Professional Documents
Culture Documents
There are many varieties of snacks foods, which are produced in India, and the
type of snack food varies according to the region. The snacks market has changed
with the advent of innovative products. It has emerged as a fast, customized and
large market. There is also a changing perception of consumers towards
processed foods, served in centralized food service system. The primary reason
for these changes is the dynamic marketing environment in the snacks business.
Changes in the marketing environment have generated a need to reconsider the
managerial perspectives on marketing in the snacks business. And in this new
arena of increased competition and market saturation Haldirams is still doing
well with highly satisfied customers. As it has very skilled management who can
easily sense customer requirement, maintain product quality and frequent market
research always assures product authenticity in the market.
This Project has given me a great learning experience and at the same time it has
provided me enough scope to implement my analytical ability. This project has
helped me to know the importance of customer complaints, vendor development,
use of MIS and ERP, promotional strategies of Haldirams, market visit, sales &
distribution forecasting and market survey.
The analysis and study presented in this Project Report is based on data analysis,
market research, and thorough study of marketing strategies used in Haldirams
to maintain its brand equity in the niche market. This Project as a whole provided
insights into the different facts of marketing in an organization but the major
focus can be divided majoring into four parts viz. market survey, research,
promotional strategies and sales&distribution.
The purpose of the report is to learn the facets of marketing and do the
forecasting of sales and laminates for Haldiram PVT. LTD. Along with that I
have also worked in the following areas:Sales and distribution
Market visit for retail shops
Market research on customer satisfaction
Promotional strategy
OBJECTIVES
RESEARCH METHODOLOGY
DATA SOURCE:
Research included collecting both primary and secondary data.
PRIMARY DATA
It is the first hand data, new data gathered to help solve the problem at hand.
Data is collected personally for the specific project through research.
Questionnaire was prepared to gather information on the company marketing
and services
SECONDARY DATA
It is the is the second hand data collected by someone else with is gathered
through internet, publications, articles, company books, etc.
DATA COLLECTION:
The data collection method used was none other than survey method which is
usually incorporated for collection of raw information. The survey method is
advantageous because it helps to collect a great deal of information about an
individual respondent.
Survey:
The type of survey undertaken was that of sample type keeping in consideration
the time constraint and paraphemalic, besides the viability of census survey. The
sample survey thus being taken to the right path to reach the desired destination
was carefully planed to convert of the operation by using selected samples.
Statistical Tool:
The tool for obtaining the information was questionnaire. A structured
questionnaire was administered. The questionnaire was designed in the view both
major and minor objective of study.
Sampling: With the customer being unknown and given the time and resource
constraints random sample was obtained from different people.
Data completion and analysis:
After the data was collected, it was tabulated and findings of the project were
presented followed by analysis and interpretation to reach certain conclusions.
LITERATURE REVIEW
Jabbar: I have seen this particular outlet for as long as I can remember Gurgaon.
The food is standard. Staff is decent.
It used to get thoroughly crowded during peak hours till a while back (months
back). Haven't visited this joint in the recent past, so cannot comment.
No complains as far as the food is concerned.
The veg pasta is quite a surprise.
Pooja Vora :Just like any other halidram... this one also have the same process
of paying, collecting your order and then eating your long awaited meal. This
place has something special to its rajkachori .. I just loved it... but the bad part
is I just loved rajkachori ( recommended) . Over the period of time I have seen
rates going up and quality down. Being specific the North Indian thali has a
lesser quantity and panner just lost its taste.. it was worst I ever had. To add to
all this dude there processing time is just really high ... It took me 35 minutes to
collect my thali.. then I was not just hungry but angry too with cold food in my
hands.
JINDAL: I have been there multiple occasion and keep returning... perfect place
for dine-in, ample sitting arrangement is available on its first floor. Established
Brand for Pure vegetarian items, Don't have Innovative items but traditional
recipe and representing with new approach. I visited the place expecting a
delightful dinner on a winter evening. I had been impressed by bikanerwala and
expected haldiram's to surpass that experience. But the place is too damn
crowded and has stooped to a very mediocre level in food preparations. Jalebi
was mediocre, pizaa was average, sarso ka saag and makke ki roti was run of the
mill. To service too many customers the outlet has deteriorated in quality
significantly. The over crowded place just kills the mood. The food experience is
not gr8.. Is it the fall of a gr8 joint.
Verendra : The good thing about this outlet of Haldirams at Sahara Mall is that
they have a sweet shop here as well. They also have one floor seating area for the
fast food they serve.I have been to the Haldirams outlet quite a few times to get
some sweets packed and I have also tried a few things from their menu. The
people on the counters are mostly confused. Things are worse on weekends,when
you are not able to find a place to sit.The food is good i.e. their thali, Raj kachodi,
cholle bhature, idli .You may have to wait a lot on weekends.
Rahul: Like all other Haldiram outlets this too serves delicious veg food , huge
sitting area but always crowded as near to Sarojini market.
Hygienic and tasty food- i have tried there lassi Chinese platter raj kachori chole
bhature pav bhaji Etc everything was just perfect. They serve quality food
2.
Most of the data being secondary can be biased towards the company.
3.
4.
Most of the information was taken from secondary sources being based on
previously Printed data.
only . . dealing with Western Snacks and namkeen products and not the
entire . . . range of Snacks products available.
6.Given the time limit and scope of the project Market Penetration of Haldirams
Chapter 1
Marketing research is "the process or set of processes that links the producers,
customers, and end users to the marketer through information information
used to identify and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing performance; and
improve
Preparing this project I was doing market research & sales research. It include,
total market volume that is being sold in grocery shop small shops and from
distributors and retailers shopping malls big bazaar, and others where chips and
namkeens are sold.
I have collected about all the product of Haldirams but worked basically for
chips and Namkeens segments.
I went to the retailers and saw the chips and Namkeens there I observe the
following things
Whether our product is available or not at that canteen.
If not then we saw of which company product is available.
How much sale is of that particular counter and what the sales volume that
counter may give to us.
What is the strength of that particular counter?
Has that counter so many brands of chips and Namkeens.
And if we get our product, we used to asked the sales volume, response of
consumer, delivery and thus came to know interest of retailers & consumers
If we didnt get our product we said about us, about our products, about the
margin what about margin difference, comparing the competitors product and
margin provided by them.
And then we made them understand the extra facilities and unique selling point
of our product and make them ready to sale our product. Thus we developed the
market for Haldirams product.
After this we saw the competitors product (quantity) and asked the strength.
We also counted the signage and a stand of all the competitors company and
Haldirams which is at that particular store.
After all I create a daily survey report and listed the total shops & canteens
available in Ghaziabad. And then analyses the data which was collected from
market. And then come to a conclusion on the basis of that analyzed data and
information. After all it becomes possible to make a meaningful and useful
report.
THE PROCESS:
1. Defining the problem.
2. Determining research design.
3. Identify data types and sources.
4. Design data collection form and questionnaire .
5. Determine sample plan and size.
6. Collect the data .
7. Analyse and interpret the data .
8. Prepare research report
Haldirams offers a wide range of products to its customers. The product range
includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad
and ice creams. However namkeens remain the main area of focus for the group as
it contributes close to 60% of its total revenues. By specializing in the
manufacturing in the namkeen market the company has created a niche market.
The raw materials used to prepare namkeens are of best of quality and are sourced
from all over India.
The food industry in India is forever changing to suit their consumers palate,
preference and pocket. All the players in the industry thus, have to constantly
adapt to the ever-changing trends and invent and re-invent themselves to stay in
the league.
Haldirams competes on the basis of numerous factors including brand recognition
due to distinct packaging, product quality, traditional taste and authentic Indian
flavour.
Haldirams success saga is because of the pro-active thinking of making access into
the traditional, fresh homemade food and skillfully converting it into a product line
extension. With it they have busted the myth that Indian consumers will not pay
extra for western concept of packaged food and that two of the Indian Household
kitchen category.
Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at remotest town of the
country.
Last but not the least, the People behind the product the local talent needs
mentioning as they have helped HaldiRam grow big.
CHAPTER : 2
HALDIRAM - PROFILE
HALDIRAM is a name associated with consumers for sweets and namkeens for
the past six decades in India and abroad. It made its modest start in the beginning
1941 in Bikaner in the State of Rajas than. Today the company has diversified into
snack food, sweets, syrups, biscuits and fast food. It is the leader in the Namkeens
segment with a 70% of that total share in the market.
Haldirams is a huge brand and has diversified its activities into various industries.
The one industry where it is the king right now is the namkeens industry. Hence
the project mainly focuses on studying Haldirams namkeen division, though other
areas have been briefly mentioned.
Haldirams offers a wide range of products to its customers. The product range
includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad
and ice creams. However namkeens remain the main area of focus for the group as
it contributes close to 60% of its total revenues. By specializing in the
manufacturing in the namkeen market the company has created a niche market.
The raw materials used to prepare namkeens are of best of quality and are sourced
from all over India.
The food industry in India is forever changing to suit their consumers palate,
preference and pocket. All the players in the industry thus, have to constantly
adapt to the ever-changing trends and invent and re-invent themselves to stay in
the league.
Haldirams competes on the basis of numerous factors including brand recognition
due to distinct packaging, product quality, traditional taste and authentic Indian
flavour.
Haldirams success saga is because of the pro-active thinking of making access into
the traditional, fresh homemade food and skillfully converting it into a product line
extension. With it they have busted the myth that Indian consumers will not pay
extra for western concept of packaged food and that two of the Indian Household
kitchen category.
The Company which is today synonymous with Indian snacks and sweet food
market started the first chapter of the saga, as a small sweet shop in Bikaner,
Rajasthan in 1935 . By 1982, the company had set up its business in Kolkata,
Nagpur & the bustling Chandni-Chowk in Delhi.
Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S.
Agarwal and backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish &
Umesh Agarwal) and Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal
(Consultant) , Rahul Kathuria , VK Gupta, Mr. A.K. Tyagi) , today, the Vision and
Mission of the company is to have global presence as Food & beverage company
through
Innovation
Professionalization
Expansion
Strategic Approach
and, Business Acquisition
Haldiram is on the way of its vision as today it is an ISO 9001 & HACCP certified
company and has presence all over India, 62 countries (UK, US , Germany,
Australia, UAE- to name a few) in world and top supermarkets of the world like
TESCO, SOMMERFIELD, SPINNEYS, CARREFOUR. The fact that today
HaldiRam exports 60 mn dollars goods and has registered 40% growth over last 5
years itself tells its success story
Haldirams success saga is because of the pro-active thinking of making access into
the traditional, fresh homemade food and skillfully converting it into a product line
extension. With it they have busted the myth that Indian consumers will not pay
extra for western concept of packaged food and that two of the Indian Household
kitchen category.
Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at remotest town of the
country.
Last but not the least, the People behind the product the local talent needs
mentioning as they have helped HaldiRam grow big.
Today, Haldiram can proudly claim that what began as a small-time enterprise in
India is a global phenomenon now and HALDIRAMS IS WAY OF LIFE FOR
INDIANS NO MATTER WHICH COUNTRY THEY LIVE IN.
Present
Stock Now
Today, Haldirams is a 1735.9 cr brand that is a familiar sight on shelves across
the USA, UK and the Middle East. Non Resident Indians carry back packets of
Haldirams along with the farewells and nostalgia. And it is this name that they
look for as they scan shops for familiar scents and sights.
Presently it has four plants in and around Delhi that produce 50 tonnes of
namkeens (56 varieties), 20 tonnes of chips, papad (7 varieties) and fun food and 5
tonnes of tinned sweets (12 varieties) and soan papdi, on daily basis. Two more
production units are coming up which will not only increase capacity but also
makes it possible for us to introduce new product lines.
For over 60 years now, the firm has been unifying the palate of India. It has not
been the simplest of tasks; India speaks different taste buds to match. However,
today it is a name that has become synonymous with taste and quality not only
within India but the world over.
Today Haldirams occupies considerable shelf space at prominent supermarkets
the world over: Tesco, Summerfield, Sipneys, and Carrefore. From traditional
Indian sweets and savouries to the more international chips, cookies, nuts and
sherbets, its products are fast capturing the imagination of people making it
possible for it to aim for deep penetration in the Middle East, East Europe and
parts of North Africa.
Future
Leveraging Our Existing Equity
The firm plans to leverage its equity in the domestic and international market to
become a food corporation with not just branded products under its belt but also
restaurants, retail chains and wide portfolio that includes such diverse products as
milk-based food and noodles.
In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan,
Columbia, Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies,
Sweden, Finland, Trinidad, and Tobago.
Haldirams success saga is because of the pro-active thinking of making access
into the traditional, fresh homemade food and skilfully converting it into a product
line extension. With they have busted the myth that Indian consumers will not pay
extra for western concept of packaged food and that too of the Indian Household
kitchen category.
AWARDS
Haldirams bagged the prestigious INTERNATIONAL AWARD FOR FOOD &
BEVERAGES awarded by Trade Leaders Club in Barcelona, Spain in 1994.
The Group has also to its credit KASHALKAR MEMORAIL AWARD
presented by All India Food Preservers Association (Regd.) in 1996 at its Golden
Jubilee Celebration for manufacturing the best quality food products.
Hind Ratan Award.97 given by NRI Welfare Society of India
ALL IN ONE
BOMBAY
CHANA
CHANA DAL
HALKA
FULKA
MIXTURE
ALOO
BHUJIA
BOMBAY
MIXTURE
CHANA JOR
GARAM
HARA
CHIDWA
BANANA
CHIPS
BOONDI
BHUJIA
MIXTURE
CHIDWA
PLAIN
KABLI
CHANA
BANANA
CHIPS
MASALA
BOONDI
MASALA
CORN FLAKE
MIXTURE
KAJU DAL
BIJI
BANANA
CHIPS
SALTED
BOONDI
PLAIN
DAL BIJI
KAJU
MASALA
BANANA
CHIPS
TANGY
TOMATO
BOONDI
RAITA
GHATIA
KAJU
MIXTURE
CHAIPURI
FALAHARI
MIXTURE
KAJU
SALTED
BHUJIA
CHAKOLI
FALAHARI
WAFFER
KANPURI
MIXTURE
BHUJIA
PLAIN
CHANA
CRACKER
GUJRATI
MIXTURE
KARANCHI
MIXTURE
NAVRATTAN
KASHMIRI
MIXTURE
BHELPURI
SAMOSA
OM PURI
SEM BEEJ
PANI PURI
SAHI
MIXTURE
PUNJABI
TADKA
NIMBU
MASALA
KAKHARA
CORIANDER
NUT MIX
KAKHARA
JEERA
MOONG
DAL
MASALA
METHI SEV
LONG SEV
KAKHARA
MASALA
MOONG
DAL MAST
MASALA
MINI BHAKAR
BADI
MADARASI
MIXTURE
KAKHARA
METHI
MOONG
DAL
CHATAK
MASALA
MOODI
MIXTURE
MASALA
TWIST
KAKHARA
PLAIN
KHATTA
MEETHA
MOONG DAL
MATHRI
BHUJIA
BHUJIA PLAIN
MOONG DAL
MOONG DAL CHATAK
MASALA
PANIPURI
Bhujia
Aloo bhujia
Khatta mitha
Navrattan
Moong dal
Panjabi tadka
All in one
Dal biji
Bombay mix
Shahi mixture
Kaju mixture
Kashmiri mixture
Chana dal
Bombay chana
Methi sev
Chilli pataka
Nimbu masala
Gujarati mixture
Madrasi mixture
Chana cracker
Kabuli chana
Long sev
Karodpati
Teekha sev
Bikaneri malai
sev
Hara chidwa
Mini bhakhar
badi
Murukku
Chatpata matar
Cornflakes mixture
Takatak Masala
Aloo Masala
Classic Salted
(Chips)
NATKHAT
TOMATO
(Takatak)
Mast Masala
(Chips)
Cheezi Balls
(Whoopies)
Boletos
Tangy Tomato
(Chips)
Chatpata Stix
(Whoopies)
Ringos
Papri chaat
(Chips)
Heart Beat
(Whoopies)
Aloo masala
Chamcham
Kalam petha
Rasmalai
Rajbhog
White Rasbhari
Gulab jamun
Kesar Rasbhari
Kesar Gandheri
Soan papdi
ghee
vegetable ghee
Soan papdi
Soan papdi
coconut
orange
dry petha
Patisa
Syrups :
Rose Syrup
Khus Syrup
Orange Crush
Pineapple Crush
Lemon Crush
Mango Crush
Kala Khatta
Badam Kesaria
Soan cake
Soan halwa
Thandai Kesaria
CanPacks
Bombay Mixture
Aloo Bhujia
Cornflakes Mixture
Panchrattan
Khatta Meetha
BRAND
a) Product
Haldirams products are traditional high quality Indian sweets, namkeens and
snack food items at a premium yet affordable price. They were the first in India to
use state-of-the-art technology for manufacturing traditional Indian snack items
thus setting quality standards and improving the shelf life of the products as well.
b) Brand
When it comes to sweets, namkeens and snack food items, Haldirams is a name
trusted across the Indian sub-continent. It is a name associated with high quality
and traditional taste.
c) Brand Name
The brand name Haldirams came from the owners forefathers and one thing is
clear, the name has been chosen on a purely personal basis. What was chosen as a
name for the company decades ago has today revolutionized the way we look at
the ethnic snack food industry.
d) Brand Core Values
Haldirams brand core values are quality, taste, variety, traditional and very Indian.
e) Brand Character
The brand character of Haldirams that distinguishes it from its main competitor
FRITO LAYS is its traditional Indian taste.
g) Brand Position
This refers to the consumers placement of a company vis--vis its competitors.
Haldirams has also been rated as the second fastest growing FMCG Company in
India, has 70% of the total market share in the namkeens category and is posing to
be the biggest threat to the multinational giant FRITO LAYS in the snack food
market. As far as the sweets and namkeens are concerned it is the undisputed
leader in the organized sector.
Its position in terms of pricing is premium yet affordable. It enjoys top of the mind
recall and awareness in its target audience but this could very easily be subverted
if the company does not bring into place strong branding strategies immediately.
h) Brand Positioning
Haldirams has uniquely positioned its brand. It has positioned itself as a
premium segment product available to all those who can afford it. It is in not
perceived to be cheap but does offer good value for money giving high priority to
quality and taste standardization throughout its outlets, which are suitably located
in posh areas of the city. Initially the brand catered only to the 35+ category with
its positioning statement Always in good taste but lately the company has started
to target kids and teenagers as well with a hinglish baseline Every zuban pe.
Haldirams has also gained an edge over its competitors by minimizing promotion
costs. Haldirams once was just another sweet maker but it had moved into trained
brands by improving the product quality and packaging. Through its clever
products & brilliant distribution it has moved into the star category of brands.
j) Brand Property
It is the memory device, which not only reminds the consumers of the brand name
but also its core values. In case of Haldirams the brand property would be its red
and white stylized logo and its base line Every zuban pe which is reminiscent of
the fact that the brand is an established one with top of the mind recall.
k) Brand Equity
In case of Haldirams the brand equity is its 70% holding of the entire market for
namkeens, its undisputed leadership in the sweets category and also top of the
mind recall amongst the target audiences vis--vis the competitors in the sweets
and namkeen market achieved through decades of quality and taste control
measures. The taste that Haldirams provides through its products is very Indian
and yet it maintains international quality standards.
f) Brand Personality
It is not the brand alone but the manner in which the brand presents its
characteristics. Haldirams depicts the personality of a man, who is rooted in his
tradition out of choice and not compulsion. He is very Indian in his tastes, choices
and behavior and puts a high premium on quality as well
SWOT ANALYSIS
Strength
1. A nationwide manufacturer and strong distribution channel
2. Strong control over distributors
3. Haldiram is the master brand in Namkeen and growing its chips.
4. Engage in proportioning through out the year.
5. Employees are very much devoted to there works
Weakness
1. Feedback system doesnt work property.
2. Proper Importance isnt gives to the retailers.
3. Low profit margin to the distributors.
4. Weak in chips segment.
5. Low profit margin to the retailers in Namkeen Segment.
Opportunity
1. Steel big empty market
2. Huge demand in the month of August to March.
Threats
1. Facilities provided by the Lays, is offering credit sales.
2. Lays and Kurkure paints the outlets regularly.
DISTRIBUTION PATTERN:
HALDIRAM
MANUFACTURING
C&F
WHOLE SELLER
RETAILER
END USER
CHAPTER -3
Analyze the intrinsic long run profit attractiveness through Porters 5 force model
A. Brand Competition
B. Industry Competition:
C. Form Competition:
B. Frito Lays
Brand
Industry
Form
Differentiated Oligopoly
Traditional snacks like Samosa, Kachori, etc.,
Burgers, Pizzas, Salty Biscuits, Bakery Items
Generic
Haldirams has built for itself quite a superior brand image, making it
extremely difficult for its competitors to break this image. Thus the
competitors have to put in extra efforts to create a brand much more
superior than Haldirams.
2) Mobile Defense
This involves the leader stretching its domain over new territories that can
serve as future centers for defense and offense. Under this defense,
Haldirams follows the Market Broadening mobile defense. The recent
establishment of their Nagpur plant shows that they are now concentrating
on the Southern region. Also their foray into the international market and
their deeper penetration into the rural market coupled with the introduction
of their new product range like syrups, pickles, etc.
3) Counteroffensive Defense:
When Haldirams had started its business there were very few other players
in the market. That brought in complacency in Haldirams as far as
advertising of its products was concerned. The popularity of Haldirams has
till date spread through the word of mouth. Now with new competitors
coming in and advertising their products aggressively Haldirams has
realized the need to advertise its own products and has lately forayed into
TV advertisement. Thus Haldirams has followed counter offensive defense
as in it has responded to the competitors attack.
c) Expanding Market Share
1) Haldirams
Over the years, Haldirams has been diversifying its product line and
entering newer markets. This has resulted in considerably expanding the
market share of Haldirams, thus also substantially increasing their
products.
2) Frito Lays
With regard to the namkeens segment, Frito Lays is a relatively new player
when compared to Haldirams. In fact according to the consumer behavior
survey that we had carried out, out of the 32 respondents, 29 of them
consumed Haldirams while only 21 of them consumed Haldirams. This
shows that Lays still has to go a long way if it wants to be the market
leader. Haldirams has a very strong brand loyalty. Hence the strategy
currently being adopted by Lays is that of a Market Challenger.
B. Market Challenger Strategy adopted by Frito Lays
a) Flank Attack
The strategy being adopted by Lays currently is that of a flank attack. One of
the main points of a flank attack is that the enemys weak points are a natural
target. One of the biggest weaknesses of Haldirams has been advertising.
Most of the publicity has been word of mouth for Haldirams. But Lays, being
a product of Pepsi Foods, didnt have any problem on this front and in fact has
a strong advertising campaign to back it up. Also with an extensive distribution
network, it has been able to penetrate the Indian market in areas that probably
even Haldirams has not been able too.
Share of Market, Mind and Heart
Haldirams has got the biggest share of mind market because generally it is
the first name that comes to the mind of the consumers when namkeens are
mentioned. This is re-iterated by the fact that in the consumer behavior
survey, 91% of the respondents actually consumed Haldirams as compared
to the other brands. Thus the market share of Haldirams coincides with the
mind share mainly because of the high level of market penetration and the
word of mouth publicity that the brand enjoys. Haldirams has become a
household name today because of the variety of products it offers, the taste
and the good quality of the products, innovative and packaging has also
helped in building the brand image. Haldirams has also got the biggest
share of heart because most of the people prefer consuming Haldirams
products. A large share of heart predicts a high market share in the future.
Thus Haldirams enjoys a good share of heart and mind along with the
biggest market share. This would help Haldirams in retaining its share in
the market in the future.
CHAPTER 4
DATA INTERPRETATION
The following chart shows the distribution of the respondents according to the
age group:
A. Consumption Patterns
Do you consume Haldiram's products?
NO 9%
YES 91%
B. Brand Loyalty
6mths - 1 y e
10%
less than 6 mt
0%
greater than
Yrs
59%
Buying Roles
The Influence
10
Friends
1
1
Neighbours
Relatives
14
Family
A ds
18
Self
0
10
15
20
No. of Re spondent
On the basis of the chart above, it is evident that when it comes to buying
namkeens people tend not to get influenced by others. They rely on their own
sense of judgement to buy namkeens. However in some cases the family
members tend to influence the buying patterns of the buyer. Hence in this case
there seemsto be a vacuum when it comes to the role of the Influencer.
Because of this the respondent himself also usually plays the role of the
Decider.
Another interesting observation is that only 1 respondent of the 32
considered advertisements as being influential while buying. This correlates
with Herzbergs two-factor theory as the absence of advertisements may
have led to dissatisfaction among the consumers but its presence doesnt
seem to have had any significant impact on the satisfaction or buying trends
of the consumer.
FEATURE PREFERENCE
Feature Preference(s)
No. of Respondants
30
25
20
15
10
5
0
Variety
Hygiene
Nutritional
Value
Price
Packaging
Consumers gave the highest priority to the taste of the namkeens as compared
to the other factors. Quality came in a close second on their priority list. What
came, as a surprise was that none of the respondents considered packaging as
part of their selection criteria, on which Haldirams usually lays so much
stress.
Again when asked to rate the importance level of six factors, the results were
interesting as most of the respondents considered Packaging as only
somewhat important. Also the opinion on the price feature was divided as
some of them considered it being important while some others considered it
somewhat important and some even didnt find it important. The strongest
factors that influenced the buyer while purchasing namkeens were Food taste
and quality and Hygiene. The majority of the respondents rated these two
factors as being Very Important. Apart from this consumers also considered
Variety as an Important factor while buying Namkeens. Nutritional value
didnt seem to have much of an effect on the buying trends as opinion here
again seems to be divided.
Very High
3%
Very Low
0%
Low
0%
High
41%
Reasonable
56%
Haldirams attaches a lot of value to its gift packages offered during the festive
season. However, 56% of the respondents didnt buy such packages. This
shows that the gift packages being offered dont play such an important role on
the buying behaviour of the consumer.
The survey also sought to know as to what the consumers expect in the future
from Haldirams Namkeens and otherwise. Many creative ideas came out. With
regard to Namkeens, people are looking forward to popcorn, cheese balls,
much more variety in the wafers, banana chips, roasted nuts, etc Many of
the respondents are seeking low calorie namkeens from Haldirams and there is
also a demand for many more varieties in bhujias. The minimal nutrition
levels do not seem to be affecting the buying trends of the consumers right
now; but as people are becoming more and more health conscious, in the future
consumers might be looking forward to low calorie namkeens and snacks from
Haldirams. Apart from the Namkeens segment, the consumers in general are
looking forward to products like masalas, milk and milk related products, ice
creams, etc from Haldirams.
PACKET SIZE
80%
75%
70%
60%
60%
50%
50%
40%
40%
Series 3
30%
20%
10%
0%
18 gm
42 gm
47 gm
77 gm
Sales of products also depends on packet size of products it can be easily seen that
15gm packet size is sold in much higher volume compared to120 gm or 60gm. So it
can be interfered that packet size also affects sales volume. There are people of
different type and classes so thats why smaller packet size is sold in higher volume.
140
120
100
80
60
40
20
0
takatak
chips
whoopies
others; 39%
quality
quality; 50%
packaging
packaging; 11%
others
Others factor is also quite essential for sale of a product e.g. advertisement,
brand and other factors also occupy quite a good percentage.
12
10
8
yes
no
cant say
6
4
2
0
1
ocasionally; 18%
regular
parttime
parttime; 50%
regular; 32%
ocasionally
23%
LAYS
HALDIRAM'S
ITC
10%
BIKANERWALA
OYES
OTHERS
14%
21%
17%
lays
itc
haldirams
bikano
others
Others trying their best but still much to do. They are not able to survive in
market.
others; 19%
lays; 21%
balaji; 6%
bikanerwala; 9%
itc; 14%
haldirams; 30%
CHAPTER - 5
LEARNINGS
There are no two ways about the fact that when it comes to the namkeens
segment Haldirams is way ahead of its competitors. It has a very strong brand
loyalty, which is what makes the task of its competitors even more difficult.
However with the entry of Lays, MTR into this segment and the prior presence
of Bikano in this segment the competition has really heated up and the market
share is gradually being grabbed by various players. Hence its important for
Haldirams to keep innovating and concentrating on its strengths quality and
taste in order to further consolidate its position as a market leader in the
namkeens segment.
Another thing that Haldirams has to be wary about is the immense form
competition that it faces. Namkeens is a consumable, which can be easily
substituted. There are various substitutes like salty biscuits, bakery items but
the biggest threat that it faces is the traditional snack items like samosas,
kachoris,etc. However it has already started to take steps in this direction
bringing out packaged ready-to-eat small samosas.
Another plus for Haldirams is that it has started targeting the international
market. It now doesnt face any major competition in this market and can
hence make the best of it. This long-term strategy of Haldirams has already
started yielding results.
Haldirams is a specialist when it comes to the namkeens segment, whereas for
most of it competitors like Frito Lays and MTR, namkeens is a very small
segment and they are not looking to specialize in this segment. This factor will
CONCLUSION
The market is clogged with dominant players such as Frito-Lay India,
PepsiCos snack foods arm, which has almost brought in a snack-chip
revolution in the country, Haldirams and the Delhi-based snack-food-retailer
Bikanerwala Foods Pvt Ltd etc. Even the dairy major Mother Dairy has a
presence in the category. With the entry of companies such as ITC and HLL
into this industry, it is getting tough for companies such as Haldirams who till
now have not paid serious attention to its branding activities.
Increased media exposure, ever increasing purchasing power of the target
audience coupled with their desire to spend more on eating out due to lifestyle
changes will fuel the demand for snack food items and only those companies
which have a considerable share of voice and space in the market will be able
to survive. Haldirams has the capability of meeting these demands and only
requires a certain revision in its strategies to be able to do so successfully,
which it already has begun to consider.
QUESTIONNAIRE
Name .
Age ..
Qualification .
Gender .
21-24
31-40
41-50
More than 50
No
Lays
MTR
Lehar
Bikaner
Others
No
6 month 1year
1-3 years
Q6. How would you rate the quality of Haldiram over the period of use?
Significantly better
Natural
Better
Worse
Significantly worse
Neighbours
Relatives
Family
Ads
Self
Q9. How would you rate the following factors in order of your preference?
Variety
Hygiene
Nutritional value
Price
Packaging
Very high
Low
Reasonable
Very low
Variety
Hygiene
Price
Tatste
Q12. How would you rate the Haldirams namkeens for their nutritional value?
Minimal
Adequate
No
Healthy
Q14. Do you think that is there any significance difference between Haldirams
products and other brands?
takatak
Chips
Whoopies
takatak
Chips
WhoopieS
Namkeens
Occasionally
yes
No
Ans yes
No
quality
Packaging
Others
Over a period spanning six and a half decades, the Haldiram's Group
(Haldiram's) had emerged as a household name for ready-to-eat snack foods in
India. It had come a long way since its relatively humble beginning in 1937 as
a small time sweet shop in Bikaner, in the Rajasthan state of India. In 2001, the
turnover of the Haldiram's was Rs 4 billion.
The group had presence not only in India but in several countries all over the
world. Till the early 1990s, Haldiram's comprised of three units, one each in
Kolkata, Nagpur and New Delhi. The Agarwals family that owned Haldiram's
were always conscious of the need to satisfy customers in order to grow their
business.
The company offered a wide variety of traditional Indian sweets and snacks at
competitive prices that appealed to people belonging to different age groups.
Haldiram's had many 'firsts' to its credit. It was the first company in India to
brand 'namkeens3'. The group also pioneered new ways of packaging
namkeens
Its packaging techniques increased the shelf life of namkeens from less than a
week to more than six months. It was also one of the first companies in India
to open a restaurant in New Delhi offering traditional Indian snack food items
such as "panipuri," "chatpapri," and so on, which catered to the needs of
hygiene conscious non-resident Indians and other foreign customers. Since the
very beginning, the brand 'Haldiram's' had been renowned for its quality
products.
The company employed the best available technology in all its manufacturing
Case Details
Haldiram's had many 'firsts' to its credit. It was the first company in India to
brand 'namkeens3'. The group also pioneered new ways of packaging
namkeens. Its packaging techniques increased the shelf life of namkeens from
less than a week to more than six months.
It was also one of the first companies in India to open a restaurant in New
Delhi offering traditional Indian snack food items such as "panipuri,"
"chatpapri," and so on, which catered to the needs of hygiene conscious nonresident Indians and other foreign customers.
Since the very beginning, the brand 'Haldiram's' had been renowned for its
quality products. The company employed the best available technology in all
its manufacturing facilities in India.
Given the increasing popularity of Haldiram's products, the group planned to
expand its operations. However, some analysts felt that Haldiram's still had to
overcome some hurdles. The company faced tough competition not only from
sweets and snack food vendors in the unorganized market but also from
domestic and international competitors like SM Foods, Bakeman's Industries
Ltd, Frito Lay India Ltd.(Frito Lay) and Britannia Industries Ltd. Moreover,
the group had to overcome internal problems as well. In the early 1990s,
because of the conflict within the Agarwals family, Haldiram's witnessed an
informal split between its three units as they started operating separately
offering similar products and sharing the same brand name.
HALDIRAMS ARTICLE
BIBLIOGRAPHY
http://www.google.com
http://www.mafoi.com
http://www.wikipedia.com
http://www.linkedin.com
http://www.timesofindia.com
http://www.thehindu.com
http://www.haldirams.com