Taste of Tradition

PRESENTED BY S.Suraj Reddy T1303

EVOLUTION
1937 Bikaner 3 units till 90s Kolkatta, Nagpur & New Delhi First Mover Advantage Branded Namkeens & Technology in Packing

EVOLUTION
Early 90s Split of 3 Units
1992 Manufacturing Unit with Retail Outlet 1995 Restaurant in Delhi

1997 Unit for Namkeens

1999
Started Operating as Separate Entities Competition among themselves for Market Share

2000 International Markets

Pioneers
Founder- shiv kishanlal agarwal Managing Director-Manohar Agarwal Haldiram Bhujiawala Ltd. Board Members Prabhu Shankar Agarwal Pankaj Agarwal Corporate office: Mathura Road, New Delhi

Vision
Be the Trend Setter in the field of Healthy and Tasty Eating To Achieve a Sustainable Growth this will bring about an overall upliftment of the Organization, its People and the Society.

Mission
Review Recreate Rediscover the trend of Healthy

Eating and Innovate and Invent fresh new methods to Nourish and Delight everyone we serve.

Goal
To provide our customers Perfect Taste and Quality in

the Best of Packaging

SWOT ANALYSIS
Strengths
The product has excellent brand awareness & a high

quality image Good and attractive packing Good image position Good taste Good variety High market share Availability of brand almost on all the outlets

Opportunity
By providing proper schemes Haldiram can increase its

supply By providing more profit margin Haldiram can increase its supply

PROMOTION
There is high awareness level for different Haldirams

Products amongst the retailers and customers. From a survey of 250 retailer in Delhi it was noticed that inmost of the retailers are keeping Haldiram namkeens. Market share of Haldiram namkeen is more than double of its competitors. Brand awareness for Haldirams product is very high. There is significantly high brand loyalty for Haldirams products amongst the consumers

Strengths
The company offered a wide variety of traditional Indian

sweets and snacks at competitive prices that appealed to people belonging to different age groups. Marketing techniques promotion techniques 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.

Weakness
Split in the family each member is working in his respective

region separately. This split had resulted in aggressive competition among themselves for a higher share of domestic and international markets. Haldiram's lagged behind competitors in the area of customer service The report mentioned that few of the company's restaurants did not possess the minimum requirements, such as sufficient seating arrangements and adequate parking lots.

 Prabhu ShankarAgarwal, the owner of the Kolkata

unit, was arrested on charges of manhandling customers only reiterated this opinion.

MARKET STRUCTURE FOR RTE

SUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Shops Popcorns & Peanuts Home Made Preparations

SUPPLIERS
Farmers Manufacturers Units Other Vendors C&F Agents Distributors Semi Wholesaler Retail Shops & Paanwalas INDUSTRY COMPETITORS Pepsi Foods & Frito Lays Bakemans Nathus Evergreens SM Foods Britannia Unorganised Players BUYERS Corporate Offices Households Restaurants & Eateries Canteens & Factories

POTENTIAL ENTRANTS
Existing Industry Competitors Small Regional Players International Players

PRODUCT
Scope Exhaustive Range of RTE Products Attributes / Benefits
Packaging for longer shelf life & freshness Various price points & reasonable State of art manufacturing technology Easy availability

Quality / Value Good quality at competitive prices Uses

Filler between meals For serving to guests

POSITIONING
To the consumers having inclination towards Indian meals, Haldirams offers ready to eat high quality readily available Indian snacks, with excellent packaging which provides increased shelf life to its products.

Segmentation

Sweets and snacks Vendors

Geographic

Competition

Sweets and snacks Vendors

Domestic and international players

Market share

MARKETING MIX ELEMENTS

Product Namkeens (60%), sweets, sharbats, bakery items, dairy products, papad and ice-creams Raw materials : Sourced from all over country Use of technology to upgrade quality Customize its products

Murukkus and Chennai Mixture for South Indian customers Nazarana, Panchratan, and Premium

MARKETING MIX ELEMENTS

Packaging
Innovative and contemporary (in nitrogen filled pouches)

Long life and attractive (impulse purchase)

Prices
Competitive prices to penetrate the unorganised market
Packets of 30gms priced at Rs.5 Prices varies according to weights and type of namkeens

and raw materials

MARKETING MIX ELEMENTS

Distribution
Extensive:6 lacs outlets for the Delhi and Nagpur Internet marketing for consumers abroad.

Brand pull in the market

Trade margins range from 27% to 45%, depending on

the item.

HALDIRAMS ABROAD
Exporting to USA, UK, Australia, Middle East & Far East Countries, Germany, Philippines, New Zealand, Nepal, etc.
Success over geographical boundaries hygienically prepared Indian cuisine :Opening of restaurants abroad Ethnicity angle in the marketing efforts differentiated Haldirams and enabled it to sustain itself from threat of McDonalds and Pizza Hut.

Outlets in Abroad

SUPPLY CHAIN OF HALDIRAMS

Manufacturing unit C&F Agents Distributors ship them to retail outlets. 50 C&F agents and 1035 distributors in India Retail outlets such as supermarkets, sweet shops, provision stores (Goodwill : Pull strategy : Stockists Compete to hold the brand) Tie up with www.indiatimes.com with delivery time of 48 hours to one week and value added services (personal messages)

Outlets

CHALLENGES & OPPORTUNITIES

Taste VS Health
Offer low calorie traditional snacks Brand equity: lower the prices

Product variants and lack of small packs: Cannot experiment Use the franchising route to capitalise on brand equity Exemplars and Established Brand Credibility : Leverage on

the international quality awards Tackle Spurious products and others who want to take free ride on its brand equity. Sort out the internal differences and become one unit or consciously separate and become three separate entities