Haldiram

EVOLUTION
1937 Bikaner 3 units till 90s Kolkata, Nagpur & New Delhi. First Mover Advantage Branded Namkeens & Technology in Packing. Traditional Indian Food Hygiene & Quality Competitors Unorganized market, Frito Lays India, SM foods, Bakemans, etc.
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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 3

STRENGTHS AS BRAND
First Mover Advantage Product Quality & Hygiene Value for Money Products Rich Cultural Heritage Exchange of Gifts Strong Distribution Network Hoardings for Promotion For all Age Groups Various Awards of Recognition
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MARKET STRUCTURE
SUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Shops Popcorns & Peanuts Home Made Preparations

INDUSTRY COMPETITORS

SUPPLIERS Farmers Manufacturers Units Other Vendors C&F Agents Distributors Semi Wholesaler Retail Shops & Paanwalas

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 5

RESTAURANT CONTD
SUBSTITUTE PRODUCTS South Indian Food Fast Food Mughlai Food Chinese Food Inter-Continental Food Home Made Preparations

SUPPLIERS Farmers Manufacturers Units Packaging Suppliers Other Vendors

INDUSTRY COMPETITORS Nathus Evergreens Bengali Sweets Sagar Ratna McDonalds & Nirulas Yo! China Local Sweet Shops

BUYERS Corporate Offices Families Singles & Couples

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
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BRAND
Users Gourmets having inclination towards Indian meals Country of Origin Bikaner Organization Associations Innovative & High quality products Brand Personality Maharaj known for lip-smacking dishes Symbol Written in golden for richness & purity Brand Customer relationship Indian taste at anytime Emotional Benefits Smart purchase of high quality & hygienic products
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BRAND IDENTITY SYSTEM

Core Identity Food Quality Innovative and contemporary packaging with increased shelf life & freshness Food Taste Traditional Indian taste Innovative First mover advantage Branding of Namkeens New ways of Packaging Introduction of new variants for 9 maintaining a competitive edge

BRAND IDENTITY SYSTEM

Extended Identity Brand Personality: Genuine, Experienced, All Indian, Hygienic, Consistent and Trustworthy Basis of Relationship: Vast & enriched experience in traditional Indian food Logo: Promoting the exquisite taste of India Heritage: Haldirams shares rich parentage and has its roots to locations known for exquisite Indian cuisine
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BRAND IDENTITY SYSTEM

Value Proposition Functional Benefits Taste, Hygiene, Consistent Quality, Best Packaging, Freshness, Extensive Product Range Emotional Benefits Smart Buyer, Association with Indian Roots Credibility Makes Ready-To-Eat that are tasty and hygienic
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BRAND PERSONALITY
Maharaj known for lip-smacking dishes Male of 40 yrs old of middle or upper middle class A person found of food, jolly, old-fashioned, down-toearth, honest, wholesome, real and authentic Image of sincere, experienced, skilled genuine and older brand Well liked and respected member of the family High quality & rich parentage

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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.

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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 14

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
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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.

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MARKETING MIX ELEMENTS

Promotion Tied with the Profile Advertising Attractive posters, brochures,human billboards , rack card and mailers Press and outdoor media, (taste and appetite) Hoardings, signage, POPs and posters to disseminate awareness Punch line for Haldirams products is, always in good taste. : Brand Mantra : Communicated to Employees Mailers sent to loyal customers and important corporate clients Retail outlets of Haldirams give importance17 to POP displays.

BRAND EXTENSION
Restaurant business to cash in on its brand image in Nagpur and Delhi. Restaurant at Nagpur: Innovative strategy for people travelling by train by sending a DD and provide information Focus on hygiene: Compete effectively with local restaurant chains Encash on POPs for venturing into RTC Categories with a broader frame of reference
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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. 19

SUPPLY CHAIN OF HALDIRAMS

Manufacturing unit C&F Agents Distributors Retailers Consumers. 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)
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SWOT Analysis of Haldiram

Strengths:
Strong Brand Packaging Lingering taste of products Innovative thinking Best technology for manufacturing Geographical understanding of the market Shelf life of the product

Weaknesses:
Too much stress on traditional Indian item Product promotion Customer service Internal Rivalry Limited no. of Outlets

SWOT
Threats:
Unorganized market players Organized Competitors Family disputes Spurious products
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Opportunities:
Expansion of outlets in class 2 cities Home delivery Youth oriented Product promotion Foreign Market

Future Expansion
To increase exports. To increase the existing strong distribution network. To come up with IPO to fund its diversification and expansion plan. To launch egg-less bakery items.

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Suggestions
Diversifying into new innovative products Increase the no. of outlets Better promotion Home Delivery Explore the possibility of opening the outlets in foreign market Customer service
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THANK YOU!!!

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