1 Haldiram Haldiram resented By: resented By: Jalaj Sanghvi Jalaj Sanghvi PCL I PCL I (Marketing) (Marketing) Roll No. 15352 Roll No. 15352
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HaldiramHaldiram
Presented By:Presented By:
Jalaj Jalaj SanghviSanghvi
PCL I (Marketing)PCL I (Marketing)Roll No. 15352Roll No. 15352
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EVOLUTION
1937 – Bikaner 3 units till 90s – Kolkatta, 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
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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 STRUCTURESUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Shops Popcorns & Peanuts Home Made Preparations
INDUSTRY COMPETITORS
Pepsi Foods & Frito Lays
Bakeman’s
Nathu’s
Evergreen’s
SM Foods
Britannia
Unorganised Players
SUPPLIERS Farmers Manufacturers Units Other Vendors C&F Agents Distributors Semi WholesalerRetail Shops & Paanwalas
BUYERSCorporate OfficesHouseholdsRestaurants & EateriesCanteens & Factories
POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
International Players
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RESTAURANT CONTD… SUBSTITUTE PRODUCTS South Indian Food Fast Food Mughlai Food Chinese Food Inter-Continental Food Home Made Preparations
INDUSTRY COMPETITORS Nathu’s Evergreen’s Bengali Sweets Sagar Ratna McDonalds & Nirulas Yo! China Local Sweet Shops
SUPPLIERS FarmersManufacturers UnitsPackaging SuppliersOther Vendors
BUYERSCorporate Offices FamiliesSingles & Couples
POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
International Players
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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 maintaining a
competitive edge
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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: Haldiram’s 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-to-
earth, 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, Haldiram’s 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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Sales Organization Structure
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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’
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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 Haldiram’s products is, ‘always
in good taste’. : Brand Mantra : Communicated to Employees
– Mailers sent to loyal customers and important corporate clients
– Retail outlets of Haldiram’s give importance to POP displays.
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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 POP’s for venturing into RTC Categories with a broader frame of reference
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HALDIRAM’S 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 Haldiram’s and enabled it to sustain itself from threat of McDonald’s and Pizza Hut.
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SUPPLY CHAIN OF HALDIRAM’S
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
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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!!!THANK YOU!!!