lOMoARcPSD|37890024

MINOR PROJECT REPORT ON

“MARKETING STRATEGY OF
HALDIRAM’S”

SUBMITTED BY:
Pranav Bhardwaj
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CERTIFICATE

This is to certify that the project entitled “MARKETING STRATEGY OF HALDIRAM’S’’prepared

by Pranav Bhardwaj has been completed under my guidelines and I am completely satisfied with the work
carried out by her. The project was successfully carried out by Pranav Bhardwaj in partial fulfillment of
Ms.c Animation & VFX
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ACKNOWLEDGEMENT

This project work , which is my first step in professionalism , has been successfully accomplished only
because of timely support of my well wishers. I would like to pay my sincere regards to those , who
directed me at every step in my project work. First of all, I would like to express my thanks to PROF.
AZAD S. CHILLAR (Director, Maharaja Surajmal Institute) for giving me such a wonderful opportunity
to widen the horizons of my knowledge. I extend my thanks to my project guide Ms. Parul Deshwal for
her scholarly guidance, constant supervision and encouragement. It is due to her personal interest and
initiative that the project work is published in the present form. Last but not the least, I would also like
thank all the staff members of Maharaja Surajmal Institute, friends and parents who have directly or
indirectly contributed in making this project a success, it is a tribute for their valuation. Despite all efforts
I have no doubt that error and obscurities remain that seen to afflict a working project for which I am
capable.

.
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TABLE OF CONTENTS

CHAPTER 1:- INTRODUCTION

Objectives

Research Methodology

Limitations

CHAPTER 2:- BACKGROUND AND PROFILE OF THE

ORGANISATION
Background

Company’s profile

Profile

Certificates and honors

CHAPTER 3:- ANALYSIS AND INTERPRETATION

CHAPTER 4:- CONCLUSION AND RECOMMENDATIONS

Conclusion

Recommendations

References
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CHAPTER 1

INTRODUCTION

OBJECTIVES

The objective of our project is

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To study the marketing strategies and brand loyalty of Haldiram’s

To study the marketing mix of Haldiram’s
To study the behaviour of the consumer with respect to attributes such as Brand Loyalty and come up
with recommendations as to what all needs to be considered keeping the consumer in mind
To analyze Haldiram’s competitor and compare their strategies and come up with recommendations for
any problem being faced by it.

RESEARCH METHODOLOGY

The study is an exercise involving estimation of parameters as regard to organizational requirements-

Research was designed so as to get the relevant information that can be used for various organizational
purposes.

DATA SOURCE:
Research included collecting both primary and secondary data.

PRIMARY DATA 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 is the is the second hand data collected by someone else with is gathered through
internet, publications, articles, company books, etc.

DATA COLLECTION:
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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.
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LIMITATIONS

The sample was collected using sampling techniques. As such result may not give an exact representation
of the population.
Most of the data being secondary can be biased towards the company.
Shortage of time is also a reasonn for incomprehensiveness.

Most of the information was taken from secondary sources being based on previously printed data.
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Chapter 2

BACKGROUNG AND
PROFILE OF THE
ORGANISATION
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BACKGROUND

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.
Haldiram’s 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
Haldiram’s namkeen division, though other areas have been briefly mentioned.
Haldiram’s 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.
Haldiram’s competes on the basis of numerous factors including brand recognition due to distinct
packaging, product quality, traditional taste and authentic Indian flavour.
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COMPANY PROFILE

Name Haldiram Foods International Ltd

Company Logo

Address 880, Haldiram House, Bhandara Road

City Nagpur
State/Province MS
Zip/Postal Code 440008
Country
India
Phone 00917122681191
Fax 00917122680218
Website [Link]
- Asian Foods
Products Candy & Confectionery
Processed Food
Snacks

Awards
Haldiram’s 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.
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‘BRAND EQUITY AWARD 1998’ was awarded by Progress Harmony Development Chamber of
Commerce & Industry in recognition of creating successful Indian Brand ‘HALDIRAM’.
‘APEDA EXPORT AWARD 2001-2002’, awarded by Agricultural & Processed Food Products Export
Development Authority for the outstanding contribution to the promotion of Agricultural & Processed
Food Products during the year 2001-2002.
‘MERA DELHI AWARD – 2004’ for the exemplary contribution in the field of export.
Certifications
Haldiram’s has the following quality certifications:
ISO 9002
HACCP
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CHAPTER 3 ANALYSIS AND

INTERPREATETION

MARKETING MIX

Product

Haldiram’s offers a wide range of products to its customers. The product range includes namkeens,
sweets sharbats, bakery items, dairy products, chips, pappad and
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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.
Haldiram’s customizes its products to suit the tastes and preferences of customers from different parts of
India. It launched products, which catered to the tastes of people belonging to specific regions. For
example it launched ‘Murukkus’ a south Indian Snack and Chennai Mixture’ for south Indian customers.
Similarly Haldiram’s launched ‘bhelpuri’ keeping in mind customers residing in western India. The
company offered certain products such as ‘Nazarana’, ‘Panchratan’ and ‘Premium’ only during the
festival season in gift packs. These measures have helped Haldiram’s compete effectively in a market that
is flooded with a variety of snack items in different shapes, sizes & flavors. It has also recently launched
biscuits & cookies.
Table 1.2 on the following page shows the list of Haldiram’s products

Table 1.1: Product List

Namkeens
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200 Gms 400 Gms

Plain Bhujia Plain Bhhujia
Bhujia Bhhujia
Karanchy Mixture Navrattan
Navrattan Khatta Meetha
Nut Cracker Masala Moong Dal
Khatta Meetha Moong Dal
Bombay Mixture Nut Cracker
Chana Dal Dal Biji
MasalaMoong Dal All in One
Moong Dal Aloo Bhhujia
Boondi Masala Chana Jor Garam
Boondi Plain Kashmiri Mixture
Dal Biji Hara Chiwda
Ghatia Cornflakes Mixture
Kabli Chana Kaju Mixture
Bhavnagri Sev Panchrattan
Aloo Masala
Mathri
Samosa
Bhelpuri
All in One
Aloo Bhhujia
Nimbu Masala
Long Sev
75 Gms
Methi Sev
Peanut Salted Bhhujia
Peanut Masala Navrattan
Chana Jor Garam Khatta Meetha
Moong Dal
Nut Cracker
Aloo Bhhujia
Boondi Plain
Boondi Masala
Nimbu Masala
Peanut Salted
Masala Moong Dal

30 Gms
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Bombay Chana Nut Cracker

Kashmiri Mixture Peanut Salted
Cornflakes Mixture Aloo Bhujia
Hara Chiwda Mixture Bhujia
Mint Lachha Navrattan
Chilli Chatak Lachha Moong Dal
Kaju Mixture Khatta Meetha
Panchrattan Nimbu Masala
Shahi Mixture
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65 Gms
Kahmiri Mixture
Cornflakes Mixture
Kaju Mixture

Sweets Syrups (700 ML)

Rasgulla (1 Kg Tin Pack) Rose Syrup
Jamphal (1 Kg Tin Pack) Khus Syrup
Cham Cham (1 Kg Tin Pack) Orange Crush
Kesar Rasbhari (1 Kg Tin Pack) Pineapple Crush
Kalam Petha (1 Kg Tin Pack) Lemon Crush
Keasar Ganderi (1 Kg Tin Pack) Mango Crush
Raj Bhog (1 Kg Tin Pack) Kala Khatta
Dry Petha Badam Kesaria
Karachi Halwa (250/500 Gms) 10. Soan Papdi Thandai Kesaria
(250/500/1000 Gms)
11. Soan Cake (250/500 Gms)

Can Packs
Perishable Sweets
Moti Choor Ladoo/Boondi Choor Ladoo Bombay Mixture
Plain Burfee Aloo Bhujia
Dhoda Burfee Cornflakes Mixture
Moong Dal Burfee Panchrattan
Besan Ladoo Khatta Meetha
Atta Ladoo
Pinni
Kaju Gunjia Cookies
Anjeer Burfee
Mix Sweets Jeera Cookies (75/300 Gms)
Mix Sweets 750 Gms Atta Cookies (75/300 Gms)
Ajwain Cookies (75/300 Gms)
Coconut Cookies (75/300 Gms)
Butter Badam Cookies (75/300 Gms)
Kaju Pista Cookies (75/300 Gms)
Choco Chip Cookies (75/300
Gift Packs Gms)

Namkeen Nazrana
Sweet Spicy
Meetha Chatpata
Thoda Sa Meetha Thoda Sa Namkeen

Ready To Eat Food

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Meethe Meethe Pal Panipuri (340 Gms)

Double Mazaa Bhelpuri (160/320 Gms)

Pickles Chips
Mango Pickle (400/1000 Gms) 1. Classic Salted (400/1000 Gms) 2.
Lime Pickle (400/1000 Gms) Pudina (400/1000 Gms)
Chilli Pickle (400/1000 Gms) Peprica (400/1000 Gms)
Mix Pickle (400/1000 Gms) Mast Masala (400/1000 Gms)
Takatak (55/120 Gms)

Namkeens

Savouries or namkeens, as they are known, is where the Haldiram’s story began. Savoury snacks have
been a part of Indian food habit since ages. They are normally consumed at teatime. The variety is almost
mind-boggling with specialties from all regions, which have gained national acceptance.
The company has a team of experienced Bikaneri namkeen makers who employ techniques that have
remained unchanged for over two hundred years. They use the most high quality and original ingredients.
So much so, that even the spices are grinded in special spice grinders to give that original Bikaneri flavour
which no one else can deliver. Small wonder then that, they have managed to capture a lion’s share of the
market. And today “Haldiram’s” is a name synonymous with authenticity in namkeen’s.
Sweets
Sweets, which is must for some, an indulgence for others; and for Haldiram’s another area to establish its
superior quality. Haldiram's sweets have found their way into millions of households and left behind an
after taste of great satisfaction, which is not surprising because all the sweets here are made
traditionally, by expert cooks using the freshest and purest ingredients each day. After which they are
tested for quality and taste. Haldiram’s sweets are known for their range too. Delicious sweets like
Rasgullas, Jamphal (GulabJamuns), Raj Bhog, Nargisi Rolls, are hot favourites among people in India
and across the world.
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The fact that Haldiram’s sweets are packaged and tinned in mechanized plants, which gives them a long
shelf life of about 12 months, is also of great significance.
Syrups
Imagine a hot summer day and a tall glass of chilled orange crush to cool you down. Or a glass of hot
badam milk for a cold winter night. Sounds delicious, doesn't it? And Haldiram's range of crushes and
sherbets are another fine example of its plan to diversify and be present in every sphere of the food
market.
Price
Haldiram’s offers its products at competitive prices in order to penetrate the huge unorganized market of
namkeens and sweets.
The company pricing strategy has taken into consideration the price conscious nature of consumers in
India. Haldiram’s has launched namkeens in small packets of 30 grams, priced as low as Rs. 5. The
company also launched namkeens in 5 different packs with prices varying according to their weights
The prices also vary on the basis of the type of namkeens and the raw materials used to manufacture it.
The cost of metallized packing also has an impact on the price, especially in the case of snack foods.
The company revises the prices of its products upwards only when there is a steep increase in the raw
material costs or if additional taxes are imposed

Place
The Haldiram’s products are distributed all over the country and outside country also. Haldiram’s is
successfully exporting its products to USA, UK, Australia, Middle East & Far East Countries, Germany,
Philippines, New Zealand, Nepal, Sri Lanka, UAE, France, Spain, Italy, Holland, Japan, etc., Haldiram’s
is an ISO and HACCP Certified Company and is approved by FDA, USA.
Haldiram’s has developed a strong distribution network to ensure the widest possible reach for its
products in India as well as overseas. From the
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manufacturing unit, the company’s finished goods are passed on to the carrying & forward (C&F) agent.
C&F agents passes on the products to distributors, who ship them to retail outlets. While the Delhi unit of
Haldiram’s has 25 C&F agents and 700 distributors in India, the Nagpur unit has 25 C&F agents and 375
distributors. Haldiram’s also has 35 sole distributors in the international market. The Delhi and Nagpur
units together cater to 0.6 millions retail outlets in India.
C&F agents receive a commission of around 5% while distributors earn margins ranging from 8% to 10%.
The retail outlets earn margins from 14% to 30%. At retail outlet level, margins vary according to the
weight of packs sold. Retailers earn more margins ranging from 25% to 30% by selling 30gms pouches
(priced at Rs.5) compared to the packs of higher weights.
Apart from the exclusive showrooms owned by Haldiram’s, the company offers its products through retail
outlets such as supermarkets, sweet shops, provision stores, bakeries and ice cream parlors. The products
are also available in public places such as railway stations and bus stations that account for a sizeable
amount of its sales.
Haldiram’s products enjoy phenomenal goodwill and stockists compete with each other to stock its
products. Moreover sweet shops and bakeries stock Haldiram’s products despite the fact that the
company’s products compete with their own products.
Distribution Channel Structure
Fig 2.1: Outside Delhi

Haldiram’s
Organization

C&F

Distributor
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Retailer

Fig. 2.2: Within Delhi Consumers

Haldiram’s
Organization

Distributor

Retailer

Consumers

Functions Performed by the Channel Member

The main functions of different channel members are to supply goods, to achieve targets and to increase
sales.
One of the main functions of C&F agents is to achieve the targets assigned to them. They are
responsible for all the activities of their areas.
Maximum sale of the Haldiram’s products comes from the Nankeens and other packed products which
is nearly Rs.250 crore yearly.
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The sale of other goods including the sales of its entire outlet is around Rs.150 crore.
Selection of Channel members
Channels members are selected if the following facilities are available: -
Warehouse Facilities
Experience sale persons.
Van, truck, three-wheelers for transportation.
Registered office.
Proper computer facility for maintaining accounts.
Financially strong
Order processing
Sales persons of C&F agents and distributors go to the retailers of their areas and bring the order daily.
After that they give order in the Corporate Office of Haldiram’s in Mathura road to the general manager.
From corporate office general manager gives order in the factory. (Nodia/Gurgaon/Mathura Road)
As the order is ready to deliver and on confirming from the corporate office, the goods are delivered in
the trucks.
Orders within Delhi and the places near Delhi (like Meerut) are delivered within 24 hours.
Orders outside Delhi are delivered according to the distance. It takes from 24 hours to 72 hours.
Every distributor and C&F agent has a fixed day in a week to give an order.
Haldiram’s has its own warehouse, which is managed by its own staff.

Physical movement of the goods

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The order of Haldiram’s is delivered by truck. Haldiram’s pays the expenses for transportation of
the goods.
Promotion

Haldiram’s product promotion had been low key until competition intensified in the snack foods market.
The company tied with ‘Profile Advertising’ for promoting its products. Attractive posters, brochures and
mailers are designed to enhance the visibility of the Haldiram’s brand.
Different varieties of posters are designed to appeal to the masses. The punch line for Haldiram’s products
was ‘Always in good taste’. Advertising depicting the entire range of Haldiram’s sweets and namkeens
were published in the print media (magazines and newspapers). These advertisements had captions such
as ‘millions of tongues can’t go wrong’, ‘what are you waiting for, Diwali??’ and ‘Keeping your taste
buds on their toes’.
To increase the visibility of the Haldiram’s brand, the company has placed its hoardings in high traffic
areas such as train stations and bus stations. Posters are designed for display on public transport vehicles
such as buses and hoardings.
Captions are developed that focus on individual products such as ‘yeh corn hai’ (this is corn), ‘chota
samosa – big mazaa’ (small samosa- big entertainment) ‘yeh kashmiri mix khoob jamega’ and ‘oozing
with taste’ (for Rasgoolas) promoted individual products .
Special brochures are designed for those customers who want to know more about Haldiram’s products.
The brochures describe the products and give information about the ingredients used to make those
products. Mailers are also sent to loyal customers and important corporate clients as a token of
appreciation for their patronage.
Packaging is an important aspect of Haldiram’s product promotion. Since namkeens are impulse
purchase items, attractive packaging in different colors influences purchases. Haldiram’s uses the latest
technology (food items were packed in nitrogen filled pouches) to increase the shelf life of its products.
While the normal shelf life of a similar product is under a week, the shelf life Haldiram’s
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product is about six months. The company projects the shelf life of its products as its unique selling
proposition.
Posters highlighting the shelf life of its products carried the caption ‘six months on the shelf and six
seconds in your mouth’.
During festival season, Haldiram’s products are sold in attractive looking special gift packs.
The showrooms and retail outlets of Haldiram’s give importance to the point of purchase (POP) displays.
Haldiram’s snacks are displayed on special racks, usually outside retail outlets. The showrooms has sign
boards displaying mouthwatering delicacies with captions such as ‘Chinese Delight’, ‘Simply South’,
‘The king of all chats.’ Posters containing a brief account of the history of Haldiram’s along with pictures
of its products are also displayed at these showrooms.
Haldiram’s has also diversified into the restaurant business to cash on its brand image. The company has
established 6 restaurants overall in India. The restaurant at Nagpur devised an innovative strategy to
increase its business. It facilitated people who were traveling by train to order food from places where
stockists of Haldiram’s, Nagpur unit were located. The customer could order for lunch/dinner by sending
a demand draft or a cheque to the Nagpur unit or giving the same to specified local distributors belonging
to the Nagpur unit. Along with the DD/Cheque, customers had to provide information such as the same
name of the train, its likely time of arrival at Nagpur, their names and coach and seat numbers.
Haldiram’s restaurants in Delhi also use innovative ways to attract customers. The restaurants located at
Mathura and Lajpat Nagar have special play area for children.
To cater to NRI’s and foreign tourists, who hesitate to consume snack foods sold by the roadside vendors
since they do not prepare the foods in a hygienic manner, Haldiram’s restaurant uses specially purified
water to make snack foods including ‘pani puri’ & ‘chat paapri’.
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These promotional strategies have helped Haldiram’s to compete effectively with the local restaurant
chains such as Nathu’s, Bikanerwala and Aggarwal’s and with western fast food chains such as Mc
Donald’s and Pizza Hut.
A. Advertising Strategy
Haldiram’s advertisements have traditionally been copy heavy for various reasons and do not have any
face, known or otherwise, attached to them. They are graphic heavy as well with extremely vibrant use
of colour. Its advertisements earlier had a mature approach with the base line “Always in good taste”, but
of late due to a shift in target audience the base line of the advertisements too has been changed to “Every
zuban pe”. This year, an otherwise conservative company, it has upped ad budgets by more than 60% to
Rs 1 crore - still a far cry though from Lays which spends over Rs 30 crore annually. But these ads were
for what it calls its `new generation products' - chips, funchees, masala balls and Taka-tak.
Visual (Typography, Layout)

Haldiram’s typography contains a very stylized and sophisticated font style, which conveys the image
and the personality of the brand.
The layout is picture heavy with extensive use of colour so as to make the advertisement attractive and
tempting, which is true of any food advertisement.
Verbal (Copy Style)

Initial advertising of the brand contained long copy but this phenomenon has recently changed as the
company is now going in for a very precise and clear form of communication in an informal manner.
Attitudinal

Haldiram’s advertisements are not attitudinal in nature but are rather formal and mature. This trend is
steadily converting into a more informal, relaxed and ‘hinglish’ style.
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THE BRAND

Introduction
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.
Haldiram’s competes on the basis of numerous factors including brand recognition due to distinct
packaging, product quality, traditional taste and authentic Indian flavour. The company’s timely
introduction of new products and line extension has played a major part in the buying behaviour of
consumers as well.
A word of caution for the company though is that it should concentrate on its branding activities, which
will be its saving grace in the future. As the competition toughens the only thing to see a company
through would be its ability to adapt to change, share of space and share of voice in the market.
Figure 3.1 on the following page shows the ‘Eleven Brand Definitions’

Eleven Brand Definitions

Fig 3.1: Eleven Brand Definitions
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PRODUCT

BRAND BRAND

EQUITY

BRAND
BRAND NAME
PROPERTY

BRAND MNEMONI C HALDIRAM’S

BRAND
CORE VALUE

BRAND POSITIONING
BRAND CHARACTER

BRAND POSITION BRAND PERSONALITY

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Product
Haldiram’s 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.
Brand

When it comes to sweets, namkeens and snack food items, Haldiram’s is a name trusted across the Indian
sub-continent. It is a name associated with high quality and traditional taste.
Brand Name

The brand name Haldiram’s came from the owner’s 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.
Brand Core Values

Haldiram’s brand core values are quality, taste, variety, traditional and very Indian.

Brand Character

The brand character of Haldiram’s that distinguishes it from its main competitor FRITO LAYS is its
‘traditional Indian taste’.
Brand Personality

It is not the brand alone but the manner in which the brand presents its characteristics. Haldiram’s 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.

Brand Position

This refers to the consumers’ placement of a company vis-à-vis its competitors. Haldiram’s has also
been rated as the second fastest growing FMCG Company in
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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.
Brand Positioning

Haldiram’s 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.
Mnemonic

Whenever one things of a brand, the first thing that comes to the mind that reminds us of just the brand
and not the features attached to it is considered as the mnemonic for that brand. In Haldiram’s case it is
not available as yet but is under consideration. For the time being the logo itself could be taken as the
mnemonic for the brand.
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 Haldiram’s 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.
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Brand Equity

In case of Haldiram’s 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-à-vis the competitors in the sweets and namkeen market achieved through decades of quality and taste
control measures. The taste that Haldiram’s provides through its products is very Indian and yet it
maintains international quality standards.

COMPETITION ANALYSIS

Introduction
To retain and expand its market share for higher profitability a company must understand it’s competitive
environment. It must know its competitors, their strategies, the strengths and their weaknesses.
The major objectives of this comparison are to:
Analyze Haldiram’s competition (in Namkeens Segment) from an industry and marketing point of view
Analyze the intrinsic long run profit attractiveness through Porter’s 5 force model
Formulation of competitive strategies
Study the designing of competitive strategies
Competitors of Haldiram’s (in Namkeen Segment)
The following are the major competitors of Haldiram’s:
Frito Lays
Bikano
MTR
Unorganized Sector
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However the comparison is restricted to Frito Lays, as this is the closest competitor of Haldiram’s.

Levels of Competition
This analysis covers all four levels of competition for Haldiram’s: Brand, Industry, Form and Generic.
Table 6.1: Levels of Competition

Brand Bikano, Frito Lays, MTR, Lehar, Unorganized

Sector

Industry Differentiated Oligopoly

Form Traditional snacks like Samosa, Kachori, etc.,

Burgers, Pizzas, Salty Biscuits, Bakery Items

Generic Any product competing for the same of amount

consumer dollars
 lOMoARcPSD|37890024

Brand Competition

Brand Competition includes other companies offering similar products and services to the same customers
at similar prices. Here, the brand competition would be all the companies selling Namkeens along the
same lines as Haldiram’s. Because of this brands like Bikano, Frito Lays, etc… and the unorganized
sector are considered as brand competitors.
Industry Competition:

The namkeens industry is essentially made up of a few players producing the same product partially
differentiated along the lines of quality, styling and services. This means that the namkeens industry
follows the pattern of ‘Differentiated Oligopoly’.
Form Competition:

Form competition essentially means that competitors who produce products that supply the same service.
In case of Haldiram’s Namkeens, it faces stiff competition from traditional snacks like samosas, kachoris
etc. and others like salty biscuits, pizzas, burger and bakery items as people tend to substitute namkeens
very easily with these products.

Generic competition

Generic competition essentially includes those companies competing for the same amount consumer
money. In case of Haldiram’s, it includes all edible products in the same price range
Porter’s Five Forces Model
Porter’s five forces determine the intrinsic long-run profit attractiveness of a market or a market
segment. The following is the analysis of this model with respect to Haldiram’s:
Threat of Intense Segment Rivalry (Industry Competitors)

Haldiram’s did not face any intense segment rivalry in the initial stages and some time after that, but the
last few years have seen a lot of players entering the
 lOMoARcPSD|37890024

namkeens/snack food segment. This has led to various new products being introduced by all. Variety and
higher quality standards have been set & the companies are competing with each other to grab a larger
market share in this segment and hence there is evident segment rivalry. The primary and potential threat
that appears to Haldiram’s is from the unorganized segment with its lower pricing and variety in the
products.
 lOMoARcPSD|37890024

Threat of New Entrants

There is a threat of new entrants especially from the unorganized sector that has lesser quality pressures.
The entry and exit barriers are both low leading to stable returns, therefore big companies may enter this
segment looking for a quick profit.
Threat of Substitute Products

Threat of substitute products arises from the ability of the consumer to substitute namkeens by other
things that suit him. For example ice creams, biscuits, bakery products. Like wise and outing for burger
and other fast food items may also substitute for namkeens. The players have to monitor prices closely as
a fall in the prices of these substitute products may lead to a price cut in the namkeen segment as well.
Threat of Buyer’s Growing Bargaining Power

There’s no threat of buyers’ growing bargaining power, as it doesn’t represent a significant portion of the
buyers’ cost. The buyers do not seem to be very price sensitive and nor are they more concentrated
(buyers are distributed across a wide geographical region in the country) or organized.

Threat of Supplier’s Growing Bargaining Power

Suppliers are unorganized and there are a lot of substitutes available to the company. Moreover the
number of suppliers being large and the size of the suppliers being very small as compared to the
company, the company is in a strong bargaining position. Hence there is no such threat of suppliers’
growing bargaining power.
Figure 6.1 on the following page shows the ‘Porter’s 5 Force s Model’ with respect to Haldiram’s
 lOMoARcPSD|37890024

Fig 6.1: Porter’s Five Potential Entrants

Forces Model (for
Namkeen segment)
Low entry and exit barriers
Stable return
Industry Growth rate
Economies of scale
Incumbents’ defense of
market share

Suppliers

Many competitive suppliers

Low costs to switch suppliers
Size small as compared to
Industry Competitors Buyers
company

Good market growth rate Product doesn’t represent

Market equilibrium intact significant fraction of buyers’
Low exit cost. cost
Frequent innovation making Price sensitivity is low.
it expensive to compete Buyers are distributed and
Presence of strong and not organized
aggressive competitors

Substitutes

Lot of substitutes for

namkeens
Price trends have to be monitored closely (threat of form
competition)

CUSTOMER VALUE IS
ANALYS
 lOMoARcPSD|37890024

Haldiram’s

Haldiram’s being the market leader offers enormous benefits to its customers. On the basis of the
consumer behavior survey, the highest benefit that Haldiram’s offers is by way of hygiene and taste.
Another big strength of Haldiram’s, which a factor rated pretty high by the consumers, was Packaging. By
providing fresh and tight packaging Haldiram’s ensures that their consumers can use it for a longer period
of time. Another benefit that Haldiram’s offers is the immense variety in their product line. In fact in the
namkeens segment itself Haldiram’s offers about 40+ varieties and ensures that this benefit stays on by
constantly innovating and coming out with new types of namkeens. The best part is that they offer
traditional snacks rather than modern snacks, which go down very well with the Indian consumer.
Frito Lays

According to the consumer behavior survey, the consumers rated packaging the highest thereby signifying
that this is one of the best benefits that the consumers get from Frito Lays. Apart from that price and
quality were the other benefits that the consumers got from Frito Lays. The biggest benefit is the
availability of the product as it is a product is of Pepsi Foods and hence is backed up by a string
distribution network. However it’s on the variety factor that they actually pale in comparison with
Haldiram’s.
Types of Competitive Strategies
From the information based on the consumer survey, out of 32 people 28 consumed Haldiram’s products.
Since 91% of responses indicate consumption of Haldiram’s products, we conclude that Haldiram’s is the
market leader in the namkeens segment. In the consumer survey that we had done, hygiene and taste had
come out as the highest priority factors that influence the buying behavior. Haldiram’s adopts the
following market leader strategies.
Market leader strategies adopted by Haldiram’s
Increasing the total market share
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Being a market leader, one of Haldiram’s strategies has been to solicit new users for their products. They
have done this by targeting the NRI’s living abroad and exporting their namkeens there. This in turn has
also helped create awareness about their product among the non-NRI’s abroad. Its foray into the foreign
markets has been carefully strategised as in the customization of its products. Apart from this, they have
also penetrated the rural markets quiet effectively by bringing out their products in small, affordable
packets. All these new markets have helped consolidate Haldiram’s position as a market leader.
Defending Market Share:

To protect its position as market leader, Haldiram’s makes use of two defense strategies: Position Defense
and Mobile Defense.
Position Defense

Haldiram’s 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 Haldiram’s.
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, Haldiram’s 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.
Counteroffensive Defense:

When Haldiram’s had started its business there were very few other players in the market. That brought in
complacency in Haldiram’s as far as advertising of its products was concerned. The popularity of
Haldiram’s has till date spread through the word of mouth. Now with new competitors coming in and
advertising their products aggressively Haldiram’s has realized the need to advertise its own
 lOMoARcPSD|37890024

products and has lately forayed into TV advertisement. Thus Haldiram’s has followed counter offensive
defense as in it has responded to the competitors attack.
Expanding Market Share

Haldiram’s

Over the years, Haldiram’s has been diversifying its product line and entering newer markets. This has
resulted in considerably expanding the market share of Haldiram’s, thus also substantially increasing their
products.
Frito Lays

With regard to the namkeens segment, Frito Lays is a relatively new player when compared to
Haldiram’s. In fact according to the consumer behavior survey that we had carried out, out of the 32
respondents, 29 of them consumed Haldiram’s while only 21 of them consumed Haldiram’s. This shows
that Lays still has to go a long way if it wants to be the market leader. Haldiram’s has a very strong brand
loyalty. Hence the strategy currently being adopted by Lays is that of a ‘Market Challenger’.

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 enemy’s weak points are a natural target. One of the biggest weaknesses of Haldiram’s
has been advertising. Most of the publicity has been word of mouth for Haldiram’s. But Lays, being a
product of Pepsi Foods, didn’t 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 Haldiram’s has not been able too.
Share of Market, Mind and Heart
 lOMoARcPSD|37890024

Haldiram’s 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 Haldiram’s as compared to the
other brands. Thus the market share of Haldiram’s coincides with the mind share mainly because of the
high level of market penetration and the word of mouth publicity that the brand enjoys. Haldiram’s 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.
Haldiram’s has also got the biggest share of heart because most of the people prefer consuming
Haldiram’s products. A large share of heart predicts a high market share in the future. Thus Haldiram’s
enjoys a good share of heart and mind along with the biggest market share. This would help Haldiram’s in
retaining its share in the market in the future.
 lOMoARcPSD|37890024

SWOT ANALYSIS
Introduction
Strengths
Haldiram’s has a large product basket for the customers to choose from. One of the biggest reasons for
their namkeen segment succeeding is the continuous updation of their product range.
Their brand is associated with tradition and quality.
Their products are known among the most hygienic products available in this segment.
Their packaging is attractive and innovative which makes for easy discernment of their products on the
shelves, is safe and keeps contents fresh for long.
Their production processes are semi-automated and by using state of the art technology they have been
able to increase the shelf life of their products from one week to six months.
They are the undisputed market leaders in the namkeen segment.
Haldiram’s has been able to build its brand today on the basis of word of mouth publicity, which has
actually taken a lot of people by surprise.
Approval by FDA-HACCP, ISO 9002 and SPA stand testimony to the emphasis that Haldiram’s lays on
the high quality for its products.
Haldiram’s is aggressively trying to capture the international markets by customizing its products and
packaging according to foreign tastes.
Though a large percentage of their consumers are middle-aged customers who are fond of namkeens, yet
they are successfully catering to all age groups and sections of society.
By launching small packets of their diverse namkeen products, they have successfully penetrated
the rural markets.
Online selling of their products through [Link]
 lOMoARcPSD|37890024

Weaknesses
Haldiram’s doesn’t lay emphasis on the need to carry out market surveys either to know the consumer
needs or their feedback.
Haldiram’s started advertising its products too late, as it is not a firm believer in big marketing budgets
and lavish promos because of which they might have lost the initial advantage.
The Company has no policies on Corporate Social Responsibility and environmental norms, which may
affect their Goodwill in the long run.
The Haldiram’s group consists of three concerns that are independent of each other and also there is
a lack of collaboration between the three concerns, which affects the reputation of the company and is a
hindrance in its growth.
The company is not as cash rich as its competitors, which gives its competitors an edge.
Company portfolio does not include western snack foods
Opportunities
Though till now, Haldiram's presence in the western snack foods segment is restricted to potato chips. It
has plans to market convenience food products in the ready-to-eat format, such as paneer, pulao, dal and
vegetables.
If the company starts associating itself with other brands, it will help strengthen the brand image and
bring in larger profits.
Haldiram’s doesn’t have any special namkeen for the kids and teenagers segment, which is a huge
potential target market.
Diversifying the namkeen product line further through constant innovation.
Greater scope to increase market share and profits as they have just started advertising. Opportunity to go
into radio advertising leading to greater rural penetration.
To cut into the unbranded sector by reducing prices to capture value conscious customers.
 lOMoARcPSD|37890024

Having a premium product line to capture high-end consumers.

Threats
A large number of competitors have started entering this segment which might erode the market share of
Haldiram’s. For example companies like Frito Lay’s, ITC, etc, which is cash rich companies, can
actually undercut Haldiram’s profits as they can afford to reduce their prices.
As there are three concerns under the Haldiram’s group, the quality standards differ substantially and any
irresponsibility on the part of any one concern will have a negative impact on all the three as they share
the same brand name.
Competitors such as MTR, Tasty Bites and ITC have already entered the western snack food market and
taken the initial advantage whereas except for potato chips, Haldiram’s is still considering entering this
segment.
If Haldiram’s doesn’t realize the importance of aggressive advertising, its competitors will cut into its
market share as they do advertise on a large scale.
Competition from local restaurants cum sweet shops.
High market presence and share of the unorganized sector.
 lOMoARcPSD|37890024

SWOT Matrix – 1 (Figure 4.1)

STRENGTHS WEAKNESSES

OPPORTUNITIES Existing customer base largely Opportunity to spread the

middle-aged people, with an brand name and increase
opportunity to tap kids and market share through
teenager segment using their aggressive advertising,
brand name. which they haven’t yet
Ability to use superior resorted to.
technology, brand name and By integrating all the three
packaging techniques to cut into concerns under the group,
the unbranded sector. Haldiram’s can eliminate
brand fragmentation and
increase its profits.
 lOMoARcPSD|37890024

THREATS Overcoming competition by Conflict between concerns

utilizing their wide variety of resulting in cutting into each
products. other’s market share.

Lack of transparency in the

organization, which may
cause difficulty in raising
funds for further expansion.

Lack of Corporate Social

Responsibility (CSR), which
may affect the Goodwill of
the organization.

SWOT Matrix – 2 (Fig 4.2)

STRENGTHS WEAKNESSES

Variety Market Surveys

Brand Image Started advertising too late [Link] policies on

CSR
Hygienic Lack of collaboration between the three
concerns
Packaging Not cash rich as it’s competitors

Technology

Market Leader

Word of mouth publicity

Quality

Exports
 lOMoARcPSD|37890024

[Link] consumer base [Link]

penetration [Link] selling

OPPORTUNITIES THREATS

[Link] snack foods segment Large number of competitors

[Link] with other brands [Link]
and teenagers segment [Link] Three concerns affecting each other’s image.
further Competitors have already entered the western
[Link] advertising snack foods market.
Lack of aggressive advertising.

FINDINGS AND ANALYSIS

The following chart shows the distribution of the respondents according to the age group:
Age Profile of Respondents

more than 50; 6% 15-20; 6%

41-50; 9%
21-24; 19%

31-40; 22%

25-30; 38%
 lOMoARcPSD|37890024

Consumption Patterns

Do you consume Haldiram's products?

NamkeePnreCfeor
nLsoucaml Spntiaocnks?
OTHERS 7
NO; 9% MTR BIKANER LEHAR LAYS
3 YES; 34%
14
21

Brand
21
HALDIRAM'S
NO; 66% 29
YES; 91%
0 5 10 15 20 25 30 35
No. of Respondents

In response as
to whether or not they consumed Haldiram’s products, 29 of the 32 answered in the positive, which
translates into almost 91% of the sample size. This establishes the superiority and awareness of the
product among the people. Also another interesting point observed was that the three who didn’t consume
Haldiram’s products weren’t actually averse to Haldiram’s products but did not consume them because
they either didn’t consume namkeens generally or had some medical constraints.
Another point that came across was that when questioned about the consumption of other brands, the
closest competition for Haldiram’s came form Lehar and Lays as 21 of the surveyed people consumed
these too. Also only 34% preferred local snacks when compared to branded snacks which shows that the
branded snacks segment is cutting into the unbranded segment.

Brand Loyalty
59% Have
of thebeen
respondents have
consuming been consuming
Haldiram's since.......

1-3 years; 31%

6mths- 1 year; 10%

greater than 3 yrs; 59%

less than 6 mths 6mths- 1 year 1-3 years greater than 3 yrs
Downloaded by pranav bhardwaj (sharma123pranav@[Link])
 lOMoARcPSD|37890024

Haldiram’s namkeens for over 3 years while 31% have been consuming it for between 1-3 years. With the
arrival of so many competitors on the scene, even a period of year is long enough to prove brand loyalty
which is established very firmly in this case. Thus the chances of the substitutability of the Haldiram’s
namkeens by any other brand seem to be rather low as there has been no switching of brands by any of
these respondents. Those who have tried it have maintained their loyalty towards it. This is again re-
iterated by the following chart, which depicts the perceived change in the quality of Haldiram’s namkeens
by the consumer.

Comparison of quality over the period of use

16
The Influencer
14 Friends
12 10
1
Neighbours
No. of Respondents

10
8 Relatives 1

6
14 Family
4

2
1 Ads
Self 18
0 Better
Significantly Better Neutral Worse Significantly Worse
0 2 4 6 8 10 12 14 16 18 20
No. of Respondents

None of the respondents subscribed to the view that the quality of Haldiram’s namkeens has got worse.
They were either neutral or found it to be better/significantly better than before. This might be one of the
reasons for the strong brand loyalty.
Buying Roles
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
seems
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 lOMoARcPSD|37890024

to 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 Herzberg’s two-factor theory as the absence of
advertisements may have led to dissatisfaction among the consumers but its presence doesn’t seem to
have had any significant impact on the satisfaction or buying trends of the consumer.
Factors
Factors affecting purchase of Namkeens

Packaging
Influencing Buying Behaviour of Namkeens
Taste Quality Brand Name
Cons umer s gave the Price

Feature Preference(s)
Factors

30

25

20
0 5 10 15 20 25
No. of Respondants

No. of Respondents
15

10 priority to the taste of the namkeens as compared to the other factors. Quality came in a
highest
close second on their priority list. What came, as a surprise was
5

V0ery Important Important Somewhat Important Least Important Not at all Important
Variety Food Taste & QualityHygiene Nutritional ValuePricePackaging
 lOMoARcPSD|37890024

that none of the respondents considered packaging as part of their selection criteria, on which Haldiram’s
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 didn’t 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 didn’t seem to have much of
an effect on the buying trends as opinion here again seems to be divided.
I find Haldiram's price...

Very High; 3%
High; 41%

Reasonable; 56%
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With respect to Haldiram’s it was found that 56% of the respondents

considered the price to be reasonable. However 41% also considered it to be high. This confusion is
however solved when viewed in the light of the following graph that analyses the rating of various
factors.

Rating of factors influencing buying behaviour for Haldiram's

96
94
92
Total Score

90
88
86
84
82

Packaging Variety Price Quality Hygiene Taste

Factor

In the above chart, the respondents were asked to rate the factors based on a 5- point scale, 5 being the
highest. The total score for each factor has been computed by multiplying the rating with the
corresponding number of respondents. Here again the same trend of hygiene and taste being given the
highest priority is reiterated. The confusion relating to the price factor is solved as ‘Price’ gets the least
priority among the people surveyed. Hence people don’t mind paying for Haldiram’s namkeens as long as
they get a tasty and hygienic product as value for their money. Once again Packaging, which is a top
priority for Haldiram’s, fails to get top priority among the consumers and finishes fifth on the priority list.
This can be correlated to Herzberg’s two-factor theory. The absence of good packaging may lead to
dissatisfaction among the consumers but the presence of it does not seem to create any particular
satisfaction among the consumer.

I find Haldiram's Namkeens nutritional value...

When it comes
30 to then nutritional value of Haldiram’s namkeens, 84% of the
27
25
20
No. of Respondants

15
10
5
0

MinimalAdequateHea0lthy
 lOMoARcPSD|37890024

respondents felt that the nutritional value was minimal while none of them felt that it was healthy. But
despite this the average consumer still prefers to buy Haldiram’s namkeens thereby proving that the lack
of sufficient nutritional value isn’t a deterrent in purchasing their namkeens.

Do you buy Haldiram's gift packages? Haldiram’s attaches a lot of value to its gift
packages offered during the festive season.
However, 56% of the respondents didn’t
buy such packages. This shows that the gift
YES;packages
44% being offered don’t play such an

NO; 56%

important role on the buying behaviour of the consumer.

Type of Buying Behaviour

Signifiacnce Difference between Haldiram's and other brands?

No; 31%

Yes; 69%
 lOMoARcPSD|37890024

When asked to whether they found any significance difference between

Haldiram’s and any other brand, 69% are of the view that there does exist a significant difference. Also a
product like namkeens involves low involvement levels while buying. Thus it can concluded that buying
behaviour of the consumers of Haldiram’s namkeens is the ‘Variety-seeking buying behaviour’. This
translates into a positive for Haldiram’s, as the consumers, in spite of trying different brands, seem to be
coming back to Haldiram’s.
Future Expectations of The Consumers

The survey also sought to know as to what the consumers expect in the future from Haldiram’s 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 Haldiram’s and there is also a demand for many more
varieties in bhujia’s. 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 Haldiram’s. 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 Haldiram’s.

FINDINGS
‘Consumer Behaviour Analysis’
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Consumers have started increasing their consumption of other brand items which is evident from the fact
that 29 of the 32 respondents eat Haldiram’s Namkeens while a close 21 each eat products of Lays and
Lehar. However local snacks seem to be losing their hold on the consumers mainly because of their lack
of stress on hygiene and quality. However, consumers seem to be very loyal towards the brand called
Haldiram’s primarily because of the high priority they give to taste, quality and hygiene as is evident from
the statistics mentioned above.
Another interesting finding that is that in the absence of the role of the ‘Influencer’, the roles of the
‘Decider’ and ‘User’ seem to be shared by the same person.
The consumers have given top priority to ‘Food taste and Quality’ and ‘Hygiene’. Haldiram’s needs to be
appreciated for having pioneered these factors in the packaged namkeens segment. However, to retain
their stronghold on existing consumers and attract new consumers, Haldiram’s needs to maintain and even
improve these standards.
One aspect, however, that Haldiram’s needs to focus on is their price. 41% found it to be ‘High’.
Haldiram’s needs to focus on this factor as any reduction in the price cut by it’s competitors may
influence the buyer to drift towards another brand.
Overall, Haldiram’s is undoubtedly the most favored namkeen of the consumers and this is established by
one of the findings whereby 91% of the total respondents actually consume Haldiram’s.

‘Competition Analysis’
There are no two ways about the fact that when it comes to the namkeens segment Haldiram’s 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
 lOMoARcPSD|37890024

being grabbed by various players. Hence its important for Haldiram’s 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 Haldiram’s 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 Haldiram’s is that it has started targeting the international market. It now doesn’t face
any major competition in this market and can hence make the best of it. This long-term strategy of
Haldiram’s has already started yielding results.
Haldiram’s 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 always help Haldiram’s to consolidate its position as a market leader.
Overall, the best part about this segment is that neither Haldiram’s nor its competitors indulge in
situations that disturb the market equilibrium. Hence this segment is such that everyone plays their role in
maintaining the market equilibrium and in the long run this shall work out to be favorable for Haldiram’s
and this segment

CHAPTER 4
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CONCLUSION &
RECOMMENDATIONS

CONCLUSION
The market is clogged with dominant players such as Frito-Lay India, PepsiCo’s snack foods arm,
which has almost brought in a snack-chip revolution in the country, Haldiram’s 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 Haldiram’s who till now have not paid serious attention to its branding activities.
 lOMoARcPSD|37890024

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. Haldiram’s 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.
 lOMoARcPSD|37890024

RECOMMENDATIONS
Haldiram’s should aim at constructing a comprehensive media mix.
It could venture into corporate tie-ups at its various outlets.
Set up mini outlets inside the multinational office complexes.
Cash in on the call center wave and have tie-ups with business process outsourcing companies.
Undertake catering at get together, wedding and kitty parties for women who form a chunk of its target
audience.
Conduct road shows on various campuses nation wide.
Whatever tools and methods the company chooses to employ,
interactive communication should be given high priority.
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BIBLIOGRAPHY
Book Material
Marketing Management by Philip Kotler
Sales & Distribution Management by Tapan K Panda & Sunil Sahadev
Service marketing , Pearson Education Ptc Ltd., New Delhi by Lovelock, Christopher H.
Company Visits
Mr. K K Goyal (Sales Manager) Corporate Office
Haldirams Marketing Pvt. Ltd. B-1/H-8,
Mohan Co-Operative Ind. Estate, Mathura Road, New Delhi-4
Websites:
[Link]
[Link]
[Link]
[Link]
[Link]
[Link]
The Hindu([Link])
Times news Network([Link])

ANNEXURE
QUESTIONNAIRE
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Q1. What age profile do you belong to?

□ 15-20 □ 21-24 31-40
41-50 □ More than 50

Q2. Do you consume Haldiram’s products?

Yes □ No

Q3. What is your brand preference for namkeens?

□ Haldirams □ 0 □ Lehar Bikaner
Lays
□ MTR □ Others

Q4. Do you prefer local snacks?

Yes □ No

Q5. Since when have you been consuming Haldiram’s Products?

Less than 6 months □ 6 month – 1year
1-3 years □ Greater than 3 years

Q6. How would you rate the quality of Haldiram over the period of use?
Significantly better □ Better
Natural Worse □ Significantly worse

Q7. What factors motivated you to buy Haldiram’s products?

□ Friends □ Neighbours □ Relatives
□ Family □ Ads □ Self

Q8. Which of these factors influence your buying bahaviour of namkeens?

Packaging □ Quality □Price

Q9. How would you rate the following factors in order of your preference?
Variety □ Food taste and quality
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Hygiene □ Nutritional value

Price □ Packaging

Q10. How you find Haldiram’s price ?

High □ Very high □ Very low
Low □ Reasonable

Q11. Would you buy Haldiram’s products for their

Packaging □ Variety □ Price
Quality □ Hygiene □ Tatste

Q12. How would you rate the Haldiram’s namkeens for their nutritional value?
Minimal □ Adequate □ Healthy

Q13. Do you buy Haldiram’s gift packages?

Yes □ No

Q14. Do you think that is there any significance difference between Haldiram’s products and other
brands?
Yes □ No