HALDIRAMS

PRESENTED BY

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.

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

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

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

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

INDUSTRY COMPETITORS Nathus SUPPLIERS Farmers Manufacturers Units Packaging Suppliers Other Vendors 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

BRAND EQUITY
 Questionnaire on 15 people covering Age TOM Loyalty Awareness Experience of Brand Competitors of Haldiram

ANALYSIS
 18-25 Years Preference for Frito Lays or Unbranded chips Haldirams RTE Snacks More Traditional Awareness of Haldirams High Prefer Zipped Pouches Staff less Presentable, Crowded & Cramped  26-55 Years Awareness is High Preference for Unbranded Products Associate with Quality & Hygiene Satisfied with Experience

ANALYSIS
     Awareness is High Loyalty doesnt exist Association with completely Indian cuisine Major threat from unbranded snacks High on customers trust so can diversify into health food industry

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

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

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

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

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

BRAND PERSONALITY
 Maharaj known for lip-smacking dishes  Male of 40 yrs old of middle or upper middle class  A person fond of food, jolly, old-fashioned, downto-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

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

POINTS OF PARITY
 For Obtaining Category Membership Frame of Reference : RTE Packaged Food High quality products Excellent packaging stressing hygiene Increased shelf life of its products Competitive pricing Emphasis on consumer satisfaction through lingering taste

POINT OF DIFFERENCE
 Original snack makers of Bikaner Credibility with Brand association  Able to use the Indian heritage to promote its authenticity  Nitrogen filled packaging Increase Shell Life

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.

MARKETING MIX ELEMENTS

 Promotion Tied with the Profile Advertising Attractive posters, brochures 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 importance to POP displays.

BRAND EXTENSION
 Restaurant business to cash in on its brand image. in Nagpur amd 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

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.

SUPPLY CHAIN OF HALDIRAMS

C&F Agents  Manufacturing unit 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)

CHALLENGES & OPPORTUNITIES

 Road Ahead

Aggressive competition Changing customer habits (Western Influx) Innovative products and retail forms(Food Malls) Addressing other segments with an inclination to fast food such as children, teenagers and college goers. Venture into other product categories , new snacks with different variants and flavours backed by sound market research. Ideas of offering stickers or tattoos with the pack could also be useful, especially for attracting children Company diversifies and tap other regions

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

THANK YOU!!!