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Haldirams
Introduction
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Started as a small shop run by Ganga Bishen Agarwal Brand name of Haldirams Bhujiawala came into existence Manufacturing unit in Kolkatta set up Much larger unit set up in Nagpur Retail shop set up in Delhi, later manufacturing unit added Entered into the international market (Exports)
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50s60s
70s
80s90s
2000s
Price
Marketing Mix
Place
Promotion
Product
Namkeen (Bhujia)
Sweet and Salty products (traditional sweets and wider range of namkeens)
Source: www.haldiram.com
KhattaMeetha Ready to Eat Cookies Canned sweets Fresh and Dry sweets Syrups Papads Snacks (Murrukus)
Wide range to suit varied needs Hygienic packaging and quality control Customization as per region. Eg: Murrukus, bhelpuri Developing festive season gift packets Long shelf life Different package sizes as per markets (starting from 30 gms onwards)
Price
Factors affecting Pricing Strategy Past Competition only from unorganized players Packaging costs had to be incurred to maintain quality Price revisions ( unavoidable ) only when it was Present Competition from unorganized and organized players, MNCs entered the scene Packaging no longer a differentiating factor, shelf life became more important Pricing is decided as per market condition and competition
Source: Case Studies in Marketing and recent market reports from CCI
Place-Distribution Network
Distributors
Retailers
7 Source: Case Studies in Marketing
Key Points
Available at railway stations and bus stops Own chain of restaurants in Delhi, Nagpur, Kolkatta and NCR region Focused on needs of tourists and building international brand image Online retailing in domestic and international markets Available in big retail stores and supermarkets worldwide
Promotion
TV ads
Print Media and special placement Word of mouth Advertising
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TV Ads
Haldiram_ad1.FLV Haldiram_ad2.FLV
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Source: www.youtube.com
Current Status
Sales 2010Rs708.5 crores , PBT-17.7 crores No. of outlets: 50, out of which 15 owned by company As on 2011, Indian Snacks Industry Frito Lays-58% Balaji Namkeens-14% ITC-9% Haldirams-5% Parle-5% Prakash Snacks-4%
Financials (Prowess)
Haldiram proprietor jailed Business adversely affected Market share fell in India, still strong abroad
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SWOT Analysis
Strengths Strong quality assurance Diverse product range Strong distribution network Recognized brand name Competitive prices
Weaknesses Management issues Split family business divided assets Spurious products Trademark issues
SWOT
Opportunities Indias growth in consumption Increasing consumer awareness Expanding export market Various government schemes
Threats Intense competition Food inflation driving up costs Infrastructure to be upgraded More foreign players Adverse publicity due to jailed owners
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Presented By: Pranil Kadpe Sandeep Jadhav Joel Maria Joseph Sameena Hussain Amit Kadam
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