2. Contents Of Presentation
Introduction
Mission
Competitors
Competitors Analysis
Research Methodology
International Market
Company Growth Plan
SWOT Analysis
Marketing Mix
Market Segmentation
Conclusion
3. Beginning of way back in 1941 in Rajasthan
The brand name HALDIRAM BHUJIWALA was introduced
Subsequently reach extended 1958 to Kolkata and further
to west India & never looked back.
1983 opened shop in Chandni Chowk the main hub of
commercial centre in Delhi.
Prime focusing was on sweets & namkeens.
it was lead by three brothers Shri Moolchand, Shri
Satyanarain and Shri Rameshwar
4. Shri Moolchand & his four sons Shiv Kishan, Shri Shiv
Ratan, Shri Manohar Lal, and Shri Madhu
Shiv Kishan established Haldiram’s name in Nagpur
Meanwhile Manohar lal Aggarwal and Madhu Sudan had
taken Delhi (the National Capital) by storm with resounding
success of Haldiram at Chandni Chowk & never looked back.
Encouraged by the tremendous response of Consumers,
HALDIRAM decided to go in for up-gradation in technology,
packing, production etc. with installation of plant & machinery
of best available state-of-the-art technology and sophistication.
5. Our main mission is…
Quality
Best packing strategy
Vast market coverage
Number’s of year’s experience
Performance & quality lead to big competition
Staff’s should be very sensitive & customer friendly
about the complaints
6. Fritolays, ITC, Parle (chips)
Fritolays-Lehar, Bikaner (Mixtures)
HUL- Kissan, Gopal Ji, Hamdard, Fun Foods,
Mapro, Kraft foods- Hershey’s (Flavored Syrup)
Traditional food outlets & sweet shops on local
level.
S&A Foods (Sweets)
7. Competitor Analysis
MNC’s with high and diversified communication.
Competitor’s Wide SKU’s and product line.
Competition has Wide and penetrated distribution
network.
8. Problem Identification :-
The project do find out the strategy of Haldiram’s namkeen
in market and swat analysis.
Collection Method of Date used by Haldiram :-
The source of data collection was primary data which was
collected by personal interview, aided by structured disguised
questionnaire.
Area :-
Field work was carried out for the Haldiram Marketing Pvt.
Ltd., in Delhi for the analyze of market potential of namkeen.
Sample Size :-
Daily around 10-20 retailer were interviews. Therefore the
whole exercise took around 14 days. Almost all the
respondents were very helpful and forthcoming with the
information.
9. 1. U.S.A.
2. U.K.
3. Germany
4. Spain
5. Holland
6. Switzerland
7. France
8. Italy
9. U.A.E.
10. Kuwait
11. Qatar
12. Bahrain
13. Saudi Arabia
14. Australia
15. New Zealand
16. Japan
17. Sri Lanka
18. Thailand
19. Singapore
20. Philippines
21. Nepal
22. Botswana
23. West Indies
10. The New Delhi unit caters to Punjab, Haryana, Uttar Pradesh, Bihar,
Jammu & Kashmir, Himachal Pradesh and Part of Assam. The firm at
New Delhi runs four firms offering different products -
Haldiram Manufacturing Co. Ltd. : Namkeens'
Haldiram Marketing Limited : Sweets
Haldiram Snacks (P) Ltd. : Papads
Haldiram India Pvt. Ltd. : syrups & sharbat
The company also operates 3 showroom’s in Delhi, located at Main
Mathura Road, Lajpat Nagar and Chandni Chowk.
11. Strength
1. Quality
2. Research & Development
3. Manpower
4. Pricing
5. Latest technology
6. Packaging
7. Trust of the consumer
Weaknesses
1. Low Advertising Budget.
2. Traditional Management Style.
3. Manufacturing process not
completely automatic.
Opportunity
1. Growing Food Industry.
2. Changes in the Consumers Taste
and Preferences.
3. Increase in the Purchasing
Power of Families.
4. Prospects for Exports.
Threat
1. Availability of substitute goods.
2. Health conscious or awareness.
3. Increasing competition from
Indian and MNC food
companies.
12. PRODUCT : Haldiram offers a various products as per customers
requirement such as sweets, dairy products, snacks etc.
PRICE : Competitive price to penetrate the unorganized markets.
Prices varies according to weights & type of Namkeens & raw
materials.
PLACE : Where customers can purchase the product is also an
important factor in determining sales. It is available at Railway
outlets & Retail Shops. It is also available in rural & urban areas.
PROMOTION : High awareness among the customers. High brand
loyalty for Haldiram products.
POSITIONING : Haldiram offers ready to eat high quality readily
available Indian snacks with excellent packaging which provides
increased shelf life to its products.
13. HALDIRAM PROVIDES A SAVORY SNACKS AS CUSTOMERS
TASTE & PREFERENCES.
As WOMEN are the buyers for household needs and the deciding
factor on what to be served to the guests, Haldiram targets them
for their Nankeens. Minute Khana for those ready-to-eat food
needs.
Takatak & Whoopies for KIDS.
In Mithai also, they have come with sugar free sweets for the
“diabetic” or HEALTH CONSCIOUS CUSTOMERS.
Further, there is something for everyone in Haldiram’s varied
product range, such as, and the all famous Mithai for everyone at
home.
14. There is high awareness level for different Halidram’s Products
amongst the retailers.
From the survey of 250 retailer in Delhi it was noticed that in
most of the retailers are keeping Haldiram namkeens.
Market share of Haldiram namkeen is more than double of its
competitors.
Average annual sale come out to be highest for Haldiram’s
namkeens followed by Lehar, Bikano, local brand like
Namkeens, Raja, Shammi, Tingle, Shah, Aone, Rajsi, etc.
15. Margins as revealed by retailers are highest for local brand followed
by Lehar, Bikano and Haldiram’s in that order.
Brand awareness for Haldiram’s product is very high.
There is significantly high brand loyalty for Haldiram’s products
amongst the consumers.
Lehar namkeens are equally preferred as Haldiram’s. It is also
noticed that young people prefer Lehar’s Aloo Bhujia, Masala
Laccha and Kurkure over Haldiram’s. The reasons for this could be
that the T.V. advertisement of Lehar has an emotional appeal for the
young generation.
Bikano’s Natkhat Nimbu and Crax’s mast mattar are in great demand
over Haldiram’s
