Professional Documents
Culture Documents
Haldiram
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
SUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Shops Popcorns & Peanuts Home Made Preparations
INDUSTRY COMPETITORS
SUPPLIERS Farmers Manufacturers Units Other Vendors C&F Agents Distributors Semi Wholesaler Retail Shops & Paanwalas
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 Evergreens Bengali Sweets Sagar Ratna McDonalds & Nirulas Yo! China Local Sweet Shops
POTENTIAL ENTRANTS Existing Industry Competitors Small Regional Players International Players
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 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
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-toearth, 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.
Salespeople
Salespeople
Salespeople
Salespeople
Segmentation
Geographic
Competition
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
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 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.
Weaknesses:
Too much stress on traditional Indian item Product promotion Customer service Internal Rivalry Limited no. of Outlets
SWOT
Opportunities:
Expansion of outlets in class 2 cities Home delivery Youth oriented Product promotion Foreign Market
Threats:
Unorganized market players Organized Competitors Family disputes Spurious products
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.
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
THANK YOU!!!