BY; NISHA SONEJA

Introduction
Started as small time sweet shop in Bikaner in 1937 First company in India to Brand Namkeen The first company to offer traditional Indian snack food First mover advantage-branded namkeen and technology in packaging in India present in more then 50 cities Has grown from a small sweet shop to international chain.

Evaluation
Early 90s- split of 3 units 1992-manufacturing unit with retail 1995- restaurant in Delhi 1997- Separate unit for namkeen 1999- started operating as separate entity competing among themselves for market share 2000- international market Over a period of time the haldirams group has emerged as a household name for ready-to-eat snack in India.

TREND SETTER
It was the first company to brand Namkeen was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items such as "panipuri," "chatpapri," and so on, which catered to the needs of hygiene conscious nonresident Indians and other foreign customers

The group also pioneered new ways of packaging namkeens Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months

Strength as a brand
First mover advantage Product quality and hygiene Value for money product Rich culture heritage-exchange of gifts Hoardings for promotion For all age group

PRODUCTS OFFERED BY HALDIRAM

NAMKEEN (60%) SWEETS SHARBAT BAKERY ITEMS DAIRY PRODUCTS PAPAD ICE-CREAM

PRODUCT PORTFOLIO OF Haldiram

SWEETS OTHER 30% NAMKEEN

60%

10%

PRICE RANGE OF NAMKEEN OFFERED BY HALDIRAM

Pack weight 30 gm 85 gm 180-250gms 400-500gms 1kg Price(in Rs) 5 10 18-25 40-70 95-200

Major Competitors
FRITO LAY
LAYS KURKURE LAHER NAMKEEN CHEETOS UNCLE CHIPS

ITC

BINGO

PARLE SNACKS

SMART CHIPS CHEESLINGS MUSST BITES HIPPO

UNORGANISED MARKET

MARKET SHARE
12% 16% HALDIRAM 27%

FRITO LAYS
ITC 45% OTHERS

PRICING STRATEGY OF HALDIRAM

Haldiram's offered its products at competitive prices in order to penetrate the huge unorganized market of namkeens and sweets. The company's pricing strategy took into consideration the price conscious nature of consumers in India. Haldiram's launched namkeens in small packets of 30 grams, priced as low as Rs.5. The company also launched namkeens in five different packs with prices varying according to their weights .

STRATEGY OF THIER COMPETITORS

As this market is drivin by high impulsive buyers of snack food,thete is a very little dichotomy in the pricing strategy of all major players.

The pricing strategy of lays is consistent with other comprting playes

Lays and Kurkure,the two popular choices comes in different SKUs priced at Rs.5, Rs.10, Rs.20 similar to bingo and haldiram

Recently fritolay launched a Rs.3 SKU for its Kurkure brand in bid to compete more aggressively.
Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and 20. . Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this

STREGNTH STRONG BRAND PACKAGING INNOVATIVE THINKING GEOGRAPHICAL UNDERSTANDING OF THE MARKET

WEAKNESS: TOO MUCH STRESS ON TRADITIONAL INDIAN ITEMS PRODUCT PROMOTION INTERNAL RIVALRY LIMITED NO. OF OUTLETS

OPPORTUNITIES S EXPANSION OF OUTLETS IN CLASS 2 CITIE HOME DELIVERY YOUTH ORIENTED PRODUCT PROMOTION FOREIGN MARKET

SWOT
THREATS UNORGANISED MARKET PLAYERS ORGANISED COMPETITORS FAMILY DISPUTES SPURIOUS PRODUCT

FUTURE EXPANSIONS
To increase export 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.

THANK YOU