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Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of

marketing strategy is often to keep marketing in line with a company's overarching mission statement. Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation.

The Marketing Strategy Process

Ill briefly review each step in turn:

1. Understand Your Customer Develop a clear picture of your target customer using market research and analysis. Understand their pain points and the benefits of your solution.

2. Analyze the Market Some basic market research should allow you to find market data such as total available market, market growth (historical numbers and projections), market trends, etc. 3. Analyze the Competition Ask yourself what other choices your target customers have to solve their pain point. Research and assess the strengths and weaknesses of each. Take a look at this article for more info on competitive marketing strategy. 4. Research Distribution Channels What is the best way to deliver your product or service to your target customers? This will impact your sales strategy and your financials, as well as your marketing mix. 5. Define Your Marketing Mix Check out this article about defining your marketing

mix: Product,Price, Place and Promotion. 6. Analyze the Financials Put together your marketing budget and evaluate projected marketing ROI, customer acquisition costs, etc. 7. Review and Revise Continuously evaluate the effectiveness of your marketing strategy, and revise or extend as needed.


The methodology that was adopted for the study includes both primary source of data as well as the secondary source of data. The methodology of the study can be explained as follows:

The primary data are those which are collected afresh and for the first time, and thus happens to be original in character. We can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interview. There are several methods of collecting primary data, but in this research work primary data collected by using questionnaire.

Secondary data means data that are already available i.e. they refer to the data which have been already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. In this research work, secondary data collected through the Internet Company manual and booklets Books etc.

Methods of data collection

The source of information is generally classified as primary and secondary. According to payline V. Young The source of information can be classified into documentary sources and field sources.

a) Primary data:The information given / collection by individuals or group constitute primary source.

Methods of generating primary data i) Survey ii) Personal interview iii) Group interview iv) Observation v) Questionnaire

b) Secondary data: Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or documentary source. The researcher for this dissertation has decided to use primary source as interview schedule and secondary source as books and internet for data collection.

Tools Of Data Collection: a) Interview schedule & questionnaire was used as tool for primary source of data collection. b) Interview schedule consist of number of question typed in a definite order or form.

After careful study of literature and expert consultation the researcher still may have only a rather vague idea about the critical element in his problem. As pilot study sometimes may be launched as a step preliminary to the form scale before original study are carried out in order to gain some preliminary information of the main project for this purpose the researcher meet companys personal manager to get the pre knowledge of the subject before conduction actual data collection.

Pretesting: Pretesting is the process of an advance testing of study design after the interview schedule has been prepared .The researcher referred books and internet to get prepared literature for this project & report.

Processing:Once the collection of data is over the main step top arranged for p[rocessing and analysis of data. So the interview can be made resulting information theories. The first step is editing, is a process of examining the data collection in interview schedule to defect efforts and mission and to see that they are corrected and the schedules prepared tabulations.

The preparation of the data forms for tabulations must include on operational procedure for accepting, modifying or resection individual questionnaire.

Tabulation is a process of summarizing raw and display it in compact forms for further analysis. Analysis of data is made possible through tables. These tables are made for different variables and to show relationship with each other.

Interpretation of data:Analysis and interpretation are central step in research process. The goal of analysis is to summarize o collected data in such a way that they provide answer to the and triggered the researcher. Interpretation is the research for the broader meaning of research finding. The questionnaire is precoded a few uncoded response are classified the code were verified before transferred to the master chart.

To study about the awareness of Haldirams product among the people in HagaribommanahalliTaluk To study the marketing strategies and brand loyalty of Haldiram To study the marketing mix of Haldirams To analyze Haldirams competitor and compare their strategies and come up with recommendations for any problem being faced by it.


The scope of the study is limited only in Hagaribommanahalli Taluk. This project for increasing Sale and Finding the market for Haldirams product.

HYPOTHESIS Haldirams is most preferable brands in all types products in Dist Level



Marketing Strategy influences the customer Product buying decision. Motivation of Customer interest on Haldirams product.



Our History Past
What started as a small town enterprise in India today is a global phenomenon! In the year 1937 Haldirams began as a small shop in Bikaner, the already famed city for its Indian savouries. Later in the year 1982 Haldirams set up a store in New Delhi, the capital of the country and within no time the word of mouth grew the business manifold over the next decade. Now Haldirams products had become a symbol of taste, hygiene & innovation across the world. Having made a mark in the national territory Haldirams spread its wings by diversifying operations in the outer world by setting up its first international market in USA. As the country was home for many Non Resident Indians (NRIs), our savouries found a good market for itself and have today become a part of their everyday life.

For over sixty years now, we have been unifying the palate of India. It has always been our effort to pamper the taste buds of our valuable customers by providing superior quality food & snacks. Today Haldirams is a 5 million dollar enterprise much talk about brand amongst NRIs living in USA, UK & Middle East. Today Haldirams occupies considerable shelf space at prominent supermarkets, world over. From traditional Indian sweets & savouries to the more international chips and cookies, nuts and sherbets, our products are fast capturing the imaginations of people making it possible for us to aim at expand our markets in the Middle East, East Europe and parts of North Africa.

We plan to leverage our equity in the domestic and international market to become a food company with not just branded products under its belt but also restaurants, retail chains and a wide product range that includes milk based foods and noodles. When we first started exporting in the year 2001, our figures stood at $1.7mn. Today this export figure has touched a mark of $6.00 mn and we hope to sustain a 40% growth over the next 5 years. Anticipating this, we have subsequently increased our production capacity. A considerable investment has also been made in advanced processing and packaging units which enables us to marry tradition with technology. In the near future we hope to make our products visible in the markets of places such as Algeria, Jordan, Yemen, Taiwan, Columbia, Cyprus, Ukraine, Armenia, Finland, Sweden, West Indies, Libya, Egypt, Trinidad & Tobago.

Mission & Visions

Mission We strive to be the global leaders and providers of world class authentic and premium Indian food & snacks. Haldirams is committed to supplying itscustomers with the finest, high-quality products and thereby nourishing the experience of everyone we serve.

Vision Haldirams envisions becoming a leading food corporation with diverse range of food and snacks products. We would endlessly work towards creating a brand which is synonymous to Taste & Hygiene. Along with being the


premier food company we also look forward to be the best in terms of consumer value & customer service.

Values & Philosphy

Our corporate purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact."

Always working with integrity Conducting our operations with integrity and with respect for the many people, organisations and environments our business touches has always been at the heart of our corporate responsibility.

Continuous commitment We're also committed to continuously improving the way we manage our environmental impacts and are working towards our longer-term goal of developing a sustainable business.

Setting out our aspirations Our corporate purpose sets out our aspirations in running our business. It's underpinned by our code of business Principles which describes the operational standards that everyone at Haldirams follows, wherever they are in the world. The code also supports our approach to governance and corporate responsibility.

Working with others We want to work with suppliers who have values similar to our own and work to the same standards we do. Our Business partner code, aligned to our own Code of business principles, comprises ten principles covering business integrity and responsibilities relating to employees, consumers and the environment.


Global Code of Conduct

Haldirams is committed to "Performance with Purpose". Simply put, this means doing business the right way: operating responsibly with integrity and with high ethical standards. Our Worldwide Code of Conduct embodies those principles. It is Haldirams statement of how we expect our employees to do business. The Code of Conduct provides guidance for dealing with other employees, customers, suppliers, our shareholders, the public and our competitors in an ethical and appropriate manner. The Code of Conduct, by its very nature, cannot describe every possible situation that our employees may experience. What it does provide is the foundation for the Purpose behind our Performance.

CSR & Philianthrophy

At Haldirams, corporate responsibility is a process of continually improving our standards, our actions and our processes. Beyond a 100 bed super specialty cardio-vascular hospital in Bikaner, India, we are committed to the environment, people and communities at all stages of our value-chain.

Commitment to Environment We believe in protecting and conserving the environment. We are developing ways to reduce our environmental impact throughout our global operationsand to help conserve natural resources. We have developed management systems and policies to ensure environmental compliance, prevent pollution and continually improve performance on criteria relevant to our business and operations. We have ambitious "beyond compliance" goals for improvements in energy efficiency, carbon emissions reduction and water management. In addition to our efforts within our business,


we also partner with others to reduce the environmental impacts of the supply chains in which we participate.

Commitment to People We strive to create a workplace where employees feel valued and are given opportunities to contribute regardless of gender, race, nationality, religion, sexual orientation, gender identity, or gender expression. We are committed to treating people with dignity and respect. Hiring, motivating, developing and retaining the right people is critical to our ability to deepen relationships with customers and fulfill our promises to the communities we serve. We pay regular and competitive wages and appropriate benefits. A clear demonstration of our respect for our employees is our unyielding commitment to safety. Our goal is to send people home safely every day. In the broader community, we are committed to respecting human rights, eliminating employment discrimination and illegal labor practices, and respecting freedom of association. We do not accept or support the use of illegal, abusive, forced, or child labor within our operations.

Commitment to Environment We work together with a diverse group of partners to support responsible economic development and to bring positive, measurable improvements to thecommunities where we live and work. Our businesses and our people provide support by contributing time, talent and financial resources, as well as promoting good civic behavior and dialogue between stakeholder groups. We are committed to contributing 2 percent of our global consolidated pre-tax earnings, based on a three-year trailing average, to programs that are focused on improving nutrition and health, education and environmental stewardship. We recognize our continued success depends on the growth and health of our communities and partners. We are committed to investing in, engaging with and respecting the cultures of the communities where we live and work to promote sustainable and responsible economic

development, to create growth that improves living standards and promote vibrant, stable communities

Our Leadership
Haldirams is a family run enterprise ever since. Haldirams is a company full of strong, talented individuals starting with the company leadership. Get to know the inspiring people helping lead Haldirams on its performance-led journey. The company is steered largely by its two directors:

Mr. Manohar Lal Agarwal, Chairman & Managing Director Haldirams Group of Companies

Mr. Madhu Sudhan Agarwal, JMD Joint Managing Director Haldirams Group of Companies The Board of Directors comprise of generation next of Agarwal family

including 5 brothers, a CEO and CFO to guide and supervise operations throughout the corporate businesses. The Board of Directors at Haldirams include:

Mr. AAA Agarwal Managing Director Haldirams Exports Private Limited

Mr. BBB Agarwal Managing Director Haldirams Manufacturing Co. Private Limited


Mr. CCC Agarwal Managing Director Haldirams Marketing Co. Private Limited

Mr. DDD Agarwal Managing Director Haldirams Products Private Limited

Mr. EEE Agarwal Managing Director Haldirams Snacks Private Limited

Mr. Xxx Jain Chief Executive Officer (CEO) Haldirams Group of Companies

Mr. Yyy Gupta, COO Chief Operations Officer (COO) Haldirams Group of Companies

Mr. Zzz Singhal Chief Finance Officer (CFO) Haldirams Group of Companies


Haldirams with extremely strong presence in Delhi NCR, also retail across the length and breadth of India, via its elaborate supply-chain of over 100+ C&F Agents, 280+ Distributors and over 6000 retailers. While a limited range of products is available across India, due to obvious constraints of perishability and cost, the range of Namkeens and Savouries are the most widely available on local shops throughout the country. Content yet to come Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

Haldirams retail its variety food and snack products in over 50 countries around the world with a very strong presence in United States and United Kingdom. Haldirams is present in almost every country which boasts Indian diaspora in better numbers. Content yet to come Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at


Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

Haldirams run over 20 restaurants in Delhi NCR region serving over 100,000 people every day. The open snack menu of Haldirams is an elaborate selection of exotic and ethic Indian delicacies served fresh a perfect excuse for a housewife to escape everyday mundane cooking. Haldirams diversified into the restaurant business to cash in on its brand image. The company established restaurants in Delhi. The restaurant devised an innovative strategy to increase its business: It facilitated people who were traveling by train through station to order food from places where stockists of Haldirams unit were located. The customers could order for lunch/dinner by sending a demand draft (DD) or cheque to the unit or giving the same to specified local distributors belonging to the unit. Along with the DD/cheque, customers had to provide information such as the name of the train, its likely time of arrival at city, their names and coach and seat numbers. Haldirams restaurants in Delhi also used innovative ways to attract customers. The restaurant located at Mathura road had special play area for children. To cater to NRIs and foreign tourists, who hesitated to consume snack foods sold by the roadside vendors since it was not prepared in a hygienic manner, the Haldirams restaurant located in South Delhi used specially purified water to make snack foods including pani puri and chat papri. These

promotional strategies helped Haldirams to compete effectively with local restaurant chains such as Nathus, Bikanerwala and Agarwals and with western fast food chains such as McDonalds and Pizza Hut.

Haldirams is the first Indian snack food company to set its virtual shop, retailing almost 200 products and variants online to reach the wider crosssection of its customers. The online ecommerce web portal of Haldirams not only facilitate people to book their orders online, but also rewards customers with loyalty points, which can redeemed for interesting and exclusive festive merchandise. Content yet to come Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

Awards & Recognition

Haldirams is an ISO 9002 and HACCP recognized company with several awards under our belt.

INTERNATIONAL AWARD FOR FOOD & BEVERAGES awarded by Trade Leaders Club in Barcelona, Spain in 1994

KASHALKAR MEMORIAL AWARDS presented by All India Food Preservers Association in 1996 at its Golden Jubilee Celebrations for manufacturing the best quality food products.

BRAND EQUITY AWARD 1998 was awarded by Progress Harmony Development Chamber of Commerce & Industry in recognition of creating a successful Indian Brand.

APEDA EXPORT AWARD 2001- 2002 was awarded by Agriculture & Processed Food Product Exports Development Authority for outstanding contribution to the promotion of Agriculture & Processed Food Products during the year 2001-2002


Research & Development

We have more than 500 scientists, engineers, chefs and technicians working around the country inventing new and improving existing products to delight consumers everywhere around the world. Our customers turn to Haldirams for our scientific expertise when the challenge is enhancing an existing product, improving process efficiencies, or uncovering a solution that helps them launch a first-to-market innovation. Our goal is to leverage Haldirams research and development capabilities to generate distinctive value through new, improved products and innovative ways to reduce costs or both. We draw both on our own research as well as on external collaborations to produce evidence for nutrition claims. Findings are published in scientific papers and regulatory dossiers, while also featuring in communications targeted at a wide range of audiences. Our core activities include working with external experts and authorities to provide evidence for claims, driving the nutritional enhancement of our products, and promoting a healthy diet and lifestyle. Successful collaboration ensures our experts' collective minds are brought


together as one R&D organization to help create the products for which we're so well-known. We do this through our six strategic R&D laboratories that focus on delivering ground-breaking technologies and our 6 major development centres that develop and implement product innovations. Our strategic research and development laboratories are located in Delhi, Gurgaon, and Noida.

Manufacturing Process
There is a strong emphasis on international standards of manufacturing and quality control. Our products taste like they have arrived fresh out of grannys kitchen; we share the Indian grannys proverbial fetish for hygiene. Our ethos may date back to vintage India, but our outlook is every bit as professional as that of a progressive, modern day Indian company. We have regular laboratory check to ensure that the quality parameters of FDA, USA and Safety Act, UK are met at every level - raw material to finished products. We also have advanced in-house testing facilities for Aflatoxin, Pesticides, Sudan colors and other Microbiological tests. And the laboratory is not all there is. We have a definite environmental policy in place, which lays emphasis on waste management, water and energy conservation. You can have a look at a short video alongwith this page to get idea on our manufacturing process.

Packaging was an important aspect of Haldirams product promotion. Since namkeens were impulse purchase items, attractive packaging in different colors influenced purchases. Haldirams used the latest technology (food items were packed in nitrogen filled pouches) to increase the shelf life of its products. While the normal shelf life of similar products was under a week, the shelf life of Haldirams products was about six months. The company projected the shelf life of its products as its unique selling proposition. Posters highlighting the

shelf life of its products carried the caption six months on the shelf and six seconds in your mouth. During festival season, Haldirams products were sold in attractive looking special gift packs. Content yet to come Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

Supply Chain
The showrooms and retail outlets of Haldirams gave importance to point of purchase (POP) displays. Haldirams snacks were displayed on special racks, usually outside retail outlets. The showrooms had sign boards displaying mouth-watering delicacies with captions such as Chinese Delight, Simply South, The King of all Chats. Posters containing a brief account of the history of Haldirams, along with pictures of its products, were also on display at these showrooms. Content yet to come Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem

Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

Haldirams product promotion had been low key until competition intensified in the snack foods market. Consequently, attractive posters, brochures and mailers were designed to enhance the visibility of the Haldirams brand. Different varieties of posters were designed to appeal to the masses. The punch line for Haldirams products was, Always in good taste. Advertisements depicting the entire range of Haldirams sweets and namkeens were published in the print media (magazines and newspapers). These advertisements had captions such as millions of tongues cant go wrong, What are you waiting for, Diwali? and Keeping your taste buds on their toes. To increase the visibility of the Haldirams brand, the company placed its hoardings in high traffic areas such as train stations and bus stations. Posters were designed for display on public transport vehicles such as buses, and hoardings, focused on individual products were developed. Captions such as yeh corn hain (this is corn), chota samosa big mazaa (small samosa big entertainment), yeh Kashmiri mix khoob jamega (this namkeen item will gel well) and oozing with taste (for Rasgoolas) promoted individual products. For those customers who wanted to know more about Haldirams products, special brochures were designed which described the products and gave information about the ingredients used to make it. Mailers were also sent to loyal customers and important corporate clients as a token of appreciation for their patronage.



All in One

Ingredients: Gram Flour, Moth Pulse Flour, Lentils, Cornflakes, Green Gram Pulses, Green Peas, Pressed Rice, Cashewnut, Peanut, Potato, Edible Oil, lodised Salt, Spinach, Sugar, Chilli, Spices & Citric Acid.

Aloo Bhujia

Ingredients: Potato, Gram Flour, Edible Oil, Edible Salt, Citric Acid & Spices in Mild Flavour.


Badam Dalmoth

Ingredients: Green Gram Pulse, Potato, Almond, Pistachio, Cashewnut, Magaj Beej, Edible Oil, Salt, Spices, Musk Melon Seeds & Permitted Food Colour

Badam Lachha

Ingredients: Potato Sticks, Almonds, Pistachios, Cashewnuts, Raisins, Curry Leaves (Fried) 0.02%, Edible Oil, lodised Salt, Sugar & Citric Acid



Ingredients: Moth Pulse Flour, Gram Flour, Edible Oil, Chillies, lodised Salt & Spices.

Chana Chips

Ingredients: Gram, Edible Oil, Citric Acid, Iodised Salt, Chilli & Spice in Mild Flavours.


Chat Patta

Ingredients: Gram Pulses, lentil, Green Peas, Peanuts, Potato, Gram Flour, Edible Oil, Iodised Salt, Spices (Clove, Black Pepper, Dry Ginger, Cassia, Curry Leaves, Cardamom, Turmeric, Asafoetida, Coriander), Citric Acid & Food Colour Added

Kaju Dalmoth

Ingredients: Lentil, Cashewnuts, Musk Melon Seeds, Gram Flour, Edible Oil, lodised Salt, Spices & Spinach.



Ingredients: Gram Pulses, Lentils, Flake Rice, Sago, Peanuts, Potato, Green Pees, Edible Oil, Curry Leaves, Sugar, lodised Salt, Chillies, Spices, Citric Acid & Food Colour Added.

Moong Dal

Ingredients: Green Gram Pulses, Edible Oil & lodised Salt.



Ingredients: Gram Pulses, Lentil, Green Peas, Peanuts. Potato, Gram Flour, Edible Oil, Chilli, lodised Salt, Spices & Permitted Food Colour.

Tok Jhal Misti

Ingredients: Gram Pulses, Peanut, Flaked Rice, Edible Oil, Sugar, Iodised Salt, Chilli, Spices & Curry Leaves.


Bikaneri Papad

Ingredients: Urad & Moongdal Flour, Edible Oil, Salt, Spices, Condiments & Citric Acid.

Masala Papad

Ingredients: Urad & Moongdal Flour, Edible Oil, Iodised Salt, Spices, Condiments & Citric Acid.


Green Chilli Pickle

Ingredients: Green Chillies, Edible Vegetable Oil, Salt, Spices (Chilli, Fenugreek, Mustard, Turmeric, Asafoetida) & Acetic Acid

Lemon Pickle

Ingredients: Lemon Pieces ,Edibie Vegetable Oil, Salt, Spices (Chilli, Fenugreek ,Mustard, Turmeric, Asafoetida) & Acetic Acid.


Mango Pickle

Ingredients: Mango Pieces, Edible Vegetable Oil, Salt, Spices (Chilli, Fenugreek, Mustard, Turmeric, Asafoetida) & Acetic Acid.

Mixed Pickle

Ingredients: Pieces of Mango, Lemon, Ginger, Carrot, Chillies, Edible Vegetable Oil, Salt, Spices (Chilli, Fenugreek, Mustard, Turmeric, Asafoetida) & Acetic Acid.


Stuffed Red Chilli Pickle

Ingredients: Red Chillies, Edible Vegetable Oil, Salt, Spices (Chilli, Fenugreek, Mustard, Turmeric, Asafoetida. Amchur) & Acetic Acid.

Sweet Mango Lachha

Ingredients: Mango Lachha,Sugar,Kismis,Spices,Chilli,Salt, Cardamom & Food Colour.


Ghee Laddu

Ingredients: Gram Flour, Ghee, Sugar, Almond, Saffron, Pistachio & Cardamom.

Ghee Soan Papdi

Ingredients: Sugar, Ghee (Clarified Butter Oil), Gram Flour, Wheat Flour, Cardamom, Cashew, Almonds, Pistachio, Wheat Fibre & Citric Acid


Kesar Laddu

Ingredients: Gram Flour, Edible Vegetable Oil, Sulphur Free Sugar, Glucose, Saffron, Pistachio, Almond, Cardamom & Cucumber Seed.

Kesar Soan Papdi

Ingredients: Gram flour, Wheat Flour, Sugar, Ghee(Clarified Butter) Saffron, Cashew, Almonds, Pistachio ,Wheat Fibre and Lemon.


Angoori Petha

Ingredients: Fresh Pumpkin, Sugar, Water, Saffron & Added Permitted Food Colours C.I. No, 19140 & 15985

Gulab Jamun

Ingredients: Sugar, Water, Concentrated Milk (Solid), Wheat Flour, Corn Flours, Hydrogenarated Vegetable Oil.



Ingredients: Water, Sugar, Cottage Cheese (Solid), Saffron & Added Permitted food Colours C.I. No 19140 & 15985


Ingredients: Water, Sugar & Cottage Cheese Solids.



Ingredients: Wheat Flour & Edible oil

Royal Badam Syrup

Ingredients: Sugar, Almonds Paste, Cardamom, Condensed Milk, Saffron, Citric Acid & Added Flavour.


Royal Kesaria Thandai Syrup

Ingredients: Sugar, Water, Almonds Paste, Saffron, Black Pepper, Cardamom, Spices & Citric Acid.

Royal Orange Syrup

Ingredients: Sugar, Water, Citric ,Acid & Added Flavour.


Royal Rose Syrup

Ingredients: Sugar, Water, Citric Aciid & Natural Essence



In order to extract the meaningful information from the data collected an analysis of data is done using pie charts, bar graphs etc. The first objective of the research project is concerned with finding out what percentage of people likes to eat snacks. The chart given below is clear on the percentage of people who like to eat snacks. 1:- Do you eat Haldirams Products? Decision Yes No Respondents 68 32 Percentage 68% 32%


Yes No


Interpretation : -The primary and the secondary form of data collection, says that nearly 68 percent of the people love to eat Haldirams Products. People always consume it with Tea, Coffee or with Cold Drinks.


Ques 2:- Have you Heard of Haldirams Products? Dicesion Yes No Respondents 89 11 Percentage 89% 11%

90 80 70 60 50 40 30 20 10 0 Yes No Respondents

Interpretation :- As per the survey done, the 89% people know about the Haldirams Products and 11% people did not now. It means most of the people now about the haldirams products.


3:- in Haldirams Which flavor do you like most?

Products Namkeens Papad Pickle Sweets Syrup

Respondents 30 15 10 40 5

Percentage 30 15 10 40 5





Namkeens 0 5 10 15 20 Respondents 25 30 35 40

Interpretation :- As per the survey done, 40% people like sweets 30% like Namkeens, 15% like Papad 10% like Pickles and 5% Syrup. It means sweets and namkeens most powerful products in Haldirams products.


4:- which professional people like the Haldirams products?

Profession Students Business peoples Employs Others

Respondents 18 32 40 10

Percentage 18 32 40 10

10% 18%

Students Business peoples Employs Others 40% 32%

Interpretation :- As per the survey done, 40% like Employs,

32% like

business peoples, 18% students like and 10% like others. It means all generation peple to use Haldirams products.


6:- Age Wise Classification of Users Age (in year) 18-20 21-25 26-30 31-35 36- above Total No. of respondents 8 12 20 22 38 100 Percentage (%) 8 12 20 22 38 100

36- above



No. of respondents


18-20 0 10 20 30 40

Interpretation :- As per the survey above 36 age peoples are like most of this products, and 22 members like this product age between 31-35. The result shows middle age peoples most like Haldirams Products


7:-How much satisfied are you with Haldirams Products ?

Satisfaction Very Satisfy Satisfy Un satisfy Total

Respondent 58 30 12 100

Percentage 58 30 12 100


30% 58%

Very Satisfy Satisfy Un satisfy

Interpretation :- As per the survey

58% respondent vary satisfy, 30%

members satisfy and 12% members are un satisfy. The result shows strongly satisfy the products.


8:-What do you like in Haldirams Product? Future Taste Varity Quality Price Packaging Other No, Respondent 30 22 30 8 5 5 Percentage 30 22 30 8 5 5

Other Packaging Price No, Respondent Quality Varity Taste 0 5 10 15 20 25 30

Interpretation :-The majority of males and females like the taste of the haldirams products, but the middle age segment like Haldirams because it offers a lot of verity and flavor. As it is the Haldirams product so, it has a good image in the public eyes in terms of quality.


9:- Is the price of Haldirams Products is satisfactory? Decision Yes No No. Respondent 82 18 Percentage 82 18


Yes No


Interpretation : -Nearly all the haldirams product available in the market is about the same price so all the 3 segments are satisfy with the price, where as few people wants that the price must be according to flavor. The price must be competitive so the people can switch on with the Haldirams product.


10:-Compare to other Food Products that are available in market , would you say that Haldirams Product is?

No of Respondent Much Better Better Same Worse Much worse 25 30 40 3 2

Percentage 25 30 40 3 2

40 35 30 25 20 15 10 5 0 Much Better Better Same Worse Much worse No of Respondent

Interpretation : The research show people see equal to other products and also says it is better to other products. Least member says it is worse



FINDINGS Consumers have started increasing their consumption of other brand items which is evident from the fact that 29 of the 32 respondents eat Haldirams Namkeens while a close 21 each eat products of Lays and Lehar. However local snacks seem to be losing their hold on the consumers mainly because of their lack of stress on hygiene and quality. Another interesting finding that is that in the absence of the role of the Influencer, the roles of the Decider and User seem to be shared by the same person. One aspect, however, that Haldirams needs to focus on is their price. 41% found it to be High. Haldirams needs to focus on this factor as any reduction in the price cut by its competitors may influence the buyer to drift towards another brand. Overall, Haldirams is undoubtedly the most favored namkeen of the consumers and this is established by one of the findings whereby 91% of the total respondents actually consume Haldirams.



The market is clogged with dominant players such as Frito-Lay India, PepsiCos snack foods arm, which has almost brought in a snack-chip revolution in the country. Even the dairy major Mother Dairy has a presence in the category. With the entry of companies such as ITC and HLL into this industry, it is getting tough for companies such as Haldirams who till now have not paid serious attention to its branding activities. Increased media exposure, ever increasing purchasing power of the target audience coupled with their desire to spend more on eating out due to lifestyle changes will fuel the demand for snack food items and only those companies which have a considerable share of voice and space in the market will be able to survive. Haldirams has the capability of meeting these demands and only requires a certain revision in its strategies to be able to do so successfully, which it already has begun to consider.


SUGGESTION Haldirams should aim at constructing a comprehensive media mix. It could venture into corporate tie-ups at its various outlets. Set up mini outlets inside the multinational office complexes. Cash in on the call center wave and have tie-ups with business process outsourcing companies. Undertake catering at get together, wedding and kitty parties for women who form a chunk of its target audience. Conduct road shows on various campuses nationwide.


Q1. What age profile do you belong to? 15-20 41-50 21-24 More than 50 31-40

Q2. Do you consume Haldirams products? Yes No

Q3. What is your brand preference for namkeens? Haldirams MTR Lays Others 0 Lehar Bikaner

Q4. Do you prefer local snacks? Yes No

Q5. Since when have you been consuming Haldirams Products? Less than 6 months 1-3 years 6 month 1year Greater than 3 years

Q6. How would you rate the quality of Haldiram over the period of use? Significantly better Natural Worse Better Significantly worse

Q8. Which of these factors influence your buying bahaviour of namkeens? Packaging Quality Price

Q9. How would you rate the following factors in order of your preference?


Variety Hygiene Price

Food taste and quality Nutritional value Packaging

Q10. How you find Haldirams price ? High Low Very high Reasonable Very low

Q11. Would you buy Haldirams products for their Packaging Quality Variety Hygiene Price Tatste

Q12. How would you rate the Haldirams namkeens for their nutritional value? Minimal Adequate Healthy

Q13. Do you buy Haldirams gift packages? Yes No

Q14. Do you think that is there any significance difference between Haldirams products and other brands? Yes No



Websites: 1. 2. 3.

Books: 1. Marketing Management by Philip Kotler. 2. Marketing Management S.A. Sherlekar 3. Service marketing , Pearson Education Ptc Ltd., New Delhi by Lovelock, Christopher H.