BRAND TRACKING

SURVEY
Submitted by- Sonali Goel B-03
Varuna Punjabi B-04
Niharika Grover B-05
Sahil Behl B-14
Anuja Sharma B-39
Abhishek Gupta B-41

ABOUT HALDIRAM
Haldirams, the brand name that is always associated with quality, product and service. It
took more than six decades to become the leading manufacturer of Indian savoury snacks.
Haldirams has been rightly termed as Taste of Tradition. Known for its unbeatable taste in
Mithais and Namkeen segment, Haldiram is an household name now.
Haldirams has grown both in domestic and international market. Today Haldirams is
known for matchless quality, packaging, efficient supply chain management, distribution
network and zero impurity. Haldirams came out with different products which suited the
tastes of various ethnic and geographical groups.

HISTORY OF HALDIRAM
Started from a small shop in Bikaner in 1937 by Ganga Bishen Agarwal, (popularly
known as Haldiram).
Bhujia sev- very popular among the residents of Bikaner.
In 1941 the name Haldirams Bhujiawala was used for the first time.
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

STRENGTHS AS A 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

MARKETING STRUCTURE OF HALDIRAM

BRAND TRACKING SURVEY

The aim of the survey was to know the Brand- HALDIRAM in a better way and to research
on how the brand is perceived by its customers.

1. BRAND AWARENESS AND USAGE

Brand awareness means the extent to which a brand associated with a particular product is
documented by potential and existing customers either positively or negatively. Creation of
brand awareness is the primary goal of advertising at the beginning of any product's life cycle
in target markets. In fact, brand awareness has influence on buying behaviour of a buyer. All
of these calculations are, at best, approximations.
According to the survey done maximum number of people are aware about Haldiram and
when it comes to recalling Indian fast food restaurant haldiram is the one which leads.

awareness level
60%
50%
40%
30%
20%
10%
0%

awareness level

2. BRAND JUDGEMENT
How customers put together all the different performance and imagery associations of the
brand to form different kinds of opinions helps us in knowing the brands
1.
2.
3.
4.

Quality
Credibility
Consideration
Superiority

According to the brand tracking survey of Haldirams maximum people feel that the attitude
of Haldiram and the way it is working is positive as they are working since decades and are
now experienced thus can lead their brand in a positive way.

attitude
60%
50%
40%
30%
attitude
20%
10%
0%
highly positive

positive

neutral

negative

Maximum customers of Haldiram likes the food and services provided by them and their
satisfaction level is also towards a higher and a positive side.

satisfaction level
50%
45%
40%
35%
30%
25%

satisfaction level

20%
15%
10%
5%
0%
very low

low

average

high

very high

Quality of food which Haldiram provides and aims to do further is what is mostly liked the
consumers as they perform according to the customers needs and want and every dish of
them is prepared as fresh and according to the customers likability.

likability
70%
60%
50%
40%
likability
30%
20%
10%
0%
quality

price

ambience

service

Haldirams is likable by all the segments of consumers due to its factor of showing concern
towards the society as a whole.

haldiram is

innovative
knwoledgeable
trustworthy
likable
concerned about their
customers
concerned about society as a
whole
admirable
hygienic

3. BRAND PERFORMANCE
Product itself is at the heart of the brand equity, because it is the primary influence on
what consumers experience with a brand, what they hear about a brand from others
andwhat the firm can tell customers about the brand in their communications:
Designing & delivering a product that fully satisfies consumer needs and
wants is a prerequisite for successful marketing.
There are mainly 5 important types of attributes and benefits that often
underlie brand performance:
1. Primary ingredients & supplementary features
2. Product reliability, durability & serviceablitiy
3. Service effectiveness, efficiency & empathy
4. Style & design
5. Price
Maximum consumers feel that Haldirams high level of performance is because of the the
convenience which it provides in eating that is it gives quick delivery, delicious and high
quality food every time.

haldiram is
convenient to eat at
provides quick, efficient service
has clean facilities
is for the whole family
has delicious food
has a varied menu
has friendly, courteous staff
offters fun promotions
has a stylish and attractive look
has high- quality food

4. BRAND IMAGERY
Brand imagery is how people think about a brand abstractly, rather than what they
think brand actually does.
Imagery associations can be formed:
1. Directly: from consumers own experiences & contact with product, brand, target
market or usage situations
2. Indirectly: depiction of these same considerations as communicated in brand
advertising or by some other source of information.
According to our analysis maximum users feel that Haldiram is an old brand which is
highly experienced and knows how to make it self successful. The brand is also said
to be reliable due to its consistency in the product and quality of food.

words that descirbes Haldiram

down to earth
honest
daring
up-to date
reliable
successful
upper class
charming

5. BRAND FEELING
Emotions evoked by a brand can become so strongly associated that htey are acessable during
product consumption and use, this is how a brands feeling can by checked.
There are mainly 6 types of brand building feelings:
1.
2.
3.
4.
5.
6.

Warmth
Fun
Excitement
Security
Social approval
Self respect
According to the research done Haldiram is a brand which provides maximum
warmth because of its ability of being approved socially. Haldiram works on one soul
motive that is to provide its customers with quality food which makes them stand
different from competitors.

Haldiram's gives you

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Haldiram's gives you

6. BRAND RESONANCE
Resonance is characterised in terms of intensity, or depth of the Psychological bond that the
customers have with the brand, as well as the level of activity engendered by its loyalty.
Haldiram is said to be a loyal brand because of it quality and the price it charges for the same.

loyalty level

yes
No

Haldiram is more than a product to me

yes
no
can't say

ABOUT THE BRAND HALDIRAM

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 IDENTITY SYSTEM

Core Identity

Food Quality Innovative and contemporary packaging with increased shelf

life & freshness

Food Taste Traditional Indian taste

Innovative First mover advantage

Branding of Namkeens

New ways of Packaging

Introduction of new variants for maintaining a competitive edge

Extended Identity

Brand Personality: Genuine, Experienced, All Indian, Hygienic, Consistent

and Trustworthy

Basis of Relationship: Vast & enriched experience in traditional Indian food

Logo: Promoting the exquisite taste of India

Heritage: Haldirams shares rich parentage and has its roots to locations
known for exquisite Indian cuisine

 Value Proposition

Functional Benefits Taste, Hygiene, Consistent Quality, Best Packaging,

Freshness, Extensive Product Range

Emotional Benefits Smart Buyer, Association with Indian Roots

Credibility Makes Ready-To-Eat that are tasty and hygienic

BRAND PERSONALITY
Maharaj known for lip-smacking dishes
Male of 40 yrs old of middle or upper middle class
A person fond of food, jolly, old-fashioned, down-to-earth, 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

SWOT ANAYSIS OF HALDIRAM

Strengths:
Strong Brand
Packaging
Lingering taste of products
Innovative thinking
Best technology for manufacturing
Geographical understanding of the
market
Shelf life of the product

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 STRATEGIES

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

LIMITATIONS
The suvery was conducted taking into consideration the Resutaurant chains of
Haldirams only.
The sample size of 100 customers was only taken.

The survey was conducted in Delhi( South-Delhi) and NCR (Noida) only.

REFERENCES
Search enginewww.google.com
Websites refferedwww.haldirams.com

http://www.scribd.com/doc/31711644/Brand-Building-Model
www.slideshare.com
http://marketing-and-brands.blogspot.com/2009/02/haldiram.html
books referredStrategic brand management by Kevin lane keller

APPENDIX

BRAND TRACKING SURVEY

(The Information Will Solely Be Used For Project Work)

1. What brand of fast food Indian restaurant chains are you aware of ?
1. Nathus
2. Evergreens
3. Haldiram
4. Bengali sweets
5. Sagar ratna
6. Nirulas
2. At which brand of fast food restaurant chain would you consider eating?
1. Nathus
2. Evergreens
3. Haldiram
4. Bengali sweets
5. Sagar ratna
6. Nirulas
3. Have you eaten in a fast food Indian restaurant in the last week? Which ones?

4. Which is your favourite fast food Indian restaurant chain ?

1. Nathus
2. Evergreens
3. Haldiram
4. Bengali sweets
5. Sagar ratna
6. Nirulas

5. Have you heard about haldiram?

Yes
No
6. Have you tried its food?
Yes
No
7. How favourable is your attitude towards haldiram?
Highly positive
Positive
Neutral
Negative
8. How well does Haldiram satisfy your needs?(giving ranking 1- least satisfying 5highly satisfying)
9. How likely would you be to recommend Haldiram to others?
1. Highly recommendable
2. Recommendable
3. Less recommendable
4. Not worth
10. How good a value is Haldiram? ?(giving ranking 1- less valuable 5- highly valuable)
11. What do you like the most about Haldiram?
1. Quality
2. Price
3. Ambience
4. Service
12. What is the most unique thing about Haldiram?
1. Food Quality
2. Quick Service
3. affordability
4. Ambience
13. To what extent does Halidrams offer advantages that other brands cannot?
1. High
2. Medium
3. Low

14. To what extent is Halidram superior to other brands in the fast food Indian restaurant
category?
1. Quality
2. Price
3. Ambience
4. Service
15. Haldirams is
1. Innovative
2. Knowledgeable
3. Trustworthy
4. Likable
5. Concerned about their customers
6. Concerned about society as a whole
7. Admirable
8. Hygienic
16. Haldirams is
1. Is convenient to eat at
2. Provides quick, efficient service
3. Has clean facilities
4. Is for the whole whole family
5. Has delicious food
6. Has a varied menu
7. Has friendly, courteous staff
8. Offers fun promotions
9. Has a stylish and attractive look
10. Has high- quality food
17. To what extent do people admire and respect eat at Haldirams?
1. High
2. Medium
3. Low
18. How well do each of the following words describes this brand?
1. Down to earth
2. Honest
3. Daring
4. Up-to date
5. Reliable
6. Successful
7. Upper class
8. Charming

19. Is Haldirams a restaurant that you can use in lot of different situations?
Yes
No
Cant say
20. To what extent does thinking of Haldirams bring backs pleasant memories?
21. To what extent do you feel you grew up with Haldirams?

22. Does Haldirams gives you

1. Warmth
2. Fun
3. Excitement
4. Security
5. Social approval
6. Self respect
23. I consider myself loyal to Haldirams?
Yes
No
24. I would go out of my way to eat at Haldirams?
Yes
No
25. Haldirams is more than a product to me?
Yes
No
Cant say