Haldiram’s product mix 14/2/2010

A Project


Haldiram’s product (on partial fulfillment of paper ”marketing

for BBS 2nd semester

(University of delhi)
submitted to

Deen Dayal Upadhyaya College University of Delhi Submitted by

Dr. Monika Bansal

Keshav Jha
07/BBS/7023 2nd semester

March 30, 2008

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Page 1 2 3 4 5 6 7 8-11 12-16 17 18 Topic Cover page Content Acknowledgement Declaration Objective Preface and research methodology Company profile Product mix of Haldiram’s Analysis Limitations of project Bibliography

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Acknowledgem ents
Working on the project “output devices” has been very pleasurable and enjoyful activity. While completing the project, I have incurred great many debts. I wish to express my gratitude to all of them. Firstly, I would like to thank my teacher Monika Bansal who not only guided me to give a practical touch to the project but also helped a lot in standardizing my research work. I’m also indebted to Mr. Raj Kumar manger, Haldiram’s moti nagar branch who provided me useful informations and Mr. Pankul Gupta for continuously provoking me to complete the project. It would have been very difficult to do this work but for the ever supportive library staff of DDU college (esp. Mr. Bharat Bhusan and Mr. Hari Om), British council library and Mrs. Sonia of commerce computer laboratory. Last but not the least my mother has been foundation for all my work. Despite the contribution of all mentioned above, needless to say, if there are any lapses in my work, I myself take responsibility of them. I’ve left others’ value excluded; you’ve offered unbeatable learning, affected untold reflections, all implicitly or naturally acknowledged.

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I hereby declare that this project has been done only by me and is not been copied from anywhere. All the resources are properly mentioned in bibliography. If found guilty, proper disciplinary action may be taken against me.

……………… Keshav Jha

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To study product mix of Haldiram’s Moti Nagar branch

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Preface and research methodology
I had visited haldiram’s many a times but I had never thought that one day I will make a well desighned poroject on haldiram’s. Choosing and finalizing the projct topic was itself the biggest challenge for me, since we have enough liberty to choose our topic. I had changed topics many times and this was my 3rd topic . working on haldirams was a real fun and learning act at the same time. Mr. Raj Kumar encouraged and provided me many useful information regarding their branch and their target markets. Using both the primary and secondary data , I have tried my best to put forward the practical aspects of marketing theories.

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Haldiram's started in Bikaner, India is one of India's largest sweets and snacks manufacturers.Haldiram has its establishment in many parts of India viz Delhi, Gurgaon, Nagpur etc. History Haldiram’s was started by Shri Gangabisanji Agrawal alias Haldiram Agrawal in 1937 in Bikaner.It is presently headquartered in Nagpur in Maharastra and has regional offices in Mumbai, Bangalore, New Delhi and Chennai. Products Indian Sweets, Namkeens (Savories), Salted Snacks, papad, 3-D Snacks, 3-D Pellets, Vermicelli, Pasta & other ready to eat snacks, which are sold under the brandnames Haldiram's . Ranked on 98th in overall ranking in the "India' Most Trusted Brands 2003" Survey done by A.C. Nielsen ORG MARG commissioned by " The Economics Times". Its products are exported to several countries worldwide including Pakistan, Canada, Australia, Srilanka, Singapore, Malaysia, South Africa, Indonesia, Qatar, Hong Kong, Japan, Kenya, North Korea, Nigeria, Mauritius, United Kingdom, Zambia and Bahrain. In additional to these packaged products, Haldiram has its own outlets where it sells sweets and eatables. It also has a range of restaurants in and around Nagpur. Raj Kachori is one of the most popular snacks sold by Haldiram's, often eaten mixed with different kinds of sweet and sour chutneys.

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Product mix of Haldiram’s
RESTAURANT PRODUCTS Chinese 1. 2. 3. 4. Veg. Noodles Veg Manchurian Fried rice Chinese platter Continental One go salad French fries Veg. burger Veg. Sandwich Veg grilled sandwich Chinese pizza Onion tom. Cap. Pizza Capsicum tom. Pizza tandoori Tandoori platter Veg. Seekh kabab Paneer tikka Lachcha parantha Pudina parantha Buter naan Plain naan North Indian Special thali Executive thali Paner cury Mix veg. Dal makhani Dal makhnai +rice Rajma rice Veg biryani Raita

Indian snacks 1. Puri sabji 2. Chole bhatore 3. Matar chulcha 4. Pao bahji 5. Dal chilli 6. Aloo tikki South Indian Plain dosa Plain rawa dosa Masala dosa Rawa masala dosa Mix veg. Uttapam Idli sambar South Indian platter Special paneer dosa Chaat Raj kachori Lachcha tokri Spl. Dahi balla Papri chaat Pani puri Bhel puri Ice cream sodas Choclate Lime Strawberry Pineapple Mango Midnight beauty

1. 2. 3. 4. 5. 6. 7. 8. 9. 1. 2. 3. 4. 5. 6. 7.

1. 2. 3. 4. 5. 6. 7. 8. 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 5. 6.

1. 2. 3. 4. 5. 6. 7. 8. 9.

Dessert 1. All American banana splitt 2. Hot chocolate fudge 3. Mango delight 4. Black magic 5. Strawberry surprise 6. Fruit fiesta

Haldiram’s product mix 94/2/2010 Beverages 1. Tea 2. Cappuccino 3. Cold coffee 4. Badam milk 5. Lassi 6. Chaach 7. Fresh lime soda 8. Mineral water 9. Soft drink Thick shakes Vanilla Choclate Strawberry Pineapple Butterscotch Mocktails 1. Mango tango 2. Tropical sunset 3. Golden gate 4. Sunrise 5. Blue ocean Drinks 1. Thandai 2. Cold drink 3. Lassi products Ghee 1.syrup fruit panjeeri Dry 1.Sohan halwa Khus 2. Orange 3.2.Karanchi halwa 3.Coconut barfi Crush 4. Badam 5.4.Atta laddu 5.Besan laddu Rose 6. Pineapple 7.6.Dry fruit laddu 8. Chena murki 9.Rasgulas Mea laddu 10. Ata laddu mix mewa 1. white 11. Sev barfi 2. spungy raslulla 12. Moong barfi 3. bhog rasgulla 13. Pinni raj bhog 4. 14. Moti pak 5. kala 15. Spl. Dhokla 6. lal rasgulla 16. Gujab jamun 17. Dil khushaal 18. Jodhpuri laddo 19. Narial peda 20. Balu sahi

Other Products
Slushes Khus Rose Orange Pineapple Lemon Ice creams Single scoop Ulfi’s Kesar kulfi Pista kulfi Fruit punch+ ice cream Fruit salad+ice cream

1. 2. 3. 4. 5.

1. 2. 3. 4. 5. 6.

Savories Sandwich dhokla chese cutlet Khandhvi Coconut peties Bread pakora Matar kachori Simple kachori Bread pakora roll Bhakar bari Karela methi Bhakh rabri Khoya sweets Dry fruit kachori 1. Pista burfi Maida mathur 2. Choclate barfi Methi maithi 3. Keasr kalakand Chota\normal samosa 4. Khir kadam Palak maithi 5. Anjir barfi Gol maithi 6. Manpasand barfi 7. Milk cake Bakery 8. Safed kalakand 1. Pineapple 2. 9. Khoya apple Spungy 3. 10. Gulkand apple Black forest 4. 11. Khoya fruit cake Easter berry 5. 12. creambarfi Ice Plain 6. 13. Kesar peda Choclate 7. 14. Sangam peda Cream cup 15. Mewa bati 16. Mathura peda 17. Chikki mix 18. Anjeer dry 19. Bite mix

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Bengali sweets 1. Petha gilori 2. Petha roll 3. Kachcha gola samosa 4. Pista sandesh 5. Plain sandeshas 6. Kesar sandesh 7. Hiramni 8. Pakija 9. Chum chum 10. Malai chap 11. Ras madhuri 12. Hari bhog Kaju sweets 13. Keasr rabri cup 1. Pista lonj 14. Indrani cup 2. Badam burfi 15. Fruit cream 3. Pista pan 16. Gur rasmalai 4. Badam fruit 17. Gur cream chum chum 5. Kaju tarbooj 18. Rasmalai 6. Kaju anjeer cake 19. Petha 7. Kaju roll 20. Raskadam 8. Kaju choclate 21. Rimjhim petha 9. Kaju mango 22. Tar petha 10. Kaju samosa 23. Kesar petha 11. Kaju gujhia 24. Kesar rasmalai 12. Kaju rajbahar 25. Badam bhog 13. Kaju kesar 26. Aamar rakhi 14. Kaju kalash 27. Mamchali 15. Kaju honey 28. Pista punch 16. Badam fruit 29. Madhu milan 30. Anar kali cold Hot and 31. Tiranga bhog 1. Mal puri 32. Pista rakhi ka halwa 2. Moong dal 33. Kamal phool 3. Raj madhuri 34. Gajra bahar 4. Ras kadam 35. Cheri rakhi 5. Rasgullas 36. Prem rakhi 37. Anar pista 38. Pista khir 39. Akashdeep 40. Mailai pista 41. Mali pista bhog 42. Malai dhol 43. Anurodh milk crown

Holi special 1. Palak patta chaat 2. Sarson ka saag makke ki rotti 3. Korma- south indian Pickles 1. Mango 2. Mix lemon 3. Lemon sweet 4. Lime 5. Chilli Minut khana 1. Mughlai paneer makhani 2. Rajman raseel 3. Punjabi kadhi rokhra 4. Purani dilli ke chole 5. Aloo mattur 6. Yellow dal tadka 7. Nawabi palk paneer 8. Lajawaab mutter paneer Cokkies Butter badam cookies Whole wheat cookies Cholo chips cookies Nice cookies Coconut cookies

1. 2. 3. 4. 5.

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Papad and pani puri 1. Jaypatri papad 2. Sada papad 3. Medium papad 4. Mirch masala papad

Chips and namkeens 1. Cornflakes mixture 2. Moong dal 3. Pnchratan 4. Kashmiri mixture 5. Navratan 6. Kahttamitha 7. All in one 8. Salted banana chips 9. Masala planets 10. Tango tomato 11. Boletos 12. Spicy paprika 13. Pudina treat 14. Masal peanuts 15. Dalbiji 16. Chilli chatal papri 17. Nut cracers 18. Aloo bhujia 19. Plain bhujia 20. Taka- tak 21. Masaala bhujia 22. Punjabi tadka 23. Classic tadka 24. Classic salted 25. Loong sev 26. Methi sev 27. Chana jor garam 28. Nimbu maala 29. Boondi Companies like Haldiram’s sell more than one product. A product mix of any company is the set of all products and items a particular seller offers for sale.

Haldiram’s product mix 124/2/2010 A product mix can be classified accordance to width, length, depth and consistency. Width of a product mix refers to how many different product lines the company carries, the previous pages shows different product lines. Thus product width of Haldiram’s is 20. Length of a product mix refers to the tot number items in the mix. Haldiram’s product length is more than 200 its average length is 10. Depth of a product mix refers to how many variants are offered of each product in the line. For example product width of namkeen is 29 and of Bengali sweets is 43. Consistency of product mix refers to how closely related the various product line are in end-use, production requirements, distribution channels. Thus four dimensions are the tools for developing the company’s marketing strategy and deciding which product line to grow, maintain, harvest and divest.

Product line analysis of Haldiram’s
In offering a product line a company normally develops a basic platform and modules that can be added to meet different customer needs. • • • • • • • Haldiram’s has following basic modules: Restaurant lunch\ dinner Packed namkeen Sweets Customized products Bakery and cookies Drinks Savories

Product line managers also need to know the sales and profit of each item in their line in order to determine which item to build, maintain, harvest or divest. They also need to understand each product’s product line market profile.

1. Sales and profit

Haldiram’s product mix 134/2/2010 Sales and profit of any product is the primary factor that determines the product mix. Thus company divides their offering into four categories-: • Core product: -basic product that produces high sales volumes and are highly promoted with low margins because they are viewed as undifferentiated products. Haldiram’s however core products include their namkeens and sweets products. • Staples: -items with lower sales volumes and no promotion. They yield somewhat higher margins. Haldiram’s staple products include bakery and cookies, pickles products. • Specialties: - items with lower sales volumes but might be highly promoted. Customized gift packs, sweets and some drinks are offered on special occasions only and account for very sales but are highly promoted. • Convenience items: - peripheral items that sells in high volume but receives less promotions. People tend to buy them when they buy the core products. These items carry higher margins. In summers shushes, ice-cream sodas, icecreams, milk drinks and mock tails are among least promoted products but offers higher margins to the company. Marketers after classifying their products, concentrates on product lines, which account for major sales and profits. In the long term they divest products with least sales and profits. E.g. Haldiram’s aggressively promotes its restaurants and namkeens products and drops production of ice cream and special drinks like thandai during winters.

2. Market Profile And Environmental Factors

Haldiram’s product mix 144/2/2010 The second and another important factors that affect the product mix of any company are its market profile and environment, its target market. To describe these points elaborately I’m considering only Haldiram’s moti nagar outlet. • Segmentation and targeting: - The branch at moti nagar was opened in September 2007 by considering following factors;1. 4sq.kms area were scanned surrounding moti nagar including karampura, Patel nagar, bali nagar, inderlok, zakira, kirti nagar and a branch was opened because these areas don’t have even one restaurant which can provide such a wide range of products. 2. These areas mainly consist of middle class and upper class family, people working in service industries and students of Delhi University’s north campus. 3. Haldiram’s very nicely segmented its market according to income and occupations. Their main target is youth working in heavily industrialized areas surrounding moti nagar and karampura who are under middle-income brackets. Thus, they have deeper product lines for north Indian lunches. • Environmental factors 1. The Agarwals family that owned Haldiram's was always conscious of the need to satisfy customers in order to grow their business. The company offered a wide variety of traditional Indian sweets and snacks at competitive prices that appealed to people belonging to different age groups. 2. It offers 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. 3. “At the time of its opening ther were only 14 bengali sweets” Mr. Raj Kumar, manager of moti nagar branch. Said “there was always increasing demand for more Bengali sweets and savories” and now haldiram’s stretched its product line and by increasing the depth of its product depth from 14 to 40. 4. The company faced tough competition not only from sweets and snack food vendors in the

Haldiram’s product mix 154/2/2010 unorganized market but also from domestic and international competitors like SM Foods, Bakeman's Industries Ltd, Frito Lay India Ltd. (Frito Lay) and Britannia Industries Ltd. Thus it always keep on innovating its products. 5. Another factor that seems to have an important influence on Haldiram’s product mix is cultural factor. Major sales of sweets come on special Hindu occasions like holi and dewali. At diwali delhites have a common culture to give sweet boxes to their relatives and friends, for them Haldiram’s provide special gift packs, diwali bonanza packs and family baskets. 6. The ultimate level of marketing followed by Haldiram’s their customized offerings. Any one can design their gift packs, which comprise of different combinations of sweets, snacks and namkeens to get different levels of discount. E.g. corporate box, khoya pini mix, four plus one tarbooj mix etc. 7. Holi marks end of winter thus, limiting the menu from palk patta, sarsoon ka saag and makkey ki roti and korma.

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The two way market stretching of Haldiram’s
Haldiram’s is right now serving the middle class market and is deciding to stretch its product line in both directions covering both lower middle class and rich class customers. On one hand, Haldiram’s is adding more items in present range of lunch offers with lower per unit costs. They even have introduced namkeens at cost of Rs. 5 only. On other hand it is also promoting its Indian snacks in the world market to NRI and foreigners as safe and of standard hygiene. E.g. moti nagar branch uses double purified water to make snacks food like pani puri and chat papri. All Haldiram’s outlets have ample space for parking and larger space for child’s entertainment.

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•   All my project limits only to Moti nagar branch only Primary interview include figures based on memory Strategy is subject to change fastly while some of data are not updated

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Bibliogr aphy

• • • •

Primary survey at Haldiram’s Moti Nagar outlet www.wikipedia.org www.haldiram’s.com www.icmrindia.net