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SURVEY
Haldiram’s has grown both in domestic and international market. Today Haldiram’s is
known for matchless quality, packaging, efficient supply chain management, distribution
network and zero impurity. Haldiram’s 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).
In 1941 the name Haldiram’s 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.
It was lead by three brothers Shri Moolchand, Shri Satyanarain and Shri Rameshwar
STRENGTHS AS A BRAND
First Mover Advantage
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. Quality
2. Credibility
3. Consideration
4. Superiority
According to the brand tracking survey of Haldiram’s 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 customer’s 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
Haldiram’s 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
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 Haldiram’s 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.
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.
1. Warmth
2. Fun
3. Excitement
4. Security
5. Social approval
6. 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.
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
yes
no
can't say
ABOUT THE BRAND HALDIRAM
Users – Gourmets having inclination towards Indian meals
Core Identity –
• Branding of “Namkeens”
Extended Identity –
– Heritage: Haldiram’s shares rich parentage and has its roots to locations
known for exquisite Indian cuisine
Value Proposition –
BRAND PERSONALITY
SUGGESTIONS
Diversifying into new innovative products
Better promotion
Home Delivery
Customer service
LIMITATIONS
The suvery was conducted taking into consideration the Resutaurant chains of
Haldiram’s only.
The survey was conducted in Delhi( South-Delhi) and NCR (Noida) only.
REFERENCES
Search engine-
www.google.com
Websites reffered-
www.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 referred-
APPENDIX
1. What brand of fast food Indian restaurant chains are you aware of ?
1. Nathu’s
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. Nathu’s
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?
8. How well does Haldiram satisfy your needs?(giving ranking 1- least satisfying 5-
highly satisfying)
10. How good a value is Haldiram? ?(giving ranking 1- less valuable 5- highly valuable)
13. To what extent does Halidram’s 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. Haldiram’s 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. Haldiram’s 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
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 Haldiram’s a restaurant that you can use in lot of different situations?
Yes
No
Can’t say
20. To what extent does thinking of Haldiram’s bring backs pleasant memories?