HALDIRAM’S

PRESENTED BY –
 EVOLUTION
 1937 – Bikaner
 3 units till 90s – Kolkatta, Nagpur & New Delhi
 First Mover Advantage – Branded Namkeens &
Technology in Packing
 Traditional Indian Food – Hygiene & Quality
 Competitors – Unorganized market, Frito Lays
India, SM foods, Bakemans, etc.
 EVOLUTION
 Early 90s – Split of 3 Units
 1992 – Manufacturing Unit with Retail Outlet
 1995 – Restaurant in Delhi
 1997 – Unit for Namkeens
 1999 –
– Started Operating as Separate Entities
– Competition among themselves for Market Share
 2000 – International Markets
 STRENGTHS AS 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
MARKET STRUCTURE FOR RTE
SUBSTITUTE PRODUCTS
Potato Chips
Biscuits
Fast Food & Sweet Shops
Popcorns & Peanuts
Home Made Preparations
SUPPLIERS
Farmers
INDUSTRY COMPETITORS
Manufacturers Units
 Pepsi Foods & Frito Lays BUYERS
Other Vendors
Bakeman’s Corporate Offices
C&F Agents
Nathu’s Households
Distributors
Evergreen’s Restaurants & Eateries
Semi Wholesaler
SM Foods Canteens & Factories
Retail Shops & Paanwalas
Britannia
Unorganised Players

POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
International Players
 RESTAURANT CONTD…
SUBSTITUTE PRODUCTS
South Indian Food
Fast Food
Mughlai Food
Chinese Food
Inter-Continental Food
Home Made Preparations

INDUSTRY COMPETITORS
Nathu’s
SUPPLIERS BUYERS
Evergreen’s
Farmers Corporate Offices
Bengali Sweets
Manufacturers Units Families
Sagar Ratna
Packaging Suppliers Singles & Couples
McDonalds & Nirulas
Other Vendors
Yo! China
Local Sweet Shops

POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
International Players
 BRAND EQUITY

 Questionnaire on 15 people covering

– Age
– TOM
– Loyalty
– Awareness
– Experience of Brand
– Competitors of Haldiram
 ANALYSIS
 18-25 Years
– Preference for Frito Lays or Unbranded chips
– Haldiram’s RTE Snacks – More Traditional
– Awareness of Haldiram’s – High
– Prefer Zipped Pouches
– Staff less Presentable, Crowded & Cramped
 26-55 Years
– Awareness is High
– Preference for Unbranded Products
– Associate with Quality & Hygiene
– Satisfied with Experience
 ANALYSIS

 Awareness is High
 Loyalty doesn’t exist
 Association with completely Indian cuisine
 Major threat from unbranded snacks
 High on customers trust so can diversify into
health food industry
 PRODUCT
 Scope – Exhaustive Range of RTE Products
 Attributes / Benefits
– Packaging for longer shelf life & freshness
– Various price points & reasonable
– State of art manufacturing technology
– Easy availability
 Quality / Value – Good quality at competitive prices
 Uses –
– Filler between meals
– For serving to guests
 BRAND
 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
 BRAND IDENTITY SYSTEM
 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: Haldiram’s shares rich parentage and has
its roots to locations known for exquisite Indian
cuisine
 BRAND IDENTITY SYSTEM
  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
 POSITIONING
 To the consumers having inclination towards Indian
meals, Haldiram’s offers ready to eat high quality
readily available Indian snacks, with excellent
packaging which provides increased shelf life to its
products.
 S e g m e n t a t io n

S w e e ts a n d s n a c k s V e n d o rs G e o g r a p h ic

C o m p e titio n

S w e e ts a n d s n a c k s V e n d o rs D o m e s tic a n d in te rn a tio n a l p la y e rs
 POINTS OF PARITY
 For Obtaining Category Membership
– Frame of Reference : RTE Packaged Food
– High quality products
– Excellent packaging stressing hygiene
– Increased shelf life of its products
– Competitive pricing
– Emphasis on consumer satisfaction through
lingering taste
 POINT OF DIFFERENCE
 Original snack makers of Bikaner –
– Credibility with Brand association
 Able to use the Indian heritage to promote its
authenticity
 Nitrogen filled packaging – Increase Shell Life
 MARKETING MIX ELEMENTS
 Product –
– Namkeens (60%), sweets, sharbats, bakery
items, dairy products, papad and ice-creams
– Raw materials : Sourced from all over country
– Use of technology to upgrade quality
– Customize its products –
• Murukkus and ‘Chennai Mixture’ for South
Indian customers
• Nazarana, Panchratan, and ‘Premium’
 MARKETING MIX ELEMENTS
 Packaging –
– Innovative and contemporary (in nitrogen filled
pouches) ‘Long life’ and attractive (impulse
purchase)
 Prices –
– Competitive prices to penetrate the unorganised
market
– Packets of 30gms priced at Rs.5
– Prices varies according to weights and type of
namkeens and raw materials
 MARKETING MIX ELEMENTS

 Distribution –
– Extensive: 6 lacs outlets for the Delhi and Nagpur
– Internet marketing for consumers abroad.
– Brand pull in the market
– Trade margins range from 27% to 45%, depending
on the item.
 MARKETING MIX ELEMENTS
 Promotion –
– Tied with the ‘Profile Advertising’
– Attractive posters, brochures and mailers
– Press and outdoor media, (taste and appetite)
– Hoardings, signage, POPs and posters to
disseminate awareness
– Punch line for Haldiram’s products is, ‘always in
good taste’. : Brand Mantra : Communicated to
Employees
– Mailers sent to loyal customers and important
corporate clients
– Retail outlets of Haldiram’s give importance to POP
displays.
 BRAND EXTENSION
 Restaurant business to cash in on its brand image.
in Nagpur amd Delhi.
 Restaurant at Nagpur: Innovative strategy for
people travelling by train by sending a DD and
provide information  
 Focus on hygiene: Compete effectively with local
restaurant chains  
 Encash on POP’s for venturing into RTC
Categories with a broader frame of reference
 HALDIRAM’S ABROAD
 Exporting to USA, UK, Australia, Middle East & Far
East Countries, Germany, Philippines, New
Zealand, Nepal, etc.
 Success over geographical boundaries
hygienically prepared Indian cuisine :Opening of
restaurants abroad
 Ethnicity angle in the marketing efforts
differentiated Haldiram’s and enabled it to sustain
itself from threat of McDonald’s and Pizza Hut.
SUPPLY CHAIN OF HALDIRAM’S

 Manufacturing unit C&F Agents

Distributors ship them to
retail outlets.
 50 C&F agents and 1035 distributors in India 
 Retail outlets such as supermarkets, sweet shops,
provision stores (Goodwill : Pull strategy :
Stockists Compete to hold the brand)
 Tie up with www.indiatimes.com with delivery time
of 48 hours to one week and value added services
(personal messages) 
CHALLENGES & OPPORTUNITIES
 Road Ahead –
– Aggressive competition
– Changing customer habits (Western Influx)
– Innovative products and retail forms(Food Malls)
– Addressing other segments with an inclination to fast food –
such as children, teenagers and college goers.
– Venture into other product categories , new snacks with
different variants and flavours backed by sound market
research.
– Ideas of offering stickers or tattoos with the pack could also
be useful, especially for attracting children
– Company diversifies and tap other regions
CHALLENGES & OPPORTUNITIES
 Taste VS Health –
– Offer low calorie traditional snacks
– Brand equity: lower the prices
 Product variants and lack of small packs: Cannot experiment
 Use the franchising route to capitalise on brand equity
 Exemplars and Established Brand Credibility : Leverage on
the international quality awards
 Tackle Spurious products and others who want to take free
ride on its brand equity.
 Sort out the internal differences and become one unit or
consciously separate and become three separate entities
THANK YOU!!!