CHAPTER -1

INTRODUCTION

INTRODUCTION
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

1
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

I’ll 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
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.

3
 CHAPTER 2
RESEARCH METHODOLOGY

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:

PRIMARY DATA:

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:
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.

4
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.

5
Pre-study:
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 company’s
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.

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

6
Tabulation:
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.

OBJECTIVE

 To study about the awareness of Haldiram’s product among the people in

HagaribommanahalliTaluk
 To study the marketing strategies and brand loyalty of Haldiram
 To study the marketing mix of Haldiram’s
 To analyze Haldiram’s competitor and compare their strategies and come
up with recommendations for any problem being faced by it.

7
SCOPE OF STUDY

 The scope of the study is limited only in Hagaribommanahalli Taluk.

 This project for increasing Sale and Finding the market for Haldiram’s
product.

HYPOTHESIS

H1: Haldiram’s is most preferable brands in all types products in Dist Level

H1: Marketing Strategy influences the customer Product buying decision.

H2: Motivation of Customer interest on Haldiram’s product.

8
 CHAPTER 3
COMPANY PROFILE
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.

Present:
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.

9
Future:
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

10
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.

11
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,

12
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

13
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 
manoharlal@haldiram.com
 Mr. Madhu Sudhan Agarwal,
JMD Joint Managing Director
Haldirams Group of Companies
madhusudan@haldiram.com
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 
aaa@haldiram.com 
 Mr. BBB Agarwal
Managing Director
Haldirams Manufacturing Co. Private Limited 
bbb@haldiram.com 

14
 Mr. CCC Agarwal 
Managing Director 
Haldirams Marketing Co. Private Limited 
ccc@haldiram.com 
 Mr. DDD Agarwal 
Managing Director
Haldirams Products Private Limited 
ddd@haldiram.com 
 Mr. EEE Agarwal 
Managing Director 
Haldirams Snacks Private Limited 
eee@haldiram.com 
 Mr. Xxx Jain
Chief Executive Officer (CEO) 
Haldirams Group of Companies 
xxx@haldiram.com
 Mr. Yyy Gupta,
COO Chief Operations Officer (COO)
Haldirams Group of Companies
yyy@haldiram.com 
 Mr. Zzz Singhal
Chief Finance Officer (CFO) 
Haldirams Group of Companies
zzz@haldiram.com

15
Business
Retail
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.

Exports
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

16
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.

Restaurants
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 NRI’s 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

17
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 McDonald’s and Pizza Hut.
 
Ecommerce
Haldirams is the first Indian snack food company to set its virtual shop,
retailing almost 200 products and variants online to reach the wider cross-
section 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.

18
 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
 
QUALITY
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

19
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
granny’s kitchen; we share the Indian granny’s 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
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

20
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

21
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.

Marketing
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 can’t 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.

22
 CHAPTER 4
PRODUCT PROFILE

NAMKEENS
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

23
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

24
Ingredients: Potato Sticks, Almonds, Pistachios, Cashewnuts, Raisins, Curry
Leaves (Fried) 0.02%, Edible Oil, lodised Salt, Sugar & Citric Acid

Bhujia

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.

25
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

26
Ingredients: Lentil, Cashewnuts, Musk Melon Seeds, Gram Flour, Edible Oil,
lodised Salt, Spices & Spinach.
Khasta

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.

27
Navratan

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.

28
29
PAPAD
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.

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PICKLE

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.

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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

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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.

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SWEETS
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

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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.

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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.

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Rajbhog

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

Rossogolla

Ingredients: Water, Sugar & Cottage Cheese Solids.

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Lachha

Ingredients: Wheat Flour & Edible oil

SYRUP
Royal Badam Syrup

Ingredients: Sugar, Almonds Paste, Cardamom, Condensed Milk, Saffron,

Citric Acid & Added Flavour.

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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.

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Royal Rose Syrup

Ingredients: Sugar, Water, Citric Aciid & Natural Essence

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 CHAPTER 5
ANALYSIS OF DATA
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 Respondents Percentage
Yes 68 68%
No 32 32%

32%

Yes
No

68%

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?

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 Dicesion Respondents Percentage
Yes 89 89%
No 11 11%

90

80

70

60

50 Respondents

40

30

20

10

0
Yes No

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?

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 Products Respondents Percentage
Namkeens 30 30
Papad 15 15
Pickle 10 10
Sweets 40 40
Syrup 5 5

Syrup

Sweets

Pickle

Papad

Namkeens

0 5 10 15 20 25 30 35 40

Respondents

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 Respondents Percentage

Students 18 18

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Business peoples 32 32
Employs 40 40
Others 10 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) No. of respondents Percentage (%)
18-20 8 8
21-25 12 12
26-30 20 20

44
31-35 22 22
36- above 38 38
Total 100 100

36- above

31-35

26-30 No. of respondents

21-25

18-20

0 5 10 15 20 25 30 35 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 Respondent Percentage

Very Satisfy 58 58
Satisfy 30 30
Un satisfy 12 12
Total 100 100

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 12%

Very Satisfy
30% Satisfy
58% 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 No, Respondent Percentage
Taste 30 30
Varity 22 22
Quality 30 30
Price 8 8
Packaging 5 5
Other 5 5

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 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 No. Respondent Percentage
Yes 82 82
No 18 18

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 18%

Yes
No

82%

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 Percentage
Much Better 25 25
Better 30 30
Same 40 40

48
Worse 3 3
Much worse 2 2

40

35

30

25

20 No of Respondent

15

10

0
Much Better Better Same Worse Much worse

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

CHAPTER -6
FINDINGS, SUGGESTION, CONCLUSION

FINDINGS
 Consumers have started increasing their consumption of other brand items
which is evident from the fact that 29 of the 32 respondents eat Haldiram’s
Namkeens while a close 21 each eat products of Lays and Lehar. However

49
 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 Haldiram’s needs to focus on is their price. 41%
found it to be ‘High’. Haldiram’s needs to focus on this factor as any
reduction in the price cut by it’s competitors may influence the buyer to drift
towards another brand.

 Overall, Haldiram’s 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 Haldiram’s.

CONCLUSION

The market is clogged with dominant players such as Frito-Lay India,

PepsiCo’s 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 Haldiram’s who till now have
not paid serious attention to its branding activities.

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 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. Haldiram’s 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.

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SUGGESTION

Haldiram’s 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.

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53
 ANNEXURE
QUESTIONNAIRE

Q1. What age profile do you belong to?

 15-20  21-24 31-40
 41-50  More than 50

Q2. Do you consume Haldiram’s products?

 Yes  No

Q3. What is your brand preference for namkeens?

 Haldirams  Lays 0  Lehar Bikaner
 MTR  Others

Q4. Do you prefer local snacks?

 Yes  No

Q5. Since when have you been consuming Haldiram’s Products?

 Less than 6 months  6 month – 1year
 1-3 years  Greater than 3 years

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

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  Variety  Food taste and quality
 Hygiene  Nutritional value
 Price  Packaging

Q10. How you find Haldiram’s price ?

 High  Very high  Very low
 Low  Reasonable

Q11. Would you buy Haldiram’s products for their

 Packaging  Variety  Price
 Quality  Hygiene  Tatste

Q12. How would you rate the Haldiram’s namkeens for their nutritional value?
 Minimal  Adequate  Healthy

Q13. Do you buy Haldiram’s gift packages?

 Yes  No

Q14. Do you think that is there any significance difference between Haldiram’s
products and other brands?
 Yes  No

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 BIBLIOGRAPHY

Websites:
1. www.haldiram.com/
2. www.haldiramlimited.com/
3. www.Indianfoodindustry.net

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.

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