5 BBAH C

Brand
Management
CIA 1

Sanskriti Agarwal - 1823223

1823223
 Contents

Haldiram’s (Marketing Mix)............................................................ 3

Product ................................................................................................. 3
Place ..................................................................................................... 3
Price ..................................................................................................... 3
Promotion ............................................................................................. 4
Haldiram's Branding ........................................................................ 4
Brand value ........................................................................................... 4
Brand Positioning: ................................................................................ 4
GoodBite ............................................................................................ 5
Brand Value .......................................................................................... 5
Brand Features ...................................................................................... 5
SWOC Analysis .................................................................................... 6
Segmentation and Targeting ................................................................. 6
Ice Berg Model ..................................................................................... 8
VALs Model ....................................................................................... 11
Brand Positioning ............................................................................... 12
Brand House ....................................................................................... 13
Introduction
The following report consists of a proposal for a new line of products under the brand
Haldiram’s. The new product line will consist of a range of Fruit Sticks – apple chips, banana
chips, cranberry chips, avocado chips and Vege Crunch – sweet potato chips, carrot chips,
beetroot chips and kale chips and this range will be called “GoodBite.”

This new range of product will be low in calories and gluten free. The snacks will be high in
fibre and protein. A vacuum fried process will be used, this will reduce the oil content in the
snack and preserve the nutritional value of fruits and vegetables. This means fruits and
vegetables maintain their natural taste and goodness.

Haldiram’s is a famous brand and is well established in Indian market and is famous for the
quality, taste and variety of snacks. But the brand has yet not explored the health variant
category and this will be the first line of healthy snacks launched by the brand. People are
growing more health conscious day by day. They are looking for food that has, fewer
calories, is low in fat and has high nutrition value, but at the same time it should taste good.
GoodBite aims at making healthy eating fun that fits into people’s everyday routine without
compromising on their nutrition and taste.

Avocado

Apple

Fruit Sticks Banana

Haldiram

Cranberry
GoodBite
Sweet Potato
Chips
Vege Crunch
Beetroot Chips

Carrot Chips

Kale Chips

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This report will consist of the following points:

 Haldiram’s current brand image and marketing mix

 Revised branding, including; values, challenges, growth and swot analysis of the new
range “GoodBite”
 STP (Ice berg Model, VALs analysis), Brand House and Brand Mantra for Haldiram’s
new product line “GoodBite”

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Haldiram’s Marketing Mix
Haldiram’s is known for decades for its quality of product and good service. People associate
the brand with namkeen and sweets. The brand has a diversified into a range of snacks
including namkeen, sweets and biscuits. This brand is most famous for its namkeens.

 Product
Haldiram offers its customers a wide range of products. Its diversified range of
products include namkeens, baked goods, chips, pappad, dairy products, sweets, and
biscuits. However, the brand specialises in the namkeen segment with almost 60% of
the brands total revenue generated from this catagory. Known for the quality of its
produces the raw materials used to make the namkeens are procured from all over
India.

Haldiram's personalizes its products according to the taste and preferences of people
from different parts of the country. It comes up with different product based on the
taste and liking of the people of a region. For example, they introduced "bhelpuri" for
customers residing in the West India. On the other hand they came up with
"Murukkus", a mixture of snacks for South Indian people. This what makes the brand
stand out from the rest and help them compete effectively in the market. They also
provide seasonal products like "Nazarana", "Panchratan" and "Premium" during
festive times.

 Place
The brand has its presence both in Indian and international markets. It exports its
products to counties like Thailand, Japan, Sri Lanka, New Zealand, USA and more. It
has a strong distribution channel to ensure a wide reach of its products both in India
and Internationally. Apart from having their own showroom their products are
available in every retail store, supermarket, sweet shops, bakeries and local markets.

 Price
Keeping in mind the price conscious nature of Indian consumers, Haldiram’s decided
to adapt competitive pricing and kept its prices lower than that of its competitors, to
penetrate in this large and unorganised market of snacks and namkeens. Its pricing
strategy is reasonable and product cost are low making its products affordable. It also

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 offers wide range of sizes with its smallest pack costing Rs 5, making it easy to buy
for all income group people.

 Promotion
Haldiram’s tied with profit advertising to market its products. The brand designs
attractive posters, brochures, mails ads to advertise their products. Their posters use
vibrant colours and graphics and catchy taglines like “Always in good taste” to draw
attention. In order to increase its viability the brand places its hoardings in high traffic
areas, railway station, bus stops and other crowed areas. Its ads are also displayed on
public transports like buses. They also send mail ads to its customers. Haldiram’s uses
vibrant colours and makes its packaging attractive, as products like snacks are
impulse buy items and it is important people get attracted towards the product.

Haldiram’s Branding

 Brand value
A well established and well recognised brand, its core values are quality, taste, variety
and traditional Indian flavours. The company pays a great deal of attention and
procures best quality raw material from around the country to manufacture the best
quality product. The company also emphasises on traditional Indian taste and flavours
in its products.

 Brand Positioning:
The company has uniquely positioned itself in the market. Haldiram’s positioned
itself as a premium brand available to all. The brand has kept its pricing reasonable
and offers a variety of sizes to makes themselves available to all. It provides good
value for money, giving priority to the quality and taste of it products and maintaining
the traditional flavours throughout its product range. Initials the brand with its
positioning strategy only catered to people above 35. But now the brand has also
started focusing on kids and teenagers and can be noticed with change its tagline to
“Every zuban par.”

The brand minimises it promotion cost and believes in improving its product quality
and packaging. It is because of its innovative products and strong distribution network
that the brand is successful and ahead of its competitors.

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GoodBite
Companies need to constantly adapt itself to the dynamic environment. The food industry is
constantly changing due to change in taste and preferences of consumers, and companies
need to adapt to these changes to stay in the market. Haldiram’s is a brand that is known for
constantly introducing new product range time and again to maintain its position in the
market.

Today people are growing more and more health conscious and are becoming particular
about their intakes. They want products that are low in calories but high in fibre. To adapt to
this trend and keeping in mind the health conscious consumers Haldiram’s can launch
“GoodBite,” a new product line consisting of snacks high in protein and fibre and low in fat
and calories.

Brand Value
Good Bite core value lies in providing good quality nutritious and nourishing snacks to its
customers who are looking for healthier alternative. The brand procure its raw material from
around the country to make sure the quality of manufactured product is good. And in order to
ensure the healthy aspect of the brand the Fruit Sticks and Vege Crunch are vacuum fried,
which means less oil as compared to the traditional deep fried chips. This will ensure all
fruits and vegetables maintain their nutritious value and original taste. No artificial flavours
and colours are also used.

Brand Features
The brand emphasises on health and fitness. It gives people the pleasure of guilt free
munching as its products are low in calories. Its products are gluten free and have low trans-
fat. The chips are vacuum fried making the oil contain in the snack much lesser than usual
chips. No artificial colouring or preservatives are used. All this ensures organic fruits and
vegetables do not lose their nutritious value. The products are high fibre and are high in
protein as well and taste good at the same time.

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SWOC Analysis

Strength Weekness
1.Product Quality 1.Limited product line
2.Unique Concept 2.Parent brand does not have a strong social
3.Distinct Packaging media presence or extensive promotional
4.Trut of people in parent brand, Haldiram's activities
3. Currently available only in India

SWOC
Challenges
Opportunities 1.Parent brand, Haldiram's is known for its
1.Extend its product line unhealthy snack items, making people belive
the healthy aspect of GoodBite will be
2.Go global and introduce GoodBite in other challenging
countries
2.Direct and indirec competitors: Haldirams
3.Become the go to brand for healthy food doesnot have a strong online presence as
snacks through extensive marketing compared to its competitors who are well
established online, making a presence like
existig brands will be challenging

Segmentation and Targeting

1. Demographic
o Age: Age group between 13-35 years, that is teenagers and youth population
o Gender: Male, female and others
o Income: Lower, middle and high income people

2. Behavioural
o Caters to people who are heath conscious and fitness enthusiasts who frequently buy
healthy items.
o Also people who like to munch and are high consumers of snacks

3. Psychographic
o Personality Trait: Fitness enthusiasts and health conscious people
o Lifestyle: School and college going and working population

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o Interests: People interested in fitness and healthy lifestyle

4. Geographic
o Available all around the country, in metropolitan cities as well as tire 2 and tire 3
cities.
o It will cater to both urban and rural population.

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Ice Berg Model

 Purpose

The purpos of GoodBite is to change the snacking habit and make people fall in love with
healthy eating. Brand wants to make fruits and vegetables fit in to regular lives of people
without them having to compromise on taste. It wants to encourage people to eat right.

 Customers

GoodBite caters to consumers who are health consious and fitness entusiasts and do not
want to intake in a lot of calories. Snacking habits of consumers are changing and people
are now looking for healthier alternative and GoodBite provide people with the same;
nourishing products with good taste. It caters to people looking for food items rich in
protines and low has less calories and is glutenfree.

 Competition

Major competition for GoodBite in Indian market are :

1. Soulfull

Soulfull currently offers a wide range of healthy snack options, including ragi
canapes, millet muesli, a quick-brew snack called Smoothix, and ready-to-cook millet
dishes. Soulfull products can be purchased in retail stores, online and through e-
commerce platforms.

2. Yogabar

The brand provides a range of healthy breakfast options and snacks with the aim to
chnge the eating habit of people. The products such as snack bar, musli, are made
from carbs, nuts, seeds, and whole grain. They contain lots of protin and fiber.
Yogabar is currently available only in few metropolitan cities. The brand also doesnot
have a strong marketing strategy and depends largly on word of mouth.

3. Snackible

Snackible snacks include whole grain waffles, Himalayan apple chips with black salt,
Seedy Trail Mix, hot wasabi peanuts, whole grain thinning with cream and onions,
crunchy shabby, herbal and cheese makhana and baked bhakarwadi. It is available in

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 Mumbai, Delhi and Bengaluru from Godrej Nature's Basket, Foodhall and Hypercity.
They are also found in cafes and restaurants, vending machines, canteens,
gymnasiums and nutritionists

4. OrgTree

They sell millate based healthy snack items under the brand Kiru. Their product line
includes energy bars, millet sticks, millet cookies, health bars, etc. The brand is
available in metropoliten cities and Tire 2 cities of the country.

5. Gouri’s Goodies

Their product line, including healthy bars, laddoos and mini energy bites, is available
nationwide in department stores and online. The product are mostly made of
alomonds, nuts and millets.

“What makes GoodBite different from its compititors is that it is largly based on
plant based snacks, that is fruits and vegetable chips, whlie its all its compititors
provibe millate based snacks. Also, most of its competitors are available only in the
metropolition cities of the country, while GoodBite products will be available all
aroun the country ncluding all tire 2 and 3 cities. And it will aslo have a strong online
presece, making it more convinien for the customers.”

 Offering
GoodBite aims at making people fall in love with healthy eating. Consumers want to
eat right but at the same time don’t want to compromise on taste. And that is exactly
what this brand provides them with. It offers people with plant based snacks that is
nutrious, healthy and tastey at affordable picing. And being launched under a
company like Haldira’s people can be assured at the quality of product GoodBite
provides them with.

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The infographics give a summary of Iceberg Analysis of GoodBite

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VALs Model

Consumers as per VALs model whom GoodBite will cater to:

o Thinker
These are people with significant resources who are motivated by their knowledge.
These are consumers who make rational decisions and are well informed about their
environment. Based on their level of knowledge, these consumers are likely to accept
any social change. They type of consumers are more likely to be health conscious and
would always prefer a healthy bite. Owing to the fact that they are rational thinkers,
they would always chose a snack option that is both healthy and tastes good against
one that tastes good but has no nutritious values.
o Believers
These people have limited resources and their decisions are motivated by society and
social circle. They are more likely to get influenced by word of mouth and extensive
marketing done by GoodBite. Given that people are slowly becoming conscious about
their lifestyle, these consumers are more likely to get influenced by their social group
to try healthies snacks like Apple or Kale chips.
o Achievers
These people want to overall excellence. Therefore, they tend to buy a brand that has
proven itself over time. GoodBite’s parent brand Haldiram’s is a brand that has
proven itself for more than a decade in the market, hence achievers are more likely to
go for GoodBite over other healthy snack brands. Also since they believe in overall
excellence, they are more likely to be inclined towards fitness and a healthy lifestyle
making the right consumers for GoodBite.
o Strivers
There characteristics are similar to that of achievers but have lesser resources. And
since GoodBite provides products are reasonable prices which makes it affordable to
all, strivers are also an ideal customer base.
o Experiencers
These consumers have high resources and want to be different and experience new
things. They are an ideal customer base as GoodBite is the first brand that will launch
fruits and vegetable chips in Indian market that is both healthy and nourishing.

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Brand Positioning

 Product Attribute
GoodBite establish itself as a premium quality brand for healthy snacks. The brand
aims to inspire and encourage people to start eating food that is more nutritious,
natural and at the same time taste goods. The purpose is to provide consumers with
healthy alternative for a guilt free eating. The brand through its product wants to make
fruits and vegetables fit into regular lives of people with much ease without people
having to compromise on the taste of snacks. The product are vacuum fried and
making it less in calories and fat. It does not use any artificial colouring or
preservatives as well.

 Product Price
The brand follows a competitive pricing strategy. The prices are kept reasonable so
that it is affordable to all.

 Product Quality
The chips are made from organic fruits and vegetables, and are vacuum fried to
preserve the nourishing values of the raw material. No artificial colouring or
preservatives are used. And the product has high fibres and is rich in protein

Competitors

It has several competitors like Soulful, Yogabar, Snackible, OrgTree and Gouri’s Goodies.
But all these companies mostly provide food made from millets and grains and are present in
Tire 1 and 2 cities. On the otherhand GoodBite focuses on plant based snacks and is available
in all parts of the country.

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Brand Mantra

Health - Nourish – Taste

Brand mantra focuses on the brands promise and aim to provide people with healthy and
nourishing snacks alternative which taste goods at the same time. This will encourage people
to switch from unhealthy snacks to nutritious alternate without having to compromise on their
taste.

Brand House

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