Project Report On

Haldiram

Submitted By: Komal Kumari

MBA 1st Sem
Roll No: 30

Submitted To: Hariprakash U.P

Deparment of MBA
SIT, Mangalore

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 Table of Contents

SI. No. Topics Page

No.
Chapter 1 Introduction
Chapter 2 Findings and Analysis
Chapter 3 Conclusion
Questionnaire

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 CHAPTER- 01
Introduction
1.1 History
The success story of Haldiram is also a success of Hindu Undivided Family
business. The history of the brand begins from Bikaner in 1937. From a small
corner shop to a brand worth Rs.1500 crores. Haldiram has hit the right chords
with its customers over the past seven decades. To chronicle the tale of this much-
loved brand, Haldiram story began in 1937 when one Gangabhisan Aggarwal
started a shop selling ‘Namkeens’ in the town of Bikaner, Rajastan. It was really this
gentlemen’s father Tansukhdas who originally started the ‘Bhujiya’ business but a
new found popularity was gained by Gangabhisan’s small setup. The name
Haldiram as the hear-say goes was his another name which was taken forward by
his youngest son Rameshwar Lal who opened a shop in Calcutta, West Bengal by
the name of ‘Haldiram Bhujiyawala’. This name was the stepping stone to the later
success story of Haldiram.

Rameshwar Lal had also registered the trademark in 1972 which later became a
bone of contention in the family as other sons of Gangabhisan, Moolchand and
Shivkishen Aggarwal opened units at Delhi and Nagpur respectively. The bitter
fallout led to a clear demarcation of territory as Haldiram’s, Haldiram’s Prabhuji
and Nagpur’s Haldiram are registered to Delhi, Kolkata and Nagpur respectively.
Also, Bikaji is another popular offshoot of the Haldiram family brand name. None
of them has been to able to outweight the success story and pull of the original-
Haldiram which has created a new history for Indian food industry.

Haldiram despite captures by Nathu’s, Aggarwal’s and Bikanerwala still retains a

market share of 25% with a total turnover of Rs.400 crores credit goes to it’s USP

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of serving authentic Indian snacks prepared with unmatched hygiene and
standardised quality. Also it has built the entire around the core of Namkeen and
sweets which has added to its portfolio of avhievements and serves as an
important chapter in history and success story of Haldiram.

In order to stay afloat in the era of quick service restaurants like Mc Donalds and
Pizza Huts, Haldiram has pondered over the idea of increasing space for customer
sittings and going for a high-pitch marketing from a low key profile. Haldiram has
not been free from controversies as Prabhu Shankar Aggarwal, owner of the
Kolkata unit was booked for murder of a tea-stall owner who was coming in the
way of a grand restaurant setup.

1.2 Objectives
The objectives of our project is

 To study the marketing strategies and loyalty of Haldiram’s.

 To study the marketing mix of Haldiram’s.
 To study the behaviour of the consumer with respect to attributes such as
Brand Loyalty and come up with recommendations as to what all needs to
be considered keeping the consumer in mind.
 To analyze Haldiram’s competition and compare their strategies and come
up with recommendations for any problem being faced by it.

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 CHAPTER-02
Findings and Analysis
1.1 Respondent Profile
SI. Name Age Gender Educational Occupation
No. Qualification

1 Ravi 18-25 Male 1st PUC Student

2 Ravi 18-25 Male 1st PUC Student

3 Pramod 18-25 Male MBA Student

4 Ravi Kumar 18-25 Male 1st PUC Student

5 Sudhi 18-25 Male MBA Student

6 Bhramar K 18-25 Male MBA Student

7 Aryan 18-25 Male PUC Private

Employee
8 Jayjeeth 18-25 Male Post Graduate Student

9 Sagar 18-25 Male Diploma Private

Employee
10 Umesh 26-40 Male B.com Government
Employee
11 Saqhib 18-25 Male Graduate Government
Employee
12 Riya Ujjain 18-25 Female B.com Student

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13 Umesh 26-40 Male B.com Student

14 Afreen 18-25 Female B.Sc Student

15 Priya Gupta 18-25 Female M.com Others

16 Aditya 18-25 Male Diploma Private

Sharma Employee
17 Rajitha 26-40 Female MBA Others
Sharma
18 Meera 18-25 Female M.Sc Student

19 Nethra 18-25 Female PUC Student

20 Nethra 18-25 Female PUC Student

21 Altaf 18-25 Male PUC Student

22 Munnu 18-25 Male B.TECH Student

Kumar
23 Manisha 18-25 Female BBA Business-man
Parekh
24 Radhika 18-25 Female B.Sc Student

25 Radhika 18-25 Female B.Sc Student

26 Maroof 18-25 Male PUC Student

27 Vidya 18-25 Female Graduate Student

28 Anirudh 18-25 Male B.com Student

29 Akshay 18-25 Male B.Sc Student

30 Mahesh 18-25 Male Diploma Private

Employee
31 Amog 26-40 Male Diploma Private
Kumar Employee

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32 Amog 18-25 Male Diploma Private
Employee
33 Anand 18-25 Male PUC Student

34 Ajit 18-25 Male B.Com Student

35 Chandru 18-25 Male Diploma Student

36 Saurav 18-25 Male PUC Student

Kumar
37 Vishal 18-25 Male Bachelor in Public Student
Kumar Administration
38 Aaditya 18-25 Male B.com Student
Kumar
39 Muskan 18-25 Female B.Com Student

40 Aastik Patel 18-25 Male Graduate Student

41 Vivek 26-40 Male Graduate Private

Employee
42 Hanumesha 18-25 Male PUC Student

43 Hanumesh 18-25 Male PUC Student

44 Nayeem 18-25 Male PUC Student

Patel
45 Kiran 18-25 Male PUC Student

46 Mohammed 18-25 Male B.Com Student

Imtiyaz
47 Nagaraj 18-25 Male Diploma Student

48 Abhishek 18-25 Male PUC Student

49 Shreyas 18-25 Male PUC Student

Patil
50 Mahesh 18-25 Male Diploma Private

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 Employee

Respodents Report
1) Age
I made the survey of age group between
18 to 60 and above in which only the age
group between 18 to 40 responded. In the
age respondents 88.2% are 18-25 age
group peoples and

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 CHAPTER-2
DATA ANALYSIS AND INTERPRETATION

TABLE 1

GENDER OF RESPONDENTS

SL.NO GENDER NO.OF.RESPONDS PERCENTAGE

1 MALE

2 FEMALE

TOTAL

 INTERPRETATION:-

TABLE 2

SHOWING THE AGE OF THE RESPONDENTS

SL.NO AGE NO OF RESPONDENTS PERCENTAGE

1 18 to 25
2 26 to 40
3 40 to 60
4 60 and above
TOTAL

 INTERPRETATION:-

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 TABLE 3

SHOWING THE EDUCATION QUALIFIACATION OF THE RESPONDENTS

SL.NO EDUCATION NO OF PERCENTAGE

QUALIFICATION RESPONDENTS
1 S.S.L.C
2 P.U.C
3 DEGREE
4 OTHERS
TOTAL

 INTERPRETATION:-

TABLE 4

SHOWING THE OCCUPATION OF THE RESPONDENTS

SL.NO OCCUPATION NO OF PERCENTAGE

RESPONDENTS
1 STUDENTS
2 PROFESSIONAL
3 GOVT.EMPLOYEE
4 PRIVATE EMPLOYEE
5 PROFESSIONAL
6 BUSINESS MAN
7 OTHERS
TOTAL

 INTERPRETATION:-

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 TABLE 5

RATE OF THE PARAMETER ABOUT THE SATISFACTION OF THE

HALDIRAM SNACKS

SL.NO QUESTION SATISFIED HIGH DIS HIGH DIS TOTAL

SATISFIED SATIFIED SATIFIED
1. Are you satisfied
haldiram product
2. Satisfaction level
of haldiram
product:-
1. Price

2. Quality

3. Availibility

4. Quantity

5. Taste

6. Packaging

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 INTERPRETATION:-

TABLE 6
HOW LONG YOU HAVE BEEN USING HALDIRAM SNACKS

SL.NO HOW LONG USING THE NO OF PERCENTAGE

HALDIRAM SNACKS RESPONDENCE
1. Less than 6 months
2. More than 1 year
3. More than 3 year
4. More than 5 years
TOTAL

 INTERPRETATION:-

TABLE 7

BASED ON THE PARAMETER QUESTIONS ON HALDIRAM SNACKS

SL.NO QUESTION NO OF RESPONDENTS NO OF RESPONDENT

(YES) (NO)
1. Would you buy
haldiram snacks for

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 next purchase
2. Would you
recommend haldiram
snacks to others
3. Are you aware about
the brand haldiram

 INTERPRETATION:-

TABLE 8
SHOWING HOW MANY TIMES YOU ARE USING HALDIRAM SNACKS IN A DAY

SL.NO HOW MANY TIMES USING PER NO OF RESPONDENT PERCENTAGE

DAY
1. Once
2. Twice
3. More than two times
TOTAL

 INTERPRETATION:-

TABLE 9
SHOWING WHAT IS THE FEQUENCY OF PURCHASE HALDIRAM SNACKS

SL.NO FREQUENCY OF NO. OF RESPONDENT PERCENTAGE

PURCHASE
HALDIRAM SNACKS
1. Weekly
2. Bio Monthly
3. Monthly

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 4. Quarterly
TOTAL

 INTERPRETATION:-

TABLE 10
SHOWING WHICH SOURCE DID CUSTOMER GET TO KNOW ABOUT HALDIRAM
SNACKS

SL.NO WHICH SOURCE CUSTOMERS ARE NO. OF PERCENTAGE

GET TO KNOW ABOUT HALDIRAM RESPONDENCE
SNACKS
1. News Paper
2. Television
3. Internet
4. Others
TOTAL

 INTERPERTATION:-

TABLE 11
SHOWING WHAT WERE THE REASON FOR YOU TO CHOOSE HALDIRAM SNACKS

SL.NO WHAT WERE THE REASON TO NO. OF RESPONDENT PERCENTAGE

CHOOSE THE HALDIRAM SNACKS
1. Cheap Price

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2. Brand’s Name
TOTAL

 INTERPRETATION:-

CHAPTER 3
FINDING AND SUGGESTION

 FINDINGS:- The following are the findings are given below:-

 The first and the major problems is that the company does not have direct
and permanent contract with retailers. It is general complain that there is a
big communication gap between the company and the retailers and no one
is to solve their problems.
 The second problems of retailers is non availability of quick response of
distributors.
 Distributors do not send the ready stock and thus the delivery man suffers
the problems when the retailer demands in emergency.
 One of the major problems is i.e. they are the price different. They are
getting same products in different price from others suppliers ( the others
suppliers are giving on less price and schemes ) thus this problem is very big
for distributors and suppliers both.
 Second problem is wholesale market; the wholesale market is creating
problems entering in distributors areas.
 The problem faced by the distributors is lack of stands in market. This
problem disturbs the distributors and retailers both. Retailers demand
stands to distributors because executive of others company does not allow
to use their stands to put our product.
 There are no any wall paintings or banners in canteens as signage of
Haldiram’s product while the competitors are providing facilities like this.

 SUGGESTION:-
 Company should consider the problems of retailers and canteen’s owner.

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  Company should problems of distributors.
 Resettlement of dispute like non payments and wrong commitment
problems is necessary by another executive.
 Stand should be provided to needy retailers because another company’s
executive creates problems.
 Company should give the stand and racks to each and every counters
where its product is sold.
 Company should prevent the interference of distributors in each others
areas.
 Company should prevent the undercutting in market.
 Company should prevent the wholesale disturbance.
 Company should give the incentives to its executives as extra benefits after
salary.
 Company should listen and care of sales executive.
 Company should recognize the problems in market.
 The very necessary work in market screening and recognizing the strength
and weaknesses of competitors.
 Company should spend some amount on advertisements of its products
because the competitors are using celebrities as their promoter in ads. For
Kurkure Juhi Chawla and for Lays Saif Ali Khan.
 Company should provide display to canteens and cafeterias.
 Company should paints the walls of cafeterias time to time because its
competitors do this, this will bound the retailers to sale our product.

HALDIRAM’S PRODUCT SURVEY

BY KOMAL KUMARI

MBA 1ST SEMESTER

NAME*

_______________________

AGE*

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 o 18 to 25
o 26 to 40
o 40 to 60
o 60 and above

GENDER*

o Female
o Male

EDUCATIONAL QUALIFICATION*

______________________________________

OCCUPATION*

o Student
o Government employee
o Private employee
o Professional
o Business man
o Others

1. RATE THE FOLLOWING PARAMETERS ABOUT THE SATISFACTION OF THE

HALDIRAM’S SNACKS*

Highly Satisfied Satisfied Neutral

Price O O O

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Quality O O O

Quantity O O O

Taste O O O

Availability O O O

Packaging O O O
2. WHICH TYPE OF USER YOU ARE?*

o Regular
o Part- time
o Occasionally

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