STRATEGIC BRAND AND PRODUCT MANAGEMENT

Project on

A comprehensive Launching plan for the Haldiram's Yoghurt

Saumadeep Guharay 20PGDM069

Ankita Das 20PGDM

Annanaya Chatterjee 20PGDM003

Sourav Choudhury 20PGDM037

Samyadeep Roy 20PGDM029

Avik Biswas 20PGDM009

Kirti Bajoria 20PGDM056

Ankit Home roy 20PGDM048

ABSTRACT
Brand and product management is a unique course which enables you to first understand the
importance of brand and product management and then use brand development, architecture and
portfolios, in order to achieve success.
Brand and Product management is conducive to each other and brand positioning can only do
effectively if product management is generated strategically and successfully. Every product is
a kind of touch point that communicates and every brand manager speaks of what the product
that communicates.
This project is about Haldiram’s yoghurt understanding the product and customers.
The plan begins with a brief overview of the product category being dealt with. It also dwells
briefly on the history of the company and its current position and activities.
The project moves on to the crux of the matter – the marketing plan to be followed by
Haldiram’s yoghurt in India. Firstly, the objectives behind this plan and the core strategy are
stated. Customers to be eventually targeted are described and compared with competitors’
customer targets. After starting the objectives and reasoning behind them, the actual marketing
programs are described in detail. This includes aspects such as pricing, advertising, promotion,
sales, channels, and the company website. Suggestions are made on each and every one of these
aspects; improvements and innovations are recommended.
The plan then goes on to the customer analysis section. The customer base is identified and
various segments are pointed out. Various criteria and factors have been taken into consideration
while segmenting the market. We have also tried to ascertain why customers buy these products,
how they choose, and what factors matter most when making their decisions.
INTRODUCTION
Yoghurt is a food produced by bacterial fermentation of milk. The bacteria used to make
yoghurt are known as yoghurt cultures. Fermentation of sugars in the milk by these bacteria
produces lactic acid, which acts on milk protein to give yoghurt its texture and characteristic tart
flavor. Cow's milk is the milk most commonly used to make yoghurt. Milk from water
buffalo, goats, ewes, mares, camels, yaks and plant milks are also used to produce yoghurt.

In the hot climate of most of India, accidentally yoghurt was discovered, much like Ancient
Egypt and Mesopotamia. Thus, yoghurt which actually is a Turkish word, Dahi as it is know in
Hindi has been made in India for the past 5000 years. The properties of yoghurt make it very
compatible with the Indian subcontinent; it is part of Ayurvedic medicine as it is super pro-
biotic. When mixed with black salt, yoghurt can help cure many cases of stomach and digestive
problems. It is used in Indian Lassi, which is a yoghurt drink and has cools down the body. Also
when paired with Indian food it is naturally drawn in with many Indian spices and actually helps
the body absorb the anti-oxidant value from Indian Spices. Even in the time of Chanakya around
400 B.C. the value of yoghurt was addressed in his writings. Thus, yoghurt and India go far back
in their relationship.
Haldiram’s yoghurt is a tasty treat with generous helpings of fresh fruits blended in with light yet
creamy and non-dairy milk yoghurt that gives a good little break from whatever one is doing.
Haldiram’s yoghurt is a dessert which can be used by the people who are kids, fruit lovers,
diabetics and health and fitness conscious which is common in today’s world.
The yoghurt is full of protein and nutrients and also equipped with various flavors along with the
classic yoghurt flavor. It contains very less calories and most important thing it contains no
added sugar or any form of sugar in any of the variants and contains no added artificial flavors of
any type. Also the yoghurt is made of non-dairy milk (Soy) hence consumers who are lactose
intolerant can also consume the product.
It is a subtle indulgence for whenever one feels like having something sweet. It is ideal for both
on the go and at home consumption. And from now, from the young to the senior citizens of our
society, everyone can indulge in their sweet temptation with Haldiram’s Yoghurt.
Ingredients

Non-dairy milk, Water, Thickening Agent (Powdered Agar Agar), Acidity Regulator, Stabilizer,
Natural Flavors (Optional) and Active Lactic Culture.

Key Features

Some of the key features of the product are as follows:

 Low-fat flavored yoghurt

 Tasty and healthy dessert
 Sugar free
 Available in many natural flavors
 Non-Dairy milk
 Less calories
 It is a Vegetarian product
 Zero trans fat
 High protein
 No added preservatives

Haldiram’s yoghurt is prepared with natural flavors extracted and is present in the following
flavors:-

 Blueberry
 Strawberry
 Vanilla
 Kesar Pista
 Honey
 Chocolate
 Mango
 Classic Yoghurt
BACKGROUND OF THE COMPANY

Haldiram's began as a tiny shop in Bikaner, the land as famed for its savories as for its leather-
faced pipe players and fierce warriors. By 1982, Haldiram's had set up shop in Delhi, and the
capital had begun to stop by and take note of the savories and sweets. Word of mouth grew the
business manifold over the next decade until Haldiram's came to stand for a food company
synonymous with taste, hygiene and innovation.

Haldiram's is an Indian sweet, snacks and restaurant company based out of Delhi
and Nagpur. The company has manufacturing plants in various locations such as Nagpur,
New Delhi, Gurgaon, Rudrapur and Noida. Haldiram's has its retail chain stores and restaurants
in Nagpur, Kolkata, Noida and Delhi. Haldiram's was founded in 1937 by Ganga Bhishen
Agarwal, fondly known as Haldiram Ji in his household; as a retail sweets and namkeen
shop in Bikaner, Rajasthan.

To drive expansion, the company's first manufacturing plant was started in Calcutta. In 1970, a
larger manufacturing plant was established in Jaipur. Another manufacturing plant was
established in New Delhi, the capital of India, in the early 1990s. In 2003, the company began
the process of developing convenience foods to be marketed to consumers. In 2014, Haldiram's
was ranked 55th among India's most trusted brands according to the Brand Trust Report, a study
conducted by Trust Research Advisory. The company has grown at a tremendous pace over the
years, and in 2017 it was crowned as the country's largest snack company, surpassing all other
domestic and international competitors. Haldiram's products are available in more than 80
countries.
 WHY YOGHURT

Yoghurt has been an available food product for centuries. It has been suggested that the ancient
people of the Middle East ate yoghurt regularly and that the conquering armies of Genghis Khan
survived on this food. Yoghurt is consumed globally, except for China, by consumers of varying
ages, genders, and income brackets. However, it is only within the past few decades that yoghurt
has become available in many flavors, textures, and packaging types. Furthermore, food
companies have capitalized on yoghurt's healthy image, using nutritional labels and health claims
as a marketing tool.
The main idea behind the particular product launch is to target the individuals with lactose
intolerance who cannot often digest the sugar, or the lactose content, in milk. This condition can
be mild or severe, and leads to uncomfortable side effects such as gas, bloating, and diarrhea
after consuming dairy products such as yogurt.
Having said that, yogurt has powerful benefits for people who are lactose intolerance, as long as
you eat the correct type of yogurt with minimal or no lactose content. The active bacteria in
yogurt, called probiotics, can help you digest the lactose. This is why most lactose intolerant
people can still enjoy some dairy yogurt on a regular basis even if they are unable to consume
other dairy products.
Also looking at the product mix of Haldiram, it caters to almost all dairy category except Yogurt.
And looking at the increasing demand for yogurt in the Indian Market, it is a golden opportunity
for Yogurt to increase its product line and capture the yogurt market too.
SEGMENTATION, TARGETING & POSITIONING
Demographic

Age- Almost all segments ranged from children to older people. Fruit yoghurt is popular among
every age group. Mothers and wives, who have always been the most considerate for their kids
and families, preferred to buy fruit yoghurt as it is of high quality and distinct taste.
Gender- Both man and woman. It has been a common observation that men have never been
much into eating yoghurts, but the scenario changed with this product's launch. Men who used to
be most reluctant to eat yoghurt enjoy this product as much as they can. So we can safely say that
fruit yoghurt is popular among men and women alike.
Family- For both nuclear and joint families. Besides having it as an accessory of food, simple
yoghurt is also used as a raw material for cooking, a part of our tradition and culture.
Geographic- Urban, Semi-urban, Metropolitan cities.
Psychographic- Availed by people who have lactose intolerance, health freaks and diet
conscious
Behavioral- The customers have brand loyalty towards this brand from before, which can make
the brand position its products effectively. The behavior of the customer's changes at specific
points in a year where the demand for this particular product increases, e.g. Moharram,
Ramadan, Eid, Diwali, Holi, puja etc.

Targeting: Any age group with middle and high income or belonging to a family within this
income cap, located in semi-urban, urban and metropolitan cities. Due to its reduced fat content,
it is now the best choice for health-conscious people. People can now use it readily as a dessert
without worrying about its fat content affecting their dietary plans and customers who value
brand loyalty.

Positioning: The first requirement of good positioning is that the product should be unique. But
being unique is not enough. The product has to be beneficial for the target market, and we see
that kids and the fruit lovers very much like Haldiram's Yogurt. The next factor is flavor.
Haldiram's Fruit Yogurt is available in different flavors with a tinge of originality, which boosts
 quality. This high-quality product is available at a very affordable price. A price that is
affordable to almost anyone.
VALUE PROPOSITION & PRICE-POINT

Value Proposition: Providing an enriching experience to every customer visiting the outlets.
Giving the vegan, Lactose intolerant, diabetic and diet conscious people a chance to indulge in
Yoghurts just like others. Delivering the value of the products and the services that they have
promised to the customers.

Price Point-
Rs.125 for Large size (400 g)
Rs.65 for Medium size (200 g)
Rs.35 for Small size (100 g)

SWOT ANALYSIS

STRENGTH
 Brand Name.
 Product variants- Sugar-free, Lactose-free and Vegan
 Known for its operation and hygiene.
 high standardized quality products.
WEAKNESS
 The new player in the Yoghurt market with
no experience in distribution strategies.
 NO self-own dairy farm

OPPORTUNITIES THREAT

 Customer Loyalty towards the brand.
 Bringing flavors that are never explored before, such
as fruit flavored yoghurt.
 Should go for Innovative packaging for its products
 Biggest competitor Nestle is a market leader
for a decade now.
 Customers may not shift their preferences
from Nestle to Haldiram's
 Other Competitors in the market are coming
with aggressive advertising and innovative
branding of their products.
UNIQUE SELLING PROPOSITION (USP) & FLAVOURS

Served with various types flavours like blueberry, strawberry, vanilla, Kesar Pista, honey,
chocolate, mango with normal yogurt Haldiram’s also serve lactose free yogurt so that people
with lactose intolerance can also consume it.
Different flavours used in the making of Haldiram’s Yoghurt are-

 Blueberry
 Strawberry
 Vanilla
 Kesar Pista
 Honey
 Chocolate
 Mango
 Plain Yoghurt

SUPPLY CHAIN MANAGEMENT OF HALDIRAM'S YOGHURT

Manufacturing unit

At first, the raw materials are collected from different ends and stored at the manufacturing unit.
In the manufacturing team, the raw materials are processed, and the yoghurt is produced. Then it
is ready for the packaging unit.

Packaging unit

After the yoghurt is produced, the product is sent to the packaging unit. The yoghurt is packaged
into a respective amount of packets in the packaging unit and is ready for the inventory or
distribution unit.

Inventory and Distribution unit

The packaged product is being stored in the inventory, and a specific assortment of Distribution
is done here. The products are sent to respective wholesalers, particular retailers, Haldiram
stores, restaurants and sweet shops.

Wholesalers

The most crucial target for the distribution unit will be the wholesalers storing our product in
bulk. The sale of our product depends on the wholesalers a lot. They will keep our product in
size and distribute to different retailers and other respective shops as per the demand of the
product.

Retailers

The retailers can receive our product in two ways. Either they can obtain it from the distributors
or contact our distribution unit for direct delivery of products. This is the last step before our
products reach the end customers. The retailers are responsible for our Distribution of the
product to the end customers.
Haldiram's shop

Haldiram already has its specialized retail chain or stores that are an important centre for
Haldiram products. These shops will receive our product directly from the distribution unit, and
they can endorse our product as their own. They will be responsible for our product's reach to the
customers who are loyal to the brand.

Consumers

The last segment of our supply chain management will be the consumers who consume our
product and remain the focal point of our targeting strategies. They will purchase our product
from the
wholesalers directly or the retailers present in our distribution system. The product will be
available for them from Haldiram's specialist shops.
Demand Analysis of Yogurt Industry
Consumers in India are in the process of transitioning from unpackaged or loose yoghurt to
packaged yoghurt. In this phase, retail yoghurt makers and yoghurt service chains are assisting
Indians in moving forward and replacing old traditions with healthy and tasty yoghurt. They are
competing with one another for the lion's share of the country's overall Yogurt market. Yogurt
has long been a part of Indian culture, but only in the form of curd/dahi, lassi, and buttermilk.
Yogurt in frozen form has become more popular as a result of westernization and increasing
health awareness. Companies based outside of India and those based in India took on these issues
and came out with a variety of frozen yoghurt flavors in India. It had a difficult start because
most Indian households make their own curd/dahi and use it on a daily basis. As a result,
persuading people to try frozen yoghurt sold by companies and retail chains proved difficult.
However, people began to notice it because of its taste, benefits, and stunning appearance.
Competing Yogurt service chins including Cocoberry, Red Mango, Menchie's, Forever Yogurt,
and Flavour24 offer various Yogurt by retail Yogurt makers like Amul, Danone, Mother Dairy,
Britannia, and Parag Foods. According to Bonafide Research's research 'India Yogurt Market
Outlook' the India Yogurt market has grown at a rate of roughly 17% over the last 5 years, from
2015-16 to 2019-20. Its overall Yogurt market is made up of Organized and Unorganized
Yogurt, with the Unorganized Yogurt market dominating the Organized. Retail Yogurt Market
and Yogurt Service Market are two segments of the organized yoghurt market. Yogurt service
Chain dominates the retail yoghurt business, with a market share of roughly 95%. Spoonful
Yogurt and Drinkable Yogurt are the two segments of the market, with Spoonful Yogurt having
a larger share. Due to the growing presence of online delivery companies such as Big Basket,
Grofers, and Amazon in India, which are offering various products in the fresh dairy segment
and offering two hours and one-day delivery options at selected cities in India, the India Yogurt
Market is expected to grow at a double-digit CAGR of 15.93 percent in the forecast period until
FY2026, driving the growth of the market. Simultaneously, players in the Indian Yogurt Market
are expanding their product portfolios and offering a variety of local and international flavours to
meet the increased demand for yoghurt, particularly among urban Indians. All of the factors
mentioned are projected to drive the Indian Yogurt Market forward throughout the forecast
period. Furthermore, the demand for low-fat, fat-free, non-dairy-based, and organic yoghurt is
increasing among Indian consumers, and this will act as a catalyst in the growth of the India
Yogurt Market over the forecast period through 2026. Because of its low cost and availability
across numerous platforms, traditional yoghurt had the biggest market share among all other
segments in FY2020. The India Yogurt Market is segmented into ordinary, low fat, fat free, and
lactose free yoghurt kinds based on fat content. Regular type yoghurt had the greatest market
share in the India Yogurt Market in the base year FY2020, owing to its low price and widespread
availability. However, due to their established health benefits, low fat and fat free yoghurt, as
well as lactose free yoghurt, are becoming increasingly popular among Indian customers.
Companies in the yoghurt industry are putting a lot of effort into making yoghurt that claims to
be low fat or fat free, as well as lactose free, which is driving up sales. Only a few companies
now offer products in these areas, but given the growing demand from consumers, other
companies would like to expand their product offerings.
The Indian yoghurt market is separated into four regions: north, east, south, and west. Due to its
vast population base, the North region had the greatest market share in the India Yogurt Market
in the year FY2020.

Yogurt Buyers

East
17%
North
29%

South
26%

West
27%
Demand forecasting up to 2026

Demand Forcast
6000

5000
East
4000 South
West
3000 North

2000

1000

0
2015-162016-172017-182018-192019-202020-212021-222022-232023-242024-252025-26

So from the demand analysis and the demand forecasting chart we can say that Haldiram should
introduce yogurt in their product line.