lOMoARcPSD|23978984

Dissertation Project Report

(Project Semester VI Jan-June 2023)

“Marketing Strategies of Haldiram Pvt. Ltd.”

Submitted by
Siddharth Patidar
20BBAN081
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Under the Guidance of

Faculty Dissertation Guide:

Ms. Anushree Yadav
Assistant Professor

Faculty of Management

JECRC UNIVERSITY, JAIPUR

1st Jan to 30th June 2023

Start Month End Month Year
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Declaration

I hereby declare that the project work entitled “Marketing Strategies of Haldiram Pvt.
Ltd.” is an authentic record of my own work conducted at “JECRC University” as
requirements for the award of degree of B.B.A. /B.Com., JECRC University, under the
guidance of “Ms. Anushree Yadav”, during 1st January to 30th June 2023.

Signature of student
Siddharth Patidar
20BBAN081

Date: ___________________

Certified that the above statement made by the student is correct to the best of our knowledge.

Ms. Anushree Yadav

Assistant Professor
Faculty Dissertation Guide

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Acknowledgements

Through this acknowledgement I express my sincere gratitude towards all those

people who helped me on this project, which has been a learning experience.

This space would not be enough to extend my warm gratitude towards my

project guide Ms. Anushree Yadav for her efforts in coordinating with my work
and guiding me in the right direction.

It would be injustice to proceed without acknowledging those vital supports I

received from my beloved classmates and friends, without whom I would have
been half done.

Siddharth Patidar

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Table of Contents

S. NO Particulars Page number

Declaration 2
1 Acknowledgeme 3
nt

2 Chapter I
Introduction 5-20
Objective of the 20-21
study Literature 21-24
Review 24
Research Methodology
Limitations of the
study
3 Chapter II
Company Profile 32-42

4 Chapter III
Analysis and Interpretation 43-54
of Data

5 Chapter IV
Conclusions and 55-58
Recommendations

6 Bibliography 60

7 Questionnaire 60-62

[4]

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Chapter- 1

[5]

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INTRODUCTION
INTRODUCTION TO THE TOPIC
This report provides a detailed analysis about the company. The
topic undertaken is “Marketing Strategies and Brand Loyalty of
Haldiram in India”. It describes about the marketing strategies of
Haldiram and the various steps that are required to increase their
sales. This report provides as in-depth analysis of Haldiram.
Thereafter, the repots analyses Haldiram marketing strategies and in
the end suggestions and recommendations are given based on the
analysis.

A marketing strategy is a process that can allow an organization its

limited resources on the greatest opportunities to increase sales and
achieve a sustainable competitive advantage. A marketing strategy is
most effective when it is an integral component of corporate
strategy, defining how the organization will successfully engage
customers, prospects, and competitors in the market arena. It is
partially derived from broader corporate the strategies, corporate
missions, and corporate goals. As the customer constitutes the
source of a company’s revenue, marketing strategy is closely linked
with sales. A key component of marketing strategy is often to keep
marketing in line with a company’s overarching mission statement.

Haldiram's was founded in 1937 by Ganga Bishan Agarwal, fondly known as Haldiram
Ji in his household; as a retail sweets and namkeen shop in Bikaner, Rajasthan.
In order to drive expansion, the company's first manufacturing plant was started
in Calcutta (now Kolkata). 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
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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. In 2006
Haldiram Owner Mahesh was held guilty for trying to murder a Tea Seller

Haldiram's is very traditional in terms of advertising and promotions. However, to be

in sync with current times, Haldiram's tied up with the 2015 Bollywood film Prem
Ratan Dhan Payo and more than 1.5 crore (15 million) Haldiram's snack packets were
printed with the logo of the film. The chain is actively expanding its franchises.

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Concept of Marketing
It is a philosophy of marketing that entails the wants and needs of a
particular market. Thought the needs and wants of a market an
organization can achieve its goals in terms of revenue. Achieving the
desired revenue is achieved through delivering satisfaction to a
buying market better than a competitor can.

The product strategy and mix in Haldirams marketing strategy can be explained as follows:
Haldirams is one of the largest food & snack manufacturers & retail outlet in India. The various
food products offered by Haldirams include namkeens, papads, sweets, drinks, banana chips,
halke fluke, takatak, frozen curries, frozen paratha, frozen rice, frozen thali, frozen snacks and
canned sweets. It is also in the business of restaurants and fine dining, but 80% of revenue is
generated by packaged products business. The company also has an online presence where
customers can place their orders and avail various special products offered by Haldirams which
include custom sweet boxes, specialised festive products and custom tokni. The website also
offers services like placing bulk orders and fatafat delivery (quick delivery). Haldirams product
strategy as a part of its marketing mix come in packages of various sizes to satisfy the different
requirements of customers.
They also give a lot of importance on attractive packaging with attractive colours to encourage
impulse buying among customers. The package also comes filled with nitrogen to increase the
shelf life of products. Haldirams focuses greatly on delivering quality products. The whole
manufacturing process is in-house and stringent quality checks are done by the founder family
members themselves. There is a uniformity in quality and authenticity in taste which make
Haldirams a tremendous success in Indian snacks market.

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Concept of Marketing Strategies

A market strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage. A
marketing Strategy should be centered on the key concept that
customer satisfaction is the main goal.

A marketing strategy is most effective when it is an integral

component of corporate strategy, defining how the organization will
successfully engage customers, prospects, and competitors in the
market arena. Corporate strategies, corporate missions, and
corporate goals. As the customer constitutes the source of a
company’s revenue, marketing strategy is closely linked with sales. A
key component of marketing strategy is often to keep marketing in
line with a company’s overarching mission statement.

A marketing strategy can serve as the foundation of a marketing

plan. A marketing plan contains a stet specific actions required to
successfully implement a marketing strategy. For example: “Use a
low-cost product to attract consumers. Once our organization, via
our low=cost product, has established a relationship with consumers,
our organization will sell additional, higher-margin products and
services that enhance the consumer’s interaction with low-cost
product or service.”

strategy consists of a well thought out series of tactics to make a

marketing plan more effective. 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.

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A marketing strategy often integrates an organization’s, marketing

goals, policies, and action sequences (tactics) into a cohesive whole.
Similarly, the various strands of the strategy, which might include
advertising, channel marketing, internet marketing, promotion and
public relations, can be orchestrated. Many companies cascade a
strategy throughout an organization, by creating strategy tactics that
the become strategy goals for the next level or group. Each one
group is expected to take that strategy goal and develop a set of
tactics to achieve that goal. This is why it is important to make each
strategy goal measurable.

Product
Haldiram’s offers a wide range of products to its customers. The
product range includes namkeens, sweers sharbats, bakery items,
dairy products, chips, pappad and ice creams. However, namkeens
remain the main area of focus for the group as it contributes close to
60% of its total revenues. By specializing in the manufacturing in the
namkeen market the company has created a niche market. The raw
material used to prepare namkeens is of the best of quality and are
sourced from all over India.

Haldiram’s customizes its products to suit the tastes and preferences

of customers from different parts of India. It launched products,
which catered to the tastes belonging to specific regions. For
example, it launched ‘Murukkus” a south Indian Snack and Chennai
Mixture’ for south Indian customers. Similarly, Haldiram’s launched
‘bhelpuri’ keeping in mind customers residing in western India. The
company offered certain products such as ‘Nazarana’, ‘Panchratan’
and ‘Premium’ only during the festival season in gift packs. These
measures have helped Haldiram’s compete effectively in a market

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that is flooded with a variety of snack item in different shapes, sizes

& flavor’s. It has also recently launched biscuits & cookies.

200 Gms 400 Gms

 Plain Bhujia  Plain Bhujjia
 Bhujia  Bhhujia
 Karanchy Mixture  Navrattan
 Navrattan  KhattaMeetha
 Nut Cracker  Masala Moong Dal
 KhattaMeetha  Moong Dal
 Bombay Mixture  Nut Cracker
 Chana Dal  Dal Biji
 Boondi Masala  All in One
 Boondi Plain  Aloo Bhujia
 Dal Biji  Chana Jor Garam
 Ghatia  Kashmiri Mixture
 Kabli Chana  Hara Chiwda
 BhavnagriSev  Cornflakes Mixture

75 Gms 30Gms
 Bhujia  Nut Cracker
 Nacrattan  Peanut Salted
 KhattaMeetha  Aloo Bhujia
 Moong Dal  Bhujia
 Nut Cracker  Navrattan
 Aloo Bhhujia  Moong Dal
 Boondi Plain  KhattaMeetha
 Boondi Masala  Nimbu Masala
 Nimbu Masala
 Peanut Salted

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PRICE
Haldirams offers its products at competitive process in order to
penetrate the huge unorganized market of namkeens and sweets.

 The company pricing strategy has taken into consideration the

price conscious nature of consumers in India. Haldiram’s has
launched namkeens in small packets of 30grams, priced as low as
Rs.5. The company also launched namkeens in 5 different packs
with prices varying according to their weights.
 The prices also vary on the basis of the type of namekens and
the raw materials used to manufacture it. The cost of metalized
packing also has an impact on the price, especially in the case of
snack foods.
 The company revises the prices of its products upwards only
when there is a steep increase in the raw material costs or if
additional taxes are imposed.
Haldirams follows a competitive pricing strategy in order to
compete with huge unorganised snacks and sweet sector in India.
Haldirams charge a minimal premium owing to the branded and well
packaged products.
C They give a huge importance to good presentation and lively
packaging as a way of differentiation from other non-branded
unorganised products and thus demand a premium for it. But since
the premium is so small that consumers usually don’t mind given
the trusted high-quality products. At the same Haldirams, they keep
prices slightly lower than other branded competitors like Bikaji,
Lehar, Bikano etc. Thus competitive pricing is the backbone of its
marketing mix business strategy. To charm the more price sensitive
customers, Haldirams has come up with small one-time
consumption packages of 40gms which are priced at Rs.10 for its
most famous Bhujia sev under the namkeen category. 150gms
packs are priced at Rs.35, family consumption packs of 350gms

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and 1 kg are priced at Rs.80 and Rs.210 respectively for the same
product.


PLACE:-
The Haldiram’s products are distributed all over the country and
outside country also. Haldiram’s is successfully exporting its
products to USA, UK, Australia. Middle East & Far East Countries,
Germany, Philippines, New Zealand, Nepal, Sri Lanka, UAE, France,
Spain, Italy, Holland, Japan, etc., Haldriam’s is an ISO and HACCP
certified Company and approved by FDA, USA.

 Haldiram’s has developed a strong distribution network to

ensure the widest possible reach for its products in India as
well as overseas. From the manufacturing unit, company’s
finished goods are passed on to the carrying & forward ( C&F)
agent. C&F agents pass on the products to distributors, who
ship them to retail outlets. While the Delhi unit of Haldiram’s
[10]

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has C&F agent and 700 distributors in India, the Nagpur unit
has 25 C&F agents and 375 distributors. Haldiram’s also has 35
sole distributors in the international market. The Delhi and
Nagpur units together cater to 0.6 million retail outlets in India.
 C&F agents receive a commission of around 5% while
distributors earn margins ranging from 8% to 10%. The retail
outlets earn margins from 14% to 30%. At retail outlet level,
margins vary according to the weight of packs sold. Retails earn
more margins ranging from 25% to 35% by selling 30grms
pouch (priced at Rs.5) compared to the packs of higher weights.
 Apart from the exclusive showrooms owned by Haldiram’s, the
company offers its products through retail outlets such as
supermarkets, sweet shops, provision stores, bakeries and ice
cream parlors. The Products are also available in public places
such as railway stations and bus stations that account for a
sizeable amount of its sales.
 Haldiram’s products enjoy phenomenal goodwill and stockists
compete with each other to stock its products. Moreover,
sweet shops and bakeries stock Haldiram’s products despite
the fact that the company’s products compete with their own
products. ucts such as ‘yeh corn hai’ (this is corn), ‘chota
samosa-big mazaa’ (small samosa-big entertainment)
‘yehkashmiri mix khoobjamega’ and ‘oozing with taste’
(froRasgoolas) promoted individual products.
 Special brochures are designed for those customers who want
to know more about Haldiram’s products. The brochures
describe the products and give information about the
ingredients used to make those products. Mailers are slso sent
to loyal customers and important corporate clients a token of
appreciation for their patronage.

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 Packaging is an important aspect of Haldiram’s promotion.

Since namkeens are impulse purchase items, attractive
packaging in different colours influences purchases, Haldiram’s
uses the latest technology ( food items were packed in nitrogen
filled pouches) to increase the shelf life products. While the
normal shelf life of a similar product is under a week, the shelf
life Haldiram’s product is about six months. The company
projets 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, Haldiram’s products are sold in
attractive looking special gift packs.
 The showrooms and retail outlets of Haldiram’s give
importance to the point of purchase (POP) displays. Haldiram’s
snacks are displayed on special racks. Usually outside retail
outlets. The showrooms have sign boards displaying mouth-
watering delicacies with captions such as ‘Chines Delight’,
‘Simply South’, ‘The king of all chats.’ Posters containing a brief
account of the history of Haldiram’s along with pictures of its
products are also displayed at these showrooms.
 Haldiram’s has also diversigied into the restaurant business to
cash on its brand image. The company has established 6
restaurants overall in India. The restaurant at Nagpur dicised an
innovation strategy to increase its business. It facilitated people
who were travelling by train to order.

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(A) Distribution Channel Structure

Haldiram’s Organization

Consumers

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Within Delhi

Haldiram’s Organization

Distributor

Retailer

Consumers

A. Functions Performed by the Channel

Member
 The main functions of different channel members are to
supply goods, to achieve target and to increase sales.
 One of the main functions of C&F agents is to achieve the
targets assigned to them; they are responsible for all the
activities of their areas.
 Maximum sale of the Haldiram’s products comes from the
Namkeens and other packed products which is nearly
Rs.250 crore yearly.

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 he sales of other goods including the sales of its entire

outlet are around Rs.150 crore.

Selection of Channel members

Channels members are selected if the following facility is avaible:-

 Warehouse Facilities
 Experience sale persons.
 Van, Truck, Three-wheelers for transportation.
 Registered office.
 Proper computer facility for maintaining accounts.
 Financially strong

D. Order Processing
 Sales persons of C&F agents and distributors go to the
retailers of their areas and bring the order daily. After
that they give order in the Corporate Office of Haldiram’s
in Mathura road to the general manager. From corporate
office general manager gives order in the factory. (
Noida/Gurgaon/Mathura Road).
 As the order is ready to deliver and on confirming from
the corporate office, the goods are delivered in the
trucks.
 Orders within Delhi and the places near Delhi (like
Meerut) are delivered within 24 hours.
 Order outside Delhi is delivered according to the distance.
It takes from 24 hours to 72 hours.
 Every distributor and C&F agent has a fixed day in a week
to give an order.
 Haldiram’s has its own warehouse, which is managed by
its own staff.

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E. Physical movement of the goods

The order of Haldiram’s is delivered by truck. Haldiram’s pays the
expenses for transportation of the goods.
 

PROMOTION
Haldiram’s product promotion had been key until competition
intensified in the snack foods market. The company tied with
‘Profile Advertising ‘for promoting its products. Attractive posters,
brochures and mailers are deigned to enhance the visibility of the
Haldiram’s brand.

 Different varieties of posters are designed to appeal to the

masses. The punch line for Haldiram’s products was ‘Always
in good taste’. Advertising depicting the entire range of
Haldiram’s 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 Haldiram’s brand, the
company has placed its hoardings in high traffic areas such
as train stations and bus stations. Posters are designed for
display on public transport vehicles such as buses and
hoardings.
 Captions are developed that focus on individual products
such as ‘yeh corn hai’ (this is corn), ‘chota samosa-big mazaa’
(small samosa-big entertainment) ‘yehkashmiri mix
khoobjamega’ and ‘oozing with taste’ (froRasgoolas)
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promoted individual products.

Haldiram’s is a household name when it comes to snacking and

sweets. A brand that has been around for so many decades has only
improvised and increased its options for people who love to explore
various Indian food items.

Their branding activities are very traditional, yet they have made a
mark globally and are always the first name in one’s mind when we
talk of ready to eat food or sweets.

This brand is traditional yet modern as it has kept up with the ever-
changing Indian taste buds and also by entering in the restaurant
market of the country.

One of the best gifting options when it is a special occasion or

celebration, Haldiram’s always keeps up to its taste, packaging and
variety which never disappoints!

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 Special brochures are designed for those customers who

want to know more about Haldiram’s products. The
brochures describe the products and give information about
the ingredients used to make those products. Mailers are
slso sent to loyal customers and important corporate clients
a token of appreciation for their patronage.
 Packaging is an important aspect of Haldiram’s promotion.
Since namkeens are impulse purchase items, attractive
packaging in different colours influences purchases,
Haldiram’s uses the latest technology ( food items were
packed in nitrogen filled pouches) to increase the shelf life
products. While the normal shelf life of a similar product is
under a week, the shelf life Haldiram’s product is about six
months. The company projets 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, Haldiram’s products are sold in
attractive looking special gift packs.
 The showrooms and retail outlets of Haldiram’s give
importance to the point of purchase (POP) displays.
Haldiram’s snacks are displayed on special racks. Usually
outside retail outlets. The showrooms have sign boards
displaying mouth-watering delicacies with captions such as
‘Chines Delight’, ‘Simply South’, ‘The king of all chats.’
Posters containing a brief account of the history of
Haldiram’s along with pictures of its products are also
displayed at these showrooms.
 Haldiram’s has also diversigied into the restaurant business
to cash on its brand image. The company has established 6

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restaurants overall in India. The restaurant at Nagpur dicised

an innovation strategy to increase its business. It facilitated
people who were travelling by train to order for
lunch/dinner by sending a demand draft or a cheque to the
Nagpur unit or giving the same to specified local distributors
belonging to the Nagpur unit.
 Haldiram’s restaurants in delhi also use innovative ways to
attract customers . The restaurants located at Mathura and
Lajpat Nagar have special play area for children.
 To cater to NRI’s and foreign tourists, who hesitate to
consume snack foods sold by the roadside vendors since
they do not prepare the foods in a hygienic manner,
Halidar’s restaurant uses specially purified water to make
snack foods including ‘Panipuri’ & ‘chat paari’.
 The promotional and advertising strategy in the Haldirams marketing
strategy is as follows:
 Haldirams never followed an aggressive marketing strategy, but let
the products speak for themselves by strong point-of-sale promotional
practices. They also benefitted from huge loyal customer base and
word of mouth promotions. But owing to recent rise in competition,
Haldirams has now come up with small 30 seconds YouTube ads to
target the urban and international customers. It also does city-level
promotions using colourful hoardings and posters. In 2015, Haldirams
tied up with a Bollywood movie “Prem Ratan Dhan Payo” and
launched a contest for promotions. New packs were also launched
with pictures of characters from the movie. Haldirams focuses more
on the point of purchase advertising and uses special racks for its
products in the retail shops. It also boasts a lot of awards and
recognition including India's Most Trusted Brand (2003) and top
brand in the ready-to-eat snack food category. It is a member of
various international food associations like Snack Food Association,
Virginia(USA), European Snack Association, London (UK) and
International Association Of Amusement Park Attractions in
Alexandria (USA). Hence this concludes the marketing mix of
Haldirams.

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Advertising Strategy
Haldiram’s advertisements have traditionally been copy heavy for
various reasons and do not have any face , known or otherwise,
attached to them. They are graphic heavy as well with extremely
vibrant use of colours. Its advertisement earlier had a mature
approach with the base line “Always in good taste”, but of late due
to a shift in target audience the base line of the advertisements too
has been changed to “har zuban pe”. This year , an otherwise
conservative company , it has upped ad budgets by more than 60%
to Rs 1 crore – still a far cry though from Lays which spends over Rs
30 crore annually. But these ads were for what it calls its ‘new
generation products’ – chips , funchees , masala balls and Taka- tak.

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(A) Visual
Haldiram’s typography contains a very stylized and sophisticated font
style, which convery the image and the personality of the brand.

The layout is picture heavy with extensive use of colour so as to

make the advertisement attractive and tempting , which is true of
any food advertisement.

(B) Verbal
Initial advertising of the brand contained long copy but this
phenomenon has recently changed as the company is now going in
for a very precise and clear form of communication in an informal
manner.

(C) Attitudinal
Haldiram’s advertisement not attitudinal in nature but are rather
and mature. This trend is steadily converting into a more informal ,
relaxed and ‘hinglish’ style.

The food industry in India is forever changing to suit their consumer’s

palate, preference and pocket. All the players in the industry thus,
have to constantly adapt to the ever- changing trends and invent and
re- invent themselves to stay in the league.

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OBJECTIVES OF THE STUDY

 To study marketing strategies and brand loyalty of Haldiram’s
 To study the marketing mix of Haliram’s
 To study the Haldiram’s as a brand and define various brand
attributes related to Hsldiram’s
 To study the behavior of the consumer with respect to
attributes such as brand Loyalty and come up with
recommendation as to what all needs to be considered keeping
the consumer in mind
 To analyse Haldiram’s competitor and compare their strategies
and come up with recommendations for any problem being
faced by it.

LITERATURE REVIEW
A literature is a text written by someone to consider the critical
points of current knowledge including substantive findings as well as
theoretical and methodological contributions to a particular topic .
literature reviews are secondary sources , and as such, do not report
any new or original experimental work . Also a literature review can
be interpreted as a review of an abstract accomplishment .

Drucker 1973 “ Strategic marketing as seen as a process consisting

of : analyzing environmental , market competitive and business
factors affecting the corporation and its business units, identifying
market opportunities and threats and forecasting future trends in
business areas of interest for the enterprise , and participating in
setting objectives and formulating corporate and

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LITERATURE REVIEW
A literature review is a text written by someone to consider the
critical points of current knowledge including substantive findings as
well as theoretical and methodological contributions to a particular
topic. Literature reviews are secondary sources , and as such , do not
report any new or original experimental work. Also , a literature
review can be interpreted as a review of an abstract
accomplishment.

Drucker 1973 “Strategic marketing as seen as a process consisting

of; analyzing environmental , market competitive and business
factors affecting the corporation and its business units, identifying
market opportunities and threats and forecasting future trends in
business areas of interest for the enterprise , and participating in
setting objectives and formulating corporate and business unit
strategies , selecting market target strategies for the product- market
in each business unit , establishing marketing objectives as well as
developing , implementing and managing the marketing program
positioning strategies in order to meet market target needs” .

Hart & Stapleton 1977 “ a statement in very general of how the

marketing objective is to be achieved , e.g. acquiring a competitive
company , by price reductions , by product improvement , or by
intensive advertising . The strategy becomes the basis of the
marketing plan”

Lambin 1977 “The role of strategic market is to lead the firm

towards attractive economic opportunities, that is, opportunities
that are adapted to its resources and know- how and offer a
potential for growth and profitability”.

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Baker 1984 “The establishment of the goal or purpose of a strategic

business unit and the means by which it is to be achieved through
management of the marketing function”.

Cravens 1986 “understanding the strategic situation confronting an

organization is an essential starting in developing a marketing
strategy”

Hamper & Bough 1990 “ Although definitions for the term vary ,
we define marketing strategy as s consistent , appropriate and
feasible set of principles through which a particular company hopes
to achieve its long- run customer and profit objectives in a particular
competitive environment” .

Aramario & Lambin 1991 “although marketing has basically a

strategic conception of the selling activity, we use to distinguish
between strategic marketing and operational marketing, depending
on long term or short-term objectives. Strategic marketing starts in
thoughts about current situation of the company and situational and
possible evolution of the markets and the environment, with the goal
of detecting opportunities can establish objectives”.

Kotler 1997 “the selection of target markets, the marketing mix

and the marketing expenditure levels”……. “The marketing strategy is
the way in which the marketing function organizes its activities to
achieve a profitable growth is sales at a marketing mix level”……. “A
marketing strategy may be as a plan (usually long term) to achieve
the organization’s objectives as

Follows…”

(a) By specifying what resources should be allocated to

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marketing?
(b) By specifying how these resources should be used to take
advantage opportunities which are expected to arise in the
future, “A marketing strategy would consist of the following
i. Identifying markets and customers’ needs in those
markets.
ii. Planning products which will satisfy the needs of these
markets.
iii. Organizing marketing resources, so as to match products
with customers in the most efficient and effective way
possible, i.e., so as to maximize customer satisfaction and
the organizations profits or sales revenue, (Or whatever its
objectives are!) at the same time.”

Me Donald 1999 “The term “marketing strategy” reflects the

company’s best opinion as to how it can most profitably apply its
skills and resources to the marketplace. It is inevitable broad in
scope. Marketing strategies are the means by which a company
achieves its marketing objectives and are usually concerned with the
4 P’s”.

Jain 2000 “Strategic marketing means looking at the whole of a

company’s portfolio of products and managing the portfolio to
achieve the company’s overall goals”

Bradley 2003 “A marketing strategy consists of an internationally

integrates but externally focused set of choices about the
organization addresses its customers in the context of a competitive
environment.”

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Schnaars 1991 “There is no unified definition upon which

marketers agree. Instead, there are nearly as many definitions of it
as there are uses of the term. Clearly, marketing strategy is a
commonly used term, but no one is really sure what it means.”

Bradley 1991 “The strategic marketing process therefore implies

deciding the marketing strategy based on a set of objectives, target
market segment, positioning and policies.”

Camara 1995”Strategy which defines the general principles for

reaching objectives related to the specific SBU’s and target markets.
It contains the main directives of the marketing expenditure,
marketing actions, and resource allocation in this area. It includes
decisions like: segmentation strategies, positioning, communication,
and the definition of marketing strategies referring to the marketing
plan objectives.”

RESEARCH METHODOLOGY
DEFINATION OF RESEARCH METHODOLOGY
Research refers to any original and systematic investigation
undertaken in order to increase knowledge and to establish facts and
principles. It is an organized and systematic activity and may lead to
new and improved insights, development of new products and
processes. Thus, research is an organized and systematic way of
finding answers’ to questions or finding solutions to problems.
Research is said to be systematic because, it involves the following of
definite set of steps in order to arrive at some conclusion.

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DATA COLLECTION SOURCES

Types of Research
1. Descriptive
It includes surveys and fact finding enquires. Main aim is to describe
the state of affair as it is existing at present. The researches have no
control over variable. They can report what has happened or what is
happening. It is also known as Ex Post Facto.

The collected data should be appropriate and adequate, hence to be

collected by two methods i.e. primary and secondary.

Primary data:-
Primary source of information will be Mr. K Goyal, Sales Manager
Haldiram’s. He gave me insights into various issues such as marketing
mix of Haldiram’s etc. Lot of other people were contacted such as
Haldiram’s distributors, shop keepers etc.

Secondary Data:-
Secondary source if information was internet and various other
articles in magazines, pamphlets etc.

These were some of the sources through which up-to-data and

relevant data was collected. It is one of the best methods to collect
data because of economy in terms of time and money.

Secondary data was collected from text books, journal.

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Project Design
The tool used for data collection in this project Project report is made
on the basis of secondary data.

SAMPLING DESIGN
The secondary data tools used in the project are books and internet.
I refused to various articles and data on internet. The founding’s of
other people were also used to achieve appropriate data. The
secondary data thus collected helped to get refined and reliable
data. This

Sampling procedure refers to the procedure by which the

respondents should be chosen. In order to obtain a representative
sample, convenience-sampling method has been used in this study
without any stratification to obtain a uniform size of respondents.

 Selection of Sample
Sample can ideally be selected as percentage of total
population of respondents to increase the accuracy and
reliability of the sample, Hence, a sample size of 150
respondents was appropriate to keep sample accurate as well
as manageable.
 Sampling Unit
The unit refers to the definitions of the particular person
who is to be survey. In this study the unit is the
respondents, which are operating in.

Sampling Size
The present study was conducted on a sample size of ‘150’

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METHODS OF DATA COLLECTION

PURPOSE OF QUESTIONNAIRE
 They permit respondents time to consider their repose
carefully without interference from, for example, an interview.
 Cost, It is possible to provide questionnaires to large number of
people simultaneously.
 Uniformity, Each responded receives the identical set of
questions. With closed-form questions, response are
standardizes, which can assist in interpreting from large
numbers of respondents.
 Can address a large number of issues and questions of concern
in a relatively efficient way, with the possibility of a high
response rate.
 Often, questionnaires are designed so that answers to
questions are scored and scores summed to obtain an overall
measure of the attitudes and opinions of the respondent.
 They may be mailed to respondents (although this approach
may lower that response rate.)
 They permit anonymity. It is usually argued that anonymity
increases the rate of response and may increase the likelihood
that responses reflect genuinely help opinions.

SWOT ANALYSIS
A. Strenghts
 Haldiram’s has a large product basket for the customers to
choose from. One of the biggest reasons for their namkeen
segment succeeding is the continuous updating of their product
range.

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 Their brand is associated with tradition and quality.

 Their products are known among the mist hygienic products
available in this segment.
 Their packaging is attractive and innovative which makes for
easy discernment of their products on the shelves, is safe and
keeps contents fresh for long.
 Their production processes are semi-automated and by using
state of the art technology they have been able to increase the
shelf life of their products from one week to six months.
 They are the undisputed market leaders in the namkeen
segment.
 Haldiram’s has been able to build its brand today on the basis of
word of mouth publicity, which has actually taken a lot of people
by surprise.
 Approval by FDA-HACCP, ISO 9002 and SPA stand testimony to
the emphasis that Haldiram’s lays on the high quality for its
products.
 Haldiram’s is aggressively trying to capture the international
markets by customizing its products and packaging according to
foreign tastes.
 Though a large percentage of their consumers are middle- aged
customers who are fond of namkeens, yet they are successfully
catering to all age groups and sections of society.
 By launching small packets of their diverse namkeen products,
they have successfully penetrated the rural markets.
 Online selling of their products through indiattimes.com

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B.Weaknesse
 Haldiram’s doesn’t lay emphasis on the need to carry out
market surveys either to know the consumer needs or their
feedback.
 Haldiram’s started advertising its products to late, as it is not a
firm believer in big marketing budgets and lavish promos
because of which they might have lost the initial advantage.
 The Company has no policies on Corporate Social
Responsibility and environmental norms, which may affect
their Goodwill in the long run.
 The Haldiram group consists of the three concerns that are
independent of each other and also there is a lack of
collaboration between the three concerns, which affects the
reputation of the company and is hindrance in its growth.
 The company is not as cash rich as its competitors, which
gives its competitors an edge.
 Company portfolio does not include western snack foods.

C. Opportunities
 Though till now, Haldiram’s Presence in the western snack
foods segment is restricted to potato chips, It has plans to
market convenience food products in the ready-to-eat format,
such as paneer, pulao, dal and vegetables.
 If the company starts associating itself with other brands, it will
help strengthen the brand image and bring in larger profits.
 Haldiram’s doesn’t have any special namkeen for the kinds and
teenagers’ segment which is a huge potential target market.

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 Diversifying the namkeen product line further through

constant innovation.
 Greater scope to increase market share and profit as they have
just started advertising. Opportunity to go into radio
advertising leading rural penetration.
 To cut into the unbranded sector by reducing prices to capture
value conscious customers .
 Having a premium product line to capture high- end
consumers.

D. Threats
 A large number of competitors have started entering this
segment which might erode the market share of Haldiram’s .
For example, companies like Frito Lay’s, ITC, etc, which is cash
rich companies, can actually undercut Haldiram’s profits as
they can afford to reduce their prices .
 As there are three concerns under the Haldiram’s group, the
quality standards differ substantially and any irresponsibility on
the part of any one concern will have a negative on all the
three as they share the same brand name .
 Competitors such as MTR, Tasty Bites and ITC have already
entered the western snack food market and taken the
advantage whereas except for potato chips, Haldiram’s is still
considering this segment .

If Haldiram’s doesn’t realize the importance of aggressive

advertising, its competitors will cut into its market share as they do
advertise on a large scale .

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LIMITATIONS
The following limitations are faced by the researcher during the
study;

 Since sample size is only 50, which is not the true

representative of the study.
 Level of accuracy of the results of research is restricted to the
accuracy level with which the customers have given their answer and the accuracy
level cannot be predicted.
Time constraint is also there.

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CHAPTER II
COMPANY
PROFILE

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A True Celebration of the Indian

Spirit

Hadiram’s is a name that is as Indian as India itself. For over fifty

memorable years, Haldiram’s has dedicatedly served the India
consumer’s palate. Perhaps no other land is this world boasts of such
a vast multitude of people, with not only cultures but also tastes and
styles of living as well , And no other brand but Haldiram’s.
Can boast of finding widespread acceptance with all of them.
The flagship brand, “Haldiram’s Namkeen”, a range of spicy veteran
snacks, has its finger on the pulse of this subcontinent, Not to
mention, the fresh syrups and crushes made from the juiciest fruits .
And a colourful variety of Indian sweets, neatly packed in compact
tins.

Today, the Haldiram’s brand has become a household name across

the length and breadth of the nation. It is a name that people trust
and rely upon . In fact, it wouldn’t be wrong to say that without
Haldiram’s; any celebration in India is incomplete,

Haldiram’s has many ‘First’ to its credit . It was the first company in
India to brand ‘Namkeens’ . The group also pioneered new ways of
packaging namkeens . Its
Packaging techniques increased the shelf life of namkeens from
less than a week to more than six month. It was also one of the
first companies in India to open a restaurant in new Delhi offering
traditional Indian snack food items such as “panipuri”,
“Chatpapri”, and on, which catered to the needs of hygiene
conscious non- resident Indians and other foreign
customers.

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Never Changing yet Ever Changing

Where else in the world can you catch a glimpse of the past and the
future coexisting peacefully? Where else but India!!

In many ways, Haldiram’s reflects this unique phenomenon. In the

plants, in the work culture and indeed in their thinking as well, where
the conventional and the contemporary go hand in hind.

If the Haldiram’s ethos dates back to vintage India, it also signifies

their endeavor to keep pace with the latest technological
development anywhere in world. In fact, Haldiram’s was the first
company to strictly follow international standards of hygiene and
freshness with regular laboratory checks on the raw material and
seasonings , An advanced manufacturing plant, a fully automated
processing unit and high- quality in- house packaging are just a few
other examples of their never-ending passion for product excellence.

The traditional India Sweet- Maker from a very small set up has
formed into a full- fledged processing food industry and is taking
its wares beyond the domestic frontiers to the Western World .

Enjoyed and trusted by a million Indian families in India and overseas

as well, Its salty snacks and scrumptious sweets, meet international
standards of hygiene and freshness.

Every day, in countries across the globe , millions choose Haldiram’s

products and bestow their confidence upon the company. Even as
emerging international markets are further enhancing their export
potential, Haldiram’s priority still remains the same; tickling ,
pampering, delighting and indulging the consumer’s palate the world
over.

Haldiaram’s is successfully exporting its products to USA, UK,

Australia, Middle East & Far East Countries, Germany, Philippines,

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Where is it today?
aldiram’s has 70% the total namkeen market share and is the leader
in the organized sweets market and has picked up in the snack food
market of potato chips with Tak-a Tak. The company enjoys top of
the mind awareness and has a loyal customer base. The company’s
exports are growing at a very positive note and the company on a
daily basis registers a 2-3% growth. Company has bees registering a
15% growth in its total sales every year.

How did it get here?

Haldiram’s reached its strong position in the market through strict
quality and taste control measures made possible by the
international infrastructure facilities made available for production
by a visionary leader Mr. Manohar Aggarwal .It has come a long way
from its initial “halwai- shop” days and is now on the road to
becoming a corporate organization . It was the first snack food
manufacturer to lay such high priority on quality control and
standardization . The company does not believe in getting into the
competitive rat race and is satisfied with its current status in the
industry.

Mission
“ Our consistent quality , best packaging strategy, vast Market
coverage and experience have given us a cutting edge vis-à-vis our
competitors . Our natural inclination to improve our performance
and quality with each passing year has taken us way ahead of our
nearest competitor .

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Awards
Haldiram’s bagged the prestigious “ INTERNATIONAL AWARD FOR
FOOD & BEVERAGES” awaeded by Trade Leaders club in Barcelona ,
Spain in 1994.
The Group has also to its credit “KASHALKAR MEMORAIL
AWARD”presented by all India Food Preservers Association (Regd.)
in 1996 at its Golden jubilee Celebration 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 successful Indian Brand “HALDIRAM’S .

“APEDA EXPORT AWARD 2001-2002”, awarded by Agricultural &

Processed Food Products Export Development Authority for the
outstanding contribution to the promotion of Agricultural &
Processed Food products during the year 2001-2002.

“MERA DELHI AWARD-2004”, for the exemplary contribution in the

field of export.

Certifications
Haldiram’s has the following certifications
 ISO 9002
 HSCCP

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Eleven Brand Definitions

(i) Product
Haldiram’s Products are traditional high-quality Indian sweets,
namkeens and snack food items at a premium yet affordable
price. They were the first in India to use state-of- art technology
for manufacturing traditional Indian snack items thus setting
quality standards and improving the shelf life of the products as

(ii) Brand
When it comes to sweets, namkeens and food items, Haldiram’s is
a name trusted across the Indian sub-continent. It is a name
associated with high quality and traditional taste .

(iii) Brand Name

The brand name Haldiram’s came from the owner’s fore fathers
and one thing is clear, the name has been chosen on a purely
personal basis . What was chosen as a name for the company
decades ago has today revolutionized the way we look at the
ethnic snack food industry .

(iv) Brand Core Values

Halidiram’s brand core values are quality, taste, Variety ,
Traditional and very Indian .

(v) Brand Character

The brand character of Haldiram’s that distinguishes it from its
main competitor FRITO LAYS is its ‘traditional India taste’.

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(vi) Brand Personality

It is not brand alone but the manner in which the brand presents
its characteristics . Haldiram’s depicts the personality of a man,
who is rooted in his tradition out of choice and not compulsion .
He is very Indian in his tastes, Choices and behavior and puts a
high premium on quality as well .

(vii) Brand position

This refers to the consumer’s placement of a company vis-à-vis its
competitors. Haldiram’s has also been as the second fastest
growing FMCG company in India, has 70% of the total market
share in the namkeens category and is posing to be the biggest
threat to the multinational giant FRITO LAYS in the snack food
market. As far as the sweets and namkeens are concerned it is the
undisputed leader in the organized sector.

Its position in the terms of pricing is premium yet affordable . It

enjoy top of the mind recall and awareness in its target audience
but this could very easily be subverted if the company does not
bring place strong branding strategies immediately .

(viii) Brand Positioning

Haldiram’s has uniquely positioned its brand . It has positioned
itself as a premium segment product available to all those who can
afford it . It is in not perceived to be cheap but does offer good
value for money giving high priority to quality and standardization
throughout its out lets ,which are suitably located in posh areas of
the city. Initially the brand catered only to the 35+ category with

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its Positioning statement “Always in good taste” But lately the

company has started to target kids and teenagers as well with a
hinglish baseline “ har zuban pe” .Haldiram’s has also gained an
edge over its competitors by minimizing promotion costs
Haldiram’s once was just another sweet maker but it had moved
into trained brands by improving the quality and packaging .
Through its clever products & brilliant distribution it has moved
into the star category of brands .

When one things of a brand, the first thing that comes to the mind
that remind us of just the brand and not the features attached to it
is considered as the mnemonic for that brand . In Haldiram’s case it
is not available as yet but is under consideration. For the time being
the logo . itself could be taken as the mnemonic for the brand .

(x) Brand Property

It is the memory device, which not only reminds the consumers of
the brand name but also its core values . In case of Haldiram’s the
property would be its red and white stylized logo and its base line
“Every zuban pe” which is reminiscent of the fact that the brands is
an established one with top of the mind recall.

(xi) Brand Equity

In case of Haldiram’s the brand equity is its 70% holding of the
entire market for namkeens, its undisputed leadership in the
sweets category and also top of the mind recall amongst the target
audiences vis-à-vis the competitors in the sweets and namkeen
market achieved through decades of quality and taste control
measures . The taste that Haldiram’s provides through its products
is very Indian and yet it maintains international quality standards .

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CONSUMER BEHAVIOUR ANALYSIS OF

HALDIRAM’S NAMKEENS
Ever since the Indian consumer started showing an interest in the
brands and packaged namkeens , there has been a spurt in the
number of players in this segment Haldiram’s is the undisputed
leader in this segment . But today the consumers have a lot of
options and variety to choose from and so a consumer survey is
imperative to study the buying trends patterns .

 The most favourable choice of namkeens

 Factors influencing buying behavior
 Type of buying behavior
 Brand loyalty
 Substitutability of the product
 Future expectation of the buyers

Customer Value Analysis

Haldiram’s
Haldiram’s being the market leader offers enormous benefits to
its customers, on the basis of the consumer behavior survey, the
highest benefit that Haldiram’s offers is by way of hygiene and
taste. Another big strength of Hsldiram’s , which a factor rated
pretty high by the consumer, was packaging . By providing fresh
and tight packaging Haldiram’s ensures that their consumers can
use it for a longer period of time. Another benefit that Haldiram’s
offers is the immense variety in their product line. In fact, in the
namkeens segment itself Haldiram’s offers about 40+ varieties and
ensures that this benefit stays on by constantly innovating and
coming out with new types of namkeens .

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Types of Competitive strategie

From the information based on the consumer survey, out of 150
people 136 consumed Haldiram’s products . Since 91% of response
indicate consumption of Haldiram’s products , we conclude that
Haldiram’s is the market leader in the namkeens segment . In
consumer survey that we had done, hygiene and taste had come
out as the highest priority factors that influence the buying
behaviours. Haldiram’s adopts the following leader strategies .

Market leader strategies adopted by

Haldiram’s
(i) Increasing the total market share
Being a market leader, one of Haldiram’s strategies has been to
solicit new uses for their products . They have done this by
targeting the NRI’s living abroad and exporting their namkeens
there . This in turn has also helped create awareness about their
product among the non- NRI’s abroad . Its foray into the Foreign
markets has been carefully strategized as in the coustomization of
its products. Apart from this, they have also penetrated packets. All
these new markets have helped consolidate Haldiram’s position as
a market leader.

(ii) Defending Market share:

To protect its position as market leader, Haldiram’s makes use of
two defence Strategies: Position Defence and Mobile defence .

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(i) Position defence

Haldiram’s has built for itself quite a superior brand image, making
it extremely difficult for its competitors to break this image .Thus,
the competitors have to put in extra effort to create a brand much
more superior than Haldiram’s .

(ii) Mobile defence

This involves the leader stretching its domain over new territories
that can serve as future canters for defence and offense. Under
this defence, Haldiram’s follows the ‘Market Broadening’ mobile
defence. The recent establishment of their Nagpur plant shows
that they are now concentrating on the Southern region. Also their
foray into the international market and their deeper penetration
into the rural market with the introduction of their new product
range like syrups , pickles , etc.

(iii) Expanding Market Share

Over the years, Haldiram’s has been diversifying its product line and
entering newer market . This has resulted in considerably
expanding the market share of Haldiram’s thus also substantially
increasing their products .

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Chapter III
DATA
ANALYSIS
AND
INTERPRETA
-TION

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1.What age profile do you belong to?

TABLE 1

AGE GROUP No. of Respondents

25-35 49
36-45 56
46-60 28
Above 60 17

No of Respondents
25-3536-4546-60Above 60

11%

33%
19%

37%

INTERPRETATION
From the above table 32% respondents are belonging to the age
category of 25-35yrs. 37% respondents are belonging to the
category of 36-45. 19% respondents are belonging to the
category

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of 46-60, 12% respondents are belonging to the category of above

60.

2.Do you consume Haldiram’s products?

TABLE-2

Consume Haldiram Products No. of Respondents

Yes 136
No 14

No of Responts

No

Yes

INTERPRETATION
From the above data it is clear that most of the customers (around
91%) of Delhi and NCR have consumed the product of Haldiram. The
rest 9% have not consumed the product of Haldiram. In repose as to

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whether or not they consumed Haldiram’s products, 136 of the 150

answerd in the positive, which translates into almost 91% of the
sample size. This establishes the superiority and awareness of the
product among the people. Also another interesting point observed
was that the three out of fourteen who didn’t consume Haldiram’s
Products weren’t actually averse to Haldiram’s products but dits
consume them because they either didn’t consume namkeens
generally nor had some medical constraints.

What is your brand Preference for namkeens?

TABLE 3

Which One Brand You Prefer No. of Respondents

HALDIRAM 40
LAYS 30
LEHAR 23
BIKANER 33
MTR 18
OTHER 6

Sales
HALDIRAMLAYSLEHARBIKANERMIROTHER

12%
28%

23%

21%
16%

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INTERPRETATION
From the Above data it is cleared that there are many Good
Competitors of Haldiram still surviving amongst all on the Top is the
Strategy of Haldiram. As we can clearly see the most Brand
Preference is given to Haldiram amongst all of its competitors.

4. DO you prefer local Snacks?

TABLE 4

Prefer local Snacks No. of respondents

Yes 112

No 38

No. of respondents

2nd Qtr 25%

Yes 75%

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INTERPRETATION
Another point that came across was that when questioned about the
consumption of other brands, the closest competitions for
Haldiram’s came from Bikaner and Lays. Also only 25% preferred
local snacks when compared to branded snacks which shows that the
branded snacks segment is cutting into the unbranded segment.

5.Since when have you been consuming Haldiram’s

Products?
TABLE 5

Consuming Haldiram since No. of respondents

Less than 6 months 6

6 months- 1yr 14
1yr-3yr 46
More than 3yr 84

No. of respondents

Less than 6 months 6 months- 1yr

1yr-3yr
More than 3yr

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INTERPRETATION
56% of the respondents have been consuming Haldiram’s Namkeens
for over 3 years while 30.67% have been consuming it for between 1-
3 yr. With the arrival of so many competitors on the scene, even a
period of year is long enough to prove brand loyalty which is
established very firmly in this case. Thus the chances of the
substitutability of the halidram’s namkeens by any ither brand seem
to be rather low as there has been no switching of brands by any of
these respondents. Those who have tried it have maintained their
loyalty towards it. This is again re-iterated by the following chart,
which depicts the perceived change in the quality of Haldiram’s
namkeens by the consumer.

6. How would you rate the quality of Haldiram

over the period of use?

TABLE-6

Comparison of quality over No. of respondents

the period of use
Significantly Better 69
Better 46
Neutral 35
Worse 0
Significantly Worse 0

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No. of respondents
Significantly better Better Neutral Worse Significantly Worse

31% 23%

0%
0%

46%

INTERPRETATION

None of the respondents subscribeb to the view that the quality of

Haldiram’s namkeens has got worse. They were either neutral of
found it to be better/ significantly better than before. This might be
one of the reasons for the strong brand loyalty.

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7. What factors motivated you to buy Hsldiram’s

products?
TABLE-7

The Influencer N0. Of respondents

Self 55
Ads 51
Family 26
Relatives 15
Neighbours 0
Friends 3

N0. of respondents

Family Relatives
Ads18% 10%
35% Other Neighbours
0% 0%
Self
37%

INTERPRETATION
On the of the above, it is evident that when it comes to buying
namkeens people tend not to get influenced by others. They rely on
their own sense of judgement to by namkeens. Howeve in some
cases the family members tend to influence the buying patterns of
the buyer. Hence in this case there seems to be a vacuum when it
comes to the role of the ‘Influencer’. Because of this respondent
himself also usually plays the role of the ‘Decider’ .

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8. How you find Haldiram’s price?

TABLE-8

Haldiram’s price N0. Of respondents

Very Low 0
Low 0
Reasonable 93
High 47
Very High 10

no. of respondents
very lowlowReasonableHighvery high

INTERPRETATION
66% 34% 34%

0%
0%

With respect to Haldiram’s it was found that 62% of the respondents

Considered the price to be reasonable. However, 38% also
considered it to be High. This confusion is however solved when
viewed in the light of the following graph that analyses the rating of
various factors .

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9.How would you rate the Haldiram’s namkeens

for their nutritional value?
TABLE-9
Haldiram’s namkeens nutritional No of respondents
Minimal 76
Adequate 47
Healthy 27

No of respondents

Minimal Adequate Healthy

INTERPRETATION
When it comes to then nutritional value of Haldiram’s namkeens,

51% of the respondents felt the nutritional value was minimal while
none of them felt that it was healthy. But despite this the average
consumer still prefers to buy Haldiram’s namkeens there by proving
that the lack of sufficient nutritional value isn’t a deterrent in
purchasing their namkeens.

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10. Do you Haldiram’s gift packages?

TABLE-10
You Buy Haldiram’s gift packages No of Respondents
Yes 82
No 68

no of respondents
1%

no 45%
yes
54%

INTERPRETATION
Haldiram’s attaches a lot of value to its gift packages offered during
the festive season. However, 45.33% of the respondents did’t buy
such packages. This shows that the gift packages being offered don’t
play such an important role on the buying behavior of the consumer.

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CHAPTER IV
Conclusions
And
Recommmen
-dations

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FINDINGS
the survey also sought to know as to what the consumers expect in
the future from Haldiram’s Namkeens and otherwise. Many creative
ideas came out. With regard to Namkeens , people are looking
forward to popeorn, cheese balls, much more variety in the wafers,
banana chips , roasted nuts, etc. Many of the respondents are
seeking low calorie namkeens from Haldiram’s and there is also a
demand for many more varieties in bhujia’s . The minimal nutrition
levels do not seem to be affecting the buying trends of the
consumers right now; but as people are becoming more and more
health conscious, in the future consumers might be looking forward
to low calorie namkeens and snacks from Haldiram’s Apart from the
namkeens segment , the consumer in general are looking forward to
products like masalas , milk and milk related products, ice creams,
etc From Hsldiram’s .

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CONCLUSION
The market is clogged with dominant players such as frito- Lay India,
Pepsico’s snack foodsarm, which has almost brought in a snack-chip
revolution in the country, Haldiram’s and the Delhi-based sanck-
food-retailer Bikanervala Foods Pvt. Ltd. Etc., Even the dairy major
Mother Dairy has presence in the category. With the entry of
companies such as ITC and HUL into this industry, it is getting tough
for companies such as Haldiram’s who till now have not paid
attention to its branding activities.

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 onlu requires a
certain revision in its strategies to be able to do so successfully,
which it already has begun to consider.

There is high awareness level for different Haldiram’s products

amongst the retailer. Market share of Haldiram’s namkeen is more
than double of its competitors.

Haldiram’s is a household name when it comes to snacking and sweets. A

brand that has been around for so many decades has only improvised and
increased its options for people who love to explore various Indian food items.

Their branding activities are very traditional, yet they have made a mark
globally and are always the first name in one’s mind when we talk of ready to
eat food or sweets.

This brand is traditional yet modern as it has kept up with the ever-changing
Indian taste buds and also by entering in the restaurant market of the country.
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One of the best gifting options when it is a special occasion or celebration,

Haldiram’s always keeps up to its taste, packaging and variety which never
disappoints!

Haldiram’s branding has been seen in many movies lately.It was seen
in the movie Prem Ratan Dhan Payo starring Salman Khan and Sonam
Kapoor in the year 2015.

This year too, movies like Noor starring Sonakshi Sinha, Dhadhak
starring Jhanvi Kapoor and Ishaan Kapoor, October starring Varun
Dhawan saw products of Haldiram’s displayed in the movie.

Haldiram’s has its own retail chain stores and a range of restaurants
in Nagpur, Kolkata, Patna, Lucknow, Noida and Delhi.

In contemporary times, Haldiram’s products are exported to several

countries worldwide, including Sri Lanka, United Kingdom, United
States, Canada, United Arab Emirates, Australia, New Zealand, Japan,
Thailand and others.

Most of its retail stores and restaurants are present in Nothern India.
In August 2014, the railway budget presented by Sadanand Gowda
stated that trains should serve better food; since then Haldiram’s has
been catering to Paschim Express which runs between Amritsar and
Mumbai.

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RECOMMEDATIONS

Media Mix
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.
 Company should have make endeavor in this context
like Advertisement.

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BIBLIOGRAPHY
BOOKS REFFERED:
 Kotler, Philip, and Keith Kohn, Cox. Marketing
Management and Strategy: a Reader, Prentice-Hall, 1988.
 Sahadev Sunil, and Tapan K Panda, Sales & Distribution.
 Quinlan, Christina, et al. Business Research Methods. Cengage
Learning EMEA, 2015
 Batra K Satish, and Kazmi, Consumer Behavior
 Marketing Management by Dr. C.B. GUPTA and Dr. N RAJAN
NAIR
 Kothari, C.R. (2004) Research Methodology: methods and
techniques. 2nd Edition, New Age International Publishers, New
Delhi.

NEWSPAPERS:
 The Hindu
 Times of India

Websites:
 www.haldiram.com
 www.bikaji,co.in
 www.Indianfoodindustry.net
 The Hindu(www.hinduonnet.com)
 Times news Network(www.economictimes.indiatimes.com)

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QUESTIONNAIRE
Q01. What age profile do you belong to?

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

Q02. Do you consume Haldiram’s products?

 Yes
 No

Q03. What is your brand preference for namkeens?

 Haldiram
 Lays
 Bikaner
 MTR
 Other

Q04. Do you prefer local snacks?

 Yes
 No

Q05. Since when have you been consuming Haldiram’s products?

 Less than 6 months

 6 month- 1year
 1-3 years
 Greater than 3 years

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Q06. How would you rate the quality of Haldiram over the period of
use?
 Significantly
 Better
 Natural
 Worse
 Significantly worse

Q07. What factors motivated you to buy Haldiram’s products?

 Friends
 Neighbours
 Relatives
 Family
 Ads
 Self

Q08. How would you rate the following factors in order of your
preference?
 Variety
 Food taste and quality
 Hygiene
 Nutritional value
 Price
 packaging

Q09. Which of these factors influence your buying bahaviour of

namkeens?
 Packaging
 Quality
 Price

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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
 Hygience
 Taste

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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