MAHATMA GANDHI SHIKSHAN MANDAL’S

ART’S, SCIENCE AND COMMERCE COLLEGE, CHOPDA

DEPARTMENT OF MANAGEMENT
(NAAC Re-Accredited A+ Grade (3.31)3rd Cycle)

AFFILIATED TO
KAVAYITRI BAHINABAI CHAUDHARI NORTH MAHARASTRA
UNIVERSITY,JALGOAN

A
PROJECT REPORT ON
“MARKETING STRATEGIES AND BRAND
LOYALTY OF HALDIRAM IN INDIA “

Guided by Submitted by
Asst.Miss.Ashwini patil Miss. Birla Harshda Kailas

Submitted To
Kaviyatri Bahinabai ChaudhariNorth Maharashtra
University,Jalgaon.
2023-2024

1
 Mahatma Gandhi Shikshain Mandal’s
Art’s, Science and Commerce College, CHOPDA,
DEPARTMENT of MANAGEMENT

CERTIFICATE

This to certify that project report Entitled “Marketing Strategies And Brand
Loyalty Of Haldiram in India ” Has been completed by Miss. Birla Harshda Kailas.
A student of T.Y BBA SEM-VI partial fulfilment in Bachelor of Business
Administrationin faculty of Commerce and management KBC North Maharashtra
University Jalgaon. Under my guidance and supervision. This is her own work and
the project is fit for submission in partial fulfilment of degree of BBA.

Guided By Head of Department

Asst. prof. Ashwini. M. Patil Asst. Prof. Abhijit Salunke

-------------------------------- -----------------------------

Internal Examiner External Examiner

2
 DECLARATION

I declare that this written submission represents my ideas

in my own words and where other’s ideas or words have
been included, I have adequately cited and referenced the
original sources. I also declare that I have adhered to all
principles of academic honesty and integrity and have not
misrepresented or fabricated or falsified any source in my
submission. I understand that any violation of the above
will be cause for disciplinary action by the institute and
can also evoke penal action from the sources which have
thus not been properly cited or from whom proper
permission has not been taken when needed.

PLACE: CHOPDA Signature of the Student

3
 AKNOWLEDGEMENT

Success of any work depends upon the dedication, sincerity and

hardworking. It also requires some ingredients such as motivation,
guidance, encouragement and time. Wholehearted effort altogether
makes the project useful and meaningful. I express my foremost and
deepest sense of gratitude to my Miss. Ashwini Patil in management
Department, for their continuous guidance and inspiration in the
successful completion of this work. I am also privileged to thank Mr.
Abhijit Salunke, Head of management Department of ASC college
CHOPDA for making the facilities available in department for this work
and his constant encouragement.
I would like to thank all faculty members of Management
Department. I would also like to extend my gratitude, respect and love to
my family and all my friends who never left me alone but always made
me feel spirited and comfortable intellectually and materially to this work

Name :- Miss. Birla Harshda Kailas

4
 TYPES OF CONTAIN

Sr.no. TOPIC Page No.

 Certificate 02
1)  Declaration 03
 Acknowledgment 04

2) Chapter 1
 Introduction 7-12
 Objective of the study 13
 Literature Review 14-17
 Research Methodology 18-19

3) Chapter 2
 Company Profile 21-25

4) Chapter 3
 Data analysis and interpretation 27-31
5) Chapter 4
 Conclusion 33-34
 Recommondation 35
6)  Biblography 36

7)  Appendix 37-40

5
CHAPTER NO. 1

INTRODUCTION

6
 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 report analyses
Haldiram marketing Strategies and in the end suggestions and
recommendations are given based on that analysis.

A marketing 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 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 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 offen to keep marketing in line with a
company's overarching mission statement.

7
 Concept of Marketing Strategies

A marketing 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 centred 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 set of 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 the low-cost product or
service."
A 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.
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 then 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.

8
 Product

Haldiram's offers a wide range of products to its customers. The

product range includes namkeens, sweets 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 materials used to
prepare namkeens are of 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 of people 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 that is flooded with a variety of smack

items in different shapes, sizes & flavours. It has also recently launched
biscuits & cookies.

9
Table on the following page shows the list of Haldiram's products

Table: Product List

Namkeens

200Gms 400Gms
 Plain bhujia  plain bhujia
 Bhujia  bhhujia
 Karanchy mixture  navrattan
 Navrattan  khatta meetha
 Nut crackers  masala moong dal
 Khatta meetha  moong dal
 Bombay mixture  nut cracker
 Chana dal  dal biji
 Masala moong dal  all in one
 Moong dal  aloo bhujia
 Boondi plain  chana jor garam
 Boondi masala  Kashmiri mixture
 Dal biji  Hara chiwda
 Ghatia  Corn flakes mixture
 Kabli chana  Kaju mixture
 Bhavnagri sev  panchrattan
 Aloo masala
 mathri

10
75Gms 30Gms
 bhujia  nut crackers
 navrattan  peanut salted
 khatta meetha  aloo bhujia
 moong dal  bhujia
 nut crackers  navrattan
 aloo bhhujia  moong dal
 boondi plain  khatta meetha
 boondi masala  nimbu masala
 nimbu masala
 peanut masala 65Gms
 masala moong dal
 Kashmiri mixture
 Cornflakes mixture
 Kaju mixture

Pickels Chips

 Mango pickels (400/100Gms)  Classic salted (400/100Gms)

 Lime pickels (400/100Gms)  Pudina (400/100Gms)
 Chilli pickels (400/100Gms)  Peprica(400/100Gms)
 Mix pickels (400/100Gms)  Mast masala (400/100Gms)

11
 Sweets Syrup
 Rasgulla (1kg tin pack)  Rose syrup
 Jamphal (1kg tin pack)  Khus syrup
 Cham cham (1kg tin pack)  Orange crush
 Kesar rasbhari (1kg tin pack)  Pineapple crush
 Kalam petha(1kg tin pack)  Lemon crush
 Kesar gander(1kg tin pack)  Mango crush
 Raj bhog(1kg tin pack)  Kala khatta
 Dry petha  Badam kesaria
 Karachi halwa (250/500 Gms)  Thandai kesaria
 Soan papdi (250/500 Gms)
 Soan cake (250/500 Gms)

Perishable sweets Can packs

 Moti choor  Bombay mixture
ladoo/boondichoorladoo  Aloo bhujia
 Plain burfee  Cornflakes mixture
 Dhoda burfee  Panchrattan
 Moong dal burfee  Khatta meetha
 Besan ladoo
 Atta ladoo Ready to eat food
 Pinni
 Kaju gunjia  Panipuri (340 Gms)
 Anjeer burfee  Bhelpuri (160/320 Gms)
 Mix sweets
 Mix sweets 750Gms
Gift packs cookies

 Namkeen nazrana  Jeera cookies (75/300Gms)

 Sweet spicy  Atta cookies (75/300Gms)
 Meetha chatpata  Ajwan cookies (75/300Gms)
 Thoda sa meetha thoda sa namkeen  Coconut cookies (75/300Gms)
 Meethe meethe pal  Kaju pista cookies (75/300Gms)

12
 OBJECTIVES OF THE STUDY

 To study the marketing strategies and brand loyalty of Haldiram's

 To study the marketing mix of Haldiram's .

 To study the Haldiram's as a brand and define various brand

attributes related to 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 analyse Haldiram's competitor and compare their strategies and

come up with recommend ations for any problem being faced by it.

13
 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 analysing 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-markets 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 terms of how

the marketing
objective is to be achieved, eg 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 marketing is to lead the firm

towards attractive economic opportunities, that is, opportunities
14
that are adapted to its resources and know-how and offer a
potential for growth and profitability".

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 point in developing a marketing
strategy"

Hamper & Bough 1990 "Although definitions for the term vary, we
define marketing strategy as a 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 "ahhough 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
analysis and possible evolution of the markets and the environment,
with the goal of detecting opportunities which 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

15
achieve a profitable growth in sales at a marketing mix level ..... "A
marketing strategy may be defined as a plan (usually long term)

to achieve the organization's objectives as

Follows. "

a) By specifying what resources should be allocated to marketing?

b) By specifying how these resources should be used to take

advantage of 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, ie, so as
to maximize customer satisfaction and the organizations profits or
sales revenue. (Or whatever its objectives are!) at the same time".

McDonald 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 PS"

16
Jain 2000 "Strategic marketing means looking at the whole of a
company's portfolio of products and markets, and managing the
portfolio to achieve the company's overall goals"

Bradley 2003 "A marketing strategy consists of an internationally

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

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 segments, 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 include
decision of marketing strategies referring to themarketing plan. It is
one of the section which integrate the marketing plan and its own
objective is to present an action plan which will be utilized to reach
the marketing plan objective.

17
 METHODODLOGY
Methodology includes the overall research procedures, which
are followed in the research study. This includes Research
design, the sampling procedures, and the collection method
and analysis procedures.

Research Objective

Objective of the report is to learn the facets of marketing and

do the monitoring and counter selling for Haldiram PVT. LTD.
Along with I will also work in the following areas :-

 Market visit for retail shops

 Research on “customer satification”
 Sales and distribution
 Promotional strategy

18
 SAMPLING DESIGN

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’
19
CHAPTER NO. 2

COMPANY PROFILE

20
 A True Celebration of the Indian Spirit

Haldiram's is a name that is as Indian as India itself. For over fifty

memorable years, Haldiram's has dedicatedly served the Indian
consumer's palate. Perhaps no other land in this world boasts of such a
vast multitude of people, with not only different 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 "firsts" 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 months. 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 so
on, which catered to the needs of hygiene conscious non-resident Indians
and other foreign customers.

21
 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 hand.
If the Haldiram's ethos dates back to vintage India, it also signifies their
endeavour 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 Indian Sweet-Maker from a very small set up has
transformed 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. Haldiram's delightful delicacies
tempt the people all over the world to share this exotic Indian treat. Their
product ranges from Tasty and Nutritious Namkeens, Delicious Sweets,
Refreshing Syrups, Crunchy Papads to the snack food items such as Tak-a-
Tak. Haldiram's is successfully exporting its products to USA, UK,
Australia, Middle East & Far East Countries, Germany, Philippines, New
Zealand, Nepal, Sri Lanka, UAE,

22
The Legacy
Haldiram's is a name traditionally associated with quality and taste in
sweets and namkeens for the past six decades in India and abroad. It
made its modest start way back in 1941 in Bikaner, Rajasthan as a family
run business and even today is privately owned by the Aggarwal family
with Mr. Manohar Aggarwal as the CEO of the North India region.

The brand name "HALDIRAM BHUJIAWALA was introduced during pre-

partition era, which is 1941, and has never looked back ever since. It
ventured into the retail industry by opening up a shop in 1983 in Chandni
Chowk, which was then the commercial hub of Delhi. The prime focus
was to serve sweets and namkeens to the direct consumers and traders.

The group comprises of three companies - HMCL, Haldiram Foods

International Ltd. (Nagpur) and Haldiram Bhujiawala Ltd., Kolkata, which
share only the brand name. They have different operational areas, with
HMCL catering to the northern region. Haldiram Foods caters to the
western and southern markets and Haldiram Bhujiawala to the eastern
part.

Encouraged by the tremendous response towards its products from

everyone, Haldiram's decided to go in for up-gradation of technology,
packing and production. This was made possible by the installation of
modern, sophisticated and state-of-the- art technology, plants and
machinery. Through hard work, uncompromising quality and dedicated
service, Haldiram's became a part of every Indian family and there

23
existed no such house that did not know of the brand or its products,
which include not just sweets and namkeens but syrups and snacks as
well. Extensive branding activities in the past decade are bearing fruits
now, as the company is the undisputed market leader in the namkeen
segment of the snack food industry.

Even though it has come a long way from its original "halwai shop" days,
the company is still trying hard to change its traditional image and
modernize it to suit a new target audience. With the kind of
infrastructure, the company has, it is already giving the more established
international brands a run for their money.

24
Awards
Haldiram's bagged the prestigious "INTERNATIONAL AWARD FOR FOOD
& BEVERAGES' awarded 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".

“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 quality certifications:
 ISO 9002
 HACCP

25
CHAPTER NO.3
DATA ANALYSIS
AND
INTERPRETATION

26
 1. What age profile do you belong to?

TABLE 1
Age Group No. of Respondent

25-35 49

36-45 56

46-60 28

Above 60 17

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

27
 2. Do you consume Haldiram's products?

TABLE 2
Consume Haldiram products No. of Respondent

Yes 136

No 14

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 response as to
whether or not they consumed Haldiram's products, 136 of the 150
answered inthe 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 did not consume them because they
either didn't consume namkeens generally or had some medical
constraints.

28
 3. 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

INTERPRETATION

From the Above data it is cleared that there are many Good Competitor
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.

29
 4. Do you prefer local snacks?

TABLE 4
Prefer local snacks No. of respondents

Yes 112

No 38

INTERPRETATION

Another point that came across was that when questioned about
the consumption of other brands, the closest competition 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.

30
 5. Since when have you been consuming Haldiram's Products?

TABLE 5
Consuming Haldiram since No. of respondents

Less than 6months 6

6 monts-lyr 14

1yr-3yr 46

More than 3yr 84

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 years. 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 Haldiram's namkeens by any
other 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 iamkeens by the consumer.

31
CHAPTER NO. 4

CONCLUSIONS
AND
RECOMMENDATIONS

32
 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 popcorn, 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
consumers in general are looking forward to products like
masalas, milk and milk related products, ice creams, etc... from
Haldiram's.

33
 CONCLUSION
The market is clogged with dominant players such as Frito-Lay
India, PepsiCo's snack foods arm, which has almost brought in a
snack-chip revolution in the country. Haldiram's and the Delhi-
based snack-food-retailer Bikanervala Foods Pvt. Ltd. etc. Even
the dairy major Mother Dairy has a 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 serious 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 only
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.

34
 RECOMMENDATIONS

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 centre 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 endeavour in this context like
Advertisement.

35
 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 Behaviour
 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.Indianfoodindustry.net
 www.haldirams.com
 www.haldiramsusa.com
 www.bikaji.com
 www.google.co.in

36
APPENDIX

37
 QUESTIONNAIRE
Q1. What age profile do you belong to?
 15-20
 21-24
 31-40
 41-50
 More than 50
Q2. Do you consume Haldiram's products?
 Yes
 No
Q3. What is your brand preference for namkeens?
 Haldiram
 Lays
 Leharthe
 Bikaner
 MTR
 Others
Q4. Do you prefer local snacks?
 Yes
 No
Q5. Since when have you been consuming Haldiram's Products?
 Less than 6 months
 6 month - 1 year
 1-3 years
 Greater than 3 years

38
Q6. How would you rate the quality of Haldiram over the period of use?
 Significantly
 Better
 Better
 Natural
 Worse
 Significantly worse
Q7. What factors motivated you to buy Haldiram's products?
 Friends
 Neighbours
 Relatives
 Family
 Ads
 Self
Q8. Which of these factors influence your buying bahaviour of namkeens?
 Packaging
 Quality
 Price
Q9. How would you rate the following factors in order of your preference?
 Food taste and quality
 Hygiene
 Variety
 Nutritional value
 Price
 Packaging

39
Q10. How you find Haldiram's price?
 High
 Very high
 Very low
 Low
 Reasonable
Q11. Would you buy Haldiram's products for their
 Packaging
 Variety
 Price
 Quality
 Hygiene
 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

40