Project Report On “Marketing Strategies and Brand Loyalty of Haldiram in India” Report submitted in partial fulfilment of the requirement For the award of the degree of BBA Batch (2018-21) Submited By: JANVHISAHNE BBA Semester V Under the Guidance of: MS. MUKTA KATYAL, DSPSR ee Delhi Schoo! of Professional Studies and Research (Affiliated to Guru Gobind Singh Indraprastha University, New Delhi) Page 1 of 70DECLARATION I take this opportunity to express my profound gratitude and deep regards to my guide (MS. MUKTA KATYAL) for her exemplary guidance, monitoring and constant encouragement throughout the course of this project. The blessing, help and guidance given by her time to time shall carry me a long way in the journey of life on which I am about embark. Last but not least, my sincere thanks to my parents and friends for their wholehearted support and encouragement. Talso hereby declare that the project work entitled “MARKETING STRATEGIES AND BRAND LOYALTY OF HALDIRAM IN INDIA” under the guidance of "MS. MUKTA KATYAL” is my original work and it has not been submitted earlier in any other university or institution. JANVHI SAHNI BBA 5A Page 2 of 70Certificate This is to certify that the Summer Training project titled “(MARKETING STRATEGIES AND BRAND LOYALTY OF HALDIRAM IN INDIA)” is an academic work done by MS. JANVHI SAHNI submitted in the partial fulfilment of the requirements for the award of degree of Bachelor of Business Administration at Delhi School of Professional Studies and Research, New Delhi under my guidance and direction. JANVHI SAHNI has given an undertaking that the information presented: in the project has not been submitted earlier. MS. MUKTA KATYAL ASSISTANT PROFESSOR Page 3 of 70HALDIRAM’S SNACKS PVT. LTD @ diram.co1 ees C- 31, Seetor -62, NOIDA, U.P, NOIDA — 201301 RG ‘ssi saves ie weit con Website: www.haldirams.com 7 August 2020 TO WHOM IT MAY CONCERN This is to certify that MS. JANVHI SAHNI, D/O- MR. Praveen Sahni, a student of BBA(G), DELHI SCHOOL OF PROFESSIONAL STUDIES AND RESEARCH, GGSIP University, New Delhi, has successfully completed her summer internship as BRANDING EXECUTIVE from 20" Jume 2020 to 21" July 2020 During the period of her internship program with us, she was found punctual, hardworking and inquisitive. We wish her every suecess in his life yee Hamant Kumar Deputy General Manager- HR Haldiram’s Snacks Pvt. Ltd. Page 4 of 70TABLE OF CONTENTS Particulars Page Number Declaration Certificate Summer Training Certificate Chapter 1 Introduction Objective of the study Literature Review Research Methodology Limitations of the study CHAPTER TL Company Profile CHAPER Analysis and Interpretation of Dat Chapter IV Conclusions and Recommendations Bibliography ‘Appendix Page of 70Chapter I INTRODUCTION Page 6 of 70INTRODUCTION TO THE TOPIC This report provides a detailed analysis about the company, The topic undertaken is “Marketing Strategies and Brand Loyalty of Haldiram im India, It describes about the marketing strategies of Haldiram and the various steps that are required 10 incredse their sales, This report provides as in-depth analysis of Haldiram, Thereafter, the report anatyses. 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 aan 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 ofien to keep marketing in line with a company’s overarching mission statement Concept of Marketing It is a philosophy of marketing that entails the wants and needs ofa particular market. Through 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. Page 7 of 70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 satisfiction is the main goal. ‘A marketing strategy is most effective when it is am integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arcna. 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 stttract 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 (o fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. A marketing strategy offen 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 tacties that then become strategy goals for the next level or group. Each one group is expected to take that stratezy goal and develop a set of tactics to achieve that goal. This is why it is important to make cach strategy goal measurable, Page 8 of 70Concept of Marketing Mix Marketing Mix is a combination of marketing tools thal a company uses to satisfy their target customers and achieving organizational goals. MeCarthy classified all these marketing tools under four broad categories: These four elements are the basic components of a marketing plan ard are collectively called 4 P's of marketing. 4 P's pertain more to physical products than services, Below is an illustration for marketing mix. ‘The important thing to note is that all these four P's (variable) are controllable, subject to internal and external constraints of marketing environment. Marketers, using different blends of these variables, can target different group of customers having different needs. So, acustomer may call marketing mix “ihe offering”. 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 paris of India, It lauriched 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, Haldiran’s launched ‘bhelpuri? keeping in mind customers residing in western India. The company offered certain produets such as *Nazarana’, “Panchratan’ and ‘Premium? only during the festival season in gifl packs. These measures have helped Haldiram’s Page 9 of 70compete effectively in a market that is flooded with a variety of snack items in different shapes, sizes &flavours. It has also recently launched biscuits & cookies, ‘Table on the following page shows the list of Haldiram’s products Table: Product List Namkeens, 200. Gms 400 Gms + Plain Bhujia + Plain Bhhajia + Bhujia + Bhhujia + Karanchy Mixture + Navrattan ‘Navrattan KhattaMeetha ‘Nut Cracker Masala Moong Dal KhattaMeetha Moong Dal ‘Bombay Mixture Nut Cracker Chana Dal Dal Biji ‘MasalaMoong Dal Allin One ‘Moong Dal ‘Aloo Bhhujia ‘Bondi Masala ‘Chana Jor Garam ‘Bondi Plain Kashmiri Mixture Dal Biji Hara Chiwda Ghatia ‘Comflakes Mixture Kabli Chana Kaj Mixture BhavnagriSev Panchrattan Aloo Masala Mathri 75 Gms Page 10 of 70Samosa Bhelpuri All in One Aloo Bhh ‘Nimbu Masala Long Sev MethiSew Peanut Salted ‘Peanut Masala Chana Jor Garam, Bombay Chana Kashmiri Mixture Comflakes Mixture ‘Hara Chiwda Mixture Mint Lachha Chilli ChatakLaehha Kaju Mixture Panchrattan ‘Shahi Mixture Bhujia ‘Nayrattan KhattaMectha Moong Dal Nut Cracker Aloo Bhhujia Boondi Plain Boondi Masala Nimbu Masala Peanut Salted Masala Moong Dal Peanut Salted Aloo Bhuj Bhujia Navratian. Moong Dal KhattaMeetha Nimbu Masala, 65 Gens + Kahmici Mixture + Comflakes Mixture Page 11 of 70‘Sweets Syrups (700 ML) ‘Rasgulla (1 Kg Tin Pack) Jampbal (1 Kg Tin Pack) ‘Cham Cham (1 Kg Tin Pack} Kesar Rasbhari (1 Kg Tin Pack) ‘Kalam Petha (1 Kg Tin Pack) ‘KeasarGanderi (1 Kg Tin Pa ‘Raj Bhog (1 Kg Tin Pack) Dry Petha ‘Karachi Halwa (250/500 Gms) ‘SoanPapdi (250/500/1000 Gms) Soan Cake (250/500 Gms) Rose Syrup Khus Syrup Orange Crush Pineapple Crush Lemon Crush Mango Crush Kala Khatta BadamK esaria ‘Thandaik esaria Perishable Sweets Can Packs Mott ‘Choorl adoo/BoondiChoarLadoo Plain Burfee DhodaBurfee ‘Moong Dal Burfee ‘BesanLadoo Atta Lado Pinni Bombay Mixture Aloo Bhujia Cornflakes Mixture Panchrattan KhattaMeetha Cookies KajuGunjia AnjecrBurfee Mix Sweets Mix Sweets 750 Gms Gift Packs ‘Namkeen Nazrana Sweet Spicy Jeera Cookies (757/300 Gms) Atta Cookies (75/300 Gms) Ajwain Cookies (75/300 Gms) Coconut Cookies (75/300 Gris) Butter Badam Cookies (75/300 Gis) KajuPista Cookies (75/300 Gris) Choco Chip Cookies (75/300 Gms) ‘MeethaChatpata ‘Thoda Sa MecthaThoda Sa Namkeen Ready to Eat Food, ‘MectheMecthe Pal ‘Double Mazaa Panipuri (340 Gms) Bhelpuri (160/320 Gms) Page 12 of 70Pickles Chips “Mango Pickle (40071000 Gis) Classic Salted (40071000 Gms) + Lime’ Pickle (400/1000 Gms) Pudina (4400/1000 Gms) * Chilli Pickle (400/1000 Gms) Peprica (40/1000 Grns) + Mix Pickte (400/1000 Gms) Mast Masala (400/100 Gms) Price Halditams offers its products at competitive prices 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 30 grams, 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 namkeens 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 ifadditional taxes are imposed Place ‘The Haldiram’s produets are distributed all over the country and outside country also. Haldiram’s is successfully exporting its products to USA, UK, Australia, Middle East & Far ast Countries, Germany, Philippines, New Zealand, Nepal, Sri Lanka, UAE, France, Spain, Italy, Holland, Japan, ete., Haldiram’s is an ISO and HACCP Certified Company and is 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 it, the company’s finished goods are passed on to the carrying & forward (C&P) agent. CAF agents pass on the products to distributors, who ship them to retail outlets, While the Delhi unit of Haldiram’s has 25 C&P agents and 700 distributors in India, the Nagpur unit has 25 C&F agents and 375 distributors. Haldiram’s also has 35 sole Page 13 of 70distributors in the international market. The Delhi and Nagpur units together cater to 0.6 million retail outlets in India, + C&P agents receive » commission of around 5% while distributors eam 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. Retailers earn more margins ranging from 25% to 30% by selling 30gms pouches (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 parlours. 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. Page 14 of 70A. Distribution Channel Structure Haldiram’s Organization Distributor RetailerWithin Delhi Haldiram’s Organization Distributor Retailer Consumers Page 16 of 70B, Functions Performed by the Channel Member + The main functions of different channel members are to supply goods, to achieve targets 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 Nankeens and other packed produets which is nearly Rs.250 crore yearly. + The sale of other goods including the sales ofits entire outlet is around Rs. 150 crore, C. Selection of Channel members Channels members are selected if the following facilities are availab! Warehouse Facilities Experience sale persons. ‘Van, truck, three-wheelers for transportation. Registered office, Proper computer facility for maintaining accounts, Financially strong Page 17 of 70D. Order processing + Sales persons of C&P 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 cotporate 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 Dethi (like Mecrut) are dk hours. + Orders outside Dethi are delivered according to the distance, It takes from 24 hours to 72 hours. + Every distributor and C&P agent have a fixed day in a week to give an order. + Haldiram’s has its own warehouse, which is managed by its own staff. Physical movement of the goods The order of Haldiram's is delivered by truck. Haldiram’'s pays the expenses for transportation of the goods, Page 18 of 70Promotion Haldiram’s product promotion had been low 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 designed 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?2" 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 com hai’ (this is com), ‘chota samosa — big mazaa’ (small samosa- big entertainment) ‘yehkashmiri mix khoobjamega’ and ‘oozing with taste’ (froRasgoolas) promoted individual prochucts + Special brochures are designed for those customers who want to know more about Huildiram’s products. The brochures describe the products and give information about the ingredients used to mtake those products. Mailers are also sent to loyal customers and important corporate clients as a token of appreciation for their patronage, + Packaging is an important aspect of Haldiram’s product promotion, Since namkeens are impulse purchase items, attractive packaging in different colours influences purchiases. Haldiram’s uses the latest technology (food items were packed in nitrogen filled pouches) to inerease the shelf life of its produets. While the normal shelf life of f similar product is under a week, the shelf fife Haldiran’s product is about six Page 19 of 70months. The company projects 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 Haliram’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 ‘Chinese 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 diversified into the restaurant business to eash on its. brand image. The company has established 6 restaurants overall in India, The restaurant at Nagpur devised an innovative strategy to increase its business, It facilitated people who Were traveling by train to order food fiom places where stockists of Haldiram’s, Nagpur unit were focated. The customer could order for unchidinner by sending a demand draft or a cheque to the Nagpur unit oF giving the same to specified local distributors belonging to the Nagpur unit, Along with the DD/Cheque, customers had to provide information such as the same name of the train, its likely time of arrival at Nagpur, their names and coach and seat numbers. + 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 hygienie manner, Haldiram’s restaurant uses specially purified water to make snack foods including ‘panipuri’ & *chat paapri’. Page 20 of 70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 aswell with extremely vibrant use of colour. Its advertisements earlier had a mature approach with the base line “Always in goad taste”, bul of late duc 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 | crore - siill a far ery 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, A) Visual Haldiram’s typography contains a very stylized and sophisticated font style, which conveys the image and the personality of the brand. The layout is picture heavy with extensive use of colour so as to mike the advertisement attractive and tempting, whieh is trme 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 advertisements are not attitudinal in nature but are rather formal and mature. This trend is steadily converting into a more informal, relaxed and *hi siyle. Page 21 of 70The food industry in India is forever changing to suit their consumers’ 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. 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 recommendations for any problem being faced by it. Page 22 of 70LITERATURE REVIEW A literature review is a text written by someone to consider the eritical 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, 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 marketing is to lead the fir towards att economic opportunities, that is, opportunities 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”. Page 23 of 70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 “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 analysis and possible evolution of the markets and the environment, with the goal of detecting opportunities which can establish objectives”. Kotler £997 “the selection of target markets, the marketing mix and the marketing expenditure levels” ...... “The marketing strategy is the way in whieh the marketing function organizes its activities to achieve a profitable growth in sales at a marketing mix level” “A marketing strategy may be defined as a plan (usually long term) to uchieve 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 satis 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 of sales revenue. (Or whatever its abjectives are!) at the same time”. Page 24 of 70MeDonald 1999the term “‘maiketing strategy” reflects the company's best opinion ‘510 how it can most profitably apply its skills:and resources to the marketplace. It is inevitable broad in seope. Marketing sirategics are the means by which a company achieves its marketing objectives and are usually concerned with the 4 P’ Jain 2000 “Strategic marketing means looking at the whole of a company's portfolio of products and markets, and managing the portfalio 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 enviroment.” 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 includes decisions like: segmentation strategies, positioning, communication. The definition of marketing strategies referring to the marketing plan: it is one of the sections which integrate the marketing plan and its own objective is to present an action plan which will be utilized to reach the marketing plan objectives.” Page 25 of 70RESEARCH METHODOLOGY DEFINATION OF RESEARCH METHODOLOGY Research refers to any original and systematic investigation undertaken in. order to inerease knowledge and to establish facts and principles. It is an organized and systematic activity and may lead to new and iniproved insighis, development of new products and processes. Thus, research is an organized and systematic way of finding answers to questions oF 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 conelusion, 1, Deseriptive It includes surveys and fuet finding enquires, Main aim is to describe the state of affair as it is existing at present. The researchers have no control over variable. They can report what has happened or what is happening. It is also known as Ex Post Facto. Page 26 of 70DATA COLLECTION SOURCES ‘The collected data should be appropriate and adequate, hence to be collected by two methods i.e, primary anu secondary. Primary data: - Primary souree 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 of information was internet and various other articles in magazines, pamphitets ete. ‘These were some of the sources through which up-to-date 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, Tools analysis Observation and descriptive survey methods used to collect the data about the features, expectations, satisfaction, problems ete. the customers. Project Design ‘The too! used for data collection in this project is SECONDARY DATA: ‘The secondary data tools used in the project are books and intemet, I refiised to variaus 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 Project report is made on the basis of secondary data. Page 27 of 70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 ona sample Page 28 of 70METHODS OF DATA COLLECTION PURPOSE OF QUESTIONNAIRE ‘They permit respondents time to consider their responses carefully without interference from, for example, an interviewer. Cost, It is possible to provide questionnaires to large numbers of people simultaneously: Uniformity. Each respondent receives the identical set of questions. With closed-form questions, responses are standardised, which ean assist in interpreting from large numbers of respondents ‘Can auldress a large number of issues and questions of concem in a relatively efficient way, with the possibility ofa high response rate Often, questionnaires are designed so that answers to questions are scored and scores summed to obiain an overall measure of the attitudes and opinions of the respondent. ‘They may be mailed to respondents (although this approach may lower the response rate). ‘They permit anonymity. It is usually argued that anonymity increases the rate ‘of response and may increase thé likelihood that responses reflect genuinely held opinions, Page 29 of 70SWOT ANALYSIS A. Strengths Haldiram’s has a large product basket for the customers to choose from. One of the biggest reasons for their mamkeen segment succeeding is the continuous updating of their product range. Their brand is associated with tradition and quality Their products are known among the most 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 produets from ‘one week to six months. They are the undisputed market leaders in the namkeen segment, Halliram’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 te 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 namkvens, yet they are successfully catering to all age groups and sections of society. By launching small packets of their diverse namkeen products, they have sticcessfully penetrated the rural markets. ‘Online selling of their products through indiatimes.com Page 30 of 70B, Weaknesses Haldiram’s doesn’t lay emphasis on the need (0 carry out market surveys either to know the consumer needs ar their feedback. Haldiram’s started advertising its products too 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 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 a hindranc growth. ‘The company is not as cash righ as its competitors, which gives its competitors an edge. ‘Company portfolio does not include western snack foods 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-cat 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 aamkeen for the kids and teenagers’ segment, whieh is a huge potential target market. Diversifying the nanikeen product line further through constant innovation, Greater scope Ww increase market share and profits as they have just started advertising, Opportunity to go into radio advertising leading to greater rural penetration. Page 31 of 70+ 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, ete, whieh is cash rich companies, can actually undercut Haldiram’s profits as they can afford to reduce their prives. * 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 impact on all the three as they share the same brand name. + Competitors such as MTR, Tasty Bites and ITC have already entered the western shack food market and taken the initial dd vantage whereas except for potato chips, Haldiram’s is still considering entering 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 Page 32 0f 70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 answers and the accuracy level cannot be predicted. Time constraint is also there. Page 33 of 70CHAPTER II COMPANY PROFILE Page 24 of 70A True Celebration of the Indian Spirit Haldiram’s is a name that is as Indian as India itself, For over fifty memorable years, Haldiramn’s has dedicatedly served the Indian consumer's palate. Perhaps no other land in this world boasts of such a vast rmultitude 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 woukln't be wrong to say that without Haldiram’s; any cclebration in India is incomplete. ‘Haldiram’s has many ‘firsts’ to its credit, It was the first company in India to brand ‘namkcens’. 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”, “ehatpapri’, and so on, which catered to the needs of hygiene conscious non-resident Indians and other foreign customers, Page aS of 70Never Changing yet Ever Changing Where else in the world can you catch a glimpse of the past and the future coexisting Peacefitlly? 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. Ifthe 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 strietly follow international standards of hygiene and freshness with regular laboratory checks on the raw material and seasonings. An advanced manufacturing plant, a fully automuted 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 wel 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 produet ranges from Tasty and Nutritious Namkeens, Delicious Sweets, Refreshing Syrups, Crunchy Papads to the snack food items such as Tak-a-Tak, Every day, in countries across the globe, millions choose Haldiram's products and bestow their confidence upon the company, Even as emerging international markets fare further enhancing their export potential, Haldirain’s priority still remains the same: tickling, pampering, delighting and indulging the consumer's palate the world over. Haldiram’s is successfully exporting its products to USA, UK, Australia, Middle East & Far East Countries, Germany, Philippines, New Zealand, Nepal, Sri Lanka, UAE, Page 36 of 70France, Spain, Italy, Netherlands, Japan, ete. ‘They are an ISO and HACCP Certified Company and which are also approved by the FDA, USA, 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 BHUJLAWALA’ 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 Lid. (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 Hlaldiram Bhujiawata to the casters part. Encouraged by the tremendous response towards its products from everyone, Haldiram’s decided to go in for up- gradation of technology, packing and. praduction. This was made possible by the installation of modem, 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 existed no such house that did not know of the brand or its products, whieh inelude not just sweets and namkeens bul 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 “hafwa? shop” days, the company is still trying hard to change its traditional image and modemize 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, Page 37 of 70Where is it today? Haldiram’s has 70% of the total namkeen market share and is the leader in the organized sweets market and has picked up in the snack food market of potate chips with Takea-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, The company has been 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 ficilities made available for production by a visionary leader Mr. Manohar Aggarwal. It has come a long way from its initial “kalwai-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 taste standardization, The company does not believe getting imo the competitive rat race and is satisfied with ils current status in the industry, Mission “Our consistent quality, best packaging strategy, vast market coverage and experience have given us a cutting edge vis-a-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. The people at Haldiram’s are very friendly and sensitive towards the complaints from: consumers and traders, which in fact are a rare occurrence”. Page 38 of 70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 product ‘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 DELUL AWARD — 20047 for the exemplary contribution in the field of export. Certifications Haldiram’s has the following quality cettifications: + 180.9002 + HACCP Page 39 of 70Exports Haldiram’s Group had foreseen the growth potential in the fast food industry, whieh ‘was growing by leaps and bounds, ‘Namkeeris’ was one of the afeas which was most sought after and the company, without lagging behind, had set up the most modem plant adjacent ta the outlet at Main Mathura Road exclusively for the manufacture of “Namkeens*. This plant was set up in the year 1997 under the stewardship of Mr. Pankaj Aggarwal, 1 young, dynamic entrepreneur with a flair for modern techniques of management, leadership, open vision and result orientation. Under the leadership of Mr. Pankaj Aggarwal, who is currently also the Managing Director of Halditam's Group, the packaging, quality and competitive pricing strategies of the company have become the hall mark of Haldiram’s Namkeen and with the installation of state-of the-art manufacturing equipment from the U.S.A, the company has also started ‘manufacturing potato products and has been able to inerease its market share amongst stiff competition from multinational giants such as Frito Lays. Needless to say, the company is exporting its products to various parts of the World viz. U.S.A., Canada, U.K., Europe, Middle East, Far East, Moscow, Australia, New Zealand, Sri Lanka, Nepal, Japan, Thailand, ete. and is on the threshold of penetrating others parts of the world, thanks to the widespread Indian community in various parts of the world. It is encouraging to note that the group is receiving positive enquires from prospeetive clients aboard and is quite confident to fully meet their demand with positive attitude, personalized service and quality products. Continuous efforts are being initiated to make sure that Haldiram’s reaches the untapped markets aboard and ears valuable foreign exchange for the country. Haldiram’s competes on the basis of numerous factors including brand recognition due to distinct packaging, product quality, traditional taste and authentic Indian flavour. The company’s timely introduction of new products and line extension has played a major patt in the buying behaviour of consumers as well, Page 40 of 70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-the-art technology for manufacturing traditional Indian snack items thus setting quality standards and improving the shelf life of the ptoduets as well. ii) Brand When it comes to sweets, namkeens and shack food items, Haldiram’s is a name trusted across the Indian sub-continent, It is a name associated with high quality and ional taste, iii) Brand Name ‘The brand name Haldiram’s came from the owner's forefathers and one thing is clear, the name has been chosen om 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 Haldiram’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 Indian taste. Page 41 of 70vi) Brand Personality It ig not the brand alone but the manner in whieh the brand presents its characteristics. Haldiram’s depicts the personality of a man, who is rooted in his tradition aut of choice and not compulsion. He is very Indian in his tastes, choices and behaviour and puts a high premium on quality as well. vii) Brand Position This refers to the consumers’ placement of a company vis~i-vis its competitors, Haldiram’s has also been rated 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, lis position in terms of pricing is premium yet affordable. It enjoys top of the mind recall and awareness iin its target audience but this could very easily be subverted if the company does not bring into 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 taste standardization throughout its outlets, which are suitably located in posh areas of the city. Initially the brand catered only to the 35+ category with 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”. Haldiranis has also gained an edge aver its competitors by minimizing promotion costs, Haldirams once was just another sweet maker but it had moved into trained brands by improving the product quality and packaging. Through its clever products & brilliant distribution it has moved into the star category of brands, Page 42 of 70ix) Mnemo Whenever one things of a brand, the first thing that comes to the mind that reminds 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 is core values, In case of Haldirarn’s the brand property would be its red and white stylized logo and its base line “Every zuban pe” which is reminiscent of the fact that the brand is an established one with top af the mind recall, xi) Brand Equity In case of Haldiram’s the brand equity is its 70% holding of the market for namkeens, its undisputed leadership in the sweets category and also top of the mind recall amongst the target audiences. v1 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 produets is very Indian and yet it maintains international quality standards, Page 43 of 70CONSUMER BEHAVIOUR ANALYSIS of Haldiram’s NAMKEENS Ever since the Indian consumer started showing an interest in the branded andl 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 aptions and variety to choose from and so @ consumer survey is imperative to study the buying trends and pattems, The objectives of the undertaken study are to analyse: + The most favourable choice of namkeens Factors influencing buying behaviour Type of Buying behaviour ‘Brand loyalty ‘Substitutability of the product Future expectations 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 behaviour survey, the highest benefit that Haldiram's offers is by way of hygiene and taste, Another big strength of Haldiram’s, which a factor rated pretty high by the consumers, 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 naurkeens 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. The best part is that they offer traditional snacks rather than modern snacks, Which go down very well with the Indian consumer, Page 44 of 70Types of Competitive Strategies From the information based on the consumer survey, out of 150 people 136 consumed Haldiram’s products. Since 91% of responses indicate consumption of Haldiram’s products, we conclude that Haldiram’s is the market leader in the numkeens segment, In the 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 following market 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 users for their products. They have done this by targeting the NRI's living abroad and exporting their namkeens there. This in tum 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 customization of its products. Apart from this, they have also penetrated the rural markets quiet effectively by bringing out their products in small, affordable packets. All these new markets have helped consolidate Haldiram’s position as a market leader li) Defending Market Share: To protect its position as market leader, Haldiram's makes use of two defence strategies: Position Defence and Mobile defence. 1) 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 n extra effrts to create a brand much more superior than Haldiram’s, Page 45 of 702) Mobile defence This involves the leader siretching its domain aver new territories that can serve as firture 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 coupled with the introduction of their new product range like syrups, pickles, ete. iii) Expanding Market Share Over the years, Haldiram’s has been diversifying its product line and entering newer markets. This has resulted in considerably expanding the market share of Haldiram's, thus also- substantially increasing their products, Page 46 of 70CHAPTER III DATA ANALYSIS AND INTERPRETATION Page 47 of 701, What age profile do you belong to? TABLE | No. of Respondents. 49 56 28 17 INTERPRETATION From the above table 32% respondents are belonging to the age category of 25-35yrs, 37% respondents are belonging 10 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, Page 48 of 702. Do you consume Haldiram’s products? TABLE 2 ‘Consume Haldiram products ‘o of Respondents Ye: 136 a 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 0F the 150 answered 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 Haldicam’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, Page 49 of 703. What is your brand preference for namkeens? TABLE 3 Which One Brand You Prefer No. Of Respondents HALDIRAM a0 LAYS: 30 LEAR a BIKANER MIR OTHER 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. Page 50 of 704. Do you prefer local snacks? TABLE 4 Prefer local snacks No. of respondents. 112 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. Page $1 of 705. Since when have you been consuming Haldiram’s Products? TABLE 5 Consuming Haldiram since No. of respondents Less than 6months: 6 monis-lyr lyr3yr More than 3 yr INTERPRETATION 56% of the respondents have been consuming Haldiram’s namkeents 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 asthere 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 namikeens by the consumer. Page 52 of 706. How would you rate the quality of Haldiram over the period of use? TABLE 6 Comparison of quality over the period of | No. of respondents use Significantly Better oy} Better 46 ‘Neutral 35 Worse 0 Significantly Worse 0 INTERPRETATION None of the respondents subscribed to the view that the quality of Haldiram’s namkeens has got worse, ‘They were either neutral or found it to be better/significantly better than before. This might be one of the reasons for the strong brand loyalty. Page 53 of 707. What factors motivated you to buy Haldiram’s products? TABLE 7 No. of respondents 35 SI 26 15 INTERPRETATION ‘On the basis of the chart 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 buy namkeens, However 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’, Beeause of this the respondent himself also usually plays the role of the ‘Decider’ Page $4 of 708 Which of these factors influence your buying behaviour of namkeens? TABLE & Factors No, of respondents Price 6 Brand name 19 Quality 39 Taste Packaging INTERPRETATION Consumers gave the highest priority to the taste of the namkeens as compared to the other factors, Quality came in a close second on their priority list, What came, as a surprise was that none of the respondents considered packaging as part of their selection criteria, on which Haldiram’s usually lays so much stress. Page SS of 709, How would you rate the following factors in order of your preference? Table 9 FACTORS No. of Respondents Variety 5 Food Taste & Quality Hygiene Nutrition Value Price Packaging INTERPRETATION Again, when asked to rate the importance level of six factors, the results were interesting as most of the respondents considered ‘Packaging’ as only somewhat important. Also the opinion on the price feature was divided as some of them considered it being important while some others considered it somewhat important and some even didn’t find it important. The strongest factors that influenced the buyer while purchasing namkeens were Food taste and quality and Hygiene. The majority of the respondents rated these two factors as being ‘Very Important’, Apart from these consumers also considered ‘Variety’ as an ‘Important’ factor while buying Namkoens. Nutritional value didn’t seem to have much of an effect of the buying tends as opinion here again seems to be divided. Page 56 of 7010. How you find Haldiram’s price? TABLE 10 Haldiram's price No. of respondents Very Low low Reasonable Tigh Very High INTERPRETATION 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 tating of various factors, Page 57 of 7011. Would you buy Haldiram’s products for them? TABLE 11 Factor Packaging Variety Price Quality Hygiene Taste INTERPRETATION In the above chart, the respondents were asked to rate the factors based on a 5-point seale, 5 being the highest, The total Score for each factor has been computed by multiplying the rating with the corresponding number of respondents. Here again the same trend of hygiene and taste being given the highest priority is reiterated. ‘The confusion relating to the price factor is solved as “Price” gets the least priority among the people surveyed. Hence people don’t mind paying for Haldiram's namkeens as long as they get a tasty and hygienic product as value for their money. Onee again Packaging, which is a top priority for Haldiram’s, fails to get top priority among the consumers and finishes fifth on the priority list, This can be correlated to Herzberg’s two-factor theory. The absence of good packaging may lead to dissatisfaction among the consumers but the presence of it does not seem to create any particular satisfaction among the consutner, Page $8 of 7012. How would you rate the Haldiram’s namkeens for their nutritional value? TABLE 12 Haldiram's Namkeens nutritional | No of respondents value Minimal 76 Adequate a7 Healthy 2 INTERPRETATION When it comes to then nutritional value of Haldiram’s namkeens, 51% of the respondents felt that 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 namkeesrs thereby proving that the lack of sufficient nutritional value isn’t a deterrent in purchasing their aamkeens, Page 59 of 70. Do you buy Haldiram’s gift packages? TABLE 13 ‘You Buy Haldiram’s Gift Packages No of Respondents Yes 2 No 68 INTERPRETATION Haldiram’s attaches a lot of value to its gift packages offered during the festive season, However, 45.33% of the respondents didn't buy such packages. ‘This shows that the gift packages being offered don’t play such an important role on the buying behaviour af the consumer, Page 60 of 7014. Do you think that is there any Significance Difference between Haldiram's and other brands? TABLE |4 Significance Difference No of respondents Yes 7 INTERPRETATION When asked 0 whether they found any significance difference between Haldiram’s and any other brand, 64.66% are of the view that there does exist a significant difference. Also, a product like namkvens invalves low involvement levels while buying. Thus, it can conclude that buying behaviour of the consumers of Haldiram’s namkeenrs is the “Variety-seeking buying behaviour’. This translates into a positive for Haldiram’s, as the consumers, in spite of trying different brands, seem to be coming back to Haldiram's Page 62 of 70CHAPTER IV Conclusions And Recommendations Page 62 of 70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 locking forward to popcorn, cheese balls, much more variety in the waters, banana chips, roasted nuts, ete, Many of the respondents are seeking low calorie namkeens from Haldiram’s and there is also a demand for many more varieties in bingia’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, ete... from Haldiram’s, CONCLUSION ‘The market is clogged with dominant players such as Frito-Lay India, snack foods arm, which has almost brought in a snack-chip revolution in the country, Haldiram’s and the Delhisbased snack-food-retailer Bikanervala Foods Pvt, Ltd. ete 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, itis 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 cating 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. Haldiran'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. Page 63 of 70RECOMMENDATIONS Media Mix Haldiram’s should aim at constructing a comprehensive media mix. Tt 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 tic-ups with busifess process ‘outsourcing compat 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, Page 64 of 70BIBLIOGRAPHY BOOKS REFFERED: * Koller, 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 imes Of India Websites wiv JIndian oodindustry.net ‘eww haldirams,com wav ha direst, omy ‘The Hindu(www.hinduonnet.com) Times news Network( www.economictimes.indiatimes.com) Page 65 of 70APPENDIX Page 66 of 70QUESTIONNAIRE QI. What age profile do you belong to? o 15-20 oo 21-24 o 31-40 © 4150 More than 50 Q2. De you consume Haldiram’s products? o Yes o No Q3. What is your brand preference for namkeens? © Haldiram co Lays o Lebar Bikaner MTR Others Q4. Do you preter local snacks? © Yes © No Page 67 of 70QS. Since when have you been consuming Haldiram’s Products? © Less than 6 months © 6 month—lyear © 1-3 years © Greater than 3 years Q6, How would you rate the quality of Haldicam over the period of use? © Significantly © Better Better Natural Worse Significantly worse Q7. What factors motivated you to buy Haldiram’s products? 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 onder of your preference? © Variety 0 Food taste and quality Page 68 of 70© Nutritional value © Price Packaging Q10, How you find Haldirany’s price? © High © Very high Very low Low Reasonable QII. 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? o Yes © No Page 69 of 70Q14. Do you think that is there any significance difference between Haldiram's products and other brands? o Yes o No Page 70 of 70