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Project Project: Training and Development (Kumaun University) Training and Development (Kumaun University)
Project Project: Training and Development (Kumaun University) Training and Development (Kumaun University)
Project
A
Project Report On
“MARKETING STRATEGIES AND BRAND
LOYALTY”
[1]
CERTIFICATE
STUDENT CERTIFICATE
(FROM FACULTY GUIDE)
This is to certify that Jyoti student of BBA. Vth Sem, has completed his
summer internship at Vishal Mega Mart, and has submit this project report
entitled “MARKETING STRATEGIES IN HALDIRAM’S” towards partial fulfillment of
the requirements for the award of Bachelor of Business Administration.
This Report is the result of his own work and to the best of my knowledge no part
of it has earlier comprised any other report, monograph, dissertation or book.
This project was carried out under my overall supervision.
[2]
DECLARATION
JYOTI
B.B.A 5th SEM
Roll No. 20133525000
[3]
TABLE OF CONTENTS
Declaration 2
1 Certificate 3
Summer Training
Certificate
2 Chapter I
Introduction 5-20
Objective of the study 20-21
Literature Review 21-24
Research Methodology 24
Limitations of the study
3 Chapter II
Company Profile 32-42
4 Chapter III
Analysis and Interpretation of 43-54
Data
5 Chapter IV
Conclusions and 55-58
Recommendations
6 Bibliography 60
7 Questionnaire 60-62
[4]
Chapter-
1
[5]
INTRODUCTION
INTRODUCTION TO THE TOPIC
This report provides a detailed analysis about the company. The
topic undertaken is “Marketing Strategies and Brand Loyalty of
Haldiram in India”. It describes about the marketing strategies of
Haldiram and the various steps that are required to increase their
sales. This report provides as in-depth analysis of Haldiram.
Thereafter, the repots analyses Haldiram marketing strategies and in
the end suggestions and recommendations are given based on the
analysis.
Concept of Marketing
It is a philosophy of marketing that entails the wants and needs of a
particular market. Thought the needs and wants of a market an
organization can achieve its goals in terms of revenue. Achieving the
desired revenue is achieved through delivering satisfaction to a
buying market better than a competitor can.
[6]
[7]
Product
Haldiram’s offers a wide range of products to its customers. The
product range includes namkeens, sweers sharbats, bakery items,
dairy products, chips, pappad and ice creams. However, namkeens
remain the main area of focus for the group as it contributes close to
60% of its total revenues. By specializing in the manufacturing in the
namkeen market the company has created a niche market. The raw
material used to prepare namkeens is of the best of quality and are
sourced from all over India.
[8]
75 Gms 30Gms
• Bhujia • Nut Cracker
• Nacrattan • Peanut Salted
• KhattaMeetha • Aloo Bhujia
• Moong Dal • Bhujia
• Nut Cracker • Navrattan
• Aloo Bhhujia • Moong Dal
• Boondi Plain • KhattaMeetha
• Boondi Masala • Nimbu Masala
• Nimbu Masala
• Peanut Salted
[9]
PRICE
Haldirams offers its products at competitive process in order to
penetrate the huge unorganized market of namkeens and sweets.
PLACE:-
The Haldiram’s products are distributed all over the country and
outside country also. Haldiram’s is successfully exporting its
products to USA, UK, Australia. Middle East & Far East Countries,
Germany, Philippines, New Zealand, Nepal, Sri Lanka, UAE, France,
Spain, Italy, Holland, Japan, etc., Haldriam’s is an ISO and HACCP
certified Company and approved by FDA, USA.
has C&F agent and 700 distributors in India, the Nagpur unit
has 25 C&F agents and 375 distributors. Haldiram’s also has 35
sole distributors in the international market. The Delhi and
Nagpur units together cater to 0.6 million retail outlets in India.
C&F agents receive a commission of around 5% while
distributors earn margins ranging from 8% to 10%. The retail
outlets earn margins from 14% to 30%. At retail outlet level,
margins vary according to the weight of packs sold. Retails earn
more margins ranging from 25% to 35% by selling 30grms
pouch (priced at Rs.5) compared to the packs of higher weights.
Apart from the exclusive showrooms owned by Haldiram’s, the
company offers its products through retail outlets such as
supermarkets, sweet shops, provision stores, bakeries and ice
cream parlors. The Products are also available in public places
such as railway stations and bus stations that account for a
sizeable amount of its sales.
Haldiram’s products enjoy phenomenal goodwill and stockists
compete with each other to stock its products. Moreover,
sweet shops and bakeries stock Haldiram’s products despite
the fact that the company’s products compete with their own
products. ucts such as ‘yeh corn hai’ (this is corn), ‘chota
samosa-big mazaa’ (small samosa-big entertainment)
‘yehkashmiri mix khoobjamega’ and ‘oozing with taste’
(froRasgoolas) promoted individual products.
Special brochures are designed for those customers who want
to know more about Haldiram’s products. The brochures
describe the products and give information about the
ingredients used to make those products. Mailers are slso sent
to loyal customers and important corporate clients a token of
appreciation for their patronage.
[11]
[12]
Haldiram’s Organization
C&F
Distributor
Retailer
Consumers
[13]
Within Delhi
Haldiram’s Organization
Distributor
Retailer
Consumers
[14]
Warehouse Facilities
Experience sale persons.
Van, Truck, Three-wheelers for transportation.
Registered office.
Proper computer facility for maintaining accounts.
Financially strong
D. Order Processing
Sales persons of C&F agents and distributors go to the
retailers of their areas and bring the order daily. After
that they give order in the Corporate Office of Haldiram’s
in Mathura road to the general manager. From corporate
office general manager gives order in the factory. (
Noida/Gurgaon/Mathura Road).
As the order is ready to deliver and on confirming from
the corporate office, the goods are delivered in the
trucks.
Orders within Delhi and the places near Delhi (like
Meerut) are delivered within 24 hours.
Order outside Delhi is delivered according to the distance.
It takes from 24 hours to 72 hours.
Every distributor and C&F agent has a fixed day in a week
to give an order.
Haldiram’s has its own warehouse, which is managed by
its own staff.
[15]
PROMOTION
Haldiram’s product promotion had been key until competition
intensified in the snack foods market. The company tied with
‘Profile Advertising ‘for promoting its products. Attractive posters,
brochures and mailers are deigned to enhance the visibility of the
Haldiram’s brand.
Advertising Strategy
Haldiram’s advertisements have traditionally been copy heavy for
various reasons and do not have any face , known or otherwise,
attached to them. They are graphic heavy as well with extremely
vibrant use of colours. Its advertisement earlier had a mature
approach with the base line “Always in good taste”, but of late due
to a shift in target audience the base line of the advertisements too
has been changed to “har zuban pe”. This year , an otherwise
conservative company , it has upped ad budgets by more than 60%
to Rs 1 crore – still a far cry though from Lays which spends over Rs
30 crore annually. But these ads were for what it calls its ‘new
generation products’ – chips , funchees , masala balls and Taka- tak.
[18]
(A) Visual
Haldiram’s typography contains a very stylized and sophisticated font
style, which convery the image and the personality of the brand.
(B) Verbal
Initial advertising of the brand contained long copy but this
phenomenon has recently changed as the company is now going in
for a very precise and clear form of communication in an informal
manner.
(C) Attitudinal
Haldiram’s advertisement not attitudinal in nature but are rather
and mature. This trend is steadily converting into a more informal ,
relaxed and ‘hinglish’ style.
[19]
LITERATURE REVIEW
A literature is a text written by someone to consider the critical
points of current knowledge including substantive findings as well as
theoretical and methodological contributions to a particular topic .
literature reviews are secondary sources , and as such, do not report
any new or original experimental work . Also a literature review can
be interpreted as a review of an abstract accomplishment .
[20]
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.
Hamper & Bough 1990 “ Although definitions for the term vary ,
we define marketing strategy as s consistent , appropriate and
feasible set of principles through which a particular company hopes
to achieve its long- run customer and profit objectives in a particular
competitive environment” .
Follows…”
[22]
[23]
RESEARCH METHODOLOGY
DEFINATION OF RESEARCH METHODOLOGY
Research refers to any original and systematic investigation
undertaken in order to increase knowledge and to establish facts and
principles. It is an organized and systematic activity and may lead to
new and improved insights, development of new products and
processes. Thus, research is an organized and systematic way of
finding answers’ to questions or finding solutions to problems.
Research is said to be systematic because, it involves the following of
definite set of steps in order to arrive at some conclusion.
[24]
Types of Research
1. Descriptive
It includes surveys and fact finding enquires. Main aim is to describe
the state of affair as it is existing at present. The researches have no
control over variable. They can report what has happened or what is
happening. It is also known as Ex Post Facto.
Primary data:-
Primary source of information will be Mr. K Goyal, Sales Manager
Haldiram’s. He gave me insights into various issues such as marketing
mix of Haldiram’s etc. Lot of other people were contacted such as
Haldiram’s distributors, shop keepers etc.
Secondary Data:-
Secondary source if information was internet and various other
articles in magazines, pamphlets etc.
[25]
Project Design
The tool used for data collection in this project Project report is made
on the basis of secondary data.
SAMPLING DESIGN
The secondary data tools used in the project are books and internet.
I refused to various articles and data on internet. The founding’s of
other people were also used to achieve appropriate data. The
secondary data thus collected helped to get refined and reliable
data. This
• 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’
[26]
SWOT ANALYSIS
A. Strenghts
• Haldiram’s has a large product basket for the customers to
choose from. One of the biggest reasons for their namkeen
segment succeeding is the continuous updating of their product
range.
[27]
[28]
B. Weaknesse
• Haldiram’s doesn’t lay emphasis on the need to carry out
market surveys either to know the consumer needs or their
feedback.
• Haldiram’s started advertising its products to late, as it is not a
firm believer in big marketing budgets and lavish promos
because of which they might have lost the initial advantage.
• The Company has no policies on Corporate Social
Responsibility and environmental norms, which may affect
their Goodwill in the long run.
• The Haldiram group consists of the three concerns that are
independent of each other and also there is a lack of
collaboration between the three concerns, which affects the
reputation of the company and is hindrance in its growth.
• The company is not as cash rich as its competitors, which
gives its competitors an edge.
• Company portfolio does not include western snack foods.
C. Opportunities
• Though till now, Haldiram’s Presence in the western snack
foods segment is restricted to potato chips, It has plans to
market convenience food products in the ready-to-eat format,
such as paneer, pulao, dal and vegetables.
• If the company starts associating itself with other brands, it will
help strengthen the brand image and bring in larger profits.
• Haldiram’s doesn’t have any special namkeen for the kinds and
teenagers’ segment which is a huge potential target market.
[29]
D. Threats
• A large number of competitors have started entering this
segment which might erode the market share of Haldiram’s .
For example, companies like Frito Lay’s, ITC, etc, which is cash
rich companies, can actually undercut Haldiram’s profits as
they can afford to reduce their prices .
• As there are three concerns under the Haldiram’s group, the
quality standards differ substantially and any irresponsibility on
the part of any one concern will have a negative on all the
three as they share the same brand name .
• Competitors such as MTR, Tasty Bites and ITC have already
entered the western snack food market and taken the
advantage whereas except for potato chips, Haldiram’s is still
considering this segment .
[30]
LIMITATIONS
The following limitations are faced by the researcher during the
study;
[31]
CHAPTER II
COMPANY
PROFILE
[32]
Haldiram’s has many ‘First’ to its credit . It was the first company in
India to brand ‘Namkeens’ . The group also pioneered new ways of
packaging namkeens . Its
Packaging techniques increased the shelf life of namkeens from
less than a week to more than six month. It was also one of the
first companies in India to open a restaurant in new Delhi offering
traditional Indian snack food items such as “panipuri”,
“Chatpapri”, and on, which catered to the needs of hygiene
conscious non- resident Indians and other foreign
customers.
[33]
The traditional India Sweet- Maker from a very small set up has
formed into a full- fledged processing food industry and is taking
its wares beyond the domestic frontiers to the Western World .
Where is it today?
aldiram’s has 70% the total namkeen market share and is the leader
in the organized sweets market and has picked up in the snack food
market of potato chips with Tak-a Tak. The company enjoys top of
the mind awareness and has a loyal customer base. The company’s
exports are growing at a very positive note and the company on a
daily basis registers a 2-3% growth. Company has bees registering a
15% growth in its total sales every year.
Mission
“ Our consistent quality , best packaging strategy, vast Market
coverage and experience have given us a cutting edge vis-à-vis our
competitors . Our natural inclination to improve our performance
and quality with each passing year has taken us way ahead of our
nearest competitor .
[35]
Awards
Haldiram’s bagged the prestigious “ INTERNATIONAL AWARD FOR
FOOD & BEVERAGES” awaeded by Trade Leaders club in Barcelona ,
Spain in 1994.
The Group has also to its credit “KASHALKAR MEMORAIL
AWARD”presented by all India Food Preservers Association (Regd.)
in 1996 at its Golden jubilee Celebration for manufacturing the best
quality food products.
Certifications
Haldiram’s has the following certifications
• ISO 9002
• HSCCP
[36]
(i) Product
Haldiram’s Products are traditional high-quality Indian sweets,
namkeens and snack food items at a premium yet affordable
price. They were the first in India to use state-of- art technology
for manufacturing traditional Indian snack items thus setting
quality standards and improving the shelf life of the products as
(ii) Brand
When it comes to sweets, namkeens and food items, Haldiram’s is
a name trusted across the Indian sub-continent. It is a name
associated with high quality and traditional taste .
The brand name Haldiram’s came from the owner’s fore fathers
and one thing is clear, the name has been chosen on a purely
personal basis . What was chosen as a name for the company
decades ago has today revolutionized the way we look at the
ethnic snack food industry .
[37]
[38]
When one things of a brand, the first thing that comes to the mind
that remind us of just the brand and not the features attached to it
is considered as the mnemonic for that brand . In Haldiram’s case it
is not available as yet but is under consideration. For the time being
the logo . itself could be taken as the mnemonic for the brand .
[39]
Haldiram’s
Haldiram’s being the market leader offers enormous benefits to
its customers, on the basis of the consumer behavior survey, the
highest benefit that Haldiram’s offers is by way of hygiene and
taste. Another big strength of Hsldiram’s , which a factor rated
pretty high by the consumer, was packaging . By providing fresh
and tight packaging Haldiram’s ensures that their consumers can
use it for a longer period of time. Another benefit that Haldiram’s
offers is the immense variety in their product line. In fact, in the
namkeens segment itself Haldiram’s offers about 40+ varieties and
ensures that this benefit stays on by constantly innovating and
coming out with new types of namkeens .
[40]
[41]
Haldiram’s has built for itself quite a superior brand image, making
it extremely difficult for its competitors to break this image .Thus,
the competitors have to put in extra effort to create a brand much
more superior than Haldiram’s .
This involves the leader stretching its domain over new territories
that can serve as future canters for defence and offense. Under
this defence, Haldiram’s follows the ‘Market Broadening’ mobile
defence. The recent establishment of their Nagpur plant shows
that they are now concentrating on the Southern region. Also their
foray into the international market and their deeper penetration
into the rural market with the introduction of their new product
range like syrups , pickles , etc.
Over the years, Haldiram’s has been diversifying its product line and
entering newer market . This has resulted in considerably expanding
the market share of Haldiram’s thus also substantially increasing
their products .
[42]
Chapter III
DATA
ANALYSIS
AND
INTERPRETA
-TION
[43]
No of Respondents
25-35 36-45 46-60 Above 60
11%
33%
19%
37%
INTERPRETATION
From the above table 32% respondents are belonging to the age
category of 25-35yrs. 37% respondents are belonging to the
category of 36-45. 19% respondents are belonging to the category
[44]
No of Responts
No
Yes
INTERPRETATION
From the above data it is clear that most of the customers (around
91%) of Delhi and NCR have consumed the product of Haldiram. The
rest 9% have not consumed the product of Haldiram. In repose as to
[45]
Sales
HALDIRAM LAYS LEHAR BIKANER MIR OTHER
12%
28%
23%
21%
16%
[46]
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.
TABLE 4
Yes 112
No 38
No. of respondents
2nd Qtr
25%
Yes
75%
[47]
INTERPRETATION
Another point that came across was that when questioned about the
consumption of other brands, the closest competitions for
Haldiram’s came from Bikaner and Lays. Also only 25% preferred
local snacks when compared to branded snacks which shows that the
branded snacks segment is cutting into the unbranded segment.
TABLE 5
No. of respondents
[48]
INTERPRETATION
56% of the respondents have been consuming Haldiram’s Namkeens
for over 3 years while 30.67% have been consuming it for between 1-
3 yr. With the arrival of so many competitors on the scene, even a
period of year is long enough to prove brand loyalty which is
established very firmly in this case. Thus the chances of the
substitutability of the halidram’s namkeens by any ither brand seem
to be rather low as there has been no switching of brands by any of
these respondents. Those who have tried it have maintained their
loyalty towards it. This is again re-iterated by the following chart,
which depicts the perceived change in the quality of Haldiram’s
namkeens by the consumer.
TABLE-6
[49]
No. of respondents
Significantly better Better Neutral Worse Significantly Worse
31% 23%
0%
0%
46%
INTERPRETATION
[50]
N0. of respondents
Family Relatives
Ads 18% 10%
35% Other Neighbours
0% 0%
Self
37%
INTERPRETATION
On the of the above, it is evident that when it comes to buying
namkeens people tend not to get influenced by others. They rely on
their own sense of judgement to by namkeens. Howeve in some
cases the family members tend to influence the buying patterns of
the buyer. Hence in this case there seems to be a vacuum when it
comes to the role of the ‘Influencer’. Because of this respondent
himself also usually plays the role of the ‘Decider’ .
[51]
no. of respondents
very low low Reasonable High very high
0%
0%
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 rating of
various factors .
[52]
No of respondents
Minimal
Adequate
Healthy
INTERPRETATION
When it comes to then nutritional value of Haldiram’s namkeens,
51% of the respondents felt the nutritional value was minimal while
none of them felt that it was healthy. But despite this the average
consumer still prefers to buy Haldiram’s namkeens there by proving
that the lack of sufficient nutritional value isn’t a deterrent in
purchasing their namkeens.
[53]
no of respondents
1%
no
45%
yes
54%
INTERPRETATION
Haldiram’s attaches a lot of value to its gift packages offered during
the festive season. However, 45.33% of the respondents did’t buy
such packages. This shows that the gift packages being offered don’t
play such an important role on the buying behavior of the consumer.
[54]
CHAPTER IV
Conclusions
And
Recommmen
-dations
[55]
FINDINGS
the survey also sought to know as to what the consumers expect in
the future from Haldiram’s Namkeens and otherwise. Many creative
ideas came out. With regard to Namkeens , people are looking
forward to popeorn, cheese balls, much more variety in the wafers,
banana chips , roasted nuts, etc. Many of the respondents are
seeking low calorie namkeens from Haldiram’s and there is also a
demand for many more varieties in bhujia’s . The minimal nutrition
levels do not seem to be affecting the buying trends of the
consumers right now; but as people are becoming more and more
health conscious, in the future consumers might be looking forward
to low calorie namkeens and snacks from Haldiram’s Apart from the
namkeens segment , the consumer in general are looking forward to
products like masalas , milk and milk related products, ice creams,
etc From Hsldiram’s .
[56]
CONCLUSION
The market is clogged with dominant players such as frito- Lay India,
Pepsico’s snack foodsarm, which has almost brought in a snack-chip
revolution in the country, Haldiram’s and the Delhi-based sanck-
food-retailer Bikanervala Foods Pvt. Ltd. Etc., Even the dairy major
Mother Dairy has presence in the category. With the entry of
companies such as ITC and HUL into this industry, it is getting tough
for companies such as Haldiram’s who till now have not paid
attention to its branding activities.
[57]
RECOMMEDATIONS
Media Mix
Haldiram’s should aim at constructing a comprehensive media mix.
[58]
BIBLIGRAPHY
BOOKS REFFERED:
• Kotler, Philip, and Keith Kohn, Cox. Marketing Management
and Strategy: a Reader, Prentice-Hall, 1988.
• Sahadev Sunil, and Tapan K Panda, Sales & Distribution.
• Quinlan, Christina, et al. Business Research Methods. Cengage
Learning EMEA, 2015
• Batra K Satish, and Kazmi, Consumer Behavior
• Marketing Management by Dr. C.B. GUPTA and Dr. N RAJAN
NAIR
• Kothari, C.R. (2004) Research Methodology: methods and
techniques. 2nd Edition, New Age International Publishers, New
Delhi.
NEWSPAPERS:
• The Hindu
• Times of India
Websites:
• www.haldiram.com
• www.bikaji,co.in
• www.Indianfoodindustry.net
• The Hindu(www.hinduonnet.com)
• Times news Network(www.economictimes.indiatimes.com)
[59]
QUESTIONNAIRE
Q01. What age profile do you belong to?
• 15-20
• 21-24
• 31-40
• 41-50
• More than 50
• Yes
• No
• Haldiram
• Lays
• Bikaner
• MTR
• Other
• Yes
• No
[60]
Q06. How would you rate the quality of Haldiram over the period of
use?
• Significantly
• Better
• Natural
• Worse
• Significantly worse
Q08. How would you rate the following factors in order of your
preference?
• Variety
• Food taste and quality
• Hygiene
• Nutritional value
• Price
• packaging
[61]
Q12. How would you rate the Haldiram’s namkeens for their
nutritional value?
• Minimal
• Adequate
• Healthy
[62]