BY; NISHA SONEJA

Introduction ‡ Started as small time sweet shop in Bikaner in 1937 ‡ First company in India to Brand Namkeen ‡ The first company to offer traditional Indian snack food ‡ First mover advantage-branded namkeen and technology in packaging ‡ in India present in more then 50 cities ‡ Has grown from a small sweet shop to international chain. .

‡ ‡ ‡ ‡ ‡ .Separate unit for namkeen 1999.started operating as separate entity competing among themselves for market share ‡ 2000.split of 3 units 1992-manufacturing unit with retail 1995.international market ‡ Over a period of time the haldiram s group has emerged as a household name for ready-to-eat snack in India.Evaluation Early 90s.restaurant in Delhi 1997.

" "chatpapri." and so on.TREND SETTER ‡ It was the first company to brand Namkeen ‡ 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. which catered to the needs of hygiene conscious nonresident Indians and other foreign customers ‡ 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 .

Strength as a brand ‡ ‡ ‡ ‡ ‡ ‡ First mover advantage Product quality and hygiene Value for money product Rich culture heritage-exchange of gifts Hoardings for promotion For all age group .

PRODUCTS OFFERED BY HALDIRAM NAMKEEN (60%) SWEETS SHARBAT BAKERY ITEMS DAIRY PRODUCTS PAPAD ICE-CREAM .

PRODUCT PORTFOLIO OF Haldiram SWEETS OTHER 30% NAMKEEN 60% 10% .

PRICE RANGE OF NAMKEEN OFFERED BY HALDIRAM Pack weight 30 gm 85 gm 180-250gms 400-500gms 1kg Price(in Rs) 5 10 18-25 40-70 95-200 .

Major Competitors FRITO LAY LAYS KURKURE LAHER NAMKEEN CHEETOS UNCLE CHIPS ITC BINGO PARLE SNACKS SMART CHIPS CHEESLINGS MUSST BITES HIPPO UNORGANISED MARKET .

MARKET SHARE 12% 27% 16% HALDIRAM FRITO LAYS ITC OTHERS 45% .

priced as low as Rs. Haldiram's launched namkeens in small packets of 30 grams. The company's pricing strategy took into consideration the price conscious nature of consumers in India.PRICING STRATEGY OF HALDIRAM Haldiram's offered its products at competitive prices in order to penetrate the huge unorganized market of namkeens and sweets. . The company also launched namkeens in five different packs with prices varying according to their weights .5.

20 similar to bingo and haldiram Recently fritolay launched a Rs. Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5. 10 and 20. Rs. Frito Lays has launched small packs of Rs 3 each.10.STRATEGY OF THIER COMPETITORS As this market is drivin by high impulsive buyers of snack food. Rs.thete is a very little dichotomy in the pricing strategy of all major players. The pricing strategy of lays is consistent with other comprting playes Lays and Kurkure.the two popular choices comes in different SKU s priced at Rs.3 SKU for its Kurkure brand in bid to compete more aggressively. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this .5. .

STREGNTH STRONG BRAND PACKAGING INNOVATIVE THINKING GEOGRAPHICAL UNDERSTANDING OF THE MARKET WEAKNESS: TOO MUCH STRESS ON TRADITIONAL INDIAN ITEMS PRODUCT PROMOTION INTERNAL RIVALRY LIMITED NO. OF OUTLETS OPPORTUNITIES S EXPANSION OF OUTLETS IN CLASS 2 CITIE HOME DELIVERY YOUTH ORIENTED PRODUCT PROMOTION FOREIGN MARKET SWOT THREATS UNORGANISED MARKET PLAYERS ORGANISED COMPETITORS FAMILY DISPUTES SPURIOUS PRODUCT .

FUTURE EXPANSIONS To increase export To increase the existing strong distribution network. To come up with IPO to fund its diversification and expansion plan. . To launch egg-less bakery items.

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