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Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Haldiram : Haldiram Presented By: Jalaj Sanghvi PCL I (Marketing) Roll No. 15352 EVOLUTION : EVOLUTION 1937 – Bikaner 3 units till 90s – Kolkatta, Nagpur & New Delhi. First Mover Advantage – Branded Namkeens & Technology in Packing. Traditional Indian Food – Hygiene & Quality Competitors – Unorganized market, Frito Lays India, SM foods, Bakemans, etc. EVOLUTION : EVOLUTION Early 90s – Split of 3 Units 1992 – Manufacturing Unit with Retail Outlet 1995 – Restaurant in Delhi 1997 – Unit for Namkeens 1999 – Started Operating as Separate Entities Competition among themselves for Market Share 2000 – International Markets STRENGTHS AS BRAND : STRENGTHS AS BRAND First Mover Advantage Product Quality & Hygiene Value for Money Products Rich Cultural Heritage – Exchange of Gifts Strong Distribution Network Hoardings for Promotion For all Age Groups Various Awards of Recognition MARKET STRUCTURE : MARKET STRUCTURE SUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Shops Popcorns & Peanuts Home Made Preparations INDUSTRY COMPETITORS Pepsi Foods & Frito Lays Bakeman’s Nathu’s Evergreen’s SM Foods Britannia Unorganised Players SUPPLIERS Farmers Manufacturers Units Other Vendors C&F Agents Distributors Semi Wholesaler Retail Shops & Paanwalas BUYERS Corporate Offices Households Restaurants & Eateries Canteens & Factories POTENTIAL ENTRANTS Existing Industry Competitors Small Regional Players International Players RESTAURANT CONTD… : RESTAURANT CONTD… SUBSTITUTE PRODUCTS South Indian Food Fast Food Mughlai Food Chinese Food Inter-Continental Food Home Made Preparations INDUSTRY COMPETITORS Nathu’s Evergreen’s Bengali Sweets Sagar Ratna McDonalds & Nirulas Yo! China Local Sweet Shops SUPPLIERS Farmers Manufacturers Units Packaging Suppliers Other Vendors BUYERS Corporate Offices Families Singles & Couples POTENTIAL ENTRANTS Existing Industry Competitors Small Regional Players International Players PRODUCT : PRODUCT Scope – Exhaustive Range of RTE Products Attributes / Benefits Packaging for longer shelf life & freshness Various price points & reasonable State of art manufacturing technology Easy availability Quality / Value – Good quality at competitive prices Uses – Filler between meals For serving to guests BRAND : BRAND Users – Gourmets having inclination towards Indian meals Country of Origin – Bikaner Organization Associations – Innovative & High quality products Brand Personality – “Maharaj” known for lip-smacking dishes Symbol – Written in golden for richness & purity Brand Customer relationship – Indian taste at anytime Emotional Benefits – Smart purchase of high quality & hygienic products BRAND IDENTITY SYSTEM : BRAND IDENTITY SYSTEM Core Identity – Food Quality – Innovative and contemporary packaging with increased shelf life & freshness Food Taste – Traditional Indian taste Innovative – First mover advantage Branding of “Namkeens” New ways of Packaging Introduction of new variants for maintaining a competitive edge BRAND IDENTITY SYSTEM : BRAND IDENTITY SYSTEM Extended Identity – Brand Personality: Genuine, Experienced, All Indian, Hygienic, Consistent and Trustworthy Basis of Relationship: Vast & enriched experience in traditional Indian food Logo: “Promoting the exquisite taste of India” Heritage: Haldiram’s shares rich parentage and has its roots to locations known for exquisite Indian cuisine BRAND IDENTITY SYSTEM : BRAND IDENTITY SYSTEM Value Proposition – Functional Benefits – Taste, Hygiene, Consistent Quality, Best Packaging, Freshness, Extensive Product Range Emotional Benefits – Smart Buyer, Association with Indian Roots Credibility – Makes Ready-To-Eat that are tasty and hygienic BRAND PERSONALITY : BRAND PERSONALITY “Maharaj” known for lip-smacking dishes Male of 40 yrs old of middle or upper middle class A person found of food, jolly, old-fashioned, down-to-earth, honest, wholesome, real and authentic Image of sincere, experienced, skilled genuine and older brand Well liked and respected member of the family High quality & rich parentage POSITIONING : POSITIONING To the consumers having inclination towards Indian meals, Haldiram’s offers ready to eat high quality readily available Indian snacks, with excellent packaging which provides increased shelf life to its products. Sales Organization Structure : Sales Organization Structure MARKETING MIX ELEMENTS : MARKETING MIX ELEMENTS Product – Namkeens (60%), sweets, sharbats, bakery items, dairy products, papad and ice-creams Raw materials : Sourced from all over country Use of technology to upgrade quality Customize its products – Murukkus and ‘Chennai Mixture’ for South Indian customers Nazarana, Panchratan, and ‘Premium’ MARKETING MIX ELEMENTS : MARKETING MIX ELEMENTS Packaging – Innovative and contemporary (in nitrogen filled pouches) ‘Long life’ and attractive (impulse purchase) Prices – Competitive prices to penetrate the unorganised market Packets of 30gms priced at Rs.5 Prices varies according to weights and type of namkeens and raw materials MARKETING MIX ELEMENTS : MARKETING MIX ELEMENTS Distribution – Extensive: 6 lacs outlets for the Delhi and Nagpur Internet marketing for consumers abroad. Brand pull in the market Trade margins range from 27% to 45%, depending on the item. MARKETING MIX ELEMENTS : MARKETING MIX ELEMENTS Promotion – Tied with the ‘Profile Advertising’ Attractive posters, brochures,human billboards , rack card and mailers Press and outdoor media, (taste and appetite) Hoardings, signage, POPs and posters to disseminate awareness Punch line for Haldiram’s products is, ‘always in good taste’. : Brand Mantra : Communicated to Employees Mailers sent to loyal customers and important corporate clients Retail outlets of Haldiram’s give importance to POP displays. BRAND EXTENSION : BRAND EXTENSION Restaurant business to cash in on its brand image in Nagpur and Delhi. Restaurant at Nagpur: Innovative strategy for people travelling by train by sending a DD and provide information Focus on hygiene: Compete effectively with local restaurant chains Encash on POP’s for venturing into RTC Categories with a broader frame of reference HALDIRAM’S ABROAD : HALDIRAM’S ABROAD Exporting to USA, UK, Australia, Middle East & Far East Countries, Germany, Philippines, New Zealand, Nepal, etc. Success over geographical boundaries hygienically prepared Indian cuisine :Opening of restaurants abroad Ethnicity angle in the marketing efforts differentiated Haldiram’s and enabled it to sustain itself from threat of McDonald’s and Pizza Hut. SUPPLY CHAIN OF HALDIRAM’S : SUPPLY CHAIN OF HALDIRAM’S Manufacturing unit C&F Agents Distributors Retailers Consumers. 50 C&F agents and 1035 distributors in India Retail outlets such as supermarkets, sweet shops, provision stores (Goodwill : Pull strategy : Stockists Compete to hold the brand) Tie up with www.indiatimes.com with delivery time of 48 hours to one week and value added services (personal messages) SWOT Analysis of Haldiram : SWOT Analysis of Haldiram Future Expansion : Future Expansion To increase exports. 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. Suggestions : Suggestions Diversifying into new innovative products Increase the no. of outlets Better promotion Home Delivery Explore the possibility of opening the outlets in foreign market Customer service THANK YOU!!! : THANK YOU!!! You do not have the permission to view this presentation. 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