Slide 1: 26-Dec-08 1 Slide 2: Group member’s Varun Aggarwal
Sapna Rana 26-Dec-08 2 Slide 3: Beginning of way back in 1941 in Rajasthan
The brand name HALDIRAM BHUJIWALA was introduced
Subsequently reach extended 1958 to Kolkata and further to west India & never looked back.
1983 opened shop in Chandni Chowk the main hub of commercial centre in Delhi.
Prime focusing was on sweets & namkeens.
it was lead by three brothers Shri Moolchand, Shri Satyanarain and Shri Rameshwar 26-Dec-08 3 Introduction Slide 4: Shri Moolchand & his four sons Shiv Kishan, Shri Shiv Ratan, Shri Manohar Lal, and Shri Madhu
Shiv kishan established Haldiram’s name in Nagpur
Meanwhile Manohar lal Aggarwal and Madhu Sudan had taken Delhi (the National Capital) by storm with resounding success of Haldiram at Chandni Chowk & never looked back.
Encouraged by the tremendous response of Consumers, HALDIRAM decided to go in for up-gradation in technology, packing, production etc. with installation of plant & machinery of best available state-of-the-art technology and sophistication. 26-Dec-08 4 Slide 5: Shahi Mixture
Chana Jor Garam
Chilli Chatak Lachha
Khatta Meetha Moong Dal
All in One
Plain Bhujia 26-Dec-08 5 Haldiram’s Products’s Slide 6: SHAHI MIXTURE: mildly-spiced mixture of exotic ingredients like Almonds, Pistachio nut, Cashew nuts, Spinach & Musk melon seeds, Moong pulses & Gram flour(Packaging :- 200 gms)
CORNFLAKES MIXTURE: mildly-spiced mixture of fried Cornflakes, Cashew nuts, shredded Potatoes, Gram flour, Spinach, Raisins, Sesame & Poppy seeds(Packaging :- 400 gms 200 gms & 90 gms) 26-Dec-08 6 Famous Haldiram’s Products Slide 7: BHUJIA: tangy preparation of fried Moth pulse flour & Gram Flour.(Packaging :- 400 gms, 200gms, 90 gms & 35 gms.)
KASHMIRI MIXTURE: salty mixture of fried Moong pulse, Spinach leaves, Cashewnuts, Musk melon seeds, Gram flour & Potatoes.Packaging :- 400 gms, 200 gms & 90 gms.)
KHATTA MEETHA: sweet ‘n sour snack made of Peanuts, Gram pulses & Peas.(Packaging :- 400 gms, 200 gms, 90 gms & 35 gms) 26-Dec-08 7 : The product has excellent brand awareness & a high quality image.
Good and attractive packing.
Good image position.
High Market share.
Availability of brand almost on all the outlets. Consumer proximity to retail outlet.
Sale pushing of other brands
Schemes given to retailer are not enough.
Less profit of margin of Haldiram product from other brand.
Less advertisement. 26-Dec-08 8 SWOT Analysis Strength Weakness Slide 9: By providing proper schemes Haldiram can increase its supply.
By providing more profit margin Haldiram can increase its supply Competition from Lehar, Bikano and Crax.
Competition from other brands.
Sale pushing 26-Dec-08 9 Opportunity Threat Slide 10: 26-Dec-08 10 Haldiram’s Distribution Slide 11: 26-Dec-08 11 Margins Provided to intermediaries Slide 12: Problem Identification :-
The project do find out the market share of Haldiram’s namkeen in Delhi and suggestion how to improve.
Collection Method of Date :-
The source of data collection was primary data which was collected by personal interview, aided by structured disguised questionnaire.
Field work was carried out for the Haldiram Marketing Pvt. Ltd., in Delhi for the analyze of market potential of namkeen.
Sample Size :-
Daily around 10-20 retailer were interviews. Therefore the whole exercise took around 14 days. Almost all the respondents were very helpful and forthcoming with the information. 26-Dec-08 12 Research Methodology Slide 13: 1. U.S.A.
13. Saudi Arabia
14. Australia 15. New Zealand
17. Sri Lanka
23. West Indies 26-Dec-08 13 International Market’s : The New Delhi unit caters to Punjab, Haryana, Uttar Pradesh, Bihar, Jammu & Kashmir, Himachal Pradesh and Part of Assam. The firm at New Delhi runs four firms offering different products -
Haldiram Manufacturing Co. Ltd. : Nankeens'
Haldiram Marketing Limited : Sweets
Haldiram Snacks (P) Ltd. : Papads
Haldiram India Pvt. Ltd. : syrups & sharbat
The company also operates 3 showroom’s in Delhi, located at Main Mathura Road, Lajpat Nagar and Chandni Chowk. 26-Dec-08 14 Company Growth Plan Slide 15: Our perpetual consistentency
Best packing strategy
Vast market coverage
Number’s of year’s experience
Performance & quality lead to big competition
Staff’s are very sensitive & customer friendly about the complaints 26-Dec-08 15 Mission Slide 16: Due to non availability of the concerned persons question remained unanswered.
Some respondents were not ready to give their turnover i.e. sale volume.
Biasness is the most serious limitation. Although measures have been taken to reduce the biasness but complete elimination of biasness is impossible.
Retailers behavior is studied but the retailers behavior are not assessed correctly because they do not express their feeling correctly, therefore, their perception cannot be assessed correctly.
The reliability of the data to great extend is dependent on the honestly and cooperation of the respondents in providing the information. 26-Dec-08 16 Limitation’s Slide 17: There is high awareness level for different Halidram’s Products amongst the retailers.
From the survey of 250 retailer in Delhi it was noticed that in most of the retailers are keeping Haldiram namkeens.
Market share of Haldiram namkeen is more than double of its competitors.
From the data it’s quite clear that while promoting any brand the foremost considerations are good demand & margins followed by regular supply and next comes brand names.
Average annual sale come out to be highest for Haldiram’s namkeens followed by Lehar, Bikano, local brand like Namkeens, Raja, Shammi, Tingle, Shah, Aone, Rajsi, etc.
Margins as revealed by retailers are highest for local brand followed by Lehar, Bikano and Haldiram’s in that order.
Brand awareness for Haldiram’s product is very high. 26-Dec-08 17 Conclusions Slide 18: Margins as revealed by retailers are highest for local brand followed by Lehar, Bikano and Haldiram’s in that order.
Brand awareness for Haldiram’s product is very high.
There is significantly high brand loyalty for Haldiram’s products amongst the consumers.
Lehar namkeens are equally preferred as Haldiram’s. It is also noticed that young people prefer Lehar’s Aloo Bhujia, Masala Laccha and Kurkure over Haldiram’s. The reasons for this could be that the T.V. advertisement of Lehar has an emotional appeal for the young generation.
Bikano’s Natkhat Nimbu and Crax’s mast mattar are in great demand over Haldiram’s 26-Dec-08 18 Slide 19: 26-Dec-08 19 Thank You ForYourValuable Time