HALDIRAM’S HALDIRAM’S

PRESENTED BY –

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.

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

EVOLUTION

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 FOR RTE

SUPPLIERS

Farmers

Manufacturers Units

Other Vendors

C&F Agents

Distributors

Semi Wholesaler

Retail Shops & Paanwalas

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

POTENTIAL ENTRANTS

Existing Industry Competitors

Small Regional Players

International Players

BUYERS

Corporate Offices

Households

Restaurants & Eateries

Canteens & Factories

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

POTENTIAL ENTRANTS

Existing Industry Competitors

Small Regional Players

International Players

BUYERS

Corporate Offices

Families

Singles & Couples

SUPPLIERS

Farmers

Manufacturers Units

Packaging Suppliers

Other Vendors

BRAND EQUITY

Questionnaire on 15 people covering– Age– TOM– Loyalty– Awareness– Experience of Brand– Competitors of Haldiram

ANALYSIS 18-25 Years

– Preference for Frito Lays or Unbranded chips – Haldiram’s RTE Snacks – More Traditional – Awareness of Haldiram’s – High– Prefer Zipped Pouches– Staff less Presentable, Crowded & Cramped

26-55 Years– Awareness is High– Preference for Unbranded Products– Associate with Quality & Hygiene– Satisfied with Experience

ANALYSIS

Awareness is High Loyalty doesn’t exist Association with completely Indian cuisine Major threat from unbranded snacks High on customers trust so can diversify into

health food industry

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 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 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

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

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 IDENTITY SYSTEM

BRAND PERSONALITY

“Maharaj” known for lip-smacking dishes Male of 40 yrs old of middle or upper middle class A person fond 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

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.

S w e ets an d sna cks V en d o rs G e og rap h ic

S e gm en ta tion

S w e ets an d sna cks V en d o rs D o m es tic a n d in te rna tio na l p la ye rs

C o m pe tit ion

POINTS OF PARITY

For Obtaining Category Membership– Frame of Reference : RTE Packaged Food– High quality products– Excellent packaging stressing hygiene– Increased shelf life of its products– Competitive pricing – Emphasis on consumer satisfaction through

lingering taste

POINT OF DIFFERENCE

Original snack makers of Bikaner – – Credibility with Brand association

Able to use the Indian heritage to promote its authenticity

Nitrogen filled packaging – Increase Shell Life

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’

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

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

Promotion – – Tied with the ‘Profile Advertising’ – Attractive posters, brochures 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.

MARKETING MIX ELEMENTS

BRAND EXTENSION

Restaurant business to cash in on its brand image. in Nagpur amd 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

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

Manufacturing unit C&F Agents Distributors ship them

to retail outlets. 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)

CHALLENGES & OPPORTUNITIES Road Ahead –

– Aggressive competition– Changing customer habits (Western Influx)– Innovative products and retail forms(Food Malls) – Addressing other segments with an inclination to fast food –

such as children, teenagers and college goers. – Venture into other product categories , new snacks with

different variants and flavours backed by sound market research.

– Ideas of offering stickers or tattoos with the pack could also be useful, especially for attracting children

– Company diversifies and tap other regions

Taste VS Health –– Offer low calorie traditional snacks– Brand equity: lower the prices

Product variants and lack of small packs: Cannot experiment Use the franchising route to capitalise on brand equity Exemplars and Established Brand Credibility : Leverage on

the international quality awards Tackle Spurious products and others who want to take free

ride on its brand equity. Sort out the internal differences and become one unit or

consciously separate and become three separate entities

CHALLENGES & OPPORTUNITIES

THANK YOU!!!THANK YOU!!!