Summer Training Project Report on “A Study On Marketing Strategies Of Haldirams”
Submitted in Partial fulfillment of requirement of award of MBA degree of
GGSIPU, New Delhi
Submitted By Bhupinder Gautam !"#$%&"% %rd Sem'("%)("#*
Northern India +ngineering +ngineering ollege ollege 'Affiliated to GGSIPU* -)($, Sha.tri Par/, Delhi)""#% Delhi)""#%
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PREA!E
01earning 2ategori3e. you and pra2ti2ing on that learning .pe2iali3e you 0 +a2h and e4ery theory being taught in a2ademi2 in.titute. 2an only be2ome fruitful if u.ed pra2ti2ally5 6he 6he importan2e of any a2ademi2 2our.e. would gain ad4antage and a22eptan2e of true form7 only through pra2ti2al e8perien2e 59en2e it i. quite ne2e..ary to put theorie. a. into ta./5 6hi. i. made po..ible with .ummer training at any of good 2ompanie. under the e8pert guidan2e of a 2ompetent per.on5 All organi3ation. fa2e 2hange. in their en4ironment. with re.ultant 2hange. in their re.pe2ti4e mar/et and in their ability to .ati.fy their mar/et5 +a2h organi3ation ha. to fa2e new mar/eting problem. and opportunitie. in their e8i.ting and potential mar/et5 6he 2hanging trend. and new ./ill. being adopted by the employee. in .u2h a .y.temati2 way by getting 4ariou. training .e..ion. whi2h help them to ma/e u.e of the.e new trend. and te2hnologie. 5 6hi. pra2ti2al /nowledge ha. made one thing 2lear in my mind that to /eep on the 3enith one ha. to /eep him.elf 2hanging with time5
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A!"#O$%E&'ME#TS
No matter what one a2hie4e. in life he i. alway. a lway. guided and helped by .ome one5 If I ha4e a2hie4ed anything it i. due to the guidan2e and good wi.he. of my mentor.5 I e8pre.. my gratitude to the 2ompany 9aldiram. for gi4ing me the opportunity to 2ondu2t my pro:e2t in their reputed firm5
I remember my parent. with lo4e and re.pe2t who are alway. a great .our2e of in.piration for me5
I pay pay my prof profou ound nd than than/f /ful ulne ne.. .. to Mr5 Mr5 ;5;5 ;5;5 Goya Goyal, l, Manag Manager er Sale. Sale.,, 9ald 9aldira iram m Bhu:iawala 1td5 who helped me at ea2h and e4ery .tep and pro4ided me all the fa2ilitie.5 I am deeply grateful to my pro:e2t guide who ha. helped me in .ol4ing my querie. e4en at the odde.t of hour.5 9e ha. been a 2on.tant guiding for2e and .our2e of illumination for me5 It entirely goe. to her 2redit that thi. pro:e2t ha. attained it. final .hape5 I would li/e to than/ her for her 4aluable ad4i2e and guidan2e5
1a.t but not the lea.t I am e4er grateful to my parent. who .upported me in all my de2i.ion ma/ing < .howered their ble..ing throughout my life <2areer with than/. to all my friend
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TA(%E O !O#TE#TS
Topics
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-) RE.+E$ O %+TERAT,RE
-/01
ompany Profile
Mar/eting mi8
6he brand
on.umer beha4iour analy.i.
ompetition analy.i.
u.tomer 4alue analy.i.
S?@6 Analy.i.
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1) METHO&O%O'2
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Data .our2e.
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3) &ATA A#& A#A%2S+S
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0)!O#!%,S+O# 5) REERE#!ES
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E8ecuti9e summary
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E8ecuti9e summary
A small, sincere and dedicated step towards the fulfillment of my responsibilities and duties ensured me a giant leap to accumulate knowledge and real life exposure to business during my summer training period. My first experience of the corporate world started with a well reputed company HALDIAM!". #he pro$ect assigned to me was challenging and %ery knowledgable from the marketing point of %iew. In relation to the pro:e2t titled, 0A Study @n 6he ompetiti4e Analy.i. and Mar/et De4elopment, 6he purpo.e of thi. pro:e2t wa. to find the li/ing and di.li/ing of the youth 2u.tomer. regarding different brand. with the .tudy of 2ompetiti4e analy.i. and mar/et de4elopment of 9aldiram. with 4ariou. 2ompetitor.5 In fa2t the 2ompany had laun2hed C@U69 PA; that i. &iscount coupon are dou:le edge s;ord < to t=e customers :ecause ;=en customer gets a discount coupon< He> S=e goes to s=o; room of Haldiram?s and :uys anot=er product and t=us =e :ecome a ne; customer of anot=er product of Haldiram?s 5 6hi. plan had been introdu2ed for
targeting the youth .egment5 Sin2e mo.t of the youth are 2ollege goer.5 So I 2hoo.e different in.titute. for 2ondu2ting my .ur4ey5 6he re.ear2h brought out the fa2t that why 9aldiram i. li/ed or di.li/ed5 6he 2au.e of li/ing wa. it. better quality and fre.h produ2t. with lot. of 4aritie. and it al.o pro4ide. better produ2t at a rea.onable pri2e in 2ompari.on to other brand.5
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%+TERAT,RE RE.+E$
6he term produ2t mi8 in2lude. de2i.ion. regarding the quality, feature, .i3e, pa2/aging et25 6he.e produ2t)related a2ti4itie. are dire2ted to a .pe2ifi2 group of 2u.tomer.5 u.tomer. 2on.ider a 0produ2t a. a bundle of .ati.fa2tion rather than a phy.i2al item5
Pri2e mi8 in4ol4e. de2i.ion. regarding the ba.i2 pri2e of the produ2t, di.2ount, allowan2e., 2redit and term. of payment et25 pri2e mean. the money 4alue that the 2u.tomer ha. to pay in e82hange for the produ2t, pri2e mi8 .hould be de2ided /eeping I 4iew. the 2o.t of produ2ing and mar/eting the produ2t, pur2ha.ing power of the target group of 2u.tomer, degree of 2ompetition on in the mar/et et25 6he mar/eter ha. the re.pon.ibility of ma/ing hi. produ2t a4ailable near the pla2e of 2on.umption .o that the 2on.umer 2an ea.ily buy it5 If the brand preferred by the 2on.umer i. not ea.ily a4ailable at a 2on4enient lo2ation, he may buy .ome other brand thu. the a mar/eter ha. to en.ure that hi. produ2t i. a4ailable to the target 2on.umer where4er i. required5 6here are two ma:or area. in pla2e mi8 'i* Mar/eting 2hannel 'ii* Phy.i2al di.tribution
Promotion mi8 2on.i.t of all the a2ti4itie. aimed at per.uading 2u.tomer to buy the produ2t the 4arie. element. of promotion mi8 are a. under 'i* Sale. promotion 'ii* Ad4erti.ing 'iii* Per.onal .elling 'i4* Publi2ity5 Maritz marketing research Inc.
A re.ear2h report 6he que.t for LOYALTY In our bu.ine.., the purpo.e of information i. to pro4ide in.ight, whi2h will help our 2lient. a2hie4e their bu.ine.. goal.5 And for many 2lient., a primary goal i. to a2quire !
and retain profitable 2u.tomer.7 a goal of growth through loyalty5 ?riting about loyalty i. a little li/e trying to e8plain human emotion5 It i. a topi2, whi2h ha. been e8plored, di..e2ted, re.ear2hed and debated5 1oyalty .eem. fairly .imple on the .urfa2e, but you better be in for the long haul on2e you begin to peel away the layer. of the onion5 -or mar/eter. and brand manager. of produ2t. and .er)4i2e., it boil. down to thi. loyalty i. a good thing, and ha4ing more 2u.tomer. who are more loyal i. a goal to whi2h all a.pire5 But there are many que.tion. that a22ompany the que.t5 I. all loyalty equal, or i. it li/e 2hole.terol, with 0good and 0bad loyaltyE 9ow, why, and to what degree are .ati.fa2tion and loyalty relatedE Sati.fa2tion and profitabilityE +mployee attitude.Fbeha4ior. and .ati.fa2tionFloyaltyFprofitabilityE ?hat i. it that 2ompel. a 2u.tomer to be loyal or di.loyal to a brandE I. it the .ame for all type. of 2u.tomer.E -or all indu.trie.E
It wa. the need to an.wer tough que.tion. li/e the.e, whi2h led u. to de4elop the Marit3 +quity -ramewor/5 ?ithin the 2onte8t of the framewor/, equity i. defined a. the .um of an organi3ation. 2ompetiti4e .trength. on 2riti2al bu.ine.. dimen.ion.5 It. thi. framewor/ that allow. u. to pro4ide our 2lient. information with purpo.e5 It pro4ide. a template for planning, re.our2e allo2ation, and mar/eting a2ti4itie.5 It 2an a..i.t de2i.ion)ma/er. by redu2ing ri./ through mar/et)dri4en in.ight5 6he attitudinal and beha4ioral mea.ure., and the equity dri4er. in2lude .ome of the tool. in u.e by mo.t organi3ation.5 It i. the Marit3 +quity Manager, whi2h pro4ide. mar/etpla2e per.pe2ti4e on how to be.t u.e tho.e tool.5 6hi. arti2le will fo2u. on the Marit3 +quity Manager, and how it 2an a..i.t 2ompanie. ma/e de2i.ion., whi2h are mar/et)dri4en5 ?hen e8amined a. a whole, the Marit3 +quity -ramewor/ allow. an organi3ation to under.tand better what i. dri4ing their performan2e in the mar/etpla2e5 Be2au.e Marit3 +quity Manager e4aluate. an organi3ation. equity po.ition relati4e to the .ur4ey5 6he re.ear2her may al.o re2ruit re.pondent. to the web.ite by ad4erti.ing the .ur4ey on a related web.ite5
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By Mr. A. James (Head-high seas research) Stay in tou2h with your lo4ed one.7 after all, your 2u.tomer. are in 2harge5 6hey own the brand, not you 6here. a term 2alled H.ilent attrition5H 6hi. i. when your 2u.tomer. are di.2ontent at one le4el or another, with your brand7 Be it .er4i2e, o4erall brand e8perien2e, return poli2y, et25 the.e people are non)2onfrontational about their 4iew. on what they thin/ about your brand5 So, they pull away quietly5 6hi. i. 4ery dangerou. be2au.e now you4e lo.t a loyali.t and you dont e4en /now why7 and you may ne4er find out ?hat. more, theyre ne4er alone, belie4e me5 Moral of the tale Stay in tou2h7 gi4e your 2u.tomer., whether new or e.tabli.hed, the e8perien2e of a lifetime, and /eep doing it 6hey will .tay with you and dig further into their po2/et. for your premium pri2ed good.5 on4er.ely, there are brand. that 2u.tomer. will not part with .o ea.ily5 6he.e are brand loyali.t. and you4e been doing .omething generationally right, here5 6here are other 4ariable., howe4er, that are not a. 2learly defined a. to why .u2h loyali.t. .tay the 2our.e5 +5g5 Stati.ti2. .how, albeit dependent on a number of different 4ariable. that if your mother, for e8ample, u.ed 6ide detergent, the li/elihood you will when you mo4e out, i. fairly high5 6hi. 2on.umer beha4ior phenomenon i. more my.teriou. and nebulou. than other more tra2/able buying beha4ior. or moti4ation.5 Nonethele.., you .till need to e8er2i.e mar/eting .a44y and again, .tay in tou2h5 alue. and life.tyle., religion and other moti4ation. 2ome into play when 2u.tomer. 2hoo.e what they 2hoo.e and why5 +5g5 If youre .u22e..ful, and youre an e8tro4ert and want to .how your .u22e.., 2han2e. are, youll buy a foreign)made 2are li/e a BM? or Mer2ede., 1e8u. and the li/e5 @ther rea.on. 2ould be be2au.e you belie4e theyre 4ery reliable, they hold their 4alue more than dome.ti2., the quality i. top not2h, they ma/e you feel important5 ?hate4er the rea.on, get to /now your 2u.tomer. and what their 2hanging want. and need. are5 Steve Susi, Funder!"hie# "reative $##icer, Brand S%anking &e' rk, Inc. -Jan*++ -o2u.ing on pri2e beget. brand agno.ti2i.m, and .o, on one le4el it re4ert. the mar/etpla2e ba2/ to the Indu.trial Je4olution5 In tho.e day., ma..)produ2ed good. introdu2ed the world to produ2t parity )) and therefore, the relian2e on differentiation me..aging '.ome new)fangled thing 2alled 0ad4erti.ing*5 Now were left with a .omewhat .imilar playing field5 In.tead of quality a. the 2on.tant, it. pri2e5 Ku.t &
another denominator5 6hi. ma/e. the 0brand braggart the la.t differentiator remaining5 6ho.e 2ompanie. or produ2t. buoyed by the pride of their 2on.umer. will be2ome in2rea.ingly rare, and a22ording to human nature, more magneti2 to the 2u.tomer. who matter mo.t5 6hu., with ro2/)bottom pri2e. minimi3ing the 4alue of, .ay, world)2la.. 2u.tomer .er4i2e, the la.t refuge of the mar/eter i. the ability to fo2u. on the old 0>L of your re4enue 2ome. from your top (L 2u.tomer. rule5 In the popular 4erna2ular, 0?ho. your daddyE ?hy, brand loyalty, of 2our.e5
Pro:lem Statement 6o analy3e 9aldiram. 2ompetitor and 2ompare their .trategie. and 2ome up with re2ommendation. for any problem being fa2ed by it5 6he .trategy being adopted by 1ay. 2urrently i. that of a flan/ atta2/5 @ne of the main point. of a flan/ atta2/ i. that the enemy. wea/ point. are a natural target5 @ne of the bigge.t wea/ne..e. of 9aldiram. ha. been ad4erti.ing5 Mo.t of the publi2ity ha. been word of mouth for 9aldiram.5 But 1ay., being a produ2t of Pep.i -ood., didnt ha4e any problem on thi. front and in fa2t ha. a .trong ad4erti.ing 2ampaign to ba2/ it up5 Al.o with an e8ten.i4e di.tribution networ/, it ha. been able to penetrate the Indian mar/et in area. that probably e4en 9aldiram. ha. not been able too5
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!OMPA#2 PRO+%E
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!OMPA#2 PRO+%E
A True !ele:ration of t=e +ndian Spirit 9aldiram. i. a name that i. a. Indian a. India it.elf5 -or o4er fifty memorable year., 9aldiram. ha. dedi2atedly .er4ed the Indian 2on.umerH. palate5 Perhap. no other land in thi. world boa.t. of .u2h a 4a.t multitude of people, with not only different 2ulture. but al.o ta.te. and .tyle. of li4ing a. well5 And no other brand but 9aldiram. 2an boa.t of finding wide.pread a22eptan2e with all of them5 6he flag.hip brand, 09aldiram. Nam/een, a range of .pi2y 4eteran .na2/., ha. it. finger on the pul.e of thi. .ub2ontinent5 Not to mention, the fre.h Syrup. and ru.he. made from the :ui2ie.t fruit.5 And a 2olorful 4ariety of Indian .weet., neatly pa2/ed in 2ompa2t tin.5 6oday, the 9aldiram. brand ha. be2ome a hou.ehold name a2ro.. the length and breadth of the nation5 It i. a name that people tru.t and rely upon5 In fa2t, it wouldnHt be wrong to .ay that without 9aldiram.7 any 2elebration in India i. in2omplete5 9aldiram. ha. many fir.t. to it. 2redit5 It wa. the fir.t 2ompany in India to brand nam/een.5 6he group al.o pioneered new way. of pa2/aging nam/een.5 It. pa2/aging te2hnique. in2rea.ed the .helf life of nam/een. from le.. than a wee/ to more than .i8 month.5 It wa. al.o one of the fir.t 2ompanie. in India to open a re.taurant in New Delhi offering traditional Indian .na2/ food item. .u2h a. 0panipuri, 02hatpapri, and .o on, whi2h 2atered to the need. of hygiene 2on.2iou. non)re.ident Indian. and other foreign 2u.tomer.5
#e9er !=anging yet E9er !=anging ?here el.e in the world 2an you 2at2h a glimp.e of the pa.t and the future 2oe8i.ting pea2efullyE ?here el.e but India In many way., 9aldiram. refle2t. thi. unique phenomenon5 In the plant., in the wor/ 2ulture and indeed in their thin/ing a. well, where the 2on4entional and the 2ontemporary go hand in hand5 If the 9aldiram. etho. date. ba2/ to 4intage India, it al.o .ignifie. their endea4or to /eep pa2e with the late.t te2hnologi2al de4elopment anywhere in world5 In fa2t 9aldiram. wa. the fir.t 2ompany to .tri2tly follow international .tandard. of hygiene and fre.hne.. with regular laboratory 2he2/. on the raw material and .ea.oning.5 An "(
ad4an2ed manufa2turing plant, a fully automated pro2e..ing unit and high quality in) hou.e pa2/aging are :u.t a few other e8ample. of their ne4er ending pa..ion for produ2t e82ellen2e5 At 9aldiram., quality i. an ob.e..ion and thi. .prit to pro4ide uality Produ2t. ha. gi4en the 2ompany a 2utting edge o4er it. 2ompetitor.5 6he traditional Indian Sweet) Ma/er from a 4ery .mall .et up ha. tran.formed into a full)fledged pro2e..ing food indu.try and i. ta/ing it. ware. beyond the dome.ti2 frontier. to the ?e.tern ?orld5 +n:oyed and tru.ted by a million Indian familie. in India and o4er.ea. a. well, it. .alty .na2/. and .2rumptiou. .weet., meet international .tandard. of hygiene and fre.hne..5 9aldiram. delightful deli2a2ie. tempt the people all o4er the world to .hare thi. e8oti2 Indian treat5 6heir produ2t range. from 6a.ty and Nutritiou. Nam/een., Deli2iou. Sweet., Jefre.hing Syrup., run2hy Papad. to the .na2/ food item. .u2h a. 6a/)a)6a/5 +4eryday, in 2ountrie. a2ro.. the globe, million. 2hoo.e 9aldiram. produ2t. and be.tow their 2onfiden2e upon the 2ompany5 +4en a. emerging international mar/et. are further enhan2ing their e8port potential, 9aldiram. priority .till remain. the .ame ti2/ling, pampering, delighting and indulging the 2on.umer. palate the world o4er5 9aldiram. i. .u22e..fully e8porting it. produ2t. to USA, U;, Au.tralia, Middle +a.t < -ar +a.t ountrie., Germany, Philippine., New Oealand, Nepal, Sri 1an/a, UA+, -ran2e, Spain, Italy, Netherland., Kapan, et25 6hey are an IS@ and 9AP ertified ompany and whi2h are al.o appro4ed by the -DA, USA5
T=e %egacy 9aldiram. i. a name traditionally a..o2iated with quality and ta.te in .weet. and nam/een. for the pa.t .i8 de2ade. in India and abroad5 It made it. mode.t .tart way ba2/ in "&=" in Bi/aner, Ja:a.than a. a family run bu.ine.. and e4en today i. pri4ately owned by the Aggarwal family with Mr5 Manohar Aggarwal a. the +@ of the North India region5 6he brand name 9A1DIJAM B9UKIA?A1A wa. introdu2ed during pre)partition era, whi2h i. "&=", and ha. ne4er loo/ed ba2/ e4er .in2e5 It 4entured into the retail indu.try by opening up a .hop in "&>% in handni how/, whi2h wa. then the 2ommer2ial hub of Delhi5 6he prime fo2u. wa. to .er4e .weet. and nam/een. to the dire2t 2on.umer. and trader.5
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6he group 2ompri.e. of three 2ompanie. ) 9M1, 9aldiram -ood. International 1td5 'Nagpur* and 9aldiram Bhu:iawala 1td5, ;ol/ata, whi2h .hare only the brand name5 6hey ha4e different operational area., with 9M1 2atering to the northern region5 9aldiram -ood. 2ater. to the we.tern and .outhern mar/et. and 9aldiram Bhu:iawala to the ea.tern part5 +n2ouraged by the tremendou. re.pon.e toward. it. produ2t. from e4eryone, 9aldiram. de2ided to go in for up)gradation of te2hnology, pa2/ing and produ2tion5 6hi. wa. made po..ible by the in.tallation of modern, .ophi.ti2ated and .tate)of)the) art te2hnology, plant. and ma2hinery5 6hrough hard wor/, un2ompromi.ing quality and dedi2ated .er4i2e, 9aldiram. be2ame a part of e4ery Indian family and there e8i.ted no .u2h hou.e that did not /now of the brand or it. produ2t., whi2h in2lude not :u.t .weet. and nam/een. but .yrup. and .na2/. a. well5 +8ten.i4e branding a2ti4itie. in the pa.t de2ade are bearing fruit. now, a. the 2ompany i. the undi.puted mar/et leader in the nam/een .egment of the .na2/ food indu.try5 +4en though it ha. 2ome a long way from it. original ha'ai sh% day., the 2ompany i. .till trying hard to 2hange it. traditional image and moderni3e it to .uit a new target audien2e5 ?ith the /ind of infra.tru2ture the 2ompany ha., it i. already gi4ing the more e.tabli.hed international brand. a run for their money5
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$=ere is it today@
9aldiram. ha. !L of the total nam/een mar/et .hare and i. the leader in the organi3ed .weet. mar/et and ha. pi2/ed up in the .na2/ food mar/et of potato 2hip. with 6a/)a)6a/5 6he 2ompany en:oy. top of the mind awarene.. and ha. a loyal 2u.tomer ba.e5 6he 2ompany. e8port. are growing at a 4ery po.iti4e note and the 2ompany on a daily ba.i. regi.ter. a ()%L growth5 6he 2ompany ha. been regi.tering a "#L growth in it. total .ale. e4ery year5 •
Ho; did it get =ere@
9aldiram. rea2hed it. .trong po.ition in the mar/et through .tri2t quality and ta.te 2ontrol mea.ure. made po..ible by the international infra.tru2ture fa2ilitie. made a4ailable for produ2tion by a 4i.ionary leader Mr5 Manohar Aggarwal5 It ha. 2ome a long way from it. initial ha'ai-sh% day. and i. now on the road to be2oming a 2orporate organi3ation5 It wa. the fir.t .na2/ food manufa2turer to lay .u2h high priority on quality 2ontrol and ta.te .tandardi3ation5 6he 2ompany doe. not belie4e in getting into the 2ompetiti4e rat ra2e and i. .ati.fied with it. 2urrent .tatu. in the indu.try5
Mission 0@ur 2on.i.tent quality, be.t pa2/aging .trategy, 4a.t mar/et 2o4erage and e8perien2e ha4e gi4en u. a 2utting edge 4i.))4i. our 2ompetitor.5 @ur natural in2lination to impro4e our performan2e and quality with ea2h pa..ing year ha. ta/en u. way ahead of our neare.t 2ompetitor5 6he people at 9aldiram. are 4ery friendly and .en.iti4e toward. the 2omplaint. from 2on.umer. and trader., whi2h in fa2t are a rare o22urren2e5
A;ards •
9aldiram. bagged the pre.tigiou. +#TER#AT+O#A% A$AR& OR OO& B (E.ERA'ES? awarded by 6rade 1eader. lub in Bar2elona,
Spain in "&&=5 •
6he Group ha. al.o to it. 2redit "ASHA%"AR MEMORA+% A$AR&? pre.ented by All India -ood Pre.er4er. A..o2iation 'Jegd5* in "&&$ at it. Golden Kubilee elebration for manufa2turing the be.t quality food produ2t.5
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(RA#& EC,+T2 A$AR& *776? wa. awarded by Progre.. 9armony De4elopment hamber of ommer2e < Indu.try in re2ognition of 2reating .u22e..ful Indian Brand 9A1DIJAM5
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APE&A EDPORT A$AR& -*/--? , awarded by Agri2ultural <
Pro2e..ed -ood Produ2t. +8port De4elopment Authority for the out.tanding 2ontribution to the promotion of Agri2ultural < Pro2e..ed -ood Produ2t. during the year (")((5 •
MERA &E%H+ A$AR& F -3? for the e8emplary 2ontribution in the field of e8port5
!ertifications 9aldiram. ha. the following quality 2ertifi2ation. •
IS@ &(
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9AP
E8ports 9aldiram. Group had fore.een the growth potential in the fa.t food indu.try, whi2h wa. growing by leap. and bound.5 Nam/een. wa. one of the area. whi2h wa. mo.t .ought after and the 2ompany, without lagging behind, had .et up the mo.t modern plant ad:a2ent to the outlet at Main Mathura Joad e82lu.i4ely for the manufa2ture of Nam/een.5 6hi. plant wa. .et up in the year "&&! under the .teward.hip of Mr5 Pan/a: Aggarwal, a young, dynami2 entrepreneur with a flair for modern te2hnique. of management, leader.hip, open 4i.ion and re.ult orientation5 Under the leader.hip of Mr5 Pan/a: Aggarwal, who i. 2urrently al.o the Managing Dire2tor of 9aldiram. Group, the pa2/aging, quality and 2ompetiti4e pri2ing .trategie. of the 2ompany ha4e be2ome the hall mar/ of 9aldiram. Nam/een and with the in.tallation of .tate)of the)art manufa2turing equipment from the U5S5A, the 2ompany ha. al.o .tarted manufa2turing potato produ2t. and ha. been able to in2rea.e it. mar/et .hare among.t .tiff 2ompetition from multinational giant. .u2h a. -rito 1ay.5 Needle.. to .ay, the 2ompany i. e8porting it. produ2t. to 4ariou. part. of the ?orld 4i35 U5S5A5, anada, U5;5, +urope, Middle +a.t, -ar +a.t, Mo.2ow, Au.tralia, New Oealand, Sri 1an/a, Nepal, Kapan, 6hailand, et25 and i. on the thre.hold of penetrating
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other. part. of the world, than/. to the wide.pread Indian 2ommunity in 4ariou. part. of the world5 It i. en2ouraging to note that the group i. re2ei4ing po.iti4e enquire. from pro.pe2ti4e 2lient. aboard and i. quite 2onfident to fully meet their demand with po.iti4e attitude, per.onali3ed .er4i2e and quality produ2t.5 ontinuou. effort. are being initiated to ma/e .ure that 9aldiram. rea2he. the untapped mar/et. aboard and earn. 4aluable foreign e82hange for the 2ountry5
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MAR"ET+#' M+D Product
9aldir 9aldiram am.. offer. offer. a wide wide range range of produ2 produ2t. t. to it. 2u.tom 2u.tomer.5 er.5 6he produ2 produ2tt range range in2lude. nam/een., .weet. .harbat., ba/ery item., dairy produ2t., 2hip., pappad and i2e 2ream.5 9owe4er nam/een. remain the main area of fo2u. for the group a. it 2ontribute. 2lo.e to $L of it. total re4enue.5 By .pe2iali3ing in the manufa2turing in the nam/een mar/et the 2ompany ha. 2reated a ni2he mar/et5 6he raw material. u.ed to prepare nam/een. are of be.t of quality and are .our2ed from all o4er India5 9aldiram. 2u.tomi3e. it. produ2t. to .uit the ta.te. and preferen2e. of 2u.tomer. from different part. of India5 It laun2hed produ2t., whi2h 2atered to the ta.te. of people belonging to .pe2ifi2 region.5 -or e8ample it laun2hed Muru//u. a .outh Indian Sna2/ and hennai Mi8ture for .outh Indian 2u.tomer.5 Similarly 9aldiram. laun2h laun2hed ed bhelp bhelpuri uri /eepin /eeping g in mind mind 2u.tome 2u.tomer. r. re.idin re.iding g in we.tern we.tern India5 India5 6he 6he 2ompany offered 2ertain produ2t. .u2h a. Na3arana, Pan2hratan and Premium only during the fe.ti4al .ea.on in gift pa2/.5 6he.e mea.ure. ha4e helped 9aldiram. 2ompete effe2ti4ely in a mar/et that i. flooded with a 4ariety of .na2/ item. in different .hape., .i3e. < fla4or.5 It ha. al.o re2ently laun2hed bi.2uit. bi.2uit. < 2oo/ie.5 6able 6able "5( on the following page .how. the li.t of 9aldiram. produ2t.
">
Table Table 1.1G 1.1G Product %ist #amkeens - 'ms
3 'ms
"5 Plain Bh Bhu:ia :ia
"5 Plai Plain n Bhhu Bhhu:i :iaa
(5 Bhu:ia
(5 Bhhu:ia
%5 ;ara ;aran2 n2hy hy Mi8t Mi8tur uree
%5 Na4rattan
=5 Na4rattan
=5 ;hatt hattaa Meet Meeth ha
#5 Nut ra2/e 2/er
#5 Ma.a Ma.ala la Moon Moong g Dal Dal
$5 ;hatt hattaa Meet Meeth ha
$5 Moong Dal
!5 Bom Bombay bay Mi8 Mi8ture ture
!5 Nut ra2/er
>5 hana Dal
>5 Dal Bi:i
&5 Ma.a Ma.ala laMo Moon ong g Dal Dal
&5 All in @ne
"5 Moong Moong Dal Dal
"5 Aloo Bhhu:ia Bhhu:ia
""5 ""5 Boondi Boondi Ma.ala Ma.ala
""5 ""5 hana Kor Garam Garam
"(5 Boondi Boondi Plain
"(5 ;a.hmiri ;a.hmiri Mi8tur Mi8turee
"%5 Dal Bi:i Bi:i
"%5 9ara 9ara hiwda hiwda
"=5 "=5 Ghat Ghatia ia
"=5 ornfla/e. ornfla/e. Mi8ture Mi8ture
"#5 ;abli ;abli hana hana
"#5 ;a:u Mi8ture Mi8ture
"$5 Bha4nagri Bha4nagri Se4
"$5 Pan2hr Pan2hratta attan n 75 Gms
"!5 Aloo Aloo Ma.ala Ma.ala ">5 ">5 Math Mathri ri
"5 Bhhu:ia
"&5 "&5 Samo Samo.a .a
(5 Na4rattan
(5 Bhelpu Bhelpuri ri
%5 ;hatt hattaa Meet Meeth ha
("5 All in in @ne @ne
=5 Moong Dal #5 Nut ra2/er $5 Alo Aloo Bhhu hhu:ia :ia !5 Boon Boondi di Plai Plain n >5 Boon Boondi di Ma.a Ma.ala la &5 Nimbu Ma Ma.al .ala "5 Peanut Peanut Salted ""5 ""5 Ma.ala Moong Moong Dal 1 'ms
"&
((5 Aloo Bhhu:ia Bhhu:ia
"5 Nut ra2/er
(%5 Nimbu Nimbu Ma.ala Ma.ala
(5 Pean Peanu ut Salt Salted ed
(=5 1ong 1ong Se4 Se4
%5 Aloo Bh Bhu:ia :ia
(#5 Methi Methi Se4 Se4
=5 Bhu:ia
($5 Peanut Peanut Salted
#5 Na4rattan
(!5 Peanut Peanut Ma.ala Ma.ala
$5 Moong Da Dal
(>5 hana Kor Garam
!5 ;hatt hattaa Meet Meeth ha
(&5 Bombay Bombay hana hana
>5 Nimbu Ma Ma.al .ala
%5 ;a.hmiri ;a.hmiri Mi8tur Mi8turee %"5 ornfla/e. ornfla/e. Mi8tur Mi8turee %(5 9ara hiwda hiwda Mi8tur Mi8turee %%5 Mint Mint 1a2hha 1a2hha %=5 hilli hilli hata/ 1a2hha 1a2hha %#5 ;a:u ;a:u Mi8ture Mi8ture %$5 Pan2hr Pan2hratt attan an %!5 Shahi Mi8ture Mi8ture
(
04 'ms "5 ;ahmiri Mi8ture (5 ornfla/e. Mi8ture %5 ;a:u Mi8ture S;eets
Syrups 5 M%I
"5 Ja.gulla '" ;g 6in Pa2/*
"5 Jo.e Syrup
(5 Kamphal '" ;g 6in Pa2/*
(5 ;hu. Syrup
%5 ham ham '" ;g 6in Pa2/*
%5 @range ru.h
=5 ;e.ar Ja.bhari '" ;g 6in Pa2/*
=5 Pineapple ru.h
#5 ;alam Petha '" ;g 6in Pa2/*
#5 1emon ru.h
$5 ;ea.ar Ganderi '" ;g 6in Pa2/*
$5 Mango ru.h
!5 Ja: Bhog '" ;g 6in Pa2/*
!5 ;ala ;hatta
>5 Dry Petha
>5 Badam ;e.aria
&5 ;ara2hi 9alwa '(#F# Gm.*
&5 6handai ;e.aria
"5 Soan Papdi '(#F#F" Gm.* ""5 Soan a/e '(#F# Gm.* !an Packs Peris=a:le S;eets "5 Moti hoor 1adooFBoondi hoor 1adoo
"5 Bombay Mi8ture
(5 Plain Burfee
(5 Aloo Bhu:ia
%5 Dhoda Burfee
%5 ornfla/e. Mi8ture
=5 Moong Dal Burfee
=5 Pan2hrattan
#5 Be.an 1adoo
#5 ;hatta Meetha !ookies
$5 Atta 1adoo !5 Pinni
"5 Keera oo/ie. '!#F% Gm.*
>5 ;a:u Gun:ia
(5 Atta oo/ie. '!#F% Gm.*
&5 An:eer Burfee
%5 A:wain oo/ie. '!#F% Gm.*
"5 Mi8 Sweet. ""5 Mi8 Sweet. !# Gm.
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=5 o2onut oo/ie. '!#F%
'ift Packs
Gm.*
"5 Nam/een Na3rana
#5 Butter Badam oo/ie.
(5 Sweet Spi2y
'!#F% Gm.*
%5 Meetha hatpata =5 6hoda Sa Meetha 6hoda Sa Nam/een
$5 ;a:u Pi.ta oo/ie. '!#F% Gm.*
#5 Meethe Meethe Pal
!5 ho2o hip oo/ie. '!#F%
$5 Double Ma3aa
Gm.*
Ready To Eat ood "5 Panipuri '%= Gm.* (5 Bhelpuri '"$F%( Gm.*
Pickles
!=ips
"5 Mango Pi2/le '=F" Gm.*
"5 la..i2 Salted '=F"
(5 1ime Pi2/le '=F" Gm.*
Gm.*
%5 hilli Pi2/le '=F" Gm.*
(5 Pudina '=F" Gm.*
=5 Mi8 Pi2/le '=F" Gm.*
%5 Pepri2a '=F" Gm.* =5 Ma.t Ma.ala '=F" Gm.* #5 6a/ata/ '##F"( Gm.*
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#amkeens
Sa4ourie. or nam/een., a. they are /nown, i. where the 9aldiram. .tory began5 Sa4oury .na2/. ha4e been a part of Indian food habit .in2e age.5 6hey are normally 2on.umed at teatime5 6he 4ariety i. almo.t mind)boggling with .pe2ialtie. from all region., whi2h ha4e gained national a22eptan2e5 6he 2ompany ha. a team of e8perien2ed Bi/aneri nam/een ma/er. who employ te2hnique. that ha4e remained un2hanged for o4er two hundred year.5 6hey u.e the mo.t high quality and original ingredient.5 So mu2h .o, that e4en the .pi2e. are grinded in .pe2ial .pi2e grinder. to gi4e that original Bi/aneri fla4our whi2h no one el.e 2an deli4er5 Small wonder then that, they ha4e managed to 2apture a lion. .hare of the mar/et5 And today Hadiram/s i. a name .ynonymou. with authenti2ity in nam/een.5
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S;eets
Sweet., whi2h i. mu.t for .ome, an indulgen2e for other.7 and for 9aldiram. another area to e.tabli.h it. .uperior quality5 9aldiramH. .weet. ha4e found their way into million. of hou.ehold. and left behind an after ta.te of great .ati.fa2tion, whi2h i. not .urpri.ing be2au.e all the .weet. here are made traditionally, by e8pert 2oo/. u.ing the fre.he.t and pure.t ingredient. ea2h day5 After whi2h they are te.ted for quality and ta.te5 9aldiram. .weet. are /nown for their range too5 Deli2iou. .weet. li/e Ja.gulla., Kamphal 'GulabKamun.*, Ja: Bhog, Nargi.i Joll., are hot fa4ourite. among people in India and a2ro.. the world5 6he fa2t that 9aldiram. .weet. are pa2/aged and tinned in me2hani3ed plant., whi2h gi4e. them a long .helf life of about "( month., i. al.o of great .ignifi2an2e5 •
Syrups
Imagine a hot .ummer day and a tall gla.. of 2hilled orange 2ru.h to 2ool you down5 @r a gla.. of hot badam mil/ for a 2old winter night5 Sound. deli2iou., doe.nHt itE And 9aldiramH. range of 2ru.he. and .herbet. are another fine e8ample of it. plan to di4er.ify and be pre.ent in e4ery .phere of the food mar/et5
Price 9aldiram. offer. it. produ2t. at 2ompetiti4e pri2e. in order to penetrate the huge unorgani3ed mar/et of nam/een. and .weet.5 •
6he 2ompany pri2ing .trategy ha. ta/en into 2on.ideration the pri2e 2on.2iou. nature of 2on.umer. in India5 9aldiram. ha. laun2hed nam/een. in .mall pa2/et. of % gram., pri2ed a. low a. J.5 #5 6he 2ompany al.o laun2hed nam/een. in # different pa2/. with pri2e. 4arying a22ording to their weight.
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6he pri2e. al.o 4ary on the ba.i. of the type of nam/een. and the raw material. u.ed to manufa2ture it5 6he 2o.t of metalli3ed pa2/ing al.o ha. an impa2t on the pri2e, e.pe2ially in the 2a.e of .na2/ food.5
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6he 2ompany re4i.e. the pri2e. of it. produ2t. upward. only when there i. a .teep in2rea.e in the raw material 2o.t. or if additional ta8e. are impo.ed
Place 6he 9aldiram. produ2t. are di.tributed all o4er the 2ountry and out.ide 2ountry al.o5 9aldiram. i. .u22e..fully e8porting it. produ2t. to USA, U;, Au.tralia, Middle +a.t < -ar +a.t ountrie., Germany, Philippine., New Oealand, Nepal, Sri 1an/a, UA+, (%
-ran2e, Spain, Italy, 9olland, Kapan, et25, 9aldiram. i. an IS@ and 9AP ertified ompany and i. appro4ed by -DA, USA5 •
9aldiram. ha. de4eloped a .trong di.tribution networ/ to en.ure the wide.t po..ible rea2h for it. produ2t. in India a. well a. o4er.ea.5 -rom the manufa2turing unit, the 2ompany. fini.hed good. are pa..ed on to the 2arrying < forward '<-* agent5 <- agent. pa..e. on the produ2t. to di.tributor., who .hip them to retail outlet.5 ?hile the Delhi unit of 9aldiram. ha. (# <- agent. and ! di.tributor. in India, the Nagpur unit ha. (# <- agent. and %!# di.tributor.5 9aldiram. al.o ha. %# .ole di.tributor. in the international mar/et5 6he Delhi and Nagpur unit. together 2ater to 5$ million. retail outlet. in India5
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<- agent. re2ei4e a 2ommi..ion of around #L while di.tributor. earn margin. ranging from >L to "L5 6he retail outlet. earn margin. from "=L to %L5 At retail outlet le4el, margin. 4ary a22ording to the weight of pa2/. .old5 Jetailer. earn more margin. ranging from (#L to %L by .elling %gm. pou2he. 'pri2ed at J.5#* 2ompared to the pa2/. of higher weight.5
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Apart from the e82lu.i4e .howroom. owned by 9aldiram., the 2ompany offer. it. produ2t. through retail outlet. .u2h a. .upermar/et., .weet .hop., pro4i.ion .tore., ba/erie. and i2e 2ream parlor.5 6he produ2t. are al.o a4ailable in publi2 pla2e. .u2h a. railway .tation. and bu. .tation. that a22ount for a .i3eable amount of it. .ale.5
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9aldiram. produ2t. en:oy phenomenal goodwill and .to2/i.t. 2ompete with ea2h other to .to2/ it. produ2t.5 Moreo4er .weet .hop. and ba/erie. .to2/ 9aldiram. produ2t. de.pite the fa2t that the 2ompany. produ2t. 2ompete with their own produ2t.5
A) &istri:ution !=annel Structure Fig 2.1G Outside &el=i Haldiram?s OrganiJation
!B
&istri:utor
(=
Retailer
!onsumers
Fig. 2.2G $it=in &el=i
Haldiram?s OrganiJation
&istri:utor
Retailer
!onsumers
() unctions Performed :y t=e !=annel Mem:er •
6he main fun2tion. of different 2hannel member. are to .upply good., to a2hie4e target. and to in2rea.e .ale.5
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@ne of the main fun2tion. of <- agent. i. to a2hie4e the target. a..igned to them5 6hey are re.pon.ible for all the a2ti4itie. of their area.5
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Ma8imum .ale of the 9aldiram. produ2t. 2ome. from the Nan/een. and other pa2/ed produ2t. whi2h i. nearly J.5(# 2rore yearly5
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6he .ale of other good. in2luding the .ale. of it. entire outlet i. around J.5"# 2rore5
!) Selection of !=annel mem:ers hannel. member. are .ele2ted if the following fa2ilitie. are a4ailable ) (#
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?arehou.e -a2ilitie.
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+8perien2e .ale per.on.5
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an, tru2/, three)wheeler. for tran.portation5
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Jegi.tered offi2e5
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Proper 2omputer fa2ility for maintaining a22ount.5
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-inan2ially .trong
&) Order processing •
Sale. per.on. of <- agent. and di.tributor. go to the retailer. of their area. and bring the order daily5 After that they gi4e order in the orporate @ffi2e of 9aldiram. in Mathura road to the general manager5 -rom 2orporate offi2e general manager gi4e. order in the fa2tory5 'NodiaFGurgaonFMathura Joad*
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A. the order i. ready to deli4er and on 2onfirming from the 2orporate offi2e, the good. are deli4ered in the tru2/.5
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@rder. within Delhi and the pla2e. near Delhi 'li/e Meerut* are deli4ered within (= hour.5
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@rder. out.ide Delhi are deli4ered a22ording to the di.tan2e5 It ta/e. from (= hour. to !( hour.5
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+4ery di.tributor and <- agent ha. a fi8ed day in a wee/ to gi4e an order5
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9aldiram. ha. it. own warehou.e, whi2h i. managed by it. own .taff5
($
E) P=ysical mo9ement of t=e goods 6he order of 9aldiram. i. deli4ered by tru2/5 9aldiram. pay. the e8pen.e. for tran.portation of the good.5
Promotion 9aldiram. produ2t promotion had been low /ey until 2ompetition inten.ified in the .na2/ food. mar/et5 6he 2ompany tied with Profile Ad4erti.ing for promoting it. produ2t.5 Attra2ti4e po.ter., bro2hure. and mailer. are de.igned to enhan2e the 4i.ibility of the 9aldiram. brand5 •
Different 4arietie. of po.ter. are de.igned to appeal to the ma..e.5 6he pun2h line for 9aldiram. produ2t. wa. Alway. in good ta.te5 Ad4erti.ing depi2ting the entire range of 9aldiram. .weet. and nam/een. were publi.hed in the print media 'maga3ine. and new.paper.*5 6he.e ad4erti.ement. had 2aption. .u2h a. million. of tongue. 2ant go wrong, what are you waiting for, DiwaliEE and ;eeping your ta.te bud. on their toe.5
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6o in2rea.e the 4i.ibility of the 9aldiram. brand, the 2ompany ha. pla2ed it. hoarding. in high traffi2 area. .u2h a. train .tation. and bu. .tation.5 Po.ter. are de.igned for di.play on publi2 tran.port 4ehi2le. .u2h a. bu.e. and hoarding.5
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aption. are de4eloped that fo2u. on indi4idual produ2t. .u2h a. yeh 2orn hai 'thi. i. 2orn*, 2hota .amo.a Q big ma3aa '.mall .amo.a) big entertainment* yeh /a.hmiri mi8 /hoob :amega and oo3ing with ta.te 'for Ja.goola.* promoted indi4idual produ2t. 5
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Spe2ial bro2hure. are de.igned for tho.e 2u.tomer. who want to /now more about 9aldiram. produ2t.5 6he bro2hure. de.2ribe the produ2t. and gi4e information about the ingredient. u.ed to ma/e tho.e produ2t.5 Mailer. are al.o .ent to loyal 2u.tomer. and important 2orporate 2lient. a. a to/en of appre2iation for their patronage5
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Packaging i. an important a.pe2t of 9aldiram. produ2t promotion5 Sin2e
nam/een. are impul.e pur2ha.e item., attra2ti4e pa2/aging in different 2olor. influen2e. pur2ha.e.5 9aldiram. u.e. the late.t te2hnology 'food item. were pa2/ed in nitrogen filled pou2he.* to in2rea.e the .helf life of it. produ2t.5 ?hile the normal .helf life of a .imilar produ2t i. under a wee/, the .helf life 9aldiram.
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produ2t i. about .i8 month.5 6he 2ompany pro:e2t. the .helf life of it. produ2t. a. it. unique .elling propo.ition5 •
Po.ter. highlighting the .helf life of it. produ2t. 2arried the 2aption .i8 month. on the .helf and .i8 .e2ond. in your mouth5
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During fe.ti4al .ea.on, 9aldiram. produ2t. are .old in attra2ti4e loo/ing .pe2ial gift pa2/.5
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6he .howroom. and retail outlet. of 9aldiram. gi4e importan2e to the point of pur2ha.e 'P@P* di.play.5 9aldiram. .na2/. are di.played on .pe2ial ra2/., u.ually out.ide retail outlet.5 6he .howroom. ha. .ign board. di.playing mouthwatering deli2a2ie. with 2aption. .u2h a. hine.e Delight, Simply South, 6he /ing of all 2hat.5 Po.ter. 2ontaining a brief a22ount of the hi.tory of 9aldiram. along with pi2ture. of it. produ2t. are al.o di.played at the.e .howroom.5
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9aldiram. ha. al.o di4er.ified into the re.taurant bu.ine.. to 2a.h on it. brand image5 6he 2ompany ha. e.tabli.hed $ re.taurant. o4erall in India5 6he re.taurant at Nagpur de4i.ed an inno4ati4e .trategy to in2rea.e it. bu.ine..5 It fa2ilitated people who were tra4eling by train to order food from pla2e. where .to2/i.t. of 9aldiram., Nagpur unit were lo2ated5 6he 2u.tomer 2ould order for lun2hFdinner by .ending a demand draft or a 2heque to the Nagpur unit or gi4ing the .ame to .pe2ified lo2al di.tributor. belonging to the Nagpur unit5 Along with the DDFheque, 2u.tomer. had to pro4ide information .u2h a. the .ame name of the train, it. li/ely time of arri4al at Nagpur, their name. and 2oa2h and .eat number.5
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9aldiram. re.taurant. in Delhi al.o u.e inno4ati4e way. to attra2t 2u.tomer.5 6he re.taurant. lo2ated at Mathura and 1a:pat Nagar ha4e .pe2ial play area for 2hildren5
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6o 2ater to NJI. and foreign touri.t., who he.itate to 2on.ume .na2/ food. .old by the road.ide 4endor. .in2e they do not prepare the food. in a hygieni2 manner, 9aldiram. re.taurant u.e. .pe2ially purified water to ma/e .na2/ food. in2luding 0%ani %uri/ < 0chat %aa%ri/ 5
6he.e promotional .trategie. ha4e helped 9aldiram. to 2ompete effe2ti4ely with the lo2al re.taurant 2hain. .u2h a. Nathu., Bi/anerwala and Aggarwal. and with we.tern fa.t food 2hain. .u2h a. M2 Donald. and Pi33a 9ut5 (>
A) Ad9ertising Strategy 9aldiram. ad4erti.ement. ha4e traditionally been 2opy hea4y for 4ariou. rea.on. and do not ha4e any fa2e, /nown or otherwi.e, atta2hed to them5 6hey are graphi2 hea4y a. well with e8tremely 4ibrant u.e of 2olour5 It. ad4erti.ement. earlier had a mature approa2h with the ba.e line 0Alway. in good ta.te, but of late due to a .hift in target audien2e the ba.e line of the ad4erti.ement. too ha. been 2hanged to 0+4ery 3uban pe5 6hi. year, an otherwi.e 2on.er4ati4e 2ompany, it ha. upped ad budget. by more than $L to J. " 2rore ) .till a far 2ry though from 1ay. whi2h .pend. o4er J. % 2rore annually5 But the.e ad. were for what it 2all. it. Rnew generation produ2t.H ) 2hip., fun2hee., ma.ala ball. and 6a/a)ta/5
aI .isual '6ypography, 1ayout* 9aldiram. typography 2ontain. a 4ery .tyli3ed and .ophi.ti2ated font .tyle, whi2h 2on4ey. the image and the per.onality of the brand5 6he layout i. pi2ture hea4y with e8ten.i4e u.e of 2olour .o a. to ma/e the ad4erti.ement attra2ti4e and tempting, whi2h i. true of any food ad4erti.ement5
:I .er:al opy Style* Initial ad4erti.ing of the brand 2ontained long 2opy but thi. phenomenon ha. re2ently 2hanged a. the 2ompany i. now going in for a 4ery pre2i.e and 2lear form of 2ommuni2ation in an informal manner5
cI Attitudinal 9aldiram. ad4erti.ement. are not attitudinal in nature but are rather formal and mature5 6hi. trend i. .teadily 2on4erting into a more informal, rela8ed and hingli.h .tyle5
(&
THE (RA#&
+ntroduction 6he food indu.try in India i. fore4er 2hanging to .uit their 2on.umer. palate, preferen2e and po2/et5 All the player. in the indu.try thu., ha4e to 2on.tantly adapt to fthe e4er)2hanging trend. and in4ent and re)in4ent them.el4e. to .tay in the league5 9aldiram. 2ompete. on the ba.i. of numerou. fa2tor. in2luding brand re2ognition due to di.tin2t pa2/aging, produ2t quality, traditional ta.te and authenti2 Indian fla4our5 6he 2ompany. timely introdu2tion of new produ2t. and line e8ten.ion ha. played a ma:or part in the buying beha4iour of 2on.umer. a. well5 A word of 2aution for the 2ompany though i. that it .hould 2on2entrate on it. branding a2ti4itie., whi2h will be it. .a4ing gra2e in the future5 A. the 2ompetition toughen. the only thing to .ee a 2ompany through would be it. ability to adapt to 2hange, .hare of .pa2e and .hare of 4oi2e in the mar/et5 -igure %5" on the following page .how. the +le4en Brand Definition.
Ele9en (rand &efinitions Fig 1.2 +le4en Brand Definition. PJ@DU 6
BJAND
BJAND
+UI6C BJAND
BJAND NAM+
PJ@P+J 6C
BJAND
HA%&+RAM? S
MN+M@ NI
BJAND P@SI6I@ NING
BJAND @J+ A1U+
BJAND
BJAND P@SI6I@ N
BJAND P+JS@N A1I6C
%
9AJA 6+J
aI Product 9aldiram. produ2t. are traditional high quality Indian .weet., nam/een. and .na2/ food item. at a premium yet affordable pri2e5 6hey were the fir.t in India to u.e .tate) of)the)art te2hnology for manufa2turing traditional Indian .na2/ item. thu. .etting quality .tandard. and impro4ing the .helf life of the produ2t. a. well5
:I (rand ?hen it 2ome. to .weet., nam/een. and .na2/ food item., 9aldiram. i. a name tru.ted a2ro.. the Indian .ub)2ontinent5 It i. a name a..o2iated with high quality and traditional ta.te5
cI (rand #ame 6he brand name 9aldiram. 2ame from the owner. forefather. and one thing i. 2lear, the name ha. been 2ho.en on a purely per.onal ba.i.5 ?hat wa. 2ho.en a. a name for the 2ompany de2ade. ago ha. today re4olutioni3ed the way we loo/ at the ethni2 .na2/ food indu.try5
dI (rand !ore .alues 9aldiram. brand 2ore 4alue. are quality, ta.te, 4ariety, traditional and 4ery Indian5
eI (rand !=aracter 6he brand 2hara2ter of 9aldiram. that di.tingui.he. it from it. main 2ompetitor -JI6@ 1ACS i. it. traditional Indian ta.te5
fI (rand Personality It i. not the brand alone but the manner in whi2h the brand pre.ent. it. 2hara2teri.ti2.5 9aldiram. depi2t. the per.onality of a man, who i. rooted in hi. tradition out of 2hoi2e and not 2ompul.ion5 9e i. 4ery Indian in hi. ta.te., 2hoi2e. and beha4ior and put. a high premium on quality a. well5
gI (rand Position 6hi. refer. to the 2on.umer. pla2ement of a 2ompany 4i.))4i. it. 2ompetitor.5 9aldiram. ha. al.o been rated a. the .e2ond fa.te.t growing -MG ompany in India, ha. !L of the total mar/et .hare in the nam/een. 2ategory and i. po.ing to be the bigge.t threat to the multinational giant -JI6@ 1ACS in the .na2/ food mar/et5 A. far a. the .weet. and nam/een. are 2on2erned it i. the undi.puted leader in the organi3ed .e2tor5
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It. po.ition in term. of pri2ing i. premium yet affordable5 It en:oy. top of the mind re2all and awarene.. in it. target audien2e but thi. 2ould 4ery ea.ily be .ub4erted if the 2ompany doe. not bring into pla2e .trong branding .trategie. immediately5
=I (rand Positioning 9aldiram. ha. uniquely po.itioned it. brand5 It ha. po.itioned it.elf a. a premium .egment produ2t a4ailable to all tho.e who 2an afford it5 It i. in not per2ei4ed to be 2heap but doe. offer good 4alue for money gi4ing high priority to quality and ta.te .tandardi3ation throughout it. outlet., whi2h are .uitably lo2ated in po.h area. of the 2ity5 Initially the brand 2atered only to the %# 2ategory with it. po.itioning .tatement 0Alway. in good ta.te but lately the 2ompany ha. .tarted to target /id. and teenager. a. well with a hingli.h ba.eline 3very zu4an %e5 9aldiram. ha. al.o gained an edge o4er it. 2ompetitor. by minimi3ing promotion 2o.t.5 9aldiram. on2e wa. :u.t another .weet ma/er but it had mo4ed into trained brand. by impro4ing the produ2t quality and pa2/aging5 6hrough it. 2le4er produ2t. < brilliant di.tribution it ha. mo4ed into the .tar 2ategory of brand.5
iI Mnemonic ?hene4er one thing. of a brand, the fir.t thing that 2ome. to the mind that remind. u. of :u.t the brand and not the feature. atta2hed to it i. 2on.idered a. the mnemoni2 for that brand5 In 9aldiram. 2a.e it i. not a4ailable a. yet but i. under 2on.ideration5 -or the time being the logo it.elf 2ould be ta/en a. the mnemoni2 for the brand5
jI (rand Property It i. the memory de4i2e, whi2h not only remind. the 2on.umer. of the brand name but al.o it. 2ore 4alue.5 In 2a.e of 9aldiram. the brand property would be it. red and white .tyli3ed logo and it. ba.e line 3very zu4an %e whi2h i. remini.2ent of the fa2t that the brand i. an e.tabli.hed one with top of the mind re2all5
kI (rand EKuity In 2a.e of 9aldiram. the brand equity i. it. !L holding of the entire mar/et for nam/een., it. undi.puted leader.hip in the .weet. 2ategory and al.o top of the mind re2all among.t the target audien2e. 4i.))4i. the 2ompetitor. in the .weet. and nam/een mar/et a2hie4ed through de2ade. of quality and ta.te 2ontrol mea.ure.5 6he ta.te that 9aldiram. pro4ide. through it. produ2t. i. 4ery Indian and yet it maintain. international quality .tandard.5 %(
!O#S,MER (EHA.+O,R A#A%2S+S of Haldiram’s #AM"EE#S
+4er .in2e the Indian 2on.umer .tarted .howing an intere.t in the branded and pa2/aged namkeens, there ha. been a .purt in the number of player. in thi. .egment5 9aldiram. i. the undi.puted leader in thi. .egment5 But today the 2on.umer. ha4e a lot of option. and 4ariety to 2hoo.e from and .o a 2on.umer .ur4ey i. imperati4e to .tudy the buying trend. and pattern.5 6he ob:e2ti4e. of the underta/en .tudy are to analy3e •
6he mo.t fa4orable 2hoi2e of namkeens
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-a2tor. influen2ing buying beha4ior
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6ype of Buying beha4ior
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Brand loyalty
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Sub.titutability of the produ2t
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-uture e8pe2tation. of the buyer.
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!OMPET+T+O# A#A%2S+S +ntroduction
6o retain and e8pand it. mar/et .hare for higher profitability a 2ompany mu.t under.tand it. 2ompetiti4e en4ironment5 It mu.t /now it. 2ompetitor., their .trategie., the .trength. and their wea/ne..e.5 6he ma:or ob:e2ti4e. of thi. 2ompari.on are to Analy3e 9aldiram. 2ompetition 'in Nam/een. Segment* from an indu.try and • mar/eting point of 4iew •
Analy3e the intrin.i2 long run profit attra2ti4ene.. through Porter. # for2e model
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-ormulation of 2ompetiti4e .trategie.
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Study the de.igning of 2ompetiti4e .trategie.
!ompetitors of Haldiram?s in #amkeen SegmentI
6he following are the ma:or 2ompetitor. of 9aldiram. •
-rito 1ay.
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Bi/ano
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M6J
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Unorgani3ed Se2tor
9owe4er the 2ompari.on i. re.tri2ted to -rito 1ay., a. thi. i. the 2lo.e.t 2ompetitor of 9aldiram.5 %e9els of !ompetition 6hi. analy.i. 2o4er. all four le4el. of 2ompetition for 9aldiram. Brand, Indu.try, -orm and Generi25 5a4e 6.2 : 1e4el. of ompetition (rand
+ndustry
Bi/ano, -rito 1ay., M6J, 1ehar, Unorgani3ed Se2tor
Differentiated @ligopoly
orm
6raditional .na2/. li/e Samsa, 7achr i , et25, Burger., Pi33a., Salty Bi.2uit., Ba/ery Item.
'eneric
Any produ2t 2ompeting for the .ame of amount 2on.umer dollar.
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A) (rand !ompetition Brand ompetition in2lude. other 2ompanie. offering .imilar produ2t. and .er4i2e. to the .ame 2u.tomer. at .imilar pri2e.5 9ere, the brand 2ompetition would be all the 2ompanie. .elling &amkeens along the .ame line. a. 9aldiram.5 Be2au.e of thi. brand. li/e Bi/ano, -rito 1ay., et2T and the unorgani3ed .e2tor are 2on.idered a. brand 2ompetitor.5
() +ndustry !ompetition 6he namkeens indu.try i. e..entially made up of a few player. produ2ing the .ame produ2t partially differentiated along the line. of quality, .tyling and .er4i2e.5 6hi. mean. that the namkeens indu.try follow. the pattern of Differentiated @ligopoly5
!) orm !ompetition -orm 2ompetition e..entially mean. that 2ompetitor. who produ2e produ2t. that .upply the .ame .er4i2e5 In 2a.e of 9aldiram. &amkeens, it fa2e. .tiff 2ompetition from traditional .na2/. li/e samsas, kachris et25 and other. li/e .alty bi.2uit., pi33a., burger and ba/ery item. a. people tend to .ub.titute namkeens 4ery ea.ily with the.e produ2t.5
&) 'eneric competition Generi2 2ompetition e..entially in2lude. tho.e 2ompanie. 2ompeting for the .ame amount 2on.umer money5 In 2a.e of 9aldiram., it in2lude. all edible produ2t. in the .ame pri2e range
Porter?s i9e orces Model Porter. fi4e for2e. determine the intrin.i2 long)run profit attra2ti4ene.. of a mar/et or a mar/et .egment5 6he following i. the analy.i. of thi. model with re.pe2t to 9aldiram.
*I T=reat of +ntense Segment Ri9alry +ndustry !ompetitorsI 9aldiram. did not fa2e any intense .egment ri4alry in the initial .tage. and .ome time after that, but the la.t few year. ha4e .een a lot of player. entering the namkeensF.na2/ food .egment5 6hi. ha. led to 4ariou. new produ2t. being introdu2ed by all5 ariety and higher quality .tandard. ha4e been .et < the 2ompanie. are 2ompeting with ea2h other to grab a larger mar/et .hare in thi. .egment and hen2e there i. e4ident .egment ri4alry5 %#
-I T=reat of #e; Entrants 6here i. a threat of new entrant. e.pe2ially from the unorgani3ed .e2tor that ha. le..er quality pre..ure.5 6he entry and e8it barrier. are both low leading to .table return., therefore big 2ompanie. may enter thi. .egment loo/ing for a qui2/ profit5
1I T=reat of Su:stitute Products 6hreat of .ub.titute produ2t. ari.e. from the ability of the 2on.umer to .ub.titute namkeens by other thing. that .uit him5 -or e8ample i2e 2ream., bi.2uit., ba/ery produ2t.5 1i/e wi.e and outing for burger and other fa.t food item. may al.o .ub.titute for namkeens5 6he player. ha4e to monitor pri2e. 2lo.ely a. a fall in the pri2e. of the.e .ub.titute produ2t. may lead to a pri2e 2ut in the namkeen .egment a. well5
3I T=reat of (uyer?s 'ro;ing (argaining Po;er 6here. no threat of buyer. growing bargaining power, a. it doe.nt repre.ent a .ignifi2ant portion of the buyer. 2o.t5 6he buyer. do not .eem to be 4ery pri2e .en.iti4e and nor are they more 2on2entrated 'buyer. are di.tributed a2ro.. a wide geographi2al region in the 2ountry* or organi3ed5
4I T=reat of Supplier?s 'ro;ing (argaining Po;er Supplier. are unorgani3ed and there are a lot of .ub.titute. a4ailable to the 2ompany5 Moreo4er the number of .upplier. being large and the .i3e of the .upplier. being 4ery .mall a. 2ompared to the 2ompany, the 2ompany i. in a .trong bargaining po.ition5 9en2e there i. no .u2h threat of .upplier. growing bargaining power5 -igure $5" on the following page .how. the Porter. # -or2e . Model with re.pe2t to 9aldiram.
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Fig 6.2 Porter. -i4e -or2e. Model 'for Nam/een .egment*
Potential Entrants •
• • • •
1ow entry and e8it barrier. Stable return Indu.try Growth rate +2onomie. of .2ale In2umbent. defen.e of mar/et .hare
Suppliers •
•
•
Many 2ompetiti4e .upplier. 1ow 2o.t. to .wit2h .upplier. Si3e .mall a. 2ompared to 2ompany
+ndustry !ompetitors •
•
• •
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Good mar/et growth rate Mar/et equilibrium inta2t 1ow e8it 2o.t5 -requent inno4ation ma/ing it e8pen.i4e to 2ompete Pre.en2e of .trong and aggre..i4e 2ompetitor.
Su:stitutes •
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1ot of .ub.titute. for namkeens Pri2e trend. ha4e to be monitored 2lo.ely 'threat of form 2ompetition*
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(uyers •
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Produ2t doe.nt repre.ent .ignifi2ant fra2tion of buyer. 2o.t Pri2e .en.iti4ity i. low5 Buyer. are di.tributed and not organi3ed
!,STOMER .A%,E A#A%2S+S
A) Haldiram?s 9aldiram. being the mar/et leader offer. enormou. benefit. to it. 2u.tomer.5 @n the ba.i. of the 2on.umer beha4ior .ur4ey, the highe.t benefit that 9aldiram. offer. i. by way of hygiene and ta.te5 Another big .trength of 9aldiram., whi2h a fa2tor rated pretty high by the 2on.umer., wa. Pa2/aging5 By pro4iding fre.h and tight pa2/aging 9aldiram. en.ure. that their 2on.umer. 2an u.e it for a longer period of time5 Another benefit that 9aldiram. offer. i. the immen.e 4ariety in their produ2t line5 In fa2t in the namkeens .egment it.elf 9aldiram. offer. about = 4arietie. and en.ure. that thi. benefit .tay. on by 2on.tantly inno4ating and 2oming out with new type. of namkeens5 6he be.t part i. that they offer traditional .na2/. rather than modern .na2/., whi2h go down 4ery well with the Indian 2on.umer5
() rito %ays A22ording to the 2on.umer beha4ior .ur4ey, the 2on.umer. rated pa2/aging the highe.t thereby .ignifying that thi. i. one of the be.t benefit. that the 2on.umer. get from -rito 1ay.5 Apart from that pri2e and quality were the other benefit. that the 2on.umer. got from -rito 1ay.5 6he bigge.t benefit i. the a4ailability of the produ2t a. it i. a produ2t i. of Pep.i -ood. and hen2e i. ba2/ed up by a .tring di.tribution networ/5 9owe4er it. on the 4ariety fa2tor that they a2tually pale in 2ompari.on with 9aldiram.5
Types of !ompetiti9e Strategies -rom the information ba.ed on the 2on.umer .ur4ey, out of %( people (> 2on.umed 9aldiram. produ2t.5 Sin2e &"L of re.pon.e. indi2ate 2on.umption of 9aldiram. produ2t., we 2on2lude that 9aldiram. i. the market leader in the namkeens .egment5 In the 2on.umer .ur4ey that we had done, hygiene and ta.te had 2ome out a. the highe.t priority fa2tor. that influen2e the buying beha4ior5 9aldiram. adopt. the following mar/et leader .trategie.5
A) Market leader strategies adopted :y Haldiram?s aI +ncreasing t=e total market s=are Being a mar/et leader, one of 9aldiram. .trategie. ha. been to .oli2it new u.er. for their produ2t.5 6hey ha4e done thi. by targeting the NJI. li4ing abroad and e8porting %>
their namkeens there5 6hi. in turn ha. al.o helped 2reate awarene.. about their produ2t among the non)NJI. abroad5 It. foray into the foreign mar/et. ha. been 2arefully .trategi.ed a. in the 2u.tomi3ation of it. produ2t.5 Apart from thi., they ha4e al.o penetrated the rural mar/et. quiet effe2ti4ely by bringing out their produ2t. in .mall, affordable pa2/et.5 All the.e new mar/et. ha4e helped 2on.olidate 9aldiram. po.ition a. a mar/et leader5
:I &efending Market S=areG 6o prote2t it. po.ition a. mar/et leader, 9aldiram. ma/e. u.e of two defen.e .trategie. Po.ition Defen.e and Mobile Defen.e5 "* Po.ition Defen.e 9aldiram. ha. built for it.elf quite a .uperior brand image, ma/ing it e8tremely diffi2ult for it. 2ompetitor. to brea/ thi. image5 6hu. the 2ompetitor. ha4e to put in e8tra effort. to 2reate a brand mu2h more .uperior than 9aldiram.5 (* Mobile Defen.e 6hi. in4ol4e. the leader .tret2hing it. domain o4er new territorie. that 2an .er4e a. future 2enter. for defen.e and offen.e5 Under thi. defen.e, 9aldiram. follow. the Mar/et Broadening mobile defen.e5 6he re2ent e.tabli.hment of their Nagpur plant .how. that they are now 2on2entrating on the Southern region5 Al.o their foray into the international mar/et and their deeper penetration into the rural mar/et 2oupled with the introdu2tion of their new produ2t range li/e .yrup., pi2/le., et25 %* ounteroffen.i4e Defen.e ?hen 9aldiram. had .tarted it. bu.ine.. there were 4ery few other player. in the mar/et5 6hat brought in 2ompla2en2y in 9aldiram. a. far a. ad4erti.ing of it. produ2t. wa. 2on2erned5 6he popularity of 9aldiram. ha. till date .pread through the word of mouth5 Now with new 2ompetitor. 2oming in and ad4erti.ing their produ2t. aggre..i4ely 9aldiram. ha. reali3ed the need to ad4erti.e it. own produ2t. and ha. lately forayed into 6 ad4erti.ement5 6hu. 9aldiram. ha. followed 2ounter offen.i4e defen.e a. in it ha. re.ponded to the 2ompetitor. atta2/5
%&
cI E8panding Market S=are
"* 9aldiram. @4er the year., 9aldiram. ha. been di4er.ifying it. produ2t line and entering newer mar/et.5 6hi. ha. re.ulted in 2on.iderably e8panding the mar/et .hare of 9aldiram., thu. al.o .ub.tantially in2rea.ing their produ2t.5 (* -rito 1ay. ?ith regard to the namkeens .egment, -rito 1ay. i. a relati4ely new player when 2ompared to 9aldiram.5 In fa2t a22ording to the 2on.umer beha4ior .ur4ey that we had 2arried out, out of the %( re.pondent., (& of them 2on.umed 9aldiram. while only (" of them 2on.umed 9aldiram.5 6hi. .how. that 1ay. .till ha. to go a long way if it want. to be the mar/et leader5 9aldiram. ha. a 4ery .trong brand loyalty5 9en2e the .trategy 2urrently being adopted by 1ay. i. that of a Mar/et hallenger5 () Market !=allenger Strategy adopted :y rito %ays
aI lank Attack 6he .trategy being adopted by 1ay. 2urrently i. that of a flan/ atta2/5 @ne of the main point. of a flan/ atta2/ i. that the enemy. wea/ point. are a natural target5 @ne of the bigge.t wea/ne..e. of 9aldiram. ha. been ad4erti.ing5 Mo.t of the publi2ity ha. been word of mouth for 9aldiram.5 But 1ay., being a produ2t of Pep.i -ood., didnt ha4e any problem on thi. front and in fa2t ha. a .trong ad4erti.ing 2ampaign to ba2/ it up5 Al.o with an e8ten.i4e di.tribution networ/, it ha. been able to penetrate the Indian mar/et in area. that probably e4en 9aldiram. ha. not been able too5
S=are of Market< Mind and Heart 9aldiram. ha. got the bigge.t .hare of mind mar/et be2au.e generally it i. the fir.t name that 2ome. to the mind of the 2on.umer. when namkeens are mentioned5 6hi. i. re)iterated by the fa2t that in the 2on.umer beha4ior .ur4ey, &"L of the re.pondent. a2tually 2on.umed 9aldiram. a. 2ompared to the other brand.5 6hu. the mar/et .hare of 9aldiram. 2oin2ide. with the mind .hare mainly be2au.e of the high le4el of mar/et penetration and the word of mouth publi2ity that the brand en:oy.5 9aldiram. ha. be2ome a hou.ehold name today be2au.e of the 4ariety of produ2t. it offer., the ta.te and the good quality of the produ2t., inno4ati4e and pa2/aging ha. al.o helped in building the brand image5 9aldiram. ha. al.o got the bigge.t .hare of heart =
be2au.e mo.t of the people prefer 2on.uming 9aldiram. produ2t.5 A large .hare of heart predi2t. a high mar/et .hare in the future5 6hu. 9aldiram. en:oy. a good .hare of heart and mind along with the bigge.t mar/et .hare5 6hi. would help 9aldiram. in retaining it. .hare in the mar/et in the future5
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S$OT A#A%2S+S +ntroduction A) Strengt=s •
9aldiram. ha. a large produ2t ba./et for the 2u.tomer. to 2hoo.e from5 @ne of the bigge.t rea.on. for their nam/een .egment .u22eeding i. the 2ontinuou. updation of their produ2t range5
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6heir brand i. a..o2iated with tradition and quality5
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6heir produ2t. are /nown among the mo.t hygieni2 produ2t. a4ailable in thi. .egment5
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6heir pa2/aging i. attra2ti4e and inno4ati4e whi2h ma/e. for ea.y di.2ernment of their produ2t. on the .hel4e., i. .afe and /eep. 2ontent. fre.h for long5
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6heir produ2tion pro2e..e. are .emi)automated and by u.ing .tate of the art te2hnology they ha4e been able to in2rea.e the .helf life of their produ2t. from one wee/ to .i8 month.5
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6hey are the undi.puted mar/et leader. in the namkeen .egment5
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9aldiram. ha. been able to build it. brand today on the ba.i. of word of mouth publi2ity, whi2h ha. a2tually ta/en a lot of people by .urpri.e5
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Appro4al by -DA)9AP, IS@ &( and SPA .tand te.timony to the empha.i. that 9aldiram. lay. on the high quality for it. produ2t.5
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9aldiram. i. aggre..i4ely trying to 2apture the international mar/et. by 2u.tomi3ing it. produ2t. and pa2/aging a22ording to foreign ta.te.5
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6hough a large per2entage of their 2on.umer. are middle)aged 2u.tomer. who are fond of namkeens, yet they are .u22e..fully 2atering to all age group. and .e2tion. of .o2iety5
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By laun2hing .mall pa2/et. of their di4er.e namkeen produ2t., they ha4e .u22e..fully penetrated the rural mar/et.5
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@nline .elling of their produ2t. through indiatime.52om
() $eaknesses •
9aldiram. doe.nt lay empha.i. on the need to 2arry out mar/et .ur4ey. either to /now the 2on.umer need. or their feedba2/5
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9aldiram. .tarted ad4erti.ing it. produ2t. too late, a. it i. not a firm belie4er in big mar/eting budget. and la4i.h promo. be2au.e of whi2h they might ha4e lo.t the initial ad4antage5
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6he ompany ha. no poli2ie. on orporate So2ial Je.pon.ibility and en4ironmental norm., whi2h may affe2t their Goodwill in the long run5
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6he 9aldiram. group 2on.i.t. of three 2on2ern. that are independent of ea2h other and al.o there i. a la2/ of 2ollaboration between the three 2on2ern., whi2h affe2t. the reputation of the 2ompany and i. a hindran2e in it. growth5
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6he 2ompany i. not a. 2a.h ri2h a. it. 2ompetitor., whi2h gi4e. it. 2ompetitor. an edge5
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ompany portfolio doe. not in2lude we.tern .na2/ food.
!) Opportunities •
6hough till now, 9aldiramH. pre.en2e in the we.tern .na2/ food. .egment i. re.tri2ted to potato 2hip.5 It ha. plan. to mar/et 2on4enien2e food produ2t. in the ready)to)eat format, .u2h a. paneer, pulao, dal and 4egetable.5
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If the 2ompany .tart. a..o2iating it.elf with other brand., it will help .trengthen the brand image and bring in larger profit.5
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9aldiram. doe.nt ha4e any .pe2ial namkeen for the /id. and teenager. .egment, whi2h i. a huge potential target mar/et5
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Di4er.ifying the namkeen produ2t line further through 2on.tant inno4ation5
•
Greater .2ope to in2rea.e mar/et .hare and profit. a. they ha4e :u.t .tarted ad4erti.ing5 @pportunity to go into radio ad4erti.ing leading to greater rural penetration5
•
6o 2ut into the unbranded .e2tor by redu2ing pri2e. to 2apture 4alue 2on.2iou. 2u.tomer.5
•
9a4ing a premium produ2t line to 2apture high)end 2on.umer.5
&) T=reats •
A large number of 2ompetitor. ha4e .tarted entering thi. .egment whi2h might erode the mar/et .hare of 9aldiram.5 -or e8ample 2ompanie. li/e -rito 1ay.,
=%
I6, et2, whi2h i. 2a.h ri2h 2ompanie., 2an a2tually under2ut 9aldiram. profit. a. they 2an afford to redu2e their pri2e.5 •
A. there are three 2on2ern. under the 9aldiram. group, the quality .tandard. differ .ub.tantially and any irre.pon.ibility on the part of any one 2on2ern will ha4e a negati4e impa2t on all the three a. they .hare the .ame brand name5
•
ompetitor. .u2h a. M6J, 6a.ty Bite. and I6 ha4e already entered the we.tern .na2/ food mar/et and ta/en the initial ad4antage wherea. e82ept for potato 2hip., 9aldiram. i. .till 2on.idering entering thi. .egment5
•
If 9aldiram. doe.nt reali3e the importan2e of aggre..i4e ad4erti.ing, it. 2ompetitor. will 2ut into it. mar/et .hare a. they do ad4erti.e on a large .2ale5
•
ompetition from lo2al re.taurant. 2um .weet .hop.5
•
9igh mar/et pre.en2e and .hare of the unorgani3ed .e2tor5
==
S$OT Matri8 F * '-igure =5" ) OPPORT,#+T+ES
STRE#'THS +8i.ting 2u.tomer ba.e •
•
$EA"#ESSES @pportunity to .pread •
largely middle)aged
the brand name and
people, with an
in2rea.e mar/et .hare
opportunity to tap /id. and
through aggre..i4e
teenager .egment u.ing
ad4erti.ing, whi2h
their brand name5
they ha4ent yet
Ability to u.e .uperior
re.orted to5
te2hnology, brand name
•
By integrating all the
and pa2/aging te2hnique.
three 2on2ern. under
to 2ut into the unbranded
the group, 9aldiram.
.e2tor5
2an eliminate brand fragmentation and in2rea.e it. profit.5
=#
THREATS
•
@4er2oming 2ompetition
•
onfli2t between
by utili3ing their wide
2on2ern. re.ulting in
4ariety of produ2t.5
2utting into ea2h other. mar/et .hare5 •
1a2/ of tran.paren2y in the organi3ation, whi2h may 2au.e diffi2ulty in rai.ing fund. for further e8pan.ion5
•
1a2/ of orporate So2ial Je.pon.ibility 'SJ*, whi2h may affe2t the Goodwill of the organi3ation5
S$OT Matri8 F - (Fig 8.*) STRE#'THS "5 ariety
$EA"#ESSES "5Mar/et Sur4ey.
(5 Brand Image
(5Started ad4erti.ing too late
%5 9ygieni2
%5No poli2ie. on SJ
=5 Pa2/aging
=51a2/ of 2ollaboration between the three
#5 6e2hnology
2on2ern.
$5 Mar/et 1eader
#5Not 2a.h ri2h a. it. 2ompetitor.
!5 ?ord of mouth publi2ity >5 uality &5 +8port. "5?ide 2on.umer ba.e ""5Jural penetration "(5@nline .elling >OPPORT,#+T+ES "5?e.tern .na2/ food. .egment
THREATS "51arge number of 2ompetitor.
(5A..o2iating with other brand.
(5 6hree 2on2ern. affe2ting ea2h other. =$
%5;id. and teenager. .egment
image5
=5Di4er.ifying further
%5 ompetitor. ha4e already entered the
#5Jadio ad4erti.ing
we.tern .na2/ food. mar/et5 =5 1a2/ of aggre..i4e ad4erti.ing5
=!
METHO&O%O'2 O(LE!T+.E
6o .tudy the mar/eting .trategie. and brand loyalty of 9aldiram. 6o .tudy the mar/eting mi8 of 9aldiram. 6o .tudy the beha4iour of the 2on.umer with re.pe2t to attribute. .u2h a. Brand 1oyalty and 2ome up with re2ommendation. a. to what all need. to be 2on.idered /eeping the 2on.umer in mind 6o analy3e 9aldiram. 2ompetitor and 2ompare their .trategie. and 2ome up with re2ommendation. for any problem being fa2ed by it5
RESEAR!H METHO&O%O'2 -a2t)finding enquirie. of different /ind.5 6he ma:or purpo.e of de.2ripti4e re.ear2h i. de.2ription of the .tate of an affair, a. it e8i.t. at pre.ent5 Je.ear2h methodology refer. to the tool. and method. u.ed for obtaining information for the purpo.e of the .ub:e2t under .tudy5 6he methodology followed for the purpo.e of finding 2u.tomer. re.pon.e will be Jandom .ample .ur4ey5
&ATA (ASE Primary data
Primary .our2e of information will be Mr5 ; ; Goyal, Sale. Manager 9aldiram.5 9e ga4e me in.ight. into 4ariou. i..ue. .u2h a. mar/eting mi8 of 9aldiram. et25 1ot of other people were 2onta2ted .u2h a. 9aldiram. di.tributor., .hop /eeper. et25 Secondary data
Se2ondary .our2e of information wa. internet and 4ariou. other arti2le. in maga3ine., pamphlet. et25 6he.e wa. .ome of the .our2e. through whi2h up)to)date and rele4ant data wa. 2olle2ted5 It i. one of the be.t method. to 2olle2t data be2au.e of e2onomy in term. of time and money5 Tools analysis
=>
@b.er4ation and de.2ripti4e .ur4ey and .emi .tru2tured que.tionnaire method. u.ed to 2olle2t the data about the feature., e8pe2tation., .ati.fa2tion, problem. et25 the 2u.tomer.5 SiJe of sampleG
6he pre.ent .tudy wa. 2ondu2ted on a .ample .i3e of " 5
=&
+#&+#'S A#& A#A%2S+S
#
+#&+#'S A#& A#A%2S+S 6he following 2hart .how. the di.tribution of the re.pondent. a22ording to the age group A) !onsumption Patterns Age Profile of Re spondents more than 50 6%
Do you consume 41-50 9%
15-20 6% Haldiram's products? 21-24 19%
31-40 NO 22%
9% 25-30 38%
YES 91% Namkeen Consumption 7
OHES
3
! d n a r B
Prefer Local nacks?
#I$ANE
YES 34%
14
LEHA
21
LAYS
21
HALDIA!"S
NO 66%
29 0
10
20
30
40
No. of Respondents
In re.pon.e a. to whether or not they 2on.umed 9aldiram. produ2t., (& of the %( an.wered in the po.iti4e, whi2h tran.late. into almo.t &"L of the .ample .i3e5 6hi. e.tabli.he. the .uperiority and awarene.. of the produ2t among the people5 Al.o another intere.ting point ob.er4ed wa. that the three who didnt 2on.ume 9aldiram. produ2t. werent a2tually a4er.e to 9aldiram. produ2t. but did not 2on.ume them be2au.e they either didnt 2on.ume namkeens generally or had .ome medi2al 2on.traint.5 #"
•
Another point that 2ame a2ro.. wa. that when que.tioned about the 2on.umption of other brand., the 2lo.e.t 2ompetition for 9aldiram. 2ame form 1ehar and 1ay. a. (" of the .ur4eyed people 2on.umed the.e too5 Al.o only %=L preferred lo2al .na2/. when 2ompared to branded .na2/. whi2h .how. that the branded .na2/. .egment i. 2utting into the unbranded .egment5
() (rand %oyalty
Ha!e "een consuming Haldiram's since....... 1-3 (ear' 31%
6mth'- 1 (ear 10% )reater than 3 (r' 59%
&e'' than 6 mth' 0%
&e'' than 6 mth'
•
6mth'- 1 (ear
1-3 (ear'
)reater than 3 (r'
#&L of the re.pondent. ha4e been 2on.uming 9aldiram. namkeens for o4er % year. while %"L ha4e been 2on.uming it for between ")% year.5 ?ith the arri4al of .o many 2ompetitor. on the .2ene, e4en a period of year i. long enough to pro4e brand loyalty whi2h i. e.tabli.hed 4ery firmly in thi. 2a.e5 6hu. the 2han2e. of the .ub.titutability of the 9aldiram. namkeens by any other brand .eem to be rather low a. there ha. been no .wit2hing of brand. by any of the.e re.pondent.5 6ho.e who ha4e tried it ha4e maintained their loyalty toward. it5 6hi. i. again re)
#(
iterated by the following 2hart, whi2h depi2t. the per2ei4ed 2hange in the quality of 9aldiram. namkeens by the 2on.umer5
Comparison of #uality o!e r t$e p eriod of use 16 14
' t n 12 e 1 n 10 o 0 ' 8 e 6 + o / o 4 N
2 0
S*)n*+*,ant&( #etter
•
#etter
Ne-tra&
.or'e
S*)n*+ *,ant&( .or'e
None of the re.pondent. .ub.2ribed to the 4iew that the quality of 9aldiram. namkeens ha. got wor.e5 6hey were either neutral or found it to be betterF.ignifi2antly better than before5 6hi. might be one of the rea.on. for the .trong brand loyalty5
%$e &nfluencer 10
r*en' Ne*)hor'
1
e&at*e'
1 14
am*&(
1
A'
18
Se&+ 0
5
10
15
No. of Respondents
#%
20
!) (uying Roles
•
@n the ba.i. of the 2hart abo4e, it i. e4ident that when it 2ome. to buying namkeens people tend not to get influen2ed by other.5 6hey rely on their own .en.e of :udgement to buy namkeens5 9owe4er in .ome 2a.e. the family member. tend to influen2e the buying pattern. of the buyer5 9en2e in thi. 2a.e there .eem. to be a 4a2uum when it 2ome. to the role of the Influen2er5 Be2au.e of thi. the re.pondent him.elf al.o u.ually play. the role of the De2ider5
•
Another intere.ting ob.er4ation i. that only " re.pondent of the %( 2on.idered ad4erti.ement. a. being influential while buying5 6hi. 2orrelate. with HerJ:erg?s t;o/factor t=eory a. the ab.en2e of ad4erti.ement. may ha4e led to
di..ati.fa2tion among the 2on.umer. but it. pre.en2e doe.nt .eem to ha4e had any .ignifi2ant impa2t on the .ati.fa2tion or buying trend. of the 2on.umer5
&) actors +nfluencing (uying (e=a9iour of #amkeens
actors affecting purc$ase of Namkeens
a,7a)*n) s r o t c a '
a&*t( r*,e 0
5
10
15
No. of Responde nts
#=
20
25
•
on.umer. ga4e the highe.t priority to the ta.te of the namkeens a. 2ompared to the other fa2tor.5 uality 2ame in a 2lo.e .e2ond on their priority li.t5 ?hat 2ame, a. a .urpri.e wa. that none of the re.pondent. 2on.idered pa2/aging a. part of their .ele2tion 2riteria, on whi2h 9aldiram. u.ually lay. .o mu2h .tre..5 •
Again when a./ed to rate the importan2e le4el of .i8 fa2tor., the re.ult. were intere.ting a. mo.t of the re.pondent. 2on.idered Pa2/aging a. only .omewhat important5 Al.o the opinion on the pri2e feature wa. di4ided a. .ome of them 2on.idered it being important while .ome other. 2on.idered it .omewhat important and .ome e4en didnt find it important5 6he .tronge.t fa2tor. that influen2ed the buyer while pur2ha.ing namkeens were -ood ta.te and quality and 9ygiene5 6he ma:ority of the re.pondent. rated the.e two fa2tor. a. being ery Important5 Apart from thi. 2on.umer. al.o 2on.idered ariety a. an Important fa2tor while buying &amkeens5 Nutritional 4alue
•
didnt .eem to ha4e mu2h of an effe2t on the buying trend. a. opinion here
eature Preference(s) 30 s t n a d n o p s e R f o . o N
25 20 15 10 5 0 ar*et(
er( Imortant
oo a'te -a&*t(
Imortant
H()*ene
Some: hat Imortant
again .eem. to be di4ided5
##
N-tr*t*ona& a&-e Lea't Imortant
r*,e
a,a)*n)
Not at a&& Imortant
& find Haldiram's price...
er( H*)h 3%
er( Lo: 0%
Lo: 0%
H*)h 41% ea'ona&e 56%
#$
•
?ith re.pe2t to 9aldiram. it wa. found that #$L of the re.pondent. 2on.idered the pri2e to be rea.onable5 9owe4er ="L al.o 2on.idered it to be high5 6hi. 2onfu.ion i. howe4er .ol4ed when 4iewed in the light of the following graph that analy.e. the rating of 4ariou. fa2tor.5
Rating of factors influencing "uying "e$a!iour for Haldiram's e r o c l a t o %
95 90 85 80 a,7a)*n)
ar*et(
r*,e
a&*t(
H()*ene
a'te
actor
•
In the abo4e 2hart, the re.pondent. were a./ed to rate the fa2tor. ba.ed on a #) point .2ale, # being the highe.t5 6he total .2ore for ea2h fa2tor ha. been 2omputed by multiplying the rating with the 2orre.ponding number of re.pondent.5 9ere again the .ame trend of hygiene and ta.te being gi4en the highe.t priority i. reiterated5 6he 2onfu.ion relating to the pri2e fa2tor i. .ol4ed a. Pri2e get. the lea.t priority among the people .ur4eyed5 9en2e people dont mind paying for 9aldiram. namkeens a. long a. they get a ta.ty and hygieni2 produ2t a. 4alue for their money5 @n2e again Pa2/aging, whi2h i. a top priority for 9aldiram., fail. to get top priority among the 2on.umer. and fini.he. fifth on the priority li.t5 6hi. 2an be 2orrelated to 9er3berg. two)fa2tor theory5 6he ab.en2e of good pa2/aging may lead to di..ati.fa2tion among the 2on.umer. but the pre.en2e of it doe. not .eem to 2reate any parti2ular .ati.fa2tion among the 2on.umer5
#!
& find Haldiram's Namkeens nutritional !alue... s 30 t n f a o d 20 . n o o N p 10 s e R 0
27
5 0 !*n*ma&
•
Ae;-ate
Hea&th(
?hen it 2ome. to then nutritional 4alue of 9aldiram. namkeens, >=L of the re.pondent. felt that the nutritional 4alue wa. minimal while none of them felt that it wa. healthy5 But de.pite thi. the a4erage 2on.umer .till prefer. to buy 9aldiram. namkeens thereby pro4ing that the la2/ of .uffi2ient nutritional 4alue i.nt a deterrent in pur2ha.ing their namkeens5
Do you "uy Haldiram's gift packages?
YES 44% NO 56%
9aldiram. atta2he. a lot of 4alue to it. gift pa2/age. offered during the fe.ti4e .ea.on5 9owe4er, #$L of the re.pondent. didnt buy .u2h pa2/age.5 6hi. .how. that the gift pa2/age. being offered dont play .u2h an important role on the buying beha4iour of the 2on.umer5
E) Type of (uying (e=a9iour #>
ignifiacnce Difference "et*een Haldiram's and ot$er "rands? No 31%
Ye' 69%
#&
•
?hen a./ed to whether they found any .ignifi2an2e differen2e between 9aldiram. and any other brand, $&L are of the 4iew that there doe. e8i.t a .ignifi2ant differen2e5 Al.o a produ2t li/e namkeens in4ol4e. low in4ol4ement le4el. while buying5 6hu. it 2an 2on2luded that buying beha4iour of the 2on.umer. of 9aldiram. namkeens i. the .ariety/seeking :uying :e=a9iour5 6hi. tran.late. into a po.iti4e for 9aldiram., a. the 2on.umer., in .pite of trying different brand., .eem to be 2oming ba2/ to 9aldiram.5
) uture E8pectations of T=e !onsumers 6he .ur4ey al.o .ought to /now a. to what the 2on.umer. e8pe2t in the future from 9aldiram. &amkeens and otherwi.e5 Many 2reati4e idea. 2ame out5 ?ith regard to &amkeens, people are loo/ing forward to pop2orn, 2hee.e ball., mu2h more 4ariety in the wafer., banana 2hip., roa.ted nut., et2T Many of the re.pondent. are .ee/ing low 2alorie namkeens from 9aldiram. and there i. al.o a demand for many more 4arietie. in 4hu9ia/s5 6he minimal nutrition le4el. do not .eem to be affe2ting the buying trend. of the 2on.umer. right now7 but a. people are be2oming more and more health 2on.2iou., in the future 2on.umer. might be loo/ing forward to low 2alorie namkeens and .na2/. from 9aldiram.5 Apart from the &amkeens .egment, the 2on.umer. in general are loo/ing forward to produ2t. li/e ma.ala., mil/ and mil/ related produ2t., i2e 2ream., et2T from 9aldiram.5
$
+#&+#'
$"
+#&+#'S !onsumer (e=a9iour Analysis? •
on.umer. ha4e .tarted in2rea.ing their 2on.umption of other brand item. whi2h i. e4ident from the fa2t that (& of the %( re.pondent. eat 9aldiram. &amkeens while a 2lo.e (" ea2h eat produ2t. of 1ay. and 1ehar5 9owe4er lo2al .na2/. .eem to be lo.ing their hold on the 2on.umer. mainly be2au.e of their la2/ of .tre.. on hygiene and quality5 9owe4er, 2on.umer. .eem to be 4ery loyal toward. the brand 2alled 9aldiram. primarily be2au.e of the high priority they gi4e to ta.te, quality and hygiene a. i. e4ident from the .tati.ti2. mentioned abo4e5
•
Another intere.ting finding that i. that in the ab.en2e of the role of the Influen2er, the role. of the De2ider and U.er .eem to be .hared by the .ame per.on5
•
6he 2on.umer. ha4e gi4en top priority to -ood ta.te and uality and 9ygiene5 9aldiram. need. to be appre2iated for ha4ing pioneered the.e fa2tor. in the pa2/aged namkeens .egment5 9owe4er, to retain their .tronghold on e8i.ting 2on.umer. and attra2t new 2on.umer., 9aldiram. need. to maintain and e4en impro4e the.e .tandard.5
•
@ne a.pe2t, howe4er, that 9aldiram. need. to fo2u. on i. their pri2e5 ="L found it to be 9igh5 9aldiram. need. to fo2u. on thi. fa2tor a. any redu2tion in the pri2e 2ut by it. 2ompetitor. may influen2e the buyer to drift toward. another brand5
•
@4erall, 9aldiram. i. undoubtedly the mo.t fa4ored nam/een of the 2on.umer. and thi. i. e.tabli.hed by one of the finding. whereby &"L of the total re.pondent. a2tually 2on.ume 9aldiram.5
!ompetition Analysis? •
6here are no two way. about the fa2t that when it 2ome. to the namkeens .egment 9aldiram. i. way ahead of it. 2ompetitor.5 It ha. a 4ery .trong brand loyalty, whi2h i. what ma/e. the ta./ of it. 2ompetitor. e4en more diffi2ult5 9owe4er with $(
the entry of 1ay., M6J into thi. .egment and the prior pre.en2e of Bi/ano in thi. .egment the 2ompetition ha. really heated up and the mar/et .hare i. gradually being grabbed by 4ariou. player.5 9en2e it. important for 9aldiram. to /eep inno4ating and 2on2entrating on it. .trength. Q quality and ta.te in order to further 2on.olidate it. po.ition a. a mar/et leader in the namkeens .egment5 •
Another thing that 9aldiram. ha. to be wary about i. the immen.e form 2ompetition that it fa2e.5 &amkeens i. a 2on.umable, whi2h 2an be ea.ily .ub.tituted5 6here are 4ariou. .ub.titute. li/e .alty bi.2uit., ba/ery item. but the bigge.t threat that it fa2e. i. the traditional .na2/ item. li/e samsas, kachris,et2T5 9owe4er it ha. already .tarted to ta/e .tep. in thi. dire2tion bringing out pa2/aged ready)to)eat .mall samsas5
•
Another plu. for 9aldiram. i. that it ha. .tarted targeting the international mar/et5 It now doe.nt fa2e any ma:or 2ompetition in thi. mar/et and 2an hen2e ma/e the be.t of it5 6hi. long)term .trategy of 9aldiram. ha. already .tarted yielding re.ult.5
•
9aldiram. i. a .pe2iali.t when it 2ome. to the namkeens .egment, wherea. for mo.t of it 2ompetitor. li/e -rito 1ay. and M6J, namkeens i. a 4ery .mall .egment and they are not loo/ing to .pe2iali3e in thi. .egment5 6hi. fa2tor will alway. help 9aldiram. to 2on.olidate it. po.ition a. a mar/et leader5
@4erall, the be.t part about thi. .egment i. that neither 9aldiram. nor it. 2ompetitor. indulge in .ituation. that di.turb the mar/et equilibrium5 9en2e thi. .egment i. .u2h that e4eryone play. their role in maintaining the mar/et equilibrium and in the long run thi. .hall wor/ out to be fa4orable for 9aldiram. and thi. .egment
%$ RECOMMENDATION
9aldiram. .hould aim at 2on.tru2ting a 2omprehen.i4e media mi85 •
It 2ould 4enture into 2orporate tie)up. at it. 4ariou. outlet.5
•
Set up mini outlet. in.ide the multinational offi2e 2omple8e.5
•
a.h in on the 2all 2enter wa4e and ha4e tie)up. with bu.ine.. pro2e.. out.our2ing 2ompanie.5
•
Underta/e 2atering at get together, wedding and /itty partie. for women who form a 2hun/ of it. target audien2e5
•
ondu2t road .how. on 4ariou. 2ampu.e. nation wide5
?hate4er tool. and method. the 2ompany 2hoo.e. to employ, intera2ti4e 2ommuni2ation .hould be gi4en high priority5
$=
CONCLUSION
$#
CONCLUSION
the mar/et i. 2logged with dominant player. .u2h a. -rito)1ay India, Pep.io. .na2/ food. arm, whi2h ha. almo.t brought in a .na2/)2hip re4olution in the 2ountry, 9aldiram. and the Delhi)ba.ed .na2/)food)retailer Bi/anerwala -ood. P4t 1td et25 +4en the dairy ma:or Mother Dairy ha. a pre.en2e in the 2ategory5 ?ith the entry of 2ompanie. .u2h a. I6 and 911 into thi. indu.try, it i. getting tough for 2ompanie. .u2h a. 9aldiram. who till now ha4e not paid .eriou. attention to it. branding a2ti4itie.5 In2rea.ed media e8po.ure, e4er in2rea.ing pur2ha.ing power of the target audien2e 2oupled with their de.ire to .pend more on eating out due to life.tyle 2hange. will fuel the demand for .na2/ food item. and only tho.e 2ompanie. whi2h ha4e a 2on.iderable .hare of 4oi2e and .pa2e in the mar/et will be able to .ur4i4e5 9aldiram. ha. the 2apability of meeting the.e demand. and only require. a 2ertain re4i.ion in it. .trategie. to be able to do .o .u22e..fully, whi2h it already ha. begun to 2on.ider5
$$
BIBLIOGRAPHY
$!
BIBLIOGRAPHY
(ook Material •
;otler, Philip5 '"&&&*Mar/eting Management Prenti2e 9all of India P4t5 1td5, New Delhi5
•
;othari, 5J5 '("*Je.ear2h Methodology, i.hwa Publi2ation5, New Delhi
•
Sa8ena, Ja:an5 '(%*Mar/eting Management 6ata M2graw)9ill Publi.hing ompany 1imited5 New Delhi
•
erma 95'"&&%*Mar/eting @f Ser4i2e., Global Bu.ine.. Pre.., New Delhi
•
•
$e:sitesG •
www5Indianfoodindu.try5net
•
www5haldiram.52om
•
www5haldiram.u.a52om
•
www5bi/a:i52om
•
www5.amratnam/een52om
•
6he 9indu'www5hinduonnet52om *
•
6ime. new. Networ/'www5e2onomi2time.5indiatime.52om*
$>
APPE#&+D C,EST+O##A+RE
Date)
Pla2e)
Name) Addre..) Age) Ph5 "5 ?hat age profile do you belong toE "#)(
(")(=
%")=
=")#
More than #
(5 Do you 2on.ume 9aldiram. produ2t.E Ce.
No
%5 ?hat i. your brand preferen2e for nam/een.E 9aldiram.
1ay.
M6J
@ther.
1ehar
Bi/aner
=5 Do you prefer lo2al .na2/.E Ce.
No
#5 Sin2e when ha4e you been 2on.uming 9aldiram. Produ2t.E 1e.. than $ month.
$ month Q "year
")% year.
Greater than % year.
$5 9ow would you rate the quality of 9aldiram o4er the period of u.eE Signifi2antly better Natural
?or.e
Better Signifi2antly wor.e
$&
