BRAND TRACKING SURVEY Submitted by- Sonali Goel B-03 Varuna Punjabi B-04 Niharika Grover B-05 Sahil Behl B-14 Anuja Sharma B-39 Abhishek Gupta B-41
ABOUT HALDIRAM Haldiram’s, the brand name that is always associated with quality, product and service. It took more than six decades to become the leading manufacturer of Indian savoury snacks. Haldiram’s has been rightly termed as Taste of Tradition. Known for its unbeatable taste in Mithais and Namkeen segment, Haldiram is an household name now. Haldiram’s has grown both in domestic and international market. Today Haldiram’s is known for matchless quality, packaging, efficient supply chain management, distribution network and zero impurity. Haldiram’s came out with different products which suited the tastes of various ethnic and geographical groups.
HISTORY OF HALDIRAM Started from a small shop in Bikaner in 1937 by Ganga Bishen Agarwal, (popularly known as Haldiram). Bhujia sev- very popular among the residents of Bikaner. In 1941 the name Haldiram’s Bhujiawala was used for the first time. Subsequently reach extended 1958 to Kolkata and further to west India & never looked back. 1983 opened shop in Chandni Chowk the main hub of commercial centre in Delhi. Prime focusing was on sweets & namkeens. It was lead by three brothers Shri Moolchand, Shri Satyanarain and Shri Rameshwar
STRENGTHS AS A 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
MARKETING STRUCTURE OF HALDIRAM
BRAND TRACKING SURVEY The aim of the survey was to know the Brand- HALDIRAM in a better way and to research on how the brand is perceived by its customers.
1. BRAND AWARENESS AND USAGE Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. In fact, brand awareness has influence on buying behaviour of a buyer. All of these calculations are, at best, approximations. According to the survey done maximum number of people are aware about Haldiram and when it comes to recalling Indian fast food restaurant haldiram is the one which leads.
awareness level 60% 50% 40% 30% 20% 10% 0%
awareness level
2. BRAND JUDGEMENT How customers put together all the different performance and imagery associations of the brand to form different kinds of opinions helps us in knowing the brands 1. 2. 3. 4.
Quality Credibility Consideration Superiority
According to the brand tracking survey of Haldiram’s maximum people feel that the attitude of Haldiram and the way it is working is positive as they are working since decades and are now experienced thus can lead their brand in a positive way.
attitude 60% 50% 40% 30% attitude 20% 10% 0% highly positive
positive
neutral
negative
Maximum customers of Haldiram likes the food and services provided by them and their satisfaction level is also towards a higher and a positive side.
satisfaction level 50% 45% 40% 35% 30% 25%
satisfaction level
20% 15% 10% 5% 0% very low
low
average
high
very high
Quality of food which Haldiram provides and aims to do further is what is mostly liked the consumers as they perform according to the customer’s needs and want and every dish of them is prepared as fresh and according to the customers likability.
likability 70% 60% 50% 40% likability 30% 20% 10% 0% quality
price
ambience
service
Haldiram’s is likable by all the segments of consumers due to its factor of showing concern towards the society as a whole.
haldiram is
innovative knwoledgeable trustworthy likable concerned about their customers concerned about society as a whole admirable hygienic
3. BRAND PERFORMANCE Product itself is at the heart of the brand equity, because it is the primary influence on what consumers experience with a brand, what they hear about a brand from others andwhat the firm can tell customers about the brand in their communications: Designing & delivering a product that fully satisfies consumer needs and wants is a prerequisite for successful marketing. There are mainly 5 important types of attributes and benefits that often underlie brand performance: 1. Primary ingredients & supplementary features 2. Product reliability, durability & serviceablitiy 3. Service effectiveness, efficiency & empathy 4. Style & design 5. Price Maximum consumers feel that Haldiram’s high level of performance is because of the the convenience which it provides in eating that is it gives quick delivery, delicious and high quality food every time.
haldiram is convenient to eat at provides quick, efficient service has clean facilities is for the whole family has delicious food has a varied menu has friendly, courteous staff offters fun promotions has a stylish and attractive look has high- quality food
4. BRAND IMAGERY Brand imagery is how people think about a brand abstractly, rather than what they think brand actually does. Imagery associations can be formed: 1. Directly: from consumers own experiences & contact with product, brand, target market or usage situations 2. Indirectly: depiction of these same considerations as communicated in brand advertising or by some other source of information. According to our analysis maximum users feel that Haldiram is an old brand which is highly experienced and knows how to make it self successful. The brand is also said to be reliable due to its consistency in the product and quality of food.
words that descirbes Haldiram down to earth honest daring up-to date reliable successful upper class charming
5. BRAND FEELING Emotions evoked by a brand can become so strongly associated that htey are acessable during product consumption and use, this is how a brands feeling can by checked. There are mainly 6 types of brand building feelings: 1. 2. 3. 4. 5. 6.
Warmth Fun Excitement Security Social approval Self respect According to the research done Haldiram is a brand which provides maximum warmth because of its ability of being approved socially. Haldiram works on one soul motive that is to provide its customers with quality food which makes them stand different from competitors.
Haldiram's gives you 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
Haldiram's gives you
6. BRAND RESONANCE Resonance is characterised in terms of intensity, or depth of the Psychological bond that the customers have with the brand, as well as the level of activity engendered by its loyalty. Haldiram is said to be a loyal brand because of it quality and the price it charges for the same.
loyalty level
yes No
Haldiram is more than a product to me
yes no can't say
ABOUT THE BRAND HALDIRAM 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
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Food Taste – Traditional Indian taste
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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
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Basis of Relationship: Vast & enriched experience in traditional Indian food
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Logo: “Promoting the exquisite taste of India”
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Heritage: Haldiram’s shares rich parentage and has its roots to locations known for exquisite Indian cuisine
Value Proposition – –
Functional Benefits – Taste, Hygiene, Consistent Quality, Best Packaging, Freshness, Extensive Product Range
–
Emotional Benefits – Smart Buyer, Association with Indian Roots
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Credibility – Makes Ready-To-Eat that are tasty and hygienic
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
SWOT ANAYSIS OF HALDIRAM Strengths: Strong Brand Packaging Lingering taste of products Innovative thinking Best technology for manufacturing Geographical understanding of the market Shelf life of the product
Weaknesses: Too much stress on traditional Indian item Product promotion Customer service Internal Rivalry Limited no. of Outlets
SWOT
Opportunities: Expansion of outlets in class 2 cities Home delivery Youth oriented Product promotion Foreign Market
Threats: Unorganized market players Organized Competitors Family disputes Spurious products
FUTURE EXPANSION STRATEGIES To increase exports. To increase the existing strong distribution network. To come up with IPO to fund its diversification and expansion plan. To launch egg-less bakery items.
SUGGESTIONS Diversifying into new innovative products Increase the no. of outlets Better promotion Home Delivery Explore the possibility of opening the outlets in foreign market Customer service
LIMITATIONS The suvery was conducted taking into consideration the Resutaurant chains of Haldiram’s only. The sample size of 100 customers was only taken.
The survey was conducted in Delhi( South-Delhi) and NCR (Noida) only.
REFERENCES Search enginewww.google.com Websites refferedwww.haldirams.com
http://www.scribd.com/doc/31711644/Brand-Building-Model www.slideshare.com http://marketing-and-brands.blogspot.com/2009/02/haldiram.html books referredStrategic brand management by Kevin lane keller
APPENDIX
BRAND TRACKING SURVEY (The Information Will Solely Be Used For Project Work)
1. What brand of fast food Indian restaurant chains are you aware of ? 1. Nathu’s 2. Evergreens 3. Haldiram 4. Bengali sweets 5. Sagar ratna 6. Nirulas 2. At which brand of fast food restaurant chain would you consider eating? 1. Nathu’s 2. Evergreens 3. Haldiram 4. Bengali sweets 5. Sagar ratna 6. Nirulas 3. Have you eaten in a fast food Indian restaurant in the last week? Which ones?
4. Which is your favourite fast food Indian restaurant chain ? 1. Nathu’s 2. Evergreens 3. Haldiram 4. Bengali sweets 5. Sagar ratna 6. Nirulas
5. Have you heard about haldiram? Yes No 6. Have you tried its food? Yes No 7. How favourable is your attitude towards haldiram? Highly positive Positive Neutral Negative 8. How well does Haldiram satisfy your needs?(giving ranking 1- least satisfying 5highly satisfying) 9. How likely would you be to recommend Haldiram to others? 1. Highly recommendable 2. Recommendable 3. Less recommendable 4. Not worth 10. How good a value is Haldiram? ?(giving ranking 1- less valuable 5- highly valuable) 11. What do you like the most about Haldiram? 1. Quality 2. Price 3. Ambience 4. Service 12. What is the most unique thing about Haldiram? 1. Food Quality 2. Quick Service 3. affordability 4. Ambience 13. To what extent does Halidram’s offer advantages that other brands cannot? 1. High 2. Medium 3. Low
14. To what extent is Halidram superior to other brands in the fast food Indian restaurant category? 1. Quality 2. Price 3. Ambience 4. Service 15. Haldiram’s is 1. Innovative 2. Knowledgeable 3. Trustworthy 4. Likable 5. Concerned about their customers 6. Concerned about society as a whole 7. Admirable 8. Hygienic 16. Haldiram’s is 1. Is convenient to eat at 2. Provides quick, efficient service 3. Has clean facilities 4. Is for the whole whole family 5. Has delicious food 6. Has a varied menu 7. Has friendly, courteous staff 8. Offers fun promotions 9. Has a stylish and attractive look 10. Has high- quality food 17. To what extent do people admire and respect eat at Haldiram’s? 1. High 2. Medium 3. Low 18. How well do each of the following words describes this brand? 1. Down to earth 2. Honest 3. Daring 4. Up-to date 5. Reliable 6. Successful 7. Upper class 8. Charming
19. Is Haldiram’s a restaurant that you can use in lot of different situations? Yes No Can’t say 20. To what extent does thinking of Haldiram’s bring backs pleasant memories? 21. To what extent do you feel you grew up with Haldiram’s?
22. Does Haldiram’s gives you 1. Warmth 2. Fun 3. Excitement 4. Security 5. Social approval 6. Self respect 23. I consider myself loyal to Haldiram’s? Yes No 24. I would go out of my way to eat at Haldiram’s? Yes No 25. Haldiram’s is more than a product to me? Yes No Can’t say
