Haldirams

Group 8
C003 Harsh Agarwal
C027 Akriti Kalra
C041 Jatin Nigam
C046 Ankit Prasad
C047 Priyesh
Saurabh
C053 Deeksha
Sharma
A056 Anurag

Background Of Haldirams

Started in 1937 in Bikaner

It was established by the Aggarwal
Family
In 1990s they expanded their
family businesses
Its units have been established in
Kolkata, Nagpur and Delhi.

Associative Memory Network

Haldirams
Tradition
al
Indianne
ss

Snacking

Tasty

Sweets
Family
Celebrati
on

Associative Memory Network - XoXo

Friends

Tasty

Fun

Indianne
ss

Snacking
Youth
Celebrati
on

Associative Memory Network

Sponsorships

Splitsvilla

Wipeout India

Events

In-film placements

Alia Bhatts upcoming

movie Shandaar

Associative Memory Network

Social Media

Compilation of Dubsmash
videos received through
contest

Facebook Contests and

Gratification

Twitter Witty Tweets,

Instagram-Quirky Photos ,
Pinterest Recipes

Associative Memory Network

Media Advertising : Billboards, Innovative Merchandize

Product Portfolio
Products that will be offered under the Brand
Chips
Nachos
Chocolates
Corn Puffs
Onion Rings

Competitive Frame of Reference

Ready to Eat Segment
Has the highest market share in Indian
Snacks
PoP: High Quality Products, Customer
Satisfaction, Competitive Pricing
PoD: Credibility, Indian Heritage and
authenticity

Amusement Park Segment

Restaurant Segment

Aspiring family entertainment zone

of Central India

Brand Extension for the RTE segment

PoP: Set up like any other water park

PoD: No other food brand has similar
association

PoP: Focus on hygiene to compete with

local restaurants
PoD: Innovative strategy for people

travelling by train by sending a DD

Competitive Frame of Reference

Ready to Eat Segment
Category has lots of organized
and unorganized players
PoP: High Quality Products,
Competitive Pricing, trendy
PoD: Credibility, extensive
distribution network, high
brand equity for parent brand

Competitors Offerings

Brand Elements
Brand Name
XOXO
Slogans
Spread the Love
Package
Front side will have the logo,
back side will have tic-tac-toe

Primary Associations

Primary Associations: Target Customers

Age group 15 35
Mainly targeting this age group in Tier I and Tier II
cities

Identify with Customer

XoXos main target segments will be 15
35 yrs of age
Haldirams standards of quality and
packaging will be maintained.
XoXo products are for all occasion and
can be eaten any time with anything
and anywhere.

Associating with Customer

Needs
Target segment wants to
be in on the latest trends
Parents are worried about
the food their children eat
Haldirams as a brand is a
symbol of trust
The product satisfies the
youngsters need to have
fun at the same time
ensuring health

Secondary
Associations

Channels of Distribution
Haldiram's developed a strong distribution network to ensure the
widest possible reach for its products in India as well as overseas.
From the manufacturing unit, the company's finished goods were
passed on to carrying and forwarding (C&F) agents. C&F agents
passed on the products to distributors, who shipped them to retail
outlets.
Apart from the exclusive showrooms owned by Haldiram's, the
company offered its products through retail outlets such as
supermarkets, sweet shops, provision stores, bakeries and ice
cream parlors.
The products were also available in public places such as railway
stations and bus stations that accounted for a sizeable amount of
its sales.

Distribution Network

Secondary Associations
Endorsements
Use of online platforms such as Facebook to create awareness
by involving the customer.
Gamification is a powerful tool to engage the customer. We can
launch a game on Facebook where the runner has to collect
only Xs and Os to earn points. If he collects any other kind of
coins, his points will get deducted. After the game, he can see
his position on the leader board.

Sponsorships

Sponsoring youth based shows like Splitsvilla.

Brand
Ambassadors

The brand will be promoted in upcoming Alia Bhatt

movies who will be the Brand Ambassador

The Big Idea

The Big Idea

Haldirams current image among
consumers

Haldiram Brand Image

Traditional
Authentic
Indian
Fun

Indian
Traditional
Authentic

Ready to eat snacks preference amongst Brand Preference

youth
Lays
Bingo
Lays

Kurkure

Bingo

Haldirams

Kurkure
Uncle Chips

Uncle
Chips

The Big Idea

Research Insights
Haldiram has a strong base in the traditional and Indian snacks
space
Sales result also reflect the same
The ready to eat western snacks is more popular amongst youth
Brands like Lays and Kurkure rule this category by a wide margin
There is a huge opportunity in this category because of the
growing young population in the country
Haldiram can leverage its distribution to launch a new youth
centric brand XoXo

The Big Idea

Appeal Fun, Trendy
Sustainability Packaging creates a difference by involving user
interaction
The target group i.e Indian Youth has an ever increasing need to be
trendy. The brand communication will be to show that the this
brand satisfies the need to be trendy.
The communication will focus more on sarcasm and satire rather
than the similar tone of communication used by the competitors
The unique packaging will create discussion amongst friends and
will increase brand awareness
The promotional activities will be around fun, games and friends
hanging out.

A bouquet of
products- chips,
nachos, corn puffs,
onion rings,
chocolates

Targets a specific clearly

defined customer
segment- Teenagers and
Young Adults

Haldirams is a
source of
Reassurance and its
distribution power
can be an asset for
XOXO

Brand
Architecture
: Endorsing
Brand

Customers are
Primarily buying
XOXO
(Commercial
brand)

Brand

For a total period of 52 weeks ( 1

year)
MeasurementAt an interval of 13 weeks (3
months)

Indian snack market growing at a very healthy pace of almost 25% annually.

As per a recent survey by VML Qais indicates Indians, the 18 to 30 year old lot, are
particularly fond of a crispy snack in air-tight plastic packaging
Indians are most likely to try a product based on its advertising

Dependent Variables
Market Share
Total Sales

Social Media Measures

Share of Voice:The number of mentions of your brand versus
competing brands on the social web
Brand Volume:The total number of brand mentions over a given
period of time
Engagement:The overall number of times a user talks to your
brand on social sites
Interaction Per Post:The number of replies or comments you
receive on a given post, tweet, or update
Sentiment Analysis:The process of determining how the people
who talk about your brand on social media actually feel about your
brand, products, or company
Social Click-Through Rate: The number of times a user clicks on
a link to one of your owned web properties shared via social media

Independent Variables
Brand
Brand
Brand
Brand

Association
Loyalty
Awareness
Attitudes

More than
50% youth
population

Increasing
Corporate
culture

Thank You