Case Study onon Marketing Mix Case study Marketing Mix Haldirams

Haldirams

Presented By: MBA-1, Div A, Roll No # 16-20

Introduction
37

Started as a small shop run by Ganga Bishen Agarwal Brand name of Haldirams Bhujiawala came into existence Manufacturing unit in Kolkatta set up Much larger unit set up in Nagpur Retail shop set up in Delhi, later manufacturing unit added Entered into the international market (Exports)

41

50s60s

70s

80s90s

2000s

Source: Case Studies in Marketing

Marketing Mix-Strategy Adopted

Product

Price

Marketing Mix

Place

Promotion

Product

Namkeen (Bhujia)

Sweet and Salty products (traditional sweets and wider range of namkeens)

Source: www.haldiram.com

KhattaMeetha Ready to Eat Cookies Canned sweets Fresh and Dry sweets Syrups Papads Snacks (Murrukus)

Key points in Product

Wide range to suit varied needs Hygienic packaging and quality control Customization as per region. Eg: Murrukus, bhelpuri Developing festive season gift packets Long shelf life Different package sizes as per markets (starting from 30 gms onwards)

Source: Case Studies in marketing

Price
Factors affecting Pricing Strategy Past Competition only from unorganized players Packaging costs had to be incurred to maintain quality Price revisions ( unavoidable ) only when it was Present Competition from unorganized and organized players, MNCs entered the scene Packaging no longer a differentiating factor, shelf life became more important Pricing is decided as per market condition and competition

Source: Case Studies in Marketing and recent market reports from CCI

Place-Distribution Network

Manufacturing Unit C&F

Distributors
Retailers
7 Source: Case Studies in Marketing

Key Points

Available at railway stations and bus stops Own chain of restaurants in Delhi, Nagpur, Kolkatta and NCR region Focused on needs of tourists and building international brand image Online retailing in domestic and international markets Available in big retail stores and supermarkets worldwide

Source: www.haldiram.com and Case Studies in Marketing

Promotion

TV ads
Print Media and special placement Word of mouth Advertising

Source: Case Studies in Marketing and www.moneycontrol.com

10

The New Haldiram outlet interior, South Delhi

11

TV Ads

Haldiram_ad1.FLV Haldiram_ad2.FLV

12

Source: www.youtube.com

Current Status
Sales 2010Rs708.5 crores , PBT-17.7 crores No. of outlets: 50, out of which 15 owned by company As on 2011, Indian Snacks Industry Frito Lays-58% Balaji Namkeens-14% ITC-9% Haldirams-5% Parle-5% Prakash Snacks-4%

Financials (Prowess)

Market Share (Economic Times)

Market Size of Branded Snacks Industry- Rs. 6500 crore

Industry Size (DNA, 10)

Management Issues (Business Standard)

Haldiram proprietor jailed Business adversely affected Market share fell in India, still strong abroad

13

Source: For outlets, www.business-standard.com, article dated Jan, 2010

SWOT Analysis
Strengths Strong quality assurance Diverse product range Strong distribution network Recognized brand name Competitive prices
Weaknesses Management issues Split family business divided assets Spurious products Trademark issues

SWOT
Opportunities Indias growth in consumption Increasing consumer awareness Expanding export market Various government schemes

Threats Intense competition Food inflation driving up costs Infrastructure to be upgraded More foreign players Adverse publicity due to jailed owners

14

Source: www.ibef.org and www.business-standard.com

Presented By: Pranil Kadpe Sandeep Jadhav Joel Maria Joseph Sameena Hussain Amit Kadam

15