A Study of Marketing Statergy of Haldiram Project

INDEX
Sr. No NAME OF CHAPTER Page No.
01 INTRODUCTION AND RESEARCH 1-9
METHODOLOGY
1.1 INTRODUCTION
1.2 COMPANY PROFILE
1.3 RESEARCH METHODOLOGY
1.4 PROBLEM STATEMENT
1.5 AIMS AND OBJECTIVES
1.6 SCOPE AND LIMITATION
1.7 HYPOTHESIS
02 LITRATURE REVIEW 10
DATA COLLECTION 11
03
 Primary Data
 Secondary Date
ANALYSIS OF DATA AND 12

04
HYPOTHESIS
05 CONCLUSION AND SUGGESTION 13
BIBLIOGRAPHY 14
Chapter 1
1.1 INTRODUCTION
A study of Marketing Statergy of Haldiram Pvt.Ltd
The success story of Haldiram is also a success of Hindu United Family

business. The history of the brand begins from Bikaner in 1937.From a small
corner shop to a brand worth Rs.1500 Crores, Haldiram has hit the right chords
with its customers over the past seven decades.To chronicle the tale of this
much-loved brand, Haldiram Story began in 1937 when one Gangabhisan
Aggarwal started a shop selling „Namkeens‟ in the town of Bikaner,
Rajasthan.It was really this gentleman‟s father Tansukhdas who originally
started the „Bhujiya‟ business but a new found popularity was gained by
Gangabhisan‟s small setup. The name Haldiram as the hear-say goes was his
another name which was taken forward by his youngest son Rameshwar Lal
who opened a shop in Calcutta, West Bengal by the name, „Haldiram
Bhujiawala‟.This name was the stepping stone to the later success story of
Haldiram.
Rameshwar Lal had also registered the trademark in 1972 which later
became a bone of contention in the family as other sons of Gangabhisan,
Moolchand and Shivkishen Aggarwal opened units at Delhi and Nagpur
respectively.The bitter fallout led to a clear demarcation of territory as
Haldiram‟s, Haldiram‟s Prabhuji and Nagpur‟s Haldiram are restricted to
Delhi, Kolkata and Nagpur respectively.Also, Bikaji is another popular offshoot
of the Haldiram family brand name.None of them has been to able to outweigh
the success story and pull of the original- Haldiram which has created a new
history for Indian food industry.
Haldiram despite captures by Nathu‟s, Aggarwal‟s and Bikanerwala still
retains a market share of 25% with a total turnover of Rs.400 Crores.Credit goes
to it‟s USP of serving authentic Indian snacks prepared with unmatched
hygeine and standardized quality. Also it has built the entire empire around the
core of Namkeen and sweets which has added to its portfolio of achievements
and serves as an important chapter in history and success story of Haldiram.
In order to stay afloat in the era of quick service restaurants like Mc Donalds
and Pizza Huts, Haldiram has pondered over the idea of increasing space for
customer sittings and going for a high-pitch marketing from a low key profile.
Haldiram has not been free from controversies as Prabhu Shankar Aggarwal,
owner of the Kolkata unit was booked for muder of a tea-stall owner who was
coming in the way of a grand restaurant setup.
2.2 Company Profile-
Name Haldiram Foods International Ltd
Address 880, Haldiram House, Bhandara road
City Nagpur
State/ Province MS
Zip/Postal Code 440008
Country India
Phone 00917122681191
Fax 00917122680218
Website http://www.haldirams.com/
Products
- Asian Foods
- Candy & Confectionery
- Processed Food
-
1.3 RESEARCH METHODOLOGY
Methodology includes the overall research procedures, which are followed in

the research study. This includes Research design, the sampling procedures,
and the data collection method and analysis procedures.
Research Objective
Objective of the report is to learn the facets of marketing and do the

monitoring and counter selling for Haldiram PVT. LTD. Along with I will also
work in the following areas:-
 Market visit for retail shops
 Research on “customer satisfaction”
 Sales & Distribution
 Promotional strategy
Sample Design
A sample design is a definite plan for obtaining a sample from a given

population. It refers to the technique or the procedure the researcher would
adopt in selecting items for the sample. For these investigation
Sample size: -
 For market visit- 100 retail outlet.

 For consumer survey – 100 customers
 Trending- previous 2 year data
Area of operation: -
 For market visit- Ghaziabad

 Forecasting & trending - sales
1.4 PROBLEM STATEMENT
Study on Human Resource Development is extremely important as it reveals
and identifies the areas where the organization can improve for the betterment
of the organization as well as the industry.
1.5 AIMS AND OBJECTIVES
The specific objectives of the study are:
 To study the Human Resource Development in A study of Marketing

Strategy of Haldiram Pvt.Ltd , Nagpur.
 To understand the issue and challenges of Human Resource Development
in A study of Marketing Strategy of Haldiram Pvt Limited, Nagpur.
 To examine the effectiveness of training in overall development of skills
of workforce.
 To bring about desired changes skills, knowledge, and attitude in the
employee.
To find out new methods of training and development in A study of Marketing

Statergy of haldiram pvt.Ltd
1.6 SCOPE OF THE STUDY
Scope of the project means the area which we cover under our project and
how it is beneficial. In my project I use to deal with the main areas of
marketing. And also during this project I have to do forecasting and find out
inclining and declining products. In this report of the project you will find that
what and how marketing plays an important role in business development
During this project, I did a survey which reveals the current status of the
companies services and the competitors position in the market. And the
outcomes of that survey company can use for their enhancement and to increase
their business.
1) During this project I have learn about different marketing concept with
their practical use.
2) During this project I have learn the way & importance of retailers
handling
3) I am mainly involved with the selling and distribution of the snacks and
namkeens.
4) In this project I will also assess the market &check the availability and
visibility of product in the market
1.7 LIMITATIONS OF THE STUDY
 Absolute sales figures obtained from the survey through retailers may be
inflated.
 The brand level penetration study is limited because the project is only
dealing with Western Snacks and namkeen products and not the entire
range of Snacks products available.
 Absolute sales figures for competitor brands obtained from sample space
of retailers are insufficient to draw an analysis of sales performance for
competitor brands.
 Given the time limit and scope of the project Market Penetration of
Haldiram’s Western Snacks has not been calculated using the method of
Total Sales to Total Consumer Base. Penetration percentage of
Haldiram’s Western Snacks in the study will denote only an estimate of
the availability of the product line in the Retail market.
 Given the time limit and constraints Competitive Analysis does not
include identification of Indirect Competitors (substitutes).
 Interviewer’s judgment is used to fill the questionnaire according to the

responses given by the retailers.
1.8 HYPOTHESIS
Human Resource Development helps to motivate the employees of the

company, It helps to improve individual performance of the employees.
 Chapter 2
 LITRATURE REVIEW
 Feedback system doesn’t work property.
 Proper Importance isn’t gives to the retailers.
 Low profit margin to the distributors.
 Weak in chips segment.
 Low profit margin to the retailers in Namkeen Segment.
 This study attempts to analyze

 The Human Resource Development in A study of Marketing Statergy of
haldiram pvt.Ltd
 Company. A diagnostic research design is followed in the present study.
Chapter 3
DATA COLLECTION
The data that has been collected by means of survey and questionnaires has
been analyzed and tested by excel and then result has been interfered .various
graphs and chart bars are used to interfere the data
While preparing the data it has been kept in mind that the data should be
coherent and there should be no biasness
• Field editing (that is detail of data has been collected)
• Abbreviations and short forms not used
• Readability and understandability
• Inadequate answers has been removed that is (incomplete answers, left
• Mistakes that has been accursed in collecting the data has been removed
13% Sales
17%
HALDIRAM'S
20% 60% BIKANERWALA
BALAJI
Primary data is collected through
 Questionnaires
 Personal observations
Secondary data is collected through
 Newspapers
 Magazines
 Chapter 4
 DATA ANALYSIS AND HYPOTHESIS
 The data about consumptions and different namkeens sold in market has
been collected and it has been observed that haldirams capture highest
percent share in namkeens and it is about 60% share, balaji captures 17%
of market share ,bikanerwala holds 20% share of market and rest has been
captured by other brands.
Chips share in ghaziabad market
7%
9%
30%
Lays
12%
Haldiram's
ITC
15% Bikano
Oyes
27%
Others
data collected and analysis lays captures highest share in market that is 30% of
market share, haldirams also captures quite good share of market. On analysis
% share of different brand is shown
Chapter 5
CONCLUSION AND SUGGESTION
The market is clogged with dominant players such as Frito-Lay India,

PepsiCo‟s
snack foods arm, which has almost brought in a snack-chip revolution in the
country, Haldiram‟s and the Delhi-based snack-food-retailer Bikanerwala
Foods Pvt Ltd etc. Even the dairy major Mother Dairy has a presence in the
category. With the entry of companies such as ITC and HLL into this industry,
it is getting tough for companies such as Haldiram‟s who till now have not paid
serious attention to its branding activities.
Increased media exposure, ever increasing purchasing power of the target
audience coupled with their desire to spend more on eating out due to lifestyle
changes will fuel the demand for snack food items and only those companies
which have a considerable share of voice and space in the market will be able to
survive. Haldiram‟s has the capability of meeting these demands and only
requires a certain revision in its strategies to be able to do so successfully,
which it already has begun to consider.
BIBLIOGRAPHY
Books-
 PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y.

AGNIHOTRI, ESHAN UL Haque 2010. A South Asian Perspective, 13th
Edition.
 Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open

University Press, The McGraw-Hill Companies
 Malhotra, N. K. (2004). Marketing research: an applied orientation, 4th

edition, Prentice-Hall International, London
 William G Zikmund, Barry J Babin, Jon C Carr(2009). Business

Research Methods, 8th Edition, South Western Educational Publishing,
United States.
Websites-
 http://www.haldiram.com
 http://en.wikipedia.org/wiki/Sampling
 http://www.emeraldinsight.com/
 Dr. Pankaj Madan, Gurukul Kangri, Retail industry: Next growth engine
for Indian Economy. Available from :
http://www.scribd.com/doc/18286308/Retail-Industry
 http://www.indiainbusiness.nic.in/
 http://www.slideshare.com/
 http://en.wikipedia.org/wiki/Retailing_in_India
 http://www.bizmove.com/general/m6j.htm
 http://www.business-standard.com/india/news/modern-format-stores-
growing-strongly-acnielsen/262342/
 http://profit.ndtv.com/news/show/assessing-the-impact-of-organized-
retail-on-kirana-stores-89419

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INDEX

Sr. No NAME OF CHAPTER Page No.

01 INTRODUCTION AND RESEARCH 1-9

1.2 COMPANY PROFILE

1.3 RESEARCH METHODOLOGY

1.4 PROBLEM STATEMENT

1.5 AIMS AND OBJECTIVES

1.6 SCOPE AND LIMITATION

ANALYSIS OF DATA AND 12

05 CONCLUSION AND SUGGESTION 13

The success story of Haldiram is also a success of Hindu United Family

Name Haldiram Foods International Ltd

Address 880, Haldiram House, Bhandara road

Zip/Postal Code 440008

- Candy & Confectionery

Methodology includes the overall research procedures, which are followed in

Objective of the report is to learn the facets of marketing and do the

A sample design is a definite plan for obtaining a sample from a given

 For market visit- 100 retail outlet.

 For market visit- Ghaziabad

The specific objectives of the study are:

 To study the Human Resource Development in A study of Marketing

To find out new methods of training and development in A study of Marketing

 Interviewer’s judgment is used to fill the questionnaire according to the

Human Resource Development helps to motivate the employees of the

 Feedback system doesn’t work property.

 Proper Importance isn’t gives to the retailers.

 Low profit margin to the distributors.

 Weak in chips segment.

 Low profit margin to the retailers in Namkeen Segment.

 This study attempts to analyze

• Field editing (that is detail of data has been collected)

• Abbreviations and short forms not used

• Readability and understandability

• Inadequate answers has been removed that is (incomplete answers, left

Primary data is collected through

Secondary data is collected through

Chips share in ghaziabad market

CONCLUSION AND SUGGESTION

The market is clogged with dominant players such as Frito-Lay India,

 PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y.

 Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open

 Malhotra, N. K. (2004). Marketing research: an applied orientation, 4th

 William G Zikmund, Barry J Babin, Jon C Carr(2009). Business

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