Marketing Project

ON HALDIRAM’S PRODUCTS

Submitted to - Prof. Meenakshi Nagarajan

Ankur Joshi- 19PGDM146

Bhumica Chawla – 19PGDM151

Harshul Bansal – 19PGDM156

Ishita Jain - 19PGDM157

Keerthana Reddygari - 19PGDM159

Krati Gugnani - 19PGDM160

Mahek Jindal - 19PGDM162

Priyabrata Saha - 19PGDM174

 2

Table of Contents

S.No Topic Page

no

1 Introduction 3-4

2 Segmentation and Positioning 5-6

3 Competition analysis 7-8

4 Product Mix 9

5 Price 10

6 Place Mix - Distribution and Retail 11-13

7 Marketing Communications and Promotion 14-15

8 Consumer Behavior Analysis 16

9 Brand Value 17-19

8 Packing and Labelling 20

9 SWOT Matrix 21

10 Annexure 22

11 References 21
 3

1. INTRODUCTION
Industry:

FMCG is the 4th largest sector in India with a market size of $100 billion and is expected to have a CAGR of 14%.
Of this, 19% is Food and Beverages, 50% is Household and Personal care while 31% is Healthcare. The Food Industry
is mostly dominated by dairy products, biscuits, noodles, namkeens, frozen foods, chips, jams, and beverages. Nestle
stands number 1 in the Food Industry with a $1.1 billion market size while Haldiram’s stands at 8th position with
$590 million. The branded snack market is estimated to be around US$1.34 billion, growing at 15-20 percent a year.

About Haldiram’s

Over a period crossing six and a half decades, the Haldiram's Group (Haldiram's) had developed as a commonly
recognized name for prepared to-eat nibble nourishments in India. It had made some amazing progress since its
generally modest start in 1937 as a touch league sweet shop in Bikaner, within the Rajasthan province of India.

The gathering had nearness in India also as during a few nations everywhere throughout the planet . Till the mid
1990s, Haldiram's involved three units, one each in Kolkata, Nagpur and New Delhi . The Agarwals family that
possessed Haldiram's were constantly conscious of the necessity to satisfy clients so on develop their business.

The organization offered a good assortment of customary Indian desserts and snacks at serious costs that spoke to
individuals having an area with various age gatherings. Haldiram's had many 'firsts' amazingly. it had been the
primary organization in quite while to mark 'namkeens3'. The gathering additionally spearheaded better approaches
for bundling namkeens.

Its bundling systems expanded the timeframe of realistic usability of namkeens from not exactly seven days to over a
half year. it had been additionally one among the primary organizations in quite while to open a restaurant in New
Delhi offering conventional Indian nibble nourishment things, for instance , "panipuri," "chatpapri, etc, which
took under consideration the wants of cleanliness cognizant non-occupant Indians and other outside clients. Since the
earliest point of reference , the brand 'Haldiram's' had been eminent for its quality items

The organization was utilizing the simplest accessible innovation within the entirety of its assembling offices in India.
Given the expanding ubiquity of Haldiram's items, the gathering intended to increase its activities. In any case, a
couple of examiners felt that Haldiram's despite everything needed to overcome a couple of obstacles. The
organization confronted intense rivalry not just from desserts and nibble nourishment sellers within the disorderly
market yet additionally from household and global contenders like SM Foods, Bakeman's Industries Limited, Frito
Lay India Limited (Frito Lay) and Britannia Industries Limited.

Additionally, the gathering needed to beat inner issues also. within the mid 1990s, in sight of the contention inside the
Agarwals family, Haldiram's seen an off-the-cuff split between its three units as they began working independently
offering comparable items and having an identical name . In 1999, after a court decision these units began working as
three unique organizations with unmistakably characterized domains. This split had caused forceful rivalry among
themselves for a better portion of residential and global markets
 4

Vision: Be the trend setter within the field of healthy and tasty eating to achieve a sustainable growth. This may
cause an overall upliftment of the Organization, its people and therefore the society.

Mission: Review, recreate and rediscover the trend of healthy eating and innovate and invent fresh new methods to
nourish and delight everyone we serve.

Goal: To provide our customers perfect taste and quality in better packaging.

Growth Expansion In Abroad:

● Haldiram Entered in the International market year 2000.

● Exports increased from $ 1.7 million to $ 6.0 million from the year 2001 to till today respectively.
● Export within the USA, UK, Australia, Germany, Newzeland, etc.
● Opening of restaurants abroad and it's ethnicity angle within the marketing efforts.
 5

2. Segmentation and Positioning

Haldiram is committed to serve the most authentic taste of India through its varied products.

Haldiram is not only about food, it is much more than that. It has built a strong connection with the consumers because
of its values of a true family business.

Haldiram’s is able to cater to the middle-class Indian as its primary target customer group with its myriad sub-brands.
This target group is inclined towards quality taste and price sensitivity. They are more popular for Namkeen, which
caters to the needs of middle-class people.

Although, Haldiram’s products have not entered the premium segment but their services have surely managed to serve
this segment.

TYPES OF SEGMENTATION

1. Geographical segmentation

Haldiram’s has its operations across India and across other parts of the globe with varying climatic conditions and
population density.

1. U.S.A. 2. U.K. 3. Germany

4. Spain 5. Holland 6. Switzerland

7. France 8. Italy 9. U.A.E.

10. Kuwait 11. Saudi Arabia 12. Australia

13. New Zealand 14. Japan 15. Sri Lanka

16. Thailand 17. Singapore 18. Philippines

19. Nepal 20. Botswana 21. West Indies

2. Demographic segmentation

Age Group: Previously Haldiram’s used to focus only on elders. However, Haldiram’s came up with products for
kids and communicated it through ‘Every Zuban Pe’.

It launched new products such as Halke Fulke, KidsPack and recent TingRing especially focusing on kids. Haldiram’s
has tried to target all age groups through different channels.

Income: Haldiram’s has a wide variety of products with different prices. Hence, for marketing channels it uses income
segmentation to see which products should be kept in which retail market and which geography.

3. Psychographic segmentation

Segments can be formed on the basis of socio-economic classification, personality, lifestyle, values etc.
 6

Lifestyle: Haldiram’s products are of Indian ethnicity and people who have a likelihood for Indian dishes would
consider buying haldiram’s. While its competitors are mainly focussed on chips, haldiram’s products are similar to
the Indian culture food and it adds a competitive advantage. Hence, haldiram’s does segmentation based on it to select
its customers and marketing networks.

One of the tools for measuring lifestyle is using Activities, interests and opinions (AIO) surveys.

4. Behavioural segmentation

Market groups can be divided on the basis of following variables.

• Festive season occasions where majority of Haldiram’s sale of sweets takes place
• The benefit of taste, i.e. the taste is the same across all Haldiram’s outlets
• According to user-status, either potential users, first time users or regular users

POSITIONING:

• The way the product has made its image in the minds of the customers on important attributes when compared
to the other brands
• Positioning is all about implementation of targets
• Haldiram’s has chosen to position itself as a maker of namkeens, sweets and fast food through its chain of
restaurants. Haldiram’s has done a lot through its advertising to promote itself, through huge banners at the
counters of its restaurants.
• It provides high quality products with less price compared to Bikaner.
 7

3. Competition analysis
The snacks market in India is extremely diverse, consisting of an unbranded segment-homemade namkeens, mithai
shops. However, the branded segment is administered by market leaders Haldirams Foods and Frito Lay-India.
Competitors: Haldirams faces competition from organised, unorganised and foreign market

Organised sectors competitors- ITC, Frito-Lay’s, SM foods, Bikanervala

Unorganised sectors competitors- Competition from unorganised local players which sell namkeens, pickles,
sweets, and bakery products in loose packets

Foreign Market- Competition from McDonalds and pizza Hut

Levels of Competition-

Brand Bikano, Frito Lays(Lehar, Lays, Kurkure, Uncle Chips), SM

Foods(Peppy, Piknik), Unorganized Sector

Industry Differentiated Oligopoly

Form Traditional snacks like-Samosa, Kachori, etc., Burgers, Pizzas, Salty

Biscuits, Bakery Items

Generic Any product competing for the same of amount consumer rupees

A. Brand Competition- Brand Competition refers to the competition between firms which offer the same product or
service at the same place to the same customer segment. Now when it comes to Haldiram, the competition would be
all the businesses selling snacks along the similar lines like Bikano, Frito Laysand therefore the unorganized sector

B. Industry Competition- Snacks Industry can be said to follow a Differentiated Oligopoly pattern. The snacks
industry consists of players producing similar products but having different services, styling and quality.

C. Form Competition- This basically means competitors who manufacture products that provide similar service.
Haldirams face competition from traditional snacks like samosas, pizzas, salty biscuits, burgers, kachoris, and bakery
items as people gravitate to substitute namkeens very effortlessly with these products.

D. Generic Competition- Generic competition encompasses those companies challenging for a similar amount of
consumer money. In case of Haldiram’s, it includes all edible products within the same price range

Threats:

Threat of Intense Segment Rivalry (Industry Competitors)

 8

Variety and better-quality standards are set now and the businesses are competing with one another to grab a bigger
market share during this segment and hence there is segment rivalry. The first and potential threat that appears to
Haldirams is from the unorganized segment with its lower pricing and variety within the products.

Threat of New Entrants

Threat of new entrants is from the unorganized sector that has lesser quality measures. The entry and exit barriers are
both low leading to stable returns, therefore big companies may enter this segment trying to find a quick profit.

Threat of Substitute Products

Threat of substitute products arises from the power of the buyer to substitute Namkeens by other things that suit him.
for instance , ice creams, biscuits, bakery products. Outing for burger and other nutriment items can also substitute
for namkeens.

Market leader strategies adopted by Haldirams

✓ Increasing the total market share: Haldirams strategy has been to attract new users for its products by
targeting the NRIs living abroad and exporting their snacks there through customization of products. They
also penetrated the rural markets quiet effectively by bringing out their products in small, affordable packets.
✓ Defending Market Share:To protect its position as market leader
✓ Haldiram’s has built a superior brand image, making it difficult for its competitors to break this image. It has
forayed into the international market and their deeper penetration into the rural market coupled with the
introduction of their new product range like syrups, pickles, etc.
✓ The popularity of Haldiram’s has been through the word of mouth. With new competitors advertising their
products aggressively, Haldiram’s has realized the need to advertise its own products. It has followed counter
offensive defense measure in response to the competitors attack.
✓ Expanding Market Share: Haldiram’s has been diversifying its line and entering newer markets. This has
resulted in expanding its market share, thus increasing their products.

Market Challenger Strategy adopted by Frito Lays

One lacking of Haldirams has been advertising. But Lays, being a product of Pepsi Foods has a strong advertising
campaign. Also, with an in-depth distribution network, it has been able to penetrate the Indian market in areas that
probably even Haldirams has not been able too. Effectiveness of digital campaigns is also an important determinant
of its sales and profits. With high visibility in shelf space of top of mind recall, the brand gives competition to other
companies
 9

4. PRODUCT MIX
▪ Haldiram’s is having a diversification strategy in ANSOFF matrix, expanding into new products and
geographies.
▪ Width of the Product Mix : It refers to the number of Product lines a firm carries
▪ Here, in case of Haldiram's, the width of the Product mix is Six namely Namkeens, sweets, cookies, Drinks,
Dairy Products and Ready to Eat.
▪ Length of the Product Mix : It refers to the total number of items in the mix
▪ Here, in case of Haldiram’s the length of the Product mix is Sixty Three

▪ There can be said to be a lot of consistency among the product lines of Haldiram’s as all of them are food
products while the taste and type are different.

Refer Annexure Table 1 for Width and Depth of Haldiram’s products.

 10

5. Price
▪ Haldirams used competitive prices to penetrate into the unorganized market considering the price sensitive
nature of consumers in India by providing snacks in small packets of 30 grams, priced as low as Rs. 5. It
supplies namkeens in different packs with different price and weights. The prices differ based on the raw
materials and packaging variation.
▪ Haldirams caters to the average income class people as these customers have sophisticated tastes along and
are price conscious.
▪ The company has reduced the cost of goods sold by owning the manufacturing facilities
▪ Packaging of products is used as the element of differentiator from the unorganised products and thus the
company charges premium for the same.
▪ It uses competitive prices to gain the market share and compete with brands like Bikaji, Lehar, Bikano etc.

This model of pricing is the core of its strategy. To attract the more price conscious customers, it provides following
variants-

Weight of packet(in grams) Price of packet (in Rupees)

30 5

40 10

150 35

350 80

1000 210
 11

6. Place Mix – Distribution and Retail

Distribution Channel

Haldirams’ follow the distribution channel as follows:

Carrying Forward Agents (Super Stockists) → Distributors→ Retailers→ Consumers
Haldirams’ has manufacturing units in Nagpur, New Delhi, Gurgaon, Rudrapur, and Noida.

Primary Research:
(The information below is taken from a single distributor in Chhindwara district (125 km from Nagpur)

Name: Rahul Gugnani

Distributors:

Margin in distribution: 6.5% to 7.2% (depends on hookers and cash discounts)

The margin of retailers: 15 to 20 percent (again depends on the cash discounts the retailers’ avail)

Capitalize on distributor channel -

How do they choose a distributor?

▪ Space: At least 1500 to 2000 sq ft office area, also the same range goes for the godown area. Both of these
are compulsory. However, a distributor can have this area on rent as well.
▪ Workers and Salesmen: At least 2 salesmen with a total staff of 6 to 8 people
▪ Experience in the field: It depends on the Company’s evaluation. However, these are the points that they
take into consideration
▪ Distributorship Area
▪ Availability of Vehicle (For Transportation)
▪ Current Occupation
▪ Target Customers (Corporate / Retail)
▪ Availability of Parking Space (Yes / No)
▪ FSSAI License
▪ Ghumasta License
▪ Manpower (Total Nos Of Salesman /Driver/Helper)
▪ Years of Operation
▪ Godown location
▪ Shop location

Fastest Selling Products:

✓ Potato Lite
✓ Phalhari Chiwda
✓ Salted Chips
✓ Taka Tak

The Rs. 5 packets of these products are sold fastest and hence demanded highest. Also, Rs 5 packets of Punjabi
tadka, ratlami, bhujiya sev are among the fastest selling products.

Types of Retailers:
▪ Unorganized retailers:
 12

▪ These are the retailers that usually purchase small quantity from the distributor usually 1-2 dozen of the
highest-selling namkeen(snacks) like phalahari Chiwda, taka-tak, salted peanut or ting-ring( a chocolate
namkeen specifically available in Nagpur region)
▪ Most of them (more than 85% of the retailers) prefer to purchase in credit.
▪ They usually buy weekly (in case of the average-sized store) and in the case of small retailers (in terms of
space: eg paan-thela) purchase daily from the distributors because of major space constraints.
▪ The credit period is usually within a month and the salesmen try to collect it weekly.
▪ A fraction of the bill is paid by the retailer on every visit of the salesman: who takes the record of the order
from the retailers as well as does the collection of money.

Organized Retailers:
Supermarkets and the Big organized retailers: Big organized retailers prefer buying in cash because of the cash
discount available (usually 3% to the big retailers). This doesn’t imply that they don’t purchase in credit, in fact,
because of bulk purchases, they delay payments.
Also, they bring a lot of purchase returns and if their return is not claimed, they stop their payments until they get
their claim; this, in turn, put tremendous burden on the distributors. The operation cycle is also increased because of
this.

Division in Haldiram’s product: The products are divided into three divisions keeping in mind the quantity of
product: Division A, Division B, Division C
Division A: It consists of Namkeen Packets of 150gm, 300gm, 350gm and 400gm. It also contains sweets
and gift packs as well as ghee and papad
Division B: The small packets of namkeen priced atf Rs. 5 and Rs. 10 comes to this category.
Division C: Wafers (Chips, Potato lite,hoops, Taka-tak) comes to this category

The volume and the area that the distributor holds:

● 4- crore is usually the yearly sales volume of an average distributor
● There are two kinds of distributor: Rural and Urban distributor, However, in some cases, one distributor
handles both of the areas.
● Distributors who have more experience and meet the sales target year on year are given large area for
distribution.
● The distributors are given products according to different divisions of products

Perishable products and Expiry: Usually the seasonal sweets like Kaju Katli, that comes to most of the distributors
during festive months; the company have no return policy for the same and usually the distributor has to bear the
losses.

Business to Business Application and Field Assist Application of Haldiram’s:

Field Assist app: These days distributors, Sales Officer, Salesmen, Sales agents use the field assist app that
Haldiram’s joined hands with as a partner. It is basically a technique to automate the business tasks that relate to sales
with the support of the software.

How does it work?

You can take orders by the app: it contains all the products’ details.
With GPS tracker; the location of the salesman is tracked and order is tracked by the retailers’ shop location.

Benefits:
▪ Less error while data collecting and managing
▪ Update data in real-time
▪ The payment process will be cost-effective
 13

▪ Deal better with your customers

▪ Maximize productivity
▪ Predict sales trends
▪ Work and operational quality will improve
▪ Reports will be much organized

B2B app: Haldiram also partnered with the B2B app. The following are the things that need to be updated in the app
by the distributor’s side:

1. Order placement
2. Dispatch details

Fig: A retailer selling Haldiram’s Products

 14

7. Marketing Communications and Promotions

Haldiram’s in the initial years didn’t spend much on marketing but as competition became stiff with many players
entering the market, they started innovative marketing strategies. With good taste and quality, they expected
consumers to be loyal to their brand and spread the word of mouth.

Attractive posters, brochures, billboards, mailers are designed to enhance the visibility of the Haldiram’s brand.
In newspapers and magazines, the entire range of Haldiram’s sweets and namkeens. With changing consumers
trends, Haldiram has in recent times changed its approach from formal communication to informal with catchy and
‘Hinglish’ captions such as ‘millions of tongues can’t go wrong’, ‘Every Zuban Pe’,‘chota samosa – big mazaa’
‘what are you waiting for, Diwali??’ and ‘Keeping your taste buds on their toes’, ‘oozing with taste’ etc.

Haldiram’s Nagpur has tied up Hindi films Prem ratan Dhan Payo and Noor. For Prem Ratan Dhan Payo, more
than 1.5 crore packets of Haldiram’s snacks, printed with the logo of the film and announcing a contest, were
distributed across India. A regular store was set up in the studio and the film even showed the main character relishing
a Haldiram’s thali.

Haldiram’s also organizes events like a Punjabi food festival and promotional activities like contests, coupons, etc.
They have a social media presence with colorful content and promotional videos across Facebook, youtube. They
promote recipe videos made from Haldiram’s products by Kunal Kapur. Their online shopping websites offer their
products taking small and bulk orders and deliver to homes directly. They have very agile offerings updating with
seasonal and festival categories. During COVID - 19, they have started a new category with Work from Home
Essentials products.
 15

Their salespersons meet outlets regularly to ensure proper shelf space and enrich visual merchandising. Salespersons
maintain a close relationship sending promotions information, festival products and collecting continuous feedback.

The company partnered with ‘Profile Advertising’ like 85 communications, Interbrand consultancy, creative media
productions for their promotional activities. They also build employee branding through their anthems, simple
workstyle, incentives, family outings, events and communicate strongly to their employees Haldiram’s as a quality
and trusted brand.

Haldiram recently shared its CSR and community welfare activities such as energy-efficient LEED-certified
buildings, safety for employees, green sourcing, sanitation, etc fostering themselves as more than a business and
building positive value for the organization.

However, they lack promotions on TV due to their internal rivalry. For more promotions, organize factory tours,
Corporate promotions and emails. Though they are present in social media, their content and reach is not as strong as
their competitors. They need to work on social and online media, especially Instagram and do search and visual ads
 16

8. Consumer Behaviour Analysis

Factors affecting Consumer Behaviour:

Cultural factors

▪ Haldirams sell sweets and namkeens in attractive looking gift packs with different quantity and prices. In their
retail outlets they offer various sweets that are associated with a particular festival and offer discounts to
attract more customers.
▪ It also caters to NRI living throughout the globe Haldirams.
▪ With the Middle-Class Consumers becoming more and more diet conscious Haldirams has started selling its
sweets in Sugar Free variants as well.

Social & personal factors

Haldirams has created a special place among the consumers due to its distinct packaging, product quality, traditional
taste and authentic Indian flavours. Factors that connect the consumers with Haldirams are uncompromising quality,
reasonable prices, variety of products, maintained standard of hygiene, dedicated service, packaging strategy, suits
taste and preferences of customers from different parts of India.

Psychological factors

Haldirams took on its biggest competitor in India -The Unorganised Market by using quality ingredients and laying
special emphasis on hygiene which had a very positive impact on consumers buying behaviour.

Situational factors

▪ Haldiram is a well-known brand in India as it is present in all parts of India with a decent supply of its products
including the rural areas of the country.
▪ Haldirams started catering in trains as well. Haldiram even share international membership with snack food
association, European snack association, London international association of amusement park attractions, etc.
 17

9. Branding of Haldirams
How did Haldirams manage to become such a big brand?

Differentiation in Product

The point of Parity (POP) are the elements that are considered mandatory for a brand to be considered a legitimate
competitor in its specific category. Before haldirams the snacks category was very decentralized and with no major
brand. Haldirams took the opportunity and was the first mover in branded snacks category. Other companies followed
suit.

The Points of differentiation (POD) are the attributes that make your brand unique. It is your competitive advantage.
It is what your brand slogan should reflect. Haldirams is strong and distinguishable brand with quality products which
the middle and upper-middle class connect with.

Branding Strategy :
Haldirams uses a variety of means to drive sales. Branding is one of them. It promotes impulsive buying by packaging
its goods in vibrant colors and delicious images that catch the eye of the customer thereby promoting itself as a vibrant
brand.

Fig: All packages of haldirams is vibrant in color and eye-catching

Brand Equity

It is the added value endowed on products and services. It may be reflected in the way customers think, feel, and act
with respect to the brand, as well as in the prices, market share, and profitability the brand commands.
 18

Brand Architecture :

Following are the types of Brand Architecture

Haldirams uses Branded House architecture for most of their products where they use their brand name with generic
name of product. Almost all the products come under the umbrella brand ‘HALDIRAM’ and that is how it has
effectively built an efficient brand. Example: Haldiram’s Panipuri, Haldiram’s Soan papdi, Haldiram’s Bhujia,
Haldiram’s Gulab Jamun. Consumers buy products because of the brand and there is a transference of brand values
to all the products. The firm value is also high because of the strategy.
 19

Haldiram’s also follows a Sub-branding Strategy. They have a mother brand and sub-brand for several products -
like Haldirams Mom’s Magic, Haldiram’s minute khana, Haldiram Jhatpat Bites, Haldiram’s Taka Tak, Haldiram’s
Panga.

Haldiram’s also recently started to create sister brands such as Mo’pleez, Yumkeenz and are trying to generate their
own brand value with their own websites and products. However, for initial pick up, they are being endorsed by
Haldiram’s. Initially Mo’pleez was packaged as Haldirams Mo’pleez in title. However, now with more than 1 year of
launch, Haldiram's endorsement is written in small letters back of cover.

Because they follow these approaches, overall we can say Haldirams follow a hybrid Strategy of brand
architecture.

In spite of that, the firm faces a brand reputation and brand dilution risk. Since, most of the brands are under one
common brand name, damage to one particular snack/product may affect the entire brand and corporate reputation.

Brand Extension/Line Extension

What started as a brand HALDIRAM BHUJIWALA and only with bhujias, today has been extended to snacks, sweets,
syrups, cookies, frozen foods and in-service (restaurants). This is a typical example of brand extension. Because
Haldirams has been hugely successful till now in their extensions we can safely conclude that their brand extension
decisions have been ‘strategic fit’.

If we talk about any of the categories that haldirams serve today, we will see the line extension has been massive with
each category serving in multiple SKUs and types (for eg. Snacks only covers more than 50 types)
 20

10.Packaging
Packaging has been one of the most important product aspects for Haldiram’s.It was the first company in India to
stress over the importance of the presentation and packaging of it’s products, especially in the case of namkeens,
which are usually an impulse purchase. Therefore, it was important to make the packaging of these products eye
catchy with a dash of colours and differentiable.Haldiram festival products are their brand USP with attractive gifts
packs to offer.

Haldiram’s products are available in several pack sizes. In order to satisfy the health conscious generation, it assures
that all the steps involved in the manufacturing process adhere to international norms (HACCP) of quality and safety
and also, conforms to their hygiene.

Earlier in 1990’s, the shelf-life of Haldiram’s namkeens was a week then it came up with the new methods of
packaging like nitrogen filled pouches that increased it’s shelf-life, in case of namkeens to around six months which
prompted this catchy slogan, ‘six months on the shelf and six seconds in your mouth’. This nitrogen filled pouches
were innovative as well as contemporary and had a real long life. In fact, packaging has now become the brand’s
USP, during the festival seasons, attractive gift packs the brand offers and various discounts and offers the brand
provides on these hampers.

Haldiram’s also claims that it uses the best packaging machinery available from companies like Bosch and Hassia to
fill and seal the products in several types of flexible packaging. The company has huge variety of product categories
packed in sachets for namkeens, polymer sachet for ready to eat dal and curries, paper board boxes for sweets, sealed
cans for rasogullas, gulab jamun etc.

The company has been paying special attention to its presentation and packaging so that it can maintain taste, freshness
and flavour of it’s product for a longer time-period and sustain them. Haldiram’s has also been making several deals
to promote its products. Haldiram’s has FSSAI certified packing. The company resorted to pouches rather than cans
and jars of same volume because pouches involve shorter retort time which can help in saving energy, lighter weight,
high quality and compact products. These retortable pouches contain three laminate layers which are:

▪ An outer layer of polyester film for strength, resistance and printability

▪ The middle layer of aluminium foil for acting as a barrier
▪ An inner layer of poly propylene film that provides heat seal integrity

Pouches after sterilization, are incubated for about 15 days and goes for micro biological analysis and then undergo
packing. Further, these pouches are in mono cartoons which are packed in corrugated boxes. The batch number, best
before, manufacturing date, maximum retail price is written on the mono cartoons while total wt. of pouches packed
is printed on the corrugated box.

Labelling

Labelling is a part of product identification it helps in providing information regarding the product on its container,
packaging or sometimes on the product itself. The food industry has been frequently expressing its concern over the
labelling of various food items, recently FSSAI (Food Safety and Standards Authority of India) called for color-coded
labels for the food items with high fat, sugar content. Haldiram’s has been labelling its product as per the FSSAI
standards and is FSSAI certified and provides a lot of information through its packaging. As per the draft regulations
by FSSAI, companies of packaged food product will also be required to declare additional nutritional information
about the calories, fat, trans-fat, added sugar and sodium per serve on their packages.

The content information and nutrition facts which Haldiram’s provide on their Products
 21

11.SWOT Matrix:

Strengths Weakness

● Quality, Taste, Local culture, Hygiene ● Changing needs of consumer preferences

● Packaging, Good shelf life, Technology ● Generation Z - switches products easily
● Innovative products ● Not very popular in North East and South India
● 55th Most trusted brand as North and Central India.
● Market Leader - Wide customer base ● The internal rivalry of three Haldiram’s
● Strong brand value ● It depends too much on feedback, very less
● More loyal customers independent market surveys.
● Word of mouth

Opportunities Threats

● Increasing income levels ● Growing competition into their core sector -

● Foreign markets Namkeen.
● Low-cost social media marketing ● Poor advertisement on TV
● Radio advertisement for rural mass ● Not very strong content on Social media
● Diversifying into western, Chinese and African especially no Instagram account - the Gen Z
products and earn a first-mover advantage. reach
● Enter into the premium products market. ● Undivided family business - lack of financial
● Enter into local markets by producing their local funding for a massive expansion against
culture snacks across India. competitors.
● The threat of reputation - Mostly all products
under one umbrella brand
 22

12.ANNEXURE
TABLE 1 - HALDIRAM PRODUCT MIX

13. References:
1. http://www.haldiram.com/
2. Marketing Management by Philip Kotler and Kevin Lane Keller
3. ETBrandEquity.com
4. Ajuniorvc.com
5. Ibef.com