‘MARKETING STRATEGIES AND BRAND LOYALTY OF

HALDIRAM’S IN INDIA

A Minor Project

Report

Submitted for Partial Fulfillment Of Requirement For BBA

Programme Of Guru Gobind Singh Indraprastha University, Delhi

(batch: 2021-2024)

Submitted By
Bhavya Jain
Enrollment No: 00617001721
BBA-Semester-II

Supervision by: Ms. Vaishali Prasad

(Assistant Professor)

Tecnia Institute of Advanced Studies (TIAS) Madhuban Chowk,

Rohini, Delhi

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NAAC Accredited “A” Grade Institute Duly Approved By All
India Council For Technical Education, Ministry Of HRD, Govt.
Of India And Is Affiliated To Guru Gobind Singh Indraprastha
University, Delhi

DECLARATION

I take this opportunity to express my profound gratitude and deep regards

to my guide (DR. RUCHI SRIVASTAVA) for her exemplary guidance,
monitoring and constant encouragement throughout the course of this
project. The blessing, help and guidance given by her time to time shall
carry me a long way in the journey of life on which I am about embark.

Last but not least, my sincere thanks to my parents and friends for their
wholehearted support and encouragement.

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 I also hereby declare that the project work entitled "MARKETING
STRATEGIES AND BRAND LOYALTY OF HALDIRAM IN
INDIA" under the guidance of "DR. RUCHI SRIVASTAVA" is my
original work and it has not been submitted earlier in any other university
or institution

BHAVYA JAIN(BBA SEM-2)

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 ACKNOWLEDGMENT

With an overwhelming sense of gratitude, I acknowledge that the valuable guidance and
consistent encouragement is extended to me by our acknowledgeable faculty members
with whose guidance, I’m able to accomplish this endeavor. Their technical acumen and
years of experience have provided me with crucial inputs at a critical stage.

I’m especially thankful and grateful to my project guide DR. RUCHI SRIVASTAVA
who motivated and helped me in completing my project.

BHAVYA JAIN

CERTIFICATE

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This is to certify that the Minor project titled "(MARKETING STRATEGIES
AND BRAND LOYALTY OF HALDIRAM IN INDIA)" is an academic work done by

MS. BHAVYA JAIN submitted in the partial fulfilment or the requirements for the
award of degree of Bachelor of Business Administration at Tecnia Institute Of
Advanced Studies, New Delhi under my guidance and direction.

BHAVYA JAIN has given an undertaking to the information presented in the project
has not been submitted earlier.

DR. RUCHI SRIVASTAVA

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TABLE OF CONTENTS

S.No. PARTICULARS PAGE NUMBER

Declaration 2
Certificate 3

2. Chapter I
Introduction 5-17

Objective of the study 17

Literature Review
17-19
Research Methodology
19-24
Limitations or the study

3. CHAPTER 2
Company Profile 25-35

4. CHAPTER 3
Analysis and Interpretation of 36-46
Data

5. CHAPTER 4
Conclusions and
47-48
Recommendations

6. Bibliography 49

7. Appendix 50-54

Chapter I
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 INTRODUCTION

INTRODUCTION TO THE TOPIC

This report provides a detailed analysis about the company. The topic undertaken is "Marketing
Strategies and Brand Loyalty or Haldiram in India". It describes about the marketing strategies
of Haldiram and the various steps that are required to increase their sales. This report provides
as in-depth analysis of Haldiram. Thereafter, the report analyses Haldiram marketing Strategies
and in the end suggestions and recommendations are given based on that analysis.

A marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to sales and achieve a sustainable competitive
advantage. A marketing strategy is must effective when it is an integral component of corporate
strategy, defining how the organization will successfully engage customers, prospects. and
competitors in the market arena. It is partially derived from broader corporate strategies,
corporate missions, corporate goals. As the customer constitutes the source of a company's
revenue, marketing strategy is closely linked with sales. A key component of marketing
strategy is often to keep marketing in line with a company's overarching mission stater1Ent.

Concept of Marketing

It is a philosophy of marketing that entails the wants aml needs of a particular market. Through
the needs and wants of a market an organization can achieve its goals in terms of revenue.
Achieving the desired revenue is achieved through delivering satisfaction to a buying market
better than a competitor can.

Concept of Marketing Strategies

A marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy should be centred on the key concept that customer
satisfaction is the main goal.

A marketing strategy is effective when it is an integral component of corporate strategy,

defining how the organization will successfully engage customers, prospects, and competitors
in the market arena. Corporate strategies, corporate missions, and corporate goals. As the
customer constitutes the source of a company's revenue, marketing strategy is closely linked

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with sales. A key component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement.

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan
contains a set of specific actions required to successfully implement a marketing strategy. For
example: "Use a low-cost product to attract consumers. Once our organization, via our low-cost
product. has established a relationship with consumers, our organization will sell additional,
higher-margin products and services that enhance the consumer's interaction with the low-cost
product or service."

A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are generally
tested for measurable results.

A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. Similarly, tie various strands of the strategy. which
might include advertising, channel marketing. internet marketing. promotion and public
relations, can be orchestrated. Many companies cascade a strategy through an organization, by
creating strategy tactics that then become strategy goals for the next Evel or group. Each one
group is expected to take that strategy goal and develop a set of tactics to achieve that goal.
This is why it is important to make each strategy goal measurable.

Concept of Marketing Mix

Marketing Mix is a combination of marketing tools that a company uses to satisfy their target
customers and achieving organizational goals. McCarthy classified all these marketing tools
under four broad categories:

These four elements are the basic components of a marketing plan and are collectively called 4
P's of marketing. 4 P's pertain more to physical products than services. Below is an illustration
for marketing mix.

The important thing to note is that all these four P's (variable) are controllable, subject to
internal and external constraints of marketing environment. Marketers, using different blends of
these variables, can target different group of customers having different needs. So, a customer
may call marketing mix offering"

Product
Haldiram's offers a wide range of products to its customers. The product range includes
namkeens, sweets sharbats, bakery items, dairy products, chips, pappad and ice creanus.
However, namkeens remain the main area of focus for the group as it contributes close to 60%
of its total revenues. By specializing in the manufacturing in the namkeen market the company

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has created a niche market. The raw nuterials used to prepare namkeens are of best of quality
and are sourced from all over India.
Haldiram's customizes its products to suit the tastes and preferences of customers from different
parts of India. It launched products, which catered to the tastes of people belonging to specific
regions. For example, it launched 'Murukkus' a south Indian Snack and Chennai Mixture' for
south Indian customers. Similarly, Haldiram's launched 'bhelpuri' keeping in mind customers
residing in western India. The company offered certain products such as 'Nazarana',
'Panchratan' and 'Premium' only during the festival season in gift packs. These measures have
helped Haldiram's compete effectively in a market that is filled with a variety or snack items in
different shapes, sizes &flavours. It has also recently launched biscuits & cookies.
Table on the following page shows the list of Haldiram's products

Table: Product List

NAMKEENS

200 GRAMS 400 GRAMS

 Plain Bhujia  Plain Bhujia

 Bhujia  Bhujia
 Karanchy  Navrattan
Mixture  Khatta
 Navrattan Meetha
 Nut Cracker  Masala
 Khatta Meetha Moong Dal
 Bombay  Moong Dal
Mixture  Nut Cracker
 Cham dal  Dal Biji
 Masaia Moong  All in one
Dal  Aloo Bhhujia
 Moong Dai  Chana Jor
 Boondi Masala Garam
 Kashmiri
Boondi Plain
Mixture Hara
 Dai Biji
 Ghatia Chiwda
 Kabli Chana  Cornflakes
 BhavnagriSev Mixture
 Aloo Masala  Kaju Mixture
 Mathri  Panchrattan

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  Sarmasa   Bhujia
 Bhelpuri  Navrattan
 All in One
 Aloo Bhhujia
 KhattaMeeth
a
 Nimbu Masala
 Long Sev  Moong Dal
 MethiSev  Nut Cracker
 Peanut Salted  Aloo Bhhujia
 Peanut Masala
 Cham jor garam
 Boondi Plain
 Bombay Chana  Boondi
 Kashmiri Mixture Magrla
 Cornflakes Mixture  Nimbu
 Hara Chiwda Mixture Masala
 Mint Lachha  Peanut Salted
 Chilli Chatak Lachha
 Masaia
 Kaju Mixture
Moong Dai
 Panchrattan
Shahi Mixture  Nut Cracker
 Peanut Salted
 Aloo Bhujia
 Bhujia
 Navrattan
 Moong Dal
 KhattaMeet
ha Nimbu
Masala

65 Grams

Kahmiri Mixture
Cornflakes Mix ture
Kaju Mixture

Syrups (700 ML)

Sweets

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 Rasgulla (l Kg Tin Pack) • Rose Syrup
Jamphal (l Kg Tin Pack) Khus Syrup
Cham Chamo Kg Tin Pack) Orange Crush
Kesar Rasbhari (l Kg Tin Pack) Pineapple Crush
•
Kalam Petha (l Kg Tin Pack) Lemon Crush
KeasarGanderi (l Kg Tin Pack) Mango Crush
Raj Bhog (1 Kg Tin Pack)
•
Kala Khatta
Dry Pelha
• Bad amKesaria
Karachi Halwa (250/500 Gnrs) Tha ndaiKesaria
SoanPapdi (250/500/1000 Gnxs)
Soan Cake (250/500 Glib)

Perishable Sweets Can Packs

Moti Bombay Mixture
ChoorLad 001B oondiCh oorLadoo Aloo Bhujia
Plain Burfee Cornflakes Mixture
DhodaBurfee Panchrattan
Moong Dal Burfee KhattaMeetha

BesanLadoo
Atta I-adoo
Pinni Cookies
KajuGunjia Jeera Cookies (75/300 Gnus)
AnjeerBurfee Atta (75/300
Mix Sweets Ajwain Cookies (7513m Gnus)
• coconut Cookies (75/300 Gnrs)
Mix sweets 750
Butter Badam Cookies (75/300
Gms)
Gift Packs KajuPista Cookies (75/300 Gnrs)
Namkeen Nazxana Choco Chip Cookies (75/300
Gnys)
Sweet Spicy
MeethaQatpata
Thoda Sa MeethaThoda Sa Namkeen Ready to Eat Food
MeetheMeethe Pal Panipuri (340 Gnxs)
Double Mama
• Bhelpuri (160/320 Gnus)

Pickles Chips

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 Mango Pickle (400/1000 Gms) Classic Salted (400/1000 Gms)
Lime Pickle Gnus) Pudina (400' 1000 Gnus)
Chilli Pickle (400/ 1000 Gnus) Peprica (400/10(X) Gms)
Mast Masaia
Mix Pickle (400/1000
• (400/1000gms)

Price
Haldirarms offers its products at competitive prices in order to penetrate the huge unorganized
market of namkeens and sweets.

• The company pricing strategy has taken into consideration tie conscious nature of
consumers in India. Haldiram's has launched namkeens in small packets of 30 grams, priced as
low as Rs. 5. The company also launched namkeens in 5 different packs with prices varying
according to their weights

• The prices also vary on the basis of the type of namkeens and the raw materials used to
manufacture it. The cost of metalized packing also lus an impact on the price, especially in the
case of snack foods.

• company revises the prices of its products upwards only when there is a steep increase
in the raw material costs or if additional taxes are imposed

Place
The Haldiram's products are distributed all over the country and outside country also.
Haldiram's is successfully exporting its products to USA, UK, Australia, Middle East &
Far East Countries, Germany, Philippines, New Zealarxl, Nepal, Sri Lanka, UAE,
Frame, Spain, Italy, Holland, Japan, etc., Haldiram's is an ISO and HACCP Certified
Company and is approved by FDA, USA.

• Haldiram's has developed a Strong network to enqrretle widest possible reach

for its products in India as well as From the manufacturing unit, the company's
finished goods are passed on to the carrying & forward (C&F) agent. C&F agents on
the products to distributors, who ship them to retail outlets. Mile the Delhi unit of
Haldiram's has 25 C&F agents and 700 distributors in India, the Nagpur unit has 25
C&F agents and 375 distributors. Haldiram's has 35 SOL distributors in the
international market. TIE Delhi and Nagpur units together cater to 0.6 million retail
outlets in India.

• C&F agents receive a commission of around 5% while distributors earn margins

ranging from 8% to 10%. retail outlets earn margins from 14% to 30%. At retail outlet level,

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margins vary according to the weight of packs sold. Retailers earn more margins ranging from
25% to 30% by selling 30gms pouches (priced at Rs.5) compared to the packs of higher
weights.

• Apart from the exclusive showrooms owned by Haldiram's, the company offers its
products through retail outlets such as supermarkets, sweet shops, provision stores, bakeries
and ice cream parlours. The products are also available in public places such as railway
stations and bus stations that account for a sizeable anyunt of its sales.

• Haldiram's products enjoy phenomenal goodwill and stockists compete with each other
to stock its products. Moreover. sweet shops and bakeries stock Haldiram's products despite
the fact that the company's products compete with their own products.

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A. Distribution Channel Structure

Haldiram's Organisation

Distributor

Retailer
Consumers

Within Delhi

Haldiram's Organization

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 Distributor

Retailer

Consumers

B. Functions Performed by the Channel Member

• The main functions of different channel members are to supply goods, to achieve
targets and to increase sales.

• One of the main functions of agents is to achieve the targets assigned to them. They are
responsible for all the activities of their areas.

• Maximum sale of the Haldiram's products comes from the Nankeens and other packed
products which is nearly Rs.250 crore yearly.

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• The sale of other goods including the sales of its entire outlet is around Rs.150 crore.

C. Selection of Channel members

Channels members are selected if the following facilities are available:

Warehouse Facilities

Experience sale persons.

Van, truck, hree-wheelers for transportation.
Registered office.
Proper computer facility for maintaining accounts.
financially strong

D. Order processing

• Sales persons of C&F agents and distributors go to the retailers of their areas and bring
the order daily. After that they give order in the Corporate Office of Haldiram's in Mathura road
to the general manager. From corporate office general manager gives order in the factory.
(Noida/Gurgaon/Mathura Road)

• As the order is ready to deliver and on confirming from the corporate office, the goods
are delivered in the trucks.

• Orders within Delhi and tie places near Delhi (like Meerut) are delivered Within 24
hours.

• Orders outside Delhi are delivered according to the distance. It takes from 24 hours to
72 hours.

• Every distributor and C&F agent have a fixed day in a week to give an order.

• Haldiram's has its own warehouse, which is managed by its own staff.

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E. Physical movement of the goods
The order of Haldiram's is delivered by truck. Haldiram's pays the expenses for
transportation of the goods.
Promotion
Haldiram's product promotion had been low key until competition intensified in the snack foods
market. The company tied with 'Profile Advertising' for promoting its products. Attractive
posters, brochures and nutrients are designed to enhance the visibility of the Haldiram's brand.

• Different varieties of posters are designed to appeal to the masses. The punch line for
Haldiram's products was 'Always in good taste'. Advertising depicting the entire range of
Haldiram•s sweets and namkeens were published in tie print media (magazines and
newspapers). nese advertisements had captions such as 'millions of tongues can't go wrong',
'what are you waiting for, Diwali??' and 'Keeping your taste buds on their toes'.

• To increase the visibility of the Haldiram's brand, the company has placed its hoardings
in high traffic areas such as train stations and bus stations. Posters are designed for display on
public transport vehicles such as arxl hoardings.

• Captiom are developed that focus on individual products such as •yeh corn hai' (this is
com), 'chota samosa — big mazaa' (small sarmsa- big entertainment) 'yehkashmiri mix
khoobjamega' and 'oozing with taste' (froRasgoolas) pronwted individual products.

• Special lyochures are designed for those custonrrs who want to kmw nwre about
Haldiram's products. Ille brochures describe the products and give information about the
ingredients used to make those products. Mailers are also sent to loyal customers and
important corporate clients as a token of appreciation for their patronage.

• Packaging is an important aspect of Haldiram's product prormtion. Since namkeens are

impulse purchase items, attractive packaging in different colours influences purchases.
Haldiram's uses the latest technology (food items were packed in nitrogen filled pouches) to
increase the shelf life of its products. While the normal shelf life of a similar product is under a
week, the shelf life Haldiram's product is about six Imnths. The company projects the shelf life
of its products as its unique selling proposition.

• Posters highlighting the shelf life of its products carried the caption 'six rmnths on the
shelf and six seconds in your rmuth'.

• During festival season, Haldiram's products are sold in attractive looking special gift
packs.

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• The showroons and retail outlets of Haldiram's give importance to the point of purchase
(POP) displays Haldiram's snacks are displayed on special racks, usually outside retail outlets.
The showrooms sign boards displaying mouth-watering delicacies with captöns such as
'Chinese Delight', 'Simply South', 'The king Of all chats.' Posters containing a brief account of
the history of Haldiram's along with pictures of its produ<s are also displayed at these
showrooms.

• Haldiram's has also diversified into the restaurant business to cash on its brand image.
The company has established 6 restaurants overall in India. The restaurant at Nagpur devised
an innovative strategy to increase its business. It facilitated people who were traveling by train
to orda- food from places where stockists of Haldiram's, Nagpur unit were located. The
customer could order for lunch/dinner by sending a demand draft or a cheque to the Nagpur
unit or giving the same to specified local distributors tw•longing to the Nagpur unit. Along
with the DD/Cheque, customers had to provide information such as the sane name of the train,
its likely time of arrival at Nagpur, their names and coach and seat numbers.

• Haldiram's restaurants in Delhi also use innovative ways to attract customers. The
restaurants located at Mathura and Lajpat Nagar have special play area for children.

• To cater to NRI's and foreign tourists, hesitate to consume snack roods sold by the
roadside vendors since tley do not prepare the foods in a hygienic manner, Haldiram's
restaurant uses specially purified water to nuke snack foods including 'panipuri' & 'chat paapri',

Advertising Strategy
Haldiram's advertisements have traditionally been copy heavy for various reasons and do mt
have any face, known or otherwise, attacted to them. They are graphic heavy as well with
extrenely vibrant use of colour. Its advertisements earlier had a mature approach with the base
line "Always in good taste", but of late due to a shift in target audience the base line of the
advertisements too has been changed to "har zuban pe".
This year, an otherwise conservative company, it has upped ad budgets by more than to Rs
I cmre - still a far cry though from Lays which spends over Rs 30 crore annually. But these ads
were for what it calls its •new generation products' - chips, funchees, nusala balls and Taka-tak.

A) Visual
Haldiram•s typography contains a very stylized and sophisticated font style, which conveys the
image and the personality of the brand.
The layout is picture heavy with extensive use of cohur so as to make tle advertisement
attractive and tempting, which is true of any food advertisement.

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B) Verbal
Initial advertising of the brand contained long copy but this phenonrnon has recently changed
as the company is now going in for a very precise and clear form of communication in an
informal manner.

C) Attitudinal
Haldiram's advertisements are not attitudinal in mture but are rather formal and mature. This
trend is steadily converting into a more informal, relaxed and 'hinglish' style.
The food industry in India is forever changing to suit their consunwrs' palate, preference and
pocket. All the players in the industry thus. have to constantly adapt to the ever-changing trends
and invent and re-invent themselves to stay in the league.

OBJECTIVES OF THE STUDY

TO study the marketing strategies and brand loyalty of Hadirarn's

To study the marketing mix of Haldiram's

To study the Haldiram's as a brand and define various brand attributes related to
Haldiram's

To study the behaviour of the consumer with resvect to attributes such as Brand
Loyalty and cone up with recomnendations as to what all needs to be considered
keeping the commerce in mind

To analyse Haldiram's competitor and their strategies and come up with

recommendations for any problem being faced by it.

LITERATURE REVIEW

A literature review is a text written by someone to consider the critical points of current
knowledge including substantive findings as well as theoretical and methodological
contributions to a particular topic. Literature reviews are secondary sources, and as such, do not
report any new or original experimental work. Also, a literature review can be interpreted as a
review of an abstract accomplishment.

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Drucker 1973 'Strategic marketing as seen as a process consisting of: analysing environmental,
market competitive and business factors affecting the corporation and its business units,
identifying market opportunities and threats aril forecasting future trends in business areas of
interest for the enterprise, and participating in setting objectives and formulating corporate and
business unit strategies. Selecting market target strategies for the product-markets in each
business unit. establishing marketing objectives as well as developing. implementing and
managing the marketing program positioning strategies in order to meet market target needs".
Hart & Stapleton 1977 " a statement in very general terms or how the marketing objective is to
be achieved, e.g. acquiring a competitive company. by price reduction, by product
improvement, or by intensive advertising. The strategy becomes the of the marketing
plan"
Lambin 1977 "The role of strategic marketing is to lead the firm towards attractive economic
opportunities, that is, opportunities that are adapted to its resources aryl know-how and offer a
potential for growth and profitability".

Baker 1984 ''Ille establishment of the goal or purpose of a strategic business unit and the nrans
by which it is to be achieved through management of the marketing function".
Cravens 1986 "understanding the strategic situation confronting an organization is an essential
starting point in developing a marketing strategy"
Hamper & Bough 1990 "Although definitions for the term vary, we define marketing strategy
as a consistent. appropriate and feasible set of principles through which a particular company
hopes to achieve its long-run custumer and profit objectives in a particular competitive
environment".
Ammario & IAmbin 1991 "although marketing has basically a strategic conception of the
selling activity, we use to distinguish between strategi• marketing and operatioml marketing,
depending on long term or short-term objectives. Strategic marketing starts in tmughts about
current situation or the company and situational analysis and possible evolution of the markets
and the environment. with the goal of detecting opportunities which can establish objectives".

Kotler 1997 "the selection of target markets, the marketing mix and the marketing expenditure
levels" . marketing strategy is the way in which the marketing function organizes its activities
to achieve a profitable growth in sales at a marketing mix level" . . "A marketing strategy buy
be defined as a plan (usually long term) to achieve the organization 's objectives as

Follows..."

a) By specifying what resources should be allocated to marketing?

b) By specifying how these resources should used to take advantage of opportunities

which are expected to arise in the future. "A marketing strategy would consist of the following:

i. Identifying markets customers' needs in those markets.

ii. Planning products which will satisfy the needs of these markets.

iii. Organizing marketing resources, so as to match products with customers in the nwst
efficient and effective way possible, i.e.. so as to maximize customer satisfaction and
organizations profits or sales revenue. (Or whatever its objectives are!) at the same time".

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McDonald 1999'the term "marketing strategy" reflects the company's best opinion as to how it
can most profitably apply its skills and resources to the marketplace. It is inevitable broad in
scope. Marketing strategies are the means by which a company achieves its marketing
objectives and are usually concerned with the 4 P's",
Jain 2000 'Strategic marketing means looking at the whole of a company’s portfolio of products
and markets, and managing the portfolio to achieve the company's overall goals"
Bradley 2003 "A rnarketing strategy consists of an internationally integrated but externally
focused set of choices about the organization addresses its customers in the context of a
competitive environment. "
Schnaars 1991 "There is no unified definition upon which marketers agree. Instead, there are
nearly as many definitions of it as there are uses of the term Clearly, marketing is a commonly
used term, but no ore is really sure what it means".
Bradley 1991 "the strategic marketing process, therefore implies deciding the marketing
strategy on a set of objectives, target market segnents, positioning and policies".

Camara 1995"Strategy which defines tie general principles for reaching objectives related to
the specific SBU's and target markets. It contains the main directives of the marketing
expenditure marketing actions, and resource albcation in this area. It includes decisions like:
segmentation strategies. positioning. communication. The definition of marketing strategies
referring to the marketing plan: it is of the sections which integrate the marketing plan and its
own objective is to present an action plan which will be utilized to reach the marketing plan
objectives."

RESEARCH METHODOLOGY

DEFINITION OF RESEARCH METHODOLOGY

Research refers to any original and systematic investigation undertaken in order to increase
knowledge and to establish facts and principles. It is an organized and systematic activity and
may lead to new and improved insights, development of new products and processes. Thus,
research is an organized and systematic way of finding answers to or finding solutions to
problems. Research is said to be systematic because, it involves the following or definite set of
steps in order to arrive at some conclusion.

Types of Research

Descriptive-

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It includes surveys and fact finding enquires. Main aim is to describe the state of affair as it is
existing at present. The researchers have no control over variable. They can report what Ins
happened or what is happening. It is also known as Ex Post Facto.

DATA COLLECTION SOURCES

The collected data should be appropriate and adequate, hence to be collected by two methods
i.e. primary and secondary.

Primary data-
Prinury source of information will be Mr. K Goyal, Sales Manager Haldiram's. He gave me
insights into various issues such as marketing mix of Haldiram's etc. Lot of other people were
contacted such as Haldiram's distributors, shop keepers etc.

Secondary data-
Secondary source of information was internet and various other anicles in magazines,
pamphlets etc.
These were some or the sources through which up-to-date and relevant data was collected. It is
one of the best methods to collect data because of economy in terms of time and nu)ney.
Secondary data was collected from text books, journal.

Tools analysis
Observation and descriptive survey methods used to mllect the data about the features,
expectations, satisfactiom problems etc. the customers.

Project Design
The tool used for data collection in this project is SECONDARY DATA:
The secondary data tools used in the project are books and inter-ret. I refused to various articles
and data on internet. The founding's of other people were also used to achieve appropriate data.
The secondary data thus collected helped to get refined and reliable data. ms Pmject report is
made on the basis of secondary data.

Sampling Design

Sampling procedure refers to the procedure by which the respondents should be chosen. In
order to obtain a representative sample, convenience- sampling method has been used in this
study without any stratification to obtain a uniform size of respondents.

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• Selection of Sample
Sample can ideally be selected as percentage of total population of respondents to increase
the accuracy and reliability of the sample. Hence, a sample size of 150 respondents was
appropriate to keep sample accurate as well as manageable.

• Sampling Unit
The unit refers to the definitions of the particular person who is to be survey. In this study
unit is the respondents, which are operating in.

Sampling Size
The present study was conducted on a sample size of' 150'

METHODS OF DATA COLLECTION

PURPOSE OF QUESTIONNAIRE

They permit respondents time to consider their responses carefully without interference
from, for example, an interviewer.

Cost. It is possible to provide questionnaires to large numbers of

simultaneously.
Uniformity. Each respondent receives the identical set of questions. With closed-form
questions. responses are stamlardised. which can assist in interpreting from large
numbers or respondents.
Can address a large number or issues and questions of concern in a relatively efficient
way, with the possibility of a high response rate.
Often, questionnaires are designed so that answers to queqions are scored and scores
summed to obtain an overall measure of the attitudes and opink)ns of the respondent.
They may be mailed to respondents (although this approach may lower tie response
rate).
They permit anonymity. It is usually argued tlnt anonymity increases the rate of
response and may increase the likelihood that responses reflect genuinely held
opinions.

Page 23 of 57
 SWOT ANALYSIS

A. Strengths
Haldiram's has a large product basket for the custonrrs to choose front One of the biggest
reasons for (trir namkeen segment succeeding is the continuous updating of their product
range.

Their brand is associated with tradition and quality.

Their products are known among the Imst hygienic products available in this

Their packaging is attractive and innovative which makes for easy discernment of their
products on the shelves. is safe and keeps contents fresh for long.

Their production processes are semi-automated and by using state of the art technology
they have been able to ilErease the shelf life of their products from ore week to six months.

They are the undisputed market leaders in the namkeen segment.

Haldiram's has been able to Hlild its brand today on the basis of word of mouth publicity,
which has actually taken a lot of people by surprise.

Approval by FDA-HACCP, ISO 9002 aml SPA stand to the emphasis that Haldiram's lays
on the high quality for its products.

Haldiram's is aggressively trying to capture international markets by customizing its

products and packaging according to foreign tastes.

Though a large percentage of their consumers are middle-aged customers who are fond of
namkeens, yet they are successfully catering to all age groups and sections of society.

By launching small packets of their diverse namkeen products, they have successfully
penetrated the rural markets.

Online selling of their products through indiatirnes.com

Page 24 of 57
B. Weaknesses
Haldiram's doesn't lay emphasis on the need to carry out market surveys either to know the
consumer needs or their feedmck.

Haldiram's started advertising its products too late, as it is not a firm believer in big
marketing budgets and lavish promos because of which might have lost the initial
advantage.

The Company has no policies on Corporate Social Responsibility and environmental

norms, which may affect tlL'ir Goodwill in the long run.

The Haldiram group consists of three concerns that are independent of each other and also
there is a lack of collaboration between the three concerns, which affects the reputation of
the company and is a hindrance in its growth.

The company is not as cash rich as its competitors, which gives its competitors an edge.

Company portfolio does not include western snack foods

C. Opportunities
Though till now, Haldiram•s presence in the western snack roods segnrnt is restricted to
potato chips. It has plans to market convenience food pmducts in the ready-to-eat format,
such as paneer, pulao, dal and vegetables.

If the company starts associating itself with other brands. it will help strengthen the brand
image and bring in larger profits.

Haldiram's doesn't have any special namkeen for the kids and teenagers' segment, which is
a huge potential target market.

Diversifying the namkeen product line further through constant innovation.

Greater scope to increase market share and profits as they have just started advertising.
Opportunity to go into radio advertising leading to greater rural penetration.

To cut into the unbranded sector by reducing prices to capture value conscious customers.

Having a premium product line to capture high-end consumers.

Page 25 of 57
D. Threats
A large number or competitors have started entering this segment which might erode the
market slure of Haldiram's. For example, companies like Frito Lay's, ITC, etc, which is
cash rich companies, can actually undercut Haldiram's profits as they can afford to reduce
their prices.

As there are three concerns under the Haldiram's group, the quality standards differ
substantially and any irresponsibility on the part of any one concern will have a negative
impact on all the three as they share the same brarxl mme.

Competitors such as MTR, Tasty Bites and ITC have already entered the western snack
food market and taken the initial advantage whereas except for potato chips, Haldiram•s is
still considering entering this segment.

If Haldiram's doesn't realize the importance of aggressive advertising. its competitors will cut
into its market share as they do advertise on a large scale

LIMITATIONS

The following limitations are faced by the researcher during the study:

Since sample size is only 50, which is not the true representative of the study. Level
of accuracy of the results or research is restricted to the accuracy level with which the
customers have given their answers and the accuracy level cannot be predicted.

Time constraint is also there.

Page 26 of 57
 CHAPTER 2

COMPANY PROFILE

A True Celebration of the Indian Spirit

Haldiram's is a name that is as Indian as India itself. For over fifty memorable years,
Haldiram's has dedicatedly served the Indian consuner's palate. Perhaps no other land in this
world boasts or such a vast multitude of people. with not only different cultures but also tastes
and styles or living as well, And no other brand but Haldiram's can boast of finding widespread
acceptance with all of them.
The flagship brand, 'Tlaldiram's Namkeen", a range of spicy veteran snacks, has its finger on
the pulse of this subcontinent. Not to mention. the fresh Syrups and Crushes made from the
juiciest fruits. And a colourful variety of Indian sweets, neatly packed in compact tins.
Today, the Haldiram's brand has become a household name across the length and breadth
of the nation. It is a mme that people trust and rely upon. In fact, it wouldnt be wrong to say
that without Haldiram's; any celebration in India is incomplete.
Haldiram's has rmny 'firsts' to its credit. It was the first company in India to brand
'namkeens' The group also pioneered new ways ofpackaging namkeens. Its packaging
techniques increased the shelf life or namkeens from less than a week to more than six
months. It was also one of the first companies in India to open a restaurant in New Delhi
offering traditional Indian snack food items such as "panipuri", "chatpapri", and so on,
which catered to the needs of hygiene conscious non-resident Indians and other foreign
customers.

Never Changing yet Ever Changing

Where else in the world can you catch a glimpse of the past and the future coexisting peacefuly
WIere else but India!!

Page 27 of 57
In many ways, Haldiram's reflects this unique phenornenon. In the plants, in the work culture
and indeed in their thinking as well, wlrre the conventional and the contemporary go hand in
hand.
If the Haldiram's ethos dates back to vintage India, it also signifies tleir endeavour to keep pace
with the latest technological development anywhere in world. In fact, Haldiram's was the first
company to strictly follow international standards of hygiene and freshness With regular
laboratory checks on the raw material and seasonings. An advanced manufacturing plant, a
fully automated processing unit and high-quality inhouse packaging are just a few other
examples of their never-ending passion for product excellerre.
. The traditional Indian Sweet-Maker from a very small set up has transformed into a full-
fledged processing food industry and is taking its wares beyond the domestic frontiers to the
Western World.
Enjoyed and trusted by a million Indian families in India and overseas as well, its salty snacks
and scrumptious sweets. meet international standards of hygiene and freshnes. Haldiram's
delightful delicacies tempt the people all over the world to share this exotL* Indian treat. "Illeir
product ranges from Tasty and Nutritious Namkeens. Delicious Sweets, Refreshing Syrups,
Cnrnchy Papads to the snack food items such as Tak-a-Tak.
Every day, in countries across tle globe, millions choose Haldiram's products and bestow their
confidence upon the company. Even as energing international markets are funher enhancing
their export potential, Haldiram's priority still remains the same: tickling. pampering.
delighting and indulging the consumer's palate the world over.

Haldiram's is succesfully exporting its products to USA, UK, Australia, Middle East & Far
East Countries, Germany, Philippines, New &alarxl. Nepal, Sri Lanka. UAE, Frarre. Spain,
Italy, Netherlands, Japan, etc. They are an ISO aryl HACCP Certified

Company and which are also approved by the FDA, USA.

The Legacy

Haldiram's is a name traditionally associated with quality and taste in sweets and namkeens ror
tie past six decades in India and abroad. It made its modest start way back in 1941 in Bikaner,
Rajasthan as a family run business and even today is privately owned by the Aggarwal family
with Mr. Manohar Aggarwal as tie CEO of the Nonh India region.
The brand 'HALDIRAM BHUJIAWALA' was introduced during pre-partition era, which is
1941. aryl has never looked back ever since. It ventured into the retail industry by opening up a
shop in 1983 in Chandni Chowk, which was then the conunercial hub of Delhi. The prime focus
was to serve sweets and namkeens to the direct consumers arul traders.
The group comprises of three companies - HMCL. Haldiram Foods Internatmal Ltd. (Nagpur)
and Haldiram Bhujiawala Ltd., Kolkata, which share only the brand name. They have different
operational areas, with HMCL catering to the northern region. Haldiram Foods caters to the
western and southern markets and Haldiram Bhujiawala to the eastem part.

Page 28 of 57
Encouraged by tie tremendous response towards its products from everyone, Haldiram•s
decided to go in for up- gradation of technology, packing and production. This was made
possible by the installation of modern, sophisticated and state-of-theart technology. plants and
machinery. Through hard work uncompromising quality and dedicated service, Haldiram's
became a part of every Indian family and there existed such house that did not know of the
brand or its products, which include not just sweets and namkeens syrups snacks as well.
Extensive braruling activities in the past decade are bearing fruits now, as the company is the
undisputed market leader in the namkeen segment of the snack food industry.
Even though it has come a long way from its original "haluui shop" days, the company is still
trying hard to change its traditional image aryl rmdernize it to suit a new target With the kind of
infrastructure, the company has, it is already giving the rm)re established international brands a
run for their money.

Where is it today?

Haldiram•s has 70% of the total namkeen market share and is the leader in the organized
sweets rnarket and has picked up in the snack food market Of potato chips with Tak-a-Tak
The company enjoys top of the mind awareness and has a loyal customer base. The company's
exports are growing at a positive note and the company on a daily basis registers a 2-3%
growth. The company has been registering a 15% growth in its total sales every year.

How did it get here?

Haldiram's reached its strong position in the market through strict quality and taste control
measures made possible by the international infrzNructure facilities made available for
production by a visionary leader Mr. Manohar Aggarwal. It has come a long way from its
initial "halwai-shop " days and is now on the road to becoming a corporate organization. It was
the first snack food manufacturer to lay such high priority on quality control and taste
stamlardization. The company does not in getting into the competitive rat race and is satisfied
with its current status in the industry.

Mission

"Our consistent quality, best packaging strategy, vast market coverage and experience have
given us a cutting edge vis-å-vis our competitors. Our natural inclination to improve our
performance and quality with each passing year has taken us way ahead of our nearest

Page 29 of 57
competitor. The people at Haldiram's are very friendly and sensitive towards the complaints
from consunErs and traders, which in fact are a rare occurrence"

Page 30 of 57
Awards
Haldiram's the prestigious 'INTERNATIONAL AWARD FOR FOOD &
BEVERAGES' awarded by Trade Leaders Club in Barcelona, Spain in 1994.
The Group also to its credit 'KASHALKAR MEMORAIL AWARD' presented by All
India Food Preservers Association (Regd.) in 1996 at its Gok]en Jubilee Celebration for
manufacturing the best quality food products.
'BRAND EQUIN AWARD 1998' was awarded by Progress Harmony
Developnent Chamber of Commerce & Industry in recognition of creating successful
Indian Brand 'HALDIRAM'.
'APEDA EXPORT AWARD 2001-2002', awarded by Agricultural & Processed Food
Products Export Development Autmrity for the outqanding contribution to the
prormtion of Agricultural & Processed Food Products during the year 2001-2002.
'MERA DELHI AWARD - 2004' for the exemplary contribution in the field of export.

Certifications
Haldiram's has the following quality certifications:

ISO 9002
HACCP

Exports

Haldiram's Group had foreseen the growth potential in the fast food industry, which was
growing by leaps and bounds. 'Namkeens' was one of the areas which was rmst sought after and
the company, without lagging behind, had set up tie most modern plant adjacent to the outlet at
Main Mathura Road exclusively for the manufacture of 'Namkeens'.
This plant wæs set up in the year 1997 under tie stewardship of Mr. Pankaj Aggarwal, a young.
dynamic entrepreneur with a flair for modern techniques of management, leadership, open
vision and result orientation. Umler the leadership of Mr. Pankaj Aggarwal, who is currently
also the Managing Director of Haldiram's Group, the packaging, quality aril competitive
pricing strategies or the company have become the hall mark of Haldiram's Namkeen and with
the installation of state-of the-art manufacturing equipnrnt from the U.S.A, the company has
also started manufacturing potato products and has been able to increase its market share
anwngst stiff competition from multinational giants such as Frito Lays.

Page 31
Needless to say. the company is exporting its products to various parts or the World viz.
U.S.A., Canada. U.K.. Europe. Middle East, Far East, Moscow, Australia, New Z•aland, Sri
Lanka, Nepal, Japan, Ihailand, etc. aryl is on the threshold of penetrating others parts of the
world. thanks to wilespread Indian community in various parts of the world.
It is encouraging to note that group is receiving positive enquires from prospective clients
aboard and is quite confident to fully meet their demand with positive attitude, personalized
service and quality products.
Continuous efforts are being initiated to nuke sure that Haldiram's reaches the untapped
markets aboard and earns valuable foreign exchange for the country.
Haldiram's competes on the basis of numerous factors including braml recognition due to
distinct packaging, product quality, traditional taste and authentic Indian flavour. The
company's timely introduction of new products and line extension has played a major part in
the buying behaviour of consumers as well.

Eleven Brand Definitions

i) Product

Haldiram's products are traditional high-quality Indian sweets, namkeens and snack food items
at a premium yet affordable price. They were the first in India to use stateof-the-art technology
for manufacturing traditional Indian snack items thus setting quality standards am] improving
tie shelf life of the products as well.

ii) Brand

Mien it comes to sweets, namkeets and snack food items, Haldiram's is a name trusted across
the Irxlian sub-continent. It is a nane associated with high quality and traditional taste.

iii) Brand Name

The brand nane Haldiram's came from the owner's forefathers and one thing is clear,
the name has Iren chosen on a purely personal basis. What was chosen as a name for
the company decades ago has today revolutionized the way we look at the ethnic snack
rood industry.

iv) Brand Core Values

Page 32 of 57
Haldiram's brand core values are quality, taste, variety, traditional and very Indian.

v) Brand Character

The brand character of Haldiram's that distinguishes it from its main competitor
FRITO LAYS is its 'traditional Indian taste'.

vi) Brand Personality

It is not the brand alone but the manner in which the brand presents its characteristics.
Haldiram's depicts the personality of a man, who is rooted in his tradition out of choice
and not compulsion. He is very Indian in his tastes, choices and behaviour and puts a
high premium on quality as well.

vii) Brand Position

This refers to the consumer’s' placement of a company vis-å-vis its competitors.

Haldiram's has also been rated as the second fastest gmwing FMCG Company in India,
has 70% of the total market share in the namkeens category and is posing to be the
biggest threat to the multinational giant FRITO LAYS in the snack food market. As far
as the sweets and namkeens are concerned it is the undisputed leader in the organized
sector.
Its position in term; of pricing is premium yet affordable. It enjoys top of the mind
recall and awareness in its target audience but this could very easily be subverted if the
company does not bring into place strong branding immediately.

viii) Brand Positioning

Haldiram's has uniquely positöned its It has positioned itself as a premium segnrnt
product available to all those who can afford it. It is in not perceived to be cheap but
does offer good value for money giving high priority to quality and taste
standardization throughout its outlets, which are suitably located in posh areas of the
city. Initially the brand catered only to the 35+ category with its positioning statement

Page 33 of 57
"Alwa» in good taste" but lately the company has started to target kids and teenagers
as well with a hinglish baseline "har zuban pe".
Haldiranrs has also gained an edge over its competitors by minimizing promotion
costs. Haldirams once was just another sweet maker but it had ny»ved into trained
brands by improving the product quality and packaging. Through its clever products
& brilliant distribution it has moved into the star category of brands.

ix) Mnemonic

Whenever one things ofa brand. the first thing that cones to tkr mind that reminds us of
just the brand and not the features attached to it is considered ms the mnemonic for that
brand. In Ilaldiram's case it is mt available as yet but is under consideration. For the
time being the logo, itself could be taken as the mnemonic for tle brand.

x) Brand Property

It is the memory device, which not only reminds the consumers of the brand name but
also its core values. In case of Haldiram's the brand property would be its red and white
stylized logo and its base line "Every zuban pe " which is reminiscent or the fact that
the brand is an established one with top of the mind recall.

xi) Brand Equity

In case of Haldiram's the trand equity is its 70% holding of tie entire market for
namkeens, its undisputed Eadership in tle sweets category and also top of the mind
recall amongst the target audiences vis-i-vis tie competitors in the sweets and namkeen
market achieved through decades of quality and taste control neasures. The taste that
Haldiram's provides through its products is very Indian and yet it maintains
international quality standards.

CONSUMER BEHAVIOUR ANALYSIS OF

HALDIRAM’S

Page 34 of 57
NAMKEENS

Ever since the Indian consumer started showing an interest in the branded and
packaged namkeens, there has been a spurt in the number of players in this segment.
Haldiram's is the undisputed leader in this segment. But today consumers have a lot of
options arul variety to choosæ from and so a consumer survey is imperative to study
tlw• buying trends and patterns.
The objectives of the undertaken study are to analyse:

The most favourable choice of namkeens

Factors influencing buying behaviour

Type of Buying behaviour Brand loyalty

Substitutability of the product

Future expectations of the buyers

Customer Value Analysis

Haldiram's
Haldiram's being the nurket leader offers enormous benefits to its customers. On the
basis of the consunrr behaviour survey, the highest benefit that Haldiram's offers is by
way of hygiene and taste. Another big strength of Haldiram's, which a factor rated
pretty high by the consumers. was Packaging. By providing fresh and tight packaging
Haldiram•s ensures that their consumers can use it for a longer period of time.
Anotlk•r benefit that Haldiram's offers is the immense variety in their product line. In
lilc•t, in the namkeens segment itself Haldiram's offers about 40+ varieties and ensures
that this benefit stays on by constantly innovating and coming out with new types of
namkeens. best part is that they offer traditional snacks rather than modern snacks,
which go down very well with the Indian consumer.

Types of Competitive Strategies

From information based on the consumer survey. out of 150 people 136 consumed
Haldirarn's products. Since 91% of responses indicate consumption of Haldiram's
products. we conclude that Haldiram's is the market leader in the namkeens segment. In
the consumer survey that we had done, hygiene and taste had come out as the highest

Page 35 of 57
priority factors that influence the buying behaviours. I-laldiram's adopts the following
nurket leader strategies.

Market leader strategies adopted by Haldiram 's

i) Increasing the total market share

Being a market leader. one of Haldiram's strategies has been to solicit new users for
their products. They have done this by targeting the NRI's living abroad and exporting
their namkeens there. This in turn has also Ik•lped create awareness about their product
among the non-NRl's abroad. Its foray into the foreign markets has been carefully
strategized as in the customization of its products. Apart from this, they have also
perw•trated the rural markets quiet effectively by bringing out their products in small,
affordable packets. All these new markets have helped consolidate Haldiram's position
as a market leader.

ii) Defending Market Share

To protect its position as market leader, Haldiram's makes use of two defence
strategies: Position Defence and Mobile defence.

l) Position defence
Haldiram's has built for itself quite a superior Irand image, making it extremely
difficult for its competitors to break this image. Thus, the competitors have to put
in extra efforts to create a brand much n»re superior than Haldiram 's.

2) Mobile defence

This involves the leader stretching its domain over new territories that can serve as
future canters for defence and offense. Under this defence, Haldiram's follows the
'Market Broadening' mobile defence. The recent establishnrnt of their Nagpur plant
shows that they are now concentrating on the Southern region. Also, their foray into
the international market arul their deeper penetrati»n into the rural market coupled
with introduction of their new product range like syrups.
pickles, etc.

Page 36 of 57
iii) Expanding Share

Over the years, Haldiram's has been diversifying its product line and entering newer
markets. This has resulted in considerably expanding the market share of Haldiram's,
thus also substantially increasing their products.

Page 37 of 57
 CHAPTER 3

DATA ANALYSIS AND

INTERPRETATION

What age profile do you belong to?

TABLE I
Age Group No. of Respondents
25-35 49
36-45 56
46-60 28
Above 60 17

INTERPRETATION

From the above table 32% respondents are belonging to the age category of 25-35yrs.
37% respondents are belonging to the category Of 36-45. 19% respondents are
belonging to the category of 46-60. respondents are belonging to the category of above
60.

Page 38 of 57
 2. Do you consume Haldiram' s products?

TABLE 2
Consume Haldiram products No of Respondents
Yes 136

No

INTERPRETATION

From the above data it is clear that most of the custonrrs (around 91%) of Delhi and
NCR have consumed the product of Haldiram. The rest 9% have not consumed the
product of Haldiram. In response as to whether or not consumed Haldiram's products,
136 of the 150 answered in the positive, which translates into almost 91% of the sample
size. This establishes the superiority and awareness of the product among the people.
Also another interesting point observed was that the three out of fourteen who didn't
consume Haldiram•s products weren't actually avers•• to Haldiram•s products but did
not consume them because they either didn't consume nantkeens generally or had some
medical constraints.

3. What is your brand preference for namkeens?

TABLE 3
Which One Brand You Prefer No. Of Respondents
HALDIRAM 40

LAYS 30

LEHAR 23

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BIKANER 33

MTR 18

OTHER 6

INTERPRETATION

From the Above data it is cleared that there are many Good Competitors of Haldiram
still surviving amongst all on the Top is the strategy of Haldiram. As we can clearly see
the most Brand Preference is given to Haldiram amongst all of its Competitors.

4. Do you prefer local snacks?

TABLE 4
Prefer local snacks No. of respondents

yes 1 12

no 38

INTERPRETATION

Anotlw•r point that came across was that when questioned about the consumption of
other brands, the ck»sest competition for Haldiram's came from Bikaner and Lays.
Also only 25% preferred local snacks when compared to branded snacks which shows
that the branded snacks segment is cutting into the unbranded segment.

Page 40 of 57
 5. Since when have you been consuming Haldiram's Products?

TABLE 5
Comsuming Haldiram since No. of respondents

Less than 6months 6

6 monts- I yr 14

I yr-3yr 46

More than 3 yr 84

INTERPRETATION

56% of the respondents have been consuming Haldiram's namkeens for over 3 years
while 30.67% have been consuming it for between 1-3 years. With the arrival Of so
many competitors on the scene, even a period of year is k»ng enough to prove brand
loyalty which is established very firmly in this case. Thus the chances of the
substitutability of the Haldiram's namkeens by any other braml seem to be rather low as
there has been no switching of brands by any of these respondents. Those who have
tried it have maintained their loyalty towards it. This is again re-iterated by the
following chart, which depicts the perceived change in the quality of Haldiram•s
namkeens by the consumer.

6. How would you rate the quality of Haldiram over the period of use?

Page 41 of 57
 TABLE 6
Comparison of quality over the period of No. of respondents

Significantly Better 69
Better 46
Neutral 35
Worse

Significantly Worse

INTERPRETATION

None of the respondents subscribed to the view that the quality of Haldiram's
namkeens has got worse. They were either neutral or found it to be
better/significantly better than before. This might be one of the reasons for the
strong brand loyalty.

7. What factors motivated you to buy Haldiram's products?

TABLE 7
Ille Influencer No. of respodents
self 55
51
Family 26

Relatives 15

Neighbours

Frierxis 3

Page 42 of 57
 INTERPRETATION

On the basis of the chart above, it is evident that when it comes to buying namkeens
people tend not to get influenced by others. They rely on their own sense of
judgement to buy namkeens. However in some cases the family members tend to
influence the buying patterns of the buyer. Hence in this case there seems to be a
vacuum it comes to the role of the 'Influencer'. Because of this the respondent himself
also usually plays the role oftlw• 'Ik•cider'.

8. Which of these factors influence your buying behaviour

of namkeens?

TABLE 8
Factors No. of respondents
Price 6
Brand name 19

Quality 59
Taste 66
Packaging

INTERPRETATION

Consunrrs gave the highest priority to the taste of the namkeens as compared to the
other factors. Quality came in a close second on their priority list. What came, as a
surprise was that none of the respondents considered packaging as part of their
selection criteria, on which Haldiram's usually lays so much stress

Page 43 of 57
 9. How would you rate the following factors in order of your

preference?

Table 9
FACTORS NO. OF RESPODENTS

Variety 35

Food Taste & Quality 3

Hygiene

Nutrition Value 5

Price 50

Packaging 57

INTERPRETATION

Again. When asked to rate the importance level of six factors, the results were
interesting as most of the re.’00ndents considered ‘Packaging’ as only sonrwhat
important. Also the opinion on the price feature was divided some of them considered it
being important while some others considered it important and some even didn’t find it
important. The strongest factors that influenced the buyer While purchasing nankeens
were Food taste and quality and Hygiene. The ma»rity of the respondents rated these
two ihctors as being ‘Very Important’. Apart from these consumers also considered
‘Variety’ as an ‘Important’ factor while buying Namkeens. Nutritional value didn’t
seem to have much of an effect on the buying trends as opinion here again seems to be
divided.

10. How you find Haldiram's price?

Page 44 of 57
 TABLE 10
Haldiram's price No. of respondents

Very Low o

low

Reasonable 93

High 47

Very High 10

INTERPRETATION

With respect to Haldiram's it was found that of the respondents corrsidered the price to
be reasonable. However, 38% also considered it to be high. This confusion is however
solved when viewed in the light of the folhwing graph that analyses tip rating of
various factors.

11. Would you buy Haldiram's products for them?

TABLE 11
Factor Rating
Packaging 89

Variety 90

price 75

Quality 95

Hygiene 96

Taste 95

Page 45 of 57
 INTERPRETATION

In the above chart, the respondents were asked to rate the factors based on a 5-point
scale, 5 being the highest. The total score for each factor has been computed by
multiplying the rating with the corresponding number of respondents. Here again the
same trend of hygierr and taste being given the highest priority is reiterated. The
confusion relating to the price factor is solved as ‘Price’ gets the least priority among
the people surveyed. Hence people don’t mind paying for Haldiram•s namkeens as
long as they get a tasty and hygienic product as value for their money. Once again
Packaging, which is a top priority for Haldiram’s, fails to get top priority among the
consumers and finishes fifth on the priority list. This can be correlated to Herzberg’s
two-factor theory. The absence of good packaging may lead to dissatisfaction among
the consumers but tip p’esence of it does mt seem to create any particular
satisfaction among the consumer.

12. How would you rate the Haldiram's namkeens for their
nutritional value?

TABLE 12
Haldiram's Namkeens nutritional No of respondents
value
M inimal 76

Adequate 47

Healthy 27

Page 46 of 57
 INTERPRETATION

When it comes to then nutritional value of Haldiram•s namkeens, 51% of the

respondents felt that the nutritional value was minimal while none of them felt that it
was healthy. But despite this the average consunrr prefers to buy Haldiram’s namkeens
thereby proving that the lack of sufficient nutritional value isn’t a deterrent in
purchasing their namkeens.

13. Do you buy Haldiram's gift packages?

TABLE 13
You Buy Haldiram's Gift No of Respondents
Packages
Yes 82

No 68

INTERPRETATION

Haldiram’s attaches a lot of value to its gift packages offered during the festive season.
However, 45.33% of the respondents didn’t buy such packages. This shows that the gift
packages being offered don’t play such an important role on buying behaviour of the
consumer.

14. Do you think that is there any Significance Difference between

Haldiram's and other brands?

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 TABLE 14
Significance Difference No of respondents

Yes 97

No 53

INTERPRETATION

When asked to wlrther they found any significance difference between Haldiram's and
any other brand, 64.66% are of the view that there does exist a significant difference.
Also, a product like namkeens involves low involvement kvels while buying. Thus. it
can conclude that buying behaviour ofthe consumers of Haldiram's namkeens is the
'Variety-seeking buying behaviour'. This translates into a positive for Haldiram's, as the
consumers, in spite of trying different brands, seem to be coming back to Haldtrarnv

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 CHAPTER 4

Conclusions And
Recommendation

FINDINGS

The survey also sought to know as to what the consumers expect in tir future from
Haldiram’s Namkeens and otherwise. Many creative ideas carne out. With regard to
Namkeens, people are looking forward to popcorn, cheese balls, much more variety in
the wafers, banana chips, roasted nuts, etc. Many of the respondents are seeking low
calori• namkeens from Haldiram’s and there is also a demand for many rmre varieties
in bhujia ‘s. The minimal nutrition levels do not seem to be affecting the buying trends
of the consumers right now; but as people are becoming more and more health
conscious, in the future consumers might be looking forward to low calorie namkeens
and snacks from Haldiram’s. Apart from the Namkeens segnrnt, the consumers in
general are looking forward to products like masalas, milk and milk related products,
ice creams, etc… from Haldiram’s.

CONCLUSION

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 country, Haldiram's
and the Delhi-based snack-food-retailer Bikanervala 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 HUL into this ilklustry, 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 nreting these demands and only requires a certain revision in its strategies

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to be able to do so successfully. which it already has begun to u)nsider. There high
awareness level for different Hakliram's products armngst the retailer.
Market share of Haldiram's namkeen is more than double of its competitors.

RECOMMENDATIONS

Media Mix
Haldirams should aim at constructing a comprehensive Ilk'dia mix.

It could venture into corporate tie-ups at its various outlets.

Set up mini outlets inside the multinational office complexes.

Cash in on the call centre wave and have tie-ups with business process
outsourcing companies.

Undertake catering at get together, wedding and kitty parties for women who
form a chunk of its target audience.

Conduct road shows on various campuses nationwide.

Company should have nuke endeavour in this context like Advertisement.

Page 50 of 57
 BIBLIOGRAPHY

BOOKS REFFERED:
Kotler, Philip, and Keith Kohn. Cox. Marketing Management and Strategy: a
Reader. Prentice-Hall, 1988.

Sahadev Sunil, and Tapan k Panda, Sales & Distribution

Quinlan. Christina, et al. Business Research Methods. Cengage Learning

EMEA. 2015.

Batra K Satish, and Kazmi, Consumer Behaviour

Marketing Management by Dr. C.B. GUITA and Dr. N RAJAN NAIR

Kothari, C.R. (2004) Research Methodology: Methods and Techniques. 2nd

Editijn, New Age International Publishers, New Delhi.

NEWSPAPERS:

The Hindu
Times Of India

Websites:

w ww. Indianfoodindustry.net
www.hald iramsusa.com
www.bika•i.com
www.google.co.in
www. samrat namkeen.com
The Himlu(www.hinduonnet.cx»m)
Times news Network(www.ecx»nomictinws.indiatimes.com)

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 APPENDIX
QUESTIONNAIRE

What age profile do you belong to?

o 15-20

o 21-24

o 31-40

o 41-50

o More than
50

Q2. Do you consume Haldiram's products?

o Yes

o No

Q3.What is your brand preference for namkeens?

o Haldiram

o Lays

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 o Lehar

o Bikaner

o Others

Q4. Do you prefer local snacks?

o Yes

o No

Q5. Since when have you

been consuming
haldiram’s products?

o Less than
6 months

o 6 month
— l year

o 1-3 years

o Greater
than 3 years

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Q6. How would you rate the quality of Haldiram over the period of use?

o Significantly

o Better

o Natural

o Worse

o Significantly
worse

Q7. What factors motivated you to buy Haldiram’s products?

o Friends

o Neighbours

o Relatives

o Family

o o Self

Q8. Which of these factors influence your buying behaviour of namkeens?

o Packaging

o Quality

o Price

Q9. How would you rate the following factors in order of your preference?

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 o Variety

o Food taste and

quality

o Hygiene

o Nutritional
value

o Price

o Packaging

Q10. How you find Haldiram's price?

o High

o Very high

o Very low

o Low

o Reasonable

Q11. Would you buy Haldiram's products for their

 Packaging

 Variety

 Price

 Quality

 Hygiene

 Taste

Q12. How would you rate the Haldiram's narnkeens tor their nutritional value?
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 o Minimal

o Adequate

o Healthy

Q13. Do you buy Haldiram's gift packages?

o Yes
o No

Q14. Do you think that is there any significance difference

between Haldiram's products and other brands ?
o Yes
o No

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THANKYOU!

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