Haldiram[1]
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Haldiram was started in 1937 as a small sweet shop in Bikaner, India. It was the first company to brand and package traditional Indian snack foods ("namkeen"), pioneering techniques that increased shelf life from less than a week to over six months. Over time, Haldiram grew from a small sweet shop to an international chain present in over 50 cities. It faces competition from other snack food brands but maintains strength in its brand, packaging innovation, and understanding of regional markets. Going forward, Haldiram aims to expand its export business, distribution network, and product lines.
Haldiram[1]
- 2. Introduction Started as small time sweet shop in Bikaner in 1937First company in India to Brand “Namkeen”The first company to offer traditional Indian snack foodFirst mover advantage-branded namkeen and technology in packaging in India present in more then 50 citiesHas grown from a small sweet shop to international chain.
- 3. Evaluation Early 90s- split of 3 units1992-manufacturing unit with retail1995- restaurant in Delhi1997- Separate unit for namkeen1999- started operating as separate entity competing among themselves for market share2000- international marketOver a period of time the haldiram’s group has emerged as a household name for ready-to-eat snack in India.
- 4. TREND SETTERIt was the first company to brand “Namkeen”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 customersThe group also pioneered new ways of packaging namkeens Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months
- 5. Strength as a brandFirst mover advantageProduct quality and hygieneValue for money productRich culture heritage-exchange of giftsHoardings for promotionFor all age group
- 6. PRODUCTS OFFERED BY HALDIRAMNAMKEEN (60%)SWEETSSHARBATBAKERY ITEMSDAIRY PRODUCTSPAPADICE-CREAM
- 7. PRODUCT PORTFOLIO OF Haldiram
- 8. PRICE RANGE OF NAMKEEN OFFERED BY HALDIRAMPrice(in Rs)Pack weight51018-2540-7095-20030 gm85 gm180-250gms400-500gms1kg
- 9. Major Competitors FRITO LAYLAYS
- 10. KURKURE
- 11. LAHER NAMKEEN
- 12. CHEETOS
- 13. UNCLE CHIPSITCBINGOPARLE SNACKSSMART CHIPS
- 14. CHEESLINGS
- 15. MUSST BITES
- 17. MARKET SHARE
- 18. PRICING STRATEGY OF HALDIRAMHaldiram's offered its products at competitive prices in order to penetratethe huge unorganized market of namkeens and sweets.The company's pricing strategy took into consideration the price conscious nature of consumers in India.Haldiram's launched namkeens in small packets of 30 grams, priced as low as Rs.5.The company also launched namkeens in five different packs with prices varying according to their weights .
- 19. STRATEGY OF THIER COMPETITORSAs this market is drivin by high impulsive buyers of snack food,thete is a very little dichotomy in the pricing strategy of all major players.The pricing strategy of lays is consistent with other comprtingplayesLays and Kurkure,the two popular choices comes in different SKU’s priced at Rs.5, Rs.10, Rs.20 similar to bingo and haldiramRecently fritolay launched a Rs.3 SKU for its Kurkure brand in bid to compete more aggressively.Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and 20. •.Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this
- 20. STREGNTH STRONG BRANDPACKAGINGINNOVATIVE THINKINGGEOGRAPHICAL UNDERSTANDING OF THE MARKETWEAKNESS:TOO MUCH STRESS ON TRADITIONAL INDIAN ITEMSPRODUCT PROMOTIONINTERNAL RIVALRYLIMITED NO. OF OUTLETSSWOTTHREATSUNORGANISED MARKET PLAYERSORGANISED COMPETITORSFAMILY DISPUTESSPURIOUS PRODUCTOPPORTUNITIES S EXPANSION OF OUTLETS IN CLASS 2 CITIE HOME DELIVERYYOUTH ORIENTED PRODUCT PROMOTIONFOREIGN MARKET
- 21. FUTURE EXPANSIONSTo increase exportTo increase the existing strong distribution network.To come up with IPO to fund its diversification and expansion plan.To launch egg-less bakery items.
- 22. THANK YOU