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GC university, Faisalabad - Pakistan

Department of Business AdministrationM.B.A 2nd Morning session 2013-2017

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PRESENTED BY;

Arif tehmas Sajjid JavedAli RazaFaisal ImranUmair Akram

“We are all proud of Gcians”

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Arif Tehmas Roll no 10725

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Overview of case

• Background• Aggarwal family • Issues • Solution• Marketing Mix• Product • Price• Place• Promotion• Packaging• Expansion

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Haldiram’sGetting the Four Ps Right

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Background of Haldiram’s Starts from the time of British in India in 1937 Northern India city of Bikaner Bikaner is the land of Rajputs-Rajasthan Aggarwal family established a sweet shop in Bikaner In 1990s they expanded their family business Units established in three cities Kolkata in East, Nagpur in West & Delhi in North It was lead by three brothers shri Moolchand, shri

satyanarain and shri Rameshwar

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Background of Haldiram’s In 1941 After the popularization of its “Bhujia” Aggarwal

came to use the name “Haldiram’s Bhujiawala”. In 1958 established manufacturing unit for making &

processing sweet & salty snakes in Kolkata. In 1970 a much larger manufacturing unit was

establishment in Nagpur. In 1983 they moved to Delhi & open shop in Chandni

Chowk, Delhi. Mumbai manufacturing unit in 1990. In 1995 a restaurant was open in Delhi.

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Vision, Mission, GoalVision : Be the trend setter in field of healthy & tasty eating to achieve sustainable growth. This will bring about an overall upliftment of the organization, its people & society.Mission : Review, recreate & discover trend of healthy eating & innovate & invent fresh new methods to nourish and delight everyone we serve.Goal: To provide our customer perfect taste and quality in best packaging.

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Product Range Traditional Indian Sweets & snakes Sold on special occasions like Diwali, Bhai Dooj & Holi

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ISSUES How Would they keep the company on a high growth trajectory? How would the company tackle the competition from small, unorganized players in market? Could Haldiram's create & sustain a clear differentiator that marked it different from these players?

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Sajjid Javed Roll no 10708

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Solution answer lies in simple fact that they go “ Marketing Mix “

Marketing Mix

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PRODUCTS In summer, the demand for fruit-flavored cold drinks or sharbats peaked. During festive season demand for sweets was high. First Indian company to brand namkeens. High quality & hygiene standards. Add bakery items & dairy products. Wide product range (30 varieties of “namkeens” snacks.

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INTERNATIONAL Haldiram enter in international market in 2000. Export increase from $1.7 million to $ 6 million from year 200 to till today. Open restaurant in abroad. Available in UK, USA, UEA, Srilanka, Canada Japan, Australia, Singapore, Malaysia, South Africa, Qatar, Kenya, Bahrain.

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Lists of Products Traditional Range of Nimko. Various kinds of sweets. Bakery items & dairy products. Papads. Ice creams.

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Distribution of Product

Company Manufacturing Unit

Distributor’s

Retailer's

Consumer’s

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Lists of products

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Profitability Namkeen 60% Sweet 30% Fast food 10%

60%30%

10%

Sales

Namkeen sweet Other

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Ali Raza Roll no 10720

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Pricing Haldiram’s offers its product competitive prices in order to penetrate huge unorganized market of Namkeen & sweets. The company pricing strategy has taken into consideration the price conscious nature of consumer in India. Haldiram has launched Namkeen in small packet of 30 grams, priced as low as Rs.5. the company also launched Namkeen in 5 different packs with prices various according to their weights.

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Pricing Prices also vary on basis of type of material used to manufacture it. Cost of metalizes packing also has an impact on price. Company revises prices of products upwards only when there is increase in raw material costs.

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Place Robust distribution network.

Attractive policy to encourage distributor or retailers.

Strength its distribution through internet. For example, www.channelindia.com

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Faisal Imran

Roll no 10720

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Promotion

• Promotion is also another feature or element “Marketing Mix”

• Promotion refers to raising customer awareness of a product or increasing sales & creating brand loyalty.

Promotion

• Different ways to promote a product,• Promoters use internal advertising,• On special events, newspaper, magazines,• Internet • Posters• Hoarding• These are design to enhance the visibility

of Haldirams product.

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Promotion

• For example, when we purchase a product company provide different types of incentives like discount, free sample etc…

• This method also use to promote the given product.• Haldirams product promotion had been low key

competition intensified in the snack food market.• To increase the visibility of Haldirams brand company

place its hoarding in traffic areas such as train station & bus stand.

• For those people who want to know about Haldirams product special broacher were design which described product & give information about ingredients used to make it.

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Promotion An Often recalled punch line for Haldiram's product “Always In good taste” or “ chota samosa-big maza ” or “Millions of tongues can’t go wrong”.

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Umair Akram

Roll no 10745

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Packaging Packaging is an important aspect of Haldiram’s product promotion. Since Nankeen's are impulse purchase items. Attractive packaging in different colors influences purchases. Haldiram’s uses latest technology to increase shelf life of its products. Shelf life of similar product is less then single a week, while shelf life of Haldiram’s product is 6 months. Posters highlighting shelf life of its products carried caption “6 months on the shelf & 6 second in mouth”

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Packaging During festival season, Haldiram’s products were sold in specially packaged gifts packs.

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Expansion Haldiram’s was not the kind of company to stay with what it had already achieved. The restaurant at Nagpur devised an innovative strategy. Travelers passing through Nagpur railway station in ordering food from Ares where company stockiest were located. Customer could place an order for lunch or dinner through cheque at Nagpur unit.

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Expansion Along with payment , customer asked to provide information such as name of train, time of arrival, customers name & seat number. The lunch or dinner was then delivered to them when train arrived at Nagpur.

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Further Discussion Industry continue to grow by day, besides traditional Namkeen & sweets Indian customer are today gifting other items such as Chocolates & flowers on occasions. It is also directly taking on Haldirams namkeen range of products which are also competitively priced & its “Aloo Bhujia”

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Conclusion

• After proper research about all market’s conditions.

• Market manager should implement the market mix proper.

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