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Haldiram




           Aruja Krishnan
           PCL -1 (AMC)
Introduction:

  Haldiram's started in Bikaner, is one of India's
 largest sweets and snacks manufacturers.
 Haldiram has its establishment in many parts of
 India viz Delhi, Gurgaon, Nagpur etc.

 Haldiram was ranked as the 98th in the "India'
 Most Trusted Brands 2003" Survey done by A.C.
 Nielsen ORG MARG commissioned by " The
 Economics Timesµ
1. "The company caters to the Indian palate, which is
   its primary driver of success". In light of this
   statement, critically examine and suggest the Retail
   marketing strategies to be adopted by Haldiram's to
   capture a sizeable market share of the organized
   namkeens and sweets market In India.
Advantages with Haldiram:

 Players are less

 Indian flavored snacks are not available in the
 same form as the Haldiram provides

 Hygienically prepared and packed
The retail marketing strategies to be adopted
by Haldiram to capture market share are:
   Anticipating consumer requirement
   Introducing new flavors in timely intervals
   Place the products near the counters to persuade
   impulsive purchase
   Make the packaging appealing to the consumers
   The pack can be designed as a container which can
   be used by the consumers in future with Haldiram·s
   branding on it
   Never compromise on the quality and taste of the
   product
2. In the modem competitive scenario,
  promotion is a key element in the
  marketing mix of a company. Critically
  analyze the promotion strategies adopted
  by Haldiram's to suit to Indian consumer·s
  buying behavior for namkeen and sweet
  market?
Promotions can be divided into two
categories:
 Above The Line (ATL)

 Below The Line (BTL)
Combination of both:
Mass market- Television

FM radio

Events in women clubs

Sponsor cookery shows

 Sales promotions -"Act now due to limited supply!"
type.

Loyalty program
3. Namkeens contribute a major share of the revenues
of Haldiram's. Given the competitive scenario in the
salty snack foods market in India, where competitors
such as Frito Lay are spending huge money and
resources in brand building , what branding strategy
should Haldiram's should to adopt to remain
competitive with big names like Frito Lay and others?
Haldiram is a national brand as it works under the
Ministry of Commerce, Government of India.
Communicate the advantages of consuming its
namkeen:

 free from all artificial ingredients

 in traditional method

Create an extensive advertisement campaign which
will reach out to consumers and deliver the desired
message thus re-enforcing the product into the
market.
4. Haldiram·s products have become like FMCG.
  It is very important to have an effective
  advertising Suggest an advertising plan with an
  objective to achieve market leadership status.
Brand personality of Haldiram:
Rich in taste and quality

Down to earth, honest, wholesome, authentic and genuine brand

High quality and has rich patronage
Design ATL promotions by combining:

Creating attractive posters, brochures, and mailers to be
distributed in malls, near colleges, and cafeterias
Utilize press and outdoor media to communicate its taste
appetite
Hoardings, signage and POPs
Tag line: ³always in good taste´ load and clear in all
advertisements
Personalized mails can be sent to loyal customers and important
corporate clients
5. Haldiram¶s need to expand in a fast growing
market requires a well thought of campaign strategy
supported by advertising. Identify the media and
media vehicles for campaign for each region, i.e.,
East, West, South and North. You must also be
specific about the frequency of campaign based upon
regional factors.
Types of media vehicles:
 Broadcast media: television and radio

 Narrow casting: aim a radio or TV program or programming
 at a specific, limited audience or consumer market

 New media: SMS - sales promotions

 Internet advertisement: Haldiram can disperse the message to
 a wider range of audience, this medium is interactive.
Media vehicles:
  East : Newspaper and hoardings

  West: Traditional method

  North: Television, FM radio, events and new media

  South: Events, televisions, newspaper and new media
Thank you!!!

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31191934 haldiram-ppt

  • 1. Haldiram Aruja Krishnan PCL -1 (AMC)
  • 2. Introduction: Haldiram's started in Bikaner, is one of India's largest sweets and snacks manufacturers. Haldiram has its establishment in many parts of India viz Delhi, Gurgaon, Nagpur etc. Haldiram was ranked as the 98th in the "India' Most Trusted Brands 2003" Survey done by A.C. Nielsen ORG MARG commissioned by " The Economics Timesµ
  • 3. 1. "The company caters to the Indian palate, which is its primary driver of success". In light of this statement, critically examine and suggest the Retail marketing strategies to be adopted by Haldiram's to capture a sizeable market share of the organized namkeens and sweets market In India.
  • 4. Advantages with Haldiram: Players are less Indian flavored snacks are not available in the same form as the Haldiram provides Hygienically prepared and packed
  • 5. The retail marketing strategies to be adopted by Haldiram to capture market share are: Anticipating consumer requirement Introducing new flavors in timely intervals Place the products near the counters to persuade impulsive purchase Make the packaging appealing to the consumers The pack can be designed as a container which can be used by the consumers in future with Haldiram·s branding on it Never compromise on the quality and taste of the product
  • 6. 2. In the modem competitive scenario, promotion is a key element in the marketing mix of a company. Critically analyze the promotion strategies adopted by Haldiram's to suit to Indian consumer·s buying behavior for namkeen and sweet market?
  • 7. Promotions can be divided into two categories: Above The Line (ATL) Below The Line (BTL)
  • 8. Combination of both: Mass market- Television FM radio Events in women clubs Sponsor cookery shows Sales promotions -"Act now due to limited supply!" type. Loyalty program
  • 9. 3. Namkeens contribute a major share of the revenues of Haldiram's. Given the competitive scenario in the salty snack foods market in India, where competitors such as Frito Lay are spending huge money and resources in brand building , what branding strategy should Haldiram's should to adopt to remain competitive with big names like Frito Lay and others?
  • 10. Haldiram is a national brand as it works under the Ministry of Commerce, Government of India. Communicate the advantages of consuming its namkeen: free from all artificial ingredients in traditional method Create an extensive advertisement campaign which will reach out to consumers and deliver the desired message thus re-enforcing the product into the market.
  • 11. 4. Haldiram·s products have become like FMCG. It is very important to have an effective advertising Suggest an advertising plan with an objective to achieve market leadership status.
  • 12. Brand personality of Haldiram: Rich in taste and quality Down to earth, honest, wholesome, authentic and genuine brand High quality and has rich patronage
  • 13. Design ATL promotions by combining: Creating attractive posters, brochures, and mailers to be distributed in malls, near colleges, and cafeterias Utilize press and outdoor media to communicate its taste appetite Hoardings, signage and POPs Tag line: ³always in good taste´ load and clear in all advertisements Personalized mails can be sent to loyal customers and important corporate clients
  • 14. 5. Haldiram¶s need to expand in a fast growing market requires a well thought of campaign strategy supported by advertising. Identify the media and media vehicles for campaign for each region, i.e., East, West, South and North. You must also be specific about the frequency of campaign based upon regional factors.
  • 15. Types of media vehicles: Broadcast media: television and radio Narrow casting: aim a radio or TV program or programming at a specific, limited audience or consumer market New media: SMS - sales promotions Internet advertisement: Haldiram can disperse the message to a wider range of audience, this medium is interactive.
  • 16. Media vehicles: East : Newspaper and hoardings West: Traditional method North: Television, FM radio, events and new media South: Events, televisions, newspaper and new media