bm_haldiram repositioning

8/3/2019 BM_Haldiram repositioning

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Haldiram


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EVOLUTION

1937 Bikaner

3 units till 90s Kolkata, Nagpur & New

Delhi. First Mover Advantage Branded Namkeens

& Technology in Packing.

Traditional Indian Food Hygiene & Quality Competitors Unorganized market, Frito

Lays India, SM foods, Bakemans, etc.


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EVOLUTION

Early 90s Split of 3 Units

1992 Manufacturing Unit with Retail Outlet

1995 Restaurant in Delhi

1997 Unit for Namkeens

1999

Started Operating as Separate EntitiesCompetition among themselves for Market

Share

2000 International Markets


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STRENGTHS AS BRAND

First Mover Advantage

Product Quality & Hygiene

Value for Money Products

Rich Cultural Heritage Exchange of Gifts

Strong Distribution Network

Hoardings for Promotion For all Age Groups

Various Awards of Recognition


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MARKET STRUCTURESUBSTITUTE PRODUCTS

Potato Chips

Biscuits

Fast Food & Sweet Shops

Popcorns & Peanuts

Home Made Preparations

INDUSTRY COMPETITORS

Pepsi Foods & Frito Lays

Bakemans

Nathus

Evergreens

SM Foods

Britannia

Unorganised Players

SUPPLIERS

FarmersManufacturers Units

Other Vendors

C&F Agents

Distributors

Semi Wholesaler

Retail Shops & Paanwalas

BUYERS

Corporate OfficesHouseholds

Restaurants &

Eateries

Canteens &

Factories

POTENTIAL ENTRANTS

Existing Industry Competitors

Small Regional Players

International Players


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RESTAURANT CONTDSUBSTITUTE PRODUCTS

South Indian Food

Fast Food

Mughlai Food

Chinese Food

Inter-Continental Food

Home Made Preparations

INDUSTRY COMPETITORS

Nathus

Evergreens

Bengali Sweets

Sagar Ratna

McDonalds & Nirulas

Yo! China

Local Sweet Shops

SUPPLIERSFarmers

Manufacturers Units

Packaging Suppliers

Other Vendors

BUYERSCorporate Offices

Families

Singles & Couples

POTENTIAL ENTRANTS

Existing Industry Competitors

Small Regional Players

International Pla ers


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PRODUCT

Scope Exhaustive Range of RTE Products

Attributes / Benefits

Packaging for longer shelf life & freshness

Various price points & reasonable

State of art manufacturing technology

Easy availability

Quality / Value Good quality at competitive prices

Uses

Filler between meals

For serving to guests


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BRAND

Users Gourmets having inclination towards Indianmeals

Country of Origin Bikaner

Organization Associations Innovative & High qualityproducts

Brand Personality Maharaj known for lip-smackingdishes

Symbol Written in golden for richness & purity Brand Customer relationshipIndian taste at anytime

Emotional Benefits Smart purchase of high quality &hygienic products


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BRAND IDENTITY SYSTEM

Core Identity

Food Quality Innovative and contemporary

packaging with increased shelf life &freshness

Food Taste Traditional Indian taste

Innovative First mover advantage Branding ofNamkeens

New ways of Packaging

Introduction of new variants for

maintaining a competitive edge


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Extended Identity

Brand Personality: Genuine, Experienced,

All Indian, Hygienic, Consistent andTrustworthy

Basis of Relationship: Vast & enrichedexperience in traditional Indian food

Logo: Promoting the exquisite taste ofIndiaHeritage: Haldirams shares rich parentage

and has its roots to locations known forexquisite Indian cuisine


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Value Proposition

Functional Benefits Taste, Hygiene,

Consistent Quality, Best Packaging,Freshness, Extensive Product Range

Emotional Benefits Smart Buyer,

Association with Indian Roots

Credibility Makes Ready-To-Eat that are

tasty and hygienic


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BRAND PERSONALITY

Maharaj known for lip-smacking dishes

Male of 40 yrs old of middle or upper middle class

A person found of food, jolly, old-fashioned, down-to-earth, honest, wholesome, real and authentic

Image of sincere, experienced, skilled genuine and older

brand

Well liked and respected member of the family High quality & richparentage


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POSITIONING

To the consumers having inclination towards

Indian meals, Haldirams offers ready to eat

high quality readily available Indian snacks,with excellent packaging which provides

increased shelf life to its products.


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MARKETING MIX ELEMENTS

Product

Namkeens (60%), sweets, sharbats, bakery

items, dairy products, papad and ice-creams

Raw materials : Sourced from all over country

Use of technology to upgrade quality

Customize its products Murukkus and ChennaiMixture for South

Indian customers

Nazarana, Panchratan, and Premium


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Packaging

Innovative and contemporary (in nitrogen

filled pouches) Long life and attractive(impulse purchase)

Prices

Competitive prices to penetrate the

unorganised marketPackets of 30gms priced at Rs.5

Prices varies according to weights and type ofnamkeens and raw materials


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Distribution

Extensive: 6 lacs outlets for the Delhi and

NagpurInternet marketing for consumers abroad.

Brand pull in the market

Trade margins range from 27% to 45%,depending on the item.


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MARKETING MIX ELEMENTS Promotion

Tied with the ProfileAdvertisingAttractive posters, brochures,human billboards

, rack card and mailers

Press and outdoor media, (taste and appetite)

Hoardings, signage, POPs and posters todisseminate awareness

Punch line for Haldirams products is, alwaysin good taste. : Brand Mantra :

Communicated to Employees

Mailers sent to loyal customers and importantcorporate clients

Retail outlets of Haldirams give importanceto POP displays.


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BRAND EXTENSION

Restaurant business to cash in on its brand image

in Nagpur and Delhi.

Restaurant at Nagpur: Innovative strategy for

people travelling by train by sending a DD and

provide information

Focus on hygiene: Compete effectively with local

restaurant chains Encash on POPs for venturing into RTC

Categories with a broader frame of reference


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HALDIRAMS ABROAD

Exporting to USA, UK, Australia, Middle East &

Far East Countries, Germany, Philippines, New

Zealand, Nepal, etc. Success over geographical boundaries

hygienically prepared Indian cuisine :Opening of

restaurants abroad

Ethnicity angle in the marketing efforts

differentiated Haldirams and enabled it to

sustain itself from threat of McDonalds and

Pizza Hut.


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SUPPLY CHAIN OF HALDIRAMS

Manufacturing unit C&F AgentsDistributors Retailers

Consumers. 50 C&F agents and 1035 distributors in India

Retail outlets such as supermarkets, sweet shops,provision stores (Goodwill : Pull strategy :

Stockists Compete to hold the brand) Tie up with www.indiatimes.com with delivery

time of 48 hours to one week and value addedservices (personal messages)


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SWOT Analysis of HaldiramStrengths:

Strong Brand

Packaging

Lingering taste of products

Innovative thinking

Best technology for manufacturing

Geographical understanding of the market

Shelf life of the product

Weaknesses:Too much stress on traditional Indian

item

Product promotion

Customer service

Internal Rivalry

Limited no. of Outlets

Opportunities:

Expansion of outlets in class 2 cities

Home delivery

Youth oriented Product promotion

Foreign Market

Threats:

Unorganized market players

Organized Competitors

Family disputes

Spurious products

SWOT


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Future Expansion

To increase exports.

To increase the existing strong distribution

network. To come up with IPO to fund its diversification

and expansion plan.

To launch egg-less bakery items.


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Suggestions

Diversifying into new innovative products

Increase the no. of outlets

Better promotion

Home Delivery

Explore the possibility of opening the outlets in

foreign market Customer service


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THANK YOU!!!

bm_haldiram repositioning

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