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 Times”

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 requirementIntroducing new flavors in timely intervalsPlace the products near the counters to

persuade impulsive purchaseMake the packaging appealing to the

consumersThe 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 POPsTag line: “always in good taste” load and

clear in all advertisementsPersonalized 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!!!