Study on Haldiram’s

Industry- Food. Company Name- Haldirams. Product- Frozen Foods, Namkeens, Sweets, Cookies, Sherbets (Sharbat), Minute Khana (Microwaveable Food), Papads, Pani Puri, Bhel Puri, Chips(Boletos, Takatak, Whoopies), Royal Temptations (Packaged Dry Fruits), Guajarati Snacks, South-Indian Snacks, Nimbu Masala Origin- 1937 in Bikaner, Rajasthan byGangabisenji Agrawal, India. Now having one-third independent branches at Kolkata, Nagpur, Delhi respectively.Countries- Nepal,Pakistan,Bangladesh,Canada,Australia,Sri Lanka,Singapore,Malaysia,South Africa,Indonesia,Qatar,Saudi Arabia,Hong Kong,Japan,Kenya,Libya,South Korea,Nigeria,Mauritius,United Kingdom,United Arab Emirates,ZambiaandBahrain. Marketing Strategy- The Marketing Concept (Customer must be satisfied). Pioneers- To introduce ready-to-eat snacks, Packed Namkeens, restaurant offering Indian Traditional foods like chaat-papdi, gol-gappe, bhel-puri etc. Cause of popularity- Quality Products and hygiene. Competitors- Foreign- SM Foods, Bak emans Industries Ltd, Frito target India Ltd. nd Britannia Ltd. Local- Prabhuji, Mopleez, Bikaji, Rameswar. Potential- Lehar and Bikaji. Macro Forces- Demographic-The Nagpur entity has introduced a new blow of vermicelli and macaroni with Italian machinery that is exported to some 25 countries in the Americas, the Gulf, Europe and Asia. So, along with focusing on savouries and sweets they have introduced products that appeal to regional tastes and preferences. Economic- Quick service restaurants for middle-class, vast grade of products on competitive prices. Technological- New ways of packaging namkeens.Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months. To bring potato products, machinery was imported from the US. All the food items were prepared and packaged in a very hygienic environment. The go with tied up with many online sites to operate availability of products on free home delivery basis. It also enabled the peo ple to send customised gifts to specified regions. Socio-Cultural- They were awarded International Award for Food & Beverages by the Trade leadership Club in Barcelona (Spain) because of popularising ethnic food.Like in India, earlier there was no restaurant that offered gol-gappe, bhel-puri etc. So, according to the culture, they offered products. Political- In a report, Prabhu Shankar Agarwal, the owner of the Kolkata social unit, was arrested on charges ofmanhandling customers. On Jan 29, 2010, Prabhu Shankar Agarwal was sentenced to life imprisonment along with four others by a fast track court for conspiring to kill a tea stall owner whose deceive came in the way of a food plaza he was building. This incident affected their reputation severely.Micro Forces- The Company- In the early 1990s, because of the conflict within the Agarwals family, Haldirams witnessed an at large(p) split between its three units as they started operating separately offering similar products and sha ring the same brand name. This split had resulted in aggressive contender among themselves for a higher share of domestic and international markets. Competition- Due to increasing competition and upcoming new substitutes to Namkeens they added Bakery items, dairy products, sharbats, ice creams to their portfolio.Customers- Haldiramscustomer function are not good. Few of the companys restaurants did not possess the minimum requirements, such as sufficient seating arrangements, theres insufficient parking space and services were but ever done with a smile. Public- Did very well in this field. Public was getting conscious about hygiene and cleanliness. Their Nagpur branch was conferred the International Food Award. Delhi unit was awarded the Keshalkar Memorial Award. Just because of high standards in quality and hygiene.Market Intermediaries- Cordial relationship. Strong distribution network. In case, the distributor finds product damaged after leaving of the transporter, company is sues a special credit note when informed on phone so that distributor can get cash on the next visit. Competitors- Frito Lay India Ltd. (Frito Lay), one of Haldirams major competitors, was expanding its market share. Instead ofdirectly competing with the market leader Haldirams, the company launched innovative products in the market nd backed them with heavypublicity. SM Foods introduced a rangeofinnovative products. The company launched Indias first non-wafer chips in 1988. SM offeredproducts under two main brands Peppy and Piknik. Under Peppy, it had sub-brands such as give up Balls, Ringos, Hi Protein Crispies, Potato Rackets, Hearts, Veggie Treat, Mixtures and Minerette. Under Piknik, it had Protein Pin, Junior and Corn Puffs. Bikaji is doing very well by providing more variety of products at less prices with more clams margins.