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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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BRAND IDENTITY SYSTEM
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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BRAND IDENTITY SYSTEM
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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MARKETING MIX ELEMENTS
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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MARKETING MIX ELEMENTS
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!!!