Haldiram races past MNCs and regional rivals

The presentation is based on the succes of Haldiram, without aggressive advertisement and is referred from Economic Times.

1. Haldiram races past MNCs and Regional Rivals

2. Economic Times article dated 20 th February 2017

3. Introduction Started in 1937 at Bikaner, Rajasthan Current revenue of ( Rs . 4000crore ) $ 590million 2nd largest brand after parle Packaged foods – 80% revenue Market leader in traditional snacks shrugged the scrutinity of food regulation amidst the Maggi crisis. 3 operation area : a.northern:2136crore b. western & southern:1613rscrore c. eastern :298crore Shivkishan Agarwal, Founder, Haldiram

4. MARKETING MIX Halidram offers a wide range of products including namkeen , sweets, sharbat , dairy products. Namkeen segment contributes close to 60% of total revenue. Raw materials of high quality sourced from all over india . Customizes its product as per consumer taste from region to region.

5. Contd … Launched products like murukkus and chennai mixture for South Indian market and bhelpuri for western India. Company has experienced Bikaneri namkeen makers who use high quality original spices and other ingredients. Haldiram offer its products at competitive prices. The Company has strong distribution network with Delhi unit itself having 700 distributors. Delhi and Nagpur unit have maximum retail outlets.

6. SWOT ANALYSIS STRENGHTS Large product basket Tradition and quality Undisputed market leaders Word of mouth Launching of small packets THREATS Large no. of competitors ITC & MTR - western snacks Local restuarants and sweet shops OPPORTUNITIES Healthy snacks Snacks catering to youths Aggressive ads and promotion WEAKNESS No emphasis on market survey No policies in CSR Involved only in Indian snacks

7. Entered in International market year 2000 $1.7 million to $ 6.0 million current increase from the year 2001 Exported in USA , UK, AUSTRALIA, GERMANY, NEW ZEALAND, etc. Opening of restaurants Ethnicity angle in the marketing EXPANSION IN OVERSEAS MARKET

8. MARKET SEGMENTATION WOMEN – Namkeens and other ready-to-eat food needs KIDS - Takatak & Whoopies HEALTH CONSCIOUS CUSTOMERS – sugar free sweets Famous mithai like sonpapdi for all segments

9. MARKET SHARE