Brand Positioning of Haldirams
Brand Positioning of Haldirams
Brand Positioning of Haldirams
snacks
Beginning Of The Great
Food Chain
• Haldiram had a humble beginning in
1937 as a small time namkeen shop
in Bikaner , in the Rajasthan
state of India .
NDUSTRY COMPETITORS
Pepsi Foods & Frito Lays POTENTIAL ENTRANTS
akeman’s
M Foods
Ambiance Existing Industry Competitor
Small Regional Players
ritannia International Players
norganised small Players
SUBSTITUTE PRODUCTS
Potato Chips
Biscuits
Fast Food & Sweet
Popcorns & Peanuts
Home Made Prepa
vNamken
vSweets
vCookies
vMinute Khana
vPapad
vChips
vSyrups
vPickles
vDry Fruits
Brand And Product
Positioning
Entered in to the market as
“ Haldirams Bujiyawala ” Snaks for
tea time
Introduced new products like
sweets , ice creams and bakery
products
Opened restaurants to compete
fast food centers
Different variety for South ,
North , East & West
Varying Packet sizes ranging from
100g to 1kg
Indian
Market
Brand Equity
• Longer shelf life
• Attractive packing
• Made in Hygienic conditions
• Packets available in different
sizes
• Variety of products .
•
Weaknesses:
Strengths: Too much stress on traditional Indian item
Strong Brand Product promotion
Packaging Customer service
Lingering taste of products Internal Rivalry
Innovative thinking Limited no. of Outlets
Best technology for manufacturing
Geographical understanding of the market
Shelf life of the product
SWOT
Opportunities: Threats:
Expansion of outlets in class 2 cities Unorganized market players
Home delivery Organized Competitors
Health oriented Product promotion Family disputes
Foreign Market
Thank You