LITERATURE REVIEW

The success of a firm depends largely on its capability to attract consumers towards its brands. In
particular, it is critical for the survival of a company to retain its current customers, and to make
them loyalty the brand. Former Ford vice president Basil Coughlan estimates that every percentage
point of loyalty is worth $100 million in profits to his firm (Serafin and Horton (1994)), and major
enterprises likeDel Monte, Harley Davidson and General Motors are spending large sums of
money to induce brand loyalty (Monzo (1994); Lefeon (1993)).
Firms selling brands with the high rate of loyalty consumers have a competitive advantage over
other firms. Brand loyal consumers reduce the marketing costs of the firm as the costs of attracting
a new customer have been found to be about six times higher than the costs of retaining an old one
(Rosenberg and Czepiel(1983)). Moreover, brand loyal consumers are willing to pay higher prices
and are less price sensitive(see
e.g. IO-ishnamurthi and Raj (1991); Reichheld and Sasser(1990)). Brand loyalty also provides the
firm with trade leverage and valuable time to respond to competitive moves (Aaker (1991)). In
sum, loyalty to the firm's brands represents a strategic asset which has been identified as a major
source of the brands' equity.

Given the importance of brand loyalty, it is not surprising that it has received considerable
attention in the marketing literature since Copeland's seminal work which was published over 70
years ago (Copelavid 1923)). Studying and managing brand loyalty, however. Should start with a
clear definition of the construct involved, and with the development of valid measures.
Unfortunately, while there seems to have emerged considerable agreement on the conceptual
definition of brand loyalty since the work of Jacoby and Chestnut (1978), no unified perspective to
measure it has yet emerged. Still, a valid measure is essential for a better understanding of the
concept by marketing researchers and marketing managers alike. Moreover, knowing the
limitations of a measurement method is crucial for a correct interpretation of the results of a study.
The purposes of the paper are therefore:

The review starts with a detailed discussion of the brand-loyalty concept. Next, we
evaluate four main types of brand-loyalty measures. Finally, conclusions are drawn and
recommendations for the managerial use of brand-loyalty measures are provided
 THE CONCEPT OF BRAND LOYALTY

It is convenient to distinguish conceptual definitions, which are abstract

descriptions of the phenomenon being studied, and operational
definitions, which are measurement methods (see e.g. Jacoby and
Chestnut (1978); Peter (1981)). Conceptual definitions are necessary
to assess the construct validity' of the adopted measurement methods.
Without them, the correctness of specific brand-loyalty measures cannot
be evaluated, and meaningful and meaningless results cannot be
distinguished.

Perhaps the most elaborate conceptual definition of brand loyalty

was presented by Jacoby and Chestnut (1978). We will use and discuss
this definition, because it covers the most important aspects of
brand loyalty, and siiice it enjoys widespread support in the marketing
literature, either in its original form or in slightly modified versions
(e.g. Assae1 (1992); Mowen (1993); Wilkie (1990)).
 COMPANY PROFILE

A True Celebration of the Indian Spirit

Haldiram’s is a name that is as Indian as India itself. For over fifty

memorable years, Haldiram’s has dedicatedly served the Indian
consumer's palate. Perhaps no other land in this world boasts of such a
vast multitude of people, with not only different cultures but also tastes
and styles of living as well. And no other brand but Haldiram’s can boast
of finding widespread acceptance with all of them.
The flagship brand, “Haldiram’s Namkeen”, a range of spicy veteran
snacks, has its finger on the pulse of this subcontinent. Not to mention,
the fresh Syrups and Crushes made from the juiciest fruits. And a colorful
variety of Indian sweets, neatly packed in compact tins.
Today, the Haldiram’s brand has become a household name across the
length and breadth of the nation. It is a name that people trust and rely
upon. In fact, it wouldn't be wrong to say that without Haldiram’s; any
celebration in India is incomplete.
Haldiram’s has many ‘firsts’ to its credit. It was the first company in
India to brand ‘namkeens’. The group also pioneered new ways of
packaging namkeens. Its packaging techniques increased the shelf life of
namkeens from less than a week to more than six months. It was also one
of the first companies in India to open a restaurant in New Delhi offering
traditional Indian snack food items such as “panipuri”, “chatpapri”, and
 so on, which catered to the needs of hygiene conscious non-
resident Indians and other foreign customers.

Never Changing yet Ever Changing

Where else in the world can you catch a glimpse of the past and
the future coexisting peacefully? Where else but India!!
In many ways, Haldiram’s reflects this unique phenomenon. In the
plants, in the work culture and indeed in their thinking as well,
where the conventional and the contemporary go hand in hand.
If the Haldiram’s ethos dates back to vintage India, it also signifies
their endeavor to keep pace with the latest technological
development anywhere in world. In fact Haldiram’s was the first
company to strictly follow international standards of hygiene and
freshness with regular laboratory checks on the raw material and
seasonings. An advanced manufacturing plant, a fully automated
processing unit and high quality in-house packaging are just a few
other examples of their never ending passion for product
excellence.
At Haldiram’s, quality is an obsession and this sprit to provide
Quality Products has given the company a cutting edge over its
competitors. The traditional Indian Sweet-Maker from a very small
set up has transformed into a full-fledged processing food industry
and is taking its wares beyond the domestic frontiers to the
Western World.

Enjoyed and trusted by a million Indian families in India and

overseas as well, its salty snacks and scrumptious sweets, meet
 international standards of hygiene and freshness. Haldiram’s
delightful delicacies tempt the people all over the world to share
this exotic Indian treat. Their product ranges from Tasty and
Nutritious Namkeens, Delicious Sweets, Refreshing Syrups,
Crunchy Papads to the snack food items such as Tak- a-Tak.
Everyday, in countries across the globe, millions choose
Haldiram’s products and bestow their confidence upon the
company. Even as emerging international markets are further
enhancing their export potential, Haldiram’s priority still remains
the same: tickling, pampering, delighting and indulging the
consumer’s palate the world over.
Haldiram’s is successfully exporting its products to USA, UK,
Australia, Middle East & Far East Countries, Germany,
Philippines, New Zealand, Nepal, Sri Lanka, UAE, France, Spain,
Italy, Netherlands, Japan, etc. They are an ISO and HACCP
Certified Company and which are also approved by the FDA,
USA.

The Legacy

Haldiram’s is a name traditionally associated with quality and taste

in sweets and namkeens for the past six decades in India and
abroad. It made its modest start way back in 1941 in Bikaner,
Rajasthan as a family
run business and even today is privately owned by the Aggarwal
family with Mr. Manohar Aggarwal as the CEO of the North India
region.
The brand name ‘HALDIRAM BHUJIAWALA’ was introduced
during pre-partition era, which is 1941, and has never looked back
ever since. It ventured into the retail industry by opening up a shop
in 1983 in Chandni Chowk, which was then the commercial hub of
Delhi. The prime focus was to serve sweets and namkeens to the
direct consumers and traders.
The group comprises of three companies - HMCL, Haldiram Foods
International Ltd. (Nagpur) and Haldiram Bhujiawala Ltd.,
Kolkata, which share only the brand name. They have different
operational areas, with HMCL catering to the northern region.
Haldiram Foods caters to the western and southern markets and
Haldiram Bhujiawala to the eastern part.
Encouraged by the tremendous response towards its products from
everyone, Haldiram’s decided to go in for up- gradation of
technology, packing and production. This was made possible by
the installation of modern, sophisticated and state-of-the-art
technology, plants and machinery. Through hard work,
uncompromising quality and dedicated service, Haldiram’s became
a part of every Indian family and there existed no such house that
did not know of the brand or its products, which include not just
sweets and namkeens but syrups and snacks as well. Extensive
branding activities in the past decade are bearing fruits now, as the
company is the undisputed market leader in the namkeen segment
of the snack food industry.

Even though it has come a long way from its original “halwai
shop” days, the company is still trying hard to change its
traditional image and modernize it to suit a new target audience.
With the kind of infrastructure the company has, it is already
 giving the more established international brands a run for their
money.

Where is it today?
Haldiram’s has 70% of the total namkeen market share and is the
leader in the organized sweets market and has picked up in the
snack food market of potato chips with Tak-a-Tak. The company
enjoys top of the mind awareness and has a loyal customer base.
The company’s exports are growing at a very positive note and the
company on a daily basis registers a 2-3% growth. The company
has been registering a 15% growth in its total sales every year.

How did it get here?

Haldiram’s reached its strong position in the market through strict
quality and taste control measures made possible by the
international infrastructure facilities made available for production
by a visionary leader Mr. Manohar Aggarwal. It has come a long
way from its initial “halwai-shop” days and is now on the road to
becoming a corporate organization. It was the first snack food
manufacturer to lay such high priority on quality control and taste
standardization. The company does not believe in getting into the
competitive rat race and is satisfied with its current status in the
industry.

Mission
“Our consistent quality, best packaging strategy, vast market
coverage and experience have given us a cutting edge vis-à-vis our
competitors.
Our natural inclination to improve our performance and quality
 with each passing year has taken us way ahead of our nearest
competitor. The
people at Haldiram’s are very friendly and sensitive towards the
complaints from consumers and traders, which in fact are a rare
occurrence”.

Awards
o Haldiram’s bagged the prestigious ‘INTERNATIONAL

AWARD FOR FOOD & BEVERAGES’ awarded by

Trade Leaders Club in Barcelona, Spain in 1994.
o The Group has also to its credit ‘KASHALKAR
MEMORAIL AWARD’ presented by All India Food
Preservers Association (Regd.) in 1996 at its Golden Jubilee
Celebration for manufacturing the best quality food
products.
o ‘BRAND EQUITY AWARD 1998’ was awarded by

Progress Harmony Development Chamber of Commerce &

Industry in recognition of creating successful Indian Brand
‘HALDIRAM’.
o ‘APEDA EXPORT AWARD 2001-2002’, awarded by

Agricultural & Processed Food Products Export

Development Authority for the outstanding contribution to
the promotion of Agricultural & Processed Food Products
during the year 2001- 2002.
o ‘MERA DELHI AWARD – 2004’ for the exemplary

contribution in the field of export.

Certifications
Haldiram’s has the following quality certifications:

o ISO 9002

o HACCP
Exports
Haldiram’s Group had foreseen the growth potential in the fast
food industry, which was growing by leaps and bounds.
‘Namkeens’ was one of the areas which was most sought after and
the company, without lagging behind, had set up the most modern
plant adjacent to the outlet at Main Mathura Road exclusively for
the manufacture of ‘Namkeens’.
This plant was set up in the year 1997 under the stewardship of Mr.
Pankaj Aggarwal, a young, dynamic entrepreneur with a flair for
modern techniques of management, leadership, open vision and
result orientation. Under the leadership of Mr. Pankaj Aggarwal,
who is currently also the Managing Director of Haldiram’s Group,
the packaging, quality and competitive pricing strategies of the
company have become the hall mark of Haldiram’s Namkeen and
with the installation of state-of the-art manufacturing equipment
from the U.S.A, the company has also started manufacturing potato
products and has been able to increase its market share amongst
stiff competition from multinational giants such as Frito Lays.
Needless to say, the company is exporting its products to various
parts of the World viz. U.S.A., Canada, U.K., Europe, Middle East,
 Far East, Moscow, Australia, New Zealand, Sri Lanka, Nepal,
Japan, Thailand, etc. and is on the threshold of penetrating others
parts of the world, thanks to the widespread Indian community in
various parts of the world.
It is encouraging to note that the group is receiving positive
enquires from prospective clients aboard and is quite confident to
fully meet their demand with positive attitude, personalized service
and quality products.
Continuous efforts are being initiated to make sure that Haldiram’s
reaches the untapped markets aboard and earns valuable foreign
exchange for the country.
MARKETING MIX
Product
Haldiram’s offers a wide range of products to its customers. The
product range includes namkeens, sweets sharbats, bakery items,
dairy products, chips, pappad and ice creams. However namkeens
remain the main area of focus for the group as it contributes close
to 60% of its total revenues. By specializing in the manufacturing
in the namkeen market the company has created a niche market.
The raw materials used to prepare namkeens are of best of quality
and are sourced from all over India.

Haldiram’s customizes its products to suit the tastes and

preferences of customers from different parts of India. It launched
products, which catered to the tastes of people belonging to
specific regions. For example it launched ‘Murukkus’ a south
Indian Snack and Chennai Mixture’ for south Indian customers.
Similarly Haldiram’s launched ‘bhelpuri’ keeping in mind
 customers residing in western India. The company offered certain
products such as ‘Nazarana’, ‘Panchratan’ and ‘Premium’ only
during the festival season in gift packs. These measures have
helped Haldiram’s compete effectively in a market that is flooded
with a variety of snack items in different shapes, sizes & flavors. It
has also recently launched biscuits & cookies.

GROWTH STRATEGY:
Haldiram’s used advertising, attractive posters, brochures and mailers to appeal the customers at
mass. ‘Always in good taste’, used this punch line for promotion, advertisements had captions
such as millions of tongues can’t go wrong, what are you waiting for, Diwali? and keeping your
taste buds on their toes. To highlight their brand company used public transport and public places
for promotion by pasting their banners and stickers in public vehicles.
Whenever we talk about food companies, international brand names like Dominos, McDonald's,
or KFC come into our mind. However, we have an Indian brand that has surpassed all these
brands by selling Indian products. Yes, the brand is none other than Haldiram's. Haldiram's had
started as a small shop in Bikaner. It has now become the largest snacks seller, selling its
products in over 80 countries around the world.

Haldiram's is a name that started in the city of Bikaner in Rajasthan with its delicious Bhujia, but
its great business strategies and introduction of new products from time to time made it a global
brand today. The brand has not only grown and expanded but has also made a huge place for
itself in our hearts.

The success story of Haldiram's is not only an achievement for itself but also a great source of
inspiration for many.

Ganga Bishan Agarwal, also known as Haldiram Ji, established the foundation of Haldiram's in
1941. He belonged to a Marwari family at Bikaner, Rajasthan.
Haldiram's dream of establishing this company dates back to 1919 when he was only 11 years
old. He had started working at his father's bhujia shop in his childhood. Haldiram used to do odd
jobs there but he always tried to learn how to make bhujia. At that time, bhujia was in demand.
So, most shops in the market used to sell it. Every seller's bhujia had the same quality and taste.
Thus, the only competition was on the money.
Haldiram was the only person who was neither satisfied with the business nor with the taste of
the bhujia. He wanted to make a bhujia that would be unique in the market. To achieve this, he
started preparing bhujia with different ingredients. After many failed attempts, he succeeded in
making a different kind of bhujia, the kind that the people of Bikaner had never tasted.

Here are the three changes that Haldiram brought that eventually changed the destiny of their
business:
 He started making bhujia with moth beans instead of gram flour. It changed its taste and
made it more crispy.
 Every seller was selling their bhujia at 2 paise/kg but Haldiram set his rate at 5 paise/kg.
This made his bhujia a premium product in the eyes of the buyers.
 He set his bhujia's name to Dongar Sev, the name of Bikaner's king. There was no relation
between the two but that name served as a brand ambassador and people started believing
it was a premium product.

Haldiram's Dongar Sev became popular among the masses and its sales reached the sky. This was
how Haldiram established his business, which is now known by his name. However, this was
only the start.
The second chapter of the company's growth started at the end of 1960 through Shiv Kishan
Agarwal. He was the grandson of Haldiram.
At that time, in the 1960s, the Agarwal family was divided into three parts. Each lived in the city
of Bikaner, Kolkata, and Nagpur respectively. Their business in Kolkata and Bikaner was
running well. However, Shri Krishan had to struggle a lot in Nagpur. In the 1960s, there was no
demand for bhujia, not only in Nagpur but in entire Maharashtra.
So, he made it his determination to learn more about the food habits of the Maharashtrians.
He organized market research and surveyed the entire Nagpur market. Through the survey, he
found two big opportunities in the market.
 The people of Maharashtra were not aware of the different types of snacks. Thus, he
could introduce new snacks into the market.
  There was a gap in the sweets market and only a few sweets were available in the market.
Thus, he could introduce other sweets to the people.  

He launched his favorite 'Kaju Katli' in the market. As it was a new sweet for the people of
Maharashtra, he started giving out free samples. Due to this strategy, Kaju Katli became famous
in Nagpur within just a few days. People loved the taste and the sales started reaching new
heights. He then introduced many other sweets of Bikaner and Kolkata in Nagpur. This was how
the sales increased by 400% in three years.
Soon enough, he realized that Nagpur people liked South Indian snacks like Idli and Dosa. This
made him start a South Indian restaurant to attract more customers. Then, he started adding new
snacks like samosa, kachori, and chole bhature to the menu.
If we examine it from a business perspective, when he entered the Nagpur market, he was a
strange shopkeeper who was selling strange products to people. That's why people didn't trust
him. So first, he won the trust of the Maharashtrians by selling the products they liked to win
their trust, and then, he introduced his own products. This was how Shiv Kishan Agarwal
contributed to Haldiram's growth.

The person who took this business even higher was Manohar Lal Agarwal. He is the current
chairman of Haldiram.
When he joined Haldiram in 1973, Haldiram had only three shops in India - in Kolkata, Nagpur,
and Bikaner respectively. Manohar Lal Agarwal opened another outlet in Delhi's Chandni
Chowk.
He adopted two major strategies for the growth of the business that proved to be the game-
changer in this story. The strategies were:
Vision
 Achieve continuous and sustainable growth in the business, within India and abroad,
organically and inorganically.
 Strengthen leadership in traditional snack items, Indian sweets and attain leadership in
western snack items.
 Keep innovating new quality products and delight consumers by offering wide range of
quality food products at competitive rates.
Mission
 Make available authentic, tasty and quality vegetarian food products made as per global standards
at reasonable cost, in India or abroad.
 Remain ahead of competitors through product-innovation, adopting new technologies and achieve
optimum cost of production
 Always abide by law and care environment
 Provide a friendly working environment that attracts best talent and offers opportunity to
employees to excel and build career.
 Provide growth opportunity to all stakeholders including Stockists, distributors, retailers,
suppliers, etc.
 Be a debt free company, as far as possible
 Enhance shareholders net worth
 Contribute for social causes.

Restaurants
 Haldiram’s Kherki Daula Gurgaon
Village-Kherki Daula, Delhi-Jaipur highway,

NH-8 Gurgaon (Haryana) -122001

 Haldiram’s Bhiwadi V Square Mall

V- Square Mall, 1st Milestone, Alwar by pass road,

Bhiwadi, Rajasthan-301019

 Haldiram’s Hans Resort,Rewari

Hans Resort, Rewari – Haryana National Highway-8

(Delhi- Jaipur)- 123401

 Haldiram’s Sahara Mall Gurgaon

Ground Floor, Sahara Mall, M.G. Road,

Gurgaon (Haryana)-122001
 Haldiram’s MGF Mall Gurgaon
3rd Floor, MGF Mall, M.G. Road,

Gurgaon 122001

 Haldiram’s Ambience Mall, Gurgaon

3rd Floor, Shop no: 309,310 Ambience Mall,

Delhi Jaipur Highway NH-8 (Next to Toll Plaza),

Gurgaon-122001

 Haldiram’s Cyber Hub

DLF CYBER CITY Developers limited,

shop no. 114,115,116, First Floor Cyber Hub

Gurgaon –HARYANA

 Haldiram’s Omaxe City mall, Gurgaon

Shop no.:- A-23,B-23 Omaxe City Centre mall,

sector -49 Sohna Road Gurgaon -122001

 Haldiram’s Fortis Hospital, Gurgaon

Fortis Hospital, Near Huda Metro station,

Gurgaon-122001

 Pacific Mall
Tagore Garden, Main Najafgarh Road,

New Delhi – 18
 Jwala Heri
ARSS Mall, Opp. Jwala Heri Market,

New Delhi – 63

 Chandni Chowk
1454/2 – Fountain Chowk, Chandni Chowk, Delhi- 6

 Moti Nagar
17 A, Najafgarh Road, Moti Nagar, New Delhi – 15

 CP
L – 6/7, Outer Circle, CP,

New Delhi – 110001

 Pitampura
D-Mall, Netaji Subhash Place, Delhi – 34

 Rohini
D-Mall, Plot No. 1 B/ 5, Twin District Center,

Sec. 10, Rohini, New Delhi – 85

 Tilak Nagar
B.K. Jewellery House, 4 B/16,

Opposite Tilak Nagar Police Station,

New Delhi – 18

 Haldiram’s Sonipat
Village – Kamaspur, 45 Milestone GT Karnal road,
 Near Bharat Petroleum, Sonipat.

 Haldiram’s ZeerakPur
Agr Hospitality Pvt Ltd, 58-City Centre, G.T Road,

Chandigarh Ambala Highway,

Opp Glass Palace, Dera Bassi, Zirakpur Punjab.

 Haldiram’s Janakpuri
Plot no. G-10, 11, Unity One Mall,

near Janakpuri West Metro Station

 Haldiram’s Panipat
Unity 1 Mall, Panipat

 Haldiram’s Karnal
CHD, Daana Paani

 Youth Plaza
H-1-A/24 , Youth Plaza ,

Sector 63 , Noida

 Shipra Mall
Shop no. 52,Desk No.57 ,

lower GF , Shipra mall ,

Indrapuram ,Ghaziabad

 Angel Mall
Angel mega mall,
 Plot no. CK-1, Kaushambi, Ghaziabad

 Dilshad Garden
G-3, Dilshad Garden metro station, Delhi

 Cross River Mall (CRM)

Shop no. 42-48,

Plot no. 9B & 9C,

Cross River Mall, Near karkarduma court,

Shahdara, Delhi – 110032

 Spice Mall
109-109 Spice World mall,

Sector- 25 A , Noida

 Center Stage Mall (CSM)

L-1, Shop no. 1,2, 20 & 20A,

Center Stage Mall, sector 18 Noida

 MSX Mall
B-4/4, MSX Mall,

Suraj pur, Greater Noida

 World squre Mall (WSM)

160 , World Squre Mall ,

Katori Mill ,Mohan Nagar crossing,Ghaziabad

 Haldiram’s Khatauli (UP)
Namaste Midway ,

104 km Mile stone NH-58 Mansurpur -251203,

District Muzzafar Nagar U.P Khatauli.

 EDM Mall
3rd Floor, Food Court,

East Delhi Mall

 Akshardham
Parsvnath Mall, Akshardham Metro Station

 H08
B-1/H-8, Mohan Co-operative Industrial Estate ,

Main Mathura Road, New Delhi- 110044

 Lajpat Nagar
45, Ring Road, Lajpat Nagar- II,

New Delhi- 110024

 DLF Vasant Kunj

FC-6, DLF Food Court,

DLF Place, Vasant Kunj, New Delhi

 DLF Saket
FC-12, DLF Food Court,

DLF Saket, New Delhi

 Sarojini Nagar
Shop No- 31 & 103,

DLF South Square Mall,

Sarojini Nagar, New Delhi- 110026

 Apollo
Apollo Hospital, Sarita Vihar,

Mathura Road, New Delhi

 Airport
Terminal 3 (Arrival & Departure) ,

Airport 1-D, IGI Airport (3 Outlets)

 Faridabad
GF-69-B/UGF-48,

Parshavnath City Mall,

Sector-12, Faridabad- 121007

 Crown Interior FBD

RSM-01, LGF, Crown Interiorz Mall,

12/7, Sector-35, NH-2, Faridabad-121003

Pandemic
Haldiram’s has launched #HaldiramsCare campaign to promote social distancing for people
visiting their favourite and reliable food restaurant outlet.
The campaign has been created by Option Designs and is focused on ensuring customer safety by
promoting social distancing on the ground level that has been launched at the Haldiram’s outlets.
Being at service of the customers, Haldiram’s wanted to make a responsible comeback post
lockdown that prioritises the health and safety of the customers where the employees and
customers form the intricate part of the endeavour so that latter can indulge in their favourite
delicacy while abiding by the measures necessary for social distancing.
The brand promises to take care of the consumers’ hunger as well as the health with secure
delivery counters and seating area. Through the tagline “Delicious bhiDooriyaanbhi” the brand
emphasizes on the seating arrangement where consumers are requested and restricted to maintain
6 feet distance from individuals to create a temporary practice of social distancing for the safe
dining experience and to maintain the permanent love of Haldiram’s.
The brand committed to safety & hygiene since 1937caters to customers’ hunger while not losing
out on their hygiene. Therefore, in the light of menace created by novel coronavirus, Haldiram’s
has efficiently incorporated all the hygiene protocols to provide the visitors/consumers with safe
and healthy experience on their every visit. ‘Customer Safety is our first priority’, being the
motto, stringent food safety measures have been adopted while focusing on every possible
precaution to provide the customers with the hygienic environment along with super safe
delivery.
“Through the campaign, we wanted to convey Haldiram’s sensitivity towards its consumer's
health while establishing it as a brand that stands firm to its promises of fulfilling the customer’s
expectations,” said Rahul Gandhi, the managing director of Option Designs.
The packaging of food is minutely accessed where all the items are sealed with utmost safety and
ensures that the staff also maintains their hygiene by washing hands every 30 minutes.
Rajat Rastogi,Manager Marketing, Haldiram’s, says: “With the coming in of unlock, consumers
are wanting to restart life but are hesitant against the heightened health concern. AtHaldiram’s,
we understand this ‘new normal’ situation and have accordingly reoriented ourselves by
introducing relevant solutions for our customers. Our new campaign highlighting the social
distancing along with the favourite food restaurants reassures the customers that by following
#HaldiramsCare safety protocols they can entertain themselves to quality food experience in a
safe environment.”
Haldiram's offered a wide range of products to its customers. The product range included namkeens,
sweets, sharbats5, bakery items, dairy products, papad6 and ice-creams (See Exhibit I for details
of product range). However, namkeens remained the main focus area for the group contributing
close to 60% of its total revenues. By specializing in the manufacturing of namkeens, the
company seemed to have created a niche market.
Haldiram's sought to customize its products to suit the tastes and preferences of customers from
different parts of India. It launched products, which catered to the tastes of people belonging to
specific regions. For example, it launched 'Murukkus,' a South Indian snack, and 'Chennai
Mixture' for south Indian customers.

Similarly, Haldiram's launched 'Bhelpuri,' keeping in mind customers residing in western India.
The company offered certain products such as 'Nazarana,' 'Panchratan,' and 'Premium' only
during the festival season in gift packs. These measures helped Haldiram's compete effectively in
a market that was flooded with a variety of snack items in different shapes, sizes and flavors.

Haldiram's offered its products at competitive prices in

order to penetrate the huge unorganized market of
namkeens and sweets. The company's pricing strategy
took into consideration the price conscious nature of
consumers in India.
Haldiram's launched namkeens in small packets of 30 grams, priced as low as Rs.5. The company
also launched namkeens in five different packs with prices varying according to their weights
(Refer Table I). The prices also varied on the basis of the type of namkeens and the raw materials
used to manufacture it. The cost of metallized packing7 also had an impact on the price,
especially in the case of snack foods. The company revised the prices of its products upwards
only when there was a steep increase in the raw material costs or additional taxes were imposed.

Haldiram's developed a strong distribution network to ensure the widest possible reach for its
products in India as well as overseas. From the manufacturing unit, the company's finished goods
were passed on to carrying and forwarding (C&F) agents. C&F agents passed on the products to
distributors, who shipped them to retail outlets. While the Delhi unit of Haldiram's had 25 C&F
agents and 700 distributors in India, the Nagpur unit had 25 C&F agents and 375 distributors.
Haldiram's also had 35 sole distributors in the international market. The Delhi and Nagpur units
together catered to 0.6 million retail outlets in India. C&F agents received a commission of
around 5%, while distributors earned margins ranging from 8% to 10%. The retail outlets earned
margins ranging from 14% to 30%. At the retail outlet level, margins varied according to the
weight of packs sold.

Retailers earned more margins ranging from 25% to 30% by selling 30 gms pouches (priced at
Rs.5) compared to the packs of higher weights. Apart from the exclusive showrooms owned by
Haldiram's, the company offered its products through retail outlets such as supermarkets, sweet
shops, provision stores, bakeries and ice cream parlors. The products were also available in
public places such as railway stations and bus stations that accounted for a sizeable amount of its
sales.
Below is the pricing strategy in Haldirams marketing strategy:
Haldirams follows a competitive pricing strategy in order to compete with huge unorganised
snacks and sweet sector in India.
Haldirams charge a minimal premium owing to the branded and well packaged products. They
give a huge importance to good presentation and lively packaging as a way of differentiation
from other non-branded unorganised products and thus demand a premium for it. But since the
premium is so small that consumers usually don’t mind given the trusted high-quality products.
At the same Haldirams, they keep prices slightly lower than other branded competitors like
Bikaji, Lehar, Bikano etc. Thus competitive pricing is the backbone of its marketing mix business
strategy. To charm the more price sensitive customers, Haldirams has come up with small one-
time consumption packages of 40gms which are priced at Rs.10 for its most famous Bhujia sev
under the namkeen category. 150gms packs are priced at Rs.35, family consumption packs of
350gms and 1 kg are priced at Rs.80 and Rs.210 respectively for the same product.

Following is the distribution strategy in the Haldirams marketing mix:

Haldirams owns three manufacturing facilities- Haldirams Manufacturing in Delhi, Haldirams
Bhujiawala in Kolkata and Haldirams Foods in Nagpur. The Haldirams Snacks and Ethnic Foods
in Delhi had earnings of Rs.2,000+ crores from the northern region. Haldirams also has
restaurants at Nagpur and in Delhi. The three restaurant formats under which they operate are —
casual dining, quick service restaurants (QSR) and kiosks. There are more than 40 restaurants in
Delhi and Delhi NCR alone and all of them are hugely successful. The company is planning to
expand in the south India using a franchise-based model. Haldirams has a strong network for
distribution of its products in India and abroad.
The network is well defined and structured- finished goods from the manufacturing units are
passed on to distributors via Carrying and Forwarding agents, which in turn ship the products to
retailers.

The promotional and advertising strategy in the Haldirams marketing strategy is as follows:
Haldirams never followed an aggressive marketing strategy, but let the products speak for
themselves by strong point-of-sale promotional practices. They also benefitted from huge loyal
customer base and word of mouth promotions. But owing to recent rise in competition,
Haldirams has now come up with small 30 seconds YouTube ads to target the urban and
international customers. It also does city-level promotions using colourful hoardings and posters.
In 2015, Haldirams tied up with a Bollywood movie “Prem Ratan Dhan Payo” and launched a
contest for promotions. New packs were also launched with pictures of characters from the
movie. Haldirams focuses more on the point of purchase advertising and uses special racks for its
products in the retail shops. It also boasts a lot of awards and recognition including India's Most
Trusted Brand (2003) and top brand in the ready-to-eat snack food category. It is a member of
various international food associations like Snack Food Association, Virginia(USA), European
Snack Association, London (UK) and International Association Of Amusement Park Attractions
in Alexandria (USA). Hence this concludes the marketing mix of Haldirams.

Haldirams is the second largest Indian food brand after Parle and has been recognized as a Star
Export House by the Directorate General of Foreign Trade, a department of Government of India.
Haldirams was established in 1937 as a small sweet and namkeen shop in Bikaner, Rajasthan. It
rose to prominence because of its classic and authentic bikaneri bhujia namkeen and was named
Haldirams Bhujiawala.
Shri Shivkisan Agrawal, the founder of Haldirams had a great vision for the company and in the
1990’s, the manufacturing was split between three manufacturing facilities at Delhi, Kolkata and
Nagpur. The Indian snack major is valued at Rs.5000 crores today and is twice the size of
Hindustan Unilever's packaged food division.
Table 1.1 on the following page shows the list of Haldiram’s products
Table 1.1:
Product List
Namkeens
200 Gms 400 Gms
1. Plain Bhujia 1. Plain Bhhujia
2. Bhujia 2. Bhhujia
3. Karanchy Mixture 3. Navrattan
4. Navrattan 4. Khatta Meetha
5. Nut Cracker 5. Masala Moong Dal
6. Khatta Meetha 6. Moong Dal
7. Bombay Mixture 7. Nut Cracker
8. Chana Dal 8. Dal Biji
9. MasalaMoong Dal 9. All in One
10.Moong Dal 10.Aloo Bhhujia
11.Boondi Masala 11.Chana Jor Garam
12.Boondi Plain 12.Kashmiri Mixture
13.Dal Biji 13.Hara Chiwda
14.Ghatia 14.Cornflakes Mixture
15.Kabli Chana 15.Kaju Mixture
16.Bhavnagri Sev 16.Panchrattan
75 Gms
17.Aloo Masala 1. Bhhujia
18.Mathri 2. Navrattan
19.Samosa 3. Khatta Meetha
20.Bhelpuri 4. Moong Dal
21.All in One 5. Nut Cracker
22.Aloo Bhhujia 6. Aloo Bhhujia
23.Nimbu Masala 7. Boondi Plain
24.Long Sev 8. Boondi Masala
25.Methi Sev 9. Nimbu Masala
26.Peanut Salted 10.Peanut Salted
27.Peanut Masala 11.Masala Moong Dal
28.Chana Jor Garam 30 Gms

29.Bombay Chana 1. Nut Cracker

30.Kashmiri Mixture 2. Peanut Salted

31.Cornflakes Mixture 3. Aloo Bhujia

4. Bhujia
32.Hara Chiwda Mixture
5. Navrattan
33.Mint Lachha
6. Moong Dal
34.Chilli Chatak Lachha
7. Khatta Meetha
35.Kaju Mixture
8. Nimbu Masala
36.Panchrattan
37.Shahi Mixture
 Sweets Syrups (700ML)
1Jamphal (1 Kg Tin Pack) 1Khus Syrup
2. Cham Cham (1 Kg Tin Pack) 2. Orange Crush
3. Kesar Rasbhari (1 Kg Tin Pack) 3. Pineapple Crush
4. Kalam Petha (1 Kg Tin Pack) 4. Lemon Crush
5. Keasar Ganderi (1 Kg Tin Pack) 5. Mango Crush
6. Raj Bhog (1 Kg Tin Pack) 6. Kala Khatta
7. Dry Petha 7. Badam Kesaria
8. Karachi Halwa (250/500 Gms) 8. Thandai Kesaria
10.Soan Papdi (250/500/1000 Gms)
11.Soan Cake (250/500 Gms)
Perishable Sweets Can Packs
1. Moti Choor Ladoo/Boondi Choor 1. Bombay Mixture
Ladoo 2. Aloo Bhujia
2. Plain Burfee 3. Cornflakes Mixture
3. Dhoda Burfee 4. Panchrattan
4. Moong Dal Burfee 5. Khatta Meetha
5. Besan Ladoo Cookies
6. Atta Ladoo 1. Jeera Cookies (75/300 Gms)
7. Pinni 2. Atta Cookies (75/300 Gms)
8. Kaju Gunjia 3. Ajwain Cookies (75/300 Gms)
9. Anjeer Burfee 4. Coconut Cookies (75/300 Gms)
10.Mix Sweets 5. Butter Badam Cookies (75/300
11.Mix Sweets 750 Gms Gms)
Gift Packs 6. Kaju Pista Cookies (75/300
1. Namkeen Nazrana Gms)
2. Sweet Spicy 7. Choco Chip Cookies (75/300)
 3. Meetha Chatpata Ready To Eat Food
4. Thoda Sa Meetha Thoda Sa 1. Panipuri (340 Gms)
Namkeen 2. Bhelpuri (160/320 Gms)
5. Meethe Meethe Pal
6. Double Mazaa
Pickles Chips
1. Mango Pickle (400/1000 Gms) 1. Classic Salted (400/1000 Gms)
2. Lime Pickle (400/1000 Gms) 2. Pudina (400/1000 Gms)
3. Chilli Pickle (400/1000 Gms) 3. Peprica (400/1000 Gms)
4. Mix Pickle (400/1000 Gms) 4. Mast Masala (400/1000 Gms)
5. Takatak (55/120 Gms)

Namkeen
Savouries or namkeens, as they are known, is where the Haldiram’s story
began. Savoury snacks have been a part of Indian food habit since ages.
They are normally consumed at teatime. The variety is almost mind-
boggling with specialties from all regions, which have gained national
acceptance.
The company has a team of experienced Bikaneri namkeen makers who
employ techniques that have remained unchanged for over two hundred
years. They use the most high quality and original ingredients. So much
so, that even the spices are grinded in special spice grinders to give that
original Bikaneri flavour which no one else can deliver. Small wonder
then that, they have managed to capture a lion’s share of the market. And
today “Haldiram’s” is a name synonymous with authenticity in
namkeen’s.
Sweets
 Sweets, which is must for some, an indulgence for others; and for
Haldiram’s another area to establish its superior quality. Haldiram's
sweets have found their way into millions of households and left behind
an after taste of great satisfaction, which is not surprising because all the
sweets here are made traditionally, by expert cooks using the freshest and
purest ingredients each day. After which they are tested for quality and
taste. Haldiram’s sweets are known for their range too. Delicious sweets
like Rasgullas, Jamphal (GulabJamuns), Raj Bhog, Nargisi Rolls, are hot
favourites among people in India and across the world.

The fact that Haldiram’s sweets are packaged and tinned in mechanized
plants, which gives them a long shelf life of about 12 months, is also of
great significance.
Syrups

Imagine a hot summer day and a tall glass of chilled orange crush to cool
you down. Or a glass of hot badam milk for a cold winter night. Sounds
delicious, doesn't it? And Haldiram's range of crushes and sherbets are
another fine example of its plan to diversify and be present in every
sphere of the food market.
Price
Haldirams offers its products at competitive prices in order to penetrate
the huge unorganized market of namkeens and sweets.
o The company pricing strategy has taken into consideration the
price conscious nature of consumers in India. Haldiram’s has launched
namkeens in small packets of 30 grams, priced as low as Rs. 5. The
company also launched namkeens in 5 different packs with prices
varying according to their weights
 o The prices also vary on the basis of the type of namkeens and the
raw materials used to manufacture it. The cost of metallized packing
also has an impact on the price, especially in the case of snack foods.
o The company revises the prices of its products upwards only when
there is a steep increase in the raw material costs or if additional taxes
are imposed
Place
The Haldiram’s products are distributed all over the country and outside
country also. Haldiram’s is successfully exporting its products to USA,
UK, Australia, Middle East & Far East Countries, Germany, Philippines,
New Zealand, Nepal, Sri Lanka, UAE, France, Spain, Italy, Holland,
Japan, etc., Haldiram’s is an ISO and HACCP Certified Company and is
approved by FDA, USA.
o Haldiram’s has developed a strong distribution network to ensure
the widest possible reach for its products in India as well as overseas.
From the manufacturing unit, the company’s finished goods are
passed on to the carrying & forward (C&F) agent. C&F agents passes
on the products to distributors, who ship them to retail outlets. While
the Delhi unit of Haldiram’s has 25 C&F agents and 700 distributors
in India, the Nagpur unit has 25 C&F agents and 375 distributors.
Haldiram’s also has 35 sole distributors in the international market.
The Delhi and Nagpur units together cater to 0.6 millions retail outlets
in India.
o C&F agents receive a commission of around 5% while distributors
earn margins ranging from 8% to 10%. The retail outlets earn margins
from 14% to 30%. At retail outlet level, margins vary according to the
weight of packs sold. Retailers earn more margins ranging from 25%
 to 30% by selling 30gms pouches (priced at Rs.5) compared to the
packs of higher weights.
o Apart from the exclusive showrooms owned by Haldiram’s, the
company offers its products through retail outlets such as
supermarkets, sweet shops, provision stores, bakeries and ice cream
parlors. The products are also available in public places such as
railway stations and bus stations that account for a sizeable amount of
its sales.
o Haldiram’s products enjoy phenomenal goodwill and stockists
compete with each other to stock its products. Moreover sweet shops
and bakeries stock Haldiram’s products despite the fact that the
company’s products compete with their own products.

o The main functions of different channel members are to supply

goods, to achieve targets and to increase sales.
o One of the main functions of C&F agents is to achieve the targets
assigned to them. They are responsible for all the activities of their
areas.
o Maximum sale of the Haldiram’s products comes from the
Nankeens and other packed products which is nearly Rs.250 crore
yearly.
o The sale of other goods including the sales of its entire outlet is
around Rs.150 crore.
B. Selection of Channel members

Channels members are selected if the following facilities are available: -

 o Godown Facilities

o Experience sale persons.

o Van, truck, three-wheelers for transportation.

o Registered office.

o Proper computer facility for maintaining accounts.

o Financially strong

C. Order processing
o Sales persons of C&F agents and distributors go to the retailers of
their areas and bring the order daily. After that they give order in
the Corporate Office of Haldiram’s in Mathura road to the general
manager. From corporate office general manager gives order in the
factory. (Nodia/Gurgaon/Mathura Road)
o As the order is ready to deliver and on confirming from the
corporate office, the goods are delivered in the trucks.
o Orders within Delhi and the places near Delhi (like Meerut) are
delivered within 24 hours.
o Orders outside Delhi are delivered according to the distance. It
takes from 24 hours to 72 hours.
o Every distributor and C&F agent has a fixed day in a week to give
an order.
o Haldiram’s has its own warehouse, which is managed by its own
staff.
 D. Physical movement of the goods
The order of Haldiram’s is delivered by truck. Haldiram’s pays the
expenses for transportation of the goods.
Promotion
Haldiram’s product promotion had been low key until competition
intensified in the snack foods market. The company tied with ‘Profile
Advertising’ for promoting its products. Attractive posters, brochures and
mailers are designed to enhance the visibility of the Haldiram’s brand.
o Different varieties of posters are designed to appeal to the masses.
The punch line for Haldiram’s products was ‘Always in good taste’.
Advertising depicting the entire range of Haldiram’s sweets and
namkeens were published in the print media (magazines and
newspapers). These advertisements had captions such as ‘millions of
tongues cant go wrong’, ‘what are you waiting for, Diwali??’ and
‘Keeping your taste buds on their toes’.
o To increase the visibility of the Haldiram’s brand, the company has
placed its hoardings in high traffic areas such as train stations and bus
stations. Posters are designed for display on public transport vehicles
such as buses and hoardings.
o Captions are developed that focus on individual products such as
‘yeh corn hai’ (this is corn), ‘chota samosa – big mazaa’ (small
samosa- big entertainment) ‘yeh kashmiri mix khoob jamega’ and ‘oozing with
taste’ (fro Rasgoolas) promoted individual products .
o Special brochures are designed for those customers who want to
know more about Haldiram’s products. The brochures describe the
products and give information about the ingredients used to make
those products. Mailers are also sent to loyal customers and important
corporate clients as a token of appreciation for their patronage.
o Packaging is an important aspect of Haldiram’s product
promotion. Since namkeens are impulse purchase items, attractive
packaging in different colors influences purchases. Haldiram’s uses
the latest technology (food items were packed in nitrogen filled
pouches) to increase the shelf life of its products. While the normal
shelf life of a similar product is under a week, the shelf life
Haldiram’s product is about six months. The company projects the
shelf life of its products as its unique selling proposition.
o Posters highlighting the shelf life of its products carried the caption
‘six months on the shelf and six seconds in your mouth’.
o During festival season, Haldiram’s products are sold in attractive
looking special gift packs.
o The showrooms and retail outlets of Haldiram’s give importance to
the point of purchase (POP) displays. Haldiram’s snacks are displayed
on special racks, usually outside retail outlets. The showrooms has sign boards
displaying mouthwatering delicacies with captions such as ‘Chinese Delight’, ‘Simply
South’, ‘The king of all chats.’ Posters containing a brief account of the history of
Haldiram’s along with pictures of its products are also displayed at these showrooms.
o Haldiram’s has also diversified into the restaurant business to cash
on its brand image. The company has established 6 restaurants overall
in India. The restaurant at Nagpur devised an innovative strategy to
increase its business. It facilitated people who were traveling by train
to order food from places where stockists of Haldiram’s, Nagpur unit
were located. The customer could order for lunch/dinner by sending a
demand draft or a cheque to the Nagpur unit or giving the same to
specified local distributors belonging to the Nagpur unit. Along with
the DD/Cheque, customers had to provide information such as the
same name of the train, its likely time of arrival at Nagpur, their
 names and coach and seat numbers.
o Haldiram’s restaurants in Delhi also use innovative ways to attract
customers. The restaurants located at Mathura and Lajpat Nagar have
special play area for children.
o To cater to NRI’s and foreign tourists, who hesitate to consume
snack foods sold by the roadside vendors since they do not prepare the
foods in a hygienic manner, Haldiram’s restaurant uses specially
purified water to make snack foods including ‘pani puri’ & ‘chat
paapri’.
These promotional strategies have helped Haldiram’s to compete
effectively with the local restaurant chains such as Nathus, Bikanerwala
and Agarwals and with western fast food chains such as Mc Donald’s and
Pizza Hut.
A. Advertising Strategy
Haldiram’s advertisements have traditionally been copy heavy for various
reasons and do not have any face, known or otherwise, attached to them.
They are graphic heavy as well with extremely vibrant use of colour. Its
advertisements earlier had a mature approach with the base line “Always
in good taste”, but of late due to a shift in target audience the base line of
the advertisements too has been changed to “Every zuban pe”. This year,
an otherwise conservative company, it has upped ad budgets by more
than 60% to Rs 1 crore - still a far cry though from Lays which spends
over Rs 30 crore annually. But these ads were for what it calls its `new
generation products' - chips, funchees, masala balls and Taka-tak.
a) Visual (Typography, Layout)

Haldiram’s typography contains a very stylized and sophisticated font

style, which conveys the image and the personality of the brand.
 The layout is picture heavy with extensive use of colour so as to make the
advertisement attractive and tempting, which is true of any food
advertisement.
b) Verbal (Copy Style)
Initial advertising of the brand contained long copy but this phenomenon
has recently changed as the company is now going in for a very precise
and clear form of communication in an informal manner.

c) Attitudinal
Haldiram’s advertisements are not attitudinal in nature but are rather
formal and mature. This trend is steadily converting into a more informal,
relaxed and ‘hinglish’ style.

THE BRAND
The food industry in India is forever changing to suit their consumers’
palate, preference and pocket. All the players in the industry thus, have to
constantly adapt to the ever-changing trends and invent and re-invent
themselves to stay in the league.
Haldiram’s competes on the basis of numerous factors including brand
recognition due to distinct packaging, product quality, traditional taste
and authentic Indian flavour. The company’s timely introduction of new
products and line extension has played a major part in the buying
behaviour of consumers as well.
A word of caution for the company though is that it should concentrate on
its branding activities, which will be its saving grace in the future. As the
competition toughens the only thing to see a company through would be
its ability to adapt to change, share of space and share of voice in the
market.
Figure 3.1 on the following page shows the ‘Eleven Brand Definitions’

a) Product

Haldiram’s products are traditional high quality Indian sweets, namkeens

and snack food items at a premium yet affordable price. They were the
first in India to use state-of-the-art technology for manufacturing
traditional Indian snack items thus setting quality standards and
improving the shelf life of the products as well.
b) Brand

When it comes to sweets, namkeens and snack food items, Haldiram’s is

a name trusted across the Indian sub-continent. It is a name associated
with high quality and traditional taste.
c) Brand Name

The brand name Haldiram’s came from the owner’s forefathers and one
thing is clear, the name has been chosen on a purely personal basis. What
was chosen as a name for the company decades ago has today
revolutionized the way we look at the ethnic snack food industry.
d) Brand Core Values

Haldiram’s brand core values are quality, taste, variety, traditional and
very Indian.
e) Brand Character
The brand character of Haldiram’s that distinguishes it from its main
competitor FRITO LAYS is its ‘traditional Indian taste’.
f) Brand Personality

It is not the brand alone but the manner in which the brand presents its
characteristics. Haldiram’s depicts the personality of a man, who is rooted
in his tradition out of choice and not compulsion. He is very Indian in his
tastes, choices and behavior and puts a high premium on quality as well.
g) Brand Position

This refers to the consumers’ placement of a company vis-à-vis its

competitors. Haldiram’s has also been rated as the second fastest growing
FMCG Company in India, has 70% of the total market share in the
namkeens category and is posing to be the biggest threat to the
multinational giant FRITO LAYS in the snack food market. As far as the
sweets and namkeens are concerned it is the undisputed leader in the
organized sector.
Its position in terms of pricing is premium yet affordable. It enjoys top of
the mind recall and awareness in its target audience but this could very
easily be subverted if the company does not bring into place strong
branding strategies immediately.
h) Brand Positioning

Haldiram’s has uniquely positioned its brand. It has positioned itself as a

premium segment product available to all those who can afford it. It is in
not perceived to be cheap but does offer good value for money giving
high priority to quality and taste standardization throughout its outlets,
which are suitably located in posh areas of the city. Initially the brand
catered only to the 35+ category with its positioning statement “Always
in good taste” but lately the company has started to target kids and
teenagers as well with a hinglish baseline “Every zuban pe”.
Haldirams has also gained an edge over its competitors by minimizing
promotion costs. Haldirams once was just another sweet maker but it had
moved into trained brands by improving the product quality and
packaging. Through its clever products & brilliant distribution it has
moved into the star category of brands.

i) Mnemonic
henever one things of a brand, the first thing that comes to the mind
that reminds us of just the brand and not the features attached to it is
considered as the mnemonic for that brand. In Haldiram’s case it is not
available as yet but is under consideration. For the time being the logo
itself could be taken as the mnemonic for the brand.

j) Brand Property
It is the memory device, which not only reminds the consumers of the
brand name but also its core values. In case of Haldiram’s the brand
property would be its red and white stylized logo and its base line “Every
zuban pe” which is reminiscent of the fact that the brand is an established
one with top of the mind recall.
k) Brand Equity
In case of Haldiram’s the brand equity is its 70% holding of the entire
market for namkeens, its undisputed leadership in the sweets category
and also top of the mind recall amongst the target audiences’ vis-à-vis the
competitors in the sweets and namkeen market achieved through decades
of quality and taste control measures. The taste that Haldiram’s provides
through its products is very Indian and yet it maintains international
quality standards.

CONSUMER BEHAVIOUR ANALYSIS of Haldiram’s NAMKEENS

Ever since the Indian consumer started showing an interest in the branded
and packaged namkeens, there has been a spurt in the number of players
in this segment. Haldiram’s is the undisputed leader in this segment. But
today the consumers have a lot of options and variety to choose from and
so a consumer survey is imperative to study the buying trends and
patterns.
The objectives of the undertaken study are to analyze:

o The most favorable choice of namkeens

o Factors influencing buying behavior

o Type of Buying behavior

 o Brand loyalty

o Substitutability of the product

o Future expectations of the buyers

COMPETITION ANALYSIS

Introduction
To retain and expand its market share for higher profitability a company
must understand it’s competitive environment. It must know its
competitors, their strategies, the strengths and their weaknesses.
The major objectives of this comparison are to:
o Analyze Haldiram’s competition (in Namkeens Segment) from an
industry and marketing point of view
o Analyze the intrinsic long run profit attractiveness through Porter’s
5 force model
o Formulation of competitive strategies
o Study the designing of competitive strategies
Competitors of Haldiram’s (in Namkeen Segment)
The following are the major competitors of Haldiram’s:
o Frito Lays
o Bikano
o MTR
 o Unorganized Sector

A. Brand Competition
Brand Competition includes other companies offering similar products
and services to the same customers at similar prices. Here, the brand
competition would be all the companies selling Namkeens along the same
lines as Haldiram’s. Because of this brands like Bikano, Frito Lays, etc…
and the unorganized sector are considered as brand competitors.

B. Industry Competition:
The namkeens industry is essentially made up of a few players producing
the same product partially differentiated along the lines of quality, styling
and services. This means that the namkeens industry follows the pattern
of ‘Differentiated Oligopoly’.

C. Form Competition:
Form competition essentially means that competitors who produce
products that supply the same service. In case of Haldiram’s Namkeens, it
faces stiff competition from traditional snacks like samosas, kachoris etc.
and others like salty biscuits, pizzas, burger and bakery items as people
tend to substitute namkeens very easily with these products.

D. Generic competition
Generic competition essentially includes those companies competing for
the same amount consumer money. In case of Haldiram’s, it includes all
edible products in the same price range.
Porter’s Five Forces Model
Porter’s five forces determine the intrinsic long-run profit attractiveness
of a market or a market segment. The following is the analysis of this
model with respect to Haldiram’s:
1) Threat of Intense Segment Rivalry (Industry Competitors)

Haldiram’s did not face any intense segment rivalry in the initial stages
and some time after that, but the last few years have seen a lot of players
entering the namkeens/snack food segment. This has led to various new
products being introduced by all. Variety and higher quality standards
have been set & the companies are competing with each other to grab a
larger market share in this segment and hence there is evident segment
rivalry. The primary and potential threat that appears to Haldiram’s is
from the unorganized segment with its lower pricing and variety in the
products.
2) Threat of New Entrants

There is a threat of new entrants especially from the unorganized sector

that has lesser quality pressures. The entry and exit barriers are both low
leading to stable returns, therefore big companies may enter this segment
looking for a quick profit.
3) Threat of Substitute Products
Threat of substitute products arises from the ability of the consumer to
substitute namkeens by other things that suit him. For example ice
creams, biscuits, bakery products. Like wise and outing for burger and
other fast food items may also substitute for namkeens. The players have
to monitor prices closely as a fall in the prices of these substitute products
may lead to a price cut in the namkeen segment as well.

4) Threat of Buyer’s Growing Bargaining Power

There’s no threat of buyers’ growing bargaining power, as it doesn’t

represent a significant portion of the buyers’ cost. The buyers do not
seem to be very price sensitive and nor are they more concentrated
(buyers are distributed across a wide geographical region in the country)
or organized.

5) Threat of Supplier’s Growing Bargaining Power

Suppliers are unorganized and there are a lot of substitutes available to

the company. Moreover the number of suppliers being large and the size
of the suppliers being very small as compared to the company, the
company is in a strong bargaining position. Hence there is no such threat
of suppliers’ growing bargaining power.
Figure 6.1 on the following page shows the ‘Porter’s 5 Force s Model’
with respect to Haldiram’s
Customer Value Analysis

A. Haldiram’s

Haldiram’s being the market leader offers enormous benefits to its

customers. On the basis of the consumer behavior survey, the highest
benefit that Haldiram’s offers is by way of hygiene and taste. Another big
strength of Haldiram’s, which a factor rated pretty high by the consumers,
was Packaging. By providing fresh and tight packaging Haldiram’s
ensures that their consumers can use it for a longer period of time.
Another benefit that Haldiram’s offers is the immense variety in their
product line. In fact in the namkeens segment itself Haldiram’s offers
about 40+ varieties and ensures that this benefit stays on by constantly
innovating and coming out with new types of namkeens. The best part is
that they offer traditional snacks rather than modern snacks, which go
down very well with the Indian consumer.
B. Frito Lays

According to the consumer behavior survey, the consumers rated

packaging the highest thereby signifying that this is one of the best
benefits that the consumers get from Frito Lays. Apart from that price and
quality were the other benefits that the consumers got from Frito Lays.
The biggest benefit is the availability of the product as it is a product is of
Pepsi Foods and hence is backed up by a string distribution network.
However it’s on the variety factor that they actually pale in comparison
with Haldiram’s.
 Types of Competitive Strategies

From the information based on the consumer survey, out of 32 people 28

consumed Haldiram’s products. Since 91% of responses indicate
consumption of Haldiram’s products, we conclude that Haldiram’s is the
market leader in the namkeens segment. In the consumer survey that we
had done, hygiene and taste had come out as the highest priority factors
that influence the buying behavior. Haldiram’s adopts the following
market leader strategies.
A. Market leader strategies adopted by Haldiram’s

a) Increasing the total market share

Being a market leader, one of Haldiram’s strategies has been to solicit

new users for their products. They have done this by targeting the NRI’s
living abroad and exporting their namkeens there. This in turn has also
helped create awareness about their product among the non-NRI’s
abroad. Its foray into the foreign markets has been carefully strategised as
in the customization of its products. Apart from this, they have also
penetrated the rural markets quiet effectively by bringing out their
products in small, affordable packets. All these new markets have helped
consolidate Haldiram’s position as a market leader.

b) Defending Market Share:

To protect its position as market leader, Haldiram’s makes use of two
defense strategies: Position Defense and Mobile Defense.
1) Position Defense
 Haldiram’s has built for itself quite a superior brand image, making it
extremely difficult for its competitors to break this image. Thus the
competitors have to put in extra efforts to create a brand much more
superior than Haldiram’s.

2) Mobile Defense

This involves the leader stretching its domain over new territories that
can serve as future centers for defense and offense. Under this
defense, Haldiram’s follows the ‘Market Broadening’ mobile defense.
The recent establishment of their Nagpur plant shows that they are
now concentrating on the Southern region. Also their foray into the
international market and their deeper penetration into the rural market
coupled with the introduction of their new product range like syrups,
pickles, etc.

3) Counteroffensive Defense:
When Haldiram’s had started its business there were very few other
players in the market. That brought in complacency in Haldiram’s as
far as advertising of its products was concerned. The popularity of
Haldiram’s has till date spread through the word of mouth. Now with
new competitors coming in and advertising their products aggressively
Haldiram’s has realized the need to advertise its own products and has
lately forayed into TV advertisement. Thus Haldiram’s has followed
counter offensive defense as in it has responded to the competitors
attack.
c) Expanding Market Share

1) Haldiram’s

Over the years, Haldiram’s has been diversifying its product line and
entering newer markets. This has resulted in considerably expanding
the market share of Haldiram’s, thus also substantially increasing their
products.

2) Frito Lays

With regard to the namkeens segment, Frito Lays is a relatively new

player when compared to Haldiram’s. In fact according to the
consumer behavior survey that we had carried out, out of the 32
respondents, 29 of them consumed Haldiram’s while only 21 of them
consumed Haldiram’s. This shows that Lays still has to go a long way
if it wants to be the market leader. Haldiram’s has a very strong brand
loyalty. Hence the strategy currently being adopted by Lays is that of a
‘Market Challenger’.
 B. Market Challenger Strategy adopted by Frito Lays

a) Flank Attack
The strategy being adopted by Lays currently is that of a flank attack.
One of the main points of a flank attack is that the enemy’s weak points
are a natural target. One of the biggest weaknesses of Haldiram’s has
been advertising. Most of the publicity has been word of mouth for
Haldiram’s. But Lays, being a product of Pepsi Foods, didn’t have any
problem on this front and in fact has a strong advertising campaign to
back it up. Also with an extensive distribution network, it has been able
to penetrate the Indian market in areas that probably even Haldiram’s has
not been able too.
Share of Market, Mind and Heart
Haldiram’s has got the biggest share of mind market because generally it
is the first name that comes to the mind of the consumers when namkeens
are mentioned. This is re-iterated by the fact that in the consumer
behavior survey, 91% of the respondents actually consumed Haldiram’s
as compared to the other brands. Thus the market share of Haldiram’s
coincides with the mind share mainly because of the high level of market
penetration and the word of mouth publicity that the brand enjoys.
Haldiram’s has become a household name today because of the variety of
products it offers, the taste and the good quality of the products,
innovative and packaging has also helped in building the brand image.
Haldiram’s has also got the biggest share of heart because most of the
people prefer consuming Haldiram’s products. A large share of heart
predicts a high market share in the future. Thus Haldiram’s enjoys a good
share of heart and mind along with the biggest market share. This would
help Haldiram’s in retaining its share in the market in the future.
 SWOT ANALYSIS

Introduction

A. Strengths

o Haldiram’s has a large product basket for the customers to choose

from. One of the biggest reasons for their namkeen segment
succeeding is the continuous updation of their product range.
o Their brand is associated with tradition and quality.

o Their products are known among the most hygienic products

available in this segment.
o Their packaging is attractive and innovative which makes for
easy discernment of their products on the shelves, is safe and keeps
contents fresh for long.
o Their production processes are semi-automated and by using
state of the art technology they have been able to increase the shelf life
of their products from one week to six months.
o They are the undisputed market leaders in the namkeen
segment.

o Haldiram’s has been able to build its brand today on the basis of
word of mouth publicity, which has actually taken a lot of people by
surprise.
 o Approval by FDA-HACCP, ISO 9002 and SPA stand testimony
to the emphasis that Haldiram’s lays on the high quality for its
products.
o Haldiram’s is aggressively trying to capture the international
markets by customizing its products and packaging according to
foreign tastes.
o Though a large percentage of their consumers are middle-aged
customers who are fond of namkeens, yet they are successfully
catering to all age groups and sections of society.
o By launching small packets of their diverse namkeen products,
they have successfully penetrated the rural markets.
o Online selling of their products through indiatimes.com

B. Weaknesses

o Haldiram’s doesn’t lay emphasis on the need to carry out

market surveys either to know the consumer needs or their feedback.
o Haldiram’s started advertising its products too late, as it is not a
firm believer in big marketing budgets and lavish promos because of
which they might have lost the initial advantage.
 o The Company has no policies on Corporate Social
Responsibility and environmental norms, which may affect their
Goodwill in the long run.

o The Haldiram group consists of three concerns that are

independent of each other and also there is a lack of collaboration
between the three concerns, which affects the reputation of the
company and is a hindrance in its growth.
o The company is not as cash rich as its competitors, which gives
its competitors an edge.
o Company portfolio does not include western snack foods

C. Opportunities

o Though till now, Haldiram's presence in the western snack foods

segment is restricted to potato chips. It has plans to market
convenience food products in the ready-to-eat format, such as paneer,
pulao, dal and vegetables.
o If the company starts associating itself with other brands, it will
help strengthen the brand image and bring in larger profits.
o Haldiram’s doesn’t have any special namkeen for the kids and

teenagers segment, which is a huge potential target market.

 o Diversifying the namkeen product line further through constant

innovation.
o Greater scope to increase market share and profits as they have just
started advertising. Opportunity to go into radio advertising leading to
greater rural penetration.

o To cut into the unbranded sector by reducing prices to capture

value conscious customers.
o Having a premium product line to capture high-end consumers.

D. Threats

o A large number of competitors have started entering this segment

which might erode the market share of Haldiram’s. For example
companies like Frito Lay’s, ITC, etc, which is cash rich companies,
can actually undercut Haldiram’s profits as they can afford to reduce
their prices.
o As there are three concerns under the Haldiram’s group, the quality
standards differ substantially and any irresponsibility on the part of
any one concern will have a negative impact on all the three as they
share the same brand name.
o Competitors such as MTR, Tasty Bites and ITC have already
entered the western snack food market and taken the initial advantage
 whereas except for potato chips, Haldiram’s is still considering
entering this segment.
o If Haldiram’s doesn’t realize the importance of aggressive
advertising, its competitors will cut into its market share as they do
advertise on a large scale.
o Competition from local restaurants cum sweet shops.

o High market presence and share of the unorganized sector.

OBJECTIVE

1. To study the marketing mix of Haldiram’s

2. To study the Haldiram’s as a brand and define various brand

attributes related to Haldiram’s
3. To study the behaviour of the consumer with respect to attributes such
as Brand Loyalty and come up with recommendations as to what all
needs to be considered keeping the consumer in mind
4. To analyze Haldiram’s competitor and compare their strategies and
come up with recommendations for any problem being faced by it.
 RESEARCH METHODOLOGY
Fact-finding enquiries of different kinds. The major purpose of
descriptive research is description of the state of an affair, as it exists at
present. Research methodology refers to the tools and methods used
for obtaining information for the purpose of the subject under
study. The methodology followed for the purpose of finding
customers response will be Random sample survey.

DATA BASE
I had visited haldiram’s many a times but I had never thought that
oneday I will make a well designed project on haldiram’s. Choosing and
finalizing the project topic was itself the biggest challenge
for me, since we have enough liberty to choose our topic.

I had changed topics many times and this was my 3rd topic . Working on
haldirams was a real fun and learning act at the same time. Mr. Raj
Kumar encouraged and provided me many useful information
regarding their branch and their target markets. Using both the

primary and secondary data , I have tried my best to put forward the
practical aspects of marketing theories
Primary data

Primary source of information will be Mr. K K Goyal, Sales Manager

Haldiram’s. He gave me insights into various issues such as marketing
mix of Haldiram’s etc. Lot of other people were contacted such as
Haldiram’s distributors, shop keepers etc.
Secondary data

Secondary source of information was internet and various other articles in

magazines, pamphlets etc.
These was some of the sources through which up-to-date and relevant
data was collected. It is one of the best methods to collect data because of
economy in terms of time and money.
Tools analysis
bservation and descriptive survey methods used to collect the data about
the features, expectations, satisfaction, problems etc. the customers.
Size of sample:
The present study was conducted on a sample size of ‘90’ .

ANALYSIS AND INTERPRETATION OF DATA

he following chart shows the distribution of the respondents according

Ag e Pro file o f Re sp o
nde
m o re th a n
56% 1 5 -2
0
4 1 -5 0 6 % 2 1-2
9% 4
19%
3 1 -4
0
2 2%

2 5 -3
0
3 8%

to the age group:

Consumption Patterns

Do you consume Haldiram's products?

NO 9%

YES 91%
  In response as to whether or not they consumed Haldiram’s

products, 29 of the 32 answered in the positive, which translates into

almost 91% of the sample size. This establishes the superiority and
awareness of the product among the people. Also another interesting
point observed was that the three who didn’t consume Haldiram’s
products weren’t actually averse to Haldiram’s products but did not

PreferLocalSn
N am keen C
onsumpti
OTHERS 7
3 YE34%
MTR BIKA
14
Brand

NER LEHA
21
NO66%
R LA Y S
HA LDIRA 21
M'S
29

0 10 20 30 40
No . o f Re sp o n
den

consume them because they either didn’t consume namkeens generally

or had some medical constraints.
 Another point that came across was that when questioned about the
consumption of other brands, the closest competition for Haldiram’s
came form Lehar and Lays as 21 of the surveyed people consumed
these too. Also only 34% preferred local snacks when compared to
branded snacks which shows that the branded snacks segment is
cutting into the unbranded segment.
Brand Loyalty

Have been consuming Haldiram's since.......

1-3 years
31%

6mths- 1 year
 less than 6 mths greater than 3
0% yrs
59%

less than 6 mths6mths- 1 year1-3 yearsgreater than 3 yrs

 59% of the respondents have been consuming Haldiram’s namkeens

for over 3 years while 31% have been consuming it for between 1-3
years. With the arrival of so many competitors on the scene, even a
period of year is long enough to prove brand loyalty which is

Comparison of quality over the period of use

16
14
12
No. of Respondent

10
8
6
4
2
0
Significantly Better Neutral Worse Significantly
Better Worse

established very firmly in this case. Thus the chances of the

 substitutability of the Haldiram’s namkeens by any other brand seem
to be rather low as there has been no switching of brands by any of
these respondents. Those who have tried it have maintained their
loyalty towards it. This is again re-iterated by the following chart,
which depicts the perceived change in the quality of Haldiram’s
namkeens by the consumer.

 None of the respondents subscribed to the view that the quality of

Haldiram’s namkeens has got worse. They were either neutral or
found it to be better/significantly better than before. This might be
one of the reasons for the strong brand loyalty.
Buying Roles

o On the basis of the chart above, it is evident that when it comes to

buying namkeens people tend not to get influenced by others. They

rely on their own sense of judgement to buy namkeens. However in
some cases the family members tend to influence the buying patterns
of the buyer. Hence in this case there seems to be a vacuum when it
comes to the role of the ‘Influencer’. Because of this the respondent
himself also usually plays the role of the ‘Decider’.

The
Influence
Friends 10
Neighbours 1
Relatives 1
Famil 14
y
Ads 1
Self 18
0 5 10 15 20
No. of Respondent

o Another interesting observation is that only 1 respondent of the 32

considered advertisements as being influential while buying. This

correlates with Herzberg’s two-factor theory as the absence of
advertisements may have led to dissatisfaction among the consumers
 but its presence doesn’t seem to have had any significant impact on
the satisfaction or buying trends of the consumer.
Factors Influencing Buying Behaviour of Namkeens

Factors affecting purchase Noaf

mkeens
Packaging
Factors

Quality

Price

0 5 10 15 20 25
No. of Re s ponde
nt

o Consumers gave the highest priority to the taste of the namkeens as

compared to the other factors. Quality came in a close second on their

priority list. What came, as a surprise was that none of the respondents
considered packaging as part of their selection criteria, on which
Haldiram’s usually lays so much stress.
Again when asked to rate the importance level of six factors, the results
were interesting as most of the respondents considered ‘Packaging’ as

Feature Preference(s)

30
25
No. of Respondan

20
15
10
5
0
Variety Food Taste & Hygiene Nutritional Price Packaging
Quality Value

Very ImportantImportantSomewhat ImportantLeast ImportantNot at all Important

only somewhat important. Also the opinion on the price feature was
divided as some of them considered it being important while some others
considered it somewhat important and some even didn’t find it important.
The strongest factors that influenced the buyer while purchasing
namkeens were Food taste and quality and Hygiene. The majority of the
respondents rated these two factors as being ‘Very Important’. Apart
from this consumers also considered ‘Variety’ as an ‘Important’ factor
while buying Namkeens. Nutritional value didn’t seem to have much of
an effect on the buying trends as opinion here again seems to be divided.

I fin d H a ld ira
m 's p

Very Very Lo
Hi Lo w
3% 0% 0%
H ig
41
%
Reaso
na
56%
With respect to Haldiram’s it was found that 56% of the respondents
considered the price to be reasonable. However 41% also considered it to
be high. This confusion is however solved when viewed in the light of the
following graph that analyses the rating of various factors.

R a t in g o f f a c t o r s in f lu e n c in g
b u y in g b e h a v
9
5
Total Score

9
0
8
5 P a c k a g in gV a rie t yP Q u a lit y H y g ie n e
ric e Taste
8 Fa
0 ct

o In the above chart, the respondents were asked to rate the factors

based on a 5-point scale, 5 being the highest. The total score for each
factor has been computed by multiplying the rating with the
corresponding number of respondents. Here again the same trend of
hygiene and taste being given the highest priority is reiterated. The
confusion relating to the price factor is solved as ‘Price’ gets the least
priority among the people surveyed. Hence people don’t mind paying
for Haldiram’s namkeens as long as they get a tasty and hygienic

product as value for their money. Once again Packaging, which is a

top priority for Haldiram’s, fails to get top priority among the
consumers and finishes fifth on the priority list. This can be correlated
to Herzberg’s two-factor theory. The absence of good packaging may

I find Haldiram's Namkeens nutritional

value...
27
Respondants

30
No. of

20

10 5
0
0
MinimalAdequateHealthy

lead to dissatisfaction among the consumers but the presence of it does

not seem to create any particular satisfaction among the consumer.

o When it comes to then nutritional value of Haldiram’s namkeens,

84% of the respondents felt that the nutritional value was minimal
while none of them felt that it was healthy. But despite this the
average consumer still prefers to buy Haldiram’s namkeens thereby
proving that the lack of sufficient nutritional value isn’t a deterrent in
purchasing their namkeens.
Do you buy Haldiram's gift packages?

YES 4 %
NO 56%

Haldiram’s attaches a lot of value to its gift packages offered during the
festive season. However, 56% of the respondents didn’t buy such
packages. This shows that the gift packages being offered don’t play such
an important role on the buying behaviour of the consumer.
Type of Buying Behaviour

Signifiacnce Dif erence between Haldiram's and other

brands?

No 31%

Yes 69%

When asked to whether they found any significance difference between

Haldiram’s and any other brand, 69% are of the view that there does exist
a significant difference. Also a product like namkeens involves low
involvement levels while buying. Thus it can concluded that buying
behaviour of the consumers of Haldiram’s namkeens is the ‘Variety-
seeking buying behaviour’. This translates into a positive for
Haldiram’s, as the consumers, in spite of trying different brands, seem to
be coming back to Haldiram’s.
 CONCLUSION

The market is clogged with dominant players such as Frito-Lay India,

PepsiCo’s snack foods arm, which has almost brought in a snack-chip
revolution in the country, Haldiram’s and the Delhi-based snack-food-
retailer Bikanerwala Foods Pvt Ltd etc. Even the dairy major Mother
Dairy has a presence in the category. With the entry of companies such as
ITC and HLL into this industry, it is getting tough for companies such as
Haldiram’s who till now have not paid serious attention to its branding
activities.
Increased media exposure, ever increasing purchasing power of the target
audience coupled with their desire to spend more on eating out due to
lifestyle changes will fuel the demand for snack food items and only
those companies which have a considerable share of voice and space in
the market will be able to survive. Haldiram’s has the capability of
meeting these demands and only requires a certain revision in its
strategies to be able to do so successfully, which it already has begun to
consider.
 BIBLIOGRAPHY

o https://www.haldirams.com/
o https://en.wikipedia.org/wiki/Haldiram%27s
o https://deshicompanies.com/company-profile/
haldiram-company-profile-wiki-products-
restaurants-founder-e-shopping-and-more/
o https://www.scribd.com/doc/220687869/
marketing-project-report-on-haldiram-s
o https://
mbasectionagroupwork.wordpress.com/
2014/10/13/marketing-overview-of-haldirams-2/