Case-Study in Marketing Management

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Haryaram’s Offerings
‘Haryaram’ is a famous chain selling a large variety of product in the Indian market. Their
products include chips, biscuits, sweets and squashes. It charges a comparatively higher price
than its competitors as it sells quality products. Besides, it offers regular discounts to
customers and easy credit terms to its retailers. It has five of its own retail shops. It also sells
its products through various grocery stores so that the products are made variable to
customers at the right place, in the right quantity and at the right time. It regularly uses
different communication tools to increase its sales.

The above paragraph describes the combination of variables used by Haryaram to prepare its
market offering. Identify and explain the variables.

Case-Analysis
Step-1: Read the case thoroughly until you get an understanding on it.
Step-2: Start writing the case-analysis.
You may use the below format to analyze the given case.

Case in Brief:
The given case is about ‘Haryaram’, a famous chain selling a large variety of confectionery and
squashes across India. The case presents the various activities carried by the company in
marketing its products.

Fine Points of the Case

The above case presents the various marketing aspects taken up by Haryaram. It is known
from the case that Haryaram is producer and marketer of products such as chips, biscuits,
sweets and squashes. All the products of the company are of good quality. Haryaram sells its
products to individual customers as well as retailers of reselling. The prices of the offerings of
Haryaram are relatively higher than the competitors’. It is understood from the case that the
company offers discounts on its products to customers regularly and for the retailers it offer
ease credit terms.
Haryaram’s products are sold in company-owned outlets. It has five such outlets in the
market. However, for deeper reach in market, its products are also made available in various
other grocery stores in market. It is also known that the company is very active in promoting
its products through various communication channels, all aimed at increasing its sales.

Theory Relevant to the Case:

The above fine points of the case are related to “Marketing Mix” concept.

Marketing Mix:
Marketing Mix is a very basic tool for every businessman to marketer his product. It is a mix
or set of 4 important elements. They are Product, Price, Place and Promotion. Since all the 4
elements start with the same letter ‘P’, it is popularly known in the field of business as ‘4Ps of
marketing’. Every marketer must see to it that his business as the above 4Ps and he can make
strategies around each of these Ps for effective and efficient marketing. The 4Ps are explained
below.

(a) Product:
The product concept is a combination of planning, producing and developing the product or
service to satisfy the ultimate need or want of the customer. It includes both tangible and
intangible elements:
Product range
 Warranty against defects
 Size and design of the product
 Branding
 Quality
 Packaging and Labeling
 After sale services

(b) Price:
Price concept is a very important element of the marketing mix as it relates to the policy,
price and strategies associated with the product. It is dependent on the standard of living and
the power of purchasing of the customer. The price of the product is determined by:
 Firm’s Objective
 Cost of Production
 The demand of the customer
 Competition
(c) Place:
It is common for the product to be transported from the producer to the customer.
Therefore, place concept contains two things- physical distribution and the channel of
distribution.
 Physical distribution is associated with interrelated activities like storage, control and
movement of unfinished or finished goods for their timely availability at the required
place.
 Channel of Distribution is the path through which the goods will be transferred from
the place of production to its consumption.

(d) Promotion:
It involves informing the consumer about the product and influencing him/her to purchase
the product. The flow of communication can be both personal and impersonal. For the most
effective promotion of products, one must keep in mind that a number of promotional
activities must be used simultaneously so that if one is ineffective, the other can take its
place. As the business environment is dynamic, so should be the techniques. Therefore, you
need to choose them wisely. The major elements of promotion are:
 Advertising
 Publicity
 Sales Promotion
 Personal Selling

Answering the Questions:

The combination of variables used by Haryaram to prepare its market offerings are described
below:

(a) Product:
Their products include biscuits, sweets and squashes. These are products short shelf-life.
They are small token items, unlike electronic goods or apparels etc. Hence, the profit
margins are also thin. It is learnt from the case that these products are of good quality,
which is a essential thing for products in F&B (food and beverage) category.

(b) Price:
Haryaram’s products are comparatively high-priced. Since customers find the company’s
products to be of superior quality over competitors, they may accept the product even the
 price is little higher than others. However, if the price of the products is low, customers
would consider the products of low quality, as often price is used to judge the quality of
the products. In this way, Haryaram’s pricing strategy complements with the quality aspect
of its products.

(c) Place:
Haryaram’s is running its own outlets. Having company owned and company-run retail
outlets is very good strategy. It enhances brand building. Store atmosphere, aesthetics,
display of products etc inside the store can help in a huge way in attracting the customers.
Satisfying them and ultimately offering a memorable experience to walk-in customers.
However, the reach of the products in the market is very low as they have only 5 such
store in market.

Apart from having own retail outlets, Haryaram’s ensured that it has penetrated into the
market by placing their products is several of the grocery stores in market. This will bring
more visibility and reach to products and of course bigger market coverage.

(d) Promotion:
Haryaram knows well that for the success of any product a well planned promotion is very
essential. It is found that the company frequently communicates to its target customers,
which is useful to promote it products. Regular communication through advertising in
various media, building public relation and persuading the buyers through various sales
promotion activities help a lot the company to improve brand awareness, build brand
image and increasing loyal customer base.