A study on marketing strategies and brand loyalty

with refence to Haldirams in india

Submitted in partial fulfillment of the requirement for the award of the
degree of
BACHELOR OF BUSINESS ADMINISTRATION
DEPARTMENT OF BUSINESS ADMINISTRATION SESSION
(2020-2023)
MAHARANA PRATAP ENGINEERING COLLEGE
MANDHANA, KANPUR

Under the guidance of:

Shailendra Sir
Submitted By:
Muskan Prajapati
BBA 3rd Year
Roll no. 0501871
 Prefernce

I, Muskan Prajapati, hereby déclare that the Project Report entitled

“MARKETING RESEARCH” AND “SALES & DISTRIBUTION” in
“HALDIRAM’S COMPANY” is an original work done by me &
submitted to Department of Management studies under the guidance of
Dr. Prachi Nagar, Professor, Institute of Advanced Management and
Research For the award of BACHEIOR OF BUSINESS
ADMINISTRATION. For the further déclaration that this report has
been purely and truly submitted to the respective college.

Muskan Prajapati
BBA
Roll on - 0501871
 
 Acnowledgement

“It is not possible to prepare a project report without the assistance and
encouragement of other people. This one is certainly no exception.”

I would like to take this opportunity to thank all the people who have been
associated with me and played a key role towards the completion of this project
work. I would like to thank my internal guide, Mr. SHAILENDR SIR Assistant
Professor, Maharana Pratap Engineering College for her guidance in shaping my
project. I am thankful to the staff of Haldi Ram for helping me in completion of
this project and all the customers who have been very humble in answering to my
queries and filling up of the questionnaire provided to them. Last but not least, I
would like to thank all the teaching and non-teaching staff of college, and my
friends who have provided me with all the support and assistance required for
completing the study.

I would like to thank my parents who supported and encourage me at each step of
my project work.

MUSKAN PRAJAPATI
BBA 3rd year
 
 Table of content

 Prefernce

 Acnowledgement

 Executive Summary

 INTRODUCTION

 RESEARCH METHODOLOGY

 OBJECTIVE

 SCOPE OF STUDY

 HYPOTHESIS

 COMPANY PROFILE

 PRODUCT PROFILE

 ANALYSIS OF DATA

 FINDINGS, SUGGESTION, CONCLUSION

 ANNEXURE

 BIBLIOGRAPHY
 Executive Summary
There are many varieties of snacks foods, which are produced in India,
and the type of snack food varies according to the region. The snacks
market has changed with the advent of innovative products. It has
emerged as a fast, customized and large market. There is also a changing
perception of consumers towards processed foods, served in centralized
food service system. The primary reason for these changes is the
dynamic marketing environment in the snacks business. Changes in the
marketing environment have generated a need to reconsider the
managerial perspectives on marketing in the snacks business. And in this
new arena of increased competition and market saturation Haldiram’s is
still doing well with highly satisfied customers. As it has very skilled
management who can easily sense customer requirement, maintain
product quality and frequent market research always assures product
authenticity in the market.

PURPOSE OF REPORT
The purpose of the report is to learn the facets of marketing and do the
forecasting of sales and laminates for Haldiram PVT. LTD. Along with
that I have also worked in the following areas:-
 Sales and distribution
 Market visit for retail shops 7
 Market research on ―customer satisfaction”
 Promotional strategy
 INTRODUCTION

INTRODUCTION
Marketing strategy is a process that can allow an organization to
concentrate its resources on the optimal opportunities with the goals of
increasing sales and achieving a sustainable competitive advantage.
Marketing strategy includes all basic and long-term activities in the field
of marketing that deal with the analysis of the strategic initial situation
of a company and the formulation, evaluation and selection of market-
oriented strategies and therefore contribute to the goals of the company
and its marketing objectives.

Developing a marketing strategy Marketing strategies serve as the

fundamental underpinning of marketing plans designed to fill market
needs and reach marketing objectives. Plans and objectives are generally
tested for measurable results. Commonly, marketing strategies are
developed as multi-year plans, with a tactical plan detailing specific
actions to be accomplished in the current year. Time horizons covered by
the marketing plan vary by company, by industry, and by nation,
however,time horizons are becoming shorter as the speed of change in
the environment increases. Marketing strategies are dynamic and
interactive. They are partially planned and partially unplanned. See
strategy dynamics.
Marketing strategy involves careful scanning of the internal and external
environments. Internal environmental factors include the marketing mix,
plus performance analysis and strategic constraints. External
environmental factors include customer analysis, competitor analysis,
target market analysis, as well as evaluation of any elements of the
technological, economic, cultural or political/legal environment likely to
impact success. A key component of marketing strategy is often to keep
marketing in line with a company's overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation.

The Marketing Strategy Process

Define
Understand Analyze Analyze Research Finacial Revies &
marketing
customer market competition distribution analysis revise
mix

The Marketing Strategy

Process

I’ll briefly review each step in turn:

1. Understand Your Customer

Develop a clear picture of your target customer using market research
and analysis. Understand their pain points and the benefits of your
solution.
2. Analyze the Market
Some basic market research should allow you to find market data such
as total available market, market growth (historical numbers and
projections), market trends, etc.
3. Analyze the Competition
Ask yourself what other choices your target customers have to solve
their
pain point. Research and assess the strengths and weaknesses of each.
Take a look at this article for more info on competitive marketing
strategy.
4. Research Distribution Channels
What is the best way to deliver your product or service to your target
customers? This will impact your sales strategy and your financials, as
well as your marketing mix.
5. Define Your Marketing Mix
Check out this article about defining your marketing
mix: Product,Price, Place and Promotion.
6. Analyze the Financials
Put together your marketing budget and evaluate projected marketing
ROI, customer acquisition costs, etc.
7. Review and Revise
Continuously evaluate the effectiveness of your marketing strategy, and
revise or extend as needed.
 RESEARCH METHODOLOGY

The methodology that was adopted for the study includes both primary
source of data as well as the secondary source of data. The methodology
of the study can be explained as follows:

PRIMARY DATA:
The primary data are those which are collected afresh and for the first
time, and thus happens to be original in character. We can obtain primary
data either through observation or through direct communication with
respondents in one form or another or through personal interview. There
are several methods of collecting primary data, but in this research work
primary data collected by using questionnaire.

SECONDARY DATA:
Secondary data means data that are already available i.e. they refer to the
data which have been already been collected and analyzed by someone
else. When the researcher utilizes secondary data, then he has to look
into various sources from where he can obtain them. Secondary
data may either be
published data or unpublished data. In this research work, secondary
datacollected through the InternetCompany manual and booklets Books
etc.
Methods of data collection
The source of information is generally classified as primary and
secondary. According to payline V. Young The source of information can
be classified into documentary sources and field sources.

a) Primary data:-
The information given / collection by individuals or group constitute
primary source.
Methods of generating primary data
i) Survey
ii) Personal interview iii) Group interview iv) Observation
v) Questionnaire

b) Secondary data:
Books, diary, manscrupt, letter, magazine, internet etc. are the secondary
or documentary source. The researcher for this dissertation has decided
to use primary source as interview schedule and secondary source as
books and internet for data collection.

Tools Of Data Collection:

a) Interview schedule & questionnaire was used as tool for primary
source of data collection.
 b) Interview schedule consist of number of question typed in a definite
order or form.
Pre-study:
After careful study of literature and expert consultation the researcher
still may have only a rather vague idea about the critical element in his
problem. As pilot study sometimes may be launched as a step
preliminary to the form scale before original study are carried out in
order to gain some preliminary information of the main project for this p
urpose the researcher meet company’s personal manager to get the pre
knowledge of the subject before conduction actual data collection.

Pretesting: -
Pretesting is the process of an advance testing of study design after the
interview schedule has been prepared .The researcher referred books and
internet to get prepared literature for this project & report.

Processing:-
Once the collection of data is over the main step top arranged for
p[rocessing and analysis of data. So the interview can be made resulting
information theories. The first step is editing, is a process of examining
the data collection in interview schedule to defect efforts and mission
and to see that they are corrected and the schedules prepared tabulations.

Editing:
The preparation of the data forms for tabulations must include on
operational procedure for accepting, modifying or resection individual
questionnaire.
Tabulation:
Tabulation is a process of summarizing raw and display it in compact
forms for further analysis. Analysis of data is made possible through
tables. These tables are made for different variables and to show
relationship with each other.

Interpretation of data:-
Analysis and interpretation are central step in research process. The goal
of analysis is to summarize o collected data in such a way that they
provide answer to the and triggered the researcher. Interpretation is the
research for the broader meaning of research finding. The questionnaire
is precoded a few uncoded response are classified the code were verified
before transferred to the master chart.

OBJECTIVE
• To study about the awareness of Haldiram’s product among the
people in
HagaribommanahalliTaluk
• To study the marketing strategies and brand loyalty of Haldiram
• To study the marketing mix of Haldiram’s
• To analyze Haldiram’s competitor and compare their strategies and
come
up with recommendations for any problem being faced by it.
 SCOPE OF STUDY

• The scope of the study is limited only in Hagaribommanahalli

Taluk.
• This project for increasing Sale and Finding the market for
Haldiram’s
product.
 HYPOTHESIS

H1: Haldiram’s is most preferable brands in all types products in Dist

Level
H1: Marketing Strategy influences the customer Product buying
decision.
H2: Motivation of Customer interest on Haldiram’s product.
 COMPANY PROFILE
Our History

Past
What started as a small town enterprise in India today is a global
phenomenon! In the year 1937 Haldirams began as a small shop in
Bikaner, the already famed city for its Indian savouries. Later in the year
1982 Haldirams set up a store in New Delhi, the capital of the country
and within no time the word of mouth grew the business manifold over
the next decade. Now Haldirams products had become a symbol of taste,
hygiene & innovation across the world.
Having made a mark in the national territory Haldirams spread its wings
by diversifying operations in the outer world by setting up its first
international market in USA. As the country was home for many Non
Resident Indians (NRIs), our savouries found a good market for itself
and have today become a
part of their everyday life.

Present:
For over sixty years now, we have been unifying the palate of India. It
has always been our effort to pamper the taste buds of our valuable
customers
by providing superior quality food & snacks. Today Haldirams is a 5
million
dollar enterprise – much talk about ‘brand’ amongst NRIs living in USA,
UK & Middle East.
Today Haldirams occupies considerable shelf space at prominent
supermarkets, world over. From traditional Indian sweets & savouries to
the more international chips and cookies, nuts and sherbets, our products
are fast capturing the imaginations of people making it possible for us to
aim at expand our markets in the Middle East, East Europe and parts of
North Africa.

Future:
We plan to leverage our equity in the domestic and international market
to become a food company with not just branded products under its belt
but also restaurants, retail chains and a wide product range that includes
milk based foods and noodles.
When we first started exporting in the year 2001, our figures stood at
$1.7mn. Today this export figure has touched a mark of $6.00 mn and
we hope to sustain a 40% growth over the next 5 years. Anticipating this,
we have subsequently increased our production capacity. A considerable
investment has also been made in advanced processing and packaging
units which enables us to marry tradition with technology.
In the near future we hope to make our products visible in the markets of
places such as Algeria, Jordan, Yemen, Taiwan, Columbia, Cyprus,
Ukraine, Armenia, Finland, Sweden, West Indies, Libya, Egypt, Trinidad
& Tobago.

Mission & Visions

Mission
We strive to be the global leaders and providers of world class authentic
and premium Indian food & snacks. Haldirams is committed to
supplying itscustomers with the finest, high-quality products and thereby
nourishing the experience of everyone we serve.

Vision
Haldirams envisions becoming a leading food corporation with diverse
range of food and snacks products. We would endlessly work towards
creating a brand which is synonymous to Taste & Hygiene. Along with
being the premier food company we also look forward to be the best in
terms of consumer value & customer service .

Values & Philosphy

Our corporate purpose states that to succeed requires "the highest
standards of corporate behaviour towards everyone we work
with,communities we touch, and the environment on which we have an
impact ."Always working with integrity Conducting our operations with
integrity and with respect for the many people, organisations and
environments our business touches has always been at the heart of our
corporate responsibility.
Continuous commitment We're also committed to continuously
improving the way we manage our environmental impacts and are
working towards our longer-term goal of developing a sustainable
business.
Setting out our aspirations Our corporate purpose sets out our aspirations
in running our business. It's underpinned by our code of business
Principles which describes the operational standards that everyone at
Haldirams follows, wherever they are in the world. The code also
supports our approach to governance and corporate responsibility.
Working with others We want to work with suppliers who have values
similar to our own and work to the same standards we do. Our Business
partner code,aligned to our own Code of business principles, comprises
ten principles covering business integrity and responsibilities relating to
employees, consumers and the environment.

Global Code of Conduct

Haldirams is committed to "Performance with Purpose". Simply put, this
means doing business the right way: operating responsibly with integrity
and with high ethical standards.
Our Worldwide Code of Conduct embodies those principles. It is
Haldirams statement of how we expect our employees to do business.
The Code of Conduct provides guidance for dealing with other
employees, customers, suppliers, our shareholders, the public and our
competitors in an ethical and appropriate manner.
The Code of Conduct, by its very nature, cannot describe every possible
situation that our employees may experience. What it does provide is the
foundation for the Purpose behind our Performance.

CSR & Philianthrophy

At Haldirams, corporate responsibility is a process of continually
improving our standards, our actions and our processes. Beyond a 100
bed super specialty cardio-vascular hospital in Bikaner, India, we are
committed to the environment, people and communities at all stages of
our value-chain.
Commitment to Environment We believe in protecting and conserving
the environment. We are developing ways to reduce our environmental
impact
throughout our global operationsand to help conserve natural resources.
We have developed management systems and policies to ensure
environmental compliance, prevent pollution and continually improve
performance on criteria relevant to our business and operations. We have
ambitious "beyond compliance" goals for improvements in energy
efficiency, carbon emissions reduction and water management. In
addition to our efforts within our business,we also partner with others to
reduce the environmental impacts of the supply chains in which we
participate.
Commitment to People We strive to create a workplace where
employees feel valued and are given opportunities to contribute
regardless of gender, race,nationality, religion, sexual orientation, gender
identity, or gender expression. We are committed to treating people with
dignity and respect. Hiring, motivating, developing and retaining the
right people is critical to our ability to deepen relationships with
customers and fulfill our promises to the communities we serve. We pay
regular and competitive wages and appropriate benefits. A clear
demonstration of our respect for our employees is our unyielding
commitment to safety. Our goal is to send people home safely every day.
In the broader community, we are committed to respecting human rights,
eliminating employment discrimination and illegal labor practices, and
respecting freedom of association. We do not accept or support the use
of illegal, abusive, forced, or child labor within our operations.

Commitment to Environment We work together with a diverse group of

partners to support responsible economic development and to bring
positive, measurable improvements to thecommunities where we live
and work. Our businesses and our people provide support by
contributing time, talent and financial resources, as well as promoting
good civic behavior and dialogue
between stakeholder groups. We are committed to contributing 2
percent of our global consolidated pre-tax earnings, based on a three-
year trailing average, to
programs that are focused on improving nutrition and health, education
and environmental stewardship. We recognize our continued success
depends on the
growth and health of our communities and partners. We are committed
to investing in, engaging with and respecting the cultures of the
communities where we live and work to promote sustainable and
responsible economic development, to create growth that improves
living standards and promote vibrant, stable communities
Our Leadership
Haldirams is a family run enterprise ever since. Haldirams is a company
full of strong, talented individuals starting with the company leadership.
Get to know the inspiring people helping lead Haldirams on its
performance-led journey. The company is steered largely by its two
directors:
• Mr. Manohar Lal Agarwal, Chairman & Managing Director
Haldirams Group of Companies [email protected]
• Mr. Madhu Sudhan Agarwal, JMD Joint Managing Director
Haldirams Group of Companies [email protected]
The Board of Directors comprise of generation next of Agarwal family
including 5 brothers, a CEO and CFO to guide and supervise operations
throughout the corporate businesses. The Board of Directors at
Haldirams include:
  Mr. AAA Agarwal
Managing Director
Haldirams Exports Private Limited [email protected]

 Mr. BBB Agarwal

Managing Director
Haldirams Manufacturing Co. Private Limited
[email protected]

 Mr. CCC Agarwal

Managing Director
Haldirams Marketing Co. Private Limited [email protected]
 Mr. DDD Agarwal
Managing Director
Haldirams Products Private Limited [email protected]
 Mr. EEE Agarwal
Managing Director
Haldirams Snacks Private Limited [email protected]
 Mr. Xxx Jain
Chief Executive Officer (CEO) Haldirams Group of Companies
[email protected]
 Mr. Yyy Gupta,
COO Chief Operations Officer (COO) Haldirams Group of Companies
[email protected]
 Mr. Zzz Singhal
Chief Finance Officer (CFO) Haldirams Group of Companies
[email protected]

Business
Retail
Haldirams with extremely strong presence in Delhi NCR, also retail
across the length and breadth of India, via its elaborate supply-chain of
over 100+ C&F Agents, 280+ Distributors and over 6000 retailers.
While a limited range of products is available across India, due to
obvious constraints of perishability and cost, the range of Namkeens and
Savouries are the most widely available on local shops throughout the
country.
Content yet to come… Contrary to popular belief, Lorem Ipsum is not
simply random text. It has roots in a piece of classical Latin literature
from 45 BC, making it over 2000 years old. Richard McClintock, a Latin
professor at Hampden-Sydney College in Virginia, looked up one of the
more obscure Latin words, consectetur, from a Lorem Ipsum passage,
and going through the cites of the word in classical literature, discovered
the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and
1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good
and Evil) by Cicero, written in 45 BC. This
book is a treatise on the theory of ethics, very popular during the
Renaissance.
The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes
from a line in section 1.10.32.

Exports
Haldirams retail its variety food and snack products in over 50 countries
around the world with a very strong presence in United States and
United Kingdom. Haldirams is present in almost every country which
boasts Indian diaspora in better numbers.
Content yet to come… Contrary to popular belief, Lorem Ipsum is not
simply random text. It has roots in a piece of classical Latin literature
from 45 BC, making it over 2000 years old. Richard McClintock, a Latin
professor at.
Hampden-Sydney College in Virginia, looked up one of the more
obscure Latin words, consectetur, from a Lorem Ipsum passage, and
going through the cites of the word in classical literature, discovered the
undoubtable source. Lorem Ipsum comes from sections 1.10.32 and
1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good
and Evil) by Cicero, written in 45 BC. This book is a treatise on the
theory of ethics, very popular during the Renaissance.
The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes
from a line in section 1.10.32.

Restaurants
Haldirams run over 20 restaurants in Delhi NCR region serving over
100,000 people every day. The open snack menu of Haldirams is an
elaborate selection of exotic and ethic Indian delicacies served fresh – a
perfect excuse
for a housewife to escape everyday mundane cooking.
Haldirams diversified into the restaurant business to cash in on its brand
image. The company established restaurants in Delhi. The restaurant
devised an innovative strategy to increase its business: It facilitated
people who were traveling by train through station to order food from
places where stockists of Haldirams unit were located. The customers
could order for lunch/dinner by sending a demand draft (DD) or cheque
to the unit or giving the same to specified local distributors belonging to
the unit. Along with the DD/cheque, customers had to provide
information such as the name of the train, its likely time of arrival at
city, their names and coach and seat numbers.
Haldirams restaurants in Delhi also used innovative ways to attract
customers. The restaurant located at Mathura road had special play area
for children. To cater to NRI’s and foreign tourists, who hesitated to
consume snack foods sold by the roadside vendors since it was not
prepared in a hygienic manner, the Haldirams restaurant located in South
Delhi used specially purified water to make snack foods including pani
puri and chat papri. These promotional strategies helped Haldirams to
compete effectively with local restaurant chains such as Nathus,
Bikanerwala and Agarwals and with western fast food chains such as
McDonald’s and Pizza Hut.

Ecommerce
Haldirams is the first Indian snack food company to set its virtual shop,
retailing almost 200 products and variants online to reach the wider
cross- section of its customers. The online ecommerce web portal of
Haldirams not only facilitate people to book their orders online, but also
rewards customers with loyalty points, which can redeemed for
interesting and exclusive festive merchandise.
Content yet to come… Contrary to popular belief, Lorem Ipsum is not
simply random text. It has roots in a piece of classical Latin literature
from 45 BC, making it over 2000 years old. Richard McClintock, a Latin
professor at Hampden-Sydney College in Virginia, looked up one of the
more obscure Latin words, consectetur, from a Lorem Ipsum passage,
and going through the cites of the word in classical literature, discovered
the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and
1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good
and Evil) by Cicero, written in 45 BC. This book is a treatise on the
theory of ethics, very popular during the Renaissance.
The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes
from a line in section 1.10.32.
Awards & Recognition
Haldirams is an ISO 9002 and HACCP recognized company with
several awards under our belt.

 INTERNATIONAL AWARD FOR FOOD & BEVERAGES

awarded
by Trade Leaders Club in Barcelona, Spain in 1994

 KASHALKAR MEMORIAL AWARDS presented by All India

Food
Preservers Association in 1996 at its Golden Jubilee Celebrations for
manufacturing the best quality food products.
BRAND EQUITY AWARD 1998 was awarded by Progress
Harmony
Development Chamber of Commerce & Industry in recognition of
creating a successful Indian Brand.
 APEDA EXPORT AWARD 2001- 2002 was awarded by
Agriculture & Processed Food Product Exports Development
Authority for outstanding contribution to the promotion of
Agriculture & Processed Food Products during the year 2001-2002
QUALITY
Research & Development
We have more than 500 scientists, engineers, chefs and technicians
working around the country inventing new and improving existing
products to delight consumers everywhere around the world. Our
customers turn to Haldirams for our scientific expertise when the
challenge is enhancing an existing product, improving process
efficiencies, or uncovering a solution that helps them launch a first-to-
market innovation. Our goal is to leverage Haldirams research and
development capabilities to generate distinctive value through new,
improved products and innovative ways to reduce costs or both.
We draw both on our own research as well as on external collaborations
to produce evidence for nutrition claims. Findings are published in
scientific papers and regulatory dossiers, while also featuring in
communications targeted at a wide range of audiences. Our core
activities include working with external experts and authorities to
provide evidence for claims, driving the nutritional enhancement of our
products, and promoting a healthy diet and lifestyle. Successful
collaboration ensures our experts' collective minds are brought together
as one R&D organization to help create the products for which we're so
well-known. We do this through our six strategic R&D laboratories that
focus on delivering ground-breaking technologies and our 6 major
development centres that develop and implement product innovations.
Our strategic research and development laboratories are located in Delhi,
Gurgaon, and Noida.
Manufacturing Process
There is a strong emphasis on international standards of manufacturing
and quality control. Our products taste like they have arrived fresh out of
granny’s kitchen; we share the Indian granny’s proverbial fetish for
hygiene. Our ethos may date back to vintage India, but our outlook is
every bit as professional as that of a progressive, modern day Indian
company.
We have regular laboratory check to ensure that the quality parameters
of FDA, USA and Safety Act, UK are met at every level - raw material
to finished products. We also have advanced in-house testing facilities
for Aflatoxin,Pesticides, Sudan colors and other Microbiological tests.
And the laboratory is not all there is. We have a definite environmental
policy in place, which lays emphasis on waste management, water and
energy conservation.
You can have a look at a short video alongwith this page to get idea on
our manufacturing process.

Packaging
Packaging was an important aspect of Haldirams product promotion.
Since namkeens were impulse purchase items, attractive packaging in
different colors influenced purchases. Haldirams used 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
similar products was under a week, the shelf life of Haldirams products
was about six months. The company projected the shelf life of its
products as its unique selling proposition. Posters highlighting the shelf
life of its products carried the caption ‘six months on the shelf and six
seconds in your mouth.’ During festival season, Haldirams products
were sold in attractive looking special gift packs.
Content yet to come… Contrary to popular belief, Lorem Ipsum is not
simply random text. It has roots in a piece of classical Latin literature
from 45 BC, making it over 2000 years old. Richard McClintock, a Latin
professor at Hampden-Sydney College in Virginia, looked up one of the
more obscure Latin words, consectetur, from a Lorem Ipsum passage,
and going through the cites of the word in classical literature, discovered
the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and
1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good
and Evil) by Cicero, written in 45 BC. This book is a treatise on the
theory of ethics, very popular during the Renaissance.
The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes
from a line in section 1.10.32.

Supply Chain
The showrooms and retail outlets of Haldirams gave importance to point
of purchase (POP) displays. Haldirams snacks were displayed on special
racks, usually outside retail outlets. The showrooms had sign boards
displaying mouth-watering delicacies with captions such as ‘Chinese
Delight,’ Simply South,’ ‘The King of all Chats’. Posters containing a
brief account of the history of Haldirams, along with pictures of its
products, were also on display at these showrooms.
Content yet to come… Contrary to popular belief, Lorem Ipsum is
notsimply random text. It has roots in a piece of classical Latin literature
from 45 BC, making it over 2000 years old. Richard McClintock, a Latin
professor at Hampden-Sydney College in Virginia, looked up one of the
more obscure Latin words, consectetur, from a Lorem Ipsum passage,
and going through the cites of the word in classical literature, discovered
the undoubtable source. Lorem I psum comes from sections 1.10.32 and
1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Goo and
Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of
ethics, very popular during the Renaissance.
The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes
from a line in section 1.10.32.

Marketing
Haldirams product promotion had been low key until competition
intensified in the snack foods market. Consequently, attractive
posters, brochures and mailers were designed to enhance the visibility of
the Haldirams brand. Different varieties of posters were designed to
appeal to the masses.
The punch line for Haldirams products was, ‘Always in good taste.’
Advertisements depicting the entire range of Haldirams sweets and
namkeens were published in the print media (magazines and
newspapers). These 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 increase the visibility of the Haldirams brand, the company placed its
hoardings in high traffic areas such as train stations and bus stations.
Posters were designed for display on public transport vehicles such as
buses, and hoardings, focused on individual products were developed.
Captions such as‘yeh corn hain’ (this is corn), ‘chota samosa – big
mazaa’ (small samosa – big entertainment), ‘yeh Kashmiri mix khoob
jamega’ (this namkeen item will gel well) and ‘oozing with taste’ (for
Rasgoolas) promoted individual products. For those customers who
wanted to know more about Haldirams products, special brochures were
designed which described the products and gave information about the
ingredients used to make it. Mailers were also sent to loyal
customersand important corporate clients as a token of appreciation for
their patronage.
 PRODUCT PROFILE

NAMKEENS

Ingredients: Gram Flour, Moth Pulse Flour, Lentils, Cornflakes, Green

Gram Pulses, Green Peas, Pressed Rice, Cashewnut, Peanut, Potato,
Edible Oil,
lodised Salt, Spinach, Sugar, Chilli, Spices & Citric Acid.
Aloo Bhujia

Ingredients: Potato, Gram Flour, Edible Oil, Edible Salt, Citric Acid &
Spices in Mild Flavour.

Badam Dalmoth
Ingredients: Green Gram Pulse, Potato, Almond, Pistachio, Cashewnut,
Magaj Beej, Edible Oil, Salt, Spices, Musk Melon Seeds & Permitted
Food Colour

Badam Lachha
Ingredients: Potato Sticks, Almonds, Pistachios, Cashewnuts, Raisins,
Curry Leaves (Fried) 0.02%, Edible Oil, lodised Salt, Sugar & Citric
Acid

Bhujia
Ingredients: Gram, Edible Oil, Citric Acid, Iodised Salt, Chilli & Spice
in Mild Flavours.
Kaju Dalmoth
Ingredients: Lentil, Cashewnuts, Musk Melon Seeds, Gram Flour, Edible
Oil, lodised Salt, Spices & Spinach.
Khasta
Ingredients: Gram Pulses, Lentils, Flake Rice, Sago, Peanuts, Potato,
Green Pees, Edible Oil, Curry Leaves, Sugar, lodised Salt, Chillies,
Spices, Citric Acid & Food Colour Added.

Moong Dal

Ingredients: Green Gram Pulses, Edible Oil & lodised Salt.

Navratan

Ingredients: Gram Pulses, Lentil, Green Peas, Peanuts. Potato, Gram

Flour, Edible Oil, chillis, ladies Salt, Spices & Permitted Food Color.
Tok Jha Misti

Ingredients: Gram Pulses, Peanut, Flaked Rice, Edible Oil, Sugar,

Iodides Salt, chillis, Spices & Curry Leaves.
Bikaneri Papad

Ingredients: Urad & Mondal Flour, Edible Oil, Iodides Salt, Spices,
Condiments & Citric Acid.
Green chillis Pickle

Ingredients: Lemon Pieces ,Edibie Vegetable Oil, Salt, Spices (chillis,

Fenugreek ,Mustard, Turmeric, Asafetida) & Acetic Acid.
Mango Pickle
Ingredients: Mango Pieces, Edible Vegetable Oil, Salt, Spices (chillis,
Fenugreek, Mustard, Turmeric, Asafetida) & Acetic Acid.
Ingredients: Pieces of Mango, Lemon, Ginger, Carrot, Chillies, Edible
Vegetable Oil, Salt, Spices (chillis, Fenugreek, Mustard, Turmeric,
Asafetida) & Acetic Acid.

Stuffed Red Chillis Pickle

Ingredients: Red Chilies, Edible Vegetable Oil, Salt, Spices (Chillis,
Fenugreek, Mustard, Turmeric, Asafetida. Amchur) & Acetic Acid.

Sweet Mango Lecha

Ingredients: Mango Lachha,Sugar,Kismis,Spices,Chilli,Salt, Cardamom

& Food Color.

SWEETS
Ghee Laddu
Ingredients: Gram Flour, Ghee, Sugar, Almond, Saffron, Pistachio &
Cardamom.

Ghee Soan Papdi

Ingredients: Sugar, Ghee (Clarified Butter Oil), Gram Flour, Wheat
Flour, Cardamom, Cashew, Almonds, Pistachio, Wheat Fiber & Citric
Acid

Kesar Laddu
Ingredients: Gram Flour, Edible Vegetable Oil, Sulphur Free Sugar,
Glucose, Saffron, Pistachio, Almond, Cardamom & Cucumber Seed.

Kesar Soan Papdi

Ingredients: Gram flour, Wheat Flour, Sugar, Ghee (Clarified Butter)
Saffron, Cashew, Almonds, Pistachio ,Wheat Fibre and Lemon.

Angoori Petha
Ingredients: Fresh Pumpkin, Sugar, Water, Saffron & Added Permitted
Food Colors C.I. No, 19140 & 15985

Gulab Jamun
Ingredients: Sugar, Water, Concentrated Milk (Solid), Wheat Flour, Corn
Flours, Hydrogenated Vegetable Oil.
Rajbhog

Ingredients: Water, Sugar, Cottage Cheese (Solid), Saffron & Added

Permitted food Colors C.I. No 19140 & 15985

Rossogolla
Ingredients: Water, Sugar & Cottage Cheese Solids.
Lachha

Ingredients: Wheat Flour & Edible oil

Royal Badam Syrup

Ingredients: Sugar, Almonds Paste, Cardamom, Condensed Milk,

Saffron, Citric Acid & Added Flavor.
Royal Kesaria Thandai Syrup

Ingredients: Sugar, Water, Almonds Paste, Saffron, Black Pepper,

Cardamom, Spices & Citric Acid.

Royal Orange Syrup

Ingredients: Sugar, Water, Citric, Acid & Added Flavor.

Royal Rose Syrup

 ANALYSIS OF DATA

In order to extract the meaningful information from the data collected an

analysis of data is done using pie charts, bar graphs etc.
 The first objective of the research project is concerned with finding
out what percentage of people likes to eat snacks. The chart given below
is clear on the percentage of people who like to eat snacks.
1: - Do you eat Haldirams Products?

Decision Respondents Percentage

Yes 68 68%
No 32 32%

Interpretation: -The primary and the secondary form of data collection,

says that nearly 68 percent of the people love to eat Haldirams Products.
People always consume it with Tea, Coffee or with Cold Drinks.

Ques 2: - Have you Heard of Haldirams Products?

Dicesion Respondents Percentage

Yes 89 89%
No 11 11%
Interpretation: - As per the survey done, the 89% people know about the
Haldirams Products and 11% people did not now. It means most of the
people now about the haldirams products.

3: - in Haldirams Which flavor do you like most?

Products Respondents Percentage

Namkeens 30 30
Papad 15 15
Pickle 10 10
Sweets 40 40
Syrup 5 5

Interpretation: - As per the survey done, 40% people like sweets 30%
like
Namkeens, 15% like Papad 10% like Pickles and 5% Syrup. It means
sweets and namkeens most powerful products in Haldirams products.

4: - which professional people like the Haldirams products?

Profession Respondents Percentage

Students 18 18
Business peoples 32 32
Employs 40 40
Interpretation:- As per the survey done, 40% like Employs, 32% like
 business peoples, 18% students like and 10% like others. It means all
generation peple to use Haldirams products.

6: - Age Wise Classification of Users

Age (in year) No. of respondents Percentage (%)
18-20 8 8
21-25 12 12
26-30 20 20
31-35 22 22
36- above 38 38
Total 100 100

Interpretation :- As per the survey above 36 age peoples are like most of
this
products, and 22 members like this product age between 31-35. The
result shows middle age peoples most like Haldirams Products

7: -How much satisfied are you with Haldirams Products ?

Satisfaction Respondent Percentage
Very Satisfy 58 58
Satisfy 30 30
Un satisfy 12 12
Total 100 100
Interpretation: - As per the survey 58% respondent vary satisfy, 30%
members satisfy and 12% members are un satisfy. The result shows
strongly satisfy the products.

8: -What do you like in Haldirams Product?

Taste 30 30
Varity 22 22
Quality 30 30
Price 8 8
Packaging 5 5
Other 5 5

Interpretation:-The majority of males and females like the taste of the

haldirams products, but the middle age segment like Haldirams because
it offers a lot of verity and flavor. As it is the Haldirams product so, it
has a good image in the public eyes in terms of quality.

9:- Is the price of

Decision Haldirams Products is satisfactory?
No. Respondent
Percentage
Yes 82 82
No 18 18
competitive so the people can switch on with the Haldirams product.

10: -Compare to other Food Products that are available in market ,

would you say that Haldirams Product is?

No of Respondent Percentage
Much Better 25 25
Better 30 30
Same 40 40
Worse 3 3
Much worse 2 2

Interpretation: The research show people see equal to other products and
also says it is better to other products. Least member says it is worse

FINDINGS, SUGGESTION, CONCLUSION

FINDINGS
• Consumers have started increasing their consumption of other
brand items
which is evident from the fact that 29 of the 32 respondents eat
Haldiram’s
Namkeens while a close 21 each eat products of Lays and Lehar.
However local snacks seem to be losing their hold on the consumers
mainly because of their lack of stress on hygiene and quality.

• Another interesting finding that is that in the absence of the role of

the ‘Influencer’, the roles of the ‘Decider’ and ‘User’ seem to be shared
by the same person.

• One aspect, however, that Haldiram’s needs to focus on is their

price. 41% found it to be ‘High’. Haldiram’s needs to focus on this
factor as any reduction in the price cut by its competitors may influence
the buyer to drift towards another brand.

• Overall, Haldiram’s is undoubtedly the most favored namkeen of

the consumers and this is established by one of the findings whereby
91% of the total respondents actually consume 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. 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.

SUGGESTION
Haldiram’s should aim at constructing a comprehensive media mix.
It could venture into corporate tie-ups at its various outlets. Set up mini
outlets inside the multinational office complexes.
Cash in on the call center wave and have tie-ups with business process
outsourcing companies.
Undertake catering at get together, wedding and kitty parties for women
who form a chunk of its target audience.
Conduct road shows on various campuses nationwide.

ANNEXURE
 QUESTIONNAIRE

Q1. What age profile do you belong to?

15-20 21-24 31-40
41-50 More than 50

Q2. Do you consume Haldiram’s products?

 Yes
 No

Q3. What is your brand preference for namkeens?

 Haldirams
 Lays 0
 Lehar
 Bikaner
 MTR
 Others

Q4. Do you prefer local snacks?

 Yes
 No
Q5. Since when have you been consuming Haldiram’s Products?
 Less than 6 months
 6 month -1year
 1-3 years
 Greater than 3 years

Q6. How would you rate the quality of Haldiram over the period of use?
 Significantly better
 Better
 Natural Worse
 Significantly worse

Q8. Which of these factors influence your buying behavior of

namkeens?
 Packaging
 Quality
 Price

Q9. How would you rate the following factors in order of your
preference?

 Variety
 Food taste and quality
 Hygiene
 Nutritional value
 Price
 Packaging
Q10. How you find Haldiram’s price?
 High
 Very high
 Very low
 Low Reasonable

Q11. Would you buy Haldiram’s products for their

 Packaging
 Variety
 Price
 Quality
 Hygiene
 Taste

Q12. How would you rate the Haldiram’s namkeens for their nutritional
value?
 Minimal
 Adequate
 Healthy

Q13. Do you buy Haldiram’s gift packages?

 Yes
 No
Q14. Do you think that is there any significance difference between
Haldiram’s products and other brands?
 Yes
 No

BIBLIOGRAPHY
Websites:
1. www.haldiram.com/
2. www.haldiramlimited.com/
3. www.Indianfoodindustry.net

Books:
1. Marketing Management – by Philip Kotler.
2. Marketing Management – S.A. Sherlekar
3. Service marketing, Pearson Education Pct. Ltd., New Delhi by
Lovelock, Christopher H.