brand positioning of haldirams

Brand Positioning of Ready to eat snacks

Beginning Of The Great Food Chain

• Haldiram had a humble beginning in 1937 as a small time namkeen shop in Bikaner, in the Rajasthan state of India.

• Till the early 1990s, Haldiram's comprised of three units, one each in Kolkata, Nagpur and New Delhi.

• The group had presence not only in India but in several countries all over the world.

SUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Popcorns & Peanuts Home Made Prepa

INDUSTRY COMPETITORS

 Pepsi Foods & Frito Lays

Bakeman’s

SM Foods

Britannia

Unorganised small Players

BUYERSCorporate OfficesHouseholdsRestaurants & EateriesCanteens

POTENTIAL ENTRANTS

Existing Industry Competitors

Small Regional Players

International Players

Ambiance

NamkenSweetsCookiesMinute KhanaPapadChipsSyrupsPicklesDry Fruits

Brand And Product Positioning•Entered in to the market as “Haldirams Bujiyawala” Snaks for tea time•Introduced new products like sweets, ice creams and bakery products•Opened restaurants to compete fast food centers•Different variety for South, North, East & West•Varying Packet sizes ranging from 100g to 1kg•Fine quality packing to increase the shelf life and to attract youth.

Indian Market

Age Group

0-15

15-45

Above 45

Brand Equity

• Longer shelf life• Attractive packing• Made in Hygienic conditions• Packets available in different

sizes• Variety of products.

Strengths:Strong Brand Packaging Lingering taste of productsInnovative thinking Best technology for manufacturingGeographical understanding of the marketShelf life of the product

Weaknesses:Too much stress on traditional Indian itemProduct promotion Customer service Internal Rivalry Limited no. of Outlets

Opportunities:Expansion of outlets in class 2 citiesHome deliveryHealth oriented Product promotion Foreign Market

Threats:Unorganized market playersOrganized CompetitorsFamily disputes

SWOT

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