Download - 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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