Submitted by:-

Sayam Roy

REG NO:-1301247023

PGDM SEC ABACKGROUND OF HALDIRAM’S:• In the year 1937, Ganga Bishen Agarwal established a single sweet shop in

the Northern city of Bikaner.• For over six decades the business was confined to just a single sweet

shop.

ASSIGNMENT

OFMARK

ETING

• In the 1990s, it experienced expansion by leaps and bounds at three major cities of India- Kolkata in the East, Nagpur in the West and Delhi in North.

• Today the group’s outlets are present all over the world.

Q. Haldiram’s is certainly doing well, and the company is growing with a significant clip. How is the company aligning its 4Ps to sustain its growth in the competitive market?

The company is aligning it’s 4P’s in the following ways to sustain its growth in the competitive market:-

Products :- Offering a wide range of products including traditional Indian sweets and snacks

but emphasizing more on “namkeen” that generated maximum revenue. The product range includes:

i. Namkeensii. Sweetsiii. Bakery productsiv. Dairy productsv. Sharbatvi. Papad

vii. Ice-creamsviii. Packed meal

Giving importance to the local masses and thus launching “Murukkus” (a South Indian mixture) for south Indian customers and “Bhelpuri” for western India.

Varieties of Namkeens manufactured by various plants across India :i. Nagpur unit- 51

ii. Kolkata unit - 37iii. Delhi unit - 25

Products based on festive seasons:i. Panchratan

ii. Premium iii. Nazarana

This allowed the people to spend their money on food items besides keeping in touch with their tradition & culture in a new way.

Price :-

Launched its various products at a very competitive price in an attempt to monopolize the unorganized namkeen market.

Pricing Objective: To maximize Market Share as there is a huge unorganised market of Namkeens and Sweets.

Pricing Method: i. Value Based Pricing:- Haldiram’s charges a fairly low price for its

high quality snacks and sweets.

Pricing Policy:i. Customer Centric Pricing:- Taking into consideration the price

conscious consumers in India, Haldiram’s fixes their price.

Providing the products in a very small packet of 30gm (for only Rs.5/-) helped them to reach the common Indian man.

Distribution :- Has a very strong distribution policy. Manufacturing unit Carrying and

Forwarding agents Distributors Retail outlets. Offering products through exclusive showroom’s as well as through super

markets, sweet shops, bakeries. Tie up with “indiatimes.com” to sell its products online. Tie up with other websites like “giftstoindia.com”, “tohfatoindia.com” which

enabled people residing abroad to send Haldiram’s gift packets to specific locations in India.

Promotion :- Collaboration with “profile advertising9” to promote its products. Punch line of their product is “always in good taste”. Advertising entire product line through print media, on television with catchy

lines like “millions of tongues can’t go wrong”, “chat samosa- big maza”, “what you see is what you buy” etc.

Outdoor advertising like Hoardings and posters focused on individual products in high traffic areas.

Advertising through broadcast media like ads in TV’s and radio. Promoting through online advertisement using Youtube and social networking

sites. Highlighting the shelf life of its products with the caption “six months on the shelf

and six seconds in your mouth”. Haldiram’s restaurant in Delhi started using specially purified water to attract NRI

customers who were hesitant of trying street food because of unhygienic condition.