2. Introduction:
Haldiram's started in Bikaner, is one of India's
largest sweets and snacks manufacturers.
Haldiram has its establishment in many parts of
India viz Delhi, Gurgaon, Nagpur etc.
Haldiram was ranked as the 98th in the "India'
Most Trusted Brands 2003" Survey done by A.C.
Nielsen ORG MARG commissioned by " The
Economics Timesµ
3. 1. "The company caters to the Indian palate, which is
its primary driver of success". In light of this
statement, critically examine and suggest the Retail
marketing strategies to be adopted by Haldiram's to
capture a sizeable market share of the organized
namkeens and sweets market In India.
4. Advantages with Haldiram:
Players are less
Indian flavored snacks are not available in the
same form as the Haldiram provides
Hygienically prepared and packed
5. The retail marketing strategies to be adopted
by Haldiram to capture market share are:
Anticipating consumer requirement
Introducing new flavors in timely intervals
Place the products near the counters to persuade
impulsive purchase
Make the packaging appealing to the consumers
The pack can be designed as a container which can
be used by the consumers in future with Haldiram·s
branding on it
Never compromise on the quality and taste of the
product
6. 2. In the modem competitive scenario,
promotion is a key element in the
marketing mix of a company. Critically
analyze the promotion strategies adopted
by Haldiram's to suit to Indian consumer·s
buying behavior for namkeen and sweet
market?
7. Promotions can be divided into two
categories:
Above The Line (ATL)
Below The Line (BTL)
8. Combination of both:
Mass market- Television
FM radio
Events in women clubs
Sponsor cookery shows
Sales promotions -"Act now due to limited supply!"
type.
Loyalty program
9. 3. Namkeens contribute a major share of the revenues
of Haldiram's. Given the competitive scenario in the
salty snack foods market in India, where competitors
such as Frito Lay are spending huge money and
resources in brand building , what branding strategy
should Haldiram's should to adopt to remain
competitive with big names like Frito Lay and others?
10. Haldiram is a national brand as it works under the
Ministry of Commerce, Government of India.
Communicate the advantages of consuming its
namkeen:
free from all artificial ingredients
in traditional method
Create an extensive advertisement campaign which
will reach out to consumers and deliver the desired
message thus re-enforcing the product into the
market.
11. 4. Haldiram·s products have become like FMCG.
It is very important to have an effective
advertising Suggest an advertising plan with an
objective to achieve market leadership status.
12. Brand personality of Haldiram:
Rich in taste and quality
Down to earth, honest, wholesome, authentic and genuine brand
High quality and has rich patronage
13. Design ATL promotions by combining:
Creating attractive posters, brochures, and mailers to be
distributed in malls, near colleges, and cafeterias
Utilize press and outdoor media to communicate its taste
appetite
Hoardings, signage and POPs
Tag line: ³always in good taste´ load and clear in all
advertisements
Personalized mails can be sent to loyal customers and important
corporate clients
14. 5. Haldiram¶s need to expand in a fast growing
market requires a well thought of campaign strategy
supported by advertising. Identify the media and
media vehicles for campaign for each region, i.e.,
East, West, South and North. You must also be
specific about the frequency of campaign based upon
regional factors.
15. Types of media vehicles:
Broadcast media: television and radio
Narrow casting: aim a radio or TV program or programming
at a specific, limited audience or consumer market
New media: SMS - sales promotions
Internet advertisement: Haldiram can disperse the message to
a wider range of audience, this medium is interactive.
16. Media vehicles:
East : Newspaper and hoardings
West: Traditional method
North: Television, FM radio, events and new media
South: Events, televisions, newspaper and new media
