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÷ INTRODUCTION
÷ PRODUCT
÷ PRICE
÷ PLACE
÷ PROMOTION
÷ 3 Ps OF SERVICE MARKETING
÷ CHARACTERSTICS OF SERVICES MARKETING
÷ GAPS IN SERVICES
 
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÷ In 1937, Ganga Bishen Agarwal, (popularly
known as Haldiram), opened a small sweet
shop in Bikaner, a small district in
Rajasthan. Bikaner had a large number of
sweet shops selling sweets as well as
namkeens.
÷ In 1941, the name 'Haldiram's Bhujiawala'
was used
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÷ Haldiram's offered a wide range of products to its
customers
÷ Namkeen
÷ Sweets
÷ Sharbats
÷ Bakery items
÷ Dairy products
÷ Papad
÷ Dairy products
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÷ The company's pricing strategy took into

consideration the price conscious nature of
consumers in India.
÷ Haldiram's launched namkeens in small
packets of 30 grams, priced as low as Rs.5/-
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÷ Haldiram's developed a strong distribution

network to ensure the widest possible reach for its
products in India as well as overseas.
÷ The company offered its products through retail
outlets such as supermarkets, sweet
shops, provision stores, bakeries and ice cream
parlors.
÷ Available in public places such as railway stations
and bus stations.
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÷ The company tied up with 'Profile Advertising' for

promoting its products through attractive
posters, brochures and mailers in order to enhance the
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.
÷ Packaging was an important aspect of Haldiram's product
promotion. During festival season, Haldiram's products
were sold in attractive looking special gift packs.
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÷ The above initiatives helped Haldiram's to
uniquely position its brand. Haldiram's also
gained an edge over its competitors by
minimizing promotion costs.
÷ Awards received :
International Food Award by the Trofeo International
Alimentation of Barcelona, Spain
The Keshalkar Memorial Award by the All India Food
Preservers Association
The International Award for Food & Beverages by the
Trade Leaders Club in Barcelona, Spain
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÷ Physical Evidence
÷ People
÷ Process
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÷ Intangibility
÷ Inseperability
÷ Variability
÷ Perishability
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÷ Good Environment
÷ Hygiene Food
÷ Good Quality of Food
÷ Fast Delivery
÷ Good Behaviour
÷ Clean Outlets
÷ Home Delivery
÷ Good Parking Facility
÷ Taking Good Care of The Consumers
÷ Pre Order Facility
÷ Discounts In Bulk Orders
÷ Special Services For Special Occasions
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÷ GAP 1 Ȃ Expected Service & Management

Perception of Consumer Expectation
÷ GAP 2 Ȃ Translation of Perceptions into Service-
Quality Specifications & Management Perception
of Consumer Expectation
÷ GAP 3 Ȃ Service Delivery & Translation of
Perceptions into Service-Quality Specifications
÷ GAP 4 Ȃ Service Delivery & External
communications to Consumers
÷ GAP 5 Ȃ Expected Service & Perceived Service
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÷ Generally, there are no such Gaps in

Services of Haldirams. Due to its Brand
Name & Value, their Services are also Top
Class.
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MADE BY:
KUNAL KUNDU
NEERAJ KUMAR
KAMRAN
SUBHANKAR
SUBHAMAY