Introduction

INTRODUCTION

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Marketing strategy is a process that can allow an organization to concentrate
its resources on the optimal opportunities with the goals of increasing sales
and achieving a sustainable competitive advantage. Marketing strategy
includes all basic and long-term activities in the field of marketing that deal
with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing
objectives.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing

plans designed to fill market needs and reach marketing objectives. Plans
and objectives are generally tested for measurable results. Commonly,
marketing strategies are developed as multi-year plans, with a tactical plan
detailing specific actions to be accomplished in the current year. Time
horizons covered by the marketing plan vary by company, by industry, and
by nation, however, time horizons are becoming shorter as the speed of
change in the environment increases. Marketing strategies are dynamic and
interactive. They are partially planned and partially unplanned. See strategy
dynamics.

Marketing strategy involves careful scanning of the internal and external

environments. Internal environmental factors include the marketing mix,
plus performance analysis and strategic constraints. External environmental
factors include customer analysis, competitor analysis, target market
analysis, as well as evaluation of any elements of the technological,
economic, cultural or political/legal environment likely to impact success. A
key component of marketing strategy is often to keep marketing in line with
a company's overarching mission statement.

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Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation.

The Marketing Strategy Process

I’ll briefly review each step in turn:

1. Understand Your Customer

Develop a clear picture of your target customer using market research

and analysis. Understand their pain points and the benefits of your
solution.

2. Analyze the Market

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 Some basic market research should allow you to find market data such as
total available market, market growth (historical numbers and
projections), market trends, etc.

3. Analyze the Competition

Ask yourself what other choices your target customers have to solve their
pain point. Research and assess the strengths and weaknesses of each.
Take a look at this article for more info on competitive marketing
strategy.

4. Research Distribution Channels

What is the best way to deliver your product or service to your target
customers? This will impact your sales strategy and your financials, as
well as your marketing mix.

5. Define Your Marketing Mix

Check out this article about defining your marketing

mix: Product,Price, Place and Promotion.

6. Analyze the Financials

Put together your marketing budget and evaluate projected marketing

ROI, customer acquisition costs, etc.

7. Review and Revise

Continuously evaluate the effectiveness of your marketing strategy, and

revise or extend as needed.

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 Objective

OBJECTIVE

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 To study about the awareness of Haldiram‟s product among the
people in Gondia district.

 To study the marketing strategies and brand loyalty of Haldiram

 To study the marketing mix of Haldiram‟s

 To analyze Haldiram‟s competitor and compare their strategies and

come up with recommendations for any problem being faced by it.

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 Scope of Study

SCOPE OF STUDY

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 The scope of the study is limited only in Gondia district.

 This project for increasing Sale and Finding the market for
Haldiram‟s product.

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 Hypothesis

HYPOTHESIS

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H1: Haldiram‟s is most preferable brands in all types products in Dist
Level

H1: Marketing Strategy influences the customer Product buying

decision. H2: Motivation of Customer interest on Haldiram‟s product.

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 Company Profile

COMPANY PROFILE

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Haldiram is a name associated with consumers for sweets and namkeens for
the past six decades in India and abroad. It made its modest start in the
beginning 1941 in Bikaner in the State of Rajas than. Today the company
has diversified into snack food, sweets, syrups, biscuits and fast food. It is
the leader in the Namkeens segment with a 70% of that total share in the
market.

Haldiram‟s is a huge brand and has diversified its activities into various
industries. The one industry where it is the king right now is the “namkeens”
industry. Hence the project mainly focuses on studying Haldiram‟s namkeen
division, though other areas have been briefly mentioned.

Haldiram‟s offers a wide range of products to its customers. The product

range includes namkeens, sweets sharbats, bakery items, dairy products,
chips, pappad and ice creams. However namkeens remain the main area of
focus for the group as it contributes close to 60% of its total revenues. By
specializing in the manufacturing in the namkeen market the company has
created a niche market. The raw materials used to prepare namkeens are of
best of quality and are sourced from all over India.

The food industry in India is forever changing to suit their consumers‟

palate, preference and pocket. All the players in the industry thus, have to
constantly adapt to the ever-changing trends and invent and re-invent
themselves to stay in the league.

Haldiram‟s competes on the basis of numerous factors including brand

recognition due to distinct packaging, product quality, traditional taste and
authentic Indian flavour.

Name Haldiram Foods International Ltd

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 Company Logo

880, Haldiram House, Bhandara Road

Address

City Nagpur

State/Province MS

Zip/Postal Code 440008

Country
India

Phone 00917122681191

Fax 00917122680218

Website http://www.haldirams.com/

- Asian Foods
- Candy & Confectionery
Products
- Processed Food
- Snacks

Awards

 Haldiram‟s bagged the prestigious ‘INTERNATIONAL AWARD

FOR FOOD & BEVERAGES’ awarded by Trade Leaders Club in
Barcelona, Spain in 1994.

 The Group has also to its credit ‘KASHALKAR MEMORAIL

AWARD’ presented by All India Food Preservers Association (Regd.)

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 in 1996 at its Golden Jubilee Celebration for manufacturing the best
quality food products.

 ‘BRAND EQUITY AWARD 1998’ was awarded by Progress

Harmony Development Chamber of Commerce & Industry in
recognition of creating successful Indian Brand „HALDIRAM‟.

 ‘APEDA EXPORT AWARD 2001-2002’, awarded by Agricultural

& Processed Food Products Export Development Authority for the
outstanding contribution to the promotion of Agricultural & Processed
Food Products during the year 2001-2002.

 ‘MERA DELHI AWARD – 2004’ for the exemplary contribution in

the field of export.

Certifications

Haldiram‟s has the following quality certifications:

 ISO 9002

 HACCP

PRODUCTS

Moong Dal

We offer Moong Dal in Packet sizes having

gms/mrp as below:

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• 20gm/5.00

• 40gm/10.00

• 150gm/30.00

Nutritional Data:

Fat: 23.30g

Portein: 20.55g

Carbohydrate: 47.16

Fibre: 1.53g

Calories: 480 Kacl

Ingredients:

Moong Lentils, Peanut Oil, Salt & Mix Spices.

Khatta Meetha

We offer Khatta Meetha of following

Packet sizes in gms/mrp.

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30gm/5.00

60gm/10.00

150gm/24.00

Order Quantity: 24 nos, 10 nos, 5 nos.

Nutritional Data:

Fat: 33.17g

Protein: 8.98g

Fibre: 1.33g

Calories: 533 Kacl

Ingredients:

Bengal Gram Flour, Rice Flakes, Split Bengal Gram, Peanut Oil, Sag Peanut,
Green Peas, Lentils, Sugar, Salt, Red Chilly, Turmeric & Citric Acid.

Mixture Namkeen

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We are providers of Haldiram's Mixture Namkeen. The Mixture Namkeen is
known for its quality spiciness. These Mixture Namkeens are made from
best ingredients.

Nutritional Data:

Fat: 32.0g

Protein: 18.18g

Carbohydrates: 42.1g

Fibre: 1.5g

Calories: 529 Kcal

Ingredients:

Bengal Gram Lentils, Bengal Gram Flour, Rice, Flakes, Lentil, Peanut Oil,
Potato, Green Peas, Peanuts, Spinach, Salt, Red Chi & Mix Spices

lavoured Soan Papdi

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We offer Soan Papdi in these range of flavour Orange, Elaichi, coconut &
Chocolate of following pack-size in gms/mrp.

250gm/ 45~48.00

500gm/92.00

Order Quantity: 12 nos.

Nutritional Data:

Fat: 22.5g

Protein: 5.28g

Carbohydrate: 68.40g

Crude Fibre: 0.06g

Ingredients:

Sugar, Peanut Oil, Refined Palmolein Oil, Bengal Gram Flour, Wheat Flour,
Cardamon, Pistachio Almond

Delicious Rasgulla

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We offer Rasgulla in Bottle/Tin having pack-size in gms/mrp as below :

450gm/ 56.00

1kg/ 120.00

Order Quantity: 6 nos.

Nutritional Data:

Fat: 1.85g

Protein: 3.97g

Carbohydrates: 38.5g

Crude Fibre: 0.4g

Ingredients:

Sugar, Water, Milk, Rose Water, Cardamo & Contains Permitted Class II
Preservative.

Fruit Ice Creams

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A unique range of premium Fruit Ice Creams in which carefully handpicked
fruits blend with rich, creamy ice cream so that every spoonful that melts in
your mouth has a natural taste of real fruit. Indulge your senses in the mouth
watering flavour of delicious fruit with an added excitement of real fruit
pieces.

What's more, it comes in three delectable flavours:

Strawberry Crush

Mango Marvel

Litchi Surprise

Also available in Western Classics 1 Ltr:

Creamy Rum Cake

Cookies Crumb

Choco Almonds

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 Research Methodology

RESEARCH METHODOLOGY

The methodology that was adopted for the study includes both primary
source of data as well as the secondary source of data. The methodology of
the study can be explained as follows:

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PRIMARY DATA:

The primary data are those which are collected afresh and for
the first time, and thus happens to be original in character. We can obtain
primary data either through observation or through direct communication
with respondents in one form or another or through personal interview.
There are several methods of collecting primary data, but in this research
work primary data collected by using questionnaire.

SECONDARY DATA:

Secondary data means data that are already available i.e. they refer to the
data which have been already been collected and analyzed by someone else.
When the researcher utilizes secondary data, then he has to look into various
sources from where he can obtain them. Secondary data may either be
published data or unpublished data. In this research work, secondary data
collected through the

Internet
Company manual and booklets
Books etc.

Methods of data collection

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 The source of information is generally classified as primary and
secondary. According to payline V. Young The source of information can be
classified into documentary sources and field sources.

a) Primary data:-

The information given / collection by individuals or group constitute

primary source.

Methods of generating primary data

i) Survey

ii) Personal interview

iii) Group interview

iv) Observation

v) Questionnaire

b) Secondary data:

Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or
documentary source. The researcher for this dissertation has decided to use
primary source as interview schedule and secondary source as books and
internet for data collection.

Tools Of Data Collection:

a) Interview schedule & questionnaire was used as tool for primary

source of data collection.

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 b) Interview schedule consist of number of question typed in a definite
order or form.

Pre-study:

After careful study of literature and expert consultation the researcher

still may have only a rather vague idea about the critical element in his
problem. As pilot study sometimes may be launched as a step preliminary to
the form scale before original study are carried out in order to gain some
preliminary information of the main project for this purpose the researcher
meet company‟s personal manager to get the pre knowledge of the subject
before conduction actual data collection.

Pretesting: -

Pretesting is the process of an advance testing of study design after the

interview schedule has been prepared .The researcher referred books and
internet to get prepared literature for this project & report.

Processing:-

Once the collection of data is over the main step top arranged for
p[rocessing and analysis of data. So the interview can be made resulting
information theories. The first step is editing, is a process of examining the
data collection in interview schedule to defect efforts and mission and to see
that they are corrected and the schedules prepared tabulations.

Editing:

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 The preparation of the data forms for tabulations must include on
operational procedure for accepting, modifying or resection individual
questionnaire.

Tabulation:

Tabulation is a process of summarizing raw and display it in compact

forms for further analysis. Analysis of data is made possible through tables.
These tables are made for different variables and to show relationship with
each other.

Interpretation of data:-

Analysis and interpretation are central step in research process. The

goal of analysis is to summarize o collected data in such a way that they
provide answer to the and triggered the researcher. Interpretation is the
research for the broader meaning of research finding. The questionnaire is
precoded a few uncoded response are classified the code were verified
before transferred to the master chart.

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 Data Analysis

DATA ANALYSIS

Who are the competitors of Haldiram Company?

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 COMPETITORS

8%
12%

14% Haldiram
Bikano
66% Frito Lays
Lehar

Interpretation:-

From the above graph it is interpreted that, the toughest

competitor of Haldiram is Bikano and Frito Lays are also competitors
of Haldiram.

Consumption Patterns

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 Do you consume Haldiram's products?

9%

Yes
No

91%

 In response as to whether or not they consumed Haldiram‟s products, 29 of the 32

answered in the positive, which translates into almost 91% of the sample size. This
establishes the superiority and awareness of the product among the people. Also
another interesting point observed was that the three who didn‟t consume Haldiram‟s
products weren‟t actually averse to Haldiram‟s products but did not consume them
because they either didn‟t consume namkeens generally or had some medical
constraints.

What is your brand preference for Namkeens?

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 Brand Preference

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10
Haldiram
Bikano
Frito Lays
70
Lehar

We can see from the above doughnut that, among the total respondents
70% preferred Haldiram as against Bingo and Feito Lays , only 20%
preferred Lehar and a mere 18% respondents preferred.

Do you prefer local snacks?

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20%

Yes

No

80%

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 Findings

FINDINGS

 Consumers have started increasing their consumption of other brand

items which is evident from the fact that 29 of the 32 respondents eat

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 Haldiram‟s Namkeens while a close 21 each eat products of Lays and
Lehar. However local snacks seem to be losing their hold on the
consumers mainly because of their lack of stress on hygiene and quality.

 Another interesting finding that is that in the absence of the role of the
„Influencer‟, the roles of the „Decider‟ and „User‟ seem to be shared by
the same person.

 One aspect, however, that Haldiram‟s needs to focus on is their price.

41% found it to be „High‟. Haldiram‟s needs to focus on this factor as
any reduction in the price cut by it‟s competitors may influence the buyer
to drift towards another brand.

 Overall, Haldiram‟s is undoubtedly the most favored namkeen of the

consumers and this is established by one of the findings whereby 91% of
the total respondents actually consume Haldiram‟s.

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 Conclusion

CONCLUSION

The market is clogged with dominant players such as Frito-Lay India,

PepsiCo‟s snack foods arm, which has almost brought in a snack-chip
revolution in the country. Even the dairy major Mother Dairy has a presence
in the category. With the entry of companies such as ITC and HLL into this
industry, it is getting tough for companies such as Haldiram‟s who till now
have not paid serious attention to its branding activities.

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 Increased media exposure, ever increasing purchasing power of the
target audience coupled with their desire to spend more on eating out due to
lifestyle changes will fuel the demand for snack food items and only those
companies which have a considerable share of voice and space in the market
will be able to survive. Haldiram‟s has the capability of meeting these
demands and only requires a certain revision in its strategies to be able to do
so successfully, which it already has begun to consider.

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 Suggestion

SUGGESTION

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Haldiram‟s should aim at constructing a comprehensive media mix.

 It could venture into corporate tie-ups at its various outlets.

 Set up mini outlets inside the multinational office complexes.

 Cash in on the call center wave and have tie-ups with business process
outsourcing companies.

 Undertake catering at get together, wedding and kitty parties for women
who form a chunk of its target audience.

 Conduct road shows on various campuses nation wide.

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 Bibliography

BIBLIOGRAPHY

Websites:

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 1. www.haldiram.com/

2. www.haldiramlimited.com/

3. www.Indianfoodindustry.net

Books:

1. Marketing Management – by Philip Kotler.

2. Marketing Management – S.A. Sherlekar

3. Service marketing , Pearson Education Ptc Ltd., New Delhi by

Lovelock, Christopher H.

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 Annexure

ANNEXURE

QUESTIONNAIRE

Q1. What age profile do you belong to?

 15-20  21-24 31-40

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  41-50  More than 50

Q2. Do you consume Haldiram‟s products?

 Yes  No

Q3. What is your brand preference for namkeens?

 Haldirams  Lays 0  Lehar Bikaner
 MTR  Others

Q4. Do you prefer local snacks?

 Yes  No

Q5. Since when have you been consuming Haldiram‟s Products?

 Less than 6 months  6 month – 1year
 1-3 years  Greater than 3 years

Q6. How would you rate the quality of Haldiram over the period of use?
 Significantly better  Better
 Natural Worse  Significantly worse

Q8. Which of these factors influence your buying bahaviour of namkeens?

 Packaging  Quality Price

Q9. How would you rate the following factors in order of your preference?
 Variety  Food taste and quality

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  Hygiene  Nutritional value
 Price  Packaging

Q10. How you find Haldiram‟s price ?

 High  Very high  Very low

 Low  Reasonable

Q11. Would you buy Haldiram‟s products for their

 Packaging  Variety  Price

 Quality  Hygiene  Tatste

Q12. How would you rate the Haldiram‟s namkeens for their nutritional
value?
 Minimal  Adequate  Healthy

Q13. Do you buy Haldiram‟s gift packages?

 Yes  No

Q14. Do you think that is there any significance difference between

Haldiram‟s products and other brands?
 Yes  No

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