DISTRIBUTION CHANNEL OF HALDIRAM:-

Haldiram group has well managed distribution network, which has its reach for its products in country as well as other parts of world. Carrying forward (CFs) agents of company collect goods from manufacturing unit who pass them to distributors, who in turn send them to retail outlets. Haldiram has entered into eretailing also, they have tied up with indiatimes to sell their products. This clearly shows that the company that has its roots in traditional India is innovating with time and this is what a successful company does. Innovation and marketing is a key to success for Haldirams. Few of the examples of innovation strategies adopted by Haldirams is the use of mineral water in the preparation of pani puri and chat papri to attract customers who are very conscious about the hygiene of the Namkeens and Snacks sold in the country. At one point of time Haldiram had tied up with irctc to sell evening snacks in Rajdhani and Shatabadi express.

tocarr yi ng and forwarding (C&F) agents. C&F agents passed on the products to distributors, who shipped them to retail outlets. While the Delhi unit of Haldiram's had 25 C&F agents and 700 distributors in India, the Nagpur unit had 25 C&F agents and 375 distributors.

Haldiram's also had 35 sole distributors in the international market. The Delhi and Nagpur units together catered to 0.6 million retail outlets in India.

Retailers earned more margins ranging from 25% to 30% by selling 30 gms pouches (priced at Rs.5) compared to the packs of higher weights. Apart from the exclusive showrooms owned by Haldiram's, the company offered its products through retail outlets such as supermarkets, sweet shops, provision stores, bakeries and ice cream parlors. The products were also available in public places such as railway stations and bus stations that accounted for a sizeable amount of its sales

MANUFACTURING UNITS----- C&FA AGENT-------DISTRIBUTORS-----RETAILERS--------CUSTOMER MAR

Slide 2: Group members Varun Aggarwal Shashank Rana Jyoti Chauhan Preeti Pawaria Sapna Rana 26-Dec-08 2 Slide 3: Beginning of way back in 1941 in Rajasthan The brand name HALDIRAM BHUJIWALA was introduced Subsequently reach extended 1958 to Kolkata and further to west India & never looked back. 1983 opened shop in Chandni Chowk the main hub of commercial centre in Delhi. Prime focusing was on sweets & namkeens. it was lead by three brothers Shri Moolchand, Shri Satyanarain and Shri Rameshwar 26-Dec-08 3 Introduction Slide 4: Shri Moolchand & his four sons Shiv Kishan, Shri Shiv Ratan, Shri Manohar Lal, and Shri Madhu Shiv kishan established Haldirams name in Nagpur Meanwhile Manohar lal Aggarwal and Madhu Sudan had taken Delhi (the National Capital) by storm with resounding success of Haldiram at Chandni Chowk & never looked back. Encouraged by the tremendous response of Consumers, HALDIRAM decided to go in for up-gradation in technology, packing, production etc. with installation of plant & machinery of best available state-of-the-art technology and sophistication. 26-Dec-08 4 Slide 5: Shahi Mixture Cornflakes Mixture Kaju Mixture Bhujia Chana Jor Garam Chilli Chatak Lachha BhelpuriMethi Sev Khatta Meetha Moong Dal Kashmiri Mixture Aloo Bhujia Navrattan Bombay Chana All in One Mint Lachha Plain Bhujia 26-Dec-08 5 Haldirams Productss Slide 6: SHAHI MIXTURE: mildly-spiced mixture of exotic ingredients like Almonds, Pistachio nut, Cashew nuts, Spinach & Musk melon seeds, Moong pulses & Gram flour(Packaging :200 gms) CORNFLAKES MIXTURE: mildly-spiced mixture of fried Cornflakes, Cashew nuts, shredded Potatoes, Gram flour, Spinach, Raisins, Sesame & Poppy seeds(Packaging :- 400 gms 200 gms & 90 gms) 26-Dec-08 6 Famous Haldirams Products

Slide 7: BHUJIA: tangy preparation of fried Moth pulse flour & Gram Flour.(Packaging :- 400 gms, 200gms, 90 gms & 35 gms.) KASHMIRI MIXTURE: salty mixture of fried Moong pulse, Spinach leaves, Cashewnuts, Musk melon seeds, Gram flour & Potatoes.Packaging :- 400 gms, 200 gms & 90 gms.) KHATTA MEETHA: sweet n sour snack made of Peanuts, Gram pulses & Peas.(Packaging :- 400 gms, 200 gms, 90 gms & 35 gms) 26-Dec-08 7 : The product has excellent brand awareness & a high quality image. Good and attractive packing. Good image position. Good taste. Good variety. High Market share. Availability of brand almost on all the outlets. Consumer proximity to retail outlet. Sale pushing of other brands Schemes given to retailer are not enough. Less profit of margin of Haldiram product from other brand. Less advertisement. 26-Dec-08 8 SWOT Analysis Strength Weakness Slide 9: By providing proper schemes Haldiram can increase its supply. By providing more profit margin Haldiram can increase its supply Competition from Lehar, Bikano and Crax. Competition from other brands. Sale pushing 26-Dec-08 9 Opportunity Threat Slide 10: 26-Dec-08 10 Haldirams Distribution Slide 11: 26-Dec-08 11 Margins Provided to intermediaries Slide 12: Problem Identification :- The project do find out the market share of Haldirams namkeen in Delhi and suggestion how to improve. Collection Method of Date :- The source of data collection was primary data which was collected by personal interview, aided by structured disguised questionnaire. Area :- Field work was carried out for the Haldiram Marketing Pvt. Ltd., in Delhi for the analyze of market potential of namkeen. Sample Size :- Daily around 10-20 retailer were interviews. Therefore the whole exercise took around 14 days. Almost all the respondents were very helpful and forthcoming with the information. 26-Dec-08 12 Research Methodology Slide 13: 1. U.S.A. 2. U.K. 3. Germany 4. Spain 5. Holland 6. Switzerland 7. France 8. Italy 9. U.A.E. 10. Kuwait 11. Qatar 12. Bahrain 13. Saudi Arabia 14. Australia 15. New Zealand 16. Japan 17. Sri Lanka 18. Thailand 19. Singapore 20. Philippines 21. Nepal 22. Botswana 23. West Indies 26-Dec-08 13 International Markets : The New Delhi unit caters to Punjab, Haryana, Uttar Pradesh, Bihar, Jammu & Kashmir, Himachal Pradesh and Part of Assam. The firm at New Delhi runs four firms offering different products - Haldiram Manufacturing Co. Ltd. : Nankeens' Haldiram Marketing Limited : Sweets Haldiram Snacks (P) Ltd. : Papads Haldiram India Pvt. Ltd. : syrups & sharbat The company also operates 3 showrooms in Delhi, located at Main Mathura Road, Lajpat Nagar and Chandni Chowk. 26-Dec-08 14 Company Growth Plan Slide 15: Our perpetual consistentency Quality Best packing strategy Vast market coverage Numbers of years experience Performance & quality lead to big competition Staffs are very sensitive & customer friendly about the complaints 26-Dec-08 15 Mission Slide 16: Due to non availability of the concerned persons question remained unanswered. Some respondents were not ready to give their turnover i.e. sale volume. Biasness is the most serious limitation. Although measures have been taken to reduce the biasness but complete elimination of biasness is impossible. Retailers behavior is studied but the retailers behavior are not assessed correctly because they do not express their feeling correctly, therefore, their perception cannot be assessed correctly. The reliability of the data to great extend is dependent on the honestly and cooperation of the respondents in providing the information. 26-Dec-08 16 Limitations Slide 17: There is high awareness level for different Halidrams Products amongst the retailers. From the survey of 250 retailer in Delhi it was noticed that in most of the retailers are keeping Haldiram namkeens. Market share of Haldiram namkeen is more than double of its competitors. From the data its quite clear that while promoting any brand the foremost considerations are good demand & margins followed by regular supply and next comes brand names. Average annual sale come out to be highest for Haldirams namkeens followed by Lehar, Bikano, local brand like Namkeens, Raja, Shammi, Tingle, Shah, Aone, Rajsi, etc. Margins as revealed by retailers are highest for local brand followed by Lehar, Bikano and Haldirams in that order. Brand awareness for Haldirams product is very high. 26-Dec-08 17 Conclusions Slide 18: Margins as revealed by retailers are highest for local brand followed by Lehar, Bikano and Haldirams in that order. Brand awareness for Haldirams product is very high. There is significantly high brand loyalty for Haldirams products amongst the consumers. Lehar namkeens are equally preferred as Haldirams. It is also noticed that young people prefer Lehars Aloo Bhujia, Masala Laccha and Kurkure over Haldirams. The reasons for this could be that the T.V. advertisement of Lehar has an emotional appeal for the young generation. Bikanos Natkhat Nimbu and Craxs mast mattar are in great demand over Haldirams 26-Dec-08 18 Slide 19: 26-Dec-08 19 Thank You ForYourValuable Time