Case Study on Haldiram - martkeing

Case Study On Haldiram - No . 1 Choice of Consumers

Contents of the Case • Introduction • History • Facts about the Company • How the company become No 1 choice of

consumers

Introduction • Originated in 1902 as a family business. • Established the 1st shop in 1937 in Bikaner as a

small sweet shop. • „ Bhujia Sev‟ was the popular item of the shop. • The prime focus was to serve sweets and

namkeens among direct consumers.

History • Haldiram was lead by three brothers – Shri Moolchand, Shri

Satyanarayan & Shri Ramesawar. • In 1941, the name „ Haldiram Bhujiawala‟ was used for the

1st time. • They increased the brand name to cities such as Kolkata in

1958, Nagpur in 1968 and major outlet in Chandani Chowk in Delhi in 1983. • The group Split into three different identities in 1992 –

Haldiram Manufacturing Co. Ltd. ( Namkeen ), Haldiram Marketing Ltd. ( Sweets ) & Haldiram India Pvt. Ltd. (

Regional Presence  Haldiram's products in Delhi and the NCR are

sold under the brand name of "Haldiram", which is the original Haldiram family.  Products in the Kolkata region are sold under the brand name of "Haldiram's Prabhuji" or "Haldiram Bhujiawala" while  Products in the Nagpur region are sold under the brand name of "Haldiram's Nagpur".

Facts About the Company • First company to brand “ Namkeens” • ISO certified company • Haldiram's is a member of the following food

associations from India and abroad: 1. APEDA (Agriculture and Processed food Products Exports Development Association) India 2. ITPO India Trade Promotion Organization (Application submitted)

Facts About the Company 3.

Snack Food Association|SFA (Snack Food Association)

4.

ESA (European Snacks Association)

• Accolades won by the company – International

Award for Food & Beverages in 1994, Brand Equity Award in 1998, APEDA Export Award in 2002.

Journey to become No. 1 choice of consumers

Marketing Mix  Product – Wide Range of Product  Price – Available at a Nominal Value of Rs. 5

 Place – Available everywhere  Promotion – Word of Mouth, Online Promotion,

Print Media  Packaging – Attractive Packaging.