Haldiram’s product mix 14/10/2023

A Project On

Haldiram’s product mix

(on partial fulfillment of paper ”marketing management”)

forBBS 2nd semester

DEEN DAYAL UPADHYAYA COLLEGE(University of delhi)

submitted to

Dr. Monika BansalDeen Dayal Upadhyaya College

University of Delhi

Submitted by

Keshav Jha07/BBS/70232nd semester

March 30, 2008

Haldiram’s product mix 24/10/2023

Content

Page Topic 1 Cover page2 Content3 Acknowledgement4 Declaration5 Objective6 Preface and research

methodology7 Company profile

8-11 Product mix of Haldiram’s12-16 Analysis

17 Limitations of project18 Bibliography

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Acknowledgements

Working on the project “output devices” has been very

pleasurable and enjoyful activity. While completing the project, I

have incurred great many debts. I wish to express my gratitude to all

of them.

Firstly, I would like to thank my teacher Monika Bansal who

not only guided me to give a practical touch to the project but also

helped a lot in standardizing my research work. I’m also indebted to

Mr. Raj Kumar manger, Haldiram’s moti nagar branch who

provided me useful informations and Mr. Pankul Gupta for

continuously provoking me to complete the project.

It would have been very difficult to do this work but for the

ever supportive library staff of DDU college (esp. Mr. Bharat

Bhusan and Mr. Hari Om), British council library and Mrs. Sonia of

commerce computer laboratory.

Last but not the least my mother has been foundation for all

my work. Despite the contribution of all mentioned above, needless

to say, if there are any lapses in my work, I myself take

responsibility of them.

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I’ve left others’ value excluded; you’ve offered unbeatable

learning, affected untold reflections, all implicitly or naturally

acknowledged.

KESHAV JHA

Declaration

I hereby declare that this project has been done only by me

and is not been copied from anywhere. All the resources are

properly mentioned in bibliography. If found guilty, proper

disciplinary action may be taken against me.

………………

Keshav Jha

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ObjectiveTo study product mix of Haldiram’s Moti Nagar branch

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Preface and research

methodologyI had visited haldiram’s many a times but I had never thought that one

day I will make a well desighned poroject on haldiram’s.Choosing and finalizing the projct topic was itself the biggest challenge

for me, since we have enough liberty to choose our topic.I had changed topics many times and this was my 3rd topic . working on haldirams was a real fun and learning act at the same time. Mr. Raj Kumar encouraged and provided me many useful information regarding their branch and their target markets.

Using both the primary and secondary data , I have tried my best to put forward the practical aspects of marketing theories.

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Haldiram’s

Haldiram's started in Bikaner, India is one of India's largest sweets and snacks manufacturers.Haldiram has its establishment in many parts of India viz Delhi, Gurgaon, Nagpur etc.

History

Haldiram’s was started by Shri Gangabisanji Agrawal alias Haldiram Agrawal in 1937 in Bikaner.It is presently headquartered in Nagpur in Maharastra and has regional offices in Mumbai, Bangalore, New Delhi and Chennai.

Products

Indian Sweets, Namkeens (Savories), Salted Snacks, papad, 3-D Snacks, 3-D Pellets, Vermicelli, Pasta & other ready to eat snacks, which are sold under the brandnames Haldiram's . Ranked on 98th in overall ranking in the "India' Most Trusted Brands 2003" Survey done by A.C. Nielsen ORG MARG commissioned by " The Economics Times".

Its products are exported to several countries worldwide including Pakistan, Canada, Australia, Srilanka, Singapore, Malaysia, South Africa, Indonesia, Qatar, Hong Kong, Japan, Kenya, North Korea, Nigeria, Mauritius, United Kingdom, Zambia and Bahrain.

In additional to these packaged products, Haldiram has its own outlets where it sells sweets and eatables. It also has a range of restaurants in and around Nagpur.

Raj Kachori is one of the most popular snacks sold by Haldiram's, often eaten mixed with different kinds of sweet and sour chutneys.

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Product mix of Haldiram’sRESTAURANT PRODUCTS

Chinese

1. Veg. Noodles2. Veg Manchurian3. Fried rice4. Chinese platter

Continental1. One go salad2. French fries3. Veg. burger4. Veg. Sandwich5. Veg grilled sandwich6. Chinese pizza7. Onion tom.8. Cap. Pizza9. Capsicum tom. Pizza

Indian snacks1. Puri sabji 2. Chole bhatore 3. Matar chulcha4. Pao bahji5. Dal chilli6. Aloo tikki

tandoori1. Tandoori platter2. Veg. Seekh kabab3. Paneer tikka4. Lachcha parantha5. Pudina parantha 6. Buter naan7. Plain naan

Chaat1. Raj kachori2. Lachcha tokri3. Spl. Dahi balla4. Papri chaat5. Pani puri6. Bhel puri Dessert

1. All American banana splitt

2. Hot chocolate fudge3. Mango delight4. Black magic5. Strawberry surprise6. Fruit fiesta

South Indian1. Plain dosa2. Plain rawa dosa3. Masala dosa4. Rawa masala dosa5. Mix veg. Uttapam6. Idli sambar7. South Indian platter8. Special paneer dosa

North Indian1. Special thali2. Executive thali3. Paner cury4. Mix veg.5. Dal makhani6. Dal makhnai +rice7. Rajma rice8. Veg biryani9. Raita

Ice cream sodas1. Choclate2. Lime3. Strawberry4. Pineapple5. Mango6. Midnight beauty

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Other Products Beverages

1. Tea2. Cappuccino3. Cold coffee4. Badam milk5. Lassi6. Chaach7. Fresh lime

soda8. Mineral water9. Soft drink

Ice creams1. Single scoop2. Ulfi’s3. Kesar kulfi4. Pista kulfi5. Fruit punch+ ice

cream6. Fruit salad+ice

cream

Drinks1. Thandai2. Cold drink3. Lassi syrup

1. Khus2. Orange3. Crush4. Badam5. Rose6. Pineapple

Mocktails1. Mango tango2. Tropical sunset3. Golden gate4. Sunrise5. Blue ocean

Slushes1. Khus2. Rose3. Orange4. Pineapple5. Lemon

Thick shakes1. Vanilla2. Choclate3. Strawberry4. Pineapple5. Butterscotch

Savories1. Sandwich dhokla2. chese cutlet3. Khandhvi4. Coconut peties5. Bread pakora6. Matar kachori7. Simple kachori8. Bread pakora roll9. Bhakar bari10. Karela methi11. Bhakh rabri12. Dry fruit kachori13. Maida mathur14. Methi maithi15. Chota\normal samosa16. Palak maithi17. Gol maithi

Bakery1. Pineapple2. Spungy3. Black forest4. Easter berry5. Ice cream6. Choclate7. Cream cup

Rasgulas1. white 2. spungy raslulla3. bhog rasgulla4. raj bhog5. kala6. lal rasgulla

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Kaju sweets 1. Pista lonj2. Badam burfi3. Pista pan4. Badam fruit5. Kaju tarbooj6. Kaju anjeer cake7. Kaju roll8. Kaju choclate9. Kaju mango10. Kaju samosa11. Kaju gujhia12. Kaju rajbahar13. Kaju kesar14. Kaju kalash15. Kaju honey16. Badam fruit

Ghee products1. Dry fruit panjeeri2. Sohan halwa3. Karanchi halwa4. Coconut barfi5. Atta laddu6. Besan laddu7. Dry fruit laddu8. Chena murki9. Mea laddu10. Ata laddu mix mewa11. Sev barfi12. Moong barfi13. Pinni14. Moti pak15. Spl. Dhokla16. Gujab jamun17. Dil khushaal18. Jodhpuri laddo19. Narial peda20. Balu sahi

Khoya sweets1. Pista burfi2. Choclate barfi3. Keasr kalakand4. Khir kadam5. Anjir barfi6. Manpasand barfi7. Milk cake8. Safed kalakand9. Khoya apple10. Gulkand apple11. Khoya fruit cake12. Plain barfi13. Kesar peda14. Sangam peda15. Mewa bati16. Mathura peda17. Chikki mix18. Anjeer dry19. Bite mix

Hot and cold1. Mal puri2. Moong dal ka halwa3. Raj madhuri4. Ras kadam5. Rasgullas

Holi special1. Palak patta chaat2. Sarson ka saag

makke ki rotti3. Korma- south

indian

Cokkies1. Butter badam cookies2. Whole wheat cookies3. Cholo chips cookies4. Nice cookies5. Coconut cookies

Minut khana1. Mughlai paneer

makhani2. Rajman raseel3. Punjabi kadhi rokhra4. Purani dilli ke chole5. Aloo mattur6. Yellow dal tadka7. Nawabi palk paneer8. Lajawaab mutter

paneer

Pickles1. Mango2. Mix lemon3. Lemon sweet4. Lime 5. Chilli

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Chips and namkeens1. Cornflakes mixture2. Moong dal3. Pnchratan4. Kashmiri mixture5. Navratan6. Kahttamitha7. All in one8. Salted banana chips9. Masala planets10. Tango tomato11. Boletos12. Spicy paprika13. Pudina treat14. Masal peanuts15. Dalbiji16. Chilli chatal papri17. Nut cracers18. Aloo bhujia19. Plain bhujia20. Taka- tak21. Masaala bhujia22. Punjabi tadka23. Classic tadka24. Classic salted25. Loong sev26. Methi sev27. Chana jor garam28. Nimbu maala29. Boondi

Papad and pani puri1. Jaypatri papad2. Sada papad3. Medium papad4. Mirch masala papad

Bengali sweets 1. Petha gilori2. Petha roll3. Kachcha gola samosa4. Pista sandesh5. Plain sandeshas6. Kesar sandesh7. Hiramni8. Pakija9. Chum chum10. Malai chap11. Ras madhuri12. Hari bhog13. Keasr rabri cup14. Indrani cup15. Fruit cream16. Gur rasmalai17. Gur cream chum chum18. Rasmalai19. Petha20. Raskadam21. Rimjhim petha22. Tar petha23. Kesar petha24. Kesar rasmalai25. Badam bhog26. Aamar rakhi27. Mamchali28. Pista punch29. Madhu milan30. Anar kali31. Tiranga bhog32. Pista rakhi33. Kamal phool34. Gajra bahar35. Cheri rakhi36. Prem rakhi37. Anar pista38. Pista khir39. Akashdeep40. Mailai pista41. Mali pista bhog42. Malai dhol43. Anurodh milk crown

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Companies like Haldiram’s sell more than one product. A product mix of any company is the set of all products and items a particular seller offers for sale.

A product mix can be classified accordance to width, length, depth and consistency.

Width of a product mix refers to how many different product lines the company carries, the previous pages shows different product lines. Thus product width of Haldiram’s is 20.

Length of a product mix refers to the tot number items in the mix. Haldiram’s product length is more than 200 its average length is 10.

Depth of a product mix refers to how many variants are offered of each product in the line. For example product width of namkeen is 29 and of Bengali sweets is 43.

Consistency of product mix refers to how closely related the various product line are in end-use, production requirements, distribution channels.

Thus four dimensions are the tools for developing the company’s marketing strategy and deciding which product line to grow, maintain, harvest and divest.

Product line analysis of Haldiram’s

In offering a product line a company normally develops a basic platform and modules that can be added to meet different customer needs.

Haldiram’s has following basic modules: - Restaurant lunch\ dinner Packed namkeen Sweets Customized products Bakery and cookies Drinks Savories

Product line managers also need to know the sales and profit of each item in their line in order to determine which item to build, maintain, harvest or divest. They also need to understand each product’s product line market profile.

1. Sales and profit

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Sales and profit of any product is the primary factor that determines the product mix. Thus company divides their offering into four categories-:

Core product: - basic product that produces high sales volumes and are highly promoted with low margins because they are viewed as undifferentiated products.Haldiram’s however core products include their namkeens and sweets products.

Staples: - items with lower sales volumes and no promotion. They yield somewhat higher margins. Haldiram’s staple products include bakery and cookies, pickles products.

Specialties: - items with lower sales volumes but might be highly promoted. Customized gift packs, sweets and some drinks are offered on special occasions only and account for very sales but are highly promoted.

Convenience items : - peripheral items that sells in high volume but receives less promotions. People tend to buy them when they buy the core products. These items carry higher margins. In summers shushes, ice-cream sodas, icecreams, milk drinks and mock tails are among least promoted products but offers higher margins to the company.

Marketers after classifying their products, concentrates on product lines, which account for major sales and profits. In the long term they divest products with least sales and profits.

E.g. Haldiram’s aggressively promotes its restaurants and namkeens products and drops production of ice cream and special drinks like thandai during winters.

2. Market Profile And Environmental Factors

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The second and another important factors that affect the product mix of any company are its market profile and environment, its target market.

To describe these points elaborately I’m considering only Haldiram’s moti nagar outlet.

Segmentation and targeting: - The branch at moti nagar was opened in September 2007 by considering following factors;-

1. 4sq.kms area were scanned surrounding moti nagar including karampura, Patel nagar, bali nagar, inderlok, zakira, kirti nagar and a branch was opened because these areas don’t have even one restaurant which can provide such a wide range of products.

2. These areas mainly consist of middle class and upper class family, people working in service industries and students of Delhi University’s north campus.

3. Haldiram’s very nicely segmented its market according to income and occupations. Their main target is youth working in heavily industrialized areas surrounding moti nagar and karampura who are under middle-income brackets. Thus, they have deeper product lines for north Indian lunches.

Environmental factors 1. The Agarwals family that owned Haldiram's was

always conscious of the need to satisfy customers in order to grow their business. The company offered a wide variety of traditional Indian sweets and snacks at competitive prices that appealed to people belonging to different age groups.

2. It offers traditional Indian snack food items such as "panipuri," "chatpapri," and so on, which catered to the needs of hygiene conscious non-resident Indians and other foreign customers.

3. “At the time of its opening ther were only 14 bengali sweets” Mr. Raj Kumar, manager of moti nagar branch. Said “there was always increasing demand for more Bengali sweets and savories” and now haldiram’s stretched its product line and by increasing the depth of its product depth from 14 to 40.

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4. The company faced tough competition not only from sweets and snack food vendors in the unorganized market but also from domestic and international competitors like SM Foods, Bakeman's Industries Ltd, Frito Lay India Ltd.(Frito Lay) and Britannia Industries Ltd. Thus it always keep on innovating its products.

5. Another factor that seems to have an important influence on Haldiram’s product mix is cultural factor. Major sales of sweets come on special Hindu occasions like holi and dewali. At diwali delhites have a common culture to give sweet boxes to their relatives and friends, for them Haldiram’s provide special gift packs, diwali bonanza packs and family baskets.

6. The ultimate level of marketing followed by Haldiram’s their customized offerings. Any one can design their gift packs, which comprise of different combinations of sweets, snacks and namkeens to get different levels of discount. E.g. corporate box, khoya pini mix, four plus one tarbooj mix etc.

7. Holi marks end of winter thus, limiting the menu from palk patta, sarsoon ka saag and makkey ki roti and korma.

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The two way market stretching of Haldiram’s

Haldiram’s is right now serving the middle class market and is deciding to stretch its product line in both directions covering both lower middle class and rich class customers.

On one hand, Haldiram’s is adding more items in present range of lunch offers with lower per unit costs. They even have introduced namkeens at cost of Rs. 5 only.

On other hand it is also promoting its Indian snacks in the world market to NRI and foreigners as safe and of standard hygiene. E.g. moti nagar branch uses double purified water to make snacks food like pani puri and chat papri. All Haldiram’s outlets have ample space for parking and larger space for child’s entertainment.

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Limitations All my project limits only to Moti nagar branch only Primary interview include figures based on memory Strategy is subject to change fastly while some of data

are not updated

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1.

Bibliography

Primary survey at Haldiram’s Moti Nagar outlet www.wikipedia.org www.haldiram’s.com www.icmrindia.net