Brand Building Case Study

8/2/2019 Brand Building Case Study

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Brand Building

Kaka Halvai Sweet Center


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History of Brand Kaka halwai

Kaka Halwai is serving people over sixgenerations and is continuing with the spirit ofgrowth and serving with better services andproducts.

It produces and serves fresh superior qualitysweets & namkeens in and around Pune.

Its head office in Pune is located on Tilak Roadand had facilitated all our 9 sales outlets with 3top of the class manufacturing units producinggoodies of international standards.


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Its staff, which has always been like everextending family, consists of members thathave been a part of the success for the past 3decades. With generations of a family involved

in the progress,

It generates excellent quality products,outstanding service and most importantlyhygiene, standing true to the faith and

expectations of their valued customers.

Its confidence increases by the day, as newerclients walk in to sweeten their lives and walk

out while making us a landmark called KakaHalwai Sweet Centre.


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Brand audit

Brand : Kaka Halwai

Establishment year: 1890 ( 120 years )

Location: Budhwar Peth ( Main Branch )

Proprietor: Avinash Gadve and Anil Gadve

No of workers: 45 ( at Main branch )

Factory: 5

Total no of workers: 250

Wages paid to employees: 6000 to 10000

No of branches: 09

No of Franchises:07


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q List of Branches

Tilak Road, Karve Road,

Paud Road Sinhgad Road

Dhankavadi Road Hadapsar

Warje Gananjay Society

Navashayadrio Further Expansion Plan

Shinhgadh Road Katraj Bypass

Kondhva


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Its a family business carrying out by10 brothers:

Yuvraj gadbe

Mahendra gadbe

Anil gadbe

Shivkumar gadbe

Surendra gadbe

Rajendra gadbe

Ravindra gadbe

Avinash gadbe

Shantanu gadbe

Makaran gadbe


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Mix elements

Price:

Packaging:

Promotion:

Distribution:


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PRICE:

Ranges from 80 to 400 per kg.

Farasan 120 to 240 per kg.

Snacks 80 to 140 per kg.

Desi mithai 80 to 280 per kg.

Barfi 260 per kg.

Bangali mithai 200 per kg. Kaju mithai 400 per kg.

Peda 220 to 280 per kg.


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Packaging:

Now planning to enter the packaging field to providenew dimensions to their product.

It will be easy top handle the packed products.

Further planning is to distribute the product all overMaharashtra so it will help them in this perspective.


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Promotion:

Its goodwill works as a promotion tool.

Promotion through Radio ( occasionally )

Promotion through Packing and Carry bag.

Through local newspaper sakal.


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Distribution:

They do not outsource their product allthe sweets are prepared in their own

factory.They use only counter distribution.

They had their own shop which providesweets directly to customers.

Own vehicles for distribution of sweetsand namkeens to their shops.


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Product portfolio

PEDA SECTION PRICE

Sakhri peda 220

Sakhri keshri peda 240

Kandi peda 240

Malai peda 260

Keshri peda 260

Jambo peda 280


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KAJU MITAHI

Kaju katli 400

Kaju keshar katli 400

Pista katli 400

Anjir katli 400

Kaju anjir barfi 400

Kaju gajak 400

Kaju sitafal 400

Kaju chakr 400

Kaju apple 400

Kaju strawberry 400

Kaju watermelon 400

Anjir barfi 400


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BARFI SECTION

o Mango Barfi 260

o Pista Barfi 260

o Badam Barfi 260

Kava Barfi 260

Mava Katli 260

Mava Keshar Katli 260

Chocolate Katli 260

Orange Petha Barfi 260

Gulab Barfi 260

Fruit Barfi 260

Mava Badam Roll 260


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FARSAN SECTION

Gujarathi Farasan 140

Navrang Farasan 140

Spl. Mix Farasan 140

Sadabahar 140

Masur Mix 180

Chatapatit Farasan 140

Chakali 160

Anarasa 200

Batata Shew 140

Bikaner Shev 140

Mung Dal 160

Kadboli 180


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Dryfruit Pohe Chivada 140

Pohe Chivada 120

Gathi 120

Paapadi 120

Tikhat Bhavnagri 120

Bhavnagari 120

Kacha Pohe Chivada 140

Masur Dal 120

Harabhara Dal 120

Khari Bundi 120


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MALAI BARFI

Malai Barfi 260

Mango Malai Barfi 260 Gulkand Barfi 260

Strawberry Barfi 260

Pinapple Barfi 260

Malai Orange 260

Bangali Mithai

Rasmalai 200

Angur Malai 200

Rasgulla 8/- per piece

Orange Rasgulla 8/- per piece


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Nachni Laddu (Pure Ghee) 280

Ding Laddu (Pure Ghee) 180

Maisur Pak 100 Shengda na Laddu 100

Sp. Sonpapdi (Pure Ghee) 200

Sonpapdi (Sadhi) 100

Sp. Sonpapdi Orange 200

Sp. Balushahi 140

Balushahi (Sadha) 100

Gulab Jamun 160

Kala Jamun 180

Jilebi (Sadhi) 80

Jilebi (Pure Ghee) 160


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Spl. Badam Halawa 150

Sada Badam Halawa 100

Mahim Halawa (Sada) 100Mahim Halawa (Keshar) 150

Sutarfeni (Sadhi) 80

Sutarfeni (Keshar) 96

Karanjee 180

SNACKS

Samosa 8/- per pc.

Matar Karanjee 8/- per pc.

Kachori 8/- per pc.

Veg Pattice 8/- per pc.


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Farsan Section

Bakar Vadi 140

Mix farasan 120Spl. Farasan 140

Spl. Dryfruits Mix Farasan 180

Batata Chivada 240Spl. Batata Chivada 240

Batata wafers 220

Masala Samosa 120

Masala kachori 120

Masala Mathari 120

Maida Karela 120

Palak Mathari 120


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Methi Vada 120

Chota Samosa 120

Sweet Shankarpail 140

Khari Puri 140

Khari Shankarpali 120

Methi Puri 120Khare cheerote120

Lasun Shev 140

Palak shev 140


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Question 1:

Typically,

how long dothe sweets


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Question 2: How are these sweets prepared?

All milk sweets are prepared with fresh milk everyday,all mawa sweets are prepared with the best qualitymawa which is procured from bestsource who prepare

it under extreme hygienic conditions. All dryfruits andother ingredients used to prepare sweets are wellcleaned and comply to the regulations.

Above all, sweets are prepared by highly trainedprofessionals who have been working in this field for

many years. That's how we have been able to servecustomers for over 110 years.


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Question 3: What is your speciality?

We specialize in many items, some of the prominent ones areas follows:

KESAR ROSSOMALAI & BENGALI SWEETS

.

KAJU KATLI & Dryfruit sweets and rolls.

All Parsi sweets viz. Mawa Paan, Boondi Paan,Mawa/Chocolate Boi, Sutarfeni, large Jalebis etc.

Sugarfree sweets viz. dryfruit khajoor roll, milk cake etc.


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Problem with the brand

Less Advertisement

Higher rate

Other competitor with same name (for eg.Chacha Halwai)

Home delivery


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BPS for Kaka Halwai

For sweet lovers higher middle classpeople, Kaka Halwai provides varieties ofsweets with decent taste


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Equity framework

Supporter

Taste

Varieties

Hyiegene

o Peripherals

Goodwill

Management

Locations

Absentee

Home Delivery

Advertisement

Detractors

Rate of sweets


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Supporters

Taste

Hyiegene

AbsenteePeripherals

Home deliveryGoodwill AdverisementManagement Locations

Varieties


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Competitor audit

Chitle Bandhu

Bhavnagri

Karachi sweet mart


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CHITLE BANDHU

Following in the footsteps of a successful dairy

business established by Shri B. G. Chitale atBhilawadi in the Sangli district of Maharashtrastate in 1939, Shri. Raghunathrao
http://www.chitalebandhu.in/products/namkeen01.html


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CompetitorChitle Bandhu

Started in 1939

Initiator Shri B.J. Chitle

Promoted by Shri. Raghunathrao

(Bhausaheb) Chitale,Starting at Bajirao Road and is still in existencethere as a major and modern selling outlet.

No of Outlets : 02

Principal outlet at Deccan Gymkhana, Pune.

A wide variety of sweets,namkeens,ready mixes, dairy products and many otherchoiciest of eatables are produced.
http://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/ready_mixes.htmlhttp://www.chitalebandhu.in/products/dairy01.htmlhttp://www.chitalebandhu.in/products/others.htmlhttp://www.chitalebandhu.in/products/others.htmlhttp://www.chitalebandhu.in/products/dairy01.htmlhttp://www.chitalebandhu.in/products/ready_mixes.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/sweets01.html


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PRICE:





Barfi 260 per kg.




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BHAVNAGRI

Started in 1901.

Initiator Mithundas Vitthaldas CursondasParekh.

Situated at Rasta peth.Manufacture sweet and nankeens.

Major suppliers for dry fruits.

Also work as a supplier to many corporates,hotels, restaurants, prominent clubs,industrial canteens, caterers, weddings andparties.


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PRICE:





Barfi 260 per kg.




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Karachi Sweet Mart


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Karachi sweet mart

Started in 1948 Founder Mr. Kimatrai Athvani

No of Outlets 05

Deals with Namkeens, Mithai and otherpackaged snacks

Strong Competitor, Having more than 200varitities of sweets and Namkeens

Lower price ( compare to Kaka Halwai)

Loyal Customer..

Financially Sound

Timings 10 am to 8 pm

Counter distribution


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PRICE:





Barfi 260 per kg.




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CONSUMER AUDIT

Tools used

Questionnaire

FGDs

Random sampling


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Discussion guide

First 5 minutes introduction of participants.

5 minutes kaka halwai an overview.

10 minutes other sweet shops inconsideration and why?

5 minutes value derived or benefits of kakahalwai over other sweet shops.


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Findings of fgds

Kaka halwai is more preferred over othersweet shops.

Other shops in consideration set are chitalebandhu ,bhavnagri and purohit.

Varieties provided by kaka halwai is huge incomparison to other sweet shops.


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questionnaire

We, the student of the Genesis Institute ofBusiness Management (GIBM), are conductinga survey on consumer satisfaction for KAKAHALWAI, as this is a part of studies and we

need your co-operation, so please.Personal Profile

Name :Age :

Profession :Contact No:

Salary : Below - 10000

10000 to 20000

3 H f l b


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3.How frequently you buy sweets.

week

Twice a week Once a week Daily

Thrice a

Occasionally

2 How often you visit KAKA HALWAI sweetsshop?

Daily

Thrice a week

Twice a week

Once a week

4 Whi h i f it it i KAKA HALWAI?


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4. Which is your favorite item in KAKA HALWAI?

5. How will you rate KAKA HALWAI on the basisof the following attributes?

Hyiegene 1(min.) 2 3 4 5max.

Taste 1(min.) 2 3 4 5max.

Price 1(min.) 2 3 4 5max.

Variety 1(min.) 2 3 4 5max.


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7. Name 3 Sweetshop you prefer most andsweet of your choice from those sweet shops.

A. B.

C.

8. If you were asked to rename KAKA HALWAIwhich name you would suggest?

9. Define KAKA HALVAI inoneline_______________________________________

______________________________________________

_______________________________________________________________________________

10. Draw Sketch of whatever comes in yourmind by listening KAKA HALWAI


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Respondent descriptions

No. of respondents: 50

Business man 04

Professional 42

House wives 01

Students 03

Respondent : the customer ( At the Kaka

Halwai shop)

Respondent on the basis of the income

Below - 10000 09


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Level of satisfaction

Attributes ( 5 * 50) = 250 marks

Hygiene 165

Taste 171

Price 157

Variety 168

F.S. S. P.S. N.S. F.D.S.

Hygiene 13 29 08 00 00

Taste 15 29 06 00 00

Price 05 09 16 13 07

Variety 1917 10 04 00


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Hierarchy of benefits

Taste

Hygiene

Variety

Price


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Consideration set

Chitle Bandhu

Bhavnagri

Purohit Sweets

Karachi Sweets

Aggrawal Sweets

Tulsi sweets

Preferred brand


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Suggested names

Association Theory

Citys Sweet

Gadves Heritage

Mangalmurty Mistan Bhandar.

Chhappanbhog

Royal Sweet Corner

Delight Sweets

Rainbow Sweet Corner

Sweet factory


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o Sweet factory.

o Pix N Mix

o Sugar N Spice

o Sweet Pops

o ants sweet shop

oTasty tongue

o Shapes sugar

o Swachh sweet

o Chatorey sweet

oTeerth nagri sweet


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Ants aim

Khushiyo ka halwai

Pariwar sweets

rishte sweet shop

Swagat sweet shop

Come & wel

Duniya sweet corner

Better bites

Welcome sweet corner

Lucky sweet corner


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Magic sweet shop

Bangals magic

Rang sweet shop/halwai

Rainbow sweet shop/halwai

Vividh sweet shop

Anand sweer corner

Prakash sweet corner

Ganesh sweet shop

Kavita sweet shop.

Savita sweet shop


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Sikandar sweet corner

Bangals magic sweet corner

Rang sweet corner

Jain sweet corner

Chappan sweet corner

Chitrakut sweet corner

Mubarak sweet corner

PQR sweet corner

Tapak sweet corner

Samta sweet corner


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Fairy sweet shop

Angel sweet shop

Indian heritage

Sweet and soft sweets

Asli sweet

Dil se desi

Gadve heritage

Misthan bhandar

Sweet hearts

Original sweets

3


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Sweet pea shop

Chanchal sweet shop

Motu sweet/halwai

Atitheey sweet corner

Bengali sweets

Sweet collection corner

Ambro sweets

Sapak sweets

Lamtu sweets

Choti wala halwai

3


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Elephant sweet corner

Heaven sweet corner

Plates sweet corner

Dil sweet corner

Brajwasi sweet corner

Glass sweet corner

Best on spoon

Taste in shape

Capital sweet shop

Pune sweet shop

3


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Mithai sweet shop

Ati uttam sweet shop

Ari hanth sweet shop

Milan sweet shop City sweet

Ichaa sweet shop

Tasty sweet shop

Gradiant sweet

City sweet

Royal sweet corner

Delight sweets

3


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Blank Theory

Wao..

Amaara..

Joofry..

Gilles..

Dijjal..

Ataris..

Marca..

Monka..

Timbktoo..

3


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Deellta

Xylus

Eisha

3


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Selected Names

Heaven Sweet Corner

Indian Heritage

Gadves Heritage

Delight Sweets

Magic Sweet Shop

Real Sweets

Sweet Pops

Sugar Shapes

Sugar and spice

Royal Sweet corner

3


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Suggested names

Association Theory

Citi Sweet

Gadves Heritage

Mangalmurty Mistan Bhandar.

Chhappanbhog

Royal Sweet Corner

Delight Sweets

Rainbow Sweet Corner

3

Fi l l t d


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Final selected names

Citi shop

Sweet pops

Citi Sweet

Final Name

Citi Sweet

3


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logo

3


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3


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3


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Slogans

We serve happiness

Happiness is incomplete without us

We means happiness

Choose your test

Taste and happiness mixed together

Sweets that complete your occasion .

Walk for a while and sweeten your life .

east or west Kh is best ,north or south best inmouth . Being addictive is fine as far as itsnot wine .

3


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Final Slogans

Capital Of Sweets

We means Happiness

For Using Tongue Best

The Last Slogan

Capital Of Sweets

3


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slogans

Walk for a while and Sweeten your life

Happiness is incomplete without us

We means Happiness

Being addictive is fine as far as its not wine

Hunger is heaven

Fingers are more tasty

Forcing you to wound fingers

Alls waste but the taste

Swad jo rah jaye yad

Come from whereever ,go from heaven

3/


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jingle

3/


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Brand character

3/


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3/


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3/


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3/


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Ad

3/


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3/


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Brand Building Case Study

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