Haldirams New Strategy - Marketing
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Transcript of Haldirams New Strategy - Marketing
HALDIRAMS: Getting the 4 P’s Right
Background
Started in 1937 as a small time sweet shop in Bikaner, Rajasthan
Till the early 1990s, Haldiram's comprised of three units, one each in Kolkata, Nagpur and New Delhi.
The product range though diverse, nankeens remains the main focus area for the group contributing close to 60% of its total revenues
In the early 1990s, Haldiram's witnessed an informal split between its three units as they started operating separately offering similar products and sharing the same brand name
Timeline 1937 : Established 1941 : Haldiram Bhujiyawala name adopted 1950 : Kolkata small mfg unit established 1970 : Large mfg unit estd at Nagpur 1983 : Retail outlet in New Delhi 1992 : mfg unit+retail outlet in Delhi outskirts 1993 : Syrups and crushes launched 1995 : Restaurant in New Delhi; bakery items added 1997 : Namkeen mfg unit at Delhi; extruded wafers
etc,milk products added to portfolio
Product Mix SWEETS: soan papri orange/cocunut/elichi FRESH SWEETS: orange burfee,dry fruit
ladu,kaju katli PAPAD DRINKS badam,mango, thandai,kala khatta BHUJIA PRODUCTS Canned sweets:gulab jamun, cham cham
(dry form of rasgulla), petha cubes, rajbhog BAKERY:donuts,bread,cream roll,khari
CORE COMPETENCY
Bhujia & Namkeen
Traditional Recipies
Pricing
Bhujia & Namkeens: Sold in packages ranging from 50 grams to 1kg Prices range from Rs.5 to Rs. 170 Exports in sizes of 160 grams or larger. Sweets:
Pricing depends on ingredientsTypically sold and exported in 1kg packages, though some sweets are available in 200gram sizes.
Value Exploration Demand for Bhujia & Namkeen Demand from Indians overseas
Value Delivery Mfg. unit in Kolkata Retail outlet in New Delhi Export all over the world
Differentiation Unique taste Long shelf life Hygienic manufacture Attractive and functional packaging
Adapting to Environment
Higher number of outlets in Delhi owing to increased demand
Location specific Products Eg Chakli, Bakharwadi in Maharashtra, Murukku in South India, Mathri and Mini Samosas in North and Central India
Import of American machinery to produce potato based products
Customer Focus & Value Creation
First mover advantage
Long history of
quality products
Unique taste
Hygienic with long shelf life
Functional & attractive packaging
Restaurants in Delhi
and Nagpur
Supply Chain
C&F
• 25 agents• 5% commission
Distributors
• 700 distributors• 8-10% margin
Retail
• 20-30% margin• Available throughout, retailers, supermarkets, public
locations, internet purchases ; Tie-up with modern trade outlets like Mother Dairy and Reliance fresh.
Suggested Strategies
for Future
Product:
Introduce Masala's for home made snack items Stick to Core Competence and choose a
product line in tune with core competence instead of diversifying
Merge all three entities into a parent company Make less spicy products for the american and
european markets
Price: Offer 2 variants in terms of price : 1
nitro packed and long shelf life and 1 having lesser shelf life of maybe a month and save on costs
Price the exports at premium prices and claim a niche
Do seasonal pricing: increase prices by a couple of rupees per pack in high season
Place: Tie up with retail majors etc to become
the house brand (Future Snacks by Haldirams etc)
Move low priced variants to tier 2-3 cities and villages
Open Highway restaurants
Promotion: Use space available in outlets and restaurants
effectively to showcase premium products Use space available on the packets to display
other items also available by Haldirams Tie up with Small Tea and Samosa Stalls to
disburse goods in Haldirams branded paper plates etc
Use a door to door selling scheme during festivals
create their own website to deliver food to train passengers in at least 20 major junctions
THANK YOU