Introduction

Hadriam is an Indian sweets, restaurant and a snacks company headed in Nagpur, Maharashtra.
Company has its various branches across India and World like Delhi, Nagpur, Rudrapur, Raipur,
Bilaspur , Pune, Kolkata etc. . Haldiram’s was founded in 1941 by Ganga Bishan Agrawal, its
first plant was started in Calcutta and established in Jaipur . Haldiram was ranked 55th among
India’s most trusted brand . Company basically gain elevation from year 2017 as it was crowned
as country’s largest snack company Company has more that 400 products with it . It has
namkeen , sweets , cookies, sherbets, pickles and one of the famous out of these are haldiram’s
bhujia and papadum. Company also produces ready to eat food at their resturants . their products
are marketed at various levels such as bakeries , retail groceries shops , outlets , other stores .

Haldiram started in Bikaner and had setup shop in Delhi and manifolded its branches in various
parts . Slowly company tagged itself with taste , hygiene and innovation . Internationally
Haldiram’s company was setup in USA with its 15 products and all credit goes to Indian people
who helped company to establish there. Today haldiram’s company is a global phenomenon.

Haldiram's is an Indian multinational sweets, snacks and restaurant company headquartered

in Nagpur, Maharashtra with $1 billion revenue and $150 million net profit $100 million
haldiram brand value as on 2022. The company has manufacturing plants in a wide variety of
locations such as Nagpur, New Delhi, Gurgaon, Hooghly, Rudrapur and Noida. Haldiram's has
its own retail chain stores and a range of restaurants
in Pune, Nagpur, Raipur, Kolkata, Noida and Delhi.

Haldiram's began as a tiny shop in Bikaner, the land as famed for its savouries as for its leather-
faced pipe players and fierce warriors.By 1982, Haldiram's had set up shop in Delhi and the
capital had begun to stop by and take note of the savouries and sweets.It was word of mouth that
grew the business manifold over the next decade till Haldiram's came tostand for a food
company that was synonymous with taste, hygeiene and innovation.
USA was the first market we started exporting to, thanks to the large Indianpopulation there.We
began with about 15 products, all savouries, because they are a favourite with Indians.

What began as a small-town enterprise in india is today a globalphenomenon. Haldiram's is a

way of life for Indians no matter whichcountry they live in.And the Countries they live in are
also fast developing a penchant for these products.

Haldiram Marketing PVT LTD is a Non-govt company, incorporated on 16 Mar, 1982. It's a
private unlisted company and is classified as'company limited by shares'.

Company's authorized capital stands at Rs 160.0 lakhs and has 61.661877% paid-up capital
which is Rs 98.66 lakhs. Haldiram Marketing PVT LTD last annual general meet (AGM)
happened on 30 Sep, 2017. The company last updated its financials on 31 Mar, 2017 as per
Ministry of Corporate Affairs (MCA).

Haldiram Marketing PVT LTD is majorly in Business Services business from last 40 years and
currently, company operations are active. Current board members & directors are AMIT
AGARWAL, SUMITRA AGARWAL, AMISHA AGARWAL, SATISH KUMAR JAIN and
MANOHAR LAL AGARWAL .

Company is registered in Delhi (Delhi) Registrar Office. Haldiram Marketing PVT LTD
registered address is B-1/H-3 MOHAN CO-OPERATIVEINDUSTRIAL ESTATE MATHURA
ROAD NEW DELHI DL 110044 IN.
CIN U74899DL1982PTC013296

Date of Incorporation 16 Mar, 1982

Status Active

Company Category Company limited by Shares

Company Sub-category Non-govt company

Company Class Private

Business Activity Business Services

Authorized Capital 160.0 lakhs

Paid-up Capital 98.66 lakhs

Paid-up Capital % 61.661877

Registrar Office City Delhi

Registered State Delhi

Registration Number 13296

Registration Date 16 Mar, 1982

Listing Status Unlisted

AGM last held on 30 Sep, 2017

Balance Sheet last updated on 31 Mar, 2017

GROWTH STRATEGY:

Haldiram’s used advertising, attractive posters, brochures and mailers to appeal the customers
at mass. ‘Always in good taste’, used this punch line for promotion, advertisements had
captions such as millions of tongues can’t go wrong, what are you waiting for, Diwali? and
keeping your taste buds on their toes. To highlight their brand company used public transport
and public places for promotion by pasting their banners and stickers in public vehicles.

Whenever we talk about food companies, international brand names like Dominos,
McDonald's, or KFC come into our mind. However, we have an Indian brand that has surpassed
all these brands by selling Indian products. Yes, the brand is none other than Haldiram's.
Haldiram's had started as a small shop in Bikaner. It has now become the largest snacks seller,
selling its products in over 80 countries around the world.

Haldiram's is a name that started in the city of Bikaner in Rajasthan with its delicious Bhujia, but
its great business strategies and introduction of new products from time to time made it a
global brand today. The brand has not only grown and expanded but has also made a huge
place for itself in our hearts.

The success story of Haldiram's is not only an achievement for itself but also a great source of
inspiration for many.

Ganga Bishan Agarwal, also known as Haldiram Ji, established the foundation of Haldiram's in
1941. He belonged to a Marwari family at Bikaner, Rajasthan.

Haldiram's dream of establishing this company dates back to 1919 when he was only 11 years
old. He had started working at his father's bhujia shop in his childhood. Haldiram used to do
odd jobs there but he always tried to learn how to make bhujia. At that time, bhujia was in
demand. So, most shops in the market used to sell it. Every seller's bhujia had the same quality
and taste. Thus, the only competition was on the money.

Haldiram was the only person who was neither satisfied with the business nor with the taste of
the bhujia. He wanted to make a bhujia that would be unique in the market. To achieve this, he
started preparing bhujia with different ingredients. After many failed attempts, he succeeded in
making a different kind of bhujia, the kind that the people of Bikaner had never tasted.

Here are the three changes that Haldiram brought that eventually changed the destiny of their
business:

 He started making bhujia with moth beans instead of gram flour. It changed its taste and
made it more crispy.
 Every seller was selling their bhujia at 2 paise/kg but Haldiram set his rate at 5 paise/kg.
This made his bhujia a premium product in the eyes of the buyers.
 He set his bhujia's name to Dongar Sev, the name of Bikaner's king. There was no
relation between the two but that name served as a brand ambassador and people
started believing it was a premium product.

Haldiram's Dongar Sev became popular among the masses and its sales reached the sky. This
was how Haldiram established his business, which is now known by his name. However, this
was only the start.

The second chapter of the company's growth started at the end of 1960 through Shiv Kishan
Agarwal. He was the grandson of Haldiram.

At that time, in the 1960s, the Agarwal family was divided into three parts. Each lived in the city
of Bikaner, Kolkata, and Nagpur respectively. Their business in Kolkata and Bikaner was running
well. However, Shri Krishan had to struggle a lot in Nagpur. In the 1960s, there was no demand
for bhujia, not only in Nagpur but in entire Maharashtra.
So, he made it his determination to learn more about the food habits of the Maharashtrians.
He organized market research and surveyed the entire Nagpur market. Through the survey, he
found two big opportunities in the market.

 The people of Maharashtra were not aware of the different types of snacks. Thus, he
could introduce new snacks into the market.
 There was a gap in the sweets market and only a few sweets were available in the
market. Thus, he could introduce other sweets to the people.  

He launched his favorite 'Kaju Katli' in the market. As it was a new sweet for the people of
Maharashtra, he started giving out free samples. Due to this strategy, Kaju Katli became famous
in Nagpur within just a few days. People loved the taste and the sales started reaching new
heights. He then introduced many other sweets of Bikaner and Kolkata in Nagpur. This was how
the sales increased by 400% in three years.

Soon enough, he realized that Nagpur people liked South Indian snacks like Idli and Dosa. This
made him start a South Indian restaurant to attract more customers. Then, he started adding
new snacks like samosa, kachori, and chole bhature to the menu.

If we examine it from a business perspective, when he entered the Nagpur market, he was a
strange shopkeeper who was selling strange products to people. That's why people didn't trust
him. So first, he won the trust of the Maharashtrians by selling the products they liked to win
their trust, and then, he introduced his own products. This was how Shiv Kishan Agarwal
contributed to Haldiram's growth.

The person who took this business even higher was Manohar Lal Agarwal. He is the current
chairman of Haldiram.
When he joined Haldiram in 1973, Haldiram had only three shops in India - in Kolkata, Nagpur,
and Bikaner respectively. Manohar Lal Agarwal opened another outlet in Delhi's Chandni
Chowk.

He adopted two major strategies for the growth of the business that proved to be the game-
changer in this story. The strategies were:

Vision

 Achieve continuous and sustainable growth in the business, within India and abroad,
organically and inorganically.
 Strengthen leadership in traditional snack items, Indian sweets and attain leadership in
western snack items.
 Keep innovating new quality products and delight consumers by offering wide range of
quality food products at competitive rates.

Mission

 Make available authentic, tasty and quality vegetarian food products made as per global
standards at reasonable cost, in India or abroad.
 Remain ahead of competitors through product-innovation, adopting new technologies and
achieve optimum cost of production
 Always abide by law and care environment
 Provide a friendly working environment that attracts best talent and offers opportunity to
employees to excel and build career.
 Provide growth opportunity to all stakeholders including Stockists, distributors, retailers,
suppliers, etc.
 Be a debt free company, as far as possible
 Enhance shareholders net worth
 Contribute for social causes.
Restaurants

 Haldiram’s Kherki Daula Gurgaon

Village-Kherki Daula, Delhi-Jaipur highway,

NH-8 Gurgaon (Haryana) -122001

 Haldiram’s Bhiwadi V Square Mall

V- Square Mall, 1st Milestone, Alwar by pass road,

Bhiwadi, Rajasthan-301019

 Haldiram’s Hans Resort,Rewari

Hans Resort, Rewari – Haryana National Highway-8

(Delhi- Jaipur)- 123401

 Haldiram’s Sahara Mall Gurgaon

Ground Floor, Sahara Mall, M.G. Road,

Gurgaon (Haryana)-122001

 Haldiram’s MGF Mall Gurgaon

3rd Floor, MGF Mall, M.G. Road,

Gurgaon 122001

 Haldiram’s Ambience Mall, Gurgaon

3rd Floor, Shop no: 309,310 Ambience Mall,

Delhi Jaipur Highway NH-8 (Next to Toll Plaza),

Gurgaon-122001
 Haldiram’s Cyber Hub
DLF CYBER CITY Developers limited,

shop no. 114,115,116, First Floor Cyber Hub

Gurgaon –HARYANA

 Haldiram’s Omaxe City mall, Gurgaon

Shop no.:- A-23,B-23 Omaxe City Centre mall,

sector -49 Sohna Road Gurgaon -122001

 Haldiram’s Fortis Hospital, Gurgaon

Fortis Hospital, Near Huda Metro station,

Gurgaon-122001

 Pacific Mall
Tagore Garden, Main Najafgarh Road,

New Delhi – 18

 Jwala Heri
ARSS Mall, Opp. Jwala Heri Market,

New Delhi – 63

 Chandni Chowk
1454/2 – Fountain Chowk, Chandni Chowk, Delhi- 6

 Moti Nagar
17 A, Najafgarh Road, Moti Nagar, New Delhi – 15
 CP
L – 6/7, Outer Circle, CP,

New Delhi – 110001

 Pitampura
D-Mall, Netaji Subhash Place, Delhi – 34

 Rohini
D-Mall, Plot No. 1 B/ 5, Twin District Center,

Sec. 10, Rohini, New Delhi – 85

 Tilak Nagar
B.K. Jewellery House, 4 B/16,

Opposite Tilak Nagar Police Station,

New Delhi – 18

 Haldiram’s Sonipat
Village – Kamaspur, 45 Milestone GT Karnal road,

Near Bharat Petroleum, Sonipat.

 Haldiram’s ZeerakPur
Agr Hospitality Pvt Ltd, 58-City Centre, G.T Road,

Chandigarh Ambala Highway,

Opp Glass Palace, Dera Bassi, Zirakpur Punjab.

 Haldiram’s Janakpuri
 Plot no. G-10, 11, Unity One Mall,

near Janakpuri West Metro Station

 Haldiram’s Panipat
Unity 1 Mall, Panipat

 Haldiram’s Karnal
CHD, Daana Paani

 Youth Plaza
H-1-A/24 , Youth Plaza ,

Sector 63 , Noida

 Shipra Mall
Shop no. 52,Desk No.57 ,

lower GF , Shipra mall ,

Indrapuram ,Ghaziabad

 Angel Mall
Angel mega mall,

Plot no. CK-1, Kaushambi, Ghaziabad

 Dilshad Garden
G-3, Dilshad Garden metro station, Delhi

 Cross River Mall (CRM)

Shop no. 42-48,
 Plot no. 9B & 9C,

Cross River Mall, Near karkarduma court,

Shahdara, Delhi – 110032

 Spice Mall
109-109 Spice World mall,

Sector- 25 A , Noida

 Center Stage Mall (CSM)

L-1, Shop no. 1,2, 20 & 20A,

Center Stage Mall, sector 18 Noida

 MSX Mall
B-4/4, MSX Mall,

Suraj pur, Greater Noida

 World squre Mall (WSM)

160 , World Squre Mall ,

Katori Mill ,Mohan Nagar crossing,Ghaziabad

 Haldiram’s Khatauli (UP)

Namaste Midway ,

104 km Mile stone NH-58 Mansurpur -251203,

District Muzzafar Nagar U.P Khatauli.

 EDM Mall
3rd Floor, Food Court,

East Delhi Mall

 Akshardham
Parsvnath Mall, Akshardham Metro Station

 H08
B-1/H-8, Mohan Co-operative Industrial Estate ,

Main Mathura Road, New Delhi- 110044

 Lajpat Nagar
45, Ring Road, Lajpat Nagar- II,

New Delhi- 110024

 DLF Vasant Kunj

FC-6, DLF Food Court,

DLF Place, Vasant Kunj, New Delhi

 DLF Saket
FC-12, DLF Food Court,

DLF Saket, New Delhi

 Sarojini Nagar
Shop No- 31 & 103,

DLF South Square Mall,

 Sarojini Nagar, New Delhi- 110026

 Apollo
Apollo Hospital, Sarita Vihar,

Mathura Road, New Delhi

 Airport
Terminal 3 (Arrival & Departure) ,

Airport 1-D, IGI Airport (3 Outlets)

 Faridabad
GF-69-B/UGF-48,

Parshavnath City Mall,

Sector-12, Faridabad- 121007

 Crown Interior FBD

RSM-01, LGF, Crown Interiorz Mall,

12/7, Sector-35, NH-2, Faridabad-121003

Pandemic

Haldiram’s has launched #HaldiramsCare campaign to promote social distancing for people
visiting their favourite and reliable food restaurant outlet.

The campaign has been created by Option Designs and is focused on ensuring customer safety
by promoting social distancing on the ground level that has been launched at the Haldiram’s
outlets.

Being at service of the customers, Haldiram’s wanted to make a responsible comeback post
lockdown that prioritises the health and safety of the customers where the employees and
customers form the intricate part of the endeavour so that latter can indulge in their favourite
delicacy while abiding by the measures necessary for social distancing.

The brand promises to take care of the consumers’ hunger as well as the health with secure
delivery counters and seating area. Through the tagline “Delicious bhiDooriyaanbhi” the brand
emphasizes on the seating arrangement where consumers are requested and restricted to maintain
6 feet distance from individuals to create a temporary practice of social distancing for the safe
dining experience and to maintain the permanent love of Haldiram’s.

The brand committed to safety & hygiene since 1937caters to customers’ hunger while not losing
out on their hygiene. Therefore, in the light of menace created by novel coronavirus, Haldiram’s
has efficiently incorporated all the hygiene protocols to provide the visitors/consumers with safe
and healthy experience on their every visit. ‘Customer Safety is our first priority’, being the
motto, stringent food safety measures have been adopted while focusing on every possible
precaution to provide the customers with the hygienic environment along with super safe
delivery.

“Through the campaign, we wanted to convey Haldiram’s sensitivity towards its consumer's
health while establishing it as a brand that stands firm to its promises of fulfilling the customer’s
expectations,” said Rahul Gandhi, the managing director of Option Designs.

The packaging of food is minutely accessed where all the items are sealed with utmost safety and
ensures that the staff also maintains their hygiene by washing hands every 30 minutes.
Rajat Rastogi,Manager Marketing, Haldiram’s, says: “With the coming in of unlock, consumers
are wanting to restart life but are hesitant against the heightened health concern. AtHaldiram’s,
we understand this ‘new normal’ situation and have accordingly reoriented ourselves by
introducing relevant solutions for our customers. Our new campaign highlighting the social
distancing along with the favourite food restaurants reassures the customers that by following
#HaldiramsCare safety protocols they can entertain themselves to quality food experience in a
safe environment.”

Haldiram's offered a wide range of products to its customers. The product range included namkeens,
sweets, sharbats5, bakery items, dairy products, papad6 and ice-creams (See Exhibit I for details
of product range). However, namkeens remained the main focus area for the group contributing
close to 60% of its total revenues. By specializing in the manufacturing of namkeens, the
company seemed to have created a niche market.

Haldiram's sought to customize its products to suit the tastes and preferences of customers from
different parts of India. It launched products, which catered to the tastes of people belonging to
specific regions. For example, it launched 'Murukkus,' a South Indian snack, and 'Chennai
Mixture' for south Indian customers.

Similarly, Haldiram's launched 'Bhelpuri,' keeping in mind customers residing in western India.
The company offered certain products such as 'Nazarana,' 'Panchratan,' and 'Premium' only
during the festival season in gift packs. These measures helped Haldiram's compete effectively
in a market that was flooded with a variety of snack items in different shapes, sizes and flavors.

Haldiram's offered its products at competitive prices in

order to penetrate the huge unorganized market of
namkeens and sweets. The company's pricing strategy
took into consideration the price conscious nature of
consumers in India.

Haldiram's launched namkeens in small packets of 30 grams, priced as low as Rs.5. The
company also launched namkeens in five different packs with prices varying according to their
weights (Refer Table I). The prices also varied on the basis of the type of namkeens and the raw
materials used to manufacture it. The cost of metallized packing7 also had an impact on the
price, especially in the case of snack foods. The company revised the prices of its products
upwards only when there was a steep increase in the raw material costs or additional taxes were
imposed.

Haldiram's developed a strong distribution network to ensure the widest possible reach for its
products in India as well as overseas. From the manufacturing unit, the company's finished goods
were passed on to carrying 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. C&F agents received a commission of
around 5%, while distributors earned margins ranging from 8% to 10%. The retail outlets earned
margins ranging from 14% to 30%. At the retail outlet level, margins varied according to the
weight of packs sold.

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.

Below is the pricing strategy in Haldirams marketing strategy:

Haldirams follows a competitive pricing strategy in order to compete with huge unorganised
snacks and sweet sector in India.

Haldirams charge a minimal premium owing to the branded and well packaged products. They
give a huge importance to good presentation and lively packaging as a way of differentiation
from other non-branded unorganised products and thus demand a premium for it. But since
the premium is so small that consumers usually don’t mind given the trusted high-quality
products. At the same Haldirams, they keep prices slightly lower than other branded
competitors like Bikaji, Lehar, Bikano etc. Thus competitive pricing is the backbone of its
marketing mix business strategy. To charm the more price sensitive customers, Haldirams has
come up with small one-time consumption packages of 40gms which are priced at Rs.10 for its
most famous Bhujia sev under the namkeen category. 150gms packs are priced at Rs.35, family
consumption packs of 350gms and 1 kg are priced at Rs.80 and Rs.210 respectively for the same
product.

Following is the distribution strategy in the Haldirams marketing mix:

Haldirams owns three manufacturing facilities- Haldirams Manufacturing in Delhi, Haldirams

Bhujiawala in Kolkata and Haldirams Foods in Nagpur. The Haldirams Snacks and Ethnic Foods
in Delhi had earnings of Rs.2,000+ crores from the northern region. Haldirams also has
restaurants at Nagpur and in Delhi. The three restaurant formats under which they operate are
— casual dining, quick service restaurants (QSR) and kiosks. There are more than 40 restaurants
in Delhi and Delhi NCR alone and all of them are hugely successful. The company is planning to
expand in the south India using a franchise-based model. Haldirams has a strong network for
distribution of its products in India and abroad.

The network is well defined and structured- finished goods from the manufacturing units are
passed on to distributors via Carrying and Forwarding agents, which in turn ship the products to
retailers.

The promotional and advertising strategy in the Haldirams marketing strategy is as follows:

Haldirams never followed an aggressive marketing strategy, but let the products speak for
themselves by strong point-of-sale promotional practices. They also benefitted from huge loyal
customer base and word of mouth promotions. But owing to recent rise in competition,
Haldirams has now come up with small 30 seconds YouTube ads to target the urban and
international customers. It also does city-level promotions using colourful hoardings and
posters. In 2015, Haldirams tied up with a Bollywood movie “Prem Ratan Dhan Payo” and
launched a contest for promotions. New packs were also launched with pictures of characters
from the movie. Haldirams focuses more on the point of purchase advertising and uses special
racks for its products in the retail shops. It also boasts a lot of awards and recognition including
India's Most Trusted Brand (2003) and top brand in the ready-to-eat snack food category. It is a
member of various international food associations like Snack Food Association, Virginia(USA),
European Snack Association, London (UK) and International Association Of Amusement Park
Attractions in Alexandria (USA). Hence this concludes the marketing mix of Haldirams.

Haldirams is the second largest Indian food brand after Parle and has been recognized as a Star
Export House by the Directorate General of Foreign Trade, a department of Government of
India. Haldirams was established in 1937 as a small sweet and namkeen shop in Bikaner,
Rajasthan. It rose to prominence because of its classic and authentic bikaneri bhujia namkeen
and was named Haldirams Bhujiawala.

Shri Shivkisan Agrawal, the founder of Haldirams had a great vision for the company and in the
1990’s, the manufacturing was split between three manufacturing facilities at Delhi, Kolkata
and Nagpur. The Indian snack major is valued at Rs.5000 crores today and is twice the size of
Hindustan Unilever's packaged food division.
Haldiram Snacks Pvt. ltd. Top Contacts

Name Job Title/Designation

Rouble Kataria Vice President- Innovations & Training

R D Mishra It Head

Rajnish Puri Area Manager

Adesh Tyagi Administrative Manager

Ankush Sharma Brand Manager

Pawan Kumar Retail Operations Manager

Aziz Khan Dgm I.t.

Nikhil Gupta Group Head - Human Resources

Manish Mittal Supply Chain Manager

Gaurav Mahajan Head Marketing & Sales

Tarun Vijh Head Of Information Technology

Gaurav Mahajan Head Marketing & Sales

Rajat Rastogi Retail Marketing & Brand Manager

Narayan Papola Vp Operations

Taste of India
Three Philadelphia University students are continuing to explore new opportunities for food
system business models in Philadelphia and India following a six-day trip to Delhi and Mumbai.

Students Myeshia Townsend, Andrienne Remener and Julianne Allman, accompanied by

associate professor Natalie Nixon, collaborated with six students at ERA Business School in
Delhi and four students at Welingkar College in Mumbai to research, interview experts and
observe the Indian manufacturing and street food systems. The trip was part of a course called
Opportunity Finding in Emerging Markets.

The students are now in the discovery phase of the project, collaborating with students in India
via Skype and Google Hangouts. On their trip, their research led them to discover “pain points,”
or problems, with the food systems, which will inform projects for proposed business
opportunities.

While in Delhi, the students visited Haldiram’s, a major Indian snack-food company, talked to
employees and interviewed the director of quality control. They learned how the company
evolved from a small business to a large-scale sweets and snacks manufacturer.

The students also conducted ethnographic observations at two open-air markets to learn about
how people access their food. “India is known for having one of the most ancient forms of
commerce — the bazaar — and so they saw the diversity of products that were out there,” says
Nixon.

Allman was surprised to see how familiar some things were on their trip. “I didn’t realize it was
more of a food court-style system, like we would see here in the United States at malls,” she
says.

In Mumbai, the students focused on the dabbawallah system, where bicycle riders transport
homemade lunches from their spouses to workers at their jobs, then deliver the lunchboxes back
to the customers’ homes. Students interviewed the head of the dabbawallah association and
visited three customers. Bicycle riders apply to become part of the dabbawallah association and
own a stake in the company.
Remener was interested in the importance of home-cooking in India. “Here in the U.S., people
focus a lot less on home-cooking. So if that existed in the U.S., it would probably be like a
restaurant-delivery system, which we already have,” she says.

Nixon explains that students used ethnography and design thinking for their projects. “This style
of understanding business opportunity by using ethnography [and] design thinking is something
that is becoming more relevant. We saw that there are majors in India at some of the schools that
utilize a more integrated approach — qualitative and quantitative research,” she says.

Expansion Plans

The company for the first time has taken the franchise route to expand its business, which will
eventually help the brand to grow manifolds.

Taking the legacy forward, Haldiram’s is now gearing up with massive expansion plans. 
Efficiently operating through offices in Mumbai, Bangalore, Chennai and 10 outlets in Nagpur,
Haldiram’s is inviting citywise master franchisees across Southern India region for its various
formats.

Haldiram’s operates in three formats, casual dining, quick service restaurants and Kiosk.

The company is looking for master franchisee owners who can successfully introduce or develop
F & B or retail concept and capability to roll out minimum 5 restaurants  and 1 warehouse in
territory allocated to them in the first 2-3 years of operations. Franchisee would pay fee of Rs. 1
Cr for city rights to build 5 restaurants.

Gaurav Marya, Chairman, Franchise India said, “We are delighted to be associated with
Haldiram’s. We are hopeful that our extended support will help the business to grow manifolds.
We believe in creating a platform which bridges the gap between the brand and its patron.”

Adding to it Neeraj Agarwal, Managing Director-Haldiram’s said, “Our association with

Franchise India seems a fruitful act towards business expansion across India. We look forward
for positive results. Franchise India will help us in exploring business opportunities for our brand
and we are confident that this is going to be a great value proposition for our company and our
business buyers.”

He further added,” Haldiram so far adopted company owned stores but now that each stores has
reached a maximum potential sales per day, the group plans aggressively to grow further by
entering key markets in south and west India only.  We want to invite master franchisees for
Haldiram’s growth and expansion in these regions.

Popular snack brand Haldiram's is likely to launch its initial public offer (IPO) in the next two-
three years, its Chairman Manohar Lal Agrawal revealed.

In an interview with CNBC-TV18, Agarwal discussed about Haldiram's expansion plans and a
potential entry into Dalal Street.

He also added the company will have to increase prices further due to inflation as there is no
other alternative.

"Due to soaring inflation, almost everything is costlier - from transportation and fuel to raw
materials. The cost of edible oil is almost double now, but we have managed to hike prices only
by 10-20 percent," said Agarwal.

The 80-year-old snack brand Haldiram, which started as a small snack shop in Bikaner has now
become a billion-dollar entity.

Haldiram is currently run by third-generation brother’s Shiv Kishan Agarwal, Manohar Lal and
Madhusudan Agarwal.

Haldiram's has over 70 sweet and salty snacks products and even restaurants operating in Delhi
and Nagpur.

"Our plan is to expand on retail front with restaurants so that customers can come and eat fresh
food. We have 100 restaurants in Delhi and 30-40 in Nagpur. We plan to expand our retail
outlets in India and simultaneously in global markets," 
India's food ecosystem offers big opportunities for investments growth in the food retail sector,
encouraging economic policies and attractive fiscal incentives. The Food & Grocery market of
India holds sixth position in the world. Food & Grocery retail market in India covers almost 65%
of the total retail market in India.

The Government of India along with the Ministry of Food Processing Industries (MoFPI) taking
allnecessary steps to boost investments in the food processing sector. The government has
authorized42 Mega Food Parks (MFPs) to be set up along the country under the Mega Food Park
Scheme. Atpresent, 17 Mega Food Parks have become functional.Food processing plays
veryimportant role in linking Indian farmers withcustomers in internationaland domestic market.
The Ministry of Food Processing Industries (MoFPI) istaking all necessary stepsto increase
investments across the value chain. The industry consist of approximately 1.85millionheads in
around 39,748 registered units with fixed capital of $ 32.75 billion and aggregateoutput of
around $ 158.69 billion. Key industry constituting the Food processing industry are,edibleoils,
grains, sugar, dairy products and beverages.The core sub-segments of the Food Processing sector
in India are:, Dairy,Fruits & Vegetables ,PoultryFisheries & Meat processing , Food retail etc.

The supply chain manager tries to minimize shortages and keep costs down. The job is not only
about logistics and purchasing inventory. According to Salary.com, supply chain managers
“oversee and manage overall supply chain and logistic operations to maximize efficiency and
minimize the cost of organization's supply chain."

Productivity and efficiency improvements can go straight to the bottom line of a company. Good
supply chain management keeps companies out of the headlines and away from expensive recalls
and lawsuits. In SCM, the supply chain manager coordinates the logistics of all aspects of the
supply chain which consists of the following five parts.
To get the best results from SCM, the process usually begins with planning to match supply
with customer and manufacturing demands. Firms must predict what their future needs will be
and act accordingly. This relates to raw materials needed during each stage of manufacturing,
equipment capacity and limitations, and staffing needs along the SCM process. Large entities
often rely on ERP system modules to aggregate information and compile plans.

Efficient SCM processes rely very heavily on strong relationships with suppliers. Sourcing
entails working with vendors to supply the raw materials needed throughout the manufacturing
process. A company may be able to plan and work with a supplier to source goods in advance.
However, different industries will have different sourcing requirements. In general, SCM
sourcing includes ensuring:

 the raw materials meet the manufacturing specification needed for the production of
goods.
 the prices paid for the goods are in line with market expectations.
 the vendor has the flexibility to deliver emergency materials due to unforeseen events.
 the vendor has a proven record of delivering goods on time and in good quality.

Supply chain management is especially critical when manufacturers are working with
perishable goods. When sourcing goods, firms should be mindful of lead time and how well a
supplier can comply with those needs.

At the heart of the supply chain management process, the company transforms raw materials by
using machinery, labor, or other external forces to make something new. This final product is
the ultimate goal of the manufacturing process, though it is not the final stage of supply chain
management.

The manufacturing process may be further divided into sub-tasks such as assembly, testing,
inspection, or packaging. During the manufacturing process, a firm must be mindful of waste or
other controllable factors that may cause deviations from original plans. For example, if a
company is using more raw materials than planned and sourced for due to a lack of employee
training, the firm must rectify the issue or revisit the earlier stages in SCM.
Products

 Haldiram
Dal Biji
 All in One
 Alu Bhujia
 Badam
Halwa
 BANANA
Wafers
 Mast Chaat
Namkeen
 Bhavnagri
Gathiya
 Bhelpuri
 Bhujia Sev
 Cham
Cham
 Chana
Choor
 Chana Nut
 Chana
Cracker
 Chatpata
Dal
 Chocolate
Soan Papdi
 Coconut
Soan Papdi
 Cornflakes
 Diet
Chiwda
 Dry Fruit
 Mix
 Falahari
Chivda
 Fatafat
Bhel
 Gol
Kachori
 Gulab
Jamun
 Halke
Fulke
 Kaju
Namkeen
 Kaju
Masala
 Kashmiri
Dal
 Kesar
Rasbhari
 Khari
Boondi
 Khara
Boondi
 Khatta
Meetha
 Lahsun
Sev
 Lemon
Bhel
 Masala
Chana
 Moong
Daal
 Masala
Peanut
 Masala
Thick Sev
 Mathri
 Mini
Bhakarwad
i
 Mini
Samosa
 Methi
Gathiya
 Mixture
 Moong
Daal
 Murukku
 Namkeen
Peanut
 Navaratan
Mix
 Nimboo
Masala
 Orange
Soan Papdi
 Panchratan
Mix
 Punjabi
Tadka
 Papad
Bikaneri
 Rajbhog
 Rasmalai
 Rasgulla
  Ratlami
Sev
 Soan Cake
 Taka Tak
 Taka Tak
Tomato
 Tangy
Tomato
 Tasty Nuts
 Vermicelli
 Roasted
Vermicelli
 Yellow
Banana

Market Segmentation
 Market segmentation is a marketing concept which divides the complete market set up into
smaller subsets comprising of consumers with a similar taste, demand and preference.
 A market segment is a small unit within a large market comprising of like minded
individuals.
 One market segment is totally distinct from the other segment.
 A market segment comprises of individuals who think on the same lines and have similar
interests.
 The individuals from the same segment respond in a similar way to the fluctuations in the
market.

Basis of Market Segmentation

 Gender
 The marketers divide the market into smaller segments based on gender. Both men and
women have different interests and preferences, and thus the need for segmentation.

Organizations need to have different marketing strategies for men which would obviously
not work in case of females.

A woman would not purchase a product meant for males and vice a versa.

The segmentation of the market as per the gender is important in many industries like
cosmetics, footwear, jewellery and apparel industries.

 Age Group

Division on the basis of age group of the target audience is also one of the ways of market
segmentation.

The products and marketing strategies for teenagers would obviously be different than
kids.

Age group (0 - 10 years) - Toys, Nappies, Baby Food, Prams

Age Group (10 - 20 years) - Toys, Apparels, Books, School Bags
Age group (20 years and above) - Cosmetics, Anti-Ageing Products, Magazines, apparels
and so on

 Income

Marketers divide the consumers into small segments as per their income. Individuals are
classified into segments according to their monthly earnings.

The three categories are:

High income Group

Mid Income Group
Low Income Group

Stores catering to the higher income group would have different range of products and
strategies as compared to stores which target the lower income group.
 Pantaloon, Carrefour, Shopper’s stop target the high income group as compared to Vishal
Retail, Reliance Retail or Big bazaar who cater to the individuals belonging to the lower
income segment.

 Marital Status

Market segmentation can also be as per the marital status of the individuals. Travel
agencies would not have similar holiday packages for bachelors and married couples.

 Occupation

Office goers would have different needs as compared to school / college students.

A beach house shirt or a funky T Shirt would have no takers in a Zodiac Store as it caters
specifically to the professionals.

Types of Market Segmentation

 Psychographic segmentation

The basis of such segmentation is the lifestyle of the individuals. The individual’s attitude,
interest, value help the marketers to classify them into small groups.

 Behaviouralistic Segmentation

The loyalties of the customers towards a particular brand help the marketers to classify
them into smaller groups, each group comprising of individuals loyal towards a particular
brand.

 Geographic Segmentation

Geographic segmentation refers to the classification of market into various geographical

areas. A marketer can’t have similar strategies for individuals living at different places.

Nestle promotes Nescafe all through the year in cold states of the country as compared to
places which have well defined summer and winter season.
 McDonald’s in India does not sell beef products as it is strictly against the religious beliefs
of the countrymen, whereas McDonald’s in US freely sells and promotes beef products.

At the market place the sellers sell their goods to the consumers (buyers) in exchange of
money.

Let us go through the following examples:

Nokia offers wide range of handsets for both males as well as females.

The handset for females would be sleeker and more colourful as compared to sturdy handsets for
males. Males generally do not prefer stylish handsets.

The organizations can’t have similar products for all individuals.

Perfumes and deodorants for females have a sweet fragrance whereas perfumes for males have a
strong fragrance.

A marketer can’t have similar strategies for all consumers.

The process of creating small segments comprising of like minded individuals within a broad
market refers to market segmentation. Market segmentation helps in the division of market into
small segments including individuals who show inclination towards identical brands and have
similar interests, attitudes and perception.

Not all individuals have similar needs. A male and a female would have varied interests and
liking towards different products. A kid would not require something which an adult needs. A
school kid would have a different requirement than an office goer. Market Segmentation helps
the marketers to bring together individuals with similar choices and interests on a common
platform.

 Market Segmentation helps the marketers to devise appropriate marketing strategies and
promotional schemes according to the tastes of the individuals of a particular market
 segment. A male model would look out of place in an advertisement promoting female
products. The marketers must be able to relate their products to the target segments.
 Market segmentation helps the marketers to understand the needs of the target audience
and adopt specific marketing plans accordingly. Organizations can adopt a more focussed
approach as a result of market segmentation.
 Market segmentation also gives the customers a clear view of what to buy and what not
to buy. A Rado or Omega watch would have no takers amongst the lower income group
as they cater to the premium segment. College students seldom go to a Zodiac or Van
Heusen store as the merchandise offered by these stores are meant mostly for the
professionals. Individuals from the lower income group never use a Blackberry. In
simpler words, the segmentation process goes a long way in influencing the buying
decision of the consumers.
An individual with low income would obviously prefer a Nano or Alto instead of
Mercedes or BMW.

 Market segmentation helps the organizations to target the right product to the right
customers at the right time. Geographical segmentation classifies consumers according to
their locations. A grocery store in colder states of the country would stock coffee all
through the year as compared to places which have defined winter and summer seasons.
 Segmentation helps the organizations to know and understand their customers better.
Organizations can now reach a wider audience and promote their products more
effectively. It helps the organizations to concentrate their hard work on the target
audience and get suitable results.

Steps in Market Segmentation

1. Identify the target market

 The first and foremost step is to identify the target market. The marketers must be very clear
about who all should be included in a common segment. Make sure the individuals have
something in common. A male and a female can’t be included in one segment as they have
different needs and expectations.

Burberry stocks separate merchandise for both men and women. The management is very
clear on the target market and has separate strategies for product promotion amongst both
the segments.

A Garnier men’s deodorant would obviously not sell if the company uses a female model to
create awareness.

Segmentation helps the organizations decide on the marketing strategies and promotional
schemes.

Maruti Suzuki has adopted a focused approach and wisely created segments within a large
market to promote their cars.

Lower Income Group - Maruti 800, Alto

Middle Income Group - Wagon R, Swift, Swift Dzire, Ritz
High Income Group - Maruti Suzuki Kizashi, Suzuki Grand Vitara

Suzuki Grand Vitara would obviously have no takers amongst the lower income group.

The target market for Rado, Omega or Tag Heuer is the premium segment as compared to
Maxima or a Sonata watch.

2. Identify expectations of Target Audience

Once the target market is decided, it is essential to find out the needs of the target audience.
The product must meet the expectations of the individuals. The marketer must interact with
the target audience to know more about their interests and demands.

Kellogg’s K special was launched specifically for the individuals who wanted to cut down
on their calorie intake.

Marketing professionals or individuals exposed to sun rays for a long duration need
something which would protect their skin from the harmful effects of sun rays. Keeping this
 in mind, many organizations came with the concept of sunscreen lotions and creams with a
sun protection factor especially for men.

3. Create Subgroups

The organizations should ensure their target market is well defined. Create subgroups within
groups for effective results.

Cosmetics for females now come in various categories.

1. Creams and Lotions for girls between 20-25 years would focus more on fairness.
2. Creams and lotions for girls between 25 to 35 years promise to reduce the signs of
ageing.
4. Review the needs of the target audience

It is essential for the marketer to review the needs and preferences of individuals belonging
to each segment and sub-segment. The consumers of a particular segment must respond to
similar fluctuations in the market and similar marketing strategies.

5. Name your market Segment

Give an appropriate name to each segment. It makes implementation of strategies easier.

A kids section can have various segments namely new born, infants, toddlers and so on.

6. Marketing Strategies

Devise relevant strategies to promote brands amongst each segment. Remember you can’t
afford to have same strategies for all the segments. Make sure there is a connect between the
product and the target audience. Advertisements promoting female toiletries can’t afford to
have a male model, else the purpose gets nullified.

A model promoting a sunscreen lotion has to be shown roaming or working in sun for the
desired impact.

7. Review the behavior

 Review the behavior of the target audience frequently. It is not necessary individuals would
have the same requirement (demand) all through the year. Demands vary, perceptions
change and interests differ. A detailed study of the target audience is essential.

8. Size of the Target Market

It is essential to know the target market size. Collect necessary data for the same. It helps in
sales planning and forecasting.

Elements of Marketing Mix

The elements of marketing mix are often called the four P’s of marketing.

1. Product

Goods manufactured by organizations for the end-users are called products.

Products can be of two types - Tangible Product and Intangible Product (Services)

An individual can see, touch and feel tangible products as compared to intangible products.

A product in a market place is something which a seller sells to the buyers in exchange of
money.

2. Price

The money which a buyer pays for a product is called as price of the product. The price of a
product is indirectly proportional to its availability in the market. Lesser its availability,
more would be its price and vice a versa.

Retail stores which stock unique products (not available at any other store) quote a higher
price from the buyers.

3. Place

Place refers to the location where the products are available and can be sold or purchased.
Buyers can purchase products either from physical markets or from virtual markets. In a
physical market, buyers and sellers can physically meet and interact with each other whereas
in a virtual market buyers and sellers meet through internet.
4. Promotion

Promotion refers to the various strategies and ideas implemented by the marketers to make
the end - users aware of their brand. Promotion includes various techniques employed to
promote and make a brand popular amongst the masses.

Promotion can be through any of the following ways:

1. Advertising

Print media, Television, radio are effective ways to entice customers and make them
aware of the brand’s existence.

Billboards, hoardings, banners installed intelligently at strategic locations like heavy

traffic areas, crossings, railway stations, bus stands attract the passing individuals
towards a particular brand.

Taglines also increase the recall value of the brand amongst the customers.

2. Word of mouth

One satisfied customer brings ten more customers along with him whereas one dis-
satisfied customer takes away ten more customers. That’s the importance of word of
mouth. Positive word of mouth goes a long way in promoting brands amongst the
customers.

Lately three more P’s have been added to the marketing mix. They are as follows:

 People - The individuals involved in the sale and purchase of products or services come
under people.
 Process - Process includes the various mechanisms and procedures which help the product
to finally reach its target market
 Physical Evidence - With the help of physical evidence, a marketer tries to communicate
the USP’s and benefits of a product to the end users
Four C’s of Marketing Mix

Now a days, organizations treat their customers like kings. In the current scenario, the four C’s
has thus replaced the four P’s of marketing making it a more customer oriented model. Koichi
Shimizu in the year 1973 proposed a four C’s classification.

 Commodity - (Replaces Products)

 Cost - (Replaces Price) involves manufacturing cost, buying cost and selling cost
 Channel - The various channels which help the product reach the target market.
 Communication - (Replaces Promotion)

Target Marketing refers to a concept in marketing which helps the marketers to divide the
market into small units comprising of like minded people. Such segmentation helps the
marketers to design specific strategies and techniques to promote a product amongst its target
market. A target market refers to a group of individuals who are inclined towards similar
products and respond to similar marketing techniques and promotional schemes.

Kellogg’s K Special mainly targets individuals who want to cut down on their calorie intake. The
target market in such a case would be individuals who are obese. The strategies designed to
promote K Special would not be the same in case of any other brand say Complan or Boost
which majorly cater to teenagers and kids to help them in their overall development. The target
market for Kellogg’s K Special would absolutely be different from Boost or Complan.

Jordan, a college student went to a nearby retail store to purchase a shirt for himself. The retailer
tried hard to sell a nice formal shirt to him, but somehow could not convince Jordan. Jordan left
the store sad and empty handed.

Where do you think is the problem ?

The problem is neither with Jordon nor the shirt. The retailer in this case failed to understand that
Jordan, being a college student, was not the target audience for the formal shirt. No amount of
convincing helped as the retailer was targeting the wrong audience. The target market for a
formal shirt would be office goers or professionals. Funky T shirts, casual shirts would have
worked better for Jordon.

The target market for Zodiac Clothing Company Limited or Louis Philippe would be the office
goers whereas the target market for Levi’s would be the school and college kids.

The target market for Cat moss or Giny and Jony would be kids.

In simpler words, target market consists of like-minded individuals for whom an organization
can afford to have similar strategies, promotional schemes and advertisements to entice them and
prompt them to purchase the product. Once a company decides on its target audience, it
implements various promotional strategies to make a brand popular amongst them.

Basis of Target Marketing

 Age
 Gender
 Interests
 Geographic location
 Need
 Occupation

Why target marketing? (Need of Target Marketing)

 Organizations can use similar kind of strategies to promote their products within a target
market.
 They can adopt a more focussed approach in case of target marketing. They know their
customers well and thus can reach out to their target audience in the most effective way.

How to create Target Market

 The organization must first decide who all individuals would fit into a particular segment.
A male and a female can’t be kept in the same segment. The first and the foremost step is
to decide on the target market.
 The next step is to identify need and preference of the target market. It is essential to find
out what the target market expects from the product.
  Once the target market is decided, organizations can decide on the various strategies
helpful to promote their product.

It is essential for the organizations or marketers to identify the set of people whom they want to
target ?. Marketers must understand the needs and expectations of the individuals to create its
target market.

The target audience must have similar needs, interests and expectations.

Similar products and brands should entice the individuals comprising the target market.

Same taglines and advertisements attract the attention of the target audience and prompt them to
buy.

To select a target market, it is essential for the organizations to study the following factors:

 Understand the lifestyle of the consumers

 Age group of the individuals
 Income of the consumers
 Spending capacity of the consumers
 Education and Profession of the people
 Gender
 Mentality and thought process of the consumers
 Social Status
 Kind of environment individuals are exposed to

Always remember you would never be successful if you try to impress everyone. Be specific

Identify individuals who show similar characteristics. Put them in one group to create target
market within a broad market.

Let us go through the below example:

Why do people use soaps ?

Some would use it against body odour
Some would use it to fight germs and infections
Some for a fair and spotless skin

In the above case the product is same but the needs of the individuals are different. Consumers
have different reasons as to why they use soaps.

Target Audience 1

Against body odour - Soaps with a strong and lasting fragrance.

 Marketing professionals
 Sales Representatives
 People exposed to sun for a longer duration
 Individuals travelling by public transport

Target Audience 2

To fight germs and infections - Soaps with medicinal properties

 Individuals working in hospitals, nursing homes and research centres

 Individuals working in unhygienic conditions

Target Audience 3

For a whiter skin - Soaps which improve the skin tone of individuals.

 Teenagers
 College students

Target Audience 4

For a younger looking skin - Soaps which help get rid of wrinkles and fine lines of ageing

 Individuals between age group 30 – 50 years or above

Individuals with identical requirements form the target audience. A 20 year old girl can’t be
targeted along with someone who is 50 years old.

Online matrimony sites target young individuals aspiring to get married. The organizations strive
hard to fulfil their expectations by providing suitable matches.

Other important factors like climatic conditions and geographical locations also play an
important role in deciding the target market.

Deodorants and perfumes sell like hot cakes in humid and warm places.

Target Market for Beverages

Bournvita, Complan, Maltova, Boost - Growing kids

Soft drinks (Pepsi, Coke) - Teenagers
Fruit Juice (Real, Tropicana) - Health conscious individuals
Energy Drinks(Red bull) - Professionals, Office goers

Steps to product Positioning

Marketers with the positioning process try to create a unique identity of a product amongst the
customers.

1. Know your target audience well

It is essential for the marketers to first identify the target audience and then understand their
needs and preferences. Every individual has varied interests, needs and preferences. No two
individuals can think on the same lines.

Know what your customers expect out of you.

The products must fulfill the demands of the individuals.

2. Identify the product features

The marketers themselves must be well aware of the features and benefits of the products. It
is rightly said you can’t sell something unless and until you yourself are convinced of it.
 A marketer selling Nokia phones should himself also use a Nokia handset for the customers
to believe him.

3. Unique selling Propositions

Every product should have USPs; at least some features which are unique. The
organizations must create USPs of their brands and effectively communicate the same to the
target audience.

The marketers must themselves know what best their product can do.

Find out how the products can be useful to the end-users ?

Why do people use “Anti Dandruff Shampoo?”

Anti Dandruff Shampoos are meant to get rid of dandruff. This is how the product is
positioned in the minds of the individuals.

Individuals purchase “Dabur Chyawanprash “to strengthen their body’s internal defense
mechanism and fight against germs, infections and stress. That’s the image of Dabur
Chyawanprash in the minds of consumers.

USP of a Nokia Handset - Better battery backup.

USP of Horlicks Foodles - Healthy snack

Communicate the USPs to the target audience through effective ways of advertising. Use
banners, slogans, inserts and hoardings.

Let individuals know what your brand offers for them to decide what is best for them.

4. Know your competitors

1. A marketer must be aware of the competitor’s offerings. Let the individuals know
how your product is better than the competitors?
2. Never underestimate your competitors.
3. Let the target audience know how your product is better than others.
4. The marketers must always strive hard to have an edge over their competitors.
5. Ways to promote brands
1. Choose the right theme for the advertisement.
 2. Use catchy taglines.
3. The advertisement must not confuse people.
4. The marketer must highlight the benefits of the products.
6. Maintain the position of the brand
1. For an effective positioning it is essential for the marketers to continue to live up to
the expectations of the end - users.
2. Never compromise on quality.
3. Don’t drastically reduce the price of your products.
4. A Mercedes car would not be the same if its price is reduced below a certain level.
5. A Rado watch would lose its charm if its price is equal to a Sonata or a Maxima
Watch.

It is the responsibility of the marketers to create awareness of their products amongst the
consumers. It is essential for the individuals to be aware of the brand’s existence. The USPs of
the brands must be communicated well to the end-users.

An organization can’t afford to have similar strategies for product promotion amongst all
individuals. Not every individual has the same requirement and demand.

The marketers thus came with the concept of STP.

STP stands for:

S - Segmentation
T - Targeting
P – Positioning

1. Segmentation
 The first step in the process of product promotion is Segmentation

The division of a broad market into small segments comprising of individuals who think on
the same lines and show inclination towards similar products and brands is called Market
Segmentation.

Market Segmentation refers to the process of creation of small groups (segments) within a
large market to bring together consumers who have similar requirements, needs and
interests.

The individuals in a particular segment respond to similar market fluctuations and require
identical products.

In simpler words market segmentation can also be called as Grouping.

Kids form one segment; males can be part of a similar segment while females form another
segment. Students belong to a particular segment whereas professionals and office goers can
be kept in one segment.

2. Targeting

Once the marketer creates different segments within the market, he then devises
various marketing strategies and promotional schemes according to the tastes of the
individuals of particular segment. This process is called targeting. Once market segments
are created, organization then targets them.

Targeting is the second stage and is done once the markets have been segmented.

Organizations with the help of various marketing plans and schemes target their products
amongst the various segments.

Nokia offers handsets for almost all the segments. They understand their target audience
well and each of their handsets fulfils the needs and expectations of the target market.

Tata Motors launched Tata Nano especially for the lower income group.

3. Positioning
 Positioning is the last stage in the Segmentation Targeting Positioning Cycle.

Once the organization decides on its target market, it strives hard to create an image of its
product in the minds of the consumers. The marketers create a first impression of the
product in the minds of consumers through positioning.

Positioning helps organizations to create a perception of the products in the minds of target
audience.

Ray Ban and Police Sunglasses cater to the premium segment while Vintage or Fastrack
sunglasses target the middle income group. Ray Ban sunglasses have no takers amongst the
lower income group.

Garnier offers wide range of merchandise for both men and women.

Each of their brands has been targeted well amongst the specific market segments. (Men,
women, teenagers as well as older generation)

Men - Sunscreen lotions, Deodorant

Women - Daily skin care products, hair care products
Teenagers - Hair colour products, Garnier Light (Fairness cream)
Older Generation - Cream to fight signs of ageing, wrinkles

A female would never purchase a sunscreen lotion meant for men and vice a versa. That’s
brand positioning.

Product

The product in question which is a microwave must be tailored to the local conditions of the
market meaning that features such as reheating and warming up of residual food must be
possible. This is because both in China and India, consumers like to reheat foodstuff that has
been made earlier. Further, the product must not be too complex to handle as the average
homemaker in China and India is just getting used to electronic gadgets and hence, would not be
able to adjust themselves to too fancy products. Especially where India is concerned, the product
has to be resilient and robust because power outages are frequent and hence, the microwave
cannot be too fragile if a power outage or a tripping of power happens. Next, the product must be
manufactured for heavy usage because the typical household in China and India consists of the
extended family in addition to the nuclear family.

Price

The market segmentation for the microwave would be along the lines of upper and middle class
consumers, the aspiring consumers, and those in the rural segment that are entering the consumer
market. Therefore, the multinational would be well advised to introduce different models at
different price ranges to target each of these segments. Further, seasonal pricing and seasonal
discounts should be part of the pricing strategy as the market segments and the consumers in
them like to buy microwaves during the festival period meaning that differential pricing must be
applied. Therefore, the pricing can be divided into premium product, middle of the range
product, product for the aspiring consumer with pricing just below the middle of the range but
with similar features, and finally, pricing for the rural consumers which would entail offering
substantial seasonal discounts.

Place

This is perhaps the most important among the 4Ps as distribution and retailing in China and India
make all the difference for “white goods” such as microwaves considering the size of the
countries. To explain this further, as the countries in question are huge in landmass, there is a
need to reach and penetrate to the nooks and corners of the country and this is where the retailing
and distribution channels come into the picture. in the urban areas, provision can be made for a
chain of stores in each suburb as well as tying up with third party distributors to distribute the
product. Apart from this, another important element of the distribution strategy would be the
availability of service centers, which is important because unlike in the West where call centers
and online service centers are the norm, consumers in India and China still tend to visit the
physical centers for service.

Promotion

This element of the marketing mix has to be handled with care as the Chinese and Indian
consumers are yet to mature as far as using “white goods” are concerned. though the middle and
the upper classes have already jumped on to the consumerist bandwagon, the hinterland is yet to
fully integrate itself especially where a product like a microwave is concerned. this means that
due diligence must be done as far as promotion of the product is concerned. In India, using
movie stars and celebrities can form part of the promotions and in China, television stars and
sports personalities can be used to promote the product. Considering the high penetration of
television and cable television in particular, the promotional campaign can very well have this
medium as the focal point of its strategy. Apart from that, outdoor advertising and sales camps in
neighborhoods can be considered as well.

Haldirams SWOT Analysis, Competitors & USP

SWOT analysis of Haldirams analyses the brand by its strengths, weaknesses, opportunities &
threats. In Haldirams SWOT Analysis, the strengths and weaknesses are the internal factors
whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Haldirams to
benchmark its business & performance as compared to the competitors. Haldirams is one of the
leading brands in the food & beverages sector.

The article below lists the Haldirams SWOT, competitors and includes its target market,
segmentation, positioning & USP. Let us start the Haldirams SWOT Analysis:

SWOT Analysis of Haldirams

For Haldirams, SWOT analysis can help the brand focus on building upon its strengths and
opportunities while addressing its weaknesses as well as threats to improve its market position.

Haldirams Strengths

The strengths of Haldirams looks at the key aspects of its business which gives it competitive
advantage in the market. Some important factors in a brand's strengths include its financial
position, experienced workforce, product uniqueness & intangible assets like brand value. Below
are the Strengths in the SWOT Analysis of Haldirams :
1. Brand awareness and recall
2. Variety of products like papads, namkeens, cookies, chips, sweets, sherbets, dry fruits, etc
3. Trusted for quality and hygiene
4. Attractive and efficient packaging

5. Good supply chain ensuring availability of products

6. Aptly priced for the customers

7.Loved for its taste

8. Exported to many countries

Haldirams Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to
increase its position further. Certain weaknesses can be defined as attributes which the company
is lacking or in which the competitors are better. Here are the weaknesses in the Haldirams
SWOT Analysis:

1.Less advertising is done compared to other food brands

2.Involved only in Indian snacks
3.Outlets are limited only to mainly North India

Haldirams Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Haldirams SWOT Analysis:

1.Increase its reach in India and abroad

2.Expand the hotel business
3.Increase the number of outlets

4.Agrresively advertise and promote the brand

5.Introduce healthy snacks like fat free, low calories and baked

6.Innovate by introducing snacks catering to the youth

Haldirams Threats

The threats for any business can be factors which can negatively impact its business. Some
factors like increased competitor activity, changing government policies, alternate products or
services etc. can be threats. The threats in the SWOT Analysis of Haldirams are as mentioned:

1.Customers are inclined towards western ways, and are not interested in Indian snacks
2.Indian snacks are considered unhealthy
3.Increased competition from other brands and local players

Haldirams Competitors

There are several brands in the market which are competing for the same set of customers.
Below are the top 4 competitors of Haldirams:

1. Bikano
2. Lehar
3. Bikaji

4. Other local brands

Hence this concludes the Haldirams SWOT analysis.

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