Minor Project Report

on

MARKETING STRATEGIES AND BRAND

LOYALTY OF HALDIRAM
IN INDIA

Submitted in partial fulfillment of the requirements

for the award of the degree of

Master of Business Administration

To
Guru Gobind Singh Indraprastha University, Delhi

Under The Guidance of Submitted by

Prof. Mr. Amit Gupta Harsh Chauhan
(Associate professor) MBA-II SEM

02020803923

Bhagwan Parshuram Institute of Technology

Affiliated By Guru Gobindsingh Indraprastha University
New Delhi -110089
Batch 2023-25
 TABLE OF CONTENTS

S. NO Particulars

Chapter I
1 Introduction

2 Chapter II
LITERATURE REVIEW AND SWOT ANALYSIS

Chapter III
3 Analysis and Interpretation of Data

4 Chapter IV
Summary and Conclusion
 INTRODUCTION

INTRODUCTION TO THE TOPIC

This report provides a detailed analysis about the company. The topic undertaken is
“Marketing Strategies and Brand Loyalty of Haldiram in India''. It describes the marketing
strategies of Haldiram and the various steps that are required to increase their sales. This
report provides an in-depth analysis of Haldiram. Thereafter, the reports analyzes
Haldiram marketing strategies and in the end suggestions and recommendations are given
based on the analysis.
A marketing strategy is a process that can allow an organization its limited resources on
the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy is most effective when it is an integral component of
corporate strategy, defining how the organization will successfully engage customers,
prospects, and competitors in the market arena. It is partially derived from broader
corporate the strategies, corporate missions, and corporate goals. As the customer
constitutes the source of a company’s revenue, marketing strategy is closely linked with
sales. A key component of marketing strategy is often to keep marketing in line with a
company’s overarching mission statement.
Concept of Marketing

It is a philosophy of marketing that entails the wants and needs of a particular market.
Through the needs and wants of a market an organization can achieve its goals in terms of
revenue. Achieving the desired revenue is achieved through delivering satisfaction to a
buying market better than a competitor can.

Concept of Marketing Strategies

A market strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. A marketing Strategy should be centered on the key concept that
customer satisfaction is the main goal.
A marketing strategy is most effective when it is an integral component of corporate
strategy, defining how the organization will successfully engage customers, prospects, and
competitors in the market arena. Corporate strategies, corporate missions, and corporate
goals. As the customer constitutes the source of a company’s revenue, marketing strategy
is closely linked with sales. A key component of marketing strategy is often to keep
marketing in line with a company’s overarching mission statement.
A marketing strategy can serve as the foundation of a marketing plan. A marketing plan
contains a set specific actions required to successfully implement a marketing strategy.
For example: “Use a low-cost product to attract consumers. Once our organization, via our
low=cost product, has established a relationship with consumers, our organization will sell
additional, higher-margin products and services that enhance the consumer’s interaction
with low-cost products or services.”

strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are
generally tested for measurable results.
A marketing strategy often integrates an organization’s, marketing goals, policies, and
action sequences (tactics) into a cohesive whole. Similarly, the various strands of the
strategy, which might include advertising, channel marketing, internet marketing,
promotion and public relations, can be orchestrated. Many companies cascade a strategy
throughout an organization, by creating strategy tactics that the become strategy goals for
the next level or group. Each one group is expected to take that strategy goal and develop
a set of tactics to achieve that goal. This is why it is important to make each strategy goal
measurable.
Product

Haldiram’s offers a wide range of products to its customers. The product range includes
namkeens, sweers sharbats, bakery items, dairy products, chips, pappad and ice creams.
However, namkeens remain the main area of focus for the group as it contributes close to
60% of its total revenues. By specializing in the manufacturing in the namkeen market the
company has created a niche market. The raw material used to prepare namkeens is of the
best of quality and are sourced from all over India.
Haldiram’s customizes its products to suit the tastes and preferences of customers from
different parts of India. It launched products, which catered to the tastes 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 have helped Haldiram’s compete effectively in a market.
HALDIRAM'S HISTORY AND GROWTH IN THE INDIAN
Market Haldiram's is a renowned Indian food brand that has its roots dating back to the 1930s.
Founded in the city of Bikaner, Rajasthan, the company began as a small traditional snack shop,
known for its delectable bhujia and namkeen. Over the decades, Haldiram's has evolved into a
culinary powerhouse, expanding its product portfolio and establishing a strong presence across the
Indian subcontinent.

In the 1940s, the Haldiram family began to experiment with new recipes and techniques, introducing
innovative snack options that quickly gained popularity among local consumers. This entrepreneurial
spirit and commitment to quality laid the foundation for Haldiram's meteoric rise in the Indian
market. As the brand gained recognition, it expanded beyond its Bikaner roots, opening additional
manufacturing facilities and retail outlets across the country. The 1980s and 1990s saw Haldiram's
embark on a strategic diversification plan, venturing into the production of sweets, namkeens, and
packaged food items.

This expansion not only strengthened the brand's product offerings but also allowed it to cater to the
evolving taste preferences of Indian consumers. Driven by its focus on quality, innovation, and
customer satisfaction, Haldiram's has become a household name across India. Today, the company
operates numerous manufacturing plants, distribution centers, and retail outlets, ensuring its products
are widely available and accessible to consumers throughout the country. With a strong emphasis on
traditional Indian flavors and a commitment to using high-quality ingredients, Haldiram's has
successfully positioned itself as a trusted and beloved brand in the Indian food industry. Haldiram's
remarkable growth story is a testament to its ability to adapt to changing market dynamics, anticipate
customer needs, and deliver products that consistently meet the expectations of its loyal customer
base.

As the company continues to innovate and expand its reach, it remains a shining example of the
success that can be achieved through a relentless pursuit of excellence and a deep understanding of
the Indian

Haldiram's Product Portfolio and Diversification

Haldiram's, the iconic Indian food brand, has steadily expanded its product offerings over the years,
cementing its position as a diversified conglomerate in the country's snacks and sweets market. The
company's
core product lines include traditional Indian savories, such as bhujia, namkeen, and sev, as well as an
array of sweets, including laddoos, barfis, and halwa. Savory Offerings: Haldiram's has a vast
portfolio of savory snacks, ranging from classic bhujia and namkeen to innovative variants like spicy
potato chips, masala-coated peanuts, and vegetable extruded snacks. These products cater to the
diverse taste preferences of Indian consumers, from the traditional to the contemporary.

1. Sweet Delights: Haldiram's is renowned for its wide selection of traditional Indian sweets,
such as laddoos, barfis, gulab jamuns, and halwas. The company has also introduced modern
interpretations of these classics, like dry fruit-infused laddoos and sugar-free barfis, to appeal
to health-conscious consumers.
2. Packaged Meals and Snacks: In recent years, Haldiram's has diversified its product range to
 include ready-to-eat Indian meals, frozen snacks, and instant mixes for popular dishes like
biryani and curries. This expansion into the convenience food segment has allowed
Haldiram's to cater to the evolving needs of the modern Indian consumer, who seeks quality,
authenticity, and ease of preparation.

3. Haldiram's commitment to innovation and quality has been the driving force behind its
continuous product diversification. By expanding beyond its traditional snacks and sweets,
the company has been able to maintain its relevance and appeal to a wider customer base,
solidifying its position as a leading play

Haldiram's commitment to innovation and quality has been the driving force behind its continuous
product diversification. By expanding beyond its traditional snacks and sweets, the company has
been able to maintain its relevance and appeal to a wider customer base, solidifying its position as a
leading player in the Indian food and beverage industry.

FOUNDER

Haldiram's, the popular Indian snack and sweets brand, was founded by Shri Ganga Bhishen
Agarwal. He started the business in 1937 in Bikaner, Rajasthan, India. Over the years, Haldiram's has
grown into a well-known brand not only in India but also internationally, offering a wide range of
snacks, sweets, and ready-to-eat meals., the brand expanded its product range and distribution
network, becoming one of the most renowned and trusted names in Indian snacks and sweets.
Haldiram's is known for its quality products, traditional recipes, and innovative offerings, making it a
favorite among consumers in India and abroad.
VISION

As of my last update in January 2022, Haldiram's, being a privately owned company, may not have a
publicly stated "vision" in the traditional sense that many corporations do. However, the overarching
goal of Haldiram's has been to provide high-quality, hygienic, and delicious snacks and sweets to its
customers while upholding traditional recipes and flavors. Their focus has been on expanding their
product range, ensuring customer satisfaction, maintaining food safety standards, and expanding their
presence both domestically and internationally. Haldiram's has also emphasized the importance of
innovation in their products, catering to changing consumer preferences while preserving the essence
of Indian cuisine. They have strived to be a brand that is synonymous with trust, taste, and tradition.

HISTORY
The history of Haldiram's dates back to 1937 when it was founded by Shri Ganga Bhishen Agarwal
in Bikaner, Rajasthan, India. Initially, it started as a small sweet and namkeen shop, catering to the
local population. The business gradually expanded as the quality and taste of its products gained
popularity among customers.

In the 1940s, Haldiram's started producing and selling various traditional Indian snacks and sweets,
utilizing authentic recipes and high-quality ingredients. The brand's commitment to quality and
hygiene helped it establish a strong reputation, not just in Bikaner but across Rajasthan.
Over the years, Haldiram's continued to grow, expanding its product range and distribution network.
By the 1970s and 1980s, it had become a well-known name in North India, with outlets in several
cities and towns.

In the 1990s, Haldiram's underwent significant expansion and modernization. The brand embraced
technological advancements in food processing and packaging, allowing it to scale up production and
reach new markets. This period also saw the introduction of innovative products and packaging
formats, catering to changing consumer preferences.

By the early 2000s, Haldiram's had emerged as one of India's leading snack and sweets brands, with
a presence not only in India but also in several international markets. The company diversified its
product portfolio further, introducing ready-to-eat meals, beverages, and frozen foods.
Today, Haldiram's is a household name in India and is recognized globally for its delicious snacks,
sweets, and ready-to-eat meals. It continues to expand its presence both domestically and
internationally, remaining true to its founding principles of quality, authenticity, and customer
satisfaction.
LOGO

Haldiram's logo features an image of a man carrying a large basket on his head, symbolizing the
traditional Indian way of carrying goods. The logo depicts a cultural aspect that reflects the roots of
Haldiram's as a brand deeply connected to Indian heritage and tradition.
The man depicted in the logo is often interpreted as a "Halwai" or a skilled Indian sweet maker,
representing the craftsmanship and expertise that goes into making Haldiram'sProducts. The basket
he carries may symbolize the wide variety of snacks and sweets offered by Haldiram's.While there
isn't an official documented story behind the logo's creation, it aligns with the brand's focus on
tradition, quality, and authenticity. The logo's design resonates with consumers, evoking a sense of
nostalgia and trust, which are integral aspects of Haldiram's brand identity.Overall, the logo of
Haldiram's reflects the brand's commitment to preserving Indian culinary traditions and delivering
high-quality products to its customer.
 CHAPTER-1
INTRODUCTION
HALDIRAM - is a name associated with consumers for sweets and namkeens for the past six
decades in India and abroad. It made its modest start in the beginning 1941 in Bikaner in the
State of Rajas than. Today the company has diversified into snack food, sweets, syrups, biscuits
and fast food. It is the leader in the Namkeens segment with a 70% of that total share in the
market. Haldiram's is a huge brand and has diversified its activities into various industries. The
one industry where it is the king right now is the "namkeens" industry. Hence the project mainly
focuses on studying Haldiram's namkeen division, though other areas have been briefly.
mentioned. Haldiram's offers a wide range of products to its customers. The product range
includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad and ice creams.
However namkeens remain the main area of focus for the group as it contributes close to 60% of
its total revenues. By specializing in the manufacturing in the namkeen market the company has
created a niche market. The raw materials used to prepare namkeens are of best of quality and
are sourced from all over India. The food industry in India is forever changing to suit their
consumers' palate. preference and pocket. All the players in the industry thus, have to constantly
adapt to the ever changing trends and invent and reinvent themselves to stay in the league.
Haldiram's competes on the basis of numerous factors including brand recognition due to distinct
packaging, product quality, traditional taste and authentic Indian flavor.

At the age of 12, when most children went to school, Ganga Bhishen Agarwal spent his days in
Bikaner inventing the omnipresent snack Bhujia. Soon Haldiram bhujia became irresistible to
customers. The most important changes he made to the bhujia was making it out of 'moth dal'
Moth lentils rather than besan. This amendment in delicacy changed his life overnight as moth is
very popular and easily available in Rajasthan. He also focussed on making it the fine crispy
bhujia we know today transforming it from the fat,slightly bland version from before his time.
The boy in his early days in business also demonstrated a knack for marketing by setting the
price point such that the product was more exclusive and not just considered a commodity,
selling for 5 paise a kilo as opposed to the earlier 2 paise under his grandfather Bhikharam.
Determined to take bhujia beyond the boundaries of Bikaner, they shifted base to Nagpur in
1970. Their they had opened first full-production unit to introduce a delectable variety of
savories, sweets and beverages to the market. The success of this venture led them to expand and
evolve as a brand, that is an integral part of every Indian household today. Today, the company
has three areas of operations with Delhi-based Haldiram Snacks and Ethnic Foods in the northern
region, Nagpur-based Haldiram Foods International in western and southern regions and a much
smaller Kolkata-based Haldiram Bhujiawala in the eastern region

Price Haldirams provides its goods at cheap prices in an effort to compete in the unorganized
market for sweets and namkeens. The company has established a strong distribution network to
ensure the greatest possible reach for its products in India as well as abroad. Distributors make
margins between 8% and 13%, while C&F agents receive commissions of about 5%. Retail
businesses make margins ranging from 14% to 30%.

COMPANY PROFILE
Where is it today?
Aldiram’s has 70% the total namkeen market share and is the leader in the organized sweets
market and has picked up in the snack food market of potato chips with Tak-a Tak. The company
enjoys top of the mind awareness and has a loyal customer base. The company’s exports are
growing at a very positive note and the company on a daily basis registers a 2-3% growth.
Company has bees registering a 15% growth in its total sales every year.

How did it get here?

Haldiram’s reached its strong position in the market through strict quality and taste control
measures made possible by the international infrastructure facilities made available for
production by a visionary leader Mr. Manohar Aggarwal .It has come a long way from its initial
“halwai- shop” days and is now on the road to becoming a corporate organization . It was the
first snack food manufacturer to lay such high priority on quality control and standardization .
The company does not believe in getting into the competitive rat race and is satisfied with its
current status in the industry.

Mission
“Our consistent quality , best packaging strategy, vast Market coverage and
experience have given us a cutting edge vis-à-vis our competitors . Our natural
inclination to improve our performance and quality with each passing year has taken
us way ahead of our nearest competitor .

Awards
Haldiram’s bagged the prestigious “ INTERNATIONAL AWARD FOR FOOD &
BEVERAGES” awarded by Trade Leaders club in Barcelona , Spain in 1994.
The Group has also to its credit “KASHALKAR MEMORIAL AWARD”presented
by all India Food Preservers Association (Regd.) in 1996 at its Golden jubilee
Celebration for manufacturing the best quality food products.
“BRAND EQUITY AWARD 1998” was awarded by progress Harmony
Development Chamber of commerce & Industry in recognition of creating successful
Indian Brand “HALDIRAM’S .

“BRAND EQUITY AWARD 1998” was awarded by progress Harmony

Development Chamber of commerce & Industry in recognition of creating successful
Indian Brand “HALDIRAM’S .

“MERA DELHI AWARD-2004”, for the exemplary contribution in the field of

export
Certifications

Haldiram’s has the following certifications

● ISO 9002
● HSCC

Eleven Brand Definitions

1.Product
Haldiram’s Products are traditional high-quality Indian sweets, namkeens and
snack food items at a premium yet affordable price. They were the first in India to
use state-of- art technology for manufacturing traditional Indian snack items thus
setting quality standards and improving the shelf life of the products as

2.Brand
When it comes to sweets, namkeens and food items, Haldiram’s is a name trusted across the
Indian sub-continent. It is a name associated with high quality and traditional taste .

3.Brand Name
The brand name Haldiram’s came from the owner’s fore fathers and one thing is
clear, the name has been chosen on a purely personal basis . What was chosen as a
name for the company decades ago has today revolutionized the way we look at the
ethnic snack food industry .

4.Brand Core Values

Halidiram’s brand core values are quality, taste, Variety , Traditional and very Indian .

5.Brand Character
The brand character of Haldiram’s that distinguishes it from its main competitor
FRITO LAYS is its ‘traditional India taste’.

6.Brand Personality
It is not brand alone but the manner in which the brand presents its characteristics . Haldiram’s
depicts the personality of a man, who is rooted in his tradition out of choice and not
compulsion . He is very Indian in his tastes, Choices and behavior and puts a high premium on
quality as well .

7.Brand position
This refers to the consumer’s placement of a company vis-à-vis its competitors.
Haldiram’s has also been as the second fastest growing FMCG company in India,
has 70% of the total market share in the namkeens category and is posing to be the
biggest threat to the multinational giant FRITO LAYS in the snack food market. As
far as the sweets and namkeens are concerned it is the undisputed leader in the
organized sector.
Its position in the terms of pricing is premium yet affordable . It enjoy top of the mind
recall and awareness in its target audience but this could very easily be subverted if
the company does not bring place strong branding strategies immediately .
its Positioning statement “Always in good taste” But lately the company has started
to target kids and teenagers as well with a hinglish baseline “ har zuban pe”
Haldiram’s has also gained an edge over its competitors by minimizing promotion
costs Haldiram’s once was just another sweet maker but it had moved into trained
brands by improving the quality and packaging .
Through its clever products & brilliant distribution it has moved into the star
category of brands .

When one things of a brand, the first thing that comes to the mind that remind us of
just the brand and not the features attached to it is considered as the mnemonic for
that brand . In Haldiram’s case it is not available as yet but is under consideration. For
the time being the logo . itself could be taken as the mnemonic for the brand

8.Brand Property
It is the memory device, which not only reminds the consumers of the brand name but
also its core values . In case of Haldiram’s the property would be its red and white
stylized logo and its base line “Every zuban pe” which is reminiscent of the fact that
the brands is an established one with top of the mind recall.

9.Brand Equity
In case of Haldiram’s the brand equity is its 70% holding of the entire market for
namkeens, its undisputed leadership in the sweets category and also top of the mind
recall amongst the target audiences vis-à-vis the competitors in the sweets and
namkeen market achieved through decades of quality and taste control measures .
The taste that Haldiram’s provides through its products is very Indian and yet it
maintains international quality standards .
CONSUMER BEHAVIOR ANALYSIS OF HALDIRAM’S
NAMKEENS

Ever since the Indian consumer started showing an interest in the brands and
packaged namkeens , there has been a spurt in the number of players in this segment
Haldiram’s is the undisputed leader in this segment . But today the consumers have a
lot of options and variety to choose from and so a consumer survey is imperative to
study the buying trends patterns .

● The most favorable choice of namkeens

● Factors influencing buying behavior
● Type of buying behavior
● Brand loyalty
● Substitutability of the product
● Future expectation of the buyers

Customer Value Analysis

Haldiram’s

Haldiram’s being the market leader offers enormous benefits to its customers, on the
basis of the consumer behavior survey, the highest benefit that Haldiram’s offers is
by way of hygiene and taste. Another big strength of Hsldiram’s , which a factor
rated pretty high by the consumer, was packaging . By providing fresh and tight
packaging Haldiram’s ensures that their consumers can use it for a longer period of
time. Another benefit that Haldiram’s offers is the immense variety in their product
line. In fact, in the namkeens segment itself Haldiram’s offers about 40+ varieties
and ensures that this benefit stays on by constantly innovating and coming out with
new types of namkeens .
Types of Competitive strategy

From the information based on the consumer survey, out of 150 people 136
consumed Haldiram’s products . Since 91% of response indicate consumption of
Haldiram’s products , we conclude that Haldiram’s is the market leader in the
namkeens segment . In consumer survey that we had done, hygiene and taste had
come out as the highest priority factors that influence the buying behaviours.
Haldiram’s adopts the following leader strategies .

Market leader strategies adopted by Haldiram’s

1.Increasing the total market share

Being a market leader, one of Haldiram’s strategies has been to solicit new uses for
their products . They have done this by targeting the NRI’s living abroad and
exporting their namkeens there . This in turn has also helped create awareness about
their product among the non- NRI’s abroad . Its foray into the Foreign markets has
been carefully strategized as in the customization of its products. Apart from this, they
have also penetrated packets. All these new markets have helped consolidate
Haldiram’s position as a market leader.

2.Defending Market share:

To protect its position as market leader, Haldiram’s makes use of two defense
Strategies: Position Defense and Mobile def

Position defense

Haldiram’s has built for itself quite a superior brand image, making it extremely difficult for its
competitors to break this image .Thus, the competitors have to put in extra effort to create a
brand much more superior than Haldiram’s .

Mobile defense
This involves the leader stretching its domain over new territories that can serve as
future canters for defense and offense. Under this defense, Haldiram’s follows the
‘Market Broadening’ mobile defense. The recent establishment of their Nagpur plant
shows that they are now concentrating on the Southern region. Also their foray into
the international market and their deeper penetration into the rural market with the
introduction of their new product range like syrups , pickles , etc.
OBJECTIVES & SCOPE OF STUDY

Primary objective: ¬
∙ To study the top companies which deal with these products.
∙ To analyse the marketing strategies of Haldiram's which helps the company
grow rapidly.
∙ To know how Haldiram’s is competing with its major competitors and holding
its market leader position in namkeen industry

SCOPE OF STUDY
∙ The Scope of the study is limited to data collected from the internet, websites, articles, books
etc.
∙It is helpful for the competitors also as they can understand the marketing strategy of
Haldiram’s.
∙ It is helpful in identifying the weakness/ strengthening points in their marketing strategy

METHODOLOGY

Research methodology is considered as the nerve of the project. Without a proper

well-organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was to
collect appropriate data, which work as a base for drawing conclusion and getting result.
Research methodology is the way to systematically solve the research problem. Research
methodology not only talks of the methods but also logic behind the methods used in the
context of a research study and it explains why a particular method has been used in the
preference of the other methods.

RESEARCH DESIGN
Research Design is a plan, conceptual structure, and strategy of investigation conceived as to
obtain answers to research questions and to control variance". Research design is important
primarily because of the increased complexity in the market as well as marketing approaches
available to the researchers. In fact, it is the key to the evolution of successful marketing
strategies and programmers. It is an important tool to study buyer's behavior, consumption
pattern, brand loyalty, and focus market changes. A research design specifies the methods and
procedures for conducting a particular study
SAMPLING
Sampling allows you to test a hypothesis about the characteristics of a population. The sample
of 100 peoples has been collected through the questionnaire. These 100 people are selected
from the management of a private and a public bank.

SOURCES OF DATA
Sources of Data begins with figuring out what sort of data is needed, followed by the collection
of a sample from a certain section of the population. Next, you have to utilize a certain tool to
gather the data from the chosen sample.

DESCRIPTIVE RESEARCH DESIGN

Descriptive research aims to describe a population, situation or phenomenon accurately and
systematically. It can answer what, where, when and how questions, but not why questions.
A descriptive research design can use a wide variety of research methods to investigate one or
more variables. Descriptive research is the description of the situation.

SAMPLE DESIGN
Sampling is a mean of selecting a subset of units from a target population for the purpose of
collecting information. This information is used to draw inferences about the population as a
whole. The subset of units that are selected is called a sample.
It is the method by which the sample is chosen.

Sample Size:-In the present research study the data is collected from
100respondents.

Sampling Technique: - In the present research study, the data was collected by using simple
random sampling techniques. The simple random sampling refers to any sampling
method where every unit of population have a equal chance to be selected

DATA COLLECTION-
A) PRIMARY DATA

PRIMARY DATA is the first hand data, new data gathered to help solve the
problem at hand. Data is collected personally for the specific project through research.
Questionnaire was prepared to gather information on the company marketing and
services

B) SECONDARY DATA
SECONDARY DATA is the is the second hand data collected by someone else with
is gathered through the internet, publications, articles, company books, etc.

AREA OF THE STUDY

Study area is the land surface area which was mapped and quantitatively sample for conducting
study. Here for this research the respondents are locals from New Delhi, the capital of India.

POPULATION
The respondents of this study considered were the people who are in direct contact with the
banks and are aware of green banking. The study carries the point of view of the employees as
well as the banking users.

TOOLS USED
Statistical tools are involved in carrying out a study include planning, designing, collecting data,
analyzing, drawing meaningful interpretation, and reporting of the research findings.
The tools used for the study are:
● CHI SQUARE TEST
● MEAN, MEDIAN AND MODE
 CHAPTER 2
LITERATURE REVIEW AND SWOT ANALYSIS

OBJECTIVES OF THE STUDY

To study marketing strategies and brand loyalty of Haldiram’s

To study the marketing mix of Haliram’s
To study the Haldiram’s as a brand and define various brand
attributes related to Haldiram's
To study the behavior of the consumer with respect to attributes such as brand Loyalty
and come up with recommendation as to what all needs to be considered keeping the
consumer in mind
To analyze Haldiram’s competitors and compare their strategies and come up with
recommendations for any problem being faced by it.

LITERATURE REVIEW

A literature review is a text written by someone to consider the critical points of

current knowledge including substantive findings as well as theoretical and
methodological contributions to a particular topic. Literature reviews are secondary
sources , and as such , do not report any new or original experimental work. Also , a
literature review can be interpreted as a review of an abstract accomplishment.

Drucker 1973 “Strategic marketing as seen as a process consisting of; analyzing

environmental , market competitive and business factors affecting the corporation and
its business units, identifying market opportunities and threats and forecasting future
trends in business areas of interest for the enterprise , and participating in setting
objectives and formulating corporate and business unit strategies , selecting market
target strategies for the product- market in each business unit , establishing marketing
objectives as well as developing , implementing and managing the marketing program
positioning strategies in order to meet market target needs” .

Hart & Stapleton 1977 “ a statement in general of how the marketing objective is to
be achieved , e.g. acquiring a competitive company , by price reductions , by product
improvement , or by intensive advertising . The strategy becomes the basis of the
marketing plan”
Lambin 1977 “The role of strategic market is to lead the firm towards attractive
economic opportunities, that is, opportunities that are adapted to its resources and
know- how and offer a potential for growth and profitability”
Baker 1984 “The establishment of the goal or purpose of a strategic business unit and
the means by which it is to be achieved through management of the marketing
function”.

Cravens 1986 “understanding the strategic situation confronting an organization is an

essential starting in developing a marketing strategy”

Hamper & Bough 1990 “ Although definitions for the term vary , we define
marketing strategy as a consistent , appropriate and feasible set of principles through
which a particular company hopes to achieve its long- run customer and profit
objectives in a particular competitive environment” .
Aramario & Lambin 1991 “although marketing has basically a strategic conception
of the selling activity, we use to distinguish between strategic marketing and
operational marketing, depending on long term or short-term objectives. Strategic
marketing starts in thoughts about current situation of the company and situational
and possible evolution of the markets and the environment, with the goal of detecting
opportunities that can establish objectives”.
Kotler 1997 “the selection of target markets, the marketing mix and the marketing
expenditure levels”……. “The marketing strategy is the way in which the marketing
function organizes its activities to achieve a profitable growth in sales at a marketing
mix level”……. “A marketing strategy may be as a plan (usually long term) to
achieve the organization’s objectives as Follows…”

- By specifying what resources should be allocated to marketing?

- By specifying how these resources should be used to take advantage opportunities
which are expected to arise in the future, “A marketing strategy would consist of the
following
1-Identifying markets and customers’ needs in those markets.
2- Planning products which will satisfy the needs of these markets.
3-Organizing marketing resources, so as to match products with customers in the most
efficient and effective way possible, i.e., so as to maximize customer satisfaction and
the organizations profits or sales revenue, (Or whatever its objectives are!) at the
same time.”
Me Donald 1999 “The term “marketing strategy” reflects the company’s best opinion
as to how it can most profitably apply its skills and resources to the marketplace. It is
inevitably broad in scope. Marketing strategies are the means by which a company
achieves its marketing objectives and are usually concerned with the 4 P’s”.
Jain 2000 “Strategic marketing means looking at the whole of a company’s portfolio
of products and managing the portfolio to achieve the company’s overall goals”.
Bradley 2003 “A marketing strategy consists of an internationally integrates but
externally focused set of choices about how the organization addresses its customers
in the context of a competitive environment.
Bradley 2003 “A marketing strategy consists of an internationally integrates but
externally focused set of choices about how the organization addresses its customers
in the context of a competitive environment.

Schnaars 1991 “There is no unified definition upon which marketers agree. Instead,
there are nearly as many definitions of it as there are uses of the term. Clearly,
marketing strategy is a commonly used term, but no one is really sure what it means.”
Bradley 1991 “The strategic marketing process therefore implies deciding the
marketing strategy based on a set of objectives, target market segment, positioning
and policies.”
Camara 1995”Strategy which defines the general principles for reaching objectives
related to the specific SBU’s and target markets. It contains the main directives of the
marketing expenditure, marketing actions, and resource allocation in this area. It
includes decisions like: segmentation strategies, positioning, communication, and the
definition of marketing strategies referring to the marketing plan objectives.”

SWOT ANALYSIS

1.Strengths

. Haldiram’s has a large product basket for the customers to choose from. One of the
biggest reasons for their namkeen segment succeeding is the continuous updating of
their product range

. Their brand is associated with tradition and quality.

Their products are known among the mist hygienic products available in this segment.
Their packaging is attractive and innovative which makes for easy discernment of
their products on the shelves, is safe and keeps contents fresh for long.
Their production processes are semi-automated and by using state of the art
technology they have been able to increase the shelf life of their products from one
week to six months.

They are the undisputed market leaders in the namkeen segment.

Haldiram’s has been able to build its brand today on the basis of word of mouth
publicity, which has actually taken a lot of people by surprise.
Approval by FDA-HACCP, ISO 9002 and SPA stand testimony to the emphasis that
Haldiram’s lays on the high quality for its products.
Haldiram’s is aggressively trying to capture the international markets by customizing
its products and packaging according to foreign tastes.
Though a large percentage of their consumers are middle- aged customers who are
fond of namkeens, yet they are successfully catering to all age groups and sections of
society.
By launching small packets of their diverse namkeen products, they have successfully
penetrated the rural markets.
Online selling of their products through indiattimes.com

A. Weakness
● Haldiram’s doesn’t lay emphasis on the need to carry out market surveys
either to know the consumer needs or their feedback.
● Haldiram’s started advertising its products to late, as it is not a firm believer in
big marketing budgets and lavish promos because of which they might have
lost the initial advantage.
● The Company has no policies on Corporate Social Responsibility and
environmental norms, which may affect their Goodwill in the long run.
● The Haldiram group consists of the three concerns that are independent of
each other and also there is a lack of collaboration between the three concerns,
which affects the reputation of the company and is hindrance in its growth.
● The company is not as cash rich as its competitors, which gives its competitors
an edge.
● Company portfolio does not include western snack foods.

B. Opportunities
● Though till now, Haldiram’s Presence in the western snack foods segment is
restricted to potato chips, It has plans to market convenience food products in
the ready-to-eat format, such as paneer, pulao, dal and vegetables.
● If the company starts associating itself with other brands, it will help
strengthen the brand image and bring in larger profits.
● Haldiram’s doesn’t have any special namkeen for the kinds and teenagers’
segment which is a huge potential target market
● Diversifying the namkeen product line further through constant innovation.
● Greater scope to increase market share and profit as they have just started
advertising. Opportunity to go into radio advertising leading rural penetration.
● To cut into the unbranded sector by reducing prices to capture value conscious
customers .
● Having a premium product line to capture high- end consumers.

A. Threats
● A large number of competitors have started entering this segment which might
erode the market share of Haldiram’s . For example, companies like Frito
Lay’s, ITC, etc, which is cash rich companies, can actually undercut
Haldiram’s profits as they can afford to reduce their prices .
● As there are three concerns under the Haldiram’s group, the quality standards
 differ substantially and any irresponsibility on the part of any one concern will
have a negative on all the three as they share the same brand name .
● Competitors such as MTR, Tasty Bites and ITC have already entered the
western snack food market and taken the advantage whereas except for potato
chips, Haldiram’s is still considering this segment .
● If Haldiram’s doesn’t realize the importance of aggressive advertising, its
competitors will cut into its market share as they do advertise on a large scale

LIMITATIONS

The following limitations are faced by the researcher during the study;
● Since sample size is only 50, which is not the true representative of the study.
● Level of accuracy of the results of research is restricted to the accuracy level with which
the customers have given their answer and the accuracy level cannot be predicted.
● Time constraints are also there.
 CHAPTER -3
DATA ANALYSIS
The following chart shows the distribution of the respondents according to the age group:

A. Consumption Patterns

In response as to whether or not they consumed Haldiram’s products, 29 of the 32 answered in

the positive, which translates into almost 91% of the sample size. This establishes the superiority
and awareness of the product among the people. Also another interesting point observed was that
the three who didn’t consume Haldiram’s products weren’t actually averse to Haldiram’s
products but did not consume them because they either didn’t consume namkeens generally or
had some medical constraints.
Another point that came across was that when questioned about the consumption of other brands,
the closest competition for Haldiram’s came form

Lehar and Lays as 21 of the surveyed people consumed these too. Also only 34% preferred local
snacks when compared to branded snacks which shows that the branded snacks segment is
cutting into the unbranded segment.
B.Brand Loyalty

59% of the respondents have been consuming Haldiram’s namkeens for over 3 years while 31%
have been consuming it for between 1-3 years. With the arrival of so many competitors on the
scene, even a period of year is long enough to prove brand loyalty which is established very
firmly in this case. Thus the chConsumers gave the highest priority to the taste of the namkeens
as compared to the other factors. Quality came in a close second on their priority list. What
came, as a surprise was that none of the respondents considered packaging as part of their
selection criteria, on which Haldiram’s usually lays so much stress. Instances of the
substitutability of the Haldirams namkeens by any other brand seem to be rather low as there has
been no switching of brands by any of these respondents. Those who have tried it have
maintained their loyalty towards it. This is again re- iterated by the following chart, which
depicts the perceived change in the quality of Haldiram’s namkeens by the consumer.
None of the respondents subscribed to the view that the quality of Haldiram’s namkeens has got
worse. They were either neutral or found it to be better/significantly better than before. This
might be one of the reasons for the strong brand loyalty.

Buying Roles

On the basis of the chart above, it is evident that when it comes to buying namkeens people tend
not to get influenced by others. They rely on their own sense of judgment to buy namkeens.
However in some cases the family members tend to influence the buying patterns of the buyer.
Hence in this case there seems to be a vacuum when it comes to the role of the ‘Influencer’.
Because of this the respondent himself also usually plays the role of the ‘Decider’.

Another interesting observation is that only 1 respondent of the 32 considered advertisements as

being influential while buying. This correlates with Herzberg’s two-factor theory as the
absence of advertisements may have led to dissatisfaction among the consumers but its presence
doesn’t seem to have had any significant impact on the satisfaction or buying trends of the
consumer.

C.Factors Influencing Buying Behaviour of Namkeens

Consumers gave the highest priority to the taste of the namkeens as compared to the other
factors. Quality came in a close second on their priority list. What came, as a surprise was that
none of the respondents considered packaging as part of their selection criteria, on which
Haldiram’s usually lays so much stress.
 Again when asked to rate the importance level of six factors, the results were interesting as most
of the respondents considered ‘Packaging’ as only somewhat important. Also the opinion on the
price feature was divided as some of them considered it being important while some others
considered it somewhat important and some even didn’t find it important. The strongest factors
that influenced the buyer while purchasing namkeens were Food taste and quality and Hygiene.
The majority of the respondents rated these two factors as being ‘Very Important’. Apart from
this consumers also considered ‘Variety’ as an ‘Important’ factor while buying Namkeens.
Nutritional value didn’t seem to have much of an effect on the buying trends as opinion here
again seems to be divided.
In the above chart, the respondents were asked to rate the factors based on a 5- point scale, 5
being the highest. The total score for each factor has been computed by multiplying the rating
with the corresponding number of respondents. Here again the same trend of hygiene and taste
being given the highest priority is reiterated. The confusion relating to the price factor is solved
as ‘Price’ gets the least priority among the people surveyed. Hence people don’t mind paying for
Haldiram’s namkeens as long as they get a tasty and hygienic product as value for their money.
Once again Packaging, which is a top priority for Haldiram’s, fails to get top priority among the
consumers and finishes fifth on the priority list. This can be correlated to Herzberg’s two-factor
theory. The absence of good packaging may lead to dissatisfaction among the consumers but the
presence of it does not seem to create any particular satisfaction among the consumer.
When it comes to then nutritional value of Haldiram’s namkeens, 84% of the respondents felt
that the nutritional value was minimal while none of them felt that it was healthy. But despite this
the average consumer still prefers to buy Haldiram’s namkeens thereby proving that the lack of
sufficient nutritional value isn’t a deterrent in purchasing their namkeens.
Haldiram’s attaches a lot of value to its gift packages offered during the festive season. However,
56% of the respondents didn’t buy such packages. This shows that the gift packages being
offered don’t play such an important role on the buying behaviour of the consumer.

D.Type of Buying Behaviour

When asked to whether they found any significance difference between Haldiram’s and any other
brand, 69% are of the view that there does exist a significant difference. Also a product like
namkeens involves low involvement levels while buying. Thus it can concluded that buying
behaviour of the consumers of Haldiram’s namkeens is the ‘Variety-seeking buying behaviour’.
This translates into a positive for Haldiram’s, as the consumers, in spite of trying different
brands, seem to be coming back to Haldiram’s

E.Future Expectations of The Consumers

The survey also sought to know as to what the consumers expect in the future from Haldiram’s
Namkeens and otherwise. Many creative ideas came out. With regard to Namkeens, people are
looking forward to popcorn, cheese balls, much more variety in the wafers, banana chips, roasted
nuts, etc… Many of the respondents are seeking low calorie namkeens from Haldiram’s and
there is also a demand for many more varieties in bhujia’s. The minimal nutrition levels do not
seem to be affecting the buying trends of the consumers right now; but as people are becoming
more and more health conscious, in the future consumers might be looking forward to low
calorie namkeens and snacks from Haldiram’s. Apart from the Namkeens segment, the
consumers in general are looking forward to products like masalas, milk and milk related
products, ice creams, etc… from Haldiram’s.
 CHAPTER 4
SUMMARY & CONCLUSION

FINDINGS
The survey also sought to know as to what the consumers expect in the future from Haldiram’s
Namkeens and otherwise. Many creative ideas came out. With regard to Namkeens , people are
looking forward to popcorn, cheese balls, much more variety in the wafers,banana chips , roasted
nuts, etc. Many of the respondents are seeking low calorie namkeens from Haldiram’s and there
is also a demand for many more varieties in bhujia . The minimal nutrition levels do not seem to
be affecting the buying trends of the consumers right now; but as people are becoming more and
more health conscious, in the future consumers might be looking forward to low calorie
namkeens and snacks from Haldiram’s Apart from the namkeens segment , the consumer in
general are looking forward to products like masalas , milk and milk related products, ice
creams, etc From Hsldiram’s .

CONCLUSION
The market is clogged with dominant players such as frito- Lay India, Pepsico’s snack food
warm, which has almost brought in a snack-chip revolution in the country, Haldiram’s and the
Delhi-based snack- food-retailer Bikanervala Foods Pvt. Ltd. Etc., Even the dairy major
Mother Dairy has presence in the category. With the entry of companies such as ITC and HUL
into this industry, it is getting tough for companies such as Haldiram’s who till now have not
paid attention to its branding activities. Increased media exposure, ever increasing purchasing
power of the target audience coupled with their desire to spend more on eating out due to
lifestyle changes will fuel the demand for snack food items and only those companies which
have a considerable share of voice and space in the market will be able to survive. Haldiram’s
has the capability of meeting these demands and onlu requires a certain revision in its strategies
to be able to do so successfully, which it already has begun to consider. There is high awareness
level for different Haldiram’s products amongst the retailer. Market share of Haldiram’s
namkeen is more than double of its competitors.
RECOMMENDATIONS
Media Mix
Haldiram’s should aim at constructing a comprehensive media mix.

1.It could venture into corporate tie-ups at its various outlets.

2.Set up mini outlets inside the multinational office complexes.
3.Cash in on the call center wave and have tie-ups with business process outsourcing
companies.
4.Undertake catering at get together, wedding and kitty parties for women who
form a chunk of its target audience.
5.Conduct road shows on various campuses nationwide.
6.Company should have make endeavor in this context like Advertisement.