Haldirams Marketing Mix

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Marketing Mix of Haldirams analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of Haldirams.

Let us start the Haldirams Marketing Mix:

Product:

Haldirams is one of the largest food & snack manufacturers & retail outlet in India. The various food products offered by Haldirams include namkeens, papads, sweets, drinks, banana chips, halke fluke, takatak, frozen curries, frozen paratha, frozen rice, frozen thali, frozen snacks and canned sweets. It is also in the business of restaurants and fine dining, but 80% of revenue is generated by packaged products business. The company also has an online presence where customers can place their orders and avail various special products offered by Haldirams which include custom sweet boxes, specialised festive products and custom tokni. The website also offers services like placing bulk orders and fatafat delivery (quick delivery). Haldirams product strategy as a part of its marketing mix come in packages of various sizes to satisfy the different requirements of customers. They also give a lot of importance on attractive packaging with attractive colours to encourage impulse buying among customers. The package also comes filled with nitrogen to increase the shelf life of products. Haldirams focuses greatly on delivering quality products. The whole manufacturing process is in-house and stringent quality checks are done by the founder family members themselves. There is a uniformity in quality and authenticity in taste which make Haldirams a tremendous success in Indian snacks market.


Image: company website


Price:

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.


Place:

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.


Promotion:

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.


About 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.

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