A

Summer Training Project Report

(Viva- Voce-507)

On

“A Study On Marketing Strategy Adopted By Haldiram’s”

Submitted in partial fulfillment of the requirements for the degree

Bachelor of Business Administration

Session 2023-24

IIMT College of Management

Affiliated to CCS University,Meerut

SUBMITTED To: SUBMITTED BY:

CCS University, Meerut. Student’s Name-MISHRA SATYAM MANOJ

BBA – 5thSemester

Roll No:210613105150

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COMPANY CERTIFICATE

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 DECLARATION

I, the undersigned hereby declare that project report entitled “A STUDY ON MARKETING
STRATERGY ADOPTED BY HALDIRAM ” written and submitted by me to CCS University,
Meerut in partial fulfillment of requirements for the award of degree of Bachelor of Business
Administration under the guidance of Ms. Deepa Kumari is my original work and interpretations
drawn there in are based on material collected by myself.

Place:
Date: Signature:

MISHRA SATYAM MANOJ

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 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Mr. Somesh Kumar, HOD of BBA department for his
contributions to the completion of my project report titled “A Study On Marketing Strategy Adopted By
Haldiram’s”
Further, I would like to express my special thanks to my mentor/guide Mr/Ms DEEPA KUMARI for his/her
continuous guidance and support throughout the project. His/her valuable advice and suggestions added lots of
value & were really helpful in completion of my project with practical understanding of it.
Therefore, I am highly obliged to my college guide as well as the supervisor of the organization/company under
whose mentorship, I did this project work and the overall learning was very enriching.

Also,I would like to declare that this internship project titled “A Study On Marketing Strategy Adopted By
Haldiram’s” was exclusively done by me and not by someone else.

Student’s Name: MISHRA SATYAM MANOJ

BBA – 5 Semester
th

Roll No- 210613105150

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 TABLE OF CONTENTS

CHAPTERNO. DESCRIPTION PAGE NO.

I INTRODUCTION 6-8

II COMPANY PROFILE 9-13

III RESEARCH STUDY 14-16

IV RESEARCH METHODOLOGY 17-21

v DATA ANALYSIS & INTERPREATATION 22-67

VI FINDINGS & CONCLUSION 68-69

VII SUGGESTIONS 70-71

VIII LIMITATIONS OF THE STUDY 72-73

XI BIBLIOGRAPHY 74-75

X QUESTIONNAIRE 76-78

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1. INTRODUCTION

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 BACKGROUND AND PROFILE OF THE ORGANISATION

HALDIRAM-is an associated with consumers for sweets and namkeens for the past

six decades in India and abroad. It made its modest start in the beginning 1941in

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 aniche market.The raw materials

used to prepare namkeens are of best of qualityand are sourced from allover 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

adaptto the ever changing trends and invent and re-invent 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

flavour.

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Beginning of the Story and forming Haldiramin 1938

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 change she 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. Heal so focused on making I the fine crispy bhujia we

know today transforming it from the fat, slightly bland version from before his time.

Theboy in his early days in business also demonstrated aknack for marketing by

setting the price point such that the product was more exclusive and not just

considered acommodity, sellingfor5paiseakilo asopposed to the earlier 2paise 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 savouries, sweets and beverages to the market. The success of

this venture led them to expandand 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.

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2. COMPANY PROFILE

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 COMPANY PROFILE

Company Name Haldiram Foods International Pvt. Ltd.

Company Logo

Industry Food

Bikaner,Rajasthan,India
Founded
(1941, 81 years Ago)

Founder Ganga Bishan Agarwal (Haldiram Ji)

Headquarters Nagpur,Maharashtra,India

Snacks,sweets,beverages,frozen foods,
Products
potato chips

Rs.7,130crore(US$950million)as per 2019

Revenue

www.haldiramsonline.com
Website www.haldiramfranchise.com

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VISION, MISSION & VALUES

VSION

 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; and

 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 our employees to excel and build career;

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 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 ;and

 Contribute for social causes (Return to society)

VALUES
 Our core emphasis is on delivering healthy, traditional and delicious foods. Our

persistent focus is on quality and freshness; we realize our responsibility to

continue delivering food that are customers admire around the world. After all,

the award that we cherish the most is the one given by our customers.

AWARDS

 Haldiram's bagged the prestigious ‘INTERNATIONALAWARDFOR

FOOD&BEVERAGES' awarded by Trade Leaders Club in Barcelona,

Spain in 1994.

 The Group has also to its credit "KASHALKAR MEMORAIL AWARD'

presented by All India Food Preservers Association (Regd.) in 1996 at its

Golden Jubilee Celebration for manufacturing the best quality food products.

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  'BRAND EQUITY AWARD 1998'was awarded by Progress Harmony

Development Chamber of Commerce & Industry in recognition of

creating successful Indian Brand 'HALDIRAM'.

 ‘APEDA EXPORT AWARD 2001-2002', awarded by Agricultural &

ProcessedFoodProductsExportDevelopmentAuthorityfortheoutstanding

contribution to the promotion of Agricultural & Processed Food Products

during the year 2001-2002.

 ‘MERADELHIAWARD-2004'fortheexemplarycontributioninthefield of

export.

CERTIFICATIONS
Haldiram's has the following quality certifications:

 ISO9002

 HACCP

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MARKETING MIX OF HALDIRAM’S

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1. PRODUCT :

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 aniche market. The raw materials

used to prepare namkeens are of 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 of

people belonging to specific regions. For example it launched "Murukkus'asouth

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 product ssuch as*Nazarana','Panchratan'

and 'Premium' only during the festival season in gift packs. These measures have

helped Haldiram's compete effectively in a market that is flooded with a variety of

snack items indifferent shapes, sizes &flavors. It has also recently launched biscuits

& cookies.

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The list of Haldiram's products:

Namkeens:

All in one Aloo Bhujia Badam Dalmoth

Badam Lachha Bhujia Bhujia Sev

Chana Chips ChatPata Khatta Mittha

Mini Samosa Navratan Mix Moong Dal

Supreme Mix Kaju Dalmoth Soya Sticks

Dal Biji Corn Flakes Mixture Punjabi Tadka

Nimki Tokjhal Misti Kashmiri Mixture

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Sweets:

Rasgulla Jamphal ChamCham

Kesar Rasbhari Kalam Petha KesarGendari

Rajbhog Dry Petha Karachi Halwa

SoanPapdi Badam Halwa Motichoor Ladoo

Kaju Katli Dhoda Burfee Moong Dal Burfee

Pinni Anjeer Burfee Lachha

Gulab Jamun Atta Ladoo Mix Sweet

Rasmalai Kaju Chocolate Ladoo Dry Fruits Bites

Mathura Peda Milk Cake

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Beverages:

Rose Syrup Khus Syrup Orange Syrup

Pineapple Crush Mango Panna Lemon Crush

Kala Khatta Badam Kesariya Thandai Kesariya

Matka Jhatka Jal jeera Kesar Badam Milk

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Cookies:

Jeera Cookies Atta Cookies Ajwain Cookies

Pista Badam Cookis Chocochips Badam Pistsa

Coconut Cookies Butter Badam Cookies Kaju Pista Cookies

Gorus cookies Jeera Namkeen All Natural

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Ready To Eat Food:

Bhel On Move Bhel Puri Pani Puri

Crackers:

Bombay Chana Chana Dal Chana Jor Garam

Kabuli Chana Masala Moong Dal Moong Dal

Nut Cracker Chana Cracker Roasted Chana Cracker

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Frozen Foods:

Ajwain Paratha Aloo Kulcha Aloo Paratha

Paneer Paratha Gobhi Paratha Bhindi Masala

Dal Makhani Paneer Tikka Paneer Pakoda

Malai Kofta Punjabi Samosa Aloo Tikki

Punjabi Choley Mutter Kachori Dal Kachori

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Wafers:

Aloo Masala Chips Classic Salted Whoopies Chaska

Chips Tangy Tomato Chips Pudina Treat Chips Mast Masala

Boletos Snaclite Twirls Taka Tak

Panga Teekha Masala Soya Stick Panga Crispy Tomato

Whoopies Balls Whoopies Masala Whoopies Ticklers

Snaclite Fries Chips Cream &Onion Snaclite Spiced

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GiftPacks:

Namkeen Nazrana Sweet Spicy Meetha Chatpata

Thoda Meetha Thoda

Meeth Meethe Pal Double Maza
Namkeen

Chocolate & Cookis Royal Temptation Shahi Andaaz

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Nuts:

Nut Cracker Peanut Salted

Condiments:

Javitri Papad Medium Masala Papad

Punjabi masala Papad Sada Papad

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NAMKEENS:

Savouries or namkeens, as they are known, is where the Haldiram's story began.

Savoury snacks have been apart of Indian food habits in ceages.They are normally

consume datte a time.The variety is almost mind-boggling with specialties from all

regions, which have gained national acceptance.

It's when the spices, salt and entire ingredients combine together, the Indian

Namkeens comes into existence. In the recent times the Indian snacks platter has

expanded more than just Samosas and Chaats. The various products offered by

Haldirams under this category are a close encounter with the spices of India.

The elaborate range of Haldirams Namkeens ensures we satisfy every taste palate.

From regular Bhuji as to exotic Mixtures there are more than 20 varieties to

choose from.Haldirams Namkeens have adedicated shelfand range of Gujarati and

South Indian Namkeens which are very ethnic snacks from West and South India.

The company has a team of experienced Bikaneri namkeen makers who employ

techniques that have remained unchanged for over two hundred years. They use the

most high quality and original ingredients. So much so, that even the spices are

grinded in special spice grinders to give that original Bikaneri flavour which noone

elsecan deliver.Small wonder then that,they have managed to capturealion's share of

the market. And today "Haldiram's" is a name synonymous with authenticity in

namkeen's..

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SWEETS:
Can an Indian sumptuous smeal be complete with out a sweet dish? Be it a marriage

or a small celebration at home, the function is incomplete without treating the sweet

tooth. Sweets, which is must for some, an indulgence for others; and for Haldiram's

an other are at establish its superior quality. Haldiram's sweets have found their way

into millions of households and left behind an after taste of great satisfaction, which

is not surprising because all the sweets here are made traditionally, by expert cooks

using the freshest and purest ingredients each day. After which they are tested for

quality and taste. Haldiram's sweets are known for their range too. Delicious sweets

like Rasgullas, Jamphal (Gulab Jamuns), Raj Bhog, Nargisi Rolls,are hot favourites

among people in India and across the world. The fact that Haldiram's sweets are

packaged and tinned in mechanized plants, which gives them a long shelf life of

about 12 months, is also of great significance.

BEVERAGES:
Imagine a hot summer day and at all glass of chilled orange crush to cool you down.

All through summer and autumn, Indian love having a refreshing glass of sherbet.

Sherbets are magical extracts from India exotica: green mango, the fragrant

khus,rose petals or just that everyday lemonade-nimbu pani. And then there is the

Thandai: a typical Indian cooling drink usually made of a variety of exotic spices and

seeds. At Haldirams,they have bottled these sherbet concentrates and have

successfully sold all over the world for over 10 years now. Exports of their syrups

have increased by 20%

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Since 2003 touching 18,000 bottles in 2005.And Haldiram's range of crushes and

sherbets are another fine example of its plan to diversify and be present in every

sphere of the food market.

READY TO EAT FOODS:

As a food company with chain of popular eateries in the city they know what pleases

the Indian palate. And that is what makes ready to eats so popular. A basic Indian

meal usually consists of rice and helping of lentils and vegetables. Their complete

meal range offers plain or lightly. garnished rice with hearty and immensely popular

dishes such as Rajma, Dal Tadka, Mutter Paneer, and Kadhi Pakoda. All one has to

dois heat a pack and have a complete meal that lacs neither in tastenor nutrition. The

range of Haldiram's Ready to Eat will help you serve the famous Indian dishes within

few minutes still retaining the taste which one would always long for.

WAFERS:
India moves at the speed of a million opinions a minute. And everywhere

accompanying his great viva city is arange of food that defies categories.They exist

simply as chips, nuts, crispies and munchies. No one is averse to a packet of chips,

not Indians in any case with their tradition of munching. To day even small shop

stock and sell major brands very successfully.They have more than kept up with the

times.

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5 Varieties of Potato chips and newly introduced Boletos –then etted spicy potato

chips are giving their peers tough competition in India already.

The non-serious food is now a serious business in India. Children in India are the

best examples. Of what India is reaching for.Every global player worth its pack is

wooing Indian children. They at Haldirams have successfully launched brands like

Takatak and Whoopies, which woe their young customers with different shaped

products to keep up with changing times and palates.

GIFT PACKS:

At Haldirams for years they have combined their most popular products in attractive

gift packs. These are convenient, ready to gift, durable packs, a perfect choice to gift

in person or send by mail for all festive occasions and whenever you feel like

celebrating. Every year these packs are designed a fresh so that you do not have to

warp it before gifting.

NUTS:
The peanuts, cashews and almonds are especially popular with adult population in

India.They .are favorite companiment to drinks and turn up regularly on signature

platters at all the popular watering holes. The export turnover of Nut Cracker alone

has increased by 147% since its introduction, touching 39 tons in 2005. Their

premium category brand, Royal Temptations (roasted and spiced cashews and

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almonds) sell like hot cakes during the festival seasons in India and are much sought

after gift items at their retail outlets.

CONDIMENTS:
A papad or poppadum in an extra in Indian meal yet it is indispensable. The

preparation of Papad calls for adelicate balance between the ingredients, ands kills

on part of craftsmen who is mixing them. At Haldirams they have packed all the

mandatory extras so that they can travel several thousand miles to satiatet his great

Indian longing.Across the USA,Europe and the Middle East, people reach out for

these packs in great numbers.

Haldiram's offered a wide range of products to its customers

 Namkeens.

 Sweets

 Sharbat

 Bakery items

 Dairy products

 Papad

 Ice creams

 others

However, namkeens remain the main focus area for the group contributing close to

60% to its total revenue.

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Haldiram's sought to customize its product to suit the taste and preference of

customers from different of India. It launched the products, which catered to the taste

of people belonging to specific region. For examples, it launches 'MURUKKUS', a

South Indian snack, and 'Chennai Mixture' for south Indian customers.

PRODUCT PROTFOLIO OF HALDIRAM'S

10%

Namkeens

Sweets
30%

Others
60%

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2. PRICE:

Haldiram's offers its products at competitive prices in order to penetrate the huge

unorganized market of namkeens and sweets.

 The company pricing strategy has taken into consideration the price

conscious nature of consumers in India. Haldiram's has launched namkeens

in small packets of 30 grams, priced as low as Rs. 5. The company also

launched namkeens in5 different packs with prices varying according to their

weights

 The prices also vary on the basis of the type of namkeens and the raw

materials used to manufacture it. The cost of metalized packing also has

an impact on the price, especially in the case of snack foods.

 The company revises the prices of its products upwards only when there is

a steep increase in the raw material costs or if additional taxes are imposed

 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

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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.30to Rs. 40,

family consumption packs of 350gms and 1 kg are priced at Rs. 70 to

Rs.100and Rs.180 to Rs.250 respectively for the same product.

PRICERANGE OF NAMKEENS OFFERED BY

HALDIRAM’S

PACK WEIGHT PRICE (INRs.)

20gm-30gm 5

40gm 10

150gm-250gm 30-50

300gm-500gm 70-150

1kg 180-250

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3. PLACE:

The Haldiram's products are distributed all over the country and outside country also.

Haldiram's is successfully exporting its products to USA, UK, Australia, Middle

East& Far East Countries, Germany, Philippines, New Zealand, Nepal, Sri Lanka,

UAE, France, Spain, Italy, Holland, Japan, etc., Haldiram's is an ISO and HACCP

Certified Company and is approved by FDA, USA.

 Haldiram's has 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 are passed on to the

carrying & forward (C&F) agent. C&F agents passes on the products to

distributors, who ship them to retail outlets. While the Delhi unit of

Haldiram's has 25C&Fagents and 700 distributors in India,the Nagpur unit

has 25 C&F agents and 375 distributors. Haldiram's also has 35 sole

distributors in the international market. The Delhi and Nagpur units

together cater to 0.6 million retail outlets in India.

 C&F agents receive a commission of around 5% while distributors earn

margins ranging from 8% to 10%. The retail outlets earn margins from 14%

to30%. At retail outlet level, margins vary according to the weight of packs

sold.Retailers earn more margins ranging from 25%to 30% by selling 30gms

pouches (priced at Rs.5) compared to the packs of higher weights.

 Apart from the exclusive showrooms owned by Haldiram's, the company

offers its products through retail out lets such as super markets, sweet

shops,

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 Provision stores. bakeries and icecream parlors.The products are also

available in public places such as railway stations and bus stations

that account for a sizeable amount of its sales.

 Haldiram's products enjoy phenomenal goodwill and stockiest compete with

each other to stock its products. Moreover sweet shops and bakeries stock

Haldiram's products despite the fact that the company's products compete

with their own products.

 Haldiram’s is a trusted brand name synonymous with quality and taste. It

started its operations from a small shop in Bikaner and from there has spread

its presence in both domestic markets in India and also in international

markets. Export orders are carried to several global countries like

Thailand,Japan, NewZealand,Australia,UAE,Canada,United Kingdom and Sri

Lanka. In domestic arena it operates through its retail chain and its

productsare easily available in every foodstore, confectionary store, bakeries,

convenient store, local markets, discount stores, superstores and hypermarkets.

Its first manufacturing facility was in Kolkata and later plants were established

at Nagpur, Bikaner and New Delhi.

 It has several outlets that are spread in places like Kolkata, Mumbai, New

Delhi,Nagpur and Bangalore. Haldiram’s has an official website where orders

can be placed and items procured. Several shopping portals on internet supply

products from Haldiram’s brand on demand. Haldiram’s has a

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 strong distribution channel to ensure a wider geographical reach in both

international and domestic scenes. Finished items from manufacturing outlets

are passed to C&F agents and then to distributors who ship the contents to

retailers and lastly to consumer markets.

A. Distribution Channel Structure

Carrying
Factory &Forwarding Distributors RetailOutlets Consumers
Agents(C&F)

 At Haldiram, they have defined their distribution network with respect to

the weight and price of their various products.

 This is because they have defined their retail outlets in terms of the kind of

product they keep. For e.g., a 10 gm bhujiya packet is generally opted by the

"paanwala's" and very small retailers. Thus, they have a different distribution

channel.

 Similarly, a parallel channel of distributor is for the"kirana stores" in various

colonies and localities where our middle class housewife visits who prefers

the less than ½ kg packets but more than the small chillar of 10gms. This

segment of consumers is supplied through a different set of distributors who

stock the 200gm and 400gm packets.

43
 Thirdly, the big modem grade stores like Spencer's, Vishal Mega Mart,

Reliance Fresh, Subhiksha etc.,generally prefer keeping the 500gm and 1kg

packets. They have assigned exclusive distributors for them.

 Fourthly, for army canteens, or BSF. CRPF canteens, there is a

separate channel of distribution followed.

 Since,the price at which the products are sold to the secanteensar every low,

goods are supplied through the exclusive CSD, Company Sales Depots.

 These depot sare located near army cants,like onein Delhi near Palam.

 The company has various CSD all through out the northern and north-

eastern India covering as far as Nagaland and Jammu & Kashmir.

 The C&FA are used for distribution of the product outside Delhi, NCR.

 The C&F agents work on Freight paid basis till their warehouse.

 If the Warehouse is either on the first floor or the basement, then the

labor charges are born by the agent and not the company.

 With in Delhi,the Distributors are located by dissecting the city into

four zones north, east, south and west Delhi.

 Profit Margins with in the distribution channel is as following:

 4% commission to the C&F(consignee and forwarding) agent,

 7% margin to the distributor and

 15to 20% margin to the retailer.

 In case of Army Canteens, a fixed price policy is followed this can be

revised once in three years as per govt. regulations

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 B. Channel Members

Functions Performed by the Channel Member:

 The main functions of different channel members are to supply goods,

to achieve targets and to increase sales.

 One of the main functions of C&F agents is to achieve the targets assigned

to them. They are responsible for all the activities of their areas.

 Maximum sale of the Haldiram's products comes from the Nankeens and

other packed products which is nearly Rs.250 crore yearly.

 The sale of other goods including the sales of its entire out let is around Rs.

150 crore.

Selection of Channel members:

Channels members are selected if the following facilities are available:-

 Warehouse Facilities.

 Experience salepersons

 Van,truck,three-wheelers for transportation

 Registered office

 Proper computer facility for maintaining accounts

 Financially strong

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 C. Order processing

Sales persons of C&F agents and distributors go to the retailers of their areas and

bring the order daily. After that they give order in the Corporate Office of

Haldiram's in Mathura road to the general manager.From corporate office general

manager gives order in the factory. (Noaida/Gurgaon/Mathura Road)

 As the order is ready to deliver and on confirming from the corporate office,

the goods are delivered in the trucks

 Orders within Delhi and the places near Delhi(likeMeerut)are delivered

within 24hours.

 Orders outside Delhi are delivered according to the distance.It takes from 24

hours to 72 hours.

 Every distributor and C&F agent has a fixed day in a week to give an order

 Haldiram's has its own warehouse, which is managed by its own staff

D. Physical movement of the goods

The order of Haldiram's is delivered by truck.Haldiram's pays the expenses for

transportation of the goods.

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E. Shelf Placement
 Shelf placement is an important issue into day's modern trade stores.

 Though Haldiram can define the shelf space they would prefere these outlets,

their policy is to let the retailer decide it.

 This is mainly due to the following two reasons:

 Firstly, such a demand does not come without a price.

 Secondly ,it is believed at Haldiram that their product has the right

customer pull so in any case the retailers prefer to keep its product at

visible places.

47
4. PROMOTION:

Haldiram's product promotion had been low key until competition intensified in the

snack foods market. The company tied with 'Profile Advertising for promoting its

products. Attractive posters, brochures and mailers are designed to enhance the

visibility of the Haldiram's brand.

Different varieties of posters are designed to appeal to the masses. The punchline for

Haldiram's products was "Always in good taste'. Advertising depicting the entire

range of Haldiram's sweets and namkeens were published in the print media

(magazines and newspapers).These 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 increase the visibility of the Haldiram's brand, the company has placed

its hoardings in high traffic areas such as train station sand bus stations.

Posters are designed for display on public transport vehicles such as buses

and hoardings.

 Captions are developed that focus on individual products such as 'yeh corn

hai' (this is corn), "chota samosa - big mazaa' (small samosa- big

entertainment)'yeh kashmiri mix khoob jamega' and' oozing with taste'(for

Rasgoolas) promoted individual products.

 Special brochures are designed for those customers who want to know

more about Haldiram's products. The brochures describe the products and

give

48
 Information about the ingredients used to make those products. Mailer sare

also sent to loyal customers and important corporate clients as a token of

appreciation for their patronage.

 Packaging is an important aspect of Haldiram's product promotion. Since

namkeens are impulse purchase items, attractive packaging in different colors

influences purchases. Haldiram's uses the latest technology (food items were

packed in nitrogen filled pouches) to increase the shelf life of its products.

While the normal shelf life of a similar product is under a week, the shelf life

Haldiram's product is about six months. The company projects the shelf life

of its products as its unique selling proposition.

 Posters highlighting the shelf life of its products carried the caption'six

months on the shelf and six seconds in your mouth'.

 During festival season, Haldiram's products are sold in attractive

looking special gift packs.

 The showrooms and retail outlets of Haldiram's give importance to the point

of purchase(POP) displays. Haldiram's snacks are displayed on special racks,

usually outside retail outlets. The showroom has sign boards displaying

mouth watering delicacies with captions such as 'Chinese Delight', 'Simply

South","Theking of all chats.Posters containing a brief account of the history

of Haldiram's along with pictures of its products are also displayed at these

showrooms.

49
  Haldiram's has also diversified into the restaurant business to cash on its

brand image. The company has established 6 restaurants overall in India. The

restaurant at Nagpur devised an innovative strategy to increase its business. It

facilitated people who were traveling by train to order food from places

where stockists of Haldiram's, Nagpur unit were located. The customer could

order for lunch/dinner by sending a demand draft or a cheque to the Nagpur

unit or giving the same to specified local distributors belonging to the Nagpur

unit. Along with the DD/Cheque, customers had to provide information such

as the same name of the train, its likely time of arrival at Nagpur, their names

and coach and seat numbers.

 Haldiram's restaurants in Delhi also use innovative ways to attract customers.

The restaurants located at Mathura and Lajpat Nagar has special play area for

children.

 To cater to NRI's and foreign tourists, who hesitate to consume snack foods

sold by the roadside vendors since they donot prepare the foods in a hygienic

manner, Haldiram's restaurant uses specially purified water to make snack

foods including 'pani puri'&"chat paapri".

These promotional strategies have helped Haldiram's to compete effectively with the

local restaurant chains such as Nathu's, Bikaner wala andAggarwal's and with

western fast food chains such as Mc Donald's and Pizza Hut.

50
Advertising Strategy:

Haldiram's advertisements have traditionally been copy heavy for various reasons and

do not have any face, known or otherwise, attached to them. They are graphic heavy

as well with extremely vibrant use of colour. Its advertisements earlier had a mature

approach with the base line "Always in good taste", but of late due to a shift in target

audience the base line of the advertisements too has been changed to "Every zuban

pe". This year, an otherwise conservative company, it has upped ad budgets by more

than 60% to Rs1 crore still a far cry though from Lays which spends over Rs 30 crore

annually. But these ads were for what it calls its new generation products' chips,

funchees, masala balls and Taka-tak.

a) Visual(Typography, Layout)

Haldiram's typography contains a very stylized and sophisticated font style, which

conveys the image and the personality of the brand.The layout is picture heavy with

extensive use of colour so as to make the advertisement attractive and tempting,

which is true of any food advertisement.

b) Verbal(Copy Style)

Initial advertising of the brand contained long copy but this phenomenon has

recently changed as the company is now going in for a very precise and clear form of

communication in an informal manner.

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Marketing Strategies:
From the initial days onwards Haldiram never invested much in Marketing and

advertising to expand his brand they gained their business majorly through word of

mouth. But now due to the intense competition, they realized the importance of

marketing and advertisement and started gaining attention from them.

One of the major recent campaigns is with Haldiram tied up with a Bollywood movie

under Rajshri production "Prem Ratan Dhan Payo', starring Salman Khan and Sonam

Kapoor.It launched a contest for promotions through which they distributed 1.5 crore

packets of snacks.

The family business of Haldiram is divided into 4 main entities having businesses in

North India, South & West and East Market and having combined revenue in excess

of 7000 crores.Below,weare analyzing the financials of one of the group company

called Haldiram Snacks Private Limited having business in the North Indian

markets.

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Shareholding Pattern
Haldiram Snacks Private Limited is largely owned by a couple of trusts,holding

64.67% stake in the Sweets and Namkeen maker.According to the detail still FY

2019-20,Radhe Krishna Trust holds 39.53% and Annapurna Trust holds 25.14%

stake in the company. Haldiram manufacturing company has 15.94% stake of

the Haldiram Snacks.

53
 Profit and Loss

Particulars 2015 2016 2017 2018 2019 2020

Sales 1769 2004 2499 2623 3094 3801

Cost of Materials Consumed 1078 1196 1529 1363 1800 2194

Purchase of Stock In Trade 21 20 37 215 133 246

Change in Inventory -10 -0.05 -0.28 6.20 -32.80 -3.53

Employee Benefit Expenses 110 124 159 174 255 326

Other Expenses 290 469 455 305 412 464

Operating Profit 281 195 269 559 526 575

OPM% 15.87% 9.71% 10.98% 21.32% 17.01% 15.12%

Finance Cost 24 20 16 11 19 33

Depreciation 71 84 103 87 120 152

Profit Before Tax 191 91 281 401 507 434

Tax Expenses 63 29 90 151 162 118

Profit After Tax 128 62 191 253 347 319

NPM 7.23%$ 3.08% 7.80% 9.64% 11.23% 8.38%

EPS 39 19 58 77 105 95

54
Graphical Representation of Haldiram Snacks Private Limited Financials

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The sales of the company have been rising consistently from year 2015 to 2020.The

total revenue during the period has surged up to 115% to Rs 3,801 crore from Rs

1,769crore.The operation profit margin has remained in double digits, barring year

2016.

The company has witnessed a consistent rise in Profit after Tax (PAT), which

increased upto 150% between 2015 to 2020. The company generated a PAT of Rs

128 in 2015 and Rs 318 in 2020. The net profit margin has remained near double

digits during the period under review.

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3. RESEARCH STUDY

55
 RELEVANCECE OF THESTUDY
For any business venture, human resource goes hand in hand.Opportunities come

and go but business comes from the ones, which are handled properly in terms of

leads. Leads for any new opportunity are very important for it to turn out a profitable

venture. Promotion plays a very important role in both the departments. Promotion

helps us to market a product properly and also helps in increasing the sale of the

product as compared to competitors.

OBJECTIVES OF THE STUDY

 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.

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 SCOPE OF THE STUDY
 The scope of the study is limited to snacks industry.

 The scope of the study is limited to 2015-2020

 The scope of the study is limited to marketing & promotion strategies

of Haldiram foods International Pvt. Ltd.

 The Scope of the study is limited to data collected from 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.

HYPOTHESIS
H0-Marketing Strategies are not so effective to attract consumers and increase the

sales of the company.

H1-Marketing Strategies are so effective to attract consumers and increase the sales

of the company.

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4. RESEARCH METHODOLOGY

55
 RESEARCH DESIGN & METHODOLOGY

Research design is the basic framework which provides guidelines for the rest of research process. It

specifies the methods for data collection and data analysis. In this research project wehave used the

survey method of data collection, to be more specific questionnaire method. We conducted a survey in

Delhi. Out of the universe of 500 our sample size is 100. Respondents in the sample size were asked to

fill the questionnaires to gather the data.

RESEARCH DESIGN USED

Research is an art of scientific, investigation and systematic research for pertinent information on a

specific .I have used descriptive type of research. Descriptive research designing can be used to study:

consumer profiles, market potential studies, product usage, attitude surveys, salesanalysis, media

research and price surveys etc.

RESEARCH INSTRUMENT

A. Questionnaire for consumers : A questionnaire consist a questions presented to

respondents for their answers. Because of its flexibility, the questionnaire is the most common

instrument used to collect primary data.

B. Schedule for retailers: Schedule is a device in social research, which frequentlyused

in collecting field data especially where the survey method is employed. It contains

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questions and blank tables, which are to be filled by the investigators themselves after getting

information from the respondents.

TYPE OF QUESTIONNAIRE

Structured, Non-disguised- In this types of questioning the researcher setup a formallist of

questions Answers are frequently limited to a list of alternatives which is stated or implied.

TYPE OF QUESTIONS

 Multiple choice

 Dichotomous

 Close-ended

 Ranking item questions

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 ATTITUDE MESSUERMENT TECHNIQUES:

(A) Direct Personal Interview- A direct personal interview is face-to-face

communication with the respondents. The interviewer gets in touch with the respondents ask the

questions, and records the answers obtained.

(B) Rating Scales- The rating scale involves qualitative description of a limited number

of aspects of a thing or traits of a person.

(C) Ranking scales- Under ranking scales (or comparative scales) we make relative

judgments against other similar objects. The respondents under this method directly compare

two or more objects and make choice among them. I have used method of rank order, under this

method of comparative scaling, the respondents are asked to rank their choices. This method is

easier and faster than method of paired comparisons.

SAMPLE DESIGN

A sampling plan is a definite plan determined before any data are actually collected

for obtaining a sample from given population.

(A) Sample Size-100 (The standard sample size had chosen by me.)

(B) Sampling Technique-I have used Probability sampling for my research report.

Under thissampling design every item of the universe has equal chance of inclusion in as

ample. (C)Place of the Study- GHAZIABAD.

(D) Survey Period- M a y - 2 0 2 2

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 SAMPLING METHOD

In many marketing research project making a census study of the entire universe

will be impossible on account of limitation of time and money. Hence sampling become

inevitable. Sampling is used to collect primary data when source of data for too many to be

exhaustively handled. Sampling is an integral part of data collection process. A sampling is only

a portion of universe of population.

The success of sampling depends on the extent to which characteristics of the sample truly

represent these of the universe.

According to Yule, a famous statisticians, the objective of sampling is to get maximum

information about the parent population with minimum effort. Properly done, sampling

produces representative data on the entire population.

Method of Sampling:

 Systematic sampling

 Area Sampling

 Non probability sampling

 Probability sampling

 Convenience sampling

 Quota Sampling

 Judgment sampling

 Panel Sampling

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 DATA COLLECTION

The data collection process is the predefined task that I have to undergo. The data

collection process starts right from the first day till the final day on the field. During the whole

period a list of different retailers scattered around whole of the South Lucknow gets visited on

the regular basis. The main task is to analyze the market potential, study of the market share of

the company and analyzing the competitor’s strategies.

The survey process is not complete without consulting the Distributor & Retailers. The

distributors are the key nodes that make the chain moving effectively. So the response made by

them is also an essential criterion to involved and reaching for certain decisions.

There are several ways of collecting appropriate data that differ considerably in the

context of money costs, time, and other resources at the disposal of the researcher. The tools

used for data collection are as:

1. Primary Data

2. Secondary Data

PRIMARY DATA

The primary data are those data, which are collected afresh and for the first time. And

happen to be original in character. The primary data to be collected for the study are-

Questionnaire – A set of questionnaire is prepared for the cause of collecting different

information related to the pre-determined objectives. The questionnaire prepared is in two forms

& targeted towards the doctors and chemists differently. The format of questionnaire is

structured and non-disguised.

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Direct Personal Interview – Under this method of collecting data there is face-to-face context

with the person from whom the information is obtained. The data collected are from the

respective selected doctors and chemists visited regularly. The pattern used is Structured and

Indirect Interview.

SECONDARY DATA

Secondary data means data that are already available i.e., they refer the data, which have already

been collected and analyzed by someone else. When the researcher utilizes secondary data, then

he has to look into various sources from where he can obtain them, IN this case he is certainly

not confronted with the problems that are usually associated with the collection of original data.

Secondary data may either be published data or unpublished data.

Usually published data are available in:

1. Various publications of the central, state and local governments;

2. Various publications of foreign government or of international bodies and their subsidiary

organization;

3. Technical and trade journals: Books, magazines and newspapers;

4. The sources of unpublished data are many; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research

workers, trade associations, labor bureaus and other public/private individuals and

organizations.

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5. The sources of unpublished data are many; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research

workers, trade associations, labor bureaus and other public/private individuals and

organizations.

6. The sources of unpublished data are many; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research

workers, trade associations, labor bureaus and other public/private individuals and

organizations.

ANALYTICAL TOOLS

Data can be displayed in charts and diagrams or as sets of ordered pairs. Analysis through charts

and diagrams is one methods used to help analyze data collected very easily.

Types of Diagrams

1. Bar Diagram

2. Pi Diagram

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 5.DATA ANALYSIS
AND
INTERPREATATION

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 DATA ANALYSIS AND INTERPRETATION

1.Do you like readymade snacks?

INTERPRETATION:

The pie chart given above is clear on the percentage of people who like to eat snacks. Out of 100

repondend 8 like to while 2 don’t like.

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2.Where do you eat haldiram products?

INTERPRETATION:

The pie chart given above is clear on the percentage of people who like to eat snacks. Out of 100

35 retail stores, 32 super stores, 6 other, 17 movie hall, 10 restaurants like to eat.

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 3.Table showing that do you prefer HALDIRAM?

INTERPRETATION:

The pie chart given above is clear on the percentage of people who like to eat snacks. Out of 100

60 people prefer haldiram and 40 people not prefer haldiram.

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4.Table showing that when do you prefer snacks in a day?

INTERPRETATION:

The pie chart given above is clear on the percentage of people who like to eat snacks. Out of 100

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6 like in morning, 10 like in afternoon, 64 like in evening, 20 like in night to eat.

5.Are you aware of any campaign of the hladiram?

YES 46%

NO 54%

INTERPRETATION:

The pie chart given above is clear on the percentage of people who aware of campign. Out of 100

46 people aware of campign and 54 are not aware of campign

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 6.Chips share in Ghaziabad market?

INTERPRETATION:

The pie chart given above is clear on the percentage of chip share in Ghaziabad . Out of 100 poeple

27 haldiram, 30 lay’s, 15 ITC, 12 bikano oyes and 7 other chip share in the market.

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7. Below chat show packaging, quality and other of haldiram product?

QUALITY 50%

PACKAGING 11%

OTHER 39%

INTERPRETATION:

The pie chart given above is clear on the percentage of people like quality, packaging or other

Out of 100 people 50 people like quality, 11 people like packaging and 39 people like other things

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8. Table showing are you satisfied with the number of flavor it had provided?

INTERPRETATION:

The pie chart given above is clear on the percentage of people are satisfied with flavor.

Out of 100 people 75 people are satisfied with the flavor and 25 people are not satisfied.

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9 . Table showing would you suggest other people to by Haldiram Products?

Below data given by 100 people

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10.Table showing that do you think haldiram come up with new flavor?

INTERPRETATION: This shows that people is eager to grab the new flavor of Haldiram
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6. FINDINGS & CONCLUSIONS

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 FINDINGS

From the initial days onwards Haldiram never invested much in Marketing and

advertising to expand his brand they gained their business majorly through word of

mouth. But now due to the intense competition, they realized the importance of

marketing and advertisement and started gaining attention from them.

CONCLUSION
The market is clogged with dominant players such as Frito-Lay India, PepsiCo's

snack foods arm, which hasal most brought in a snack-chip revolution in the country,

Haldiram's and the Delhi-based snack-food-retailer Bikaner wala Foods Pvt Ltd etc.

Even the dairy major Mother Dairy has a presence in the category. With then try of

companies such as ITC and HLL into this industry, it is getting tough for companies

such as Haldiram's who till now have not paid serious 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 only requires a certain

revision in its strategies to be able to do so successfully, which it already has

begun to consider.

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7. SUGGESTION

75
 SUGGESTIONS

1. Haldiram distributors and representatives must make there tailers aware about their Product and try
to place the product on each and every shelf on the strength of their distribution.
2. Haldiram should advertiseits food Product through appropriate media, so that customers attract
towards Haldiram to buy.
3. Haldiram should provide better service and margin to retailers, so that they push the product.
4. Haldiram should also target the consumer by offering discount coupons or pens / spoon free offer or
some other innovative viable for attracting them.
5. Haldiram should use top of space selling or display contest in major market to create product
awareness

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8.LIMITATION OF THE STUDY

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 LIMITATION OF THE STUDY

1. Absolute sales figures obtained from the survey through retailers may be inflated.

2. The brand level penetration study is limited because the project is only dealing with Western
Snacks and namkeen products and not the entire range of Snacks products available.

3.Given the time limit and scope of the project Market Penetration of Haldiram's Western
Snacks . has not been calculated using the method of Total Sales to Total Consumer Base.
Penetration
percentage of Haldiram's Western Snacks in the study will denote only an estimate of the
availability of the product line in the Retail market

4. Given the time limit and constraints Competitive Analysis does not include identification of
Indirect Competitors (substitutes).

5.Interviewer's judgment is used to fill the questionnaire according to the responses given by the
Retailers.

6.Absolutte sales figures for competitor brands obtained from sample space of retailers are
Insufficient to draw an analysis of sales performance for competitor brands.

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9. BIBLIOGRAPHY

76
 BIBLIOGRAPHY
Text books

1. Kumar, Ramesh; Application Exercises in Management, Vikas

Publishing House, 2004.

2. Varshney & Gupta; Marketing Management, Sultan Chand & Sons, 2005.3.

Kotler & Arm strong; Principles of Marketing Management, Prentice hall

India, 2003

Websites

1. 1.www.haldiram.com

2. en.wikipedia.org/wiki/Haldiram's

3. www.haldiramlimited.com

4. http://www.scribd.com/doc/29545307/Haldiram-Marketing-Mix 5.

http://www.slideshare.net/kushavats/64273610-marketingstrategieshaldiram

5. http://www.haldiram.in/products.html 7.

http://www.haldiram.in/hrworldwide.html

6. 8.http://www.marketresearch.com/IS-Advisors-v3900/FMCG-Sector-India-

Strategic

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10. QUESTIONARIES

77
 QUESTIONARIES ON HALDIRAM PRODUCT

NAME:

AGE:

GENDER:

LOCATION:

1.Do you like readymade snacks?

 YES
 NO

2.Where do you eat haldiram products?

 MOVIE HALL
 RESTAURANTS
 RETAIL STORE
 SUPER STORE
 OTHER

3.Do you prefer haldiram products?

 YES
 NO

4.When do you prefer snacks in a day?

 MORNING
 AFTERNOON
 EVENING
 NIGHT

5.Do you aware of haldiram campaign?

 YES
 NO

6.Chips share in Ghaziabad market?

 LAY’S
 HALDIRAM
 ITC
 OTHER

7.What do most like about haldiram packaging, quality and other?

 PACKAGING
 QUALITY
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  OTHER

8.Describe HALDIRAM in one word?

9 .Your comment on HALDIRAM’S products?

10.Any suggestions or recommendation?

78