Haldiram’s Operations: Business and Marketing Essay

Haldirams began as a tiny shop in Bikaner.In1982,it has set up a shop in DelhiPresently, $4million stigma and is a familiar sight not only in India, but also on shelves across USA, UK, and the Middle-East.Positioning* Healthy and tasty ready to exhaust packaged food* Different varieties for South, North , east and west* Varying packet size ranging from 100g to 1KgMarketing MixProductHaldiram offers a various intersections as per customers requirement such as sweets, dairyproducts, snack sets. PRICECompetitive price to penetrate the unorganized markets. Prices varies according to weights & type of Namkeens & rawmaterials.PLACEWhere customers can purchase the product is also an important factor in determining sales. It is available at Railway outlets & Retail Shops . It is also available in rural & urbanareasPROMOTION gritty awareness among the customers . High brand loyalty for Haldiram products.POSITIONINGHaldiram offers ready to eat high quality readily available Indian snacks with excellent Packaging fool Group* Women Namkeens* Takatak & whoopies Kids* Sugar free sweets diabetic and health conscious customersThe Marketing MixProducts* Haldirams offered a wide range of products to its customers. The product range includednamkeens, sweets, sharbats, bakehouse items, dairy products, papad and ice-creams (See ExhibitI for details of product range). However, namkeens remained the main focus area for thegroup contributing close to 60% of its total revenuesPricing* Haldirams offered its products at competitive prices in order to penetrate the hugeunorganized market of namkeens and sweets. The companys pricing strategy took intoconsideration the price conscious nature of consumers in IndiaPlace* Haldirams 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 companys finishedgoods were passed on to carrying and forwarding (C&F) agents packaging* Haldirams produc t promotion had been low key until competition intensified in the snack foods market. The company tied with Profile Advertising for promoting its products.Consequently, attractive posters, brochures and mailers were knowing to enhance thevisibility of the Haldirams brand.