SUMMER INTERNSHIP REPORT

ON

“MARKETING STRATEGIES OF

HALDIRAM'S”
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS OF BACHELOR IN BUSINESS ADMINISTRATION

SUBMITTED BY
MOHD AQIL
ENROLLMENT NO.: 17-4586
BBA Vth (2017-20)

UNDER THE SUPERVISION OF

DR. MOHD MEHDI

JAMIA MILLIA ISLAMIA,

NEW DELHI-110025
DEPARTMENT OF COMMERCE AND BUSINESS STUDIES

(NOVEMBER-2019)

1
2
3
 BONAFIDE CERTIFICATE

I, Dr. mohd Mehdi certify that the project Report entitled ‘MARKETING

STRATEGIES OF HALDIRAM by Mohd Aqil, student of BBA, Jamia millia

islamia University is an original one and has not been submitted earlier either to

Jamia Millia islamia University, or to any other institution for the fulfillment of the

requirement of a course of Bachelor's Program (BBA).

Date-

(DR.MOHD MEHDI)

Faculty Guide

4
 DECLARATION

The title of Dissertation Report entitled ‘MARKETING STRATEGIES OF

HALDIRAM'.

I declare that the work presented for assessment in this Dissertation Report is my

original work, that it has not previously been presented for any other assessment and

that my debts (for words, data, arguments and ideas) have been appropriately

acknowledged. The summary of report is attached along with for reference.

( MOHD AQIL)

Enroll.No:17-4586

5
 ACKNOWLEDGEMENT

The satisfaction and euphoria that accompanies the successful completion of my

project would be incomplete without the mention of the people who made it possible

and whose constant guidance & encouragement crowned my efforts with success.

I express my sincere gratitude and thanks to my faculty guide “DR.MOHD MEHDI”

for his support, guidance and valuable suggestions without which I would not have

been able to complete this project.

I would also also like to extend my gratitude to our Head Of Department PROF.

RAVINDER KUMAR SIR.

And last but not the least; I regard my sincere and heartfelt thanks to my parents and

God who have supported me in every step of life.

(MOHD AQIL)

6
 TABLE OF CONTENTS

EXECUTIVE SUMMARY

CHAPTER 1:- INTRODUCTION

· Objectives

· Research Methodology

· Limitations

CHAPTER 2:- BACKGROUND AND PROFILE OF THE

ORGANISATION

· Background

· Company's profile

I. Profile

II. Certificates and honors

CHAPTER 3:- ANALYSIS AND INTERPRETATION

CHAPTER 4:- CONCLUSION AND RECOMMENDATIONS

 Conclusion

 Recommendations

 bibliography

7
  annexure

EXECUTIVE SUMMARY

There are many varieties of snacks foods, which are produced in India, and the type of

snack food varies according to the region. The snacks market has changed with the

advent of innovative products. It has emerged as a fast, customized and large market.

There is also a changing perception of consumers towards processed foods, served in

centralized food service system. The primary reason for these changes is the dynamic

marketing environment in the snacks business. Changes in the marketing environment

have generated a need to reconsider the managerial perspectives on marketing in the

snacks business. And in this new arena of increased competition and market

saturation, Haldiram’s is still doing well with highly satisfied customers. As it has

very skilled management who can easily sense customer requirement, maintain

product quality and frequent market research always assures product authenticity in

the market.

This Project has given me a great learning experience and at the same time it has

provided me enough scope to implement my analytical ability. This project has helped

me to know the importance of customer complaints, vendor development,

promotional strategies of Haldiram’s, market visit, sales & distribution forecasting

and market survey.

The analysis and study presented in this Project Report is based on data analysis,

market research, and thorough study of marketing strategies used in Haldiram’s to

maintain its brand equity in the niche market. This Project as a whole provided

8
insights into the different facts of marketing in an organization but the major focus

can be divided majoring into four parts viz. market survey, research, promotional

strategies and sales & distribution.

PURPOSE OF REPORT

The purpose of the report is to learn the facets of marketing and do the forecasting of

sales and laminates for Haldiram PVT. LTD. Along with that I have also worked in

the following areas:-

1. Sales and distribution

2. Market visit for retail shops

3. Market research on―customer satisfaction.

9
CHAPTER 1

INTRODUCTION

10
 INTRODUCTION

This project is done under the title “Marketing strategies and Sales &

Distribution”.

Preparing this project I went to each and every distributors & retailers

because I was doing market research & sales research. It include, total market

volume that is being sold in grocery shops, small shops and from distributors

and retailers, shopping malls, big bazaar, and others where chips and

namkeens are sold.

I have collected information about all the products of Haldiram’s but worked

basically for chips and Namkeens segments.

I went to the retailers and saw the chips and Namkeens there I observe the following

things

Ø Whether our product is available or not at that canteen.

Ø If not then we saw of which company product is available.

Ø How much sale is of that particular counter and what the sales volume

that counter may give.

Ø What is the strength of that particular counter?

Ø Has that counter so many brands of chips and Namkeens.

11
And if we get our product, we used to asked the sales volume, response of

consumer, delivery and thus came to know interest of retailers & consumers.

If we didn’t get our product we said about us, about our products, about the

margin, what about margin difference, comparing the competitors’ product and

margin provided by them.

And then we made them understand the extra facilities and unique selling point

of our product and make them ready to sale our product. Thus we developed

the market for Haldiram’s product.

After this we saw the competitor’s product (quantity) and asked the strength.

We also counted the signage and a stand of all the competitor’s company and

Haldiram’s which is at that particular store.

After all I create a daily survey report and listed the total shops & canteens

available nearby. And then analyses the data which was collected from market.

And then come to a conclusion on the basis of that analyzed data.

12
 OBJECTIVES

In marketing only project report is not required there must be some objective

or goal because without any goal and objective , no project Report can be

completed in true sense so the main objective of doing this project Report is

confined to completion of some work that is assigned to you for some reason :-

one can find out the types of channel, by which product is selling and can

know monopoly and average sales of these outlets.

 To study the data trending and analysis.

 To understand forecasting based on this trending.

 To check out visibility and ability of declining product in the market.

 To study the distribution network of Haldiram products.

 To study about consumer and retailers perception

regarding Haldiram’s namkeens and chips.

 To study the marketing strategies and brand loyalty of

Haldiram's

 To study the marketing mix of Haldiram's.

 To study the behaviour of the consumer with respect to attributes such as

Brand Loyalty and come up with recommendations 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.

13
  RESEARCH METHODOLOGY

The study is an exercise involving estimation of parameters as regard to

organizational requirements- Research was designed so as to get the relevant

information that can be used for various organizational purposes.

DATA SOURCE:

Research included collecting both primary and secondary 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.

SECONDARY DATA is the is the second hand data collected by someone else with

is gathered through internet, publications, articles, company books, etc.

DATA COLLECTION:

The data collection method used was survey method which is usually incorporated for

collection of raw information. The survey method has advantage because it helps to

collect a great deal of information about an individual respondent.

14
Survey:

The type of survey undertaken was that of sample type keeping in consideration the

time constraint, besides the viability of census survey.

Statistical Tool:

The tool for obtaining the information was questionnaire. A structured questionnaire

was administered. The questionnaire was designed in the view both major and minor

objective of study.

Sampling:

With the customer being unknown and given the time and resource constraints,

random sample was obtained from different people.

Data completion and analysis:

After the data was collected, it was tabulated and findings of the project were

presented followed by analysis and interpretation to reach certain conclusions.

LIMITATIONS

1. The sample was collected using sampling techniques. As such result may not give

an exact representation of the population.

1. Most of the data being secondary can be biased towards the company.

3. Shortage of time is also a reason for incomprehensiveness.

15
4. Most of the information was taken from secondary sources being based on

previously printed data.

16
 Chapter 2

BACKGROUNG AND

PROFILE OF THE

ORGANISATION

17
 BACKGROUND

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 1937 in

Bikaner in the State of Rajasthan. 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, papad 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 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.

18
 COMPANY PROFILE

Name Haldiram Foods International Ltd

Company Logo

Address 880, Haldiram House, Bhandara

Road

City Nagpur

State/Province Maharashtra

    Zip/Postal
440032
Code

Country
India

Phone +919764449796 , +919607778600

Fax 0712-2680218

Website http://www.haldirams.com/

www.haldiramsonline.com

Products

- Asian Foods

19
 - Candy & Confectionery

- Processed Food

- Snacks

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 MEMORAIL 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'.

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

Processed Food Products Export Development Authority for the outstanding

contribution to the promotion of Agricultural & Processed Food Products

during the year 2001-2002.

20
 · ‘MERA DELHI AWARD – 2004' for the exemplary contribution in the field

of export.

Certifications

Haldiram's has the following quality certifications:

· ISO 9001-2008

· ISO 22000-2005

· KOSHER CERTIFIED

· FSSAI CERTIFIED

· EIA CERTIFIED

· BRC CERTIFICATE

21
 CHAPTER 3

ANALYSIS AND

INTERPREATETION

22
 MARKETING MIX

Product:

Haldiram's offers a wide range of products to its customers. The product range

includes namkeens, sweets sharbats, bakery items, dairy products, chips, papad 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.

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' 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 , ‘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 in different

shapes, sizes & flavors. It has also recently launched biscuits & cookies.

Table 1.1 on the following page shows the list of Haldiram's products

Table 1.1: Product List

23
Namkeens

200 Gms 400 Gms

1. Plain Bhujia 1. Plain Bhhujia

2. Bhujia 2. Bhhujia

3. Karanchy Mixture 3. Navrattan

4. Navrattan 4. Khatta Meetha

5. Nut Cracker 5. Masala Moong Dal

6. Khatta Meetha 6. Moong Dal

7. Bombay Mixture 7. Nut Cracker

8. Chana Dal 8. Dal Biji

9. Masala Moong Dal 9. All in One

10. Moong Dal 10. Aloo Bhhujia

11. Boondi Masala 11. Chana Jor Garam

12. Boondi Plain 12. Kashmiri Mixture

13. Dal Biji 13. Hara Chiwda

14. Ghatia 14. Cornflakes Mixture

15. Kabli Chana 15. Kaju Mixture

16. Bhavnagri Sev 16. Panchrattan

75 Gms
17. Aloo Masala
1. Bhhujia
18. Mathri
2. Navrattan
19. Samosa
3. KhattaMeetha
20. Bhelpuri
4. Moong Dal
21. All in One
5. Nut Cracker
22. Aloo Bhujia
6. Aloo Bhujia
23. Nimbu Masala
7. Boondi Plain
24. Long Sev
8. Boondi Masala
25. MethiSev
9. Nimbu Masala

24
 10. Peanut Salted

11. Masala Moong Dal

26. Peanut Salted

27. Peanut Masala

28. Chana Jor Garam

29. Bombay Chana

30. Kashmiri Mixture

31. Cornflakes Mixture

32. Hara Chiwda Mixture

25
65 Gms
1. Kahmiri Mixture

2. Cornflakes Mixture

3. Kaju Mixture
Sweets Syrups (700 ML)
1. Rasgulla (1 Kg Tin Pack) 1. Rose Syrup

2. Jamphal (1 Kg Tin Pack) 2. Khus Syrup

3. Cham Cham (1 Kg Tin Pack) 3. Orange Crush

4. Kesar Rasbhari (1 Kg Tin Pack) 4. Pineapple Crush

5. Kalam Petha (1 Kg Tin Pack) 5. Lemon Crush

6. Keasar Ganderi (1 Kg Tin Pack) 6. Mango Crush

7. Raj Bhog (1 Kg Tin Pack) 7. Kala Khatta

8. Dry Petha 8. Badam Kesaria

9. Karachi Halwa (250/500 Gms) 9. Thandai Kesaria

10. SoanPapdi (250/500/1000 Gms)

11. Soan Cake (250/500 Gms)

Perishable Sweets Can Packs

1. Moti Choor Ladoo/BoondiChoor Ladoo 1. Bombay Mixture

2. Plain Burfee 2. Aloo Bhujia

3. Dhoda Burfee 3. Cornflakes Mixture

4. Moong Dal Burfee 4. Panchrattan

5. Besan Ladoo 5. Khatta Meetha

Cookies
6. Atta Ladoo
1. Jeera Cookies (75/300 Gms)
7. Pinni
2. Atta Cookies (75/300 Gms)
8. Kaju Gunjia
3. Ajwain Cookies (75/300 Gms)
9. Anjeer Burfee
4. Coconut Cookies (75/300 Gms)
10. Mix Sweets
5. Butter Badam Cookies (75/300
11. Mix Sweets 750 Gms

26
 Gift Packs Gms)

1. Namkeen Nazrana 6. KajuPista Cookies (75/300

2. Sweet Spicy Gms)

3. MeethaChatpata 7. Choco Chip Cookies (75/300

4. Thoda Sa MeethaThoda Sa Namkeen Gms)

Ready To Eat Food
5. Meethe Meethe Pal
1. Panipuri (340 Gms)
6. Double Mazaa
2. Bhelpuri (160/320 Gms)
Pickles Chips
1. Mango Pickle (400/1000 Gms) 1. Classic Salted (400/1000 Gms)

2. Lime Pickle (400/1000 Gms) 2. Pudina (400/1000 Gms)

3. Chilli Pickle (400/1000 Gms) 3. Peprica (400/1000 Gms)

4. Mix Pickle (400/1000 Gms) 4. Mast Masala (400/1000 Gms)

5. Takatak (55/120 Gms)

· Namkeens

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

Savoury snacks have been a part of Indian food habit since ages. They are normally

consumed at teatime. The variety is almost mind-boggling with specialties from all

regions, which have gained national acceptance.

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 no one

else can deliver. Small wonder then that, they have managed to capture a lion's share

of the market. And today “Haldiram's” is a name synonymous with authenticity in

namkeen's.

27
· Sweets

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

area to 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.

· Syrups

Imagine a hot summer day and a tall glass of chilled orange crush to cool you down.

Or a glass of hot badam milk for a cold winter night. Sounds delicious, doesn't it?

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.

Price:

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

unorganized market of namkeens and sweets.

28
· 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 in 5

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 metallized 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

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 25 C&F agents and

700 distributors in India, the Nagpur unit has 25 C&F agents and 375 distributors.

29
 Haldiram's also has 35 sole distributors in the international market. The Delhi and

Nagpur units together cater to 0.6 millions 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% to 30%. 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 outlets such as supermarkets, sweet shops, provision

stores, bakeries and ice cream 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 stockistscompete 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.

A. Distribution Channel Structure

30
Fig 2.1: Outside Delhi
Haldiram's
Organization

C&F

Distributor

Retailer

Consumers

Fig. 2.2: Within Delhi Haldiram's

Organization

Distributor

Retailer

31Consumers
B. 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 outlet is around Rs.150

crore.

C. Order processing

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

and bring the orders 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. (Noida /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 (like Meerut) are delivered

within 24 hours.

· 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.

32
 · Haldiram's has its own warehouse, which is managed by its own staff.

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 punch line

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 stations and 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 Rasgulllas) 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 information

about the ingredients used to make those products. Mailers are also sent to loyal

33
 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 of

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 showrooms has sign boards displaying

mouthwatering delicacies with captions such as ‘Chinese Delight', ‘Simply South',

‘The king of all chats.

· 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

34
 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 have 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 do not prepare the foods in a hygienic manner,

Haldiram's restaurant uses specially purified water to make snack foods including

‘panipuri '& ‘chat paapri'.

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

local restaurant chains such as Nathu's, Bikanerwala and Aggarwal's and with western

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

A. 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

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.

35
The layout is picture heavy with extensive use of colours 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.

THE BRAND

Introduction

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 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. The company's timely introduction of new products and line extension has

played a major part in the buying behaviour of consumers as well.

A word of caution for the company though is that it should concentrate on its

branding activities, which will be its saving grace in the future. As the competition

toughens the only thing to see a company through would be its ability to adapt to

change, share of space and share of voice in the market.

36
Figure 3.1 on the following page shows the ‘Eleven Brand Definitions'

Eleven Brand Definitions

Fig 3.1: Eleven Brand Definitions

PRODUCT
BRAND BRAND

EQUITY

BRAND
PROPERTY BRAND NAME

HALDIRAM'S
BRAND
MNEMONI C BRAND
CORE
VALUE

BRAND
POSITIONING BRAND
CHARACTER

BRAND BRAND
POSITION PERSONALITY
37
a) 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-the-art technology for manufacturing traditional Indian snack items thus setting

quality standards and improving the shelf life of the products as well.

b) Brand

When it comes to sweets, namkeens and snack food items, Haldiram's is a name

trusted across the Indian sub-continent. It is a name associated with high quality and

traditional taste.

c) Brand Name

The brand name Haldiram's came from the owner's forefathers 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.

d) Brand Core Values

Haldiram's brand core values are quality, taste, variety, traditional and very Indian.

e) Brand Character

The brand character of Haldiram's that distinguishes it from its main competitor

BIKANO is its ‘traditional Indian taste'.

f) Brand Personality

It is not the 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

38
choice and not compulsion. He is very Indian in his tastes, choices and behavior and

puts a high premium on quality as well.

g) Brand Positioning

Haldiram's has uniquely positioned its brand. It has positioned itself as a premium

segment product available to all those who can afford it. It is in not perceived to be

cheap but does offer good value for money giving high priority to quality and taste

standardization throughout its outlets, which are suitably located in posh areas of the

city. Initially the brand catered only to the 35+ category with its positioning statement

“Always in good taste” but lately the company has started to target kids and teenagers

as well with a hinglish baseline “Every 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 product quality and packaging. Through its clever products

& brilliant distribution it has moved into the star category of brands.

h) Mnemonic

Whenever one things of a brand, the first thing that comes to the mind that reminds 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.

j) 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

39
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.

40
 COMPETITION ANALYSIS

Introduction

To retain and expand its market share for higher profitability a company must

understand it's competitive environment. It must know its competitors, their strategies,

the strengths and their weaknesses.

The major objectives of this comparison are to:

· Analyze Haldiram's competition (in Namkeens Segment) from an industry and

marketing point of view.

· Analyze the intrinsic long run profit attractiveness through Porter's 5 force

model.

· Formulation of competitive strategies.

· Study the designing of competitive strategies.

Competitors of Haldiram's (in Namkeen Segment)

The following are the major competitors of Haldiram's:

· Frito Lays

· Bikano

· MTR

· Unorganized Sector

41
However the comparison is restricted to Frito Lays, as this is the closest competitor of

Haldiram's.

Levels of Competition

This analysis covers all four levels of competition for Haldiram's: Brand, Industry,

Form and Generic.

Table 6.1: Levels of Competition

Brand Onyyx, madhurima sweets, balaji wafers, anandam,

bikano , frito

Industry Differentiated Oligopoly

Form Traditional snacks like Samosa, Kachori, etc.,

Burgers, Pizzas, Salty Biscuits, Bakery Items,

sweets

Generic Any product competing for the same of amount

consumer dollars

A. Brand Competition

Brand Competition includes other companies offering similar products and services to

the same customers at similar prices. Here, the brand competition would be all the

companies selling Namkeens along the same lines as Haldiram's. Because of this

brands like Bikano, Frito Lays, etc… and the unorganized sector are considered as

brand competitors.

42
B. Industry Competition:

The namkeens industry is essentially made up of a few players producing the same

product partially differentiated along the lines of quality, styling and services. This

means that the namkeens industry follows the pattern of ‘Differentiated Oligopoly'.

C. Form Competition:

Form competition essentially means that competitors who produce products that

supply the same service. In case of Haldiram's Namkeens, it faces stiff competition

from traditional snacks like samosas, kachoris etc. and others like salty biscuits,

pizzas, burger and bakery items as people tend to substitute namkeens very easily with

these products.

D. Generic competition

Generic competition essentially includes those companies competing for the same

amount consumer money. In case of Haldiram's, it includes all edible products in the

same price range

43
Porter's Five Forces Model

Porter's five forces determine the intrinsic long-run profit attractiveness of a market or

a market segment. The following is the analysis of this model with respect to

Haldiram's:

1) Threat of Intense Segment Rivalry (Industry Competitors)

Haldiram's did not face any intense segment rivalry in the initial stages and some time

after that, but the last few years have seen a lot of players entering the

namkeens/snack food segment. This has led to various new products being introduced

by all. Variety and higher quality standards have been set & the companies are

competing with each other to grab a larger market share in this segment and hence

there is evident segment rivalry. The primary and potential threat that appears to

Haldiram's is from the unorganized segment with its lower pricing and variety in the

products.

2) Threat of New Entrants

There is a threat of new entrants especially from the unorganized sector that has lesser

quality pressures. The entry and exit barriers are both low leading to stable returns,

therefore big companies may enter this segment looking for a quick profit.

3) Threat of Substitute Products

Threat of substitute products arises from the ability of the consumer to substitute

namkeens by other things that suit him. For example ice creams, biscuits, bakery

products. Like wise and outing for burger and other fast food items may also

substitute for namkeens. The players have to monitor prices closely as a fall in the

44
prices of these substitute products may lead to a price cut in the namkeen segment as

well.

45
4) Threat of Buyer's Growing Bargaining Power

There's no threat of buyers' growing bargaining power, as it doesn't represent a

significant portion of the buyers' cost. The buyers do not seem to be very price

sensitive and nor are they more concentrated (buyers are distributed across a wide

geographical region in the country) or organized.

5) Threat of Supplier's Growing Bargaining Power

Suppliers are unorganized and there are a lot of substitutes available to the company.

Moreover the number of suppliers being large and the size of the suppliers being very

small as compared to the company, the company is in a strong bargaining position.

Hence there is no such threat of suppliers' growing bargaining power.

Figure 6.1 on the following page shows the ‘Porter's 5 Force s Model' with respect to

Haldiram's Potential Entrants

Fig 6.1: Porter's
Five Forces Model · Low entry and exit
(for Namkeen barriers
segment) · Stable return
· Industry Growth rate
· Economies of scale
· Incumbents' defense of
market share

Suppliers

· Many
competitivesuppliers
· Low costs to switch
suppliers
· Size small as
compared to company

46
 SWOT ANALYSIS

Introduction

A. 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

updation of their product range.

· Their brand is associated with tradition and quality.

· Their products are known among the most 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.
Industry Competitors Buyers

· Their production processes are· semi-automated and by using

Good market growth · Product
state ofdoesn't
the art
rate represent significant
technology they have been able· toMarket
increase the shelf
equilibrium life of their products
fraction from cost
of buyers'
intact · Price sensitivity is
one week to six months. · Low exit cost. low.
· Frequent innovation · Buyers are distributed
making
· They are the undisputed market leaders it expensive
in the to
namkeen segment. and not organized
compete
· Presence of strong and
· Haldiram's has been able to build its brand today
aggressive on the basis of word of mouth
competitors

publicity, which has actually taken a lot of people by surprise.

· Approval by FDA-HACCP, ISO 9002 and SPA stand testimony to the emphasis
Substitutes

that Haldiram's lays on the high· quality

Lot offor its products.
substitutes for
namkeens
· Price trends have to be
monitored closely
47
(threat of form
competition)
· 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 indiatimes.com

B. Weaknesses:

· 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 too 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's group consists of 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 a 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

48
C. 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 kids 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 profits as they have just started

advertising. Opportunity to go into radio advertising leading to greater 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.

D. 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.

49
· 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 impact 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 initial advantage whereas except for potato chips,

Haldiram's is still considering entering 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.

· Competition from local restaurants cum sweet shops.

· High market presence and share of the unorganized sector.

SWOT Matrix – 1 (Figure 4.1)

STRENGTHS WEAKNESSES

50
OPPORTUNITIES · Existing customer base · Opportunity to spread

largely middle-aged the brand name and

people, with an increase market share

opportunity to tap kids and through aggressive

teenager segment using advertising, which

their brand name. they haven't yet

resorted to.
· Ability to use superior

technology, brand name · By integrating all the

and packaging techniques three concerns under

to cut into the unbranded the group, Haldiram's

sector. can eliminate brand

fragmentation and

increase its profits.

51
THREATS · Overcoming competition · Conflict between

by utilizing their wide concerns resulting in

variety of products. cutting into each

other's market share.

· Lack of transparency

in the organization,

which may cause

difficulty in raising

funds for further

expansion.

· Lack of Corporate

Social Responsibility

(CSR), which may

affect the Goodwill of

the organization.

52
SWOT Matrix – 2(Fig 4.2)

STRENGTHS WEAKNESSES

1. Variety 1.Market Surveys

2. Brand Image 2.Started advertising too late

3. Hygienic 3.No policies on CSR

4. Packaging 4.Lack of collaboration between the three

5. Technology concerns

6. Market Leader 5.Not cash rich as it's competitors

7. Word of mouth publicity

8. Quality

9. Exports

10.Wide consumer base

11.Rural penetration

12.Online selling

OPPORTUNITIES THREATS

1.Western snack foods segment 1.Large number of competitors

2.Associating with other brands 2. Three concerns affecting each other's

image.
3.Kids and teenagers segment

3. Competitors have already entered the

4.Diversifying further

53
 5.Radio advertising western snack foods market.

4. Lack of aggressive advertising.

FINDINGS AND ANALYSIS

The following chart shows the distribution of the respondents according to the age

group:

Age Profile of Respondents

more than 50
6% 15-20
6%
41-50 21-24
9% 19%

31-40
22%

25-30
38%

A. Consumption Patterns

54
 Do you consume Haldiram's products?

NO
9%

YES
91%

· 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

Namkeen Consumption
Prefer Local Snacks?
OTHERS 7
MTR 3
Brand

BIKANER 14
YES
LEHAR 21
LAYS 21
34%
HALDIRAM'S 29 NO
0 10 20 30 40 66%
No. of Respondents

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

55
 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

Have been consuming Haldiram's since.......

1-3 years
31%

6mths- 1 year
10%

less than 6 mths greater than 3

0% yrs
59%

less than 6 mths 6mths- 1 year 1-3 years greater than 3 yrs

· 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 chances

of the substitutability of the Haldiram's 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.

56
Factors Influencing Buying Behaviour of Namkeens

Factors affecting purchase of Namkeens

Factors Packaging

Quality

Price

0 5 10 15 20 25
No. of Respondents

· 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.

Feature Preference(s)

30
25
No. of Respondants

20
15
10
5
0
Variety Food Taste & Hygiene Nutritional Price Packaging
Quality Value

Very Important Important Somew hat Important Least Important Not at all Important

57
· 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.

I find Haldiram's price...

Very High Very Low Low

3% 0% 0%

High
41%

Reasonable
56%

58
With respect to Haldiram's it was found that 56% of the respondents considered the

rice to be reasonable. However 41% also considered it to be high. This confusion is

however solved when viewed in the light of the following graph that analyses the

rating of various factors.

Rating of factors influencing buying behaviour for Haldiram's

95
Total Score

90
85
80
Packaging Variety Price Quality Hygiene Taste
Factor

· 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.

59
 I find Haldiram's Namkeens nutritional
value...
27

R espondants
30

N o. of
20
10 5
0
0
Minimal Adequate Healthy

· 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.

C. Type of Buying Behaviour

Signifiacnce Difference between

Haldiram's and other brands?

No
31%

Yes
69%

· 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'.

60
 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.

D. 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

toNamkeens, 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.

61
 FINDINGS

‘Consumer Behaviour Analysis'

· Consumers have started increasing their consumption of other brand items which

is evident from the fact that 29 of the 32 respondents eat Haldiram's Namkeens

while a close 21 each eat products of Lays and Lehar. However local snacks seem

to be losing their hold on the consumers mainly because of their lack of stress on

hygiene and quality. However, consumers seem to be very loyal towards the brand

called Haldiram's primarily because of the high priority they give to taste, quality

and hygiene as is evident from the statistics mentioned above.

· Another interesting finding that is that in the absence of the role of the

‘Influencer', the roles of the ‘Decider' and ‘User' seem to be shared by the same

person.

· The consumers have given top priority to ‘Food taste and Quality' and ‘Hygiene'.

Haldiram's needs to be appreciated for having pioneered these factors in the

packaged namkeens segment. However, to retain their stronghold on existing

consumers and attract new consumers, Haldiram's needs to maintain and even

improve these standards.

· One aspect, however, that Haldiram's needs to focus on is their price. 41% found

it to be ‘High'. Haldiram's needs to focus on this factor as any reduction in the

62
 price cut by it's competitors may influence the buyer to drift towards another

brand.

· Overall, Haldiram's is undoubtedly the most favored namkeen of the consumers

and this is established by one of the findings whereby 91% of the total

respondents actually consume Haldiram's.

‘Competition Analysis'

· There are no two ways about the fact that when it comes to the namkeens segment

Haldiram's is way ahead of its competitors. It has a very strong brand loyalty,

which is what makes the task of its competitors even more difficult. However with

the entry of Lays, MTR into this segment and the prior presence of Bikano in this

segment the competition has really heated up and the market share is gradually

being grabbed by various players. Hence its important for Haldiram's to keep

innovating and concentrating on its strengths – quality and taste in order to further

consolidate its position as a market leader in the namkeens segment.

· Another thing that Haldiram's has to be wary about is the immense form

competition that it faces. Namkeens is a consumable, which can be easily

substituted. There are various substitutes like salty biscuits, bakery items but the

biggest threat that it faces is the traditional snack items like samosas,

kachoris,etc…. However it has already started to take steps in this direction

bringing out packaged ready-to-eat small samosas.

· Another plus for Haldiram's is that it has started targeting the international market.

It now doesn't face any major competition in this market and can hence make the

63
best of it. This long-term strategy of Haldiram's has already started yielding

results.

CHAPTER 4

CONCLUSION &

RECOMMENDATIONS

64
 CONCLUSION

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

foods arm, which has almost brought in a snack-chip revolution in the country,

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

Even the dairy major Mother Dairy has a presence in the category. With the entry 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.

65
 RECOMMENDATIONS

Haldiram's should aim at constructing a comprehensive media mix.

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

· Set up mini outlets inside the multinational office complexes.

· Cash in on the call center wave and have tie-ups with business process

outsourcing companies.

· Undertake catering at get together, wedding and kitty parties for women who form

a chunk of its target audience.

· Conduct road shows on various campuses nation wide.

Whatever tools and methods the company chooses to employ, interactive

communication should be given high priority.

66
 BIBLIOGRAPHY

Book Material

· Marketing Management by Philip Kotler

· Sales & Distribution Management by Tapan K Panda & Sunil Sahadev

· Service marketing , Pearson Education Ptc Ltd., New Delhi by Lovelock,

Christopher H.

Company Visits

· Mr. K K Goyal (Sales Manager)

Corporate Office

Haldirams Marketing Pvt. Ltd.

B-1/H-8,

Mohan Co-Operative Ind. Estate,

Mathura Road, New Delhi-4

Websites:

· www.Indianfoodindustry.net

· www.haldirams.com

· www.haldiramsusa.com

· www.bikaji.com

· www.google.co.in

· www.samratnamkeen.com

· The Hindu(www.hinduonnet.com)

· Times news Network(www.economictimes.indiat imes.com)

67
 ANNEXURE

QUESTIONNAIRE

Q1. What age profile do you belong to?

o 15-20 o 21-24 31-40

o 41-50 oMore than 50

Q2. Do you consume Haldiram's products?

o Yes oNo

Q3. What is your brand preference for namkeens?

o Haldirams o Lays 0 o Lehar Bikaner

o MTR o Others

Q4. Do you prefer local snacks?

o Yes oNo

Q5. Since when have you been consuming Haldiram's Products?

o Less than 6 months o6 month – 1year

o 1-3 years oGreater than 3 years

68
Q6. How would you rate the quality of Haldiram over the period of use?

o Significantly better o Better

o Natural Worse o Significantly worse

Q7. What factors motivated you to buy Haldiram's products?

o Friends o Neighbours o Relatives

o Family o Ads o Self

Q8. Which of these factors influence your buying bahaviour of namkeens?

o Packaging o Quality o Price

Q9. How would you rate the following factors in order of your preference?

o Variety o Food taste and quality

o Hygiene o Nutritional value

o Price o Packaging

Q10. How you find Haldiram's price ?

o High o Very high o Very low

o Low o Reasonable

Q11. Would you buy Haldiram's products for their

o Packaging o Variety oPrice

o Quality o Hygiene o Taste

Q12. How would you rate the Haldiram's namkeens for their nutritional value?

69
 o Minimal o Adequate o Healthy

Q13. Do you buy Haldiram's gift packages?

o Yes o No

Q14. Do you think that is there any significance difference between Haldiram's

products and other brands?

o Yes o No

70