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 brand and is a familiar sight not only in India, but as well on shelves across USA, UK, and the Middle-East.Positioning* Healthy and tasty ready to occupy packaged food* Different varieties for South, North , east and west* alter packet size ranging from 100g to 1KgMarketing MixProductHaldiram offers a variant products as per customers requirement such as sweets, dairyproducts, snack sets. PRICE competitory terms to penetrate the unorganized markets. Prices varies according to weights & type of Namkeens & rawmaterials.PLACEWhere customers crapper purchase the product is also an important factor in ascertain sales. It is operational at Railway outlets & Retail Shops . It is also available in rural & urbanareasPROMOTIONHigh awareness among the customers . High brand verity for Haldiram products.POSITIONINGHaldiram offers ready to eat high quality readily available Indian snacks w ith excellent PackagingTarget Group* Women Namkeens* Takatak & whoopies Kids* Sugar exhaust sweets diabetic and health conscious customersThe Marketing MixProducts* Haldirams offered a wide range of products to its customers. The product range includednamkeens, sweets, sharbats, bakery items, dairy products, papad and ice-creams (See ExhibitI for enlarge 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 coordinate 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 packaging (C&F) agentsPromotion* Haldir ams product promotion had been low key until tilt intensified in the snack foods market. The company tied with Profile advertizement for promoting its products.Consequently, attractive posters, brochures and mailers were designed to enhance thevisibility of the Haldirams brand.