Marketing Mix of Haldirams and 4Ps (Updated 2024)

The Marketing mix of Haldirams analyses the 4Ps of Haldirams, which includes the Product, Price, Place, and Promotion of Haldirams. Haldiram’s is a private company of Indian origins. It is associated with the food and beverage industry and manufactures tasty, hygienic, and authenticated Indian food items. The company was founded in 1937 by its founder, Gangabhisan Aggarwal. Its headquarters is in Nagpur, India. The company has targeted every age group and class of people as its potential customers, as its products are for everybody and every group seeking the right part-time. Some of its main competitors are as follows-

• Bikaji
• Lehar
• Bikano

About Haldiram’s

• Type: Confectionery and snack food company
• Industry: Food and beverage
• Founded: 1937
• Founders: Ganga Bishan Agarwal
• Headquarters: Noida, India
• Area served: India, USA, UK, Middle East, South East Asia, and other countries
• Current CEO: Aditya Agarwal
• Number of employees: Over 20,000
• Major products: Namkeens, sweets, snacks, and beverages

Haldirams Product Strategy

Haldiram’s is one of the most popular brands in India for making sweets and snacks. It serves nearly one hundred genuine food items in niche markets, and its diversified range of sweet shops includes-

• Namkeens like Sev, Mathri, Pancharatan Mixture, Navratan Mixture, Samosa, Gol Kachori, Murukku, Lite Chidwa, Bhel, Aloo Lachha, Dry Fruit Mix, Chana Choor and Salted Kaju
• Drinks like Orange Squash, Pineapple Squash, and Rose Sharbat.
• Sweets like Mango Bite, Peanut Chikki, Rajbhog, Gulab Jamun, Soan Papdi, Kaju Katli and Badam Barfi.
• Biscuits like Kaju Butter, Pista Badam, and Kaju Nankhatai.
• Dairy products like Rassagolla, Sandesh and Chamcham
• Kesar sticks kulfi and Ice creams
• Pappad
• Ready-to-eat items like Punjabi Choley, Paw Bhaji, and Dal Makhni

The product mix of Haldirams in 2023 is as follows(Source)

1. Namkeens (Savory Snacks): Aloo Bhujia, Moong Dal, Chana Chur, Bhel Puri, Navratan Mix, Masala Chana
2. Sweets: Rasgulla, Gulab Jamun, Soan Papdi, Kaju Katli, Rajbhog, Peda, Jalebi
3. Snack Mixes: Bombay Mix, Diet Chivda, Khatta Meetha Mix, Pudina Sev, Kashmiri Mixture
4. Ready-to-Eat Products: Ready-to-Eat Curries, Biryani, Paneer Dishes, Parathas, Samosas, Spring Rolls
5. Bakery Items: Cookies, Biscuits, Soan Cake
6. Beverages: Fruit Juices, Soft Drinks
7. Frozen Foods: Frozen Snacks, Frozen Desserts

Haldirams Place Strategy

Haldiram’s is a trusted brand name synonymous with quality and taste. It started its operations from a small shop in Bikaner, and it has spread its presence in both domestic markets in India and also in the international market. Export orders are carried to Thailand, Japan, New Zealand, Australia, UAE, Canada, United Kingdom and Sri Lanka.

In the domestic arena, it operates through its retail outlet chain, and its products are readily available in every food store, confectionary store, bakery, convenience store, local market, discount store, superstore, and hypermarket. Its first manufacturing facility was in Kolkata, and later plants were established at Nagpur, Bikaner, and New Delhi.

It has two manufacturing facilities and several outlets in 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 the internet supply products from Haldiram’s brand on demand. Haldiram’s has a strong distribution channel to ensure a wider geographical reach in international and domestic scenes. Finished items from the manufacturing unit and outlets are passed to C&F agents and distributors, who ship the contents to retailers and consumer markets.

Here are five key points regarding Haldiram’s place strategy:

1. Extensive Retail Presence: Haldiram has an extensive network of retail outlets, including its own branded stores, franchises, and partnerships with supermarkets and convenience stores. This wide retail presence ensures customers can easily access their products in various locations.
2. E-commerce and Online Presence: The company has a solid online presence through its official website and partnerships with e-commerce platforms. This strategy allows customers to order Haldiram’s products online and have them delivered to their doorstep, increasing accessibility.
3. Export Market Expansion: Haldiram’s has expanded its reach beyond India and into international markets. They distribute their products through various channels in countries worldwide, making their Indian snacks and sweets accessible to global consumers.
4. Supply Chain Management: The company focuses on efficient supply chain management to ensure the timely delivery of products to their retail outlets. This includes a well-organized distribution network, inventory management, and transportation logistics.
5. Product Innovation and Customization: Haldiram’s adapts its product offerings to suit the preferences of specific regions and consumer segments. This customization ensures that they can effectively penetrate and serve diverse markets within India and abroad.

Haldirams Pricing Strategy

In the financial year 2013-14, Haldiram’s brand recorded revenues amounting to rupees 3,500 crores. At its onset, the brand wanted to penetrate both urban and rural markets, seeking proper marketing to capture the maximum part of India’s sweets and snacks market.

The company knew that Indians, by nature, were price-conscious people and hence decided to adopt a competitive and penetration policy for its products and keep its prices lower than its rival brands. It has a reasonable pricing strategy that makes competitive prices of its products affordable and within range to satisfy customers.

Small packets were introduced so that they became easy buys. Large sales volumes have helped the company achieve more significant total revenues.

Several key elements can describe Haldiram’s pricing strategy:

1. Value-Based Pricing: Haldiram’s focuses on offering value to its customers. The pricing of its products is determined by the perceived value they provide to consumers in terms of taste, quality, and brand reputation.
2. Premium Pricing for Premium Quality: Haldiram’s has built a reputation for high-quality snacks and sweets. It leverages premium pricing to communicate this quality and position itself as a trusted and premium brand in the industry. This strategy allows the company to maintain healthy profit margins while delivering exceptional products.
3. Competitive Pricing: In a highly competitive market, Haldiram closely monitors the pricing strategies of its competitors. It aims to remain competitive while differentiating itself through product quality, variety, and brand image.
4. Dynamic Pricing: Haldiram’s may employ dynamic pricing strategies during special occasions, festivals, or promotional periods. This includes discounts, special bundles, and limited-time offers to attract and retain customers. Such dynamic pricing tactics help drive sales during peak seasons.
5. International Pricing: In international markets, Haldiram’s adjusts its pricing strategy to account for local market conditions, currency fluctuations, and competitive landscapes. This flexibility allows the brand to remain competitive while adapting to regional preferences and economic factors.

Haldirams Promotion Strategy

Competition has been a driving factor that has led to Haldiram’s making some good changes in its promotional policy. It has adopted a Profile Advertising strategy and consequently has designed several mailers. The company offered several brochures and attractive posters to enhance brand visibility. The company took the help of print media and advertised its entire product range through newspapers and magazines. Billboards were placed in high-traffic areas like railways and bus stations and displayed on vehicles such as buses and trucks.

According to a survey conducted in 2014, Haldiram’s was ranked 55th in terms of trust amongst its customers. The company has paid particular attention to its presentation and packaging to maintain the product’s taste, freshness, and flavor for extended periods. Haldiram’s has made several deals to promote its products. In August 2014, it started catering operations for Paschim Express of Indian Railways, which ran between the Mumbai and Amritsar stations.

Haldiram’s promotion strategy focuses on the following:

1. Festive and Seasonal Campaigns: Haldiram’s runs targeted marketing campaigns during festivals and special occasions, leveraging cultural relevance to boost sales.
2. Digital Marketing and Social Media: The company engages with customers on social media platforms and uses digital advertising to create brand awareness and showcase product offerings.
3. Product Sampling and In-Store Promotions: Haldiram Haldiram’sroduct sampling events and in-store promotions to encourage trial and purchase, enhancing customer engagement and loyalty.

Some Recent Video ads and Print ads of Haldirams are:

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