Submitted by:Sayam Roy REG NO:-1301247023 PGDM SEC A

BACKGROUND OF HALDIRAMS: In the year 1937, Ganga Bishen Agarwal established a single sweet shop in the Northern city of Bikaner. For over six decades the business was confined to just a single sweet shop. In the 1990s, it experienced expansion by leaps and bounds at three major cities of India- Kolkata in the East, Nagpur in the West and Delhi in North. Today the groups outlets are present all over the world. Q. Haldirams is certainly doing well, and the company is growing with a significant clip.

How is the company aligning its 4Ps to sustain its growth in the competitive market?

The company is aligning its 4Ps in the following ways to sustain its growth in the competitive market:-

Products : Offering a wide range of products including traditional Indian sweets and snacks but emphasizing more on namkeen that generated maximum revenue.

The product range includes: i. Namkeens ii. Sweets iii. Bakery products iv. Dairy products v. Sharbat vi. Papad vii. Ice-creams viii. Packed meal
Giving importance to the local masses and thus launching Murukkus (a South Indian mixture) for south Indian customers and Bhelpuri for western India.

Varieties of Namkeens manufactured by various plants across India : i. Nagpur unit- 51 ii. Kolkata unit - 37 iii. Delhi unit - 25

 Products based on festive seasons: i. Panchratan ii. Premium iii. Nazarana

This allowed the people to spend their money on food items besides keeping in touch with their tradition & culture in a new way.

Price : Launched its various products at a very competitive price in an attempt to monopolize the unorganized namkeen market. Pricing Objective: To maximize Market Share as there is a huge unorganised market of Namkeens and Sweets.

Pricing Method: i. Value Based Pricing:- Haldirams charges a fairly low price for its high quality snacks and sweets. Pricing Policy: i. Customer Centric Pricing:- Taking into consideration the price conscious consumers in India, Haldirams fixes their price. Providing the products in a very small packet of 30gm (for only Rs.5/-) helped them to reach the common Indian man.

Distribution : Has a very strong distribution policy. Manufacturing unit Carrying and Forwarding agents Distributors Retail outlets. Offering products through exclusive showrooms as well as through super markets, sweet shops, bakeries. Tie up with indiatimes.com to sell its products online. Tie up with other websites like giftstoindia.com, tohfatoindia.com which enabled people residing abroad to send Haldirams gift packets to specific locations in India.

 Promotion : Collaboration with profile advertising9 to promote its products. Punch line of their product is always in good taste. Advertising entire product line through print media, on television with catchy lines like millions of tongues cant go wrong, chat samosa - big maza, what you see is what you buy etc. Outdoor advertising like Hoardings and posters focused on individual products in high traffic areas. Advertising through broadcast media like ads in TVs and radio. Promoting through online advertisement using Youtube and social networking sites. Highlighting the shelf life of its products with the caption six months on the shelf and six seconds in your mouth. Haldirams restaurant in Delhi started using specially purified water to attract NRI customers who were hesitant of trying street food because of unhygienic condition.