Haldiram's Group - Seeking the 'Right' Marketing Mix
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Case Code : MKTG048
Case Length : 10 Pages
Period : 1990-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Haldiram Group
Industry : Ready to Eat Snack Foods
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
In 1937, Ganga Bishen Agarwal, (popularly known as Haldiram), opened a small sweet shop in Bikaner, a small district in Rajasthan. Bikaner had a large number of sweet shops selling sweets as well as namkeens.
'Bhujia sev,' a salty snack prepared by Ganga Bishen, was very popular among the residents of Bikaner and was also purchased by tourists coming to Bikaner.
In 1941, the name 'Haldiram's Bhujiawala' was used for the first time...
The Marketing Mix
Haldiram's offered a wide range of products to its customers. The product range included namkeens, sweets, sharbats, bakery items, dairy products, papad and ice-creams (See Exhibit I for details of product range). However, namkeens remained the main focus area for the group contributing close to 60% of its total revenues...
Haldiram's offered its products at competitive prices in order to penetrate the huge unorganized market of namkeens and sweets. The company's pricing strategy took into consideration the price conscious nature of consumers in India...
Haldiram's 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 were passed on to carrying and forwarding (C&F) agents...