Caselet Code : CLCB037
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB037) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
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Abstract

The caselet, Haldiram's: The No: 1 Choice of Consumers, explains how Haldiram's, which markets snack products in India, became the primary choice among Indian consumers. Haldiram's came out with different products which suited the tastes of various ethnic and geographical groups. The caselet deals with how the company used the 4Ps effectively to influence consumer decision making.

Issues:

» Ways in which a company can influence consumer decision making
» Importance of the pricing strategy in the ready-to-eat snack market in India
» The need to offer products which suit the tastes of a heterogeneous group

 
Key words:

Haldiram's, Packaging, Point of purchase (POP), Shelf life, Namkeens, Product promotion, Niche market, Pricing strategy, Gift packs and Indiatimes.com.

Questions for Discussion:

1. What were the ways in which Haldiram's influenced the decision making of the consumers?

2. What were the marketing strategies followed by Haldiram's to ensure that its products became the No 1 choice among the consumers?