HALDIRAM'S GROUP - SEEKING THE 'RIGHT'
MARKETING MIX

QUESTIONS FOR DISCUSSION

1. "The company caters to the Indian palate, which is its primary driver of success". In light of this statement, critically examine the marketing strategies adopted by Haldiram's to capture a sizeable market share of the organized namkeens and sweets market in India.

2. In the modern competitive scenario, promotion is a key element in the marketing mix of a company. Critically analyze the promotion strategies adopted by Haldiram's. What other efforts must the company take to effectively promote its products?

3. Namkeens contribute a major share of the revenues of Haldiram's. Given the competitive scenario in the salty snack foods market in India, where competitors such as Frito Lay are introducing several innovative products, what measures must Haldiram's take to remain competitive? Explain in detail.

ADDITIONAL READINGS AND REFERENCES:

1. "Haldiram launches Summer Sip," www.financialexpress.com, April 22, 2000.
2. Bhushan Ratna, "Bakeman's plans foray into salty snacks," www.blonnet.com, June 1,
2000.
3. "About competition and their strategies," www.blonnet.com, June 15, 2000.
4. Shatrujeet N, "Lehar Namkeen: Controlling the pack game," www.apeda.com, October 23, 2000.
5. Chatterjee, Purvita "All pep and picnic," www.blonnet.com, January 4, 2001
6."Pepsi nuts over new nut snack," The Economic Times, November 22, 2001.

7. Kumar, Ramesh "Selling Smartly Against The Odds," www.blonnet.com, December 27, 2001.
8. "Mother Dairy, Bikanerwala tie up to launch namkeens," www.financialexpress.com,
January 2, 2002.
9. "Unorganized markets and marketing mix elements (FMCG)," www.blonnet.com, March 22,2002.
10. "It's snack time folks!," www.blonet.com, June 15, 2002.
11. Bhushan, Ratna "Snacking gets Cracking," www.blonnet.com, November 14, 2002.
12. Kaul, Pummy "ITC Munches on Snack Foods Business, Launches Brand 'i,'" Financial Express, November 20, 2002.
13. Kukreja, Shalini "It all Snacks Up", Brand Equity, Economic Times, December 11, 2002.
14. "Unauthorized use of trademark lands distributor in trouble," www.deccanherald.com.
15. "Exporter of Indian Snacks and Sweets," www.business.vsnl.com.
16. "The Savoury story," www.haldiram.com.
17. "Authentic Haldiram's Delights Guaranteed Fresh," www.haldiramsusa.com.
18. "Brands & Bollywood," www.indianinfoline.com,
19. Melwani, Lavina, "India has a habit of growing on you," www.littleindia.com.
20. "HLL eyes new consumer categories," www.franchiseindia.com.
21. www.asianvendors.com
22. www.rediff.com
23. www.cities.sify.com
24. www.haldiram.hypermart.net
25. www.the-week.com
26. www.haldiram.com
27. www.haldirams.com
28. www.haldiramcal.com
29. www.chennaiflowersgifts.com
30. www.mumbaiflowersgifts.com
31. www.indiatimes.com
32. www.indiamart.com