Haldiram's - The No:1 Choice of Consumers*



Case Code : CLCB037
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

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


* This caselet is intended for use only in class discussions.
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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.


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

Haldiram's, a household name in ready-to-eat snack foods in India, offered a wide range of products to its customers. The product range included namkeens (savories), sweets, sharbats, bakery items, dairy products, papads, and ice-creams.

Namkeens remained the main focus area for the group. By specializing in the manufacture of namkeens, the company created a niche market. Haldiram's sought to customize its products to suit the tastes and preferences of customers from different parts of India. For example, it launched 'Murukku,' a South Indian snack, and 'Chennai Mixture' for south Indian customers...

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?