Haldiram's Group - Seeking the 'Right' Marketing Mix

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Case Details:

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.

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Introduction Contd...

Haldiram's had many 'firsts' to its credit. It was the first company in India to brand 'namkeens3'. The group also pioneered new ways of packaging namkeens. Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months.

It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items such as "panipuri," "chatpapri," and so on, which catered to the needs of hygiene conscious non-resident Indians and other foreign customers.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Since the very beginning, the brand 'Haldiram's' had been renowned for its quality products. The company employed the best available technology in all its manufacturing facilities in India.

Given the increasing popularity of Haldiram's products, the group planned to expand its operations. However, some analysts felt that Haldiram's still had to overcome some hurdles. The company faced tough competition not only from sweets and snack food vendors in the unorganized market but also from domestic and international competitors like SM Foods, Bakeman's Industries Ltd, Frito Lay India Ltd.(Frito Lay) and Britannia Industries Ltd. Moreover, the group had to overcome internal problems as well. In the early 1990s, because of the conflict within the Agarwals family, Haldiram's witnessed an informal split between its three units as they started operating separately offering similar products and sharing the same brand name...

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3] These are spicy snacks made of chickpea floor, processed rice and roasted nuts. 'Namkeens'are very popular in India, especially among people from the northern part of the country. Around fifty varieties of namkeens are available in India.

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