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

Place Contd...

Haldiram's also offered its products through the Internet. The company tied up with indiatimes.com, a website owned by the Times of India group⁸ to sell its products over the Internet. Haldiram's products could be ordered through a host of other websites in India and abroad. Giftstoindia.com, giftssmashhits.com, tohfatoindia.com and channelindia.com enabled people residing abroad to send Haldiram's gift packs to specified locations in India. Region-specific websites enabled people to send gifts to specified regions. These include indiamart.com (Delhi and surrounding areas), mumbaiflowersgifts.com (Mumbai), and chennaiflowersgifts.com (Chennai and other parts of Tamilnadu). These websites competed on issues such as delivery time, which varied between 48 hrs to one week, delivery charges (some websites offered free delivery of products) and value added services (like sending personal messages along with the gift packs).

Promotion

Haldiram's product promotion had been low key until competition intensified in the snack foods market. The company tied with 'Profile Advertising'⁹ for promoting its products.

Consequently, attractive posters, brochures and mailers were designed to enhance the visibility of the Haldiram's brand. Different varieties of posters were designed to appeal to the masses.

The punch line for Haldiram's products was, 'Always in good taste.' Advertisements depicting the entire range of Haldiram's sweets and namkeens were published in the print media (magazines and newspapers).

These advertisements had captions such as 'millions of tongues can't go wrong,' 'What are you waiting for, Diwali?' and 'Keeping your taste buds on their toes.' To increase the visibility of the Haldiram's brand, the company placed its hoardings in high traffic areas such as train stations and bus stations. Posters were designed for display on public transport vehicles such as buses, and hoardings, focused on individual products were developed.

Haldiram's Group - Seeking the 'Right' Marketing Mix - Next Page >>>

8] The Times of India group is owned by Bennett, Coleman & Company Ltd. It is India's leading publishers of
newspapers and magazines catering to a wide cross section of customers. The newspapers published by the group
include Times of India, Economic Times, Nav Bharat Times and Sandhya Times (Hindi). The magazines published
include Femina and Filmfare. Times FM, a music channel owned by the group, broadcasts programs in five cities in India.

9] An advertising agency based in India.

Case Details

Case Code : MKTG048
Themes: Marketing Mix
Case Length : 10 Pages
Period : 1990-2003
Organization : Haldiram Group
Pub Date : 2003
Teaching Note : Not Available
Countries : India
Industry : Ready to Eat Snack Foods

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