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

Background Note Contd...

In 1970, a large manufacturing unit was set up in Nagpur in the state of Maharashtra (India). In 1983, a retail outlet was set up in New Delhi. The outlet became very popular not only among the Delhiites but also among tourists visiting Delhi. Haldiram's was able to achieve significant growth during the 1980s and 1990s. In 1992, a manufacturing unit with a retail outlet attached to it was set up in the outskirts of Delhi.

A year later, Haldiram's syrups and crushes were successfully launched in the Indian market. In 1995, a restaurant was opened in New Delhi.

In 1997, realizing the potential of namkeens, the company set up a manufacturing unit in Delhi exclusively for making namkeens. To add potato products to its existing product portfolio, machinery was imported from the US.

Haldiram's maintained high quality standards at every stage of the production process. All its food items were prepared and packaged in a very hygienic environment. In the mid 1990s, Haldiram's added bakery items, dairy products, sharbats and ice creams to its portfolio.

At the beginning of the 21^st century, Haldiram's products reached millions of consumers not only in India, but also in several other countries, including the US, Canada, UK, UAE, Australia, New Zealand, Sri Lanka, Nepal, Japan and Thailand. Analysts felt that the growing popularity of Haldiram's products could be attributed to its constant focus on all the elements of the marketing mix.

An article posted on the website apeda.com⁴ quoted some of the company's strengths, "To sustain in the competitive market, Haldiram's has endeavored stress on its product quality, packaging, shelf life, competitive price with a special emphasis on consumers satisfaction and its lingering taste is amongst the best available in the world."

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4] Agriculture and Processed Foods Export Development Authority (APEDA) is an autonomous institution, which provides
financial, logistics related and promotional assistance to exporters of processed food items from India. Through its
website apeda.com, it enables exporters to give a brief account of the company and their products.

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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