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

Promotion Contd...

Through its clever products and brilliant distribution it had moved into the star category of brands."¹³ Haldiram's earned recognition both in India and abroad. The Nagpur unit of Haldiram's was conferred the International Food Award by the Trofeo International Alimentacion of Barcelona¹⁴, Spain for having maintained high standards in quality and hygiene, at its manufacturing unit.

The Delhi unit was awarded the Keshalkar Memorial Award by the All India Food Preservers Association in the mid 1980s in recognition of its efforts for popularizing ethnic Indian foods in India and abroad.

In 1994, the unit was awarded the International Award for Food & Beverages by the Trade Leaders Club in Barcelona, Spain. The unit also received the Brand Equity Award¹⁵ in 1998.

Manoharlal Agarwal, who played a key role in the success of the Delhi unit, was included in the eighth edition of Distinguished Leadership by the Board of Registrars of The American Biographical Institute¹⁶. Haldiram's was also admitted as the member of Snack Food Association, US¹⁷.

The Road Ahead

In the financial year 2001-2002, the combined turnover of all three units of Haldiram's was estimated at Rs. 4 billion. The company targeted a growth of 15% for the financial year 2002-2003. Analysts felt that, given the competition in the industry, Haldiram's needed to develop new initiatives achieve this growth. The competition in the ready-to-eat snack foods market in India was intensifying. Frito Lay India Ltd. (Frito Lay), one of Haldiram's major competitors, was expanding its market share.

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13] In an article titled 'Brands and Bollywood,' on the website www.indiainfoline.com.

14] It is an international organization in the food processing industry.

15] An award given by "Brand Equity," a publication of the Times of India Group, to companies that are successful in
their respective fields.

16] Based in the US, the American Biographical Institute is a publisher of biographical reference works collected from all
over the world.

17] An international trade association of the snack food industry, representing snack food manufacturers and suppliers.

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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