Final Project of

RIDCB
By
VISHAL SHARMA
S-160020101056
Product description: - The story of the brand dates back to 1937 to a town called Bikaner in
Rajasthan where Haldiram’s was a small snack shop owned by Gangabisanji Agarwal, known as
Haldiram Agarwal.

In 1982, the business began expanding and set up its first shop in Delhi. A decade later, the
company started to export to the U.S.

Globally, Haldiram’s products are now available in over 50 countries and occupy “considerable
shelf space” in supermarkets like, Tesco, Somerfield, Spinneys and Carrefour, according to the
company’s website. A.K. Tyagi, a senior vice-president at Haldiram’s said that its food is
“100% safe.”

He further said that food-safety standards differed in both India and the U.S. and a “pesticide that
is permitted in India may not be allowed there.”

Haldiram’s is a household name in India, selling everything from savory snacks, known
asnamkeens, to traditional sweets, potato chips and more recently, complete frozen Indian meals.
Its branded goods are sold in stores, including its own, across the country.
Product
Features: -
Packing: -
Benefits: -

Design ,Packaging & its variant : -

In India, Haldiram’s also runs restaurants serving Indian street food specialties. On average,
according to the company, the restaurants use up 3.8 billion liters of milk, 80 million kilograms
of butter, 62 million kg of potato and 60 million kg of pure ghee each year.

Among its 30 varieties of namkeen, perhaps the most popular is its “Aloo Bhujia,” spicy potato
noodles made using gram flour and spices originating the home of Haldiram’s: Bikaner.

Correction: A previous version of this post misspelled Haldiram’s in one instance.

the brand’s iconic and long standing association with Joy, make it more contemporary and
ultimately, better help shoppers navigate through the range and chose the right product for them.
Pearlfisher have achieved this in a way that stays true to our brand essence with a unique and
engaging approach that communicates the haldiram product experience in a generous, tasty and
playful way. The new design is rejuvenating the chocolate aisle and shopper experience.”
PACKAGING POINTS: -

Recyclability/Biodegradability.
A growing number of markets and many export markets have waste disposal restrictions for
packaging materials. In the near future, almost all produce packaging will be recyclable or
biodegradable, or both. Many of the largest buyers of fresh produce are also those most
concerned about environmental issues.

Variety.
The trend is toward greater use of bulk packages for processors and wholesale buyers and
smaller packages for consumers. There are now more than 1,500 different sizes and styles of
produce packages.

Sales Appeal.
High quality graphics are increasingly being used to boost sales appeal. Multi-color printing,
distinctive lettering, and logos are now common.

Shelf Life.
Modern produce packaging can be custom engineered for each commodity to extend shelf life
and reduce waste

Packaging fresh fruits and vegetables is one of the more important steps in the long and
complicated journey from grower to consumer. Bags, crates, hampers, baskets, cartons, bulk
bins, and palletized containers are convenient containers for handling, transporting, and
marketing fresh produce. More than 1,500 different types of packages are used for produce in the
U.S. and the number continues to increase as the industry introduces new packaging materials
and concepts. Although the industry generally agrees that container standardization is one way to
reduce cost, the trend in recent years has moved toward a wider range of package sizes to
accommodate the diverse needs of wholesalers, consumers, food service buyers, and processing
operations.

Packing and packaging materials contribute a significant cost to the produce industry; therefore it
is important that packers, shippers, buyers, and consumers have a clear understanding of the
wide range of packaging options available. This fact sheet describes some of the many types of
packaging, including their functions, uses, and limitations. Also included is a listing, by
commodity, of the common produce containers standard to the industry

When deciding upon a brand’s/product’s positioning in the marketplace, the organization must
ensure that end positioning has both sufficient points-of-parity (POP) and points-of-difference
(POD). What this means is that you want the brand/product to be consider equal/similar (on par
with, hence the word ‘parity’) with the major offerings in the category for the key attributes
(POP), but the brand/product also needs to have a number of unique or differentiated attributes
(POD).

An appropriate balance is required for market success. Too much reliance on points-of-parity in
the product’s positioning and it could be perceived as a ‘me-too’ product offering. And too little
emphasis on points-of-parity and the product might be perceived as not meeting the core needs
for the target market

Points-of-difference (POD)

 The aspects of the product offering that are relatively distinct to the offerings of like
competitors.

Points-of-parity (POP)

 The aspects of the product offering that are largely similar to the offerings of like
competitors.

You will note that both definitions referred to the offerings of competitors, so these terms are
relative measures. And to clarify the word ‘aspects’; it refers to the various product features,
benefits, brand equity, and other marketing mix elements (including price and place, plus any
associated marketing mix elements of services).

Target Market Analysis:-

Products
Hadrian’s offered a wide range of products to its customers. The product range included
namkeens, sweets, sharbats5, bakery items, dairy products, papad6 and ice-creams (See Exhibit I
for details of product range). However, namkeens remained the main focus area for the group
contributing close to 60% of its total revenues. By specializing in the manufacturing of
namkeens, the company seemed to have created a niche market.
Haldiram's sought to customize its products to suit the tastes and preferences of customers from
different parts of India. It launched products, which catered to the tastes of people belonging to
specific regions. For example, it launched 'Murukkus,' a South Indian snack, and 'Chennai
Mixture' for south Indian customers.

Similarly, Haldiram's launched 'Bhelpuri,' keeping in mind customers residing in western India.
The company offered certain products such as 'Nazarana,' 'Panchratan,' and 'Premium' only
during the festival season in gift packs. These measures helped Haldiram's compete effectively
in a market that was flooded with a variety of snack items in different shapes, sizes and flavours.

Pricing
Haldiram's offered its products at competitive prices in
order to penetrate the huge unorganized market of
namkeens and sweets. The company's pricing strategy
took into consideration the price conscious nature of
consumers in India.
Haldiram's launched namkeens in small packets of 30 grams, priced as low as Rs.5. The
company also launched namkeens in five different packs with prices varying according to their
weights (Refer Table I). The prices also varied on the basis of the type of namkeens and the raw
materials used to manufacture it. The cost of metallized packing7 also had an impact on the price,
especially in the case of snack foods. The company revised the prices of its products upwards
only when there was a steep increase in the raw material costs or additional taxes were imposed.

Place
Haldiram's developed a strong distribution network to ensure the widest possible reach for its
products in India as well as overseas. From the manufacturing unit, the company's finished goods
were passed on to carrying and forwarding (C&F) agents. C&F agents passed on the products to
distributors, who shipped them to retail outlets. While the Delhi unit of Haldiram's had 25 C&F
agents and 700 distributors in India, the Nagpur unit had 25 C&F agents and 375 distributors.
Haldiram's also had 35 sole distributors in the international market. The Delhi and Nagpur units
together catered to 0.6 million retail outlets in India. C&F agents received a commission of
around 5%, while distributors earned margins ranging from 8% to 10%. The retail outlets earned
margins ranging from 14% to 30%. At the retail outlet level, margins varied according to the
weight of packs sold.

Retailers earned more margins ranging from 25% to 30% by selling 30 gms pouches (priced at
Rs.5) compared to the packs of higher weights. Apart from the exclusive showrooms owned by
Haldiram's, the company offered its products through retail outlets such as supermarkets, sweet
shops, provision stores, bakeries and ice cream parlors. The products were also available in
public places such as railway stations and bus stations that accounted for a sizeable amount of its
sales.
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.
Captions such as 'yeh corn hain' (this is corn), 'chota samosa - big mazaa' (small samosa10 - big
entertainment), 'yeh Kashmiri mix khoob jamega' (this namkeen item will gel well) and 'oozing
with taste' (for Rasgoolas) promoted individual products.
For those customers who wanted to know more about Haldiram's products, special brochures
were designed which described the products and gave information about the ingredients used to
make it. Mailers were also sent to loyal customers and important corporate clients as a token of
appreciation for their patronage. Packaging was an important aspect of Haldiram's product
promotion.

Since namkeens were impulse purchase items, attractive packaging in different colours
influenced purchases. Haldiram's used the latest technology (food items were packed in nitrogen
filled pouches) to increase the shelf life of its products. While the normal shelf life of similar
products was under a week, the shelf life of Haldiram's products was about six months. The
company projected the shelf life of its products as its unique selling proposition.

When you’re seeking to create authentic marketing campaigns, especially through

social media, influencer marketing can be highly effective. When an influencer shares
your content or discusses your brand or product publicly, it often feels more organic
than if you were posting it yourself, and it can connect to their large social networks
to expand your reach. The difficult y comes in finding the right influencer and creating
campaigns that feel authentic and genuine, and have the ability to go viral.

In this post we’re going to look at seven of the best influencer marketing campaigns
we’ve ever seen, why they work and how you can replicate that success for your brand
Distribution channels in marketing are one of the classic “4 Ps” (product, promotion, price,
placement a.k.a. “distribution”). They’re a key element in your entire marketing strategy — they
help you expand your reach and grow revenue.

B2B and B2C companies can sell through a single distribution channel or through multiple
channels that may include:

 Wholesaler/Distributor
 Direct/Internet
 Direct/Catalogue
 Direct/Sales Team
 Value-Added Reseller (VAR)
 Consultant
 Dealer
 Retail
 Sales Agent/Manufacturer’s Rep

Here are three examples of distribution channels in marketing:

SELL THROUGH A VAR

SELL THROUGH A
DIRECT TO END USERS (VALUE-ADDED
DEALER NETWORK
RESELLER)

You sell a product to a

You have a sales team that
sells directly to Fortune 100
companies.
You have a second product
line for small businesses.
Instead of using your sales
team, you sell this line
directly to end-users through
your website and marketing
campaigns.
You have two markets and
two distribution channels.
You sell a product through a
geographical network of
dealers who sell to end-users
in their areas. The dealers
may service the product as
well.
Your dealers are essentially
your customers, and you have
a strong program to train and
support them with marketing
campaigns and materials.
company who bundles it with
services or other products
and resells it.
That company is called a
Value Added Reseller (VAR)
because it adds value to your
product.
A VAR may work with an
end-user to determine the
right products and
configurations, and then
implement a system that
includes your product.

To create a good distribution program, focus on the needs of your end-users.

  If users need personalized service, you can utilize a local dealer network or reseller
program to provide that service.
 If your users prefer to buy online, you can create an e-commerce website and fulfilment
system and sell direct; you can also sell to another online retailer or distributor that can
offer your product on their own sites.
 You can build your own specialized sales team to prospect and close deals directly with
customers.

Wholesalers, resellers, retailers, consultants and agents already have resources and relationships
to quickly bring your product to market. If you sell through these groups instead of (or in
addition to) selling direct, treat the entire channel as a group of customers – and they are, since
they’re buying your product and reselling it. Understand their needs and deliver strong marketing
programs; you’ll maximize everyone’s revenue in the process.

Best Case Neutral Case Worst Case

You probably aren’t hitting

your revenue goals because
You’ve used one or more your distribution strategy is
distribution channels to grow in trouble.
You’re using one or more
your revenue and market
distribution channels with
share more quickly than you With your current system,
average success.
would have otherwise. you may not be effectively
You may not have as many reaching your end-users; your
Your end-users get the
channel partners as you’d prospects probably aren’t
information and service they
like, but your current system getting the information and
need before and after the
is working moderately well. service they need to buy your
sale.
product.
You devote resources to the
If you reach your end-user
program, but you wonder Your current system may
through wholesalers, VARs
whether you’d be better off also be difficult to manage.
or other channel partners,
building an alternative For example, channel
you’ve created many
distribution method — one members may not sell at your
successful marketing
that could help you grow suggested price; they don’t
programs to drive revenue
more aggressively than you follow up on leads you
through your channel and
are growing now. deliver; they don’t service the
you’re committed to their
product very well and you’re
success.
taking calls from angry
customers.
 Metric most important to impact to digital marketing just because of internet..
o Traffic generation
o Conversion
o Revenue
This all method to source of digital marketing and all method improve sale of any brand
This is echoed across other sectors. Royal Mail uses a range of digital channels and platforms
depending on the objectives at hand, including search, display, content and social – both paid and
organic.
“Attribution continues to be a major challenge across marketing channels. Getting the right
marketing mix for both digital and offline channels, as well as understanding the impact of
earned and paid activity on lead streams remains key in the efficient stimulation of growth,” says
Ben Rhodes, director of customer marketing at Royal Mail.

“The currency of digital is becoming outdated, as dealing in trading impressions and clicks can
be very limiting when you are seeking active engagement with customers across multiple touch
points and platforms on their journey.”
1) Overall Site Traffic — Establish a base line prior to adding any new components to your
marketing efforts. Do you see a lift in overall traffic to the site during your campaign?
Examining the lift in overall traffic to the website will help to give you a more complete picture
beyond a click through report.

2) New vs. Returning Traffic — based on the website goals and the purchase cycle of the
consumer, you may be looking to increase new or returning users. The goal here should be to
understand at the start of the campaign what is most important to you and make sure that you
design a campaign to achieve that goal. In other words, if you are looking to get as many new
people to the site, look for the percentage of new traffic to increase. However if you find that the
typical consumer comes back to the site multiple times before making a purchase in store or
online, you may want to design a campaign that gets people coming back to the site and in-turn,
examine the percentage of returning traffic.

3) Mobile Traffic — More than half of digital traffic online now comes from mobile devices and
through mobile apps. Because of that trend, understanding how many users access your site via
mobile devices each month should demand attention. Look to your mobile traffic metrics to
learn about how many users are accessing your site via a mobile device. Also examine how long
they stay on the site and how deep they go on a mobile device. Compare those to your non-
mobile traffic to determine if users are more or less engaged with your site on their mobile
devices, and use that insight to enhance the experience for users.

4) Traffic Sources — Use your traffic sources to determine how users are getting to your
site. What keywords do they use? What sites are they coming from? For search traffic, aim to
increase the percentage of traffic that comes to the site via branded keywords or specific
keywords that are being highlighted in your marketing efforts that are important to your
business.
References
https://en.wikipedia.org/wiki/Marketing_management

www.aimaz.com/website-management

www.internetmarketconsulting.com/website-management

http://blog.thecenterforsalesstrategy.com/blog/bid/148614/Five-Metrics-to-Measure-the-Success-
of-Your-Digital-Marketing-Efforts
http://digitalmarketingphilippines.com/14-most-important-metrics-to-focus-in-your-digital-
marketing-campaign/
http://www.icmrindia.org/free%20resources/casestudies/haldiram-marketing.htm