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Looking at the market potential and the new strategies adopted by Haldiram.

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This management project is submitted in partial Fulfillment of the requirements for the Bachelor of business administration Degree at Integrated institute for learning management (IILM) New Delhi INDIA SUBMITTED BY: Karan Bajaj U.B. NO: 05024123 SUBMITTED ON: 17TH APRIL 2006 SUBMITTED TO: MR Vipin Agrawal CONTENTS PAGE 1. EXCECUTIVE SUMMARY 2. INTRODUCTION OF THE COMPANY-pg 1 3. BUSINESS SECTOR-pg 2 4. PROJECT FOCUS-pg 2 5. MARKET SHARE-pg 2 6. SALES AND PROFIT TREND-pg 3 7. SWOT ANALYSIS-pg4-5 8. MARKETING ENVIRONMENT-pg 6 9. PEST-G ANALYSIS-pg 6-7 10. FIVE FORCES MODEL-pg 8 11. MAIN COMPETITORS-pg 9-10 12. MARKET SHARE-pg 11 13. TARGET MARKETS-pg 11 14. SEGMENTATION-pg 12 15. TARGETING -pg 12 16. POSITIONING-pg 12 17. MARKETING MIX- pg 13-15 18. EVALUATION OF COMPANY'S CURRENT POSITION-pg 16 19. EVIDENCE OF COMPANY'S SUCCESS-pg 16 20. PROSTECTS FOR FUTURE GROWTH-pg 17 21. CONLCLUSION-pg 18 APPENDICES BIBILOGRAPHY EXECUTIVE SUMMARY Haldiram, the brand names that is always associated with quality product and service. It took more than six decades to become the leading manufacturer of Indian savory snacks. The savory snacks industry has been immensely through all these years to form an industry of about $425 millions. And the market potential for this industry is estimated to be around $ 1 billion. The savory snacks market is divided into organized sector and an unorganized sector. Currently, about 45 % of the market is being served by the organizes sector and the balance 55% is served by the unorganized sector. Presently the company has 20% market share of the organized sector and overall about 7.5% of the market share, with a turnover of $30 million. With the increasing competition and demand for the product the company needs to expand its output and also its product line. The company is opening up a new plant. The project is called "Haldirams Food limited". There would also be a change in the organizational structure. ...read more.


Geophysical The Heritage cities has been recording more demand for the products manufactured by Haldiram as compared to other major cities because of large influence of religion personal background. Page 7 FIVE FORCES MODEL OF THE SAVORY SNACKS INDUSTRY ? ? ?? ? ? . page 8 MAIN COMPETITIORS 1. BRITANNIA: Britannia, having a market share of 15% is the second largest manufacturer in the country. It owns a number of successful brands and has access to its latest technology and product range recently the company has entered into the savory snacks segment. According to the sources the company is not doing well right now. But with a strong strategy for the future, the company is a serious threat. 2. FRITO LAYS LEHAR NAMKEEN: Frito lay, is snack Food Company under the Pepsi group. Frito lay has three brands-lays, cheetos and Lehar. Sources claim that the company has a 65% market share in the branded potato chips market while lehar has a market share of 2.50% in the branded savory market 3. BIKAJI: Established in 1985, the company concentrates on Rajasthan, which is the main market for savory snack. The price of their products is lower than others, which helps them to become more prices competitive. Even then their market share is below haldiram, mainly because it is more focused on one particular state only. 4. BIKANO: Bikano is a very small company established in Delhi since 1980. The company has recently entered into savory snacks market. The quality of the product is average. 5. OTHRES: The rest of the organized market is shared by hundreds and of very small manufacturers spread all over the country like Priya Gold, Kakaji, and Uncle Chips etc. The competitors in the unorganized sector have no brand image and therefore there is not enough information available about them. Page 9 MARKET SHARE-INDIAN SAVORY INDUSTRY Page 10 MARKET SHARE The savory snacks market is divided into organized sector and an organized sector. ...read more.


Also the company cannot focus only on quality and price of the product but also on the marketing. It needs to adopt aggressive marketing before it is swept away by others. BIBILIOGRAPHY Apart from using my own understanding and knowledge there are various sources from which I have gathered information and build up this management report. Following are the sources from where I got the information: 1. Haldiram marketing & manufacturing co. ltd 2. P.R.Kumar & co. 3. Ministry of food and agriculture 4. Business times 5. The Indian high value food market 6. K.K.GOYAL - sales manager (corporate office) 7. ASHISH AGARWAL-M.D. (haldiram) Websites 1. www.business-standard.com 2. www.economictimes.com 3. www.indianfood.net 4. www.brandquiver.com 5. www.haldiram.com APPENDICES 1998 -2005 - Supernormal Growth Phase Four manufacturing units set up - Entry into new segments - Expansion into global markets - Presence in 4 continents and 25 countries - Employs over 2500 people - Became a household name for snacks in India - Market Leader in Organized Snacks foods Industry in India PORTER'S FIVE FORCES MODEL ?Bargaining Power of Suppliers -Commodity Products -Huge no of suppliers available ?Bargaining Power of Customers -Not too many players in the organized market -Value of Haldiram's Brand is well entrenched ?Threat of New Entrants -The Industry is in a boom phase -Initial capital required is reasonably low ?Threat of Substitutes -Substitutes for Sweets and Namkeens �Extremely Difficult �Well Entrenched ?Competitive Rivalry Within Industry -Increased competition from local players and MNCs �Pepsi �Priya Gold �ITC HOW IS THE PIE DIVIDED? Penetrated Snacks and Savories Market in India = $ 600 Million Potential Snacks and Savories Market in India = $ 2 Billion FUTURE SRATEGY IN GREATER DETAIL... ?Diversification into foods ?Diversify into Ready to Eat Segment ?Expansion of target customer base ?Increased focus on technology ?Streamlined Business Processes ?Greater focus on globalizing the "Haldirams" brand ?In advance talks with Carrefour and Tesco ...read more.

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