Haldiram: Marketing Mix Part-1by Udit Jain on June 14, 2007
THE MARKETING MIX
Haldiram’s offered a wide range of products to its customers. The product range included namkeens, sweets, sharbats , bakery items, dairy products, papad and ice-creams . 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. While the Nagpur unit manufactured 51 different varieties of namkeens, the Kolkata unit manufactured 37 and the Delhi unit 25. The raw materials used to prepare namkeens were of best quality and were sourced from all over India.
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 flavors.