Haldiram: Marketing Mix Part-2

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).

TABLE I
PRICE RANGE OF ‘NAMKEENS’ OFFERED BY HALDIRAM’S

PACK WEIGHT

PRICE (in Rs)

Source: ICMR

The prices also varied on the basis of the type of namkeens and the raw materials used to manufacture it. The cost of metallized packing[3] 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.

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