Description
What kind of snacks they prefer and what not
SUMMER INTERNSHIP
2015
CONSUMER BEHAVIOUR
ON HALDIRAM’s NAMKEEN
AND SWEETS
Under the guidance of :
Mr. Gaurav Mahajan
Mr. Avneesh Sharma
Areas Covered :
anakpuri
Vikas Puri
Anand Vihar
al Bazaar
Connaught Place
Karol Bagh
Rohini
Ashok Vihar
Malviya Nagar
Khan Market
HISTORY
Haldiram's was founded in 1937 by Gangabisenji
Agrawal, as a retail sweets and namkeen shop in
Bikaner, Rajasthan. In expansion, the company's first
manufacturing plant was located in Calcutta. In 1970 a
larger manufacturing plant was established in Nagpur.
Another manufacturing plant was established in New
Delhi, the capital of India, in the early 1990s, which
also had a retail store. In 2003, the company began
the process of developing convenience foods to be
marketed to consumers.[ In 2008, the chairman of the
company's Nagpur branch was Shivkishan Agarwal.[n
2014, Haldiram was ranked 55th among India's most
trusted brands according to the Brand Trust Report, a
Which kind of snacks
do you prefer the
most ?
All the well
educated young
generations prefer
western snacks.
People above 30
generally prefers
traditional
namkeens.
Low class and not
so educated young
generation still
prefers traditional.
Preference
Traditional namkeens
Western snacks
37%
63%
Which brand do you prefer
the most in traditional
namkeens
Most of the people
prefer Haldirams?whereas
very few prefers other companies and are not
satisfied with the taste of Haldiram’s
140
Preference
16
3
10
Which brand do you prefer
the most in Western
Snacks
?
• Haldiram’s chips are not
distributed properly in the
market by distributors.
• Marketing strategy of
Haldiram’s Chips is very
poor which is the major
reason of the failure.
• The packaging of
Haldiram’s Chips is not
very attractive. The air is
very less.
• There are less variety of
western snacks whereas
Lays has many.
Preference
Bingo; 16% Haldiram's; 9%
Lays; 75%
Does Haldiram need to
advertise ?
• All the educated
people of the urban
areas are highly
influenced by
advertisements and
considers Haldiram’s
to be very poor in
terms of
advertisement.
• All the uneducated
class of people says
Haldiram’s is a
brand and it doesn’t
need to advertise.
Preference
Preference
77
50
27
15
Which packed sweets of
Haldiram’s do you prefer
the most ?
Doesn't eat; 11%
Rasgulla; 31%
Gulab Jamun; 16%
Soan Papdi; 42%
Are you satisfied with
taste of Haldiram’s
Namkeen and sweets ?
No; 8%
• The unsatisfied customers
states that the quality of
Haldiram’s is not the same and
they probably use the cheapest
oil.
• The customer care service is
very bad as per the customers.
Yes; 92%
What type of a consumer
are you of Haldiram ?
Occasional; 34%
Regular; 66%
Which rupee pack do you
mostly prefer ?
120
100
80
60
40
20
0
Rs. 5
Rs. 10
Rs. 20 & above
Have you tried our new
product range ?
• Most of the people
are not aware of
the new product
launch due to poor
marketing
strategies.
Not Aware
Cookies
• Fatafat Bhel has
Fatafat Bhel
done really well
due to its good
Diet Range Namkeens
taste and attractive
packaging.
71
9
61
28
Are you liking our new
products ?
• People are liking our new
product FATAFAT BHEL very
much.
• People who have said “NO”
are mostly for diet range
namkeens and cookies.
• Diet range Namkeens has a
mixed response from the
consumers. They are
preferring either local
competitor or Garden’s diet
range.
No; 26%
Yes; 74%
•
The picture beside is a
picture of a store in Rohini
who has a chips stand
given to them by
Haldiram’s and ITC.
•
The stand in the left is
given by Haldiram’s
whereas the right one is
given by ITC to promote
Bingo.
•
The stand of ITC highlights
more of their product Bingo
but in the Haldiram’s stand
it is not recognized.
•
Better stands with more
highlights could be
provided to the stores.
Major suggestions given to Haldiram’s
about customer’s preferences and wants
are :
•
New product range should be introduced in the
market with more innovative ideas and good taste.
•
Strong Advertisement should be done in order to
attract young generation specially in western
products and new products.
•
A toy could be provided inside the western snacks
in order to attract more kids towards Haldiram’s
western snacks.
•
More schemes and offers.
Whoopies has done really good in
market and is known to kids as it
was promoted as whoopies whereas
Haldiram’s Chips is not promoted
that well.
If we promote our western snacks
with a different name and an
attractive packaging it may do well
in the Indian market.
Haldiram’s is a brand and has many
“Word of mouth” customers but in
order to capture the young
generation’s market it needs to
advertise more and use the correct
marketing strategy for its products
and an attractive packaging style
with enough air in it.
Certain complaints from the
consumers :
•
Quality of namkeens has decreased.
•
Products received by the customers are old batch
products sometimes.
•
Western snacks are not available everywhere.
( When asked to the retailers, they say that the
distribution of western snacks is not proper –
specially in East Delhi )
•
Weak advertisement.
•
Customer care service is very poor.
• Products are not available in Ring Road and the
focus is not done on them.
• Distributors doesn't reach the retailers if they
had said no to keep the product at some point
of time but now they want to keep and they
keep calling the distributor but they don’t go.
• When a retailer gives order to the distributor for
chips they instead give them takatak or other
western products due to which they get angry
and avoid giving order for the chips.
• Major focus should be done in the packaging
design and quality of Haldiram’s western snacks
specially air.
THANKYOU
PRESENTATION MADE BY
NIKET JAIN
nd
BBA 2 year
.D.Birla Institute, Kolkat
doc_805907241.pptx
What kind of snacks they prefer and what not
SUMMER INTERNSHIP
2015
CONSUMER BEHAVIOUR
ON HALDIRAM’s NAMKEEN
AND SWEETS
Under the guidance of :
Mr. Gaurav Mahajan
Mr. Avneesh Sharma
Areas Covered :
anakpuri
Vikas Puri
Anand Vihar
al Bazaar
Connaught Place
Karol Bagh
Rohini
Ashok Vihar
Malviya Nagar
Khan Market
HISTORY
Haldiram's was founded in 1937 by Gangabisenji
Agrawal, as a retail sweets and namkeen shop in
Bikaner, Rajasthan. In expansion, the company's first
manufacturing plant was located in Calcutta. In 1970 a
larger manufacturing plant was established in Nagpur.
Another manufacturing plant was established in New
Delhi, the capital of India, in the early 1990s, which
also had a retail store. In 2003, the company began
the process of developing convenience foods to be
marketed to consumers.[ In 2008, the chairman of the
company's Nagpur branch was Shivkishan Agarwal.[n
2014, Haldiram was ranked 55th among India's most
trusted brands according to the Brand Trust Report, a
Which kind of snacks
do you prefer the
most ?
All the well
educated young
generations prefer
western snacks.
People above 30
generally prefers
traditional
namkeens.
Low class and not
so educated young
generation still
prefers traditional.
Preference
Traditional namkeens
Western snacks
37%
63%
Which brand do you prefer
the most in traditional
namkeens
Most of the people
prefer Haldirams?whereas
very few prefers other companies and are not
satisfied with the taste of Haldiram’s
140
Preference
16
3
10
Which brand do you prefer
the most in Western
Snacks
?
• Haldiram’s chips are not
distributed properly in the
market by distributors.
• Marketing strategy of
Haldiram’s Chips is very
poor which is the major
reason of the failure.
• The packaging of
Haldiram’s Chips is not
very attractive. The air is
very less.
• There are less variety of
western snacks whereas
Lays has many.
Preference
Bingo; 16% Haldiram's; 9%
Lays; 75%
Does Haldiram need to
advertise ?
• All the educated
people of the urban
areas are highly
influenced by
advertisements and
considers Haldiram’s
to be very poor in
terms of
advertisement.
• All the uneducated
class of people says
Haldiram’s is a
brand and it doesn’t
need to advertise.
Preference
Preference
77
50
27
15
Which packed sweets of
Haldiram’s do you prefer
the most ?
Doesn't eat; 11%
Rasgulla; 31%
Gulab Jamun; 16%
Soan Papdi; 42%
Are you satisfied with
taste of Haldiram’s
Namkeen and sweets ?
No; 8%
• The unsatisfied customers
states that the quality of
Haldiram’s is not the same and
they probably use the cheapest
oil.
• The customer care service is
very bad as per the customers.
Yes; 92%
What type of a consumer
are you of Haldiram ?
Occasional; 34%
Regular; 66%
Which rupee pack do you
mostly prefer ?
120
100
80
60
40
20
0
Rs. 5
Rs. 10
Rs. 20 & above
Have you tried our new
product range ?
• Most of the people
are not aware of
the new product
launch due to poor
marketing
strategies.
Not Aware
Cookies
• Fatafat Bhel has
Fatafat Bhel
done really well
due to its good
Diet Range Namkeens
taste and attractive
packaging.
71
9
61
28
Are you liking our new
products ?
• People are liking our new
product FATAFAT BHEL very
much.
• People who have said “NO”
are mostly for diet range
namkeens and cookies.
• Diet range Namkeens has a
mixed response from the
consumers. They are
preferring either local
competitor or Garden’s diet
range.
No; 26%
Yes; 74%
•
The picture beside is a
picture of a store in Rohini
who has a chips stand
given to them by
Haldiram’s and ITC.
•
The stand in the left is
given by Haldiram’s
whereas the right one is
given by ITC to promote
Bingo.
•
The stand of ITC highlights
more of their product Bingo
but in the Haldiram’s stand
it is not recognized.
•
Better stands with more
highlights could be
provided to the stores.
Major suggestions given to Haldiram’s
about customer’s preferences and wants
are :
•
New product range should be introduced in the
market with more innovative ideas and good taste.
•
Strong Advertisement should be done in order to
attract young generation specially in western
products and new products.
•
A toy could be provided inside the western snacks
in order to attract more kids towards Haldiram’s
western snacks.
•
More schemes and offers.
Whoopies has done really good in
market and is known to kids as it
was promoted as whoopies whereas
Haldiram’s Chips is not promoted
that well.
If we promote our western snacks
with a different name and an
attractive packaging it may do well
in the Indian market.
Haldiram’s is a brand and has many
“Word of mouth” customers but in
order to capture the young
generation’s market it needs to
advertise more and use the correct
marketing strategy for its products
and an attractive packaging style
with enough air in it.
Certain complaints from the
consumers :
•
Quality of namkeens has decreased.
•
Products received by the customers are old batch
products sometimes.
•
Western snacks are not available everywhere.
( When asked to the retailers, they say that the
distribution of western snacks is not proper –
specially in East Delhi )
•
Weak advertisement.
•
Customer care service is very poor.
• Products are not available in Ring Road and the
focus is not done on them.
• Distributors doesn't reach the retailers if they
had said no to keep the product at some point
of time but now they want to keep and they
keep calling the distributor but they don’t go.
• When a retailer gives order to the distributor for
chips they instead give them takatak or other
western products due to which they get angry
and avoid giving order for the chips.
• Major focus should be done in the packaging
design and quality of Haldiram’s western snacks
specially air.
THANKYOU
PRESENTATION MADE BY
NIKET JAIN
nd
BBA 2 year
.D.Birla Institute, Kolkat
doc_805907241.pptx