Snacks

In: Business and Management

Submitted By nirmangroup
Words 1581
Pages 7
The Marketing Mix
Products
Haldiram'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 flavors.PricingHaldiram'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…...

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