Haldiram's Group - Seeking the 'Right' Marketing Mix


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG048 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 10 Pages
Period : 1990-2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Haldiram Group
Industry : Ready to Eat Snack Foods
Countries : India

Abstract:

The case examines the evolution of Haldiram's from a small sweet shop in a remote part of India to a major manufacturer of ready-to-eat snack foods in India.

The key elements of the Haldiram's marketing mix, which transformed the company into a leading manufacturer and marketer of namkeens and sweets, have been discussed.

The case also examines the issues that Haldiram's must address to compete effectively with domestic and multinational players in the snacks food market in India.

Issues:

• Understand the significance of the different elements of the marketing mix in building a leading brand in the snacks food industry in India.

Contents:

  Page No.
Introduction 1
Background Note 2
The Marketing Mix 3
The Road Ahead 6
Exhibits 9

Keywords:

Haldiram, small sweet shop, ready-to-eat, snack foods, marketing mix, namkeens, sweets, multinational players

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