Kotler 1997 "the selection of target markets, the marketing mix and the
marketing expenditure loves" "The marketing strategy is the way in which the
marketing function organizes its activities to achieve a profitable growth in
sales at a marketing mix level" "A marketing strategy may be defined as a plan
(usually long term) to achieve the organization's objectives as follows..."
a) By specifying what resources should be allocated to marketing?
b) By specifying how these resources should be used to take advantage of
opportunities which are expected to arise in the future. "A marketing strategy
would consist of the following:
Identifying markets and customer’s needs in those markets.
Planning products which will satisfy the needs of these markets.
Organizing marketing resources, so as to match products with customers
in the most efficient and effective way possible, so as to maximize
customer satisfaction and the organizations profits or sales revenue.
McDonald 1999 the term "marketing strategy" reflects the company's
best opinion as to how it can most profitably apply its skills and resources
to the marketplace. It is inevitable broad in scope. Marketing strategies
are the means by which a company achieves its marketing objectives and
are usually concerned with the 4 P
Jain 2000 "Strategic marketing means looking at the whole of a
company's portfolio of products and markets, and managing the portfolios
to achieve the company's overall
1
Bradley 2003 "A marketing strategy consists of an internationally
integrated but externally focused set of choices about the organization
addresses its customers in the context of a competitive environment."
Schnarr’s 1991 "There is no unified definition upon which marketers
agree. Instead. there are nearly as many definitions of it as there are uses
of the term. Clearly, marketing strategy is a commonly used term, but no
one is really sure what it means". Bradley 1991 "the strategic marketing
process, therefore implies deciding the marketing strategy based on a set
of objectives, target market segments, positioning and policies"
Camara 1995 Strategy which defines the general principles for reaching
objectives related to the specific SBU's and target markets. It contains the
main directives of the marketing expenditure, marketing actions, and
resource allocation in this area. It includes decisions like: segmentation
strategies, positioning, communication. The definition of marketing
strategies referring to the marketing plant it is one of the sections which
integrate the marketing plan and its own objective is to present an action
plan which will be utilized to reach the marketing plan objectives."
2
CHAPTER- 4
RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY
To study the marketing strategies and brand loyalty of Haldiram.
To study the marketing mix of Haldiram.
To study the Haldiram as a brand and define various brand
attributes related
To study the behaviour of the consumer with respect to
attributes such as Brand Loyalty and come up with
recommendations as to what all needs to be considered keeping
the consumer in mind
To analyse Haldiram competitor and compare their strategies
and come up with recommendations for any problem
being faced by it
What is Research
3
Research is "creative and systematic work undertaken to increase the stock of
knowledge". It involves the collection, organization and analysis of evidence to
increase understanding of a topic, characterized by a particular attentiveness to
controlling sources of bias and error. These activities are characterized by
accounting and controlling for biases. A research project may be an expansion
on past work in the field. To test the validity of instruments, procedures, or
experiments, research may replicate elements of prior projects or the project as
a whole.
Methodology
Methodology refers to the principles and procedures that are followed when
conducting research. It includes the research design, sample size, data collection
methods, and data analysis techniques that are used to answer a research
question.
There are many different approaches to research, and the choice of methodology
depends on the research question and the type of data that is being collected.
Some common research methodologies include:
Surveys: Surveys involve collecting data from a large number of people
through questionnaires or interviews. Surveys are often used to gather
information about attitudes, beliefs, and behaviours.
4
Experiments: Experiments involve manipulating one or more variables to
determine the effect on a particular outcome. Experiments are often used to test
hypotheses or theories.
Case studies: Case studies involve in-depth analysis of a single case or a small
number of cases. Case studies are often used to examine complex issues or
phenomena in depth.
Interviews: Interviews involve collecting data through face-to-face or telephone
conversations with individual participants. Interviews can be structured, semi-
structured, or unstructured, depending on the research goals.
Focus groups: Focus groups involve collecting data through group discussions
with a small number of participants. Focus groups are often used to gather in-
depth insights into attitudes and opinions.
When developing a methodology, it is important to consider the research
question, the resources available, and the limitations of the study. The
methodology should be clearly described in the research report, along with the
reasons for the choices made.
Research Methodology
5
A research methodology is a set of principles and procedures that you follow
when conducting research. It includes the research design, sample size, data
collection methods, and data analysis techniques that you will use to answer
your research question.
When writing a human resource internship report, it is important to follow a
systematic and structured approach to ensure that your research is reliable and
valid. Here are some steps you can follow to develop your research
methodology:
Define your research question: Clearly define the research question you want
to answer in your report.
Choose a research design: Decide on the type of research design that will best
suit your research question. Some common research designs include surveys,
experiments, case studies, and interviews.
Determine your sample size: Determine how many participants you need to
include in your study to get a representative sample of the population you are
studying.
Select your data collection methods: Choose the methods you will use to
collect data, such as surveys, interviews, or focus groups.
6
Plan your data analysis: Determine the techniques you will use to analyse the
data you collect, such as statistical analysis or content analysis.
Write your methodology section: In your report, clearly describe the research
methodology you used, including the research design, sample size, data
collection methods, and data analysis techniques.
Research Design
A research design is a plan or framework for conducting research. It outlines the
methods and procedures that will be used to collect and analyse data in order to
answer a research question.
There are many different research designs, and the choice of design depends on
the research question and the type of data that is being collected. Some common
research designs include:
Experimental design: Experimental design involves manipulating one or more
variables to determine the effect on a particular outcome. Experiments are often
used to test hypotheses or theories.
Survey design: Survey design involves collecting data from a large number of
people through questionnaires or interviews. Surveys are often used to gather
information about attitudes, beliefs, and behaviours.
7
Case study design: Case study design involves in-depth analysis of a single
case or a small number of cases. Case studies are often used to examine
complex issues or phenomena in depth.
Interview design: Interview design involves collecting data through face-to-
face or telephone conversations with individual participants. Interviews can be
structured, semi-structured, or unstructured, depending on the research goals.
Focus group design: Focus group design involves collecting data through
group discussions with a small number of participants. Focus groups are often
used to gather in-depth insights into attitudes and opinions.
When developing a research design, it is important to consider the research
question, the resources available, and the limitations of the study. The research
design should be clearly described in the research report, along with the reasons
for the choices made.
TYPES OF RESEARCH
Following are the types of research:
Descriptive research: Descriptive research involves collecting and
analysing data to describe and understand the characteristics of a particular
group or phenomenon. This type of research may involve collecting data
through surveys, interviews, or observations.
Correlational research: Correlational research involves examining the
relationship between two or more variables. This type of research can help
8
identify correlations or patterns between variables, but cannot determine
cause and effect.
Experimental research: Experimental research involves manipulating one
or more variables in order to study the effect on a dependent variable. This
type of research is used to test hypotheses and establish cause and effect
relationships.
Qualitative research: Qualitative research involves collecting and
analysing data in the form of words, rather than numbers. This type of
research is often used to explore complex phenomena and can involve
methods such as interviews, focus groups, and observations.
Mixed methods research: Mixed methods research involves using both
qualitative and quantitative research methods in the same study. This
approach can help provide a more comprehensive understanding of a
research question or problem.
Data sources Primary and Secondary
Data approaches Questionnaire
Sample size 100
Sample procedure Convenience sampling
Area of survey Delhi
Data analysis method Pie charts
9
SAMPLING
Sampling refers to the process of selecting a subset of individuals or items
from a larger population for the purpose of studying and analysing them.
Sampling is often used in research when it is not feasible or practical to
study the entire population.
The purpose of sampling is to gather information about the larger
population from a representative sample. By studying a sample, researchers
can draw conclusions and make generalizations about the larger population.
However, it is important to carefully consider the sampling method and
sample size to ensure that the sample is representative of the population and
that the results are statistically significant.
The Process of Sampling in Primary Data Collection
The steps in the process of sampling in primary data collection are as
follows:
1 Define the population: The first step in the sampling process is to define the
population, which is the group of individuals or items that the researcher is
interested in studying.
2 Determine the sampling method: The next step is to determine the
sampling method, which is the approach used to select the sample from the
population. There are many different sampling methods, and the choice of
method depends on the research question, the resources available, and the
limitations of the study.
10
3 Determine the sample size: The sample size is the number of individuals or
items that are included in the sample. The sample size should be large
enough to provide reliable results, but small enough to be practical and
efficient.
4 Select the sample: The next step is to select the sample using the chosen
sampling method. This may involve randomly selecting individuals or items
from the population, or it may involve dividing the population into
subgroups (strata) and selecting a sample from each subgroup.
5 Collect the data: Once the sample has been selected, the researcher can
collect the data from the sample using the chosen data collection method.
This may involve administering a survey, conducting an experiment, or
conducting interviews or focus groups.
6 Analyse the data: Finally, the researcher can analyse the data to answer the
research question and draw conclusions about the larger population.
Sampling design:
I. Sample Unit:
We will interview general public to know the marketing strategies and
brand loyalty of Haldiram.
II. Sample size:
The sample size of the report is 100 in numbers
Data collection method:
Primary data refers to data that is collected directly from the source,
through methods such as surveys, experiments, interviews, or observations.
11
Primary data is collected specifically for the research study and is often
collected by the researcher or a research team.
Secondary data refers to data that has already been collected and is
available for use in a research study. Secondary data can come from a
variety of sources, such as published research articles, government reports,
and online databases.
Primary data collection methods can be divided into two categories:
Quantitative and Qualitative.
Qualitative data refers to non-numerical data that is collected through
methods such as observations, interviews, focus groups, or content analysis.
Qualitative data is often used to explore complex issues or phenomena in
depth, and is often collected in the form of words, images, or video.
Quantitative data refers to numerical data that is collected through methods
such as surveys, experiments, or observational studies. Quantitative data is
often used to test hypotheses or to analyse relationships between variables.
Both qualitative and quantitative data have their advantages and
disadvantages. Qualitative data can provide in-depth insights into complex
issues and can help researchers understand the experiences and perspectives
of participants. However, qualitative data can be difficult to analyse and
may not be representative of a larger population. Quantitative data, on the
other hand, is often easier to analyse and can be used to make
generalizations about a larger population. However, quantitative data may
not provide as much detail or context as qualitative data.
12
When deciding whether to use qualitative or quantitative data, researchers
should consider the research question, the resources available, and the
limitations of the study. In some cases, it may be appropriate to use a
combination of qualitative and quantitative data. The data collection
methods should be clearly described in the research report, along with the
reasons for the choices made
For the study: Questionnaire method is used for collecting the data while
conducting the research.
3.5 LIMITATIONS
The study was done for a short period of time, which
might not hold true in a long run.
The study is only limited to limited areas of Delhi.
CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
Characteristics of sample
GENDER
Table no. 1
SEX Number of respondents Percentage of respondents
Male 71 71
13
Female 29 29
Figure No. 1
The survey suggests that it was observed that 71 respondents were men and 29
were women.
AGE
Table No. 2
Age Number of Respondents Percentage of Respondents
18-23 4 4%
24-29 21 21%
30-35 47 47%
35 and above 28 28%
14
Fig
ure
No.
2
The
surv
ey
sug
gests that it was observed that most of the respondents were between the age of
30-35 and very few were between the age of 18-23.
EDUCATION
Table No. 3
Level of Education Number of Respondents Percentage of Respondents
Secondary School 42 42%
Graduation 25 25%
Post-Graduation 21 21%
Matriculation 12 12%
15
Figure No. 3
The survey suggests that it was observed that 43 respondents did their
secondary schooling, 25 respondents did their graduation, 21 respondents did
their post-graduation and 12 respondents did their matriculation.
MONTHLY INCOME
Table No. 4
Monthly Income Number of Respondents Percentage of Respondents
Less than 20000 13 13%
20000-25000 21 21%
25000-30000 36 36%
More than 30000 30 30%
16
Figure No. 4
The survey suggests that it was observed that 13 respondents have a
monthly income less than 20000, 21 respondents have a monthly income
between 20000-25000, 36 respondents have a monthly income between
25000-30000 and 30 respondents have a monthly income of more than
30000.
Q1. What is your Brand preference for namkeens?
Table No. 5
Response Number of Respondents Percentage of Respondents
LAYS 26 26%
HALDIRAM 49 49%
MTR 25 25%
17
Figure No. 5
Interpretation: The survey suggests that it was observed that there are many
good competitors of Haldiram still surviving amongst all on the top is the
strategy of Haldiram. As we can clearly see that the most preferred brand is
Haldiram amongst the others.
Q2. Since when you have been using Haldiram products?
Table No. 6
Response Number of Percentage of
Respondents Respondents
Less than 6 months 6 6%
6 months to 1 year 14 14%
1 year to 3 years 27 27%
18
3 years or more 53 53%
Figure No. 6
Interpretation: 53% of the respondents have been consuming Haldiram's
namkeens for over 3 years while 27% have been consuming it for between 1-3
years. With the arrival of so many competitors on the scene, even a period of
year is long enough to prove brand loyalty which is established very firmly in
this case. Thus, the chances of the substitutability of the Haldiram's namkeens
by any other brand seem to be rather low as there has been no switching of
brands by any of these respondents. Those who have tried it have maintained
their loyalty towards it. This is again re-iterated by the O following chart, which
depicts the perceived change in the quality of Haldiram's namkeens
by the consumer.
Q3. How would you rate the Haldiram Namkeens for their nutritional
value?
Table No. 7
19
Response Number of Respondents Percentage of Respondents
Minimal 71 71%
Adequate 9 9%
Healthy 20 20%
Figure No. 7
Interpretation: When it comes to the nutritional value of Haldiram's namkeens,
71% of the respondents felt that the nutritional value was minimal while none of
them felt that it was healthy. But despite this the average consumer still prefers
to buy Haldiram's namkeens thereby proving that the lack of sufficient
nutritional value isn't a deterrent in purchasing their namkeens
Q4. Do you buy Haldiram gift packages?
Table No. 8
Response Number of Respondents Percentage of Respondents
YES 83 83%
20
NO 17 17%
Figure No. 8
Interpretation: Haldiram's attaches a lot of value to its gift packages offered
during the festive season. However, 17 of the respondents didn't buy such
packages. This shows that the gift packages being offered play such an
important role on the buying behaviour of the consumer.
Q5. Do you think that there is significant difference between Haldiram and
other brands?
Table No. 9
21
Response Number of Respondents Percentage of Respondents
YES 67 67%
NO 33 33%
Figure No. 9
Interpretation: When asked to whether they found any significance difference
between Haldiram's and any other brand, 67% are of the view that there does
exist a significant difference. Also, a product like namkeens involves low
involvement levels while buying. Thus, it can conclude that buying behaviour
of the consumers of Haldiram's namkeens is the "Variety-seeking buying
behaviour. This translates into a positive for Haldiram's, as the consumers, in
spite of trying different brands, seem to be coming back to Haldiram's.
Q6. Do you consume Haldiram products?
22
Table No. 10
Response Number of Percentage of
Respondents Respondents
YES 68 68%
NO 32 32%
Figure No. 10
Interpretation: From the above data it is clear that most of the customers
(around 68%) of Delhi and NCR have consumed the product of Haldiram. The
rest 32% have not consumed the product of Haldiram. In response as to whether
or not they consumed Haldiram's products, 68 of the 100 answered in the
positive, which translates into almost 68% of the sample size. This establishes
the superiority and awareness of the product among the people. Also, another
interesting point observed was that the three out of fourteen who didn't consume
Haldiram's products weren't actually averse to Haldiram's products but did not
consume them because they either didn't consume namkeens generally or had
some medical constraints.
23
Q7. Do you prefer local snacks?
Table No. 11
Response Number of Respondents Percentage of Respondents
YES 70 70%
NO 30 30%
Figure No. 11
Interpretation: Another point that came across was that when questioned about
the consumption of other brands, the closest competition for Haldiram's came
from Bikaner and Lays. Also, only 30% preferred local snacks when compared
to branded snacks which shows that the branded snacks segment is cutting into
the unbranded segment
24
Q8. How you find Haldiram’s price?
Table No. 12
Response No of Percentage of
Respondents Respondents
VERY LOW 0 0%
LOW 0 0%
REASONABLE 54 54%
HIGH 22 22%
VERY HIGH 24 24%
Figure No. 12
Interpretation: With respect to Haldiram's it was found that 54% of the
respondents considered the price to be reasonable. However, 22% also
considered it to be high. This confusion is however solved when viewed in the
light of the following graph that analyses the O rating of various factors.
Q9. Which of these factors influence your buying decision of namkeens?
25
Table No. 13
Response No of Respondents Percentage of
Respondents
PRICE 6 6%
BRAND NAME 14 14%
QUALITY 40 40%
TASTE 30 30%
PACKAGING 10 10%
Figure No. 13
Interpretation: Consumers gave the highest priority to the taste of the
namkeens as compared to the other factors. Quality came in a close second on
their priority list. What came, as a surprise was that none of the respondents
considered packaging as part of their selection criteria, on which Haldiram's
usually lays so much stress.
26
Q10. Would you buy Haldiram products for them?
Table No. 14
Response No. of Respondents Percentage of
Respondents
PACKAGING 11 11%
VARIETY 17 17%
PRICE 10 10%
QUALITY 33 33%
HYGIENE 10 10%
TASTE 19 19%
Figure No. 14
Interpretation: In the above chart, the respondents were asked to rate the
factors based on a 5-point scale, 5 being the highest. The total score for each
factor has been computed by multiplying the rating with the corresponding
number of respondents. Here again the same trend of quality and taste being
given the highest priority is reiterated. The confusion relating to the price factor
is solved as "Price" gets the least priority among the people surveyed. Hence
people don't mind paying for Haldiram's namkeens as long as they get a tasty
27
and hygienic product as value for their money. Once again Packaging, which is
a top priority for Haldiram's, fails to get top priority among the consumers and
finishes fifth on the priority list. This can be correlated to Herzberg's two-factor
theory. The absence of good packaging may lead to dissatisfaction among the
consumers but the presence of it does not seem to create any particular
satisfaction among the consumer.
Q11. What factors did motivate you to buy Haldiram Products?
Table No. 15
Scale No. of Respondents Percentage of Respondents
SELF 28 28%
ADS 24 24%
FAMILY 19 19%
RELATIVES 16 16%
FRIENDS 13 13%
Figure No. 15
28
Interpretation: On the basis of the chart above, it is evident that when it comes
to buying namkeens people tend not to get influenced by others. They rely on
their own sense of judgement to buy namkeens. However, in some cases the
family members tend to influence the buying patterns of the buyer. Hence in
this case there seems to be a vacuum when it comes to the role of the
"Influencer. Because of this the respondent himself also usually plays the role
of the 'Decider".
Q12. How would you rate the following factors in order of your
preference?
Table No. 16
Scale No. of Respondents Percentage of Respondents
VARIETY 41 41%
PRICE 30 30%
TASTE 19 19%
PACKAGING 6 6%
HYGIENE 4 4%
29
Figure No. 16
Interpretation: Again, when asked to rate the importance level of five factors,
the results were interesting as most of the respondents considered "Packaging"
as only somewhat important. Also, the opinion on the price feature was divided
as some of them considered it being important while some others considered it
somewhat important and some even didn't find it important. The strongest
factors that influenced the buyer while purchasing namkeens were variety and
taste. The majority of the respondents rated these two factors as being 'Very
Important. Apart from these consumers also considered "Variety" as an
"Important factor while buying Namkeens Nutritional value didn't seem to have
much of an effect on the buying trends as opinion here again
seems to be divided.
CHAPTER 6
FINDINGS AND CONCLUSION
FINDINGS
The survey also sought to know as to what the consumers expect in the future
from Haldiram's Namkeens and otherwise. Many creative ideas came out. With
regard to Namkeens, people are looking forward to popcorns, cheese balls,
much more variety in the wafers, banana chips, roasted nuts, etc. Many of the
respondents are seeking low calorie namkeens from Haldiram's and there is also
a demand for many more varieties in bhujia's. The minimal nutrition levels do
30
not seem to be affecting the buying trends of the consumers right now; but as
people are becoming more and more health conscious, in the future consumers
might be looking forward to low calorie namkeens and snacks from Haldiram's.
Apart from the Namkeens segment, the consumers in general are looking
forward to products like masalas, milk and milk related products, ice creams,
etc... from Haldiram's
CONCLUSION
The market is clogged with dominant players such as Frito-Lay India, PepsiCo's
snack foods arm, which has almost brought in a stack-chip revolution in the
country. Haldiram's and the Delhi-based snack-food-retailer Bikanervala Foods
Pvt. Ltd. etc. Even the dairy major Mother Dairy has a presence in the category.
With the entry of companies such as ITC and HUL into this industry, it is
getting tough for companies such as Haldiram's who till now have not paid
serious attention to its branding activities.
Increased media exposure, ever increasing purchasing power of the target
audience coupled with their desire to spend more on eating out due to lifestyle
changes will fuel the demand for snack food items and only those companies
which have a considerable share of voice and space in the market will be able to
survive. Haldiram's has the capability of meeting these demands and only
requires a certain revision in its strategies to be able to do so successfully,
which it already has begun to consider
31
There is high awareness level for different Haldiram's products amongst the
retailer. Market share of Haldiram's namkeen is more than double of
its competitors.
CHAPTER 7
RECOMMENDATIONS AND SUGGESTIONS
Media Mix
1. Haldiram should aim at constructing a comprehensive media mix. It
could venture into corporate tie-ups at its various outlets.
2. Set up mini outlets inside the multinational office complexes
32
3. Cash in on the call centre wave and have tie-ups with business process
outsourcing companies.
4. Undertake catering an get together, wedding and kitty parties for women
who form a chunk of as target audience.
5. Conduct mad shows on various campuses nationwide
6. Company should have made endeavour in this context
like Advertisement.
BIBLIOGRAPHY
BOOKS REFFERED:
1. Kotler, Philip, and Keith Kohn. Cox. Marketing Management and
Strategy Reader. Prentice-Hall, 1988.
2. Sahadey Sunil, and Tapank Panda, Sales & Distribution
33
3. Quinlan, Christina, et al. Business Research Methods, Cengage Learning
EMEA, 2015.
4. Batra K Satish, and Kazmi, Consumer Behaviour
5. Marketing Management by Dr. C.B. GUPTA and Dr. N RAJAN NAIR
6. Kothari, C.R. (2004) Research Methodology Methods and Technique 2nd
Edition, New Age International Publishers, New Delhi.
NEWSPAPERS:
• The Hinda
• Times Of India
WEBSITES:
[Link]
[Link]
[Link]
[Link]
[Link]
ANNEXURE
Questionnaire
Demographic Details
Q. What’s your gender?
a) Male
34
b) Female
Q. What’s your age?
18-23
24-29
30-35
35 and Above
Q. What is your highest level of education completed?
a) High school or equivalent
b) Some college or associate's degree
c) Bachelor's degree
d) Master's degree
e) Doctoral degree
Q1 What is your brand preference for namkeen?
A) Haldiram
B) Lays
C) Lehar
D) Bikaner
E) MTR
Q2. Since when you have been consuming Haldiram products?
A) Less than 6 months
B) 6 months -1 year
35
C) 1 year – 3 years
D) Greater than 3 years
Q3. How would you rate the Haldiram products for their Nutritional value?
A) Minimal
B) Adequate
C) Healthy
Q4. Do you buy Haldiram gift packages?
A) Yes
B) No
Q5. Do you think there is any significant difference between Haldiram and
other brands?
A) Yes
B) No
Q6. Do you consume Haldiram products?
A) Yes
B) No
36
Q7. Do you prefer local snacks?
A) Yes
B) No
Q8. How you find Haldiram price?
A) Very high
B) High
C) Reasonable
D) Low
E) Very low
Q9. Which of these factors influence your buying decision of namkeens?
A) Packaging
B) Quality
C) Price
Q10. Would you buy Haldiram products for them?
A) Variety
B) Taste
37
C) Quality
D) Price
E) Packaging
Q11. What factors motivated you to buy Haldiram products?
A) Self
B) Friends
C) Family
D) Neighbours
E) Relatives
Q12. How would you rate the following factors in order of your preference?
A) Variety
B) Price
C) Taste
D) Packaging
E) Hygiene
38