Group - 8HaldiramsC003 Harsh AgarwalC027 Akriti Kalra C041 Jatin NigamC046 Ankit Prasad C047 Priyesh Saurabh C053 Deeksha SharmaA056 Anurag Sharma

Background Of HaldiramsStarted in 1937 in BikanerIt was established by the Aggarwal FamilyIn 1990s they expanded their family businessesIts units have been established in Kolkata, Nagpur and Delhi.

Ankit2

TraditionalFamilyIndiannessSweetsCelebrationSnackingTastyAssociative Memory Network HaldiramsAnkit3

FunYouthCelebrationSnackingTastyFriendsIndiannessAssociative Memory Network - XoXoAnkit4Associative Memory NetworkSponsorships

Wipeout IndiaSplitsvillaEvents

In-film placements

Alia Bhatts upcoming movie ShandaarAnkit5Associative Memory NetworkSocial Media

Compilation of Dubsmash videos received through contestTwitter Witty Tweets, Instagram-Quirky Photos , Pinterest Recipes

Facebook Contests and GratificationAnkit6Media Advertising : Billboards, Innovative Merchandize

Associative Memory NetworkAnkit7Product PortfolioProducts that will be offered under the BrandChipsNachosChocolatesCorn Puffs Onion Rings

Akriti8Competitive Frame of ReferenceReady to Eat SegmentHas the highest market share in Indian SnacksPoP: High Quality Products, Customer Satisfaction, Competitive PricingPoD: Credibility, Indian Heritage and authenticityRestaurant SegmentBrand Extension for the RTE segmentPoP: Focus on hygiene to compete with local restaurantsPoD: Innovative strategy for people travelling by train by sending a DD Amusement Park SegmentAspiring family entertainment zone of Central IndiaPoP: Set up like any other water parkPoD: No other food brand has similar association

Akriti

9Competitive Frame of ReferenceReady to Eat SegmentCategory has lots of organized and unorganized playersPoP: High Quality Products, Competitive Pricing, trendyPoD: Credibility, extensive distribution network, high brand equity for parent brandAkriti

10Competitors Offerings

Akriti11Brand ElementsBrand NameXOXO

SlogansSpread the Love

Package Front side will have the logo, back side will have tic-tac-toe

Akriti12Primary AssociationsHarsh13Primary Associations: Target Customers

Age group 15 35Mainly targeting this age group in Tier I and Tier II cities

Harsh14Harsh15Identify with Customer

XoXos main target segments will be 15 35 yrs of age Haldirams standards of quality and packaging will be maintained. XoXo products are for all occasion and can be eaten any time with anything and anywhere.Anurag16Associating with Customer NeedsTarget segment wants to be in on the latest trendsParents are worried about the food their children eat Haldirams as a brand is a symbol of trustThe product satisfies the youngsters need to have fun at the same time ensuring health

Anurag17Secondary AssociationsJatin18Channels of DistributionHaldiram's developed a strong distribution network to ensure the widest possible reach for its products in India as well as overseas. From the manufacturing unit, the company's finished goods were passed on to carrying and forwarding (C&F) agents. C&F agents passed on the products to distributors, who shipped them to retail outlets.Apart from the exclusive showrooms owned by Haldiram's, the company offered its products through retail outlets such as supermarkets, sweet shops, provision stores, bakeries and ice cream parlors. The products were also available in public places such as railway stations and bus stations that accounted for a sizeable amount of its sales.Jatin19Distribution NetworkJatin20Secondary AssociationsUse of online platforms such as Facebook to create awareness by involving the customer.Gamification is a powerful tool to engage the customer. We can launch a game on Facebook where the runner has to collect only Xs and Os to earn points. If he collects any other kind of coins, his points will get deducted. After the game, he can see his position on the leader board.

Sponsoring youth based shows like Splitsvilla.

The brand will be promoted in upcoming Alia Bhatt movies who will be the Brand AmbassadorEndorsementsSponsorshipsBrand Ambassadors

Jatin21The Big Idea

Priyesh22The Big IdeaHaldirams current image among consumers IndianTraditionalAuthentic

Ready to eat snacks preference amongst youth LaysBingoKurkureUncle Chips Priyesh23The Big IdeaResearch Insights Haldiram has a strong base in the traditional and Indian snacks spaceSales result also reflect the sameThe ready to eat western snacks is more popular amongst youth Brands like Lays and Kurkure rule this category by a wide marginThere is a huge opportunity in this category because of the growing young population in the countryHaldiram can leverage its distribution to launch a new youth centric brand XoXo

Priyesh24

The Big IdeaAppeal Fun, TrendySustainability Packaging creates a difference by involving user interactionThe target group i.e Indian Youth has an ever increasing need to be trendy. The brand communication will be to show that the this brand satisfies the need to be trendy.The communication will focus more on sarcasm and satire rather than the similar tone of communication used by the competitorsThe unique packaging will create discussion amongst friends and will increase brand awarenessThe promotional activities will be around fun, games and friends hanging out.

Priyesh25Brand Architecture: Endorsing BrandTargets a specific clearly defined customer segment- Teenagers and Young AdultsA bouquet of products- chips, nachos, corn puffs, onion rings, chocolatesCustomers are Primarily buying XOXO (Commercial brand) Haldirams is a source of Reassurance and its distribution power can be an asset for XOXO

Deeksha26Brand MeasurementFor a total period of 52 weeks ( 1 year)At an interval of 13 weeks (3 months)

Indian snack market growing at a very healthy pace of almost 25% annually.

As per a recent survey by VML Qais indicates Indians, the 18 to 30 year old lot, are particularly fond of a crispy snack in air-tight plastic packaging

Indians are most likely to try a product based on its advertising

Dependent VariablesMarket ShareTotal Sales

Deeksha27Social Media MeasuresShare of Voice:The number of mentions of your brand versus competing brands on the social webBrand Volume:The total number of brand mentions over a given period of timeEngagement:The overall number of times a user talks to your brand on social sitesInteraction Per Post:The number of replies or comments you receive on a given post, tweet, or updateSentiment Analysis:The process of determining how the people who talk about your brand on social media actually feel about your brand, products, or companySocial Click-Through Rate: The number of times a user clicks on a link to one of your owned web properties shared via social mediaMobile Mentions:The number of mentions of a brand on mobile social sitesDeeksha28Independent VariablesBrand AssociationBrand LoyaltyBrand AwarenessBrand AttitudesIncreasing Corporate cultureMore than 50% youth populationDeeksha29Thank You