international marketing research project

8/9/2019 International Marketing Research Project

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COMPAN"- HAL'I(A)*+

Pu#!$ %e - A%'a *oo tate+

PRODUCT DI,,RENTITATION-Product is di&&erentiate on te basis o& ,ackaging ,roduct

.ualit/ traditional taste and &la#or

1- +ie and ,rice-


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S!ope of &pro.ee#t/!uto&0at&o#-HAL'I(A)+ ALOO BHUJIA is a #er/ renoned,roduct It co!es in 2 &la#ors as i& no One is si!,le aloo bu3ia 4 anoter one is te s,ic/

one It*s sco,e o& i!,ro#e!ent 4 custo!iation can be tat it sould be introduced in

#arious &la#ours eg Le!on &la#ored aloo bu3ia ,ani-,uri " gol-ga,,a$ &la#ouredonion

&la#oured !asala !i5 &loured to!ato &la#oured states - s,ecial ")u!bai s,ecial 6olkata&la#oured ra3astan &la#oured 6as!iri &la#oured$ It sould be introduced in #arious ,acks

eg o& (s 10 (s 20 (s 70 "8O)BO 9PA86$(s 100 ":a!il/ ,ack or &or ,arties $ so tat it

could be e5,lored b/ e#er/ section o& societ/ 4 e#er/ state I& co!,an/ does it it could gi#e

co!,etition to #arious Asian countries It ill increase te sales as it ill be ,re&&ered b/

!ost o& te custo!ers o needs aloo bu3ia in an econo!ical ,ack or o needs aloo

bu3ia in s,ecial ,ack or o needs aloo bu3ia in !ore .uantit/ A&ter introduction o&

#arious &la#ours #arious custo!ers ill &ind tere kind o& &la#or or #ariet/ in aloo bu3ia 4

ene#er te/ ant to a#e aloo bu3ia te/ ill ,re&er aloo bu3ia o& HAL'I(A)+

8O)PAN; because it contains e#er/ kind o& &la#ours ic could could co!e in tere

!ind at an/ ti!e or at di&&erent occasions Tis ould auto!aticall/ increase te sales o&

HAL'I(A)+ ALOO BHUJIA

MARKET POSITION- It is te leader o& te nankeen seg!ent in India it


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!out tat gre te business !ani&old o#er te ne5t decade till Haldira!>s stood as a &ood outlet tat

as s/non/!ous it taste /giene and inno#ation

U+A as te &irst !arket e started e5,orting to tanks to te large Indian ,o,ulation tere e

began it about 1 ,roducts all sa#ories because te/ are &a#orites a!ong Indians

at began as a s!all ton enter,rise in India is toda/ a global ,eno!enon Haldira!>s is a a/ o&

li&e &or Indians no !atter ic countr/ te/ li#e in And te countries te/ li#e in are also &ast

de#elo,ing a ,encant &or tese ,roducts

Toda/ Haldira!>s is a 7 !illion dollar brand tat is a &a!iliar sigt on sel#es across te U+A Uk and

te )iddle Cast Non (esident Indians carr/ back ,ackets o&DHaldira!>s along it te &areells and

nostalgia Tis is te na!e tat te/ look &or as te/ scan so,s &or &a!iliar scents and sigts

Copa# a#a%&-

1- )arket sare- 70%"in india$
http://search.conduit.com/Results.aspx?ctid=CT3331060&searchsource=55&UM=2&q=Haldiram&pcsf=playidmpvnhttp://search.conduit.com/Results.aspx?ctid=CT3331060&searchsource=55&UM=2&q=Haldiram&pcsf=playidmpvnhttp://search.conduit.com/Results.aspx?ctid=CT3331060&searchsource=55&UM=2&q=Haldiram&pcsf=playidmpvn


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3- ,a#!&a% a#a%&-

Profit & Loss

Company Name: Haldiram BhujiawalaLtd.5

Year End 2013-03 2012-03 2011-03 2010-03 2009-03 2008-03

No of Months 12 12 12 12 12 12Gross Sales 158.2 124.4 94.1 69 58.3 40.6

Less: E!"se 0 0 0 0 0 0

Net Sales 15#.9 124.3 94.1 69 58.3 40.6

E$%EN&'()*E :

'n!rease+&e!rease "n Sto!, 0.1 -0.4 -0.1 -0.1 1.1 -1.3

*a Mater"als ons/ed 11#.4 92.6 #1.4 43.4 35.4 2#.#

%oer /el ost 10.6 9.8 8.1 5.2 5.1 4.3

Eloee ost 6.2 3.3 2.5 1.9 1.3 1.1

ther Man/fa!t/r"n Eenses 1.5 1.4 0.9 10.1 #.4 4.#

General and 7d"n"strat"on Eenses 0.8 0.3 0.2 2.2 1 0.5

Sell"n and &"str"/t"on Eenses 8 6 2.9 1.# 3.5 1.#M"s!ellaneo/s Eenses 2.9 2.5 2.4 0 0 0


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Less: %re-oerat"e Eensesa"tal"sed 0 0 0 0 0 0

(otal Eend"t/re 14#.3 115.5 88.3 64.4 55 38.8

%'&( ;E!l '< 10.6 8.8 5.8 4.6 3.3 1.8

ther 'n!oe 0.6 0.3 0.5 0.4 0.4 0.2

erat"n %rof"t 11.2 9.1 6.3 5 3.# 1.9

'nterest 1.3 1.8 1.6 1.5 1.2 0.4

%&( 9.9 #.4 4.# 3.5 2.5 1.5

Inter,retation o& te abo#e tableE Te co!,an/ is graduall/ increasing its !arket #alue it

its gross ,ro&it Te sales o& te co!,an/ a#e !ade re!arkable i!,act in !arket it its

,roducts de!and Te co!,an/ in#est!ent is increasing it as te ,ro&it o& te co!,an/

Te co!,an/ !a/ increase its #alue !ore it !ore sales

4a%a#!e S$eet

Copa# Nae5 Ha%&ra 4$u6&a'a%a Lt+

(I#&a# Rupee + Crore)

Year End 2013-03 2012-03 2011-03 2010-03 2009-03 2008-03

S)*ES )N&S

Share a"tal 5.2 5.2 4.8 4.3 4.4 3

Share arrants /tstand"ns 0 0 0 0 0 0

*esere 24.8 19.9 14.# 11 9.# 3.8

Shareholder=s /nds 30 25.1 19.5 15.3 14.2 6.8

Se!/red Loans 9 4.2 3.5 11.4 13 1.#

)nse!/red Loans 24.8 22.5 14.8 # 5.9 2

(otal &ets 33.8 26.# 18.3 18.3 18.9 3.#

(otal L"a"l"t"es 63.8 51.# 3#.8 33.6 33.1 10.5

Net>lo!, 6#.9 53 40.9 3#.1 35.5 14.6

Less: 7!!//lated &ere!"at"on 1#.3 14.6 12.6 10.# 9.3 #.#

Less: 'a"rent of 7ssets 0 0 0 0 0 0

Net lo!, 50.6 38.4 28.2 26.5 26.2 6.9

Lease 7d?/stent 7+! 0 0 0 0 0 0

a"tal @or, "n %roress 12.4 11.3 12.5 8.1 #.8 0.5%re-oerat"e Eenses end"n 0 0 0 0 0 0

7ssets "n trans"t 0 0 0 0 0 0


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'nestents 1 0.5 0.4 0 0 0

/rrent 7ssetsA Loans 7dan!es

'nentor"es 5.8 4.9 5.2 3.8 3.1 4.6

S/ndr &etors ;&eotrs< 0.3 0.3 0.6 0.2 0.3 0.2

1$ 'ebt to e.uit/ ratio -

Long ter! loans

+areolders &und

;CA( 'ebt to C.uit/ ratio

201F =

2012 1F

2011 F@12010 72

200? 72?

200@ 12F

I#terpretat&o# 7 Here e can see tat in /ear 200@ Haldira! Bu3iaala Ltd as a#ing

loest debt to e.uit/ ratio as co!,are to oter /ear and e can understand tat te co!,an/

is raising ca,ital !ore troug debt and is not a bene&icial sign &or te co!,an/

2$ Net ,ro&it ratio-

O,erating ,ro&itGNet +ales

;ears Net to Pro&it ratio

201F 00


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200@ 0FF

I#terpretat&o# 7Te current assets o& te co!,an/ are not su&&icient to !eet te liabilities as

te ideal ratio as to be 2E1 ereas in tis case its #ice #ersa ie 1E2 Hence tis is not a

&easible scenario &or te co!,an/

8) Acid test ratio-

;ears 8urrent ratio

201F 0.566929

2012 0.65#143

2011 0.230#69

2010 0.535211

200? 0.4##612

200@ 0.615385

I#terpretat&o# 7(he a!"d test rat"o sho/ld e 1:1 or h"herA hoeer th"s ar"es "del "nd/str. 'n

eneralA the h"her the rat"oA the reater the !oan=s l"B/"d"t ;".e.A the etter ale to eet !/rrent

ol"at"ons /s"n l"B/"d assets


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(a *ate;< 31.46 33.55 35.53 39.36 29.89 28.00

&""dend %a /t *at"o;< 0.00 0.00 0.00 0.00 0.00 0.00

I#terpretat&o# 7'i#idend ,er sare "'P+$ is te total di#idends ,aid out o#er an entire /earAs per

the above details of last 5 years of haldiram the dividend per share is zero.

7) QUICK RATI

QUICKRATI

!Cash" #ar$etable se%&rities" A%%o&ntsRe%eivable

C&rrent 'iabilities

;ears %ror"etar rat"o-

201F 1.09

2012 0.68

2011 0.66

2010 1.12

200? 1.54

200@ 1.45

I#terpretat&o# 7 Q&i%$ ratio spe%i(es hether the assets that %an be *&i%$ly

%onverted into %ash are s&+%ient to %over %&rrent liabilities. Ideally, *&i%$ ratio

sho&ld be --. If *&i%$ ratio is hi/her, %ompany may $eep too m&%h %ash on hand

or have a problem %olle%tin/ its a%%o&nts re%eivable 0i/her *&i%$ ratio is needed

hen the %ompany has di+%&lty borroin/ on short1term notes A *&i%$ ratiohi/her than -- indi%ates that the b&siness %an meet its %&rrent (nan%ial

obli/ations ith the available *&i%$ f&nds on hand. Under this the %ompany has

maintained /ood *&i%$ available f&nd. nly in 23-- and 23-2 the %ompany4s

ratio ent dont b&t in 23- it re%overd ba%$.


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(a *ate;< 31.5 33.6 35.5 39.4 29.9 28

&""dend %a /t *at"o;< 0 0 0 0 0 0

Mar"n *at"os

ore E'(&7 Mar"n;< 6.# #.1 6.1 6.# 5.# 4.3

E'( Mar"n;< 5.3 5.5 4.# 5 4.6 3.5

%re (a Mar"n;< 4.5 4.1 3 2.8 2.5 2.5

%7( Mar"n ;< 3.1 2.# 2 1.# 1.8 1.8

ash %rof"t Mar"n ;< 4.8 4.6 3.8 3.9 3.5 3

%erforan!e *at"os

*7 ;< #.2 6.2 4.1 2.8 3.8 5.5

*E ;< 1#.8 15.1 10.6 #.9 9.8 10.9

*E ;< 19.6 1#.5 12.6 10.3 12.4 13.6

7sset (/rnoer;< 2.3 2.3 2.1 1.# 2.2 3

'nentor (/rnoer;< 29.4 24.6 21 20 15.1 8.8

F- No o& subsidiar/- no subsidiar/ "o,erate business &ro! india $

7- No o& 3oint #enture- no 3oint #enture ",lan 3oint #enture in cina$

- No o& countr/ o,erate- 2F

COMPETATIE ADANTAGE- Haldira!>s ,roduct ,ro!otion ad been lo ke/ until co!,etition

intensi&ied in te snack &oods !arket Te co!,an/ tied it >Pro&ile Ad#ertising &or ,ro!oting its

,roducts 8onse.uentl/ attracti#e ,osters brocures and !ailers ere designed to enance te

#isibilit/ o& te Haldira!>s brand

Te co!,an/ as taken into consideration te ,rice conscious nature o& consu!er aldira!as launced na!keen in s!all ,ackets o& F0g! ,rice as lo (s

Te/ also launced na!keen in di&&erent ,acks at di&&erent ,rice

Te/ are also dealing online in 27-7@ ours

'i&&erent #arieties o& ,osters ere designed to a,,eal to te !asses Te ,unc line &or Haldira!>s

,roducts as >Ala/s in good taste> Ad#ertise!ents de,icting te entire range o& Haldira!>s seets

and na!keens ere ,ublised in te ,rint !edia "!againes and nes,a,ers$ Tese ad#ertise!ents

ad ca,tions suc as >!illions o& tongues can>t go rong> >at are /ou aiting &or 'iali> and

>6ee,ing /our taste buds on teir toes>

To increase te #isibilit/ o& te Haldira!>s brand te co!,an/ ,laced its oardings in ig tra&&ic


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areas suc as train stations and bus stations Posters ere designed &or dis,la/ on ,ublic trans,ort

#eicles suc as buses and oardings &ocused on indi#idual ,roducts ere de#elo,ed

POSITION- Haldira! as uni.uel/ ,osition its brand It as ,ositioned itsel& a ,re!iu! seg!ent

,roduct a#ailable to all tose o can a&&ord it


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international marketing research project

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