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RESEARCH PROJECT WORK
TITLED
A COMPARATIVE ANALYSIS
OF
HALDIRAM VS BIKANER OFFERINGS
SUBMITTED IN PARTIAL FULFILLMENT OF MBA (4th SEMESTER)
PROGRAM OF GBTU(2009-2011).
SUBMITTED BY SUBMITTED TO
BRAJESH KUMAR PATHAK DEAN MANAGEMENT DEPT,
ROLL NO. 0915270026 MIMT GREATER NOIDA .
MBA 4TH SEM
MANGALMAY INSTITUTE OF MANAGEMENT AND TECHNOLOGY GREATER NOIDA
1
INDEX
S.NO. TOPIC PAGE
1- Certificate of Institute
2. Declaration
3. Acknowledgement
4. Introduction
5. Objective of the project
6. Scope of the project
7. Research Methodology
8. Comparative Analysis
9. Data Analysis and Interpretation
10. Research Findings
11. Limitations
12. Conclusion and Recommendation
13. Appendices
14. Bibliography
2
DECLARATION
I here by declare that I am doing my Research Term Paper Project titled “A
comparative analysis of Haldiram Vs Bikaner Offerings”.
I wanted to choose current topic, and during my discussion with my Mentor
Prof. Sandeep Agarwal, we decided that comparative analysis would be a
good topic to work on. This project is being carried out as compulsory part
of MBA curriculum. The content of this report is based on the information
collected by me during my tenure from different sources. This training is
being done to get exposure of industry and partial requirement of MBA
course…
It is for only educational purpose.
BRAJESH KUMAR PATHAK
ROLL NO. 0915270026
MIMT GREATER NOIDA.
3
ACKNOWLEDGEMENT
First and foremost I would like to convey my gratitude to my guide Prof.
Sandeep Agarwal for his guidance and support during the course of
dissertation .He has been a remarkable source of inspiration and guidance
I have learnt some crucial lessons to life and also grown as individual…
Lastly but always – my parents, whom I shall forever be graceful for their
encouragement and love and their belief to see me successful in life.
BRAJESH KUMAR PATHAK
ROLL NO. 0915270026
MIMT GREATER NOIDA
INTRODUCTION4
The study of this project is to understand the offering which are made available by
Haldiram’s and Bikaner, and also there is comparative analysis of both the brands.
HALDIRAM – a name associated with discerning consumers for sweets and namkeens for
the past six decades in India and abroad. It made its modest start in the beginning of way
back in 1941 in Bikaner in the State of Rajasthan. The brand name "HALDIRAM ... Preparing
this project I went to each and every canteen owner NCR because we were doing only
institutional market. It include, schools canteens collage canteens, hospitals canteens
cinema halls shopping malls big bazaar, and others institutional canteens where chips and
namkeens are sold.
I have collected about all the product of Haldiram but worked basically for chips and
Namkeens segments.
I went to the canteens and saw the chips and Namkeens there we observe the following
things
1) Whether our product is available or not at
that canteen. If not then we saw of which company product is available.
2) How much sale is of that particular
counter and what the sales volume that counter may give to us.
3) What is the strength of that particular
counter?
5
4) Has that counter so many brands of chips
and Namkeens.
And if we get our product, we used to asked the sales volume, response of consumer,
delivery and thus came to know interest of retailers.
If we dint get our product we said about us, about our products, about the margin what
we give to retailers, about the facilities, about added value, we make them aware about
margin difference, comparing the competitors product and margin provided by them.
And then we made them understand the extra facilities and unique selling point of our
product and make them ready to sale our product. Thus we developed the market for
Haldiram’s product.
After this I saw the competitor’s product (quantity) and asked the strength. We also
counted the signage and a stand of all the competitor’s company and Haldiram’s which
is at that particular store.
Then analyses the data which was collected from market. And then come to a
conclusion on the basis of that analyzed data and information. After all it becomes
possible to make a meaningful and useful report.
6
OVERVIEW OF THE COMPANY
Marching Ahead… For A Global Presence…
Sweet and Salt are as diametrically opposite to each other as North pole and South Pole but
they perform wonders when used on the taste buds, this delicate use of both the tastes in
Mithais (Sweet Meat) and Namkeens (Salty Snacks) has made Haldiram’s undisputed leader of
the sweet industry. Haldiram’s synonymous with sweet meat as Cadbury is to Chocolates. By
default Haldiram’s can be termed as “Taste of Tradition”.
From a humble beginning in Bikaner in 1937 Haldiram;s have grown phenomenally and are
today an internationally renowned sweet me at manufacturer with chain of restaurants and is
also on the verge of starting amusement parks. It is the flag bearer of the traditional Indian
sweet, Haldiram’s was started by Shri Gangabisanji Agrawal alias Haldiram Agrawal, who is the
grandfather of Shri Shivkisan Agrawal, the man responsible for the successes and fame of
Haldiram’s he has made the brand a household name in India. Haldiram’s products inherits the
Matchless quality, Zero impurity and world class packaging, efficient distribution network are
the hallmark of each and every Haldiram’s Product and to top it up the trump card of
7
reasonable prices and efficient marketing strategy and the key to success. Headquartered at
Nagpur (M.S.) India.
The management at Haldiram's is quality conscious no doubt Shri Shivkisan Agrawal always
believes in superior input superior output. It has regional offices at Mumbai. Bangalore and
Chennai. It is a member of the SFA (Snacks Food Associations of America) & ESA (European
Snacks Food Association). The company has won prestigious International Food award from
TROFEO International Alimentocian of Barcelona Spain in 1999. The company has ISO: 9001-
2000 certification and HACCP certification by Det Norske Veritas of Netherlands.
HALDIRAM’S GROUP IN A NUTSHELL PRODUCT:
Sky is the limit for Haldiram’s and its product range. The sweet meat range consists of the
famous Kaju Katli, Bengali Rasgulla, Cham Cham, Gulab Jamun, Raj Bhog, Kesar Anguri to name
a few. The Namkeens (Salty range) consists of the famous Bikaneri Sev, Aloo Bhujia, Moong Dal,
Khatta Mittha, Classic Dal, Cornflakes, Potato Chips, Moth and variety of Papads. Soft drinks
(Sharbats) the range includes exciting flavours like the Royal Badam, Rose Squash, Orange
Squash, Khus Squash & Thandai which serves as energy supplements and coolants, In addition
Haldiram’s enjoys a strong market share in Processed Milk, Bakery and Ice Creams.
8
EXPORT:
Haldiram’s footprints are present in more than 16 countries such as UK, USA, Canada,
Australia, Europe, Singapore, Malaysia, Srilanka, The Middle East and Arab Countries.
FUTURE PLAN:
Plan are the pipeline to export Food Products under the “Mo’pleez” brand name with and
expanded product base
CHAIN OF RESTAURANTS:
The group is having exclusive Chain of Restaurants like “Abhin andan”, “Hot Spot”, “Thaath
Baat”, and “Planet Food” and is also starting an amusement park in the near future.
MOTTO: “Superior Input Superior Output”.
9
QUALITY POLICY
We at HALDIRAM FOODS INTERNATIONAL LTD.,NAGPUR. are committed to manufacture
variety of Sweets (Sweetmeats), Namkeens (Savories), Pasta & 3 - D Snacks (Extruded Foods)to
the Complete satisfaction of our Domestic & International Customers with regard to Quality &
Food Safety. We shall strive to provide world class quality products by:
a) Utilizing hygienic, safe and premium quality ingredient and material.
b) Adhering to good manufacturing and hygienic practices.
We are committed to continually improve all our activities to enhance customer satisfaction,
organizational performance and market leadership.
We shall comply with statutory, regulatory requirements and all our actions would be planned
and executed to fulfill this policy consistently through to dedicated involvement of all
employee.
AWARDS
Haldiram's Nagpur has won prestigious International Food award from TROFEO
International Alimentocian of Barcelona Spain in 1999.
International Membership and Certification
10
European Snacks Association
Snacks Food Associations, Virginia, U.S.A.
ISO: 9001-2000 Certification and HACCP Certification by Det
Norske Veritas of Netherlands.
COMPANY EXPORT
11
OUR EXPORTS
Around 20 million ethnic Indians spread in over a number of countries around the world and we
have started our export of sweets and snacks in way back 1996 to reach the ethnic Indians
abroad.
We keep with us 50+ exports worthy products and we are successfully exporting them to
around 16 countries.
Our quality of products is backed with ISO-9001:2000 and HACCP Certification. 20+ imported
machineries and new techniques of manufacturing bases a true International look and helps us
in meeting the stringent quality norms adhering to International Standards.
12
PROSPECTIVE MARKET
Prospective markets for our Products
Prospective market for Brand Haldirams
1. Russia
2. Ukraine
3. Uk
4. Madagascar
5. Reunion
6. China
13
PRODUCTS FOR EXPORTS
Haldiram’s Nagpur Has variety of Indian Snacks & Sweets taking care of quality and taste for its
customers from around the world. All products are categorized as listed.
NAMKEEN
SWEETS
PAPAD
GIFT BOXES
BAKERY PRODUCTS
14
CONTACTS
Head Office:
Haldiram Foods International Ltd
Haldiram Foods International Ltd.
1213, 100 Feet Road, Hall II Stage,
Indranagaram,
Bangalore - 560 008
Ph :
e-mail : [email protected]
Chennai Office :
Haldiram Foods International Ltd.
No 1/2, Peeran Streets,
Saligram, Near AVM Studio,
Opp. Sooriya Hospital,
Chennai -600 093.
Ph:
e-mail: [email protected]
15
IN
DI
A
N
FE
STI
VA
L
Sh
ri
Ga
ne
sh
Ch
at
urt
hi
Products
16
Ganesh Chaturthi is celebrated to mark the birth anniversary of Lord
Ganesh, son of Lord Shankar and Goddess Parvati. This festival is
celebrated for 10 days in Maharashtra state and throughout India. This
festival comes on the 4th day of Bhadarva Shukla-paksh of Hindu calendar.
Devotees of Ganesh bring the idol of Ganesh to their houses on this day
with chants of Ganpati Bappa Morya. and worship the Idol of Lord Ganesh.
People do puja, of the idol twice a day - morning and evening till the idol is
in their home. Maharashtrians make sweets called Modak and offer them
to Ganesh.
The Ganesh idols are kept for either one and a half, five, seven or ten days
and then the Ganesh Visarjan is performed, whereby the idols are
immersed in sea waters.
Freedom fighter Lokmanya Tilak started the custom of
Sarvajanik Ganeshotsav (public festival) in Maharashtra, during the Indian
Independence fight against the British. The aim behind this was to bring the
people close to each other. From then on, this festival is celebrated in
almost every lane, housing society and area in Maharashtra and thus
making Ganesh Chaturthi a public festival. Huge pandals or stages are set
up and decorated beautifully and people worship the idol of Lord Ganesh
together.
MODAK
KAJU KATLI
17
Haldiram at a Glance
Haldiram food international limited today is recognised as a star export
house , bythe diroctate general of foreign trade , a department working
under the ministry of commerce , government of india.The haldiram brand
goes way back to 1937 when it was just a retail sweet andnamkeen chop in
Bikaner, rajasthan. The small but the significant town nestled int hethar
desert int he north-west rajasthan. Shri shivkisan agrawal, foinder of
Haldiram’salways cherished the dream of building an empire which catered
to the commonman. This dream was realized in the embodiment of
haldiram’s Nagpur(1970).Haldiram bhujiawala became operative and soon
it became a hot favourite of allnagpurians. A model factory of its time for
manufacturing sweet and namkeens wasset upHe was the first to
commercialise the name
Haldiram's
in 1958 and named hisshop
Haldiram Bhujiawala
, dedicated to his legendary father. The popularityof
Haldiram's
soon grew and the trade expanded to almost all the corners in India.Late
18
Shri Rameshwarlal
was soon aided by his eldest son
Prabhu Shankar
, thepresent Chairman, whose undeterred efforts and managerial skill led
todiversification into traditional Indian Sweets. The growing demand led to
expansionin production and the opening of new superbly decorated and
well maintained four showrooms in Kolkata. The latest, under the hallmark-
Pure Food, was inauguratedat VIP Road in 1999, near Airport covering an
area of 100 thousand sq.ft so as tocreate a landmark in Kolkata. This
exquisite showroom cum manufacturing unit,which boasts more than 1000
items to gorge upon, offers the most ambientsurrounding. Every effort has
been taken to provide the best of the
Haldiram's
madeand packed in the most hygienic conditions. A series of state of the
art machinerieshave been installed to maintain uniform level of
production. Every effort is taken tomaintain strict vigil over quality and
conformity of standards. There is a full-fledgedlaboratory, which monitors
the quality of the raw materials and, inspects and testssamples drawn from
batches of daily production. An R&D wing vigorously studiesmeans to
improve quality, taste, packaging and ways to improve the shelf life of
19
theproducts. Strenuous efforts are undertaken to reach the best of even
the mostperishable sweets- in its original taste to any part of the world on
clientdemand.
Haldiram's
-a place where Quality and Service is a matter of habit.
“HALDIRAM” – a name associated with discerning consumers for sweets
and namkeens for past six decades in India and abroad. It made its modest
start in the beginning of way back in 1941 in Bikaner, a state of Rajasthan.
The brand name HALDIRAM BHUJIYAWALA was introduced during pre-
partition era – 1941, subsequently the reach was extended to eastern pert
of India i.e. ,Kolkata in 1958, further consolidated to western India also at
Nagpur in 1968 and from there it never looked back and ventured first
major step in this direction by opening up a in Chandni Chowk in 1983, the
main hub of commercial centreis in Delhi. The prime focus was to serve
sweets and namkeens amongst direct consumers and the trade. Haldiram
Originated in blue year 1902 at Bikaner in Rajasthan. During its earliest year
it was lead by three brothers Shri Moolchand , Shri Satyanarayan and SHRI
Ramesawar. Shri Moolcahnd and his four sons namely Shri Shiv Kishan, Shri
Shiv Ratan, Shri Manohar Lalan and Shri Madhusudan diversified into
different territories of India. Encouraged by tremendous response of
consumers, ‘HALDIRAM’ decided to go for up-gradation on technology,
20
packin, production etc. with the installation of plant machinery of of order
of best available state –of –the
EXPORTS
“HALDIRAM” Group foresighted the growth potential in fast food industry
which was taking shape by leaps and bounds. ‘Namkeen’ was one of the
areas which was most sought after and the group, without lagging behind,
had set up a most modern plant adjacent to the Show room at Main
Mathura road exclusively for the manufacture of ‘Namkeen’. This plant was
set up in the year 1997 under the stewardship of Mr. Pankaj Agrawal, a
young dynamic entrepreneur with a flair of modern management,
leadership, open vision, result orientation. By virtue of Mr. Pankaj Agrawal,
who is the managing director of HALDIRAM GROUP, the packaging, quality,
competitive pricing etc. has become the hallmark of ‘HALDIRAM’ Namkeen
and with the installation of plant and machinery from U.S.A. the company
also started manufacturing potato products and has been able to get
increased share of the market amongst stiff competition. Needless to say
that the company is exporting its products to various parts of the world
viz. U.S.A., Canada, U.K.,Europe, Middle East, Far East, Moscow, Australia,
Newzealand, Srilanka, Nepal, Japan, Thailand, etc. and are on the threshold
of penetrating other parts of the world. It is encouraging to note that the
group is receiving positive enquiry’s from amongst the prospective clients
21
abroad and is quite confident to meet their demand fully with positive
attitude, personalized service and with quality products. Continuous efforts
are being initiated to make sure that we reach the untapped markets
abroad and earn foreign exchange for our country.
FUTURE PLANS
Looking at the tremendous scope in the fast food industry though
competition from MNCs and other giants in the field,the group has an
ambitious project on Delhi-JaipurHighway at Gurgaon to undertake
manufacturing of whole range of products which will house manufacturing
facilities, restaurant, Show room etc. and will satisfy the customers to their
ultimate around the World, having edge over the others. MISSION Our
perpetual consistent quality, best packing strategy, vast market coverage
and the number of years of experience have given us a cutting edge vis- à-
vis our competitors. Our natural ilk to improve our performance and quality
with each passing year has taken us way ahead of our nearest competitors.
The people at HALDIRAM’s are very sensitive and our customer friendly
about the complaints, which infect is a rare occurrence from the customers
and dealers.
22
23
BIKANER COMPANY PROFILE HISTROY
Bikanervala is one of India's most prominent families in the business of
traditional hospitality products like Sweets and Namkeens. Our
forefathers devoted their lifetime in developing exclusive recipes which
are now our proud family secrets. To this wealth of inherited knowledge
our new generation has now added another dimension - Modern
Technology.
Today, BIKANERVALA FOODS PVT. LTD. is an ISO 9001:2000, HACCP and
SQF 2000cm certified company with four modern manufacturing units in
the National Capital Region and a chain of 88 outlets in India and
abroad, serving vegetarian North Indian, South Indian, Continental,
Chinese cuisine and Fast food along with a vast variety of traditional
Indian sweets and snacks
24
Our Concepts
BIKANERVALA
25
The traditional Indian sweet shop cum restaurant is an experience in itself. Here you can find
the pleasure & warmth of traditional Indian Sweets, Namkeens, Chaat & Snacks and 100%
pure Vegetarian multi cuisine restaurant which is served & delivered with passion and
celebration. Bikanervala’s concept always has been to innovate and yet maintain the original
flavour of traditional Indian food with primary focus on quality, hygiene and affordability.
Customer satisfaction is like a religion at Bikanervala and that is why we have been able to
keep our century old tradition alive. Bikanervala showrooms are located in India, Nepal, UAE &
New Zealand.
BIKANO
Bikano is our international brand of packaged Sweets, Namkeens, Papad and Sherbets,
manufactured to the world standards of hygiene and quality. Bikano’s packaged products have
always been a big hit with customers in both India and abroad. Their food products like
namkeens, cookies and syrups have made it the most preferred in between meal snack all over
the world. Bikano’s concept of constant innovation through the use of modern technology for
26
packaging retains its original flavour for maximum time period. With this vast variety of finest
packaged products one can always ready to celebrate a sweet moment , any time , any where.
Bikano products are available in Bikanervala & Bikano Chat Cafe showrooms and in leading
super markets and retail stores in India & abroad.
BIKANO CHAT CAFÉ
Bikano Chat Café is a new age concept of Bikanervala aimed at establishing a strong network
in the corporate and the retail segment. It is a chain of fast food restaurants and Tuck Shops
serving traditional Indian Chat, Combo Meals, Burger, Pizza and Snacks in a modern hygienic
enviornment.Their main focus has been to provide exquisitely packaged traditional food at an
affordable price to wherever their customer groups are located, be it corporate houses, malls or
even exhibition stalls. Their innovative menu and state-of-the-art manufacturing and delivery
systems ensures original flavour from base-kitchen-to-customer
Vision
27
To savour and share the century old
culinary heritage of Bikanervala with
ultimate taste and relishing freshness and
ensuring superior customer experience by
providing highest standards of product quality & service.
Certifications
Today the BIKANO product quality is recognized the world over. Bikanervala Foods Pvt. Ltd. is
a UL Registered Firm and has been awarded ISO 9001:2008, HACCP & SQF 2000 CM
28
ISO 9001:2000 HACCP REGISTRATION
29
BIKANERVALA
The traditional Indian sweet shop cum restaurant is an experience in itself. Here you can find
30
the pleasure & warmth of traditional Indian Sweets, Namkeens , Chaat & Snacks and 100%
pure Vegetarian multi cuisine restaurant which is served & delivered with passion and
celebration. Bikanervala’s concept always has been to innovate and yet maintain the original
flavour of traditional Indian food with primary focus on quality, hygiene and affordability.
Customer satisfaction is like a religion at Bikanervala and that is why we have been able to
keep our century old tradition alive. Bikanervala showrooms are located in India, Nepal, UAE
& New Zealand.
BIKANO
Bikano is our international brand of packaged Sweets, Namkeens, Papad and Sherbets,
manufactured to the world standards of hygiene and quality. Bikano’s packaged products
have always been a big hit with customers in both India and abroad. Their food products like
namkeens, cookies and syrups have made it the most preferred in between meal snack all
over the world. Bikano’s concept of constant innovation through the use of modern
technology for packaging retains its original flavour for maximum time period. With this vast
variety of finest packaged products one can always ready to celebrate a sweet moment , any
time , any where. Bikano products are available in Bikanervala & Bikano Chat Cafe
showrooms and in leading super markets and retail stores in India & abroad.
31
BIKANO CHAT CAFE
Bikano Chat Café is a new age concept of Bikanervala aimed at establishing a strong network
in the corporate and the retail segment. It is a chain of fast food restaurants and Tuck Shops
serving traditional Indian Chat, Combo Meals, Burger, Pizza and Snacks in a modern hygienic
environment .Their main focus has been to provide exquisitely packaged traditional food at
an affordable price to wherever their customer groups are located, be it corporate houses,
malls or even exhibition stalls. Their innovative menu and state-of-the-art manufacturing and
delivery systems ensures original flavour from base-kitchen-to-customer.
32
Objective of the project
While marketing only project report their must be sum objective or goal because with our any
objective , no project Report can be completed in true sense so the main objective of doing this
project Report are : -
What the subject taught in classroom at M.B.A course is completely theoretical so
during the project I compare how the marketing activity at an organization varies with this
theory.
To create the contact with working of an organization and see the different types of
marketing activities. It also helps us to take knowledge about product distributor promotion
and buying behavior.
To find out the types of channel, by which product is selling and to know
monopoly and average sales of these outlets.
The objective of the project is to study on the basis of 4P’s of marketing mix:
Product
Price
Place
33
Promotion
The project is to understand the consumer attitude and buying behavior
Towards Hladiram and Bikaner products..
why they use these products.
34
Marketing mix
Product Promotion
Price Place
Marketing mix is the set of marketing tools that the film uses to pursue it marketing
objective in the target market.
Marketing Mix of Haldiram’s
Products
Chips, Namkeens , Sweets , Pickles , papad , Syrup , Woo pies
Chips
There are six flavors in chips classics salt
Pudina treat
35
Paprika
Mast Masala
Bolelos
N salt
Taste of chips
Pudina treat - Taste of pudina
Peprika - Taste of green chill
Mast masala - Taste of Tomato
Classic salt - Plain $ only salted.
Boletos -
N salted - Masala salted
Ruffles:-
Takatak
Woo pies
36
Namkeen:-
Bhujia
Aalu Bhujia
All in one
Kaju Mixer
Kashamiri mixer
Bombay mixer
Nut cracker
Peanut
Plain
Salted
Masala
Panch rattan
Khan meether
Neembu Masala
37
Channa
Bombay Channa
Madrasi Channa
Kabuli Channa
Channa Dal
Mix
Pinnet Mix
Mir chi Pinnet
Chapatti Dal
Papad
Javitri
Medium
Punjabi
Mir chi
38
Syrup
Mango pana
Kaala khata
Thandi
Badam kesariya
Rose
Khus
Lemon
Pickles
Mango
Mir chi
Lemon
Mix
Sweets
39
There are so many sweets at show room but only few are available in packets and canes
Soon papari
Soan cake
Raasgulla
Chumchm
Gulab jamun
Cookies, biscuits and cake are available in retail
market.
Product Qualities
Impeccable qualities, They focus on TQM before the finish like because the quality along
if advertisement which Haldiram & Bikanervala gives as a competitive edge design
innovative of packets day by day. It is a popular due to its colorful packets of Namkeen
which is unbeatable by other brands.
Features:-
Testy Snacks , Suitable with drinks as well as serving guest
.
Brand name:-
40
Huge brand name nation wide
Warranty
Takes in return when product expires or any or any other damage which is accidentals.
Price:-
The price is different for different product chips.
Discount
Depends upon the sales executive, and retailer’s bargaining and as different scheme.
Allowance
Fixed, as per distributor target and companies target to the sales person.
Public relations
Marketing sales executive pays a visit to retailer Time to
time.
Sales executive
Create new counters for that particular distributor on which he is working.
41
Promotion
Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, Win cheaters etc. are
given to retailer and customer
Note:-Discount coupon are double edge sword , to the customers because when customer
gets and discount coupon He/ She goes to show room of Haldiram’s and buys another
product and thus he become a new customer another product.
Advertisement
Spent huge amount in ads.
Place
One of the most important thing any companies is the place. When the company sales
its product and for a good sales volume, the listenable things are segmenting targeting, and
positioning is must. For this work the company recognized its customer i.e. who are the
customer and where are they. Then he starts working.
The coupon its customer and market place. Then target them and after all
it creates a position in the customer mind.
42
The Haldirams & Bikanervala work in to ways since it is the market leads
in Namkeen market so, it does not care of its competitor and need not to work more for its
promotion and position due to its quality and brand name , but for chips its work regularly.
The company segment its market it to type.
1. Retail market
2. Institutional market.
Retail Market
The company has kept all the open market as retail market in miss all the shop, Early shops ,
grocery shop, and general store are included.
Institutional market
In this segment the company has kept all the institutional shop/ contents. In this
segment collage canteens, school canteens, hospital canteen, Restaurant, cinema halls,
shopping malls, its are included.
To study present snacks market
►To find out the namkeen potential market.
►To find out the market share of Haldiram’s Namkeen in comparison to Bikano, Crax,
Lehar, and others
43
►To find out the brand and pack availability in the availabilityin the respective market .
►To identifythe ‘Distribution Network’ of Haldiram Products.
►To get overview of sales scenario of the Haldiram’s Brands vis a vis its competitors.
►To judge the awareness level of retailers regarding the various flavors of namkeens.
►To analyse the retailer criteria for promoting any brand and the needs and problems
of retailer.
►To collect ideas and suggestions from the market.
►To find out the future market potential of namkeens.
►To find out strength of Haldiram and do SWOT analysis of Haldiram’s namkeens.
►To suggest strategies to increase the market share of Haldiram’s namkeen. These
objectives were achieved by following a well thought out plan and defining the problem
for each
objectives separately. Sampling and other statistical tools were considered for achieving
the given objectives.
44
Scope of the project
The scope of the project can be presented as:
To study Haldiram and Bikaner products as a product.
To study how the company has increased the product value over a
period of time.
To study the Haldiram and Bikaner Products Line and Merchandise
Mix.
To understand the consumer’s perception towards Haldiram and
Bikaner brands.
To understand the packaging aspects of the product.
To study the how the company has done branding of sweets and
namkeens.
To study the pricing strategy of the company regarding these
products.
45
To study the distribution channel used by the companies to market
these products.
To study the Promotional-Mix (such as Advertising, Personal selling
, Publicity, and Sales promotions) used by the company.
Product- 1.To understand the Haldiram and Bikaner products as a
products.
Definition- Product is a bundle of utilities. A product can be anything
which
satisfies the needs and wants of the customer.
A good, idea, method, information, object, or service that is the end result of
a process and serves as a need or want satisfier. It is usually
a bundle of tangible andintangible attributes (benefits, features, functions, us
es) that a seller offers to a buyer for purchase.
2. Law: A commercially distributed good that is (1) tangible personal
property, (2) output or result of a fabrication, manufacturing, or production
process, and (3) passes through a distribution channel before being
consumed or used.
3. Marketing: A good or service that most closely meets the requirements of
a particular market or segment and yield enough profit to justify its
continued existence.
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Levels of products— Core benefit- The fundamental need or
want(hunger) that consumers satisfy by consuming the product or service.
Consider what we have talked about many times in this tutorial; people make buying
decisions that satisfy their needs. While many needs are addressed by the consumption
of a product or service, some needs are not. For instance, customers may need to be
perceived highly by other members of their group or need a product that is easy to use
or need a risk-free purchase. In each of these cases, and many more, the core product
itself is the benefit the customer receives from using the product.
In some cases these core benefits are offered by the product itself (e.g., floor cleaner)
while in other cases the benefit is offered by other aspects of the product (e.g., the can
containing the floor cleaner that makes it easier to spread the product). Consequently,
at the very heart of all product decisions is determining the key or core benefits a
product will provide. From this decision, the rest of the product offering can be
developed.
Expected benefit-The set of attributes or characteristics that buyers
normally expect and agree to when they purchase a product.
Augmented benefit- Inclusion of additional features, benefits, attributes or
related services that serve to differentiate the product from its competitors.
Marketers often surround their actual products with goods and services that provide
additional value to the customer’s purchase. While these factors may not be key
reasons leading customers to purchase (i.e., not core benefits), for some the inclusion
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of these items strengthens the purchase decision while for others failure to include
these may cause the customer not to buy. Items considered part of the augmented
product include:
Customer Service – This consists of additional services that support the
customer’s needs including offering training and assistance via telephone or
online.
Complementary Products – The value of some product purchases can be
enhanced with add-on products, such as items that make the main product
easier to use.
Accessibility – How customers obtain the product can affect its perceived value
depending on such considerations as how easy it is to obtain (e.g., stocked at
nearby store, delivered directly to office), the speed at which it can be obtained,
and the likelihood it will be available when needed.
2.To understand the Product line and Merchandise mix- Product
Line :Total how many products company have .
A product line refers to a number of products that are related and developed by the
same manufacturer. Product lines are not to be confused with product bundling, which
combines various items into one type of product. Items within a product line generally
share the same basic theme, and with the help of a successful marketing plan these
products can be entirely effective.
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Frequently, a product line includes different products that are offered to the public at
varying price points. This way, a manufacturer or company can ensure that all products
within a line will be purchased by all kinds of people. Product line extension refers to
any additional products that may be added to a current product line.
Much has been, is and will be made of how important product merchandising is, but
from a purely definition standpoint, the idea of product merchandising means you put
the best face on your product, giving it the widest dispersal of information to capture
the largest market share you possibly can. In short, you use a shotgun blast to hunt
squirrels.
Yes, I know the visual there might be difficult to get out of your mind, but THAT'S
THE POINT. Creating a visual, whether literally or figuratively, is what product
merchandising is all about. At Net Blazon, we're well aware that a picture is worth a
thousand words and the more images of a product, the better, but good images is
only one aspect of good product merchandising
Product width : different category in which the company divide its
product. Product width refers to the number of product lines sold by one
company. The product line refers to the same kind of product but falls in
same categories products are similar in their main character. sum total of
all of these product line is width of product mix.
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Product depth : under one product how many sub-products company
provides or how many varieties company have for that product . The no of
variants of a particular product is called product depth.
Merchandise mix- The breadth and depth of the products carried by
retailers. Also known as Product Assortment. The combination of goods that a
store sells. The activity of promoting the sale of goods at retail.
Merchandising activities may include display techniques, free samples ,on-the-
spot demonstration, pricing, shelf talkers, special offers, and other point-of-
sale methods. According to American Marketing Association, merchandising
encompasses "planning involved in marketing the right
merchandise or service at the right place, at the right time, in the
right quantities, and at the right price.
3. Consumer Behaviour –
Individuals or groups acquiring, using and disposing of products, services,
ideas, or experiences. Includes search for information and actual purchase.
Includes an understanding of consumer thoughts, feelings, and actions.
Buying Behaviour is the decision processes and acts of people involved in buying and using
products.
Need to understand:
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why consumers make the purchases that they make?
what factors influence consumer purchases?
the changing factors in our society.
Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. A
firm needs to analyze buying behaviour for: Buyers reactions to a firms marketing
strategy has a great impact on the firms success.
The marketing concept stresses that a firm should create a Marketing Mix (MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when
and how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing
is only one stage of the process. Not all decision processes lead to a purchase. All consumer
decisions do not always include all 6 stages, determined by the degree of complexity...discussed
next.
The 6 stages are:
1. Problem Recognition(awareness of need)--difference between the desired state and the
actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates
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your need to eat.
o Information search-- Internal search, memory.
o External search if you need more information. Friends and relatives (word of
mouth). Marketer dominated sources; comparison shopping; public sources etc.
A successful information search leaves a buyer with possible alternatives, the evoked
set.
Hungry, want to go out and eat, evoked set is
o Chinese food
o Indian food
o burger king
o klondike kates etc
2. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer
wants or does not want. Rank/weight alternatives or resume search. May decide that
you want to eat something spicy, Indian gets highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think of
another restaurant? Look in the yellow pages etc. Information from different sources
may be treated differently. Marketers try to influence by "framing" alternatives.
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3. Purchase decision--Choose buying alternative, includes product, package, store, method
of purchase etc.
4. Purchase--May differ from decision, time lapse between 4 & 5, product availability.
5. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by warranties, after
sales communication etc.
After eating an Indian meal, may think that really you wanted a Chinese meal instead.
Research Methodology
The purpose of the methodology is to describe the research procedure. This included overall
research design preparation of the format for data collection to every dealer and outlets
holders.
The data collection method and analysis procedure
The methodology used to carry out the project report in the analyzing the data
collection by the survey method. The survey on the data collection was the made by the
interviewing the concern personalizes by the filling up the specific format for data collection.
Data types
There are two types of data
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2. Primary data
3. Secondary data
1. Primary Data:-
Data those are given by the company it self to reach to the retailers.
2. Secondary data
Data which are collected by field work and survey.
Data collection method
Two different format of data collection were prepared keeping in the view the important
data to be collected which can up a way to find out the market share of the Haldirams product
and Bikaner product and signage and stands provided by the company and different scheme
offered to them by Haldirams and then . A format is prepared for collecting data.
Field work
For interviewing the retailers went to each and every school, collage, hospital, restaurant
of west Delhi. Thus I interview about 150 canteen owners and the entire distributor over the
entire NCR. I asked them to help me in filling the format for collecting data.
Sampling and research design
Research design:-
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Type: Exploratory (Preliminary Investigation)
Sources survey by means of structured undisguised and
of information general face to face interaction with outlet holders and used some
secondary data.
Area of sampling: NCR.
1.Have you heard about Haldiram and Bikanervala ?
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INTERPRETATION-
2. Do you prefer Haldiram and Bikanervala’s products?
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INTERPRETATION-
3. Which product do you like most of Haldiram’s and Bikanervala”s?
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INTERPRETATION-
4. What compels you to consume it?
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INTERPRETATION-
5. Do you think both acquire a good name in the market?
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INTERPRETATION-
6. What is your source of information regarding theses brands?
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INTERPRETATION-
7. At which brand of fast food restaurant chain would you consider eating?
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INTERPRETATION-
8 . Which is your favourite fast food Indian restaurant chain ?
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INTERPRETATION-
9. How favourable is your attitude towards haldiram & Bikanervala?
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INTERPRETATION-
10. How likely would you be to recommend Haldiram to others?
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INTERPRETATION-
11. What do you like the most about Haldiram and bikanervala?
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INTERPRETATION-
12. To what extent does Halidram’s offer advantages that other brands cannot?
INTERPRETATION-
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13. Haldiram’s & Bikanervala is.
INTERPRETATION-
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14. How well do each of the following words describes this brand?
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INTERPRETATION-
15. Haldiram and Bikanervala are more than a product to me?
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INTERPRETATION-
Research Findings
There are no any wall paintings or banners in canteens as signage of Haldiram’s and
Bikanervala product while the competitors are providing many facilities like this.
The first and the major problem is that the company does not have direct and
permanent contract with retailers. It is general complain that there is a big
communication gap between the company and the retailers and no one is to solve their
problem.
The second problem of retailers is non availability of quick response of distributors.
Distributors do not send the ready stock and thus the delivery man suffers the problems
when the retailer demands in emergency.
One of the major problems is i.e. they are the price difference. They are getting same
product in different price from others suppliers (the other suppliers are giving on less
price and schemes) thus this problem is very big for distributors and suppliers both.
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Second problem is wholesale market; the wholesale market is creating problem entering
in distributors areas.
The problem faced by the distributors is lack of stands in market. This problem disturbs
the distributors and retailers both. Retailers demand stands to distributors because
executive of others company does not allow to use their stands to put our product.
Limitations
Every project has its limitation and it is wise to point them out instead of glossing over them.
This project was having some limitation, which is written below, and the aim presentation is to
increase confidence in the present result.
Limitation of survey
The universe study is NCR. The result of this study shouldn’t be generalized with any
other part of NCR or of the country or whole Indian at large.
Though almost all the places the number of c/b are counted but in few large retail stores
like Big Bazaar, conventions, the information was noted down as given by retailers.
Study was limited to institutional outlets stocking in NCR.
Information collection took so many days.
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The amounts of sales or sales volume may different in different months.
CONCLUSIONS & RECOMMENDATION
1) There is high awareness level for different Haldiram’s & Bikanervala products amongst
the retailers.
2) From the survey of 250 retailers in NCR it was noticed that in most of the retailers are
keeping Haldiram namkeens as well as Bikanervala, Other brand namkeens which also
occupy a major share are Lehar, Crax.
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3) Market share of Haldiram namkeens & Bikanervala is more than double of its
competitors.
4) From the data collected it is quite clear that while promoting any brand the foremost
considerations are good demand and good margin followed by regular supply and next
come brand names.
5) Majority of retailers promote Haldiram’s namkeen followed by Lehar, Bikano, and Crax
in that order.
6) Average annual sale come out to be highest for Haldira ‘s namkeens followed by
Lehar, Bikano, local brand like namkeen , Raja, Shammi, Tingle, Shah, Aone, etc. also
have a significant share when clubbed together.
7) Margins are revailed by retailers highest for local brand followed by Lehar, Bikano and
Haldiram’s in that order.
8) Brand awareness for Haldiram’s product is very high in comparision to Bikanervala.
9)There is significantly high brand loyalty for Haldiram’s product amongst the consumers.
10) Bikano has great Market share in karol bagh due to its sweets corner
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11) Lehar has great market share in Katwariya sarai due to proper distribution channel in
that area.
12) Bikanervala namkeen are equally preferred as Haldiram’s. It is also noticed that
young people prefer Lehar’ Aloo Bhujia, Masala Laccha and Kukure over Haldiram’s. The
reasons for this could be that the T.V. advertisement of Lehar has an emotional appeal
for the young generation.
13) Bikano’s Natkhat Nimbu and Crax mast matter are in great demand over Haldiram’s.
14) Most of the retailer were complaining about the less profit margin.
15) The main Consumer segment for Haldiram is upper and middle class but Lehar, Crax
and Bikano has consumer
Segment for lower class too by having a packet of Rs 2 of 12 gm.
16) There is great damand of Rs 5 packet.
17) Most of retailers were complaining that there was no sort of credit given in era of
credit.
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Company should consider the problems of retailers and canteen’s owner.
Company should problems of distributors.
Resettlement of dispute like non payments and wrong commitment problems is
necessary by another executive.
Stand should be provided to needy retailers because another company’s
executive creates problem.
Company should give the stands and racks to each and every counters where its
product is sold.
Company should prevent the interference of distributor in each others areas.
Company should prevent the undercutting in market.
Company should prevent the wholesale disturbance.
Company should give the incentives to its executives as extra benefits after
salary.
Company should listen and care of sales executive.
Company should recognize the problems in market.
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The very necessary work is market screening and recognizing the strength and
weaknesses of competitors.
Company should spend some amount on advertisement of its products because
the competitors are using celebrities as their promoter in ads. For Kurkure Juhi
Chawla and for Lays Saif Ali Khan.
Company should provide display to canteens and cafeterias.
Company should paints the walls of cafeterias time to time because its
competitors do this, this will bound the retailers to sale our product.
APPENDICES
RESEARCH PROJECT WORK
Questionnaires
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Dear All
The following questionnaires is part of my project for “A
COMPARATIVE ANALYSIS OF HALDIRAM & BIKANERVALA OFFERINGS
” The information provided by you would be kept confidential &
won’t be used outside the purview of this project.
BRAJESH KUMAR PATHAK
ROLL. No. 0915270026
COURSE : MBA
Dear Respondent,
I am conducting a survey for HALDIRAM & BIKANERVALA
OFFERINGS Product’s for my MBA programme.
I would be highly grateful to you if you spare your valued time in filling up
this questionnaire.
Name:
………………………………………………………………………………………………...
Occupation: Student / Service / Business
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1.Have you heard about Haldiram and Bikanervala ?
a. Yes b. No
Interpretation:
2. Do you prefer Haldiram and Bikanervala’s products?
a. Yes b. No
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Interpretation:
3. Which product do you like most of Haldiram’s and Bikanervala”s?
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a. Sweets b. namkeen c. chaats d. Chips
Interpretation:
4. What compels you to consume it?
a. Brand name b. Variants c. Quality d. Price. E . other
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Interpretation:
5. Do you think both acquire a good name in the market?
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a. yes b. No c. Can’t say
Interpretation:
6. What is your source of information regarding theses brands?
a. Advertising b. Live demonstration c. Home shopping d. Retail outlet.
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Interpretation:
7. At which brand of fast food restaurant chain would you consider eating?
a. Bikanervala b. Evergreens c. Haldiram d. Sagar ratna
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Interpretation:
8 . Which is your favourite fast food Indian restaurant chain ?
a. Bikanerwla b. Haldiram c. Bengali sweets d. Sagar ratna
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Interpretation:
9. How favourable is your attitude towards haldiram & Bikanervala?
a. Highly positive b. Positive c. Neutral d. Negative
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Interpretation:
10. How likely would you be to recommend Haldiram to others?
a.Highly recommendable b. Recommendable c. Less recommendable d.Not worth
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Interpretation:
11. What do you like the most about Haldiram and bikanervala?
a. Quality b. Price c. Ambience d. Service
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Interpretation:
12. To what extent does Halidram’s offer advantages that other brands cannot?
a. High b. Medium c. Low
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Interpretation:
13. Haldiram’s & Bikanervala is.
a.Innovative b. Knowledgeable c. Trustworthy d. . Admirable e. Hygienic
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Interpretation:
14. How well do each of the following words describes this brand?
a. Down to earth b. Honest c .Daring d. d. Reliable e. Successful
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Interpretation:
15. Haldiram and Bikanervala are more than a product to me?
a. Yes b. No c. Can’t say
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Interpretation:
BIBLIOGRAPHY
Book
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Gaur singh sanjaya and saggharteu sanjay New Delhi, “event marketing and event management”
3rd edition vikas publishing house, 1998
Kothari C.R, Research Methodology, Vishwa prakashan, New Delhi, Reprinted Edition, 2004,
Page 1-112.
Ramaswamy V.S. & Namakumari S., Marketing Management, Macmillan India Ltd. Publication,
New Delhi, 3rd edition 2002.
Magazines
A & M, Brand Equity & the Strategist
Business Today.
Business World
Internet website
www.yahoosearch.com.
www.google.com
www.haldiram.com
www.bikanervala.com
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