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Competitive Analysis of Bikanervala Vis-À-Vis Its Key Competitor
Competitive Analysis of Bikanervala Vis-À-Vis Its Key Competitor
ON
DECLARATION
a) That the work presented for assessment in the summer internship report is my
own, that is has not previously presented for another assessment and that my debts
(work, data, arguments and ideas have been appropriately acknowledged.
b) That the work conforms to the guidelines for presentation and style set out in the
relevant documentation
DATE:
ANKIT TYAGI
MBA BATCH SS11-13
Sec. SC1
ACKNOWLEDGEMNET
After a year or long so of classroom sessions during my MBA, summer internship program
has been an experience to take on the real world challenges. Moving out of cozy confines
of the college, my first industry interface as trainee could never be easy without the full
extent support of many people making my experience a learning as well as ineffaceable
experience. I wish to extent my sincere thanks to all the people who directly or indirectly
helped me sail through.
My first and foremost gratitude is to Mr. Kailaash kukreti (General Manager Bikanno) for
providing me with this opportunity to work at BIKANERVALA FOODS Pvt. Lmt.
I am grateful to Mr. Anurag Sharma (General Manager) for providing me with the
opportunity to work with the marketing team of the company.
I would like to thank Miss. Shivli Sharma (Marketing Manager ) for her support to help me
progress through the project and for encouraging me throughout the project not only with
her valid suggestions but Also a source of unbreakable support and inexhaustible source of
inspiring energy through various stages of the project.
I would also like to thanks Miss. Sangeeta goel (Marketing head) for their kind support and
sincere suggestions time to time. And give me the opportunities to understand the market
view.
I am also thankful to all the staff of BIKERVALA (Unit Manager, Operational Manager,
and Production Manager) for their kind support n suggestion time to time.
EXECUTIVE SUMMARY
The study of this project is to understand the offering which are made available by
Bikanervala and its key competitor Haldiram, and also there is comparative
analysis of both the brands.
I have collected about all the product of Bikanervala 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)
How
much
sale
is
of
that
particular counter and what the sales volume that counter may give to us.
3)
4)
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 Bikanervala product.
After this I saw the competitors product (quantity) and asked the strength. We also
counted the signage and a stand of all the competitors company and Bikanervala
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.
INTRODUCTION
No celebration is complete in India without the distribution of sweets. And this
sweet culture is not only limited to Indian homes but also across corporate houses.
Come a birthday party, or a marriage anniversary, or wedding reception, or any
festive occasion, it is sweet food that rules the menu. Any good news is
broadcasted along with the accompaniment of sweet food. It is today a humdrum
affair to send an attractive pack of sweets online to friends, relatives, and
associates located far.
It is traditional sweets that are served and distributed during festive occasions.
These traditional sweets are also prepared in many a home. Atta laddoo, coconut
barfi, patisa, gondh laddoo, sohan halwai, balu shahi, dal barfi, kesar coconut
barfi, sev badam, special gujia, kesar gujia, dhoda, banarasi laddoo, shahi laddoo,
special Karachi halwa, besan laddoo, dhoda kaju, moti pak, shahi pinni, etc. are
the traditional sweets worth mentioning. But it is time consuming besides the
hassles involved in preparing any of the aforesaid items. You save time and effort
besides also not compromising on taste if you opt buying traditional sweets from a
reputed brand, one that has maintained a rapport in the market for delivering
superlative quality and taste adhering to the strictest of hygiene standards. There
are varieties of other sweet food items to choose from in the category of Bengali
sweets, khoya, and premium sweets. If you love kaju, you can go for sweet food
prepared from kaju such as kaju apple, kaju burfi, kaju dil khush, kaju gujia, kaju
kalash, kaju kesar, kaju lemon, kaju pan, kaju roll, kaju samosa, and kaju shahi.
You need not fret if your preferred brand is not located in your locality. Go online,
visit its corporate site and procure your favorite sweet food items with just a few
clicks of the mouse. The payment can be paid online or by cash on delivery.
When we speak of the snack industry, mention of namkeens is inevitable. There is
none who does not love namkeens. Right from aloo bhujia, ratlami sev, peanuts,
badam lacha, bikeneri bhujia, chana masala to cornflakes mixture, dal moth,
ganthiya, kaju mixture, khatta meetha, khoka bhujia, matar masala, moong daal,
navratan mixture, peanut masala, there are a variety of namkeens to choose from.
No matter whether you are on a long journey or just having fun with your friends or
in the move in your own city, get a packet of namkeen and luxuriate yourself in the
spicy and tangy splendor! The snack industry in India is indeed steered by the sale
of namkeens. No wonder the Indian snack industry is rising at a fast face and it is
one of the largest industries in the whole of Asia. Snacks items are savored by
people of all ages; consumption is not limited to a limited section. Given the fact
that they can be had any time of the day or night, the convenience associated has
led to the increasing sales.
Bikanervala provides latest information on food in india, Snacks Industry,
namkeen, about all Bikanervala, Traditional Sweets and Cafe products.
The basic aim of the study is to analyze the competitive strategies adopted by
Bikanervala to tackle stiff competition
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
Primary data
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.
general face to face interaction with outlet holders and used some secondary
data.
Area of sampling:
NCR.
COMPANY PROFILE
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
Concepts
BIKANERVALA
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. Bikanervalas 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. Bikanos
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. Bikanos 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.
Vision
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
BIKANERVALA
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. Bikanervalas 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. Bikanos
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. Bikanos 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.
BIKANO CHAT CAFE
Bikano Chat Caf 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.
Competitor
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 Haldirams undisputed leader of the sweet industry. Haldirams synonymous
with sweet meat as Cadbury is to Chocolates. By default Haldirams 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, Haldirams
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 Haldirams he has made the brand a household name in India. Haldirams
products inherits the Matchless quality, Zero impurity and world class packaging,
efficient distribution network are the hallmark of each and every Haldirams
Product and to top it up the trump card of 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
Plan are the pipeline to export Food Products under the Mopleez 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.
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.
Marketing mix
Product
Price
Promotion
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 Haldirams
Products
Chips, Namkeens , Sweets , Pickles , papad , Syrup , Woo pies
Chips
There are six flavors in chips classics salt
Pudina treat
Paprika
Mast Masala
Bolelos
N salt
Taste of chips
Pudina treat -
Taste of pudina
Peprika -
Taste of Tomato
Plain $ only salted.
N salted -
Masala salted
Ruffles:
Takatak
Woo pies
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
Channa
Bombay Channa
Madrasi Channa
Kabuli Channa
Channa Dal
Mix
Pinnet Mix
Chapatti Dal
Papad
Javitri
Medium
Punjabi
Mir chi
Syrup
Mango pana
Kaala khata
Thandi
Badam kesariya
Rose
Khus
Lemon
Pickles
Mango
Mir chi
Lemon
Mix
Sweets
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
Depends upon the sales executive, and retailers 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.
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
Haldirams 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.
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 Haldirams Namkeen in comparison to
Bikano, Crax, Lehar, and others
To find out the brand and pack availability in the availabilityin the
respective market .
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
enough profit to
justify
its
continued
existence.
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 customers purchase. While these factors may not be key
reasons leading customers to purchase (i.e., not core benefits), for some the
inclusion 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:
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.
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.
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
talkers,
offers,
and
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:
Food.
Hunger
stimulates
your
need
to
eat.
Chinese food
Indian food
burger king
Interpretation:
Interpretation:
7. At which brand of fast food restaurant chain would you consider eating?
a. Bikanervala b. Evergreens c. Haldiram d. Sagar ratna
11. What do you like the most about Haldiram and bikanervala?
a. Quality b. Price c. Ambience d. Service
12. To what extent does Halidrams offer advantages that other brands cannot?
a. High b. Medium c. Low
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
ASSESSMENT OF INTERNSHIP
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.
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.
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 shouldnt 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.
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.
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.
7) Margins are revailed by retailers highest for local brand followed by Lehar,
Bikano and Haldirams in that order.
9)There is significantly high brand loyalty for Haldirams product amongst the
consumers.
10) Bikano has great Market share in karol bagh due to its sweets corner
11) Lehar has great market share in Katwariya sarai due to proper
distribution channel in that area.
13) Bikanos Natkhat Nimbu and Crax mast matter are in great demand over
Haldirams.
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
17) Most of retailers were complaining that there was no sort of credit given
in era of credit.
RECOMMENDATION
Company should give the stands and racks to each and every
counters where its product is sold.
BIBLIOGRAPHY
Book
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 2009
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