A Report On “Amira’s foray into the Indian snacks market”

By Vidhi Choraria 11BSPHH010942

IBS Hyderabad
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A Report On “Amira’s foray into the Indian snacks market”

Submitted byVidhi Choraria 11BSPHH010942

A report submitted in the partial fulfillment of the requirement of MBA Program of IBS Hyderabad Distribution list Company guide: Mr. Yogesh Arora General Manager- Sales Amira Foods India Ltd. Faculty guide: Dr. Sridhar Vaithianathan Asst. Prof. (Operations) IBS Hyderabad

Amira Foods India Ltd., Delhi

Date of submission- 4th June, 2012
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ACKNOWLEDGEMENT
I take this opportunity to gratefully acknowledge the assistance and contribution of the people who had faith in this project. I would begin by extending my sincere gratitude to Mr. Karan A. Chanana, Chairman, for giving me a chance to work with Amira Foods India Ltd. I feel privileged to have worked with and enjoyed the support of my Company guide, Mr. Yogesh Arora, General Manager (sales). I am deeply indebted to him for all the help I received, without which this project could not have come to pass. He made available all the resources that came handy in completion of this project. He took special interest in ensuring that I get ample field exposure so that I could understand the intricacies of the business. I am extremely thankful to my faculty guide, Dr. Sridhar Vaithianathan, Asst. Prof, IBS Hyderabad. His constant guidance helped me overcome many barriers in the course of my study. I am fortunate to have got such an encouraging guide who made me push my limits and strive for bigger accomplishments. Last but not the least; I would like to give my sincere thanks to Mr. Rajiv Verma, Vice-President, Amira Foods. India Ltd. Regular discussions with him regarding the progress of my project made sure that I was on the right track. His guidance motivated me to give this project my best effort.

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77 11. 2.. Outcome/ Contribution…………………………………………………………………. Company analysis……………………………………………………………………….. Conclusion & Recommendation…………………………………………………………74 11..3 Competitive analysis……………………………………………………………………………………29 8....82 14.. 4.84 15...5 Porter’s five force model…………………………………………………………....30 8.....2 Customer preference (Phase 2)………………………………………………………...02 Internship certificate…………………………………………………………………….... Table of contents…………………………………………………………………………05 6...11 7..32 9.19 8...Table of Contents Cover page………………………………………………………………………………..5 Scope & limitations…………………………………………………………………………………….…..46 10.....5 Promotion………………………………………………………………………………………………...48 10.. 3.....15 8...4 Market segmentation……………………………………………………………………………………45 9... Page | 5 ... Executive summary………………………………………………………………………06 7...78 12....……………………………34 9.........2 Growth in the snacks industry………………………………………………………………………….....80 13.. Appendix……………………………………………………………………………….. Project specific analysis…………………………………………………………………... Introduction………………………………………………………………………………07 7.73 11...……………......13 7.2 Product portfolio……………………………………………………………………………….....43 9...12 7.04 5...1 Conclusion………………………………………………………………………………………..70 10..4 SWOT analysis……………………………………………………………………..…….........……………………………………….....4 Methodology……………………………………………………………………………………………14 7.. Learning from SIP………………………………………………………………………...1 About the company………………………………………………………... References………………………………………………………………………………..2 Recommendation……………………………………………………………………………….….3 Award and recognitions……………………………………………………………..01 Title page………………………………………………………………………………... Economy industry analysis………………………………………………………………16 8.1 Background……………………………………………………………………………………………..87 1......31 9...1 Market analysis (Phase 1)………………………………………………………………………….1 Introduction to snacks industry………………………………..03 Acknowledgement………………………………………………………………………...42 9.3 Objective……………………………………………………………………………………………….......2 Keller’s model…………………………………………………………………………………………....17 8...

The rationale behind this division was to ascertain if there was any brand that was being sold better in a particular region than the other. This project has been divided into two phases. pricing.North. Therefore. I decided to include customers too in my area of study. Amira foods India ltd. which is one of the largest privately owned rice companies of India. The project has been done for Amira Foods India ltd. This led me to conduct the second phase of my project where a structured questionnaire was given to customers who rated various variables on a 7 point Likert scale. A factor analysis was run on the data generated to find out the correlation among the variables and also to find out which factor emerged as the most important one. The task now was to find out which player generated maximum sales.EXECUTIVE SUMMARY This project will bring to the fore the competition that exists in the Indian snacks market. After having completed this study. Decide which variant they should add to their current portfolio of 4 variants. This information was sought by way interacting with the shopkeepers as well as customers who visited these shops and were looking to buy snacks. A list of questions was prepared and by way of interacting with shopkeepers information was sought. affect the buying decision of consumers. I undertook a study of the snacks market by visiting retail shops all over Delhi to get an idea of the snacks offered by various companies. will be able to   Understand the buying behavior of consumers in all parts of Delhi. Before starting the first phase of the project. South. In the first phase. The questionnaire covering 11 variables emerged from the discussions with the retailers and customers in the first phase.name of the company. For this purpose. This was solely done on the basis of observation. and their placement in the shops among other things. their promotion tactics. On the basis of the interpretations. West and Central. By introducing snacks to its portfolio it has forayed into an industry that is replete with competition. I divided Delhi into 5 zones namely. Therefore. promotion and place among others. I got a fair idea of what all does a customer look for when he/she makes a purchase. When I started the first phase of the project. A comprehensive list was generated where the following information was gathered. it became imperative to first study the competition and the various offerings by different companies. form of packaging and promotional schemes. In order to make the findings from the project cogent. East. Page | 6 . which variant was sold most and related questions. the second phase was only targeted to the customers. Get an idea as to which variables like price. I was already well aware of the different offerings in the market. I did a market analysis wherein I went to retail shops and simply listed down the products offered by different companies. number of brand offerings. different sizes available. both from the organized as well as the unorganized market.

INTRODUCTION Page | 7 .

the result of which was Amira’s foray into the Indian snacks market. For some of the customers. Apart from this. The various snacks had a soft launch in the metro cities of the country excepting New Delhi. Amira has planned to launch 4 variants namely. Bikaneri bhujia. is predominantly a manufacturer and exporter of rice. Among the retailers that visited the exhibition. Advertisement in trade magazines is being considered. Amira is relaying on word-of-mouth publicity for its snacks. While most of them appreciated the taste some had minor issues regarding the taste.BACKGROUND Amira Foods India Ltd. The snacks are slat ed to be launched this year. whereas Rajasthanis prefer their food be very spicy. which is deemed to be too high. Looking at the growth in the FMCG sector. sales was just a by product of the exhibition. What the company wanted to get were customer insights. and the ones than charge a tax of less than 13% can sell the namkeens at say Rs 35. of which I was a part. three points came up which Amira cashed on. The first appearance that Amira snacks made in New Delhi was at the Ahaar Food Festival. In the initial days of test marketing. The leads from the soft launch indicated that consumers will accept this brand. However the price that these retailers charge to stock the snacks could be a cause of cause. They buy each packet from chatarpur enterprises at Rs 19. For instance. Haldiram’s has a stronghold in North India. Gujaratis prefer it to be less spicy. Compared to the other brands available in the market. it is difficult to create a niche for a lesser known company. Spencer’s is charging 4L per SKU. the tax structure will have to be taken into cognizance before setting out the price. when the consumers were asked a few things that they would like to change about Haldiram’s snacks. Consumers felt th at Haldiram’s snacks were too spicy and that they left a mint like taste on the tongue. this price is high. I had the opportunity to interact with customers and ask them how they liked or disliked the newly introduced snacks. Page | 8 . Amira has outsourced its manufacturing to Chatarpur enterprises. Walmart. Amira tried to overcome all these negative points and created less spicy and cholesterol free snacks. Places that charge a tax of 13% or more can sell the namkeens at Rs 39. Also. Advertisement on televisions is not being considered due to the high costs involved. Haldiram’s snacks when taken in the hand leave behind oil. Most people across India like their food to be spicy in moderate limits. the decision whether to taste the namkeens or not depended on how spicy the snacks were. As such. Aloo bhujia. the company decided to diversify its brand portfolio. Amira will have to go for regional pricing in order to induce sales. The snacks were put up for sale at the exhibition. Navratna mix and Zabardast slims. for the namkeens to sell at Rs 39. In a market where Haldiram’s is almost synonymous with snacks. South India should be targeted. Vishal Megamart and Big Bazaar expressed their willingness to stock the snacks. All the snacks are priced at Rs 39 and the quantity offered is 150 grams. as such the prices in this part of the country will have to be brought down.

Patel Nagar. The information was sought with the help of a disguised structured questionnaire. Gandhi Nagar Page | 9 . East Delhi – Bhajanpura. They want to target those men and women. For this phase.Sales) handed this project to me where my study was related to understanding the competition and also making recommendations to the company as regards customer preferences. Yamuna Vihar. it has a strong presence in both general and modern trade. healthy. The plan is to club namkeens with rice and create a grocery combo to induce sales. Amira wanted its snacks to be tasty and crunchy and more importantly. Kamla Nagar. Pratapnagar 2.Punjabi Bagh. Tilak Nagar 3. In the first phase. Aloo bhujia and Bikaneri bhujia. The snacks can serve the purpose of mid break meals. Amira Rice is available pan India with about 122 distributors all over. Yogesh Arora (General Manager. say something that was sold only in the Eastern part of Delhi and not in the Northern part.Zabardast slims. North Delhi . Understanding that the customers in especially Delhi are price sensitive and also the fact that a wide range of choices are available in the market.Timarpur. Following are the 4 variants launched by Amira. Rajendra Nagar. Paschim Vihar. The rationale behind this segregation was to find the presence of regional brands. All data collected for the study is first hand (primary). GTB Nagar. students who stay in hostels or paying guest accommodation. Following 5 zones were covered1. As such. The snacks promise to be zero trans fat and calories. An all rounded analysis from both the retailers as well as consumers perspective was needed. therefore this project has been divided into two phases. Mr.85% of the snacks are potato based and Amira’s 4 variants are also potato based. It is also considering BTL activation for promotion. my company guide. Preet Vihar. I divided Delhi in 5 zones. West Delhi . who work during late night shifts. I visited retail outlets all over Delhi and questioned retailers as well as customers. The idea was to focus on traditional Indian taste. The other purpose that the company sees is of these snacks to be used while traveling distances. Navratna mix. This shows that their products have huge potential. Model Town.

I tried to overhear the conversations that customers had between themselves while making a purchase decision related to namkeens. This helped me to get a stronghold of consumer preference. my interviewing population consisted of only end-consumers . This came in form of recommendations to the company I was conducting the survey for and also loopholes in the present brands that dominated the market. Central Delhi – Bengali Market. In the second phase. 4. 6. Kailash Colony 5. and a factor analysis was run on the same. to get as accurate results as possible. Big bazaar and the like. I got an insight into the considerations that lead consumers into choosing one brand over another. South Delhi – INA Market. kids who buy it as impulsive purchase. Most selling brand Most selling variant Best selling size Sales team performance While seeking answers to these questions. 3.4. That helped as some retailers gave me more information than I demanded. 7. 3. Price Promotion Size Flavours Target group Convincing power of the shopkeeper Shelf life Health Page | 10 . Spar. Saket. Some questionnaires were filled in hard copy too. But simply observing them was not enough to get an all-round idea of customer preference. The responses were then transferred to a software called SPSS. 2. Following attributes were covered – 1. The questionnaire was designed on the following attributes1. 2. 8. An online questionnaire was posted and responses were automatically recorded. Malviya Nagar. The attributes that were covered in the questionnaire emerged from the interaction with retailers and consumers in the first phase.housewives who buy namkeens for the entire family. 5. Shankar Market. Darya Ganj Effort was made to keep a right blend of modern trade stores and general trade stores in the study. When I went to big retails stores like Reliance Select. 4. This was the idea that led me to move to the second phase of the project. Apart from this. Interaction with them helped me get a good hold of the Snacks market. I included consumers too in this study. working people who consume it while working late night and people who team up their drinks with snacks. New Friends Colony Market. I made sure that I allow the respondents to have a free flowing conversation with me.

Purchase 10. Packaging On the basis of the final interpretations and outcome of this project. Amira Foods India Ltd.9. will be able to      Analyze which is the best selling brand Analyze which is the best selling size How often should the company’s sales team visit the retail outlets What factors affect consumer purchase the most Which variant should they launch next Page | 11 . Availability 11.

As such they are willing to pay that extra price if the need be because they are completely satisfied with the performance of the brand.Unlike other snacks that taste too spicy and and leave oil in the hand. Following analysis has been done with respect to Amira snacks- Who are you .salience. based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name. Keller’s model shows the different levels of relationship that consumers share with a brand. Also the snacks are cholesterol free. Every brand unquestionably strives to reach the ‘equity’ stage. What about you and me .Keller’s Model of brand equity Brand equity is a phrase used in the marketing industry to try to describe the value of having a well-known brand name. Amira has taken special care to ensure that their snacks don’t taste too spicy. as consumers believe that a product with a well-known name is better than products with less well known names.Amira’s a manufacturer supplier and exporter of Rice. performance & imagery and judgements & feelings. Bikaneri bhujia. At this stage customers have formed an emotional relation with the brand.A new entrant in the snacks food business.This is the stage that every brand wants to reach. It recently diversified its product portfolio by foraying into the snacks segment What are you . Aloo bhujia. Offers 4 variants namely. To reach this stage.Zabardast Slims. Page | 12 . every brand will have to establish itself strongly at the bottom three stages of. Navratna mix. These snacks are available at a price of Rs 39 in 150 grams attractive packages. What about you .

OBJECTIVE The aim of the project is to fulfil the following objectives         To find out which is the best selling brand and its unique selling point To find out which are the best selling variants To find out what is it that customers keep in mind while buying a pack of namkeens To find out what way can Amira’s snacks have an edge over other players To find out which is the best selling size To find out the presence of regional brands To find out how often should the sales team of a company visit a retail store To find out whether customers are price sensitive or not? This is essential because this will help The company take a decision regarding its pricing. Page | 13 . At present the snacks are priced at Rs 39 which is deemed high by the company itself.

Data collection from Primary sources Disguised structured questionnaire will be used to sought data from the retailers and customers in the first phase. In the second phase structured questionnaires will be used to gather information from the end consumer. Sample size For phase one. For phase two. Only retailers based in Delhi have been considered for the study Information needed The data that I need for this project will be collected through primary sources. a sample size of 100 retailers is taken. Page | 14 . Population For phase one. the population consists of retailers all over Delhi. Instrument for collecting data The instrument used to collecting data is questionnaire. public at large has been included to conduct the survey. a sample size of 120 respondents is taken.METHODOLOGY Type of research design Exploratory research design will be followed to find out all the information related to snacks. Statistical tool used SPSS Analysis Factor analysis along with pie-charts and column graphs. For the second phase.

SCOPE AND LIMITATIONS The study has been accomplished under the following limitations  The research is completely driven by the responses of retailers and consumers. Incomplete information by them may have skewed the analysis a fair bit. Only a certain number of retail stores could have been covered owing to the time constraint of 3 months.    Page | 15 . some indulge din giving blanket answers. This study is limited only to Delhi. competitive analysis have been derived by visiting retail outlets in Delhi alone. In that situation I may have asked leading questions and that could have affected the analysis. Lack of secondary data regarding the competing brands might have given a not so satisfactory picture of certain brands. While most retailers co-operated in answering the questions. All findings.

ECONOMY INDUSTRY ANALYSIS Page | 16 .

North Delhi. Page | 17 . If a customer buys a pack for individual consumption. Namkeen 1 as an ethnic food category is fast growing in India and the global world. Namkeens are seen as hunger quencher. meaning salt. Savory snacks have been part of Indian food habits for years now. Customer has a choice to make between branded and non-branded snacks. Also. potato based snacks constitute a sizeable segment of the snacks industry. they come in different sizes too. The branded market constitutes 40% of the market share whereas non-branded market (regional players) constitutes the remaining 60%. According to an APEDA survey. The snacks industry has been growing at 10% for the last three years. The snacks market is divided between branded and non.branded players. Not only are these snacks available in myraid flavours.a whooping 85%. 1 Namkeen is a Hindi word used to describe the savory flavor. Consumers associate snacks with ‘time -pass’. a size of 400 gm or 1 kg is likely to be bought. They are almost a must have item on the snack platter on family occasions. The Indian market is replete with a plethora of snacks players. The branded sector is growing at 25% annually. take-away items which are consumed fast without being stored much.Introduction to the snacks industry Snacks are a part of consumer convenience or packaged food segment. There is no particular time for snacks. It is derived from the word namak. When a customer buys a pack of snacks for its family. Of the wide range of snacks available. India is one of the largest snacks market in Asia Pacific and contributes 3% of the total market. to suit the needs of different customers. in Delhi itself certain local brands will be found only in East Delhi whereas some others will be found in say. In this project. the Indian snacks market offers 1000 snack items and 300 types of savouries. The consumer today has a wide array of snacks to choose from. Non-branded snacks are mostly regional. Snacks are described as the small quantity of food that is eaten between proper meals. namkeens and snacks will be used interchangeably. branded snacks are available at 25% higher price than non-branded ones. he/she is more likely to buy a size of 22gm/ 48gm/ 200gm. consumers generally have it at tea-time.

the disposable income of the Indians is increasing too. The demand for snacks is growing due to other reasons as well like. snacking at home while watching TV. leading to a growth in this sector.Growth in the snacks industry India has a relatively young population with 55% of its population in the age group of 20-59 years. There is also a stark change in lifestyle. This group is also high in consumption. Increase in the number of working women and nuclear double income families is leading to more demand for processesed. therefore this trend will provide a boost to the snacks industry. providing market research and business intelligence reports and data to industry Page | 18 . and is expected to further double in the next 5 years. According to Euromonitor2 money spent by Indians on outside home meals has more than doubled in the past decade to about $5 billion a year. Along with this. Following is an extract from Mckinsey Global Institute which throws light on the changing income trends:- 2 Euromonitor is a marketing intelligence firm. the growing multiplex culture. and pubs & bars (where they are served for free). and is expected to grow even further in the years to come. ready-to-eat and ready-to-cook food.

smaller SKUs & mixtures Housewives Larger SKUs for storage and guests. Brand focus nil.Buying behaviour TARGET CUSTOMER Males Females Working women Easy snacks with cocktails. for the purpose of time-pass Page | 19 .

Rajasthan in 1937. 100 gm for Rs 32 A-one. Aloo bhujia. What began as a small-town enterprise in India is today a global phenomenon. By 1982 Haldiram’s had set up a shop in Delhi and the capital had begun to stop by and take note of the savouries and sweets. As such the shopkeeper may play a role in pushing the brand which brings him/her more benefit. hygiene and innovation. Haldiram’s product portfolio consists of namkeens. Haldiram’s started as a small shop in Bikaner. 48 gm for Rs 10 Non-brand Grace. papads and chips. bhujia. 150 gm for Rs 30 Em-dee’s. Following is the distribution system of Haldiram’s Company’s manufacturing unit Carrying and forward agents Distributor Retailer Consumer Page | 20 . till Haldiram’s came to stand for a food company that was synonymous with taste. 150 gm for Rs 25 Dhirjee. which holds a 60% market share. 120 gm for Rs 22 Shyam. cookies. Perhaps the reason behind this market share is that these snacks are available at a price cheaper than their branded counterparts. Bikano. USA was the first market they started exporting to. Garden are some other brands that constitute the branded market. sherbets. Also the margin on local brands is higher than that on branded items. khatta meetha are the best selling. Following comparison will validate the same- Item Boondi Mixture Aloo bhujia Navratna mix Brand Best bakers. 150 gm for Rs 42 Haldiram’s. 190 gm for Rs 41 Garden. It was word of mouth that grew the business manifold over the next decade.Competitive analysis The Snacks market is dominated by the non-branded sector. Em-dees. 70 gm for Rs 11 Among the branded players. Lehar. navratna mix. Kaleva. Out of the 27 namkeens. Haldiram’s is the market leader. sweets.

great quality. if it is not considered worth the money. Whether a person has namkeens or not. association with Indian roots.Taste¸ hygiene.Unless the buyer is aware of the product. Awareness. Connaught Place among others. he/she is definitely aware that Haldiram’s is a brand that sells namkeens of good quality. The simple first step for any company to do is to position the brand in the mind of the target audience. In the absence of any of the 3 As. the sales of the product is most likely to get affected. he/she will not help boost the sales of that product.Value Proposition    Functional benefits. Haldiram’s with its promotions via hoardings ensures that the target audience is aware of the brand. What makes Haldiram’s the market leader There are 3 As which bolster the sales of any product. thereby making it a force to reckon with. that is because the brand is widely accepted as being affordable. In case of Haldiram’s all the three conditions are sufficiently met.Makes tasty and hygienic ready-to-eat food. The restaurants are located at places that expect a lot of crowd like. Page | 21 . No matter how good the quality is of a product. attractive packaging. It seldom comes out with promotional schemes like ‘buy 1 get 1 free’ or a certain amount of free quantity. extensive product range. its sales get affected. The result of the promotion is such that Haldiram’s is almost synonymous with namkeens in the whole of North India.Haldiram’s follows competitive pricing. Rs 5 and Rs 10 packs which offer 22 grams and 48 grams respectively are available at most pan kiosks. 3. Emotional benefits.Smart buyer. Apart from the retail outlets. Credibility.Saket. Affordability. With about 1035 distributors and presence in almost all general stores and all modern trade stores. With the smallest offering priced at Rs 5. it has restaurants at 18 locations in Delhi and the NCR. IGI Airport. Availability.Haldiram’s enjoys easy availability. 1. 2. Haldiram’s scores highly on the availability criteria. Haldiram’s is a brand that most people consider value for money.

5 203. 10 83. 42. 10 173. 5. 75. 10 183.Product offerings 3 (namkeens) Item Aloo bhujia Bhujia Khatta meetha Navratna Moong dal Punjabi Tadka Panchratna Mint lacha Kaju mixture Cornflakes mixture Nut cracker All in 1 Teekha sev Gujarati mix Chilli pataka Boondi Kashmiri mix Kabuli chana Chana cracker Chana jor Long sev Dal biji Nimbu masala Shahi mix Bombay mix Hara chiwda Chana dal Heeng jeera Chilli chatak Karodpati Karanchy mix Size/s 200gm/ 400gm/ 22gm/ 48gm 1kg/ 400gm/ 22gm/ 48gm 1kg/ 400gm 1kg/ 400gm/ 200gm/ 48gm/ 22gm 1 kg/ 400gm/ 200gm/ 20gm/ 43gm 200gm/ 22gm 400gm/ 200 gm 80gm 400gm/ 200gm 400gm 400gm/ 48gm 400gm/ 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm/ 400gm 200gm 200gm 200gm 200gm 200gm/ 48gm 200gm 80gm 200gm 200gm Price (in Rs) 38. 5. 75. 10 40. 67 20 115. 36. 83. 58 105 73. only those items have been put in that are available in retail outlets in Delhi. As such. 71. 42 36 36 38 36 53 37 36 36 36 36. 71 38 77 36 39 36. 71 173. Page | 22 . 10. 10 37 20 38 36 3 Table has been filled based on the analysis done prior to phase 1 of the project. 5 133. 5.

Due to the western influx. Does not run any promotional scheme. Haldiram’s may not be able to cash on the change in tastes owing to its image of a traditional Indian food maker. Page | 23 . ‘Murukkus’ for south Indian customers. Customizes its products. Strong distribution network. Available in most stores including modern trade and general trade Has restaurants of its own. creating a great brand image. Offers a wide variety of namkeens. THREAT Threat from non-branded sector Threat from other branded players. Excellent brand awareness High quality standards. Excellent packaging stressing hygiene Uses hoardings and signage for promotion. due to which customers sometimes prefer other brands.50 C&F agents and 1035 distributors.SWOT analysis of Haldiram’s STRENGTH            First mover advantage Original namkeens makers hailing from the city of Bikaner. Opening of global markets      WEAKNESS Offers low margins to retailers as compared to other brands. OPPORTUNITY   Rising income levels and changing consumption patterns.

namkeens and other traditional eatables. Ltd. America and Europe. Bikano’s packaged products have always been a big hit with customers both in India and 4 The data has been compiled by visiting retail outlets all over Delhi. Taj group among others. Chinese cuisine and Fast food along with a vast variety of traditional Indian sweets and snacks. namkeens. sharbats(syrups). Page | 24 . It is located in the Delhi and stocks over 1000 sweets. is an ISO 9001:2000. manufactured to the world standards of hygiene and quality. The company is keen on expanding its exports to the Middle East. Maurya Sheraton.Ashoka hotel. Bikanervala Foods Pvt. Today. Continental. 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. It has a wide distribution network in the domestic market and caters to five star deluxe hotels like. namkeens.Kaleva is a manufacturer and exporter of traditional Indian sweets and namkeens. South Indian. serving vegetarian North Indian. Following is a table listing out the various snacks 4 offered by KalevaItem Khatta meetha Aloo bhujia Moong dal Navratna Nimbu chatka Crispy strips Bikaneri bhujia Chabeni Tasty Bhel puri Size/s 150gm 150gm 150gm 150gm 150gm 150gm 150gm 150gm 150gm 150gm Price 44 44 44 44 44 44 44 44 44 44 Bikanervala is one of India's most prominent families in the business of traditional hospitality products like Sweets and Namkeens. pickles and papad. Its product portfolio includes sweets. Bikano is Bikanervala’s international brand of packaged sweets. papad and sherbets.

The quality standards are at par with the requirements of FDA. 178 15 36. Chemical. 1 kg 200gm+50gm extra. packaging material.abroad. The 3-ply laminate packaging extends the shelf life up to a year. Bikano’s concept of constant innovation through the use of modern technology for packaging retains its original flavour for maximum time period. and Australian and New Zealand regulations. Their state of the art canning and packaging technology ensures that the products have a longer shelf life without losing their freshness. Product offering5 Item Moong dal Crunchy munchy Navratna Aloo bhujia Bikaneri Bhujia Khatta meetha Tasty Cornflakes mixture Aloo lacha Size/s 200gm. 1 kg 1Kg 1 kg 400gm 150gm Price (in Rs) 43. The Quality Assurance Department has world class testing facilities for Colorimetric. Their products are quite well known for being healthier than the oily snacks that are found outside since they are fried in machines which are programmed by Programmable Logic Controllers (PLC). Bacteriological and Physical analyses thereby ensuring quality of raw material. Bikano prides itself in successfully integrating ultra modern technology to manufacture its traditional food products in their 5 factories across India. 1 kg 52gm 200gm+50gm extra. It has always been in the forefront in adopting new technology for its products. packing material and finished goods. Chromatographic. 168 38. The demand for their products is a testament to the quality standard set by Bikanervala. Page | 25 . 168 38. 1 kg 200gm+50gm extra. 129 168 178 105 38 5 The data has been compiled by visiting retail outlets all over Delhi.

namkeens never really appealed to a lone consumer looking for a snack. you are likely to finish the whole lot but this is not the case in namkeens. Thus the ‘chota’ pack came into picture. 1 kg. Lehar was launched in 1996. Lehar was the first to get into small pack sizes of 35 gm. Also. Unlike other players in the business that seldom invest in TVC (television commercial). Lehar’s famous tagline. Page | 26 . 5 44 25 35 59. ‘Kya karein control hi nahi hota’ grabbed the attention of many. Lehar has joined the league by making available its snacks online for purchase. It promised to deliver good taste through the use of fresh oil in the manufacturing process. Unlike potato chips. The internet has revolutionised shopping experience for many people. Lehar snacks are available for purchase online. 183. And in the absence of small. easily disposable pack sizes. 73.A product of Pepsico India. The brand positioned itself by emphasizing its irresistible taste and using modern imagery. Lehar was re-launched in 2006 and positioned itself using the plank ‘Taste zyaada kyunki oil taza’. If you bought a big packet of chips. namkeens have generally been associated with the family unit. 22gm 200gm 160gm 200gm 200gm/ 400gm/ 1 kg 1 kg 1 kg 200gm Price (In Rs) 35. 129 178 178 35 6 The list has been compiled by visiting retail outlets in Delhi. Product offering6 Item Bikaneri bhujia Moong dal Nut cracker Navratna Aloo bhujia Aloo bhujia pudina twist Shahi mixture Chatpata mix Size/s 200gm. not as a snack meant for individuals.

It has been in business for the last 18 years. 7 The list has been compiled by visiting retail outlets in Delhi. The retailers stocking this brand consider it a good SKU because it has created something unique. Its plants are equipped with latest machinery facilitated by cutting edge technology. something other than regular snacks that are already available in the market. The packaging system involves use of automatic packaging machines in air conditioned plant. Page | 27 .Garden Namkeens Pvt. It has brought the taste of Bombay to Delhi. In all the processes. It has set up a huge site where 12 semi automatic machines are installed to manufacture Namkeens. hygiene and freshness of incredible standards. is based in the Indian state of Maharashtra. Em-dee’s is known for running promotional schemes like. The food products are packed through nitrogen flushing and imported weight control systems. It manufactures exports and supplies namkeens. The unique selling point of Garden snacks is that it has provided the consumers with something new. This ensures safety. Garden adheres to highest quality control measures. Its site has an automatic temperature control system fitted on all the manufacturing machines to preserve the quality and taste of the products round the year. VFD and PLC systems are involved in the preparation process. which have a high level of automation. Product offering7 Item Diet Chidva Diet Bhel Crispy murukku Yellow banana chips Cornflakes mixture Pepper banana chips Raita boondi Size/s 180gm 180gm 180gm 100gm 150gm 110gm 180gm Price (In Rs) 32 32 32 32 30 32 32 Em-dee’s is the snack food range of Chandpur Enterprises Ltd. ‘Buy 1 get 1 free’. According to some retailers this brand’s unique selling point is that customers generally get lured into buying Emdee’s because of the promotional schemes it runs. Ltd. eliminating the possibility of human contact.

Product offering8 Item Navratna Khatta meetha Navratna Bhujia Moong dal Aloo bhujia Nimbu sev Chidwa Size/s 150gm 150gm 150gm 150gm 110gm 150gm 150gm 150gm Price (In Rs. They export to USA. UK. Middle East and parts of Africa. The company manufactures sweets. completely untouched by human hand.) 40 40 40 40 40 40 40 40 40 8 The list has been compiled by visiting retail outlets in Delhi. It is based in Bikanner. Rajasthan. Page | 28 . Product offering Item All in one ‘Kuch Kuch’ Bhujia Moong dal ‘Goldy’ Navratan ‘Sab kuch’ Khatta meetha ‘tana-bana’ Cornflakes mixture ‘zordar’ Cornflakes with dry fruits ‘mastkeen’ Chana jor garam Tasty ‘Gup Shup’ Size/s 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm 200gm Price (in Rs. thereby becoming the first company to receive such an award in the category of food products. namkeens and papad. All bikaji snacks are made on fully automated machines.) 42 42 42 42 42 42 42 42 Bikaji foods International Ltd. Bikaji snacks are well known throughout India. was established in 1987. The company was rewarded with the National award for Industrial Excellence in the year 1991-92.

The intention was clear. cold beverages. This was evident with the placement of these snacks. Price sensitive consumers get lured by such schemes. Page | 29 . Store brands A store brand (or private brand) is a brand created and owned by a reseller of a product or serve. The snacks are available at a competitive price of Rs 34 for a quantity of 200gms. floor and glass cleaners at very reasonable. jams. they wanted their brand to catch the eye of customers. including flours. the stores get more margins on these products. dry fruits. Great Value private label offers wholesome choice and value to customers through its range of products. Reliance select was kept in a different basket away from the other brands of snacks. ketchups. toilet cleaners. tea. Indian snacks. competitive prices. is a franchise model between Bharti group and Walmart. spices. Reliance Fresh has an in-house brand by the name of ‘Reliance Select’. there are a handful of brands that do not enjoy too much of the market share. Also. cereals. This brand runs promotions like. It has launched a brand of snacks under the private label of ‘Great Value’. yet they have been in the market for some time now.Apart from these brands which are available at most stores. Easy day.‘Rs 7 off’ thereby selling a 150gm packet at Rs 23. As such the shopkeepers are likely to push these brands to the customer.

Bikano. No uniform standard for packaging is followed as is the case in USA or developed countires. High inventory carrying cost. Even though the shelf life of namkeens is generally said to be 6 months.   OPPORTUNITY   Rising income levels and changing consumption patterns Changing demographics. most of them show signs of stagnation before the end of 6 months. THREAT    Competition between branded and local (regional) players.   Page | 30 .SWOT Analysis STRENGTH      Established brand names. Younger people are more receptive to trying new snacks. likeHaldiram’s has 1035 distributors all over India. Inefficient supply chain due to large number of intermediaries Packaging facilities are inefficient. Extensive distribution network. Their reach can be made more extensive Opening up of gobal markets. Abundant availability of raw materials Vast domestic market It offers a plethora of choices . Preference for fresh food. Growth of retail sector augurs well for the snacks industry.  WEAKNESS Lack of adequate quality control & testing methods as per international standards.55% of India’s population is in the age group of 20-59 years. Lehar among others.1000 snack items and 300 types of savouries. likeHaldiram’s.

SUPPLIER POWER (LOW) Conditions of supply are mutually agreed upon.Porter’s First Five Model It is a framework for industry analysis and business strategy development formed by Michael E. consumers can easily switch brands. The following five forces determine the competitive intensity and therefore attractiveness of the industry. as such supplier power is low. COMPETITIVE PRESSURE (HIGH) Haldiram’s dominates more than half the market share BUYER POWER (HIGH) Due to the wide brand choice available in the market. As such. Porter. buyer power is high. This model has been applied to the Indian snacks industry- ENTRY BARRIERS (HIGH)    Capital intensive Strong distribution network Low operating margins. THREAT OF SUBSITUTES (HIGH) Presence of a plethora of non-brands Page | 31 .

COMPANY ANALYSIS Page | 32 .

Inc. branding and distribution of agro commodities to become India’s largest privately held rice company. The fourth generation scion. Such is the power of ‘Food Connect’ which enables Amira Foods to leverage its position as a leading producer and exporter of rice. It is headquartered at New Delhi. Shri Karam Chand Chanana handled the reins of the group thereafter. UAE Amira Foods (Malaysia) Sdn. The third generation headed by Anil Chanana steered the group to newer heights. Its international offices are located at the following places     Amira C Foods International DMCC. The business has evolved from trading to processing. The idea is to bond people and cultures across the world through the common language of food.About the company The Amira group was founded in 1915. A passion for food for began almost a century ago. the vision goes well beyond commodities sales. continues even today with an unflagging spirit of achievement and enterprise under the dynamic leadership of Mr Karan A Chanana.” Karan A. He enabled the company to realise its potential in the global arena and established the organisation with the prime focus on exports. UK Amira Foods. Singapore Amira G Foods Limited. while the manufacturing facility is located at Gurgaon. Chanana Page | 33 .D. Haryana. Malaysia Amira Foods Pte. Karan A Chanana is at the helm of Amira group today. Ltd. It was founded by Shri B. Chanana as a trading house. USA Vision “At Amira Foods. Bhd.

Began to import food grain from China and Southeast Asia. Enhancing strategic focus on increasing geographic penetration. Established subsidiary in Singapore. in Gurgaon.Timeline Originally founded as an agro-commodities trading business by the Chanana family. 1928 11tretn 1915 1915 Karan A Chanana continues the rapid transformation of Amira from a family-run-business to a professionally managed global company. Established subsidiary in Dubai. 1 Established India’s first fully integrated and automated Rice milling factory. Started exporting to the middle east and Russia. Established subsidiary in Malaysia. incorporating best in class Buhlor technology. today present in 24 international markets. 2009 2009 2011 2011 Page | 34 . 2007 2008 Established subsidiary in the UK. 2006 1993 Launched Amira branded strategy. Established foundation for international business through private label retail sales. India . Established fully-automated consumer packaging technology installation at Gurgaon plant. 2008 2007 Established presence in the US market by launching international marketing office.

inviting one to indulge in rice nirvana. palm oil. Its tantalizing fragrance arouses the senses. sugar. potato. A category focus on rice is well rounded through commitment to other agro-commodities and bulk commodity trading in pulses. Non basmati and speciality rice along with a wide variety of agro commodities to more than 20 countries worldwide. sesame seeds. Grains that have been matured for 18 months. Page | 35 Category Traditional Basmati 1121 Basmati Extra Long Grain Rice Pusa Basmati Long Grain Rice Brown Basmati White Pakistani Basmati Rice Thai Jasmine Long Grain Rice Sharbati . wheat flour. millets and spices.It is renowned for its pearly-white texture and delightfully long scimitar shape.Product portfolio Amira exports a wide range of Basmati. onion. Cooking benefits:  The finest grains of pure traditional basmati. Amira Pure Basmati. Its special characteristic is that is doubles in size when cooked. edible oil. maize. rapeseed. Its business is divided into two types BUSINESS BRANDED BUSINESS PRIVATE LABELLING Branded Business Brand Portfolio: Rice Brand Amira Pure Traditional Basmati Rice Amira Indigo Extra Long Grain Basmati Rice Amira Good length Basmati Rice Amira Good Health Brown Basmati Rice Amira Sameena Basmati Rice Amira Thai Jasmine Aromatic Rice Amira Long Grain Rice Amira Sharbati Aromatic Long Grain Rice A description of its different brands of Rice Amira top Basmati brands 1. soya bean extract. wheat.

This particular variety has extended the pride if Indian basmati to global horizons. Also. making for an ample portion size. Cooking benefits   It is a whole grain cereal that is naturally low in fat. which keeps one full and satisfied for longer periods. Amira Khichdi Rice. without sticking to each other. Cooking benefits   A basmati variety that has been specially developed to offer superlative cooking properties. 4. It has higher fibre content than white rice.It has an aroma that is sweet and appetizing. its long and slender grains turn dazzling white and fluffy.   Doubles in size when cooked. It has a mild nutty flavour which is rich in vitamin B.This rice is rich in proteins and carbohydrates. with tantalising aroma. The cooked rice has a very pleasing texture as the grains stand distinct and stay separate. Cooking benefits    When cooked. Upon cooking. Rich in taste. 2.It is the perfect choice for those looking for nutritional benefits. The grain absorbs more water.5 times longer than pure basmati. fluffy in texture and is matured for a period of 18 months. Amira Good Health Brown Basmati. the long and healthy grains turn pure white and fluffy in appearance. The long slender grains stay separate. It has a grain length that is almost 2. It can also be used as infant and toddler food. A strong and firm grain that’s ideal for home-made biryanis and pilafs. and the grain is rich in nutrients including vitamins and minerals. The grain is firm. or lightly garnished rice dish. The grain results in a perfect shape even when prepared in strong stream (Dum pukht). It is ideally recommended for rich traditional Hyderabad biryanis and contemporary pilafs. There is uniformity in every grain. Amira Good Length Basmati Rice. 3. Clinical studies indicate that people who regularly consume whole grains weigh less than those who eat less of such fibre-rich foods. without compromising on great taste.This rice is known for its extraordinary length and slender shape. Amira Indigo Basmati Rice. an appearance that is sleek and slender. 5. Just one cup of Amira Brown Basmati provides up to 88% of the daily requirement for manganese. It is also very light. This is special purpose rice used for particular meals like rice pudding. It’s the perfect combination of fragrance and flavour. Page | 36 . Ideally recommended for white rice preparations.

Amira Sharbati Aromatic Long Grain Rice. It is hygienically packed to the highest quality standards to ensure its goodness is retained. 5. Subtle flavour.This Basmati offers unmatched quality and superlative length. The sticky characteristic of this rice delivers a distinct culinary advantage to the diverse Indian and global cuisines.This rice serves up a great value meal. Sameena Basmati Rice. it is smooth in texture and fine in taste.Like Amira Khichdi rice this too is special purpose rice formulated for particular meals like rice puddings. 2.Finest quality Sella Basmati is expertly milled and packed to retain its goodness. Amira Long Grain Rice. Guru extra long grain basmati is popular for steamed cooking and Biryani cooking. Cooking benefits   Everyday cooking rice. Sativa Basmati Rice. Guru Extra Long Grain Basmati. This rice makes an excellent accompaniment to all the favourites cuisines. It is known for its flavour and texture. It can also be used as infant and toddler food. 2. it also blends very well with continental rice cuisines. Amira Daily Fresh Basmati Rice.This rice is carefully sifted to ensure there are no stones and no husks. It is a good alternative to non-basmati varieties. This extra long grain Rice has great elongation on cooking. With its pearly finish and separate grains it makes for a soft delicious mouth-watering meal. 3. Amira Kheer Rice. 4.Amira long grain is the all-purpose rice that is appreciated for its perfect texture and taste.6. Pashmina Sella Basmati Rice. Recommended for Chinese dishes including veg fried rice. Amira’s non basmati range1. It is conventional in taste with great sensory delight.It is popularly known as Guru ka Guru Basmati. It extends culinary advantages to cuisines where aromatic rice is not required.This variety is ideal for both everyday family meals as well as exotic dishes. It is a perfect example of king size Basmati. Page | 37 . Amira’s value for money Basmati range1.

From the origins of rice farms of Thailand. 2 Kg. Key markets for palm products include the African and Gulf regions. 3 Kg and 5 Kg pet jars 10 Kg HDPE bags.This particular variety is a culinary mosaic of rich aroma and fine taste. this rice grain is truly a wonder grain. A wide variety of commercial and industrial packaging formats are available. It has a chewy texture. Conventional jute and polypropylene bags. Stringent quality standards are maintained at each stage of operation. 20 Kg and 25 Kg DuPont bags. processing and trade of palm oil products. Brand portfolio: Oils The company has a rich repertoire of expertise in the procurement. These products cater to the specific needs of the global food processing industry. Subtle flavour Moderate aroma Slightly sticky in nature Recommended for sticky rice preparations including sushi. 3. Packaging formats     Available in 1 Kg. Prime quality palm products are marketed by Amira Foods (Malaysia) Sdn. Indian deserts and puddings. Page | 38 . It is reed thin and richly nutty. This variety is recommended for Chinese fried rice. 4. this rice fluffs up and retains the fullness of wonderful fragrant aroma. 2 Kg and 5 Kg laminated poly pouches 1 Kg. It is popularly used for Asian cuisines.This variety is considered the pride of Southern culinary palette of India.Cooking benefits     Everyday cooking rice. 5 Kg. Bhd. 10 Kg. When cooked. Amira Thai Jasmine. Amira Sona Masoori.

Vegetable based shortening are widely used for making breads. It caters to private label segment in over 40 countries. Top markets include Indonesia. pastries. cakes. 1R-36. creams and sweets. Wide range and quality of Vegetable Ghee are available based on customer requirements. It is made from pure Palm Oil and its product.Amira palmoelin edible oil Oil Pure Vegetable cooking oil Brief note 100% vegetable oil. cookies and pastries. It is used widely for cooking ingredients. IR-64. Vegetable based Margarine is suitable for making cakes. This sector has shown a consistent growth of 20% per annum. Page | 39 . Following is a brief description of its products1. Rice Commodity Sella Basmati Rice Varieties Indian traditional. breads. Offerings Biryanis and contemporary pilafs. PR-106. Panth-4. PR-11. Sharbati. Panth-4. vitamins A & D and cholesterol free made from finest quality of redefined. IR-64. Speciality Creamy and golden form Packaging Consumer and Bulk packs. Southern delight and signature rice dishes Long Grain and Medium Grain Rice Raw and parboiled form Attractive 50 Kg PP bags Average Grain Length Raw and parboiled form Attractive 50 Kg PP bags 9 Private label products are those that are manufactured by one company for offer under another company’s brand. bleached and deodorised Palm Olein. Kuwait and Bangladesh. Vegetable Ghee Shortening Margarine Private Labelling The second kind of business that Amira Foods India limited carries out is in form of private labelling9. PR-106. Pusa and 1121 Sella Basmati. 1R-36. Business is conducted through subsidiaries that are located through 4 continents. Sona Masoori and 1001 Sharbati. PR-11. creams. It is made from pure and finest quality of Palm Oil. rich in antioxidants.

10. Packaging Netlon bags of 7. 3.5 % max 12 % max Castor weeds. Indonesia. Malaysia. decay and pest infestations.30 units max 1. Husk. decay and pest infestations. diseases. sprouts. 10. Vietnam and China 50 Kg PP bags 5. Malaysia. Bangladesh. 20 and 25 Kg capacities. Pakistan. Kuwait. 20 and 25 Kg capacities. Lumps Packaging Countries 50 Kg Pp bags Bangladesh. Soyabean milk extraction Specifications Protein Moisture Sand & silica Fibre Urease activity Oils Percentage 48 % max 11 % min 2 % max 6 % max . Potatoes Product Potatoes Remarks Free from moulds. Indonesia and China Page | 40 . Onions Product Red Onions Remarks Free from moulds. Moulds. Bangladesh and Middle East. sprouts. 4. Seychelles. Bangladesh and Middle East. Mauritius. Countries Indonesia. diseases.50 max Packaging Countries Pakistan. Seychelles. Rapeseed meal Specifications Oil & Albuminoids combined Moisture Sand & silica Fibre Free from Percentage 38 % max 10 % min 2.Sona Masoori and 1001 2. Countries Indonesia. Weevils. Mauritius. Pakistan. Packaging Netlon bags of 7.

immature.S-2. Fine to medium (800-1200 micron) 1 mg/ kg max 2 mg/ kg max In 50 Kg PP bags Countries Bangladesh. S-1 Sugar 99.10. Africa and Sri lanka Granulation AS CU PB 8.00 % max 30 Ppb max 3.3.00 % max 4. Palm oil Products RDB Palm olein RDB Palm oil RDB Palm stearin PFAD vegetable ghee Margarine Percentage 99 % min 1 % max Packaging 50 Kg PP bags Packaging 1. Maize Specifications Moisture Damage.80 % min 0.00 % 1.00 % max 5.6.15.25 Jerry can/ bulk Page | 41 . discolour Max weevilled Foreign matter Other colour grain Admixture Afloxotin Broken Percentage 14.04 % max Below 100 (basis method 10) solubility 100% dry and free flowing.00 % max Packaging Countries 50 Kg PP bags Pakistan and Bangladesh 7. Indian white crystal sugar Specifications Grade Polarisation Moisture ASH Icumza Percentage S30.00 % max 1. Millets Specifications Purity Admixture 9.20.5.00 % max 1.04 % max 0. Yemen.

Page | 42 . 39.Shorening Cocoa butter substitute Ice cream dough Creaming Coating & other specialty fats New product development Amira is shortly going to launch the following Amira Pure Desi Ghee (Milk fat)  Indian snacks in 4 variantsNavratna Mix Zabardast Slims Aloo Bhujia Bikaneri Bhujia These snacks will be available in 150 gram packs at rate of Rs.

the Global Super Power Edition chosen by the Indian consumer.  Quality certifications Quality is the touchstone that forms the reputation of the Amira brand. Amira was bestowed with the following awards      The APEDA certificate of merit for outstanding contribution to Rice exports (1995-96) APEDA export award (1998-99) The Federation of Indian export organisation (FIE0) has given the ‘FIEO AWARD’ for the years 1997-98 and 1998-99. Their facilities conform to world-class standards. INC magazine. Regular audits by accredited organisations ensure that they only deliver the best to the customers    ISO 9001:2000 Safe quality food certificate (which includes HACCP) BRC (British Retail Consortium) certified US FDA approved plant and facilities.certificate of excellence for exemplary growth and sustainable success in the year 2010. Canara Bank presented the ‘The best exporters award’ (1994 -95 & 1995-96) ‘Rashtriya Udyog Ratan’ by the India International council for Industries and trade Amira Foods has set up yet another benchmark in the industry with brand Amira being honoured with the prestigious title The Indian Power Brands. Page | 43 .Awards and Recognitions Over the years Amira has earned recognition not just as an industry leader but also for its contribution to the country’s growth and economic stability.

Aurangabad Hotel Mayfair. or behaviours.Bhubaneswar Lotus family.Chennai Taj group In pipeline Jaypee group Page | 44 .Delhi Lemon Tree. RICE BUSINESS GENERAL TRADE/ETHINIC STREAM Traditional shops Wholesalers Mom & Pops store MODERN TRADE/MULTIPLES HORECA/ FOOD SERVICE Hotels Restaurants Caterers Institutions National chains Regional chains Standalone stores Horeca presence (in India)           Pride group of Hotel Radisson.Gurgaon Barbeque Nation.Market segmentation Market segmentation is defined as dividing the market into distinct group of buyers who have different needs. characteristics.Guntur Hotel welcome. and who might require separate products or marketing programs.Pune DLF city club.Delhi Season’s catering.

Sprouts.Presence in retail (INDIA) Key International partners Country Angola Mauritius Store Alimenta cash and carry. Kaddy plus Fatima stores. Shoprite. Lulu. Greenway supermarket Winner’s. King savers. Spinneys. Jumbo. K. world market. Restaurant depot.M Trading. Geant east. Costco. Al Manama. GSR. Spar. Al wafa. Super. Jetro. UAE USA Page | 45 . smart & final. J. Mart. world mart. Lamcy plaza.

USA Good food and wine show. London Gulf food. Brussels Winter fancy food show. Following is a list of events conducted by Amira                         Hotelympia 2012 Gulf food 2012 Food forum 2012 Aahar 2012 IFE. Nov 2010 Page | 46 .Singapore 2010 Oman Fair 2010 Gulfood Dubai 2010 Aahar Fair Delhi 2010 Poland Fair 2009 Oman fair 2009 Indo Africa meet 2009 Ethiopia fair 2009 Germany fair 2009 Aahar fair 2009 Consumer promotion Following events were meant for public at large    Amira & IFB promotion Dec ’10 and Jan ‘11 Rampuri Food festival at DLF City club. Durban 2010 LE Mauritius Turf club SIAL Paris Walmart buyer seller meet 2010 Saudi Agro meet 2010 Yemen fair 2010 Sial china 2010 FHA. Kota. Gurgaon Amira at IITF. Delhi 2010 Amira wet sampling at Bharti Walmart.Promotional events The company runs a plethora of events to build a brand recall. Duba Ethnic foods.

Aug 2010 More Hyper store launch. Hyderabad. 2010 Advertisement ADVERTISEMENT TVC RADIO PRINT ADVERTISEMENT Delhi Times QTR adv 2011 ad Agri business Ad July My world Amira recipe Page | 47 .  Best price.

PROJECT SPECIFIC ANALYSIS Page | 48 .

whereas 40% keep only branded snacks.The survey conducted in the West Delhi region shows that 60% stores keep both branded and non-branded snacks.The results indicate that Haldiram’s is the most sold brand followed by Bikano. Most Sold Brand Haldiram's 10% Bikano 5% 5% Narula (NB) A-one (NB) 80% Page | 49 . Sample area: West Delhi Sample size: 20 Type of data: Primary Type of research: Qualitative and quantitative a) Stock that various retailers keep.Market analysis (Phase 1) I. Stock Branded Branded & Non-branded 40% 60% b) Most sold brand.

c) Most sold size. Most of the distributors visit on a weekly basis followed by bimonthly visits. Sales team from these companies visit seldom.The results indicate that 200 gram packs sell most followed by 48 gram and 22 gram. Sales Team Visit Weekly Bimonthly 5% Twice in a month Monthly Twice in a week 5% 10% 20% 60% Page | 50 . Most Sold Size 200gm 48 gm 22gm 150gm 15% 15% 10% 60% d) Sales team visit.Most of the retailers get regular visits by the distributors.

Lead time 1 day 2 days 4-5 days 5% 10% 85% Page | 51 . Most Sold Variant Bhujia Punjabi Tadka 5% 5% Peanuts Khatta Meetha 5% Navratna 15% 70% f) Lead time.The results of the survey indicate that Bhujia (both Bikaneri and Aloo) are the favourites. followed by peanuts.Lead time taken to replenish the stock is generally observed to be 1 day.e) Most sold variant of snacks. Usually the retailers arrange the required stock from the wholesaler.

There are a few brands that come up with schemes every now and then and get more sales due to the attractiveness of the offer.A common complain that retailers have with Haldiram’s is that it doesn’t offer good margins. The results of the survey conducted show that Emdees has the most attractive promotional schemes followed by Lehar.g) Best promotional schemes. Best Margin Narula A-one Lehar Haldiram's 20% 50% 20% 10% Page | 52 .Haldiram’s being the market leader does not run promotional schemes. The results show that Narula. Best Promotional Schemes Em-dees Lehar Godavari Reliance Select Bikano 15% 10% 5% 20% 50% h) Best margin. a non brand offers the best margin followed by Haldiram’s and Lehar.

East Delhi Sample size.II. Sample area.Primary Type of research.70% of the stores keep both branded & non branded snacks.Most sold brand remains to be Haldiram’s while the second best is a local brand called Nanaji.Qualitative and Quantitative a) Stock.20 Type of data. Stock Branded and non-branded Branded 30% 70% b) Most sold brand. Most Sold Brand Haldiram's Nanaji 5% 5% 15% 50% 25% Bikano Garden Kaleva Page | 53 . whereas only 30% stores keep branded snacks.

It could be attributed to the Rs 5 pricing of the 22 gram pack that it is sold second best. Most Sold Size 200 gm 22 gm 250 gm 1 kg 150 gm 10% 15% 5% 45% 25% d) Sales team visit.The most sold size is 200 gram pack followed by 22 gram pack.c) Most sold size. followed by monthly and biweekly visits.Most stores get visited by the sales team on weekly basis. Sales Team Visit Bimonthly Biweekly Weekly Monthly Yearly 10% 20% 15% 20% 35% Page | 54 .

This is followed by a time span of 2-4 days. Most Sold Variant Navrata mix Bhujia Moong Dal Boondi Peanuts 30% 10% 50% 5% 5% f) Lead time.e) Most sold variant.The most sold variant remains to be Bhujia followed by nut cracker.Most retailers say that the stock gets replenished in a span of 1 day. Lead Time 1 week 1 day 3 days 2-4 days 25% 10% 40% 25% Page | 55 .

Lehar’s offer of 1 kg pack @ 129 made it most attractive. followed by Em-dees offer of ‘buy one get one free’.g) Best promotional schemes. Best Promotional Schemes Lehar Em-dees 5% 5% Bikano Kaleva 25% 65% h) Best margin. a local brand. Best Margin Bikano Nanaji Lehar Em-dee's 15% 5% 20% 60% Page | 56 .The best margin is offered by Nanaji. This is followed by Bikano.

Most Sold Brand Haldiram's Diet food 10% 20% 30% 5% 35% Garden Lehar Em-dees Page | 57 .The most sold brand remains to be Haldiram’s.20 Type of data. Stock Branded Branded and non-branded 20% 80% b) Most sold brand.Primary Type of research. for the health conscious people. Sample area.Quantitative and qualitative a) Stock. The next best is diet foods.South Delhi Sample size.III.80% of the stores keep both branded & non-branded snacks while only 20% stores keep just branded snacks.

400 grams is the second in line.c) Most sold size. here too the results indicate that most stores get weekly visits. Most Sold Size 200gm 5% 25% 70% 400gm 48 gm d) Sales team visit. This is followed by monthly visits.The results indicate that the best selling size is 200 grams because of its convenience. Sales Team Visit Weekly Monthly 5% 10% 15% 60% Two times a week Quarterly Bimonthly 10% Page | 58 .As is the case with other regions.

diet murmura are sold the most. Lead Time 1 day 2-3 days 1 week 20% 5% 75% Page | 59 . Most of them also said that they place the order with the distributor who usually comes to pay a weekly visit. This is followed by a 2-3 day lead time.The results indicate that diet products like.diet chidwa. It could be attributed to the rise in the number of health conscious people. The second most sold variant is Boondi. this particular variant has seasonal demand and is most wanted in Summers.Most retailers said that they keep enough stock in order to avoid stock-out situation. Most Sold Variant Diet products Boondi Moong Dal Bhujia Khatta meetha 5% 10% 10% Navratna 40% 15% 20% f) Lead time.e) Most sold variant.

Lehar’s offer of ‘2 packs @ 59 instead of 74’ and ‘1 kg pack @ 129’ is found attractive hence it is considered to be the brand that runs the best promotional schemes.Bikaji is offering a margin of 30%. Local players like healthy foods offer higher margins. Best Promotional Schemes Lehar Godavari Kaleva Bikano 10% 5% 20% 65% g) Best margin. Best Margin Bikaji Lehar Healthy foods Haldiram's Diet foods 10% 15% 30% 20% 25% Page | 60 .g) Best promotional schemes. Next best is Godavari which has offered a sachet of Cremica ketchup inside the pack to go with its potato shell snacks. Margins as high as 50% can be availed on local namkeens.

Central Delhi Sample size. However retailers say that Bikano is good competition to Haldiram’s as is reflected in the results too.Primary Type of research.IV. Stock Branded Branded and non-branded 15% 85% b) Most sold brand.Quantitative and qualitative a) Stock. Most Sold Brand Haldiram's Bikano Shyam's Lehar 5% 5% Em-dee's 5% 5% Kaleva 25% 55% Page | 61 . 15% of the stores keep only branded snacks.Haldiram’s dominates the market here as well. Sample area.85% of the stores keep both branded as well as non-branded snacks.20 Type of data.

Most Sold Size 48 gm 22 gm 200 gm 1 kg 10% 20% 55% 15% d) Sales team visit. Sales Team Visit Weekly Monthly Twice in a week 15% 20% 65% Page | 62 . This is followed by monthly visits.c) Most sold size. this size seems to be doing well.The results indicate that mostly the distributors from the company pay weekly visits.Most sold size is observed to be 48 gram pack which is priced at Rs 10. Because of the presence of small shops in market areas like CP. Next best is 200 gm.

The results indicate that the most sold variant is Bhujia and this is followed by peanuts. Most Sold Variant Bhujia Peanut 5% 5% 15% 55% 20% Moong Dal Boondi Khatta meetha f) Lead time.e) Most sold variant. While the remaining 25% say that it takes about 2-3 days to replenish the stock. Most said that they keep a week’s stock extra. The results indicate that 75% of the retailers say that it takes only a day to replenish the stock. Lead Time 1 day 2-3 days 25% 75% Page | 63 .Most of the retailers said that the sales team visit is combined with replenishing the stock.

This is followed by Em-dee’s offer of ‘buy one get one free’. Best Margin Bikano Shyam's Lehar Haldiram's 15% 15% 30% 40% Page | 64 .g) Best Promotional Schemes. Best Promotional Offers Lehar Em-dees Kaleva 15% 20% 65% h) Best margin.The best promotional schemes are offered by Lehar. The next best is offered by Bikano.The best margin is offered by a local brand called Shyam’s which sells in a 150 gm pack for Rs 25.

Primary Type of research. Most Sold Brand Wimpy's Sagar Haldiram's Bikano 5% 10% 15% 15% 5% Garden Kaleva 50% Page | 65 .North Delhi Sample size.Results show that the best selling brand is Haldirams’s.20 Type of data. Stock Branded Branded and non-branded 25% 75% b) Most sold brand.V. Garden and Bikano also share piece of the pie. Sample area.The results indicate that 75 % of the stores keep both branded and non-branded snacks while 25 % stores keep only branded snacks.Qualitative and quantitative a) Stock. Wimpy’s and Sagar are local brands.

c) Most sold size. Sales Team Visit Weekly Monthly Twice in a week Yearly 10% 15% 5% 70% Page | 66 . 400 gm pack is considered value for money by a lot of buyers. The results show that 400 gm is the preferred size followed by 200 gm.The results show that mostly the visits are made on a weekly basis followed by a monthly visits.Most retailers said that size depended upon consumption. If a family wants to eat then a 400gm/ 1kg size is seen to be appropriate. Most Sold Size 400 gm 200 gm 22gm 1 kg 48 gm 15% 15% 10% 35% 25% d) Sales team visit.

Most retailers said that it takes only about a day to replenish the stock.Most sold variant is bhujia followed by khatta meetha. 25% said that it takes about 2 days to replenish the stock. Lead Time 1 day 2 days 25% 75% Page | 67 . Most Sold Variant Bhujia Boondi Navrtana Khatta meetha 15% 10% 10% 65% f) Lead time.e) Best sold variant.

as such most retailers said that Bikano offers the best margin.Bikano’s schemes of ‘4 packs of 250 gm @ Rs129’ seems to be the most attractive followed by Lehar.g) Best promotional schemes. but Bikano is the brand that most retailers stock. Best Margin Shyam's Sagar Bikano 5% 30% Garden 5% 60% Page | 68 . Best Promotional Schemes Bikano Lehar Reliance select Em-dees 15% 15% 45% 25% h) Best margin.The highest margin is offered by Shyam’s which is a local brand .

Compiled results Sample area.Delhi Sample size.100 MOST SOLD BRAND 60 50 40 30 20 10 0 MOST SOLD VARIANT 60 50 40 30 20 10 0 Bhujia Boondi Navratna Khatta Peanut meetha Moong Diet Punjabi dal products Tadka Page | 69 .

MOST SOLD SIZE 50 45 40 35 30 25 20 15 10 5 0 200 gm 48 gm 22 gm 150 gm 250 gm 1 kg 400 gm BEST PROMOTIONAL SCHEMES 60 50 40 30 20 10 0 Bikano Lehar Reliance 'select' Em-dee's Kaleva Godavari Page | 70 .

058 Cumulative % 17.030 % of variance 17.195 6.olkin measure of sampling adequacy Bartlett’s test of sphericity Approx chi sq df sig Initial Eigen Values Eigen values show the internal consistency between various variables.Customer preference (Phase 2) Sample size.316 11.5 indicates that the sampling is adequate and that the factor analysis can be run.237 60.223 1.921 1.597 7. Kaiser.316 28.614 Page | 71 .120 Type of data. A KMO value which is greater than .000 .Qualitative Results from Factor Analysis are as followsKMO is a measure of sampling adequacy.802 1.213 47.616 39.295 343.300 10.meyer.829 7.331 1.944 1. Component 1 2 3 4 5 6 Total 2.042 54.058 136 .Primary Type of research.

581 .579 .520 .818 .509 . In our case 6 factors have emerged.811 Page | 72 .613 .481 .560 .426 .723 .797 .706 .731 .712 . Variables Price Comparative price Different Sizes Small size Schemes Buy more on discount Expiry date Availability Placement Spice Different flavours Convenient packing Attractive packing Target audience Shopkeeper’s suggestion Persuasion by shopkeeper Ingredients Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 .668 .810 .Rotated Component matrix Rotated component matrix shows how the different variables get loaded under various factors.

The more the choices to choose from. Factor 4 has been named as ‘Promotional offers’. As such. This way he/she can help to push a particular size of snacks too.Factor naming Factor 1 has been named as ‘convenience’. it makes it convenient for buyers. Spice and different flavours fall under this factor too. most Indians except Rajasthanis like their snacks to be moderately spicy. Next variable included in this factor is attractive packaging. An integral part of competition is the market segment that a particular brand offers to serve. Ingredients and expiry date link directly to health concerns. Price plays a vital role in shaping a purchase decision. makes it convenient for buyers to be loyal to a particular brand. Persuasion by shopkeeper falls under this category too. which undoubtedly adds to the ease of eating. Sometimes shopkeepers push a particular brand citing it s ‘zero cholesterol’ attribute or health aspect. Sometimes buyers buy a particular product solely on the basis of how well it has been packed. Sometimes a brand can be sold better with the help of a shopkeeper’s persuasive power. The last variable is convenient packaging. Small size and different sizes are two variables which explain why this factor has been named so. Another variable in the factor is shopkeeper suggestion. Price is the only variable under this factor. Competitive pricing provides the product an edge. target audience falls under this factor. Also. Factor 6 has been named as ‘Price’. people are willing to try it because its packaging appeals to them more than the packaging offered by competitors. the better it is to make a purchase decision. Next variable in this factor is placement. Factor 3 has been named as ‘Size’. Without knowing about the taste of the product. at the same time it induces impulsive purchase. Comparative price falls under this factor. If the snacks are placed at easy-to-locate locations in the stores. Page | 73 . Factor 5 has been named as ‘Health’. This is so because easy availability in all stores. Factor 2 has been named as ‘Competitiveness’. The last variable loaded in this factor is target audience. The variables under this factor are ‘buy more on discount’ and schemes whic h explain why the factor has been named so.

CONCLUSION & RECOMMENDATION Page | 74 .

Therein lies the potential for the company to make changes. it is important that the company brings in some kind of innovativeness. It was no surprise to know that Haldiram’s dominates the market or that 200 gm pack sells most or that Bhujia is the most favoured snack variant. I was told that customers usually go for those brands that offer a range of varieties. Many factors surfaced which could not have been brought to the fore if it was not for the knowledge that the retailers shared with me. Amira will probably have to follow the strategy of Garden. The most selling brand was undoubtedly Haldiram’s. This was followed by Garden and Kakaji. Amira will have expand its brand offerings in order to carve out a place for itself. The retailer suggested that for a company to foray in the Indian snacks market that is replete with a plethora of players. Bikano Most sold variant. Peanuts Most sold size.Lehar.Haldiram’s. I was able to get more information than what I had expected to receive. I went to a retail shop called ‘Om Sai store’ where almost all brands of snacks were available. As regards the innovation which is necessary for a relatively unknown company in this sector.200gm. Navratna and Punjabi tadka will not be enough. Diet Bhel and yellow banana chips are some of the new flavours that Garden has introduced in the market and their success can be attributed to their innovation.Non branded players offer great margins. Amongst the branded ones Bikano offers the best margin to retailers. Em-dee’s Lead time.Bhujia.CONCLUSION Following analysis is for phase 1. This study was important in terms of which variants and sizes are followed by the most preferred ones. Merely launching the same variants like Bhujia. While interacting with various retailers and customers. Following insights were generated through my interaction with retailers and customers in phase 11.1 day Sales visit. The results from phase 1 indicate the following       Most sold brand. Page | 75 . Garden is a brand from Mumbai which has brought new flavours in the market. The results obtained were as per expectations.weekly Best margin. 48gm Best promotional schemes. In East Delhi. Hence. The study was conducted to find out various details about the snacks market in the Delhi region.

Despite the quality control measures. They also said that for the last couple of weeks the sales team from Haldiram’s wasn’t visiting the stores as there is some rumour about Haldiram’s increasing their rates. South Delhi. It is largely a decision based on consumption. Most retailers in South Delhi said that there is a growing preference for healthy food. some retailers said that Bikano is the second favourite after Haldiram’s. The retailer said that the shelf life of most branded products is said to be 6 months. Whether or not those products actually have any impact on one’s health remains to be seen. A lot of people consider 400 gm pack to be cost effective. There is a brand by the name of ‘Diet foods’ which sells well due to its value positioning. Page | 76 . people usually prefer Bikano. but surely customers get attracted to buy a product that promises to be a diet product. While conducting the survey in the North Delhi. Both the retailers threw light on how diet products were selling most. The same has been reflected in the results all over Delhi. But they will not buy it for individual consumption. The schemes that run on 1 kg packs make them an appropriate buy for a family. As such when Haldiram’s is unavailable. Most retailers and customers said that there is no one preferred size of pack. Even the market leader. 3. this is misleading. 5. Haldiram’s has two products. 4. Therefore the size will by and large depend upon the number of people consuming the snacks. ‘Diet chidwa’ and ‘Diet murmura’ which sell well because of their value positioning.Haldiram’s products have been victim of this anomaly. However. Thus extra care should be taken to ensure that the shelf life of the snacks is maintained. While conducting the survey in Darya Ganj (Central Delhi). most snacks get stale after 2-3 months and start smelling. some retailers brought to the fore a common suggestion for the company. The shop had most of the brands and a wide range of local brands too. I visited a shop called ‘Raj Bhujia Bhandar’. In West Delhi. ‘The Garden Fresh’ and ‘Honey Money Top’ are two modern trade stores located in New Friends Colony. Amira being a new player in the market will have launch Rs 5/ Rs 10 packs in order to induce people to try a new brand. 6. There is a less likely chance of people buying it if the pack continues to be available only the current 150 gm size.2. They also pointed out that customers for some reason prefer to buy Haldiram’s in lar ge sizes while Bikano is preferred when smaller sizes have to be purchased.

Spice. The following conclusion can be drawn from the results of phase 21. Convenient packing with say. Customers do not like namkeens to be very spicy. Placement. Following analysis is for phase 2 A questionnaire was made and 120 responses were used for analysis and interpretation. persuasion by shopkeeper Schemes. Different flavours. Comparative price. Availability of snacks in all stores is preferred by customers. Customers generally prefer a brand that offers a good number of variants. Attractive packaging. Page | 77 .944 while Factor 2 has the next highest Eigen value of 1. small sizes. 2.921. 10 Raita is an Indian condiment made with yoghurt and used as a sauce or dip. Ingredients Price Factor 1 has the highest Eigen value of 2. for which Boondi is a must. 3. Convenient packaging. 4. Target audience Different sizes. People usually have Raita10 in summers. Following are the resultsFactor Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Variables Availability. spice element in moderation works just fine for most people. a zip lock facility is something that customers prefer. While conducting the survey in South Delhi. Buy more on discount Expiry date. 17 variables got classified under 6 factors. Eigen values indicate the internal consistency between variables. Shopkeeper’s suggestions. As such Amira foods will have to ensure that they have a strong distribution network.7. some retailers suggested that Boondi is a seasonal snack which is highly preferred in the summer seasons.

3. already has a strong distributor network with 122+ distributors. Customers prefer to buy snacks that are easily available in all stores. 4. 2. 6. Amira Foods should launch their snacks in smaller sizes that are priced at Rs 5 or Rs 10 to induce first time purchase. They should use their strong presence in the Rice sector to ensure that their snacks are easily available in most stores.RECOMMENDATION 1. Convenient packaging is yet another variable that has been identified in the results of Factor analysis. If the company is able to offer to the market something that has not previously existed. Most people like to have their Raita with Boondi. 7. Owing to the fact that most people have ‘Raita’ in summers. Page | 78 . Boondi can be considered as another snack that the company should add to its portfolio. 5. Amira Foods. Owing to the rise in the number of health conscious people. Amira Foods should bring out something innovative. it will be successful in creating a niche for itself. Zip lock packages can be considered after working out the logistics. should expand their product offerings. Along with expanding into already available snacks in the market. Amira Foods. Haldiram’s ‘Diet bhel’ and ‘Diet murmura’ can be taken as examples. Amira Foods should launch snacks that are diet based. The next best snack after Bhujia is observed to be Peanuts. it brought to Delhi the taste of Mumbai. Just as Garden did.

OUTCOME/CONTRIBUTION Page | 79 .

Their suggestions might help Amira Foods to take an informed decision regarding their brand portfolio. By way of interacting with the retailers. the results from Factor analysis indicate that zip-lock packaging is highly preferred by customers. My organization wanted me to find out the best form of packaging. Some retailers in fact started cracking deals to stock the snacks. After having interviewed about 100 retailers from all parts of Delhi. the init ial buzz that was created at the exhibition about Amira Foods’ new product line. As such. which I was able to accomplish.OUTCOME The project was given to me with the intention of finding out what Amira Foods should do to make their brand portfolio of snacks attractive. what I was able to bring to the organization is an array of insights from various retailers. The main purpose was to find out which variants should they launch next. was recreated by informing the retailers about the latest developments. As regards packaging. I somewhere made them aware that Amira Foods is soon going to launch their own range of snacks. I was able to suggest to the company what they should add to their current portfolio of 4 variants. Page | 80 . Apart from the above mentioned points.

LEARNING FROM SIP Page | 81 .

LEARNING FROM SIP

I take this 12 week long internship as a great learning experience. I got a good exposure to the actual work environment. Every single person in the organization taught me something or the other. In the initial days of the SIP I interacted with various members of the Marketing dept. There was something to learn from each one of them. Their experience in this industry and with the company reflected in every discussion that I had with them. There was knowledge to be gained from everywhere; it all depended on how much I wanted to learn. After having decided the area of my project, I was almost clueless about how to go about it and achieve the desired results. The Vice-President of the organization, Mr. Rajesh Verma took special interest in my project and guided me through. My company guide, Mr. Yogesh Arora helped me understand the intricacies of the trade by answering all my doubts without ever losing his patience. On realizing that my analysis will have to be done based on the data that I generate by visiting retail outlets, I thought the task will be an onerous one. I wasn’t quite sure whether I would be taken seriously. As I started with the market visits, the realization dawned upon me that asking questions is an art. With each passing day, I emerged as a more confident person who could get all the information from unknown people. Every part of the analysis is completely driven by customer/retailer responses. As such, I understand that the purpose of undertaking the project has been successfully achieved. An allrounded perspective was needed, which is why both retailers and consumers were included in the study. Having done just that, I feel confident that the conclusions and recommendations drawn from the analysis will help the organization.

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REFERENCES

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REFRENCES

Books Principles of Marketing- 13th edition. Authored by Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri and Ehsaan ul Haque.  Marketing Research- India edition. Authored by Churchill, Lacobucci, Israel

Websites        www.bikano.com www.haliram.com www.kalevaindia.com www.gardensnacks.com www.emdees.net www.pepsicoindia.co.in www.bikaji.in
www.amirafoods.com

Research papers by Euromonitor  McKinsey global institute

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APPENDIX

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Which is the most sold size? 200 gm 48 gm 400 gm 5. Which brand runs the best promotional schemes? Bikano Haldiram’s Kaleva Lehar Em-dee’s Others…………………………. What is the average lead time? 1 day 2-3 days Any other…………….Questionnaire for phase 1 Following questionnaire was filled by retailers and customers.. 1 kg 22 gm Monthly Yearly 1 week 7. 1. Which brand is sold the most? Haldiram’s Garden Em-dee’s Bikano Kaleva Lehar Others………………………………………. Which is the most sold variant? Bhujia Navratna Moong dal Boondi Khatta meetha Peanuts Others………………………………… 4... Do you keep non-branded snacks? YES NO 2. 3. 6. How often does the sales team visit? Weekly Biweekly Any other……………………. 8. Which brand gives the best margin to the retailers? Haldiram’s Lehar Bikano Kaleva Page | 86 .

Questionnaire used in phase 2 Question The first thing I look at when I buy a pack of namkeens is its price. I think snacks should be available in convenient packets like zip pouches. Strongly agree Agree Somewhat agree Neutral Somewhat disagree Disagree Strongly disagree Page | 87 . like 50gm / 200gm. I buy snacks that run promotional schemes like discounts. I purchase snacks frequently. I buy more number of packets than required. I usually buy snacks that are offered in various sizes. I check the ingredients of the snacks before making a purchase. I like snacks that taste very spicy. I prefer to buy snacks that are easily available in all stores. I will try a new brand of snacks even if it is priced higher than the normal price. I am more likely to buy snacks that are available in smaller sizes. I look for the expiry date on the packet before buying it. if they are available at a discount. I have bought snacks based on the suggestions made by the shopkeeper. Everyone in my family eats snacks. I will buy a pack of snacks on recommendation by my friends/relatives. I think snacks are displayed in the stores in such a way that they can be easily located. I buy snacks that are available in attractive packages. A new brand of snacks can be sold better if the shopkeeper plays an active role in persuading the customer to buy it. I recommend snacks to my friends/relatives. I prefer to buy snacks that are available in different flavours.

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