SUMMER INTERNSHIP REPORT

COMPETETIVE BENCH MARKING

BIKANO NAMKEEN
Submitted in partial fulfillment of the requirement of

Post Graduate Diploma in Management

Submitted By Submitted To

Name: Shivam Dixit Name: Dr. SandhyaRai

PG No: 20160055 Professor, IILM GSM

Batch 2014-16

IILM Graduate School of Management

Greater Noida

2015
DECLARATION FORM

I here by declare that the Project work entitled Competitor Bench Mark submitted by me for the Summer

Internship during the PGDM Program to IILM Graduate School of Management is my own original work and has

not been submitted earlier either to IILM or to any other Institution for the fulfillment of the requirement for

any course of study. I also declare that no chapter of this manuscript in whole or in part is lifted and

incorporated in this report from any earlier / other work done by me or others.

Signature of the Student

Name of the Student: Shivam Dixit

 AUTHORIZATION

This is to certify that this is a bona fide project report submitted at the completion of the Summer Internship
Program-2015 as per the requirements of PGDM program of IILM Graduate School of Management.

This report document titled “COMPETITOR BENCH MARK at BIKANO NAMKEEN”is a submission of
work done by Shivam Dixit

This report shall be formally submitted to Dr.Sandhya Rai Faculty Mentor, IILM GSM Greater Noida. This
report has been verified and authenticated by:

Prof .Dr.SandhyaRai Mr. Suraj Kumar Singh

Faculty Mentor Company Mentor
IILM GSM, Greater Noida Area Sale Manager, BIKANO
 ACKNOWLEDGEMENT

I would like to recognize the contribution and guidance of Mr. S.K.Srivastava(Super Stockist) and Mr.Suraj
Kumar Singh (Area Sale Manager,) in helping me complete the summer internship and for providing
valuable technical inputs for the project report.

I would also like to express my gratitude to Prof. Dr. Sandhya Rai for her guidance and support.

Lastly I would like to thank Bikanervala Foods Pvt Ltd. for giving me this wonderful opportunity of
working with the company and it has indeed been a great learning experience.

Shivam Dixit
PGDM20160055
 TABLE OF CONTENT

S.NO PARTICULAR PAGE NO.

1. Executive summary 1

2. Sector information 2

3. Company profile 3-5

4. Working methodology 6-7

5. Results and findings 12

6. Recommendations 13

7. Limitations 14
1. EXECUTIVE SUMMARY

The first part of the project is to know about Bikano and its variety of namkeens are available in Kanpur
market that can be known by help of Mr. Mahendra Gupta (Sales Officer) and Super Stockiest
Mr.S.K.Srivastava, they provided all the relevant information about the Bikano market in Kanpur area.
They share with us the monthly sale figure and their distributor in Kanpur, their main competitor in the
market. What different –different Scheme are provided by the company to their distributors, and distributors
to their retailer’s.Net Weight of the packet and it’s price.

The Second Part of the project deals with practical knowledge of the market it is basically to understand the
FMCG industry. During SIP i found that Bikano namkeen is struggling in the market. Due to the lack of
employer engagement in the company. Super Stockiest ,Distributor, Retailer aren’t satisfied with company
recruitment policy. On the other hand competition is very tough in the market with famous brands like
Haldiram and Leher .

There are total 8 Distributor’s and One Super Stockiest in Kanpur. Firstly, General information are received
from the distributor about the sale of Bikano their policies and total number of shop’s are covered by each
and every Distributor and which namkeen is in more demand Then I find their Aloo Bhujia and Moong Daal
are more in demand, Their Credit period provided by (S.S) to the retailer’s, visit of the ASM in Kanpur,
visit of the company sale’s person in area and their margin . Feedback of the distributor about the
company.company provide the damage claim and what the time taken to approved its claim’s.

After getting this information I also collected from the shop to shop by primary source of data. Information
such as %age of display, outlet by bikano, haldiram ,and other brand, and tastes and preferences of
customers accordingly. Which companies provide better service? Which company provides the damage
claim and what the time taken to approved its claim’s.
2. SECTOR INFORMATION

Indian Namkeen market is experiencing rising demand due to various driving factors which in turn is
providing immense opportunities to manufacturers to grow and operate in the market lucratively. The Indian
food and beverage sector is huge and highly competitive in nature. Namkeen is one of the major segments
of the packaged food division, which comes under the broad category consumer foods. Though the snacks
market in India is dominated by the unorganized sector, the organized sector has shown remarkable growth
in terms of market share in the last few years.

What is marketing?

Marketing is about communicating the value of a product, service or brand to customers or consumers for
the purpose of promoting or selling that product, service, or brand. Marketing techniques include
choosing target markets through market analysis and market segmentation, as well as understanding
consumer behavior and advertising a product's value to the customer

What is market research?

Market research is any organized effort to gather information about target markets or customers. It is very
important component of business strategy. Market research is a key factor in maintaining competitiveness
over competitors. Market research provides important information to identify and analyze the market
need, market size and competition.

Bikano belongs to the FOOD AND BEVERAGES sector.

This sector specializes in the conceptualization, making, and delivery of food. Most F&B employees work in
restaurants and bars, such as at hotels, resorts, and casinos

Types of food and beverages service styles:

F & B has five types of service styles:

French F & B Service Style
American F & B Service Style
Russian F & B Service Style
English F & B Service Style
Indian F & B Service style
COMPANY PROFILE

At 1950, two visionaries made their journey from their home town Bikaner(city in Rajasthan) to India’s
capital city, New Delhi, they carried the miracles of taking great Indian taste to new International heights.

Begun as “Bikaner Namkeen Bhandar”, small shop in Chandni Chowk, gave birth to mind-boggling savories
and cuisines, today known as “Bikanervala” known for delivering taste within the borders of India and now
across the globe.

VISION

To provide the rich, tasty, quality sweets and namkeen’s processed food all over the world. Produced &
manufactured under hygienic atmosphere by help of latest technology and innovation technique.

INFRASTRUCTURE

Bikano has successfully transformed Traditional technique into Modern Technology.

. Today, It has 5 major production sites in New Delhi, Greater Noida . Expanding across 4,00,000 square
feet area, which are fully equipped with state-of-the-art plants and machinery in sync with latest technology
of International standards.
Bikano has a dedicated and well experienced team of professionals to ensure strict Quality Control, Quality
Assurance and Quality Compliance.

Packaging
It has adopted International standards of packaging for our products Bikano products are packed under
ambient conditions through an application called MAP (Modified Atmosphere Packaging). It aim to provide
long lasting packaging values to our products.
Today, Its products are being patronized by Multinational Companies, Modern Hyper Markets, CSD
Network, Indian Railways and Airlines in addition to numerous retail stores. Its packed products with
standard specifications & long shelf life are available in major World markets & continents like Asia,
Australasia, United States, Europe, Africa& Middle-east.
MAIN OFFICE-

Its head office is in Delhi and its address is-

A-28, LAWRENCE ROAD, INDUSTRIAL AREA

NEW DELHI
Products
The various products in which Bikanervala are deal;
 Bakery
 Chips
 Cookies
 Gift packs
 Namkeens
 Papad
 Pickles
 Sharbats
 Snacksmer
 Sweets


Brands-

 Bikanervala
 Bikano
 Bikano Chat Café
 Angan

Bikanervala Boutique Hotel -

Bikanervala has also launched a new hotel in the vicinity of Hyderabad at Banjara Hills, right above the
Bikanarvala restaurant. Bikanarvala group has followed the concept a boutique hotel to provide hospitality
services with traditional Indian customs.
COMPETITORS -

1. Haldiram
2. Leher
3. Other local brands, sweet shops, bakeries, restaurants, etc.

Bikano’s Distribution channel:-

Manufacturer Super Stockiest Distributors Retailers Customers

 WORKING METHODOLOGY
Problem statement-

Improper distribution channel and strong competition creating loss of market share and trust of retailers
on the company.

Importance of the study-

With the help of this study, company will get to know more about their market position in several areas
and in which part they are lacking behind from their competitors and they also get to know on which
aspect they have to work upon.

Objectives-

To find out the reason why company is not able to capture large market share and what are the problems
that the company is facing in the market.

Research Design-

My research design was exploratory, as it was flexible and unstructured. At the initial stage problem was
not define and the variable were also unknown.

Sample Size-

My sample size was on an average 250-300 respondent including distributors and retailers.

Sources of Data Collection-

As it was a primary research so I collected the data through one to one interaction from the concerned
persons.

Target population-

My target population was the wholesalers and the retailers and distributers of Kanpur and the nearby
villages.
Research plan.

For my research I followed some steps which helped me in the completion of my project which are as
follows-

 Meeting with the regional sales offices and getting knowledge about present market scenario.
 Formation of questions that need to be asked to retailers and distributors.
 One to one interaction with them.
 Penning down of all the data and relevant information.
 Forming an excel to analysis the data.
 Analyze the competitor.

Results which I being able to find out from the analysis are as follows-

 Distributors- Company is not being able to form a strong distribution channel with full regularity.
Even they are not able to provide a wide range of products in some areas, they are only providing
their commonly used products. Company is not giving enough profit margins to retailers so this
does not create any interest of retailers in their product. Even quantity is also an issue which affect
the sales of the company because mostly poor class and middle class consumer prefer large
quantity rather than quality.

 Retailers- Lack of regularity in distribution channel, the present distributors are not being able to
capture whole market in urban area while the picture is completely different in rural area. Even
they are not giving proper profit margin which the competitors like Haldiram and Leher are giving.
The quantity of tiny packets is also less than that of Haldiram. Less demand in the urban market.

 Positive- In terms of quality Bikano and Haldiram are same at this topic both the section rural and
urban being agree and this is the point where Bikano is giving strong competition to their
competitors. They have developed a strong network in rural areas and small district which is
increasing their sales every month as the distributors in these areas are working with the company
since so many years. High in demand in rural markets.
 RECOMMENDATIONS/ SUGGESTIONS

No doubt company is doing well in small districts and rural areas but they also need to improve their
position in main cities and for that they have to take some steps like-

 They need to develop a strong distribution channel with full regularity.

 They need to set an equal profit margin on every product so that this will not create any confusion
in retailers and profit margin will also increase.

 They also need to increase the amount of quantity that they providing in tiny packets of 5 to 10
rupees.

 There is high demand of one product called RATLAMI MIXTURE which is only produced by Haldiram;
Bikano should also come out with similar kind of product to increase their market share.
 LIMITATIONS OF THE PROJECT

Limitations that I found in my research was-

 Most of the retailers were not interested in the research.

 Time given by retailers was less because no one have enough time to spend on a research as they
were more busy in their job.

 Initially I do not have any idea about what types of questions to ask to retailers and distributors.

 Being in the month of summer it makes my field work more difficult.

 Every day I have to meat 15 to 20 retailers but the response we get from only 2 or 3.

 Customer prefer haldiram more than bikano because it has good market position
 OUTCOME OF RESEARCH (done from 04/05/2015 to 28/06/2015) :
(FINDINGS)

Customer’s feedback:

1. Quantity of the product is good but less as compared to Haldiram.

2. n.
3. The weight of the bikano namkeen is less than from haldiram but the price is more or
less same.
4. Customer prefer haldiram more than bikano because it has good market position.

Retailers feedback :

1. The sale of bikano namkeen is vary low as compared to haldiram.

2. Margin to retailers is also less as compared to Haldiram etc.
3. Bikano sharbat are very less in market because of Roohafza it has very strong position in
market even Haldiram sharbats re not in demand.
4. Salesmen and Dealers are very less which causes delay in putting re-orders by the
retailers.
5. In some Retail stores stock is kept as it is no one is purchasing it.
6. Sales man of bikano not go to the stores weakly to check stock is their or not.
7. Retailers want some promotional activity to increase the sale of bikano.
8. The schemes are bikano os providing is not good as compared to other companies.

Distributer Feedback :

1. They also says the same thing the quality of the product is good but the service from the
company is bad their claims of damages are still pending from last year.
2. Companeys sales man are not visiting to the distributers on weekly bases.
S.S Feedback :

1.( for the company)

1. The transportation facility from the company is not so good some times damages are there in
the product.

2. The delivery of goods is very late and is never on time.

3. The Area Sales Manager of the company is never come to meet to the S.S.

4 . .A.S.M is only gives instruction to the sales man but not go with them to the market.
5. There is always a delay in claim settlements(i.e. goods of expiry/damage and secondary rate
difference)
6. The sales is getting low because A.S.M is not doing his work properly .

7. The schemes are not more attractive as compared to other companies.