Professional Documents
Culture Documents
Practical study plays a vital role in the field of education. It has been
introduce for the student to get practical knowledge along with the theoretical
knowledge.
knowledge. Only bookish
bookish learning
learning anything
anything especially
especially for the manageme
management
nt
students. How management principles are implemented in business can only
be known
known throu
through
gh practi
practica
call study
study throug
through
h visit,
visit, studen
studentt can be berry
berry well
well
become ware abort industrial environment like problem, opportunities students
for better understanding & also gives then a chance to show their skills &
ability.
The Modern
Modern Business
Business is plac
placed
ed on a very
very comp
complex
lex and
and intr
intric
icat
ate
e
political and economic environment. The opportunity and challenges provided
by these environments have profound impact on the business and the type of
product to be manufactured and marketed, the marketing strategies to be
employed and technologies to be adopted are all influenced by environmental
factors.
Accord
According
ing to the above
above review
reviews,
s, our Saurashtra University has
included practical training of any industry & viva of it as 8th paper with a view to
expa
expand
nd my boun
bounda
dari
ries
es of thin
thinki
king
ng abou
aboutt impl
implic
icat
atio
ion
n of the
the theo
theore
retic
tical
al
knowledge in practical field & have preferred Balaji wafers Pvt Ltd. Rajkot for
the same.
same. I had prepar
prepare
e Market
Marketing
ing Resear
Research
ch Report
Report on “Consu
“Consumer
mer
Satisfaction for Balaji Wafers”. It was really a nice experience for me to get
training in such a reputed company.
T.Y.B.B.A. here by declare that the project work submitted in this report is
my own contribution and is carried out under the supervision of Mr. Neeraj
Pandya of R.P.BHALODIA
of R.P.BHALODIA COLLEGE - RAJKOT.
This work had not been previously submitted to any other university for
any examination.
Date:
Place: Rajkot
____________________
(Mandavia
Shraddha k.)
INDEX
1. INTRODUCTION 1
2. HISTORY 2
3. PROJECT AT GLANCE 3
4. ORGANISATION STRUCTURE 5
5. COMPANY’S ACHIVEMENT 7
6. COMPANY PROFILE 10
7. PRODUCT PROFILE 16
8. RESERCH METHODOLGY 25
9. ANALYTICAL FINDING 29
10. LIMITATION OF THE STUDY 50
11. SWOT ANALYSIS 51
12. SUGGESTION 54
13. CONCLUSION 55
14. BIBILOGRAPHY 56
15. ANNEXURE 57
INTRODUCTION
1
HISTORY OF UNIT
Recently they had set up a huge fully automatic plant with the
production capacity of 1200 Kg. per how far production as well as nitrogen
filler packaging far long-term presentation of the products.
2
PROJECT AT A GLANCE
3
Slogan : “Any Time Crunchy, All time fresh”.
Marketing strategy : Less Price – Best Quality
Marketing consultancy : Kataria Marketing Consultancy
Packaging : Nitrogen packing to ensure
Freshness.
Distribution Power : The order is delivered within 48
Hours of giving order.
Peak season : June to December.
4
ORGANISATION STRUCTURE
5
The organization chart of Balaji
wafers is as under :
Chairman
Managing Director
Director
Peon Operators
Workers
6
COMPANY’’S ACHIEVEMENTS
Balaji and Virani -- the combination sounds familiar. The Virani family
of Balaji Telefilms’ soap Kyunki saas bhi kabhi bahu thi may be a household
name, but here’s an other Virani family from real, not reel, life that has stormed
Gujarati homes. With Balaji snack foods, what else? When four Virani brothers
from Rajkot (Saurashtra) – Meghjibhai, Chandubhai, Bhikhubhai and
Kanubhai – entered the snackfoods business two decades ago, they never
thought that one day they would give the MNCs a bite for their money. But
today, Balaji Wafers has emerged more than a munch for Pepsi’s Frito – Lay,
with almost 70% of the state’s wafers market in its pocket, err, packet.
7
Their very own version of the Virani family drama, starting in
Saurashtra’s commercial club Rajkot in a dingy cinema hall canteen, has all the
masala of an entrepreneurial zing. But that’s where the similarity between the
TV show and family business drama seems to end. The Virani’s say they
never quite borrowed the Virani – Balaji combo from TV; if at all, it should have
been the other way round. Because their Balaji saga actually started back in
1982, when Balaji Telefilms promoter Jeetendra was still known as the
Jumping Jack.
Later, when the cinema owner Govindbhai handed over the canteen to
them on contract basis in 1976, Chandubhai introduced sandwiches, with a
little help from the dadies of his household who supplied him with exotic home
made masala. The sandwiches soon went on to prove an instant hit in the
Saurashtra region. Even, the Viranies continue selling their sandwiches,
though they rake in less than a fraction of their turnover.
Today, with gradual automation that began in 1993 Balaji has the
capacity to produce 1200 kg wafers per hour. The viranies even took a Rs. 15
Crore loan from corporation bank to mechanize production. The technology
was sourced from the U.S. and U.K and Germany to help improve quality.
All that they say, instead, is that in the first ten years, 1982 to 1992
while the business grew the revenues were small. So even as the family sifted
to a 750 sq. yard house in the city, family members continued to do most of the
processing including procuring potatoes, cleaning them, frying them and even
packaging them. From going about distributing the product on a moped, they
bought a rickshaw two years latter. A tempo was subsequently added with a
Rs. 1.8 lakh loan form a bank.
9
COMPANY
SIZE
PROFILE
OF FIRM
OF ORGANISATION
As per the above decision Balaji wafers pvt ltd is a large scale
Industry as it has invested more than 5 crores of rupees.
PRESENT SCENERIO
All of them their Balaji are infect doing everything they can do
everyday to improve the performance of each of their departments through
team work in their pursuit to provide optimum satisfaction to their valued
customer who have reported their result & expectation in them.
11
OBJECTIVES OF THE COMPANY
TURN OVER
The turnover refers to the total sales revenue during the year.
Every company always trys to increase the turnover of the company.
COMPETITORS
PRODUCTS PROFILES
Aloo sev
INGREDIENTS
POTATO POWDER, EDIBLE
OIL, GRAM FLOUR, STARCH,
CHILLY POWDER, MINT OIL,
IODIZED SALT, SPICES AND
CONDIMENTS.
POUCH PACKING
15 GMS., 40 GMS., 90 GMS.,
180 GMS.,
INGREDIENTS
CHOICEST BANANAS,
EDIBLE OIL, CHILLY
POWDER, IODIZED SALT,
SPICES & CONDIMENTS.
POUCH PACKING
80 GMS..
16
INGREDIENTS
CHOICEST BANANAS,
EDIBLE OIL, PEPPER
POWDER.
POUCH PACKING
40 GMS., 80 GMS..
Farali Chevdo
INGREDIENTS
CHOICEST POTATOES,
EDIBLE OIL, PEANUTS
SPLITS, SUGAR POWDER,
CHILY POWDER, IDOIZED
SALT, SPICES AND
CONDIMETS.
POUCH PACKING
40 GMS., 90 GMS., 200
GMS..
17
Chana Dal
INGREDIENTS
CHOICEST GRAM
SPLITS, EDIBLE OIL,
CHILLY POWDER,
IODIZED SALT, SPICES
AND CONDIMENTS.
POUCH PACKING
100 GMS., 200 GMS..
Mung Dal
INGREDIENTS
CHOICEST KIDNEY BEAN
SPLITS, EDIBLE OIL AND
IODIZED SALT.
POUCH PACKING
100 GMS., 200 GMS..
18
Masala Peas
INGREDIENTS
CHOICEST PEAS, EDIBLE
OIL, CHILLY POWDER,
IODIZED SALT, SPICES AND
CONDIMENTS.
POUCH PACKING
100 GMS., 200 GMS..
Shing Bhujia
INGREDIENTS
PEANUTS, GRAM FLOUR,
EDIBLE OIL, BLACK GRAM
FLOUR, IODIZED SALT,
SPICES AND CONDIMENTS.
POUCH PACKING
15 GMS., 45 GMS., 100 GMS.,
200 GMS..
19
Ratlami Sev
INGREDIENTS
GRAM FLOUR, EDIBLE OIL,
MATH BEANS FLOUR,
CHILLY POWDER, IODIZED
SALT, SPICES AND
CONDIMENTS.
POUCH PACKING
15 GMS., 45 GMS., 100
GMS., 200 GMS..
Potato masala
INGREDIENTS
CHOICEST POTATOES, EDIBLE
OIL, CHILLY POWDER, IODIZED
SALT, SPICES AND
CONDIMENTS
POUCH PACKING
30 GMS., 40 GMS., 75 GMS., 180
GMS..
20
Tikha Mitha mix
INGREDIENTS
GRAM FLOUR, EDIBLE OIL, RICE
FLAKES, PEAS, GREEN GRAM,
PEANUT SPLITS, SUGAR
POWDER, CURRY LEAVES,
SESAME, CORIANDER, BLACK
PAPER, CUMIN SEEDS,
AJOWAN, IODIZED SALT,
SPICES AND CONDIMENTS.
POUCH PACKING
15 GMS., 40 GMS., 90 GMS., 200
GMS..
INGREDIENTS
CORN FLKES, EDIBLE OIL,
RICE FLAKES, PEANUT
SPLITS, SUGAR POWDER,
CURRY LEAVES, ROASTED
GRAM SPLIT, AMCHUR
POWDER, BLACK SALT,
IODIZED SALT, SPICES AND
CONDIMENTS.
POUCH PACKING
15 GMS., 40 GMS., 90 GMS.,
200 GMS..
21
Masala Shing
INGREDIENTS
CHOICEST ROASTED
PEANUTS, CHILLY POWDER,
SPICES AND IODIZED SALT.
POUCH PACKING
40 GMS.,100 GMS..
Shing
INGREDIENTS
CHOICEST ROASTED PEANUTS,
AND IODIZED SALT.
POUCH PACKING
40 GMS.,100 GMS..
22
Gathiya
INGREDIENTS
GRAM FLOUR, BLACK PAPPER,
EDIBLE OIL, AJOWAN AND
IODIZED SALT
POUCH PACKING
60 GMS.,150 GMS..
Chataka pataka
INGREDIENTS
RICE MEAL, EDIBLE OIL, CORN
MEAL, GRAM FLOUR, SPICES
AND CONDIMENTS, IODIZED
SALT, CONTAINS ADDED
FLAVOUR.
POUCH PACKING
40 GMS.
23
Potato Salted Wafers
INGREDIENTS
CHOICEST POTATOES, EDIBLE
OIL AND IODIZED SALT
POUCH PACKING
30 GMS.,40 GMS., 75 GMS., 180
GMS..
Tomato Masti
INGREDIENTS
CHOICEST POTATOES, EDIBLE
OIL, CHILLY POWDER, IODIZED
SALT, SUGAR, SPICES,
CONDIMENTS AND CONTAINS
ADDED FLAVOUR.
POUCH PACKING
30 GMS..
24
RESEARCH METHODOLOGY:
INTRODUTION
25
RESEARCH OBJECTIVE
This first step calls for the marketing research to find the
problem carefully and agree on research objective “a problem well
defined is hale solved.”
26
2) RESEARCH APPROACHES: Primary data can be collected in five
ways: observation, focus group, survey, behavioral data, and experiments. Out
of these five we have gone for surveys. Survey researches are best suited of
descriptive research to learn about people’s knowledge, beliefs, preference,
and satisfaction and to measure these magnitudes in the general population.
27
CONTACT METHODS
28
ANALYTICAL FINDING
Q.1 Gender :-
male , 51
female, 49
50
40
30
20
10
1
male 51
female 49
male female
INTREPRETATION:
The above charts shows that from the sample size 100,
51 are male respondents
&
49 are female respondents.
29
40% Between 15 to 30
30% years
20% 20% Above 30 years
20%
10%
0%
1
Below 15 20%
years
Between 15 60%
to 30 years
Above 30 20%
years
INTERPRETATION:
The above chart shows the age group of respondents, from the sample
size of 100, there are 20% respondents who are below 15 years, 60%
respondents who are between 15 to 30 years, 20% respondents who are
above 30 years.
30
8% Graduate
7% 7%
6% 6% P o s t G r a d u a te
6%
Ph.d
4% 3% Service
2% Profession
2%
Hou s e W ife
0% O the r
1
INTERPRETATION :
The above chart shows the qualification of the respondents, from
the total sample size of 100, there are 12% business, 6% Primary Students,
7% Secondary Students, 9% Higher Secondary Students, 14% Under
Graduate, 15% Graduate, 10% Post Graduate, 7% Ph. D, 9% Service, 6%
Profession, 3% House Wife, 2% Others.
31
Q.4 Do you prefer ready made snacks?
Preference
9%
No
Preference
91%
Yes
INTERPRETATION :
The above chart shows the preference of the respondents, from
the total sample size of 100, there are 9% who do not prefer ready made
snacks & 91% who prefer ready made snacks.
32
Q.5 How many prefer wafer as ready made snack?
Prefferance to Waffer
90%
Waffer
Other than Waffer
10%
INTERPRETATION :
The above chart shows the preference to wafer of the
respondents, from the total sample size of 100, there are 90% who prefer wafer
as a ready made snacks & 10% who does not prefer wafer as ready made
snacks.
33
Branded
95% 5% 5%
Home made
INTERPRETATION :
The above chart shows how many respondents prefer branded
wafers, from the total sample size of 100, there are 95% who prefer branded
wafers, 5% who prefer home made wafers.
34
Q.7 As 95% prefer to eat branded wafer, than the
share of Balaji’s wafer is?
Market Share
49%
50%
45%
40%
35%
28%
30%
25%
20% Market Share
15% 11%
9%
10%
5% 2% 1%
0%
Balaji Lays Uncle Everest Jalaram Other
Chips
INTERPRETATION :
The above chart shows how many respondents prefer
wafers of which brand, from the total sample size of 100, there are 40%
respondents prefer Balaji wafers, 28% respondents prefer Lays wafers,
11% respondents prefer Uncle Chips wafers, 9% respondents prefer
Everest wafers, 2% respondents prefer Jalaram wafers, 1%
respondents prefer Other brand of wafers.
35
Q.8 which wafer do you like more?
44%
48%
8%
INTERPRETATION :
The above chart shows how many respondents prefer
wafers of which flavors, from the total sample size of 100, there are 48%
respondents prefer Potato wafers, 44% respondents prefer Banana
wafers, and 8% respondents prefer both flavors of wafers.
36
Q. 9 Do you know Balaji wafer is available in
different flavors?
90% 82%
80% 73%
70% 65%
60%
50%
40% 35%
27%
30%
18%
20%
10%
0%
Masala Salty Tomato
Yes No
INTERPRETATION :
The above chart shows how many respondents know about
availability in different flavors of balaji wafers, from the total sample size
of 100, there are 82% respondents who are aware about Masala wafer
and 10% doesn’t know!, there are 73% respondents who are aware
about Salty wafer and 27% doesn’t know!, there are 65% respondents
who are aware about Tomato wafer and 35% doesn’t know!
37
Q.10 Which flavor do you like the most?
26%
24%
50%
INTERPRETATION :
The above chart shows how many respondents like which flavors
of balaji wafers most, from the total sample size of 100; there are 50%
respondents who like Masala flavors, 26% respondents who like Salty
flavors, 24% respondents who like Tomato flavors of Balaji wafers.
38
25% 24%
20%
15%
12%
10%
5%
5%
0%
Daily Once In a Twise in a Monthly Rarely
Week week
INTERPRETATION :
The above chart shows how often respondents purchase balaji
wafers, from the total sample size of 100, there are 6% respondents
who purchase Daily, there are 30% respondents who purchase Once in
a week, there are 29% respondents who purchase Twice in a week,
there are 24% respondents who purchase Monthly, there are 12%
respondents who purchase Rarely Balaji wafers.
39
Q.12 Overall, how satisfied are you with the Balaji
Wafers?
62
70
60
50
40 26
30
20 8
4
10
INTERPRETATION :
The above chart shows how much respondents are satisfied with
balaji wafers, from the total sample size of 100, there are 62%
respondents are Satisfied, there are 26% respondents are Somewhat
Satisfied, there are 8% respondents are Unsatisfied, there are 4%
respondents are Somewhat Unsatisfied With Balaji wafers.
40
Q.13 What is your satisfaction level in case of
Balaji wafer?
70% 62%
60%
50%
40% 30%
30%
20%
7%
10%
0%
INTERPRETATION:
The above chart shows what is the satisfaction level of
respondents with Balaji wafers, from the total sample size of 100, there
are 30% respondents whose Satisfaction level is excellent, there are
62% respondents whose Satisfaction level is good, there are 7%
respondents whose Satisfaction level is poor with Balaji wafers.
41
Q.14 How likely are you to purchase Balaji wafer
again?
60%
60%
50%
40% 30%
30%
20%
5% 3%
10% 2%
0%
Defi
Defini
nitel
tely
y Probabl
robably
y Probabl
robably
y Not Defi
Defini
nitel
tely
y Not Never
ever
INTERPRETATION:
The above chart shows how likely are respondents to purchase
Balaji wafers again and again, from the total sample size of 100, there
are 60% respondent
respondents
s who are Definitely
Definitely going to purchase,
purchase, there are
30% respondent
respondents
s who are Probably
Probably going to purchase
purchase,, there are 5%
respon
responden
dents
ts who are Probab
Probably
ly Not going
going to purcha
purchase,
se, there
there are 3%
responden
respondents
ts who are Definitely Not going
going to purchase,
purchase, there are 2%
respondents who are Never going to purchase Balaji wafers again.
42
Q.15 Would you recommend Balaji wafer to others?
60% 54%
54%
50%
40%
30% 22%
18%
20%
10% 4%
2%
0%
Defi
Defini
nite
tely
ly Proba
Probab
bly Proba
Probabl
bly
y Not Defi
Defini
nite
tely
ly Not Never
ever
INTERPRETATION:
The above chart shows would respondents recommend
Balaji wafers to other, from the total sample size of 100, there are
54% responden
respondents
ts who are Definitely
Definitely going to recommend
recommend others,
there are 22% respondents who are Probably going to recommend
others, there are 18% responde
respondents
nts who are Probably Not going to
recommend others, there are 4% respondents who are Definitely Not
going
going to recomm
recommend
end others
others,, there
there are 2% responden
respondents
ts who are
Never going to recommend others for Balaji wafers.
43
Q.16 Would you like to switch
switch over to other
other
brand?
43%
57%
Yes No
INTERPRETATION :
The above chart shows would respondents like to switch over to
other brand wafers, from the total sample size of 100, there are 57%
responden
respondents
ts who would like to switch over to other brand & there are
43% responde
respondents
nts who would not like to switch
switch over to other brand of
wafers.
44
Q.17 What makes you to purchase Balaji Wafer?
5%
25%
23%
11%
36%
INTERPRETATION :
The above chart shows what make respondents to purchase
Balaji wafers, from the total sample size of 100, there are 36%
respondents purchase Balaji wafers due to Price and Taste, 25%
respondents purchase Balaji wafers due to Price and Quality, 23%
respondents purchase Balaji wafers due to Price and Availability, 11%
respondents purchase Balaji wafers due to Price and Quantity, 5%
respondents purchase Balaji wafers due to Price and Brand.
45
Q.18 Please tick the following according to your
preference about Balaji wafers?
70 68
60
55
50
46 46 45 45
42 41
40 38
35 34
31 30 30
30 29
25
23
21 21
20 19
15
10 10 9
76 6
5 43 5 4
2
0
Quality Quantity Taste Availability Price Fragrance Packing Brand
INTERPRETATION :
The above chart shows what respondents preference about Balaji
wafers, from the total sample size of 100 : IN QUALITY there are 38%
prefer it is Best , 42% prefer it is Good, 15% prefer it is Fair, 5% prefer it
is Poor ; IN QUANTITY there are 21% prefer it is Best , 46% prefer it is
Good, 23% prefer it is Fair, 10% prefer it is Poor ; IN TEST there are
46% prefer it is Best , 41% prefer it is Good, 7% prefer it is Fair, 6%
prefer it is Poor ; IN AVAILABILITY there are 68% prefer it is Best ,
25% prefer it is Good, 4% prefer it is Fair, 3% prefer it is Poor ; IN
PRICE there are 29% prefer it is Best , 35% prefer it is Good, 31%
prefer it is Fair, 5% prefer it is Poor ; IN FRAGRANCE there are 19%
prefer it is Best , 45% prefer it is Good, 30% prefer it is Fair, 6% prefer it
is Poor ; IN PACKING there are 30% prefer it is Best , 45% prefer it is
Good, 21% prefer it is Fair, 4% prefer it is Poor ; IN BRAND there are
34% prefer it is Best , 55% prefer it is Good, 9% prefer it is Fair, 2%
prefer it is Poor.
46
Q.19 Where do you prefer to eat Balaji wafer?
3%
5% Other
7% Airport
Railway Station
6%
Bus Stop
4%
Office
16%
Cinema
9%
Garden
12%
Picknic Spot
18%
Canteen
20% Home
INTERPRETATION :
The above chart shows where respondents prefer Balaji wafers,
from the total sample size of 100, there are 3% respondents prefer at
other place, 5% respondents prefer to eat Balaji wafers at Airport, 7%
respondents prefer to eat Balaji wafers at Railway station, 6%
respondents prefer to eat Balaji wafers at Bus stop, 4% respondents
prefer to eat Balaji wafers at Office, 16% respondents prefer to eat Balaji
wafers at Cinema, 9% respondents prefer to eat Balaji wafers at
Garden, 12% respondents prefer to eat Balaji wafers at Picnic spot, 18%
respondents prefer to eat Balaji wafers at Canteen, 20% respondents
prefer to eat Balaji wafers at Home.
47
Q.20 Does, Balaji need to make improvement in
their product/wafer?
90% 82%
80%
70%
60%
50%
40%
30%
18%
20%
10%
0%
Yes No
INTERPRETATION :
The above chart shows whether respondents said that Balaji
need to make improvement in the product or wafer, from the total
sample size of 100, there are 82% respondents who said that Balaji
should make improvement and 18% doesn’t.
48
Q.21 In which area Balaji should make
improvement?
4%
2%
1%
0%
t e i n g e i l l i t y u a l i ty r a n c e a n t i t y a f f e r a v o u r m i x i n g
T a s P a c k P r i c d i b l e O i l b
a i Q F l e n t s
E A v a F r a
g Q u o f W
i z e e d i
S I n g r
INTERPRETATION :
The above chart shows that respondents suggest to make
improvement in Balaji wafer, from the total sample size of 100 : there
are 10% prefer for Taste improvement, there are 7% prefer for Packing
improvement, there are 12% prefer for Price improvement, there are
9% prefer for Edible oil improvement, there are 1% prefer for Availability
improvement, there are 12% prefer for Quality improvement, there are
7% prefer for Fragrance improvement, there are 11% prefer for Quantity
improvement, there are 9% prefer for size of wafer improvement, there
are 12% prefer for Flavor improvement, there are 11% prefer for
Ingredients improvement.
49
LIMITATION OF THE STUDY
Each and every study has several limitations so in my study has also
some limitation.
1. I did sampling by the Probability Area Sampling so some of the
remote area of the Rajkot is not covered
2. The findings are based on the research in Rajkot City only and thus
the conclusions may not be true for other cities.
4. The study can not give the accurate results because the sample
size is very small.
50
S W
S: - Strength concentrate
On your strength
W: - Weakness Recognize
Your weakness
O T
O: - opportunity evaluate
Your opportunities
T: - Threats research
Your threats
51
SWOT analysis is a good tool for a manager, like a
thermometer. Stethoscope for a doctor.
STRENGTH:-
Enable you to best foot forward the biggest strength is
company’s brand image.
The quality of the product, as well as its reasonable price
is the second strength.
The distribution network of Balaji wafers all over Gujarat is
excellent.
WEAKNESS:-
Only when you recognize them. You can correct them
52
OPPORTUNITITES:-
They are plenty event in adversity evaluate.
Expand its area of operation & give new varieties in its product
range.
Diversity their business in the form of franchising.
Increase production & expand their distribution area to capture
national market.
THREATS:-
They are like tickling bombs defuse them by taking preventing
actions.
The biggest threat is of the MNCs that may eat away their share.
If they restrict their boundaries of operation then in long run it will
affect its profitability.
53
SUGGESTION
54
CONCLUSION
55
BIBLIOGRAPHY
BOOKS:
MARKETING MANAGEMENT - PHILIP KOTLER
WWW:
contact@balajiwafers.com
www.consumerpsychologist.com
56