Professional Documents
Culture Documents
PROJECT REPORT ON
MARKETING RESEARCH AND SALES &DISTRIBUTION
OF
PRESENTED TO
1
HALDIRAM SNACKS PVT.LTD IAMR
BONAFIDE CERTIFICATE
(Professor, IAMR)
2
DECLARATION
I, ASHWANI KUMAR, hereby déclare that the Project Report entitled
this report has been purely and truly submitted to the respective college.
ASHWANI KUMAR
MBA
Roll no-1279270009
3
ACKNOWLEDGEMENT
“Perseverance inspiration and motivation have always played a key role in success of
any venture”. I hereby express my deep sense of gratitude to all the personalities involved
I would thank to God for their blessing and my parents also for their valuable Suggestion
and support in my project report.
I express my sincere thanks to my company guide Mr. Gaurav Mahajan, Manager of marketing
& sales, Haldiram’s snacks pvt ltd, Noida for giving me an opportunity to work under his guidance
and support during the course of the project. I would also like to thank Mr Avnish Sharma
marketing team member, Ghaziabad for their valuable inputs and suggestions that have played a
crucial role at every stage in the development of the project.
I would also like to thank MR. Anurag Goel (Senior Sales Officer) for his guidance and better
co-operation and help that is being provided in collecting the data and filling the questionnaire.
I owe a special debt of gratitude to the entire individual and retailers, distributors &
consumers who helped me in completing the project and to all the retailers for their better
cooperation & help being provided by them
Last but not the least; I would like to express my sincere gratitude to all faculty members
who have taught me in my MBA curriculum and our Director Prof. Tushar Kanti who has
always been a source of guidance, inspiration and motivation. However, I accept the sole
responsibility for any possible errors of omission and would be extremely grateful to the readers of
this project report if they bring such mistakes to my notice.
(ASHWANI KUMAR)
TABLE OF CONTENT
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1) Executive summary
2) Introduction
3) Company Profile
4) Product
5) Outlets
7) Objective
8) Research Methodology
9) Research Design
14) Findings
15) Suggestion
16) Limitations
17) Bibliography
18) Questionnaire
EXECUTIVE SUMMARY
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There are many varieties of snacks foods, which are produced in India, and the type of snack
food varies according to the region. The snacks market has changed with the advent of innovative
products. It has emerged as a fast, customized and large market. There is also a changing
perception of consumers towards processed foods, served in centralized food service system. The
primary reason for these changes is the dynamic marketing environment in the snacks business.
Changes in the marketing environment have generated a need to reconsider the managerial
perspectives on marketing in the snacks business. And in this new arena of increased competition
and market saturation Haldiram’s is still doing well with highly satisfied customers. As it has
very skilled management who can easily sense customer requirement, maintain product quality
and frequent market research always assures product authenticity in the market.
This Project has given me a great learning experience and at the same time it has provided me
enough scope to implement my analytical ability. This project has helped me to know the
importance of customer complaints, vendor development, use of MIS and ERP, promotional
strategies of Haldiram’s, market visit, sales & distribution forecasting and market survey.
The analysis and study presented in this Project Report is based on data analysis, market
research, and thorough study of marketing strategies used in Haldiram’s to maintain its
brand equity in the niche market. This Project as a whole provided insights into the different
facts of marketing in an organization but the major focus can be divided majoring into four
parts viz. market survey, research, promotional strategies and sales&distribution.
PURPOSE OF REPORT
The purpose of the report is to learn the facets of marketing and do the forecasting of sales and
laminates for Haldiram PVT. LTD. Along with that I have also worked in the following areas:-
INTRODUCTION
This project is done through EDS and under the title “Marketing and Sales &Distribution”
6
Preparing this project I went to each and every distributors & retailers because I was doing
market research & sales research. It include, total market volume that is being sold in grocery shop
small shops and from distributors and retailers shopping malls big bazaar, and others where chips
and namkeens are sold.
I have collected about all the product of Haldiram’s but worked basically for chips and Namkeens
segments.
I went to the retailers and saw the chips and Namkeens there I observe the following things
And if we get our product, we used to asked the sales volume, response of consumer, delivery and
thus came to know interest of retailers & consumers
If we didn’t get our product we said about us, about our products, about the margin what about
margin difference, comparing the competitors’ product and margin provided by them.
And then we made them understand the extra facilities and unique selling point of our product
and make them ready to sale our product. Thus we developed the market for Haldiram’s product.
After this we saw the competitor’s product (quantity) and asked the strength. We also counted the
signage and a stand of all the competitor’s company and Haldiram’s which is at that particular
store.
After all I create a daily survey report and listed the total shops & canteens
available in Ghaziabad. And then analyses the data which was collected from market. And then
come to a conclusion on the basis of that analyzed data and information. After all it becomes
possible to make a meaningful and useful report.
COMPANY PROFILE
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HaldiRam’s Corporate Success Story – Dreams Blooming into Reality
HaldiRam’s : The Company which is today synonymous with Indian snacks and sweet food
market started the first chapter of the saga, as a small sweet shop in Bikaner, Rajasthan in 1935 .
By 1982, the company had set up its business in Kolkata, Nagpur & the bustling Chandni-Chowk
in Delhi.
An important diversification was inroads into the restaurant business with HaldiRam having 11
restaurants cum showrooms at premium locations of Delhi & NCR with plan to open various
outlets in Northern India.
Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S. Agarwal and
backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish & Umesh Agarwal) and
Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal (Consultant) , Rahul Kathuria , VK
Gupta, Mr. A.K. Tyagi) , today, the Vision and Mission of the company is to have global
presence as Food & beverage company through
Innovation
Professionalization
Expansion
Strategic Approach
and, Business Acquisition
Haldiram is on the way of its vision as today it is an ISO 9001 & HACCP certified company and
has presence all over India, 62 countries (UK, US , Germany, Australia, UAE- to name a few) in
world and top supermarkets of the world like TESCO, SOMMERFIELD, SPINNEYS,
CARREFOUR. The fact that today HaldiRam exports 60 mn dollars goods and has registered
40% growth over last 5 years itself tells its success story
Haldiram’s success saga is because of the pro-active thinking of making access into the traditional,
fresh homemade food and skillfully converting it into a product line extension. With it they have
busted the myth that Indian consumers will not pay extra for western concept of packaged food and
that two of the Indian Household kitchen category.
Haldiram’s ingredients of success recipe includes a diversified product portfolio, stringent quality
controls, good raw material, storage, production and packaging processes which has resulted in
unparallel taste and extended shelf life, Also Haldiram’s sensitivity to catering to
the local palates (30 – 40% of Haldiram flavours are sensitized to suit local taste) has resulted in
creating a loyal consumer base . Also no Modern trade is complete without stocking HaldiRam’s
products.
Also the Supply Chain which is broken down into two categories of retail and institutional sales is
managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.
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HaldiRam has managed details of right technology, packaging standardizations, consumer
affordability, quality tasty products, and volume deliverables extremely well to weave the
magical success saga.
Last but not the least, the People behind the product – the local talent needs mentioning as they
have helped HaldiRam grow big.
Today, Haldiram can proudly claim that what began as a small-time enterprise in India is a global
phenomenon now and HALDIRAM’S IS WAY OF LIFE FOR INDIANS NO MATTER
WHICH COUNTRY THEY LIVE IN.
Present
Stock Now
Today, Haldiram’s is a 1735.9 cr brand that is a familiar sight on shelves across the USA, UK
and the Middle East. Non Resident Indians carry back packets of Haldiram’s along with the
farewells and nostalgia. And it is this name that they look for as they scan shops for familiar
scents and sights.
Presently it has four plants in and around Delhi that produce 50 tonnes of namkeens (56
varieties), 20 tonnes of chips, papad (7 varieties) and fun food and 5 tonnes of tinned sweets (12
varieties) and soan papdi, on daily basis. Two more production units are coming up which will
not only increase capacity but also makes it possible for us to introduce new product lines.
For over 60 years now, the firm has been unifying the palate of India. It has not been the simplest
of tasks; India speaks different taste buds to match. However, today it is a name that has become
synonymous with taste and quality not only within India but the world over.
Today Haldiram’s occupies considerable shelf space at prominent supermarkets the world over:
Tesco, Summerfield, Sipneys, and Carrefore. From traditional Indian sweets and savouries to the
more international chips, cookies, nuts and sherbets, its products are fast capturing the
imagination of people making it possible for it to aim for deep penetration in the Middle East,
East Europe and parts of North Africa.
Future
Leveraging Our Existing Equity
The firm plans to leverage its equity in the domestic and international market to become a food
corporation with not just branded products under its belt but also restaurants, retail chains and
wide portfolio that includes such diverse products as milk-based food and noodles.
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In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan, Columbia,
Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies, Sweden, Finland, Trinidad, and
Tobago.
Haldiram’s success saga is because of the pro-active thinking of making access into the
traditional, fresh homemade food and skilfully converting it into a product line extension. With
they have busted the myth that Indian consumers will not pay extra for western concept of
packaged food and that too of the Indian Household kitchen category.
It has also invested considerably in an advanced processing and packaging unit, which enables it
to marry tradition with technology. This is why, no matter whose shelf our product sits on, it
always stands on its own.
Also the Supply Chain which is broken down into two categories of retail and institutional sales is
managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.
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Kashalkar Memorial Award presented by All India Food Preservers Association in 1996
at its Golden Jubilee Celebration for manufacturing the best quality food products.
Brand Equity Award 1998 was awarded by Progress Harmony Development Chamber of
Commerce & Industry in recognition of creating a successful Indian brand.
APEDA Export Award 2001-2002 was awarded by Agricultural & Processed Food
Products Export Development Authority for outstanding contribution to the promotion of
Agricultural & Processed Food Products during the year 2001-2002.
MERA Delhi Award was awarded by Agricultural & Processed Food Products Export
Development Authority in the year 2004.
AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business School, Amity
University for best H R practices (Retail) in the year 2008.
Distributers carry inventory that is just adequate to take care of the transit time from the branch
warehouse (C&F) to their premises. This just-in-time inventory strategy improves dealers return
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on investment (ROI). All Haldiram’s branches engage in route scheduling and have dedicated
vehicle operations.
FACTORY
DISTRIBUTORS
WHOLESALERS RETAILERS
RETAILERS
CONSUMERS
Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar Pradesh, Bihar,
Jharkhand, North East.
PROMOTERS
Mr. Manohal Lal Agarwal (Chairman)
Board of director’s
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Managing director
President
HALKA
ALL IN BOMBAY FULKA
ONE CHANA CHANA DAL MIXTURE
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ALOO BOMBAY CHANA JOR HARA
BHUJIA MIXTURE GARAM CHIDWA
BOONDI
BANANA BHUJIA CHIDWA KABLI
CHIPS MIXTURE PLAIN CHANA
BANANA CORN
CHIPS BOONDI FLAKE KAJU DAL
MASALA MASALA MIXTURE BIJI
BANANA
CHIPS BOONDI KAJU
SALTED PLAIN DAL BIJI MASALA
BANANA
CHIPS
TANGY BOONDI KAJU
TOMATO RAITA GHATIA MIXTURE
FALAHARI KAJU
BHELPURI CHAIPURI MIXTURE SALTED
FALAHARI KANPURI
BHUJIA CHAKOLI WAFFER MIXTURE
KASHMIRI
SAMOSA OM PURI NAVRATTAN MIXTURE
NIMBU KAKHARA
SEM BEEJ PANI PURI MASALA CORIANDER
MOONG
DAL METHI KAKHARA
MASALA SEV LONG SEV MASALA
MOONG
DAL
CHATAK MOODI MASALA KAKHARA
MASALA MIXTURE TWIST PLAIN
KHATTA MOONG
MEETHA DAL MATHRI
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Methi sev Karodpati Teekha sev
NATKHAT
Classic Salted Sour & Cream
TOMATO
(Chips) Onion
(Takatak)
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Sweets ( Items & Products in this category )
Kalam
Rasgulla Chamcham
petha
White
Rasmalai Rajbhog
Rasbhari
Kesar Kesar
Gulab jamun
Rasbhari Gandheri
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dry petha Patisa Soan halwa
COMPETITORS
COMPETITORS OF HALDIRAM’S
The snack industry in Ghaziabad is highly competitive where not only National and International
brands exist but also local brands have made their prominently. Among all HALDIRAM”S has
the advantage of early mover but others also picking up quickly. There are many competitors in
Ghaziabad for Haldiram’s which a matter of concern. The list of Haldiram’s competitors is as
follows:
Snacks
Bingo
lays,
kurkure,
oye oye,
Diamond
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Namkeens
Bikaji
Bikaner wala,
jain’s,
bikano,
Balaji
Lehar
Papad
Lijjat
Bikaji
Sweets
Bikaner wala
Bengali sweets
Bikaner
Syrups
Roohafza
Kisan
Dabur
milk maid
nestle
Some local regional players (Aussi food pvt. Ltd. (Rte) delhi; Arkriti foods pvt ltd. (rte)
delhi)
Biscuit
Britannia
priya gold
bakeman’s
parle
sunfeast
RESTAURANT
Nathu’s
Evergreen’s
Bengali Sweets
Sagar Ratna
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McDonalds & Nirulas
Yo! China
What the subject or papers that is being taught in classroom at M.B.A program is
completely theoretical so during the summer training you can compare and learn how the
marketing activity in an organization varies with theory and how this theoretical knowledge is
being applied in an organization and how much they are being applicable so its quite helpful to
know and understand.
To create the contact with working of an organization and see the different types of
marketing activities. It also helps us to take knowledge about product distributor promotion and
buying behavior. It also helps in knowing how various tools and techniques are being used .
To find out the types of channel, by which product is selling and to know
monopoly and average sales of these outlets.
During this project, I did a survey which reveals the current status of the companies services and
the competitors position in the market. And the outcomes of that survey company can use for
their enhancement and to increase their business.
(1) During this project I have learn about different marketing concept with their practical use.
2) During this project I have learn the way & importance of retailers handling
3) I am mainly involved with the selling and distribution of the snacks and namkeens.
4) In this project I will also assess the market &check the availability and visibility of product in
the market
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METHODODLOGY
Methodology includes the overall research procedures, which are followed in the research study.
This includes Research design, the sampling procedures, and the data collection method and
analysis procedures.
Research Objective
Objective of the report is to learn the facets of marketing and do the monitoring and counter
selling for Haldiram PVT. LTD. Along with I will also work in the following areas:-
Sample Design
A sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure the researcher would adopt in selecting items for the sample. For these
investigation
Sample size: -
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For consumer survey – 100 customers
Trending- previous 2 year data
Area of operation: -
Vasundhara
Vaishali
Patelnagar
Pratap Vihar
Rahul Vihar
Vijaynagar
Kavinagar
Sanjay Nagar
Modinagar
Muradnagar
Duhai
RAJNAGAR
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Research design:-
Type: Exploratory research design using secondary data analysis
face interaction with outlet holders and distributers and used some secondary data .
Methods of data collection: - It can be obtained either through direct communication with
respondents in one form or another or through personal interviews. Questionnaire and
interviewing are main weapons to collect data. There are mainly two types of data –
Primary Data
Secondary Data
Primary research entails the use of immediate data in determining the survival of the market.
The popular ways to collect primary data consist of surveys, interviews and focus groups, which
shows that direct relationship between potential customers and the companies. Whereas
25
secondary research is a means to reprocess and reuse collected information as an indication for
betterments of the service or product. Both primary and secondary data are useful for businesses
but both may differ from each other in various aspects.
Categorical
nominal-observations that can be coded
ordinal-observations that can be ranked
Continuous
Mixed
matrix of categorical and continuous data
Observations
Interviews
Reports
Records
Tools of data analysis: - Excel and Well – structured questionnaires might be referred for data
analysis.
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Qualitative-
Quantitative
Mixed (qualitative and quantitative)
Critical and action oriented
In these report data is collected by means of survey. A format was made for collecting the
data in which important questions was being prepared for collecting the data e.g. to know the
market share of haldirams total demand existing in the market what’s the share of
competitors .consumers preferences tastes and age group which mainly use the products of
haldirams, class of people mainly using haldirams products. What are tools and techniques that
are being used by the company to increase the sales of company?
Field works
For interviewing the retailers & distributors went to each and every shops & outlets where
namkeens chips and other things of company was sold school, college, hospital, Dhabas,
restaurant of Ghaziabad. Thus I interview about 100 retailers canteen owners and the entire
distributor over the entire Ghaziabad. I asked them to help me in filling the format of
questionnaires for collecting data.
We have taken prior appointment with the distributors who supplies Haldiram’s products in the
various areas of Ghaziabad. We fix our appointment on different dates with different distributors.
The Distributors which we have covered are:
Madhur traders
R.S. Distributors
Balaji enterprises
Dhanshree enterprises
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Sanchar System
Ashok Traders
We have covered these 6 Distributors and work with them in selling & distribution of haldiram
snacks and namkeens for the purpose regarding the retail penetration of the Haldiram’s Western
Snacks for fulfilment of our project objective and to know the various aspects of distribution and
the pros and cons of the Haldiram’s products.
Madhur traders
R.S. Distributors
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It is owned by Mr.Kapil
He is working with haldirams from 2 month
He is covering Pratap Vihar Market
He stores snacks and small namkeen
He is new in distribution areas
He gets 7% profit margins of total sales.
Balaji enterprises
Sanchar System
After taking the interview with distributors there are few pros and cons which comes to account
and which contribute a very important positive and negative things about the Haldiram’s. The
various pros and cons of Haldiram’s are as follows:
Pros:
Quality of Haldiram’s is quite good as compared to the other brands available in the
market.
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The Brand equity is high.
The Price is at par with the other running brands in the markets.
The weightage of packaging is good
The Taste is very good.
Products are available in a large variety.
Cons:
After discussing various things with the distributors, they have given few suggestions how
Haldiram’s can improve distribution and other important things to increase the sales and
satisfaction level with Distributors and retailers. There are following suggestions:
Haldiram’s should improve their promotional strategies to make the local people more
aware of its entire range of its products.
Haldiram’s should replace the expired products and rat cutting also in less time.
Haldiram’s should improve the supply of products from the C&F agents to the distributors.
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DATA ANALYSIS AND
While preparing the data it has been kept in mind that the data should be coherent and there
should be no biasness
Field editing (that is detail of data has been collected)
Abbreviations and short forms not used
Readability and understandability
Inadequate answers has been removed that is (incomplete answers, left blanked answers)
Mistakes that has been accursed in collecting the data has been removed
HYPOTHESIS TEST
The various method of hypothesis test that has been used in analyzing the products are
various test like
Z TEST
F TEST
T TEST
CHI SQUARE TEST
PARAMETRIC TEST
NON PARAMETRIC TEST
Parametric and non parametric test both has been used to analyse the data and has been
tried that data should represent the true data.
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NAMKEENS SHARE IN GHAJIBAD MARKET
Sales
13%
17%
HALDIRAM'S
BIKANERWALA
BALAJI
60% OTHERS
20%
The data about consumptions and different namkeens sold in market has been collected and it
has been observed that haldirams capture highest percent share in namkeens and it is about 60%
share, balaji captures 17% of market share ,bikanerwala holds 20% share of market and rest has
been captured by other brands.
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DEMAND OF CHIPS IN GHAZIABAD MARKET
Among the different brands of chips that is being sold in market. on basis of
Lays
12%
Haldiram's
ITC
Bikano
Oyes
Others
15%
27%
data collected and analysis lays captures highest share in market that is 30% of market share,
haldirams also captures quite good share of market. On analysis % share of different brand is
shown
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Different consequence that adds in sales volume
45%
40%
35%
30%
25%
20%
15% Series1
10%
5%
0%
ST
E G TS TS S
A GIN EN EN A ND
T A M M
CK ISE SE BR
PA RT O R
DVE END
A
Taste is the major factor on which sales of a product depends .there are also secondary factors on
which also quite good share of sales depends that is advertisements, packaging, brand and other
factors.
34
PACKET SIZE
80% 75%
70%
60% 60%
50%
50%
Series 1
40% 40%
Series 2
30% Series 3
20%
10%
Series 3
0%
Series 2
18 gm
42 gm Series 1
47 gm
77 gm
Sales of products also depends on packet size of products it can be easily seen that 15gm packet
size is sold in much higher volume compared to120 gm or 60gm. So it can be interfered that
packet size also affects sales volume. There are people of different type and classes so that’s why
smaller packet size is sold in higher volume.
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140
120
100
80
Series1
60
40
20
0
0-20 20-40 40-60 60above
Namkeens and chips are mainly used by persons who belong to age group of 0-20 it should be
kept in mind that the mainly teenagers and childs are the persons who are occupying highest share
in sales volume of these products. other age persons are occupying 40% sales volume of all these
products.
36
130
110
90
70 Series1
50
30
10
takatak chips whoopies
Series1 62 117 21
Among the different brands of haldirams western namkeens products that is takatak chips
whoopies. chips is mainly the segment which captures highest share in the market and it is also
sold in higher volume compareable to other products.
Takatak is also sold in good volume as comparable to whoopies, takatak also occupies good
volume of market share.
Whoopies is not sold in higher volume but in future it may be sold in good volume because
consumers are not aware of these product.
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others
39%
quality quality
50% packaging
others
packaging
11%
Quality is major factors on which sales volume of products depend on basis of survey it has been
observed that it is major factor on which sales volume of product depends.
Packaging also occupies good share in sales of a products it is also demand of today era and on it
sales volume of products depend.
Others factor is also quite essential for sale of a product e.g. advertisement, brand and other
factors also occupy quite a good percentage.
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12
10
8 yes
no
6 cant say
0
1
While doing the survey it has been observed that maximum consumers of Haldiram’s are satisfied
with products that is quality , packaging ,tastes and other factors.
There are few consumers they have said that they are not satisfied with Haldiram’s product they
said that quality is not up to the mark.
There are some consumers who said neither yes nor no that is can’t say.
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ocasionally regular
18% 32%
regular
part-time parttime
50% ocasionally
Part time users are those type of users who use haldirams products anywhere any time. They
occupy highest share that is 50%
18% users are of that type by chance they use Haldiram’s products.
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BRANDS AWARENESS OF CONSUMER FOR CHIPS SEGMENT
15%
23%
LAYS
HALDIRAM'S
10% ITC
BIKANERWALA
OYES
OTHERS
14%
21%
17%
Lays:- everyone is aware of these product and so it occupies highest sales volume
Itc is also a renowed brand but its performance is not up to the mark as it spends huge money in
promotion
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BRAND PREFERENCE OF CONSUMERS
60
50
40
30
20
10
0
lays itc haldirams bikano others
Series1
Others trying their best but still much to do. They are not able to survive in market.
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TOTAL CONSUMPTION OF DIFFERENT
BRANDS
others lays
19% 21%
balaji
6%
bikanerwala
9%
haldirams
30%
itc
14%
HALDIRAMS captures highest share in total consumption of fmcg products and occupies first
position
Bikanerwala still trying to capture the market and thers are also trying.
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Swot analysis
Strength Weakness
Opportunity Threats
Strength
Weakness
Opportunity
44
Threats
6. Distributor attitude
45
Marketing mix is the set of marketing tools that the film uses to pursue it marketing
Products
Chips
Pudina treat
Paprika
Mast Masala
Bolelos
N salt
46
Taste of chips
Boletos -
Ruffles:-
Takatak
Whoopies
Namkeen:-
Bhujia
Aalu Bhujia
All in one
Kaju Mixer
Kashamiri mixer
Bombay mixer
Nut cracker
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Peanut
Plain
Salted
Masala
Panch rattan
Khan meether
Neembu Masala
Channa
Bombay Channa
Madrasi Channa
Kabli Channa
Channa Dal
Mix
Pinnet Mix
Mirchi Pinnet
Chatpati Dal
Papad
Javitri
Medium
Panjabi
Mirchi
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Syrup
Mango pana
Kaala khata
Thandi
Badam kesariya
Rose
Khus
Lemon
Pickles
Mango
Mirchi
Lemon
Mix
Sweets
There are so many sweets at show room but only few are available in packets and canes
Soon papari
Soan cake
Raasgulla
Chumchm
Gulab jamun
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Product Qualities
Impeccable qualities, They focus on TQM before the finish like because the quality along if
advertisement which Haldiram gives as a competitive edge design innovative of packets day
by day. It is a popular due to its colorful packets of Namkeen which is unbeatable by other
brands.
Features:-
Brand name:-
Warranty
Takes in return when product expires or any or any other damage which is accidentals .
Price:-
Discount
Depends upon the sales executive, and retailer’s bargaining and as different scheme.
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Allowance
Fixed, as per distributor target and companies target to the sales person.
Public relations
Sales executive
Promotion
Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, Win cheaters etc. are
Note:-Discount coupon are double edge sword , to the customers because when customer gets and
discount coupon He/ She goes to show room of Haldiram’s and buys another product and thus he become a
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Place
One of the most important thing any companies is the place. When the company sales its
product and for a good sales volume, the listenable things are segmenting targeting, and
positioning is must. For this work the company recognized its customer i.e. who are the customer
The coupon its customer and market place. Then target them and after all it
market so, it does not care of its competitor and need not to work more for its promotion and
position due to its quality and brand name , but for chips its work regularly.
1. Retail market
2. Institutional market.
Retail Market
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The company has kept all the open market as retail market in miss all the shop, Early shops,
Institutional market
In this segment the company has kept all the institutional shop/ contents. In this segment
collage canteens, school canteens , hospital canteen, Restaurant, cinema halls, shopping
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List of account visited in survey and their status
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Sr. No. Name Of Account Address Phone Remarks
Janakpuri
The first and the major problem is that the company does not have direct and permanent
contract with retailers. It is general complain that there is a big communication gap
between the company and the retailers and no one is to solve their problem.
The second problem of retailers is non availability of quick response of distributors.
Distributors do not send the ready stock and thus the delivery man suffers the problems
when the retailer demands in emergency.
One of the major problems is i.e. they are the price difference. They are getting same
product in different price from others suppliers (the other suppliers are giving on less price
and schemes) thus this problem is very big for distributors and suppliers both.
Second problem is wholesale market; the wholesale market is creating problem entering in
distributors areas.
The problem faced by the distributors is lack of stands in market. This problem disturbs the
distributors and retailers both. Retailers demand stands to distributors because executive of
others company does not allow to use their stands to put our product.
There are no any wall paintings or banners in canteens as signage of Haldiram’s product
while the competitors are providing many facilities like this.
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Suggestion
creates problem.
Company should give the stands and racks to each and every counters where its
product is sold.
Company should give the incentives to its executives as extra benefits after salary.
The very necessary work is market screening and recognizing the strength and
weaknesses of competitors.
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Company should spend some amount on advertisement of its products because the
competitors are using celebrities as their promoter in ads. For Kurkure Juhi
Company should paints the walls of cafeterias time to time because its competitors
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LIMITATIONS OF THE STUDY
Absolute sales figures obtained from the survey through retailers may be inflated.
The brand level penetration study is limited because the project is only dealing with
Western Snacks and namkeen products and not the entire range of Snacks products
available.
Absolute sales figures for competitor brands obtained from sample space of retailers are
insufficient to draw an analysis of sales performance for competitor brands.
Given the time limit and scope of the project Market Penetration of Haldiram’s Western
Snacks has not been calculated using the method of Total Sales to Total Consumer Base.
Penetration percentage of Haldiram’s Western Snacks in the study will denote only an
estimate of the availability of the product line in the Retail market.
Given the time limit and constraints Competitive Analysis does not include identification of
Indirect Competitors (substitutes).
Interviewer’s judgment is used to fill the questionnaire according to the responses given by
the retailers.
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BIBLIOGRAPHY
Books-
Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open University Press, The
McGraw-Hill Companies
William G Zikmund, Barry J Babin, Jon C Carr(2009). Business Research Methods, 8th
Edition, South Western Educational Publishing, United States.
Websites-
http://www.haldiram.com
http://en.wikipedia.org/wiki/Sampling
http://www.emeraldinsight.com/
Dr. Pankaj Madan, Gurukul Kangri, Retail industry: Next growth engine for Indian
Economy. Available from : http://www.scribd.com/doc/18286308/Retail-Industry
http://www.indiainbusiness.nic.in/
http://www.slideshare.com/
http://en.wikipedia.org/wiki/Retailing_in_India
http://www.bizmove.com/general/m6j.htm
http://www.business-standard.com/india/news/modern-format-stores-growing-strongly-
acnielsen/262342/
http://profit.ndtv.com/news/show/assessing-the-impact-of-organized-retail-on-kirana-
stores-89419
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QUESTIONARIES ON GHAZIBAD AREA ON WESTWRN
NAMKEEN &NAMKEENS
NAME
AGE
SEX
LOCATION
Ans takatak
Chips
Whoopies
Ans Itc
Lays
Haldirams
Ans higherclass
Middleclass
Lowerclass
Q4whom do you think to be comptetior of haldirams in western namkeens
Ans bikaji
Itc
Lays
Ans 0-20
20-40
40-60
60above
Questions to consumers
Ans takatak
Chips
Whoopies
Namkeens
Ans yes
No
Ans regular
Parttime
Occasionally
Twice aday
Bingo
Lays chips
Kurkure
Q14 are you using western namkeens first time or you are regular user
Ans yes
No
Ans 18gm
42gm
47gm
77gm
Ans yes
No
Ans quality
Packaging
Others
Ans
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