RESEARCH PROJECT WORK

TITLED

A COMPARATIVE ANALYSIS

OF

HALDIRAM VS BIKANER OFFERINGS

SUBMITTED IN PARTIAL FULFILLMENT OF MBA (4th SEMESTER)

PROGRAM OF GBTU(2009-2011).

SUBMITTED BY SUBMITTED TO

BRAJESH KUMAR PATHAK DEAN MANAGEMENT DEPT,

ROLL NO. 0915270026 MIMT GREATER NOIDA .

MBA 4TH SEM

MANGALMAY INSTITUTE OF MANAGEMENT AND TECHNOLOGY GREATER NOIDA

1

INDEX

S.NO. TOPIC PAGE

1- Certificate of Institute

2. Declaration

3. Acknowledgement

4. Introduction

5. Objective of the project

6. Scope of the project

7. Research Methodology

8. Comparative Analysis

9. Data Analysis and Interpretation

10. Research Findings

11. Limitations

12. Conclusion and Recommendation

13. Appendices

14. Bibliography

2

DECLARATION

I here by declare that I am doing my Research Term Paper Project titled “A

comparative analysis of Haldiram Vs Bikaner Offerings”.

I wanted to choose current topic, and during my discussion with my Mentor

Prof. Sandeep Agarwal, we decided that comparative analysis would be a

good topic to work on. This project is being carried out as compulsory part

of MBA curriculum. The content of this report is based on the information

collected by me during my tenure from different sources. This training is

being done to get exposure of industry and partial requirement of MBA

course…

It is for only educational purpose.

BRAJESH KUMAR PATHAK

ROLL NO. 0915270026

MIMT GREATER NOIDA.

3

ACKNOWLEDGEMENT

First and foremost I would like to convey my gratitude to my guide Prof.

Sandeep Agarwal for his guidance and support during the course of

dissertation .He has been a remarkable source of inspiration and guidance

I have learnt some crucial lessons to life and also grown as individual…

Lastly but always – my parents, whom I shall forever be graceful for their

encouragement and love and their belief to see me successful in life.

BRAJESH KUMAR PATHAK

ROLL NO. 0915270026

MIMT GREATER NOIDA

INTRODUCTION4

The study of this project is to understand the offering which are made available by

Haldiram’s and Bikaner, and also there is comparative analysis of both the brands.

HALDIRAM – a name associated with discerning consumers for sweets and namkeens for

the past six decades in India and abroad. It made its modest start in the beginning of way

back in 1941 in Bikaner in the State of Rajasthan. The brand name "HALDIRAM ... Preparing

this project I went to each and every canteen owner NCR because we were doing only

institutional market. It include, schools canteens collage canteens, hospitals canteens

cinema halls shopping malls big bazaar, and others institutional canteens where chips and

namkeens are sold.

I have collected about all the product of Haldiram but worked basically for chips and

Namkeens segments.

I went to the canteens and saw the chips and Namkeens there we observe the following

things

1) Whether our product is available or not at

that canteen. If not then we saw of which company product is available.

2) How much sale is of that particular

counter and what the sales volume that counter may give to us.

3) What is the strength of that particular

counter?

5

4) Has that counter so many brands of chips

and Namkeens.

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.

If we dint get our product we said about us, about our products, about the margin what

we give to retailers, about the facilities, about added value, we make them aware about

margin difference, comparing the competitors product and margin provided by them.

And then we made them understand the extra facilities and unique selling point of our

product and make them ready to sale our product. Thus we developed the market for

Haldiram’s product.

After this I 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.

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.

6

OVERVIEW OF THE COMPANY

Marching Ahead… For A Global Presence…

Sweet and Salt are as diametrically opposite to each other as North pole and South Pole but

they perform wonders when used on the taste buds, this delicate use of both the tastes in

Mithais (Sweet Meat) and Namkeens (Salty Snacks) has made Haldiram’s undisputed leader of

the sweet industry. Haldiram’s synonymous with sweet meat as Cadbury is to Chocolates. By

default Haldiram’s can be termed as “Taste of Tradition”.

From a humble beginning in Bikaner in 1937 Haldiram;s have grown phenomenally and are

today an internationally renowned sweet me at manufacturer with chain of restaurants and is

also on the verge of starting amusement parks. It is the flag bearer of the traditional Indian

sweet, Haldiram’s was started by Shri Gangabisanji Agrawal alias Haldiram Agrawal, who is the

grandfather of Shri Shivkisan Agrawal, the man responsible for the successes and fame of

Haldiram’s he has made the brand a household name in India. Haldiram’s products inherits the

Matchless quality, Zero impurity and world class packaging, efficient distribution network are

the hallmark of each and every Haldiram’s Product and to top it up the trump card of

7

reasonable prices and efficient marketing strategy and the key to success. Headquartered at

Nagpur (M.S.) India.

The management at Haldiram's is quality conscious no doubt Shri Shivkisan Agrawal always

believes in superior input superior output. It has regional offices at Mumbai. Bangalore and

Chennai. It is a member of the SFA (Snacks Food Associations of America) & ESA (European

Snacks Food Association). The company has won prestigious International Food award from

TROFEO International Alimentocian of Barcelona Spain in 1999. The company has ISO: 9001-

2000 certification and HACCP certification by Det Norske Veritas of Netherlands.

HALDIRAM’S GROUP IN A NUTSHELL PRODUCT:

Sky is the limit for Haldiram’s and its product range. The sweet meat range consists of the

famous Kaju Katli, Bengali Rasgulla, Cham Cham, Gulab Jamun, Raj Bhog, Kesar Anguri to name

a few. The Namkeens (Salty range) consists of the famous Bikaneri Sev, Aloo Bhujia, Moong Dal,

Khatta Mittha, Classic Dal, Cornflakes, Potato Chips, Moth and variety of Papads. Soft drinks

(Sharbats) the range includes exciting flavours like the Royal Badam, Rose Squash, Orange

Squash, Khus Squash & Thandai which serves as energy supplements and coolants, In addition

Haldiram’s enjoys a strong market share in Processed Milk, Bakery and Ice Creams.

8

EXPORT:

Haldiram’s footprints are present in more than 16 countries such as UK, USA, Canada,

Australia, Europe, Singapore, Malaysia, Srilanka, The Middle East and Arab Countries.

FUTURE PLAN:

Plan are the pipeline to export Food Products under the “Mo’pleez” brand name with and

expanded product base

CHAIN OF RESTAURANTS:

The group is having exclusive Chain of Restaurants like “Abhin andan”, “Hot Spot”, “Thaath

Baat”, and “Planet Food” and is also starting an amusement park in the near future.

MOTTO: “Superior Input Superior Output”.

9

QUALITY POLICY

We at HALDIRAM FOODS INTERNATIONAL LTD.,NAGPUR. are committed to manufacture

variety of Sweets (Sweetmeats), Namkeens (Savories), Pasta & 3 - D Snacks (Extruded Foods)to

the Complete satisfaction of our Domestic & International Customers with regard to Quality &

Food Safety. We shall strive to provide world class quality products by:

a) Utilizing hygienic, safe and premium quality ingredient and material.

b) Adhering to good manufacturing and hygienic practices.

We are committed to continually improve all our activities to enhance customer satisfaction,

organizational performance and market leadership.

We shall comply with statutory, regulatory requirements and all our actions would be planned

and executed to fulfill this policy consistently through to dedicated involvement of all

employee.

AWARDS

Haldiram's Nagpur has won prestigious International Food award from TROFEO

International Alimentocian of Barcelona Spain in 1999.

International Membership and Certification

10

European Snacks Association

Snacks Food Associations, Virginia, U.S.A.

ISO: 9001-2000 Certification and HACCP Certification by Det

Norske Veritas of Netherlands.

COMPANY EXPORT

11

OUR EXPORTS

Around 20 million ethnic Indians spread in over a number of countries around the world and we

have started our export of sweets and snacks in way back 1996 to reach the ethnic Indians

abroad.

We keep with us 50+ exports worthy products and we are successfully exporting them to

around 16 countries.

Our quality of products is backed with ISO-9001:2000 and HACCP Certification. 20+ imported

machineries and new techniques of manufacturing bases a true International look and helps us

in meeting the stringent quality norms adhering to International Standards.

12

PROSPECTIVE MARKET

Prospective markets for our Products

Prospective market for Brand Haldirams

1. Russia

2. Ukraine

3. Uk

4. Madagascar

5. Reunion

6. China

13

PRODUCTS FOR EXPORTS

Haldiram’s Nagpur Has variety of Indian Snacks & Sweets taking care of quality and taste for its

customers from around the world. All products are categorized as listed.

NAMKEEN

SWEETS

PAPAD

GIFT BOXES

BAKERY PRODUCTS

14

CONTACTS

Head Office:

Haldiram Foods International Ltd

Haldiram Foods International Ltd.

1213, 100 Feet Road, Hall II Stage,

Indranagaram,

Bangalore - 560 008

Ph :

e-mail : hfil.bangalore@haldirams.com

Chennai Office :

Haldiram Foods International Ltd.

No 1/2, Peeran Streets,

Saligram, Near AVM Studio,

Opp. Sooriya Hospital,

Chennai -600 093.

Ph:

e-mail: hfil.chennai@haldirams.com

15

IN

DI

A

N

FE

STI

VA

L

Sh

ri

Ga

ne

sh

Ch

at

urt

hi

Products

16

Ganesh Chaturthi is celebrated to mark the birth anniversary of Lord

Ganesh, son of Lord Shankar and Goddess Parvati. This festival is

celebrated for 10 days in Maharashtra state and throughout India. This

festival comes on the 4th day of Bhadarva Shukla-paksh of Hindu calendar.

Devotees of Ganesh bring the idol of Ganesh to their houses on this day

with chants of Ganpati Bappa Morya. and worship the Idol of Lord Ganesh.

People do puja, of the idol twice a day - morning and evening till the idol is

in their home. Maharashtrians make sweets called Modak and offer them

to Ganesh.

The Ganesh idols are kept for either one and a half, five, seven or ten days

and then the Ganesh Visarjan is performed, whereby the idols are

immersed in sea waters.

Freedom fighter Lokmanya Tilak started the custom of

Sarvajanik Ganeshotsav  (public festival) in Maharashtra, during the Indian

Independence fight against the British. The aim behind this was to bring the

people close to each other. From then on, this festival is celebrated in

almost every lane, housing society and area in Maharashtra and thus

making Ganesh Chaturthi a public festival. Huge pandals or stages are set

up and decorated beautifully and people worship the idol of Lord Ganesh

together.

MODAK

KAJU KATLI

17

Haldiram at a Glance

Haldiram food international limited today is recognised as a star export

house , bythe diroctate general of foreign trade , a department working

under the ministry of commerce , government of india.The haldiram brand

goes way back to 1937 when it was just a retail sweet andnamkeen chop in

Bikaner, rajasthan. The small but the significant town nestled int hethar

desert int he north-west rajasthan. Shri shivkisan agrawal, foinder of

Haldiram’salways cherished the dream of building an empire which catered

to the commonman. This dream was realized in the embodiment of

haldiram’s Nagpur(1970).Haldiram bhujiawala became operative and soon

it became a hot favourite of allnagpurians. A model factory of its time for

manufacturing sweet and namkeens wasset upHe was the first to

commercialise the name

Haldiram's

in 1958 and named hisshop

Haldiram Bhujiawala

, dedicated to his legendary father. The popularityof

Haldiram's

soon grew and the trade expanded to almost all the corners in India.Late

18

Shri Rameshwarlal

was soon aided by his eldest son

Prabhu Shankar

, thepresent Chairman, whose undeterred efforts and managerial skill led

todiversification into traditional Indian Sweets. The growing demand led to

expansionin production and the opening of new superbly decorated and

well maintained four showrooms in Kolkata. The latest, under the hallmark-

Pure Food, was inauguratedat VIP Road in 1999, near Airport covering an

area of 100 thousand sq.ft so as tocreate a landmark in Kolkata. This

exquisite showroom cum manufacturing unit,which boasts more than 1000

items to gorge upon, offers the most ambientsurrounding. Every effort has

been taken to provide the best of the

Haldiram's

madeand packed in the most hygienic conditions. A series of state of the

art machinerieshave been installed to maintain uniform level of

production. Every effort is taken tomaintain strict vigil over quality and

conformity of standards. There is a full-fledgedlaboratory, which monitors

the quality of the raw materials and, inspects and testssamples drawn from

batches of daily production. An R&D wing vigorously studiesmeans to

improve quality, taste, packaging and ways to improve the shelf life of

19

theproducts. Strenuous efforts are undertaken to reach the best of even

the mostperishable sweets- in its original taste to any part of the world on

clientdemand.

Haldiram's

-a place where Quality and Service is a matter of habit.

“HALDIRAM” – a name associated with discerning consumers for sweets

and namkeens for past six decades in India and abroad. It made its modest

start in the beginning of way back in 1941 in Bikaner, a state of Rajasthan.

The brand name HALDIRAM BHUJIYAWALA was introduced during pre-

partition era – 1941, subsequently the reach was extended to eastern pert

of India i.e. ,Kolkata in 1958, further consolidated to western India also at

Nagpur in 1968 and from there it never looked back and ventured first

major step in this direction by opening up a in Chandni Chowk in 1983, the

main hub of commercial centreis in Delhi. The prime focus was to serve

sweets and namkeens amongst direct consumers and the trade. Haldiram

Originated in blue year 1902 at Bikaner in Rajasthan. During its earliest year

it was lead by three brothers Shri Moolchand , Shri Satyanarayan and SHRI

Ramesawar. Shri Moolcahnd and his four sons namely Shri Shiv Kishan, Shri

Shiv Ratan, Shri Manohar Lalan and Shri Madhusudan diversified into

different territories of India. Encouraged by tremendous response of

consumers, ‘HALDIRAM’ decided to go for up-gradation on technology,

20

packin, production etc. with the installation of plant machinery of of order

of best available state –of –the

EXPORTS

“HALDIRAM” Group foresighted the growth potential in fast food industry

which was taking shape by leaps and bounds. ‘Namkeen’ was one of the

areas which was most sought after and the group, without lagging behind,

had set up a most modern plant adjacent to the Show room at Main

Mathura road exclusively for the manufacture of ‘Namkeen’. This plant was

set up in the year 1997 under the stewardship of Mr. Pankaj Agrawal, a

young dynamic entrepreneur with a flair of modern management,

leadership, open vision, result orientation. By virtue of Mr. Pankaj Agrawal,

who is the managing director of HALDIRAM GROUP, the packaging, quality,

competitive pricing etc. has become the hallmark of ‘HALDIRAM’ Namkeen

and with the installation of plant and machinery from U.S.A. the company

also started manufacturing potato products and has been able to get

increased share of the market amongst stiff competition. Needless to say

that the company is exporting its products to various parts of the world

viz. U.S.A., Canada, U.K.,Europe, Middle East, Far East, Moscow, Australia,

Newzealand, Srilanka, Nepal, Japan, Thailand, etc. and are on the threshold

of penetrating other parts of the world. It is encouraging to note that the

group is receiving positive enquiry’s from amongst the prospective clients

21

abroad and is quite confident to meet their demand fully with positive

attitude, personalized service and with quality products. Continuous efforts

are being initiated to make sure that we reach the untapped markets

abroad and earn foreign exchange for our country.

FUTURE PLANS

Looking at the tremendous scope in the fast food industry though

competition from MNCs and other giants in the field,the group has an

ambitious project on Delhi-JaipurHighway at Gurgaon to undertake

manufacturing of whole range of products which will house manufacturing

facilities, restaurant, Show room etc. and will satisfy the customers to their

ultimate around the World, having edge over the others. MISSION Our

perpetual consistent quality, best packing strategy, vast market coverage

and the number of years of experience have given us a cutting edge vis- à-

vis our competitors. Our natural ilk to improve our performance and quality

with each passing year has taken us way ahead of our nearest competitors.

The people at HALDIRAM’s are very sensitive and our customer friendly

about the complaints, which infect is a rare occurrence from the customers

and dealers.

22

23

BIKANER COMPANY PROFILE HISTROY

Bikanervala is one of India's most prominent families in the business of

traditional hospitality products like Sweets and Namkeens. Our

forefathers devoted their lifetime in developing exclusive recipes which

are now our proud family secrets. To this wealth of inherited knowledge

our new generation has now added another dimension - Modern

Technology.

Today, BIKANERVALA FOODS PVT. LTD. is an ISO 9001:2000, HACCP and

SQF 2000cm certified company with four modern manufacturing units in

the National Capital Region and a chain of 88 outlets in India and

abroad, serving vegetarian North Indian, South Indian, Continental,

Chinese cuisine and Fast food along with a vast variety of traditional

Indian sweets and snacks

24

Our Concepts

BIKANERVALA

25

The traditional Indian sweet shop cum restaurant is an experience in itself. Here you can find

the pleasure & warmth of traditional Indian Sweets, Namkeens, Chaat & Snacks and 100%

pure Vegetarian multi cuisine restaurant which is served & delivered with passion and

celebration. Bikanervala’s concept always has been to innovate and yet maintain the original

flavour of traditional Indian food with primary focus on quality, hygiene and affordability.

Customer satisfaction is like a religion at Bikanervala and that is why we have been able to

keep our century old tradition alive. Bikanervala showrooms are located in India, Nepal, UAE &

New Zealand.

BIKANO

Bikano is our international brand of packaged Sweets, Namkeens, Papad and Sherbets,

manufactured to the world standards of hygiene and quality. Bikano’s packaged products have

always been a big hit with customers in both India and abroad. Their food products like

namkeens, cookies and syrups have made it the most preferred in between meal snack all over

the world. Bikano’s concept of constant innovation through the use of modern technology for

26

packaging retains its original flavour for maximum time period. With this vast variety of finest

packaged products one can always ready to celebrate a sweet moment , any time , any where.

Bikano products are available in Bikanervala & Bikano Chat Cafe showrooms and in leading

super markets and retail stores in India & abroad.

BIKANO CHAT CAFÉ

Bikano Chat Café is a new age concept of Bikanervala aimed at establishing a strong network

in the corporate and the retail segment. It is a chain of fast food restaurants and Tuck Shops

serving traditional Indian Chat, Combo Meals, Burger, Pizza and Snacks in a modern hygienic

enviornment.Their main focus has been to provide exquisitely packaged traditional food at an

affordable price to wherever their customer groups are located, be it corporate houses, malls or

even exhibition stalls. Their innovative menu and state-of-the-art manufacturing and delivery

systems ensures original flavour from base-kitchen-to-customer

Vision

27

To savour and share the century old

culinary heritage of Bikanervala with

ultimate taste and relishing freshness and

ensuring superior customer experience by

providing highest standards of product quality & service.

Certifications

Today the BIKANO product quality is recognized the world over. Bikanervala Foods Pvt. Ltd. is

a UL Registered Firm and has been awarded ISO 9001:2008, HACCP & SQF 2000 CM

28

ISO 9001:2000 HACCP REGISTRATION

29

BIKANERVALA

The traditional Indian sweet shop cum restaurant is an experience in itself. Here you can find

30

the pleasure & warmth of traditional Indian Sweets, Namkeens , Chaat & Snacks and 100%

pure Vegetarian multi cuisine restaurant which is served & delivered with passion and

celebration. Bikanervala’s concept always has been to innovate and yet maintain the original

flavour of traditional Indian food with primary focus on quality, hygiene and affordability.

Customer satisfaction is like a religion at Bikanervala and that is why we have been able to

keep our century old tradition alive. Bikanervala showrooms are located in India, Nepal, UAE

& New Zealand.

BIKANO

Bikano is our international brand of packaged Sweets, Namkeens, Papad and Sherbets,

manufactured to the world standards of hygiene and quality. Bikano’s packaged products

have always been a big hit with customers in both India and abroad. Their food products like

namkeens, cookies and syrups have made it the most preferred in between meal snack all

over the world. Bikano’s concept of constant innovation through the use of modern

technology for packaging retains its original flavour for maximum time period. With this vast

variety of finest packaged products one can always ready to celebrate a sweet moment , any

time , any where. Bikano products are available in Bikanervala & Bikano Chat Cafe

showrooms and in leading super markets and retail stores in India & abroad.

31

BIKANO CHAT CAFE

Bikano Chat Café is a new age concept of Bikanervala aimed at establishing a strong network

in the corporate and the retail segment. It is a chain of fast food restaurants and Tuck Shops

serving traditional Indian Chat, Combo Meals, Burger, Pizza and Snacks in a modern hygienic

environment .Their main focus has been to provide exquisitely packaged traditional food at

an affordable price to wherever their customer groups are located, be it corporate houses,

malls or even exhibition stalls. Their innovative menu and state-of-the-art manufacturing and

delivery systems ensures original flavour from base-kitchen-to-customer.

32

Objective of the project

While marketing only project report their must be sum objective or goal because with our any

objective , no project Report can be completed in true sense so the main objective of doing this

project Report are : -

What the subject taught in classroom at M.B.A course is completely theoretical so

during the project I compare how the marketing activity at an organization varies with this

theory.

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.

To find out the types of channel, by which product is selling and to know

monopoly and average sales of these outlets.

The objective of the project is to study on the basis of 4P’s of marketing mix:

Product

Price

Place

33

Promotion

The  project is to understand the consumer attitude and buying behavior

Towards Hladiram and Bikaner products..

why they use these products.

34

Marketing mix

Product Promotion

Price Place

Marketing mix is the set of marketing tools that the film uses to pursue it marketing

objective in the target market.

Marketing Mix of Haldiram’s

Products

Chips, Namkeens , Sweets , Pickles , papad , Syrup , Woo pies

Chips

There are six flavors in chips classics salt

Pudina treat

35

Paprika

Mast Masala

Bolelos

N salt

Taste of chips

Pudina treat - Taste of pudina

Peprika - Taste of green chill

Mast masala - Taste of Tomato

Classic salt - Plain $ only salted.

Boletos -

N salted - Masala salted

Ruffles:-

Takatak

Woo pies

36

Namkeen:-

Bhujia

Aalu Bhujia

All in one

Kaju Mixer

Kashamiri mixer

Bombay mixer

Nut cracker

Peanut

Plain

Salted

Masala

Panch rattan

Khan meether

Neembu Masala

37

Channa

Bombay Channa

Madrasi Channa

Kabuli Channa

Channa Dal

Mix

Pinnet Mix

Mir chi Pinnet

Chapatti Dal

Papad

Javitri

Medium

Punjabi

Mir chi

38

Syrup

Mango pana

Kaala khata

Thandi

Badam kesariya

Rose

Khus

Lemon

Pickles

Mango

Mir chi

Lemon

Mix

Sweets

39

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

Cookies, biscuits and cake are available in retail

market.

Product Qualities

Impeccable qualities, They focus on TQM before the finish like because the quality along

if advertisement which Haldiram & Bikanervala 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:-

Testy Snacks , Suitable with drinks as well as serving guest

.

Brand name:-

40

Huge brand name nation wide

Warranty

Takes in return when product expires or any or any other damage which is accidentals.

Price:-

The price is different for different product chips.

Discount

Depends upon the sales executive, and retailer’s bargaining and as different scheme.

Allowance

Fixed, as per distributor target and companies target to the sales person.

Public relations

Marketing sales executive pays a visit to retailer Time to

time.

Sales executive

Create new counters for that particular distributor on which he is working.

41

Promotion

Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, Win cheaters etc. are

given to retailer and customer

Note:-Discount coupon are double edge sword , to the customers because when customer

gets and discount coupon He/ She goes to show room of Haldiram’s and buys another

product and thus he become a new customer another product.

Advertisement

Spent huge amount in ads.

Place

One of the most important thing any companies is the place. When the company sales

its product and for a good sales volume, the listenable things are segmenting targeting, and

positioning is must. For this work the company recognized its customer i.e. who are the

customer and where are they. Then he starts working.

The coupon its customer and market place. Then target them and after all

it creates a position in the customer mind.

42

The Haldirams & Bikanervala work in to ways since it is the market leads

in Namkeen market so, it does not care of its competitor and need not to work more for its

promotion and position due to its quality and brand name , but for chips its work regularly.

The company segment its market it to type.

1. Retail market

2. Institutional market.

Retail Market

The company has kept all the open market as retail market in miss all the shop, Early shops ,

grocery shop, and general store are included.

Institutional market

In this segment the company has kept all the institutional shop/ contents. In this

segment collage canteens, school canteens, hospital canteen, Restaurant, cinema halls,

shopping malls, its are included.

To study present snacks market

►To find out the namkeen potential market.

►To find out the market share of Haldiram’s Namkeen in comparison to Bikano, Crax,

Lehar, and others

43

►To find out the brand and pack availability in the availabilityin the respective market .

►To identifythe ‘Distribution Network’ of Haldiram Products.

►To get overview of sales scenario of the Haldiram’s Brands vis a vis its competitors.

►To judge the awareness level of retailers regarding the various flavors of namkeens.

►To analyse the retailer criteria for promoting any brand and the needs and problems

of retailer.

►To collect ideas and suggestions from the market.

►To find out the future market potential of namkeens.

►To find out strength of Haldiram and do SWOT analysis of Haldiram’s namkeens.

►To suggest strategies to increase the market share of Haldiram’s namkeen. These

objectives were achieved by following a well thought out plan and defining the problem

for each

objectives separately. Sampling and other statistical tools were considered for achieving

the given objectives.

44

Scope of the project

The scope of the project can be presented as:

To study Haldiram and Bikaner products as a product.

To study how the company has increased the product value over a

period of time.

To study the Haldiram and Bikaner Products Line and Merchandise

Mix.

To understand the consumer’s perception towards Haldiram and

Bikaner brands.

To understand the packaging aspects of the product.

To study the how the company has done branding of sweets and

namkeens.

To study the pricing strategy of the company regarding these

products.

45

To study the distribution channel used by the companies to market

these products.

To study the Promotional-Mix (such as Advertising, Personal selling

, Publicity, and Sales promotions) used by the company.

Product- 1.To understand the Haldiram and Bikaner products as a

products.

Definition- Product is a bundle of utilities. A product can be anything

which

satisfies the needs and wants of the customer.

A good, idea, method, information, object, or service that is the end result of

a process and serves as a need or want satisfier. It is usually

a bundle of tangible andintangible attributes (benefits, features, functions, us

es) that a seller offers to a buyer for purchase.

2. Law: A commercially distributed good that is (1) tangible personal

property, (2) output or result of a fabrication, manufacturing, or production

process, and (3) passes through a distribution channel before being

consumed or used.

3. Marketing: A good or service that most closely meets the requirements of

a particular market or segment and yield enough profit to justify its

continued existence.

46

Levels of products— Core benefit- The fundamental need or

want(hunger) that consumers satisfy by consuming the product or service.

Consider what we have talked about many times in this tutorial; people make buying

decisions that satisfy their needs. While many needs are addressed by the consumption

of a product or service, some needs are not. For instance, customers may need to be

perceived highly by other members of their group or need a product that is easy to use

or need a risk-free purchase. In each of these cases, and many more, the core product

itself is the benefit the customer receives from using the product.

In some cases these core benefits are offered by the product itself (e.g., floor cleaner)

while in other cases the benefit is offered by other aspects of the product (e.g., the can

containing the floor cleaner that makes it easier to spread the product). Consequently,

at the very heart of all product decisions is determining the key or core benefits a

product will provide. From this decision, the rest of the product offering can be

developed.

Expected benefit-The set of attributes or characteristics that buyers

normally expect and agree to when they purchase a product.

Augmented benefit- Inclusion of additional features, benefits, attributes or

related services that serve to differentiate the product from its competitors.

Marketers often surround their actual products with goods and services that provide

additional value to the customer’s purchase. While these factors may not be key

reasons leading customers to purchase (i.e., not core benefits), for some the inclusion

47

of these items strengthens the purchase decision while for others failure to include

these may cause the customer not to buy. Items considered part of the augmented

product include:

Customer Service  – This consists of additional services that support the

customer’s needs including offering training and assistance via telephone or

online.

Complementary Products  – The value of some product purchases can be

enhanced with add-on products, such as items that make the main product

easier to use.

Accessibility  – How customers obtain the product can affect its perceived value

depending on such considerations as how easy it is to obtain (e.g., stocked at

nearby store, delivered directly to office), the speed at which it can be obtained,

and the likelihood it will be available when needed.

2.To understand the Product line and Merchandise mix- Product

Line :Total how many products company have .

A product line refers to a number of products that are related and developed by the

same manufacturer. Product lines are not to be confused with product bundling, which

combines various items into one type of product. Items within a product line generally

share the same basic theme, and with the help of a successful marketing plan these

products can be entirely effective.

48

Frequently, a product line includes different products that are offered to the public at

varying price points. This way, a manufacturer or company can ensure that all products

within a line will be purchased by all kinds of people. Product line extension refers to

any additional products that may be added to a current product line.

Much has been, is and will be made of how important product merchandising is, but

from a purely definition standpoint, the idea of product merchandising means you put

the best face on your product, giving it the widest dispersal of information to capture

the largest market share you possibly can. In short, you use a shotgun blast to hunt

squirrels. 

Yes, I know the visual there might be difficult to get out of your mind, but THAT'S

THE POINT. Creating a visual, whether literally or figuratively, is what product

merchandising is all about. At Net Blazon, we're well aware that a picture is worth a

thousand words and the more images of a product, the better, but good images is

only one aspect of good product merchandising

Product width : different category in which the company divide its

product. Product width refers to the number of product lines sold by one

company. The product line refers to the same kind of product but falls in

same categories products are similar in their main character. sum total of

all of these product line is width of product mix.

49

Product depth : under one product how many sub-products company

provides or how many varieties company have for that product . The no of

variants of a particular product is called product depth.

Merchandise mix- The breadth and depth of the products carried by

retailers. Also known as  Product Assortment. The combination of goods that a

store sells. The activity of promoting the sale of goods at retail.

Merchandising activities may include display techniques, free samples ,on-the-

spot demonstration, pricing, shelf talkers, special offers, and other point-of-

sale methods. According to American Marketing Association, merchandising

encompasses "planning involved in marketing the right

merchandise or service at the right place, at the right time, in the

right quantities, and at the right price.

3. Consumer Behaviour –

Individuals or groups acquiring, using and disposing of products, services,

ideas, or experiences. Includes search for information and actual purchase.

Includes an understanding of consumer thoughts, feelings, and actions.

Buying Behaviour is the decision processes and acts of people involved in buying and using

products.

Need to understand:

50

why consumers make the purchases that they make?

what factors influence consumer purchases?

the changing factors in our society.

Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. A

firm needs to analyze buying behaviour for: Buyers reactions to a firms marketing

strategy has a great impact on the firms success.

The marketing concept stresses that a firm should create a Marketing Mix (MM) that

satisfies (gives utility to) customers, therefore need to analyze the what, where, when

and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing

is only one stage of the process. Not all decision processes lead to a purchase. All consumer

decisions do not always include all 6 stages, determined by the degree of complexity...discussed

next.

The 6 stages are:

1. Problem Recognition(awareness of need)--difference between the desired state and the

actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates

51

your need to eat.

o Information search-- Internal search, memory.

o External search if you need more information. Friends and relatives (word of

mouth). Marketer dominated sources; comparison shopping; public sources etc.

A successful information search leaves a buyer with possible alternatives, the evoked 

set.

Hungry, want to go out and eat, evoked set is

o Chinese food

o Indian food

o burger king

o klondike kates etc

2. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer

wants or does not want. Rank/weight alternatives or resume search. May decide that

you want to eat something spicy, Indian gets highest rank etc.

If not satisfied with your choice then return to the search phase. Can you think of

another restaurant? Look in the yellow pages etc. Information from different sources

may be treated differently. Marketers try to influence by "framing" alternatives.

52

3. Purchase decision--Choose buying alternative, includes product, package, store, method

of purchase etc.

4. Purchase--May differ from decision, time lapse between 4 & 5, product availability.

5. Post-Purchase   Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive

Dissonance, have you made the right decision. This can be reduced by warranties, after

sales communication etc.

After eating an Indian meal, may think that really you wanted a Chinese meal instead.

Research Methodology

The purpose of the methodology is to describe the research procedure. This included overall

research design preparation of the format for data collection to every dealer and outlets

holders.

The data collection method and analysis procedure

The methodology used to carry out the project report in the analyzing the data

collection by the survey method. The survey on the data collection was the made by the

interviewing the concern personalizes by the filling up the specific format for data collection.

Data types

There are two types of data

53

2. Primary data

3. Secondary data

1. Primary Data:-

Data those are given by the company it self to reach to the retailers.

2. Secondary data

Data which are collected by field work and survey.

Data collection method

Two different format of data collection were prepared keeping in the view the important

data to be collected which can up a way to find out the market share of the Haldirams product

and Bikaner product and signage and stands provided by the company and different scheme

offered to them by Haldirams and then . A format is prepared for collecting data.

Field work

For interviewing the retailers went to each and every school, collage, hospital, restaurant

of west Delhi. Thus I interview about 150 canteen owners and the entire distributor over the

entire NCR. I asked them to help me in filling the format for collecting data.

Sampling and research design

Research design:-

54

Type: Exploratory (Preliminary Investigation)

Sources survey by means of structured undisguised and

of information general face to face interaction with outlet holders and used some

secondary data.

Area of sampling: NCR.

1.Have you heard about Haldiram and Bikanervala ?

55

INTERPRETATION-

2. Do you prefer Haldiram and Bikanervala’s products?

56

INTERPRETATION-

3. Which product do you like most of Haldiram’s and Bikanervala”s?

57

INTERPRETATION-

4. What compels you to consume it?

58

INTERPRETATION-

5. Do you think both acquire a good name in the market?

59

INTERPRETATION-

6. What is your source of information regarding theses brands?

60

INTERPRETATION-

7. At which brand of fast food restaurant chain would you consider eating?

61

INTERPRETATION-

8 . Which is your favourite fast food Indian restaurant chain ?

62

INTERPRETATION-

9. How favourable is your attitude towards haldiram & Bikanervala?

63

INTERPRETATION-

10. How likely would you be to recommend Haldiram to others?

64

INTERPRETATION-

11. What do you like the most about Haldiram and bikanervala?

65

INTERPRETATION-

12. To what extent does Halidram’s offer advantages that other brands cannot?

INTERPRETATION-

66

13. Haldiram’s & Bikanervala is.

INTERPRETATION-

67

14. How well do each of the following words describes this brand?

68

INTERPRETATION-

15. Haldiram and Bikanervala are more than a product to me?

69

INTERPRETATION-

Research Findings

There are no any wall paintings or banners in canteens as signage of Haldiram’s and

Bikanervala product while the competitors are providing many facilities like this.

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.

70

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.

Limitations

Every project has its limitation and it is wise to point them out instead of glossing over them.

This project was having some limitation, which is written below, and the aim presentation is to

increase confidence in the present result.

Limitation of survey

The universe study is NCR. The result of this study shouldn’t be generalized with any

other part of NCR or of the country or whole Indian at large.

Though almost all the places the number of c/b are counted but in few large retail stores

like Big Bazaar, conventions, the information was noted down as given by retailers.

Study was limited to institutional outlets stocking in NCR.

Information collection took so many days.

71

The amounts of sales or sales volume may different in different months.

CONCLUSIONS & RECOMMENDATION

1) There is high awareness level for different Haldiram’s & Bikanervala products amongst

the retailers.

2) From the survey of 250 retailers in NCR it was noticed that in most of the retailers are

keeping Haldiram namkeens as well as Bikanervala, Other brand namkeens which also

occupy a major share are Lehar, Crax.

72

3) Market share of Haldiram namkeens & Bikanervala is more than double of its

competitors.

4) From the data collected it is quite clear that while promoting any brand the foremost

considerations are good demand and good margin followed by regular supply and next

come brand names.

5) Majority of retailers promote Haldiram’s namkeen followed by Lehar, Bikano, and Crax

in that order.

6) Average annual sale come out to be highest for Haldira ‘s namkeens followed by

Lehar, Bikano, local brand like namkeen , Raja, Shammi, Tingle, Shah, Aone, etc. also

have a significant share when clubbed together.

7) Margins are revailed by retailers highest for local brand followed by Lehar, Bikano and

Haldiram’s in that order.

8) Brand awareness for Haldiram’s product is very high in comparision to Bikanervala.

9)There is significantly high brand loyalty for Haldiram’s product amongst the consumers.

10) Bikano has great Market share in karol bagh due to its sweets corner

73

11) Lehar has great market share in Katwariya sarai due to proper distribution channel in

that area.

12) Bikanervala namkeen are equally preferred as Haldiram’s. It is also noticed that

young people prefer Lehar’ Aloo Bhujia, Masala Laccha and Kukure over Haldiram’s. The

reasons for this could be that the T.V. advertisement of Lehar has an emotional appeal

for the young generation.

13) Bikano’s Natkhat Nimbu and Crax mast matter are in great demand over Haldiram’s.

14) Most of the retailer were complaining about the less profit margin.

15) The main Consumer segment for Haldiram is upper and middle class but Lehar, Crax

and Bikano has consumer

Segment for lower class too by having a packet of Rs 2 of 12 gm.

16) There is great damand of Rs 5 packet.

17) Most of retailers were complaining that there was no sort of credit given in era of

credit.

74

Company should consider the problems of retailers and canteen’s owner.

Company should problems of distributors.

Resettlement of dispute like non payments and wrong commitment problems is

necessary by another executive.

Stand should be provided to needy retailers because another company’s

executive creates problem.

Company should give the stands and racks to each and every counters where its

product is sold.

Company should prevent the interference of distributor in each others areas.

Company should prevent the undercutting in market.

Company should prevent the wholesale disturbance.

Company should give the incentives to its executives as extra benefits after

salary.

Company should listen and care of sales executive.

Company should recognize the problems in market.

75

The very necessary work is market screening and recognizing the strength and

weaknesses of competitors.

Company should spend some amount on advertisement of its products because

the competitors are using celebrities as their promoter in ads. For Kurkure Juhi

Chawla and for Lays Saif Ali Khan.

Company should provide display to canteens and cafeterias.

Company should paints the walls of cafeterias time to time because its

competitors do this, this will bound the retailers to sale our product.

APPENDICES

RESEARCH PROJECT WORK

Questionnaires

76

Dear All

The following questionnaires is part of my project for “A

COMPARATIVE ANALYSIS OF HALDIRAM & BIKANERVALA OFFERINGS

” The information provided by you would be kept confidential &

won’t be used outside the purview of this project.

BRAJESH KUMAR PATHAK

ROLL. No. 0915270026

COURSE : MBA

Dear Respondent,

I am conducting a survey for HALDIRAM & BIKANERVALA

OFFERINGS Product’s for my MBA programme.

I would be highly grateful to you if you spare your valued time in filling up

this questionnaire.

Name:

………………………………………………………………………………………………...

Occupation: Student / Service / Business

77

1.Have you heard about Haldiram and Bikanervala ?

a. Yes b. No

Interpretation:

2. Do you prefer Haldiram and Bikanervala’s products?

a. Yes b. No

78

Interpretation:

3. Which product do you like most of Haldiram’s and Bikanervala”s?

79

a. Sweets b. namkeen c. chaats d. Chips

Interpretation:

4. What compels you to consume it?

a. Brand name b. Variants c. Quality d. Price. E . other

80

Interpretation:

5. Do you think both acquire a good name in the market?

81

a. yes b. No c. Can’t say

Interpretation:

6. What is your source of information regarding theses brands?

a. Advertising b. Live demonstration c. Home shopping d. Retail outlet.

82

Interpretation:

7. At which brand of fast food restaurant chain would you consider eating?

a. Bikanervala b. Evergreens c. Haldiram d. Sagar ratna

83

Interpretation:

8 . Which is your favourite fast food Indian restaurant chain ?

a. Bikanerwla b. Haldiram c. Bengali sweets d. Sagar ratna

84

Interpretation:

9. How favourable is your attitude towards haldiram & Bikanervala?

a. Highly positive b. Positive c. Neutral d. Negative

85

Interpretation:

10. How likely would you be to recommend Haldiram to others?

a.Highly recommendable b. Recommendable c. Less recommendable d.Not worth

86

Interpretation:

11. What do you like the most about Haldiram and bikanervala?

a. Quality b. Price c. Ambience d. Service

87

Interpretation:

12. To what extent does Halidram’s offer advantages that other brands cannot?

a. High b. Medium c. Low

88

Interpretation:

13. Haldiram’s & Bikanervala is.

a.Innovative b. Knowledgeable c. Trustworthy d. . Admirable e. Hygienic

89

Interpretation:

14. How well do each of the following words describes this brand?

a. Down to earth b. Honest c .Daring d. d. Reliable e. Successful

90

Interpretation:

15. Haldiram and Bikanervala are more than a product to me?

a. Yes b. No c. Can’t say

91

Interpretation:

BIBLIOGRAPHY

Book

92

Gaur singh sanjaya and saggharteu sanjay New Delhi, “event marketing and event management”

3rd edition vikas publishing house, 1998

Kothari C.R, Research Methodology, Vishwa prakashan, New Delhi, Reprinted Edition, 2004,

Page 1-112.

Ramaswamy V.S. & Namakumari S., Marketing Management, Macmillan India Ltd. Publication,

New Delhi, 3rd edition 2002.

Magazines

A & M, Brand Equity & the Strategist

Business Today.

Business World

Internet website

www.yahoosearch.com.

www.google.com

www.haldiram.com

www.bikanervala.com

93

94