Major Project Report on “A comparative analysis regarding level of customer satisfaction between Haldiram’s and Bikanervala” Submitted in partial fulfillment of the requirements for the award of the degree of
Bachelor of Business Administration (BBA) To
Guru Gobind Singh Indraprastha University, Delhi
Guide:
Submitted by:
Ms. Puja Narang
Abhineet Singh Kukreja Roll No.:10413701712 Batch: 2012-15
Nurturing Excellence
Institute of Information Technology & Management, New Delhi–110058 Batch (2012-2015)
Certificate
I, Mr. Abhineet singh kukreja Roll No. 10413701712 certify that the Project Report /Dissertation (BBA-310) entitled “A comparative analysis regarding level of customer satisfaction between Haldiram’s and Bikanervala.” is done by me and it is an authentic work carried out by me at Institute of Information Technology and Management.. The matter embodied in this has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.
Signature of the Student Date: Certified that Projrct Report (BBA-310) entitled “A comparative analysis regarding level of customer satisfaction between Haldiram’s and Bikanervala..” done by Mr. Abhineet Singh Kukreja, Roll No. 10413701712, is completed under my guidance. Signature of the Guide Date: Name of the Guide: Ms. Puja Narang Designation: Address: Institute of Information Technology & Management, New Delhi-110058
Countersigned Director/Project Coordinator
ACKNOWLEDGEMENT
The present work is an effort to throw some light on “A comparative analysis regarding level of customer satisfaction between Haldiram’s and Bikanervala”. The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people,
With an overwhelming sense of gratitude, I acknowledge the valuable guidance and consistent encouragement extended to me by our knowledgeable faculty members like Ms. Puja Narang with whose guidance, I am able to accomplish this endeavor. Their technical acumen and years of experience have provided me with crucial inputs at a critical stage.
I also extend my heartfelt thanks to my family and friends for their support directly or indirectly provided to me.
Abhineet Singh Kukreja
Table of Contents S No 1. 2. 3. 4. 5. 6. 7. 8. 9.
Topic Certificate (s) Acknowledgements Assignment Directive List of Tables List of Figures List of Symbols List of Abbreviations Executive Summary Chapter-1: Introduction
Page No 1.
10.
Chapter-2: Literature Review
28.
11.
Chapter-3: Methodology
33.
12.
Chapter-4: Data Analysis and Interpretation
36.
13.
Chapter-5: Findings and Conclusion
55.
14. 15.
References/Bibliography Appendices
62. 63.
LIST OF TABLES
Table No
Title
Page No
1.1
Difference between Haldiram and Bikanervala
27
4.1
Awareness of Haldiram and Bikanervala food chain
37
4.2
How often do you eat out
38
4.3
Occasion of eat out
40
4.4
Which one do you prefer for sweets
42
4.5
Which one do you prefer for sweets Indian snacks and
43
fast food 4.6
Which one do you prefer for Namkeen
44
4.7
Whose product quality do you find better
45
4.8
Whose product range is wider
46
4.9
Whose price range is more affordable
47
4.10
Whose taste you like more
48
4.11
In your opinion which one is clean and hygienic
49
4.12
Whose ambience you like more
50
4.13
Whose location and availability suits you more
51
4.14
Which one scores more in advertising and promotion
52
4.15
Whose services do you like more
53
4.16
Who is best in your view
54
LIST OF FIGURES
Figure No
Title
Page No
1.1
Haldiram Logo
2
1.2
Haldiram Past
3
1.3
Haldiram present
4
1.4
Haldiram Future
4
1.5
Awards and acheivement
7
1.6
Haldiram gift pack
13
1.7
Bikanervala logo
15
1.8
Bikanervala Certificates
23
1.9
Bikanervala gift packs
25
4.1
Awareness of Haldiram and Bikanervala food chain
37
4.2
How often do you eat out
38
4.3
Occasion of eat out
40
4.4
Which one do you prefer for sweets
42
4.5
Which one do you prefer for sweets Indian snacks and fast food
43
4.6
Which one do you prefer for Namkeen
44
4.7
Whose product quality do you find better
45
4.8
Whose product range is wider
46
4.9
Whose price range is more affordable
47
4.10
Whose taste you like more
48
4.11
In your opinion which one is clean and hygienic
49
4.12
Whose ambience you like more
50
4.13
Whose location and availability suits you more
51
4.14
Which one scores more in advertising and promotion
52
4.15
Whose services do you like more
53
4.16
Who is best in your view
54
EXECUTIVE SUMMARY
The study of this project is to understand the customer satisfaction between Haldiram and Bikanervala. Haldiram’s is one of India’s largest sweets and snacks manufactures, based in Nagpur, India. It was founded in 1973 by Gangabisenji Aggarwal, as retail sweets and namkeens shop in Bikaner, Rajasthan, India. Bikanervala was started in 1950, when a large family of traditional halwais from the famous city of Bikaner decided to explore business opportunities beyond Rajasthan. They migrated to Delhi and brought with them a treasure of traditional recipes perfected by their forefathers. The main objective of the comparative study between Haldiram and Bikanervala is to compare and understand the competitive market between them on various factors like taste, product variety, product quality, cleanliness, price, availability, ambience (environment), advertising & promotion and services and also which is more preferable by consumers for namkeens, sweets and snacks In this research, it has found that as compared to Bikanervala, Haldiram’s has a strong brand image in front of its customers and people like their sweets and food over Bikanervala but there is very close competition between the two companies i.e. Haldiram’s and Bikanervala. The Haldiram’s is ahead of Bikanervala by just few steps away. So, if Bikanervala works towards improving its brand image and product quality it can easily capture Haldiram’s customers. Limitation of project: 1. 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. 2. Study was limited to institutional outlets stocking in NCR. 3. Information collection took so many days. 4. The amounts of sales or sales volume may different in different months.
Recommendation of project: Company should consider the problems of retailers and canteen’s owner. 1. Company should problems of distributors. 2. Resettlement of dispute like non payments and wrong commitment problems is necessary by another executive. 3. Stand should be provided to needy retailers because another company’s executive creates problem.
Introduction
1
Haldiram’s Don’t eat at home today; always in good taste
Figure no 1.1 Haldiram logo Company Profile Haldiram's Food International Limited today is recognized as a Star Export House, by the Directorate General of Foreign Trade, a department working under the Ministry of Commerce, Government of India. Haldiram’s is one of India’s largest sweets and snacks manufactures, based in Nagpur, India. It was founded in 1973 by Gangabisenji Aggarwal, as retail sweets and namkeens shop in Bikaner, Rajasthan, India. Haldiram's has its roots established in 1937 in the form of a small retail Sweet & Namkeen shop in Bikaner, Rajasthan, and a small but significant town in the Thar Desert. Shri Shivkisan Aggarwal, the founder of Haldiram’s always cherished the dream of building an empire, manufacture traditional sweets/ Namkeen, leave a mark on every occasion and get close to the heart of the common man.
2
This dream was realized with shifting of its base to Nagpur in 1970. For the first time people heard of a factory that was operating to manufacture Sweets & Namkeen. A model plant of its times was set up at: - Haldiram's House; 880, Small Factory Area, Wardhaman Nagar, Nagpur. In a very short span 'Haldiram' developed into a brand and became an inseparable part of every occasion. This was followed by a chain of retail outlets & showrooms. The product lines were expanded to match the taste of various segments of the society. Sweets and Namkeen were there properly presented in more durable and commercially viable packaging. This fetched an overwhelming response and in 1997, Haldiram's forayed into milk and milk product industry with products such as Khoya, Ghee & Butter Milk, the manufacture of Extruded foods such as vermicelli and 3-D Snacks. Past
Figure no 1.2 Haldiram past Haldiram’s began as a tiny shop in Bikaner, the land as farmed for its savories as for its leather-faced pipe players and fierce warriors. By 1982, Haldiram’s had set up shop in Delhi and the capital had begun to stop by and take note of the savories and sweets. It was word of mouth that grew the business manifold over the next decade till Haldiram’s came to stand for a food company that was synonymous with taste, hygiene and innovation. USA was the first market they started exporting to large Indian population there.
3
Present
Figure no 1.3 Haldiram Present Today, Haldiram’s is a 4 million dollar brand that is a familiar sight on shelves across the USA, UK and Middle East, NRIs carry back packets of Haldiram’s along with the farewells and nostalgia. For over 65 years now, they have been unifying the palate of India. It has not been the simplest tasks; as India speaks different tongues and has different taste buds. However, today, they are a name that has become synonyms with taste and quality not only in India but in the world over. Future
Figure no 1.4 Haliram Future They plan to leverage our equity in the domestic and international market to become a food corporation with not just branded products under their belt but also restaurants, retail chains and a wide portfolio that includes such diverse products as milk based and noodles. In the future, they hope to be in places such as Algeria, Jordan, Yemen, Taiwan, Columbia, Cyprus, Ukraine, Tunisia, Egypt, Libya, Armenia, West Indies, Sweden, Finland, and Trinidad and Tobago. 4
Today they exporting $600 mn products and hope to sustain a 40% growth over the next 5 years. They have also invested considerably in an advanced processing and packaging unit, which enables us to marry tradition with technology. Mission & Visions Mission They strive to be global leaders and providers of world class authentic and premium Indian food & food & snacks. Haldirams is committed to supplying its customers with the finest, high-quality products and thereby nourishing the experience of everyone they serve. Vision Haldiram becoming a leading food corporation with diverse range of food and snacks products. They would endlessly work towards creating a brand means taste and hygiene. Along with being the premier food company they also look forward to be the best in terms of consumer value and customer service. Growth They are going at a rate of 40% in the international market and are confident of maintaining the pace for the next 5 years. To keep up with incessant demand they have increased their production capacities considerably. Presently they have 4 plants in and around Delhi that produce 50 tons of namkeens, 20 tons of chips and other fun food and 5 tons of tinned sweets and soan papdi on a daily basis. Two more production units are coming up which will not only increase capacity but also makes it possible for them to introduce new product lines. When they started exporting in the year 2001, their figures stood at $ 1.7 mn. Today they export products to the tune of $ 6.00 mn and hope to sustain a 40% growth over the next 5 5
years. This is why they have increased their production capacity to keep pace. Today, they have four state of the art plants that can churn out 50 tons of quality traditional namkeens, 20 tons of non-traditional branded products and 5 tons of sweets in a day. Quality There is a strong emphasis on international standards of manufacturing and quality control. There product taste like they have arrived fresh out of granny’s kitchen with hygiene. They are the perfect combinations of vintage India as well as modern India. They have regular laboratory check to ensure that the quality checks at every level from law material to finished products. They have emphasis on waste management, water and energy conservation.
Awards and Achievement Haldiram’s is an ISO 9002 and HACCP recognized company with several awards under our belt.
INTERNATIONAL AWARD FOR FOOD & BEVERAGES awarded by Trade
Leaders Club in Barcelona, Spain in 1994. KASHALKAR MEMORIAL AWARDS 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 Developed Chamber of Commerce & Industry in recognition of creating a successful Indian
Brand. APEDA EXPORT AWARD 2001- 2002 was awarded by Agriculture & Processed Food Product Exports Development Authority for outstanding contribution to the promotion of Agriculture & Processed Food Products during the year 2001-2002. 6
International Food award from TROFEO International Alimentation of Barcelona,
Spain (1999). Shri Shiv kishanji Aggarwal, Chairman of Haldiram's Group has also received a regional award, titled "VIDARBHA GAURAV PURASKAR".
Figure no 1.5 Awards and Achievement Restaurants Haldiram run over 20 restaurants in Delhi and NCR region serving over 100,000 people every day. The open snack menu of Haldiram is an elaborate selection of exotic and ethic Indian delicacies served fresh and a perfect excuse for a housewife to escape routine cooking. The company established restaurants in Delhi. The restaurant devised an innovative strategy to increase its business. It facilitated people who were traveling by train through station to order food from places where stockiest of Halidrams unit were located. The company established restaurants in Delhi. The restaurant devised an innovative strategy to increase its business. It facilitated people who were traveling by train through station to order food from places where stockiest of Halidrams unit were located. Haldiram’s restaurants in Delhi also used innovative ways to attract customers. The restaurant located at Mathura road had special play area for children. To cater to NRI’s and foreign tourists, who hesitated to consume snack foods sold by the roadside vendors since it was not prepared in a hygienic manner, the Haldiram’s restaurant located in South Delhi used
7
specially purified water to make snack foods including Pani Puri and chat papri. These promotional strategies helped Haldiram’s to compete effectively with local restaurant chains such as Nathus, Bikanervala and Aggarwal and with western fast food chains such as McDonald’s and Pizza Hut. Products
Frozen Foods Namkeens Sweets Cookies Sherbets Minute Khana(Microwaveable Food) Papads Pani Puri Bell Puri Chips Royal Temptations Gujarati Snacks South-Indian Snacks Nimbu Masala
Haldiram’s Brand
Haldirams Minute Khana Royal Temptations Southern Delights Tactic Boletus Whoopi’s Baked Bites
Competitors
8
The major’s competitions of Haldiram’s are Bikanervala, Frito Lays, MTR, and Unorganized Sector. The main competitor of Haldiram is Bikano (Bikanervala brand). There are three level of competition for Haldiram’s i.e. Brand, Industry and Form. Levels of competition Brand Industry Form
Bikano, Frito Lays, MTR, Lehar Differentiated oligopoly Samosa, Kachori, Burgers, Pizzas, Bakery Items Etc.
Brand Competition Brand competition includes other companies offering similar products and services to the same customers at similar prices. Companies like Bikano, Frito lays, Lehar are selling namkeens along the same line as Haldiram’s, are considered as brand competition. Industry Competition The namkeens industry is essentially made up of a few players producing the same product partially differential along the lines of quality, packaging and services. This means that the namkeens follow the pattern of “differential oligopoly”. Form Competition Form competition means that competitors who produce item that supply the same service. In case of Haldiram’s, it faces stiff competition from samosa, kachoris etc and other like pizzas, burgers, bakery items as people tend to substitute namkeens very easily with these products. Globalization
9
Haldirams is India’s oldest and most trusted FMCG brand in business of exotic and ethnic Indian food. Haldirams headquartered in New Delhi is world's biggest Indian Food Company with specialty delicacies being sold and served in over the world.
Haldiram's enviable legacy of quality snack food is India's pride and Global interest of priority. Producing 100% Vegetarian Food, Haldirams core brand priority is to promote 'Vegetarianism' globally.
The International Taste In its mission to make available Sweets, Salted Snacks, Savories and Pappadam globally through well established marketing networks, Haldiram's developed a new range of products under the brand name "MO'PLEEZ" covering Vermicelli, Macaroni and 3-D Pellets manufactured on state-of-the-art Italian Machinery. Presently, we export products to Canada, Australia, New Zealand, Italy, Sri Lanka, United States of America, Malaysia, Poland,
10
Singapore, Hong Kong, Qatar, Mauritius, South Korea, South Africa, United Kingdom, Saudi Arabia, United Arab Emirates and many more developed countries.
International Memberships
Snack Food Association (SFA), Virginia, USA European Snack Association (ESA), London, UK International Association Of Amusement Park Attractions, Alexandria, USA
Director and members Haldirams is a family run enterprise ever since. Haldirams is a company full of strong, talented individuals starting with the company leadership. Get to know the inspiring people helping lead Haldirams on its performance-led journey. The company is steered largely by its two directors: Mr. Manohar Lal Aggarwal Chairman & Managing Director Haldirams Group of Companies
[email protected] Mr. Madhu Sudhan Aggarwal Chairman & Managing Director Haldirams Group of Companies
[email protected] Corporate Office Haldiram Group of Companies B1/H3, Mohan Cooperative Industrial Estates Main Mathura Road New Delhi 110044 Phone: +91-11-28898010, 28898011, 4524100 Email:
[email protected] 11
12
Haldiram’s gift pack
Figure 1.6 Haldiram gift packs
13
SWOT AnalysisBikanervala Sab Khaate Hain
Strength Weakness Strong brand Less advertising name Outlets are Variety of limited products Haldira ms Opportunty Threats Expand the hotel Increased business competition Increase the Changing taste number of of people outlets Figure no 1.7 Bikanervala logo Company Profile Bikanervala is one India’s most prominent families in the business of traditional hospitality products like sweets and namkeens.
14
Bikanervala Foods Pvt. Ltd. is an ISO 9001:2000, HACCP and SQF 2000 certified company with a chain of 88 outlets in India and aboard, serving vegetarian North Indian, South Indian, Continental, Chinese cuisine and Fast Food along with a vast variety of traditional Indian sweets and snacks. Bikanervala was started in 1950, when a large family of traditional halwais from the famous city of Bikaner decided to explore business opportunities beyond Rajasthan. They migrated to Delhi and brought with them a treasure of traditional recipes perfected by their forefathers. Bikanervala is running outlets at Delhi and NCR, Agra, Lucknow, Meerut, Allahabad, Ahmadabad, Hyderabad and Jalandhar. Currently, it has 18 company-owned and 20 franchise outlets. The total business generated from franchising stands at 50 per cent. The USP of Bikanervala is committed to hygiene and standardized quality. It has achieved the unique distinction of becoming the first Indian company in its category to have been granted ISO-9001:2008 certificate. Concept/Brands Bikanervala has three brands or concepts of food. They are as following: Bikanervala The traditional Indian sweet shop cum restaurant, here you can find the pleasure & warmth of traditional Indian sweets, namkeens, chat & snacks and 100% pure Vegetarian multi cuisine restaurant which is served & delivered with passion and celebration. Bikanervala concept always has been to innovate and yet maintain the original flavor of traditional Indian food with primary focus on quality, hygiene and affordability.
15
Customer satisfaction is on top at Bikanervala. Bikanervala showrooms are located in India, Nepal, and UAE & New Zealand. Bikano Bikano is our international brand of packaged sweets, namkeens, papad and sherbets manufactured according to the world standards of hygiene and quality. Its packaged products have always been big attractions of customers in both India and abroad. Its food products like namkeens, cookies and syrups have made it the most preferred in between meal snack all over the world. It’s concept of constant innovation through the use of modern technology for packaging retains its original flavor for maximum time period. It’s vast variety of product are available in Bikanervala and Bikano Chat Café outlets and also in super markets in India and Aboard. 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 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 packaged traditional foods at an affordable price to their customer groups are located in corporate houses, mall, and exhibition stalls etc. Their innovative menu and state-of-the-art manufacturing and delivery systems ensures original flavor from kitchen to customer. History Tradition taste that goes back several generations, recipes that have been handed down as precious family treasures from one generation to another, a definitive will to bring good taste to a larger audience and an almost missionary zeal to create an everlasting imprint.
16
Fifty years ago, two brave sweet makers made the journey from their home town Bikaner to India’s bustling capital city. They brought with them secrets of sweets making as their capital and an enthusiasm to present a very different culinary experience to the people who till now were exposed to very different kind of savories. They started small with a shop in Old Delhi’s Moti Bazaar. Soon, their unique taste of the ‘Bhujiya’ and ‘Moong Ki Dal ka Halwa’ found many discerning patrons. Their reputation spread like the lavish aroma of their credible creations and slowly but surely Bikanervala grew into a name easily recalled and referred for every celebrations or even a small snack. The main ingredient of their success was the untiring work ethic and unwavering commitment to quality that the family blended so well with their traditional forte. In its own little way, Bikanervala has contributed to the history of Delhi. Around thirty two years ago, the introduced the city to its first, incredible taste of Kaju katli – a sweet that is almost for every celebration now. From Bikaner to the hearts and minds of people across India and the world, it has been a heartwarming journey for Bikanervala. A sweet aroma of success that will envelope many more in its fold in upcoming time. Quality and Motive At Bikanervala, our basic motive is to offer best services and quality to satisfy our customers throughout the globe. Quality is our passion and this spirit has transformed the traditional Indian sweet-maker into a full-fledged processing food industry. Vision Our vision is to promote India and Indian heritage, culture and cuisine worldwide. We are focusing on customizing Indian food for the Global Market. Good taste takes time to develop. 17
Exclusive recipes go through subtle evolution to become timeless classics. Tradition melds into modernity while still keeping its character intact. Bikanervala is the true essence of the coming together of a grand heritage with innovative energy. It has taken over half a century of focused growth and driven purpose to transform Bikanervala from a traditional sweets and snacks maker to a brand universally recognized as a symbol of great quality and exceptional taste. Today, the 35 Bikanervala outlets spread across India are beacons of a fresh approach to eating out that combines the best of centuries old recipes with modern technology. Bikanervala outlets can be found in Delhi, UP, Haryana, Gujarat, & Andhra Pradesh, Abroad. They have already spread the good cheer and taste and ambassadorship to Nepal, UAE, New Zealand and Singapore. Business model Hygiene, purity of ingredients, totally vegetarian products is the core tenets by which the organization operates. Bikanervala has efficiently married the art of traditional cooking with the science of modern retail to create a fast food delivery model that reflects contemporary expectations. The group is growing at a fast clip with a turnover of $100 million. It is intent on diversifying and creating new delivery formats. Its packaged products brand Bikano is established as a preferred choice in sweets, savories, meals and snacks. Today, Bikanervala commitment to quality and professionalism has found global recognition. Pepsi has partnered with the organization for its Indian namkeens product line. The organization is now scaling to create a global footprint and deliver the same great experience, quality of product and traditional panache to a world-wide audience. 18
The group has pioneered 100 small chat café outlets in Delhi NCR by brand Bikano Chat Café. In addition, the group has opened two fine dining restaurants in Hyderabad & Noida and a hotel in Hyderabad. They are focused on achieving its vision through hard work, commitment and a focus on making customer satisfied through food that is healthy and surprisingly tasty. Growth and expansion During 2009-2010, Bikanervala has opened outlets in cities like Hyderabad and Ahmadabad. The company plans expands in tier II and III cities via franchising in the 2013. Among international projects, the company is running outlets in Dubai, Kathmandu, New Zealand and London and plans to expand further in the countries. Bikanervala is planning to invest Rs 250 crore over three years to open more restaurants and increase production capacity. Under the plan, the company will invest up to Rs 150 crore in adding 60 new restaurants across the country. It will add 10-12 new restaurants every year. The company already has 40 restaurants in India, spread across north India, and Ahmadabad and Hyderabad. The rest, Rs 100 crore, will be utilized in ramping up production capacity at a plant in Haryana. It will also set up a new plant that is expected to come up in Greater Noida. Competitors The major’s competitions of Bikanervala are same as Haldiram’s. They are Haldiram’s, Frito Lays, MTR, and Unorganized Sector. The main competitor of Bikanervala is Haldiram’s mainly with the brand “BIKANO”.
19
These companies offering similar products and services to the same customers at the similar or same price. The namkeens industry is essentially made up of a few players producing the same product partially differential along the lines of quality, packaging and services.
Globalization Today, Bikanervala commitment to quality and professionalism has found global recognition. The organization is now scaling to create a global footprint and deliver the same great experience, quality of product and traditional panache to a world-wide audience. The company is running outlets in Dubai, Kathmandu, New Zealand and London. They have already spread the good cheer and taste and ambassadorship to Nepal, UAE, New Zealand and Singapore. The countries having Bikanervala outlets are Canada, USA, United Kingdom, Germany, China, Middle East Europe, Sri Lanka, Singapore, Thailand, Malaysia, Australia and New Zealand. There are two maps showing distribution of Bikanervala in world and in national territory.
20
Products Chats
and
Snacks Mini Meals and Combo Curries and Breads South Indian Chinese Pizza and Sandwiches Shakes and Kulfis Desserts Sweets Namkeens Syrups Bakery
Directors and Members
21
Mr. Manish Aggarwal Director Bikanervala Foods Pvt. Ltd Mr. Shyam Sunder Aggarwal Managing Director Bikanervala Foods Pvt. Ltd 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.
Figure no 1.8 Bikanervala Certificates Corporate Office Bikanervala Foods Private Limited A-28, Lawrence Road Industrial Area, New Delhi - 110035 (India) Phone: +91-11-47006700 (30 Lines), 27151607, 27151612, 27151614 and 27105958
22
Fax:
+91-11-27196893
23
Bikanervala Gift Pack
24
Figure no 1.9 Bikanervala gift packsSWOT Analysis
Weakness Strength Limited outlets Strong brand Strong name competition Strong from distribution unorganised network Bikanerv sector ala Opportunty Threats Increase its Health outlets consciousness Launch products amongst people for health Increase in cost conscious of raw people materials
25
Difference between Haldiram and Bikanervala Haldiram 1. Haldiram’s has 18 outlets in Delhi and
Bikanervala 1. Bikanervala has 13 outlets in Delhi
NCR. 2. Haldiram’s has larger market share
and NCR. 2. Bikanervala has less market holding
than the Bikanervala. 3. Haldiram’s has very wide product
than the Haldiram. 3. Bikanervala has less product range. 4. Bikanervala prices are affordable as
range. 4. Haldiram’s is quite expensive and not afford by all. 5. Haldiram’s is a big exporter of namkeens to outside the India. 6. Haldiram’s is not spending advertisement and promotion. 7. Haldiram has less holding on gifts
compare to Haldiram. 5. Bikanervala is an also an exporter but comes after the Haldiram. 6. Bikanervala is spending
advertisement and promotion. 7. Bikanervala has good holding on gifts packs as compare to Haldiram.
packs as compare to Bikanervala.
Table no 1.1 Difference between Haldiram and Bikanervala
26
on
Literature Review
A literature review is a text written by someone to consider the critical points of current knowledge including substantive findings, as well as theoretical and methodological contributions to a particular topic. Literature reviews are secondary sources, and as such, do
27
not report any new or original experimental work. Also, a literature review can be interpreted as a review of an abstract accomplishment. Most often associated with academic-oriented literature, such as a thesis or peer-reviewed article, a literature review usually precedes a research proposal and results section. Its main goals are to situate the current study within the body of literature and to provide context for the particular reader. Literature reviews are a staple for research in nearly every academic field.
Pankaj Deshwal, Sahil Khanna (2013) on Service Experience and Consumer Satisfaction in Restaurants in delhi : The purposes of this research are: to validate the Otto and Ritchie (1995) instrument in restaurant/Indian setting; to assess service experience of restaurant customers in Delhi; and to suggest working on areas of dissatisfaction. This study was conducted in west part of Delhi. Descriptive statistics were analyzed using SPSS version 20.0 of software. 200 customers were surveyed on basis that they at least visited the restaurant once in ten days and on basis of convenient. The cross-sectional design was employed to collect the necessary data in order to cover the width of the sensitivity that people of different demographic profiles had to customer service. Questionnaire document equipped with 17 questions. Ordinal scale was used test the sensitivity. It also seeks to get data on the respondent's personal information. Judgmental and convenience sampling method were employed. “Kaiser-Meyer-Olkin” (KMO), “Bartlett’s test of sphericity”, cronbach’s alpha and exploratory factor analysis was conducted. The investigation has been capable of generating useful implications for the restaurant service providers. This instrument may be considered by the managers of restaurants to know where they stand. The factors and items of the instrument may be helpful 28
for marketers when they decide marketing strategy (segmentation, targeting, marketing mix and positioning). These dimensions are also important when managers develop their competitive strategy.
Ms. Latha. K.,(2014 )A Study on Consumer Perception and Satisfaction Towards Restaurants in Coimbatore City One consumer would in general have different consumption behaviors or preferences from another. He may spend money on computers and technical books, while the other may spend on clothing and food. Availability of this information on consumer perception will be of great value to a marketing company, a bank, or a credit card company who can use this information to target different groups of consumers for improved response rate or profit. By the same token, information on consumption preference of the residents in one specific region can help business in planning their operations in this region for improved profit. Therefore, it is very important to have a tool that can help to analyze consumer’s behaviors and forecast the changes in purchase patterns and changes in purchase trend. Objectives of the study The following are the objectives formulated for the purpose of the study • To examine the awareness of respondents about the Restaurants. • To study the respondents perception about the various aspects of the Restaurants. • To find out the reasons for preferring a particular restaurant. • To analyze the level of satisfaction of consumers towards the services provided by the Restaurants. • To provide suitable suggestions on the basis of results of the study.
29
Kota Neel Mani Kanta, P Srivalli (2014) “A Study on Service Quality in Indian Restaurants with Decision- and Experiential-Oriented Perspectives”
Using the decision- and experiential-oriented perspectives as theoretical guides, this article reported an empirical assessment of service quality in restaurant operations. We proposed and tested a conceptual model of service quality using structural equation modeling. Using data from a sample of 284 customers from two large full service restaurants in southern India, we investigated the relationships of service quality, customer satisfaction, and frequency of patronage. The results supported the significant links between service quality and customer satisfaction, service quality and repeat patronage, but not customer satisfaction and repeat patronage. The study has provided important insights into service quality and customer satisfaction in the field of restaurant operations.
Abadh Jibi Ghimire (2012) on Service quality and customer satisfaction in the restaurant business:
This thesis was done in Vantaa, in the Nepalese restaurant Sagarmatha located in Helsinki. The working life instructor of the thesis was Purna Chandra Adhikari, the manager of the Restaurant Sagarmatha. The aim of the thesis was to give quality service and make the customer satisfied. In the food industry there are fewer opportunities for building up competitive benefits unless knowledge applying to the business environment is analyzed. Meantime, there is price pressure caused by the absence of opportunities for product differentiation, product identification and product acquaintance, particularly in Finland. At the moment, there are more than six
30
hundred ethnic restaurants in Helsinki only, and Vantaa, as a gateway to Finland, has more than fifty ethnic restaurants.
31
Methodology
RESEARCH METHODOLOGY
32
Research methodology is the process used to collect information and data for the data of making business decisions. The methodology may include publication research, interviews, surveys and other research techniques and could include both present and historical information. It is systematic analysis of the methods applied to a field of study. Research Objective The main objective of the comparative study between Haldiram and Bikanervala is to compare and understand the competitive market between them on various factors like taste, product variety, product quality, cleanliness, price, availability, ambience (environment), advertising & promotion and services and also which is more preferable by consumers for namkeens, sweets and snacks. Data source For this research study primary data as well as secondary data is collected. Primary Data Primary data is the first hand collected data by means of surveys, observations or experimentations. In it, primary data is collected is collected from the customer through questionnaire. Secondary Data Secondary data is the data collected by other and used by some else for different purpose of work. In it, secondary data is collected from websites.
Questionnaire Design A questionnaire is a series of questions asked to the customers to obtain the information about the same topic.
33
The questionnaire is a closed ended questionnaire includes questions that limit respondents with a list of answer choice from which they must choose to best answer given in the form of MCQ. It is related to the Haldiram and Bikanervala companies in order to find out which company is more preferable by the customer in different different aspects. Sample Design Area - Delhi Time taken - 25 days Method of data collection - Questionnaire Sample size - 50
34
Data Analysis and Interpretation
DATA ANALYSIS & INTERPRETATION 1. Are you aware of Haldiram and Bikanervala food chain? Yes No
35
Brand Awareness No of respondent Percentage(%) Yes 50 100 No 0 0 Total 50 100 Table no: 4.1 Awareness of Haldiram and Bikanervala food chain
Awareness 120 100 80 Percentage
60 40 20 0
YES
NO Axis Title
Figure no: 4.1 aware of Haldiram and Bikanervala food chain Interpretation:-
36
According to survey conducted it has been found that the out of 50 people everybody each and every person is aware of Haldiram’s and Bikanervala food chain. Everyone is aware of such food chain and its food products as shown in the above graph. 2. How often do you eat out? Daily Once or more in a month
Once or more in a week occasionally
Eat out
No of respondent
Percentage (%)
Daily
2
4
Once or more in a week
10
20
Once or more in a month
8
16
Occasionally
30
60
Total 50 Table no: 4.2 How often do you eat out
Eat out 70 60 50 40 30 20 10 0 percentage
37
100
Figure no : 4.2 How often do you eat out Interpretation:According to the survey conducted it has been found that the out of 50 peoples 2 are eating out daily, 10 eat once or more in a week, 8 eat once or more in a month and 30 people eat occasionally. It shows that the more than 60% people eat out occasionally and rest of the 40% people eat daily, weekly or monthly as shown in the above graph.
38
3. On which occasion do you eat out? Birthday or any celebration Hang out with friends
Try something new Combinations
Occasion of eat out No of respondent Birthday or any celebration 5 Try something new 6 Hang out with friends 12 Combinations 27 Total 50 Table no 4.3 Occasion of eat out
Occasion of eat out 60 50 40 30 20 10 0 percentage
Figure no: 4.3 Occasion of eat out
39
Percentage (%) 10 12 24 54 100
Interpretation:According to the survey conducted it has been found that the out of 50 peoples, 5 are eating out on the occasion of birthday, 6 are going out to trying something new, 12 are hang out with their friends and rest of people eat out in combinations i.e. more than 1 occasions i.e. birthday plus hang out with friends as shown in the above graph.
40
4. Which one do you prefer for sweets? Haldiram
Bikanervala
Preference for sweets No of respondent Haldiram 29 Bikanervala 21 Total 50 Table no: 4.4 Which one do you prefer for sweets
Percentage (%) 58 42 100
Preference for sweets 60 50 40 percentage 30 20 10 0
Haldiram
Bikanervala
Figure no: 4.4 Which one do you prefer for sweets Interpretation:-
41
According to the survey conducted it has been found that the majority of people i.e. 58% refer Haldiram’s for the sweets and rests of the people i.e. 42% refer Bikanervala for the sweets as shown in the above graph.
42
5. Which one do you prefer for Indian snacks and fast food? Haldiram Bikanervala Preference for Indian No of respondent Percentage (%) snacks and fast food Haldiram 32 64 Bikanervala 18 36 Total 50 100 Table no: 4.5 which one do you prefer for Indian snacks and fast food
Preference for indian food and fast food 70 60 50 40 percentagre
30 20 10 0
HALDIRAM
BIKANERVALA
Figure no: 4.5 Which one do you prefer for Indian snacks and fast food Interpretation:43
According to the survey conducted it has been found that the out of 50 peoples, 32 people choose Haldiram for Indian snacks and fast food and 18 people choose Bikanervala for the same as shown in the above graph.
44
6. Which one do you prefer for Namkeen? Haldiram Bikanervala Preference for namkeen No of respondent Haldiram 36 Bikanervala 14 Total 50 Table no: 4.6 Which one do you prefer for Namkeen
Percentage (%) 72 28 100
Perference for namkeen 80 70 60 50 percentage 40 30 20 10 0
HALDIRAM
BIKANERVALA
Figure no: 4.6 Which one do you prefer for Namkeen Interpretation:-
45
According to the survey conducted it has been found that the out of 50 peoples, 36 people choose Haldiram for namkeens and 14 people choose Bikanervala for the same as shown in the above graph.
46
7. Whose product quality do you find better? Haldiram Bikanervala Product quality No of respondent Haldiram 38 Bikanervala 12 Total 50 Table no: 4.7 Whose product quality do you find better
Percentage (%) 76 24 100
Product quality 80 70 60 50 percentage 40 30 20 10 0
HALDIRAM
BIKANERVALA
Figure no: 4.7 Whose product quality do you find better Interpretation:-
47
According to the survey conducted it has been found that the out of 50 peoples, 38 people choose Haldiram for product quality and 12 people choose Bikanervala for the same as shown in the above graph.
48
8. Whose product range is wider? Haldiram Product range Haldiram Bikanervala Total Table
Bikanervala No of respondent 35 15 50 no:
Percentage (%) 70 30 100 4.
Product range 80 70 60 50 percentage 40 30 20 10 0
HALDIRAM
BIKANERVALA
8 product range is wider
49
Whose
Figure no: 4.8 Whose product range is wider Interpretation:According to the survey conducted it has been found that the out of 50 peoples, 35 people choose Haldiram for wider product range and 15 people choose Bikanervala for the same as shown in the above graph.
50
9. Whose price range is more affordable? Haldiram
Bikanervala
Affordability No of respondent Haldiram 20 Bikanervala 30 Total 50 Table no: 4.9 Whose price range is more affordable
Percentage (%) 40 60 100
Affordability 70 60 50 40 percentage
30 20 10 0
HALDIRAM
BIKANERVALA
Figure no: 4.9 Whose price range is more affordable Interpretation:-
51
According to the survey conducted it has been found that the out of 50 peoples, 20 people opt Haldiram in case of affordability and 30 people opt Bikanervala for the same as shown in the above graph.
52
10. Whose taste you like more? Haldiram
Bikanervala
Taste No of respondent Haldiram 40 Bikanervala 10 Total 50 Table no: 4.10 Whose taste you like more
Percentage (%) 80 20 100
Taste 100 80 60 percenatge
40 20 0
HALDIRAM
BIKANERVALA Axis Title
Figure no: 4.10 Whose taste you like more Interpretation:-
53
According to the survey conducted it has been found that the out of 50 peoples, 40 people choose Haldiram for taste preference and 10 people choose Bikanervala for the same as shown in the above graph.
54
11. In your opinion which one is clean and hygienic? Haldiram Bikanervala Both Clean and hygienic No of respondent Percentage (%) Haldiram 12 24 Bikanervala 13 26 Both 25 50 Total 50 100 Table no: 4.11 In your opinion which one is clean and hygienic
Clean and hygienic 60 50 40 percentage 30 20 10 0
HALDIRAM
BIKANERVALA
BOTH
Figure no: 4.11 In your opinion which one is clean and hygienic Interpretation:-
55
According to the survey conducted it has been found that the out of 50 peoples, 50% people feel both Haldiram and Bikanervala are clean and hygienic. Rest of 25 people, 12 feels Haldiram and rest 13 feel Bikanervala is clean and hygienic as shown in the above graph. 12. Whose ambience you like more? Haldiram
Bikanervala
Ambience No of respondent Haldiram 37 Bikanervala 13 Total 50 Table no: 4.12 Whose ambience you like more
Percentage (%) 74 26 100
Ambience 80 70 60 50 percentage 40 30 20 10 0
HALDIRAM
BIKANERVALA
56
Figure no: 4.12 Whose ambience you like more Interpretation:According to the survey conducted it has been found that the out of 50 peoples, 37 people like Haldiram’s ambience and rest 13 people like Bikanervala’s ambience as shown in the above graph.
57
13. Whose location and availability suits you more? Haldiram Bikanervala Location and availability Haldiram Bikanervala Total Table no: 4.
No of respondent 25 25 50
Percentage (%) 50 50 100
location and availability 60 50 40 percentage 30 20 10 0
Haldiram
Bikanervala
13 Whose location and availability suits you more
58
Figure no: 4.13 Whose location and availability suits you more Interpretation:According to the survey conducted it has been found that the out of 50 peoples, equality is seen i.e. 50-50 people having Haldiram’s as well as Bikanervala nearby outlets as shown in the above graph.
59
14. Which one scores more in advertising and promotion? Haldiram Bikanervala Advertising and promotion Haldiram Bikanervala Total Table no: 4.
No of respondent 18 32 50
Percentage (%) 36 64 100
Location and promotion 70 60 50 40 percentage
30 20 10 0
HALDIRAM
BIKANERVALA
14 Which one scores more in advertising and promotion
60
Figure no: 4.14 Which one scores more in advertising and promotion Interpretation:According to the survey conducted it has been found that the out of 50 peoples, 32 peoples thinks that Bikanervala scores more in advertising and promotions as compare to Haldiram as shown in the above graph.
61
15. Whose services do you like more? Haldiram Services Haldiram Bikanervala Total Table
Bikanervala
No of respondent 32 18 50 no:
Percentage (%) 64 36 100 4.
Service 70 60 50 40 percentage
30 20 10 0
HALDIRAM
BIKANERVALA
15 Whose services do you like more
62
Figure no: 4.15 Whose services do you like more Interpretation:According to the survey conducted it has been found that the out of 50 peoples, 32 people like Haldiram’s service and rest 18 people like Bikanervala’s services as shown in the above graph.
63
16. Who is best in your view? Haldiram Best in view Haldiram Bikanervala Total Table
Bikanervala No of respondent 40 10 50 no:
Percentage (%) 80 20 100 4.
Best in view 90 80 70 60 50 percentage
40 30 20 10 0
HALDIRAM
BIKANERVALA
16 Who is best in your view
64
Figure no: 4.16 Who is best in your view Interpretation:According to the survey conducted it has been found that the out of 50 peoples, 40 people choose Haldiram’s as the BEST and rest 10 people choose Bikanervala as the BEST as shown in the above graph.
Finding and Conclusion
65
Finding
According to survey conducted it has been found that the out of 100 people everybody each and every person is aware of Haldiram’s and Bikanervala food chain. Everyone is aware of such food chain and its food products as shown in the
graph. According to the survey conducted it has been found that the out of 100 peoples, 65 people like Haldiram’s service and rest 35 people like Bikanervala’s services as
shown in the graph. Services includes like seating arrangement, self service etc. According to the survey conducted it has been found that the out of 100 peoples, 10 are eating out on the occasion of birthday, 11 are going out to trying something new, 24 are hang out with their friends and rest of people eat out in combinations i.e.
more than 1 occasions i.e. birthday plus hang out with friends as shown in the graph. According to the survey conducted it has been found that the majority of people i.e. 57% refer Haldiram’s for the sweets and rests of the people i.e. 43% refer
Bikanervala for the sweets as shown in the graph. According to the survey conducted it has been found that the out of 100 peoples, 65 people choose Haldiram for Indian snacks and fast food and 35 people choose
Bikanervala for the same as shown in the graph. According to the survey conducted it has been found that the out of 100 peoples, 73 people choose Haldiram for namkeens and 27 people choose Bikanervala for the same as shown in the graph. 66
According to the survey conducted it has been found that the out of 100 peoples, 76 people choose Haldiram for product quality and 24 people choose Bikanervala for
the same as shown in the graph. According to the survey conducted it has been found that the out of 100 peoples, 70 people choose Haldiram for wider product range and 30 people choose Bikanervala for the same as shown in the graph. This shows that Haldiram’s has wider range than
the Bikanervala range. According to the survey conducted it has been found that the out of 100 peoples, 40 people opt Haldiram in case of affordability and 60 people opt Bikanervala for the same as shown in the above graph. This says that whether the Bikanervala is not
famous as Haldiram but it is afforded by everyone. According to the survey conducted it has been found that the out of 100 peoples, 80 people choose Haldiram for taste preference and 20 people choose Bikanervala for
the same as shown in the graph. According to the survey conducted it has been found that the out of 100 peoples, 50% people feel both Haldiram and Bikanervala are clean and hygienic. Rest of 50 people, 25 feels Haldiram and rest 25 feel Bikanervala is clean and hygienic as
shown in the graph. According to the survey conducted it has been found that the out of 100 peoples, 80 people choose Haldiram’s as the BEST and rest 20 people choose Bikanervala as
the BEST as shown in the graph. According to the survey conducted it has been found that the out of 100 peoples, 74 people like Haldiram’s ambience and rest 26 people like Bikanervala’s ambience as shown in the graph. People feel good in Haldiram’s outlets as compare to
Bikanervala outlets. According to the survey conducted it has been found that the out of 100 peoples, equality is seen i.e. 50-50 people having Haldiram’s as well as Bikanervala nearby outlets as shown in the graph. It shows that they captured the market fully.
67
According to the survey conducted it has been found that the out of 100 peoples, 65 peoples thinks that Bikanervala scores more in advertising and promotions as
compare to Haldiram as shown in the above graph. According to the survey conducted it has been found that the out of 100 peoples 4 are eating out daily, 20 eat once or more in a week, 16 eat once or more in a month and 60 people eat occasionally. It shows that the more than 60% people eat out occasionally and rest of the 40% people eat daily, weekly or monthly as shown in the graph.
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 5. 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. 6. 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. 7. Study was limited to institutional outlets stocking in NCR. 8. Information collection took so many days. 9. The amounts of sales or sales volume may different in different months.
Recommendation
1. Company should consider the problems of retailers and canteen’s owner. 2. Company should problems of distributors. 3. Resettlement of dispute like non payments and wrong commitment problems is necessary by another executive. 4. Stand should be provided to needy retailers because another company’s executive creates problem. 68
5. Company should give the stands and racks to each and every counters where its product is sold. 6. Company should prevent the interference of distributor in each others areas. 7. Company should prevent the undercutting in market. 8. Company should prevent the wholesale disturbance. 9. Company should give the incentives to its executives as extra benefits after salary. 10. Company should listen and care of sales executive. 11. Company should recognize the problems in market. 12. The very necessary work is market screening and recognizing the strength and weaknesses of competitors. 13. 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. 14. Company should provide display to canteens and cafeterias. 15. Company should paints the walls of cafeterias time to time because its competitors do this, this will bound the retailers to sale our product.
69
Conclusion In this research, it has found that as compared to Bikanervala, Haldiram’s has a strong brand image in front of its customers and people like their sweets and food over Bikanervala but there is very close competition between the two companies i.e. Haldiram’s and Bikanervala. The Haldiram’s is ahead of Bikanervala by just few steps away. So, if Bikanervala works towards improving its brand image and product quality it can easily capture Haldiram’s customers. Haldiram’s should take steps to maintain its position in the market1. Haldiram’s should continue to maintain its quality standards as people like them for their high quality products. 2. Haldiram’s should keep its prices according to their customer’s affordability. 3. It should introduce new products from time to time so that their product ranges get wider than its competitors. 4. Haldiram’s management should a strong emphasis on its cleanliness and regularly checks out that the hygiene is maintained or not. 5. Haldiram’s should open its more outlets in Delhi so that people could reach easily and their customers will increase. 6. Haldiram’s should also focus on advertising and promotions so that the target market gets know about its offers etc.
Bikanervala should take steps to captured the market1. Bikanervala should increase its product quality as compare to the Halidram. 2. Bikanervala should introduce more products i.e. increase its product line.
70
3. Bikanervala should open its outlets in Delhi so that people easily reached to the outlets. 4. Bikanervala should maintain its affordable price range for all kind of customer.
BIBLIOGRAPHY BOOKS Kotler, Philips., (1998), Marketing Management,3rd edition Prentice hall of India ltd Kothari, C.R.,(2003), Research Methodology, 2nd edition, vikas publishing house pvt
71
ltd, new delhi Kotler, Philip.,(2012), Marketing Management, 13th Edition, PEARSON Education. WEBSITES
http://en.wikipedia.org/wiki/Haldiram's http://www.haldirams.com/?gclid=CKittL7N2cQCFYcnjgodVREAig http://www.bikanervala.com/bikanervala/giftpack.aspx http://en.wikipedia.org/wiki/Bikanervala
MAGAZINES, JOURNALS AND NEWSPAPERS Company Broachers and Leaflets, about retail shops.
Appendices QUESTIONAIRE (Your information will be kept confidential) Personal Details:Name
……………………..
72
Note: Please tick mark () in the box
1. Are you aware of Haldiram and Bikanervala food chain? Yes No 2. How often do you eat out? Daily Once or more in a month
Once or more in a week occasionally
3. On which occasion do you eat out? Birthday or any celebration Hang out with friends
Try something new Combinations
4. Which one do you prefer for sweets? Haldiram
Bikanervala
5. Which one do you prefer for Indian snacks and fast food? Haldiram Bikanervala 6. Which one do you prefer for Namkeen? Haldiram Bikanervala 7. Whose product quality do you find better? Haldiram Bikanervala 8. Whose product range is wider? Haldiram
Bikanervala
9. Whose price range is more affordable? Haldiram
Bikanervala
10. Whose taste you like more? Haldiram
Bikanervala
11. In your opinion which one is clean and hygienic? Haldiram Bikanervala Both 12. Whose ambience you like more? Haldiram
Bikanervala
13. Whose location and availability suits you more? Haldiram Bikanervala 14. Which one scores more in advertising and promotion? Haldiram Bikanervala 73
15. Whose services do you like more? Haldiram
Bikanervala
16. Who is best in your view? Haldiram
Bikanervala
74
