RESEARCH PROJECT WORK TITLED
A COMPARATIVE ANALYSIS OF HALDIRAM VS BIKANER OFFERINGS
SUBMITTED IN PARTIAL FULFILLMENT OF PROGRAM
MBA (4th SEMESTER)
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
4
INTRODUCTION
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.
5
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? 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.
6
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.
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 7
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 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:
8
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.
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 9
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”.
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.
10
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
European Snacks Association
Snacks Food Associations, Virginia, U.S.A.
11
ISO: 9001-2000 Certification and HACCP Certification
by
Det
Norske
Veritas
of
Netherlands.
COMPANY EXPORT
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.
12
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.
PROSPECTIVE MARKET
Prospective markets for our Products
13
Prospective market for Brand Haldirams 1. Russia 2. Ukraine 3. Uk 4. Madagascar 5. Reunion 6. China
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.
14
NAMKEEN
SWEETS
PAPAD
GIFT BOXES
BAKERY PRODUCTS
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 :
[email protected]
15
Chennai Office : Haldiram Foods International Ltd. No 1/2, Peeran Streets, Saligram, Near AVM Studio, Opp. Sooriya Hospital, Chennai -600 093. Ph: e-mail:
[email protected]
Products IN DI A N F E S TI V A
16
L S hr i G a n e s h C h at ur th i
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
MODAK 17
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. KAJU KATLI 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. 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 , 18
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 Shri Rameshwarlal
19
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 20
to improve the shelf life of 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 prepartition 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 21
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 upgradation on technology, 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
22
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 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 DelhiJaipurHighway 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 23
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.
24
BIKANER COMPANY PROFILE HISTROY
25
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 Today,
Technology. 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
26
Our Concepts
27
BIKANERVALA
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 28
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.
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
29
Vision
To savour and share the century old
culinary
heritage
of
Bikanervala with ultimate taste and
relishing
ensuring
freshness
superior
and
customer
experience by providing highest standards of product quality & service.
Certifications
30
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
31
ISO 9001:2000
HACCP
REGISTRATION
BIKANERVALA 32
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 packaging retains its original flavour for maximum time
33
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 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.
34
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.
35
The objective of the project is to study
on the basis of 4P’s of marketing
mix: •
Product
•
Price
•
Place
•
Promotion
The project is to understand the
consumer attitude and buying behavior
Towards Hladiram and Bikaner products.. why they use these products.
36
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 37
•
Paprika
•
Mast Masala
•
Bolelos
•
N salt
Taste of chips Pudina treat Peprika
Taste of pudina -
Taste of green chill
Mast masala Classic salt Boletos N salted
Taste of Tomato Plain $ only salted.
-
Masala salted
Ruffles:•
Takatak
•
Woo pies
Namkeen:38
•
Bhujia
•
Aalu Bhujia
•
All in one
•
Kaju Mixer
•
Kashamiri mixer
•
Bombay mixer
•
Nut cracker
Peanut •
Plain
•
Salted
•
Masala
•
Panch rattan
•
Khan meether
•
Neembu Masala
Channa •
Bombay Channa
•
Madrasi Channa 39
•
Kabuli Channa
•
Channa Dal
Mix •
Pinnet Mix
•
Mir chi Pinnet
•
Chapatti Dal Papad •
Javitri
• Medium • Punjabi •
Mir chi
Syrup •
Mango pana
•
Kaala khata
•
Thandi 40
•
Badam kesariya
•
Rose
•
Khus
•
Lemon
Pickles •
Mango
•
Mir chi
•
Lemon
•
Mix
Sweets There are so many sweets at show room but only few are available in packets and canes •
Soon papari
•
Soan cake
•
Raasgulla
•
Chumchm
•
Gulab jamun 41
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: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. 42
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. 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 43
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. 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.
44
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 ►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. 45
►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.
46
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. • To study the distribution channel used by the companies to market
these products. To study the Promotional-Mix (such as Advertising, Personal selling
47
,
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, u ses) 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.
48
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 of these items strengthens the purchase decision while for others failure to include 49
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. 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 50
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. 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. 51
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, freesamples,on-thespot demonstration, pricing, shelf talkers, special offers, and other point-ofsale methods. According to American Marketing Association, merchandising encompasses
"planning
involved
in
marketing
merchandise or service at the right place, at the right time,
the right 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: •
why consumers make the purchases that they make?
52
•
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
your
need
to
eat.
53
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. 3. Purchase
decision--Choose
buying
alternative,
includes
product,
package, store, method of purchase etc.
54
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
communication
sales 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 55
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 56
Research design:Type: Sources
Exploratory (Preliminary Investigation) survey by means of structured undisguised and
of information
general face to face interaction with outlet holders
Area of sampling:
and used some secondary data. NCR.
1.Have you heard about Haldiram and Bikanervala ?
57
INTERPRETATION-
2. Do you prefer Haldiram and Bikanervala’s products?
58
INTERPRETATION-
3. Which product do you like most of Haldiram’s and Bikanervala”s?
59
INTERPRETATION-
4. What compels you to consume it?
60
INTERPRETATION-
5. Do you think both acquire a good name in the market?
61
INTERPRETATION-
6. What is your source of information regarding theses brands?
62
INTERPRETATION-
7. At which brand of fast food restaurant chain would you consider eating?
63
INTERPRETATION-
8 . Which is your favourite fast food Indian restaurant chain ?
64
INTERPRETATION-
9. How favourable is your attitude towards haldiram & Bikanervala?
65
INTERPRETATION-
10. How likely would you be to recommend Haldiram to others?
66
INTERPRETATION-
11. What do you like the most about Haldiram and bikanervala?
67
INTERPRETATION-
12. To what extent does Halidram’s offer advantages that other brands cannot?
68
INTERPRETATION-
13. Haldiram’s & Bikanervala is.
69
INTERPRETATION-
14. How well do each of the following words describes this brand?
70
INTERPRETATION-
15. Haldiram and Bikanervala are more than a product to me?
71
INTERPRETATION-
Research Findings
72
•
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.
•
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.
73
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.
•
The amounts of sales or sales volume may different in different months.
74
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.
•
3) Market share of Haldiram namkeens & Bikanervala is more than double of its competitors.
75
•
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.
76
•
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
•
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.
77
•
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.
•
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. 78
•
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.
•
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.
79
APPENDICES RESEARCH PROJECT WORK Questionnaires 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.
80
I would be highly grateful to you if you spare your valued time in filling up this questionnaire.
Name: ………………………………………………………………………………………………... Occupation: Student / Service / Business 1.Have you heard about Haldiram and Bikanervala ? a. Yes b. No
yes No
Interpretation:
81
2. Do you prefer Haldiram and Bikanervala’s products? a. Yes
b. No
yes86%
No 14%
Interpretation:
82
3. Which product do you like most of Haldiram’s and Bikanervala”s? a. Sweets b. namkeen c. chaats d. Chips
sweet 12% Namkeen 51% Chat 26% Chips 11%
Interpretation: 83
4. What compels you to consume it? a. Brand name b. Variants c. Quality d. Price. E . other
Brand name33% Variants21% Quality 35% Price 9% Other 2%
Interpretation:
84
5. Do you think both acquire a good name in the market? a. yes b. No c. Can’t say
yes93% No 7% Can’t say 00%
Interpretation:
85
6. What is your source of information regarding theses brands? a. Advertising b. Live demonstration c. Home shopping d. Retail outlet.
Advertisement31% Live Demonstration 215 Home shoping25% Retail outlet 23%
Interpretation:
86
7.
At which brand of fast food restaurant chain would you consider
eating? a. Bikanervala b. Evergreens c. Haldiram d. Sagar ratna
Bikanervala 32% Evergreen 14% Haldiram 49% Sagar Ratna 5%
Interpretation:
87
8 . Which is your favourite fast food Indian restaurant chain ? a. Bikanerwla b. Haldiram c. Bengali sweets d. Sagar ratna
Bikanervala30% Haldiram45% Bengali sweets 17% Sagar Ratna8%
Interpretation:
9. How favourable is your attitude towards haldiram & Bikanervala? 88
a. Highly positive b. Positive c. Neutral d. Negative
HIghlyPositive 46% Positive 32% Neutral 17% Negative
Interpretation:
10. How likely would you be to recommend Haldiram to others?
89
a.Highly recommendable b.
Recommendable
c.
Less
recommendable d.Not worth
Highly Recommendable 67% Reommendable 35% Less recommendable 8% Not worth
Interpretation:
90
11. What do you like the most about Haldiram and bikanervala? a. Quality b. Price c. Ambience d. Service
Quality 45% Price 25% Ambiance8% service 22%
Interpretation:
91
12. To what extent does Halidram’s offer advantages that other brands cannot? a. High b. Medium c. Low
High 59% Medium30% Low 11%
Interpretation:
92
13. Haldiram’s & Bikanervala is. a.Innovative b. Knowledgeable c. Trustworthy d. . Admirable
e.
Hygienic
Innovative 20% Knowledgeable 22% Trustworthy 42% Admirable 32% Hygienic 4%
Interpretation:
93
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
Down to earth 7% Honest 25% Daring15% Reliable 33% Successful 20%
Interpretation:
94
15. Haldiram and Bikanervala are more than a product to me? a. Yes b. No c. Can’t say
Yes72% No 21% Can't say 7%
Interpretation:
95
BIBLIOGRAPHY Book 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
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