Professional Documents
Culture Documents
Marketing Project Report On Haldiram S
Marketing Project Report On Haldiram S
PROJECT REPORT ON
PRESENTED TO
PRESENTED BY
ASHWANI KUMAR, SESSION 20012-14
ROLLNO.1279270009,
In the guidance of
INDUSTRY MENTOR
1
FACULTY MENTOR
GAURAV MAHAJAN
DR. PRACHI NAGAR
MARKETING MANAGER
HALDIRAM SNACKS PVT.LTD
PROFESSOR
IAMR
BONAFIDE CERTIFICATE
DECLARATION
I, ASHWANI KUMAR, hereby dclare that the Project Report entitled
MARKETING RESEARCH AND SALES & DISTRIBUTION in
HALDIRAMS COMPANY is an original work done by me & submitted to
Department of Management studies under the guidance of Dr. Prachi Nagar,
Professor, Institute of Advanced Management and Research For the award
of MASTER OF BUSINESS ADMINISTRATION. For the further dclaration that
this report has been purely and truly submitted to the respective college.
ASHWANI KUMAR
MBA
Roll no-1279270009
ACKNOWLEDGEMENT
Perseverance inspiration and motivation have always played a key role in success of
any venture. I hereby express my deep sense of gratitude to all the personalities involved
directly and indirectly in my project work.
I would thank to God for their blessing and my parents also for their valuable Suggestion
and support in my project report.
I express my sincere thanks to my company guide Mr. Gaurav Mahajan, Manager of
marketing & sales, Haldirams snacks pvt ltd, Noida for giving me an opportunity to work under
his guidance and support during the course of the project. I would also like to thank Mr Avnish
Sharma marketing team member, Ghaziabad for their valuable inputs and suggestions that have
played a crucial role at every stage in the development of the project.
I would also like to thank MR. Anurag Goel (Senior Sales Officer) for his guidance and better
co-operation and help that is being provided in collecting the data and filling the questionnaire.
I owe a special debt of gratitude to the entire individual and retailers, distributors &
consumers who helped me in completing the project and to all the retailers for their better
cooperation & help being provided by them
Last but not the least; I would like to express my sincere gratitude to all faculty
members who have taught me in my MBA curriculum and our Director Prof. Tushar Kanti who
has always been a source of guidance, inspiration and motivation. However, I accept the sole
responsibility for any possible errors of omission and would be extremely grateful to the readers
of this project report if they bring such mistakes to my notice.
(ASHWANI KUMAR)
4
TABLE OF CONTENT
1) Executive summary
2) Introduction
3) Company Profile
4) Product
5) Outlets
6) About the competitor
7) Objective
8) Research Methodology
9) Research Design
10)
11)
Swot Analysis
12)
Marketing Mix
13)
14)
Findings
15)
Suggestion
16)
Limitations
17)
Bibliography
18)
Questionnaire
EXECUTIVE SUMMARY
There are many varieties of snacks foods, which are produced in India, and the type of snack
food varies according to the region. The snacks market has changed with the advent of
innovative products. It has emerged as a fast, customized and large market. There is also a
changing perception of consumers towards processed foods, served in centralized food service
system. The primary reason for these changes is the dynamic marketing environment in the
snacks business. Changes in the marketing environment have generated a need to reconsider
the managerial perspectives on marketing in the snacks business. And in this new arena of
increased competition and market saturation Haldirams is still doing well with highly satisfied
customers. As it has very skilled management who can easily sense customer requirement,
maintain product quality and frequent market research always assures product authenticity in
the market.
This Project has given me a great learning experience and at the same time it has provided me
enough scope to implement my analytical ability. This project has helped me to know the
importance of customer complaints, vendor development, use of MIS and ERP, promotional
strategies of Haldirams, market visit, sales & distribution forecasting and market survey.
The analysis and study presented in this Project Report is based on data analysis, market
research, and thorough study of marketing strategies used in Haldirams to maintain its
brand equity in the niche market. This Project as a whole provided insights into the
different facts of marketing in an organization but the major focus can be divided
majoring into four parts viz. market survey, research, promotional strategies and
sales&distribution.
PURPOSE OF REPORT
The purpose of the report is to learn the facets of marketing and do the forecasting of sales and
laminates for Haldiram PVT. LTD. Along with that I have also worked in the following areas: Sales and distribution
6
INTRODUCTION
This project is done through EDS and under the title Marketing and Sales &Distribution
Preparing this project I went to each and every distributors & retailers because I was doing
market research & sales research. It include, total market volume that is being sold in grocery
shop small shops and from distributors and retailers shopping malls big bazaar, and others where
chips and namkeens are sold.
I have collected about all the product of Haldirams but worked basically for chips and
Namkeens segments.
I went to the retailers and saw the chips and Namkeens there I observe the following things
Whether our product is available or not at that canteen.
If not then we saw of which company product is available.
How much sale is of that particular counter and what the sales volume that counter may give
to us.
What is the strength of that particular counter?
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 & consumers
If we didnt get our product we said about us, about our products, about the margin what about
margin difference, comparing the competitors product and margin provided by them.
And then we made them understand the extra facilities and unique selling point of our product
and make them ready to sale our product. Thus we developed the market for Haldirams
product.
After this we saw the competitors product (quantity) and asked the strength. We also counted
the signage and a stand of all the competitors company and Haldirams which is at that
particular store.
After all I create a daily survey report and listed the total shops & canteens
available in Ghaziabad. And then analyses the data which was collected from market. And then
come to a conclusion on the basis of that analyzed data and information. After all it becomes
possible to make a meaningful and useful report.
COMPANY PROFILE
HaldiRams Corporate Success Story Dreams Blooming into Reality
HaldiRams : The Company which is today synonymous with Indian snacks and sweet food
market started the first chapter of the saga, as a small sweet shop in Bikaner, Rajasthan in 1935
. By 1982, the company had set up its business in Kolkata, Nagpur & the bustling ChandniChowk in Delhi.
An important diversification was inroads into the restaurant business with HaldiRam having 11
restaurants cum showrooms at premium locations of Delhi & NCR with plan to open various
outlets in Northern India.
Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S. Agarwal and
backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish & Umesh Agarwal) and
Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal (Consultant) , Rahul Kathuria , VK
Gupta, Mr. A.K. Tyagi) , today, the Vision and Mission of the company is to have global
presence as Food & beverage company through
Innovation
Professionalization
Expansion
Strategic Approach
8
the local palates (30 40% of Haldiram flavours are sensitized to suit local taste) has resulted
in creating a loyal consumer base . Also no Modern trade is complete without stocking
HaldiRams products.
Also the Supply Chain which is broken down into two categories of retail and institutional sales
is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.
HaldiRam has managed details of right technology, packaging standardizations, consumer
affordability, quality tasty products, and volume deliverables extremely well to weave the
magical success saga.
Last but not the least, the People behind the product the local talent needs mentioning as they
have helped HaldiRam grow big.
Today, Haldiram can proudly claim that what began as a small-time enterprise in India is a
global phenomenon now and HALDIRAMS IS WAY OF LIFE FOR INDIANS NO
MATTER WHICH COUNTRY THEY LIVE IN.
Present
Stock Now
Today, Haldirams is a 1735.9 cr brand that is a familiar sight on shelves across the USA, UK
and the Middle East. Non Resident Indians carry back packets of Haldirams along with the
farewells and nostalgia. And it is this name that they look for as they scan shops for familiar
scents and sights.
9
Presently it has four plants in and around Delhi that produce 50 tonnes of namkeens (56
varieties), 20 tonnes of chips, papad (7 varieties) and fun food and 5 tonnes of tinned sweets
(12 varieties) and soan papdi, on daily basis. Two more production units are coming up which
will not only increase capacity but also makes it possible for us to introduce new product lines.
For over 60 years now, the firm has been unifying the palate of India. It has not been the
simplest of tasks; India speaks different taste buds to match. However, today it is a name that
has become synonymous with taste and quality not only within India but the world over.
Today Haldirams occupies considerable shelf space at prominent supermarkets the world over:
Tesco, Summerfield, Sipneys, and Carrefore. From traditional Indian sweets and savouries to
the more international chips, cookies, nuts and sherbets, its products are fast capturing the
imagination of people making it possible for it to aim for deep penetration in the Middle East,
East Europe and parts of North Africa.
Future
Leveraging Our Existing Equity
The firm plans to leverage its equity in the domestic and international market to become a food
corporation with not just branded products under its belt but also restaurants, retail chains and
wide portfolio that includes such diverse products as milk-based food and noodles.
In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan, Columbia,
Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies, Sweden, Finland, Trinidad, and
Tobago.
Haldirams success saga is because of the pro-active thinking of making access into the
traditional, fresh homemade food and skilfully converting it into a product line extension. With
they have busted the myth that Indian consumers will not pay extra for western concept of
packaged food and that too of the Indian Household kitchen category.
It has also invested considerably in an advanced processing and packaging unit, which enables
it to marry tradition with technology. This is why, no matter whose shelf our product sits on, it
always stands on its own.
Also the Supply Chain which is broken down into two categories of retail and institutional sales
is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.
10
MERA Delhi Award was awarded by Agricultural & Processed Food Products Export
Development Authority in the year 2004.
AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business School, Amity
University for best H R practices (Retail) in the year 2008.
Rs (crores)
2008-09
774
2009-10
2010-11
2011-12
937
1177
1477
2012-13
1736
12
FACTORY
C&F
INSTITUTIONAL SALES
DISTRIBUTORS
WHOLESALERS
RETAILERS
RETAILERS
CONSUMERS
Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar Pradesh,
Bihar, Jharkhand, North East.
PROMOTERS
Mr. Manohal Lal Agarwal (Chairman)
Mr. Anand Agarwal (MD)
Mr. Ashish Agarwal (Executive Director)
Board of directors
13
Managing director
President
Accounts &
finance
manager
R&d
Sales and
marketing
Gmoperation
s
BOMBAY
CHANA
CHANA DAL
HALKA
FULKA
MIXTURE
ALOO
BHUJIA
BOMBAY
MIXTURE
CHANA JOR
GARAM
HARA
CHIDWA
BANANA
CHIPS
BOONDI
BHUJIA
MIXTURE
CHIDWA
PLAIN
KABLI
CHANA
BANANA
CHIPS
MASALA
BOONDI
MASALA
CORN
FLAKE
MIXTURE
KAJU DAL
BIJI
BANANA
CHIPS
SALTED
BOONDI
PLAIN
DAL BIJI
KAJU
MASALA
BANANA
CHIPS
TANGY
TOMATO
BOONDI
RAITA
GHATIA
KAJU
MIXTURE
CHAIPURI
FALAHARI
MIXTURE
KAJU
SALTED
BHUJIA
CHAKOLI
FALAHARI
WAFFER
KANPURI
MIXTURE
BHUJIA
PLAIN
CHANA
CRACKER
GUJRATI
MIXTURE
KARANCHI
MIXTURE
OM PURI
NAVRATTAN
KASHMIRI
MIXTURE
SEM BEEJ
PANI PURI
NIMBU
MASALA
KAKHARA
CORIANDER
SAHI
MIXTURE
PUNJABI
TADKA
NUT MIX
KAKHARA
JEERA
MOONG
DAL
METHI
LONG SEV
KAKHARA
BHELPURI
SAMOSA
15
MASALA
SEV
MASALA
MOONG
DAL
MAST
MASALA
MINI
BHAKAR
BADI
MADARASI
MIXTURE
KAKHARA
METHI
MOONG
DAL
CHATAK
MASALA
MOODI
MIXTURE
MASALA
TWIST
KAKHARA
PLAIN
KHATTA
MEETHA
MOONG
DAL
MATHRI
MOONG DAL
MASALA
BHELPURI
BHUJIA
BHUJIA PLAIN
MOONG DAL
MOONG DAL CHATAK
MASALA
PANIPURI
Aloo bhujia
Khatta mitha
Navrattan
Moong dal
Panjabi tadka
All in one
Dal biji
Bombay mix
Kashmiri mixture
Shahi mixture
Kaju mixture
16
Chana dal
Bombay chana
Methi sev
Chilli pataka
Nimbu masala
Gujarati mixture
Madrasi mixture
Chana cracker
Kabuli chana
Karodpati
Bikaneri malai
sev
Hara chidwa
Mini bhakhar
badi
Murukku
Cornflakes mixture
17
Pudina Treat
(Chips)
Takatak
Masala
Aloo Masala
Classic Salted
(Chips)
NATKHAT
TOMATO
(Takatak)
Mast Masala
(Chips)
Cheezi Balls
(Whoopies)
Boletos
Tangy Tomato
(Chips)
Chatpata Stix
(Whoopies)
Ringos
Papri chaat
(Chips)
Heart Beat
(Whoopies)
Aloo masala
18
Rasgulla
Chamcham
Kalam
petha
Rasmalai
Rajbhog
White
Rasbhari
Gulab jamun
Kesar
Rasbhari
Kesar
Gandheri
Soan papdi
ghee
vegetable
Soan papdi
chocolate
ghee
Soan papdi
Soan papdi
coconut
orange
dry petha
Patisa
Soan cake
Soan halwa
COMPETITORS
COMPETITORS OF HALDIRAMS
The snack industry in Ghaziabad is highly competitive where not only National and
International brands exist but also local brands have made their prominently. Among all
HALDIRAMS has the advantage of early mover but others also picking up quickly. There are
many competitors in Ghaziabad for Haldirams which a matter of concern. The list of
Haldirams competitors is as follows:
Snacks
19
Bingo
lays,
kurkure,
oye oye,
Diamond
Namkeens
Bikaji
Bikaner wala,
jains,
bikano,
Balaji
Lehar
Papad
Lijjat
Bikaji
Sweets
20
Bikaner wala
Bengali sweets
Bikaner
Syrups
Roohafza
Kisan
Dabur
milk maid
nestle
Some local regional players (Aussi food pvt. Ltd. (Rte) delhi; Arkriti foods pvt ltd. (rte)
delhi)
Biscuit
21
Britannia
priya gold
bakemans
parle
sunfeast
RESTAURANT
Nathus
Evergreens
Bengali Sweets
Sagar Ratna
McDonalds & Nirulas
Yo! China
Local Sweet Shops
22
OBJECTIVES OF THE
PROJECT
In marketing only project report is not required there must be some objective or goal because
without any goal and objective , no project Report can be completed in true sense so the main
objective of doing this project Report is confined to completion of some work that is assigned
to you for some reason : What the subject or papers that is being taught in classroom at M.B.A program is
completely theoretical so during the summer training you can compare and learn how the
marketing activity in an organization varies with theory and how this theoretical knowledge is
being applied in an organization and how much they are being applicable so its quite helpful to
know and understand.
To create the contact with working of an organization and see the different types of
marketing activities. It also helps us to take knowledge about product distributor promotion and
buying behavior. It also helps in knowing how various tools and techniques are being used .
To find out the types of channel, by which product is selling and to know
monopoly and average sales of these outlets.
Followings are the objectives of the projectTo study the data trending and analysis
To understand forecasting based on this trending
To check out visibility and ability of declining product in the market.
To study the distribution network of Haldiram products.
To study about consumer and retailers perception regarding Haldirams namkeens
and chips
To carry out a competitive analysis of Haldirams Snacks vis--vis competitor
brands in the same segment available in Ghaziabad based on parameters such as
pricing, product range, packaging, profit margins to retailers, discounts and credit
policies provided to retailers.
23
USE AND IMPORTANCE OF PROJECTUse and importance of the project, means the practical applications of all the marketing
concept in the project and the practical knowledge which I get during my summer internship is
benefactor for my career. I worked on many variants in this project.
Followings are the use and importance of the project
(1) During this project I have learn about different marketing concept with their practical use.
2) During this project I have learn the way & importance of retailers handling
3) I am mainly involved with the selling and distribution of the snacks and namkeens.
4) In this project I will also assess the market &check the availability and visibility of product
in the market
24
METHODODLOGY
Methodology includes the overall research procedures, which are followed in the research
study. This includes Research design, the sampling procedures, and the data collection method
and analysis procedures.
Research Objective
Objective of the report is to learn the facets of marketing and do the monitoring and counter
selling for Haldiram PVT. LTD. Along with I will also work in the following areas: Market visit for retail shops
Research on customer satisfaction
Sales & Distribution
Promotional strategy
Sample Design
A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample. For
these investigation
Sample size: For market visit- 100 retail outlet.
For consumer survey 100 customers
Trending- previous 2 year data
25
Area of sampling:
GHAZIBAD
Vasundhara
Vaishali
Patelnagar
Pratap Vihar
Rahul Vihar
Vijaynagar
Kavinagar
Sanjay Nagar
Modinagar
Muradnagar
Duhai
RAJNAGAR
26
Research design:Type:
Sources of information:
face interaction with outlet holders and distributers and used some secondary data.
Methods of data collection: - It can be obtained either through direct communication with
respondents in one form or another or through personal interviews. Questionnaire and
interviewing are main weapons to collect data. There are mainly two types of data
Primary Data
Secondary Data
27
Primary research entails the use of immediate data in determining the survival of the market.
The popular ways to collect primary data consist of surveys, interviews and focus groups,
which shows that direct relationship between potential customers and the companies. Whereas
secondary research is a means to reprocess and reuse collected information as an indication for
betterments of the service or product. Both primary and secondary data are useful for
businesses but both may differ from each other in various aspects.
Reports
Records
Tools of data analysis: - Excel and Well structured questionnaires might be referred for data
analysis.
TYPE OF RESEARCH METHODFour types of research methods:
QualitativeQuantitative
Mixed (qualitative and quantitative)
Critical and action oriented
In these report data is collected by means of survey. A format was made for collecting the
data in which important questions was being prepared for collecting the data e.g. to know the
market share of haldirams total demand existing in the market whats the share of
competitors .consumers preferences tastes and age group which mainly use the products of
haldirams, class of people mainly using haldirams products. What are tools and techniques that
are being used by the company to increase the sales of company?
Field works
For interviewing the retailers & distributors went to each and every shops & outlets where
namkeens chips and other things of company was sold school, college, hospital, Dhabas,
restaurant of Ghaziabad. Thus I interview about 100 retailers canteen owners and the entire
distributor over the entire Ghaziabad. I asked them to help me in filling the format of
questionnaires for collecting data.
29
30
Madhur traders
R.S. Distributors
Balaji enterprises
Sanchar System
32
After taking the interview with distributors there are few pros and cons which comes to account
and which contribute a very important positive and negative things about the Haldirams. The
various pros and cons of Haldirams are as follows:
Pros:
Quality of Haldirams is quite good as compared to the other brands available in the
market.
The Brand equity is high.
The Price is at par with the other running brands in the markets.
The weightage of packaging is good
The Taste is very good.
Products are available in a large variety.
Cons:
33
HYPOTHESIS TEST
34
The various method of hypothesis test that has been used in analyzing the products are
various test like
Z TEST
F TEST
T TEST
CHI SQUARE TEST
PARAMETRIC TEST
NON PARAMETRIC TEST
Parametric and non parametric test both has been used to analyse the data and has been
tried that data should represent the true data.
Sales
12%
HALDIRAM'S
15%
BIKANERWALA
55%
18%
35
BALAJI
OTHERS
The data about consumptions and different namkeens sold in market has been collected and it
has been observed that haldirams capture highest percent share in namkeens and it is about 60%
share, balaji captures 17% of market share ,bikanerwala holds 20% share of market and rest has
been captured by other brands.
36
9%
Lays
7%
30%
12%
Haldiram's
ITC
Bikano
15%
27%
Oyes
Others
data collected and analysis lays captures highest share in market that is 30% of market share,
haldirams also captures quite good share of market. On analysis % share of different brand is
shown
37
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
38
PACKET SIZE
80%
75%
70%
60%
60%
50%
50%
40%
40%
Series 3
30%
20%
10%
0%
18 gm
42 gm
47 gm
77 gm
Sales of products also depends on packet size of products it can be easily seen that 15gm packet
size is sold in much higher volume compared to120 gm or 60gm. So it can be interfered that
packet size also affects sales volume. There are people of different type and classes so thats
why smaller packet size is sold in higher volume.
39
140
120
100
80
60
40
20
0
0-20
20-40
40-60
60above
40
140
120
100
80
60
40
20
0
takatak
chips
whoopies
Among the different brands of haldirams western namkeens products that is takatak chips
whoopies. chips is mainly the segment which captures highest share in the market and it is also
sold in higher volume compareable to other products.
Takatak is also sold in good volume as comparable to whoopies, takatak also occupies good
volume of market share.
Whoopies is not sold in higher volume but in future it may be sold in good volume because
consumers are not aware of these product.
41
others; 39%
quality
quality; 50%
packaging
packaging; 11%
others
Quality is major factors on which sales volume of products depend on basis of survey it has
been observed that it is major factor on which sales volume of product depends.
Packaging also occupies good share in sales of a products it is also demand of today era and on
it sales volume of products depend.
Others factor is also quite essential for sale of a product e.g. advertisement, brand and other
factors also occupy quite a good percentage.
42
12
10
8
yes
no
cant say
6
4
2
0
1
There are few consumers they have said that they are not satisfied with Haldirams product they
said that quality is not up to the mark.
There are some consumers who said neither yes nor no that is cant say.
43
ocasionally; 18%
regular
parttime
parttime; 50%
regular; 32%
ocasionally
18% users are of that type by chance they use Haldirams products.
44
23%
LAYS
HALDIRAM'S
ITC
10%
BIKANERWALA
OYES
OTHERS
14%
21%
17%
45
lays
itc
haldirams
bikano
others
Others trying their best but still much to do. They are not able to survive in market.
46
others; 19%
lays; 21%
balaji; 6%
bikanerwala; 9%
itc; 14%
haldirams; 30%
47
Swot analysis
Strength
Weakness
Opportunity
Threats
Strength
1. A nationwide manufacturer and strong distribution channel
2. Strong control over distributors
3. Haldiram is the master brand in Namkeen and growing its chips.
4. Engage in proportioning through out the year.
5. Employees are very much devoted to there works
Weakness
1. Feedback system doesnt work property.
2. Proper Importance isnt gives to the retailers.
3. Low profit margin to the distributors.
4. Weak in chips segment.
48
Threats
1. Facilities provided by the Lays, is offering credit sales.
2. Lays and Kurkure paints the outlets regularly.
3. Matter of low hygienic foods.
4. Insects are found
5. Entrance of Local product.
6. Distributor attitude
7. Undercutting to the Whole sale market.
49
Marketing mix is the set of marketing tools that the film uses to pursue it marketing
objective in the target market.
Marketing Mix of Haldirams
Products
Chips, Namkeens , Sweets , Pickles , papad , Syrup , Woopies
Chips
There are six flavors in chips classics salt
Pudina treat
50
Paprika
Mast Masala
Bolelos
N salt
Taste of chips
Pudina treat Peprika
Taste of pudina
Mast masala -
Taste of Tomato
Classic salt -
Boletos
N salted
Ruffles: Takatak
Whoopies
51
Masala salted
Namkeen: Bhujia
Aalu Bhujia
All in one
Kaju Mixer
Kashamiri mixer
Bombay mixer
Nut cracker
Peanut
Plain
Salted
Masala
Panch rattan
Khan meether
Neembu Masala
52
Channa
Bombay Channa
Madrasi Channa
Kabli Channa
Channa Dal
Mix
Pinnet Mix
Mirchi Pinnet
Chatpati Dal
Papad
Javitri
Medium
Panjabi
53
Mirchi
Syrup
Mango pana
Kaala khata
Thandi
Badam kesariya
Rose
Khus
Lemon
Pickles
Mango
Mirchi
Lemon
Mix
Sweets
There are so many sweets at show room but only few are available in packets and canes
Soon papari
Soan cake
54
Raasgulla
Chumchm
Gulab jamun
Cookies, biscuits and cake are available in retail market
Product Qualities
Impeccable qualities, They focus on TQM before the finish like because the quality along
if advertisement which Haldiram 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.
55
Takes in return when product expires or any or any other damage which is accidentals.
Price:The
price
is
different
for
different
product
chips.
Discount
Depends upon the sales executive, and retailers 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
56
Note:-Discount coupon are double edge sword , to the customers because when customer gets and
discount coupon He/ She goes to show room of Haldirams and buys another product and thus he become
a new customer another product.
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.
57
The coupon its customer and market place. Then target them and after all it
creates a position in the customer mind.
The Haldirams 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.
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.
58
59
Sr. No.
1
Name Of Account
Address
Phone
DelhiMeerut
Road,
Modinagar,
Ghaziabad
8057873418
Chaudhary Hotel
Satguru
confectionary
Monopoly Of
Haldirams
DelhiMeerut
Road,
Modinagar,
Ghaziabad
9720651137
DelhiMeerut
Road,
Modinagar,
Ghaziabad
9634963714
Running
Running
DelhiMeerut
Road,
Modinagar,
Ghaziabad
Running
Yadav Dhaba
DelhiMeerut
Road,
Modinagar,
Ghaziabad
Running
Suman Theatre
DelhiMeerut
Road,
Modinagar,
Ghaziabad
935870112
Running
Shiv Confectionary
DelhiMeerut
Road,
Modinagar,
Ghaziabad
9837510865
Running
Guru ji
9557017026
Running
Sec-5,
Vaishali,
Ghaziabad
9210900091
Running
Sec-5,
Vaishali,
Ghaziabad
9350590229
Running
10
Pawan
departmental store
11
Priyanka store
visited in
survey and
Welcome hotel
DelhiMeerut
Road,
Modinagar,
Ghaziabad
List of
account
confectionary
60
Remarks
their status
Findings
The first and the major problem is that the company does not have direct and permanent
contract with retailers. It is general complain that there is a big communication gap
between the company and the retailers and no one is to solve their problem.
The second problem of retailers is non availability of quick response of distributors.
Distributors do not send the ready stock and thus the delivery man suffers the problems
when the retailer demands in emergency.
One of the major problems is i.e. they are the price difference. They are getting same
product in different price from others suppliers (the other suppliers are giving on less
price and schemes) thus this problem is very big for distributors and suppliers both.
Second problem is wholesale market; the wholesale market is creating problem entering
in distributors areas.
The problem faced by the distributors is lack of stands in market. This problem disturbs
the distributors and retailers both. Retailers demand stands to distributors because
executive of others company does not allow to use their stands to put our product.
There are no any wall paintings or banners in canteens as signage of Haldirams product
while the competitors are providing many facilities like this.
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Suggestion
Company should consider the problems of retailers and canteens 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 companys executive
creates problem.
Company should give the stands and racks to each and every counters where its
product is sold.
Company should prevent the interference of distributor in each others areas.
Company should prevent the undercutting in market.
Company should prevent the wholesale disturbance.
Company should give the incentives to its executives as extra benefits after salary.
Company should listen and care of sales executive.
Company should recognize the problems in market.
62
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.
63
64
Interviewers judgment is used to fill the questionnaire according to the responses given
by the retailers.
BIBLIOGRAPHY
Books PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y. AGNIHOTRI, ESHAN UL
Haque 2010. A South Asian Perspective, 13th Edition.
Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open University Press, The
McGraw-Hill Companies
Malhotra, N. K. (2004). Marketing research: an applied orientation, 4th edition, PrenticeHall International, London
William G Zikmund, Barry J Babin, Jon C Carr(2009). Business Research Methods, 8th
Edition, South Western Educational Publishing, United States.
Websites65
http://www.haldiram.com
http://en.wikipedia.org/wiki/Sampling
http://www.emeraldinsight.com/
Dr. Pankaj Madan, Gurukul Kangri, Retail industry: Next growth engine for Indian
Economy. Available from : http://www.scribd.com/doc/18286308/Retail-Industry
http://www.indiainbusiness.nic.in/
http://www.slideshare.com/
http://en.wikipedia.org/wiki/Retailing_in_India
http://www.bizmove.com/general/m6j.htm
http://www.business-standard.com/india/news/modern-format-stores-growing-stronglyacnielsen/262342/
http://profit.ndtv.com/news/show/assessing-the-impact-of-organized-retail-on-kiranastores-89419
66
takatak
Chips
Whoopies
takatak
Chips
Whoopies
Namkeens
yes
No
quality
Packaging
69
Others
Q18 what are expectations from western namkeens
Ans
70