SUMMER INTERNSHIP PROJECT REPORT ON

COMPETITIVE ANALYSIS OF BIKANERVALA VIS-VIS ITS KEY COMPETITOR

BY ANKIT TYAGI Sec. SC1 MBA BATCH SS11-13

UNDER THE SUPERVISION OF Miss. SHIVLI SHARMA

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION AT THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT LEVEL 0, IIPM CAMPUS SATBARI, CHANDAN HAULA, CHATTARPUR ROAD, NEW DELHI 110074, INDIA 2012

DECLARATION

COMPETITIVE ANALYSIS OF BIKANERVALA VIS-VIS ITS KEY COMPETITOR

I Declare

a) That the work presented for assessment in the summer internship report is my own, that is has not previously presented for another assessment and that my debts (work, data, arguments and ideas have been appropriately acknowledged.

b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation

DATE:

ANKIT TYAGI MBA BATCH SS11-13 Sec. SC1

ACKNOWLEDGEMNET

After a year or long so of classroom sessions during my MBA, summer internship program has been an experience to take on the real world challenges. Moving out of cozy confines of the college, my first industry interface as trainee could never be easy without the full extent support of many people making my experience a learning as well as ineffaceable experience. I wish to extent my sincere thanks to all the people who directly or indirectly helped me sail through. My first and foremost gratitude is to Mr. Kailaash kukreti (General Manager Bikanno) for providing me with this opportunity to work at BIKANERVALA FOODS Pvt. Lmt. I am grateful to Mr. Anurag Sharma (General Manager) for providing me with the opportunity to work with the marketing team of the company. I would like to thank Miss. Shivli Sharma (Marketing Manager ) for her support to help me progress through the project and for encouraging me throughout the project not only with her valid suggestions but Also a source of unbreakable support and inexhaustible source of inspiring energy through various stages of the project. I would also like to thanks Miss. Sangeeta goel (Marketing head) for their kind support and sincere suggestions time to time. And give me the opportunities to understand the market view. I am also thankful to all the staff of BIKERVALA (Unit Manager, Operational Manager, and Production Manager) for their kind support n suggestion time to time.

EXECUTIVE SUMMARY
The study of this project is to understand the offering which are made available by Bikanervala and its key competitor Haldiram, and also there is comparative analysis of both the brands. I have collected about all the product of Bikanervala but worked basically for chips and Namkeens segments. I went to the canteens and saw the chips and Namkeens there we observe the following things 1) Whether our product is available

or not at that canteen. If not then we saw of which company product is available. 2) How much sale is of that

particular counter and what the sales volume that counter may give to us. 3) particular counter? 4) 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 Has that counter so many brands What is the strength of that

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 Bikanervala product. After this I saw the competitors product (quantity) and asked the strength. We also counted the signage and a stand of all the competitors company and Bikanervala which is at that particular store. Then analyses the data which was collected from market. And then come to a conclusion on the basis of that analyzed data and information. After all it becomes possible to make a meaningful and useful report.

INTRODUCTION
No celebration is complete in India without the distribution of sweets. And this sweet culture is not only limited to Indian homes but also across corporate houses. Come a birthday party, or a marriage anniversary, or wedding reception, or any festive occasion, it is sweet food that rules the menu. Any good news is broadcasted along with the accompaniment of sweet food. It is today a humdrum affair to send an attractive pack of sweets online to friends, relatives, and associates located far.

It is traditional sweets that are served and distributed during festive occasions. These traditional sweets are also prepared in many a home. Atta laddoo, coconut barfi, patisa, gondh laddoo, sohan halwai, balu shahi, dal barfi, kesar coconut barfi, sev badam, special gujia, kesar gujia, dhoda, banarasi laddoo, shahi laddoo, special Karachi halwa, besan laddoo, dhoda kaju, moti pak, shahi pinni, etc. are the traditional sweets worth mentioning. But it is time consuming besides the hassles involved in preparing any of the aforesaid items. You save time and effort besides also not compromising on taste if you opt buying traditional sweets from a reputed brand, one that has maintained a rapport in the market for delivering superlative quality and taste adhering to the strictest of hygiene standards. There are varieties of other sweet food items to choose from in the category of Bengali sweets, khoya, and premium sweets. If you love kaju, you can go for sweet food prepared from kaju such as kaju apple, kaju burfi, kaju dil khush, kaju gujia, kaju

kalash, kaju kesar, kaju lemon, kaju pan, kaju roll, kaju samosa, and kaju shahi. You need not fret if your preferred brand is not located in your locality. Go online, visit its corporate site and procure your favorite sweet food items with just a few clicks of the mouse. The payment can be paid online or by cash on delivery. When we speak of the snack industry, mention of namkeens is inevitable. There is none who does not love namkeens. Right from aloo bhujia, ratlami sev, peanuts, badam lacha, bikeneri bhujia, chana masala to cornflakes mixture, dal moth, ganthiya, kaju mixture, khatta meetha, khoka bhujia, matar masala, moong daal, navratan mixture, peanut masala, there are a variety of namkeens to choose from. No matter whether you are on a long journey or just having fun with your friends or in the move in your own city, get a packet of namkeen and luxuriate yourself in the spicy and tangy splendor! The snack industry in India is indeed steered by the sale of namkeens. No wonder the Indian snack industry is rising at a fast face and it is one of the largest industries in the whole of Asia. Snacks items are savored by people of all ages; consumption is not limited to a limited section. Given the fact that they can be had any time of the day or night, the convenience associated has led to the increasing sales. Bikanervala provides latest information on food in india, Snacks Industry, namkeen, about all Bikanervala, Traditional Sweets and Cafe products.

OBJECTIVE OF THE PROJECT

The basic aim of the study is to analyze the competitive strategies adopted by Bikanervala to tackle stiff competition

To study marketing mix of Bikanervala to understand the consumer attitude and buying behavior towards Hladiram and Bikaner products.

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 Primary data 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 Bikanervala product and signage and stands provided by the company and different scheme offered to them by Bikanervala and then . A format is prepared for collecting data. Field work For interviewing the retailers went to each and every school, collage, hospital, restaurant of west Delhi. Thus I interview about 150 canteen owners and the entire distributor over the entire NCR. I asked them to help me in filling the format for collecting data. Sampling and research design Research design:Type: Exploratory (Preliminary Investigation) Sources survey by means of structured undisguised and of information

general face to face interaction with outlet holders and used some secondary data. Area of sampling: NCR.

COMPANY PROFILE
Bikanervala is one of India's most prominent families in the business of traditional hospitality products like Sweets and Namkeens. Our forefathers devoted their lifetime in developing exclusive recipes which are now our proud family secrets. To this wealth of inherited knowledge our new generation has now added another dimension - Modern Technology. Today, BIKANERVALA FOODS PVT. LTD. is an ISO 9001:2000, HACCP and SQF 2000cm certified company with four modern manufacturing units in the National Capital Region and a chain of 88 outlets in India and abroad, serving vegetarian North Indian, South Indian, Continental, Chinese cuisine and Fast food along with a vast variety of traditional Indian sweets and snacks Concepts 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. Bikanervalas 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. Bikanos 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. Bikanos 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 CAF Bikano Chat Caf is a new age concept of Bikanervala aimed at establishing a strong network in the corporate and the retail segment. It is a chain of fast food restaurants and Tuck Shops serving traditional Indian Chat, Combo Meals, Burger, Pizza and Snacks in a modern hygienic enviornment.Their main focus has been to provide exquisitely packaged traditional food at an affordable price to wherever their customer groups are located, be it corporate houses, malls or even exhibition stalls. Their innovative menu and state-of-the-art manufacturing and delivery systems ensures original flavour from base-kitchen-to-customer

Vision To savour and share the century old culinary heritage of Bikanervala with ultimate taste and relishing freshness and ensuring superior customer experience by providing highest standards of product quality & service. Certifications Today the BIKANO product quality is recognized the world over. Bikanervala Foods Pvt. Ltd. is a UL Registered Firm and has been awarded ISO 9001:2008, HACCP & SQF 2000 CM

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. Bikanervalas 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. Bikanos 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. Bikanos 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 CAFE Bikano Chat Caf 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.

Competitor 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 Haldirams undisputed leader of the sweet industry. Haldirams synonymous with sweet meat as Cadbury is to Chocolates. By default Haldirams can be termed as Taste of Tradition. From a humble beginning in Bikaner in 1937 Haldiram;s have grown phenomenally and are today an internationally renowned sweet me at manufacturer with chain of restaurants and is also on the verge of starting amusement parks. It is the flag bearer of the traditional Indian sweet, Haldirams 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 Haldirams he has made the brand a household name in India. Haldirams products inherits the Matchless quality, Zero impurity and world class packaging, efficient distribution network are the hallmark of each and every Haldirams 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. HALDIRAMS GROUP IN A NUTSHELL PRODUCT: Sky is the limit for Haldirams 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 Haldirams enjoys a strong market share in Processed Milk, Bakery and Ice Creams. EXPORT: Haldirams 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 Mopleez brand name with and expanded product base CHAIN OF RESTAURANTS: The group is having exclusive Chain of Restaurants like Abhin andan, Hot Spot, Thaath Baat, and Planet Food and is also starting an amusement park in the near future. MOTTO: Superior Input Superior Output. QUALITY POLICY We at HALDIRAM FOODS INTERNATIONAL LTD.,NAGPUR. are committed to manufacture variety of Sweets (Sweetmeats), Namkeens (Savories), Pasta & 3 - D Snacks (Extruded Foods)to the Complete satisfaction of our Domestic & International Customers with regard to Quality & Food Safety. We shall strive to provide world class quality products by: a) Utilizing hygienic, safe and premium quality ingredient and material. b) Adhering to good manufacturing and hygienic practices.

We are committed to continually improve all our activities to enhance customer satisfaction, organizational performance and market leadership. We shall comply with statutory, regulatory requirements and all our actions would be planned and executed to fulfill this policy consistently through to dedicated involvement of all employee.

Marketing mix

Product Price Place

Promotion

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 , Woo pies Chips There are six flavors in chips classics salt Pudina treat Paprika

 Taste of chips Pudina treat Peprika Mast masala Classic salt Boletos N salted Ruffles: Namkeen: Bhujia -

Mast Masala Bolelos N salt

Taste of pudina Taste of green chill Taste of Tomato Plain $ only salted.

Masala salted

Takatak Woo pies

Aalu Bhujia All in one

 Peanut

Kaju Mixer Kashamiri mixer Bombay mixer Nut cracker

Plain Salted Masala Panch rattan Khan meether Neembu Masala

Channa Bombay Channa Madrasi Channa Kabuli Channa Channa Dal Mix Pinnet Mix Mir chi Pinnet

Chapatti Dal Papad Syrup Mango pana Kaala khata Thandi Badam kesariya Rose Khus Lemon Javitri Medium Punjabi Mir chi

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

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. 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 Sales executive Create new counters for that particular distributor on which he is working. Time to time.

Promotion Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, Win cheaters etc. are given to retailer and customer Note:-Discount coupon are double edge sword , to the customers because when customer gets and discount coupon He/ She goes to show room of Haldirams 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. 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 Haldirams 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 Haldirams Brands vis a vis its competitors. To judge the awareness level of retailers regarding the various flavors of namkeens. To analyse the retailer criteria for promoting any brand and the needs and problems of retailer. To collect ideas and suggestions from the market. To find out the future market potential of namkeens. To find out strength of Haldiram and do SWOT analysis of Haldirams namkeens. To suggest strategies to increase the market share of Haldirams 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 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, uses) 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 existence. 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 enough profit to justify its continued

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 customers 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 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 customers 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 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. 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 talkers, display techniques, freesamples,on-the-spot demonstration, pricing, shelf special offers, and other point-of-sale methods. According encompasses "planning

to American Marketing Association,

merchandising

involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price. 3. Consumer Behaviour

Individuals or groups acquiring, using and disposing of products, services, ideas, or experiences. Includes search for information and actual purchase. Includes an understanding of consumer thoughts, feelings, and actions. Buying Behaviour is the decision processes and acts of people involved in buying and using products. Need to understand:

why consumers make the purchases that they make? what factors influence consumer purchases? the changing factors in our society. Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. A firm needs to analyze buying behaviour for: Buyers reactions to a firms marketing strategy has a great impact on the firms success.

The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.

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

Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.

The 6 stages are:

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

state and the actual condition. Deficit in assortment of products. Hunger-Food. Hunger stimulates your need to eat.

o o

Information search-- Internal search, memory. 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 Chinese food Indian food burger king klondike kates etc

o o o o

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.

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

availability.
5. Post-PurchaseEvaluation--outcome:

Satisfaction orDissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc. After eating an Indian meal, may think that really you wanted a Chinese meal instead.

DATA ANALYSIS AND FINDINGS

1.Have you heard about Haldiram and Bikanervala ? a. Yes b. No

yes No

2. Do you prefer Haldiram and Bikanervalas products? a. Yes b. No

y 86% es

N 14% o

Interpretation:

3. Which product do you like most of Haldirams and Bikanervalas? a. Sweets b. namkeen c. chaats d. Chips

sweet 12% Nam keen 51% Chat 26% Chips 11%

Interpretation:

4. What compels you to consume it? a. Brand name b. Variants c. Quality d. Price. E . other

Brand nam e33% V ariants21% Quality 35% Price 9 % Other 2%

5. Do you think both acquire a good name in the market? a. yes b. No c. Cant say

yes93% No 7% C ant s 00 ay %

6. What is your source of information regarding theses brands? a. Advertising b. Live demonstration c. Home shopping d. Retail outlet.

Adv ertis ent31% em L e Dem iv onstration 2 15 Hom shoping2 e 5% R etail outlet 23%

7. At which brand of fast food restaurant chain would you consider eating? a. Bikanervala b. Evergreens c. Haldiram d. Sagar ratna

B ikanervala 32% Everg reen 1 4% H aldiram49 % S ar R ag atna 5%

8 . Which is your favourite fast food Indian restaurant chain ? a. Bikanerwla b. Haldiram c. Bengali sweets d. Sagar ratna

Bika nerva 30% la H ldira 45% a m Beng li sweets a 17% S g r R tna8% aa a

9. How favourable is your attitude towards haldiram & Bikanervala? a. Highly positive b. Positive c. Neutral d. Negative

H hlyPos Ig itive 46% Pos itive 32% Neutral 17% Neg ative

10. How likely would you be to recommend Haldiram to others? a.Highly recommendable b. Recommendable c. Less recommendable d.Not worth

H hly ig Recom enda m ble 67% Reom enda m ble 35% L ess recom enda m ble 8% Not worth

11. What do you like the most about Haldiram and bikanervala? a. Quality b. Price c. Ambience d. Service

Quality 45% Price 25% Am biance8 % s ervice 22%

12. To what extent does Halidrams offer advantages that other brands cannot? a. High b. Medium c. Low

H h 59% ig Medium3 0% L 11% ow

13. Haldirams & Bikanervala is. a.Innovative b. Knowledgeable c. Trustworthy d. . Admirable e. Hygienic

Innovative 20 % K nowledg eable 22% Trus tworthy 4 2% Adm irable 32% H ienic 4% yg

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

D own to earth 7% H ones 2 t 5% D aring % 15 R eliable 33% S ucces ful 20% s

15. Haldiram and Bikanervala are more than a product to me? a. Yes b. No c. Cant say

Y 72% es No 21% C an't s 7 ay %

ASSESSMENT OF INTERNSHIP

There are no any wall paintings or banners in canteens as signage of Haldirams 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.

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 shouldnt 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.

CONCLUSIONS & RECOMMENDATION

1) There is high awareness level for different Haldirams & 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.

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 Haldirams 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 Haldirams in that order.

8) Brand awareness for Haldirams product is very high in comparision to Bikanervala.

9)There is significantly high brand loyalty for Haldirams 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 Haldirams. It is also noticed that young people prefer Lehar Aloo Bhujia, Masala Laccha and Kukure over Haldirams. The reasons for this could be that the T.V. advertisement of Lehar has an emotional appeal for the young generation.

13) Bikanos Natkhat Nimbu and Crax mast matter are in great demand over Haldirams.

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

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

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

16) There is great damand of Rs 5 packet.

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

RECOMMENDATION
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. 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.

BIBLIOGRAPHY
Book 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 2009 Magazines A & M, Brand Equity & the Strategist Business Today. Business World Internet website

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