Summer Internship Project Report

On
Haldiram Foods International Pvt. Ltd.

Submitted By
Ashish Umesh Bhardwaj

Guide
Prof. Amir Khan

Department Of Management Technology

Shri Ramdeobaba College Of Engineering And Management,
Nagpur
2018-2019

1
Company Certificate

2
 Executive Summary

1. Benchmarking ,
2. Customer handling,
3. Food Aggregators Reviews

Following work were allotted during the SIP. I

was assigned Haldiram’s Planet Food, Ajni, Nagpur as an outlet to work on SIP,
while I had to report to Haldiram’s Headquarter which is situated at 'Haldiram
House', Plot No. 145/146, Old Pardi Naka, Bhandara Road, Nagpur.

In Benchmarking, I had done internal benchmarking as well as external

benchmarking. Internal benchmarking is a process in which a company looks
within its own business to try and determine the best practice or to find the
mistake of/for conducting a particular task. The aim is to find the best practice
available to get the job done with minimum effort or resources. In external
benchmarking I had Compared Haldiram’s Planet Food, Ajni with nearby seems to
be competitor within 500m.

Customer is the main component of every organization. A happy customer is the

key of success. Handling customer whenever required is part of my internship.

Food Aggregators like Zomato, Swiggy, Ubereats had business to business

association with Haldiram’s Planet Food, Ajni. Reviewing this aggregators to
enhance the relationship between customer & Haldiram’s are the work done by
me.

3
 Acknowledgements
The success and final outcome of this project required a lot of guidance and
assistance from many people and I am extremely privileged to have got this all
along the completion of my internship. All that I have done is only due to such
supervision and assistance and I would not forget to thank them.

I respect and thank Mr. Mukesh kambli sir(Sweets & restaurants outlet head) , for
providing me an opportunity to do the internship in Haldiram Foods International
Pvt. Ltd. and giving us all support and guidance which help me to complete the
internship. I am extremely thankful to Aarti madam (Hr. Executive) for providing
such a nice support and guidance, although she had busy schedule managing the
corporate affairs.

I owe my deep gratitude to our guide Prof. Dr. Amir Khan sir who took keen
interest on my internship and guided us all along, till the completion of our work
by providing all the necessary information for developing a good system

4
 Table Of Content

Sr. No. Topic Page No.

1. An Overview of internship company
1.1 The Company
1.1.1 The Company Profile
1.1.2 Mission
1.1.3 Vision
6-10
1.2 The Customers
1.3 The competition
1.4 The environment

2.1 SWOT Analysis

2.2 PESTEL Analysis 11-15
2.3 Porter’s Five Forces
3. Description Of Company
3.1 Allotted Work
3.2 Execution 16-24
3.3 Findings & Suggestions

5
1. An Overview Of Internship Company

1.1 The Company

1.1.1 Company Profile:

Haldiram’s : 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 & in Delhi. An
important diversification was inroads into the restaurant business
with Haldiram having 10 restaurants cum sweetshops at premium
locations of nagpur with plan to open various outlets in other cities
too.

Haldiram is on the way of its vision as today it is an ISO 9001 &

HACCP certified company and has presence all over India, 62
countries (UK, US , Germany, Australia, UAE- to name a few) in world
and top supermarkets of the world like TESCO, SOMMERFIELD,
SPINNEYS, CARREFOUR.

The fact that today HaldiRam exports 60 mn dollars goods and has
registered 40% growth over last 5 years itself tells its success story
Haldiram’s success saga is because of the pro-active thinking of
making access into the traditional, fresh homemade food and
skillfully converting it into a product line extension.

6
With it they have busted the myth that Indian consumers will not
pay extra for western concept of packaged food and that two of the
Indian Household kitchen category. Haldiram’s ingredients of success
recipe includes a diversified product portfolio, stringent quality
controls, good raw material, storage, production and packaging
processes which has resulted in unparallel taste and extended shelf
life, Also Haldiram’s sensitivity to catering to the local palates (30 –
40% of Haldiram flavours are sensitized to suit local taste) has
resulted in creating a loyal consumer base.

Today, Haldiram can proudly claim that what began as a small-time

enterprise in India is a global phenomenon now and HALDIRAM’S IS
WAY OF LIFE FOR INDIANS NO MATTER WHICH COUNTRY THEY
LIVE IN.

1.1.2 Vision

1. Achieve continuous and sustainable growth in the business,

within India and abroad, organically and inorganically.
2. Strengthen leadership in traditional snack items, Indian
sweets and attain leadership in western snack items.
3. And keep innovating new quality products and delight
consumers by offering wide range of quality food products
at competitive rates.

7
 1.1.3 Mission:
 Make available authentic, tasty and quality vegetarian food
products made as per global standards at reasonable cost, in India
or abroad.
 Remain ahead of competitors through product-innovation,
adopting new technologies and achieve optimum cost of
production.
 Always abide by law and care environment.
 Provide a friendly working environment that attracts best talent
and offers opportunity to our employees to excel and build
career.
 Provide growth opportunity to all stakeholders including Stockists,
distributors, retailers, suppliers, etc.
 Be a debt free company, as far as possible;
 Enhance shareholders net worth.
 Contribute for social causes (Return to society).

Mission Statement evaluation

Components Present
Customers No
Product/Service Yes
Markets Yes
Concern for survival, growth, profitability Yes
Technology Yes
Philosophy No

8
 Self-concept No
Concern for Public image Yes
Concern for employees Yes

1.2 The Customers

Haldiram’s is know for its sweet and food. Haldiram targets

customer of all age group. If Haldiram’s planet food, ajni is
concerned the Frequent number of customers are travelers,
corporate and families.
In earlier days, Haldiram’s never followed an aggressive marketing
strategy, but its products speak for themselves. They have huge
customer and strong word of mouth Marketing

1.3 The Competition:

But, competition is as same as it was earlier. Now there are
companies with same products, matching Quality and
service.Haldiram started doing branding by going digital on Youtube,
Social Media and television. He knows the market and want to stay
in this competition or can say that they wants to become a leader
into the market. They has done some advertisement, like Haldirams
had come up with small 30 seconds YouTube ads to target
customers. It did city-level promotions using colorful hoardings and
posters.

9
1.4 The Environment

Haldiram Foods International Pvt. Ltd. Is the major exporter for sweets
in 19 countries. Haldiram’s Major revenue comes from Exports.

10
 2.1 SWOC Analysis

Strength Weakness
Brand awareness and recall Branding and Advertising
Trusted for quality and hygiene Involved only in Indian snacks
Attractive packaging Outlets are limited only
Supplychain
Appropriately priced for the
customers
Taste
Global Presence

Opportunity Challenges
Enlarging the hotel business Increasing Western Taste
Catering To youth Increased challenges from other
Open-terrace restaurants brand
Advertising and Branding Health Consciousness and
fat-free, low calories snakes that awareness
are baked

11
 2.2 PESTL analysis

Political
2 Mandatory employee benefits
3 Industrial safety regulations in the Consumer Services sector.
4 Intellectual property protection
5 Environmental regulations

Economical
 Labor costs and productivity in the economy
 Discretionary income
 Unemployment rate
 Efficiency of financial markets

Social
 Health consciousness
 Population growth rate
 Emphasis on safety
 Rising disposable incomes
 Busy lifestyles in urban environments
 Increasing cultural diversity
 Healthy lifestyle trend

12
Technological
 Moderate R&D activity in the industry
 Increasing business automation
 Increasing sales through mobile devices

Ecological
 Climate change
 Laws regulating environment pollution
 Recycling
 Waste management

Legal
 Increasing health regulations in workplaces
 Copyright, patents / Intellectual property law
 Consumer protection and e-commerce
 Health and safety law

13
 2.3 Industry Analysis

Porter’s Five Forces Analysis

i. Threat of new entrant:

 As the branded players price similarly new players might
penetrate by adopting low price strategy or offering
more grams at the same price.
 Unorganized players are more dominating in this sector.

ii. Suppliers bargaining power:

 Suppliers provide raw materials such as gram flour, dry
fruits, spices and other ingredients. Their ability to raise
input costs is high.
 Higher cost of input commodities leads to lower margins,
making the market unattractive for distributors and
retailers.
 Shortage of any input material may also affect production
and thereby impact distribution

iii. Threat of substitute:

 All snacks are considered to be substitutes of each other
Biscuits, Wafers and local snacks like Chakli, banana chips,
farsan etc are all substitutes of one another.
 Indian market is more shifting towards western style for
eg. Instead of Chola Bhatura people love to have
sandwiches and pizza.

14
 iv. Customer’s bargaining power:
 Ability to substitute is high as brands are priced similarly
and distribution problems for one brand promote sales
for the other.
 Price Sensitive, taste conscious consumers are high. An
increase in the price of product may promote a switch to
Haldiram.
 Quality and taste conscious consumers who buy brands
 High demand during festival season and low during
monsoon

v. Rivalry among existing competitors:

 High Competition – Branded Players involved in cut-
throat competition to increase market share, entice new
consumers, find new market.
 Quality difference between branded and unbranded
offerings is offset by low price offered by unbranded
players
 Brand Loyalty is high for branded players

Summary of Analysis
Forces Strength (High / Medium / Low)
Threat of new entrant High
Suppliers bargaining power Medium
Threat of substitute High
Customer’s bargaining power Medium
Rivalry among existing Competitor High

15
 3. Description Of SIP

3.1 Alloted Work

3.1.1 Benchmarking ,

Internal Benchmarking

In internal benchmarking I had compared own business to try and

determine the best practice.

External Benchmarking

In external benchmarking I had Compared Haldiram’s Planet Food, Ajni

with nearby seems to be competitor within 500m.

3.1.2 Customer handling,

Customer need extra attention when restaurant is crowded, food is

delayed and at the time when they are having difficulties when placing
order.

3.1.3 Food Aggregators Reviews

I had Reviewed Zomato, Swiggy for enhancing customer satisfaction.

16
3.2 Execution
Benchmarking is the first work which was allotted to me. Initially I had
done internal benchmarking, where I had studied the internal process
of Haldiram’s Planet food, ajni and generated my findings based on my
observation.

Customer Handling Is the next work which was allotted to me. Here I
have to identify where customer is facing problem, how to solve
customer problems & gathering customer feedback.

Reviewing Food Aggregators for Haldiram’s planet food, ajni is my task.

Here I have respond to the feedbacks which was placed by customer on
food aggregator’s application/website and I also have to evaluate the
negative feedback which states the common problems which was
placed by customer. I had reviewed zomato, swiggy as this food
aggregators are tiedup for business with Haldiram’s planet food, ajni.

17
3.3 Findings & Suggestions
After studying the process of Haldiram’s ajni planet food I had
identified the places where we can improve on. Based on my findings I
had suggested few things which are given below as in report format :-

The report of internal benchmarking is given below:-

1. I have suggested standard music playlist, as the employee plays music of
their own choice.
Music can maximize the table turnover, it keeps customers engaged and
entertained while they wait, it also boost morale and productivity of
employee.
Music boosts the customer satisfaction.
It is recommended to select standard music playlist according to time of
day (breakfast, lunch, hi-tea, dinner) not according to employees choice.

2. 50% off in Breakfast - The discounted breakfast advertising poster is not

that much appealing it must be a Embossed Poster/ 3d poster.( image
attached)
This will have a good impact on customer mind and it’ll also help in
advertising.

18
 3. I have recommended a proper pest control because some ceiling corner of
sweet shops has spider web which is easily visible.

4. Many a times lift has bad odour, to solve this problem I had recommended
to identify the bad odour problem as lift is frequently used by customers.

5. Scent sells!! My recommendation is of artificial scent of food can make

great psychological impact on customer from which they can’t resist. This
will very purely help to boost the sale and may help to not satisfy the
hunger which is indirectly beneficial for restaurant.

6. A Employee of the week or Employee of the month must be recognized as

this will boost the employee morale which also give them a recognition is
my recommendation, this recognition will impact on employee
engagement.

The report of External Benchmarking is given below-

1. Within 500 meters, Divadkar’s Ajit Bakery (veg. & Non-veg) may hold a
good share if we talk about fastfood & quick bite because. To Grab Veg.
market share of Divadkar’s Ajit Bakery Haldiram’s planet food needs to do
more marketing to attract customer. The footfall is majorly low in
Divadkar’s Ajit Bakery comparing to ajni’s Planet food. Divadkar’s Ajit
Bakery has good travelling customer from Nagpur Railway station, It means
People usually order food from train/railway station and food is parceled.

2. Moving ahead from 500m, Hotel Krishnum next to Sai Mandir also hold a
good market share, mainly because of Sai Mandir. Hotel Krishnum hold
large no of footfall in breakfast time. If wants to attracts devotes Haldiram
needs to advertise inside temple.

19
Customer Handling Is the next work which was allotted to me.
Here I have to identify where customer is facing problem, how
to solve customer problems & gathering customer feedback.
Report of Customer handling is given below-
 Customer need extra attention when restaurant is crowded, food is
delayed and on the time when they are having difficulties when placing
order this was the problem which was identified my be.
 To solve the above problem, Specially on the time of delay in food the good
playlist of song will make them engaged & entertain
 A “ORDER HERE” board is required on the place of cash counter is my
recommendation, as new customer usually tell order to the waiter & then
waiter tells them direction of cash counter.(Image attached)

20
Reviewing Food Aggregators for Haldiram’s planet food, ajni is
my task. Here I have respond to the feedbacks which was
placed by customer on food aggregator’s application/website
and I also have to evaluate the negative feedback which states
the common problems which was placed by customer. I had
reviewed zomato, swiggy as this food aggregators are tiedup
for business with Haldiram’s planet food, ajni.

The report after reviewing food aggregators is given below-

 Haldiram’s Planet food Ajni has rating of 4.2/5.

 Chinese combos- Veg Manchurian & Chilli Panner ‘s quantity is very less,
Reviews by majority of customers. Planet food need to increase the
quantity for higher satisfaction.

 Hotel Krishnum has rating of 3.7/5 which is comparatively less compared to

Ajni’s Haldiram but they owe a “FOOD HYGIENE EXCELLENT” badge &
“PROMPT SERVICE” rating (Image Attached) which should also be in our
restaurant lisiting.

21
My guide questioned me, other than allotted work what is your
overall suggestion to improve the service & to enhance the
customer satisfaction?

And my answer to above question is given below-

 The lift doors is great place for advertisement. (image attached)

 People usually found difficulties in searching washroom , lift can be great

place for informing location of washroom.

 Usually young crowd prefer Cafes, to attract young customer Haldiram

must open a dedicated cafe.

 Its time to come-up with an open terrace restaurants- a choice of young

customers.

 I heard due to low sale of Italian dishes, Italian menu should be closed.
Italian food is a categorial product (its like theres no income source from
free air service in fuel pump but still they have because it provide them a
category of fuel pump with all required service), choice of few but their
choices matters because they come along with someone who don’t prefer
italian mainly. They are childrens who come along with their parents.
People on date will prefer italian. If we discountinue italian, then the
perception of consumer towards haldiram will stuck to Indian dishes only.

22
 To boost connection between customer, Planet Food Ajni can make a
“WALL OF MEMORIES” (image attached)

 Nagpur’s Haldiram is planning to implement Eco-friendly disposables same

as Delhi’s Haldiram. After implementation it can affect the consumer
satisfaction as demographic of Delhi & Nagpur is totally different. People
have ample of time here in Nagpur to spend but not in case with Delhi.
Presentation along with taste of food matters a lot. If beverages will be
served in paper glass then the presentation of beverage is so simple, that
can affect the satisfaction. For ex. Cold Coffee glass will have coco syrup
design which is easily seen in crystal glass but not in case with paper glass.
It can affect the consumer psychology. (Image attached for better idea)

23
 Found this two poster which are not informative & they are just helping in
making restaurants interior ugly. Either the whole section will be full of
poster or the posters should be removed. (image attached)

 The door Glasses can be used for advertisng product which were having low
sale. (image attached)

24
25