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Balaji Wafers
Balaji Wafers
1 2 3 4 5 6 7 8 9 10 11 Introduction Historyof the organization Objectives of the study Research methodology Limitations Data Analysis SWOT Analysis Findings and recommendations Conclusion & Recommendations Annexure Bibliography & References Particulars Page No. 2 3-7 8 8-9 10 10-21 22 23 24 25-26 27
Introduction
The motive behind making this repot is fast growth of company. Balaji Wafers Pvt. Ltd. is challenged on of the top most company Lays and captured a large market in very short span of time. Pricing strategy is the key point of success. This company has satisfied there customers by providing a complete package of quality, quantity, price and taste. All these points inspired me to know more about the company. Chataka creator Balaji Wafers Pvt Ltd has managed to fend off bigger players like Pepsico and Haldiram's in the Rs 600-crore Gujarat market for over two decades since launch. Food and beverages firm PepsiCo has consolidated traditional packaged snacks such as namkeens for the mass market under a new entity, Lehar Foods, to take on regional brands such as Balaji, Bikanerwala and A-Top Foods. "Balaji survives solely on word-of-mouth publicity," Mahesh Manjawala, executive director, Triton Communications, adding that the group has few advertisements to its name. he also said "Balaji understands the palate of the consumer well. " All the above news also states that company challenges every big-giant. Company not only challenged them but also changed the entire wafer industries working policy. All these things inspired me to learn more about the company and find out the more facts about the company. While doing this project I also find that many theories are used by the company which I learn in class-room.
initially in ordinary packing but after upgrading the technology they used decent packing to attract cream market and thus got more market share in the food market. This development had lead BALAJI from normal wafers producer to BALAJI WAFERS PVT LTD in 1990. The initial investment of the company was only Rs. 25000 in recent stage it has assets of Rs. 5 crores and will be increase in future the company conforming with many hardest and make a progress and development which may be described by following ways. It started a production in simple packing and without brand name and satisfied the demand at canteen since, the quality is best the demand of the product was increased. This development had lead BALAJI from normal wafer producers to BALAJI WAFERS PVT LTD in 1990 up to now BALAJI was producing the products manually. After then to meet the demand they started manufacturing the product in semiautomatic plant the production capacity of this machinery was 200 kgs per hour. After then they adopt a highly techniqued fully automatic plant which is only one in whole of Asia the production capacity at this plant is 1200 kgs per hour. Recently they set up a huge fully automatic plant for production as well as nitrogen packing for long term preservation of the products.
Form of organization
According to John Piffiner Organization is an essentially a matter of man to man job to job and department to department. There are different types of organization like Line organization Staff organization Line and staff organization Committee organization Project organization Matrix organization
Out of all these Balaji Wafers follows line and staff type of organization structure line and staff organization means to prepare plans to take vital decisions and to implement them effectively all these function cannot be performed simultaneously by a single person hence there emerged a system where in line officers received advice from the staff experts the organization structure is as follows.
ORGANIZATION STRUCTURE
Chairman
Managing director
Technical director
Technical workers
Packing supervisor
Working staff
Research Methodology
Research
Research is the application of human intelligence in systematic manner to a problem. It may minimize the total uncertainty by intelligence use of the most reliable data available in the organization. According to P.V. Young we may define research methodology as scientific undertaking which by means of logical and systematized method, aims to discover new facts.
Sources of data
There are different sources of collecting data before deciding the sources to collect the data one has to make a proper planning of investigation and purpose of inquiry following are the sources of collection of data
Internal sources
Such type of information is always available in books of organization e.g. sales, production, salary and wages etc.
External sources
This type of information is collected from outside agencies hence it is called data collected from external sources primary data are original and first hand information while secondary data are second hand information already prepare or collected in the previous research.
Data Analysis
Market share of Balaji
Market Share in %
11%
16% 45%
28%
Limitations of the study The sample size of the survey was very large and tedious to interview. The time taken to interview each consumer was a lot as every consumer had to be first explained everything and had to be dealt with patience. The survey is conducted in nanded only.
The time frame given to us was not enough to cover a larger of sample size.
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Survey Analysis
1. Comparison between consumer choices?
14 12 10 8 6 4 2 0 Quality Quantity Taste Price Balaji Haldram Lays
Survey Analysis
Balaji 6 11 8 13
Haldiram 8 8 6 5
Lays 11 6 11 7
No. of customer 25 25 25 25
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Data Collected
Consumers approached were asked about their satisfaction in this study. This question was answered by 25 consumers. The satisfaction scale comprised of three ranks Quantity, taste and price.
Analysis
From the table, bar graph depicted above, satisfaction levels with the above 25 respondents who answered the questionnaire,13 members are satisfied with balaji wafers
Interpretation
By analysing the responses to this question, we, the researchers, as well as companies, can identify the effectiveness of advertisements, location, brand, price, promotion, product variety etc., on the target consumers. This helps to understand the current consumer perception about Balaji wafersr and the corresponding satisfaction levels.
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Product Salted wafers Masala wafers Tamato wafers Namkin Total Customer
No. of customer 4 8 6 7 25
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Data Collected
Consumers approached were asked which form of advertisement they thought was most effective. This question was answered by 25 consumers. No of customer mostly buy. The options laid before the respondents were the result of observation and interview as being the most popular which the consumers identify as means of advertising.
Analysis
The table, pie chart depicted above, the effectiveness of the customers choice. Of the 25 respondents who answered the questionnaire, 8 indicated that they like masala wafers. Of the 25 respondents who answered the questionnaire, only 4 indicated that they like salted wafers.
Interpretation
The respondents give very little credit to salted wafers and tomato wafers. This is indicative of the fact that most of the public ignore salted and tomato wafers. Thus, it can be surmised that masala wafers and namkins are like by customers.
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No. of customer 8 12 5 25
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No. of customer
14 12 10 8 6 4 2 0 Daily Weekly Monthly No. of customer
No. of customer 6 12 7 25
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No. of customer 22 3 25
Yes No
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Product Planning
Product planning means the planning for the product that is to decide what type of production is to be produced or what needs or requirement the product has to satisfy and for whom the product is meant. Product planning is an important concept for any industry. Every industry must plan its products as which result profitable for the company and satisfy the consumer wants. So far as Balaji Wafers is concerned its main produces 1. Potato Wafers 2. Masala Potato Wafers 3. Banana Wafers 4. Banana Masala Wafers 5. Farali Chevdo 6. Ratlami Sev 7. Sing Bhujiya 8. Chana Dal 9. Peanuts 10. Mung dal 11. Vatana 12. Masala Sing It plans its product in order to maintain existing customers in fact BALAJI WAFERS PVT LTD does not require much of product planning it has a very good marketing network and also a very good market for its product.
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Pricing Policy
Out of 6 Ps of marketing mix pricing is one of them price of the product is main element in any organization. Therefore, decision regarding price is the most vital decision for a marketing manager. Right price can promote sales of the company. While wrong price affects the sales of the company largely, so mixing of price is more important than all other tasks. Pricing is an important element of the marketing department. a company has to setup the pricing policy considering so many factors such as demand, competition, government interference etc even company has its own pricing policy. Balaji Wafers Pvt Ltd is in concerned the company tries to keep least prices than competitors price lower prices are there because of their minimum advertisement cost. The company has adopted retail pricing policy under the policy the company binds the retailers to sale the branded goods at the fixed rate decided. The company gives fixed commission to dealers the catalogue of price is given as follows:-
Price List
Product Balaji (Price/80grms) Potato Wafers Masala Potato Wafers Banana Wafers Farali Chevdo Ratlami Sev Sing Bhujiya Chana Dal 10 (Rs) 10 (Rs) 10 (Rs) 10 (Rs) 10 (Rs) __ __ __ __ __ __ 15 (Rs) 15 (Rs) 15 (Rs) 15 (Rs) 10 (Rs) 10 (Rs) Lays (Price/80grms) 15 (Rs) 15 (Rs) Haldiram (Price/80grms) __ __
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Advertisement
Advertisement is an important aspect in marketing. It is concerned with the preparation of visual and oral messages for making people aware of and favorably inclined towards product, brand, service, quality and institution and so on. The ultimate aim of advertising is to contribute towards increase sales and to increase profit. It is a specialized technique of popularizing the product and is indispensable in the marketing of goods. Advertising is a powerful promotion tool to establish and retain brand loyalty, whether a company is introducing new produces or expanding the existing one. Advertising is inevitable in this modern competition market. It can be done through various ways. So far as BALAJI is concerned it also spent a good amount on advertising. It makes advertising by following ways:1.Lighting board 2.Banners 3.Kitchen 4.Calendar 5.Wall painting 6.Wall clock
Branding
The word brand is a comprehensive term. The brand is to name or mark is a proof of ownership it means a signor symbol of quality. it is the best means of advertising and positioning in the market branding is the best means of capturing and retaining the consumer demand in a competitive market the marketer can create brand equity, brand loyalty and brand image for his products only through branding. Balaji wafers pvt ltd has the brand name as BALAJI.
Packaging
packaging may be defined as the general group of activities in the planning of a product these activities concentrate on formulating a design of the package and producing an appropriate and attractive container or wrapper for a product the container itself can act a forceful though silent and colorful salesman at the point of purchase or an effective medium of advertisement encouraging impulse buying many a time , package design itself can act as a register brand, packaging is necessary to present flowing out of such liquid. It is essential to maintain freshness
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and quality; it can prevent the danger of adulteration. In BALAJI the packing is done by fully automatic packing machine. They are able to prepare 180 to 100 packs in 1 minute.
Slogans
The entire well known companies have selected an effective and meaningful slogan to communicate with their customer about the product in very few words it is the explanation of the product in one line in emotional way the slogans with right meaning attract the consumer to purchase the particular product forever. Balaji has the following slogans:In English Any time crunchy , All time fresh In Gujarati Jyare pan khav karkari ane taji
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Swot Analysis
The following are the strength, weakness, opportunity, and threats Of Balaji Wafers Pvt Ltd:Strength 1.Balaji is an established brand in region of Gujarat hence it enjoy very good brand name. 2.Balaji has a strong distribution network in Gujarat. 3.Balaji is the first company to launch the wafers in Gujarat market. 4.Company gives healthy profit margin to retailers so they are also very satisfied with companys product. 5.To maintain quality at any cost is the first and strong object of the company. 6.Balaji having the one and only fully automatic plant for production in Gujarat. 7.Balaji has a long experience in relating region of Gujarat. Hence it can use them as an advantage to establish its leaders in the market. Weakness 1.Balaji does not aggressively advertise on T.V. or in other media. 2.In this company there is no facility of own warehouse. Opportunity 1.Balaji is a well known established brand in wafer market in Gujarat. Hence it can use its brand name further established itself in the national market. 2.As the real income of the people increases day by day, there are lots of avenues that can be explored by the company to attract potential market in the urban, semi urban and rural areas. The company is now launching the products in Maharashtra state. Threats Balaji switching amongst consumer has increased due to new entrances offering various products in the market so it may be possible that the regular customer of BALAJI start trying to buy other brands of wafer. Hence the company must keep upgrading its product list to suit and match the faster and ever changing demand of customer and to give them maximum satisfaction.
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Conclusion
Balaji Wafers Pvt Ltd is profit making company. It works smoothly since it is established there the company follows all the principles of physical distribution and also follows standard ordering processing system and it has also control the inventory by appropriate department. The distribution channel of the company works efficiently and effectively towards achieving the goals with full of confidence and cooperation.
Recommendation
Therefore there is no need for recommendation to the company but I feel that if the company starts advertising on large scale on television media it can expand the business from Gujarat to whole of nation and after that even at international level because the quality is high of the product so I see a bright future of this company in India. All my best wishes are with them for sparkling future.
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Annexure
Questionner Name: Age: Occupation: Address: 5. Which product of Balaji you buy? Salted wafer [ ] Masala wafer [ ] Tamato wafer [ ] Namkin [ ]
7. What motivates you to buy Balaji products? Quality [ ] Quantity [ ] Taste [ ] Price [ ]
9. Which is your favourite brand of Wafers? ______________________________. 10. How would you rate the below products? (On a scale of Average, Good, Excellent) Products / Attributes Balaji Haldiram Lays Quality Quantity Taste Price
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12. What is the one thing you look for while buying a wafers? ______________________________________________________ ______________________________________________________
13. Which size of packing you like to buy? a. 50grms [ ] b. 80grms [ ] c. 120grms [ ]
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Bibliography
1) Books Marketing Management - Philip Kotler Marketing Management - Verma and Agarwal 2) Reports Some old reports for reference http://www.balajiwafers.com/
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