A

PROJECTREPORTON
MARKETI
NGRESEARCHANDSALES&DI
STRI
BUTI
ONOF

PRESENTEDTO
Mahar
ishi
DayanandUni
ver
sit
yRoht
ak
Inthepar
ti
alfulf
il
lmentof
Bachel
orofBusinessAdminist
rat
ion
PRESENTEDBY

I
nthegui
danceof
INDUSTRYMENTOR FACULTYMENTOR
B GAURAVMAHAJAN DR.Yogi
taGi
rdhar
MARKETI
NGMANAGER PROFESSOR
HALDI
RAM SNACKSPVT.
LTD

1
 BONAFI
DECERTI
FICATE

I
tiscer
ti
fi
edt
hatt
hepr
ojectr
epor
tti
tl
ed“
MARKETI
NG RESEARCH

ANDSALES&DI
STRI
BUTI
ON”i
sthebonaf
idewor
kofMr
.Ashwani

Kumarwhocar
ri
edoutt
hepr
ojectwor
kundermysuper
visi
on.

Dr
.Pr
achi
Nagar
,

(
Prof
essor
,IAMR)

2
 DECLARATI
ON
I
,ASHWANIKUMAR,
her
ebydécl
aret
hatt
hePr
ojectRepor
tent
it
led

“
MARKETI
NGRESEARCH”AND“
SALES&DI
STRI
BUTI
ON”i
n

“
HALDI
RAM’
SCOMPANY”i
sanor
igi
nal
wor
kdonebyme&submi
tt
edt
o

Depar
tmentofManagementst
udi
esundert
hegui
danceofDr
.Pr
achi
Nagar
,

Pr
ofessor
,Inst
it
uteofAdv
ancedManagementandResear
chFort
heawar
d

ofMASTEROFBUSI
NESSADMI
NISTRATI
ON.Fort
hef
urt
herdécl
arat
iont
hat

t
hisr
epor
thasbeenpur
elyandt
rul
ysubmi
tt
edt
other
espect
ivecol
l
ege.

ASHWANIKUMAR
MBA
Rol
lno-
1279270009

3
 ACKNOWLEDGEMENT
“
Per
sev
erancei
nspi
rat
ionandmot
ivat
ionhav
eal
way
spl
ayedakeyr
olei
nsuccessof

anyv
ent
ure”
.Iher
ebyexpr
essmydeepsenseofgr
ati
tudet
oal
ltheper
sonal
i
tiesi
nvol
ved

di
rect
lyandi
ndi
rect
lyi
nmypr
ojectwor
k.

IwouldthanktoGodf ort rbl

hei essi
ng andmypar
ent
sal
sof
ort
hei
rval
uabl
e
Suggest
ionandsuppor
tinmyproj
ectr
eport
.

Iexpressmysi ncer
et hankst omycompanygui deMr .Gaur avMahaj
an,Managerof
marketi
ng&sal es,Haldir
am’ssnackspv tl
td,Noidaforgi
vingmeanoppor tunitytowor k
underhisguidanceandsuppor tduri
ngthecourseoftheproject
.Iwoul
dalsoliketot hank
MrAv nish Sharmamar ket
ing t
eam member ,Ghaziabad forthei
rval
uabl
ei nput
sand
suggesti
onsthathaveplayedacr uci
alr
oleatever
ystageinthedevel
opmentoft heproject
.

Iwouldalsoli
ket ot
hankMR.Anur
agGoel(SeniorSal
esOfficer
)forhi
sgui
danceand
bett
erco-oper
ati
onandhel
pthati
sbei
ngprovidedincoll
ect
ingthedataandfi
l
li
ngthe
questi
onnai
re.

Ioweaspecialdebtofgrat
it
udet ot
heentir
ei ndi
vi
dualandr
etai
ler
s,di
str
ibut
ors&
consumerswhohel
pedmei ncomplet
ingthepr
ojectandtoallt
her
etai
l
ersfort
heirbet
ter
cooper
ati
on&helpbei
ngprovi
dedbythem

Lastbutnott heleast
;Iwoul dli
ketoexpr essmysi ncer
egr ati
tudetoallfacul
ty
memberswhohav etaughtmei nmyMBAcur r
icul
um andourDi r
ectorPr of
.TusharKanti
whohasalway sbeenasour ceofguidance,inspir
ationandmotiv
ation.However,Iaccept
t
hesoleresponsi
bil
it
yf oranypossi
bleerror
sofomi ssi
onandwoul dbeext r
emelygratef
ul
t
othereadersofthi
sprojectr
eporti
ftheybri
ngsuchmi st
akestomynot i
ce.

(
ASHWANIKUMAR)

4
 TABLEOFCONTENT
1)Execut
ivesummar
y

2)I
ntr
oduct
ion

3)CompanyPr
ofi
l
e

4)Pr
oduct

5)Out
let
s

6)Aboutt
hecompet
it
or

7)Obj
ect
ive

8)Resear
chMet
hodol
ogy

9)Resear
chDesi
gn

10) Dat
aAnal
ysi
sandi
nter
pret
ati
on

11) SwotAnal
ysi
s

12) Mar
ket
ingMi
x

13) Aboutt
hemar
ket

14) Fi
ndi
ngs

15) Suggest
ion

16) Li
mit
ati
ons

17) Bi
bli
ogr
aphy

18)Quest
ionnai
re

5
 EXECUTI
VESUMMARY
Therearemanyv ar
iet
iesofsnacksf oods,whichar epr oducedi nIndi
a,andt het y peof
snackfoodv ari
esaccor dingt other egi
on.Thesnacksmar kethaschangedwi ththe
adventofinnov ati
vepr oduct s.Ithasemer gedasaf ast,customi zedandl argemar ket.
Thereisalsoachangi ngper cepti
onofconsumer stowar dspr ocessedf oods,ser vedin
centr
ali
zedfoodser vi
cesy st em.Thepr i
mar yreasonf ort hesechangesi sthedy namic
marketi
ngenv i
ronmenti nt hesnacksbusi ness.Changesi nthemar keti
ngenv ironment
havegeneratedaneedt or econsiderthemanager i
alper spect i
vesonmar keti
ngi nthe
snacksbusiness.Andi nthisnewar enaofi ncreasedcompet iti
onandmar ketsat urati
on
Haldi
ram’sisst i
lldoing wel lwit
h highlysatisfi
ed cust omer s.Asi thasv eryski ll
ed
managementwhocaneasi lysensecust omerr equir
ement ,maintainproductqual it
yand
fr
equentmar ketresearchalway sassuresproductauthenticityinthemar ket.

ThisProjecthasgivenmeagr eatl
earni
ngexperienceandatt hesamet i
meithas
provi
dedmeenoughscopet oimplementmyanal yt
icalabi
l
ity.Thi
spr oj
ecthashelpedme
toknowt heimportanceofcustomercomplai
nts, v
endordev elopment,useofMI Sand
ERP,promot i
onalstrat
egi
esofHaldir
am’s,
mar ketv i
sit
,sal
es&di str
ibuti
onforecast
ing
andmar ketsurvey.

Theanal ysi
sandst udypr esent edinthisProjectReportisbasedondat aanalysis,
marketresearch,andt horoughst udyofmar ketingstr
ategiesusedinHaldiram’sto
maintai
ni tsbrandequi tyi ntheni chemar ket.ThisProjectasawhol epr ov
ided
i
nsightsintothediff
erentf act
sofmar keti
nginanor ganizati
onbutt hemajorfocus
canbedi vi
dedmaj ori
ngi ntof ourpartsv i
z.mar ketsurvey,resear
ch,pr
omot i
onal
str
ategi
esandsal es&distr
ibuti
on.

PURPOSEOFREPORT
Thepurposeoft herepor
tistolear
nthefacet
sofmarket
inganddot
hef
orecast
ingof
sal
esandl aminatesforHal
dir
am PVT.LTD.Alongwi
ththatIhav
eal
soworkedinthe
fol
l
owingareas:-

 Sal
esanddi
str
ibut
ion
 Mar
ketv
isi
tforr
etai
lshops
 Mar
ketr
esear cust
chon“ omersat
isf
act
ion”

6
  Pr
omot
ional
str
ategy

I
NTRODUCTI
ON

Thi
spr
ojecti
sdonet
hroughEDSandundert
het
it
le“
Mar
ket
ingandSal
es&Di
str
ibut
ion”

Pr
epar
ingt hisprojectIwenttoeachandev er
ydistr
ibutors&r et
ail
ersbecauseIwas
doingmar ketresear
ch&sal esr
esearch.Itincl
ude,t
otalmar ketv
olumethati
sbeingsoldin
grocer
yshopsmal lshopsandf rom dist
ributor
sandr etai
lersshoppingmall
sbi gbazaar
,
andother
swher echipsandnamkeensar esold.

Ihav
ecollect
edaboutal
lthepr
oductofHal
dir
am’
sbutwor
kedbasi
cal
l
yforchi
psand
Namkeenssegment
s.

Iwentt
other
etai
l
ersandsawt
hechi
psandNamkeenst
her
eIobser
vet
hef
oll
owi
ngt
hings

 Whet
herourpr
oducti
sav
ail
abl
eornotatt
hatcant
een.

 I
fnott
henwesawofwhi
chcompanypr
oducti
sav
ail
abl
e.

 Howmuchsal
eisoft
hatpar
ti
cul
arcount
erandwhatt
hesal
esv
olumet
hatcount
er
maygi
vet
ous.

 Whati
sthest
rengt
hoft
hatpar
ti
cul
arcount
er?

 Hast
hatcount
ersomanybr
andsofchi
psandNamkeens.

Andifwegetourproduct
,weusedtoaskedthesal
esv ol
ume,r
esponseofconsumer
,
del
i
veryandt
huscametoknowi
nter
estofr
etai
l
ers&consumers

Ifwedidn’
tgetourproductwesai
daboutus,aboutourproduct
s,aboutt
hemar
ginwhat
aboutmargindif
fer
ence,compari
ngthecompet i
tor
s’productandmar gi
npr
ovidedby
them.

Andthenwemadet hem under

standtheext
rafaci
li
ti
esanduni
quesel
l
ingpoi
ntofour
pr
oductandmaket hem readytosaleourproduct
.Thuswedevel
opedthemarketf
or
Hal
dir
am’spr
oduct
.

Aft
erthi
swesaw thecompeti
tor
’sproduct(
quant
it
y)andaskedthest
rength.Wealso
count
edthesi
gnageandast
andofallthecompet
it
or’
scompanyandHal
diram’swhi
chis

7
att
hatpar
ti
cul
arst
ore.

Aft
eral
lIcreateadail
ysur v
eyr epor tand li
sted t
hetot
alshops&
cant
eensav ail
abl
einGhazi
abad.Andt
henanalysest hedat awhichwascollect
edfr
om
market
.Andt hencometoaconcl
usi
ononthebasisoft hatanaly
zeddataandi
nformat
ion.
Aft
eral
litbecomespossi
blet
omakeameani ngf
ulandusef ulreport
.

COMPANYPROFI
LE
Hal
diRam’
sCor
por
ateSuccessSt
ory–Dr
eamsBl
oomi
ngi
ntoReal
it
y

HaldiRam’s:TheCompanywhi chist
odaysynonymouswit
hIndi
ansnacksandsweet
foodmar ketstar
tedthefi
rstchapt
erofthesaga,asa smallsweetshopinBikaner
,
Rajasthani
n1935.By1982, t
hecompanyhadsetupit
sbusi
nessi
nKolkat
a,Nagpur&the
bustli
ngChandni-
ChowkinDelhi
.

Animportantdiv
ersi
fi
cat
ionwasi nr
oadsi
ntotherest
aurantbusi
nesswit
hHaldiRam
havi
ng11r est
aur
antscum showroomsatpr
emium l
ocat
ionsofDelhi&NCRwit
hplanto
openvar
iousoutl
etsi
nNorther
nIndia.

Promot edbytwo1stgenerat i
onent repreneursMr.M. L.Agarwal&Mr.M.S.Agarwaland
backedbyBoar dofDirectors(Mr .Pankaj ,Anand,Ami t
,Ashish&UmeshAgar wal)and
ManagementTeam ( Dr
.A. KTy agi(Pr es),P.K.Agarwal(Consult
ant
),RahulKat
huri
a,VK
Gupta,Mr .A.
K.Ty
agi),t oday ,theVi si
onandMi ssionofthecompanyist ohaveglobal
presenceasFood&bev eragecompanyt hrough
I nnov at
ion
 Professionalizati
on
 Expansi on
 StrategicAppr oach
 and, BusinessAcqui si
ti
on

Haldi
ram i
sont hewayofi tsvi
si
onast odayi
tisanISO9001&HACCPcer ti
fi
edcompany
andhaspresencealloverIndi
a,62countri
es(UK,US,Germany,Aust
ral
i
a, UAE-t
onamea
few)inworldandtopsuper market
soft heworldli
keTESCO,SOMMERFI ELD,SPINNEYS,
CARREFOUR.The f actt hattodayHal di
Ram export
s 60 mn doll
ars goods and has
regi
ster
ed40%gr owthoverlast5year
si t
sel
ftel
l
sitssuccessst
ory

Hal
dir
am’
ssuccesssagai
sbecauseoft
hepr
o-act
ivet
hinki
ngofmaki
ngaccessi
ntot
he
8
tr
adit
ional
,fr
eshhomemadef oodandskill
full
yconver
ti
ngiti
ntoaproductlineext
ensi
on.
Withittheyhavebustedt
hemy t
ht hatI
ndianconsumerswil
lnotpayext r
af orwest
ern
conceptofpackagedf
oodandthattwooftheIndi
anHousehol
dkit
chencategory.

Haldi
ram’singredi
ent
sofsuccessr eci
peincludesadiversi
fi
edpr
oductpor
tfol
i
o,st
ri
ngent
quali
tycontrol
s,goodraw materi
al,st
orage,product
ionandpackagingpr
ocesseswhich
hasr esul
tedinunparall
eltast
eandext endedshelflif
e,AlsoHaldi
ram’
ssensit
ivi
tyto
cat
eringto

thelocalpal
ates(30–40% ofHal di
ram f
lav
our
saresensi
ti
zedtosui
tlocaltast
e) has
resul
tedincreati
ngaloyalconsumerbase.AlsonoModerntradei
scompl etewit
hout
stocki
ngHaldiRam’spr
oduct
s.

AlsotheSuppl
yChainwhichisbr
okendowni nt
ot wocategori
esofret
ailandi
nst
it
uti
onal
salesi
smanagedwellbystr
ongnetworkofC&F,Dist
ri
but
or s,
Wholesal
ersandRet
ail
erst
o
maket hepr
oductav
ail
abl
eatremotestt
ownoft hecount
ry.

Hal
diRam hasmanageddetail
sofrightt
echnol
ogy
,packagingst
andar
dizat
ions,
consumer
af
for
dabil
it
y,qual
it
ytastyproduct
s,andv ol
umedeli
ver
ablesextr
emelywelltoweavethe
magi
calsuccesssaga.

Lastbutnottheleast
,thePeopl
ebehindt
hepr
oduct–t
hel
ocalt
alentneedsment
ioni
ng
astheyhavehelpedHaldi
Ram gr
owbig.

Today
,Haldir
am canpr
oudl
ycl
aimt
hatwhatbeganasasmal
l-
ti
meenter
pri
sei
nIndi
aisa
gl
obalphenomenonnowandHALDI
RAM’SISWAYOFLI FEFORINDI
ANSNOMATTER
WHICHCOUNTRYTHEYLI VEI
N.

Present
StockNow
Today ,Haldiram’sisa1735. 9crbr andthatisaf ami l
iarsightonshel vesacr osst heUSA,
UKandt heMi ddleEast.NonResi dentIndianscarrybackpacket sofHal dir
am’ salong
withthef arewel l
sandnost algia.Andi ti
st hi
snamet hattheylookf orast heyscanshops
forfami l
i
arscent sandsi ghts.
Presentlyithasf ourplant sinandar oundDel hit
hatpr oduce50t onnesofnamkeens( 56
vari
eties),20t onnesofchi ps, papad( 7v ari
eti
es)andf unf oodand5t onnesoft i
nned
sweet s(12v ar i
eti
es)andsoanpapdi ,ondail
ybasis.Twomor epr oductionuni tsare
comi ngupwhi chwi ll
notonl yi ncreasecapaci t
ybutal somakesi tpossi bleforust o
i
ntroducenewpr oductlines.
Forov er60y ear snow, t
hef i
rm hasbeenuni fyi
ngt hepal ateofIndi a.Ithasnotbeent he
simplestoft asks; I
ndiaspeaksdi f
ferenttastebudst omat ch.Howev er,todayi tisaname
thathasbecomesy nonymouswi thtasteandqual i
t ynotonl ywithinI ndiabutt hewor l
d
over.
TodayHal dir
am’ soccupi esconsi derableshelfspaceatpr omi nentsuper market sthe
worldov er:Tesco, Summer fi
eld, Sipneys,andCar r
ef ore.From traditi
onal Indiansweet s

9
andsav our
iest
othemorei
nternat
ionalchi
ps,cooki
es,nut
sandsherbet
s,it
sproduct
sar
e
fastcaptur
ingt
heimagi
nat
ionofpeoplemakingitpossibl
efori
ttoai
mf ordeep
penetrat
ionint
heMiddl
eEast,
EastEuropeandpar t
sofNor t
hAfri
ca.

Future
Leveragi
ngOurExist
ingEquity
Thef i
rm pl
anstol
everageit
sequityint
hedomest i
candinternat
ionalmarkettobecomea
foodcorporat
ionwi
thnotjustbrandedproduct
sunderit
sbeltbutalsorestaur
ants,r
etai
l
chainsandwideport
foli
othati
ncludessuchdiver
seproductsasmi l
k-basedfoodand
noodles.

Inthenearfuturei
thopestobei npl acessuchasAl ger
ia,Jorden,Yemen, Taiwan,
Columbia,Cyprus,Ukrai
ne,Li
bya, Tunisi
a,Egypt,Armenia,WestI ndies,Sweden,Finl
and,
Tri
nidad,andTobago.
Haldir
am’ssuccesssagai sbecauseoft hepro-acti
vethinki
ngofmaki ngaccessintothe
tr
aditi
onal,f
reshhomemadef oodandski l
ful
l
yconv erti
ngitintoapr oductli
neextension.
Withtheyhav ebustedthemytht hatIndianconsumer swi l
lnotpayext raforwestern
conceptofpackagedf oodandt hattoooft heIndianHousehol dkitchencategory.

Ithasalsoinv
estedconsiderablyinanadvancedprocessingandpackaginguni
t,whi
ch
enablesitt
omar ryt
radit
ionwi t
htechnol
ogy.Thisi
swhy ,nomatterwhoseshel
four
productsit
son,ital
way sstandsoni t
sown.
AlsotheSupplyChainwhi chisbrokendownintotwocat egori
esofret
ailandi
nsti
tut
ional
salesismanagedwel lbystrongnetworkofC&F,Distr
ibutors,
Wholesal
ersandRetai
lerst
o
maket heproductavai
lableatremotesttownofthecount ry
.

10
 Awar
ds&Achi
evement
s
Hal
dir
am’sisanISO9002andHACCPr ecognizedcompanywithsev
eralawardsunderi
ts
bel
t.
I nt
ernat
ionalAwardf orFood & Bev
er agesawarded byTrade Leader
sCl ub i
n
Barcel
ona,Spai
nin1994.

 KashalkarMemori
alAwardpr
esentedbyAl
lIndi
aFoodPr eser
ver
sAssoci
ati
onin
1996ati tsGol
denJubil
eeCelebr
ati
onformanufact
uri
ngt hebestqual
i
tyfood
products.

 Hi
ndRat
anAwar
d.97gi
venbyNRIWel
far
eSoci
etyofI
ndi
a

 Brand Equi
ty Awar
d 1998 was awar
ded by Pr
ogr
ess Har
mony Devel
opment
ChamberofCommer ce&Indust
ryinrecogni
ti
onofcr
eat
ingasuccessf
ulIndi
an
br
and.

 APEDAExportAward2001-2002wasawar dedbyAgr i
cult
ural&Pr ocessedFood
Pr
oduct
s Export Devel
opment Authori
tyf or outst
anding contri
bution tothe
pr
omoti
onofAgri
cult
ural&ProcessedFoodProductsduringtheyear2001-2002.

 MERADelhiAwardwasawar
dedbyAgr i
cul
tur
al&Pr
ocessedFoodPr
oduct
sExpor
t
Dev
elopmentAut
hor
it
yint
heyear2004.

 AMITYLEADERSHIPAWARD- 2008wasawardedbyAmi tyBusi

nessSchool
,Ami
ty
Uni
ver
sit
yforbestHRpr
act
ices(Ret
ail
)int
heyear2008.

SALESTURNOVER(
2008-
09TO 2012-
13)

Sal
esTur
nov
er Rs(
cror
es)

11
 2008-
09 774
2009-
10 937
2010-
11 1177
2011-
12 1477
2012-
13 1736

DI
STRI
BUTI
ONFLOW CHART
Haldi
ram’st
ransact
sonanadv anceRTGSbasisfrom i
tswhol
esaledealer
sinsteadofthe
cheque orcash system adopted byothermajorFMCG compani es.Thispr act
ice i
s
consi
stentwit
hHal dir
am’sphil
osophyofmaintaini
ngcashtransact
ionsthroughoutthe
suppl
ychainanditalsomini
mizesdumping.

Distr
ibut
erscarryinventoryt
hatisjustadequatetotakecareofthetransitt
imefrom the
branchwar ehouse( C&F)totheirpremises.Thisj
ust-
in-
ti
meinventor
yst r
ategyimproves
dealersret
urnoni nvest
ment(ROI )
.AllHaldir
am’sbranchesengageinr outeschedul
i
ng
andhav ededicatedvehicl
eoperati
ons.

I
NDUSTRYDI
STRI
BUTI
ONNETWORK

FACTORY

C&F I
NSTI
TUTI
ONALSALES

DI
STRI
BUTORS

WHOLESALERS RETAI
LERS

RETAI
LERS

CONSUMERS

12
Oper
ati
onalSt
ates:
Del
hi,
Har
yana,
Punj
ab,
J&K,
Raj
ast
han,
Utt
aranchal
,Ut
tarPr
adesh,
Bi
har
,Jhar
khand,
Nor
thEast
.

PROMOTERS
 Mr
.Manohal
Lal
Agar
wal
(Chai
rman)

 Mr
.AnandAgar
wal
(MD)

 Mr
.Ashi
shAgar
wal
(Execut
iveDi
rect
or)

Boar
dofdi
rect
or’
s

Managi
ngdi
rect
or

Pr
esi
dent

Account
s& Salesand
R&d marketi
ng
Gm-
fi
nance oper
ati
o
manager ns

Iam wor ki
ngundert
hesales&
marketi
ng managerMr.Gaurav
mahajan.
13
 Pr
oduct
sAndManuf
act
uri
ng
Uni
ts
Namkeens:
:Pr
oducedatHal
dir
am Manuf
act
uri
ngMat
hur
aroad

HALKA
ALLI
N BOMBAY FULKA
ONE CHANA CHANADAL MIXTURE

ALOO BOMBAY CHANAJOR HARA

BHUJI
A MIXTURE GARAM CHI
DWA

BOONDI
BANANA BHUJI
A CHIDWA KABLI
CHI
PS MI
XTURE PLAI
N CHANA

BANANA CORN
CHI
PS BOONDI FLAKE KAJUDAL
MASALA MASALA MIXTURE BIJI

BANANA
CHI
PS BOONDI KAJU
SALTED PLAI
N DALBI
JI MASALA

BANANA
CHIPS
TANGY BOONDI KAJU
TOMATO RAI
TA GHATI
A MI
XTURE

BHELPURI CHAI
PURI
FALAHARI KAJU
14
 MI
XTURE SALTED

FALAHARI KANPURI
BHUJI
A CHAKOLI WAFFER MIXTURE

BHUJIA CHANA GUJRATI KARANCHI

PLAI
N CRACKER MIXTURE MI
XTURE

KASHMIRI
SAMOSA OM PURI NAVRATTAN MIXTURE

NIMBU KAKHARA
SEM BEEJ PANIPURI MASALA CORIANDER

SAHI PUNJABI KAKHARA

MI
XTURE TADKA NUTMI
X JEERA

MOONG
DAL KAKHARA
MASALA METHISEV LONGSEV MASALA

MOONG MINI
DALMAST BHAKAR MADARASI KAKHARA
MASALA BADI MIXTURE METHI

MOONG
DAL
CHATAK MOODI MASALA KAKHARA
MASALA MIXTURE TWI
ST PLAIN

KHATTA
MEETHA MOONGDAL MATHRI  

Namkeens:Pr
oducedatHal
dir
am Manuf
act
uri
ng–Gur
gaon

MOONGDALMASALA
BHELPURI

BHUJI
A

BHUJI
APLAI
N MOONGDALMAST

15
 MOONGDAL MASALA

MOONGDALCHATAK PANI
PURI
MASALA

Namkeens:
:Pr
oducedatHal
dir
am SnacksPv
tLt
d–B1Noi
da

Bhuj
i
a Al
oobhuj
i
a Khat
tami
tha

Nav
rat
tan Moongdal Panj
abi
tadka

Al
li
none Dal
bij
i Bombaymi
x

Kashmir
i
Shahi
mixt
ure Kaj
umi
xtur
e
mixt
ure

Chana
Chanadal Chanaj
orgr
am
cr
acker

Bombaychana Kabul
ichana Longsev

Met
hisev Kar
odpat
i Teekhasev

Chi
l
lipat
aka Bi
kaneri
mal
ai Chat
pat
amat
ar
sev

Ni
mbumasal
a Har
achi
dwa Halka f
ulka
mixtur
e

Guj
arat
imi
xtur
e Mi
nibhakhar chakol
i
badi

Madr
asi
mixt
ure Mur
ukku Cor
nfl
akesmi
xtur
e

16
Snacks(I
tems&Pr
oduct
sint
hiscat
egor
y)

Snacks:
:Pr
oducedatHal
dir
am SnacksPv
tLt
d–B1Noi
da

PudinaTreat Takat
ak
Al
ooMasal
a
(Chips) Masala

NATKHAT
Cl
assi
cSal
ted Sour&Cream
TOMATO
(Chi
ps) Oni
on
(Takat
ak)

MastMasala Cheez
iBall
s
Bol
etos
(
Chips) (Whoopi
es)

TangyTomato Chat
pat
aSti
x
 
Ringos
(
Chips) (
Whoopi
es)

Papri
chaat Hear
tBeat
Al
oomasal
a 
(
Chips) (
Whoopi
es)

17
Sweet
s(I
tems&Pr
oduct
sint
hiscat
egor
y)

Sweet
s::
ProducedatHal
dir
am SnacksNoi
da

Kal
am
Rasgul
l
a Chamcham
pet
ha

White
Rasmal
ai Raj
bhog
Rasbhar
i

Kesar Kesar
Gul
abj
amun
Rasbhar
i Gandher
i

Soanpapdi Soanpapdi Soan

desi
ghee v
eget
abl
e papdi
ghee chocol
ate

Soanpapdi Soanpapdi Soancake

coconut or
ange

dr
ypet
ha Pat
isa Soan
hal
wa

18
 COMPETI
TORS

COMPETI
TORSOFHALDI
RAM’
S
The snacki ndust
ryi n Ghazi
abad i
shi ghlycompeti
ti
ve where notonl yNat i
onaland
I
nternat
ionalbrandsex i
stbutalsolocalbrandshavemadet hei
rpr ominent
ly.Amongal l
HALDIRAM” Shast headv ant
ageofear l
ymov erbutot
hersal
sopi ckingupqui ckl
y.There
aremanycompet i
torsinGhaziabadforHaldir
am’swhi
chamat t
erofconcer n.Thelistof
Haldi
ram’scompet i
torsisasfoll
ows:

Snacks
 Bi
ngo

 l
ays,

 kur
kur
e,

 oy
eoy
e,

 Di
amond

 Somel
ocal
regi
onal
play
ers

Namkeens

 Bi
kaj
i

 Bi
kanerwal
a,

 j
ain’
s,

 bi
kano,

 Bal
aji

19
  Lehar

 Somel
ocal
regi
onal
play
ers

Papad

 Li
j
jat

 Bi
kaj
i

 Somel
ocal
regi
onal
play
ers

Sweet
s

 Bi
kanerwal
a

 Bengal
isweet
s

 Bi
kaner

 Somel
ocal
regi
onal
play
ers(sudha,
par
as)

Sy
rups

 Roohaf
za

 Ki
san

 Dabur

 Somel
ocal
regi
onal
play
ers

ReadyToEat(
RET)

 mi
l
kmai
d

 nest
le

 Somel
ocal
regi
onal
play
ers(
Aussi
foodpv
t.Lt
d.(
Rte)del
hi;
Arkr
it
ifoodspv
tlt
d.
(
rte)del
hi)

20
Bi
scui
t

 Br
it
anni
a

 pr
iyagol
d

 bakeman’
s

 par
le

 sunf
east

 Somel
ocal
regi
onal
play
ers

RESTAURANT

 Nat
hu’
s

 Ev
ergr
een’
s

 Bengal
iSweet
s

 SagarRat
na

 McDonal
ds&Ni
rul
as

 Yo!Chi
na

 Local
SweetShops

21
 OBJECTI
VESOFTHEPROJECT
In market
ingonl yproj
ectreportisnotr equi
redt her
e mustbesomeobject
iveorgoal
becausewithoutanygoalandobjecti
ve, noprojectRepor
tcanbecompl
etedi
ntruesense
sothemainobj ecti
veofdoi
ngt hispr
ojectRepor ti
sconfi
nedtocompl
eti
onofsomewor k
thati
sassi
gnedt oy ouf
orsomer eason: -

Whatthesubj ectorpaperst hatisbei

ngt aughtincl
assr
oom atM.B.
Apr ogram
i
scompletelytheoret
icalsoduringthesummert r
ainingyoucancompareandlearnhow
themarketi
ng activi
tyinanor ganizationvari
eswi ththeoryand how t
histheoret
ical
knowl
edgeisbei ngappliedi
nanor gani zat
ionandhowmucht heyarebei
ngappli
cableso
i
tsqui
tehelpfult
oknowandunder stand.

Tocreat
ethecontactwit
hworki
ngofanorgani
zati
onandseethedif
ferenttypes
ofmar
keti
ngactiv
iti
es.Ital
so hel
psust otakeknowledgeaboutpr
oductdi st
ri
butor
pr
omoti
onandbuyingbehavi
or.I
tal
sohel
psinknowi
nghowv ar
ioust
oolsandtechniques
ar
ebei
ngused.

Tofi
ndoutt
het ypesofchannel
,bywhi
chpr
oducti
ssel
l
ingandt
oknow
monopol
yandav
eragesal
esoftheseoutl
ets.

Fol
l
owi
ngsar
etheobj
ect
ivesoft
hepr
oject
-
 Tost
udyt
hedat
atr
endi
ngandanal
ysi
s

 Tounder
standf
orecast
ingbasedont
hist
rendi
ng

 Tocheckoutv
isi
bil
i
tyandabi
l
ityofdecl
i
ningpr
oducti
nthemar
ket
.

 Tost
udyt
hedi
str
ibut
ionnet
wor
kofHal
dir
am pr
oduct
s.

 Tostudyaboutconsumerandr
etai
l
ersper
cept
ionr
egar
dingHal
dir
am’
s
namkeensandchips

 Tocar
ryoutacompet
it
iveanal
ysi
sofHal
dir
am’
sSnacksv
is-
à-v
iscompet
it
or
22
 br
andsinthesamesegmentav ai
labl
einGhazi
abadbasedonpar ameter
ssuch
aspr
ici
ng,productr
ange,packagi
ng,prof
itmar
ginst
or et
ail
ers,
discount
sand
cr
edi
tpoli
ciesprovi
dedtoretai
ler
s.

SCOPE OFTHEPROJECT
Scopeoft heprojectmeanst heareawhichwecoverunderourproj
ectandhowi ti
s
benefici
al.I
nmypr oj
ectIuset odealwi
ththemainareasofmarketi
ng.Andalsodur i
ng
thi
spr oj
ectIhavet odoforecasti
ngandf i
ndouti
ncli
ninganddecli
ningproducts.I
nthis
reportoftheprojectyouwill
findthatwhatandhowmar ket
ingpl
aysani mportantrol
ein
businessdevelopment .

Duri
ngthispr
oject
,Idi
dasurveywhichreveal
sthecur
rentst
atusofthecompanies
ser
vicesandthecompeti
tor
spositi
oninthemarket
.Andtheoutcomesofthatsurv
ey
companycanusef ort
hei
renhancementandtoincr
easethei
rbusiness.

USEANDI
MPORTANCEOFPROJECT-
Useandi mportanceoft heproj
ect, meanst hepracticalappl
icat
ionsofallthemar
ket
ing
conceptintheprojectandt hepracti
cal knowledgewhi chIgetduringmysummer
i
nternshi
pi sbenefactorformycar eer.Iworkedonmanyv ar
iant
sinthi
sproj
ect.
Fol
lowing’saretheuseandi mportanceoft heproject—

(1)Duri
ngthispr oj
ectIhavelear
naboutdiff
erentmar ket
ingconceptwiththeirpract
ical
use.
2)Dur i
ngthispr oj
ectIhavelear
ntheway&i mportanceofr et
ail
ershandli
ng
3)Iam mai nl
yi nvol
vedwiththesell
inganddist
ri
butionofthesnacksandnamkeens.
4)InthisprojectIwil
lalsoassessthemarket&checkt heavai
labi
li
tyandv i
sibil
it
yof
producti
nthemar ket

23
 METHODODLOGY
Methodol
ogyincludest
heoveral
lresearchpr
ocedur
es,whichar
efol
l
owedintheresear
ch
st
udy.Thi
sincludesResear
chdesign,thesampli
ngprocedur
es,
andthedat
acoll
ecti
on
methodandanaly si
spr
ocedur
es.

Resear
chObj
ect
ive

Objecti
veofthereportist
ol ear
nthefacet
sofmarketi
nganddothemoni
tor
ingand
countersel
l
ingf
orHaldir
am PVT.LTD.Al
ongwit
hIwi
l
lalsowor
kint
hefol
l
owi
ngareas:
-

 Mar
ketv
isi
tforr
etai
lshops
 Resear cust
chon“ omersat
isf
act
ion”
 Sal
es&Di
str
ibut
ion
 Pr
omot
ional
str
ategy

Sampl
eDesi
gn

 
Asampl
edesi
gni
sadef
ini
tepl
anf
orobt
aini
ngasampl
efr
om agi
venpopul
ati
on.I
tref
ers
t
othet
echni
queort
hepr
ocedur
ether
esear
cherwoul
dadopti
nsel
ect
ingi
temsf
ort
he
sampl
e.Fort
hesei
nvest
igat
ion

Sampl
esi
ze:
-

 Formar
ketv
isi
t-100r
etai
lout
let
.
 Forconsumersur
vey–100cust
omer
s
 Tr
endi
ng-pr
evi
ous2y
eardat
a

24
Ar
eaofoper
ati
on:
-

 Formar
ketv
isi
t-Ghazi
abad
 For
ecast
ing&t
rendi
ng-sal
es

Ar
eaofsampl
ing: GHAZI
BAD

Vasundhar
a

Vai
shal
i

Pat
elnagar

Pr
atapVi
har

RahulVi
har

Vi
j
aynagar

Kav
inagar

Sanj
ayNagar

Modi
nagar

Mur
adnagar

Duhai

RAJNAGAR

25
 Resear
chdesi
gn:
-
Ty
pe: Expl
orat
oryr
esear
chdesi
gnusi
ngsecondar
ydat
aanal
ysi
s

Descr
ipt
iver
esear
chdesi
gnusi
ngsur
veymet
hod

Sur
veyusi
ngper
sonal
int
erv
iew(
facet
oface)i
nter
viewmet
hod

Sour
cesofi
nfor
mat
ion: sur
veybymeansofst
ruct
uredundi
sgui
sedandgener
alf
acet
o

f
acei
nter
act
ionwi
thout
lethol
der
sanddi
str
ibut
ersandusedsomesecondar
ydat
a.

Met
hodsofdat
acol
lect
ion:-I
tcanbeobt
ainedei
thert
hroughdi
rectcommuni
cat
ion 
wit
h
r
espondent
sinonef
orm oranot
herort
hroughper
sonali
nter
views.Quest
ionnai
reand
i
nter
viewi
ngar
emai
nweaponst
ocol
l
ectdat
a. 
Ther
ear
emai
nlyt
wot
ypesofdat
a–

 Pr
imar
yDat
a
 Secondar
yDat
a

 
Pri
mar
yresear
chent
ail
stheuseofi
mmedi
atedat
aindet
ermi
ningt
hesur
viv
aloft
he
mar
ket
.Thepopul
arway
stocol
l
ectpr
imar
ydat
aconsi
stofsur
vey
s,i
nter
viewsandf
ocus
gr
oups,
whi
chshowst
hatdi
rectr
elat
ionshi
pbet
weenpot
ent
ial
cust
omer
sandt
he
26
compani
es.Wher
eassecondar
yresear
chi
sameanst
orepr
ocessandr
eusecol
l
ect
ed
i
nfor
mat
ionasani
ndi
cat
ionf
orbet
ter
ment
soft
heser
viceorpr
oduct
.Bot
hpr
imar
yand
secondar
ydat
aar
eusef
ulf
orbusi
nessesbutbot
hmaydi
ff
erf
rom eachot
heri
nvar
ious
aspect
s.

Ty
peofdat
atocol
l
ect
-

 Cat
egor
ical
 nomi
nal
-obser
vat
ionst
hatcanbecoded
 or
dinal
-obser
vat
ionst
hatcanber
anked
 Cont
inuous

-
Obser
vat
ionst
hatcanbecount
edormeasur
ed

 Mi
xed
 mat
ri
xofcat
egor
ical
andcont
inuousdat
a

Fol
lowi
ngar
etheway
sthr
oughwhi
chdat
acanbecol
lect
ed

 Obser
vat
ions
I
nter
views
 Repor
ts
 Recor
ds

Tool
sofdat
aanal
ysi
s:-ExcelandWel
l–st
ruct
uredquest
ionnai
resmi
ghtber
efer
redf
or
dat
aanal
ysi
s.

TYPEOFRESEARCHMETHOD-

27
Fourt
ypesofr
esear
chmet
hods:

 Qual
i
tat
ive-

 Quant
it
ati
ve

 Mi
xed(
qual
i
tat
iveandquant
it
ati
ve)

 Cr
it
ical
andact
ionor
ient
ed

I
ntheser
epor
tdat
aiscol
l
ect
edbymeansofsur
vey
.Af
ormatwasmadef
orcol
l
ect
ing
t
hedat
ainwhi
chi
mpor
tantquest
ionswasbei
ngpr
epar
edf
orcol
l
ect
ingt
hedat
ae.
g.t
o
knowt
hemar
ketshar
eofhal
dir
amst
otal
demandexi
sti
ngi
nthemar
ketwhat
’st
heshar
e
ofcompet
it
ors.
consumer
spr
efer
encest
ast
esandagegr
oupwhi
chmai
nlyuset
he
pr
oduct
sofhal
dir
ams,
classofpeopl
emai
nlyusi
nghal
dir
amspr
oduct
s.Whatar
etool
s
andt
echni
quest
hatar
ebei
ngusedbyt
hecompanyt
oincr
easet
hesal
esofcompany
?

Fi
eldwor
ks

Fori
nter
viewi
ngt
her
etai
l
ers&di
str
ibut
orswentt
oeachandev
eryshops&out
let
swher
e
namkeenschi
psandot
hert
hingsofcompanywassol
dschool
,col
l
ege,
hospi
tal
,Dhabas,
r
est
aur
antofGhazi
abad.ThusIi
nter
viewabout100r
etai
l
erscant
eenowner
sandt
he
ent
ir
edi
str
ibut
orov
ert
heent
ir
eGhazi
abad.Iaskedt
hem t
ohel
pmei
nfi
l
li
ngt
hef
ormatof
quest
ionnai
resf
orcol
l
ect
ingdat
a.

MEETI
NGWI
THTHEDI
STRI
BUTERS

Wehav
etakenpr
iorappoi
ntmentwi
tht
hedi
str
ibut
orswhosuppl
i
esHal
dir
am’
spr
oduct
sin
t
hev
ari
ousar
easofGhazi
abad.Wef
ixourappoi
ntmentondi
ff
erentdat
eswi
thdi
ff
erent
di
str
ibut
ors.TheDi
str
ibut
orswhi
chwehav
ecov
eredar
e:

 Madhurt
rader
s

28
  R.
S.Di
str
ibut
ors
 Bal
ajient
erpr
ises
 Dhanshr
eeent
erpr
ises
 SancharSy
stem
 AshokTr
ader
s

Wehav
ecov
eredt
hese6Di
str
ibut
orsandwor
kwi
tht
hem i
nsel
l
ing&di
str
ibut
ionof
hal
dir
am snacksandnamkeensf
ort
hepur
poser
egar
dingt
her
etai
lpenet
rat
ionoft
he
Hal
dir
am’
sWest
ernSnacksf
orf
ulf
il
mentofourpr
ojectobj
ect
iveandt
oknowt
hev
ari
ous
aspect
sofdi
str
ibut
ionandt
hepr
osandconsoft
heHal
dir
am’
spr
oduct
s.

Wemett
heseDi
str
ibut
orsanddi
scussedaboutt
hef
oll
owi
ngt
hings:

 Whicht ypesofPackagi nghei ssupplyinginthemarket

?
 Howmanyr etailer
sheiscov eri
ng?
 Whichpackagi ngaccounthighestsales?
 Whatschemesy ouaregetti
ngandwhatt ypeofschemesy
ouar
eof
fer
ingt
othe
ret
ailer
s.
 Whati st hefrequencyofr eorder?
 Whatar et hepr ofi
tmargintheygets?
 Marketpenet rat i
onofproducts.
 Stor
ageandt ransportati
onissue.
 Replacementt heygetandpr ovidetotheretai
l s.
er

Madhurt
rader
s

 Wev
isi
tedMadhurt
rader
smanyt
imesdur
ingt
het
rai
ningper
iod
 Hei
swor
kingwi
thHal
dir
am’
sfr
om past1andhal
fyear
s.
I
tisownedbyMr
.Sandeepgupt
a
 Hei
scov
eri
ngar
ound200r
etai
l
ersi
nMur
adnagarmar
ket
.
 Hest
oresl
argeSQ’
sofal
lnamkeens
 Heget
s7%pr
ofi
tmar
ginsoft
otalsal
es.

29
R.
S.Di
str
ibut
ors

 Wehadv
isi
tedR.
S.Di
str
ibut
orsf
ivet
imes
I
tisownedbyMr
.Kapi
l
 Hei
swor
kingwi
thhal
dir
amsf
rom 2mont
h
 Hei
scov
eri
ngPr
atapVi
harMar
ket
 Hest
oressnacksandsmal
lnamkeen
 Hei
snewi
ndi
str
ibut
ionar
eas
 Heget
s7%pr
ofi
tmar
ginsoft
otalsal
es.

Bal
ajient
erpr
ises

I
tisownedbyMr
.Kul
deep.
 Hei
scov
eri
ngar
ound400r
etai
l
ers.
 Hest
oresal
ltr
adi
ngpr
oduct
s
 Hei
swor
kingwi
thhal
dir
am f
rom l
ast5y
ear
s
 Heget
s7%pr
ofi
tmar
ginsoft
otalsal
es.
 Hei
snotget
ti
nganyschemes

SancharSy
stem

I
tisownedbyMr
.Kr
ishl
ay.
 Hei
scov
eri
ngVai
shal
iandVasundhar
amar
ket
.
 Hest
oresal
ll
argenamkeens
 Hest
art
swor
kingi
nhal
dir
am f
rom 15-
07-
2013
 Heget
s6%pr
ofi
tmar
ginsoft
otalsal
es.

PROSANDCONSOFHALDI
RAM’
SACCORDI
NGTOTHEDI
STRI
BUTORS

Aftertaki
ngthei
nter
view wit
hdi
stri
but
orst
herearef
ew pr
osandconswhichcomesto
accountandwhichcontribut
eav er
yimport
antposi
ti
veandnegati
vet
hingsaboutt
he
Haldir
am’s.Thev
ari
ousprosandconsofHal
dir
am’sar
easfoll
ows:

30
Pr
os:

 Quali
tyofHal
dir
am’
sisqui
tegoodascompar
edt
otheot
herbr
andsav
ail
abl
eint
he
market.

 TheBr
andequi
tyi
shi
gh.

 ThePr
icei
satparwi
tht
heot
herr
unni
ngbr
andsi
nthemar
ket
s.

 Thewei
ght
ageofpackagi
ngi
sgood

 TheTast
eisv
erygood.

 Pr
oduct
sar
eav
ail
abl
einal
argev
ari
ety
.

Cons:

 Thepr
ofi
tmar
ginsar
eless

 Companydoesnotgi
vesal
esper
sonf
ort
hedi
str
ibut
ion.

 Thedi
str
ibut
ioni
sunev
en,
notsuppl
yi
ngt
hedemandedpr
oduct
sont
ime.

 Ver
ylesspr
omot
ional
act
ivi
ti
es

 Noschemespr
ovi
ded.

 Noi
ncent
ivesof
fer
edt
otheDi
str
ibut
ors.

 Ther
epl
acementofexpi
redpr
oduct
stakesal
otoft
ime.

 Thechi
psmanuf
act
uresi
ndi
ff
erentbat
chest
ast
edi
ff
erentf
rom ev
erybat
ch.

I
rr
egul
arsuppl
yofSQ’
stot
hedi
str
ibut
ers

 Fr
equentchangesi
nthepackagi
ng

l
otofpacket
swi
thoutai
rint
hecase

SUGGESTI
ONSGI
VENBYDI
STRI
BUTORS

Aft
erdi
scussi
ngvar
iousthingswitht
hedistr
ibut
ors,
theyhavegi
venf
ewsuggest
ionshow
Hal
dir
am’scanimprovedistr
ibut
ionandotherimport
antthi
ngst
oincr
easet
hesalesand

31
sat
isf
act
ionl
evel
wit
hDi
str
ibut
orsandr
etai
l
ers.Ther
ear
efol
l
owi
ngsuggest
ions:

 Hal
dir
am’
sshoul
dgi
vesal
esper
sonsuppor
ttot
hedi
str
ibut
ers

 Hal
dir
am’sshouldimprovethei
rpromoti
onalst
rat
egi
est
omaket
hel
ocalpeopl
e
moreawareofi
tsenti
rerangeofi
tspr
oducts.

 Hal
dir
am’
sshoul
dpr
ovi
demot
ivat
ingi
ncent
ivesschemes.

 Hal
dir
am’
sshoul
drepl
acet
heexpi
redpr
oduct
sandr
atcut
ti
ngal
soi
nlesst
ime.

 Hal
diram’sshoul
dimpr
ovet
hesuppl
yofpr
oduct
sfr
om t
heC&Fagent
stot
he
di
str
ibutor
s.

DATAANALYSI
SANDI
NTERPRETATI
ON

HYPOTHESI
STEST
Thedatathathasbeencoll
ectedbymeansofsur
veyandquest
ionnai
reshasbeen
analy
zedandtestedbyexcelandthenr
esul
thasbeeni
nter
fer
ed.vari
ousgraphsandchar
t
barsareusedtoint
erf
erethedata

Whi
leprepari
ngthedataithasbeenkeptinmindthatthedat
ashouldbecoherentand
t
her
eshoul dbenobiasness
 Fi
eldediti
ng(t
hatisdetai
lofdatahasbeencoll
ected)
 Abbrevi
ati
onsandshor tf
ormsnotused
 Readabil
it
yandunderstandabi
l
ity
Inadequateanswershasbeenr emovedthati
s( i
ncomplet
eanswers,
lef
tblanked

32
 answer
s)
 Mist
akest
hathasbeenaccur
sedi
ncol
l
ect
ingt
hedat
ahasbeenr
emov
ed

HYPOTHESI
STEST
 Thevar
iousmethodofhy
pot
hesi
stestt
hathasbeenusedi
nanal
yzi
ngt
hepr
oduct
s
arev
ari
oustestl
ike
 ZTEST
 FTEST
 TTEST
 CHISQUARETEST

 PARAMETRI CTEST
 NONPARAMETRI CTEST
Parametr
icandnonparamet
ri
ctestbothhasbeenusedt
oanal
yset
hedat
aandhas
beentr
iedthatdat
ashoul
drepr
esentthetr
uedata.

NAMKEENSSHAREI
NGHAJI
BADMARKET

33
Thedat aaboutconsumptionsanddiff
erentnamkeenssol dinmar kethasbeencol
l
ected
andithasbeenobservedthathaldi
ramscapturehighestpercentsharei
nnamkeensandit
i
sabout60%shar e,balaj
icaptur
es17%ofmar ketshare,bi
kanerwalaholds20%shareof
marketandresthasbeencapturedbyotherbrands.

34
 DEMANDOFCHI
PSI
NGHAZI
ABADMARKET

Amongt
hedi
ff
erentbr
andsofchi
pst
hati
sbei
ngsol
dinmar
ket.
onbasi
sof

datacollectedandanalysi
slayscapt
ureshi
ghestshar
einmarkett
hati
s30%ofmarket
share,haldiramsalso capt
uresquit
egood shareofmarket
.Onanalysi
s% shar
eof
dif
ferentbrandisshown

35
 Di
ff
erentconsequencet
hataddsi
nsal
esv
olume

Var
iousf
act
orst
hathel
pst
oincr
easet
hesal
esv
olumeofpr
oduct
s

Tasteisthemaj
orfact
oronwhi chsal
esofaproductdepends.therearealsosecondar
y
fact
ors on whi
ch al
so qui
te good shar
e ofsales depends thatis adver
ti
sements,
packagi
ng,br
andandotherf
act
or s.

36
 PACKETSI
ZE

Salesofpr oduct
salsodependsonpacketsizeofproduct
sitcanbeeasil
yseenthat15gm
packetsi zeissoldinmuchhi ghervolumecompar edto120gm or60gm.Soi tcanbe
i
nterferedthatpacketsi
zealsoaf f
ectssalesvol
ume.Therear epeopl
eofdiff
erenttype
andcl assessothat’
swhysmallerpacketsi
zeissol
di nhi
ghervol
ume.

37
Di
ff
erentagegr
oupuser
sofnamkeensofdi
ff
erentbr
ands

Namkeensandchipsaremai nlyusedbyper sonswhobelongt oagegr

oupof0- 20it
shoul
dbekeptinmindthatthemai nlyteenagersandchil
dsarethepersonswhoar e
occupyi
nghi
ghestshareinsalesvolumeoft heseproducts.ot
heragepersonsare
occupyi
ng40%salesvolumeofal ltheseproducts.

38
Amongthedif
ferentbr
andsofhaldi
ramswesternnamkeenspr oductsthati
stakat
akchi
ps
whoopi
es.chi
psismai nlyt
hesegmentwhichcapt
ureshighestshareinthemarketandi
t
i
salsosol
dinhighervolumecompareabl
etootherproduct
s.

Takat
aki
sal
sosol
dingoodvol
umeascompar
abl
etowhoopi
es,
takat
akal
sooccupi
es
goodvol
umeofmar
ketshar
e.

Whoopiesisnotsol
dinhi
ghervol
umebutinf
utur
eitmaybesol
dingoodv
olumebecause
consumersarenotawar
eofthesepr
oduct
.

39
Qual
it
yismajorfact
orsonwhi
chsalesvolumeofpr
oduct
sdependonbasi
sofsur v
eyit
hasbeenobser
vedthatiti
smaj
orfactoronwhi
chsalesv
olumeofpr
oductdepends.

Packagi
ngalsooccupi
esgoodsharei
nsalesofapr
oduct
siti
sal
sodemandoft
odayer
a
andonitsal
esvolumeofproduct
sdepend.

Ot
hersfact
orisalsoquit
eessent
ial
forsal
eofaproducte.
g.adv
ert
isement
,br
andand
ot
herfact
orsalsooccupyqui
teagoodpercent
age.

40
Sur
vey
sofconsumer
sar
eyousat
isf
iedwi
thHal
dir
am’
spr
oduct
s

Whiledoi
ngthesur
veyithasbeenobser
vedt hatmaxi
mum consumersofHal
dir
am’
sar
e
sat
isfi
edwit
hproduct
sthatisqual
i
ty,packaging,
tast
esandotherf
actor
s.

Therearefewconsumer st
heyhavesai
dthatt
heyar
enotsat
isf
iedwi
thHal
dir
am’
s
productt
heysai
dt hatqual
i
tyisnotupt
othemark.

Ther
ear
esomeconsumer
swhosai
dnei
thery
esnornot
hati
scan’
tsay
.

41
User
sofHal
dir
am’
spr
oduct
s

Partt
imeusersar
ethosetypeofuser
swhousehal
dir
amspr
oduct
sany
wher
eanyt
ime.
Theyoccupyhi
ghestshar
ethati
s50%

Regul
arusercompr
omi
sesofabout
32%whoal
way
susehal
dir
amspr
oduct
s.

18%user
sar
eoft
hatt
ypebychancet
heyuseHal
dir
am’
spr
oduct
s.

42
 BRANDSAWARENESSOFCONSUMERFORCHI
PSSEGMENT

Ther
ear
esomanybr
andst
hatof
fert
her
epr
oduct
sinmar
ket

Lay
s:-ev
ery
onei
sawar
eoft
hesepr
oductandsoi
toccupi
eshi
ghestsal
esv
olume

Hal
dir
amsi
tisknownbr
andandper
for
mancei
squi
tewel
l

I
tci
salsoarenowedbr
andbuti
tsper
for
mancei
snotupt
othemar
kasi
tspendshuge
moneyinpr
omotion

Bi
kaner
wal
aisagr
owi
ngbr
and

Oy
esi
sal
soaqui
ckgr
owi
ngbr
and

Ot
her
sst
rugl
l
ingt
ocapt
uret
hemar
ket

43
Amongt
hedi
ff
erentbr
andexi
sti
ngi
nmar
ketpr
efer
enceofconsumer
s

LAYSi
sthef
ir
stpr
efer
enceofconsumer
sandper
for
mswel
l

I
TCi
sal
sodoi
ngbestandoccupi
essecondpr
efer
encei
nchi
ps

HALDI
RAMSi
sal
sogoodbuti
tst
hir
dpr
efer
enceofconsumer
s

BI
KANObecomi
nganewbr
andnameandt
ryi
ngt
ocapt
uremar
ket

Ot
her
str
yingt
hei
rbestbutst
il
lmucht
odo.Theyar
enotabl
etosur
viv
einmar
ket
.

44
 TOTALCONSUMPTI
ONOFALLPRODUCTS

HALDI
RAMScapt
ureshi
ghestshar
eint
otal
consumpt
ionoff
mcgpr
oduct
sandoccupi
es
f
ir
stposi
ti
on

LAYScomesi
nsecondposi
ti
oni
nov
eral
lconsumpt
ion

TCcomes3rdi
I nposi
ti
oni
nov
eral
lconsumpt
ion

Bi
kaner
wal
ast
il
ltr
yingt
ocapt
uret
hemar
ketandt
her
sar
eal
sot
ryi
ng.

45
 Swotanal
ysi
s

St
rengt
h Weakness

Oppor
tuni
ty Thr
eat
s

St
rengt
h

1.Anat
ionwi
demanuf
act
urerandst
rongdi
str
ibut
ionchannel

2.St
rongcont
rol
overdi
str
ibut
ors

3.Hal
dir
am i
sthemast
erbr
andi
nNamkeenandgr
owi
ngi
tschi
ps.

4.Engagei
npr
opor
ti
oni
ngt
hroughoutt
hey
ear
.

5.Empl
oyeesar
ever
ymuchdev
otedt
other
ewor
ks

Weakness

1.Feedbacksy
stem doesn’
twor
kpr
oper
ty.

2.Pr
operI
mpor
tancei
sn’
tgi
vest
other
etai
l
ers.

3.Lowpr
ofi
tmar
gint
othedi
str
ibut
ors.

4.Weaki
nchi
pssegment
.

5.Lowpr
ofi
tmar
gint
other
etai
l
ersi
nNamkeenSegment
.

46
Oppor
tuni
ty

1.St
eel
bigempt
ymar
ket

2.Hugedemandi
nthemont
hofAugustt
oMar
ch.

Thr
eat
s

1.Faci
l
iti
espr
ovi
dedbyt
heLay
’s,
isof
fer
ingcr
edi
tsal
es.

2.Lay
’sandKur
kur
epai
ntst
heout
let
sregul
arl
y.

3.Mat
terofl
owhy
gieni
cfoods.

4.I
nsect
sar
efound

5.Ent
ranceofLocal
product
.

6.Di
str
ibut
orat
ti
tude

7.Under
cut
ti
ngt
otheWhol
esal
emar
ket
.

47
 Mar
ket
ingmi
xist
hesetofmar
ket
ingt
ool
sthatt
hef
il
m usest
opur
suei
tmar
ket
ing

obj
ect
ivei
nthet
argetmar
ket
.

Mar
ket
ingMi
xofHal
dir
am’
s

Pr
oduct
s

Chi
ps,
Namkeens,
Sweet
s,Pi
ckl
es,
papad,
Syr
up,
Woopi
es

Chi
ps

Ther
ear
esi
xfl
avor
sinchi
pscl
assi
cssal
t

 Pudi
nat
reat

 Papr
ika

 MastMasal
a

48
  Bol
elos

 Nsal
t

Tast
eofchi
ps

Pudi
nat
reat- Tast
eofpudi
na

Pepr
ika - Tast
eofgr
eenchi
l
l

Mastmasal
a- Tast
eofTomat
o

Cl
assi
csal
t- Pl
ain$onl
ysal
ted.

Bol
etos -

Nsal
ted - Masal
asal
ted

Ruf
fl
es:
-

 Takat
ak

 Whoopi
es

Namkeen:
-

 Bhuj
i
a

 Aal
uBhuj
i
a

49
  Al
li
none

 Kaj
uMi
xer

 Kashami
rimi
xer

 Bombaymi
xer

 Nutcr
acker

Peanut

 Pl
ain

 Sal
ted

 Masal
a

 Panchr
att
an

 Khanmeet
her

 NeembuMasal
a

Channa

 BombayChanna

 Madr
asi
Channa

 Kabl
iChanna

 ChannaDal

50
 Mi
x

 Pi
nnetMi
x

 Mi
rchi
Pinnet

 Chat
pat
iDal

Papad

 Jav
itr
i

 Medi
um

 Panj
abi

 Mi
rchi

Sy
rup

 Mangopana

 Kaal
akhat
a

 Thandi

 Badam kesar
iya

 Rose

 Khus

51
  Lemon

Pi
ckl
es

 Mango

 Mi
rchi

 Lemon

 Mi
x

Sweet
s

Ther
ear
esomanysweet
satshowr
oom butonl
yfewar
eav
ail
abl
einpacket
sandcanes

 Soonpapar
i

 Soancake

 Raasgul
l
a

 Chumchm

 Gul
abj
amun

Cooki
es,
biscui
tsandcakear
eav
ail
abl
einr
etai
lmar
ket

Pr
oductQual
it
ies

I
mpeccabl
equal
i
ties,Theyf
ocusonTQM bef
oret
hef
ini
shl
i
kebecauset
hequal
i
ty

al
ongi
fadv
ert
isementwhi
chHal
dir
am gi
vesasacompet
it
iveedgedesi
gni
nnov
ati
ve

52
 ofpacket
sdaybyday
.Iti
sapopul
arduet
oit
scol
orf
ulpacket
sofNamkeenwhi
chi
s

unbeat
abl
ebyot
herbr
ands.

Feat
ures:
-

Test
ySnacks,
Sui
tabl
ewi
thdr
inksaswel
lasser
vingguest

Br
andname:
-

Hugebr
andnamenat
ionwi
de

War
rant
y

Takesi
nret
urnwhenpr
oductex
pir
esoranyoranyot
herdamagewhi
chi
sacci
dent
als.

Pr
ice:
-

The pr
ice i
s di
ff
erent f
or di
ff
erent pr
oduct chi
ps.

Di
scount

Dependsupont
hesal
esex
ecut
ive,
andr
etai
l
er’
sbar
gai
ningandasdi
ff
erentscheme.

Al
lowance

Fi
xed,
asperdi
str
ibut
ort
argetandcompani
est
argett
othesal
esper
son.

Publ
icr
elat
ions

53
 Mar
ket
ingsal
esexecut
ivepay
sav
isi
ttor
etai
l
ert
imet
oti
me.

Sal
esexecut
ive

Cr
eat
enewcount
ersf
ort
hatpar
ti
cul
ardi
str
ibut
oronwhi
chhei
swor
king.

Pr
omot
ion

Schemel
i
kescr
atchcoupon,
Discountcoupon,
Bags,
Caps,
T-shi
rt
,Wi
ncheat
erset
c.

ar
egi
vent
oret
ail
erandcust
omer

Not
e:-
Discountcouponar
edoubl
eedgeswor
d,t
othecust
omer
sbecause whencust
omerget
sand

di
scountcouponHe/Shegoest
oshow r
oom ofHal
dir
am’
sandbuy
sanot
herpr
oductandt
hushe

becomeanewcust
omeranot
herpr
oduct
.

54
 Pl
ace

Oneoft
hemosti
mpor
tantt
hinganycompani
esi
sthepl
ace.Whent
hecompany

sal
esi
tspr
oductandf
oragoodsal
esv
olume,t
hel
i
stenabl
ethi
ngsar
esegment
ing

t
arget
ing,
andposi
ti
oni
ngi
smust
.Fort
hiswor
kthecompanyr
ecogni
zedi
tscust
omeri
.e.

whoar
ethecust
omerandwher
ear
ethey
.Thenhest
art
swor
king.

Thecouponi
tscust
omerandmar
ketpl
ace.Thent
argett
hem andaf
ter

al
li
tcr
eat
esaposi
ti
oni
nthecust
omermi
nd.

TheHal
dir
amswor
kint
o way
ssi
ncei
tist
hemar
ketl
eadsi
n

Namkeenmar
ketso,i
tdoesnotcar
eofi
tscompet
it
orandneednott
owor
kmor
efori
ts

pr
omot
ionandposi
ti
onduet
oit
squal
i
tyandbr
andname,
butf
orchi
psi
tswor
kregul
arl
y.

Thecompanysegmenti
tsmar
keti
ntwot
ype.

1.Ret
ail
mar
ket

2.I
nst
it
uti
onalmar
ket
.

Ret
ail
Mar
ket

Thecompanyhaskeptal
ltheopenmar
ketasr
etai
lmar
keti
nmi
ssal
ltheshop,Ear
ly

shops,
grocer
yshop,
andgener
alst
orear
eincl
uded.

55
I
nst
it
uti
onalmar
ket

I
nthi
ssegmentt
hecompanyhaskeptal
lthei
nst
it
uti
onalshop/cont
ent
s.I
nthi
s

segmentcol
l
agecant
eens,schoolcant
eens,hospi
talcant
een,Rest
aur
ant
,ci
nema

hal
l
s,shoppi
ngmal
l
s,i
tsar
eincl
uded.

ABOUTTHEMARKET

56
 Li
stofaccountv
isi
tedi
nsur
veyandt
hei
rst
atus

Sr
.No. NameOf Addr
ess Phone Remar
ks

Account

1 Shr
iBal
aji
Hot
el Del
hi- 8057873418 Monopol
yOf
Meerut
Road, Hal
dir
ams
Modinagar ,
Ghaziabad
2 ChaudharyHotel Del hi- 9720651137 Runni
ng
Meer ut
Road,
Modinagar ,
Ghazi abad
3 Satguru Del hi- 9634963714 Runni
ng
Meer ut
confect
ionar
y Road,
Modinagar ,
Ghazi abad
4 Welcomehot el Delhi- Runni
ng
Meerut
Road,
Modinagar ,
Ghaziabad
5 YadavDhaba Del
hi- Runni
ng
Meerut
Road,
Modinagar ,
Ghaziabad
6 SumanTheat re Del
hi- 935870112 Runni
ng
Meerut
Road,
Modinagar ,
Ghaziabad
7 Shiv Del
hi- 9837510865 Runni
ng
Meerut
Confecti
onar
y Road,
Modinagar ,
Ghaziabad
8 Gur
uji Delhi- 9557017026 Runni
ng
Meer ut
conf
ect
ionar
y Road,
Modi nagar,
Ghazi abad
10 Pawan Sec-5, 9210900091 Runni
ng
Vaishali
,
depar
tment
al Ghaziabad

st
ore

11 Pr
iyankast
ore Sec-5, 9350590229 Runni
ng
Vaishal
i,

57
 Ghazi
abad

12 Sonut
rader
s C-
2a 9312059472 Runni
ng

Janakpur
i

13 Char
ust
ore Raj
nagar Runni
ng

sanj
ay

nagar

14 Sweet
sst
ore Raj
nagar Runni
ng

sect
or-
7

15 Akashst
ores Raj
nagar Runni
ng

r
.d.
c

16 Di
nesht
rader
s Ghant
a Runni
ng

ghar

17 Sham agency Lohi

ya 999256533 Runni
ng

nagar

18 Deepaksal
es Nehr
u 9871660825 Runni
ng

nagarI
II
-C-

222

19 Kr
ishnat
rader
s Vi
j
aynagar 9899230830 Runni
ng

20 Mani
sha& Pandav Runni
ng

company nagar
144\
1

21 Homebuddy Sec-5, 9988226817 Runni

ng
Vaishal
i,
Ghaziabad

58
 22 Gar
gst
ore Sec-5, 9891317626 Runni
ng
Vaishal
i,
Ghaziabad

23 Exot
icmar
t Sec-5, 9588819526 Runni
ng
Vaishal
i,
Ghaziabad

24 Aggr
awal
sweet Sec-5, 9312099378 Runni
ng
Vaishal
i,
i
ndi
a Ghaziabad

25 Sohanst
ores Pat
elnagar Runni
ng

26 Yadavst
ores Pat
elnagar Runni
ng

27 Radheysham Pat
elnagar Runni
ng

st
ores

28 Om st
ores Lal
quan Runni
ng

29 Raj
neshst
ores Lal
quan Not

I
nter
est
ed(
Due

ToPr
intMr
p)

30 Ambedkar NotI
nter
est
ed

Ramabaker
y r
oad

59
 Fi
ndi
ngs

 Thef
ir
standt
hemaj
orpr
obl
em i
sthatt
hecompanydoesnothav
edi
rectand
per
manentcont
ractwi
thr
etai
l
ers.I
tis gener
alcompl
aint
hatt
her
eis a bi
g
communi
cat
iongapbet
weent
hecompanyandt
her
etai
l
ersandnoonei
stosol
ve
t
hei
rpr
obl
em.

 Thesecondpr
obl
em ofr
etai
l
ersi
snonav
ail
abi
l
ityofqui
ckr
esponseofdi
str
ibut
ors.

 Di
str
ibut
orsdonotsendt
her
eadyst
ockandt
hust
hedel
i
ver
ymansuf
fer
sthe
pr
obl
emswhent
her
etai
l
erdemandsi
nemer
gency
.

 Oneoft
hemaj
orpr
obl
emsi
si.
e.t
heyar
ethepr
icedi
ff
erence.Theyar
eget
ti
ngsame
pr
oducti
ndi
ff
erentpr
icef
rom ot
her
ssuppl
i
ers(
theot
hersuppl
i
ersar
egi
vi
ngonl
ess
pr
iceandschemes)t
hust
hispr
obl
em i
sver
ybi
gfordi
str
ibut
orsandsuppl
i
ersbot
h.

 Secondpr
obl
em i
swhol
esal
emar
ket
;thewhol
esal
emar
keti
scr
eat
ingpr
obl
em
ent
eri
ngi
ndi
str
ibut
orsar
eas.

 Thepr
obl
em f
acedbyt
hedi
str
ibut
orsi
slackofst
andsi
nmar
ket
.Thi
spr
obl
em
di
stur
bst
hedi
str
ibut
orsandr
etai
l
ersbot
h.Ret
ail
ersdemandst
andst
odi
str
ibut
ors
becauseex
ecut
iveofot
her
scompanydoesnotal
l
owt
ouset
hei
rst
andst
oputour
pr
oduct
.

 Ther
ear
enoanywal
lpai
nti
ngsorbanner
sincant
eensassi
gnageofHal
dir
am’
s
pr
oductwhi
l
ethecompet
it
orsar
epr
ovi
dingmanyf
aci
l
iti
esl
i
ket
his.

60
 Suggest
ion

 Companyshoul
dconsi
dert
hepr
obl
emsofr
etai
l
ersandcant
een’
sowner
.

 Companyshoul
dpr
obl
emsofdi
str
ibut
ors.

 Reset
tl
ementofdi
sput
eli
kenonpay
ment
sandwr
ongcommi
tmentpr
obl
ems

i
snecessar
ybyanot
herexecut
ive.

 St
and shoul
d be pr
ovi
ded t
o needyr
etai
l
ers because anot
hercompany
’s

execut
ivecr
eat
espr
obl
em.

 Companyshoul
dgi
vet
hest
andsandr
ackst
oeachandev
erycount
erswher
e

i
tspr
oducti
ssol
d.

 Companyshoul
dpr
eventt
hei
nter
fer
enceofdi
str
ibut
ori
neachot
her
sar
eas.

 Companyshoul
dpr
eventt
heunder
cut
ti
ngi
nmar
ket
.

 Companyshoul
dpr
eventt
hewhol
esal
edi
stur
bance.

 Companyshoul
dgi
vet
hei
ncent
ivest
oit
sexecut
ivesasext
rabenef
it
saf
ter

sal
ary
.

 Companyshoul
dli
stenandcar
eofsal
esexecut
ive.

 Companyshoul
drecogni
zet
hepr
obl
emsi
nmar
ket
.

61
  Thev
erynecessar
ywor
kismar
ketscr
eeni
ngandr
ecogni
zi
ngt
hest
rengt
hand

weaknessesofcompet
it
ors.

 Company shoul
d spend some amounton adv
ert
isementofi
ts pr
oduct
s

becauset
hecompet
it
orsar
eusi
ngcel
ebr
it
iesast
hei
rpr
omot
eri
nads.For

Kur
kur
eJuhi
Chawl
aandf
orLay
sSai
fAl
iKhan.

 Companyshoul
dpr
ovi
dedi
spl
ayt
ocant
eensandcaf
eter
ias.

 Companyshoul
d pai
ntst
he wal
l
sofcaf
eter
iast
ime t
oti
me because i
ts

compet
it
orsdot
his,
thi
swi
l
lboundt
her
etai
l
erst
osal
eourpr
oduct
.

62
 LI
MITATI
ONSOFTHESTUDY

 Absol
utesal
esf
igur
esobt
ainedf
rom t
hesur
veyt
hroughr
etai
l
ersmaybei
nfl
ated.

 Thebr
andl
evel
penet
rat
ionst
udyi
sli
mit
edbecauset
hepr
ojecti
sonl
ydeal
i
ngwi
th
West
ernSnacksandnamkeenpr
oduct
sandnott
heent
ir
erangeofSnackspr
oduct
s
av
ail
abl
e.

 Absol
utesal
esf
igur
esf
orcompet
it
orbr
andsobt
ainedf
rom sampl
espaceof
r
etai
l
ersar
einsuf
fi
cientt
odr
awananal
ysi
sofsal
esper
for
mancef
orcompet
it
or
br
ands.

 Gi
vent
het
imel
i
mitandscopeoft
hepr
ojectMar
ketPenet
rat
ionofHal
dir
am’
s
West
ernSnackshasnotbeencal
cul
atedusi
ngt
hemet
hodofTot
alSal
est
oTot
al
ConsumerBase.Penet
rat
ionper
cent
ageofHal
dir
am’
sWest
ernSnacksi
nthest
udy
wi
l
ldenot
eonl
yanest
imat
eoft
heav
ail
abi
l
ityoft
hepr
oductl
i
nei
ntheRet
ail
mar
ket
.

 Gi
vent
het
imel
i
mitandconst
rai
ntsCompet
it
iveAnal
ysi
sdoesnoti
ncl
ude
i
dent
if
icat
ionofI
ndi
rectCompet
it
ors(
subst
it
utes)
.

I
nter
viewer
’sj
udgmenti
susedt
ofi
l
lthequest
ionnai
reaccor
dingt
other
esponses
gi
venbyt
her
etai
l
ers.

63
 BI
BLI
OGRAPHY
Books-

 PHILI
PKOTLER,GARYARMSTRONG, PRAFULLAY.AGNI
HOTRI
,ESHANULHaque
2010.ASout
hAsianPer
spect
ive,
13t
hEdit
ion.

 Pal
l
ant,Jul
i
e( 2007)
.SPSSSur
viv
alManual
,3r
dedi
ti
on,
OpenUni
ver
sit
yPr
ess,
The
McGraw-Hi
llCompanies

 Malhotra,N.K.(
2004).Marketi
ngresear
ch:
anappl
i
edor
ient
ati
on,
4thedi
ti
on,
Pr
entice-Hall
Int
ernat
ional
,London

 Wil
li
am GZikmund,
Bar
ryJBabin,
JonCCarr(
2009).Busi
nessResear
chMet
hods,
8t
hEdit
ion,
SouthWest
ernEducat
ional
Publ
i
shing,
UnitedStat
es.

Websi
tes-

 ht
tp:
//www.
hal
dir
am.
com

 ht
tp:
//en.
wiki
pedi
a.or
g/wi
ki
/Sampl
i
ng

 ht
tp:
//www.
emer
aldi
nsi
ght
.com/
64
  Dr.PankajMadan,
Gurukul
Kangri,
Ret
aili
ndust
ry:
Nextgrowt
hengineforIndi
an
Economy .Av
ail
abl
efr
om :htt
p:/
/www.scri
bd.
com/doc/
18286308/
Retail
-I
ndustr
y

 ht
tp:
//www.
indi
ainbusi
ness.
nic.
in/

 ht
tp:
//www.
sli
deshar
e.com/

 ht
tp:
//en.
wiki
pedi
a.or
g/wi
ki
/Ret
ail
i
ng_
in_
Indi
a

 ht
tp:
//www.
biz
mov
e.com/
gener
al/
m6j
.ht
m

 ht
tp:
//www.busi
ness-
standar
d.com/
indi
a/news/
moder
n-f
ormat
-st
ores-
growi
ng-
st
rongl
y-
acniel
sen/
262342/

 ht
tp:/
/prof
it
.ndt
v.com/
news/
show/
assessi
ng-
the-
impact
-of
-or
gani
zed-
ret
ail
-on-
ki
rana-
stor
es-89419

65
 QUESTI
ONARI
ESONGHAZI
BADAREAONWESTWRN

NAMKEEN&NAMKEENS

NAME

AGE

SEX

LOCATI
ON

Q1whi
chpr
oducti
ssol
dinhi
gherv
olume

Ans t
akat
ak

Chi
ps

Whoopi
es

Q2whi
choft
hecompanywest
ernnamkeensar
esol
dint
hemar
ket

Ans I
tc

Lay
s

Hal
dir
ams

Q3whi
chcl
assofpeopl
ear
emost
lyusi
ngnamkeens

Ans hi
gher
class

Mi
ddl
ecl
ass

Lowercl
ass
Q4whom doyouthi
nkt
obecompt
eti
orofhal
dir
amsi
nwest
ernnamkeens

Ansbi
kaj
i

Itc
Lays

Q5Tot
alshar
eofhal
dir
am namkeensdemandedi
nthemar
ket

Q6t
otal
shar
eofot
herbr
andsnamkeensdemandedi
nthemar
ket
66
Q7whatv
olumeoft
otal
demandofwest
ernnamkeensper
sisti
nthemar
ket

Q8Whatagegr
oupar
emai
nlyusi
ngwest
ernnamkeens

Ans 0-
20

20-
40

40-
60

60abov
e

Quest
ionst
oconsumer
s

Q9whi
chpr
oducty
oul
i
kemost

Ans t
akat
ak

Chi
ps

Whoopi
es

Namkeens

Q10hal
dir
amsnamkeensar
eeasi
l
yav
ail
abl
eornot

Ans y
es

No

Q11whi
cht
ypeofusery
ouar
e

Ans r
egul
ar

Par
tti
me

Occasi
onal
l
y

Q12houmanyt
imesy
ouusedwest
ernnamkeens

Ans onceaday

Twi
ceaday

Manyt
imesaday
67
Q13Whi
chpr
oducty
oul
i
kemost

Anshal
dir
amschi
ps

Bi
ngo

Lay
schi
ps

Kur
kur
e

Q14ar
eyouusi
ngwest
ernnamkeensf
ir
stt
imeory
ouar
eregul
aruser

Ans y
es

No

Q15whi
chsi
zeorv
olumey
ouar
eusi
ng

Ans 18gm

42gm

47gm

77gm

Q16whywest
ernnamkeensar
emor
edemandedt
hant
radi
ti
onal

Ans y
es

No

Q18Anyi
mpr
ovementr
equi
red

Ans qual
i
ty

Packagi
ng

Ot
her
s

Q18whatar
eexpect
ati
onsf
rom west
ernnamkeens

Ans

68