SUMMER TRAINING REPORT ON

MARKETING AND OPERATIONS MANAGEMENT

UNDERTAKEN AT
BABAJI SNACKS PVT. LTD.
Submitted in partial fulfilment of the requirements for the award of the
degree of
Bachelor of Business Administration (BBA)
To
Guru Gobind Singh Indraprastha University, Delhi

Guide Submitted
By
Dr. Anjali Gupta Ansh Batra
01619101720

GITARATTAN INTERNATIONAL BUSINESS SCHOOL

NEW DELHI-110085
BATCH 2020-23

1
 Certificate
I, Ansh Batra, Enrolment No. 01619101720 certify that the Summer Training Report (Paper
Code BBA-311) entitled “Business Operation Intern” is done by me and it is an authentic work
carried out by me at BABAJI SNACKS PVT.LTD. ( KHEWAT NO. 680/690 VILLAGE
KUNDALI, JANTI ROAD, near JAI GURUDEV DHARAM KANTA, 131028). The matter
embodied in this Report has not been submitted earlier for the award of any degree or diploma to
the best of my knowledge and belief.
Signature of the Student: Ansh Batra
Date:

Certified that the Summer Training Report (Paper Code BBA311) entitled “Marketing and
Operations Trainee” done by Ansh Batra enrolment no 01619101720 is completed under my
guidance.
Signature of Guide:
Date:
Dr. Anjali Gupta

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3
 Acknowledgement
I am writing this summer training report for the program of Bachelors of Business
Administration which was being conducted at The leading solutions for Gitarattan International
Business School. Affiliated to Guru Gobind Singh Indraprastha University. It has been a great
challenge but a plenty of learning and opportunities to gain a huge amount of knowledge on the
way of writing this report. I could not have completed my project without the constant guidance
and assistance of Dr. Anjali Gupta, my faculty guide who was always true to give me feedback
and guidelines whenever I needed it.
Ansh Batra
01619101720

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 INDEX
S no. Particulars Pg
No.
1 Certificate 2
2 Completion Certificate 3
3 Acknowledgement 4
4 Executive Summary 6
5 Introduction to the Industry and the Firm 7
6 Profile of the Company/Firm 9
7 Environmental Analysis 16
8 Data Interpretation And Analysis 27
9 Conclusion 37
10 Reference And Bibliography 38

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 Executive Summary
 Established in the year 1990, Babaji Snacks Pvt. Ltd. are one of the leading
manufacturers and exporters of Eatable such as Sweets, Toast, Cookies etc. Our
product range comprises Sweets, Suji Rusk / Toast, Bakery Cookies, Namkeen
Boondi and Namkeens.
 Babaji Snacks Pvt. Ltd. Uses the best technological features available in the
market to be at par with its competitors and give the best quality products to its
customers throughout the year.

 A Company Can Only Be Successful Through A Comprehensive Understanding

Of The Market And What Customers Want 
 The product goes to the lab as soon as it is arrived for checking the quality of the
raw material where the quality assurance manager pays the utmost attention for
selecting the finest raw material. This is achieved through proper quality
management systems.
 All the products manufactured by Babaji Snacks Pvt. Ltd. are under the ISO and
HACCP guidelines and are regularly audited under the guidelines provided by
BRC by our professional quality team.
 Babaji Namkeen is delectable in taste and high in demand for their authenticity.
Easy to digest and healthy to eat, we consciously work towards making our range
of products the best in terms of quality, freshness, hygiene and taste.
 All the workers at the plant followed proper rules and regulations such as wearing
hair nets, gloves and sanitizing their hands whenever necessary. The plant was
kept clean and tidy.
 There were different sections for every operation at the plant such as producing,
packaging, quality checking, warehousing, dispatching etc.

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 CHAPTER 1
INTRODUCTTION TO THE INDUSTARY AND THE FIRM

About the Industry

Industries in the Food Manufacturing subsector transform livestock and agricultural products
into products for intermediate or final consumption. The industry groups are distinguished by
the raw materials (generally of animal or vegetable origin) processed into food products.
The Food industry in India comprises various segments such as fisheries, plantations, fruits and
vegetables and confectionery, to name a few. The food industry in India has grown over the last
few years, and its share in global sugar production in 2022 is expected to be 15%, with nearly 32
million tons.

Details of food industry in India:

India is the second biggest food producer globally, and it has the potential to become the largest
producer of food in the whole world. The Food Industry in India includes milk and milk
products, plantation, alcoholic beverages, vegetables and fruits, fisheries, poultry and meat, grain
processing, chocolates and confectionery.

The Food Industry in India exported products worth around US$ 5.8 billion in 1998, while the
total world food export stood at US$ 438 billion. This shows that although India is one of the
biggest food producers globally, it accounted for only 1.5% of the international trade in food as
in 1998.

Through the Ministry of Food Processing Industries (MoFPI), the government endeavours to
urge more investments in the business. It has sanctioned joint ventures (JV) proposals, foreign
collaborations, industrial licenses and 100% export oriented units. The Indian food processing
industry amounts to 32% of the country’s aggregate food market. It contributes approximately
8.80 and 8.39% of Gross Value Added (GVA) in Manufacturing and Agriculture, respectively, is
13% of India’s exports and 6% of aggregate industrial investment.

Reasons for the growth of the food industry

 Increased urbanization in the country has given a boost to the food industry in India.The
majority of the women in the country are working because families have extra income,
which they are spending on buying food.

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  The standard of living in the country has improved as a result of which there has been an
increased demand for food.
 Supermarkets and malls have opened all over the country, and this has helped in making
shopping for food is a pleasurable experience.
 The online food delivery players such as FoodPanda, Zomato, TinyOwl and Swiggy build
scale through partnerships as the organised food business has a vast potential and a
promising future. In 2016, the online food delivery industry thrived at 150% year-on-
year with an estimated Gross Merchandise Value (GMV) of US$ 300 million.
 The consumers can select, inspect and pick up food items that they like in a comfortable
ambience. This, too, has helped to boost the sale of food products in the country.

Major companies in the food industry

Companies in the food industry are now well equipped with the updated food processing
skills,equipment, and modern technology when it comes to packaging, canning, and thermal
processing.
 Nestle India Ltd.

 Britannia
 Kelloggs India
 Kissan
 Cadbury India Ltd.
 MTR Foods Ltd.
 Kohinoor Foods Ltd
 Hindustan Unilever Ltd.
 Godrej Foods
 Parle Agro
 ITC-Agro
 Coca-Cola
 LT Foods Ltd
 Amul
 Ruchi Soya

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 PROFILE OF THE FIRM/COMPANY

INTRODUCTION TO BABJI
Established in the year 1990, we, Babaji Snacks Pvt. Ltd. are one of the leading manufacturers
and exporters of Eatable such as Sweets, Toast, Cookies etc. Our product range comprises
Sweets, Suji Rusk / Toast, Bakery Cookies, Namkeen Boondi and Namkeens.
Marketed under the brand name of “Babaji”, our products have gained immense popularity in
both the domestic and global market. Though we have started with a small in-house production
unit with limited sources and manpower, yet within a very short span of time we have managed
to set an automated plant which is equipped with technological advancement and modern
machinery.
We have employed a skilled team of chefs which enables us to cater such yummy food items.
Further, we keep in mind the hygiene level during the production procedure so as to insure the
safety of consuming the foods. Use of latest machinery at our processing department ensures
minimum human intervention as well.
All the products are thoroughly tested on various parameters so as to conform the quality
standards. Owing to the high quality and timely delivery of consignments, our healthy and
nutritious foods are widely appreciated by our clients. We have created a wide network in the 12
states of the country as well as in various foreign countries such as U.S.A, U.K., Canada,
Australia and New Zealand.
We accredit our success to our mentor Mr. Rajesh Lamba. His rich industry knowledge and
passion for experimenting with recipes have made us to introduce a delightful range of food
products. Under his able guidance we have set a benchmark in the industry.

PRODUCTS OFFERED
Indian foods are famous worldwide for their yummy taste and authentic flavor. We have
accumulated various recipes from through out the country and offer an alluring range of Eatable
such as Sweets, Toast, Cookies etc. The products we offer are hygienically prepared at our
processing unit with ensuring least human involution. We make use of high quality wheat flour,
gram flour, pulses, veg. refined oil, sugar and laminates to manufacture the products. Further, we
avoid using harmful preservatives and synthetic additives to process these foods. Our offered
delectable entails the following:

  Toast / Rusk

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   Sweets
  Cakes
  Gift Packs

ABOUT THE CHEFS

We acknowledge the hard effort of our chefs who are the backbone of our organization. Their
immense expertise and constant effort to bring forth more and more delicious food items have
enabled us to beat our competitors in the competition. All the chefs hold massive skill of the
domain of food processing. They make use of best quality key ingredients and ensure the
hygiene level. Apart from them, we also have Quality Controllers, Packaging Experts, Cold
Storage Experts and Marketing Experts. Their dedicated and committed efforts have earned us a
reputable place in the market.

Namkeens Offered
Aloo Bhujia Bhelpuri
Bhujia Chana Dal
Bikaneri Bhujia Corn Kishmish
Halka Fulka Kaju Mixture
Kanpuri Khatta Meetha
Lehsun Sev Malai Sev
Milan Mixture Moong Dal
Mumbaiya Mix Navrattan
Nimboo Bhujia Palak Sev
Poodina Boondi Raita Boondi
Salted Peanut Tasty
Dite Mixture

SNACKS OFFERED
Kids Snaker
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Tan Tanatan
Waves (Cream and Onion)
Waves (Light and Salted)

RUSKS/TOASTS OFFERED
Milk Toasts
Premium Milk Toasts
Suji Toasts
Special Suji Toasts

COOKIES OFFERED
Magic Temptation
Dry Fruit Cookies

SWEETS OFFERED
Magic Treat
Rajbhog
Rasgulla
Soan Papdi
Meetha Chatpata

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 OBJECTIVE OF STUDY
1. To gain knowledge of real business environment & corporate culture.
2. To analyze application of management concepts in real business situations-degree to which
applied/not applied.
3. To understand a business entity from management perspective in different functional areas.
4. To develop skills in technical report writing through data collection, data analysis, data
presentation and draw lessons cogently vis-à-vis a given firm or company.

SCOPE OF STUDY
WHAT IS MARKETING
Marketing is a division of a company, product line, individual, or entity that promotes its service.
Marketing attempts to encourage market participants to buy their product and commit loyalty to
a specific company.

WHY IS MARKETING IMPORTANT

 Marketing is important for a few reasons. First, marketing campaigns may be the first
time a customer interacts or is exposed to a company's product. A company has the
opportunity to educate, promote, and encourage potential buyers. Marketing also helps
shape the brand image a company wants to convey. For example, an outdoor camping
gear company that wants to be known for its rugged, tough goods can embark on specific
campaigns that embody these traits and make these emotions memorable to prospective
customers.

 An important goal of marketing is propelling a company’s growth. This can be seen

through attracting and retaining new customers.

 Companies may apply a number of different marketing strategies to achieve these goals.
For instance, matching products with customers' needs could involve personalization,
prediction, and essentially knowing the right problem to solve.

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  Another strategy is creating value through the customer experience. This is demonstrated
through efforts to elevate customer satisfaction and remove any difficulties with the
product or service.
 Marketing as a discipline involves all the actions a company undertakes to draw in
customers and maintain relationships with them. Networking with potential or past clients
is part of the work too, and may include writing thank you emails, playing golf with
prospective clients, returning calls and emails quickly, and meeting with clients for coffee
or a meal. At its most basic level, marketing seeks to match a company's products and
services to customers who want access to those products. Matching products to customers
ultimately ensure profitability

 Accurate, up-to-date information obtained by marketing research can be of enormous

value to a business in gaining and/or maintaining its competitive edge. However, there
are a number of reasons why, in reality, these potential benefits may not be realized.
FOOD MARKETING
Food marketing is advertising that promotes the sale of certain food or food products. Many
foods and drinks that are marketed can contribute too much sodium, sugars or saturated fat to our
eating patterns.
Food marketing can take on many forms, such as:

 branding
 sponsorship of events
 celebrity endorsements
 contests and sales promotions
 social media posts on:
o Twitter
o Pinterest
o Snapchat
o Facebook
o Instagram
 commercials
o on TV
o on the radio
o on the internet
o before the start of movies
 product placement
o on TV
o in movies
o in magazines
o on social media posts
o in music lyrics and videos

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Newer forms of marketing like sponsored posts on social media can be more difficult to
recognize. This can make it hard to know when you are being advertised to.
Marketing can also be targeted to you based on your personal data, like your:

 age and gender

 purchasing history
 web browsing history

Behavioral Advertising tracks your personal data and online activities over time in order to
deliver targeted ads.

HOW FOOD MARKETING AFFECTS YOUR CHOICES

Food marketing is all around us. You likely receive a constant stream of changing and often
conflicting messages about food. This can make it hard to make healthy food choices.
Food marketing can impact you in many different ways. It is designed to:

 create food trends

 encourage you to:
o buy certain foods or drinks
o buy foods in order to get promotional items such as:
 loyalty points
 tickets to movies or sports events
 coupons for future food purchases
 create links between certain foods or brands and a particular lifestyle
 build brand loyalty so you will continue to purchase from a particular store or products
with a brand name.

Challenges with the food processing sector:  

1. Fragmentation of landholdings:
Land fragmentation is a problem because it reduces agricultural output and limits economic
potential. Since India’s independence, land fragmentation has been a problem. Because of
inheritance regulations, the amount of arable land shrinks with each generation.
2. Climatic variations: 
Climate change is affecting food production. Due to intense heat, harsh weather, and droughts,
wheat, maize, and other crop yields have been dropping in several nations. According to some
predictions, worldwide yields might drop by up to 30% by 2050 if appropriate adaptation is not
implemented.
3. Poor laboratories quality standards:

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The large number of entities participating in the food value chain, particularly in the big
unorganized portion, makes enforcing quality and safety standards challenging. As a result,
procedures like milk adulteration and the use of carbide for fruit ripening have become
increasingly common.
4. Poor marketability of processed products:
Gaps in supply chain infrastructure in the food processing sector include insufficient primary
processing, storage, and distribution facilities; an insufficient link between production and
processing; seasonality of operations and poor capacity utilization; and institutional supply chain
gaps.
5. Low access to credit and subsidized financing:
Despite the introduction of the Food Processing Fund a few years ago, the industry has been
suffering from a lack of resources. Even if a foreign investment has increased recently, it still
falls short of the industry’s needs.

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 Chapter 2
Environmental Analysis
The term ‘marketing environmental analysis’ refers to a strategic analysis tool that helps to
identify internal and external environmental factors that affect the organisation’s abilities to work
properly. Managers develop the organisation’s structure, culture as well as policies to give clear
guidelines to employees. However, the business success is dependent upon how it deals with
external environmental effects if any.

In their marketing environmental analysis, strategic marketers must take into consideration the
micro-economic and macro-economic factors during decision-making processes. This is because
these forces have a major effect on the marketing campaign’s success. Therefore, the marketing
environment forces can play a vital role in the success of a business, its marketing strategies,
marketing campaigns and its branding.

Babaji’s Vision is to:

 achieve continuous and sustainable growth in the business, within India and abroad,
organically and inorganically;
 strengthen leadership in traditional snack items, Indian sweets and attain leadership
in western snack items; and
 keep innovating new quality products and delight consumers by offering wide
range of quality food products at competitive rates.
Babji’s Mission is to:
 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; and
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  Contribute for social causes (Return to society)
Babaji’s Values is to:
 Our core emphasis is on delivering healthy, traditional and delicious foods. Our
persistent focus is on quality and freshness; we realize our responsibility to
continue delivering food that are customers admire around the world. After all, the
award that we cherish the most is the one given by our customers.

SWOT Analysis
SWOT analysis (or SWOT matrix) is a strategic planning and strategic management technique
used to help a person or organization identify Strengths, Weaknesses, Opportunities, and Threats
related to business competition or project planning. It is sometimes called situational assessment
or situational analysis.[1] Additional acronyms using the same components include TOWS and
WOTS-UP.[2][3]
This technique is designed for use in the preliminary stages of decision-making processes and
can be used as a tool for evaluation of the strategic position of organizations of many kinds (for-
profit enterprises, local and national governments, NGOs, etc.). [4] It is intended to identify the
internal and external factors that are favorable and unfavorable to achieving the objectives of the
venture or project. Users of a SWOT analysis often ask and answer questions to generate
meaningful information for each category to make the tool useful and identify their competitive
advantage. SWOT has been described as a tried-and-true tool of strategic analysis, [5] but has also
been criticized for its limitations, and alternatives have been developed.
The name is an acronym for the four components the technique examines:

 Strengths: characteristics of the business or project that give it an advantage over

others
 Weaknesses: characteristics that place the business or project at a disadvantage
relative to others
 Opportunities: elements in the environment that the business or project could exploit
to its advantage
 Threats: elements in the environment that could cause trouble for the business or
project

Babaji’s SWOT Analysis

SWOT analysis of Babaji analyses the brand by its strengths, weaknesses, opportunities &
threats. In Babaji SWOT Analysis, the strengths and weaknesses are the internal factors whereas
opportunities and threats are the external factors.

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SWOT Analysis is a proven management framework which enables a brand like Babaji to
benchmark its business & performance as compared to the competitors. Babaji is one of the
leading brands in the food sector.

SWOT Analysis of Babaji

For Babaji, SWOT analysis can help the brand focus on building upon its strengths and
opportunities while addressing its weaknesses as well as threats to improve its market position.

Babaji’s Strengths

The strengths of Babaji looks at the key aspects of its business which gives it competitive
advantage in the market. Some important factors in a brand's strengths include its financial
position, experienced workforce, product uniqueness & intangible assets like brand value. Below
are the Strengths in the SWOT Analysis of Babaji :

1. Brand awareness and recall

2. Variety of products like namkeens, cookies, chips, sweets, sherbets, dry fruits, etc
3. Trusted for quality and hygiene
4. Attractive and efficient packaging

5. Good supply chain ensuring availability of products

6. Aptly priced for the customers

7.Loved for its taste

8. Exported to many countries

Babaji’s Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to
increase its position further. Certain weaknesses can be defined as attributes which the company
is lacking or in which the competitors are better. Here are the weaknesses in the Babaji SWOT
Analysis:

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1.Less advertising is done compared to other food brands
2.Involved only in Indian snacks
3.Outlets are limited only to mainly North India

Babaji’s Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Babaji SWOT Analysis:

1.Increase its reach in India

2. Increase the number of outlets

3.Agrresively advertise and promote the brand

4.Introduce healthy snacks like fat free, low calories and baked

5.Innovate by introducing snacks catering to the youth

Babaji’s Threats

The threats for any business can be factors which can negatively impact its business. Some
factors like increased competitor activity, changing government policies, alternate products or
services etc. can be threats. The threats in the SWOT Analysis of Babaji are as mentioned:

1.Customers are inclined towards western ways, and are not interested in Indian snacks
2.Indian snacks are considered unhealthy
3.Increased competition from other brands and local players

Hence this concludes the Babaji SWOT analysis

PESTEL Analysis
1.Political:

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The Indian market has been thrown open for direct foreign investments. A single cell for the
facilitation of foreign investors and various schemes has been launched to attract multi-national
corporations. So, the small scale restaurateurs and local food manufacturers will have to adapt
themselves to technological advancement so as to stay relevant in the field. There are several
initiatives by the food processing and packaging department of central and state governments
that determine the standards and incentives for these enterprises like subsidies, food parks
equipment fairs and distribution centres and several related schemes (yojanas) that help promote
or fund these industries. In the 2018 budget, funds have been allotted to establishing
infrastructures such as cold storages and processing units which will help the food industry
prosper.

2.Economic:

In terms of market size, the Indian food market was worth $193 billion in 2016 and is expected
to cross $540 billion in 2020, so there is huge scope. Though, the availability of raw materials to
be used as ingredients is varying due to inflationary effects. Healthier alternative foods are
pricier compared to fast food or easy-to-make meals, but are in demand in the upper class
societies of cities, so a niche market has already been created in this segment. There is an
increase in the number of small eateries and snack manufacturers. so as other brands or outlets
throwing up discounts and offers one is forced to keep the price low even if the qualitative input
from his side is good. Also, as the middle class is price sensitive and they form the major chunk,
it is important to price competitively.

3.Social:

There is plenty of scope and opportunity in this aspect as there is rising concern for healthier and
closer to home-made food among youth and parenting population, still around 48 percent of the
Indian youth prefer traditional food when they eat out. Rising purchasing capacity especially
among consumers of big cities has enabled them to taste and try new food centres and items. So,
the market for new innovative cuisines is increasing day by day. Though, there is agitation and
protest by people against the sale of red meat especially beef, so it is better to avoid venturing
into this segment.

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4.Technological

New entrants face obstacles in investing on and opting to advanced preparation and packaging
techniques but the well-established ones find it easier to switch over to new technologies. Some
brands like yellow diamond and goli vadapav have expanded successfully by purchasing new
technology as they Analysis of Challenges And Opportunities Prevailing In The Indian Food
Industry www.ijbmi.org 61 | Page have been able to get investors on board. Also, making
machines is quite difficult as the traditional food preparation process is complex and labor
intensive, difficult to automate.

5.Legal:

The usage of preservatives in packaged products has sparked controversies in the past as well;
consumer laws and quality standards for food industry are very important and somewhat
challenging for the owners to keep up with it. Even though, India has gone up in the ease of
doing business list, when it comes to food industry, there are stringent rules and various
government bodies have to provide approval

Babaji’s Competitors

There are several brands in the market which are competing for the same set of customers.
Below are the top 4 competitors of Babaji:

1.Haldiram’s
Haldiram's began as a tiny shop in Bikaner, the land as famed for its savories as for its leather-
faced pipe players and fierce warriors. By 1982, Haldiram's had set up shop in Delhi and the
capital had begun to stop by and take note of the savories and sweets. It was word of mouth that
grew the business manifold over the next decade till Haldiram's came to stand for a food
company that was synonymous with taste, hygiene and innovation.
USA was the first market we started exporting to, thanks to the large Indian population there. We
began with about 15 products, all savories, because they are a favorite with Indians.
What began as a small-town enterprise in India is today a global phenomenon. Haldiram's is a
way of life for Indians no matter which country they live in.And the Countries they live in are
also fast developing a penchant for these products.

2.Bikanervala

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Bikanervala is an Indian restaurant chain headquartered in Delhi, that specializes in Indian
sweets, snacks.[1][2] Founded 115 years ago as a sweets and namkeen shop called Lalji in
Bikaner, Rajasthan. It was established in Delhi almost seven decades ago. The brand is now
worth Rs 1,300 crore (US$ 178 Million). It is one of India's largest restaurant chains with 94
locations both in India and globally. While Bikanervala's packaged food products, including
sweets and namkeens, are sold under the Bikano brand name, the company has opened Bikano
Chat Cafes (2003) which are quick service restaurants serving fast food with minimal table
service. The Bikanervala and Angan restaurants serve traditional Indian snacks, sweets and
namkeens. Bikanervala has also launched a boutique hotel at Banjara Hills in Hyderabad.
3.Lehar

Lehar, the Indian partner's brand name, was added to Kurkure for access to local taste and cues.
The team's concerns were justified as it was angling for a space between the traditional salty
snack and the more western potato wafer. The company called it the 'bridge' category and
Kurkure, the 'finger snack'.
4.Bikaji

In the late 80s, Shri Shivratan Agarwal decided to walk his path and create a new
identity for himself, this lead to the birth of the brand Bikaji. At the time when the
technology to produce Bhujia on a large scale was unthought of, Shri Agarwal
successfully laid the foundation of his dream venture. Not only, he ventured across
the world to find and co-invent the right technology for producing bhujia; but he
also managed to find an easy to remember name for the brand, that would easily
connect with the consumers. The name Bikaji is derived from Bika Rao- the founder
of Bikaner and Ji, used as a mark of respect in India. Shri Agarwal’s vision was to
give the world, a taste of Aslee Parampara. He desired to reach every consumer with
authentic Indian taste, that reflects India’s culture and values. Over the years,
Bikaji has managed to win hearts across the globe, with its power of ethnic-
snacking. Today, Bikaji stands for authentic Indian taste, with diverse products and
innovative packaging, adding to its commitment of taking Aslee Indian taste to the
world.

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5.Other local brands

Competitor Analysis

At every stage of their business, Babaji’s developed new innovative ways of pricing and
marketing their products. They pioneered new ways of packaging which increased the shelf life
of their products from less than a week to more than six months, thereby catering to the needs of
hygiene conscious non-resident Indians and other foreign customers. At the same time, they were
aware of the price consciousness of the typical Indian consumer who constituted the bulk of the
market.

Thus they managed to exploit the best out of the diverse consumer base by offering something
for everybody. BABAJI’S – CAPTURING MARKET AND CONSUMER SURPLUS To exploit
the best of both market segments, Babaji’s did the following: -The company launched products
in different packs with prices varying according to their weights. (Ref table below) PRICE
RANGE OF ‘NAMKEENS’ OFFERED BY BABAJI’S PACK WEIGHTPRICE (IN RS)PRICE
PER GRAM 30 gms50. 16 85 gms100. 11 180 gms – 250 gms18-350. 13 400 gms – 500 gms40-
700. 12 1kg95-2000. 15

PRICE PER GRAM AT VARIOUS QUANTITIES OF DEMAND

With the above table and graph in mind, Babaji’s effectively lowered the price per gram in the
200-800 gms segment, which is where the bulk of their consumers were, thereby ensuring higher
satisfaction for this market segment. -The company also customized specific products with
attractive packaging and distribution concepts specifically for the festive season. -The company
offered value-added services like online retailing and sales of Babaji’s products in train and bus
stations for consumers in transit. The company diversified its business by opening restaurants in
various metros thereby en-cashing on its huge brand image and offering traditional Indian snack
food items. Currently, Babaji’s is facing tough competition from domestic and international
competitors such as Brittania, HUL, ITC etc, apart from the local players in the market. To

23
counter this and retain their market share, Babaji’s is on an aggressive promotion and marketing
spree.

With all the above mentioned points in mind, we plotted the Demand Curve for Babaji’s. Prior to
its entry into the unorganized sector, the company focused on niche market segments from where
they generated bulk of their revenue. Their demand curve resembled the blue line as indicated in
the graph above. Once a conscious management decision was taken to enter the unorganized
sector; Babaji’s adopted extremely aggressive pricing strategies so that they could compete with
the local vendors.

MOVEMENT OF THE BABAJI’S DEMAND CURVE

This helped in shifting the demand curve to the left, as indicated by the pink line in the graph,
thereby ensuring that they set a foot into the unorganized sector. Having built a base for
themselves, and sustaining their brand image in the unorganized sector over a prolonged period
of time, Babaji’s leveraged its position to become the market leader thereby pushing its demand
curve above, back to the blue line in the graph.

Now with the entry of domestic and international players, the market is going through another
competitive phase. Babaji’s is doing everything possible to hold onto their current position. With
their track record in mind, they are focused and determined to tide over the current competitive
scenario, so that they can offer additional value to their customers in the future, thereby pushing
their demand curve further up.

Product Mix
Product

Babaji’s is one of the most popular brands in India dealing in making of sweets and snacks. It
serves nearly one hundred genuine food items and its diversified range includes-

 Namkeens like Sev, Mathri, Pancharatan Mixture, Navratan Mixture, Samosa, Gol
Kachori, Murukku, Lite Chidwa, Bhel, Aloo Lachha, Dry Fruit Mix, Chana Choor
and Salted Kaju
 Drinks like Orange Squash, Pineapple Squash and Rose Sharbat.
 Sweets like Mango Bite, Peanut Chikki, Rajbhog, Gulab Jamun, Soan Papdi, Kaju
Katli and Badam Barfi.
 Biscuits like Kaju Butter, Pista Badam and Kaju Nankhatai.

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  Dairy products like Rassagolla, Sandesh and Chamcham
 Kesar sticks kulfi and Ice creams
 Pappad
 Ready to eat items like Punjabi Choley, Paw Bhaji and Dal Makhni

Place

Babaji’s is a trusted brand name synonymous with quality and taste has spread its presence in
both domestic markets in India and also in international markets. Export orders are carried to
several global countries like New Zealand, Australia, USA. In domestic arena it operates through
its retail chain and its products are easily available in every food store, confectionary store,
bakeries, convenient store, local markets, discount stores, superstores and hypermarkets with its
plants established in New Delhi.

Babaji’s has an official website where orders can be placed and items procured. Several
shopping portals on internet supply products from Babaji’s brand on demand. Babaji’s has a
strong distribution channel to ensure a wider geographical reach in both international and
domestic scenes. Finished items from manufacturing outlets are passed to C&F agents and then
to distributors who ship the contents to retailers and lastly to consumer markets.

Price

At its onset the brand wanted to penetrate in both urban and rural markets so that it could capture
maximum part of sweets and snacks market in India. The company knew that Indians by nature
were price-conscious people and hence decided to adopt a competitive and penetration policy for
its products and kept its prices lower than its rival brands.  It has a
reasonable pricing strategy that makes its products affordable and within range.  Small packets
were introduced so that it became easy buys. Large sales volumes have helped the company in
achieving greater revenues.

Promotion

Competition has been a driving factor which has led to Babaji’s making some good changes in
its promotional policy. It has adopted Profile Advertising strategy and consequently has designed
several mailers. brochures and attractive posters for enhancing brand visibility. The company
took help of print media and advertised about its entire product range through newspapers and
magazines. Billboards were placed in high-traffic areas like railway and bus stations and were
also displayed on several vehicles such as busses, trucks and tempo.

The company has paid special attention to its presentation and packaging so that it can maintain
taste, freshness and flavor of the product for a longer time-period. Babaji’s has made several
deals to promote its products.

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USP-Unique Selling Point

A unique selling point (USP), also called a unique selling proposition, is the essence of what
makes your product or service better than competitors. In online marketing, communicating
your USP clearly and quickly is one of the keys to getting potential customers to convert on your
site. A unique selling point (USP), also called a unique selling proposition, is the essence of
what makes your product or service better than competitors. In online marketing,
communicating your USP clearly and quickly is one of the keys to getting potential customers to
convert on your site.

Babaji Namkeen is delectable in taste and high in demand for their authenticity. Easy to digest
and healthy to eat, We consciously work towards making our range of products the best in terms
of quality, freshness, hygiene and taste.

Babaji Snacks Pvt. Ltd. uses the best technological features available in the market to be at par
with its competitors and give the best quality products to its customers throughout the year

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 Chapter 3
Data Presentation and Analysis

Source of data collection of research design

The research design for the study is descriptive in nature and the sampling unit was consumers
purchase of residential apartments in Delhi-NCR. The respondents belonged to New Delhi. The
questionnaire constructed for the study included several questions which were continuous and
categorical in nature. Research design is the guideline, which help the researcher to get the
required information from the respondents within the specific time limit,
Sample Size: - 80 respondents
Sample Area: Delhi-NCR
This project is concern with Survey Research:
Survey research is one of the most important areas of measurement in applied social research.
The broad area of survey research encompasses any measurement procedures that involve asking
questions of respondents. A "survey" can be anything form a short paper-and-pencil feedback
form to 36 an intensive one-on-one in-depth interview
Survey Method: - Survey research method is technique of investigation by direct
observation/respondent or by systematic gathering of data from population.
Questionnaire: - Questionnaire is used to collect information from respondent. In this study
questionnaire content, both close ended & open-ended questionnaire. Sample size is 100
respondents which are further calculated in percentage and shown graphically in various charts.
Respondents as sample unit.
Non-Random Judgment Sampling Non-probability sampling is that procedure which does not
afford any basis for estimating the probability that each item in the population has of being
included in the sample. For this project Primary as well as Secondary data is use.
Primary Data:

27
Information collected for first time is called as Primary Data & is in the original character.
Primary data collected either through observation or through direct communication with
respondents in one form or another or through personal interviews. Primary data is collected
through the survey method 37 with help of questionnaire.
Secondary Data:
Secondary data means data which already been collected and analysed by someone else.
Secondary data collected from books, Internet & magazines.
Sampling Techniques:
Sampling techniques can be broadly classified in to two types:

➢ Probability Sampling

➢ Non-Probability Sampling
This project has been based on the non-probability, purposive, quota sampling. As in the given
project the sample has been considered specific to predetermined New Delhi.
Judgmental sampling:
Sample was taken on judgmental basis. The advantage of sampling is that it is much less costly,
quicker and analyse will become easier. Methodology used for data analysis

➢ Bar chart (Bar charts has been used for comparing two or more values that will be taken over
time or on different conditions, usually on small data set)

➢ Pie-chart (Circular chart divided into sectors, illustrating relative magnitudes or frequencies)
As the data has been of various types such as comparing based on value as well as the relative
comparison, hence both the tools are to be use for the proper analysis of the data.

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 QUESTIONNAIRE

Q1) Have You tried Babaji’s products?

YES NO MAYBE
53 20 7

Out of the distributors contacted, only a single one had heard of SnackAmor products. When
enquired
further, they told that they saw a recommendation on Amazon for the products.
3 of the distributors could not recall whether they had ever heard about SnackAmor. They were
confused whether the products belonged to SnackAmor or if they were of some competitor.
INTERPRETATAION
Out of the 80 respondents 53 had tried the products whereas 20 had never tried them and 7 of
them were not sure and were confused if the product belonged to the competitor

29
 60

50

40

30

20

10

0
Yes No Maybe

Q2) Which products do you like the most?

PRODUCT NUMBER
Snacks 15
Toasts/Rusks 13
Namkeen 18
Sweets 3
Cookies 4

INTERPRETATION
When asked from the respondents who have tried Babaji’s products around 35% of them liked
their namkeen the most followed by snacks, Toasts, Cookies and Sweets.

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 Num ber
Snacks Toats/Rusks Namkeen Sweets Cookies

Q3) How relevant do you find pricing of Babaji’s savory products?

Over Priced 10
Rightly Priced 43
Under Priced 0

Interpretation
When the respondents were asked about the pricing of the products of Babaji over 90% of them
felt that the products were rightly priced whereas a few of them thought that the products were
overpriced.

31
 50

45

40

35

30

25

20

15

10

0
Over Priced Rightly Priced Under Priced

Q4) How much will you rate Babaji’s savory products for their packaging?

1 2
2 7
3 12
4 12
5 20

Interpretation
When asked about the packaging most of them were satisfied with the packaging quality used by Babaji for their
products.

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 1 2 3 4 5

Q5) How much will you rate Babaji’s savory product for their availability in nearby stores?

1 2
2 3
3 10
4 15
5 23

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INTERPRETATION
When asked about the availability of Babaji’s products a lot of them said the products were
available year round and were super fresh always.

1 2 3 4 5

Q6) To what extent do you think Babaji’s as a brand satisfy your product needs?

Highly Satisfied 13
Satisfied 35
Not Satisfied 5

INTERPRETATAION
When asked about the satisfaction of the respondents after having Babaji’s products many of them felt satisfied
while very few were not satisfied.

34
 40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Not satisfied

Q7) How loyal you think you are towards the brand Babaji’s for purchase of savory products?

1 3
2 2
3 18
4 25
5 5

Interpretation

35
More than half of the customers were loyal to the brand whereas some of them don’t mind using
other brand products.

1 2 3 4 5

Q8) To what extent do you think Babaji’s as a brand is involved in your family’s daily eating habits?

1 20
2 15
3 12
4 1
5 5

INTERPRETATAION

36
When asked about the involvement of the brand in their day to day nearly half of the said that the they did not have
the products on a daily basis while a few of them consumed the products daily.

1 2 3 4 5

Chapter 4
Conclusion
In conclusion, this internship has been a very useful experience for me. I can safely say that my
understanding of the job environment has increased greatly. However, I do think that there are
some aspects of the job that I could have done better and that I need to work on. I need to build
more confidence. Also, the technical parts of the job were a bit flawed and I was asked multiple
times to correct it. Though it seems a little difficult but because of our super motivated trainee
we learn a lot of things like how to speak with the client's, how to convert them and so on. This

37
internship gives me a chance to showcase my skills and prove myself. It's being a wonderful
journey to work with the leading solutions. I face many challenges during this internship and this
made me grow and dedicated. I see a lot of changes in me before and after doing the internship.
The two main things that I learned after my experience in this firm are the importance of time
management and being self-motivated. Overall, my internship at the leading solutions has been a
success. I was able to gain practical skills, work in a fantastic environment, and make
connections that will last a lifetime. I could not be more thankful
Analysis of Questionnaire
Q.1 Have you ever been distributors of healthy packaged snacks?
Analysis of Questionnaire
Q.1 Have you ever been distributors of healthy packaged snacks?

LIMITATIONS

1) The survey was restricted to selected areas in Delhi-NCR only.

2) The results of the survey and conclusion were based on the answers of 80 respondents only.

3) The response from the respondents was fair enough but not up to the mark or good enough.

LESSONS LEARNT

As we have been there, we have experienced and gained the knowledge about the proper
industry. In books we acquire only theoretical knowledge, but in actual, the pragmatic
implementation of the same, can be grasped only by contacting people and closing the deal.

SUGGESTION & SCOPE FOR FURTHER STUDY SCOPE OF STUDY AND

SUGGESTIONS

1. A set of guidelines, proper counselling should be provided to aspiring interns.

2. Proper feedback should be taken from the people about direct periods of taking policy and
getting the incentives and benefits respectively.

3. We should explain briefly about the product so they are aware of all the benefits and
incentives in the future.

BIBLIOGRAPHY, GLOSSARY
Other sources:-

• News Paper

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• Magazines

• Internet websites

Websites Visited
http://babajinamkeen.com
www.ambitionbox.com
www.marketing91.com
en.wikipedia.org

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