TABLE OF CONTENT

1) Executive summary

2) Introduction

3) Company Profile

4) Product

5) Outlets

6) About the competitor

7) Objective

8) Research Methodology

9) Research Design

10) Data Analysis and interpretation

11) Marketing Mix

12) About the market

13) Findings

14) Suggestion

15) Limitations

16) Bibliography

17) Questionnaire
 EXECUTIVE SUMMARY
There are many varieties of snacks foods, which are produced in India, and the
type of snack food varies according to the region. The snacks market has
changed with the advent of innovative products. It has emerged as a fast,
customized and large market. There is also a changing perception of consumers
towards processed foods, served in centralized food service system. The
primary reason for these changes is the dynamic marketing environment in the
snacks business. Changes in the marketing environment have generated a need
to reconsider the managerial perspectives on marketing in the snacks business.
And in this new arena of increased competition and market saturation
Haldiram’s is still doing well with highly satisfied customers. As it has very
skilled management who can easily sense customer requirement, maintain
product quality and frequent market research always assures product
authenticity in the market.

This Project has given me a great learning experience and at the same time it
has provided me enough scope to implement my analytical ability. This project
has helped me to know the importance of customer complaints, vendor
development, use of MIS and ERP, promotional strategies of Haldiram’s,
market visit, sales & distribution forecasting and market survey.

The analysis and study presented in this Project Report is based on data
analysis, market research, and thorough study of marketing strategies used
in Haldiram’s to maintain its brand equity in the niche market. This
Project as a whole provided insights into the different facts of marketing in
an organization but the major focus can be divided majoring into four parts
viz. market survey, research, promotional strategies and sales &
distribution.

PURPOSE OF REPORT
The purpose of the report is to learn the facets of marketing and do the
forecasting of sales and laminates for Haldiram PVT. LTD. Along with that I
have also worked in the following areas:-

⮚ Sales and distribution

 ⮚ Market visit for retail shops

⮚ Market research on “customer satisfaction”

⮚ Promotional strategy

INTRODUCTION
This project is done through EDS and under the title “Marketing and Sales
&Distribution”

Preparing this project I went to each and every distributors & retailers because I
was doing market research & sales research. It include, total market volume that
is being sold in grocery shop small shops and from distributors and retailers
shopping malls big bazaar, and others where chips and namkeens are sold.

I have collected about all the product of Haldiram’s but worked basically for
chips and Namkeens segments.

I went to the retailers and saw the chips and Namkeens there I observe the
following things

⮚ Whether our product is available or not at that canteen.

⮚ If not then we saw of which company product is available.

⮚ How much sale is of that particular counter and what the sales volume
that counter may give to us.
⮚ What is the strength of that particular counter?

⮚ Has that counter so many brands of chips and Namkeens.

And if we get our product, we used to asked the sales volume, response of
consumer, delivery and thus came to know interest of retailers & consumers

If we didn’t get our product we said about us, about our products, about the
margin what about margin difference, comparing the competitors’ product and
margin provided by them.
And then we made them understand the extra facilities and unique selling point
of our product and make them ready to sale our product. Thus we developed the
market for Haldiram’s product.

After this we saw the competitor’s product(quantity) and asked the strength. We
also counted the signage and a stand of all the competitor’s company and
Haldiram’s which is at that particular store.

After all I create a daily survey report and listed the total shops & canteens
available in Ghaziabad. And then analyses the data which was collected from
market. And then come to a conclusion on the basis of that analyzed data and
information. After all it becomes possible to make a meaningful and useful
report.

COMPANY PROFILE
HaldiRam’s Corporate Success Story – Dreams Blooming into
Reality
HaldiRam’s : The Company which is today synonymous with Indian snacks and
sweet food market started the first chapter of the saga, as a small sweet shop
in Bikaner, Rajasthan in 1935 . By 1982, the company had set up its business in
Kolkata, Nagpur & the bustling Chandni-Chowk in Delhi.
An important diversification was inroads into the restaurant business with
HaldiRam having 11 restaurants cum showrooms at premium locations of Delhi
& NCR with plan to open various outlets in Northern India.
Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S.
Agarwal and backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish &
Umesh Agarwal) and Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal
(Consultant) , Rahul Kathuria , VK Gupta, Mr. A.K. Tyagi) , today, the Vision and
Mission of the company is to have global presence as Food & beverage
company through

● Innovation

● Professionalization

● Expansion

● Strategic Approach
 ● and, Business Acquisition

Haldiram is on the way of its vision as today it is an ISO 9001 & HACCP certified
company and has presence all over India, 62 countries (UK, US , Germany,
Australia, UAE- to name a few) in world and top supermarkets of the world like
TESCO, SOMMERFIELD, SPINNEYS, CARREFOUR. The fact that today HaldiRam
exports 60 mn dollars goods and has registered 40% growth over last 5 years
itself tells its success story
Haldiram’s success saga is because of the pro-active thinking of making access
into the traditional, fresh homemade food and skillfully converting it into a
product line extension. With it they have busted the myth that Indian
consumers will not pay extra for western concept of packaged food and that
two of the Indian Household kitchen category.
Haldiram’s ingredients of success recipe includes a diversified product
portfolio, stringent quality controls, good raw material, storage, production
and packaging processes which has resulted in unparallel taste and extended
shelf life, Also Haldiram’s sensitivity to catering to the local palates (30 – 40%
of Haldiram flavours are sensitized to suit local taste) has resulted in creating a
loyal consumer base . Also no Modern trade is complete without stocking
HaldiRam’s products.
Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at remotest town of
the country.
HaldiRam has managed details of right technology, packaging standardizations,
consumer affordability, quality tasty products, and volume deliverables
extremely well to weave the magical success saga.
Last but not the least, the People behind the product – the local talent needs
mentioning as they have helped HaldiRam grow big.
Today, Haldiram can proudly claim that what began as a small-time enterprise
in India is a global phenomenon now and HALDIRAM’S IS WAY OF LIFE FOR
INDIANS NO MATTER WHICH COUNTRY THEY LIVE IN.
Present
Stock Now
Today, Haldiram’s is a 1735.9 cr brand that is a familiar sight on shelves across
the USA, UK and the Middle East. Non Resident Indians carry back packets of
Haldiram’s along with the farewells and nostalgia. And it is this name that they
look for as they scan shops for familiar scents and sights.
Presently it has four plants in and around Delhi that produce 50 tonnes of
namkeens (56 varieties), 20 tonnes of chips, papad (7 varieties) and fun food
and 5 tonnes of tinned sweets (12 varieties) and soan papdi, on daily basis.
Two more production units are coming up which will not only increase
capacity but also makes it possible for us to introduce new product lines. For
over 60 years now, the firm has been unifying the palate of India. It has not
been the simplest of tasks; India speaks different taste buds to match.
However, today it is a name that has become synonymous with taste and
quality not only within India but the world over.
Today Haldiram’s occupies considerable shelf space at prominent
supermarkets the world over: Tesco, Summerfield, Sipneys, and Carrefore.
From traditional Indian sweets and savouries to the more international chips,
cookies, nuts and sherbets, its products are fast capturing the imagination of
people making it possible for it to aim for deep penetration in the Middle East,
East Europe and parts of North Africa.
Future
Leveraging Our Existing Equity
The firm plans to leverage its equity in the domestic and international market
to become a food corporation with not just branded products under its belt
but also restaurants, retail chains and wide portfolio that includes such diverse
products as milk-based food and noodles.
In the near future it hopes to be in places such as Algeria, Jorden, Yemen,
Taiwan, Columbia, Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West
Indies, Sweden, Finland, Trinidad, and Tobago.
Haldiram’s success saga is because of the pro-active thinking of making access
into the traditional, fresh homemade food and skilfully converting it into a
product line extension. With they have busted the myth that Indian consumers
will not pay extra for western concept of packaged food and that too of the
Indian Household kitchen category.
It has also invested considerably in an advanced processing and packaging
unit, which enables it to marry tradition with technology. This is why, no
matter whose shelf our product sits on, it always stands on its own.
Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at remotest town of the
country.

Awards & Achievements

Haldiram’s is an ISO 9002 and HACCP recognized company with several awards
under its belt.

⮚ International Award for Food & Beverages awarded by Trade Leaders

Club in Barcelona, Spain in 1994.

⮚ Kashalkar Memorial Award presented by All India Food Preservers

Association in 1996 at its Golden Jubilee Celebration for manufacturing
the best quality food products.

⮚ Hind Ratan Award.97 given by NRI Welfare Society of India.

⮚ Brand Equity Award 1998 was awarded by Progress Harmony

Development Chamber of Commerce & Industry in recognition of
creating a successful Indian brand.

⮚ APEDA Export Award 2001-2002 was awarded by Agricultural &

Processed Food Products Export Development Authority for outstanding
contribution to the promotion of Agricultural & Processed Food Products
during the year 2001-2002.
 ⮚ MERA Delhi Award was awarded by Agricultural & Processed Food
Products Export Development Authority in the year 2004.

⮚ AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business

School, Amity University for best HR practices (Retail) in the year 2008.

SALES TURNOVER (2008-09 TO 2012-13)

Sales Turnover Rs (crores)

2008-09 774

2009-10 937

2010-11 1177

2011-12 1477

2012-13 1736

DISTRIBUTION FLOW CHART

Haldiram’s transacts on an advance RTGS basis from its wholesale dealers
instead of the cheque or cash system adopted by other major FMCG
companies. This practice is consistent with Haldiram’s philosophy of
maintaining cash transactions throughout the supply chain and it also
minimizes dumping.
Distributers carry inventory that is just adequate to take care of the transit
time from the branch warehouse (C&F) to their premises. This just-in-time
inventory strategy improves dealers return on investment (ROI). All Haldiram’s
branches engage in route scheduling and have dedicated vehicle operations.
 INDUSTRY DISTRIBUTION NETWORK

FACTORY

C&F INSTITUTIONAL SALES

DISTRIBUTORS

WHOLESALERS RETAILERS

RETAILERS

CONSUMERS

Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar

Pradesh, Bihar, Jharkhand, North East.

PROMOTERS

⮚ Mr. Manohal Lal Agarwal (Chairman)

⮚ Mr. Anand Agarwal (MD)

⮚ Mr. Ashish Agarwal (Executive Director)

Products And Manufacturing
Units
Namkeens :: Produced at Haldiram Manufacturing Mathura road

All in one Bombay chana Chana dal Halka fulka

mixture
 BOMBAY CHANA JOR
ALOO BHUJIA MIXTURE GARAM HARA CHIDWA

BOONDI
BANANA BHUJIA CHIDWA
CHIPS MIXTURE PLAIN KABLI CHANA

BANANA
CHIPS BOONDI CORN FLAKE
MASALA MASALA MIXTURE KAJU DAL BIJI

BANANA
CHIPS SALTED BOONDI PLAIN DAL BIJI KAJU MASALA

BANANA
CHIPS TANGY KAJU
TOMATO BOONDI RAITA GHATIA MIXTURE

FALAHARI
BHELPURI CHAIPURI MIXTURE KAJU SALTED

FALAHARI KANPURI
BHUJIA CHAKOLI WAFFER MIXTURE

CHANA GUJRATI KARANCHI

BHUJIA PLAIN CRACKER MIXTURE MIXTURE

KASHMIRI
SAMOSA OM PURI NAVRATTAN MIXTURE

NIMBU KAKHARA
SEM BEEJ PANI PURI MASALA CORIANDER

PUNJABI
SAHI MIXTURE TADKA NUT MIX KAKHARA JEERA

MOONG DAL KAKHARA

MASALA METHI SEV LONG SEV MASALA

MOONG DAL MINI BHAKAR MADARASI KAKHARA METHI

MAST BADI MIXTURE
 MASALA

MOONG DAL
CHATAK MOODI MASALA
MASALA MIXTURE TWIST KAKHARA PLAIN

KHATTA
MEETHA MOONG DAL MATHRI

Namkeens: Produced at Haldiram Manufacturing – Gurgaon

BHELPURI MOONG DAL MASALA

BHUJIA

BHUJIA PLAIN MOONG DAL MAST MASALA

MOONG DAL

MOONG DAL PANIPURI

CHATAK MASALA

Namkeens:: Produced at Haldiram Snacks Pvt Ltd – B1 Noida

Bhujia Aloo bhujia Khatta mitha

Navrattan Moong dal Panjabi tadka

All in one Dal biji Bombay mix

Kashmiri mixture Shahi mixture Kaju mixture

Chana dal Chana cracker Chana jor gram

 Bombay chana Kabuli chana Long sev

Methi sev Karodpati Teekha sev

Chilli pataka Bikaneri malai sev Chatpata matar

Nimbu masala Hara chidwa Halka fulka mixture

Gujarati mixture Mini bhakhar badi chakoli

Madrasi mixture Murukku Cornflakes mixture

Snacks ( Items & Products in this category )

Snacks :: Produced at Haldiram Snacks Pvt Ltd – B1 Noida

Pudina Treat
Takatak Masala Aloo Masala
(Chips)
NATKHAT
Classic Salted
TOMATO Sour & Cream Onion
(Chips)
(Takatak)

Mast Masala Cheezi Balls

Boletos
(Chips) (Whoopies)

Tangy Tomato Chatpata Stix

Ringos
(Chips) (Whoopies)

Heart Beat
Papri chaat (Chips) Aloo masala
(Whoopies)

Sweets ( Items & Products in this category )

Sweets :: Produced at Haldiram Snacks Noida

Rasgulla Chamcham Kalam petha

Rasmalai Rajbhog White Rasbhari

Gulab jamun Kesar Rasbhari Kesar Gandheri

Soan papdi desi ghee Soan papdi vegetable Soan papdi chocolate
ghee

Soan papdi coconut Soan papdi orange Soan cake

dry petha Patisa Soan halwa

 COMPETITORS

COMPETITORS OF HALDIRAM’S

The snack industry in Ghaziabad is highly competitive where not only National
and International brands exist but also local brands have made their
prominently. Among all HALDIRAM”S has the advantage of early mover but
others also picking up quickly. There are many competitors in Ghaziabad for
Haldiram’s which a matter of concern. The list of Haldiram’s competitors is as
follows:

Snacks

● Bingo

● lays,

● kurkure,

● oye oye,

● Diamond

● Some local regional players

Namkeens

● Bikaji

● Bikaner wala,

● jain’s,

● bikano,
 ● Balaji

● Lehar

● Some local regional players

Papad

● Lijjat

● Bikaji

● Some local regional players

Sweets

● Bikaner wala

● Bengali sweets

● Bikaner

● Some local regional players ( sudha ,paras)

Syrups

● Roohafza

● Kisan

● Dabur

● Some local regional players

Ready To Eat (RET)

● milk maid

● nestle

● Some local regional players (Aussi food pvt. Ltd. (Rte) delhi; Arkriti
foods pvt ltd. (rte) delhi)

Biscuit

● Britannia

● priya gold

● bakeman’s

● parle

● sunfeast

● Some local regional players

RESTAURANT

● Nathu’s

● Evergreen’s

● Bengali Sweets

● Sagar Ratna
 ● McDonalds & Nirulas

● Yo! China

● Local Sweet Shops

OBJECTIVES OF THE
PROJECT
In marketing only project report is not required there must be some objective
or goal because without any goal and objective , no project Report can be
completed in true sense so the main objective of doing this project Report is
confined to completion of some work that is assigned to you for some reason:-

What the subject or papers that is being taught in classroom at M.B.A program
is completely theoretical so during the summer training you can compare and
learn how the marketing activity in an organization varies with theory and how
this theoretical knowledge is being applied in an organization and how much
they are being applicable so its quite helpful to know and understand.

To create the contact with working of an organization and see the different
types of marketing activities. It also helps us to take knowledge about product
distributor promotion and buying behavior. It also helps in knowing how
various tools and techniques are being used.
To find out the types of channel, by which product is selling and to know
monopoly and average sales of these outlets.

Followings are the objectives of the project-

⮚ To study the data trending and analysis

⮚ To understand forecasting based on this trending

⮚ To check out visibility and ability of declining product in the market.

⮚ To study the distribution network of Haldiram products.

⮚ To study about consumer and retailers perception regarding Haldiram’s

namkeens and chips
⮚ To carry out a competitive analysis of Haldiram’s Snacks vis-à-vis
competitor brands in the same segment available in Ghaziabad based on
parameters such as pricing, product range, packaging, profit margins to
retailers, discounts and credit policies provided to retailers.

SCOPE OF THE PROJECT

Scope of the project means the area which we cover under our project and how
it is beneficial. In my project I use to deal with the main areas of marketing.
And also during this project I have to do forecasting and find out inclining and
declining products. In this report of the project you will find that what and how
marketing plays an important role in business development.
During this project, I did a survey which reveals the current status of the
companies services and the competitors position in the market. And the
outcomes of that survey company can use for their enhancement and to increase
their business.

USE AND IMPORTANCE OF PROJECT-

Use and importance of the project, means the practical applications of all
the marketing concept in the project and the practical knowledge which I get
during my summer internship is benefactor for my career. I worked on many
variants in this project.
Following’s are the use and importance of the project—
(1) During this project I have learn about different marketing concept with
their practical use.
2) During this project I have learn the way & importance of retailers handling
3) I am mainly involved with the selling and distribution of the snacks and
namkeens.
4) In this project I will also assess the market &check the availability and
visibility of product in the market

METHODODLOGY
Methodology includes the overall research procedures, which are followed in
the research study. This includes Research design, the sampling procedures,
and the data collection method and analysis procedures.

Research Objective

Objective of the report is to learn the facets of marketing and do the

monitoring and counter selling for Haldiram PVT. LTD. Along with I will also
work in the following areas:-

⮚ Market visit for retail shops

⮚ Research on “customer satisfaction”

⮚ Sales & Distribution

 ⮚ Promotional strategy

Sample Design
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher would
adopt in selecting items for the sample. For these investigation

Sample size: -

⮚ For market visit- 100 retail outlet.

⮚ For consumer survey – 100 customers

⮚ Trending- previous 2 year data

Area of operation: -

⮚ For market visit- Ghaziabad

⮚ Forecasting & trending - sales

Area of sampling:
GHAZIBAD

Vasundhara

Vaishali

Patelnagar

Pratap Vihar

Rahul Vihar
 Vijaynagar

Kavinagar

Sanjay Nagar

Modinagar

Muradnagar

Duhai

Rajnagar

Research design:-
Type: Exploratory research design using secondary data analysis

Descriptive research design using survey method

Survey using personal interview (face to face) interview method

Sources of information: survey by means of structured undisguised and
general face to face interaction with outlet holders and distributers and used
some secondary data.

Methods of data collection: - It can be obtained either through direct

communication with respondents in one form or another or through personal
interviews. Questionnaire and interviewing are main weapons to collect
data. There are mainly two types of data –

❑ Primary Data

❑ Secondary Data

Primary research entails the use of immediate data in determining the survival
of the market. The popular ways to collect primary data consist of surveys,
interviews and focus groups, which shows that direct relationship between
potential customers and the companies. Whereas secondary research is a
means to reprocess and reuse collected information as an indication for
betterments of the service or product. Both primary and secondary data are
useful for businesses but both may differ from each other in various aspects.

Type of data to collect-

⮚ Categorical

❑ nominal-observations that can be coded

❑ ordinal-observations that can be ranked

 ⮚ Continuous

-Observations that can be counted or measured

⮚ Mixed

❑ matrix of categorical and continuous data

Following are the ways through which data can be collected

⮚ Observations

⮚ Interviews

⮚ Reports

⮚ Records

Tools of data analysis: - Excel and Well – structured questionnaires might be

referred for data analysis.

TYPE OF RESEARCH METHOD-

Four types of research methods:

⮚ Qualitative-

⮚ Quantitative

⮚ Mixed (qualitative and quantitative)

 ⮚ Critical and action oriented

In these report data is collected by means of survey. A format was made for
collecting the data in which important questions was being prepared for
collecting the data e.g. to know the market share of haldirams total demand
existing in the market what’s the share of competitors. Consumers preferences
tastes and age group which mainly use the products of haldirams, class of
people mainly using haldirams products. What are tools and techniques that
are being used by the company to increase the sales of company?

Field works

For interviewing the retailers & distributors went to each and every shops &
outlets where namkeens chips and other things of company was sold school,
college, hospital, Dhabas, restaurant of Ghaziabad. Thus I interview about 100
retailers canteen owners and the entire distributor over the entire Ghaziabad. I
asked them to help me in filling the format of questionnaires for collecting
data.

MEETING WITH THE DISTRIBUTERS

We have taken prior appointment with the distributors who supplies

Haldiram’s products in the various areas of Ghaziabad. We fix our appointment
on different dates with different distributors. The Distributors which we have
covered are:

⮚ Madhur traders

⮚ R.S. Distributors

⮚ Balaji enterprises

⮚ Dhanshree enterprises

⮚ Sanchar System

⮚ Ashok Traders
We have covered these 6 Distributors and work with them in selling &
distribution of haldiram snacks and namkeens for the purpose regarding the
retail penetration of the Haldiram’s Western Snacks for fulfilment of our
project objective and to know the various aspects of distribution and the pros
and cons of the Haldiram’s products.

We met these Distributors and discussed about the following things:

⮚ Which types of Packaging he is supplying in the market?

⮚ How many retailers he is covering?

⮚ Which packaging account highest sales?

⮚ What schemes you are getting and what type of schemes you are
offering to the retailers.
⮚ What is the frequency of reorder?

⮚ What are the profit margin they gets?

⮚ Market penetration of products.

⮚ Storage and transportation issue.

⮚ Replacement they get and provide to the retailers.

Madhur traders

⮚ We visited Madhur traders many times during the training period

⮚ He is working with Haldiram’s from past 1 and half years.

⮚ It is owned by Mr. Sandeep gupta

⮚ He is covering around 200 retailers in Muradnagar market.

 ⮚ He stores large SQ’s of all namkeens

⮚ He gets 7% profit margins of total sales.

R.S. Distributors

⮚ We had visited R.S. Distributors five times

⮚ It is owned by Mr.Kapil

⮚ He is working with haldirams from 2 month

⮚ He is covering Pratap Vihar Market

⮚ He stores snacks and small namkeen

⮚ He is new in distribution areas

⮚ He gets 7% profit margins of total sales.

Balaji enterprises

⮚ It is owned by Mr. Kuldeep.

⮚ He is covering around 400 retailers.

⮚ He stores all trading products

⮚ He is working with haldiram from last 5 years

⮚ He gets 7% profit margins of total sales.

⮚ He is not getting any schemes

Sanchar System

⮚ It is owned by Mr. Krishlay.

⮚ He is covering Vaishali and Vasundhara market.

⮚ He stores all large namkeens

⮚ He starts working in haldiram from 15-07-2013

⮚ He gets 6% profit margins of total sales.

PROS AND CONS OF HALDIRAM’S ACCORDING TO THE

DISTRIBUTORS

After taking the interview with distributors there are few pros and cons which
comes to account and which contribute a very important positive and negative
things about the Haldiram’s. The various pros and cons of Haldiram’s are as
follows:

Pros:

⮚ Quality of Haldiram’s is quite good as compared to the other brands

available in the market.
⮚ The Brand equity is high.

⮚ The Price is at par with the other running brands in the markets.

⮚ The weightage of packaging is good

⮚ The Taste is very good.

⮚ Products are available in a large variety.

Cons:
 ⮚ The profit margins are less

⮚ Company does not give sales person for the distribution.

⮚ The distribution is uneven, not supplying the demanded products on

time.
⮚ Very less promotional activities

⮚ No schemes provided.

⮚ No incentives offered to the Distributors.

⮚ The replacement of expired products takes a lot of time.

⮚ The chips manufactures in different batches taste different from every

batch.
⮚ Irregular supply of SQ’s to the distributers

⮚ Frequent changes in the packaging

⮚ lot of packets without air in the case

SUGGESTIONS GIVEN BY DISTRIBUTORS

After discussing various things with the distributors, they have given few
suggestions how Haldiram’s can improve distribution and other important
things to increase the sales and satisfaction level with Distributors and
retailers. There are following suggestions:

⮚ Haldiram’s should give sales person support to the distributers

⮚ Haldiram’s should improve their promotional strategies to make the

local people more aware of its entire range of its products.
 ⮚ Haldiram’s should provide motivating incentives schemes.

⮚ Haldiram’s should replace the expired products and rat cutting also in
less time.

⮚ Haldiram’s should improve the supply of products from the C&F agents
to the distributors.
Cons:

⮚ The profit margins are less

⮚ Company does not give sales person for the distribution.

⮚ The distribution is uneven, not supplying the demanded products on

time.
⮚ Very less promotional activities

⮚ No schemes provided.

⮚ No incentives offered to the Distributors.

⮚ The replacement of expired products takes a lot of time.

⮚ The chips manufactures in different batches taste different from every

batch.
⮚ Irregular supply of SQ’s to the distributers

⮚ Frequent changes in the packaging

⮚ lot of packets without air in the case

SUGGESTIONS GIVEN BY DISTRIBUTORS

After discussing various things with the distributors, they have given few
suggestions how Haldiram’s can improve distribution and other important
things to increase the sales and satisfaction level with Distributors and
retailers. There are following suggestions:

⮚ Haldiram’s should give sales person support to the distributers

⮚ Haldiram’s should improve their promotional strategies to make the

local people more aware of its entire range of its products.

⮚ Haldiram’s should provide motivating incentives schemes.

⮚ Haldiram’s should replace the expired products and rat cutting also in
less time.

⮚ Haldiram’s should improve the supply of products from the C&F agents
to the distributors.

DATA ANALYSIS AND

INTERPRETATION HYPOTHESIS

TEST

The data that has been collected by means of survey and questionnaires has
been analyzed and tested by excel and then result has been interfered. Various
graphs and chart bars are used to interfere the data
While preparing the data it has been kept in mind that the data should be
coherent and there should be no biasness

● Field editing (that is detail of data has been collected)

● Abbreviations and short forms not used

● Readability and understandability

● Inadequate answers has been removed that is (incomplete answers, left

blanked answers)
● Mistakes that has been accursed in collecting the data has been
removed

HYPOTHESIS TEST
● The various method of hypothesis test that has been used in analyzing
the products are various test like
● Z TEST

● F TEST

● T TEST

● CHI SQUARE TEST

● PARAMETRIC TEST

● NON PARAMETRIC TEST

Parametric and non parametric test both has been used to analyse the
data and has been tried that data should represent the true data.

NAMKEENS SHARE IN GHAJIABAD

MARKET
 Sales

13%

17%
HALDIRAM'S
BIKANERWALA
BALAJI
60% OTHERS

20%

The data about consumptions and different namkeens sold in market has been
collected and it has been observed that haldirams capture highest percent
share in namkeens and it is about 60% share, balaji captures 17% of market
share, bikanerwala holds 20% share of market and rest has been captured by
other brands.

DEMAND OF CHIPS IN GHAZIABAD

MARKET
 Chips share in ghaziabad market
9%
7% 30%

Lays
12%
Haldiram's
ITC
Bikano
Oyes
Others

15%
27%

Among the different brands of chips that is being sold in market. On the basis
of data collected and analysis lays captures highest share in market that is 30%
of market share, haldirams also captures quite good share of market. On
analysis % share of different brand is shown

Different consequence that adds in sales

volume

I
M
A
G
E
Various factors that helps to increase the sales volume of products
Taste is the major factor on which sales of a product depends .there are also
secondary factors on which also quite good share of sales depends that is
advertisements, packaging, brand and other factors

PACKET SIZE
I
M’
A
G
E

Sales of products also depends on packet size of products it can be easily seen
that 15gm packet size is sold in much higher volume compared to120 gm or
60gm. So it can be interfered that packet size also affects sales volume. There
are people of different type and classes so that’s why smaller packet size is
sold in higher volume.

I
M
A
G
E

Different age group users of namkeens of different brands

Namkeens and chips are mainly used by persons who belong to age group of 0-
20 it should be kept in mind that the mainly teenagers and childs are the
persons who are occupying highest share in sales volume of these products.
other age persons are occupying 40% sales volume of all these products.

I
M
A
G
E

Among the different brands of haldirams western namkeens products that is

takatak chips whoopies. chips is mainly the segment which captures highest
share in the market and it is also sold in higher volume compareable to other
products.
Takatak is also sold in good volume as comparable to whoopies, takatak also
occupies good volume of market share.
Whoopies is not sold in higher volume but in future it may be sold in good
volume because consumers are not aware of these product.
I
M
A
G
E

Quality is major factors on which sales volume of products depend on basis of

survey it has been observed that it is major factor on which sales volume of
product depends.
Packaging also occupies good share in sales of a products it is also demand of
today era and on it sales volume of products depend.
Others factor is also quite essential for sale of a product e.g. advertisement,
brand and other factors also occupy quite a good percentage.

I
M
A
G
E

Surveys of consumers are you satisfied with Haldiram’s products

While doing the survey it has been observed that maximum consumers of
Haldiram’s are satisfied with products that is quality , packaging ,tastes and
other factors.
There are few consumers they have said that they are not satisfied with
Haldiram’s product they said that quality is not up to the mark.
There are some consumers who said neither yes nor no that is can’t say.

I
M

G
E

Users of Haldiram’s products

Part time users are those type of users who use haldirams products anywhere
any time. They occupy highest share that is 50%
Regular user compromises of about32% who always use haldirams products.
18% users are of that type by chance they use Haldiram’s products.

BRANDS AWARENESS OF CONSUMER

FOR CHIPS SEGMENT

I
M
A
G
E

There are so many brands that offer there products in market .

Lays:- everyone is aware of these product and so it occupies highest sales
volume.
Haldirams it is known brand and performance is quite well.
Itc is also a renowed brand but its performance is not up to the mark as it
spends huge money in promotion.
Bikanerwala is a growing brand.
Oyes is also a quick growing brand.
Others struglling to capture the market.

I
M
A
G
E

Among the different brand existing in market preference of consumers.

LAYS is the first preference of consumers and performs well.
ITC is also doing best and occupies second preference in chips.
HALDIRAMS is also good but its third preference of consumers.
BIKANO becoming a new brand name and trying to capture market.
Others trying their best but still much to do. They are not able to survive in
market.
I
M
A
G
E

TOTAL CONSUMPTION OF ALL

PRODUCTS
HALDIRAMS captures highest share in total consumption of fmcg products and
occupies first position.
LAYS comes in second position in overall consumption.
ITC comes 3rd in position in overall consumption.
Bikanerwala still trying to capture the market and thers are also trying.

I
M
A
G
E

Marketing mix is the set of marketing tools that the film uses to pursue it

marketing objective in the target market.

Marketing Mix of Haldiram’s

Products

Chips, Namkeens , Sweets , Pickles , papad , Syrup , Woopies

Chips

There are six flavors in chips classics salt

 Pudina treat

 Paprika

 Mast Masala

 Bolelos

 N salt

Taste of chips

 Pudina treat - Taste of pudina

 Peprika - Taste of green chill

 Mast masala - Taste of Tomato

 Classic salt - Plain $ only salted

 N salted - Masala salted

Ruffles:-

 Takatak

 Whoopies

Namkeen:-

 Bhujia

 Aalu Bhujia

 All in one

 Kaju Mixer

 Kashamiri mixer

 Bombay mixer

 Nut cracker

Peanut

 Plain

 Salted

 Masala

 Panch rattan
  Khan meether

 Neembu Masala

Channa

 Bombay Channa

 Madrasi Channa

 Kabli Channa

 Channa Dal

Mix

 Pinnet Mix

 Mirchi Pinnet

 Chatpati Dal

Papad

 Javitri

 Medium

 Panjabi

 Mirchi

Syrup
  Mango pana

 Kaala khata

 Thandi

 Badam kesariya

 Rose

 Khus

 Lemon

Pickles

 Mango

 Mirchi

 Lemon

 Mix

Sweets

There are so many sweets at show room but only few are available in packets
and canes

 Soon papari

 Soan cake
  Raasgulla

 Chumchm

 Gulab jamun

Cookies, biscuits and cake are available in retail market.

Product Qualities

Impeccable qualities, They focus on TQM before the finish like because

the quality along if advertisement which Haldiram gives as a competitive

edge design innovative of packets day by day. It is a popular due to its

colorful packets of Namkeen which is unbeatable by other brands.

Features:-

Testy Snacks , Suitable with drinks as well as serving guest

Brand name:-

Huge brand name nation wide

Warranty
Takes in return when product expires or any or any other damage which is

accidentals.

Price:-

The price is different for different product chips.

Discount

Depends upon the sales executive, and retailer’s bargaining and as different

scheme.

Allowance

Fixed, as per distributor target and companies target to the sales person.

Public relations

Marketing sales executive pays a visit to retailer time to time.

Sales executive

Create new counters for that particular distributor on which he is working.

Promotion
Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, Win

cheaters etc. are given to retailer and customer

Note:-Discount coupon are double edge sword , to the customers because when

customer gets and discount coupon He/ She goes to show room of Haldiram’s and buys

another product and thus he become a new customer another product.

Place

One of the most important thing any companies is the place. When the

company sales its product and for a good sales volume, the listenable things

are segmenting targeting, and positioning is must. For this work the company

recognized its customer i.e. who are the customer and where are they. Then

he starts working.

The coupon its customer and market place. Then target them and after all it

creates a position in the customer mind.

The Haldirams work in to ways since it is the market leads in Namkeen market

so, it does not care of its competitor and need not to work more for its
 promotion and position due to its quality and brand name , but for chips its

work regularly.

The company segment its market in two type .

1. Retail market

2. Institutional market.

Retail Market

The company has kept all the open market as retail market in miss all the shop,

Early shops, grocery shop, and general store are included.

Institutional market

In this segment the company has kept all the institutional shop/

contents. In this segment collage canteens, school canteens , hospital

canteen, Restaurant, cinema halls, shopping malls, its are included.

 ABOUT THE MARKET
List of account visited in survey and their status

Sr. No. Name Of Account Address Phone Remarks

1 Shri Balaji Hotel Delhi- 8057873418 Monopoly Of

Meerut
Road, Haldirams
Modinagar,
Ghaziabad

2 Chaudhary Hotel Delhi- 9720651137 Running

Meerut
Road,
Modinagar,
Ghaziabad

3 Satguru Delhi- 9634963714 Running

Meerut
confectionary Road,
Modinagar,
Ghaziabad

4 Welcome hotel Delhi- Running

Meerut
Road,
 Modinagar,
Ghaziabad

5 Yadav Dhaba Delhi- Running

Meerut
Road,
Modinagar,
Ghaziabad

6 Suman Theatre Delhi- 935870112 Running

Meerut
Road,
Modinagar,
Ghaziabad

7 Shiv Confectionary Delhi- 9837510865 Running

Meerut
Road,
Modinagar,
Ghaziabad

8 Guru ji Delhi- 9557017026 Running

Meerut
confectionary Road,
Modinagar,
Ghaziabad

10 Pawan Sec-5, 9210900091 Running

Vaishali,
departmental store Ghaziabad

11 Priyanka store Sec-5, 9350590229 Running

Vaishali,
Ghaziabad

12 Sonu traders C-2a 9312059472 Running

Janakpuri

13 Charu store Raj nagar Running

sanjay nagar
14 Sweets store Raj nagar Running

sector -7

15 Akash stores Raj nagar Running

r.d.c

16 Dinesh traders Ghanta ghar Running

17 Sham agency Lohiya nagar 999256533 Running

18 Deepak sales Nehru nagar 9871660825 Running

III-C-222

19 Krishna traders Vijay nagar 9899230830 Running

20 Manisha & Pandav Running

company nagar144\1

21 Home buddy Sec-5, 9988226817 Running

Vaishali,
 Ghaziabad

22 Garg store Sec-5, 9891317626 Running

Vaishali,
Ghaziabad

23 Exotic mart Sec-5, 9588819526 Running

Vaishali,
Ghaziabad

24 Aggrawal sweet Sec-5, 9312099378 Running

Vaishali,
india Ghaziabad

25 Sohan stores Patel nagar Running

26 Yadav stores Patel nagar Running

27 Radhey sham Patel nagar Running

stores

28 Om stores Lal quan Running

29 Rajnesh stores Lal quan Not

Interested(Due To
 Print Mrp)

30 Ambedkar

road
Rama bakery