“A study on consumer preference of Balaji Wafers Company”

A research proposal

SUBMITTED TO:

SANKALCHAND PATEL UNIVERSITY, VISNAGAR

SUBMITTED BY:

RESEARCHER

DARJI PARTH

PATEL SMIT
 INTRODUCTION

Balaji Wafers and Namkeen group, based in Rajkot, Gujarat, India, manufactures
and distributes potato chips and other grain-based bagged snacks. Started as a
micro-business, it has evolved into a ₹2,000 crore (US$280 million) company of
products with an indigenous taste.

The company is owned by Chandubhai Virani. Chandubhai and his brothers

Bhikhubhai and Kanubhai migrated from a small Village Dhun Dhoraji, Kalavad
Taluka, Jamnagar district of Gujarat. Their father Popatbhai Virani was a farmer, who
sold ancestral agriculture land and gave ₹20,000 (US$250) to them to venture into
business.

The Viranis invested in farm equipment but could not succeed and lost the money.
Kakubhai and his brothers started a wafer business from a canteen of a cinema hall
in Rajkot in 1974. Until 1989, the wafers were produced at the Viranis' house and
distributed in and around Rajkot city.

In the initial stage, Balaji Wafers set up their plant at Aji Vasad (Industrial Zone,
Rajkot) with a new concept of making potato chips. The main benefit they got is the
readymade infrastructure availability due to which their cost was reduced to a large
extent. They operated there for around 22 years.

Balaji Wafers then set up a fully automatic plant near Metoda G.I.D.C. which is in
the area of the village Vajdi, outside the town of Rajkot.
 PROBLEM STATEMENT

BUSINESS:

Work is divided up in the Balaji Wafers business because this makes it much easier
for employees so that they can get the job done. This takes out conflicts between
individual opinions towards the work they are working on. This will mean that no
one can say anything about each other’s work and they can do the work in piece
without any contribution from other unless it is wrong that needed to be improve
told by the manager.

ANALYSIS:

Balaji Wafers marketing challenges in India: the tubainas war case analysis I.
Summery the case study deals with Balaji Wafers attempt to pursue different
strategies in order to stand up to the strong growth of the so called tubainas.
Tubainas is defined as the numerous brands of inexpensive, carbonated and sweet
beverages which are manufactured and distributed locally throughout Brazil by
hundreds of small companies.

OBJECTIVES
 • The main objective of the project is to analyse and study in efficient way the
current position of Balaji Wafers Company.

• Another objective of the study was to perform competitive analysis between

Balaji Wafers and its competitors.

• To perform PESTLE and SWOT analysis of Balaji Wafers globally as well as

locally. This would help us identify area of potential growth.

• The study was aimed to perform market analysis of Balaji Wafers Company
and find out different factors effecting the growth of Balaji Wafers.

• To understand the reason behind the purchase of Balaji Wafers products.

LITERATURE REVIEW

Balaji Wafers is One of India’s leading snack-food manufacturers and distributors.

The company has 51+ Product range and 93+ SKUs. Company’s Strong Presence in
the remotest of the areas to sprawling cities is made possible through ever-
expanding power distribution network consisting of 800+ dealers. Balaji aims to
provide quality snacking experience at the most affordable price to people across
all age group.

RESEARCH METHODOLOGIES
Research is the application of human intelligence in systematic manner to a
problem. It may minimize the total uncertainty by intelligence use of the most
reliable data available in the organization.

Data collection Both the primary and secondary method of data collection are used
for the present study. Under the primary data collection method, Questionnaire,
observation, interview methods are used for data collection. The secondary data
for the present data includes the online research papers, websites, journal, articles
etc.

There are three research methodology in this company we use are as following :

• Survey

• Modelling

• Case study

REFERENCES

BOOKS:
Marketing Management – Kotler Philips.

Research Methodology – Kothari.

WEBSITES:

www.balajiwafers.com

www.news.bbc.co.uk

www.wikinvest.com

www.open2.net

OTHERS:

Annual report of Balaji Wafers 2015.

Annual report of Balaji Wafers 2016.