Professional Documents
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Project of Sales at University of Chicago
Project of Sales at University of Chicago
Project of Sales at University of Chicago
FACTORY
DISTRIBUTORS
WHOLESALERS RETAILERS
RETAILERS
CONSUMERS
Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar Pradesh, Bihar,
Jharkhand, North East.
1
PROMOTERS
Mr. Manohal Lal Agarwal (Chairman)
Board of director’s
Managing director
President
2
Products And Manufacturing
Units
Namkeens :: Produced at Haldiram Manufacturing Mathura road
HALKA
ALL IN BOMBAY FULKA
ONE CHANA CHANA DAL MIXTURE
BOONDI
BANANA BHUJIA CHIDWA KABLI
CHIPS MIXTURE PLAIN CHANA
BANANA CORN
CHIPS BOONDI FLAKE KAJU DAL
MASALA MASALA MIXTURE BIJI
BANANA
CHIPS BOONDI KAJU
SALTED PLAIN DAL BIJI MASALA
BANANA
CHIPS
TANGY BOONDI KAJU
TOMATO RAITA GHATIA MIXTURE
FALAHARI KAJU
BHELPURI CHAIPURI MIXTURE SALTED
FALAHARI KANPURI
BHUJIA CHAKOLI WAFFER MIXTURE
3
BHUJIA CHANA GUJRATI KARANCHI
PLAIN CRACKER MIXTURE MIXTURE
KASHMIRI
SAMOSA OM PURI NAVRATTAN MIXTURE
NIMBU KAKHARA
SEM BEEJ PANI PURI MASALA CORIANDER
MOONG
DAL METHI KAKHARA
MASALA SEV LONG SEV MASALA
MOONG
DAL MINI
MAST BHAKAR MADARASI KAKHARA
MASALA BADI MIXTURE METHI
MOONG
DAL
CHATAK MOODI MASALA KAKHARA
MASALA MIXTURE TWIST PLAIN
KHATTA MOONG
MEETHA DAL MATHRI
5
Pudina Treat Takatak
Aloo Masala
(Chips) Masala
NATKHAT
Classic Salted Sour & Cream
TOMATO
(Chips) Onion
(Takatak)
6
Kalam
Rasgulla Chamcham
petha
White
Rasmalai Rajbhog
Rasbhari
Kesar Kesar
Gulab jamun
Rasbhari Gandheri
COMPETITORS
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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
Namkeens
Bikaji
Bikaner wala,
jain’s,
bikano,
Balaji
Lehar
Papad
Lijjat
Bikaji
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Sweets
Bikaner wala
Bengali sweets
Bikaner
Syrups
Roohafza
Kisan
Dabur
milk maid
nestle
Some local regional players (Aussi food pvt. Ltd. (Rte) delhi; Arkriti foods pvt ltd. (rte)
delhi)
Biscuit
Britannia
priya gold
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bakeman’s
parle
sunfeast
RESTAURANT
Nathu’s
Evergreen’s
Bengali Sweets
Sagar Ratna
Yo! China
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 .
10
To find out the types of channel, by which product is selling and to know
monopoly and average sales of these outlets.
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.
(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.
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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:-
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: -
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For market visit- 100 retail outlet.
For consumer survey – 100 customers
Trending- previous 2 year data
Area of operation: -
Vasundhara
Vaishali
Patelnagar
Pratap Vihar
Rahul Vihar
Vijaynagar
Kavinagar
Sanjay Nagar
Modinagar
Muradnagar
Duhai
RAJNAGAR
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Research design:-
Type: Exploratory research design using secondary data analysis
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
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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.
Categorical
nominal-observations that can be coded
ordinal-observations that can be ranked
Continuous
Mixed
matrix of categorical and continuous data
Observations
Interviews
Reports
Records
Tools of data analysis: - Excel and Well – structured questionnaires might be referred for data
analysis.
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TYPE OF RESEARCH METHOD-
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.
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
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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.
Madhur traders
R.S. Distributors
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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
Sanchar System
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:
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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:
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 improve their promotional strategies to make the local people more
aware of its entire range of its products.
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.
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DATA ANALYSIS AND
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.
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NAMKEENS SHARE IN GHAJIBAD 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.
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DEMAND OF CHIPS IN GHAZIABAD MARKET
Among the different brands of chips that is being sold in market .on basis of
Lays
12%
Haldiram's
ITC
Bikano
Oyes
Others
15%
27%
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
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Different consequence that adds in sales volume
45%
40%
35%
30%
25%
20%
15% Series1
10%
5%
0%
ST
E G TS TS S
A GIN EN EN A ND
T A M M
CK ISE SE BR
PA RT O R
DVE END
A
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.
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PACKET SIZE
80% 75%
70%
60% 60%
50%
50%
Series 1
40% 40%
Series 2
30% Series 3
20%
10%
Series 3
0%
Series 2
18 gm
42 gm Series 1
47 gm
77 gm
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.
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140
120
100
80
Series1
60
40
20
0
0-20 20-40 40-60 60above
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.
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130
110
90
70 Series1
50
30
10
takatak chips whoopies
Series1 62 117 21
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.
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others
39%
quality quality
50% packaging
others
packaging
11%
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.
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12
10
8 yes
no
6 cant say
0
1
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.
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ocasionally regular
18% 32%
regular
part-time parttime
50% ocasionally
Part time users are those type of users who use haldirams products anywhere any time. They
occupy highest share that is 50%
18% users are of that type by chance they use Haldiram’s products.
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BRANDS AWARENESS OF CONSUMER FOR CHIPS SEGMENT
15%
23%
LAYS
HALDIRAM'S
10% ITC
BIKANERWALA
OYES
OTHERS
14%
21%
17%
Lays:- everyone is aware of these product and so it occupies highest sales volume
Itc is also a renowed brand but its performance is not up to the mark as it spends huge money in
promotion
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BRAND PREFERENCE OF CONSUMERS
60
50
40
30
20
10
0
lays itc haldirams bikano others
Series1
Others trying their best but still much to do. They are not able to survive in market.
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TOTAL CONSUMPTION OF DIFFERENT
BRANDS
others lays
19% 21%
balaji
6%
bikanerwala
9%
haldirams
30%
itc
14%
HALDIRAMS captures highest share in total consumption of fmcg products and occupies first
position
Bikanerwala still trying to capture the market and thers are also trying.
32
Swot analysis
Strength Weakness
Opportunity Threats
Strength
Weakness
Opportunity
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Threats
6. Distributor attitude
34
Marketing mix is the set of marketing tools that the film uses to pursue it marketing
Products
Chips
Pudina treat
Paprika
Mast Masala
Bolelos
N salt
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Taste of chips
Boletos -
Ruffles:-
Takatak
Whoopies
Namkeen:-
Bhujia
Aalu Bhujia
All in one
Kaju Mixer
Kashamiri mixer
Bombay mixer
Nut cracker
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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
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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
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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:-
Brand name:-
Warranty
Takes in return when product expires or any or any other damage which is accidentals .
Price:-
Discount
Depends upon the sales executive, and retailer’s bargaining and as different scheme.
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Allowance
Fixed, as per distributor target and companies target to the sales person.
Public relations
Sales executive
Promotion
Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, Win cheaters etc. are
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
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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
The coupon its customer and market place. Then target them and after all it
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.
1. Retail market
2. Institutional market.
Retail Market
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The company has kept all the open market as retail market in miss all the shop, Early shops,
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
42
List of account visited in survey and their status
43
Sr. No. Name Of Account Address Phone Remarks
Janakpuri
The first and the major problem is that the company does not have direct and permanent
contract with retailers. It is general complain that there is a big communication gap
between the company and the retailers and no one is to solve their problem.
The second problem of retailers is non availability of quick response of distributors.
Distributors do not send the ready stock and thus the delivery man suffers the problems
when the retailer demands in emergency.
One of the major problems is i.e. they are the price difference. They are getting same
product in different price from others suppliers (the other suppliers are giving on less price
and schemes) thus this problem is very big for distributors and suppliers both.
Second problem is wholesale market; the wholesale market is creating problem entering in
distributors areas.
The problem faced by the distributors is lack of stands in market. This problem disturbs the
distributors and retailers both. Retailers demand stands to distributors because executive of
others company does not allow to use their stands to put our product.
There are no any wall paintings or banners in canteens as signage of Haldiram’s product
while the competitors are providing many facilities like this.
45
Suggestion
creates problem.
Company should give the stands and racks to each and every counters where its
product is sold.
Company should give the incentives to its executives as extra benefits after salary.
The very necessary work is market screening and recognizing the strength and
weaknesses of competitors.
46
Company should spend some amount on advertisement of its products because the
competitors are using celebrities as their promoter in ads. For Kurkure Juhi
Company should paints the walls of cafeterias time to time because its competitors
47
LIMITATIONS OF THE STUDY
Absolute sales figures obtained from the survey through retailers may be inflated.
The brand level penetration study is limited because the project is only dealing with
Western Snacks and namkeen products and not the entire range of Snacks products
available.
Absolute sales figures for competitor brands obtained from sample space of retailers are
insufficient to draw an analysis of sales performance for competitor brands.
Given the time limit and scope of the project Market Penetration of Haldiram’s Western
Snacks has not been calculated using the method of Total Sales to Total Consumer Base.
Penetration percentage of Haldiram’s Western Snacks in the study will denote only an
estimate of the availability of the product line in the Retail market.
Given the time limit and constraints Competitive Analysis does not include identification of
Indirect Competitors (substitutes).
Interviewer’s judgment is used to fill the questionnaire according to the responses given by
the retailers.
48
BIBLIOGRAPHY
Books-
Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open University Press, The
McGraw-Hill Companies
William G Zikmund, Barry J Babin, Jon C Carr(2009). Business Research Methods, 8th
Edition, South Western Educational Publishing, United States.
Websites-
http://www.haldiram.com
http://en.wikipedia.org/wiki/Sampling
http://www.emeraldinsight.com/
Dr. Pankaj Madan, Gurukul Kangri, Retail industry: Next growth engine for Indian
Economy. Available from : http://www.scribd.com/doc/18286308/Retail-Industry
http://www.indiainbusiness.nic.in/
http://www.slideshare.com/
http://en.wikipedia.org/wiki/Retailing_in_India
http://www.bizmove.com/general/m6j.htm
http://www.business-standard.com/india/news/modern-format-stores-growing-strongly-
acnielsen/262342/
http://profit.ndtv.com/news/show/assessing-the-impact-of-organized-retail-on-kirana-
stores-89419
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50
QUESTIONARIES ON GHAZIBAD AREA ON WESTWRN
NAMKEEN &NAMKEENS
NAME
AGE
SEX
LOCATION
Ans takatak
Chips
Whoopies
Ans Itc
Lays
Haldirams
Ans higherclass
Middleclass
Lowerclass
Q4whom do you think to be comptetior of haldirams in western namkeens
Ans bikaji
Itc
Lays
Ans 0-20
20-40
40-60
60above
Questions to consumers
Ans takatak
Chips
Whoopies
Namkeens
Ans yes
No
Ans regular
Parttime
Occasionally
Twice aday
Bingo
Lays chips
Kurkure
Q14 are you using western namkeens first time or you are regular user
Ans yes
No
Ans 18gm
42gm
47gm
77gm
Ans yes
No
Ans quality
Packaging
Others
Ans
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