Project Report on

“Competitive Analysis and New Product Development”

IN BIKANO
Submitted in partial fulfillment of the requirement of the award of degree in

Post Graduate Diploma In Management (PGDM) degree

Session (2017-19)

Submitted to: Submitted by: Raj Kumar

Dr. Anurag Kumar Roll No.:- 7088

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 ACKNOWLEDGEMENT

Firstly, I would like to thanks to all the employees of BIKANO under whose guidance, I was
able to complete this project. In particular I would like to thanks all my colleagues at my
job place for their help and contribution. The work speaks about the sincere efforts of the
candidates and it’s quite satisfactory and should be accepted for evolution. I am
immensely thankful to my faculty guide, DR. ANURAG KUMAR, under whose able
guidance I was able to prepare and present my incoherent ideas / conclusion of the study
in a presentable format leading to a comprehensible study report .My all efforts are made
only to give a corrective and qualitative information that is my study will be beneficial for others
also.

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 DECLARATION

I, hereby declare that my project titled "Competitive Analysis and New Product
Development” prepared by me under the guidance is my original work. Findings are based
on the data collected by me during the course of training work. I have not copied from other
project report submitted for a similar purpose.

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 PREFACE

The summer training programs are designed to give the practical knowledge of corporate world.
Training is usually meant for such vocations where advanced theoretical knowledge is to be backed
up by practical experience on the job and it is because of this reason that summer training programs
are designed. So, that the future manager may be ready to take the future responsibilities.

It was exactly in this context that I was privileged enough to join Bikano one of the good company
in FMCG sector in the world.

I gained lot of experience and confidence over the past eight week which will further help me to
take the future responsibility in my professional life.

During this period I was given to find out the “competitive analysis of packaged food industry in
context of traditional sweets, snacks, namkeens opportunities and challenges ahead” and also the
“Findings and Result of New Product Development”. In the training program I had tried my level
best to arrange the work in systematic and chronological way.

This endeavor work shall provide the Bikano marketing department, an idea about the market
condition and the behaviour of consumers and wholesalers about their product. Therefore, it hoped
with all sincerity that this work shall be of definite use to the organization.

CONTENTS

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1. Chapter 1 : Introduction……………………………………………………………

 Objectives of the project

2. Chapter 2 : Review of Literature ………………..…………………………..

3. Chapter 3 : Company’s Profile………………………..…………………………

 Marketing Mix

 Competitive Analysis

 New Product Development

4. Chapter 4 : RESEARCH METHODOLOGY …………..…………………….…

5. Chapter 5 : Data Analysis…………………………………………………………...

6. Chapter 6 : Findings, Conclusions& Recommendations ……………..…

7. Bibliography…………………………………………………………..………………..…

8. Annexure……………………………………………………………………………………

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 Chapter : 1
INTRODUCTION

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 INTRODUCTION

The project is on Bikano marketing strategies undertaken to get in depth knowledge about sweets,
namkeens and snacks industries. Apart from these a brief about the new product development, the
new product ‘Krispers’ under the category of snacks launched by Bikano and many more products
are on the way to be launched.

Bikano, the brand name that is associated with quality product and service. It took more than six
decades to become the leading manufacturer of Indian savory snacks.

The data is collected and is analyzed under the following heads: appearance, taste, flavor and
packaging. In analysis, I have discussed about current consumer behaviors this project is concluded
on the basis of analysis made and it reveals that Bikano has great market share in sweets, and its
new product krispers successfully launched and promoted in the market.

In whole project I have discussed about

 Profile of the organization, business network of Bikano

 Product range offer by Bikano’s competitors and strategies are given to counter the
competitors.

 From the survey of wholesalers and retailers in Delhi it was noticed that most of the
wholesalers and retailers are keeping Haldiram’s namkeen.

 Margin as revealed by retailer’s are highest for local brand followed by Lehar, Bikano,
Haldiram’s in that order.

 Lehar namkeens are equally preferred as Bikano’s namkeen. It is also noticed that young
people prefer Lehar’s Aloo Bhujia, Masala Laccha and Kurkure over Bikano product. The
reasons for this could be that the T.V. advertisement of Lehar has an emotional appeal for
the young generation.

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 OBJECTIVES OF THE PROJECT

Their must be sum objective or goal because without any objective, no project report can be
completed in true sense so the main objective of doing this project Report are: -

 Knowledge about product distributor promotion and buying behavior.

 To find out the types of channel, by which product is selling and to know monopoly and
average sales of these outlets.

 To study the behaviour of the consumer with respect to attributes as brand loyalty.

 Analyzing Bikano’s competitors and comparing their strategies.

 To analyze the report of New product launched by Bikano and to beat the competitors such
as CRAX, OYES etc.

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 Chapter: 2
Literature Review

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 Review of Literature

INTRODUCTION OF FMCG (Fast Moving Consumable Goods) COMPANIES

The Fast Moving Consumer Goods (FMCG) industry in India is one of the largest sectors in the
country and over the years has been growing at a very steady pace. The sector consists of consumer
non-durable products which broadly consists, personal care, household care and food & beverages.
The Indian FMCG industry is largely classified as organised and unorganised. This sector is also
buoyed by intense competition. Besides competition, this industry is also marked by a robust
distribution network coupled with increasing influx of MNCs across the entire value chain. This
sector continues to remain highly fragmented.

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deals
with the production, distribution and marketing of consumer packaged goods. The Fast Moving
Consumer Goods (FMCG) is those consumables which are normally consumed by the consumers
at a regular interval. Some of the prime activities of FMCG industry are selling, marketing,
financing, purchasing, etc. The industry also engaged in operations, supply chain, production and
general management.

FMCG Industry Economy:

FMCG industry provides a wide range of consumables and accordingly the amount of money
circulated against FMCG products is also very high. The competition among FMCG manufacturers
is also growing and as a result of this, investment in FMCG industry is also increasing, specifically
in India, where FMCG industry is regarded as the fourth largest sector with total market size of
US$20.1 billion. FMCG industry is regarded as the largest sector in New Zealand which accounts
for 5% of Gross Domestic Product (GDP).

Common FMCG Products:

Some common FMCG product categories include food and dairy products, glassware, paper
products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing
and stationery, household products, photography, drinks etc. and some of the examples of FMCG
products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches,
soaps etc.

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 Industry Classification:

The FMCG industry is volume driven and is characterised by low margins. The products are
branded and backed by marketing, heavy advertising, slick packaging and strong distribution
networks. The FMCG segment can be classified under the premium segment and popular segment.
The premium segment caters mostly to the higher/upper middle class which is not as price sensitive
apart from being brand conscious. The price sensitive popular or mass segment consists of
consumers belonging mainly to the semi-urban or rural areas who are not particularly brand
conscious. Products sold in the popular segment have considerably lower prices than their
premium counterparts

Structural Analysis Of FMCG Industry:

Typically, a consumer buys these goods at least once a month. The sector covers a wide gamut of
products such as detergents, toilet soaps, toothpaste, shampoos, creams, powders, food products,
confectioneries, beverages, and cigarettes. Typical characteristics of FMCG products are: -

1. The products often cater to 3 very distinct but usually wanted for aspects - necessity,
comfort, luxury. They meet the demands of the entire cross section of population. Price
and income elasticity of demand varies across products and consumers.

2. Individual items are of small value (small SKU's) although all FMCG products put together
account for a significant part of the consumer's budget.

3. The consumer spends little time on the purchase decision. He seldom ever looks at the
technical specifications. Brand loyalties or recommendations of reliable retailer/ dealer
drive purchase decisions.

4. Limited inventory of these products (many of which are perishable) are kept by consumer
and prefers to purchase them frequently, as and when required.

5. Brand switching is often induced by heavy advertisement, recommendation of the retailer

or word of mouth.

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 Distinguishing Features of Indian FMCG Business:

FMCG companies sell their products directly to consumers. Major features that distinguish this
sector from the others include the following: -

1. Low Capital Intensity - Most product categories in FMCG require relatively minor investment
in plan and machinery and other fixed assets. Also, the business has low working capital intensity
as bulk of sales from manufacturing take place on a cash basis.

2. Technology - Basic technology for manufacturing is easily available. Also, technology for most
products has been fairly stable. Modifications and improvements rarely change the basic process.

3. Third-party Manufacturing - Manufacturing of products by third party vendors is quite

common. Benefits associated with third party manufacturing include (1) flexibility in production
and inventory planning; (2) flexibility in controlling labor costs; and (3) logistics - sometimes its
essential to get certain products manufactured near the market.

Overview

The primary goal of this project is to provide information about the various activities performed
by Bikano or Bikanervala to their customers.

This project has been designed to highlight the information about the “Competitive analysis
of packaged food industry in context of traditional sweets, namkeens, snacks challenges
and opportunities ahead” and also “The New Product Development”. The importance of
this information is immense for us, being students of Business Management; this information
has not only helped us in determining the distribution and market share of the company.

These organizations have a target to be completed in an annual basis. They engage sales person
for the tasks that are given a target for a month. They are given certain responsibility like supply
goods, make new customer, report about the sales. These organizations do not give dealership
to everybody. Firstly, they see that the person is financially strong and capable of successfully
handling all the work of that organization. With the help of all these information, we were able
to make a comparison of sales and management distribution of Bikaner. One of the main
differences between both is that Haldiram’s does not give franchise whereas Bikaner does.

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BIKANERVALA FOODS are popular for their passion & spirit to provide Quality Products & the
innovative blending of heritage & traditional expertise with modern technology in the both national
as well as international market. They are the competent for their eateries, delicious desserts &
spicy namkeens all over the world.

The traditional Indian sweet makers have transformed their products with the help of advanced
technology into a full-fledged processing food industry.

Bikanervala Foods has satisfied their customers for offering them their best quality products.
BIKANERVALA Foods Private LTD. has achieved the distinction for remaining the first Indian
Company for the category of their famous & branded products.They has been granted an
international benchmark ISO-9001:2008 certificate & such a brand is accepted & has made its
faith in the world.

Specialties

 Family Restaurants
 Sweet shops
 Fast-food outlets
 Packaged food products
 Snacks
 Sweets
 Namkeens
 Beverages
 Small tunk shops
 Gifting solution
 Corporate gifting
 Catering solution

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 Chapter 3
Company’s profile

Company’s profile
BRIEF HISTORY OF BIKANERWALA
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Bikanerwala is one of India’s most prominent families in the business of traditional hospitality
products like sweets and namkeens. Their forefathers devoted their lifetime in developing
exclusive recipes which are now our proud family secrets. To this wealth of inherited knowledge
our new generation has now added another dimension- Modern technology.

Today, Bikanerwala foods Pvt. Ltd. Is an ISO 9001:2000, HACCP and SQF 2000cm certified
company with four modern manufacturing units in the national capital region and a chain of 88
outlets in India and abroad, serving vegetarian north Indian cuisine, south Indian, continental,
Chinese cuisine and fast food along with a vast variety of traditional Indian sweets and snacks.

Certifications
ISO 9001:2000 HACCP REGISTRATION

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 CONCEPT
BIKANERWALA
The traditional Indian sweet shop cum restaurant is an experience in itself. Here you can find the
pleasure & warmth of traditional Indian Sweets, Namkeens, Chaat & Snacks and 100% pure
Vegetarian multi cuisine restaurant which is served & delivered with passion and celebration.
Bikanervala’s concept always has been to innovate and yet maintain the original flavour of
traditional Indian food with primary focus on quality, hygiene and affordability. Customer
satisfaction is like a religion at Bikanervala and that is why we have been able to keep our century
old tradition alive. Bikanervala showrooms are located in India, Nepal, UAE & New Zealand.

The Bikanervala franchise is a 100 year old company dealing in sweets and namkeens. The
product ranges from tasty and healthy namkeens to Delicious Sweets, syrup and papads. Our
products are also used on our national carrier Indian airlines and the railways. We also cater to
the international market with traditional sweets and namkeens. We export our products to USA,
CANADA, GERMANY, UAE, UK & many other countries. Here at Bikanervala, an ISO 9002
company,the plant is built to meet international standards.

Recently, launched few small franchise outlets named as Bikano Points. Now, total of 8 outlets
all over Delhi and NCRS. Also planning to increase this number of Bikano Points within this
financial year.

LANDMARK: ISO 9002 CERTIFIED COMPANY

In the continuation of our progress by innovative blending of heritage and traditional expertise
with modern technology, Bikanervala Foods Private Limited has achieved the unique distinction
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of becoming the first Indian Company in this kind of Business in its product category to have
been granted ISO-9002 certificate, an internationally accepted Benchmark in more than 90
countries.

Recently got HACCP certification & SQF quality standard. The chain of restaurants & specialty
outlets are under the name of Bikanervala Aangan family restaurants & Bikano Points.

About the Opportunity

RESTAURANTS & SPECIALITY OUTLETS

The Bikanervala want to be amongst the masses so that they can reach within a short while, they
wish to open Bikanervala in prime location markets frequented by people at all times. To open
up a Bikanervala unit the space needed for the showroom is approximately 4,500 sqm which will
include the display counters for the bengali sweets,kaju sweets,desi ghee sweets,dry fruits,
confectionary items last but not the least the chat section. And to open an Aangan type of QSR,
they require for good operation, a space of approximately 3500 sqm .To operate a good
restaurant there should be minimum of 100 covers.

At AANGAN of BIKANERVALA one will find vegetarian, north Indian fast food ranging from
specialities of Punjab, to fast food to the marvals of Avadh. Other SERVICES provided by
restaurants are catering to various parties & social meets.

Bikanervala is one stop online sweet shop available all kind Indian sweets and huge variety food
in India. In sweets, Indian sweets, Bengali Sweets & Sweet food of all type. Other than sweets
bikano chaat café, snacks, namkeens, pani puri, south & north Indian food.

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BIKANO CHAT CAFÉ
Bikano Chat Café is a new age concept of Bikanervala aimed at establishing a strong network in
the corporate and the retail segment. It is a chain of fast food restaurants and Tuck Shops serving
traditional Indian Chat, Combo Meals, Burger, Pizza and Snacks in a modern hygienic
environment . Their main focus has been to provide exquisitely packaged traditional food at an

affordable price to wherever their customer groups are located, be it corporate houses, malls or
even exhibition stalls. Their innovative menu and state-of-the-art manufacturing and delivery
systems ensures original flavour from base-kitchen-to-customer.

There can be no greater feeling than appeasing your appetite with the food of your choice at the
very moment you want to savor it. Indian foods are just yummy! You cannot resist the temptation
of savoring the uncountable delicacies! And types vary - be it meals or sweets or chaat or
namkeens, and more, each type is bound to delight your taste buds. It does take time to prepare the
various types of food at home except the regular food items for breakfast, lunch, and dinner. To
add to the lack of preparation is the lack of time. People are so much stuck by hectic schedules that
they prefer having sweet food, chaat, snacks, etc. from restaurants. With obesity and other health
issues associated with having food at restaurants, it will be wise on your part to have such items at
only those outlets reputed in the market for serving only high quality and nutritional food prepared
in adherence to the strictest of hygiene standards. One chain of such a reputed outlet is the Bikano
Chaat Café, an offshoot of Bikanervala. At Bikanervala, it is not only Indian sweets, namkeens,
chaat like pani puri but also various other delectable food items that are sold.

Bikano Chaat Café is no new identity in the corporate world. It is a strong network in the corporate
and the retail segment. The menu of items served include traditional Indian chaat like pani puri,
etc., combo meals, burger, pizza, snacks, and more. At the Bikano Chaat Café outlets, you can also
buy Bikano namkeens like aloo bhujia, ratlami sev, peanuts, badam lacha, bikeneri bhujia, chana
masala, cornflakes mixture, dal moth, ganthiya, kaju mixture, etc. One specialty in the menu in a
Bikano Chaat Café is exquisitely packaged traditional food offered at an affordable price. If you
have pani puri and other chaat items from here, you won't feel like having it from elsewhere!

Having sweet food after meals is a tradition in many an Indian home. Well sweet food can be had
any time of the day and night. The list of Indian sweets is endless. Right from traditional Indian
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sweets, Bengali sweet food, premium sweets, traditional sweets, the list of sweet food just goes
on. Few of the Indian sweets items that you cannot resist savoring include rosogulla, burfi, gujia,
halwa, laddoo, gulab jamun, rasmalai, and more. The very taste of the items is bound to enlighten
your senses!

BIKANO

Bikano is our international brand of packaged Sweets, Namkeens, Papad and Sherbets,
manufactured to the world standards of hygiene and quality. Bikano’s packaged products have
always been a big hit with customers in both India and abroad. Their food products like namkeens,
cookies and syrups have made it the most preferred in between meal snack all over the world.
Bikano’s concept of constant innovation through the use of modern technology for packaging
retains its original flavour for maximum time period. With this vast variety of finest packaged
products one can always ready to celebrate a sweet moment , any time , any where. Bikano
products are available in Bikanervala & Bikano Chat Cafe showrooms and in leading super
markets and retail stores in India & abroad.

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 At Bikano Points.

In an excellent example to show our willingness to understand the changing moods of our esteemed
customers we have specially offered bikano branded products & few bakery products only at these
Bikano Points.

 Packed namkeens
 Packed sweets
 Biscuits & cookies
 Fast foods or ready to eat products (sandwich, French fries, burgers, nans etc)
 Chaat range (bhel puri, gol gappa, raj kachori, papri chaat etc)
 Ice creams & shakes
 Soft drinks : tea, coffee, pepsi, soup etc

Required Capital: Rs. 7,500,000 - 15,000,000 (excluding land & building)

Location of interest: Open for all Major sites.

A 100 year old company

Bikano is an international brand of packaged Sweets, Namkeens, Papad and Sherbets,

manufactured to the world standards of hygiene and quality. Bikano’s packaged products have
always been a big hit with customers in both India and abroad. Their food products like
namkeens, cookies and syrups have made it the most preferred in between meal snack all over
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the world. Bikano’s concept of constant innovation through the use of modern technology for
packaging retains its original flavour for maximum time period. With this vast
variety of finest packaged products one can always ready to celebrate a sweet
moment , any time , any where. Bikano products are available in Bikanervala &
Bikano Chat Cafe showrooms and in leading super markets and retail stores in
India & abroad.

VISSION

To savour and share the century old culinary heritage of Bikanervala with ultimate taste and
relishing freshness and ensuring superior customer experience by providing highest standards of
product quality & service.

MISSION

Review, recreate and rediscover the trend of healthy eating and innovate and invent fresh new
methods to nourish and delight everyone we serve.

GOAL

To provide customers perfect taste and quality in best of packaging.

Basic Distribution Channel

Company
Factory

Carrying &
Forward Agent

Distributors
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International Award:
Traditionally, Bikano has always been well for its exquisite Indian snacks the world over. And it
has been growing at an amazing 200 percent since past 2 yrs which is a testament of its demand
in the foreign countries. Usa, Canada, UK, Germany, Australia, Singapore and Middle-East are
few countries where their products are in high demand.

Highest standards of quality are employed both during the production of their snacks and savories.
It is because of this reason, they have been awarded ISO 9001 : 2000 BY UL India ltd. Bikano is
also a HACCP and SQF CM certified organisation by SGS India ltd. The quality standards are in
line with the requirements of FDA according to Australian and New Zealand regulations. Bikano
also has a large distributor network across the world, which ensures its products get a wide reach.

Competitors
Competition, when used in a business sense, means a rivalry between companies that sell similar
products or services.

Competitive impact means the ability to effectively compete with other businesses.

Haldirams and Lehar are major competitors of Bikano.

In Sweets, Bikano is termed as better than Haldirams and Lehar. Bikano is termed best and has
achieved the best prize in sweets sector. While in snacks and namkeens Haldiram is termed better
than Bikano and Lehar.

While there are some local brands of namkeens such as Pooja, Nanaji etc which also have some
share in the market.

SWOT ANALYSIS
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 Strength Weaknesses
1. Quality 1. Low Advertising Budget.
2. Knowledge 2. Traditional Management
Style.
3. Manpower
3. Manufacturing process not
4. Pricing. completely automatic.
5. Packaging.

Opportunity Threat
1. Growing Food Industry. 1. Availability of substitute
goods.
2. Changes in the Consumers
Taste and Preferences. 2. Health conscious customers.
3. Increase in the Purchasing 3. Increasing competition from
Power of Families. Indian and MNC food
companies.

Marketing mix
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The Marketing Mix

The objective of the project is to study on the basis of 4P’s of marketing mix:
• Product
• Price
• Place
• Promotion
The project is to understand the consumer attitude and buying behavior Towards Bikanervala
products and its other competitors...why they use these products.

1) Products

Bikanervala offered a wide range of products to its customers. The product range included
namkeens, sweets, sharbats, bakery items. However, namkeens and sweets remained the main
focus area for the group contributing close to 60% of its total revenues.

NAMKEENS
 Aloo Bhujia
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  Aloo Lachha
 Badam Lacha
 Bikanervalai Bhujia
 Boondi
 Chana Masala
 Cornflakes Mixture
 Dal Moth
 Ganthiya
 Kaju Mixture
 Kashmiri Mixture
 Khata Meetha
 Khokha Bhujia
 Matar Masala
 Moong Daal

SNACKS
 Bhakar Badi
 Bhel Puri
 Chatax
 Crunchy Munchy
 Krispers
 Mini Kachori
 Mini Samosa
 Natkhat Nimbu
 Panipuri
 Pudina Mathi
 Punjabi Punch

SWEETS
 Boxed Sweets

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  Tin Sweets

BAKERY
 Ajwain Cookies
 Assorted Cookies
 Atta Pati
 Fruit Cake Rusk
 Jeera Cookies
 Kaju Pista Cookies
 Marble Cookies
 Plain Rusk
 Premium Cookies
 Teen Badam

SYRUPS
 Aam Panna Syrup
 Badam Syrup
 Jeera Shikanji Syrup
 Khus Syrup
 Orange Syrup
 Rose Syrup
 Thandai Kesaria

2) Pricing

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Bikanervala offered its products at competitive prices in order to penetrate the huge unorganized
market of Namkeens and sweets. The company's pricing strategy took into consideration the price
conscious nature of consumers in India...

 Price: - The price is different for different product varies with quantity.
 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 salesperson.
 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.

3) Place

Bikanervala developed a strong distribution network to ensure the widest possible reach for its
products in India as well as overseas. From the manufacturing unit, the company's finished goods
were passed on to carrying and forwarding (C&F) agents.

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 & Bikanervalavala work in two 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.

4) Promotion

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Bikanervala product promotion had been low key until competition intensified in the snack foods
market. The company tied with 'Profile Advertising' for promoting its products. Consequently,
attractive posters, brochures and mailers were designed to enhance the visibility of the bikano’s
brand.

Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, Winch eaters etc. are given to
retailer and customer

 TAGLINE:- “Sab Kahte Hain”

 ONLINE PRESENCE: Facebook and other Online Shoping Sites.
 Hoardings and advertisements in various print media.
 Window display at its family restaurant and other Bikanervala franchise outlet.

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 COMPETITIVE ANALYSIS :
The two major competitors of bikano are Haldirams and Lehar.

HALDIRAMS
Haldiram has grown both in domestic and international market. Today Haldiram is known for
matchless quality, packaging, efficient supply chain management, distribution network and zero
impurity. Company uses best technology for its all manufacturing units and special attention is
given to packaging due to which shelf life of namkeen has been increased to six months. The
Aggarwals family that owned Haldiram group always paid attention to need of customers in order
to expand. For this the company offers wide range of variety catering to needs of Haldiram has
been rightly termed as Taste of Tradition. Known for its unbeatable taste in Mithais and Namkeen
segment, Haldiram is an household name now. It was in year 1937 in Bikaner, when Ganga Bishen
started selling Bhujia sev in Bikaner and it became so popular within city that even tourist coming
to the city prefer to buy it. Then in 1941, the name 'Haldiram's Bhujiawala' was used for the first
time. Then after they expanded business in Kolkata followed by another unit in Nagpur, and in
1983 first retail outlet was opened in Delhi.

In early nineties, there was conflict within the group and they had to split. Prabhu shankar who
was handling Kolkata unit filed complaint against Delhi and Nagpur units, alleging breach of
contract when sweet shop was opened in Delhi in 1991. Final judgment came from court in 1999
leading to formal split into group leading to three different companies with specific territories.
However, boundaries remains on paper, each company tries to penetrate into others region and
competitors take advantage of the same.

In the early 1990s, because of the conflict within the Aggarwals family, Haldiram's witnessed an
informal split between its three units as they started operating separately offering similar products
and sharing the same brand name. In 1999, after a court verdict these units started operating as three
different companies with clearly defined territories. This split had resulted in aggressive competition among
themselves for a higher share of domestic and international markets.

Haldiram product range from namkeen, sweets, sharbat, dairy product, ice cream, snacks, dairy
and bakery products, from this highest contribution comes from namkeen. Company’s Nagpur unit
alone manufactures 51 varieties of namkeen, Delhi 25 and Kolkata 37. Company varied product
tastes according to preference of customers residing in different parts of the country.

Haldiram group has well managed distribution network, which has its reach for its products in
country as well as other parts of world. Carrying forward (CFs) agents of company collect goods
from manufacturing unit who pass them to distributors, who in turn send them to retail outlets.
Haldiram has entered into e-retailing also, they have tied up with indiatimes to sell their products.
This clearly shows that the company that has its roots in traditional India is innovating with time

29 | P a g e
and this is what a successful company does. Innovation and marketing is a key to success for
Haldiram. Few of the examples of innovation strategies adopted by Haldiram is the use of mineral
water in the preparation of pani puri and chat papri to attract customers who are very conscious
about the hygiene of the Namkeens and Snacks sold in the country. At one point of time Haldiram
had tied up with irctc to sell evening snacks in Rajdhani and Shatabadi express.

Haldiram has very well understood the intensity of competition in this highly diversified market
so they have tied up with Profile Advertising, which designs attractive posters, brochures to
facilitate the brand. Visual merchandising of showroom and retail outlet is enhanced by displaying
products on special racks. Through these strategies, Haldiram is posing a tough fight to its
competitors which include not only Agarwals, Nathus and Bikanerwala, and but also to Pizza
chains like Pizza hut, Mc Donald’

Famous Haldiram’s Products (Namkeens)

 SHAHI MIXTURE: Mildly-spiced mixture of exotic ingredients like Almonds, Pistachio

nut, Cashew nuts, Spinach & Musk melon seeds, Moong pulses & Gram flour (Packaging
:- 200 gms)

 CORNFLAKES MIXTURE: Mildly-spiced mixture of fried Cornflakes, Cashew nuts,

shredded Potatoes, Gram flour, Spinach, Raisins, Sesame & Poppy seeds (Packaging :- 400
gms 200 gms & 90 gms)

 BHUJIA: Tangy preparation of fried Moth pulse flour & Gram Flour. (Packaging :- 400
gms, 200gms, 90 gms & 35 gms.)

 KASHMIRI MIXTURE: salty mixture of fried Moong pulse, Spinach leaves,

Cashewnuts, Musk melon seeds, Gram flour & Potatoes. Packaging: - 400 gms, 200 gms &
90 gms.)

 KHATTA MEETHA: sweet ‘n sour snack made of Peanuts, Gram pulses &
Peas.(Packaging :- 400 gms, 200 gms, 90 gms & 35 gms)

30 | P a g e
HALDIRAMS SWEETS

31 | P a g e
32 | P a g e
 LEHAR
Brand History
Lehar was launched in 1996, with innovative small packs and traditional flavours. The brand
positioned itself by emphasizing its irresistible taste and using modern imagery.

Lehar was re-launched in 2006 and positioned itself using the plank ‘Taste zyaada kyunki oil taza’.
It promised to deliver good taste through the use of fresh oil in the manufacturing process.

Brand Advantage
With the tag line ‘The Joy of Sharing- Khao Khilao Khushiyan Badhao.’, the brand promises to
deliver irresistible namkeens to consumers.

Lehar : ‘Quality in Every Bite’

Lehar are great-tasting, high-quality, Indian and fresh!

Quick Brand Facts

In 2010 moved in extruded, potato chips and bridge

Launched in 1996 and re-launched in 2006

Lehar Namkeen product list

 Lehar Navratan Mix

 Lehar Aloo Bhujia.
 Lehar Chatpata Mix
 Lehar Shahi Mix
 Lehar Namkeen Karare Peanuts
 Lehar Moong Dal
 LeharKhatta Meetha
 Lehar Namkeen Nut Craker

33 | P a g e
“During survey it was found that in namkeens, haldirams is the most preferred brand by the
customers or say, they are more loyal towards haldirams instead of Lehar and Bikano while
amongst sweets Bikano is the most preferrable brand.”

34 | P a g e
 NEW PRODUCT DEVELOPMENT

Introduction
Development of a new products is a continuous function of marketing management in the present-
day environment. The products offered by a firm to the customers must be suitable to meet the
changing needs of the customers. Businessmen must make a detailed study of the market in
relation to the products. New products mean new profits.

What is Product Development?

Product development includes a number of decisions, namely, what to manufacture or buy, how
to have its packaging, how to fix its price and how to sell it.

New product development consist of the creation of new ideas, their evaluation in terms of sales
potentials and profitability, production facilities, resources available, designing and production
testing and marketing of the product. The main task of the product planners is to identify specific
customer needs and expectations and align company’s capabilities with the changing market
demands. In each of these stages, the management must decide:

(a) whether to move to the next stage,

(b) to abandon the product,
(c) to seek additional information.

Stages in New Product Development

Product development just not happen, it has to be planned. Dynamic firms plan their innovations
for five to ten years in advance. They have a definite idea of exactly what product developments
they want and what new products they will need to cater to the demands of their customers.

35 | P a g e
36 | P a g e
1.BIKANO KRISPERS

Product Description
Recently bikano launched “krispers” which is a Multi-grain products that includes different grains
such as Oat, wheat, corn, maize etc. Krispers Masala Fun is Packet of krispy, taste and fun. Stay
tuned for Krisper mania!
 You can enjoy Krispers with tea
 Availability
Rs. 5/- Rs. 10/- and Rs. 20/-

Promotion of Krispers
Our Promotion team had done Fabulous job in promoting our new product “Krispers” in Delhi
haat.

37 | P a g e
Why people like “Krispers”?
 Very krispy and tasty.
 Multi-grain product which is good for health and that is the best thing about the product.
 Good response and widely accepted by youngster.

Why people Dislike “Krispers”?

 Less quantity.
 No Toy inside the packet.

2.BIKANO CRUNCHY MUNCHY

Product Description

Bikano, the packaged food division of Bikanervala launched Bikano Crunchy Munchy, available
in two flavours - Masala Masti and Pizza Fun. Crunchy Munchy Masala Masti is made of Rice
flour, Potato solid, Gram with great Indian spices combination. Whereas, Crunchy Munchy Pizza
Fun is created with the east meets the west concept considering the younger generation in mind.

Priced at Rs.5, Rs.10 and Rs.20/-, Crunchy Munchy will be available across Delhi-NCR, Punjab,
Haryana, Rajasthan, UP, Uttaranchal, J&K, HP, MP and Maharashtra’s local and neighborhood
kirana stores. Crunchy Munchy will also be available at all Bikanervala outlets and Bikano Chat
Café’s.

38 | P a g e
Availability

Rs. 5/- Rs. 10/- and Rs. 20/-

Why people like “Bikano Crunchy Munchy”?

 BIKANO brings a new taste to your platter from its innovative blend of tradition and
technology. This spicy namkeen is always a favourite at cocktails and teatime.
 Available in two flavours - Masala Masti and Pizza Fun.

Why people Dislike “Bikano Crunchy Munchy”?

 Low quantity.

3.BIKANO PUNJABI PUNCH

Product Description

 BIKANO brings a new taste to your platter from its innovative blend of tradition and
technology. This spicy treat is a favourite any time snack.
 Great new snack from Bikano. Tomato, Citrus and Red Pepper taste.
 Availability
Rs. 5/- Rs. 10/- and Rs. 20/-

39 | P a g e
4.SOAN PAPDI

Product Description

 Taste the magical blend of real pure ghee, dry fruits and gram flour with BIKANO soan
papdi. You will surely enjoy its irresistible taste.
 Available in two flavor “Orange” and “chocolate”
 Attractive color attract kids.

5.BIKANO CHATAX

Product Description

 Tangy tasty rice & corn puffs a snack for fun time.
 Available in pudina flavor also
 Krispy and delicious
 Availability
Rs. 10/- and Rs. 20/-

40 | P a g e
6.BIKANO RINGZZ

Product Description
 What makes this product so special is its unique combination of irresistible taste, healthy
ingredients, and a whole lot of fun!
 Tangy tomato
 Its unique ring shape has captured the hearts and fingers of two generations of children!
 Baked, not fried, Bikano Ringzz! have a lower fat content than most popular snacks.
 Free Gift inside

7.BIKANO SHAHI MIXTURE

Product Description
A rich mixture of nuts like almonds and cashews, along with roasted moong dal and gram flour.

41 | P a g e
Ingredients: Cashew Nuts, Peanut Oil, Split Green Gram Pulse, Gram Flour, Cucumber Seeds,
Spinach, Almonds, Pistachio, Sesame Seeds, Salt, Mango Powder, Black Pepper, Red Chilli,
Clove, Nutmeg, Mace, Cinnamon, Ginger, Cardamom, Citric Acid.

 Bikano Shahi Mixture is spicy blend of pulses, Nuts and Musk Melon Seeds.
 Positive reactions for Bikano Shahi Mixture and It deliberately impress the younger youth.

Bikano Shahi Mixture taste, flavor, appearance is quite impressive and it is ready to counter
Lehar’s Shahi Mix in mass market.

8.PUFEEZ (MASALA & TOMATO)

Product description

42 | P a g e
We are an eminent name in the field of processing Bikano pufeez. Prepared using high quality
spices and ingredients, these puffs are delicious in taste and rich in aroma. These snacks make a
healthy option for tea-time meal and can also be eaten along with drinks.

 People can avail these from us at most affordable prices.

 Available in Tomato flavor also.

Observation: Findings indicate that Pufeez can be sent for market launch with following
improvement:

 Appearance must be improved vis-à-vis leading player.

 Flavor needs uniform coating on each puff.
 On Taste parameter ‘Pufeez’ got positive response.

PRODUCT FAILURE:
When a product does not reach the target of sales and profits, it is said to fail. Product failure
wastes the money, material, energy and time spent on product development apart from defeating
the objectives of the firm.

Symptoms of product failure include the following:

(a) Declining sales volume;

(b) Declining profit margins;
(c) Higher than expected costs;
(d) Higher than expected investments costs.

The important causes of failure of a product may include the following:

(1) Conception of product idea or specification of the product may be faulty.

(2) Design of product may not match with the needs of the customers.
(3) The strengths of competition may not be properly studied.
(4) Cost of production may be higher than the estimated cost.
(5) The product performance may be unsatisfactory.
(6) Technical and production problems might have been underestimated.
(7) Products may be introduced to the market untimely.
(8) Inadequate promotion.
43 | P a g e
 (9) Faulty pricing of the product.
(10) Poor packaging, inappropriate size, etc.

When a firm makes improvements in the existing product, by changing its quality, size, form or
design etc., the process is said to be product modification. when changes are made, the existing
product may look almost new. The purpose of this change is to increase the sales or to attract the
customers.

Modification may facilitate:

(a) Satisfying the additional needs of the buyers,

(b) Upgrading or downgrading the quality of a product to suit the market- rich or poor,
(c) Changing to attractive design, color, shape etc,
(d) Meeting the customers demand.

44 | P a g e
 Chapter:4
RESEARCH
METHODOLOGY

45 | P a g e
 RESEARCH METHODOLOGY
There is large no. of FMCG companies in the market, to find the defining strategies used, the
methodology used is interview and survey method.

Data collection method:

For this research study, Primary Data as well as Secondary Data was collected.

Primary Data has been collected through personal contact. For this purpose both Questionnaire
and one-on-one interview was considered with the consumers, shop owners and distributors &
suppliers of the company.

Secondary data has collected from magazines, newspaper, company literature and websites.

A Compressive study of Secondary and Primary data (Informal Interviews) was collected through
specific questionnaires for people and shop-owners & distributors

Methodology for research problem:

Following steps where taken in to consideration, to identify the research problem-

1. Informal investigation

• Visit to the shop owners, talked to the distributors and to the consumersin the locality and
surrounding areas.

2.External and Internal Analysis

•Understanding customer problem

•Understanding the market structure

3.Situational Analysis

•Tastes & preferences

•Needs & income

46 | P a g e
 Research Instrument:
Research instruments, for the purpose of Primary data collection were Questionnaires. The
Questionnaires were designed in two sets, one is for Consumers and another is for Wholesalers.

• The first set is to find out about the Needs and Preferences of the consumers and what they want
from the product and also the level of knowledge about different products in the market.

• Second set is all about what are the steps that the company is taking to get about the information
about the changing preferences in the Taste and Needs of the consumers and what company is
doing to sustain their market position as well as to tap new market.

Sampling Technique:
For my survey I used Cluster Sampling technique area

SAMPLE SIZE: 100 People

SAMPLE AREA: DELHI Region.

In the survey I tried to find out their preferences & tastes, their purchasing habit, is the brand loyal
or they consider their friends advice or some reference group during purchasing. I also tried to
find out that are they satisfied with the quality or present ntature of product, did they want any
change in the existing product.

I also interviewed some of the Wholesalers and try to find out what the company is doing to sustain
their customer and what new changes they are bringing in their product to gain competitive
advantage from other competitors.

47 | P a g e
 Chapter 5
Data Analysis

48 | P a g e
 Data Analysis
 For the analysis of data collected through survey work, a series of steps were followed
which are given in a chronological order
 Each question of the questionnaire was assigned codes (coding)
 Each questionnaire was punched into Ms-excel sheet thus forming a data base(punching)
 Further the data was analyzed by using diagrams, graphs, charts etc.
 The graphic rating scale and ranking method was used to measure the response and attitude
of the consumer.

Limitations

 Due to non availability of the concerned persons question remained unanswered.

 Some respondents were not ready to give their turnover i.e. sale volume.
 Biasness is the most serious limitation. Although measures have been taken to reduce the
biasness but complete elimination of biasness is impossible.
 Retailers behavior is studied but the retailers behavior are not assessed correctly because
they do not express their feeling correctly, therefore, their perception cannot be assessed
correctly.

The reliability of the data to great extend is dependent on the honestly and cooperation of the
respondents in providing the information.

49 | P a g e
 DATA ANALYSIS AND FINDINGS

Sensory Report - External

Brands : Pufeez and Oyes

Product/Flavor : Masala
TG : Mix
Target Market : West & North-West Delhi

Objective: To compare consumer taste & preferences at predefined parameters without disclosing Brand
name.

Sample Size : 117

Parameters : Appearance, Flavor & Taste
Marks Assigned : 25 each

Summary: Division of total sample size against marks obtained from different people, at different places
as per given parameters.

Appearance Flavor Taste

MARKS GRADE
Oyes Pufeez Oyes Pufeez Oyes Pufeez
0--10 Poor 1 23 0 1 1 0
11--15 Average 12 19 12 7 6 11
16--20 Good 60 52 54 74 72 33
21--25 Excellent 44 23 51 35 38 73

Appearance:

70
60
60 52
50 44
40
30 23 23 Appearance Oyes
19
20 12 Appearance Pufeez
10
1
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

50 | P a g e
Flavor:

80 74
70
60 54
51
50
40 35
30 Flavor Oyes

20 Flavor Pufeez
12
10 7
0 1
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Taste:

80 73
72
70

60

50
38
40 33 Taste Oyes
30
Taste Pufeez
20
11
10 6
1 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Observation: Findings indicate Pufeez – Masala on ‘Appearance’ parameter size and shape need to be
increased and flavor coat should be uniform on each masala puff.
51 | P a g e
Pufeez vs Oyes (Masala) – All together

MARKS GRADE Oyes Pufeez Oyes Pufeez

0—30 Poor 0 1 0.00% 0.85%
31—45 Average 3 5 2.56% 4.27%
46—60 Good 55 76 47.01% 64.96%
61—75 Excellent 59 35 50.43% 29.91%

80 76

70
59
60 55

50

40 35
Oyes
30 Pufeez
20

10 3 5
0 1
0
Poor Average Good Excellent
0--30 31--45 46--60 61--75

52 | P a g e
Marks Obtained

BRAND APPEARANCE FLAVOUR TASTE TOTAL

OYES Masala 2321/2925 2353/2925 2313/2925 6987/8775
Pufeez Masala 1945/2925 2244/2925 2429/2925 6618/8775

8000
6987
7000 6618

6000

5000

4000 OYES Masala

Pufeez Masala
3000 2353 2429
2321
2244 2313
2000 1945

1000

0
APPEARANCE FLAVOUR TASTE TOTAL

53 | P a g e
 BRAND APPEARANCE FLAVOUR TASTE TOTAL
OYES Masala 79% 80% 79% 80%
Pufeez Masala 66% 77% 83% 75%

90% 83%
79% 80% 80%
80% 77% 79% 75%
70% 66%

60%

50%
OYES Masala
40%
Pufeez Masala
30%

20%

10%

0%
APPEARANCE FLAVOUR TASTE TOTAL

54 | P a g e
Sensory Report - External

Brands : Pufeez and Oyes

Product/Flavor : Tomato
TG : Mix
Target Market : West & North-West Delhi

Objective: To compare consumer taste & preferences at predefined parameters without disclosing Brand
name.

Sample Size : 136

Parameters : Appearance, Flavor & Taste
Marks Assigned : 25 each

Summary: Division of total sample size against marks obtained from different people, at different places
as per given parameters.

Appearance Flavor Taste

MARKS GRADE
Oyes Pufeez Oyes Pufeez Oyes Pufeez
0--10 Poor 10 11 1 0 2 0
11--15 Average 18 27 14 8 10 6
16--20 Good 63 83 50 68 43 30
21--25 Excellent 45 15 71 60 81 100

Appearance:

90 83
80
70 63
60
50 45
40 Appearance Oyes
30 27 Appearance Pufeez
20 18 15
11
10 10

0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

55 | P a g e
Flavor:

80
71
68
70
60
60
50
50
40
30 Flavor Oyes

20 14 Flavor Pufeez
8
10
1 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Taste:

120
100
100
81
80

60
Taste Oyes
43
40 30 Taste Pufeez

20 10
6
2 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Observation: Findings indicate that Pufeez can be sent for market launch with following improvement:

 Appearance must be improved vis-à-vis leading player.

 Flavor needs uniform coating on each puff.
 On Taste parameter ‘Pufeez’ got positive response.
56 | P a g e
Pufeez vs Oyes (Tomato) – All together

MARKS GRADE Oyes Pufeez Oyes Pufeez

0—30 Poor 1 0 0.74% 0.00%
31—45 Average 11 10 8.09% 7.35%
46—60 Good 43 60 31.62% 44.12%
61—75 Excellent 81 66 59.56% 48.53%

90
81
80
70 66
60
60
50 43
40 Oyes

30 Pufeez

20
11 10
10
1 0
0
Poor Average Good Excellent
0--30 31--45 46--60 61--75

Remark:

 Parameter ‘Appearance’ finding is making ‘Pufeez’ prospectus negative; if we can improve the
‘Appearance’ thereafter ‘Pufeez’ will be ready for market launch.

57 | P a g e
Marks Obtained

BRAND APPEARANCE FLAVOUR TASTE TOTAL

OYES Tomato 2587/3400 2774/3400 2843/3400 8204/10200
Pufeez Tomato 2340/3400 2719/3400 2951/3400 8010/10200

9000 8204
8010
8000
7000
6000
5000
OYES Tomato
4000
2951 Pufeez Tomato
3000 2587 2340 2774 2719 2843

2000
1000
0
APPEARANCE FLAVOUR TASTE TOTAL

58 | P a g e
 BRAND APPEARANCE FLAVOUR TASTE TOTAL
OYES Tomato 76% 82% 84% 80%
Pufeez Tomato 69% 80% 87% 79%

100%
90% 87%
82% 84% 80%
76% 80% 79%
80%
69%
70%
60%
50% OYES Tomato

40% Pufeez Tomato

30%
20%
10%
0%
APPEARANCE FLAVOUR TASTE TOTAL

59 | P a g e
Sensory Report - External

Brands : Ringzz and Crax

Product/Flavor : Tomato
TG : Mix
Target Market : West & North-West Delhi

Objective: To compare consumer taste & preferences at predefined parameters without disclosing Brand
name.

Sample Size : 454

Parameters : Appearance, Flavor & Taste
Marks Assigned : 25 each

Summary: Division of total sample size against marks obtained from different people, at different places
as per given parameters.

Appearance Flavor Taste

MARKS GRADE
Crax Ringzz Crax Ringzz Crax Ringzz
0--10 Poor 1 45 3 36 1 10
11--15 Average 16 288 25 238 22 136
16--20 Good 241 121 251 180 247 284
21--25 Excellent 196 0 175 0 184 24

Appearance:

350

300 288

241
250
196
200

150 121 Appearance Crax

100 Appearance Ringzz
45
50
16
1 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

60 | P a g e
Flavor:

300
251
250 238

200 180 175

150
Flavor Crax
100
Flavor Ringzz

50 36
25
3 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Taste:

300 284

247
250

200 184

150 136
Taste Crax

100 Taste Ringzz

50 24
22
10
1
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Observation: Considering our late entry in this segment and consumer’s certain taste for this product. We
have no other option except improving our “RINGZZ” better than leader’s “CRAX”.

61 | P a g e
RINGZZ vs CRAX (Tomato) – All together

MARKS GRADE Crax Ringzz Crax Ringzz

0--30 Poor 0 16 0.00% 5.33%
31--45 Average 6 197 2.00% 65.67%
46--60 Good 240 241 80.00% 80.33%
61--75 Excellent 208 0 69.33% 0.00%

300

250 240 241

208
197
200

150
Crax
100 Ringzz

50
16
0 6 0
0
Poor Average Good Excellent
0--30 31--45 46--60 61--75

Marks Obtained

BRAND APPEARANCE FLAVOUR TASTE TOTAL

Crax Tomato 9107/11350 8935/11350 8994/11350 27037/34050
Ringzz Tomato 6250/11350 6647/11350 7591/11350 20488/34050

62 | P a g e
30000
27037

25000
20488
20000

15000 Crax Tomato

Ringzz Tomato
9107 8935 8994
10000 7591
6250 6647
5000

0
APPEARANCE FLAVOUR TASTE TOTAL

BRAND APPEARANCE FLAVOUR TASTE TOTAL

Crax Tomato 80% 79% 79% 79%
Ringzz Tomato 55% 59% 67% 60%

90%
80% 79% 79% 79%
80%
70% 67%
59% 60%
60% 55%

50%
Crax Tomato
40%
Ringzz Tomato
30%
20%
10%
0%
APPEARANCE FLAVOUR TASTE TOTAL

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 Chapter 6
Findings,
Conclusions&
Recommendations

64 | P a g e
Findings, Conclusions& Recommendations
Sensory Report - External

Brands : Lehar and Bikano

Product/Flavor : Shahi Mix
TG : Mix
Target Market : West & North-West Delhi

Objective: To compare consumer taste & preferences at predefined parameters without disclosing Brand
name.

Sample Size : 96
Parameters : Appearance, Flavor & Taste
Marks Assigned : 25 each

Summary: Division of total sample size against marks obtained from different people, at different places
as per given parameters.

Appearance Flavor Taste

MARKS GRADE Lehar Lehar Bikano
Lehar SM Bikano SM Bikano SM
SM SM SM
0--10 Poor 1 0 1 0 1 0
11--15 Average 12 9 10 1 7 5
16--20 Good 59 57 49 51 55 35
21--25 Excellent 24 30 36 44 33 56

Appearance:

70
59
60 57

50

40
30
30 Appearance Lehar SM
24
Appearance Bikano SM
20
12
10 9
1 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

65 | P a g e
Flavor:

60
51
50 49
44
40 36

30
Flavor Lehar SM
20
10 Flavor Bikano SM
10
1 0 1
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Taste:

60 55 56

50

40 35 33
30
Taste Lehar SM
20
Taste Bikano SM
10 7 5
1 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Observation: Findings indicate our Shahi Mix is ready to counter Lehar’s Shahi Mix in mass market.

66 | P a g e
Lehar SM vs Bikano SM – All together

MARKS GRADE Lehar SM Bikano SM Lehar SM Bikano SM

0--30 Poor 0 0 0.00% 0.00%
31--45 Average 3 0 3.13% 0.00%
46--60 Good 58 49 60.42% 51.04%
61--75 Excellent 35 47 36.46% 48.96%

70
58
60
49 47
50

40 35
Lehar SM
30
Bikano SM
20

10
3
0 0 0
0
Poor Average Good Excellent
0--30 31--45 46--60 61--75

67 | P a g e
Marks Obtained

BRAND APPEARANCE FLAVOUR TASTE TOTAL

Lehar SM 1825/2400 1839/2400 1856/2400 5520/7200
Bikano SM 1896/2400 1954/2400 1993/2400 5843/7200

7000
5843
6000 5520
5000

4000
Lehar SM
3000 Bikano SM
1896 1954 1993
2000 1825 1839 1856

1000

0
APPEARANCE FLAVOUR TASTE TOTAL

BRAND APPEARANCE FLAVOUR TASTE TOTAL

Lehar SM 76% 77% 77% 77%
Bikano SM 79% 81% 83% 81%

84% 83%

82% 81% 81%

80% 79%

78% 77% Lehar SM

77% 77%
76% Bikano SM
76%

74%

72%
APPEARANCE FLAVOUR TASTE TOTAL

Note – Where SM stand for ‘Shahi Mixture’

68 | P a g e
Sensory Report - External

Brands : Chatax and Kurkure

Product/Flavor : Masala
TG : Teenager/Youngster
Target Market : South Delhi

Objective: To compare consumer taste & preferences at predefined parameters without disclosing Brand
name.

Sample Size : 300

Parameters : Appearance, Flavor & Taste
Marks Assigned : 25 each

Summary: Division of total sample size against marks obtained from different people, at different places
as per given parameters.

Appearance Flavor Taste

MARKS GRADE
Chatax Kurkure Chatax Kurkure Chatax Kurkure
0--10 Poor 3 1 4 0 4 0
11--15 Average 7 10 10 6 7 5
16--20 Good 138 126 183 118 186 108
21--25 Excellent 152 163 103 176 103 187

Appearance:

180
163
160 152
138
140
126
120

100

80 Appearance Chatax
Appearance Kurkure
60

40

20 7 10
3 1
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

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Flavor:

200
183
176
180
160
140
118
120
103
100
Flavor Chatax
80
Flavor Kurkure
60
40
20 10 6
4 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Taste:

200 186 187

180
160
140
120 108 103
100
Taste Chatax
80
Taste Kurkure
60
40
20 7 5
4 0
0
Poor Average Good Excellent
0--10 11--15 16--20 21--25

Observation: We must improve Chatax taste. Grade excellent shows noticeable gap between Chatax and
Kurkure.

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Chatax vs Kurkure (Masala) – All together as per Market Survey

MARKS GRADE Chatax Kurkure Chatax Kurkure

0--30 Poor 1 7 0.33% 2.33%
31--45 Average 6 5 2.00% 1.67%
46--60 Good 165 80 55.00% 26.67%
61--75 Excellent 128 208 42.67% 69.33%

250

208
200
165

150
128
Chatax
100
80 Kurkure

50

1 7 6 5
0
Poor Average Good Excellent
0--30 31--45 46--60 61--75

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 Conclusion

There is high awareness level for different Haldiram’s products amongst the customers, retailers
and whole sellers. From the survey of customers and wholesalers in Delhi it was noticed that most
of the people consume Haldiram namkeens and Bikano sweets and same as with wholesalers they
keep more Haldiram namkeens and Bikano sweets. Other brand namkeens which also occupy a
major share are Lehar, Crax and other local products. Market share of Haldiram namkeens and
Bikano sweets is more than double of its competitors.

From the data collected it is clear that while promoting any brand the foremost considerations are
good demand and good margin followed by regular supply and next come brand names. Majority
of wholesalers followed by Haldiram’s namkeen followed by Bikano, Lehar, Crax, Babaji and
Nanaji in that order.

Average annual sale come out to be highest for Haldirams namkeen followed by Bikano, Lehar,
Nanaji and other local brands. Average annual sale come out to be highest for Bikano sweets
followed by Haldirams and other brands.

Brand awareness for Haldiram is very high. There is significantly high brand loyalty for
Haldiram’s product amongst its consumers. While, In terms of packaging, the product of Bikano
are termed to be better than Haldirams, Lehar, Crax and other products.

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 Recommendations

1. It is general complaint that there is a big communication gap between the company and the
retailers and no one is to solve their problem so, the company should take some steps to
reduce the gap.

2. There should be wall paintings or banners in canteens of Bikanervala product because the
competitors are providing many facilities like this.

3. Distributors should send the ready stock so that the delivery man do not suffers the
problems when the retailer demands in emergency.

4. Bikano need to increase positioning strategies in “Namkeen” industry.

5. From the data it’s quite clear that while promoting any brand the foremost considerations
are good demand & margins followed by regular supply and next comes brand name.

6. Market share of Bikano’s namkeen is Less than half of its competitors like Haldiram’s and
other local Brands.

7. Average annual sale come out to be highest for Haldiram’s namkeen followed by Lehar,
Bikano, local brand like namkeens, Pooja namkeen, Shah namkeen etc.

8. The awareness of Haldiram’s product comparative to Bikano is high among the

wholesalers and consumers.

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 7. Bibliography

Website:-

http://www.flex-news-food.com/img/india.snack.3.jpg

http://www.articlesbase.com/desserts-articles/the-indian-snack-industry-and-bikano-namkeen-
4292845.html

http://www.bikano.com/

http://www.bikano.com/distribution-network.aspx

http://www.bikano.com/product-details.aspx?id=5

http://www.bikanouk.com/

http://www.fgc.org.nz/careerpaths/whyfmcg.asp

Books:-
Author- Philip Kotler & Kevin Lane Keller : -Marketing management( Edition- 13th Edition)
, Publisher- Prentice Hall

Author-Dr. T.N. Chhabra and Dr.S.K.Grover: -Marketing management(

Edition- Fourth Revised Edition ) , Publisher- Dhanpat Rai & Co. (Pvt.)

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