IOSR Journal of Engineering (IOSRJEN) www.iosrjen.

org
ISSN (e): 2250-3021, ISSN (p): 2278-8719
Vol. 09, Issue 5 (May. 2019), ||S (XII) || PP 06-08

Study of Product Analysis, Sales Promotion Strategy and

Customer Satisfaction for Balaji Products
Monal Mishra
Jhulelal Institute of Technology, Lonara , Nagpur.

Abstract: BALAJI WAFERS PVT LTD produces ready to eat food items now a day’s people are found of eating
ready to eat food and BALAJI name is very popular . It has the fully automatic plant in Gujarat the main
objective of the company is to provided best quality product at the cheapest rate we can also say their mission is
quality first coast second the market of the product is large and comprehensive. Obviously primary objective of
any company is to profit maximization but in present competitive marketing approach profit maximization
should not be one and only goal but it is a short term goal every company wants to increase prestige market
share etc so wealth maximization becomes important goal of company which is also long term goal of the
company. The present paper, thus, aims at examining the customer satisfaction for the balaji products. The
paper also identifies product and sales promotion strategy for balaji products. The objectives of present
research is based on Primary data collected from customers and retailers, Nagpur. A survey was conducted,
questionnaire were distributed to 50 customers and 30 retailers and response was collected to depict the
information . Data has been presented in the form of MS- Excel graphs and charts. Study is also conducted to
find out the preferences of the customers and their expectation from the products. Study is also conducted to find
out the reasons why not all class of the customers prefer the products of balaji .
Keywords:promotion strategy, customer satisfaction, quality product .

I. Introduction
Chataka Pataka Tangy Tomato Snacks happens to be all over Gujarat — present in almost every paan
shop and organized retail outlet, but with no jumbo billboards screaming its delights. With simple ideas that may
seem outlandish in this age of brazen marketing, Chataka creator Balaji Wafers Pvt Ltd has managed to fend off
bigger players like Pepsico and Haldiram's in the Rs 600-crore Gujarat market for over two decades since
launch. "Balaji survives solely on word-of-mouth publicity," Mahesh Manjawala, executive director, Triton
Communications, adding that the group has few advertisements to its name. That publicity, say industry
watchers and rivals, comes from the Gujarat- based snacks maker's ability to localise flavours .
"Balaji understands the palate of the consumer well," says Mr Manjawala .Indeed, Balaji products like
Chataka Pataka, Ratlami Sev and Sing Bhujiya, among others, suit the tastes of a specific market. The company
offers masala wafers to cater to the Gujarati palate, chaat masala for the Maharashtra market and a range of
spicy snacks for Rajasthan.
Those products get an extensive reach in Gujarat, courtesy 10 sole distributors and a 400- dealer
network, complemented by a fleet of 150 trucks and 3,500 minivans .According to industry watchers,
tremendous dealer support is one of Balaji's key strengths .Balaji MD says volumes help him offer such prices.
The pricing plan drove PepsiCo's Kurkure down the same path, he says, adding that his rivals had to offer
similar schemes to retain consumers.

II. Review of Literature

1. A Case Study on Balaji Namkeens
According to Assi. Prof. Keyur Popat The journey of Balaji Group in year 1976 by the member of
Virani family. For supplying wafers and namkeens to local brands to the patrons of Astron Cinema, Rajkot. Due
to the short supply of that product they decided to make their own product line in year 1982.
By the overwhelming retail success they were inspired to set a semi automatic plant. Instead of
preparing wafers by the traditional frying method this semi automatic plant boosted the quality, taste and more
sales also. You can have Balaji snacks in every 100 meters of area in Gujarat. Winning the heart by quality and
great taste and distributing sufficient dealer margin is a winning strategy of Balaji Group. People's love is the
most memorable achievement. In year 2003 Balaji Group took pride to introduce this biggest fully automated
Potato processing machinery plant in India which can process 4500 kg potato and make 1200 kg of chips per
hour.

International Conference on Innovations in Engineering, Technology, Science & Management – 6 | Page

2019 (ICI-ETSM-2019)
Jhulelal Institute of Technology (JIT) is governed by Samridhi Sarwajanik Charitable Trust (SSCT), Koradi
Road, Village Lonara, Nagpur-441111.
 Study Of Product Analysis, Sales Promotion Strategy And Customer Satisfaction For Balaji Products

2. A Case Study on Balaji Wafers

According to author Masuma Bharmal Jariwala| Rajkot 19 Apr 2017 , Balaji Wafers, the largest
regional potato wafer and snack brand and the second biggest player in the potato wafer segment in the country,
started small. Humble beginning:
Chandubhai Virani, founder and director of Balaji Wafers Private, had worked at a canteen in a cinema
theatre before he started making potato wafers Now, despite being concentrated in the western States of Gujarat,
Maharashtra, Goa, Rajasthan and Madhya Pradesh, it is a household name thanks to its strong distribution
network.As one enters the premises of Balaji Wafers Private Limited in the village of Vajdi (Vad) around 20 km
from Rajkot, a small Balaji temple in the forefront of the 50-acre factory area, is proof of the faith the owners
have in Lord Balaji, from where the brand name „Balaji' came.The factory grounds have around 2,000 plants
and trees, a hundred cows, a water treatment and bio-gas plant but not a single company board or brand painting
- despite it being a record-breaking plant when it started in 2003, with the highest potato processing capacity of
around 5,000 kg potatoes an hour.

III. Objectives
1. To study the marketing strategy of the company.
2. To study the customer satisfaction level for balaji products.
3. To understand the market share of product.
4. To study the most successful sub-brand of balaji product.

IV. Research Methodology

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.

Sampling Framework
i. Population Definition:
The population for the research includes customers and retailers of Nagpur city.
ii. Sample Size:
Keeping into consideration the limitation of time , the researcher has taken the sample of 50 customers and 30
retailers of Nagpur city.
iii. Sampling technique:
By keeping in view the limitations of time, resources, population , researcher has decided to apply
convenience sampling technique for the purpose of collecting experimental material. Face to face interview also
conduct with consumers.

V. Data Analysis and Interpretation

The data analysis and interpretation mainly concerns primary data collected in the form of questionnaire
distributed among customers and retailers in Nagpur city.
The response of data is shown with the help of graphs and charts prepared using MS- Excel 2007 software.

For Customers
Is your first choice Balaji‟s namkeen?
Ans Balaji 30%, Haldiram 54% , Other 16%

Interpretation: The interpretation shows that 30% of customers having a first choice Balaji product , 54% of
customers have first choice Haldiram and 16% of customershaving others product.

International Conference on Innovations in Engineering, Technology, Science & Management – 7 | Page

2019 (ICI-ETSM-2019)
Jhulelal Institute of Technology (JIT) is governed by Samridhi Sarwajanik Charitable Trust (SSCT), Koradi
Road, Village Lonara, Nagpur-441111.
 Study Of Product Analysis, Sales Promotion Strategy And Customer Satisfaction For Balaji Products

For Retailers
Which Product of Balaji you keep in your Stock?
Ans. Potato chips 73% , Aalo sev 17% , Khatta mitha mix 7% Ghathiya 3% Interpretation:- From
among the products retailers keep in their stock potato chips at 73%, aaloo sev 17%,Khatta metha mix 7% and
Ghatiya 3% .

VI. Conclusion
 In a competitive industry, businesses need to use all the resources they have, including skills and
knowledge.
 Working in teams enables employees to share their ideas and expertise.
 Proper promotion is must for significant sales of the product.
 Hypothesis proved through the data analysis.

References
[1]. Ashwathappa, “Personnel Management”, 3rd edition.
[2]. Philip Kotler, “Marketing Management”, 11th edition, Pearson education Asia Publication.
[3]. Walker, Boyed, Mullins, Larrenche, “Marketing Strategy”, 4 th edition, Tata McGraw hill publications.
[4]. DOCUMENTS, RECORDS & STATEMENT OF BALAJI WAFER
[5]. www.balajiwafers.com
[6]. www.indianfoodindustry.net
[7]. www.solidindian.com

International Conference on Innovations in Engineering, Technology, Science & Management – 8 | Page

2019 (ICI-ETSM-2019)
Jhulelal Institute of Technology (JIT) is governed by Samridhi Sarwajanik Charitable Trust (SSCT), Koradi
Road, Village Lonara, Nagpur-441111.