G.S.

COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

Project Report
ON

“A STUDY ON HALDIRAM COMPANY’’

Submitted to
G.S. College of Commerce & Economics
Nagpur

In partial fulfillment for the award of the degree of

Bachelor of Business Administration

Submitted by

—AACHAL GAJBHIYE—-

Under the Guidance of

—PROF. KAMLESH THOTE—-

G.S. College Of Commerce & Economics, Nagpur

Academic Year 2021 – 22

AACHAL GAJBHIYE BBA 3 YEAR

 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

G.S. College Of Commerce & Economics, Nagpur

Academic Year 2021 – 22

CERTIFICATE
This is to certify that “AACHAL GAJNBHIYE” has submitted the project report titled

“(A STUDY ON HALDIRAM COMPANY)’’, towards partial fulfillment of

BACHELOR OF BUSINESS ADMINISTRATION degree examination. This has not

been submitted for any other examination and does not form part of any other course undergone by

the candidate.

It is further certified that he/she has ingeniously completed his/her project as prescribed by

Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur.

PROF. KAMLESH THOTE DR. AFSAR SHEIKH

(Project Guide) (Co-ordinator)

Place: NAGPUR
Date:

AACHAL GAJBHIYE BBA 3 YEAR

 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

G.S. College Of Commerce & Economics, Nagpur

Academic Year 2021 – 22

DECLARATION

I here-by declare that the project with title “A STUDY ON

HALDIRAM COMPANY’’ has been completed by me in partial

fulfillment of BACHELOR OF BUSINESS ADMINISTRATION degree

examination as prescribed by Rashtrasant Tukadoji Maharaj Nagpur

University, Nagpur and this has not been submitted for any other examination

and does not form the part of any other course undertaken by me.

AACHAL GAJBHIYE

Place: NAGPUR

Date:

AACHAL GAJBHIYE BBA 3 YEAR

 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

G.S. College Of Commerce & Economics, Nagpur

Academic Year 2021 – 22

ACKNOWLEDGEMENT
With immense pride and sense of gratitude, I take this golden opportunity to
express my sincere regards to Dr.N.Y.Khandait, Principal, G.S. College of Commerce
& Economics, Nagpur.

I am extremely thankful to my Project Guide Prof. KAMLESH THOTE for his

guideline throughout the project. I tender my sincere regards to Co-ordinator, DR.
AFSAR SHEIKH for giving me outstanding guidance, enthusiastic suggestions and
invaluable encouragement which helped me in the completion of the project.

I will fail in my duty if I do not thank the Non-Teaching staff of the college for their
Co-operation.
I would like to thank all those who helped me in making this project complete and
successful.

AACHAL GAJBHIYE

Place: NAGPUR
Date:

AACHAL GAJBHIYE BBA 3 YEAR

 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

INDEX

S.No. PARTICULARS PAGE No.

1. Introduction 6

2. Company Profile. 8

3. Research Study.

• Objectives. 27

• Scope of the study 28

• Hypothesis 29

• Literature Review 30

4. Research Methodology 31

5. Data Analysis & Interpretation. 34

6. SWOT Analysis 45

7. Conclusion & Limitations 51

8. Recommendations & Suggestions. 54

9. Bibliography 55

10. Appendices

▪ Questionnaire 56

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

INTRODUCTION

AACHAL GAJBHIYE BBA 3 YEAR

 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

This project is done through EDS and under the title “Marketing and Sales &Distribution”
Preparing this project I went to each and every distributors & retailers because I was doing
market research & sales research. It includes, total market volume that is being sold in grocery
shop small shops and from distributors and retailers shopping malls big bazaar, and others where
chips and namkeens are sold. I have collected about all the product of Haldiram’s but worked
basically for chips and Namkeens segments. I went to the retailers and saw the chips and
Namkeens there I observe the following things

Whether our product is available or not at that canteen.

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

How much sale is of that particular counter and what the sales volume that

counter may give to us.

What is the strength of that particular counter?

Has that counter so many brands of chips and Namkeens.

And if we get our product, we used to asked the sales volume, response of consumer, delivery
and thus came to know interest of retailers & consumers If we didn’t get our product we said
about us, about our products, about the margin what about margin difference, comparing the
competitors’ product and margin provided by them. And then we made them understand the
extra facilities and unique selling point of our product and make them ready to sale our product.
Thus, we developed the market for Haldiram’s product. After this we saw the competitor’s
product (quantity) and asked the strength. We also counted the signage and a stand of all the
competitor’s company and Haldiram’s which is at that particular store.

AACHAL GAJBHIYE BBA 3 YEAR

 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

COMPANY PROFILE

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

Haldiram’s : the company which is today synonymous with Indian snacks and sweet food
market started the first chapter of the saga, as a small sweet shop in Bikaner, Rajasthan in
1935 . by 1982, the company had set up its business in Kolkata, Nagpur & in Delhi. an
important diversification was inroads into the restaurant business with haldiram having 10
restaurants cum sweetshops at premium locations of Nagpur with plan to open various
outlets in other cities too. haldiram is on the way of its vision as today it is an iso 9001 &
haccp certified company and has presence all over india, 62 countries (uk, us , Germany,
Australia, uae- to name a few) in world and top supermarkets of the world like Tesco,
summer field, spinneys, carrefour. the fact that today haldiram exports 60 MN dollars
goods and has registered 40% growth over last 5 years itself tells its success story
haldiram’s success saga is because of the pro-active thinking of making access into the
traditional, fresh homemade food and skillfully converting it into a product line extension.

With it they have busted the myth that Indian consumers will not pay extra for western
concept of packaged food and that two of the Indian household kitchen category.
haldiram’s ingredients of success recipe includes a diversified product portfolio, stringent
quality controls, good raw material, storage, production and packaging processes which
has resulted in unparallel taste and extended shelf life, also haldiram’s sensitivity to
catering to the local palates (30 – 40% of haldiram flavors are sensitized to suit local taste)
has resulted in creating a loyal consumer base. today, haldiram can proudly claim that what
began as a small-time enterprise in india is a global phenomenon now and haldiram’s is
way of life for Indians no matter which country they live-in.

Haldiram is on the way of its vision as today it is an iso 9001 & haccp certified company
and has presence all over india, 62 countries (uk, us, Germany, Australia, uae- to name a
few) in world and top supermarkets of the world like Tesco, Somerfield, spinneys,
carrefour. the fact that today haldiram exports 60 MN dollars goods and has registered 40%
growth over last 5 years itself tells its success story.

AACHAL GAJBHIYE BBA 3 YEAR

 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

Haldiram’s success saga is because of the pro-active thinking of making access into the
traditional, fresh homemade food and skillfully converting it into a product line extension.
with it they have busted the myth that Indian consumers will not pay extra for western
concept of packaged food and that two of the Indian household kitchen category.
haldiram’s ingredients of success recipe includes a diversified product portfolio, stringent
quality controls, good raw material, storage, production and packaging processes which
has resulted in unparallel taste and extended shelf life, also haldiram’s sensitivity to
catering to the local palates (30 – 40% of haldiram flavours are sensitized to suit local
taste) has resulted in creating a loyal consumer base also no modern trade is complete
without stocking haldiram’s products. also, the supply chain which is broken down into
two categories of retail and institutional sales is managed well by strong network of c&f,
distributors, wholesalers and retailers to make the product available at remotest town of
the country. haldiram has managed details of right technology, packaging standardizations,
consumer affordability, quality tasty products, and volume deliverables
extremely well to weave the magical success saga. last but not the least, the people behind
the product – the local talent needs mentioning as they have helped haldiram grow big.

Today, haldiram can proudly claim that what began as a small-time enterprise in india is a
global phenomenon now and haldiram’s is way of life for Indians no matter which country
they live in.

PRESENT STOCK NOW

Today, Haldiram’s is a 1735.9 cr brand that is a familiar sight on shelves across the USA,
UK and the Middle East. Nonresident Indians carry back packets of Haldiram’s along with
the farewells and nostalgia. And it is this name that they look for as they scan shops for
familiar scents and sights. Presently it has four plants in and around Delhi that produce 50
tones of namkeens (56 varieties), 20 tones of chips, papad (7 varieties) and fun food and 5
tones of tinned sweets (12 varieties) and soan papdi, on daily basis. Two more production
units are coming up which will not only increase capacity but also makes it possible for us
to introduce new product lines. For over 60 years now, the firm has been unifying the

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palate of India. It has not been the simplest of tasks; India speaks different taste buds to
match. However, today it is a name that has become synonymous with taste and quality
not only within India but the world over. Today Haldiram’s occupies considerable shelf
space at prominent supermarkets the world over: Tesco, Summerfield, Spinneys, and
Carrefour. From traditional Indian sweets and savories to the more international chips,
cookies, nuts and sherbets, its products are fast capturing the imagination of people making
it possible for it to aim for deep penetration in the Middle East, East Europe and parts of
North Africa.

Future

Leveraging Our Existing Equity

The firm plans to leverage its equity in the domestic and international market to become a
food corporation with not just branded products under its belt but also restaurants, retail
chains and wide portfolio that includes such diverse products as milk-based food and
noodles. In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan,
Columbia, Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies, Sweden,
Finland, Trinidad, and Tobago. Haldiram’s success saga is because of the pro-active
thinking of making access into the traditional, fresh homemade food and skillfully
converting it into a product line extension. With they have busted the myth that Indian
consumers will not pay extra for western concept of packaged food and that too of the
Indian Household kitchen category. It has also invested considerably in an advanced
processing and packaging unit, which enables it to marry tradition with technology. This
is why, no matter whose shelf our product sits on, it always stands on its own. Also, the
Supply Chain which is broken down into two categories of retail and institutional sales is
managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make
the product available at remotest town of the country.

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Awards & Achievements

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

• International Award for Food & Beverages awarded by Trade Leaders Club in
Barcelona, Spain in 1994.

• Kasahara Memorial Award presented by All India Food Preservers Association in

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

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

• Brand Equity Award 1998 was awarded by Progress Harmony Development

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

• APEDA Export Award 2001-2002 was awarded by Agricultural & Processed Food
Products Export Development Authority for outstanding contribution to the
promotion of Agricultural & Processed Food Products during the year2001-2002.

• MERA Delhi Award was awarded by Agricultural & Processed Food Products
Export Development Authority in the year2004.

• AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business School,

Amity University for best H R practices (Retail) in the year2008.

SALES TURNOVER (2008-09 TO 2012-13)

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DISTRIBUTION FLOW CHART

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

Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar Pradesh,
Bihar, Jharkhand, North East.

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PROMOTERS

• Mr. Manohal Lal Agarwal (Chairman)

• Mr. Anand Agarwal (MD)
• Mr. Ashish Agarwal (Executive Director)

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PRODUCTS

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VISION
1. Achieve continuous and sustainable growth in the business, within India and
abroad, organically and in organically.

2. Strengthen leadership in traditional snack items, Indian sweets and attain leadership
in western snack items.

3. And keep innovating new quality products and delight consumers by offering wide
range of quality food products at competitive rates.

MISSION

• Make available authentic, tasty and quality vegetarian food products made as per
global standards at reasonable cost, in India or abroad.

• Remain ahead of competitors through product-innovation, adopting new

technologies and achieve optimum cost of production.

• Always abide by law and care environment.

• Provide a friendly working environment that attracts best talent and offers
opportunity to our employees to excel and build career.

• Provide growth opportunity to all stakeholders including Stuckists, distributors,

retailers, suppliers.

• Be a debt free company, as far as possible;

• Enhance shareholders net worth.

• Contribute for social causes (Return to society).

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THE CUSTOMERS

Haldiram’s is known for its sweet and food. Haldiram targets customer of all age group. If
Haldiram’s planet food, ajni is concerned the Frequent number of customers are travelers,
corporate and families. In earlier days, Haldiram’s never followed an aggressive marketing
strategy, but its products speak for themselves. They have huge customer and strong word
of mouth Marketing.

THE COMPETITION

Competition is as same as it was earlier. Now there are companies with same products,
matching Quality and service. Haldiram started doing branding by going digital on
YouTube, Social Media and television. He knows the market and want to stay in this
competition or can say that they wants to become a leader into the market. They has done
some advertisement, like Haldirams had come up with small 30 seconds YouTube ads to
target customers. It did city- level promotions using colorful hoardings and posters.

The Environment Haldiram Foods International Pvt. Ltd. Is the major exporter for sweets
in 19 countries. Haldiram’s Major revenue comes from Exports.

Competitors of haldiram’s the snack industry in Nagpur is highly competitive where not
only national and international brands exist but also local brands have made their
prominently. Among all haldirams has the advantage of early mover but other salso 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:

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SNACKS
• Bingo
• lays,
• Kurkure,
• oyeoye,
• Diamond
• Some local regional players

NAMKEENS

• Bikaji
• Bikaner Wala,
• Jain’s,
• Bikaon,
• Balaji
• Lehar
• Some local regional players

PAPAD

• Lijjat
• Bikaji
• Some local regional players

SWEETS

• Bikaner Wala
• Bengali sweets
• Bikaner
• Some local regional players (Sudha, paras)

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SYRUPS
• Roohafza
• Kisan
• Dabur
• Some local regional players

READY TO EAT (RET)

• milkmaid
• nestle
• Some local regional players (Aussi food pvt. Ltd. (Rate) Delhi; Arkriti foods pvt
ltd.(rate) Delhi)

BISCUIT

• Britannia
• Priya gold
• bakeman’s
• parle
• sunfast
• Some local regional players

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PESTL

• Analysis Political
• Mandatory employee benefits
• Industrial safety regulations in the Consumer Services sector.
• Intellectual property protection
• Environmental regulations

ECONOMICAL

• Labor costs and productivity in the economy

• Discretionary income

• Unemployment rate

• Efficiency of financial markets Social

• Health consciousness

• Population growth rate

• Emphasis on safety

• Rising disposable incomes

• Busy lifestyles in urban environments

• Increasing cultural diversity

• Healthy lifestyle trend

TECHNOLOGICAL

• Moderate R&D activity in the industry

• Increasing business automation

• Increasing sales through mobile devices

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ECOLOGICAL

• Climate change

• Laws regulating environment pollution

• Recycling

• Waste management

LEGAL

• Increasing health regulations in workplaces

• Copyright, patents / Intellectual property law

• Consumer protection and e-commerce

• Health and safety law

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INDUSTRY ANALYSIS
Porter’s Five Forces Analysis

1. Threat of new entrant:

• As the branded players price similarly new players might penetrate by

adopting low price strategy or offering more grams at the same price.
• Unorganized players are more dominating in this sector.

2. Suppliers bargaining power:

• Suppliers provide raw materials such as gram flour, dry fruits, spices and
other ingredients. Their ability to raise input costs is high.
• Higher cost of input commodities leads to lower margins, making the
market unattractive for distributors and retailers.
• Shortage of any input material may also affect production and thereby
impact distribution

3. Threat of substitute:

• All snacks are considered to be substitutes of each other Biscuits, Wafers

and local snacks like Chakli, banana chips, farsanetc are all substitutes of
one another.
• Indian market is more shifting towards western style for eg. Instead of
Chola Bhatura people love to have sandwiches and pizza.

4. Customer’s bargaining power:

o Ability to substitute is high as brands are priced similarly and distribution

problems for one brand promote sales for the other.
o Price Sensitive, taste conscious consumers are high. An increase in the price
of product may promote a switch to Haldiram.
o Quality and taste conscious consumers who buy brands

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o High demand during festival season and low during monsoon v. Rivalry
among existing competitors:
o High Competition – Branded Players involved in cutthroat competition to
increase market share, entice new consumers, find new market.
o Quality difference between branded and unbranded offerings is offset by
low price offered by unbranded players
o Brand Loyalty is high for branded players

ALLOTED WORK

• Benchmarking:

a. Internal Benchmarking: - In internal benchmarking I had compared own

business to try and determine the best practice.

b. External Benchmarking: - In external benchmarking I had Compared

Haldiram’s Planet Food, Ajni with nearby seems to be competitor within

500m.

c. Customer handling: - Customer need extra attention when restaurant is

crowded, food is delayed and at the time when they are having difficulties

when placing order.

d. Food Aggregators Reviews: - I had Reviewed Zomato, Swiggy for

enhancing customer satisfaction.

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EXECUTION
Benchmarking is the first work which was allotted to me. Initially I had done
internal benchmarking, where I had studied the internal process of Haldiram’s
Planet food, ajni and generated my findings based on my observation. Customer
Handling Is the next work which was allotted to me. Here I have to identify where
customer is facing problem, how to solve customer problems & gathering customer
feedback. Reviewing Food Aggregators for Haldiram’s planet food, ajni is my task.
Here I have responded to the feedbacks which was placed by customer on food
aggregator’s application/website and I also have to evaluate the negative feedback
which states the common problems which was placed by customer. I had reviewed
zomato, swiggy as this food aggregators are tied up for business with Haldiram’s
planet food, ajni.

THE REPORT OF EXTERNAL BENCHMARKING IS GIVEN

BELOW

• Within 500 meters, Divakar’s Ajit Bakery (veg. & Non-veg) may hold a
good share if we talk about fast food & quick bite because. To Grab Veg.
market share of Divadkar’s Ajit Bakery Haldiram’s planet food needs to
do more marketing to attract customer. The footfall is majorly low in
Divadkar’s Ajit Bakery comparing to ajni’s Planet food. Divadkar’sAjit
Bakery has good travelling customer from Nagpur Railway station, It
means People usually order food from train/railway station and food is
parceled.

• Moving ahead from 500m, Hotel Krishnum next to SaiMandir also hold a
good market share, mainly because of SaiMandir. Hotel Krishnum hold
large no of footfall in breakfast time. If wants to attracts devotes Haldiram
needs to advertise inside temple.

• Customer Handling Is the next work which was allotted to me. Here I have
to identify where customer is facing problem, how to solve customer
problems & gathering customer feedback. Report of Customer handling is
given below-

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• Customer need extra attention when restaurant is crowded, food is delayed

and, on the time, when they are having difficulties when placing order this
was the problem which was identified may be.

• To solve the above problem, specially on the time of delay in food the good
playlist of song will make them engaged &entertain

• A “ORDER HERE” board is required on the place of cash counter is my

recommendation, as new customer usually tell order to the waiter & then
waiter tells them direction of cash counter. (Image attached

Reviewing Food Aggregators for Haldiram’s planet food, ajni is my task. Here I have
respond to the feedbacks which was placed by customer on food aggregator’s
application/website and I also have to evaluate the negative feedback which states the
common problems which was placed by customer. I had reviewed zomato, swiggy as this
food aggregators are tied up for business with Haldiram’s planet food, ajni. The report after
reviewing food aggregators is given below-

• Haldiram’s Planet food Ajni has rating of4.2/5.

• Chinese combos- Veg Manchurian & Chili Panner ‘s quantity is very less,
Reviews by majority of customers. Planet food need to increase the quantity
for higher satisfaction.

• Hotel Krishnam has rating of 3.7/5 which is comparatively less compared

to Ajni’s Haldiram but they owe a “FOOD HYGIENE EXCELLENT”
badge & “PROMPT SERVICE” rating (Image Attached) which should also
be in our restaurant listing.

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RESEARCH STUDY

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OBJECTIVES

In marketing only project report is not required there must be some objective or goal
because without any goal and objective , no project Report can be completed in true sense
so the main objective of doing this project Report is confined to completion of some work
that is assigned to you for some reason : - What the subject or papers that is being taught
in classroom at M.B.A program is completely theoretical so during the summer training
you can compare and learn how the marketing activity in an organization varies with theory
and how this theoretical knowledge is being applied in an organization and how much they
are being applicable so its quite helpful to know and understand. To create the contact with
working of an organization and see the different types of marketing activities. It also helps
us to take knowledge about product distributor promotion and buying behavior. It also
helps in knowing how various tools and techniques are being used . To find out the types
of channels, by which product is selling and to know monopoly and average sales of these
outlets.

Followings are the objectives of the project-

• To study the data trending and analysis

• To understand forecasting based on this trending

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

• To study the distribution network of Haldiram products.

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SCOPE OF THE STUDY

Scope of the project means the area which we cover under our project and how it is
beneficial. In my project I use to deal with the main areas of marketing. And also during
this project I have to do forecasting and find out inclining and declining products.

In this report of the project, you will find that what and how marketing plays an important
role in business development. During this project, I did a survey which reveals the current
status of the companies’ services and the competitor’s position in the market. And the
outcomes of that survey company can use for their enhancement and to increase their
business.

Use and importance of the project, means the practical applications of all the marketing
concept in the project and the practical knowledge which I get during my summer
internship is benefactor for my career. I worked on many variants in this project.

Following are the use and importance of the project—

1. During this project I have learn about different marketing concept with their
practical use.

2. During this project I have learn the way & importance of retailers handling

3. I am mainly involved with the selling and distribution of the snacks and namkeens.

4. In this project I will also assess the market &check the availability and visibility of
product in the market

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HYPOTHESIS

H0- Price has no significant impact on consumer buying behavior of

HALDIRAM'S.

H1- Price has significant impact on consumer buying behavior of HALDIRAM'S.

H0- Quality has no significant impact on consumer buying behavior.

H2- Quality has significant impact on consumer buying behavior.

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LITERATURE REVIEW
a. The future of India Snacks Market can be judged from the fact that this
industry is expected to grow with double digit CAGR for the time frame of
2018 to 2024. India snacks market is dived between organized players and
unorganized market. At present Unorganized market is dominating the
India snacks market. But this scenario is expected to change during the
forecast period of 2018-2024. India Snacks Market is growing due to
following factors Lifestyle Changes, Rising Urbanization, Growing Middle
Class Population, Local Availability and Availability of Snacks in Small
Package Size, Low Price and Company's Strategies to focus on regional
taste. (29-1- 2018, Laura Wood, Senior Manager)

b. Satisfaction is a result of a product related experience and this question

reflects the overall opinion of a consumers experience with the product
performance. Satisfaction and attitude are closely related concepts. The
psychological concepts of attitude and satisfaction may both be defined as
the evaluation of an object and the individual relationship to it. Anything
that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need, include physical objects,
persons, organizations, and ideas is called as product. Services mean the
work done by one person which is helpful to another person and these are
intangible in nature. It is an act of help and assistance.
(Sahaya Alexander)

c. Haldirams does not have an effective visual merchandising strategy but is

still able to procure higher sales due to a focused product line, resulting in
timely stock replenishment. While Frito Lay's merchandising tools were
found to be most effective in increasing the visibility of its products and
brand due to increased deployment of these tools in different shapes and
sizes at almost all retail outlets, its merchandising strategy could not beat
the festival season sales of Haldirams. This is due to the fact Factors
Affecting the Retailer Perception for the Sale of Snacking Products through
Traditional Trade Retail Outlets in India 29 NJMSR V.1 No.1 Issue 1
(2016) that Haldirams brand, as a close competitor of Frito Lay, also
provided better retailer schemes to push sales during the festival season
further. ITC and Parle lag far behind in merchandising tool deployment and
also in offering competitive retailer schemes. (Ganga Katiyar,2016)

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RESEARCH METHODOLOGY

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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 of the report
is to learn the facets of marketing and do the monitoring and counter selling for
Haldiram PVT. LTD. Along with I will also work in the following areas: -

• Market visit for retail shops

• Research on
• customer satisfaction”
• Sales & Distribution
• Promotional strategy

Research design: -

Type: Exploratory research design using secondary data analysis Descriptive

research design using survey method
Survey using personal interview (face to face) interview method

Sources of information: survey by means of structured undisguised and general

face to face interaction with outlet holders and distributers and used some
secondary data.

Methods of data collection: -

It can be obtained either through direct communication with respondents in one

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

• Primary Data
• Secondary Data

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

Type of data to collect-

• Categorical

nominal-observations that can be coded ordinal-observations that can be ranked

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• Continuous

-Observations that can be counted or measured

• Mixed

matrix of categorical and continuous data

Following are the ways through which data can be collected

• Observations
• Interviews
• Reports
• Records

• Tools of data analysis: -

Excel and Well – structured questionnaires might be referred for data analysis.

Type Of Research Method

• 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?

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

DATA ANALYSIS &

INTERPRETATION

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

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

• Abbreviations and short forms not used

• Readability and understandability

• Inadequate answers have been removed that is (incomplete answers, left blanked
answers)

• Mistakes that have been accursed in collecting the data has been removed

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

1. Namkeens Share in Nagpur Market

COMPANY NO. OF NO. OF %

RESPONDENTS
Haldiram 30 60%

Bikaner Wala 10 20%

Balaji 8.5 17%

Other 2 4%

Total 50 100%

4%
17%
halidram

20% 59% bikanerwala

balaji
other

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 ,Bikaner Wala holds 20% share
of market and rest has been captured by other brands.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

2. DEMAND OF CHIPS

DEMAND OF CHIPS NO. OF PERCENTAGES

RESPONDENTS
Lays 15 30%

Haldirams 13.5 27%

ITC 7.5 15%

Bikano 6 12%

Oyes 4.5 9%

Others 3.5 7%

Total 50 100%

no. of respondents

lays
7%
9% 30% halidram
12%
ITC
15% bikano
27%
oyes
other

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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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

3. DIFFERENT CONSEQUENCE THAT ADDS IN SALES

VOLUME

PARTICULAR NO. OF NO. OF %

RESPONDENTS
Taste 21.5 43%
Packaging 2.5 5%
Advertise 6.5 13%
Endorsement 4 8%
Brands 11 22%
Other 4.5 9%
Total 50 100%

no. respondents
taste
9%
packaging
22% 43%
advertise
8% endorsement
13% 5%
brands
other

Various factors that helps to increase the sales volume of products.

Taste is the major factor on which sales of a product depend. 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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4. DIFFERENT AGE GROUP USERS OF NAMKEENS OF BRANDS

Namkeens and chips are mainly used by persons who belong to age group of 0- 20
it should be kept in mind that the mainly teenagers and child’s 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.

PRODUCT NO. OF RESPONDENTS NO. OF %

Taka Tak 15 30%
Chips 25 50%
Whoopies 10 20%
Total 50 100%

no. of respondents

whoopis
taka tak
20%
30% taka tak
chips
chips
50% whoopis

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 comparable 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 products.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

Item RESPONSE Percentages

Quality 25 50%
Packaging 5.5 11%
Others 19.5 39%
Total 50 100%

no. pof respondents

39% quality
50%
packaging
11% other

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

survey a has been observed that it 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.

Users of Haldiram’s products

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

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

5. BRANDS AWARENESS FOR CHIPS SEGMENT

Brands RESPONSE Percentages

Lays 11.5 23%
Haldiram 10.5 21%
ITC 8.5 17%
Bikaner Wala 7 14%
Oyes 5 10%
Others 7.5 15%
total 50 100%

no. of respondents

lays
15% 23%
10% haldiram
ITC
14% 21%
bikanerwala
17%
oyes
others

There are so many brands that offer their products in market. Lays: - everyone is
aware of these products and so it occupies highest sales volume. Haldirams it is
known brand and performance is quite well. Itc is also a renowned brand but its
performance is not up to the mark as it spends huge money in promotion Bikaner
Wala is a growing brand.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

6. BRAND PREFERENCE OF CONSUMERS

Brands No. of respondents No. of %

Lays 20 40%

ITC 10 20%

Haldiram 10 20%

Bikano 6 12%

Others 4 8%

Total 50 100%

no. of respondents

8% lays
12%
40%
itc
20%
haldiram
20%
bikano
others

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

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

7. TOTAL CONSUMPTION OF DIFFERENT BRANDS

Brands RESPONSE Percentages

Haldiram 15.5 31%
Lays 10.5 21%
Others 9.5 19%
ITC 7 14%
Bikanerwala 4.5 9%
Balaji 3 6%
Total 50 100%

no. of respondents

6% halidram
9%
31% lays
14%
others
19% 21% itc
bikanerwala
balaji

Total Consumption Of All Products

Haldirams captures highest share in total consumption of fmcg products and occupies first
position
LAYS comes in second position in overall consumption ITC comes 3rd in position in
overall consumption
Bikaner Wala still trying to capture the market and there are also trying.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

HYPOTHESIS TESTING

H1. After Analyzing data hypothesis is accepted that the buying behavior of the consumer

is independent of their personal background.

H2. - as increase in sales of haldiram sweet the market share is more as compared to local

sweet so hypothesis is reject.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

SWOT ANALYSIS

• STRENGTH

1. A nationwide manufacturer and strong distribution channel

2. Strong control over distributors

3. Haldiram is the master brand in Namkeen and growing its chips.

4. Engage in proportioning throughout the year.

5. Employees are very much devoted to their works

• WEAKNESS

1. Feedback system doesn’t work property.

2. Proper Importance isn’t gives to the retailers.

3. Low profit margin to the distributors.

4. Weak in chips segment.

5. Low profit margin to the retailers in Namkeen Segment

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• OPPORTUNITY

1. Steel big empty market

2. Huge demand in the month of August to March

• THREATS

1. Facilities provided by the Lay’s, is offering credit sales.

2. Lay’s and Kurkure paints the outlets regularly.

3. Matter of low hygienic foods.

4. Insects are found

5. Entrance of Local product.

6. Distributor attitude

7. Undercutting to the Whole sale market.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

Marketing mix is the set of marketing tools that the film uses to pursue it marketing
objective in the target market.

Marketing Mix of Haldiram’s

• Products

Chips, Namkeens, Sweets, Pickle, papad, Syrup, Woopies

• Chips

There are six flavors in chips classics salt

• Pudina treat
• Paprika

• Mast Masala

• Bolelos
• N salt

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

Taste of chips

Pudina treat –
Taste of pudina Paprika –
Taste of green chill Mast masala –
Taste of Tomato Classic salt –
Plain $ only salted. Boletos -
N salted –
Masala salted

Namkeen:-

Bhujia

Aalu Bhujia

All in one

Kaju Mixer

Kashmiri mixer

Bombay mixer

Product Qualities

Impeccable qualities, they focus on TQM before the finish like because the quality along
if advertisement which Haldiram gives as a competitive edge design innovative of packets
day by day. It is a popular due to its colorful packets of Namkeen which is unbeatable by
other brands.

Features: -

Testy Snacks, Suitable with drinks as well as serving guest

Brand name: -

Huge brand name nation wide

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Warranty

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

Price:-

The price is different for different product chips. Discount

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

Allowance

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

Public relations

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

Sales executive

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

Promotion

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

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

FINDINGS

• 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.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

CONCLUSION & LIMITATIONS

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

Conclusion

• This makes it necessary for organizations to implement the act effectively and bring
in robust redressed processes at the earliest

• Work/life programs have the potential to significantly improve employee morale,

reduce absenteeism, and retain organizational knowledge, particularly during
difficult economic times.

• In today ‘s global marketplace, as companies aim to reduce costs, it falls to the

human resource professional to understand the critical issues of work/life balance
and champion work /life programs.

• Classify the working women based on age (25-35, 35-45 and above) the
organization concentrate on 25-35 age group because in that age women‘s have
more responsibilities in home as well as in working place.

• Work life balance programmers create win – win situation for employees as well as
employer.

• To conclude a very significant study that develops an idea that respondents realize
the significance of a woman’s role

• To conclude a very significant study that develops an idea that respondents realize
the significance of a woman’s role

• The overall conclusion of this research paper is Haldiram’s is a famous brand in

Indian snacks industry, holding most of the market shares. The brand is well known
and consumed for its quality. Price does play a significant role in buying behavior
but is less important compared of other factors such as – quality, taste, and
packaging.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

Limitations

• 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.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

SUGGESTIONS

After completing the research work I came up with the following suggestions that the brand
could try to work on for better future growth and capturing more market shares and for
staying the market leader for a little longer –

• Brand should try to tap market of health-conscious people by experimenting with

more kind of baked snacks.

• More products should be launched to tap kid segment apart from Halke-Phulke

• 2019, Haldiram’s surpassed PepsiCo and captured highest market share in snacks
industry but COVID 19 has impacted sales for various reasons.

• Brand should work on retaining their share and gaining back the confidence of their
consumers.

• It can focus more on advertising to boost sales like Bikaji-Bhujia.

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

BIBLIOGRAPHY

BOOKS-
• PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y. AGNIHOTRI,
ESHAN UL Haque 2010. A South Asian Perspective, 13th Edition.

• Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open University Press,
The McGraw-Hill Companies

• Malhotra, N. K. (2004). Marketing research: an applied orientation, 4th edition,

Prentice- Hall International, London

WEBSITES:-

• Poonawallafincorp limited,

• Wikipedia

• http://www.diva-portal.org/smash/get/diva2:22649/fulltext01.pdf

• Dessler. (1999): A framework for Human Resource Management, (2 ed.). New

Jersey: Prentice Hall.

MAGAZINE :-

• Times of India
• The Hitwada

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AACHAL GAJBHIYE BBA 3 YEAR

 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

QUESTIONNAIRE :-

1. which product is sold in higher volume Ans :-

• takatak
• Chips
• Whoopies

2. which of the company western namkeens are sold in the market Ans :-
• Itc
• Lays
• Haldirams

3. which class of people are mostly using namkeens Ans :-

• higher-class
• Middleclass
• Lower-class

4. whom do you think to be competitor of haldirams in western namkeens Ans :-

• bikaji
• Itc
• Lays

5. which product you like most Ans :-

• takatak
• Chips
• Whoopies
• Namkeens

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 G.S. COLLEGE OF COMMERCE & ECONOMICES, NAGPUR

6. haldirams namkeens are easily available or not Ans :-

• yes
• No

7. Which product you like most Ans:-

• haldirams chips
• Bingo
• Lays chips
• Kurkure

8. Any improvement required Ans :-

• Quality
• Packaging
• Others

9. Do you check price before buying haldiram product. ?

• Yes 20%
• No 80 %

10. The quality of product matters while Purchasing haldiram products.

• Yes 85%
• No 15%

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