HISTORY OF ORGANISATION

Balaji as got a very interesting story of its journey from its birth to
hitherto. The promoter of the Balaji was from a small village of
Jamnagar district known as ‘Dhundhoraji’. The promoters of the
company were Mr Mahkhaji Bhai, Mr Bhikhu Bhai, Mr Chandu
Bhai, and Mr Kanu Bhai.

In 1982, they started their sole proprietary business in Astron

Cinema in a from canteen. At that time the Astron cinema was
famous cinema of Rajkot. The canteen name ‘Balaji” become its
kind of first canteen in Rajkot to provide snacks especially made
from the potato chips. The canteen was known for its good quality
and taste.

Due to some reason the astron cinema was closed and canteen
also has to be closed. As the Virani family’s livelihood was based
on this canteen so they decided to prepare potato chips and
packed in the plastic bags and start selling of it.

It was the first time in Gujrat where potato chips were available in
the plastic bags. The Virani parivar as taken these risks and they
got a success in it. The ‘Balaji’ real birth took place in that way.
Then after the family increased the production capacity and they
started to make wafers in ‘Desi-Tawda’ which was less oily and
health conscious.

After getting little success company build its production plan, which
was, build on International standard in food Industry.
After that Balaji as never seen behind and gone achieving their
goal one-by-one. At present Balaji is a market leader in snack
industry as Gujarat could compete the Balaji. They have won the
trust of customer. They are considering King in the taste and their
product are based on value for money concept.

An Organizational Structure of Firm

Meaning:-
An Organization is a stable, formal and social structure that takes
resources from the environment and processes them to produce
outputs. This technical definition focuses on three element of
organization. Capital and labors are primary factors of production
provided by environment. The organization transforms there
imports into product and services in a production function. The
product and service are consumed by environment in return for
supply inputs. An organization is more stable than an informal
group in terms of longevity and routines. Organization is also
social structure because they are a collection of social elements,
much as a machine has a structure -a particular arrangement of
value cams, snacks and other parts.

A more realistic behavioral definition of an organization is that it is

a collection of rights privileges, obligation and responsibilities that
are delicately balanced over a period time through conflict and
conflict resolution. An organization is also consider as a skeleton
of the company, which as got vein of blood, through which the
authority and responsibility is been transfer. An organization also
describes the various levels of the management its each part of
the body.

An organization is of three types; line organization, line and staff

organization and functional organization. As per Balaji wafers Pvt.
Ltd. Is consent it is wing Line and staff organization. Balaji
wafers Pvt., Ltd is based Hindus Undivided Family concept but
than also professionalism is been seen more its organization. No
bias is been seen and positing in the organization is given as per
the qualification and requirement of the firm.

Balaji has always kept flexibility in its organization and has

changed time by time as per requirement and situation has
demanded.
In Balaji wafers Pvt. Ltd., we can clearly see no sign of unstable
and unfruitful organization instead it as got all the qualities which
we have discuss above which any idol firm should possess. Now,
let us see organization structure of the firm.

Vice chairman

↓
Managing Director

↓
General Manager
 ↓
↓ ↓ ↓ ↓
↓
Production Marketing Personal Finance Manager
R&D
& Technical & Sales Management
Director Department

An Organization Department of Sales

Organization:
Sales department is community same respect, cadre and status as
other department in organization are getting sales is a blood for
any organization and sales department works as a veint transfer
these blood to final customer for survival of the company. Sales
department only generates revenue for the company and the sales
department is only department in organization which as a direct
contact with its customer.

It is also a sales department which as a direct contact with its

customers.
It is also sales departments, which help the company to reach its
policies to the customers. In short, no organization or company
can be said a complete organization until its sales organization is
strong enough to face the market.

Balaji as got a strong sale organization and a great cooperative

culture and environment inside the sales organization, which
brings prosperity to the company and also to its final customers, by
getting them product whenever they need.

Sales Organization

Chairman

↓
 Managing Director

↓
General Manager

↓
Marketing Manger

↓
Sales Manager

↓
Assistant Sales Manager

↓
Territory Sales In charger

↓
Sales force

Responsibility Functions of the Individual

 constituting the sales department

1 Sales Manager:-
There is one sales manager in sales organization structure of the
Balaji. It works directly under the guidance of the marketing
manager. It has a role of doing sales forecasting for the company.
It decided the total sales demand of the company. It decides
policies of the sales in consent with the top management. The
sales manager also prepares a budget for respect you.

2 Assistant Sales Manager:-

Assistant sales manager assist the function of the sales manager
and develops the action plans for the goals, which is been set by
the sales manager for respective year. It is the work of sales
manage to convert the sales target in to a achievable task by
preparing an appropriate sales plan assistant sales manager also
do other foot the like recruiting, selecting and motivation of their
sales force.

3 Territory Sales In charge:-

Territory Sales In charge are been assigned with respective
territories of the company’s market. The main work of the territory
sales In charge is to attain the goal or target which is been
assigned to their respective territory.

4 Sales force:-
Sales forces are directly working under the territory sales in charge
and their work is to bring orders and achieve a individual forgotten
in their respective field. They also as to communicate company
policies to the channel members and also as to see that policy or
working in a manner.

Product Related Policies

Product line of the firm

Product line of the firm means company, products which company
is giving to them consumers in various width and length. Product
line plays various crucial roles in the success of the company. If
the product line, width and breath are smaller that’s mean the
company is offering a limited products and covering limited
segment of that sector of giving industry.

Product line also plays very crucial role in building marketing

strategies. If the product line is big and strong than it will not leave
any gap for the competitor to cover that segment of the customers.
Therefore that company will able to stratify all needs of its
customer and all the segment of tits respective market.

Policies on the width of a product line e classified as either shortly

lien or full line. The company following a short line policy handles
only part of a line, while the company with full line policy handles
all or most of the items making up a line.

Balaji wafers pvt. Ltd. product lien can’t be Sid a full product and
same way it is not a short product line. As per snack Industries
present product market analysis is consent the company’s product
line is sufficient and covering the need all segment of its
customers. As wider is the product line the more risk is spread.

If we see company’s product Line Company in potato wafers

segment is offering two types of product, masala wafers and non-
masala. Same in chip segment they are offering banana chips and
various variants of ‘chavana’, which is made out of potato.

They are also offering solid snack items in their product line also.
Such line Chana-Dal, Vatana etc.
In future company is thinking of offering so items in their product
line. It will take a time but the goal is not far for the company said
as per the company recourses.

Pricing Policies:-
Pricing policies play a great role for making the future and building
firms growth. The sale executive role in formulating pricing policies
is advisory but all sales executives are responsible for
implementing pricing policies.

Traditionally, price has operated as the major determinant of buyer

choice. This is still the case in poorer nation, among poorer
groups and with the commodity type products. All though non-
price factor have become more important in recent decades, price
still remain one of the most important elements determining market
share and profitability.

Many companies do no handle pricing well. They make this

 common mistake. pricing is too cost oriented, price is not revised
often enough to capitalize and market changes, price is set
independent of the rest of the marketer mix rather then as an
entrancing element of market positioning strategy and prices not
varied enough for different product items, market segment,
distribution channels and purchase occasions.

Balaji wafers as never though exploiting customer and always as

charged legitimate price from their customer. They believe that if
nation will developed, that only we will develop and therefore it is
our rights to help the nation in its growth to appreciate and growth.

Balaji’s pricing policy can be seen its vision itself. As company’s

vision is shown that company want their customer to get a
quantitative and qualitative food or company’s product in the very
less price of Rs. 5.

Company’s main objective of its pricing policy is also to serve the

children of the nation that is lower level segment’s children who
cannot spend more than Rs. 5 for their snack food. They also
concerned about the child’s growth, as India is lacking in nutritional
food for lower level of society and so company is helping the
nation by providing them a nutritional food in just Rs. 5.
Sr. Weight Items Quantity Price MRP
No. (gms.) Packing Unit Packing Unit (Rs._
Wafer
1 35 Potato Carton 48 204 4.25 5.00
2 40 Premium Pouch Carton 36 198 5.50 7.00
of simple &
 masala
3 75 Potato simple & Carton 20 170 8.50 10.00
masala
4 200 Potato simple & Carton 8 136 17 20.00
masala
5 40 Banana Bunch 20 85 4.25 5.00
6 80 Banana simple Bunch 10 85 8.50 10.00
& masala
Chevdo
7 40 Farali Bunch 20 80 4 5.00
8 90 Farali Bunch 20 140 7 8.00
9 200 Farali Bunch 10 120 12 15.00
10 1000 Farali Packet 1 60 60 70.00
11 2500 Farali Packet 1 150 150 160.00
Namkeen
12 Pouch Chana, Vatana, Bunch 30 25 - 1.00
Mag dal
13 40 Chana dal, Bunch 20 48 2.40 3.00
Vatana
14 40 Mag dal Bunch 20 66 3.30 4.00
15 100 Chana dal, Bunch 10 56 5.60 7.00
Vatana mix
16 100 Mag dal, Shing Bunch 10 67 6.70 8.00
Bhujia, Ratlami
sev
17 200 Chana dal, Bunch 5 50 10 12.00
Vatana
18 200 Mag dal Bunch 5 60 12 14.00
19 1000 Chana dal, Packet 1 45 45 50.00
Vatana
20 1000 Mag dal Packet 1 57 57 60.00
Sing
21 40 Simple Bunch 20 52 3.20 5.00
22 40 Masala Bunch 20 52 3.20 4.00
23 100 Simple Bunch 10 52 5.20 6.00
24 100 Masala Bunch 10 58 5.80 7.00

Policy on pricing relative Competition.

Every company has a policy regarding the level in which its
product is priced relative to the competitions. IF competition is
price based, a company sells product at the same price as its
competitors. Let us see what Balaji wafers as policy regarding
their price of products.

Pricing Under the Competition

Not many manufacturers, at least those with sales forces, willing
price under the competitions. As snack industry in India is consent
is growing at 22% per annum and competition is increasing day by
 day by present of MNC’s and also entrance of new company’s with
new key success factors.

Balaji as never worried before and also they are optimistic about
future regarding their market competition from goals. Balaji as
always charged a minimum and their price is based on more value
at fewer prices. Balaji, price is lowest available price in snack
food industries in their respective products.

Policy on Pricing Relative to costs

Every Company has a policy regarding the relationship between its
product’s price and the underlying costs. Long run sales revenues
must cover all long-run costs, but short-run sales revenues don’t
have to cover short run costs. Company has to predetermine its
pricing policy regarding

Covering of the cost and profit. Balaji company is covering two

types of cost and also doesn’t in the mind the penetration price
policy. Let us see which types of cost company is including.

1) Full cost pricing

Under full-cost pricing, no sale is made at a trice lower than that
covering total costs; including variable cost and allocated fixed costs.
The reasoning is that if short run sales revenues cover short-run
costs, they also cover long-run cost. Company’s pricing policy is also
including the total cost; fixed & variable as in this production process.
Promotion Policy
Promotion cost includes all the cost which company include in selling
its good through promotional tools i.e. Advertising, personal selling
etc. Balaji company is investing less money on the advertising
through media and they do a little investment is banner and
sponsorship adds to help the retailers in their selling process. As
Balaji has got a great brand loyalty of customers as per Gujarat is
concerned. So, they have newer invested money behind the
television advertisment.

3) Geographical Pricing Policies:

One pricing policy of particular interest is that of who should pay the
freight for delivering the product to buyers. The answer to this
question is important to the sales executives, because it affects price
quotations to buyers in different geographical areas. The further away
the customer is from the factory, the greater are the freight charges for
a given size order. No, matter what policy the company adopts,
freight differentials are reflected one way or another in price quotation.

Balaji’s market share is vast and they also got a objective of uniform
price policy in the market. After Gujarat they have covered
Maharashtra market. Their also the product is getting at Rs. 5. So
the company has to adopt uniform transportation another policy.

At present Balaji is covering only two market or only west zone in

which Gujarat market, Maharastra they will launch their product in
Rajasthan in near future. So the company delivers the pricing policy
at present.
Sales Forecasting Techniques:
A sale forecasting method is a procedure for estimating how much of a
given product can be sold if a given marketing program is
implemented. No sales forecasting method is fool proof each is
subject to some error. Some methods are unsophisticated such as the
jury of execution opinion or the poll of sales force opinion.

Well-managed companies do no rely upon a single sales forecasting

method but use several. If different methods produce roughly the
same sales forecast, then more confidence is placed in the result. But
if different methods produce greatly different sales forecast then the
sales situation merits further.
Balaji is facing a situation in which they are always remaining behind
than their market demand. Even after adopting highly automatic plant
and producing 13000 kg of potato products a day they are not able to
fulfill the total demand of their respective market. So the Balaji as
never needed to do their sales forecasting that doesn’t mean company
is not doing sales forecasting. The company using following for the
sales forecasting.

1) Jury of Executive Opinion

There are two steps in this method (1) High running executives
estimate probable sales and (2) an average estimate is calculated. In
Balaji top level management and sales manager study the market
condition and factor which could affects their sales and after that
comes to a particular sales figure conclusion.

2) Projection of Past Sales:-

The projection of past sales method of sales forecasting takes a variety
of forms. The simplest is to set the sales forecast for the coming year
at the same figure as the current years actual sales or the forecast
may be made by adding a set to last years sales, or to moving average
of the sales figures for several past years.

Balaji is also using projection of past sales method to ascertain the

current year sales. Their sales are high in the months of July to
December. In that particularly October is the highest sales month. So
the company is past
year sales figure to ascertain current year sales.
Choice of Basic selling Style:-
The function of sales management includes the task of organizing,
planning and implementing the sales efforts so as to achieve corporate
goals related to market share, sales volume and return on investment.
Task are performed by a sales manager both within the organization
and outsides the organization.
All over the Gujarat the 13 dealers are present of Balaji wafer. Their
work is to get order from retailer and to provide the goods as per the
order. The basic selling style of Balaji wafer is of trade selling. In which
they use to take order from their customer and in exchange to provide
goods as per the order.

Balaji salesman doesn’t do any developmental or missionary selling.

Their work is routine. They have to see the quarries and the problems
of the customers. They have to work with the respective dealers in
their field.

Determination; of sales force size:-

Management makes its second key decision personnel selling strategy
when it decides the size of the sales force. Having determined the kind
of sales person that best fits the company’s need, management now
determines how many are required to meet the sales volume and profit
objectives. If the company has too few salesperson opportunities for
sales and profit go unexploited, and if it has too many excessive
expenditures for personal selling reduce net profit.

Balaji wafers is believing to handle a very less number of sales force

but whatever number of sales force they are handling they most be
enough capable of achieving company’s target. So the company uses
a work load method to determine the size of the sales force.

Work load method

In the work load method the basic assumption is that all sales
personnel should solder equal workload. Balaji also decides the total
work load of the company and divides it’s adequately among its sales
force. In deciding the work load company considers the demand of the
product in its various part of market and balance sales force as per
market demand is assigned in different zones and work is also divided
as by respective zonal demand.
Distribution policy:-
Distribution policies are important determinants of the functions of the
sales department. The choice of a particular marketing channel or
channels sets the pattern for sales force operations, both geotropically
and as to the customers from whom sales personnel solicit orders. The
decision on the number of outlets each distribution level affects the
size and nature of the sales organization and the scope of its activities.

Policies on Marketing channel:-

One of the most basic of all marketing decision is that on marketing
channels. Few manufactures use only one marketing channel most,
use two or more.
Decision on marketing channels is required more often than is
commonly suppose. The obvious occasion is those following the initial
organization of the enterprise and when making addition to product
line. At this time the desirability and appropriateness of different
channels option are evaluated. Decision on channel is crucial as it
decide depend on channel size of passing product from various level
and finally getting to custom.

Channel strategy is also needed to decrease the cost of distribution

and increase the availability of product in huge quantity
.
Balaji is doing business in the consumer non-durable products and
their product is of impulse FMCG type. So distribution most is strut for
such type of company. Distribution Channel of Balaji Company is a four
level distribution channel and company is using vertical channel of
distribution.
Let us see the channel of the Balaji Company.

Manufacture

↓
C & F agent

↓
Stockiest / wholesaler

↓
Dealers

↓
Retailers

↓
Customers

Channel Member:-
Clearing and Forwarding Agent:
Clearing and Forwarding Agent is the person in the channel who does
all the paper work and forwarding the goods to the further channel
member is stockiest. They take a commission on their work of clearing
and forwarding the goods.

Balaji wafer Pvt. Ltd has got their clearing and forwarding agent as
“Katariya Enterprise”. The Katariya is only C & F agent in Balaji
Company for doing clearing and forwarding work. They get 2%
commission in return for their service.

Whole seller /Stockiest:-

Whole seller or stockiest are the person who stocked the product in
huge quantity. They buy the product from manufacturer in huge
quantity and supply the product to further channel as per the need.

The company have four distributors is the Gujarat State and one
distributor for Maharastra.
Let us see the four distributor of the Company.
Name/Company Zone
Katariya Enterprise Saurastra Zone (Rajkot)
Katariya Enterprise Saurastra Zone (Other than Rajkot)
Sawmi Lilasa Enterprise Kutch-Bhuj
Katariya Enterprise Gujarat (South, North & Central)
Katariya Enterprise Maharastra
Dealers:-
Dealers are the person who have predefines assigned territories and
as to sales that territory only. They sales their good to the retailer and
store the goods as per their demand and capacity.
The company as get 10 dealers all over the Gujarat sates which are
covering almost every retailer in the market.

Let us see the various dealer of the company.

Dealers Territory
Vimal Agency Junagadh
Akash Agency Porbander
Ramji Sales Agency Surendranagar
Jemini Enterprise Ahmedabad
Atmiya Sales Agency Rajkot
Ashwiny Agency Amreli
Nathaji Agency Rajkot
D.K.Sales Agency Rajkot
Prathill Sales Agency Ahmedabad
Balaji Sales Agency

Retailers:-
Retailers are the person who buys the goods from the dealers as per
their sales and demand and sell the product to the final customer in
exchange they get a return in the form of commission.
As per Balaji is consent, they have got highest retailer in the Gujarat in
the snack food Industry. Balaji product can be found any were in the
super store to small ‘Chali Wala’ in the city.

Policies on distribution Intensity

Choice of marketing channels is interviewed with policy on distribution;
decisions are made on the desired number of outlets. Once the policy
on distribution intensity is the sales executive’s responsibility is to
interpret and implement. The sales executives his or her subordinates
and often even the field sales personnel most decide to use or not to
use particular distribution outlet.
Mass Distribution:-
The company following a policy of mass distribution aims for maximum
sales exposure by securing distribution through all those outlets from
which final buyer might expect to purchase the product.

Balaji marketing and Sales department vision is to make available its

product to customer whenever they need. The product availability
should not form away from the customer reach anytime when they
need product.

Therefore the company as not only distributed its product in food

stores but also Balaji product can also be found out in medical store to
fulfill the hungry of patients.

From we could easily analysis that how the company have done mass
distribution of its product. At present also they are no testing ideal and
think of increase their distribution of the product even in vegetable
markets and store.
Channel Function and Flow:-
A marketing channel performs the work of moving goods from producer
to consumer. It overcomes the time, place and possession gaps that
separate goods and service from those who need or want them.

Some function constitute a forward flow of activity from the company to

the customer’s other function constitute backward flow customers to
the company still other occur in both direction.

The question is not whether various channel function need to be

performed they must be but rather, who is to perform them. All
channels have three things in common. They use up scarce
resources, they can often be performed better through specialization
and they can be shifted among channel member.

Marketing function, then are more basic than the institutions that
perform them at any given time. Changes in channel institution largely
reflect the discovery of more efficient way to combine or separate the
economic function that provide assortment of goods to target
customers.

Channel members of Balaji is also helps the company to complete

various functions which are important for the company for decision
making are handle by channel member. This helps the company to
complete these functions more effectively & efficiently rather than
working in isolation.
Now let us see various functions, which are performed by the
channel member.
Marketing Research.
Marketing Research is a process of gathering information from the
market and to further scrutinize, disseminate and analyze this
information to take various decision.

Channel Members helps to gather information about potential and

current customer, competitors, and other forces in the market
environment.

Balaji Channel Members helps the company to carry on the research

and also provide valuable information, which can be helpful for
research and making decision.

Communication and Contact

As Channel Members are directly connected with the final customers,
so they can help in communicating company policies to the final
customers. They also help the company for implementation of various
scheme and promotion which company undertakes to takeover the
competition.
Balaji channel member helps the Company to do advertise through the
banners, bill boards for the product. They prepare & help the company
to implements certain schemes in the market.

Customizing
Channel Member also do the function customization and keeps
customers happy on behalf of the company. They reach agreements
on price and other terms so they transfer of ownership or procession
can be effected. They customize the deal as per the customer needs.

Negotiation
Company like Balaji always fill shortage in production in compared to
their Market demand. At that time channel member do a negotiation
with the manufacture to get or assigned more stock in their respective
territory.

Physical Distribution and Storage

Channel members help the company to cut their cost of logistic and
transfer the logistic cost to channel of distribution. They build huge
warehouse which even the company doesn’t possess and help the
company to cut down the storage cost.

In Balaji the produce goods are not kept more than 5 hours in their
compound. All the storage is been done by the Kataria Transport
Corp. They are handling all the logistic system of the company.
Kataria have build a huge warehouse opposite stock to the company’s
production unit.
Financing and Risk Taking
Channel Members acquire the funds to finance inventories at different
level in the marketing channel. They help the company to keep less
working capital and by that less blocking of money in the working
capital.

Balaji’s stockiest are also providing money of goods in advance before

the actual delivery of the product and due to these the company is able
to block less money in working capital.

Service
Company also builds service policy to serve their customer problems
and acquire them with solutions. In Balaji, the dealer also takes back
which have got default in their packing or due to any other reasonable
reason.

They also serve the customer to get solve their problems from the
company.
Types of Power in Channel Relationship
Power has been described as the last dirty word. It is easier for most
of us to talk about money than it is to talk about power. People who
have deny it, people who want it try not to appear to be seeking and
those who are good at getting it are secretive about how they get it.

A power is a natural process in any group or organization. To know

how it’s acquired and exercised we need to learn organizational
behavior. Although we have heard the phrase that “power corrupts,
absolute power corrupts absolutely”, power is not always bad. As one
another has noted most medicines can kill if taken in the wrong amount
and thousands, die each year in automobile accident, but are don’t
abandoned chemicals or cars because of the dangers associated with
them. Rather, we consider danger incentives to get training and
information that will helps us to use there forces productively. The
same applies to power. It’s reality of organization’s life and is not going
to go away. Moreover, by learning how power works in organizations,
you will be better able to use your knowledge to help you be a more
effective manager.

Power refers to a capacity that A has to influence the behavior of B, so

that B acts in accordance with A’s wish. As we organization divides the
work among the various levels and directs them in one direction to
complete the goal. Any dilution in the work by one level from standard
can create chaos to achievement of goal. Therefore, authority is
assigned at each level to complete the given responsibility.

Sales department is also assigned with the target and equal authority
to achieve these targets in form of their responsibility. On the back of
sales department the growth of the organization and company is
depend so they have got huge responsibility to be part in the firm’s
growth.

Balaji is also assigning full authority to their sales organization to carry

on their works. But as per our observation, Balaji’s sales organization
is not misusing their power on their channel member. Instead of that
they are using their power for the growth their channel members which
directly becomes a part of company’s growth. In Balaji two types of
power are been used by the company which an a under
Expert Power:-
Expert power is influence wilded as result of expertise, special skill or
knowledge expertise has become one of the most powerful sources of
influence as the world has become more technologically oriental
Balaji is giving their exertive to the channel member to how to do their
daily work properly. There are converting their channel member into a
professional unit which helps the company to achieve their goal.

Information Power:
Information power comes from access to and control over information.
People in an organization who have data or knowledge that other need
can take those other dependent on them.
Sales organization of Balaji has constant touch with the changes
company laws and food adulteration act practice. So the company as
also information on the consumer behavior and other related to final
consumer through constant research in the market. So the company
shows this information win their channel member to guide then
properly.

COORDINATION OF POERSONLAL SELLING WITH OTHER

MARKETING ACTIVITIES
In today’s competitive organization as become a human body and
each level in the organization are becomes its different functions. No
one department can work is with the other department and the
dependency as created n the organization for work synergically. Let us
see how Balaji sale organization and other department work in
coordination.

Sales and Production

Coordination of sales and production actual is essential, where as at

one time producer was started only after orders were on hard, today
most production is in of future sales.

Sales and Research and development as become a strategic

department for the firm to complete in the market and to overcome its
roads. Sale department products a exact information of customer
need for the product and R & D makes the product according to
specific instruction by the sales organization. Balaji as got same
working cultures.

Sales and Purchasing

Purchasing is a crucial task for the Balaji as some of the raw-material

of Balaji is seasonal product and its purchasing in bulk is only suitable
option and profitable dealing for the company.

The sales and purchasing department cooperates as sales

departments provides figure regarding sales forecasting , so that
adequate stocks of raw material, fabricating parts and other items can
be processed in advance to run production smoothly.
Sales Department’s External Relation
Philip kotler with his traditional 4ps has added additional 2ps known as
public relation and political relation to survive in this high competitive
market the firm has to establish a relation with the external bodies. Let
us see a Balaji is maintaining external relationship with its
environmental bodies.

1) Final Buyer Relations

Final Buyers, whether ultimate consumers or industrial users, are the
most important public that any marketer strives to please. The
competitive free enterprise system is based on the promise that
customer wants must be satisfied, individual customer prosper when
their products contribute to end.

Balaji see that its customer doesn’t face with situation of the
unsatisfaction with the product tastes and its availability in the market.

2) Industry Relations
Although trade associations have different objectives, two are of
special interest to sales & executives (1) to interpret the industry and
its problems to outside publics and (2) to encourage companies to act
in the public interest.

Balaji is also helping the whole economy & industry to solve the
industrial problem collaboratively & collectively. Balaji also takes part
in group advertisement, and also company has authorized its name in
industrial group. They are also a first company to be a member of USA
Snack Food Industry.
Government Relations
Government lays down the rules and regulations under which business
operate. Rules and regulations affecting the sales dept. are
continuously modified with shifts in judicial and administrative
interpretations.

Balaji also keeps a good govt. relations by implementing the laws of

food act as per govt. guidelines they also pay taxes as per govt. norms
in time keeping ethical base in the mind. Balaji is also going with the
rules of packaging, which are implemented by the govt. They are
giving nitrogen-packaged food to customer considering health standard
build by the govt. in the snack food industry.

Educational Relations
The Sales department has a sizable stake in educational relations.
Schools serve as training ground for future dealers, distributors, sales
personnel, and sales executive.

Balaji keeps very, close relations with the educational institutions.

They give a cordial & warmth welcome to their organizations to get
training in various departments. Company also assisting many schools
for their day-to-day transaction to get education in the society.

Press Relations
The press public consists of writers and editors of newspapers,
magazines, trade journals, news services, radio and television stations
and other media. On favorable media comments about a company, its
policies, products, or personnel image not only damage a company’s
reputation but impede its selling efforts. Bad publicity makes its difficult
to make sales and increase the cost of retaining customer. Good
publicity makes it possible to obtain sales at less expense.

Balaji also good press relations with local newspaper like Gujarat
Samachar, Jansata, Sandesh, Divya Bhashkar etc.

Policies on Distribution intensity.

Choice of marketing channels is intertwined with policy on distribution
intensity. At each level of distribution, decision is made on the desired
number of outlets. Distribution intensity a major roles in the success
companies sales growth. Distribution intensity makes product
available to the final customer at its convenience and need, Balaji
adopted mass distribution.

Mass Distribution
The company following a policy of mass distribution aims for maximum
sales exposure by secondary distribution through all those outlets from
which final buyers might expect to purchase the product. Balaji is
doing business law involvements well. The Balaji customer is also any
age group person, which wants to feed its hunger, can purchase the
product.

Also, competition is stuff in the snack food industry and these for the
product non-availability at time of its need could lose the customer for
the company.

So, in such case the Mass Distribution is only available tool to get
succeed in the market. Balaji is been successful in doing mass
distribution. And as per company resource, the company is able to
distribute the product anywhere, were its customer can ask for the
products.

Sales force Management

Sales force management is a specialized type of personal
management, whether personnel management focuses upon sales,
production, or office workers, the same set of problem needs
considering, but each problem varies in nature and importance.

Sales personnel of necessity are given fever rank than production or

office worker to a considerable degree, they are relied upon as
individual to plan and control their own activities. Most sales personnel
visit the home office only infrequently and centralized direction of their
activities making by phone and mail. The salesperson’s job provides
limited opportunity for face to face contact and supervision, so sales
personnel offer references to as “account administrators or territory
manager”.

Balaji is also efficiently using their sales force and increase their sales
force so much powerful that it can work in bad to worst situation. They
also able satisfy their sales force with the company policies.

Sales Job Analysis

Sales Job Analysis is the critical first step in modern sales force
management. Sales job requires systematic collections and study of
information on particular sales jobs, such as that of territorial sales
person. It involves determining the job’s objections and what the
person holding the job should do to recall them. It answers such
question as to whom does this person report? Who report to this
person? What products there person sales? What information should
this person gather?

Sales job analysis in additions, elects details on specific duties &

responsibilities, relations with customers, relations with other sales
department and company personal, and the others. In Balaji personnel
department is done the job analysis after a thorough discussion with
the sales dept.
Sales Job description
(1) The key output of sales job analysis is the job description. As
sales job description is an organized factual statement conveying the
report relationship of a person’s job to other jobs. (2) The job
objectives (3) Duties and responsibilities and (4) Job Performance.

In Balaji sales job description is made after a detail study of the

requirement of the job.

Job specification
Preparing a complete and accurate sales job description is simple
compared to preparing a complete and accurate sales job specification
the “duties and responsibilities” problem of the job description is
focused upon to determine the qualification that an individual need to
perform the job satisfactively. This set of qualification is called job
specification.

In Balaji, a salesman must be graduate, and should be able to

communicate in local language.

Recruitment and Selection

In simple terms recruitment is understood as the process of searching
for and obtaining application for jobs from whom the right people can
be selected.
Recruitment
“It is the process of finding and attracting capable for employment.
The process begins when new recruits are sought and ends when
these applications are submitted. The result is a pool of applicants
from when new employee are selected.

In Balaji, recruitment is done by Newspaper, applicant bank, colleges

etc.

Selection
Selection is the process of picking individual with required
qualifications and competence to fill job in the organization. At the
heart of a successful sales force is the selection of effective
representatives. Selecting Sales representative is simple of one knew
what traits to look for. One good starting point is to study their
customer and to see that what traits will be needed in sales man to
handle them as per company’s business nature. Most customer say
they want representation to be representative to be honest, reliable,
knowledgeable and helpful selection in Balaji wafers is done as per
standard rules and steps adopted by the industry.
 Conclusion

Balaji is turned into the needs of the comman man, giving him value for
money product based on taste and quality for hungry and immediate
food available at given time. Balaji is launching its new product on the
base of the consumer enduring and base of the consumer and growing
need for snake food. Even though in launching of new product
company’s basic ingredient taste and quality is prime factor.
Company’s sales distribution which stored unsystematically has
converted and developed itself in a systematical and technical system
which as help the company’s loyal customer they need anytime any
where in Gujarat.

Company’s sales and distribution is been seen same as system of

MNCs company like HLL and P&G. In the past the company sales &
distribution well end suite with the goal and need of the final consumer
receptively.

GUIDELINE

As after studying the sales and distribution system it is hard to final a

place where the company need a change in their work. Eventhogh the
company can makes its present sales and distribution more and hi-
tech by using information system. On the base of study and feasibility
following suggestion are given to the company.
* Company can use a supply-chain management system to
develop both backward and forward value chain to develop its
firm for 21st century. The company can reduce a distribution cost
 by using supply chain management and can be competent.
* Company should bring a proper training programme for its sales
force and channel member to properly understand company’s
vision, which they can help to achieve by becoming equal
participant in growth process.
* Company should either develop a new distribution system or
horizontally develop its present sales and distribution and to
cover large super and hypermarket, which are, now become a
reality rather dream.
* Company should develop a micro level or route plan, which
could easily cover the entire outlet where company can sell its
product with less distribution cost.
* Company is growing very good in gujarat, so that it should think
to develop market in other states.