MAJOR RESEARCH PROJECT

ON
MARKETING RESEARCH AND SALES
&DISTRIBUTION OF
“HALDIRAM”

Submitted for completion of the

requirements for Bachelors in
commerce(Honours) for session (2023-24)

Submitted To: Submitted By:

VARSHA MA’AM PARUL

HEC GROUP OF INSTITUTIONS

(Affiliated to Sri Dev Suman University Badshahithaul, Tehri Garhwal)
Laksar Road, Jagjeetpur Haridwar – 249408(Uttarakhand)

1
 DECLARATION

I hereby declare that the Project Report entitled “MARKETING

RESEARCH AND SALES & DISTRIBUTION” in “HALDIRAM’S COMPANY” is an
original work done by me & submitted to Department of
Management studies under the guidance of Dr. Prachi Nagar,
Professor, Institute of Advanced Management and Research
For the award of MASTER OF BUSINESS ADMINISTRATION.
For the further declaration that this report has been purely and
truly submitted to the respective college.

ASHWANI KUMAR

MBA

Roll no-1279270009

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 ACKNOWLEDGEMENT
“Perseverance inspiration and motivation have always played a key role in
success of

any venture”. I hereby express my deep sense of gratitude to all the personalities
involved

directly and indirectly in my project work.

I would thank to God for their blessing and my parents also for their
valuable Suggestion and support in my project report.

I express my sincere thanks to my company guide Mr. Gaurav Mahajan,

Manager of marketing & sales, Haldiram’s snacks pvt ltd, Noida for giving me an
opportunity to work under his guidance and support during the course of the
project. I would also like to thank Mr Avnish Sharma marketing team member,
Ghaziabad for their valuable inputs and suggestions that have played a crucial role
at every stage in the development of the project.

I would also like to thank MR. Anurag Goel (Senior Sales Officer) for his
guidance and better co-operation and help that is being provided in collecting the
data and filling the questionnaire.

I owe a special debt of gratitude to the entire individual and retailers,

distributors & consumers who helped me in completing the project and to all the
retailers for their better cooperation & help being provided by them
Last but not the least; I would like to express my sincere gratitude to all
faculty members who have taught me in my MBA curriculum and our Director
Prof. Tushar Kanti who has always been a source of guidance, inspiration and
motivation. However, I accept the sole responsibility for any possible errors of
omission and would be extremely grateful to the readers of this project report if
they bring such mistakes to my notice.

(ASHWANI KUMAR)

3
 TABLE OF CONTENT
1) Executive summary

2) Introduction

3) Company Profile

4) Product

5) Outlets

6) About the competitor

7) Objective

8) Research Methodology

9) Research Design

10) Data Analysis and interpretation

11) Swot Analysis

12) Marketing Mix

13) About the market

14) Findings

15) Suggestion

16) Limitations

17) Bibliography

18) Questionnaire

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 List of Tables & Figures

Sr No Particulars Page No.

Chapter 1 1.Introduction to project (need of the study)

1.1.1 Name of the Player

1.1.2 Product Range

1.1.3 Market Share

1.2 Company Profile

1.2.1 History

1.2.2 Company structure

1.2.3 Product Range

1.2.4 Financial Analysis/ Market share

Chapter 2 Literature Review(Related to Project Title)

Chapter 3 Research Methodology

3.1 Objective of the study

3.2 Research Design

3.3 Sampling Technique/Size

3.4 Data Collection Methods

3.5 Limitations

Chapter 4 Data Analysis and interpretations

Chapter 5 Suggestions and Conclusions

Chapter 1
INTRODUCTION

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 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 include, 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

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.

After all I create a daily survey report and listed the total shops
& canteens available in Ghaziabad. And then analyses the data which was
collected from market. And then come to a conclusion on the basis of that
analyzed data and information. After all it becomes possible to make a meaningful
and useful report.

INDUSTRY PROFILE
6
 HaldiRam’s Corporate Success Story – Dreams Blooming into Reality

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 & the bustling Chandni-Chowk in Delhi.

An important diversification was inroads into the restaurant business with

HaldiRam having 11 restaurants cum showrooms at premium locations of Delhi &
NCR with plan to open various outlets in Northern India.

Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S.
Agarwal and backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish &
Umesh Agarwal) and Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal
(Consultant) , Rahul Kathuria , VK Gupta, Mr. A.K. Tyagi) , today, the Vision
and Mission of the company is to have global presence as Food & beverage
company through
 Innovation
 Professionalization
 Expansion
 Strategic Approach
 and, Business Acquisition

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, SOMMERFIELD, 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

7
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. Non Resident 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 tonnes of
namkeens (56 varieties), 20 tonnes of chips, papad (7 varieties) and fun food and
5 tonnes 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 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, Sipneys, and Carrefore. From traditional
Indian sweets and savouries 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
8
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 skilfully 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.

9
 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.

 Kashalkar 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 year 2001-2002.

 MERA Delhi Award was awarded by Agricultural & Processed Food

Products Export Development Authority in the year 2004.

 AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business

School, Amity University for best H R practices (Retail) in the year 2008.

SALES TURNOVER (2008-09 TO 2012-13)

Sales Turnover Rs (crores)

2008-09 774
2009-10 937
2010-11 1177
2011-12 1477
2012-13 1736

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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.

INDUSTRY DISTRIBUTION NETWORK

FACTORY

C&F INSTITUTIONAL SALES

DISTRIBUTORS

WHOLESALERS RETAILERS

RETAILERS

CONSUMERS

Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar

Pradesh, Bihar, Jharkhand, North East.

PROMOTERS
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  Mr. Manohal Lal Agarwal (Chairman)

 Mr. Anand Agarwal (MD)

 Mr. Ashish Agarwal (Executive Director)

Board of director’s

Managing director

President

Sales and
Accounts & R&d marketing
Gm-
finance operation
manager s

I am working under the sales &

marketing manager Mr. Gaurav
mahajan.

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Products And Manufacturing
Units
Namkeens :: Produced at Haldiram Manufacturing Mathura road

HALKA
ALL IN BOMBAY FULKA
ONE CHANA CHANA DAL MIXTURE

ALOO BOMBAY CHANA JOR HARA

BHUJIA MIXTURE GARAM CHIDWA

BOONDI
BANANA BHUJIA CHIDWA KABLI
CHIPS MIXTURE PLAIN CHANA

BANANA CORN
CHIPS BOONDI FLAKE KAJU DAL
MASALA MASALA MIXTURE BIJI

BANANA
CHIPS BOONDI KAJU
SALTED PLAIN DAL BIJI MASALA

BANANA
CHIPS
TANGY BOONDI KAJU
TOMATO RAITA GHATIA MIXTURE

FALAHARI KAJU
BHELPURI CHAIPURI MIXTURE SALTED

FALAHARI KANPURI
BHUJIA CHAKOLI WAFFER MIXTURE

BHUJIA CHANA GUJRATI KARANCHI

PLAIN CRACKER MIXTURE MIXTURE

SAMOSA OM PURI NAVRATTAN KASHMIRI

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 MIXTURE

NIMBU KAKHARA
SEM BEEJ PANI PURI MASALA CORIANDER

SAHI PUNJABI KAKHARA

MIXTURE TADKA NUT MIX JEERA

MOONG
DAL METHI KAKHARA
MASALA SEV LONG SEV MASALA

MOONG
DAL MINI
MAST BHAKAR MADARASI KAKHARA
MASALA BADI MIXTURE METHI

MOONG
DAL
CHATAK MOODI MASALA KAKHARA
MASALA MIXTURE TWIST PLAIN

KHATTA MOONG
MEETHA DAL MATHRI  

Namkeens: Produced at Haldiram Manufacturing – Gurgaon

BHELPURI MOONG DAL

MASALA
BHUJIA
Namkeens:: Produced
MOONG DAL MAST at Haldiram Snacks Pvt
BHUJIA PLAIN
MASALA Ltd – B1 Noida
MOONG DAL

MOONG DAL PANIPURI

CHATAK MASALA

Bhujia Aloo bhujia Khatta mitha

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 Navrattan Moong dal Panjabi tadka

All in one Dal biji Bombay mix

Kashmiri mixture Shahi mixture Kaju mixture

Chana dal Chana cracker Chana jor gram

Bombay chana Kabuli chana Long sev

Methi sev Karodpati Teekha sev

Chilli pataka Bikaneri malai Chatpata matar

sev

Nimbu masala Hara chidwa Halka fulka mixture

Gujarati mixture Mini bhakhar chakoli

badi

Madrasi mixture Murukku Cornflakes mixture

Snacks ( Items & Products in this category )

Snacks :: Produced at Haldiram Snacks Pvt Ltd – B1 Noida

Pudina Treat Takatak

Aloo Masala
(Chips) Masala

NATKHAT
Classic Salted Sour & Cream
TOMATO
(Chips) Onion
(Takatak)

Mast Masala Cheezi Balls

Boletos
(Chips) (Whoopies)

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 Tangy Tomato Chatpata Stix
 Ringos
(Chips) (Whoopies)

Papri chaat Heart Beat

Aloo masala 
(Chips) (Whoopies)

Sweets ( Items & Products in this category )

Sweets :: Produced at Haldiram Snacks Noida

Kalam
Rasgulla Chamcham
petha

White
Rasmalai Rajbhog
Rasbhari

Kesar Kesar
Gulab jamun
Rasbhari Gandheri

Soan papdi desi Soan papdi Soan papdi

ghee vegetable chocolate
ghee

Soan papdi Soan papdi Soan cake

coconut orange

dry petha Patisa Soan halwa

COMPETITORS

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COMPETITORS OF HALDIRAM’S

The snack industry in Ghaziabad is highly competitive where not only National
and International brands exist but also local brands have made their prominently.
Among all HALDIRAM”S has the advantage of early mover but others also
picking up quickly. There are many competitors in Ghaziabad for Haldiram’s
which a matter of concern. The list of Haldiram’s competitors is as follows:

Snacks
 Bingo

 lays,

 kurkure,

 oye oye,

 Diamond

 Some local regional players

Namkeens

 Bikaji

 Bikaner wala,

 jain’s,

 bikano,

 Balaji

 Lehar

 Some local regional players

Papad

 Lijjat

17
  Bikaji

 Some local regional players

Sweets

 Bikaner wala

 Bengali sweets

 Bikaner

 Some local regional players ( sudha ,paras)

Syrups

 Roohafza

 Kisan

 Dabur

 Some local regional players

Ready To Eat (RET)

 milk maid

 nestle

 Some local regional players (Aussi food pvt. Ltd. (Rte) delhi; Arkriti
foods pvt ltd. (rte) delhi)

Biscuit
18
  Britannia

 priya gold

 bakeman’s

 parle

 sunfeast

 Some local regional players

RESTAURANT

 Nathu’s

 Evergreen’s

 Bengali Sweets

 Sagar Ratna

 McDonalds & Nirulas

 Yo! China

 Local Sweet Shops

OBJECTIVES OF THE
PROJECT
19
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 channel, 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.
 To study about consumer and retailers perception regarding
Haldiram’s namkeens and chips
 To carry out a competitive analysis of Haldiram’s Snacks vis-à-vis
competitor brands in the same segment available in Ghaziabad based
on parameters such as pricing, product range, packaging, profit
margins to retailers, discounts and credit policies provided to
retailers.

SCOPE OF THE PROJECT

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.
20
During this project, I did a survey which reveals the current status of the
companies services and the competitors position in the market. And the outcomes
of that survey company can use for their enhancement and to increase their
business.

USE AND IMPORTANCE OF PROJECT-

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’s 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

METHODODLOGY
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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

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

Sample Design

 A sample design is a definite plan for obtaining a sample from a given

population. It refers to the technique or the procedure the researcher would adopt
in selecting items for the sample. For these investigation

Sample size: -

 For market visit- 100 retail outlet.

 For consumer survey – 100 customers
 Trending- previous 2 year data

Area of operation: -

 For market visit- Ghaziabad

 Forecasting & trending - sales

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Area of sampling: GHAZIBAD

Vasundhara

Vaishali

Patelnagar

Pratap Vihar

Rahul Vihar

Vijaynagar

Kavinagar

Sanjay Nagar

Modinagar

Muradnagar

Duhai

RAJNAGAR

23
 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

24
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
 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-

Four types of research methods:

 Qualitative-
25
  Quantitative
 Mixed (qualitative and quantitative)
 Critical and action oriented

In these report data is collected by means of survey. A format was made for
collecting the data in which important questions was being prepared for collecting
the data e.g. to know the market share of haldirams total demand existing in the
market what’s the share of competitors .consumers preferences tastes and age
group which mainly use the products of haldirams, class of people mainly using
haldirams products. What are tools and techniques that are being used by the
company to increase the sales of company?

Field works

For interviewing the retailers & distributors went to each and every shops &
outlets where namkeens chips and other things of company was sold school,
college, hospital, Dhabas, restaurant of Ghaziabad. Thus I interview about 100
retailers canteen owners and the entire distributor over the entire Ghaziabad. I
asked them to help me in filling the format of questionnaires for collecting data.

MEETING WITH THE DISTRIBUTERS

We have taken prior appointment with the distributors who supplies Haldiram’s
products in the various areas of Ghaziabad. We fix our appointment on different
dates with different distributors. The Distributors which we have covered are:

 Madhur traders
 R.S. Distributors
 Balaji enterprises
 Dhanshree enterprises
26
  Sanchar System
 Ashok Traders

We have covered these 6 Distributors and work with them in selling &
distribution of haldiram snacks and namkeens for the purpose regarding the retail
penetration of the Haldiram’s Western Snacks for fulfilment of our project
objective and to know the various aspects of distribution and the pros and cons of
the Haldiram’s products.

We met these Distributors and discussed about the following things:

 Which types of Packaging he is supplying in the market?

 How many retailers he is covering?
 Which packaging account highest sales?
 What schemes you are getting and what type of schemes you are offering to
the retailers.
 What is the frequency of reorder?
 What are the profit margin they gets?
 Market penetration of products.
 Storage and transportation issue.
 Replacement they get and provide to the retailers.

Madhur traders

 We visited Madhur traders many times during the training period

 He is working with Haldiram’s from past 1 and half years.
 It is owned by Mr. Sandeep gupta
 He is covering around 200 retailers in Muradnagar market.
 He stores large SQ’s of all namkeens
 He gets 7% profit margins of total sales.

R.S. Distributors
27
  We had visited R.S. Distributors five times
 It is owned by Mr.Kapil
 He is working with haldirams from 2 month
 He is covering Pratap Vihar Market
 He stores snacks and small namkeen
 He is new in distribution areas
 He gets 7% profit margins of total sales.

Balaji enterprises

 It is owned by Mr. Kuldeep.

 He is covering around 400 retailers.
 He stores all trading products
 He is working with haldiram from last 5 years
 He gets 7% profit margins of total sales.
 He is not getting any schemes

Sanchar System

 It is owned by Mr. Krishlay.

 He is covering Vaishali and Vasundhara market.
 He stores all large namkeens
 He starts working in haldiram from 15-07-2013
 He gets 6% profit margins of total sales.

PROS AND CONS OF HALDIRAM’S ACCORDING TO THE

DISTRIBUTORS

After taking the interview with distributors there are few pros and cons which
comes to account and which contribute a very important positive and negative
things about the Haldiram’s. The various pros and cons of Haldiram’s are as
follows:

28
Pros:

 Quality of Haldiram’s is quite good as compared to the other brands

available in the market.
 The Brand equity is high.
 The Price is at par with the other running brands in the markets.
 The weightage of packaging is good
 The Taste is very good.
 Products are available in a large variety.

Cons:

 The profit margins are less

 Company does not give sales person for the distribution.
 The distribution is uneven, not supplying the demanded products on time.
 Very less promotional activities
 No schemes provided.
 No incentives offered to the Distributors.
 The replacement of expired products takes a lot of time.
 The chips manufactures in different batches taste different from every
batch.
 Irregular supply of SQ’s to the distributers
 Frequent changes in the packaging
 lot of packets without air in the case

SUGGESTIONS GIVEN BY DISTRIBUTORS

After discussing various things with the distributors, they have given few
suggestions how Haldiram’s can improve distribution and other important things
to increase the sales and satisfaction level with Distributors and retailers. There
are following suggestions:

 Haldiram’s should give sales person support to the distributers

 Haldiram’s should improve their promotional strategies to make the local

people more aware of its entire range of its products.

 Haldiram’s should provide motivating incentives schemes.

29
  Haldiram’s should replace the expired products and rat cutting also in less
time.

 Haldiram’s should improve the supply of products from the C&F agents to
the distributors.

DATA ANALYSIS AND

INTERPRETATION HYPOTHESIS

TEST
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 has been removed that is (incomplete answers, left
blanked answers)
 Mistakes that has been accursed in collecting the data has been removed

HYPOTHESIS TEST

30
  The various method of hypothesis test that has been used in analyzing the
products are various test like
 Z TEST
 F TEST
 T TEST
 CHI SQUARE TEST

 PARAMETRIC TEST
 NON PARAMETRIC TEST
Parametric and non parametric test both has been used to analyse the data
and has been tried that data should represent the true data.

NAMKEENS SHARE IN GHAJIBAD

MARKET

Sales

13%

17%

HALDIRAM'S
BIKANERWALA
BALAJI
60% OTHERS

20%

31
 The data about consumptions and different namkeens sold in market has been
collected and it has been observed that haldirams capture highest percent share in
namkeens and it is about 60% share, balaji captures 17% of market
share ,bikanerwala holds 20% share of market and rest has been captured by other
brands.

32
 DEMAND OF CHIPS IN GHAZIABAD MARKET

Among the different brands of chips that is being sold in market .on basis of

Chips share in ghaziabad market

9%
7% 30%

Lays
12%
Haldiram's
ITC
Bikano
Oyes
Others

15%
27%

data collected and analysis lays captures highest share in market that is 30% of
market share, haldirams also captures quite good share of market. On analysis %
share of different brand is shown

33
 Different consequence that adds in sales volume

45%
40%
35%
30%
25%
20%
15% Series1
10%
5%
0%
ST
E G TS TS S
IN EN EN ND
TA A G
M A
CK ISE SE
M BR
PA RT O R
DVE END
A

Various factors that helps to increase the sales volume of products

Taste is the major factor on which sales of a product depends .there are also
secondary factors on which also quite good share of sales depends that is
advertisements, packaging, brand and other factors.

34
 PACKET SIZE

80% 75%

70%

60% 60%
50%
50%
Series 1
40% 40%
Series 2
30% Series 3

20%

10%
Series 3
0%
Series 2
18 gm
42 gm Series 1
47 gm
77 gm

Sales of products also depends on packet size of products it can be easily seen that
15gm packet size is sold in much higher volume compared to120 gm or 60gm. So
it can be interfered that packet size also affects sales volume. There are people of
different type and classes so that’s why smaller packet size is sold in higher
volume.

35
 140

120

100

80
Series1
60

40

20

0
0-20 20-40 40-60 60above

Different age group users of namkeens of different 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 childs are the persons who
are occupying highest share in sales volume of these products. other age persons
are occupying 40% sales volume of all these products.

36
 140

120

100

80
Series1
60

40

20

0
takatak chips whoopies

Among the different brands of haldirams western namkeens products that is

takatak chips whoopies. chips is mainly the segment which captures highest share
in the market and it is also sold in higher volume compareable to other products.

Takatak is also sold in good volume as comparable to whoopies, takatak also

occupies good volume of market share.

Whoopies is not sold in higher volume but in future it may be sold in good
volume because consumers are not aware of these product.

37
 others
39%
quality quality
50% packaging
others

packaging
11%

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

survey it has been observed that it is major factor on which sales volume of
product depends.

Packaging also occupies good share in sales of a products it is also demand of

today era and on it sales volume of products depend.

Others factor is also quite essential for sale of a product e.g. advertisement, brand
and other factors also occupy quite a good percentage.

38
 12

10

8 yes
no
6 cant say

0
1

Surveys of consumers are you satisfied with Haldiram’s products

While doing the survey it has been observed that maximum consumers of
Haldiram’s are satisfied with products that is quality , packaging ,tastes and other
factors.

There are few consumers they have said that they are not satisfied with
Haldiram’s product they said that quality is not up to the mark.

There are some consumers who said neither yes nor no that is can’t say.

39
 ocasionally regular
18% 32%

regular
part-time parttime
50% ocasionally

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.

40
 BRANDS AWARENESS OF CONSUMER FOR CHIPS SEGMENT

BRAND AWARENESS FOR CHIPS SEGMENT

15%
23%
LAYS
HALDIRAM'S
10% ITC
BIKANERWALA
OYES
OTHERS
14%
21%

17%

There are so many brands that offer there products in market

Lays:- everyone is aware of these product and so it occupies highest sales volume

Haldirams it is known brand and performance is quite well

Itc is also a renowed brand but its performance is not up to the mark as it spends
huge money in promotion

Bikanerwala is a growing brand

Oyes is also a quick growing brand

Others struglling to capture the market

41
 BRAND PREFERENCE OF CONSUMERS
60

50

40

30

20

10

0
lays itc haldirams bikano others

Series1

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.

42
 TOTAL CONSUMPTION OF DIFFERENT
BRANDS
others lays
19% 21%

balaji
6%

bikanerwala
9%

haldirams
30%
itc
14%

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

Bikanerwala still trying to capture the market and thers are also trying.

43
 Swot analysis

Strength Weakness

Opportunity Threats

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 through out the year.

5. Employees are very much devoted to there 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.

Opportunity

1. Steel big empty market

2. Huge demand in the month of August to March.

44
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.

45
 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 , Pickles , papad , Syrup , Woopies

Chips

There are six flavors in chips classics salt

 Pudina treat

 Paprika

 Mast Masala

 Bolelos

 N salt

46
 Taste of chips

Pudina treat - Taste of pudina

Peprika - Taste of green chill

Mast masala - Taste of Tomato

Classic salt - Plain $ only salted.

Boletos -

N salted - Masala salted

Ruffles:-

 Takatak

 Whoopies

Namkeen:-

 Bhujia
 Aalu Bhujia
 All in one
 Kaju Mixer
 Kashamiri mixer
 Bombay mixer
 Nut cracker

47
 Peanut

 Plain
 Salted
 Masala
 Panch rattan
 Khan meether
 Neembu Masala

Channa

 Bombay Channa
 Madrasi Channa
 Kabli Channa
 Channa Dal

Mix

 Pinnet Mix
 Mirchi Pinnet
 Chatpati Dal

Papad

 Javitri
 Medium
 Panjabi
 Mirchi

48
 Syrup

 Mango pana
 Kaala khata
 Thandi
 Badam kesariya
 Rose
 Khus
 Lemon

Pickles

 Mango
 Mirchi
 Lemon
 Mix

Sweets

There are so many sweets at show room but only few are available in packets and
canes

 Soon papari
 Soan cake
 Raasgulla
 Chumchm
 Gulab jamun

49
Cookies, biscuits and cake are available in retail market

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

Warranty

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

accidentals.

Price:-

50
 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

Note:-Discount coupon are double edge sword , to the customers because when customer

gets and discount coupon He/ She goes to show room of Haldiram’s and buys another

product and thus he become a new customer another product.

51
 Place

One of the most important thing any companies is the place. When the

company sales its product and for a good sales volume, the listenable things are

segmenting targeting, and positioning is must. For this work the company

recognized its customer i.e. who are the customer and where are they. Then he

starts working.

The coupon its customer and market place. Then target them

and after all it creates a position in the customer mind.

The Haldirams work in to ways since it is the market

leads in Namkeen market so, it does not care of its competitor and need not to

work more for its promotion and position due to its quality and brand name , but

for chips its work regularly.

52
 The company segment its market in two type .

1. Retail market

2. Institutional market.

Retail Market

The company has kept all the open market as retail market in miss all the shop,

Early shops, grocery shop, and general store are included.

Institutional market

In this segment the company has kept all the institutional shop/ contents. In

this segment collage canteens, school canteens , hospital canteen,

Restaurant, cinema halls, shopping malls, its are included.

53
 ABOUT THE MARKET

54
 List of account visited in survey and their status

55
Sr. No. Name Of Account Address Phone Remarks

1 Shri Balaji Hotel Delhi- 8057873418 Monopoly Of

Meerut
Road, Haldirams
Modinagar,
Ghaziabad
2 Chaudhary Hotel Delhi- 9720651137 Running
Meerut
Road,
Modinagar,
Ghaziabad
3 Satguru Delhi- 9634963714 Running
Meerut
confectionary Road,
Modinagar,
Ghaziabad
4 Welcome hotel Delhi- Running
Meerut
Road,
Modinagar,
Ghaziabad
5 Yadav Dhaba Delhi- Running
Meerut
Road,
Modinagar,
Ghaziabad
6 Suman Theatre Delhi- 935870112 Running
Meerut
Road,
Modinagar,
Ghaziabad
7 Shiv Confectionary Delhi- 9837510865 Running
Meerut
Road,
Modinagar,
Ghaziabad
8 Guru ji Delhi- 9557017026 Running
Meerut
confectionary Road,
Modinagar,
Ghaziabad
10 Pawan Sec-5, 9210900091 Running
Vaishali,
departmental store Ghaziabad

11 Priyanka store Sec-5, 9350590229 Running

Vaishali,
Ghaziabad

12 Sonu traders C-2a 9312059472 Running

Janakpuri

13 Charu store Raj nagar Running

56
sanjay nagar
 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.
 Second problem is wholesale market; the wholesale market is creating
problem entering in distributors areas.
 The problem faced by the distributors is lack of stands in market. This
problem disturbs the distributors and retailers both. Retailers demand stands
to distributors because executive of others company does not allow to use
their stands to put our product.
 There are no any wall paintings or banners in canteens as signage of
Haldiram’s product while the competitors are providing many facilities like
this.

57
 Suggestion

 Company should consider the problems of retailers and canteen’s

owner.

 Company should problems of distributors.

 Resettlement of dispute like non payments and wrong commitment

problems is necessary by another executive.

 Stand should be provided to needy retailers because another

company’s executive creates problem.

 Company should give the stands and racks to each and every

counters where its product is sold.

 Company should prevent the interference of distributor in each others

areas.

 Company should prevent the undercutting in market.

 Company should prevent the wholesale disturbance.

 Company should give the incentives to its executives as extra

benefits after salary.

 Company should listen and care of sales executive.

 Company should recognize the problems in market.

 The very necessary work is market screening and recognizing the

strength and weaknesses of competitors.

58
  Company should spend some amount on advertisement of its

products because the competitors are using celebrities as their

promoter in ads. For Kurkure Juhi Chawla and for Lays Saif Ali

Khan.

 Company should provide display to canteens and cafeterias.

 Company should paints the walls of cafeterias time to time because

its competitors do this, this will bound the retailers to sale our

product.

59
 LIMITATIONS OF THE STUDY

 Absolute sales figures obtained from the survey through retailers may be
inflated.

 The brand level penetration study is limited because the project is only
dealing with Western Snacks and namkeen products and not the entire range
of Snacks products available.

 Absolute sales figures for competitor brands obtained from sample space of
retailers are insufficient to draw an analysis of sales performance for
competitor brands.

 Given the time limit and scope of the project Market Penetration of
Haldiram’s Western Snacks has not been calculated using the method of
Total Sales to Total Consumer Base. Penetration percentage of Haldiram’s
Western Snacks in the study will denote only an estimate of the availability
of the product line in the Retail market.

 Given the time limit and constraints Competitive Analysis does not include
identification of Indirect Competitors (substitutes).

 Interviewer’s judgment is used to fill the questionnaire according to the

responses given by the retailers.

60
 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

 William G Zikmund, Barry J Babin, Jon C Carr(2009). Business Research

Methods, 8th Edition, South Western Educational Publishing, United
States.
Websites-

 http://www.haldiram.com

 http://en.wikipedia.org/wiki/Sampling

 http://www.emeraldinsight.com/

61
  Dr. Pankaj Madan, Gurukul Kangri, Retail industry: Next growth engine for
Indian Economy. Available from :
http://www.scribd.com/doc/18286308/Retail-Industry
 http://www.indiainbusiness.nic.in/

 http://www.slideshare.com/

 http://en.wikipedia.org/wiki/Retailing_in_India

 http://www.bizmove.com/general/m6j.htm

 http://www.business-standard.com/india/news/modern-format-stores-
growing-strongly-acnielsen/262342/
 http://profit.ndtv.com/news/show/assessing-the-impact-of-organized-retail-
on-kirana-stores-89419

62
 QUESTIONARIES ON GHAZIBAD AREA ON

WESTWRN NAMKEEN &NAMKEENS

NAME

AGE

SEX

LOCATION

Q1 which product is sold in higher volume

Ans takatak

Chips

Whoopies

Q2 which of the company western namkeens are sold in the market

Ans Itc

Lays

Haldirams

Q3 which class of people are mostly using namkeens

Ans higherclass

Middleclass

Lowerclass
Q4whom do you think to be comptetior of haldirams in western namkeens

Ans bikaji

Itc
Lays

Q5 Total share of haldiram namkeens demanded in the market

63
Q6 total share of other brands namkeens demanded in the market

Q7 what volume of total demand of western namkeens persist in the market

Q8 What age group are mainly using western namkeens

Ans 0-20

20-40

40-60

60above

Questions to consumers

Q9 which product you like most

Ans takatak

Chips

Whoopies

Namkeens

Q10 haldirams namkeens are easily available or not

Ans yes

No

Q11which type of user you are

Ans regular

Parttime

Occasionally

Q12hou many times you used western namkeens

Ans once aday

Twice aday
64
 Many times aday

Q13Which product you like most

Ans haldirams chips

Bingo

Lays chips

Kurkure

Q14 are you using western namkeens first time or you are regular user

Ans yes

No

Q15which size or volume you are using

Ans 18gm

42gm

47gm

77gm

Q16why western namkeens are more demanded than traditional

Ans yes

No

Q18 Any improvement required

Ans quality

Packaging

Others

Q18 what are expectations from western namkeens

Ans

65
66