CHAPTER-1

INTRODUCTION

After China, India is the second largest food producer in the world with the
potential of being the number one in the future. The recent surprising rise in the
packaged and processed foods demands noted mainly in the metropolises, are due
to a variety of reasons. The metropolises are the biggest consumer of packaged
food. This can be attributed to the drastic change in the lifestyle of the consumers
of packaged food in the metros. Prevalence of nuclear families, working parents,
bachelors refusing to eat out in the, who are mostly engaged in time pressured jobs
hardly have the time and expertise needed to cook a conventional meal, which has
affected their food habits in a major way. Packaged food is a smart solution which
saves both the time and rigors of cooking a conventional meal. Increasing health
awareness amongst the consumers also makes packaged food a ready preference
since packaged food contains ingredients such as herbs, vitamins, minerals, pro-
biotic and other essential nutrients.

In India, there are many brands which deal in the packaged food like Haldiram,
Bikano, Satmola, Pooja, Lays, kurkure, diamond, Bingo, Parle etc.

In this project we compare the two company which are Haldiram and Bikano, with
the help of questionnaire which will asked form the retailer and consumer

1
 CHAPTER-2

COMPANY PROFILE

2.1 HALDIRAM

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

2
  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 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.

3
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.

4
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 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.

5
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.

6
PRODUCTS OF HALDIRAM

7
2.2 BIKANERVALA

Bikanervala is one of India's most prominent families in the business of traditional

hospitality products like Sweets

and Namkeens. Our forefathers devoted their

lifetime in developing exclusive recipes which
are now our proud family secrets. To this
wealth of inherited knowledge our new
generation has now added another dimension -
Modern Technology.

Today, BIKANERVALA FOODS PVT. LTD.

is an ISO 9001:2000, HACCP and SQF
2000cm certified company with four modern manufacturing units in the National
Capital Region and a chain of 101 outlets in India and abroad, serving vegetarian
North Indian, South Indian, Continental, Chinese cuisine and Fast food along with
a vast variety of traditional Indian sweets and snacks.

The traditional Indian sweet shop cum restaurant is an experience in itself. Here
you can find the pleasure & warmth of traditional Indian Sweets, Namkeens, Chaat
& Snacks and 100% pure Vegetarian multi cuisine restaurant which is served &
delivered with passion and celebration.

8
Bikanervala’s concept always has been to innovate and yet maintain the original
flavour of traditional Indian food with primary focus on quality, hygiene and
affordability.

Customer satisfaction is like a religion at Bikanervala and that is why we have

been able to keep our century old tradition alive. Bikanervala showrooms are
located in India, Nepal, UAE & New Zealand.

9
BIKANO

Bikano is our international brand of packaged Sweets, Namkeens, Papad and

Sherbets, manufactured to the world standards of hygiene and quality. Bikano’s
packaged products have always been a big hit with customers in both India and
abroad.
Their food products like namkeens, cookies and syrups have made it the most
preferred in between meal snack all over the world.

Bikano’s concept of constant innovation through the use of modern technology for
packaging retains its original flavour for maximum time period. With this vast
variety of finest packaged products one can always ready to celebrate a sweet
moment , any time , any where. Bikano products are available in Bikanervala &
Bikano Chat Cafe showrooms and in leading super markets and retail stores in
India & abroad.

10
BIKANO CHAT CAFÉ

Bikano Chat Café is a new age concept of Bikanervala aimed at establishing a

strong network in the corporate and the retail segment.

It is a chain of fast food restaurants and Tuck Shops serving traditional Indian
Chat, Combo Meals, Burger, Pizza and Snacks in a modern hygienic
enviornment.Their main focus has been to provide exquisitely packaged traditional
food at an affordable price to wherever their customer groups are located, be it
corporate houses, malls or even exhibition stalls.

Their innovative menu and state-of-the-art manufacturing and delivery systems

ensures original flavour from base-kitchen-to-customer.

VISION

To savour and share the century old culinary

heritage of Bikanervala with ultimate taste and
relishing freshness and ensuring superior
customer experience by providing highest
standards of product quality & service.

11
 Business Network

National Business

Bikano has always been a name to reckon with for its traditional Indian snacks like
namkeens, sweets, cookies and sherbets. With the advent of modern technology of
packaging, its products reached far and wide across India and became an instantly
popular. There is a stringent control on quality of each and every product that goes
out of its factory, which is why it has been awarded ISO 9001: 2000 by UL India
Ltd.

Also, it is one of the very first packaged food export house registered with the
government of India and it is one of the largest in its sector.

The snacks and savouries are packed in convenient sizes and can be brought at
affordable rates. Moreover, there are special gift packs, with assorted range of
sweets and namkeens for festivals and occasions that makes Bikano a perfect gift
item.

Its large distributor network across India ensures that the products reach every
nook and corner.

12
International Business

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

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

13
 MANUFACTURING

PRODUCTION

PACKAGING

QUALITY CONTROL

 PRODUCTION

Bikano prides itself in successfully integrating ultra modern technology to

manufacture its traditional food products in their 5 factories across India.

Their products are quite well known for being healthier than the oily snacks
that are found outside since they are fried in machines which are
programmed by Programmable Logic Controllers (PLC).

They have always been in the forefront in pioneering new technology for
modifying traditional sweet recipes of Kaju Burfi, Khoya Burfi, Patisa, Soan
Papdi etc. to having a longer shelf life and exporting them abroad.

They are specially packed under ambient conditions through an application

called MAP (Modified Atmosphere Packaging).

14
 The canned food products are very popular amongst Indians abroad, and
utmost care is taken to ensure that each of the products undergoes stringent
quality test.

 PACKAGING
Bikano has always been in the forefront in adopting new technology for its
products. Their state of the art canning and packaging technology ensures
that the products have a longer shelf life without losing their freshness.

The 3-ply laminate packaging extends the shelf life up to a year. It has
successfully adopted the system of Baby Carton and Master Carton to
facilitate the sale of items in Departmental Stores and Shopping Malls,
which are very popular in the Western Countries.

Even the highly perishable sweets are packaged in such a way that they have
a longer shelf life without losing their traditional taste.

 QUALITY CONTROL
Every product that comes out of Bikano’s factory is passesthrough stringent
quality checks before it reaches the customers.

Their state of the art manufacturing process has been awarded ISO 9000:
2008 by UL India Ltd and they are also an HACCP and SQF 2000 CM
certified organisation by SGS India Ltd.

15
 The Quality Assurance Department has world class testing facilities for
Colorimetric, Chromatographic, Chemical, Bacteriological and Physical
analyses thereby ensuring quality of raw material, packaging material,
packing material and finished goods.

The quality standards are at par with the requirements of FDA, and Australian
and New Zealand regulations. The demand for their products are a testament to the
quality standard held by Bikanervala.

16
PRODUCT OF BIKANO

NAMKEEN & SNACKS

17
PAPAD

SWEETS

18
GIFT PACKS

19
 CHAPTER-3
COMPETITORS
SOME COMPETITORS OF HALDIRAM’S AND BIKANO

The snack industry in New delhi is highly competitive where not only National and
International brands exist but also local brands have made their prominently.

Snacks
 Bingo

 lays,

 kurkure,

 oye oye,

 Diamond

 Some local regional players

Namkeens

 Bikaji

 Bikaner,

 jain’s,

 Balaji

 Lehar

 Some local regional players

20
Papad

 Lijjat

 Bikaji

 Some local regional players

Sweets

 Bengali sweets

 Bikaner

 Some local regional players ( sudha ,paras)

Syrups

 Roohafza

 Kisan

 Dabur

 Some local regional players

Ready To Eat (RET)

 milk maid

 nestle

21
Biscuit

 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

22
 CHAPTER-4

RESEARCH METHODOLOGY

4.1 OBJECTIVES OF THE STUDY

The objective of my project

 To study the marketing strategies and brand loyalty of Bikano and
Haldiram.

 To study of product mix of Bikano and Haldiram.

 To study the behavior of the retailer with respect to attributes such as

brand loyalty and come up with recommendations as to what all needs
to be considered keeping the retailer in mind.

23
4.2 RESEARCH METHODOLOGY OF THE STUDY
The study adopted in the project exploratory the project makes use of sample
amount of data to arrive at the conclusions. It does so by paying equal attention to
both quantitative as well as qualitative data. This data is of extreme help as almost
all the steps of the study are dependent on the reliability & accuracy of this data.
Care has been taken to ensure that these figures are foolproof.

Methodology that was adopted while collecting data is tried to be kept as free of
subjectivity. The following methods were employed:
 Collection of the data from the retailer & customers.
 Verification of this data & preparation of revised project report and
projections submitted by the company and suitability of the mix of old &
new propose machinery to process this product mix.
 Market survey regarding comprehensive study of product and price of
Bikano vs Haldiram.

4.3 DATA SOURCES

a) PRIMARY DATA

It is a fresh data, which is collected by the researcher himself. The

primary data that collected were the first hand information, which I
received through personal interview with the retailers & customers and
through questionnaires. This data gave the most vital information for
making my analysis of preference of retailers & customer in Namkeen.

24
 b) SECONDARY DATA

It is data, which is already present in the records and is collected by

someone else. Secondary data involved in my research were the
information that I collected through the internet service of Bikano and
Haldiram and through the various books of marketing.

4.4 QUESTIONNAIRE DESIGN

Questionnaire is one of the most important and commonly used research

instruments to collect primary data.

It is self-administered process whereby the respondent himself reads the

questions and records his answers without the assistance of an interviewer.

Multiple-choice questions were asked from the interviewer as it consumes

less time and give us the exact answers. The main objective of choosing
such question was to extract the clear picture of preference, comprehension
in the Namkeen Company between Bikano and Haldiram.

25
4.5 SAMPLE DESIGN

 Sample element: The member selected from the population for

doing the survey constitutes the sampling element. A sample 50
retailers & 100 customers were taken as sample elements.

 Extent: The survey was conducted in the south-west Delhi region

only.

 Time frame: Total time duration for the survey took almost two
months.

 Sample size: 150 were the sample size of the survey.

 Technique: The technique is used in the collecting data is

descriptive.

26
4.6 LIMITATIONS OF THE STUDY

 The method will be unsuitable if the number of people to be surveyed is very

less as it will be difficult to draw logical conclusions regarding the
satisfaction level of retailers.

 Interpretation of data may vary from individual depending on the individual

understanding of the product features and services of the Bikano and
Haldiram.

 The method lacks flexibility. In case of inadequate or incomplete

information the result may deviate.

 It is very difficult to check the accuracy of the information provided.

27
 CHAPTER-5

DATA ANALYSIS& INTERPRETATION

ACCORDING TO RETAILER
AWARENESS OF

BIKANO 0%
HALDIRAM 8%
BOTH 92%

BIKANO HALDIRAM
0% 8%

BIKANO
HALDIRAM
BOTH

BOTH
92%

Figure-1
The figure-1 shows that 8% retailers are aware of Haldiram and 92% retailers are
aware of both the company like Haldiram along with Bikano.

28
 HALDIRAM IS FAMOUS FOR

NAMKEEN 60%
SWEET 4%
GIFT PACK 8%
ALL 28%

70%

60%
60%

50%

40% NAMKEEN
SWEET
30% 28% GIFT PACK
ALL
20%

10% 8%
4%
0%
NAMKEEN SWEET GIFT PACK ALL

Figure-2
The figure-2 shows that according to retailers the haldiram is famous for
60% Namkeen, 4% sweet, and 8% gift pack and 28% for all and 10%
are not aware about Bikano.

29
 BIKANO IS FAMOUS FOR

NAMKEEN 10%
SWEET 40%
GIFT PACK 36%
ALL 6%

ALL NAMKEEN
6% 10%

GIFT PACK NAMKEEN

36% SWEET SWEET

GIFT PACK
40%
ALL

Figure-3
The figure-3 shows that according to retailers the Haldiram is famous for
84% Namkeen, 2% sweet, 0% gift pack and 14% for all.

30
 PREFER TO SALE

HALDIRAM 52%
BIKANO 36%
BOTH 12%
60%

52%
50%

40%
36%
HALDIRAM
30%
BIKANO
BOTH
20%

12%
10%

0%
HALDIRAM BIKANO BOTH

Figure-4
The figure-4 shows that 52% retailers are prefer to sale Haldiram,36% retailer are
prefer to sale Bikano and 12% retailer are prefer to sale both brands.

31
 FACTOR EFFECTED THE PREFERENCES TO SALE
MORE PROFIT 60%
MORE CUSTOMER DEMAND 28%
MORE PRODUCT 0%
STOCK AVAILABILTY 12%

70%

60% 60%

50%

40%

30% 28%

20%
12%
10%
0%
0%
MORE PROFIT MORE CUSTOMER MORE PRODUCT STOCK AVAILABILTY
DEMAND

Figure-5

The figure-5 shows that factor affected the preference of retailer to selling the
particular brands. The 60% retailer are prefer to the more profit,28% retailer are
prefer to the more customer demand,0% retailer are prefer to the more
product,12% retailer are prefer to stock availability.

32
 FACTOR EFFECTED THE CONSUMER PREFERENCES TO BUY
POPULARITY 30%
TASTE 36%
PACKING 4%
PRICE 30%

PRICE POPULA
30% RITY
30%

PACKING
4%
TASTE
36%

Figure-6
The figure-6 shows that the 30% consumers are prefer to popularity, 36% prefer to
taste, 4% prefer to packing and 30% prefer to price for buying the product
according to retailers.

33
 HAVING THE INNOVATIVE PRODUCT

HALDIRAM 70%
BIKANO 26%
BOTH 14%

80%

70%

60%

50% HALDIRAM
BIKANO
40% 70%
BOTH
30%

20%
26%
10% 14%

0%
HALDIRAM BIKANO BOTH

Figure-7
The figure-6 shows that 70% retailers believe that Haldiram have more innovative
product,26% retailer believe that Bikano have more innovative product,14%
retailer believe that both (Haldiram and Bikano) have more innovative product.

34
 PROVIDES THE BETTER SCHEMES TO RETAILERS

HALDIRAM 16%
BIKANO 74%
NONE 10%

80% 74%
70%

60%

50% HALDIRAM
BIKANO
40%
NONE
30%
16%
20% 10%
10%

0%
HALDIRAM BIKANO NONE

Figure-8

The figure-8 shows that 16% retailers says that Haldiram and 74% Bikano
provides the better scheme to the retailers but 10% retailers says that none of these
company(Haldiram and Bikano).

35
 PROVIDES THE BETTER REPLACEMENT SERVICE TO
RETAILERS

HALDIRAM 62%
BIKANO 30%
NONE 4%
BOTH 4%

70%
62%
60%

50%

40% HALDIRAM
BIKANO
30%
30% NONE
BOTH
20%

10%
4% 4%
0%
HALDIRAM BIKANO NONE BOTH

Figure-9

The figure-9 shows that 62% retailers says that Haldiram provides them the better
replacements,30% retailers says Bikano but 4% retailer says that none of these
company provide the replacement to them and 4% says both ( Haldiram and
Bikano) provide the replacement service to the retailers.

36
 PROVIDES THE FAST DELIVERY
HALDIRAM 40%
BIKANO 48%
NONE 6%
BOTH 2%

48%
50%

45% 40%
40%

35%
HALDIRAM
30%
BIKANO
25% NONE
20% BOTH

15%
6%
10%

5%
2%
0%
HALDIRAM BIKANO NONE BOTH

Figure-10

The figure-10 shows that 42% retailers says that Haldiram provides them the fast
delivery service,44% retailers says Bikano but 4% retailer says that none of these
company provide the fast delivery service to them and 10% says both ( Haldiram
and Bikano) provide the fast delivery service to the retailers.

37
 ACCORDING TO CONSUMER
AWARENESS OF

BIKANO 0%
HALDIRAM 18%
BOTH 82%

BIKANO 0%

HALDIRAM,
18%

BIKANO

HALDIRAM
BOTH, 82%
BOTH

Figure-11

The figure-11 shows that 18% consumers are aware about the Haldiram, on other
hand 0% consumers who are not aware about the Bikano alone, but 82%
consumers are aware about both of company (Haldiram and Bikano).

38
 AWARENACE OF THE RESTAURENTS OF BIKANO

YES 45%
NO 55%

60%

50%

40%
YES
30% 55% NO
45%
20%

10%

0%
YES NO
Figure-12
The figure-12 shows that 45% consumers are aware about the restaurants of
Bikano which is known as bikanerwala on the other hand 55% consumers are not
aware about restaurant of Bikano. 55% consumers include 18% consumers, who
are not aware about the Bikano.

39
 AWARENACE OF THE RESTAURENTS OF HALDIRAM

YES 100%
NO 0%

120%

100%

80%

60%

100%
40%

20%

0%

YES NO
Figure-13
The figure-12 shows that 100% consumers are aware about the Haldiram which
means that everyone is aware about the restaurant of Haldiram in north-west Delhi.

40
 BIKANO IS FAMOUS FOR

NAMKEEN 6%
SWEET 25%
GIFT PACK 38%
ALL 13%
NOT AWARE 18%

38%
40%

35%

30% 25%
NAMKEEN
25%
SWEET
18%
20% GIFT PACK

13% ALL
15%
NOT AWARE

10%
6%
5%

0%
NAMKEEN SWEET GIFT PACK ALL NOT AWARE

Figure-14
The figure-14 shows that according to consumers the Bikano is famous
for 6% Namkeen, 25% sweet, and 38% gift pack and 13% for all and
18% are not aware about Bikano.

41
 HALDIRAM IS FAMOUS FOR

NAMKEEN 44%
SWEET 16%
GIFT PACK 11%
ALL 29%

ALL
29%
NAMKEEN
NAMKEEN SWEET
44% GIFT PACK
ALL
GIFT PACK
11%

SWEET
Figure-15 16%
The figure-15 shows that according to consumers the Haldiram is
famous for 44% Namkeen, 16% sweet, 11% gift pack and 29% for all.

42
 PREFER TO BUY

HALDIRAM 47%
BIKANO 28%
OTHERS 25%

OTHERS 25%
HALDIRAM
47% HALDIRAM
BIKANO
BIKANO
28% OTHERS

Figure-16
The figure-16 shows that 47% consumers are prefer to buy Haldiram,28%
consumers are prefer to buy Bikano and 25% consumers are prefer to buy others
brands.

43
 FACTOR EFFECTED THE CONSUMER PREFERENCES TO BUY
POPULARITY 24%
TASTE 38%
PACKING 10%
PRICE 28%

40%

35%

30%

25%
POPULARITY

20% TASTE
38%
PACKING
15%
28% PRICE
24%
10%

5% 10%

0%
POPULARITY TASTE PACKING PRICE

Figure-17
The figure-17 shows that the 24% consumers are prefer to popularity, 38% prefer
to taste, 10% prefer to packing and 28% prefer to price for buying the product.

44
CHANGE THE BRAND ON THE BASIS OF PRICE REDUCTION
YES 57%

NO 43%

60%

50%
57%

40%

43% YES
30% NO

20%

10%

0%

YES NO
Figure-18

The figure-18 shows that 57% consumers will change the brand on the basis of
price reduction on other hand 43% consumers will not change the brand on the
basis of price reduction.

45
 HAVING THE INNOVATIVE PRODUCT

HALDIRAM 60%
BIKANO 36%
NONE 2%
BOTH 2%

60%
70%

60%

50% 36%

40%
HALDIRAM
30% BIKANO
NONE
20%
BOTH
2% 2%
10%

0%

Figure-19
The figure-6 shows that 60% consumers believe that Haldiram have more
innovative product, 36% consumers believe that Bikano have more innovative
product, 2% consumers believe that none have more innovative product and 2%
consumers believe that both (Haldiram and Bikano) have more innovative product.

46
 SIZE PERFERANCE IN NAMKEEN

18g 2%
40g 18%
90g 16%
200g 31%
500g 23%
1kg 10%

1kg, 18g, 2%
10%
40g, 18%

500g, 23%
90g, 16%

200g, 31%

18g 40g 90g 200g 500g 1kg

Figure-20
The figure-20 shows that 2% consumers are prefer to buy the Namkeen in 18g,
18% consumers are prefer to buy the Namkeen in 40g, 16% consumers are prefer
to buy the Namkeen in 90g,31 % consumers are prefer to buy the Namkeen in
200g, 23% consumers are prefer to buy the Namkeen in 500g and 10% consumers
are prefer to buy the Namkeen in 1kg.

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 CHAPTER-6

FINDINGS

After analyzing the primary data which is collected from the sample with the help
of questionnaire and sensory evaluation form conclusion formed at this ground
that:
 Customer purchasing decision is mostly influenced by popularity and price
of the product in the area of study.
 Customer shows a very good loyalty towards brand of Haldiram.
 Bikano has a very good scope in the future for becoming rank one brand in
the market of packaged food product.
 Customers are well aware of most of the brands.
 Bikano has less market share in comparison to its major competitor
Haldiram.

Some problems which were noticed during the research done

in South-West Delhi

 The first and the major problem is that the company does not have direct and
permanent contact with retailers. Due to the communication gap between the
company and the retailers, replacement of family packs of the products was
a major problem faced by most of the retailers.
 The second problem of retailers is non availability of quick response of
distributors.

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 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 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.
 Another problem i.e. wholesale market; the wholesale market is creating
problem entering in distributors areas (HALDIRAM).
 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
Bikano’s product while the competitors are providing many facilities like
this.

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 CHAPTER-7

SUGGESTIONS
On the basis of findings from the research made there are some points on which the
company should take care of:
 Company should increase its product length in packaged food product.
 They should work on the improvement in the product quality and their unique
selling proposition.
 They should have increased their outlet chains to reach large number of
customers as the maximum buyers like to buy directly from the retail outlets.
 Company should increase the numbers of Sales Representatives of family pack
in the north- west Delhi.
 Company should increase the awareness of its restaurants which is not known
by more than 50% consumers.
 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 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.

50
 Company should paint the walls of cafeterias time to time, like its competitors
do, which in return will help the retailers to sale the company’s products.

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 CHAPTER-8

ANNEXURE
QUESTIONNAIRE
FOR RETAILER

NAME: - ______________________________

PLACE: - ___________________________________

Q.1. ARE YOU AWARE ABOUT?

a) Bikano b) Haldiram c) Both

Q.2. ACCORDING TO YOU, BIKANO IS FAMOUS FOR?

a) Namkeen b) Sweets c) Gift Pack d) All

Q.3. ACCORDING TO YOU, HALDIRAM IS FAMOUS FOR?

a) Namkeen b) Sweets c) Gift Pack d) All

Q.4. WHICH BRAND DO YOU PREFER TO SALE?

a) Haldiram b) Bikano c) Others

Q.5. WHY DO YOU PERFER THE HALDIRAM OR BIKANO FOR

SELLING?
a) More Profit b) More Customer Demand
c) More products d) Stock availability
e) Other Reason

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Q.6. WHICH FACTOR AFFECTS CONSUMER PREFERENCES THE
MOST?
a) Popularity b) Taste
c) Packing d) Price

Q.7. WHICH BRAND HAVING THE INNOVATIVE PRODUCT?

a) Haldiram b) Bikano c) None d) Both

Q.8. WHICH COMPANY PROVIDES YOU THE BETTER SCHEMES?

a) Haldiram b) Bikano c) None d) Both

Q.9. WHICH COMPANY PROVIDES YOU BETTER REPLACEMENT

SERVICE?
a) Haldiram b) Bikano c) None d) Both

Q.10. WHICH COMPANY PROVIDES YOU THE FAST DELIVERY

SERVICES?
a) Haldiram b) Bikano c) None d) Both

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 QUESTIONNAIRE
FOR CONSUMER

NAME: - ______________________________

PLACE: - ___________________________________

Q.1. ARE YOU AWARE OF?

a) Bikano b) Haldiram c) Both

Q.2. DO YOU AWARE OF RESTAURENTS OF BIKANO?

a) YES b) NO

Q.3. DO YOU AWARE OF RESTAURENTS OF HALDIRAM?

a) YES b) NO

Q.4. ACCORDING TO YOU, BIKANO IS FAMOUS FOR?

a) Namkeen b) Sweets c) Gift Pack d) All

Q.5. ACCORDING TO YOU, HALDIRAM IS FAMOUS FOR?

a) Namkeen b) Sweets c) Gift Pack d) All

Q.6. WHICH BRAND DO YOU PREFER TO BUY?

b) Haldiram b) Bikano c) Others

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Q.7. WHICH FACTOR AFFECTS YOUR PREFERENCES THE MOST?
b) Popularity b) Taste
c) Packing d) Price

Q.8. DO YOU CHANGE THE BRAND ON THE BASIS OF PRICE

REDUCTION?
a) Yes b) No

Q.9. WHICH BRAND IS HAVING THE INNOVATIVE PRODUCTS?

b) Haldiram b) Bikano

Q.10. IN WHICH SIZE, DO YOU PERFER TO BUY IN NAMKEEN?

a) 18g b) 40g c) 90g d) 200g e) 500g f) 1kg

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 CHAPTER-9

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/

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

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 http://www.indiainbusiness.nic.in/

 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/

 www.bikanervala.com

 www.businessline.com

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