Professional Documents
Culture Documents
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
COMPANY PROFILE
i.exe
2.1 HALDIRAM
HaldiRams : 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
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,
2
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
Haldirams 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.
Haldirams 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 Haldirams 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 HaldiRams
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 HALDIRAMS IS WAY OF LIFE FOR INDIANS NO MATTER
WHICH COUNTRY THEY LIVE IN.
Today, Haldirams 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 Haldirams 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 Haldirams 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.
Haldirams 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.
PRODUCTS OF HALDIRAM
2.2 BIKANERVALA
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.
BIKANO
Bikano is our international brand of packaged Sweets, Namkeens, Papad and Sherbets,
manufactured to the world standards of hygiene and quality. Bikanos 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.
Bikanos 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.
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.
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.
International Business
10
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.
MANUFACTURING
PRODUCTION
PACKAGING
QUALITY CONTROL
11
PRODUCTION
12
QUALITY CONTROL
Every product that comes out of Bikanos 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.
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
Zealand regulations. The demand for their products are a testament to the quality standard held
by Bikanervala.
13
PRODUCT OF BIKANO
NAMKEEN & SNACKS
14
PAPAD
SWEETS
GIFT PACKS
15
CHAPTER-3
COMPETITORS
16
Bingo
lays,
kurkure,
oye oye,
Diamond
Namkeens
Bikaji
Bikaner,
jains,
Balaji
Lehar
Papad
Lijjat
Bikaji
17
Sweets
Bengali sweets
Bikaner
Syrups
Roohafza
Kisan
Dabur
milk maid
nestle
Biscuit
Britannia
priya gold
bakemans
18
parle
sunfeast
RESTAURANT
Nathus
Evergreens
Bengali Sweets
Sagar Ratna
McDonalds & Nirulas
Yo! China
Local Sweet Shops
CHAPTER-4
RESEARCH METHODOLOGY
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.
19
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
20
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.
21
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.
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.
The method lacks flexibility. In case of inadequate or incomplete information the result
may deviate.
22
CHAPTER-5
DATA ANALYSIS& INTERPRETATION
ACCORDING TO RETAILER
AWARENESS OF
BIKANO
0%
HALDIRAM
8%
BOTH
92%
HALDIRAM; 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.
23
60%
4%
8%
28%
70%
60%
60%
50%
40%
28%
30%
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.
24
ALL; 7%
10%
40%
36%
6%
NAMKEEN; 11%
NAMKEEN
SWEET
GIFT PACK
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.
25
PREFER TO SALE
HALDIRAM
BIKANO
BOTH
52%
36%
12%
60%
52%
50%
40%
36%
30%
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.
26
60%
28%
0%
12%
70%
60%
50%
40%
30%
20%
10%
60%
28%
0%
0%
12%
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.
27
PRICE; 30%
30%
36%
4%
30%
POPULARITY; 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.
28
70%
26%
14%
70%
60%
50%
40%
70%
30%
20%
26%
14%
10%
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.
29
16%
74%
10%
80%
70%
60%
50%
74%
40%
30%
20%
10%
16%
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).
30
62%
30%
4%
4%
70%
62%
60%
50%
40%
30%
30%
20%
10%
4%
4%
NONE
BOTH
0%
HALDIRAM
BIKANO
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.
40%
48%
31
NONE
BOTH
6%
2%
50%
45%
40%
35%
30%
25%
48%
40%
20%
15%
10%
6%
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.
ACCORDING TO CONSUMER
AWARENESS OF
32
BIKANO
0%
HALDIRAM
18%
BOTH
82%
HALDIRAM; 18%
BIKANO
HALDIRAM
BOTH
BOTH; 82%
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).
33
45%
55%
60%
50%
40%
55%
45%
30%
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.
34
100%
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.
35
6%
25%
38%
13%
18%
40%
35%
30%
25%
38%
20%
15%
25%
18%
10%
5%
13%
6%
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.
36
44%
16%
11%
29%
ALL; 29%
NAMKEEN
NAMKEEN; 44%
SWEET
GIFT PACK
ALL
Figure-15
The figure-15 shows that according to consumers the Haldiram is famous for 44% Namkeen,
16% sweet, 11% gift pack and 29% for all.
37
PREFER TO BUY
HALDIRAM
BIKANO
OTHERS
47%
28%
25%
OTHERS ; 25%
HALDIRAM; 47%
BIKANO; 28%
HALDIRAM
BIKANO
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.
38
24%
38%
10%
28%
40%
35%
30%
25%
20%
38%
15%
10%
28%
24%
10%
5%
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.
39
57%
NO
43%
60%
50%
40%
57%
30%
43%
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.
40
60%
36%
2%
2%
60%
50%
40%
30%
60%
36%
20%
10%
2%
2%
NONE
BOTH
0%
HALDIRAM
BIKANO
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.
41
2%
18%
16%
31%
23%
10%
500g; 23%
40g
90g
200g
500g
90g; 16%
200g; 31%
42
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.
43
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.
Bikano has a very good scope in the future for becoming rank one brand in the market of
packaged food product.
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.
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.
44
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 Bikanos product
while the competitors are providing many facilities like this.
CHAPTER-7
SUGGESTIONS
On the basis of findings from the research made there are some points on which the company
should take care of:
They should work on the improvement in the product quality and their unique selling
proposition.
45
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 northwest 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 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
46
CHAPTER-8
ANNEXURE
QUESTIONNAIRE
FOR RETAILER
Q.1.
NAME: -
______________________________
PLACE: -
___________________________________
Q.2.
b) Haldiram c) Both
Q.3.
c) Gift Pack
d) All
Q.5.
d) All
Q.4.
c) Gift Pack
b) Bikano
c) Others
c) More products
d) Stock availability
e) Other Reason
Q.6.
Q.7.
b) Taste
c) Packing
d) Price
c) None
d) Both
47
Q.8.
c) None
d) Both
c) None
d) Both
c) None
d) Both
48
QUESTIONNAIRE
FOR CONSUMER
Q.1.
NAME: -
______________________________
PLACE: -
___________________________________
Q.2.
b) Haldiram c) Both
Q.3.
Q.4.
b) NO
b) NO
Q.5.
c) Gift Pack
d) All
Q.7.
d) All
Q.6.
c) Gift Pack
b) Bikano
c) Others
b) Taste
c) Packing
d) Price
49
Q.8.
Q.9.
b) Bikano
d) 200g
e) 500g
50
f) 1kg
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, PrenticeHall 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
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-stronglyacnielsen/262342/
www.bikanervala.com
51
www.businessline.com
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