88680105-Balaji-Wafers.docx

8/16/2019 88680105-Balaji-Wafers.docx

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Content

Sr. No. Particulars Page No.

1 Introduction 2

2 Historyof the organization 3-7

3 O!ecti"es of the study #

$ %esearch &ethodology #-'

( )i&itations 1*

+ ,ata nalysis 1*-21

7 SO/ nalysis 22

# 0indings and reco&&endations 23

' Conclusion %eco&&endations 2$

1* nneure 2(-2+

11 iliogra4hy %eferences 27

1


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Introduction

/he &oti"e ehind &a5ing this re4ot is fast gro6th of co&4any. ala!i afers P"t. )td. is

challenged on of the to4 &ost co&4any )ays8 and ca4tured a large &ar5et in "ery short s4an of

ti&e. Pricing strategy is the 5ey 4oint of success. /his co&4any has satisfied there custo&ers y

4ro"iding a co&4lete 4ac5age of 9uality: 9uantity: 4rice and taste. ll these 4oints ins4ired &e to

5no6 &ore aout the co&4any.

Chata5a creator ala!i afers P"t )td has &anaged to fend off igger 4layers li5e Pe4sico and

Haldira&;s in the %s +**-crore ahesh >an!a6ala: eecuti"e director:

/riton Co&&unications: adding that the grou4 has fe6 ad"ertise&ents to its na&e. he also said

=ala!i understands the 4alate of the consu&er 6ell. =

ll the ao"e ne6s also states that co&4any challenges e"ery ig-giant. Co&4any not only

challenged the& ut also changed the entire 6afer industries 6or5ing 4olicy. ll these things

ins4ired &e to learn &ore aout the co&4any and find out the &ore facts aout the co&4any.

hile doing this 4ro!ect I also find that &any theories are used y the co&4any 6hich I learn in

class-roo&.

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History of the organization

/he !ourney of ala!i egh!i ?irani: hi5uhai ?irani: Chanduhai ?irani and Aanuhai ?irani are the sons of

Shri Po4athai ?irani of ,hundhora!i "illage of Ba&nagar district.

ut at that ti&e they got the ra6 &aterials fro& the 3rd 4arty and than they &anufactured and

su44lied the sa&e to the canteen of stron /heater ut there 6ere a 4role& of short as 6ell as

delay in su44ly of 4roducts on ti&e. s these 5inds of 4role& can lead a usiness to 4eril and

can ruin it so&ething had to e done in these regards as an ulti&ate solution to all the 4role&s

they decided to &anufacture 6afers on their o6n and su44ly the sa&e to canteen and thus the

foundation of ala!i afers 6as first setu4 ut 6ithout any rand na&e in 1'#2.

Since the taste and 9uality 6as ecellent: de&and for their 6afers 6as increasing day y day to

4ace 6ith this increasing de&and of 6afers in &ar5et they started 4roducing 6afers in ul5

6ithout any co&4ro&ise in 9uality and taste of the 4roducts they ac9uired a s&all 4lace 6ith

"ery li&ited in"est&ent 6ith indigenous frying &ethod thereafter a se&iauto&atic 4lant 6as

estalished 6ith a 4roduction ca4acity of 2**5gs 4er hour they started selling their 4roduct

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initially in ordinary 4ac5ing ut after u4grading the technology they used decent 4ac5ing to

attract crea& &ar5et and thus got &ore &ar5et share in the food &ar5et. /his de"elo4&ent had

lead )BI fro& nor&al 6afers 4roducer to )BI 0%S P?/ )/, in 1''*.

/he initial in"est&ent of the co&4any 6as only %s. 2(*** in recent stage it has assets of %s. (

crores and 6ill e increase in future the co&4any confor&ing 6ith &any hardest and &a5e a

4rogress and de"elo4&ent 6hich &ay e descried y follo6ing 6ays.

• It started a 4roduction in si&4le 4ac5ing and 6ithout rand na&e and satisfied the

de&and at canteen since: the 9uality is est the de&and of the 4roduct 6as increased.

• /his de"elo4&ent had lead )BI fro& nor&al 6afer 4roducers to )BI 0%S

P?/ )/, in 1''* u4 to no6 )BI 6as 4roducing the 4roducts &anually.

• fter then to &eet the de&and they started &anufacturing the 4roduct in se&iauto&atic

4lant the 4roduction ca4acity of this &achinery 6as 2** 5gs 4er hour.

• fter then they ado4t a highly techni9ued fully auto&atic 4lant 6hich is only one in

6hole of sia the 4roduction ca4acity at this 4lant is 12** 5gs 4er hour.

• %ecently they set u4 a huge fully auto&atic 4lant for 4roduction as 6ell as nitrogen

4ac5ing for long ter& 4reser"ation of the 4roducts.

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KEY PERSONS OF THE COMPNY>r. hi5uhai ?irani Chair&an

>r. Chanduhai ?irani >anaging ,irector

>r. Aanuhai ?irani /echnical ,irector

>r. Aeyur ?irani %esearch nd ,e"elo4&ent >anaged

>r. Hitesh ?irani anager

>r. Nayan /an5 >ar5eting >anager

>r. Bay Sachde" Sales %e4resentati"e

For! of organization

ccording to Bohn Piffiner Organization is an essentially a &atter of &an to &an !o to !o and

de4art&ent to de4art&ent.8

/here are different ty4es of organization li5e

• )ine organization

• Staff organization

• )ine and staff organization

• Co&&ittee organization

• Pro!ect organization

• >atri organization

Out of all these ala!i afers follo6s line and staff ty4e of organization structure line and staff

organization &eans to 4re4are 4lans to ta5e "ital decisions and to i&4le&ent the& effecti"ely

all these function cannot e 4erfor&ed si&ultaneously y a single 4erson hence there e&erged asyste& 6here in line officers recei"ed ad"ice fro& the staff e4erts the organization structure is

as follo6s.

OR"NI#TION STR$CT$RE

5

Workingstaf

Packingsuperviso

Technicalworkers

Area wisesalesmen

Technical staf Marketingmanager

Productionmanager

TechnicalManaging

hairman


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!


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Products of the co!%any

/he 4roduct is the &ost i&4ortant ele&ent y 6hich any fir& can 4ro"e its efficiency and

i&4ro"e&ent of 9uality 4roduct is a sy&ol of the usiness fir&.

)BI 0%S P?/ )/, is engaged in the 4roduction of food ite& they 4roduce 12 differentty4es of snac5s ite&s 6hich are as underD-

1 Potato afers.

2 >asala afers.

3 anana afers.

$ >asala anana afers.

( 0arali Che"do.

+ Peanuts.

7 %atla&i Se".

# Sing hu!iya.

' >ung ,al.

1* Chana ,al.

11 ?atana.

12 >asala Sing.

"


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O&'ecti(es of the study

• /o ha"e a clear understanding of the 6afersE industry and ala!i 6afers P"t. )td.Es

4osition in &ar5et.

• /o 5no6 the a6areness a&oung the custo&ers aout the ala!i 4roducts.• /o conduct an ehausti"e &ar5et research on introduction of ne6 fla"ors.

• /o chec5 4rice acce4tance: inno"ation ecite&ent a&ongst consu&ers.

• /o co&4are the ala!i 4roducts 6ith other rands.

• /o chec5 the a6areness as 6ell as le"el of satisfaction of retailers 6ith distriutors the

co&4any 6ith regards introduction of ne6 fla"ors.

Research Methodo)ogy

Research

%esearch is the a44lication of hu&an intelligence in syste&atic &anner to a 4role&. It &ay

&ini&ize the total uncertainty y intelligence use of the &ost reliale data a"ailale in the

organization.

ccording to P.?. Foung 6e &ay define research &ethodology as scientific underta5ing 6hich

y &eans of logical and syste&atized &ethod: ai&s to disco"er ne6 facts.

Ste%s In Research Methodo)ogy

1. Selection or choice of research 4role&.

2. Gnderstanding the research 4role&.

3. Collection and re"ie6 of 5no6ledge of 6ritten &aterial.

$. Selection of the &ost 4ro&ising &ethod of solution.

(. )isting and selection of different tools of data collection.

+. ecution of research 4lan.

7. Coding and 4rocessing of research data.

#. Pre4aration of the rief re4ort.

'. Pre4aration of the final re4ort

Sources of data

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/here are different sources of collecting data efore deciding the sources to collect the data one

has to &a5e a 4ro4er 4lanning of in"estigation and 4ur4ose of in9uiry follo6ing are the sources

of collection of data

Interna) sources

Such ty4e of infor&ation is al6ays a"ailale in oo5s of organization e.g. sales:

4roduction: salary and 6ages etc.

E*terna) sources

/his ty4e of infor&ation is collected fro& outside agencies hence it is called data

collected fro& eternal sources 4ri&ary data are original and first hand infor&ation 6hile

secondary data are second hand infor&ation already 4re4are or collected in the 4re"ious

research.

Methods of co))ecting %ri!ary data

1. ,irect 4ersonal inter"ie6

2. Indirect 4ersonal inter"ie6

3. Infor&ation fro& corres4ondence

$. >ailed 9uestionnaires

(. @uestionnaires to e filled y the enu&erators

Method for co))ecting secondary data

1. Internet

2. Co&4any nnual %e4ort

3. Ne6s 4a4er )i5eD /i&es of India: rand 9uity Page

>y atte&4t to research 6as 9uite si&4le and straight for6ard first of all the list of 9uestions

6as 4re4ared y &e under guidance of our 4rofessors an then I as5ed &any 9uestions

regarding ad"ertising to &ar5eting &anager the &ain ad"antages of this &ethod are that

accurate infor&ation can e collected and 4ersonal conduct eco&es 4ossile.

$


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+ata na)ysis

Mar,et share of -a)a'i

45%

2#%

1!%

11%

Market Share in %

&ala'i

(aldiram

)a*sother

.i!itations of the study

/he sa&4le size of the sur"ey 6as "ery large and tedious to inter"ie6.

/he ti&e ta5en to inter"ie6 each consu&er 6as a lot as e"ery consu&er had to e first

e4lained e"erything and had to e dealt 6ith 4atience.

/he sur"ey is conducted in nanded only.

/he ti&e fra&e gi"en to us 6as not enough to co"er a larger of sa&4le size.

1+


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Sur(ey na)ysis

1. Co&4arison et6een consu&er choicesJ

,ualit* ,uantit* Taste Price

+

2

4

!

#

1+

12

14

&ala'i

(aldram

)a*s

Su

r(ey na)ysis

@uality ala!i Haldira& )ays No. of

custo&er

@uantity + # 11 2(

/aste 11 # + 2(

Price # + 11 2(

13 ( 7 2(

11


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+ata Co))ected

Consu&ers a44roached 6ere as5ed aout their satisfaction in this study. /his 9uestion 6as

ans6ered y 2( consu&ers. /he satisfaction scale co&4rised of three ran5s K @uantity: taste and

4rice.

na)ysis

0ro& the tale: ar gra4h de4icted ao"e: satisfaction le"els 6ith the ao"e 2( res4ondents 6ho

ans6ered the 9uestionnaire:13 &e&ers are satisfied 6ith ala!i 6afers

Inter%retation

y analysing the res4onses to this 9uestion: 6e: the researchers: as 6ell as co&4anies: can

identify the effecti"eness of ad"ertise&ents: location: rand: 4rice: 4ro&otion: 4roduct "ariety

etc.: on the target consu&ers. /his hel4s to understand the current consu&er 4erce4tion aout

ala!i 6afersr and the corres4onding satisfaction le"els.

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/0 hich 4roduct of ala!i 6afers custo&er &ostly uyJ

Product No. of custo&er

Salted 6afers $

>asala 6afers #

/a&ato 6afers +

Na&5in 7

/otal Custo&er 2(

No. of customer mostly buy

-alted wa.ers

Masal wa.ers

Tamato wa.ers

/amkin

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+ata Co))ected

Consu&ers a44roached 6ere as5ed 6hich for& of ad"ertise&ent they thought 6as &ost

effecti"e. /his 9uestion 6as ans6ered y 2( consu&ers. No of custo&er &ostly uy. /he o4tions

laid efore the res4ondents 6ere the result of oser"ation and inter"ie6 as eing the &ost

4o4ular 6hich the consu&ers identify as &eans of ad"ertising.

na)ysis

/he tale: 4ie chart de4icted ao"e: the effecti"eness of the custo&erEs choice. Of the 2(

res4ondents 6ho ans6ered the 9uestionnaire: # indicated that they li5e &asala 6afers. Of the 2(

res4ondents 6ho ans6ered the 9uestionnaire: only $ indicated that they li5e salted 6afers.

Inter%retation

/he res4ondents gi"e "ery little credit to salted 6afers and to&ato 6afers. /his is indicati"e of

the fact that &ost of the 4ulic ignore salted and to&ato 6afers. /hus: it can e sur&ised that

&asala 6afers and na&5ins are li5e y custo&ers.

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3. hich sizes of 4ac5ing custo&er li5e to uyJ

5+ grms #+ grms 12+ grms

+

2

4

!

#

1+

12

14

Packing size customer like

Packing si0e customer like

Pac5ing size No. of custo&er

(* gr&s #

#* gr&s 12

12* gr&s (

/otal custo&er 2(

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$. Ho6 fre9uenty custo&er uy al!i 6aferJ

ail* Weekl* Monthl*

+

2

4

!

#

1+

12

14

No. of customer

/o o. customer

Period No. of custo&er

,aily +

ee5ly 12

>onthly 7

/otal custo&er 2(

1!


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(. Is the 4roduct easily a"ailale in the &ar5eJ

Is Balaji product easily aailable in the market

3es

/o

1"

Custo&er

?ie6

No. of

custo&er

Fes 22

No 3

/otalCusto&er

2(


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Product P)anning

Product 4lanning &eans the 4lanning for the 4roduct that is to decide 6hat ty4e of 4roduction is

to e 4roduced or 6hat needs or re9uire&ent the 4roduct has to satisfy and for 6ho& the 4roduct

is &eant. Product 4lanning is an i&4ortant conce4t for any industry. "ery industry &ust 4lan its

4roducts as 6hich result 4rofitale for the co&4any and satisfy the consu&er 6ants. So far as

ala!i afers is concerned its &ain 4roduces

1. Potato afers

2. >asala Potato afers

3. anana afers

$. anana >asala afers

(. 0arali Che"do

+. %atla&i Se"

7. Sing hu!iya

#. Chana ,al

'. Peanuts

1*. >ung dal

11. ?atana

12. >asala Sing

It 4lans its 4roduct in order to &aintain eisting custo&ers in fact )BI 0%S P?/ )/,

does not re9uire &uch of 4roduct 4lanning it has a "ery good &ar5eting net6or5 and also a "ery

good &ar5et for its 4roduct.

1#


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Pricing Po)icy

Out of + Ps of &ar5eting &i 4ricing is one of the& 4rice of the 4roduct is &ain ele&ent in any

organization. /herefore: decision regarding 4rice is the &ost "ital decision for a &ar5eting

&anager. %ight 4rice can 4ro&ote sales of the co&4any. hile 6rong 4rice affects the sales of

the co&4any largely: so &iing of 4rice is &ore i&4ortant than all other tas5s.

Pricing is an i&4ortant ele&ent of the &ar5eting de4art&ent. a co&4any has to setu4 the 4ricing

4olicy considering so &any factors such as de&and: co&4etition: go"ern&ent interference etc

e"en co&4any has its o6n 4ricing 4olicy.

ala!i afers P"t )td is in concerned the co&4any tries to 5ee4 least 4rices than co&4etitors

4rice lo6er 4rices are there ecause of their &ini&u& ad"ertise&ent cost. /he co&4any has

ado4ted retail 4ricing 4olicy under the 4olicy the co&4any inds the retailers to sale the randed

goods at the fied rate decided.

/he co&4any gi"es fied co&&ission to dealers the catalogue of 4rice is gi"en as follo6sD-

Price .ist

Product -a)a'i

1Price234gr!s5

.ays

1Price234gr!s5

Ha)dira!

1Price234gr!s5

Potato afers 64 1Rs5 67 1Rs5 88

>asala Potato

afers

64 1Rs5 67 1Rs5 88

anana afers 64 1Rs5 88 88

0arali Che"do 64 1Rs5 88 67 1Rs5

%atla&i Se" 64 1Rs5 88 67 1Rs5

Sing hu!iya 64 1Rs5 88 67 1Rs5

Chana ,al 64 1Rs5 88 67 1Rs5

d(ertise!ent

1$


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d"ertise&ent is an i&4ortant as4ect in &ar5eting. It is concerned 6ith the 4re4aration of "isual

and oral &essages for &a5ing 4eo4le a6are of and fa"oraly inclined to6ards 4roduct: rand:

ser"ice: 9uality and institution and so on. /he ulti&ate ai& of ad"ertising is to contriute to6ards

increase sales and to increase 4rofit. It is a s4ecialized techni9ue of 4o4ularizing the 4roduct and

is indis4ensale in the &ar5eting of goods.

d"ertising is a 4o6erful 4ro&otion tool to estalish and retain rand loyalty: 6hether a

co&4any is introducing ne6 4roduces or e4anding the eisting one. d"ertising is ine"itale in

this &odern co&4etition &ar5et. It can e done through "arious 6ays.

So far as )BI8 is concerned it also s4ent a good a&ount on ad"ertising. It &a5es

ad"ertising y follo6ing 6aysD-

1.)ighting oard

2.anners

3.Aitchen

$.Calendar

(.all 4ainting

+.all cloc5

-randing

/he 6ord rand is a co&4rehensi"e ter&. /he rand is to na&e or &ar5 is a 4roof of o6nershi4

it &eans a signor sy&ol of 9uality. it is the est &eans of ad"ertising and 4ositioning in the

&ar5et randing is the est &eans of ca4turing and retaining the consu&er de&and in a

co&4etiti"e &ar5et the &ar5eter can create rand e9uity: rand loyalty and rand i&age for his

4roducts only through randing.

ala!i 6afers 4"t ltd has the rand na&e as !B"#"$I.

Pac,aging

4ac5aging &ay e defined as the general grou4 of acti"ities in the 4lanning of a 4roduct these

acti"ities concentrate on for&ulating a design of the 4ac5age and 4roducing an a44ro4riate andattracti"e container or 6ra44er for a 4roduct the container itself can act a forceful though silent

and colorful sales&an at the 4oint of 4urchase or an effecti"e &ediu& of ad"ertise&ent

encouraging i&4ulse uying &any a ti&e : 4ac5age design itself can act as a register rand:

4ac5aging is necessary to 4resent flo6ing out of such li9uid. It is essential to &aintain freshness

and 9ualityL it can 4re"ent the danger of adulteration. In )BI the 4ac5ing is done y fully

auto&atic 4ac5ing &achine. /hey are ale to 4re4are 1#* to 1** 4ac5s in 1 &inute.

2+


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S)ogans

/he entire 6ell 5no6n co&4anies ha"e selected an effecti"e and &eaningful slogan to

co&&unicate 6ith their custo&er aout the 4roduct in "ery fe6 6ords it is the e4lanation of the

4roduct in one line in e&otional 6ay the slogans 6ith right &eaning attract the consu&er to

4urchase the 4articular 4roduct fore"er.

ala!i has the follo6ing slogansD-

In nglish

9ny ti!e crunchy : )) ti!e fresh;

In


22/27

Strength

1.ala!i is an estalished rand in region of aharashtra state.

Threats

ala!i s6itching a&ongst consu&er has increased due to ne6 entrances offering "arious 4roducts

in the &ar5et so it &ay e 4ossile that the regular custo&er of )BI start trying to uy other

rands of 6afer. Hence the co&4any &ust 5ee4 u4grading its 4roduct list to suit and &atch the

faster and e"er changing de&and of custo&er and to gi"e the& &ai&u& satisfaction.

Findings nd Reco!!endations

Findings

22


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1 "ailaility Of Product

In relation to this 9uestion all the retailers re4lied 4ositi"ely: 6hich sho6s 1**M a"ailaility of

all the 4roducts of )BI on ti&e 6ithout any delay.

2 Po4ularity Of /he Product

hen I as5ed aout custo&erEs 4reference or aout the 4roduct highly de&anded y the

custo&ers: the retailers said that

a.Highest de&and is for 4otato chi4s

.Second is for 0arali Che"do

c./hird is for na&5eens li5e ratla&i se" etc.

d.0ourth is for sing.

3 O4tion 0or Gnsold


24/27

Conc)usion

ala!i afers P"t )td is 4rofit &a5ing co&4any. It 6or5s s&oothly since it is estalished there

the co&4any follo6s all the 4rinci4les of 4hysical distriution and also follo6s standard ordering

4rocessing syste& and it has also control the in"entory y a44ro4riate de4art&ent. /he

distriution channel of the co&4any 6or5s efficiently and effecti"ely to6ards achie"ing the

goals 6ith full of confidence and coo4eration.

Reco!!endation

/herefore there is no need for reco&&endation to the co&4any ut I feel that if the co&4any

starts ad"ertising on large scale on tele"ision &edia it can e4and the usiness fro&


25/27

nne*ure

@uestionner

Na&eD

geD

Occu4ationD

ddressD

(. hich 4roduct of ala!i you uyJ

Salted 6afer >asala 6afer /a&ato 6afer Na&5in

+. Ho6 0re9uintly you uyJ

,aily ee5ly >onthly Fearly

7. hat &oti"ates you to uy ala!i 4roductsJ

@uality ,uantit* Taste Price

#. Is the 4roduct easily a"ailale in the &ar5etJ

Fes No

'. hich is your fa"ourite rand of afersJ

.

1*. Ho6 6ould you rate the elo6 4roductsJ On a scale of "erage:


26/27

13. hich size of 4ac5ing you li5e to uyJ

a. (*gr&s . #*gr&s c. 12*gr&s

1$. Suggession if any --

-i&)iogra%hy

2!


27/27

1 oo5s

>ar5eting >anage&ent - Phili4 Aotler

>ar5eting >anage&ent - ?er&a and gar6al

2 %e4orts

So&e old re4orts for reference

htt4DQQ666.ala!i6afers.co&Q

88680105-Balaji-Wafers.docx

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