Sr. No.
Particulars
Page No.
Introduction
3-7
Research methodology
8-9
Limitations
10
Data Analysis
10-21
SWOT Analysis
22
23
24
10
Annexure
25-26
11
27
Introduction
The motive behind making this repot is fast growth of company. Balaji Wafers Pvt. Ltd. is
challenged on of the top most company Lays and captured a large market in very short span of
time. Pricing strategy is the key point of success. This company has satisfied there customers by
providing a complete package of quality, quantity, price and taste. All these points inspired me to
know more about the company.
Chataka creator Balaji Wafers Pvt Ltd has managed to fend off bigger players like Pepsico and
Haldiram's in the Rs 600-crore Gujarat market for over two decades since launch.
Food and beverages firm PepsiCo has consolidated traditional packaged snacks such as
namkeens for the mass market under a new entity, Lehar Foods, to take on regional brands such
as Balaji, Bikanerwala and A-Top Foods.
"Balaji survives solely on word-of-mouth publicity," Mahesh Manjawala, executive director,
Triton Communications, adding that the group has few advertisements to its name. he also said
"Balaji understands the palate of the consumer well. "
All the above news also states that company challenges every big-giant. Company not only
challenged them but also changed the entire wafer industries working policy. All these things
inspired me to learn more about the company and find out the more facts about the company.
While doing this project I also find that many theories are used by the company which I learn in
class-room.
initially in ordinary packing but after upgrading the technology they used decent packing to
attract cream market and thus got more market share in the food market. This development had
lead BALAJI from normal wafers producer to BALAJI WAFERS PVT LTD in 1990.
The initial investment of the company was only Rs. 25000 in recent stage it has assets of Rs. 5
crores and will be increase in future the company conforming with many hardest and make a
progress and development which may be described by following ways.
It started a production in simple packing and without brand name and satisfied the
demand at canteen since, the quality is best the demand of the product was increased.
This development had lead BALAJI from normal wafer producers to BALAJI WAFERS
PVT LTD in 1990 up to now BALAJI was producing the products manually.
After then to meet the demand they started manufacturing the product in semiautomatic
plant the production capacity of this machinery was 200 kgs per hour.
After then they adopt a highly techniqued fully automatic plant which is only one in
whole of Asia the production capacity at this plant is 1200 kgs per hour.
Recently they set up a huge fully automatic plant for production as well as nitrogen
packing for long term preservation of the products.
Chairman
Managing Director
Technical Director
Research And Development Managed
General Manager
Marketing Manager
Sales Representative
Form of organization
According to John Piffiner Organization is an essentially a matter of man to man job to job and
department to department.
There are different types of organization like
Line organization
Staff organization
Line and staff organization
Committee organization
Project organization
Matrix organization
Out of all these Balaji Wafers follows line and staff type of organization structure line and staff
organization means to prepare plans to take vital decisions and to implement them effectively
all these function cannot be performed simultaneously by a single person hence there emerged a
system where in line officers received advice from the staff experts the organization structure is
as follows.
ORGANIZATION STRUCTURE
Chairman
Technical
Production
Managing
workers
manager
Packing
Working Marketing
Area wise
Technical
Technicalstaf
superviso
staf
manager
salesmen
To have a clear understanding of the wafers industry and Balaji wafers Pvt. Ltd.s
position in market.
To know the awareness amoung the customers about the balaji products.
To conduct an exhaustive market research on introduction of new flavors.
To check price acceptance, innovation excitement amongst consumers.
To compare the balaji products with other brands.
To check the awareness as well as level of satisfaction of retailers with distributors & the
company with regards introduction of new flavors.
Research Methodology
Research
Research is the application of human intelligence in systematic manner to a problem. It may
minimize the total uncertainty by intelligence use of the most reliable data available in the
organization.
According to P.V. Young we may define research methodology as scientific undertaking which
by means of logical and systematized method, aims to discover new facts.
Sources of data
8
There are different sources of collecting data before deciding the sources to collect the data one
has to make a proper planning of investigation and purpose of inquiry following are the sources
of collection of data
Internal sources
Such type of information is always available in books of organization e.g. sales,
production, salary and wages etc.
External sources
This type of information is collected from outside agencies hence it is called data
collected from external sources primary data are original and first hand information while
secondary data are second hand information already prepare or collected in the previous
research.
Data Analysis
Market share of Balaji
Market Share in %
11%
Balaji
Haldiram
16%
45%
Lays
other
28%
The sample size of the survey was very large and tedious to interview.
The time taken to interview each consumer was a lot as every consumer had to be first
explained everything and had to be dealt with patience.
The survey is conducted in nanded only.
The time frame given to us was not enough to cover a larger of sample size.
10
Survey Analysis
1. Comparison between consumer choices?
14
12
10
8
Balaji
Haldram
Lays
4
2
0
Quality
Quantity
Taste
Price
Su
rvey Analysis
Quality
Quantity
Taste
Price
Balaji
Haldiram
6
11
8
13
Lays
8
8
6
5
No. of
customer
11
6
11
7
25
25
25
25
11
Data Collected
Consumers approached were asked about their satisfaction in this study. This question was
answered by 25 consumers. The satisfaction scale comprised of three ranks Quantity, taste and
price.
Analysis
From the table, bar graph depicted above, satisfaction levels with the above 25 respondents who
answered the questionnaire,13 members are satisfied with balaji wafers
Interpretation
By analysing the responses to this question, we, the researchers, as well as companies, can
identify the effectiveness of advertisements, location, brand, price, promotion, product variety
etc., on the target consumers. This helps to understand the current consumer perception about
Balaji wafersr and the corresponding satisfaction levels.
12
Product
No. of customer
Salted wafers
Masala wafers
Tamato wafers
Namkin
Total Customer
25
13
Data Collected
Consumers approached were asked which form of advertisement they thought was most
effective. This question was answered by 25 consumers. No of customer mostly buy. The options
laid before the respondents were the result of observation and interview as being the most
popular which the consumers identify as means of advertising.
Analysis
The table, pie chart depicted above, the effectiveness of the customers choice. Of the 25
respondents who answered the questionnaire, 8 indicated that they like masala wafers. Of the 25
respondents who answered the questionnaire, only 4 indicated that they like salted wafers.
Interpretation
The respondents give very little credit to salted wafers and tomato wafers. This is indicative of
the fact that most of the public ignore salted and tomato wafers. Thus, it can be surmised that
masala wafers and namkins are like by customers.
14
8
6
4
2
0
50 grms
Packing size
80 grms
120 grms
No. of customer
50 grms
80 grms
12
120 grms
Total customer
25
15
No. of customer
14
12
10
No. of customer
8
6
4
2
0
Daily
Period
Weekly
Monthly
No. of customer
Daily
Weekly
12
Monthly
Total customer
25
16
Customer
View
Yes
No
Total
Customer
No. of
customer
22
3
25
Yes
No
17
Product Planning
Product planning means the planning for the product that is to decide what type of production is
to be produced or what needs or requirement the product has to satisfy and for whom the product
is meant. Product planning is an important concept for any industry. Every industry must plan its
products as which result profitable for the company and satisfy the consumer wants. So far as
Balaji Wafers is concerned its main produces
1. Potato Wafers
2. Masala Potato Wafers
3. Banana Wafers
4. Banana Masala Wafers
5. Farali Chevdo
6. Ratlami Sev
7. Sing Bhujiya
8. Chana Dal
9. Peanuts
10. Mung dal
11. Vatana
12. Masala Sing
It plans its product in order to maintain existing customers in fact BALAJI WAFERS PVT LTD
does not require much of product planning it has a very good marketing network and also a very
good market for its product.
18
Pricing Policy
Out of 6 Ps of marketing mix pricing is one of them price of the product is main element in any
organization. Therefore, decision regarding price is the most vital decision for a marketing
manager. Right price can promote sales of the company. While wrong price affects the sales of
the company largely, so mixing of price is more important than all other tasks.
Pricing is an important element of the marketing department. a company has to setup the pricing
policy considering so many factors such as demand, competition, government interference etc
even company has its own pricing policy.
Balaji Wafers Pvt Ltd is in concerned the company tries to keep least prices than competitors
price lower prices are there because of their minimum advertisement cost. The company has
adopted retail pricing policy under the policy the company binds the retailers to sale the branded
goods at the fixed rate decided.
The company gives fixed commission to dealers the catalogue of price is given as follows:-
Price List
Product
Balaji
Lays
Haldiram
Potato Wafers
(Price/80grms)
10 (Rs)
(Price/80grms)
15 (Rs)
(Price/80grms)
__
Masala Potato
10 (Rs)
15 (Rs)
__
Wafers
Banana Wafers
10 (Rs)
__
__
Farali Chevdo
10 (Rs)
__
15 (Rs)
Ratlami Sev
10 (Rs)
__
15 (Rs)
Sing Bhujiya
10 (Rs)
__
15 (Rs)
Chana Dal
10 (Rs)
__
15 (Rs)
Advertisement
19
Branding
The word brand is a comprehensive term. The brand is to name or mark is a proof of ownership
it means a signor symbol of quality. it is the best means of advertising and positioning in the
market branding is the best means of capturing and retaining the consumer demand in a
competitive market the marketer can create brand equity, brand loyalty and brand image for his
products only through branding.
Balaji wafers pvt ltd has the brand name as BALAJI.
Packaging
packaging may be defined as the general group of activities in the planning of a product these
activities concentrate on formulating a design of the package and producing an appropriate and
attractive container or wrapper for a product the container itself can act a forceful though silent
and colorful salesman at the point of purchase or an effective medium of advertisement
encouraging impulse buying many a time , package design itself can act as a register brand,
packaging is necessary to present flowing out of such liquid. It is essential to maintain freshness
and quality; it can prevent the danger of adulteration. In BALAJI the packing is done by fully
automatic packing machine. They are able to prepare 180 to 100 packs in 1 minute.
20
Slogans
The entire well known companies have selected an effective and meaningful slogan to
communicate with their customer about the product in very few words it is the explanation of the
product in one line in emotional way the slogans with right meaning attract the consumer to
purchase the particular product forever.
Balaji has the following slogans:In English
Any time crunchy , All time fresh
In Gujarati
Jyare pan khav karkari ane taji
Swot Analysis
The following are the strength, weakness, opportunity, and threats Of Balaji Wafers Pvt Ltd:21
Strength
1.Balaji is an established brand in region of Gujarat hence it enjoy very good brand name.
2.Balaji has a strong distribution network in Gujarat.
3.Balaji is the first company to launch the wafers in Gujarat market.
4.Company gives healthy profit margin to retailers so they are also very satisfied with companys
product.
5.To maintain quality at any cost is the first and strong object of the company.
6.Balaji having the one and only fully automatic plant for production in Gujarat.
7.Balaji has a long experience in relating region of Gujarat. Hence it can use them as an
advantage to establish its leaders in the market.
Weakness
1.Balaji does not aggressively advertise on T.V. or in other media.
2.In this company there is no facility of own warehouse.
Opportunity
1.Balaji is a well known established brand in wafer market in Gujarat. Hence it can use its brand
name further established itself in the national market.
2.As the real income of the people increases day by day, there are lots of avenues that can be
explored by the company to attract potential market in the urban, semi urban and rural areas. The
company is now launching the products in Maharashtra state.
Threats
Balaji switching amongst consumer has increased due to new entrances offering various products
in the market so it may be possible that the regular customer of BALAJI start trying to buy other
brands of wafer. Hence the company must keep upgrading its product list to suit and match the
faster and ever changing demand of customer and to give them maximum satisfaction.
1) Availability Of Product
In relation to this question all the retailers replied positively, which shows 100% availability of
all the products of BALAJI on time without any delay.
2) Popularity Of The Product
When I asked about customers preference or about the product highly demanded by the
customers, the retailers said that
a.Highest demand is for potato chips
b.Second is for Farali Chevdo
c.Third is for namkeens like ratlami sev etc.
d.Fourth is for sing.
3) Option For Unsold Goods
For unsold goods dealers should provide option like money back or changing of the stock etc.
BALAJI dealers also give the option of replacement it is one of the good techniques of
promoting the product.
All the retailers got replacement facility however in reality most of the retailers said that there
hasnt been the case of unsold stock.
23
Conclusion
Balaji Wafers Pvt Ltd is profit making company. It works smoothly since it is established there
the company follows all the principles of physical distribution and also follows standard ordering
processing system and it has also control the inventory by appropriate department. The
distribution channel of the company works efficiently and effectively towards achieving the
goals with full of confidence and cooperation.
Recommendation
Therefore there is no need for recommendation to the company but I feel that if the company
starts advertising on large scale on television media it can expand the business from Gujarat to
whole of nation and after that even at international level because the quality is high of the
product so I see a bright future of this company in India.
All my best wishes are with them for sparkling future.
24
Annexure
Questionner
Name:
Age:
Occupation:
Address:
5. Which product of Balaji you buy?
Salted wafer [
Masala wafer [
Tamato wafer [
Namkin [
Weekly [
Monthly [
] Yearly[
Quantity [
Taste [
Price [
No [
Quality
Quantity
Taste
Price
12. What is the one thing you look for while buying a wafers?
25
______________________________________________________
______________________________________________________
13. Which size of packing you like to buy?
a. 50grms [
b. 80grms [
c. 120grms [
Bibliography
26
1) Books
Marketing Management - Philip Kotler
Marketing Management - Verma and Agarwal
2) Reports
Some old reports for reference
http://www.balajiwafers.com/
27