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A PROJECT REPORT ON

MARKETING RESEARCH A AND ND SALES &DISTRIBUTIO &DISTRIBUTION N OF

PRESENTED TO

MAHAMAYA TECHNICAL UNIVERSITY In the partial fulfillment of Master of Business Administration

PRESENTED BY ASHWANI KUMAR, SESSION 20012-14 ROLLNO.1279270009, In the guidance of INDUSTRY MENTOR GAURAV MAHAJAN MARKETING MANAGER HALDIRAM SNACKS PVT.LTD 1

FACULTY MENTOR DR. PRACHI NAGAR PROFESSOR IAMR

INSTITUTE OF ADVANCED MANAGEMENT AND RESEARCH

BONAFIDE CERTIFICATE

It is certified that the project report titled “MARKETING RESEARCH AND SALES & DISTRIBUTION” is the bonafide work of Mr. Ashwani Kumar who carried out the project work under my supervision.

Dr. Prachi Nagar, (Professor, IAMR)

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

ASHWANI KUMAR MBA Roll no-1279270009

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ACKNOWLEDGEMENT “Perseverance inspiration and motivation have always played a key role in success of any venture”. I hereby express my deep sense of gratitude to all the personalities involved directly and indirectly in my project work.

I would thank to God for their blessing and my parents also for their valuable Suggestion and support in my project report. I express my sincere thanks to my company guide Mr. Gaurav Mahajan, Manager of marketing & sales, Haldiram’s snacks pvt ltd, Noida for giving me an opportunity to work under his guidance and support during the course of the project. I would also like to thank Mr Avnish Sharma marketing team member, Ghaziabad for their valuable inputs and suggestions that have played a crucial role at every stage in the development of the project. I would also like to thank MR. Anurag Goel (Senior Sales Officer) for his guidance and better co-operation and help that is being provided in collecting the data and filling the questionnaire. I owe a special debt of gratitude to the entire individual and retailers, distributors & consumers who helped me in completing the project and to all the retailers for their better cooperation & help being provided by them Last but not the least; I would like to express my sincere gratitude to all faculty members who have taught me in my MBA curriculum and our Director Prof. Tushar Kanti who has always been a source of guidance, inspiration and motivation. However, I accept the sole responsibility for any possible errors of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

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(ASHWANI KUMAR)

TABLE OF CONTENT 1) Executive summary 2) Introduction 3) Company Profile 4) Product 5) Outlets 6) About the competitor 7) Objective 8) Research Methodology 9) Research Design 10)

Data Analysis and interpretation

11)

Swot Analysis

12)

Marketing Mix

13)

About the market

14)

Findings

15)

Suggestion

16)

Limitations

17)

Bibliography

18)

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Questionnaire

EXECUTIVE SUMMARY There are many varieties of snacks foods, which are produced in India, and the type of snack food varies according to the region. The snacks market has changed with the advent of innovative products. It has emerged as a fast, customized and large market. There is also a changing perception of consumers towards processed foods, served in centralized food service system. The primary reason for these changes is the dynamic marketing environment in the snacks business. Changes in the marketing environment have generated a need to reconsider the managerial perspectives on marketing in the snacks business. And in this new arena of increased competition and market saturation Haldiram’s is still doing well with highly satisfied customers. As it has very skilled management who can easily sense customer requirement, maintain product quality and frequent market research always assures product authenticity in the market. This Project has given me a great learning experience and at the same time it has provided me enough scope to implement my analytical ability. This project has helped me to know the importance of customer complaints, vendor development, use of MIS and ERP, promotional strategies of Haldiram’s, market visit, sales & distribution forecasting and market survey. The analysis and study presented in this Project Report is based on data analysis, market research, and thorough study of marketing strategies used in Haldiram’s to maintain its brand equity in the niche market. This Project as a whole provided insights into the different facts of marketing in an organization but the major focus can be divided majoring into four parts viz. market survey, research, promotional strategies and sales&distribution.

PURPOSE OF REPORT The purpose of the report is to learn the facets of marketing and do the forecasting of sales and laminates for Haldiram PVT. LTD. Along with that I have also worked in the following areas: Sales and distribution  Market visit for retail shops 6

 Market research on ―customer satisfaction”  Promotional strategy

INTRODUCTION This project is done through EDS and under the title “Marketing and Sales &Distribution” Preparing this project I went to each and every distributors & retailers because I was doing market research & sales research. It include, total market volume that is being sold in grocery shop small shops and from distributors and retailers shopping malls big bazaar, and others where chips and namkeens are sold. I have collected about all the product of Haldiram’s but worked basically for chips and Namkeens segments. I went to the retailers and saw the chips and Namkeens there I observe the following things  Whether our product is available or not at that canteen.  If not then we saw of which company product is available.  How much sale is of that particular counter and what the sales volume that counter may give to us.  What is the strength of that particular counter?  Has that counter so many brands of chips and Namkeens. And if we get our product, we used to asked the sales volume, response of consumer, delivery and thus came to know interest of retailers & consumers If we didn’t get our product we said about us, about our products, about the margin what about margin difference, comparing the competitors’ product and margin provided by them. And then we made them understand the extra facilities and unique selling point of our product and make them ready to sale our product. Thus we developed the market for Haldiram’s product. After this we saw the competitor’s product (quantity) and asked the strength. We also counted the signage and a stand of all the competitor’s company and Haldiram’s which is at that particular store.

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

COMPANY PROFILE HaldiRam’s Corporate Success Story – Dreams Blooming into Reality HaldiRam’s : The Company which is today synonymous with Indian snacks and sweet food market started the first chapter of the saga, as a small sweet shop in Bikaner, Rajasthan in 1935 . By 1982, the company had set up its business in Kolkata, Nagpur & the bustling Chandni-Chowk in Delhi. An important diversification was inroads into the restaurant business with HaldiRam having 11 restaurants cum showrooms at premium locations of Delhi & NCR with plan to open various outlets in Northern India. Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S. Agarwal and backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish & Umesh Agarwal) and Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal (Consultant) , Rahul Kathuria , VK Gupta, Mr. A.K. Tyagi) , today, the Vision and Mission of the company is to have global presence as Food & beverage company through  Innovation  Professionalization  Expansion  Strategic Approach  and, Business Acquisition Haldiram is on the way of its vision as today it is an ISO 9001 & HACCP certified company and has presence all over India, 62 countries (UK, US , Germany, Australia, UAE- to name a few) in world and top supermarkets of the world like TESCO, SOMMERFIELD, SPINNEYS, CARREFOUR. The fact that today HaldiRam exports 60 mn dollars goods and has registered 40% growth over last 5 years itself tells its success story Haldiram’s success saga is because of the pro-active thinking of making access into the traditional, fresh homemade food and skillfully converting it into a product line extension. 8

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. Also the Supply Chain which is broken down into two categories of retail and institutional sales is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the product available at remotest town of the country. HaldiRam has managed details of right technology, packaging standardizations, consumer affordability, quality tasty products, and volume deliverables extremely well to weave the magical success saga. Last but not the least, the People behind the product – the local talent needs mentioning as they have helped HaldiRam grow big. Today, Haldiram can proudly claim that what began as a small-time enterprise in India is a global phenomenon now and HALDIRAM’S IS WAY OF LIFE FOR INDIANS NO MATTER WHICH COUNTRY THEY LIVE IN. Present Stock Now Today, Haldiram’s is a 1735.9 cr brand that is a familiar sight on shelves across the USA, UK and the Middle East. Non Resident Indians carry back packets of Haldiram’s along with the farewells and nostalgia. And it is this name that they look for as they scan shops for familiar scents and sights. Presently it has four plants in and around Delhi that produce 50 tonnes of namkeens (56 varieties), 20 tonnes of chips, papad (7 varieties) and fun food and 5 tonnes of tinned sweets (12 varieties) and soan papdi, on daily basis. Two more production units are coming up which will not only increase capacity but also makes it possible for us to introduce new product lines. For over 60 years now, the firm has been unifying the palate of India. It has not been the simplest of tasks; India speaks different taste buds to match. However, today it is a name that has become synonymous with taste and quality not only within India but the world over. Today Haldiram’s occupies considerable shelf space at prominent supermarkets the world over: Tesco, Summerfield, Sipneys, and Carrefore. From traditional Indian sweets and savouries to the more international chips, cookies, nuts and sherbets, its products are fast capturing the imagination of people making it possible for it to aim for deep penetration in the Middle East, East Europe and parts of North Africa. 9

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. 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.

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Awards & Achievements Haldiram’s is an ISO 9002 and HACCP recognized company with several awards under its belt.  International Award for Food & Beverages awarded by Trade Leaders Club in Barcelona, Spain in 1994.  Kashalkar Memorial Award presented by All India Food Preservers Association in 1996 at its Golden Jubilee Celebration for manufacturing the best quality food products. Hind Rat atan an Awa rd. d. 97 given by NR I Welfare Soc oc iet ety of India  Hi  Brand Equity Award 1998 was awarded by Progress Harmony Development Chamber of Commerce & Industry in recognition of creating a successful Indian brand.  APEDA Export Award 2001-2002 was awarded by Agricultural & Processed Food Products Export Development Authority for outstanding contribution to the promotion of Agricultural & Processed Food Products during the year 2001-2002.  MERA Delhi Award was awarded by Agricultural & Processed Food Products Export Development Authority in the year 2004.  AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business School, Amity University for best H R practices (Retail) in the year 2008.

SALES TURNOVER (2008-09 TO 2012-13)

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Sales Turnover

Rs (crores)

2008-09

774

2009-10

937

2010-11

1177

2011-12

1477

2012-13

1736

DISTRIBUTION FLOW CHART Haldiram’s transacts on an advance RTGS basis from its wholesale dealers instead of the cheque or cash system adopted by other major FMCG companies. This practice is consistent with Haldiram’s philosophy of maintaining cash transactions throughout the supply chain and it also minimizes dumping. Distributers carry inventory that is just adequate to take care of the transit time from the branch warehouse (C&F) to their premises. This just-in-time inventory strategy improves dealers return on investment (ROI). All Haldiram’s branches engage in route scheduling and have dedicated vehicle operations.

INDUSTRY DISTRIBUTION NETWORK

FACTORY

C&F

INSTITUTIONAL SALES

DISTRIBUTORS

WHOLESALERS

RETAILERS

RETAILERS

CONSUMERS

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Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar Pradesh, Bihar, Jharkhand, North East.

PROMOTERS  Mr. Manohal Lal Agarwal (Chairman)  Mr. Anand Agarwal (MD)  Mr. Ashish Agarwal (Executive Director)

Board of director’s

Managing director

President

Accounts & finance

R&d

Sales and marketing

I am working under the sales & marketing manager Mr. Gaurav mahajan.

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Gmoperation

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

ALL IN ONE

BOMBAY CHANA

CHANA DAL

HALKA FULKA MIXTURE

ALOO BHUJIA

BOMBAY MIXTURE

CHANA JOR GARAM

HARA CHIDWA

BANANA CHIPS

BOONDI BHUJIA MIXTURE

CHIDWA PLAIN

KABLI CHANA

BANANA CHIPS MASALA

BOONDI MASALA

CORN FLAKE MIXTURE

KAJU DAL BIJI

BANANA CHIPS SALTED

BOONDI PLAIN

DAL BIJI

KAJU MASALA

BANANA CHIPS TANGY TOMATO

BOONDI RAITA

GHATIA

KAJU MIXTURE

CHAIPURI

FALAHARI MIXTURE

KAJU SALTED

BHELPURI 14

BHUJIA

CHAKOLI

FALAHARI WAFFER

BHUJIA PLAIN

CHANA CRACKER

GUJRATI MIXTURE

KARANCHI MIXTURE

OM PURI

NAVRATTAN

KASHMIRI MIXTURE

SEM BEEJ

PANI PURI

NIMBU MASALA

KAKHARA CORIANDER

SAHI MIXTURE

PUNJABI TADKA

NUT MIX

KAKHARA JEERA

MOONG DAL MASALA

METHI SEV

LONG SEV

KAKHARA MASALA

MOONG DAL MAST MASALA

MINI BHAKAR BADI

MADARASI MIXTURE

KAKHARA METHI

MOONG DAL CHATAK MASALA

MOODI MIXTURE

MASALA TWIST

KAKHARA PLAIN

KHATTA MEETHA

MOONG DAL

MATHRI

SAMOSA

KANPURI MIXTURE

Namkeens: Produced at Haldiram Manufacturing – Gurgaon

BHELPURI

MOONG DAL MASALA

BHUJIA BHUJIA PLAIN 15

MOONG DAL MAST MASALA

MOONG DAL PANIPURI

MOONG DAL CHATAK MASALA

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

Aloo bhujia

Khatta mitha

Navrattan

Moong dal

Panjabi tadka

All in one

Dal biji

Bombay mix

Kashmiri mixture

Shahi mixture

Kaju mixture

Chana dal

Chana cracker

Chana jor gram

Bombay chana Methi sev Chilli pataka

Nimbu masala Gujarati mixture

Madrasi mixture

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Kabuli chana Karodpati Bikaneri malai sev Hara chidwa Mini bhakhar badi Murukku

Long sev Teekha sev Chatpata matar

Halka fulka mixture chakoli

Cornflakes mixture

Snacks ( Items & Products in this category )

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

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Pudina Treat (Chips)

Takatak Masala

Aloo Masala

Classic Salted (Chips)

NATKHAT TOMATO (Takatak)

Sour & Cream Onion

Mast Masala (Chips)

Cheezi Balls (Whoopies)

Boletos

Tangy Tomato (Chips)

Chatpata Stix (Whoopies)

Ringos

Papri chaat (Chips)

Heart Beat (Whoopies)

Aloo masala

Sweets ( Items & Products in this category )

Sweets :: Produced at Haldiram Snacks Noida

Rasgulla

Chamcham

Kalam petha

Rasmalai

Rajbhog

White Rasbhari

Gulab jamun

Kesar Rasbhari

Kesar Gandheri

Soan papdi desi ghee

Soan papdi Soan papdi vegetable

chocolate

ghee

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