Professional Documents
Culture Documents
On
For
UTTAM NAMKEEN
Ahmedabad
Place: Ahmedabad.
Project Guide
Mr.Jignesh Doshi
Assistant Manager (Mkt.)
Uttam Namkeen
Chirag patel
Ajay daraji
Indian Namkeen Business is now growing and we all know there is huge market potential
in Indian market. Uttam Namkeen is come out from Uttam dairy which having
membership of GCMMF(Gujarat co-operative milk marketing federation). Uttam
Namkeen is entered in the market with five product range such as Mung Dal, Ratlami
Sev, Bikaneri Sev, Mix Chavana, Sing Bhujiya.with package of Rs. 5 only and package
contain weight of 45 gms.
In this entire exercise we have tried to evaluate the market potential of Brand “Uttam
Namkeen” in the market. This includes various brand of Namkeen product. Balaji is
market leader, Samrat is at second number and Uttam is challenging to both.
Again we also have to measure the efficiency of various level like Distribution channel,
Packaging style, Margin level, Effective media, Effective point of purchase etc. by our
research.
1 Introduction 7
Uttam Namkeen 7
Balaji Namkeen 9
Samrat Namkeen 10
Real Namkeen 12
Sushma Namkeen 13
SWOT Analysis 15
4P’s Marketing 16
5 Force Analysis 17
2 Theoretical Aspect 18
Market Research 18
Research process 19
Research Design 20
3 Research Proposal 22
Research objectives 22
Data Sources 23
Sampling Procedure 24
Limitation Of Research 25
Research Instrument 26
4 Questionnaire 27
Evaluation Of Questionnaire (Retailer) 27
Evaluation Of Questionnaire (Customer) 50
5 Findings 74
6 Recommendation 75
7 Bibliography
8 Annexure
Uttam Namkeen is come out from Uttam dairy, which is one of the leading milk and milk
products making of Gujarat, head quarter of Uttam Namkeen and dairy is located at
sukhram nagar near gomtipur.
The plant of Uttam Namkeen is located at navapura near changodar has capacity of
production of Namkeen more then 300Kg. per day. And it is not bad for initial stage.
History:
On 12th September 1985 based on an order by Registrar of Co-operative Societies, Ajod
and Sardar Unions were amalgamated to form a single Union, The Ahmedabad District
Co-operative Milk Producers’ Union Ltd., the present day UTTAM DAIRY, Gopalak
Unions ceased to function. And in the month of December of 2007 Uttam Namkeen is
launch under the total management of Uttam dairy.
Organization:
The Union’s Cattle Feed Plant (an ancillary) at Sarkhej was installed with a capacity of
100 Metric Tones per day . The GDDC Ltd took over this plant for a period of five years
on lease and license basis in 1985. However, before the completion of the stipulated
period the plant was returned to Uttam Dairy in 1989. At that time, Uttam Dairy was
marketing around 265 MTs of cattle feed per month. After taking back this plant, all our
efforts were diverted towards development and the plant is run on an average of 60%
capacity marketing around 1500 – 1800 MTs of cattle feed per month. Further attempts
are being made to increase the marketing of cattle feed in rural areas thereby achieving
100% capacity utilization.
The Managing Director Mr. H A Nadiadwala manages the entire operation of the dairy,
and he reports to the elected Board of Directors comprising of twelve members who are
the representatives of qualified milk producers’ cooperative societies
Quality Policy:
This accomplish through,
Continual up gradations of processes and procedures for better product quality
and food safety.
Application of innovative techniques and the-state-of-art technology.
Implementation of clean milk production programme.
Application of eco-friendly processes and operations.
Network:
The wheel of network is devised under the ideal distribution channel network. That
ensures to supply fresh product in any corner of Gujarat within 24 hours. Uttam dairy has
fastest distribution network because they have membership of GCMMF.and this is
advantages to the Uttam Namkeen.
Plant Location:
Following two sites of Uttam Dairy are under certification of IS O: 9001-2000 and
HACCP-9000.
Ahmedabad District Co-operative Milk Producers’ Union Limited.
Near Sukharamnagar, Gomtipur, Ahmedabad 380 021.
Ahmedabad District Co-operative Milk Producers’ Union Limited.
Sarkhej – Bavala Road, Navapura, Ahmedabad 382210.
BALAJI NAMKEEN
8 S.V.Institute of Management,Kadi, North Gujarat university
Faith in God, Faith in Good Taste
The makers of 'Balaji Group' brand wafers and Namkeen food products has deep faith in
God & in good taste. Converting dreams into reality it leads them to the biggest potato
wafers plant of India. The Balaji plant covers over 85,000 sq. m. area in the outskirts of
Rajkot city. Its big taste revenue i.e. turnover touched to the crore rupees milestone.
Balaji Group has 90% shares of wafers market and 70% shares of Namkeen market in
Gujarat.
History:
The journey of Balaji Group in year 1976 by the member of Virani family. For supplying
wafers and Namkeens to local brands to the patrons of Astron Cinema, Rajkot. Due to the
shore supply of that product they decided to make their own product line in year 1982.
By the overwhelming retail success they inspired to set a semi automatic plant. Instead of
preparing wafers by the traditional frying method this semi automatic plant boosted the
quality, taste and more sales also. The fame of taste reached to the whole Gujarat hence it
was time to takeover the whole Gujarat so that biggest automatic plant of Gujarat came in
to the picture. Quenching the demand of Gujarat, Maharashtra and Rajasthan region
Balaji Group is now looking forward to march over India
Network:
The wheel of network is devised under the ideal distribution channel network. That
ensures to supply fresh product in any corner of Gujarat within 24 hours. You can have
Balaji snacks in every 100 meters of are in Gujarat. At Balaji is not just distribution but it
is an euphemistic effort of team work.
Strategy:
This simple mantra rocked and changed the definition of chip world. Winning the heart
by quality and great taste and distributing sufficient dealer margin is a winning strategy
of Balaji Group. Its 'Value for money' strategy enables even a kid to buy fresh & healthy
food in small prices. Indeed in a neck to neck competition ear one must implement new
ideas and Balaji group has developed the think tank who continuously update strategy in
the right direction. Think win-win & Stay ahead with us.
Future Plans:
Balaji Group perceive in growth rather say development to touch the sky. The company
will enhance its product range by adding some futuristic and Indian traditional taste
company will plan to some extruded snacks and western products to their Global market.
Recently company has acquired more space where its entire Namkeen unit will be shifed.
The future will see more of Bhikubhai Virani as a Chairman, Mr. Chandubhai as a
Managing Director, Mr. Kanubhai Virani as a Technical Director & Mr. Keyur Virani as
a R&D Director. At Balaji progress is a life line.
SAMRAT NAMKEEN
9 S.V.Institute of Management,Kadi, North Gujarat university
Great Taste of India
About Samrat:
Indian food is known for its mouth-watering potentiality in the entire globe. Namkeen is
a popular food item, savored by one and all owing to its spicy, crunchy and crispy taste.
Samrat Namkeen Ltd. is a noted manufacturer, exporter and supplier of premier quality
Namkeen products. The eminent enterprise offers a wide range of healthy, hygienic and
tasty Namkeens such as Alu Wafers (salted), Alu Wafers (masala), Kela Wafers (Mari),
Kela Wafers (masala), Farari Chevda-mola, Farari Chevda-thika, Sing Bhujia, Mung Dal,
Bikaneri Sev, Ratlami Sev, etc. Incepted in the year 1979 as a small home-made eatables
unit at Swaminarayan Temple, Narayan Ghat, Ahmedabad, Gujarat, the company
established itself as a market leader by delivering unparalleled products at the most
reasonable prices.
Today, the Samrat brand posts a turnover of more than Rs. 15 crore, and reaches the
length and breadth of India through a huge network. Our products are exported to the US,
Middle East, South Africa and many other countries. The company has obtained
memberships of the Snack Foods Association, USA, Agricultural & Processed Food
Products Export Development Authority (APEDA), India, Gujarat Chamber of
Commerce & Industry (GCCI), Gujarat International Trade Promotion Council,
Ahmedabad Mithai & Farsan Association, etc. It also has export approvals from the
Reserve Bank of India, and the Import Export Code. Samrat was the first of its kind to
receive official permission from the Indian Railways to supply its products inside railway
stations -- opening up for the brand a gigantic marketplace.
Product Range:
Samrat Namkeen Ltd. is a renowned manufacturer and exporter of more than 24 lip
smacking products. The company offers a whole range of spicy, scrumptious taste
experiences that satisfy connoisseurs and common people alike. Our catalog of products
include:
Packaging:
We offer our products in attractive and air tight packaging that not only protect our
products from any sort of contamination or damage but also keeps the freshness and taste
of the products for months. The date of manufacturing and expiry date is printed in bold
letters on the packet so as to inform the consumers regarding the authenticity of
products.
Future Plans:
We will bring out more and more traditional food items of Gujarat in a modern packaged
format, and offer them to taste-lovers everywhere. The company is planning to
experiment and introduce more blend recipes that combine traditional Namkeens with
popular food items from other States of India and with even Continental and European
cuisines.
Infrastructure:
We have a well equipped facility located at GIDC zone at Naroda, Ahmedabad which is
armored with innovative technologies to manufacture world class items. The company
possesses automated machineries that help it to ensure smooth and efficient production.
We reach the length and breadth of India through a network of more than 200 distributors
and 35,000 retailers
Product Range:
Ratlami sev
Bikaneri sev
Aloo sev
Chana dal
Mung dal
Sing bhujiya
Masala sing
Kela wafer
About company:
Driven by a promise to provide excellent quality and mouth-watering taste, SUSHMA
NAMKEEN has been ticking the taste buds of people world over since 1979 with its
wide range of appetizing products. Traditionally SUSHMA NAMKEEN has been
catering the true taste of Indian snacks to the world prepared in highly hygienic, clean
and healthy environment. The recipes are truly authentic made from the best quality
ingredients giving you a taste that will linger on in your mind for a long time.
The manufacturing unit at Changodar, just outside Ahmedabad, is a fully automated,
state-of-the-art and highly hygienic unit under strict surveillance of stringent quality
control conditions. Care is taken to procure the best quality ingredients from markets all
over the country at season time. These ingredients are than stored at clean and hygienic
storage unit.
The grinding of the ingredients especially the Masalas also happens inside the clean and
hygienic surrounding of the production unit.
The production process happen under the strict supervision of quality controllers and
food experts.
And finally the hi-tech packaging unit ensure a long lasting freshness and the best quality
product every time you open the pack of SUSHMA NAMKEEN.
With year of experience in savoring the taste buds of millions of people, the corporate
policies at SUSHMA NAMKEEN are open and transparent. There is no question on
compromise on quality what-so-ever.
The belief that quality and taste is what attracts people has worked well at
SUSHMA NAMKEEN.
Today SUSHMA NAMKEEN is considered to be one of the best in the market with
reputation for providing the best quality and the most appetizing products.
Quality Policy:
Sushma Namkeen Pvt.Ltd. grew into a popular snack foods brand, there was one thing
that founder Mr. Bhupendra S. Vaid personally ensured -- that while the quantity of
Sushma Namkeens increased steadily, and their quality remained the same.
As the demand for Sushma Namkeens raised manifold along with increased capacities, he
incorporated modern methodologies of quality control and hygienic plant management.
Directors of the group, some of them with more then 20 years of experience in the field,
directly handle the quality control department. The basic food materials come from
Sushma's own mini flour grinding mill, so that the company can exert total control over
product quality.
The pulses, grains and fruits are sourced from Western India's best markets on peak
seasons, and kept in scientific storage. the automated packaging unit enables long-lasting
freshness & total hygiene of the products.
Product Range:
Chana Daal
Masala Sing
Khat-Mith Mung Daal
Golden Bite
Chavana
Alu Sev
Sing Bhujia
Mung Dal
Ratlami Sev
Bikaneri Sev
Chana jor Garam
Farari Chevda
Kela Wafer
Aloo Wafer
Product:
There are five products what we are researching for, that is ratlami sev, bikaneri sev,
mixchavana, mung dal, sing bhujiya. Other products are also coming up.
Price:
The Uttam Namkeen charges Rs.5 for package of 45gms.of each product from the
customer. They charges Rs.4 from the retailer. They are also coming up with different
price packages.
Place:
Place is one of the important factor of marketing mix. The main aim is to reach to the
target customer from company. The main office is situated Gomatipur, Ahmedabad.
Uttam Namkeen having warehouse at Navapura from where it distribute to whole
Ahmadabad,Idar, Surendranagar, Viram gam, Dehgam . Some time there is problem in
their distribution channel, in Ahmedabad there are less no. of distributor which are unable
to cover whole area of Ahmedabad.
Promotion:
It is nothing but communication with target customer. It has advertising, publicity, public
relation, sales promotion, etc. factors. At present Uttam Namkeen is on beginning phase
so there is less advertise campaign and promotional activities. Uttam Namkeen providing
scheme like 2pouch free for every 10 pouch to retailer and they have started to provide
display also. For advertisement purpose they are distribute handbill.
Can be collected by
Observational research
Focus group research
Behavioral research
Experimentation.
For this project we have employed the survey method and telephone survey method to
collect the primary data.
Another limitation is that the targeted group of research is that retailer who keeps
brands of Uttam Namkeen also in their outlet.
Retailer
Sampling size
The questionnaire is designed accordingly the research objective. And its analysis will be
done as per the collected secondary data and information.
There is special questionnaire is prepare for the market survey, which is as under.
-- Retailer questionnaire
Types of questionnaire:
Interview administered
• completely unstructured
close ended
• dichotomous
• Multiple choice
• rating scale
• importance scale
Approved
(Assistant Manager)
60 61 48 7 10
70
60 61
60
50 48
Number of 40
respondent 30
20
10
10 7
0
Balaji Uttam Samrat Real Sushma
Interpretation:-
From the above graph we can say that there is highest number of retailer which sold
Uttam Namkeen. The second highest is of Balaji Namkeen and lowest is of Real
Q.2 which brand has more selling among the following product?
30
Number of Respondent
25 24
23 22
22 Balaji
20
18 17 Uttam
15 15 Samrat
12 Real
10
Sushma
7
5 5 4
3 2 2 3 1
1 1
0 0 0 0
1 2 3 4 5
Rank
Interpretation:-
It saws that sales of Ratlami sev is highest of Uttam, second highest is of
Samrat and sales of real and Sushma is very low. There is highest number of retailer who
gave second rank to Balaji Namkeen. The taste of Ratlami sev is good in Uttam and
Samrat namkeen, that’s why they got high appreciation.
1 2 3 4
Uttam 34 25 3 1
Samrat 26 18 0 1
Real 5 2 0 0
Sushma 2 4 4 0
40
Number of Respondent
35 34
30
Uttam
25 26 25
Samrat
20
18 Real
15
10 Sushma
5 5 4 4
3 1
2 2 0
0 0
1 2 3 4
Rank
Interpretation :-
For first rank Uttam Namkeen is highest selling and Sushma Namkeen is lowest
selling.for second rank again Uttam Namkeen got highest sales but lowest sales is of Real
Namkeen.
Generally the sale of bikaneri sev is highest sales in Uttam Namkeen and second highest
sales is of Samrat Namkeen. There is tremendous taste of Bikaneri sev of Uttam namkeen
than other brand.
1 2 3 4 5
Balaji 13 29 12 3 0
Uttam 22 21 18 1 1
Samrat 27 12 5 0 1
Real 4 1 2 0 0
Sushma 1 0 5 4 0
35
Number of Respondent
30 29
27 Balaji
25
22 21 Uttam
20
18 Samrat
15
13 12 12 Real
10 Sushma
5 4 5 4
1 2 3 1
0 1 10 0
0
1 2 3 4 5
Rank
Interpretation :-
From the above graph Samrat got highest sales for first rank and Sushma got lowest sales.
Uttam Namkeen got second highest sales for first rank.Balaji got highest sales for second
rank. As we all know taste play an important role Samrat namkeen stands for sing
bhujiya’s taste.
1 2 3 4 5
Balaji 16 26 13 3 0
Uttam 24 19 19 1 1
Samrat 22 17 6 0 1
Real 5 1 1 0 0
Sushma 1 0 5 4 0
30
Number of Respondent
25 26
24
22 Balaji
20 19 19 Uttam
16 17
15 Samrat
13
10 Real
6 Sushma
5 5 5 4
1 3 1
1 1 1
0 0 0 0
1 2 3 4 5
Rank
Interpretation :-
Sales of mung dal is highest of Uttam. Samrat is on second highest. There is highest
number of retailer who give second rank to Balaji.sales of Sushma is very low. Here also
the taste of mung dal is good in Uttam namkeen than other brand.
1 2 3 4 5
Balaji 18 26 8 1 0
Uttam 24 18 17 1 1
Samrat 18 16 6 0 1
Real 4 1 2 0 0
Sushma 1 1 5 3 0
30
Number of Respondent
25 26
24
Balaji
20
18 18 Uttam
16 17
15 Samrat
10 Real
6 8 Sushma
5 4 5
2 3 1
0 1 1 1
0 0
1 2 3 4 5
Rank
Interpretation :-
Uttam is highest selling brand in mix chavana. Balaji and Samrat got second highest.
Sushma got lowest rank for sale. Due to high number of retailer of Uttam, they got good
result after that Balaji and Samrat is at second due to taste of Mix chavana.
1 2 3 4
Balaji 32 21 2 0
Samrat 25 18 1 1
Real 5 2 1 0
Sushma 3 3 4 0
35
Number of Respondent
32
30
25 25 Balaji
20 21 Samrat
18
15 Real
10 Sushma
5 5
3 4
3 2 2 1
0 1 0
1 2 3 4
Rank
Interpretation :-
More number of respondents gives first rank to Balaji for highest sale. Second highest
sale is of Samrat. Sushma got lowest first rank. Here Balaji got high result due to taste
only.
1 2 3 4
Balaji 35 20 1 1
Samrat 27 17 0 1
Real 5 1 1 0
Sushma 1 4 4 0
40
Number of Respondent
35 35
30
27 Balaji
25
Samrat
20 20
17 Real
15
Sushma
10
5 5 4
4 1 1
0 1 1 0
0
1 2 3 4
Rank
Interpretation:-
In banana wafer Balaji got highest selling, Samrat got second highest. And Sushma got
lowest selling. Same as above the taste is very good of Balaji namkeen.
1 2
Balaji 60 0
Lays 2 13
40
Number of
Respondent 13
20 2 0
0
1 2
Balaji 60 0
Lays 2 13
Interpretation:-
In sales of tomato wafer Balaji got highest selling, sales of lays is very low as compare to
Balaji. We can say that Balaji is the market leader in Wafer taste.
1 2 3
Balaji 54 4 0
Samrat 4 34 7
Lays 0 6 9
50
40 34
Number of
30
Respondent
20
6 7 9
10 4 0 4
0
0
1 2 3
Balaji 54 4 0
Samrat 4 34 7
Lays 0 6 9
Interpretation :-
Balaji got highest first rank in sales of salted wafer; Samrat got highest selling for second
rank. Same as above taste of salted wafer is very good of Balaji namkeen.
1 2 3
Balaji 54 4 0
Samrat 6 33 7
Lays 0 6 9
54
60
40 33
Number of
Respondent
20
6 6 7 9
4
0 0
0
1 2 3
Balaji 54 4 0
Samrat 6 33 7
Lays 0 6 9
Interpretation:-
In sales of masala wafer Balaji is again got highest selling, Samrat is on second highest
and lays is very lowest. Here also taste is very good of Balaji.
1 2 3 5 10 15 20
6.13 6.75 7.36 39.26 35.58 2.45 2.45
Price Packaging
45.00 39.26
Pecentage of Respondet
40.00 35.58
35.00
30.00
25.00
20.00
15.00
10.00 6.13 6.75 7.36
5.00 2.45 2.45
0.00
1 2 3 5 10 15 20
Price Category
Interpretation:-
Here we have mentioned different price category. In that Rs.5 and Rs 10 are highest
selling. And Rs.15 and Rs.20 are lowest selling categories. Due to most available
package Rs.5 and Rs.10 got highest number.
60
Number of Respondent
53
50
1
40
2
30 28 3
25 4
20 21
5
10 11
4 7 7 3
5
0 13 02
1
0
2
0
1
0
Balaji Uttam Samrat Real Sushma
Brand
Interpretation:-
Number of respondent is high who give first rank to Uttam, for second rank Samrat is
highest. For third rank Balaji got highest respondent. For the period of survey Uttam
namkeen providing scheme like 2 pouch for every 10 pouch, that’s why they got first
rank.
Interpretation :-
According to satisfaction level from delivery Balaji got highest positive response,
Uttam is at second highest and Sushma stands for lowest response.Balaji’s Distributor
coming two days in a week, so that they are good in delivery.
0 to 1000 to 2000 to
1000 2000 3000 3000 <
Balaji 20 19 9 11
Uttam 48 6 3 2
Samrat 23 11 5 6
Real 1 1 3 1
Sushma 7 0 0 1
40
2 to 3 kh
30
20 23 3000 <
20 19
11 6 11
10 6 3 7
9 3 5 1
0 2 1 0
t
a
m
i
l
ra
aj
ea
hm
tta
al
am
R
B
us
U
Brand
Interpretation:-
From above graph we can saw that Balaji is on top to get all types of order size except
order of 0 to 1000. In that category Uttam got first place. Last position is goes to Sushma
for getting order. Here only one factor play role that is demand. The demand of Balaji is
very high so that they are ordered for more than Rs.1000 generally.
1 2 3 4
Profit margin 54 9 2 0
Replacement 5 7 42 4
Service 7 43 12 2
Credit Policy 1 1 3 33
40
33
30
20
10 7 12
9
5 7 3 4
0 1 1 2 2
0
1 2 3 4
Rank
Interpretation :-
There are different criteria for keeping Namkeen. Among those most important criteria is
profit margin suggest by respondent. Second important criteria are replacement and
service but we can not avoid any other criteria.
Interpretation :
There various promotional schemes like net, stand, free sample, display, rack etc.
Most of retailer says they are providing free sample from the Uttam distributor. Some
retailer says Balaji provides them net and stand. From the survey we have find there
is need of the scheme for brand.
Interpretation :
From the above table we can see that Balaji is well-known for test and obvious
packaging. Out of total respondent 54 respondents says about that. Balaji is also able
to providing excellent service to their retailer. Test and service of Uttam and samrat
Namkeen are same in comparison and opinion from respondent.
Customer
The questionnaire is designed accordingly the research objective. And its analysis will be
done as per the collected secondary data and information.
There are special questionnaires are prepare for the market survey, which are as under.
1. Customer questionnaire
2. Retailer questionnaire
Types of questionnaire:
Interview administered
Self administered
• completely unstructured
close ended
• dichotomous
• Multiple choice
• rating scale
• importance scale
Approved
(Assistant Manager)
The 1st question is put as just for refreshment purpose. Just to create a rapport with
the respondents we have put it.
We come to know about consumer habit regarding kind of Namkeen purchasing
from 2nd question.
3rd question measures the brand recall. The image of brand can be measured by
this question.
question 4thsuggest frequency regarding purchase of Namkeen in a month
Question 5&6 will saw us brand preference among different products.
From 7th question we come to know about most prefer price package.
To check awareness of packaging content from question no.8&15
We are able to find out easy brand availability from 9th question
From question no.10 we can come to know at where Uttam retailer should be
Which factors influence to consume will be shown by 11th question
From 12th question we can say that which media is effective to give
advertisement
13th&14th question will saw us how to improve packaging style of Uttam
Namkeen
No
0
100
Yes
0 20 40 60 80 100 120
% of respondent
Interpretation :-
It saws that what a huge market potential to this industries. Because out of total
respondent 100% are consume Namkeen in their daily routine.
Both
41%
Packaged
59%
Loose
0%
Interpretation:-
From above chart we can saw that 60% respondent using package Namkeen it saws great
opportunity. But we can not forget about those 40% respondent who prefer both type of
Namkeen package and loose. The availability is very high of loose namkeen in the
market, so that’s why 40% market cover by them.
Brand Awareness
99.33 94.67
100
80
58
60 48.67
% from 150
Respondent
40 26.67
20.67
20
0
Balaji Uttam Samrat Real Sushma Lays
Series1 99.33 20.67 94.67 48.67 58 26.67
Interpretation:-
From this question we can conclude that awareness of Balaji is tremendous. This brand is
set in mindset of each and every respondent whether they are user or not. But Samrat is
also near to Balaji. In matter of brand awareness Uttam got last position. Only one reason
is that for highest awareness of Balaji namkeen that is their distribution channel.
150 100.00
Frequance of Purchase
50.00
43.33
45.00
40.00
35.00 30.67
30.00 26.00
25.00
20.00
15.00
10.00
5.00
0.00
Less than 5 5 to 10 More than 10
Frequency
Interpretation :-
We can easily measure purchase frequency of respondent from above chart. 43%
respondents are purchasing Namkeen more than 5 times in a month. And 26%
respondents are more than 10 times. Because of they generally use it as refreshment
purpose.
Ratlami Sev 1
80 2
70 73 3
64 4
60
Respondent
5
50 48
40 40 34 36
30 33 31
20 11
10 7 6 8 6 9
3 3
0 0 1 3 1
1
Balaji Uttam Samrat Real Sushma
Brand
Bikaneri Sev
120
1
106
100 2
Respondent
80 3
4
60
40 39 36
34
27
20 11 15
8 8
0 7 3 6 7
1
Uttam Samrat Real Sushma
Brand
Sing Bhujiya
80 1
70 70 2
3
60
Respondent
56 4
50 5
46
40 42
36 34
30 28
25
20
9 76 10
10 9 8 5 6
6 4 3 2 2
0 1 3 0
Balaji Uttam Samrat Real Sushma
Brand
Mung Dal
70 1
64 2
60 3
57
50 4
Respondent
43 5
40 38
30 32
30 28 30
20 13
10 7 7 8 8
7 7 6
3 4 5 4 3 5
0 0 2 2
Balaji Uttam Samrat Real Sushma
Brand
Mix Chavana 1
80 2
75
70 3
60 61 4
Respondent
50 5
40 37
36 34 32
30 32
28
20 12
10 11 6
3 9 7 9 3
0 2 1 4 02
3 1
0
Balaji Uttam Samrat Real Sushma
Brand
Farari Chevda
90
1
80 79 2
70 3
Respondent
60 57 4
50
44
40 39 37 40
30 27 27
20
14 5
10
3 1 67 2
0 0
Balaji Samrat Real Sushma
Brand
Banna Wafer
80
1
70 67 2
60 3
Respondent
55 4
50 50
40
35 33 33
30 31
26
20
10 7 5
6 4
0 3 0 2 1
Balaji Samrat Real Sushma
Brand
Interpretation :-
Balaji is highest selling brand for Ratlami sev, Mung dal, Mix chavana, farari chevda,
and Banana wafer. Samrat is highest for Bikaneri sev and Sing bhujiya and second
highest selling brand for another product. Uttam, Real and Sushma stands after Balaji
and Samrat selling. Balaji namkeen has got highest mark due to taste, packaging,
availability etc.
Balaji Lays
1 110 7
2 7 67
Tomoto Wafer
110
120
100 67
80
Respondent 60
40 7 7
20
0
Balaji Lays
1 110 7
2 7 67
Salted Wafer
120 103
100
75
80
Respondent 60 47
40 21
15 15
20 7 15
2
0
Balaji Samrat Lays
1 103 15 7
2 21 75 15
3 2 15 47
Masala Wafer
94
100
75
80
60 46
Respondent
40 21 21
8 16
20 10 8
0
Balaji Samrat Lays
1 94 21 8
2 21 75 16
3 8 10 46
Interpretation :-
For Tomato wafer, salted and masala wafer Balaji got highest sales and samrat is on
second highest sales for salted and masala wafer. Lays got very less sales. Here again
Balaji’s taste and other factor played role.
Price
Categories Respondent Percentage
1 5 3.33
2 5 3.33
3 5 3.33
5 77 51.33
10 118 78.67
15 8 5.33
20 18 12
60 51.33
50
40
30
20 12
10 3.33 3.33 3.33 5.33
0
1 2 3 5 10 15 20
Price Catogories
Interpretation :-
Package of rupees 10 is more suitable to purchase Namkeen. But package of rupee 5 is
also important because more than 50% respondent prefer to purchase it.12% of
respondent suggest package of rupees 20 so it is also important to Uttam. Due to most
availability and preference Rs.5 and Rs.10 package selling high.
Quantity Awerness
80
70.67
70
60
% of Respondent
50
40
29.33
30
20
10
0
Yes Result No
Interpretation :-
More then 70% of respondent are aware about weight of package. So it is important to
highlight it on the packaging. People don’t have habit to see weight of package.
Samrat, Uttam,
86.67 6.67
Interpretation :-
Balaji is able to cover all area of this city. This result we can easily saw from the chart.
And Samrat is also success to cover many areas. But Uttam is much lacking on this side
because only 6.67% of respondent says that Uttam is easily available. Balaji is successful
and eager for distribution network, Uttam is not that much successful in this way.
Percentage
out of 150
Types of outlet Respondent Respondent
op
e
r
l
r
t
al
rl o
rlo
ar
ee
or
M
Sh
tM
St
pa
Pa
nt
Ca
e
n
ee
n
iry
id
io
Pa
Sw
S
is
Da
ov
ad
Pr
Ro
Types of Layout
Interpretation :-
From the above question we can easily saws that most of the respondent would like to
purchase Namkeen from pan parlor, provision store and road side shop. Every people can
get namkeen easily from the pan parlor, store and road side shop.
Percentage
Factor influence to of 150
purchase Respondent Respondent
Price 49 32.67
Quantity 67 44.67
Availability 50 33.33
Test 105 70
Health 76 50.67
Health 50.67
Test 70
Factor
Availability 33.33
Quantity 44.67
Price 32.67
0 10 20 30 40 50 60 70 80
% of Respondent
Interpretation :-
Test and health plays major role to influence to buy Namkeen. But we can not miss
quantity, availability, price and other factor. We have seen Balaji and Samrat are famous
for taste first.
Percentage
Advertising of 150
Medium Respondent Respondent
Television 78 52
Radio 32 21.33
Transit 42 28
Newspaper 70 46.67
Hoarding 60 40
Bus stop 69 46
Effectiveness of media
Bus stop,
46 Television,
52
Radio,
Hoarding, 21.33
40
Transit, 28
Newspaper,
46.67
Interpretation :-
More number of respondent would like to see advertise on Television. 46% of respondent
are suggest Bus stop and News paper. And hoarding is suggested by 40%. But we can not
leave the less costly is transit media and it is suggested by 28% of respondent. People are
more habitual about television so they are suggesting we would like to see ad on TV.
Yes 27 18.00
No 16 10.67
Never
Seen 107 71.33
Interpretation :-
More then 70% respondent are not seen packing of Uttam Namkeen.Its saws that less
advertisement. And there is 11% of respondent say that this design and packing is not
competitive to other brands.Not more awareness and availability Uttam got not that much
positive opinion.
Style of Percentage
Packaging Respondent out of 150
Color 64 42.67
Eco- Friendly 72 48
Logo 56 37.33
37.33
40
30
20
10
0
Color Eco- Friendly Logo
Style
Interpretation :-
Out of total respondent 48% of respondent would like to prefer Eco-Friendly packing.
But Color and Logo also plays an important role for packaging. Eco friendliness reduce
pollution, so that’s why they suggest Eco friendly package.
Yes 81 54
No 69 46
Observation of Packaging
56
54
54
% of Respondent
52
50
48
46
46
44
42
Yes Result No
Interpretation :-
We can easily get opinion about packaging content from the above question. In that 54%
of respondent are observed packaging thoroughly. And 46%of respondent are not
observed. Again they are not habitual to see all this detail.
Awareness:
Place of retailer is also play an important role to generate awareness. For that
Uttam Namkeen should distribute display, banner, rack, hanger, net, stand etc to
their retailer
brand name must print on the plastic cartoon of Namkeen
Distribution channel:
We would recommend to the company that distributor must have to take visit of
retailer once in a week. By this improvement they can easily increase their brand
availability in the market and automatically sales will increase.
Packaging:
Packaging plays an important role to create image of brand in the mindset of
customer, that’s why quick action should be required for improvement in
packaging.
Company must have to make immediate changes in the packaging design of
ratlami sev. Because it is not looking ratlami sev on package.
Size of pouch of Uttam Namkeen is much more then other competitors pouch on
both side length as well as width. So, to reduce the packaging size is
advantageous in cutting down the cost of nitrogen gas, transportation cost,
cartooning cost, and pouch cost directly. And increase in the yield of total pouch
production.
There should be put website, customer care phone number, E-mail ID, behind the
package. It will helpful to generate awareness and improvement in the quality of
products by users feed back. there is not given such type of information on the
packaging of Uttam Namkeen
Product range:
Service:
Now a day no one can sustain in the market without providing excellent service to
their retailer and customer. The main service of replacement of goods which is not
provided by the company to the retailer. It must provide to the retailer because by
this service you can generate more number of retailer. From this service some
time many retailer place their order without any confusion and competitors are
already take advantage of this service. If any goods will replace by retailer at that
time you can sell it as loose product and loss will be recover.
Websites:
www.google.com
www.gcmmf.com
www.realnamkeen.com
www.sushmanamkeen.com
www.samratnamkeen.com