PREFACE Management is an on going process and most happening thing in life.

This process even becomes important when we are talking about the real business operation. Retailers attitude is one of the most crucial areas of management. We have tried to inculcate some of the frequently; asked question by retailers survey. Moreover, being a namkeen food industry, we had an exposure to the Retailers attitude of food processing industry. As we know, /retailers attitude by industry to industry. Each industry has its unique factor for Retailers attitude. Thus, we have tried out best to put our efforts in the form of this report. We welcome the suggestions and insights, which can enhance the quality of report.

ACKNOWLEDGEMENT I am really delighted to express few works for them who have given a great support in preparing this report. It is successful. Due to not only our efforts but also with cooperation of the Faculty of GEETANJALI COLLAGE who had an important hand with my efforts. I am highly thankful to out professor Mr. Nirav S. Joshi for providing information and giving guidance on different aspects in the best way in preparing report on Marketing and Product Mix. All the data given for the project, was just because of his courtesy. Not only that but he also authorized use to contact him at any point of time.
,

Ultimately, I am really thankful to our director Mr. S. M. Jani and I had approached the Mr. Jay Sachdev from Balaji for the information related to the report and he provided all the colors of the report. Stickers, all the price list and I mean to say are his co-operation. I am really thankful to all those people who are directly or indirectly helped me to prepare the report more powerful. Last but not least I would like to thank my friends for extending great support through out the project. Date : Place: Rajkot. Signature (Dave Hetal )

BRIEF HISTORY Generally, FMCG refers to consumer on-durable goods required for daily or frequent use. The sector touches every aspect of human life, from looks to hygiene to palate. Perhaps, defining and industry whose scope is so vast is not easy. The food processing industry, due to spending habits of people, lifestyles, fast environment and others factors, Food industry have got more a thrust and this has brought about a change I the attitudes of Food industry I all over the world. The prospects in the Food industry are very bright both in India and abroad. The change in consumer behavior is a big boost to the Food industry. A country like India has strong potentials for food industry. Every nook comer of the country is different in terms of culture and consumption patterns, which has to e explored and enjoyed. To cover all these aspects, a user-friendly platform is required so that people can get their dreams, which cannot possible without such kind of platforms. On the other the changing environment such as life style of people, culture, trends and traditions, seasonality, festivals and changing habits of people has opened he new door of business, which required good health products/services, satisfaction, relationship and commitments by Food industry.

The Food Processing Industry has been identified as a thrust area for development. This industry is included in the priority lending. India is worlds second largest producer of food and has the potential to become number one in due course of time with sustained efforts. The growth potential of this sector is enormous and it is expected that the food production will double in the nest 10 years and the consumption of value added food products would grow at a fast pace. This growth of the Food Processing Industry will bring immense benefits to the economy, raising agricultural yields, meeting productivity, creating employment and raising he standard of very large number of people throughout the county, especially in the rural areas.

COMPANY OVERVIEW Name of the unit Plant addres ::Balaji Wafers Pvt. Ltd. Vad-Vajdi, Kalawad Road, Rajkot 360 003. +91-281-2783755/2387132. +91-281-2783747. cntanct@balajiwafers.com 1982 Medium Sale Idustry Privet limited. SBI commercial Bank. DK Patel & Company Wednesday :1

Telophone & Fax No. :E-Mail Address Established year ::-

Size of the organization:Form of organization :Bankers Auditors Weekly off Shift :::-

ORGANIZATION CHART
Chairman Mr. Bhikhubhai Virani Managing Director Mr. Chandubhai Virani

General Manager Mr. Hiteshbhai Virani

Finance Manger

Production Manager

Marketing Manager

Computer persons

Acc. staff

Sup.staff

Production in charge

Executive marketing Sales executives Others.

Workers

Labours

BRIEF INTRODUCTION TO THE MANAGEMENT This is a brief introduction of the managing persons of the Balaji Wafers Pvt. Ltd. these are the person who gave their greatest contribution towards companys success, 1. 2. 3. 4. 5. 6. 7. Mr. Bhikhubhai Virani Mr. Chandubhai Virani Mr. Kanubhai Virani Mr. Hiteshbhai Virani Mr. Nayanbhai Tank Mr. Parmarbhai Mr. Ketanbhai Patel (Chairman) (Managing Director) (Technical Director) (General Manager) (Marketing Manager) (Production Manager) (Finance Manager)

COMPANY PROFILE The Success Story of Balaji Wafers Pvt. Ltd. The company has been engaged in production of delicious and nourishing food products, which have acclaimed, varni response of people of Gujarat. It produces Wafers and Namkeen in its unparalleled and latest fully automatic plant and having good quality for each product. Brief History of the Company Most of the growing companies have a modest beginning. The infancy of the company began twenty years ago in 1982 with the efforts of Mr. Popatbhai sons, Mr. Meghjibhai, Mr. Bhikhubhai, Mr. Chandubhai and Mr. Kanubhai the members of their family. The initial business was started in canteen of Astron Talkies. Then it acquired a small place with every limited investment wit indigenous frying method. Thereafter, a semi-automatic plant was established with production capacity of 200 kg per hour. Finally, a fully automatic plant, the first of its kind in Gujarat, was established to offer excellent food products to food lovers of Gujarat. Best Quality, Affordable Price It is the policy of the company to accept nothing less than a perfect. Besides, the company is determined to offer its products in attractive and weather resistant packing at affordable prices to all classes of people in Gujarat.

It is an encouraging fact that the share of the company in the Brand Loyalty has remained around 70% to 80% in Gujarat. The stalwarts behind the success story of the company are Mr. Bhikhubhai (Chairman), Mr. Chandubhai Virani (Managing Director), and Mr. Kanubhai Virani (Technical Director), who have also devised an ideal distribution channel to ensure the supply of fresh products in any comer of Gujarat within 48 hours. Effective distribution is an important as efficient production for the growth of the company. Scaling high with Customer Satisfaction In the past two decades of life, the Virani Family has woven most of its personal activities, aspirations and dreams with the fabric of the company. These sacrifices have enabled the company to crave its name in the industrial history of Gujarat as a unit with most sophisticated and latest plant. Companys Achievements The companys food products like potato wafers, banana wafers and other salty products are prepared in its fully automatic plant with bacteria-free and stringent hygienic standards. The use of computer system ensures uniform quality and obviates the necessity for touch of human hands. The production environments make it possible to make the products less oily and more nutritive.

Towards Better Future In order to meet the increasing demand of the products, the company has planned to install a sophisticated and ultra modern computerized plant with production capacity of 1000-1200 kg per hour on a end measuring 25000 to 30000 meters in the neighborhood of Rajkot. The Stalwarts behind the Success of the Company

If there is wall, there is way. Mr. Bhikhubhai has proved this. His foresight, firm determination, readiness to accept challenges and power of quick and correct decision have contributed to his leadership qualities. He entered business at the age of 26 with his innate skill by his effort to extract the best from each worker at all levels, and amiable nature and soon found the pathway to success. His friendly approach has multiplied the zeal of the staff. His He tamed his luck with bubbling dreams and

hard work to skill in marketing has added to the strength of the company achieve them. He has won honors of all numbers of the staff.

Mr. Kanubhai Virani has deep interest in electronic and mechanical field since his childhood. His accuracy, interest and understanding made him unique. He never compromises with quality of products. This is one of the major reasons for the uninterrupted progress of the company.

Persistent research is an essential condition for the development of every industry. The company cannot ignore the change in the trends of customers. Mr. Keyur Virani, the Son of Mr. Bhikhubhai Virani,(the Chairman of the Company) joined the company in 1999-2000 at the age of 23 after studying instrumentation and control. He brought a remarkable change during last two years in the concept of packing, quality control management and machinery.

MARKETING FUNCTIONAL AREA Concept : Marketing is about people marketers and customers and about he ways marketers try to create a preface fit between themselves and the customers. Its process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Marketing satisfies needs. Marketing is an exchange of value. Its an art to sell your products and services. Its process of planning and executing ideas. The production orientation The consumer orientation The sales orientation

Market Segmentation : Market segmentation is the subdivision of market as based upon the modern marketing concept. It point out that there are several demand schedules. Each demand schedule represents a separate market consisting of a group of buyers with similar needs and characteristics of demand Balaji Wafers Pvt. Ltd., is having their Marketing Department to keep watch against the market situation and control the activity related to marketing.

The Marketing Manager control the marketing field related to product, price, promotion and place. Marketing manager works under General Manager of the company. Marketing manager has to carry works related to sales manager, marketing executives, sales executives and workers. Balaji Wafers Pvt. Ltd., have concentrate more on consumer thats why decision related to marketing mix is to be taken depend on consumers.

ORGANIZATION CHART OF MARKETING DEPARTMENT

Marketing Manager

Officers

Quality Controller

Research Officer

Supervisor

Workers

MARKETING DEPARTMENT Product Planning:Balaji Wafers Pvt. Ltd., does not have any specific product planning but depending on the market environment or the trends they produce new products in their product portfolio. Pricing Planning:Balaji Wafers Pvt. Ltd., is more conscious about their price because people are more sensitive to price thats why they providing best quality at less price again the exact price policy helps customer for fast transaction. Advertising:Balaji Wafers Pvt. Ltd., has given their advertisement in different ways. Since they had not given advertisement in TV because of market criteria and availability of products. They give their advertisements through Calendars, Diaries, Paperweight, Wall Paintings, Magazines, Newspapers, and Stickers etc. to communicate with people. On the other side they are also taking the advantage of Internet which have unlimited target audience for their products.

Marketing Research:Balaji Wafers Pvt. Ltd., do have marketing research program to be proactive against future scenario but they do this kind of activities when requirements is raised. It can be though professional researchers or from the students of different professional B-Schools or College Students. Sales Promotion:Balaji Wafers Pvt. Ltd., promote Sales through giving incentives to their agent and distributors and also by doing competition among them. They try to keep relationship to their network and people by providing stickers, calendars, gifts and wishing cards. They are mainly concentrating on their distribution channel. Competitors:Frito Lays (Kurkure-because of more varieties/flavors in products) A1 Namkeen (Growing with more quality like Balaji) Samrat (More in Ahmedabad Capturing more Market) Local:Shakti (because of Health related products) Ghopal (Capturing slow Market but Growing) Others (Gordhanbhai because of namkeen stre in different places)

Innovativeness:Recently, Balaji Wafers Pvt. Ltd., have changed the packaging style of their products, which is really appreciated by the people of Gujarat. With new concept of packaging and freshness packets. It gives more brand loyalty to Balaji Wafers Pvt. Ltd., because of also, Brand name Packaging Style Guaranty and Warranty After Sale Service Price and Quality Varieties of Products Others

PRESENT SCENARIO OF COMPETITION The changed product preference in the market place was diagnosed to be the main reason for the changing market shares and the company had taken a member of steps to conform to the new demand pattern in the introduction of its new products of Balaji Wafers Pvt. Ltd. In addition to the above new products, launch of a few more products is planned to meet every niche of the market and to improve the companys market share in the years to come.

************************************************* There are two more products which is THIKA MITHA MIX and ALU SEV from which ALU SEV is just recently produce and introduced in to the marlet. The Balaji Wafers Pvt. Ltd. falls under the category of the FMCG and its a medium scale unit. The emphasize has been given to more on potato wafers but due to changing trends and demand company is concentrating more on each products to fulfill the demand of market. Generally the companies are divided I to two categories; FMCG (Fast Moving Consumer Goods) Industrial goods. Companys aim is to satisfy the consumer by providing the qualitative product at affordable price secondly todays market is the competitive market each and every kid of industry is facing competition Balaji Wafers Pvt. Ltd. has also the competitors. The competitors so Balaji Wafers Pvt. Ltd. are: Frito Lays Product. A1 Nankeens Kurkure, (Frito) Smarat Other local brand (Shakti, Parag, Gopal etc.) In spite of having such a big competition Balaji Wafers Pvt. Ltd. having above 500 Kg. per hour* capacity of production. (Old plant)

The latest unit having the high technology ultra modem computerized plant with the capacity of 1000 1200 Kg. per hour* I Vad-Vajdi at Kalawad Road.

CHANNEL OF DISTRIBUTION Product Flow :Distributor Retailer Consumer

Company

Payment of flow :-

Company

Distributor

Retailer

Consumer

Information flow ;-

Company

Distributor

Retailer

Consumer

Promotion flow :Ad. Agency Distributor Retailer

Company

Consumer

It should be realized that marketing and distributing channels are one of the more stable element in the marketing mix. A channel is costly and complex to change, unlike. Say, price, which is easy to manipulate. For instance, to switch from selective to intensive decision is a top management policy decision, which will have a direct effect upon sales force number and even upon the type of selling method to be used. The main problem that company has to face is in choosing the most appropriate channel, and from viewpoint of sales management this includes the type of sales outlets that must be serviced. Basically a manufacturer has the choice of the one of four type of distribution at its disposal. Direct:Here the manufacturer does not use the middleman and sales and deliver direct to the consumer. Selective:Here the manufacturer sales through a limited number of middle man who are chosen because of their special abilities and facilities to unable the product to be marketed more effectively.

Intensive:The intention is to achieve maximum exposure at the point of sale and the manufacturer sale through as many outlet as possible the servicing and after sale s aspect are probably not so important hear. Product examples are Cigarettes, Detergents, and Spices etc. Exclusive:The manufacturer sales to a restricted no. of dealers and obvious example is Car industry, where distributor intermediate must provide the levels of stock holding, after sales service, etc. Balaji Wafers Pvt. Ltd. follows intensive distribution network system. To implement the overall marketing strategy, the manufacture needs the cooperation of its distributive outlets. In fast moving consumer goods market retailer must have adequate stock of products on had to deliver the customers. Distribution channel is the key tool to avail product front manufacturer to the consumer. Distribution Channel for Gujarat State:Balaji Wafers Pvt. Ltd. has very effective distribution channel which works suitable to the requirement of its product. Distribution channel of the company for Gujarat as follow:

Company

Distributor

Retailer

Customer Satisfaction to the intermediate is very necessary. New form of distributing cant be, selected blindly. What problem can be created if, new system followed without proper consideration. Example:Levi Strauss has recently pulled out of direct sales through the Net. Levis launched their Web site in 1998, which become and e-salesroom. As these sales cut into their traditional outlets, Levis found strong resistance from their existing channels and most. Recently, Levis have withdrawn from direct sales through the Net.

TERRITORY MANAGEMENT A sales territory represents group of customer accounts, and industry, a market or specific geographical area establishment of sales territories facilitates matching selling efforts with sales opportunities. There are five reasons for having sales territories: 1) 2) 3) 4) 5) To provide proper market coverage To control selling expenses To assist in evaluating sales personnel To contribute to sales force moral To aid in the co-ordination of personal selling and advertising efforts

First of all, a geographical control unit is considered which its population, which ultimately shows sales potential in that related area, follows. Generally for every particular retailers, there is one distributor is selected. Therefore, in cities there is more than one distributor.

FUTURE STRATEGIES Research and Development : The product is well accepted in the market for its excellent taste ability and good packaging. Some patents have been applied for covering new inventions generated during the development stage of this new product. Upgrades for product quality, size, and packaging etc. have been introduce in the market. Development of a new product with modern styling is complete. Similarly, the company is working on new product for companys development. New products are introduced in the market during the current year. The company has further strengthened its relationship with customers of Gujarat and also outside Gujarat. Technical interactions have enhanced the R&D and product development capabilities of the company. Productivity, Safety, Health and Environment : The company has received Many Award for Food Industry Instituted by National Productivity Council. Provision of safety equipment, creation of safe working conditions and adoption of safe working practices are continuously monitored, resulting in considerable lowering of frequency rate of accidents.

The companys department of Industrial Medicine and Hygiene, during the year under review, carried out medical examination of the employees apart from its regular duties of treatment in accident cases, emergency medical care, etc. The companys Vad-Vajdi plant successfully implemented Environment Management System (EMS) and was given the ISO certificate. The companys Vad-Vajdi plant already holds this certificate. This makes Balaji Wafers Pvt. Ltd. the first largest multi-location manufacturing company in Gujarat.

MARKETING MIX Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into broad groups, 1. 2. 3. 4. Product Price Place Promotion

PRODUCT ; A product is anything that can be offered to a market to satisfy a need or want. The concept of product is not limited to physical objects anything capable of satisfying a need is a product. In addition to tangible goods, products include services, which are activities or benefits offered for sale that are essentially intangible and so not result in ownership. A lot of things gointo make a complete product. The elements of a product are its quality, features, the brand name, its packaging and sizes along with discounts, warranties and other benefits offered with it. Quality of a product is its ability to satisfy staged needs. A better quality product enhances the goodwill of the company and also boosts its sales. The more the different features a product offered the better it is considered to be a very essential part of a product is this brand.

A brand is a sign, symbol or design used to identify the product and differentiate it from other consumers. It is a brand same that helps a consumer identifies a product that might benefit it. Buyers who buy the same brand every time know that they will get the same quality and reliability in the product. To make a product attractive and saleable the producer should package and size it in a manner useful and convenient to the user. The other benefits of a product would include the discounts offered as well the guarantee of replacement or service for a product. Balaji Wafers Pvt. Ltd. having 14 products in their product portfolio with different verities and taste depending on the demand of customers in which quality is important factors for Balaji Wafers Pvt. Ltd.

PRICE ; Price is the amount of money consumers is ready to pay for a particular product. Price is the value placed on what is exchanged. Something of value is exchanged for satisfaction and utility, includes tangible (functional) and intangible (prestige) factors. Buyers must determine if the utility gained from the exchange is worth the buying power that must be sacrificed. Price represents the value of a goods/service among potential purchases and for ensuring competition among sellers in an open market economy. It is often the only element the marketer can change quickly in response to demand shifts. The marketer can use price symbolically to emphasize quality or bargain. Balaji Wafers Pvt. Ltd. consider the related aspects such as competitors price, cost including production expenses and profit margin and other related aspects, which decide the price of the product. The price of a product needs to be decided upon keeping in mind the kind of market the product has whether it is feasible to offer any kind of discounts that is reductions in price or if the producer or marketer is in a position to offer any kind of allowances to the retailers or wholesalers. Price is the most crucial factor in the entire marketing mix.

PLACE: Place deals more with the physical settings of the product. It includes the channels of distribution and production. The kind of coverage the company has with the help of these channels. The different locations of the company and its outlets. It also includes inventory and transportation. Balaji Wafers Pvt. Ltd. provides their products to different place with the help of strong and powerful distribution network.

PROMOTION : Promotions an active, explicit form of marketing communication. Promotion highlights the marketing elements in order to increase the odds that consumers will buy and become committed to the product. Thus, promotion can be defined as the marketing function concerned with persuasively communicating to the target audiences the components of the marketing program in order to facilitate exchange between the marketer and the consumers. Promotion is communication with individuals, groups or organizations to directly or indirectly facilitate exchanges by informing and persuading one or more audiences to accept the product or service. It is basically activities undertaken to communicate the merits of the product or service and persuade target customers to but it. All promotional tools must blend harmoniously into an effective communication strategy, to meet the promotional objectives. The components of a promotion mix are advertising, personal selling, sales promotion and public relations. Four types of activities provide the key tools to achieve the goals of promotion,

Advertising : Is any paid form of non-personal communication and promotion of ideas, goods or services by an identified sponsor? Although some advertising is directed at specified individuals,, most advertising messages are tailored to a group. Personal Selling : Is interpersonal communication with one or more prospective purchasers for the sake of making sales ? Examples include sales calls to a business by a field representative. Public Relations : Is a co-ordinate attempt to create a favorable product image in the mind of the public by supporting certain activities or programs, publishing commercially significant news are a widely circulated medium or obtaining favorable publicity. Sales Promotion : Consists of marketing activities that add to the basic value of the product or service for a limited time and directly stimulate consumer purchasing, stimulate the distributors to carry the product and promote the product or service or stimulate the effort of the sales force. Balaji Wafers Pvt. Ltd. promote their products by personal selling, advertisement with light boards, banners, wall painting, gifts, stickers, etc.

SWOT ANALYSIS 1. STRENGTH :

Strong brand name image company reputation Balaji Wafers Pvt. Ltd. has been in operation for over 22 years. Balaji Wafers Pvt. Ltd. recently produce a new product named Alu Sev on the demand and liked by the customers. Balaji Wafers Pvt. Ltd. has a story brand image and brand loyalty synonymous with quality and customer focus. 2. Cost Advantage Balaji group concentrates on economies of scale, which results in producing a product at a lowest cost. Moreover, they developed it with fully automatic plant in Gujarat, which reduces in hiring costly technology from outside and results in cost advantage. Thats why Balaji Wafers Pvt. Ltd. is lowest cost manufactures in this market. 3. A widely recognized market leader and an attractive base Due to concentrate on wide middle class, they produce products at a cheaper rate compare to other and hence it enjoys leadership especially in Wafers and other products, by giving it at affordable price.

4. Wide geographic coverage and a strong distribution capability Balaji Wafers Pvt. Ltd. covers first largest market of the Gujarat. It not only market leader in Gujarat because it has a strong distribution capability all over the Gujarat and now it looks for out side the Gujarat. 5. A strong financial condition : ample financial resource to grow the business From the latest annual financial reports indicate that Balaji Wafers Pvt. Ltd. has making profit by which it grows year after. Moreover, they have reserves some amount of fund, which can be utilized for R&D, work and shows a good financial condition along competitors. They manage to maintain profit growth, through producing and developing a new product in the market. 6. Ability to take advantage of economies of scale When you want to jumpstart volumes, the only thing that works is price. To compete on price, which was the way it went. This results in introduction of Alu Sev, whose price is lesser compare to any of competitors. This makes Balaji Wafers Pvt. Ltd. products affordable to any class. Moreover Balaji Wafers Pvt. Ltd. is product is the lower in price compare to other competitors, which improves the sales.

 1.

WEEKNESS :

Cannibalization of products So many new products may eat in to the market for existing products of Balaji Wafers Pvt. Ltd. for instance, one product may eat into the market for another. 2. 3. Underutilization of capacity

Lack of Advertisement It could be weakness not to advertise in TV but looking into the availability or products to each area of then and then they should use TV media for their advertisements. They should go for public relationship by providing free gifts to schools student or sponsoring festival events. Lack of professional person in the company. Lower frequency of advertisement in public place.

OPPORTUNITIES :

1. Abilities to grow rapidly because sharply rising demand of Balaji Wafers in food market. Food products have grown at a healthy rate of over 25% for the last three to four years. And it will remain the same for the coming couple of years. This motivates I food product manufacturers to adapt build strategy through innovation of new design, shape, and size etc., products. Company should focus more on price to capture the urban market. 2. Virtual zero maintain once among the products

3. Pricing and Packaging effectively which is much higher than competitors 4. Launching of new products and variants of existing products backed up by appropriate marketing efforts. 5. There is quite prospective market in India as well as foreign country to expand the business of Balaji Wafers Pvt. Ltd. and producing various flavors depending on market trends. With changing trends of fast foods, company can open their retail outlets/restaurants in particular area to making fast food product.

 1.

THREATS :

Threat across the competitors The threat from the competitor, manufactures who are some player n to the market, fro which some are from local market and some are branded companies. Kurkure for Frito lay is the largest manufacturer, followed by lays, and the Balaji Wafers Pvt. Ltd. feels that there are at least three more producers capable of turning out a peace competitive, quality product in Gujarat. Sustain pricing To continue computing o piece, Balaji Wafers Pvt. Ltd. has to keep its cost in cheeked increase its volume at the same time. Mindset of buyers Consumer have tried out new products, most middle class product owners like to stick to tried and tested product. 4. 5. Increase in awareness about the product among the people. 3. 2.

Customers test and preferences Todays, customer test and preferences or consumer behavior has been changing they can be easily diverted through other competitors products due to offer quality, flyover, gifts or availability, public relationship and other local players is capturing the slowly the market which should be taken care by the company.

6. 7.

Government Regulation

Dealers not adjusted with changing realities Some times dealers are hesitated to expand their godowns due to increase in the product line of the company because company compels dealers to purchase the entire product line even though the selling of all the product is not equal.

BIBLIOGRAPHY Marketing Management Marketing Management WEBSSITE PHILIP KOTLER. S. A.SHARELEKAR.

www.balajiwafers.com