balaji wefers ltd

7/31/2019 Balaji Wefers Ltd.

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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.


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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 co-operation 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 authorizeduse 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 )


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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 inIndia 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 ofplatforms.

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.


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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 employmentand raising he standard of very large number of people

throughout the county, especially in the rural areas.


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COMPANY OVERVIEW

Name of the unit :- Balaji Wafers Pvt. Ltd.

Plant addres :- Vad-Vajdi, Kalawad Road,

Rajkot 360 003.

Telophone & Fax No. :- +91-281-2783755/2387132.

+91-281-2783747.

E-Mail Address :- [email protected]

Established year :- 1982

Size of the organization:- Medium Sale Idustry

Form of organization :- Privet limited.

Bankers :- SBI commercial Bank.

Auditors :- DK Patel & Company

Weekly off :- Wednesday

Shift :- 1


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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

Workers Labours

Executive

marketing

Others.

Sales

executives


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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 yearsago 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 fullyautomatic 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 ataffordable prices to all classes of people in Gujarat.


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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 ViraniFamily 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 AchievementsThe 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.


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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 ageof 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


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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.


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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.


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MARKETING FUNCTIONAL AREA

Concept :

Marketing is about people marketers and customers

and about he ways marketers try to create a preface fit betweenthemselves 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 processof 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.


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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.


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ORGANIZATION CHART OF MARKETING

DEPARTMENT

Marketing Manager

Officers

Quality Controller

Research Officer

Supervisor

Workers


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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 exactprice 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.


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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)


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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


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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 toconform 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.


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*************************************************

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 alsothe 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)


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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.


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CHANNEL OF DISTRIBUTION

Product Flow :-

Payment of flow :-

Information flow ;-

Promotion flow :-

Company

RetailerDistributor Consumer

Company Distributor Retailer Consumer

ConsumerRetailerDistributorCompany

Distributor Retailer

Consumer

Ad. Agency

Company


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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 ofthe 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.


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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 haveadequate 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 ofits product. Distribution channel of the company for Gujarat as

follow:


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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.

Company

Distributor

Customer

Retailer


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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) To provide proper market coverage

2) To control selling expenses

3) To assist in evaluating sales personnel4) To contribute to sales force moral

5) 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 particularretailers, there is one distributor is selected. Therefore, in cities

there is more than one distributor.


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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 iscomplete. 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 developmentcapabilities 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.


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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.


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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. Product

2. Price

3. Place

4. 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.


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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 marketercan 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.


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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.


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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 byinforming 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,


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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.


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SWOT ANALYSIS

STRENGTH :

1. 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 AdvantageBalaji 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.


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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 onlything 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.


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WEEKNESS :

1. 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. Underutilization of capacity

3. Lack of Advertisement

It could be weakness not to advertise in TV but

looking into the availability or products to each area of thenand 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.


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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.


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THREATS :

1. 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.

2. Sustain pricingTo continue computing o piece, Balaji Wafers Pvt.

Ltd. has to keep its cost in cheeked increase its volume at the

same time.

3. Mindset of buyers

Consumer have tried out new products, most middle

class product owners like to stick to tried and tested product.

4. Increase in awareness about the product among the

people.

5. 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.


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6. Government Regulation

7. 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.


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BIBLIOGRAPHY

Marketing Management - PHILIP KOTLER.

Marketing Management - S. A.SHARELEKAR.

WEBSSITE - www.balajiwafers.com
http://www.balajiwafers.com/http://www.balajiwafers.com/

balaji wefers ltd

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