Balaji Wafers (Marketing)
Balaji Wafers (Marketing)
Balaji Wafers (Marketing)
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 authorized
use to contact him at any point of time.
,
(Dave Hetal )
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BRIEF HISTORY
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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.
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COMPANY OVERVIEW
Shift :- 1
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ORGANIZATION CHART
Chairman
Mr. Bhikhubhai Virani
Managing Director
Mr. Chandubhai Virani
General Manager
Mr. Hiteshbhai Virani
Sales
Workers Labours
executives
Others.
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BRIEF INTRODUCTION TO THE MANAGEMENT
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COMPANY PROFILE
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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.
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.
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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.
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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.
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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
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.
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 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.
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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:-
Local:-
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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 to
conform to the new demand pattern in the introduction of its
new products of Balaji Wafers Pvt. Ltd.
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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.
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CHANNEL OF DISTRIBUTION
Product Flow :-
Payment of flow :-
Information flow ;-
Promotion flow :-
Consumer
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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.
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.
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Company
Distributor
Retailer
Customer
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.
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TERRITORY MANAGEMENT
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FUTURE STRATEGIES
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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.
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MARKETING MIX
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.
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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.
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PRICE ;
Price is the amount of money consumers is ready to
pay for a particular product.
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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.
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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.
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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.
STRENGTH :
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.
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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.
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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 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.
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OPPORTUNITIES :
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THREATS :
2. 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.
3. Mindset of buyers
Consumer have tried out new products, most middle
class product owners like to stick to tried and tested product.
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BIBLIOGRAPHY
WEBSSITE - www.balajiwafers.com
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