uttam namkin

A

Research Project Report

On

IDENTIFYING MARKET POTENTIAL

For

UTTAM NAMKEEN

Ahmedabad

SUBMITTEDTO: SUBMITTED BY:

PROF. BHAVIN PANDYA AJAY DARAJI (03)HOD OF SVIM (HNGU) CHIRAG PATEL (30)

S.V. INSTITUTE OF MANAGEMENTKADI, NORTH GUJARAT UNIVERSITY

1 S.V.Institute of Management,Kadi, North Gujarat university

CERTIFICATE

This is to certify that Mr. Ajay Daraji and Mr. Chirag Patel are the student of semester-2 of MBA programme (2007-2009)at S.V. Institute Of Management, Kadi affiliated To Hemchandracharya North Gujarat University have successfully completed their “marketing research project” title as “research on identifying market potential for Uttam Namkeen” in partial fulfillment of their academic year 2007-2008 of the 2nd semester M.B.A. Programme.

Date: 15th July, 2008.

Place: Ahmedabad.

Project GuideMr.Jignesh Doshi

Assistant Manager (Mkt.) Uttam Namkeen


Acknowledgement We are the student of management at Sarva Vidhyalaya Kelvani Mandal Sanchalit M.B.A. college, kadi are very much benefited frome the help of many people during the evolution of this project. We would like express our special gratitude to our respected prof. Bhavin pandya, prof. tejas dave our head of the dept., all faculty member and all concern persons who have provided us help through their information, guidance and all kinds of support, which was required for preparation of this report. Whithout their help it would have been difficult for us to complete our summer training report. We also very pleased to express ours gratitude to MD of Uttam dairy and Namkeen Mr H.Nadiadwala who gave us the opportunity to explore our capabilities and contribute in the planning of marketing strategy. We both would like to thank Mr. Jignesh Doshi (Assistant Manager,Marketing Department,Uttam Dairy And Namkeen) and other staff members for their valuable guidance throughout the project. As always we value your recommendations and thoughts about the report. Your comments regarding coverage and contents will be most welcome, as will your calling our attention to specific errors, deficiencies and oversights.

Chirag patel Ajay daraji


Executive summary

As a part and partial fulfillment of management course subject of Marketing Research for M.B.A. programme we have selected Uttam Namkeen for general understanding of the Marketing Research. However in particular our emphasis was on to fulfill the objectives of research, to find out and explore the analysis of collected primary data.

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.


ContentChapter no. Particular Page no.

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


IntroductionUttam Namkeen

Uttam quality Uttam swad

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.

Development of motivated, dedicated and devoted workforce.


We shell strive to be market leaders in the dairy industries.

Current Product range of Uttam Namkeen:

No. Range of Product Weight(gms) Price (Rs.)1 Ratlami Sev 45 52 Bikaneri Sev 45 53 Mung Dal 45 54 Sing Bhujiya 45 55 Mix Chavana 45 5

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.

Future plan of Uttam Namkeen: They have clearly set their future goal to expand current market of Uttam Namkeen. In near future they are going to launch new varieties of product in the market with different size of package. They are going to launch new varieties like potato wafer in different flavors, farari chevada, chana dal, and many more.

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 NAMKEENFaith 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 NAMKEENGreat 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:

Alu Wafers (Salted) Sing Bhujiya Chana Dal Bundi-tikhiAlu Wafers (Masala) Mung Dal Chana Jorgaram Bundi-moliKela Wafers (Mari) Bikaneri Sev Lasan Sev Nylon SevKela Wafers (Masala) Ratlami Sev Ganthia Sada SevFarari Chevda-mola Alu Sev Tum Tum Chavana-molaFarari Chevda-thika Chavana-tikha Dal Moth Khatta Mitha Mix

Delicious Product:


We develop our innovative recipes after consulting with experienced chefs and gourmets from around the country. The company follows stringent quality control procedures at every level of its production process to ensure flawless production. We are backed up by a team of experienced chefs who possess the magical power in their hands to prepare mouth-watering recipes for mass consumption.

Health And Hygiene: All our products are manufactured under healthy and hygienic environment. The pulses, grains and fruits are sourced from Western India's best markets on peak seasons, and kept in scientific storage. Our automated packaging unit enables long-lasting freshness & total hygiene of the products.

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


Real NamkeenKhane Me Real, Khilane Me Real

Product Range:

Khatta mitha mix chavana

Ratlami sev

Bikaneri sev

Aloo sev

Chana dal

Mung dal

Sing bhujiya

Masala sing

Kela wafer

Potato wafer (Salted & Masala)


Sushma NamkeenThe True Taste of Indian Snacks

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.


The scientific packaging method ensures that not an iota of their spicy tastes or crunchy freshness is lost over even long periods of storage.What is more, to make sure that only fresh Sushma Namkeens reach the customer, the company has in place a replacement offer, by which it replaces even those packs that have been tampered by human handling.

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


Marketing mix of Uttam Namkeen

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.


Data sources Secondary data sources: “The data sources that were collected for some another purpose and already exists somewhere that is called secondary data.”Here we have used website of different companies

Primary data sources: “The data sources that have been freshly gathered for a specific purpose or to solve managerial problem are called as primary data.”

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.


Limitation of research

The main limitation of our study is the area for research is limited to Ahmedabad city only.

Another limitation is that the targeted group of research is that retailer who keeps brands of Uttam Namkeen also in their outlet.

At some places if we couldn’t find Uttam Namkeen retailer we have to consider other retailer also.

We have taken limited brands and products of Namkeen.


SECTION-1

Retailer


Research Methodology Research Objectives for Retailer:

Main objective: To identifying market potentiality for Uttam Namkeen

Secondary objective: To know sale of various brands among various products To check satisfaction level from margin and distribution channel of company To compare different brands for different feature To see which factors influence to keep brands of Namkeen in the outlet To know which promotional schemes are effective


Sampling procedure

Reason for sampling

To take decision within given time period.

To reduce the research cost.

To obtain qualitative primary data.

For accuracy in analysis.

Method for sampling

Non probability quota sampling(retailer)

Sampling size

We have taken size of 67 retailers.


Research instrument

Questionnaire:

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

Questionnaire contains following types of question. Open ended question

completely unstructured close ended

dichotomous Multiple choice rating scale importance scale

Approved

(Assistant Manager)


Questionnaire Evaluation of questionnaire (Retailer)

The questionnaire that we have developed is totally considering the research objective.

The 1st, 2nd, and 3rd questions will say about selling among different product and brand.

4th question will saw you who price packages is highest selling. Question 5th, 6th measure the margin and distribution network of different

brands. 7th question is evaluating order size in rupee terms among different brands. We come to know about different factors which affect to retailer for keeping

brands from 8th question. Question 9th will saw types of scheme provided by distributor. from 10th question we come to know about which Namkeen brand stands for

what strength.


Retailer Q.1 which Namkeen brand are you selling?

Balaji Uttam Samrat Real Sushma

60 61 48 7 10

60 61

48

7 10

0

10

20

30

40

50

60

70

Number of respondent


Different Brand Sold by Outlets

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 Namkeen. The reason behind this is that we have taken retailer who are keeping Uttam namkeen in their outlet.


Q.2 which brand has more selling among the following product?

Q.2 (a) for Ratlami Sev 1 2 3 4 5Balaji 18 24 12 3 0Uttam 23 22 17 1 1Samrat 22 15 7 1 0Real 3 2 2 0 0Sushma 1 0 5 4 0

Sales of Ratlami Sev

18

24

12

3

0

23 22

1715

7

0

3 2 20 01 0

5

011

22

4

0

5

10

15

20

25

30

1 2 3 4 5

Rank

Nu

mb

er

of

Re

sp

on

de

nt

Balaji

Uttam

Samrat

Real

Sushma

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.


Q.2b For Bikaneri Sev

1 2 3 4Uttam 34 25 3 1Samrat 26 18 0 1Real 5 2 0 0Sushma 2 4 4 0

Sales of Bikaneri Sev

34

25

3

26

18

05

2210

44

05

10152025303540

1 2 3 4

Rank

Nu

mb

er

of

Re

sp

on

de

nt

Uttam

Samrat

Real

Sushma

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.


Q.2c For sing Bhujiya

1 2 3 4 5Balaji 13 29 12 3 0Uttam 22 21 18 1 1Samrat 27 12 5 0 1Real 4 1 2 0 0Sushma 1 0 5 4 0

Sales of Sing Bhujiya

13

29

12

0

22 2118

27

12

5

04

201

53

1 114

00

5

10

15

20

25

30

35

1 2 3 4 5

Rank

Nu

mb

er

of

Re

sp

on

de

nt

Balaji

Uttam

Samrat

Real

Sushma

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.


Q.2d For Mung Dal


Sales of Mung Dal

16

26

13

0

24

19 1917

5

1131 1

6

22

01

45

00

5

10

15

20

25

30

1 2 3 4 5

Rank

Nu

mb

er o

f R

esp

on

den

t

Balaji

Uttam

Samrat

Real

Sushma

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.


Q.2e for mix chavana


Sales of Mix Chavana

18

26

8

1 0

24

18 17

1

18

0

41 2

01 13 1

16

65

0

5

10

15

20

25

30

1 2 3 4 5

Rank

Nu

mb

er

of

Re

sp

on

de

nt

Balaji

Uttam

Samrat

Real

Sushma

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.


Q.2f for farari chevda

1 2 3 4Balaji 32 21 2 0Samrat 25 18 1 1Real 5 2 1 0Sushma 3 3 4 0

Sales of Farali Chevda

32

21

20

25

18

23 41

1

5 3

0

5

10

15

20

25

30

35

1 2 3 4

Rank

Nu

mb

er o

f R

esp

on

den

t

Balaji

Samrat

Real

Sushma

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.


Q.2g for banana wafer

1 2 3 4Balaji 35 20 1 1Samrat 27 17 0 1Real 5 1 1 0Sushma 1 4 4 0

Sale of Banana Wafer

35

20

27

17

5114 1

0 014

0

5

10

15

20

25

30

35

40

1 2 3 4

Rank

Nu

mb

er

of

Re

sp

on

de

nt

Balaji

Samrat

Real

Sushma

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.


Q.3 Among the following types of potato wafer which brand has more selling?

Q.3a for tomato wafer

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.

Q.3b for salted wafer


1 2 3Balaji 54 4 0Samrat 4 34 7Lays 0 6 9

54

4 0 4

34

6

0

7 9

0

10

20

30

40

50

60

Number of Respondent

Sales of Salted Wafer

Balaji 54 4 0

Samrat 4 34 7

Lays 0 6 9

1 2 3

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.

Q.3c for masala wafer


1 2 3Balaji 54 4 0Samrat 6 33 7Lays 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.

Q.4 among the following price packages which has more selling?


1 2 3 5 10 15 206.13 6.75 7.36 39.26 35.58 2.45 2.45

Price Packaging

6.13 6.75 7.36

39.2635.58

2.45 2.45

0.005.00

10.0015.0020.0025.0030.0035.0040.0045.00

1 2 3 5 10 15 20

Price Category

Pec

enta

ge

of

Res

po

nd

et

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.

Q.5 Give rank according to satisfaction level from margin.


Balaji Uttam Samrat Real Sushma1 3 53 11 0 12 21 7 25 5 33 28 2 7 2 34 4 0 1 0 05 1 0 0 0 0

Satisfaction level from margin

3

53

11

21

7

25

5

28

27

13

24

101 0 0 00

10

20

30

40

50

60


Brand

Nu

mb

er o

f R

esp

on

den

t

1

2

3

4

5

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.

Q.6 Give rank according to satisfaction level from delivery.



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.

Q.7 How many rupees of order do you place in a month?


0 to 1000

1000 to 2000

2000 to 3000 3000 <

Balaji 20 19 9 11Uttam 48 6 3 2Samrat 23 11 5 6Real 1 1 3 1Sushma 7 0 0 1

Monthly order Size

23

71

48

20

0

11619

3539 16

2

11

0

10

20

30

40

50

60

Brand

Resp

on

den

t

0 to 1000

1 to 2 kh

2 to 3 kh

3000 <

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.

Q.8 on which criteria do you keep brand of Namkeen in your outlet.


1 2 3 4Profit margin 54 9 2 0Replacement 5 7 42 4Service 7 43 12 2Credit Policy 1 1 3 33

Criteria for keeping Namkeen

54

92

4243

12

1

33

0

4752

73

10

10

20

30

40

50

60

1 2 3 4Rank

Res

po

nd

ent

Profit margin

Replecment

Service

Credit Policy

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.

Q.9 which type of scheme is provided by company or distributor?


Scheme/Brand Balaji Uttam Samrat Real SushmaFree 0 51 0 0 3Stand 2 5 0 0 0Display 0 1 0 1 0Rack 0 0 0 0 0Net 3 0 1 0 0

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.

Q.10 As per your view following brands of Namkeen stands for:

Price Packaged Service Test HealthBalaji 15 44 24 54 8


Uttam 16 58 18 43 9Samrat 11 22 18 40 14Real 1 7 2 3 1Sushma 1 5 1 3 0

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.

Findings Retailer

Uttam Namkeen is launched recently so, there is very low awareness of brand among all respondent.


A lot effort would require improving distribution network. Competitors distributor takes visit every retailer at least once in a week. Uttam

distributor is not efficient on this part. Sale is not increase due to limited product range and limited price package. Delivery of other brand is faster than Uttam brand. Most of retailer aware about weight of package Balaji and Samrat is the highest seller due to delivery, product range, and

awareness. Service of Uttam Namkeen is not competitive to other brand Sales of Uttam Namkeen is increasing but not as much fast as other brand of

Namkeen From personal detail we have identified about 43% of respondent who are placing

more than one thousand rupees of order as their education is above S.S.C.


SECTION-2

Customer


Research Methodology

Research Objectives for Customer: Primary objective:

To identifying market potentiality for Uttam Namkeen Secondary objectives:

To check awareness of Namkeen brands To know consumption level of Namkeen To check awareness of packaging content To check availability of different brand in Ahmadabad To find out which retailer shop is more effective to sale Namkeen To measure effective factors while purchasing Namkeen To measure effective medium for advertisement To know customer perception regarding package of Namkeen

Sampling procedure

Reason for sampling


To take decision within given time period.

To reduce the research cost.

To obtain qualitative primary data.

For accuracy in analysis.

Method for sampling

Non probability convenient sampling(customer)

Research instrument

Questionnaire:


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

Questionnaire contains following types of question. Open ended question

completely unstructured close ended

dichotomous Multiple choice rating scale importance scale

Approved

(Assistant Manager)


Questionnaire

Evaluation of Questionnaire ( customer)

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


Customer

Q.1 Do you consume any Namkeen?

Result Respondent Percentage

Yes 150 100No 0 0

Consumer of Packeged Namkeen

100

00 20 40 60 80 100 120

Yes

No

% 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.


Q. 2 which kinds of Namkeen do you consume?

Types Respondent PercentagePackaged 89 59.33

Loose 0 0Both 61 40.67

150 100

Types of Namkeen Consumption

Packaged59%

Loose0%

Both41%

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.


Q. 3 which are the brands are you aware of Namkeen? Brand Respondent Percentage from 150

Balaji 149 99.33

Uttam 31 20.67

Samrat 142 94.67

Real 73 48.67

Sushma 87 58

Lays 40 26.67

99.33

20.67

94.67

48.6758

26.67

0

20

40

60

80

100

% from 150 Respondent

Brand Awareness

Series1 99.33 20.67 94.67 48.67 58 26.67

Balaji Uttam Samrat Real Sushma Lays

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.


Q .4 how many times do you purchase Namkeen in a month?

Frequency of Purchase Respondent Percentage

Less than 5 46 30.67

5 to 10 65 43.33

More than 10 39 26.00

150 100.00

Frequance of Purchase

30.67

43.33

26.00

0.005.00

10.0015.0020.0025.0030.0035.0040.0045.0050.00

Less than 5 5 to 10 More than 10Frequency

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.


Q.5 which brands do you prefer most among following products?Q.5 (a) for ratlami sev Balaji Uttam Samrat Real Sushma

1 73 1 48 6 12 40 3 64 3 313 7 11 8 34 364 0 6 1 33 95 0 11 1 6 3

Ratlami Sev

73

48

1

40

64

31

7 80 1

90 1

13 3

3634

6

33

11

36

0

10

20

30

40

50

60

70

80

Balaji Uttam Samrat Real SushmaBrand

Re

sp

on

de

nt

1

2

3

4

5

Q 5b bikaneri sev


Uttam Samrat Real Sushma

1 7 106 8 7

2 11 15 39 34

3 8 3 27 36

4 8 1 8 6

Bikaneri Sev

106

8 715

39 34

3

27

87

11

36

61

80

20

40

60

80

100

120

Uttam Samrat Real SushmaBrand

Re

sp

on

de

nt

1

2

3

4


Q 5c sing bhujiya


Sing Bhujiya

46

70

2 2

56

42

9

3628

1

2534

1 466

3583

9 107

06

0

10

20

30

40

50

60

70

80


Re

sp

on

de

nt

1

2

3

4

5


Q 5d mung dal


Mung Dal

64

43

7

38

57

3

28 30

3 52

64

7

137

3230

7

2

88

0

540

10

20

30

40

50

60

70


Res

po

nd

ent

1

2

3

4

5


Q 5e mix chavana


Mix Chavana

75

34

9

36

61

311

2832

2 1134

12

3

3732

0

670

920

10

20

30

40

50

60

70

80


Brand

Res

po

nd

ent

1

2

3

4

5


Q 5f farari chevda

Balaji Samrat Real Sushma1 79 37 7 22 39 57 6 53 3 14 40 274 0 1 27 44

Farari Chevda

79

37

72

39

57

3

14

40

27

0 1

27

44

560

102030405060708090

Balaji Samrat Real SushmaBrand

Re

sp

on

de

nt

1

2

3

4

Q 5g banana wafer

Balaji Samrat Real Sushma


1 67 50 2 12 35 55 7 53 6 4 33 334 3 0 26 31

Banna Wafer

67

50

2 1

35

55

76 4

3326

5

3331

030

10

20

30

40

50

60

70

80

Balaji Samrat Real SushmaBrand

Re

sp

on

de

nt

1

2

3

4

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.

Q .6 which types of potato wafer do you prefer most?


Q.6a tomato wafer

Balaji Lays1 110 72 7 67

110

7 7

67

0

20

40

60

80

100

120

Respondent

Tomoto Wafer

1 110 7

2 7 67

Balaji Lays


Q 6b for salted wafer Balaji Samrat Lays1 103 15 72 21 75 153 2 15 47

103

21

215

75

157 15

47

0

20

40

60

80

100

120

Respondent

Salted Wafer

1 103 15 7

2 21 75 15

3 2 15 47

Balaji Samrat Lays


Q 6c for masala wafer Balaji Samrat Lays1 94 21 82 21 75 163 8 10 46

94

218

21

75

10 816

46

0

20

40

60

80

100

Respondent

Masala Wafer

1 94 21 8

2 21 75 16

3 8 10 46

Balaji Samrat Lays

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.


Q.7 Among the price package which is more suitable to purchase?

Price Categories Respondent Percentage

1 5 3.332 5 3.333 5 3.335 77 51.33

10 118 78.6715 8 5.3320 18 12

Price of Packeged Prifer

3.33 3.33 3.33

51.33

78.67

5.3312

0

10

20

30

40

50

60

70

80

90

1 2 3 5 10 15 20Price Catogories

% o

f R

es

po

nd

eb

t

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.


Q.8 at the time of purchase are you aware about weight of different package? Yes 106 70.67No 44 29.33

Quantity Awerness

29.33

70.67

0

10

20

30

40

50

60

70

80

Yes NoResult

% o

f R

es

po

nd

en

t

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.

Q.9 which brand is easily available in different place of Ahmedabad?


Brand RespondentPercentage out of 150

Respondent

Balaji 146 97.33

Uttam 10 6.67

Samrat 130 86.67

Real 19 12.67

Sushma 33 22

Lays 26 17.33

Availability of Brand

Samrat, 86.67

Balaji, 97.33

Uttam, 6.67

Lays, 17.33

Real, 12.67

Sushma 22

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.

Q.10 from where do you purchase the different package frequently?


Types of outlet Respondent

Percentage out of 150 Respondent

Pan parlor 77 51.33Dairy Parlor 47 31.33Mall 34 22.67Provision Store 78 52.00Canteen 34 22.67Sweet Mart 32 21.33Road Side Shop 65 43.33

Place of Frequent Purchase 51.33

31.3322.67

52.00

22.67 21.33

43.33

0.0010.0020.0030.0040.0050.0060.00

Pan p

arlo

r

Dairy P

arlo

rM

all

Provis

ion S

tore

Cantee

n

Sweet M

art

Road S

ide S

hop

Types of Layout

% o

f R

esp

on

den

t

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.


Q.11 According to your view while purchasing any Namkeen which factor affecting the most?

Factor influence to purchase Respondent

Percentage of 150

Respondent

Price 49 32.67Quantity 67 44.67

Availability 50 33.33Test 105 70

Health 76 50.67

Factor Affectiong to Purchase

32.67

44.67

33.33

70

50.67

0 10 20 30 40 50 60 70 80

Price

Quantity

Availability

Test

Health

Fac

tor

% 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.

Q.12 from where would you like to get an advertisement of namkeen?


Advertising Medium Respondent

Percentage of 150 Respondent

Television 78 52Radio 32 21.33Transit 42 28Newspaper 70 46.67Hoarding 60 40Bus stop 69 46

Effectiveness of media

Newspaper, 46.67

Transit, 28

Radio, 21.33

Television, 52

Bus stop, 46

Hoarding, 40

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.

Q.13Whether Uttam Namkeen packaging and design competitive to other brands?


Response Respondent Percentage

Yes 27 18.00No 16 10.67

Never Seen 107 71.33

18.0010.67

71.33

0

10

20

30

40

50

60

70

80

% of Respondent

Yes No Never Seen

Response

General Opinion about Uttam Namkeen Packaging

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.


Q.14 which packaging feature plays an important role?

Style of Packaging Respondent

Percentage out of 150

Color 64 42.67

Eco- Friendly 72 48Logo 56 37.33

Most Prefered Packaging Style

42.6737.33

48

0

10

20

30

40

50

60

Color Eco- Friendly LogoStyle

% o

f R

es

po

nd

en

t

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.


Q.15 Have you observed packaging content thoroughly?

Result Respondent Percentage

Yes 81 54No 69 46

Observation of Packaging

54

46

42

44

46

48

50

52

54

56

Yes NoResult

% o

f R

esp

on

den

t

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.

Findings69 S.V.Institute of Management,Kadi, North Gujarat university

Customer

Uttam Namkeen is launched recently so, there is very low awareness of brand among all respondent.

There are more number of respondent would like to see advertise on television, but it is costly. For that solution another options are advertise at bus stop, transit media and newspaper would also effective.

Awareness of Uttam Namkeen is very low as compared to other brand like Balaji Namkeen and Samrat Namkeen

Frequency of purchase Namkeen is high among different brand Balaji and Samrat have the highest consumption due to availability, awareness,

product range taste, healthy, and packaging. Most of consumer prefer price package of Rs5 and Rs10. Most of consumer observed packaging content thoroughly Many respondent is purchasing namkeen from pan parlour, roadside shop &

provision store. Balaji is more successful due to they have covered all types of outlets. Taste,health and quantity play an important role while purchasing Generally most of the people would like to see advertise on television, bus stop

and news paper Namkeen packing should be eco friendly to avoid pollution; it is suggested by

many respondents.

Recommendation


We can come to know by our research and observation that lot of improvement required for development of Uttam Namkeen brand.

Following are the required improvements.

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:

At present there are only five products are there under the brand of Uttam Namkeen. It is not sufficient to cover share of market. So, that they must have to increase their product range as early as possible.

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.


Bibliography Books

Business research methodology by Luck and Rubin, 7th Edition.

Marketing Management by Philip Kotller 12th Edition:

Websites: www.google.com www.gcmmf.com www.realnamkeen.com www.sushmanamkeen.com www.samratnamkeen.com


http://www.google.com/

http://www.samratnamkeen.com/

http://www.sushmanamkeen.com/

http://www.realnamkeen.com/

http://www.gcmmf.com/

uttam namkin

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