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.

1
 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.
,

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 )
2
 BRIEF HISTORY

Generally, FMCG refers to consumer on-durable goods

required for daily or frequent use. The sector touches every
aspect of human life, from looks to hygiene to palate.
Perhaps, defining and industry whose scope is so vast is not
easy. The food processing industry, due to spending habits of
people, lifestyles, fast environment and others factors, Food
industry have got more a thrust and this has brought about a
change I the attitudes of Food industry I all over the world.

The prospects in the Food industry are very bright both

in India and abroad. The change in consumer behavior is a big
boost to the Food industry. A country like India has strong
potentials for food industry. Every nook comer of the country
is different in terms of culture and consumption patterns,
which has to e explored and enjoyed. To cover all these
aspects, a user-friendly platform is required so that people can
get their dreams, which cannot possible without such kind of
platforms.

On the other the changing environment such as life style

of people, culture, trends and traditions, seasonality, festivals
and changing habits of people has opened he new door of
business, which required good health products/services,
satisfaction, relationship and commitments by Food industry.

3
 The Food Processing Industry has been identified as a
thrust area for development. This industry is included in the
priority lending. India is worlds second largest producer of
food and has the potential to become number one in due
course of time with sustained efforts.

The growth potential of this sector is enormous and it is

expected that the food production will double in the nest 10
years and the consumption of value added food products
would grow at a fast pace. This growth of the Food
Processing Industry will bring immense benefits to the
economy, raising agricultural yields, meeting productivity,
creating employment and raising he standard of very large
number of people throughout the county, especially in the
rural areas.

4
 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 :- cntanct@balajiwafers.com
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

5
 ORGANIZATION CHART

Chairman
Mr. Bhikhubhai Virani

Managing Director
Mr. Chandubhai Virani

General Manager
Mr. Hiteshbhai Virani

Finance Production Marketing

Manger Manager Manager

Computer Acc. staff Sup.staff Production Executive

persons in charge marketing

Sales
Workers Labours
executives

Others.

6
 BRIEF INTRODUCTION TO THE MANAGEMENT

This is a brief introduction of the managing persons of

the Balaji Wafers Pvt. Ltd. these are the person who gave their
greatest contribution towards companys success,

1. Mr. Bhikhubhai Virani (Chairman)

2. Mr. Chandubhai Virani (Managing Director)
3. Mr. Kanubhai Virani (Technical Director)
4. Mr. Hiteshbhai Virani (General Manager)
5. Mr. Nayanbhai Tank (Marketing Manager)
6. Mr. Parmarbhai (Production Manager)
7. Mr. Ketanbhai Patel (Finance Manager)

7
 COMPANY PROFILE

The Success Story of Balaji Wafers Pvt. Ltd.

The company has been engaged in production of
delicious and nourishing food products, which have
acclaimed, varni response of people of Gujarat. It produces
Wafers and Namkeen in its unparalleled and latest fully
automatic plant and having good quality for each product.

Brief History of the Company

Most of the growing companies have a modest
beginning. The infancy of the company began twenty years
ago in 1982 with the efforts of Mr. Popatbhai sons, Mr.
Meghjibhai, Mr. Bhikhubhai, Mr. Chandubhai and Mr.
Kanubhai the members of their family. The initial business
was started in canteen of Astron Talkies. Then it acquired a
small place with every limited investment wit indigenous
frying method. Thereafter, a semi-automatic plant was
established with production capacity of 200 kg per hour.
Finally, a fully automatic plant, the first of its kind in Gujarat,
was established to offer excellent food products to food lovers
of Gujarat.

Best Quality, Affordable Price

It is the policy of the company to accept
nothing less than a perfect. Besides, the company is
determined to offer its products in attractive and weather
resistant packing at affordable prices to all classes of people
in Gujarat.

8
 It is an encouraging fact that the share of the company in
the Brand Loyalty has remained around 70% to 80% in
Gujarat. The stalwarts behind the success story of the
company are Mr. Bhikhubhai (Chairman), Mr. Chandubhai
Virani (Managing Director), and Mr. Kanubhai Virani
(Technical Director), who have also devised an ideal
distribution channel to ensure the supply of fresh products in
any comer of Gujarat within 48 hours. Effective distribution is
an important as efficient production for the growth of the
company.

Scaling high with Customer Satisfaction

In the past two decades of life, the Virani
Family has woven most of its personal activities, aspirations
and dreams with the fabric of the company. These sacrifices
have enabled the company to crave its name in the industrial
history of Gujarat as a unit with most sophisticated and latest
plant.

Companys Achievements
The companys food products like potato
wafers, banana wafers and other salty products are prepared in
its fully automatic plant with bacteria-free and stringent
hygienic standards. The use of computer system ensures
uniform quality and obviates the necessity for touch of human
hands. The production environments make it possible to make
the products less oily and more nutritive.

9
 Towards Better Future
In order to meet the increasing demand of the
products, the company has planned to install a sophisticated
and ultra modern computerized plant with production capacity
of 1000-1200 kg per hour on a end measuring 25000 to 30000
meters in the neighborhood of Rajkot.

The Stalwarts behind the Success of the Company

If there is wall, there is way.

Mr. Bhikhubhai has proved this. His
foresight, firm determination, readiness
to accept challenges and power of quick
and correct decision have contributed to
his leadership qualities.
He entered
business at the
age of 26 with
his innate skill by
his effort to
extract the best
from each worker
at all levels, and
amiable nature
and soon found
the pathway to success. His friendly
approach has multiplied the zeal of the
staff. His He tamed his luck with bubbling
10
dreams and hard work to skill in
marketing has added to the strength of the
company achieve them.
He has won honors of all numbers of
the staff.

11
 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.

12
 MARKETING FUNCTIONAL AREA
Concept :
Marketing is about people marketers and customers
and about he ways marketers try to create a preface fit
between themselves and the customers. Its process of
planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational
objectives.

Marketing satisfies needs. Marketing is an exchange of

value. Its an art to sell your products and services. Its
process of planning and executing ideas.

The production orientation

The consumer orientation
The sales orientation

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

13
 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.

14
ORGANIZATION CHART OF MARKETING
DEPARTMENT

Marketing Manager

Officers

Quality Controller

Research Officer

Supervisor

Workers

15
 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.

16
 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)

17
 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

18
 PRESENT SCENARIO OF COMPETITION
The changed product preference in the market place was
diagnosed to be the main reason for the changing market
shares and the company had taken a member of steps to
conform to the new demand pattern in the introduction of its
new products of Balaji Wafers Pvt. Ltd.

In addition to the above new products, launch of a few

more products is planned to meet every niche of the market
and to improve the companys market share in the years to
come.

19
*************************************************
There are two more products which is THIKA MITHA
MIX and ALU SEV from which ALU SEV is just recently
produce and introduced in to the marlet.

The Balaji Wafers Pvt. Ltd. falls under the category

of the FMCG and its a medium scale unit. The emphasize has
been given to more on potato wafers but due to changing
trends and demand company is concentrating more on each
products to fulfill the demand of market.

Generally the companies are divided I to two categories;

FMCG (Fast Moving Consumer Goods)
Industrial goods.

Companys aim is to satisfy the consumer by

providing the qualitative product at affordable price secondly
todays market is the competitive market each and every kid
of industry is facing competition Balaji Wafers Pvt. Ltd. has
also the competitors. The competitors so Balaji Wafers Pvt.
Ltd. are:
Frito Lays Product.
A1 Nankeens
Kurkure, (Frito)
Smarat
Other local brand (Shakti, Parag, Gopal etc.)

In spite of having such a big competition Balaji Wafers

Pvt. Ltd. having above 500 Kg. per hour* capacity of
production. (Old plant)
20
 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.

21
 CHANNEL OF DISTRIBUTION

Product Flow :-

Company Distributor Retailer Consumer

Payment of flow :-

Company Distributor Retailer Consumer

Information flow ;-

Company Distributor Retailer Consumer

Promotion flow :-

Company Ad. Agency Distributor Retailer

Consumer
22
 It should be realized that marketing and distributing
channels are one of the more stable element in the marketing
mix. A channel is costly and complex to change, unlike. Say,
price, which is easy to manipulate. For instance, to switch
from selective to intensive decision is a top management
policy decision, which will have a direct effect upon sales
force number and even upon the type of selling method to be
used.

The main problem that company has to face is in

choosing the most appropriate channel, and from viewpoint of
sales management this includes the type of sales outlets that
must be serviced. Basically a manufacturer has the choice of
the one of four type of distribution at its disposal.

Direct:-
Here the manufacturer does not use the middleman
and sales and deliver direct to the consumer.

Selective:-
Here the manufacturer sales through a limited
number of middle man who are chosen because of their
special abilities and facilities to unable the product to be
marketed more effectively.

23
 Intensive:-
The intention is to achieve maximum exposure at
the point of sale and the manufacturer sale through as many
outlet as possible the servicing and after sale s aspect are
probably not so important hear. Product examples are
Cigarettes, Detergents, and Spices etc.

Exclusive:-
The manufacturer sales to a restricted no. of dealers
and obvious example is Car industry, where distributor
intermediate must provide the levels of stock holding, after
sales service, etc.

Balaji Wafers Pvt. Ltd. follows intensive distribution

network system.

To implement the overall marketing strategy, the

manufacture needs the cooperation of its distributive outlets.
In fast moving consumer goods market retailer must have
adequate stock of products on had to deliver the customers.
Distribution channel is the key tool to avail product front
manufacturer to the consumer.

Distribution Channel for Gujarat State:-

Balaji Wafers Pvt. Ltd. has very effective
distribution channel which works suitable to the requirement
of its product. Distribution channel of the company for
Gujarat as follow:

24
 Company

Distributor

Retailer

Customer

Satisfaction to the intermediate is very necessary. New

form of distributing cant be, selected blindly. What problem
can be created if, new system followed without proper
consideration.

Example:-
Levi Strauss has recently pulled out of direct sales
through the Net. Levis launched their Web site in 1998,
which become and e-salesroom. As these sales cut into their
traditional outlets, Levis found strong resistance from their
existing channels and most. Recently, Levis have withdrawn
from direct sales through the Net.

25
 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 personnel
4) 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 particular
retailers, there is one distributor is selected. Therefore, in
cities there is more than one distributor.

26
 FUTURE STRATEGIES

Research and Development :

The product is well accepted in the market for its
excellent taste ability and good packaging. Some patents have
been applied for covering new inventions generated during
the development stage of this new product.

Upgrades for product quality, size, and packaging etc.

have been introduce in the market.

Development of a new product with modern styling is

complete. Similarly, the company is working on new product
for companys development. New products are introduced in
the market during the current year.

The company has further strengthened its relationship

with customers of Gujarat and also outside Gujarat. Technical
interactions have enhanced the R&D and product
development capabilities of the company.

Productivity, Safety, Health and Environment :

The company has received Many Award for Food
Industry Instituted by National Productivity Council.

Provision of safety equipment, creation of safe working

conditions and adoption of safe working practices are
continuously monitored, resulting in considerable lowering of
frequency rate of accidents.

27
 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.

28
 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.

29
 A brand is a sign, symbol or design used to identify the
product and differentiate it from other consumers. It is a brand
same that helps a consumer identifies a product that might
benefit it. Buyers who buy the same brand every time know
that they will get the same quality and reliability in the
product.

To make a product attractive and saleable the producer

should package and size it in a manner useful and convenient
to the user. The other benefits of a product would include the
discounts offered as well the guarantee of replacement or
service for a product.

Balaji Wafers Pvt. Ltd. having 14 products in their

product portfolio with different verities and taste depending
on the demand of customers in which quality is important
factors for Balaji Wafers Pvt. Ltd.

30
 PRICE ;
Price is the amount of money consumers is ready to
pay for a particular product.

Price is the value placed on what is exchanged.

Something of value is exchanged for satisfaction and utility,
includes tangible (functional) and intangible (prestige)
factors. Buyers must determine if the utility gained from the
exchange is worth the buying power that must be sacrificed.
Price represents the value of a goods/service among potential
purchases and for ensuring competition among sellers in an
open market economy. It is often the only element the
marketer can change quickly in response to demand shifts.
The marketer can use price symbolically to emphasize quality
or bargain.

Balaji Wafers Pvt. Ltd. consider the related aspects such

as competitors price, cost including production expenses and
profit margin and other related aspects, which decide the price
of the product.

The price of a product needs to be decided upon keeping

in mind the kind of market the product has whether it is
feasible to offer any kind of discounts that is reductions in
price or if the producer or marketer is in a position to offer
any kind of allowances to the retailers or wholesalers. Price is
the most crucial factor in the entire marketing mix.

31
 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.

32
 PROMOTION :
Promotions an active, explicit form of marketing
communication. Promotion highlights the marketing elements
in order to increase the odds that consumers will buy and
become committed to the product. Thus, promotion can be
defined as the marketing function concerned with
persuasively communicating to the target audiences the
components of the marketing program in order to facilitate
exchange between the marketer and the consumers.

Promotion is communication with individuals, groups or

organizations to directly or indirectly facilitate exchanges by
informing and persuading one or more audiences to accept the
product or service.

It is basically activities undertaken to communicate the

merits of the product or service and persuade target customers
to but it.

All promotional tools must blend harmoniously into an

effective communication strategy, to meet the promotional
objectives. The components of a promotion mix are
advertising, personal selling, sales promotion and public
relations.

Four types of activities provide the key tools to achieve

the goals of promotion,

33
 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.
34
 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 Advantage
Balaji group concentrates on economies of scale,
which results in producing a product at a lowest cost.
Moreover, they developed it with fully automatic plant in
Gujarat, which reduces in hiring costly technology from
outside and results in cost advantage. Thats why Balaji
Wafers Pvt. Ltd. is lowest cost manufactures in this market.

3. A widely recognized market leader and an attractive

base
Due to concentrate on wide middle class, they
produce products at a cheaper rate compare to other and hence
it enjoys leadership especially in Wafers and other products,
by giving it at affordable price.

35
4. Wide geographic coverage and a strong distribution
capability
Balaji Wafers Pvt. Ltd. covers first largest market of
the Gujarat. It not only market leader in Gujarat because it has
a strong distribution capability all over the Gujarat and now it
looks for out side the Gujarat.

5. A strong financial condition : ample financial

resource to grow the business
From the latest annual financial reports indicate that
Balaji Wafers Pvt. Ltd. has making profit by which it grows
year after. Moreover, they have reserves some amount of
fund, which can be utilized for R&D, work and shows a good
financial condition along competitors. They manage to
maintain profit growth, through producing and developing a
new product in the market.

6. Ability to take advantage of economies of scale

When you want to jumpstart volumes, the only
thing that works is price. To compete on price, which was the
way it went. This results in introduction of Alu Sev, whose
price is lesser compare to any of competitors. This makes
Balaji Wafers Pvt. Ltd. products affordable to any class.
Moreover Balaji Wafers Pvt. Ltd. is product is the lower in
price compare to other competitors, which improves the sales.

36
 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.

37
 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.

38
 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
fritolay 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 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.

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.
39
 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.

40
 BIBLIOGRAPHY

Marketing Management - PHILIP KOTLER.

Marketing Management - S. A.SHARELEKAR.

WEBSSITE - www.balajiwafers.com

41