Anjaney Report

Facets of Marketing in Haldiram’s
A report submitted to Accurate Institute of Management and Technology, Greater
Noida as a mandatory part of PGDM curriculum
Submitted To: Submitted By:
PGP Cell, Anjaney kumar
AIMT Roll No.: DM091106
Greater Noida PGDM (2009-11)
Accurate Institute of Management and Technology,
Plot No. 49, Knowledge Park – III, Greater Noida – 201306.
E- mail: pgpcell@accurate.in
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Under the Esteemed Guidance of:
Mrs. Ekta Gupta
Brand Manager, Haldiram’s snacks pvt. Ltd. Noida
&
Mr. Abhishek Goyal
Marketing officer, Haldiram’s snacks pvt. Ltd. Noida
Accurate Institute of Management and Technology
Plot No. 49, Knowledge Park III, Greater Noida, UP 201306
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CERTIFICATE
This is to certify that the project report titled “Facets of marketing in Haldiram’s”
submitted to Accurate Institute Of Management and Technology, Greater Noida by
Anjaney kumar in partial fulfillment of the requirement for the award of Post
Graduate Diploma in Management, i.e., PGDM, is an original work carried out by the
below mentioned student under the guidance and supervision of the below mentioned
guides/supervisors. This work has not been submitted anywhere else for any other
degree/diploma under my signature. The original work was carried out during 5 May
2010 to 5 July 2010 in Haldiram’s snacks pvt. Ltd Noida.
Signature of the student: _________________________
Name of the student: Anjaney Kumar
Dated: 5 July 2010
Name of the Industry Guide: Mrs. Ekta Gupta
Designation of the Industry Guide: Brand Manager
E-mail Address: mktg.noida@haldiram.com
Mailing Address: B-1, Sec-63 Noida (U.P.)
Dated: 5 July 2010
Signature of the faculty supervisor: __________________________
Name of the faculty supervisor: Mrs. Supriya Srivastva
Dated: 5 July 2010
Acknowledgement
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The completion of this project cannot be achieved without expressing gratitude to
those people who have been a pillar of support through my entire Internship at
Haldiram’s snacks pvt. Ltd. My summer internship program would not have been so
easily completed without the guidance and cooperation of all these people.
I am deeply indebted to Mrs. Ekta Gupta, Brand Manager, and Haldiram’s snacks pvt.
Ltd, for giving me an opportunity to undergo training in their esteemed organization.
Under her guidance, I came to learn about the specific activities of the marketing
field.
I would also like to thank Mr. Abhishek Goyal, Marketing officer Haldiram’s snacks
pvt. Ltd, for his timely guidance and enlightenment that he offered to me at every step
of my training. I have learnt so many marketing terms from him which I was unaware
of earlier. Working at Haldiram’s would not have been so wonderful if my senior
colleagues would not have been here. The list of thanks would be incomplete without
mentioning the name of my College Mentor, Mrs Supriya srivastva, Professor,
Accurate Institute of Management and Technology, Greater Noida who gave me this
opportunity of doing Summer Internship at Haldiram’s snacks pvt. Ltd. His constant
belief in me and timely guidance during the training has helped me a lot and has
inspired a great level of confidence in me. I also thank Dr. Keshav Sinha, Professor ,
as well as all the faculty members at AIMT for their continuous support.
Any task in life is incomplete without the blessings and support of family and friends.
So, I would like to thank all of my family members, friends and well-wishers for their
assistance to me as and when needed.
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However, I accept the sole responsibility for any possible errors of omission and
would be extremely grateful to the readers of this project report if they bring such
mistakes to my notice.
Thank You All!
Best Regards,
Anjaney Kumar
PGDM (2009-11)
AIMT, Greater Noida
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Declaration
I, ANJANEY KUMAR, a student of ACCURATE INSTITUTE OF
MANAGEMENT AND TECHNOLOGY, GREATER NOIDA, hereby declare
that this project is the record of authentic work carried out by me during the academic
year 2009-2011 and has not been submitted to any other university or Institute
towards the award of any degree.
An attempt has been made by me to provide all relevant and important details
regarding the topic to support the theoretical edifice with concrete research evidence.
This will be helpful to clean the fog surrounding the various aspect of the topic. This
is hereby stated that this report is very much original in every sense of the term and it
carries a sense of credibility and strength and that I have taken no shortcuts and
remained both rigorous and scholarly.
I hope that this project will be beneficial for the Organization.
Place: GREATER NOIDA (ANJANEY KUMAR)
Date: July 2010 AIMT, Greater Noida
TABLE OF CONTENT:
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SNO CHAPTER PAGE NO.
1. INTRODUCTION 10
1.1 INTRODUCTION TO RESEARCH 11
PROBLEM
1.2 INTRODUCTION OF ORGANISATION 13
2. OVER VIEWING THE INDIAN SNACKS 27
INDUSTRY
3. CUSTOMER COMPLAINT HANDALING 33
4. PRE LUNCH STEPS OF NEW PRODUCT 42
DEVELOPMENT
5. QUESTIONNAIRE INTERVIEWING OF 58
NEW LAUNCH PRODUCT

6. TO STUDY THE PROMOTIONAL 69
ACTIVITIES
7. MARKET TOUR 91
8. TO STUDY FLEXIBLE PACKAGING 104
9. SUPPLY CHAIN 114

10. CONLUTION AND LIMITATION
120
11. CUSTOMER SATISFACTION
121
ABSTRACT
There are many varieties of snacks food, which are produced in India, and the type of snack
food varies according to the region. The snacks market has changed with the advent of
innovative products. It has emerged as a fast, customized and large market. There is also a
changing perception of consumers towards processed foods, served in centralized food
service system. The primary reason for these changes is the dynamic marketing environment
in the snacks business. Changes in the marketing environment have generated a need to
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reconsider the managerial perspectives on marketing in the snacks business. And in this new
arena of increased competition and market saturation Haldiram is still doing well with highly
satisfied customers. As it has very skilled management who can easily sense customer
requirement, maintain product quality and frequent market research always assures product
authenticity in the market.
This Project has given me a great learning experience and at the same time it has provided me
enough scope to implement my analytical ability. This project has helped me to know the
importance of customer complaints, use of MIS and ERP, promotional strategies of Haldiram,
market visit, laminates and packaging, importance of conferences, prelaunch steps of New
Product Development, importance of sales order and final invoice.
The analysis and study presented in this Project Report is based on data analysis,
market research, and thorough study of marketing strategies used in Haldiram’s to
maintain its brand equity in the market. This Project as a whole provided insights into
the different facets of marketing in an organization.
CHAPTER 1
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INTRODUCTION
1.1-INTRODUCTION TO RESEARCH PROBLEM
MOTIVE: The purpose of this report is to learn the facets of marketing and to
find the deviation between sales order and final invoice.
OBJECTIVES:
Followings are the objectives of the project-
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(a) Over viewing Indian snack market.
(b) To tackle the customer complaints.
(c) To study the prelaunch steps for a product at Haldiram’s
(d) Doing questionnaire interviewing for newly launched product
(e) To study about promotional activity.
(f) To be a part of market audit.
(g) To study packaging
(h) To find out deviation between sales order and final invoice, improving supply
chain management.
SCOPE:
Scope of the project means the area which we cover under our project and how it is
beneficial. In my project I used to deal with the main areas of marketing. And also
during this project I have done an exercise of supply chain management. In this report
you will find that what and how marketing plays an important role in business
development.
During this project, I did a survey which reveals the current status of the companies’
services and the competitors position in the market and the outcomes of that survey
that the company can use for their enhancement and to increase their business.
METHODOLOGY:
Methodologies which I have used in this project are :-
A. Market research
Data analysis
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1) Primary data
Primary data was collected through survey and observation method which includes:
Interviewing through questionnaire.
One to one interaction.
The data includes the necessary information which has been gathered from retailers
and customers.
2) Secondary data:
Secondary data includes the necessary information which has been gathered from
the company and internet.
3) Research tools:
Excel sheet
Well – structured questionnaires.
B. Studying and practical utilization of marketing concepts in FMCG environment.
LEARNING OUTCOMES:
Use and importance of the project, means the practical applications of all the
marketing concept in the project and the practical knowledge which I get during my
summer internship is benefactor for my career. I worked on many variants in this
project.
Following are my learning’s from the project—
1) I have learnt about different marketing concepts with their practical use.
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2) I have learnt the ways & importance of customer care handling
3) I have also assessed the market & known perception of consumer about haldiram.
4) During this project I have also learnt the process of Brand promotion and vendor
development.
5) I was involved in the supply chain management exercise, in which the deviation of
sales order and final invoice were calculated.
1.2-INTRODUCTION OF THE ORGANISATION
Haldiram in India-
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Haldiram was started by Shri Gangabisanji Agrawal alias Haldiram Agrawal in 1937
in Bikaner (Rajasthan). It is the first brand of Indian snacks and namkeen industry.
It’s headquarter is in Delhi and has regional offices in Noida & Gurgaon.
Today Haldiram is a 4 million dollar brand that, it is familiar sight on shelves across
the USA, UK and Middle East. It is having a huge global presence.
Haldiram has multi locational plants with a processing capability of 50,000 m.t.p.a.
Haldiram story began over seventy years ago in Bikaner, a town in Rajasthan where it
started a small family business selling namkeens & sweets out of a node script shop.
The company is promoted by two 1st generation entrepreneurs Mr. M.L Agarwal and
Mr. M.S Agarwal having more than 30 years of experience in this line of business.
They started business in-
• Bikaner 1937
• New Delhi 1982
In 1970, a large manufacturing unit was set up in 1982, New Delhi and
Gurgaon with multiple production unit and huge production capacity.
USA was the first market they started exporting in 1993, reason was large
Indian population over there.
PRODUCT PORTFOLIO:
There are 4 broad ‘Product Segments’ in terms of Salty Snacks category.
1. Traditional Snacks (Namkeens)
2. Potato Wafers (Chips)

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3. Bridges (Takatak)
4. Extruded Snacks (Whoopies)
Other then salty snacks they are in syrups, ready to eat, papads, bakery products.
Namkeen- 56 varieties, 126 SKU
Sweets- 12 varieties, 19 SKU
Syrups- 10 varieties
Papads- 6 varieties, 11 SKU
Instant home food- 11 varieties
Baked biscuits- 7 varieties
Chips- 7 varieties, 36 SKU
Takatak- 2 varieties, 9 SKU
Whoopies- 6 varieties, 12 SKU
GROWTH LADDER:
Haldiram is growing at a rate of 30% in international market and confident of
maintaining the pace for next 5 years, reason is that it is getting the worldwide
audience. So to meet the demand, production capacities is increased.
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Presently, they are having 4 plants in Delhi and Delhi - NCR that produces 50 tones
of namkeens, 20 tones of chips and other fun food and 5 tones of sweets and soan
papdi, on daily basis
The annual turn over of the company shows its growth.
• Annual Turnover of the Company/ organization and growth in last 5

years
Year Rs. In Lakhs (% growth over Previous Year)
2008-09 89519.8 31.76%
2007-08 67940.8 29.66%
2006-07 52397.4 34.88%
2005-06 38846.8 19.28%
2004-05 32566.7
Average Annual Growth Rate % (4 yrs) 28.90%
Initially when they started exporting , the figure stood at $1.7mn. In year 2006 the
exported figure reached to $ 6.00mn
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Data presented is in term of million and is upto year 2005-06.
For year 2006-07 the data is projected in this graph.
Awards & Achievements
Haldiram’s is an ISO 9002 and HACCP recognized company with several awards
under its belt.
• International Award for Food & Beverages awarded by Trade Leaders Club
in Barcelona, Spain in 1994.
• Kashalkar Memorial Award presented by All India Food Preservers
Association in 1996 at its Golden Jubilee Celebration for manufacturing the
best quality food products.
• Hind Ratan Award.97 given by NRI Welfare Society of India
• Brand Equity Award 1998 was awarded by Progress Harmony
Development Chamber of Commerce & Industry in recognition of creating a
successful Indian brand.
• APEDA Export Award 2001-2002 was awarded by Agricultural & Processed
Food Products Export Development Authority for outstanding contribution to
the promotion of Agricultural & Processed Food Products during the year
2001-2002.
• MERA Delhi Award was awarded by Agricultural & Processed Food
Products Export Development Authority in the year 2004.
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• AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business
School, Amity University for best H R practices(Retail) in the year 2008.
CORPORATE PROFILE:
M/S HALDIRAM SNACKS PVT LTD.
- Location
- Regd./admin. Office: B-1/H-3, Mohan Co-operative Industrial Estate
New Delhi
- Factory/Unit : Plot No. B-1, sector 63, Noida (Unit)
- Line of activity : Manufacturing of potato chips, peanuts, packed

sweets, papad, syrups,
tatatak whoopies
- Constitution : Private Limited company
- Established : 1989.
PROMOTERS
 Mr. Manohal Lal Agarwal (Chairman)

 Mr. Anand Agarwal (MD)
 Mr. Ashish Agarwal (Executive Director)

) Products And Manufacturing Units
Namkeens :: Produced at Haldiram Manufacturing – F 12 ,
Mathura Road
HALKA FULKA
ALL IN ONE BOMBAY CHANA CHANA DAL MIXTURE
BOMBAY CHANA JOR

ALOO BHUJIA MIXTURE GARAM HARA CHIDWA
BOONDI BHUJIA
BANANA CHIPS MIXTURE CHIDWA PLAIN KABLI CHANA
BANANA CHIPS CORN FLAKE

MASALA BOONDI MASALA MIXTURE KAJU DAL BIJI
BANANA CHIPS
SALTED BOONDI PLAIN DAL BIJI KAJU MASALA
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BANANA CHIPS
TANGY
TOMATO BOONDI RAITA GHATIA KAJU MIXTURE
FALAHARI
BHELPURI CHAIPURI MIXTURE KAJU SALTED
FALAHARI KANPURI
BHUJIA CHAKOLI WAFFER MIXTURE
GUJRATI KARANCHI
BHUJIA PLAIN CHANA CRACKER MIXTURE MIXTURE
KASHMIRI
SAMOSA OM PURI NAVRATTAN MIXTURE
KAKHARA
SEM BEEJ PANI PURI NIMBU MASALA CORIANDER
KAKHARA
SAHI MIXTURE PUNJABI TADKA NUT MIX JEERA
MOONG DAL KAKHARA

MASALA METHI SEV LONG SEV MASALA
MOONG DAL MINI BHAKAR MADARASI KAKHARA

MAST MASALA BADI MIXTURE METHI
MOONG DAL
CHATAK KAKHARA
MASALA MOODI MIXTURE MASALA TWIST PLAIN
KHATTA
MEETHA MOONG DAL MATHRI
Namkeens :: Produced at Haldiram Manufacturing – Gurgaon
BHELPURI
BHUJIA
BHUJIA PLAIN
MOONG DAL
MOONG DAL CHATAK MASALA
MOONG DAL MASALA
MOONG DAL MAST MASALA
PANIPURI
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Namkeens :: Produced at Haldiram Snacks Pvt Ltd – B1 Noida
Nut Cracker Mint Lachha Honey Coated Peanut
Lime Chilly Coated

Salted Peanut Masala Peanut
Peanut
Panchrattan Mirchi Peanut Boondi Plain
Tasty Nut Cracker

Chatpati Dal Boondi Masala
(CSD)
Chili Chatak Lachha Gabagab Boondi Raita
Punjabi Javitri Bikaneri Papad(CSD)
Medium Mirch Masala Sada Papad
Snacks ( Items & Products in this category )
Snacks :: Produced at Haldiram Snacks Pvt Ltd – B1 Noida
Pudina Treat (Chips) Takatak Masala Aloo Masala
Classic Salted NATKHAT

Sour & Cream Onion
(Chips) TOMATO (Takatak)
Cheezi Balls
Mast Masala (Chips) Boletos
(Whoopies)
Tangy Tomato Chatpata Stix

(Chips) (Whoopies)
Heart Beat
Peprika (Chips)
(Whoopies)
Sweets ( Items & Products in this category )
Sweets :: Produced at Sector 65
Chikki Gulab, Badam, Ramdana, Til , Mungfali, Kheera Beej
Halwa Karachi, Son
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Bite Mewa, Rose, Mango, Choclate, orange, pista
Petha Gandiri, geela, Laccha, Rimjhim, permal, Gilori, Roll
Laddo Atta, Besan
Mewa big & small
Pista, choclate, Moong Barfi , Malpua, Kulfi Faluda, Imarti,

Shakarpara, Lal Laddu, Small & Big Mewa Laddu, Tiranga,
Desi Ghee Items Kalakand, Kheer kadam, Gola Burfi, Sev Burfi
rasgulla, Rajbhog, rasmalai, Patisha, Anarkali, Madhuri,

malai Chop, Badam Milk, Kaccha Gola, sandesh,
Chamcham , Anurodh, kaju barfi, Milk Cake, White
rashbhari, Nariyal laddoo, Badam Burfi, Gulab jamun, Kala
Bengali Items Jamun, Small Jamun
Gujhiya Panjiri
Lal ladoo Anjir Dry Fruit
Laddu dana Kahjur Dry Fruit
Rashbhari Batisha
Pinni Dodha
Balusahi
Sweets :: Produced at Haldiram Snacks Noida
Rasgulla Chamcham Kalam petha
White
Jamphal Rajbhog
Rasbhari
Kesar Kesar
Rasgulla (CSD)
Rasbhari Gandheri
Outlets & Delicious Fares
One Country, One Taste
Haldiram’s has six restaurants that are as popular with NRIs as they are with
the locals. Situated in places that are seen as Meccas of street food they are
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always packed to the last inch; international food chains and street vendors
not withstanding.
Apart from its packed items for exports, it, at these outlets, sell 96 varieties of
dishes and 77 varieties of sweets. Cooked fresh every day at each of its
outlets, these serve our customers need for breakfast, lunch, snacks, dinner
and celebrations.
New Restaurants
An important diversification was an inroad into the restaurant business with

Haldiram’s having 11 restaurants cum showrooms at premium locations of
Delhi & NCR with plan to open various outlets in Northern India.
Mathura Road: B-1/H-8, MCIE, Main Mathura Road, New Delhi- 110044
Ph: 011-28898004 Fax: 011-28898005
Faridabad: Parswanath, City Mall, Sector 12,
Faridabad
Moti Nagar:
Nagar: 19A Nazafgarh Road, Moti Nagar, New Delhi- 110015
Ph: 25421425, 25421426
Noida: PVR Spice World Sector 25A, Noida
Ph: 0120-2542264
Noida: sec-63 Noida
Gurgaon: Village Kherki Daula, Jaipur Highway, Gurgaon – 122001
Ph: 0124-2214141, Fax: 0124-2214147
Gurgaon: M.G.F. Mall, 3rd Floor, M.G. Road, Gurgaon
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Ph: 0124-4379016, 9212593763
Gurgaon: Sahara Mall, M. G. Road, Gurgaon.
Ph: 0124-4048051
Gurgaon: DT Mall, Behind Bristol Hotel. Gurgaon.
Lajpat Nagar: 45, Ring Road, Lajpat Nagar- III, New Delhi-110024
Ph: 011 28898030 Fax: 011- 288998031
Chandni Chowk:
Chowk: 1454/2, Chadni Chowk, Delhi-110006
Ph: 28833007/8/10 Fax: 011-23862755
COMPETITORS
Products
Snacks Namkins Papad Sweets Syrups RTE BISCUIT
Snacks
• Bingo
• Lays,
• Oye oye,
• Dimond
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• Some local regional players
Namkeens
• Bikaji
• Bikaner wala,
• Jain’s,
• Bikano,
• Lal ji
Papad
• Lijjat
• Bikaji
Sweets
• Bikaner wala
• Bengali sweets
• Bikaner
• Some local regional players ( sudha ,paras)
Syrups
• Roohafza
• Kisan
• Dabur
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Ready To Eat (RTE)
• MTR
• Some local regional players (Aussi food pvt. Ltd. (Rte) delhi; Arkriti foods
delhi)
pvt ltd. (rte) delhi)
Biscuit
• Britannia
• Priya gold
• Bakeman’s
• Parle
• Sunfeast
RESTAURANT
 Nathu’s
 Evergreen’s
 Bengali Sweets
 Sagar Ratna
 McDonalds & Nirulas
 Yo! China
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 Local Sweet Shops
CHAPTER 2
OVER VIEWING THE INDIAN
SNACK INDUSTRY
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2.1- INTRODUCTION:
Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is
described as a small quantity of food eaten between meals or in place of a meal.
Snack food generally comprises bakery products, ready-to-eat mixes, chips, namkeen
and other light processed foods. According to the ministry of food processing, the
snack food industry is worth Rs 100 billion in value and over 4, 00,000 tonnes in
terms of volume. Though very large and diverse, the snacks industry is dominated by
the unorganized sector. According to an Apeda survey almost 1,000 snack items and
300 types of savories are sold across India. The branded snacks are sold at least 25%
higher than the unbranded products. Savoury snacks have been a part of Indian food
habit, since almost ages. Though there is no particular time for snacks, normally they
are consumed at teatime. The variety is almost mind-boggling with specialties from
all regions, which have gained national acceptance. The industry has been growing
around 10% for the last three years, while the branded segment is growing around
25% per annum to stand at Rs 5,000-Rs 5,500 crore, due to various reasons like
Multiplex culture, snacking at home while watching TV, pubs and bars (where they
are served free). AC Nielsen's retail audit shows that the large sales volumes are due
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to a marked preference for ethnic foods, regional bias towards indigenous snacks and
good value-for-money perception.. Of course the branded segment is much smaller at
Rs 2,200 crore, which is what makes it so attractive to food Companies that are
looking at bigger shares.
Snacks industry has two types:-
1. Salty snacks- salty snacks has two different categories-
• Chips ( potato , banana)
• Extruded snacks ( various fun foods of different players like kurkure, takatak
etc )
2. Traditional snacks - includes namkeen
MATERIAL & METHODS: The data collected for reviewing the Indian snack
industry is entire secondary data. The mode of collection of the data is internet.
. INDIAN SALTY SNACKS INDUSTRY-
 There are approximately 1,000 types of snacks being sold in the Indian market
today.
 Major products under snacks are potato chips, kurkure, bingo, peppy and
piknik and various other fun foods.
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 Market leaders in this segment are Pepsico Frito lays, haldiram’s group, ITC,
Parle agro, SM food.
 The organized segment taking half the market share in this sector, and has an
annual growth rate of 15-20 percent. The unorganized snacks market is worth
US$ 1.56 billion, with a growth rate of 7-8 per cent per year.
The market share of snacks industry can be plotted in a pie chart
Marketshareof snacksindustry's
Haldiram's Frito Lay itc other
15%
6%
38%
41%
INDIAN TRADITIONAL SNACKS INDUSTRY –
 Comprises of namkeen industry.
 Major players in Namkeen industry are-
 Haldiram’s
 Lehar
 Bikano
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 Haldiram is market leader with 75-80% market share in Northern India.
 Haldiram’s highest contribution comes from namkeen.
 Overall market share of major players in namkeen industry
Marketshareof traditional snacksindustry

Haldiram's Lehar Bikano unorganised market
5% 16%
8%
71%
SWOT Analysis of Snacks Industry
Strengths
• Abundant availability of raw material
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• Vast network of manufacturing facilities all over the country
• Vast domestic market as well as international markets
• Urbanization
Weaknesses
• Low availability of adequate infrastructural facilities contradictory statement
• Lack of adequate quality control & testing methods as per international
standards
• Inefficient supply chain due to a large number of intermediaries
• High requirement of working capital
Opportunities
• Rising income levels and changing consumption patterns
• Favorable demographic profile and changing lifestyles
• Integration of development in contemporary technologies such as electronics,
material science, bio-technology etc. offer vast scope for rapid improvement and
progress
• Opening of global markets
Threats
• Affordability and cultural preferences of fresh food
• High inventory carrying cost
• High taxation
• High packaging cost
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• Competition between national and regional players
CHAPTER 3
CUSTOMER COMPLAINT HANDLING
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3.1) INTRODUCTION:
The most important aspect of any business is the customer – without customers, your
business will not succeed. And happy, satisfied customers will carry your business to
great success. Knowing that, most business owners and their staff will work to make
customers happy with the service and products. You can value add, offer quality
products and do it all professionally for a good price.
However, even the best business will have unhappy customers. They may be unhappy
about something out of your control or be unreasonable, but if they are unhappy it can
impact on you and your business.
It is a fact of business life that not all customers will be happy, even in the finest run
businesses, problems, mistakes, or even bad luck can cause people to be dissatisfied
with your products or service: hence ‘customer complaints’. When people are
unhappy, they will often complain. Many businesses tend to try and ignore
complaints, or pass them off as irrelevant, however, if dealt with well, they can
actually provide your business with a strong advantage.
Customer complaints are part and parcel of every business. Every company
irrespective of its huge magnitude of success receives complaints.

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Customer complaints are inevitable .The basic objective of the organizations is to
keep its business moving with huge profits through building happy and content
customers
Handling customer complaints is never an easy task and infact requires skill to handle
the situation and take necessary steps. It needs an instant reaction and a solution and
therefore plays a vital role in solving the customer’s complaints and holding them
back.
The main purpose of customer complaint is to establish a system of receiving and
handling consumer product complaints.
MATERIAL AND METHOD:
Handling customer complaint is the part of my project. I handled this for 1 month in
which I learnt the process as well as the importance of customer complains. Due to
company policy I am bound, not to specify the complaints but I have mentioned
whole thing except the data.
Before telling anything about the customer care handling it is necessary to understand the
need of the customer care, what major role it plays in building and enhancing brand equity.
The slogan "customer is the king" or "customer is the God" indicates the importance
of customers to businesses.
Customer care handling is the process to listen and solve the problem of consumers. It
plays a vital role to build customer relations with the haldiram and gain from the
customer loyalty.
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When a customer contacts the company to complain against a product or service
received, it can be a blessing in disguise. For every person who complains, there can
be hundreds who do not bother to complain but who also spread negative comments
about the company. In some situations where customers complaint about, the
complaint must be dealt immediately and the cause of the complaint rectified. Some
of the companies do not concern with quality and often ignore complaints or deal with
them dishonestly. Seeking customer satisfaction benefits a company in the long run
should mind the complaint and handle them carefully as to root out the problem.
In any business customers is the most important part, although they do not connect
directly with the business process, still at every step, like or dislike of customer
would affect the business.
Haldiram understands this concept very well that’s why it gives a special attention to
its customer care unit, which deals with entire problem, are associated with
customer.
A defective, Haldiram Snacks Pvt. Ltd., product is reported by an unsatisfied
customer. Complaining customer can be a direct consumer, an institutional or a trade
outlet or any individual, Haldiram Snacks affiliated or organization along the products
supply chain. As it is known that haldiram deals with the food products, so for them,
it is very necessary to maintain Six sigma & TQM, and this customer complain
handling is a part of these two. It helps to maintain and improve the quality and
service.
Handling customer complaint at haldiram is 3 step process:
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Involved department identifies probable source (Manufacturing abnormalities,
Supplier, Distribution, Marketing, Sales) of the complaint or defective
product.
A defective Haldiram Snacks Pvt. Ltd. product reported by an unsatisfied customer.
Complaining customer can be a direct consumer, an institutional or a trade
outlet or any individual, Haldiram Snacks affiliate or organization along the
products supply chain.
Exchange of retrieved defective Haldiram Snacks Pvt. Ltd. product with acceptable
Haldiram Snacks Pvt. Ltd. products. The type and quantity of Haldiram
Snacks Pvt. Ltd. products to be provided as a replacement depends on the
severity of the complaint situation and proper discretion of Marketing or
Sales Manager.
Finding and providing best solutions and services respectively to the customer,
departments which co-acting mutually are
Marketing and sales
The main function of the marketing department is to receive complaints and then it
forwards all the complaints to the sales team of concerned area from where
complaints are received. And sales team consolidate all the valid complaints after
verification and they take corrective measures against all the valid complain like it
replaces the defective samples with the new ones. Now it handovers these samples to
the marketing department. Marketing department checks the product and if the
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product needs some technical testing then for the conformation it forwards the
samples to the QA and R&D departments.
Quality assurance(QA), Research & Development
The main function of QA and R&D is to check the problem in the defective product
and to find out the main reason of the defect.
Production
Production department plays an important role in solving the complains rather it is not
directly involved in communicating with customer but it is the root from where
problem is arise and also it is that point which help of to solve the problem
permanently.
Criteria for Product Replacement
Exchange of retrieved defective Haldiram Snacks Pvt. Ltd. product with acceptable
one depends on the severity of the complaint situation and proper discretion of
Marketing or Sales Manager.
RISK CLASSIFIATION WITH CUSTOMER COMPLAINT HANDALING:
Critical:
Government regulatory issue.
Consumer Association reported issue.

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Media highlighted case.
Food Safety related that could cause health problem such as microbiological
contamination.
Product quality deterioration.
Consumer extortion for quality non-conformance.
Normal:
Isolated quality problem.
Appearance defect.
Customers’ preference on product sensory.
PROCEDURE FOLLOWED AT HALDIRAM’S:
Marketing/sales Receives Product Complaints from various sources:
Dissatisfied customer can contact-
By mail: at sales@haldiram.com
By Telephone: at 0120-2400286
By Walk-in customers
By Salesman
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Evaluate the validity of the complaint: complaints are evaluated and verified by the
concerned person. After that depending upon the severity of the complain
corrective measures are taken.
Marketing/ Sales give the product complaint report along with the sample.
Send the Complaint form and the complaint sample (if available only) to the Q.A.
Manager and intimate to other involved departments: Production,
Distribution, Maintenance.
Contacts direct consumer complainants within 48 hours. If necessary, provide
immediate product replacements.
For critical complaint, advise Haldiram Snacks Pvt. Ltd. unit head.
QA Manager receives the complaint together with complaint sample (if available),
acknowledge the reported complaint. Analyze the sample and release
sample if necessary, in the item related to the problem complained.
Sends to Production Manager the submitted compliant and the complaint sample, if
the defect is related to manufacturing. Where quantity in concerned,
redirect to Distribution Warehouse for corrective action.
Involved Department Manager receives the complaint from QA manager and
performs root-cause analysis.
Identifies/implements necessary corrective and preventive actions.
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Replies to the complaint with the cause and explanation and sends it to QA Manager
(lead time 1 week)
H. QA Manager receives the explanation from the concerned department and if
necessary, send information and request assistance from Research &
Development Department.
a) Review new root-cause analysis performed by Production manager.
b) Identifies/implement necessary corrective and preventative actions.
c) Completes final report and disposition, (lead time: 5 working days)
d) Distributes copies to concerned departments.
e) Prepares monthly summary of complaints for Haldiram Snacks Pvt. Ltd.
manufactured and Toll Processed products. Submits the summary to all
concerned through Monthly Report.
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ADVANTAGES OF CUSTOMER COMPLAINTS:
(i) Development
The most important reason why you should listen to complaints is very simple. If
someone is complaining, the chances are, there is a problem in your products or
service that is causing it. Listening to complaints allows you to find out what the
problems are with your business, and solve them.
Customers satisfied may cost money; you may need to give refunds or replacements,
but you will normally regain much more than this over time by retaining the
customer.
Fixing a problem once will help you keep the customer who made the complaint, but
fixing it permanently will help keep all customers satisfied, and maybe even help to
bring in some new customers.
(ii) Loyalty
It has been shown in several pieces of research that customers who complain, and
have a problem solved are generally much more loyal than those who are simply
happy with the business.
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If you can fix a complaint quickly, it shows not only that your business respects the
customer and wishes to provide a good service; but also that you can be relied upon,
even when things go wrong. It can provide a customer with a sense of security in your
business, making them much less likely to go to your competitors.
(iii) Lost Customers
There is a basic choice with dissatisfied customers; Let them complain, and try to
solve their problems; or watch them go to your competitors.
Although there are few proven figures, most experts believe that you are up to 10
times more likely to keep a complaining customer (whose problem you try to solve)
than you are one who says nothing.
You should also remember that it costs up to five times as much to win a new
customer than to keep an old one, even if keeping a dissatisfied customer costs you
now, in the long run, it will almost certainly save you money.
If a customer complains, it gives you a chance to make them satisfied with your
business again, and for this reason, you should encourage dissatisfied customers to
complain.
(iv) Employees
If a complaint is the result of a mistake by an employee, a complaint will help you to
know where problems lie. Minor problems can be fixed by reminding employees of
certain information or processes, major problems can be looked at over a period of
time, with the aim of long term improvements. In repeated cases of employee fault,
you should consider giving verbal warnings.

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Front line employees can often bear the complaints caused by other employee’s
mistakes, but attempting to solve all problems revealed by complaints will help to
keep your customers happy. Matters can also be helped if you give employees enough
training and empowerment to deal with complaints and problems quickly, see links
section for further information.
(v) The consumer complaint helps educate customers, to recognize their importance,
to advocate their opinion.
At last, I just want to conclude that, if an organization should take care of the
customer and provide them good services, try to resolve their all complain s
possible; they are able to retain their old customer along with themselves, this
all will lead to the business of an organization.
"The single most important thing to remember about any enterprise is

that there are no results inside its walls. The result of a business is a
satisfied customer."
Peter Drucker
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CHAPTER 4
PRE LAUNCH STEPS OF NEW PRODUCT
DEVELOPMENT
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4.1- INTRODUCTION:
Once a product is developed, effectively product launch becomes the critical step to
its success. The Product Launch Process must address all the steps necessary to start
volume production, plan and execute marketing activities, develop needed
documentation, train sales and support personnel (internal and external), fill channels,
and prepare to install and support the product.
A product launch plan has been prepared covering all activities to be performed by
Engineering, Manufacturing, Sales, Product support and Field Service.
Haldiram’s newly launched product
Haldiram’s keeps on introducing new products in the market to cater the different
taste and flavours. 10 to 12 new products are launched by Haldiram’s every year.
In June 2010, haldiram’s launched its new product Panga with three different tastes –
Tangy Tomato, Aam Achari & Chilly Chatpata. We during our internship worked on
the prelaunch activities for two Flavors i.e. Aam Achari and Chilly Chatpata.
Do’s at Product launch of Haldiram’s:
1. Pricing-
Estimate the manufacturing cost of proposed new product which include capital
equipment, tooling & the incremental cost of producing each unit. Incremental cost
comprises- cost of packaging.
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The pricing of new product also depends on the price of the market competitors of
that category and the weight of the product in gram i.e gramage.
Panga competition existing in market.
The major market competitors of Panga are ITC Bingo and PepsiCo Desi Beats.
The below mentioned table shows the pricing of the market competitors of Panga
along with weight (gm) and laminate size (mm).
Pack
Size in MM (W
Brand Name Flavour (in MRP Mfd by Mktd by
X L)
gms)
ITC ITC
Mad Angles Tomato Mischief 130 20 380 X 250 MM
Limited Limited
ITC ITC
Mad Angles Achaari Masti 130 20 380 X 250 MM
Limited Limited
ITC ITC
Mad Angles Chilli Dhamaka 130 380 X 250 MM
20 Limited Limited
ITC ITC
Limited Limited
ITC ITC
Mad Angles Achaari Masti 50 10 300 X 205 MM
Limited Limited
ITC ITC
Mad Angles Chilli Dhamaka 50 10 300 X 205 MM
Limited Limited
ITC ITC
Limited Limited
Desi Beats -
Deewana Tamatar 50 10 300 X 200 MM Pepsico Pepsico
Kurkure
Desi Beats -
Dildaar Masala 50 10 300 X 200 MM Pepsico Pepsico
Kurkure
Considering the pricing of competitors, the recommended size of Panga is as follows-
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Pack (in
Brand Name Flavour Size in MM MRP
gms)
Panga Chilli 310 X 195 60 10
Panga Mango Achari 310 X 195 60 10
Panga Tomato 310 X 195 60 10
Panga Chilli 280 X 180 25 5
Panga Mango Achari 280 X 180 25 5
Panga Tomato 280 X 180 25 5
2. Packaging-The product is ready on the lab level and is approved by the Quality
department. Sampling is done within the key officers of the company to check either
the developing product is promising or not. Now the step to be followed is
packaging.
Packaging is divided into-a) photo shoot (b) work done by designing agency (c)
Packaging at packaging industry.
a) Photo shoot- The ready product is now been taken for photo shoot. The
partial portion of the pack contains the picture from the photo shoot, and
the another part of the work done by designing agency.
When the photo shoot of Panga was done 50 to 60 shots were taken, from them few
pictures were finalized and those were sending to designing agency. Finalization of
the picture was done by the head of marketing department.
b) Designing Agency: The role of designing agency is to design the outer
cover pack of the product. The agency according to the company’s
requirement designs the pack. All the symbols and brand name of the
company is allocated well at the designed pack. Designing can vary
depending upon the target audience. The designing agency provides the
soft copy of the design to the marketing head. Now, if required corrections
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are made. Afterwards the finalized design is to be sent to the packaging
industry.
The designed pack of panga is as below. The designing agency of Haldiram’s
is Itu Chaudhary Agency. The target audience of Panga is youth. So, the
designing is done in context of them. The colors used were bright. Attractive
packaging was done considering youth.
c) Packaging at packaging industry- Finalized design is send to packaging industry.
Packaging of product is done there.
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3. Sampling: Sampling at prelaunch stage is very important step, as corrections can
be made in the products. In Haldiram’s new product launch sampling was done in 2
categories:
a) Sampling on consignees: Monthly meet of consignees was the
occasion where the new product i.e. Panga was sampled on them. Their
feedback was collected and where ever required corrections were made.
b) Sampling on college students: For Panga the target group was teens
and youth, so sampling was done in 10 colleges of Delhi/NCR. Feedback
was collected from few colleges only. Data was analyzed and suggestions
for improvement were considered.
4. Strategic Launch Locations
Considering that the product is to be launch in Metro as well as smaller towns, we
have different categories of outlets therefore customized creative items. For eg.: A
and B Class shops.
• C and D class shops and pan shops.
• Modern Retail and Departmental/Convenience Stores.
• Highway Dhabas and shops.
5. Advertisement
The advertisement is done through BTL (below the line) activity. The tools are
delivered by the responsible agencies and afterwards allocations are done. The various
tools used are-
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 POP: Poster, Dangler, Wobblers, Hanger, Shelf Strip, Banner. These tools are
used to advertise the product at shops, dhabas. POPs used to promote the new
product i.e Panga are:
Posters
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Collaterals
 Outdoor: Shop Boards
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 Modern Retail Specific: Standee, Trolley Branding.
Promotions of the product is done at modern retail shops by using standees and trolley
brandings like:
Trolley
Standee
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 Malls: Lift Branding and Floor Stickers
Floor stickers
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 Highway Activity: Dhabas, Umbrellas, Gates, Hoardings etc
Dhabas
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• These were the basic prelaunch steps which are used at Haldiram’s to promote
its product before launching it.
CHAPTER 5
QUESTIONNAIRE INTERVIEWING
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Market survey was done on newly launched products of Haldiram’s. The tool
used to acquire the requisite information was questionnaire. Primary data was
collected on sample size of 40. Interviewing was done on 40 students of Delhi/NCR.
Sampling was done to few colleges and feedback was collected from there.
Objective
To get feedback on newly launched haldiram’s products.
Sample Size
Sample size was kept 40 , but received 34 responses.
Area covered
Delhi and NCR
Methodology
To identify the list of Target Sample
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Preparation of a suitable Questionnaire
Recording responses through face to face interaction
Analyzing and Computation of result using statistical tools.
Analysis
1) Person who have tasted the newly launched products
Yes-1 No-2 NA-3
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Researcher note: The interviewing results - 61.76% i.e. 21 out of 34 people tasted
Panga Tangy Tomato(which is max) , and 17.64% i.e. 6 out of 34 people tasted
Snacklite twirls (minimum).
2) Liking of taste and flavor
Yes-1 No-2 NA-3
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Researcher note: When asked about taste and flavor-snacklite fries was liked most.
3) Satisfaction level
Satisfied-1 Average-2 Unsatisfied-3 NA-3
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Researcher Note-Satisfaction level of panga chilly is highest. When snacklite and
other flvour of panga are compared, panga’s satisfaction level is more.
4) Rating
Good-1 Average-2 Poor-3 NA-4
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Researcher Note- Panga chilly is rated high.
5) Comparison with other products in this category
Better-1 About Same-2 Worse-3 NA-4
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Researcher Note- When compared with the other products in this category, result
was better or about same.
6) Buying behavior
Likely-1 Rarely-2 Never-3 NA-4
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Researcher Note - People are more willing to buy panga.
7) Preferable size
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Researcher Note-76% of people prefers Rs 10 pack.
8) Recommendation
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Researcher Note-79% of the people said that they will recommend the Haldiram’s
products to others.
Limitations
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1) Sample size was low.
2) Many of the interviewers have not tasted the product.
3) Interviewer does not respond properly to the questionnaire.
Conclusion From the collected data of feedback we conclude that Panga is more
preferable than snacklite amongst youth.
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CHAPTER 6
BRAND PROMOTION
Promotion is the attempt to draw attention to a product or business to gain new
customers or retain existing ones. Firms often refer to promotion as above the line
and below the line.
The objectives of promotion
A business must be clear about exactly what it is trying to achieve through its
promotion. The main aim of any promotion is to obtain and retain customers.
However, there are a number of other objectives such as:

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To make consumers aware or increase awareness of a product.
To reach a target audience which might be geographically dispersed
To remind consumers about the product.
To show a product is better than that of a competitor.
To develop or improve the image of a firm rather than a product
Above the Line ( ATL) and Below The Line ( BTL) are the two most commonly used
terms in marketing. Both these refer to the nature of promotional activities done by
companies.
The simple and most common definition for Above the Line promotions is that ATL
refers to all promotional activities done by companies through mass media. In
common parlance Advertising is the major ATL activity and all other form of
promotions except direct marketing falls below the line.
There is another jargon Through The Line (TTL) which refers to the activities that try
to integrate both ATL and BTL.
Below The Line promotions include sales promotions, consumer promotions, PR,
events , point of purchase promotions and all those unconventional tools that
marketers adopt. Direct Marketing how ever could not be fitted into both these
jargons and hence is kept stand alone.
PROMOTIONAL ACTIVITY AT HALDIRAM’S:
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Haldiram Group of companies do not spend too much on advertisement like its
competitors like Pepsi and others in the market who spend a lot on advertisement,
even then it has been able to garner its share through a network of consignee agents
spread all over northern India. These agents then in turn market the products to a
chain of distributors and retailers. The company at present has a network of consignee
agents and approximately two hundred distributors across northern India, catering to
thousand of retail outlets. haldiram’s has a strong network of sales personnel who are
also supplying their products regularly to government organizations like super bazaar
etc. some of the new methods which haldiram adopts are different BTL promotions
During my internship I participated in two promotional events held at Haldiram’s, that
are:
1) Highway Activity
2) Promotion of Ready to Eat product
6.1)BELOW THE LINE SALES PROMOTION
Below the line sales promotions are short-term incentives, largely aimed at
consumers. With the increasing pressure on the marketing team to achieve
communication objectives more efficiently in a limited budget, there has been a need
to find out more effective and cost efficient ways to communicate with the target
markets.
Methods of below the line sales promotion
1. Price promotions
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Price promotions are also commonly known as" price discounting". These can be
done in two ways:
(1) A discount to the normal selling price of a product, or
(2) More of the product at the normal price.
2. Coupons
Coupons are another, very versatile, way of offering a discount. Consider the
following examples of the use of coupons:
-On a pack to encourage repeat purchase
- In coupon books sent out in newspapers allowing customers to redeem the coupon at
a retailer
- A cut-out coupon as part of an advert
- On the back of till receipts
The key objective with a coupon promotion is to maximize the redemption rate – this
is the proportion of customers actually using the coupon.
It must be ensured when a company uses coupons that the retailers must hold
sufficient stock to avoid customer disappointment.
3. Gift with purchase
The "gift with purchase" is a very common promotional technique. In this scheme, the
customer gets something extra along with the normal good purchased.
4. Competitions and prizes
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This is an important tool to increase brand awareness amongst the target consumer. It
can be used to boost up sales for temporary period and ensure usage amongst first
time users.
5. Money refunds
Here, a customer receives a money refund after submitting a proof of purchase to the
manufacturer.
Customers often view these schemes with some suspicion – particularly if the method
of obtaining a refund looks unusual or onerous.
6. Frequent user / loyalty incentives
Repeat purchases may be stimulated by frequent user incentives. Perhaps the best
examples of this are the many frequent flyer or user schemes used by airlines, train
companies, car hire companies etc.
7. Point-of-sale displays
Shopping habits are changing for the people living in metropolitan cities. People
prefer big retail outlets like Big Bazaar to local kirana stores. Most of the decisions of
buying are taken by the virtue of point-of-sale displays in these retail outlets.
6.2) HIGHWAY PROJECT:
Highway campaign is the part of BTL (below the line) activity to promote products of
Haldiram’s. It is the activity which is being conducted to increase the visibility,
availability and sales of the products.
Objectives:
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1. To make the brands available and visible at the Highway Dhabas, Shops in the
city and hill stations.
2. To generate awareness and trails through direct contact program especially for
new launches.
3. Major objective is to increase the sales.
Target Routes
• Bilaspur to Manali (via Bilaspur , Mandi, Kullu & Manali) – 270
kms
• Ghaziabad to Mussorie (via Muradnagar, Modinagar, Meerut,
Daurala, Khatauli, M.Nagar, Purkaji, Roorkee, Haridwar,
Rishikesh, Dehradun, Mussorie) – 300 kms
• Kundli to Shimla ((via Kundli, Sonepat, Panipat, Karnal, Pipli,
Ambala, Zirakhpur, Chandigarh, Kalka, Dharampur, Solan,
Chail, Shimla, Kufri) – 350 kms
• Ghaziabad to Nainital (via Pilkhuwa, Hapur, Ghajraula, Moradabad,
Rampur, Kashipur, Rudrapur. Ghajraula is the center point.)
Activity Package
Installation of Flex Board on Shops (6 X 4)
Total No is 600 @ 200 per route.
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Distribution of branded Umbrella, Caps & T- Shirt.
Installation of stand at strategic & high inflow outlets.
Other Activities
Distributors Special Incentive
Sales Officer Special Incentive
ASM Special Incentive
Merchandising Activity at Selected Shops
Brand focused in this promotional activity are Panga Rs.5 (new launched) followed
by chips, takatak, whoppies.
Due to constraint of time we were not able to study all the routes of this campaign, so
we focused upon a single route i.e. Ghaziabad to Nainital. The list of the shops at this
highway where the shop boards of size 6X4 is
Highway Shop Board Size
1 6X4
2 Nainital to Ghaziabad
3 S No. Shop Name Location
4 1 Styam Sweets Nayee Mandi Hapur
5 2 Raju Shudh Bhojnalya Nayee Mandi Hapur
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6 3 Manoj Traders Railway Crossing Hapur
7 4 Lion Hotel Garh Road Hapur
Nizampur by pass Road
8 5 Unique Food Plaza Hapur

9 6 Batika Resort N.H. 24 Nimpur
10 7 Sri Sai Trust Dhaba N.H. 24 Nimpur
Petrol Pump N.H 24
11 8 Tomar Tourist Dhaba Highway

12 9 Agarwal Dhaba N.H 24 Mansooree
13 10 Nasirpur Corner N.H 24 Mansooree
14 11 Matlub Hotel Manooree Canal N.H 24
15 12 Akbar Pan Corner Bus Stand Mansooree
16 13 Nafees Pan Corner Bus Stand Mansooree
17 14 Waseem Pan Corner Bus Stand Mansooree
18 15 Standard Fast Food Bus Stand Mansooree
19 16 Agarwal Sweets Bus Stand Mansooree
20 17 Singhal Sweets N.H 24 Ghaziabad Road
21 18 Salmani Parn Corner N.H 24 Ghaziabad Road
Haridarshan Shud
22 19 Dhaba N.H 24 Ghaziabad Road

23 20 Wikas Wine Shop N.H 24 Dasna
N.H 24 Pilakhwa Bus
24 21 Garg Confectionery Stand

N.H 24 Pilakhwa Bus
25 22 Giri Baba Pan Shop Stand

26 23 Pranshu Garg N.H 24 Pilakhwa
27 24 Goyal Gift Centre Sabzi Mandi Pilkwa
28 25 Agarwal Confictionery Pilakhwa
29 26 Dimpal Kiryana Store Pilakhwa
30 27 Krishna Dhaba Babu Garh
31 28 Chowdhry Gen Store Babu Garh
32 29 Shira Hotel Babu Garh
33 30 Badal Cold Drink Babu Garh
34 31 Akash Tea Stall Babu Garh
35 32 Komal Tea Stall Simhaoli Road Baba
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Garh
Simhaoli Road Baba
36 33 Pawan Cold Drink Garh

Simhaoli Road Baba
37 34 Rinku Sweets Garh

38 35 Gupta Tea Stall Delhi Road Upera
39 36 Rohtash Kiryana Store Baba Garh Cant
40 37 Sirohi Dhaba Upera Delhi Road
41 38 Sachin Pan Bhandar Upera Delhi Road
42 39 Mahendra Hotels Upera Delhi Road
43 40 Shira Turist Dhaba Delhi Road Baba Garh
Baba Garh Road
44 41 Bunsal Restorant Pilakhwa

45 42 Rahul Pan Bhandar Simbhaoli Road Baxer
46 43 Azad Cold Drink Delhi Road Pilkhwa
47 44 Rahul Sirohi Dhaba Sikhera
48 45 Taau Dhaba Sikhera
49 46 Shri Balaji Dhaba Sikhera
50 47 O.P Kiryana Store Sikhera
51 48 Pal Cold Drink Sikhera
52 49 Ashiq Cold Drink Sikhera
53 50 Chawdhry Cold Drink Sikhera
54 51 Saini Sweets Simbhaoli Road
55 52 Kapil Cold Drink Simbhaoli Road
Simbhaoli Road
56 53 New Goel Kiryaa Store Ghaziabad

Simbhaoli Road
57 54 Goyal Sweet Corner Ghaziabad

Simbhaoli Road
58 55 Kansal Gen Store Ghaziabad

Simbhaoli Road
59 56 Simbhaoli Gen Store Ghaziabad

60 57 Kashish Juice Centre Delhi Road Buxer
61 58 Diomond Near Talsi Fores
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Confecsionery
62 59 Mukesh Pan Bhandar Buxer Garh Road
63 60 Shir Gen Store Garh Road Ghaziabad
64 61 Monu Sweets Garh Road Buxer
65 62 Pradeep Juice Corner Garh Road Buxer
66 63 Shiram Sweet Garh Road Buxer
67 64 Rajendra Kiryana Store Delhi Road Bare
68 65 Pal Kiryana Store Delhi Road Bare
69 66 Arif Gen Store Delhi Road Bare
70 67 M.K. Sweet Corener Garh Road Buxer
71 68 Kaif Cold Drink Garh Road Buxer
72 69 Ansari Cold Drink Buxer Main
Rihan Muslim Dhaba,
73 70 Azad Cold Drink Waith

74 71 Sagar Watika Sarurpur Delhi Road
75 72 Matin Cold Drink Sarurpur Delhi Road
76 73 Shazad Cold Drink Sarurpur Delhi Road
77 74 Shokeen Cold Drink Sarurpur Delhi Road
78 75 Chowdhry Dhaba Ath Sainy
79 76 Rachit Kiryana Store Ath Sainy
80 77 Neel Kanth Dhaba Garh Markteshwar
81 78 Sahil Confectionery Garh Markteshwar
82 79 Chetan Cold Drink Garh Markteshwar
83 80 Amul Cold Drink Garh Markteshwar
84 81 Sri Durga Hotel Delhi Road Baarkha
85 82 Tripati Balaji Hotel Garh Markteshwar
86 83 Shri Ganpati Restorant Delhi Road Badarkha
87 84 Worker Dhaba No. 1 Garh Markteshwar
88 85 Shairam Dhaba Allah Bakashpur Garh
89 86 Natraj Tourist Dhaba Allah Bakashpur Garh
90 87 Ganga Restourant Allah Bakashpur Garh
Kanha Shyam
91 88 Restorant Allah Bakashpur Garh

92 89 Kanha Shyam Store Allah Bakashpur Garh
Maa Kailash Wati
93 90 Restourant Garh Choupla
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94 91 Tirupat Dhaba Garh Choupla
95 92 Chowdhery Dhaba Delhi Road Garh Choupla
Brij Ghas Garh
96 93 Deepak Confectionery Markteshwar

Brij Ghas Garh
97 94 Special Teal Stall Markteshwar

Muradabad Road
98 95 Salwan Confectionery Gajraula

Muradabad Road
99 96 Giani Restorant Gajraula

100 97 Dhoom Confectionery Delhi Road Gajrowlla
101 98 Highway Coffey Delhi Road Gajrowlla
102 99 Giani Restorant Gajroulla Chowpla
Muradabad Road
103 100 Ganga Confectionery Gajraula

104 101 Yash Restourant Gajroulla Chowpla
105 102 Balaji Confectionery Gajroulla Chowpla
Muradabad Road
106 103 Bhajan Restourent Gajraula

Muradabad Road
107 104 Al Fisha Tea Stall Gajraula

108 105 Model Shop Gajroulla Chowpla
109 106 Saini Pan Bhandar Delhi Road Gajroullah
Maha Lakshimi Gen
110 107 Store Gajroulla

111 108 Rahees Tea Stall Naipura Gajroullah
112 109 T. Star Tea Stall Delhi Road Gajroullah
113 110 Paradise Hotel Gajroulla Chungi
Muradabad Road
114 111 Shere Punkab Dhaba Gajraula

115 112 Guru Dhaba Gajroulla Chowpla
116 113 Punjab Restourent Bijor Chowk Gajroulla
117 114 Sangam Dhaba Delhi Road Gajroullah
Anjaney Page 78
118 115 Rahul Kiryana Store Opp. Rounaq Factory
119 116 Arif Khan Tea Stall Rounaq Mod Gajroulla
120 117 Sangam Tea Store Gajroulla
121 118 Pappu Tea Stall Gajroulla
122 119 Sumit Cold Drink Delhi Road Gajroulla
123 120 Afsar Tea Stall Delhi Road Gajroulla
124 121 Pandit Ji Tea Stall N.H 24 Gajroulla
125 122 Banti Dhaba N.H 24 Gajroulla
126 123 Babu Ram Tea Stall Gajroulla Road N.H 24
127 124 Vinit Tea Stall N.H. 24, Gajroulla
128 125 Harish Tea Stall N.H. 24, Gajroulla
129 126 Noshad Cold Drink N.H. 24, Gajroulla
130 127 Durga Kiryana Store N.H. 24, Gajroulla
Near M.C Donald
131 128 Prem Tea Stall Gajroulla

132 129 Rornirors Gajroulla
Muradabad Road
133 130 Anand Dhaba Gajraula

134 131 Surabhi Restourent Rajabpur N.H 24
135 132 Fazil Cold Drink Rajabpur N.H 24
136 133 Bharat Dhaba Rajabpur N.H 24
137 134 Jalil Juice Centre Rajabpur N.H 24
138 135 Babu Cold Drink Rajabpur N.H 24
Rajabpur Muradabad
139 136 Ismail Cold Drink Road

Rajabpur Muradabad
140 137 Satender Tea Stall Road

141 138 Rahul Tea Stall Lodhipur N.H 24
Raj Shree Highway
142 139 Dhaba Lodhipur N.H 24

143 140 Chauhan Pan Bhandar Joya N.H 24
144 141 Verma Confectionery Choudherpur N.H 24
145 142 Shahid Juice Centre Choudherpur N.H 24
146 143 Sulabh Vatica Choudherpur N.H 24
147 144 Ambika Restourent Choudherpur N.H 24
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Muradabad Road
148 145 Wasim Pan Corner Choudher pur

149 146 Jain Kiryana Store Joya Road N.H 24
150 147 Saini Dhaba Joya Road N.H 24
151 148 Kalu Pan Corner Didouli
Delhi Road Chopla
152 149 Rifakat Pan Corner Gajroulla

153 150 Rastogi Confectionery Alipur N.H 24
Hasanpur Road,
154 151 Idrees Confectionery Gajroulla

155 152 Qadir Confectionery Chopla Gajroulla
156 153 Dealer Gajroulla
163 160 Parmod Pan Shop Gajroulla N.H 24
Hasanpur Road,
164 161 Islam Kiryana Store Gajroulla

165 162 Nare Karim Restourent Gajroulla Chopla
166 163 Jyoti Gen Store Joya Muradabad
167 164 Adil Cold Drink Joya Muradabad
Muradabad Road
173 170 Chawdhry Dhaba Pakwada

Muradabad Road
174 171 Sardar Ji Ka Dhaba Dalpatpur

175 172 Guru Nanak Dhaba Delhi Road Pakwada
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176 173 Singh Tourist Dhaba Delhi Road Lodhipur
177 174 Rastogi Confectionery Agwanpur N.H 24
178 175 Giyani Tourist Dhaba Rampur Road N.H 24
Chandrakanta Rampur Road
179 176 Restourant Muradabad

Rampur Road
180 177 Apni Haweli Restourent Muradabad

181 178 Nilkanth Dhaba Rampur Road
Chandra Highway
182 179 Dhaba Rampur Road

Rampur Road
183 180 Dev Punjabi Dhaba Muradabad

Rampur Road
184 181 Satnam Dhaba Muradabad

185 182 Raja Gen Store Rampur City
Rampur, Road
186 183 Singh Dhaba Muradabad

187 184 Maksud Confectioner Rampur City
188 185 Haneef Tea Stall Rampur City
189 186 Ram Lal Gen Store Civil Line Rampur
You Coice
190 187 Confectioners Rampur

191 188 Guru Nanak Gen Store Rampur
192 189 Alam Pan Shop New Bus Stand Rampur
193 190 Anand Tea Stall Haldwani Road Rampur
194 191 Royal Tea Stall Nanital Road Rampur
195 192 Gulvez Tea Stall Pahari Gate Rampur
196 193 Sham Tea Stall Pahari Gate Rampur
197 194 Sharman Gen Store Rudrapur Road Rampur
198 195 Faheem Gen Store Rudrapur Road Rampur
199 196 Moon Gen Store Rudrapur Road Rampur
200 197 Ateek Tea Stall Nanital Road Rudrapur
201 198 Faheem Tea Stall Nanital Road Rudrapur
202 199 Imtyaz Gen Store Nanital Road Rudrapur
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203 200 Azam Tea Stall Rudrapur Bus Stand
6.3) PROMOTIONAL ACTIVITY FOR READY TO EAT:
INTRODUCTION:
Haldiram’s Minute Khana dishes are an amazing combination of convenience, taste
and variety. They're 100% natural and have absolutely no preservatives. The range
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currently comprises 23 delicious and completely authentic Indian curries, gravies and
rice.
Haldiram’s would like to introduce itself as leading Ready to Eat Indian curries
manufacturer. Haldiram’s snacks Pvt Ltd is into production of Ready to Eat / Serve
ethnic Indian cuisine for the on-the-move consumer, like troops in the army. They
also serve the Institutional / Catering Industry by providing them our 100% Natural
packed products that aid in reducing serving time apart from production and
management costs.
The company has been successful in spreading the magic of Indian dishes across the
world with state-the-art Retort Packaging Technology, a modern concept in
Processed Foods Storage and Hygiene originated in the western world.
Minute khana has following special characteristics:
• No added preservatives
• Zero bacteria
• Sealed fresh
• 100% natural
The punch line of Minute Khana is "READY STEADY ENJOY”
It means:
Ready- the product is ready when you just cut the packet
Steady- after cutting the pack you stead them in Microwave or Hot water for 1 Min.
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Enjoy- after steading them you just serve and enjoy the taste of the food.
There are 23 item of Minute Khana, which has re- launched in the Indian market.
• Hyderabadi biryani
• Dilli style palak paneer
• Dilli style rajma masala
• Dilli style paneer makhani
• Dilli style choley
• Dilli style kadhai paneer
• Mutter paneer
• Aloo mutter
• Aloo palak
• Dilli Style Dal Makhani
• Kadhi Pakoda
• Yellow Dal Tadaka
• Dal Chawal Tadka
• Pao Bhaji
• Dum Aloo
• Navrattan mix veg
• Bhindi Masala
• Dal Makhani with Peas Pulao- Only exporting
• Choley with jeera Rice- Only exporting
• Rajma with Jeera rice- Only exporting
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• Shahi Paneer with Plain Rice-Only Exporting
• Yellow Dal with Plain Rice-only Exporting
• Kadhi Pakoda with Jeera Rice-Only Exporting
OBJECTIVE:
 To promote the ready to eat food products of the Haldiram’s.
 To make public aware about the special features of Haldiram’s RTE.
 To increase the sales of the RTE.
Research Methodology:
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During our internship we actively participated in promotional event of Minute Khana.
The promotional events were held in few restaurants of Haldiram across Delhi/NCR
(Noida 63, Lajpat Nagar, CP, Motinagar, Spice Mall Noida).
The tool used was sampling. We set up the canopy in the restaurant. Banners were
also put up and leaflets were also distributed. Along with the helpboys we started
doing sampling. Few of the ready to eat product (Hyderabadi biryani, Dilli style
choley, Pao Bhaji, Dilli style kadhai paneer) was micro waved in front of customers
and we invited them to taste the minute khana. We also micro waved few dishes
according to public preferences. Customers’ queries regarding hygiene, shelf life,
added preservatives, mode of preparation (microwaving or heating), prices, range
were answered by us. Afterwards we asked for their feedback and suggestions were
considered.
Learning outcome:
1. It was our first experience to get public interaction.
2. First time experience of Below The Line activity. This mode of advertisement
is grown extremely popular with the corporate because of its modus operandii
of direct interaction with the end consumer
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CHAPTER 7
MARKET TOUR
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Competition within snacks industry is very high, so to survive with in the market is
very tough. The main objective of these tours is to know the availability of the
products to the retailers. These visits are the routine part of the organization and is
been visited by the marketing officials along with the area sales manager. These visits
helps to check the market scenario of haldiram and to know the problems retailers are
facing. During our internship we got the chance to visit one market along with the
team.
Major objectives:
1. Checking out for the haldiram’s product within the market.
2. To know preferred flavours within the product category.
3. To know the competitive activities of other companies.
4. To know the problems faced by the retailers in the supply of products.
Research Methodology
The research methodology used was survey method (questionnaire method) of data
collection from the retailers
Place Visited: - Noida
Region Visited: - Noida
Market visited with Co. Personnel: (28.06.10)
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ASM & SO: Mr. Nitesh Aggarwal
Marketing manager: Ms. Ekta Gupta
Marketing Officer: Mr. Abhishek Goyal
Summer trainee: Garima Chaturvedi. Mahima Sharma, Anjaney.
Total Outlet Visited: - 18
Areas Covered: Noida (18 Outlets) - 13 A & 5 B Category
Market Analysis
Sweets, Papad & RTE Presence in all the markets are as follows: (18 Outlets)
Availability
Product Name Availability No. Percentage
Soan Papdi
Soan Papdi (Desi) 15 83
Soan Papdi (Veg) 4 22
Tinsweets
Rasgulla 16 89
Jamphal 16 89
Raj Bhog 2 11
Kesar Gandhri 1 6
Cham Cham 1 6
Kesar Rasbhari 1 6
Kalam Petha 1 6
White Rasbhari 1 6
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Papad
Medium 11 61
Punjabi 11 61
Jatvitri 11 61
Mirch Masala 9 50
Sada 9 50
RTE 9 50
Sancks Item Presence are as follow (18 Outlets)
Availability
Chips
Classic Salted 2 11
Pudina Treat 2 11
Peprica 1 6
Mast Masala 1 6
Tangy Romato 1 6
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Aloo Masala (140 gm) 1 6
Whoopies
Cheezi Balls 1 6
Chatpat Stix 0 0
Heart Beats 0 0
Takatak
Takatak 2 11
Nutkhut Tomato 1 6
Big Namkeen Presence are as follow (18 Outlets)
Availability
All - In - One 10 56
Aloo Bhujia 15 83
Bhujia Plain 15 83
Bhujia Masala 12 67
Navrattan 16 89
Dal Biji 12 67
Chatpati Dal 8 44
Moong Dal Plain 14 78
Moong Dal Masala 8 44
Nimbu Masala 15 83
Banana S/M/T 9 50
Boondi P/M/R 12 67
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Khatta Meetha 18 100
Panchrattan 16 89
Punjabi Tadka 12 67
Chana Dal 13 72
Channa Jor Garam 10 56
Bombay Chana 8 44
Tasty Chana 8 44
Chana Cracker 11 61
Kabli Chana 6 33
Moodi Mixture 6 33
Madrasi Mixture 8 44
Cornflakes Mixture 13 72
Kashmiri Mixture 16 89
Hara Chiwda Mixture 5 28
Gujrati Mixture 12 67
Shahi Mixture 8 44
Kaju Mixture 15 83
Kaju S/M 11 61
Nut Cracker 13 72
Salted Peanut 12 67
Mirchi Penaut 10 56
Chilli Chatak 6 33
Mint Lachha 8 44
Long Sev 6 33
Methi Sev 6 33
Bhelpuri 11 61
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Nut Mix 0 0
Bombay Mix 5 28
Halka Fulka Mix 5 28
Mathri 13 72
Samosa 12 67
Masala Twist 3 17
Chai Puri 5 28
Om Puri 6 33
Chakoli 6 33
Small Namkeen Presence are as follow (18 Outlets)
Availability
All - In - One 0 0
Aloo Bhujia 3 17
Bhujia Masala 3 17
Navrattan 2 11
Moong Dal Plain 3 17
Moong Dal Masala 2 11
Nimbu Masala 3 17
Boondi P/M/R 1 6
Khatta Meetha 2 11
Punjabi Tadka 1 6
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Chana Cracker 0 0
Kashmiri Mixture 16 89
Kaju Mixture 0 0
Nut Cracker 5 28
Salted Penaut 4 22
Mirchi Peanut 2 11
Chilli Chatak 1 6
Mint Lachha 0 0
Gaba Gab 0 0
Market Wise Analysis
Noida
All these are very important areas for Haldiram because it includes the A & B class
population.
Snacks –
• In Snacks Chips Availability is Classic Salted & Pudina Treat – 11 %,
(Aloo Masala, Tangy Tomato & Peprica)– 6 %,
• Whoopies – Cheezi Balls – 6 % (Heart Beat & Chatpat Stix is not
available)
• Takatak – 11 % & Nutkhut Tomato – 6 %
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General Observations
• Competition like Lays, Uncle Chips & Bingo is very prominently present.
The main reason behind less availability of snacks items in the market is
lack of Racks. If racks are provided they can still think of keeping the
products
• For display of the product at shop entrance and high visible window
company has to pay amount to the counter. Other companies like Pepsi Co.
(Frito Lay) are paying for Re. 10000/- p.m. and 4 % discount and ITC
giving of discount between 4 to 12 %
• As per Sharma Store there is a problem in the supply of Snacks from Shree
Jee Distributors.
• As per Jain Confectionary no sales is visiting on his shop from last one
year.
• As per Atul Store, stands are required.
• As per Top In Town, supplier does not speak properly.
Sweets & Papad –
• Presence of Items are as follows: -
Soan Papdi – 83 %, Papad – Medium, Punjabi, Mirch Masala, Sada & Javitri – 50
to 61 %, RTE – 50 % & Tin Sweets (Rasgulla & Gulabjamun) – 89 %.
• Major demands for products like Soanpapdi & Tin Sweets are on festive
season.
• In Tin Sweets major demand for Rasgulla and Gulabjamun.
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• There is very less placement in shops for RTE products in East Delhi.
• As per Vansh Departmental Store there is a problem into supply of RTE.
• Competitor likes ITC (Aashirwad) & MTR foods giving 4 to 7 % display of
the product.
Big Namkeen
• Major market share in Namkeen Segment is captured by Haldiram products.
• Namkeen range which is available more than 75% - Aloo Bhujia , Bhujia
Plain, Navrattan, Nimbu Masala, Moong Dal Plain, Panchrattan, Kashmiri
Mixture, Kaju Mixture, Khatta Meetha are selling
• Namkeen range which is available between 50 – 74 % - All In One, Bhujia
Masala, Dal Biji, Moong Dal Masala, Boondi, Punjabi Tadka, Chana Dal,
Cornflakes Mixture, Gujarti Mixture, Nut Cracker, Salted Penaut, Mirchi
Penaut, Bhelpuri, Samosa, Banana Chips, Channa Jor Gram, Chana Cracker
• Low Availability Namkeen items – Chatpati Dal, Kabli Channa, Moodi
Mixture, Madrasi Mixture, Hara Chiwda Mixture, Shahi Mixture, Chilli
Chatak, Long Sev, Methi Sev, Nut Mix, Bombay Mix, Halka Fulka Mix,
Masala Twist, Chai Puri, Om Puri, Chakoli, Mint Lachha
• Display of 200/400 Namkeens in most of the shops is good.
• Supply of the product is also smooth.
• Replacement problem in Big Namkeen.
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Small Namkeen -
• Haldiram products capture major market share in Namkeen Segment.
• Namkeen range which are majorly in demand - Aloo Bhujia , Bhujia Plain,
Navrattan, Nimbu Masala, Khatta Meetha, Nut Cracker, Salted Penaut are
selling.
• Slow moving Namkeen range in small packs – All In One,Moong Dal
Plain/Masala, Nimbu Masala, Boondi, Punjabi Tadka, Kashmiri Mixture, Kaju
Mixture, Mirchi Penaut, Chilli Chatak, Mint Lachha
• As per Hanuman Baba store there is problem into supply of Small Namkeen.
• As per Green Mart Store there is problem into marketing of Small Namkeen
Competitive Activity & Scheme:
1. 20-30% extra in Bingo, even in Bingo Mad Angles it is 50% extra.
2. 20% extra in Uncle Chips and Frito Lays.
3. 100% racks on all shops by lays. Thus get a very good product placement.
Anjaney Page 97
CHAPTER 8
TO STUDY THE PACKAGING PROCESS:
Anjaney Page 98
Packaging and Labelling
Packaging is the science, art and technology of enclosing or protecting products for
distribution, storage, sale, and use.
Packaging also refers to the process of design, evaluation, and production of
packages. Packaging can be described as a coordinated system of preparing goods for
transport, warehousing, logistics, sale, and end use. Packaging contains, protects,
preserves, transports, informs, and sells. In many countries it is fully integrated into
government, business, and institutional, industrial, and personal use.
Objective-
To study the importance of packaing.
To know about the packaging technique at Haldiram’s
To understand the importance of symbols & labels on the pack
The purposes of packaging and package labels-
Packaging and package labelling have several objectives
Physical protection –
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The objects enclosed in the package may require protection from, among other
things, shock, vibration, compression, temperature, etc.
Barrier protection –
A barrier from oxygen, water vapour, dust, etc., is often required. Permeation is a
critical factor in design. Some packages contain oxygen absorbers to help extend shelf
life. Modified atmospheres or controlled atmospheres are also maintained in some
food packages. Keeping the contents clean, fresh, sterile and safe for the
intended shelf life is a primary function.
Information transmission –
Packages and labels communicate how to use, transport, recycle, or dispose of the
package or product. With pharmaceuticals, food, medical, and chemical products,
some types of information are required by governments. Some packages and labels
also are used for track and trace purposes
Marketing –
The packaging and labels can be used by marketers to encourage potential buyers to
purchase the product. Package graphic design and physical design have been
important and constantly evolving phenomenon for several decades. Marketing
communications and graphic design are applied to the surface of the package and (in
many cases) the point of sale display.
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Security –
Packaging can play an important role in reducing the security risks of shipment.
Packages may include authentication seals and use security printing to help indicate
that the package and contents are not counterfeit. Packages also can include anti-theft
devices, such as dye-packs , RFID tags, or electronic article surveillance tags that can
be activated or detected by devices at exit points and require specialized tools to
deactivate. Using packaging in this way is a means of loss prevention.
Convenience –
Packages can have features that add convenience in distribution, handling, stacking,
display, sale, opening, reclosing, use, dispensing, and reuse.
Portion control –
Single serving or single dosage packaging has a precise amount of contents to control
usage. Bulk commodities (such as salt) can be divided into packages that are a more
suitable size for individual households. It is also aids the control of inventory: selling
sealed one-liter-bottles of milk, rather than having people bring their own bottles to
fill themselves.
Packaging at Haldiram’s
Haldiram’s flexible packaging.
A laminate is made by fusing two or more layers of material together..
Laminated pouches come in various widths and film thickness.
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Haldiram’s use printed packaging laminates having following structures:
• 4 Layers
• 3 Layers
• 2 Layers.
4 Layers-
4 layers laminates consists of-
• Polyester
• Extrusion poly or liquid poly.
• Metal lite
• Poly.
• Polyester-
Polyester is widely appreciated for being moisture proof and durability.
• Extrusion poly or liquid poly-
Extrusion lamination for different range of products. The lamination's are made
using top grade raw material and advanced technology based processes, thus
ensuring best possible quality in the packaging
Is appreciated for shining and giving strength.
• Metal lite-
Metal is applied on the polyester and is appreciated for anti barrier for moisture.
• Poly-
It is the last layer and is appreciated for giving strength to the packet.
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Haldiram’s provide 4 layers packaging in chips, takatak, and panga &in all types
of chips. Due to their hydroscopic character these products requires more
protection from atmosphere to increase their shelf life, so for this 4 layer laminate
is used, and for, namkeens and papad 3 layer laminate is used and also chips
packaging needs more strength, shining, to avoid leakage problem and also to
maintain crispy nature of snacky items.
3 layer-
3 layer laminate consists of-
• Polyester
• Metal lite
• Poly
Haldiram’s provide 3 layers packaging in all types of namkeens.
For Rs 5-
12micron - Polyester
12 micron – Meta lite
30 micron – poly.
Poly gets increases as the size of the pack increases.
For 200 & 400gm pack-
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12micron- polyester
12micron- Meta lite
40micron- poly.
For 1kg pack-
12 micron-polyester
12micron- Meta lite
75micron- poly.
2 layers
2 layers consist of-
• Polyester
• Poly
Generally 2 layers packaging is used for products which can sustain variation of
climatic condition. 2 layers packaging is generally used for cosmetic items, grains etc.
in Haldiram’s products like pasta( penne, fusilli, farfalli), vermicelli are packed. 2
layer packaging is cheaper than 3 or 4 layers.
Importance of symbols on Haldiram’s Pack
This is one of the pack of Haldiram’s,the importance of symbols it containing are
mentioned below.
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Importance of bar code-
• Bar codes can be used to speed up several mundane activities in the
warehouse, while improving accuracy and simplifying the overall process.
• Using bar codes in the receiving process improves efficiency.
• Once bar codes are present on all parts in inventory or readily available to
scan, point-of-sale bar coding becomes practical.
• The bar code is scanned to quickly validate a part number and obtain the
necessary information to satisfy the customer's needs immediately.
• Bar codes can also be used in the day-to-day routines of cycle counting.
Quicker and more accurate counts increase the integrity of inventory.
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• Bar codes help in the shipping and receiving area by wirelessly transmitting
the receiving data to the business system
Importance of Nutritional Information& Ingredients.
• Nutrition labelling becomes more and more widespread on food packages.
• Nutrition labelling is a means to inform consumers about the nutritional value
of foods and ideally should help them make healthier food choices when doing
their shopping.
• A recent EU-funded research project, FLABEL (Food Labelling to Advance
Better Education for Life) has shown that on average 85% of products
contained nutrition information on the back of the pack and around 48% on
the front.
Importance of Haldiram’s logo
• Make the consumer aware that the product is from haldiram’s brand.
• Marketing policy.
Importance of Vegetation sign.
• Green colour sign depict that the product is purely vegetarian.
Address of Haldiram’s
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Complete address and contact number of haldiram’s is given at the back of pack, so
that the customer can contact to Haldiram’s and give their feedback, even if they are
dissatisfied their product can be replaced.
Importance of Date of Mfg and Batch No.
Mfg Date is the date when the product gets manufactured, so according to it the
shelf life of the product gets finalized. Batch No determines the entire loot of the
product and if any defect arises the entire loot can be checked put .
Dissatisfied customer can tell the Batch No & the Date of Mfg and send the pack(s)
content to the consumer care cell at the address given on the pack.
Anjaney Page 107

CHAPTER 9
SUPPLY CHAIN MANAGEMENT: TO FIND
OUT THE DEVIATION BETWEEN SALES
ORDER AND FINAL INVOICE:
Anjaney Page 108

INTRODUCTION:
A supply chain is a system of organizations, people, technology, activities,
information and resources involved in moving a product or service
from supplier to customer. Supply chain activities transform natural resources, raw
materials and components into a finished product that is delivered to the end
customer.
The Council of Supply Chain Management Professionals (CSCMP) defines Supply
Chain Management as follows: “Supply Chain Management encompasses the
planning and management of all activities involved in sourcing and procurement,
conversion, and all logistics management activities. Importantly, it also includes
coordination and collaboration with channel partners, which can be suppliers,
intermediaries, third-party service providers, and customers. In essence, supply chain
management integrates supply and demand management within and across
companies. Supply Chain Management is an integrating function with primary
responsibility for linking major business functions and business processes within and
Anjaney Page 109

across companies into a cohesive and high-performing business model. It includes all
of the logistics management activities noted above, as well as manufacturing
operations, and it drives coordination of processes and activities with and across
marketing, sales, product design, finance and information technology.”
Managing supply chain is the tough task for every organization. The primary
objective of supply chain management is to fulfill customer demands through the
most efficient use of resources, including distribution capacity, inventory and labor. In
theory, a supply chain seeks to match demand with supply and do so with the minimal
inventory. Various aspects of optimizing the supply chain include liaising with
suppliers to eliminate bottlenecks; sourcing strategically to strike a balance between
lowest material cost and transportation, implementing JIT (Just In Time) techniques to
optimize manufacturing flow; maintaining the right mix and location of factories and
warehouses to serve customer markets, and using location/allocation, vehicle routing
analysis, dynamic programming and, of course, traditional logistics optimization to
maximize the efficiency of the distribution side.
There is often confusion over the terms supply chain and logistics. It is now generally
accepted that the term Logistics applies to activities within one company/organization
involving distribution of product whereas the term supply chain also encompasses
manufacturing and procurement and therefore has a much broader focus as it involves
multiple enterprises, including suppliers, manufacturers and retailers, working
together to meet a customer need for a product or service.
Sales order and final invoice are the two critical terms in supply chain management.
They deal with the Supply and Demand relationship.
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The sales order, sometimes abbreviated as SO, is an order issued by a business to a
customer. A sales order may be for products and/or services. Given the wide variety
of businesses, this means that the orders can be fulfilled in several ways.
Seller generated document that authorizes sale of the specified off-the-shelf item(s),
issued after receipt of a customer's purchase order. It usually implies that there will be
no additional labor or material cost incurred for the sale, except where it is used to
initiate a production process.
Sales order is an internal document of the company, meaning it is generated by the
company itself. A sales order should record the customer's originating purchase
order which is an external document. Rather than using the customer's purchase order
document, an internal sales order form allows the internal audit control of
completeness to be monitored as a sequential sales order number can be used by the
company for its sales order documents. The customer's PO is the originating
document which triggers the creation of the sales order. A sales order, being an
internal document, can therefore contain many customer purchase orders under it. In a
manufacturing environment, a sales order can be converted into a work order to show
that work is about to begin to manufacture, build or engineer the products the
customer wants.
An invoice or bill is a commercial document issued by a seller to the buyer,
indicating the products, quantities, and agreed prices for products or services the seller
has provided the buyer. An invoice indicates the buyer must pay the seller, according
to the payment terms. The buyer has a maximum amount of days to pay these goods
and are sometimes offered a discount if paid before.
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During my internship I got an exercise to manage supply chain by checking out the
sales order and final invoice, via calculating the deviation between them. Here final
invoice means the dispatch of the product from the manufacturing unit to the
distributor end.
OBJECTIVES:
1.to check out for the deviation between sales order and final invoice.
2.to find out the reasons for deviation.
Sales department keep the data regarding the sales order and invoice. The list for sales
order and related dispatch is maintained on daily basis at Haldiram’s. The sales orders
received by the sales department are either manual or via citrix software (it’s the ERP
system used at Haldiram’s). Few distributors at their end had this citrix software from
which they can directly feed their sales order in company’s account. Now the sales
officer creates the sales order and sends it to dispatch department for dispatching the
ordered products. This is the simple procedure which is been used at haldiram’s. But
there are various hindrances which came across this process. This could be due to
various reasons. It was another objective of my project, to find out the reasons of the
deviation.
RESEARCH METHODOLGY:
Mode of collection of data by us was secondary. We on the daily basis collected the
data from the sales department, and compilation was done on Excel sheet. We have
Anjaney Page 112

taken the major 10 distributors of Haldiram’s, and their day to day data of sales order
and final invoices was gathered. Dispatch department also helped us a lot.
We worked on the Citrix software of the company to find out the detail of the order
like pending order, sales order, product detail, invoices etc.
Our main focus was to find out the reasons of deviation between sales order and final
invoice. Sales department provided us the data for evaluation and dispatch department
helped us to find the root cause of the deviation.
FINDINGS:
The number of distributor taken for observation was 10. We worked upon the few
products like takatak, nutcracker and chips. Reason for choosing these products were
that they all are manufactured at the unit we were working i.e. Haldiram’s Snacks Pvt.
Ltd. The numerical deviation was not a tough task to calculate as the proper data was
with us. Small deviation between sales order and final invoices was neglected, and
main focus was on the large deviation. Finding out reasons for these large deviations
was another objective.
Generally there could be few reasons for late dispatch:
1. Unavailiability of vehicle
2. Lack of space in available vehicle
3. Stock out of product ordered
4. Due to any manual or technical error
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We mapped the deviation for duration of one month and the final outcomes were
1. The distributors we have taken were from different parts of the Northern India-
Punjab, Bihar, U.P, and Haryana. So unavailability of vehicle was the major reason
for the deviation.
2. The orders from these distributors were in bulk due to which sometimes vehicle
available lacks the space for the entire order.
3. The Orders from these distributors sometimes get out of stock in the company.In
the month of June.
10. CONCLUSION & LIMITATION

CONCLUSION-
From the above we can conclude that-
1. Namkeen segment of Haldiram’s is very wide and traditional as per the Indian
audience
2. Haldiram’s handle customer complain very properly and nicely that is give first
priority to the customers.
3. Packaging of products were done according to the target audience.
4. Haldiram’s do not believe on electronic media so there mode of advertisement is
BTL activity.
LIMITATION
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1. We worked for two months , so we find time constrain due to which we were
unable to collect the data.
2. Sometimes we faced challenges in the finance area,i.e limitation of budget.
3. Also when we did questionnaire interviewing we came across with the problem of
less number of samples.
4. We were unable to reveal much data due to company policy as the data was
confidential.
Chapter-11
CUSTOMER SATISFACTION
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Research Proposal
Consumer Market Research is a form of applied sociology that concentrates on

understanding the behaviours, whims and preferences of consumers in a market based
economy, and aims to understand the effects and comparative success of marketing
campaign. The report purports to decipher the satisfaction level as well as the
preferences of consumers pertaining to the various items of Haldirams. The Company
aims to analyse the success, marketability and future growth prospects of Haldirams’
products available in Restaurants.
Restaurant Chain of Haldirams
• Haldirams has its own restaurants chain which consists 11 restaurants across
Delhi and NCR. Basically the company intends to find out the satisfaction level of
Haldirams’products in the market (especially in Restaurants) from its sample. For
this, a survey is conducted in Delhi (Cross River Mall),and in Noida(Spice Mall)
where respondents are asked to fill a questionnaire. The Restaurant chain of
Haldirams plays a pivotal role in Haldirams Industry as a whole. So, the satisfaction
of customers enhance the loyalty of the brand-Haldirams.
Objective of the Study
 Customer Satisfaction on different parameter i.e. food, service, price.
Anjaney Page 116

 Competitive Scenario
 Quality Analysis
Research Design & Methodology

Research design is the basic framework which provides guidelines for the rest of
research process. It specifies the methods for data collection and data analysis .In this
research project I have used the survey method of data collection, to be more specific
questionnaire method. My sample size is 100. Respondents in the sample size are
asked to fill the questionnaires to gather the data
ANALYSIS OF DATA
In order to extract the meaningful information from the data collected an analysis of
data is done using pie charts, bar graphs etc.
My survey is at Haldiram Restaurant where 100 people are chosen randomly in

which 65% fall in between the age group-21 to 35. The next major group is age group
5 years to 20 years with 22% and the least population of respondent is 13% which
belongs to age group above 36 years.
Anjaney Page 117

AGE
05-20
21-35
36 or above
The very next graph is about the frequency of consumer visiting to both restaurants.
This bar graph is represented in per cent.
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According to survey, it is very much clear among 100 people 36% persons visit once
in a month. Almost 29% people visit weekly, 21% people come rarely , 14% persons
visit frequently. It is remarkable that more than 21 per cent consumers are coming
rarely to restaurants.
The first objective of the research project is concerned with findings that show the
perception of the people about haldiram; what do the customers like most about
Haldiram’s Restaurant.
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Most important thing people likes in haldiram's
Restaurant.
5%
35%
41%
quality
price
variety
ambience
19%
The above pie chart depicts that the most important thing for consumers is quality
(41%) of the products available in the Haldirm’s whereas 35% like its variety of
foods, 19% consumers come to it because of its reasonable price and 5% people
love ambience of the Restaurant.
From the above pie-chart it is clearly observe that consumers like the Quality of
Haldiram’s Food the most i.e. they consume Haldiram’s products because they are
assured that they are getting the best quality product with a hygienic and well
known desi taste. Thus I can say that Haldiram’s has maintained a very good
brand image in terms of product which has no competition in Quality.
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 The second objective is to ascertain the response of consumer about
the food quality they get in haldiram. For this the questions are asked
on food Quality about Freshness of food ,Taste, variety and
Quantity/Portion of food they get in haldiram.. Following pie charts show
their responses:
• The first pie chart shows the responses about freshness of Food preparation
whether it is being hot and fresh or not.
Hot & Fresh

14% 0%
40% EXCELLENT
VERYGOOD
The 46% GOOD
data I
get there is nothing surprising as haldiram’s main concern about freshness and
purity seems to be fulfilled by responses. All most all the consumers say
higher about products. As per data concern around 90% (40 % excellent +
46% very good) people thinks the quality is superb and very appetizing in
excellent category. And 14% consumers are nodded well to quality. In entire
list there is no negative response from any of the consumers.
• On the basis of Taste parameter:
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After serving hot fresh food the second important thing to notice is the taste. Here I
find only 2 per cent people are unsatisfied with food unless otherwise almost all the
consumer quite in favour of the taste of
food. The above data shows that 51% of people consider its is delicious whereas 27%
recommend it as excellent, and 20% is convinced with food.
• The below chart shows the responses on its variety of foods;
The above pie chart clearly point out that 33% of the people consider it has variety
of food choices under one roof and they extreamly good in numbers and variations.
followed by 41% visitors who think that it is very good, 24% said it is good and 2%
of people are not satisfied with its various products.
• The below chart shows the responses on Food about Quantity/Portion
Anjaney Page 122

The above pie chart displays that a few per cent people (10%) find quantity
with respect to price is not appropriate. Rest of the visitors categorize it into
excellent, very good and good. Something around 22 per cent consumers find it
excellent combination with price. The major per cent i.e. 38% assume quantity as very
good and nearly 30% good
From the above all three consecutive pie-charts, it is easily observed that
consumers like the Quality and Taste of food of Haldiram’s Restaurant. They
consume the Haldiram’s Food because it has good delicious mouth watering taste
and hot fresh Quality.
 The Third objective is to dig out the responses of consumers about

the Service they are provided at haldiram. To fulfill this object some relevant
questions are asked on different Service parameters like Quickness in serving
, Impression , billing system and its delivery system. pie-charts shows their
responses below:
Anjaney Page 123

1) The below pie chart shows the responses on Service about Quickness
in Serving
From the above diagram it is clear that 44% customer likes and believes that
Haldiram’s is Very good in their fast service. In addition, 26% find it excellent, 29%
says it is good while 1% gives negative reaction i.e. poor.
The below pie chart shows the responses on Service about its Impression
So one can clearly see from the above pie-charts that the haldiram’s is pretty
Impressive because 51% of the consumers come upon that the service of
Haldiram’s restaurant is very good, 23% find it Excellent, 21% good and only 5%
feel it has poor impression.
Anjaney Page 124

The below pie chart shows the responses on Service about its billing system
The above data represent that consumers are satisfied with billing system i.e. 44%
said it is very good, 20% Excellent, 33% good but 3% were not satisfied with the
billing system.
The below pie chart shows the responses on Service about its delivery system
Anjaney Page 125

From the overhead pie-chart it can be conclude that 47% of people like its delivery
system . and consider it as very good, 18 % Excellent, 31% good, and 4% found it
poor.
Thus, above charts say that the most of the customer like the haldiram’s service and
found it very good. Providing only Quality food is not sufficient to maintain the brand
equity, good service is also necessary to gain customer satisfaction.
 The fourth objective is to furnish out customer’s view about the

Ambience of the Restaurant arena on the basis of sitting arrangement, Décor,
Comfort, and Cleanliness. All the data are represented through pie charts to make
it is easy and transparent to understand.
The overhead pie graph depicts on ambience about its sitting arrangement. Over 32%
consumers give top ranking as excellent. More than 48 per cent visitors mark this
facility very good and 19% as good. Less than one per cent people are not satisfied at
all.
The below pie chart shows the responses on Ambience about its Decor
Anjaney Page 126

The above graphical representation (pie-chart) shows almost all the visitors 96 per
cent (41% very good+28% good+ 27% excellent) appreciate the decorum and
aesthetic beauty of the both restaurants. Hardly four per cent consumes find it poor.
The below pie chart shows the responses on Ambience about its Comfort
Here once again plotted graph displays great satisfaction level among consumers
whether one visits rarely or often. Nearly 98 per cent happy customers rank its
comfort into excellent (27%), very good (42%) and good (29%). However, nearly 2
per cent consumers can not feel it comfortable.
Anjaney Page 127

The below pie chart shows the responses on Ambience about its Cleanliness
The above pie-chart shows the responses about ambience on cleanliness. The largest
percentage of customers around 42% agrees that haldiram restaurant maintains very
good clear environment. More than 34% consumers mark it as an excellent facility
about ambience. And almost 22% visitors rank it as an average or good. Instead of
lager percentage of positive advocating consumers, there are merely two per cent
visitor rating it as poor facilities
Form above all the four graphs (pie charts) I get all most all positive data about
ambience. It shows that most of the people like the Ambience of the restaurant. This
is very important for the restaurant, to maintain the hygiene because it is associated
with food items.
Anjaney Page 128

 The fifth objective is to come across overall experience in haldiram’s
Restaurant. All the pie-charts are given below representation about the
same.
It is great to observe the above pie-chart which depicts one hundred per cent positive
result. There is not a single consumer who has any bad experience at both haldiram’s
shops. Approximately 30% consumers have undergone excellent experience. More
than 51% visitors feel it very good at haldiram’s restaurant in every concern. Around
19% find it as an average all the way.
Anjaney Page 129

 The sixth objective was to find out how people feel about its pricing.
pricing. The
pie-chart given below gives a representation about the same.
The above pie-chart shows that people really likes the haldiram’s product according to
price. About 68% people find it value for money, 21% Economical and only 11% find
it Expensive.
Above chart also show that haldiram serve not only the best food product with lots of
variety but also in affordable price so that all it can fit in all pockets. Whether it is
teenager who comes with their friends , couple or family love its price and happy to
visit here again.
SUMMARY OF OTHER FINDINGS
Anjaney Page 130

Apart from the above mentioned aspects I covered some other things as well. One
of the aspects is concerned about other Restaurant where people love to visit
other than Haldiram. And I find that other restaurant that most of the people
visit are Pizza Hut, McDonald, Yo-china, KFC, Nirula’s, Taste of India, etc. and I
also find that find that in this competitive scenario of Restaurant haldiram
completely satisfied its customer.
CONCLUSIONS
After conducting the survey I am in a position to say that ever since its
establishment Haldiram’s as a preferred brand is on a rise. Although there are so
many other restaurants in market those are also popular among the people, but still
Haldiram’s has got a altogether different profile and the best among them in every
aspect. Haldiram’s as a brand has got lots of strengths as a brand which can be
summarised as under:
 Excellent product quality and hygiene
 Value for money products
 Best service
 Soothing Ambiance
 Products meant for all age group
 Best in all accept
 Satisfied customer
Anjaney Page 131

APPENDIXES
Anjaney Page 132

Questionnaire
1. Personal Details-
Name:
Gender: M F
Contact No:
Email Id:
2. How often do you snack?
Daily Once in a week Twice a week Never
3. Which brand you prefer? _____________________________________
4. Have you tasted the newly launched Haldiram product?
Products Yes No
Snacklite- Twirls
Fries
Panga- Chilly
Aam achari
Tangy tomato
5. Do you like the taste and flavor of …..
Products Yes No
Snacklite -Twirls
Fries
Panga- Chilly
Aam achari
Tangy tomato
6. If not, what additional taste you want in :

Snacklite_______________ and Panga______________________
7. Overall how satisfied are you with the products?
Products Satisfied Average Unsatisfied

Snacklite – Fries
Twirls
Anjaney Page 133

Panga-Chilly
Aam achari
Tangy tomato
8. Overall how would you rate these products?
Products Good Average Poor

Snacklite – Fries
Twirls
Panga- Chilly
Aam achari
Tangy tomato
9. Compare to other products in this category that are available, would you
say that the product is ………….
Products Better About same worse

Snacklite – Fries
Twirls
Panga- Chilly
Aam achari
Tangy tomato
10. How likely are you to buy this product again?
Products Likely Rarely Never

Snacklite – Fries
Twirls
Panga- Chilly
Aam achari
Tangy tomato
11. Preferable size?
a) Rs 5 b) Rs10 c) Rs25
12. Would you recommend it to others?
Yes No
13. Suggestion _____________________________________________
Anjaney Page 134

CUSTOMER PRODUCT Customer feed
back
COMPLAINT AND FEED
Page 135 of 136
Haldiram Snacks Pvt
BACK FORM
Ltd, Noida
Issued on:
Issued by:
Date Received _______________________ By _____________________ phone 

letter  fax  email 
Handled By __________________________ Designation
__________________
Customer’s Name ____________________________ Address
_______________________________________
City ___________________________ Postal Code _____________ email:
___________________________
Phone (H) _______________________ (B) ______________________ (C)
_____________________________
PRODUCT Information
Variety ___________________________ SIZE/Package_______________
CODE__________________
Purchase date__________________________ Purchase
location_______________________________________
Whole product Intact   , partially consumed , consumed ,
Opened but not consumed ,
Describe complaint
Quality , Foreign Object  , Property Damage ,
Error ,
Describe:
___________________________________________________________________________
___________________________________________________________________________
______
Was defective product/foreign object been secured / saved? Yes√ No
Where? _________________________
Feed back from Customer ( If product is replaced)
Is the replaced product fulfill customers expectation: Yes , No ,
Describe :
Is the appearance of product is similar Yes , No
Is the flavor of product is similar Yes , No ,
Is the Texture of product is similar Yes , No ,
Corrective Action Form Initiated Yes No. Date Initiated:
___________________________
Verified by: _____________________________________ Date:
____________________
Anjaney Page 135

Bibliography
www.haldiram.com
www.scribd.com
www.managementpradise.com
www.autherstream.com
&
Brand manager Mrs. Ekta Gupta
Marketing Officer Mr. Abhishek Goyal
Sales Officer Mr. Mahesh Chauhan
Supply chain officer Mr. Manish Tanwar
Sales Leader Mr. Amit Sharma
Anjaney Page 136

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Facets of Marketing in Haldiram’s

A report submitted to Accurate Institute of Management and Technology, Greater

Noida as a mandatory part of PGDM curriculum

Submitted To: Submitted By:

PGP Cell, Anjaney kumar

AIMT Roll No.: DM091106

Greater Noida PGDM (2009-11)

Accurate Institute of Management and Technology,

Plot No. 49, Knowledge Park – III, Greater Noida – 201306.

Mrs. Ekta Gupta

Brand Manager, Haldiram’s snacks pvt. Ltd. Noida

Mr. Abhishek Goyal

Marketing officer, Haldiram’s snacks pvt. Ltd. Noida

Accurate Institute of Management and Technology

Plot No. 49, Knowledge Park III, Greater Noida, UP 201306

Signature of the student: _________________________

Name of the student: Anjaney Kumar

Dated: 5 July 2010

Name of the Industry Guide: Mrs. Ekta Gupta

Designation of the Industry Guide: Brand Manager

E-mail Address: mktg.noida@haldiram.com

Mailing Address: B-1, Sec-63 Noida (U.P.)

Dated: 5 July 2010

Signature of the faculty supervisor: __________________________

Name of the faculty supervisor: Mrs. Supriya Srivastva

Dated: 5 July 2010

Ltd, for giving me an opportunity to undergo training in their esteemed organization.

of earlier. Working at Haldiram’s would not have been so wonderful if my senior

mentioning the name of my College Mentor, Mrs Supriya srivastva, Professor,

assistance to me as and when needed.

Thank You All!

I, ANJANEY KUMAR, a student of ACCURATE INSTITUTE OF

MANAGEMENT AND TECHNOLOGY, GREATER NOIDA, hereby declare

towards the award of any degree.

remained both rigorous and scholarly.

I hope that this project will be beneficial for the Organization.

Place: GREATER NOIDA (ANJANEY KUMAR)

Date: July 2010 AIMT, Greater Noida

NEW LAUNCH PRODUCT

9. SUPPLY CHAIN 114

changing perception of consumers towards processed foods, served in centralized food

authenticity in the market.

Product Development, importance of sales order and final invoice.

market research, and thorough study of marketing strategies used in Haldiram’s to

the different facets of marketing in an organization.

1.1-INTRODUCTION TO RESEARCH PROBLEM

find the deviation between sales order and final invoice.

Followings are the objectives of the project-

(b) To tackle the customer complaints.

(c) To study the prelaunch steps for a product at Haldiram’s

(d) Doing questionnaire interviewing for newly launched product

(e) To study about promotional activity.

(f) To be a part of market audit.

(g) To study packaging

Methodologies which I have used in this project are :-

Interviewing through questionnaire.

One to one interaction.

the company and internet.

Well – structured questionnaires.

B. Studying and practical utilization of marketing concepts in FMCG environment.

summer internship is benefactor for my career. I worked on many variants in this

Following are my learning’s from the project—

sales order and final invoice were calculated.