PROJECT
ON
COMPARATIVE STUDY OF CUSTOMER SATISFACTION IN FAST FOOD INDUSTRY:A CASE STUDY OF HALDIRAMS VS BIKANERWALA RESTAURANTS
[Submitted in partial fulfillment for the award of degree of M.B.A. (2014-16)]
[Third Semester – August-December 2014]
As a part of the Curriculum of
MASTER OF BUSINESS ADMINISTRATION [M.B.A.]
From
Bhai Parmanand Institute of Business Studies, Delhi
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, NEW DELHI
SUBMITTED BY
Archit Jain
(E.No. 02511403914)
MBA 3rd Semester
SUBMITTED TO
Dr G k varshney
(Project Guide)
Government of NCT of Delhi
Bhai Parmanand Institute of Business Studies
Shakarpur, Delhi-110092
GOVERNMENT OF NCT OF DELHI
i
BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES
SHAKARPUR, DELHI-110092
DECLARATION BY THE CANDIDATE
I hereby declare that the work, which is being present in this project, entitled “STUDY OF
CUSTOMER SATISFACTION IN FAST FOOD INDUSTRY:-A CASE STUDY OF HALDIRAMS VS
BIKANERWALA RESTAURANTS” is an authentic record of my own work carried out by me under
the supervision and guidance of Dr. G.K.Varshney (Project Guide), Bhai Parmanand Institute of
Business Studies, Shakarpur, Delhi-110092.
This project was undertaken as a partial fulfillment of the major project report in third semester
of Master of Business Administration (M.B.A.) degree as per the curriculum of Guru Gobind
Singh Indraprastha University (G.G.S.I.P.U.).
I have not submitted the matter embodied here in this project for the award of any other degree
or diploma.
NAME – ARCHIT JAIN
E.NO. -02511403914
M.B.A. 3RD SEMESTER
BPIBS, DELHI
ii
GOVERNMENT OF NCT OF DELHI
BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES,
SHAKARPUR, DELHI-11009
CERTIFICATE BY PROJECT GUIDE
This is to certify that the project report titled “STUDY OF CUSTOMER SATISFACTION IN FAST
FOOD INDUSTRY:-A CASE STUDY OF HALDIRAMS VS BIKANERWALA RESTAURANTS ”
submitted in partial fulfillment of the degree of Masters of Business Administration (MBA) at
Bhai Parmanand Institute of Business Studies, Shakarpur, Delhi is a project carried out by
Archit jain E.No - 02511403914) under my supervision and guidance. His Performance was
satisfactory during his research process for the above said major project.
Dr. G.K.Varshney
(PROJECT GUIDE)
BPIBS, Delhi
iii
GOVERNMENT OF NCT OF DELHI
BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES
SHAKARPUR, DELHI-110092
ACKNOWLEDGEMENT
The project entitled “STUDY OF CUSTOMER SATISFACTION IN FAST FOOD INDUSTRY:-A
CASE STUDY OF HALDIRAMS VS BIKANERWALA RESTAURANTS ” was a challenging
assignment for me and required an improved environment, extensive endeavor and all necessary
guidance and support. I take this opportunity to express my gratitude to Dr. G.K.Varshney, project
guide for his able guidance, cooperation and out of the box thinking without which this project
would not have been possible at all.
NAME – ARCHIT JAIN
E.NO. -02511403914
M.B.A. 3RD SEMESTER
BPIBS, DELHI
iv
Executive summary
Marketing
Marketing is "the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large”. Marketing is the science of choosing target markets through market analysis and
market segmentation, as well as understanding consumer behavior and providing superior
customer value.
Management
The organization and coordination of the activities of a business in order to achieve defined
objectives. Management consists of the interlocking functions of creating corporate policy and
organizing, planning, controlling, and directing an organization’s resources in order to achieve
the objectives of that policy.
Marketing tools
The techniques and materials used by those who are involved in the promotion of goods and
services are known as MARKETING TOOLS. Most business that need to sell their goods or
services to the public will make extensive use of various marketing tools, such as market
research and advertising to help further their success.
Consumer Behavior
Consumer behavior, also called as consumer psychology, is a branch of applied psychology,
marketing and organizational behavior. It examines consumers' decision making processes and
ways in which they gather and analyze information from the environment. See the consumer
behavior article for an overview. Consumer behavior is a multidisciplinary field which is integral
to industrial psychology and aspects of household economy studied in microeconomics.
Consumer behavior also means the actions shown by consumers while making decision to select
household and consumer items
With reference to this context, this project has been prepared to put a light on customer
satisfaction in Haldirams vs Bikanerwala restaurants.
This project is completely based on market research of Haldirams and Bikanerwala restaurants.
Under this research, we have taken sample size of 100. On the basis of that we have assessed the
level of Customer Satisfaction of Haldirams vs Bikanerwala restaurants. Then after we have
formulated Conclusion and recommendations to improve their quality:-
v
Quality product rendered to customer.
To attain customer satisfaction
To reduce the price of brand so sales can be boost up.
To advertise their product which is socially accepted?
To advertise their product through prominent celebrity.
On basis of weak brand, we have given recommendation in which we mentioned how to
strengthen the weak brand. This is the precise study of project.
vi
Chapter
No.
Title
Page
No.
Declaration
i
Certificate by project guide
ii
Acknowledgement
iv
1.
EXECUTIVE SUMMARY
v
2.
INTRODUCTION
1
3.
COMPANY PROFILE
2.1 Haldirams
2.2 Bikanervala
17
4.
CONCEPTUAL DISCUSSION
39
5.
RESEARCH METHODOLOGY
4.1 Research Objectives
4.2 Research Design
4.3 Data Sources
4.4 Questionnaire Design
4.5 Sample design
4.6 Limitations of the Research
55
55
56
56
56
57
57
6.
DATA ANALYSIS & INTERPRETATION
58
7.
FINDINGS
75
8.
RECOMMENDATIONS
80
9
BIBLIOGRAPHY
81
ANNEXURE
82
10
CHAPTER – 1 INTRODUCTION
1
1.1 INDIAN FOOD INDUSTRY
India is the world's second largest producer of food next to China, and has
the potential of being the biggest with the food and agricultural sector. The
total food production in India is likely to double in the next ten years and
there is an opportunity for large investments in food and food processing
technologies, skills and equipment, especially in areas of Canning, Dairy
and
Food
Processing,
Specialty
Processing,
Packaging,
Frozen
Food/Refrigeration and Thermo Processing. Fruits & Vegetables, Milk &
Milk Products, Packaged/Convenience Foods, Soft Drinks and Grains are
important sub-sectors of the food processing industry. Health food and
health food supplements are another rapidly rising segment of this industry
which is gaining vast popularity amongst the health conscious.
India is one of the world’s major food producers but accounts for less than
1.5 per cent of international food trade. This indicates vast scope for both
investors and exporters. Food exports in 1998 stood at US $5.8 billion
whereas the world total was US $438 billion. The Indian food industries
sales turnover is Rs 140,000 crore (1crore = 10 million) annually as at the
start of year 2000. The industry has the highest number of plants approved
by the US Food and Drug Administration (FDA) outside the USA.
India's food processing sector consumer product groups like confectionery,
Soya-based products, mineral water, and high protein foods etc. We cover an
exhaustive database of an array of suppliers, manufacturers, exporters and
importers widely dealing in sectors like the -Food Industry, Dairy
processing, Indian beverage industry etc.
2
The most promising sub-sectors includes -Soft-drink bottling, Confectionery
manufacture, , Grain-milling and grain-based products, beverages, Milk
processing, Tomato paste, Fast-food, Ready-to-eat breakfast cereals, Food
additives, flavors etc.
1.2 INDIAN FOOD
Indian food is characterized by the use of various spices, herbs and other
vegetables and sometimes fruits grown in India and also for the widespread
practice of vegetarianism across many sections of its society. Each family of
Indian cuisine is characterized by a wide assortment of dishes and cooking
techniques. As a consequence, it varies from region to region, reflecting the
varied demographics of the ethnically diverse Indian subcontinent.
India's religious beliefs and culture have played an influential role in the
evolution of its cuisine. However, food across India also evolved due to the
subcontinent's large-scale cultural interactions with ancient Greece, Persia,
Mongols and West Asia, making it a unique blend of various cuisines across
Asia. The spice trade between India and Europe is often cited as the main
catalyst for Europe's Age of Discovery .The colonial period introduced
European cooking styles to India adding to the flexibility and diversity of
Indian cuisine. Indian cuisine has had a remarkable influence on cuisines
across the world, especially those from Southeast Asia.
3
1.3 Elements
A typical assortment of spices and herbs used in Indian cuisine
The staples of Indian cuisine are rice, atta (whole wheat flour), and a variety
of pulses, the most important of which are masoor (most often red lentil),
channa (bengal gram), toor (pigeon pea or yellow gram), urad (black gram)
and mung (green gram). Pulses may be used whole, dehusked, for example
dhuli moong or dhuli urad, or split. Pulses are used extensively in the form
of dal (split). Some of the pulses like channa and "Mung" are also processed
into flour (besan).
Most Indian curries are cooked in vegetable oil. In North and West India,
peanut oil has traditionally been most popular for cooking, while in Eastern
India, mustard oil is more commonly used. Coconut oil is used widely along
the western coast and South India, Gingerly oil is common in the South as
well. In recent decades, sunflower oil and soybean oil have gained
popularity all over India. Hydrogenated vegetable oil, known as Vanaspati
ghee, is also a popular cooking medium that replaces Desi ghee, clarified
butter (the milk solids have been removed).
The most important or frequently used spices in Indian cuisine are chilli
pepper, black mustard seed (rai), cumin (jeera), turmeric (haldi, manjal),
fenugreek (methi), asafoetida (hing, perungayam), ginger (adrak, inji),
coriander (dhania), and garlic (lassan, poondu). Popular spice mixes are
4
garam masala, which is usually a powder of five or more dried spices,
commonly including cardamom, cinnamon, and clove. Each region, and
sometimes each individual chef, has a distinctive blend of garam masala.
Goda masala is a popular sweet spice mix in Maharashtra. Some leaves are
commonly used like tejpat, coriander leaf, fenugreek leaf and mint leaf. The
common use of curry leaves, curry roots is typical of all South Indian
cuisine. In sweet dishes, cardamom, saffron, nutmeg, and rose petal essences
are seasoned.
1.4 Geographical varieties
Northern
North Indian food is distinguished by the proportionally high use of dairy
products; milk, using the "tawa" (griddle) for baking flat breads like roti and
paratha, and kulcha. Other breads like puri and bhatoora, which are deep
fried in oil, are also common. The [samosa] is a popular North Indian snack,
and now commonly found in other parts of India, Central Asia, North
America, Britain, Africa and the Middle East. A common variety is filled
with boiled, fried, or mashed potato. Other fillings include minced meat,
cheese (paneer), mushroom (khumbi). The staple food of most of North
India is a variety of lentils, vegetables, and roti (wheat based bread). The
varieties used and the method of preparation can vary from place to place.
Popular snacks, side-dishes and drinks include pakoda, bhujiya, chaat,
kachori, several types of pickles (known as achar), murabba, sharbat, aam
panna.
Eastern
5
Traditional food of Assam, Bengal and Orissa delicately spiced. General
ingredients used in Assamese, Bengali, and Oriya curries are mustard seeds,
cumin seeds, nigella, green chillies, cumin paste and the spice mix panch
phoron or panch phutana. Mustard paste, curd, nuts, poppy seed paste and
cashew paste are preferably cooked in mustard oil. Curries are classified into
Bata (paste), bhaja (fries), chochchoree (less spicy vaporized curries) and
jhol (thin spicy curries).These are eaten with plain boiled rice or ghonto
(spiced rice). Traditional breakfasts include pantabhat or pakhaal, as well as
cereals such as puffed rice or pressed rice, in milk, often with fruits. The
cuisine of Bangladesh is very similar to eastern Indian food, particularly that
of West Bengal. The popular vegetable dishes of Orissa are Dalma and
Santula. The most popular vegetable dish of Bengal is Sukto.. As in southern
India, rice is the staple grain in Eastern India too. A regular meal consists of
lentils, a primary non vegetarian side dish usually made of fish and a few
other secondary side dishes made of vegetables.
Southern
Idlis with coconut chutney, a well-known dish from southern India.
South Indian food is distinguished by a greater emphasis on rice as the staple
grain, the ubiquity of sambar and rasam (a dish in liquid form prepared with
herbs and/or spices, tamarind paste, turmeric and/or tomato and/or dhaal,
also called chaaru/saaru and rasam), a variety of pickles, and the liberal use
of coconut and particularly coconut oil and curry leaves. Curries called
6
Kozhambu are also popular and are typically vegetable stews cooked with
spices, tamarind and other ingredients. The dosa, poori, idli, vada, bonda and
bajji are typical South Indian favorites. These are generally consumed as
part of breakfast. Other popular dishes include Kesaribath, Upma/Uppittu,
Bisibele Bath, Rice Bath, Tomato Bath, Pongal, Poori & Saagu, Pulao,
Puliyogarai and Thengai Sadham. Reflects the diversity of south Indian
cuisine. South Indian food obtains its distinct flavors by the use of tamarind,
coconut, lentils, and a variety of vegetables. Udupi food is a popular cuisine
of South India.
In south India, the usual lunch service is as follows: soup as an appetizer; a
little rice with plain dhaal curry and ghee; rice mixed with a lean but spicy
gravy for vegetarian meals or chicken/mutton/seafood gravy) or any variety
rice; rice mixed with rasam; rice with curd (yoghurt); finally, fruit and betel
leaves/nuts (beeda). Pappadams and pickles are served throughout.
Andhra, Chettinad, Tamil, Hyderabadi, Mangalorean, and Kerala cuisines
each have distinct tastes and methods of cooking. In fact each of the South
Indian states has a different way of preparing sambar; a connoisseur of
South Indian food will very easily tell the difference between sambar from
Kerala, sambar from Tamil food, Sambaru from Karnataka and pappu chaaru
in Andhra food. Some popular dishes include biryani, ghee rice with meat
curry, seafood (prawns, mussels, mackerel) and paper thin pathiris from
Malabar area.
7
Western
Ragada in a pani puri, a popular snack from Mumbai.
Western Indian cuisine has three major regions: Gujarati, Maharashtrian and
Goan. Maharashtrian cuisine has mainly two sections defined by the
geographical sections. The coastal regions, geographically similar to Goa
depend more on rice, coconut, and fish. The hilly regions of the Western
Ghats and Deccan plateau regions use groundnut in place of coconut and
depend more on jowar (sorghum) and bajra (millet) as staples..
Maharashtrian fast food includes one of the most popular dishes called Pav
Bhaji. For breakfast Maharashtrians eat various preparations of rice flakes
called Pohe. It is becoming popular in Indian restaurants all around the
world. Gujarati food is predominantly vegetarian. Many Gujarati dishes
have a hint of sweetness due to use of sugar or brown sugar or gur (also
called as jaggery). Goan cuisine is influenced by the Portuguese colonization
of Goa. Use of Kokum, triphala is a unique feature of Goan and Konkani
cuisine.
A vegetarian thali. Gujarati food offers a wide range of vegetarian delicacies
because Hinduism, practiced by majority of Gujarat's populace, encourages
vegetarian diet.
8
.
1.5 Indian fast food
The fast food industry in India has evolved with the changing lifestyles of
the young Indian population. The sheer variety of gastronomic preferences
across the regions, hereditary or acquired, has brought about different
modules across the country. It may take some time for the local enterprise to
mature to the level of international players in the field.
Many of the traditional dishes have been adapted to suit the emerging fast
food outlets. The basic requirements kept in mind by the Indian fast food
outlets is to decrease the processing and serving time and serve the
customers faster. A number of indigenous methods have been developed by
the Indians in this regard to achieve this. For example, the typical meal
which called for being served by an ever alert attendant is now offered as a
Mini-Meal across the counter. In its traditional version, a plate or a banana
leaf was first laid down on the floor or table. Several helpers then waited on
the diner, doling out different dishes and refilling as they got over in the
plate.
In the fast food version, a plate already arranged with a variety of cooked
vegetables and curries along with a fixed quantity of rice and Indian
flatbreads is handed out across the counter against a prepaid coupon. The
curries and breads vary depending on the region and local preferences. The
9
higher priced ones may add a sweet to the combination. Refills are generally
not offered.
The diversity of Indian cuisine poses logistical problems when it comes to
handling. Hence it is common to serve different cuisines at different counters
within the same premises. Presence of a large vegetarian population, who
eschew non-vegetarian food, has given rise to outlets which exclusively
serve vegetarian fast food. Also, different variety of food may be served
depending on the times of the day. Beverages such coffee, tea, soft drinks
and fruit juices may also be served in such outlets. Some outlets may
additionally have specially designed counters for ice-cream, chaats etc.
Popular formats of fast food business in India have the following features in
common:
?
Wide opening on the road side
?
Easy to maintain and durable décor
?
A cash counter where food coupons are sold
?
A food delivery counter which invariably is granite topped
?
Additional counters for Ice Creams, Chaats, Beverages etc.
?
A well fitted kitchen located so as to be visible to the customers
?
Tall tables, usually of stainless steel, where one can eat while standing
?
A drinking water fountain adorned with a water filter
?
Rust-proof and non-breakable crockery
Most of the fast food outlets in India are stand alone establishment, few of
them having more than one branch.
It includes:10
- Aaloo chat
- Papri chaat
- Samosa
- Pav bhaji
- etc.
1.6 Indian sweets
Indian sweets, known as Mithai are a type of confectionery. Many are made
with sugar, milk and condensed milk, and cooked by frying. The bases of the
sweets and other ingredients vary by region. In the Eastern part of India, for
example, milk is a staple, and most sweets from this region are based on
milk products.
Varieties of Indian Sweet
11
Barfi
Barfi is a sweet made of dried milk with ground cashews or pistachios.
Chena Murki
Chena murki sweet made from milk and sugar available in Indian province
of Orissa. The milk is boiled for a long time and condensed. Sugar is added
and the sweet is given a round shape. It is also known by many Bangladeshi
and Guyanese people as pera.
Chikki
Chikki A simple sweet made out of peanuts and molasses.
Gulab jamun
12
Gulab jamun is an Indian dessert made out of fried milk balls soaked in
sweet syrup.
Jalebi or Imarti
Jalebi or Imarti, a popular sweet all over India.
Jalebi is made by deep-frying flour in a circular (coil-like) texture and then
dipping in sugar syrup. Imarti is a variant of Jalebi, with a different flour
mixture and has a more
coild texture. Typically Jalebi is brown or yellow, while Imarti is reddish in
color. Often taken with milk, tea or even yogurt (or Lassi)
Khaja
Khaja is a sweet food of Orissa and Bihar states in India. Refined wheat
flour, sugar and oils are the chief ingredients of khaja.
Kulfi
Kulfis are Indian ice-cream, where the sweetened milk/cream is frozen in
small metal cans to be served frozen. Usually it has a milky appearance, but
additional colors may be applied for display. A summer-time favorite in most
13
of India, especially in the northern India. It comes in variety of flavors such
as mango kesar or cardamom. It is typically sold by street-side hawkers who
carry around these frozen cans of kulfi in a big earthen pot. The street-side
hawkers, called “kulfiwalla” (one who sells kulfi) are much awaited by
school kids who savor kulfi’s during school lunch-times.
Laddu
Motichoor Ladoo is a popular variant.
Laddu (sometimes transliterated as laddoo) is made of flour and other
ingredients formed into balls that are dipped in sugar syrup. The popularity
of Laddu is due to its ease of preparation.
Variations in the preparation of Laddu result in a spectrum of tastes. Laddu
is often made to celebrate festivals or household events such as
weddings.You can get Laddoo’s which are famous in Bihar called as “Maner
Ka Laddoo” in Maner Sweets – Maner and Patna.
Malpoa
Malpoa is one of the most ancient home made sweets of India. It is a form of
pancake (made of what or rice flour) deep fried and sugar syrup. Several
14
variations exist in different parts of India, especially popular in Bengal and
Orissa.
Parwal Ki Mithai
Parwal Ki Mithai is a dry sweet made of parwal. The outer covering is made
of parwal, and the filling is made of milk products. It is rather popular in
Bihar, but also found in Uttar Pradesh and West Bengal.
Payas or Kheer
Payas (or Kheer as it is called in Hindi)
A sweet rice pudding, payas has been a cultural dish throughout the history
of India, being usually found at ceremonies, feasts and celebrations. In many
parts of India, ancient traditions maintain that a wedding is not fully blessed
if payas (or payasam as known in South India) is not served at the feast
during traditional ceremonies like marriage, child birth, annaprasan (first
solid feed to child) etc.
Rasgulla
15
Rasgulla, a popular sweet dish made from cottage cheese.
Rasgulla is a popular relished sweetmeats in India, originated in Orissa, in
the eastern region of the country, but was made known to the outside world
by Nobin Chandra Das of Kolkata. Originally a dessert in Orissa for
centuries, this dish made its way to West Bengal when the Oriya cooks
started migrating to West Bengal in search of jobs, bringing along the recipe.
It was only then that Nobin Chandra Das of Kolkata modified its recipe to
give it its current form. This dish is produced by the boiling of small balls of
casein in sugar syrup. This sweet dessert can be found in many eastern
Indian households.
Sandesh
Sandesh is a sweet made from fine cheese made from cow’s milk kneaded
with fine ground sugar or molases. This is a signature sweet from West
Bengal in India. Revered for its delicate making, and appreciated by the
connoiseur, this represents sweet making at its finest. Sandesh comes in two
varieties, “Norom Pak” (the softer version) and “Koda Pak” (the harder
version). The softer version although more gentle and considered better, is
fragile. The harder version is robust and often easier for storage. Molases
made from dates can be used to make a special variation of Sandesh called
“Noleen Gurher Sandesh” (a Sandesh made from “Noleen Gurh” or molases
from dates) or simply “Noleen Sandesh” (as shown in the figure).
16
Shrikhand
Shrikhand is a creamy dessert made out of strained yogurt, from which all
water is drained off, leaving the thick yogurt cream by itself. Adding dry
fruits like mangoes enhances the Shrikhand’s taste. It is a Western India
traditional dish, and it has ancient roots in the Indian cuisine.
Other Indian Sweets
Sohan papdi
Other traditional Indian sweets and desserts famous throughout the history
of Indian food include:
?
Mysore Pak (a dessert made out of ghee, sugar and chick pea flour),
Halwa (Persian dessert or Halva in modern English spelling; made out
of flour, butter and sugar
?
Halwa is a popular Indian dessert that have spread in every corner of
the World)
?
Jangiri
In Orissa, several chhena based confections, such as Chhena Kheeri, Chhena
Jalebi, Rasaballi, and Chenna Poda are consumed. Badushah is a sweet
popular in South India
17
18
CHAPTER – 2 COMPANY PROFILE
ABOUT THE COMPANY
HALDIRAMS PAST
Haldirams began as a tiny shop in Bikaner, the land as famed for its
savories as for its leather-faced pipe players and fierce warriors. By 1982,
Haldirams had set up shop in Delhi & the capital had begun to stop by &
take note of the savories & sweets. It was word of mouth that grew the
business manifold over the next decade till Haldirams came to stand for a
good company that was synonymous with taste, hygiene and innovation.
U.S.A was the first market they started exporting to, thanks to the large
Indian population there. Haldirams began with about 15 Products, all
savories, because they are a favorite with Indians.
What began as a small-town enterprise in India is today a global
phenomenon. Haldirams is a way of life for Indians no matter which country
they live in and the countries they live in are also fast developing a penchant
for these products.
HALDIRAMS PRESENT
Today, Haldirams is a 4 million dollar brand that is a familiar sight on
shelves across the U.S.A, U.K. and the Middle East. Non-Resident Indians
carry back packets of Haldirams along with the farewells and Nostalgia & it
is this name that they cook for as they scan shops for familiar scents and
sights.
19
For over sixty years now, they have been unifying the palate of India. It has
not been the simplest of tasks; India speaks different tongues and has
different taste buds to match. However, today, Haldirams is a name that has
become synonymous with Taste and quality not only within India but the
world over.
Haldirams products are exported to several countries worldwide including
Pakistan, Canada, Australia, Srilanka, Singapore, Malaysia, South Africa,
Indonesia, Qatar, Hong Kong, Japan, Kenya, Libya, South Korea, Nigeria,
Mauritius, United Kingdom, Zambia and Bahrain. Their products are
frequently sold in U.S. supermarkets in the foreign foods/import section.
In additional to these packaged products, Haldirams has its own outlets
where it sells sweets and eatables. It also has a range of restaurants in and
around Delhi,NCR and Nagpur.
Today Haldirams occupies considerable shelf space at prominent
supermarkets over the world. From traditional Indian sweets & savories to
the more international chips, cookies, nuts & sherbets, Haldirams products
are fast capturing the imagination of people making it possible for them to
aim for deep penetrations in the Middle East, East Europe and parts of North
Africa.
HALDIRAMS FUTURE
Haldirams plan to leverage their equity in the domestic & international
market to become a food corporation with not just branded products under
their belt but also restaurants, retail chains & a wide portfolio that includes
such diverse products as milk based food & noodles.
20
In the near future they hope to be in places such as Algeria, Jordan, Yemen,
Taiwan, Columbia, Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West
Indies, Sweden, Finland, and Trinidad & Tobago.
They have also invested considerably in an advanced processing and
packaging unit, which enables them to marry tradition with technology. This
is why, no matter whose shelf their products sits on, it always stands on its
own.
GROWTH OF DEMANDS AND DEMANDING STANDARDS
Haldirams is growing at the rate of 40% in the international market and are
confident of maintaining the pace for the next 5 yrs. This has not only been
because of Indian living abroad but also because Indian food is finding a
worldwide audience. To keep up with incessant demand they have increased
their production capacities considerably. Presently they have four plants in
and around Delhi that produce 50 tones of namkeens,20 tones of chips &
other fun food & 5 tones of tinned sweets & soan papdi, on a daily basis.
Two more production units are coming up which will not only increase
capacity but also make it possible for them to introduce new product lines.
When they started exporting in the year 2001, their figures stood at $ 1.7
million. Today they export products to the tune of $ 6.00 million.
QUALITY CHECKS
There is a strong emphasis on international standards of manufacturing &
quality control. Their products taste like they have arrived fresh out of
Granny's kitchen; they have the Indian Granny's proverbial fetish for
hygiene. Their ethos may date back to vintage India, but their outlook is
21
every bit as a professional as that of a progressing modern day Indian
company.
They have regular laboratory check to ensure that the quality parameters of
FDA, USA & Safety Act, UK are met at every level-raw material to finished
products. They also have advanced in-house testing facilities for aflataxion,
pesticides, and sudden colures & others microbiological tests
OUTLETS & THEIR DELICIOUS FARES ONE COUNTRY, ONE
TASTE
They have 19 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
always packed to the last inch; international food chains & street vendors not
withstanding. Apart from their packed items for exports, Haldirams at these
outlets sell 96 varieties of dishes & 77 varieties of sweets.
Cooked fresh everyday at each of their outlets, these serve their customers
need for breakfast, lunch, snacks, dinner and celebrations. Haldirams plan to
leverage their equity in the domestic & international market to become a
food corporation with not just branded products under their belt but also
diversifying into fast food retail chains all over the country.
AWARDS & ACHIEVEMENTS
? Haldirams is an ISO 9002 &-HACCP recognized company with
several awards under their belt.
? INTERNATIONAL AWARD for food & beverages awarded by
Trade Leaders club in Barcelona, Spain in 1994.
22
? KASHALKAR MEMORIAL AWARD presented by All India Food
Preserves Association in 1996 at its Golden Jubilee Celebration for
Manufacturing the best quality food products.
? 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.
Haldirams System
Haldirams entry into the fast food restaurant business was merely a
coincidence. They didn’t focus on it in order to start a fast food restaurant in
1996-97. Their main expertise is in Indian sweets, namkeens, etc.
The other units are Mathura road, Lajpat Nagar and Chandni Chowk. They
are all old units. The people have got used to working in particular fashion.
So, it will be difficult for them to change.
Haldirams have not conducted any study to improve their existing systems.
They are not a very old company with set systems in place. It is still a very
small company according to international standards, it’s a family owned
company with almost none external intervention. So, professionalism is still
missing. Everything is happening on traditional basis. There is no system as
such. Mr.Pankaj is responsible for the Gurgaon project. They are
implementing all the systems there which they could not implement fully at
the Mathura Road facility. These systems include purchasing systems,
23
maintenance system, quality systems, financial and production systems etc.
This focus on system is because of their perceived weakness in this area.
They have some internal weaknesses that they want to overcome. They
could do it in Gurgaon as it was a green field project. A little bit of
experimentation is involved to get the best results. If those things are
successful here then they can duplicate the same in other units because those
units as well. They are not bringing any professional input yet to try and help
with this system creation part because their job is more labor intensive and
they know their people better than any external agency. Also they have to do
it in their own way. They cannot hire any food technologist because that way
they will be disclosing their recipes.
At present in Gurgaon they are looking more into:
(1) Controlling their costs,
(2) Focus and study more on customer’s demands
Haldirams quest to become a global brand name
Mr.Pankaj thinks that the Indian fast food has not become global because of
the characteristics of the product like Raj kachauri, as one have to have ten
different kinds of inputs to add to make a Raj kachauri. For example, curd
and then there are two or three different kinds of spices. There are also a
couple of ingredients which don’t have a long
shelf life. The other reason could be the fact that none of the Indian
companies have invested into packaging in order to increase the shelf life of
a fast food product. In contrast; the western products like burgers, pizzas,
chips etc are available in the western markets in a frozen form and has a
good shelf life. There is no problem for the western
24
companies to send their products from America to India. They package it,
freeze it and send it across due to frozen technology and frozen supply
chain.
Haldirams can be positioned as an Indian fast food restaurant. It’s not a
western fast food restaurant and does not compete with Pizza Hut or
Dominos or even McDonald’s.
There is a big market, world over in terms of Haldirams products to become
a potential global brand name.
Everyday they get e-mails from businesses in many countries which are
interested in opening up fast food restaurant and asking for obtaining
franchisees.
The Ready to eat concept- Minute Khana
Haldirams has launched a range of packed ready to eat dishes. These dishes
have a long shelf life. It is a new concept for Haldirams. They have launched
this product keeping in mind the changing lifestyles of Indian people. As
today mostly both husband and wife are working so this is the best thing for
them. Haldirams focuses more on customers need and demand which helps
them in innovating new products.
25
COMPETITORS
Today Lehar and Frito Lay are the main competitors of Haldirams in the
namkeen and snacks segment. They both are the divisions of Pepsico and
apart from that there is no major competitor as such because the share of
branded namkeen in India is not very big as a comparison of total sales of
namkeen in the country. It is 20% or 30% at maximum of total namkeen
sales all over India. If one goes to any city or village in India one will find
dozens of local manufacturers who sell lose namkeen.
So, it’s very difficult to compete with them in terms of pricing. Quality wise,
they cannot compete with Haldirams but from the cost perspective it is
difficult for Haldirams to compete with them with their whole supply chain
cost, distribution cost, retailer margins etc. it is very difficult to compete
with them. In smaller cities and villages the customers want good quality but
they cannot afford it. They want something of cheaper price. Out there,
Haldirams have a limited market share. According to Mr.Pankaj, namkeen is
more than 90% of their total turnover and the fast food segment is only
about 10%.
In namkeen segment, Haldirams are still the leader. Pepsi is not near them in
the country, but as and when they diversify from namkeen to other kind of
snacks like potato chips or extruded snacks, Pepsi has more know how and
knowledge about it because they have been into that business for a long
period. So, in that area it will be very difficult for Haldirams to compete
with them in terms of technology and in terms of marketing.
Haldirams strategy is not to engage in a direct fight with Pepsi but build one
of their own markets and that’s the only way they can possibly capture a
niche segment of the broader market. It will be a slow process but that will
26
be the right one because if one goes out straight and fight with Pepsi then it’s
very difficult to survive, asserts Mr.Pankaj.
In terms of restaurant and sweets they have many competitors and major
competitor of Haldirams is Bikanervala. Bikanervala offers almost same
variety of dishes etc. and the difference between the prices of these two is
very less and at most of the places where Haldirams is having an outlet
Bikanervala has also established its outlets there.
Director of Haldirams – Mr.Pankaj Aggarwal
Pankaj Agarwal is the fourth generation of the Haldirams family business.
His great grandfather founded in 1940s.
Pankaj did his schooling partly from Delhi and Mussorie and completed his
undergraduate studies in commerce discipline from Hansraj college, Delhi.
He then went on to get his MBA, at Business School, Lausanne,
Switzerland.
After coming back to India, he joined his family business. He is currently
the Director of Haldirams Manufacturing Company Limited (HMCL).
Pankaj intends to learn everything on his own. He is interested to see each
and every product, how is it manufactured, what is the taste, what are the
ingredients.
27
According to Pankaj, his strength lies in understanding the people he is
working with and in understanding the needs of the customers in terms of
taste preferences. He assesses the strengths and weaknesses of his company
on continuous basis and has a clear vision for Haldirams. He says, “There is
no chef on whom I can depend on who will control the quality of our
products and since, it’s a manual work, there are chances of getting the
quality upside down. So, you have to have the knowledge otherwise they can
fool you.”
Before implementing anything Pankaj first discusses it with his father as his
father has a wealth of experience and practical knowledge. He has been in
this business for more than 40 years.
28
HALDIRAMS OUTLETS (DELHI, NCR)
1.
Haldirams Kherki Daula Gurgaon
Operation Hours
9 am to 10 pm.
Address
Village-Kherki Daula,
Delhi-Jaipur highway,
NH-8, Gurgaon (Haryana)
Phone No.
0124-4771400
2. Haldirams Sahara Mall Gurgaon
Operation Hours
9.30 am to 10 pm
Address
Ground Floor, Sahara Mall,
M.G. Road, Gurgaon (Haryana)
Phone No.
9212667644
3. Haldirams MGF Mall Gurgaon
Operation Hours
11-30 am to 10-30 pm
Address
3rd Floor, MGF Mall, M.G. Road,
Gurgaon (Haryana)
Phone No.
9212667649
4. Haldirams DT Mega Mall, Gurgaon
Operation Hours
11.30 am to 10.30 pm.
Address
Shop No. 11, Ground Floor, DT Mega
Mall, DLF, Phase1, Gurgaon
(Haryana)
29
Phone No.
5.
9212667648
Haldirams Ambience Mall, Gurgaon
Operation Hours
11.30 Am to 11 Pm
Address
3rd Floor, Ambience Mall,
Delhi – Jaipur Highway, next
to Toll Plaza, Gurgaon (Haryana)
Phone No.
6.
9650871115
Haldirams Moti Nagar, Delhi
Operation Hours
9.30 am to 11 pm
Address
19A, Shivaji Marg Najafgargh Road,
Moti Nagar, New Delhi
Phone No.
7.
011 - 47685217
Haldirams Chandni Chowk, Delhi
Operation Hours
Address
8.30 am to 10.30 pm
1454 /2 Chandni Chowk Fountain,
Chandni Chowk, Delhi - 6
Phone No.
8.
011 - 47685100
Haldirams Lajpat Nagar New Delhi
Operation Hours
9.00 am to 10.30 pm
Address
45, Ring Road, Lajpat Nagar-IV,
New Delhi-110024
Phone No.
9.
011- 45204300
Haldirams Mathura Road, New Delhi
Operations Hours
9.00 am to 10.30 pm
30
Address
B-1/H-8, M.C.I.E., Main Mathura Road,
New Delhi-110044
Phone No.
011- 45204200
10. Haldirams Spice Mall Noida
Operations Hours
10.00 am to 10.30 pm
Address
108-109, Ground Floor, Spice World,
31
SWOT ANALYSIS OF HALDIRAMS
32
2.2BIKANERVALA COMPANY PROFILE
ABOUT THE COMPANY
HISTORY OF BIKANERVALA
Bikanervala is one of India’s most prominent families in the business of
traditional hospitality products like sweets and nankeens. Our forefathers
devoted their lifetime in developing exclusive recipes which are now proud
family secrets. To this wealth of inherited knowledge our new generation has
now added another dimension- modern technology.
Today, BIKANERVALA FOODS PVT.LTD. is an ISO 9001:2000, HACCP
and SQF 2000cm certified company with four modern manufacturing units
in the national capital Region and the chain of 88 outlets in India abroad,
serving vegetarian north India, south India, continental, Chinese cuisine and
fast food along with a vast variety of traditional Indian sweets and snacks.
VISION
To savor and share the century old culinary heritage of Bikanervala with
ultimate taste and relishing freshness and ensuring superior customer
experience by providing highest standards of product quality and service
33
THEIR CONCEPTS
BIKANERVALA
The tradional Indian sweet shop cum restaurant is an experience in itself.
Here one can find the pleasure and warmth of traditional Indian sweets,
nankeens, chats and snacks and 100% pure vegetarian multi cuisine
restaurant which is served and delivered with passion and celebration.
Bikanervala concepts always has been to innovate and yet maintained the
original flavor of traditional Indian food with primary focus on quality,
hygiene affordability. Costumer satisfaction is like a religion at Bikanervala
and that is why they have been able to keep their century old tradition alive.
Bikanervala showrooms are located in India, Nepal, UAE and New Zealand.
BIKANO
Bikano is their international brand of packaged sweets, nankeens, papad and
sherbets, manufactured to the world standard of hygiene and quality.
Bikano’s packaged products have always been a big hit with the costumers
in both India and abroad. Their food products like namkeens, cookies and
syrups have made it the most preferred in between meal snacks all over the
34
world. Bikano’s concept of constant innovation through the of modern
technology for packing retains its original flavor for maximum time period
with this vast variety of fines packaged products one can always ready to
celebrate a sweet moment, any time, any where bikano products are
available in Bikanervala and Bikano chat cafe show rooms and in leading
super markets and retail stores in India and abroad.
BIKANO CHAT CAFE
Bikano chat café is a new age concept of Bikanervala aimed at establishing a
strong network in the corporate and the retail segment. It is a chain of fast
food restaurant’s and tuck shop serving traditional Indian chat, combo meals,
burger, pizza and snacks in a modern hygienic environment. Their main
focus has been to provide exquisitely packaged traditional food at affordable
to wherever their customers groups are located, be it corporate houses, malls
or even exhibitions stalls. Their innovative menu and state-of-the-art
manufacturing and delivery systems ensures original flavor from basekitchen-to-customer.
Globalization
Bikanervala exports its products to many countries outside india and it also
has many showrooms in other countries like- UAE, Nepal, New Zealand,
etc. and it is also having plans to expand in other countries in the near future.
Bikanervala’s aim is to spread the Indian traditional sweets and Namkeens,
snacks, food etc. to all parts of the world.
35
COMPETITORS
In the market of snacks, namkeens, etc. Bikanervala has many competitors
like- Pepsi, Frito Lay, Haldirams etc. Because of so many market players
offering same kind of product Bikanervala decides its strategies very
carefully. Bikanervala’s main competitor is Haldirams which has restaurants
and sweet shops like Bikanervala and offers almost same type of product.
The prices of products of Bikanervala are generally influenced by
Haldirams.
DIRECTOR OF BIKANERVALA –MANISHAGGARWAL
HIS EXPERIENCE
- DIRECTOR
Bikanervala Foods Pvt. Ltd
(Privately Held; Food & Beverages industry)
January 2000 — Present (10 years 8 months)
Overseeing the entire gamut of operations and support functions of the
Bikanervala group including HR, Sales and Marketing, Finance,
Procurement and Overseas Operations.
Manish Aggarwal’s Education
?
RMIT University
Bachelor of Food Science , Hospitality Management , 1997 — 2000
36
?
Cambridge School
High School , Commerce , 1986 — 1996
BIKANERVALA OUTLETS (Delhi, NCR)
1. CHANDINI CHOWK
Address
382,Kucha gachi ram,Fateh puri,
Chandini chowk
Delhi- 110006
Phone no.
011-23975341
2. KAROL BAGH
Address
82,ChowkGurudwararoad,Karol bagh,
New Delhi- 110005
Phone no.
011-28754419
3. RAJOURI GARDERN
Address
A-2/43, Rajouri garden,
New Delhi-110027
Phone no.
011-25930633
4. LAJPAT NAGAR
Address
I-93,Lajpat Nagar,
New Delhi-110024
Phone no.
011-29818820
37
5. PREET VIHAR
Address
30, Aditya arcade,Preet vihar,
New Delhi-110092
Phone no.
011-22024420
6. PUNJABI BAGH
Address
28, N.W.A,Punjabi bagh
New Delhi-110026
Phone no.
011-25228981
7. PITAMPURA
Address
Shop no.1 I.T.L tower
Netaji subhash palace
Pitampura,
New Delhi-110034
Phone no.
01127353426
8. NARAINA
Address
B-225,phase1,industrial area,
Naraina,
New Delhi-110028
Phone no.
011-414110317
9. CHANAKYA PURI
Address
Yashwant place Chanakya puri,
38
Delhi-110021
Phone No.
10.
011-24100219
CONNAUGHT PLACE
Address
First floor, Rajiv Gandhi handicraft
Bhavan, Baba Kharak Singh Marg,
Connaught place,
39
SWOT ANALYSIS OF BIKANERVALA
40
CHAPTER-3
CONCEPTUAL DISCUSSION
Comparative analysis of two companies means to understand the products,
system, markets, customers, strengths, weaknesses, etc. of those companies.
In this the two major companies dealing in Indian sweets and snacks are
being compared i.e., Haldirams and Bikanervala. Both the companies offer
almost same variety of products and have same target market. They both
have restaurants in Delhi and NCR and also export their packed products
outside India also.
Haldirams and Bikanervala are each others major competitors. This
comparative analysis is being done to analyze the competitive market
existing between the two companies. This is also done to find the preference
of customers and the product knowledge they about the companies. The
consumption habits of people are also being analyzed. By this comparative
analysis Haldirams will get to know its strengths, weaknesses, opportunities,
threats, etc. and will also get to know the steps by which it can increase its
market share and become the market leader.
The comparative analysis is being done on various bases- people’s
preference in terms of Indian sweets and Indian snacks, product range,
product quality, prices, taste, cleanliness and hygiene, ambience, advertising
and promotion, etc. All these parameters will help to find out which of the
two is better in which area which helps in analyzing which areas should be
worked upon so as to increase its number of customers.
41
NAMKEENS
? Aloo bhijia
? Plain bhujia
? Masala bhujia
? Nimbu masala
? Cornflakes mixture
? Kashmiri mixture
? Kaju mixture
? Pancha rattan
? Khatta metha
? Bombay mix
? Navratan
? All in one
? Hara chiwda
? Dal biji
? Shai mixture
? Chana jor garam
? Moong dal
42
? Masala moong
? Chana dal
? Bombay chana
? Boondi
BENGALI SWEETS
? Matri
? Samosa
?
Anar bhog
?
Chaka chak
?
Fruit cup
?
Kesar badam
?
Malai king
?
Mishti dahi
?
Ras bhari
?
Rasogolla
?
Anarkalichena
? Safed peda
?
sandesh
? Choclate burfi
?
Cham cham
? Khoya burfi
?
Indrani
?
Kesar sandesh
?
Malai rasogolla
?
Pakiza
?
Ras kadam
? Gulabjamun
?
Badam
? Kala jamun
?
Angoori petha
?
Chhena toast
?
Kesar anarkali
?
Malai cup
?
Malai rabid
KHOYA SWEETS
? Chhena murki
? Kesar peda kheer kadam
? Meva bati
? Khoya giloiri
? Milk burfi
? Sangam burfi
43
? Khoya kesar
? Milk cake
? Shahi choclate
COOKIES
PREMIUM SWEETS
? Ajwain
?
Anjeer chiki
? Butter badam
?
Badam tirangi
? Choco chips
?
Kaju samosa
?
Pista launj
?
Kaju burfi
?
Kaju kesar
?
Badam jalebi
?
Dry fruit chakkar
?
Kaju kalash
?
Kaju roll
?
Pista gul
?
Csatta
?
Kaju aaple
?
Kashmiri burfi
?
Badam burfi
?
Kaju pan
?
Kaju ghujia
?
Honey dew
?
Shahi chocolate
? Coconut
? Jeera
? Kaju pista
? Wholewheat
SHERBETS
? Badam kesaria
? Rose syrup
44
? Khus syrup
? Orange crush
? Lemon crush
? Pineapple crush
? Mango panna
MINUTE KHANA
? Aloo muter
? Purani dilli ke chhole
? Haldirams dal makhani
? Punjabi khadi pakoda
? Lajwab mutter paneer
? Nawabi palak paneer
? Mughlai paneer makhani
? Rajma raseela
? Yellow dal tadka
? Kesari moong dal halwa
? Hyderabad biryani
? Punjabi sarson da saag
? Amchi pao bhaji
? Navrattan mix veg
? Khadai paneer
? Chawal tadka
? Aloo palak
45
? Bhindi masala
46
RESTAURANT
CHINESE
CHAAT
? Raj kachori
? Special dahi bhalla
?
Veg. noodles
?
Veg. fried rice
?
Veg. manchuran+
? Papri chaat
fried rice
? Pani puri
?
noodles
? Bhel puri
?
INDIAN SNACKS
?
Puri sabji halwa
?
Choley bhature
?
Pao bhaji
?
Matar kulcha
?
Aloo tikki
Veg. Manchurian+
Chinese platter
SOUTH INDIAN
CONTINENTAL
? One go salad
?
Idli sambhar
?
Vada sambhar
?
Plain dosa
?
Plain rawa dosa
?
Masala dosa
?
Rawa masala dosa
?
Uttapam
?
SouthIndian
platter
? Veg. burger
47
? Veg. grilled sandwich
? Veg sandwich
? Chese pizza
? Onion tom. Cap. Pizza
BEVERAGES
? Capsicum tom. Pizza
? Pasta
NORTH INDIAN
?
Badam milk
?
Chaach’
? Special thali
?
Sweet lassi
? Mini thali
?
Fresh lime soda
?
Mineral water
?
Diet coke
?
Soft drink
? Paneer curry
? Dal makhani
TANDOORI
ICE CREAM SODAS
? Paneer tikka
? Lachha parantha
? Pudina parantha
? Butter naan
? Tandoori rooti
?
Chocolate/lime
?
Straw berry
?
Pineapple/ mango
?
Mid night beauty
SMOOTHIES
48
?
Mango/passion fruit
?
Strawberry
?
Banana caramel
? Tandoori platter
DESERTS
HOT BEVERAGES
SUPERSUNDAES
? Hot chocolate
ICE CREAMS
? Single scoop
Coffees
SPECIALS
? Espresso italiano
? Fruit salad with ice
? Caffe Americano
cream
? Cappuccino
KULFIS
Teas premium
? Assam
? Masala chai/Darjeeling
? Rabri faluda
?
? Kesar kulfi faluda
MOJITOS
? Pista kulfiuda
? Matka kulfi
? Green apple
? Watermelon
? Strawberry
? Banana
? Caramel
Cold Coffees
49
? Cold coffee
? Cold coffee + ice cream
PRODUCT LIST BIKANERVALA
SWEETS
TRADIONAL SWEETS
? Atta ladu
KHOYA SWEETS
?
Chhena murki
?
Kesar
peda
kadam
? Coconut burfi
?
Meva bati
? Gondh laddo
?
Safed peda
? Patisa
?
Choclate burfi
? Sohan halwa
?
Khoya burfi
?
Khoya giloiri
?
Milk burfi
?
Sangam burfi
? Kesar coconut burfi
?
Gulabjamun
? Sev badam
?
Kala jamun
? Special gujia
?
Khoya kesar
? Banarsi laddu
?
Milk cake
?
Shahi choclate
?
Kesar badam
? Ballu shahi
? Dal burfi
? Dhoda
50
kheer
? Kesar gujia
? Shahi laddu
? Special Karachi
PREMIUM SWEETS
BENGALI SWEETS
?
Anjeer chiki
?
Badam tirangi
?
Honey dew
?
Kaju ghujia
? Fruit cup
?
Kaju pan
? Mishti dahi
?
Kashmiri burfi
? Ras bhari
?
Badam burfi
? Rasogolla
?
Csatta
?
Kaju aaple
?
Kaju kalash
?
Kaju roll
? Indrani
?
Pista gul
? Kesar sandesh
?
Badam jalebi
? Malai rasogolla
?
Dry fruit chakkar
? Pakiza
?
Kaju burfi
? Anar bhog
? Chaka chak
? Anarkali chena sandesh
? Cham cham
? Ras kadam
? Badam angoori petha
? Chhena toast
? Kesar anarkali
? Malai cup
? Malai rabid
? Pista king
51
? Ras madhuri
52
SNACKS
NAMKEENS
?
Bhakar badi
?
Bhel puri
?
Chatax
?
Crunchy munchy
?
Mini kachuri
? Bikaneri bhujia
?
Mini samosa
? Boondi
?
Natkhat nimbu
? Chana masala
?
Panipuri
? Cornflakes mixture
?
Pudina mathi
?
Punjabi punch
? Aloo bhujia
? Aloo lacha
? Badam lacha
? Dal moth
SYRUPS
? Gathiya
? Kaju mixture
? Kashmiri mixture
? Khata meetha
?
Aampannasyrup
? Khokha bhujia
?
Badam syrup
? Matar masal
?
Jeera shikanjisyrup
? Moong dal
?
Khus syrup
? Navratan mixture
? Peanut masala
53
BAKERY
? Ajwain cookies
? Jeera cookies
? Premium cookies
? Assorted cookies
? Kaju pista cookies
? Teen badam
54
RESTAURANT
VARIETY OF SOUTH
VARIETY OF NORTH
INDIAN CUISINE
INDIAN CUISINE
?
Plain dosa
?
Rawa masala dosa
? Chana masala
?
Masala dosa
? Daily special paneer
?
Plain uttapam
? Rajma masala
?
Vada samber
? Shahi paneer
VARIETY OF CHINESE
SPECIAL ECO MEAL
CUISINE
? Onion aloo kulcha
?
Tomato soup
?
Veg chowmein
? Chana bhatura
?
Veg chopsey
? Paneer kulcha
?
Sweet corn soup
?
Veg fried rice
?
Spring roll
?
Hot and sour soup
?
Veg Manchurian
with dal raita
with dal and raita
TANDOOR SE
? Tandoori platter
55
? Paneer/aloo kulcha
? Pudina parantha
? Papad
? Paneer nan
? Onion kulcha
? Tawa parantha
VARIETY OF SNACKS
VARIETY OF
CONTINENTAL CUISINE
? Veg burger
? Chinese platter
? Veg cheese burger
? French fries
PIZZA’S
?
Chole bhature
?
Paneer pakora
?
Samosa
?
Kachori
?
Paneer cutlet
?
Sandwich dhokla
?
Khandvi dhokla
?
Plain dhokla
VARIETY OF CHAAT
? Chinese pizza
? Onion capsicum pizza
56
?
Aloo tikki
?
Kachori with sabzi
?
Paneer tikka
?
Raj kachori
?
Bhalla papdi
?
Lacha tokri
? Garlic pizza
? Onion capsicum
tomato pizza
? Tomato pizza
? Onion capsicum
mushroom pizza
VARIETY OF BEVRAGES
VARIETY OF SHAKES
AND SODAS
? Kesar pista badam milk
? Rose milk
? Tea
? Kesaria lassi
?
Vanilla
?
Coffee
? Coffee
?
Strawberry
? Pepsi
?
Mango
? Sharbat
?
Chocolate
? Badam thandai
? Fresh lime
57
COMPARISON BETWEEN HALDIRAMS &
BIKANERVALA
HALDIRAMS
BIKANERVALA
1. Haldirams has a total of 18
outlets in Delhi & NCR
which makes it acquire a
large market share.
1. Bikanervala is having only
13 outlets in Delhi & NCR
which is lesser then that of
Haldirams.
2. Haldirams is a major exporter
of namkeens and snacks to
countries outside India.
2. In
terms
of
export
Bikanervala is lagging far
behind Haldirams.
3. Haldirams product range is
very wide.
3. Bikanervala’s product range
is less as compared to
Haldirams.
4. Haldirams maintain a strong
quality check system to keep
a constant check on its
products quality and their
freshness.
4.
5. Haldirams product prices are
higher
then
that
of
58
Bikanervala does not
conduct
many
quality
checks for its products.
Their quality tests are
mainly for pesticides and
microorganisms.
Bikanervala.
5. Prices of products of
Bikanervala
are
comparatively lesser.
6. Haldirams do the promotion
and advertising of its products
on a regular basis.
6. Bikanervala does not spend
too much on promotional
activities.
59
CHAPTER – 4
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Methodology is the pathway or an approach to get the needed information
by locating the data from different sources which are primary & secondary.
Marketing research is the systematic collection, analysis, interpretation and
reporting of data and findings relevant to the company.
4.1 RESEARCH OBJECTIVES
The main objectives of this project are :1. To know customer perception of service quality variables
(Provider courtesy, Timely service, Competent and motivated employees, Convenient
operating hours, Neat and clean place, Easy access to service, Parking facilities,
Reasonable service costs, Quality of climate within the organization, Attractive building
exteriors.)
2. To investigate customer perception of product quality variables
(Quality of specific products, Product range, Taste & look of products, Free extra
quantity of supplementary items such as sanvar, chhole , onion etc., Price of products.)
3. To find out customer perception of their value satisfaction about
their brand value satisfaction about the brand
Wether organization delivers what it promises.)
4. To understand major points of difference between 2 restaurants in
context of products & services.
60
5. To draw conclusions and results.
4.2 Research Design
The type of research is exploratory cum descriptive research design.
In this research various secondary sources of data are studied, individual
surveys are being conducted and then the collected data is analyzed. The
individuals who were being surveyed were the people who had practical
experience of the area to be researched. The research also focuses on certain
descriptive things like- age, sex composition, etc.
4.3 Data Sources
For this research study, primary data as well as secondary data was
collected.
Primary Data is the first hand data collected by someone specifically for
the purpose of facilitating the study. In this research data has been collected
from the customers through questionnaire.
Secondary data has collected from company literature and websites.
4.4 Questionnaire Design/Formulation
A questionnaire is a set of questions presented to respondent for their
answers.
Type of questions includedThe questionnaire includes close ended questions of various types in which
the respondent has to choose from the given options. These options are given
on the bases of the areas on which the research is being conducted so that the
61
customer’s preference could be easily found out. In order to find out which
of the two companies customer prefer they are given both the companies as
option in the questions so as to know which company people go for.
Questionnaire also contains some multiple choice questions to find out what
age group people eat out more, on what occasions, with whom, etc.
4.5 SAMPLE DESIGN
Sample Element/ Sample Unit – The target population of this survey was
the customers visiting the outlet of Haldirams
Extent – Delhi & NCR
Time Frame - 40 days
Sampling Technique - For this survey Convenience Sampling technique
has been used.
Sample Size – It is the number of people surveyed. The sample size is 100
4.6 Limitations of the Research
1. The sample size may not adequately represent the total market as it is
very less as compared to the total market size.
2. The study is conducted at Haldirams outlet only which can cause bias in
responses.
3. This study has not been conducted over an extended period of time, it do
not consider any changes due to changes in the sudden needs of the
customer because of some seasonal change or any kind of festivals.
62
CHAPTER – 5
DATA ANALYSIS & INTERPRETATION
Q1. Which age group do you belong to?
? 10 - 20
? 20 - 30
? 30 - 40
? 40 - 50
? 50 - 60
FIG. 1
InterpretationAccording to the survey conducted it has been found that the age group of
20 – 30 visits the outlet the most i.e. 51% of the total sample which is more
then half of the sample thus it shows that the youth prefer to eat out the
most. As the age grows people’s preference to eat out decreases and at the
old age it diminishes as being shown in fig.1.
63
Q 2.How often do you visit restaurant?
? Daily
? Once or more in a week
? Once or more in a month
? Occasionally
FIG. 2
InterpretationAccording to the survey conducted, around half of the people eat out at least
once or more in a week, some of the people eat out once or more in a month,
some of the people eat out occasionally and the remaining people eat out
daily as shown in fig.2. So it tells that people prefer a change from home
cooked food on regular bases.
64
Q 3.What is your restaurant visit budget usually?
? Below Rs.100
? Rs.100- 300
? Rs.300- 500
? Rs.500& above
FIG. 3
InterpretationAccording to the survey conducted majority of people i.e. nearly half of the
people spend between Rs.300 – 500 on per person per visit when they eat
out, rest people spend between Rs.100 – 300, very few people spend below
Rs.100 or Rs.500 & above which means that people in today’s time are
ready to spend more for good food. It is shown in fig.3.
65
Q 4.What are the occasions when you like to have your meals in
restaurants?
?Birthday and other celebrations
?Try something new
? Hang out with friends
? Combinations
FIG.4
InterpretationAccording to the survey conducted, 1/4th of people eat out on birthdays and
other celebrations, few people eat out just to try something new, nearly 1/4 th
people eat out when they hang out with friends and the remaining people say
they eat out in combinations of these occasions as shown in fig.4. So it
shows that mostly people eat out on celebrations or when they are out with
there friends.
66
Q 5.With whom do you visit restaurant?
? Colleagues
? Friends
? Family
?Alone
? Combinations
FIG. 5
InterpretationAccording to the survey some of the people prefer eating out with
colleagues, maximum people prefer to eat out with friends or with their
67
family, just very few people eat out alone and rest of the people eat out in
combinations of these like- sometimes with friends, sometimes with family,
etc this is shown in fig.5 which means most of the people don’t prefer to eat
out alone or with their colleagues rather they prefer eating out with their
friends and families.
Q6.Which one do you prefer for sweets?
? Haldirams
? Bikanervala
FIG. 6
InterpretationAccording to the survey conducted majority of the population prefers
Haldirams for sweets and the remaining prefer Bikanervala as shown in fig.6
which means Haldirams is peoples preference for sweets.
68
Q7. Which one do you prefer for snacks and fast food?
? Haldirams
? Bikanervala
FIG. 7
InterpretationAccording to the survey more then half of the population prefers Haldirams
for Indian snacks and fast food and the remaining prefer Bikanervala for
Indian snacks and fast food it is shown in fig.7 which means Haldirams
scores over Bikanervala.
69
Q8. Whose product quality you find better?
? Haldirams
? Bikanervala
FIG. 8
InterpretationAccording to the survey conducted maximum people feel that Haldirams
product quality is better. Amongst the population surveyed majority of the
people feel Haldirams product quality is better and very few people feel
Bikanervala offers better product quality. It can be seen in fig.8
70
Q9.Whose product range is wider?
? Haldirams
? Bikanervala
FIG. 9
InterpretationAccording to the survey conducted half of the population feels Haldirams
product range is wider and rest half feel Bikanervala’s product range is
wider as shown in fig.9 which means both of them are equal in terms of the
product ranges offered by each of them.
71
Q10.Whose price range is more affordable?
? Haldirams
? Bikanervala
FIG. 10
InterpretationAccording to survey conducted more then half of the people i.e. 55% people
feel Bikanervala’s prices are more affordable It is shown in fig.10 which
means that people find Haldirams products more expensive and feel it’s out
of their affordability.
72
Q11. Whose location and availability suits you more ?
? Haldirams
? Bikanervala
FIG. 11
InterpretationAccording to the survey conducted maximum people feel that Haldirams
restaurants distribution channels are properly channelized over the
restaurants of Bikanerwala restaurants. It can be seen in fig.11
73
Q12. Whose employees behavior seems better to you?
? Haldirams
? Bikanervala
FIG. 12
InterpretationAccording to the survey more then half of the population prefers Haldirams
for its employees courtesy and the remaining prefer Bikanervala for
employee behavior it is shown in fig.12 which means Haldirams scores over
Bikanervala.
74
Q13.Whose taste you like more?
? Haldirams
? Bikanervala
FIG. 13
InterpretationAccording to survey conducted more then half of the people i.e. 55% people
feel Bikanervala’s products tastes better. It is shown in fig.13 which means
that people find Haldirams products more tasty and relish its products.
75
Q14.Which restaurant took less time to serve your order?
? Haldirams
? Bikanervala
FIG. 14
InterpretationAccording to the survey conducted half of the population feels Haldirams
took less time to serve and rest half feel Bikanervala’s is better in timely
service as shown in fig.14 which means both of them are equal in terms of
the timely services offered by each of them.
76
Q15.Whose promotional strategies seem better to you?
? Haldirams
? Bikanervala
FIG. 15
InterpretationAccording to the survey conducted majority of the population believes
Haldirams for scores more in advertising and the remaining prefer
Bikanervala as shown in fig.15.
77
Q16.Which restaurants parking facilities you find more?
? Haldirams
? Bikanervala
FIG. 16
InterpretationAccording to the survey conducted half of the population feels Haldirams
parking facilities are better and rest half feel Bikanervala’s is better in
parking facilities as shown in fig.16 which means both of them are equal in
terms of the parking facilities offered by each of them.
78
Q17. Whose employees behavior seems better to you?
? Haldirams
? Bikanervala
FIG. 17
InterpretationAccording to the survey more then half of the population believes Haldirams
delivers what it promises and the remaining prefer Bikanervala for its
commitment to and promise fulfilements. It is shown in fig.17 which means
Haldirams scores over Bikanervala in keeping its promises to their
customers at the value which they promise.
79
CHAPTER – 6
FINDINGS
1) According to age it has been found that maximum people eating out are
the youth between the age group 20 – 30. As the people grow older and
older they don’t eat out much thus is shows peoples preference to eat out
diminishes in old age because it becomes difficult for them to eat heavy
food offered by the restaurants etc. and old age health problems also do
not allow them to go out and eat.
2) Most of the people prefer to eat out at least once or more then once in a
week. 40% of the total population surveyed said they eat out once or
more in a week. Some of the people said that they eat out once or more in
a month, very few people said they eat out daily and remaining people
said that they eat out occasionally. Thus this shows maximum number of
people prefers to eat out as they get bored with the regular home cooked
food and they feel like eating something different so as to have a changed
taste.
80
3) Majority of people said they spend between Rs.300 – 500 on per person
per visit when they eat out i.e. 48% of people. This shows that as the
income levels of people are increasing and there purchasing power is also
increasing so people are ready to spend more if they are getting good
food.
4) Most of the people say that they eat out on birthdays and other
celebrations, very few people say they eat out just to try something new
as they get bored by the home cooked food, few people say that they eat
out when they hang out with friends and maximum people eat out on
combinations of these i.e. they eat out on birthdays and other celebrations
and they also eat on when they feel like trying something new, etc. So it
has been found that generally people eat out on occasions only.
5) Most of the people i.e. 38% of people prefer to eat out only with their
families, 33% of people prefer to eat out only with their friends which
shows people prefer the company of friends and family the most when it
comes to eating out.
6) More then half of the people prefer Haldirams for sweets i.e. 59% .Thus
Haldirams is the choice of people for sweets which shows Haldirams is
more famous for its traditional sweets.
7) For Indian snacks and food 57% of people say they prefer Haldirams So
we can say that Haldirams is preferred over Bikanervala as Haldirams is
having a strong brand image in the market.
8) 58% of the people surveyed say they feel Haldirams product quality is
better then that of Bikanervala. So in terms of product quality also people
81
like Haldirams as Haldirams conduct quality checks from time to time
and focus more on serving the product fresh.
9) In terms of the product range there is a tie between Haldirams and
Bikanervala as 50% of people say Haldirams offer a wider product range
and remaining 50% say Bikanervala offers a wider product range so it
shows both of them offer almost same variety of products and hence they
should introduce new and different products.
10)
People feel that Haldirams prices are higher then that of Bikanervala
as 55% people say that Bikanervala’s price range is more affordable so
Haldirams should lower its prices in accordance with Bikanervala or else
it may loose its customers
11)
More then half of the people likes the taste of Haldirams products
more as compared to Bikanervala
because of the good quality
ingredients used by Haldirams so Haldirams should maintain the taste of
its products in order to maintain its lead.
12)
Maximum people feel that Bikanervala’s outlets are more clean and
hygienic i.e. 62% people so Haldirams will have to take steps to improve
its cleanliness and hygiene as it is one of the most important area to be
maintained by a company dealing in food items.
13)
64% people say that they like Haldirams ambience more so it can be
said that in case of ambience Haldirams is people’s preference as people
like Haldirams interiors and décor more.
14)
In case of location and availability 67% people say Haldirams location
and availability suits them more as Haldirams has more number of outlets
in Delhi and NCR which makes it easily accessible by the people.
82
15)
According to the population surveyed majority of people i.e. 82%
people say Haldirams scores more in advertising and promotion as they
regularly advertise in the national dailies and magazines and they also
launch special menu in festive seasons, etc. So it can be said that
Haldirams incur huge amounts on promotional activities.
16)
According to the survey, Haldirams parking facilities are at par with
Bikanerwala restaurants.
17)
As per the population surveyed it is clear that the operating hours of
Haldirams and service charges are better than those of Bikanerwala
restaurants as population in favor of Haldirams is 20% in excess to that
of Bikanerwala.
18)
In case of employees behavior 57% people say Haldirams employees
are more courteous whereas Bikanerwala scores 43% only.
19)
In terms of the service delivery time there is a tie between Haldirams
and Bikanervala as 50% of people say Haldirams takes less service time
and remaining 50% say Bikanervala offers is better in timely service so it
shows both of them offer timely delivery.
20)
Around 57% of hadirams restaurants are able to deliver the value what
they promise whereas Bikanerwala scores just 43%.
83
84
CHAPTER – 7
RECOMMENDATIONS
In this research it has been found that as compared to Bikanervala,
Haldirams has a strong brand image in front of its customers and people like
their food and sweets over Bikanervala but there is a very close competition
between the two Haldirams is ahead of Bikanervala by just few percents
only. So if Bikanervala works towards improving its brand image and
product quality it can easily capture Haldirams customers.
Haldirams should take steps to maintain its position in the market? Haldirams should continue to maintain its quality standards as people
like them for there high quality products.
? Haldirams should keep its prices according to their customers
affordability
? It should introduce new products from time to time so that its product
range gets wider than its competitors.
? Haldirams management should keep a strong check on its cleanliness
staff and should see that the hygiene is maintained at the outlets.
? Haldirams should focus more on advertising and promotion so that the
target market gets to know about its latest offerings, seasonal
products, festive offers, etc.
? Haldirams should also open more outlets in Delhi near main markets
so that people could reach there outlets easily and there customers will
increase and they can also start free home delivery services in areas
nearby there outlets.
85
BIBLIOGRAPHY
BOOKS
? C.R. KOTHARI,” Research Methodology”, VISHWA PRAKASHAN
Publishing Printed in India, Bangalore, Year1998.
? PHILIP KOTLER,” Marketing Management, Ninth Edition”, Prentice
Hall, Printed In India, Year 1999.
WEBSITES
? www.Haldirams.com
? www.bikanervala.com
? www.wikipedia.com
? www.google.com
? www.encyclopedia.com
86
ANNEXURE
QUESTIONNAIRE
Personal Details:
Gender: M ?
F?
Marital Status: Married ?
Unmarried ?
Profession: …………………….
Children:-………………………
Note: - Please tick mark (?) in the box
Q1.Which age group do you belong to?
? 10 - 20
? 20- 30
? 30 - 40
? 40 - 50
? 50 - 60
Q 2.How often do you visit retaurant?
? Daily
? Once or more in week
? Once or more in a month
? Occasionally
Q 3.What is your restaurant visit budget usually?
? Below Rs.100
? Rs.100- 300
? Rs.500-1000
? Rs.1000 & above
? Rs.300-500
Q 4.Name some special occasion when you like to have your meals in
restaurant?
?Birthday and other celebrations
?Try something new
? Hang out with friends
? Combinations
87
Q 5.With whom do you visit restaurant?
? Colleagues
? Friends
? Family
?Alone
? Combinations
Q6. Which one do you prefer for sweets?
? Haldirams
? Bikanervala
Q7. Which one do you prefer for snacks and foods?
? Haldirams
? Bikanervala
Q8. Whose parking facilities you find satisfactory?
? Haldirams
? Bikanervala
Q9. Whose product quality you find better?
? Haldirams
? Bikanervala
Q10.Whose product range is wider?
? Haldirams
? Bikanervala
Q11.Whose price range is more affordable?
? Haldirams
? Bikanervala
Q12.Whose taste you like more?
? Haldirams
? Bikanervala
88
Q13.In your opinion which one is more clean and hygienic?
? Haldirams
? Bikanervala
Q14.Whose ambience you like more?
? Haldirams
? Bikanervala
Q15.Whose location and availability suits you more?
? Haldirams
? Bikanervala
Q16.Whose promotional strategies you find better?
? Haldirams
? Bikanervala
Q17.Whose operating hours and service charges were convenient for
you?
? Haldirams
? Bikanervala
Q18. Whose employee behavior seems better to you?
? Haldirams
? Bikanervala
Q19. Which restaurant took less time to serve your order?
? Haldirams
? Bikanervala
Q20. Which restaurant among the two you believe to deliver the value
what it promises?
? Haldirams
? Bikanervala
89
Q21. Which restaurant provided with you extra quantity of
supplementary items?
? Haldirams
? Bikanervala
90
ATTENDANCE FOR SUMMER TRAINING PROJECT REPORT
NAME OF THE STUDENT
CLASS
ROLL NO.
NAME OF THE SUPERVISOR
S.NO.
DATE
TIME
:
:
:
:
PROGRESS OF
REPORT(REMARK)
SIGNATURE
OF
STUDENT
SIGNTURE
OF
SUPERVISOR
[Dr. G.K. Varshney]
Project Guide
91
EVALUATION SHEET FOR SUMMER TRAINING PROJECT
REPORT
STUDENT’S NAME
: ___________________________________
ROLL NO.
: ____________________________________
EVALUATOR’ FEEDBACK: ____________________________________
_____________________________________
_____________________________________
_____________________________________
DID THE STUDENT CONTACT YOU REGULARLY FOR DISCUSSION?
: YES/NO (Please Tick)
MARKES AWARDED
: ______________________________________
SIGNATURE OF EVALUATOR
NAME: _____________________
DATE: ______________________
92
doc_425448601.doc
ON
COMPARATIVE STUDY OF CUSTOMER SATISFACTION IN FAST FOOD INDUSTRY:A CASE STUDY OF HALDIRAMS VS BIKANERWALA RESTAURANTS
[Submitted in partial fulfillment for the award of degree of M.B.A. (2014-16)]
[Third Semester – August-December 2014]
As a part of the Curriculum of
MASTER OF BUSINESS ADMINISTRATION [M.B.A.]
From
Bhai Parmanand Institute of Business Studies, Delhi
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, NEW DELHI
SUBMITTED BY
Archit Jain
(E.No. 02511403914)
MBA 3rd Semester
SUBMITTED TO
Dr G k varshney
(Project Guide)
Government of NCT of Delhi
Bhai Parmanand Institute of Business Studies
Shakarpur, Delhi-110092
GOVERNMENT OF NCT OF DELHI
i
BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES
SHAKARPUR, DELHI-110092
DECLARATION BY THE CANDIDATE
I hereby declare that the work, which is being present in this project, entitled “STUDY OF
CUSTOMER SATISFACTION IN FAST FOOD INDUSTRY:-A CASE STUDY OF HALDIRAMS VS
BIKANERWALA RESTAURANTS” is an authentic record of my own work carried out by me under
the supervision and guidance of Dr. G.K.Varshney (Project Guide), Bhai Parmanand Institute of
Business Studies, Shakarpur, Delhi-110092.
This project was undertaken as a partial fulfillment of the major project report in third semester
of Master of Business Administration (M.B.A.) degree as per the curriculum of Guru Gobind
Singh Indraprastha University (G.G.S.I.P.U.).
I have not submitted the matter embodied here in this project for the award of any other degree
or diploma.
NAME – ARCHIT JAIN
E.NO. -02511403914
M.B.A. 3RD SEMESTER
BPIBS, DELHI
ii
GOVERNMENT OF NCT OF DELHI
BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES,
SHAKARPUR, DELHI-11009
CERTIFICATE BY PROJECT GUIDE
This is to certify that the project report titled “STUDY OF CUSTOMER SATISFACTION IN FAST
FOOD INDUSTRY:-A CASE STUDY OF HALDIRAMS VS BIKANERWALA RESTAURANTS ”
submitted in partial fulfillment of the degree of Masters of Business Administration (MBA) at
Bhai Parmanand Institute of Business Studies, Shakarpur, Delhi is a project carried out by
Archit jain E.No - 02511403914) under my supervision and guidance. His Performance was
satisfactory during his research process for the above said major project.
Dr. G.K.Varshney
(PROJECT GUIDE)
BPIBS, Delhi
iii
GOVERNMENT OF NCT OF DELHI
BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES
SHAKARPUR, DELHI-110092
ACKNOWLEDGEMENT
The project entitled “STUDY OF CUSTOMER SATISFACTION IN FAST FOOD INDUSTRY:-A
CASE STUDY OF HALDIRAMS VS BIKANERWALA RESTAURANTS ” was a challenging
assignment for me and required an improved environment, extensive endeavor and all necessary
guidance and support. I take this opportunity to express my gratitude to Dr. G.K.Varshney, project
guide for his able guidance, cooperation and out of the box thinking without which this project
would not have been possible at all.
NAME – ARCHIT JAIN
E.NO. -02511403914
M.B.A. 3RD SEMESTER
BPIBS, DELHI
iv
Executive summary
Marketing
Marketing is "the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large”. Marketing is the science of choosing target markets through market analysis and
market segmentation, as well as understanding consumer behavior and providing superior
customer value.
Management
The organization and coordination of the activities of a business in order to achieve defined
objectives. Management consists of the interlocking functions of creating corporate policy and
organizing, planning, controlling, and directing an organization’s resources in order to achieve
the objectives of that policy.
Marketing tools
The techniques and materials used by those who are involved in the promotion of goods and
services are known as MARKETING TOOLS. Most business that need to sell their goods or
services to the public will make extensive use of various marketing tools, such as market
research and advertising to help further their success.
Consumer Behavior
Consumer behavior, also called as consumer psychology, is a branch of applied psychology,
marketing and organizational behavior. It examines consumers' decision making processes and
ways in which they gather and analyze information from the environment. See the consumer
behavior article for an overview. Consumer behavior is a multidisciplinary field which is integral
to industrial psychology and aspects of household economy studied in microeconomics.
Consumer behavior also means the actions shown by consumers while making decision to select
household and consumer items
With reference to this context, this project has been prepared to put a light on customer
satisfaction in Haldirams vs Bikanerwala restaurants.
This project is completely based on market research of Haldirams and Bikanerwala restaurants.
Under this research, we have taken sample size of 100. On the basis of that we have assessed the
level of Customer Satisfaction of Haldirams vs Bikanerwala restaurants. Then after we have
formulated Conclusion and recommendations to improve their quality:-
v
Quality product rendered to customer.
To attain customer satisfaction
To reduce the price of brand so sales can be boost up.
To advertise their product which is socially accepted?
To advertise their product through prominent celebrity.
On basis of weak brand, we have given recommendation in which we mentioned how to
strengthen the weak brand. This is the precise study of project.
vi
Chapter
No.
Title
Page
No.
Declaration
i
Certificate by project guide
ii
Acknowledgement
iv
1.
EXECUTIVE SUMMARY
v
2.
INTRODUCTION
1
3.
COMPANY PROFILE
2.1 Haldirams
2.2 Bikanervala
17
4.
CONCEPTUAL DISCUSSION
39
5.
RESEARCH METHODOLOGY
4.1 Research Objectives
4.2 Research Design
4.3 Data Sources
4.4 Questionnaire Design
4.5 Sample design
4.6 Limitations of the Research
55
55
56
56
56
57
57
6.
DATA ANALYSIS & INTERPRETATION
58
7.
FINDINGS
75
8.
RECOMMENDATIONS
80
9
BIBLIOGRAPHY
81
ANNEXURE
82
10
CHAPTER – 1 INTRODUCTION
1
1.1 INDIAN FOOD INDUSTRY
India is the world's second largest producer of food next to China, and has
the potential of being the biggest with the food and agricultural sector. The
total food production in India is likely to double in the next ten years and
there is an opportunity for large investments in food and food processing
technologies, skills and equipment, especially in areas of Canning, Dairy
and
Food
Processing,
Specialty
Processing,
Packaging,
Frozen
Food/Refrigeration and Thermo Processing. Fruits & Vegetables, Milk &
Milk Products, Packaged/Convenience Foods, Soft Drinks and Grains are
important sub-sectors of the food processing industry. Health food and
health food supplements are another rapidly rising segment of this industry
which is gaining vast popularity amongst the health conscious.
India is one of the world’s major food producers but accounts for less than
1.5 per cent of international food trade. This indicates vast scope for both
investors and exporters. Food exports in 1998 stood at US $5.8 billion
whereas the world total was US $438 billion. The Indian food industries
sales turnover is Rs 140,000 crore (1crore = 10 million) annually as at the
start of year 2000. The industry has the highest number of plants approved
by the US Food and Drug Administration (FDA) outside the USA.
India's food processing sector consumer product groups like confectionery,
Soya-based products, mineral water, and high protein foods etc. We cover an
exhaustive database of an array of suppliers, manufacturers, exporters and
importers widely dealing in sectors like the -Food Industry, Dairy
processing, Indian beverage industry etc.
2
The most promising sub-sectors includes -Soft-drink bottling, Confectionery
manufacture, , Grain-milling and grain-based products, beverages, Milk
processing, Tomato paste, Fast-food, Ready-to-eat breakfast cereals, Food
additives, flavors etc.
1.2 INDIAN FOOD
Indian food is characterized by the use of various spices, herbs and other
vegetables and sometimes fruits grown in India and also for the widespread
practice of vegetarianism across many sections of its society. Each family of
Indian cuisine is characterized by a wide assortment of dishes and cooking
techniques. As a consequence, it varies from region to region, reflecting the
varied demographics of the ethnically diverse Indian subcontinent.
India's religious beliefs and culture have played an influential role in the
evolution of its cuisine. However, food across India also evolved due to the
subcontinent's large-scale cultural interactions with ancient Greece, Persia,
Mongols and West Asia, making it a unique blend of various cuisines across
Asia. The spice trade between India and Europe is often cited as the main
catalyst for Europe's Age of Discovery .The colonial period introduced
European cooking styles to India adding to the flexibility and diversity of
Indian cuisine. Indian cuisine has had a remarkable influence on cuisines
across the world, especially those from Southeast Asia.
3
1.3 Elements
A typical assortment of spices and herbs used in Indian cuisine
The staples of Indian cuisine are rice, atta (whole wheat flour), and a variety
of pulses, the most important of which are masoor (most often red lentil),
channa (bengal gram), toor (pigeon pea or yellow gram), urad (black gram)
and mung (green gram). Pulses may be used whole, dehusked, for example
dhuli moong or dhuli urad, or split. Pulses are used extensively in the form
of dal (split). Some of the pulses like channa and "Mung" are also processed
into flour (besan).
Most Indian curries are cooked in vegetable oil. In North and West India,
peanut oil has traditionally been most popular for cooking, while in Eastern
India, mustard oil is more commonly used. Coconut oil is used widely along
the western coast and South India, Gingerly oil is common in the South as
well. In recent decades, sunflower oil and soybean oil have gained
popularity all over India. Hydrogenated vegetable oil, known as Vanaspati
ghee, is also a popular cooking medium that replaces Desi ghee, clarified
butter (the milk solids have been removed).
The most important or frequently used spices in Indian cuisine are chilli
pepper, black mustard seed (rai), cumin (jeera), turmeric (haldi, manjal),
fenugreek (methi), asafoetida (hing, perungayam), ginger (adrak, inji),
coriander (dhania), and garlic (lassan, poondu). Popular spice mixes are
4
garam masala, which is usually a powder of five or more dried spices,
commonly including cardamom, cinnamon, and clove. Each region, and
sometimes each individual chef, has a distinctive blend of garam masala.
Goda masala is a popular sweet spice mix in Maharashtra. Some leaves are
commonly used like tejpat, coriander leaf, fenugreek leaf and mint leaf. The
common use of curry leaves, curry roots is typical of all South Indian
cuisine. In sweet dishes, cardamom, saffron, nutmeg, and rose petal essences
are seasoned.
1.4 Geographical varieties
Northern
North Indian food is distinguished by the proportionally high use of dairy
products; milk, using the "tawa" (griddle) for baking flat breads like roti and
paratha, and kulcha. Other breads like puri and bhatoora, which are deep
fried in oil, are also common. The [samosa] is a popular North Indian snack,
and now commonly found in other parts of India, Central Asia, North
America, Britain, Africa and the Middle East. A common variety is filled
with boiled, fried, or mashed potato. Other fillings include minced meat,
cheese (paneer), mushroom (khumbi). The staple food of most of North
India is a variety of lentils, vegetables, and roti (wheat based bread). The
varieties used and the method of preparation can vary from place to place.
Popular snacks, side-dishes and drinks include pakoda, bhujiya, chaat,
kachori, several types of pickles (known as achar), murabba, sharbat, aam
panna.
Eastern
5
Traditional food of Assam, Bengal and Orissa delicately spiced. General
ingredients used in Assamese, Bengali, and Oriya curries are mustard seeds,
cumin seeds, nigella, green chillies, cumin paste and the spice mix panch
phoron or panch phutana. Mustard paste, curd, nuts, poppy seed paste and
cashew paste are preferably cooked in mustard oil. Curries are classified into
Bata (paste), bhaja (fries), chochchoree (less spicy vaporized curries) and
jhol (thin spicy curries).These are eaten with plain boiled rice or ghonto
(spiced rice). Traditional breakfasts include pantabhat or pakhaal, as well as
cereals such as puffed rice or pressed rice, in milk, often with fruits. The
cuisine of Bangladesh is very similar to eastern Indian food, particularly that
of West Bengal. The popular vegetable dishes of Orissa are Dalma and
Santula. The most popular vegetable dish of Bengal is Sukto.. As in southern
India, rice is the staple grain in Eastern India too. A regular meal consists of
lentils, a primary non vegetarian side dish usually made of fish and a few
other secondary side dishes made of vegetables.
Southern
Idlis with coconut chutney, a well-known dish from southern India.
South Indian food is distinguished by a greater emphasis on rice as the staple
grain, the ubiquity of sambar and rasam (a dish in liquid form prepared with
herbs and/or spices, tamarind paste, turmeric and/or tomato and/or dhaal,
also called chaaru/saaru and rasam), a variety of pickles, and the liberal use
of coconut and particularly coconut oil and curry leaves. Curries called
6
Kozhambu are also popular and are typically vegetable stews cooked with
spices, tamarind and other ingredients. The dosa, poori, idli, vada, bonda and
bajji are typical South Indian favorites. These are generally consumed as
part of breakfast. Other popular dishes include Kesaribath, Upma/Uppittu,
Bisibele Bath, Rice Bath, Tomato Bath, Pongal, Poori & Saagu, Pulao,
Puliyogarai and Thengai Sadham. Reflects the diversity of south Indian
cuisine. South Indian food obtains its distinct flavors by the use of tamarind,
coconut, lentils, and a variety of vegetables. Udupi food is a popular cuisine
of South India.
In south India, the usual lunch service is as follows: soup as an appetizer; a
little rice with plain dhaal curry and ghee; rice mixed with a lean but spicy
gravy for vegetarian meals or chicken/mutton/seafood gravy) or any variety
rice; rice mixed with rasam; rice with curd (yoghurt); finally, fruit and betel
leaves/nuts (beeda). Pappadams and pickles are served throughout.
Andhra, Chettinad, Tamil, Hyderabadi, Mangalorean, and Kerala cuisines
each have distinct tastes and methods of cooking. In fact each of the South
Indian states has a different way of preparing sambar; a connoisseur of
South Indian food will very easily tell the difference between sambar from
Kerala, sambar from Tamil food, Sambaru from Karnataka and pappu chaaru
in Andhra food. Some popular dishes include biryani, ghee rice with meat
curry, seafood (prawns, mussels, mackerel) and paper thin pathiris from
Malabar area.
7
Western
Ragada in a pani puri, a popular snack from Mumbai.
Western Indian cuisine has three major regions: Gujarati, Maharashtrian and
Goan. Maharashtrian cuisine has mainly two sections defined by the
geographical sections. The coastal regions, geographically similar to Goa
depend more on rice, coconut, and fish. The hilly regions of the Western
Ghats and Deccan plateau regions use groundnut in place of coconut and
depend more on jowar (sorghum) and bajra (millet) as staples..
Maharashtrian fast food includes one of the most popular dishes called Pav
Bhaji. For breakfast Maharashtrians eat various preparations of rice flakes
called Pohe. It is becoming popular in Indian restaurants all around the
world. Gujarati food is predominantly vegetarian. Many Gujarati dishes
have a hint of sweetness due to use of sugar or brown sugar or gur (also
called as jaggery). Goan cuisine is influenced by the Portuguese colonization
of Goa. Use of Kokum, triphala is a unique feature of Goan and Konkani
cuisine.
A vegetarian thali. Gujarati food offers a wide range of vegetarian delicacies
because Hinduism, practiced by majority of Gujarat's populace, encourages
vegetarian diet.
8
.
1.5 Indian fast food
The fast food industry in India has evolved with the changing lifestyles of
the young Indian population. The sheer variety of gastronomic preferences
across the regions, hereditary or acquired, has brought about different
modules across the country. It may take some time for the local enterprise to
mature to the level of international players in the field.
Many of the traditional dishes have been adapted to suit the emerging fast
food outlets. The basic requirements kept in mind by the Indian fast food
outlets is to decrease the processing and serving time and serve the
customers faster. A number of indigenous methods have been developed by
the Indians in this regard to achieve this. For example, the typical meal
which called for being served by an ever alert attendant is now offered as a
Mini-Meal across the counter. In its traditional version, a plate or a banana
leaf was first laid down on the floor or table. Several helpers then waited on
the diner, doling out different dishes and refilling as they got over in the
plate.
In the fast food version, a plate already arranged with a variety of cooked
vegetables and curries along with a fixed quantity of rice and Indian
flatbreads is handed out across the counter against a prepaid coupon. The
curries and breads vary depending on the region and local preferences. The
9
higher priced ones may add a sweet to the combination. Refills are generally
not offered.
The diversity of Indian cuisine poses logistical problems when it comes to
handling. Hence it is common to serve different cuisines at different counters
within the same premises. Presence of a large vegetarian population, who
eschew non-vegetarian food, has given rise to outlets which exclusively
serve vegetarian fast food. Also, different variety of food may be served
depending on the times of the day. Beverages such coffee, tea, soft drinks
and fruit juices may also be served in such outlets. Some outlets may
additionally have specially designed counters for ice-cream, chaats etc.
Popular formats of fast food business in India have the following features in
common:
?
Wide opening on the road side
?
Easy to maintain and durable décor
?
A cash counter where food coupons are sold
?
A food delivery counter which invariably is granite topped
?
Additional counters for Ice Creams, Chaats, Beverages etc.
?
A well fitted kitchen located so as to be visible to the customers
?
Tall tables, usually of stainless steel, where one can eat while standing
?
A drinking water fountain adorned with a water filter
?
Rust-proof and non-breakable crockery
Most of the fast food outlets in India are stand alone establishment, few of
them having more than one branch.
It includes:10
- Aaloo chat
- Papri chaat
- Samosa
- Pav bhaji
- etc.
1.6 Indian sweets
Indian sweets, known as Mithai are a type of confectionery. Many are made
with sugar, milk and condensed milk, and cooked by frying. The bases of the
sweets and other ingredients vary by region. In the Eastern part of India, for
example, milk is a staple, and most sweets from this region are based on
milk products.
Varieties of Indian Sweet
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Barfi
Barfi is a sweet made of dried milk with ground cashews or pistachios.
Chena Murki
Chena murki sweet made from milk and sugar available in Indian province
of Orissa. The milk is boiled for a long time and condensed. Sugar is added
and the sweet is given a round shape. It is also known by many Bangladeshi
and Guyanese people as pera.
Chikki
Chikki A simple sweet made out of peanuts and molasses.
Gulab jamun
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Gulab jamun is an Indian dessert made out of fried milk balls soaked in
sweet syrup.
Jalebi or Imarti
Jalebi or Imarti, a popular sweet all over India.
Jalebi is made by deep-frying flour in a circular (coil-like) texture and then
dipping in sugar syrup. Imarti is a variant of Jalebi, with a different flour
mixture and has a more
coild texture. Typically Jalebi is brown or yellow, while Imarti is reddish in
color. Often taken with milk, tea or even yogurt (or Lassi)
Khaja
Khaja is a sweet food of Orissa and Bihar states in India. Refined wheat
flour, sugar and oils are the chief ingredients of khaja.
Kulfi
Kulfis are Indian ice-cream, where the sweetened milk/cream is frozen in
small metal cans to be served frozen. Usually it has a milky appearance, but
additional colors may be applied for display. A summer-time favorite in most
13
of India, especially in the northern India. It comes in variety of flavors such
as mango kesar or cardamom. It is typically sold by street-side hawkers who
carry around these frozen cans of kulfi in a big earthen pot. The street-side
hawkers, called “kulfiwalla” (one who sells kulfi) are much awaited by
school kids who savor kulfi’s during school lunch-times.
Laddu
Motichoor Ladoo is a popular variant.
Laddu (sometimes transliterated as laddoo) is made of flour and other
ingredients formed into balls that are dipped in sugar syrup. The popularity
of Laddu is due to its ease of preparation.
Variations in the preparation of Laddu result in a spectrum of tastes. Laddu
is often made to celebrate festivals or household events such as
weddings.You can get Laddoo’s which are famous in Bihar called as “Maner
Ka Laddoo” in Maner Sweets – Maner and Patna.
Malpoa
Malpoa is one of the most ancient home made sweets of India. It is a form of
pancake (made of what or rice flour) deep fried and sugar syrup. Several
14
variations exist in different parts of India, especially popular in Bengal and
Orissa.
Parwal Ki Mithai
Parwal Ki Mithai is a dry sweet made of parwal. The outer covering is made
of parwal, and the filling is made of milk products. It is rather popular in
Bihar, but also found in Uttar Pradesh and West Bengal.
Payas or Kheer
Payas (or Kheer as it is called in Hindi)
A sweet rice pudding, payas has been a cultural dish throughout the history
of India, being usually found at ceremonies, feasts and celebrations. In many
parts of India, ancient traditions maintain that a wedding is not fully blessed
if payas (or payasam as known in South India) is not served at the feast
during traditional ceremonies like marriage, child birth, annaprasan (first
solid feed to child) etc.
Rasgulla
15
Rasgulla, a popular sweet dish made from cottage cheese.
Rasgulla is a popular relished sweetmeats in India, originated in Orissa, in
the eastern region of the country, but was made known to the outside world
by Nobin Chandra Das of Kolkata. Originally a dessert in Orissa for
centuries, this dish made its way to West Bengal when the Oriya cooks
started migrating to West Bengal in search of jobs, bringing along the recipe.
It was only then that Nobin Chandra Das of Kolkata modified its recipe to
give it its current form. This dish is produced by the boiling of small balls of
casein in sugar syrup. This sweet dessert can be found in many eastern
Indian households.
Sandesh
Sandesh is a sweet made from fine cheese made from cow’s milk kneaded
with fine ground sugar or molases. This is a signature sweet from West
Bengal in India. Revered for its delicate making, and appreciated by the
connoiseur, this represents sweet making at its finest. Sandesh comes in two
varieties, “Norom Pak” (the softer version) and “Koda Pak” (the harder
version). The softer version although more gentle and considered better, is
fragile. The harder version is robust and often easier for storage. Molases
made from dates can be used to make a special variation of Sandesh called
“Noleen Gurher Sandesh” (a Sandesh made from “Noleen Gurh” or molases
from dates) or simply “Noleen Sandesh” (as shown in the figure).
16
Shrikhand
Shrikhand is a creamy dessert made out of strained yogurt, from which all
water is drained off, leaving the thick yogurt cream by itself. Adding dry
fruits like mangoes enhances the Shrikhand’s taste. It is a Western India
traditional dish, and it has ancient roots in the Indian cuisine.
Other Indian Sweets
Sohan papdi
Other traditional Indian sweets and desserts famous throughout the history
of Indian food include:
?
Mysore Pak (a dessert made out of ghee, sugar and chick pea flour),
Halwa (Persian dessert or Halva in modern English spelling; made out
of flour, butter and sugar
?
Halwa is a popular Indian dessert that have spread in every corner of
the World)
?
Jangiri
In Orissa, several chhena based confections, such as Chhena Kheeri, Chhena
Jalebi, Rasaballi, and Chenna Poda are consumed. Badushah is a sweet
popular in South India
17
18
CHAPTER – 2 COMPANY PROFILE
ABOUT THE COMPANY
HALDIRAMS PAST
Haldirams began as a tiny shop in Bikaner, the land as famed for its
savories as for its leather-faced pipe players and fierce warriors. By 1982,
Haldirams had set up shop in Delhi & the capital had begun to stop by &
take note of the savories & sweets. It was word of mouth that grew the
business manifold over the next decade till Haldirams came to stand for a
good company that was synonymous with taste, hygiene and innovation.
U.S.A was the first market they started exporting to, thanks to the large
Indian population there. Haldirams began with about 15 Products, all
savories, because they are a favorite with Indians.
What began as a small-town enterprise in India is today a global
phenomenon. Haldirams is a way of life for Indians no matter which country
they live in and the countries they live in are also fast developing a penchant
for these products.
HALDIRAMS PRESENT
Today, Haldirams is a 4 million dollar brand that is a familiar sight on
shelves across the U.S.A, U.K. and the Middle East. Non-Resident Indians
carry back packets of Haldirams along with the farewells and Nostalgia & it
is this name that they cook for as they scan shops for familiar scents and
sights.
19
For over sixty years now, they have been unifying the palate of India. It has
not been the simplest of tasks; India speaks different tongues and has
different taste buds to match. However, today, Haldirams is a name that has
become synonymous with Taste and quality not only within India but the
world over.
Haldirams products are exported to several countries worldwide including
Pakistan, Canada, Australia, Srilanka, Singapore, Malaysia, South Africa,
Indonesia, Qatar, Hong Kong, Japan, Kenya, Libya, South Korea, Nigeria,
Mauritius, United Kingdom, Zambia and Bahrain. Their products are
frequently sold in U.S. supermarkets in the foreign foods/import section.
In additional to these packaged products, Haldirams has its own outlets
where it sells sweets and eatables. It also has a range of restaurants in and
around Delhi,NCR and Nagpur.
Today Haldirams occupies considerable shelf space at prominent
supermarkets over the world. From traditional Indian sweets & savories to
the more international chips, cookies, nuts & sherbets, Haldirams products
are fast capturing the imagination of people making it possible for them to
aim for deep penetrations in the Middle East, East Europe and parts of North
Africa.
HALDIRAMS FUTURE
Haldirams plan to leverage their equity in the domestic & international
market to become a food corporation with not just branded products under
their belt but also restaurants, retail chains & a wide portfolio that includes
such diverse products as milk based food & noodles.
20
In the near future they hope to be in places such as Algeria, Jordan, Yemen,
Taiwan, Columbia, Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West
Indies, Sweden, Finland, and Trinidad & Tobago.
They have also invested considerably in an advanced processing and
packaging unit, which enables them to marry tradition with technology. This
is why, no matter whose shelf their products sits on, it always stands on its
own.
GROWTH OF DEMANDS AND DEMANDING STANDARDS
Haldirams is growing at the rate of 40% in the international market and are
confident of maintaining the pace for the next 5 yrs. This has not only been
because of Indian living abroad but also because Indian food is finding a
worldwide audience. To keep up with incessant demand they have increased
their production capacities considerably. Presently they have four plants in
and around Delhi that produce 50 tones of namkeens,20 tones of chips &
other fun food & 5 tones of tinned sweets & soan papdi, on a daily basis.
Two more production units are coming up which will not only increase
capacity but also make it possible for them to introduce new product lines.
When they started exporting in the year 2001, their figures stood at $ 1.7
million. Today they export products to the tune of $ 6.00 million.
QUALITY CHECKS
There is a strong emphasis on international standards of manufacturing &
quality control. Their products taste like they have arrived fresh out of
Granny's kitchen; they have the Indian Granny's proverbial fetish for
hygiene. Their ethos may date back to vintage India, but their outlook is
21
every bit as a professional as that of a progressing modern day Indian
company.
They have regular laboratory check to ensure that the quality parameters of
FDA, USA & Safety Act, UK are met at every level-raw material to finished
products. They also have advanced in-house testing facilities for aflataxion,
pesticides, and sudden colures & others microbiological tests
OUTLETS & THEIR DELICIOUS FARES ONE COUNTRY, ONE
TASTE
They have 19 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
always packed to the last inch; international food chains & street vendors not
withstanding. Apart from their packed items for exports, Haldirams at these
outlets sell 96 varieties of dishes & 77 varieties of sweets.
Cooked fresh everyday at each of their outlets, these serve their customers
need for breakfast, lunch, snacks, dinner and celebrations. Haldirams plan to
leverage their equity in the domestic & international market to become a
food corporation with not just branded products under their belt but also
diversifying into fast food retail chains all over the country.
AWARDS & ACHIEVEMENTS
? Haldirams is an ISO 9002 &-HACCP recognized company with
several awards under their belt.
? INTERNATIONAL AWARD for food & beverages awarded by
Trade Leaders club in Barcelona, Spain in 1994.
22
? KASHALKAR MEMORIAL AWARD presented by All India Food
Preserves Association in 1996 at its Golden Jubilee Celebration for
Manufacturing the best quality food products.
? 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.
Haldirams System
Haldirams entry into the fast food restaurant business was merely a
coincidence. They didn’t focus on it in order to start a fast food restaurant in
1996-97. Their main expertise is in Indian sweets, namkeens, etc.
The other units are Mathura road, Lajpat Nagar and Chandni Chowk. They
are all old units. The people have got used to working in particular fashion.
So, it will be difficult for them to change.
Haldirams have not conducted any study to improve their existing systems.
They are not a very old company with set systems in place. It is still a very
small company according to international standards, it’s a family owned
company with almost none external intervention. So, professionalism is still
missing. Everything is happening on traditional basis. There is no system as
such. Mr.Pankaj is responsible for the Gurgaon project. They are
implementing all the systems there which they could not implement fully at
the Mathura Road facility. These systems include purchasing systems,
23
maintenance system, quality systems, financial and production systems etc.
This focus on system is because of their perceived weakness in this area.
They have some internal weaknesses that they want to overcome. They
could do it in Gurgaon as it was a green field project. A little bit of
experimentation is involved to get the best results. If those things are
successful here then they can duplicate the same in other units because those
units as well. They are not bringing any professional input yet to try and help
with this system creation part because their job is more labor intensive and
they know their people better than any external agency. Also they have to do
it in their own way. They cannot hire any food technologist because that way
they will be disclosing their recipes.
At present in Gurgaon they are looking more into:
(1) Controlling their costs,
(2) Focus and study more on customer’s demands
Haldirams quest to become a global brand name
Mr.Pankaj thinks that the Indian fast food has not become global because of
the characteristics of the product like Raj kachauri, as one have to have ten
different kinds of inputs to add to make a Raj kachauri. For example, curd
and then there are two or three different kinds of spices. There are also a
couple of ingredients which don’t have a long
shelf life. The other reason could be the fact that none of the Indian
companies have invested into packaging in order to increase the shelf life of
a fast food product. In contrast; the western products like burgers, pizzas,
chips etc are available in the western markets in a frozen form and has a
good shelf life. There is no problem for the western
24
companies to send their products from America to India. They package it,
freeze it and send it across due to frozen technology and frozen supply
chain.
Haldirams can be positioned as an Indian fast food restaurant. It’s not a
western fast food restaurant and does not compete with Pizza Hut or
Dominos or even McDonald’s.
There is a big market, world over in terms of Haldirams products to become
a potential global brand name.
Everyday they get e-mails from businesses in many countries which are
interested in opening up fast food restaurant and asking for obtaining
franchisees.
The Ready to eat concept- Minute Khana
Haldirams has launched a range of packed ready to eat dishes. These dishes
have a long shelf life. It is a new concept for Haldirams. They have launched
this product keeping in mind the changing lifestyles of Indian people. As
today mostly both husband and wife are working so this is the best thing for
them. Haldirams focuses more on customers need and demand which helps
them in innovating new products.
25
COMPETITORS
Today Lehar and Frito Lay are the main competitors of Haldirams in the
namkeen and snacks segment. They both are the divisions of Pepsico and
apart from that there is no major competitor as such because the share of
branded namkeen in India is not very big as a comparison of total sales of
namkeen in the country. It is 20% or 30% at maximum of total namkeen
sales all over India. If one goes to any city or village in India one will find
dozens of local manufacturers who sell lose namkeen.
So, it’s very difficult to compete with them in terms of pricing. Quality wise,
they cannot compete with Haldirams but from the cost perspective it is
difficult for Haldirams to compete with them with their whole supply chain
cost, distribution cost, retailer margins etc. it is very difficult to compete
with them. In smaller cities and villages the customers want good quality but
they cannot afford it. They want something of cheaper price. Out there,
Haldirams have a limited market share. According to Mr.Pankaj, namkeen is
more than 90% of their total turnover and the fast food segment is only
about 10%.
In namkeen segment, Haldirams are still the leader. Pepsi is not near them in
the country, but as and when they diversify from namkeen to other kind of
snacks like potato chips or extruded snacks, Pepsi has more know how and
knowledge about it because they have been into that business for a long
period. So, in that area it will be very difficult for Haldirams to compete
with them in terms of technology and in terms of marketing.
Haldirams strategy is not to engage in a direct fight with Pepsi but build one
of their own markets and that’s the only way they can possibly capture a
niche segment of the broader market. It will be a slow process but that will
26
be the right one because if one goes out straight and fight with Pepsi then it’s
very difficult to survive, asserts Mr.Pankaj.
In terms of restaurant and sweets they have many competitors and major
competitor of Haldirams is Bikanervala. Bikanervala offers almost same
variety of dishes etc. and the difference between the prices of these two is
very less and at most of the places where Haldirams is having an outlet
Bikanervala has also established its outlets there.
Director of Haldirams – Mr.Pankaj Aggarwal
Pankaj Agarwal is the fourth generation of the Haldirams family business.
His great grandfather founded in 1940s.
Pankaj did his schooling partly from Delhi and Mussorie and completed his
undergraduate studies in commerce discipline from Hansraj college, Delhi.
He then went on to get his MBA, at Business School, Lausanne,
Switzerland.
After coming back to India, he joined his family business. He is currently
the Director of Haldirams Manufacturing Company Limited (HMCL).
Pankaj intends to learn everything on his own. He is interested to see each
and every product, how is it manufactured, what is the taste, what are the
ingredients.
27
According to Pankaj, his strength lies in understanding the people he is
working with and in understanding the needs of the customers in terms of
taste preferences. He assesses the strengths and weaknesses of his company
on continuous basis and has a clear vision for Haldirams. He says, “There is
no chef on whom I can depend on who will control the quality of our
products and since, it’s a manual work, there are chances of getting the
quality upside down. So, you have to have the knowledge otherwise they can
fool you.”
Before implementing anything Pankaj first discusses it with his father as his
father has a wealth of experience and practical knowledge. He has been in
this business for more than 40 years.
28
HALDIRAMS OUTLETS (DELHI, NCR)
1.
Haldirams Kherki Daula Gurgaon
Operation Hours
9 am to 10 pm.
Address
Village-Kherki Daula,
Delhi-Jaipur highway,
NH-8, Gurgaon (Haryana)
Phone No.
0124-4771400
2. Haldirams Sahara Mall Gurgaon
Operation Hours
9.30 am to 10 pm
Address
Ground Floor, Sahara Mall,
M.G. Road, Gurgaon (Haryana)
Phone No.
9212667644
3. Haldirams MGF Mall Gurgaon
Operation Hours
11-30 am to 10-30 pm
Address
3rd Floor, MGF Mall, M.G. Road,
Gurgaon (Haryana)
Phone No.
9212667649
4. Haldirams DT Mega Mall, Gurgaon
Operation Hours
11.30 am to 10.30 pm.
Address
Shop No. 11, Ground Floor, DT Mega
Mall, DLF, Phase1, Gurgaon
(Haryana)
29
Phone No.
5.
9212667648
Haldirams Ambience Mall, Gurgaon
Operation Hours
11.30 Am to 11 Pm
Address
3rd Floor, Ambience Mall,
Delhi – Jaipur Highway, next
to Toll Plaza, Gurgaon (Haryana)
Phone No.
6.
9650871115
Haldirams Moti Nagar, Delhi
Operation Hours
9.30 am to 11 pm
Address
19A, Shivaji Marg Najafgargh Road,
Moti Nagar, New Delhi
Phone No.
7.
011 - 47685217
Haldirams Chandni Chowk, Delhi
Operation Hours
Address
8.30 am to 10.30 pm
1454 /2 Chandni Chowk Fountain,
Chandni Chowk, Delhi - 6
Phone No.
8.
011 - 47685100
Haldirams Lajpat Nagar New Delhi
Operation Hours
9.00 am to 10.30 pm
Address
45, Ring Road, Lajpat Nagar-IV,
New Delhi-110024
Phone No.
9.
011- 45204300
Haldirams Mathura Road, New Delhi
Operations Hours
9.00 am to 10.30 pm
30
Address
B-1/H-8, M.C.I.E., Main Mathura Road,
New Delhi-110044
Phone No.
011- 45204200
10. Haldirams Spice Mall Noida
Operations Hours
10.00 am to 10.30 pm
Address
108-109, Ground Floor, Spice World,
31
SWOT ANALYSIS OF HALDIRAMS
32
2.2BIKANERVALA COMPANY PROFILE
ABOUT THE COMPANY
HISTORY OF BIKANERVALA
Bikanervala is one of India’s most prominent families in the business of
traditional hospitality products like sweets and nankeens. Our forefathers
devoted their lifetime in developing exclusive recipes which are now proud
family secrets. To this wealth of inherited knowledge our new generation has
now added another dimension- modern technology.
Today, BIKANERVALA FOODS PVT.LTD. is an ISO 9001:2000, HACCP
and SQF 2000cm certified company with four modern manufacturing units
in the national capital Region and the chain of 88 outlets in India abroad,
serving vegetarian north India, south India, continental, Chinese cuisine and
fast food along with a vast variety of traditional Indian sweets and snacks.
VISION
To savor and share the century old culinary heritage of Bikanervala with
ultimate taste and relishing freshness and ensuring superior customer
experience by providing highest standards of product quality and service
33
THEIR CONCEPTS
BIKANERVALA
The tradional Indian sweet shop cum restaurant is an experience in itself.
Here one can find the pleasure and warmth of traditional Indian sweets,
nankeens, chats and snacks and 100% pure vegetarian multi cuisine
restaurant which is served and delivered with passion and celebration.
Bikanervala concepts always has been to innovate and yet maintained the
original flavor of traditional Indian food with primary focus on quality,
hygiene affordability. Costumer satisfaction is like a religion at Bikanervala
and that is why they have been able to keep their century old tradition alive.
Bikanervala showrooms are located in India, Nepal, UAE and New Zealand.
BIKANO
Bikano is their international brand of packaged sweets, nankeens, papad and
sherbets, manufactured to the world standard of hygiene and quality.
Bikano’s packaged products have always been a big hit with the costumers
in both India and abroad. Their food products like namkeens, cookies and
syrups have made it the most preferred in between meal snacks all over the
34
world. Bikano’s concept of constant innovation through the of modern
technology for packing retains its original flavor for maximum time period
with this vast variety of fines packaged products one can always ready to
celebrate a sweet moment, any time, any where bikano products are
available in Bikanervala and Bikano chat cafe show rooms and in leading
super markets and retail stores in India and abroad.
BIKANO CHAT CAFE
Bikano chat café is a new age concept of Bikanervala aimed at establishing a
strong network in the corporate and the retail segment. It is a chain of fast
food restaurant’s and tuck shop serving traditional Indian chat, combo meals,
burger, pizza and snacks in a modern hygienic environment. Their main
focus has been to provide exquisitely packaged traditional food at affordable
to wherever their customers groups are located, be it corporate houses, malls
or even exhibitions stalls. Their innovative menu and state-of-the-art
manufacturing and delivery systems ensures original flavor from basekitchen-to-customer.
Globalization
Bikanervala exports its products to many countries outside india and it also
has many showrooms in other countries like- UAE, Nepal, New Zealand,
etc. and it is also having plans to expand in other countries in the near future.
Bikanervala’s aim is to spread the Indian traditional sweets and Namkeens,
snacks, food etc. to all parts of the world.
35
COMPETITORS
In the market of snacks, namkeens, etc. Bikanervala has many competitors
like- Pepsi, Frito Lay, Haldirams etc. Because of so many market players
offering same kind of product Bikanervala decides its strategies very
carefully. Bikanervala’s main competitor is Haldirams which has restaurants
and sweet shops like Bikanervala and offers almost same type of product.
The prices of products of Bikanervala are generally influenced by
Haldirams.
DIRECTOR OF BIKANERVALA –MANISHAGGARWAL
HIS EXPERIENCE
- DIRECTOR
Bikanervala Foods Pvt. Ltd
(Privately Held; Food & Beverages industry)
January 2000 — Present (10 years 8 months)
Overseeing the entire gamut of operations and support functions of the
Bikanervala group including HR, Sales and Marketing, Finance,
Procurement and Overseas Operations.
Manish Aggarwal’s Education
?
RMIT University
Bachelor of Food Science , Hospitality Management , 1997 — 2000
36
?
Cambridge School
High School , Commerce , 1986 — 1996
BIKANERVALA OUTLETS (Delhi, NCR)
1. CHANDINI CHOWK
Address
382,Kucha gachi ram,Fateh puri,
Chandini chowk
Delhi- 110006
Phone no.
011-23975341
2. KAROL BAGH
Address
82,ChowkGurudwararoad,Karol bagh,
New Delhi- 110005
Phone no.
011-28754419
3. RAJOURI GARDERN
Address
A-2/43, Rajouri garden,
New Delhi-110027
Phone no.
011-25930633
4. LAJPAT NAGAR
Address
I-93,Lajpat Nagar,
New Delhi-110024
Phone no.
011-29818820
37
5. PREET VIHAR
Address
30, Aditya arcade,Preet vihar,
New Delhi-110092
Phone no.
011-22024420
6. PUNJABI BAGH
Address
28, N.W.A,Punjabi bagh
New Delhi-110026
Phone no.
011-25228981
7. PITAMPURA
Address
Shop no.1 I.T.L tower
Netaji subhash palace
Pitampura,
New Delhi-110034
Phone no.
01127353426
8. NARAINA
Address
B-225,phase1,industrial area,
Naraina,
New Delhi-110028
Phone no.
011-414110317
9. CHANAKYA PURI
Address
Yashwant place Chanakya puri,
38
Delhi-110021
Phone No.
10.
011-24100219
CONNAUGHT PLACE
Address
First floor, Rajiv Gandhi handicraft
Bhavan, Baba Kharak Singh Marg,
Connaught place,
39
SWOT ANALYSIS OF BIKANERVALA
40
CHAPTER-3
CONCEPTUAL DISCUSSION
Comparative analysis of two companies means to understand the products,
system, markets, customers, strengths, weaknesses, etc. of those companies.
In this the two major companies dealing in Indian sweets and snacks are
being compared i.e., Haldirams and Bikanervala. Both the companies offer
almost same variety of products and have same target market. They both
have restaurants in Delhi and NCR and also export their packed products
outside India also.
Haldirams and Bikanervala are each others major competitors. This
comparative analysis is being done to analyze the competitive market
existing between the two companies. This is also done to find the preference
of customers and the product knowledge they about the companies. The
consumption habits of people are also being analyzed. By this comparative
analysis Haldirams will get to know its strengths, weaknesses, opportunities,
threats, etc. and will also get to know the steps by which it can increase its
market share and become the market leader.
The comparative analysis is being done on various bases- people’s
preference in terms of Indian sweets and Indian snacks, product range,
product quality, prices, taste, cleanliness and hygiene, ambience, advertising
and promotion, etc. All these parameters will help to find out which of the
two is better in which area which helps in analyzing which areas should be
worked upon so as to increase its number of customers.
41
NAMKEENS
? Aloo bhijia
? Plain bhujia
? Masala bhujia
? Nimbu masala
? Cornflakes mixture
? Kashmiri mixture
? Kaju mixture
? Pancha rattan
? Khatta metha
? Bombay mix
? Navratan
? All in one
? Hara chiwda
? Dal biji
? Shai mixture
? Chana jor garam
? Moong dal
42
? Masala moong
? Chana dal
? Bombay chana
? Boondi
BENGALI SWEETS
? Matri
? Samosa
?
Anar bhog
?
Chaka chak
?
Fruit cup
?
Kesar badam
?
Malai king
?
Mishti dahi
?
Ras bhari
?
Rasogolla
?
Anarkalichena
? Safed peda
?
sandesh
? Choclate burfi
?
Cham cham
? Khoya burfi
?
Indrani
?
Kesar sandesh
?
Malai rasogolla
?
Pakiza
?
Ras kadam
? Gulabjamun
?
Badam
? Kala jamun
?
Angoori petha
?
Chhena toast
?
Kesar anarkali
?
Malai cup
?
Malai rabid
KHOYA SWEETS
? Chhena murki
? Kesar peda kheer kadam
? Meva bati
? Khoya giloiri
? Milk burfi
? Sangam burfi
43
? Khoya kesar
? Milk cake
? Shahi choclate
COOKIES
PREMIUM SWEETS
? Ajwain
?
Anjeer chiki
? Butter badam
?
Badam tirangi
? Choco chips
?
Kaju samosa
?
Pista launj
?
Kaju burfi
?
Kaju kesar
?
Badam jalebi
?
Dry fruit chakkar
?
Kaju kalash
?
Kaju roll
?
Pista gul
?
Csatta
?
Kaju aaple
?
Kashmiri burfi
?
Badam burfi
?
Kaju pan
?
Kaju ghujia
?
Honey dew
?
Shahi chocolate
? Coconut
? Jeera
? Kaju pista
? Wholewheat
SHERBETS
? Badam kesaria
? Rose syrup
44
? Khus syrup
? Orange crush
? Lemon crush
? Pineapple crush
? Mango panna
MINUTE KHANA
? Aloo muter
? Purani dilli ke chhole
? Haldirams dal makhani
? Punjabi khadi pakoda
? Lajwab mutter paneer
? Nawabi palak paneer
? Mughlai paneer makhani
? Rajma raseela
? Yellow dal tadka
? Kesari moong dal halwa
? Hyderabad biryani
? Punjabi sarson da saag
? Amchi pao bhaji
? Navrattan mix veg
? Khadai paneer
? Chawal tadka
? Aloo palak
45
? Bhindi masala
46
RESTAURANT
CHINESE
CHAAT
? Raj kachori
? Special dahi bhalla
?
Veg. noodles
?
Veg. fried rice
?
Veg. manchuran+
? Papri chaat
fried rice
? Pani puri
?
noodles
? Bhel puri
?
INDIAN SNACKS
?
Puri sabji halwa
?
Choley bhature
?
Pao bhaji
?
Matar kulcha
?
Aloo tikki
Veg. Manchurian+
Chinese platter
SOUTH INDIAN
CONTINENTAL
? One go salad
?
Idli sambhar
?
Vada sambhar
?
Plain dosa
?
Plain rawa dosa
?
Masala dosa
?
Rawa masala dosa
?
Uttapam
?
SouthIndian
platter
? Veg. burger
47
? Veg. grilled sandwich
? Veg sandwich
? Chese pizza
? Onion tom. Cap. Pizza
BEVERAGES
? Capsicum tom. Pizza
? Pasta
NORTH INDIAN
?
Badam milk
?
Chaach’
? Special thali
?
Sweet lassi
? Mini thali
?
Fresh lime soda
?
Mineral water
?
Diet coke
?
Soft drink
? Paneer curry
? Dal makhani
TANDOORI
ICE CREAM SODAS
? Paneer tikka
? Lachha parantha
? Pudina parantha
? Butter naan
? Tandoori rooti
?
Chocolate/lime
?
Straw berry
?
Pineapple/ mango
?
Mid night beauty
SMOOTHIES
48
?
Mango/passion fruit
?
Strawberry
?
Banana caramel
? Tandoori platter
DESERTS
HOT BEVERAGES
SUPERSUNDAES
? Hot chocolate
ICE CREAMS
? Single scoop
Coffees
SPECIALS
? Espresso italiano
? Fruit salad with ice
? Caffe Americano
cream
? Cappuccino
KULFIS
Teas premium
? Assam
? Masala chai/Darjeeling
? Rabri faluda
?
? Kesar kulfi faluda
MOJITOS
? Pista kulfiuda
? Matka kulfi
? Green apple
? Watermelon
? Strawberry
? Banana
? Caramel
Cold Coffees
49
? Cold coffee
? Cold coffee + ice cream
PRODUCT LIST BIKANERVALA
SWEETS
TRADIONAL SWEETS
? Atta ladu
KHOYA SWEETS
?
Chhena murki
?
Kesar
peda
kadam
? Coconut burfi
?
Meva bati
? Gondh laddo
?
Safed peda
? Patisa
?
Choclate burfi
? Sohan halwa
?
Khoya burfi
?
Khoya giloiri
?
Milk burfi
?
Sangam burfi
? Kesar coconut burfi
?
Gulabjamun
? Sev badam
?
Kala jamun
? Special gujia
?
Khoya kesar
? Banarsi laddu
?
Milk cake
?
Shahi choclate
?
Kesar badam
? Ballu shahi
? Dal burfi
? Dhoda
50
kheer
? Kesar gujia
? Shahi laddu
? Special Karachi
PREMIUM SWEETS
BENGALI SWEETS
?
Anjeer chiki
?
Badam tirangi
?
Honey dew
?
Kaju ghujia
? Fruit cup
?
Kaju pan
? Mishti dahi
?
Kashmiri burfi
? Ras bhari
?
Badam burfi
? Rasogolla
?
Csatta
?
Kaju aaple
?
Kaju kalash
?
Kaju roll
? Indrani
?
Pista gul
? Kesar sandesh
?
Badam jalebi
? Malai rasogolla
?
Dry fruit chakkar
? Pakiza
?
Kaju burfi
? Anar bhog
? Chaka chak
? Anarkali chena sandesh
? Cham cham
? Ras kadam
? Badam angoori petha
? Chhena toast
? Kesar anarkali
? Malai cup
? Malai rabid
? Pista king
51
? Ras madhuri
52
SNACKS
NAMKEENS
?
Bhakar badi
?
Bhel puri
?
Chatax
?
Crunchy munchy
?
Mini kachuri
? Bikaneri bhujia
?
Mini samosa
? Boondi
?
Natkhat nimbu
? Chana masala
?
Panipuri
? Cornflakes mixture
?
Pudina mathi
?
Punjabi punch
? Aloo bhujia
? Aloo lacha
? Badam lacha
? Dal moth
SYRUPS
? Gathiya
? Kaju mixture
? Kashmiri mixture
? Khata meetha
?
Aampannasyrup
? Khokha bhujia
?
Badam syrup
? Matar masal
?
Jeera shikanjisyrup
? Moong dal
?
Khus syrup
? Navratan mixture
? Peanut masala
53
BAKERY
? Ajwain cookies
? Jeera cookies
? Premium cookies
? Assorted cookies
? Kaju pista cookies
? Teen badam
54
RESTAURANT
VARIETY OF SOUTH
VARIETY OF NORTH
INDIAN CUISINE
INDIAN CUISINE
?
Plain dosa
?
Rawa masala dosa
? Chana masala
?
Masala dosa
? Daily special paneer
?
Plain uttapam
? Rajma masala
?
Vada samber
? Shahi paneer
VARIETY OF CHINESE
SPECIAL ECO MEAL
CUISINE
? Onion aloo kulcha
?
Tomato soup
?
Veg chowmein
? Chana bhatura
?
Veg chopsey
? Paneer kulcha
?
Sweet corn soup
?
Veg fried rice
?
Spring roll
?
Hot and sour soup
?
Veg Manchurian
with dal raita
with dal and raita
TANDOOR SE
? Tandoori platter
55
? Paneer/aloo kulcha
? Pudina parantha
? Papad
? Paneer nan
? Onion kulcha
? Tawa parantha
VARIETY OF SNACKS
VARIETY OF
CONTINENTAL CUISINE
? Veg burger
? Chinese platter
? Veg cheese burger
? French fries
PIZZA’S
?
Chole bhature
?
Paneer pakora
?
Samosa
?
Kachori
?
Paneer cutlet
?
Sandwich dhokla
?
Khandvi dhokla
?
Plain dhokla
VARIETY OF CHAAT
? Chinese pizza
? Onion capsicum pizza
56
?
Aloo tikki
?
Kachori with sabzi
?
Paneer tikka
?
Raj kachori
?
Bhalla papdi
?
Lacha tokri
? Garlic pizza
? Onion capsicum
tomato pizza
? Tomato pizza
? Onion capsicum
mushroom pizza
VARIETY OF BEVRAGES
VARIETY OF SHAKES
AND SODAS
? Kesar pista badam milk
? Rose milk
? Tea
? Kesaria lassi
?
Vanilla
?
Coffee
? Coffee
?
Strawberry
? Pepsi
?
Mango
? Sharbat
?
Chocolate
? Badam thandai
? Fresh lime
57
COMPARISON BETWEEN HALDIRAMS &
BIKANERVALA
HALDIRAMS
BIKANERVALA
1. Haldirams has a total of 18
outlets in Delhi & NCR
which makes it acquire a
large market share.
1. Bikanervala is having only
13 outlets in Delhi & NCR
which is lesser then that of
Haldirams.
2. Haldirams is a major exporter
of namkeens and snacks to
countries outside India.
2. In
terms
of
export
Bikanervala is lagging far
behind Haldirams.
3. Haldirams product range is
very wide.
3. Bikanervala’s product range
is less as compared to
Haldirams.
4. Haldirams maintain a strong
quality check system to keep
a constant check on its
products quality and their
freshness.
4.
5. Haldirams product prices are
higher
then
that
of
58
Bikanervala does not
conduct
many
quality
checks for its products.
Their quality tests are
mainly for pesticides and
microorganisms.
Bikanervala.
5. Prices of products of
Bikanervala
are
comparatively lesser.
6. Haldirams do the promotion
and advertising of its products
on a regular basis.
6. Bikanervala does not spend
too much on promotional
activities.
59
CHAPTER – 4
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Methodology is the pathway or an approach to get the needed information
by locating the data from different sources which are primary & secondary.
Marketing research is the systematic collection, analysis, interpretation and
reporting of data and findings relevant to the company.
4.1 RESEARCH OBJECTIVES
The main objectives of this project are :1. To know customer perception of service quality variables
(Provider courtesy, Timely service, Competent and motivated employees, Convenient
operating hours, Neat and clean place, Easy access to service, Parking facilities,
Reasonable service costs, Quality of climate within the organization, Attractive building
exteriors.)
2. To investigate customer perception of product quality variables
(Quality of specific products, Product range, Taste & look of products, Free extra
quantity of supplementary items such as sanvar, chhole , onion etc., Price of products.)
3. To find out customer perception of their value satisfaction about
their brand value satisfaction about the brand
Wether organization delivers what it promises.)4. To understand major points of difference between 2 restaurants in
context of products & services.
60
5. To draw conclusions and results.
4.2 Research Design
The type of research is exploratory cum descriptive research design.
In this research various secondary sources of data are studied, individual
surveys are being conducted and then the collected data is analyzed. The
individuals who were being surveyed were the people who had practical
experience of the area to be researched. The research also focuses on certain
descriptive things like- age, sex composition, etc.
4.3 Data Sources
For this research study, primary data as well as secondary data was
collected.
Primary Data is the first hand data collected by someone specifically for
the purpose of facilitating the study. In this research data has been collected
from the customers through questionnaire.
Secondary data has collected from company literature and websites.
4.4 Questionnaire Design/Formulation
A questionnaire is a set of questions presented to respondent for their
answers.
Type of questions includedThe questionnaire includes close ended questions of various types in which
the respondent has to choose from the given options. These options are given
on the bases of the areas on which the research is being conducted so that the
61
customer’s preference could be easily found out. In order to find out which
of the two companies customer prefer they are given both the companies as
option in the questions so as to know which company people go for.
Questionnaire also contains some multiple choice questions to find out what
age group people eat out more, on what occasions, with whom, etc.
4.5 SAMPLE DESIGN
Sample Element/ Sample Unit – The target population of this survey was
the customers visiting the outlet of Haldirams
Extent – Delhi & NCR
Time Frame - 40 days
Sampling Technique - For this survey Convenience Sampling technique
has been used.
Sample Size – It is the number of people surveyed. The sample size is 100
4.6 Limitations of the Research
1. The sample size may not adequately represent the total market as it is
very less as compared to the total market size.
2. The study is conducted at Haldirams outlet only which can cause bias in
responses.
3. This study has not been conducted over an extended period of time, it do
not consider any changes due to changes in the sudden needs of the
customer because of some seasonal change or any kind of festivals.
62
CHAPTER – 5
DATA ANALYSIS & INTERPRETATION
Q1. Which age group do you belong to?
? 10 - 20
? 20 - 30
? 30 - 40
? 40 - 50
? 50 - 60
FIG. 1
InterpretationAccording to the survey conducted it has been found that the age group of
20 – 30 visits the outlet the most i.e. 51% of the total sample which is more
then half of the sample thus it shows that the youth prefer to eat out the
most. As the age grows people’s preference to eat out decreases and at the
old age it diminishes as being shown in fig.1.
63
Q 2.How often do you visit restaurant?
? Daily
? Once or more in a week
? Once or more in a month
? Occasionally
FIG. 2
InterpretationAccording to the survey conducted, around half of the people eat out at least
once or more in a week, some of the people eat out once or more in a month,
some of the people eat out occasionally and the remaining people eat out
daily as shown in fig.2. So it tells that people prefer a change from home
cooked food on regular bases.
64
Q 3.What is your restaurant visit budget usually?
? Below Rs.100
? Rs.100- 300
? Rs.300- 500
? Rs.500& above
FIG. 3
InterpretationAccording to the survey conducted majority of people i.e. nearly half of the
people spend between Rs.300 – 500 on per person per visit when they eat
out, rest people spend between Rs.100 – 300, very few people spend below
Rs.100 or Rs.500 & above which means that people in today’s time are
ready to spend more for good food. It is shown in fig.3.
65
Q 4.What are the occasions when you like to have your meals in
restaurants?
?Birthday and other celebrations
?Try something new
? Hang out with friends
? Combinations
FIG.4
InterpretationAccording to the survey conducted, 1/4th of people eat out on birthdays and
other celebrations, few people eat out just to try something new, nearly 1/4 th
people eat out when they hang out with friends and the remaining people say
they eat out in combinations of these occasions as shown in fig.4. So it
shows that mostly people eat out on celebrations or when they are out with
there friends.
66
Q 5.With whom do you visit restaurant?
? Colleagues
? Friends
? Family
?Alone
? Combinations
FIG. 5
InterpretationAccording to the survey some of the people prefer eating out with
colleagues, maximum people prefer to eat out with friends or with their
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family, just very few people eat out alone and rest of the people eat out in
combinations of these like- sometimes with friends, sometimes with family,
etc this is shown in fig.5 which means most of the people don’t prefer to eat
out alone or with their colleagues rather they prefer eating out with their
friends and families.
Q6.Which one do you prefer for sweets?
? Haldirams
? Bikanervala
FIG. 6
InterpretationAccording to the survey conducted majority of the population prefers
Haldirams for sweets and the remaining prefer Bikanervala as shown in fig.6
which means Haldirams is peoples preference for sweets.
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Q7. Which one do you prefer for snacks and fast food?
? Haldirams
? Bikanervala
FIG. 7
InterpretationAccording to the survey more then half of the population prefers Haldirams
for Indian snacks and fast food and the remaining prefer Bikanervala for
Indian snacks and fast food it is shown in fig.7 which means Haldirams
scores over Bikanervala.
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Q8. Whose product quality you find better?
? Haldirams
? Bikanervala
FIG. 8
InterpretationAccording to the survey conducted maximum people feel that Haldirams
product quality is better. Amongst the population surveyed majority of the
people feel Haldirams product quality is better and very few people feel
Bikanervala offers better product quality. It can be seen in fig.8
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Q9.Whose product range is wider?
? Haldirams
? Bikanervala
FIG. 9
InterpretationAccording to the survey conducted half of the population feels Haldirams
product range is wider and rest half feel Bikanervala’s product range is
wider as shown in fig.9 which means both of them are equal in terms of the
product ranges offered by each of them.
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Q10.Whose price range is more affordable?
? Haldirams
? Bikanervala
FIG. 10
InterpretationAccording to survey conducted more then half of the people i.e. 55% people
feel Bikanervala’s prices are more affordable It is shown in fig.10 which
means that people find Haldirams products more expensive and feel it’s out
of their affordability.
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Q11. Whose location and availability suits you more ?
? Haldirams
? Bikanervala
FIG. 11
InterpretationAccording to the survey conducted maximum people feel that Haldirams
restaurants distribution channels are properly channelized over the
restaurants of Bikanerwala restaurants. It can be seen in fig.11
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Q12. Whose employees behavior seems better to you?
? Haldirams
? Bikanervala
FIG. 12
InterpretationAccording to the survey more then half of the population prefers Haldirams
for its employees courtesy and the remaining prefer Bikanervala for
employee behavior it is shown in fig.12 which means Haldirams scores over
Bikanervala.
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Q13.Whose taste you like more?
? Haldirams
? Bikanervala
FIG. 13
InterpretationAccording to survey conducted more then half of the people i.e. 55% people
feel Bikanervala’s products tastes better. It is shown in fig.13 which means
that people find Haldirams products more tasty and relish its products.
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Q14.Which restaurant took less time to serve your order?
? Haldirams
? Bikanervala
FIG. 14
InterpretationAccording to the survey conducted half of the population feels Haldirams
took less time to serve and rest half feel Bikanervala’s is better in timely
service as shown in fig.14 which means both of them are equal in terms of
the timely services offered by each of them.
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Q15.Whose promotional strategies seem better to you?
? Haldirams
? Bikanervala
FIG. 15
InterpretationAccording to the survey conducted majority of the population believes
Haldirams for scores more in advertising and the remaining prefer
Bikanervala as shown in fig.15.
77
Q16.Which restaurants parking facilities you find more?
? Haldirams
? Bikanervala
FIG. 16
InterpretationAccording to the survey conducted half of the population feels Haldirams
parking facilities are better and rest half feel Bikanervala’s is better in
parking facilities as shown in fig.16 which means both of them are equal in
terms of the parking facilities offered by each of them.
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Q17. Whose employees behavior seems better to you?
? Haldirams
? Bikanervala
FIG. 17
InterpretationAccording to the survey more then half of the population believes Haldirams
delivers what it promises and the remaining prefer Bikanervala for its
commitment to and promise fulfilements. It is shown in fig.17 which means
Haldirams scores over Bikanervala in keeping its promises to their
customers at the value which they promise.
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CHAPTER – 6
FINDINGS
1) According to age it has been found that maximum people eating out are
the youth between the age group 20 – 30. As the people grow older and
older they don’t eat out much thus is shows peoples preference to eat out
diminishes in old age because it becomes difficult for them to eat heavy
food offered by the restaurants etc. and old age health problems also do
not allow them to go out and eat.
2) Most of the people prefer to eat out at least once or more then once in a
week. 40% of the total population surveyed said they eat out once or
more in a week. Some of the people said that they eat out once or more in
a month, very few people said they eat out daily and remaining people
said that they eat out occasionally. Thus this shows maximum number of
people prefers to eat out as they get bored with the regular home cooked
food and they feel like eating something different so as to have a changed
taste.
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3) Majority of people said they spend between Rs.300 – 500 on per person
per visit when they eat out i.e. 48% of people. This shows that as the
income levels of people are increasing and there purchasing power is also
increasing so people are ready to spend more if they are getting good
food.
4) Most of the people say that they eat out on birthdays and other
celebrations, very few people say they eat out just to try something new
as they get bored by the home cooked food, few people say that they eat
out when they hang out with friends and maximum people eat out on
combinations of these i.e. they eat out on birthdays and other celebrations
and they also eat on when they feel like trying something new, etc. So it
has been found that generally people eat out on occasions only.
5) Most of the people i.e. 38% of people prefer to eat out only with their
families, 33% of people prefer to eat out only with their friends which
shows people prefer the company of friends and family the most when it
comes to eating out.
6) More then half of the people prefer Haldirams for sweets i.e. 59% .Thus
Haldirams is the choice of people for sweets which shows Haldirams is
more famous for its traditional sweets.
7) For Indian snacks and food 57% of people say they prefer Haldirams So
we can say that Haldirams is preferred over Bikanervala as Haldirams is
having a strong brand image in the market.
8) 58% of the people surveyed say they feel Haldirams product quality is
better then that of Bikanervala. So in terms of product quality also people
81
like Haldirams as Haldirams conduct quality checks from time to time
and focus more on serving the product fresh.
9) In terms of the product range there is a tie between Haldirams and
Bikanervala as 50% of people say Haldirams offer a wider product range
and remaining 50% say Bikanervala offers a wider product range so it
shows both of them offer almost same variety of products and hence they
should introduce new and different products.
10)
People feel that Haldirams prices are higher then that of Bikanervala
as 55% people say that Bikanervala’s price range is more affordable so
Haldirams should lower its prices in accordance with Bikanervala or else
it may loose its customers
11)
More then half of the people likes the taste of Haldirams products
more as compared to Bikanervala
because of the good quality
ingredients used by Haldirams so Haldirams should maintain the taste of
its products in order to maintain its lead.
12)
Maximum people feel that Bikanervala’s outlets are more clean and
hygienic i.e. 62% people so Haldirams will have to take steps to improve
its cleanliness and hygiene as it is one of the most important area to be
maintained by a company dealing in food items.
13)
64% people say that they like Haldirams ambience more so it can be
said that in case of ambience Haldirams is people’s preference as people
like Haldirams interiors and décor more.
14)
In case of location and availability 67% people say Haldirams location
and availability suits them more as Haldirams has more number of outlets
in Delhi and NCR which makes it easily accessible by the people.
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15)
According to the population surveyed majority of people i.e. 82%
people say Haldirams scores more in advertising and promotion as they
regularly advertise in the national dailies and magazines and they also
launch special menu in festive seasons, etc. So it can be said that
Haldirams incur huge amounts on promotional activities.
16)
According to the survey, Haldirams parking facilities are at par with
Bikanerwala restaurants.
17)
As per the population surveyed it is clear that the operating hours of
Haldirams and service charges are better than those of Bikanerwala
restaurants as population in favor of Haldirams is 20% in excess to that
of Bikanerwala.
18)
In case of employees behavior 57% people say Haldirams employees
are more courteous whereas Bikanerwala scores 43% only.
19)
In terms of the service delivery time there is a tie between Haldirams
and Bikanervala as 50% of people say Haldirams takes less service time
and remaining 50% say Bikanervala offers is better in timely service so it
shows both of them offer timely delivery.
20)
Around 57% of hadirams restaurants are able to deliver the value what
they promise whereas Bikanerwala scores just 43%.
83
84
CHAPTER – 7
RECOMMENDATIONS
In this research it has been found that as compared to Bikanervala,
Haldirams has a strong brand image in front of its customers and people like
their food and sweets over Bikanervala but there is a very close competition
between the two Haldirams is ahead of Bikanervala by just few percents
only. So if Bikanervala works towards improving its brand image and
product quality it can easily capture Haldirams customers.
Haldirams should take steps to maintain its position in the market? Haldirams should continue to maintain its quality standards as people
like them for there high quality products.
? Haldirams should keep its prices according to their customers
affordability
? It should introduce new products from time to time so that its product
range gets wider than its competitors.
? Haldirams management should keep a strong check on its cleanliness
staff and should see that the hygiene is maintained at the outlets.
? Haldirams should focus more on advertising and promotion so that the
target market gets to know about its latest offerings, seasonal
products, festive offers, etc.
? Haldirams should also open more outlets in Delhi near main markets
so that people could reach there outlets easily and there customers will
increase and they can also start free home delivery services in areas
nearby there outlets.
85
BIBLIOGRAPHY
BOOKS
? C.R. KOTHARI,” Research Methodology”, VISHWA PRAKASHAN
Publishing Printed in India, Bangalore, Year1998.
? PHILIP KOTLER,” Marketing Management, Ninth Edition”, Prentice
Hall, Printed In India, Year 1999.
WEBSITES
? www.Haldirams.com
? www.bikanervala.com
? www.wikipedia.com
? www.google.com
? www.encyclopedia.com
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ANNEXURE
QUESTIONNAIRE
Personal Details:
Gender: M ?
F?
Marital Status: Married ?
Unmarried ?
Profession: …………………….
Children:-………………………
Note: - Please tick mark (?) in the box
Q1.Which age group do you belong to?
? 10 - 20
? 20- 30
? 30 - 40
? 40 - 50
? 50 - 60
Q 2.How often do you visit retaurant?
? Daily
? Once or more in week
? Once or more in a month
? Occasionally
Q 3.What is your restaurant visit budget usually?
? Below Rs.100
? Rs.100- 300
? Rs.500-1000
? Rs.1000 & above
? Rs.300-500
Q 4.Name some special occasion when you like to have your meals in
restaurant?
?Birthday and other celebrations
?Try something new
? Hang out with friends
? Combinations
87
Q 5.With whom do you visit restaurant?
? Colleagues
? Friends
? Family
?Alone
? Combinations
Q6. Which one do you prefer for sweets?
? Haldirams
? Bikanervala
Q7. Which one do you prefer for snacks and foods?
? Haldirams
? Bikanervala
Q8. Whose parking facilities you find satisfactory?
? Haldirams
? Bikanervala
Q9. Whose product quality you find better?
? Haldirams
? Bikanervala
Q10.Whose product range is wider?
? Haldirams
? Bikanervala
Q11.Whose price range is more affordable?
? Haldirams
? Bikanervala
Q12.Whose taste you like more?
? Haldirams
? Bikanervala
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Q13.In your opinion which one is more clean and hygienic?
? Haldirams
? Bikanervala
Q14.Whose ambience you like more?
? Haldirams
? Bikanervala
Q15.Whose location and availability suits you more?
? Haldirams
? Bikanervala
Q16.Whose promotional strategies you find better?
? Haldirams
? Bikanervala
Q17.Whose operating hours and service charges were convenient for
you?
? Haldirams
? Bikanervala
Q18. Whose employee behavior seems better to you?
? Haldirams
? Bikanervala
Q19. Which restaurant took less time to serve your order?
? Haldirams
? Bikanervala
Q20. Which restaurant among the two you believe to deliver the value
what it promises?
? Haldirams
? Bikanervala
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Q21. Which restaurant provided with you extra quantity of
supplementary items?
? Haldirams
? Bikanervala
90
ATTENDANCE FOR SUMMER TRAINING PROJECT REPORT
NAME OF THE STUDENT
CLASS
ROLL NO.
NAME OF THE SUPERVISOR
S.NO.
DATE
TIME
:
:
:
:
PROGRESS OF
REPORT(REMARK)
SIGNATURE
OF
STUDENT
SIGNTURE
OF
SUPERVISOR
[Dr. G.K. Varshney]
Project Guide
91
EVALUATION SHEET FOR SUMMER TRAINING PROJECT
REPORT
STUDENT’S NAME
: ___________________________________
ROLL NO.
: ____________________________________
EVALUATOR’ FEEDBACK: ____________________________________
_____________________________________
_____________________________________
_____________________________________
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: YES/NO (Please Tick)
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: ______________________________________
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DATE: ______________________
92
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