A comparative analysis regarding level of customer satisfaction between Haldiram’s and Bikanervala

Major Project Report

on

“A comparative analysis regarding level of customer satisfaction between Haldiram’s and Bikanervala”

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

Ms. Puja Narang

Abhineet Singh Kukreja

Roll No.:10413701712

Batch: 2012-15

Nurturing Excellence

Institute of Information Technology & Management,

New Delhi–110058

Batch (2012-2015)

Certificate

I, Mr. Abhineet singh kukreja Roll No. 10413701712 certify that the Project Report /Dissertation

(BBA-310) entitled “A comparative analysis regarding level of customer satisfaction between

Haldiram’s and Bikanervala.” is done by me and it is an authentic work carried out by me at

Institute of Information Technology and Management.. The matter embodied in this has not

been submitted earlier for the award of any degree or diploma to the best of my knowledge and

belief.

Signature of the Student

Date:

Certified that Projrct Report (BBA-310) entitled “A comparative analysis regarding level of customer

satisfaction between Haldiram’s and Bikanervala..” done by Mr. Abhineet Singh Kukreja, Roll No.

10413701712, is completed under my guidance.

Signature of the Guide

Date:

Name of the Guide: Ms. Puja Narang

Designation:

Address:

Institute of Information Technology & Management, New Delhi-110058

Countersigned

Director/Project Coordinator

ACKNOWLEDGEMENT

The present work is an effort to throw some light on “A comparative analysis regarding level of

customer satisfaction between Haldiram’s and Bikanervala”. The work would not have been

possible to come to the present shape without the able guidance, supervision and help to me by

number of people,

With an overwhelming sense of gratitude, I acknowledge the valuable guidance and consistent

encouragement extended to me by our knowledgeable faculty members like Ms. Puja Narang with

whose guidance, I am able to accomplish this endeavor. Their technical acumen and years of

experience have provided me with crucial inputs at a critical stage.

I also extend my heartfelt thanks to my family and friends for their support directly or indirectly

provided to me.

Abhineet Singh Kukreja

Table of Contents

S No Topic Page No

1. Certificate (s) -

2. Acknowledgements -

3. Assignment Directive -

4. List of Tables -

5. List of Figures -

6. List of Symbols -

7. List of Abbreviations -

8. Executive Summary -

9. Chapter-1: Introduction 1.

10. Chapter-2: Literature Review 28.

11. Chapter-3: Methodology 33.

12. Chapter-4: Data Analysis and Interpretation 36.

13. Chapter-5: Findings and Conclusion 55.

14. References/Bibliography 62.

15. Appendices 63.

LIST OF TABLES

Table No Title Page No

1.1 Difference between Haldiram and Bikanervala 27

4.1 Awareness of Haldiram and Bikanervala food chain 37

4.2 How often do you eat out 38

4.3 Occasion of eat out 40

4.4 Which one do you prefer for sweets 42

4.5 Which one do you prefer for sweets Indian snacks and

fast food

43

4.6 Which one do you prefer for Namkeen 44

4.7 Whose product quality do you find better 45

4.8 Whose product range is wider 46

4.9 Whose price range is more affordable 47

4.10 Whose taste you like more 48

4.11 In your opinion which one is clean and hygienic 49

4.12 Whose ambience you like more 50

4.13 Whose location and availability suits you more 51

4.14 Which one scores more in advertising and promotion 52

4.15 Whose services do you like more 53

4.16 Who is best in your view 54

LIST OF FIGURES

Figure No Title Page No

1.1 Haldiram Logo 2

1.2 Haldiram Past 3

1.3 Haldiram present 4

1.4 Haldiram Future 4

1.5 Awards and acheivement 7

1.6 Haldiram gift pack 13

1.7 Bikanervala logo 15

1.8 Bikanervala Certificates 23

1.9 Bikanervala gift packs 25

4.1 Awareness of Haldiram and Bikanervala food chain 37

4.2 How often do you eat out 38

4.3 Occasion of eat out 40

4.4 Which one do you prefer for sweets 42

4.5 Which one do you prefer for sweets Indian snacks and fast food

43

4.6 Which one do you prefer for Namkeen 44

4.7 Whose product quality do you find better 45

4.8 Whose product range is wider 46

4.9 Whose price range is more affordable 47

4.10 Whose taste you like more 48

4.11 In your opinion which one is clean and hygienic 49

4.12 Whose ambience you like more 50

4.13 Whose location and availability suits you more 51

4.14 Which one scores more in advertising and promotion 52

4.15 Whose services do you like more 53

4.16 Who is best in your view 54

EXECUTIVE SUMMARY

The study of this project is to understand the customer satisfaction between Haldiram and

Bikanervala.

Haldiram’s is one of India’s largest sweets and snacks manufactures, based in Nagpur, India.

It was founded in 1973 by Gangabisenji Aggarwal, as retail sweets and namkeens shop in

Bikaner, Rajasthan, India.

Bikanervala was started in 1950, when a large family of traditional halwais from the famous

city of Bikaner decided to explore business opportunities beyond Rajasthan. They migrated to

Delhi and brought with them a treasure of traditional recipes perfected by their forefathers.

The main objective of the comparative study between Haldiram and Bikanervala is to

compare and understand the competitive market between them on various factors like taste,

product variety, product quality, cleanliness, price, availability, ambience (environment),

advertising & promotion and services and also which is more preferable by consumers for

namkeens, sweets and snacks

In this research, it has found that as compared to Bikanervala, Haldiram’s has a strong brand

image in front of its customers and people like their sweets and food over Bikanervala but

there is very close competition between the two companies i.e. Haldiram’s and Bikanervala.

The Haldiram’s is ahead of Bikanervala by just few steps away. So, if Bikanervala works

towards improving its brand image and product quality it can easily capture Haldiram’s

customers.

Limitation of project:

1. The universe study is NCR. The result of this study shouldn’t be generalized with any

other part of NCR or of the country or whole Indian at large.

2. Study was limited to institutional outlets stocking in NCR.

3. Information collection took so many days.

4. The amounts of sales or sales volume may different in different months.

Recommendation of project:

Company should consider the problems of retailers and canteen’s owner.

1. Company should problems of distributors.

2. Resettlement of dispute like non payments and wrong commitment problems is

necessary by another executive.

3. Stand should be provided to needy retailers because another company’s executive

creates problem.

Introduction

1

Haldiram’s

Don’t eat at home today; always in good taste

Figure no 1.1 Haldiram logo

Company Profile

Haldiram's Food International Limited today is recognized as a Star Export House, by the

Directorate General of Foreign Trade, a department working under the Ministry of

Commerce, Government of India.

Haldiram’s is one of India’s largest sweets and snacks manufactures, based in Nagpur, India.

It was founded in 1973 by Gangabisenji Aggarwal, as retail sweets and namkeens shop in

Bikaner, Rajasthan, India.

Haldiram's has its roots established in 1937 in the form of a small retail Sweet & Namkeen

shop in Bikaner, Rajasthan, and a small but significant town in the Thar Desert. Shri

Shivkisan Aggarwal, the founder of Haldiram’s always cherished the dream of building an

empire, manufacture traditional sweets/ Namkeen, leave a mark on every occasion and get

close to the heart of the common man.

2

This dream was realized with shifting of its base to Nagpur in 1970. For the first time people

heard of a factory that was operating to manufacture Sweets & Namkeen. A model plant of

its times was set up at: - Haldiram's House; 880, Small Factory Area, Wardhaman Nagar,

Nagpur. In a very short span 'Haldiram' developed into a brand and became an inseparable

part of every occasion.

This was followed by a chain of retail outlets & showrooms. The product lines were

expanded to match the taste of various segments of the society. Sweets and Namkeen were

there properly presented in more durable and commercially viable packaging. This fetched an

overwhelming response and in 1997, Haldiram's forayed into milk and milk product industry

with products such as Khoya, Ghee & Butter Milk, the manufacture of Extruded foods such

as vermicelli and 3-D Snacks.

Past

Figure no 1.2 Haldiram past

Haldiram’s began as a tiny shop in Bikaner, the land as farmed for its savories as for its

leather-faced pipe players and fierce warriors. By 1982, Haldiram’s had set up shop in Delhi

and the capital had begun to stop by and take note of the savories and sweets. It was word of

mouth that grew the business manifold over the next decade till Haldiram’s came to stand for

a food company that was synonymous with taste, hygiene and innovation.

USA was the first market they started exporting to large Indian population there.

3

Present

Figure no 1.3 Haldiram Present

Today, Haldiram’s is a 4 million dollar brand that is a familiar sight on shelves across the

USA, UK and Middle East, NRIs carry back packets of Haldiram’s along with the farewells

and nostalgia.

For over 65 years now, they have been unifying the palate of India. It has not been the

simplest tasks; as India speaks different tongues and has different taste buds. However, today,

they are a name that has become synonyms with taste and quality not only in India but in the

world over.

Future

Figure no 1.4 Haliram Future

They plan to leverage our equity in the domestic and international market to become a food

corporation with not just branded products under their belt but also restaurants, retail chains

and a wide portfolio that includes such diverse products as milk based and noodles.

In the future, they hope to be in places such as Algeria, Jordan, Yemen, Taiwan, Columbia,

Cyprus, Ukraine, Tunisia, Egypt, Libya, Armenia, West Indies, Sweden, Finland, and

Trinidad and Tobago.

4

Today they exporting $600 mn products and hope to sustain a 40% growth over the next 5

years. They have also invested considerably in an advanced processing and packaging unit,

which enables us to marry tradition with technology.

Mission & Visions

Mission

They strive to be global leaders and providers of world class authentic and premium

Indian food & food & snacks. Haldirams is committed to supplying its customers with

the finest, high-quality products and thereby nourishing the experience of everyone

they serve.

Vision

Haldiram becoming a leading food corporation with diverse range of food and snacks

products. They would endlessly work towards creating a brand means taste and

hygiene. Along with being the premier food company they also look forward to be the

best in terms of consumer value and customer service.

Growth

They are going at a rate of 40% in the international market and are

confident of maintaining the pace for the next 5 years. To keep up

with incessant demand they have increased their production

capacities considerably.

Presently they have 4 plants in and around Delhi that produce 50

tons of namkeens, 20 tons of chips and other fun food and 5 tons of tinned sweets and soan

papdi on a daily basis. Two more production units are coming up which will not only

increase capacity but also makes it possible for them to introduce new product lines.

5

When they started exporting in the year 2001, their figures stood at $ 1.7 mn. Today they

export products to the tune of $ 6.00 mn and hope to sustain a 40% growth over the next 5

years. This is why they have increased their production capacity to keep pace. Today, they

have four state of the art plants that can churn out 50 tons of quality traditional namkeens, 20

tons of non-traditional branded products and 5 tons of sweets in a day.

Quality

There is a strong emphasis on international standards of manufacturing and quality control.

There product taste like they have arrived fresh out of granny’s kitchen with hygiene. They

are the perfect combinations of vintage India as well as modern India.

They have regular laboratory check to ensure that the quality checks at every level from law

material to finished products. They have emphasis on waste management, water and energy

conservation.

Awards and Achievement

Haldiram’s is an ISO 9002 and HACCP recognized company with several awards under our

belt.

INTERNATIONAL AWARD FOR FOOD & BEVERAGES awarded by Trade

Leaders Club in Barcelona, Spain in 1994.

KASHALKAR MEMORIAL AWARDS presented by All India Food Preservers

Association in 1996 at its Golden Jubilee Celebration for manufacturing the best

quality food products.

BRAND EQUITY AWARD 1998 was awarded by Progress Harmony Developed

Chamber of Commerce & Industry in recognition of creating a successful Indian

Brand.

6

APEDA EXPORT AWARD 2001- 2002 was awarded by Agriculture & Processed

Food Product Exports Development Authority for outstanding contribution to the

promotion of Agriculture & Processed Food Products during the year 2001-2002.

International Food award from TROFEO International Alimentation of Barcelona,

Spain (1999).

Shri Shiv kishanji Aggarwal, Chairman of Haldiram's Group has also received a

regional award, titled "VIDARBHA GAURAV PURASKAR".

Figure no 1.5 Awards and Achievement

Restaurants

Haldiram run over 20 restaurants in Delhi and NCR region serving over 100,000 people

every day. The open snack menu of Haldiram is an elaborate selection of exotic and ethic

Indian delicacies served fresh and a perfect excuse for a housewife to escape routine cooking.

The company established restaurants in Delhi. The restaurant devised an innovative strategy

to increase its business. It facilitated people who were traveling by train through station to

order food from places where stockiest of Halidrams unit were located.

The company established restaurants in Delhi. The restaurant devised an innovative strategy

to increase its business. It facilitated people who were traveling by train through station to

order food from places where stockiest of Halidrams unit were located.

7

Haldiram’s restaurants in Delhi also used innovative ways to attract customers. The

restaurant located at Mathura road had special play area for children. To cater to NRI’s and

foreign tourists, who hesitated to consume snack foods sold by the roadside vendors since it

was not prepared in a hygienic manner, the Haldiram’s restaurant located in South Delhi used

specially purified water to make snack foods including Pani Puri and chat papri. These

promotional strategies helped Haldiram’s to compete effectively with local restaurant chains

such as Nathus, Bikanervala and Aggarwal and with western fast food chains such as

McDonald’s and Pizza Hut.

Products

Frozen Foods

Namkeens

Sweets

Cookies

Sherbets

Minute Khana(Microwaveable Food)

Papads

Pani Puri

Bell Puri

Chips

Royal Temptations

Gujarati Snacks

South-Indian Snacks

Nimbu Masala

8

Haldiram’s Brand

Haldirams

Minute Khana

Royal Temptations

Southern Delights

Tactic

Boletus

Whoopi’s

Baked Bites

Competitors

The major’s competitions of Haldiram’s are Bikanervala, Frito Lays, MTR, and Unorganized

Sector. The main competitor of Haldiram is Bikano (Bikanervala brand). There are three

level of competition for Haldiram’s i.e. Brand, Industry and Form.

Levels of competition

Brand Bikano, Frito Lays, MTR, Lehar

Industry Differentiated oligopoly

Form Samosa, Kachori, Burgers, Pizzas, Bakery Items Etc.

Brand Competition

Brand competition includes other companies offering similar products and services to the

same customers at similar prices. Companies like Bikano, Frito lays, Lehar are selling

namkeens along the same line as Haldiram’s, are considered as brand competition.

9

Industry Competition

The namkeens industry is essentially made up of a few players producing the same product

partially differential along the lines of quality, packaging and services. This means that the

namkeens follow the pattern of “differential oligopoly”.

Form Competition

Form competition means that competitors who produce item that supply the same service. In

case of Haldiram’s, it faces stiff competition from samosa, kachoris etc and other like pizzas,

burgers, bakery items as people tend to substitute namkeens very easily with these products.

Globalization

Haldirams is India’s oldest and most trusted FMCG brand in business of exotic and ethnic

Indian food. Haldirams headquartered in New Delhi is world's biggest Indian Food Company

with specialty delicacies being sold and served in over the world.

10

Haldiram's enviable legacy of quality snack food is India's pride and Global interest of

priority. Producing 100% Vegetarian Food, Haldirams core brand priority is to promote

'Vegetarianism' globally.

The International Taste

In its mission to make available Sweets, Salted Snacks, Savories and Pappadam globally

through well established marketing networks, Haldiram's developed a new range of products

under the brand name "MO'PLEEZ" covering Vermicelli, Macaroni and 3-D Pellets

manufactured on state-of-the-art Italian Machinery. Presently, we export products to Canada,

Australia, New Zealand, Italy, Sri Lanka, United States of America, Malaysia, Poland,

Singapore, Hong Kong, Qatar, Mauritius, South Korea, South Africa, United Kingdom, Saudi

Arabia, United Arab Emirates and many more developed countries.

International Memberships

Snack Food Association (SFA), Virginia, USA

European Snack Association (ESA), London, UK

International Association Of Amusement Park Attractions, Alexandria, USA

Director and members

Haldirams is a family run enterprise ever since. Haldirams is a company full of strong,

talented individuals starting with the company leadership. Get to know the inspiring people

helping lead Haldirams on its performance-led journey. The company is steered largely by its

two directors:

Mr. Manohar Lal Aggarwal

11

Chairman & Managing Director

Haldirams Group of Companies

[email protected]

Mr. Madhu Sudhan Aggarwal

Chairman & Managing Director

Haldirams Group of Companies

[email protected]

Corporate Office

Haldiram Group of Companies

B1/H3, Mohan Cooperative Industrial Estates

Main Mathura Road New Delhi 110044

Phone: +91-11-28898010, 28898011, 4524100

Email: [email protected]

12

Haldiram’s gift pack

13

Figure 1.6 Haldiram gift packs

14

SWOT AnalysisBikanervala

Sab Khaate Hain

Figure no 1.7 Bikanervala logo

Company Profile

Bikanervala is one India’s most prominent families in the business of traditional hospitality

products like sweets and namkeens.

15

StrengthStrong brand

nameVariety of products

WeaknessLess advertising

Outlets are limited

ThreatsIncreased

competition Changing taste of

people OpportuntyExpand the

hotel businessIncrease the number of

outletsHaldirams

Bikanervala Foods Pvt. Ltd. is an ISO 9001:2000, HACCP and SQF 2000 certified company

with a chain of 88 outlets in India and aboard, serving vegetarian North Indian, South Indian,

Continental, Chinese cuisine and Fast Food along with a vast variety of traditional Indian

sweets and snacks.

Bikanervala was started in 1950, when a large family of traditional halwais from the famous

city of Bikaner decided to explore business opportunities beyond Rajasthan. They migrated to

Delhi and brought with them a treasure of traditional recipes perfected by their forefathers.

Bikanervala is running outlets at Delhi and NCR, Agra, Lucknow, Meerut, Allahabad,

Ahmadabad, Hyderabad and Jalandhar. Currently, it has 18 company-owned and 20 franchise

outlets. The total business generated from franchising stands at 50 per cent.

The USP of Bikanervala is committed to hygiene and standardized quality. It has achieved

the unique distinction of becoming the first Indian company in its category to have been

granted ISO-9001:2008 certificate.

Concept/Brands

Bikanervala has three brands or concepts of food. They are as following:

Bikanervala

The traditional Indian sweet shop cum restaurant, here

you can find the pleasure & warmth of traditional

Indian sweets, namkeens, chat & snacks and 100%

pure Vegetarian multi cuisine restaurant which is served & delivered with passion and

celebration.

Bikanervala concept always has been to innovate and yet maintain the original flavor

of traditional Indian food with primary focus on quality, hygiene and affordability.

16

Customer satisfaction is on top at Bikanervala. Bikanervala showrooms are located in

India, Nepal, and UAE & New Zealand.

Bikano

Bikano is our international brand of packaged sweets, namkeens, papad and sherbets

manufactured according to the world standards of hygiene and

quality.

Its packaged products have always been big attractions of

customers in both India and abroad. Its food products like namkeens, cookies and

syrups have made it the most preferred in between meal snack all over the world.

It’s concept of constant innovation through the use of modern technology for

packaging retains its original flavor for maximum time period.

It’s vast variety of product are available in Bikanervala and Bikano Chat Café outlets

and also in super markets in India and Aboard.

Bikano Chat Café

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 fast food restaurants and Tuck Shops serving traditional Indian Chat,

Combo Meals, Burger, Pizza and Snacks in a modern hygienic environment.

Their main focus has been to provide packaged traditional foods at an affordable price

to their customer groups are located in corporate houses, mall, and exhibition stalls

etc.

Their innovative menu and state-of-the-art manufacturing and delivery systems

ensures original flavor from kitchen to customer.

History

17

Tradition taste that goes back several generations, recipes that have been handed down as

precious family treasures from one generation to another, a definitive will to bring good taste

to a larger audience and an almost missionary zeal to create an everlasting imprint.

Fifty years ago, two brave sweet makers made the journey from their home town Bikaner to

India’s bustling capital city. They brought with them secrets of sweets making as their capital

and an enthusiasm to present a very different culinary experience to the people who till now

were exposed to very different kind of savories.

They started small with a shop in Old Delhi’s Moti Bazaar. Soon, their unique taste of the

‘Bhujiya’ and ‘Moong Ki Dal ka Halwa’ found many discerning patrons. Their reputation

spread like the lavish aroma of their credible creations and slowly but surely Bikanervala

grew into a name easily recalled and referred for every celebrations or even a small snack.

The main ingredient of their success was the untiring work ethic and unwavering

commitment to quality that the family blended so well with their traditional forte. In its own

little way, Bikanervala has contributed to the history of Delhi. Around thirty two years ago,

the introduced the city to its first, incredible taste of Kaju katli – a sweet that is almost for

every celebration now.

From Bikaner to the hearts and minds of people across India and the world, it has been a

heartwarming journey for Bikanervala. A sweet aroma of success that will envelope many

more in its fold in upcoming time.

Quality and Motive

At Bikanervala, our basic motive is to offer best services and quality to satisfy our customers

throughout the globe. Quality is our passion and this spirit has transformed the traditional

Indian sweet-maker into a full-fledged processing food industry.

18

Vision

Our vision is to promote India and Indian heritage, culture and cuisine worldwide. We are

focusing on customizing Indian food for the Global Market. Good taste takes time to develop.

Exclusive recipes go through subtle evolution to become timeless classics. Tradition melds

into modernity while still keeping its character intact. Bikanervala is the true essence of the

coming together of a grand heritage with innovative energy.

It has taken over half a century of focused growth and driven purpose to transform

Bikanervala from a traditional sweets and snacks maker to a brand universally recognized as

a symbol of great quality and exceptional taste.

Today, the 35 Bikanervala outlets spread across India are beacons of a fresh approach to

eating out that combines the best of centuries old recipes with modern technology.

Bikanervala outlets can be found in Delhi, UP, Haryana, Gujarat, & Andhra Pradesh, Abroad.

They have already spread the good cheer and taste and ambassadorship to Nepal, UAE, New

Zealand and Singapore.

Business model

Hygiene, purity of ingredients, totally vegetarian products is the core tenets by which the

organization operates. Bikanervala has efficiently married the art of traditional cooking with

the science of modern retail to create a fast food delivery model that reflects contemporary

expectations.

The group is growing at a fast clip with a turnover of $100 million. It is intent on diversifying

and creating new delivery formats. Its packaged products brand Bikano is established as a

preferred choice in sweets, savories, meals and snacks.

19

Today, Bikanervala commitment to quality and professionalism has found global recognition.

Pepsi has partnered with the organization for its Indian namkeens product line. The

organization is now scaling to create a global footprint and deliver the same great experience,

quality of product and traditional panache to a world-wide audience.

The group has pioneered 100 small chat café outlets in Delhi NCR by brand Bikano Chat

Café. In addition, the group has opened two fine dining restaurants in Hyderabad & Noida

and a hotel in Hyderabad. They are focused on achieving its vision through hard work,

commitment and a focus on making customer satisfied through food that is healthy and

surprisingly tasty.

Growth and expansion

During 2009-2010, Bikanervala has opened outlets in cities like Hyderabad and Ahmadabad.

The company plans expands in tier II and III cities via franchising in the 2013. Among

international projects, the company is running outlets in Dubai, Kathmandu, New Zealand

and London and plans to expand further in the countries.

Bikanervala is planning to invest Rs 250 crore over three years to open more restaurants and

increase production capacity. Under the plan, the company will invest up to Rs 150 crore in

adding 60 new restaurants across the country. It will add 10-12 new restaurants every year.

The company already has 40 restaurants in India, spread across north India, and Ahmadabad

and Hyderabad.

The rest, Rs 100 crore, will be utilized in ramping up production capacity at a plant in

Haryana. It will also set up a new plant that is expected to come up in Greater Noida.

Competitors

20

The major’s competitions of Bikanervala are same as Haldiram’s. They are Haldiram’s, Frito

Lays, MTR, and Unorganized Sector. The main competitor of Bikanervala is Haldiram’s

mainly with the brand “BIKANO”.

These companies offering similar products and services to the same customers at the similar

or same price. The namkeens industry is essentially made up of a few players producing the

same product partially differential along the lines of quality, packaging and services.

Globalization

Today, Bikanervala commitment to quality and professionalism has found global recognition.

The organization is now scaling to create a global footprint and deliver the same great

experience, quality of product and traditional panache to a world-wide audience. The

company is running outlets in Dubai, Kathmandu, New Zealand and London.

They have already spread the good cheer and taste and ambassadorship to Nepal, UAE, New

Zealand and Singapore.

The countries having Bikanervala outlets are Canada, USA, United Kingdom, Germany,

China, Middle East Europe, Sri Lanka, Singapore, Thailand, Malaysia, Australia and New

Zealand.

There are two maps showing distribution of Bikanervala in world and in national territory.

21

Products

Chats and Snacks

Mini Meals and Combo

Curries and Breads

22

South Indian

Chinese

Pizza and Sandwiches

Shakes and Kulfis

Desserts

Sweets

Namkeens

Syrups

Bakery

Directors and Members

Mr. Manish Aggarwal

Director

Bikanervala Foods Pvt. Ltd

Mr. Shyam Sunder Aggarwal

Managing Director

Bikanervala Foods Pvt. Ltd

Certifications

Today the BIKANO product quality is recognized the world over. Bikanervala Foods Pvt.

Ltd. is a UL Registered Firm and has been awarded ISO 9001:2008, HACCP & SQF 2000

CM.

23

Figure no 1.8 Bikanervala Certificates

Corporate Office

Bikanervala Foods Private Limited

A-28, Lawrence Road Industrial Area, New Delhi - 110035 (India)

Phone: +91-11-47006700 (30 Lines), 27151607, 27151612,

27151614 and 27105958

Fax: +91-11-27196893

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Bikanervala Gift Pack

Figure no 1.9 Bikanervala gift packs

25

SWOT Analysis

26

StrengthStrong brand

nameStrong

distribution network

WeaknessLimited outlets

Strong competition from unorganised

sector

ThreatsHealth

consciousness amongst people

Increase in cost of raw materials

OpportuntyIncrease its

outletsLaunch

products for health

conscious people

Bikanervala

Difference between Haldiram and Bikanervala

Haldiram Bikanervala

1. Haldiram’s has 18 outlets in Delhi

and NCR.

2. Haldiram’s has larger market share

than the Bikanervala.

3. Haldiram’s has very wide product

range.

4. Haldiram’s is quite expensive and

not afford by all.

5. Haldiram’s is a big exporter of

namkeens to outside the India.

6. Haldiram’s is not spending

advertisement and promotion.

7. Haldiram has less holding on gifts

packs as compare to Bikanervala.

1. Bikanervala has 13 outlets in Delhi

and NCR.

2. Bikanervala has less market holding

than the Haldiram.

3. Bikanervala has less product range.

4. Bikanervala prices are affordable as

compare to Haldiram.

5. Bikanervala is an also an exporter but

comes after the Haldiram.

6. Bikanervala is spending on

advertisement and promotion.

7. Bikanervala has good holding on

gifts packs as compare to Haldiram.

Table no 1.1 Difference between Haldiram and Bikanervala

27

Literature Review

28

A literature review is a text written by someone to consider the critical points of current

knowledge including substantive findings, as well as theoretical and methodological

contributions to a particular topic. Literature reviews are secondary sources, and as such, do

not report any new or original experimental work. Also, a literature review can be interpreted

as a review of an abstract accomplishment.

Most often associated with academic-oriented literature, such as a thesis or peer-reviewed

article, a literature review usually precedes a research proposal and results section. Its main

goals are to situate the current study within the body of literature and to provide context for

the particular reader. Literature reviews are a staple for research in nearly every academic

field.

Pankaj Deshwal, Sahil Khanna (2013) on Service Experience and Consumer

Satisfaction in Restaurants in delhi :

The purposes of this research are: to validate the Otto and Ritchie (1995) instrument in

restaurant/Indian setting; to assess service experience of restaurant customers in Delhi; and to

suggest working on areas of dissatisfaction. This study was conducted in west part of Delhi.

Descriptive statistics were analyzed using SPSS version 20.0 of software. 200 customers

were surveyed on basis that they at least visited the restaurant once in ten days and on basis

of convenient. The cross-sectional design was employed to collect the necessary data in order

to cover the width of the sensitivity that people of different demographic profiles had to

customer service. Questionnaire document equipped with 17 questions. Ordinal scale was

used test the sensitivity. It also seeks to get data on the respondent's personal information.

Judgmental and convenience sampling method were employed. “Kaiser-Meyer-Olkin”

29

(KMO), “Bartlett’s test of sphericity”, cronbach’s alpha and exploratory factor analysis was

conducted. The investigation has been capable of generating useful implications for the

restaurant service providers. This instrument may be considered by the managers of

restaurants to know where they stand. The factors and items of the instrument may be helpful

for marketers when they decide marketing strategy (segmentation, targeting, marketing mix

and positioning). These dimensions are also important when managers develop their

competitive strategy.

Ms. Latha. K.,(2014 )A Study on Consumer Perception and Satisfaction Towards

Restaurants in Coimbatore City

One consumer would in general have different consumption behaviors or preferences from

another. He may spend money on computers and technical books, while the other may spend

on clothing and food. Availability of this information on consumer perception will be of great

value to a marketing company, a bank, or a credit card company who can use this information

to target different groups of consumers for improved response rate or profit. By the same

token, information on consumption preference of the residents in one specific region can help

business in planning their operations in this region for improved profit. Therefore, it is very

important to have a tool that can help to analyze consumer’s behaviors and forecast the

changes in purchase patterns and changes in purchase trend.

Objectives of the study

The following are the objectives formulated for the purpose of the study

• To examine the awareness of respondents about the Restaurants.

• To study the respondents perception about the various aspects of the Restaurants.

• To find out the reasons for preferring a particular restaurant.

30

• To analyze the level of satisfaction of consumers towards the services provided by the

Restaurants.

• To provide suitable suggestions on the basis of results of the study.

Kota Neel Mani Kanta, P Srivalli (2014) “A Study on Service Quality in Indian

Restaurants with Decision- and Experiential-Oriented Perspectives”

Using the decision- and experiential-oriented perspectives as theoretical guides, this article

reported an empirical assessment of service quality in restaurant operations. We proposed and

tested a conceptual model of service quality using structural equation modeling. Using data

from a sample of 284 customers from two large full service restaurants in southern India, we

investigated the relationships of service quality, customer satisfaction, and frequency of

patronage. The results supported the significant links between service quality and customer

satisfaction, service quality and repeat patronage, but not customer satisfaction and repeat

patronage. The study has provided important insights into service quality and customer

satisfaction in the field of restaurant operations.

Abadh Jibi Ghimire (2012) on Service quality and customer satisfaction in the

restaurant business:

This thesis was done in Vantaa, in the Nepalese restaurant Sagarmatha located in

Helsinki. The working life instructor of the thesis was Purna Chandra Adhikari, the

manager of the Restaurant Sagarmatha. The aim of the thesis was to give quality

service and make the customer satisfied. In the food industry there are fewer

opportunities for building up competitive benefits unless knowledge applying to the

31

business environment is analyzed. Meantime, there is price pressure caused by the

absence of opportunities for product differentiation, product identification and product

acquaintance, particularly in Finland. At the moment, there are more than six

hundred ethnic restaurants in Helsinki only, and Vantaa, as a gateway to Finland,

has more than fifty ethnic restaurants.

32

Methodology

33

RESEARCH METHODOLOGY

Research methodology is the process used to collect information and data for the data of

making business decisions. The methodology may include publication research, interviews,

surveys and other research techniques and could include both present and historical

information. It is systematic analysis of the methods applied to a field of study.

Research Objective

The main objective of the comparative study between Haldiram and Bikanervala is to

compare and understand the competitive market between them on various factors like taste,

product variety, product quality, cleanliness, price, availability, ambience (environment),

advertising & promotion and services and also which is more preferable by consumers for

namkeens, sweets and snacks.

Data source

For this research study primary data as well as secondary data is collected.

Primary Data

Primary data is the first hand collected data by means of surveys, observations or

experimentations. In it, primary data is collected is collected from the customer

through questionnaire.

Secondary Data

Secondary data is the data collected by other and used by some else for different

purpose of work. In it, secondary data is collected from websites.

34

Questionnaire Design

A questionnaire is a series of questions asked to the customers to obtain the information

about the same topic.

The questionnaire is a closed ended questionnaire includes questions that limit respondents

with a list of answer choice from which they must choose to best answer given in the form of

MCQ. It is related to the Haldiram and Bikanervala companies in order to find out which

company is more preferable by the customer in different different aspects.

Sample Design

Area - Delhi

Time taken - 25 days

Method of data collection - Questionnaire

Sample size - 50

35

Data Analysis and

Interpretation

36

DATA ANALYSIS & INTERPRETATION

1. Are you aware of Haldiram and Bikanervala food chain?

Yes No

Brand Awareness No of respondent Percentage(%)

Yes 50 100

No 0 0

Total 50 100

Table no: 4.1 Awareness of Haldiram and Bikanervala food chain

Figure no: 4.1 aware of Haldiram and Bikanervala food chain

Interpretation:-

According to survey conducted it has been found that the out of 50 people everybody each

and every person is aware of Haldiram’s and Bikanervala food chain. Everyone is aware of

such food chain and its food products as shown in the above graph.

37

YES NO0

20

40

60

80

100

120

Awareness

Axis Title

Perc

enta

ge

2. How often do you eat out?

Daily Once or more in a week

Once or more in a month occasionally

Eat out No of respondent Percentage (%)

Daily 2 4

Once or more in a week 10 20

Once or more in a month 8 16

Occasionally 30 60

Total 50 100

Table no: 4.2 How often do you eat out

Figure no : 4.2 How often do you eat out

Interpretation:-

According to the survey conducted it has been found that the out of 50 peoples 2 are eating

out daily, 10 eat once or more in a week, 8 eat once or more in a month and 30 people eat

occasionally.

38

DAILY ONCE OR MORE IN A WEEK

ONCE OR MORE IN A MONTH

OCCASIONALLY0

10

20

30

40

50

60

70

Eat out

perc

enta

ge

It shows that the more than 60% people eat out occasionally and rest of the 40% people eat

daily, weekly or monthly as shown in the above graph.

39

3. On which occasion do you eat out?

Birthday or any celebration Try something new

Hang out with friends Combinations

Occasion of eat out No of respondent Percentage (%)

Birthday or any celebration 5 10

Try something new 6 12

Hang out with friends 12 24

Combinations 27 54

Total 50 100

Table no 4.3 Occasion of eat out

Figure no: 4.3 Occasion of eat out

40

BIRTHDAY O

R ANY CELE

BRATION

TRY S

OMETHING NEW

HANG OUT W

ITH FR

IENDS

COMBINATIONS (

>1)

0102030405060

Occasion of eat out

perc

enta

ge

Interpretation:-

According to the survey conducted it has been found that the out of 50 peoples, 5 are eating

out on the occasion of birthday, 6 are going out to trying something new, 12 are hang out

with their friends and rest of people eat out in combinations i.e. more than 1 occasions i.e.

birthday plus hang out with friends as shown in the above graph.

41

4. Which one do you prefer for sweets?


Preference for sweets No of respondent Percentage (%)

Haldiram 29 58

Bikanervala 21 42

Total 50 100

Table no: 4.4 Which one do you prefer for sweets

Figure no: 4.4 Which one do you prefer for sweets

Interpretation:-

According to the survey conducted it has been found that the majority of people i.e. 58%

refer Haldiram’s for the sweets and rests of the people i.e. 42% refer Bikanervala for the

sweets as shown in the above graph.

42

Haldiram Bikanervala0

10

20

30

40

50

60

Preference for sweets

perc

enta

ge

5. Which one do you prefer for Indian snacks and fast food?


Preference for Indian snacks and fast food

No of respondent Percentage (%)

Haldiram 32 64

Bikanervala 18 36

Total 50 100

Table no: 4.5 which one do you prefer for Indian snacks and fast food

Figure no: 4.5 Which one do you prefer for Indian snacks and fast food

Interpretation:-

According to the survey conducted it has been found that the out of 50 peoples, 32 people

choose Haldiram for Indian snacks and fast food and 18 people choose Bikanervala for the

same as shown in the above graph.

43

HALDIRAM BIKANERVALA0

10

20

30

40

50

60

70

Preference for indian food and fast food

perc

enta

gre

6. Which one do you prefer for Namkeen?


Preference for namkeen No of respondent Percentage (%)

Haldiram 36 72

Bikanervala 14 28

Total 50 100

Table no: 4.6 Which one do you prefer for Namkeen

Figure no: 4.6 Which one do you prefer for Namkeen

Interpretation:-


choose Haldiram for namkeens and 14 people choose Bikanervala for the same as shown in

the above graph.

44


10

20

30

40

50

60

70

80

Perference for namkeen

perc

enta

ge

7. Whose product quality do you find better?


Product quality No of respondent Percentage (%)

Haldiram 38 76

Bikanervala 12 24

Total 50 100

Table no: 4.7 Whose product quality do you find better

Figure no: 4.7 Whose product quality do you find better

Interpretation:-


choose Haldiram for product quality and 12 people choose Bikanervala for the same as

shown in the above graph.

45


10

20

30

40

50

60

70

80

Product quality

perc

enta

ge

8. Whose product range is wider?


Product range No of respondent Percentage (%)

Haldiram 35 70

Bikanervala 15 30

Total 50 100

Table no: 4.8 Whose product range is wider

Figure no: 4.8 Whose product range is wider

Interpretation:-


choose Haldiram for wider product range and 15 people choose Bikanervala for the same as


46


10

20

30

40

50

60

70

80

Product range

perc

enta

ge

9. Whose price range is more affordable?


Affordability No of respondent Percentage (%)

Haldiram 20 40

Bikanervala 30 60

Total 50 100

Table no: 4.9 Whose price range is more affordable

Figure no: 4.9 Whose price range is more affordable

Interpretation:-

According to the survey conducted it has been found that the out of 50 peoples, 20 people opt

Haldiram in case of affordability and 30 people opt Bikanervala for the same as shown in the

above graph.

47


10

20

30

40

50

60

70

Affordability

perc

enta

ge

10. Whose taste you like more?


Taste No of respondent Percentage (%)

Haldiram 40 80

Bikanervala 10 20

Total 50 100

Table no: 4.10 Whose taste you like more

Figure no: 4.10 Whose taste you like more

Interpretation:-


choose Haldiram for taste preference and 10 people choose Bikanervala for the same as


48


102030405060708090

Taste

Axis Title

perc

enat

ge

11. In your opinion which one is clean and hygienic?


Both

Clean and hygienic No of respondent Percentage (%)

Haldiram 12 24

Bikanervala 13 26

Both 25 50

Total 50 100

Table no: 4.11 In your opinion which one is clean and hygienic

Figure no: 4.11 In your opinion which one is clean and hygienic

Interpretation:-

According to the survey conducted it has been found that the out of 50 peoples, 50% people

feel both Haldiram and Bikanervala are clean and hygienic. Rest of 25 people, 12 feels

Haldiram and rest 13 feel Bikanervala is clean and hygienic as shown in the above graph.

49

HALDIRAM BIKANERVALA BOTH0

10

20

30

40

50

60

Clean and hygienic

perc

enta

ge

12. Whose ambience you like more?


Ambience No of respondent Percentage (%)

Haldiram 37 74

Bikanervala 13 26

Total 50 100

Table no: 4.12 Whose ambience you like more

Figure no: 4.12 Whose ambience you like more

Interpretation:-


like Haldiram’s ambience and rest 13 people like Bikanervala’s ambience as shown in the

above graph.

50


10

20

30

40

50

60

70

80

Ambience

perc

enta

ge

13. Whose location and availability suits you more?


Location and availability No of respondent Percentage (%)

Haldiram 25 50

Bikanervala 25 50

Total 50 100

Table no: 4.13 Whose location and availability suits you more

Figure no: 4.13 Whose location and availability suits you more

Interpretation:-

According to the survey conducted it has been found that the out of 50 peoples, equality is

seen i.e. 50-50 people having Haldiram’s as well as Bikanervala nearby outlets as shown in

the above graph.

51

Haldiram Bikanervala0

10

20

30

40

50

60

location and availability

perc

enta

ge

14. Which one scores more in advertising and promotion?


Advertising and promotion No of respondent Percentage (%)

Haldiram 18 36

Bikanervala 32 64

Total 50 100

Table no: 4.14 Which one scores more in advertising and promotion

Figure no: 4.14 Which one scores more in advertising and promotion

Interpretation:-

According to the survey conducted it has been found that the out of 50 peoples, 32 peoples

thinks that Bikanervala scores more in advertising and promotions as compare to Haldiram

as shown in the above graph.

52


10

20

30

40

50

60

70

Location and promotion

perc

enta

ge

15. Whose services do you like more?


Services No of respondent Percentage (%)

Haldiram 32 64

Bikanervala 18 36

Total 50 100

Table no: 4.15 Whose services do you like more

Figure no: 4.15 Whose services do you like more

Interpretation:-


like Haldiram’s service and rest 18 people like Bikanervala’s services as shown in the above

graph.

53


10

20

30

40

50

60

70

Service

perc

enta

ge

16. Who is best in your view?


Best in view No of respondent Percentage (%)

Haldiram 40 80

Bikanervala 10 20

Total 50 100

Table no: 4.16 Who is best in your view

Figure no: 4.16 Who is best in your view

Interpretation:-


choose Haldiram’s as the BEST and rest 10 people choose Bikanervala as the BEST as


54


10

20

30

40

50

60

70

80

90

Best in view

perc

enta

ge

Finding and Conclusion

55

Finding

According to survey conducted it has been found that the out of 100 people

everybody each and every person is aware of Haldiram’s and Bikanervala food

chain. Everyone is aware of such food chain and its food products as shown in the

graph.

According to the survey conducted it has been found that the out of 100 peoples, 65

people like Haldiram’s service and rest 35 people like Bikanervala’s services as

shown in the graph. Services includes like seating arrangement, self service etc.


are eating out on the occasion of birthday, 11 are going out to trying something new,

24 are hang out with their friends and rest of people eat out in combinations i.e.

more than 1 occasions i.e. birthday plus hang out with friends as shown in the graph.

According to the survey conducted it has been found that the majority of people i.e.

57% refer Haldiram’s for the sweets and rests of the people i.e. 43% refer

Bikanervala for the sweets as shown in the graph.


people choose Haldiram for Indian snacks and fast food and 35 people choose

Bikanervala for the same as shown in the graph.


people choose Haldiram for namkeens and 27 people choose Bikanervala for the

same as shown in the graph.


people choose Haldiram for product quality and 24 people choose Bikanervala for

the same as shown in the graph.

56


people choose Haldiram for wider product range and 30 people choose Bikanervala

for the same as shown in the graph. This shows that Haldiram’s has wider range

than the Bikanervala range.


people opt Haldiram in case of affordability and 60 people opt Bikanervala for the

same as shown in the above graph. This says that whether the Bikanervala is not

famous as Haldiram but it is afforded by everyone.


people choose Haldiram for taste preference and 20 people choose Bikanervala for

the same as shown in the graph.

According to the survey conducted it has been found that the out of 100 peoples,

50% people feel both Haldiram and Bikanervala are clean and hygienic. Rest of 50

people, 25 feels Haldiram and rest 25 feel Bikanervala is clean and hygienic as

shown in the graph.


people choose Haldiram’s as the BEST and rest 20 people choose Bikanervala as

the BEST as shown in the graph.


people like Haldiram’s ambience and rest 26 people like Bikanervala’s ambience

as shown in the graph. People feel good in Haldiram’s outlets as compare to

Bikanervala outlets.

According to the survey conducted it has been found that the out of 100 peoples,

equality is seen i.e. 50-50 people having Haldiram’s as well as Bikanervala nearby

outlets as shown in the graph. It shows that they captured the market fully.

57


peoples thinks that Bikanervala scores more in advertising and promotions as

compare to Haldiram as shown in the above graph.

According to the survey conducted it has been found that the out of 100 peoples 4

are eating out daily, 20 eat once or more in a week, 16 eat once or more in a month

and 60 people eat occasionally. It shows that the more than 60% people eat out

occasionally and rest of the 40% people eat daily, weekly or monthly as shown in

the graph.

Limitations

Every project has its limitation and it is wise to point them out instead of glossing over them.

This project was having some limitation, which is written below, and the aim presentation is

to increase confidence in the present result.

Limitation of survey

5. The universe study is NCR. The result of this study shouldn’t be generalized with any

other part of NCR or of the country or whole Indian at large.

6. Though almost all the places the number of c/b are counted but in few large retail

stores like Big Bazaar, conventions, the information was noted down as given by

retailers.

7. Study was limited to institutional outlets stocking in NCR.

8. Information collection took so many days.

9. The amounts of sales or sales volume may different in different months.

58

Recommendation

1. Company should consider the problems of retailers and canteen’s owner.

2. Company should problems of distributors.

3. Resettlement of dispute like non payments and wrong commitment problems is

necessary by another executive.

4. Stand should be provided to needy retailers because another company’s executive

creates problem.

5. Company should give the stands and racks to each and every counters where its

product is sold.

6. Company should prevent the interference of distributor in each others areas.

7. Company should prevent the undercutting in market.

8. Company should prevent the wholesale disturbance.

9. Company should give the incentives to its executives as extra benefits after salary.

10. Company should listen and care of sales executive.

11. Company should recognize the problems in market.

12. The very necessary work is market screening and recognizing the strength and

weaknesses of competitors.

13. Company should spend some amount on advertisement of its products because the

competitors are using celebrities as their promoter in ads. For Kurkure Juhi

Chawla and for Lays Saif Ali Khan.

14. Company should provide display to canteens and cafeterias.

15. Company should paints the walls of cafeterias time to time because its competitors

do this, this will bound the retailers to sale our product.

59

Conclusion

In this research, it has found that as compared to Bikanervala, Haldiram’s has a strong brand

image in front of its customers and people like their sweets and food over Bikanervala but

there is very close competition between the two companies i.e. Haldiram’s and Bikanervala.

The Haldiram’s is ahead of Bikanervala by just few steps away. So, if Bikanervala works

towards improving its brand image and product quality it can easily capture Haldiram’s

customers.

Haldiram’s should take steps to maintain its position in the market-

1. Haldiram’s should continue to maintain its quality standards as people like them

for their high quality products.

2. Haldiram’s should keep its prices according to their customer’s affordability.

3. It should introduce new products from time to time so that their product ranges get

wider than its competitors.

4. Haldiram’s management should a strong emphasis on its cleanliness and regularly

checks out that the hygiene is maintained or not.

5. Haldiram’s should open its more outlets in Delhi so that people could reach easily

and their customers will increase.

6. Haldiram’s should also focus on advertising and promotions so that the target

market gets know about its offers etc.

60

Bikanervala should take steps to captured the market-

1. Bikanervala should increase its product quality as compare to the Halidram.

2. Bikanervala should introduce more products i.e. increase its product line.

3. Bikanervala should open its outlets in Delhi so that people easily reached to the

outlets.

4. Bikanervala should maintain its affordable price range for all kind of customer.

61

BIBLIOGRAPHY

BOOKS

Kotler, Philips., (1998), Marketing Management,3rd edition Prentice hall of India ltd

Kothari, C.R.,(2003), Research Methodology, 2nd edition, vikas publishing house pvt

ltd, new delhi

Kotler, Philip.,(2012), Marketing Management, 13th Edition, PEARSON Education.

WEBSITES

http://en.wikipedia.org/wiki/Haldiram's

http://www.haldirams.com/?gclid=CKittL7N2cQCFYcnjgodVREAig

http://www.bikanervala.com/bikanervala/giftpack.aspx

http://en.wikipedia.org/wiki/Bikanervala

MAGAZINES, JOURNALS AND NEWSPAPERS

Company Broachers and Leaflets, about retail shops.

62

http://en.wikipedia.org/wiki/Bikanervala

http://www.bikanervala.com/bikanervala/giftpack.aspx

http://www.haldirams.com/?gclid=CKittL7N2cQCFYcnjgodVREAig

http://en.wikipedia.org/wiki/Haldiram's

Appendices

QUESTIONAIRE

(Your information will be kept confidential)

Personal Details:-

Name ……………………..

Note: Please tick mark () in the box

1. Are you aware of Haldiram and Bikanervala food chain?

Yes No

2. How often do you eat out?

Daily Once or more in a week

Once or more in a month occasionally

3. On which occasion do you eat out?

Birthday or any celebration Try something new

Hang out with friends Combinations

4. Which one do you prefer for sweets?


5. Which one do you prefer for Indian snacks and fast food?


6. Which one do you prefer for Namkeen?


7. Whose product quality do you find better?


63

8. Whose product range is wider?


9. Whose price range is more affordable?


10. Whose taste you like more?


11. In your opinion which one is clean and hygienic?


Both

12. Whose ambience you like more?


13. Whose location and availability suits you more?


14. Which one scores more in advertising and promotion?


15. Whose services do you like more?


16. Who is best in your view?


64

65

Documents

A comparative analysis regarding level of customer satisfaction between Haldiram’s and Bikanervala