Project Proposal No.

_______________
(To be assigned by the School) MBA

School of Management Studies INDIRA GANDHI NATIONAL OPEN

UNIVERSITY Proforma for Approval of Project Proposal (MS-100)

Enrolment No. : 192696644 Study Centre Code : 0772

Regional Centre Code : 29
Name of the Student : Shubham Goyal

Address of the Student : 6333/7, street no. 1, Dev nagar, Karol bagh, New delhi-110005
E-mail Address : [email protected]

Title of the Project : Marketing Research and Sale & Distribution of HALDIRAM
Subject Area : MBA (Marketing)

Name of the Guide : Dilip Pandey

Address of the Guide : Flat no.106 Himvarsha apartment, I.P Extension, New Delhi-92

Is the Guide an Academic Counsellor of Management Programme of IGNOU? No

If Yes, Name and Code of :
Study _________________________________________________________
Centre, the courses s/he is __________________________________________________________
counselling, and period __________________________________________________________

No. of Students currently working : 1

under the guide for MS-100

Signature of Student Signature of Guide

Date: Date :

Please do not forget to enclose the Project Proposal and signed Bio-data of the guide.

For Office Use only

Proposal Guide
(SIGNATURE OF MANAGEMENT FACULTY)
Approved Approved
Date ..........................................
Not Approved Not Approved
 PROJECT SYNOPSIS

“Marketing Research and Sale & Distribution”

Of HALDIRAM’S SNACKS PRIVATE LTD.
Submitted By:

Shubham Goyal

Enrollment No: 192696644

Under The Guidance Of:

Mr. Dilip Pandey

Submitted To:

INDIRA Gandhi National Open University

In partial fulfillment for the award of the Master’s Degree in Business

Administration (Marketing)
 INTRODUCTION

Marketing research is the systematic gathering, recording, and analysis

of qualitative and quantitative data about issues relating to marketing products and
services. The goal of marketing research is to identify and assess how changing
elements of the marketing mix impacts customer behavior. It is the process or set of
processes that links the producers, customers, and end users to the marketer through
information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process. Marketing research specifies
the information required to address these issues, designs the method for collecting
information, manages and implements the data collection process, analyzes the
results, and communicates the findings and their implications.

A sales strategy takes place after the marketing strategy and is a plan that helps a
company gain competitive advantage. In order to be successful, a company must
develop a sales strategy that allows the employees to focus on customers and
communicate to them, so they buy products. Sales management in an organization
is a business discipline, which focuses on the practical application of
sales techniques and the management of a firm's sales operation. It is done in an
efficient and effective manner through planning, staffing, training, leading and
controlling organizational resources. By offering the management vital inputs
pertaining to such information, the sales team helps the management to develop
plans regarding sales, production, and design. Over the years, substantial changes
have taken place in the selling environment, leading to changes in the sales function.
In addition to having a strong sales function, companies should also have efficient
distribution channels to make the products available to the end consumer.
Management of distribution channels involves efficient channel design, conflict
management and implementation of sophisticated channel information systems
which will enhance the process of making the products available to the end consumer
in a timely manner.

There are many varieties of snacks foods, which are produced in India, and the type
of snack food varies according to the region. The snacks market has changed with
the advent of innovative products. It has emerged as a fast, customized and large
market. There is also a changing perception of consumers towards processed foods,
served in centralized food service system. The primary reason for these changes is
the dynamic marketing environment in the snacks business. Changes in the
marketing environment have generated a need to reconsider the managerial
perspectives on marketing in the snacks business.

After China, India is the second largest food producer in the world with the potential
of being the number one in the future. The recent surprising rise in the packaged and
processed foods demands noted mainly in the metropolises, are due to a variety of
reasons. India is on this position just because of its happy and satisfied consumers.
There are few studies that are conducted earlier on consumer satisfaction and
retailers perception.
 Introduction of the organization

Haldiram’s : The Company which is today synonymous with Indian snacks and
sweet food market started the first chapter of the saga, as a small sweet shop in
Bikaner, Rajasthan in 1935. By 1982, the company had set up its business in Kolkata,
Nagpur & the bustling Chandni-Chowk in Delhi.

An important diversification was inroads into the restaurant business with

Haldiram’s having 11 restaurants cum showrooms at premium locations of Delhi &
NCR with plan to open various outlets in Northern India.

Haldiram’s is on the way of its vision as today it is an ISO 9001 & HACCP certified
company and has presence all over India, 62 countries (UK, US , Germany,
Australia, UAE- to name a few) in world and top supermarkets of the world like
TESCO, SOMMERFIELD, SPINNEYS, CARREFOUR. The fact that today
Haldiram’s exports 60 million dollars goods and has registered 40% growth over last
5 years itself tells its success story.

Haldiram’s ingredients of success recipe includes a diversified product portfolio,

stringent quality controls, good raw material, storage, production and packaging
processes which has resulted in unparalleled taste and extended shelf life.
 RATIONALE OF THE STUDY

The snacks market has changed with the advent of innovative products. It has
emerged as a fast, customized and large market. There is also a changing perception
of consumers towards processed foods, served in centralized food service system.
The primary reason for these changes is the dynamic marketing environment in the
snacks business. Changes in the marketing environment have generated a need to
reconsider the managerial perspectives on marketing in the snacks business. And in
this new arena of increased competition and market saturation Haldiram’s is still
doing well with highly satisfied customers. As its management who can easily sense
customer requirement, maintain product quality and frequent market research always
assures product authenticity in the market.

Study of marketing strategies used in Haldiram’s to maintain its brand equity in the
niche market. This Project as a whole will provide insights into the different facts of
marketing in an organization but the major focus can be divided majoring into four
parts viz. market survey, research, promotional strategies and sales & distribution.
 PROBLEM STATEMENT

Understand marketing strategies adopted by Haldiram’s management and its

effectiveness.

Sales & Distribution network of Haldiram’s Products and potential opportunities for
improvement. Moreover analyzing the consumer & retailers perception and buying
behavior towards various Haldiram’s products.
 OBJECTIVES OF THE STUDY

 To study the Sales and Marketing done by Haldiram’s.

 To Study the distribution network of Haldiram’s Products.
 To Study about the consumer attitude towards Haldiram’s products (Western
and Traditional Snacks).
 To study about the retailers Perception towards Haldiram’s products and
margin that they get from Haldiram’s Products.
 To carry out a competitive analysis of Haldiram’s Snacks with its competitor
brands in the same segment available in Delhi, NCR.
 RESEARCH METHODOLOGY

To fulfill the objective of the study both primary and secondary data has been
collected. Primary data is the data collected specifically for the study. Data is
collected directly from consumers and retailers via questionnaires or surveys before
being analyzed to reach conclusions concerning the issues covered in the
questionnaire or survey.

NATURE OF DATA: In research methodology data must be collected and there

are two sources of collection of data i.e.

PRIMARY DATA:

OBSERVATIONS - It is the methods of noting and recording information without

asking specific question from the respondents.

PERSONAL INTERVIEWS - In this method I asks the question to the concerned

persons in the order questions are listed and record the replies.

SECONDARY DATA: Secondary data is the data collected previously by someone

else for some other purpose which can be analyzed and interpreted according to
requirements. For example, sources of secondary data are government publications,
newspapers, worldwide web etc.

INTERNAL SOURCE OF DATA: It originates from the specific field of study like
published brochures, official reports, etc.
EXTERNAL SOURCE OF DATA: It originates outside the field of study like
books, periodicals, journals, newspapers and internet.

SAMPLE DESIGN:

A sample design is a definite plan for obtaining a sample from a given population.
It refers to the technique or the procedure the researcher would adopt in selecting
items for the sample. For these investigation

SAMPLING UNIT: Consumers and retailers

SAMPLE SIZE: Approx. 100 (may vary during actual study)

RESEARCH LOCATION: Delhi and Noida

RESEARCH PERIOD: Approx. 30 days

SAMPLING PROCEDURE: Random sampling

 LIMITATIONS OF THE STUDY

Efforts will be made to make the study as accurate as possible but complete accuracy
cannot be claimed because of the following reasons:

 The inspection will be done on the basis of a sample of 100 participants.

Though the sample is drawn randomly the possibility of sampling fluctuations

affecting the findings cannot be ruled out.

 Location constraint as study will be done in NCR region only.

 Time constraint of the study.

 Bio-Data of Guide

Name: Dilip Pandey

Phone: +91-9891618892

E-mail: [email protected]

Father’s Name: Mr. S. pandey

Date of Birth: 07TH November 1988
Address: Flat no.106 Himvarsha apartment, I.P Extension,
Patparganj, New Delhi-92

Working experience:

Organisation Duration
Designation
Senior marketing Rockwell automation,
April 2014 – till now
analyst A66 sector 64 Noida - 201301
Fidelity WorldWide Investment Itd
Sales executive Building No. 9, IT/ITES SEZ of Tikri, Gurgaon - Jan 2012 – Mar 2014
122018

Educational Qualifications:
YEAR OF
INSTITUTION Percent
PROGRAM COMPLETION
Delhi Business School Affiliated to Punjab Technical
MBA (Marketing) 72 2011
University (Mathura Road, Badarpur Delhi)
Deshbandhu College ,University of Delhi
B.com(H) 46 2008
(Kalkaji Main Rd, Block E, Delhi 110019)

____________________

Dilip Pandey