1. A STUDY on impact of advertising in b2b marketing
2. ACKNOWLEDGEMENT
“We measure success and depth by length of time, but it is possible to have a
deep relationship that doesn't always stay the same.” I hereby express my deep sense
of gratitude to all the personalities involved directly and indirectly in my project work.
I would thank to God for their blessing and my parents also for their valuable
Suggestion and support in my project report.
I express my sincere thanks to my company guide Mr. Soumen Bhadra, Sales
Officer and Mr. Nilratan Chakraborty, A.S.O., Haldiram’s Prabhuji Pvt. Ltd.,
Kolkata for giving me an opportunity to work under his guidance and support during the
course of the project. I would also like to thank Mr Anish Chakraborty, marketing
team member, Kolkata for their valuable inputs and suggestions that have played a
crucial role at every stage in the development of the project.
I would also like to thank MR. Anurag Goel (Senior Sales Officer) for his
guidance and better co-operation and help that is being provided in collecting the data
and filling the questionnaire.
I owe a special debt of gratitude to the entire individual and retailers, distributors
& consumers who helped me in completing the project and to all the retailers for their
better cooperation & help being provided by them.
Last but not the least; I would like to express my sincere gratitude to our faculty
member Mr. Kisholoy Roy (Faculty, Marketing, Techno India) who have taught me in
my MBA curriculum and our Director Dr. Senjuti Goswami who has always been a
source of guidance, inspiration and motivation. However, I accept the sole responsibility
for any possible errors of omission and would be extremely grateful to the readers of this
project report if they bring such mistakes to my notice.
3. (PLABAN BHOWMICK)
TABLE OF CONTENT
1. Executive Summary
2. Introduction
a) Introduction of advertising effectiveness
b) Introduction of advertising campaign
3. Marketing Mix
4. Objective of the project
5. Company profile
a) Advertisement on Haldiram’s Prabhuji
b) Award and Achievements
c) Outlets
d) Competitors
6. Methodology
a) Review and literature
7. Data analysis
8. Findings and suggestions
a) Findings
b) Suggestions
c) Limitations
9. Conclusion
10.Bibliography
11.Questionnaire
4. EXECUTIVE SUMMARY
PURPOSE OF REPORT
The purpose of the report is to Impact of advertising in B2B marketing for
Haldiram’s Prabhuji Pvt. Ltd. Along with that I have also worked in the following
areas:-
Market visit for retail shops
Market research on “customer satisfaction”
Promotional strategy
Haldirams prabhuji ,the brand name is always associated with quality productand
service .it took more than six decades to become the leading manufacturer of indian
savory snacks .the savory snacks industry has been immensely through all these years to
from an industry of about s425 millions.and the market protential for this industry is
estimated to be around s1 billion the savory snacks market is devided into organized
sectorand un organized sector.currently ,about45 % of the market is being served by
the organized sectorand the balance 55% served by the unorganized sector.preasently
the company has 20% market share of the organized sector.
This project deals with analyse of various operations performed by human resources
personnel at haldirams ltd it includes all the procedures and policies followed at this
company related to human resources operations.the various operation include :
recruitment ,job analysis ,competencymapping, gap analysis , and skill matrix.
In recruitment I have analyzed the process ofrequirtment followed at haldirams starting
with job requirtment , job analysis, searching the candidate through job portals,
reference or campus, then interview and final selection. I have also studied the criteria
5. to map the competencies of various personnel and job as well. Then I studied how to do
measure and analyze the gap between what is desired and what the actual performance
is at the end.
At last I was told how to prepare the skill matrix for various positions and jobs.
6. INTRODUCTION
This project is done through EDS and under the title “Impact of Advertising on
B2B Marketing”
Preparing this project I went to each and every distributors & retailers because I
was doing market research & sales research. It include, total market volume that is being
sold in grocery shop, small shops and from distributors and retailers, and others where
Namkeens, sweets, baked, pickles, laccha, chips etc are sold.
I have collected about all the product of Haldiram’s but worked basically for
Chips and Namkeens segments.
I went to the retailers and saw the Chips and Namkeens there I observe the following
things:
If not then we saw of which company product is available.
How much sale is of that particular counter and what the sales volume that
counter may give to us.
What is the strength of that particular counter?
Has that counter so many brands of chips and Namkeens.
And if we get our product, we used to asked the sales volume, response of
consumer, delivery and thus came to know interest of retailers & consumers.
If we didn’t get our product we said about us, about our products, about the
margin what about margin difference, comparing the competitors’ product and margin
provided by them and then we made them understand the extra facilities and unique
selling point of our product and make them ready to sale our product. Thus we
developed the market for Haldiram’s product.
After this we saw the competitor’s product (quantity) and asked the strength. We
also counted the signage and a stand of all the competitor’s company and Haldiram’s
which is at that particular store. After all I create a daily survey report and listed the
total shops & retailers available in Kolkata and then analyses the data which was
collected from market. And then come to a conclusion on the basis of that analyzed data
and information. After all it becomes possible to make a meaningful and useful report.
7. INTRODUCTION OF ADVERTISING EFFECTIVENRSS
Advertising is an art not a science. Effectiveness of which cannot be
measuredwith a mathematical or empirical formula some advertisers
argue that advertisingefforts go to waste, but every advertiser is keenly interested
in measuring or in
evaluationof advertising effectiveness. Testing for the effectiveness of advert
isement will leadadvertisement testing must be done either before or after
the advertisement has done inthe media. It is of two types, protesting which are
done before the advertisement has beenlaunched and one is referred to as costtesting
which is done before the advertisement
has been launched and one is referred to as costtesting which is done
after launching theadvertising campaign. The basic purpose of advertising
effectiveness is to avoid costlymistakes, to predict the relativeStrength of
alternative strength of alternative advertising strategies and to increasetheir efficiency.
In measurement of advertisement effectiveness feedback is always usefuleven if it costs
some extra expenditure to the advertiser .The objectives of all business are to
makes profits and a merchandising concerncan do that by increasing its sales at
remunerative prices. This is possible, if the productis widely polished to be
audience the final consumers, channel members and industrialusers and
through convincing arguments it is persuaded to buy it. Publicity makes a thingor an
idea known to people. It is a general term indicating efforts at mass appeal.
As personal stimulation of demand for a product service or business unit by plantingco
mmercially significant news about it in a published medium or obtaining
favorable presentation of it upon video television or stage that is not paid for by the
sponsor.On the other hand, advertising denotes a specific attempt to
popularize a
specific product or service at a certain cost. It is a method of publicity. It always intent
ionalopenly sponsored by the sponsor and involves certain cost and hence is
paid for. It is acommon form of nonpersonal communication about an
organization and or its productsidea service etc. that is transmitted to a
target audience through a mass medium. Incommon parlance the term
publicity and advertising are used synonymously
8. WHAT IS ADVERTISING?
Advertising is an audio or visual form of marketing communication that employs an
openly sponsored, non personal message to promote or sell a product, service or
idea. Sponsors ofadvertising are often businesses who wish to promote
their products orservices. Advertising is differentiated from public relations in that an
advertiser usually pays for and has control over the message. It is differentiated from
personal selling in that the message is non personal, i.e., not directed to a particular
individual. Advertising is communicated through various mass media, including old
media such as newspapers, magazines, Television, Radio, outdooradvertising or direct
mail; or new media such as search results, blogs, websites or text messages. The actual
presentation of the message in a medium is referred to as an advertisement or "ad".
In its simplest terms, advertising:
1. Identifies a current problem / opportunity for a product, service or corporate
brand
2. Identifies the consumers who can best solve / create that problem / opportunity
3. Creates the most relevant and distinctive way of communicating to them in
creative & media terms
Haldiram’s is very traditional in terms of advertising and promotion. However, to
be in sync with current times , haldiram’s tied up with Prem RatanDhan Payo
(movie) and more than 1.5 crore haldiram’s snacks packetsware printed with the
logo of the firm and announcing a contest.
9. BASIC FEATURES OF ADVERTISING
i. Paid form:
Advertising is always a paid form of communication and hence commercial in nature.
Thus, advertising can clarify be distinguished from publicity which is not paid for by
the sponsor.
ii. Non-personal presentation:
Advertising is a non-personal presentation. Whatever the form of presentation,
advertising is always directed to a mass audience rather than to any individual. At time:,
e advertising message may give the impression of a personal appeal. However, all the
sensations are non-personal in nature.
iii. Sell or promote ideas, goods and services:
Advertising is aimed at promoting and selling not only tangible and physical goods, but
also ideas and services. Most often services like banking and insurance are sold through
advertising. For example, Posts and Telegraph Department advertises to promote the
use of PIN CODE for fast delivery of letters. The scopeofadvertising is wide and
designed to sell not only goods but services and ideas also.
iv. Identified sponsor:
Advertising always has an identified sponsor. In other words, advertising discloses or
identifies the sourceof the opinions and ideas it presents. On the other hand, the
sponsorforpublicity or propagandacan remain anonymous.
v. Inform and persuade:
Advertising usually informs the potential consumer about products and services, their
benefits and utilities. It also persuades the consumers to purchase such products and
services.
In short, advertising is the art of influencing human action and awakening of a desire to
possessproductsand services. It is a mass persuasion activity duly sponsored bythe
manufacturer, retailer, or dealer for whom the advertising is done.
10. FUNCTIONS OF ADVERTISING
Identifying Brands
Products, services and ideas are sold through businesses that are differentiated by their
brand identities. Brand identity is communicated to the public via advertising.
Consumers build emotional relationships with certain brands with which they become
increasingly familiar through the years, thanks to advertising.
Information
Advertising supplies the necessary information to consumers so that they know what is
available and where to buy it. It broadcastsinformation on products, services and ideas
sold on the open market through a variety of media portals. It reveals the special
features being sold, what color and size the productis and which stores carry it.
Persuasion
Powerful, visual advertising presentations compel consumers to purchase goods,
services and ideas as a way to achieve emotional fulfillment. Persuasion is the core
mission of advertising. Advertising tells you how the product, service or idea you are
considering will improve your life. According to Jeremiah O'Sullivan R, author of "The
Social and Cultural Effects of Advertising," advertising feeds on the concepts of
ideology, myth, art, sexual attraction and religion. Advertising infuses images and ideas
into products and services, just as the meanings of products and services are infused
into images and ideas, notes O'Sullivan.
Previewing New Trends
Previews about the virtues of new products, services and ideas motivate consumers to
obtain them because they don'twant to be left out. Advertising lets consumers in on up-
and-coming trends and new markets. They offer coupons, rebates and trial offers on
new products, services or ideas to recruit new customers and induce existing customers
to try things. Advertisers preview new or improved products, services and ideas to
consumers in order to appeal to their sense of wanting to be in the know about leading
edge trends. Previewing new trends is a technique employed by advertisers that
capitalizes on consumers' desires to "keep up with the Jones" by owning the latest and
greatest product, service or idea.
11. Demand
The demand generated by advertising, public relations, and sales promotion "pulls" the
goods or services through channels of distribution, notes "Reference for Business." One
of the powerful functions of advertising is to generate consumer demand for specific
products, services and ideas through ad campaigns that target the audiences that are
most likely to buy them." Products, services and concepts are sold in volume, according
to the consumer demand for them.
Customer Base
Consistent quality advertising increases consumer loyalty for a product, service or idea.
Advertising seeks to maintain the current customer base by reinforcing purchasing
behavior with additional information about the benefits of brands. The goal of
advertising is to build and reinforce relationships with customers, prospects, retailers
and important stakeholders.
Pricing
Advertising displays consumer goods with competitive prices relative to the current
market, thus educating consumers about what things should cost. Advertising lets you
know what the competition is doing, when the next sale is, and how you can receive the
latest couponor rebate and seeks to assure you that you are receiving the bestvalue for
your money.
TYPES OF ADVERTISING
Online Advertising
If you see an advertisement via the Internet (World Wide Web), then it is classified as
online advertising. In fact, there are ads on this very page, and most other websites you
visit, as they are the primary revenue driver for the Internet. Another avenue of online
advertising is "Native Advertising," which is the digital variation of the old print
advertorials. And, sponsored contentis growing by leaps and bounds. From ads on
Facebookand SnapChat, to partnerships with Buzzfeed and Reddit, the fastest, easiest
12. way to reach millions of potential customers is online.
Cell Phone & Mobile Advertising
A relatively new form of advertising compared to the others, but one that's dominating
the media mix, uses cell phones, iPads, Kindles, Nooks, and other portable electronic
devices with Internet connectivity. Current trends in mobile advertising
involve major use of social media such as Twitter, Instagram, Snapchat, and Facebook.
Right now, this is the toughest nut to crack. This kind of advertising is not
only disruptive, but can leave the customers with a lot of ill will. If you do it, do it
right. Fora while, native advertising was a good way to get into the feed, but even that
has come under scrutiny for being deceptive.
Print Advertising
Once a huge driver of sales, print is taking a backseat to the many digital forms of
advertising now available to marketers. However, if there is one thing that's certain
about advertising, it's that being different is good. And when consumers tire of digital
ads, a return to printed pieces, and the tactile feeling and permanence they provide, is
definitely on the cards. Typically, print can be split into three sub-categories:
1. PeriodicalAdvertising
If it's in a magazine, a newspaper, or anything else that comes out at regular
intervals, then it's periodical advertising (aka a print ad). For decades, print ads
were the gold standard for advertisers and their clients. To grab the center spread
of a big magazine, or the back cover of a newspaper, meant millions of people
were seeing the message.
2. Brochures, Leaflets, Flyers, Handouts and Point of Sale Advertising
Although some of these can be placed within the pages of newspapers and
magazines, they are treated as a separate entity (usually because they have less
chance of being seen). From something that sits on a counter or customer service
desk, to a glossy car brochure, this is a more intimate, and long-form, way of
engaging the consumer. Use this when you have more information than you can
cram into a print ad.
1. DirectMail Advertising
Either of the techniques mentioned above can be incorporated into direct mail. It
simply means that your printed pieces are mailed direct to the consumer. This is a
technique that has been, and continues to be, abused by inferior marketing
agencies that have turned the craft into "junk mail." Done right, direct mail can
be a fantastic way to engage the customer, if it is creative and intelligently
conceived and executed. Do not count it out.
13. Guerrilla Advertising
Also known as ambient media, guerrilla advertising (or marketing) has become
prominent over the last 20 years. It is a broadly used term for anything unconventional,
and usually invites the consumer to participate or interact with the piece in some way.
Location is important, as is timing. The driving forces behind guerrilla advertising or
marketing are creative ideas and innovation, not a large budget.
Quite often, you will ask for forgiveness rather than permission with these campaigns,
and they will spread via word of mouth and social media.
BroadcastAdvertising
A mass-market form of communication including television and radio, broadcast
advertising has, until recently, been the most dominant way to reach a large number of
consumers. Broadcast advertising has really taken a beating over the last few years,
especially with the rise of DVRs and "ad skipping" technology. However, it is still a
popular way to reach millions of people, especially when the Super Bowl comes
around.
Outdoor Advertising
Also known as out-of-home (OOH) advertising, this is a broad term that describes any
type of advertising that reaches the consumer when he or she is outside of the home.
You will know it as billboards, bus shelter posters, fly posters, and even those big
digital boards in Times Square.
Public Service Advertising
Unlike traditional commercials, Public Service Advertisements (PSA) are primarily
designed to inform and educate rather than sell a productor service. PSAs traditionally
appear on TV and radio, but are also being heavily promoted online these days.
Product PlacementAdvertising
In a nutshell, productplacement is the promotion of branded goods and services within
the context of a show or movie, rather than as an explicit advertisement. If you have
ever seen a movie and wondered "wow, they sure are driving a lot of Ford cars in this
scene," or "does everyone in this TV show drink Pepsi?" then you are noticing product
placement. It's a way that these films and shows get funding, and is a great way for
advertisers to reach a targeted demographic.
14. OBJECTIVES OF ADVERTISING
1. Brand building – Advertising helps in the establishment and promotion of a
brand in the existing market. It also aids in the creation of new market for the
brand. With the help of audio-visual advertisements, you can also reminding and
reinforce the brand message into your target customers’ mind.
2. Creationof demand – One of the main objectives of advertising is that it
persuades the customers to buy and use a particular product. Hence, advertising
also contributes in creating brand awareness and demand. Also, advertising is the
best option for promotion when it comes to launch of a new productor service.
Effective and convincing advertisements do not only help establish a brand
identity but also persuade competitor brand’s customers to switch to a new brand.
3. Informing Customers about a Product, Company or Service – Advertising is
also a strong medium of communicating about product, company or service.
Companies can tell about features, qualities or unique characteristics of their
productor service in the advertisement.
4. Promoting a ParticularFeature – Specific objectives of companies can also be
fulfilled with the help of advertising. Building up more positive customer
attitudes, beating negative promotion, extending customer base, creating
comparison in customer’s mind and various other particular objectives can be
attained by making a specific advertisement for the same.
5. Achieve sales and profit goals – Advertisements create awareness about a brand
and help in increasing the demand for a productor service. The increased demands
results in increased sales and so, profit goals of a company are attained with the
help of advertising.
15. BENEFITS OF ADVERTISING
(1) The manufacturer is compelled to maintain the quality of the goods advertised.
Money spent on advertising being an investment the manufacturer naturally
expects returns on suchinvestment.
(2) Well-advertised goods are generally better in quality thus justifying advertising
although it cannot be denied that certain firms may advertise worthless goods. In
the latter case, however, the advertising expense will be wasted in the long run.
(3) Advertising also acts as an information service and educates the consumer. It
enables him to know exactly what he wants and where to get it. Advertising thus
makes it possible for enjoyment of new amenities and make the life of the
consumer easier, more comfortable and pleasant.
(4) Advertising stimulates production and reduces the costper unit. This reduction
in the costis generally passed on to the consumer and that is why price of well-
advertised goods are found to be generally lower than other goods of the same
quality which are not so well advertised.
16. DESIGNINGADVERTISING CAMPAIGN:
An advertising is an organized series messages .it has been defined as a planned co
ordinate series of promotional efforts build around a central theme and designed to
reach a specified goals .in others words ,it is an orderly planned effort consisting of
realeted but self contained and independent advertisement .the campaign may appear in
one more media .it has single theme or keynote idea and a single objective or goals .
OBJECTIVES OF CAMPAIGN:
The advertising campaign ,especially those connected with the consumers aims at
achieving this objectives :
1.To announce a new productor improve product.
2.To hold consumers patronage against intensified campaign use.
3.To inform consumers about a new productuse
4.To teach consumers how to use product.
5.To promote a contest or a premium offer.
17. STAGE IN ADVERTISING CAMPAIGN
Several stapes are required to developed an advertising campaign the number of
stages and exact order in which they are carried out may vary according to an
organizations resources ,the nature of its product and the types of audiences to be
reached .the major step are :1. Identifying and analyzing the advertising.
2. Defining advertising objects.
3. Creating the advertising plat from.
4. Determining the advertising appropriation .
5. Selection the media plan .
6. Creating the advertising massages.
7. Evaluating the effectiveness of advertising.
8. Organizing of advertising campaign.
1. Identifying and analyzing the advertising.
Under this step it is to decide as to whom is the firm trying to reach with the messages.
The advertising target is the growth of people towards which advertisements are aimed
at for this purposecomplete information about the market survey, i.e. the location and
geographical location of the people, the distribution age, income, sex, educational level
and consumer’s attitude regarding purchase and use bothof the advertising and product
and competing products is needed with better knowledge of market target. Effective
advertising campaign can be developing on the other hand. If the advertising target is
not properly identified and analyze the campaign is does likely to be effecting
2. Defining advertising objects
A. Brand building
B.Creationofdemand
C.Informing Customers about a Product, Company or Service
D.Promoting a ParticularFeature
E.Achieve sales and profit goals
3. CREATING THE ADVERTISING PLATFROM:
An advertising platform consists of the basic issues or selling point that an advertiser
wishes to include in the advertising campaign .a smile advertisement in an advertising
campaign may contain onr or more issues in the plat from. A motorcycle to consumers
filling and such issues also be those which the competitive productdo not posses
. 4. Determining the advertising appropriation
18. The advertising apportion is the total amount of money which marcketer allocates.for
advertising for a seecific time period .determining the campaign budjet involves
estimating now much it will costto achive the campaigans objectives.if the campaigan
objectives are profit realiting and stated quantitatively ,then the amount of the campain
budget is determined by estimating the proposed campaigns effectiveness in attaining
them.if campaigns objects is to build a particulars type of company images ,then there is
little basis for predicting either the campaigns effectiveness or determining the budget
required.
5. Selectionthe media plan.
Media selection is an important since it costs time spaceand money various factors
influence this selection, three mostfundamental being the nature of target segment, the
type of productand the cost involved. the distinctive characteristics of various media
are also important .therefore management should focus its attention on media
compatibility with advertising object.
Media From
1. Press advertising or print
i) Newspaper Anandabazar, Bartaman, Aajkal, Times of India,
The Telegraph, The Statesman
ii) Magazines Sananda, anandalok, anandamela, abasar, utsa
manush, kaurab, bhraman, hangla
2. Direct mail Circulars, catalogues, leaflets, brochures, booklets,
folders, blotters, diaries
3. Outdooror traffic Posterand bills on walls, railways stations
platforms outside public buildings trains, buses.
19. 4. publicity Movie slides and films non theatrical and
documentary films metal plates and signs attaches
to trees.
5. Dealer aids Counter and windows display demonstration given
by retailer or the advertises goods.
6. internet Today, internet is a big spotfor advertising.
6. Creating the advertising message:
This is an important stage of advertising campaign. The contents of the message has to
be very carefully drafted in the advertising. Characteristics of personis the advertising
target influence the message content and form. An advertisers must use words, symbols
and illustration that are meaningful, familiar and attractive to those persons.
7. Evaluating the effectiveness ofadvertising:
The effectiveness of advertising is measured for a variety of reasons:
a) To determine whether a campaign accomplished its advertising objects.
b) To evaluate the relative effectiveness of several advertisements to ascertain
which copy, illustrations or layout is best.
c) To determine the strengths and weeknesses of various media and media
plan.
20. Marketing mix is the set of marketing tools that the film uses to pursue it marketing
objective in the target market.
Marketing Mix of Haldiram’s
PRODUCTS
Chips, Namkeens , Sweets , Pickles , papad , Syrup , Woopies
Chips
There are six flavors in chips classics salt
Pudina treat
Paprika
Mast Masala
21. Bolelos
N salt
Taste of chips
Pudina treat - Taste of pudina
Peprika - Taste of green chill
Mast masala - Taste of Tomato
Classic salt - Plain $ only salted.
Boletos -
N salted - Masala salted
Ruffles:-
Takatak
Whoopies
Namkeen:-
Bhujia
Aalu Bhujia
All in one
Kaju Mixer
Kashamiri mixer
23. Syrup
Mango pana
Kaala khata
Thandi
Badam kesariya
Rose
Khus
Lemon
Pickles
Mango
Mirchi
Lemon
Mix
Sweets
There are so many sweets at show room but only few are available in packets and canes
Soon papari
Soan cake
Raasgulla
Chumchm
Gulab jamun
Cookies, biscuits and cake are available in retail market
24. Product Qualities
Impeccable qualities, They focus on TQM before the finish like because the
quality along if advertisement which Haldiram gives as a competitive edge design
innovative of packets day by day. It is a popular due to its colorful packets of
Namkeen which is unbeatable by other brands.
Features:-
Testy Snacks , Suitable with drinks as well as serving guest
Brand name:-
Huge brand name nation wide
Warranty
Takes in return when product expires or any or any other damage which is accidentals.
PRICE
The price is different for different product chips.
Discount
Depends upon the sales executive, and retailer’s bargaining and as different scheme.
25. Allowance
Fixed, as per distributor target and companies target to the sales person.
Public relations
Marketing sales executive pays a visit to retailer time to time.
Sales executive
Create new counters for that particular distributor on which he is working.
PROMOTION
Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, Win cheaters
etc. are given to retailer and customer
Note:-Discount coupon are double edge sword , to the customers because when customer gets
and discount coupon He/ She goes to show room of Haldiram’s and buys another product and
thus he become a new customer another product.
26. PLACE
One of the most important thing any companies is the place. When the company
sales its product and for a good sales volume, the listenable things are segmenting
targeting, and positioning is must. For this work the company recognized its customer
i.e. who are the customer and where are they. Then he starts working.
The coupon its customer and market place. Then target them and
after all it creates a position in the customer mind.
The Haldirams work in to ways since it is the market leads in
Namkeen market so, it does not care of its competitor and need not to work more for its
promotion and position due to its quality and brand name , but for chips its work
regularly.
27. The company segment its market in two type .
1. Retail market
2. Institutional market.
Retail Market
The company has kept all the open market as retail market in miss all the shop, Early
shops, grocery shop, and general store are included.
Institutional market
In this segment the company has kept all the institutional shop/ contents. In this
segment collage canteens, school canteens , hospital canteen, Restaurant, cinema
halls, shopping malls, its are included.
28. OOBBJJEECCTTIIVVEESS OOFF TTHHEE
PPRROOJJEECCTT
In marketing only project report is not required there must be some objective or goal
because without any goal and objective , no project Report can be completed in true
sense so the main objective of doing this project Report is confined to completion of
some work that is assigned to you for some reason : -
What the subject or papers that is being taught in classroom at M.B.A
program is completely theoretical so during the summer training you can compare and
learn how the marketing activity in an organization varies with theory and how this
theoretical knowledge is being applied in an organization and how much they are being
applicable so its quite helpful to know and understand.
To create the contact with working of an organization and see the different
types of marketing activities. It also helps us to take knowledge about product
distributor promotion and buying behavior. It also helps in knowing how various tools
and techniques are being used.
To find out the types of channel, by which product is selling and to
know monopoly and average sales of these outlets.
FFoolllloowwiinnggss aarree tthhee oobbjjeeccttiivveess ooff tthhee pprroojjeecctt--
To study effectiveness of an advertising in b2b marketing, and to
understand which media effecting more.
TToo uunnddeerrssttaanndd tthhee sseelllliinngg aaccttiivviittyy aanndd wwoorrkkiinngg cclliimmaattee..
TToo kknnooww tthhee mmoosstt eeffffeeccttiivvee mmeeddiiaa ooff aaddvveerrttiisseemmeenntt..
TToo ffiinndd oouutt tthhee rreeaassoonn ffoorr lliikkiinngg tthhee aaddvveerrttiisseemmeenntt ooff HHaallddiirraamm’’ss
pprraabbhhuujjii..
TToo ffiinndd oouutt tthhee mmoosstt ppooppuullaarr ssllooggaann ooff aaddvveerrttiisseemmeenntt rreeggaarrddiinngg
hhaallddiirraamm’’ss pprraabbhhuujjii..
29. CCOOMMPPAANNYY PPRROOFFIILLEE
Haldiram’s Corporate Success Story – Dreams Blooming into Reality
The success story of Haldiram’s is also a success of Hindu United Family
business. The history of the brand begins from Bikaner in 1937.From a small corner
shop to a brand worth Rs.1500 Crores, Haldiram has hit the right chords with its
customers over the past seven decades. To chronicle the tale of this much-loved brand,
Haldiram’s Story began in 1937 when one Gangabhisan Aggarwal started a shop selling
‘Namkeens’ in the town of Bikaner, Rajasthan.It was really this gentleman’s father
Tansukhdas who originally started the ‘Bhujiya’ business but a new found popularity
was gained by Gangabhisan’s small setup. The name Haldiram’s as the hear-say goes
was his another name which was taken forward by his youngest son Rameshwar Lal
who opened a shop in Calcutta, West Bengal by the name, ‘Haldiram’s
Bhujiawala’.This name was the stepping stone to the later success story of Haldiram’s.
For more than six and a half decades, Haldiram’s Prabhuji has emerged as a
household name for ready to eat snack foods in India. It has come a long way since its
humble beginning in 1937 as a small time snacks shop in Bikaner, in Rajasthan. The
group has presence not only in India but several countries around the world. Haldiram's
Prabhuji with its company name of Haldiram’s Bhujiawala Limited delivers a veritable
range of ready-to-eat snacks that are more than a fun and efficient way to enjoy healthy
and hygienic foods. Haldiram’s Bhujiawala reconnects you with food made out of fresh
produce like seeds, fruits and vegetables using the latest in healthy food preparation by
expert chefs who know their food and uphold certain values that are often misplaced.
Like taste, time, ecology, thrift and community.
Right from the word go, we've always done things differently at Haldiram’s
Bhujiawala. When you're trying to revolutionise snacking, there's no point copying
everyone else, is there? From Namkeen products like chanachurs, mixtures and dalmoth
to Sweets like rasgullas, gulab jamuns, pethas and Baked Products like dundee cakes
and Syrups and Pickles we have all the great Indian snack delicacies.
Whether you are buying for your daily needs or would like to gift a loved one,
you will find amazing treasures at attractive prices that are more than value for money.
30. With state of the art food preparation technology, use of modern, absolutely
hygenic equipment, state-of-the-art packaging and clinically tested ingedients we make
snacking truly lip smacking.
Haldiram Bhujiawala proprietor Prabhu Shankar Agarwal was today sentenced to
life imprisonment along with four others by a fast track court for conspiring to kill a tea
stall owner whose shop came in the way of a food plaza he was building.
Judge Tapan Sen of the Bankshall Court awarded the sentence to Agarwal, history-
sheeters Gopal Tiwari, Arun Khandelwal, Manoj Sharma and Raju Sonkar under
Section 120 B (criminal conspiracy) besides 10 years rigorous prison terms under
section 307/34 (attempt to murder/common intention).
Tiwari was also found guilty under the Arms Act and sentenced to seven years in one
section and three years in another. All the sentences would run concurrently, the
judge said in his order.
Agarwal, owner of the multi-crore food and confectionery chain which has outlets in
many cities and also in London and elsewhere, had failed to persuade tea stall owner
Satyanarayan Sharma in Burrabazar area here to move out as the shop would spoil the
facade of the food plaza he was constructing.
His hired goons had then raided the shop looking for Satyanarayan, but not finding him,
shot his nephew Pramod Sharma, injuring him seriously on March 30, 2005.
Earlier, Agarwal pleaded for mercy before the judge stating that thousands of his
employees and their families depended on him and his incarceration would hamper his
business and put their livelihood in jeopardy.
The judge then asked Agarwal whether his business was affected when he was jailed
earlier for 45 days. Agarwal conceded that it did.
The other four convicts also prayed for mercy. The prosecution had stated that
Satyanarayan had been threatened by the accused a few days before the attack.
Agarwal, who was in London to open his first overseas food plaza at the time of the
attack, was arrested when he returned home two months later.
31. ADVERTISEMENTS ON
HALDIRAMPRABHUJI.COM
We use third-party advertising companies to serve ads when you visit our Website.
These companies may use information (not including your name, address, email
address, or telephone number) about your visits to this and other websites in order to
provide advertisements about goods and services of interest to you.
32. AWARDS & ACHIEVEMENTS
Haldiram’s is an ISO 9002 and HACCP recognized company with several awards under
its belt.
In recognition of its efforts to penetrate globally, HALDIRAM’S bagged the
prestigious ‘INTERNATIONAL AWARD FOR FOOD &
BEVERAGES’ awarded by Trade Leaders Club in Barcelona, Italy, Spain in
the year 1994.
HALDIRAM’S is honored to be a member of Snacks Food Association (SFA),
Virginia, U.S.A. which comprises of world renowned food product
manufacturers.
The Group has also to its credit 'KASHALKAR MEMORIAL
AWARD' presented by 'All India Food Preservers Association' (Regd.) in
1996 at its Golden Jubilee Celebration for manufacturing best quality food
products.
'BRAND EQUITY AWARD 1998' was awarded by Progress Harmony
Development Chamber of Commerce & Industry through Shri Yashwant Sinha,
former Union Finance Minister recognizing the successful creation of Indian
Brand 'HALDIRAM'S'.
Haldiram’s has also been awarded with APEDA EXPORT AWARD for its
highest quality products.
34. CCOOMMPPEETTIITTOORRSS
COMPETITORS OF HALDIRAM’S
The snack industry in Ghaziabad is highly competitive where not only National and
International brands exist but also local brands have made their prominently. Among all
HALDIRAM”S has the advantage of early mover but others also picking up quickly.
There are many competitors in Ghaziabad for Haldiram’s which a matter of concern.
The list of Haldiram’s competitors is as follows:
SSnnaacckkss
BBiinnggoo
llaayyss,,
kkuurrkkuurree,,
ooyyee ooyyee,,
DDiiaammoonndd
SSoommee llooccaall rreeggiioonnaall ppllaayyeerrss
NNaammkkeeeennss
BBiikkaajjii
BBiikkaanneerr wwaallaa,,
jjaaiinn’’ss,,
bbiikkaannoo,,
BBaallaajjii
LLeehhaarr
SSoommee llooccaall rreeggiioonnaall ppllaayyeerrss
36. MMEETTHHOODDOOLLOOGGYY
DDaattaa ffoorr tthhee ssttuuddyy::
PPrriimmaarryy ddaattaa::
iitt hhaass bbeeeenn ccoolllleecctteedd bbyy aa ssttrruuccttuurreedd qquueessttiioonnnnaaiirree aanndd aallssoo tthhrroouugghh oobbsseerrvvaattiioonnss aanndd
iinntteerrvviieewwss..
SSeeccoonnddaarryy ddaattaa ::
IItt wwaass ccoolllleecctteedd tthhrroouugghh ddiiffffeerreenntt ccoommppaannyy..
SSaammpplliinngg tteecchhnniiqquuee:: tthhee tteecchhnniiqquuee uusseedd iiss ccoonnvveenniieenntt ssaammpplliinngg..
Sample size: I have collected data of 455 retailers out of which I found 35 are
incomplete data which cannot be used for analyzed data of rest respondents.
Statisticaltools: many statistical tools like pie chart ,bar graphs and excel.
37. REVIEW OF LITERATURE
Advertising theories and models. How well can these be transferred from text into
reality?
Thestudyhasfocusedonfinding outifthere areanytracesofthetheoriesandmodelsinthe
organizationsadvertisements.
Themodelsaimtopoint outthe differentstepsthatanadvertisementhastotakea customer
troughbeforepurchase,andthisstudyhasexaminedifthe organizationsadvertisementshas
succeededwith this.
Advertising descendsfrommarketingcommunicationsandtocreateagoodadvertisementthe
processmustworkfromthebeginning.Foradvertisingtobesuccessful,theliteratureclaimsth
at the organizationmust be aware ofthe whole process.
38. DATA ANALYSIS
AGE VS IMPACT OF ADVERTISEMENT
0
5
10
15
20
25
30
35
40
25-35 YEARS 35-45 YEARS ABOVE 45 YEARS BELLO 25 YEARS
YES
NO
39. FORM OF ADD VS ITS IMPACT
0
2
4
6
8
10
12
14
A MOVING
ACTION
ORIENTED
ADD
A PICTURE
DEPICTING A
STORY
JUST THE
PRINTED
WORKS
WORD WITH
SOUND
WORDS
WITH A
VISUAL
WORDS
WITH
SOUND
DESIRE TO PURCHASE
INTEREST
POSITIVE IMPRESSION
RECALL
45. HHooww oofftteenn ddoo yyoouu bbuuyy tthhee ssaammee aass yyoouu sseeee iinn
tthhee aadddd ??
0
10
20
30
40
50
60
ALWAYS MOST OF THE TIME NEVER SOME TIMES
TOTAL
TOTAL
46. WWhhaatt iiss tthhee rreeaassoonn ffoorr pprreeffeerrrriinngg aa ppaarrttiiccuullaarrss
bbrraanndd ??
29
16
9
36
TOTAL
DESIGN OF PRODUCT
PRICE RANGE
PRODUCT RANGE
QUALITY
WIDTH AND DEPTH OF THE
PRODUCT
47. FINDINGS AND SUGGESTIONS
Advertising has an impact in B2B marketing.
•
Advertising plays a major role in enhancing business.
•
Television is the most preferred media for catching most of the people attention
•
Advertisements mainly generates interest in the customers and leaves a positive
impression.
•
As advertisements enhancing the business and generating interest with leaving
positiveimpression I would suggest that every business should use advertisements for
promoting the products and services.
48. FINDINGS
The first and the major problem is that the company does not have direct and
permanent contract with retailers. It is general complain that there is a big
communication gap between the company and the retailers and no one is to solve
their problem.
The second problem of retailers is non availability of quick response of
distributors.
Distributors do not send the ready stock and thus the delivery man suffers the
problems when the retailer demands in emergency.
One of the major problems is i.e. they are the price difference. They are getting
same product in different price from others suppliers (the other suppliers are
giving on less price and schemes) thus this problem is very big for distributors
and suppliers both.
Second problem is wholesale market; the wholesale market is creating problem
entering in distributors areas.
The problem faced by the distributors is lack of stands in market. This problem
disturbs the distributors and retailers both. Retailers demand stands to distributors
because executive of others company does not allow to use their stands to put our
product.
There are no any wall paintings or banners in canteens as signage of Haldiram’s
product while the competitors are providing many facilities like this.
49. SUGGESTION
Company should consider the problems of retailers and canteen’s owner.
Company should problems of distributors.
Resettlement of dispute like non payments and wrong commitment
problems is necessary by another executive.
Stand should be provided to needy retailers because another company’s
executive creates problem.
Company should give the stands and racks to each and every counters
where its product is sold.
Company should prevent the interference of distributor in each others
areas.
Company should prevent the undercutting in market.
Company should prevent the wholesale disturbance.
Company should give the incentives to its executives as extra benefits after
salary.
Company should listen and care of sales executive.
Company should recognize the problems in market.
The very necessary work is market screening and recognizing the strength
and weaknesses of competitors.
50. Limitations
The present study was not out of limitations. I have faced some obstacles at the time of
preparingthis report. But as an intern it was a great opportunity for me to know the sales
activities and themarketing strategy. Some constraints are as follow-
◦
One of the major limitations is the shortage of time. Since the officials had no enough
time torespond toward my query but they had tried their best to help me to provide
information.
◦
Because of the limitations of various sources of information the report doesn't contain
manyimportant information and data. So, I was incapable to provide valuable
information.
◦
The main constraints of the study are inadequate access of information, which has
hamperedthe scope of analysis required for the study.
52. BIBLIOGRAPHY
Books-
PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y. AGNIHOTRI,
ESHAN UL Haque 2010. A South Asian Perspective, 13th Edition.
Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open University Press,
The McGraw-Hill Companies
Malhotra, N. K. (2004). Marketing research: an applied orientation, 4th edition,
Prentice-Hall International, London
William G Zikmund, Barry J Babin, Jon C Carr(2009). Business Research
Methods, 8th Edition, South Western Educational Publishing, United States.
Websites-
http://www.haldiramprabhuji.com
https://en.wikipedia.org/wiki/Haldiram%27s
www.scribd.com
www.linkedin.com
"Haldiram's (foods) Limited Revenue". Economic Times. Retrieved 20 Feb 2017.
www.businessstandard.com
53. QUESTIONARIES
Retailer/Consumer Name :________________________________________________
Age :________________________________________________
Qualification :________________________________________________
Profession :________________________________________________
Address :________________________________________________
________________________________________________
Retailer shop name :________________________________________________
1. Brand preference for Bhujia?
a. Haldiram Prabhuji
b. Haldiram Pratik
c. Bhikharam Bhujiawala
2. Brand preference for mixture?
a. Haldiram’s Prabhuji
b. Haldiram pratik
c. Swissium
d. Kitkat
3. Forpickles you prefer?
a. Haldiram’s Prabhuji
b. Haldiram’s Pratik
c. Priya
d. MPS
4. Your satisfaction level of productvariety?
a. Haldiram’s Prabhuji
b. Haldiram’s pratik
c. Swissium
54. 5. The add medium where Haldiram’s prabhuji advertisement is found?
a. Hoarding
b.TV
c. newspaper
d. Word of mouth
6. Which mixture is most preferable?
a. All in one
b. Khatta Mitha
c. Chatpata
d. Khasta
c. tak jhal misti
7. Which productof Haldiram’s do you like most?
a. Bhujia
b. Pickles
c. dalmoomg
d. Mixture
8. How would you rate your level of satisfaction with Haldiram’s Prabhuji regarding
price?
________________________________
9. Are you satisfied with company policy?
Yes ( ) No ( )
10. Are you satisfied with packaging of Haldiram’s Prabhuji’s Product?
Yes ( ) No ( )
