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Project on Balaji Salted Chips

Created By:Dipanway Bhabuk

Objective of the ProjectFind out the competitors of Balaji Chips, Salted CategoryDirect and Indirect competition Product Rang of CompetitorStock keeping units/ storeCustomer Research Pricing and QuantityChannel Strategy

Company OverviewBalaji, based in Rajkot, Gujarat, India, manufactures and distributes potato chips and other grain-based bagged snacks in flavours.

Started as a micro business it has evolved into a Rs 4000 crore company

Revenue Generated 1000 cr.

Key People: Bhikhubhai, Chandubhai & Kanubhai Virani

Increasing Market Share of Balaji (Indian Market)

ProductsWafersPlain-WafersChat-Chaska-WafersKela-Mari-WafersMasala-WafersMore-WafersSimply-Salted-WafersKela-Masal-WafersTomato-WafersPizzy

NamkeensAloo-SevChana-DalChataka-Pataka-MasalaFarali-ChevdoGathiyaKhatta-Mitha-MixMung-DalRatlamisevShing-BhujiaChataka-Pataka-TomatoMasala-ShingTikha-Mitha-MixVatanaSev-Mumra

Lays Product RangeLay's is available in several flavors: India's Magic MasalaAmerican Style Cream & OnionSpanish Tomato TangoClassic SaltedHot 'n' Sweet Chili Swiss Grilled CheeseThai Sweet Chilli

Competitors Lays from PepsiCo and Parle are the main competitors of Balaji (Plain salted Category)Both are targeting Family and ChildrenHuge difference in quantity for laysParle has failed to grab the market of salt category for test preferences

Average Unit Sold/week/KiranaCompanyQuantity in gmPrice (Rs)Unit soldBalaji50gm1040-45Lays56gm2025-30Parle50gm1010-15Other50gm105-10

Indirect CompetitionLays and Parle have other products for targeting different customers with different needs within this Category

Parle: CreamOnion and Masala Masti

Lays: American Style cream and Sour Creamonion and Baked, French Salt

2nd Level CompetitorAny type of snacksNamkeenKurkureHaldirams3rd Level CompetitorToast BiscuitsNamkeen Biscuits

Balajis NPD in same categoryBalaji has lunched Masti wafers, Banana Wafers, CreamOnion to compete with Lays and Parle

Channel StrategyGeneral Trade: Available in Kiranas

Modern Trade: Available in Big Bazaar, D-Mart, Reliance Fresh, More

Online: truemart.in , vijethagrocer.com, zopnow.com

Visibility

Consumer ResearchSample size: 34Successful: 16

1. Which brands wafer do you like to eat?

Brand Resonance Which brand do you think about most at the time of chips buying?

Strong Distribution NetworkDo you find Balajis wafers every time at any kirana or any type of shop?

Pricing Are you satisfy with the price of Balaji?

New product development in existing categoryDo you ever tested Banana Wafers?

PackagingWhich type of wafers packet do you purchase every time?

SegmentingDo you prefer Balaji Salted chips for your children or your family?

LoyaltyDo you refer Balaji Salted chips to your friends or other?

Thank you