Project on Balaji Salted Chips

Created By:Dipanway Bhabuk

Objective of the Project

• Find out the competitors of Balaji Chips, Salted Category• Direct and Indirect competition • Product Rang of Competitor• Stock keeping units/ store• Customer Research • Pricing and Quantity• Channel Strategy

Company Overview

Balaji, 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)

2008 2012 20150.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

9.50%,

13.70%,

18.60%,

ShareShare

Products

Wafers• Plain-Wafers• Chat-Chaska-Wafers• Kela-Mari-Wafers• Masala-Wafers• More-Wafers• Simply-Salted-Wafers• Kela-Masal-Wafers• Tomato-Wafers• Pizzy

Namkeens• Aloo-Sev• Chana-Dal• Chataka-Pataka-Masala• Farali-Chevdo• Gathiya• Khatta-Mitha-Mix• Mung-Dal• Ratlamisev• Shing-Bhujia• Chataka-Pataka-Tomato• Masala-Shing• Tikha-Mitha-Mix• Vatana• Sev-Mumra

Lays Product Range

• Lay's is available in several flavors: • India's Magic Masala• American Style Cream & Onion• Spanish Tomato Tango• Classic Salted• Hot 'n' Sweet Chili• Swiss Grilled Cheese• Thai Sweet Chilli

Competitors

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

Average Unit Sold/week/Kirana

Company Quantity in gm Price (Rs) Unit sold

Balaji 50gm 10 40-45

Lays 56gm 20 25-30

Parle 50gm 10 10-15

Other 50gm 10 5-10

Indirect Competition

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

Parle: Cream’Onion and Masala Masti

Lays: American Style cream and Sour Cream’onion and Baked, French Salt

2nd Level Competitor

• Any type of snacks• Namkeen• Kurkure• Haldirams

3rd Level Competitor

• Toast Biscuits• Namkeen Biscuits

Balaji’s NPD in same category

Balaji has lunched Masti wafers, Banana Wafers, Cream’Onion to compete with Lays and Parle

Channel Strategy

General Trade: Available in Kiranas

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

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

Visibility

Consumer Research

Sample size: 34Successful: 16

1. Which brand’s wafer do you like to eat?

8; 50%

4; 25%

2; 13%

2; 13%

BalajiLaysParle Others

Brand Resonance

Balaji Lays Parle Other0

1

2

3

4

5

6

7

8

9

8

4

2 2

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

Strong Distribution Network

Do you find Balaji’s wafers every time at any kirana or any type of shop?

14; 88%

2; 13%

Sales

YesNo

Pricing

Are you satisfy with the price of Balaji?

75%

25%

YesNo

New product development in existing category

Do you ever tested Banana Wafers?

81%

19%

YesNo

Packaging

Which type of wafers packet do you purchase every time?

73%

27%

Rs.10Rs.20Rs.35Rs.30

Segmenting

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

88%

13%

YesNo

Loyalty

75%

25%

YesNo

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

Thank you