IOSR Journal of Engineering (IOSRJEN) www.iosrjen.org
ISSN (e): 2250-3021, ISSN (p): 2278-8719
Vol. 09, Issue 5 (May. 2019), ||S (XII) || PP 06-08
International Conference on Innovations in Engineering, Technology, Science & Management – 6 | Page
2019 (ICI-ETSM-2019)
Jhulelal Institute of Technology (JIT) is governed by Samridhi Sarwajanik Charitable Trust (SSCT), Koradi
Road, Village Lonara, Nagpur-441111.
Study of Product Analysis, Sales Promotion Strategy and
Customer Satisfaction for Balaji Products
Monal Mishra
Jhulelal Institute of Technology, Lonara , Nagpur.
Abstract: BALAJI WAFERS PVT LTD produces ready to eat food items now a day’s people are found of eating
ready to eat food and BALAJI name is very popular . It has the fully automatic plant in Gujarat the main
objective of the company is to provided best quality product at the cheapest rate we can also say their mission is
quality first coast second the market of the product is large and comprehensive. Obviously primary objective of
any company is to profit maximization but in present competitive marketing approach profit maximization
should not be one and only goal but it is a short term goal every company wants to increase prestige market
share etc so wealth maximization becomes important goal of company which is also long term goal of the
company. The present paper, thus, aims at examining the customer satisfaction for the balaji products. The
paper also identifies product and sales promotion strategy for balaji products. The objectives of present
research is based on Primary data collected from customers and retailers, Nagpur. A survey was conducted,
questionnaire were distributed to 50 customers and 30 retailers and response was collected to depict the
information . Data has been presented in the form of MS- Excel graphs and charts. Study is also conducted to
find out the preferences of the customers and their expectation from the products. Study is also conducted to find
out the reasons why not all class of the customers prefer the products of balaji .
Keywords:promotion strategy, customer satisfaction, quality product .
I. Introduction
Chataka Pataka Tangy Tomato Snacks happens to be all over Gujarat — present in almost every paan
shop and organized retail outlet, but with no jumbo billboards screaming its delights. With simple ideas that may
seem outlandish in this age of brazen marketing, Chataka creator Balaji Wafers Pvt Ltd has managed to fend off
bigger players like Pepsico and Haldiram's in the Rs 600-crore Gujarat market for over two decades since
launch. "Balaji survives solely on word-of-mouth publicity," Mahesh Manjawala, executive director, Triton
Communications, adding that the group has few advertisements to its name. That publicity, say industry
watchers and rivals, comes from the Gujarat- based snacks maker's ability to localise flavours .
"Balaji understands the palate of the consumer well," says Mr Manjawala .Indeed, Balaji products like
Chataka Pataka, Ratlami Sev and Sing Bhujiya, among others, suit the tastes of a specific market. The company
offers masala wafers to cater to the Gujarati palate, chaat masala for the Maharashtra market and a range of
spicy snacks for Rajasthan.
Those products get an extensive reach in Gujarat, courtesy 10 sole distributors and a 400- dealer
network, complemented by a fleet of 150 trucks and 3,500 minivans .According to industry watchers,
tremendous dealer support is one of Balaji's key strengths .Balaji MD says volumes help him offer such prices.
The pricing plan drove PepsiCo's Kurkure down the same path, he says, adding that his rivals had to offer
similar schemes to retain consumers.
II. Review of Literature
1.
A Case Study on Balaji Namkeens
According to Assi. Prof. Keyur Popat The journey of Balaji Group in year 1976 by the member of
Virani family. For supplying wafers and namkeens to local brands to the patrons of Astron Cinema, Rajkot. Due
to the short supply of that product they decided to make their own product line in year 1982.
By the overwhelming retail success they were inspired to set a semi automatic plant. Instead of
preparing wafers by the traditional frying method this semi automatic plant boosted the quality, taste and more
sales also. You can have Balaji snacks in every 100 meters of area in Gujarat. Winning the heart by quality and
great taste and distributing sufficient dealer margin is a winning strategy of Balaji Group. People's love is the
most memorable achievement. In year 2003 Balaji Group took pride to introduce this biggest fully automated
Potato processing machinery plant in India which can process 4500 kg potato and make 1200 kg of chips per
hour.
