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