A Case Study

@ Balaji Namkeen
Launching Confectionary Segment (Sweet Chocolates)
Introduction:
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 shore supply of that product they decided to make their own product line in
year 1982.

By the overwhelming retail success they 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 are 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.

Overview and Background of Problem:

Balaji Group perceive in growth rather say development to touch the sky. The
company will enhance its product range by adding some futuristic and Indian traditional
taste company will plan to some extruded snacks and western products to their Global
market.
The fame of taste reached to the whole Gujarat hence it was time to take over the
whole Gujarat so that biggest automatic plant of Gujarat came in to the picture. Quenching
the demand of Gujarat, Maharashtra and Rajasthan region Balaji Group is now looking
forward to march over India.
Indeed in a neck to neck competition ear one must implement new ideas and balaji
group has developed the think tank who continuously updates strategy in the right
direction. Think win-win & Stay ahead with us. Recently company has acquired more
space where its entire namkeen unit will be shifted.

MY EYE – Industrial Defined Problem

Prepared By: Assi. Prof. Keyur Popat @ M. H. Gardi School of Management
 *Industrial Defined Problems:
1) If Balaji wants to come up with new segment, confectionary products (Sweet
chocolates) then which kind of Products should be launched? Give references
of existing products and also justify with reasons and statistics. (For ex. Éclair,
Alpenliebe, falero, etc)
2) Take different products of confectionary item of existing companies and find
out the differences in taste, shape, packing and price. (Soft, Hard and Jelly)
3) Find out the customers’ expectations in taste, shape, pack and price of above
products if Balaji wishes to launch.
(Primary Research – Minimum 100 Samples through stratified samples)
4) Which names can be recommended for above products? (Give innovative
names with ref. to soft, hard and jelly based Chocolates)
5) With ref. to above products, suggest distribution network, schemes and prices.
(One should understand the same for existing products)
6) With. Ref. to above products, suggest effective packing for bulk quantity. (For
eg. Pouch for 100 Pcs, Jar for 500 Pcs. , etc)
(One should take reference of existing products and use images as ref.)
7) Briefly Highlight Trend and Statistics of above products. (Volume of
consumption with different geographical area)
8) Explain SWOT analysis of above products.
9) Analyze Porters’ five force model for launching new product confectionary
segment at Balaji.
10)Recommend innovative suggestions to become successful in this segment.

Methodology:
1) Primary and Secondary Search will help you to understand above concepts easily.
2) Use maximum pictorial references wherever available to understand the details.

Evaluation Criteria:
1) Practical application and relevance (ease of execution) to reality.
2) Innovativeness of the idea and the ability to create “buzz/talk ability”.
3) Depth understanding of successful techniques in this space.

* Above questions have been drafted by Assi. Prof. Keyur Popat

for competition purpose only.

MY EYE – Industrial Defined Problem

Prepared By: Assi. Prof. Keyur Popat @ M. H. Gardi School of Management