Global Marketing Report

Professor - Shari-Ann Budram Harris

Group Members

GLOBAL MARKETS Bhumi Patel -

AND STRATEGIES
Parthav Savaliya-
(MKT8035-22F-SEC12)
Akashbhai Vataliya -

Priyam Singh-

Biraj Pandya-

Dhruv Dhaduk-
 Company name –Balaji wafers Balaji

Description wafers is a private limited company that was founded in Chandu Bhai Virani in

about Company
1974. Balaji wafers indulge in the products of manufacturing potato chips,
namkeens, and western snacks.

Initially it was started from the canteen of the cinema hall and after the small
success, they have started supplying potato chips to the local shops nearby in
Rajkot. Today the company has around 5000 workers and the total revenue is
around US$ 500 million.

The headquarter of the company is located in Rajkot, Gujarat, India, and the
manufacturing plant is outside the town of Rajkot.

Balaji wafers is one of the well-recognized chip manufacturing companies with a

market share of around 20%.
 Export - No
expensive and time-consuming for production

Licensing - Yes
Most required to enter in global markets

Strategic Focus and Contract Manufacturing - No

take the sponsorship for saves the costs of manufacturing.
Plan of the Company.
Joint Venture - Yes
hard to share partnership

Equity Stake or Acquisition - Yes

delivery startup is important
 Powerful distribution network
 Expand in different ways
 Understand the requirements

Provides a wide range of products

 Advantages  Gives more range of choices for every
ages according to their taste.

Affordable price
 Easy to buy and less pay more eat.
 Situation analysis (SWOT)
 strengths  Weaknesses  Opportunity  threats

 Strong distribution channel  Poor waste management practices  Diversification of products  Inflation may impact business as the cost
of production also increases the
profitability of businesses will increase.

 Strong financial position and health can  Lack of social networking presence  The emergence of e-commerce and social  As Balaji enters a new market, the culture
allow the firm to make further media marketing as a trend can be a great of the country will differently affect the
investments opportunity for Balaji Wafers business

 High product quality so it is a competitive  Insufficient budget for the marketing and  New market segments provide more  In Canada, there are a lot of competitors
advantage for Balaji wafers. promotion activities opportunities for the expansion of of snacks company that might affect the
business Balaji company.

 High brand loyalty

 Age - Above 10

Gender - All group

Ethnic Background - All ethnicity

Target Education - For both literate and illiterate

market Occupation/Jon title - N/A

Income(range) - Minimum income $500 or below

Marital status - N/A

Household status (rent home, own home, etc.) - For all

Household composition (kids at home, grandparents at home, empty

nesters, other dependents, etc.) - - For all
 The company mainly
focuses on chips and snacks
Mainly Focus : because most customers
preferable on a day-to-day
basis.

Features ( current product) Global product

Size 310gram 310gram
Colour Orange, Blue, Green, Red, Yellow Orange, Blue, Green, Red, Yellow

Product Ingredie
nts
Specially selected potatoes,
Vegetable oil, Salt, Spices &
Condiments 0.5%: Cumin
Specially selected potatoes,
Vegetable oil, Salt, Spices &
Condiments 0.5%: Cumin Powder,
Powder, Chilli Powder, Parsley, Chilli Powder, Parsley, Ginger Powder,

strategy Ginger Powder, Cinnamon, Black

Pepper powder, Dry Mango
Powder, Dehydrated Vegetable
Cinnamon, Black Pepper powder, Dry
Mango Powder, Dehydrated
Vegetable Powder: Onion, Garlic
Powder: Onion, Garlic

Flavour Simply salted, Masala Masti, Simply salted, Masala Masti, Tomato
Tomato Twist, Cream and Onion Twist, Cream and Onion

Packagin Plastic 100% recycling plastic

g
Labelling English English and French
Expiry 4-6 months 4-6 months
date
 Product Images

Family products Youth products Kids products

Redirecting... (n.d.). Facebook - log in or sign up. https://www.facebook.com/BalajiWafers/photos/a.1771882682902140/5531682890255415/?type=3&theater

Key Competitive
Advantage of this
product

Affordable price High product quality

Recycling packaging- Wide variety of

Good for the products (Available in
environment different flavour)
Place strategy
Factory outlet Company-owned outlet Balaji sells the products
through factory outlets
where customers can
directly purchase from
them without any
Uses additional charges.
Easily
Distribution
available Online Balaji website, Amazon, D-mart Customers can order
strategy Distributor through the company
website or from Amazon or
D-mart website

Gives selling B2B Retail stores, i.e, Walmart, Freshco, No Customers can easily
Indicates frills, Costco purchase from any retail
ways store such as Walmart,
channel • By direct sell Freshco, No frills, and
preference • By third party Costco

Hypermarkets Convenience stores, Local grocery stores Customers who live in rural
and supermarkets or urban areas can easily
purchase through retail
stores.
 Penetration pricing:
Balaji will charge low prices at the initial stage, and they undercut the competitors and force
them to match the offer or quickly apply other strategies.

Current Home Country Price Global Price

5INR to 10INR 1.00CAD to 2.30CAD

 Price
strategy

Advertising: Internet
• Search engine, social media, Official Website,
Banner, Content marketing, Influencer marketing
 Direct Response • Direct mail, face-to-face selling, email campaigns

Sales Promotions

Online: TrueView in-stream ads, blogs,

giveaways, flash sales

Traditional: Coupons, contests, point of

sales

Personal Selling • Face-to-face marketing

Methods Event Marketing & Sponsorship

Networking events and mixes, user

conferences, auctions, lunch and learns

Social Media • YouTube, Instagram, Facebook

Traditional media: • Television, Newspaper, Broadcasting, Billboards, Magazines

Public Relations: • Company reports, press releases, Special events, Press kits
\
Conclusion

• Balaji wafers are one of the biggest manufacturers of chips, namkeens, and snacks we have
researched this company and it has a wide range of products, and we have decided how can we
make it global and how can we launch it in Canada.
• Our market plan is to do contract manufacturing with the manufacturer to manufacture the chips for
.
the company and going to take a stake in a delivery company to widen the distribution channel. A
thorough swot analysis was conducted to know all the aspects to be considered while entering the
international market. The product strategy is decided and the target market is also set which we are
going to target. It is going to be pocket friendly, everyday product and finalized by considering
international aspects like pricing, packaging, promotion, etc. The promotion of the product is going
to be done via the internet and the traditional way. The slogan for the product to be launched will be
“ feel the crispiness”.
References