BIKANERWALA

PREPARED BY
VASU GARG
080(BBA M2)
BIKANERWALA
Bikanervala is one of India's most prominent families in
the business of traditional hospitality products like Sweets
and Namkeens. Our forefathers devoted their lifetime in
developing exclusive recipes which are now our proud
family secrets. To this wealth of inherited knowledge our
new generation has now added another dimension -Modern
Technology..Bikanervala Foods Pvt. Ltd. is an ISO
9001:2000, HACCP and SQF 2000 certified company with
a chain of 88 outlets in India and aboard, serving
vegetarian North Indian, South Indian, Continental,
Chinese cuisine and Fast Food along with a vast variety of
traditional Indian sweets and snacks.
 CONCEPT

 Bikanervala
The traditional Indian sweet shop cum restaurant is an experience in itself,
here you can find the pleasure & warmth of traditional Indian sweets,
namkeens, chat & snacks and 100% pure Vegetarian multi cuisine
restaurant which is served & delivered with passion and celebration.

Bikano
Bikano is our international brand of packaged sweets, namkeens, papad and
sherbets manufactured according to the world standards of hygiene and
quality.
Bikano Chat Café
Bikano Chat Café is a new age concept of
Bikanervala aimed at establishing a strong network in
the corporate and the retail segment.
It is a chain fast food restaurants and Tuck Shops
serving traditional Indian Chat, Combo Meals, Burger,
Pizza and Snacks in a modern hygienic environment.
Their main focus has been to provide packaged
traditional foods at an affordable price to their
customer groups are located in corporate houses, mall,
and exhibition stalls etc.
Vision
To savor and share the century old culinary heritage of
Bikanervala with ultimate taste and relishing freshness and
ensuring superior customer experience by providing highest
standards of product quality & service.
Mission
Hygiene, purity of ingredients, totally vegetarian products is
the core by which the organization operates. Bikanervala has
efficiently married the art of traditional cooking with the
science of modern retail to create a fast food delivery model
that reflects contemporary expectations.
Organization structure
Today, Bikanervala commitment to quality and professionalism has found
global recognition. The organization is now scaling to create a global
footprint and deliver the same great experience, quality of product and
traditional panache to a world-wide audience. The company is running
outlets in Dub1.15
 Directors and Members
Mr. Manish Aggarwal
 Director
Mr. Shyam Sunder Aggarwal
 Managing Director
Biknervala Foods Pvt. Ltd
Dubai, Kathmandu, New Zealand and London.
 DATA SOURCE:
 Research included collecting both primary and secondary data.
 PRIMARY DATA is the first hand data, new data gathered to help solve
the problem at hand. Data is collected personally for the specific project
through research. Questionnaire was prepared to gather information on
the company marketing and services.
 SECONDARY DATA is the is the second hand data collected by
someone else with is gathered through internet, publications, articles,
company books, etc.
 SAMPLE DESIGN:
 Sampling: With the customer being unknown and given the time and
resource constraints random sample was obtained from different people.
 Sampling Design:
 Convenience Sampling because of time and cost constraints.
 Sample Size:100 Customers
SWOT ANALYSIS
Strength
 tasty food
 commercial complex
 Strong Management (being chef) Strong management can help being chef
reach its potential by utilizing strengths and...
 Innovative Culture (Restaurant industry) An innovative culture helps
Restaurant industry to produce unique products and services that meet...
Weakness
 Financial Leverage (Restaurant industry) Financial leverage allows Restaurant
industry to use their balance sheet to expand their business...
 Lack of Scale (Restaurant industry) A lack of scale means Restaurant industry’s
cost per unit of output is very high. Increasing volume,...
 Cost Structure (Restaurant industry) A weak cost structure means Restaurant
industry’s costs are high in comparison to their...
Opportunity
 delivery
 Fragmented Market (Restaurant industry) Fragmented markets provide many
opportunities for Restaurant industry to expand and increase market...
Threats
 Bad Economy (Restaurant industry) A bad economy can hurt Restaurant industry’s
business by decreasing the number of potential...
 Volatile Currencies (Restaurant industry) Volatile currencies make Restaurant
industry’s investments difficult, because costs and revenues...
 Intl Competition (Restaurant industry) International competitors are numerous and
difficult to combat, because they can have many...
 MARKETING
 marketing strategy isn’t a nice to have, it’s a requirement. Recent research from the
Marketing Institute found that more than 80% of B2B marketers say they have a marketing
strategy, but only a third have documented that very same content marketing strategy.
 This presentation is drawn from our work here at Convince & Convert, where we create
marketing strategy for some of the best-known brands in the world. (if we can help you,
please let us know). In practice, of course, creating a fully functional marketing plan requires
meaningful time and effort (usually 60 days or so for us), but I sincerely hope that this
presentation and the seven steps it outlines for how to do this kind of work, will help you take
your own marketing plan to the next level of success.
 
 Every business organization is established to perform certain tasks or functions on the regular
basis. Bills must be paid, customers must be serving through products or services, customers’
queries must be answered and many other works must be performing by the business. In small
business organization these tasks are performed by one or two persons but in the large
business organizations or companies they appoint specialize persons for each and every work.
 In the large organizations or companies, it is usually easier to identify different functional
areas because people work together in each department. Each department consists of those
persons who carried out the same type of work which is inter – related and inter – dependent
to work of each other.
ACTIVITIES INCLUDE THE FOLLOWING
 Gathering and Analyzing Market Information
 Marketing Planning
 Product Designing and Development
 Standardization and Grading
 Packaging and Labeling
 Branding
 CONSUMER BEHAVIOUR ANALYSIS of Bikano’s NAMKEENS
 Ever since the Indian consumer started showing an interest in the branded
and packaged namkeens, there has been a spurt in the number of players in
this segment. Bikano’s is the undisputed leader in this segment. But today
the consumers have a lot of options and variety to choose from and so a
consumer survey is imperative to study the buying trends and patterns.
 The objectives of the undertaken study are to analyze:
 The most favorable choice of namkeens
 Factors influencing buying behavior
 Type of Buying behavior
 Brand loyalty
 Substitutability of the product
 Future expectations of the buyers
 1) Brand Competition
 Brand Competition includes other companies offering similar products and services to the same customers at
similar prices. Here, the brand competition would be all the companies selling Namkeens along the same lines as
Bikano’s. Because of this brands like Bikano, Frito Lays, etc… and the unorganized sector are considered as
brand competitors.
 
 2) Industry Competition:
 The namkeens industry is essentially made up of a few players producing the same product partially differentiated
along the lines of quality, styling and services. This means that the namkeens industry follows the pattern of
‘Differentiated Oligopoly’.
 
 3) Form Competition:
 Form competition essentially means that competitors who produce products that supply the same service. In case
of Bikano’s Namkeens, it faces stiff competition from traditional snacks like samosas, kachoris etc. and others like
salty biscuits, pizzas, burger and bakery items as people tend to substitute namkeens very easily with these
products. Let’s detail the content marketing strategy a bit more with a quick list of things to do.

 Analyzing what content is needed to fulfill different business goals across the customer journey or for branding
purposes (often overlapping, each touchpoint has a branding dimension as well).
 Making an inventory of existing content and other resources or pieces of information that can be turned into
content.
 Setting up the proper content planning, collaboration and scheduling processes.
 Developing a narrative that takes into account the brand’s promise and unique value proposition. Link the brand
with the business goal and customer intent through content. Establish the tone of voice, style (guide), etc.
Mapping content to pain points, questions and buying cycle. Elaborating
on the buyer personas from a content strategy perspective. Look at the buyer
journey but also the sales cycle (and, as opposed to popular belief, both are
not aligned or the same).
Planning campaigns in the overall marketing strategy whereby various
content marketing tactics can be combined.
Defining governance, content flows, managing content assets, storing ideas
and data, etc.
Training the people that will be involved in the planning, execution and
follow-up.
Closing the loop between your mrketing and sales, which involves content
as well.
Looking at less typical content needs, e.g. for customer service.
Analyzing: competitors, markets, what customers/prospects want and say,
the marketing place, a baseline analysis, etc.
Testing, optimizing, testing, optimizing, testing, optimizing,…
Etc.
THANK YOU