Summer internship project on Sadanand Sweets rcu university

Sadanand Sweets, Gokak
KLS Institute of Management Education and Research, Belagavi. Page 1
1. INTRODUCTION
EVOLUTION OF SWEETS AND MAJOR PLAYERS IN
INDIAN SWEET AND SNACK INDUSTRY
Ancient Sanskrit literature from India mention feasts and offerings of mithas (sweet). One of the
more complete surviving texts, with extensive description of sweets and how to prepare them is
the delight of mind and senses. There are numerous milk-derived sweets, along with describing
the 11th century art of producing milk solids, condensed milk and methods for souring milk to
produce sweets.
Coconut Ladoo ,not only does this easy variety has close to a dozen styles of making it, the
oldest form called the Narayn Nakru in South dates back to the time of the Chola Empire when it
was a sweet that was packed for travelers and warriors as a symbol of good luck for their
expeditions.
Now we can see that sweets are available at each and every nook of the street. No person can
deny having sweets.
There are some of the major players who have conquered the Indian sweets industry for example
Haldiram, Ganguram Sweets, Brijwasi Sweets, Kalevaindia, Kipps Confectioners Pvt. Ltd.,
K.V.Iyer Sweets, Punjabi Chandu Halwais, Suleman Mithaiwala, , Cookie Man India, A1Chips,
Anamika
1.1BACKGROUND OF THE STUDY
I have taken up a project in Sadanand Sweets, Gokak. Topic being “Exploring marketing
opportunities and market entry mode for Sadanand Sweets.”
It is really very important for any firm to analyze what opportunities their business have, and
what all new products and services they can provide to the customers. Always customer seeks for
something new, providing the same thing will make the customer bored and eventually makes
that customer to switch to some other substitute. A business should always understand the
customers and provide them with what they want.

Sadanand Sweets being one of the best producers of Karadant, I will be trying to find a new
market opportunity to them by my research and study. And I will also be suggesting one proper
market entry mode to supply that product.
Always a firm must identify new business opportunities and changing market trends. Recognize
new areas for expansion, and increase your customer base. Discover potential customers and
their needs, which can be incorporated into your services.
IMPORTANCE OF THE PROJECT
By taking up this project I will learn how to find new business opportunities and a whole new
customer base.
I will also be analyzing which will be the best market entry mode for that particular business. I
will also learn how to maintain the quality of any product and how Sadanand Sweets owners
maintain their relationship with the consumers.
I will also be learning how a food industry works and how they store the food and also how will
they maintain the stock levels.
If my suggestions and my new business opportunity is feasible and is approved by Sadanand
Sweets, they will be getting a whole new customer base and a whole new business.
1.2 STATEMENT OF THE PROBLEM
Sadanand Karadant being a very popular brand and a very popular sweet, it is just known by the
people in Karnataka. A very few people know this product outside Karnataka.
The owners have put in a lot of efforts to make it popular among the other states. So I will be
contributing to them by finding them a new business opportunity and a mode of entry into the
market so that the whole India tastes Karadant.
1.3 OBJECTIVES OF THE STUDY
 To know the consumer awareness on benefits of Karadant Sweet
 To find a new business opportunity for Sadanand Sweets
 To identify alternate entry modes for Sadanand Sweets
 To study the reason for preferring Sadanand Karadant

2. LITERATURE REVIEW
"A customer is the most important visitor on our premises. He is not depending on us. We are
depending on him. He is not an interruption on our work. He is the purpose of it. He is not an
outsider on our business. He is a part of it. We are not doing him a favor by serving him. He is
doing us a favor by giving us an opportunity to do so."
- Mahatma Gandhi –
Cooper 2001:- Figure 1 The typical Stage Gate model – from discovery to launch .As shown in
the figure two the Stage Gate Model starts with the discovery of the new products and finishes
with the launch of the product in the market. A post launch review is recommended after the
product has been launched in the market. However in the latest study Robert Cooper explains
that the Stage-Gate model is a process that can be modified depending on the complexity and
size of the project. For instance in a low risk project the stage one and two can be assessed
together, continuing with stages three and four and concluding with the fifth stage. This system
would have three gates instead of five.
Cooper 2013:- The author fully supports the idea of companies modifying the Stage-Gate model
in accordance with their needs. In a shorter process the company would save time, money and
would be accessible for all different types of projects. One product development or launch
process would not be reliable if it is always requiring the same steps. Different products have
different characteristics and naturally they differ in the requirements. Such claim has been also
studied by different authors who have come up with the same conclusion; one strategy does
notfit to all products.

Mac Cormack 2012:- The ideation activity that a company undertakes to generate a set of
product concept represents the concept generation. As a stage in product development process
the concept generation serves to bring to the company as many concepts as possible, review the
concepts and determine the best options which should be considered for further product
development.
Kahn 2011:- A good or bad product idea can determine the success of a project, as the ideas
generation will lead to the new products which can be offered to the customers. There are many
ideas that a company can work on, but the quality of the ideas is usually low quality or low-
value. For this fact it is important that a Company structures a process for generating new ideas
which would help in creating new successful products.
Cooper 2001:- According to Cooper, it is very important to have a product strategy which
defines the areas of the strategic focus deciding which areas you want to search for new
developments. These clear specifications will help to generate more clear and effective ideas
which are difficult to get from a scattered search.
Pan and Tse2000:- divide entry modes into two categories: equity and non-equity. They explain
that these two categories of entry modes considerably differ with regard to investment
requirements and control. First, they assert that equity modes (e.g., joint ventures and wholly
owned ventures such as Greenfields, brown fields, and acquisitions) require the exercise of
higher
Levels of control from firm headquarters, due to their involving a relatively large commitment to
investment. Second, they suggest that non-equity modes (e.g., contractual modes such as
licensing, R&D contracts, and alliances) require lower levels of control since these forms of
entry are much less investment intensive.
Anderson &Gatignon 1986:-Always a firm must identify new business opportunities and
changing market trends. Recognize new areas for expansion, and increase your customer base.
Discover potential customers and their needs, which can be incorporated into your services.

3. RESEARCH METHODOLOGY
Methodology is the systematic approach to the given problem. In other words, it is the way in
which we go for the collection of the data. Therefore the better way of collecting data is more
important than the collected because, ultimately the data collected is depended upon how we
approach towards the data. The data has been collected in the following way.
3.1 Research Design
I have used exploratory research design. As I am finding a business opportunity and a market
entry mode for Sadanand Sweets I have to explore the market, so exploratory research method is
suitable for my study
3.2 Sample Design
Sample size calculation
Margin of error 3%
Level of confidence 95%
Population size 240
Response distribution 50%
Sample size 197
The sampling method used in this study is Convenience sampling method
3.3 Data sources
1) PRIMARY DATA:
It is the actual and very important data collected by researchers himself, it involves the formal
way of collecting the data where in there is a formal meeting with deferent managerial personal
observation
Primary data has been collected through personal interview by direct contact method. The
method which was adopted to collect the information is ‘Personal Interview’ method.
Personal interview and discussion made with manager and the employees/workers in the industry
for this purpose.
Also questionnaires were given to dealers and customers to their feedback.
2) SECONDARY DATA:
Secondary data is the data which is already collected by someone else and which is used for
study purpose. It is the data, which gives relevant information in the different fields wherever we
want. The data is collected from company website

4. COMPANY PROFILE
FIRM NAME :- Sadanand Sweets
ESTABLISHMENT :- 1968
TYPE OF FIRM : - Partnership firm
OWNERS : - Shankar. Devarmani ,Uday.Devarmani ,
Sanjay.Devarmani
TYPE OF UNIT :- Small scale production unit
ADDRESS :- Opposite to old bus-stand ,Sadanand Sweets,
Gokak,Dist-Belgaum,State-Karnataka.
591307
TELEPHONE :- (08332)-226255
MOBILE : - 9480121230, 9620567478
ONLINE SHOPPING WEBSITE :- www.gokakkaradant.com
E-MAIL :- sadanandsweets@gmail.com

4.1 HISTORICAL BACKGROUND
It all started with a small tea stall in 1965 in the market place of Gokak. Mr. Shankar
Devarmani started it. He did the same business for 3-4 years and collected some funds
from that tea stall. He then constructed a small hotel near bus-stand of Gokak . Though it
was in the center of the city the sales were not much good as there was nothing special to
have.
Then he started preparing a snack called 'Sangeet' ( similar to bhel ). That time that snack
was sold at 60 paisa. This snack became the favorite of localities and they sold as many
as 1000 to 1200 plates per day . One more special breakfast available in Sadanad hotel
was Chapati Usal. These were the most sold things in the hotel.
Mr.Shankar Devarmani then thought of preparing Kardant and selling it as it was a
special delicacy of Gokak town and it was available in some shops only in Gokak. He
learnt to prepare it by the help of his business friends who prepared Kardant. In 1970 he
started preparing Kardant. Daily he would prepare 2-5 kg's of Kardant. The sale of
karadant was normal and they would sell 2-4 kg's of karadant per day.
Mr. Shankar Devarmani then came up with a innovative idea of producing two different
qualities of Kardant. Sadanand sweets were the first sweet mart to produce 2 quality of
Karadant in entire Gokak. It was the turning point of Sadanand sweets . It started getting
more popular and it attracted more customers. The sales increased from 4 kg's per day to
10 - 12 kg's per day. He also started preparing other sweets like ladagiladu , dink ladu ,
kunda and milk barfi. In these days Kardant was prepared by hand.
The sales started increasing. They then started to keep karadant in different shops and
gave commission to the seller. Even here also this was the first shop whose karadant was
available at different places in Gokak. This was their first step in marketing their product.
They then constructed a whole new building where sweet section and hotel section were
different. Mr. Shankar Devarmani's both sons Mr. Uday Devarmani and Mr. Sanjay
Devarmani joined the business too.

Then they planned to sell Kardant in different cities also. They started with Belgaum
followed by Hubli, Dharwad and many other cities. Like this they started getting more
popular.
The only reason why people started loving Sadanand kardant was firstly the quality of the
product and then the love they showed for the customers. They never compromise with
the quality of their products. They maintain the same taste and the consistency and
quality of the product. This is what took them so high.
Now the production of Kardant is so high they produce 5-7 quintals per week, and
sometimes it also reaches to 10 quintal per day. Now all machineries are used to prepare
Kardant and it is fully automatic.
Now the Sadanad Kardant is available in more than 30 cities all over Karnataka .They
have developed so well that they are selling their products online and also have an
android shopping application. Now in future they will be constructing a huge
manufacturing unit and producing much more variety of products and compete in
national level market.

4.2 VISION AND MISSION
VISION:-
 To ensure that each and every customer of ours should be satisfied by our product
and service.
 To maintain the same taste and quality of the product.
 To compete with our competitors by providing customers with high quality and
variety of products
 To produce diet friendly products so that diet conscious people can also enjoy
our delicacies
MISSION:-
 To promote our product in the entire country , now it is only known by the
people in Karnataka and our main mission is make Kardant22 a known product
all over India and in other countries
 To make it easy for the customers to get our products at their door steps within a
minimum time.
 Different delicacies of different places should be available at one place itself.

4.3 ORGANISATIONALSTRUCTURE
Firm head
Executives
Inventory Department Production Department H.R. Department
Finance Department Marketing Department
As Sadanand Sweets is not a company but a firm, there are no separate executives for each
department. All the departments are handled by the family members only.
They are as follow
Shankar Devarmani
Roopa Devarmani Inventory Department
Hema Devarmani
Sanjay Devarmani - H.R Department and Production Department
Uday Devarmani - Marketing Department and Financial Department

REVOLUTION OF SADANAND SWEETS

4.4 PRODUCT PROFILE
1. PREMIUM GOLDEN KARDANT
2. GOLDEN KARDANT
3. LADAGI LADU

4. GOLDEN DINK LADU
5. GOLDEN NAMKEENS
6. NAMKEENS
MAKKA CHUDA MASALA CHUDA MASALABOONDI POTATO CHUDA
BHAKARWADI MASALA PEANUTS CHAKALI LASOON CHUTNY

7. OTHER SWEETS:-
PEDHA DHARWAD PEDHA KAJU KATLI KUNDA RAS MALAI
BESAN LADO JAMOON MILK CAKE PISTA BARFI MILK BARFI
MOTICHUR LADOO LAKAND MYSORE PAK RAS GULLA CHOCOLATE BARFI
The above mentioned products are some of the main products which are sold at Sadanand
Sweets. All the products are of high quality and they maintain the same taste and the
same quality.

PRODUCT NAME AND QUANTITY AVAILABLE
PRODUCT NAME QUANTITY AVILABLE
Premium Golden Kardant Quarter kg, Half kg, One kg
Golden Kardant Quarter kg, Half kg, One kg
Ladagi Ladu Quarter kg, Half kg, One kg
Premium Dink Ladu Quarter kg, Half kg, one kg
Golden Dink Ladu Quarter kg, Half kg, One kg
Kunda Quarter kg, Half kg, One kg
All Milk Barfi Quarter kg, Half kg, One kg
Dry Fruit Barfi Quarter kg, Half kg, One kg
Ghee Mysore Pak Quarter kg, Half kg, One kg
Mysore Pak Quarter kg, Half kg, One kg
Jalebe Quarter kg, Half kg, One kg
Ghee Besan Ladu Quarter kg, Half kg, One kg
Besan Ladu Quarter kg, Half kg, One kg
Sonpapdi Quarter kg, Half kg, One kg
Golden Namkeens Quarter kg, Half kg, One kg
Bhakarwadi Quarter kg, Half kg, One kg
Chuda Quarter kg, Half kg, One kg
Shev Quarter kg, Half kg, One kg
Jhangir Quarter kg, Half kg, One kg
Special Pedha Quarter kg, Half kg, One kg
Balusha Quarter kg, Half kg, One kg
Badampuri Quarter kg, Half kg, One kg
Lasoon Chutny 200gm packet
 According to my study they set the prices on the basis of cost of production
 According to my study the products available with them ranges to Rs.1 to
Rs.1000 per unit

PLACES WHERE SADANAND PRODUCTS ARE AVAILABLE
PLACE NAME DEALER NAME
1. Gokak - Sadanand Sweets
2. Belgaum - Umesh Chitagi
3. Dharwad - M.A.P Enterprise
4. Hubli - Praveen Badaganavar
5. Jamakhandi - Mainuddin
6. Savadatti - Basava enterprise
7. Chikkodi - Laxmi bakery
8. Bangalore - R.Desai , Suvarna Enterprises
9. Kolhapur - Chiklesangli
10. Chitradurga - Prabhu chitradurga
11. Hassan - Somshekar
12. Yeragatti - Mainuddin
13. Haveri - Banshankri garments
14. Udupi - Panduranga enterprise
15. Bagalkot - Hirema
16. Hukkeri - Mahadevmunolli
17. Bombay - Geeta enterprise
18. Nesargi - Netravati hotel

SADANAND KARDANT IS ALSO AVAILABLE AT THEFOLLOWING
SUPERMARKETS
Big-Bazaar
More for you
D-Mart
It will be soon available in Reliance Fresh as well
4.5 MARKETING STRATAGIES
How did Sadanand sweets marketed its products in past?
When Sadanand sweets started getting famous their first step in marketing was they
started distributing Kardant and other products of theirs in local shops and slowly they
started to distribute kardant outside Gokak i.e. Belgaum ,Dharwad etc. To attract more
people they also started giving advertisements in newspapers and local magazines. They
also started advertising through pamphlets. That time these were the best possible
mediums of advertisement they said.
The following are some of the present marketing strategies used by Sadanand
Sweets.
1. Television Advertising: - Sadanand sweets telecasted its first television
advertisement in 2004-2005. It was telecasted on U2 Kannada musical channel.
Then they started giving it on some other Kannada channels. Presently they have
telecasted their advertisement in more than 5-6 Kannada channels including news
channels.
2. Holdings: - Presently there are more than 10 holdings in Gokak. The owner says
that whenever they start a new franchise or give a new dealership they provide
them banners as it is easy to put up and attracts more people. Every shop where
Sadanand sweets are available there is a banner put out on their shop and one
nearby their shop.

3. Trade shows: - There are many trade shows happening all around Gokak,
Belgaum, Hubli, Dharwad and many other places. Sadanand sweets make sure
that there is a stall of theirs in the food section of that trade show. They believe
that many people from other cities gather at one place itself so it is the best way of
promoting their products.
4. Seasonal Marketing: - There are a few products which are available only in
some special occasions. Like in festival season, Sadanand sweets put its banners
around the city wishing the public for the particular festival, and also that banner
includes the photos of the products which are available at that particular festival.
They do it in all othe festivals like Deepawali, Dushera, Naga Panchami, Ganesh
chaturti etc.
5. Blogs: - There are many blogs written on Sadanand sweets, their products which
are famous like Kardant, LadagiLadu, DinkLadu. And also about the service
given by them. They post these blog on social media sites and also other websites
where people can read those blogs and get to know about Sadanand Sweets and
about their products.
6. Sampling: - As it is all about food, until and unless people taste it they don’t buy
it. Whenever a customer enters the shop the sales men provide them samples,
weather they buy or not. They provide ‘try before you buy’ service to the
customer.
7. Word of mouth: - This means, when a customer gets satisfied he pass on the
message or the information about the product to his friends, family and other
people. This can happen only when a customer gets high quality of products as
well as service. And Sadanand Sweets has mastered in giving these two to the
customers. This is the reason why customers prefer Sadanand sweets.

4.7 RAW MATERIALS
BADAM PISTA ANJEER KAJU
WALNUT KHARIK MANUK JAGGERY
OIL GHEE GRAM FLOUR SUBJA SEEDS
EDIBLE GUM MAIDA DRY COCONUT MILK
CURD KHOYA POPY SEEDS FOOD FLAVOURING
SPICES SUGAR GULKAND

FUEL
L.P.G
CORN REMAINING

PRODUCTS MANUFACTURED IN SADANAND SWEETS
1. KARDANT
Kardant is one of the major selling products of Sadanand Sweets hence Sadanand Sweets is
famous for Kardant. The word kardant has its roots in the Kannada language, meaning Fried
edible gum. The product is prepared from edible gum mixed with dry fruits and has a chewy
texture. The other ingredients in these yummy sweet are jiggery , dried coconut, poppy seeds and
spices. Puer ghee is used in it. There are two variets in kardant‘Premium Golden Kardant’ and
Golden Kardant’. Both are available in 250gm, 500gm and 1kg packs.
2. LADAGI LADU
Sadanand Sweets is famous for another high quality sweet called Ladagi Ladu. The Ladagi ladu
is a North Karnataka specialty made popular by sadanand sweets. It is mainly made with hard
boondi and loaded with jaggery, coconut and dry fruits. There is only one quality prepared in it
there is no variety available in it. These are available in 250gm, 500gm packets
3. GOLDEN DINK LADU
The dink ladoo is a traditional sweet made by sadadanandsweets .theseladoo are made up
of Edible gum, Ghee, jaggery, Subja seeds and lots of dry fruits. The ingredients in the

ladoo are excellent for health and are known to give added strength and heat to the body
during the cold season. Sadanand sweets use super quality dry fruits and pure ghee to
make their dink ladoo , making these local specialties a favorite with people in region of
India. These are available in 250gm , 500gm and 1kg packs.
4. GOLDEN NAMKEENS
Golden Namkeens is nothing but Pharsan. The main ingredient used in making pharsan is
gram flour. Pharsan is a type of Guajarati snack made of gram flour and also loaded with
some dry fruits. Roasted in ghee, they are the perfect crunchy companions with tea.
Golden Namkeens is available in 250gms. 500gms and 1kg packets.
5. Kunda
Though it is a famous delicacy of belgaum Sadanand sweets prepares it in gokak also.
Kunda is prepared purely from milk and khawa. A correct quantity of khawa and sugar
has to be mixed in milk before boiling it. As it starts boiling it is stirred continuously until
it gets a solid form and brown color .it is available in 250gms , 500gms and 1 kg pack.
6. MysorePak
Mysore pak is a rich sweet dish prepared in ghee, from southern India, usually served as a
dessert. It originated in Mysore. It id made up of generous amounts of ghee, sugar, gram flour,
and often cardamom. The texture of this sweet is similar to fudge

7. Milk Barifi’s, Dry fruit Barfi and other Milk items
PEDHA DHARWAD PEDHA KAJU KATALI RAS MALAI
JAMOON MILK CAKE PISTA BARFI WHITE BARFI
KALAKAND CHOCOLATE BARFI
Most of these milk barfi contain some amount of khawa in it. A huge amount of milk and
khawa is added in a contained and it is reduced. Then sugar is added to it . This is the
base for barfi . Then it is divide in equal portions and then different flavors are added to
those portions and then those flavored barfi are prepared.

4.7 PRODUCTION PROCESS
PRODUCTION PROCESS OF KARDANT
1. All the dry fruits and some spices are mixed in ghee and roasted for some
time.
2. Jaggery is melted in a big container and then those dry fruit and dry coconut
are mixed in it.
3. Then it is removed and put in big trays and left over night to set
4. Next day those are cut into small cubes of 250gms and 500gms
5. The last step is those are then packed into boxes as per their sizes

PRODUCTION PROCESS OF OTHER PRODUCTS
1. LADAGI LADU
1. A mixture of gram flour and salt is prepared which is mixed with water with a
thick consistency
2. Then with that batter boondi is prepared which are crunchy
3. Jaggery is melted to get thick consistency and then boondi is added to it.
4. As soon they add the boondi they also add dried coconut and some spices in it.
5. Then it is taken off from the gas and left to cool down.
6. Then they prepare ladoos each weighing 30gms approximate.
7. Then it is packed in 250gms and 500gms pack.
2. DINK LADU
1. First jiggery is melted till it gets a thick consistency.
2. All the dry fruits like badam, kaju, pistaetc are roasted in ghee and added to
the jiggery mixture.
3. They are mixed well and then dry coconut and subja seeds are added to it and
mixed well
4. At last they add edible gum (dink) to it and mixed well.
5. They leave it to cool down and then they make ladoos of that mixture each of
30 grams approximately
6. They pack it according to the packs of 250gms and 500 gms.

3. MILK BARFIS
1. Milk and khoya are added in a big container and mixed together
2. After it starts boiling sugar is added and mixed well and it is let to cool.
3. This is the base for all the milk barfi.
4. Small portions are made from that milk and khoya mixture.
5. And in those portions different flavors are added and that particular flavor
barfi is prepared
4. KUNDA
1. Milk and khoya are added in a mixer which is connected to a gas cylinder.
2. Both are continuously rotated in that mixer on a low flame
3. After some time sugar is added to it.
4. It is again mixed till it gets thick and gets a brown color.
5. At last cardamom is added to it and it is served hot

GRAPH SHOWING TOTAL PRODUCTION SINCE 5 YEARS
TOTAL PRODUCTION OF KARDANT
Y – Total Production 1 unit = 1000 kg
X – Year
0
5
10
15
20
25
30
35
40
45
50
2013 2014 2015 2016 2017
YEAR TOTAL PRODUCTION (in kg)
2013 21,000 kg
2014 32,000 kg
2015 38,000 kg
2016 41,000 kg
2017 46,000 kg

TOTAL PRODUCTION OF LADAGI LADU
2013 19,000 kg
2014 24,000 kg
2015 29,000 kg
2016 34,000 kg
2017 39,000 kg
X – Year
0
5
10
15
20
25
30
35
40
45
2013 2014 2015 2016 2016

TOTAL PRODUCTION OF GOLDEN NAMKEENS
2014 9,500 kg
2013 12,000 kg
2015 15,000 kg
2016 18,000 kg
2017 20,000 kg
X – Year
0
5
10
15
20
25
2013 2014 2015 2016 2017

4.8 PROBLEMS FACED BY SADANAND SWEETS
1. RAW MATERIALS :-
The major problem that Sadanand Sweets facing is the problem of raw materials.
As many of the raw materials come from different places there are sometimes delay in
transportation of raw materials. Till all the raw materials reach at the place they cannot start the
production, they need to wait till the goods reach. Sometimes the taste of the raw materials
differs from one season to another. So the owner said that they look for 3-4 different variety of
that particular raw material and select one. There are some different verities of a particular raw
material which sometimes has the same taste than the regular one in different seasons, but the
cost increases by some amount.
2. TECHNOLOGY:-
Sadanand sweets use outdated methods in production unit. There are some products which are
still manufactured by using old methods. For example, they still make Namkeens by hand. There
are different products mixed together and then namkeen is prepared . They produce all those
manually. If we see the production quantity and the way they produce it, it really consumes a lot
of time. They also make ladoos by hand which consumes a lot of time.
3. INFRASTRUCTURE
The availability of space in the production area is very less. There will be problems if there is a
huge production going on. And also they store the products at the same place only and it also
consumes a lot of space, and it also becomes difficult to store the finished goods. Also there is
very less parking space available for the customers to park the vehicle in front of the shop.
4. COMPETITION
Sadanand Sweets face competition locally as well as from other cities also. There are many small
local stores who prepare kardant for very cheap price; hence they cannot cater to poor people.
There are also some kardant producers who came into market much before Sadanand sweets
started.

5. UNSKILLED MAN POWER
There is very less availability of skilled man power. The salesmen who are there in Sadanand
sweets are unskilled. Many problems arise if those workers are unskilled, for example they may
measure the products wrongly and give more quantity or less quantity. Even in production unit
there should be skilled laborers. All those labors who prepare sweets they must be knowing the
proper proportion of the raw materials to be put to produce a particular product. Even when new
machinery is installed the labors must know to use it

5 .DATA ANALYSIS
Data Analysis of questionnaire given to dealers
1. Through what mode do you sell Karadant?
Table 1
OPTIONS RESPONDENTS PERCENTAGE
a. Wholesailing 16 80%
b. Franchise 4 20%
Total 20
Figure 1
INTERPRETATION
Most of the dealers of SadanandKaradant sell Karadant through Wholesaling. And there are only
4 Franchise of Sadanand Sweets.
80%
20%
Karadant sold through retailing and
wholesailing
Wholesaling
Franchise

2. Which brand karadant is sold more by you ?
Table 2
OPTIONS RESPONDENTS PERENTAGE
a. Sadanand Karadant 20 100%
b. Kalaburgi Karadant 0 0%
c. Amingad Karadant 0 0%
d. Others 0 0%
Total 20
Figure 2
X axis - Dealers opinion
Y axis – Number of respondents
INTERPRETATION
All of the respondents said that Sadanand Karadant is sold more. So Sadanand
Karadant is more popular than other brand.
0
5
10
15
20
25
a b c d
Karadant brand soldmore by dealers
Dealers…

3. Promotional that has been provided by Sadanand Karadant.
Table 3
Figure 3
X axis – Dealers opinion
Y axis – Number of Respondents
INTERPRETATION
85% of the respondents said that the promotional support given by Sadanand Karadant is
Excellent and other 15 % said that it is good.Sadanand Sweets should not ignore that 15%. They
have to take care of them as well
0
2
4
6
8
10
12
14
16
18
a b c d
Level of promotional support providedby Sadanand
Sweets
Dealers opinion
a. Excellent 17 85%
b. Good 3 15%
c. Average 0 0%
d. Below average 0 0%
Total 20

4. What attributes do you consider most important in Karadant?
Table 4
OPTIONS RESPONDANTS PERCENTAGE
a. Price 0 0%
b. Quality 0 0%
c. Demand 0 0%
d. Brand image 0 0%
e. All of the above 20 100%
Total 20
Figure 4
INTERPRETATION
All of the 20 respondents said that all the attributes are very important in Karadant, they are
Price, Quality, Demand, and Brand image. This is from a dealer’s point of view.
0
5
10
15
20
25
a b c d e
Important attributes in Karadant
Dealers opinion

5. How is the margin provided by Sadanand Karadant is compared to other brand
Karadant?
Table 5
a. Excellent 17 85%
b. Good 3 15%
c. Average 0 0%
d. Below average 0 0%
Total 20
Figure 5
INTERPRETATION
The margin provided by Sadanand Sweets is excellent. Most of the dealers said they are
happy with the margin provided by Sadanand Sweets. Providing higher margine makes
0
2
4
6
8
10
12
14
16
18
a b c d
Level of margin provided by Sadanand
Sweets
Dealers opinion

seller suggest Sadanand Karadant first. This itself is a kind of promotion to Sadanand
Sweets.
6. Where all you supply Karadant ?
Table 6
a. Sweet shop 18/20 90%
b. Hotels 17/20 85%
c. Mess 3/20 15%
d. General Stores 11/20 55%
e. More 1/20 5%
f. Reliance Fresh 0/20 0%
g. D-Mart 2/20 10%
Figure 6
X axis – Places where dealers supply
INTERPRETATION
Dealers of Sadanand Sweets supply Karadant more in Sweet shops and Hotels. There
are also few general stores and mess where Sadanandkaradant is available. It is even
available in huge retail chains like More for you and D-mart. SadanandKaradnt will
soon be available in Reliance fresh as well.
0
2
4
6
8
10
12
14
16
18
20
a b c d e f g
Where all Sadanand Karadant is supplied.
Dealers opinion

7. Do you think the Sadanand Karadants Demand is Increasing ?
Table 7
a. Yes 20 100%
b. No 0 0%
Total 20
Figure 7
INTERPRETATION
All the 20 respondents have said that the demand for Sadanand sweets is increasing. Hence their
sale has also increased.
100%
Increasing Demand for Sadanand Karadant
yes
no

8. Do you think sadanand sweets should come up with more products?
Table 8
Figure 8
INTERPRETATION
Out of 20 respondents 16 respondents said that they want new products to be launched by
Sadanand Sweets i.e 80% of the respondents said yes.
Out of 20 respondents 4 respondents said that they don’t want any new products by Sadanand
Sweets i.e 20% of the respondents said no.
80%
20%
Should Sadanand Sweets launch more
products?
yes
no
a. Yes 16 80%
b. No 4 20%
Total 20

Data analysis of questionnaire given to customers
1. Which brand Kardant do you prefer buying?
Table 2.1
a. Sadanand kardant 200 100%
b. Kalburgi Kardant 0 0%
c. Amingad Kardant 0 0%
d. Others 0 05
Total 200
Figure 2.1
X axis = Brands
Y axis = Respondents
INTERPRETATION
All 200 respondents preferred Sadanand kardant more than other brand. I.e. 100% of the customers
0
50
100
150
200
250
a b c d
What brand Karadant customerprefer.
Customer opinion

2. How you came to know about Sadanand Sweets?
Table 2.2
a. Friends 37 19%
b. Family 100 50%
c. Advertisement 38 19%
d. Others 25 12%
Total 200
Figure 2.2
X axis = Feedback
INTERPRETATION
Most of the people came to know about Sadanand Karadant by family and friends more
than any other media. It has got a strong word of mouth promotion. And it is the most
trustable and strongest form of advertising.
0
20
40
60
80
100
120
a b c d
How customerscame to know about
Sadanand Sweets.
Customer feedback

3. Why do you buy Kardant?
Table 2.3
a. To gift relatives and friends 48 24%
b. Family Functions 35 18%
c. Self Consumption 79 40%
d. For Festivals 38 18%
Total 200
Figure 2.3
X axis = Feedback
INTERPRETATION
48 respondents out of 200 buy kardant to gift it to the relatives and friends. I.e. 24% of the
customer.
35 respondents out of 200 buy kardant for family functions I.e. 18% of the customer.
79 respondents out of 200 buy kardant for self-consumption. I.e. 40% of the customer.
38 respondents out of 200 buy kardant for festivals i.e. 18% of the customer.
Hence the consumption is more for self-consumption.
0
20
40
60
80
100
a b c d
Purpose of buying Karadant
Customer feedback

4. why do you prefer Sadanand kardant?
Table 2.4
a. Taste 0 0%
b. Quality 0 0%
c. Price 0 0%
d. Brand Image 0 0%
e. All of the above 200 100%
Total 200
Figure 2.4
X axis = Preferences
INTERPRETATION
All the 200 respondents prefer SadanandKardaant because of its Quality, Price, Taste and Brand
Image
0
50
100
150
200
250
a b c d e
Why customer preferSadanand Karadant?
Customer feedback

5. What quality Kardant do you buy often?
Table 2.5
a. Premium Quality 112 56%
b. Golden Quality 88 44%
Total 200
Figure 2.5
INTERPRETATION
112 respondents out of 200 buy Premium Kardant, i.e. 56% of the customers.
88 respondents out of 200 buy Golden Kardant, i.e. 44% of the customers.
The preference for Premium Kardant is more as compared to Golden Kardant.
56%
44%
What quality Karadant do Customersbuy
more.
Premium Quality
Golden Quality

6. Who all eats Kardant in your home?
Table 2.6
a. Kids 0 0%
b. Adults 0 0%
c. Old aged people 0 0%
d. All 200 100%
Total 200
Figure 2.6
INTERPRETATION
All 200 respondents responded that the Karadant is consumed by all aged group in their house.
0
50
100
150
200
250
a b c d
Who all consumes Karadant
Customer feedback

7. How often do you purchase Sadanand Kardant?
Table 2.7
a. Once a week 21 10%
b. Twice a week 1 1%
c. Once a month 94 47%
d. Occasionally 84 42%
Total 200
Figure 2.7
X axis = Time
Y axis =Respondents
INTERPRETATION
With the above data we can see that most of the customers buy Sadanandkaradant once a month.
When I asked customer why, they said it is a very healthy sweet. And some people buy it
occasionally for festivals or when the travel to their relatives place.
0
10
20
30
40
50
60
70
80
90
100
a b c d
How often do you purchase Sadanand
Kardant?
Customer feedback

8. Are you diabetic? If yes do you prefer eating Kardant over other sweets?
Table 2.8
OPTIONS RESPONDNETS PERCENTAGE
a. Yes 139 70%
b. No 61 30%
Total 200
Figure 2.8
INTERPRETATION
Around 70% of the people said that they have diabetes and they still consume Karadant. So
Karadant is such a sweet which can be consumed by diabetic people also
70%
30%
Customerfeedback
yes
no

9. Rate the following attributes from 1 – 10 ( 1- being worst - 10 being best)
Table 2.9
Figure 2.9
Here 8, 9, 10 are the ratings given by the respondents. Customers have not rated less than 8 to all
the parameters.
INTERPRETATION
For Taste 11 people rated 8, 30 people rated 9, 159 people rated 10
For Quality 8 people rated 8, 30 people rated 9, 162 people rated 10
For Price 21 people rated 8, 39 people rated 9, 140 people rated 10
For Healthy 20 people rated 9, 180 people rated 10
For Availability 23 people rated 8, 21 people rated 9, 156 people rated 10
0
20
40
60
80
100
120
140
160
180
200
taste quality price health availability
Ratings for Attributes
8
9
10

10 . Currently Kardant is available at 250gms and 500gms packets, do you want Kardant in
smaller packs, if yes please tick any of the options below.
Table 2.10
a. 100 gms 143 71%
b. 50 gms 14 7%
c. None 43 22%
Total 200
Figure 2.10
INTERPRETATION
Most of the customers want Sadanand Karadant to be packed in 100gm packaging. And few
people are fine with the current packaging.
143
14
43
0
20
40
60
80
100
120
140
160
a b c
Package Preferences
Customer feedback

6. FINDINGS AND CONCLUSIONS
Findings from the dealers
 Sadanand sweets supply their products on wholesale basis. There are more wholesalers
than franchisers. There are only 4 franchises of Sadanand Sweets.
 All of the wholesalers sell only Sadanand Karadant they don’t deal with any other
Karadant brands.
 The wholesalers supply to various retailers and with all the retailers the sales of Sadanand
Karadant is more than any other brand Karadant
 Most of the dealers are given excellent promotional support. In festival seasons banners
are sent to the wholesalers. And if any of the wholesalers wants to put up a stall in any
exhibitions all the support is provided by Sadanand Sweets.
 Price, quality, demand, and brand image all are very important attributes in Karadant as
per the dealers of Sadanand Karadant. Sadanand sweets have all these attributes at its
optimum level.
 No other brand provides as much margin as Sadanand Karadant provides. So it’s a good
thing for the Sadanand Sweets also as they give more margin and also higher quality
retailers and dealers will automatically suggest Sadanand Karadant for customers to buy.
 Because it is giving higher quality products and good margin for the dealers and have a
good relation with the customers the demand for the Sadanand Karadant is increasing.
Hence we can also see the increasing trend in the production of the various products of
Sadanand Sweets.
 More than 50 % of the dealers wants Sadanand Sweets to launch more products and
increase their product diversification
 Dealers want Sadanand Sweets to improve its packaging they want it much more
attractive.

Overall all the dealers are satisfied with the Sadanand Sweets. I learnt how to make our products
sell without much of advertisements. Sadanand Sweets give good amount of margin to the
dealers which eventually will make the dealers and the retailers suggest Sadanand Karadant to
the customers. Even this is also one of the ways of increasing sales. We have to five good profit
margins.
When I talked with the owners, they said that wholesaling is the best option. Instead of
franchising they opt for wholesaling. Because they said that there is more investment required to
set up franchise. They want their product to be available in most most of the places like Hotels,
General Stores and other retail chains like D-mart, Reliance fresh and More .so that it becomes
easily accessible for the customers.

FINDINGS FROM THE CUSTOMERS
 Most of the people came to know about Sadanand Karadant by family and friends more
than any other media. It has got a strong word of mouth promotion. And it is the most
trustable and strongest form of advertising.
 People buy Karadant to gift to their relatives, for family functions, and for festivals. Most
of the people buy it for self consumption.
 People prefer Sadanand Karadant for its taste, quality, brand image, price and mainly the
quality. If people taste Sadanand Karadant even once they will for sure become lifetime
customers of Sadanand Karadant.
 44% of the customers prefer buying Golden Karadanti.e the regular quality. And other
56% prefer buying Premium Karadanti.e the higher quality one. By this we can say that
price doesn’t matters when there is a high quality and taste.
 And Karadant can be consumed by all aged. In all the houses as per the customers
feedback all the people in their house consume Karadant.
 There is online shopping website of Sadanand Sweets through which they sell their
various products. People from various states more often shop online. Karadant is also
available in various online shopping sites.
 And very importantly, this is the only sweet that can be consumed by diabetic people.
When surveyed, I asked people weather they are diabetic or not. If yes do they think
consuming Karadant is safe and do they consume Karadant? And most of the people said
yes. So this is a safe product for diabetic people. As there is no direct sugar added in it.
 I had asked them to rate the following attributes. Taste, Quality, Price, Healthy,
Availability. 1 being the worst and 10 being the best. No customer gave any of the ratings
less than 8. An also most of the people said that this product is very healthy than any
other sweet. As it have a lot of dry fruits and all natural ingredients. It has no colour,
artificial flavouring or any preservatives. It is a very healthy product and doesn’t do any
harm to the body.
 I had asked people whether they want Karadant in smaller packages. Most of the people
said that they want 100gms package.

CONCLUSION
Overall all the dealers are satisfied with the Sadanand Sweets. I learnt how to make our products
sell without much of advertisements. Sadanand Sweets give good amount of margin to the
dealers which eventually will make the dealers and the retailers suggest Sadanand Karadant to
the customers. Even this is also one of the ways of increasing sales. We have to five good profit
margins.
When I talked with the owners, they said that wholesaling is the best option. Instead of
franchising they opt for wholesaling. Because they said that there is more investment required to
set up franchise. They want their product to be available in most most of the places like Hotels,
General Stores and other retail chains like D-mart, Reliance fresh and More .so that it becomes
easily accessible for the customers.
Sadanand Sweets have maintained a good relationship with the customers. They also have
maintained the highest quality of all the products specially Karadant. Karadant is a healthy
product, people said.
Hence there is a huge opportunity for Sadanand Karadant keeping in mind that the product is
healthy.
I observed that there are youngsters who cannot afford protein bars and other supplements. They
purchase a 50gms of Karadant before going to gym. As we know that we need good amount of
carbohydrates before working out as it gives us energy for working out, youngsters there
consume Karadant there and go to gym. This is a very good opportunity for Sadanand Karadant.
It contains good amount of dry fruits and edible gum, people purchase this to give this for
pregnant ladies. Edible gum produces heat in the body and strengthens bones. It has very good
health benefits also.

7. RECOMMENDATIONS
SUGGESTION FOR PROBLEMS FACED BY SADANAND
1. My suggestion to them is they must maintain 4-5 contacts of raw material supplier, so that
if the raw material is not available with one person it might be available with another. And
also the need to place the order a week or 10 days prior the production is done. I also
suggest them to maintain the stock level.
2. My suggestion to them is that they should use Namkeens making machines and ladoo
making machines which will save their time and also reduce the cost of production. If they
become dependent upon the workers the consistency of the product may vary , but this does
not happens with any machinery.
3. I suggest them to construct all new manufacturing units where there will be different space
allotted to store raw materials, to manufacturing and to storing finished goods. They can
very well install new machineries with no space problems. I also suggest them to own a
transporting vehicle, by which they can distribute their products by it. And they can also
put their brand name on the vehicle so that their brand will get advertised in other cities.
4. My suggestion to Sadanand sweets is to produce a new low priced kardant so that it can
break the competition and increase the sales. They can target poor people also. The positive
point for sadanand sweets is that it is the only firm who has T.V advertisement and online
shopping services. I suggest them to continue the same and also launch new ways of
shopping so that it can be easy to people to buy sadanand sweets from different place.
5. My suggestion to them is they must give those unskilled labors on the job training. they
must tell the how the job is to be executed. They must also hire skilled labors as much as
possible.
Exploring marketing opportunities and market entry mode for Sadanand Sweets.
Through my entire project I was in touch with the owner discussing the various opportunities and
various market entry modes.

They were impressed with my suggestions. I suggested them with one opportunity which was
feasible as well as profitable. And it will surely have a huge demand. Keeping in mind the
benefits of all the ingredients that are used in Karadant following is the opportunity I suggested
them.
I suggested them to come up with an Energy Bar, decreasing the sweetness and the
carbohydrates in it. Following is the overview of the whole new business opportunity. N this will
also solve many problems also.
New Business Opportunity
In India, sales in the snacking category have grown more than six times in the last decade.
Increasing disposable incomes, a need for convenience owing to fast-paced lifestyles and a
cultural tradition of snacking between meals are key factors that propel the snacking trend in
India,
According to a survey conducted by TOI, majority of respondents rank health attributes like all-
natural (59%), high fiber and protein (56%) as “very important”.
This energy bar is a healthy product which is made up of jaggery, dry coconut, edible gum, dry
fruits, ghee, cardamom powder and nutmeg powder.
In consist of the below mentioned ingredients in the following proportion
 Jaggery 30%
 Dried coconut 20%
 Dry fruits 50%

Problem Statement
 There is a perception that snacks are intended more for in-between meals than for actual
meal replacements. But busy, on the-go lifestyles often dictate a need for quick meals,
and many opt for fast food options that can be high in calories and low in health
benefits.”
 Snack companies in India were constantly working to remove a guilt feeling in
consumers during the consumption of snacks, as most of them are less nutritious and
unhealthy in nature.
 Nielsen Global Survey of Snacking states that 67% of Indians are consuming snacks
instead of breakfast and 56% are replacing dinner and lunch each with snacks.
 These snack or protein bar cannot be consumed by all the age groups. These are meant to
be consumed by a particular age group or people only, which cannot be consumed by
kids, pregnant woman or old aged people.
 Therefore I suggested idea of this product which can be consumed by all age groups and
people including small children, pregnant women and old age people too.
There is a massive untapped opportunity to gain market share in the nutritious, portable and
easy-to-eat meal alternative market that snack manufacturers could fill.
Hence this energy bar will fulfill all the above mentioned things
There are energy bars which are made of Cereal and granola, but there are no energy bars which
are made of dry fruits with jaggery which is healthier.

Benefits of the ingredients added in the product
Jaggery:-It acts as a detox, as it helps cleanse the liver by flushing out nasty toxins from the
body. Jaggery is loaded with antioxidants and minerals like zinc and selenium, which help
prevent free-radicals (responsible for early ageing). It helps boost resistance against infections,
hence building stronger immunity.
Dried coconut:- As any other source of healthy fats, desiccated coconut lowers your levels of
LDL cholesterol while increasing the level of HDL cholesterol. Therefore, it strengthens your
arteries and promotes cardiovascular health.
Edible gum:-Gondh is also excellent for people with lung-related issues, weakness and fatigue.
It is rich in calcium and protein. It also helps in increasing breast milk production. Gondh is
widely used in Ayurvedic preparations and is great for boosting immunity, stamina and health. It
is most popularly known to treat weakness and male fertility issues. Gondhs culinary exploits are
not unheard of. It is chiefly used in winters owing to its warm properties and calorific character.
KhusKhus :- It scores high on several accounts like dietary fiber, minerals (calcium and iron),
vitamins, and omega-6 fatty acids. Khuskhus has oxalates that absorb excess of calcium in the
blood and prevents crystallization and deposit of calcium in the kidney.
Ghee: - Ghee does not spoil easily so it does not need refrigeration. Some ghee mixtures last up
to several years. The energy from these medium chain fatty acids can be used to burn other fats
in the system and lose weight. Ghee stimulates the secretion of gastric acid, thus aiding in the
digestive process. Better digestion equals better health and weight loss.
Dried figs: -They are rich in fiber: Figs are a good source of soluble fiber which helps in keeping
you full for longer periods of time and relieves constipation. They are rich in vital vitamins and
minerals: Figs are rich in Vitamins A, B1 and B2, manganese and potassium, magnesium,
copper, iron, and phosphorus.

Pista: - Notably, pistachios are one of the most vitamin B6-rich foods around. Vitamin B6 is
important for several functions, including blood sugar regulation and the formation of
hemoglobin, a molecule that carries oxygen in red blood cells.
Raisins:- Raisins are found to be rich in polyphenolic phytonutrients which are antioxidants that
help in keeping your eyesight strong. The antioxidants in raisins help in protecting the eyes by
reducing the free radical action that weakens the vision and causes muscular degeneration as well
as cataract. Also, as raisins have vitamin A, beta carotene and A-Carotenoid and they are super
good for the eyes
Cashew nuts :- According to studies, cashew nuts have a great percentage of dietary fibers. The
two essential dietary fibres required by our body are, oleic acid and palmitic acid. “These fibers
are not produced by our body hence they need to be consumed externally,” says nutritionist
AnjuSood. Cashew nuts are good sources of these fibers. Dietary fibers help digest food better,
however excessive consumption may cause bloating and significant intestinal gas production.
Consumption of nuts like cashews have been related to decreased incidences of several digestive
diseases.
Almonds:- Almonds are a source of vitamin E, copper, magnesium, and high-quality protein;
they also contain high levels of healthy unsaturated fatty acids along with high levels of
bioactive molecules (such as fiber, phytosterols, vitamins, other minerals, and antioxidants),
which may help prevent cardiovascular disease.
Convenience Stores led the sale with a share of more than 50% in the distribution channel.
Expanding retail chain in the country offer a potential growth opportunity to the market. Online
retail grew faster at a rate of 28% during 2012-2017. Supermarket/hypermarket is the second
largest retail channel in India, which is growing at a faster pace offering a growth opportunity to
nutritional bar sale.

Statistics
 Revenue in the Snack Food segment amounts to US$4,596m(Rupees 3,217cr) in 2018.
The market is expected to grow annually by 11.8% (CAGR 2018-2021).
 In relation to total population figures, per person revenues of US$3.39(Rupees 237) are
generated in 2018.
 The average per capita consumption stands at 0.9kg in 2018.
( https://www.statista.com/outlook/40110000/119/snack-food/india )
Marketing and Expansion strategies
Following will be our marketing strategies
Social media: - We will be creating our page on Facebook and Instagram and will be uploading
promotional videos and posts in it. As most of the young people spend most of their time on
social media this would be the best platform to reach them.
Bill boards: - We will be putting hoardings around the city where the product will be available,
so that people should come to know about the product. And we will be giving ads on digital bill
boards as well.
Print media: - We will also be printing pamphlets and we will be giving standees and dangling
to the retailers to attract customers.
Free samples: - As our product can be consumed by athletes also, we will be giving samples in
gyms. If there are any marathon events going on we will be putting small kiosk and will provide
free samples. We will also be giving samples to the retailer so that he can taste that product and
he can recommend that product to the customers.
Provide better profitability for retailers: - We will be providing better profitability to the
retailers automatically they will become our promoters. If a retailer is getting more profit by
selling a particular product, he will surely recommend that product to the customers.
Tie-Up with event organizers: - As the product can be consumed as a sweet as well, we will be
tying up with event organizers who organize marriage functions and other events. In marriages
the client can give this product to all the visitors as a token of love or as a welcome treat. We will
be customizing it according to the customer want.

Following are expansion strategies
Segmentation of the products to different customers: - Right now as a start up we are having
one product for all the customers. Further as we grow we will be developing different product for
different people and different occasions. With keeping the contents the same but we will be
making variations in the quantity of the ingredients. We add edible gum in our product which is
very good for bone health and it also produces heat in the body. This product is also
recommended for pregnant women. So we will be developing a product particularly for pregnant
women. The same goes with athletes, and people working in armed forces. And for different
occasions like marriages and family function. They can give our product to the visitors as a token
of love or as a welcome treat
Expand throughout India: - Now our current supply chain is Manufacturer - Retailer -
Customer, as we start growing we will also be adding wholesaler to our supply chain, then our
business model will be Manufacturer – Wholesaler – Retailer – customer. So that we can easily
expand it and make it available thought India
Online shopping: - We will soon be making our products available online also. So that for
people whom the product is not available he can order it online.
Market entry mode
Convenience Stores led the sale with a share of more than 50% in the distribution channel.
Expanding retail chain in the country offer a potential growth opportunity to the market. Online
retail grew faster at a rate of 28% during 2012-2017. Supermarket/hypermarket is the second
largest retail channel in India, which is growing at a faster pace offering a growth opportunity to
nutritional bar sale.
Keeping this in mind, instead of franchising or choosing any other modes of entering the market
I suggest SadanandKaradant to choose Wholesaling as their market entry mode to this new

opportunity I have suggested. The manufacturer will send the goods to the wholesaler and he will
distribute it to the various retailers like convince store and other retail chains.
I hope they adopt this plan as it I feasible, simple, profitable and will solve a huge problem that
people are facing.
Other market Opportunities
When customers were asked what more products do they want Sadanand Sweets to launch,
customers replied that they want bakery items, fresh fruit juice, namkeens and bengal sweets. So
I suggest Sadanand Sweets to launch these products as well and diversify their product range in
the market.

BIBLIOGRPHY
Web links
 www.gokakkaradant.com
 https://www.statista.com/outlook/40110000/119/snack-food/india
Literature review
 The Stage Gate Idea to Launch Process Update, What’s New and Nex Gen, Systems.
Journal of Product Innovation Management Volume 25, Number 3, May 2008.
 Blanco, Luisa; Wooster, Rossitza; and Sawyer, W. Charles, "Equity Commitment under
Uncertainty: A Hierarchical Model of Real Option Entry Mode Choices" (2014).
Pepperdine University, School of Public Policy Working Papers.
 Thesis – Developing a new product development and launch process Case: Company x.
Thesis advisors – Evariste Habiyakre, VeijoVanttinen.

ANNEXURE
Questionnaire for customers
Name:
Age:
Gender: Male Female
Place:
Q.1) Which brand Karadant do you prefer buying?
A. Sadanand karadant B.Kalburgi Karadant C. Amingad Karadant D.Others
Q.2) How you came to know about Sadanand Sweets?
A. Friends B. Family
C. Advertisements D. Others
Q.3) Why do you buy Karadant?
A. To gift relatives and friends B. Family Functions
C. Self Consumption D.
Q.4) Why do you prefer Sadanand Karadannt?
A. Taste B. Quality
C. Price D. Brand Image
E. All of the above
Q.5) What quality Karadant do you buy often?
A. Premium Quality (top quality) B. Golden Quality(regular quality)
Q.6) Who all eats Karadant in your home?
A. Kids B. Adults C. Old aged people D. All

Q.7) How often do you purchase Sadanand Karadant?
A. Once a week B. Twice a week
C. Once a month D. Occasionally
Q.8) If you are not from Gokak, where do you buy Sadanand Karadant from?
Q.9) Are you diabetic? If yes, do you prefer eating Karadant over other sweets?
A. Yes B. No
Q.10) Rate the following attributes from 1 – 10 .( 1 is Worst – 10 is Best )
1 2 3 4 5 6 7 8 9 10
Taste
Quality
Price
Healthy
Availability
Q.11) currently Karadant is available in 250gms and 500gms packets, do you want Karadant in
smaller packs, if yes please tick any one of options below?
A. 100gms B. 50gms C. None
Q.12) Any suggestion to be given for Sadanand Karadant?

Questionnaire for dealers
Dealer name:
City:
Contact:
Q1. Through what mode do you sell Karadant ?
o Wholesaling
o Franchise
Q2. What are the different brand karadant offered by you?
o Sadanand Karadant
o Kalburgi Karadant
o Amingad Karadant
o Others.
Q3. Which brand karadant is sold more by you ?
o Sadanand Karadant
o Kalburgi Kardant
o Amingad Karadant
o Others .
Q4. Promotional support that has been provided by Sadanand karadant
o Excellent
o Good
o Average
o Below average
Q5. What attributes do you consider most important in Karadant ?
o Price
o Quality
o Demand
o Brand image

Q6. How is the margin provided by sadanand kardant is compared to other brand karadant
o Excellent
o Good
o Average
o Below average
Q7. Where all you supply Karadant ? Please tick the following
o Sweet shops More
o Hotels Reliance fresh
o Mess D-Mart
o General stores
Q8. Do you think the sadanand kardants demand increasing ?
o Yes
o No
Q9. Do you think Sadanand Sweets should come up with more products?
o Yes
o No
If yes, please mention what products.
Q10. Does sadanand sweets have to make any improvements? If yes please mention.

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