Integrated study of marketing and operations related strategy in packaged snack food market

Abstract

This study has been conducted as a part of our Independent Project to study the Marketing-Manufacturing interface in Food Products. As per the reasons mentioned in the proposal the Snack Food category including bhujia and potato chips was chosen for the study. The focus was on the organised sector products (viz. Uncle Chips, Ruffles etc.) as in this market the organised sector has been totally marginalised by the local, unorganised players. The organised players have faced tremendous operational problems to meet the divergent consumer needs of a high quality product at a competitive price.