Sudha honey

A Brief Study of

Marketing Prospective of Sudha Honey with special reference to

Sudha Dairy (TIMUL), Muzaffarpur

Submitted toFaculty of Management,

B.R.A Bihar University, Muzaffarpur

In the partial fulfillment of the requirement for the degree of

Session: 2013-2016

Under the Guidance of: Submitted by:Dr. Pawan Chaudhary August KumarFaculty of Marketing Roll No.: 39B2013V.I.B.R.M Muz. Univ. Roll No.: Reg. No.:

BBA (Marketing)

Aproved by All India Council for Technical Education, New DelhiAffiliated to B.R.A. Bihar University, Muzaffarpur

Dedicated with regards to my

“Loving Parents”

Vaishali Institute of Business and Rural Management, Muzaffarpur

DECLERATION

It is declared that the summer Training Project Report Entitled "Marketing Prospective

of Sudha Honey with special reference to Sudha Dairy (TIMUL), Muzaffarpur” has

been prepared as the part for the completion of the degree of Bachelor of Business

Administration from the Vaishali Institute of Business & rural management,

Muzaffarpur and it is based on my original work and will be used only for my academic

purpose. It will not be produced in any condition as a source of information to an

industry.

Date: - August Kumar

Roll No.: 39B2013

Session: 2013-16

PREFACE

Many factors contribute for the completion of a project work directly or indirectly. But I would like to express my deep sense of gratitude to few for their valuable contributions.

The topic of my project was "A Brief Study of Marketing Prospective of Sudha

Honey with special reference to Sudha Dairy (TIMUL) Muzaffarpur".

Then either we choose for ourselves, a problem research, which is to be solved

during these weeks training programme or organization itself, give the problem for

research. The problem research is generally chosen taking into consideration the

weakness of the organisation, so that finally when the findings of the research

come out through researcher, it helps the organisation to take remedial action.

To complete such a study required grasp information from the market. I have

conducted a detailed market survey in the Muzaffarpur, I had gone through several

Sudha outlet and collected information regarding the Sudha Honey.

I want to point out a very important aspect of this training that is right from the

stage of formulating the research problem to the stage of report writing, my

knowledge specially as regards to marketing research, has undoubtedly enhance.

It is not a criticism rather than a humble approach of a student of Management to

look into the various problems and may have deficiencies, which have incurred

due to my lack of technical knowledge.

ACKNOWLEDGEMENT

First of all I would like to express my thanks to management of the Sudha dairy for

allowing me to complete my training there. I am thankful to Mr. Vijoy Kumar,

Managing Director, who arranged my training programme in the organizaion.

I am thankful to Mr. Ravindra Kumar, Marketing Manager and Mr. A.K. Jha

(Dy. Manager) as well as my training guide for her proper guidance, co-operation

and valuable suggestions. It would be difficult task to complete this project report

without his co-operation and guidance.

I am extremely thankful to my guide Dr. Pawan Chaudhary, (Faculty of

Marketing) Vaishali Institute of Business & rural management, Muzaffarpur for his all

along suggestions and dynamic guidance to me.

And lastly that name who encouraged and assists me, every time in my life. They

always tries to boost up my morality therefore I easily overcome all hindrances.

That name goes to my loving parents and all family members.

[August kumar]

CONTENTS

Executive Summary

Chapter - 1

Introduction of the study

Objective of the study

Scope of the Study

Chapter - 2

Company Profile

Chapter - 3

Literature Review

Chapter - 4

Research Methodology

Chapter - 5

Data Analysis and Interpretation

SWOT Analysis

Chapter - 6

Findings

Recommendation

Chapter - 7

Conclusion

Limitations

Bibliography

Questionnaire

Executive Summary

The training at TIRHUT DUGDH UTPADAK SAHKARI SANGH LTD

(SUDHA), MUZAFFARPUR helped us gain the practical experience and the

study conducted by me centers around the importance and position of different

dairy industries.

A thriving dairy sector is of vital importance to every person specially farmers. It

provides milk, Ghee, Cheese other products to every person. It provides a source

of income to rural and urban enterprises and productive individuals and also a way

for the farmers to make their living standard high. During my summer training in

TIRHUT DUGDH UTPADAK SAHKARI SANGH LTD(SUDHA), the basic

focus of my training was on Marketing Prospective of SUDHA Honey. Under this

project I had to find out the different players carrying on business of Honey in

Muzaffarpur and also their market share in the same region. After that we had to

make data analysis so that we can recommend suggestion to the TIRHUT DUGDH

UTPADAK SAHKARI SANGH LTD (SUDHA) to increase its share in the

market in Muzaffarpur.

Chapter - 1



Scope of the Study


Management course is a course, which teaches the student to get the work done

properly on different available resources viz. man, machine, material, money etc.

So, that there can be satisfaction from both the organization side and worker side

who plays a significant role in achieving success. So for the fulfillment of

management course project training is required for each student in the different

concern to get accustomed to the situation of the concern. The main objective of

such training is to make proper implementation of theoretical ideas into the

practical aspect. In such a short span of training of six weeks, student learns to

develop their theoretical views in real life. Besides, this training is essential take

part with different personalities, to make decisions and after all to create a good

co-operative environment amongst the employees.

So, that in future, after completion of Management Course a student can adopt the

situation of the concern quickly based on his training ideas. The marketer’s job is

to understand the buyer’s decision at each stage and what influences are operating.

This understanding allows the marketer to develop an effective and efficient

market programme for the target market.


Tirhut Dugdh Utapadak Sahkari Sangh Limited is one of the best dairies in Bihar

today. It is involved in marketing of milk and milk products. The objective of the

study is to know the marketing prospect of sudha honey. What are the difficulties

they face in it? There are some of questions that I had tried to solve by the

conducting this study.

1. To find out the market position of Sudha Honey.

2. To know consumers most prefer and reason for it.

3. To know consumers view about brand name of Sudha.

4. To know that consumers frequently use.

5. To determine the factors on which consumers makes decision regarding the

purchase of Sudha Honey.

6. To know the opinion of buyer’s towards Quality, Flavor, and Price of Sudha

Honey.

7. To know the consumer taste preference toward the Sudha Honey taste

8. To know who are competitors?

9. To get information about Sudha Honey.

Scope of the Study

The training in any organization gives an idea of different marketing activities and

also the decisions are taken tactfully when any problems comes to executives. So

the way of problem solving, right decision-making and knowledge of different

types of marketing activities gives much importance to this study.

As regard of coverage of the study, I will be on the topic of “Marketing

Prospective of Sudha Honey with special reference to Sudha Dairy (TIMUL),

Muzaffarpur”. This study may prove helpful for the management to analyse, to

know and to find out the future prospect of Sudha Honey. I will conduct market

survey and got various opinions about the Sudha Honey.

Chapter - 2

Company Profile

Company Profile

Introduction to the Organization

This is an established fact that India is basically agriculturist country because of

80% of its population having dependence on agriculture. Besides, the production

of food grains milk is also produced in a large quantity in rural areas.

However, in absence of proper marketing facilities the economic condition of milk

producers were far from being satisfactory. The middlemen who used to pocket the

maximum amount of profit from the sale of milk and its product, giving very little

amount to the actual producers, were exploiting them. The individual milk

producers were not in position to press the middlemen to give reasonable return for

their milk products. They also had facilities to sale milk its product in big cities

which provide big market.

Some of the great Indian leaders realized the importance of co-operative societies

in such situation Mahatama Gandhi told that “A co-operative society should be

organized with the willing consent of the conversants with love and

understanding.”

The concept of the co-operative society for the milk producers was accepted to the

solution of difficulties. The idea was ideally welcomed by the milk producers who

quickly revised its importance and heartily participated in the new venture.

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar

(Tag Line "RISTA VISHWAS KA") is largest milk union in the eastern part of

India - an industrial deprived region, 14th January, 1991 was the day when

Muzaffarpur Dairy was handed over by Bihar State Cooperative Milk Producers

Federation Limited (COMPFED) to management of Milk Union.

The cooperative dairying in the region encompassing Muzaffarpur, Sitamarhi,

Sheohar, Motihari, Bettiah, Siwan and Gopalganj district, was in the doldrums.

Production had stagnated and per capita consumptin was falling down. Farmers in

the village, involved in dairying as an occupation, were compelled to sell milk to

middle man at low prices because of the absence of the effective regulatory market

intervention. In this worsening scenario the farmers of the region, under the

influence of the milk union decided to form dairy cooperatives and sell the milk

directly to the cooperative instead through the middle man route. Forming of

cooperative offered its own difficulties, here was an illiterate farming community

being told to form a modern cooperative and market their milk directly. It also met

with opposition from local operators, the middleman that it employed. The

cooperative struggled against all odds for year and it survived, and eventually it

thrived. Previously the milk procurement was as low as 30 TKPD and the lean

flush ratio was 1:2.5.

BACKGROUND

Muzaffarpur dairy was established as joint venture of Bihar State Government and

United Kingdom Freedom for Hunger campaign organisation, UKFHC (United

Kingdom Freedom Hunger Corporation), provides various equipments and capital

this venture both Bihar Government and UKFHC jointly share the expenses in

which state government provided 50% as capital and 50% as loan. This dairy was

inaugurated on 12th March, 1982 with the capacity production of 25000 litres,

milk per day under Operation Flood programme.

For the rapid development of the programme and meeting the demands of milk

state wise under Operation Flood Scheme. State Government established an apex

Co-operation Milk Producers Federation (COMFED) on 18th April, 1983. Under

this milk producing places formed at district level. Its objectives include increasing

the production of milk, its marketing providing pure milk and various milk

products to customers on 21st April, 1984. The whole established mechanism was

transferred into federation. This system help rural areas milk producers as they

started getting cost of their milk.

Keeping in view, all these development on 22nd July, 1988 Tirhut Milk Producer

Co-operative Federation. A board of directors was established on 27th February,

1989 from among the milk producer members.

On 14th January, 1991, Muzaffarpur dairy was handed over to federation

management. Now, under the able guidance of federation management which

democratically elected the body and the Managing Director which functioning

properly and effectively.

The products of dairy are marketed under the brand name of “SUDHA” . The dairy

has large network of retailers to sale its products.

Area of OperationThere are six district level Milk Producers' Cooperative Unions affiliated to the Milk

Federation. These milk unions are covering twenty-six districts and in addition five

districts are being covered by the Federation.

Different milk unions, which are organising the DCS network in these districts are as

follows:

i. Vaishal Patliputra Milk Union, Patna covering Patna, Vaishali, Nalanda, Saran and

Sheikhpura districts.

ii. DR Milk Union, Barauni covering Begusarai, Khagaria, Lakhisarai and part of Patna

Districts.

iii. Tirhut Milk Union, Muzaffarpur covering Muzaffarpur, Sitamarhi, Sheohar, East

Champaran, West Champran, Siwan and Gopalganj.

iv. Mithila Milk Union, Samastipur covering Samastipur, Darbhanga & Madhubani

districts.

v. Shahabad Milk Union, Ara covering Bhojpur, Buxar, Kaimur & Rohtas districts.

VI. Vikramshila Milk Union, Bhagulpur: Covering Bhagulpur , mungar, Banka and

jamui Districts

The Milk Federation has already taken up organisation of Dairy Co-operative Societies

(DCS) in the districts of Gaya, Jehanabad, Arwal and Nawada under Magadh Dairy

Project and work has been initiated by Kosi Dairy Project in Saharsa, Supaul and

Madhepura, Katihar, Purnia, Araria and Kishanganj districts.

The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad now in

Jharkhand are being covered by the dairies directly under the control of Milk Federation

for the supply of milk and milk products to the urban consumers in these cities.

Procurement of milk has been taken up in Ranchi districts only.

Processing Capacities

Name of the Plant Capacity(TLPD) ManagementPatna 150.0 VPMU

Barauni 300.0 BMUMuzaffarpur 150.0 TMUSamastipur 250.0 MMU

Arrah 100.0 SMUJamshedpur 100.0 COMFED

Ranchi 100.0 COMFEDBokaro 100.0 COMFED

Bhagalpur 60.0 COMFEDGaya 35.0 COMFEDPurnia 10.0 BMU

Kaimur 10.0 SMUGopalganj 10.0 TMUDarbhanga 20.0 MMUBiharsharif 400.0 COMFED

Total 1795.0

Milk Chilling Centres

Chilling centre Capacity(TLPD) Mgmt.Hajipur 60.0 VPMU

Sitamarhi 20.0 TMUKhagaria 40.0 BMURosera 20.0 MMUKochas 10.0 SMU

Dumraon 10.0 SMUMotihari 20.0 TMUTotal 180.0

Bulk CoolersMgmt. Nos. Capacity(TLPD)

VP Milk Union 34 97.0

DR Milk Union 22 89.0

Mithila Milk Union 19 85.0

Vikramshila Milk Union 17 57.0

Tirhut Milk Union 26 41.5

Shahabad Milk Union 18 47.0Magadh Dairy Project 8 32.0

Kosi Dairy Project 7 32.0Total 151 480.5

Other PlantsPlant Capacity

CFP, Patna 100 MTDCFP, Ranchi 100 MTD

CFP, Kanti,Muz'pur 60 MTDIce-cream plant,Patna 3TLPD

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur, Dairy, Bihar

AT A GLANCE

1. Year of Establishment 1982

2. Initial Plant Capacity 25000 Litres

3. Present Plant Capacity 100000 Litres

4. Handling Capacity 65000 Litres

5. Storing Capacity 127000 Litres

Chilling Centres at TIMUL

I. Sitamarhi 20000 LPD

II. Motihari 20000 LPD

III. Gopalganj 10000 LPD

IV. Sahebganj 4000 LPD

V. Betiah 4000 LPD

Number of Tankers

I. Small Tankers 15

II. Big Tankers 12

Marketing Areas

Muzaffarpur

Motihari

Betiah

Raxaul

Sitamarhi

Gopalganj

Siwan

Sahebganj

Number of Retail Outlets (Muzaffarpur) : 527 Retail Points

Number of Employees :-

Officers 25

Skilled 194

Non-Skilled 423

Total 642

Milk and Milk Product

Tirhut dugdh Utpadak Sahkari Sangh is the largest dairy in Bihar. The main

product of TIMUL is pasteurized milk . Its brand name is “SUDHA”.

Sl. No. Milk & Milk Products

1. Tonned Milk

2. Standard Milk

3. Gold Milk

4. Cow Milk

5. GSM (Gold Standard Milk)

6. Balushahi

7. Misthi Dahi

8. Fitness Dahi

9. P. Dahi

10. Honey Misthi Dahi

11. Ghee

12. R.T. Ghee

13. Gulabjamun

14. Honey

15. Lassi Sweet

16. Milk Cake

17. Khowa

18. Paneer

19. Peda

20. Rasogulla

21. Soanpapri

22. Surbhi

23. Table Butter

Customer Price of Sudha Products :-

Sl.No. Products Life Per Kg. Per Pack

1. Ghee 500 ml 6 Months 290.00 145.00

2. Ghee 200 ml 6 Months 300.00 60.00

3. R.T. Ghee 500 ml 6 Months 300.00 150.00

4. R.T. Ghee 1000 ml 6 Months 290.00 290.00

5. Ghee 15 Kr. Jar -- 4350.00 4350.00

6. Misti Dahi 5 Days 9.00 9.00

7. Honey Misti Dahi 5 Days 10.00 10.00

8. Fit. Dahi 500 grm. 5 Days 58.00 29.00

9. Fit. Dahi 200 grm. 5 Days 75.00 15.00

10. Plain Dahi 5 Kg. Jar 5 Days 300.00 300.00

11. Plain Dahi 18 Kg. Jar 5 Days 990.00 990.00

12. Balushahi 500 grm. 5 Days 170.00 85.00



15. Balushahi 10 Kg. Jar 5 Days 1250.00 1250.00

16. Balushahi 1 Kg. Tin --- 130.00 130.00

17. Peda 250 Grm. 7 Days 200.00 50.00

18. Peda 100 Grm. 7 Days 220.00 22.00

19. Table Butter 500 Grm. 12 Months 284.00 142.00



22. Lassi Sweet 200 ml --- 9.00 9.00

23. Mattha 200 ml -- 7.00 7.00

24. Surbhi 100 grm. 5 Days 12.00 12.00

25. Paneer 4 Kg. 10 Days 193.00 772.00

26. Paneer 500 grm. 10 Days 196.00 98.00

27. Paneer 200 grm.. 10 Days 200.00 40.00

28. Paneer 100 grm. 10 Days 220.00 22.00

29. Rasogulla 500 grm. 5 Days 150.00 75.00



32. Rasogulla 10 Kg. Jar. 5 Days 1100.00 1100.00

33. Rasogulla 5 Kg Jar 5 Days 575.00 575.00

34. Rasogulla 1 Kg. TIN --- 125.00 125.00

35. Litchi 50 grm. 18 Months 220.00 11.00




39. Gulab Jamun 125 grm. 7 Days 200.00 25.00



42. Gulab Jamun 5 Kg. Jar 7 Days 675.00 675.00

43. Gulab Jamun 10 Kg. Jar. 7 Days 1250.00 1250.00

44. Gulab Jamun 1 Kg TIN 4 Months 130.00 130.00

45. Khowa 500 Gm. --- 200.00 100.00

46. Milk Cake 100 Grm. 7 Days 220.00 22.00

47. Milk Cake 250 Grm. 7 Days 200.00 50.00

48. Soanpapadi 250 Grm. --- 248.00 62.00

49. Soanpapadi 400 grm. --- 225.00 90.00

50. Honey 50 grm. --- 420.00 21.00

51. Honey 100 grm. --- 400.00 40.00

52. Honey 250 grm. --- 328.00 82.00

53. Honey 500 grm. --- 260.00 130.00

54. Balushahi 5 Kg Jar 5 Days 675.00 675.00

Customer price of Sudha Milk :-

Sl.No. Products Life 1/2 Kg. 1 Kg.

1. Tonned Milk ---- 15.00 29.00

2. Standard Milk ---- 16.00 32.00

3. Gold Milk ---- 17.00 34.00

4. Cow Milk ---- 14.00 28.00

5. DTM ---- ---- ----

PRODUCT PROFILE

Tirhut dugdh Utpadak Sahkari Sangh is the largest dairy in Bihar. The main

product of TIMUL is pasteurized milk . Its brand name is “SUDHA”.

Type of Milk :-

There are three types of Milk product by Muzaffarpur dairy.

(1) Sudha Gold :-

It is the most popular milk among the H.I.G. and upper

M.I.G. segment. It was observed that the housewives

measures the quality of the milk by the fat content. Thus on

the basis of perceived quality F.C.M. score over the other

milk types. Its composition is as follows :-

Fat content : Not less than 6 %

SNF : Not less than 9 %

This is very good milk for the preparation of curds and sweets.

(2) Sudha Shakti Milk :-

Sudha Shakti Milk has the most consistent supply of all the milk types that are

being supplied by Muzaffarpur Dairy. The composition of the

milk is some as that of cow milk in terms of fat and SNF. It is

cow fat milk but having rich amount of other things. Its

composition is as follows :-

Fat content : Not less than 3 %

SNF : Not less than 8.5 %

This is very good milk for the preparation of all types of sweets and other things. It

is used for drinking purpose for all age groups.

(3) Sudha Tonned Milk :-

Sudha Tonned Milk was initially launched for the tea stall but

lately they were being recommended by the doctors for the

patient needing low fat in take. It is a fat free milk obtained by

eliminating of fat contents. It is rich in protein, lactose and

other minerals except only fat. Its composition is as follows :-

Fat content : Not less than 0.1 %

SNF and Vitamin A : Not less than 9 %

This is very good milk for old men, infants and who are facing cholesterol

problems.

Milk Products

(1) GHEE

Ghee is manufactured in Muzaffarpur Dairy in the brand

name of "SUDHA" from January 1993.

Now a days Ghee is sold in all over the State and is well

accepted by the consumers.

(2) PEDA :-

This is a unique products of the Dairy which has started

from November, 1992. Peda is traditionally porepared by

mixing Khoa and sugar in the ratio of 3:1.

It is used as a delicious sweet which is very popular in North Bihar.

Specially on the occasion of various religious festivals as saraswati Puja, Durga

Puja, ID-UL-Fitar and X-mas etc.

(3) PANEER :-

Paneer is a coagulated Milk product obtained by

coagulation of Milk and by addition of citric acid and chena.

it is started in December 1992.

It is used in the preparation of various types of sweets. Also

used in preparation of different vegetables sometimes. It is directly used by

patients.

(4) MISTI DAHI :-

It is another delicious item and most popular (Specially in the

summer season) milk products of Muzaffarpur Dairy. It was started

in February, 1994.

It is a part of very wide range of Bengali sweets that are extremely

popular in eastern part of country.

(5) LASSI :-

It is also a popular and delicious product of Muzaffarpur

Dairy, which has been launch in the market and it is the most

popular and liked by people in summer season. It was started in

April 1993.

It is very useful in the case of indigestion.

(6) TABLE BUTTER :-

T. Butter is sold in the market as the brand name of

"SUDHA". It was started by Muzaffarpur Dairy in 100 gms.

rappers in Oct., 1993. 'But in these days it is available in 50 gms. of wrappers.

Now a days it is also available indifferent gms. of wrappers.

(7) SUDHA SURBHI :-

Sudha surbhi is an another innovation of its R & D wings in the year 1994-

95, it is product of chena and Rabri higher percentage of fat and protein. It is

marketed in hygienically packed and sealed with attractive cups of 100 gms.

(8) KALAKAND :-

Kalakand is an innovation of its R & D wing in the year

1998. It is very delicious and very popular product of SUDHA

Dairy. It is special product of Khoa.

(9) During the year 2001-03 some special sweets are introduced in the market

by the Sudha Dairy, like LEDIKENI, BALUSHAHI,

CHOCOBURFI.

These sweets are delicious and favourite in his North Bihar region.

(10) SALTED LASSI :-

Salted lassi is very recent product of Sudha Dairy. This is

introduced for specially the diabetic persons and it is very popular

among them.

(11) SUDHA RASSOGULLA :-

Organizational Structure

The Bihar state Co-operative Milk Producers Federation Limited (COMFED) is

registered under the head office at B-9, Sri Krishnapuri, Patna. It is owned by the

Bihar Government. The company has a chairman who is associated with the Board

of Directors.

The company is headed by Managing Director (MD). Next after the MD is the

General Manager (GM). There are six major departments as follows:

(i) Personnel

(ii) Finance

(iii) Marketing

(iv) Purchasing

(v) Procurement

(vi) Production

Muzaffarpur Dairy an unit of COMFED is situated at NH-28 about 6 KM

west of Muzaffarpur town at Kolhua Pagambarpur.

MARKETING DEPARTMENT AND OBJECTS

(I) The marketing department is the backbone of organisation and plays very

important role.

(II) The Deputy Manager (Marketing) is the head and fully responsible for his

department.

(III) Administration is direct under the control of Managing Director.

(IV) Below the Deputy Manager (Marketing) there are marketing in-charge.

(V) There are four Assistants under Marketing In-charge.

OBJECTSThere are number of objectives of this department as follows:-

(i) Selling of milk and its products.

(ii) Supervision

(iii) Transporting

(iv) Accounting

(v) Appointment of retailers and whole sellers.

(vi) Market survey

(vii) Consumer contact

(viii) Advertisement

(ix) Sales Promotion

ORGANIZATIONAL STRUCTURE

Competitors of the Organization

As we know that Shudha is a no.1 brand in dairy sector in North Bihar. But Sudha is not

milk producer in North Bihar. There are a lot of competitor in market such as Amul, Raj,

Amrit, Everyday, Nestle etc. But Amul is a very tough competitor of Sudha and its

product range is also wide. Customer always gives first priority to Sudha because this is a

local company and there are a large number of retailers of Sudha so that customers easily

reaches to the Sudha Parlour and purchase its product according to their need. But

sometime like festivals and matrimonial ceremony the demand of milk and its by product

become very high and then that time Sudha become unable to fulfill the requirement of

customer then customer take in use other company to fulfill their need.Company Market Share

Sudha 46%

Raj 4%

Amrit 1%

Amulya 10%

Everyday 0.4%

Nestle 0.6%

Others 38%

Chapter - 3Literature Review

Literature Review (Marketing Prospective)

The prospect of any product depends upon the market demand and company’s

demand. The market demand is measured by using various demand forecasting

techniques, which is discussed below. But before that we should be familiar with

the basic terminology of the market as given bellow:

(a) Potential Market.

It is the set of consumer who profess a sufficient level of interest in a

market offer. However, consumer interest is not enough to define a market

for marketers unless they also have sufficient income and access to the

product.

(b) Available Market.

It is the set of consumer who have interest, income, and access to a

particular offer. For some market offers, the company or government may

restrict sales to certain groups.

(c) Target Market.

It is the part of the qualified available market the company decides to

pursue. The company might decide to concentrate its marketing and

distribution effort on the South Asian market.

(d) Penetrated Market.

It is the set of consumers who are buying the company’s product.

These definitions are useful tool for market planning. If the company

isn’t satisfied with its current sales, it can take a number of buyers from its

target marketing. It can lower the qualification for potential buyers. It can

expand its available market by opening distribution elsewhere or lowering

its price, or it can reposition itself in the minds of its consumers.

TECHNIQUES OF DEMAND FORECASTING

The various techniques of demand forecasting are given below:

1. Survey Method.

Survey method are generally used where the purpose is to make

short-run forecast of demand. Under this method, consumer surveys are

conducted to collect information about their intentions and future purchase

plans. This method includes:

(i) Survey of potential consumers to elicit information on their

intentions and plan,

(ii) Opinion polling of experts, i.e., opinion survey of market experts and

sales representatives and through market studies and experiments.

The following techniques are used to conduct the survey of

consumers and experts.

1.A. Consumer survey Methods- Direct interviews.

The consumer survey method of demand forecasting involves

direct interview of the potential consumers. It may be in the form of

1.A.a. Complete Enumeration Method.

In this method, almost all potential users of the product are

contacted and are asked about their future plan of purchasing the

product in question. The quantities indicated by the consumers

are added together to obtain the probable demand for the product.

1.A.b. Sample Survey Method.

Under this method, only a few potential consumers and users

selected from the relevant market through a sampling method are

surveyed. Method of survey may be direct interview or mailed

questionnaire to the sample-consumers.

1.A.c. The End-Use Method.

The end-use method of demand forecasting has a considerable

theoretical and practical value, especially in forecasting demand

for inputs. Making forecasts by this method requires building up

a schedule of probable aggregate future demand for inputs by

consuming industries and various other sectors.

1.B. Opinion Poll Methods.

The opinion poll methods aim at collecting opinions of those who

are supposed to possess knowledge of the market, e.g., sales

representatives, sales executives, professional marketing experts and

consultants. The opinion poll methods include:

1.B.a. Expert-opinion Method.

Firms having a good network of sales representatives can put

them to the work of assessing the demand for the areas, regions

or cities that they represent.

1.B.a.ii. Delphi Method.

Delphi method of demand forecasting is an extension of the

simple expert opinion poll method. This method used to

consolidate the divergent expert opinions and to arrive at a

compromise estimate of future demand. The process is simple.

1.B.b. Market Studies and Experiments.

An alternative method of collecting necessary information

regarding demand is to carry out market studies and experiments

on consumer’s behavior under actual, though controlled, market

conditions. This method is known in common parlance as market

experiment method.

1.B.b.i. Market Test.

Under this method, consumers are given some money

to buy in a stipulated store goods, with varying prices,

packaging, displays, etc. The

experiment reveals the consumers responsiveness to the

changes made in price, packages, displays, etc.

1.B.b.ii. Laboratory Test.

The laboratory experiments also yield the same

information as the market test but the former has an advantage

over the latter because of greater control extraneous factors and

its somewhat lower cost.

2. Statistical Method.

Statistical method which utilize historical and cross-section data for

estimating long-term demand. Statistical methods are considered to be

superior techniques of demand estimation for the following reasons.

(i) In the statistical methods, the element of subjectivity is minimum,

(ii) Method of estimation is scientific, as it is based on the theoretical

relationship between the dependent and independent variables,

(iii) Estimates are relatively more reliable, and

(iv) Estimation involves smaller cost.

Statistical methods of demand projection include the following

techniques:

2.A. Trend projection Methods.

Trend projection method is a ‘classical method’ of business

forecasting. This method is essentially concerned with the study of

movement of variables through time. The use of this method requires a

long and reliable time-series data.

2.A.a. Graphical Method.

Under this method, annual sales data is plotted on a graph

paper and a line is drawn through the plotted points.

2.A.b. Fitting Trend Equation: Least Square Method.

Fitting trend equation is a formal technique of projecting the

trend in demand. Under this method, a trend line is fitted to the time-

series sales data with the aid of statistical techniques.

2.A.c. Box-Jenkins Method.

Box-Jenkins method of forecasting is used only for short-term

predictions. Besides, this method is suitable for forecasting demand

with only stationary time-series sales data. Stationary time-series

data is one which does not reveal a long-term trend. In other words,

Box-Jenkins techniques can be used only in those cases in which

time-series analysis depicts monthly or seasonal variation recurring

with some degree of regularity.

2.B. Barometric Method of Forecasting.

The barometric method of forecasting follows the method

meteorologists use in weather forecasting. Meteorologists use the

barometer to forecast weather conditions on the basis of movements of

mercury in the barometer.

The indicators used in this method are classified as:

2.B.a. Leading indicators.

The leading series consists of indicators which move up or

down ahead of some other series. Some examples of the leading

series are:

(i) Index of net business (capital) formation,

(ii) New orders for durable goods,

(iii) New building permits,

(iv) Change in the value of inventories,

(v) Index of the prices of the materials, and

(vi) Corporate profits after tax.

2.B.b. Coincidental indicators.

It is one that move up or down simultaneously with the level

of economic activity. Some examples of the coincidental series are:

(i) Number of employees in the non-agricultural sector,

(ii) Rate of unemployment,

(iii) Gross national product at constant prices,

(iv) Sales recorded by the manufacturing, trading and the retail

sectors.

(a) Lagging indicators.

The lagging series, consists of those indicators which follow a

change after some time-lag. Some of the indices that have been

identified as lagging series by the NBER are:

(i) Labour cost per unit o f manufactured output,

(ii) Outstanding loans, and

(iii) Lending rate for short-term loans.

2.C. Econometric Methods.

The econometric methods combine statistical tools with economic

theories to estimate economic variables and to forecast the intended

economic variables. The forecasts made through econometric methods

are much more reliable than those made through any other method. The

econometric methods are, therefore, most widely used to forecast

demand for a product, for a group of products and for the economy as a

whole. Our concern here is primarily to explain econometric methods

used for forecasting demand for a product.

The econometric methods are briefly described here under two basic

methods.

2.C.a. Regression Method.

Regression analysis is the most popular method of demand

estimation. This method combines economic theory and statistical

techniques of estimation.

2.C.a.i. Simple or Bivariate Regression Technique.

In simple regression technique, a single independent

variable is used to estimate a statistical value of the

‘dependent variable’ that is, the variable to be forecast.

2.C.a.ii. Multi-variate Regression.

The multi-variate regression equation is used where

demand for a commodity is deemed to be the function of

many variavbles or in cases in which the number of

explanatory variables is greater than one.

2.C.b. Simultaneous Equations Model.

In explaining this model, it will be helpful to begin with a

comparison of simultaneous equation method with regression

method. We may recall that regression technique of demand

forecasting consists of a single equation. In contrast, the

simultaneous equations. These equations are generally, behavioral

equations, mathematical identities and market-clearing equations.

Product demand in the market can be simultaneously find out along with the

companies product demand.

Company demand

It is the company’s estimated share of market demand at alternative levels

of company marketing effort in a given time period. It depends or how the

company’s products, services, prices and communications are perceived relative to

the competitors. It other things are equal the company’s market share will depend

on the relative scale and effectiveness of its market expenditures. Marketing model

builders have developed sales response function to measure how a company’s

sales are affected by its marketing expenditure level, marketing mix and marketing

effectiveness.

Chapter - 4



Methodology is a systematic way to undertake the study. It may be understood as a

science of studying how study is done. In fact, success of the research project depends

entirely on the data and therefore the methods employed in the collection of the data.

Study Objective -

The main objective of the study is to understand the business environment of Sudha

Honey, to know the supply chain of the company how they work.

Research Design :-

Research design indicates the methods of research i.e. the methods of gathering

information and methods of sampling. Research design in the study is descriptive

analytical research. It is designed to describe something, such as demographic

characteristics or who use the product.

Sampling Technique :-

The sampling techniques involved in this project are convenience sampling technique.

The respondents were interviewed at various placed like residence and outlet shop of milk

products.

Sampling Plan :-

1. Sampling unit : Sampling unit consist of Manufacturer, Distributor, Retailer and

consumers, it mainly comprises of consumers, Retailer and distributor in Muzaffarpur.

2. Sampling method : convenience sampling method.

3. Sample Size : It consists of 100 retailers and 50 consumers.

Data Collection Methods :

1) Primary Data :-

In this method the various information are gethered for the very first time or we can say

that it is a way of getting first hand information. Primary data is gathered by interview,

questionnaire. This primary data collection was major part of field survey.

2. Secondary Data :-

Data which are already available and it may provide ready information relevant to the

study is called secondary data.

The information collection process and methodology which I followed secondary data

with the help of Internal source (Life history, Letters, Diaries and Memory), External

Sources (Book, Business Journals, websites etc.) and other such modes of information

generation.

Questionnaire Description :

The questionnaire was prepared consisting of structured and non-disguised. The questions

were logically and sequentially arranged in the questionnaire so the proper and authentic

information can be obtained from the respondents without any anomalies from the part of

the respondents provided corrects response can obtained.

Chapter - 5



I collected opinions of One hundred respondents of different areas of Muzaffarpur

area through survey on the basis of random. These are the following opinions

which important for study point of view:-

What is you age ?

Total No. of respondent - 150

05-15 years 20

15-25 yrs. 35

26-35 yrs. 30

36-50 yrs. 45

above 50 years 20

It is evident from above Pie Chart that 13% of 05-15 years, 23% of 15-25 years,

20% of 26-35 years, 31% of 36-50 years and 13% of above 50 years of age group

in my survey.

What is your occupation ?


Student 35

Govt. Employee 30

Private Employee 40

Business 30

Unemployed 15

It is evident from above Pie Chart that 23% respondents are student, 20%

respondents are Govt. Employee, 27% are Private Employee, 23% are

Businessman, and rest 10% respondents are unemployed.

Which type of Honey you uses regularly ?


Loose 60

Packed 90

It is evident from above Pie Chart that most of the respondents i.e. 68% are using

Packed Honey regularly and only 40 % respondent are use loose Honey regularly.

If you use packed Honey, then which brand you use regularly?


Sudha 85

Any other 5

It is evident from above Pie Chart that most of the respondents i.e. 94%

respondents are using sudha packed Honey and only 6% are using other brand of

packed Honey.

Sudha is launched Sudha Honey do you know about this?


Yes 120

No 30

It is evident from above pie Chart that most of the respondents i.e. 80 are know

about sudha is recently launch Sudha Honey and only 20% respondents are don't

know about it.

Would you like to prefer Sudha Honey?


Yes 120

No 30

It is evident from above Pie Chart that most of the respondents i.e. 80% are like to

prefer Sudha Honey.

.

What is the size of pack do you prefer ?


100 gr. 80

150 gr. 60

200 gr 40

More than 200 Gr. 10

It is evident from above Pie Chart that most of the respondents i.e. 42% are prefer

100gr. pack, 32% respondent prefer 150 gr., 21% respondent prefer 200gr. & rest

5% respondents prefer more than 200gr. of Sudha Honey

What is your expectation about its price (As per bottle)


Upto Rs. 40 30

Rs. 40 60

Rs. 50 50

Above Rs. 50 10

It is evident from above Pie Chart that most of the respondents i.e. 40% are prefer

Rs. 40/- per bottle, 33% are prefer Rs. 50/- per bottle, 20% respondent prefer Upto

Rs. 30/- per bottle. & only 7% respondent are prefer above Rs. 50/- per bottle. of

Sudha Honey.

SWOT Analysis

Strength :- It is reputable organization and is well known all over Bihar as well as some other

neighouber like - U.P., Jharkhand, Kolkata, Delhi and Odisha. Even the company

sold the products. Even the company sold the products in foreign country like -

Nepal.

Quality Conscious/Purity :- They maintain a high quality and purity of

sudha products like - milk and milk products.

Good Relation :- Company flowing the good relation between customer they

provide social relation between customer as well as distributor and retailer.

Market share :- Company retained the 35% market share. Its doing very good in

milk and milk area. There is no competitor to compete to the organization.

No. of diversity business :- Sudha Milk

Sudha milk products.

Sudha Animal food.

Weakness :- Short time Approach :- Lack of emphasis on the collecting of milk from rural

area.

Very little advertisement.

Lack of product in crisis situation.

Lack of competitor to grow fast in milk field.

Threats :- Govt. Regulation.

Corporate Shortage problem.

Political issue.

From the competitor.

Opportunity :- The company have big opportunity to enhance the business in different state (Upto

Lucknow they are going to expand).

The company is going to sell the product of Sudha 10,000 ton in capital of India

on this Dipawali.

In Bihar they are going to expand 125 Cr. in Biharsarif to established a plant.

And also in Gopalganj they are expanding money to establish a plant soon.

They are going to come in powder product field in the market.

Chapter - 6

Findings

Recommendation

Findings

Tirhut Dugdh Utpadak Sahakari Sangh Ltd. is one of the best dairy in Bihar

today. The dairy is functioning properly. Its brand name is “SUDHA”.

After analyzing the information, gathered by opinions of respondents . In the study

consisting 150 respondents Researcher reached on following conclusions :-

(i) All the 150 people I met have shown their keen interest in Sudha Honey. It

shows that there is a great scope for the consumption of Sudha Honey.

From the other sources also the people of Muzaffarpur takes like from the

local milk seller or from the milkman but they shown the great interest in

Sudha Honey due to the name of Sudha Brand.

(ii) Almost every people or each member of the family takes. It is used by the

every communities each age of people takes.

(iii) The price of the sudha are appropriate according to the customers but the

supply is irregular and only because of that the customer go for the other.

(iv) In my survey, I found that 80 % respondent know about Sudha has recently

launch Sudha Honey.

(v) During survey I found that 87% are like to prefer Sudha Honey.

(vi) During survey I found that 42% respondents are prefer 100 gr. pack size,

32% respondent prefer 150 gr pack size, 21% respondent prefer 200gr. &

rest 5% respondents prefer more than more than 200gr. of Sudha Honey.

(vii) During survey I found that 40% respondents are prefer Upto Rs. 40/- per

Kg., 33% are prefer Rs. 40/- per Kg., 20% respondent prefer Rs. 50/- per

Kg. & only 7% respondent are prefer above Rs. 50/- per Kg. of Sudh

Honey.

These are the above conclusion which have been discovered after analyzing the

information, which gathered by survey.

Recommendation

As we know that Tirhut Dugdh Utpadak Sahakari Sangh Ltd. is well known and

good milk producing unit in Bihar. Every good organisation have some demerits,

which can eliminated through study of different organisational factor to improve

the organisational image and status.

I would like to given suggestion which many help the organisation in improving its

performance :-

(i) Many Respondents want to Sudha Honey.

(ii) Honey is uses for the multipurpose work and so the prospective of Sudha

Honey is very high.

(iii) The Advertising products and programming for the Sudha Honey in the

Muzaffarpur, but another big city there is a need for better advertising about

Sudha Honey.

(iv) The company should economy home delivery and should providers

convenience credit terms to the consumers..

(v) The company should arrange social as well as cultural programme in the

Sales territory.

(vi) Sudha Honey advertisement by the media, newspaper, TV, Banner etc.

(viii) In the public sector opinion they have must want Sudha Honey in the Tetra

Pack.

Chapter - 7

Conclusion

Limitation

Bibliography

Questionnaire

Conclusion1. Muzaffarpur is a very huge market of Sudha products and the main player of this

products are -

o Sudha

o Nestle

o Local Product

o Imported Product

2. Among these brands the sale of Sudha products is very high.

3. Sudha is top in the list among different brands in Muzaffarpur.

4. Most of customer prefer Sudha's Product than other.

5. Share of Sudha is increasing very gradually and it is good sign for the Sudha

company.

6. Best season for Sudha's product is the time of Festival like Durga puja, Dipawali,

ID, Bakrid, Holi and Marriage Season.

7. Sudha is not properly aware of the promotional activities regarding product.

Limitations

(i) Limitation of time :-

The time allowed for the study was not sufficient , so it was not possible to

adopt full methodology within the stipulated time.

(ii) Limitation of finance :-

It had not been possible to make in depth study in above respect due to the

limitation of finance.

(iii) Limitation of area :-

It was not possible to survey the Muzaffarpur due to the lack of time and

finance.

(iv) Some other Limitations :-

(a) More stress was given on primary data as it was difficult to collect

secondary data from organization.

(b) The result of Survey are based upon crucial assumptions like -

The respondents know the right answer to the question put to

them.

They are willing to give the right answer.

(c) All the conclusion and suggestion will be made in the feedback

obtained from survey on the basis of responses given by respondents.

In spite of all those limitations efforts were made on my part to come out

with whatever possible information was gathered and give view/points on it in the

form of suggestion at the concluding part of this project.

Bibliography

(A) Books :

Kotler, Philip, Marketing Management. (The millenium edition).

Ramaswami, V.S., and Namakumari, S., Marketing Management:

Planning Implementation and concept . (The India, Context)

Kothari, C.R., Research Methodology

Chuna wala, S.A., Sethia, K.C. foundation of advertising

Subrato Sen Gupta : Brand Positioning

(B) News Paper:

The Economic Times

Times of India

Business Standard

Business Line

(C) Magazine :

The Economic Times

Business Today

4p's

Business World

Business Cronicle

Yojna

(D) Journal :

The Indian Journal of Marketing

Marketing Mastermind

Advertisement express

(E) Internet :

www.comfed.com

www.google.co.in

QuestionnaireName : ..................................................................................................

Address: ..................................................................................................

Phone No.: ..................................................................................................

Contact People :.............................................................................................

1. What is you age ?(i) 05-15 years (ii) 15-25 yrs.(iii) 26-35 yrs. (iv) 36-50 yrs.(v) above 50 years

2. What is your occupation ?(i) Student (ii) Govt. Employee(iii) Private Employee (iv) Business(v) Unemployed

3. Which type of Honey you uses regularly ? (i) Loose (ii) Packed

4. If you use packed Honey, then which brand you use regularly ?(i) Sudha (ii) Any other

5. Sudha has recently launch Sudha Honey do you know about this (i) Yes (ii) No

6. Would you like to prefer Sudha Honey?(i) Yes (ii) No

7. What is the size of pack do you prefer ?(i) 100 gr (ii) 150 gr(iii) 200 gr. (iv) More than 200gr.

8. What is your expectation about its price per bottle (Rs. in rupee)(i) Upto Rs. 40 (ii) Rs. 40(iii) Rs. 50 (iv) Above Rs. 50

9. Any other opinion about Sudha Honey?..............................................................................................................................................................................................................................

Thank you for your kind help.