Project 2

CHAPTER-I

INTRODUCTION

1

INTRODUCTION TO THE REPORT

Dairy sector is the one of the fast growing sector in India. It has gained particular

importance in India today because of enormous growth in Dairy and this sector has crucial

impact on the economy.

The survey is conducted to know the perception of the retailers regarding the Dinshaw’s

curd and distributor’s delivery system to different institutions. The main purpose of the

study is to know the relation maintained by the company with their stakeholders and

awareness, perception and potential of the Market.

In case of dealers it was to find out the movement of the product and which company’s

product record the highest sale and also the promotional activities undertaken by the

company for the dealers.

In case of Institutions it was to find out the usage of curd and their preference towards a

particular brand for the intake of curd. It was also to find out their reactions and their

knowledge about the product and its ranking in comparison with the competitors.

The main objective of this study is to understand customer awareness, perception and

potential market regarding Dinshaw’s curd. If Dinshaw’s to test the effectiveness of message

and media and to create awareness among the customer about the product.

Information regarding the company’s advertisement, promotional strategies, branding,

distribution channel and strategic related to marketing of Dairy product were worked on.

Every research involves survey, data collection through the primary and secondary routes

and then data analysis.

The presented study is on “MARKET SURVEY ON BRANDED CURD AND

MEASURES TO INCREASE THE MARKET SHARE IN NAGPUR”

This research work entitled study of distributor of Nagpur city and their reaction for the

distribution policy of Dinshaw’s Dairy Foods ltd.

2

The producers and the final consumers are the part of every distribution channel; the

intermediaries could be distributors, retailers, agents, dealers etc. Every producer seeks to

link together the set of marketing intermediaries that best fulfill the firm’s objectives.

The set of marketing intermediaries is called the market channel or trade channel, it is also

called as channel of distribution.

When we talk about channels of distribution for consumer goods, it implies that we are

concern about channel of distribution related to the distribution of goods required by the

consumers.

Consumers goods are the goods that are used by the people in their daily life and these

goods are distributed to the consumer through distribution agency.

Distribution: -

The process of delivering the product to the consumer is termed as distribution. Distribution

management is an important part of management as it is one of the mean to deliver the

product to the consumer.

Distribution channel plays a vital role in the successful marketing of most products,

especially consumer products.

Functions performed by the distribution channel:-

They facilitate the sales process by being physically closer to the consumers.

They bridge the makers and users efficiently and economically.

Provide salesmanship.

Assist in sales promotion.

3

THE CHANNEL OF DISTRIBUTION CAN BE SHOWN IN FOLLOWING FIGURE.

MANUFACTURER DISTRIBUTOR RETAILER CONSUMER

The entire function of getting goods into the hands of the consumer is often referred to as

distribution. It is the channel through which the goods are moved as smoothly as possible to

the desired place. In other words, the route by which the goods are moved from place of

production to the place of consumption is termed as “Channel of Distribution”.

COMPANY PROFILE

4

DINSHAW’S DAIRY FOODS LIMITED

Company Name: Dinshaw’s Dairy Foods Ltd.

Country/ Territory: India.

Address: Gittikhadan

Curd product: Plain curd and skimmed curd.

Other products: Milk, Paneer, Ghee, Butter and Ice-cream.

Business type: Manufacturer.

No. of Employees: Approx 500.

Annual sale Range (USD): Above US $ 100 million.

Certificates: ISO 22000, Food safety certified company.

Year: 1990

Managing Director: Mr. J.E. Rana

Mission: We are together here to delight and satisfy all curd consumers by continuous

improvement of-

1) Product Quality, 2) Product Innovation and 3) Product Presentation.

This shall be achieved by employing a blend of artisan skills and use of

modern technology.

Dinshaw’s Dairy Foods Limited is a joint venture between Bapuna and Rana families of

Nagpur. Dinshaw’s is a name associated with discerning consumers for dairy products for

many regions of India. It manufactures products like ice-creams, lollies, paneer, milk, butter,

ghee and shreekhand. The products are FMCG (Fast Moving Consumer Goods) which are

Direct to Consume (DTC). Dinshaw’s is HACCP and ISO approved in the year 2004. The

FDA law regulates Dinshaw’s, which is a middle-scalar unit situated in about 1.5 acres of

area of dairy of Gittikhadan and approximately 15-20 acres of ice-cream plant at Butibori.

History and Background of Dinshaw’s

5

Two enterprising brothers DINSHAW and ERACHSHAW RANA started a small dairy

business in Gittikhadan, on the outskirts of Nagpur. Their obsession with quality and

transparent business practices brought prosperity and confidence to the young business men.

When opportunity knocked in the form of an Englishman who suggested that they would try

manufacturing ice-cream, the idea was translated into reality. “Dinshaw’s Ice-cream” was

born in 1933 when Nagpurians came to know the creamy, hand-churned delicacy.

Initial Growth

An alien concept, ice-cream eating was considered a luxury, which could only be indulged

in on very special days during the sweltering heat of Nagpur’s grueling summer. By mid-

forties, Nagpur’s gentry had extended ice-cream eating into the winter and the same

Dinshaw’s had become synonymous with the ice-cream in Nagpur.

The Second Generation Growth

Shyam Dinshaw Rana and Jimmy Erachshaw Rana put on the mantles of their august

fathers. Burning with the same zeal to succeed, the same uncompromising attitude towards

quality and service, the Rana cousins struck out wider horizons in 1981.

With an invest of just Rs.5 lakhs, a small factory came to replace the cattle pounds. The

dairy business gracefully gave way to its prospering offspring, the ice-cream business.

The magic of “DINSHAW’S Goodwill” spawned a network of enthusiastic dealer-

franchises all over Central India, where Dinshaw’s enjoy near monopoly even today.

Success breeds success. The sound business principles of the founders, which gave them

their initial success, became the foundation of Dinshaw’s business edifice. Quality

consciousness went beyond the quality of relations with employees, business associates and

its ultimate consumers. By 1987, Dinshaw’s was known in Central India as not only the

company which makes the best ice-creams but also the company that built best relations.

By 1989, cold storage depots had sprung up in Raipur, Jabalpur, Indore, Akola, Aurangabad,

Pune, Hyderabad, Guntur and Visakhapatnam more by pressures of demand than by design.

Consumer appreciation for its products and for its credo of “VALUE FOR MONEY” forced

continuous expansion and modernization of manufacturing capacities which today are to the

6

tune of 35,000 liters of ice-cream per day. By 1990 the business was experiencing difficulty

in getting regular supplies to meet its ever increasing needs. The obstacles were turned into

an opportunity to diversify into dairy business.

Being a responsible corporate citizen aware of the needs of protecting environment,

Dinshaw’s have invested more than 70 lakhs in an Effluent Treatment Plant (ETP), which is

a model for any industry of its size. As in all other areas, Dinshaw’s foray in Bombay has

been on a low key. Yet Dinshaw’s has been able to grow in the face of competition from

national and multinational giants of the industry because of the inherent strength of its

products, policies and people. In 2003, Dinshaw’s made a giant venture with Bapuna.

Plant

Dinshaw’s Dairy Foods Limited has its milk processing plant (packaged milk, curd, butter

milk) in Gittikhadan, Nagpur and ice-cream manufacturing plant at MIDC, Butibori, and 25

Km from Nagpur city. 1,50,000 Liters of milk and 1,00,000 Liters of ice-cream are

processed per day. The company’s products are marketed under the brand name of

Dinshaw’s through more than 8500 outlets spread across 12 states. Now, the Dinshaw’s is

an automated company.

For up gradation in technology, packaging, production etc. the plant is installed with

machinery of the best available state of art technology and sophistication. This changed the

marketing strategies and they can send their product to far and wide markets without

compromising quality and purity. Dinshaw’s is producing around 142 varieties of products.

It is famous in market for its taste and quality products. Their products are tasty, nutritious,

refreshing and exotic and are readily being accepted by the consumers.

The turnover of the company is nearly about 200 crores.

Presence of Dinshaw’s

7

The ice-cream products are distributed all over India where as the dairy products are mostly

distributed in Central India and some parts of North India.

Northern Region – UP, Rajasthan, MP, Chhattisgarh, Orissa, Jharkhand.

Western Region – Maharashtra, Gujarat

Southern Region – AP, Goa, Karnataka, Kerala.

Certification of Dinshaw’s

HACCP (Hazard Analysis Critical Control Point)

HACCP is a process control system that identifies and prevents microbial chemicals and

other hazards in food. Potential food hazards could be biological (microbes), chemical

(toxin) or physical (adulterants). The certification is designed to prevent problems before

they occur and to correct them as soon as they are detected. This preventive system is

recognized and respected by the scientific community as well as international food quality

organizations as the most effective approach to the manufacture of the safe food.

ISO 22000

ISO 22000 defines the requirements of food safety management system covering all the

organizations in the food chain including the catering and packaging companies. ISO 22000

is a safety standard that is accepted and trusted over the world.

ISO 9000

ISO 9000 is a family of standards for quality managements systems.

COMPETITORS

8

AMUL HALDIRAM JERSEY

AMUL: THE TASTE OF INDIA

Amul Masti Dahi

Product Details

Tab.no.1

Product Name Amul Masti Dahi

Description Curd made from Pasteurised Toned Milk

Packing Poly Pack - 200 gm, 400 gm, 1 kg *

PP Cup - 200 gm, 400 gm, 100 gm *

* In Selected markets only

Product Specifications

Tab.no.2

9

Composition

Nutritional

Information

Nutritional Information*

Amount per 100 g

Energy 62 kcal

Energy from Fat 28 kcal

Total Fat 3.1 g

Saturated fat 1.9 g

Cholesterol 8 mg

Total Carbohydrate, g 4.4 g

Added Sugar 0 g

Protein 4.1 g

Calcium 183 mg

Phosphorus 158 mg

Sodium 61 mg

Thiamine 51.5 mcg

Riboflavin 146 mcg

Niacin 122 ncg

Folic Acid 9.2 mcg

Vit. A (Retinol) 65 mcg

Not a significant source of Vitamin C, Iron and

Dietary fiber.

*Approx. values

Shelf Life Poly Pack - 7 Days from the date of packaging PP Cup - 15 Days

Storage

condition

Under Refrigeration (Below 80C)

Product Features

10

Dahi or Curd plays a key role in the Indian diet and in preparation of delicious

dishes like Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi

and Muglai Food.

It is ideal meal accompaniment and is delicious as well as nutritious by itself too.

It is also used to marinate veg. and non-veg. dishes.

Dahi is well known for its nutritive values.

The answer to making great tasting dishes is fresh, creamy and good quality dahi -

"Amul Masti Dahi."

"AMUL MASTI" Dahi:

Making fresh Dahi is cumbersome, time consuming chore and can cause great

embarrassment to the house wife when it is not prepared properly.

Dahi prepared by local shop owners or at home varies in terms of quality &

culture used.

Amul Dahi is prepared in controlled conditions i.e. maintaining proper

temperatures to grow beneficial bacteria and to avoid growth of harmful bacteria.

It is difficult to maintain controlled conditions at Home or at local shop level.

Many times the quality of Dahi available from the local market is far from

satisfactory and often found to be contaminated as the culture used do not contain

100% beneficial bacteria.

AMUL Masti Dahi is a pasteurized product i.e. free from unwanted bacteria.

AMUL Masti Dahi is prepared with selected culture having pro health bacteria.

The culture is developed after in depth research.

Superiority of Amul Masti Dahi:

11

Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free

from added sugar.

What's more, Amul Masti Dahi doesn't contain any preservatives.

Amul Masti Dahi is prepared from certified and selected bacterial culture which

gives excellent curd.

Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub as

well as convenient pouch and thus free from possible adulteration.

Amul Masti Dahi is high on nutrition and taste.

Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more

delicious at the snap of your fingers.

The live microflora in Amul Masti Dahi helps the digestive system and enhances

the immune system's ability to fight harmful organisms. It improves the body's

natural defenses and helps keep the body functioning at its best.

Amul Masti Dahi having a probiotic nature contains live bacterial culture which

increases milk digestibility, quickens recovery from certain types of diarrhea, skin

infections, enhances immune function of the body and encourages the body to

function in the best possible and most natural way.

Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates,

fats, calcium, phosphorous, magnesium, zinc, iodine and vitamins.

Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium.

Amul Masti Dahi is a quality product from the house of "Amul" at affordable

price which gives "value for money".

Product Application

Direct consumption

Making of :Lassee, Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi Raita,

Kadhi and Muglai Food.

To marinate veg. and non-veg. dishes

Available in (Segments/Markets)

12

Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP, Mumbai, Pune,

Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai, and Bangalore.

Amul Probiotic Dahi

Product Details

Tab.no.3

Product

Name

Amul Probiotic Dahi

Descriptio

n

Probiotics are living micro-organisms, which when ingested or locally

applied in sufficient numbers confer one or more specified, demonstrated

health benefits on the consumer. As against Antibiotic, Pro-biotic means 'for

life', which indicates an essential property of probiotic cultures. A growing

awareness of the relationship between diet and health has led to an

increasing demand for food products that are able to enhance health as well

as provide basic nutrition.

Packing 200g & 400g

Product Features

Helps maintain a healthy digestive system

Calcium content helps build stronger bones and teeth

Enhances immune function of the body.

Amul Flaavyo Yoghurt

13

Product Details

Tab.no.4

Product Name Amul Flaavyo Yoghurt

Description Flavoured Probiotic Yoghurt

Packing 100 g Cup

Product Specifications

Tab.no.5

Composition Toned Milk, Sugar, Fruit Pulp Compound, Stabilizer , Active

Probiotic Culture and Vitamins

Nutritional

Information

117 kcal/100 g

Shelf Life Best Before 15 days from Packaging

Storage condition Keep Under Refrigeration below 8°C

Product Features

Tasty, Healthy and refreshing treat for all age people.

Contains live probiotic bacteria which helps digestion and improve immunity.

Made with special culture to give a smooth, mild acidic taste.

It is made from natural ingredients.

Fortified with essential vitamins.

Available in five flavours namely Mango, Pineapple, Strawberry, Vanilla and

Misty Doi.

Product Application

As a healthy dessert.

14

For on the go consumption.

Available in (Segments/Markets)

Available in Gujarat and Maharashtra.

HALDIRAMS: TASTE OF TRADITION

Mishti Doi

Product Name: Mishti Dahi.

Packing: 500 g and 1 kg earthen pots.

Composition: Toned Milk, Sugar, dates, proteins and vitamins etc.

Shelf life: Best before 10 days of packaging.

Storage condition: Keep Under Refrigeration below 8°C

Product Features:

Tasty, Healthy and refreshing treat for all people.

Contains live bacteria which helps digestion and improve immunity.

Made with special culture to give a smooth and sweet taste.

It is made from natural ingredients.

Fortified with essential vitamins.

JERSEY:

Jersey curd

15

Cream line dairy offers jersey curd. JERSEY curd is prepared with fresh quality milk under the

influence of lactic acid bacteria at around 40oC. The milk, inoculated with bacterial culture, is

hygienically packed in clean food grade plastic cups and sealed by an automated packing

machine prior to incubation. After curd achieved the desirable properties, it is kept at chilled

temperature until delivered to customer. JERSEY curd is a fresh, safe, hygienic and tasty product

which has all nutritious goodness of milk.

JERSEY CURD is available in quantities of 100 g, 200 g, and 500 g with a shelf life of 7 days at

chilled storage conditions.

RESEARCH OBJECTIVES

To know the market share of branded curd (Dahi) in Nagpur.

To analyze the competitor’s of branded curd in Nagpur.

16

To analyze the potential market and defining the new strategies for growth.

To analyze consumer buying behaviour towards branded curd.

To study various parameters- quality, quantity, price, advertisement, taste, packaging,

durability with respect to existing branded curd.

To evaluate the reasons for preference of particular brand.

To study institutional conditions to prefer the offered curd.

RESEARCH METHODOLOGY

Process of Research Methodology

17

Fig.no.1

Research design- Alternatives and choices:

Despite the difficulty of establishing an entirely satisfactory classification system, it is

helpful to classify marketing research on the basis of the fundamental objectives of the

research. Consideration of the different types, their applicability, their strengths, and their

weakness will help us to select the type best suited to a specific problem.

The general two types of research are:-

EXPLORATORY RESEARCH:

The major emphasis in such studies is on the discovery of ideas and insights. This will help

us to design new strategies for expansion.

DESCRIPTIVE RESEARCH:

Descriptive research is concerned with describing the characteristics of particular individual

or a group. This will help us to know consumer and institutional behaviour toward Dinshaws

Dahi.

The descriptive research helps us to know what are the objectives of the study. Methods to

collect and analyse the data, and finding facts about Dinshaws Dahi.

18

RESEARCH INSTRUMENTS USED IN DETAILS:

The common factor in all varieties of the questionnaire method is this reliance on verbal

responses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

MULTIPLE CHOICE QUESTIONS:

In this type of questions there are multiple options from which the respondents have to select

according to their preference.

DICTHOMUS:

These are the questions which are Boolean in nature. These answers are straightforward and

respondents have to answer them in a straight way. That means the answer can only be

either ‘Yes” or ‘No’.

SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole population. The

sample design used in this project is two state sampling i.e. Cluster and convenience. In the

probability sampling methods, each items in the sample is chosen one at a time from a

complete list of universe elements. In marketing research practice, it will sometimes be more

expedient to select clusters or groups of universe elements, rather than to choose sample

items individually.

SAMPLING METHODS:

The sample designs used in this project are of two types i.e.

1. Cluster sampling

2. Convenience sampling.

19

The total sample size will be 200

CLUSTER SAMPLING:

Nagpur area will be divided according to various areas for survey.

CONVINIENCE SAMPLING:

Samples will be chosen according to convenience basis.

SAMPLING:

Sampling Technique: Non probability sampling.

Sample Unit: People who buy branded curd available in retail outlets, superstores, etc.

Retailers and institutional buyers.

Sample size: 50 retailers and 150 institutions

Method: Direct interview through questionnaire.

Data analysis method: Graphical method

Area of survey: Nagpur City

Timing of survey: 12.00 pm to 4.00 pm for retailers, institutions.

Schedule of project:-

Institutional survey : 01/06/11 to 11/07/11 (1 Month and 10 days)

Retail survey : 12/07/11 to 21/07/11 (10 days)

LIMITATIONS OF THE RESEARCH

20

Research is done on the basis of aspects to be covered with in a limited given time (50

days) and also which is not supposed to be adequate to get familiar with the whole

process.

Limited time available for interviewing the respondents. As a result of this it was not

possible to gather full information about the respondents.

When researcher interviewed RETAIL SHOPS AND INSTITUTIONS, sometimes they

use to give answers under the influence of working condition.

As summer training is going under morning or afternoon time so sometimes respondents

are busy to run his business or completing work.

Limited rights given by Company to deal with the prospective customer.

21

CHAPTER-II

CONCEPTUAL BACKGROUND

CONCEPTS AND DEFINITION

MARKET SURVEY

22

Definition: The study of the spending characteristics and purchasing power of the

consumer who are within your business's geographic area of operation; a research

method for defining the market parameters of a business.

Market survey--where you actually speak to members of your target audience--are an

important part of market research. You can choose to hire a company to do it for you, but

conducting the interviews yourself will most likely give you a much better idea of the needs

of your target audience and will provide you with insights that you might not otherwise have

gleaned.

If you're going the do-it-yourself route, you'll probably want to act as the focus group

moderator. As the moderator, you'll want to encourage an open-ended flow of conversation

and be sure to solicit comments from quieter members, or you may end up getting all your

information from the talkative participants only. Also, when conducting any type of survey,

whether it's a focus group, a questionnaire or a phone survey, pay particular attention to

customers who complain or give you negative feedback. You don't need to worry about the

customers who love your product or service, but the ones who tell you where you're going

wrong provide valuable information to

help you improve.

MEASURE TO INCREASE MARKET SHARE

To increase market share a business has to take customers from its competitors or attract

new customers. Achieving this requires a thorough understanding of both your own

customer base and that of rival businesses.

Having the answers to the following questions will help you build a comprehensive picture

of your market and your competitors and put you in a stronger position to win a bigger

market share.

23

Who are your existing customers? Are there any other groups that may require your product

or service that you haven't targeted before? Can your product or service be used for purposes

you had not previously considered that could make it appealing to a wider market?

What are your competitors' strengths? Do you have these too? If not, why not - and should

you have them?

Why do customers buy from your competitors? What advantages do you have over your

rivals that may attract their customers? How can you communicate with your competitors'

customers to get them to switch and buy from you instead?

What is your unique selling point?

Apart from obvious rivals, are there any other businesses with customers your product or

service may appeal to?

Are there customers who have stopped buying from you? Do you know why? If not, you

may want to ask them.

Will you need to change pricing, marketing, distribution, service levels? Could those

changes upset current customers? Will your employees remain motivated?

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CHAPTER-III

DATA ANALYSIS, PRESENTATION AND INTERPRETATION

25

(I) FOR INSTITUTIONS

1. Do you use curd?

Tab.no.6

Particulars No. Of

respondents

Percentage

Yes 140 93%

No 10 7%

TOTAL 150 100

Fig.no.2

93%

7%

USE OF CURD

YESNO

Interpretation: 93% of the institutions said that yes they use curd and 4% of them said no

they don’t use curd.

2. If yes, which company’s curd do you use?

26

Tab.no.7

Fig.no.3

DINSHAWS AMUL HALDIRAM JERSEY LOCAL/SELF MADE0%

5%

10%

15%

20%

25%

30%

35%

40%

45%41%

14%

8%

26%

11%

BRAND LOYALTY

Interpretation: 41% of the institutions prefer Dinshaw’s curd, 26% of them use Jersey’s

curd, 14% prefer Amul, 11% of them make curd by their own and 8% of

them use Haldiram curd.

3. If no, why?

27

Particulars No. Of respondents Percentage

Dinshaws 58 41%

Amul 19 14%

Haldiram 11 8%

Jersey 37 26%

Local/self made 15 11%

TOTAL 140 100

Tab.no.8


No consumption 3 30%

Bad service 5 50%

Poor quality 2 20%

TOTAL 10 100

Fig.no.4

30%

50%

20%

REASON FOR NO USE

NO CONSUMPTIONBAD SERVICEPOOR QUALITY

Interpretation: The reason for not using curd in an Institution, 50% is no bad services by the

distributor, 30% is no consumption and 20% is poor quality of curd.

4. What is the usage of curd in your institution?

Tab.no.9

28


Chanch 21 15%

Tandoor 46 33%

Chutney 31 22%

Lassi 17 12%

Raita 8 6%

Kadhi 11 8%

All of the above 6 4%

TOTAL 140 100

Fig.no.5

CHANCH TANDOOR CHUTNEY LASSI RAITA KADHI ALL OF THE ABOVE

0%

5%

10%

15%

20%

25%

30%

35%

USAGE OF CURD

Series 1

Interpretation: As per as the usage of curd is concerned, the curd has maximum usage in

Tandoor that is 33% then is being used for making chutney 22%, chanch 15%, lassi

12%, kadhi 8%, Raita 6% and some of the institutions also use curd for all of the

above purposes that 4%.

1. How much quantity of curd required in daily basis in liters?

29

Tab.no.10


1-5 ltrs 15 11%

6-15 ltrs 78 56%

16-30 ltrs 43 31%

31 and above 4 2%

TOTAL 140 100

Fig.no.6

11%

56%

31%

2%

QUANTITY REQUIRED

1-5 LTRS6-15 LTRS16-30 LTRS31 AND ABOVE

Interpretation: Quantity required in daily basis in liters is: 1-5 ltrs: 11%, 6-15 ltrs: 56%,

16-30 ltrs: 31% and 31 and above: 2%.

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2. Which is the most preferable packaged curd used in your institution?

Tab.no.11


Plain curd 88 63%

Sweet curd 12 8%

Skimmed curd 40 29%

TOTAL 140 100

Fig.no.7

63%8%

29%

PREFFERED PACKAGED CURD

PLAIN CURDSWEET CURDSKIMMED CURD

Interpretation: 63% of the institutions prefer plain curd, 29% of them prefer skimmed curd

and 8% of them prefer sweet curd.

31

3. From where do you get the delivery of curd?

Tab.no.12


Self purchase 29 21%

Distributor 107 76%

Other suppliers 4 3%

TOTAL 140 100

Fig.no.8

SELF PURCHASE DISTRIBUTOR OTHER SUPPLIER0%

10%

20%

30%

40%

50%

60%

70%

80%

21%

76%

3%

DELIVERY OF CURD

Interpretation: 76% of the institutions prefer delivery by the distributors, and 21% of

them purchase curd by their own and the remaining 3% from other suppliers.

32

4. Do you get credit facility?

Tab.no.13


Yes 126 90%

No 14 10%

TOTAL 140 100

Fig.no.9

90%

10%

CREDIT FACILITY

YESNO

Interpretation: 90% said YES they do get credit facility and 10% said NO.

33

(II) FOR RETAILERS

1. Do you stock curd?

Tab.no.14


Yes 28 56%

No 22 44%

TOTAL 50 100

Fig.no.10

56%

44%

AVAILABILTY

YESNO

Interpretation: 56% of the retailers stock curd and 44% of them don’t stock curd.

34

2. If yes, which company’s curd do you stock?

Tab.no.15


Dinshaws 14 50%

Amuls 7 25%

Haldiram 4 14%

Other brands 3 11%

TOTAL 28 100

Fig.no.11

DINSHAWSAMUL

HALDIRAMSOTHER BRANDS

0%5%

10%15%20%25%30%35%40%45%50%

50%

25%

14%

11%

BRAND

Interpretation: 50% of the retailers stock DINSHAWS curd, 25% of them stock AMUL curd,

14% of them stock HALDIRAMS curd and 11% of them stock OTHER

BRANDS.

35

3. If no, why?

Tab.no.16


Low distribution 13 59%

Bad service 8 36%

Personal issue 1 5%

TOTAL 22 100

Fig.no.12

59%

36%

5%

REASON FOR NOT STOCKING CURD

LOW DISTRIBUTIONBAD SERVICEPERSONAL ISSUE

Interpretation: Reason for which retailers don’t stock curd is 59% because of low distribution

36% because of bad service and 5% because of some personal issues.

36

4. Which is the most preferable packaged curd?

Tab.no.17


Plain curd 11 39%

Sweet curd 6 22%

Skimmed curd 11 39%

TOTAL 28 100

Fig.no.13

39%

22%

39%

PREFERANCE OF PACKAGED CURD

PLAIN CURDSWEEET CURDSKIMMED CURD

Interpretation: It is been seen that retailers mostly prefer plain and skimmed curd to stock

which is 39% both in respect to sweet curd which is preferred by 22% of the retailers.

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5. From where do you get curd?

Tab.no.18


Distributor 25 89%

Other suppliers 3 11%

TOTAL 28 100

Fig.no.14

89%

11%

SERVICE PROVIDER

DISTRIBUTOROTHER SUPPLIERS

Interpretation: 89% of the retailers get the service from the distributors and 11% of

them from other suppliers

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6.Do you get credit facility?

Tab.no.19


Yes 27 96%

No 1 4%

TOTAL 28 100

Fig.no.15

YES NO0%

20%

40%

60%

80%

100%

120%

96%

4%

CREDIT FACILITY

Interpretation: 96% said YES they get credit facility and 4% said NO they don’t get.

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7. What are the consumers’ expectations from branded curd?

Tab.no.20


Low price 9 32%

Good quality 12 43%

Packaging 2 7%

Availability 5 18%

TOTAL 28 100

Fig.no.16

LOW PRICE GOOD QUALITY PACKAGING AVAILABILITY0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

32%

43%

7%

18%

CONSUMER EXPECTATION

Interpretation: As per retailers consumer mostly prefer good quality curd that is 43%

and secondly they look for low price that is 32%, thirdly they go for availability of curd

that is 18% and lastly they see packaging that is 7%.

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CHAPTER-IV

FINDINGS, CONCLUSION & SUGGESTIONS

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FINDINGS

During the survey it was found that still there are 15% (Rural Areas) people who have

not tasted Dinshaw’s curd.

No regular visit of Marketing Executives.

Insufficient Man power for Generating Sale.

Supply of curd is not regular and not on time.

There is lack of Sales Promotional Activities i.e. product scheme, incentives

advertising banner & flags etc.

Amul & Haldirams are the main competitors and strategically better performer than

Dinshaws.

Researcher find the main thing is that “Dinshaws” brand name has very good image in

consumer’s mind and they consider it as Pure & Good Product.

In appropriate Behavior of distributor with retailers and institutions.

Retailer’s complaints are not entertained.

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CONCLUSION

As we know that Dinshaws is very big organization and market leader in dairy products. It

has maximum market share in milk, curd and ice-cream, which are its main/core products.

As we know Amul is a co-operative organization but curd industry is a profitable industry

we can’t ignore it. With the help of research, company could find out its week points in curd

market growth strategy and can increase its market share by rectifications in its loopholes.

Every organization has its first objectives is to satisfy their customers. This is the only way

the company can increase its loyal customer. The extremely satisfied consumers come not

only again and again but also suggest other people to go for the product of that company.

Dinshaws has sound quality & having the strong preference from consumers but in order to

improve the sale and to sustain the sale, need to work on consumer awareness & need to

have greater attention for the satisfaction of retailers and institutions.

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SUGGESTIONS

In order to maintain and increase the sales in the city of Nagpur, the following

suggestions regarding Dinshaw’s curd; particularly regarding advertisement,

distribution, promotional policies, etc, are hereby suggested:

Increase the man power for improving the sales,

Require to solve the complaints of Retailers and Institutions quickly.

Dinshaw’s should give focus on local advertisements.

Increase interaction with Retailers and Institutions on frequent intervals.

Company should introduce sales promotion schemes like product scheme,

incentives advertising banner & flags etc on a frequent intervals.

There should be induction training for distributors for the relationship building

with retailers and institutions.

Consider and apply motivational factors for retailers and institutions.

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ANNEXURE

45

QUESTIONNAIRE

(INSTITUTIONAL SURVEY)

Name of the Institution:-

Address:-

Owners Name:-

Contact No.:-

1) Do you use curd?

Yes

2) If yes, which company’s curd do you use?

Dinshaws

Amul

Haldiram

Jersey

Local/Self mad

3) If no, why?

No consumption Bad service Poor quality

4) What is the usage of curd in your Institution?

Chanch

Tandoori

Chutney

Lassi

Raita

Kadhi

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5) What is the quantity of curd required in basis (in liters)?

1-5 Ltrs 6-15 Ltrs 16-30 Ltrs 31 and above

6) Which is the most preferable packaged curd used in your Institution?

Plain curd Sweet curd Skimmed curd

7) From where do you get the delivery of curd?

Self purchase Distributor Other supplier

8) Do you get credit facility?

Yes No

9) Any suggestions

………………………………………………………………………............................

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

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QUESTIONNAIRE

(RETAILERS SURVEY)

Name:-

Address:-

Owners Name:-

Contact No.:-

1) Do you stock curd?

Yes No

2) If yes, which company’s curd do you stock?

Dinshaws

Amul

Haldiram

Other Brands

3) If no, why?

Low distribution Bad service Personal issue

4) Which is the most preferable packaged curd?

Plain curd

Sweet curd

Skimmed curd

5) From where do you get curd?

Distributor Other suppliers

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6) Do you get credit facility?

Yes No

7) What are the consumers’ expectations from branded curd?

Low price

Good Quality

Packaging

Availability

8) Any suggestion

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

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BIBLIOGRAPHY ( u HAVE NOT WORKED ON

THIS)

Website:

www.google.com

Book:

Philip kotler

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http://www.google.com/

Documents

Project 2