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A PROJECT REPORT
ON
“OPTIMIZATION OF DISTRIBUTION SYSTEM OF MILK AND
SUGGEST A MKTG. STRATEGY FOR INCREASE SALES FROM
153000 ltrs. To180000ltrs.
AT
SUDHA PATNA DAIRY
BY
SRIKANT KUMAR
UNDER THE GUIDANCE OF
NIRANJAN KUMAR (MARKETING INCHARGE)
VANDANA SINGH (MARKETING OFFICER)
SUBMITTED TO
SIMMC,PUNE
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
PGDM PROGRAMME
ACKNOWLEDGEMENT
I feel great pleasure to present this summer training report on “Distribution and Marketing strategy for increasing sale ” and organization overview at SUDHA DAIRY, Patna.
Being a student of M.B.A it is my pleasure to have an opportunity to present this Industrial Summer Training report at “SURYADATTA INSTITUTE OF MANAGEMENT AND MASS COMMUNICATION”
I thank SUDHA DAIRY for giving me an opportunity to complete my project. I wish to give grateful acknowledgements to my project guide MR.NIRANJAN KUMAR (marketing incharge) Miss. Vandana (marketing officer) and all the staff members of SUDHA for giving me invaluable information and guidance on the necessary the theoretical aspect and methodology for handling my work, without valuable guidance this project report cannot be made possible.
A special word of thanks to my director as this type of analysis work is the core function of management studies. My sincere thanks are also to my project guide Prof. MANISH SINGH for his guidance and technique about report writing that have been a key factor in the successful completion of this project.
Last but not the least I acknowledge the support and encouragement of my parents, teacher and friends.
2
DECLARATION
This project report on “Optimization of Distribution system of milk and suggest a Mktg.
Strategy for increasing sales from 153000 to 180000”. at SUDHA PATNA DAIRY is
submitted by me for the partial fulfillment of the course of PGDM programme from
SIMMC, pune
This is an original work done by me expected the guidance received which has been
properly acknowledgement in the report.
This is not the copy of any other report or any part of it hasn’t been submitted for the
award of any degree or diploma.
Srikant kumar
3
Executive Summary
This project has been under taken to know the optimization of sales of milk and optimization of distribution system in sudha dairy. Then we decided to some parameter for this project and made the questionnaire for customer and retailer. And doing the survey between customer and retailer through questionnaire then we got some positive and negative result of sudha milk through customer and retailers.
As a part of our research analysis according to survey resultant and we used to graphs, brand, and pie chart for easy to represent fact and figure of analysis data of sudha dairy. An meet the sudha management team such as management team such as Manager, Marketing manager, quality department, Dairy Engeenier, production department, and staffs of sudha dairy, an finding the profile, financial data production process, quality maintenance, technology and technical equipment of sudha Patna dairy.
After the research work we finding the some suggestion for optimizing sales of milk and optimizing distribution system of sudha Patna Dairy and made of Marketing strategy of optimization process of sales and distribution system for Sudha dairy.
The research work under taken by us has given practical experience and view of retailer and customer about the milk and other milk product. Overall service of the sudha dairy is satisfactory and quality maintenance is also good.
This has given an idea how to deal with customer and retailer involved in the marketing and distribution activities of the Sudha Milk.
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CONTENTS
SR NO. PARTICULARS
1. Introduction
2. Industry Profile
3. Company Profile
4. SWOT Analysis
5. Objective of the Project Work
6. Research Methodology
7. Data Collection & Data Analysis
8. Finding
9. Limitations
10. Suggestions
11. Appendices, Bibliography
CHAPTER 1:
5
INTRODUCTION
It is our pleasure to have this type of interesting topic related to Distribution and
Marketing strategy for increasing sale. As we know that distribution and marketing
strategy plays a very important role in marketing. So first of all we should know what is
distribution and marketing strategy.
According to Drucker “Both the Market and Distribution Channel are often more crucial
than the product. They are primary, the product is secondary.”
They deserve a good deal of attention and study much more than usually received. A
dependable and sound distribution system is essential. It creates and adds value to all
most all products. They relate to cost reduction, financing, co-operation in setting prices
communication assistance and reduction of number of transactions.
Transportation and distribution system in local area is divided into 18 routes. These
routes are also known as by the help of codes. These codes are 601, 602, 603, 604, 605,
606 etc.
Marketing is a business term referring to the promotion of products, especially
advertising and branding. The term developed from the original meaning which referred
literally to going to market, as in shopping, or going to a market to sell ones products.
The American Marketing Association (AMA) states, “Marketing is an organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders.”
Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers’ future needs and wants, which are often discovered through market research.
I have my summer project in Sudha Patna Dairy. In my project I had to find out
“Optimization of Distribution system of milk and suggest a Mktg. Strategy for increasing
sales from 80,000Lts to 1 Lakh Lts”. Sudha dairy is well known brand in Bihar and
Jharkhand.
CHAPTER 2:
6
INDUSTRY PROFILE
Operation Flood: -
Operation Flood, launched in 1970, has been instrumental in helping
the farmers mould their own development. Thus helping reach milk to
consumers in 700 towns and cities through a National Milk Grid. It also
helped eliminate the need for middlemen thereby reducing the seasonal price
variations. As a result of the cooperative structure the whole exercise of
production and distribution of milk products became economy economically
viable for farmers to undertake on their own. In this manner the farmer
himself can enjoy the fruits of his own labor. Instead of surrendering a
majority of the profit to corrupt middlemen.
Operation flood was launched in three different phased of
development each having a separate aim and objective. These phases could
be detailed out as under: -
#Phase 1: -
Phase 1 of the Operation Flood was financed by the sale within India of
skimmed milk powder and butter oil gifted by the EC countries via the
World Flood Program. During its first phase, the project aimed at linking
India’s 18 best milk sheds with the milk markets of the four metropolitan
cities of Delhi, Mumbai, Calcutta and Chennai.
#Phase 2: -
7
Phase 2 of the project implemented during 1981-85 raised this to some 136
milk sheds linked to over 290 urban markets. Milk powder production went
up from 22,000 tones in the pre project year to 1, 40,000 tones in 1989.
#Phase 3: -
Phase 3 of Operation Flood (1985-1996) enabled idol cooperatives to rapidly
build up the basic infrastructure required to procure and markets more and
more milk daily. Facilities were created by the cooperative to provide better
veterinary first-aid health care services to their producer members. Thus,
operation flood was carried to create white revolution in India. The
operation got enormous success and gave several positive results to name a
few: -
It has led to sustained production increases, raising per capita
availability of milk to nearly 200 grams per day.
The dependence on commercial imports of milk solids was removed.
Modernization and expansion of the dairy industry and its
infrastructure was made possible.
Marketing expanded to supply hygienic and fair priced milk to some
300 million consumers in 550 cities and towns.
Ninety lacks small producers in 74,000 villages are earning jointly an
incremental income of Rs 2500 carores from milk.
A nationwide network of multi-tier producer’s cooperatives,
democratic in structure and professionally managed, has come into
existence.
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Dairy is a place where handling of milk and milk products is done and technology refers
to the application of scientific knowledge for practical purposes. Dairy technology has
been defined as that branch of dairy science, which deals with the processing of milk and
the manufacture of milk products on an industrial scale.
The dairy sector in the India has shown remarkable development in the past decade and
India has now become one of the largest producers of milk and value-added milk
products in the world.
The dairy sector has developed through co-operatives in many parts of the State. During
1997-98, the State had 60 milk processing plants with an aggregate processing capacity
of 5.8 million litres per day. In addition to these processing plants, 123 Government and
33 co-operatives milk chilling centers operate in the State.
Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents,
compared with the U.S' 63 cents, and Japan’s $2.8 dollars. Also to take advantage of this
lowest cost of milk production and increasing production in the country multinational
companies are planning to expand their activities here. Some of these milk producers
have already obtained quality standard certificates from the authorities. This will help
them in marketing their products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace of around
33% per annum to around Rs.43, 500 crores by year 2005. This growth is going to come
from the greater emphasis on the processed foods sector and also by increase in the
conversion of milk into milk products. By 2005, the value of Indian dairy produce is
expected to be Rs 10, 00, 000 million. Presently the market is valued at around Rs.7, 00,
000 mn
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2.1 Definition of Dairy.
Dairy:- It is a farm or section of a farm that is concerned with the production of milk and other milk products. (A place where Milk and Milk product are handled.)
MILK- A white or yellowish fluid secreted by the mammary gland of animals. It consists of emulsion of fat in water with casein and other proteins, milk sugar and inorganic salts. The solids other that fat include protein, carbohydrates, water-soluble, vitamins and minerals.
According to the prevention of food adulteration rules 1995,the percentage of milk, fat and SNF in different classes and designation of milk specified respectively are as follow: Buffalo milk (5%-6% and 9%), cow milk (3%-4% and 8.5%) recombined milk (3% and 8.5%) double toned milk (1.5%-9%) and skimmed milk (not more than 0.5% and 8.7%) the fat percentage for the milk of Cow and Buffalo varies from state to state and is detailed in DFA rules.
MILKMILK
VITAMINADEK
VITAMINADEK
SNFSNFFATFAT
PROTEINMINERALS
IRON CALSIUMLECTORS
PROTEINMINERALS
IRON CALSIUMLECTORS
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Milk Products :
Milk is the main product that is produced by the sudha. Milk acts as a raw material for the other products of sudha like curd, butter milk, paneer, etc. Sudha processes variety of milks such as whole milk, toned milk, cow milk, etc because the demand of milk are different from customer to customer sudha tries to fulfill all the demands, e.g. people who want ‘Fat’ purchases sudha Gold milk , standardize milk is used for tea.
Types of milk
Name FAT (%) SNF (%)Whole Milk 6 9Toned Milk 3 9Cow Milk 3.5 8.8Skim Milk 0.07 9.3Standardize Milk 4.5 9Buffalo Milk 5.5 9
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2.2 Classification of Dairy Products.
FLOW CHART OF CONVERSION OF MILK INTO TRADITIONAL INDIAN DAIRY PRODUCTS
MILK
Cultured Condensed Precipitation
Shrikhand Misti Doi Paneer Ghee Rabri SandeshLassi Kheer Chhan Kadbi Kkoa Rasgoola
Pantoda Rasmalai2.3About Dairy Industry in India.
The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs. 83,500 crores by year 2011. This growth is going to come to from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2011, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn.
Year Quantity Production of milk in the past 10 years 1997-98 72.122001-02 84.42003-04 88.082004-05 94.52005-06 97.12006-07 100.12007-08 104
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2.4 Profiles of the Whole Milk Industry.
India is the largest milk producer in the world, with milk production at 100 million MT. Value of output was Rs. 1179 billion (2004-05) (Almost equal to the combined output of paddy was wheat!!).The country also has 1/5th of the world bovine population. Of the milch animals (45% indigenous cattle, 55% buffaloes, and 10% cross bred cows).
Milk productivity per animal is very low at, around 1000 Kg/lactation (world average 2038 Kg/lactation). Low genetic potential, poor nutrition and lack of services key for low productivity. Different regions in India are at a different level of progress in the dairy industry. Punjab and Maharashtra can be considered as well developed states in the area of dairy. Tamil Nadu, Andhra Pradesh, fall in the category of states with average progress, while, the states of Bihar, Orissa and most NE states fall in the category of less developed areas.Dairy co-operatives account for the major share of organized milk collection and handling in the country.
DairyFederation
States No. of co.op Unions
No. of Dairy plant
Capacity(000’lts)
Brand
APDDCF Andhra Pradesh 9 12 2437 Vijaya
COMPFED Bihar 8 8 586 Sudha
GCMMF Gujarat 12 19 6595 Amul
HDDCF Hariyana 5 5 530 Vita
HIPSCMPF Himachal Pradesh
3 2 30 Him
KMF Karnataka 13 15 2130 Nandiini
KCMMF Kerala 3 3 900 Miima
Mahasangh Maharashtra 24 28 4905 Aarey,Vikas, Mahanand
Miikted Panjab 11 9 1525 Verka
MPCDF Madhya Pradesh 6 7 1030 Sneha
OMFED Orissa 5 5 135 Omted
PCDF Uttar Pradesh 30 13 1510 Parag
RCDF Rajasthan 16 10 1000 Saras
TCMPF Tamil Nadu 12 15 2605 Aavin
WBCMPF West Bangal 7 5 1510 Bhagirathi
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CHAPTER 3: COMPANY PROFILE
3.1 Bihar COMFED.Patna Sudha Dairy is a unit of Bihar State Co-operative Milk Federation Limited. (COMPFED)
The Bihar State Co-operative Milk ’ Federation Ltd. (COMFED) was established in 1983 as the implementing agency of operational Flood program of dairy development on “Anand” pattern in Bihar. It is the largest co-operative in eastern India.
“Sudha” milk and milk product has become a symbol of quality. As on date nine out of ten dairy plants are ISO: 9001:2000 and HACCP: IS: 15000:1998 certified.
Organization of Dairy Cooperative Societies (DCS) and MembershipParticulars 1987-
881997-98
2002-03
2004-05
2005-06
2006-07
2007-08
2008-09
DCS Organization
1669 2884 4018 5103 5243 5684
DCS Functional
1462 2306 3285 4073 4179 4432
Membership (‘000)
65.60 147.20 213.58 255.71 267.18 279.13
Procurement
The milk procurement due to sustained effort is showing growth year after year. The daily average milk procurement during 1994-95 average 114.33 thousand kg per day (TKPD) which has jumped more than five times 06-07 year to 598.28 TKPD.
It has been possible due to action taken during past seven to eight years to change the trend of milk procurement are as below: Timely and regular payment to milk producers
Attractive procurement price
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Induction of crossbreed cows in the DCS Regular supervision
Unit-wise Milk Procurement
Milk Union/ Unit
1997-98
2002-03
2004-05
2005-06
2006-07
2007-08 2008-09 2009-10
Barauni 65.93 134.36 156.26 162.84 167.7Muzaffarpur
24.43 43.88 67.86 78.05 88.76
Samasti pur
32 62.61 78.84 106.21 128.99
Patna 56.18 92.68 131.53 147.39 153.79Shahabad 8.77 32.98 38.01 47.06 43.59Gaya 0.15 2.46 6.11 5.49 2.38Ranchi 5.35 5.87 5.99 5.52 4.85Bagalpur 2.81 5.59 4.49 5.64 7.1Total 213.19 384.54 489.09 558.21 598.28
(in '000 Kgs per day)
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In the current year 2010 milk procurement has crossed 800 TKGPD. Procurement will soon cross TKGPD.
Plants Processing Capacity
Name of the plant Plant capacity(TLPD)Patna 150Barauni 160Muzaffarpur 60Samastipur 40Ara 100Jamshedpur 100Ranchi 60Bokaro 40Bhagalpur 25Gaya 15Purnia 10Total 760
Currently COMPFED is increasing the capacity of the plant due to increase in demand. The renovation work is in progress.
Products:
Milk Milk Products New Product Launch
Sudha Gold Ghee Sudha Cool Sip Sudha Shakti Ice-Cream Sudha MatthaSudha Healthy Lassi Sudha mango lassiSudha Smart Misti-dahiSudha Lite PedaSudha Cow Milk Panner
KalakandRasogullaGulabjamunPlain-curdLedikeniBalusahi
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Sudha today has an expected annual turnover of Rs. 300 crores.
ORGANISATION COMPFEDHead office Bihar State Cooperative Milk Products’
Federation Ltd. Dairy Development Complex,PO-B.V. College, PATNA – 8000014.BIHAR INDIA
Chairman ……………………
Managing Director …………………….
E-mail [email protected] ……………………..
3.2 About Sudha Patna Dairy.
Sudha Patna Dairy started its operation on 6th March 1991. It was established under the supervision of NDBD (National Dairy Development Board) Anand, Gujarat. The plant was built in Phulwarisharif with the latest machinery and equipment with a capacity of 60,000 Liters per day. The installation cost for the new plant was approx. Rs 3.27 cr.
Sudha Patna Dairy plants are ISO: 9001:2000 and HACCP: IS: 15000:1998 certified.
Below given is the Sales and Supply of milk of Sudha Patna Dairy.Year Milk Supply(In Lts.) Milk Sales(In Rs)85-86 2500 -89-90 11000 -97-98 14440 2.3499-00 23590 3.9501-02 30041 5.1802-03 33144 5.8803-04 36002 6.57
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04-05 35080 6.5705-06 44098 8.4806-07 65000 12.8307-08 62000 12.5808-09 73000 15.18
In the year 1985-86 milk supply of Sudha Patna Dairy was 2500 LPD and today it supply 73000-80000 LPD. From the last ten years Sudha Patna Dairy has a growth rate of about 21.5%.
3.3 Management Profile
Sudha Patna Dairy has trained & experienced manpower. Manpower strength at Patna Dairy is around 150. Brlow is the Management Structure of Sudha Patna Dairy.
Management of Sudha Patna Dairy-
Branch Manager : D.KSRIVASTAVAManager Marketing : MR. NIRANJAN KUMAROperation Manager : MR. MUNINDRA PRASAD Manager Quality : MR. SUSHIL KUMARM.D : MR.SUDHIR KUMAR SINGHStore & Procurement Department : MR. KISHOREA/C manager : MR. BHANU PRATAP
Chief Manager
Asst. Manager Processing Asst. Manager Mktg
A/C Incharge Engg. Incharge
Asst. Manager Procurement Asst. Manager Store / Vechile
Asst. Manager Quality Incharge Security
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These various departments and their incharge have staff, Technicians, officers, supervisors, workers and helpers to assist them and help in implementation of operations.
3.4 MISSION & OBJECTIVES.
It is a state level apex body of milk co-operative in which aims to provide remunerative, returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.
3.5 PRODUCTS PROFILE
Sudha Patna Dairy offers following products to the customers:
Sudha Milk Standard Milk 500/1000ml
Toned Milk 500/1000ml
Paneer 200gm/1kg
Peda 100/250g
Sudha Special 100g
Misti Dhahi 100g
Fitness curd 200/500g
Lassi 200ml
Gulab Jamun 1kg
Flavors Milk 200ml
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Flavor Butter 100g
Ghee 500ml
Ice cream Cup icecreamCone icecream
3.6 SUDHA QUALITY
“Sudha” milk and milk product has become a symbol of quality. As soon as date nine our of ten dairy plants are
ISO: 9001:2000 and HACCP : IS:15000:1998 certified. Sudha quality of milk is close to BIS standard.
(bureau of Indian Standard) Sudha has cost effective and eco- friendly processes and technology. It has greenery surroundings to work in with hygiene.
Sudha Healthy milk contains following constituent:
Healthee Milk Contains (gm)
Milk Fat 31
Protein 36
Lactose 48
Potassium 1600
20
Calcium 1350
Zinc 4.6
Iodine 17.5
Sodium 600
Phosphorus 1100
Vitamin-A 2701
Vitamin-B6 0.7
Vitamin-B12 7
3.7 SUDHA BRAND
It is the largest co- operative in eastern India.“Sudha” milk and milk product has become a symbol of quality. It is peoples & co- operative believe that milk is pure, hygienic and disease free and comes from Sudha Dairy.
It is the taste and choice of the city. Many Sudha products enjoy a 50 per cent market share. When it comes to milk then in pouch milk it has 90% of the market share.
According to our survey, it was found that in milk 95% of the customers believe that Sudha is a good brand is better than any other brand in Patna.
Sudha Milk is gearing up to start supplying milk and other dairy products to Delhi and Kolkata in an effort to expand its market outside Bihar and Jharkhand.
SWOT
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Analysis of Sudha Patna Dairy
Strengths:
Demand profile: Absolutely positive. Margins: Quite reasonable, even on packed liquid milk. Flexibility of product mix: Tremendous. With balancing equipment,
you can keep on adding to your product line. Availability of raw material: rich. Technical manpower: Professionally-trained, technical human
resource pool, built over last 30 years.
Weaknesses:
Lack of control over yield: Theoretically, there is little control over milk yield. However, increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices, coupled with higher income to rural milk producers should automatically lead to improvement in milk yields.
Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. But with the overall economic improvement in India, these problems would also get solved.
Problematic distribution: Yes, all is not well with distribution. But then if ice creams can be sold virtually at every nook and corner, why can’t we sell other dairy products too? Moreover, it is only a matter of time before we see the emergence of a cold chain linking the producer to the refrigerator at the consumer’s home!
Competition: With so many newcomers entering this industry, competition is becoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to carve out their niche.
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Opportunities:
"Failure is never final, and success never ending”. Dr Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure head-on, and now he clearly is an example of ‘never ending successes! If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped:
Value addition: There is a phenomenal scope for innovations in product development, packaging and presentation. Given below are potential areas of value addition:
o This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building.
o Addition of cultured products like yoghurt and cheese lend further strength - both in terms of utilization of resources and presence in the market place.
o A lateral view opens up opportunities in milk proteins through casein, caseinates and other dietary proteins, further opening up export opportunities.
o Yet another aspect can be the addition of infant foods, geriatric foods and nutritional.
Export potential: Efforts to use export potential are already on. Opportunities will increase tremendously for the export of agri-products in general and dairy products in particular.
Threats:
Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance.
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CHAPTER 4:
OBJECTIVE OF THE PROJECT WORK
4.1 Objective of the project
To study Marketing and Distribution Strategy.
To determine the Customer, Retailer & behavior about Sudha milk.
To determine the importance of various parameters before selling the Milk.
To determine the factors affecting of Sudha milk supply and distribution.
Analyzing the marketing strategy for increasing sale.
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To study the various channel of distribution.
CHAPTER 5:
RESEARCH DESIGN AND METHODOLOGY
MARKETING RESEARCH
Definition of marketing research is approved by the board of the American
Marketing Association (AMA) is:
“Marketing research is the functions which links the customer and public to
marketer through information used to identity and define marketing opportunities
and problems; generate define and evaluate, marketing actions, monitor
marketing performance, and improve understanding of Marketing as a process”.
Simply, marketing research is the systematic design, collection, analysis and
Reporting of the data findings relevant to a specific marketing situation facing the
company. Careful planning through all stages of the research is a necessity.
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Objectivity in research is all- important. The heart of the scientific method is the
objective gathering and analysis of the information.
The function of marketing research within a company is to provide the
Information and analytical inputs necessary for effective planning of future
marketing activity control of marketing operations in the present and evaluation of
marketing results.
A research may undertake any of three types of research investigations
depending upon the problem. These three types of research included.Basic
research, Applied research and designated fact gathering.
5.1 RESEARCH METHODOLOGY.
The success of the analysis mostly depends on the methodology on which it is
carried out. The appropriate methodology will improve the validity of the findings.
It is very important to have a suitable research methodology. For my
Management thesis entitled, Distribution and Marketing strategy for increasing sale.
In order to meet the objectives of the study the data was collected with the help of
primary and secondary sources of data collection. The size of the survey was from 550
respondents, all from different zones and different age groups.
PRIMARY DATA: - sources of primary data were customers, retailers & distributers. The data has been collected through survey and observation. The survery method was used because it is most useful method to know the abailability of the Sudha brand against the others. The customers were chosen randomly for this purpose. For this purpose of study under survey method the structural interviews were conducted with the help of questionnaires. The separate questionnaires were designed for retailers and customers for asking question in a proper sequence. A part from this keen observation also helped in generating needful information.
SECONDARY DATA: - the secondary data was collected from the interview/interaction with management, staffs, workers, internet & handbooks.
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Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. We can say that research methodology has many dimensions and research methods do constitute a part of the research methodology. The study of research methodology gives the students the necessary training in gathering materials and arranging them and trained in techniques for the collection of the data appropriate to particular problem in the use of statistics, questionnaires and in recordings evidence, sorting it out and interpreting.
RESEARCH APPROAC:- research techniques may be understood as all those methods that are used for conduction of research. Thus they refer to the methods, the research used in performing research operation. In other words all those methods that the researchers use during the course of studying the research problem are termed as research techniques. Like pie-chart, bar chart, line chart, doughnut, column interpretation, tables etc.
RESEARCH DESIGN:- the research design would facilitate the research to be as effectively as possible yielding maximum and relevant information. A suitable design is the one that minimizes and maximizes the reliability of the data collected and analyzed. Therefore patameters were designed to carry out the survey. Proper format was designed to carry the project work on track.
Research design
Research design is simply the framework or plan for a study, which is used as a guide in collecting and analyzing the data. It is the blue print that I followed in completing a study. As objective of the research is descriptive in form, the research design must be made accordingly;
Formulating objective of the study Designing the method of data collection Selecting the sample size Collection of data Analysis of data Conclusion and inferences Limitations Suggestions and recommendations.
27
DATA SOURCE
Data source
Primary Secondary Data Data
Data collected through questionnaire By different people in different areas ( Marketing manager)
Area of study different parts of Patna
KankarbaghMushallah purBoring roadPatna cityPhulwari sharifMahendru Patliputra colonyDoctors’ colonyRaja bajarKajipur
Samle unit Customers age group between 18 -60
Extent: Patna
Sampling Method convenience sampling was used,
based on the willingness and
availability of the
respondents.
Sampling Frame: No specific frame
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Sampling Technique: Non-Probability sampling technique is used and Convenience sampling.
Sample Size: 500 Respondents
Time Frame: 15th MAY to 31 JULY
DATA COLLECTION TOOLS
After introduction, questionnaire with formal list of arranged questions is used. Our data collection tool was close-ended questions prepared in structured format.
OBERVATION:- the respondents are observed by the research to collect data, study the market conditions, know customers, retailers & distributer’s feedback and suggestions. Also note the behavior or any changes within the system. The observations may be done by interaction recording use or in this method the researcher does not in any way interact with the respondents the researcher simply watches.
CHAPTER 6:
DATA COLLECTION & DATA ANALYSIS
6.1 Analysis of milk users or not users
OPTION RESPONDENTS
YES 350
NO 10
SOMETIMES 40
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INTERPRETATION- Out of 400 respondents 340 are regular milk users, 40 uses milk sometimes and 10 respondents are not milk user.
6.2 Analyzing the which milk customer prefer to buy.
Brand Sudha Raj Amrit Local
Customers 250 50 20 80
30
Interpretation- according to customers, sudha is the most preferred milk brand. Sudha is the first choice for of 250 out of 400 respondents. It means 62%of Patnities prefer Sudha milk. Sudha is followed by local milk vendors and it consist 20% market share. Rest 13% market share of raj and 5% of Amrit.
6.3 How much quantity of sudha milk customer purchase daily?
Milk 500 ml 1 ltr. 1.5 ltr. 2ltr. Or more
No. of customers
102 190 78 30
Interpretation- out of 400 respondents 47% customers purchase 1 ltr. Sudha milk daily, 25% customers purchase 500 ml, 20% customers purchase 1.5 ltr. And only 8% customer purchase 2 ltr. Or more sudha milk daily.
6.4 which size is more preferred
Quantity No. of customers
31
500 ml. 117
1 ltr. 283
Total 400
Interpretation- In the Patna city 66% customers prefer 1 ltr. Size and 34% prefer 500 ml size.
6.5 When customers prefer to purchase milk?
Time of purchase No. of customers
Morning 183
Evening 157
Both 60
Total 400
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Interpretation- 46% customers purchase milk in the morning time and 39%customers purchase milk in the evening time while 15% customers purchase milk at both time.
6.6 Which advertisement influences the most?
Medium of Advertisement No. of customer
T.v 30
Radio 70
Print 50
Hoarding(ooh) 80
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Interpretation- only 30% customer influenced by the radio advertisement, 35% customers attracted by ooh advertisement, 22% by print and 13% by tv advertisement.
6.7 Measuring the taste, price, quality, brand name, packaging, image, availability and advertisement.
Parameters v. imp Imp Normal Least imp
None Total
Taste 223 60 50 40 27 400
Price 60 80 185 45 30 400
Quality 278 70 40 7 5 400
Brand 45 80 95 135 45 400
Packaging 85 170 95 35 15 400
Image 45 65 90 175 25 400
Quantity 25 55 225 75 20 400
Availability 145 105 85 50 15 400
Advertisement
55 65 135 90 55 400
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Interpretation- From the above chart it is clear that taste, quality and availability is the very important factor while packaging and brand name & image also important and price and quantity having normal affect in purchase decision.
6.8 Analysis of loyality of customers towards sudha brand?
In case of absence of availability of sudha milk what customers do ?
Actions No. of resoponse
Postpone the purchase 85
Switch to other brand 70
Search on other shop 245
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Interpretation-61% customers search on other shop, 21% postpone the purchase and 18% will purchase other brand.
6.9 If new brand will come in market then will the customer shift to the new brand?
Behaviour No. of response
Not at all 200
May consider 85
No. shall not 55
Can’t say 60
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Interpretation- 50% customers say they will not shift at all, 21% may consider, !4% customer are not sure and 15% says cannot say.
6.10 Is sudha milk healthy?
No. of response
Yes 235
No 75
Some what 90
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Interpretation – 59% customer perceive that sudha milkis healthy.
6.11 Analyzing the taste of sudha milk
No. of response
Yes 245
No 75
Some what 80
Interpretation- 61% customers like the taste of sudha milk.
6.12 How the customers prefer to consume milk?
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Choice No. of response
Tea 115
Direct milk 195
Other 90
6.13 Is the price fair?
Choice No. of response
Yes 285
No 40
Some what 75
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Interpretation- 71% customers says the price of sudha milk is fair.
6.14 Analyzing the availability of shops.
Choice No. of response
Yes 115
No 235
Some what 50
40
Interpretation – 59% customers says that no. of shops are not sufficient and need to increase.
6.15 Analyzing the packaging of sudha milk.
Choice No. of response
Yes 235
No 55
Some what 110
Interpretation- 64% customers says that the packaging of sudha milk is easy to use.
6.16 Do you use other sudha products?
Choice No. of response
Yes 400
No 00
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Interpretation – all customer uses other sudha products.
6.17 Analyzing the awareness about new products.
Choice No. of response
Yes 235
No 165
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Interpretation – 58% people aware about the new sudha product.
6.18 Perception about the overall standard of sudha milk.
Satisfaction index No. of response
Satisfied 345
Not satisfied 55
Interpretation- 86% customer are overall satisfied with the standard of sudha milk.
6.19 Analyzing quantity purchased.
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Directions North South East West
Quantity(in Lts) 5366 2978 3135 4133
From the above analysis we can see: In North direction purchase quantity is more than South, East & West. In South direction purchase quantity is nearly half of North. In East direction also figures are not far behind North.
Therefore much focus is required to create demand & market in East & South direction. Because purchase quantity of Retailers is directly linked with sales. If purchase quantity of retailers is more than sales is more. If it decreases sales also decreases.
6.20 Relationship of retailers with sudha in terms of yerars.
Years 0-2 2-4 4-6 Above 6
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No. of retailers
0 5 25 70
The above analysis is done to know since how long are the retailers work with sudha.
From the above analysis it is good to see that out of 100 retailers 70 retailers are very old.
But in the last 2 yrs. No any new retailers are joined , which is not satisfactory.
6.21 Maximum sell is at which time?
Timing No.of response
Morning 85
Evening 15
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Interpretation – 85% retailers says that sell is maximum in morning time.
6.22 Which milk is more in demand?
Name No. of response
Sudha gold 25
Calci milk 5
Sudha shakti 55
Sudha healthy 15
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Interpretation – According to retailers sudha shakti is more in demand and it is followed by sudha gold.
6.23 Which size is more in demand?
Interpretation- 70% retailers says that mostly demanded size is 1 ltr. And 30% retailers says that 500 ml size is more in demand.6.24 Which freeze does retailer use,
Freeze Deep freeze General freeze
No. of response 100 00
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Interpretation- In the patna city all the retailers using deep freeze for preserve the milk.
6.25 Analyzing the retailer’s satisfaction in terms of margin and service.
Satisfaction No. of response
Yes 75
No 25
Interpretation- out of 100, 75 retailers are satisfied while 25 retailers need more margin and better service.
6.26 Why retailers choose sudha to sell?
Choice No. of response
Quality 15
Margin 15
Service 10
High demand 60
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Interpretation- most of the retailer choose that particular brand because the demand of the milk of this brand is high in the market.
6.27 Grading of the distribution system as per retailers.
Grade No. of response
Excellent 15
Good 60
Average 15
Poor 10
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Interpretation- As per retailers the current distribution is good but need some useful changing to make it best.
6.28 Retailers satisfaction for payment system.
Choice No. of response
Yes 80
No 20
50
Interpretation- 80% of retailers are satisfied while 20% wants there should be some credit facility.
6.29 Analyzing Milk Sales
Years Sales (in Lakhs) % Increase or Decrease
1999-00 3.95 68.39
2001-02 5.18 31.14
2002-03 5.88 13.42
2003-04 6.57 11.68
2004-05 6.57 .10
2005-06 8.48 29.05
2006-07 12.83 51.22
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2007-08 12.58 -1.95
2008-09 15.18 20.64
This analysis is done to know the milk sales of Sudha Patna Dairy of the past 10 years.
Given table and chart (Figure) shows the milk sales of Sudha Patna Dairy of the last 10 years.
In the year 97-98 milk sales was 2.34 Lakh, and in 08-09 sales figure reached 15.18 lakh.
From then till now avg. growth rate is about 255. In the year 1999-00 Sudha Patna had its best increase in sales. Year 06-07 also had very good sales. In the year 07-08 sales decrease by -1.95%. Latter in the year 08-09 sales improved and showed increase by 20%.
6.30 Analyzing Demand of milk.
On an average, the total milk requirement in the city is above 1.5lakh to 1.75lakh litres per day.At present, the city is falling short of 25,000 litres.Demand is from the number of Authorized Sudha Retailers which less in numbers as per demand to tap the demand Sudha need to increase supply & its retailers.
6.31 Analyzing Supply of milk.
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Year Quantity (in Lts) % Increase or decrease1997-98 14,440 -1999-00 23,590 63.362001-02 30,041 27.342002-03 33,144 10.322003-04 36,002 8.622004-05 35,080 -2.562005-06 44,098 25.72006-07 65,000 47.392007-08 62,000 -4.612008-09 73,000 17.74
This analysis is done to know the quantity of milk supply of Sudha Patna Dairy in the past 10 years.
Given table and chart shows the quantity of milk supply of Sudha Patna Dairy in the past 10 years.
In the year 97-98 milk supply was 14,440 Lts, and in 08-09 sales figure reached 73,000 Lts. From then till now avg. growth rate is about 21.5%. In the year 1999-00 Sudha Patna had its best growth rate ever in supply i.e.
63.36%. Year 06-07 also had very good supply growth.
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In the year 04-05 & 07-08 sales decreased by -2.56% & -4.61% respectively. Latter in the year 08-09 supply has improved with respect to last supply.
6.32 Analyzing the Marketing Strategy.
Marketing is a business term referring to the promotion of products, especially advertising and branding. The term development from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell ones products.
The American Marketing Association (AMA) states, “Marketing is an organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders.”
Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers’ future needs and wants, which are often discovered through market research.
Following are the Marketing Strategies of Sudha Patna Dairy to influence sales & customers:
1st. Increase production – Looking at the huge demand of milk in Patna city. Sudha Patna Dairy is working to increase its production capacity from 60,000Lts to 1 Lakh.
2nd. Advertisements –Category 1
Wall Painting. Booth Painting Shop Painting. Vehicle Painting
Category 2 Retail sign Boards. Banners. Pamplets. Handbills. Hoardings.
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Category 3
Pouch Advertisement.
3rd. Sponsoring Competition.4th. Participating in Trade Fair.5th. Timely Supply.6th. New Booth.7th. Incentives on Sales of Milk.8th. New Area Exploring.9th. Channel Partner Meeting.
Today Sudha Patna Dairy markets about 70,000 – 80,000Lts. of milk.
It is good to see that Sudha Patna Dairy has very good brand. People believe that sudha products are far better than its competitors.
Let’s see few of such result:
(a) Brand-wise Sudha Patna Dairy is very good.(b) In Advertisement, following is the result-
Customers Feedback
PARAMETERS Excellent Very Good
Good Fair Poor Total
ADVERTISEMENT 20 80 49 131 120 400
Retailers Feedback
Parameter Excellent Very Good
Good Fair Poor Total
Advertisement 0 8 20 10 62 100
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The above figure clearly say that Advertisement of Sudha is Poor. We already discussed that according to customers advertisement is an important part.
(c) One of the Sudha marketing Strategy is Hoarding. There are a number of Sudha retailers without any hoarding, banner or
sign board.
(d) Another way of Marketing is new area exploring for new Booths. There are a number of good and profitable locations where there is no
Sudha Patna Dairy Booth.
(e) Sudha Patna Dairy also has incentive to promote sales. Incentive is one of the best tools though which one can increase sales
and encourage the channel partners to do their best
But no incentive to promote was given.
CHAPTER 7:
FINDINGS
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7.1 Finding from the customers. Survey size of customers was 400. it includes feedback from all for directions North south east and west .we got lot of feedback which were common and Few also which had to be focused.
a) According to customers, Sudha is the most preferred milk brand. Sudha is the first choice of 325 out of 400 customers. It means 81% of Patna cities prefer Sudha milk brand.
b) Customer prefer or purchase mostly in morning. And evening purchase is nearly half of the evening purchase.
c) 62% of the customers purchase 1It pack vs. 38% of the customers purchase 500ml pack. Therefore the demand for 1It pack is more than 500ml in patna city.
d) According to this analysis hoardings influences the customers most while Purchasing.
e) From the analysis following was services of Sudha Patna Dairy as per customers.
Here none of the services was found Excellent. BRAND and IMAGE of Sudha is found Very Good. TASTE, QUALITY, PACKAGING,AVAILABILITY & OVERALL
SERVICES was given Good by the customers. PRICE of Sudha was given Fair. ADVERTISEMENT was given Poor by the customers.
f) In this analysis it is found that customers are loyal, but need to be cautious so that customers may not shift to other brand in future.
g) 59% customers said Sudha milk is good for health.
7.2 Finding from the Retailers.Survey size of the Retailers was 100. It includes feedback from all for directions north, south, east & west. We got lot of feedback which was common and few also which had to be focused.
1. In North direction purchase quantity is more than South, East & West.
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2. In South direction purchase quantity is low.3. According to retailers : Response on sales comparison with last year.
50% of the retailers said that sales increased. 24% of the retailers said sales decreased. 26% of the retailers said that their was no change.
4. In the last 2 years, there has been no new Sudha Patna Dairy retailers.5. Thedemand for 1Lts pack is more than 500ml in Patna city.6. Quantity of milk was found Excellent as per retailer’s feedback.7. ADVERTISEMENT is given poor by the Retailers.8. Out of 100 all retailers have deep freezer. 9. How much Sudha Retailer is satisfied.
80% of the Retailers are satisfied. 20% Retailers are not satisfied.
10. In addition we also found in survey. Full cream demand their. Supply should be on time. Price chart is not their with every retailers. Sometime old date milk is supplied. Retailers complains are not heard/ or action is not on time. Sometimes less milk is found in carets. Distributor services is not up to mark. Improve and increase advertisement. Some said Sudha Patna Dairy is working good. Price of milk should be round off. Lack of fast order services. Packing should be better to avoid leakage problem.
CHAPTER 8:
LIMITATION
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There is also some touch of approximation in its nature. Due to this some inherent limitations are characterized as:
There was time constraint since this survey has to be completed in a limited time period.
With large population covering Patna locality, the sample size is no so perfect to give an
accurate solution.
The survey was limited to big market only become shorter time period.
There is a chance of biasness in the figures and may be false information given by the
customers.
We have to rely on the information provided and its accuracy cannot be judged.
Some people hesitate to give answer.
CHAPTER 9:
SUGGESTIONS
9.1 Suggestion.
This section is one of the important area of this project. This is the resultant of the project as suggestions.
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Sudha need to maintain and protect its brand. From not only from competitor but
also from the poor performance of its other product i.e. Sudha paneer. Supply is not at all consistent. Management need to know and control whether
the supply is consistent or not. They need to know with evidence. Advertisement of Sudha is not at all satisfactory. 72% of the customers have said
that Sudha Patna Dairy Advertisement is not good. 75% of Patna citizens have said that Advertisement influence them to buy. Therefore Advertisement should be such that it could catch masses.
Sudha milk price should be consistent. And should increase with at acceptable rate. It should not increase by a large margin. In price fluctuation Sudha has been given poor by the customers and the retailers both.
Milk quality is not consistent. Sudha is a brand and people rely on it. Quality must be strictly measured and followed each and every day.
Packaging is not excellent, very good but average. If Sudha Patna Dairy is best in the market then packaging should also be best. It is one of the source of marketing also. If packaging is average then how will the customer take that pouch at home. And leakage pouch are not returned. Here, it will also be a headache for retailers.
Sometime their should be a training program or meet to train retailers, and distributors how they can carry out their work afficiently and earn more.
Lack of availability. It may be due to short supply or late supply. And it can be also when Sudha Retailers are at distant. It is important to scan the market and allot retailers. It will increase revenue and increase sales and satisfy customers.
There are a large no. of customers said that they may shift to new brand if other offer good quality. Therefore this should be taken care off.
A organization, or a company is known only by its quality of service and product. Therefore their should be no compromise with product standards and services. For better service Sudha patna Dairy can have its own toll-free number.
Sudha Dairy booths are now old designed very few of them are decorated in a new look and some of the booth are in very poor condition. Sudha Patna should modified all the booths asap.
9.2 Suggestion to Optimize Distribution System in Patna City.
Increasing number of vehicle: - Today demand of the milk increase in the market. No of customer and retailer are also increasing according to demand but capacity of vehicle are not. If the capacity increases vehicles should be taken care that 1 vehicle is not repeating the supply process again and again. Because one vehicle will distribute and the same will vehicle will repeat the distribution will take time.
Modernize vehicle: - Weather condition are bit balanced. And milk quality gets effected, sometimes customer and retailer complain for poor quality of milk.
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Therefore modernize the vehicle with latest technology and use latest fuel or model. As Advertisement says- “castrol CRB+gaddi me khun banker run karta hai yahi hai gaddi tez run karne ka raj”.
Awareness program between staff and distributor related with milk quality: - Some lack of awareness about milk quality such as how much temperature good for milk between the customer, staff and distributor. That’s reason milk quality and distribution system too much affected. So remove this problem sometimes organize the awareness program between the staff and distributor.
Delivery timing should be accurate and must be noted by the retailers: - For optimizing the distribution system the delivery timing of milk should be excellent, and timing for delivery of milk should be noted.
Take initiative action just like distributorship award and incentive time to time: - Zeal without action is the runway horse, this proverb proves zeal is important factor for development in any sector so takes initiative action for increasing zeal between the distributor and give incentive time to time for increasing enthusiasm between the distributors.
Proper dress up for distribution staffs: - Discipline express depth of the character, so dress code is important in organization for good image between the people and market so apply the dress code for distribution staff.
Commission should increase according to intervals and period: - Commission should be increase according to sales and demand of the milk increase. All member of the organization like a family so focus on each and every member of the organization.
9.3 Suggestion & The Marketing Strategy to Increase Sales from .
Before mentioning Strategies 2 Marketing Technique for long term as Suggestion:
Focus and make new customers. Start Opening new Sudha Patna Dairy Booth at every corners. It will prevent
the whole market from any new entrants. Plus booth retailers are forever with
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respect to private retailer. Plus there are several more benefits if such market is made.
a) Big & Large Hoarding on busy Streets: As citizens of Patna do not know about Sudha advertisements. And they had told that advertisement influence them to buy. Therefore instead of having number of banners and hoardings across the city, Initially Sudha Patna Dairy should have at least 4-5 big and large hoarding on busy street (Chowks).It will not only encourage increase sales, but also it will create new Sudha customers and also make Brand image among people.
b) Awareness Programs : Majority of Patna citizens who do not take pouch milk, belier that pouch milk are pure and good for health. Therefore it is only awareness program that can help people to increase knowledge about Sudha milk. It not will only help customers but will also help Sudha Patna Dairy to increase sales and make new customers. It is not important that it should be done on regular basis for better result otherwise not.
c) Exploring new locations for Sudha patna Dairy booth: Still there are good and profitable location where there is no Sudha Patna Dairy booth. To increase sales this area has to be taken care off. Otherwise those areas will give chance to other dairy to grow their business. This will not only increase Milk sales but also sales of other product.
d) Incentives: incentives for the Retailer & the Distributors to push up sales. Such schemes should be made under which they increase sales to get some benefits. It will not only increase will but also improve work quality. Here the aim of retailers & distributor will become “Increase the sales”. And finally it will add to Sudha Patna Dairy growth.
e) “C.C. Method” Care & Control method:Care your retailers & Customers & Distributor. For this:
Every moth executive with to know the real market conditions. It also show and make a feel the Sudha really cares them, it is a kind of concern to be made and collect information.
Tool-Free number can also help to care, run & get information and orders. And control over Marketing Executive, Retailers, Distributors, Customer, quality and even market.
For this, A surprise visit by a senior management every twice a month can
really make a difference. Marketing Executives and Toll-Free number can also be helpful in
controlling. Strict actions against any faulty and discipline can also help to
control. Any schemes/Strategy/Policy/Quality of delivered milk must be
measured from time to time. Control over this can save extra expenditure and strength the system.
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This way CC Method can help no only to increase sales but also improve & strength system and also make brand image.
f) Radio Advertisement: Today it is one of the best source of Advertisement to influence local people.
Having MOU with FM channels can help to reach and influence masses. Every week cinema context.
o 2 free cinema ticket every week.o Context should be regarding health care and relationship:
Answer 1simple question and to win free cinema tickets.o Health related questions for awareness & relationship questions
to make firm relationship with customers. This will add to popularity of sudha Patna Dairy everywhere. Help in building strong brand. And influence & attract new customers. And finally increase sales.
g) Target Marketing: Specially in Festivals Tap the market in Festivals To increase sales, advertise in advance through board or newspaper to
create more and more demand and dependability. Fulfill retailers demand during festivals.
This will increase sales, make good image and increase reliability of customers and retailers.
h) Cold Coffee: It is an excellent drink with normal cost and excellent returns. This drink has been tremendously successful in big and growing cities. This suggestion is to increase sales of Sudha Milk and increase sales and profit of the retailers. This suggestion is for Sudha Booth to have a mixer. And sell Cold Coffee.
Selling Price per glass of Cold Coffee can be Rs. 10-Rs.12. Cost price per glass is approx. Rs.7. This will give profit is daily sales of 30-50 glass. Then the profit is nearly
No. of glass Profit per glass Rs.s3 Rs.5
30 90 150 50 150 250
I.e. daily profit of Rs. 90- Rs. 150- Rs.250 I.e. even if we take Rs. 90 as daily profit then monthly it becomes Rs.
2700. Therefore minimum extra income of Rs.2700
This will increase income of Sudha booth; Make Retailers happy; And also increase Sudha Milk Sales. It is expected that from Cold Coffee business in
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Patna city. It can created demand of nearly 8000-Lts. a day in the coming months.
i) Sudha Boy & Sudha Girl Contest:It can be conducted in Patna city every year. Sudha can arrange quiz contest. And award children with certificates. And 2 best child with a gift or token of money.
Best thing is that Sudha Patna Dairy need not have to spend money for it instead gain confidence of people, youth, popularity in media.
Entry or Registration fee of Rs. 20And with the help of 10 sponsors (Sponsorship charge Rs. 500-Rs.100) Sudha Patna Dairy can arrange a minimum amount of Rs. 4600.
It will make brand even more stronger. It will increase faith in sudha Milk and other brands. Will attract new customers. And increase sales.
j) Monthly SchemeUnder Monthly Scheme
Sudha Patna Dairy can give 50 paisa discount on every 1lt of purchase. Scheme should be applicable on 1lt pouch only Advance payment should be their for this scheme. This advance payment
can help Sudha to expand its business. Even if the money is kept in bank for a month then it gives nearly 3.4 – 4 % interest.
But for this scheme distribution and supply should be excellent. This will increase sales. This will also capture the customers and prevent them from taking other
milk.k) Home Delivery
This another tool to not only increase sales but also to tap customers from going to any other brand. Even many customers have suggested for home delivery. But before giving this service it needs to be properly designed.
The above marketing Strategies are designed such that it will not only increase sales but also make Sudha Patna Brand Stronger.
CHAPTER 10:
APPENDICES, BIBLIOGRAPHY
QUESTIONNAIRE
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NAME:-CONTACT No.-ADDRESS:-
1) DO YOU TAKE MILK?a) YES b) NO
2)WHICH MILK DO YOU BUY?a) SUDHA b) RAJ c) AMRIT d) LOCAL
3) HOW MUCH MILK DO YOU PURCHASE DAILY? ………………………Ltr. 4) WHICH PACK DO YOU PURCHASE? a) 200 ml. b) 500 ml. c) 1 ltr. 5) WHEN DO YOU PURCHASE? a) MORNING b) EVENING c) BOTH 6) WHICH MEDIUM OF ADVERTISEMENT APPEALS YOU THE MOST? a) T.V b) RADIO c) PRINT d) HORDINGS 7) How much importance you give to the following factors when you purchase milk? Tick mark.
Very important
Important Normal Least important
None
Taste Price Quality Brand Packaging Image Quantity Availability Advertisement
8) WHEN SUDHA MILK IS NOT AVAILABLE THEN a) POSTPONE PURCHASE b) SWITCH TO OTHER BRAND c) SEARCH ON OTHER SHOP d) 9) IF NEW BRAND COMES THEN IN SUCH CASE WILL YOU SHIFT TO THE NEW BRAND? Pls TICK. a) NOT AT ALL b) MAY CONSIDER c) NO, SHALL NOT d) CAN’T SAY 10) IS SUDHA MILK GOOD FOR HEALTH? a) YES b) NO c) SOME WHAT 11) DO YOU LIKE THE TASTE OF SUDHA PRODUCTS? a) YES b) NO c) SOME WHAT 12) HOW DO YOU PREFER TO CONSUME MILK? a) IN TEA b) MILK C) OTHER 13) IS THE PRICE FAIR? a) YES b) NO c) SOME WHAT 14) NUMBER OF RETAIL SHOPS IS SUFFICIENT? a) YES b) NO c) SOME WHAT 15) ARE YOU SATISFIED WITH THE PACKAGING OF SUDHA (THEY ARE EASY TO USE)? a) YES b) NO c) SOME WHAT 16) WHICH OTHER SUDHA PRODUCTS DO YOU USE? Pls.TICK. a) PEDA b) LASSI c) PANEER d) ICE CREAM e) GHEE f) RASOGULLA g) KALAKAND h) CURD
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17) ARE YOU AWARE ABOUT THESE NEW PRODUCTS? a) GOLD ICECREAM b) MANGO LASSI c) CALCI MILK d) TAZA CURD 18) ARE YOU SATISFIED WITH THE STANDARD / QUALITY OF SUDHA PRODUCTS? a) YES b) NO c) SOME WHAT ANY SUGGESTION………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………
THANK YOU
Questionnaire of sudha Retailer
NAME:-LOCATION:-CODE No. –
1) PURCHASE QUANTITY ……………………………….Ltr.2) RELATION WITH SUDHA
a)0-2 Yrs> b)2-4 Yrs. C) 4-6Yrs. D) ABOVE 6 Yrs.
3) HOW MUCH DO YOU SELL DAILY ……………………Ltr. 4) WHICH SUDHA MILKMIS MORE IN DEMAND? a) GOLD b)CALCI MILK c) SHAKTI d) HEALTHY e) f) 5) WHICH SIZE IS MORE IN DEMAND? a) 200 ml. b) 500ml. c) 1 ltr. 6) WHICH FREEZE DO YOU USE AND ITS CAPACITY? a) DEEP FREEZER b) GENERAL FREEZER CAPACITY……………… 7) ARE YOU SATISFIED WITH THE CURRENT MARGIN AND SERRVICES ON THIS BRAND? a) YES b) NO 8) WHY DO YOU PREFER TO SELL THIS PARTICULAR BRAND? BECAUSE OF ITS
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a)QUALITY b)MARGIN c)SERVICE d) HIGH DEMAND 9) HOW WAS DISTRIBUTION a) EXCELLENT b) GOOD c) AVERAGE d) POOR 10) ARE YOU SATISFIED WITH THE PAYMENT SYSTEM? a)YES b) NO
10.3 BibliographyWe hereby and acknowledge the following sourcesFrom which material been drawn in preparing the project:-
www.compfed.com.in, www.dairy industry.co.in. etc.
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