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Summer Training Project Report on:A Brief study on sale volume &

market share of Sudha’s Flavoured Milk in Patna

Summer Training Report

Submitting in partial fulfilment of the requirement for the award of the degree of

Bachelor of Business Management

Submitted By

Ravindra kumarBBM 2nd year

Under Supervision of Mr. Vipin Kumar Mr. Rajeev Verma (M.D., COMFED) (Marketing Manager, COMFED)

& Mr. Prakash Kumar(Senior Marketing Supervisor, COMFED

Department of Business managementIndian Institute of Management and Information Technology, Patna

Affiliated to Magadh University, Bodh Gaya, Gaya

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2010-2011

Contents

1. Profile of the study

a. Declarationb. Executive Titlec. Acknowledgementd. Executive Summary

2. Preface3. Introduction4. Objective of the study

5. Scope of the study

6. Limitation of the study

7. Methodology

8. Abstract

9. An introduction to the problem

10. History of COMFED

a. Background

b. Area of operation

c. Physical performance

d. Marketing

e. Processing infrastructure

11. Real facts and previous year sales record

12. Graphical presentation

13. Curriculum activities by COMFED

14. Procurement

15. Customer’s questionnaire

16. Retailer’s questionnaire

17. Conclusion

18. Recommendations

19. Key Learning

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S l. N o . T o p ic P a g e N o .

20. Bibliography

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Declaration

I Ravindra Kumar a bona fide student of Indian Institute Of Management And

Information Technology (Patna) would like to declare that the project entitled

“A Brief study on sale volume & market share of Sudha’s Flavoured Milk in

Patna” is submitted by me as in partial fulfilment of 2nd year of Bachelor of

Business Management course and is my original work during the period of 16th

July 2011 to 30th August 2011.

Date:-RAVINDRA KUMAR

Place:- (Signature)

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Executive Title

Since this study is of short duration (one month) and I research deeply about the milk industry and its market, channel of distribution, customers and its strategies. Hence my project title is:-

“ A Brief study on sale volume & market share of Sudha’s Flavoured Milk in Patna .”

Objectives:-

To understand the Milk industry and its complete distribution chain.

Since the Milk industry is related to its heavy manufacturing plants and

lastly to retail shop that helps to understand the processes and Retail

Management.

Since it has more and less seasonal demand which could help us to

understand the average production and speed production of the

product.

To know about the production process of Milk Product.

To know about customer perception and market demand of Sweets.

To earn particle knowledge.

To understand how a project is prepare and how it helps a company in

his development.

This project also helps me in understanding the complete distribution

channel and benefits and problem of supplier and retailers.

In this project I also came to know about the operation management and minimum inventory policy of the company since the product offered perishable products.

The time management is very important in perishable product and I

learn a lot about that in this project.

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Acknowledgement

This project is a synergistic project of many minds which began in first week of

July 2011. This project is never completed without colossal support and great

encouragement provided by the members of COMFED, Patna, and the Director

DR. CHAKARADHAR SINHA of my college, which enhance my capabilities and

always encourage my efforts in this competitive market of Indian Business

World.

I am also indebted to the employees of “COMFED situated in Patna" for their

valuable support and help in making this project to a huge success and a

learning experience for me.

I would sincerely thanks to my teachers and staffs of COMFED for his support

and encouragement for providing me such a great support to work in this

project with (SUDHA).Along with this I would also like to express my gratitude

to each and every person involved directly or indirectly in this project and help

at any point of time to complete my valuable project.

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EXECUTIVE SUMMARY

The training at Patna Dairy Project, COMPFED helped me to gain the practical

experience and the study conducted by me centres around the importance and

position of different dairy industries.

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

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

source of income to rural and urban enterprises and productive individual sand

also a way for the farmers to make their living standard high. During my

summer training in Patna Dairy Project, COMPFED, the basic focus of my

training was on comparative analysis of pouched liquid milk of SUDHA. Under

this project I had to find out the different players carrying on business of liquid

milk in Patna and also their market share in the same region. After that we had

to make comparative analysis so that we can recommend suggestion to the

Patna Dairy Project, COMPFED to increase its share in the market in Patna. The

training was quite a comprehensive one in it self.

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PREFACE I feel my selves very grateful that we have got an opportunity to do the

summer training in SUDHA where the management and working culture are

quite excellent. It gives us immense pleasure to have successfully undergone

training in the FMCG sector, which is the up coming sector in the industry. This

training was quite a comprehensive one in itself, it helped us have the first

hand experience in: -

Identification

Data collection

Analysis

Recommendation/Suggestion

Identification-

It is the process of defining the marketing problem and marketing research problem.

Data collection and management-

It mainly involved maintaining a list of prospects with details and classifying on certain basis thus providing the required database.

Analysis-

It is the process of editing, tabulating, and interpreting the data so that recommendation for action can be effectively made.

Recommendation-

It is the last step which involves the feedback, and suggestion for the project.

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INTRODUCTION Milk is the nutrient-rich liquid secreted by the mammary glands of female

mammal’s .The female ability to produce milk is one of the defining

characteristics of mammals. It provides the primary source of nutrition for

newborns before they are able to digest other types of food. The early

lactation milk is known as colostrums, and carries the mother's antibodies to

the baby. It can reduce the risk of many diseases in the baby.

The Bihar State Co-operative Milk Producers’ Federation Ltd. (COMPFED) was

established in 1983 as the implementing agency of operational Flood

programme of dairy development on “Anand”pattern in Bihar.

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Objective of the Study

Objective of Internship Training:-

To know the organization structure of the company.

To know functions of various departments.

To understand the work culture.

To help student to develop necessary interpersonal and managerial

Skills.

To gain well rounded view of Management operations.

To gain first hand experience from industry.

To make assessment of the organization in the industry.

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Scope of the study

The scope is limited to the extent of the place, time, organization and their

information collected during the project. It is done as a part of academic study.

The scope o f the study limited to information supplied by the Department

Head and information collected by standing order and settlement copies of the

company. The information collected is limited to the academic knowledge

gained by the student during the study of the course.

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Limitation of the Study

The study is not proposed to be an expert study as it was done by a student for

the purpose of a partial fulfilment of the course in the in plant training, which

is an integral part, in completion and reward of BBA. The Study was conducted

in a short period of six weeks, and so the finding cannot be generalized for all

times. Some of the information's being confidential was not included in the

study. The scope of the study by and large is very vast. It is difficult to satisfy all

the areas; therefore an attempt is made to cover as much as possible.

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Methodology:

The data collected for this report is as follows:

Primary data

Secondary data

Primary data:

The primary data is collected through:

1. Personal observation.

2. Interview with:

•Consumers

•Marketing Department

•Account Department

•Procurement Department

Secondary data:

The secondary data has been collected with reference to various records of the

company, Such as:

1. Website: www.compfed.co.in

2. Files

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Abstract

Dairy industry is of crucial importance to India. The country is the world’s

largest milk producer, accounting for more than 13% of world’s total milk

production.

It is the world’s largest consumer of dairy product, consumer almost 100% of

its own production.

In the organised dairy industry, the cooperative milk producer have an 80%

market share. During the operation flood era (1971-1996), an integrated

cooperative dairy development programme on the proven Anand model was

implemented in three phases, the National Dairy Development board being the

implementing agency. The Dairy Board planned and spearheaded India’s dairy

programmes by placing dairy development in the hands of milk producers.

There are 15 state milk marketing federations, COMFED being one of them.

COMFED is a dairy cooperative in Bihar that has been primarily responsible,

through its innovative practices, for it to become the leading producer of milk

and milk products in Bihar, along with its presence in neighbouring States. The

distinctive features of this paradigm involve managing a large decentralized

network of supplier and producers, learn and efficient suppliers and producers,

simultaneous development of market and suppliers.

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An Introduction To The Problem Now a days most sensitive problem is better solution of problem in the world of marketing management consumer wants better solution of any problem. Benefits and satisfaction the consumer are getting from goods manufacturing to service generation since the concept of marketing management has changed and now it becomes as consumer oriented. The marketing managers are supposed to perform multidimensional responsibility. Must of the company tries to develop the technology to improve there products and services to satisfied the customer. To satisfy the consumer demand by supplying the right product to right place and on the right time.

By globalisation and information revaluation where free trade is imposed in all over the world. For any company to service in the market its distribution channel should be strong. If the distribution channel of any organization would be sound than only it can be complete with its competitors.

As for this particular organization is concern it produces milk and milk’s products which are so perishable in nature.

So much products requires minimum time reach in the hands of customers beginning from their manufacturing. So managing sound distribution network is always a crucial job of marketing manager of the concern organization. Because it is the time factor that counts the effectiveness of the manager. Overall distribution strategy involves two things:-

I . Decision regarding physical movement of goods. II . Decision regarding route of channel of distribution.

But before the decision regarding physical movement of goods it is necessary to decide the route through which the products will move. The longer the distribution channels the more time and money will be invested. So managing an appropriate sound distribution channel is always an important job of marketing manager. As a student of Business Management I have also tried to understand the mechanism of distribution channel of Patna Dairy. After getting an opportunity to apply my theoretical knowledge to the real situation in the Patna Dairy (a unit of Bihar State Milk Co-operative Federation Limited.

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HISTORY OF COMFED( Bihar State Milk Co-Operative Federation Ltd.)

1. Background

The Bihar State Co-operative Milk Producers’ Federation Ltd.(COMPFED) came into existence in 1983 as the implementing agency of Operation Flood (OF) programme of dairy development on Anand pattern in the State. All the operation or erstwhile Bihar State Dairy Cooperation were handed over to COMPFED.

2. Area of operation

There are six district level Milk Producers' Cooperative Unions affiliated to the Milk Federation. These milk unions are covering twenty-six districts and in addition five districts are being covered by the Federation.

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

i. Vaishal Patliputra Milk Union, Patna covering Patna, Vaishali,

Nalanda, Saran and Sheikhpura districts.

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

part of Patna Districts.

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

Sheohar, East Champaran, West Champran, Siwan and Gopalganj.

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

Madhubani districts.

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

districts.

vi. Bhagalpur Milk Union, Bhagulpur: Covering Bhagulpur , mungar,

Banka and Jamui Districts

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The Milk Federation has already taken up organisation of Dairy Co-operative Societies (DCS) in the districts of Gaya, Jehanabad, , arwal and nawada under magudh dairy project and .work has been initiated in Saharsa, Supaul and Madhepura districts. However, kosi dairy project will be covering Kishanjung, katihar, Purnia, and Araria districts also.

The districts of East and West Singhbhum, Ranchi, Bokaro, Dhanbad, Jamshedpur and other districts of Jharkhand is covered by the COMFED(dairies) directly also under the control of Milk Federation for the supply of milk and milk products to the urban consumers in these cities. Procurement of milk has been taken up in Ranchi districts only.

The Milk Federation has already taken up organization of Dairy Cooperative Societies (DCS) in the districts of Gaya, Jehanabad, Bhagalpurand GOI has approved a proposal for dairy development in Supaul, Madhepura and Saharsha districts.

The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad are being covered by the dairies directly under the control of Milk Federation for the supply of milk and milk products to the urban consumers in these cities. Procurement of milk has been taken up in Ranchi district only.

3. Physical Performance

Because of initial teething troubles and the set back caused by the natural vagaries, the progress was impeded. Regaining of confidence of the milk producers in the cooperative dairying system shattered due to poor management by erstwhile Bihar State Cooperation earlier was also of one of the major reasons for sluggish growth. Lack of functional infrastructure in the sphere of animal husbandry, especially in breed improvement, artificial insemination (AI) and animal health cover also contributed to the torpid progress.

Policy decisions taken six to seven years ago have changed the trend of growth in all quarter’s of cooperative dairying in Bihar. In the earlier years, the emphasis was on the horizontal of dairy cooperative network. Now the strengthening / consolidation of the dairy cooperatives is being done to make them viable and gradual expansion of area is also being done. Achievements under different activities are summarized in the following pages.

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The physical performance indicators are showing a steady growth. The policy decisions taken to make it a truly farmers organisation is shown the achievements listed below.

DCS Organisation and Membership

“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.

4. Marketing

A. Liquid Milk Marketing In the initial years, the emphasis of COMFED was on organising DCS and educating farmers. In the initial years the milk sale moved at snail's speed from Later, marketing was given a boost by considering it a thrust area. About five to 100.55 thousand litres per day in 1987 to 106.54 thousand litres per day (TLPD) in 1992-93. However, strategies adopted in 1993-94, changed the trend completely. Year 2003 was declared as "Market Development Year". The daily average milk marketing has now reached a level of about 531 TLPD showing a continued increase which is depicted below:

Marketing of milk and milk products is being in about 80 to 85towns / cities through 7839 (407) outlets in Bihar and Jharkhand. 7 lakhs 81 thousand litre per day sale in Bihar and Jharkhand covered by COMFED. It is being marketed in areas as far as Guwahati and Calcutta besides in cities like Varanasi and Siliguri.

In order to boost the sale of liquid milk, the dairies adopted the following strategies:-

i. Continual improvement in the quality of milk. It was achieved as a result of taking up taking up Dairy Plant Management (DPM) and Quality Assurance Programme(QAP) by all the dairies with technical and financial assistance from NDDB / Compfed. Nine out of ten

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dairies of Compfed, namely, Patna, Muzffarpur, Ranchi, Bakaro, Gaya, Bhagalpur, Jamshedpur, Barauni and Samastipur dairy have already been accredited with ISO : 9001:2000 and HACCP :ISO and HACCP certification.

Bihar is one of the few States in the country which has been permitted by the National Dairy Development Board to use the “Mnemonic” symbol on the confirming the quality standards fixed by NDDB.

ii. Reaching close to the consumers by expanding the retail network and establishing new whole day milk booths. Strengthening of door-delivery system.

iii. Strengthening of marketing teams by inducting professionals and better supervision.

iv. Service to retailers and reddressal of consumer complaints. v. Liberalising the terms for appointment of retailer’s viz. reduction in

the security deposits, facility for cash collection, increased commission, etc.

vi. Creating consumer awareness and education.

B. Milk Products Marketing

With a view to improve the financial viability of dairies, broaden the product mix to serve a larger section of the population and improve the disposal of milk procured by the DCS, the dairies have resorted to the production of long shelf –life, value added and fresh milk products(indigenous milk based products / sweets). The product mix comprises of Ghee, Table Butter, Ice Cream, Dahi (Mishti and Plain), Lassi (in sachetsand Tetra Bricks), Flavoured Milk, Peda, Kalakand, Gulabjamun, Rasogulla, Paneer (vacuum-packed), Milk Cake and Khoa. Besides these products, surplus milk is conserved in the form of white butter, skim milk powder (SMP) and whole milk powder (WMP), which are mainly consumed by own dairies. Dairies are in the process of mechanising the production processes for having better hygiene, improved sheltie life and commercial production. All the products are sold under ‘SUDHA’ brand name.

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AI's Performed

Adequate arrangements have been made to expand the coverage of dairy co-operative societies under this program. For AI training, training facilities available at Compfed hqr are being utilised and some persons are provided training at ERDTC, Siliguri, a NDDB managed training centre. Around 80% of the total functional DCS are covered under this program.

A nimal Health Program

Main activities under animal health (AH) program include prophylactic vaccination, deworming, mastitis control program, organisation of veterinary/infertility camps and treatment of veterinary first ais cases. Resume of different components of AH program is as follows.

Prophylactic Vaccination

Around 2665 Veterinary First Aid (VFA) centres have been established which do the vaccinations. Prophylactic inoculations are mainly done against Foot & Mouth Disease (FMD), Haemorrhage Septicemia (HS), Black Quarter (BQ) and Theileriosis diseases. During 2001-02, after initial trial, mass vaccination with Trio-o-vac (combined FMD, HS and BQ vaccine) on the lines of Pulse Polio vaccinations in children was taken up. During 2009-10 about 16.35 lakh vaccinations have been done.

Mastitis Control Program

This program has been taken up with the technical assistance from NDDB. Under this program, screening of milch animals is done using "Mastect". The doubtful or sub-clinical cases are given treatment. Awareness amongst the milk producers is created for disinfecting the udders and teats after milking with a view to check the infection of animals. Milk unions provide necessary disinfectant and teat cups to the milk producers on cost basis.

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Deworming

Worm infestation in the milch animals affects the productivity adversely. Hence, for improving the productivity and health of animals, deworming with broad-spectrum anthelmintics is arranged regularly by the milk unions.

Veterinary Camps

The milk unions organise veterinary camps where the milk producers bring their animals for treatment.

Feed and Fodder

Since, seventy five to eighty percent of the cost of milk production depends on the feeding of milch animals, this is very important affecting the economy of dairying activity. Both green fodder and balanced cattlefeed are required to be fed in appropriate quantities for optimising the output i.e. the production and also to maintain the health of the animal. The farmers in select dairy co-operative societies are being provided training through a computerised nutrition balancing system with the help of National Dairy Development Board.

Adult Cattlefeed (ACF) and Bypass Protein Feed (BPF) is manufactured by our cattlefeed plants (CFP) located at Patna, Ranchi and Muzaffarpur. The total installed capacity of these plants is 260 Metric Tonnes Per Day (MTD) The cattlefeed produced by these plants is supplied on cost basis to the farmers. Besides manufacturing BPF and ACF, CFP Ranchi also manufactures other livestock feeds to meet the requirement of Govt. farms in Bihar and Jharkhand. During 2009-10, the sale of cattlefeed to DCS was 57.55 thousand MTs.

Green fodder is equally important in animal nutrition. Besides providing important nutrients, it helps in reducing the intake of balanced cattlefeed and in turn the cost of prodction. After prolonged extension work and persuation, the farmers have started not only the cultivation of different fodders in their fields but have started the production of fodder seeds.

Another important scheme under fodder development has been the treatment of straw with urea, which not only increases the palatibility of dry fodder but increases its nutritional value also. Feeding of urea treated straw helps in

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reducing the cost of production of milk. Farmers have now taken it up on regular basis and during 2009-10 about 11613 MTs of straw has been treated.

Training / Manpower Development

Capacity building / skill upgradation has been given maximum emphasis in implenting the dairy development program. This has been achieved through regular training of milk producers, management committee members (MCM) of DCS, staff of DCS / milk unions of Compfed. Training of milk producers, DCS staff and MCM has been mainly arranged at the Compfed training centre at Patna. Training programs organised at Compfed's training centre include programs of Society Operation for Secretaries, Orientation of MCM, AI & VFA training, Dairy Animal Management, Legal Literacy & Women Empowerment. Refreser courses and tailor made programs as per need of milk unions is also organised.

Name of the Program Total trained WomenSecretaries 3194 422MCM 25297 5473DAM 3249 636Al 746 81Other 3548 2762Total 36034 2762

Clean Milk Production

Besides creating awareness amongst the milk producers about importance of clean milk production (CMP) program, efforts are made to install bulk coolers and link the DCS covered under CMP with these bulk coolers. Other actions taken include - Preponing arrival time of milk vehicles at chilling centres / dairy docks, use of Stainless Steel milk cans, sanitization of milk cans, vigerous testing of adulterants etc.

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Plant

Name of the Plant Capacity(TLPD) ManagementPatna 150.0 VPMUBarauni 200.0 BMUMuzaffearpur 150.0 TMUSamastipur 200.0 MMUArrah 100.0 SMUJamshedpur 100.0 COMFEDRanchi 100.0 COMFEDBokaro 100.0 COMFEDBhagalpur 25.0 COMFEDGaya 35.0 COMFEDPurnia 10.0 BMUKaimur 10.0 SMUGopalganj 10.0 TMUTotal 1190.0

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Procurement

The milk procurement due to sustained effort is showing growth year after year. The daily average milk procurement during 2009-10 averaged 738.77 thousand Kgs per day (TKPD). The peak procurement crossed 11 Lakh kgs.

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

i. Attractive procurement priceii. Induction of crossbreed cows in the DCS iii. Regular supervision

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Organisational Structure of COMFED, Patna

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Chairman

M.D.

G.M.

Manager(Marketing)

Dy. ManagerMarketing

Assistance Marketing

Officer

Manager(Procurement)

Manager(Accounts)

Dy. Manager(Accounts)

A. O.

A. A. O

Manager(Personal)

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Chief Manager(Procurement)

Gr. Leader all Different Campus

Route Supervisor

In-ChargeManager(Marketing)

Asst. Manager

Technical Officer(Product)

Marketing(Supervisor)

Marketing(Assistant)

Delegation of Authority

Board of Directors (Chairman)

Managing Director

Manager

Deputy Manager

Assistant Manager

Technical Officer

Junior Engineer

Supervisor

Assistant

Worker

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Extra Curriculum activities performed by COMFED

COMFED (Sudha) performs many extra activities relating to their products which can help the organisation in his sale growth and advertisement also.

Sudha’s “Dahi Khao” contest is one of the examples of that thing.

Figure showing

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Real facts,

Previous year sales

record

and

presentations.

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Flavoured Milk

My project is titled “A Brief study on sale volume & market share of Sudha’s

Flavoured Milk in Patna ” which is totally concern with the Sudha’s product of

flavoured, before discussing all the points related to this. I just described some

details about COMFED and Sudha. In few next page History of COMFED is

described and after that the exact sale figure of flavoured milk and graphical

presentation is shown.

Flavoured milk is introduced in market as substitute of Sudha Lassi, it has few

reason that few customers don’t like the Dahi from which Lassi is made. These

two product is came under the category of ready made drink which can be

used any where like in home, during travel, in cinemas hall and many other

places.

When flavoured milk was introduced, it is really new product for consumers.

But when the customer tried it they really liked it. This is because of its taste,

price and not to say for Sudha quality. Its starting sale in 2006-2007 is of 72125

bottles of 200ml which earns Rs. 624782.85 for COMFED.

From the sale figure above described, it can be said that it is a success product

of Sudha. After 2007 there is rapid increase in the sale of flavoured which is

show in my project by the help of graphs.

During my six weeks training, I gone through deeply study. I know my project is

of short time which effect my project standard but I really used these six weeks

as Sudha’s information week.

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Item wise sale summary to distributors during 2010-2011

Product Unit Qty. Amt (Rs.) VAT Total (Rs)

Peda 100g Kg 108433.00 17218636.22 - 17218639.22

Peda 250gm Kg 180314.00 26907209.04 - 26907203.04

Paneer (V-Pack) 200g

Kg 412486.00 53649576.90 6706202.45 60355779.35

Paneer (V-Pack) 100g

Kg 14298.00 2040844.91 255107.06 2295951.97

Paneer (V-Pack) 500g

Kg 70367.00 9023689.28 1127961.19 10151650.44

Plain Dahi 500g (Pouch)

Kg 6207.50 224918.45 - 224918.45

Misti dahi 100g Kg 221745.60 13662095.48 - 13662095.48

Plain Dahi 200g Kg 178804.80 10103238.46 - 10103238.46

Plain Dahi 500g Kg - - - -Plain Dahi 5kg Kg 49760.00 1897910.25 - 1897910.25

Plain Dahi 18kg Kg 93672.00 3470728.68 - 3470782.68

Ghee (Pouch) 200ml

Lt 16795.00 3787325.90 151492.69 3938818.59

Ghee (Pouch) 500ml

Lt 295144.50 63801974.31 2552078.95 66354053.26

Ghee (jar) 500ml Lt 5457.00 1214395.62 48575.82 1262971.44

Ghee (jar) 1000ml

Lt 6446.00 1387224.28 55489.17 1442713.45

Ghee 15 kg (TIN) Kg 1005.00 222909.00 8916.36 231825.36

Table butter 100g

Kg 21525.50 3873251.53 484159.88 4357411.41

Table butter 500g

Kg 639.00 109567.42 13695.96 123265.39

Lassi (pouch) 200ml

Lt 753432.80 26468967.60 - 26468967.60

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Mattha 200 ml Lt 21988.40 571478.00 - 571478.00

Milk cake 100g Kg 1696.00 263179.62 - 263179.62

Milk cake 250 g Kg 2638.00 392.663.32 - 392.663.32

Kalakand 100g Kg 6304.00 1001734.84 - 1001734.84

Kalakand 250 g Kg 7122.00 1061792.72 - 1061792.72

Khoa Mithai 250 m

Kg - - -- -

Khoa 500g Kg 24189.00 3499842.12 - 6423212.80

Rasgulla 100g Kg 53854.70 6894648.16 - 6259766.04

Gulabjamun

250 gm

Kg 48849.50 6423212.80 - 51461.31

Gulabjamun

500 gm

Kg 62304.00 6259766.04 - 6259766.04

Gulabjamun

1 kg

Kg 293.00 51461.31 - 51461.31

Gulabjamun

5 kg

Kg 1815.00 173612.50 - 173612.50

Gulabjamun

10 kg

Kg 33820.00 3195104.80 - 3195104.80

Gulabjamun

1 kg Tin

Kg 11432.00 1150509.36 - 1150509.36

Balusahi

1 kg

Kg 201631.60 3220039.41 - 3220039.41

Balusahi

250 gm

Kg 48849.50 6514166.54 - 6514166.54

Gulabjamun

250 gm

Kg 63243.50 7671488.14 - 7671488.14

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Gulabjamun

500 gm

Kg - - - -

Gulabjamun

1 kg

Kg 1730.00 189257.30 - 189257.30

Gulabjamun

5 kg

Kg 25140.00 2575401.50 - 2575401.50

Gulabjamun

10 kg

Kg 20988.00 2189761.16 - 2189761.16

Gulabjamun

1 kg Tin

Kg 6519.00 674041.73 - 674041.73

Balusahi

1 kg (TIN)

Kg 690.00 91770.00 - 91770.00

Balusahi

250 gm

Kg 62304.00 6259766.04 - 6259766.04

Plain Dahi 400g Kg 124145.20 6452650.68 - 6452650.68

Flavo (Coffee) 200ml

Lt - - - -

Flavoured Milk 200ml

Lt 76517.00 3904524.29 488065.53 4392589.82

Mango lassi 200ml

Lt 214182.20 9604947.25 - 9604947.25

Mango dahi 100g

Kg 855.60 80368.20 - 80368.20

Ramdana 100g Kg - - - -

Total Sale 3489143.90 324888116.78

11891745.03 336779861.81

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Product group wise summary of sale to distributor during 2010-2011

Product Unit Qty Amt (Rs) VAT Total (RS)

Peda Kg 288747.00 44125845.26 - 44125845.26

Honey Kg - - - -

Paneer Kg 497151.00 64714111.03 80892703.67 72803381.76

Dahi Kg 675220.70 35891964.20 - 35891964.20

Ghee Lt 324847.50 70413829.11 2816552.99 73230382.10

Table Butter Kg 22164.50 3982820.95 497855.84 4480676.79

Lassi Lt 967615.00 36073914.85 - 36073914.85

Mattha Lt 21988.40 571478.00 - 571478.00

Milk cake Kg 4331.00 660839.94 - 660839.94

Ramdana Kg - - - -

Kalakand Kg 13426.00 2063527.56 - 2063527.56

Khoa Kg 24189.00 3499842.12 - 3499842.12

Khoa Mithai 250g Kg 293.00 51471.31 - 51471.31

Rasgulla Kg 221709.70 24096853.66 - 24096853.66

Gulab Jamun Kg 181582.60 22360114.05 - 22360114.05

Surbhi Kg 161718.50 11646340.12 11646340.12

Flavoure milk Kg 76517.010 9304524.26 488065.53 4392589.82

Sweet gift pack Kg 434.00 64828.54 - 64828.54

Balushai Kg 7209.00 765811.73 - 765811.73

Total 3489143.90 32488116.7

8

11891745.03 336779861.8

0

Total Sale Figure of Flavoured Milk

36

Name of

Financial Year

Quantity (Litre) Total Amount

2006-2007 14425.00 624782.85

2007-2008 38123.00 1651202.44

2008-2009 47232.00 2179785.76

2009-2010 74251.20 2981057.39

2010-2011 76517.00 4392589.82

NOTE: 1 Litre is equal to 5 bottles of 200ml.

2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

624782.85

1651202.44

2179785.76

2981057.39

4392589.82

Total Sale Figure of Flavoured MilkTotal Amount

37

No. Of Bottles Sold During Five Years

2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

72125 190615 236160 371255 382585

* Bottles showing the growth year by year in sale

38

Total Sale Figure of Flavoured Milk

Name of

Financial Year

No. Of Bottles Sold Total Amount

2006-2007 72125 624782.85

2007-2008 190615 1651202.44

2008-2009 236160 2179785.76

2009-2010 371255 2981057.39

2010-2011 382585 4392589.82

2006-2007 2007-

2008 2008-2009 2009-

2010 2010-2011

0500000

10000001500000200000025000003000000350000040000004500000

624782.85

1651202.442179785.76

2981057.39

4392589.82

Chart Title

Total Sale Amount

39

Graph Showing year wise net sale, growth and total sale of

flavoured milk

2006-2007 2007-2008 2008-2009 2009-2010 2010-20110

50000

100000

150000

200000

250000

300000

350000

400000

450000

72125 72125

190615

236160

371255

72125

190615

236160

371255382585

118490

45545

135095

11330

Previous Year Sale Growth in Respect of Previous YearTotal Sale amount

40

2006-2007 2007-2008 2008-2009 2009-2010 2010-20110

118490

45545

135095

11330

Graph Showing year wise growth of flavoured milk

Growth Column1 Column2

41

42

After considering the taken survey from customer of flavoured milk, few point come out which is shown below by the help of pie diagrams:

1. This pie diagram shows that how many percentage of customer use

Sudha’s flavored milk, how many percentage of customer use Amul’s

flavored milk and how many percentage of customer use Sudha’s and

Amul’s boths flavored milk.

48%

36%

8%

8%

Customer's ChoiceSudha Amul Raj Other

43

2. This pie diagram shows that from Sudha’s flavored milk how many customers are satisfied and how many customers are unsatisfied on the

basis of price, availability and quality.

75%

25%

Customer satisfactionSatisfied Unsatisfied

44

Which media makes you aware about SUDHA

Newspaper Television Hordings0

10

20

30

40

50

60

70

80

Column2

This shows the major source of awareness about Sudha brand among consumer is

hoarding and newspapers, whereas nearly all of the respondents have not seen

Sudha advertisement on television. Therefore Sudha should concentrate more

toward this aspect.

Form where the customers purchase Sudha flavoured milk-

Retailer Sudha Parlor Home Delivary0

10

20

30

40

50

60

70

No. of respondent

This shows that people buy Sudha flavoured milk from retailer. A significant group

of consumers buys from Sudha parlour. So sudha should considered opening

more of sudha parlours. People do not consider buying direct much attractive.

45

Are Sudha flavoured milk always available when demanded by you-

YesNo

In most of the cases, Sudha flavoured milk were not available when they were

demandedby the respondent. This may prove bad for Sudha in the long run, so it

shold give gue consideration to it.

Does packaging of flavoured milk affect your purchase decision-

YesNo

Consumer find packaging of product appealing and it affect their purchase decision.

Sudha should packaging of its product more attractive with constant innovation.

46

47

Conclusion

This project has helped me to understand about Sudha and its customers, its product especially about flavoured milk which is my project topic, its strategy adopted for distribution, their position in market and also customer’s perception. Sudha has good brand image in the mind of the customer as well as retailers but due to lack of supply of flavoured milk, the retailer and customer are switching to other brands.

During my project I come to know whole thing about flavoured milk. Its distribution process, supply chain, its demand etc. COMFED has a good sale force, good business strategy and quality standard.

But on the other hand it has also some weaknesses. It has week supply chain regarding flavoured milk. Few customers don’t like its price. High price of sudha’s flavoured milk directly related to its bottle. Bottle is of glass and it is based on use and through. If we think about its substitute then I think price should decrease to some extent.

Sudha’s flavored milk is top in the list among different brands.Most of the customer prefers Sudha’s flavored milk.Share of Sudha flavored milk is increasing very gradually and it is good

sing for the Sudha Company.Customers are not properly aware of the promotional activity regarding

flavored milk.Most consumers prefer Sudha flavored milk because of its quality and

brand name.In case of availability, it has not adequate supply in market. In many

areas of Patna it has no supply.In term of price, the customers have mixed views about that.

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Findings:-

Sudha’s flavored milk is neither very old nor very new product. So the few customers have less knowledge about it.

Sudha’s flavored milk is sold through its milk booth and from some retailers.

Patna is flourishing city, it is developing day by day from opening of malls in the city. But we have the supply of flavored milk is only one or two malls. I strongly suggest to supply it is all the malls and also in cinema halls and theater for increasing sale.

Most of the respondent said that quality of Sudha product is the thing that they choose it.

The respondent were using more of Sudha flavored milk when compares to the other brand.

On question it was found that retailer were not happy with margin and availability.

Retailer were selling different brand because from it, they were able to increases their profit.

Measurable amount of retailer were not happy by the flavored milk.

Few retailer were familiar with sale promotion activities undertaken by Sudha and few not.

Some questions were asked with view to convert retailers into distributions, but due to above described problem they denied that.

Few retailers and customer could not give their proper response due to lack of time.

49

Don't forget retailers and vendors- If the company will provide some gifts to retailers and vendors then the retailers will keep more of their stock and the mason will do buzz marketing for the company.

Conduct seminar and workshops- Lately Patna Branch has not been conducting any seminars and workshops whereas some of the other competitors regularly do. This will help Patna Branch to understand the retailers need and customer's problem and also create a good image in front of the retailers and by doing so they did well while handling the customers.

Frequent visit by the sales personnel- If the frequency of the visit by the marketing officer at the retailers counter & to the distribute is adequate than the company's relationship building activity will be strengthen which will facilitate the sale potential.

Adequate advertisement & publicity The Company has to do a lot in respect to the advertisement & media selection. For generating more sales it has to select the strong and visual channels. Since the people are becoming more health conscious so there most be some advertisement showing these stuffs.

Incentive schemes- Incentive schemes have to be lucrative which binds the retailers with the brand. He must feel motivated to sell more and get the proper benefit from it. Since there are many retailers whose main income is from SUDHA outlets so special emphasis are given to them.

Take care of your assets and remove the liabilities- COMFED must take care of it's assets like goodwill and brand image and remove the liabilities like weak supply chain, low advertising etc.

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RECOMMENDATIONS:

Availability of the products must be improved- Since there are about 14 products sold under the umbrella of SUDHA brand. The product assortments arc very large but the availability is very less for several products. Even holding booths don't have all products in their shelf. So make sure that all products must be available at least in the holding booths.

Take care of the Distributor supply strategy- since many retailers have problems with the distributors and they face a lot of discrimination from the distributor view. So if possible take the distribution in own hand fulfill the demand of the retailers and customers. Since retailers are got the chance to interact directly with the customers. So make the retailers happy so that they make the customers happy.

51

My project is for short duration but during this period of time I learn a lot from tile market and the Company.

Know about the SUDHA’s products and its working style. Knowledge about the product differentiation in this highly competitive

market. Practical knowledge about making the marketing strategies and

analyzing the pros and cons of the strategies and using to redefine it in recommending again practically.

Knowledge about competition in the soft drink market. Proper interaction with the clients as professional is also a great

learning. Knowledge about complete distribution channel. Knowledge about selling tile brand and brand awareness. I enhanced by listing ability as sometimes when you talk to respondents

retailers they start ranting about few points on and on so in that case you need to be calm and have a good listening ability like a good marketer.

Work process inside the office and in manufacturing plant.

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Key Learning

Website of Sudha Dairy (www.compfed.co.in)

Report of Health an Nutrition Department by Government of India

Annual report of COMPFED

Marketing Management Book:- By R. L. Varshney

COMPFED Booklet

Journal of COMPFED

53