Summer Internship Project on Haldiram's milk (Nagpur)

A PROJECT REPORT

ON

A STUDY OF RETAIL NETWORK SURVEY OF HALDIRAM’S MILK IN

WESTERN REGION OF NAGPUR CITY

SUBMITTED TO

MAEER’s MIT SCHOOL OF BUSINESS

BY

TARANG AGARWAL

321430

32nd BATCH

IN PARTIAL FULFILLMENT OF

POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)

MARKETING

2014-2016

MAEER’s MIT SCHOOL OF BUSINESS

PUNE

Table of

C O N T E N T S

Chapter

No.

Title Page No.

Declaration from student

Certificate from Company/Organization

Certificate from

Company/Organisation

Iv

Certificate from Guide v

Acknowledgement vi

List of Tables vii

List of Graphs viii

List of Charts ix

List if Abbreviations, if any x

Executive Summary xi

I Introduction Approx No. of Pages. 5 - 10

1.1 Company profile

1.2 Objectives of the study

1.3 Limitations of Study

II Research Methodology Approx No. of Pages. 07-10

2.1 Primary data - if applicable

2.2 Secondary data – if applicable

2.3 Sample design – if applicable

2.4 Population – if applicable

2.5 Sample size – if applicable

2.6 Sampling method – if applicable

2.7 Method of data collection - if

applicable

2.8 Instrument for data collection - if

applicable

III Theoretical Background – as

applicable to the Project.

Approx No. of Pages. 10-15

3.1 Data- analysis techniques

i

Certificate from Company/Organization

Certificate from Guide

Company/Organisation

ii

Certificate from Guide

iii

Acknowledgement

iv

List of Tables

List of Charts

v

Executive Summary

vii

I Introduction

Company profile

1.1 Company Profile

1

1.2 Objectives of the study

7

1.3 Limitations of Study

8

II Research Methodology

2.1 Primary data

9

2.2 Secondary data 10

2.3 Research design 10

2.4 Sample Design 11

2.5 Population 11

2.6 Sample size 11

2.7 Sampling method 12

2.8 Method of data collection 12

2.9 Instrument for data collection 13

III Theoretical Background

14

IV Data Processing and Analysis

21

V Management Lessons

49

VI Findings

55

VII Recommendations

58

VIII Conclusions

61

Bibliography

Appendices / Annexure

DECLARATION

I, TARANG AGARWAL hereby declare that this project report is the record of authentic

work carried out by me during the period from 1st April 2015 to 1st June 2015 and has not

been submitted to any other University or Institute for the award of any degree / diploma

etc.

SIGNATURE

TARANG AGARWAL

DATE –

CERTIFICATE FROM THE COMPANY

CERTIFICATE FROM THE COLLEGE

ACKNOWLEDGEMENT

The work in this project has inspired me, which was challenging but with due respect I

have sincerely completed my project with a wonderful experience of knowledge.

I would to like to thank HALDIRAM FOODS INTERNATIONAL PRIVATE

LIMITED for giving me such opportunity to participate as an intern in their company &

teaching me skill for dealing problems, retailers, market & all necessary details for my

future.

I would to like to thank MR. ASHISH ADAPWAR, HALDIRAM’S for guiding me on

each & every step of my program & making me confident to complete my task. He has

supported me with his guidance, insights, encouragement & with many fruitful decisions

on my project. The kindness showed by him is very appreciable.

My sincere thanks are also due to the DIRECTOR PROF (GP.CPT) D.P. APTE and to

the ASSOCIATE DIRECTOR PROF. DR. AMIT SINHA. I would also like to thank

PROF. DR. N.J. CHAVAN, my external guide of MITSOB who supported me all time &

gave me the best guidance to solve any difficulty which I was having in my project.

This acknowledgement would be incomplete without thanking the company’s marketing

team who help me to learn more & encourage me for my work.

Lastly thanking the responders who gave me their precious time for filling my

questionnaire by which I can present my thoughtful interpretation.

LIST OF TABLES

I. DISTRIBUTORS

SR. NO. CONTENTS OF TABLE PAGE NO.

1 Tenure With Haldiram’s 21

2 Routes Covered 22

3 Outlets Covered 23

4 Volume of milk 24

5 Total outlets available 25

6 Delivery Time 26

7 Condition of milk (quality & quantity) 27

8 Additional Supplies & order of pattern 28

10 Types of complaints faced 29

11 Satisfaction with action taken 30

12 Satisfaction with supply pattern 31

II. RETAILERS

SR. NO. CONTENTS OF TABLE PAGE NO.

1 Sells Haldiram’s milk or not & if no, why? 32

3 Other Brands of milk sold 33

4 Availability of milk 34

5 Milk is supplied by 35

6 Volume of milk sold daily 36

7 Brands of milk that customer demands 37

8 Brands pushed/ promoted by the retailer 38

9 Volume of milk ordered, brands wise 39

10 Margin earned per litre & other incentives, if any 40

12 Maximum margin 41

13 Brands that give additional supply on time 42

14 Late delivery/ Non-availability problems 43

15 Deep Freezers 44

16 Deep freezers owned 45

17 Promotional material used 46

18 Satisfied with present brand of milk selling 47

19 Interested in selling Haldiram’s milk & if no, why? 48

EXECUTIVE SUMMARY

Throughout my study in Haldiram’s of Milk make me learn about so many useful thoughts

which I carried out in my project & make me understand about true facts & figure of

working environment by which I can perform better in future with my past learnings.

My two months of SIP was done at Haldiram Foods International Private Limited, Nagpur,

which today is recognized as a Star Export House, by the Directorate General of Foreign

Trade, a department working under the Ministry of Commerce, Government of India. It

was established in 1937 by Shri Shivkisan Agrawal, founder of Hadiram Foods

International Private Limited. It started with Sweets & Namkeens and then followed by a

chain of retail outlets & showrooms. In 1997, Haldiram's forayed into milk and milk

product industry with products such as Khowa, Ghee & Butter Milk.

OBJECTIVES:

i. To analyze the distributorship for Haldiram’s milk.

ii. To find out the size of retail network for Haldiram’s milk.

iii. To find out the major competitors for Haldiram’s milk in Western region of Nagpur

city.

iv. To study the perception of retailers towards Haldiram’s milk in Western Region of

Nagpur city.

v. To find out the total number of retailers selling milk for each distributor in their

routes.

vi. To study the availability & non-availability of Haldiram’s milk in Western region

of Nagpur.

RESEARCH METHODOLOGY:

1) Research Design

i. Research Type : Descriptive Research

2) Sampling Design

i. Sampling Technique: Non-probabilistic sampling

ii. Sampling Method: Purposive sampling

iii. Sampling Unit: The milk distributors and the milk retailers in Western region of

Nagpur city.

iv. Sampling Frame: The list of distributors was provided by the company and the list

of retailers were found by the researcher himself.

v. Sampling Size : Distributors – 8 ; Retailers – 260

FINDINGS:

i. There were a total of 260 retailers of milk in Western region of Nagpur.

ii. Out of the total retailers surveyed, there are 100 such retailers who does not sell

Haldiram’s milk.

iii. Out of 100 non-retailers of Haldiram’s milk, 35 of them are now interested in

selling the company’s milk.

iv. Haldiram’s major competitors are Amul and Dinshaw’s in milk category.

v. Haldiram’s milk is thinner than its competitor’s brands.

vi. It was found from the survey that the company gives less offers and discounts as

compared to its competitors.

RECOMMENDATIONS:

i. The company should approach more retailers so as to increase their sales.

ii. The company needs to tap the rest 65 retailers and find out the reasons for not

selling their milk.

iii. The company should acquire some competitive advantage so as to acquire the

market share of Amul & Dinshaw’s milk.

iv. The company should increase the thickness of its milk as the product is always

measured in terms of its quality.

The company should bring in more offers and provide incentives to its retailers, which will also

act as a motivation for them.

CHAPTER - 1

INTRODUCTION

1.1 COMPANY PROFILE

HALDIRAM FOODS INTERNATIONAL PRIVATE LIMITED

The company today, is recognized as a Star Export House, by the Directorate General of Foreign

Trade, a department working under the Ministry of Commerce, Government of India.

Haldiram's has its roots established in 1937 in the form of a small retail Sweet & Namkeen shop

in Bikaner, Rajasthan, a small but significant town in the Thar Desert. Shri Shivkisan Agrawal,

the founder of Haldiram's always cherished the dream of building an empire, manufacture

traditional sweets/namkeens, leave a mark on every occasion and get close to the heart of the

common man.

This dream was realized with shifting of its base to Nagpur in 1970. For the first time people heard

of a factory that was operating to manufacture Sweets & Namkeens. A model plant of its times

was set up at:- Haldiram's House; 880, Small Factory Area, Wardhaman Nagar, Nagpur. In a very

shot span 'Haldiram' developed into a brand and became an inseparable part of every occasion.

This was followed by a chain of retail outlets & showrooms. The product lines were expanded to

match the taste of various segments of the society. Sweets and namkeens were presented in more

durable and commercially viable packaging. This fetched a overwhelming response and in 1997,

Haldiram's forayed into milk and milk product industry with products such as Khowa, Ghee &

Butter Milk, the manufacture of Extruded foods such as vermicelli and 3-D Snacks.

TECHNOLOGY AT WORK

Employing State-of-the-art technology, Haldiram's started producing high quality, ready-to-eat

snacks, savories & Sweets. From sourcing raw materials to their conversion into finished products,

every process confirms to the International norms (HACCP) of Quality & Safety. Human touch is

avoided to ensure superior hygiene. Every care is taken to ensure that our products retain freshness

and flavor.

Apart from exclusive and innovative recipes, exotic presentation and high quality products

'Variety' is the key reason behind Haldiram's popularity. Be it Sweets or Namkeens, the Haldiram's

touch makes it much tastier while the hi-tech machinery ensures that the packaging is done in an

attractive way maintaining international standards of hygiene.

THE BRAND THAT HAS EARNED TRUST

Today, Haldiram's with its Branch Offices in commercial capitals like Mumbai, Bangalore &

Chennai, owes its success to the relentless efforts of our founder Chairman Mr. Shivkisan Agrawal, a

visionary, dynamic leader and a successful entrepreneur. No wonder, today, Haldiram's Nagpur is one of

the leading players in the snack food industry and a proud recipient of the 'International Food Award'.

Haldiram's has carved its way to the top despite stiff competition from the global food giants and is earning

valuable foreign Exchange for our country.

We have been branded as "The No. 1 brand" in the ready-to-eat Snack Food category and as India's

Most Trusted Brand, in 2003.

INTERNATIONAL MEMBERSHIPS

1. SNACK FOOD ASSOCIATION (SFA), VIRGINIA, (USA)

2. EUROPEAN SNACK ASSOCIATION (ESA), LONDON (UK)

3. INTERNATIONAL ASSOCIATION OF AMUSEMENT PARK ATTRACTIONS,

ALEXANDRIA, UA (USA).

‘Mission’

Review, Recreate and Rediscover the trend of Healthy Eating and Innovate and Invent fresh new

methods to Nourish and Delight everyone we serve.

‘Vision’

Be the Trend Setter in the field of Healthy and Tasty Eating to Achieve a Sustainable Growth this will

bring about an overall up liftment of the Organization, its People and the Society.

‘Goal’

To provide our customers Perfect Taste and Quality in the Best of Packaging.

ORGANIZATIONAL STRUCTURE

Mr. S.K. Agrawal

(Chairman)

Mr. Rajendra Agrawal

(Managing Director)

Mr. Sushil Agrawal

(Director)

Mr. Kamal Agrawal

(Director)

Mr. Avin Agrawal

(Director)

Mr. Neeraj Agrawal

(Director)

Indian Dairy Industry – Profile

Dairy activities have traditionally been integral to India’s rural economy. The country is the

world’s largest producer of dairy products and also their largest consumer. Almost its entire

produce is consumed in the domestic market and the country is neither an importer nor an exporter,

except in a marginal sense. Despite being the world’s largest producer, the dairy sector is by and

large in the primitive stage of development and modernization. Though India may boast of a 200

million cattle population, the average output of an Indian cow is only one seventh of its American

counterpart. Indian breeds of cows are considered inferior in terms of productivity. Moreover, the

sector is plagued with various other impediments like shortage of fodder, its poor quality, dismal

transportation facilities and a poorly developed cold chain infrastructure. As a result, the supply

side lacks in elasticity that is expected of it.

On the demand side, the situation is buoyant. With the sustained growth of the Indian economy

and a consequent rise in the purchasing power during the last two decades, more and more people

today are able to afford milk and various other dairy products. This trend is expected to continue

with the sector experiencing a robust growth in demand in the short and medium run. If the

impediments in the way of growth and development are left unaddressed, India is likely to face a

serious supply - demand mismatch and it may gradually turn into a substantial importer of milk

and milk products.

Fortunately, the government and other stakeholders seem to be alive to the situation and efforts to

increase milk production have been intensified. Transformations in the sector are being induced

by factors like newfound interest on the part of the organized sector, new markets, easy credit

facilities, dairy friendly policies by the government, etc. Dairy farming is now evolving from just

an agrarian way of life to a professionally managed industry – the Indian dairy industry. With these

positive signals, there is hope that the sector may eventually march towards another white

revolution.

This growth is going to come from the greater emphasis on the processed food sector and also by

increase in the conversation of milk into milk products. By 2014, 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.

MAJOR PLAYERS

i. AMUL

ii. DINSHAW’S DAIRY FOODS LIMITED

1.2 OBJECTIVES OF THE STUDY

NEED

The need for this study is to know where the company’s product stands in the market as there is a

huge competition in the market, for betterment in delivery of product & the quality served.

OBJECTIVE

In my study objectives plays very vital role to define what all thing to do & what finding to be find

in my project therefore these objectives were discovered to know market w.r.t. my product.

1. To analyze the distributorship for Haldiram’s milk.

2. To find out the size of retail network for Haldiram’s milk.

3. To find out the major competitors for Haldiram’s milk in Western region of Nagpur city.

4. To study the perception of retailers towards Haldiram’s milk in Western Region of Nagpur

city.

5. To find out the total number of retailers selling milk for each distributor in their routes.

6. To study the availability & non-availability of Haldiram’s milk in Western region of

Nagpur.

1.3 LIMITATIONS OF THE PROJECT

After discounting, minor difficulties while carrying out the research, a major limitation was found

in the form of non-availability of data pertaining to the consumers.

Therefore, though it was thought necessary to confirm the findings with consumers and their

perception, it could not be incorporated in this study.

CHAPTER – 2

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the methods applied to a field of study, or

the theoretical analysis of the body of methods and principles associated with a branch of

knowledge. It, typically, encompasses concepts such as paradigm, theoretical model, phases and

quantitative or qualitative techniques.

JOHN W. BEST

It simply means to known the methods used for collecting and analyzing data in a research which

involves instruments, interviews, company's reports, books, or by the observation of participants.

2.1 Primary Data

"If the information you need is unavailable or hasn't yet been gathered, you'll have to gather it

yourself. Four basic methods of collecting primary data are field research, content analysis, survey

research, and experiments. Other methods of gathering primary data include historical research,

analysis of existing statistics and various forms of direct observation."

H. Dan O'Hair

Primary data are those data that are collected for the first time by the researcher for the specific

research project in hand.

Primary Data Used In This Project

The respondents were basically the retailers who sell milk of any brand. To carry out this project

in practical manner, the whole western market of Nagpur city was considered. Hence, I used

Questionnaire for collecting data from the respondents.

2.2 Secondary Data

"A secondary source is a report on the findings of the primary source. While not as authoritative

as the primary source, the secondary source often provides a broad background and readily

improves one's learning curve. Most textbooks are secondary sources; they report and summarize

the primary sources."

Don W. Stacks

Secondary data is the data that have been already collected by and readily available from other

sources. It is the data collected by someone other than the user.

SECONDARY DATA USED IN THIS PROJECT

I have collected secondary data from the company’s office like company profile, competitor’s

information, company’s records, details of route, retail network structure, etc.

Even I used the company’s website to get information about the company.

2.3 Research Design

There are three types of research designs:

a. Exploratory Research

b. Descriptive Research

c. Causal Research

Here, I have used descriptive research to carry out my project.

Descriptive research is used when the purpose of study is to learn who, what, when, where and

how of a topic. It takes the form of close ended questions and therefore limits the respondents from

their unique insights. It also helps to understand the present market scenario.

2.4 Sampling Design

i. SAMPLING TECHNIQUE

Sampling technique is broadly grouped in two categories:

a. Probability Sampling Technique

b. Non- Probability Sampling Technique

In probability sampling, all the elements in the population have a chance or probability of being

included in the sample. Probability samples are used in studies where the researcher is looking for

high degree of representativeness so that generalizations about the sample results can be made.

In non- probability sampling, the elements do not have a known or pre-determined chance of being

selected as subject. Non- probability sampling is used when other factors like cost, time, and

convenience become important rather than generalizability.

For my project, I have considered non-probability sampling technique.

2.5 Population

It includes all the distributors and retailers of Nagpur city. There are around 25-30 distributors in

the western region, out of which 8 distributors have being surveyed that are part of Haldiram’s

milk.

There are also around 300 retailers of milk in the western region, out of which 260 retailers have

been surveyed because they are dealing not only in Haldiram’s milk but other brands of milk also

and they even consume higher volume of milk.

2.6 Sample Size

A sample is a finite part of a statistical population whose properties are studied to gain information

about the whole. When dealing with people, it can be defined as a set of respondents selected from

a larger population for the purpose of a survey. Sample size is an important feature of any empirical

study in which the goal is to make inferences about a population from a sample. In practice, the

need to have sufficient statistical power.

Since I had only two months for my study, so it was not possible for me to cover the whole Nagpur

city. So my research was restricted to the retailers of Western region of Nagpur city, hence only

260 retailers and 8 distributors are included.

2.7 Sampling Method

Sampling methods are classified as either probability or non-probability.

In probability samples, each member of the population has a known non-zero probability of being selected. Probability methods includes:

Random Sampling

Systematic Sampling

Stratified Sampling

In non-probability sampling, members are selected from the population in some non-random manner. These includes:

Convenience Sampling

Purposive Sampling

Quota Sampling

Snowball Sampling

For my project, I have followed purposive sampling.

Purposive sampling is basically a non-probability sampling technique where the researcher select

units to be sampled based on their knowledge and professional judgment.

2.8 Method of data collection

My method of data collection is primary data which I have taken through:

Personal interview

2.9 Instrument For Data Collection

An objective type close ended as well as few open ended questions was utilized for making the

responds information useful for making this report. Hence, instrument used is:

Questionnaire

Questionnaire is a set of printed or written questions with a choice of answers, devised for the

purposes of a survey or statistical study.

Questionnaire is provided in annexure

CHAPTER – 3

THEORETICAL

BACKGROUND

Market

Market is a physical place where buyers and sellers gathered to buy and sell goods. Market is also

described as a collection of buyers and sellers who transact over a particular product or product

class.

Marketing

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering

and exchanging offerings that have value for customers, clients, partners and society at large.

Marketing Mix

The marketing mix is a business tool used in marketing and by marketers. The marketing mix

refers to the set of actions, or tactics, that a company uses to promote its brand or product in the

market. It is a crucial tool to help understand what the product or service can offer and how

to plan for a successful product offering.

The marketing mix is most commonly executed through the 4 P’s of marketing:

1.) Price

2.) Product

3.) Promotion

4.) Place

The 4P’s were formalized and developed over the years by experts to ensure the creation and

execution of a successful marketing strategy. Through the use of this tool, the attempt is to satisfy

both the customer and the seller. When properly understood and utilized, this mix has proven as a

key factor in a product’s success.

http://smallbusiness.chron.com/marketing-mix-638.html

http://www.entrepreneurial-insights.com/marketing-plan-complete-guide/

THE FOUR P’s

1.) Product

The product is either a tangible good or an intangible service that is seem to meet a specific

customer need or demand. All products follow a logical product life cycle and it is vital for

marketers to understand and plan for the various stages and their unique challenges. It is key to

understand those problems that the product is attempting to solve. The benefits offered by the

product and all its features need to be understood and the unique selling proposition of the product

need to be studied. In addition, the potential buyers of the product need to be identified and

understood.

2.) Price

Price covers the actual amount the end user is expected to pay for a product. How a product is

priced will directly affect how it sells. This is linked to what the perceived value of the product is

to the customer rather than an objective costing of the product on offer. If a product is priced higher

or lower than its perceived value, then it will not sell. This is why it is imperative to understand

how a customer sees what you are selling. If there is a positive customer value, than a product may

be successfully priced higher than its objective monetary value. Conversely, if a product has little

value in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be

http://www.entrepreneurial-insights.com/product-four-ps-marketing-mix/

http://www.entrepreneurial-insights.com/product-life-cycle-management-guide/

http://www.entrepreneurial-insights.com/pricing-four-ps-marketing-mix/

affected by distribution plans, value chain costs and markups and how competitors price a rival

product.

3.) Promotion

The marketing communication strategies and techniques all fall under the promotion heading.

These may include advertising, sales promotions, special offers and public relations. Whatever the

channel used, it is necessary for it to be suitable for the product, the price and the end user it is

being marketed to. It is important to differentiate between marketing and promotion. Promotion is

just the communication aspect of the entire marketing function.

4.) Place

Place refers to the distribution channel of a product. If a product is a consumer product, it needs to

be available as far and wide as possible. On the other hand, if the product is a Premium consumer

product, it will be available only in select stores. Similarly, if the product is a business product,

you need a team who interacts with businesses and makes the product available to them. Thus the

place where the product is distributed, depends on the product and pricing decisions, as well as

any STP decisions taken by a firm.

There are many distribution strategies, including:

i. Intensive distribution

ii. Exclusive distribution

iii. Selective distribution

iv. Franchising

Distribution has a huge effect on the profitability of a product. Consider a FMCG company which

has national distribution for its product. An increase in petrol rates by Rs.10 will in fact bring about

drastic changes in the profitability of the company. Thus supply chain and logistics decisions are

http://www.entrepreneurial-insights.com/promotion-four-ps-marketing-mix/

http://www.entrepreneurial-insights.com/lexicon/mobile-advertising/

considered as very important costing decisions of the firm. The firm needs to have a full proof

logistics and supply chain plan for its distribution.

Distribution

Distribution is the process of making a product or service available for use or consumption by a

consumer or business user, using direct means, or using indirect means with intermediaries.

Distribution can make or break a company. A good distribution system quite simply means the

company has greater chance of selling its products more than its competitors. The company that

spreads its products wider and faster into the market place at lower costs than its competitors will

make greater margins absorb raw material price rise better and last longer in tough market

conditions. Distribution is critical for any type of industry or service. The best price product,

promotion and people come to nothing if the product is not available for sale at the points at which

consumers can buy.

In the FMCG industry in India, specially, companies distribute their low-value, high volume

products to over 1 million retail outlets, or points of sale. The most successful FMCG companies

have the biggest networks, made of factories, stock points, distributors or C&F (Carrying and

forwarding agents), wholesalers, retailers and consumers. Nowadays, even direct marketing is

considered a feasible distribution channel.

Distribution Channel

A channel of distribution or trade channel is the route or path along which products flow from the

point of production to the point of ultimate consumption or use.

It starts with the producer and ends with the consumer. In between there may be several

intermediaries or middlemen who operate to facilitate the flow of the physical product or its

ownership from the producer to the consumer.

A distribution channel consists of the set of people and firms involved in the transfer of title to a

product as the product moves from the producer to the ultimate consumer.”

Types

1. Manufacturer-consumer (Direct selling):

a. Shortest and simplest channel.

b. No middleman between the producer and consumer.

c. Used generally for selling shoes, clothes, books, etc.

d. Very fast and economical.

e. Large investment is required.

2. Manufacturer-retailer-consumer:

a. Manufacturer sells to one or more retailers who sell to consumers.

b. This channel is popular when retailers are big and buy in large quantities, e.g.

departmental stores, super markets.

c. Generally used for distribution of consumer durables and products of high value like

automobiles, home appliances, etc.

d. Relieves manufacturer of the burden of selling and provides control over distribution.

3. Manufacturer-wholesaler-retailer-consumer:

a. Traditional or normal channel.

b. Suitable where producers have limited finance and narrow product line.

c. Channel used in case of consumer durables which are not subject to frequent

changes in fashion.

4. Manufacturer-agent-retailer-consumer:

a. Used when retailers are few or geographically concentrated.

b. Commonly used to sell agricultural products, machinery and equipment, etc.

5. Manufacturer-agent-wholesaler-retailer-consumer:

a. Longest channel.

b. Producer hands over entire output to the agent who sales them to wholesalers.

c. In case of cloth this channel is widely used.

d. Results in wider distribution of products.

Retail

Retail is the process of selling consumer goods and/or services to customers through multiple

channels of distribution to earn a profit. Demand is created through diverse target markets and

promotional tactics, satisfying consumers' wants and needs through a lean supply chain.

Retailing in India is one of the pillars of its economy and accounts for about 22 percent of its GDP.

The Indian retail market is estimated to be US$ 500 billion and one of the top five retail markets

in the world by economic value. India is one of the fastest growing retail markets in the world,

with 1.2 billion people.

As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger

format convenience stores and supermarkets accounted for about 4 percent of the industry, and

these were present only in large urban centers. India's retail and logistics industry employs about

40 million Indians (3.3% of Indian population).

Indian Retail Market

Indian market has high complexities in terms of a wide geographic spread and distinct consumer

preferences varying by each region necessitating a need for localization even within the geographic

zones.

https://en.wikipedia.org/wiki/India

https://en.wikipedia.org/wiki/Retail_market

https://en.wikipedia.org/wiki/United_States_dollar

https://en.wikipedia.org/wiki/1000000000_(number)

While India presents a large market opportunity given the number and increasing purchasing

power of consumers, there are significant challenges as well given that over 90% of trade is

conducted through independent local stores. Challenges include: Geographically dispersed

population, small ticket sizes, complex distribution network, less use of IT systems, limitations of

mass media and existence of counterfeit goods.

Retail Network Survey

A retail network means a set of sales outlets (enterprises or establishments) and a network head

company, which maintain lasting relationships and establish common interest.

Most retail networks develop a store brand-name, but some restrict themselves to membership of

a trading group or a referencing group without the sales outlets being required to use a brand-name.

The "network head company" coordinates certain activities. It may be a trading or referencing

group, a franchiser, headquarters, or an industrial firm that has developed a distribution channel.

E-Retailing

E-Retailing is a form of electronic commerce which allows consumers to directly buy goods

or services from a seller over the Internet using a web browser. Alternative names are: e-web-

store, e-shop, e-store, Internet shop, web-shop, web-store, online store, online storefront and

virtual store. Mobile commerce (or m-commerce) describes purchasing from an online retailer's

mobile optimized online site or app.

An online shop evokes the physical analogy of buying products or services at a bricks-and-

mortar retailer or shopping center; the process is called business-to-consumer (B2C) online

shopping. In the case where a business buys from another business, the process is called business-

to-business (B2B) online shopping. The largest of these online retailing corporations

are Alibaba,Amazon.com, and eBay.

https://en.wikipedia.org/wiki/Electronic_commerce

https://en.wikipedia.org/wiki/Service_(economics)

https://en.wikipedia.org/wiki/Internet

https://en.wikipedia.org/wiki/Web_browser

https://en.wikipedia.org/wiki/M-commerce

https://en.wikipedia.org/wiki/Product_(business)

https://en.wikipedia.org/wiki/Brick_and_mortar_business

https://en.wikipedia.org/wiki/Brick_and_mortar_business

https://en.wikipedia.org/wiki/Retailing

https://en.wikipedia.org/wiki/Shopping_center

https://en.wikipedia.org/wiki/Alibaba_Group

https://en.wikipedia.org/wiki/Amazon.com

https://en.wikipedia.org/wiki/EBay

CHAPTER – 4

DATA PROCESSING

AND

ANALYSIS

4. A. Analysis Of Data Collected By Distributors

Table No. 1: Tenure With Haldiram’s

Sr. No. Period Responses %

a. 1-3 yrs 3 37.5

b. 4-6 yrs 0 0

c. >6 yrs 5 62.5

Total 8 100

Explanation: The above table shows the distribution of respondents i.e. Distributors on the basis

of their tenure of dealing with the company.

Findings: It has been found from the above that most of the distributors, 62.5%, have been with

the co. There are only two categories viz. those with the co. for a period between 1-3 years & those

for 6 & more years.

Recommendation: It is recommended that attention should be given to these to see that they

continue to remain with the co. not only as distributors but more so like the “advocates” of the co.

or like “partners in business”.

Table No. 2: Routes Covered

Sr. No. No. of Routes Responses %

a. 1 8 100

b. 2 0 0

c. 3 0 0

d. 4 0 0

e. >4 0 0

Total 8 100


of no. of routes that they cover.

Findings: It has been found that all the distributors i.e., 100% of them cover only one single route.

Recommendation: It is recommended that attention should be given to these to see that they

continue to work on these routes and they must also expand their routes by spending more time in

the market and expanding their distribution channel, as it will be cost-effective for the company

and at the same time would be beneficial for the distributors as well.

Table No. 3: Outlets Covered


of no. of outlets that they cover in their particular routes.

Findings: It has been found from the above that most of the distributors, 75% of them covers more

than 20 outlets in their routes.

Recommendation: It is recommended that attention should be given to these to see that the

distributors increase their number of outlets by directly meeting and convincing those retailers who

are not selling Haldiram’s milk in their routes. They can also give the retailers offers or discounts

from their side.

Sr. No. No. of Outlets Responses %

a. 5—10 1 12.5

b. 11—15 1 12.5

c. 16—20 0 0

d. >20 6 75

Total 8 100

Table No. 4: Volume of milk

Sr. No. Volume (in Ltr.) Responses %

a. 0-500 2 25

b. 501-1000 5 62.5

c. 1001-1500 0 0

d. 1501-2000 1 12.5

Total 8 100


of their volume of sales of milk on daily basis.

Findings: It has been found that most of the distributors, 62.5%, sell milk more than 500ltr but

less than 1000ltr on daily basis.

Recommendation: Every distributor should increase their volume of milk to more than 1000

litres, by supplying more quantity of milk to the present retailers and also by adding more retailers

to their list.

Table No. 5: Total outlets available

Sr. No. No. of Outlets Responses %

a. 0-10 1 12.5

b. 11—20 0 0

c. 21—30 0 0

d. 31-40 2 25

e. 40-50 5 62.5

Total 8 100

Explanation: The above table shows the distribution of respondents i.e. total no. of outlets of milk

present in their respective distributor’s routes.

Findings: It has been found from the above that most of the distributors, 62.5% of the distributor’s

routes have more than 40 outlets of milk in their route.

Recommendation: Every distributor must ensure that they cover each and every outlet in their

routes by daily exploring their routes efficiently and keeping an eye on the new outlets as well, so

that the company’s milk flourishes in the whole market.

Table No. 6: Delivery Time

Sr. No. No. of Hours Responses %

a. 0--2 hrs 1 12.5

b. 2--4 hrs 3 37.5

c. 4--6 hrs 3 37.5

d. >6 hrs 1 12.5

Total 8 100

Explanation: The above table shows the distribution of respondents i.e. Distributors wise time

taken to deliver the whole milk in their respective routes.

Findings: It has been found that most of the distributors, 37.5% of distributors take around 2-4hrs

to deliver their milk in their routes. At the same time 37.5% of other distributors take around 4-

6hrs to complete the delivery of their milk in all their respective outlets.

Recommendation: It is recommended that the distributors must collect their respective orders

before time and deliver it to the required outlets as per their schedule, thereby enhancing time

utility.

Table No. 7: Condition of milk (quality & quantity)

Sr. No. Particulars Responses %

a. Yes 8 100

b. No 0 0

Total 8 100

Explanation: The above table shows the distribution of respondents i.e. appropriate condition of

milk being supplied to the distributors from the company.

Findings: It has been found from the above that all the distributors, 100% of them are satisfied

with the proper condition of milk from the company.

Recommendation: From the table it is clear that milk is supplied to the distributors in the best

condition and to maintain this, distributors must collect their order on time from the company.

Table No. 8 & 9: Additional Supplies & order of pattern


a. Yes 8 100

b. No 0 0

Total 8 100

Explanation: The above table shows the distribution of respondents i.e. Distributors getting

additional supply of milk on time or not.

Findings: It has been found from the above that all the distributors, 100% of the distributors

receive additional supply of milk from the company on time whenever required. They give their

order one day prior as per their requirements through an SMS.

Recommendation: It is recommended that any distributor who requires additional quantity of

milk should inform the company about its requirement one day prior to their supplies.

Table No. 10: Types of complaints faced


a. Quality 2 25

b. Leakage 2 25

c. Delivery 0 0

d. None 4 50

Total 8 100

Explanation: The above table shows the distribution of respondents i.e. Distributors wise types

of complaints faced by them from retailers in their respective routes.

Findings: It has been found from the above that half of the distributors, 50% of them are not facing

any complaints from the market, while 25% of them are facing problems of leakage and rest 25%

of them are facing quality problems.

Recommendation: Since, there are complaints regarding quality and leakage, so the company

should once test their quality of milk, by knowing the customers requirement. At the same time,

the distributors must deliver the milk in appropriate condition and also check their order when they

collect it from the company and if any leakage’s is visible then they must show it to the company’s

person on spot.

Table No. 11: Satisfaction with action taken


a. Yes 7 87.5

b. No 1 12.5

Total 8 100

Explanation: The above table shows the distribution of respondents i.e. satisfaction of distributors

for the actions taken by the company.

Findings: It has been found from the above that almost all the distributors, 87.5% are being

satisfied with the actions taken by the company, while one distributor is there who is not satisfied

with the action taken by the company.

Recommendation: It is recommended that attention should be given to these to see that the

company takes quick action towards all the complaints faced by the distributors as they are the

main “gems” to expand the market of milk for the company.

Table No. 12: Satisfaction with supply pattern


a. Yes 8 100

b. No 0 0

Total 8 100

Explanation: The above table shows the distribution of respondents i.e. satisfaction of distributors

with the supply pattern of the company.

Findings: It has been found from the above that all the distributors, 100% are satisfied and happy


Recommendation: All the distributors are satisfied with the supply pattern of Haldiram’s. The

company must ensure effectiveness and efficiency in their supply pattern for its continuous flow

of working.

4. B. Analysis Of Data Collected By Retailers

Table No. 1 & 2: Sells Haldiram’s milk or not & if no, why?

Sr. no. Particulars Responses %

1 Yes 160 61.54

2 No 100 38.46

Total 260 100

Explanation: The above table shows the distribution of respondents i.e. Retailers on the basis of

their sales of Haldiram’s milk.

Findings: It has been found from the above that most of the retailers, 61.54% of them are selling

Haldiram’s milk. While, 38.46% of the distributors do not sell the company’s milk because either

there is no sale of Haldiram’s milk or else the demands of customers are different.

Recommendation: It is recommended that attention should be given to make retailers aware about

Haldiram’s milk and also to stimulate the demand in the market and attract the customers.

Table no. 3: Other Brands of milk sold

Sr. no. Brands D1 D2 D3 D4 D5 D6 D7 D8 Total %

1 Amul 15 33 36 20 11 20 20 25 180 69.23077

2 Dinshaw's 10 42 38 22 8 23 27 28 198 76.15385

3 Gowardhan 8 9 9 9 0 0 2 6 43 16.53846

4 Others 5 5 9 13 6 6 2 3 49 18.84615

Sample Size 39 45 40 40 13 24 28 31 260


their sales of other brands of milk than Haldiram’s.

Findings: It has been found that most of the retailers, 76.15% of the total retailers sell Dinshaw’s

milk, where as 69% of the total retailers sell Amul’s milk.

Recommendation: From the table, it is clear that further research needs to be carried out that why

these retailers does not sell Haldiram’s milk.

Table No. 4: Availability of milk


1 Only Morning 44 16.92

2 Full Day 216 83.08

Total 260 100


the time period when the milk is available.

Findings: It has been found from the above that most of the retailers, 83.08% of them are selling

Haldiram’s milk throughout the day and only 16.92% retailers sell in the morning hours.

Recommendation: It is known that large volume of milk is sold in the morning hours itself,

hence the retailers who open their shop late and sell milk throughout the day should start selling

milk form early in the morning for their benefit.

Table no. 5: Milk is supplied by


1 Distributor 256 98.5

2 Company 4 1.5

Total 260 100

Explanation: The above table shows the distribution of respondents i.e. medium through which

retailers receive their order of milk.

Findings: It has been found from the above that almost all the retailers, 98.5% of them receive

milk from the distributors itself.

Recommendation: It has to be ensured that company does not supply to the retailers directly and

milk must be supplied to the retailers by the distributors itself so that the distributors does not loose

their market and remain with the company throughout.

Table no. 6: Volume of milk sold daily

Sr. no. Volume (in Litre) Responses %

1 0 - 250 ltr 223 85.77

2 251 - 500 ltr 23 8.85

3 501 - 750 ltr 6 2.31

4 >750 ltr 8 3.08

Total 260 100


their volume of milk sold on daily basis.

Findings: It has been found from the above that almost all the retailers, 85.77% of them are selling

around 0-250ltr of milk daily, while 8.85% of them sell 251-500ltr of milk.

Recommendation: It is recommended that attention should be given, so as to ensure that volume

has to be increased by bringing more customers to their shops, as it will help increase the

company’s sales as well.

Table No.7: Brands of milk that customer demands

Sr. no. Brands Responses %

1 Haldiram's 64 24.6

2 Amul 67 25.7

3 Dinshaw's 102 39.4

4 Others 27 10.3

Total 260 100


which the customer themselves demands a particular brand of milk from them.

Findings: It has been found from the above that more of the retailers, 39.4% of them are demanded

for Dinshaw’s milk by the customers, whereas just 25% of the retailers are demanded with each

of Amul and Haldiram’s milk.

Recommendation: It is recommended that the company must market its product and do more of

promotion and also make changes in its quality if required, as per the customers demand; so as to

increase its customer base.

Table No. 8: Brands pushed/ promoted by the retailer


1 Haldiram's 45 17.4

2 Amul 40 15.4

3 Dinshaw's 70 26.9

4 Others 17 6.5

5 None 88 33.8

Total 260 100


their preference towards a particular brand of milk that they push or promote from their side.

Findings: It has been found from the above that more of the retailers, 33.8% of them does not

push or promote any brand, while 26.9% of the retailers push Dinshaw’s milk, and only around

15-17% of the retailers prefer each Amul and Haldiram’s milk.

Recommendation: It is recommended that the company must come out with good offers and

discounts for its retailers, so that the retailers get attracted towards it, which will allow them to

earn more profits and then they will push/promote the company’s milk more than any other brands

milk.

Table No.9: Volume of milk ordered, brands wise

Sr. No. Brands

Volume (in Litre)

Total <150 ltr 151-300 ltr 301-450 ltr >450 ltr

No. % No. % No. % No. %

1 Haldiram's 68 26.15 44 16.92 36 13.85 12 4.62 160

2 Amul 73 28.08 56 21.54 43 16.54 8 3.08 180

3 Dinshaw's 66 25.38 64 24.62 51 19.62 17 6.54 198

4 Others 39 15.00 42 16.15 11 4.23 0 0.00 92


their volume of milk they sell for all the brands.

Findings: It has been found from the above table that Haldiram’s has less retailers who order milk

more than 450 litre per day as compared to Dinshaw’s.

Recommendation: It is recommended that the company must target to increase the high end

retailers so as to capture the market and they can do it by motivating retailers who are near to this

section.

Table No. 10 & 11: Margin earned per litre & other incentives, if any

Sr. No. Brands

Price (in Rupees)

Total Less than 1.5 More than 1.5

No. % No. %

1 Haldiram's 160 61.54 0 0 160

2 Amul 180 69.23 0 0 180

3 Dinshaw's 198 76.15 0 0 198

4 Others 52 20 40 15.38 92


the margin earned by them per litre.

Findings: It has been found from the above that almost all the retailers of are earning a margin of

less than Rs.1.5 per litre. While, there are very few retailers that deal in other brands of milk, earn

more than Rs.1.5 per litre. Very few of the retailers get incentives from the company/distributor

that too depending on their high volume of sale of milk.

Recommendation: It is recommended that the company must try to increase the margin for the

retailers than its competitors so that the former gets motivated, thereby promoting Haldiram’s milk

more than any other brand, that will help the company to increase their sales. The company must

also provide three-monthly incentive so as to motivate them.

Table No. 12: Maximum margin


1 Haldiram's 130 50

2 Amul 30 11.53846

3 Dinshaw's 45 17.30769

4 Others 55 21.15385

Total 260 100


maximum margin being earned by them in which brand.

Findings: It has been found from the above that exactly half of the retailers, 50% of them earn

maximum margin through Haldiram’s milk, whereas Amul and Dinshaw’s offer less margin as

compared to other brands.

Recommendation: It has to be seen that Haldiram’s maintain this high margin and also come out

with discounts at regular intervals.

Table No. 13: Brands that give additional supply on time


1 Haldiram's 5 1.923077

2 Amul 3 1.153846

3 Dinshaw's 14 5.384615

4 Others 0 0

5 All 238 91.53846

Total 260 100


their receiving of additional supplies of milk from different brands on time, as and when required.

Findings: It has been found from the above that almost all the retailers, 91.5% of them receive

additional supplies of milk on time from all the brands, whenever required.

Recommendation: It is recommended that the company must produce the additional volume of

milk on prior confirmation and must also see that it is delivered on time to the distributor, so that

the distributor can further deliver it to the required retailer.

Table No. 14: Late delivery/ Non-availability problems


1 Yes 4 1.538462

2 No 256 98.46154

Total 260 100

Explanation: The above table shows the distribution of respondents i.e. Retailers regarding late

delivery or non-availability of milk.

Findings: It has been found from the above that almost all the retailers, 98.4% of them does not

face any late delivery/non-availability problems from the distributors.

Recommendation: It is recommended that the company must produce their milk on time and keep

it ready for the delivery. It must also be ensured that the delivery vehicle reaches the destination

before time so that there is no delay in the final delivery of the milk. All this is possible only if the

distribution channel is effective and efficient.

Table No. 15: Deep Freezers


1 1 126 48.46154

2 2 75 28.84615

3 3 11 4.230769

4 None 48 18.46154

Total 260 100


no. of deep freezers they have in their stores.

Findings: It has been found from the above that almost half of the retailers, 48.5% of them own

only one deep freezer in their outlet, while 28% of them own two deep freezers. 18% of the total

retailers are such that they don’t have any deep freezers in their shop.

Recommendation: It is recommended that every retailer should maintain at least one deep freezer

so as to avoid the quality of milk from getting bad and also it will help the milk remain healthy to

be sold on the next day, if it remains unsold.

Table No. 16: Deep freezers owned


1 Purchased by you 212 81.53846

2 Given by others 0 0

3 None 48 18.46154

Total 260 100

Explanation: The above table shows the distribution of respondents i.e. Retailers regarding the

owner of the deep freezers that they have in their stores.

Findings: It has been found from the above that almost all the retailers, 81.5% of the retailers

those who keep deep freezers in their stores is owned by the retailer himself.

Recommendation: It is recommended that the company must provide deep freezers to those

retailers who have high sale of the company’s milk. It will not only appreciate them, but at the

same time it would motivate other retailers as well to increase their sales.

Table No. 17: Promotional material used


1 Painting 48 18.46154

2 Hoarding 12 4.615385

3 Banner 18 6.923077

4 None 182 70

Total 260 100

Explanation: The above table shows the distribution of respondents i.e. Retailers regarding the

promotional material used by them to attract customers.

Findings: It has been found from the above that most of the retailers, 70% of them does not use

any promotional material, while 18% of the retail shop walls are being painted with the brands

logo.

Recommendation: Unlike other brands, Haldiram’s must promote its milk through every retail

shop by using hoardings, banners, paintings, etc. This would attract customers towards these retail

shops and purchase the product milk.

Table No. 18: Satisfied with present brand of milk selling


1 Yes 237 91.15385

2 No 23 8.846154

Total 260 100

Explanation: The above table shows the distribution of respondents i.e. Retailers regarding their

satisfaction with the present brand of milk that they are selling.

Findings: It has been found from the above that almost all the retailers, 91.1% of the retailers are

very much satisfied with their present brand of milk.

Recommendation: It has to be ensured that the company must find out reasons why few of the

retailers are still not satisfied with the company’s milk. At the same time the company must also

maintain its healthy relations with the other retailers for its better future.

Table No. 19 & 20: Interested in selling Haldiram’s milk & if no, why?


1 Yes 195 75

2 No 65 25

Total 260 100

Explanation: The above table shows the distribution of respondents i.e. Retailers regarding theie

interest in selling Haldiram’s milk.

Findings: It has been found from the above that most of the retailers, 75% of them are interested

in selling the company’s milk, while 25% of them does not want to sell Haldiram’s milk. This is

because of no demand of Haldiram’s milk in those particular areas.

Recommendation: The company must do effective marketing for its milk. The milk needs to be

promoted all over the western region and also the quality has to be improved. This will make the

un-interested retailers to start selling Haldiram’s milk as demand for the same will arise.

CHAPTER – 5

MANAGEMENT LESSONS

MANAGEMNET LESSONS

1. Knowledge

I learnt that one cannot sustain in the market or any Industry unless and until manager has deep,

complete knowledge about the product in which he is dealing in. He must be update with the

current market scenario.

2. Communication

Communication plays an important role in every organization and it helps in preventing the

misunderstandings. In my internship program, I have learnt how to communicate with the

middlemen. I learnt that communication should be clear and unambiguous with the middlemen so

that they can take the right decisions.

3. Co-Ordination

I learnt there must be a good co- ordination between you and your immediate senior. Any

confusion or misunderstanding could occur at any time while doing the work. Always be in contact

with the superior.

4. Confidence

For influencing to the retailers about the product you have to be confident enough so that they feel

they are talking to write people.

5. Punctuality

In Haldiram’s, I have learnt that punctuality is very much important in business world so that in

any meeting with clients or with your boss you are in time for presenting yourself to them in proper

way.

6. Be Honest

I have learnt that you should be honest to the company as well as to your senior to maintain a

trustworthy relationship between the employee and employer. Don’t lie with your seniors. Their

experience helps them know very well, what you are doing.

7. Maintain CRM (Customer relationship Management)

In milk industry, I have learnt that maintaining the relationship with middlemen is very important.

As middlemen are the key for any business and in this case it is important so as to make them sell

Haldiram’ milk exclusively.

8. Discipline

During my internship we need to follow some discipline made by the companies like always be in

formal and never miss-behave in the office.

9. No work is small

All the work in the organization is important.

10. Time management:

During my internship I have learnt that time management is very much important to finish your

task on time. Sometimes we need to do some important activities along with the regular work. So,

we should be ready to work in extra time also to balance our work.

11. Never give excuses to your superiors

In this case instead of wasting time in argument you should do your task. We need not have to give

excuses which are irrelevant to the particular situation. This may create a bad impression.

12. Maintain Secrecy

As we became the part of the organization so some data are shared among us which is supposed

to be secret and not supposed to go out of the office. We need to maintain that trust and ethics of

the company.

13. Help Everyone Around You

I got to learn this from my external guide. He always used to help others to learn things. He always

used to call me and other interns to teach us. Even he was always ready to help others working

there. Because of this everyone used to respect him and ready to work for him.

14. Get Involved

I observed in the office that those who get involved in different discussion and sociable get much

better response than those who do not. Involvements in various activities also help us to know

people around us better and help in learning many things.

15. Always Share Your Knowledge

Sharing of knowledge is very important. If you share your knowledge and views with other people,

other will get benefit from that and you will also learn it better when other gives their point of

view. Two way communication process will help us to improve our knowledge and understanding.

16. Clear Your Doubts

Always be clear when you want to gain knowledge about particular work. If you didn’t understand

anything related to work, then ask to the seniors to clear doubts to avoid mistakes.

17. Listen To Others

Always try to be a good speaker. But a good speaker is not sufficient. In order to manage properly

you have to listen to the people around you. It gives a sense of belongingness to the other person

when you listen to him. Maybe you are correct but always listen and respect the views of others.

Your views will also be respected.

18. Respect Your Seniors

During internship I learned that those people who respect their seniors always get respect from

seniors. I have seen that many a times a senior is wrong and a junior is right then also instead of

taking the things negatively, the junior tries to explain the things in sophisticated manner.

19. Be Friendly With Boss

Don’t be afraid of your boss. Always be friendly with him. He will like it. Being friendly does not

mean that you should talk loudly or arrogantly to him. It means you should not hesitate in speaking

to him.

20. Motivate And Get Motivated

I felt that people who motivate others get motivated themselves. Sir used to motivate us by giving

us treat when we did a good job. This motivates other also to do their job properly.

21. Always Dress Well

This is very much important. I felt in office that those who were dressed well used to give some

kind of positive energy to others. I myself felt that when you are dressed well it gives you a kind

of confidence and energy to do your job. Moreover when we are dressed well it gives a good

impression to other people may it be your boss, juniors or customers.

22. Customer Is The Boss

Customer is the boss of your business. Therefore always be honest to him. If you have made a

mistake, tell him before he get to know from others so that he always trust you.

23. Be Calm And Polite

Always be polite while talking. It gives a positive sign to others that you are capable of managing

things correctly. Moreover in stress you can work more efficiently when you stay calm.

24. Commitment

Commitment toward your work is the need of the hour because when you are committed to work,

there are more chances of doing it right.

25. Give Your 100%

Always give your 100% to whatever you do. It helps you to achieve more in your life. Maybe there

is a situation where you gave your 100% but still not able to achieve the goal. In this case your

boss will always appreciate and motivate you because he has seen your efforts.

26. Planning

Always plan what you have to do on daily basis. It gives you better direction to achieve your

planned goals. Planning gives us the right direction from where we have to start our work. Planning

saves almost 30% of the time in doing work.

27. Controlling

Proper control is necessary in order to see that things are going in right direction or not. Proper

measure needs to be adopted in case of wrong decisions.

28. Take Or Give Feedback

Taking and giving feedback is very important. Taking and giving feedback helps to maintain free

flow of information through different levels of hierarchy. Improvements can be made, if required.

29. Be Empathetic

Always try to think from others perspective. It helps you to know people around you and make

good relations with them. As a manager you always need to think unique.

30. Work Smartly

In an organization, you have to work very smart. Daily update is a must for taking right decisions

which gives benefit to all.

31. Be a good observer

A good observation is very necessary to understand the things which have little complications.

CHAPTER – 6

FINDINGS

FINDINGS

6.1 Findings from the distributors

1. It has been found from the above that most of the distributors, 62.5%, have been with the

co. There are only two categories viz. those with the co. for a period between 1-3 years &

those for 6 & more years.

2. It has been found that all the distributors i.e., 100% of them cover only one single route.

3. It has been found from the above that most of the distributors, 75% of them covers more

than 20 outlets in their routes.

4. It has been found that most of the distributors, 62.5%, sell milk more than 500ltr but less

than 1000ltr on daily basis.

5. It has been found from the above that most of the distributors, 62.5% of the distributor’s

routes have more than 40 outlets of milk in their route.

6. It has been found that most of the distributors, 37.5% of distributors take around 2-4hrs to

deliver their milk in their routes. At the same time 37.5% of other distributors take around

4-6hrs to complete the delivery of their milk in all their respective outlets.

7. It has been found from the above that all the distributors, 100% of them are satisfied with

the proper supply of milk from the company.

8. It has been found from the above that all the distributors, 100% of the distributors receive

additional supply of milk from the company on time whenever required. They give their

order one day prior as per their requirements through an SMS.

10. It has been found from the above that half of the distributors, 50% of them are not facing

any complaints from the market, while 25% of them are facing problems of leakage and

rest 25% of them are facing quality problems.

11. It has been found from the above that almost all the distributors, 87.5% are being satisfied

with the actions taken by the company, while one distributor is there who is not satisfied

with the action taken by the company.

12. It has been found from the above that all the distributors, 100% are satisfied and happy


6.2. Findings from the Retailers

1. It has been found from the above that most of the retailers, 61.54% of them are selling

Haldiram’s milk. While, 38.46% of the distributors do not sell the company’s milk because

either there is no sale of Haldiram’s milk or else the demands of customers are different.

3. It has been found that most of the retailers, 76.15% of the total retailers sell Dinshaw’s

milk, where as 69% of the total retailers sell Amul’s milk.

4. It has been found from the above that most of the retailers, 83.08% of them are selling

Haldiram’s milk throughout the day and only 16.92% retailers sell in the morning hours.

5. It has been found from the above that almost all the retailers, 98.5% of them receive milk

from the distributors itself.

6. It has been found from the above that almost all the retailers, 85.77% of them are selling

around 0-250ltr of milk daily, while 8.85% of them sell 251-500ltr of milk.

7. It has been found from the above that more of the retailers, 39.4% of them are demanded

for Dinshaw’s milk by the customers, whereas just 25% of the retailers are demanded with

each of Amul and Haldiram’s milk.

8. It has been found from the above that more of the retailers, 33.8% of them does not push

or promote any brand, while 26.9% of the retailers push Dinshaw’s milk, and only around

15-17% of the retailers prefer each Amul and Haldiram’s milk.

9. It has been found from the above table that Haldiram’s has less retailers who order milk

more than 450 litre per day as compared to Dinshaw’s.

10. It has been found from the above that almost all the retailers of are earning a margin of less

than Rs.1.5 per litre. While, there are very few retailers that deal in other brands of milk,

earn more than Rs.1.5 per litre. Very few of the retailers get incentives from the

company/distributor that too depending on their high volume of sale of milk.

12. It has been found from the above that exactly half of the retailers, 50% of them earn

maximum margin through Haldiram’s milk, whereas Amul and Dinshaw’s offer less

margin as compared to other brands.

13. It has been found from the above that almost all the retailers, 91.5% of them receive

additional supplies of milk on time from all the brands, whenever required.

14. It has been found from the above that almost all the retailers, 98.4% of them does not face

any late delivery/non-availability problems from the distributors.

15. It has been found from the above that almost half of the retailers, 48.5% of them own only

one deep freezer in their outlet, while 28% of them own two deep freezers. 18% of the total

retailers are such that they don’t have any deep freezers in their shop.

16. It has been found from the above that almost all the retailers, 81.5% of the retailers those

who keep deep freezers in their stores is owned by the retailer himself.

17. It has been found from the above that most of the retailers, 70% of them does not use any

promotional material, while 18% of the retail shop walls are being painted with the brands

logo.

18. It has been found from the above that almost all the retailers, 91.1% of the retailers are very

much satisfied with their present brand of milk.

19. It has been found from the above that most of the retailers, 75% of them are interested in

selling the company’s milk, while 25% of them does not want to sell Haldiram’s milk. This

is because of no demand of Haldiram’s milk in those particular areas.

CHAPTER – 7

RECOMMENDATIONS

RECOMMENDATIONS

7.1 Recommendations For The Distributors

1. It is recommended that attention should be given to these to see that they continue to remain

with the co. not only as distributors but more so like the “advocates” of the co. or like

“partners in business”.

2. It is recommended that attention should be given to these to see that they continue to work

on these routes and they must also expand their routes by spending more time in the market

and expanding their distribution channel, as it will be cost-effective for the company and

at the same time would be beneficial for the distributors as well.

3. It is recommended that attention should be given to these to see that the distributors

increase their number of outlets by directly meeting and convincing those retailers who are

not selling Haldiram’s milk in their routes. They can also give the retailers offers or

discounts from their side.

4. Every distributor should increase their volume of milk to more than 1000 litres, by

supplying more quantity of milk to the present retailers and also by adding more retailers

to their list.

5. Every distributor must ensure that they cover each and every outlet in their routes by daily

exploring their routes efficiently and keeping an eye on the new outlets as well, so that the

company’s milk flourishes in the whole market.

6. It is recommended that the distributors must collect their respective orders before time and

deliver it to the required outlets as per their schedule, thereby enhancing time utility.

7. From the table it is clear that milk is supplied to the distributors in the best condition and

to maintain this, distributors must collect their order on time from the company.

8. It is recommended that any distributor who requires additional quantity of milk should

inform the company about its requirement one day prior to their supplies.

10. Since, there are complaints regarding quality and leakage, so the company should once test

their quality of milk, by knowing the customers requirement. At the same time, the

distributors must deliver the milk in appropriate condition and also check their order when

they collect it from the company and if any leakage’s is visible then they must show it to

the company’s person on spot.

11. It is recommended that attention should be given to these to see that the company takes

quick action towards all the complaints faced by the distributors as they are the main

“gems” to expand the market of milk for the company.

12. All the distributors are satisfied with the supply pattern of Haldiram’s. The company must

ensure effectiveness and efficiency in their supply pattern for its continuous flow of

working.

7.2 Recommendations For The Retailers

1. It is recommended that attention should be given to make retailers aware about Haldiram’s

milk and also to stimulate the demand in the market and attract the customers.

3. From the table, it is clear that further research needs to be carried out that why these

retailers does not sell Haldiram’s milk.

4. It is known that large volume of milk is sold in the morning hours itself, hence the retailers

who open their shop late and sell milk throughout the day should start selling milk form

early in the morning for their benefit.

5. It has to be ensured that company does not supply to the retailers directly and milk must be

supplied to the retailers by the distributors itself so that the distributors does not loose their

market and remain with the company throughout.

6. It is recommended that attention should be given, so as to ensure that volume has to be

increased by bringing more customers to their shops, as it will help increase the company’s

sales as well.

7. It is recommended that the company must market its product and do more of promotion

and also make changes in its quality if required, as per the customers demand; so as to

increase its customer base.

8. It is recommended that the company must come out with good offers and discounts for its

retailers, so that the retailers get attracted towards it, which will allow them to earn more

profits and then they will push/promote the company’s milk more than any other brands

milk.

9. It is recommended that the company must target to increase the high end retailers so as to

capture the market and they can do it by motivating retailers who are near to this section.

10. It is recommended that the company must try to increase the margin for the retailers than

its competitors so that the former gets motivated, thereby promoting Haldiram’s milk more

than any other brand, that will help the company to increase their sales. The company must

also provide three-monthly incentive so as to motivate them.

12. It has to be seen that Haldiram’s maintain this high margin and also come out with

discounts at regular intervals.

13. It is recommended that the company must produce the additional volume of milk on prior

confirmation and must also see that it is delivered on time to the distributor, so that the

distributor can further deliver it to the required retailer.

14. It is recommended that the company must produce their milk on time and keep it ready for

the delivery. It must also be ensured that the delivery vehicle reaches the destination before

time so that there is no delay in the final delivery of the milk. All this is possible only if

the distribution channel is effective and efficient.

15. It is recommended that every retailer should maintain at least one deep freezer so as to

avoid the quality of milk from getting bad and also it will help the milk remain healthy to

be sold on the next day, if it remains unsold.

16. It is recommended that the company must provide deep freezers to those retailers who have

high sale of the company’s milk. It will not only appreciate them, but at the same time it

would motivate other retailers as well to increase their sales

17. Unlike other brands, Haldiram’s must promote its milk through every retail shop by using

hoardings, banners, paintings, etc. This would attract customers towards these retail shops

and purchase the product milk.

18. It has to be ensured that the company must find out reasons why few of the retailers are

still not satisfied with the company’s milk. At the same time the company must also

maintain its healthy relations with the other retailers for its better future.

19. The company must do effective marketing for its milk. The milk needs to be promoted all

over the western region and also the quality has to be improved. This will make the un-

interested retailers to start selling Haldiram’s milk as demand for the same will arise.

CHAPTER – 8

CONCLUSION

CONCLUSION

Finally it is concluded that:

i. The company provides better service to retailers.

ii. It is important for the company to improve its quality of milk in order to compete with

other brands and also to increase their demand in the market.

iii. The company should come out with attracting offers and discounts for the retailers as that

of its competitors.

iv. The company needs to target the untapped market more efficiently so as to expand its

market.

v. The company needs special promotional activities to market its milk in the market.

BIBLIOGRAPHY

1.) Reference Books:

a) Marketing Management by Kotler, Keller, Koshy & Jha; Pearson Publication.

b) Marketing Management by Rajan Saxena; TATA McGraw Hill Publications.

c) Marketing Research by G.C. Beri, Tata McGraw-Hill Publication, 5th Edition.

d) Research Methodology by Gupta & Rangi; Kalyani Publishers.

2.) Journals & Magazines:

a) Economic Times

b) 4 P’s, Planman Media Publication

3.) Websites:

a) www.haldirams.com

b) www.wikipedia.org

c) www.google.co.in

http://www.haldirams.com/

http://www.wikipedia.org/

http://www.google.co.in/

ANNEXURE

1.) Questionnaire For Distributors:-

Haldiram Foods International Ltd.

Questionnaire

(For Distributors)

Name of respondent:

Name of firm:

Area:

Contact No.:

1. From how many years are you working with Haldiram’s?

a.) 1-3 years b.) 4-6 years c.) More than 6 years

2. How many areas/routes do you cover?

a.) 1 b.) 2 c.) 3 d.) 4 d.) More than 4

3. How many outlets do you cover per route?

a.) 10-15 b.) 16-20 c.) 21-25 d.) More than 25

4. What is the volume of your milk per day?

____________Litres _______________Pouches

5. What is the number of milk retailers in your area?

_____________

6. How much time you take to deliver in each route?

__________am/pm TO ________am/pm

7. Is the milk supplied to you in appropriate condition?

a. Yes

b. No

8. Does the company gives you additional supplies (when required) on time?

a. Yes

b. No

9. What kind of pattern do you follow while ordering milk?

______________________________________

10. What type of complaints do you face in the market from the retailers?

______________ _______________ _________________ ______________

11. Are you satisfied with the actions taken by the company for any complaints?

a. Yes

b. No

12. Are you satisfied with the supply pattern of Haldiram’s?

a. Yes

b. No

2.) Questionnaire For Retailers:-

Haldiram Foods International Ltd.

Questionnaire

(For Retailers)

Name of respondent:

Name of firm:

Area:

Contact No.:

1. Do you sell Haldiram’s milk?

a. Yes

b. No

2. If no, why?

___________________________________________

3. Which other brands of Milk do you deal in? Please name them.

_____________ ____________ ____________ _____________

_____________ ____________ ____________ _____________

4. Milk is available with you from __________AM / PM to ________AM / PM

5. Milk is supplied to you by: Distributor OR Company

6. What is the approximate amount of milk you sell daily?

_______ Litres _______ Pouches

7. What brands of milk do customers generally ask for?

a.__________, b.__________, c. __________, d. __________

8. Which milk brands do you push/promote to consumers from your side?

a.__________, b.__________, c. __________, d. None

9. How much milk do you order daily (pouches / litres) brand-wise?

_______________- Lit; ______________ - Lit; _______________- Lit

_______________- Lit; ______________ - Lit; _______________- Lit

10. What is the margin that you earn per Litre?

_______________/Lit; ______________ /Lit; _______________/Lit

_______________/Lit; ______________ /Lit; _______________/Lit

11. What other incentives do you get from company / distributor?

_________________________________________________________________

12. Which milk brand gives you maximum margin:

a.__________, b.__________, c. __________, d. __________

13. Which brand gives you additional supplies (when required) on time?

a._____________, b._____________, c. _____________, d. None e. All

14. Do you face late delivery/non-availability problems from company / distributor?

a. Yes

b. No

15. Number of deep freezers you have (please tick): 1 2 3 None

16. These deep freezers were - Purchased by you OR Given by ___________

17. Any promotional material given to you by (brand): a. _________________________

b. _____________________________ c.______________________________

18. Are you satisfied with the present brand of milk that you are selling?

a. Yes

b. No

19. Are you interested in selling Haldiram’s milk?

a. Yes

b. No

20. If no, why?

__________________________________________