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Final project Document Transcript

  • 1. Introduction Need Scope ObjectivesMethodologyLimitations 1
  • 2. INTRODUCTIONOne must have a contemporary understand of this dynamic world tosurvive or proper therein. Never in the past has the role of manager in India ascrucial and exciting as now. The ongoing economic reforms programme hascreated infinite opportunities. There has been an increase in milk income graduallydevelopment have broadened the knowledge of consumers. They have nowbecome choosy resulting in winners & looser at the same time winners those whomonitors needs, identifies opportunities and create value. It is the marketplace not the factory that ultimately determines which company will succeed.Marketing is practiced not only by manufacturing concern & their channelmembers but all kinds of individuals and organization. No politician can get therequired votes to win and no” r e s o r t ” t h e n e e d e d t o u r i s t t o f l o u r i s hw i t h o u t d e v e l o pi n g a n d c a r r yi ng o u t t h e s o u nd marketing plans.Authentic market practice is not the art of selling what you make as much asknowing what to make. It is the art of identifying and understanding customer‟sneeds and coming up with solution that satisfies them and produces riches forfirm‟s profitability. 2
  • 3. As we all know, future is always uncertain. More precisely when there is volley ofbrilliant competitors and each wants to be the market leader. So in the light ofintense competition satisfaction through product innovation maintaining thestandard quality their in, failing which no amount or deal of promotionalmeasure or scheme can compensate at length. Competitive forces have compelledthe companies to focus on specific segment of the market with frequent productinnovation and rather new products and launching thereof with greater confidence.The present study gives special emphasis on the various strategies to be adopted byVisakha to c o u n t e r H e r i t a g e s a l e s i n Vi s a k h a p a t na m. T h e e n t i r es t u d y h a s b e e n d i v i d e d i n t o c h a p t e r s a n d further subdivided intosegments from each dealing with a separate aspect in a simple and lucidstyle and clarification has been given top priority throughout the project 3
  • 4. NEED FOR THE STUDYConsumer preference study programs help in marketing the product. Marketerscan be satisfied with the maximum consumers for the product if they study thepreference of consumers. Here my survey deals with the consumer‟s preference inthe utilization of milk via highway in Visakhapatnam dist.In early days consumers went to milk centers. They stood in a line or queued tobuy the product. But the scenario has changed drastically with the market beingfledged by a wide variety of brands and the volumes and prices, desired andaffordable by the consumers under such circumstances it is that company whichdistinguishes its product from that of competitors is bound to succeed. Thecompany has to mould its product to suit the consumer, his needs, wants, place ofpurchase, personality and so on.Milk is obtained from different chilling centers, collected and pasteurized, excessamount of fat is removed in the processing and maintaining required amount offat.Milk contains fat, vitamins and mineral. Milk is consumed regularly in each andevery house. Milk is complete food for infants and is partially taken by adults alsoeither directly taken as milk or indirectly taken as tea or coffee. How ever theimportance of milk may be briefly mentioned here and the preference attached toits study as a subject for the project work may be self – explanatory. 4
  • 5. SCOPE OF THE STUDYAs learning is a human activity and is as natural, as breathing. Despite the fact thatlearning is all pervasive in our lives, psychologists do not agree on how learningtakes place. How individuals learn is a matter of interest to marketers. They wantto teach consumers in their roles as their roles as consumers. They want consumersto learn about their products, product attributes, potential consumers benefit, howto use, maintain or even dispose of the product and new ways of behaving that willsatisfy not only the consumer‟s needs, but the marketer‟s objectives.The scope of my study restricts itself to the analysis of consumer preferences,perception and consumption of Cadbury and Nestle Chocolates. There are manyother brands of chocolates available but my study is limited to two major playersof chocolates leaving behind the others. The scope of my study is also restrictsitself to Mumbai region only. 5
  • 6. OBJECTIVE OF THE STUDYThe most important objective of the project is that it is obligatory on the part of thestudent of M.B.A. programme to undergo the convention of the businessadministration in the partial fulfillment of M.B.A. degree besides, projectstudy is a sort of practical training of eight weeks thus the students arebenefited by undertaking such a study as it helps organization inovercoming administrative, financial, marketing and other problemswhatever they may be interested in for the sake of simplicity theobjectives of this study can be classified under three heads:PRINCIPAL OBJECTIVES To find out the various strategies to be adapted by Visakha to counter milk sales of Heritage in Visakhapatnam. To find various ways to increase Visakha milk sales in Visakhapatnam. To discover the various factors which hurdles people to take Visakha milk. To identify various factors which motivates people to use Visakha milk. To discover the main reason beyond shifting of customers from Visakha milk to other milk. The other objective is to know about the customer satisfaction level associated with the product and the customer preference level. To increase customer satisfaction and recapture the market share by fulfilling the customer needs. To study the factors affecting the consumption pattern. 6
  • 7. METHODOLOGYCOLLECTION OF DATAThe data was collected from two different sourcesPRIMARY DATAThe primary data has been collected with the help of a questionnaire, preparedspecially for the retailers and consumers to be administered for their responses Questionnaire Direct Interview.SECONDARY DATASecondary data is what the researcher collects from different sources. It also helpsto get elaborate information to do the research.Secondary data has been collected from Books Magazines Internet Company annual reports Research papers Govt. Publications Past Records and Files Journals and periodicals pertaining to different brands and segments of milk. 7
  • 8. LIMITATIONSLimitations of study and difficulties encountered:N o t h i n g i n t h i s u n i v e r s e i s f r e e f r o m L i mi t a t i o n s a n d p r e s e n tp r o je c t i s n o t a n exception to it. Due to certain restrictions on the partof potential customers as well as actual customers and Suppressed andbiased responses from them, appropriate figure for relevant data and theirinterpretation precisely could not be ascertained, Due to time and budgetary constraint, the sample size was restricted. The salesmen at the outlets showed their discontent with the tight schedule. Most of the retail respondents showed their discontent with the company for its unsystematic distribution, replacement, short supply, incentives, margin and so they were reluctant to talk about the company. People of the region were not conscious about the survey, so they were not much supportive. Nearly about 30% population of the city takes the service of servants to bring their milk from market and reason for their brand selection was not known. M a n y p e o p l e d o n o t k n o w t h e ms e l v e s wh y t h e y u s e a n y p a r t i c u l a r b r a n d a s t h e i r answer was “we use ……brand because we like it” so the actual reason behind their l i k i n g wa s n o t c o n f i r me d . Many retailers do not like to interact because of t h e i r business. People are not interested to fill questionnaire as they think it as wastage of time, this is again because of less scope of research in India. 8
  • 9. Industry profileCompany Profile 9
  • 10. INDUSTRY PROFILEINTRODUCTIONMilk producing animals have been domesticated for thousands of years. Initially,they were part of the subsistence farming that nomads engaged in. As thecommunity moved about the country, their animals accompanied them. Protectingand feeding the animals were a big part of the symbiotic relationship between theanimals and the humans.Slowly people in agricultural societies owned dairy animals that they milked fordomestic and local (village) consumption, a typical example of a cottage industry.The animals might serve multiple purposes (for example, as a draught animal forpulling a plough as a youngster, and at the end of its useful life as meat). In thiscase the animals were normally milked by hand and the herd size was quite small.This small cottage industry took the shape of Dairy farming. Dairy farming is aclass of agricultural or an animal husbandry enterprise, for long-term production ofmilk, usually from dairy cows but also from goats and sheep, which may be eitherprocessed on-site or transported to a dairy factory for processing and eventualretail sale. Dairy farming has been part of agriculture for thousands of years. Untilthe late 19th century, the milking of the cow was done by hand. The first milkingmachines were an extension of the traditional milking pail. With the availability ofelectric power and suction milking machines, the production levels increasedtremendously. With industrialisation and urbanisation, the supply of milk became acommercial industry, with manufacture of many by products like Cream andbutter, Skimmed milk, Casein, Cheese, Whey, Yogurt, Milk powders etc. 10
  • 11. DAIRY INDUSTRY IN INDIAIndian dairy Industry - a profileThe Dairy Industry in India made rapid progress, particularly during the last twodecades. Today, INDIA occupies first position in milk production in the world,surpassing the U.S. Today, India is The Oyster of the global dairy industry. Itoffers opportunities galore to entrepreneurs worldwide, who wish to capitalize onone of the worlds largest and fastest growing markets for milk and milk products.A bagful of pearls awaits the international dairy processor in India. The Indiandairy industry is rapidly growing, trying to keep pace with the galloping progressaround the world. The liberalization of the Indian economy beckons to MNCs andforeign investors alike. The credit definitely goes to operation flood, which hasplayed a key role in the development of dairying.The employment potential of Indian Dairy sector is substantial. This sectorprovides additional income and generates job opportunities for 180 million farmerfamilies. More than 70% of marginal farmers and labourers maintain dairy animalsto supplement their incomes.In India, there are 10.1 million farmers who are members of 77,000 village DairyCo-operative Societies, each of which is affiliated to one of 170 district andregional Co-operative Unions, which in turn are a part of state Co-operativeunions, which in turn are apart of a state Co-operative Marketing Federation. TheCo-operative sector has contributed significantly for the success of WhiteRevolution in India. There are more than 97,000 milk Co-operative Societies in264 districts. 11
  • 12. This sector is growing at the rate of 6.5% per annum. The first large scale andsystematic breakthrough in Dairy operation milk producers union was at ANAND(ANAND MILK UNION LIMITED) , Gujarat abbreviated to “AMUL” which invernacular means HIGHLY VALUABLE or “BEYOND ALL PRICES”.INDIAN DAIRY CORPORATION (IDC):The INDIAN DAIRY CORPORATION (IDC) was set up under companies Acton 13th Feb 1970. It is a government of India under taking. The immediate need toset up IDC was to handle the “OPERATION FLOOD”. It became mainly afinancing – cum promotional agency of central government.OBJECTIVES: To promote dairy industry in the country. To assist the state government and other organization including co- operative societies interested in the promotion of dairy industry to meet the requirement of milk & milk products. To provide a package of technical inputs for enhancement of milk production. Resettlement of city based cattle in the rural areas. To assist in expanding the capacity and operation of existing dairies in big cities and rural areas. To assist development of allied industry required to meet the needs of dairy development. 12
  • 13. DAIRY INDUSTRY IN ANDHRA PRADESH:The milk producers have faced a lot of problems in the process of production andmarketing of milk namely improper transport facilities, poor technology andabsence organized system of processing, marketing and pricing. It was at thiscontext, that the Govt. of A.P. has viewed to continue a „DAIRYDEVELOPMENT CORPORATION‟ to safeguard the interests of milk producersand ensuring adequate supply of flush milk at a reasonable price to the urbanconsumers. As a result the „APDDCF‟‟ came into the existence on 2nd April, 1974.A.P. has an excellent potential for milk production with the progressive farmerswho are responsive to the new technology and scientific practices. 13
  • 14. DAIRY DEVELOPMENT PARTICULARSThe dairy development in A.P. according to 2008 figures has been presented in thefollowing table. Milk products factories 07 District dairies 10 Milk chilling centers 48 Milk collection centers 1400 Village milk producers co-operative societies 5200 Milk collection routes 267 Milk producers 57200 Villages covered for collection of milk 10000 Milk consumers 650000 Cattle feed plants 6 Women Members in Unions 5000 Cash paid to milk producers 62 Crores 14
  • 15. A.P. DAIRY DEVELOPMENT CO-OPERATIVE FEDERATION (APDDFC)APDDFC was constituted on 2nd April in 1974 with an aim to implementOPERATION FLOOD – 2 programme through active involvement of producers inorganizing milk production, procurement, processing and marketing a three – tierco-operation structure as per the national policy of government of India. The“Three – Tier” system consists of primary unions at district milk shed level andfederation at state level. Indian Dairy Development Corporation owns theresponsibility of implementation of operation flood programmes, which providesmoney assistance of up to 70% towards loans and 30% as subsidy.OBJECTIVES: 1. Development of infra – structure for procurement of milk in rural areas of A.P. and ensure assured market for milk products throughout the year as well as the best remunerative prices. 2. Fulfill the growing needs for milk & milk products of the consuming public in A.P and outside. 3. Organize the co – operative structure of milk producers at the village and district levels. 4. Supplement the programme extension and inputs with particular references to feed and fodder production and implement intensive cross – breeding programme for milk cows to increase milk production. 5. Carry out human resource development programme to provide effective leadership and management skills in the service of the rural producers. 15
  • 16. THE CO-OPERATIVE MILK PRODUCERS UNION IN A.P.:Sri Vijaya Visakha Co-operative Milk Producers Union,Vizag.The Godavari Co-operative Milk Producers Union, RAJAHMUNDRY.The Krishna District Co-operative Union, VIJAYAWADA.The Guntur District Co-operative union, VADLAMUDI.The Prakasam District Co-operative union, ONGOLE.The Nellore District Co-operative union, NELLORE.The Chittoor District Co-operative union, CHITOOR.The Cuddapah District Co-operative union, PRODDUTUR.The Kurnool District Co-Operative union, KURNOOL.The Nalgonda District and Co-operative Union, HYDERABAD.Medak District and Co-operation Union, MEDAK. 16
  • 17. COMPANY PROFILESri Vijaya Visakha Milk Producers Company Limited., [Visakha Dairy],Visakhapatnam in Andhra Pradesh, is having their procurement operations inCoastal Andhra districts, viz, Srikakulam, Vizianagaram, Visakhapatnam & in EastGodavari and Sales operations across India. The Government after consideringdairying as one of the instruments for bringing socio economic development in therural areas, To overcome this object, the Dairy was started in the year 1973 withhandling capacity of 10000 liters per day in Visakhapatnam under cooperative actwith milk procurement operations in 50 villages. Now the Dairy is procuring themilk from 2744 villages in Costal Andhra areas by serving 2,07,925 milkproducers.The Dairy was converted to Mutually Aided Cooperative Act-1995 in the year1999 as „Sri Vijaya Visakha District Milk Producers Mutually Aided Cooperative 17
  • 18. Union and the Dairy was converted to Company Act-1956 with effect from06.01.2006 as „SriVijayaVisakha Milk Producers Company Limited‟.The Procurement and Production graph growth is increasing year after year withmore participation of the rural farmers.Now the Visakha Dairy is one of the fastest growing Milk & Milk ProductsManufacturing organizations. M ISSION STATEMENTThe following is the mission statement of Visakha Dairy.“Visakha Dairy is committed to enhance the Milk Procurement through Technicalinputs by providing Quality services to our Member Producers by ensuringeconomic viability to improve socioeconomic conditions of our Members. VisakhaDairy is also committed to supply quality milk and milk products to consumers.Our Dairy shall become top dairy in the country with its inspired team ofemployees. We, the inspired Team of Employees are dedicated to  Co-operation  Honesty  Discipline & Time  Quality & Purity 18
  • 19.  Hard Working  Transparency  Trust & Belief on Organization  Mutual Respect  Skill Development  Education QUALITY POLICYVisakha Dairy endeavours to be one of the largest processors of milk andmanufactures of milk products in India. We are committed to provide hygienic,safe and nutritious products while meeting the statutory and legal requirements toachieve customer satisfaction and in-turn to improve the economy of our memberproducers. To this effect the management is committed to communicate,implement, maintain and continually improve the Quality and Food SafetyManagement Systems in the Dairy. 19
  • 20. THE GROWTH OF VISAKHA DAIRY Started Dairy with a handling capacity of 10000 LPD1966 - (Lts. Per Day) operations in Visakhapatnam.1973 - Union registered under cooperatives Act. Inauguration of 50000 LPD Visakha Cooperative Modern Dairy.1977 - By Sri.Jalagam Vengala Rao Chief Minister of AP. Inauguration of 25000 LPD MCC (Milk Chilling Center) at1980 - Narasipatnam. Joined as member of the AP Dairy Development Coop Federation1981 - Ltd. At AP level. Operation area of the Union extended to Srikakulam and1982 - Vizainagaram districts and the name changed to Sri Vijaya Visakha District Cooperative Milk producers Limited. MCC Srikakulam merged with Visakha Coop Dairy & capacity1985 - expanded from 12000 to 20000 LPD.1986 - Expansion 50000 to 100000 LPD.1987 - NMG (National Milk Grid) milk sales started. Expansion plant 100000 to 150000 litres per day. Establishment1989 - of milk producers & employees‟ education, health and medical welfare trust.1991 - Expansion of 150000 to 200000 LPD.1996 - Inauguration of 30000 LPD chilling center at Vizianagaram. 20
  • 21. 1998 - Inauguration of 13 MT powder plant at Visakhapatnam. Converted to Mutually Aided Cooperative Act‟95. Name also1999 - changed as “Sri Vijaya Visakha District Milk Producers Mutually Aided Cooperative Union Limited” Dairy expansion 200000 to 300000 LPD Commenced milk2000 - procurement in East Godavari District Commissioning of milk packing station at MCC Kakinada Inauguration of Aseptic packing station (APS) Commissioning of2001 - milk packing station at Hyderabad & sales started at Rajahmundary & Hyderabad. Dairy expansion 300000 to 500000 LPD Inauguration of milk2002 - pouch packaging station.2003 - ISO 9001:2000 & HACCP certification.2004 - Up gradation of HACCP to revised standard. Converted to Company Act‟56. Name also changed as “Sri2006 - Vijaya Visakha Milk Producers Company Limited” Inauguration of Aseptic packing station (APS) with New Tetra2008 - Pack A1 Machine 21
  • 22. OTHER ACTIVITIESVisakha Dairy is not only concentrating on the farmer‟s cattle welfare but isequally giving priority for the welfare of farmer families in different dynamics like….► HEALTH► EDUCATION► SOCIO-ECONOMIC MEASURESIn this process Visakha Dairy Chairman, Sri Adari Tulasi Rao established aWelfare Trust in 1989 named as Milk Producers and Employees EducationHealth and Medical Welfare Trust (MP & EEH & MW Trust).The main aim of the Trust is to extend Medical Health and Educational facilitiesparticularly to farmers and their families. In this direction the trust has establisheda modern hospital fully equipped with the latest technology and employedspecialists and super specialists. Further, it has established schools and colleges forrural poor and farmers children.The Trusts activities are being carried out in 8.25 acres of land in the vicinity ofcity of Visakhapatnam. Various social welfare activities have been undertakensince its establishment which was applauded by various Government officials,Chief Ministers, Parliamentarians, Ministers and other Public Figures. 22
  • 23. HealthKrishi Trust Hospital is one of the mostwell equipped and best Medical TrustHospitals in the Green City ofVisakhapatnam. The Hospital is a 100bedded modern multi – speciality cumcritical care referral hospital. To give thepatient best care round the clock, Thehospital is fully infrastructured with Hi-Tech equipment of world class quality toprovide best medical care. Krishi TrustHospital is situated in a quiet and sereneplace in Sheelanagar away from thenoise and pollution of the city. Hospital Equipment Nursing College 23
  • 24. EducationTrust provides the residential educationalfacility with subsidised rates for visakhadairy milk producers and employeeschildrens & general public also. Itprovides free education to orphansrecommended by the local village headsas well as to children who are belowpoverty level.Providing Education from Primary Levelto Junior College & Nursing College.Computer education is provided from3rd class onwards. The trust hasResidential facility for 300 Students. School 24
  • 25. The trust believes in value basededucation. The teacher student ratio is1:25 in true spirit. Students aredisciplined and hard working, so everyyear the school gets good results in thegeneral public exams. The aim is toimpart qualitative education.There is a well equipped Laboratory,Library, Multi Media Computer Lab. Wehave a playground with sports facilities.Our Students are selected for nationalsports, and sports academy in AndhraPradesh College & Hostel 25
  • 26. Socio-Economic MeasuresVarious social welfare activities havebeen taken up by the Trust. Among theother activities, the Trust has provideddrinking water to rural poor by diggingBore Wells in villages and arrangingwater channels for farmers by diggingold and new reservoirs, and alsoconstructed bridges on rivers, wherecrossing rivers were impossible for ruralpeople in rainy season.Major task of the Trust is identifying,training, providing employment toweaker sections who are not having anysupport from the society. Hither theTrust has provided employment directlyand indirectly to 300 people.Providing Employment to Physically Handicapped, every Year by Conductinginterviews with cooperation of visakha dairy. Providing employment to women,who are physically abused by their family and who have no other source of living.roviding hearing aids to deserving deaf people after a thorough check-up by theconcerned physicians, providing wheel chairs to the physically handicapped people 26
  • 27. VISAKHA MILK 27
  • 28. MILK PRODUCTS 28
  • 29. Marketing Department 29
  • 30. Theoretical Framework 30
  • 31. MARKETINGMarketing is the process of identifying, anticipating and then meeting the needsand requirements of consumers in order to make a profit. In contrast, sellinginvolves persuading customers that your products or services provide the benefitsthat they are looking for.You can therefore see that there is an important difference between marketing andsales. Marketing puts the needs of the customer first. Through market research, it ispossible to find out about customer tastes and requirements.In contrast selling takes place after marketing has helped the business to identifythose sorts of goods that customers are looking for. The sales person is convincedthat theirs is the best in the market. It is their job to then convince customers thatthis is the case.Aims of marketing departmentMarketing involves a range of processes concerned with finding out whatconsumers want, and then providing it for them. This involves four key elements,which are referred to as the 4Ps (the marketing mix). A useful starting pointtherefore is to carry out market research to find out about customer requirements inrelation to the 4Ps. 31
  • 32. Market researchThere are two main types of market research: Quantitative research involvescollecting a lot of information by using techniques such as questionnaires and otherforms of survey. Qualitative research involves working with smaller samples ofconsumers, often asking them to discuss products and services while researcherstake notes about what they have to say. The marketing department will usuallycombine both forms of research.The marketing department will seek to make sure that the company has amarketing focus in everything that it does. It will work very closely withproduction to make sure that new and existing product development is tied inclosely with the needs and expectations of customers.Modern market focused organisations will seek to find out what their customerswant. For example, financial service organisations will want to find out about whatsort of accounts customers want to open and the standard of service they expect toget. Retailers will seek to find out about customer preferences for store layouts andthe range of goods on offer. Airlines will find out about the levels of comfort thatcustomers desire and the special treatment that they prefer to receive.A useful definition of marketing is the anticipation and identification of customerneeds and requirements so as to be able to meet them, make a profit or achieveother key organisational objectives. 32
  • 33. The marketing department of a firm that produces milk carries out research to findout the sorts of new developments that their customers are looking for. They askcustomers to tell them what improvements they would like to see to existingproducts and what new products they would like developing. They test market arange of possible products on customers. As a result of the marketing process theyare able to come up with the most suitable products. Nature and role of marketingAll modern organisations engage in marketing so as to be able to please and winthe loyal support of their customers. Gillette engages in marketing to find out aboutthe needs and requirements of shavers, banks engage in marketing research to findout about its customers financial services requirements, and the Inland Revenueengages in market research to find out about the needs and requirements oftaxpayers and other clients, dairy industry engages in market research to find outabout the competitors in the market and how to tackle the problem of competition.The Chartered Institute of Marketing uses the following definition of marketing:Marketing is the management process responsible for identifying,anticipating and satisfying consumer requirements profitably.The definition places consumers at the centre of the organisations activities -whether they be consumers of Kelloggs Special K, the pupils or parents ofchildren at the local school, or people buying milk from the dairy. 33
  • 34. Some organisations are very close to their consumers - for example, a post office ina small town. For other organisations consumers may be thousands of miles away.The principle that the Consumer is King and Queen is just as relevant to theorganisation engaged in marketing.There are a number of key ingredients to the Chartered Institute of Marketingdefinition:Identifying - This will involve answering questions such as How do we find outwhat the consumers requirements are? and How do we keep in touch with theirthoughts and feelings and perceptions about our good or service. This is a keypurpose of market research.Anticipating - Consumer requirements change all the time. For example, as peoplebecome richer they may seek a greater variety of goods and services. Anticipationinvolves looking at the future as well as at the present. What will be the Next BestThing (NBT) that people will require tomorrow.Satisfying - Consumers want their requirements to be met. They seek particularbenefits. They want the right goods, at the right price, at the right time in the rightplace.Profitability - Marketing also involves making a margin of profit. An organisationthat fails to make a profit will have nothing to plough back into the future. Withoutthe resources to put into ongoing marketing activities, it will not be able toidentify, anticipate or satisfy consumer requirements. 34
  • 35. Marketing modelPeople often get confused between the marketing of a product and the selling of aproduct. Marketing is concerned with identifying, anticipating and meeting theneeds of customers in such a way as to make a profit for the organisation. Marketresearch is thus an important element of marketing because this is the processinvolved in finding out what customers want. Meeting customer requirements theninvolves applying a relevant marketing mix i.e. providing the right product, at theright price, through the right distribution channels (place) and supported by themost suitable promotional and advertising activity.Strategic and tactical marketingMarketing operates at two levels within the organisation.1. At one level marketing is a strategic discipline - it is concerned with major longterm decisions that affect the whole organisation. 35
  • 36. In particular strategic marketing involves seeing marketing activity as beingessential to everything the organisation does. Given this strategic approacheveryone in the organisation has a responsibility for meeting needs of internal andexternal customers.2. As well as strategic marketing, marketing activity is also concerned with tacticalmarketing. Tactical marketing is all about applying the marketing mix in the mostappropriate way. Tactical marketing involves such activities as:organising relevant promotions,setting prices, and adjusting price in line with customer expectations, what thecompetition is doing etc.positioning the product, and periodically organising relaunches and adjustments tothe product in line with changing market conditions.organising the most appropriate channels through which to distribute the product.The most appropriate marketing model is one that combines marketing strategywith tactics to create a totally customer facing organisation.Market planningMarketing is the process of developing and implementing a plan to identify,anticipate and satisfy consumer demand, in such a way as to make a profit. Thetwo main elements of this plan are market research to identify and anticipatecustomer requirements and the planning of an appropriate marketing mix to meetthese requirements. Market research involves gathering and recording informationabout consumers, market, product, and the competition in an organised way. 36
  • 37. The information is then analysed and used to inform marketing decisions. Thereare three main ways of gathering information for market research:1.From internal information already held by an organisation, e.g. details of existingcustomers and their spending habits.2. External primary information - i.e. information collected at first hand byinterviewing customers and potential customers to get their views about acompany, products and services.3. External secondary information - using published sources of information e.g.those produced by marketing organisations about products, markets and brands.Marketing planning can then be used:1. To assess how well the organisation is doing in its markets.2. To identify current strengths and weaknesses in these markets.3. To establish marketing objectivesto be achieved in these markets.4. To establish a marketing mix for each market designed to achieve organisationalobjectives.A simple definition of market research is keeping those who provide goods andservices in touch with the needs and wants of those who buy the goods andservices.A marketing strategy is an overall marketing plan designed to meet the needs andrequirements of customers. The plan should be based on clear objectives. Anumber of techniques will then be employed to make sure that the marketing planis effectively delivered. Marketing techniques are the tools used by the marketingdepartment. The marketing department will set out to identify the most appropriatetechniques to employ in order to make profits. 37
  • 38. These marketing techniques include public relations, trade and consumerpromotions, point-of-sale materials, editorial, publicity and sales literature.Marketing techniques are employed at three stages of marketing:Market research enables the organisation to identify the most appropriatemarketing mix. The mix should consist of:the right productsold at the right pricein the right placeusing the most suitable promotional techniques.To create the right marketing mix, marketers have to ensure the following:The product has to have the right features - for example, it must look good andwork well.The price must be right. Consumers will need to buy in large numbers to produce ahealthy profit.The goods must be in the right place at the right time. Making sure that the goodsarrive when and where they are wanted is an important operation. 38
  • 39. The target group needs to be aware of the existence and availability of the productthrough promotion. Successful promotion helps a firm to spread costs over a largeroutput.Finally techniques need to be applied to monitor the success of marketing activity.For example when carrying out advertising it is helpful to track consumerawareness of the adverts and their messages. Evaluation can also take the place ofother aspects of the marketing mix e.g. which distribution channels were mosteffective? Was the chosen price the right one? etc. Business behaviour: marketingToday businesses have an increasing market focus. If organisations are to serve theneeds of their customers they need to be structured in such a way as to identify andmeet customer requirements.Businesses therefore need to behave in such a way that they recognise the needs ofthe customer.A company prospers best when everyone in it believes that success depends on theexcellence of his or her contribution. Short-term decisions made many times a dayby individuals determine the quality of that days work.The governing principle should be that everybody has a customer - either outsidethe company (the traditional customer) or inside the company (the internalcustomer). Both kinds of customer expect to be supplied with the product orservice they need, on time and as specified.The principle holds good for everyone in the company, whatever their level of skilland experience, whether their product is answering a telephone in a helpful way ormasterminding a major new project. It works to everyones benefit. 39
  • 40. It gives the individual genuine responsibility and scope for initiative and itvirtually guarantees that the companys performance will be improved.However, individual behaviours will only match the organisation objective ofbeing customer focused if the right sorts of structures are created. Hence theimportance of developing structures such as team working and empoweringemployees to make decisions rather than be told what to do.Advertising, promotion, packaging and brandingAdvertising, promotion, packaging and branding are important marketing toolswhich are used to make products and services more desirable and hence increasesales and profits.Any form of publicity is advertising. There are two main forms of advertisingalthough in practice the two are inter-related.The informational aspect of advertising involves providing information aboutproducts, services, or about important issues. For example, the governmentprovides information about the dangers of cigarette smoking, which is an exampleof informative advertising.Persuasive advertising goes further and uses a persuasive message, for example by:showing a famous personality (e.g. Film Stars) using the productcomparing the advantages of one product with anotherUsing sex appeal. 40
  • 41. There are a number of processes involved in producing effective advertising,including:identifying the most appropriate market segments to target the advertisingchoosing the best possible media, e.g. television, radio, posters etcprojecting the right message in the advertsgetting the timing of the advertisements righttracking the effectiveness of the advertising, e.g. checking to see how many peoplecan recall the advert and its message.Advertising is just one way of promoting a product. Promotion is the business ofcommunicating with customers. There are a number of ways of promotingproducts and services, including:in-store promotion e.g. giving away free samples in a supermarketpublicity in the media, competitions, and sponsorshipPR - public relations activities - i.e. presenting the public image of a company to awide audiencepresenting products in attractive packagingcreating an attractive brand for a product. SponsorshipPackaging typically refers to the material in which a product is packed - or morespecifically, the surface design on the material. However, a wider definitionincludes all the various aspects of presenting a product - e.g. the shape size andappearance of the packaging, colour and design, the convenience of using thepackaging etc. 41
  • 42. A brand is a product with a unique, consistent and well recognised character. Thebranding of the product therefore involves projecting and developing thischaracter. The uniqueness can come either from an actual product or from itsimage - usually created by its manufacturer through advertising and packaging.The consistency comes mainly from the consistence of its quality and performance,but it also reflects the consistency of the advertising and packaging. A brand iswell-recognised because it has been around for a long time. It takes years todevelop a brand.CONSUMER PREFERENCE 42
  • 43. All marketing starts with the consumer. So consumer is a very important person toa marketer. Consumer decides what to purchase, for whom to purchase, why topurchase, from where to purchase, and how much to purchase. In order to becomea successful marketer, he must know the liking or disliking of the customers. Hemust also know the time and the quantity of goods and services, a consumer maypurchase, so that he may store the goods or provide the services according to thelikings of the consumers. Gone are the days when the concept of market was let thebuyer‟s beware or when the market was mainly the seller‟s market. Now the wholeconcept of consumer‟s sovereignty prevails. The manufacturers produce and thesellers sell whatever the consumer likes. In this sense, “consumer is the supreme inthe market”.As consumers, we play a very vital role in the health of the economy local, nationalor international. The decision we make concerning our consumption behavioraffect the demand for the basic raw materials, for the transportation, for thebanking, for the production; they effect the employment of workers anddeployment of resources and success of some industries and failures of others.Thus marketer must understand this.Preference (or "taste") is a concept, used in the social sciences, particularlyeconomics. It assumes a real or imagined "choice" between alternatives and thepossibility of rank ordering of these alternatives, based on happiness, satisfaction,gratification, enjoyment, utility they provide. More generally, it can be seen as asource of motivation.In cognitive sciences, individual preferences enable choice of objectives/goals.The study of the consumer preference not only focuses on how and why consumersmake buying decision, but also focuses on how and why consumers make choice 43
  • 44. of the goods they buy and their evaluation of these goods after use. So for successof any company or product promotion it is very necessary to depart itsconcentration towards consumer preference.The underlying foundation of demand is a model of how consumers behave. Theindividual consumer has a set of preferences and values whose determination areoutside the realm of economics. They are no doubt dependent upon culture,education, and individual tastes, among a plethora of other factors. The measure ofthese values in this model for a particular good is in terms of the real opportunitycost to the consumer who purchases and consumes the good. If an individualpurchases a particular good, then the opportunity cost of that purchase is theforgone goods the consumer could have bought instead.We develop a model in which we map or graphically derive consumer preferences.These areThe consumer‟s objective is to choose the bundle of goods which provides thegreatest level of satisfaction as they the consumer define it. But consumers arevery much constrained in their choices. These constraints are defined by theconsumer‟s income, and the prices the consumer pays for the goods.THE THEORY OF THE CONSUMERConsumer make decisions by allocating their scarce income across all possiblegoods in order to obtain the greatest satisfaction. Formally, we say that consumersmaximize their utility subject to budget constraint. Utility is defined as thesatisfaction that a consumer derives from the consumption of a good. 44
  • 45. As noted above, utility‟s determinants are decided by a host of noneconomicfactors. Consumer value is measured in terms of the relative utilities betweengoods.These reflect the consumer‟s preferences.Theory of Consumer PreferencesConsumer preferences are defined as the subjective (individual) tastes, as measuredby utility, of various bundles of goods. They permit the consumer to rank thesebundles of goods according to the levels of utility they give the consumer. Notethat preferences are independent of income and prices. Ability to purchase goodsdoes not determine a consumer‟s likes or dislikes. .The Need to Understand Customer PreferenceHave you ever wondered why your company often loses relatively satisfiedcustomers? Why is it that customers will often indicate they are satisfied with howthey have been treated but then leave for a competitor at the first opportunity?Why is customer defection often unrelated to price? The answers to these and otherrelated questions are found in coming to an understanding of customerpreference.The idea that customers prefer one product or one service over another is not new.The ability to identify and measure the elements of such preference decisions withany accuracy and reliability has only recently become available.Research into this area of consumer behavior has brought understanding to some ofthe major issues with standard customer satisfaction research. 45
  • 46. Most importantly, we have come to realize that high customer satisfaction doesnot assure continued customer preference. Satisfaction research over the pastfifteen years demonstrates that high satisfaction scores, while a measure ofcorporate performance on a set of important criteria, do not adequately explain thecomposition of preference formation and therefore often serve as insufficientpredictors of sustained preference or what is normally referred to as customerloyalty.Loyalty as a concept has also shown itself to be difficult to define. Like beauty,loyalty is truly in the eye of the beholder. We understand there are different typesand degrees of loyalty and some of these are not appropriate in describing therelationship between a consumer and a company. However, preference (defined asThe power or ability to choose one thing over another with the anticipation thatthe choice will result in greater satisfaction, greater capability or improvedperformance) has demonstrated the ability to be effectively measured and toprovide meaningful insight into the choices consumers make when selecting oneprovider over another and when determining to continue a relationship over time. 46
  • 47. REASONED ACTION MODEL OF CONSUMER PREFERENCE Conviction that thechoice leads to certain desired functional outcomes Evaluation of the Attitude toward the outcomes behavior Conviction that thechoice leads to certain desired emotive outcomes Intention Preference Behavior Conviction that the choice is considered correct by others Subjective comparison normMotivation to comply with the opinion of others 47
  • 48. The important contribution of the reasoned action model is the realization thatconsumers utilize the model in all purchase experiences to a lesser or greaterextent. Of equal importance is the realization that the components used to make apreference decision are also the ones employed by a consumer to evaluate theperformance success of the product or service purchased and the companyresponsible for them. Therefore, as the components of preference change, theelements influencing satisfaction change accordingly.The relationship is dynamic and fluid therefore static or predetermined satisfactionanalytic packages often miss the most important elements of preference and cancreate a false sense of security on the part of companies who think that since theircustomer satisfaction scores are high they must in turn have relatively loyalcustomers. 48
  • 49. Data Analysis and Interpretation 49
  • 50. DATA ANALYSIS AND INTERPRETATIONI met around 100 sellers of milk and found the following information from theagent‟s answer of the relevant questionnaire. These charts are made according tothe found data on 100 questionnaires. 1. Total Number of shops for Visakha and Heritage. PRODUCT NO. OF RESPONDENTS VISAKHA 60 HERITAGE 40 NO. OF RESPONDENTS 70 60 50 40 30 NO. OF RESPONDENTS 20 10 0 VISAKHA HERITAGE 50
  • 51. BRAND PREFERENCE VISAKHA HERITAGEINTERPRETATIONHere, I have taken a sample size of 100 agents to understand the totalmarket share of Heritage and Visakha brands. We can see that VISAKHA has abetter share in the market than HERITAGE. Only 40% shops sell the HERITAGEout of 100 and 60% sell Visakha. This clearly indicates the preference levels ofVisakha among customers when compared to Heritage. 51
  • 52. 2. How many Crates of Visakha and Heritage do you sell in a day? PRODUCT NO. OF CRATES VISAKHA 790 HERITAGE 748 NO. OF CRATES 800 790 780 770 760 NO. OF CRATES 750 740 730 720 VISAKHA HERITAGE 52
  • 53. NO. OF CRATES SOLD ON A DAILY BASIS HERITAGE 49% VISAKHA 51%INTERPRETATIONSale of Visakha milk per day is 790 crates and sale of Heritage milk is 748 cratesper day. It is clearly evident that the sale of Visakha milk is better than the sale ofHeritage milk. 53
  • 54. 3. Is the availability of Visakha milk sufficient? RESPONSE NO. OF RESPONDENTS YES 80 NO 20 NO. OF RESPONDENTS 90 80 70 60 50 40 NO. OF RESPONDENTS 30 20 10 0 YES NO 54
  • 55. SUFFICIENCY OF MILK AVAILABILITY NO 20% YES 80%INTERPRETATIONIn my survey 80% agents are satisfied with the availability of Visakha milk and20% agents are not satisfied with the availability of Visakha milk. 55
  • 56. 4. Are you satisfied with product delivery time? RESPONSE NO. OF RESPONDENTS YES 57 NO 43 NO. OF RESPONDENTS 60 50 40 30 NO. OF RESPONDENTS 20 10 0 YES NO 56
  • 57. SATISFACTION WITH PRODUCT DELIVERY TIME YES NOINTERPRETATION53% of agents said that delivery time of Visakha Milk is good where as47% of agents felt that the delivery time of Visakha Milk is not so good causinginconvenience to the collecting agents. 57
  • 58. 5. Margin of Sales is sufficient or not? RESPONSE NO. OF RESPONDENTS YES 30 NO 70 NO. OF RESPONDENTS 80 70 60 50 40 NO. OF RESPONDENTS 30 20 10 0 YES NO 58
  • 59. Satisfaction with Margin of Sales YES NOINTERPRETATIONMost of the agents were not happy with the margin on sales paid to them byVisakha Dairy. The level of dissatisfaction is more than the level of satisfaction. 59
  • 60. 6. Behavior of milk delivery van driver is? RESPONSE NO. OF RESPONDENTS EXCELLENT 56 GOOD 24 AVERAGE 12 BAD 8 NO. OF RESPONDENTS 60 50 40 30 NO. OF RESPONDENTS 20 10 0 EXCELLENT GOOD AVERAGE BAD 60
  • 61. BEHAVIOUR OF DELIVERY VAN DRIVER EXCELLENT GOOD AVERAGE BADINTERPRETATIONIn my survey, I understood that 56% agents felt that the behavior of driver isexcellent, 24% agents said that it is good, 12% agents said that it is average and8% said that is bad. It means that on an average the behavior of the delivery vandriver is good. 61
  • 62. 7. Quality of Visakha Milk is RESPONSE NO. OF RESPONDENTS EXCELLENT 33 GOOD 46 AVERAGE 13 BAD 8 NO. OF RESPONDENTS 50 45 40 35 30 25 20 NO. OF RESPONDENTS 15 10 5 0 EXCELLENT GOOD AVERAGE BAD 62
  • 63. QUALITY OF VISAKHA MILK EXCELLENT GOOD AVERAGE BADINTERPRETATIONDuring the survey 33% agents said that the quality of Visakha milk is excellent,46% said good, 13% said average and only 8% said that the quality ofVisakha milk is bad. This gives a clear picture that visakha milk has to takecertain measures to improve the quality of milk to satisfy all the people. 63
  • 64. 8. Customer purchase milk because of FACTOR NO. OF RESPONDENTS PRICE 23 QUALITY 44 TASTE 10 AVAILABILITY 15 OTHERS 8 NO. OF RESPONDENTS 50 45 40 35 30 25 20 15 NO. OF RESPONDENTS 10 5 0 64
  • 65. REASON BEHIND BUYING MILK PRICE QUALITY TASTE AVAILABILITY OTHERSINTERPRETATIONIn my survey agents said that 23% customers purchase Visakha milk due to price,44% due to quality, 10% due to taste, 15% due to availability and 8% due to otherreasons. 65
  • 66. Report of ConsumerQ- Which Brand of milk do you use? PRODUCT NO. OF RESPONDENTS VISAKHA 47% HERITAGE 33% OTHERS 20% NO. OF RESPONDENTS 50% 45% 40% 35% 30% 25% NO. OF RESPONDENTS 20% 15% 10% 5% 0% VISAKHA HERITAGE OTHERS 66
  • 67. BRAND PREFERENCE BY CUSTOMERS VISAKHA HERITAGE OTHERSINTERPRETATIONDuring my survey it was observed that 47% consumers prefer Visakhamilk, while 33% consumers prefer Heritage milk and 20% consumers preferother Milk brands including loose milk supplied by milkmen. 67
  • 68. Q- How do you know about Visakha Milk? SOURCE NO. OF RESPONDENTS Advertisements 53% Shopkeeper 32% Others 15% NO. OF RESPONDENTS 60% 50% 40% 30% NO. OF RESPONDENTS 20% 10% 0% Advertisements Shopkeeper Others 68
  • 69. SOURCE Advertisements Shopkeeper OthersINTERPRETATIONWh e n c u s t o me r s we r e a s k e d h o w t h e y c a me t o k n o w a b o u tV i s a k h a M i l k , 53% of customers replied through advertisement, 32% ofCustomers replied through their local shopkeepers and 15% of customers repliedby other means. 69
  • 70. Q- What is the average Quantity of milk Consumed by you? QUANTITY NO. OF RESPONDENTS 2+ ltrs 30% 2 ltrs 45% 1+ ltrs 13% 1 ltr 12% QUANTITY CONSUMED 50% 45% 40% 35% 30% 25% NO. OF RESPONDENTS 20% 15% 10% 5% 0% 2+ ltrs 2 ltrs 1+ ltrs 1 ltr 70
  • 71. QUANTITY OF MILK CONSUMED 2+ ltrs 2 ltrs 1+ ltrs 1 ltrINTERPRETATIONI observed in my survey that 30% of consumers consume 2+ ltrs milk per day, 45%consumers consume 2 ltrs milk per day and 13 % consumers consume 1+ ltr perday, while only 12% consumers consume 1 liter of milk per day. 71
  • 72. Q- Why do you choose a particular brand? REASON NO. OF RESPONDENTS HOME DELIVERY 10% EASY AVAILABILITY 23% PRICE 22% QUALITY 45% NO. OF RESPONDENTS 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% NO. OF RESPONDENTS 0% 72
  • 73. REASON FOR BRAND PREFERENCE HOME DELIVERY EASY AVAILABILITY PRICE QUALITYINTERPRETATIONIt was observed during the survey that different persons consumea particular brand because of many factors. 10% of consumers consume aparticular Brand of milk because of Home Delivery, while 23% of consumersconsume a particular band of milk because of Easy availability and 22% ofconsumers consume a particular brand because of Price, 45% of consumersconsume a Particular brand because of Quality of the product provided tothem by the company. 73
  • 74. Q- Why are you using Visakha Milk? REASON NO. OF RESPONDENTS HOME DELIVERY 5% EASY AVAILABILITY 28% PRICE 16% QUALITY 51% NO. OF RESPONDENTS 60% 50% 40% 30% NO. OF RESPONDENTS 20% 10% 0% HOME EASY PRICE QUALITY DELIVERY AVAILABILITY 74
  • 75. REASON FOR PREFERING VISAKHA MILK HOME DELIVERY EASY AVAILABILITY PRICE QUALITYINTERPRETATIONWhen the customers using Visakha milk were asked why they use Visakha milk,5% of customers replied with the answer because of Home Delivery of theMilk, 28% of customers replied with the answer because of Easy Availability,while 16% of customers replied with the answer that because price is verygood and rest 51% replied that the quality of Visakha milk is very good. Somaximum number of customers prefer visakha milk because of its good quality. 75
  • 76. Q- Why are you not using Visakha Milk? REASON NO. OF RESPONDENTS HOME DELIVERY 9% EASY AVAILABILITY 18% PRICE 47% QUALITY 26% NO. OF RESPONDENTS 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% NO. OF RESPONDENTS 0% 76
  • 77. REASONS FOR NOT PREFERING VISAKHA MILK HOME DELIVERY EASY AVAILABILITY PRICE QUALITYINTERPRETATIONWhen customers not using Visakha milk were asked reason for not using theVisakha milk many reasons were found. 9% of the customers do notprefer Visakha because of its high price, 18% of consumers do notconsume Visakha milk because of non-availability of the Visakha milk attheir nearest shopkeepers, while 47% of customers do not use Visakha milkbecause of no home delivery service, 26% of consumers do not prefer Visakhamilk because of Low Quality of Visakha milk. So the response is mixed. 77
  • 78. Q- How do you Purchase Milk? RESPONSE NO. OF RESPONDENTS YOURSELF 83 HOME DELIVERY 17 NO. OF RESPONDENTS 90 80 70 60 50 40 NO. OF RESPONDENTS 30 20 10 0 YOURSELF HOME DELIVERY 78
  • 79. MODE OF PURCHASE YOURSELF HOME DELIVERYINTERPRETATION:When customers were asked, how they Purchase the milk 83% of customerssaid on their own, while 17% of the customers responded with the answerHome Delivery. 79
  • 80. Q- What is your overall experience with Visakha. RESPONSE NO. OF RESPONDENTS EXCELLENT 10% GOOD 61% FAIR 22% POOR 7% NO. OF RESPONDENTS 70% 60% 50% 40% 30% NO. OF RESPONDENTS 20% 10% 0% EXCELLENT GOOD FAIR POOR 80
  • 81. OVER ALL RESPONSE WITH VISAKHA EXCELLENT GOOD FAIR POORINTERPRETATION:When customers were asked what their overall experience with Visakhawas then, 10% of customers replied with the answer excellent, 61% customersreplied good, 22% customers replied fair and 7% of the customers responded withthe answer poor. 81
  • 82. AWARENESS PURCHASE PREFERENCE PRODUCT PREFERENCE VISAKHA 30% HERITAGE 26% JERSEY 6% DODLA 13% AGRIGOLD 15% OTHERS 10% PURCHASE PREFERENCE35%30%25%20%15%10%5%0% VISAKHA HERITAGE JERSEY DODLA AGRIGOLD OTHERS 82
  • 83. WHAT INFLUENCES CONSUMER TO BUY VISAKHA MILK? PRODUCT PREFERENCE ADVERTISING 12% WORD OF MOUTH 18% ATTRACTIVE PACKING 5% DEALER 5% PRICE 10% QUALITY 40% OTHERS 10% PREFERENCE45%40%35%30%25%20%15%10%5%0% 83
  • 84. FindingsSuggestions AnnexureBibliography 84
  • 85. FINDINGSFINDINGS OF RETAILER SURVEY  Heritage is offering more incentives than Visakha.  Heritage has started to offer chilling equipments.  Most of the retailers associate themselves with Visakha milk.  Visakha products are sold more than others.  Retailer if provided more cooling equipment promises to stock more Visakha products.  Retailers have problem of advertising material, schemes related material of Visakha.  Retailers are more interested in products of those companies, which offers more margins to them.  Visakha Milk becomes scarce during the time of festivals etc.  Visakha is not trying to introduce new products in the market.  The packing of Visakha Products in not so attractive. 85
  • 86. SUGGESTIONS Visakha should change the packing as it is not attractive and does not seem to be standard and hygienic. Visakha should make 24hour availability of milk in the market in order to improve their Sales. Visakha should offer more home delivery services to Increase sales Visakha should offer refrigerators on installments to retailers. Visakha should give emphasis on Punctuality and regularity in the Supply of milk. Visakha should offer promotional schemes to retailers as is done by Heritage. Visakha should offer some extra benefit to the customer and supplier. Visakha should offer promotional schemes to retailers as free sample, gift packs The organization should make elaborate arrangements for availability of milk at the time of festivals etc. Visakha should provide home delivery facility to their consumers. Visakha should launch some new products also. Visakha should emphasize to provide better quality than others instead of increasing the sale. Visakha should increase the number of retail shops, wher e the retail shops of Visakha is not available. Visakha should emphasize on advertisement also. 86
  • 87. PLEASE ANSWER ALL QUESTIONS ASKED IN THE QUESTIONAAIRE AND SEEK FOR HELP IF ANY THING IS NOT CLEAR OR UNDERSTOOD TO YOU.NAME OF CUSTOMER:OCCUPATION: ______________________________________ADDRESS: ______________________________________MOBILE NUMBER: ______________________________________No. OF FAMILY MEMBERS: 1 to 3, ( ) 3 to 5 ( ) , More than 5 ( )MONTHLY INCOME: BELOW 5000 ( ) 15000 to 20,000, ( ) 20,000 to 50,000, ( ) MORE THAN 50,000 ( )Q.No.1: Which brand of milk do you use?(a) Visakha ( ) (b) Vijaya ( ) (c) Others ( )Q.No.2: How do you know about Visakha Milk?(a) Advertisement ( ) (b) Shopkeeper ( ) (c) Others ( )Q.No.3: Quantity used by you (In liter)?(a) 3 liters ( ) (b) 2 liters ( ) (c) 1+ liters ( ) (d) 1 liter ( )Q.No.4: Reason to choose a particular brand?(a) Home Delivery ( ) (b) Easily Available ( )(c) Price ( ) (d) Quality ( ) 87
  • 88. Q.No.5: Reason for using Visakha?(a) Quality ( ) (b) Price ( ) (c) Availability ( )Q.No.6: Reason for not using Visakha ?(a) High Price ( ) (b) Non Availability ( )(c) Not regular supply ( ) (d) Bad Taste ( )Q.No .7: How do you purchase milk ?(a) Yourself ( ) (b) Home Delivery ( )Q.No.8: Response of customer about door delivery?(a) Yes ( ) (b) No ( )Q.No.9: Response regarding extra charges for door delivery?(a) Yes ( ) (b) No ( )Q.No. 10: What type of Visakha milk do you use?(a) Standardized ( ) (b) Full Cream ( )(c) Toned Milk ( ) (d) Loose Milk ( )Q.No.11: Change from one brand to another branda) Yes ( ) b) No ( ) 88
  • 89. Q.No.12: Over all experience with Visakhaa) Excellence ( ) b) Good ( )c) Fair ( ) d) Poor ( )Q.No.13: Your suggestion with respect to Visakha milk product?……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………. 89
  • 90. RETAILER SURVEY FORMName of the shop ___________________________Address: __________________________________________________Tel No.___________________________________________________Q.No.1: What are the milks you usually keep in your shop? a) Visakha b) Vijaya c) Tirumala d) Jersey e) Heritage f) OthersQ.No.2: Rate these milks in terms of volume of sales from 1 to 4 a) Visakha b) Vijaya c) Tirumala d) Jersey e) Heritage f) OthersQ.No.3: Does packing play any role in promoting sales? a) Yes b) NoQ.No.4: How do you sell the milk? a) At M.R.P b) Less than M.R.P c) More than M.R.PQ.No.5: How would you compare the services of Visakha and otherbrands on the following? Tick mark your preference a) Frequency of Visit of sales personnel Visakha ( ) Others ( ) b) Timely delivery Visakha ( ) Others ( ) c) Display Support Visakha ( ) Others ( ) d) Any other Visakha ( ) Others ( )Q.No.6: Customer purchase milk because of: a) Price b) Quality c) Availability d) All of theseQ.No.7: Behaviour of Delivery Van Driver a) Good b) Excellent c) Bad d) Average 90
  • 91. Q.No.8: Quality of Visakha Milk a) Good b) Excellent c) Bad d) AverageQ.No.9: Product delivery timea) Good b) BadQ.No.10: Customer‟s preference purchasea) Counter Purchase b) Door DeliveryQ.No.11: Margin on salesa) Yes b) NoQ.No.12: Payment Modea) Monthly b) Weekly c) Daily 91
  • 92. BIBLIOGRAPHYBOOKS ► Marketing management- Kotler Philip ► Marketing research- Malhotra K. Naresh ► Marketing Management- Berman B and Evans J.R ► Consumer Preference- Louden D.L. & Bitta Delia ►Advertising-Environment and operations- Newman A.J. and Cullen PINTERNET WEB PAGE www.visakhadairy.com Organizedretail.co.in marketing seminar. In Literature review on visakhadairy marketing.co.in 92