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Final mm project

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Final mm project

  1. 1. ACKNOWLEDGEMENTI take this opportunity in expressing my sincere gratitude to my teachers, guide andothers who have helped me in completing my project work in particular and mycourse in general.First of all I would like to express my thanks to management of the dairy forallowing me to complete my training there. I am thankful to Mr. Vijoy Kumar,Management Director, who arranged my training programme in the organization.I am thankful to Mr. Gyan Shankar Sir, Marketing Manager as well as mytraining guide at Muzaffarpur dairy & Mr. Dhananjay Kumar, for his properguidance, co-operation and valuable suggestions. It would be difficult task tocomplete this project report without his co-operation and guidance.I am extremely thankful to my able guide Dr. J. John Adaikalan, (Asst.Professor) Annamalai University, for his all along suggestions and dynamicguidance to me.And lastly that name who encouraged and assists me, every time in my life. Healways tries to boost up my morality therefore I easily overcome all hindrances.That name goes to my loving parents and all family members. [Manoj Prabhakar] 1
  2. 2. TABLE OF CONTENTCHAPTER TOPIC PAGE NO. 1. INTRODUCTION 3-32 a) Dairy industry profile b) About the company c) About the study d) Objective of the study e) Limitation of the study 2. RESEARCH METHODOLOGY 33-36 a) Study of the objective b) Research design c) Sampling technique d) Sampling plan e) Data collection methods f) Methods of analysis 3. DATA ANALYSIS AND INTERPRETATION 37-61 a) Anova test 4. FINDING AND SUGGESTION 62-64 5. CONCLUSION 65-71 a) Bibliography b) Appendix 2
  3. 3. Chapter: 1 INTRODUCTION 3
  4. 4. 1.1 DAIRY INDUSTRY PROFILE:Dairy enterprise is an important occupation of the farmer. In India, nearly70% of the people depend on agriculture. It is the backbone of India. It ismainly a rural occupation closely associated with agriculture. More than 2,445million people economically active in agriculture in the world, probably 2/3or even more ¾ of them are wholly or partly dependent on livestock farming.India is endowed with rich flora & fauna & continues to be vital avenue foremployment and income generation, especially in rural areas. The dairy sectorin the India has shown remarkable development in the past decade and Indiahas now become one of the largest producers of milk and value-added milkproducts in the world. The dairy sector has developed through co-operative inmany parts of the state. Traditionally, in India dairying has been a ruralcottage industry. Semi-commercial dairying started with the establishment ofmilitary dairy farms and co-operative milk unions throughout the countrytowards the end of the 19th century. In earlier years, many households ownedtheir own ‘family cow’ or secured milk from neighbors who had one. With theincrease in urban population fewer households could afford to keep a cow forprivate use & moreover there were other problems also like the high cost ofmilk production, problem of sanitation etc. restricted the practice; andgradually the family cow in the city was eliminated and city cattle were allsent back to the rural areas. Gradually farmers living near the cities tookadvantage of their proximity to the cities & began supplying to the urbanpopulation; this gave rise to the fluid milk –sheds we see today in every citiesof our country. Prior to the 1850s most milk was necessarily produced withina short distance of the place of consumption because of lack of suitable means 4
  5. 5. of transportation and refrigeration. The Indian Dairy Industry has made rapidprogress since Independence. A large number of modern milk plants andproduct factories have since been established. These organized dairies havebeen successfully engaged in the routine commercial production ofpasteurized bottled milk and various Western and Indian dairy products. Withmodern knowledge of the protection of milk during transportation, it becamepossible to locate dairies where land was less expensive and crops could begrown more economically. In India, the market milk technology may beconsidered to have commenced in 1950, with the functioning of the CentralDairy of Aarey Milk Colony, and milk product technology in 1956 with theestablishment of AMUL Dairy, Anand. Indian dairy sector is still mainly anunorganized sector as barely 10% of our total milk production undergoesorganized handling. Beginning in organized milk handling was made in Indiawith establishment of Military Dairy Farms. Handling of milk in co-operativeMilk Unions established all over the country on a small scale in the earlystages. Long distance refrigerated rail-transport of milk from Anand toMumbai since 1945 pasteurization and bottling of milk on a large scale fororganized distribution was started at Aarey (1950), Calcutta (Haringhata,1959 ), Worli (1961), Madras(1963) etc. establishment of Milk Plants underthe Five-Year plans for Dairy Development all over India. These were taken upwith the dual object of increasing the national level of milk consumption andensuing better returns to the primary milk producer. Their main aim was toproduce more, better and cheaper milk. 5
  6. 6. NATIONAL DAIRY DEVELOPMENT BOARD (NDDB):The National Dairy Development Board was created to promote, finance andsupport producer-owned and controlled organizations. NDDB’s programmesand activities seek to strengthen farmer cooperatives and support nationalpolicies are favorable to the growth of such institutions. Fundamental toNDDB’s efforts are cooperative principles and the Anand pattern ofcooperation.A commitment to help rural producers help themselves has guided the DairyBoard’s work for more than 30 years. This commitment has been rewardedwith achievements made by cooperative dairies in milk production,employment generation, and per capita availability of milk, foreign exchangesaving and increased farmer incomes.The National Dairy Development Board (NDDB) has replaced exploitationwith empowerment, convention with modernity, stagnation with growth andtransformed dairying into an instrument for the development of Indianfarmers.The National Dairy Development board was created in 1964 in response tothe Prime Minister Lal Bahadur Shastri’s call to “transplant the spirit of Anandin many other places”. He wanted the Anand model of dairy development-with institutions owned by rural producers, which were sensitive to theirneeds and responsive to their demands-replicated in other parts of thecountry. 6
  7. 7. The Board’s creation was routed in the conviction that our nation’s socio-economic progress lies largely on the development of rural India.Thus NDDB’s mandate is to promote, finance and support producer-ownedand controlled organizations. NDDB’s programmes and activities seek tostrengthen farmer cooperatives and support national policies that arefavorable to the growth of such institutions.NDDB believes that the 7,000-crore(Rs.70-billion) milk cooperative market isgetting much more competitive and wants to strengthen the position ofcooperatives through a multi- pronged action plan with an outlay of Rs. 800crores (Rs.8-billion). This includes using MDFL to enter into 51:49 jointventure companies with state cooperative federations to assist them withmarketing value added products and to help them in other ways to becomeself-reliant enterprises. 7
  8. 8. Co-operative companies playing in Dairy industry and its brands:STATES CO-OPERATIVE UNIONS BRANDSAndhra Andhra Pradesh Dairy Development co- VijayaPradesh operative Federation Limited(APDDCF)Bihar Bihar State Co-operative Milk Producers Sudha Federation Limited(COMPFED)Gujarat Gujarat Co-operative Milk Marketing Amul,Sagar Federation Limited(GCMMF)Haryana Haryana Dairy Development co-operative Vita Federation Limited(HDDCF)Himachal Himachal Pradesh State Co-operative MilkPradesh Producers Federation Limited (HPSCMPF)Karnataka Karnataka Co-operative Milk Producers Nandini Federation Limited(KMF)Kerala Kerala State Co-operative Milk Marketing Milma Federation Limited (KCMMF)Madhya Madhya Pradesh state Co-operative dairy Sanchi,Pradesh Federation Limited(MPCDF) Shakti,SnehaOrissa Orissa State Co-operative Milk Producers Omfed Federation Limited (OMFED)Utter Pradeshik Co-operative dairy Federation ParagPradesh Limited(PCDF)Punjab Punjab State Co-operative Milk Producers Verka Federation Limited(MILKFED) 8
  9. 9. Rajasthan Rajasthan Co-operative Dairy Federation Saras Limited(RCDF)Tamil Nadu Tamil Nadu Co-operative Milk Producers Aavin Federation Limited(TCMPF)West West Bengal Co-operative Milk Producers BenmilkBengal Federation Limited(WBCMPF)Goa Goa State Co-operative Milk Producers Union Goadairy LimitedJammu Jammu Co-operative Milk Producers Jamfed Federation LimitedPondicherry Pondicherry Co-operative Producers Union Ponlait LimitedSikkim Sikkim Milk Producers Union Limited SikkimilkTripura Tripura Co-operative Milk Producers Union Gomati Limited 9
  10. 10. 1.2 ABOUT THE COMPANY:-Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar is thelargest milk union in the eastern part of India- an industrially deprived region,14th January ,1991 was the day when Muzaffarpur dairy was handed over byBihar State Cooperative Milk Producers Federation limited (COMPFED) tomanagement of Milk Union.The cooperative dairying, in the region encompassing Muzaffarpur, Sitamarhi,sheorhar, Motihari, Bettiah, Siwan and Gopalganj district, was in thedoldrums. Production had stagnated and per capita consumption was fallingdown. Farmers in the villages, involved in dairying as an occupation, werecompelled to sell milk to middle man at low prices because of the absence ofthe effective regulatory market intervention. In this worsening scenario thefarmers of the region, under the influence of the milk union decided to formdairy cooperatives and sell the milk directly to the cooperative insteadthrough the middle man route. Forming of cooperative offered its owndifficulties, here was an illiterate farming community being told to form amodern cooperative and market their milk directly, It also met withopposition from local operators, the middleman that it employed. The co-operative struggled against all odds for year and it survived, and eventually itthrived. Previously the milk procurement was as low as 30 TKPD and the leanflush ratio was 1:2.5.Today there are more than 61000 farmers who are members of 1092 villagedairy cooperative societies pour milk in DCS. From a total procurement of0.90 million tons from our DCS in 1992, the production has gone up to more 10
  11. 11. than 6.0 million tons in the last one decade or so. This means that crores ofrupees as on today is flowing back into the rural economy directly to benefitthe poorest of the region who were earlier tend to migrate to other states(mainly Punjab, Haryana) in search of their bread and butter. As on todayabout Rs.5-6 crores is being pumped to the rural village from our unionagainst purchase of milk in each month.Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Biharcreated modern value – Added processing and production facilities. It has arange of delicious Indian sweets under the brand name of “SUDHA” in its foldviz Rasgula, Gulabjamun, Peda, Kalakand, Milk cake, Misthi Dahi, Sweetenedcondensed milk product called Sudha Special, Paneer. Now “SUDHA” has beenthe synonymous of quality in the area of milk and milk products and hasbecome household name in the eastern part of the country. Two new freshproducts i.e. Ramdana Lie and Kaju Barfi have been introduced recently. Theirdemand in market is very much encouraging.Request for Technology transfer for Indigenous milk products by MotherDairy, Delhi speaks about our competency in area of product development.Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar hasfirst introduced Peda making machine in this part of region to cater to need ofgrooming demand of desiccated milk products.Modern technologies in animal breeding and feeding have been adopted by asignificant number of farmers. The conditions for long term growth inprocurement have also been created. Technical input services includingartificial Insemination, balanced cattle feed/bypass proteins fed, better fodder 11
  12. 12. varieties and emergency veterinary health services have not only helped inraising and sustaining milk production but have also ensured a better qualityof life in the village. All these could happen because farmer’s productivecapacity has been linked with professional management in fine tuning.When farmer have structure like Tirhut Dugdh Utpadak Sahkari SanghLimited, Muzaffarpur Dairy at their command with the close assistance ofefficient professional management, they have the means to ensure that thefruits of science and technology reach all those who benefits. It is only whensuch structures exist those farmer’s develop confidence getting an assuredremunerative price for their produce. This is turn stimulated investment inproductivity. Further, farmers also demand the delivery of services and inputsthey need to realize returns on their investment. Such structure can perhapseducate farmers to the fragile nature of the environment and the need toconserve it.Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar hasbeen identified by NDDB as one of the largest milk union in Eastern Indiawhere clean milk Production scheme has been launched. Now villagecooperatives in a village are a clean well and orderly placed. The villages arecleaner, better-fit and more orderly before our cooperatives began to operate.When the people of a village see cleanliness, sanitation, hard work anddiscipline in the cooperative and when they know that the cooperative servesthem well, does it not lead them to bring more of these qualities in to theirown life? 12
  13. 13. Besides rural employment the union gas also created urban employmentsignificantly by engaging dealers and retail outlet for its variety of wholesomeproducts.The Muzaffarpur Dairy has adjudged the best performing dairy for the year of1997-98. Cost reduction and technology Management, Modernization ofprocess and plant technology, quality assurance program leading to ISO9000:2000 and HACCP certification, high tech information management andhigh profile human resource Management, all are measures under way toupdate the technology available to rural producers / our employees / ourcustomers / our suppliers / our dealer / our retailer /all one associates director indirect and so further improve their socio – health.The union has been conferred with “National Industries Excellence Award” byworld economics process society (WEPS) new Delhi for its contribution inSamman puruskar by Indian economic development and research association(IEDRA) New Delhi for its significant contribution towards socio- economicgrowth of rural India by providing rural employment The impact of TirhutDugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar, establishedin the region, resulted “Pride of India” award, International Gold starMillennium Award & Kohinoor Award conferred to its managing Director. 13
  14. 14. Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar At a Glance 1. Year of Establishment 1982 2. Initial Plant Capacity 25000 Liters 3. Present Plant Capacity 100000 Liters 4. Handling Capacity 65000 Liters 5. Storing Capacity 127000 LitersChilling Centers at TIMUL 1. Sitamarhi 15000 LPD 2. Motihari 15000 LPD 3. Gopalganj 4. Sahebganj 5. Bettiah 15000 LPD Numbers of Tankers 1. Small tankers 12 2. Big tankers 7 14
  15. 15. Marketing areas  Muzaffarpur  Motihari  Bettiah  Raxaul  Sitamarhi  Gopalganj  Siwan  Sahebganj Organized DCS: 949Mode of Disposal: Rail & Road Milk Tanker 15
  16. 16. HISTORY OF COMPFEDThe Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) wasestablished in 1983 as the implementing agency of operational floodprogramme of dairy development on “Anand” pattern in Bihar.Area of OperationThere are six district level Milk producers Co-operative Unions affiliated tothe Milk Federation. These milk unions are covering twenty –six districts andin addition five districts are being covered by the Federation.1. Vaishali Patliputra Milk Union, Patna: - Patna, Vaishali, Nalanda, Saranand Siwan districts.2. DR Milk Union, Barauni: - Begusarai, Khagaria, Lakhisarai, Shekhpura andsome village of Munger and Saharsa districts.3. Tirhut Milk Union, Muzaffarpur: - Muzaffarpur, Sitamarhi, Sheohar, E.Champaran and Bettiah districts.4. Shahabad Milk Union, Arrah: - Bhojpur, Buxar, Kaimur and Rohtas districts.5. Mithila Milk Union, Samastipur: - Samastipur, Darbhanga and Madhubanidistricts.6. Bhagalpur Milk Union, Bhagalpur: - Bhagalpur, Munger, Banka and JamuiDistricts. 16
  17. 17. The Milk Federation has already taken up organization of Dairy Co-operativeSocieties (DCS) in the districts of Gaya, Jahanabad, Arwal, and Nawada underMagadh dairy project and work has been initiated in Saharasa, Supaul andMadhepura districts. However, kosi dairy project will be covering Kishanganj,Katihar, Purnia and Araria districts also.The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad nowin Jharkhand are being covered by the dairies directly under the control ofMilk Federation for the supply of milk and milk products to the urbanconsumers in these cities. Procurement of milk has been taken up in Ranchidistricts only. 17
  18. 18. Fresh Milk Products of MUZAFFARPUR DAIRY PRODUCT PACKING LASSSI 200gm, RASGULLA 250 gm,500gm,7kg,18kgGULABJAMUN 500gm,7kg,18kg DAHI 100 gm,7kg,18kg PANEER 200gm,400gmSUDHA SPECIAL 250gm, RABRI 100gm, Ramdana lie 100gm, Kaju Barfi 250gm,500gm Khoa methai 250gm Ghee 500gm 18
  19. 19. MILK AND MILK PRODUCTSOur products are available in market under brand name “Sudha”. Theseproducts are produced keeping in view the taste and preferences ofconsumers. Our main products are as follows:-Milk:-  Sudha cow milk  Sudha gold milk  Sudha shakti milk  Sudha healthy milk  Sudha smart milk  Sudha lite milk 19
  20. 20. Milk Products:-  Sudha Ghee  Sudha Ice-Cream  Sudha Misti-dahi  Sudha Peda  Sudha Paneer  Sudha special  Sudha Kalakand 20
  21. 21.  Sudha Rasogulla  Sudha Gulabjamun  Sudha Plain-curd  Sudha Ledikeni  Sudha BalusahiNew Product Launches:-  Sudha cool sip  Sudha Mattha  Sudha milk honey  Sudha milk powder 21
  22. 22. SALES (PERCENTAGE OF MARKET SALES QUALITY WISE):-  TOND MILK 27% (Approx)  DOUBLE TOND MILK 15% (Approx)  STANDERD MILK 35% (Approx)  GOLD 15% (Approx)  COW MILK 08% (Approx) 22
  23. 23. 1.3 ABOUT THE STUDY:A THEORETICAL ASPECT OF MARKETING PROSPECT:One of the challenging tasks faced by an industrial firm is the developmentand marketing new industrial products. Though new product development iscomplex and difficult, it is a valid and necessary task for a profitable growth ofa firm. It tests a firm’s market knowledge, technical competence, financialstrength, and ability to complete. Unless products that have entered thedecline stage are replaced by new products a firm cannot expect to maintainits profitability and growth.CLASSIFICATION OF NEW PRODUCTS: 1.) New to the world products: new products that create an entirely new market. 2.) New product line: new products that allow a company to enter an established market for the first time. 3.) Additions to existing product line: new products that supplement established product lines (package size, flavors etc.) 4.) Improvements and revisions of existing product: new products that provide improved performance or greater perceived value and replace existing products. 5.) Repositioning: existing products that are targeted to new markets or market segments. 6.) Cost reductions: new products that provide similar performance at lower cost. 23
  24. 24.  THE NEW PRODUCT DEVELOPMENT PROCESS: The process by which potential products ideas are generated, evaluated, directed, and turned into products is called the New- product development process. We shall consider seven stages in the new product development process, although it can be described in a verity of other ways with more and less number of stages. The seven stages of new-product development process are: (1) Idea generation (2) Screening of ideas (3) Concept testing (4) Business analysis (5) Product development (6) Test marketing (7) Commercialization.(1). Idea generation: The focus in this first stage is on searching for new product ideas. Fewideas generated at this stage are good enough to be commercially successful.New product ideas come for a verity of sources. An important of new productideas is customers. Fundamentally, customer needs and wants seem to be themost fertile and logical place to start looking for new product ideas. This isequally important for both personal consumers and industrial customers. 24
  25. 25. Product planning starts with the creation of product ideas. Thecontinuous search for new scientific knowledge provides the clues formeaningful idea formation. Internal Sources of New Product Ideas:  Research and Development (R&D) Department  Technical Service Staff  Company Salesman  Executive Personnel  Top Management  Company Patent Department  From Employees Suggestions, etc. External Sources of New Product Ideas :  Consumers  Competitors  Consulting Organizations  Advertising Agencies  Government Agencies  Distributers  Wholesalers and Retailers  Free lance inventors. 25
  26. 26. (2). Screening of Ideas: After collecting the product ideas, the next stage is screening of theseideas. The main object of screening is to abandon further consideration ofthose ideas which are inconsistent with the product policy of the firm. Theproduct ideas are expected to be favorable and will give room for theconsumer satisfaction, profitability, a good market share, firm’s image etc. Allthe ideas cannot be accepted, because certain product plans need hugeamount of investments, for certain plans raw materials may not be available,certain plans may not be practicable etc. Many of the ideas are rejected onaccount of many reasons and thus eliminate unsuitable ideas. Only promisingand profitable ideas are picked up for further investigation.(3). Concept Testing: After the new product idea passes the screening stage, it is subjected to‘concept testing’. Concept testing is different from test marketing, which takesplace at a large stage. What is tested at this stage is the product concept itself-whether the prospective consumers understand the product idea, whetherthey are respective towards the idea, whether they actually need such aproduct and whether they will try out such a product if it is made available tothem. In fact, in addition to the specific advantage of getting the consumersresponse to the product idea, this exercise incidentally helps the company tobring the product concept into clearer focus. Concept testing helps thecompany to choose the best among the alternative product concepts.Consumers are called upon to offer their comments on the precise writtendescription of the product concept, viz, the attributes and expected benefits. 26
  27. 27. (4). Business Analysis: The purpose of business analysis is to develop estimated projections of thesales, costs, and profitability of the proposed new product over 5-7 years. It isa detailed analysis in terms of  Required investment in plant, equipment, working capital, and market development;  Market potential, sales forecast, customer and competitive analysis;  Costs of product development, manufacturing and marketing the product;  Likely price levels, profitability and return on investment, and so on.It is not a right decision to assign the task of business analysis to thosepersons who have either proposed the new product idea or who areadvocating its acceptance, because of their excessive optimism or havingvested interest. Either management consultants or the corporate planningstaffs, who have experience and skills in strategic planning, marketing,finance, engineering and production, could be given the task of businessanalysis. If the projected sales and profits satisfy the company’s long termobjectives or goals, then the new product concept moves to the next ofproduct development. It should be noted that the projections made inbusiness analysis may be revised if new information comes in. 27
  28. 28. (5). Product Development: Product development is a process in which engineers and technicianscreate the desired product. The R & D department develops one or moreprototypes of the product concept. The development of a prototype willconfirm or negate its ability to produce the product with in the cost estimatesand performance parameters previously established. The marketingdepartment must inform the R & D department about the needs of thecustomers in term of product performance and the cost estimates, based onthe customer’s reactions on the concept testing carried out earlier. The R & Ddepartments challenge is to achieve both the performance and the costobjectives.In today’s fiercely competitive market, developing a new product or a newtechnology is not enough, how fast the new product is developed andlaunched in the market is very critical. Conventional development engineeringcycle consists of:Design Process Engineering Tooling Manufacturing Final product Testing(If there is no failure during testing). The possibility of reducing this cycle tohalf and for speeding up the development, a concept of concurrentengineering is practice. It uses hi-tech computer hardware and software tools,in conjunction with high speed satellite communication to design, test,process engineer, manufacture tolling, and so forth, simultaneously instead of 28
  29. 29. in a long sequence. All this is done to ensure that new products are developedand launched in the market before the competitors.(6). TEST MARKETING: In industrial marketing, market testing is done by using different methods.These are alpha and beta testing, introduction of new product at trade shows,testing in distributer/dealer showrooms, and test marketing. The choice of themethod of testing depends on the size and cost of the product in a short spanof time. Alpha testing consists of testing the products which are high priced or newtechnologies, internally in the company. The product is done to evaluate theperformance parameter and operating costs. If the results of an in-companytesting are satisfactory, the company will go for the second stage of betatesting at the potential user sites. The sales marketing people should identifythe user firms who would permit confidential testing of the new product attheir factories. The marketing and technical people should observe how theuser firms use the product, if any problems are faced while using the newproduct, and interact with the user firm’s technical and other members. If thenumbers of users of the new product are small, product testing at relativelyfew user sites may suffice. However, in case of large number of industrialusers, the result of product testing at few users site may be difficult togeneralize. If market testing of the new product gives adequate information to decide onlaunching the new product, the company management decides to go aheadwith commercialization. 29
  30. 30. (7).COMMERCIALIZATION: A product is commercialized or launched when it is introduced to a targetmarket. It involves implementation of the various activities developed in anaction plan as a part of the marketing plan. The activities include training ofsales force, product catalogues, price list introductory advertisements,adequate stocks at the company warehouses and /or withdealers/distributors, customer service, and so on. In order to ensure properco-ordination and timely completion of many activities involved in launchinga new product, industrial marketers can use critical path method (CPM)network technique. The marketing activities have to be synchronized withproduction to ensure market entry timing.In launching a new product, the company must make four decisions: (A) When should the product to be launched?  Right time. (B) Where should it be launched?  A single locality,  A region or  National market. (C) Which group should be targeted?  Existing customers. (D) How should it be launched?  Develop an action plan for introducing the new product into the rollout markets. 30
  31. 31.  Consider the following before launching a new product:  Effective market research  Identification of consumer needs  Effective promotion  Proper distribution system  Correct pricing strategy  Knowledge of local needs  Choose correct time1.4 OBJECTIVES OF THE STUDY: The following objectives are studied for this project work:  To find which type of Soan Papri people like most.  To find what are the factors affecting the sales of Soan Papri.  To find which media is most effective to promote Sudha Soan Papri.  To find which size of packaging is most effective in the market.  To study the level of consumers awareness towards Sudha milk products.  To find the target market for Sudha Soan Papri. 31
  32. 32. 1.5 LIMITATIONS OF THE STUDY:Every study is conducted under some limitations. This study is also noexception. Main limitations of the study are as follows:-  Due to fast changing marketing environment the analysis may not hold good for a long time.  Due to the lack of time, during this limited period the study may not be detailed full-fledged and useful in all aspects.  It was very challenging to convince people to participate in interview.  There was the limited time available each day and lots of tasks had to complete in a day like preparing a reports, conducting surveys etc. 32
  33. 33. CHAPTER-2RESEARCH METHODOLOGY 33
  34. 34. METHODOLOGY: Methodology is a systematic way to undertake the study. It may beunderstood as a science of studying how study is done. In fact, success of theresearch project depends entirely on the data and therefore the methodsemployed in the collection of the data.STUDY OBJECTIVE: The main objective of the study is to understand the businessenvironment of Sudha Soan Papri in Motihari, to know the marketing prospectof Sudha Soan Papri.RESEARCH DESIGN:Research design indicates the methods of research i.e., the methods ofgathering information and methods of sampling. Research design in the studyis descriptive analytical research. It is designed to describe something, such asdemographic characteristics or who use the product.SAMPLING TECHNIQUE:The sampling techniques involved in this project are convenience samplingtechnique. The respondents were interviewed at various places like residenceand outlet shop of milk products. 34
  35. 35. SAMPLING PLAN: 1. Sampling unit: sampling unit consist of only consumers, it mainly comprises of consumers in Motihari. 2. Sampling method: convenience sampling method. 3. Sample size: It consists of 100 consumers.DATA COLLECTION METHODS: 1.) Primary Data: In this method the various information are gathered for the very first time or we can say that it is a way of getting first hand information. Primary data is gathered by interview, questionnaire. This primary data collection was major part of field survey. 2.) SECONDARY DATA: Data which are already available and it may provide ready information relevant to the study is called secondary data. The information collection process and methodology which I followed secondary data with the help of Internal source (Life history, Letters, Diaries and Memory), External Sources (Book, Business Journals, Websites etc.) and other such modes of information generation. 35
  36. 36. QUESTIONNAIRE DESCRIPTION:The questionnaire was prepared consisting of structured and non-disguised.The questions were logically and sequentially arranged in the questionnaireso the proper and authentic information can be obtained from therespondents without any anomalies from the part of the respondentsprovided corrects response can obtained.METHODS OF ANALYSIS: In order to analysis the data obtained from questionnaire variousstatistical tools were used like the average, percentage, charts and ANOVAtest were used.ANOVA:Analysis of variance (ANOVA) is an extremely useful technique concerningresearches in the field of economics, biology, education, psychology, sociology,business/industry and in researches of several other disciplines. ThroughANOVA technique one can, in general, investigate any number of factors whichare hypothesized or said to influence the dependent variable. Under the one-way ANOVA, we consider only one factor and then observe that the reason forsaid factor to be important is that several possible types of samples can occurwithin that factor. 36
  37. 37. CHAPTER: 3DATA ANALYSIS AND INTERPRETATION 37
  38. 38. Table:-1 Gender of respondentsGender category No. of respondentsMale 80Female 20Total 100Graph:-1 Gender of respondents Female 20% male 80%The above table and chart shows that out of the total 100 respondents 80% aremale and the rest 20% are female. So, most of the respondents are male. 38
  39. 39. Table:-2 AGE GROUP OF RESPONDENTSAge category No. of respondents10-20 Years 620-30 Years 4930-50 Years 36above 50 years 9Total 100Graph:-2 AGE GROUP OF RESPONDENTS above 50 years 10-20 Years 9% 6% 30-50 Years 36% 20-30 Years 49%The above table and chart shows that 49% respondents fall in the category of agegroup 20 to 30 years, 36% are 30 to 50 years of age, 6% respondents are 10 to 20years of age and rest 9% respondents are above 50 years of age. It is thereforeinferred that the age group 20 to 30 constitute the maximum number ofcustomers who come for purchasing milk products. 39
  40. 40. Table:-3 OCCUPATION OF RESPONDENTOccupation category No. of respondentsStudent 28Government employee 12Private employee 35Business 13unemployed 12Total 100Graph:-3 OCCUPATION OF RESPONDENT unemployed Student 12% 28% Business 13% Private Government employee employee 35% 12%The above table and chart shows that out of the total respondents 35% are inprivate job 12% are in government job 13% are in business 28% respondents arestudents and remaining 12% are unemployed. So, majority of the respondents areprivate employee. 40
  41. 41. Table:-4 TASTED SOAN PAPRITasted soan papri No. of respondentsYes 91No 9Total 100Graph:-4 TASTED SOAN PAPRI No 9% Yes 91%The above table and chart shows that out of the total respondents 91%respondents have tasted Soan Papri and remaining 9% respondents have nottasted Soan Papri. 41
  42. 42. Table:-5 PURCHASE TYPE OF SOAN PAPRIType of soan papri No. of respondentsLoose 4Branded 51Packed & Branded 43Other specify 2Total 100Graph:-5 PURCHASE TYPE OF SOAN PAPRI Other Loose specify 4% 2% Packed & Branded 43% Branded 51%The above table and chart shows that out of the total respondents 51% arepurchasers of branded soan papri 43% are packed and branded 4% are loosepurchasers and remaining 2% of respondents buy in other forms. So, majority ofthe purchases branded soan papri. 42
  43. 43. Table:-6 PREFERED SOAN PAPRIBrand No. of respondentsAmul 37Haldiram 31Bikaji 18Any other 14Total 100Graph:-6 PREFERED SOAN PAPRI Any other 14% Amul Bikaji 37% 18% Haldiram 31%On the brand of soan papri 37% of respondents are of the opinion that they areconsumers of Amul, 31% are consumers of Haldiram, 18% are consumers of Bikajiand rest 14% are consumers of other brands. From the above data is comes as aninference that Amul is the most preferred brand of soan papri among customers. 43
  44. 44. Table:-7 NATURE OF SOAN PAPRITypes No. of respondentsVegetable oil 12Pure ghee 88Total 100Graph:-7 NATURE OF SOAN PAPRI Vegetable oil 12% Pure ghee 88%The above table and chart shows that out of the total respondents 88% like pureghee of soan papri and remaining 12% respondents like vegetable oil’s soan papri. 44
  45. 45. Table:-8 LIKING TOWERDS FLAVOURED SOAN PAPRILike No. of respondentsYes 83No 17Total 100Graph:-8 LIKING TOWERDS FLAVOURED SOAN PAPRI No 17% Yes 83%The above table and chart shows that out of the total respondents 83%respondents like flavored soan papri and remaining 17% respondents don’t likeflavored soan papri. 45
  46. 46. Table:-9 OPINION ABOUT PREFERED FLAVOURFlavours No of respondentsElichi Flavour 47Orange flavor 21Mango flavor 11Chocolate flavor 9Any other 12Total 100Graph:-9 OPINION ABOUT PREFERED FLAVOUR Chocolate Any other Elaichi Flavor flavor 12% 47% 9% Mango flavor 11% Orange flavor 21%The above table and chart shows that out of the total respondents 47% prefer forElichi flavor, 21% prefer for Orange flavor, 11% prefer for Mango flavor, 9% preferfor chocolate flavor and rest 12% prefer for any other flavors of soan papri. 46
  47. 47. Table:-10 CRITERIA OF SELECTIONFactors No. of respondentsTaste 18Brand 29Availability 19Price 7Quality 27Total 100Graph:-10 CRITERIA OF SELECTION Quality Taste 27% 18% Price 7% Brand Availability 29% 19%The above table and chart shows that out of the total respondents 29%consumers are select soan papri on the basis of brand, 27% are select on thebasis of quality, 19% are select on the basis of availability, 18% are select onthe basis of taste and remaining 7% are select on the basis of price. 47
  48. 48. Table:-11 USAGE OF SUDHA PRODUCTSUsage No. of respondentsYes 84No 16Total 100Graph:-11 USAGE OF SUDHA PRODUCTS No 16% Yes 84%On the usage response it comes as inference that 84% of the total respondentsare user of Sudha products and rest 16% are non users of Sudha products.There it may be said that Sudha has a dominant purchase in the Motihari as84% of total respondents are users of Sudha products. 48
  49. 49. Table:-12 INFLUENCING FACTORS OF PURCHASEInfluencing factors No. of respondentsProduct quality 38Price value 15Brand 27Design 3Availability 17Total 100Graph:-12 INFLUENCING FACTOR OF PURCHASE Product Availability quality 17% 38% Design 3% Brand Price value 27% 15%The above table and chart shows that out of the total respondents 38%respondents are influence on the basis of product quality, 27% on the basisof brand, 17% on the basis of availability, 15% on the basis of price value andremaining 3% are influence on the basis of design of the product. 49
  50. 50. Table:-13 OPINION ON SATISFACTION OF PACKAGING Opinion No. of respondents Very good 41 Good 58 Poor 1 Total 100Graph:-13 OPINION ON SATISFACTION OF PACKAGING Poor 1% Very good 41% Good 58%The above table and chart shows that out of the total respondents 58% saysthat good, 41% very good and rest 1% say poor. So, majority of therespondents are satisfied with packaging. 50
  51. 51. Table:-14 QUALITY OF SUDHA PRODSUCTSSatisfaction level No. of respondentsHighly satisfied 32Satisfied 52Neutral 13Dissatisfied 2Highly Dissatisfied 1Total 100Graph:-14 QUALITY OF SUDHA PRODSUCTS Dissatisfied Highly Neutral 2% Dissatisfied 13% highly satisfied 1% 32% Satisfied 52%The above table and chart shows that out of the total respondents 52% aresatisfied, 32% are highly satisfied, 13% are neutral, 2% are dissatisfied andrest 1% are highly dissatisfied with quality of Sudha products. 51
  52. 52. Table:-15 AWARENESS OF LAUNCHING SOAN PAPRIAware No. of respondentsYes 84No 16Total 100Graph:-15 AWARENESS OF LAUNCHING SOAN PAPRI No 16% Yes 84%The above table and chart shows that out of the total respondents 84% areaware and rest 16% not aware that Sudha dairy is going to launch soan papri. 52
  53. 53. Table:-16 FEEDBACK OF MEDIAMedia No. of respondentsElectronic 17Print 45Outdoor 26Any other 12Total 100Graph:-16 FEEDBACK OF MEDIA Any other Electronic 12% 17% Outdoor 26% Print 45%The above table and chart shows that out of the total respondents 45% areaware through Print media, 26% through Outdoor media, 17% throughElectronic media and rest 12% aware through any other media. 53
  54. 54. Table:-17 PREFER TO SUDHA SOAN PAPRIPrefer No. of respondentsYes 87No 13Total 100Graph:-17 PREFER TO SUDHA SOAN PAPRI No 13% Yes 87%The above table and chart shows that out of the total respondents 87% areprefer Sudha soan papri and rest 13% respondents are not prefer Sudha soanpapri. 54
  55. 55. Table:-18 OPINION ABOUT PACKAGE SIZEPackaging size No. of respondents100 gm 5250 gm 18500 gm 51Above 500 gm 26Total 100Graph:-18 OPINION ABOUT PACKAGE SIZE Above 500 gm 26% 100 gm 250 gm 5% 18% 500 gm 51%On package size 51% respondents are of the opinion that they would prefer500 gm, 18% prefer 250 gm, 5% prefer 100 gm and the rest 26% preferredabove 500 gm size of soan papri. In terms of packaging, 500 gm is thepreferred quantity by maximum number of respondents, while above 500 gmpackage is the second most preferred packaged quantity. 55
  56. 56. Table:-19 OPINION ABOUT THE PRICEPrice No. of respondentsEquivalent to Amul 18Equivalent to Haldiram 9Equivalent to Bikaji 13Less than above 60Total 100Graph:-19 OPINION ABOUT THE PRICE Equivalent to Amul 18% Equivalent to Haldiram 9% Less than Equivalent to above Bikaji 60% 13% On price parameter 18% of respondents wanted the price to be equivalent toAmul, 13% wanted it to be equivalent to Bikaji, 9% wanted it to be equivalentto Haldiram while 60% expected it to be less than others. It comes as resultfrom the above data that most customers expect the pricing of product to beless than all the reputed existing brands. 56
  57. 57. ANOVA TEST 57
  58. 58. Table:-20 ASSOCATION BETWEEN INFLUNCING FACTOR AND AGE One-way ANOVA Sum of ON Mean Squares df Square F SignificanceBetween Groups 3.102 4 .776 1.421 .233(NS)Within Groups 51.858 95 .546Total 54.960 99Ho: there is no significant difference of opinion on the influencing factors ofsoan papri on the basis of age among the respondents.INTERPRETATION:The tabulated value is 0.233 which is greater than 0.05. Therefore, theinfluencing factor of soan papri is associated with the age among therespondents. Hence, the null hypothesis is rejected. 58
  59. 59. Table:-21ASSOCATION BETWEEN OPINIONS ABOUT THE QUALITY AND AGE One-way ANOVA Sum of Mean Squares df Square F SignificanceBetween .280 4 .070 .121 .974(NS)GroupsWithin 54.680 95 .576GroupsTotal 54.960 99Ho: there is no significant difference of opinion about the quality of Sudhaproducts on the basis of age among the respondents.INTERPRETATION:The tabulated value is 0.974 which is greater than 0.05. Therefore, the opinionabout the quality of Sudha products is associated with the age among therespondents. Hence, the null hypothesis is rejected. 59
  60. 60. Table:-22ASSOCATION BETWEEN SELECTION CRITERIA AND GENDER One-way ANOVA Sum of Mean Squares df Square F SignificanceBetween 1.002 4 .250 1.586 .184(NS)GroupsWithin 14.998 95 .158GroupsTotal 16.000 99Ho: there is no significant difference of selection criteria of soan papri on thebasis of gender among the respondents.INTERPRETATION:The tabulated value is 0.184 which is greater than 0.05. Therefore, theselection criteria of soan papri are associated with the gender among therespondents. Hence, the null hypothesis is rejected. 60
  61. 61. Table:-23ASSOCATION BETWEEN INFLUNCING FACTOR AND QUALITY OF SUDHAPRODUCTS One-way ANOVA Sum of Mean Squares df Square F SignificanceBetween 6.465 4 1.616 .759 .555(NS)GroupsWithin 202.375 95 2.130GroupsTotal 208.840 99Ho: there is no significant difference of influencing factor of soan papri on thebasis of quality of Sudha products.INTERPRETATION:The tabulated value is 0.555 which is greater than 0.05. Therefore, theinfluencing factor of soan papri is associated with the quality of Sudhaproducts. Hence, the null hypothesis is rejected. 61
  62. 62. CHAPTER: 4FINDING AND SUGGESTION 62
  63. 63. FINDING  Most of the customers are aware that Sudha dairy is going to launch soan papri.  Male respondents constituted 80% of total respondents.  It is found that out of the total respondents 35% respondents are in private job.  49% respondents are belongs to age group 20 to 30 years.  It is found that 91% respondents have tested soan papri.  51% respondents purchase branded soan papri.  Majority 88% respondents like pure ghee of soan papri.  It is found that 87% respondents like flavoured soan papri.  84% respondents are user of Sudha products.  51% respondents are preferred from 500 gm of packaging size.  45% respondents are aware through the print media.  58% respondents say that the packaging of products is good.  29% respondents select soan papri on the basis of brand.  52% respondents are satisfied with quality of Sudha products.  It is found that 87% respondents are preferred to Sudha soan papri. 63
  64. 64. SUGGESTION  Have also come to know from the survey that people want pure and easily available product. In other words it can be said that consumers favors those products that are widely available at the retail counter.  The company should arrange social as well as cultural programme in the sales territory.  84% respondents are users of Sudha products, in order to convert 16% of the respondents, into regular customers; the company should promote products by offering discounts.  Provide home delivery and credit term facility to the consumers.  Most of the people on whom survey was conducted are satisfied with Sudha products, so company retains its brand image. 64
  65. 65. CHAPTER: 5 CONCLUSION 65
  66. 66. In simple terms market prospective means to reach a product and services isused or consumed by in the consumers in a well defined market segmentwith in a definite period of time. It means how deeply the product is able toestablish itself in a market and what percentage of Sudha soan papricustomer in MOTIHARI market was conducted for Tirhut Dugdh UtpadakSahkari Sangh ltd, Muzaffarpur. Where the product is Sudha soan papri whichthe company is going to launch in coming winter season. The market isdivided in several categories to identify the uses level of the Sudha soan papriand to get there feedback on the Sudha soan papri they are using. Theconclusion was basically drowned on the basis of surveys which consist of aset of questionnaire followed by the personal interview of the respondent. 66
  67. 67. REFERENCESBIBLIOGRAPHY:  Philip kotler, Kevinkeller, Abraham Koshy and Jha, Marketing Management, 12th Edition, Pearson Education, New delhi,2007.  Kothari, C.R. Research Methodology, New Age International (P) ltd, New Delhi, 2004.  S.L.Gupta, Product management, wisdom Publications, Delhi,2009  Indian Dairy Annual Report,2010  www.indiandairy.com/editoria  www.compfed.co.in  www.sudha.com 67
  68. 68. APPENDIX 68
  69. 69. A STUDY ON MARKETING PROSPECT OF SUDHA SOAN PAPRI INMOTIHARI DISTRICTNAME: --------------------------------------------------------Mob no: -----------------------------------------------------------------Address--------------------------------------------------1. Gender:(A.) Male [ ] (B.) Female [ ]2. Age: (A.) 10-20 years [ ] (B.) 20-30 years [ ] (C.) 30-50 years [ ] (D.) above 50 years [ ] .3. What is your occupation? (A.) Student [ ] (B.) Government employee [ ] (C.) private employee [ ] (D.) Business [ ] (E.) Unemployed [ ]4. Have you tasted Soan Papri? (A.) Yes [ ] (B.) No [ ].5. Which type of Soan Papri you purchase? (A.) Loose [ ] (B.) Branded [ ] (C.) Packed & Branded [ ] (D.) Other specify [ ] 69
  70. 70. 6. Which brand of Soan Papri do you like most? (A.) Amul [ ] (B.) Haldiram [ ] (C.) Bikaji [ ] (D.) Any other [ ] 7. Which type of Soan Papri you like? (A.) Vegetable oil [ ] (B.) Pure ghee [ ] 8. Do you like flavoured Soan Papri? (A.) Yes [ ] (B.) No [ ] 9. Which flavour of Soan Papri you prefer? (A.) Elichi flavour [ ] (B.) Orange flavour [ ] (C.) Mango flavour [ ] (D.) Chocolate flavour [ ] (E.) Any other [ ].10. On what criteria do you select the Soan Papri? (A.) Taste [ ] (B.) Brand [ ] (C.) Availability [ ] (D.) Price [ ] (E.) Quality [ ].11. Do you use Sudha products? (A.) Yes [ ] (B.) No [ ].12. What are the main factors that influence you to purchase for Sudhaproducts: (A.) Product quality [ ] (B.) Price Value [ ] (C.) Brand [ ] (D.) Design [] 70
  71. 71. (E.) Availability [ ]13. Are you satisfied with packaging provided by Sudha products? (A.) Very good [] (B.) Good [ (C.) Poor [] (D.) Very poor [ ]14. State your opinion about the quality of Sudha products: (A.) High satisfied [ ] (B.) Satisfied [ ] ( C.) Neutral [ ] (D.) Dissatisfied [ ] (E.) Highly Dissatisfied [ ].15. Are you aware that Sudha dairy is going to launch Soan Papri? (A.) Yes [ ] (B.) No [ ].16. Through which media you got this awareness? (A.) Electronic [ ] (B.) Print [ ] (C.) Outdoor [] (D.) Any other [ ]17. Do you prefer Sudha Soan Papri? (A.) Yes [ ] (B.) No [ ]18. Which packaging size of Soan Papri you prefer from Sudha dairy? (A.) 100 gm [ ] (B.) 250 gm [ ] (C.) 500 gm [ ] (D.) Above 500 gm [ ]19. What should be the price of Sudha Soan Papri? (A.) Equivalent to Amul [ ] (B.) Equivalent to Haldiram [ ] (C.) Equivalent to Bikaji [ ] (D.) Less than above [ ] 71
  72. 72. 72

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