Prasenjit sudha project on market potential(final)

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Prasenjit sudha project on market potential(final)

  1. 1. A Project Report On “Market Potential of Sudha Milk in Gaya” At Magadh Dairy Project, Gaya Under The Guidance of Mr. Rakesh Sukla (MD) [M.D (Marketing & Training), Sudha, Gaya (Bihar)] In Partial Fulfillment of the Requirements For the award of “Post Graduate Diploma in Management” Submitted To : Submitted By : Prof. Arun Kumar Singh Prasenjit Kumar (Associate Prof. AIMT) Roll:DM1214260 Greater Noida ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY, PLOT NO. 49, KNOWLEDGE PARK 3, GREATER NOIDA- 201306 (UP) July 2013 1
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  3. 3. CERTIFICATE OF ORIGINALITY I_____________________________________ Roll No ______________________of 2013, is a fulltime beneficed student of first year of PGDM Program of Accurate Institute of Management & Technology, Greater Noida. I hereby certify that this project work carried out by me at _____________________________________________________ the report submitted in partial fulfillment of the requirements of the program is an original work of mine under the guidance of the industry mentor __________________ and the faculty mentor ______________________________________________and is not based or reproduced from any existing work of any other person or on any earlier work undertaken at any other time or for any other purpose, and has not been submitted anywhere else at any time (Student's Signature) Date:…………………………….. (Faculty Mentor’s Signature) Date :…………………………….. 3
  4. 4. ACKNOWLEDGEMENT No research can blossom from single person‟s mind without proper guidance, assistance and inspiration from various quarters. My project was given its present shape by assistance of many people whom I am greatly indebted to. I express my gratitude and indebtedness toward the people who helped me during my project work. This project report is a result of endless effort & immense degree of oil by many great minds. It was pleasure to work in one of the most valuable F.M.C.G Company like MAGADH DIARY PROJECT (SUDHA). I express my humble gratitude towards Mr. K.K SHARMA Chief executive of MAGADH DIARY PROJECT (SUDHA) Gaya who treated me as a guide depot for giving me a chance to pursue my summer training in a prestigious company. I express my special thanks to Mr. Shukla, General Manager (Marketing), Magadh diary project Gaya Bihar. Who always gives me the guidelines time to time during my summer training and they help me for the completion of my project. I am also thankful to Mr. A.K PANDEY (MANAGEMENT REPRESENTATIVE) for providing me proper inputs and guidance. I would like to dedicate this work to my revered institute AIMT, Greater Noida where I am getting the shape of future business manager. I express my sincere gratitude to Prof. Arun Kumar singh faculty of AIMT, Greater Noida for their support and guidance on the ground of which I have acquired a new field of knowledge. Last but not least, I express my gratitude to my parents who financed this project and have been a moral support to me during this project. PRASENJIT KUMAR ENR.NO. DM1214260 4
  5. 5. EXECUTIVE SUMMARY I, Prasenjit Kumar felt privileged to be a part of Accurate Institute of Management & Technology, Gr. Noida. I did my summer internship training in Magadh Dairy Project (Sudha) a FMCG sector company. My project title is “MARKET POTENTIAL OF SUDHA MILK IN GAYA” The project‟s basic objective is to analyzing the anti sudha behavior of retail outlets under the distributorship of Gaya. In this project I surveyed in areas of No. table of figures entries found.Shukla Sales and asked selected questions to the outlet owners who were either not selling sudha products or selling in very less quantity. Out of my project I learnt these things: Sudha should understand the expectations of people If one wants to grow in FMCG sector one should keep the following factors in mind that the products are easily available to the consumers, to improve the quality of products from time to time, competitive services should be provided to the retailers, the price of the product should be low and last but not the least the visibility and the promotional strategy should be such that it hits people‟s mind. 5
  6. 6. CONTENTS Title 1. Page No Company Information 1.1. Introduction 7- 10 1.2. Company Profile 11- 13 1.3. Vision & Mission 14 1.4. Organizational Structure 15 - 16 1.5.Sudha milk Product 17 - 18 1.6. Manufacturing Process 19 - 22 1.7.Award and Recognitions. 23 1.8.SWOT Analysis 24 2. Literature Review 25 3. Research Method 26 – 29 3.1 Research Problem 26 3.2 Research Objective 26 3.3 Scope of the Study 26 3.4 Research Methodology 27 - 28 3.4.1 Research Design 28 3.4.2 Sampling Design 28 3.4.3 Data Collection 4. 28 - 29 Data Analysis and Findings /Results 4.1 Data Analysis 29 - 43 4.2 Finding/ Result 5. 44 Conclusions, Limitations & Suggestions 45 - 46 Bibliography 47 Questionnaire 48 - 52 6
  7. 7. Chapter -1 Company Information 1.1. INTRODUCTION Dairy enterprise is an important occupation of the farmer. In India, nearly 70% of the people depend on agriculture. It is the backbone of India. It is mainly a rural occupation closely associated with agriculture. More than 2,445 million people economically active in agriculture in the world, probably 2/3 or 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 for employment and income generation, especially in rural areas. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operative in many parts of the state. Traditionally, in India dairying has been a rural cottage industry. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the 19th century. In earlier years, many households owned their own „family cow‟ or secured milk from neighbors who had one. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production, problem of sanitation etc. restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas. Gradually farmers living near the cities took advantage of their proximity to the cities & began supplying to the urban population; this gave rise to the fluid milk –sheds we see today in every cities of our country. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and refrigeration. The Indian Dairy Industry has made rapid progress since Independence. A large number of modern milk plants and product factories have since been established. These organized dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand. Indian dairy sector is still 7
  8. 8. mainly an unorganized sector as barely 10% of our total milk production undergoes organized handling. Beginning in organized milk handling was made in India with establishment of Military Dairy Farms. Handling of milk in co-operative Milk Unions established all over the country on a small scale in the early stages. Long distance refrigerated rail-transport of milk from Anand to Mumbai since 1945 pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Calcutta (Haringhata, 1959 ), Worli (1961), Madras(1963) etc. establishment of Milk Plants under the Five-Year plans for Dairy Development all over India. These were taken up with the dual object of increasing the national level of milk consumption and ensuing better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk. NATIONAL DAIRY DEVELOPMENT BOARD (NDDB): The National Dairy Development Board was created to promote, finance and support producerowned and controlled organizations. NDDB‟s programs and activities seek to strengthen farmer cooperatives and support national policies are favorable to the growth of such institutions. Fundamental to NDDB‟s efforts are cooperative principles and the Anand pattern of cooperation. A commitment to help rural producers help themselves has guided the Dairy Board‟s work for more than 30 years. This commitment has been rewarded with achievements made by cooperative dairies in milk production, employment generation, and per capita availability of milk, foreign exchange saving and increased farmer incomes. The National Dairy Development Board (NDDB) has replaced exploitation with empowerment, convention with modernity, stagnation with growth and transformed dairying into an instrument for the development of Indian farmers. The National Dairy Development board was created in 1964 in response to the Prime Minister Lal Bahadur Shastri‟s call to “transplant the spirit of Anand in many other places”. He wanted the Anand model of dairy development- with institutions owned by rural producers, which were sensitive to their needs and responsive to their demands-replicated in other parts of the country. 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-owned and controlled organizations. NDDB‟s programs and activities seek to strengthen farmer cooperatives and support national policies that are favorable to the growth of such institutions. 8
  9. 9. NDDB believes that the 7,000-crore(Rs.70-billion) milk cooperative market is getting much more competitive and wants to strengthen the position of cooperatives through a multi- pronged action plan with an outlay of Rs. 800 crores (Rs.8-billion). This includes using MDFL to enter into 51:49 joint venture companies with state cooperative federations to assist them with marketing value added products and to help them in other ways to become self-reliant enterprises. Co-operative companies playing in Dairy industry and its brands: STATES CO-OPERATIVE UNIONS BRANDS Andhra Andhra Pradesh Dairy Development co-operative Vijaya Pradesh Federation Limited(APDDCF) Bihar Bihar State Co-operative Milk Producers Federation Sudha Limited(COMPFED) Gujarat Gujarat Co-operative Milk Marketing Federation Amul, Sagar Limited(GCMMF) Haryana Haryana Dairy Development co-operative Federation Vita Limited(HDDCF) Himachal Himachal Pradesh State Co-operative Milk Producers Pradesh Federation Limited (HPSCMPF) Karnataka Karnataka Co-operative Milk Producers Federation Nadine Limited(KMF) Kerala Kerala State Co-operative Milk Marketing Federation Milma Limited (KCMMF) Madhya Madhya Pradesh state Co-operative dairy Federation Sanchi, Pradesh Limited(MPCDF) Shakti,Sneha Orissa Orissa State Co-operative Milk Producers Federation Omfed Limited (OMFED) Utter Pradesh Pradeshik Co-operative dairy Federation Limited(PCDF) Parag Punjab Punjab State Co-operative Milk Producers Federation Verka Limited(MILKFED) 9
  10. 10. Rajasthan Rajasthan Co-operative Dairy Federation Limited(RCDF) Saras Tamil Nadu Tamil Nadu Co-operative Milk Producers Federation Aavin Limited(TCMPF) West Bengal West Bengal Co-operative Milk Producers Federation Benmilk Limited(WBCMPF) Goa Goa State Co-operative Milk Producers Union Limited Goadairy Jammu Jammu Co-operative Milk Producers Federation Limited Jamfed Pondicherry Pondicherry Co-operative Producers Union Limited Ponlait Sikkim Sikkim Milk Producers Union Limited Sikkimilk Tripura Tripura Co-operative Milk Producers Union Limited Gomati 10
  11. 11. 1.1. Company Profile NAME OF THE COMPANY BIHAR STATE COOPERATIVE MILK PRODUCERS FEDERATION LTD. (COMPFED) SUDHA ORGANISATION :: COMPFED Head Office :: Bihar State Milk Co-operative Federation Ltd. PO-B.V. College PATNA - 800 0014 BIHAR, INDIA Chairman :: Shri. ShashiShekhar Sharma, IAS Managing Director Phone Smt. HarjotKaur, IAS :: Chairman +91- 612-2217543 Managing Director +91-612-2227451 EPABX +91-612-2228953,2224083,2228347,2220387 Product Marketing Cell +91-612-2222126 Fax :: +91-612- 2228306 E-mail :: comfed.gaya@gmail.com Website :: www.compfed.co.in Chief Executive Sri K.K.Sharma Gaya Dairy Tel:0631-2425900,2421741 Katari Hill Road Fax:0631-2427121 PO-Karimganj Mobile:9334734630 Gaya-823001 11
  12. 12. HISTORY OF MAGADH DAIRY PROJECT GAYA DAIRY (GAYA) Sudha: The origin The mighty Ganges at its origin is but a tiny stream in the Gadgetry ranges of the Himalayas. Similar is the story of Sudha which inspired 'Operation Flood' and heralded the 'White Revolution' in India. Father of white revolution is Dr. Vargiskurian (1973) it began with two village co-operatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Sudha collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for Moksha, Sudha became the symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow. The start of a revolution: The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. Its income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Bihar state Cooperative Milk Producers' federation Limited (popularly known as Sudha) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. Mr. Shukla, General Manager (Marketing), Magadh diary project Gaya Bihar, in conversation with Mr. Santosh sinha explains Sudha‟s retailing plans and expansion strategies. The Bihar State Co-operative milk producer‟s federation limited (COMPFED) has achieved 18 per cent growth 12
  13. 13. during 2011-12 to close the year with a Rs 2,882 crores turnover, so it has been an enthusiastic year for Sudha. The March closing was exceptionally good as an overall growth was witnessed across all our dairy products. What percentage of this growth would you attribute to business garnered from the organized retail segment in India? As far as COMPFED is concerned, the contribution from the organized retail segment would be negligible, say about 2-3 per cent. Except for a few cities like PATNA and RANCHI, the actual penetration of the organized retail segment is not really significant in other parts of India. These outlets would not fall in the organized segment but rather in the traditional unorganized one. Portfolio would be enhanced if these new products are present in organized retail formats. Sudha reigns in the milk market with a dominant share of almost 35 percent volume share as per industry estimates. For the Bihar state Co-operative Milk Federation limited (COMPFED), which markets milk products under the Sudha brand, is aggressively focusing on taking the brand to overseas markets. With an eye on both consumer (which includes products such as cheese, butter, ghee and shrikhand and commodity (skim milk and butter oil) exports, COMPFED is targeting export revenues of about Rs 200 crores this year. Background BIHAR STATE COOPERATIVE MILK PRODUCER FEDERATION (COMPFED) came into existence in 1983 as the implementing agency of Operation Flood Programme of dairy development on Anand pattern in the state. All the operation of Bihar State Cooperation was handed over to COMPFED. 13
  14. 14. 1.4. VISION& MISSION VISION:Expanding leadership in business through people, keeping pace with market trends and technology. MISSION :- BUSINESS  Lead the Industry rate of growth  No. 1 in profit in Industry  Global Trust  Trusted Partner  Reliable & Cost effective Solutions/ services  Customer acquisition/expansion  Top 3 preferred employer  Learning Organization  Digital way  Technology Excellence  Introduction of new Solutions/Services  World Class Products  Best in Class Organization  Business & Service /Product delivery CUSTOMER EMPLOYEES TECHNOLOGY PROCESSES 14
  15. 15. 1.5. ORGANIZATIONAL STRUCTURE COMFED CHAIRMAN (IAS) MD (MANAGING DIRECTOR)(IAS) GM (GENERAL MANAGER) ASSISTANT MANAGER MANAGER DEPUTY ASSISTANT MANAGER DEPUTY MANGER ASSISTANT MANAGER  TECHNICAL OFFICER  MILK PROCUREMENT OFFICER  FODDER DEVELOPMENT OFFICER EXECUTIVE MANAGER (HEAD OF BRANCH DAIRY) PROCESSING MARKETING 15 EMPLOYEE
  16. 16. OUTLETS: GAYA DAIRY ORGANIGATOIN STRUCTURE:- K.K. SINHA (EXCUTIVE. OFFICER) A.K PANDEY (MANAGEMENT REPRESENTATIVE/ FINANCE DEPARTMENT) SANTOSH KUMAR (MARKETING DEP.) J. RAI ( MARKETING ASST) NITISH GOSHWAMI(JR. MARKETING OFFICER) JOB ON CONTRACT: BRAJ BHUSHAN KR. NIRALA(COMPUTER IN CHARGE) RAJU(COMPUTER OPERATOR) SUDAM (SERVICE BOY) 16
  17. 17. 1.6. Sudha Milk Product MILK AND MILK PRODUCTS Our products are available in market under brand name “Sudha”. These products are produced keeping in view the taste and preferences of consumers. Our main products are as follows:Milk: Sudha cow milk  Sudha gold milk  Sudhashakti milk  Sudha healthy milk  Sudha smart milk  Sudhalite milk Milk Products: Sudha Ghee  Sudha Ice-Cream  SudhaMisti-dahi  SudhaPeda  SudhaPaneer  Sudha special  SudhaKalakand  SudhaRasogulla  SudhaGulabjamun  Sudha Plain-curd  SudhaLedikeni  SudhaBalusahi 17
  18. 18. New Product Launches: Sudha cool sip  SudhaMattha  Sudha milk honey  Sudha milk powder 18
  19. 19. 1.7.PROCESSING INFRASTRUCTRE:- There are twelve dairy plants with total handling capacity of 8.30 lakh lts/day process facility, 8 chilling centers, 10 bulk coolers provide additional chilling capacity which caters to markets of Bihar and Jharkhand. Most of these dairies are ISO/HACCP certificate. For conserving surplus milk solids, one powder plant is functional at GAYA and another one is coming up at Patna. COMPFED has three cattle feed plants for meeting the entire feed demand of the Dairy Co-operative societies. Ranchi cattle feed plant produces a variety of feeds for cattle, pig, fishes etc. Processing Capacities Name of the Plant Capacity(TLPD) Management Patna 150.0 VPMU Barauni 200.0 BMU Muzaffearpur 150.0 TMU Samastipur 200.0 MMU Arrah 100.0 SMU Jamshedpur 100.0 COMFED Ranchi 100.0 COMFED Bokaro 100.0 COMFED Gaya 55.0 COMFED Purnia 10.0 BMU Kaimur 10.0 SMU Gopalganj 10.0 TMU Total 1190.0 19
  20. 20. Milk Chilling Centers/Bulk Coolers Chilling centre Capacity(TLPD) Mgmt. Hajipur 60.0 VPMU Sitamarhi 20.0 TMU 40.0 BMU Khagaria Rosera 20.0 MMU Darbhanga 20.0 MMU Kochas 10.0 SMU Dumraon 10.0 SMU Motihari 10.0 TMU Total 190.0 Bulk Coolers Bulk Coolers Capacity(TLPD) Mgmt Biharsharif 12.0 VPMU Ekangarsarai 5.0 VPMU Asthawan 7.0 VPMU Gopalganj 4.0 TMU Saharsa 2.0 DRMU Lakhisarai 5.0 DRMU Jehanabad 5.0 COMFED Daltanganj 4.0 COMFED Others 136.5 Total 180.5 20
  21. 21. Other Plants Plant Capacity CFP, Patna 100 MTD CFP, Ranchi 100 MTD CFP, Kanti,Muz'pur 60 MTD Ice-cream plant,Patna 3TLPD PRODUCTIVITY ENHANCEMENT:- Increasing the number of Artificial Insemination Centers from existing 1108 to 2454. Increasing the production capacity of cattle feed plants from existing 155 Metric Ton per day (MTD) to 660MTD. QUALITY TRACKING Systems have led to the introduction of consumer friendly and upgraded packaging at lower costs, without compromising quality. PROCESSING INFRASTRUCTURE There are twelve dairy plants with total handling of 8.30 lakh Its./ day processing facility ,8 chilling centers, 10 bulk coolers provide additional chilling capacity of 2.42lakh./day. there is one ice-crem plant at patna of 3000 its/day capacity which catters to market of Bihar & Jharkhand . Most of these dairies are ISO/HACCP certified. For conserving surplus milk solid, one powder plant is functional at GAYA and another is coming up at Patna .COMPFED has three cattle feed plant for meeting the entire feed demand of the dairy cooperative societies. Ranchi cattle feed plant produces a variety of feed for cattle, pigs, fish etc. MILK MARKETING 21
  22. 22. The dairy average marketing of liquid milk in 2011-12 was 6.5 lakh liter/day. Marketing of milk and milk products is being done in 84 cities /towns through 6319 (including 405 whole day booth / parlor ) Outlets in Bihar/Jharkhand/ West Bengal and U.P. MILK PRODUCT MARKETING:- With a view to improve the financial viability of dairies, broaden the Product mix to serve a large section of the population and improve the disposal of milk procured by the Dairy Co-operative Society (DCS), The dairies have resorted to the production of long life, value added And fresh milk products. FUTURE PLANS BY 2015 (a).DCS ORGANISATION (b).Increasing the coverage of village 18% to 49% (C).Expanding the dairy co-operative network to 15000 DCS (d).Bringing 10.0 lakh rural families under co-operatives. (e).Milk procurement to reach 19.25 lakh kg/day. (f).Milk marketing to reach 16.00 lakh Its/day 22
  23. 23. 1.8. AWARDS AND RECOGNITIONS One lady AI worker of mithila milk Union honored by The National commission of Woman Vaishali partiliputra milk Union awarded with productivity Award in 2001-02 and 2005-06. Baurani Dairy was honored with national Best public Utility Service Award. Muzafferpur Dairy was honored with National productivity Award for the year 1994- 95, 2006-07, and Patna Dairy for the Year 2000-01, 2001-02 and 2005-06. Ratan Manbhaghangama DCS of GAYA Milk Union was awarded with “CO-Operative Excellence Award 2004” by Ministry of Agriculture Government of India. 23
  24. 24. 1.9 SWOT Analysis. STRENGTH:1) Good market penetration. 2) Motivated channel partner. 3) Well defined routes. WEAKNESS:1) Complaint handling was not up to mark. 2) Supply in certain area is very irregular and also route agents are not covering full routes. 3) Poor signage and display is making the routes week for the sale of Sudha product. 4) Interpersonal relationship with the company officials and the route agent is not satisfactory OPPORTUNITY: It is observed that in some newly establishing areas many new outlets are opening , sudha needs to concentrate on these new outlets and can  Gradually increase their sales in these are large number of mix outlets can be changed to sudha exclusive and raj exclusive to mix only areas. THREATES:1) Raj, Amul, Paras are the nearest competitor and it is catching up in the market penetration through price skimming and other promotional scheme. 24
  25. 25. Chapter 2 REVIEW OF LITERATURE: Perception & exception level of the consumer towards milk has become an important area for being explored because this is one section where organizational unit is primarily concerned. The hypothetical assumption of this report is that the consumers have a positive perception & linking towards the branded milk “sudha” & this area could be explored further for the purposes of gaining large market share. Hence, this is one section which could be explored & penetrated for purposes of gaining greater mileage. The other assumptions are -: -To study the milk marketing which are available in the market. - To study the consumers as well as dealers perceptions towards the market. Also, the total study conducted by us is based on assumptionsbeliefs that sudha owners have a strong sense of satisfaction because of various reasons especially from the point of view of milk marketing of all varieties. My entire study has been designed to test the level of hypothetical assumptions i.e. the concept of user‟s preference level. Whatever has been explained above indicates in short the pathways which I have adopted for conducting this main project training report & the succeeding chapters in their support would give a clear indication about the study at large & the analysis would give us an idea about the resultant outcome of the study 25
  26. 26. Chapter 3 RESEARCH METHODOLOGY 3.1. Research Problem Sudha dairy has lots of competitor in GAYA such as Raj, Amul, etc. Thus to satisfy the competitive environment & increase in sale of its products among others competitors lots of purchasing stage are being changed from time to time in order to have max customer satisfaction & hundred percent customer retention. So to increase the buying power of customer & increase in the sales of the products &raise as much revenue as possible is the biggest issue that the organization is facing among its competitors. 3.2. Research objective The main objective of the study in this project we are going to study the following:  To find the level of sales at the retail outlets in comparison to Other & brand  To investigate Market potential of Sudha Dairy Product in Gaya.  To know the preference of Customer and Retailer towards SUDHA milk.  To analyse the popularity and awareness level amongst the Customers and Retailer. 3.3. Scope of the Study The main scope of this study is to ascertain the effectiveness of Market potential of Sudha milk and various methods to increase the Sales Volume of the concern. The methods include regular information to the buyers creating a brand position in the market and taking measures to make the brand remain in its position. One of the important aspects of this study is also to increase the market segment for the product 26
  27. 27. 3.4. Research Methodology: Observation method  Experimental method  Survey method Under Research Methodology there are three types of methods for market potential research. They are as follows: a) The observation method b) The experimental method c) The survey method inclusive of panel method. In observation method data are collected on the direct observation. No talks take place. By observing the person the analysis makes the inventory as to product used by him at his home or kept as retailers stocks. In experimental method it is based on the concept that small-scale experiment is useful to indicate the expectations of large-scale experiment The survey method information is gathered directly from individuals three ways: 1.Telephone 2. E-Mail 3. Personal Interview The survey method is also mentioned as the “Questionnaire Technique” they are also segregated by: 1)In factual survey 2) Opinion survey 3) Interpretative survey or my project point of view, the method mainly used are: 1) Survey by route ride 2 )Personal interview by questionnaire technique. 1. The survey method by route ride I usually went with sudha van also with salesman. I met the retailers from outlets to outlets. This survey method helps me a lot to Understand about the distribution system and to understand the problem of retailers and other people. 27
  28. 28. 2. In addition to the personal interview by questionnaire technique. In this survey method I saw that the respondent was shown the exhibit and advertisement to give his personal opinion and attitude. In this method the direct interaction of occurred with the retailers and I could collect the reliable information from them it has also cost disadvantage that‟s why some were difficult to covered. METHODOLOGY: Methodology is a systematic way to undertake the study. It may be understood as a science of studying how study is done. In fact, success of the research project depends entirely on the data and therefore the methods employed in the collection of the data. 3.4.1. RESEARCH DESIGN: Research design indicates the methods of research i.e., the methods of gathering information and methods of sampling. Research design in the study is descriptive analytical research. It is designed to describe something, such as demographic characteristics or who use the product. 3.4.2. SAMPLING TECHNIQUE: The sampling techniques involved in this project are convenience sampling technique. The respondents were interviewed at various places like residence and outlet shop of milk products. SAMPLING PLAN: 1. Sampling unit: sampling unit consist of consumers and retailer, it mainly comprises of consumers and retailer in Gaya. 2. Sampling method: convenience sampling method. 3. Sample size: It consists of 100 consumers and 25 retailer. 3.4.3. DATA COLLECTION METHODS: 1.) Primary Data: 28
  29. 29. 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. QUESTIONNAIRE DESCRIPTION: The questionnaire was prepared consisting of structured and non-disguised. The questions were logically and sequentially arranged in the questionnaire so the proper and authentic information can be obtained from the respondents without any anomalies from the part of the respondents provided corrects response can obtained. Researcher had asked 16 questions from the customers And 12 question from Retailers. In this way Scope of the Study Researcher collect the data which is helpful for company to know about the market Potential. 29
  30. 30. Chapter 4 DATA ANLYSIS & FINDING /RESULT 4.1. Data Analysis & Interpretation METHODS OF ANALYSIS: In order to analysis the data obtained from questionnaire various statistical tools were used like the percentage, charts were used. DATA COLLECTION The available & quality of information is mainly dependent on the sources of information. This study is mainly based on primary & secondary data sources. The primary data has been collected on the basis of a structured schedule drawn up by us on approval from sudha management. The response has been gathered from the dealers & consumers to get more reliable information. The secondary data has been collected from Sudha‟s website, internal files, documents, internal magazines & on the basis of discussion I had. Tools of Representation:The Researcher represents the data analysis using as a tools like Data Table‟s and Pie Chart. 30
  31. 31. Analysis and interpretation for customer:1. Occupation of consumers surveyed Options no. of respondent Percentage House wives 22 22% Student 14 14% Self employed 21 21% Public sector 28 Privet sector 15 28% 15% From the above analysis it is interpreted that most respondent were public sector employee with 28%, self-employed 21%, house wives 22%, private sector employee15% while 14% are student. 2. Analysis of Customer Family Strength. Family Strength No of customer % 2 to 4 30 30 4 to 6 40 40 6 to 8 20 20 >=8 10 10 Family strength 2 to 4 4 to 6 6 to 8 >=8 From the above analysis it is interpreted that customers Family strength with highest 40% 4 to 6, 31
  32. 32. 30% 2 to 4, 20% 6 to 8 and 10% >=8. 3. Regular user of packed milk & the information in this regard would be of any use Options no. of respondent Percentage Yes 79 79% No 21 21% Above analysis says that 79% of customer is regular user of sudha and find information in this regard valuable while 21% are not. 4. Analysis of customer milk consumption per day normally. Family Strength No of customer Milk Ltr % 2 to 4 30 0-2 30 4 to 6 40 2-4 40 6 to 8 20 4-6 20 >=8 10 >=6 10 Milk Consumption by Customer 0-2 Ltr 2-3 Ltr 3-4 Ltr >=4 Ltr 5. Analysis of customer preference about brand 32
  33. 33. Brand respondent % Sudha 86 86% Raj 5 5% Amul 2 2% Paras 5 5% Local Product 2 2% customer Preference Sudha Raj Amul Paras From the above analysis it is interpreted that customers preference about brandwith highest 86% sudha,5% Raj, 2% Amul, 5% paras and 2% Local product. 6. Analysis of customer preference to milk of sudha. Options respondent percentage Quality 22 22% Price 20 20% Convenience 35 35% Taste 5 5% Brand 18 18% 33
  34. 34. From the above analysis it is interpreted that customers find convenience with highest 35%, quality 22%, price20%, brand18% and taste 5% while purchasing the sudha‟s product. 7. To find out that in case of some event or festival or weekend which brand of milk is preferred. Option Respondent Percentage Sudha 86 86% Raj 5 5% Amul 2 2% Paras 5 5% Local Product 2 2% Above analysis show that respondent mostly prefers sudha 86% highest, 5% raj, 2% amul& Local Product while paras 2%. 8. To know that they use sudha’s milk product or something else on special occasions. Options respondent Percentage Sudha 48 48% Local 10 10% Amul 30 30% Raj 12 12% 34
  35. 35. From the above analysis it is interpreted that respondent mostly use sudha‟s product on special occasions i.e.48%, Amul 30%, raj 12% and Local Product 10%. 9. Analysis of customer often purchase Sudha product. Option Respondent % Dailey 100 100 Weekly 0 0 Monthly 0 0 Occasionally 0 0 Respondent Dailey weekly Monthly Occasionally 10. Packaging of sudha milk which is mostly convenient in use or mostly purchased Options no. of respondent Percentage 1lit. 25 25% 500 ml 66 66% Less than 500 ml 9 9% 35
  36. 36. Above analysis show that respondent mostly prefers 500 ml tetra pack with 66%, 25% 1 lit. While 9% use less than 500 ml pack. 11. Access for awareness of consumer for different packed variety of sudha milk. Options respondent Percentage Sudha gold 24 24% Sudha Shakti 20 20% Animals milk 18 18% Sudha healthy 22 22% Sudha smart 16 16% From the an over analysis it is interpreted that respondent purchase sudha gold 24% highest one, sudhashakti 20%, healthy 22%, animals milk 18% &sudha smart 16%. 12. Customer comes to know about newly launched product of sudha by Options no. of respondent Percentage 36
  37. 37. Print 12 12% Electronic 14 14% Hoarding 16 16% Retailer 58 58% From the above analysis it is interpreted that customer came to know of sudha‟s product highest through retailer 58%, 12% by print media, 14% by electronic and 16% by hoarding. 13. Sudha milk/milk product price is reasonable or not Options no. of respondent Percentage Yes 62 62% No 38 83% Above analysis shows that 62% respondent find price of sudha milk/milk product is reasonable while 38% feels that price is not reasonable. 14. Analysis of satisfaction level of customers with sudha product line Options. Respondent percentage 37
  38. 38. Yes No 68% 32% it is interpreted that customer feel satisfied with highest 68% yes & 32% say no to it. 38
  39. 39. ANALYSIS & INTERPRETATION FOR RETAILERS 1. Analysis of customer visit on retailer outlet per day for sudha milk. No of customer Retailers Percentage 0 - 100 2 8% 100 – 200 5 20% 200 – 300 10 40% 300 – 400 8 32% >=400 0 0% Customer visit on sudha outlet 8% 32% 20% <=100 100 - 200 200 - 300 300 - 400 40% From the above analysis it is show the customer visit on retailers for sudha product. 2. Analysis the Brand kept by retailer for sell. Brand retailer Percentage Sudha 20 80% Local 2 10% Amul 1 5% Raj 2 10% Paras 0 0% Retailr keep brand to sell 39 Subha Local Amul Raj Paras
  40. 40. 3. Analysis of the milk sells by Retailer per day. Option Respondent % <=100 Ltr 0 0 (100- 200) Ltr 2 8 (200- 300) Ltr 5 20 (300- 400) Ltr 15 60 (400- 500) Ltr 3 12 >=500 Ltr 0 0 Milk sells <=100 Ltr (100-200) Ltr (200-300) Ltr (300-400) Ltr (400-500) Ltr >=500 Ltr 4. The preference level for selling of Sudha milk brand over other brands by the retailers (reasons) Options no. of respondent Percentage Popularity 5 20% Profit margin 5 20% Demand 15 60% 40
  41. 41. Above analysis shows that retailers sell Sudha brand over other brands due to popularity 20%, due to profit margins 20%, due to demand 60%. 5. The maximum sales of the brand milk product by retailer. Options no. of respondent Percentage Sudha 23 80% Raj 0 8% Amul 0 92% Paras 0 8% Local 2 8% Maximum sales of the brand milk Sudha 8% Raj 92% Amul Paras Above analysis shows that retailers Maximum sales of the Sudha brand 92%, other 8% 6. Level of consumption of customers during weekends or festive seasons increases or Not Options no. of respondent Percentage Yes 25 100% No 0 0 41
  42. 42. From the above analysis it is interpreted that there is increase in the level of consumption during weekends or festive seasons with 100% yes & 0% saying no it. 7. Demand for milk increase is taken care by the organization or not Options no. of respondent Percentage Yes 20 80% No 5 20% Above analysis shows that 80% retailers satisfied with the care taken by the organization in case of increase in demand while 20% are against it. 8. The level of existing distribution policy of organization Options Respondent Percentage Very good 10 40% Good 12 48% Better 2 8% Bad 0 Neither good nor bad 0 3 12% level of existing distribution policy Very Good Good Better Bad Neither good nor bad 42
  43. 43. Above analysis shows that 40% retailers find the existing distribution policy good. 9. Analysis of the opinion of retailers on the margin of profit being provided to them by the organization Options Respondent Percentage Very good 12 48% Good 8 32% Better 3 12% Bad 0 Neither good nor bad 0 2 8% Opinion of retailers on the margin profit Very good good Better Bad From the above analysis it is interpreted that retailers feel very good with highest 48%. 10. Analysis of the satisfaction of Retailer with the current margins and services of Sudha brand. Options no. of respondent Percentage Yes 22 88% No 3 12% Satisfaction of Retailer with the current margins and services Yes No 43
  44. 44. 4.2. FINDING ANLYSIS /RESULT OF THE STUDY Finding:On the basis of survey, based on 100 respondents of customer and 25 retailers there are various findings given below:- Customer: It was found that first 4 analyses show the potential of Sudha product in Gaya market.  It was found that analysis 5 to 7 show the customer preference and 8 to 10 show the popularity about Sudha milk. It shows the highly preferred brand is sudha and it is most popular among customer.  It was found that analysis 11 to 12 show the customer awareness level about sudha Milk and 13 to 15 show the customer satisfaction about sudha. It shows that mostly customer aware the sudha product through retailer.  It was found that that customer came to know of sudha‟s product highest through retailer 58%, 12% by print media, 14% by electronic and 16% by hoarding. Retailer: It was found that first 3 and 5 analyses show the market potential of Sudha product through customer visit on outlet It also show the popularity of Sudha milk.  It was found that analyses 4 to 8 show preference level retailers about Sudha milk.  It was found that analyses 9 &10 show the retailer‟s satisfaction level about Sudha milk. 44
  45. 45. Chapter - 5 CONCLUSION, SUGGESTIONS CONCLUSION:After Completing the Study Related to the project, We Draw Following Conclusion Customer:1. Among competitor the sale of Sudha‟s is very high and Most of customer prefers Sudha‟s product than other. 2. Sudha is top in the list among different brand in Gaya. Retailer: Retailers feel good on the profit margin being provided by the organization.  During our project, we find that the distribution channel of Sudha is not very good in Gaya region.  It was found that 80% retailers satisfied with the care taken by the organization in case of increase in demand while 20% are against it.  Retailers sell sudha brand over other brands due High demand. 45
  46. 46. SUGGESTIONS:SUDHA DAIRY should introduce some change in its marketing function and advertising to market more rational. The following factors to be worthy of consideration:1. A complain Register should be provided by the company to every distributor in every route so that, retailers/customers can write their problems. The complaint register should be checked by consumer executive and depot in charge at time to time. 2. Facilities provided by the company should be increased. Facilities requirements should be fulfilled in all the rural and urban area properly after deeply study for various aspects or retailers by the help of company employee and depot in charge. 3. The company should improve the distribution policy. 4. Sudha Dairy should be provided it‟s the rural area also. LIMITATION:- 1. In our project we were supposed to visit every day in the company but due to some unavoidable circumstances like weekly holiday, occasional holiday, we could not visit in the company. 2. Lack of proper information and experience also became hurdles for us. Some particular persons are not have sufficient time to talk with us. 3. Off course, money also played a vital factor in the whole project duration 46
  47. 47. BIBLIOGRAPHY BOOK:A. Kotler. Philip,& Armstrong. Gary ,( 2006), Principals of marketing 11thEdition.,publication B. Malhotra .NareshK. ,(2007) , Marketing Research-An Applied Orientation, 5th Edition. WEBSITES: www.COMPFED.co.in  www.indiandairy.com/editoria  www.business.fmcg.org  www.sudha.com  www.marketing.sudha.co.in  Sudha Wikipedia SEARCH ENGINES: Articles: www.google.com Competitors, www.yahoo.com Attractive features of the Company 47
  48. 48. QUESTIONNAIRE FOR CONSUMER (For the GAYA market survey of sudha Dairy Product) NAME:______________________________________________________ ADDRESS:___________________________________________________ CONTACT NUMBER:__________________________________________ 1. What is the Occupation of consumers? A. House wives B. Student C. Self employed D. Public sector E. Privet sector 2. How many members in your family? A. 2 to 4 B. 4 to 6 C. 6 to 8 D. >=8 3. Are You regular user of packed milk or not? A. Yes B. No 4. How much milk you buy normally? A. 0-2 Lrt B. 2-3 Ltr C. 3-4 Ltr D. >=4 Ltr 5. Which brand of milk do you prefer? A. Sudha B. Raj C. Amul D. Paras E. Local Product 6. What is the reason of preferring any brand of milk? F. Quality G. Price H. Convenience 48
  49. 49. I. Taste J. Brand 7. In case of some event or festival or weekend which brand of milk is preferred by you. A. Sudha B. Raj C. Amul D. Paras E. Local Product 8. Do you use sudha‟s milk product or something else on special occasions. A. Sudha B. Raj C. Amul D. Paras E. Local Product 9. How often do you purchase Sudha product ? A. Dailey C. Weekly B. Monthly D. Occasionally 10. Size of package mostly purchased by you. A. 1lit B. 500 ml C. Less than 500 ml 11. Do you aware of the varieties of sudha milk ? A. Sudha gold B. Sudha Shakti C. Animals milk D. Sudha healthy E. Sudha smart 12. How you, comes to know about newly launched product of sudha by? A. Print B. Electronic C. Hoarding D.Retailer 13. Sudha milk/milk product price is reasonable for you or not? 49
  50. 50. A. Yes B. No 14. Are you satisfied with the quality and services of Sudha Product? A. Yes B. No If no, Why…………………………………………………………………… 15. Would you expect something more from sudha(in quality, variety and services)? ___________________________________________________________________ _______ 16. Any suggestion by you for Sudha products. ______________________________________________________________________ _____________________________________________________________________ 50
  51. 51. QUESTIONNAIRE FOR RETAILERS (For the market survey of SUDHA Dairy Products in GAYA market) Name:………………………………………......................... ................................... Address:………………………………………............................................................ Contact no.:…………………………………... 1. How many customer visits on your outlet for sudha milk in per day A. <=100 D. 300 - 400 B.100 – 200 C.200 – 300 E.>=400 2. Which brand kept by retailer to Sell? A. Sudha B. Local C . Amul D. Raj F. Paras G. Other 3. How much milk sell by Retailer per day? A. <=100 Ltr B. (100- 200) Ltr C. (200- 300) Ltr D. (300- 400) Ltr E. (400- 500) Ltr F. >=500 Ltr 4. In which preference level for selling of Sudha milk brand over other brands by you? A. Popularity B. Profit margin C. Demand 5. According to Retailer which brand milk product, has maximum sales? A. Sudha D. Paras B. Raj C. Amul E. Local 6. Level of consumption of customers during weekends or festive seasons increases or Not. A. Yes B. NO 7. Demand for milk increase is taken care by the organization or not. A. Yes B. NO 51
  52. 52. 8. How retailers feel about level of existing distribution policy of organization? A. Very Good B. Good C. Better D. Bad E. Neither good nor bad 9. How retailers feel about profit margin being provided by the organization? A. Very Good B. Good C. Better D. Bad E. Neither good nor bad 10. Are you satisfied with the current margins and services of Sudha brand? A. Yes B. No 11. Would you expect something more from Sudha (in quality, variety and services)? ___________________________________________________________________ _______ 12. Any suggestion or observation to increase the volume of sale of Sudha brand? …………………………………………………………………………………………… …………………………………………………………………………………………… 52
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