About Distribution channel of Gokul Company.

1. A
SYNOPSIS
OF
“A STUDY OF DISTRIBUTION CHANNELS OF GOKUL MILK IN
SELECTED VILLAGES OF KOLHAPUR DISTRICT”
WITH SPECIAL REFERENCE TO
“KOLHAPUR ZILLA SAHAKARI DUDH UTPADAK SANGH LTD.”
SUBMITTED TO
“SHIVAJI UNIVERSITY, KOLHAPUR”
IN PARTIAL FULFILLMENT OF THE DEGREE
OFMASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
PATIL AKSHAY RAJESH
UNDER THE GUIDANCE
OF
MR. RANJEET BHOSAE
(B.B.A, M.B.A, M.Phil.)
THROUGH
THE DIRECTOR,
KOLHAPUR INSTITUTE OF TECHNOLOGY’S
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH
KOLHAPUR- 416234
2020-2021

2. INTRODUCTION TO THE STUDY & RESEARCH METHODOLOGY
1.1 Introduction:
The project report is on distribution of Gokul milk in selected rural areas
of Kolhapur district. The project has the study and survey of distribution channel of
Gokul milk and the scope of Gokul milk. The distribution process of Gokul milk
from manufacturers, retailers, wholesalers have been studied. The study includes the
objectives of scope of marketing, distribution policies, opinion of retailers and
marketing position of Gokul milk. The scope of the study is based on geographical
analytical functional scope of Gokul milk. In the project the process of distribution
channel of Gokul milk is studied. The project study and survey determine that Gokul
milk has good market share. Factors considered by the customers before
purchasingmilk such as freshness, thickness and availability. These all factors are
consumed by the Gokul, so customers are satisfied with Gokul milk.
The main objective of the study is to know the distribution of Gokul milk.
The process conducted by the Gokul has been studied. The questions such as how
goodsare distributed, to whom distributed, time of distribution, response about milk
were asked to the concerned one of the companies. From the opinions of retailers
Gokul has good distribution channel. In today’s pandemic situation Gokul has
managed to deliver their milk to their customers, retailers, wholesaler so on.
A distribution channel is a path by which all goods and services must travel to
arrive at the intended consumer. Conversely, it also describes the pathway
payments make from the end consumer to the original vendor. Distribution
channels can be shortor long, and depend on the number of intermediaries required
to deliver a product or service.
About Gokul, the Kolhapur Zilla Sahakari Dudh Utpadak Sangh Ltd.,
Kolhapur established on 16th
March, 1963 under Co-operative Societies made a
moderate beginning by collecting 700 liters of milk per day from 22 societies. The
basic function of the union during the formative years was to obtain the milk and
supply it to the government dairy in Tarabai Park, Kolhapur. This modus operandi
continued for many years.

3. 1.2 Objectives of the Study:
1) To study the scope of distribution channels of Gokul Milk.
2) To study the distribution policies of Gokul milk in Kolhapur District.
3) To know the opinion of retailers about Gokul Milk.
1.3 Research Methodology:
The research Methodology of the study refers to the methods used to
Collect the require data for research work. The data required has been collected
from following data collection method: - 1) Primary Data, 2) Secondary Data.
Methods of Data Collection:
Primary Data-
(a) Interview with the concerned officer
An interview with concerned officer has been carried
out tocollect the require data for research work.
(b) Questionnaire method
A questionnaire method is used to collect required
data. Few systematic questioned were framed for
retailers andresponses were collected for the study.
Secondary Sources-
The secondary data of the organization helps me a lot. researcher has
collected all the information from marketing department of Gokul Milk.
(a) Records of the company help me to get details, regard-
ing the history of the company.
(b) A number of books in library on marketing were referred to collect
theoretical background relating to distribution.

4. 1.4 Sample Size:
The sample size of the retailers is from selected villages of Kolhapur district.
There are 121 villages in Kolhapur district. It is impossible to researcher to visit all the
villages of Kolhapur district. Hence, the researcher has selected 50 retailers from 17
selected villages of Kolhapur district as per convenience of random sampling method.
1.5 Limitations of The Study:
1) The study is limited for Gokul Milk only.
1.6 Findings:
• It is seen that 30% retailers are more than 7 years in the business.
• From the responses of retailers, the 56% retailers have kept only Gokul milk.
• From the responses of retailers 46 % said that Gokul is better than others because service
provided to them is better than others.
• As per the results 84% retailers are satisfied about Gokul milk because they have no
complaints about the product.
• It is seen that the 68% retailers said that Gokul milk gives better facilities as compared
to other competitors.
• According to the survey 78% retailers are said that the sale of Gokul milk is higher as
compared to others.
1.7 Suggestions:
• The Gokul may sell maximum products in order to maximize profit. In the market
currently number of competitors are available so it is must to increases the sale of
product to increases their profitability.
• Gokul would give maximum commission to the retailers in order to satisfy the retailers.
Compare to other competitors the amount of commission is higher than Gokul.
• Gokul must improve the packaging in order to attract more customer to the product.
• Gokul should try to maintain their sales volume in order to maintain/ increase their
market position. Maintain sales is important for the market share of Gokul milk in
market.

5. 1.8 Conclusion:
From the survey conducted it is observed that Gokul milk has a good market
share. Factors considered by the customer before purchasing milk are freshness, taste, thickness
and availability. Retailers as well as Customers are satisfied by, the quality of products offered
by Gokul. Gokul has good market share in Kolhapur district rather other competitors of Gokul
such as Warana, Shahu, Amul are trying tough to compete with Gokul. Due to good quality
product and better facility provided to retailers Gokul has become greatest diary company in
Kolhapur district.
Bibliography:
Source of Information:
Books:
1. Marketing Management by Prof. Philip Kotler.
Internet:
1. www.gokul.com
2. www.wikipedia.com