Mother dairy calcutta

“A study on brand preference of dairy products
from retailer’s perspectives finding out the
factors influencing the decrease in demand for
Mother Dairy products”
Organization Name: Mother Dairy Calcutta
Summer Internship Project Report submitted towards
partial fulfillment of
1

Master of Business Administration
In
Marketing
(Approved By AICTE, Govt. of India)
Academic Session: 2016 - 18
Submitted by
Student Name: ANIRUDDHA CHOWDHURY
University Roll No. : 10400916150
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University Registration No. : 161040710014 of 2016-18
INSTITUTE OF ENGINEERING AND
MANAGEMENT
D1,SECTOR V,SALTLAKE ELECTRONIC COMPLEX
KOLKATA - 700091
3

CERTIFICATE
This is to validate that Mr. Aniruddha Chowdhury, has completed his
summer internship at Mother Dairy, and has submitted this project
report entitled “A study on brand preference of dairy products from
retailers perspectives and finding out the factors influencing the
decrease in demand for Mother Dairy products” for the requirements
for the award of MBA in Marketing Management.
This Report is the result of his own work and to the best of my
knowledge no part of it has earlier comprised any other report,
monograph, dissertation or book. This project was carried out under
my overall supervision.
4

Date:
Place:
-----------------------
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Internal Faculty
Guide
5

The satiation and euphoria that accompany the successful completion
of the project would be incomplete without the mention of the people
who made it possible.
I would like to take the opportunity to thank and express my deep
sense of gratitude to my corporate mentor Mr. Rupen Bose and my
faculty mentor Prof. Asok Kumar Banerjee. I am greatly indebted to
both of them for providing their valuable guidance at all the stages of
the study, their advice, constructive suggestions, positive and
supportive attitude and continuous encouragement, without which it
would have not been possible to complete the project.
I would also like to thank Mrs. Shankari Guin (Senior Marketing asst.)
who in spite of busy schedule has co-operated with me continuously
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and indeed, her valuable contribution and guidance have been certainly
indispensable for my project work..
I owe my wholehearted thanks and appreciation to the entire staff of
the company for their cooperation and assistance during the course of
my project.
I hope that I can build upon the experience and knowledge that I have
gained and make a valuable contribution towards this industry in
coming future.
8

EXECUTIVE SUMMARY
This project focuses on finding out right awareness, of different brands
of dairy companies, requirement of retailers on daily and weekly basis,
fall back of the supply of Mother Dairy products. The project was
started on 21
th
of June, 2017 after knowing all the relevant information
about the milk production and distribution channels, under the
guidance of Mr. Rupen Bose (Marketing Manager).The summer
internship project includes the study of retailers(agents) in
Madhyamgram, Barasat, Hridaypur region to know their awareness,
understanding, perception of agents towards different brands of diary
products and the reason for decrease in demand of Mother Dairy
products. For this I used the method of personal interviews and
10

questionnaires for agents. The sample size of retail outlets were 30 to
carry out the personal interview.
The project involves the study of agents, dealing in mother dairy as
well as competitor brands through the scope of availability and their
problem areas in context with the supply of Mother Dairy products.
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SL NO. CONTENTS PAGE NO.
1. Introduction 6
2. Company overview 7-10
3. Literature review
 Competitor analysis
11-17
18-21
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4. Objectives of the study 22
5. Research methodology 22
6. Data analysis and findings 23-29
7. Conclusions 30
8. Limitations of the project 31
9.
10.
11.
Recommendations
References
Appendix
32-33
34
35-39
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Milk production in India has doubled and has reached the 116.2
million tons a year thus becoming India’s No.1 farm commodity. The
current market size of the dairy industry is INR 2.6 trillion and is
estimated to grow up to INR 3.7 trillion by 2015. So there is stiff
competition among the business organizations dealing with milk and
milk products in Kolkata to become the market leader.
The players are putting their strenuous efforts to retain the existing
consumers and capture the new market and for this increase of brand
awareness, credit facility for the retailers, price definition is one of the
crucial method. Mother Dairy is not far behind in the competition and
hence the objective of this project is understanding of the different
reasons for decrease in demand of Mother Dairy products and making
the retailers aware of different variety of products.
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This helps in getting practical experience about marketing research,
channel distribution, sales, and developing new strategies. To achieve
this objective primary data was required hence survey was conducted
on retailers through set of questionnaires. The sample size is 30 retail
outlets to conduct the research in 50 days.
With the help of the responses given by the retailor and data analysis,
the company will be able to understand its strengths, weakness,
opportunities and threats. The survey report submitted by me will
assist the company to take right decisions to increase the turnover and
market share.
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2.3 COMPANY PROFILE
2.3.1 OVERVIEW OF THE MOTHER DAIRY
Mother Dairy was set up in 1974 under the Operation Flood
Programme, a wholly owned subsidiary of the National Dairy
Development Board (NDDB). Mother Dairy markets approximately
3.2 million liters of milk daily in the markets of Delhi, Mumbai,
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Saurashtra and Hyderabad. Mother Dairy milk has a market share of
66% in the branded sector in Delhi where it sells 2.5 million liters of
milk daily and undertakes its marketing operations through around
1400 retail outlets and over 1000 exclusive outlets of Mother Dairy.
It is Mother Dairy’s constant endeavor to: Mother Dairy milk has a market
share of 66% in the bra
 Ensure that milk producers and farmers regularly and
continually receive market prices by offering quality milk, milk
products and other food products to consumers at competitive
prices. To ensure this Mother Dairy operates such that the
farmer gets 85% of the total cost of sales.
 Uphold institutional structures that empower milk producers
and farmers
through processes that are equitable.
Mother Dairy markets app.2 million liters of milk daily in the markets of Delhi,
Mumbai,
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Mother Dairy is an IS/ISO 9002, IS 15000 HACCP and IS 14001 EMS
certified organization. Moreover, its Quality Assurance Laboratory is
certified by National Accreditation Board for Testing and Calibration
Laboratory (NABL) - Department of Science and Technology,
Government of India.
The company derives significant competitive advantage from its
unique distribution network of bulk vending milk booths, retail outlets
and mobile units. Mother Dairy ice creams launched in the year 1995
have shown continuous growth over the years and today boasts of
approximately 62% market share in Delhi and NCR. Mother Dairy also
manufactures and markets a wide range of dairy products that include
Butter, Mishti Doi, Paneer, Dahi, Ghee, Cheese, UHT Milk, Probiotic
Products, Lassi & Flavoured Milk and most of these products are
available across the country.
Safal is the market leader in the organized fruit & vegetable retail
business in Delhi NCR where it sells an average of 300 MT/day
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through a network of 350+ exclusive retail outlets under brand name
Safal/ Safal Pure Veg, supported by a state-of-the-art large and
ultramodern Central Distribution Facility located in Delhi with an
annual capacity to handle and process 2,00,000 MT of fresh fruits and
vegetables. Safal today operates the largest number of F&V Stores in
Delhi
NCR and has further expansion plans in place. Retail Outlets are also
present in Bangalore under the brand name Safal Daily Fresh.
Safal has a prominent presence in Export market spread across 40
countries viz., USA, Europe, Russia, Middle East, Asia and Africa and
exports Fresh Fruits & Vegetables (Grapes, Banana, Gherkin, Onion,
etc.), Fruit Pulp & Concentrate, Frozen Fruits & Vegetables, etc. A
state-of-the-art fruit processing plant of fruit handling capacity of
15,000 MT annually, setup in 1996 at Mumbai supplies quality
products in the international market. With increasing demand another
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state-of-the-art fruit processing plant has been set up at Bangalore with
fruit handling capacity of around 50,000 MT annually.
The Dhara range of edible oils is marketed by Mother Dairy. Today it
is one of the leading brand of edible oils and is available across the
country in over 2, 00,000 outlets. The brand is known for its PURITY
and focuses on the indigenous oil. The brand is currently available in
the following variants: Refined Vegetable Oil, Refined Soybean Oil,
Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard
Oil and Filtered Groundnut Oil
2.3.2 OBJECTIVES AND BUSINESS PHILOSOPHY OF MOTHER DAIRY
The main stakeholder of Mother Dairy was the farmer member for
whose welfare it existed. Unlike other organizations, their objective is
not to maximize the profit. They are more interested in giving the best
price for the farmers for their milk than in making a large profit. Thus
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they look at the price given to their suppliers as not a cost but as an
objective.
Mother Dairy had, as its main objective, “carrying out activities for the
economic development of agriculturists by efficiently organizing
marketing of milk and dairy produce, agricultural produce in raw
and/or processed form and other allied produce”. This was to be done
through:
• Common branding
• Centralized marketing
• Centralized quality control
• Centralized purchases and
• Pooling of milk efficiently
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Mother Dairy had declared, as its business philosophy, the following:-
Ensure that milk producers and farmers regularly and continually
receive market prices by offering quality milk, milk products and other
food products to consumers at competitive prices and;
 Uphold institutional structures that empower milk producers and
farmer through processes that are equitable.
The biggest strength of Mother Dairy was the trust it had created in the
minds of its consumers regarding the quality of its products. NDDB,
and its brand Mother Dairy, stood for guaranteed purity of whatever
products it had produced. Adulteration was simply not done in any of
its products. In India, where such trust was hard to come by, this could
provide a central anchor for Mother Dairy’s future business plans. For
more than 40 years' Mother Dairy helping to create a national network
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has been adapted and extended to other commodities and areas. Their
constant effort to learn and to enrich experience is central to their
approach and capacities. In times to come, Mother Dairy shall strive to
become a leading player in the food industry in India.
2.3.3 Product Profile
S.No
. Product Name Brand Name Items
1. Milk and its Products Mother Dairy Packaged Milk (Full Cream,
Standardised, Toned, Double
Toned Skimmed and Pro-biotic),
Butter, Dahi, Ghee, Cheese, Ice
Creams, UHT Milk, Lassi &
Flavoured Milk.
2. Edible Oils Dhara Refined Vegetable Oil, Refined
Soybean Oil, Refined Sunflower
Oil, Refined Rice Bran Oil, Kachi
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Ghani Mustard Oil and Filtered
Groundnut Oil.
27

3. Fresh and frozen fruit Safal
Fruits, Vegetables, Rice,
Processed
28

and vegetable Items (jams, juices, ketchup,
pulp,
products etc.)
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MOTHER DAIRY, KOLKATA
 MOTHER DAIRY CALCUTTA -a Government of West Bengal
project, was started under Operation Flood II of National
Dairy Development Board.
Covering approximately 852 sq kms.

The commissioning of the Dairy started in July 1978 and the first
Distribution vehicle loaded with milk sachets rolled out of the Dairy in
the morning of 8th December 1978.
 On 24th March 1982 , the then Honourable Chief Minister Shri
Jyoti Basu dedicated Mother Dairy Calcutta to the rural milk
producers and urban milk consumers of West Bengal.
 Mother Dairy safeguards the interest of the rural milk producers
by encouraging co-operative movement & marketing the surplus
milk available from the villages,
 Wealth in the shape of as profounder by Dr. V.Kurian, The
MilkMan of INDIA. In November 1996 , the management of
Mother Dairy was taken over by West Bengal.
 Under Operation Flood III in the year 1997, the processing
capacity of the plant was increased from 400,000 liters per day to
600,000 liters per day.
 In the year 2003 Mother Dairy Calcutta received ISO 9001:2000
and the certification agency is SGS India Pvt. Ltd., a renowned
London based Organization .ISO also revised to ISO 9001:2008.
 Mother Dairy has launched milk and curd in Kolkata market with
milk having three variants namely Full Cream Milk (FCM),
Toned Milk (TM), and Double Toned Milk (DTM). They are
available in the size ranges of 200ml, 500ml, and 1liter.While
curd is available only in the range of 200ml.

Mother Dairy Kolkata differentiates its operations from that of Delhi in
terms of the concepts of agents, transporter cum distributor , limited
variants etc.

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LITERATURE REVIEW
Mother Dairy was set up in 1974. Mother dairy Kolkata is a
government of West Bengal project, was started under Operation Flood
II of National Dairy Development Board. It was set up initially to cater
to the demand of the Kolkata urban agglomeration spread over the
Kolkata Metropolitan area, later it reached out to the consumers of other
districts also. The commissioning of the Dairy started in July 1978.
Initially, the management of Mother Dairy was looked after by the
National Dairy Development Board . On 24th March 1982 , the then
Honorable Chief Minister Shri Jyoti Basu dedicated Mother Dairy
Calcutta to the rural milk producers and urban milk consumers of West
Bengal.
Mother Dairy is an IS/ISO 9002, IS 15000 HACCP and IS 14001 EMS
certified organization. Moreover, its Quality Assurance Laboratory is
certified by National Accreditation Board for Testing and Calibration
Laboratory (NABL)-Department of Science and Technology,
Government of India.
At Mother dairy milk is produced by mixing raw milk, white butter and
skim milk powder. Skim milk powder is made by mixing cow and
buffalo milk obtained during breeding seasons through various co-
operatives in West Bengal and converting them into powder in order to
store for a longer period. Raw milk is obtained on a daily basis from the
co-operatives. It is then stored in chilling plants and transferred to the
Mother dairy factory through insulated tanks. While raw milk is stored
in the cold chain at 2°C skim milk powder and white butter is stored
under normal temperature. This milk is then pasteurized at 78° C in
order to make it free from germs and then it is homogenized.
Mother dairy is presently selling Milk & Milk Products like Khatta
Doi , Flavoured Yoghurt, Plain yoghurt, Paneer, Ice cream and Packaged
Drinking Water. The entire product mix is shown below :
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Each of the products is further discussed in details:-
MILK
Varieties in Milk :
Sl.No Product Fat Solid not Fat Water
content (SNF)
1 Double Toned Milk 1.5% 9.0% 89.5%
2 Toned Milk 3.0% 8.5% 88.5%
3 Full Cream Milk 6% 9% 75%
4 Cow Milk 3.5% 8.5% 88%
5 Skimmed Milk 0.5% 9.5% 90%
Double toned Milk
It s fresh it s pure it s co-operative milk with‟ ‟ ‟
assurance
of Mother dairy. Mother dairy double toned
milk - tasty
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and nutritious with low fat content. A dream come true ,
especially for all the calorie conscious people who love
the taste of milk but are worried of its cream content.
Mother dairy double toned milk complements your daily
workout perfectly. So , to maintain complete harmony
between your body and soul you ve got to “fresh and pure”.‟
Toned Milk
Mother dairy bulk vended token milk –
healthy and
Tasty to the last drop. Homogenized to
evenly distribute
the cream content , it s thicker and a lot‟
easier to
digest. It’s the magic of homogenization
that makes
your kheer thicker and shake frothier. Fortified with
Vitamin A , which not only is good for your complexion
but also helps prevent night blindness. What’s more ,
it gives your children the energy to stay active through
work and play
Full Cream Milk
Mother dairy full cream milk - wholesome and
healthy.
Packed with energy and nutrition that’s
essential for gro-
wing kids. It makes them stronger from within
and keeps
them active and healthy. So before they go to bed , and
after they rise give them Mother dairy full cream milk to
keep them healthy and wise and to see them „grow faster .‟
Cow Milk
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Mother dairy’s cow milk has a yellowish tinge due to pres-
ence of an element called carotene and is a good source of
Vitamin –A,B-12 and Vitamin D. Cow milk is considered
to be easily digestible. Whether poured on breakfast cereal
or enjoyed alone as a cold glass of milk, this can be enjoyed
year around.
Skimmed Milk
In skimmed milk , as much of the fat as is
possible is
removed , yet it continues to supply all the
nutrients that
full cream milk does. The young at heart would
particularly
find it a tempting option. So its the best option to remain
energetic and young.
Margin (per liters) :
Sl.No Product Distributor’s Retailer’s MRP
Price Price
1
Double Toned
Milk 19.65 20.00 21.00
2 Toned Milk 20.75 21.10 22.00
3 Full Cream Milk 25.45 25.80 27.00
4 Cow Milk 22.65 23.00 24.00
5 Skimmed Milk 17.65 18.00 19.00
Shelf Life: 2 days under 4°C
Average Daily Sales (in liters): 335000 lakh
OTHER PRODUCTS
Sl.No Product
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1 Mishti Doi
2 Plain Yoghurt
3 Favoured Yoghurt
a) Vanilla
b) Green Mango
c) Chocolate
d) Pineapple
4 Paneer
5 Ice-cream
6 Packaged Drinking
Water
Misti Doi Plain Yoghurt
Flavoured Yoghurt
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Paneer
Drinking Water
Margin (per 100
gms) :
Sl.No Product Distributor’s Retailer’s MRP
Price Price
1 Mishti Doi 6.50 7.20 8.00
2 Plain Yoghurt 6.50 7.20 8.00
3 Flavored Yoghurt
a
) Vanilla
b
) Green Mango 6.50 7.20 8.00
c
) Chocolate
d
) Pineapple
4 Paneer 17.50 18.50 20.00
Shelf Life :
Yoghurt : 8 days under 4°C
Ice-cream : 1 year under -18°C
Drinking Water : 9 months under normal conditions
Average Daily Sales :
Yoghurt : 3600 Kgs
Paneer : 800 Kgs
Ice-cream : 1200 kgs
Processing
At mother dairy, the processing of milk is done by process automation
whereby state of the art microprocessor technology is adopted to integrate
and completely automate all functions of the milk processing areas to ensure
high product quality/reliability and safety. There are four ways of milk
processing –
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Firstly, Clarification, in which milk is spun at very high speed, removing all
dust particles that are invisible to the naked eye.
Secondly, Standardisation which help to maintain uniformity by raising or
lowering its fat and SNF (solid not fat) percentage to a desired levels, so as
to deliver milk to consumers as per prescribed PFA norms.
Thirdly, it is Homogenization which improves palatability of milk.
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Finally, Pasteurization, which kills all pathogenic bacteria present in the milk
and thus making it safe for consumption.
Quality Control
Stringent quality control methodologies are employed in Mother Dairy.
 The milk is tested for adulterations and quality at the time of collection
from the farmers.
 The Milk that comes from the collection points to the Mother Dairy plant
is ensured to have a temperature of not more than 4°C and is subjected to 15
product and quality checks.
 The Milk quality is checked repeatedly after each processing phase and
the temperature is judiciously maintained less than 4°C always.
 Before the milk leaves the plant for the delivery/distribution outlets the
milk is tested again.
 The temperature of milk in the delivery trucks is always maintained less
than 4°C.
 All the trucks that deliver milk have specified guidelines to bring back
100 litres of milk after distribution. This is done in order to test the delivered
milk and to ensure that the tankers are not adulterated during distribution.
 Since all the employed processing procedures are automated, no
contamination by human hands takes place.
 To ensure milk freshness the collection and distribution points are always
chosen such that the travel time between them is always less than 36 hours.
Out of the total production about 9% goes directly to the institutions ,23% is
the loose token milk and the rest is distributed through LAD s.‟
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Distribution Network :
a) Token Distribution: Also, termed as “Lohe ki bhains” (metal buffalo), is
an automated milk vending machine.
b) Distributors: The packaged milk is distributed via the distributor network
throughout the city.
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COMPETITOR ANALYSIS
AMUL
Amul is the acronym for Anand Milk Union
Limited, a dairy cooperative company in
Gujarat, India that markets a wide range of
products including milk powders, milk,
butter, ghee, cheese, chocolate, Shrikhand,
Gulab Jamun, ice cream, cream, and others
making it the largest food brand in India.
Amul has spurred the White Revolution of
India, which has made India the largest producer of milk and milk products
in the world. It is one of the best examples of co-operative achievement in
the developing economy. Amul entered the pouched milk market in Kolkata
in 2005 and then onwards giving a tough competition to Mother dairy
.Presently Amul has a 40 % market share in the branded milk segment.
Product
The varieties of Amul milk available in
Kolkata are :
 Amul Taaza Toned Milk 3% fat
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 Amul Gold Full Cream Milk 6% fat
 Amul Slim & Trim Double Toned Milk 1.5% fat
 Amul Tea Special
At Amul skim milk powder is procured from the cooperatives of Gujarat
which is much superior in quality when compared to the cooperatives of
West Bengal leading to better quality of products.
Price
When compared to Mother dairy , the distributors margin of Amul is .50p/ltr
whereas Mother dairy gives .30p/ltr .In case of retailers Mother dairy has
fixed margin in every part of West Bengal .However Amul gives different
margins depending upon the location and sale of the retailer which becomes
a great incentive to sale. The price of the milk to the end consumer is
however similar to Mother Dairy.
Place
The availability of milk is a major concern among the consumers. Amul with
its vast distribution network has enhanced the market and is responsible for
its growth. Amul has made pouched milk available in almost all suburbs of
West Bengal where we cannot find Mother dairy even today. Mother dairy is
not able to cater to those markets because their size is comparatively small
and with the current retailers and distributors margin there is hardly any
profit left to them because the expenditure is much more.
Promotion
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Amul has a great brand image in the mind of the customer .Their expert
marketing and advertising strategies add all the more to the sales.
METRO DAIRY
Metro Dairy was founded in the year 1994 as a
new venture of Keventer Agro Ltd. It was
India's first dairy project in public private
partnership. A three-way joint venture was
signed between West Bengal Milk Federation,
Keventer and NDDB, forming 'Benmilk
Keventer Limited' to enhance milk supply in
Kolkata.
The initiative had a strong backbone of:
 An ultra-modern, state-of-the-art plant -
the most modern plant in Asia.
 Fully equipped with complete
automation and very high level quality
and state-of-the-art control systems.
 The fully automated plant restricts any hand touch right from the time
milk is brought out from tankers till the point milk is finally packed.
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 World Bank
funded the project
under Operation
Flood, Phase III
with the objective
of providing fair
treatment to
farmers and
eliminating middle
men.
Having earned laurels in the milk industry, the Keventer Group extended to
the ice-cream category in 1998. In a handful of years, established itself as
one of the major competitor in the milk and ice-cream industry. Currently
20,000 litres of ice cream is produced per day.
KWALITY WALLS
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Kwality Wall's…the brand with the red &
white heart which spreads happiness
across the world to people of all ages!
Whether it’s beating the heat with a
refreshing and healthy Fruttare, professing
your love with a Cornetto, crunching away
all your worries with a Feast, celebrating
precious family moments with Selections,
brightening up a dull day with a Paddle
Pop, celebrating sweet victories in a royal
way with Shahi Delights, sharing sweet
times with your beloved ones with Kulfeez or creating your own special
experience with Swirl’s ... we have a frozen treat for every little celebration
in life! Go ahead, share happy! Available at neighbourhood corner stores and
Swirl's parlours all across India!
PRODUCTS
The brand with the red and white hearts brings joy in all sizes and flavours…
taste bliss with every bite of a variety of frozen treats which make each
moment an unforgettable one. Share happiness with your beloved ones and
relish all the great times in life with Kwality Wall's. Whether it’s the
chocolatey Cornetto, fruitilicious Fruttare, the crunchy Feast, the colourful
Paddle Pop , the creamy selection, the royal Shahi Delights, the delicious
Kulfeez or exclusive Swirl’s; Kwality Wall's products help you spread
happiness with every bite!


45

Objective of the study
The objectives of the study are the following:-
Research Objectives:-
 To study on brand preference from retailers prospective.
 To identify the requirement of a retailer in daily/weekly basis.
 To find out the shortage of mother dairy product among the retailers.
 To find out a Local Area Distributor in my area
(Barasat, Madhyamgram,Hridaypur)
RESEARCH METHODOLOGY:
a. Research design- Visited various retail outlets in
Barasat,Madhyamgram,Hridaypur and supplied google form for online
survey and gathered information required as per the questionnaire.
b. Data requirements – Mapping of marketing process practiced by the
various Dairy retailers across Barasat,Madhyamgram,Hridaypur.
c. Sampling procedure planned – Random Sampling.
d. Sample size – 30 Retail outlets.
e.Data Collection:
Primary data has been used by me in the form of Questionnaire &
Observation, which are the two basic methods of collecting primary
data, which suffices all research objectives.
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CONCLUSION
This project was about the milk segment of Mother Dairy which due to
intense competition from its competitors is continuously losing its market
share. So in this project different parameters on which the sale of Mother
Dairy depends are studied and analysed from the distributor , retailer and
consumers perspective. The final outcome of the project is that the
parameters which make decision regarding the purchase of milk are Price ,
Quality, Smell , Taste , Advertisement and Awareness. Milk market is a
totally unpredictable market and the organisation should be over-cautious of
any complaints that come into milk as it includes the sentiments of a mother
for her kid and she would not prefer to give anything to her kid for which she
is not 100% satisfied. So the company should take every step possible to
contain these problems which in some way or the other affects the sale of
Mother Dairy and its retailers.
55

LIMITATIONS
The limitations of the project is as follows :
1. The study was conducted in Barasat , Madhyamgram, Hridaypur
only ,so the limited area of the study may affect the conclusions
2. Some of the respondents could not give their proper response due to
lack of time. They at times tend to get biased and project a rosy
picture which may affect the reliability and relevance of the study
3. It might also be so that some respondents were not motivated enough
to respond properly although full attempt was made to keep it as
unbiased as possible.
4. There was no provision of visiting cards for the summer trainees
which hinder communication at times
5. The duration of the project was short, so the scope of more in-depth
evaluation was not possible
56

RECOMMENDATIONS
The recommendations for the company for further growth and profit are as
follows:
 Mother dairy should come up with schemes for customers along with
retailers as it would be a real boost to the sales and also it will help the
company to get back its lost customers
 During the survey it was found that many of the retailers were
uninterested because they were concerned about the storage of milk.
Instead of refrigerators if dry ice boxes can be supplied free of cost,
sale would be increased. Also it would be economical and convenient.
Later, if the retailer drops out , the box can be collected back.
 It was seen that the price of the largest selling variety of Mother dairy
which is cow milk is Rs 24/ltr , and the competitor product of Amul is
priced at Rs 25/ltr. Thus the price can be increased and thereby margin
of the retailers can be increased
 Also it was seen through the survey that price is not a major concern
for the consumers when it comes to a necessity like milk so the price
can be increased by a rupee or two and the quality can be improved
 Mother Dairy is ISO and HACCP certified. The consumers should be
explained about it through advertisements in order to make them
aware
 The organization should schedule these kinds of surveys on a more
regular basis as at this point of time Amul is really capturing the
market and the organization should take viable steps to meet the
expectations of its customers
 If MD can do certain promotions as its competitor AMUL does, then it
can attract sales. Promotion with the help of boards, hoardings etc.
and also it can advertise in radio
57

 It was found during survey that Mother dairy milk gets spoiled
quickly, thus a preservative known as costic which is used by Amul
can be applied to produce milk
58

 In order to improve and maintain quality, total quality
management measures should be appointed. It was seen that due
to lack of fixed percentage of raw milk mixed, the quality gets
hampered and remain unsteady. The extra milk procured should
be used for production of milk products which are in short supply
and raw milk should be proportionately used in milk production
 The smell in milk is because of the usage of skim milk powder
beyond a certain point of time, this should be looked into by the
manufacturing department and alternative measure should be
used
 The company should try to adopt a relatively short period
incentive system in order to make it more friendly and achievable
 The milk rejected by Mother dairy due to sub-standard is used by
other local dairy owners and hence their quality is much inferior.
This should be advertised
 Mother dairy should come up with a scheme for consumers like
discount on Mother dairy Ice cream or any other product on
supplying empty pouch packets of Mother dairy milk
 Differential margin should be given by the LADs to the retailers
depending upon the location and sales
 LADs should be directed to supply milk to small retailers
according to their preference of time ,sometimes late by 6.30
-7.30
 LADs should supply milk through cycle vans and small trolleys
also like competitors to areas where trucks cannot go
 Factory visits helped consumers a lot in understanding the
product. LAD should organize the same with the help of MDC
officials
59

REFERENCES
http://www.motherdairycalcutta.com/
http://en.wikipedia.org/wiki/Main_Page
www.amul.com
www.kwalitywalls.in
https://en.wikipedia.org/wiki/Kolkata_Metro
61

Mother dairy calcutta

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