sudha dairy project - rupak

A project on

4 Ps of marketing with the reference of SUDHA MILK

And its product in Patna

At PATNA DAIRY PROJECT, PATNA

A project report will be submitted for the partial fulfilment of the

Requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINSTRATION

AWARDED BY -

Dr. Zakir Husain Institute, Patna, Bihar

Bailey road, Patna – 800001

Submitted by-

Under Guidance of RUPAK KUMAR Prof............... ROLL NO- 521116412

Dr. Zakir Husain Institute, BBA – 6th semester

Patna Session – July 2011 - 2014

PREFACE

anagement is that function of an enterprise, which concerns itself

with the direction, and control of the various activities to attain

business objectives. It is the science and art of preparing,

organizing and directing human efforts to control the force and utilize the

materials of nature for the benefits of man.

MAs a matter of fact the management thereby provides the scientific technique to

deal with the various problems in the area of management and the manager

mixes some art of it and tries to short the gap of ignorance. It provides a chain

of solution of critical problems to a manager. Our institute has come a long way

to narrow this gap by imparting the modern scientific management principles

underlying its concept to those who would be managers.

I was placed for the summer training in “PATNA DAIRY PROJECT”, Patna for a period of 4 weeks. The topic of my training was “4 Ps of marketing with

the reference of SUDHA MILK and its product in Patna”

The work has been complied to present the relevant facts and opinion on the

subject in a proper perspective and in an objectives spirit. The fact and ideas has

been gathered from different sources.

I would be grateful to those who go through the pages to this report, which is a

result of pain taking devotion of 4 weeks.

I am thankful to those who have helped me during the training period and in

preparation of this report.

RUPAK KUMAR

Page | 2

ACKNOWLEDGEMENT

cknowledge is not mere formalities but an expression of deep sense

of gratitude. This project report is the product of inspiration as well

as this juncture of my heart is filled with the feeling of gratitude to

then whose effort made this task a reality.

ATo make this Project Report more up to date and factual information, I have

received encouragement support from various persons. The names which need

special mention.

This project report bears imprint of many persons. First of all I express my deep

gratitude to Sri Sudhir Kumar Singh, M.D. of Patna Dairy Project.

I also express my profound gratitude to Sir M. K. Singh, Manager (P&A) i.e.;

HRM of Patna Dairy Project, Patna.

I am thankful to my guide Prof. (Dr.) A. K. Nayak, who co-operated whole

heartedly during my project and also thankful to my teachers and also thankful

to my teachers and friends whose help was immense.

And lastly, it is only when one writes a project report that one realizes the true

power of MS word, from grammar checks to replace-all. It is so simple with this

software. Without this software, this report would not be written. Thank you

Mr. Bill Gates and Microsoft Corporation.

I also take this opportunity to express my indebtedness to my parents for their

blessing and encouragement.

RUPAK KUMAR

Page | 3

CONTENTS

1. Director Certificate2. Guide certificate3. Organization certificate4. Preface5. Acknowledgement

CHAPTER-1 Page 6 - 8

INTRODUCTION

A. Introduction of the study

B. Objective of the study

C. Scope of the study

D. Significance


ORGANISATION –A PROFILEA. History & Evaluation

B. Present status

C. Study on COMFED

D. Organisation structure

E. Structure of the Marketing Team


PRODUCT PROFILE

A. Varieties of Milk

B. Processing of Liquid Milk

CHAPTER - 4 Page 20 - 21

DISTRIBUTION NETWORK

A. System of Distribution

B. 4’Ps of Marketing

Page | 4


THEORITICAL ASPECT OF CONSUMER BEHAVIOR

A. Consumer behaviour

B. Consumer Decision Making Process


METHODOLOGY A. Source of data

B. Data collection method

C. Sample Design Method

D. Limitation of Data

CHAPTER – 7 Page 26 - 39

ANALYSIS AND INTERPRETATION OF DATA

A. Interpretation

B. S-W-O-T Analysis


INFERENCE

A. Conclusion

B. Suggestion

REFERENCE Page 43 - 44

QUESTIONNAIRE Page 45

Page | 5

CHAPTER -1

INTRODUCTION

(a) Introduction of the study –

Now a day’s marketing is a dynamic exciting and challenging job in complex and competitive corporate word. The success of business enterprises depends upon the efficiencies of marketing management. Each new product has its rival in its market with same technology and manufacturing process. The challenge here is to sell the good and services and at the same time maintaining brand loyalty.

Marketing plays an important role in modern era of corporate world both development of a countries of a country economy depends very much on how effectively and efficiently if manage a distribution system of raw material and industrial and agriculture outputs. Countries are very much using marketing techniques effectively and efficiently in domestic food products to compete in international market.

Now a day’s numbers of companies are catering the need, want and demand of the consumers with their products and services. In present scenario all marketing activities goes on a simple philosophy that is CUSTOMER IS KING. Hence due to this philosophy marketing programs of a company governs according to the customer need want and demand.

Patna Dairy project with the brand name of SUDHA provides milk with a wide range of variety and reaches to the numerous consumers since P.D.P has the numerous buyers and also facing big competition. Marketing of SUDHA is also based on the philosophy that is CUSTOMER IS KING. This study is an attempt to analyse the consumer behaviour in the consumer market in the area of Patna. This will provide an idea that where the Patna Dairy project. On the basis of those finding the organization will get opportunity to design marketing and sales policies.

Page | 6

(b) Objective of the study:-The broad objectives of knowing customer behaviour can be

illustrated as follows:-

To find out customers opinion about Patna dairy milk. To know the various factors that affects their buying decision , To know the consumer opinion towards the quality of milk. To understand the opinion about the price of the milk. To know how the respondents feel about the distribution channel. To know which brand of milk they prefer. To know the factors that would lead them to switch over to another

brand.

(c) Scope of the study:-The scope of the study can be pointed out by a single world.

“CONSUMER PREFERENCE”. It can be termed as the balance wheel of the marketing system, which harmonizes the supply and demand factors. The scope can be classified in the following categories:-

Study on Sudha milk and its attributes , Study on promotional policies. Study on pricing policy of SUDHA milk. Study on market. Study on effective distribution channel. To have competitive studies.

Page | 7

SIGNIFICANCE

The significance of the study in several business fields has been greatly

increased in modern time. It familiarizes a student with complex nature of

business, government policies etc. and how solving those problems. The study

facilitates mathematical, logical and analytical techniques to the solution of

business problems of cost minimization problem. This double emphasis is

especially appropriate in the case of social science. On the one hand, it makes

possible understand the whole range of human inter-action, on the other hand, it

provides practical guidance in solving the problem of human relations.

CHAPTER – 2

Page | 8

Organisation –A profile

(a) History and Evolution: -

In order to implement the program properly and also for organizing the milk

procurement activities and for the management of above two plants. The Patna

was one of the shed identified under ‘Operation Flood – 1 (OF-1). For

implementation of the program, a hundred litres per day capacity Feeder

Balancing Dairy (FBD) and 100 MT per day capacity feed plant (CFP) were set

up under this program. The Bihar State Dairy Corporation (BSDE) was formed

in the year 1972. The Dairy Corporation was to develop the Dairy Cooperative

both at the village level and milk shed level on “Anand Pattern” and it was

expected that the shed level cooperative would take the entire infrastructure

created in due course.

Patna was one of the milk shed identified under ‘Operation Flood – I’ (OF - 1)

for implementation of the programme. A hundred thousand litres per day

capacity Feeder Balancing Dairy (FBD) and 100 MT per day capacity cattle

feed plant (CFP) were set up under this programme.

“Patna Dairy Project (PDP)” was started at 1st October, 1981 through the National Dairy Development Board (NDDB).NDDB handed over the arrangements of Patna Dairy Project (PDP) to Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd.(VPDUSS) with effect from 1st July, 1988.The Company is ISO-9001:2000 and HACCP (IS-15000) certified by Bureau of Indian Standards in March, 2002.

A Corporation know as Bihar State Dairy Corporation was formed in the year

1972 for speedy and effective implementation of the Operation Flood

programme in the state. The Dairy Corporation was to develop the Dairy

Cooperatives both at the village level and milk shed level cooperative would

take over the entire infrastructure created in due course.

The Corporation positioned a multi-disciplinary Procurement & Inputs wing in

Page | 9

1975 after their recruitment and training. A Spread Head Team (SHT) was

deputed from National Dairy Development Board (NDDB) from the same year

for helping the Corporation in organizing and developing the Cooperatives.

Though the progress in the initial years was encouraging, the programme, for

obvious reasons could not achieve the goals for which it was established.Subsequently, the State Government felt it worthwhile to request the DAIRY

BOARD (NDDB) for taking over the infrastructure created on management

basis. The National Dairy Development Board (NDDB) took over the

management of the infrastructure with effect from 1st October, 1981 under the

banner of Patna Dairy Project (PDP).

Progress of Patna Dairy Project:

The National Dairy Development Board (NDDB) immediately after taking over

the project positioned and integrated Spear Head Team to restructure. The milk

procurement activities and also for streamlining the working of the

FBD and CFP. Under the management of NDDB the project had not only made

excellent progress but had been able to establish the fact that the Cooperatives

could function equally well in Bihar too and what is essential is the proper

atmosphere and guidance.

Also with the organization of milk procurement activities and Management of

both the plants on commercial lines, the NDDB took special care to develop the

VAISHAL PATLIPUTRA DUGDH UTPADAK SAKHARI SANGH LTD.

(VPDUSS), the milk shed level Cooperative for taking over the project once

Patna Dairy Project (PDP) to VPDUSS with effect from 1st July, 1988.

Progress under VAISHAL PATLIPUTRA DUGDH UTPADAK SAKHARI

SANGH LTD. (VPDUSS)

Page | 10

The major tasks before the Vaishal Partliputra Dugdh Utpadak Sahkari Sangh

Ltd. was to see that the excellent infrastructure developed by the National Diary

Development Board (NDDB) is not only maintained but also to see that the

pace of development is not hampered. The Vaishal Paltiputra Dugdh Utpadak

Sahkari Sangh Ltd. (VPDUSS) has been able to accomplish these tasks to a

greater extent.

(b) Present Status:-

Milk ProcurementThere are at present 2631 numbers of functional Dairy Cooperative Societies

(DCS) in the area of PDP covering the districts of Patna, Vaishali, Nalanda ,

Saran and shekhpura with a total membership of 132789. The dairy average

procurement has reached up to 282623 litres during the year 2013 - 2014. It is

hoped that the project shall collect above three lakhs litres of milk per day in

commencing year. There are 200 numbers of Women Cooperative Societies

exclusively managed and run by rural women folk while the Union has fairy

good number of functional societies, emphasis is being given to consolidate the

functioning of the primary societies by increasing the member’s participation.

The graphs showing the number of functional societies, number of members

yearly daily average of milk procured and dairy average lean months

procurement are enclosed. The Cooperative Development (CD) Programme was

also initiated from March, 1991 with the assistance of NDDB.

Technical Inputs

Page | 11

The union, in addition to providing a ready and stable market for the rurally produced milk at the door step has been providing the inputs required for milk production enhancement viz. Artificial Insemination (AI) with Frozen Semen, Veterinary First Aid (VFA). Vaccination Supply of balanced feed, Supply of fodder seeds, treatment of paddy straw/wheat bhusa with urea Molasses Block (UMB) etc on no profit no loss basis. The response from the milk producers for all these inputs has been exceedingly encouraging and the Union in the process of extending these facilities to more and more societies and farmers

Feeder Balancing DairyThe feeder balancing dairy with a capacity to handle 2 lakh litres per day

(LLPD), has facilities for manufacturing of milk powder, butter, ghee, and Ice-

cream, peda, Paneer and plain/misti dahi.

The production and marketing of table butter under the brand name ‘SUDHA’

was introduced from 1st Oct 1993 and the response has been encouraging.

The marketing of Sudha brand plain/misti dahi in Patna after test marketing in

August – September 1994, was formally launched from April, 1995. The initial

response had been more than satisfactory.

The marketing of Sudha brand of Ice-cream in Patna was in Oct, 2001 and war

formally launched from Nov, 2001. The initial response for this product too has

been overwhelming.

Cattle Feed PlantThe role of balancing feed is not only increasing milk production but also

sustaining the same by ensuring regular conception need not be over

emphasized. Realizing the same the Union has been making consistent efforts

for popularizing the consumption of balanced feed by the milk producers.

(c) Study on ‘COMFED’:-

Page | 12

PMC of COMFED came into existence on 22nd July, 2001

There are as many as five Sanghs related on COMFED. Those Sanghs are as

follows:-

1. Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Limited, Patna.2. Deshratna Dr. Rajendra Prasad Dugdh Utpadak Sahkari Sangh Limited,

Barauni.3. Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur.4. Mithila Dugdh Utpadak Sahkari Sangh Limited, Samastipur.5. Sahadab Dugdh Utpadak Sahkari Limited, Ara.

Though all the above five Sanghs are related to COMFED but all the Sanghs

works independently. There is no pressure of COMFED offer those Sanghs. All

the Sanghs are controlled by the Managing Director of the respective Sanghs.

Nevertheless, COMFED is the Policy Maker and the Policy is implemented by

the different Sanghs independently. In other words, though these Sanghs rare

concerned to COMFED but they work autonomously. In addition to catering to

the Dairy Cooperative Societies cattle feed is sold through dealers in rest of the

state for better capacity utilization of the plant. Further releasing the importance

of introduction of latest technologies in this field the production and sale by

pass protein feed was started from the year 1989 – 1990. The response for this

feed too is encouraging.

Milk MarketingThe marketing of liquid milk in sachets was introduced from the year 1981

itself. However initially the trust for organizing the milk procurement activities

and to stabilizes the same at reasonable level. Nevertheless there was some

natural growth in the milk marketing over the years. However for various

reasons there was some stagnation for few years in the policy decisions and

because of concerned efforts. The quantum of milk marketed is steadily

growing.

Page | 13

Quality & Productivity Activities

The Dairy Plant Management Programme (DPMP) was introduced in the year 1992, followed by Quality Assurance Programme (QAP) in the year 1993 with the help of NDDB. This resulted in bringing about a positive change leading to viability of the project coupled with lowering of operational cost on one liberalization and globalization of India economy in early 90’s it was felt that the organization should strive to make its total outlooks, approach and systems of highest standards. Accordingly, it was decided in the year 200 that the organization should go in for ISO Certification both in quality management system and food safety. This process was successfully completed leading to ISO – 9001: 2000 and HACCP (ISO - 15000) certification by Bureau of India Standards in March, 2002.Thrust Areas:

1. To make SUDHA brand a market leader by making Sudha Milk and milk

products a consumers delight and ensuring that the esteemed customers

get value for money.

2. Consolidation of the DCS already organized leading to increase milk

procurement.

3. Further improvement in the involvement / participation of members in

their Cooperatives.

4. Bridging the flush – lean gap further.

5. Popularizing all the input Programme.

6. Increasing the throughputs and sales of milk and its products as well as

cattle feed, by pass protein feed and UMB.

7. Reducing further the handling losses and increasing the utilization of

plant capacities.

8. Optimizing the utilization of all consumables.

9. Human Resource Development through training, orientation et to the

employees at all levels for ensuring better motivation and involvement

leading to all round progress of the organization.

Page | 14

ORGANIZATION STRUCTURE

Page | 15

STRUCTURE OF MARKETING TEAM OF PATNA

DAIRY PROJECT

MARKETING TEAM

Supervisor In-charge Asst. In-charge Tech. Officer Field

Officer

Field work Door to Door Milk product Satellite Cattle Field Rural

Campaign Town Material

Page | 16

CHAPTER- 3

PRODUCT PROFILE

Patna Dairy Project distributes various varieties of Milk.

Varieties of Sudha Milk: -

1. SUDHA GOLD Available in 500ml

6.0%FAT, 9.0%S.N.F

2. SUDHA SHAKTI Available in 500ml and 1000ml. Pack

4.5%FAT 8.05% S.N.F

3. SUDHA HEALTHEE Available in 500ml and 1000ml. Pack

3.0% FAT, 8.5% S.N.F.

4. COW MILK Available in 500ml and 1000ml. Pack

4.5% FAT, 9.0% S.N.F.

Page | 17

PROCESSING OF “LIQUID MILK’’ IN PATNA

PDP has its own branch known as the “Milk procurement department’’ which is also known as RMRD. RMRD procures milk from different societies associated with the dairies. The collected milk is then measured by the PDP in its own factory situated at Phulwari Sharif. PDP then measured the FAT concentrated and SNF of the collected milk according to which various societies are paid as per the fat standard of their milk.

The next phase through which the milk passes on is that of ‘Preservation’ the milk is chilled at 4Co 5C as milk is perishable product and gets spoiled exposed to the room temperature for fairy long period . Milk can also get spoiled if exposed to the room temperature for fairly long period. Milk can also get spoiled if acted upon by the bacteria and germs present in the environment, one of the main sources of which is our own pair of hand.

However, PDP has taken good care of the hygiene of the milk , as there are network of pipelines in the PDP factory , which transfers the milk from one workstation to another workstation. The next and one of the most important phases is that of “Pasteurization’’, under this phase milk is initially boiled at the temperature of about 78C to 80C. The milk is cooled back to the normal temperature thereby killing various harmful bacteria’s and germs present inside the milk. The pasteurized milk is then sent to different sections of PDP dealing with varying confectionaries of milk.

The liquid milk is sent for packaging to packaging section and PDP.

The packaging is of four different types (cow milk, Sudha healthy, Sudha shakti, Sudha gold). One or more thing I would like to acknowledge about the PDP which is that the surplus milk in the PDP is converted into powder milk is also consume by the healthy majority of the people according to their own demand is prime season like festivals , marriages etc.

Now the packed milk is then sent to cold storage i.e stored at a relatively cold temperature to maintain hygiene.

DIAGRAM

Page | 18

SOCIETIES

Procurement of raw milk

RMRD

DUMB TANK

CHILLED AT 4*C TO 5*C

STORAGE MILK

PASTEURIZATION OF MILK

PACKAGING

COLD STORAGE AT 5*C

DESPATCHING

CONSUMER

CHAPTER- 4

Page | 19

DISTRIBUTION NETWORK

System of distribution liquid milk:-

The entire distribution is based on the customer demand. The customer demand

flows through some important intermediaries such as retailer, distributors,

whole seller etc. according to customer demand the retailer and distributor

prepare the list of liquid milk consumption of one day.

The computer department of PDP collects the demand from the distributors of

different zones / pay in slip/ Bank guarantee cheque.

We can also show this by a line diagram:-

CUSTOMER DEMAND

LIQUID MILK

RETAILER RETAILER

MILK BY VAN DETAILS OF DEMAND

DOCKYARD DISTRIBUTOR

DEMAND SHEET DEMAND & MONEY

COMPUTER DIVISON OF

PDP

It’s a cycle process and also day to day affairs of PDP, which starts with

consumer demand of milk and ends over consumption of milk by the consumer.

Page | 20

4P’s OF MARKETING

Product Mix:- Product is the thing processing utility . It has four

components:-

a) Product range

b) Service after sale

c) Brand

d) Package

Price Mix:- Price is the valuation placed upon the product by the offered.

It has to cover pricing, discounts, allowances and terms of credit, it deals

with price competition.

Place (Distribution) Mix: - Distribution is the delivery of the product

and right to consume it. It includes channels of distribution,

transportation, and warehousing and inventory control.

Promotion Mix: - Promotion is the persuasive communication about the

product by the offered to the prospect. It covers advertising, personal

selling, sales promotion, publicity, exhibition used in promotion. Largely

it deals with non price competition.

CHAPTER -5

Page | 21

THEORETICAL ASPECT OF CONSUMER BEHAVIOR

Consumer behaviour is comparatively new field of study. It is an attempt to understand and predict human action in the buying role. It has assumed growing importance under market oriented or customer oriented marketing planning and management.

Consumer behaviour is defined as ‘all psychological, social and physical behaviour of potential customers as they became aware of purchase, consume and tell over about products and services’. As consumer behaviour, attention is where, how, when and under what condition the purchase is made.

An understanding of consumer behaviour is essential in marketing planning and programme. Consumer behaviour is a process and the analysis of consumer behaviour is most key to successful marketing.

Need for study of consumer behaviour:-

1. Production policies.

2. Pricing policies.

3. Decision regarding channel of distribution.

4. Decision regarding promotion.

Factors affecting consumer behaviour:-

1. Psychological factor.

2. Culture factor.

3. Demographic factor

4. Psychographic factor

5. Social factor.

CONSUMER DECISION MAKING PROCESS:-

Page | 22

Need recognition or problem identification

Search of alternatives

Evaluation of alternatives

Decision of purchase

Post purchase behaviour

Therefore in order to stimulate demand a firm needs to recognize consumers as

the king and they must offer the quality product with reasonable price and for

this they must understand their taste and preferences.

CHAPTER -6

METHODOLOGY:-

Page | 23

a) Source of data :-

The source for which the information is gathered for the first time is known as primary source.

Under this source, I went to the respondents with a well prepared questionnaire and started interviewing and ultimately got a positive feedback mainly adopted two strategies for primary data collection. These strategies are:-

a) Identification and selection of respondents b) Constructions of data collection instrument and the method of

communication with the respondent.

(b) Data collection method:-

Under this method, I collected data with the help of questionnaire in which each question had some options. I started asking from respondents with the help of questionnaire and the basis of their replies; I will get certain conclusion.

The questionnaire will prepared after the study of the objective and after discussing with the marketing manager of PDP. A scope of questionnaire has been enclosed with this project.

Page | 24

Primary

Source

Survey

Method

Experimental or case method

With this questionnaire, I visited few booths of PDP and also visit door to door to find out consumer perception about Sudha milk and its products.

(c) Sample Design & Size:-

Sample size: 500

Respondents were divided into five categories. Those five categories are as follows:-

1. Serviceman

2. Housewife

3. Businessman

4. Others

I tried my best to select equal respondents for each category.

Area of investigation: Patna

(d) Limitations of data:-

1. Scarcity of time was one of the biggest limitations since I had to complete this study in the shortest possible time so that decisions based on it are valid for coming period.

2. Many consumers were not willing to give sufficient time.

3. In place like Patna 500 samples can’t be appropriate representative.

4. Lack of adequate information due to secrecy maintained.

5. Incentive and appraisal is provided to student.

6. Due to busy schedule of concerned employees in PDP, they did not provide sufficient time to me for the project.

Page | 25

CHAPTER -7

Analysis and Interpretation of Data

INTERPRETATION

Q. Do you use Sudha milk and its products?

CONSUMPTION

6%

94%

NoYes

Maximum no. Of consumer uses the Sudha Milk or its Product.

Page | 26

Q. When you purchase milk?

Purchase time

36%

64%

MORNINGEVENING

As all consumer purchase milk at any time but this is a habitual buying time where they go for purchase in which maximum consumer go morning.

Page | 27

Q. Which kind of milk you prefer?

BRAND DECISION

22%

39%

24%

15%

SHAKTIGOLDCOW MILKHEALTHY

Maximum no. Of consumer uses Sudha Gold and then uses Sudha Cow milk.

Page | 28

Q. What did you find good thing in Sudha liquid milk?

Brand decision

17%

36%

47% PRICEEASY AVAILABILITYQUALITY

Customers are more found of their quality then easy availability and at last on their price. They can bear any price but it must match to their quality.

Page | 29

Q. Are you satisfied with the price of the following products?

(a) Sudha Milk

39%

3%

58%

HIGHLOWAVERAGE

(B) Sudha Ghee

47%

7%

46% AVERAGELOWHIGH

Page | 30

(c) Sudha Ice – cream

33%

7%

60%

HIGHLOWAVERAGE

(d) Sudha peda

43%

4%

53%HIGHLOWAVERAGE

Page | 31

(e) Sudha Paneer

42%

3%

55%

HIGHLOWAVERAGE

(f) Sudha Gulabjamun

48%

3%

49% HIGHLOWAVERAGE

Page | 32

Q. Is the supply of Sudha Milk is adequate in every season?

PROCUREMENT

14%

86%

NOYES

Most of the consumer accept that supply of Sudha is good, only 14% consumer told in festival or in wedding time supply of Sudha Milk is disturb.

Page | 33

Q. How much distance do you cover to get the Sudha Liquid Milk and its Products?

Distance

17%

51%

32%

MORE THAN 500mtr.0-100 mtr.100-500mtr.

More than 50% people cover less than 100m distance, only few number of consumer cover more than 500m of distance.

Page | 34

Q. Which sales promotion program would be more effective?

SALES PROMOTION

18%

37%

45% SIMPLEDISCOUNT% INCREASE IN QUANTITY

Page | 35

Q. Which source you came to know about Sudha liquid milk and its products?

SOURCE

11%

19%

33%

37%

T.V.NEWS PAPERBY FRIENDANY OTHER

Page | 36

Q. Which sales promotion program would be more effective?

SALES PROMOTION

18%

37%

45% SIMPLEDISCOUNT% INCREASE IN QUANTITY

Page | 37

SWOT ANALYSIS

REGARDING SUDHA MILK

STRENGTH: -

1. Excellent quality and excellent consistent of Sudha Milk.

2. Strong distribution channel and wide availability of Sudha Milk.

3. Effective pricing strategy of Sudha Milk.

4. Exclusive retail counters of Sudha Milk and excellent home delivery system.

5. Wide variety of Sudha Milk.

WEAKNESS: -

1. Failure in creating proper awareness among the consumer about vast variety of Sudha Milk.

2. Failure to create proper awareness among the consumer about the unhygienic factors of KHATAL milk.

3. Poor smell of Sudha Milk makes the milk less suitable for drinking.

4. Unavailability of milk during the festival period like Makar Sankranti and the social ceremonies like marriages.

5. Not widely available in remote areas of Patna and its district.

OPPORTUNITIES: -

1. Organisation should create proper awareness among the consumer of milk about the wide variety of Sudha Milk. So that Sudha Milk variety such as healthy would have a fair amount of sale.

2. Organisation should aware consumer about the unhygienic factor of KHATAL milk to make KHATAL milk consumer to switch over to Sudha Milk.

Page | 38

3. Organisation should appoint one brand ambassador to advertise its products.

4. Organisation should try to introduce 2 lt. Pack of milk at little lower price. This strategy will convert its 1 lt. Or 1.5 lt. Consumer to 2 lt. Consumer and hence sale will automatically rise.

5. Organisation should try to introduce tetra packaging, which will keep the milk preserve for long lasting period and hence this will increase its customer base.

THREATS: -

1. KHATAL milk is termed to be the biggest for Sudha Milk. If Sudha would not aware consumer about the unhygienic factors of KHATAL milk then might KHATAL milk will move far head to Sudha milk.

2. Next big threat to Sudha milk is Raj milk this particular brand is also raising slowly but steadily. So Sudha keep a bird eye view over Raj milk.

3. Poor availability of Sudha milk at remote areas of Patna and its district make the consumer to Sudha milk.

4. Entry of big player like Amul with tetra packaging system might be a threat to Sudha. So, Sudha should quickly upgrade its packaging technology give an early brakes to big brand like Amul milk.

5. With day by day increasing population of Patna Sudha milk should also increase its number of booth and milk plant processing capacity otherwise Sudha could not meet the demand of its customers.

Page | 39

CHAPTER- 8

INFERENCES

(a) CONCLUSIONS: -

In today’s Scenario understanding the consumer behaviour of the largest market is an essential task of marketing managers under the marketing concept. Understanding of consumer behaviour is constantly improving but still the market forces are forcing the marketing manager to refine their efforts because the consumer behaviour aspect keeps on changing in a constant manner. So the executives need to keep bird’s eye view regarding consumer behaviour and to review their marketing strategies according to consumer need, ant and demand.

By the means of consumer survey method I got to know how consumers feel about Patna Dairy Project where Sudha Milk stands in the mind of consumer. How much changes or modification are needed in various elements of marketing mix i.e. product, price, place and promotion of Sudha milk.

After analysing and interpreting the collected data one can get know that PDP with the brand name of Sudha has numerous buyers and wide variety of milk.

During the survey many complains and suggestions came regarding Sudha milk. Seeing the data we find out that there is a need of minimization of milk smell, taste should be improve, price must be reasonable, So that lower income consumer can also afford it. Product should be available in the market. The major competitor is none other than KHATAL milk, which is consumed by numerous consumers.

During the survey a plenty of information I gather and that information could be useful for the organisation to improve the various aspect of marketing mix. So from the gather information now it would be easy for the organisation now it would be easy for the organisation that where Sudha milk stands and what actual consumer wants. It will help in building for the strategy and policy for the future.

Page | 40

(b) SUGGESTIONS REGARDING SUDHA MILK: -

During the consumer survey, some complain and few suggestions came from consumers. Those suggestion are related to all the tools of marketing mix i.e. product, price, place and promotion. After analysing those complain, suggestion and data what we gathers up from the consumer through of questionnaires, we got to know that some changes or modification are needed in various aspect of Sudha milk.

Some of those suggestions are listed below: -

1. Improve the smell of milk because some of the consumer complains on the smell of the milk.

2. Taste of the milk needs improvement because children in particular do not like it.

3. Patna Dairy Project should came out with a program to educate the consumer that the milk from KHATAL is unhygienic to health and KHATAL itself in a unhygienic factor to the residential society.

This program will surely boost up the sale Sudha milk because many of the KHATAL milk consumers will switch over to Sudha Milk.

4. During the survey, it was found that maximum people prefer Sudha gold and Shakti and few people prefer Sudha healthy. It is a clear case of cannibalization. It is also found that Sudha booths do not keep good amount of Sudha healthy. So company should focus on healthy and should position healthy to lower income group people and it will help the company to increase its customer base.

5. Company should little decrease the price of Sudha gold and try to penetrate the lower income group people. This is because gold is excellent of its class and by little decreasing it price the company would get a huge customer base.

Page | 41

6. The booth should have milk especially at noon and late evening because the customer gets big difficulty in buying milk at that period of time.

7. Increase the number of booth and try to make Sudha available in general stores also because by doing this consumer will find and more wide availability of Sudha milk.

8. Try to make effective supply chain management at the time of festival like Makar- Sankranti because consumer find difficult to get milk in those days.

9. Try to train the booth men time to time about how to handle the customer because both men simply act in place of company to the customer and their role cannot be ignoring in increasing or decreasing of customer base.

10. Vender and booth- men should have a uniform.

11. Company should introduce tetra packaging system.

Page | 42

CUSTOMER

QUESTIONNAIRE Do you use Sudha milk and its products?

(a) Yes ( ) (b) No ( )

When you purchase milk?

(a) Morning ( ) (b) Evening ( )

Which kind of milk you prefer?

(a) Cow milk ( ) (b) Shakti ( )

(c) Healthy ( ) (d) Gold ( )

What did you find good thing in Sudha liquid milk?

(a) Quality ( ) Easy Availability ( )

(c) Price ( )

Are you satisfied with the price of following products?I. Sudha milk -

a. (a) High ( ) (b) Low ( ) (c) AverageII. Sudha ghee-

a. (a) High ( ) (b) Low ( ) (c) AverageIII. Sudha Ice – Cream-

a. (a) High ( ) (b) Low ( ) (c) AverageIV. Sudha Peda –

a. (a) High ( ) (b) Low ( ) (c) AverageV. Sudha Paneer-

a. (a) High ( ) (b) Low ( ) (c) AverageVI. Sudha Gulabjamun -

a. (a) High ( ) (b) Low ( ) (c) Average

Page | 43

Is the supply of Sudha milk is adequate in every season?

(a) Yes (b) No (c) Then which season

How much distance do you cover to get the Sudha liquid milk and its products?

(a) 0-100m ( ) (b) 100-500m ( ) (c) More than 500m ( )

From which source you came to know about Sudha liquid milk & its products?

(a) Friends ( ) (b) Newspaper ( )

(b) T.V. ( ) (d) Any other ( )

Which sales promotion program would be more effective?

(a) Sample ( ) (b) Discount ( ) (c) %increase in quality ( )

What changes you wish to brings in Sudha milk and its products to increase the sale?

...............................................................................................................................

............................................................

Name: -.....................................................................................................................................................

Age:-.......................... Sex:-.......................

Occupation:...........................................................................................................................................................................................................................................

Contact No:-....................................

Date: ..................................... Signature

Page | 44

REFERENCES

MARKETING MANAGEMENT : P. KOTLER CONSUMER BEHAVIOR : SCHIFMANN &TAYLOR MARKETING RESEARCH : KINNER & TAYLOR MARKETING : J.C. GANDHI

DISCUSSION WITH

MR. NIRANJAN KUMAR : MARKETING INCHARGE MISS VANDHANA : MARKETING MANAGER PROF. SHAILENDRA KUMAR : MARKETING FACULTY

Page | 45

Page | 46

sudha dairy project - rupak

Documents