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A PROJECT REPORT ON A STUDY OF MARKET POTENTIAL WITH SPECIAL REFERENCE TO SHIVAMRUT SAHAKARI DUDH UTPADAK SANGH, AKLUJ. SUBMITTED TO SIBER SCHOOL OF MANAGEMENT,KOLHAPUR IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA) BY MR. SAGAR BHARAT AGLAWE B.SC.(AGRI.) UNDER THE GUIDANCE OF PROF. S. H. JAGTAP MCA,MBA,MA,M.PHIL,CNI,DIM,AIRB,SANGEET ALANKAR THROUGH THE DIRECTOR

CHH.SHAHU INSTITUTE OF BUSINESS EDUCATION AND RESEARCH, KOLHAPUR

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(AN AUTONOMOUS INSTITUTE) 2008-2010

CERTIFICATE This is to certify that the project report entitled MARKET POTENTIAL with reference to SHIVAMRUT SAHAKARI DUDH UTPADAK SANGH,AKLUJ. During the academic year 2008SANGH,AKLUJ 2010 is written and submitted by Mr. Sagar Bharat Aglawe in partial fulfillment of his work for the award of Master of Business Administration (M.B.A.) under my guidance and supervision and submitted to CHH. SHAHU INSTITUTE him during the summer training. To the best of my knowledge and belief the matter presented in this report has not been submitted earlier for the award of M.B.A. or any other degree or diploma.
OF

BUSINESS EDUCATION

AND

RESEARCH, KOLHAPUR. His conclusions are based on the data collected by

Place: Kolhapur Date:

Prof. S.H.Jagtap (Project Guide)

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DECLARATION

I the undersigned hereby declare that the Project work entitled A STUDY OF MARKET POTENTIAL have been completed by me under the guidance of Prof. S. H. JAGTAP this project report is my original research work. The data & information collected by me is original & not copied by any other sources. I undersign such copying is liable to be punished in any way the institute authorities deem fit.

Place: - Kolhapur Date:Mr. Sagar Bharat Aglawe

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ACKNOWLEDGEMENT I take this opportunity to thank SHIVAMRUT SAHAKARI DUDH UTPADAK SANGH, AKLUJ for allowing me to undergo two months in-plant training in their organization and for helping me to understand how organization works. It gives me immense pleasure in acknowledging the valuable assistance extended to me by various personalities in completion of this project. First of all I would like to express my heart full thanks to Dr. R.V. KULKARNI(Director ) and also MR.SHRINIVAS V. KULKARNI(M.D) for giving me the permission to undergo training in organization and also I would like to express my sincere thanks to MR. ANAND ARVIND KARHADE SIR for giving me valuable suggestion regarding marketing situation . I sincerely express my profound gratitude to my project guide PROF. S.H.JAGTAP Sir for giving me valuable instructions through construction criticism for putting my best efforts to ensure success in this assignment undertaken by me. Finally I express my thanks to all faculty members of SIBER School of Management, friends, my family members and all unseen hands who have helped me for successful completion of the project.

Mr. Sagar Bharat Aglawe

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INDEX

Sr. No.

Chapter Introduction

Page No 1-5 6-11

1 2

Research Design & Methodology 12-22 23-26

3 4

Organization Profile Conceptual Background

27-38 5 6 7 8 9 Data Interpretation & Analysis Findings Suggestions Annexure Bibliography 39-41 42-43 44-48 49-50

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CHAPTER-1 INTRODUCTION

1.1 Introduction Indias dairy sector is expected to triple its production in yhe next 10 years in veiw of expanding potential for export to Europe and the West. Morever

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with WTO regulations expected to come into force in coming years all the develope countries which are amoung big exporters today would have to withdraw the support and subsidy to their domestic milk product sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the US 63 cent. Also to take advantage of this lowest cost of milk production and increasing production in yhe country multinational companies are planning to expand their activities here. Some of those milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.83,500 crores by year 2010. This growth is going to come from the greater emphasis on the processed food sector and also by increase in the convesation of milk into milk products. By 2010, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at aound Rs7,00,000mn. 1.2 Co Operative Unions Backward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice.

More than 900 village cooperatives have created jobs for people in their own villages and that too without disturbing the socio-agrosystem and thereby the exodus from the rural areas has been arrested to a great extent.

The yearly elections of the management committee and its chairman, by the members, are making the participants aware of their rights and educating them about the democratic process.

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Perpetuating the voluntary mix of the various ethnic and social groups twice-a-day for common causes and mutual betterment has resulted in eroding many social inequalities. The rich and the poor, the elite and the ordinary come together to cooperate for a common cause.

Live exposure to various modern technologies and their application in day-to-day life has not only made them aware of these developments but also made it easier for them to adopt these very processes for their own betterment. One might wonder whether the farmer who knows almost everything about impregnating a cow or buffalo, is also equally aware of the process in the humans and works towards planning it.

The income from milk has contributed to their household economy. Besides, women, who are the major participants, now have a say in the home economy.

This income is helping these people not only to liberate themselves from the stronghold of poverty but also to elevate their social status. The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socioeconomic upliftment and common good.

Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations.

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Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agro-economic systems. Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers.

Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Cooperative Movement is an example par excellence, of an intervention for rural change.

Recently the Indian cooperative movement got a much needed facelift. With competition snapping at its heels, the sector which has been governed by arcane laws until the recent past will see a special provision inserted in the Companies Act, 1956. All the cooperative unions will be re-christened cooperative companies; they will come under the purview of the registrar of companies, instead of the registrar of cooperatives. While they will have to adhere by the audit procedures like any corporate, they will differ from ordinary companies in many ways. Not everyone can join a cooperative. Only users can enroll as members at a fixed membership fee. Quantum of business and not equity capital will see an election to the board. And there will be flexibility to raise capital from members and outside. Dairy Cooperatives account for the major share of processed liquid milk marketed in the country. Milk is processed and marketed by 170 Milk Producers' Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations. The Dairy Board's programmes and activities seek to strengthen the functioning of Dairy Cooperatives, as producer-owned and controlled organizations. NDDB supports the development of dairy Cooperatives by providing them financial assistance and technical expertise, ensuring a better future for India's farmers.

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Over the years, brands created by cooperatives have become synonymous with quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer confidence.

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CHAPTER-2 RESEARCH DESIGN & METHODOLOGY

2.1 NAME OF STUDY A Study Of Market Potential With Reference to Shivamrut Sahakari Dudh
Utpadak Sangh,Akluj. 2.2 OBJECTIVES OF THE STUDY A) PRIMARY OBJECTIVE

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Market Potential for Shivamrut Milk & Milk Product in Akluj & adjoining area B) SECONDARY OBJECTIVE
To study the customer preference and the Retailers preference

for the Milk. To identify the newly entered Brands in the Market.
To find the milk products brands most purchased by the

customers and most preferred by the retailers. 2.3 RESEARCH METHODOLOGY Every marketing research acts as an aid to decision making by providing valuable information. The information provided by the research should justify the & money which organization puts in research activity, research design plays an important role in collecting useful information in cost effective manner. For the study of customer behaviour marketing research is a must, for this purpose questionnaire is prepared for getting information from consumer & retailer.

DATA SOURCES & DATA COLLECTION METHODS A) PRIMARY DATA

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For primary data collection, two types of questionnaire was used first one for the consumers & the other for the retailers. This questionnaire has two types of question techniques. 1). Fixed question answer 2). Open-ended question In fixed question answer the respondent has to give answer out of the given fixed options & in open-ended question respondent is free to give their views & suggestions. The instruments used for primary data collection were: market survey which comprises of two types1). Consumer survey. 2). Retailer survey. 2.4 SCOPE OF THE STUDY 1) CONSUMER SURVEY: The survey was conducted in Akluj. The total size of consumer survey was 75 respondents. Research Instruments for Consumer Survey: A structured schedule was used for collecting data in the consumer survey. The questionnaire consists of a combination of simple & limited questions of open ended & close ended questions. The questionnaire is prepared in English language. The questions were so designed to get the maximum output of the respondent regarding the project. It was so prepared that it yields the best data for the project which will highlight all the important points of the study. The questionnaire was assembled & prepared in such a manner that it wont consume more time of the respondent. 2.5 Sampling Plan A. Universe

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The population for the study was population in the region of Akluj & adjoining areas. B. Sample size The sample size of the study was 140 respondents. It includes 75 milk & milk products consumers & 65 milk & milk products retailers/distributors. C. Sample media a. The respondents in the sample were contacted through personal conversation with help of questionnaire. Questions were open ended as well as close ended. 2.6 RETAILER SURVEY The retailer survey was conducted to confirm & corroborate results of the consumer survey. For the retailer survey the sample size was 65. The retailers survey was also carried out in the Akluj & adjoining areas. For the retailer survey questionnaire was prepared which was structured & consisted of some open ended questions & multiple choice questions etc. The questions were also asked in depth to the retailers for collecting related data which was unstructured in nature. B) SECONDARY DATA The aim of the secondary data was to get the basic idea of different Milk & Milk Products & to gain the conceptual familiarity with the structure of dairy industry. The secondary data is the one which has already been collected by someone else & which has already been passed through the statistical process. It consists of the information collected from commercial research work done before. This data is collected from Internet, Companys Brochure, Magazines & Annual Review Reports etc.

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2.7 Method of Data Collection 1) Personal contact (Interview) 2) Questionnaire (Interview) 3) Observation - Consumer Retailers Kirana Stores and Bakery.

Instrument for data collection:A structured Questionnaire was prepared with both closed ended Multiple choice question and open ended questions for suggestions. This questionnaire was used to take personal interviews of Store Owners / Managers. Drafting of the Questionnaire:While Drafting a questionnaire for the research the following points were taken into consideration:1. The main aim of the study was to find the distribution of Milk product Brands in the given Area. 2. To know the retailer satisfaction Level. 3. To know the consumer response to the quality of the product. 4. To know the competitors Position in Akluj market. 5. To collect the valuable suggestions of the retailers in terms of quality of Product and service.

The techniques that are used for analysis of data are:1. Tabulation of data. 2. Pie charts analysis of Brand distribution survey. 3. Bar graphs- representing secondary information.

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2.8 Limitations The Limitations to the study are as follows:1. The Time Constraint was a major limitation to the study. 2. The information collected solely depends upon the respondents answers and accuracy of information could vary.
3. Getting actual information from the respondents was difficult.

4. According to the sample size, the findings might only be suggestive and not conclusive. 5. The survey was limitsd to Akluj & adjoining area.

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CHAPTER-3 ORGANIZATIONAL PROFILE

3.1 COMPANY PROFILE SHIVAMRUT Co-op Milk Producers Union was established on 27th January, 1976 under the Co-operative Societies Act. Initially five Taluka from Solapur District namely Malshiras, Sangola, Pandharpur, Mangalwedha, & Karmala were brought under the operational area of this sangh. Presently the activities of this sangh are mainly concentrated within Malshiras taluka having 110 villages. Due to effective implementation of

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this program, income generated from Dairy business tuned to Rs.100 Crores annually in this area. LocationThe Shivamrut milk union is situated at village Vijaynagar, near Akluj. It is 165 km from Pune.It is a co-operative dairy founded by Mr. Shankarrao Mohite-Patil in 1976. The total area under processing plant is 13 acres. The plant capacity is 3, 00,000 liters. Products manufactured at ShivamrutThe major milk processing is the packaging of pasteurized and homogenized milk in pouches. Also, there is manufacture of milk products like Ghee, Butter, Cheddar Cheese, Processed Cheese, Sterilized Flavoured Milk, Curd, Shrikhand, Amrakhand, Lassi, Pedha, Burfi, Buttermilk, Gulab Jamun, etc.

3.2 Vision & Mission SHIVAMRUT aims to be the quality leader in class of milk industry through continuing to be the market pioneer of environmentally innovative technology, introducing good quality of milk to market that increase company popularity. GOAL STATEMENT To enhance the wealth generating capability of the organization in a globalizing environment, delivering superior and sustainable quality of customer services.

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3.4 OBJECTIVES OF SHIVAMRUT 1. To organize & arrange the activity of milk procurement from producers to the sangh. 2. To process milk by Homogenization & Pasteurization in a highly sanitary condition. 3. To find assured & remunerative market for milk & milk products. 4. To provide veterinary & breeding services by undertaking programs with the use of high quality germ plasma. 5. To perform a role of catalyst in the process of securing financial inputs & purchasing dairy animals for the beneficiaries in the areas. 6. To make available medicinal & biological inputs for the dairy animals in the area. 7. To undertake production & supply of nutritious & balanced cattle feed. 8. To work as an agency for insuring the dairy cattle & for perusing the insurance settlement claim of cattle owners, with the insurance companies. 9. To perform a function of disseminating modem technical know how to the dairy farmers in the area by organizing extension & training programs regularly.

3.5 Organization structure of Shivamrut Dairy (co-operative)

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BOARD OF DIRECTORS

CHAIRMAN

MANAGING DIRECTOR

PERSONNEL DAIRY MANAGER FINANCE MANAGER MANAGER QUALITY MANAGER

MARKETING MANAGER

PURCHASE MANAGER

BRANCH MANAGER

PROCURMENT MANAGER

R &D OFFICER

QULLITY CONTROL

CHEMIST

CHEMIST

LAB.TECHNICIAN

LAB.TECHNICIAN

LAB.TECHNICIAN

LAB.TECHNICIAN

3.6 BRANCHES
There are six branches of Shivamrut Sangh1. AKLUJ (HEAD OFFICE)

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2. VASHI (MUMBAI) 3. PUNE 4. SOLAPUR 5. LATUR 6. NANDED 3.7 INTERNATIONAL STANDARDS The Union has met & achieved the ISO-9001 (Quality Management System) HACCP (Food Safety Audit) & ISO-14001 (Environment Management System) Certifications & is striving to meet the other International Standards. The Union is the first to obtain these Certifications together in the state.

AFFILIATED SOCIETIESIt is noteworthy to mention that, two member societies have won the prestigious awards of State Govt. for efficient management continuously in 1984-85 & 1985-86.Initially only five milk procurement societies were in operation in Malshiras Taluka, however this number has raised to 407 primary societies which are involved in milk procurement & collection of each society on an average 600 liters per day.

SOCIAL COMMITMENT Supporting Rural Education by aiding school, Erecting public gardens, Bus shelters, Aiding Hospitals, Promoting Rain water harvesting, Motivating

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people through active participation in Gram Swachchhata Aabhiyan, Helping Drought affected farmers by supplying water & fodder. Generously Donating for relief funds at the time of disaster & natural calamities like earthquake, Floods, Tsunami etc shows social commitment of shivamrut Sangh. 3.8 COMPETITORS OF SHIVAMRUT 1. GOVIND 2. SONAI 3. LOKMANGAL 4. GOKUL 5. HUTATMA 6. WARANA 7. CHITALE 8. GOPAL 9. AMUL 10. KRUSHNAI

3.9 PRODUCT PROFILE A) GHEE

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Granular and white colour. Shelf life of 9 months at ambient temperature. Hygienically manufactured and packed on automatic FFS M/C. Available in 200gm, 500gm, and 1 kg polypacks. B) Shrikhand

Shrikhand is an age old tradition product popular in western India. made by mixing concentrate curd (CHAKKA) with sugar condiments, fruits, nuts etc.

It is a fermented product containing useful lactic acid bacteria and is

Shrikhand is available in Badam, Pista, and Kesar, Elaichi. It is a product having nutritional advantage of fermented milk product and is rich in milk protein. Available in 100gm. 250 gm,and,500gms in plastic cups C) Amrakhand The product is made from concentrated curd sugar and alphanso mango pulp. The product is fermented product having nutritional advantages and distinct flavour due to use of Alphanso mango.

Available in 100gms, 200gms and 500gms. Plastic cu

D) Lassi It is a popular Indian fermented drink similar to drinking yoghurt. The product is made from fresh cow milk by using lactic acid bacteria and mixing sugar. It is then pasteurized, homogenized and packed in pouches using form fill seal machine. Available in poly packs E) Table Butter

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Butter is now a days commonly used in the breakfast with bread and many more things Butter is generally used in the restaurants for the different recipes like Pav Bhaji, Soups , curries and cookies Butter is also used in the biscuits, roasted products like toast, Breads Butter is available in 100gm, 500gm, packets Butter is prepared by both by milk i.e. Cow and buffalo F) Toned Milk Toned milk is product which great demand in the metros. Milk has good nutritive value and high shelf life.

In this different tetra packs are available. The consumption of Toned milk is increased day by day

G) Paneer Paneer a milk product prepared by the detoriated or fermented milk For fermentation fermented Now a days paneer becoming popular rapidly in most part of the country. F) Cheese Cheese is the innovative product of Shivamrut Dairy Cheese was previously not consumed by the Indian population due to unawareness but now people more familiar with cheese and demand for the cheese is increasing. Shivamrut cheese is well processed quality cheese and has great nutritive value. It is available in 100,200,500 Gms polypacks. lactic acid bacteria are used so that quick

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3.10 RESOURE DEVELOPMENT Modern technology of using high quality frozen germplasm is harnessed for improving indigenous cattle resources. The services are organized in such a way that every needful farmer gets the required service at doorstep within a very short period from registering the call. Probably, this may be unique speciality of this sangh that door to door comprehensive health services including preventive health coverage & breeding services are offered to every animal. For this purpose, presently 23 Artificial Insemination centers & 20 Veterinary clinics are established in this area. These services are catered by a team of 18 Veterinary graduates & 23 Inseminators & 3 Livestock Supervisors. Good Quality germplasm, proved through modern genetical evolution method is secured, & used for this purpose. About 48,256 high grade dairy cows are born out of this program today. We are pleased to note that this service is recognized as AKLUJ PATTERN & accepted by N.D.D.B. in their working pattern, through out the country. 3.11 MEDICINES & BIOLOGICAL DIVISIONS With the intension of making available to the farmers all the required medicines & different biological at reasonable rates, Sangh has opened a retail counter on 29/10/1980 for sale of these products, to milk producers at reasonable prices; we have also started wholesale counters which provide medicines to 48 medical shops. 3.12 NEWLY COMMISIONED DAIRY PLANTS

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Considering the inclination in milk procurement, the Sangh has installed & commissioned ultra modern Hi-Tech Dairy projects of 2 Lakh LPD capacity at Vijaynagar, Akluj. The activity of processing manufacturing & packaging of Milk & Milk Products is carried out in a very hygienic & sanitary condition taking the utmost care to provide quality products to our valuable customers. 3.13 EXTENTION & TRAINING PROGRAMES Dissemination of modern technical knowledge to milk producers is being attempted for maximizing the production at reduced costs, so that share of real income pocketed by the producer will be increased. For this purpose farmer training programmers at society level are organized regularly. Importance of green fodder cultivation is also emphasized during this program which is quite encouraging. High yielding fodder seeds are procured, multiplied & supplied to the farmers for fodder cultivation. The sangh has installed its own seed processing plant at Akluj for steady working. The seed produced are Maize, Tur, Cowpea, Soya bean, etc. Besides various effective extension services have been depioued to provide valuable guidance to the milk producers in respect of quality milk production by using participatory approaches. ICE FACTORY Ice is an essential commodity required for procurement of milk, to retain its quality in initial stages Sangh used to procure this commodity from far place like Sangli, Phaltan, Pandharpur, solapur, etc. This resulted in escalating cost of milk procurement of milk. Ultimately Sangh took a decision to install its own Ice Factory which has provided to be a most profitable event. Financial assistance was obtained from N.C.D.C. New Delhi & Government of Maharashtra & an Ice Factory of 10 M.T. capacity

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per day with a capital structure of 11.25 Lakh, which commenced production in April, 1982. As even this production is inadequate considering the ever increasing demand of Ice, Sangh proposes to undertake expansion program of 20 tines capacity per day Ice Plant.

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CHAPTER-4 CONCEPTUAL BACKGROUND

4.1 MARKET POTENTIAL FOR SHIVAMRUT MILK & MILK PRODUCTS A] MARKET POTENTIAL: Decisions related to products and services - where to offer them, how to set revenue targets for them, how much to spend in support of them all start with a realistic, accurate and confident understanding of Market Potential.

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Market Potential data measures the likely demand for a product or service in a county, ZIP Code, or any other defined trade area. Businesses and other organizations use Market Potential data to make decisions about where to offer products and services. A Market Potential is an estimate of the maximum possible sales opportunities present in a particular market segment and open to all sellers of goods or services during a stated future period. Thus, a market potential indicates how much of a particular product can be sold to a particular market segment over some future period, assuming the application of appropriate marketing methods. B) Sales potential: A sales potential is an estimate of the maximum possible sales opportunities present in a particular market segment and open to a specified company selling a good or service during a stated future period. Thus, a sales potential represents sales opportunities available to a particular manufacturer, while market potential indicates sales opportunities available to entire industry. With Market Potential Data One Can1. Optimize organization merchandise mix 2. Develop successful advertising and marketing plans 3. Decide which expansions are most profitable 4. Increasing Share of Wallet/Untapped Potential a. Increasing market share requires an understanding of "Untapped Potential," which is different than simply taking the difference between Total Potential and your current market share. 5. Maximize Marketing Budgets & Efficiencies a. With a realistic picture of Market Potential you can focus resources intelligently, maintaining a presence where you're

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strong and investing heavily where opportunity is greatest i.e., investing marketing budget more effectively. 6. Set Aggressive & Attainable Revenue Targets a. The best way to establish revenue goals and sales quotas for products, territories or stores/branches is to base them on the true consumer demand/market potential within the area. 4.2 Why Use Market Potential Data? Market Potential data helps companies to understand, predict, and influence consumer behavior by providing insight into areas with the highest growth potential. This allows you to make informed decisions about products and services based on the latest trends and consumer demand. 4.3NEED OF RESEARCH RESEARCH DESIGN: Research Design used for the project was exploratory in nature. A specific hypothesis could not be formulated to provide basis of investigations in the light of objective & scope of the study. The methodology adopted for the project was collection & analysis of the data. 4.4 Process of Research
PROBLEM IDENTIFICATION

DEFINE RESEARCH OBJECTIVES

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RESEARCH DESIGN PRIMARY DATA DATA COLLECTION SECONDARY DATA DATA ANALYSIS AND INTERPRETATION

FINDINGS

SUGGESTIONS AND RECOMENDATIONS

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CHAPTER-5 DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS & DATA INTERPRETATION 5.1 CONSUMER SURVEY: A-1) Profession Wise Profile of Respondent: . PROFESSION R RESPONDENTS Servicemen 20 Businessmen 20 Housewives 25 Students 10 Total 75 PERCENTAGE 26.66 26.66 33.33 13.33 100

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35 30 25 20 15 10 5 0 Servicemen businessm en Housew ives Students Percentage

INTERPRETATION:The Respondents taken for Survey were Servicemen, Businessmen, Housewives, & the Students were also taken into consideration because they also have their Likings & Dislike

A-2) Income Wise Profile of Respondent: INCOME Less than 2500 2501-5000 5001-10000 More than 10000 Total RESPONDENTS 5 10 40 20 75 PERCENTAGE 6.66 13.33 53.33 26.66 100

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60 50 40 30 20 10 0 <2500 2501-5000 5001-10000 >10000 Percentage

INTERPRETATION:The Respondents taken for survey mainly comes under the middle level income group i.e. - Rs.5001-10000. Very few people come under the income group of less than Rs.2500.

A-3) Purchase Profile of Respondent in Litre:

LITRE 0.5 litre 1-2 litre Above 2 litre

RESPONDENTS 15 40 20

PERCENTAGE 20 53.33 26.66

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Total
60 50 40 30 20 10 0 0.5 lit 1-2 lit

75

100

Percentage

above 2 lit

INTERPRETATION:There are more respondents who purchase 1-2 litters of Milk & there are very few respondents who purchase more than 2 litres & 0.5 litres as stated in diagram.

A-4) Profile of Respondent When They Purchase Milk:

TIME Morning Evening Both the Time Total

RESPONDENTS 40 25 10 75

PERCENTAGE 53.33 33.33 13.33 100

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60 50 40 30 20 10 0 Morning Evening BothTime Percentage

INTERPRETATION:From the above data collected it shows that most of the respondents purchase Milk in the morning & very few respondent purchase Milk at both the time.

A-5) Customer Preference for Milk: BRANDS Shivamru t Govind Sahkar Gokul Hutatma Dudh Ganga Total 12 7 5 3 2 75 16.00 9.33 6.67 4.00 2.67 100 RESPONDENTS 49 PERCENTAGE 61.33

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70 60 50 40 30 20 10 0 Shivam rut Govind Sahkar Gokul Hutatm a Dudh ganga Percentage

INTERPRETATION:The survey shows that maximum number of respondent are aware of the Shivamrut Milk due to its Publicity & Brand Image in the minds of the people as compared to other brands.

A-6) Customer Preference for Milk Product: . BRANDS Warana Govind Shivamrut Chitale Amul Gokul Total RESPONDENTS 48 9 7 5 4 2 75 PERCENTAGE 64.00 12.00 9.33 6.67 5.33 2.67 100

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70 60 50 40 30 20 10 0 Warana Govind Shivamrut Chitale Amul Gokul Percentages

INTERPRETATION:The survey shows that maximum number respondent prefer the Milk Products of Warana Dairy because of their quality, price &availability. Inspite of the Local Brand i.e. - Shivamrut the people prefer milk products of Varna Dairy due their efficient Distribution Channel

5.2 RETAILER SURVEY: B-1) Profile of Milk Consumption in Akluj; . MILK CONSUMPTION Good Bad Average Total TS 38 8 19 65 58.46 12.30 29.23 100 RESPONDEN PERCENTAGE

Profile of Milk Consumption

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60 50 40 30 20 10 0 Good Bad Average Percentage

INTERPRETATION:The survey shows that milk consumption in Akluj is good

B-2) Profile of Retailers Experience: EXPERIENCE 0 to 1 Yrs 1 to 5 Yrs 5 to 10 Yrs 10 to 15 yrs 15 to 20 Yrs 20 yrs and above Total RESPONDENTS 3 8 18 26 6 4 65 PERCENTAGE 4.61 12.30 27.69 40 9.23 6.15 100

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40 35 30 25 20 15 10 5 0 0 to 1 1 to 5 5 to 10 10 to 15 15 to 20 20<

Percentage

INTERPRETATION:From the data collected it shows that most of the retailers come under 5 to 10 Yrs & 15 to 20 Yrs experience. Very few retailers has less experience than 1 Year.

B-3) Profile of How Much Litres of Milk they sell per Day: LITRE PER DAY 25-50 51-100 101-150 150 Above Total RESPONDENTS 25 22 13 5 65 PERCENTAGE 38.46 33.84 20 7.69 100

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30 25 20 15 10 5 0 25-50
INTERPRETATION:From the data collected it shows that the respondent sell 25-50ltr per day is maximum. Very few respondents sell more than 150ltr daily.

51-100

101-150

150 Above

B-4) Milk Brands stocked by Retailers in the routes covered:

BRAND NAME SHIVAMRUT GOVIND SAHKAR GOKUL

RESPONDENTS 52 24 8 5

PERCENTAGE 80.00 36.92 12.30 7.69

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LOKMANGAL HUTATMA SHIVPRASAD DUDH GANGA SONAI

4 3 7 3 2

6.15 4.61 10.76 4.61 3.07

80 70 60 50 40 30 20 10 0 Shivamrut

Percentag

Sahkar

Lokm angal

Shivprasad

Sonai

INTERPRETATION:From the survey it shows that Shivamrut Milk is stocked by most of the retailers due to its quality & availability.

B-5) Milk Product Brands stocked by Retailers in the routes covered:

BRAND NAME WARANA GOVIND

RESPONDENTS PERCENTAGE 49.23 32 26.15 17

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SHIVAMRUT GOKUL SAHKAR CHITALE AMUL KRUSHNAI URJHA

16 4 8 12 8 8 2

24.61 6.15 12.30 18.46 12.30 12.30 3.07

50 40 30 20 10 0 Warana Shivam rut Sahkar Am ul Urja

Perce

INTERPRETATION:From the survey it shows that Warna Milk Products is stocked by most of the retailers due to its quality & availability.

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CHAPTER-6

FINDINGS

Findings of the Consumer Survey:

covered by Shivamrut Dairy for Milk & satisfaction level with respect to quality is good. There are many competitors of Shivamrut Milk such as Govind, Sahkar, Chitale, Amul, Dudh Ganga etc.

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The maximum consumption is of Shivamrut cow milk as compared to toned milk. The main reason for preference of Shivamrut Milk is the quality, taste, price & availability. There is one main Distributor & 24 Sub-Distributor in Akluj for Shivamrut Milk. On the basis data collected it was observed that less than 10% of the market is covered by Shivamrut Dairy for Milk Products. There is less awareness & availability about the Shivamrut Milk Product among the people.
Sometimes the Distribution Channel is not so effective. The Milk product of warna Dairy is most preferred in Akluj because

of their Quality & efficient Distribution Channel. Most of the respondent purchase Milk in the Morning & very few buy in the evening & on both the times.
Most of the respondent purchase Milk 1-2 litre & very few purchase

less than 1 & more than 2 litres.

Findings of the Retailer Survey: On the basis data collected it was observed that market is covered by Shivamrut Dairy for Milk & satisfaction level with respect to quality is good.

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The Milk product of Warana Dairy is most preferred in Akluj because of their Quality & efficient Distribution Channel. As per the Retailer Survey it was observed that Milk Consumption in Akluj & adjoining area is good.
Many Retailers have lot of experience so they stock Milk Products

due to Customer Demand & Quality.

Sahkar, Chitale, Amul, Gokul, warna etc. The maximum consumption is of Shivamrut cow milk as compared to toned milk. On the basis data collected it was observed that less than 10% of the market is covered by Shivamrut Dairy for Milk Products. There is less awareness & availability about the Shivamrut Milk Product among the people. As compared to the Milk, the Distribution Channel is not so effective. Most of the Retailers Sell Milk in between 25-100 lit.

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CHAPTER-7

SUGGESTIONS

SUGGESTIONS
1) In the Akluj Shivamrut product has great demand but product are not easily available because of these all products market share goes down, so dairy should appoint the agent area-wise to increase the sale of the milk & milk

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products. If the agent are appointed the products are available for the customers at any time. 2)

While selecting the dealers the dairy should know the qualities of the dealers .
For increasing the sale of Shivamrut milk they increase the advertisement on T.V. News paper and radio. .

3)

4)

The diary must give the reasonable commission to the dealers. If reasonable commission is given to the dealers they will work more and also they will start home delivery. Automatically company sales will be increase.

5)

For attracting the customers the dairy should make the attractive packing of the milk and milk products & give some schemes. Give the proper Service & communication to Dealers & Retailers. And provided fast & quick service. The dairy should provide subsidy or loan to the dealers so that they can purchase which will help to prevent the wastage of milk.

6)
7)

The dairy should improve the quality of milk products because the customers are not satisfied about the quality of Lassi

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ANNEXURE

A.Questionnaire For Consumer.

Shivamrut Dudh Utpadak Sahakari Sangh Ltd.

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1) Respondents Name ___________________________________________________. Age - ____ years. Gender - Male 2) Occupation Female

- ___________________________________________________.

3) Income - _____________________________________. 4) Which M ilk do you ____________________________________________. 5) How much Milk do ___________________________________. you purchase prefer -

Daily

6) Why do you prefer the above mentioned M ilk _________________________________________________________________. 7) If you prefer M ilk other than that of Shivamrut, please specify the reasons for not giving preference to Shivamurut Milk ___________________________________________________________________. 8) Which Milk Product do you prefer - __________________________________. 9) Why do you prefer the above mentioned M ilk Product _________________________________________________________________. 10) If you prefer M ilk Product other than that of Shivamrut, please specify the reasons for not giving preference to Shivamurut Milk Product ___________________________________________________________________

11) As a customer, what are your expectations from the Milk Industry regarding the Milk & Milk Product? (Please give ranking as per your expectation) Expectation Products M ilk Milk

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1) Quality ___________ 2) Packaging ___________ 3) Price ___________ 4) Availability ___________ 5) Quantity ___________ 6) Place ___________ 7) Sales Promotion ___________ 8) Distribution channel ___________ If Any Other, Please Specify?

_______ _______ _______ _______ _______ _______ _______ _______

________________________________________________________________________ ___

B. Questionnaire For Retailers.

Shivamrut Dudh Utpadak Sahakari Sangh Ltd.

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Retailer Name Owner/ Manager Name Address 1. How long are you in this business ?

2. How is the consumption of Milk products in your area?

a) Good

b) Average

c) Bad

3. Which Brand of Milk do you sell ?

a) Shivamrut

b) Govind

c) Warana

d) Amul

e) Chitale

f) other, Please Specify _____________

4. Which Brand of Milk Products do you sell ?

a) Shivamrut

b) Govind

c) Warana

d) Amul

e) Chitale

f) other, Please Specify _____________

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5. Which is the most selling product brand in your area, according to you ?

6. Why the Particular product Brand is famous in your area?

a) Consumer Demand

b) Price

c) Quality Advertisement .

d) Company goodwill

e)

7. Why do you sell it the most ?

a) Consumer demand

b) Incentives

c) Company Schemes

d) Company service

e) Others, please specify ________________________

8. How much Milk do you sell per day?

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9. Are Shivamrut Products easily available to you?

a) Yes

b) No

10. Do you have any suggestions for Shivamrut regarding

a) Product

Product Name ____________________

Suggestion

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BIBLIOGRAPHY

BIBLIOGRAPHY

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a) Books 1) Prof. Kulkarni M. V: Marketing research (Text & Cases), 8th edition 2008, Everest Publishing House, Pune, Maharashtra. 2) Kotler Philip: Kevin Keller, Marketing Management, 12th Edition 2007, Pearson Publication House. New York 3) De Sukumar: Outlines of Dairy Technology, 20th Edition 2004, Oxford University Press, Delhi. b) WEB SITES 1) www.fao.org 2) www.indiadairy.com 3) www.google.co.in 4) www.wikipedia.com

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