TOPIC Evaluation of Sales promotion with reference to Sudha dairy, Barauni in Bihar

COMPANY PROFILE
The Bihar state Co-operation Milk Producers Federation Ltd. Established in 1983 as the implementing agency of operation Flood programme of dairy development on Anand Pattern in Bihar.

Area of operation
There are six districts level milk producers co-operative unions affiliated to the milk Federation. These milk unions are covering twenty-six districts and in five districts are begin covered by the federation.

OBJECTIVES OF THE STUDY

1. The products use by the consumers. 2. Which other brands the consumer may prefer other than Sudha? 3. Which media is more effective with the consumers? 4. Customers perception about Sudha price. 5. Which type of retail outlet preferred by the consumers? 6. Which sub-brand is more liked by consumers?

Research Methodology Sample size:- 150 customers

Method :- Questionnaire

Data collection:- Primary data

Profile of the respondents

Sub-Sampling profile:-

1)The age profile of the respondents was as under

160 140 120 100

80
60 40 No. of respondents

20
0

2) The education profile of the respondent was as under

160 140 120 100 80 60 40 20 0 No. of respondents

1. Which products do you use regularly?

160 140 120

100
80 60 40 20 0 No. of respondents

Percentage of respondents

2.Which milk producer company do you prefer?

160 140 120 100 80 60 40 20 0 Raj milk Sudha Amrit local Milk man Total No. of respondents percentage of respondents

3. Though which media make you aware about the milk producer company?
160 140 120 100 80 60 40 20 0 Television News paper Radio other sources Total No. of respondents

4. What do you think about the prices of SUDHA products , Is it ?

160 140 120 100 80 60 No. of respondents

40
20 0

Reasonable

Moderate

unreasonable

Total

5. Where do you purchase milk products regularly ?

160 140 120 100 80 60 40 20 0

No. of respondents Percentage of respondents

6.Which sub-brand of SUDHA milk do you use ?

160 140

120
100 80

60
40 20 0 No. of respondents

7. How do you find the taste of Sudha?

160 140 120 100 80 60 40 No. of respondents

20
0

8. Are this Sudha product available on time?

160 140 120 100 80 60 40 20 0 Almost always Most of the time Some times Never Total

No. of respondents

9. What do you think about brand of Sudha?

160 140 120 100 80 60 40 No. of respondents

20 0

10. Does Sudha have sufficient verities of products?

160

140
120 100 80 60 40 20 No. of respondents

11.What is the Sudha performance through mentioned particulars by questioning to the outlet owners ?
160 140 120 100 80 60 40 20 0 Sale of product Supply Profit Schemes of Sudha Total Excellent Good Average Below average

Poor
Total

Findings
1. THE AGE GROUP BETWEEN 20 TO 30 YEARS LESS ENJOYING THE SUDHA PROJECTS COMPARE TO THE AGE GROUP OF 30 TO 40 YEARS IS MORE ENJOYING THE SUDHA PRODUCTS. 2. Educated person are more enjoying the SUDHA products compare to the illiterate persons so company can give more emphasis on brand awareness programmers. 3. Government employees enjoying Sudha products more than private sector employees . But in business sector the cottage industry people are more enjoying SUDHA products with to rest two options . 4. About 30% of the respondents prefer milk ,12% opted for lassi ,22% prefer butter milk ,16% prefer Peda and remaining 11% prefers ghee , 9% of respondents prefer all the above. 5. Milk man is a good competitor of Sudha dairy in Barauni area so Sudha should try to improve their management qualities

6. 30% of the respondents is aware for milk producer company on both T.V & newspaper but 20.32% aware from the Other sources 7. 36.6% is happy with the Sudha price & 33% is not happy with & 30% can not change the price of Sudha product. 8. I find that Sudha products from booth/ parlour 20% people finds from home delivery& 23.33% finds from general store , so there should open more booth for customer. 9. About 66.6% people uses Sudha gold for the purpose of drinking, 23.3% opted Sudha shakti, 13% opted Sudha healthy in joint family & 13.3% uses for tea . 10. According to the performance of the particulars services Sudha has more verities & its taste is delicious , but the cost of the product should be decrease and the delivery system should be easier 11. The scale of Sudha product is excellent and supply process is good but the schemes of Sudha is not up to the mark . that is the reason the profit is very poor, so sudha should come with new schemes & incentives offer.

1. Bihar is very huge market of Sudhas product and it is the main player. 2. Sudha is top in the list among different brand in Barauni. 3. Most of customer prefers Sudha is product than other. 4. Share of SUDHA is increasing very gradually and it is good sign for the Sudha company. 5. SUDHA is not properly aware of the promotional activities regarding Product. 6. Due to electricity break down problem in BIHAR effects the Sudha product. 7. Best season for Sudha product is the time of festival like Durga puja, Deepawali, Id , Marriage Ceremony. 8. In the month of May and June the school, colleges are usually closed in this period so, the sale Sudha Ice-cream is goes decreasing in this period

MY SUGGESTIONS
1. Management should think over pricing because traditionally price has been the major determinate of a buyers across the globe. 2. Management should adopt the pricing strategies of 4ps of marketing. 3. Company doesn't have any brand ambassador for promotional & expansional activity of SUDHA products to acquire more market share. 4. Give offers and gift hampers to regular customer for customer delight. 5. Introduce some innovations in MILK related products 6. Advertising should be increased for the promotion of products. 7. Introduce small @ Rs 5 which is affordable for the students an low income class people. 8. Try to develop loyal relationship with consumers.

LIMITATIONS OF RESEARCH
Due to the time provided by the organization to conduct our project was limited. Organization was not leak out their actual data/information, as it may be advantageous to the competitors. The time provided was insufficient to cover all the departments of the union Constraint of time due to busy schedule due of organizational personnel. It was not possible to go deep into the operation has some information were confidential. The employee did reply the question arises fully and effectively. This also affected my study. Analysis and interpretation of the report is purely based on the manual provided by the marketing department

SWOT Analysis
After a keen observation over the organization and various departments of COMPFED the following strength, weakness, opportunity and threats are know:

STRENGTH
Own procurement of milk from different cooperative society. No any dairy is as bigger in its area of operation. Well connected with all INDIA milk grid like other dairy of the country. The infrastructure of Compfed is very much suited for the processing of the milk.

Weakness
Procurement area sometimes goes in to flood. Milk is as the part-time business of agents of Compfed. Low advertisement.

Opportunity
The existing information can be utilized for a longer capacity. Compfed is assumed with the availability of fresh milk through out the year. Consumer awareness over the products has been increasing over the year. Good scope for diversification.

Threats
Competitors like AMUL. Overhead cost of competition are lower compared to that of Compfed.