A STUDY ON

CONSUMER PERCEPTION
With reference to

VISAKHA DAIRY
VISAKHAPATNAM
A project report Submitted in Partial Fulfillment of
The Required for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by
A.RAMESH KUMAR
(H.T.No.20854100001)

Under the Esteemed Guidance of

Mrs. K L CHANDHU SIR, M.B.A.,
Lecturer in Management

DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION

ADITYA INSTITUTE OF P.G STUDIES
(Approved by AICTE, Affiliated to AU, & Accredited by NBA)
Aditya Nagar, ADB Road, SURAMPALEM-533437
2008-10

ADITYA INSTITUTE OF P.G.STUDIES

DEPARTMENT OF BUSINESS MANAGEMENT
( Affiliated To Andhra University)
Aditya Nagar, ADB Road, SURAMPALEM-533437,E.G.Dt
Phones:(08852)252243,252250,cell:9866576662
-----------------------------------------------------------------------------------------------------------------------

CERTIFICATE

This is to certify that the project entitled CONSUMER PERCEPTION with

reference to VISAKHA DAIRY, VISAKHAPATNAM is the bonifide work done by A
RAMESH KUMAR with Regd.no:2085410001 during the period 2008-10 in partial
fulfillment of the requirement for the award of the Degree of MASTER OF BUSINESS
ADMINISTRATION in Aditya institute of P.G studies affiliated to Andhra University is
a record of benefited work carried out by under my guidance and supervision.

Project Guide

Head of the dept.

Mr, K. L. Chandhu

Mr. J.Nagendra Kumar

External Guide

DECLARATION

I hereby declare that the project report entitled A STUDY ON CONSUMER

PERCEPTION with reference to VISAKHA DAIRY, VISAKHAPATNAM submitted
for the degree of Master of Business Administration is my original work and has not
formed the basis for the award of any degree, diploma, associate ship, fellowship (or)
similar other titles. It has not been submitted to any other University or Institution for the
award of M.B.A.

Date:
Place :
(A. RAMESH KUMAR)

ACKNOWLEDGEMENT
I should take the responsibility to acknowledge the following distinguished
personalities who graciously allowed me to carry out this project work successively.
I am also thankful to all other members of the staff for their kind
cooperation in this behalf. Mainly I am very much thankful to MR. J.NAGENDRA
KUMAR, M.B.A, and Head of the department of management studies.
I am highly thankful to my guide Mr. K L CHANDHU SIR, M.B.A, Lecturer in
Management for her valuable advices and encouragement throughout the course.
It gives me great pleasure for doing this project in VISAKHA DAIRY,
VISAKHAPATNAM. My sincere thanks to C.H. VIJAYA RAO (P&A) for the
matchless motivation.

Finally I am thankful to my parents and all my friends who have made this project a
success.

(A.RAMESH KUMAR)

CONTENTS
CHAPTER I
INTRODUCTION
NEED FOR THE STUDY
OBJECTIVES OF STUDY
METHODOLOGY
LIMITATIONS

CHAPTER II
INDUSTRY PROFILE

CHAPTER III
COMPANY PROFILE

CHAPTER IV
THEORETICAL FRAME WORK

CHAPTER V
DATA ANALYSIS AND INTERPRETATION

CHAPTER VI
FINDINGS
SUGGESTIONS
CONCLUSION

APPENDIX
QUESTIONNAIRE
BIBLIOGRAPHY

CHAPTER 1
Introduction

MARKET POTENTIAL FOR VISAKHA DIARY

Introduction :
Milk -one of greatest gift that god has bestowed on human
being yes , when for the first time a child descends

from the womb

of mother on to this earth what else could quench the thirst / hunger of
the baby the first diet, the multination , is milk
So I concluded to undergo my summer

training program in the dairy industry. I went to visakha dairy for the
industrial training for a period of 60 days .
This industrial training makes the management students
undergo partially which they know theoretically .M.B.A student can be
image in the problems with the theoretical knowledge he has , but he
can only solved it when he has practical experience or knowledge.
So , ti is a compulsion for all MBA students to undergo months
practical training in their concernced subjects in any industry or
company . after that we are required to submit a project report on the
practical experience we have acquired.
So I undergone to the practical training in one of the leading
diaries in Andhra Pradesh i.e. visakha dairy , which is situated on
N.H.-5 , opp. BHPV, Visakhapatnam.

PURPOSE OF THE STUDY

The modern world emphasizes on purposeful learning

experiences under natural condition to meet the cutthroat competition
existing in the world . so under such circumstances a project can be
defined is a purpose full dedicated effort in social environment to earn
and nourish in the present world " so, the summer training undergone
is of immense benefit to us . the tratining undergone gives lot of
practical exposure and the real working environment .
After an vivid knowledge of management theories and
practices it becomes very essential to recognize the practical
implementation of everything learned . so in order to meet the
challenges, we marched towards common goal. the training enabled is a
real platform of life to Implement the knowledge gained. So the
purpose of the study its to learned to improve the knowledge in the
natural and practical working conditions of a corporate house.
Any company , which produces consumer durable goods or FMCG has
only one aim that success of its goods in market and consumer situation
has consumer satisfacation place a very imp role in a companys
success . has it is rightly said , profit is a short term happiness where a
satisfied consumer is a long term asset for a company . so consumer
satisfaction place a very imp role in development of the company . so
each company thrives to satisfied consumers than to make profit.
Because consumer is the king in present days market.

Has to make the curry tastier all its ingredients should be

mixed proper quantities , in the same way to satisfy customer /
consumer all the ingredients marketing mix must be mixed properly
.the ingredients of marketing mix are :

1. product
2. price
3. place
4. promotion

if all these four pieces are perfectly blend in the marketing mix in then
consumer is automatically satisfied. And each satisfy consumer is a
stone in the pillar of success of the company . so , if one entrepreneur
are a manager does not have a proper idea upon this topic lie is sure to
cause the down fall of the company . so, I think I have chosen the right
topic and also the right company i.e. visakha dairy where the practical
knowledge regarding the topic can be acquire in the best way.

OBJECTIVES
This study was contact I with an objectice of getting an insight of
present market share achieved and steps taken to maintain it in vizag
and in adjacent areas. These study enterprises on the marketing strategy
developed in order to meet the developing in the market . another
important objectice of this study conducte is to know and understand
the penetration of visakha co operative daity in vizag and the suburbs as
compared to others.

The main objective of the study can be more clearly enumerated as:
1. the market share of visakha dairy.
2. to find out the contributjion of each product to total sales.
3. the awareness developed to take a stride ahead
4. the prices mix developed meets the cut penetration .
5. the promotion mix developed to become the leader and having the
highest , market share.

METHODOLOGY
A good reaserch study is necessary as it minimizes the dangers of
haphazard collection of information . research design is a framework or
plan for the study guide, the collection and analysis of the data.
Considering the objectices of the study dufferent types of research ,
plans have been done. The study tends to the conclusive in nature . an
fine effort reflecting on the conclusive result . bassing on the conclusive
result helped a lot in taking a rational decision.

Sources of data:

After the objectives has been stated clearly, the next task was to
collect relevant data regarding the research study . the data the Indian
and international dairy scenario were collected from the internet. And
other relevant data were also collected from internet . although , there
was some data from newspaper and magazines but the major portion
was given by the company i.e. the officials of the respective
departments.
Most of the data and figures were collected from the records of the
company , in fact the aboce collected data was not enough so there was
need or primery source of data so, the primary data involves data
collcted from few retailers and from few consume

Data collection instruments:

The basic instrument used in collecting the data in this survey
is the quistionarire . apart from that we had also gone through the
records of the company . the data collected from the above includes.
1. data regading visakhadairy
2. data regarding the highest selling product
3. data regarding the contributions of each product towards sales.
4. data regarding total sales and market shares of visakha dairy
5. data regarding effect of promotional activities undertaken by visakha
dairy
6. data regarding the consumers presumptions about quality of milk
availability of the products and price of the products.
7. data about visakha dairy and competetors share in the market i.e. vizag
and suburbs.
The questions was prepared by us under the guidelines of the
sr. manager (marketing), visakha dairy , although most of the
quesionnaries

were useful but some of the questions were not

answered properly by the responds . some questions like high recall

rate and questions regarding promotional activity were not answered
properly, perhaps the consumers had never thought with that concern
and interest .

Limitations of the study

Inspire of honest and sincere efforts by the reasearchers there are bund
to be certain discrepancies and inconsistencies. Again there were
several limitations both statistical and non-statistical within which the
research has been carried out.
Some of the limitations felt and faced are:
1.The whole research study was carried out in some part of vizag only.
Therefore, the result may not same in zonal basis.
2.It is very difficult to generalize the main findings, as the sample size
is very small.
3. some of the findings have been taken in this research are based on
opinion, attitudes feelings and perceptions of few respondents. So, we
consumers.
4. the major limitation in this research study is lack of co-operative
from few department heads due to probably lack of time.
5. Most of the heads of departments were reluctant to receive at first
sight.the researchers had to visit number of times to obtain required
data.
6. Another greatest limitation of the research study was lack of time.

CHAPTER 2
Industry Profile

DAIRY INDUSTRY AT A GLANCE

INERNATIONAL
SCENERIO
OF
INDUSTRY

DAIRY

The liquid market:

Average of 14 billion of milk were produced every year in uk, 73
billion tons in USA and Indias production is around 75 million tons,
half of the total production of the milk is used for manufactureing
other products. In u.k the liquid milk sales has been a decline since the
last decade.
Since 1980 more than 90% of milk was purchased form the milkman,
by 1980 this declined to 89% , in 1985 to 81.9% , in 1990 to 68.3% ,
and by 1995 doorstep delivery accounted for 44.5% of all milk
purchased . sales in supermarkets and small shops increased in relation
to the decline in doorstep share.

Containers.
About 86% of all the household milk sold in England,
Scotland and Wales is sold glass bottles, while plastic containers
claiming 50% of the market and cartons occupies the remaining 19% .
virtually, all milk sold in glass bottles is sold in doorstep delivery while
disposable packaging accounts for almost all shop sales .

Major types of milks available internationally are:

whole milk : energy value 38 calories and fat content is 3.5% . semi

skimmed milk: energy value is194 calories and tat content 0.1%
homogenized milk: all the fat are spread uniformaly , no cream layer is
found.

INDIAN SCENARIO OF DAIRY INDUSTRY:

The main stay of Indian farmers has been agriculture and allied
occupations, farm , animals, especially catties have been an integral
part of rural India for thousands of years. During the year 1920 military
farms were established to supply adequate raw milk to the stations.
these were well maintained and improved hence forth.

In 1940 the first farmers integrated dairy co operative was established

in kaira district anand , which later came to be kmown as AMUL .
Amul and greater Mumbai milk scheme set together a faster pace of
dairy , developed with emphasis on developed techniques of precessing
and marketing under Indian consitions. In India the state with highest
production is milk is Gujarat.

INSTITUTIONAL SUPPORT TO CO-OPERATIVE

DAIRYING INDIAN DAIRY CORPORATION
The Indian dairy corporation was set up under company act on
13th February 1970 .it is a government of India under taking .the
immediate need to set up IDC was to handle the properly known as
operation flood .
India has emerged as the worlds top dairy nation with milk
production crossing 75 millions tons in 1997 -98 . India is placed
second in milk production when compared to USA. The Indian dairy
industry production is estimated to have risen from the low of 20
million tons to 75 million tons .though our country accounts 25% of the
total agricultural animals ,yet the production of milk is only 65% of the
world production .
India is the second largest populated country and consumption of
milk is also high .in order to meet the requirements of the people the
government started the program operation flood . and developed
subsequently .in every five year plan emphasis is given on
agriculture ,which also indicates dairying and farming .

It is estimated that per capita consumption of every Indian is 118

grams .but the minimum requirement of good healthy is 210 grams per
day .it is also estimated that consumption of milk for this year would be
64.40 millon tons this year .therefore, it is necessary to develop dairy
framing in India .

CHAPTER 3
Company Profile

VISAKHA DAIRY
QUALITY POLICY
visakha dairy endeavors to be one the best processors of milk products
in India.we are committed to provide hygienic , safe and nutritious
products to achieve customer satisfaction and in turn improve the
economy of our member producers. To this effect the management is
committed to implement, maintain and

continually b improve the

quality and food safety (HACCP)s system in dairy.

BRIEF NOTE ON VISAKHA DAIRY

Visakha Dairy is located on NH5 Opp. To BHPV at Visakhapatnam
on the road from Visakhapatnam to Gajuwaka. He dairy complex
includes Dairy plant, Aseptic packaging station, Markets, procurement
and

input,Effluent

Treatment

plant,

Electrical

sub-station,

Administeation office, Staff Cateen and residential quarters.

The milk shed of srivijaya visakha dairy; Visakhapatnam comprises of
srikakulam, vizianagaram and Visakhapatnam districts in North coastal
Andrapradesh. These three disricts are considered to be backward for
Agricultural Development as assured irrigation facilities are very
limited. Therefore the rural farmers, mostly belonging to small and
marginal categories, and depend on dairying to supplement their
income from other sources for livelihood.

The government after considering dairying as one of the instrument for

bringing socio economic development in the rural areas has started a
dairy with handling capacity of 1000 liters/day in Visakhapatnam in
1973. after observing the success of the small dairy, the present new
dairy was constructed with an initial capacity of 50000 liters with an
estimated cost of Rs. 1.37 crores with the assistance from NCDC New
Delhi and was commissioned in the year by year by leaps and bounds.
Thanks to the vision and foresight of the founders, the visakha dairy,
now covering 2744 villages in three districts in 50 villages in
Visakhapatnam district in 1977 is now covering 2744 villages in three
districts serving 2,07,925 no. of milk producers.
This union is converted to mutually aided cooperative act. 1995 with
effect from 08-07-199 and its name is changed as srivihayavisakha
district milk producers mutually aided cooperative union. This union is
converted to company act., 1956 with effect from 06-01-2006 and its
name is changed as srrvihayavisakha milk producers company
limited. The production and procurement started increasing year by
year with more participation of the rural farmers. The handling capacity
of visakha dairy has been enhanced from time to time as stated below:
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09

50000 t0 100000 liters per day

100000 to 150000 liters per day
150000 t0 200000 liters per day
200000 to 300000 liters per day
400000 to 500000 liters per day
450000 to 510000 liters per day
460000 to 505000 liters per day
407000 to 520000 liters per day

Organizational structure
Board of management
Managing Director

Production

Man power
1) Permanent
2) Contract
3) Temporary

Marketing

Quality

Finance
&
Accounts

Dispatch

Personal
&
Admin

MIS

Plant
&
Projects

MILK PROCURMENT
This union is procuring milk through a net work of 886 primary milk
producers cooperatives and 1791 un-registered centers. The average
daily procurment of this union during 2005-06 is 3,94,681.0 liters per
day, and during 2006-07 up to January 2007 is 400283.0 liters per day.
The peak quantity touched during the year 2005-06 is 446907.00 liters.
This is another vital technical input activity implemented with long
vision to improve the milk procurement apart from procuring the dayt0-day available surplus.

Bulk cooling centers:

With a view to stand stiff in global competition, visakha union
on the quality front, installed 74 bulk cooling centers. Extension
services are provided to educate and help the milk producers in
clean milk production, animal health and productivity.

Objectives:
1.

there is time saving for the farmers in supply of milk to their respective
village milk collection centers both am and pm.

2.

the quantity of milk will be maintained by restricting the transits time.

3.

the weighing and testing of milk will be done in the presence of the
representative who brings milk to the bulk cooling points.

4.

the expenditure involved in transport of milk both times will be

reduced by 50% by collections milk once in a day through milk tankers.

Feed Mixing Plant:

1) FMP Amadalavalasa 30 MT/Day
2) Visakhapatnam 75 MT/Day

FEED MIXING PLANT-CATTLE FEED PRODUCTION:

1975-2008
technical input activities:
a)

animal health care

b)

artificial insemination

c)

feed & fodder activity

d)

extension activities

training center:
this union has its own union training center funded by N.D.D.B., to
cater the traing needs of society personnel and farmers on various activities
like first aid, artificial inseminatation fodder development, orientation
programmers to Board Directors etc.

CHAPTER 4
MARKETING MIX IN GENERAL

MARKETING:
MILK MARKETING:
Visakha dairy is marketing milk under VISAKHA DAIRY brand
in Visakhapatnam, vizinagram, srikakulam, east Godavari and
secunderabad through a wide net work of 66 milk distribution routes,
about 3000 retail points and 60 round the clock milk parlors.
During the year 2007-08, average milk sale per day is 395174.0 liters
of this 98% is in sachets and the rest 2% in cans, 4 variants of milk
namely Homogenized Toned milk, Double Toned milk, Toned milk,
and Full Cream milk is supplied to market to cater to varying needs of
milk consumers. While milk to individual consumers is supplied
through retail points either on advance payment by issuing monthly
milk cards or on day cash payment, on day to day cash and carry
system of on credit depending on the customers need, credit
worthiness, price and feasibility duly taking into account competition
from other players in the market.
To ensure extensive availability of milk in the reach of the
consumers and intensive coverage of market, visakha dairy has
established wide milk distribution and sales network by appointing
about 2000 retailers. Visakha dairy milk retailers have to deposit two
days sale value of milk as security deposit at the time of appointment
and have to remit the sale proceeds on day to day basis for the quantity
of milk supplied each day.
The average daily sales of this union during 2006-07 is277174.0
liters per day, and during 2007-08 is liters per day and395174.0

VISAKHA DAIRY MILK SALES: 1995-2007

(In lakhs liters)
PRODUCTS MARKETING:
Visakha dairy markets wide range of milk products through its own
network

of

super

stockiest

and

retailers

in

visakhapatnam,

vizianagaram, srikakulam, east godavari, west Godavari and krishna

districts and twin cities of Hyderabad and through M/s. matha
Federation in the rest of andhrapradesh and outside andhrapradesh.
Products are supplied to market strictly on cash and carry business.

RANGE OF MILK &MILK PRODUCTS:

Milk :W.M.- T.M. HTMUHT Milk :
Ghee :
Cow ghee :
S.M.P(BOON) :
Tetra S.F.M. :
Butter milk :
Lassi :
Curd :
Mishti doi:
Paneer :
Doodh peda :
Burfi :

DTM(200ml,500ml,1000ml )

Milk cake :
Mysorepak :
Schook milk programme :
Sreekhand :
Curd bulk :

DISTRIBUTION NETWORK:
Total no. of route
Total no. of booth

: 39
: 1950

No. of booths having refrigerators : 725

Total no. of booths with ice boxes : 450
Roadside booths : 715
Parlors : 475
Milk products retail outlets : 2100

CHANNELS OF DISTRIBUTION
Personnel
a. milk :
b. consumer
c. milk products :

BOOTH MANAGEMENT PROGRAMME:

At present around 45 to50 milk booth comprises a single route and

about 3 routes comprises a Zone / city Officer area.

Each city office is monitored by a city office in charge and under

him the route supervisors and business development supervisors work.

The division of marketing activities into city officers is proved to

strengthen the marketing activities on the whole and it helped in
developed in development of sales.

Further meetings with the commission agents are organized route

wise and zone wise regularly to develop them in terms of working
capital management and inter personal communications .

We are encouraging the booth agents with monetary and nonmonetary benefits.

Incentives are being passed on to the supervisors on achievement of targets.

Targets will be fixed @ 10% increase of the previous year particular

month sales.

SALES PROMOTION ACTIVITIES:

As a part of sales promotion we are doing activities such as
placement of hoardings in important places, giving glow sing boards to
retail outlets, wall paintings at retail outlets, as well as shop paintings,
distributing banners and Cary bags, press ads. Local cable television
ads. FM radio advt., glow sign boards distributing big size umbrellas,
conducting exhibitions, trade shows. We are sponsoring some of the

events where public particulars is good. We are offering incentives to

our commission agents as well as our field staff on achievement of
targets.
1.

Hoardingsl

2.

Glow sign Boards.

3.

Painting :
i. Wall paintings
ii. Tea Stall Paintings
iii. Structure paintings.

4.

banners & flute boards

5.

garden umbrellas

6.

advertisement
a. press advertisement
b. local cable ads
c. calendars

7.

corporate film

8.

Gifts & incentives to door delivery persons.

9.

Gifts & incentives to agents.

10.

glow sing boards

11.

FM radio advt.

MAJOR PROJECTS
POWDER PLANT:
As the receipts of milk exceeded the 200000 lt. per day capacity and
the peak procurement was reached to the level of 214000 lt. during the
1992,
Where as the local liquid milk sales is about 100000 lt. per day and in
order to convert the surplus milk power, a milk power factory with a
capacity of 13 MT per day with a capital outlay of Rs. 7.00 cores was
constructed and started commissioning from may 1998.

UHT PLANT/ASEPTIC PACKING STATION:

With a view to diversify the product range for capturing the new
market, the value added premium product of aseptic milk/flavored milk
fruit juice packing, an aseptic packaging station (UHT Plant) was
established.

MILK POUCH FILLING UNIT II:

At present 2.00 lakh litres of milk is being packed in pouches to
meet the local sales demands with considerable constraints. the existing
milk cold storage capacity is limited to the maximum capacity of 70000
lt. only. It is also required renovation . keeping in view of the future
demand, it was proposed to strengthen the pouch filling facilities to

pack up to 2.50 lakh liters of milk per day with sufficient milk cold
store and required refrigeration plant with an our lay of Rs. 256 lakhs.

The basic task of marketing is the delivery of a total to the customers in

such a manner that :
1. the offer fulfills the needs of the customer .
2. the terms and attributes of the offer are
acceptable and beneficial to the consumer.
3. Organizational goals including profits are
achieved in the process .
The firm makes such total offer to the customer by choosing the
following

Product : this would meet the identified needs of the chosen

consumer group.

Price : this mechanism is used to achieved the consumption of the

marketing process , striking the level of the price that is acceptable to
the firm as well as the consumer .

Promotion : this mechanism conducts personal selling ,advertising

and sales promotion programs with a view to communication with the
consumer and promoting the product .

Place: this includes various distribution functions like transportation,

warehousing,channel management etc., so that the product can reach
conveniently to the consumer.

James culliton, the American expert coined the expression marketing

mix ,and descroned the marketing manager as the
mixer of the ingredients.
Jerome mc carthy ,the well known American professor of marketing
described the marketing mix as th e4ps, classifying the variables under
four heads,each beginning with the alphabet p i.e., product
,price,promotion ,and place.
The complete set of marketing mix elements and sub elements
are presented below :
a.

product mix and product line .

b.

design,quality,features ,styles ,apperence,size and warranty of the

produts .

c.

packaging,type,materials,size,appearance and labl.

d.

Branding and trade mark.

e.

Merchanding.

f.

Services (presale and after sale ).

g.

New products,

h.

Returns.

Price variables :
a.

pricing polices ,levels of margin,discount and rebates.

b.

Terms of delivery,payment terms ,credit terms and installment

facilities.

c.

Resale price maintenance.

Promotion variables :
a. personal selling : obejectives ,level of efforts,quantity of sales
force,cost level and level of motivation.
b. Advertising: media mix,budjet allocations and programs.
c. Sales promotion: efforts,display, contents, trade promotions.
d. Publicity and public relations.

Place variables:
a. Channels

of

distribution,types

channeldesign,locatiionof

outlets,chanel

of

intermediaries,
remuneration

and

dealear principal relation.

b. physical

distribution,transprotion,warehousing,inventory

levels,order processing etc.,

the marketing mix variables are considered to the controllable variable
of marketing, as they emanate from with in the organization and the
marketing manager is free to choose, alter and control these variables as
likes .Assembling and managing the marketing mix is the main job in
the whole marketing test.
Since the marketing process is the essential an interaction between
the marketing mix and the environment /assembling and managing the
marketing into a winning the marketing program includes many crucial
decisions relation to each of the elements of marketing mix products /

price, promotion and place.

Marketing mix has to be juggled constantly in order to meet the
changing requirements, lending the marketing mix elements into a
winning combination is a continuous task and not one shot assignment.
The mix may require constant changes. The marketing man has to
carefully monitor the mix and juggle the elements as required by the
changing conditions. There are many reasons to say that no such thing
as a forever- valid marketing max such as:
a) As the environmental variables keep changing, alternations in the
marketing mix become necessary.
b) In particular/changes in customer preferences necessitates alteration
in the mix.
c) Changes taking place in the organization to necessitate changes in
the marketing mix.
d) So, once the marketing mix is perfect then only the firm can achieve
its target position in the market.

Detailed study of the four ps of marketing

(Product, price, place and promotion)
Product:
Definition : a product is anything that can be offered to a market
for attention, acquisition, use or consumption that may satisfy a want or
a need. It includes physical goods, services, experience, events,
persons, places, properties, organizations in formations and ideas.

Products carry certain meanings with them and project certain

distinctive images. These may arise due to out of many components
that make up the total personality. The total product personality
and its components.
a) the core or the basic constituent
b) the associated features
c) the brand name
d) the package
e) the design
a. The core or basic constituent: it is the first and chief
component in the total personality of any product. For
example, Mysore sandal soap has a total product personality
whose basic constituent is sandal. It is presented as a
combination of luxury and tradition.
b. The associated features: a product contains several associated
features besides the core constituents. In the above example
the fragrance/ oval shape/ colour, etc. are the associated
feature of the product.
c. The brand name: A brand is defines as, a name/term. Sign,
symbol, or design or group of sellers and to differentiate
from those of the competitors.
d. A trademark that has been given legal protection thus was
ensuring its use exclusively by one seller. Thus, trademark is
illegal term while brand is a marketing term. The best brands

convey

warranty

of

quality.

Brand can deliver broadly up to four level of meanings:

1. Attributes: A brand first brings to mind certain product attribute:for example, Mercedes suggests attributes such as well- engineered,
well- built, high prestige, etc.

2. Benefits: Customers do not buy attributes, they benefits. Thus

attributes should be translated to functional and emotional benefits. The
attribute expensive translates to emotional benefit important and
admired.

3. Values: A brand also says something about the buyers values.

Thus, Mercedes buyers value high performance, safety and prestige.

4.personality :A brand also projects a personality. Motivation

researches ome time asks,if this brand were a person ,what type of
person it would be?
The company should build its brand personality. The value of brand
based on the extent to which it has brand loyalty, name, awareness,
perceived quality, strong brand associations and other assets as patent
and trademarks.

The package:
this is another important component of the total product personality.
The package performs essential roles:

giving protection to the products.

Adding to aesthetic and sales appeal of the product.

The main decision areas in packaging area:

1) package material.
2) package aesthetics
3) package size and convenience.

The material of package, the colour and the size of the package and its
finishing, the labeling on the package, the possibilites of reusing the
package, all influences the total sales appeal of the product.
Subsequent innovation in packaging:
The continuous search for improved types of packaging has led to a
stream of innovation in this field. Recent, understanding of the
developments taking place in India in the field of packaging.
a) Tetra packs
b) fixable containers
c) Fractional and small unit package.
d) Sachets for customer convenience.

Product design:
The process of designing a product style and function, creating a
product that is attractive, easy, safe and inexpensive to use and service,
and simple and economical to produce and distribute. Design is larger
concept then style. Style simply describes the appearance of a product.
Style can be eye-catching or yawn inspiring. As Competition intensifies
design will offer one of the most potent tools for differentiation and
positioning a companys products and services. Design investment pays
off. Good design can attract attention in target market.

PRODUCT MIX AND PRODUCT LINE

Product line: A group of products that are closely related because
they function in a similar manner, are sole to the same customer groups,
are marketed through the same types of outlets are fall within the given
price ranges. They company must manage its product line carefully. It
can systematical increase the length of its product line in two ways.
1. Stretching the line.
2. Filling the line.

Product line featuring:

The product line manager typically selects one or few items in the
line to feature. This is product line featuring. Sometimes, manager
features promotional models at the low end of the line to serve as traffic
builder.

Product mix:
The set of all product lines and items that a particular seller offers
for sale to buyers. This is also known as product assortment.

Width: it refers to the number of different product lines the company

carries.

Length: this refers to the total number of Items the company carries.

Depth: the depth of the product mix refers to the numbers of

versions offered of each product in the line.

Consistency: it refers to how closely related the various product

lines are in use, product and requirements, distribution channels, or
in some other way.
Organization when their products the maximum market share and

when there is no scope for the further her development of the product
shifts to the other product of same variety with little changes or entirely
different product the competitor develop within no time, hence in order
to be the head of the company should produce more products.
Organization should have a product mix because for every product
the competitor develop within no time, hence in order to be the head of
the company should produce more products.

Five levels of a product:

a. core benefit: the fundamental service or benefits the
customer is really buying.
b. Basic product: it is the actual product which is from the core
benefit.
c. Expected product: a set of attributes and conditions that a
buyer normally expects and aggress to when they purchase
this product.
d. Augmented product: A market prepared the product that
meets the customer desire beyond expectations.
e. Potential product: The product which encompasses all the
augmentations and trans formations the product ultimately
undergo in the future.

NEW PRODUCT:
New product development is the development of original products,
productImprovements, product modifications and new brands through
the firms own R&D efforts.

Significance of new product development:

1. New products become necessary for meeting the changes in
consumer demands.
2. the new products becomes necessary for making new profits.
3. New products become necessary for combating threats.

4. Classification of new products:

5. New products arising out of technologies innovations.

6. New products arising out of market oriented modifications

PRICE:
Definition:
The amount of money charged for a product or service, or
some of the value that consumers exchange for the benefits of having or
using the product or services.
Price is the only element in marketing-mix, which produces
revenues: all the other elements represent cost, Price and sales volume
decides the revenue of every business.

FACTORS INFLUENCING PRICING:

A. Internal Factors:
1. Corporate and marketing objectives of the firm.
2. The image sought by the firm through pricing.
3. The characteristics
4. Price elasticity of demand of the product.
5. The stage of the product on the product life cycle.
6. Use pattern and turnaround rate of the product.
7. Cost of manufacturing and marketing.
8. Extent of distinctiveness of the product and extent of product
differentiation practiced by the firm.
9. Other elements of marketing mix of the firm and the interaction with
pricing.
10. Composition of the product line of the firm.

B) External factors:
1. Marketing characteristics ( monopoly,oligopoly, etc.)
a. Buyer behavior in respect of the given product.
b. Bargaining power of the major supplier.
c. Bargaining power of the major supplier.
d. Competitors pricing policyu.
e. Other relevant legal aspects.
f. Societal considerations.

PLACE:
This includes:
1) 1.Channels of distribution, types of intermediaries, channel
design location of outlets, channel remumeration and dealer
principal relation.
2) 2.Physical distribution, transportation, warehousing, inventory,
levels, order processing, etc.

Channels of distribution:
A set of interdependent organization involved in the process of making
a product or services available for use of consumption by consumer or
business user.
According to buckins, a distribution channel consists or the set of
people and firms involved in the transfer of the title to a product
moved from the producer to ultimate consumer or business user.

Number of channel levels :

The number of channel levels can channelize the marketing
channel.each layer of marketing intermediaries performs some work in
bringing the product and ownership was closure to the final buyer is a
channel level. Each middleman that perform some work bringing the
product closer to the final consumer both perform some work they part
of every channel.

Direct marketing channel :

A marketing channel that has no intermediary levels.

Indirect marketing channel:

channels containing one or more intermediaries levels.
When once the company has reviewed its channel alternatives and
decided on the best channel design,it must implement and manage the
chosen channel.
Channel management calls for selecting and motivating individual
channel members and evaluating their performance over time. The
varies alternatives which a company has in distribution channel. Can be
understood from below tables.

SOME OF THE IMPORTANCE CHANNEL OF

DISTRIBUTION
1) 1.channels provide distribution effeciancy to manufactures.
2) 2.channels supply products in required assortments.
3) channels provide salesmanship.
4) 4.channel help merchandise the product.
5) 5.Channels look after physical distribution and financing
function.

Promotion:

Promotion is anymarketing effort whose function is to inform or

persuade actual or potential customers about the merits of product or
service of the purpose of introducing a consumer either to continue or
to start purchasing the firms product or service at some price.

Promotional mix:
Promotion mix is meant the combination types and amounts of
different forms of promotion used by a marketer.
Promotion mix or media methods of promotion comprise:
1) personal selling
2) advertisement
3) sales promotion
4) publicity

ADVERTISING:
Any paid form of non personal presentation and promotion of
ideas,goods or services by an identified sponsor.Advertising is the
most important of the market communication mix or promotion mix.
An advertising objective is a specific communication task to be
accomplished with a specific target audience during a specific period
of time. Advertising objectives can be classified by primary purpose.

They are :

a) informative advertising: advertising used to inform

consumers about a new product or feature and to build

primary demand.
b) persuasive advertising :

advertising used to build

selective demand for brand by persuading consumer that it

offers the best quality for their money.
c) comparision advertising: advertising that compares one

brand directly or Indirectly to one or more other brands.

d) remainder

advertising: advertising used to keep

consumer thinking about a product.

The importance of advertising is summed up in a statement
advertising is telling and selling.

Sales promotions:
A verify of short term incentives to encourages trail and
purchase of a product or service. Sales promotion includes a wide
variety of promotion tools designed to stimulate earlier or stronger
market response. it is includes:

1. Consumer promotion: sales promotion

design to stimulate

consumer purchasing, including samples, coupons, rebates, price off,

premiums. Patronages rewards, displays, contents and sweepstakes.

2. Sales force promotion: sales promotion designed to motivate the

sales force selling efforts more effective, including bonuses, contests
and rallies.

Personal selling:
Sales made by an individual acting for a company by performing
one or more of the following activities: prospecting, communicating,
servicing and information gathering.
Every organization involved in personal selling will have a sales
force. Therefore, the organization should be very careful in other
management of sales force.

Sales force management:

The analysis, planning and implementation and control of sales force
activities. It includes designing sales force strategy and structure.
1) Personal confrontation: personal selling involves an alive,
immediate and interactive relationship between two or more
persons.
2) Response: personal selling makes the buyer feel under some
obligation for having listened to the steels talk. The buyer has a
greater need to attend and respond, even if the response is polite
thank you.

3) Cultivation: personal selling permits all kinds of relationships to

spring up, ranging from a mater of fact selling relationship to a
deep personal friendship.

These distinctive qualities come at a cost. Advertising can be turned

on and off but the size of a sales force is more difficult to alter.

CHAPTER 5
Theoretical fame
work

MARKETING MIX WITH SPECIAL REFERENCE

TO VISAKHA DAIRY
Every organization, which ishaving production of goods and sales in
the markets, should have a well-prepared mix strategy. The marketing
mix of the organization should be planned in such a way that it should
suit the competitors marketing strategies, economic conditions of the
people etc.
Visakha dairy is completely a milk-oriented dairy. It deals
with milk and milk products. Milk is very delicate food, which can get
spoiled very easily with a little carelessness. Hence much care should
be taken by the organization starting from procurement to distribution
channel is though not a larger one yet for this particular organization
the present channel is sufficient.
Visakha dairy is having many products. It is having a wide product
mix ad product line. Earlier visakha dairy was declined by a very little
extent. The competition in the market lead to increase in the
promotional activities of the organization. Though the competitors

came into existence yet there exists brand loyalty among manyconsumers.

PRODUCT:
Visakha Dairy is an organization, which is completely involved in
providing services to the customers and the farmers from whom milk, is
being procured. Though it is a profit oriented firm yet it is charging
only reasonable amount from the customers for their products being
sold. Visakha dairy is improving and increasing many product varieties
day by day. They are conduction researches and producing products,
which are useful to public at large.The basic definition of the product is
anything that can be offered to a market to satisfy a want or need.

Five-product levels of visakha dairy are:

Core benefit: the fundamental benefit, which the customer is really
buying, is the energy. Milk has good content of vitamins, proteins and
fats.
Basic product: it is the product, which offers services or satisfies the
needs of the consumers in case of visakha dairy the basic products are
milk, buttermilk, flavored milk, ghee, pannier, sweets etc.

Expected product: a set of attributes, which the consumers normally

agree and expect when they purchase the product. In case of visakha
dairy naturally the expected attributes are good quality and the
hygienists. The consumers expect certain amount of attributes, which
the organization has promised in its product and naturally the customers
of visakha dairy too expects the same.

Augmented product: The products, which meet the customers

expectations of the product beyond their desires, are augmented
product. Visakha dairy is always trying to go beyond the expectations
of the customers. They are improving their products according to the
tastes and preferences of the customers.

Potential

product:

these

products

encompasses

all

the

augmentations and transformations that the product might ultimately

undergo in the future. Visakha dairy is producing tetra packs. This may
not be new in the milk industry but new to Visakhapatnam.
PRODUCT PROFILE OF THE ORGANISATIO
The products of visakha dairy are numerous. They are producing all
possible products, which can be made out of milk. The basic products
of visakha dairy are milk ghee, flavored milk, butter milk, pannier,
skimmed milk powder, etc.
MILK:
Whole milk/ full cream milk:
1. Fat content of the milk is 60%
2. Solids not fat percentage of milk is 9%
3. Bacteria free and hygienic.
4. Total sales per day is 23000 liters
o Toned milk:
o Fat content of the milk is 3%.
o Solids not fat percentage of milk is 8.5%.
o Total sales per day are 13000 liters.

o Double toned milk:

o Fat content of the milk is 1.5%.
o Solids not fat percentage of milk is 9%.
1. total sales per day is 25000 litres
2. For naval only.
3. Tetra packs milk (U.H.T. processed milk):
4. fat content of the milk is 1.5%,3%,4.5%
5. solids not fat percentage of milk is 9%,8.5%
6. Bacteria free and hygienic (it can be stored up to 3
months).
7. 100%good milk.
8. Ready for consumption.
This milk is processed at temperature of around 140 C and packed in
very aseptic conditions, due, which this milk can be, stored up to 3
months to 6 months to 6 months at ambient temperatures.

Ghee:
Complete fat content (99.6%).
Granular and white in color
A-Mark special grade product (govt. of India certification).

Doodth Peda:
The mouth lickering, the delicious doodth peda. This is one of the best
products produced by visakha dairy, which is an pure milk extract with
a very good state and quality.Milk cake, mysore pak, badam burfi.

Even sweets are prepared with milk, pure ghee and milk powder. All
these products are good sources of energy.

Milk Powder:
Milk powder is obtained by evaporating the water in the milk and
can be converted in to milk by adding sufficient quantity of water. The
life of milk is day under refrigerated conditions where as the self life of
milk is 9 months at room temperature.

PRODUCT MIX AND PRODUCT LINE OF

VISAKHAPATNAM
PLACE/DISTRIBUTION OF CHANNEL:
Distribution channel plays a pivotal role in the successful
marketing of most products, especially consumer products. A
marketing channel performs work of moving goods and services from
producer to consumer. Depending upon the product type the
distribution channel is decided. The length of the channel depends upon
the number of intermediaries.
Distribution is the process, which starts when the product is ready
for the consumption. This process may include middleman also.
Visakha dairy distributors milk packets to the commission agents,
direct to the consumers through vans. These vans will be sent in time in
time to the required places.

Customers will be satisfied only when they get product without pain. In
order to maintain customer satisfaction the products are being
distributed on time by arranging effective transport system.

Channel 1:
In this channel the milk is being distributed to the consumers
through the commission agents. These commission agents are playing
vital role in the sales of visakha dairy milk. This channel is the most
important channel maximum of sales is being achieved through this
channel. This is the easiest channel through which consumers can
acquire the milk. These commission agents in turn appoint delivery
boys for supply to customers. This is the easiest channel where goods
will be delivered directly to the consumer at the doorsteps through the
commission agents. Milk will be supplied to agents through dairy vans
in time i.e. both morning and evening. This facility makes commission
agents comfortable and motivated. Even cash is collected at the sale
points itself.

PLANT
COMMISSION
CONSUMER
Channel II:

DELIVERY BOYS

This channel includes retailers where the milk products like

buttermilk, doodh peda, flavoured milk, ghee, etc, which are being sold
by visakha dairy.
VISAKHA DAIRY

RETAILER

CUSTOMER
A retailer is a person who sells goods to the ultimate
customers. In case of visakha dairy at some of the areas from where
every customer can busy dairy products. The organization itself
established retail shop and employed its own people. It has also given
this retailer shop even to the outsiders. In these retail outlets customers
can get milk products other than milk like ghee, flavoured milk, doodh
peda, etc

Channel III:
In fact this cannot be considered as a channel because there
are no intermediaries between the organization and the customer. Here
the customers are in direct contact with the dairy. They give orders for
the special occasions to dairy, these orders will be met on time by the
visakha dairy personnel. The customer can book orders directly to the
organization or they can even book through their booth agents.

The hotels, restaurants and other sweet merchants use even

this channel. There will be direct contact between the customer and the
visakha dairy. The transactions will be only through marketing
department.
This channel can also be considered as the zero level
channels where the manufacturer is directly selling to the consumer.
This is also a kin of direct marketing channel. To the products like milk
etc. this type of channel is very useful where the consumer can directly
be in contact with the producers.

VISAKHA DAIRY

CUSTOMER

Channel IV:
Visakha dairy has recently gone for this channel of distribution.
Thos channel consists of stockiest who are equivalent to the dealer.
Designing of channel is not a day to day task in channel management. It
is the administration of the dealer network that constitutes and every
day task in channel VISAKHA DAIRY management . These stockiest
were invited by the organization through, the newspaper ads.
At present visakha dairy is having seven stockiest among various
parts of Visakhapatnam. The stockiest of visakha dairy are:
STOCKIST NAME

AREA

Venkat sai Enterprises

adarsh nagar

Kirthi Distributors

Kanchar Palem

A.S.Naidu

Chodavaram

Sampath Vinakaya Agencies

Anakapalli

Sr. Lakshmi Agencies

Seetammadara

Annapurna Enterprises

Gajuwaka

K.Ravindra Babu

R.T.C.Complex

VISAKHA DAIRY

STOCKISTS

RETAILER

CONSUMER

Local Milk Marketing:

Visakhapatnam city is having population of about 12 lakhs
including the near by suburbs. To cater the needs of the consumers in
visakhapantam city and also in the important towns of Anakapalli,

Paderu, Narasipatnam, Tuni, Vizinagarm, and Srikakulam milk is being

supplied in sachets as indicated hereunder:

Visakhapatnam District:
1. Distributors Routes

35 Visakhapatnam town

2. Parlour

105 Anakapalli, Paderu

3. Milk Sales Points

500 Araku & Narasipatnam

Vizinagaram district:
1. Distributors Routes

Vizinagaram Town

2. Parlour

3 Nellimarla,

3. Milk Sales Points

34 Ramabhadrapuram

Srikakulam District:
1. Distributors Routes
2. Parlour

3. Milk Sales Points

Srikakulam Town

East Godavari District:

Milk Sales Points 9.
The present milk sales in the union are 150000 liters per day.

PROMOTIONAL ACTIVITIES:
With the development of the technology and heavy competition
alone with production organizations are adopting the promotional
activities. They just can not avoid this. Visakha dairy was almost
monopoly in the market but with the establishment of many small other
dairies like Madhuram, Dolphin, Heritage, Ajay, Kamadheu, etc.
competition came into existence even to visakha daily. These dairies as

spitted the market. In order to keep the market share intact and to make
people aware of the products of visakha dairy. It has adopted
promotional mix and is spending sizeable amounts on them. The
market share of visakha dairy is very high even when the competitors
market share is summed.
In order to increase the market share of visakha dairy has to
spend a lot on the promotional activities. Since promotion mix is the
only media through which the customers can be made aware of the
various milk products, which are prepared in the dairy. Many of the
customers do not know products other than milk produced by visakha
dairy.

Promotional activities adopted by visakha dairy:

Visakha dairy gas adopted promotional mix to promote its products.
It is advertising its products both through print media and audio/ visual
media.
Section of media of advertising depends upon the product type,
range of the media, depending upon the category on which it being
concentrated. There visakha dairy has also considered all these factors
while approaching for promotional activities. Visakha dairy products
are consumers oriented products, which are used by every class of
people. Therefore it has to concentrate on media, which covers all the
classes of people.
For the purpose of sales promotion visakha cairy allots some
amounts of money as any other organization do. According to last years

PROMOTIONAL ACTIVITIES

AMOUNT
(in lakhs)

HOARDINGS

VAN DESIGN AND BUS PAINTINGS

15

GLOW SIGN BOARDS

PRINT MEDIA (PRESS ADS)

10

COOKING COMPETITION FOR HOUSEWIVES

sales budget and utilization of money was as below.Total sales

promotion bdget for the academic year 2006-07 was 40 lakhs, out of 10
lakhs 50% i.e. 5 lakhs were granted by NDDB and the remaining 50%
grants are from Union Fund.Expenditure during the period 2005-06
towards the promotional activities is:

VARIOUS MEDIA OF ADVERTISING OF VISAKHA

DAIRY:
Audio/ visual media:

This audio/visual media includes cinema TV, radio, And out door.
Visakha dairy is using all using all these media effectively. It is
promoting its products in all these media.

Hoardings:
Dairy had its hoardings at every important place where there is much
of scope for the movement of people in the city. The hoarding sites are
studied with much care because there should be maximum reach and
the display of the hoarding should be prominent. These displays usually
consist of the product.

Painting:
Visakha dairy is painting its products ads on the buses and auto
rickshaws & on its own vehicles. This is one of the important modes of
across these ads even unintentionally. If these ads are impressive then
they will definitely drags the attention of the people. Since the vehicles
moves to of this advertising is, it is cost effective since these autos
charge very nominal amounts for these advertisements.

Shop identifiers:
The dairy is painting on the shops of the booth agents its logo and
captain not free of cost. These painting are done in such a manner that
they should attract the attention of the people nearby. These paintings
are done in colors blue and white. This is catchy. The booth number

and agents details are also painted on the walls of the booth along with
the contact number of dairy inviting complaints if any.

Advertising through cable network:

The audio/ visual media will have a very good impact on the viewers
of the advertisements. Visakha dairy is also using this media
effectively. The cable network is reaching wide area of he people hence
dairy has booked three-20 seconds spots during the prime time for its
advertisements which mainly concentrates on the brand loyalty and
positive aspects of the dairy milk and its attributes. The ads are mainly
shown in the local cable networks.

Cinema:
Visakha dairy is also promoting its product through the film media.
In Visakhapatnam people are much entertainment oriented, they spend
their leisure time by watching movies in the theatres. Visakha dairy has
been in slide shows at around 20 most widely accepted theatres.

Print media:
Visakha dairy is using print media also. Visakha dairy is giving its ads
in newspapers regularly. Pamphlets on importance of using visakha
dairy milk and precautions to be taken in summer season are being
distributed. They also contain
The disadvantages of not maintaining hygiene property by the outside
milk vendors. According to the market intelligence reports they quality

of the milk supplied by some of the private people do not confirm to the
PFA standards.

Sales promotion:
Sales promotion is the key ingredient in marketing campaigns. it can
be defined as sales promotion consists of a diverse collection of
incentive tools, mostly short term, designed ti stimulate quicker and / or
purchase of particular products / services by consumers or the trade.
Visakha dairy has adopted the sales promotion activities ,which
includes, prize rewards, discounts,etc.,
Ice boxes supplied to booths at 50%subsidy. Deep refrigerators
are supplied free of cost to important localities agent .
It has also provided infrastructures of shops. Approximately
seven lakhs is spent on part rent. It provides electricity charges of
around 8.4 lakhs perannum for about 200 shops.
Visakha dairy is encouraging the consumers to purchase monthly
cards. They are providing approximately 20 paisa for cardholders. This
facility is very conventient to the customer because they are assured of
availability of milk. Visakha dairy is also maintaining good public
relations. There is regular check up at the milk booths to know whether
the public is facing any problem with the booth agents.

Pricing:
Pricing of any product should be done with great care. There are
various methods in pricing and every organization will follow a definite

pricing method. Pricing of product will depend upon the external

environment, competitors pricing method,etc.
Visakha dairy also have a particular pricing method. The
committee of members consisting of the following people determines
price of any new product. They are managing director, marketing
manager and finance manager.
The pricing varies from place to place. For example about 80% of
the total ghee is exported to out of state and remaining 20% is sold
within the state.
As there is mush demand for ghee in northern region pricing of the
product is also made by considering the local market of the product, no
of competitors etc.
Visakha dairy can be considered as a service sector rather than profit
oriented sector. The system followed by it in pricing a product is
COST.

Based pricing :
In cost based pricing the dairy follow absorption cost pricing . this
absorption cost pricing is also known as full cost pricing. In this pricing
technique the unit cost of product is estimated at the normal level of
production and sales. The method uses standards costing techniques
and works out the variable and fixed costs involved in producing,
selling and administering the product.
The prices being charged on each and every product line
context of the subject. Therefore it is evident that the organization is

more service oriented rather then the profit oriented when compared
with the amount which should be actually given to the producers of
milk. Depending upon the quality of milk they produce the organization
pays them.

CHAPTER 6

Analysis
Interpretation

ANALYSIS OF THE DATA

150 members from the various categories were conducted during
the survey to get feed back on the sales promotional activities of the
visakha dairy.

Personal details :
1. SEX

MALE: 110
FEMALE: 20

2. EDUCATION QUALIFICATION
INTER

04

DEGREE

90

P.G

20

ITI

12

&

3.OCCUPATION
EMPOLYEE

75

WORKERS

15

BUSINESS

20

HOUSE WIFE

20

4. INCOME
BELOW 5000

33

5000-10000

85

10000-20000

12

5. FAMILY SIZE
2

56

62

12

11

ANALYSIS AND INTERPRETATION OF DATA

1. do you use milk products ?
S. No

Opinion

1
2

yes
No

Percentage
Respondents
100
0

of

Interpretation:
The total survey revealed that all the peoples use milk products
regularly. According to their family size people were using different
available milk products in market.
Hence form the above information people use 100% milk products.

1.which milk products are you using ?

S. No
1
2
3
4

Product
Curd
Butter Milk
Ice Cream
Badam Milk

Percentage
consumers
87
87
50
33

of

Interpretation:
The total survey revealed that the people how they are using milk
products. Each product having different percentages respectively.
These are curd consume 87 percent, butter milk consume 87 percent,
ice cream consume 50 percent & badam milk consume 33 percent.
Hence from the above it is evident that the consumption of milk
products high in the district.

2. which products that you normally use?

S. No
1
2
3
4

Quantity
visakha dairy
Amul
Heritage
Local Vender

Percentage of consumers
84
5
8
3

Interpretation:
The total revealed that the people were using different
brand milk products. In that the people using visakha dairy 84%, amul
dairy 5%,heritage dairy 8%, local vendor 3% .hence from the above it
is avident that the consumption of visakha dairy milk is high in the
district.

3. which factor do you consider to buy milk

product?

S. No
1
2
3
4

Factor
Price
Quality
Timely Available
Pack size

Percentage
53
80
83
33

Interpretation:
The total survey revealed that the people views to buy
milk products. According to consumers taste and preferences they
consider different factors. these are the price 53.3%,quality, timely
availability 83.3%,and pack size 33.3%. hence from the above it is
evident that the most successful factor is timely available.

4.Name some products that you are aware of

visakha dairy?
S. No

Reason

Percentage of consumers

Curd

98

Butter milk

99

Floverd Milk

73

sweets

67

Ghee

80

U.H.T Milk

27

Panner

40

Interpretation:
The total survey revealed that the people how would we the aware of
visakha dairy products. Consumers are aware of these products respectively
Buttermilk 98.6 percent, curd 98.6%, Flavouredmilk 73%, Sweets 66.6%,
Ghee 80 %,U.H.T.milk 27 %& Panner 40 %. Hence from above it is evident
that butter milk and curd are more popular products.

5. Which factor influence

products?

S. No
1
2
3
4

you to buy visakha dairy

Factor
Good Quality
Attractive Packing
Timely Available
Brand Name

Percentage
respondents
91
82
95
85

of

Interpretation:
The total survey revealed that the people are influenced by above factors to
buy visakha dairy products. These are good quality 91 %, attractive packing
82%, timely availability 95% and brand name 85%. Hence from the above it
is clear that good quality and timely availability these two factors are
influencing on consumers to buy visakha dairy products.

6. Do you know about the flavors of visakha dairy flavored

milk?

S. No
1
2
3
4

Brand
Badam
Pineapple
chocolate
pista

Percentage
92
53
75
64

Interpretation :
The total survey revealed that how people know the flavors of
visakha dairy flavored milk. These are badam 92%, pineapple 53% , chocolate
75%, and pista 64%.hence from the above it is evident that badam flavour is
the most known to the people.

7.which flavour do you consume the most ?

S. No
1
2
3
4

Flavor
Badam
Pineapple
Chocolate
Pista

Percentage
respondents
83
5
5
7

of

Interpretation :
The total survey revealed that the people which flavour consume
the most.these are the badam 83%,chocolate 5%, pineapple 5%, and pista 7%.
Hence from the above it is evident that badam flavoured milk is the consume
most by people.

8. Have you ever used visakha dairy products?

S. No
1
2

Interpretation:

Opinion
yes
No

Percentage
Respondents
98
2

of

The total survey revealed that 98% peoples are using

visakha dairy milk products and only 2% people are not using visakha
dairy products.
Hence from the above it is evident that most of the people in the
city are using visakha dairy products and sales are high in the district.

9.Are you using visakha dairy products at present ?

S. No
1
2

Interpretation :

Opinion
yes
No

Percentage
Respondents
96
4

of

The total survey revealed that 96% people are using visakha
dairy milk products and Only 4% people are not using visakha dairy
products.
Hence from the above it is evident that most of the people
are using visakha dairy products at present.

10.Do you consume flavored milk /badam milk ?

S. No
1
2

Interpretation:

Flavors
Flavored Milk
Badam Milk

Percentage
Respondents
89
11

of

The total survey revealed that the people consume flavoured

milk /badam milk is 89% and only 4% people are not consuming milk
products.
Hence from the above it is evident that most of the people
are consume flavoured milk /badam milk.

11. Have you ever drink visakha dairy flavored milk?

S. No
1
2

No. Of respondents
yes
No

Percentage of
respondents
87
13

Interpretation:
The total durvey revealed that the people consume
f;avoured milk.
Hence from the above it is evident that most of the
people are consume flavoured milk.

12. Have you ever drink visakha dairy flavored milk?

S. No
1
2
3
4

Flavors
Badam
Chocalate
Pinapple
Pista

Percentage
Respodents
91
5
2
2

Of

Interpretation :
The total survey revealed that the people are aware of
visakha dairy flavours respectively. These are badam -1%, chocolate
-5% ,pineapple -2%, pista -2%.
Hence from the above it is evident that most of the people are
badam is the known flavoured milk.

13. which factor influence to drink the flavored milk?

S. No
1
2
3
4

Product
Taste
Purity
Packing
Nutritional value

Percentage
Respondents
97
90
60
20

of

Interpretatton :
The total survey revealed that the people consider factor
influence to drink the flavoured milk is the taste 97% ,purity is
90%,packaging is 20%.Hence from the above it is evident that the two
factors are taste and purity influencing on the consumers to drink the
flavoured milk.

14. Are you satisfied with the availability of visakha dairy

flavoured milk?

S. No
1
2

Opinion
Yes
No

Percentage
95
5

Interpretation :
The total survey revealed that the 95% people with the
availability of visakha dairy flavoured milk. Only 5% people are not
satisfied with the availability of visakha dairy flavoured milk.
Hence from the above it is evident that most of the satisfied with
the availability of visakha dairy flavoured milk.

15.Would you recommend this visakha dairy products to a

friend ?

S. No
1
2

Opinion
Yes
No

Percentage
96
4

Interpretation :
The total survey revealed that the 96% people with the
availability of visakha dairy products to their friends. Only 4%people
does recommend visakha dairy products to their friends.
Hence from the above it is evident that most of the people
recommend visakha dairy products to their friends.

16.Have you ever faced any problems with the visakha dairy
products?

S. No
1
2

Opinion
yes
No

Percentage
Respondents
90
10

of

Interpretation ;
The total survey revealed that the 90% person does not faced any
problems with the products.Only 10% people faced problem with the
visakha dairy products . the problem is mainly quality of butter milk
and less service in the rural areas.
Hence from the above it is evident that most of the people not facing
any problem with visakha dairy milk products.

17.Have you informed the same to theofficials of visakha

dairy?
S. No
1
2

Opinion
yes
No

Percentage
consumers
0
100

of

Interpretation:
The total survey revealed that the all people does not reveal
their problems to officials of visakha dairy.
Hence from the above it is evident that dairy management
only to look into the problems of visakha dairy milk prod

CHAPTER 6
Findings,
Suggestions
and summary

Findings :
1. market share of the organization is more .it is markert leader .
2.visakha dairy is having good brand loyality.

3. when compared with the competitors dairy is having more varities of

milk products.
4.it has even developed fame among the milk producers by providing
them with facilities like hospital, school under the name of
PMEBHMW trust.
5.milk is provided to the booth agents on time. The services of the dairy
are satisfactory regarding the distribution channel.
6.the price charge strategy if dairy is very good that is why it is able to
retain commission. Agents.
7.market share is divided into parts by the existing and newly entering
competitors.
8.adertisements of the organization are not the expected impact on the
customers. Advertisement awareness is very less.
9.less amount of commission is paid to the agents.
10.it could not make people aware of the different products produced
by it the different products produced by it.
11. visakha dairy can improve its market share by market share by
making people aware of all the products beings produced by it.
12. visakha dairy is producing good number of products when
compared to the competitors. This is an added advantage to the
organization.
13. since milk producers are getting many benefits from the
organization they will by loyal to the oraganiztion.
14. by improving the advertising strategy the organization can reach all
sorts or people in the city and every place wherever its products are
sold.
15. the commission paid to the booth agents is less when compared
with the competitors. This may lead to shifting of the agents to the
competitors.

SUMMARY:

Inspire of all the above inadequacies, which are highlighted in the

suggestions the visakha dairy has a good brand image and brand loyalty
among the customers. All the employees are target
-oriented in their respective fields. They created a congenial working
environment and working with co-ordination to achiveve the ultimate
targets of the visakha dairy.

The organization should motivate its commission agent to the

utmost possible extent to it. It has to develop its promotional activities.
New methods of advertising i.e. using the media of advertising more
efficiently and innovatively should be done. Customers should be made
aware of the product mix of visakha dairy and other products, which
they are selling.

SUGGESTIONS REGARDING CUSTOMERS

Brand loyalty in the customers should be increased to prevent
them from shifting to the competitors. This can be achieved by

satisfying the customer mentally through visakha dairy products laying

greater emphasis on physical benefits of the products.
The product mix of visakha dairy is not known to many of the
customers. Therefore customers should be made aware of the visakha
dairy products.
Advertising is not having expected impact on the customers.
Advertising pattern should be changed. Since the company is concerned
with milk and is used by women for ever purpose of the house, women
should make aware of the products and their usage benefits.
Visakha dairy should conduct cooking competitions to women by using
milk products dairy. This is very effective way of advertising the
companys own product in the market.
Advertisements should be designed in such a way that they should have
unique colours, and shape when compared to the surrounding
advertisements. This will definitely eye catchy and will retain in the
minds of the viewers for longer time.
Announcing innovative schemes will motive the customers.
Visakha dairy should be very careful in deciding the media of
advertising. The hoardings of the advertisements should have a positive
impact on the customers brain
Customers should be provided with pamphlets of visakha dairy
containing information regarding the various products of visakha dairy,
their price and availability. This can done through the booth agents.
Booth agents can supply then to the customers along with the milk
packet

CHAPTER 7
BIBLIOGRAPHY
QUESTIONNAIRE

BIBLIOGRAPHY
Marketing Management:

Philip Kotler

Marketing Management:
Ramaswamy &Namakumari
Advertising Management: P.K. Agarwal
A brief note on VCD
: Internal Records of the dairy
Consumers Behviour
: Leong. Schiffman & Leslie
Lazar kanuk
Indian consumer
: Subash Mehata
Journals

Business World.

Information gathered through interest web sites are:

www.discvermilk.co.uk

www.addairy.com

www.milk.com

www.dairy.com

CONSUMER PERCEPTION
Name
Age

:
:

Gender
Qualification
Occupation
Family Size
Annual Income
Address

:
:
:
:
:
:

1. From where do you get the milk?

a) Local venders b) Milk booth c) Milk parlors d) Kirana shops
Dept.stores

e)

f) By door delivery

2) How much quantity do you use daily?

a) Less than 0.5 ltr b) 0.5 to 1 ltr c)1 to 2 ltr

d) 2 to 3 ltr

e) More

than ltr
3) The price of milk per ltr that are you using now?
A)24/-

b)20/-

c)30/-

d)others

4) Name the brand that you are aware of milk?

a)Curd

b)Butter milk c)Flavors

d)Sweets

5) Which brand are using now?

a)Visakha dairy b)Heritage dairy

c)Vijaya dairy

6) How long have you been using the particular brand ?

A) Visakha dairy b) Heritage c) Vijay d) Others

d)Others

7) Which flavor do you consume the most?

a)Badam

b) Chocolate c) Pineapple d) Pista

8) Have you ever used visakha diary milk& milk products?

a) Yes

b) No

9) Are you using the visakha dairy milk& milk products?

a) Yes

b)No

10) Do you consume flavor milk / badam milk?

a) Flavored milk b) Badam milk
11) Have you ever drink visakha dairy flavor milk?
a) Yes

b) No

12) Have you ever drink visakha dairy favored milk?

a) Badam

b) Chocolate c) Pineapple d) Pista

13) Which factor influence to drink the flavored milk?

a) Taste b) purity

c) Packing

d) Nutrition value

14) Are you satisfied with the availability of visakha dairy flavored
milk and milk products of visakha dairy?
a) Yes

b) No

15) Would you recommended this visakha dairy dairy products to a

friend?
a) Yes

b) No

16) Have you ever faced any problem with the visakha dairy products ?
a) Yes

b) No

17) Have you informed the same to the officials to visakha dairy?
a) Yes

b) No

18) The normal pack size that you prefer to buy?

A) Milk

200ml 500ml

1ltr

b) Sweets 25grm 250grm 500grm

1kg

c) Pannier 250 grm 500grm 1kg

d) Ghee

200grm 500 grm 1ltr

15kg

19) Have you experienced difference among visakha dairy products

with others ?
a) Yes

b) No

20) What is opinion to the sales and service of visakha dairy?