INRTODUCTION

Marketing may be defined as process of exchange between seller & buyer. It involves a number of
inter related activities designed to plan promote, distribute & price a product or service in order to meet
the wants & needs of both the parties in exchange.

Transaction viz: - Consumer (buyers) & producer (sellers) P.Kotler define marketing as The human
activity directed at satisfying needs & wants through exchange process.

According to the committee of American marketing association. Marketing consist of performance

of business activity that direct the flow of good and services from producers of supplier to the consumer
and users.

In Sumul Dairy proper emphasis has given is the concept of marketing as it helps in increasing the
selling and profitability and that is why the separate department of marketing has kept carrying on and
control marketing activities of milk made products are performed by Gujarat milk marketing federation
Ltd. On behalf of Smul Dairy this organization has been set up with the purpose of the overcoming the
intro competition between members and to give fight to outer competitors GCMMF carries on all the
marketing activities on behalf of its member.
Hierarchy of Marketing Department
PRODUCT PLANING
 The product is origin of marketing. The product is synonymously used with things producing and
service. But we can satisfy the human wants, is product. By the exchange of this product seller gets profit
while customers gets satisfaction by using it.
The product produced by Sumul Dairy i.e. milk, butter, ghee, and customers directly use milk
powder. Therefore they are define as customer product while the allied the production of is called
industrial product.

PRODUCT LINES

Today due to vitality of market increasing demand increase in diversity of product and cutthroat
competition a company puts more then one product in market and is called product line.
Similarly the group of product, which are produced and sold by one company, is called product mix.
We can that the product is complementary to the other product while in product line the product are
competing each other.

MARKETING PROCESS

Marketing of Sumuls product is done by G.C.M.M.F Ltd. 90% of Amul products are marketed by
federation except for liquid milk.

Before establishment of G.C.M.M.F dairy market the product directly, this lead too many problems.
Thus the Gujarat co-operative milk marketing federation areas established in 1972 for marketing the
dairies of Gujarat. (Total 12Dairies)

All the faction of marketing like advertising, budget, marketing research, price for product etc.
G.C.M.M.F. It sent monthly market requirement date to the dairies & according to this another concerned
dairies will work.

Dairy the amount of production of Sumul like cheese, butter, milk, powder, chocolate etc. are sent to
the commercial department through production department. This data is very useful to the Sumul dispatch
orders, which is sent to the federation dispatch order. It involves quality of good when the good are to be
sent price signal executive etc.

The dispatch orders are sent to concerned state by programmer committee & under committee member
different persons are included line member of Amul.

PRICING POLICIES

Pricing is the sum of the values consumers exchange for the benefits of having or using the amount of
money changed for a product as organization & many non-profit organization set prices is the only
element in the marketing mix that producers revenue price is also one of the most flexible element of
marketing mix.
Through out the history prices were set by buyers & sellers negotiation with each other sellers would
ask for a higher price then they expected to pay through bargaining, they would arrive at an acceptable
price.

Price is all round as all profit making.

Setting one price for all buyers is relating modern idea. It was given impetus by the
development of the large scale retailing at the end of the nineteenth century.

A company can pursue any of the following objectives through its pricing.

1. Survival.
2. Maximum current profit.
3. Maximum current revenue.
4. Maximum scales growth.
5. Maximum quality leadership.

Sumul fixes pricing policy for industrial items like coco, butter, coco powder, coco mass, cream etc.
and variable pricing policing policy for factory product like cheese, butter, ghee, chocolate, baby food etc.
Company andle pricing in a variety of ways. In large compromise, pricing is handled by market
division & product line manager.
 Sumul chooses prices depending upon market. Sumul does not compromise with the quality for
getting order. The strength of getting order. The strength of the company line on high quality of
fabrication & creation of the job to the consumers satisfaction.

ADVERTISING
Advertising is one tool that a company uses to direct persuasive communication to target buyers &
consumer. Advertising is any paid from of non-presentation & promotion of ideas well as services by
identified sponsors.
There are five major decisions in developing an advertising programmer knows as five ms:

1. Mission: What are the advertising objectives?

2. Money: How much can be spent?
3. Message: What message should be sent?
4. Media: what media should be used?
5. Measurement: How should the result is evaluated?

The major objectives of advertising are to inform to persuade & to remind customers about the media.
Frequency & impact, choosing, among major media type, selecting specific media vehicles, deciding
on media timing & deciding geographical media allocation.
Advertising is very important tool for the product range of Sumul Dairy. The company is given
advertising in reputed & well circulated industrial magazines T.V. Newspapers etc.
This is done order to bring awareness of the company various product among the customers &
introduce, co-range of product into nearly diversification fields.
This is done order to bring awareness of the companys various products among the customers &
introduce, co-range of product into nearly diversification fields.

CHANNEL OF DISTRIBUTION
 Most producers do not sale their good directly to the final users. But they sale their product by keeping
marketing intermediaries performs various type of factions and bearing various names. It means most
producer work with marketing intermediaries to bring their producers to market. The marketing
intermediaries made up a marketing channel.
Marketing channels are sets of inter dependent organization involved in the process of marking a
product of service available for use or consumption.
It is an important in modern days. By dole fating some control over how and to whom the products
are sold, the producers do again several advantages by using intermediaries. As we know that many
producer lack the financial resources to carry out direct marketing. While in some case direct marketing is
not feasible, in these types of situation the marketing intermediary makes their place. Thought contacts,
experience, specialization and scale of operation, intermediaries offer the firm more then it can achieve
unit own.
As Sumul Dairy in milk selling is not able to distribute and sale the milk on its own, it is taking the
help of intermediary, which know in bringing the product and its total closer to the final buyers constitute
a channel level. Sumul Dairy distributor channels graphical representation is as follows.
Sumul Dairy

GCMMF

Area Depot

Distributors

Retailers

Consumers