Professional Documents
Culture Documents
INTRODUCTION
India’s diary sector is poised for spectacular growth. Its going rapidly
though the per capital milk consumption has remained low (197 gm per day
compared to the world average of 285 gm) and is expected to grow strongly over
the next decade as income rises due to overall economic growth and increased
urbanization. Demand is expected to increase by 15% over the next 10 years.
The opening up of export market is also executed to stimulate growth.
Apart from drinking milk directly, the Indian tea and coffee consumers use
milk consumption of ghee, butter, and lassie also contribute to the demand of
milk.
After the split of Soviet Union, India has became the second largest
producer of milk in the world, next to USA. According to the Dr.V.KURIEN the
chairman of G.C.M.M.F by the year 2000 India will overtake USA.
The tremendous potential of the diary industry was given a major fillip with
then finance minister Dr. MAN MOHAN SINGH move to the license of milk
industry in June 1992. the sector which is dominated by the co-operative and
government own milk schemes was thrown open to private sector, which for a
long time has been looking for a opportunity to enter the field.
1
Andhra Pradesh is the seventh largest milk producing in India. In 1995 milk
production constituted 11% of Andhra Pradesh agriculture economy and the
secretary was one of the biggest contributors after rise. In terms of gross value
added at current price, the sector has grown at almost 17% in the last 5 years.
Milk and its products constitute an important part of daily diet. Milk is known
as the most significant and complete food among all the food products, since
early ages of human life. It supplies body building proteins) bone forming minerals
health giving vitamins energy and also gives lactose and milk fats, etc besides
providing certain essential fatty acids, it contains nutritional for easily digestive
and assailable form. All these properties make milk an important food product in
universe. In highly developed countries, milk and its products societies normally
enjoy complete freedom from diseases associated with malnutrition, which is
commonly found in developing countries with extreme milk production, and supply
methods.
2
Procurement of Raw Milk:
Milk is procured to the dairy milk producers especially from the former from
70 villages with their respective milk co-operative societies. The average milk
consumption is nearly per day. The sales revenues per day is 1.7 lakhs and the
monthly turn over will be two crores rupees
1. Season and
2. Unseasoned (lean season)
The procurement will be as usual that is 2000 liters per day and the sales
will be 6000 liters per day
Chilling:
The procured milk is chilled at chilling centers at 4 oC the chilled milk goes to
next stage called pasteurization stage
Pasteurization:
3
Objectives of the study:-
In the present scenario the sales and distribution creating few problems
such as late delivery, mediators involvement with lot of expenses incurring,
transportation inadequate in rural areas and other factor impact like competition
with other brands like retail market.
4
Scopes of the Study:-
The dairying, which was brought under public sector, is best with
managerial, organizational and financial problems besides keen competition
from the private sector in a mixed economy system adopted in India.
In India, there are many problems in marketing of milk. The main problems
are lack of adequate and timely supply of milk, poor quality and adulteration
of milk, leakage of packets, high & low discrimination of prices of milk etc. in
view of these problems, Govt., of India adopt several measures to improve
the marketing system,. Quality and sales of milk in rural as well as in urban
areas in Indian are covered by Dairy, co-operative societies which have
take up the responsibility of improving the quality and sales of milk.
5
NEED OF THE STUDY:
Sales and distribution is the process of placing the product knowing the
supply and demand. An important role of a marketing channel is to fill the gaps
between the production and consumption process. These gaps can be in
relation to time, space, quantity and variety.
6
Research Methodology:-
This survey is conducted to study the panel of selling and distribution process by
which effective in sales. For this purpose we have selected 120 respondents
from Warangal district. To collect primary data from respondents we designed a
schedule. The schedule contains questions which are as follows:
a) Personal identification
b) Social background.
The collected information is edited, classified tabulated the data is analyzed &
interpreted. Finally conclusions are drawn and suggestions are being offered.
Sample of the study: - 120 respondents selected who are existing distributors
of Vijaya Dairy Milk to measure channels of distribution.
Sources of data
Primary data
Secondary data
7
Limitations of the study
♦ This study is biased upon only existing sellers and retailers because we
cannot take others who don’t know about the product concept to say about
selling and distribution line to get the product to sale in the market.
8
Chapterisation of the Study
The report of the study consists of these chapters. They are as follows:
a) Introduction
b) Importance of the milk
c) Objectives of the study
d) Research methodology
e) Sources of data
f) Limitations of the study
3. Theoretical Aspects:
a) Channels of Distribution.
b) Role of marketing channels.
c) Function of marketing channel.
4. Data Analysis: This chapter deals with the data collection, analysis and
interpretations of sample respondents selected from different areas of
Warangal District.
6. Bibliography
7. Appendix
9
CHAPTER – II
ORGANISATIONAL PROFILE
ABOUT VIJAYA DAIRY INDUSTRY IN INDIA LEVEL
India has realized the need from developing the dairy Industry only
after Independence. When planned development of dairying as actually
taken up in the five year plan 1951-56, in adequacy of suitable marketing
structure was noticed about low milk production. This was centralized in
rural areas, where the producers are facing transportatj0n problems and
lack of marketing problem. To solve these marketing strategies were
introduced and developed for the proper flow 0; milk at rural areas to the
dairy plants. In most of states large dairy have been established with a
direct link between rural milk producers and urban milk distribution units.
Some dairy units have also established a chain of' milk collection and
chilling centers in the rural areas for milk handling in large quantity and for
distance transport without spoilage. These processing centers have a
stimulating effect on the c1airy industry throughout the country.
10
ABOUT VIJAYA DAIRY INDUSTRY IN ANDHRA PRADESH
Agricultural sector and good potential for milk production dominate Andhra
Pradesh. The state has a cattle population of 218.31lakhs with 16.74 lakhs cows
and 25.851akhs buffaloes. The cattle population of the state forms about 1/10 of
national stock strength. The milk production is estimated about 49 lakhs litres per
day. Andhra Pradesh is having all types of natural resources that would help the
growth of Dairy Industry.
In Andhra Pradesh, the first Dairy was proposed in 1959. At that time "pilot
milk supply schemes "was started. It is an action to integrate the milk project with
the assistance of the UNICEF at a cost of Rs 4.5 crores. In the year 1961, a
separate department of milk was established including four districts of coastal
Andhra and three Districts of Telangana. The Dairy Development Department
was converted into Organization Profile Andhra Pradesh Dairy Development
Corporation Limited (APDDC), under the state government in the year 1974. The
objectives of the APDDC are to minimize the socio-economic change of Dairy
development programmes and providing employment and Income to the milk
producers through out the year. The APDDC has been operating well. It has
even regional officers at Hyderabad, kurnool, Chittoor, Rajahmundry,
Nizamabad, Warangal and Vijayawada. Each region is under the control of a
Regional manager.
11
PROGRESS OF DAIRY INDUSTRY DURING PLAN PERIOD
The progress made by Dairy Industry during plan periods, in India is briefly
presented below Programme for organizing Dairy Industry on proper lines was,
initially conceived in the first five year plan. The plan out lay for Dairying" under
this' plan was Rs.7.81crores. Work on Dairy development was undertaken in the
states of Andhra Pradesh, Madhya Pradesh, Orissa, Tamilnadu and Uttar
Pradesh.
Second Five year plan (1956-61) had a layoff 21 crores for Dairying. During
this plan period, seven liquid milk plants were established. Pilot milk schemes as
a prelude to the establishment of Dairy plants were started at 8 centres. The
expansion of National Dairy Research Institute, Karnal and its southern Regional
station at Bangalore and establishment of two regional stations at Calcutta and
Bombay to meet the Industry requirement for trained personal was an added
development
The third five year plan envisaged the establishment of 55 milk supply
schemes for cities with over one lakh population and Industrial town-ships, 8 rural
creameries, 6 milk product factories, two cheese factories, four cattle feed
compounding factories, during this plan, 30 liquid milk plants, continued to
establishment of another 37 liquid milk plants was invocated. In 1965, the
National Dairy Development Board (NDDE) was setup by the Government of
India. Its main objectives were to provide any technical service to the
implementing agencies in Building-up their Dairy projects. These services were
designed to help in building-up rural milk producers co-operatives.
With a view to provide chilling and marketing facilities, the fourth five year
plan envisaged. During this plan, i.e., in the year 1970, a five year project known
as 'Operation Flood' was conceived and formulated by the NDDB. This is the
worlds biggest milk drive. It aims ultimately at establishing a broad basis for
accelerated development of the national Dairy Industry. But, as NDDB was not
authorized to transact any financial and commercial activities of this Programme.
The union Government had set-up the "Indian Dairy Corporation (I.D.C) for
executing the Operation Flood Programme.
12
The project 'Operation Flood' aims at the improvement of milk marketing by
enabling the organized Dairy sector to obtain a commanding share of the
markets id the four major cities of Bombay, Calcutta, Delhi and Madras and at
speeding up Dairy development by increasing milk production in rural areas.
13
ABOUT VIJAYA DAIRY INDUSTRY IN WARANGAL.
In Warangal District, different types of cattle breed are found. There are
certain types of buffaloes in the District, according to the animal husbandry
department the buffaloes living in Warangal are apart from production of milk,
cattle's are used for agricultural purpose.
There is a Dairy plant in Warangal town and foremilk chilling centers each at
Thorroor, Mulugu, Narsampet and Jangaon. Their milk chilling centers collect
milk from collection centres in the villages. The collected milk is chilled at the
concerned chilling centre and it is transported to the Warangal Dairy. The
processed milk at Warangal Daily is marketed to the milk consumers in the tri-city
of Warangal, Hanamkonda and Kazipet in the form of Distribution.
14
DAIRY DEVELOPMENT ACTIVITIES OF WARANGAL DISTRICT:
15
OBJECTIVES OF THE WARANGAL DAIRY ORGANIZATION
Warangal Dairy is a District level unit and all the policy decisions are taken at
the head office level. Warangal unit is only a functioning unit, which operates the
work to achieve the objection of Dairy federation.
16
The milk sales are being conducted in the tri-cities of Warangal, Hanamkonda
and Kazipet through 98 booths is a credit Institutions. The sales leave reached
now up to 5,000 liters per day. For prompting sales of company product the study
of consumer behavior is inevitable or compulsory. Marketing manager should
take decisions regarding brand, discount packaging, commission, advertising
policy, gifts, free samples etc., by studying consumer behavior.
The milk sales are being conducted in the twin cites and surrounding
areas through its customers/booths nearly 1000 points is a credit
Institutions. The sales have reached now up to 1,00,000 liters p/d. for
prompting sales of company product the study customer perception is
inevitable or compulsory. Marketing manager should take decisions
regarding brand, discount packing, commission, advertising policy, gifts,
free samples etc., by studying customer’s behavior. Available at a store
nearest to you- be it your local kirana store, the largest supermarkets in the
city or their very own exclusive milk shops…Is it any wonder that Mother
Dairy today enjoys almost 75% of the market share for branded milk in
Delhi and more importantly that special place.
To clay APDCF offers the widest spectrum of milk products in India, under the
brand name 'VIJAYA'. These include Ghee, Butter, Processed Cheddar, Chese
and Cheese spread, UHT Milk, flavoured milk, Slim Milk in Tetra packets,
Sterilized Cream, Skim milk powder, Dairy whitener, cooking butter and ice
Cream. Sever among these carry the Agmark, an attestation of quality by
Government of India and the ISI mark of Bureau of India standards. The brand
"VIJAYA" denotes quality & quality, which makes it a trusted name in millions of
house hold across the country.
17
ORGANIZATIONAL STRUCTURE
With a strong desire to develop the Dairy Industry in the state, involving the
milk procedures in organizing the procurement, production, processing and
marketing of the milk produced in rural 8reas. For this purpose, the Government
of Andhra Pradesh has taken a decision to convert the Andhra Pradesh Dairy
Development Corporation Limited into Andhra Pradesh Dairy Co-operative
Federation Limited (APDDCF Ltd) on 31h September, 1981. For the
administrative convenience of APDDC its organization structure formed into milk
sheds in 25 Districts of Andhra Pradesh. Each milk shed is under the charge of a
Joint Director or a Deputy Director.
18
State level Apex Body APDDCF
District level Milk Unions Ten Unions
Village Milk Producers co-op 9228
Level societies Societies
TABLE – 1
19
Marketing Mix:
1. Products ;
2. Price ;
3. Place (Distribution); and
4. Promotion.
20
Product:
A.P. Dairy is producing several different products from the milk. Those
are Ghee, buttermilk, processed cheddar cheese and cheese spread, UHT (Ultra
high temperature), and Flavored Milk (Merri Milk) skim milk in tetra packs
sterilized cream, skim milk powder, dairy whitener, cooking butter and cream.
Vijaya Diary parlors and chain of retailer. All these products are marketed with
the brand name of “VIJAYA”. Several among carry “AGMARK’, it is like ISI an
loyalty and brand image mainly as formers milk in all over the country. VIJAYA
But, in warangal diary other than the milk the bi-products produced are:
1. Butter Milk;
2. Sterilized flavored milk; and
3. Ghee
The milk products are packed in polythene covers with the size of 200ml
21
PRODUCT LINE OF MILK
22
Place (Distribution):
consumer timely.
1. 10 – Vans
2. 4 – Jeep and
3. 12 – Autos
Distribution of milk varies for different areas.
VIJAYA branded products are marked through agents, Vijaya dairy parlors
and recently on 4th July, 2001, “SWASHAKTHI VIJAYA DEEPIKA” a project
launched firstly in Warangal by APDDCF Limited. The management has given
agencies to DWAKRA group with the help of DRDA (District Rural Development
Authority).
The firm is giving one rupee commission to Agents and DWAKRA groups.
23
Promotion:
These products are also marketed through the DWACRA groups for the
maintain corporate image and product image through which it meet the object of
24
CHAPTER – III
THEORETICAL ASPECTS
25
production process, follow schedules that ensure continuity of production and
help them improve their production efficiency. Space gaps occur when
production takes place at one or a relatively small number of locations. Since the
place of production need not be close to the final consumers, it results in space
gaps. Quantity gaps occur because manufacturers produce products in much
larger quantities than the individual customer would purchase. This gives rise to
the need for breaking down these large quantities into smaller quantities in order
to match the needs of individual customers. Finally, variety gaps occur because
consumers desire a greater variety of products than a manufacturer can produce.
It is important for the producers to match the needs of the customers to the
extent possible by offering a variety of products.
The smooth flow of products from the producer to the end-user takes
place with the help of intermediaries, who bridge the gaps discussed above.
Marketing channels as intermediaries reduce the amount of time and expenditure
of the manufacturer by reducing the number of contact points between the point
of production and the point of consumption. These intermediaries also help
marketers aggregate the narrow product ranges of several producers producing
a wide range of product assortments. Middlemen help the manufacturers by
apprising them of the customer requirements from time to time. They also help in
promoting the products through efficient product displays and other techniques
like discounts, promotional schemes and so on.
Channel Flow
The primary task of marketing channels is to move the goods from the producer
to the end user. In the process, the channels help close the gaps such as those
of time, space, quantity and variety. In order to close the gaps that arise between
producers and customers, those representing marketing channels perform a
number of tasks such as:
26
Possession: The flow of goods physically from the producer to the final
consumer takes place with the help of intermediaries, like transporters. The
possession of goods thus gets transferred from the producers to the final
customers.
Ownership: The flow of ownership or transfer of the title of the goods takes
place on physical receipt of the goods from one channel member to another. The
flow of title normally takes place in the same direction as that of the physical flow
of goods.
Financial flow: The financial flow involves the payment process wherein the
customers pay for the goods or services they have received from the channel
members. Financial flow is usually in the opposite direction of the ownership and
physical flow of goods. The payment process may involve financial institutions
like banks, and the mode of payment may be either cash or credit.
Information flow: The flow of information from the channel to the customers is
essential in order to create awareness among them about the availability of the
products. The flow of information can help in obtaining customer orders, producer
promotions, and so on. The information may also flow in the form of customer
complaints from the customers to the producers.
Risk flow: Risks may flow from one channel member to another in the form of
product perishability, fluctuating demand patterns, price fluctuations, risks
generated by faulty products, and so on.
27
FUNCTIONS OF MARKETING CHANNELS
28
Dual distribution
Customer service can be enhanced by keeping in mind the three aspects given
below–
• Customers must be given more importance than the goods and services that
have to be delivered.
• Products and services are of significance to the customers only when they
are available to them exactly when customers need them.
29
• Organizations should focus more on profitability than on sales volumes. The
number of transactions is a better measure of profitability than the volume of
sales.
MARKETING ORGANIZATION
Marketing has undergone immense transformation from its earlier days to the
present. Earlier, marketers only focused on the sales function and were always
contemplating how to improve the sales of the company’s products or services.
But now, sales comprise only a part of the marketing activity. Many complex
decisions regarding sales, advertising, public relations, sales promotional
activities, customer relationship management, brand management, product
management, marketing research and a host of other activities have been
integrated into the present day marketing department. Moreover, marketing is
no longer being viewed as a separate function. Every department in the
organization is linked to the marketing department and to marketing efforts in
some way or the other.
There are about five stages that describe the evolution of the marketing
department over the years. Let us study each of these stages individually.
30
promotional campaigns. A sales department may perhaps have to employ
additional marketing personnel to perform these marketing functions.
Marketing department
The marketing and the sales department are expected to work in coordination
to achieve organizational objectives. But there is a general mistrust and lack of
confidence between these two departments about each other. This is largely
evident from the functions they perform. For instance, the sales team always
looks to improve the sales and thus improve the profitability of the firm in the
short run, whereas the marketing department always looks at the long-term
objectives. The marketing department relies on market research for its decision-
making while the salespeople depend upon their experience gained over the
years. In order to overcome this lack of trust between these two departments,
the top management might bring the sales department under the purview of the
marketing department. This forms the basis of the modern marketing
department where the sales manager works under the marketing manager.
31
Marketing
Marketing is a societal process by individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and
services of value with others. For a managerial definition marketing has often
been described as the art of selling products but people are surprised when
they hear that the most important part of marketing is not selling it is only the
trip of marketing.
Marketing mix:
Marketing mix is the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market. Mc. Carthy classified these tools in to
four broad groups that they called four Ps of marketing; products, price,
place, promotion, marketing mix decisions must be made for influencing the
trade channels as well as the final consumers. The four Ps represent the
seller's view of the. Marketing tools available for influencing buyers. From a
buyer's point of view, each marketing tool is designed to delivers a customer
benefit. Robert waterborne suggested that the sellers four Ps correspond to the
Customers four Cs.
Four Ps Four Cs
32
MARKET DECISIONS
The different market decisions that are to be taken in the wholesaling process
pertain to the target market, price, promotion, and place decisions.
Target Market
Over the years, many wholesalers have stopped acting as mere distribution
points and have started responding proactively to the market needs.
Wholesalers have started identifying and targeting the most profitable market
segments. Some wholesalers have changed their focus from traditional buyers
to new ones. For instance, electrical wholesalers in the US have started
directing their sales efforts towards commercial and industrial markets, in
addition to their existing market of electrical contractors. Wholesalers have also
started focusing on the emerging institutional markets, including airlines, hotels,
schools, restaurants, hospitals, and so on. The selection of type of products and
the product lines is based on the demand for the products in the market.
Wholesalers also analyze the costs involved in entering new markets, when
compared to satisfying the new requirements of existing markets.
All the business transactions that take place with the intermediaries are called
wholesale transactions. Classification of wholesalers and retailers is done on
the basis of who the purchasers are and not on the amount of purchase that
has been made. A simple method of classifying is, if more than 50 percent of
the total sales are made to other intermediaries, then the seller is termed as a
wholesaler, and if more than 50 percent of the sales are made to the final
customers, then the intermediary is called a retailer. Normally, there are two
types of wholesalers, merchant wholesalers and functional wholesalers. The
different market decisions that are to be taken in the wholesaling process
pertain to the target market, price, promotion, and place decisions.
33
Reducing Total Distribution Costs:
Cycle time can be defined as the time taken to receive the customer order,
process it and deliver it to the customer.
Cycle time also includes the time taken by the vendor to replenish the
stock on time so that it meets the customer demand. Reducing cycle time will
help organizations significantly reduce the inventory holding costs.
Just-in-time
Transportation
Transportation is the process of moving the goods from one physical location to
another. As competition has intensified over the years, and companies are
expanding their operations globally, transportation has become a vital function
in the logistics process of an organization.
34
CHAPTER – IV
DATA ANALYSIS
Data Processing begins with the editing of the Data and coding process,
tabulation and drawing statistical inferences. Editing involves inspecting the
data collection forms for omission, legibility and consistency in classification.
Analyses represent the application of logic to the understanding of the data
collected about the subject. In its simplest forms, analysis may be
determination of consistent patterns & summarizing of appropriate details.
The final stage the research process is that of the interpreting the
information and drawing conclusions for use in managerial decisions. The
research finding and need not necessarily include complicated statements
about technical aspects of the study & research methods.
The researchers are required to make both the oral and written
presentation. Since each project is different, the presentation of each
required originality. However the better the earlier steps in the research
process have been executed, the more likely is it that a good presentation
would result.
35
DATA ANALYSIS
a) Major Brands
b) Sales of Milk per day
c) Methods of sourcing
d) Regular Customer visiting retailers.
e) Facility of Home Delivery.
f) Brands Wise Sales per Day.
g) Perception Regarding Vijaya.
h) Promptly delivery of Vijaya Milk without any delay.
i) Defects in Vijaya Milk Delivery
j) Necessary of Advertisement.
k) Media Effective for Advertising.
l) Brand Preference.
m) Retailers Opinion Chart.
36
Table – 1: Major Brands
Vijaya 30 25
Mulkanoor 33 27.5
Nagarjuna 09 7.5
Thirumala 22 18.4
Vyshnavi 18 15
Others 08 6.6
30
25
20
15
10
5
0
Vijaya Mulkanoor Nagarjuna Thirumala vyshanavi others
Major Brands
INTERPRETATION
37
Table – 2. Sales of Milk Per Day
1-20 32 27
21-50 44 37
51-100 12 10
101-200 20 16
Above -200 12 10
40
30
20
10
0
21-50 51-100 101-200 ABOVE
-200
SALES/DAY
INTERPRETATION:- The above table shows that sale of milk in ltr /day. It
was found 27% of respondents felt that it is between (1-20), 37% is between
38
(21-50), 10% is between (51-100), 16% is between (101-200), and above
200 respectively.
It was observed that the milk being sold from kiranam shop, bakery, pan
shop. The average sale of particular outlet ranges from 30-40 ltr a day. and
most the sales it seen at grocery shops.
39
Table - 3 Methods of Sourcing
Sources No.of Respondents Percentage
Manufacture 20 16
Agents 85 71
others 15 13
80
60
40
20
0
m anufacture agents others
Sources
INTERPRETATION
From the survey conducted on the retailers for knowing the details
regarding sourcing of the milk it is found that 16% of the respondent
felt that the source is through manufacturer, 71% through agents, 13%
through others.
40
Table - 4 Regular Customer Visiting Retailers
1-20 60 50
20-30 26 22
30-40 19 15
40-50 15 13
60
50
40
30
20
10
0
1 20-30 30-40 40-50
INTERPRETATION
41
Table - 5 FACILITY OF HOME DELIVERY
Yes 22 18
No 98 82
yes no
Interpretation:-
42
Table - 6 Brand Wise Sale Per Day
Mulkanoor 6200 28
Nagarjuna 1500 07
Thirumala 4000 19
Vyshanavi 3500 16
Others 1300 06
Brand
30
25
20
15
10
0
Vijaya Mulkanoor Nagarjuna Thirumala Vyshanavi others
INTERPRETATION
From the survey conducted on retailers to know the brand wise sales
Vijaya has 24% of sales, Mulkanoor 28%, Nagarjuna 07%, thirumala
19%, Vyshanavi 16%, and others 6%.
43
It is found that the highest sale comes from Mulkanoor and next
followed by Vijaya at 2nd position.
50
40
30
20
10
0
ge
d
or
nt
oo
Po
lle
ra
G
ce
ve
Ex
INTERPRETATION
44
Table – 8. Prompt delivery of Vijaya Milk without any
delay.
Opinion No. of Respondents Percentage
Yes 71 59
No 49 41
60
50
40
30
20
10
0
yes no
opinion
INTERPRETATION
From the above table we come to know that 59% of people says yes and so
Vijaya has its prompt delivery without delay. And 41% says no it has the problem in
prompt delivery.
45
Table - 9 Defects in Vijaya milk delivery.
50
40
30
20
10
0
y
ity
ne
g
tit
in
al
no
an
ag
qu
qu
ck
pa
INTERPRETATION
From above table we can. Say that Vijaya as defects in packaging
with 26% defect in quality 39% defect in quantity 2% and none 33%.
46
Table 10. Necessary of Advertisement
Opinion No.of respondents %
Yes 92 77
No 28 23
NO 23
YES 77
INTERPRETATION
From above Figure we can find that there is a necessary of
advertisement 77% and no 23% to improve the sales.
T.V 17 14
Newspaper 20 17
Pamphlets 28 23
Wall painting 56 46
50
40
30
20
10
0
T.V newspaper Pamphlets Wall Painting
media
INTERPRETATION:
From the - above table and graph we can found that wall painting as the
highest rate of 46% then pamphlets 23%, news papers 17% and T.V. 14%.
It is better to have wall paintings only. Its low budget and effective people
remember for long time.
48
Brands No.of Respondents Percentage
Vijaya 31 26
Mulkanoor 38 32
Nagarjuna 12 10
Thirumala 08 06
Vyshnavi 18 15
Others 13 11
Brand
35
30
25
20
15
10
5
0
Vijaya Mulkanoor Nagarjuna Thirumala Vyshanavi others
INTERPRETATION
From the above picture we can able to know that the opinion of retailers says
32% mulkanoor, 26% to Vijaya, 10% to nagarjuna, 06% to thirmala, 15% to
vyshanavi and 11% are others ( reliance, priya, amul, Nestle)
Yes 52 43
No 68 57
49
Total 120 100
Yes No
INTERPRETATION
From the above information we can say that the sales can be
increased yes 52% and No is 68%.
CHAPTER – V
CONCLUSION:-
50
liter milk daily.
2. From the survey it was found that about 40% of respondents are
using packet milk.
3. Survey shows that most of the Consumers (50%) prefer to use the
milk for the purpose of making tea.
51
SUGGESTIONS
1. The Dairy has to maintain existing quality because all consumers are
highly satisfied the quality of Vijaya.
2. The company has to use thick packing covers to avoid leakages.
3. The company has to design variety type of packing covers to attract
the customers.
4. The company has to improve the service by providing 24 hours Milk
booths of Vijaya brand Milk.
5. The company has to introduce 1 ½ Liter and 2 Liter packs to attract
huge family consumers.
6. The company has to introduce tetra packs.
7. The company has to reduce the price to attract all type of
consumers.
8. Brand awareness is to be promoted by APDDCF.LTD .in order to
keep the existing customers intact and attraction of new customers
towards Vijaya brand.
9. The company has to offer some additional quantity of milk in
festival days to attract more number of customers.
10. The company has to sponsor some educational programmes in
the popular TV channel.
11. Attractive billboard hoardings should be placed in main comers of
the Tri City.
12. The company has to establish more number of milk booths in
main corners of the cities in order to improve the sales.
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APPENDIX:-
QUESTIONNAIRE
NAME:
AREA:
2. Details of souring.
4. How many regular customers come to the shop for milk per day?
a) Yes b) No
__________________dairy milk.
a) Yes b) No
½ Lt.
200 ml.
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9. What is your perception regarding Vijaya Milk?
a) Yes b) No
13. Do you think people are branded conscious before making a purchase?
a) Yes b) No
17. If VIJAYA offers you sell it’s other products, you choose?
___________________________________________________________________
_________________________________________________________________
Thank you.
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BIBILOGRAPHY
1) Company profile:-
Website:-
2) Theoretical Aspects:-
Pran choudhary & Elliot. R & ALAN TOOP: Successful Sales Promotion
– Orient Longman, New Delhi,
WWW.APDAIRY.COM
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