INTRODUCTION In most business the retailers only help to achieve the targets because, retailers selling the Product

directly so they are well known about the customers. Retailers interface between the distributer and customers it is the retailer interaction with the consumer that gives rise to a sale. So the quality of this interaction is a key determinant of marketing success. It will determine the extent to reach the effort and expenditure incurred by the firm on promotion is translated into sales. In most cases the individual retailer is a force to reckon with in the given area. He Knows the customers needs; he is also in a position to provide the require services. Naturally He is in a position to influence the decisions of the customers he builds goodwill and wins new customers for the firm. In fact, with his cooperation a firm can get a continuous stream Of new customer at a progressively lesser unit cost. Retailers expect effective servicing from the firm. Prompt supply of the product is one part of effective servicing today sales man has looked upon as a necessity. He helps the products and Manufactures by familiarizing their goods, distributing and creation new demand.

The retailer occupies a very important and specialized position. He not only Under the dealers he assist of consumers and manufacturer he acts as the chain of distribution Between the manufacturer and the consumer for which purpose the retailer maintains an Efficient and comprehensive organization.

RETAILERS SATISFACTION LEVELS: Satisfaction in levels of persons felt state resulting from campaigns a product Perceived performance in relational to the persons expectations. Satisfaction is a function of the difference between perceived performance and expectations. Companies seeking to win Todays market must track their customers expectations perceived company performance And Customers satisfaction. While assisting the satisfaction level a company must not conclude that it can get a Full picture of customer satisfaction and dissatisfaction by simply running a complaint and Suggestion system. As sometimes customers may feel that their complaints are minor or that they will be offered. The result is that the company has needlessly lost customers. Therefore, companies instead of using of complaints levels as measure of customer Satisfaction

obtaining direct measures of customer satisfaction by conducting periodic surveys would provide more appropriate measures.

Functions which the Retailer has to perform: Help to achieve the sales targets. Provide adequate shelf space. Provide merchandising support Provide service to consumers. Make prompt payments. Maintain fair trade practices. Provide winning storage image. Assist in promoting the product, especially in pop promotion. SCOPE OF THE STUDY This project is total attempt to study the retailer satisfaction to analyze. The tiruchirapalli city survey covers 50 retailers basis of census sampling. The study can be over looked in qualitative nature rather than quantitative, Science it aims to know option, expectation and satisfaction of retailer toward.
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 The company also maximum effort has been taken to see the final result to the work While becomes a reliable one.

NEED FOR THE STUDY The study is important in as much as the retailers, dealers or the primary contact between manufactures and the consumers. It is also to be noted that is retailers he no need to PUSH the any one of the product and they are not worry about the marketing performance. Dealers only giving proper

Awareness of the state of affairs at the dealers dealers expect good outlets because its important for company to nature and motivate them for a better performance.

OBJECTIVE OF THE STUDY

To study the role of retailers is promoting is the sales of chakra milk. To analyze the relationship between the retailers and the dealers. To analyze the retailers promotions schemes offered by the company To know about the terms of settlement and mode of delivery between the company to dealers and dealers to retailers. To analyse the relationship between retailers and chakra milk customer

METHODOLOGY OF THE STUDY

Research Design The research design is the frame work which provides guidelines for the process this project works. Sampling: Sampling Area The survey was conducted in tiruchirapalli city covering certain areas. Sample size The sample size of study is 50 retailers. descriptive research is focused in

Sampling technique: The technique used was convenience sampling. Data collection: Primary data: A primary source of data for the purpose of study has been collected from the retailer with the help of structured questionnaire. For the collection of primary data, structured questionnaire as used covering all aspects of the study. It contains both open ended and close ended questions. Secondary data: secondary data has been collected from company.

Tools for Analysis Charts are mainly used to represent the collected data. MS excel package was used For the purpose of analysis. Tools used are: Percentage analysis Chi-square test Weighted average test

LIMITATION OF STUDY The study is confined only to specific areas in towns (tiruchirapalli) Few retailers not co-operative due considering the researcher as official authority The project time period is very short. Cost is also the major part to the project This study is valuable only for a limited period of time because of rapid market changes. This finding of the study is based on the information provided by the respondent.

REVIEW OF LITERATURE To distribute in small portions or at second hand; to tell again or too many (what has been told or done); to report; as, to retail slander. The sale of commodities in small quantities or parcels; -opposed to wholesale; sometimes, the sale of commodities at second hand. To sell at second hand. Done at retail; engaged in retailing commodities; as a retail trade; a retail grocer. To sell in small quantities, as by the single yard, pound, gallon, etc.; to sell directly to the consumer; as, to retail cloth or groceries. The sale of goods individually or in small quantities to consumers Compare

Steve Burt Argues that for many retailers, competitive advantage in the home market has been based upon the development of strong store and corporate images as retailers strive to develop themselves as brands in their own right. The construction of store image, comprising both tangible and intangible dimensions,
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compounds problems of moving into international markets as consumers in the host environment are less familiar with the intangible dimensions of image, which have been built up over time with exposure to the retail company. Retail companies therefore need to fully understand the importance of image in competitive positioning and the components of store image before attempting to replicate this image and positioning overseas. Explores these issues with reference to Marks & Spencer and the companys entry into the Spanish market. A survey of customer perceptions of a range of store image attributes in the UK and Spain reveals differences and similarities in perceptions, which must be managed if a standardised position is to be sought in the host market. Elizabeth Howard Argues that for many retailers, competitive advantage in the home market has been based upon the development of strong store and corporate images as retailers strive to develop themselves as brands in their own right. The construction of store image, comprising both tangible and intangible dimensions, compounds problems of moving into international markets as consumers in the host environment are less familiar with the

intangible dimensions of image, which have been built up over time with exposure to the retail company. Retail companies therefore need to fully understand the importance of image in competitive positioning and the components of store image before attempting to replicate this image and positioning overseas. Explores these issues with reference to Marks & Spencer and the companys entry into the Spanish market. A survey of customer perceptions of a range of store image attributes in the UK and Spain reveals differences and similarities in perceptions, which must be managed if a standardized position is to be sought in the host market.

STEPHEN BROWN Innovations in retailing are characterised by, first, a hostile reaction from established organizations and, second, by a distinctive pattern of evolution. This article presents an integrated theory of retail change which is used to describe the development of the retail warehouse, one of the most important and reviled post-war innovations in UK retailing.

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Andrew PaddisonS, Volume: 35 Issue: 2 2007 Reviews relevant academic literature and draws upon contemporary policy-related material that details recent

innovation within the sector. A rural retail typology by location is presented: retailing within market towns, village shops and standalone retailing forms (farm shops and speciality rural retail outlets). Findings Since, the nature together with form of what characterizes dynamic and innovative rural retailing differs by location, the typology is based on the above schema. First, market towns have used growth and differentiation opportunities as strategic foci. Second, innovative village shops have applied strategies that seek to counter their structural weaknesses, harness the community and yield new revenue streams. Third, the manner in which stand-alone retailing forms, such as farm shops together with specialty rural retail outlets, have grown and developed is reviewed.

Practical implications Reviewing dynamic forms of rural retailing allows for a greater understanding of the operational

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needs for success. A lack of relevant research is cited together with examples. Originality/value Stereotyping rural retailing is erroneous since marginalized enterprises are juxtaposed against more innovative forms. Contrary to perceptions of rural decline, the sector is multi-faceted with prospering sub-sectors. The paper focuses on these more dynamic and innovative forms of rural retailing. Much of the previous focus in this sector has been on negative issues and decline. A synthesis of the key contributory phenomena is presented.

Julie E. Francis Volume: 23 Issue: 7 2009 Purpose Limited attention has been given to the stability of the dimensions of quality across different types of internet retailing. This study aims to identify four distinct categories of internet retailing, develops a separate quality measurement scale for each category, then compares the dimensions of quality that emerged for each context. Design/methodology/approach Four category-specific quality measurement scales (or RECIPE scales) were developed, one for each Fulfillment-Product type of internet retailing. The scales

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were administered to 1,262 internet shoppers, and then the data were used to refine and assess the statistical properties of each instrument. A cross-category review of the refined quality dimensions was performed. Findings All four categories of internet retailing involve the quality dimensions of customer service and security. However, the dimensions of quality associated with selecting, paying for and obtaining products vary according to the type of product that is purchased (goods versus services) and the fulfillment method (offline versus electronic). Research limitations/implications There are four categoryspecific variations of internet retailing quality. This study provides a framework for distinguishing and measuring each variation. Practical implications The one-size-fits-all approach to measuring and managing internet retailing quality is not sufficient. Managers should develop quality management

strategies that cater to the purchase and fulfillment requirements of customers in their type of internet retailing. Originality/value This study delineates internet retailing into four categories and presents a quality measurement scale for

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each category. This includes scales for three categories where such instruments do not otherwise exist.

Jeremy Noad Volume: 36 Issue: 12 2008 Purpose The purpose of this paper is to demonstrate how an industrial retailer used a small-scale study to explore the importance of retail atmospherics in non-consumer retailing and made a considerable contribution to its success. It focuses on the importance of interior and point of purchase retail atmospherics as a sales tool in industrial retailing. It also explores the relevance of previous research findings on atmospherics in business-toconsumer (B2C) retail outlets to the business-to-business (B2B) environment. Design/methodology/approach The research was carried out using a quantitative questionnaire method using closed questions in a face-to-face interaction with respondents in the case study company's best-performing B2B retail outlet. Findings The findings indicate that atmospherics are relevant to B2B retailing, although there are differences in the levels of importance attached to various atmospheric elements. Also, the level of importance of the elements varies with trade

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customers depending on whether they are participating in a planned purchase, an alternative/substitute purchase (when the planned purchase is not possible), or an impulse purchase. Originality/value Consumer retailing atmospherics has been subject to considerable examination and proved to be influential in maximizing the potential sales of stores. However, industrial (B2B) retailing has been generally overlooked by academic studies. This study not only explores industrial retail buying, but indicates that B2C findings are transferable to some degree and may contribute to improved performance.

John Egan Volume: 28 Issue: 8 2000 Retailing, at first sight, appears to be an industry suitable for the exploitation of relational strategies. Despite this authors disagree about whether Relationship Marketing strategies are appropriate across the wide spectrum of retailing activities or whether the benefits are limited to certain retail types. This paper seeks to clarify whether a claim for universality can be made or, if not, clarify those conditions which most strongly support, or otherwise, the introduction of relational strategies

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Ulf Elg Volume: 41 Issue: 5/6 2007 Purpose The main purpose is to provide an in-depth understanding of market orientation in retailing and to identify the specific activities that have to be understood and managed in order for a retail firm to become market oriented. Design/methodology/approach Qualitative studies of six firms in Sweden, Italy and the UK were carried out, including indepth interviews with retail managers and manufacturers. Findings Three market orientation processes on different operational levels are identified, including critical activities that support each process. Linkages between etail market orientation and different background characteristics are also identified. Zachary R. Hall Volume: 36 Issue: 2 2008 Purpose Corporate social responsibility is becoming increasingly important in the retailing industry, whereby retailers are frequently criticized for socially irresponsible business practices by mass media and consumer advocacy groups. The purpose of this research is to find out which retail business practices lead to perceptions of corporate social irresponsibility (CSIR) from the customers' perspective and to develop a measurement scale for this construct.
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Design/methodology/approach Using quantitative data from a paper-based and an online survey, a higher-order, multi-group confirmatory factor analysis was conducted. Findings The research identifies 14 factors which represent perceptions of CSIR in retailing. A measurement scale of this construct is proposed and empirically validated. Demographic differences among consumers' CSIR perceptions are revealed. Research limitations/implications The scale remains to be validated in varying cultural settings other than the USA. Practical implications The findings provide retailers with a detailed account of business practices that consumers regard as socially irresponsible. The scale can be adopted by retailers in surveys to measure consumers' perceptions. Originality/value The paper is first in providing a conceptualization and measurement scale for CSIR which is of increasing importance for both retailing theory and practice. operationalizations of retail market orientation in order to measure the degree of retail market orientation as well as its character with regards to the emphasis a certain retailer puts on each of the processes. Practical implications The identified three processes and

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the corresponding activities can assist retailer managers in developing a more systematic market orientation approach. Originality/value The paper is a first attempt to develop a framework for market orientation in retailing based on the specific nature of retail marketing and management. It also shows that the quality and relevance of the market data in relation to the specific strategic activity that it is expected to support should be given much more consideration. Research limitations/implications The qualitative, in-depth approach using a limited number of respondents means that the results are not generalizable. The findings can serve as a basis for future

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INDUSTRY PROFILE Amul: Amul has launched flavoured milk named Amul kool, available in 200 ml disposable Glass bottles costs Rs.10/- and comes in four flavours. They are badam, pista, kesar and rose Milk. If you are thirsty or hungry try a bottle of flavoured milk to satisfy your thirst instead of Soda or craving chocolates. The flavoured milk contains the following vitamins and minerals: Calcium: help build and maintain strong bones. Also vital for nerve function, muscle contraction, and blood clotting.

Protein: important for a number of bodily functions. Vital to brain development and the growth of body tissues. Vitamin B 12: Essential for the growth and health of the nervous system, linked to normal activity of folic acid and is involved in blood formation. Vitamin D: Promotes the absorption of calcium and phosphorus, and influences bone Mineralization, the strengthening of bones. Potassium: Regulates the bodys fluid balance and blood pressure. Also needed for muscle activity and contractions.

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Phosphorus: Help generate energy in the bodys cells and influences bone mineralization, the Strengthening of bones. Niacin: Keeps enzymes functioning normally and helps the body process sugars and fatty acids, important for the development of the nervous system. Avin: Avin has launched a new range of flavoured milk in madras named n rich, sold in 200 ml disposable glass bottles cost Rs. 10/- and comes in five flavours. They are bad am, chocolate, pista, kesar and rose milk, the bottled flavoured milk supplements avails existing range of flavoured milk that is sold in tetra packs. Heritage: Heritage has launched flavoured milk named heritage available in 250 ml disposable glass Bottles costs Rs.10/- and comes in four flavours. They are bad am, pista, elachi, and vennila Arokiya & sakthi: The launching of flavoured milk is under research and development for arokiya and sakthi milk.Flavoured milk of amul and heritage are available in trichy city. Britannia: Britannia launched a new range of flavour milk in Mumbai and some markets in south, named zip-sip sold in 200 ml tetra

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packs cost Rs. 8.50/- and comes in four flavours. They are Choc, mango, pineapple and strawberry. It recently launched flavoured milk available in 200 ml disposable glass bottles costs Rs.10/-The bottled flavoured milk supplements its existing range of flavoured milk is sold in tetra packs. Nestle India: Nestle has flavoured milk names n milk available in 200 ml tetra pack cost Rs. 15/- it is Coming in two flavours like mango and strawberry. Coca-cola: Coca- cola is set to shake up the $ 450 million flavoured milk market, confirming it will launch its as yet undisclosed brand by years end. The soft drinks giant is on a global drive to diversify from its stronghold of carbonated beverages to water, juices and dairy. Flavoured Milk is a nutritious drink: 1. Many people know the calcium in milk helps to build strong bones, but flavoured milk is loaded with eight other essential vitamins and minerals needed. 2. Pasteurized milk: the term pasteurization is used in association with milk & milk products means heating milk of different classed
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by a heat treatment and cooling to a suitable temperature before distribution. 3. sterilized milk: the term sterilization when used in association with milk, means heating continuously to temperature of 115 degree centigrade of 15 minutes or 145 degree centigrade for 3 seconds or equivalent approve temperature time combination to ensure preservation at room temperature of a period of not less than 15 days from the date of manufacture, sterilized Milk shall be sold only in container in which the milk was sterilized. 4. Standardized milk: cow milk or buffalo milk or sheep milk or goat milk or a combination of nay of this milk that has been standardized to a fat and solids-no-fat percentage by the adjustment of milk solids. 5. Flavoured milk: By whatever name this type of milk is called, it may contain nuts, chocolate, coffee or any other edible flavour, edible food colours and cane sugar. Flavoured milk shall be mentioned on the label. 6. Recombined milk: this a homogenized product prepared from milk fat, non fat milk solids and water. Recombined milk shall be pasteurized.

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7. Mixed milk: Mixed milk is a combination of milk of cow, buffalo sheep, goat or any other milk animal and may be a combination of any of this milk. 8. Skimmed milk: It is the product made from milk from which almost all the milk has been removed mechanically. 9. Toned milk: Toned milk is the product prepared by admixture of cow or buffalo milk or both with fresh skimmed milk or by admixture of cow or buffalo milk or both has been standardized to fat and solid-non-fat percentage. 10. Double toned milk except that the standardised percentages for fat and solid not fat are different.

About flavoured Milk: It is a commonly held believed and scientifically proven too that children need milk in their daily food intake to meet the requirements of growing age. In a range of food items, milk contains the highest content of calcium in addition to micronutrients. Children and youth need large amount of calcium for their growing bone structures and muscle tissues. Human wants are unlimited and respective in nature. Business activities aim at acquiring of wealth, converting it into desired forms and

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making the final product available for exchange for the satisfaction of humans wants. These fall under industry, commerce and trade. These three branches have one common function, namely, THE EXCHANGE FUNCTION. This important and powerful function is termed as MARKETING. The starting point for the discipline of marketing lies in human needs and wants. People need food, air, water, clothing and shelter to survive. Beyond these, people have a strong desire for recreation, education and other activities. They have strong preferences for particular version of basic goods and services. Marketing is nothing but selling products or services and it is usually done by sales personnel. Generally people believe that the objective of marketing is to maximize the consumption of a firms products or services. However, the objective of marketing is to maximize customer satisfaction. The response is consistently favourable or

unfavourable manner with respect to a given object. One of the ways of survival, according to Philip Kolder, is exchange. An organization creates and offers products / services that attract

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buyers and satisfy their needs in exchange for value. Therefore, an organization has to identify customer needs and offer the needed products / services to them. Marketing has its origin in the premise that man is a bundle of wants and he always makes efforts to satisfy his needs Marketing consists of that effort,

which effect transfers in ownership of goods and care for their physical distribution. It is a process by which products are made available to the ultimate consumers from their point of origin.

It consists of all those activities which are meant to ensure the flow of goods and services from the producer to the consumer. To use economic terminology, marketing covers those activities, which relate to the creation of time, place and possession utilities. This means in the first place, the goods have to be made available at the time when they are needed, thus creating time utility for them. Secondly, the goods may be needed at a place located at a great distance from the place of their origin. Thirdly, goods may be lying in a saleable state with the producer or their agents while some other person needs them.

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In the modern marketing, The Purpose of business is to create a customer, Marketing is a function of business concerned with the creation of a customer. This means that marketing is the essence of all business. Creation of a customer means the identification of the consumer needs and organizing the business to meet these needs. According to the modern concept of marketing, a firm makes a conscious and organized Effort to find out what the members of the community need and how it can provide the Maximum measure of satisfaction to them. Brand preference: Marketer says that branding is the art and corner stone of marketing. Branding is a major issue in the product strategy and developing a branded product requires a great deal of long term investments especially for advertising promotion and packaging. A brand name is a name, term sign, symbol or design or a combination lf them intended to identify the goods or services of one seller or group of seller and to differentiate them from those of competitors.

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ADVANTAGES OF BRANDING: The brand name makes it easier for the seller to process

orders and track down Problems. The sellers brand name and trademark provides legal

provision of unique product features. Branding gives the seller the opportunity to attract a loyal

and profitable set of customers brand loyalty gives sellers some protection from competitors. Branding helps the seller to segment markets. Strong brands help to build the corporate image and makes

it cashier to launch new brand and gain acceptance by distributors to customers.

Meaning: Attributes : A brand brings to mind certain attributes. Benefits : It must be translated in to functional and

emotional Benefits. The attributed durable could be translated into functional benefits. The attribute expensive translated into the emotional benefits. Value : The brand says something about producers value Culture : The brand represents certain culture.

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Personality : The brand projects certain personality of an individual.

User

: The brand suggests the kind of consumers who buys or uses the product.

BRAND STRATERGY PROCESS: There are five strategies to create, manage or enhance a genuine brand. Think like a brand. Make a brand promise. Communicate the optimum brand message. Live the brand. Leverage the brand. The process of brand strategy doctrine consists of 5 steps The process of a brand assessment. Developing the brand promise. Creating the brand blueprint. Brand collateralization. Enhancing the brand advantage. A brand assessment is an objective analysis of a brands image and perception by conducting customer research, market research and reviewing and lending the competitive trends in
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business environment and marketing strategy .A brand promise is the essence. Resource when experiencing a brands product and services a brands value proposition i.e. How an organization i.e. how an organization wants the customer to feel the brand blue print explains the building blocks of the brands, namely graphic representation by line, brand story and brand messages.

A brand in short is an identified of the seller or the maker. Brand names consist of words, letters and numbers that can be vocalized; a brand mark is the visual representation of the brand like a symbol. Design distinctive colouring or lettering. Characteristics of a good brand: A good brand name should possess as many of the following characteristics as follows. It should be distinctive : The market is filled with over

worked name and over used symbol and hence a brand has to be distinctive. It should be suggestive : A well chosen name or

symbol should suggestive of quality. Or may be associated with superiority or a great personality.
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It should be appropriate

Many

products

surrounded by a certain mystic in the minds of customers. It should be easy to remember: it should be easy to

read pronounce and spell. It should be adaptable : To new products, video on as

a good brand name for TV but when it is extended refrigerators and washing machines, some of the sales are lost. It should be registrable : under the Indian laws of

trademarks and copy rights.

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About milk: Milk is a wonderful gift of god, it is without doubt one of the most universally used, with great versatility, a health product, whose importance cannot be emphasized enough. Milk is an opaque white liquid produced in the mammary glands of lactating female animals and humans; it is the sole nourishment for infants in their first few weeks, whether the baby is of a human mother or an animal. Milk of some mammals like the cow, goat, buffalo, etc. are consumed universally, and used as a food by humans. Though milk products like cheese, butter, buttermilk, cream, sour cream, paneer, etc. are invariably used in limitless dishes, it is milk that is most required daily by the human body-fit. Milk consumed first thing in the morning, after brushing, in its pasteurized from, is like a tonic for the body. Maximum calcium is absorbed from this milk, and not the rest, after other intake, drunk during the rest of the day. It is best to start the day with a big glass of milk

drunk with zest, and it will take care of the rest.

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Milk is a different type they are: 1. 2. Boiled milk: milk that has been brought to boil. Need recognition: the first stage of the buyer decision

process in which the consumer recognizes the need. 3. Information search: The stage of the buyer decision process

in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search. 4. Evaluation of alternatives: the stage of the buyer decision

process in which the consumer actually buys the product. 5. Post- purchase behaviour: the stage of the buyer decision

process in which consumers take further action after purchase based their satisfaction or dissatisfaction For flavoured milk, the factor influences the consumers are product itself, advertising, price strategies, distribution network and suggestion from others.

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COMPANY PROFILE The company that provides the good & tasty health drink The chakra milk is TULYA FOOD PRODUCTS LTD. The

company was started on May 04, 2004.by Thiru Balasubramaniam at Naranamangalam near perambalur, trichy-perambalur NH. The Company has 120 employees, both technical as well as non technical. There are four divisions in TULYA FOOD PRODUCT LTD 1. Administration 2. Plant staff (production) 3. Procurement and 4. Marketing The company covering the following areas for distribution of their product 1) 2) 3) 4) 5) Trichy Perambalur Virudhachalam Chidambaram Cuddalore

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6) 7) 8) 9)

Nagercoil Madurai kumbakonam thirunelveli

THE AUTHORIZED SHARE CAPITAL The authorized share capital of the company is Rs.75, 00,000 (Rupees seventy five Lakes only) Divided in to 7, 50,000 (seven lakes and fifty thousand only) Equity shares into Rs.10/(Rupees ten) each with power to increase or reduce the capital whenever the Circumstances Warrant. The shares forming the capital (original, increased or reduced) of the Company may be sub-divided or consolidated or divided into such classes with or without Voting rights, Privileges or conditions attached thereto and be held upon such terms as may Be Prescribed By the articles of association and regulations of the time being.

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BOARD OF DIRECTERS: R. BALAKRISHNAN S. RAJA GOPAL (MANAGING DIRECTER) (DIRECTER)

S.K, BHASKARAN (DIRECTER) R. RAVICHANDRAN (DIRECTER)

1. The name of the company is TULYA FOOD PRODUCTS PRIVATE LIMITED 2. The registered office of the company shall be situated in the state of Tamilnadu 3. THE OBJECTS FOR WHICH THE COMPANY IS ESTABLISHED ARE:

THE MAIN OBJECTS TO BE PURSUED BY THE COMPANY ON ITS IN CORPORATION ARE: 1) To carry on in India or elsewhere the business to manufacture produce,Process,convert,commercialise,arrange,procure,extract,c ool,boil,collect,raise,pack,repack,Manipulate, manage, organize, market, prepare, supply, import, export, buy, sell, wholesale, And resale by organizing or establishing own or leased parlours, hotels, motels, or through Such organizations owned or taken on lease by other persons, distribute, store and to act as Agents,

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brokers, consultants, consignors, collaborators or otherwise to deal in all type of milk, Buffalo milk, she goat milk and its derivatives, products, by-products, residues, hot & cold

Milk, flavoured milk, condensed milk and melted foods, sweets, chocolates, confectioneries and other dairy products and to keep, nurse, breed, raise or otherwise to deal in all sorts of Poultry animals & livestocks. 2) To carry on in India or elsewhere the business to manufacture, produce process, convert commercialized, arrange, procure, extract, cool, boil, collect, raise, pack, repack, grade, manipulate, manage, organize, market, prepare, supply, import, export, buy, sell, wholesale, and resale by organizing or establishing own or leased parlours, hotels, motels or through such organization owned or taken on lease by other persons, distribute, store, and to act as agents, brokers, consultants, consignors, collaborators or otherwise to deal in all Type, descriptions, tastes, uses and packs of consumer food items, their by products, Ingredients, derivatives, residues, including foods and vegetables, packaged foods, powders, Pastes, mineral water, liquid drinks, beverage, juices, jams, jelly, squashes pickles, sausages, Concentrates, extracts, essences, flavours, syrups,

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sarbaths, flavoured drinks, health and diet Drinks, extruded foods, frozen foods, dehydrated foods, fast foods, biscuits, breads, cakes, Pastries, confectionery, sweets, toffees, breakfast foods, protein foods, deistic products, Strained baby foods, instant natural, artificial, synthetic of a character similar or analogous to the foregoing or connected therewith. THE OBJECTS INCIDENTIALORANCILLARY TO THE ATTAINMENT OF THE MAIN OBJECTS ARE: 1.To establish, develop, buy, lease, hire, licence, use, operate, maintain computer Hardware, softwares, and computer

peripherals, impart training to employees and outsiders For the purpose of achieving the main objects of the company. 2. To establish, organize, run, charter, conduct, contract, develop, handle, own , operate, and to do business as transporting, goods, articles or things of the company and Others on all routes and lines on national and international levels subject to the laws in force Through all sorts of carriers like, trucks, lorries, trawlers, dumpers, coaches, tankers, tractors, Haulers, jeeps, trailers, motor taxis, whether propelled by petrol, diesel, electricity, steam, oil or any other form of power.

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3) To from. Constitute, promote, subsidize, and assist or aid in forming, constituting, promoting, subsidizing, organizing, and assisting or aiding any company or companies, syndicates, corporations or partnerships to carry on or engage in any business or transaction which this company is authorized to carry on or to be engaged in any business undertaking. 4) To purchase or import, take on lease or in exchanges, hire or otherwise acquire any Moveable or immovable property and any rights or privileges which the company may think Necessary or convincement for the purpose of its business and in particular any land, Buildings, easements, machinery, plant and stock-intrade. 5) subject to the provisions of the act, to amalgamate with or buy off any other Company or companies with objects similar to those of this company, or any of them which May seem directly or indirectly calculated to be benefit this company. 6) To buy off or absorb all or take on lease any part of the business or the property and liabilities of any company or association or firm or person doing business of a nature Similar to those of this company or to work on commission in one or more of them;

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7) To pay for any business, property or right acquired to be acquired by the company On outright basis or on lease basis and generally to satisfy any obligation of the company By the issues or transfer of shares of this or any other company credited as fully or partly paid Up or of debentures or other securities of this or any other company. 8) To pay for any rights or property acquired by the company and to remunerate any Person or company whether by cash payment or by the allotment of shares, debentures or other securities of the company credited as paid up in full or in part or otherwise. 9) To pay out of the funds of the company all expenses which the company may lawfully pay with respects to the incorporation of the company. 10) To draw, make accept, endorse, discount, execute issue, pledge or mortgagee, transfer, Assign, sell or negotiate cheques, draft, bills of exchange, promissory notes, bill of landing Warrants, debentures, hum dies, railway receipts and other negotiable or transferable Instruments and other mercantile documents of every kind and description.

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11) To improve, manage, develop, exchange, lease, mortgage, enfranchise, dispose of, run To account or otherwise deal with all or any part of the undertaking of the company or all or Any of the properties, assets, rights or interest for shares, debentures, or securities of any other Company of a similar nature either in part or in whole. 12) To borrow or raise moneys or loans, obtain guarantees from banks, financial institutions, mutual funds for the purpose of the company, to raise moneys by bonds, debentures, promissory notes, bills of exchange, bundies or other negotiable or transferable instruments or by taking credit or opening current accounts, cash credit accounts, and or such other accounts with any individual or firm or with any banks, to raise foreign currency loans, by mortgage or otherwise or by selling, or receiving advances on the sales, of any property of the company and to purchase, redeem or pay off any such securities upon such terms as the directors may deem expedient, subject to the provisions of the companies Act, 1956 and directions of RBI.

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13) Subject to the provisions of the Act to invest or otherwise deal with the moneys of the Company not immediately required, in such manner as may be determined by the managing Director or by the board of directors from time to time in the interest of the company. 14) To insure any of the properties, undertakings,

contracts, risk or obligations of the Company in any manner whatsoever. 15) To establish and maintain offices, and the agencies, and to appoint representatives or Correspondents in any place for the conduct of the business. 16) To apply for, promote and obtain any act of parliament, charter, privilege, concession, license or authorization of any government, states or municipality, provisional order or license of any authority for enabling the company to carry any other of its objects into effect or for extending any at the powers of the company or for effecting any modifications of the constitutions of the company or for any other purpose which may seem calculated directly or indirectly or indirectly to promote the interest of the company.

41

17) To employ experts to investigate and examine into the condition, prospects, value, Character and circumstances of business concerns and undertakings and generally of any Assets, properly or rights in which the company is interested. 18) Subjects to the provisions of the Act, to distribute among the members in specie any of The property of the company or any proceeds of the sale or disposal of any property of the Company in the event of winding up but so that no distribution amounting to a reduction of capital be made expect with the sanction (if any) for the time being required by law. 19) To establish and support or aid in the establishment of associations, institution, funds, trusts and any other advances for benefit of the employees or ex-employees of the company and their dependents and to grant pensions and allowances and to contribute towards the premium of insurance payable on any lives of such employee 20) To establish any depreciation fund, reserve, reserve fund, sinking fund, insurance fund or Any special or other fund whether for repayment or redemption of preference shares, Redemption of debentures or debenture stock for dividends, for equalizing

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dividends, for Repairing, improving, extending, and maintaining property of the company. 21) To open and operate any type of bank accounts with one or more banks and obtain credit facilities with or without securities for its business. 22) To train or pay for the training in India or abroad of any of companys employees or officers or any candidate in the interest of or furtherance of the companys objects. 23) To establish research and development centres for the business of the company. 24) Subjects to the provisions of the Act to invest the surplus funds, acquire, hold, and deal in Shares, stocks, debentures, debenture stock, bonds, negotiable instruments, obligations and Securities issued or guaranteed by any company, constituted or carrying on business in India Or elsewhere, and debentures, debentures, debentures-stock bonds, obligations, and securities Issued or guaranteed by any government, sovereignruler commissioners, blackbody authority, supreme municipal, local or otherwise whether in India or abroad. 25) To engage, employ maintain and dismiss technical advicers, experts, engineers, Technicians, agents, managers,

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superintendents, assistants, clerks, coolies, and other servants And labourers, and to remunerate any such persons or individuals at such rate as shall be Thought fit and to grant pensions or gratuities to any persons or individual and generally to Provide for the welfare of all the employees. 26) To furnish and provide deposits and guarantee any funds required in relation to any tender or application for any contract, concession, decree, enactment, property or privilege or in relation to the carrying out of any contract, concession, decree or enactments. 27) To pay satisfy or compromise, claims made against the company which it may be Necessary or seem expedient to pay, satisfy or compromise. 28) To purchase, charter, hire, or otherwise acquire vehicles for any of the business of the Company. 29) To receive money on deposit with or without allowances or interest there on for the Purpose of financing the business of the company within the permissible limits. 30) To join and participate in any chamber of commerce or commercial institution or bodiesAs member or associate member and to pay all subscriptions and other amounts for such purpose.

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31) To advertise, demonstrate, exhibit, broadcast at any place or place or in whatsoever manner found expedient, all or any of the products and goods of the company and to give away or distribute things, presents or other articles for the purpose of popularizing or advancing the interest of the company, in any way that may be thought advisable including the posting of bills in relation there to and the issue of the books, pamphlets and price lists and conduction of competitions and giving prizes, therefore. 32) To apply for, obtain, renew and manage any recognition in India or abroad in any establishments, chamber of commerce, institutions, private, public and government bodies, and government departments for the purpose of standardization of quality, know-how, formula, export, import, quota, rights and other benefits. 33) To secure and enter into collaboration agreements with any persons, firms, company, government bodies or departments in India or abroad, for the purpose of selling or acquiring technical know-how, capital goods, financial assistance, training and developments. 34) To arrange, establish, encourage, promote, manage and organize marketing operations insignia and / or abroad for sale of

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the products and by- products whether manufactured by the company or not and for the purpose either to establish its own shops, retail counters, franchise, depots, showrooms, distributors, stockists, declarer agents, C & F Agents, representatives whole sellers, retailers and dealers on such terms and conditions as the company may deem fit from time to time. 35) To apply for purchase or otherwise acquire and protect, prolong and renew trade names, designs, secret process, patent rights, Brevets d invention, licenses, protections and

Concessions, which may appear likely to be advantageous or useful to the company and to spend money in experimenting, testing and improving or seeking to improve any patents, Inventions or rights, which the company may acquire or propose to acquire or develop.

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ANALYSIS OF RETAILERS SATISFACTION ON CHAKRA MILK PRODUCTION All the collected data is analyzed with help do talks graphs analysis of the data is done and the interface are drawn, according to the objectives and then suggestion are given according to the findings under respective chapter. The representations of the analysis area made according to the objective and. Table 4.1 CLASSIFICATION ON THE BASIS OF GENDER Retailers No of Male No of Female Total No of retailers 35 15 50 Percentage 70 30 100

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Chart 4.1 CLASSIFICATION ON THE BASIS OF GENDER

Female 30%

Male 70%

INTERPRETATION: The above chart shows classification of gender. The majority of retailers 70% are belongs to the male and remaining 30% are belongs to the female.

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Table 4.2 CLASSFICATION ON THE BASIS OF AGE GROUP

Age group a) Below 30

b) 31-35 c) 36-40 d) 41-45 e) 56 and above

No of retailers 2 6 13 20 9 50

Percentage % 4 12 26 40 18 100

Total

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Chart 4.2 CLASSFICATION ON THE BASIS OF AGE GROUP

40 35 30 25 20 15 10
no of respondents percentage

5
0 below 30 31-35 36-40 41-45 56 and above

INTERPRETATION: The above chart shows 40% of respondents are under the age group 41- 45, 4% of group below 30. respondents are under the age

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Table 4.3

DISTRIBUTION OF OUTLET

Types of outlets Super market Milk booth Grocery store General store Departmental store TOTAL

No of outlets 0 0 28 8 14 50

Percentage 0 0 56 16 28 100

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Chart 4.3 DISTRIBUTION OF OUTLET

60

50

40

30 No of outlets 20 Percentage

10

0 No of outlets Percentage

super market 0 0

milk booth 0 0

grocery store 28 56

general store 8 16

Departme ntal store 14 28

INTERPRETATION: The above chart shows chakra milk to choose the outlets 56% outlets belongs to the Grocery stores and 28%

out lets belongs to the general stores and 28% are departmental stores .supermarket and milk booth not provided milk in this outlet.

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Table 4.4 RETAILERS DOING BUSINESS Years 1-2 years 3-5 years 6 years &above TOTAL No of retailers 15 27 8 50 Percentage 30 54 16 100 %

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Chart 4.4 RETAILERS DOING BUSINESS

60

50

40

30

20

10

0 No of retailers percentage

1-2 YEARS 15 30

3-5 YEARS 27 54

6 years and ablve 8 16

INTERPRETATION: The above chart shows 30% of retailers are doing business 1-2 years and 54% of retailers are doing business 3-5 years and 16% of retailers are doing business 6 years and above.

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Table 4.5 RETAILERS OPINION ABOUT CHAKRA MILK

Opinion EXCELLENT GOOD SATISFACTORY

No of retailers 8 30 12 50

Percentage 16 60 24 100

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Chart 4.5 RETAILERS OPINION ABOUT CHAKRA MILK

EXCELLENT 16% SATISFACTORY 24%

GOOD 60%

INTERPRETATION: The above chart shows 60% of retailers accepted chakra milk is good, and 24% of retailers accepted chakra milk is satisfied and remaining 16% of retailers accepted chakra milk is excellent.

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Table 4.6 AVAILABILITY OF BRAND Available brand Avin Arokya Vijay Komatha Total No of retailers 22 13 7 8 50 Percentage % 44 26 14 16 100

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Chart 4.6 AVAILABILITY OF BRAND

45 40

35
30 25 20 15 10 5 0 Avin Arokya vijay Komatha No of retailers

Percentage

INTERPRETATION: The above chart shows 44% of retailers having Avin brand and 26% of retailers having Arokya milk and 14% of retailers komatha

having Vijay milk brand and 16% of retailers having milk.

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Table 4.7 AVAILABILITY OF CHAKRA MILK

Opinion REGULARLY SOMETIMES IRREGULAR IRREGULAR TOTAL

No of retailers 27 18 5 50

Percentage % 54 36 10 100

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Chart 4.7 AVAILABILITY OF CHAKRA MILK

90 80 70 60 50 40 30 20 10 0 PERCENTAGE NO OF RETAILERS

REGULARLY 54 27

SOMETIMES IRREGULAR 36 18

IRREGULAR 10 5

INTERPRETATION: The above chart shows 54% retailers accepted chakra milk is arrived regularly and 36% Retailers accepted sometimes

irregular and remaining 10% of retailers agreed irregular.

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Table 4.8 TYPE OF CUSTOMER BUYS CHAKRA MILK Opinion Upper class Middle class Lower class No of retailers 8 30 12 50 Percentage % 16 60 24 100

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Chart 4.8 TYPE OF CUSTOMER BUYS CHAKRA MILK

60

50

40 no of retailers 30 percentage

20

10

0 upper class middle class lower class

INTERPRETATION: The above chart shows 60% of middle class customers are buying chakra milk. And 24% of lower class customers are upper class customers

buying regularly and remaining 16% of buying same product.

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Table 4.9 RETAILERS OPINION ABOUT THE PRICE Opinion High Medium Low No of retailers 8 32 10 50 Percentage 16 64 20 100 %

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Chart 4.9 RETAILERS OBINION ABOUT THE PRICE

Low 20%

High 16%

Medium 64%

INTERPRETATION: The above chart shows opinions about the price. 64% of retailers agree this price is medium and 20% of retailers agree its low price. And remaining 16% of retailers agree high price.

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Table 4.10 LEVELS OF INCOME CONTRIBUTION RETAILERS OVERALL TURNOVER Contribution of income Less than 10% 11-20% 21-30% 100 % TOTAL 30 12 8 0 50 No of retailers Percentage % 60 24 16 0 100

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Chart 4.10 LEVELS OF INCOME CONTRIBUTION RETAILERS OVERALL TURNOVER

No of retailers

percentage

60

30 24 16 12 8 0 Less than 10 % 11-20 % 21-30 % 100% 0

INTERPRETATION: The above chart shows income contribution of retailer in overall turnover 60% retailers earn less than 10% and 24% of retailers earn 11-20% and 16% of retailers to earn 21-30%

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Table 4.11 EXPECTING PROMOTION FROM COMPANY Types of promotion RETAILER OFFER CUSTOMER OFFER PRICE REDUCTION TOTAL 31 7 12 50 62 14 24 100 No of retailers Percentage %

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Chart 4.11 EXPECTING PROMOTION FROM COMPANY

70 60 50 40 30 20 10 0 RETAILER OFFER CUSTOMER OFFER PERCENTAGE NO OF RETAILERS PRICE REDUCTION NO OF RETAILERS PERCENTAGE

INTERPRETATION: The above chart shows expecting promotion of retailers from company.62% of retailers expecting retailer offer, and 14% of retailer expecting customer offer, and 24% retailers expecting price reduction.

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Table 4.12 COMPETITIVE BRAND FOR CHAKRA MILK Competitive brand No of retailers Percentage %

AVIN

31

62

VIJAY

14

AROKYA

10

20

KOMATHA

TOTAL

50

100

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Chart 4.12 COMPETITIVE BRAND FOR CHAKRA MILK

70 60 50 40 30 20 10 0 AVIN VIJAY NO OF RETAILERS PERCENTAGE

AROKYA KOMATHA

INTERPRETATION: The above chart shows competitive brands for chakra milk.62% of retailers agree Avin is competitive for chakra milk. And 14% of retailers accept Vijay is competitive brand for chakra milk, 20% of retailers accepted Arokya is competitive brand for chakra milk and 4% of retailers accept komatha is competitive brand for chakra milk.

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Table 4.13 COMPLAINTS ABOUT CHAKRA MILK

Opinion

No of retailers

Percentage %

YES

16

NO

42

84

TOTAL

50

100

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Chart 4.13 COMPLAINTS ABOUT CHAKRA MILK

YES 16%

NO 84%

INTERPRETATION: The above chart shows complaint about chakra milk. 16% of retailers receiving complaints from customer. And 84% of retailers did not receiving complaints from customers.

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Table 4.14 RETAILER SATISFACTION

Opinion

No of retailers

Percentage %

YES

42

84

NO

16

TOTAL

50

100

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Chart 4.14 RETAILER SATISFACTION

90 80 70 60 Axis Title 50 40 30 20 10 0 YES NO YES 42 84 NO 8 16

NO OF RETAILERS PERCENTAGE

INTERPRETATION: The above chart shows satisfied with chakra milk. 84% of retailers satisfied with chakra milk and remaining 16% of retailers not satisfied with chakra milk.

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FINDINGS 70% of retailers are male and the remaining 30% of

retailers are female 40 % of retailers are under the age group 41-45, 4% of

respondents are under the age group below 30. 56% grocery store, 16% general store, 28% departmental

stores are outlets of chakra milk production 30% of retailers doing business 1-2 years and 54% of

retailers doing business 3-5 years and 16 % of retailers doing business 6 years and above 60% of retailers told the opinion about chakra milk are

good, and 24% of retailers satisfied with chakra milk and 16% of retailers agree with excellent. Avin is availability in 44% of outlet, arokya is availability in

26% of outlet, and Vijay is availability of 14% of outlet, komatha is availability in 16% of outlet. Chakra milk is 54% regularly availability in outlet, 36%

retailers accepted sometimes irregular, and 10% retailer accepted irregular.

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60% of Middle class customer buys chakra milk, and 24% of

lower class customer and 16% of upper class customer buys chakra milk. 64% retailers accepted price is medium and 20% of

retailers accepted price is low and 16% of retailers accepted price is high. 60% of retailers overall turnover is less than 10%, and 24%

of retailers overall turnover is 11-20%, and 16% of retailers overall turnover is 21-30%. 62% of retailers expecting retailer offer, and 14% of retailer

expecting customer offer, and 24% of retailer expecting price reduction. Avin is competitor for all milk production the 62% of

retailers agreed this opinion 84% of retailers did not receive any complaint about chakra

milk. And 16% of retailers dealing problem of chakra milk. Totally 84% of retailers satisfied, and 16% of retailers UN

satisfied with chakra milk.

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SUGGESTIONS The company should think about marketing performance.

The company should concentrate more on advertising its product and the media would both retailers and researches suggest newspaper and magazines and wall Paintings. Retailers must be co-operative this company. If company ready to provide offers for retailer they are willing to work hard. Some retailers accepted irregular of product availability. Reduce the price of chakra milk. The company should collect the information about the marketing activities from the retailers.

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CONCLUTION At the end of the research there are many prominent includes that come into existence. From the analysis I get a clear and precise view about the performance of retailers. This study is help to understand retailers to customer communication, offers of retailers, and how they are achieving marketing targets, what are the business techniques they are handling in business. The company can take some special steps to full fill the needs of the retailers and improve the retailers performance. To give some offers for retailers they are ready to give worth full marketing activities. If the retailers developed the product will spread all area. I hope CHAKRA MILK PRODUCTION. Has to reach extensively to a large area of the city as to expand and improve sales and to achieve greater market potential the study finally concluded that the management concentrated on retailers.

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BIBLIOGRAPHY Research methodology : KOTHARI.C.R,New Delhi Published by: wishwaparakashan,2000. Marketing management : PHILIP KOTLER The millennium edition new delhi published by : prentice hall of india pvt.Ltd.2001. Marketing research : BERI G.C,TATA M.C GRAW Hill, 3rd Edition, 1996. Service marketing : Valarie A. Zeithml&mary jo bitner Web sites tulya@gmail.com www.answer.com wikipedia.com

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A STUDY ON RETAILERS SATISFACTION IN CHAKRMILK PRODUCTION AT TRICHIRAPPALLI Name: Age: a) Below 30 d) 41-45 Qualification: Shop name: Place: 1. Type of outlet a) Super market d) General store b) milk booth e) Departmental store c) Grocery store b) 31-35 e) 56 and above c) 36-40

2. How long have you been doing business? a) 1-2 years c) 6 years and above 3. What is your opinion about chakra milk? a) Excellent b) Good c) satisfactory b) 3-5 years

4. What are the other brands available in your outlet? a) Avin d) Komatha b) Arokya e) others c) Vijay

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5. What is your opinion about the availability of chakra milk? a) Regularly b) Sometimes irregular c) Irregular

6. Give valid reason for purchasing of chakra milk a) Price b) Availability c) Brand image

7. What type of customer buys chakra milk? a) Upper class b) Middle class c) Lower class

8. What is your opinion about the price? a) High b) Medium c) low

9. How many litres of chakra milk are you selling per day? --------10. What are the income contribution levels of chakra milk to your overall Turnover? a) Less than 10% b) 11-20% c) 21-30% d) 100%

11. What kind of promotions are you expecting from the company? a) Retailer offer c) price Reduction Please specify 1) kind of Retailer offer------------------------------2) Kind of customer offer-------------b) customer offer

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12. Which is the competitive brand for chakra milk? a) Avin d) Komatha b) Vijay c) Arokya

e) others specify---------------------------------

13. Have you met any complaints regarding chakra Milk? a) Yes b) No

14. What are the difficulties you are facing in market competition? -----------------15. Are you satisfied with chakra milk I) yes ii) No

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