INDEX

SR NO.
1 1.1 1.2 1.3 1.4 1.5 2 3 4 5 6 7 8 9

CHAPTER NAME
Introduction Introduction Objective of the study Scope of the study Research methodology Limitation of the study Sales promotion Profile of industry Profile of company Survey report Conclusion Suggestion Bibliography Appendix

PAGE NO.

CHAPTER I
INTRODUCTION

1.1 Introduction
Sales promotion is an important component of a small business overall marketing strategy, along with advertising, public relations, and personal selling. The American Marketing Association(AMA) defines sales promotion as Media and non-media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product quality. But this definition does not capture all elements of modern sales promotion. One should add that effective sales promotion increases the basic value of a product for a limited time and directly stimulates consumers purchasing, selling effectiveness, or the effort of the sales force. It can be used to inform, persuade, and remind target customers about the business and its marketing mix. Some common types of sales promotion include samples, coupons contests, in-store displays, price of deals and rebates. Businesses can target sales promotions at three different audiences: consumers, resellers, and the company's own sales force. Sales promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over another. It is particularly effective in spurring product trial and unplanned purchases. Most marketers believe that a given product or service has an established perceived price or value, and they use sales promotion to change this price-value relationship by increasing the value and/or lowering the price. Compared to the other components of the marketing mix (advertising, publicity, and personal selling), sales promotion usually operates on a shorter time line, uses a more rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to profitability. In determining the relative importance to place on sales promotion in the overall marketing mix, a small business should consider its marketing budget, the stage of the product in its life cycle, the nature of competition in the market, the target of the promotion, and the nature of the product.

1.2 OBJECTIVES OF THE STUDY

1. To study the various promotional strategies adopted by Suruchi Dairy

Industries Pvt Ltd.

2. To find out the progress of Suruchi Dairy Industries Pvt. Ltd. 3. To observe and understand the sales and promotional practices followed by
Suruchi Dairy Industries Pvt Ltd.

4. To find out the communication linkages and de-linkages in the organization. 5. To study the activities of each and every department of the organization. 6. To study the impact of the sales and promotional activities of the Suruchi
Dairy Industries Pvt. Ltd. on its performance.

1.3 SCOPE OF THE STUDY y A researcher has selected a Dairy in Pune District which has its jurisdiction
in all over Maharashtra to study the impact of its sales and promotional activities.

y The scope of the sales promotion in my study was limited to the marketing
strategy adopted by Suruchi Dairy Industries Pvt. Ltd and within the marketing area at Maharashtra.

1.4 RESEARCH METHODOLOGY Data Collection Methods

This research project is based on both primary and secondary data.

Primary Data:
Primary data has been collected by way of questionnaire method. The questionnaire consists of both open ended and closed ended questions. Here first hand information is obtained by distributing printed questionnaire to the marketing executives of the company. Data was also obtained from the observation and interview technique adopted by the researcher. Moreover, information was disseminated by the departmental heads.

Secondary Data:
Here the information is obtained from the brochure of Suruchi Dairy, books, websites, newsletter, journals, magazines, newspapers, etc.

SOURCES OF DATA

Primary Data

Secondary Data

Questionnaire Observation Interviews Visits to other Companies Information Through Departmental heads

Newsletter Journals Magazines Newspapers Books Websites

1.5 Limitations of the Study

Every study is bound by limitations and as such this is no exceptions. 1. The study was conducted under the assumption that the information given by the respondents is authentic. 2. The analysis and suggestion are given only with respect to marketing aspects as technical suggestion with respect to the product could not be given. 3. Confidential matters were not disclosed by the company.

CHAPTER II
SALES PROMOTION

INTRODUCTION

Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating, offering and exchanging products of value with others. Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and possession of goods and services. It is that part of economics which deals with the creation of time, place and possession utilities and that phase of business activity through which human wants are satisfied, by the exchange of goods and services for some valuable consideration. American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service specifications and then in turn helping to make it possible for more and more of consumers to enjoy more and more of these products and services. Marketing consists of analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programs and organizing, implementing and controlling marketing effort. Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the

given market. Having selected the market, the companies need to develop a differentiating and positioning strategy for the target market. The marketing strategy must be transformed into marketing programs by deciding on marketing expenditures and the marketing mix. The final step is organizing the marketing resources and implementing and controlling the marketing plan.

Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in the target market. McCarthy has popularized a four factor classification of marketing tools known as the 4Ps of the marketing mix. They are: Product y y y Price Place Promotion

Product:
Product stands for the firms tangible offer to the market, including the product quality, design, features, branding and packing. It deals with new product development, product life cycle, product mix, product lines, branding and associated services to a product. From the customers point of view, it helps in satisfying the customers needs and wants.

Price:
Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting the price, discounts, allowances, payment policies and credit terms. It is very important to the customers as it decides the cost the customer has to pay to gain the product value.

Place:
This marketing tool stands for the various activities the company undertakes to make the product accessible and available to the customer. It involves market size, channel selection and management, storage and physical distribution with the ultimate purpose of efficiently supplying the companys offer to the target market. To the customer, this marketing tool refers to convenience.

Promotion:
Promotion stands for various activities the company undertakes to communicate and promote its products to the target market. It involves communication programs i.e. direct marketing, advertising, sales promotions, public relations and motivation of sales force. To the customer this tool provides knowledge and information.

The Promotion Mix of a company includes the following tools;

Advertising:
It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

Direct Marketing:

It refers to the use of mail, telephone and other non-personal contact tools to communicate with or solicit a response from specific customers and prospects.

Personal Selling:
Face to face interaction with one or more prospective purchasers for the purpose of making a sale refers to personal selling.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect a companys image or its individual products.

Sales Promotions:
The short-term incentive to encourage trial or purchase of a product or service refers to sales promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy. Since sales promotion directly push up the sales, increasing number of companies are undertaking sales promotion activities.

Meaning and Definition of Sales Promotion

Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).

Sales promotions are often confused with advertising. For instance, a television advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may give the contest the appearance of advertising. While the delivery of the marketers message through television media is certainly labeled as advertising, what is contained in the message, namely the contest, is considered a sales promotion. The factors that distinguish between the two promotional approaches are: 1. whether the promotion involves a short-term value proposition (e.g., the contest is only offered for a limited period of time), and 2. The customer must perform some activity in order to be eligible to receive the value proposition (e.g., customer must enter contest). The inclusion of a timing constraint and an activity requirement are hallmarks of sales promotion. Sales promotions are used by a wide range of organizations in both the consumer and business markets, though the frequency and spending levels are much greater for consumer products marketers. One estimate by the Promotion Marketing Association suggests that in the US alone spending on sales promotion exceeds that of advertising.

Definition of Sales Promotions:

The short-term incentive to encourage trial or purchase of a product or service refers to sales promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy. Since sales promotion directly push up the sales, increasing number of companies are undertaking sales promotion activities.

Sales Promotion

Sales promotion refers to the short-term incentives to encourage sales of a product or service. It consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract new customers, to reward loyal customers and to increase the repurchase rates of occasional users. Sales promotion usually targets brand switchers because non-users and users of other brands do not always notice a promotion. Sales promotions are thus also seen as a tool for breaking down loyalty to other products. Sales promotions also let manufacturers adjust to short term changes in supply and demand and differences in customer segments. They also let manufacturers to experiment by varying prices. Sales promotions also lead to greater consumer awareness of prices. To use sales promotion, a company must set objectives, select the right tools, develop the best program and implement it and evaluate the results.

Classification of Sales Promotion

Sales promotion can be classified based on the primary target audience to whom the promotion is directed. These include:

Consumer Market Directed - Possibly the most well-known methods of sales promotion are those intended to appeal to the final consumer. Consumers are exposed to sales promotions nearly every day, and as discussed later, many buyers are conditioned to look for sales promotions prior to making purchase decisions.

Trade Market Directed Marketers use sales promotions to target all customers including partners within their channel of distribution. Trade promotions are initially used to entice channel members to carry a marketers products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship.

Business-to-Business Market Directed A small, but important, sub-set of sales promotions are targeted to the business-to-business market. While these promotions may not carry the glamour associated with consumer or trade promotions, B-to-B promotions are used in many industries.

Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target market. For consumer promotions, objectives include encouraging purchasing of larger sized units, building trial among non-users and attracting switchers away from the competitors brands. For trade promotions, objectives may include; including retailers to carry new items and higher level of inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in encouraging support of a new product or model, encouraging more prospecting and stimulating off-seasonal sales. But most importantly, sales promotion should be focused on consumer relationship building.

Building Product Awareness Several sales promotion techniques are highly effective in exposing customers to products for the first time and can serve as key promotional components in the early stages of new product introduction. Additionally, as part of the effort to build product awareness, several sales promotion techniques possess the added advantage of capturing customer information at the time of exposure to the promotion. In this way sales promotion can act as an effective customer information gathering tool (i.e., sales lead generation), which can then be used as part of follow-up marketing efforts.

Creating Interest Marketers find that sales promotions are very effective in creating interest in a product. In fact, creating interest is often considered the most important use of sales promotion. In the retail industry an appealing sales promotions can significantly increase customer traffic to retail outlets. Internet marketers can use similar approaches to bolster the number of website visitors. Another important way to create interest is to move customers to experience a product. Several sales promotion techniques offer the opportunity for customers to try products for free or at low cost.
y

Providing Information Generally sales promotion techniques are designed to move customers to some action and are rarely simply informational in nature. However, some sales promotions do offer customers access to product information. For instance, a promotion may

allow customers to try a fee-based online service for free for several days. This free access may include receiving product information via email.
y

Stimulating Demand Next to building initial product awareness, the most important use of sales promotion is to build demand by convincing customers to make a purchase. Special promotions, especially those that lower the cost of ownership to the customer (e.g., price reduction), can be employed to stimulate sales.
y

Reinforcing the Brand Once customers have made a purchase sales promotion can be used to both encourage additional purchasing and also

as a reward for purchase loyalty (see loyalty programs below). Many companies, including airlines and retail stores, reward good or preferred customers with special promotions, such as email special deals and surprise price reductions at the cash register.

Sales Promotion Trends: Customers Expectations

Marketers who employ sales promotion as a key component in their promotional strategy should be aware of how the climate for these types of promotions is changing. For instance, the onslaught of sales promotion activity over the last several decades has eroded the value of the short-term requirement to act on sales promotions. Many customers are conditioned to expect a promotion at the time of purchase otherwise they may withhold or even alter their purchase if a promotion is not present. For instance, food shoppers are inundated on a weekly basis with such a wide variety of sales promotions that their loyalty to certain products has been replaced by their loyalty to current value items (i.e., products with a sales promotion). For marketers the challenge is to balance the advantages short-term promotions offer versus the potential to erode loyalty to the product.

Sales Promotion Trends: Tracking

As we discussed in our coverage of advertising, tracking customers response to marketers promotional activity is critical for measuring success of an advertisement. In sales promotion, tracking is also used. For instance, grocery retailers, whose customers are in possession of loyalty cards, have the ability to match customer sales data to coupon use. This information can then be sold to coupon marketers who may use the information to get a better picture of the buying patterns of those responding to the coupon.

y Sales Promotion Tools

y Many tools can be used to accomplish sales promotion objectives. Descriptions of the main promotional tools are as follows;

y Consumer Promotion Tools

o The main consumer promotion tools are as follows;

Samples:
o They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try the product without cost or at a lower cost in the hope that they will buy the product. Samples may be free or discounted.

y Coupons:
o Coupons are certificates that give buyers a saving when they purchase a specified product. Coupons can be mailed, placed in advertisements or included with other products.

y Rebates:
y Rebate is also known as cash refund offers. Rebates are offers to refund part of the purchase price of a product to its customers who send a proof of purchase to the manufacturer. These are like coupons except that the price reduction occurs after the purchase and not at the point of sale.

y Price Packs:

Cents-off deals or

price

packs

offer consumers

savings by

way

of

reducing prices that are marked by the producer directly on the package.

y Premiums:
y These are the goods offered either free or at a low cost as an incentive to buy a product. Premiums may be in-pack or on-pack (outside the pack).

y Prizes:
y They are offers of chance to win something such as cash, trips or goods by luck or through extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions.

y Tie-in Promotions:
y Tie-in promotions involve two or more brands or companies that team up on coupons, refunds or contests to increase their pulling powers.

y Cross Promotions:
y Cross promotions involve using one brand to advertise non-competing brand.

y Advertising Specialties:
y These are useful articles imprinted with an advertisers name, given as gifts consumers.

y Patronage Rewards:
y They are cash or other awards for the regular use of companys products or services. They are values (in cash otherwise) that are proportional to ones patronage of a certain vendor or a group of vendors. They aim at building brand loyalty.

y PoP Promotions:
y Point of purchase (PoP) includes displays and demonstrations that take place at the point of purchase or sale.

y Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on consumer promotions (42%). The major trade promotion tools are as follows;

y Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a particular quantity purchased during a stated time.

y Allowances:
y They are the amount offered in return for an agreement by the retailer to feature the manufacturers products in some way; displays, advertising or otherwise.

y Free Goods:
y Free goods are the extra merchandise offered to middlemen who buy a specific amount of a product. y Companies also offer push money and specialty advertising items to the middlemen.

y Business Promotion Tools y Companies spend huge amount on

y promotions focused on industrial consumers. The major business promotion tools are as follows; Trade Shows and Conventions. Sales Contests. Clearly, sales promotions play an important role in the total promotion mix. To use it well, the marketer must define the sales promotion objectives, select the best tools, design the sales promotion program, pretest and implement the program and evaluate its results.

y y y

CHAPTER III
INDUSTRY PROFILE

INDUSTRY PROFILE MILK INDUSTRY

AN INTODUCTION OF FMCG INDUSTRY
One must have a contemporary understand of this dynamic world to survive or proper therein. Never in the past has the role of manager in India as crucial and exciting as now. The on going economic reforms programme has created infinite opportunities. There has been an increase in milk income gradually development have broadened the knowledge of consumers. There are now become choosy resulting in winners & looser at the same time winners those who monitors needs, identifies opportunities and create value. It is the market place not the factory that ultimately determines which company will succeed.

Marketing is practiced not only by manufacturing concern & their channel members but all kinds of individuals and organization. No politician can get the required votes to win and no resort the needed tourist to flourish without developing and carrying out the sound marketing plans.

Authentic market practice is not the art of selling what you make as much as knowing what to make. It is the art of identifying and understanding customers needs and coming up with solution that satisfies them and produces riches for firms profitability.

As we all know, future is always uncertain. More precisely when there is volley of brilliant competitors and each wants to be the market leader. So in the light of intense competition satisfaction through product innovation maintaining The standard quality theyre in, failing which no amount or deal of promotional measure or scheme can compensate at length. Competitive forces have compelled the companies to focus on specific segment of the market with frequent product innovation and rather new products and launching thereof with greater confidence.

AN INTODUCTION OF FMCG INDUSTRY

The FMCG sector is a cornerstone of the Indian economy. This sector can drive growth, enhance quality of life, create jobs, and support penetration of technology. A vibrant FMCG sector can boost agricultural product and export. It contributed to the exchequer significantly, disperse technology across the value chain and usher in the product innovation. This innovation can improve Indian Health standards.

Fast Moving Consumer Good (FMCG) industry has a long history. However, the Indian FMCG began to take shape only during the last fifty-odd years Today, the Indian FMCG industry continues to suffer from a definitional dilemma. In fact, the industry is yet to crystallize in terms of definition and market, size, among others.

The definitional confusion that has marked the Indian FMCG industry is getting confounded. Some others call it the CPG industry and some even call it the PMCG industry. The Indian FMCG industry has suffered because of the confusion. It is an industry which touches every aspect of human life from looks to hygiene to palate. Perhaps defining as industry whose scope is so vast is not so easy. The government is at crossroads not knowing how and where to slot the Indian FMCG industry and unsurprisingly, the manner in which it has treated an industry which holds tremendous promise as producer of goods that pervade everyday life has been only callous. The facts that the FMCG industry is a noteworthy employer and a major tax payer are being ignored. The only thing that is cheering the industry are the reforms of the nineties. Post reforms, the industries is excited about a burgeoning rural population whose income are rising and which is a willing to spend on goods designed to improve lifestyle. What is needed now is a change in the mindset of the mandarins, FMCG industry -friendly legislation are the needs of the hour. It does not matter whether changes are being brought about by dawning market realities or the ongoing economic reforms. One thing is certain here: The Indian FMCG industry has a promising future to look forward to. In terms of growth potential, the Indian market is a great horse to bet on. With a little help and understanding from the government, the Indian FMCG can realize its true potential.

So far, it has been a checked graph for the MNCs operating in the Indian FMCG industry. Domestic companies are only beginning to make their presence felt in the industry. It has taken tremendous consumer insight and market savings for the FMCG players to reach where they are today. But, the journey has only begun.

ANALYSIS OF MILK INDUSTRY

Traditionally, in India Dairying has been a rural cottage industry. Semicommercial Dairying started with the establishment of military Dairy farms and co-operative milk unions throughout the country towards the end of nineteenth century.

In earlier years, many households own their own family cow or secured milk from a neighbor who had one. With the increase in urban population fewer households could afford to keep a cow for private use and moreover there were other problems also like the high cost of milk production, problems of sanitation etc. restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas. Gradually farmers living near the cities took advantage of their proximity to the cities and began supplying milk to the urban population; this gave rise to the fluid milk-sheds we see today in every city of our country.

Prior to the 1815 most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and refrigeration. The Indian Dairy Industry has made rapid progress since independence. A large number of modern milk plans and product factories have since being established. These organized dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various western and Dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of Amul Dairy, Anand. Indian Dairy sector is still mainly and unorganized sector as barely 10% of our total milk production undergoes organized handling.

CHAPTER IV
PROFILE OF SURUCHI DAIRY INDUSTRIES PVT. LTD.

INTRODUCTION TO SURUCHI DAIRY

Suruchi Dairy Industries Pvt. Ltd. is situated in Kondhapuri village almost near to the State highway; 4 km away from one of the popular holy place, Ashtavinayak i.e. Ranjangaon Mahaganapati Temple.

HISTORY IN BRIEF
Suruchi Dairy was established in 1997 and started their operation with production of fresh cow milk, focusing on market in Pune and Mumbai. Initially the processing capacity of milk was 10 KL per day and now the plant handing capacity goes up to 1,25,000 liters per day which includes various range of products like Ghee, Paneer, Sterilized Falvoured Milk, Ice-cream, Shrikhand, Amrakhand, Lassi and Butter milk (Tak) etc. and upcoming products are Sweetened Condensate Milk and SMP. Organization is honored with ISO 9001:2008 certification in the year 2005.

DIRECTORS PROFILE: Board of directors SR NO. DIRECTORS QUALIFICATION DESIGNATION

Chairman and Managing Director of Suruchi Dairy Pvt. Ltd. Founder Chairman of Nighoj Gramin Patasanstha Ex-MLA He is one of most senior politician.

B. R. Kale

B.Com, L.L.B

Babasheth Kawad

B.Sc

Popatrao Gawade

9TH STD

Prakash Pawar

10TH pass

He is founder of Balaji Construction.

Prakash B Kawad

BE Mechanical

C.E.O

PRODUCT LIST SR NO
1

PRODUCT
Toned Milk (Suruchi Tazza) and Cow Milk (Suruchi Gold)

PACKING STANDARD
Available in 250ml, 500ml, and 1000ml pouch Available in 250ml, 500ml, and 1000ml packed cup. Available in 250ml, 500ml, and 1000ml packed cup. Available in 100ml, 250ml and 500ml pouch. Available in 250ml, 500ml, and 1000ml packed cup. Available in pouch & Cup. Packing size is 200ml. Available in 200ml glass bottle in Rose, Butter scotch, Mango & Strawberry flavors. Available in 500ml pouch.

Suruchi Shrikhand

Suruchi Amrakhand

Suruchi fresh Paneer

Suruchi pure Ghee

Suruchi fresh Lassi

Suruchi Sterilized Flavor Milk

Suruchi fresh Butter Milk (Tak)

Suruchi fresh Dahi

Available in 250 & 500ml Jar Available in packing size of 50 ml,100ml,500ml cups, Family pack, Party pack& Bulk pack

10

Suruchi pure milk based icecream

Table representing the sex of the marketing executives

Sex Male Female Total No. of Respondents 24 6 30 Percentage 80% 20% 100%

Analysis
 80% of the respondents are male.  20% of the respondents are female.

Interpretation
 Majority of the marketing executive are male.

CHAPTER V
Survey Report

Table No.5.1: Strengths of Competitors

Strength Quality Brand Image Pricing Promotional Activities Total 6 30 20 100 24 80 No. of Respondents Percentage

Graph No. 5.1: Strengths of Competitors

30 24

25

20 Quality 15 Brand Image Pricing 10 6 5 0 0 No. of Respondents 0 Promotional Activities

Interpretation: Table No. 5.1 and Graph No. 5.1 indicate that:

 80% of the respondents are of the opinion that the competitors strength is brand image.  20% of the respondents opine that promotional activities are the strength of the competitors.  None of the respondents feel that quality and pricing are the strength of the competitors.  Majority of the respondents opines that brand image is the strength of the competitors.

1) Type of products dealing with

1. Toned Milk (Suruchi Tazza) and Cow Milk (Suruchi Gold)

2. Suruchi Shrikhand

3. Suruchi Amrakhand

4. Suruchi fresh Paneer

5. Suruchi pure Ghee

6. Suruchi fresh Lassi

7. Suruchi Sterilized Flavor Milk

8. Suruchi fresh Butter Milk (Tak)

9. Suruchi fresh Dahi

10. Suruchi pure milk based ice-cream

How do you price your products? 1) Reasonable Who is your major competitor? 1) Amul

2) What makes you better than your competitor? a. Quality b. Pricing c. Promotional activities 7. Are you satisfied with the quality of your products? 1) Satisfied 8. Are you satisfied with the total turnover of your company? 1) Satisfied 9) Which products of you Dairy are demanded in large quantities by the customers? 1. Milk 2. Ice cream 3. Lassi

10) How important do you feel that the following factors play a major role in demand generation on a scale of 1-5? a) Price of the product b) Awareness about the product

c) Delivery time of the product ordered d) Quality of the product 5- Very important 4- Important 3- Makes little differences 2- Not important 1- Does not make any difference

11) How do you advertise your products? 1) News Paper 12) Do you promote the customers for repeat purchases of your Dairy products? Yes 12) If yes, how do you promote your customers? 1. Discounts 2. Gift voucher 3. Free products 4. Free Gifts

14) How do you distribute the products?

a) Direct selling

15) What is your target group? a) Middle class b) Lower middle class c) Corporate

CHAPTER VI
CONCLUSION

Conclusion In this study, it has been observed that Suruchi Dairy brand created a very good brand image among the minds of the consumers. The main reason for this is quality product offered to the consumers. Building the good impression about the product in the customer mind is difficult but Customer has the good impression on the Suruchi Dairy because of its quality products. And it clears that and how promotional activities are very important to promote the product in the market and maintaining the consistence in the market, and it is very toughest job. The importance given for the promotion activities for the Suruchi Dairy products is comparatively low but it has the good brand name in the market as well as in the perception of the customers. If Suruchi Dairy adopt the new creative ads and more promotional activities to enhance the sales it really works in the mind of the customer, and it helps to increase the more shares in the milk market. Recently promoting of a product in the market is the toughest job but Suruchi Dairy doesnt have to face that task since it had already made a good brand name in the milk products compare to the other manufacturers.

CHAPTER VII
SUGGESTION

CHAPTER VIII
BIBLIOGRAPHY

CHAPTER IX
APPENDIX

 APPENDIX

A copy of the questionnaire, some eye sizzlers showcasing the products of the company and paper insertion are enclosed herewith.

QUESTIONNAIRE
3) Name: 4) Designation: 5) Type of products dealing with a) Milk b) Milk Powder c) Paneer d) Lassi e) any other 6) How do you price your products?

a) High b) Reasonable c) Competitive d) Low 7) Who is your major competitor?

8) What makes you better than your competitor? a) Quality b) Brand image c) Pricing d) Promotional activities 7. Are you satisfied with the quality of your products? 1. Highly satisfied 2. Satisfied 3. neutral 4. Dissatisfied 5. Highly Dissatisfied 8. Are you satisfied with the total turnover of your company?

1. Highly satisfied 2. Satisfied 3. neutral 4. Dissatisfied 5. Highly Dissatisfied 13) Which products of you Dairy are demanded in large quantities by the customers? 4. Milk 5. Ice cream 6.

14) How important do you feel that the following factors play a major role in demand generation on a scale of 1-5? a) Price of the product b) Awareness about the product c) Delivery time of the product ordered d) Quality of the product 5- Very important

4- Important 3- Makes little differences 2- Not important 1- Does not make any difference

15) How do you advertise your products? a) Paper insertion b) Telemarketing c) Display stalls d) Participating in Exhibition e) Direct mail f) Presentations g) Showrooms h) All of the above 12) Do you promote the customers for repeat purchases of your Dairy products? Yes No 13)If yes, how do you promote your customers?

5. Discounts 6. Gift voucher 7. Free products 8.

14)How do you distribute the products? a) Direct selling b) Through middlemen / intermediaries d) Both 15)What is your target group? a) Elite class b) upper middle class b) Middle class c) Lower middle class d) Corporate

y y

Bibliography

www.scribd.com H.R. Institute of Higher Education, Hassan. Page 87 www.wikipedia.com www.kmfnandini.coop Internet: Websites: Annual market plan by KMF S H H Kozmi, Satish k Batra Advertising and Sales Promotion Excel Books Page no 33,298-299, C.R.Kothari Research Methodology New age Publications Page no 2-4, 31-32, 95-105 S.L.Guptha Marketing Research Publication from Excel Books 1st Edition, page no 40-54 Philip Kotler and Kevin Lane Marketing Management 13th Edition, Publication from Prentice Hall of India, page no 514,517 References :