STUDY TRADE RESPONSE & CONSUMER BEHAVIOUR FOR GOKUL MILK

Presented By: Samrat Ashok Patil

Contents
Gokul: at a glance Gokul Set-up Products by Gokul Competition for Gokul Objectives Findings and Conclusion Suggestions Limitations

Gokul: Landmarks
Gokul is an Operation Flood cooperative dairy project established on 16th March 1963 Quality Assurance Program and certified in Sept. 98 for ISO 9002 /ISO 9001/HACCP in 2003
Undertaken DPM Study from 1990 for Plant improvement, Refrigeration, Plant Losses etc. with help of NDDB/FAO

14 times winner of National Productivity Awards from 1988/89 to 2006/07

Turnover for financial year 20092010 Rs. 750 Cr.

Highest handling - 11 Lakh Ltr/day. Average handling in Dairy Plant - 7 Lakh Ltr./day

Supply Chain of Gokul Milk

Butter

Lassi

Ghee

Amrakhand

Gokul Products

Milk

Shrikhand

Milk Powder Cream

Warana

Krishna Milk

Yalgud

Rivals of Gokul Milk

Samruddhi Milk Chitale Milk

Shahu Milk

Research Objectives
To estimate the market potential and frequency of consumption of Gokul Milk. To know the awareness level among the retailers and consumers for the Gokul Milk. To know the market position of Gokul Milk

To find out the causes of not buying the Gokul Milk.

Research Details
Data Collection Convenience Sampling Method

Primary Data

Secondary Data

Sample Unit: Retailers & Consumers

Sample Size: 150 Retailers & 100 Consumers

Findings and Conclusions (Retailers)

Only 5% retailers are unaware about the Gokul Milk

It was found that only 38% retailers keep Gokul Milk Because there is no distributor of Gokul Milk in Gadhinglaj area

Retailers main view about not buying the product is higher price of the product.

There is need to allocate distributors in Gadhinglaj area since it has a potential market for milk

60% of the retailers get higher margin than Gokul Milk. So margin should be increased as per the sale to influence the trade response

Findings and Conclusions (Consumers)

The Warana Milk is the most popular brand and Gokul Milk is the 2nd most popular brand in the area.

Generally people buy the product because of better quality and good taste

96% people are aware about this product in the area

Consumers do not buy the product because of shortage of supply

Radio is the most effective media of advertisement of Gokul Milk

Suggestions
Pricing Strategy
Price should be decreased to increase the sale Price should be lowered as compared to competitors Supply chain should be strengthened to meet the market demand More distributors should be allocated to Ichalkaranji and Gadhinglaj towns.
Promotional activities should be conducted to attract retailers. Margin should be restructured according to the other competitors.

Supply Chain Management

Promotion

Limitations
Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents.

The respondents were not very comfortable while revealing their correct usage pattern, no cause they may feel that they would be called or visited again and again.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.

Thank You!