SUMMER TRAINING REPORT ON
CUSTOMER SATISFACTION REGARDING VARIOUS MILKFOOD PRODUCTS AMONG HOUSEWIVES (Submitted to M. M. Modi College Patiala in partial fulfillment for the award of Bachelors of business administration) 2009-2010
SUBMITTED TO:-
SUBMITTED BY:-
Prof. Neeraj Goel
Neeti Bhalla BBA III Roll no- 4015
Department of Computer Science and Management
MULTANI MAL MODI COLLEGE PATIALA
1
ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and supported me in my project report. My deepest thanks to Lecturer, NEERAJ GOYAL the Guide of the project for guiding and correcting various documents of mine with attention attention and care. He has taken pain to go through the project and make make necessary correctio correction n as and when needed. I express my thanks to the Principal of, MULTANI MAL MODI COLLEGE, PATIALA, for extending his support. My deep sense of gratitude to MR. R. MATHUR (MANAGER), [MILKFOOD LIMITED] for his support and guidance.
Thanks and appreciation appreciation to the helpful people at [MILKFOOD LIMITED], LIMITED], for their support. I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers
NEETI BHALLA
2
DECLARATION This is to certify that Report entitled “…CUSTOMER SATISFACTION REGARDING VARIOUS MILKFOOD PRODUCTS AMONG HOUSEWIVES” which is submitted by
me in partial fulfillment of the requirement for the award of degree of Bachelor Of Business Administration in Multani Mal Modi College, Patiala, comprises only my original work and due acknowledgement has been made in the text to all other material used.
Neeti Bhalla
3
PREFACE “The only thing constant in life is change. ”
I am not sure who that phrase is attributed to, but it is why this book was written. About ten years ago, Kath Giel and I (Earl Naumann) wrote “Customer Satisfaction Measurement and Management”. Although it was a bit long and wordy, that book did a pretty good job of describing how to design and implement a customer satisfaction program, circa 1995. In today’s business environment, environment, I would view that book as incomplete. The implication implication is that the “state of the art” on most subjects from 5-10 years ago is no longer “state of the art”. “State of the art” is an evolving, elusive concept. The goal of this book is to discuss the major trends that have been taking place in becoming a customer centered organization. But the fact of the matter is that achieving high customer customer satisfaction and loyalty requires a lot more now than it did ten years ago. There is a well-known phrase in management, “What gets measured, gets managed”. Since being customer centered is an important plank in corporate strategy, this book is about how customer perceptions and behaviors can and should be measured.
.
4
CONTENTS Acknowledgement…………………………………………………………………………………2 Declaration…………………………………………………………………………………………3 Preface……………………………………………………………………………………………...4 Executive summary………………………………………………………………………………..7 Literature Review…………………………………………………………………………………….8
CHAPTER I Company profile……………………………………………………………………………..9 About milkfood and promoters……………………………………………………… promoters……………………………………………………………………10 ……………10 Management of the company………………………………………………………………………11 Future of milkfood………………………………………………………………………………….12 Vision and mission, philosophy, quality of products and certification & approvals………………………………………………………………………………………..13-14 Clientage……………………………………………………………………………………………14
CHAPTER II
Milkfood plants in India………………………………………………….15-20
CHAPTER III Products of milkfood ltd………………………………………………………………..21-23
CHAPTER IV Marketing……………………………………………………………………………….24-26
CHAPTER V Financial position of milkfood ltd……………………………………………………….27-29
CHAPTER VI Objectives of the study………………………………………………………………….30-31
5
CHAPTER VII Research methodology………………………………………………………………….32-34
CHAPTER VIII Data analysis……………………………………………………………………………35-44
CHAPTER IX Findings & conclusions………………………………………………………………….45-46
CHAPTER X Recommendations & suggestions……………………………………………………….47-48
CHAPTER XI Limitations……………………………………………………………………………….49-50 BIBLIOGRAPHY………………………………………………………………………..51 ANNEXURE……………………………………………………………………………52-54
6
EXECUTIVE SUMMARY Customers today are more informed and more demanding than ever. They know quality service when they get it and they aren’t afraid of taking their business elsewhere if they don’t get it. Most manufacturers manufacturers have taken this fact to heart because a refusal to acknowledge acknowledge this reality reality can spell - failure failure - rejecti rejection on by the one who holds the purse purse strings and the key to profits. Satisfaction of customer needs, in fact, provides a rationale for the firm’s existence. Therefore consumer behavior lies at the heart of modern marketing and its knowledge is vital for a firm’s existence, growth and success. An understanding of the motives underlying the consumer behavior helps a firm to seek better and more effective ways to satisfy consumers. Consumer behavior, however, is a complex system where there is an interaction of various social, economic and psychological factors. All these factors affect the purchase decision of the buyer and his perception about different products. Buying decision process incorporates all the activities that individuals go through in their role as consumers. It starts right from the time when there is a state of deprivation (need arousal) and goes through a point when a means of need satisfaction has been obtained. It ends at time to judge the level of satisfaction (post - purchase evaluation). Satisfaction is the key to generate repeat business. It ensures customer loyalty loyalty and determines determines whether a customer would come to the company again. The process of customer satisfaction can be depicted in the following steps Need recognition – realisation realisation of the difference between desired situation situation and the current situation that serves as a trigger for the entire consumption process.
Search for information - search for data relevant for the purchasing decision, both from internal sources (one's memory) and/or external sources.
Pre-purchase alternative evaluation - assessment of available choices that can fulfill the realised need by evaluating benefits they may deliver and reduction of the number of options to the one (or several) preferred.
Purchase - acquirement of the chosen option of product or service.
Consumption - utilisation of the procured option.
Post-purchase alternative re-evaluation - assessment of whether or not and to what degree the consumption of the alternative produced satisfaction.
Divestment - disposal of the unconsumed product or its remnants.
7
LITERATURE REVIEW While the literature contains significant differences in the definition of satisfaction, all the defin definit ition ionss share share some some comm common on elem elemen ents. ts. When When exami examine ned d as a whole whole,, three three genera generall components can be identified: consumer satisfaction is a response (emotional or cognitive); 2) the response pertains to a particular focus (expectations, product, consumption experience, etc.); and 3) the response occurs occurs at a particular time (after (after consumption, consumption, after choice, based based on accumulated experience, etc). Consumer responses followed a general pattern similar to the literature. Satisfaction was comprised of three basic components, a response pertaining to a particular focus determined at a particular time. From the beginning of the “customer service revolution” almost 20 years ago, a body of business research has focused on customer satisfaction and customer focus organizat organizations. ions. Business consulta consultants, nts, corporat corporations ions and others have worked to identify the characteristics of organizations that consistently please their customers, to develop tools for monitoring customer satisfaction, and to build continuous, quality improvement systems that respond to consumer feedback. Although much of the research has been conducted by and for the corporate world.
8
CHAPTER-I
ABOUT THE UNIT MILK FOOD LIMITED Company Profile Business Type
Exporter , Manufacturer
Export Percentage
20%
Primary Competitive Advantages
• • • • • •
Uncompromising Quality Advanced Technology & Vast Workforcee Certified By Recognized Bodies Large Clientele Vast Range Of Milk Products Large Infrastructure.
Sales Volume
$ 80 million
No of Staff
550
Year of Establishment
1974
Export Markets
• • • •
•
North America - USA Europe - France, Germany, Poland, Azerbaijan, Georgia Middle East - UAE, Saudi Arabia Africa - Egypt Asia - Thailand, Sri Lanka, Pakistan, Afganistan, Myanmar, Bangladesh, Philippines, Japan
OEM Service Provided No Monthly Production Capacity Memberships
Product Range
2000 MT Milk Powder & 1500 MT Ghee
•
Kosher Certification Approval from Export Inspection Agency
•
Registration with FDA, USA.
•
•
Ghee Milk Powders Skimmed Milk Powder Full Cream Milk Powder Dairy Whitener Demineralised Whey Powder (40-90%)
•
Edible Grade Acid Casein, etc.
•
ISO 9001:2000
• • • • •
Standard Certification
9
•
HACCP WARRANTY (Food Safety System
ABOUT MILKFOOD Milkfood Limited was set up in the year 1973 with the first Plant at Bahadurgarh , on the Rajp Ra jpura ura Pa Pati tial alaa Ro Road ad in th thee St State ate of Pu Punj njab ab . Th Thee com compan pany y ma manuf nufact acture uress Pur Puree Gh Ghee, ee, Skimmed Skimm ed Milk Powder , Whole Milk Powder, and Dairy Whitener Whitener . From the intial installed capacity of 80 MT of milk processing per day at Patiala during 1974 the Company at has enhanced the processing capacity from time to time and the present milk processing capacity of all Plants is 1500 MT per day. In the year 1987 the Company commissioned its Second Plant at Gurgoan in the State of Haryana for the manufacture of Cultured Desserts like Long Life Yoghurts, UHT Milk , Juices etc. and Frozen Desserts Yoghurts like Ice Creams. The Ice Cream brand "Milkfood 100% Ice cream" still conjurs up memories even years after it's sale to Hindustan Lever. The company has taken on lease a Dairy Plant in 2003 at Hamira, Distt. Kapurthala, in the State of Punjab to supplement the production capacities by 200 MT of milk processing per day. The capacity has since been enhanced to 500 MT of Milk Processing per day. In 2005, the company has taken expansion plans further to the State of Uttar Pradesh where a fully modernised facility has been set up at Village Agwanpur, Tehsil Moradabad to add capacity of 500 MT of milk processing per day. The plant has commenced production in November 2005. Further Expansion plans for manufacture of Export Oriented and Value added products like Casein , Demineralised Whey Powder , Whey Protien Concentrates has been initiated at the Bahad Ba hadurg urgarh arh fa faci cili lity ty , wh which ich is li like kely ly to be com commi missi ssione oned d by en end d of 200 2006. 6. Ca Capa pacit city y expansion will enable the Bahadurgarh plant to process 700 MT of milk per day.
10
PROMOTERS
The company is promoted by Mr. Karamjit Jaiswal, Executive Chairman .The Jaiswal family are also promoters of Jagatjit Industries Industries Limited, which has interests in Alcohol Alcoholic ic Beverages (AC Black, Aristocrat Premium, ACP , Bonnie Scot) , Malted Foods, Plastic and Glass Bottling and Real Estate. The Group has a Gross Turnover in excess of INR 5500 Million. Thee com Th compan panie iess Mi Milkf lkfood ood Li Limi mited ted and Jag Jagat atji jitt Ind Indust ustri ries es Li Limi mited ted are pub publi licc li limi mite ted d compan com panies ies and th thee Sh Share aress ar aree tr trade aded d on th thee St Stoc ock k Ex Excha change ngess at Mum Mumbai bai,, De Delhi lhi and Ludhiana.
MANAGEMENT
Mr. K.S.Jaiswal Mr. Umesh Saxena Ms. Roshni Jaiswal Mr. Deepankar Barat Mr. Suresh Alipura Mr. Amarjit Kapoor Ms. Asha Gadi Mr. Sudhir Avasthi Mr. Narender Sapra Mr. H. M. Sood Mr. R. C. Mahajan Ms. Kamlesh Gupta
Board of Directors Executive Chairman Managing Director Director (Projects) Director Director Director Director Senior Management Finance Director Joint President Senior Vice President Senior Vice President Company Secretary
11
FUTURE At the International Dairy Federation (IDF) seminar on "Utilization of Dairy Ingredients in Foods" held at Luxemburg in 1981, Dr. Ernest Mann, Consultant, IDF, stated that milk has four faces. First two faces are represented by liquid milk on one hand and traditional dairy products viz. Milk Powder, Cheese and other traditional cottage dairy products on the other hand. The third phase of milk is represented by new dairy products tailored to suit the changing social and dietary habits of the people who have encouraged the dairy industries of many countries countries to take a re-look at the new range of products manufactured manufactured and aided by the new technological processes such as fat fractionate, protein fractionation, electro dialysis, membrane separation etc. This has helped to further the concept of milk as an industrial liquid whose ingredients could be extracted and recombined in different ways to form new processed food products. The present expansion by Dairies shall cover the third face of milk viz. fractionation and extraction of milk ingredient leading to manufacture of various value added products which is a new and just introduced milk phase in India and has a long way to go in the time to came i.e. i.e. extra extracti ction on of its its ingre ingredie dients nts viz. viz. Casei Casein, n, Whey Whey protei proteins, ns, Lact Lactose ose,, Miner Mineral alss and Dimineralised Whey powder. The fourth face of milk is a generator of thousands of ingredients with specified nutritional and functional property for different branches of food industry which is revealing milk to be a treasure chest of more than 2000 ingredients. This phase of milk is yet to be come up. India continues to be the largest milk producer of the world, with competitive advantage of low cost milk production. With the reduction of Farm subsidies worldwide and advent of world class technologies in India the country is poised to become the largest exporter of Milk products in the years to come.
12
VISION & MISSION OF MILKFOOD LTD Working from the world's largest producer producer of milk, India, for more than four decade we have achie achieved ved trem tremen endou douss growt growth h in capac capacit ities ies,, quali quality ty,, tech technol nology ogy and and goo goodwi dwill ll.. We, We, at Milkfoo Milkfood d Limited Limited,, solemn solemnly ly affirm affirm our commit commitment ment to uncompro uncompromis mising ing quality quality of our products, which will subsequently facilitate us to widen our customer base and enhance the level of customer satisfaction, which is our opinion is the most legitimate purpose of any business. We work round the clock to unlock the potential of nature to improve the quality of life and to make the food we all enjoy more available and affordable, thus enhancing the quality of life.
PHILOSOPHY Premium Quality and Good Taste ' are the driving factors for the company's products for three decades. Continuous modernisation modernisation have enabled enhancement enhancement of product quality over the year.
QUALITY OF PRODUCTS Raw milk must be tested for everything from fat and protein content to contamination of antibiotics. Trucks and tankers must be emptied and cleaned, volume must be measured exactly for accounting purposes and production planning. During milk processing, raw milk must be converted to standardized standardized milk with a set fat content. The process requires cleaning, separating into low fat milk and cream, adjusting the fat content, pasteurizing, chilling and storage.
Butter production production needs a lot of care to be put into the treating, treating, heating, degasifying, degasifying, cooling and ripening of the cream. This cream is then churned in huge churners that are fully automated. The goal is to get just the right butter with rich aroma and granular texture that are the recognizable characteristics of our pure ghee.
13
Our acid casein production: acid whey is produced as a valuable fractionation fractionation product that is pasteur pasteurized ized,, membran membrane-pro e-process cessed ed to reduce reduce minera minerall load, load, passed passed through through ion exchange exchange columns, to further demineralise demineralise the product, evaporated and spray dried and marketed marketed to the food, food, beverage beverage and pharmac pharmaceuti eutical cal industri industries. es. Our process process control control systems systems ensure ensure that everything must be coordinated and uniform.
Certification Certification & Approvals •
ISO 9001:2000
•
HACCP WARRANTY (Food Safety System)
•
ISO 14001 (Environmental Management System)
•
Kosher Certification
•
Approval from Export Inspection Agency
•
Registration with FDA, USA
•
Numerous mandatory Regulatory Bodies' Consent.
Clientage Some of our esteemed clients from all across the world are mentioned below: •
North America - USA
•
Europe - France, Germany, Poland, Azerbaijan, Georgia
•
Middle East - UAE, Saudi Arabia
•
Africa - Egypt
•
Asia - Thailand, Sri Lanka, Pakistan, Afghanistan, Myanmar, Bangladesh, Philippines, Japan.
In India •
•
Glaxo Smithkline Consumer Healthcare Nestle India
•
Mother Diary
•
Cadbury's
•
Metro Dairy.
14
CHAPTER II
MILKFOOD PLANTS IN INDIA
15
LOCATIONS OF MILKFOOD LTD. PATIALA PLANT Technical details of the plant:
The plant is located 250 Kms north of New Delhi at Bahadurgarh on National Highway, between Rajpura and Patiala. The Plant is set up in an area of 12 Acres and is capable of handling 500 MT of Milk per day. The plant has facilities to manufacture Anhydrous Milk Fat (Ghee) , Milk powders (Skimmed Milk Powder, Whole Milk Powder). The plant is being upgraded to manufacture value added products like Casein, Demineralised Whey powder, Lactose and Whey Protein Concentrate powders of different percentages. Milk Processing & Pasteurization Thee ma Th main in pr proc oces esss eq equi uipm pmen entt co comp mpri rise sess of Au Auto to
Desludge Cream separators from Westfalia, Germany with capacity of 20 K L per hour with matching Heat Exchangers for Pasteurization. The storage capacity of Raw Milk and Pasteurized Milk are 130 MT and 210 MT respectively. Anhydrous FAT The equipment is Cream Separators and Pasteurizer from fr om Al Alfa fa La Lava vall Ba Batc tch h Ty Type pe Bu Butt tter er Ch Chur urn n fr from om Larsen & Toubro with capacity of 46 MT per day. The facility has a Mather and Platt tin can packaging line with an Auto filling system ranging ranging from ½ Ltr to 5 Ltrs. The facility also has 2 Lined Carton Auto filling and sealing machine from Rollata Rollatainer inerss for packing packing of ½ Ltr and 1 Ltr with capacity capacity of 360 packs per hour. The bulk pack-filling machine for 15 Kgs Tin with capacity of 200 Tins per hour is from Philips. Powder Manufacturing Four Effect Evaporators Evaporators of Weigand Design with capacity of 325 MT of Milk and Sapporal Sapporally ly with capacity of 344 MT. Two stage Spray Dryers with Vibro Fluidization of Niro design from Larsen & Toubro and Single stage Dryer of Anhydro Design from Alfa Laval / Tetra Pack with capacity of 53 MT per day. Powder Packaging in 1 Kg pouches with capacity of 30
16
MT per day from Hassia, Germany and also in 25 Kgs Bulk is packing.
UTILITIES The service equipments comprise of Boilers with capacity of 18 MT of Steam per hour at a pressure of 24 Kgcm2 using alternate source of energy as fuel like rice husk with fluidized bed bed fo forr ma maxi ximu mum m co comb mbus usti tion on.. 0. 0.20 20 MW MW/H /Hou ourr is pr prod oduc uced ed us usin ing g a Ba Back ck Pr Pres essu sure re Turbine.Exhaust Turbine .Exhaust steam is used in Milk Processing. The Refrigeration system is an Ammoni Ammoniaa and Lithium Bromide Absorption System from Thermax with capacity of 300 TR using water as refrigerant and exhaust steam from power producing turbine as a heating medium. The plant is fully equipped to handle treatment of total generated effluent with an ETP from Triveni Engineering of capacity 50 cubic meter / per hour. Power Load sanctioned is 3.8 MW with necessary total power back up of 1800 KVA Gensets. Water requirements requirements are met from deep bore Tubewell with capacity of 90 cubic meters per hour. For quality assurance, the company has well established laboratories with qualified staff who monitor Raw milk quality,Packaging material and online processing to testing of finished products. A 100 % Export Oriented Unit to manufacture Casein and Demineralised Whey Powder is being set up at Patiala with Capacity to manufacture 6000 MT of Casein per Annum. The machinery is largely to be from Alfa Laval. A High capacity Boiler and 1 MW Turbine is bein being g ins insta tall lled ed to me meet et th thee Po Powe werr re requi quirem rement entss Th Thee pl plant ant at Pa Pati tial alaa aft after er upg upgra radat datio ion n (October 2006) would have processing capacity of 7 million litres of milk per day.
HAMIRA PLANT Technical details of the plant:
17
The plant is located approximately 30 Kms north of Jullundur on G.T. Road, between Jullundur and Amritsar . The Plant is on lease from Jagatjit Industries Industries Ltd and has a capacit capacity y to process 500 MT of Milk per day. The plant has facilities to manufacture Anhydrous Milk Fat (Pure Ghee) , Milk Powders (Skimmed Milk Powder , Whole Milk Powder, Dairy Whitener & Infant Foods). The plant has facility to produce powder with disc and nozzle atomization resulting into powders of low or high density. A Three stage spray drying system with facility of Lecithination helps in production of instant powders. A separate facility for production of malted food is available. The
main
pro rocces esss
equi eq uip pment
like
Cream
Sepa Se parat rators ors & He Heat at Ex Excha change ngers rs ar aree fro from m Al Alfa fa Laval, Continuous Butter Churn from HMT and Evaporators and Spray Dryers from Alfa Laval. The service equipments like boilers use alternate source of energy as fuel like rice husk. 50% of power is generated through steam turbines and exhaust steam is used in milk processing MORADABAD PLANT Technical details detai ls of the Plant :
The plant is located approximately 200 Kms from New Delhi at Mugalpur urf Agwanpur Mustakam on the Moradabad – Kanth Road. The Plant is set up in an area of 17 Acres and is capable of handling 500 Metric Tonnes of Milk per day. The plant commenced production In November 2005. The plant has facilities to manufacture Anhydrous Milk Fat (Pure Ghee) , Milk Powders (Skimmed Milk powder, Whole Milk Powder). Milk Processing & Pasteuriza Pasteurization tion The main process equipment comprises of Auto
Sludge Cream separators and Heat Exchangers from Alfa Laval with capacity of 30 KL per hour. The storage capacity of Pasteurized/Processed 18
Milk is 200 MT.
Anhydrous FAT
The equipment includes includes Continuos Butter Churn from HMT with capacity of 36 MT per day. The facility has a tin can packaging line with an Auto filling system ranging from ½ Ltr to 5 Ltrs. The facility also has 2 Lined Carton Auto filling and sealing machine from Rollatainers for packing of ½ Ltr and 1 Ltr Lined Carton with capacity of 720 packs per hour. The bulk pack filling machine for 15 Kgs Tin with capacity of 360 Tins per hour from Avery India Ltd. Powder Manufactu Manufacturing ring
Five Effect Evaporators Evaporators with capacity of 25000 LPH of Milk. Spray Dryers with capacity of 40 MT per day. Packaging in 1 Kg pouches with capacity capacity of 30 MT per day from Hassia and also in 25 Kgs packaging. The plant can produce powders with disc & nozzle atomization and is equipped with fludized bed system to make instant powders. The evaporator evaporator and dryer are designed to use low pressure steam.
UTILITIES The service equipments comprising of Boiler at high pressure with superheat with capacity of 12 MT of Steam per hour at a pressure of 32 Kgcm2 which use alternate source of energy as fuel like rice husk with fluidised bed for maximum combustion. The steam generated is passed through Back pressure turbine resulting into power generation meeting approx. 50% of to tota tall po powe werr re requ quir ired ed .E .Exh xhau aust st St Stea eam m fr from om Tu Turb rbin inee is us used ed in Mi Milk lk Pr Proc oces essi sing ng , Evaporator , Spray Dryer and Refrigeration. The Refrigeration system is an Ammonia and Lithium Bromide Absorbrion System from Thermax with capacity of 300 TR using water as refrigerant .Exhaust steam from power producing turbine is used as a heating medium. For effluent treatment a modern treatment plant using both aerobic and An-aerobic system to give desired results. For quality assurance well established Laboratory with qualified staff 19
who monitor all Raw Material and Packaging Material intake along with controlling the online process and finished products quality.
20
CHAPTER-III
PRODUCTS OF MILKFOOD LTD
21
PRODUCTS OF MILKFOOD LTD PURE GHEE
COMPOSITION
ANHYDROUS MILK FAT
PRODUCT PACKING
QUALITY TESTS AGMARK SPECIAL GRADE COLOUR,TASTE,TEXTU RE RM VALUE
LINED CARTON (RT) 1/2 LTR LINED CARTON (RT) 1 LTR. TIN 1/2 LTR. TIN 1 LTR. TIN 2 LTR. TIN 5 LTR. TIN 15 KGS.
BOUDOLIN FREE FATTY ACIDS B.R READING MOISTURE %
22
SKIMMED MILK POWDER
COMPOSITION
MILK PR PROTIEN: CARBOH CAR BOHYDR YDRATE ATES: S: MOISTURE: MILK FAT:
PRODUCT PACKING 25 KGS.FOOD GRADE KRAFT PAPER BAG 1KG x 25 POLY POUCHES IN 25 KGS FOOD GRADE KRAFT PAPER BAG
MINIMUM 34 34% 54% 3 - 3.5% 1%
QUALITY TEST ISI SPECIAL GRADE PROTIEN ASH ACIDITY MOISTURE % SODIUM & POTTASIUM INSOLUBILITY INDEX FAT %
23
CHAPTER IV
MARKETING OF MILKFOOD LTD
MARKETING
Milk Powder
24
Skimmed Skimm ed Milk Powder and Whole Milk Powder are of institu institutional tional Grade supplied either to companies where it is used as a raw material for their end products (Malted Food , Food Supplements, Chocolates, Ice Creams, Biscuits , Sweets etc.) or it is used in the milk dry areas of the country to be reconstituted as liquid milk . The Powder is packed in Food Grade Polyliners and 25 Kg. Kraft Paper Bags packs and also 1 Kg. Polypacks. The product is ISI Graded for Export. Among the private sector corporations corporations in India the company is one of the largest supplier for Milk Powders to the institutions i.e Glaxo Smithkline , Cadburys, Nestle , Mother Dairy , Metro Dairy , Lotus Chocolate. The company also exports Skimmed Milk Powder and Whole Milk Powder to the South Asian countries of Pakistan, Bangladesh , Nepal, Sri Lanka , Afghanistan and Myanamar.
GHEE The Anhydrous Milk Fat (Ghee) is market marketed ed as 'MILK 'MILKFOOD' FOOD' brand is graded as AGMA AGMARK RK Special Grade and is the leading private sector ghee brand in the country and commands one of the largest shares of the North Indian Market. The company is also approved with the Canteen Stores Department for supply of Consumer Pack Ghee. Ghee is packed in seven pack sizes from ½ Ltr. Packs to 15 Kg Tins. For distribution of Products Redistribution depots at Gurgoan, Delhi, Kolkata, Chandigarh and Mumbai apart from Agents spread over almost all states.
CASEIN A 100% Export Oriented Unit is being set up at the existing facilities at Bahadurgarh, Patiala Patiala to manufacture Casein which commands a premium price in Export markets of USA, Europe and Japan. India being the largest and cheapest producer of Milk holds comparative price advantage in the product which has varied applications from Food Products, Pharma to Tech Te chnol nology ogy pro produc ducts ts.. Dem Demine inera rali lised sed Wh Whey ey Po Powd wder er is a by pr produ oduct ct wh whic ich h has bo both th a Domestic and Export market. Uses of Casein :
25
Casein / Caseinates Food grades : ingredient in noodles, chocolate, sweets, mayonnaise, ice cream, cheese manufacture, binding ingredient, emulsifier and milk substitute in processed foods. Industri Indu strial al grad grades es : Pla Plastic stic (but (buttons tons,, knit knittin ting g need needles) les),, man manufac ufacture ture of syn synthet thetic ic fibr fibres, es, chemical industry (paints, glues, glazed paper, putty and cosmetics), reinforcing agent and stabili stab ilizer zer for rubb rubber er in auto automobi mobile le tyr tyres, es, nutr nutriti itional onal supp supplem lement ent and bind binder er in calf milk replacers. replacer s. Other technica technicall applicat applications ions include detergen detergents, ts, hairseti hairseting ng products and cosmetics, lightwe ligh tweight ight conc concrete rete,, wal wallboa lboards, rds, phot photo o etc etching hing,, comp computer uter circ circuit uits, s, ele electro ctronics nics igni ignition tion components, water purification, insecticide sprays and fertilizer. biscuits), chocolate WHEY POWDER : Food grade : Ice cream, bakery products (cakes, biscuits), flavouring, infant formula, yogurt, beverages, processed meat etc. Industrial grade : animal feed (pigs, horses, poultry), calf milk replacer, carrier for herbicides etc..
26
CHAPTER V
FINANCIAL POSITION OF MILKFOOD LTD
27
28
29
CHAPTER VI
OBJECTIVES OF THE STUDY
30
1. CUSTOMER SATISFACTION REGARDING VARIOUS MILKFOOD PRODUCTS AMONG HOUSEWIVES.
2.
AWARENESS
AMONG
PEOPLE
MILKFOOD PRODUCTS.
31
REGARDING
VARIOUS
CHAPTER-VII
RESEARCH METHODOLOGY
32
RESEARCH METHODOLOGY METHODOLOGY INTRODUCTION According
to
Prof.
desi design gn,, coll collec ecti tion on,,
Phillip
Kotler,”Marketing
research
is
th e
systematic,
anal analys ysis is and and repo report rtin ing g of the the data data and and find findin ing g
rele releva vant nt to
specific marketing situation facing the company”. Marketing is restless, changing dynamic field. Since 1920 many important and dramatic changes have taken place in marketing, thousands of new products including those of entries of new industries such as automobiles, electronics electronics and computer, computer, textile, walk product etc. have appeared in the market. The market orientations have changed from production to market.
RESEARCH APPROACH Survey Method :- Survey are best suited for descriptive research companies which undertake
surveys to learn about peoples’ knowledge, beliefs, preferences, satisfaction etc. to measure these magnitude in the general population. While observation and tours are best suited for exploratory research which is not the case of our study.
RESEARCH INSTRUMENT Questionnaire - questionnaire is prepared and used to collect the information. The majority
of questions are close ended. Questionnaire is distributed to people to know about their preferences, tastes, demands etc. This is one of the easiest methods of collecting information.
SAMPLING PLAN After deciding on the research approach and instrument, we must design a sampling plan. This plan calls for three decisions:
1. Sampling Unit :- Here we define what is to be surveyed i.e. the target population that will
be sampled. In our case the general public in Patiala city come under the sampling unit
2. Sample Size :- Large samples give more reliable results. In our study 75 customers were
surveyed in Patiala city.
33
3. Sampling Procedure: - Area sampling is using because it is not practically possible to
visit all places of India therefore Patiala city is chosen for my survey.
CONTACT METHOD:In this this deci decisi sion on is take taken n that that how how the the obje object ct shou should ld be cont contac acte ted d i.e. i.e. wheth hether er by mail questionnaire, telephone, interviews. In our research personal interview is the most convenient and reliable method
COLLECTION OF THE INFORMATION :The data collecti collection on phase phase of the marketi marketing ng researc research h is the most expensive expensive and most error prone process. There can be error as some respondent can give biased or dishonest answer for the collection of the information. The researchers personally go to customers to collect the reliable data. Here all knowledge of the researcher about that field comes to test the ingenuity of the research.
34
CHAPTER- VIII
DATA ANALYSIS
35
Q.1. Are you the user of milkfood products?
Yes No
84% 16%
It is clear from the above chart that out of 50 housewives 42 of them are aware of the milkfood products i.e. 84% of housewives are aware of milkfood products. Whereas, 16% of the housewives are not aware of the milkfood products. So, we can say that major share of housewives are using milkfood products.
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Q.2. Which product of milkfood you use more?
a) Pure gh ghee b) Skim Skimme med d mil milk k powd powder er c) Whol Wholee milk milk powd powder er d) Dair Dairy y cre cream amer er e) Dair Dairy y whi white tene ner r
2.40%
2.40% 2.40%
pure ghee
4.70% skimmed milk powder powder whole mililk k powder
9.50% 47.60%
4.70%
dairy cream cr eamer
4.70%
dairy whitener 11.90%
pure pure ghee & skimmed milk powder 9.50%
pure ghee & whole milk powder
In my next question I have studied that which product of milkfood is used more by housewives. housewives. The above pie chart chart shows that pure ghee of of milkfood milkfood ltd is more used by housewives i.e. 47.60%. whereas, products like dairy creamer and dairy whitener are being used very less by housewives. i.e. only 2.40%.
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Q.3. How often you use milkfood product?
Pure ghee
a) Daily
80 %
Skimmed milk powder _
Whole milk Dairy powder creamer
Dairy whitener
_
_
_
b) weekly
20%
75%
80%
_
100%
c) Monthly
_
25%
20%
100%
_
In this question I have observed that pure ghee is being used by housewives on daily and weekly basis. None of other product is used on daily basis. So, we can say that pure ghee is the most used product of milkfood.
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Q.4. How do you come to know about the milkfood products? a) Newspa spaper pers b) Radio c) Televi evisio sion d) Stor Storee dis displ play ay e) Others
14.20%
13.80% 4.60% Newspapers Radio television 18.60%
storedispla display others
48.80%
This question talks about that how people come to know about milkfood products. Most of the housewives came to know about the milkfood products from store display. 14.20% housewives are being recommended by their relatives and friends. 18.60% of housewives came to know from television ads.
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Q.5. From where do you conveniently avail the milkfood products? a) Grocery stores b) Discount store
c) Department stores d) Others 4.70%
0%
2.30%
9.50%
0
grocery rocery stores
19.04%
discountstores department stores other
16.60% grocery grocery stores tores & department stores 47.60%
grocery rocerystores& discount stores grocery rocery stores, discount discount stores & epartment stores stor es
This question shows that from where milkfood products are conveniently available. 47.60% housewives feel that milkfood products are conveniently available from department stores. 19.04% housewives say that they get avail milkfood food from grocery stores. And others have different opinion among different options. This data also shows that major supply of milkfood products is in department stores.
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Q.6. Overall how satisfied satisfied you are with the quality of milkfood products? products? a) Not satisfied
b) Satisfied c) Highly satisfied
0 14.20%
Not satisfied
47.60%
Satisfied Highly saisfied 38.09%
Out of 50 housewives 47.06% housewives are highly satisfied from the quality of milkfood products, 38.09% of housewives just satisfied from the quality of milkfood products and 14.20% of housewives are not at all satisfied from the quality of milkfood products.
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Q.7. Cost of milkfood products is: a) Very high
b Moderate c) Low
14.20% 23.80% Veryhig high Moderate Low
61.90%
61.90% housewives feel that cost of milkfood products is moderate, means it is affordable. 23.80% housewives finds the cost less and 14.20% of them finds milkfood products very costly.
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Q.8. Would you use milkfood products in future? a) Definitely b) Probably c) Not sure
7.10%
Definitely Probably
35.70% 57.10%
Not sure
57.10% housewives are sure about their usage of milkfood products in future. 35.70% are confused and 7.10% of housewives are sure that they will not use milkfood products in future.
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