1
Summer Training Project Report on: A Brief study on sale volume & market share of Sudha’s Flavoured Milk in Patna
Submitting in partial fulfilment of the requirement for the award of the degree of Bachelor of Business Management
BBM 2nd year Mr. Vipin Kumar (M.D., COMFED)
Mr. Rajeev Verma (Marketing Manager, COMFED)
& Mr. Prakash Kumar (Senior Marketing Supervisor, COMFED
Department of Business management Indian Institute of Management and Information Technology, Patna Affiliated to Magadh University, Universit y, Bodh Gaya, Gaya 2010-2011 2
Contents Sl. No.
Topic
Page No.
1. Profile of the study a. Declaration b. Executive Title c. Acknowledgement d. Executive Summary 2. Preface 3. Introduction 4. Objective of the study 5. Scope of the study 6. Limitation of the study 7. Methodology 8. Abstract 9. An introduction to the problem 10. History of COMFED a. Background b. Area of operation c. Physical performance d. Marketing e. Processing infrastructure 11. Real facts and previous year sales record 12. Graphical presentation 13. Curriculum activities by COMFED 14. Procurement 15. Customer’s questionnaire 16. Retailer’s questionnaire 17. Conclusion 18. Recommendations 19. Key Learning 20. Bibliography 3
Declaration
I Ravindra Kumar a bona fide student of Indian Institute Of Management And
Information Technology (Patna) would like to declare that the project entitled “A Brief study on sale volume & market share of Sudha’s Flavoured Milk in
Patna” is submitted by me as in partial fulfilment of 2 nd year of Bachelor of th
Business Management Management course and is my original work during the period of 16 July 2011 to 30th August 2011.
Date:Place:-
RAVINDRA KUMAR (Signature)
4
Executive Title Since this study is of short duration (one month) and I research deeply about the milk industry and its market, channel of distribution, customers and its strategies. Hence my project title is:“A Brief study on sale volume & market share of Sudha’s Flavoured Milk in Patna.”
Objectives: To understand the Milk industry and its complete distribution chain. Since the Milk industry is related to its heavy manufacturing plants and
lastly to retail shop that helps to understand the processes and Retail Management. Since it has more and less seasonal demand which could help us to
understand the average production and speed production of the product. To know about the production process of Milk Product. To know about customer perception and market demand of Sweets. To earn particle knowledge. To understand how a project is prepare and how it helps a company in
his development. This project also helps me in understanding the complete distribution
channel and benefits and problem of supplier and retailers. In this project I also came to know about the operation management
and minimum inventory policy of the company since the product offered perishable products. The time management is very important in perishable product and I learn a lot about that in this project.
5
Acknowledgement
This project is a synergistic project of many minds which began in first week of July 2011. This project is never completed without colossal support and great encouragement provided by the members of COMFED, Patna, and the Director DR. CHAKARADHAR SINHA of my college, which enhance my capabilities and always encourage my efforts in this competitive market of Indian Business World.
I am also indebted to the employees of “ COMFED situated in Patna" for their
valuable support and help in making this project to a huge success and a learning experience for me.
I would sincerely thanks to my teachers and staffs of COMFED for his support and encouragement for providing me such a great support to work in this project with (SUDHA).Along with this I would also like to express my gratitude to each and every person involved directly or indirectly in this project and help at any point of time to complete my valuable project.
6
EXECUTIVE SUMMARY The training at Patna Patna Dairy Project, COMPFED COMPFED helped me to gain the the practical experience and the study conducted by me centres around the importance and position of different dairy industries.
A thriving dairy sector is of vital importance to every person specially farmers. It provides milk, Ghee, Cheese other products to every person. It provides a source of income to rural and urban enterprises and productive individual sand also a way for the farmers to make their living standard high. During my summer training training in Patna Dairy Project, COMPFED, COMPFED, the basic focus of my my training was on comparative analysis of pouched liquid milk of SUDHA. Under this project I had to find out the different players carrying on business of liquid milk in Patna and also their market share in the same region. After that we had to make comparative analysis so that we can recommend suggestion to the Patna Dairy Project, COMPFED to increase its share in the market in Patna. The training was quite a comprehensive one in it self.
7
8
PREFACE I feel my selves very grateful that we have got an opportunity to do the summer training in SUDHA where the management and working culture are quite excellent. It gives us immense pleasure to have successfully undergone training in the FMCG sector, which is the up coming sector in the industry. This training was quite a comprehensive one in itself, it helped us have the first hand experience in: -
Identification Data collection Analysis Recommendation/Suggestion
IdentificationIt is the process of defining the marketing problem and marketing research problem.
Data collection and managementIt mainly involved maintaining a list of prospects with details and classifying on certain basis thus providing the required database.
AnalysisIt is the process of editing, tabulating, and interpreting the data so that recommendation for action can be effectively made.
RecommendationIt is the last step which involves the feedback, and suggestion for the project.
9
INTRODUCTION Milk is the nutrient-rich liquid secreted by the mammary glands of female mammal’s .The female ability to produce milk is one of the defining
characteristics of mammals. It provides the primary source of nutrition for newborns before they are able to digest other types of food. The early lactation milk is known as colostrums, and carries the mother's antibodies to the baby. It can reduce the risk of many diseases in the baby.
The Bihar State Co-operative Milk Producers’ Federation Ltd. (COMPFED) was established in 1983 as the implementing agency of operational Flood programme of dairy development on “Anand”pattern in Bihar.
10
Objective of the Study Objective of Internship Training:-
To know the organization structure of the company. To know functions of various departments. To understand the work culture. To help student to develop necessary interpersonal and managerial
Skills. To gain well rounded view of Management operations. To gain first hand experience from industry.
or ganization in the industry. To make assessment of the organization
11
Scope of the study The scope is limited to the extent of the place, time, organization and their information collected during the project. It is done as a part of academic study. The scope o f the study limited to information supplied by the Department Head and information collected by standing order and settlement copies of the company. The information collected is limited to the academic knowledge gained by the student during the study of the course.
12
Limitation of the Study The study is not proposed to be an expert study as it was done by a student for the purpose of a partial fulfilment of the course in the in plant training, which is an integral part, in completion and reward of BBA. The Study was conducted in a short period of six weeks, and so the finding cannot be generalized for all times. Some of the information's being confidential was not included in the study. The scope of the study by and large is very vast. It is difficult to satisfy all the areas; therefore an attempt is made to cover as much as possible.
13
Methodology: The data collected for this report is as follows: Primary data Secondary data
Primary data: The primary data is collected through:
1. Personal observation. 2. Interview with: •Consumers •Marketing Department •Account Department •Procurement Department
Secondary data: The secondary data has been collected with reference to various records of the company, Such as: 1. Website: www.compfed.co.in 2. Files
14
Abstract Dairy industry is of crucial importance to India. The country is the world’s
largest milk producer, accounting for more than 13% of world’s total milk production.
It is the world’s largest consumer of dairy product, consumer almost 100% of
its own production.
In the organised dairy industry, the cooperative milk producer have an 80% market share. During the operation flood era (1971-1996), an integrated cooperative dairy development programme on the proven Anand model was implemented implemented in three phases, the National Dairy Development board being the implementing agency. The Dairy Board planned and spearheaded India’s dairy programmes by placing dairy development in the hands of milk producers.
There are 15 state milk marketing federations, COMFED being one of them. COMFED is a dairy cooperative in Bihar that has been primarily responsible, through its innovative practices, for it to become the leading producer of milk and milk products in Bihar, along with its presence in neighbouring States. The distinctive features of this paradigm involve managing a large decentralized network of supplier and producers, learn and efficient suppliers and producers, simultaneous development development of market and suppliers.
15
An Introduction To The Problem Now a days most sensitive problem is better solution of problem in the world of marketing management consumer wants better solution of any problem. Benefits and satisfaction the consumer are getting from goods manufacturing to service generation since the concept of marketing management has changed and now it becomes as consumer oriented. The marketing managers are supposed to perform multidimensional responsibility. Must of the company tries to develop the technology to improve there products and services to satisfied the customer. To satisfy the consumer demand by supplying the right product to right place and on the right time. By globalisation and information revaluation where free trade is imposed in all over the world. For any company to service in the market its distribution channel should be strong. If the distribution channel of any organization would be sound than only it can be complete with its competitors. As for this particular organization is concern it produces milk and milk’s products which are so perishable in nature. So much products requires minimum time reach in the hands of customers beginning from their manufacturing. So managing sound distribution network is always a crucial job of marketing manager of the concern organization. Because it is the time factor that counts the effectiveness of the manager. Overall distribution strategy involves two things:I . Decision regarding physical movement of goods. II . Decision regarding route of channel of distribution. distribution. But before the decision regarding physical movement of goods it is necessary to decide the route through which the products will move. The longer the distribution channels the more time and money will be invested. So managing an appropriate sound distribution channel is always an important job of marketing manager. As a student of Business Management I have also tried to understand the mechanism of distribution channel of Patna Dairy. After getting an opportunity to apply my theoretical knowledge to the real situation in the Patna Dairy (a unit of Bihar State Milk Co-operative Federation Limited.
16
HISTORY OF COMFED ( Bihar State Milk Co-Operative Federation Ltd.) 1. Background The Bihar State Co-operative Milk Producers’ Federation Ltd.(COMPFED) came into existence in 1983 as the implementing agency of Operation Flood (OF) programme of dairy development on Anand pattern in the State. All the operation or erstwhile Bihar State Dairy Cooperation were handed over to COMPFED.
2. Area of operation
There are six district level Milk Producers' Cooperative Unions affiliated to the Milk Federation. These milk unions are covering twenty-six districts and in addition five districts are being covered by the Federation. Different milk unions, which are organising the DCS network in these districts, are as follows:
i.
Vaishal Patliputra Milk Union, Patna covering Patna, Vaishali, Nalanda, Saran and Sheikhpura districts.
ii.
DR Milk Union, Barauni covering Begusarai, Khagaria, Lakhisarai and part of Patna Districts.
iii.
Tirhut Milk Union, Muzaffarpur covering Muzaffarpur, Sitamarhi, Sheohar, East Champaran, West Champran, Siwan and Gopalganj.
iv.
Mithila Milk Union, Samastipur covering Samastipur, Darbhanga & Madhubani districts.
v.
Shahabad Milk Union, Ara covering Bhojpur, Buxar, Kaimur & Rohtas districts.
vi.
Bhagalpur Milk Union, Bhagulpur: Covering Bhagulpur , mungar, Banka and Jamui Districts
17
The Milk Federation has already taken up organisation of Dairy Co-operative Societies (DCS) in the districts of Gaya, Jehanabad, , arwal and nawada under magudh dairy project and .work has been initiated in Saharsa, Supaul and Madhepura districts. However, kosi dairy project will be covering Kishanjung, katihar, Purnia, and Araria districts also. The districts of East and West Singhbhum, Ranchi, Bokaro, Dhanbad, Jamshedpur and other districts of Jharkhand is covered by the COMFED(dairies) directly also under the control of Milk Federation for the supply of milk and milk products to the urban consumers in these cities. Procurement of milk has been taken up in Ranchi districts only. The Milk Federation has already taken up organization of Dairy Cooperative Societies (DCS) in the districts of Gaya, Jehanabad, Bhagalpurand GOI has approved a proposal for dairy development in Supaul, Madhepura and Saharsha districts. The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad are being covered by the dairies directly under the control of Milk Federation for the supply of milk and milk products to the urban consumers in these cities. Procurement of milk has been taken up in Ranchi district only.
3. Physical Performance Performance Because of initial teething troubles and the set back caused by the natural vagaries, the progress was impeded. Regaining of confidence of the milk producers in the cooperative dairying system shattered due to poor management by erstwhile Bihar State Cooperation earlier was also of one of the major reasons for sluggish growth. Lack of functional infrastructure in the sphere of animal husbandry, especially in breed improvement, artificial insemination (AI) and animal health cover also contributed to the torpid progress. Policy decisions taken six to seven years ago have changed the trend of growth in all quarter’s of cooperative dairying in Bihar. In the earlier years, the emphasis was on the horizontal of dairy cooperative network. Now the strengthening / consolidation of the dairy cooperatives is being done to make them viable and gradual expansion of area is also being done. Achievements under different activities are summarized in the following pages.
18
The physical performance indicators are showing a steady growth. The policy decisions taken to make it a truly farmers organisation organisation is shown shown the achievements listed below.
DCS Organisation and Membership Sudha” milk and milk product has become a symbol of quality. As on date nine out of ten dairy plants are ISO:9001:2000 and HACCP:IS:15000 HACCP:IS:15000 :1998 certified. “
4. Marketing A. Liquid Milk Marketing In the initial years, the emphasis of COMFED was on organising DCS and educating farmers. In the initial years the milk sale moved at snail's speed from Later, marketing was given a boost by considering it a thrust area. About five to 100.55 thousand litres per day in 1987 to 106.54 thousand litres per day (TLPD) in 1992-93. However, strategies adopted in 1993-94, changed the trend completely. Year 2003 was declared as "Market Development Year". The daily average milk marketing has now reached a level of about 531 TLPD showing a continued increase which is depicted below:
Marketing of milk and milk products is being in about 80 to 85towns / cities through 7839 (407) outlets in Bihar and Jharkhand. 7 lakhs 81 thousand litre per day sale in Bihar and Jharkhand covered by COMFED. It is being marketed in areas as far as Guwahati and Calcutta besides in cities like Varanasi and Siliguri. In order to boost the sale of liquid milk, the dairies adopted the following strategies:i.
Continual improvement in the quality of milk. It was achieved as a result of taking up taking up Dairy Plant Management (DPM) and Quality Assurance Programme(QAP) by all the dairies with technical and financial assistance from NDDB / Compfed. Nine out of ten 19
dairies of Compfed, namely, Patna, Muzffarpur, Ranchi, Bakaro, Gaya, Bhagalpur, Jamshedpur, Barauni and Samastipur dairy have already been accredited with ISO : 9001:2000 and HACCP :ISO and HACCP certification. Bihar is one of the few States in the country which has been permitted by the National Dairy Development Board to use the “Mnemonic” symbol on the confirming the quality standards fixed by
NDDB. ii.
Reaching close to the consumers by expanding the retail network and establishing new whole day milk booths. Strengthening of doordelivery system.
iii.
Strengthening of marketing teams by inducting professionals and better supervision.
iv.
Service to retailers and reddressal of consumer complaints.
v.
Liberalising the terms for appointment of retailer’s viz. re duction in
the security deposits, facility for cash collection, increased commission, etc. vi.
Creating consumer awareness and education.
B. Milk Products Marketing With a view to improve the financial viability of dairies, broaden the product mix to serve a larger section of the population and improve the disposal of milk procured by the DCS, the dairies have resorted to the production of long shelf –life, value added and fresh milk products(indigenous milk based products /
sweets). The product mix comprises of Ghee, Table Butter, Ice Cream, Dahi (Mishti and Plain), Lassi (in sachetsand Tetra Bricks), Flavoured Milk, Peda, Kalakand, Gulabjamun, Rasogulla, Paneer (vacuum-packed), Milk Cake and Khoa. Besides these products, surplus milk is conserved in the form of white butter, skim milk milk powder (SMP) and whole milk milk powder (WMP), (WMP), which are mainly consumed by own dairies. Dairies are in the process of mechanising the production processes for having better hygiene, improved sheltie life and commercial production. All the products are sold sol d under ‘SUDHA’ brand name.
20
AI's Performed Adequate arrangements have been made to expand the coverage of dairy cooperative societies under this program. For AI training, training facilities available at Compfed hqr are being utilised and some persons are provided training at ERDTC, Siliguri, a NDDB managed training centre. Around 80% of the total functional DCS are covered under this program.
Animal Health Program
Main activities under animal health (AH) program include prophylactic vaccination, deworming, mastitis control program, organisation of veterinary/infertility camps and treatment of veterinary first ais cases. Resume of different components of AH program is as follows. Prophylactic Vaccination
Around 2665 Veterinary First Aid (VFA) centres have been established which do the vaccinations. Prophylactic inoculations are mainly done against Foot & Mouth Disease (FMD), Haemorrhage Septicemia (HS), Black Quarter (BQ) and Theileriosis diseases. During 2001-02, after initial trial, mass vaccination with Trio-o-vac (combined FMD, HS and BQ vaccine) on the lines of Pulse Polio vaccinations in children was taken up. During 2009-10 about 16.35 lakh vaccinations have been done.
Mastitis Control Program This program has been taken up with the technical assistance from NDDB. Under this program, screening of milch animals is done using "Mastect". The doubtful or sub-clinical cases are given treatment. Awareness amongst the milk producers is created for disinfecting the udders and teats after milking with a view to check the infection of animals. Milk unions provide necessary disinfectant and teat cups to the milk producers on cost basis.
21
Deworming Worm infestation in the milch animals affects the productivity adversely. Hence, for improving the productivity and health of animals, deworming with broad-spectrum anthelmintics anthelmintics is arranged regularly by the milk unions.
Veterinary Camps The milk unions organise veterinary camps where the milk producers bring their animals for treatment.
Feed and Fodder Since, seventy five to eighty percent of the cost of milk production depends on the feeding of milch animals, this is very important affecting the economy of dairying activity. Both green fodder and balanced cattlefeed are required to be fed in appropriate quantities for optimising the output i.e. the production and also to maintain the health of the animal. The farmers in select dairy cooperative societies are being provided training through a computerised nutrition balancing system with the help of National Dairy Development Board. Adult Cattlefeed (ACF) and Bypass Protein Feed (BPF) is manufactured by our cattlefeed plants (CFP) located at Patna, Ranchi and Muzaffarpur. The total installed capacity of these plants is 260 Metric Tonnes Per Day (MTD) The cattlefeed produced by these plants is supplied on cost basis to the farmers. Besides manufacturing BPF and ACF, CFP Ranchi also manufactures other livestock feeds to meet the requirement of Govt. farms in Bihar and Jharkhand. During 2009-10, the sale of cattlefeed to DCS was 57.55 thousand MTs. Green fodder is equally important in animal nutrition. Besides providing important nutrients, it helps in reducing the intake of balanced cattlefeed and in turn the cost of prodction. After prolonged extension work and persuation, the farmers have started not only the cultivation of different fodders in their fields but have started the production of fodder seeds. Another important scheme under fodder development has been the treatment of straw with urea, which not only increases the palatibility of dry fodder but increases its nutritional value also. Feeding of urea treated straw helps in reducing the cost of production of milk. Farmers have now taken it up on regular basis and during 2009-10 about 11613 MTs of straw has been treated. 22
Training / Manpower Development Capacity building / skill upgradation has been given maximum emphasis in implenting the dairy development program. This has been achieved through regular training of milk producers, management committee members (MCM) of DCS, staff of DCS / milk unions of Compfed. Training of milk producers, DCS staff and MCM has been mainly arranged at the Compfed training centre at Patna. Training programs organised at Compfed's training centre include programs of Society Operation for Secretaries, Orientation of MCM, AI & VFA training, Dairy Animal Management, Legal Literacy & Women Empowerment. Refreser courses and tailor made programs as per need of milk unions is also organised.
Name of the Program Secretaries MCM DAM Al Other Total
Total trained 3194 25297 3249 746 3548 36034
Women 422 5473 636 81 2762 2762
Clean Milk Production Besides creating awareness amongst the milk producers about importance of clean milk production (CMP) program, efforts are made to install bulk coolers and link the DCS covered under CMP with these bulk coolers. Other actions taken include - Preponing arrival time of milk vehicles at chilling centres / dairy docks, use of Stainless Steel milk cans, sanitization of milk cans, vigerous testing of adulterants etc.
23
Plant
Name of the Plant Patna Barauni Muzaffearpur Samastipur Arrah Jamshedpur Ranchi Bokaro Bhagalpur Gaya Purnia Kaimur Gopalganj Total
Capacity(TLPD) Capacity(TLPD) 150.0 200.0 150.0 200.0 100.0 100.0 100.0 100.0 25.0 35.0 10.0 10.0 10.0 1190.0
Management VPMU BMU TMU MMU SMU COMFED COMFED COMFED COMFED COMFED BMU SMU TMU
24
Procurement The milk procurement due to sustained effort is showing growth year after year. The daily average milk procurement during 2009-10 averaged 738.77 thousand Kgs per day (TKPD). The peak procurement crossed 11 Lakh kgs.
It has been possible due to action taken during past seven to eight years to change the trend of milk procurement are as below: Timely and regular payment to milk producers
i. Attractive procurement price ii. Induction of crossbreed cows in the DCS iii. Regular supervision
25
Organisational Organisational Structure of COMFED, Patna
Chairman
M.D.
G.M.
Manager (Marketing)
Dy. Manager Marketing
Assistance Marketing Officer
Manager (Procurement)
Manager (Accounts)
Manager (Personal)
Dy. Manager (Accounts)
A. O.
A. A. O
26
Chief Manager (Procurement)
Gr. Leader all Different Campus
Route Supervisor
Manager (Marketing)
In-Charge
Asst. Manager
Technical Officer (Product)
Marketing (Supervisor)
Marketing (Assistant)
27
Delegation of Authority
Board of Directors (Chairman)
Managing Director
Manager
Deputy Manager
Assistant Manager
Technical Officer
Junior Engineer
Supervisor
Assistant
Worker
28
COMFED (Sudha) performs many extra activities relating to their products which can help the organisation or ganisation in his sale growth and advertisement also. Sudha’s “Dahi Khao” contest is one of the examples of that thing.
Figure showing participants of “Dahi Khao” Contest
29
30
My project is titled “A Brief study on sale volume & market share of Sudha’s
Flavoured Milk in Patna” which is totally concern with the Sudha’s product of flavoured, before discussing all the points related to this. I just described some details about COMFED and Sudha. In few next page History of COMFED is described and after that the exact sale figure of flavoured milk and graphical presentation is shown.
Flavoured milk is introduced in market as substitute of Sudha Lassi, it has few reason that few customers don’t like the Dahi from which Lassi is made. These
two product is came under the category of ready made drink which can be used any where like in home, during travel, in cinemas hall and many other places.
When flavoured milk was introduced, it is really new product for consumers. But when the customer tried it they really liked it. This is because of its taste, price and not to say for Sudha quality. Its starting sale in 2006-2007 is of 72125 bottles of 200ml which earns Rs. 624782.85 for COMFED.
From the sale figure above described, it can be said that it is a success product of Sudha. After 2007 there is rapid increase in the sale of flavoured which is show in my project by the help of graphs.
During my six weeks training, I gone through deeply study. I know my project is of short time which effect my project standard but I really used these six weeks as Sudha’s information week.
31
Item wise sale summary to distributors during 2010-2011
Product
Unit
Qty.
Amt (Rs.)
VAT
Total (Rs)
Peda 100g
Kg
108433.00
17218636.22
-
17218639.22
Peda 250gm
Kg
180314.00
26907209.04
-
26907203.04
Paneer (V-Pack) 200g Paneer (V-Pack) 100g Paneer (V-Pack) 500g Plain Dahi 500g (Pouch) Misti dahi 100g
Kg
412486.00
53649576.90
6706202.45
60355779.35
Kg
14298.00
2040844.91
255107.06
2295951.97
Kg
70367.00
9023689.28
1127961.19
10151650.44
Kg
6207.50
224918.45
-
224918.45
Kg
221745.60
13662095.48
-
13662095.48
Plain Dahi 200g
Kg
178804.80
10103238.46
-
10103238.46
Plain Dahi 500g Plain Dahi 5kg
Kg Kg
49760.00
1897910.25
-
1897910.25
Plain Dahi 18kg
Kg
93672.00
3470728.68
-
3470782.68
Ghee (Pouch) 200ml Ghee (Pouch) 500ml Ghee (jar) 500ml
Lt
16795.00
3787325.90
151492.69
3938818.59
Lt
295144.50
63801974.31
2552078.95
66354053.26
Lt
5457.00
1214395.62
48575.82
1262971.44
Ghee (jar) 1000ml Ghee 15 kg (TIN)
Lt
6446.00
1387224.28
55489.17
1442713.45
Kg
1005.00
222909.00
8916.36
231825.36
Kg
21525.50
3873251.53
484159.88
4357411.41
Kg
639.00
109567.42
13695.96
123265.39
Lt
753432.80
26468967.60
-
26468967.60
Table butter 100g Table butter 500g Lassi (pouch) 200ml
32
Mattha 200 ml
Lt
21988.40
571478.00
-
571478.00
Milk cake 100g
Kg
1696.00
263179.62
-
263179.62
Milk cake 250 g
Kg Kg
2638.00
392.663.32
-
392.663.32
Kalakand 100g
Kg
6304.00
1001734.84
-
1001734.84
Kalakand 250 g
Kg
7122.00
1061792.72
-
1061792.72
Khoa Mithai 250 m Khoa 500g
Kg
-
-
--
-
Kg
24189.00
3499842.12
-
6423212.80
Rasgulla 100g
Kg
53854.70
6894648.16
-
6259766.04
Gulabjamun
Kg
48849.50
6423212.80
-
51461.31
Kg
62304.00
6259766.04
-
6259766.04
Kg
293.00
51461.31
-
51461.31
Kg
1815.00
173612.50
-
173612.50
Kg
33820.00
3195104.80
-
3195104.80
Kg
11432.00
1150509.36
-
1150509.36
Kg
201631.60
3220039.41
-
3220039.41
Kg
48849.50
6514166.54
-
6514166.54
Kg
63243.50
7671488.14
-
7671488.14
250 gm Gulabjamun 500 gm Gulabjamun 1 kg Gulabjamun 5 kg Gulabjamun 10 kg Gulabjamun 1 kg Tin Balusahi 1 kg Balusahi 250 gm Gulabjamun 250 gm
33
Gulabjamun
Kg
-
-
-
-
Kg
1730.00
189257.30
-
189257.30
Kg
25140.00
2575401.50
-
2575401.50
Kg
20988.00
2189761.16
-
2189761.16
Kg
6519.00
674041.73
-
674041.73
Kg
690.00
91770.00
-
91770.00
Kg
62304.00
6259766.04
-
6259766.04
Plain Dahi 400g
Kg
124145.20
6452650.68
-
6452650.68
Flavo (Coffee) 200ml Flavoured Milk 200ml Mango lassi 200ml Mango dahi 100g Ramdana 100g
Lt
-
-
-
-
Lt
76517.00
3904524.29
488065.53
4392589.82
Lt
214182.20
9604947.25
-
9604947.25
Kg
855.60
80368.20
-
80368.20
Kg
-
-
-
-
500 gm Gulabjamun 1 kg Gulabjamun 5 kg Gulabjamun 10 kg Gulabjamun 1 kg Tin Balusahi 1 kg (TIN) Balusahi 250 gm
Total Sale
3489143.90 324888116.78 11891745.03 336779861.81
34
Product group wise summary of sale to distributor during 2010-2011
Product
Unit
Qty
Amt (Rs)
VAT
Total (RS)
288747.00 44125845.26
-
44125845.26
-
-
Peda
Kg
Honey
Kg
Paneer
Kg
497151.00 64714111.03 80892703.67
72803381.76
Dahi
Kg
675220.70 35891964.20
-
35891964.20
Ghee
Lt
324847.50 70413829.11
2816552.99
73230382.10
Table Butter
Kg
3982820.95
497855.84
4480676.79
Lassi
Lt
967615.00 36073914.85
-
36073914.85
Mattha
Lt
21988.40
571478.00
-
571478.00
Milk cake
Kg
4331.00
660839.94
-
660839.94
Ramdana
Kg
-
-
-
-
Kalakand
Kg
13426.00
2063527.56
-
2063527.56
Khoa
Kg
24189.00
3499842.12
-
3499842.12
Khoa Mithai 250g
Kg
293.00
51471.31
-
51471.31
Rasgulla
Kg
221709.70 24096853.66
-
24096853.66
Gulab Jamun
Kg
181582.60 22360114.05
-
22360114.05
Surbhi
Kg
161718.50 11646340.12
Flavoure milk
Kg
76517.010
9304524.26
488065.53
4392589.82
Sweet gift pack
Kg
434.00
64828.54
-
64828.54
Balushai
Kg
7209.00
765811.73
-
765811.73
Total
-
22164.50
-
11646340.12
3489143.90 32488116.78 11891745.03 336779861.80
35
Total Sale Figure of Flavoured Milk Name of
Quantity (Litre)
Total Amount
2006-2007
14425.00
624782.85
2007-2008
38123.00
1651202.44
2008-2009
47232.00
2179785.76
2009-2010
74251.20
2981057.39
2010-2011
76517.00
4392589.82
Financial Year
NOTE: 1 Litre is equal to 5 bottles of 200ml.
Total Sale Figure of Flavoured Milk Total Amount 4392589.82
2981057.39 2179785.76 1651202.44
624782.85
2006-2007
2007-2008
2008-2009
2009-2010
2010-2011
36
No. Of Bottles Sold During Five Years
2006-2007 72125
2007-2008
2008-2009
2009-2010
2010-2011
190615
236160
371255
382585
* Bottles showing the growth year by year in sale
37
Total Sale Figure of Flavoured Milk Name of
No. Of Bottles Sold
Total Amount
2006-2007
72125
624782.85
2007-2008
190615
1651202.44
Financial Year
2008-2009
236160
2179785.76
2009-2010
371255
2981057.39
2010-2011
382585
4392589.82
Chart Title 4500000 4000000 3500000 3000000 2500000 2000000 1500000 1000000 500000 0
4392589.82
2981057.39 2179785.76 1651202.44 624782.85
Total Sale Amount
38
Graph Showing Showing year wise net sale, growth and total total sale of flavoured milk
450000
400000
371255 371255
382585
350000
300000
236160 236160
250000 190615 190615
200000
135095
150000 118490 100000
72125
72125
72125 45545
50000
11330 0 2006-2007 Previous Year Sale
2007-2008
2008-2009
2009-2010
Growth in Respect of Previous Year
2010-2011
Total Sale amount
39
Graph Showing year wise growth of flavoured milk Growth
Column1
Column2
135095 118490
45545
11330 0 2006-2007
2007-2008
2008-2009
2009-2010
2010-2011
40
41
After considering the taken survey from customer of flavoured milk, few point come out which is shown below by the help of pie diagrams: 1. This pie diagram shows that how many percentage of customer use Sudha’s flavored milk, how many percentage of customer use Amul’s
flavored milk and how many percentage of customer use Sudha’s and Amul’s boths flavored milk.
Customer's Choice Sudha
Amul
Raj
Other
8% 8%
48%
36%
42
2. This pie diagram shows that from Sudha’s flavored milk how many customers are satisfied and how many customers are unsatisfied on the basis of price, availability and quality.
Customer satisfaction Satisfied
Unsatisfied
25%
75%
43
Which media makes you aware about SUDHA 80 70 60 50 40
No. Of respondent
30 20 10 0 Newspaper
Television
Hordings
This shows the major source of awareness about Sudha brand among consumer is hoarding and newspapers, whereas whereas nearly all of the respondents have not seen Sudha advertisement on television. Therefore Sudha should concentrate more toward this aspect.
Form where the customers purchase Sudha flavoured milk70 60 50 40 No. of respondent
30 20 10 0 Retailer
Sudha Parlor
Home Delivary
This shows that people buy Sudha flavoured milk from retailer. A significant group of consumers buys from Sudha parlour. So sudha should considered opening more of sudha parlours. People do not consider buying direct much attractive.
44
Are Sudha flavoured milk always available when demanded by you-
Yes No
In most of the cases, Sudha flavoured milk were not available when they were demandedby the respondent. This may prove bad for Sudha in the long run, so it shold give gue consideration to it.
Does packaging of flavoured milk affect your purchase decision-
Yes No
Consumer find packaging of product appealing and it affect their purchase decision. Sudha should packaging of its product more attractive with constant innovation.
45
46
Conclusion This project has helped me to understand about Sudha and its customers , its product especially about flavoured milk which is my project topic, its strategy adopted for distribution, their position in market and also customer’s perception. Sudha has good
brand image in the mind of the customer as well as retailers but due to lack of suppl y of flavoured milk, the retailer and customer are switching to other b rands. During my project I come to know whole thing about flavoured milk. Its distribution process, supply chain, its demand etc. COMFED has a good sale force, good business strategy and quality standard. But on the other hand it has also some weaknesses. It has week supply chain regarding flavoured milk. Few customers don’t like its price. High price of sudha’s
flavoured milk directly related to its bottle. Bottle is of glass and it is based on use and through. If we think about its substitute then I think price should decrease to some extent. Sudha’s flavored milk is top in the list among different brands.
Most of the customer prefers Sudha’s flavored milk. Share of Sudha flavored milk is increasing very gradually and it is good sing for the Sudha Company. Customers are not properly aware of the promotional activity regarding flavored milk. Most consumers prefer Sudha flavored milk because of its quality and brand name. In case of availability, it has not adequate supply in market. In many areas of Patna it has no supply. In term of price, the customers have mixed views about that.
47
Findings:Sudha’s flavored milk is neither very old nor very new product. So the
few customers have less knowledge about it. Sudha’s flavored milk is sold through its milk booth and from some
retailers. Patna is flourishing city, it is developing day by day from opening of malls in the city. But we have the supply of flavored milk is only one or two malls. I strongly suggest to supply it is all the malls and also in cinema halls and theater for increasing sale. Most of the respondent said that quality of Sudha product is the thing that they choose it. The respondent were using more of Sudha flavored milk when compares to the other brand. On question it was found that retailer were not happy with margin and availability. Retailer were selling different brand because from it, they were able to increases their profit. Measurable Measurable amount of retailer were not happy by the flavored milk. Few retailer were familiar with sale promotion activities undertaken by Sudha and few not. Some questions were asked with view to convert retailers into distributions, but due to above described problem they denied that. Few retailers and customer could not give their proper response due to lack of time.
48
RECOMMENDATIONS: Don't forget retailers and vendors- If the company will provide some gifts to retailers and vendors then the retailers will keep more of their stock and the mason will do buzz marketing for the company.
Conduct seminar and workshops- Lately Patna Branch has not been conducting any seminars and workshops whereas some of the other competitors regularly do. This will help Patna Branch to understand the retailers need and customer's problem and also create a good image in front of the retailers and by doing so they did well while handling the customers.
Frequent visit by the sales personnel - If the frequency of the visit by the marketing officer at the retailers counter & to the distribute is adequate than the company's relationship building activity will be strengthen which will facilitate the sale potential.
Adequate advertisement & publicity The Company has to do a lot in respect to the advertisement & media selection. For generating more sales it has to select the strong and visual channels. Since the people are becoming more health conscious so there most be some advertisement showing these stuffs.
Incentive schemes- Incentive schemes have to be lucrative which binds the retailers with the brand. He must feel motivated to sell more and get the proper benefit from it. Since there are many retailers whose main income is from SUDHA outlets so special emphasis are given to them.
Take care of your assets and remove the liabilities- COMFED must take care of it's assets like goodwill and brand image and remove the liabilities like weak supply chain, low advertising etc.
49
Availability of the products must be improved- Since there are about 14 products sold under the umbrella of SUDHA brand. The product assortments arc very large but the availability is very less for several products. Even holding booths don't have all products in their shelf. So make sure that all products must be available at least in the holding booths.
Take care of the Distributor supply strategy- since many retailers have problems with the distributors and they face a lot of discrimination from the distributor view. So if possible take the distribution in own hand fulfill the demand of the retailers and customers. Since retailers are got the chance to interact directly with the customers. So make the retailers happy so that they make the customers happy.
50
Key Learning
My project is for short duration but during this period of time I learn a lot from tile market and the Company. Know about the SUDHA’s products and its working style. Knowledge about the product differentiation in this highly competitive
market. Practical knowledge about making the marketing strategies and
analyzing the pros and cons of the strategies and using to redefine it in recommending again practically. Knowledge about competition in the soft drink market. Proper interaction with the clients as professional is also a great
learning. Knowledge about complete distribution channel. Knowledge about selling tile brand and brand awareness. I enhanced by listing ability as sometimes when you talk to respondents
retailers they start ranting about few points on and on so in that case you need to be calm and have a good listening ability like a good marketer. Work process inside the office and in manufacturing plant.
51
Website of Sudha Dairy (www.compfed.co.in) Report of Health an Nutrition Department by Government of India Annual report of COMPFED
Management Book:- By R. L. Varshney Marketing Management COMPFED Booklet Journal of COMPFED
52
