A SUMMER TRAINING PROJECT REPORT

ON
MARKETING

RESEARCH OF SUDHA BRAND

IN COMPETEIVE MARKET, BARAUNI

AT

BARAUNI SUDHA DAIRY

UNDER THE GUIDANCE OF MR.RUPESH KUMAR (MARKITING OFFICER) & SARIKA TOMAR PROGRAM DIRECTOR NIILM-CMS

SUBMITED BY CHANDAN KUMAR PGDM BATCH:-2010-12 ROLLS NO:-2010044

NIILM-CENTRE FOR MANAGEMENT STUDIES GR.NOIDA

REAL LIFE PROBLEM RELATED WITH CUSTOMER SATISFACTION OF SUDHA MILK

There is a place called IOCL Township at Begusarai.About 1246 employees are residing here in about 2617 homes. The population of township is about 13382 and the literacy rate of the town is 88.09% .According to sales manager of Sudha dairy there must be a daily sell of 1000 litre milk in this locality but the maximum per day sell is about 240-260 litre only. The number of milk parlours owned by Sudha is two only- one at Kapasaya chowk and second at Corporative market palace.

MANEGEMENT DECISION PROBLEM

Marketing research problem

The survey done by me gives following market research problem 1) 2) 3) 4) 5) 6) Quality of milk is not as proper as consumer wants. Distribution system is not proper. Lack of awareness level about milk. Lack in advertisement. High amount of difference in price of packed milk and loose milk. Lack of co-ordination between production system and distribution system

Objective of study

 To explore the current market scenario.  To find the various factors that affects the decision of milk purchaser  To access the percentage of loyal customer of sudha milk in selected area i.e. (IOCL town ship  To find out the reason why the sales volume of liquid milk supplied by DRMU under brand name sudha is not commensurate with the demand of the market. I.e. IOCL town ship.  To find out the reason behind the hurdle in maintain continuous and smooth supplies of sudha milk.  With the advent of new brand like ganga dairy, amrit etc.; to figure out the existing or potential threats to the sudha branded milk.  TO FIND OUT IF THE MARKITING STEPS IS TAKEN IN PAST HAS DELIVERED THE DESIRED RESULT AND IF NOT TO REASON FOR THAT.  To ascertain the area into which, if the marketing activity are intensified the desire sales volume is most likely to be achieved.  How organization further enhance distribution network for providing assured service to customer.

Research Methodology:
We follow the following process:  Gain knowledge about the marketing research form the various websites and books.  Carefully understanding the objective of our research.  Designing the appropriate questionnaire to get the proper responses from the respondents.  Getting the questionnaire filled up.  Finally analyzing the data and interpreting the results. Research tools: The main research tool that we have used is the questionnaire. A well developed questionnaire was designed to get the proper information in the form of responses from the respondents. We followed the following procedure to build the proper questionnaire.

Carefully study the research objectives and deciding the information that we need form the respondents.

Determining the sample population and sample size

Determine the type of questionnaire.

Convert each information objectives in to a simple question.

Determine the type of questionnaire

Scale measurement for the specific question is decided.

Questions are arranged in to a logical order and proper format.

Questionnaire is revised and evaluated for the purpose.

Final questionnaire is decided and meet to the respondent.

CONCLUSION

After the study of BARAUNI Dairy I saw all activities after that I found the dairy do Work well: Pricing is very reasonable for the product. And need to maintain attractive price. The distribution of the products is systematic. But as per customer demand milk also provided in evening shift for better use. I am satisfied to see this network system and customers are also satisfied. In Rural area also this dairy does work properly. Sudha is growing at very good place. As graph it is clear that costumer satisfaction of baruni diary is effective. And need too little bit improvement. There is different kind of service provided by company to customer to maintain the customer satisfaction better one, instead of all that there is also a dedicated management team for maintaining continuous and smooth milk and milk product supply.

Suggestion and recommendations:After analyzing & interpretation the date which was gathered from the customers & retailers through questioner would like to suggest these points of improvement, which may be essential for the organization. IMPROVING DISTRIBUTION CHANNEL AND MILK PARLOUR LOCATION


ELIMINATE THE POWER CUT PROBLEM:-(***FOR SUGEESTION SEE

 Home delivery of Sudha milk is demanded by the working ladies so this should be given response


Increase number of milk parlour and parlour location must be near to customer vicinity:-(***FOR SUGEESTION SEE EXIHIBIT:-2) INCREASING AWARENESS REGARDING PASTEURISITION MILK:-

 To create awareness regarding milk& milk products advertising should be give major emphasis/ thought...


Awareness level should be created for packed milk & its different product as they are not known by most of them. With the help of awareness camp, and milk test camp:-(***FOR SUGEESTION SEE EXIHIBIT:-3)

 Advertisement must be made in local language. IMPROVING SERVICE & PRODUCT STANDARD: Tetra pack of milk should be thought about new packaging as it has major demand for drinking purpose & easy use.  Call centre methodology should be attention as major customer demand for it.  Retailer need to improve their effort toward milk selling and for better customer service.  The test and smell of the packed milk are mostly disliked in regard of drinking, so need to work in this area. DECREASING PRODUCT PRICE


Price of sudha milk & its product should be modified as consumers are dissatisfied with its price. :-(***FOR SUGEESTION SEE EXIHIBIT:-4)

LIMITATION
Although the study has been conducted during the two month yet I came across a number of limiting factors & these have been instrumental towards the fact that the need to be mentioned here &without which the entire report would remain incomplete. The limitation which I came across can be picking out as follow: On many occasions the respondents were not willing to fill the questionnaire.  Sometimes the questionnaire had to be translated into local language to facilitate with the understand ability of the questionnaire.  Difficulty was also faced in procuring the secondary data as a process of certain specific information took sometimes.  Many times respondent were not co-operative & were reluctant to answer.  Sometimes the respondents displayed completed ignoring as they were the purchasers of milk from milk man.  The month of June July was the time of sunshine & later heavy rainfall which hindered the growth of survey.  Some of the respondents were not ready to answer some question. Thus those answers were made out of the inference drawn on the basis of conversion made with them.  Thus, some responses could be inaccurate.  There was initial resistance from the dealers themselves who were not ready to answer.  The size of sample as limited to time constraint through I tried to make it as repeatable as possible. Although I tried my best & selected only sensible & rationale consumer but, I could not have been percent unbiased

EXHIBIT:-1
Sudha dairy provides (240-260 litters) milk to the Sudha retail outlet at iocl by 6.30 am. This is kept and sold for the complete day. Morning milk is sold at evening too. In the middle of the day due to power cut. Milk is sour, therefore I recommend Sudha dairy provide milk in two shifts i.e.:1st shift during morning 6.30 am. Sell up to second shift. 2nd shift during after noon (2.30 to3.30 pm) sell up to closing of milk parlour.

ADVANCEMENT:1. YOU CAN KEEP OUT FROM SPOLING 2. IF PEOPLE ARE KNOW MILK IS AVILABLE IN EVENING AND THAT IS FRESH THEN THEY BUY MILK FOR EVINING MILK COUNSUMPTION.(BECOUSE AT THAT TIME LOOSE MILK IS NOT EASILY AVILABLE

3. INCREASE IN THE SELLS.

EXHIBIT:-2
THERE ARE TWO STORE LOCATIONS IN IOC TOWNSHIP, WHICH MAKE INCONVENIENT FOR THE PEOPLE WHO ARE DISTANCE FROM STORE, IOCL TOWNSHIP HAVE 13882 POPULATION. INORDER TO CATER CUSTOMERS MORE, STORE HAS TO BE INCREASE .I RECOMMNED DAIRY OPEN ANOTHER STORE AT..YELLOW POINT(I.E. NEAR TO STADIUM AND DAV SCHOOL)

CURRENT STORE

NEED HERE TO OPEN A MILK PARLOUR

EXHIBIT:-3
Even it is well proved by science that pasteurized milk is better than milk that is directly milked from cow and sold in loose form .But this does not fit in the mind of local consumer of IOCL Township who are educated enough to understand this fact(The literacy rate of the town is 88.09%). There psychology creates a good market for milk but not for pasteurized packed milk.

FOR THIS PERPOES SUDHA MILK DAIRY NEED TO COUNDUCT 1. AWARENESS CAMP 2. MILK TEST CAMP

FACT ABOUT TARGET PEOPEL WHO IS TARGET CUSTOMER WHO IS BING TARGETED

AWARENESS CAMP

MILK TEST CAMP

CHILD,OLD MAN,HOUSE WIFE A COMBINATION OF ALL(INFLUENCER AND DECIDER) SCHOOL TIME,EVENING WALK IN SCHOOL,PARK EMOTION(ENERGETIC AND HEALTH CONCERNED) MOSTLY DAILY YES AWARNESS ABOUT

EMPLOYED PERSON,HOUSE WIFE A COMBINATION OF ALL(BUYER AND DECIDER MORNING AND EVENING WALK TIME NEAR TO OFFICE,AND CLUB EMOTION AND SERVICES(HEALTH AND TIMELY AVILIBLITY) MOSTLY DAILY YES AWARNESS ABOUT

WHEN COUNDUCT WHERE COUNDUCT WHAT MOTIVATES HIM TO BUY WHEN DOES HE BUY NEED ANY PURCHASE FACILITATION INFORMATION

pasteurized milk

pasteurized milk

EXHIBIT:-4
Management should think over pricing beacuse traditionally price has been the majr determinate of a buyers across the globe. Although nonprime factors become quite important in the last few decades, price still remains an important factor in determining sales and profitability. There is data of Current bulk cooler and milk chilling centres of barauni dairy and Milk union with the help of Govt sponsored programme has established 9 bulk milk cooler.

Bulk Coolers
Bulk Coolers Saharsa Lakhisarai Capacity(TLPD) 2 5 Mgmt DRMU DRMU

Milk Chilling Centres/Bulk Coolers

This 9 new bulk milk cooler should be established in saharsa or lakhisarai.this will save the operating cost. I also will recommond to this firm that persently ,sudha dairy has every village milk collecting center,in order to cut cost and serve customer better ,they can reduce the collecting center in the ratio of 2:1 And one another recommondation that they use heavy milk container lorries over small truck ,in order to cut cost.