Professional Documents
Culture Documents
consumer
needs and wants into products and services ,specification ,creating demand for these products and services and then in turn expanding this demand".------- H.L.HANSEN
"Marketing management is the analysis, planning, implementation and control of programmers designed to bring about desired exchanges with target audiences for the purpose of mutual or personal gain. It relies heavily on the adoptions and coordination of products, price, promotion and place for achieving effective response."----------PHILIP KOTLER
2.
3.
variety of goods transported from different places under a common roof for re-sale.
2. SUPPLY FUNTIONS:
3. FACILITATING FUNCTIONS:
a. The demand for the product. b. Nature of the product c. Cost of the product d. Extent of competition e. Condition of market
GRADING: This refers to the classification of goods into welldefined classes on the basis of certain standards. The main objective of grading is to introduce uniformity.
2.
3.
4.
5.
2.
3.
4.
promotion depends on: The nature of communication The target audience The environment in which it is received
The receivers' perception of the sources The medium used to transmit the message
TYPES OF STRATEGY:
1.
2.
It asks whether the company is on cutting edge of technology and business innovation. There are 3 types: 1.pioneers; 2.close followers; 3.late followers.
3.
or business purchaser. Modern retailing is fiercely competitive and innovative oriented. It is populated by an ever-growing variety of institution and buffers by a highly fluid environment. The basic elements of competition in retailing are: Margin and inventory turnover goals. Variety and assortment. Location and convenience. Customer service.
as supported
by
vice-chairman-
IDA (east zone) has emerged, other than a platform for assimilation and dissemination of knowledge, as an important tool for policy making in the diary sector, in the eastern India. Besides, the IDA in the recent time has also succeeded to focus itself at the national and international fora. The IDA (east zone) organizes seminars, symposia and exhibitions on a wide range of topics catering to various segments of professionals, scientists, institution and organizations associated with development of dairying in India.
OBJECTIVES
OF
IDA
(INDIAN
DAIRY
ASSOCIATIONS)
To provide opportunities for the dissemination and exchange of knowledge and ideas gained from experiments and experience through meeting,conference,seminars and for collaboration between persons and institution interested in research & planning and those in production, processing and marketing. To practice and promote a high standard of objectivity, scientific expertise and technical proficiency. To encourage and promote scientific research and development related to dairying. To assume any responsibility or functions when asked to do so on behalf of Government towards the advancement of dairying.
11
ROLE
OF
IDA
(INDIAN
DAIRY
ASSOCIATIONS)
Transmission of technical/scientific information to the members both to individual as well as institutions. This is achieved through publication of Indian Dairyman and Indian Journal of Dairy Science. Indian Dairyman, a monthly periodical, is a mouthpiece of the dairy industry, which besides publishing technical, scientific and trade-related articles, updates its members with latest information in dairy industry, including status in regard to domestic market prices. Indian Journal of Dairy Science is a bimonthly journal, which primarily covers research articles. To organize periodic Conferences, Seminars and workshops on subjects of current interest. To maintain an inventory of dairy scientists, research workers and dairy planners and professionals employed in the different sphere of the dairy industry con sultans in the field. To undertake consultancy projects both overseas as well as in the country whenever such a request is received from any central ministry of the Government of India. IDA being a representative body of the Indian dairy sector does time-to-time; intervene on the policy issues like presentation of pre-budget memorandum, addressing issues arising out of the tariff rates, import/export, and sanitary standards including PFA issues etc.It has also been trying to address the issues arising out of WTO/SPS etc.
12
To IDA has got a fairly well equipped Library and maintains a Data Bank, which stores information on Indian Dairy Industry as well as International Dairy Industry.
CHAPTER 2.0
13 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
The major problem of business to business is formulation and implementation of effective marketing strategies. The success or failure of any organization depends on the effective marketing strategies. Therefore, an attempt has been made to study, understand and evaluate the existing marketing strategies of MOTHER DAIRY, CALCUTTA.
15
Research instrumental structured questionnaire. Method: personal interview over the telephone.
(2010)
16
3)
4)
5)
6)
18
by encouraging co-operative movement & marketing the surplus milk available from the villages, thus helping the milk producers to realize their own potential for organized Endeavour & the creation of more rural wealth in the shape of 'Anand Pattern' as profounder by Dr. V.Kurian, The Milkman of INDIA. In November 1996, the management of Mother Dairy was taken over by West Bengal Cooperative Milk Producers Federation Ltd. It is selling Milk & Milk Products like Mishti Doi, Flavored Yoghurt, and Plain yoghurt, Paneer, Cow Ghee and Packaged Drinking Water. Now it has started diversifying its activity by selling the produce of other Cooperative, Unions of West Bengal and other States as Mother Dairy has a strong marketing network. Under Operation Flood III in the year 1997, the processing capacity of the plant was increased from 400,000 litres per day to 600,000 litres per day. In the year 2000, Mother Dairy Calcutta received ISO 9002 certification and in the year 2001 Mother Dairy received HACCP Certification. Our certification agency is internationally renowned D.N.V [DET NORSKE VERITAS, NETHERLANDS]. Mother Dairy has also received Environment Excellence award [2000 - 2001]. In the year October2003 Mother Dairy Calcutta received ISO 9001:2000 and the certification agency is SGS India Pvt. Ltd., a renowned London based Organization.
3.2 OBJECTIVES
To bridge the gap between the rural milk producers in the
19 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
villages and the 1. Urban consumers in the cities. 2. To eliminate the middleman in the milk market. 3. To ensure remunerative prices to the village milk farmers through village co-operative societies. 4. To ensure good quality wholesome milk for consumers at reasonable prices at their doorstep.
3.2 MISSION
To sustain market leadership in the production and marketing of a variety of liquid milk and milk products with assured quality at an affordable price, covering all market segments and to maintain the growth, prosperity and unity of all internal & external consumers.
3.3 VISSION
1. MOTHER DAIRY CALCUTTA with full dedication and teamwork shall strive to delight internal and external customer through quality product and services. 2. MOTHER DAIRY CALCUTTA shall create an environment where stakeholders feel happy and the system will be eco-friendly. Through innovation, continuous learning and consistent improvement MOTHER DAIRY CALCUTTA shall achieve sustained growth and excellence.
20
Eastern India [Specially at Kolkata ] in the year 1978 2. Mother Dairy Calcutta has first introduced loose milk selling through automatic coin operated Booth first in Eastern India [Especially at Kolkata] in the Year 1980. 3. Mother Dairy Calcutta has first introduced the Highly perishable cultured milk product like Mishti Doi and Yoghurts through pilfer proof cup under sealed condition having 6 days self life under normal refrigeration breaking the tradition of selling this product through earthen pot. 4. Mother Dairy Calcutta has first introduced the cultured milk products in Eastern India in most of the domestic and international flights operating from Kolkata. 5. Mother Dairy Calcutta has first introduced cultured milk products in Eastern India in most of the trains especially in Rajdhani Express, Coromondal Express, Bombay Mail operating from Howrah and Sealdah. 6. Mother Dairy Calcutta has first received the National Productivity Award in the Eastern India Dairy Industries. 7. Mother Dairy Calcutta has first accredited the ISO 9001: 2000 certification in the Eastern India Dairy Industry.
21 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
8. Mother Dairy Calcutta has first achieved the HACCP certificate in the Eastern Dairy Industry. 9. Mother Dairy Calcutta has first received the Environment Excellence award [2000 - 2001] in the Eastern India Dairy Industry.
DEPUTY MANAGER
ASSITANT MANAGER
SUPERINTENDENT
Mother Dairy Calcutta (MDC), as a matter of a policy procures milk from co-operative milk producers unions and state co-operative Federations. They in turn procure milk from milk producers through village level cooperative network. This assures remunerative prices throughout the year to the producer members. This price incentive to the producer and this assurance of market throughout the year to the producer members. The Dairy Procures wholesome fresh milk from different village co-operative, Milk Unions, State Federations all over India and is transported to our plant through insulated Rail Milk Tanker &Road Milk Tankers. This price incentive to the producers and this assurance of market throughout the year has encouraged the rural producers to produce more milk. The technical input programs such as supply of balanced cattle feed; artificial insemination and animal health care have resulted in increase in yields from animals. The rural producers therefore have started earning a better living. MDC gives priority to milk procurement from WEST BANGAL CO-OPERATIVE UNIONS. All the surplus milk procured by the co-operative unions within the state is purchased by MDC at premium price. Like any other agricultural commodity, there are regional and seasonal imbalances in the production of milk also. With MDC it has been possible to meet increasingly the deficit of milk in west Bengal from the surplus of other states. The raw milk is basically collected from the following milk producers co-operatives in west Bengal:
23 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
WEST BENGAL CO-OPERATIVES MILK PRODUCERS UNION LTD,W.B ICHAMATI DAIRY CO-OPERATIVES UNION LTD,W.B SUNDARBAN CO-OPERATIVES LTD,W.B BHAGIRATHI CO-OPERATIVES LTD,W.B MIDNAPUR CO-OPERATIVES LTD,W.B DAMODER CO-OPERATIVES MILK PRODUCERS UNION LTD,W.B KISHAN LTD,W.B Apart from there MDC receive milk from Bihar, Karnataka, Andra Pradesh, and Gujarat by insulated RAIL MILK TANKERS, which are owned by the INDIAN DAIRY COPERATION to operate the NATIONAL MILK GRID. CO-OPERATIVES MILK PRODUCERS UNION MILK PRODUCERS UNION MILK PRODUCERS UNION MILK PRODUCERS UNION MILK PRODUCERS
the standards laid down is rejected straightaway. The marvel of modern milk processing technology now takes over. The milk is standardized with the right proportion of fats and solids not fat. To make it a wholesome supplement for human needs. The milk which is accepted is chilled to 40 Celsius and stored in silos. Reconstituted milk, when necessary, is added to augment the volume.
25
Like another agricultural commodity, there are regional and seasonal imbalances in the production of milk also. In flush season and in milk surplus Ares, when excess milk is available, it is converted to Skim Milk powder (SKM) and butter fat and then stored. During the lean season and in milk deficit areas, when the availability of fresh milk is low, to argument supplies and butter fat are recombined without jeopardizing the goodness and nutritive value of milk. After chilling, the milk from the silos undergoes clarification, homogenization and pasteurization. Milk passed through the clarifier at 40 degree Celsius so that all extraneous matters are separated and removed from the milk. Homogenization is carried out at a temperature of 70 degree celcius.It is a process by which fat globules in the milk, which have a natural size of 8-12 microns are broken down into much smaller size of less than 2 microns and evenly distributed throughout the milk. This reduces the tendency of fat to separate at and float the surface as a cream layer. This process also makes the milk more easily digestible. The milk is pasteurized at 80 degree Celsius to destroy pathogenic bacteria. Finally; the milk is chilled to 40 degree Celsius and stored. The milk is now ready for travel to thousands of waiting consumers.
Just prior to dispatch, the milk is glycol chilled to about 20 degree Celsius and either automatically packed in polyethylene pouches or loaded in Mother Dairy's fleet of insulated road milk tankers to be delivered at the
26 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
3.8 MARKETING
MOTHER DAIRY CALCUTTA was set up to cater milk and milk products to the consumers of kolkata and its metropolitan area covering about 852sq.kms.But subsequently, in the year 2000 mother dairy is marketing milk & milk products in the town of burdwan, Durgapur, asansol and in the year 2002 mother Dairy marketing milk and milk product are Midnapore, Haldia, bankura, Aranbug, Ranaghut, Krisnagar, Bangoun, Bashirhat etc through franchisees. MOTHER DAIRY has set up 208 COIN OPERATED AUTOMATIC SELF DISPENSING MILK VENDING BOOTHS (MINI DAIRIES) all over kolkata and its metropolitan Areas. It has 385 insulated tank outlet and about 385 polypack outlets. Besides this, all the reputed hotels, Railways, airlines and Hospitals take milk and milk products from Mother Dairy Calcutta.
27
Insulated tank retailer. Polypack retailer. Distribution (Pure line & five star) Midnapur Co-operative Society. Institutional Buyers. Local Area Distribution(LAD)[w.e.f 1.1.07]
28
29
Suitable For: Preparation nutrition for adults & aged people who are weight conscious.
of
2 .COW MILK
dishes, ideal for drinking purpose. [As it is rich- in flavored due to moderate
30
3. TONED MILK
Suitable For :
Bengali Sweet Dishes, ideal for drinking purpose, also used for preparation of Paneer. [As it is rich-in flavour due to moderate fat content.]
Suitable For: It is Delicious & creamy with high fat contain. It is an ideal for growing youth & sportsman and also suitable for preparation of different delicious Bengali Sweet Dishes.
31
Relish the palatable and soothing taste of Mishti Doi. Fortified with Vitamin A. It has excellent nutritional profile and food value. It helps in digestion and keeps one's system cool. Mother Dairy Mishti Doi is packed and shelled in pilfer proof cups in automatic packaging machine ensuring right quality and quantity
6. PLAIN YOGHURT
The secret of longer life of the hill tribes of Bulgaria for centuries was a daily diet of yoghurt. Yoghurt improves appetite, vitality and vigor, cures intestinal disorder and controls cholesterol besides having numerous other beneficial effects. 7. FLAVOURED YOGHURT
32
Mother Dairy Flavored Yoghurt is a treat to your taste bud and is available in different delicious flavours like Vanilla, Pineapple, Green Mango, Chocolate, Strawberry and Pista. It posses all the benefits of plain yoghurt. Flavored Yoghurt is also fortified with Vitamin A.
8. PANEER
33
9. COW GHEE
Cow Ghee is the richest source of Milk Fat of all Indian Dairy Products. It contains Fat soluble Vitamins A, D, E & K that provide energy. Its pleasing flavour, aroma and palatability make it a desirable dietary component as well as valuable cooking Fat. From time immemorial Ghee is considered as a source of nutrient in Indian Diet.
Prepared with fresh and wholesome Mother Dairy Cow Milk & is packed hygienically.
34
It is produced using reversed osmosis technology with multiple barrier filtration, ozonisation & ultra violet treatment under total aseptic environment. It is free from harmful chemical, bacteria & Virus.
3.16
PRODUCTS
SOLD
THROUGH
MOTHER
Mother dairy Delhi products(except milk, butter and ice-cream) Nestle products(except milk) ITC products Danjan tea.
CHAPTER 4.0
36 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
NO.OF RESPONDENTS
6 12 15 4 2 5 35 30 4 25 20 3
AVAILIBITY VIT-A
PERCENTAGE
12 24 30 8 PERCENTAGE 4 10 8 6
COMPANY REPUTATION HABITUAL TASTE
ANALYSIS: 15 respondents are choosing mother dairy milk because its is much more healthier and 12 are taking it as it contain vitamin An as no other dairy companies as in it. And only 2 respondents consumed it as it has good taste.
35 no.of respondent 30 25 20 10 5 0 AVAILIBITY COMPANY REPUTATION PACKAGING HABITUAL VIT-A HEALTHY TASTE PRICE
37
PACKAGING
PRICE
HEALTHY
50
15 10 5 0
PERCENTAGE
100
TABLE 4. 2: Showing the main cause not to use mother dairy milk.
CAUSE NO.OF PERCENTAGE
38
RESPONDENTS 8 5 11 20 2 4 50
16 10 22 40 4 8 100
ANALYSIS: Mother dairy products are diluted as its is very thin a not as
dense if it is compared to other competitor products. So 20 people doesnt want to take Mother dairy milk. And its lack longevity. Milk get spoiled fast as 11 person complained and 2 respondents responded it has a bad smell so they doesnt prefer Mother dairy milk.
GRAPH 4. 2: Showing the main cause not to use mother dairy milk
PERCENTAGE
39
TABLE 4. 3: Showing the main purpose to ignore of using mother dairy milk frequently.
40
PURPOSE
Price Quality Availability Total
NO.OF RESPONDENTS
4 38 8 50
PERCENTAGE
8 76 16 100
GRAPH 4.3: Showing the main purpose to ignore of using mother dairy milk frequently.
41
TABLE 4.4: Showing the number of people know about mother dairy product.
PRODUCTS Milk Yogurt Curd Paneer Total NO.OF RESPONDENTS 36 4 8 2 50 PERCENTAGE 72 8 16 4 100
42
GRAPH 4.4: Showing the number of people know about mother dairy product
80 70 no.of respondent 60 50 40 30 20 10 0 milk Yogurt curd paneer types of product
43
TABLE 4. 5: Showing the number of consumer know about Mother dairy product contains Vitamin A.
FEEDBACK YES NO TOTAL NO.OF RESPONDENTS 45 5 50 PERCENTAGE 90 10 100
44
GRAPH 4.5: Showing the number of consumer knows about Mother Dairy products contains Vitamin- A.
100 90 80 70 60 50 40 30 20 10 0 YES RESPOND NO
NO.OF RESPONDENT
45
TABLE 4.6: Showing amount of milk consumer consume per day UNITS
250 ml 500 ml 1 lt More than 1 lt TOTAL NO.OF RESPONDENTS 25 15 6 4 50 PERCENTAGE 50 30 12 8 100
46
ANALYSIS: Most of
1lt milk per/day.
respondent take 500ml of milk everyday and only 4 of them take more than
47
TABLE 4.7: Showing consumption of milk increased over the past one year. FEEDBACK
YES NO TOTAL
NO.OF RESPONDENT
35 15 50
PERCENTAGE
70 30 100
48
GRAPH 4.7: Showing consumption of milk increased over the past one year.
80 70 60 50 no.of 40 responde nt 30 20 10 0 YES NO
49
NO.OF RESPONDENTS
24 15
PERCENTAGE
48 30 12 10 100
51
NO.OF UNITS
12 18 6 4 50
PERCENTAGE
24 36 12 8 100
ANALYSIS: 18 respondents responded that Mother dairy milk are good quality and 12 said that it is very good quality milk. And only 4 respondents were are not satisfied with the quality of Mother dairy milk.
52
53
TABLE 4.10: Showing the changes need in Mother dairy products. CHANGES
PRICE QUALITY AVAILABILITY QUALITY STABILITY TOTAL
NO.OF RESPONDENTS
9 25 10 6 50
PERCENTAGE
18 50 20 12 100
54
55
NO.OF LAD
PERCENTAGE
50 6 12 14 18 100
56
57
ANALYSIS: Most of the LAD has a per/day sale of 1500-2000lts of milk. Out of 50, 12 LAD has a sale of 500-1000lts everyday. And in 3rd position is the sale of 2500-3000lts of milk by 10 LADs. And the least of milk sold by only 2 Lad is 3000-3500lts everyday.
58
INTERPRETATION: 26% of the LAD has a present sale of 1500500-1000lts and in the 3rd position is the sale of 2500-3000lts of milk by 20% of distributors. And the least amount of 2000-2500lts of milk only by 4% of LADs.
59
TABLE 4.13: Showing the total no. of outlets runs by the individual LADs. NO.OF OUTLETS 1-5 outlets 5-10 outlets 10-15 outlets 15-20 outlets 20-25 outlets 25-30 outlets TOTAL NO.OF LADS 4 10 7 12 8 9 50 PERCENTAGE 8 20 14 24 16 18 100
30 25 PERCENTAGE 20 15 10
5 GRAPH 4.13: Showing the total no. of outlets runs by the 1-5 outlets 5-10 individual LADs. outlets 0 10-15 outlets 15-20 outlets 20-25 outlets 25-30 outlets
NO.OF OUTLETS
60
TABLE 4.14: Showing the no. of small outlets where supply is done at the early morning i.e. from 3am to 7a.m .
61 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
NO.OF OUTLETS 18 9 2 1 30
PERCENTAGE 36 18 4 2 60
62
40
PERCENTAGE
35
3-4 am
OF NO.OF LADS
4-5 am 5-6 am SUPPLY TIMINGS
6-7 am
PERCENTAGE
63
TRANPORTATION
BICYCLE
8 10 12 21 50
16 20 24 42 100
64
TABLE 4.16: Showing how many LADs has the arrangement to supply pouch milk at the door step of the consumers. ARRANGEMENTS YES NO TOTALS
65
NO.OF LADS 42 8 50
PERCENTAGE 84 16 100
GRAPH 4.16: Showing how many LADs has the arrangement to supply pouch milk at the door step of the consumers.
90 NO.OF RESPONDENTS 80 70 60 50 40 30 20 10 0 YES ARRANGEMENTS NO
66
TABLE 4.17: Showing how many LADS take all varieties of milk pouches like- full creamed milk (FCM), toned milk(TM), double toned milk (DTM), skimmed milk(SM), and cow milk (CM). VARIETIES FCM NO.OF LADS 5 PERCENTAGE 10
67
TM DTM SM CM TOTAL
7 6 4 28 50
14 12 8 56 100
GRAPHS 4.17: Showing how many LADS take all varieties of milk pouches like- full creamed milk (FCM), toned milk(TM), double toned milk (DTM), skimmed milk(SM), and cow milk (CM).
60 NO.OF RESPONDENTS 50 40 30 20 10 0 FCM TM DTM VARIETIES SM CM
68
TABLE 4.18: Showing how many LADS are interested to take the other Mother Dairy products (yoghurt, paneer, ice-cream, misti doi)
PRODUCTS YOGHURT PANEER ICE-CREAM MISTI DOI PACKAGED
69
NO.OF LADS 10 12 11 15 2
PERCENTAGE 20 24 22 30 4
50
100
ANALYSIS: Most of the LAD, s are interested to take misti doi (sweet
curd) as it is very good in taste even the children like it as much as the older people. Then, most of the consumers prefer paneer of Mother dairy rather than any other company as because it doesnt contain any preservatives and it is very soft. After sweet curd and paneer, consumer love to have the icecream and yoghurt of Mother Dairy because of its sweet flavoured smell and good taste.
GRAPH 4.18: Showing how many LADS are interested to take the other Mother Dairy products (yoghurt, paneer, icecream, misti doi)
NO.OF RESPONDENTS 35 30 25 20 15 10 5 0 YOGHURT PANEER ICE-CREAM MISTI DOI PACKAGED DRINKING WATER
PRODUCTS
70
TABLE 4.19: Showing how many LAD know about their monthly target of 2010 and the financial benefit they will get after they achieve the monthly target. INFORMATION NO.OF LADS Know about monthly 8
target but not financial benefit Know about financial 5 benefit but not monthly target Know about both 27 Doesnt know about 10
PERCENTAGE 16
10
54 20
71
neither of it TOTAL
50
100
ANALYSIS: Most of the LADS know about their new monthly target 2010 and financial benefit if they fulfil their individual monthly target ascertained by the company.10 people dose not know about it and 8 LADs know about the monthly target but not financial benefit and 5 know about financial benefit but not monthly target.
GRAPH 4.19: Showing how many LADS know about their monthly target of 2010 and the financial benefit they will get after they achieve the monthly target.
60 50 NO.OF LADS 40 30 20 10 0 Know about monthly Know about target but not financial benefit but financial benefit not monthly target Know about both Doesnt know about neither of it
INFORMATION
of the LADs doesnt know about any such information.16% of the LADs know about the monthly target but the full information of the financial benefit is not under stable by them. And 10% know about the financial
TABLE 4.20: Showing how the LADs are feeling by doing business with Mother Dairy. FEELINGS EXCELLENT GOOD SATISFACTORY UNSATISACTOR Y TOTAL NO.OF LADS 9 23 10 8 50 PERCENTAGE 18 46 20 16 100
73
GRAPHS 4.20: Showing how the LADs are feeling by doing business with Mother Dairy.
50 NO.OF LADS 40 30 20 10 0 EXCELLENT GOOD SATISFACTORY FEELINGS UNSATISACTORY
74
CHAPTER 5.0 SUMMARY OF FINDINGS 5.1 A: CONSUMER FEEDBACK:1) 30% people are consuming mother dairy because it is very much
healthier as compared to other dairy product. And 2nd reason for choosing mother dairy as because its contain vitamin-A in it i.e. 24%.And only 4% choose mother dairy because of its taste. 2) 40% of the people said that Mother dairy milk is diluted and 22% people said it lack longevity .The milk get spoiled fast as compared to other companies milk(specially in summer).And it also contain a very pungent smell as complained by 4% of the consumer.. 3) 76% ignore Mother dairy milk because of its bad quality and 16% complained its is not available at a regular interval. And the price of the product is very high. 4) 72% of the people know about the Mother dairy milk. No other dairy
75 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
companies provide various kind of milk as Mother dairy do i.e. toned milk, double toned, skimmed milk, low fat milk.16% of the consumer know about the curd (khatta & misti doi) and only 4% of the people know about the panner. 5) 90% people know that mother dairy product contains vitamin-A. And only 10% people dont know about the composition of Mother dairy milk. 6) 50 % of the respondent uses 250ml of milk per/day and 30% of the respondent use 500ml of milk everyday. And only 8% of the people consumed more than 1lt of milk daily. 7) 70% of the family has increased the consumption of Mother dairy milk over the last 1 year. 8) 48 % of people want Mother dairy milk daily, 30% people wants in every alternative day, 12% of respondents want few times in a week and only 10% of people want once in a week. 9) 36% of people liked Mother dairy very much. They commented Mother Dairy is good quality milk and 24% people commented it is very good quality milk and only 8% of the people are not satisfied with the quality of the milk. 10) 50% consumer wants in change of quality of Mother dairy milk and 20% of the people wants it to available at every interval .And 18% people wants to reduce the price the products. 11) 50% of the LAD works on kolkata as it covers the biggest area of W.B and its a metropolitan city where the people are very concern about their diet. So most of the people used the toned milk, double toned milk, skimmed milk irrespectable of the higher price of the products.So,the
76
market of Mother dairy is very high in Kolkata rather than in any other places 6%). of kolkata(hoogly-14%,howrah-12%,durgapur-18%,barrakpur-
5.2 B: LOCAL AREA DISTRIBOTOR (LAD) FEEDBACK:1) 26% of the LAD has a present sale of 1500-2000lts of milk
per/day.Then, 24% of the LADs has a sale of 500-1000lts and in the 3rd position is the sale of 2500-3000lts of milk by 20% of distributors. And the least amount of 2000-2500lts of milk only by 4% of LADs.
2) 24% of the LADs have a outlet of 15-20 in number.20% of the
LADs have 5-10 no. of outlets run under them and in the 3rd position lies 18% of the LADs has 25-30 outlets under them. And 8% of the LADs have the least no. of outlets under them (1-5). 3) Most of the booths wanted to get in the earliest morning so that they can satisfy their customer by giving milk in the earliest morning. So 36% of the LADs get milk between 3-4 am. If the place is very far from the plant so it take some time to reach their, so those booth gets milk at 4-5 am.2% of the LAD,s get milk after 6 am if there is any accidents or any problem for transportation or for any other reason of the company.
77 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE
4) 42% of the LADs use 3 wheeler car to supply small quantity milk or milk products to the retailers or the customers.24% use sales boy to supply their products ,who are paid monthly or daily basis.20% LADs use hand pull van and 16% LADs use bicycle to supply small quantity of milk. 5) 84% LADs has a arrangements of supply of milk at the door step of the consumers. But 16% LADs still not able to arrange such facility due to financial problem. They want company to increase their commission so that they can earn more profit and then they can able hire an extra cycle man who will sell milk to the door step of the consumers. 6) 56% LADS take cow milk as the demand of cow milk is the most compare to other types of pouch milk .14% LADs take toned milk and 12% LADs take double toned milk and the skimmed milk is on supplied by 8% of LADs as the demand of it is not good and it has a bad smell so most of the consumer doesnt like. 7) Misti doi (sweet curd) has a very good demand in West Bengal so 30% of the LADs are interested to take it. Then, paneer has a demand of 24 % and ice-cream has 22% of the LADs are interested as the quality and taste of it is very good and people of every group like to have it. The least amount of demand is the packaged drinking water(4%) as there are many competitors in the market and the price of Mother Dairy water is much higher than other companies so most of the LADs are no so much interested to take.
8)
54% of the LADs know about the new monthly target and the financial benefit they will get if they achieve the target. 20% of the LADs doesnt know about any such information.16% of the LADs
78
know about the monthly target but the full information of the financial benefit is not under stable by them. And 10% know about the
79
Market visit is needed jointly with the Mother dairy officials for effective outcome/proper awareness on availability of polypouch toned milk is required. Other distributors are infiltrating into another distributor area. Lifespan of the products should be increased. Short supply than indented quantity on regular interval. Distributors are interested to distribute other product of Mother dairy Calcutta but not getting. No free gifts products are supplied by Mother Dairy Calcutta on certain amount of sale to Local Area Distributors as given by other competitors companies. No advertisement material is given by the company to the distributors.Hence advertisement material like print ads,coupon , phamplets should be given . Mother dairy booths are keeping other company dairy products as the commission of Mother Dairy products are very less so the Distributors are attracted to other dairy companies where they are getting more commission and more profit. So, on each product of Mother Dairy the commission should increase to attract more Distributor.
80
Curdling of milk in mostly happen in summer as because Mother dairy milk doesnt use preservatives so it became spoiled at a faster rate than other dairy companies. Other places in West Bengal (except kolkata) want cheap products (paneer, ice- cream).
CONCLUSION:
The study shows that there should be proper marketing strategies each and every organization. It also helps to improved professional attitude of the students in the field with determined mind, willingness to learn and flexible enough to adopt the situation in appropriate way. The study found that all the factors and recent threat to identified the marketing strategies and also involved to achieve the organization goals. It also found that there is lot of challenges facing in adopting new global competitions. The field of marketing, rapidly changing and evolving as it is, faces the turn of the century with tremendous challenges looming shead. The study also shows that to make a marketing strategy is not a time bound process or is not limited to a certain kinds employees.
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ANNEXURE BIBLIOGRAPHY
BOOKS REFERED: Marketing management Dr. R.L. Varshney, Dr. S.L. Gupta,
WEBSITES:
www.motherdairycalcutta.com sales_marketing@motherdairycalcutta.com
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QUESTIONNAIRE
A: CONSUMER FEEDBACK 1) CONSUMER PROFILE: a. NAME:
b. ADDRESS: c. OCCUPATION: i. ii. iii. iv. v. vi. Student Service Business Professional Housewife Others
2)
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YES_____ NO______ c. FREQUENCY OF MILK REQUIREMENT: i. ii. iii. iv. Everyday Every alternate day Few times a week Once a week
d. HAS THE AVAILABILTY OF MILK INCREASED OVER THE PAST FEW MONTHS? YES______ NO_______
b. WHAT IS THE REASON YOU USE MOTHER DAIRY MILK? i. ii. iii. iv. v. Price Vit-A Healthy Availability Test
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5) BRAND SWITCHING:
a. DO YOU SWITCH TO OTHER BRAND? YES_____ NO______ b. IF YES, TO WHICH BRAND? ______________ c. WHAT IS THE REASON? d. WHAT DIFFERENCE DO YOU NOTICE BETWEEN MOTHER DAIRY & OTHER PRODUCTS?
6) COMPLAINTS:
a. ARE THERE ANY COMPLAINTS ABOUT MOTHER DAIRY PRODUCTS? b. WHAT CHANGES DO YOU WANT IN MOTHER DAIRY PRODUCTS?
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9. SUGGESTION: It can be organized through our existing: Retailers/booths also, using small three wheeler cycle van or any other suitable arrangement: 10. Are you taking all varieties of milk pouches like-
FCM,TM,DTM,SM,CM etc of Mother dairy Calcutta, as our competitors does not have such number of varieties. If not , then start giving indent for all varieties: 11.Are you interested to take other Mother Dairy Products like misti doi, yoghurt, paneer, ice-cream etc then, please give indent through our concerned field officer? 12.Are you known about your monthly target, if not, and then please contact your concerned field officer. If yes, then please try to achieve as given by Mother dairy Calcutta ,to ensure the sustainability and growth of both that you and the organisation along with the financial benefit to achieve the scheme 13.How do you feel about business with Mother Dairy Calcutta?
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