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MOTHER DAIRY, CALCUTTA

CHAPTER -1.0 1.0 INTRODUCTION 1.1. ORIGIN OF MARKETING


Hundred of years ago, most firm were production-oriented, i.e., the manufactures focused on production of quality product and then looked for people to purchase them. With technological transformation, the emphasis shifted to an effective sales force to find customers for their growing output. After 1950, the shift to marketing was so emphatic that the manufacturers first took into consideration the consumers' wants and then manufactured their goods accordingly. Marketing has come a long way from being recognized as a function of an organization in India. Marketing is such a type of function which is used by all types of organisations.marketing is used for customer satisfaction and customer services play a vital role in the economy. The term 'market' originates from the Latin noun 'Marcatus' which means "a place where business is conducted. A layman has somewhat similar connotations of the word 'market' which brings to his mind the vista of a place where the buyers and sellers personally interact and finalize deals.

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1.2 DEFINATION OF MARKETING

"Marketing is the process of discovering and translating

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

1.3 MARKETING MANAGEMENT


Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of goods, services and ideas to create Exchanges with target groups that satisfy Individual and Organizational objectives.

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1.4 MARKETING CONCEPTS


Philip kotler has shown five competing concepts for carrying out marketing activities in an organization:
1.

PRODUCTION CONCEPT: In the case of production concept,


emphasis is mainly laid on achieving high production efficiency and wide distribution Coverage. High production efficiency means that input-output ratio is favourable.Its means that customer favors products offered at a lower price and also available.

2.

PRODUCT CONCEPT: It is a management orientation which


assumes that customer will respond favorably to the product which is reasonably priced, requiring very less effort by the company to achieve satisfactory targets, i.e., profits.

3.

SELLING CONCEPT: The selling concepts hold that customers,


it left alone, will not buy enough of the products of an organisation.The organization must undertake, therefore, an aggressive selling and promotion effort.

1.5 FUNCTIONS OF MARKETING


1. EXCHANGE FUNCTIONS:

BUYING AND ASSEMBLING: Buying is the first step in


marketing functions .Buying means the purchase of raw materials for using in the manufacturing process or purchase of finished goods for the purpose of re-sale .Assembling involves bringing together a wide

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variety of goods transported from different places under a common roof for re-sale.

SELLING: This means finding the customers ands transferring the


goods to them for value. Its is a process whereby ownership of goods is transferred from seller to buyer.

2. SUPPLY FUNTIONS:

TRANSPORATION: This concerned with carrying the goods


from places of production to the places of their consumption. It creates place utility capital. and regularizes supply from one place to another. It widens the market and increases the mobility of labour and

STORAGE: This is a process concerned with retaining and


preserving goods. Storage creates time utility and removes the hindrances of time.

3. FACILITATING FUNCTIONS:

FINANCING-This is the service of providing credit and money


necessary for the producer or seller to make goods available to the consumers. Finance is the life blood of modern business. Its lubricant that facilitates the marketing of product.

PRICE DETERMINATION-This is the process of fixing the


price of a product or service.Generally,the price of a product is determined by the following factors:

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a. The demand for the product. b. Nature of the product c. Cost of the product d. Extent of competition e. Condition of market

PACKAGING: This is the act of designing and producing the


package for the product. Its is a process concerned with putting the goods in different types of containers. Its reduce the risk of spoilage, breakage, leakage etc.

BRANDING: This is a comphensive term which includes brand


names, designs and symbols. The main purpose of branding is to distinguish between products of one firm from that of another.

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.

SALES PROMOTION: This is an effort to stimulate consumers


to purchase more and more of a particular commodity. Its is used to create, capture and maintain demand.

RISK TAKING: This involves a number of risks which may be


caused due to unforeseen circumstances in future. The business is always subjected to certain unexpected risk. Insurance is a device to grant protection to traders against some of the business risks.

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1.6 OBJECTIVE OF MARKETING


1.

CREATING DEMAND: Marketing enables the firms to


determine what the customers want and then to design the products in tune therewith.

2.

PROVIDING CONSUMERS SATISFACTION: Marketing


represents effective consideration of a product, its pricing, transportation, warehousing and channels of distribution .Good marketing aims attaining the consumers maximum satisfaction.

3.

CAPTURING MARKET: Marketing enables the firm to capture


a reasonable share in the market through appropriate advertising and other promotional activities.

4.

COORDINATION AND INTERGRATION: Marketing


establishes coordination with other managenerial departments (such as production, finance, personnel etc).The marketing system tries to integrate its functions with other functions of the business.

5.

PROMOTING REPUTATION: Marketing enables the firms to


promote its reputation through various image building activities(such as quality goods at reasonable prices, prompt supply of products ,after sale services etc)

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1.7 THE FOUR Ps OF MARKETING


1.

PRODUCT MIX-The term product mix is used to describe the


assortment of different product types that a company produces and markets. The product line is the number of brands or related products in each product type. Proctor and Gramble,for example have four major product lines:detergents,toothpastes,soaps and deodrants.For each lines there are a number of brands(DAZ,Ariel etc) and the number of different brands represents the length of product line and the number of different lines represents the width of the product mix.

2.

PRICE MIX-Price is an important element of marketing mix. It


may be defined as the value of product attributes expressed in monetary terms, which a consumer pays or is expected to pay in exchange. Pricing is a marketing function, which has an important role to play in marketing decision. Pricing influences the profit level, the operational level etc.

3.

PLACE MIX-The marketer has the responsibility of making his


product available near the place of consumption so that the consumers can easily buy it. If the brand preferred by the consumer is not easily available at a convenient location, he may buy some other brand. Thus a marketer has to ensure that his product is available to the target consumers whenever required.

4.

PROMOTIONAL MIX-Marketing promotion is a management


process through which an organization develops,presents,and evaluates a series of messages to an identified audience.So,effective

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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

1.1.8 A MARKETING STARTEGY


Its is a process that can allow an organization to concentrate its Limited resources on the greatest opportunities to increase sales and achieve a Sustainable competitive advantage. A MARKETING STARTEGY is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects and competitors in the market arena.

TYPES OF STRATEGY:
1.

STRATEGY BASED ON MARKET DOMINANCE-In


this scheme; firms are classified based on their market share or dominance of an industry. Typically there are three types of market dominance strategy-leader, challenger, and follower.

2.

INNOVATION STRATEGIES-This deal with the firm's


rate of the new product development and business model innovation.

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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.

GROWTH STRATEGIES-In this scheme we ask the question,


How should the firm grow? There are a number of different ways of answering that question, but the most common gives four answer:

Horizontal integration. Vertical integration. Diversification. Intensification.

1.9 MARKETING CHANNELS


Marketing channels are sets of interdependent organizations involved in the process of making a product or services available for consumptions or use. From the outset, marketing channels not only satisfy demand by supplying goods and services but also stimulate demand through the promotional activities of the units constituting them. As marketers continue to face hostile, unstable and competitive environment, distribution will play on increasingly important role. Retailers play an integral part in the marketing channel. Retailing consists o activities involved in selling goods and services to ultimate consumer for personal consumption thus; a retail sale is one which the buyer is an ultimate consumer as opposed to institutional
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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.

1.10 BACKGROUND OF THE INDUSTRY


The INDIAN DAIRY ASSOCIATION was set up in the year 1948 with the objective to establish a forum for professionals, scientists, farmers and equipment manufacturing in the field of dairy and allied agro-food business to provide opportunities for the dissemination of knowledge and ideas in research. Planning, production, processing and marketing and so forth. Idas head quarter is in Delhi and the east zone branch is in kolkata. IDA (east zone) has been providing a common forum to knit the diary fraternity together and thus, over the years, it has emerged as the reigning czarina of information. The association is headed by chairmanprof.A.K.BANDHOPADHYAY 288 as on date.
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as supported

by

vice-chairman-

Mr.T.K.DAS, 17 Executive Committee Members and total no. of members

MOTHER DAIRY, CALCUTTA

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.
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ROLE

OF

IDA

(INDIAN

DAIRY

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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.

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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
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2.0 RESEARCH DESIGN 2.1 TITLE OF THE STUDY


"AN ANALYTICAL STUDY ON MARKETING STRATEGIES OF CONFECTIONARY PRODUCTS OF MOTHER DAIRY, DANKUNI (CALCUTTA)"

2.2 OBJECTIVES OF THE STUDY


To study the different product strategies of the company. To analyze the buying behavior of consumer. To identify the effective mode of distribution for consumer. To identify the implication of promotions on consumer purchasing behavior.

2.3 SCOPE OF THE STUDY


It covers the marketing strategy of dairy products with respect to MOTHER DAIRY, CALCUTTA. Analyzing of different strategies like product strategy, price, physical, distribution and promotion. This study helps to analyze, marketing strategy and sale of dairy products.

2.4 STATEMENT OF PROBLEM


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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.

2.5 RESEARCH DESIGN


The study is conducted on exploratory research and descriptive research. Exploratory research concerned with discovering the general nature of the problem and the variables that relate to its exploratory research is characteristics by a high degree of flexibility, and it trends to rely on secondary data, convenience of fragment samples, small-scale surveys or simple experiments, ease analyzes and subjective evaluation of the results. And Descriptive research is focused on the accurate descriptive of the variables in the problem model consumer profile studies, market potential studies, product usage studies, attitude surveys sale analyzes, media research and price surveys are example of descriptive research.

2.5.1 DATA COLLECTION


1. PRIMARY DATA-It was gathered from marketing staff, account staff
and sales staff.

2. SECONDARY DATA-It was gathered from companies publishings,


annual report.

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Research instrumental structured questionnaire. Method: personal interview over the telephone.

2.5.2 SAMPLING DESIGN


1. TYPES OF SAMPLE: sample random, probability sampling. 2. SAMPLE SIZE:50 3. SAMPLING UNIT: kolkata 4. REFERENCE PERIOD: 17TH JANUARY 2ND FEBRUARY

(2010)

2.6 LIMITATION OF THE STUDY


1. Due to time constrain only 50 respondent were interviewed which probably is not enough. 2. This research is strictly confined to kolkata city only, thus the result drawn is confined to the city limits. 3. Through statistical tools are used in simple random samples, the errors Creeping into the specifications and distribution has not been counted.

2.7 CHAPTER SCHEME


1)

CHAPTER 1: This chapter deals with general introduction of the


report, theoretical background of the study, background of the industry. It concludes certain management definitions concerned with the study.

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CHAPTER 2 :This chapter deals with the design of the study


concerning the title of the study , statement of problem, objectives ,scope of the study , operational definitions of concepts , sampling ,methodology , tools of data collection plan of analysis and limitation of the study.

3)

CHAPTER 3: This chapter deals with the profile of the company


such as its Nature, types of organizational chat, business operation, products profile, future prospects / growth of the company.

4)

CHAPTER 4: This chapter deals with data analyzes and


interpretation, data table, graphical representation.

5)

CHAPTER 5: This chapter deals with summary of findings of the


study and suggestion based on the study.

6)

CHAPTER 6: This deals with suggestion and was given based on


findings of the study and finally conclusions were given on the study.

CHAPTER 3.0 3.0 COMPANY PROFILE


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3.1 HISTORY OF THE COMPANY

MOTHER DAIRY CALCUTTA AT DUNKUNI


MOTHER DAIRY CALCUTTA -a Government of West Bengal project, was started under Operation Flood II of National Dairy Development Board. It was set up initially to cater to the demand of the Kolkata urban agglomeration spread over the Kolkata Metropolitan area, approximately 852 sq kms. Mother Dairy is also reaching out to the consumers of other Districts. The commissioning of the Dairy started in July 1978 and the first Distribution vehicle loaded with milk sachets rolled out of the Dairy in the morning of 8th December 1978. Initially, the management of Mother Dairy was looked after by the National Dairy Development Board. On 24th March 1982, the then Honorable Chief Minister Shri Jyoti Basu dedicated Mother Dairy Calcutta to the rural milk producers and urban milk consumers of West Bengal. From then onwards, the story of Mother Dairy is one of success after success. The growth of the Dairy continued unabated. Mother Dairy safeguards the interest of the rural milk producers

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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
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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.

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3.4 SOME OTHER ACHIEVEMENTS OF MOTHER DAIRY CALCUTTA


1.

Mother Dairy Calcutta has first introduced Poly Pouch Milk in

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.
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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.

3.5 ORGANISATI ONAL STRUCTURE


CHIEFS GENERAL MANAGER

DEPUTY MANAGER

ASSITANT MANAGER

SUPERINTENDENT

TECHNICIANS & WORKER

3.6 POLICY OF MILK PROCUREMENT AND RESULTS:


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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:
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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

3.7 PROCESSING OF MILK


The incoming milk at the Dairy is rigorously tested for flavour, acidity, FAT and SNF (solid not fat) etc. Milk not conforming to
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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.

3.8 QUALITY CHECKS & TEST DONE ARE


Cleanliness Presence of foreign particles Organleptic test Temperature COB Activity test Test of Preservatives Presence of neutralizer Alcoholic test Phosphates test Bacteriological analysis

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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
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various distribution points.

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.

3.9 PROCESSED MILK DISTRIBUTION


Mini dairy.

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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]

3.10 QUALITY POLICY


We shall maintain a happy and fulfilling work environment we shall satisfy our customer with quality products and services. We shall achieve and sustain growth and excellence

3.11 ENVIRONMENT POLICY


We shall be reactive and conscious about various Environment Regulations. We shall create and maintain a Clean Green Belt in and around the Dairy premises. We shall always keep our Environment Safe Free from population continual sustainable development. We shall maintain a harmonious relationship amongst employees and with the public at large

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3.12 QUALITY OBJECTIVES


We shall provide regular and timely supply of milk and milk products at convenient distribution points under clean and hygienic conditions for different segments of consumers. We shall provide remunerative returns to milk producers and other associates. We shall promote innovations continuous learning and improvement.

3.13 SOCIAL OBJECTIVES


MOTHER DAIRY CALCUTTA has the following objectives: Protecting the rural marginal milk producing farmers from the exploitation of profit earning middlemen. Helping them rear their cattle in hygienic conditions, thereby increasing production of milk. To provide wholesome milk to the consumers in kolkata& Bengal at a reasonable price throughout the year, right at their doorstep.

3.14 PRODUCT PROFILE

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1. DOUBLE TONNED MILK POUCH

Suitable For: Preparation nutrition for adults & aged people who are weight conscious.

of

Coffee/Tea, preparation of Paneer. As it contains low fat. It is ideal source of

2 .COW MILK

Suitable For: fat content]

Preparation of different Bengali sweet

dishes, ideal for drinking purpose. [As it is rich- in flavored due to moderate

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3. TONED MILK

Suitable For :

Preparation of Coffee/Tea, different

Bengali Sweet Dishes, ideal for drinking purpose, also used for preparation of Paneer. [As it is rich-in flavour due to moderate fat content.]

4. FULL CREAM MILK

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.

5. MISTI DOI (SWEET CURD)

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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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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

Suitable For: of different delicious dishes.

Direct consumption & for preparation

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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.

10. ROSOGOLLA & RAJBHOG

Prepared with fresh and wholesome Mother Dairy Cow Milk & is packed hygienically.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

11. PACKAGED DRINKING WATER

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.

3.15 OTHER PRODUCTS MARKETED BY MOTHER DAIRY:


Bhagirati brand cow ghee; Mouban honey: Kalyani cow ghee;

3.16

PRODUCTS

SOLD

THROUGH

MOTHER

DAIRY OUTLETS OF OTHER BRAND (ROYALTY BASIS)


Bens lassi; Bens sweets; Ramakrishna mission products (instant sticks, jam, jelly, pickles, papad, mushroom). Britannia brand products (except milk & butter)
35 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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

MOTHER DAIRY, CALCUTTA

4.0 DATA ANALYSIS AND INTERPRETATION PART 1: CONSUMER FEEDBACK


TABLE 4.1: showing the reason for choosing mother dairy REASONS
PRICE VIT-A HEALTHY AVAILIBITY TASTE PACKAGING HABITUAL COMPANY REPUTATION TOTAL

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

GRAPH 4.1: Showing the reason for choosing Mother Dairy. 15

reason for choosing

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

PACKAGING

PRICE

HEALTHY

50

15 10 5 0

PERCENTAGE

100

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 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.

TABLE 4. 2: Showing the main cause not to use mother dairy milk.
CAUSE NO.OF PERCENTAGE

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

Quality stability Taste Longevity Diluted Smell Price Totals

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

Quality stability Taste Longevity Diluted Smell Price

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 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 (especially in summer).And it also contain a very pungent smell as complained by 4% of the consumer.

TABLE 4. 3: Showing the main purpose to ignore of using mother dairy milk frequently.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

PURPOSE
Price Quality Availability Total

NO.OF RESPONDENTS
4 38 8 50

PERCENTAGE
8 76 16 100

ANALYSIS: The main purpose of ignoring Mother dairy milk frequently


as its quality varies, in winter time the milk are fine it doesnt curdle fast but in summer it get spoiled very fast as per 38 respondent. And its is not available everywhere and every time to the consumer when they need it as 8 respondents complained and its price is very high as compared to other companies milk .

GRAPH 4.3: Showing the main purpose to ignore of using mother dairy milk frequently.

Price Quality Availability

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 76% ignore Mother dairy milk because of its bad


quality and 16% complained it is not available at a regular interval. And the price of the product is very high.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

ANALYSIS: Among 50 respondents 36 respondents know about the


milk of Mother Dairy (toned, double toned, skimmed milk, low cholesterol milk).8 respondents know about the curd (khatta and misti doi) and 4 of them know about the yogurt.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 72% of the respondents know about the Mother


dairy milk. No other dairy companies provide various kind of milk as Mother dairy do i.e. toned milk, double toned, skimmed milk, low fat milk.16% of the respondents know about the curd (khatta & misti doi) and only 4% of them know about the panner.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

ANALYSIS: Among 50 respondent 45 people know that Mother dairy


milk contain vitamin-A, so they prefer Mother dairy milk rather than any other company milk products.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 90% repondents know that mother dairy product


contains vitamin-A. And only 10% of them dont know about the composition of Mother dairy milk.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

ANALYSIS: Most of
1lt milk per/day.

the respondents use 250ml milk everyday,15

respondent take 500ml of milk everyday and only 4 of them take more than

GRAPH 4.6: Showing amount of milk consumer consume per day.


120 NO.OF RESPONDENT 100 80 60 40 20 0 250 ml 500 ml 1 lt QUANTITY More than 1 lt TOTAL

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 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 them consumed more than 1lt of milk daily.

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

ANALYSIS: Most respondents has increased consumption of Mother


dairy milk. Over the past 1 year report 35 people increased their consumption of Mother dairy milk out of 50 respondent.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 70% of the family has increased the consumption


of Mother dairy milk over the last 1 year.

TABLE 4.8: Showing frequency of milk requirement. NO.OF TIMES


EVERYDAY EVERY

NO.OF RESPONDENTS
24 15

PERCENTAGE
48 30 12 10 100

ALTERNATE DAYS FEW TIMES A 6 WEEK ONCE A WEEK TOTAL 5 50

ANALYSIS: Mother dairy milk is required by most of the respondents


consume everyday. Only 15 people want in alternative days out of 50 respondents. And only 5 respondents consume Mother dairy milk once a week.
50 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

GRAPH 4.8: Showing frequency of milk requirement.

EVERYDAY EVERY ALTERNATE DAYS FEW TIMES A WEEK ONCE A WEEK

INTERPRETATION: 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.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

TABLE 4. 9: Showing the quality of Mother Dairy milk. QUALITY


VERY GOOD GOOD SATISFACTORY NOT SATISFACTORY TOTAL

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.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

GRAPH 4.9: Showing the quality of mother dairy milk.

VERY GOOD GOOD SATISFACTORY NOT SATISFACTORY

INTERPRETATION: 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.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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

ANALYSIS: For the betterment of Mother dairy products the quality


should improve and then it should be available for every consumer at anytime and in anywhere. As 25 respondents responded the above said problem.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

GRAPH 4.10: Showing the changes need in Mother dairy products.

PRICE QUALITY AVAILABILITY QUALITY STABILITY

INTERPRETATION: 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.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

PART 2: LOCAL AREA DISTRIBUTION (LAD) FEEDBACK

TABLE 4.11: Showing the area of operation in WEST BENGAL. AREA


Kolkata Barakpur Howrah Hoogly Durgapur Total 25 3 6 7 9 50

NO.OF LAD

PERCENTAGE
50 6 12 14 18 100

ANALYSIS: Among 50 LADs 25 of them work as a Distributor in


Kolkata,then in the 2nd position comes Hoogly District there are 7 distributors and on Durgapur there are 9 Distributor.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

GRAPH 4.11: Showing the area of operation in WEST BENGAL.

Kolkata Barakpur Howrah Hoogly Durgapur

INTERPRETATION: 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 any other places of of the higher price of the products.So,the market of Mother dairy is very high in Kolkata rather than in Kolkata(Hoogly-14%,Howrah-12%,Durgapur18%,Barrakpur-6%).

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

TABLE 4.12: Showing the daily sale of LADS in lts.


DAILY SALE(LTs) 500-1000 lts 1000-1500 lts 1500-2000 lts 2000-2500 lts 2500-3000 lts 3000-3500 lts TOTAL NO.OF LADs 12 7 13 6 10 2 50 PERCENTAGE 24 14 26 12 20 4 100

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.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

GRAPH 4.12: Showing the daily sale of LADS in lts


30 25 NO.OF LAD 20 15 10 5 0 500-1000 lts 1000-1500 lts 1500-2000 lts 2000-2500 lts 2500-3000 lts 3000-3500 lts DAILY SALE

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.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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

ANALYSIS:15-20 outlets are run by 12 LADs.5-10 outlets are run by 10


LADs and 25-30 outlets are run by 9 LADs.And the least number of outlets (1-5) run by the 4 distributors.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: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).

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

MOTHER DAIRY, CALCUTTA

SUPPLY(3-7AM) 3-4 am 4-5 am 5-6 am 6-7 am TOTAL

NO.OF OUTLETS 18 9 2 1 30

PERCENTAGE 36 18 4 2 60

ANALYSIS: Out of 30 outlets 18 outlets get milk at 3-4 am as it is the


essential requirement of the people specially in the morning the mini dairies start supplying milk to the people after they get the milk.9 outlets gets milk between 4-5 am, maybe those booths are at a farer distance so for transporting sometime are required. Between 6-7 hardly 1 or 2 or sometimes no booths are left to give. Companies want to supply milk to all the booths before 6 am.

GRAPH 4.14: Showing small outlets where supply is done at 40


PERCENTAGE 30 the early morning i.e. from 3am to 7a.m. 25 20 15 10 5 0 3-4 am 4-5 am 5-6 am 6-7 am SUPPLY TIMINGS 35

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 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.

40

PERCENTAGE

TABLE 4.15: Showing the arrangements of supplying of small 30 quantity. 20


15 10 0 MODES 5 25

35

3-4 am

OF NO.OF LADS
4-5 am 5-6 am SUPPLY TIMINGS

6-7 am

PERCENTAGE

63

M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

TRANPORTATION
BICYCLE

HAND PULL VAN SALES BOY 3 WHEELER CAR TOTAL

8 10 12 21 50

16 20 24 42 100

ANALYSIS: 21 LADs use 3 wheeler car to transport small quantity of


milk to those area where road is very narrow and a milk tanker cannot get into it. Some LADs use this type of mode where very small quantity of milk has to be supplied to reduce the transportation cost or if the LAD get some occasional orders they use 3 wheeler car.24% of the LAD uses sales boy to carry milk or milk products to the required places. And only 8 LADs uses bicycle to serve the other retailer or direct to the customer.

GRAPH 4.15: Showing the arrangements of supplying of small quantity.


BICYCLE HAND PULL VAN SALES BOY 3 WHEELER CAR

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: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.

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

M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

ANALYSIS: 42 LADS has arrangements to supply pouch milk at the


door steps of the consumer. If the consumer gets their favourable type of milk in their house without going out to buy then the company can make more profit and the sale will also increase. But 8 LADs cannot able to arrange this type of facility due lack of financial position or any support from the company.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 84% LADs has an 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.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

TM DTM SM CM TOTAL

7 6 4 28 50

14 12 8 56 100

ANALYSIS: Like Mother dairy no other companies has such varieties in


their pouch milk. But 28 LADs only supply cow milk as it has the most amount demand in West Bengal. Then the people who are very much diet conscious prefer toned milk which 7 LADs supply. Full creamed milk is only supplied by 5 LADs and 4 LADs supply skimmed milk.

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 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.

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

M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

DRINKING WATER TOTAL

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

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

INTERPRETATION: 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.

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

M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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

INTERPRETATION: 54% of the LADs know about the new monthly


target and the financial benefit they will get if they achieve the target. 20%
72 M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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

benefit but not about the monthly target.

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

ANALYSIS: 23 LADS are feeling quite good and 10 LADs satisfied


with the service while dealing with the company. 9 LADs have an excellent experience with dealing with the company but 8 LADs have an unsatisfactory experience.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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

INTERPRETATION: 46% of the LADs are having a good experience


with dealing with Mother Dairy.20% LADs are satisfied and 18% share a excellent feeling while doing business with Mother Dairy.16% of the LADs have a unsatisfactory experience with the company.

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M.S.RAMAIAH COLEGE OF ARTS, SCIENCE AND COMMERCE

MOTHER DAIRY, CALCUTTA

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
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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

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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.
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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

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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 benefit but not about the monthly target.


9) 46% of the LADs are having a good experience with dealing with Mother Dairy.20% LADs are satisfied and 18% share a excellent feeling

CHAPTER 6.0 SUGGESTION AND CONCLUSION:6.1: SUGGESTION:


Commission of the local area distributor should increase. Leakage, packaging, pasting problem should be brought under control. For leakage and packaging problem litres of milk are flowing out from the polypouch and customers are wanting fresh new pouch. Transport problem is regulated (vehicles should reach in time/single vehicle supply as required by the distributor.) Double toned milk is very thin as most of the tea seller complained. They want a much dense milk or a special milk only to make tea or a new product like a Mother dairy milk powder.

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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.

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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,

2005 (REPRINT 2008), Page no- 4,5,10.


Principles of commerce J.K.Mitra, January (2005), Volume-2

(For class 12), Page no 6.1, 6.2, 6.6, 6.8.

JOURNALS: Company Journals; Annual Reports.

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)

AWARENESS ABOUT MOTHER DAIRY:

a. DO YOU KNOW ABOUT MOTHER DAIRY PRODUCTS?


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i. ii. iii. iv.

Milk Yoghurt Misti doi (sweet curd) Paneer

b. DO YOU KNOW MOTHER DAIRY MILK CONTAINS VITAMIN-A? YES________ NO_________

3) KNOWLEDGE ABOUT OTHER BRANDS:


a. DO YOU HAVE KNOWLEDGE ABOUT OTHER BRANDS? YES________ NO_________ i. ii. iii. iv. Metro Amul Thacker Dairy Red cow

4) CONSUMPTION LEVEL: a. MILK CONSUMPTION UNITS/DAY:


i. ii. iii. iv. b. 500 ML 250 ML 1 LITRE MORE THAN 1 LITRE HAS YOUR FAMILY CONSUMPTION OF MILK HAS

INCREASED OVER THE PAST ONE YEAR?

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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_______

5) BRAND PREFERENCE: a. HOW DO YOU JUDGE THE QUALITY OF MOTHER DAIRY?


i. ii. iii. iv. Very good Good Satisfactory Not satisfactory.

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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vi. vii. viii. ix.

Packaging Habitual Reputation Others

c. HOW DO YOU RATE MOTHER DAIRY OUT OF 10? ________/10

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?

THANK YOU, YOUR CO-OPERATION WILL HELP US TO SERVE YOU BETTER.

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B: LOCAL AREA DISTRIBUTOR (LAD) FEEDBACK


1. Name of the LAD: 2. Area of operation: 3. Present sale (lts) : 4. Total no. of outlets: 5. No. of new outlets as given till this time: 6. Average no. of outlets is generated per months: 7. No. of small outlets where supply is done at the earl morning;(3-7 am): 8. What is the arrangement of supplying small quantity of milk: If those arrangements have not yet done, then it is to be arranged immediately, as out competitors are arranging such type of supply at the early morning to ensure availability of pouch milk at door step of consumers:

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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?

NAME OF THE TRAINEE: PAULOMI MONDAL SIGANATURE: ______________________

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