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Sale volume of branded ice-cream in Patna & market share of SUDHA brand ice- cream in Patna town (Urban area).
Submitted in partial fulfilment of the requirements of Post Graduate Programme
Batch – 2011-2013
Roll No- FT(IB)-11- 361
IILM Graduate School of Management Greater Noida
I hereby declare that the Project work entitled Perception about Sudha products submitted by me for the Summer Internship during the Post Graduate Program to IILM Graduate School of Management, Greater Noida is my original work and has not been submitted earlier either to IILM or to any other Institution for the fulfilment of the requirements for any other course of study. I also declare that no chapter of this manuscript, either in whole or in part, is copied from any other document.
Signature of the student: Name of the student:
Signature of the company mentor: Name of the company mentor:
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Table of contents
Declaration certificate …………………………………………………..2 Executive summary……………………………………………………...4 Acknowledgement………………………………………………………5 Introduction………………………………………………...……………6 Objectives…………………………………………………………….....12 Methodology of research………………………………………………..13 Different programmes running under COMFED……………………….14 Competitor‟s profile…………………………………………………….19 Descriptive summary……………………………………………………22 Analysis…………………………………………………………………23 Findings & Recommendations………………………………………….33 Summary & conclusions………………………………………………..34 Learning from the SIP…………………………………………………..36 Sample Questionnaire…………………………………………………..37 References & Appendices………………………………………………39 Organization information docket……………………………………….40 Survey excel Prinout……………………………………………………41
The project is concern with to determine the product penetration percentage level of Sudha brands (ice-cream). This product is included as a part of summer internship. Drivers for the brand Sudha. which got started on 14th of May‟ 2012. The project basic objective is to evaluate the stand of Sudha Brand in Patna market Vis a Vis competition and the areas of improvement. Age group consuming flavoured ice-cream. Point of purchase and availability of the products of Sudha brand. Awareness of consumer towards the brand of Sudha. IILM Graduate School of Management. (Likes & dislikes) Demographic data of the consumer. The duration of the project was of seven weeks. It is also necessary to retain the existing customer apart from attracting the new customers this will not only increase our customer base but will also build the trust. The research report is based on to know the followings: Consumption of flavoured ice-cream. which is an integral part of any business to survive in the market. The title of my project is “To ascertain sale volume of branded icecream in Patna & market share of SUDHA brand ice-cream in Patna town (Urban area). In today‟s competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. PGDM (IB) course. Consumer preference for different brands and flavours. Greater Noida. The information regarding the activities of competitors in the market can help us to plan our each activity according to that. 4 . Comparison of other branded and local flavoured ice-cream. I did my Summer Internship with the Bihar State Cooperative Federation (COMFED) a FMCG sector company under the brand name SUDHA. Consumption level of flavoured ice-cream within a week.Executive Summary I am feeling privileged to be a part of IILM Graduate School of Management.
My unshakeable faith in Him allowed me to take this research to its logical conclusion. I would also like to thank all those people at “Bihar State Milk co-operative Federation Ltd” who though being total strangers to us lifted my spirit with their cheerful smile & gave us the courage & inspiration to work zealously on the project assigned to me & do justice to it. Mr. resource & patience. Anuj Kumar Pandey .Acknowledgement At the very outset I would like to express my heartfelt gratitude to “Bihar State Milk Co-operative Federation Ltd” for allowing me to contribute. Mr Avinash Patel & many more for explaining to me the intricacies & peculiarities of milk business which came handy on various occasions & allowed me to retain my focus & finish our research with the satisfaction of a job well done. Prakash who was very kind in explaining to me the challenge that lay ahead of us and also for allowing me to make liberal use of his knowledge. Shashi Bhusan Singh . I would also like to express our gratitude towards our parents from whom I have inherited all the desired virtues & to whom I look up to as living inspirations. I feel indebted to Mr. Upendra Kumar Singh . Mr. Jawahar Lal. Mr. I am extremely thankful to my Faculty Guide Tripti Ghosh at IILM Graduate School of Management for her invaluable Guidance and Suggestions during my Training which I learned during her lectures. I would like to pay obeisance to the Almighty God for bestowing on me his blessings & also for being on my side when the challenge seemed insurmountable & the going was tough. fairness and flexibility. I feel grateful to him for allowing & encouraging me to pursue my research with utmost objectivity. in the functioning of COMFED. Last. though modestly. My thanks are due to Mr. which has the unique distinction of being the most competitive milk market of east India by way of my research project which we all found very interesting & challenging. Mr. but by no means the least. 5 . Shashikant.
The Indian Dairy Industry has made rapid progress since independence. the market milk technology may be considered to have commenced in 1950. it became possible to locate dairies where land was less expensive and crops could be grown more economically. These organised dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. in India dairying has been a rural cottage industry. tastes and interests of the people changes according to the advance nation. many households owned their own „family cow‟ or secured milk from a neighbour who had one. problems of sanitation etc. Anand. 6 . and milk product technology in 1956 with the establishment of AMUL Dairy. With urbanization and development of economy. and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas. Semicommercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. A large number of modern milk plants and product factories have since been established. with the functioning of the Central Dairy of Aarey Milk Colony. With modern knowledge of the protection of milk during transportation. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production. restricted the practice. In India.Introduction Traditionally. India with a population of more than 120 crores is potentially one of the largest consumer markets in the world. In earlier years.
The consumer market may be identified as the market for product and service that are purchased by individuals as household for their personal consumptions. So. It is technology because it suggests ways and means for effective production & distribution of goods and services in the market to give maximum satisfaction to the consumer the marketing manager is responsible for both determining and suitability of goods and services in the market to give maximum satisfaction to the consumer. The market of milk is also facing a competition and many companies are floating in the market with their products with different brand names.Marketing is about winning this new environment. 7 . Milk is typical consumer products purchased by individuals for many purposes primarily making tea and sweets. In such a situation different factors which influence the people choice of milk are taste and quality. It is about understanding what consumer‟s wants a supplying it‟s more efficiently and more conveniently. marketing is both philosophy and technology.
the first caf in Paris. the single most critical ingredient. How ice-cream is made. which was then flavoured with fruits and juices. We know that Alexander the Great enjoyed snow and ice flavoured with honey and nectar. The most important ice cream ingredients come from milk. The Sicilian Procope introduced a recipe blending milk.The Evolution of Ice Cream Ice cream's origins are not known to reach back as far as the second century B. smoothness. The dairy ingredients are crucial in determining the characteristics of the final frozen product. Marco Polo returned to Italy from the Far East with a recipe that closely resembled what is now called sherbet. butter and eggs at Caf Procope. "Cream Ice. or perhaps even earlier than the Italians.. appeared regularly at the table of Charles I during the 17th century. 8 . Over a thousand years later. although no specific date of origin nor has inventor been undisputable credited with its discovery.C. While each manufacturer develops its own special recipes.D. Federal regulations state that ice cream must have at least 10% milk fat. France was introduced to similar frozen desserts in 1553 by the Italian Catherine de Medici when she became the wife of Henry II of France. cream. During the Roman Empire. usually more. The use of varying percentages of milk fat affects the palatability. and texture and food value of the finished product. ice cream production basics are basically the same everywhere. Historians estimate that this recipe evolved into ice cream sometime in the 16th century. Biblical references also show that King Solomon was fond of iced drinks during harvesting. It wasn't until 1660 that ice cream was made available to the general public." as it was called. 54-86) frequently sent runners into the mountains for snow. colour. Nero Claudius Caesar (A. Gourmet or super premium ice creams contain at least 12% milk fat. Everybody has a favourite flavour or brand of ice-cream and the debate over whose ice cream is the best rages on each year. England seems to have discovered ice cream at the same time.
such as lecithin and mono.000 to 2. Stabilizers. The sweeteners used in ice cream vary from cane or beet sugar to corn sweeteners or honey. where pressure of 2. where it is heated and held at a predetermined temperature. They provide uniform whipping qualities to the ice cream during freezing. It is moved quickly to a "hardening room." where sub-zero temperatures freeze the product to its final state for storage and distribution. The hot mixture is then "shot" through a homogenizer. nuts and chocolate chips. skim milk and whole milk are the usual sources of non-fat solids. Emulsifiers. The amount of aeration is called "overrun." and is limited by the federal standard that requires the finished product must not weigh less than 4. During freezing. The next step is the addition of bulky flavourings. the mix is aerated by "dashers. such as fruits. are also used in small amounts. protein part of the milk). Non-fat dry milk. are commonly used in small amounts to prevent the formation of large ice crystals and to make a smoother ice cream. allowing the mixture to stay smooth and creamy. The mix is then quick-cooled to about 40°F and frozen via the "continuous freezer" method (the "batch freezer" method) that uses a steady flow of mix that freezes a set quantity of ice cream one batch at a time. minerals and vitamins).Ice cream contains non-fat solids (the non-fat. The small air cells that are incorporated by this whipping action prevent ice cream from becoming a solid mass of frozen ingredients. cups or moulds." revolving blades in the freezer. 9 . The ingredients are either "dropped" or "shot" into the semisolid ice cream after it leaves the freezer.500 pounds per square inch breaks the milk fat down into smaller particles.and triglycerides.5 pounds per gallon. After the flavouring additions are completed. such as plant derivatives. calcium. These basic ingredients are agitated and blended in a mixing tank. The mixture is then pumped into a pasteurizer. the ice cream can be packaged in a variety of containers. as well as a smoother and drier body and texture in the frozen form. which contribute nutritional value (protein.
V. E. Darbhanga & Madhubani Shahabad Dugdh Utpadak Sahkari Sangh Ltd. Patna . Different milk unions. III. Sitamarhi. Bhagalpur – Bhagalpur. Siwan.Champaran. Vikramshila Dugdh Utpadak Sahkari Sangh Ltd. Banka and Jamui. The Bihar State Milk Co-operative Federation Ltd. (VIMUL). Vaishali Patliputra Dugdh Utpadak Sahkari Sang Ltd (VPMU).Story of White Revolution in Bihar.Patna. Arrah – Bhojpur. Samastipur – Samastipur. VI. All the operations of erstwhile Bihar state Dairy Corporation were handed over to COMFED. which are organizing the DCS network in these districts I.COMFED . One more milk union was organized during 2009-09 and has been affiliated. Munger. Mithila Dugdh Utpadak Sahkari Sangh Ltd. Rajendra Prasad Dugdh Utpadak Sahkari Sangh Ltd. Five district level milk producers‟ coop unions affiliated to the milk federation were covering eighteen districts until the end of Operation Flood programme in March 1997 (end of the eight plans). Muzaffarpur – Muzaffarpur. Making total no. II. Sheohar. & West Champaran. Gopalganj. & Sheikhpura Deshratna Dr. (DRMU) Barauni – Begusarai. (MMU). Nalanda. Lakhisarai. Tirhut Dugdh Utpadak Sahkari Sangh Ltd (TIMUL). Buxar. of milk unions six covering all districts of Bihar. IV. Khagaria. (SMU). Kaimur and Rohtas. 10 . Saran. Vaishali . (COMFED) came into existence in 1983 as the implementing agency of operation flood programme of dairy development on Anand pattern in the state. and parts of Patna.
Jamshedpur Dairy – East. Kishanganj. Saharsa & Madhepura. Arwal & Nawada Kosi Dairy Project. Araria. Gumla. Gaya Dairy. ii. Gaya – Gaya. Lohardagaa.Coverage by other Dairies of COMFED i. Dhanbad & Gridih 11 . West Singhbhum & Saraikela Ranchi Dairy – Ranchi. v. Katihar. Magadh Dairy Project. Jehanabad. Supaul. Hazaribagh. Simdega & Chatra. Purnia Dairy. Bokaro Dairy – Bokaro. Aurangabad. iii. iv. Purnia – Purnia.
Efforts) on consumption related items. Kankarbagh & Patna city) Assessing Sudha Dairy‟s position in the territory vis-à-vis other brands. ( Phulwarisharif. Razabazar. Money. using evaluating and dispersing of products and services that they expert would satisfy their needs. As this was part of my internship therefore one of the aim was to do honestly whatever the beauty is assign to me for the overall betterment of carrier. They may respond to influences that change their mind last minute.Objectives of the project The ultimate aim of marketing is to meet and satisfy customer‟s needs. the consumer behaviour refers to the behaviour that consumers display in searching for purchasing. But “knowing customers” is never simply. Kadamkuan. Patliputra colony. Assessing the reasons of dissatisfaction within the user & seller. The objectives of the research are as follows: ` Assessing the ice-cream market of Sudha. Being a student of marketing research I feel that this type of survey is a wonderful opportunity to understand the basics of marketing and at the same time to understand the basics of marketing and at the same time to improve my research skill by having direct interaction with all type of people that is from elite to middle class to poor people. they may not in touch with their deeper motivations. wants and desires. Customers may state their needs and wants otherwise. It is also the study of how individuals make decisions to spend their available resources (Time. Suggesting remedial course of action for Sudha Dairy. 12 . In simple words.
o Tough climatic conditions were also not favourable. o Many respondents did not provide proper information due to biasness. Patliputra Colony. o Some respondents & sellers did not co-operate. 13 . The validity of the findings of this survey is limited to the period during which the field survey was conducted i.Methodology of Research The market survey was conducted on “Ascertaining the sale volume of branded ice-cream in Patna & market share of Sudha ice-cream in Patna town”. which determine the response of customer about his/her dairy products specially. Patna covering the six distribution zones in Patna namely Phulwarisharif. The samples of 120 respondents (20/zone) were taken to represent the response of customer. six weeks. milk. o The study is done on survey method and suffers from this method. However the conclusion that is drawn in this study can be considered as indicative or suggestive in nature. Kadamkuan. Phulwarisharif. o The survey covers feedback from users and sellers of Sudha Milk and milk products. This study was done at Bihar State Milk Co-operative Federation Ltd. o The non users although they know the product but still they are not buying the products because of some short-comings. it may not be possible to draw any major conclusions. o Time is major constraint. Razabazar. The survey through questionnaire covers a wide range of activities and factors. Kankarbagh & Patna City. Because of this hindrance.e.
Right decision at right time itself helps an organization to run smoothly. the way of problem solving right decision making and knowledge of different types of marketing activities gives much importance to this study.The seven weeks summer training is very important for a student of MBA. 14 . There is no certain formula for any particular problem but the aim of this study is to develop the ability of decision-making. This type of study gives some practical knowledge of MBA students and practical knowledge has more relevance than theoretical knowledge for anyone. When any problem comes to an executive. The training in any organization gives us an idea of different marketing activities and main emphasis is given on “Promotional Activities” Aspect and also it is seen how business is taken tactfully.
Different programme running under COMFED Animal health programme Milk Production Enhancement Programme Artificial Insemination Programme Prophylactic Vaccinations 1800000 1600000 1400000 1200000 1000000 800000 600000 400000 200000 0 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 70000 60000 50000 40000 30000 20000 10000 0 Mastitis control Programme Deworming Veterinary Camps Feed & fodder (Figures in metric tonnes) 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 15 .
11 TlPD – a fivefold increase as compared to 199293 was recovered. The daily average marketing of liquid milk in 2006-2007 was 532.55 thousand litres per day in 198788 to 106.54 thousand litres per day in 1992-93. Milk Procurement (Quantity in Thousand Kgs per day) 1200 1000 800 600 400 200 0 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012 Upcoming New Projects: o Jamui Dairy o Dehri-on-sone Dairy o Biharsharif Dairy Project Liquid Milk Marketing moved up from 100. Marketing of milk and milk products is being done in about 105 towns/cities through 7982 (including 407 whole day booths/parlors) outlets in Bihar. Expanding the network of marketing and maintaining high quality standards has been the key to success. strategies adopted in 1993-94 changed the trend completely. Jharkhand and adjoining areas of these two states. 16 . However.
Daily average milk marketing (Quantity in thousand lts/day) 900 800 700 600 500 400 300 200 100 0 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 Total sales of Sudha Milk Products (in metric tonnes) 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 17 .
COMFED TURNOVER (Figures in lakhs) 160000 140000 120000 100000 80000 60000 40000 20000 0 2000-2001 2001-2002 2003-2004 2006-2007 2008-2009 2009-2010 2010-2011 18 .
Raj fresh milk of Anuj Dairy private ltd. (Snowballs) Danone Kwality Wall‟s Vadilal Golden Dairy Products Pvt Ltd. Vadilal. Golden. Treat. Amul & Anuj are the major competitors of COMFED in Patna as well as in Bihar market. Cream Bell etc. Whereas in Ice-cream category there are various numbers of competition in Patna market to Sudha such as Snowball. Naturals Cream Bell Treat Gayatri Soya Milk All the above mentioned above are the competitors to Sudha who plays a very dominant role in Patna City. Kwality wall‟s. 19 . is the major competition in fresh milk category to Sudha in Bihar whereas Amul is the biggest competitors in others milk related products to Sudha in Bihar market.Competitor’s profile Flavoured ice-creams Amul Anuj Dairy Pvt Ltd. but the two of the above.
of producer membersNo. MembersNo. Per day 3821 Mts. Per day Milk collection (Total – 2010-2011) Milk Collection (Daily Average 2010-2011) Milk drying capacityCattle feed Manufacturing capacity- 20 .Amul Gujarat Cooperative Milk Marketing Federation GCMME: An overview Gujarat Cooperative Milk Marketing (GCMMF) is India‟s largest food products marketing organisation. of village societiesTotal milk handling capacity- 13 district cooperative milk producers‟ union 3 million 15.25 million litres 653 Mts. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.5 billion litres 9.322 14 million litres per day 3.
disease and hormonal injections. skilled manpower and swift working. Dairy goods is sold in the market under the brand name of „Raj‟ and ice-cream under the brand name of “Snowball”. The important point is that milk is not touched by hand in the whole processing line. 21 . This machine is bought from Alfa level (Sweden) the most reputed company in the field of dairy equipments manufacturers. peda. Test is being done by the experienced chemist and advanced testing equipments. Milk only passes through food grade stainless steel line. For the first time in Patna it turned milk from a commodity to a brand. paneer. The process through latest technology and immediate supply in the market keeps it fresh. butter.Anuj Dairy Pvt ltd. Pasteurisation is the process through which milk is freed from harmful bacteria. First of all milk goes to rigorous test. From pasteuriser milk goes to automatic packing machine where it is packed for supply in the market through company‟s marketing network. lassi and ice-cream to the consumers. Patna to make available its dairy goods like milk. Agmark is given in recognition of its quality and purity. To make quality milk available to the consumer requires advanced technology. khoa. A cattle whose milk is processed in plant live in natural environment and remains free from pollution. ghee. Its popularity is now without reasons. The company opened its own showroom “Dudha” at Nala Road & Boring Road Crossing. It is engaged in the processing of milk & milk products and within short span of time it became popular among the dairy goods lovers. hygienic and thus consumable. This is the reason it has established an edge over the other milk available in the market. Immediately it is pasteurised by high temperature short time continuous pasteuriser.
The sampling unit was customers of Patna for which this sample size as considered a fair representative of the mentioned.e. A sample size of 120 respondents was taken. sales person and dealer/retailer. of respondents X 100 Research design:During the research I have used the descriptive and diagnostic research which is concerned with describing the characteristic of a particular individual. 22 . Sampling method. Judgmental Sampling: The samples were on judgement and convenience. For analysis & interpretation of data the research used: Percentage = No.Descriptive Summary In this research I have used both the methods of data collection i. Primary data collected through questionnaire and secondary data is collected through in house journals. Patna. The basic focus of the survey was to do SWOT analysis of different brand of milk for Patna Dairy Project. The sample consisted of dealers/retailers spread over the entire area of the distributor. primary & secondary. In a descriptive or diagnostic study the first step is to specify the objectives with sufficient precision of ensure that the data collected are relevant. of a group. of Respondent/Total no. where as diagnostic research studies determine the frequency with which something occurs or its association with something else.
what is your gender? 100 50 0 Male Female 23 .1.120.2. 20/zone) Q.Which age group you belong to? 18% 18% 10-20 yrs 10% 20-30 yrs 30-40 yrs 40 & above 54% Q.Survey Analysis (Sample Size.
Are you a consumer of Sudha products? 0% Yes No 100% Q.Q. 3.4. Varieties of Sudha products you had? 120 100 80 60 40 20 0 Sudha flavoured milk Sudha Peda Sudha Dahi Sudha Ice-cream others 24 .
5. How often you have Sudha flavoured ice-cream? 5% 28% 23% Frequently Occasionally Rarely Seldom 44% 25 .Q.Is Sudha flavoured ice-cream your favourite of all Sudha products? 80 70 60 50 40 30 20 10 0 Yes No Q.6.
7. The quality of Sudha flavoured ice-cream is: 45 40 35 30 25 20 15 10 5 0 Excellent Very good Good Average 26 . Do you know in how many flavours Sudha flavoured Ice-cream is available? 70 60 50 40 30 20 10 0 Yes No Q.Q.8.
Sudha flavoured ice-cream tastes…. How do you feel after having Sudha flavoured ice-cream? 60 50 40 30 20 10 0 Refreshing Energetic Better No change 27 .9.Q. 80 70 60 50 40 30 20 10 0 Tasty Ok-Ok Satisfactory Bad Q.10..
How do you rate Sudha flavoured ice-cream in terms of price? 27% 6% 27% Costly Fair Reasonable 40% Cheap & best Q. others). Raj.12.11. What you rank Sudha flavoured ice-cream milk as compared to other flavoured ice-cream available in the market (Amul. 60 50 40 30 20 10 0 Top Next base Average Bottom 28 . Danone.Q.
14. Will you advice others to have Sudha flavoured ice-cream? 120 100 80 60 40 20 0 Yes No 29 .Q.In which field do you think Sudha flavoured ice-cream needs improvement? 5% 23% Price Quality 54% Quantity Availability 18% Q.13.
How is the promotional activity of our organization? 45 40 35 30 25 20 15 10 5 0 Excellent Very good Good Satisfactory Poor 30 .Q.16.15. How is quality consistency of our product? 40 30 20 10 0 Excellent Very good Good Series 1 Poor Satisfactory Q.
Need to put more stress in the face-to-face direct marketing to reach the customers. OPPORTUNITIES There is scope of business as there is a demand for dairy products. Kankarbagh Fewer margins given to the Outlet owners to match the existing competitors. WEAKNESS Not sufficient amount of dairy outlets in places like Patna city. 31 . etc. THREATS Increasing competition from the other brands like Raj. Strong marketing strategy by competitors by offering the discount coupons to consumers and providing healthy commissions to the retailers. The increasing demand for these products presents a great opportunity for the Sudha Dairy to increase and scale up the production. Strong supply chain management by the competitors. Sudha Dairy should open more outlets to get the maximum advantage of the demand. The increasing demand for these products presents a great opportunity for the Sudha Dairy to increase and scale up the production.SWOT Analysis of Sudha Dairy STRENGTHS The major strength of the Sudha Dairy is the different variety of milk and a recognized Brand name.
Shashi Bhushan Singh who is in this business from last 15 years. 32 . o There has been an important point raised by various retailers/dealers regarding carry bags and change in terms of money. Ram Das Shah of Nehru Nagar regarding less quantity of Khoa present in the printed packets. o According to Mr. Despite of this they are not available by the distributor. o On the other hand stated by Mr. the unavailability of retail store in Ambedkar Path colony area. Razabazar.Sinha of Gardanibagh regarding door to door delivery of the milk & milk products. no rewards and prize for the motivation for increase in sales. Muzaffarpur DCS eg. E. o There has been a serious issue arised by Mr. o According to Sub Inspector Vinay Kumar Rai & many more there has been slight increase in price of the products which is not favourable for the middle class section of the society which consumes the majority of products. Ram dana lie.K. there is decrease in quality & taste in peak season. Balusahi. 9 then there is not sufficient amount of change available. The salary is also not as expected and is constant since long. there has been unexpected decrease in the nutritional value of the products in the region as compared to the products of same brand sold at Vellore. A. there has been no meeting since 2003. Retailers/dealers buy their own carry bags and give it with the products to the customers. o According to Mr. o There was a request from Mr.Issues raised by the customers o According to Prof. Omprakash. He also arise the unavailabity of the dress code for the dealers. Jawahar lal of Gandhi Maidan there is no manufactured date printed on the ice-cream packets which creates confusion in mind of the customers. There is demand of products from Barauni. Issues raised by the dealers/retailers o According to Mr. U. Shashikant of Razabazar there is never full order delivery at time. the cost of a lassi packet is Rs.Dayal (Godda college. Jharkhand). Honey. o According to Subham verma who is a student.g. Kalakand.
o Some of the consumers want some improvement in the quantity. o Majority of consumers says that after having Sudha flavoured ice-cream they feel refreshing & energetic. o Customers like the quality of the flavoured ice-cream almost majority of them consumers are in favour of Sudha flavoured ice-cream‟s quality & they find it good. This is a thing to worry because inconsistency in the quality of the product can lead to decrease in loyal customer. o More than 50% of the consumers rank Sudha flavoured milk on Top. More than50% Sudha customers liked Sudha flavoured icecream. For them the price is affordable. They want more convenient locations. 33 . o Most of the consumers find the price of Sudha flavoured ice-cream reasonable. so the target market of Sudha flavoured ice-cream is people of age group 20-30 years & also kids of age group 10-20 because kids are always easy targets. quality & price.Findings & Recommendations o Sudha flavoured ice-cream is like by majority of people as we saw earlier in the graph. o But 40% the consumers don‟t think that Sudha is consistent in maintaining the quality of its product. o Majority of consumers are not satisfied with the location of Sudha outlets. o I have observed that people of age group 20 to 30 are maximum consumer of Sudha flavoured ice-cream . o Most of the consumers are not aware of different flavoured ice-cream of Sudha.
Open market plays a dominant role when it comes to distribution and sales of Milk and Milk products and they are major influences in the buying of a particular brand of Milk and milk products. That is what has been portrayed in this study. As it was the oldest brand of milk and ghee available in Bihar. Recommendations for improvements of Sudha flavoured ice-cream are seen as follows: Improvement of quality Improvement in service Improvement in availability Improvement in packaging 34 .Summary & Conclusions The following finding drawn by the respondents in Patna (Six Zones). Most of the respondents were buying Milk and Milk products through open markets and only a very few percentage of respondents bought them from retailers. This means that Sudha has maintained its quality since its inception. The classification of respondents were as follows: Male – 95% respondents Female – 5% respondents The brand name Sudha has awareness to the fullest extent and all the respondents knew very well about it. 75% of the respondents said that quality of Sudha products is the thing that they admit the most and few others said that they admired competitive price of Sudha. This is because of none of the companies in the market do now support any credit transactions. Whilw some of others also admired its availability and its agent‟s service. All these respondents know about it through advertisement and through the retailer. Almost every respondent‟s deals through cash and carry mode of payment with the sellers.
There is a problem of date also being faced by retailers. The company should aim at improving its Supply Chain Management. COMFED‟S success point to the critical importance of professional management that is free from political interference. without delays. The major problem faced by retailers/dealers is the supply problem i. next day. The respondents were using more of Sudha flavoured ice-cream when compared to any other products. the retailers can sell some of the same day‟s milk in the evening itself and the remaining would be happily acceptable by people in the morning. The company should get a proper feedback from retailers/dealers time to time. This can be done through certain schemes that increase the overall sales. In case they are facing any problem it can be solved timely. The company should increase incentive that can increase retailers/dealers nominal income.The World Bank 35 . . If retailers get the same day‟s milk in the evening (which is not so). problem with the distribution.e. Its horizontal production base and vertically integrated structure were conducive to broad membership and participation and its business design focused on sustaining the financial interest of members. The date printed in one day previous.
Different practices for the sustainable business environment done by COMFED (Rashtriya krishi vikas yojna. Understand the Supply chain management (procurement to distribution). Different techniques to increase the sales. Different marketing processes used in a Dairy. Scheme of renewable sources of energy. Bihar women dairy project. Bihar rural livelihood project). Last not the least the practical approach in an organization to obtain its objective.Learning from the SIP Organizational structure of Sudha Dairy. Distribution system in the Dairy. 36 .
Professional Profile : (a) Employed (c) House Wife (b) Self –employed (d) Student 4. What is your gender? (a) Male (e) (b) Female 6. Sudha flavoured ice-cream tastes………. How do you feel after having Sudha flavoured ice-cream? (a) Refreshing (b) Energetic 37 .Customer’s Questionnaire 1. Is Sudha flavoured ice-cream your favourite of all other Sudha products? (a) Yes (b) No 9. Varieties of Sudha products you had? (a) Flavoured milk (b) Peda (c) Ice-cream (d) Others (c) Dahi 8. How you find the quality of Sudha flavoured ice-cream? (a) Excellent (b) Very good (c) Good (d) Average 12. Name & Address: …………………………………………………………………………………………………………… 2. Which age group you belong to? (a) 10-20 (b) 20-30 (c) 30-40 (d) 40 & above 5. Are you a consumer of Sudha products? (a) Yes (b) No 7. How often you have Sudha flavoured ice-cream? (a) Frequently (b) Occasionally (c) Rarely (d) Seldom 10. Age: …………………………………………………………………………………………………………………. Do you know in how many flavours Sudha flavoured ice-cream is available? (a) Yes (b) No 11. 3. (a) Tasty (b) Ok-Ok (c) Satisfactory (d) Bad 13.
How you rate Sudha flavoured ice-cream in terms of price? (a) Costly (b) Fair (c) Reasonable (d) Cheap & best 15.. Raj. others)? (a) Top (b) Next best (c) Average (d) Bottom 16. How is the quality consistency of our product? (a) Excellent (b) Very good (c) Good (d) Satisfactory 19. Signature of the Respondent 38 . In which field do you think Sudha flavoured ice-cream needs improvement? (a) Price (b) Quality (c) Quantity (d) Availability 17.(c) Better (d) No change 14. Date: ……………………. Would you like to give any suggestion for the improvement of Sudha products? Place: ……………………. Where you rank Sudha flavoured ice-cream as compared to other competitors available in the market (Amul. How is the promotional activity of our organization? (a) Excellent (b) Very good (c) Good (d) Satisfactory (e) Poor (e) Poor 20. Will you advice others to have Sudha flavoured ice-cream? (a) Yes (b) No 18.
Google. Internet.bihargov. www. White revolution in Bihar.in.comfed. Google Image.Wikipedia.References & Appendices Books & journals – Bihar towards a Development Strategy Sudha information docket Information from various staff present at COMFED.org www. 39 .com. www.google.
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