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“To find out total market size of Sumul Milk and Competitor’s Survey” PROJECT BBA-307 SUBMITTED





Total market size of Sumul Milk & Competitor’s Survey  


I, the undersigned, SAGAR PATEL, student of BBA, hereby declare that the project work presented in this report on “To find out total market size of Sumul Milk and Competitor’s Survey” and organization overview at SUMUL DAIRY is my own work and submitted by me to “METAS ADVENTIST COLLAGE”, Surat towards the partial fulfilment of the BBA program. This project is entirely outcome of my own efforts and the report prepared there is based on the knowledge and the work done by me in the company during the project work. I further declare that to the best of my knowledge, to any other university or Institute for any examination, this report is not submitted by anyone else.

Place: SURAT Date: (Mr. Sagar.B.Patel) ( S.Y BBA )

Metas Adventist College

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Total market size of Sumul Milk & Competitor’s Survey  

I feel great pleasure to present this summer training report on “TO CHECK TOTAL MARKET SIZE OF MILK IN SURAT CITY AND COMPETITOR’S SURVEY” and organization overview at SUMUL DAIRY, Surat. Being a student of BBA it is my pleasure to have and opportunity to present this Industrial Summer Training report at “METAS ADVENTIST COLLAGE”. I would like to thank SUMUL DAIRY for giving me an opportunity to complete my project. I wish to give grateful acknowledgements to myrespective project guide Mr. Manish Bhatt (Asst. Marketing Manager)in SUMUL DAIRY and all the staff members of SUMUL for giving me invaluable information and guidance on the necessary the theoretical aspect and methodology for handling my work, without their valuable guidance, this project report can not be made possible. A special word of thanks to Dr.M.S. Jeremiah, President & CEO (METAS ADVENTIST COLLAGE) as this type of analysis work is the core function of management studies. My sincere thanks are also to my project guide Mrs. Ranjita for his guidance and technique about report writing that have been a key factor in the successful completion of this project. Last but not the least I acknowledge the support and encouragement of my parents, teacher and friends. Place: Date: (Mr. Sagar.B.Patel) Yours faithfully

Metas Adventist College

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1 2.3 1.4 9.5 2.3 2.5 1.6 2.Total market size of Sumul Milk & Competitor’s Survey   INDEX SR NO.1 1. History Of Indian Dairy Nddb Swot Analysis   COMPAN PROFILE Introduction To Sumul History Of Sumul Glimse Of Sumul Milestone Of Sumul Sumul Vision And Mission Statement Work Area Of Sumul Turnover Of Company Organisation Structure HUMAN RESOURCE DEPARTMENT PRODUCTION DEPARTMENT FINANCE DERPARTMENT MARKETING DEPARTMENT PRODUCT MIX THEORETICL ASPECT     71 72 73 76 76 77 78 100 102 104 106 108 Page 4   PAGE NO.3 9. 1 1.2 2.1 9.4 2. 5 6 6 7 12 13 14 16 17 18 20 21 23 25 27 28 29 39 44 49 56 67   .8 3 4 5 6 7 8     9 9.4 1.6 2 2.5 10 11 12 13 14 15 RESEARCH METHODOLOGY Marketing Research Research Design Data Collection Tools Sampling Design Limitation Of Research DATA ANALYSIS FINDING RECOMMENDATION CONCLUSION BIBLIOGRAPHY ANNEXURE Metas Adventist College   CONTENTS INDUSTRY PROFILE What Is Dairy ? Dairy Industry In India Background Of Industry.2 9.7 2.2 1.

INDUSTRIAL PROFILE Metas Adventist College Page 5 .Total market size of Sumul Milk & Competitor’s Survey   1.

500 crores by year 2005.43. He may transfer technology. By 2005. but also from buffalo. India is 'The Oyster' of the global dairy industry.00. The Indian dairy industry is rapidly growing. 1. the value of Indian dairy produce is expected to be Rs 10.2 Indian dairy Industry .1 WHAT IS DAIRY? A dairy is a facility for the extraction and processing of animal milk mostly from goats or cows. A bagful of 'pearls' awaits the international dairy processor in India. sign joint ventures or use India as a sourcing center for regional exports. A dairy farm produces milk and a dairy factory processes it into a variety of dairy products. who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. India’s dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Also India today is the lowest cost producer of per litre of milk in the world. compared with the U. As he expands his overseas operations to India many profitable options await him. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector.00. the word dairy describes milk-based products and processes. The liberalization of the Indian economy beckons to MNC's and foreign investors alike. horses. at 27 cents. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. milkbar or Separate and dairy factory is the term for what is elsewhere a dairy.S' 63 cents.a profile Today.Total market size of Sumul Milk & Competitor’s Survey   1. Presently the market is valued at around Rs7. In the UK a dairy is a processing facility that turns milk into a range of products. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. for example dairy cattle.000mn Metas Adventist College Page 6 . It offers opportunities galore to entrepreneurs worldwide. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs. sheep. or camels for human consumption. and Japan’s $2. In New Zealand English a dairy means a corner shop. dairy goat. trying to keep pace with the galloping progress around the world. As an adjective.000 million.8 dollars.

Milk production in India has developed significantly in the past few decades from a low volume of 17 million tons in 1951 to 110 million tonnes in 2009. a demand supply gap has become imminent in the dairy industry due to the changing consumption habits.3 Background Information India is the world’s largest producer of dairy products by volume and has the world’s largest dairy herd. when Indian dairy products started having more presence in global markets.Total market size of Sumul Milk & Competitor’s Survey   1. Metas Adventist College Page 7 . dairy products provide a critical source of nutrition and animal protein to millions of people in India. The country accounts for more than 13% of world’s total milk production and is also the world’s largest consumer of dairy products. exports from India were insignificantly small and it was not until 2000 onwards. as well as the large vegetarian segment of the country’s population. consuming almost all of its own milk production. as the country was neither an active importer nor an exporter of dairy products. Dairying has been regarded as one of the activities that could contribute to alleviating the poverty and unemployment especially in the drought‐prone and rain‐fed areas. Despite the increase in production. dynamic demographic patterns. about three‐fourth of the population live in rural areas and about 38% of them are poor. Currently. Therefore among these people. India was not noticed by most international dairy companies. and the rapid urbanization of rural India. Prior to year 2000. In India. This means that there is an urgent need for the growth rate of the dairy sector to match the rapidly growing Indian economy. the Indian dairy market is growing at an annual rate of 7%. Although India has imported some milk powder and butter oils as aid between 1970 and 1990.

Total market size of Sumul Milk & Competitor’s Survey   Key  Statistics: Annual  Milk  Production  (2008-­‐9)5 Annual  Export  Volume  (2008-­‐9)6 Share  of  world  dairy  production  (2010)7 Share  of  world  trade  in  dairy  products  (2003)8 Milking  herd  size   9 108.5  million 170 96.790  Tonnes 15% 0.5  Million  Tonnes 70.3% 115.000 15 250g/day 40-­‐50% 65% 75  million  women/  15   million  men Number  of  milk  producers’  cooperative  unions Number  of  local  dairy  cooperatives Number  of  state  cooperatives  10 Per  capita  consumption  (Drinking  milk)  11 Estimated  percentage  of  dairy  farmers  in  organised  sector  12 %  of  dairy  produce  consumed  by  unorganised  sector  13 Dairy  industry  workforce  14 Metas Adventist College Page 8 .

) 11 Metas Adventist College Page 9 .1 81.Total market size of Sumul Milk & Competitor’s Survey   Production of milk in India E= estimated T= target / expected Source: DFPI.7 56.8 74.5 65 68.2 63. Annual Report-1999-2000 Year 1988-89 1989-90 1990-91 1991-92 1992-93 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00(E) 2000-01(T) Production in million MT 48.4 51.3 58.0 World's major milk producers(Million MTs) Country India USA Russia Germany France Pakistan Brazil UK Ukraine Poland New Zealand 1997-98 71 71 34 27 24 21 21 14 15 12 1998-99 ( Approx.7 78.4 53.5 70.6 61.

yogurt and milk powder. curd. around 46 percent of the milk is consumed in fluid form and the rest is processed into various milk products such as butter. there were around 770 dairy processing units in the organised sector. milk powders. and the producers themselves. two‐third is sold in informal markets and 15‐16 percent of the total milk produced in India is processed by the organised market. khoa. India’s milk processing industry is small compared to the large amount of raw milk produced every year. Of the total milk distributed jointly by both the organised and unorganised sector. while the latter supplies to private processing units. butter. wholesalers. Of the milk that enters the formal and informal market.Total market size of Sumul Milk & Competitor’s Survey   Industry Structure. etc. Production and Consumption Industry Structure While it is estimated that around 40 to 50 percent of Indian dairy farmers are employed by the organised sector. Vendors and milk dealers dominate the informal market where the former generally procures milk from producers and sells them to urban households. Metas Adventist College Page 10 . including dairy cooperatives and the private sector. cottage cheese. Of the remaining. retailers. approximately 65 percent of milk in India is consumed (in fluid or processed forms) on farm or by the unorganised sector including local milk vendors. Almost 55 percent of the milk produced is consumed by the producer household. During 1999‐2000. almost 45 percent is consumed in the raw form while the remaining is processed to produce ghee.

40 percent are indigenous cows. yet consumer demand is growing at approximately double that rate. Out of the nation’s total milk production. about 55 percent comes from buffaloes. For example. Out of all bovine population in India. as the government of India continues to develop protocols for imported genetics products. the Indian dairy industry is growing its milk production in several ways. In addition. as the organised sector procures more milk. Traditionally. In response to increasingly strong demand for milk products. Indian  Milk  Production  by  State  (in  thousand  tonnes) Consumption growth and industry response Despite its huge production volume. However. feeding. fertility and veterinary care. those farmers working directly with buyers from the organised sector generally have access to modern extension services. which provide support for the dairy farmers to improve management. India nevertheless faces a milk supply gap due to increasing demand from a growing middle class population. commercial dairies are also continuing with strengthening their presence in India. dairy farmers have responded to increasing dairy prices by increasing herd sizes. dairy cattle becoming more popular due to their increased yields and shorter dry periods. Many of these extension service providers offer artificial insemination services that aim to further improving milk yields with new dairy cattle genetics. Metas Adventist College Page 11 . Finally. and the remainder from dairy cows. buffalo milk has been preferred for its high milk fat content. 46 percent are buffaloes and 14 percent are imported European or North American cattle crossbreeds. Estimation suggests that Indian dairy production is growing at a rate of about four percent per year. Artificial insemination services are expected to grow in the future.Total market size of Sumul Milk & Competitor’s Survey   Production The Indian dairy sector is different from other dairy producing countries as India places its emphasis on both cattle and buffalo milk.

With industrialization and urbanization the supply of milk became a commercial industry with specialized breeds of cow being developed for dairy. people in agricultural societies owned dairy animals that they milked for domestic or local (village) consumption. Initially they were part of the subsistence farming that nomads engaged in. as a draught animal for pulling a plough as a youngster and at the end of its useful life as meat). And repeat using both hands for speed. In northern countries where cows are kept in barns in winter. Hand-milking is accomplished by grasping the teats in the hand and expressing milk by either squeezing the fingers. as distinct from beef or draught animals. Milk-producing animals have been domesticated for may thousands of years.4 HISTORY OF INDIAN DAIRY Milking the old-fashioned way People milked cows by hand. a typical example of a cottage industry. heifers. The animals might serve multiple purposes (for example. particularly where they are kept in small numbers. In the more recent past. Metas Adventist College Page 12 . Both methods result in the milk that was trapped in the milk duct being squirted out the end into a bucket that is supported between the knees (or rests on the ground) of the milker who usually sits on a low stool to accomplish the milking task. and much of the rest of the year. in some countries small numbers of cows are still milked by hand. Young stock. progressively. from the udder end to the tip or by squeezing the teat between thumb and index finger then moving the hand downward from udder towards the end of the teat. or cows. In early times the cow. Initially more people were employed as milkier but it soon turned to mechanization with machines designed to do the milking. In this case the animals were normally milked by hand and the herd size was quite small so that all of the animals could be milked in less than an hour about 10 per milkier. As the community moved about the country so did their animals accompany them? Protecting and feeding the animals were a big part of the symbiotic relationship between the animal and the herder. The problem with this method is that it still relies on quiet animals because the milking end of the cow is not restrained. would have to be trained to remain still to be milked. they are still tethered only by the neck or head. In many countries the cows were tethered to a post and milked. Historically. would stand in the field or paddock while being milked.Total market size of Sumul Milk & Competitor’s Survey   1. the milking and the processing took place close together in space and time on a dairy farm.

4 million farmers are presently members of village dairy cooperatives. the Dairy Board has planned and spearheaded India's dairy programmes by placing dairy development in the hands of milk producers and the professionals they employ to manage their cooperatives.575 village dairy cooperatives federated into 170 milk unions and 15 federations procured on an average 21. NDDB began its operations with the mission of making dairying a vehicle to a better future for millions of grassroots milk producers.Total market size of Sumul Milk & Competitor’s Survey   1. NDDB's programmes and activities seek to strengthen farmer cooperatives and support national policies that are favourable to the growth of such institutions. Since its inception. tradition with modernity. The Dairy Board's strength lies in leveraging the capabilities of milk marketing federations and milk producers' cooperative unions to bring high quality services and modern technology to the service of rural India. India's 1. Operation Flood's third phase was completed in 1996 and has to its credit a number of significant achievements.5 NDDB (National Dairy Development Board) The National Dairy Development Board was created to promote. The National Dairy Development Board (NDDB) was founded in 1965 to replace exploitation with empowerment. As on March 2006. NDDB also promotes other commodity-based cooperatives. a programme extending over 26 years and which used World Bank loan to finance India's emergence as the world's largest milk producing nation. 17. stagnation with growth. The mission achieved thrust and direction with the launching of "Operation Flood". 12.5 million litres of milkevery day. Our more than 40 years' experience helping to create a national network of dairy cooperative institutions has been adapted and extended to other commodities and areas. In addition. transforming dairying into an instrument for the development of India's rural people. finance and support producer-owned and controlled organisations. Metas Adventist College Page 13 . allied industries and veterinary biological on an intensive and nation-wide basis. Our constant effort to learn and to enrich our experience is central to our approach and our capacities. Fundamental to NDDB's efforts are cooperative principles and cooperative strategies.

Margins: Quite reasonable. it is only a matter of time before we see the emergence of a cold chain • • • Metas Adventist College Page 14 . many new processes will follow to improve milk quality and extend its shelf life. Lack of control over yield: Theoretically. Surely. there is little control over milk yield. With balancing equipment. even on packed liquid milk. all is not well with distribution. increased awareness of developments like embryo transplant. artificial insemination and properly managed animal husbandry practices.6 SWOT ANALYSIS Strengths: Demand profile: Absolutely optimistic. built over last 30 years. you can keep on adding to your product line. why can’t we sell other dairy products too? Moreover. technical human resource pool. Weaknesses: • Perishability: Pasteurization has overcome this weakness partially. which requires proper channelization. But then if ice creams can be sold virtually at every nook and corner. However. Flexibility of product mix: Tremendous. Technical manpower: Professionally-trained. But with the overall economic improvement in India.Total market size of Sumul Milk & Competitor’s Survey   1. Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. more than 80 per cent of milk produced is flowing into the unorganized sector. Presently. UHT gives milk long life. Availability of raw material: Abundant. Problematic distribution: Yes. these problems would also get solved. coupled with higher income to rural milk producers should automatically lead to improvement in milk yields.

• A lateral view opens up opportunities in milk proteins through casein. and the Middle East. Amul is exporting to Bangladesh. the un-organized sector: Today milk vendors are occupying the pride of place in the industry. ice creams. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. Given below are potential areas of value addition: • Steps should be taken to introduce value-added products like shrikhand. flavored milk. Ø Export potential: Efforts to exploit export potential are already on. khoa. further opening up export opportunities.Total market size of Sumul Milk & Competitor’s Survey   Opportunities: "Failure is never final. • Addition of cultured products like yoghurt and cheese lend further strength . geriatric foods and nutritionals. He met failure head-on. He entered the industry when there were only threats. Dr Kurien bears out this statement perfectly. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Metas Adventist College Page 15 . paneer.both in terms of utilization of resources and presence in the market place. Threats: Milk vendors. the following areas must be tapped: Ø Value addition: There is a phenomenal scope for innovations in product development. innovative approach (in product lines and marketing) and values (of quality/ethics). etc. caseinates and other dietary proteins. and now he clearly is an example of ‘never ending success’! If dairy entrepreneurs are looking for opportunities in India. Nigeria. dairy sweets. and success never ending”. Sri Lanka. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building. Following the new GATT treaty. packaging and presentation. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks). opportunities will increase tremendously for the export of agri-products in general and dairy products in particular. • Yet another aspect can be the addition of infant foods. The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’.

Total market size of Sumul Milk & Competitor’s Survey   2. COMPANY PROFILE Metas Adventist College Page 16 .

butter milk etc. flavored milk.736 liters of milk annually makes it the third largest union in the state after the AMUL and Mahesana dairy. Hence. to make the distribute system fast and the delivered milk in time. The total numbers of employees are about 1100 besides the contract workers. The present market of Surat for liquid milk is around 6. the Surat district co-operative milk producer’s union ltd.90 lack liters per day. This has necessary active development of “by product” market. Today’s Sumul enjoys the pride to serve milk and milk products to populous Surat city and surrounding towns of it. shrikhand. Under Sumul’s activities. came in to existence on August 22. 1951… The formal commissioning of the pasteurization plant on March 17. Surat district is now firmly established as a milk shed and is growing from strength to strength. sweet. 1968 was a turning point of Sumul.Total market size of Sumul Milk & Competitor’s Survey   2. lassi. Sumul is holding strong brand equity in Surat district and command more than 70% of the liquid milk in Surat city. Sumul consist of 13 board of directors one each of 13 talukas of Surat district and they from themselves elect the chairman. Products so far introduced are Paneer.929. Metas Adventist College Page 17 . ghee.1 INTRODUCTION TO SUMUL The Sumul district co-operative milk producer’s union ltd (SUMUL Dairy) is a co-operative endeavor committed to help marginal farmers and down trodden tribal to lead to a healthy life and better standard of living through scientific animal husbandry practices. The area of operation of Sumul is the entire district of Sumul. SUMULis trade name and literally meaning sound process. The present milk procurement of 160.

SUMUL is trade name and literally meaning sound price. the marketers of Amul brand of products.Total market size of Sumul Milk & Competitor’s Survey   2. this would also ensure elimination of middlemen. was never popular with tribal's (a major rural population in the District) as practically no infrastructure existed for milk marketing in their talukas.2 HISTORY OF SUMUL Sumul or Surat Milk Union Limited. traditional Private Milk Traders were dominant in the area. operative line was essential. As such their income from milk was very low and they had no incentive for modern dairy farming. Hence. operative Milk Producers' Union Ltd. equitable distribution of benefits to Rural Milk Producers and indirectly to urban milk consumers as well. the Surat District Co. Before SUMUL stepped in. Dairying on the other hand. Organisation and integration of procurement. Surat District has been a Pioneer in India in channeling trade in Cotton and Milk through co-operatives. In fact unbridled adulteration of milk was practiced by these traders to meet the growing demand of milk in the city. The milk procurement price which used to be fixed by the traders (traditional Bhatias) was very low and was fluctuating from time to time at their sole discretion. 1951. which is now renamed as The Surat District Co-operative Milk Producers' Union Ltd. is one among the 17 district unions which acts as manufacturing units of dairy products for Gujarat Co-operative Milk Marketing Federation Limited. Hygienic and pure milk was almost unknown in the market. The farmers resented the system. inaccessibility to their villages as well as taboos regarding keeping of buffaloes prevented the entire population of tribal's from considering dairying as a source of income. processing and marketing of milk and milk products by the producers themselves on a sound co. The private trade was monopolizing the Milk market and exploiting both the Milk Producers and Consumers alike. but were helpless in the face of these traditional constraints and to their own lack of resourcelessness. To salvage the poor producers from the clutches of these Private Traders. These has capitalized on the absence of any infrastructure and processing facilities and has managed to keep producers from deriving equitable benefits from the marketable surplus generated. Metas Adventist College Page 18 .. came into existence on August 22.

2.Total market size of Sumul Milk & Competitor’s Survey   Board of Directors Name 1. 15. 5. Shri Mansinhbhai Kalyanjibhai Patel Chairman Shri Pravinbhai Namlabhai Gamit Shri Arvindbhai Singabhai Gamit Shri Jayeshbhai Natvarbhai Patel Shri Jitendra Dhirajlal Desai Shri Manojbhai Naranbhai Patel Shri Rajeshkumar Kantilal Pathak Shri Ramanbhai Ukadiyabhai Gamit Shri Nareshbhai Bhikhabhai Patel Shri Bharatsinh Gomansinh Solanki Shri Ajitbhai Jagubhai Patel Shri Jaysingbhai Dungariyabhai Vasava Shri Bharatbhai Sudambhai Patel Shri M. 3. Desai / Dr. 9. 6. T. S. 10. S. 7. 8. K. K. 11. 13. Saiyad Dr. Pramanik Vice Chairman Metas Adventist College Page 19 . 4. 14. 12.

1951 March. per day 30.5 MTs. Date of Registration 2. of Veterinarians 12. No.000 ltrs. No. 1968 50.3 GLIMPSE OF SUMUL 1.71. per day 9.000 ltrs. Date of commissioning of Pasteurization Dairy Plant 3. per day 3.operatives Managed by women 81 10. Present capacity of Dairy Plant 5.502 32.00. No. per day Producers Metas Adventist College 14. of Milk Producers Co-op. Milk Co.000 ltrs. per day 12. Mineral Mixture Plant : Production and : 45000 packets for Milk Page 20 .operatives. of A. Total membership and Nos.I.000 ltrs.00. of Mobile Veterinary Clinics 11. 8.000 ltrs. per day 1. per day 5. Cattle feed Mixing Plant capacity sale 22 40 130 300 Mts. Milk Powder Drying capacity 6.Total market size of Sumul Milk & Competitor’s Survey   2. per day 2. Centres 13.000 ltrs.703 204205 956 22nd August. Milk Chilling Plants alongwith capacity of Milk Chilling Bajipura Uchchal Navi Pardi Chasvad Dediapada 7. of Primary Milk Producers' Co.00. : a) Tribals b) Non-Tribals Society 898 79 Membership 1. per day 30. Dairy Plant capacity at the time of commissioning 4. No.00.000 ltrs.

4 Milestone of Sumul Dairy Metas Adventist College Page 21 .Total market size of Sumul Milk & Competitor’s Survey   2.

Total market size of Sumul Milk & Competitor’s Survey   OBJECTIVES The Sumul Dairy was established with the following objectives: Ø To provide guaranteed remunerative milk market round the year for surplus milk. Metas Adventist College Page 22 .5 FUTURE OBJECTIVES OF SUMUL Ø The Sumul Dairy shall provide proper Nutrition and Good Health to its customers in addition to achieving customer delight. 2. Ø To provide maximum return to producers Ø To Provide good quality Milk and Milk Product to consumers Ø To increase milk productivity at most economic rate by providing technical input services to the producers.

trust & excellence without compromising our honesty and integrity” Values   Excellence Dedication Team work Cooperation Ownership Trust and courage Honesty Transparency Self leadership Metas Adventist College Page 23 .Total market size of Sumul Milk & Competitor’s Survey   2.6  Sumul’s  Vision  Statement   “We are socially responsible organization with commitment to consumer delight and respect fro all. We believe in growth and continuous improvement through teamwork.

10. Infect.682 kg/day 595.00. 2500 Crores 14. it has already put into practice TPM and TQM tools in the organization besides many Quality Circle (QC) and Small Group Activity (SGA) operating in the organization to achieve the vision and mission.000 Liters/Per day 750 Mt / day 200 societies 425 Liquid milk in pouch Distribution systemthrough insulated Only products It is quite obvious from the mission statement of the Sumul.Total market size of Sumul Milk & Competitor’s Survey   Sumul’s Mission Statement SUMUL is the market legend capturing 78 % of market in Surat and want to be the most believable Organization going towards Total Customer Satisfaction up to the Customer door.595 LPD 300 Mt / day 109 societies 91 2019-20 Rs. the organization is committed to customer satisfaction and believes in providing the highest quality of product to them. Metas Adventist College Page 24 .000 kg/day 13.59. SUMUL Dairy has prepared Mission-2020 on the basis of Vision and Values. Overview of Mission. 607 Crores 6.2020 is as follows: MISSION-2020 Attributes Turnover Milk Procurement Milk Sale Cattle feed Woman empowerment BCU vehicle 2006-07 Rs. for ensuring highest quality product.

Unit SUMUL DAIRY Navi Pardi Chilling Centre Uchchhal Chilling Centre Bajipura Chilling Centre Sumuldan Factory Nasik Plant Nizer Chilling Centre Place Surat Navi Pardi (N.C.P.000 LTPD Employees 950 66 49 113 96 --16 Distance From Surat 0 km 25 km 105 km 50 km 18 km 175 km Page 25 Metas Adventist College .) Nasik Nizer Capacity 11 Lakh LTPD 2 Lakh LTPD 1 Lakh LTPD 3 Lakh LTPD 200 MT PD 50000 LTPD 63.C. Basically work area of Sumul is covered the Surat city & its rural areas. The map of Work Areas of SUMUL shows the outline of areas.F.C.C).C.) Uchchhal (U.) Chalthan (S.C. Bajipura (B.Total market size of Sumul Milk & Competitor’s Survey   2.D.7 WORK AREA OF SUMUL Sumul is very popular Brand not only in Surat but it is even more popular in rural areas of Surat.

110. These chilling centers were established with a view to improve the quality of milk and ease pressure at its headquarters.25. efficiently and economically transported twice daily to its dairy plant and chilling centers for processing and marketing. It covers 15. Since the milk procurement system has been extended far and wide in the entire district. where milk is speedily. Sumul provides milk collection facilities at the producer’s door in each village co-operative.Total market size of Sumul Milk & Competitor’s Survey   SUMUL dairy is located near railway station road in Surat. The chilled is then transferred to the mail plant at Surat railway station road. Navi Pardi. which aids the economy of their milk production enterprise or else they would have been obliged to dispose of their milk to the middlemen at very low price. Uchchal.146 km respectively from Surat city.000 – acre land.105. Metas Adventist College Page 26 . Chaved and Dediapada site at a distance of 50. These 5 chilling center have provided have provided equal opportunities of milk marketing to the distantly inhabited tribal milk producers. if the need arises in future. A large plot of area was bought while establishing Navi Pardi Chilling Center keeping in mind to shift the dairy plant from city. Sumul have five chilling center at Bajipura.

we can see that Sumul has made a continuous progress in their Turnover. The present turnover of the firm is 188 Crores more than the turnover of the previous year Metas Adventist College Page 27 .8  Turn  Over  of  the  Company   (In Crores) Year Turn Over 2004-05 153 2005-06 607 2006-07 700 2007-08 790 2008-09 900 2009-10 1088 From the study of the above diagram.Total market size of Sumul Milk & Competitor’s Survey   2.

Total market size of Sumul Milk & Competitor’s Survey   2.9 Organisation Structure Metas Adventist College Page 28 .

Total market size of Sumul Milk & Competitor’s Survey   3. Human Resource Department Metas Adventist College Page 29 .

Total market size of Sumul Milk & Competitor’s Survey   Human Resource Department Hierarchy of Organizatiom Bord of Director Managing Director Senior Executive Officer Junior Executive Officer Senior Assistant Junior Assistant Technician Workman Metas Adventist College Page 30 .

Ø Developing professional attitude and approach Ø Developing ‘Global Managers’ for tomorrow to ensure the role of global players. Ø Enhance productivity and performance by developing employee competency and potential. Ø To provide job contentment through empowerment.Total market size of Sumul Milk & Competitor’s Survey   HR OBJECTIVES Ø To develop business leaders fro tomorrow. Metas Adventist College Page 31 . Ø To enhance the quality of life of employees and their family. Ø To develop and sustain core values ROLE OF HR IN SUMUL Ø Alignment of HR vision with Corporate Vision Ø Shift from support group to strategic in business operations Ø HR as a change agent. Ø To foster a climate of creativity. Ø To build and upgrade competencies through virtual learning. opportunities for growth and providing challenge in the job. innovation and enthusiasm. accountability and responsibility.

The main activities of this department are selection.Total market size of Sumul Milk & Competitor’s Survey   HUMAN RESOURCES ACTIVITIES In SUMUL HR dept. To diffuse the effect of Global Competition. QC. skill & 1995 Self Development (Self management Leadership. Sumul has adopted the latest concepts of management practices and provided appropriate training with the help of leading institute from time to time for up-gradation & development of its Human Resource Some of the efforts of Sumul to achieve this are: Employee Knowledge) Personality Development (Attitude. training. Kaizen. and welfare actives. SQC 1996 Total Productive Maintenance 1999 Meditation Hall 2000 Metas Adventist College Page 32 . SGA. is very important. recruitment. Meditation) 1995 Total Quality Management.

Rest room: It is also provided to take rest during the Lunch hours. Washing facilities: The facility of washing clothes is provided to all the workers. 10. when any accident occurs during the working hours of the organization. Shoes and Raincoats are provided to all employees and workers.Vehicle loan: It is given to Employee / Executive only. 7. Lunch and Dinner at economic price. Store & drying facility: The full time workers are given personnel lockers to store their things and also facility for drying clothes.Total market size of Sumul Milk & Competitor’s Survey   Not only have that but Sumul also provided other facilities for their employees like: [[[ 1. worker and visitors separately. 4. 8.Vehicle parking space: It is provide for employee.Uniforms. 9.Department stores: “KAMDHENU” department store is in the staff ready credit society / Staff Quarters to purchase all necessary items at economic rate for employee.Canteen facility: It is providing employee to take Breakfast. Metas Adventist College Page 33 . 2.First aid facility: It is given for quick remedy of employees.Accommodation: Organization is providing township & accommodation facilities to employees. 5. 6. Shoes and Raincoats: Uniforms. 3.

Ø Employee name. Ø To whom to contact in your absence at your residence & the nearest phone no. Ø Age Ø Male / female Metas Adventist College Page 34 . Ø Employee Permanent address with telephone no. Ø Employee present residual address with telephone no.Total market size of Sumul Milk & Competitor’s Survey   EMPLOYEE RECORDS Generally the company also needs record information pertaining employees that are as follows. Ø Employee birth date Ø Employee’s education qualification Ø Year and date of joined services Ø Department in which currently works.

Ø Advertisement. It means right person a right place. two types of SOURCES are used in the Organization: 1. Generally. Need of selection would be arise when vacancies are made in organization. Ø Identifying the prospective employee. External Recruitment: Ø Direct Interview: Ø Campus interview. Procedure for selection is differing from organization to organization and from job to job. Internal Recruitment: It is generally done through promotion and training programs. 2. Ø Locating and developing the sources of required number and type of employees. B) Selection Process: The Selection Process is concerned with determining whether an applicant meets with all the qualification need to perform a particular job. Ø Communicating the information. It is very important because of a wrong person is selected it will cost to the company. For Executives: Ø Written Test Aptitude test Subject test Ø Group Discussion Ø Interview Ø Final selection For Non-Executives: Ø Written Test Ø Final interview Ø Final selection Metas Adventist College Page 35 .Total market size of Sumul Milk & Competitor’s Survey   RECRUITMENT & SELECTION PROCESS A) Recruitment Process Ø HR Department receives requisitions.

of training programs for their employees. B) TransferPolicy There is not any policy for transfer. Training is not uncommon in Sumul. then they are promoted as provisionary and after one year they are confirmed. Both internal and external training is carried out as and when required. but managing director of the organization generally takes the transfer decisions. Officers and senior Executives attend the management development programmed organized by the institute. Moreover promotion is given on the basis of education obtain by different personnel. In Sumul generally Training is given in 3 Categories. which are as follows: Ø Management Training Ø Office Training Ø Senior Executive Training The management training is given for 6 months. which has arranged no. PROMOTIONS AND TRANSFER POLICY A) PromotionPolicy The Management Trainees are given 6 month training and later on if they perform well.Total market size of Sumul Milk & Competitor’s Survey   TRAINING AND DEVELOPMENT SYSTEM Training is very important aspect for any organisation. It has an elaborate training program to make employees acquire new skills and knowledge. Metas Adventist College Page 36 . Sumul is such organisation.

Sumul has revised its pay structure to attract more young talents like: Leave Travel Allowance (LTA) Every year allowance is given to employees for traveling any place. during last agreement. Plus two increments without any change in his/her designation. There is also a compulsory increment every 14 and 23 year in which. Shift Allowance (SA) Shift allowance is provided in following way: In Sumul there are 3 shift exist. Only one increment is given a provided every month as washing allowances to worker category. However. upgraded employees have also been given designation as per new salary scale. However for calculating increment for an employee. City & Travel Allowance (CTA) Those who live in city are given these allowances more than those are in the village.Total market size of Sumul Milk & Competitor’s Survey   WAGE & SALARY STRUCTURE In Sumul generally 3 types of allowances are given which are as follows: Ø Dearness Allowance Ø Additional Dearness Allowance (ADA) Ø House rent Allowance (HRA) Some fixed amount of house rent allowance is provided for those who live in rental house. the employee becomes eligible for immediate next salary scale. Metas Adventist College Page 37 . Washing Allowances (WA) Rs. 20/. Super Annuitant Scheme (SAS) it provided after every 3 years (BASIC+DA+ADA). an employee joining the organization in second week of January in 2006 would be having his next increment due in 2007 July not in January. Sumul has a fixed increment system for each level of authority in the organization. Rather month of January and July are considered as base month for the same. This amount is also fixed. For instance. the period of time the day of his joining are taken into consideration. Recently.

Ø Salary + other welfare activities are included in settlement.of all higher executives salary is maintained for this fund. Metas Adventist College Page 38 .3000 to the ward and family of the dad. Ø Trade union exists affiliated to Surat District Kamdar Sabha. Every month Rs1/. Bicycle Allowance (BA) It is give to all permanent employee of worker category.Total market size of Sumul Milk & Competitor’s Survey   Visiting Allowance (VA) This allowance is given to the entire field officers and veterinary officer. Ø Settlement is done after every 3 years. Ø Union and management relation are very cordial. Other Components: • Bonus (8. INDUSTRIAL RELATIONS ENVIRONMENT Ø The industrial environment is very good in the organization.33% of BASIC +DA+ADA) • Funeral Fund Rs. Driving Allowance (DA) It is giving to the drivers of tempos and trucks of SUMUL. Scooter Allowance (SA) This allowance is given to all the officers and marketing executives.

PRODUCTION MANAGEMENT DEPARTMENT Metas Adventist College Page 39 .Total market size of Sumul Milk & Competitor’s Survey   4.

Metas Adventist College Page 40 .e. 37.3%fat. Gandhinagar and other district co-operative milk unions. 215/. cow milk 4.Total market size of Sumul Milk & Competitor’s Survey   PRODUCTION MANAGEMENT STRUCTURE Managing Director In charge Strategy Business Unit Center Packing of Shrikhand Sweets Production manager (1) Production manager (2) Cream Processing Tanker Handling Raw Milk Transportation Pasteurized Milk Transportation Manufacturing Skim milk Powder Milk Processing Cream Processing Packing of Pasteurized Milk Packing of Manufacturing of Flavored Milk Milk Packing of Manufacturing of Ghee Packing of Manufacturing of Dahi Sumul has produced 15.094 kg i. It has attained self-sufficiency in its milk requirement.52% consulted buffalo milk and 6. Sumul has paid on an average Rs.e.per kg its milk producers / farmers. Buffalo milk contains 6. 8. Milk during the year out of which 10’09’44’886kg i. 9. Sumul is in a position to surplus milk to mother dairy of Gujarat co-operative milk marketing federation limited.91.760 ltr.50% consulted cow milk.8% fat.00%snf.5%snf that aids the union in marketing good quality milk and milk products. in Gujarat.65. Now.61.62.04.

11. The qualified milk is received at raw milk receiving Dock at dairy. Packed milk stored in well-maintained cold storage. 3. clarified and standardized using lasted technological machine & equipments. 9.Total market size of Sumul Milk & Competitor’s Survey   PRODUCTION PROCESS Milk cycle: 1. Milk is pasteurized. Metas Adventist College Page 41 . No compromises with the quality of milk being received. Milk dispatched for the sale in the market. 7. The milk is tested in dairy lab. A machine milking the cow 2. 8. 6. The collected milk is tested against the set standard. 12. Cleanliness is always the top priority at any stage of milk cycle cans cleaning process. That insures quality of milk being received from the root level. Pouch filling for all the end users. The received milk is sold locally as well as transported to the dairy for the further processing 5. 4. Milk producer’s co-operative Ltd collects the milk from the entire village. 10. Milk again tested before being packed.

The position of the person was such that it to very less time. ACTIVITIES OF PRODUCTION DEPARTMENTS 1. Then he kept all the four pouches together in the crate coming over the Belt conveyor. Quality control 5. (4 sec) The entire process was completed in 18 sec. (4 sec) 3. sealed and ready pouches were thrown though the pouchfilling machine. 1. which uses to come serially on the belt conveyors.Total market size of Sumul Milk & Competitor’s Survey   TIME & MOTION STUDY During the visit to the production plant we have done micro motion study of a worker whose work was to take the milk pouched from the machine and the keep them on crate. The pouches of 500 ml were filled in Polly bags. He again tuned and caught all the four pouches with two hands. Material requirement planning 3. And again kept all the four pouches together in the crate coming over the Belt conveyor. First of all we caught the two pouches in one hand and again two pouches with other hand (5 sec) 2. (5 sec) 4. Packaging 6. Production of planning 2. Painting of pack product 7. Transport to Marketplace Metas Adventist College Page 42 . Store finished goods and raw material 4.

since it is a giant dairy. and so they used much material equipment.Hazard Analysis Critical Control Point Metas Adventist College Page 43 . 20 Liter. The total no. of material equipment used is as follows: Equipment Milk Tankers: Sumul On contract Tempos (on contract) Crates Cans: 40 Liter. ISO CERTIFICATION ISO 9001-2 FOR QUALITY CONTROL ISO 14001 FOR ENVIRONMENTAL SAFETY MANAGEMENT ISO 22000 FOR FOOD SAFTY MANAGEMENT (Recently taken) And also has HACCP.000 No. is fully automatic. Crates Trolleys Cans Trolleys Plastic Tube 250 25 50 10 5 13 11 70 40.Total market size of Sumul Milk & Competitor’s Survey   MATERIAL HANDLING EQUIPMENTS USED Sumul dairy.

FINANCE DEPARTMENT Metas Adventist College Page 44 .Total market size of Sumul Milk & Competitor’s Survey   5.

Metas Adventist College Page 45 . 4. To monitor & measure debtors 2. To prepare profit & loss account 3. To maintain working capital at minimum level compared to last year. To monitor & measure internal customer satisfaction. 1. 6. 5. To prepare a balance sheet of 7th may each year.Total market size of Sumul Milk & Competitor’s Survey   FINANCE DEPARTMENT HIERARCHY OF FINANCE DEPARTMENT OBJECTIVES The main objective of finance department is Sumul are as under. To increase short-term investment by 10%.

02 0.01 0.03 0.06 0.01 milk purchase packing expense salary transportation charge R&D electricity expense distribution where rupee gone? FROM WHERE RUPEE COMES? WHERE RUPEE GONE? Metas Adventist College Page 46 . Surat (2) For Investment on Expansion: Ø National Dairy Board Ø Share capital Ø Debenture From where rupee comes? 0.77 0.03 0.16 milk sales product sales closing stock miscellenious income 0. Surat Ø Surat Mahila Nagrik Sahakari Bank. Surat Ø State Bank of India.83 0. Investment on expansion These requirements fulfill by taking loan and issuing share. Surat Ø Sarvoday Sahakari Bank Ltd. Surat Ø Indian Bank. In working Capital 2.Total market size of Sumul Milk & Competitor’s Survey   SOURCES OF FINANCE In the Sumul dairy requirement of finance is major into two major areas.02 0. (1) For working Capital: To meet the needs of arising working capital Sumul makes transactions from the following banks.02 0. 1. Surat Ø Dena Bank. Ø The Surat District Co-operative Bank Ltd. Surat Ø Co-operation Bank.

9 software is used in finance department and mercantile is used in Accounting. 5 Years procurement capacity COMPUTERIZED SYSTEM OF ACCOUNTS As finance Department in SUMUL deals with various transaction of finance it always maintains computerized system of accounts. per capital consumption so as to arrive at overall market size and r=targeted market sale for Sumul product. Issuing shares. income. Cash management Annual Business Plan: The annual business plan is prepared by taking the information regarding sales of every product. Working capital managing 4. Segment wise demand estimation 7. Issuing financial resources to different department. Data Required for Annual Plan: 1. 5 Years procurement analysis 8. They maintained this system of accounting because it is also helpful in forecasting the costs. Manpower requirement 4. Tally 0. The company has prepared their own made software for billing and other purpose.Total market size of Sumul Milk & Competitor’s Survey   ACTIVITIES OF FINANCE DEPARTMENT 1. Metas Adventist College Page 47 . 3. Estimated investment 5. When financial resources is not that time taken loans. maintaining manual accounts in much time consuming and may lead to inaccurate result. and product mix are needed. This software was specially design for the firm according to the requirement of the firm. Marketing channels 3. Balance sheet & Annual general prepared. Product mix plane 2. etc moreover. 2. The sales officer compile these data taking into consideration growth rate of city population. Planning & budgeting of financial resources. expenses. Institutional demand 6. for the effectiveness of annual business plan the data regarding marketing channel. Accounting management. 5.

Ø Receipt of milk collection data. Collection of sales bills & sales data 2. To pass duration entry to the computer. The concern department authority certifies every bill. Ø Feed all the data in computer with oracle support Ø Reduction of DCSP (dairy co-operative society purchase) & other miscellaneous Ø Account of net amount payable to society is prepared. Feed concern data in computer 4. Data verification with sales information 3. Ø Verify the data with concern department & payment for each dairy co-operative society. & Then finance department will make payment to the transportation for any expenses. They have to give justification for any expenses. To The Transporters All the come to the finance department for final payment. Metas Adventist College Page 48 . & Then finance department will make payment to the transporters on the bases of certified & approved bills. Feed duration data in computer 5. Ø The payment will send by MT (Money Transfer) by district co-operative bank. To the Milk Producers Ø Finance department will make payment on the base of certified & approved bills.Total market size of Sumul Milk & Competitor’s Survey   PAYMENT PROCESS 1.

Total market size of Sumul Milk & Competitor’s Survey   6. MARKETING DEPARTMENT Metas Adventist College Page 49 .

Total market size of Sumul Milk & Competitor’s Survey   MARKETING DEPARTMENT Hierarchy of Marketing Department Managing Director Senior Executive Officer Senior Executive Junior Executive Senior Assistant Junior Assistant Workmen Metas Adventist College Page 50 .

milk products & other than milk products. Ø Indirect Distribution Channels Sumul is distributing various products: milk. which are in direct contact with the customer.Total market size of Sumul Milk & Competitor’s Survey   OBJECTIVES OF DEPARTMENT Ø Increase  the  yearly  sale  of  Sumul  products  by  15  present  in  compression  of  last  year’s  same  month. Sumul has their own 44 milk parlours. Ø To monitor the product and the storage condition including GMP and distributors parlour retailers levels.   Ø The monitor the internal and external customers’ satisfaction level. Metas Adventist College Page 51 . CHANNEL OF DISTRIBUTION Dairy Agent Customer Ø Direct Distribution Channel Sumul is handling 1900 outlets for selling their buttermilk. All dairy co-operative society acts as a distributor for all Sumul products. HACCP. tea and sugar. Customer should be got advantage of these technologies for this reason Sumul Started online shopping facility to Direct Customer as well as Distributor and parlour also net facilities like. Ø Appoint 5 new agents per month to make milk easily available in market. ISO-14000. There are 3 major distributors in Surat city & 19 distributors in rural areas. GMP and Sumul products about 1000 customer per year. Ø Training and awareness to customer regarding ISO-9000. In Surat city Sumul has created 3400 outlets. information technology growing very fast and Sumul always ahead in technology. Ø To take 25 milk awareness programs at various schools in Surat.

Kodod. Kosamba. Vyara. and www.sumuldairy. We are the market leaders in almost each dairy product in Surat District. In dairy industry Sumul Dairy is wide term. This whole district is covered by almost 3000 retail outlets. Ukai. Product Ghee Paneer Shrikhand & Sweets Milk Market Share 70% 50% 15% 70% Metas Adventist College Page 52 . Kathor. Kamrej.b2bsumul. Kim.Total market size of Sumul Milk & Competitor’s Survey   Direct Customer Distributor and parlour www. The distributors and parlours cover whole Surat District including Surat City. Olpad. they constantly remain in contact with the customers. Bardoli.

Surat. Another Promotion Activity: Ø Changes have been done in packing and slogans of few products. Ø Sumul Painting Competition 2002-02 organized by Sumul & Saint Xavier’s School.Total market size of Sumul Milk & Competitor’s Survey   Promotion Policy Promotion activity mainly consists of advertisement. Ø School students visiting Sumul as a part of their education to know about production activity. However Sumul dairy spend nearly 20 to 25 lakh on the advertisement. The contract of advertisement is with the Venus ads. Ø A mobile van with facility to test milk show films to customers and address public regarding the hygienic aspects of Sumul milk. Ø “Sumul Dairy Cooking Competition” organized by Sumul at Hotel Holiday Inn. Here every one is given information about product of Sumul and their views regarding the Sumul product. newspapers. Sumul as part of promotion activity holds “Sumul healthy baby contest” on regular intervals. Here advertising is done through hoardings. Metas Adventist College Page 53 . Ø Facility of taking loan from bank for vehicle and refrigerator are given to agents. What change they want? Which other product they want? Are also being asked shop painting is also promotion activity carried on by them. Surat. wall painting. banners. Sumul is a cooperative sector and so the advertisement budget is quite less. Ø Sumul Healthy Baby Competition. Ø Door to door advertising is done for new product. and stickers etc. The participation is increasing every time the contest is being held. Ø “Rasoi Show” organized by Sumul at Hotel Holiday Inn.

Consumers' awareness programs are being organized from time to time. Healthy Baby Contest is unique contest of its kind in Surat. thus educating consumers with regard to value of nutrients they get against what they pay. thus affecting Sumul's image. Education Programs The firm also gives information to the cool children about cow milk by visiting different type of schools in Surat city. The design/artwork of milk packs have been registered under Trademark Registration Act. House Visits The companies also visit different houses and collect information about different products of the company and also take suggestion from the customer. Healthy Baby Contest In order to popularize milk and milk products. A noteworthy step to check the copying by copy makers who have been supplying milk in the pouch more or less resembling artwork and fonts similar to Sumul pack.Total market size of Sumul Milk & Competitor’s Survey   System of Approaching the Customers Sumul is doing the following activities to Approach its customers. Other ways Sumul Drawing Competition and Healthy Lady competition arranges meet with agents to guide them how to interact with and serve consumers. Sumul organize every year Sumul Healthy Baby Competition. It is conducted each year since 1992 successfully. Sumul has approached legally to combat such unscrupulous activities and achieved successful results. HoardingAdvertising through hoardings during Festivals Paneer Show In this show different items made from paneer are sold at a discount rate. AdvertisementBy giving the advertising and to a local TV channel by hosting famous anchor advertising through during festival Seasons. Metas Adventist College Page 54 .

whenever Office is corresponding with the customers. Records of Customer Base Sumul has got more than 1900 customer (approx) and Cods No. A separate wing is creating in the sales department who takes care of customer complaint.e. is given to each and every customer’s telephone / fax no. 10 Seeing the nature of complaint. Customer satisfaction is most important for the organization.. Replacement is given for storage milk or low weight milk pouches. The organization goes for consumer survey to know their preferences & intended Demand. Metas Adventist College Page 55 . Complains are entered in to the customer complaint resister. If agents changes more than MRP than they are fined & even terminated. a copy of the same will be forwarded to the respective Branch Office and Vice-versa. Ø Complaints are entered in to the customer complaint resister Ø After the proper evaluation of complains the necessary steps or action are taken by the marketing department. i. Complains are received either by the letter or telephone. Agents may also be terminated for his unwanted behavior. email. Sumul is also maintaining file for each and every customers and copy of any correspondence exchanged between the customers by Office of Branch Office are available in the said file for reference. person to be contacted. Consumer forums in different areas are formed and regular meeting are organized to address their grievances. They also take care of solving complains like: Complain Ø Curding of milk Ø Low weight Ø Price changed by the agent more than MRP Ø Agent’s Behaviour Ø Leakage Complain Process Steps Ø Receive the complain Ø Complains are received either by the letter or telephone. for that following action has taken: 1 2 3 4 5 6 7 8 9 After personal visit to customers & explaining the causes of complaint. action is taken.Total market size of Sumul Milk & Competitor’s Survey   Customer Satisfaction Sumul has made FEEDBACK system to know the customer satisfaction.

Total market size of Sumul Milk & Competitor’s Survey   7. Product Mix Metas Adventist College Page 56 .

” •  Whole  Milk   •  Pasteurized   Milk   •  Homogenize d  Toned  Milk   •  Skimmed   Milk   •  Cow  Milk   •  Butter   Milk   •  Ghee   •  White   Butter   •  Skimmed   Milk   Powder   Self  Developed  Products     Liquid  Mlik     Milk  Product   •  Paneer     •  Flovors   Milk   •  Sweets   •  Shrikhand   •  Sumul   Sugar   •  Sumul  Tea   Metas Adventist College Page 57 .Total market size of Sumul Milk & Competitor’s Survey   Product Mix of SUMUL Dairy Products Mix: “The set of all products and items that a particular seller offers for sales to buyer.

Sour Butter 3. Pasteurize Cream 6. which result in the total removal of moisture and SNF contents. with an developed physical structure. 1kg/2kg Size With Corrugated Box Metas Adventist College Page 58 . Pasteurize Skim Milk 5. Raw Milk 2. 3 layer Polyethylene Bag 5. Clarified butter fat with a strong flavor is prepared by heating makkhan. Skim milk Powder 3. Pasteurize White Butter/White Butter 2. cream or butter from various animal species by means of processes. Water Pure Ghee: Ghee Cow Ghee A Product obtained from milk.Total market size of Sumul Milk & Competitor’s Survey   Pasteurized standardized milk: Amul Gold Milk Amul Skakti Milk Amul Taaza Milk Sumul Cow Milk • Name of Raw Material or Ingredient: 1. Hd:Ld:Hd 4. LDPE Film 7. Pasteurize white Butter 4. Tin (Lacquered) 15kg size 6. • Name of Raw Material or Ingredient: 1.

Moralized Polyester Bag 5. The whole milk paneer should contain 50%. Color 5. Citric Acid 3. Crown Cork Metas Adventist College Page 59 . Sugar 3. • Name of Raw Material or Ingredient : 1. • Name of Raw Material or Ingredient : 1. PasteurizedStandardized Mik 2.Total market size of Sumul Milk & Competitor’s Survey   Paneer: Milk is heating to boiling temperature and limejuice. citric acid. Glass Bottle 6. milk fat on dry matter basic. Homogenized Pasteurize Toned Milk 2. Common Salt 4. or sour whey. Paneer contain 70% moisture. Flavor 4. Pasteurized Chilled Water Flavored Milk : Milk standardized to a certain fat percentage to which some flavor such as chocolate and fruit syrup is added. In skimmed milk paneer the fat on dry matter basic should not exceed 13%.

Total market size of Sumul Milk & Competitor’s Survey   Buttermilk: Chhash Masala Chhash By product obtained after the removal of butter or cream from crud by churning or otherwise also known as chhas. Pasteurized Chilled Water Metas Adventist College Page 60 . • Name of Raw Material or Ingredient: 1. Water White Butter: • Name of Raw Material or Ingredient: 1. Pasteurize Skim Milk 2. Pasteurize Cream 2. Batch Starter 4. Skim Milk Powder 3. HM-HDPE Sheet 4. Corrugated Box 3.

Almond 5.Total market size of Sumul Milk & Competitor’s Survey   SWEETS Shrikhand A milk based sweets male from concentrated dahi with a sweet and sour taste. Poly-Propylene Cups 7. condiments and flavor. • Name of Raw Material or Ingredient: 1. Pasteurize Whole Milk 2. Chakka 2. Nuts (Kaju. Sugar 3. Pasteurize Skim Milk 3. Kesar 4. Corrugated Box Kesar Dry Fruit Shrikhand • Name of Raw Material or Ingredient: 1. Cashew nuts 6. Pista etc) 6. Dahi is drained of its whey by hanging it in a cloth from 4 to 6 hours to producing a solid mass called chakka or maska. Kismis Metas Adventist College Page 61 . The resultant maska is mixed with the required sugar. Saffrom (kesar) 5. It is a semi-soft whole milk product prepared from dahi and resembles sweetened quark. Badam. Sealing Foil 8. Sugar 4.

Milk 2. Saffrom (kesar) Powder 4. Oxygen Scavenger Poly Bag Elaichi Peda : • Name of Raw Material or Ingredient: 1. Sugar 3.Total market size of Sumul Milk & Competitor’s Survey   Elaichi Shrikhand • Name of Raw Material or Ingredient: 1. Badam. Chakka 2. Sugar Metas Adventist College Page 62 . Sugar 3. Nuts (Kaju. Pasteurize Milk (Sumulya) 2. Paper Box 7. Cardamom 3. Elaichi (Cardamom) Peda: • Name of Raw Material or Ingredient: 1. Pista etc) 6. Cardamom (Elaichi) 5.

Milk 2. Kesar MalaiPuri: • Name of Raw Material or Ingredient: 1. Sugar 3.Total market size of Sumul Milk & Competitor’s Survey   Kesar Peda : • Name of Raw Material or Ingredient: 1. cardamom 4. Sugar 3. Ghee 5. Pista Metas Adventist College Page 63 . Milk 2.

Total market size of Sumul Milk & Competitor’s Survey   Other Sweets : Rasgulla:Gulabjabun: Other Products : Tea: Sugar: Metas Adventist College Page 64 .

methi chass Pizza & Ice-cream Rasgulla.Total market size of Sumul Milk & Competitor’s Survey   Growth Path of Sumul Products Products Milk distribution in bottle Establishing member of GCMMF Milk distribution in polybag Butter milk distribution in polybag Whole milk (SUMUL YA) in bulk Whole milk (SUMUL YA) in 500 ml Homogenized toned milk in 500 ml Homogenized toned milk in 200 ml Flavor milk Paneer Sweets Shrikhand Masala Chaas Flavored milk in 200 ml pouch Pasteurized milk in 5 liter pack Masala chass. Gulab Jamun.Sugar & Cow milk Tea Glabletop Packing for Milk (Plane & Flavoured) Buttermilk in ESL Packing Cold Coco Year 3-5-1968 9-7-1973 7-12-1978 1-6-1987 1987-88 1991 1994 1995 1993 1994 1994 1995 15-8-1999 15-8-1999 1998 2000 2001 2002 2003 2004 2005 2005 Metas Adventist College Page 65 .

) 21 19 15 17 130 10 67 150 290 300 1450 4250 25 48 110 215 1050 8 5 75 80 85 Paneer 100gm 200gm 500gm 1kg 5kg Flavored Milk 200ml bottle 200ml pouch Shrikhand Elaichi Mango Kesar Dryfruit 500gm 500gm 500gm Metas Adventist College Page 66 .Total market size of Sumul Milk & Competitor’s Survey   Price list of Sumul Products: COMMODITY Milk Amul Gold Milk Amul Shakti Milk Amul Taaza Milk Sumul Cow Milk Butter Milk Thick Butter Milk Tak Butter Milk Ghee QUANTITY 500ml pouch 500ml pouch 500ml pouch 500ml pouch 500ml pouch 500ml pouch 200ml 500ml 1 ltr pouch 1 ltr Tin 5 ltr Tin 15 ltr Tin PRICE ( Rs.

Total market size of Sumul Milk & Competitor’s Survey   8. Theoretical Aspects Metas Adventist College Page 67 .

the seller decides the price of the product or service and can change it on his own. the buyer can exert his control on the sellers. services and information is called a market.A market form where there are many sellers but a single buyer is called monopsony. In such a set up. The buyer in such a form has an upper edge over the sellers. There has to be more than one buyer and seller for the market to be competitive. In a monopoly market. Monopoly .Monopoly is a condition where there is a single seller and many buyers at the market place. Ideally a market is a place where two or more parties are involved in buying and selling. In such a condition. Market Size The market size is directly proportional to two factors: ▪ Number of sellers and Buyers ▪ Total money involved annually Metas Adventist College Page 68 . since there is a single buyer against many sellers. Monopsony . the seller has a monopoly with no competition from others and has complete control over the products and services.Total market size of Sumul Milk & Competitor’s Survey   Theoretical Aspects What is a Market . The seller sells goods and services to the buyer in exchange of money. The two parties involved in a transaction are called seller and buyer.Definition and Different types of Markets A set up where two or more parties engage in exchange of goods.

A woman would not purchase a product meant for males and vice a versa. and thus the need for segmentation. 4. The segmentation of the market as per the gender is important in many industries like cosmetics. 3. Basis and Types of Segmentation What is Segmentation ? Segmentation refers to a process of bifurcating or dividing a large unit into various small units which have more or less similar or related characteristics. Prams Age Group (10 . 5. Baby Food. Anti-Ageing Products. A market segment is a small unit within a large market comprising of like minded individuals.Cosmetics. apparels and so on Metas Adventist College Page 69 . The products and marketing strategies for teenagers would obviously be different than kids.Total market size of Sumul Milk & Competitor’s Survey   Market Segmentation . 2. footwear. 7. Books. demand and preference. The individuals from the same segment respond in a similar way to the fluctuations in the market. Nappies. Gender The marketers divide the market into smaller segments based on gender. Magazines.20 years) .Toys. School Bags Age group (20 years and above) .Meaning. Apparels.Toys. Both men and women have different interests and preferences. A market segment comprises of individuals who think on the same lines and have similar interests. One market segment is totally distinct from the other segment. Age Group Division on the basis of age group of the target audience is also one of the ways of market segmentation. jewellery and apparel industries. Organizations need to have different marketing strategies for men which would obviously not work in case of females. Age group (0 .10 years) . Market Segmentation 1. Basis of Market Segmentation 6. Market segmentation is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste.

value help the marketers to classify them into small groups. interest. Individuals are classified into segments according to their monthly earnings. Carrefour. Travel agencies would not have similar holiday packages for bachelors and married couples. Pantaloon. Types of Market Segmentation 1. Reliance Retail or Big bazaar who cater to the individuals belonging to the lower income segment. The individual’s attitude. Metas Adventist College Page 70 . 2. A marketer can’t have similar strategies for individuals living at different places. whereas McDonald’s in US freely sells and promotes beef products. each group comprising of individuals loyal towards a particular brand. Psychographic segmentation The basis of such segmentation is the lifestyle of the individuals. 3. A beach house shirt or a funky T Shirt would have no takers in a Zodiac Store as it caters specifically to the professionals. Income Marketers divide the consumers into small segments as per their income.Total market size of Sumul Milk & Competitor’s Survey   8. The three categories are: High income Group Mid Income Group Low Income Group Stores catering to the higher income group would have different range of products and strategies as compared to stores which target the lower income group. Behaviouralistic Segmentation The loyalties of the customers towards a particular brand help the marketers to classify them into smaller groups. Nestle promotes Nescafe all through the year in cold states of the country as compared to places which have well defined summer and winter season. Shopper’s stop target the high income group as compared to Vishal Retail. McDonald’s in India does not sell beef products as it is strictly against the religious beliefs of the countrymen. Geographic Segmentation Geographic segmentation refers to the classification of market into various geographical areas. Marital Status Market segmentation can also be as per the marital status of the individuals. 9. Occupation Office goers would have different needs as compared to school / college students. 10.

Research Methodology Metas Adventist College Page 71 .Total market size of Sumul Milk & Competitor’s Survey   9.

”For that I have done FOCUS INDIVIDUAL method on “consumer’s usage of Milk & their Spending on Milk. generate.1 Marketing Research “Marketing research is the function which links the customer. The methodology followed in the research is explained here in the form of distinguished steps: Current Situation & Secondary Data Problem Identify Research Design Simplicity & collection Analysis of Data Preparation of Project Ø Research Design Ø Research Approac Ø Research Instrument Ø Information Need Ø Area of the survey Ø Sample Size Ø Sampling unit Ø Interview method : : : : : : : : Exploratory Survey Questionnaire Primary Data Surat City 100 Respondents(Consumer) 8 Respondents(Distributors) People Focus Group interview Objective of Study: The objective is “To Check out the Total Market Size of MILK in Surat city &Competitor Surey. and improve understanding of market as a process”. Survey of sumul milk competitor Study consumer's usage of milk & their spending on milk For that I have done two basic surveys. • • • To study the market size of milk in surat. One is of consumer on “consumer’s usage of Milk & their Spending on Milk and other one is of competitor’s on their market coverage and distribution system. consumer and public to the marketer through information used to identify and define marketing opportunities and problems.Total market size of Sumul Milk & Competitor’s Survey   Research Methodology 9. Metas Adventist College Page 72 . retire and evaluate marketing action.

Ø Here the company did not have any clarity about the problem statement. Exploratory stage gives the answer of question that how I came to know about the problem statement.2 Research Design Research Design constitutes the blueprint for the collection.the framework. Why exploration? Ø One of the reasons is that the area of my investigation was new this is my first study of investigation in the dairy sector. The topic. is need to revised study. or configuration of the relationships among variables of the study.Total market size of Sumul Milk & Competitor’s Survey   9. Research Design is classified in to main 8 types. In this stage clarification of the specific problem is defined. I have used Exploratory Study. it is save time because it help me to clarify the situation more precisely. What should be the researched what should be not? Ø Also due to time constrains. which I had taken. Exploratory Stage The first stage in research design is the exploration of current situation. organisation. It also express both structure of research problem. The purpose of choosing this method is to develop the hypotheses or question for further research. measurement. it is done only through EXPLORATORY STUDY. and analysis of data.and plan of investigation used to obtain empirical evidence on those relationships. Metas Adventist College Page 73 .

Total market size of Sumul Milk & Competitor’s Survey   Research Process Competitors’ analysis Exploration Consumer Survey Process Distributors’ Interview Process Consumer Survey Process Problem Identify Current Situation & Secondar y Data Preparation of Questionnaire Research Design Data Collection Analysis of Data Preparation of Project Findings from the study Metas Adventist College Page 74 .

Total market size of Sumul Milk & Competitor’s Survey   Distributors’ Interview Process Preparation of questionnaire Contacting with dealers of different brands Getting information about distributors from dealers Taking of interview of distributors Note down of points from interviews Metas Adventist College Page 75 .

Ø Sampling size The size of the sample is 100 respondents. • Secondary data Products. Defining the target population: Ø Sampling element The people who use Sumul or other brand. Cross tabs statistics and measure of association are computed for two-way table only. a column and a layer factor{control variable}. Above mention statistical test will use according to the type of data collected in the survey. Cross tabs: The cross tabs procedure form two-way and multi way tabs and provides variety of test and measures of association for two-way tables. Questionnaire was used for the purpose of the data collection as the instrument. Metas Adventist College Page 76 . Ø Duration of data collectionTime duration from 22ndApril 13 to 28th April 13 Ø Statistical test used: Here in this project statistical test like ‫א‬2 test.probability sampling method has been used. Surat city.. The structure of the table and weather categories is ordered determine what test or measure to use. Secondary data arestudied through past data of market size of milk & Milk Research instrument 01.Total market size of Sumul Milk & Competitor’s Survey   9.4 Sampling design Here the non . cross tabulation are used. If you specify a row. Questionnaire consisted of both close ended and open ended questions. Ø Samplings frameThe data base provided by the SUMUL DAIRY.3 Data Collection tools Sources of data collection • Primary dataPrimary data are collected through direct contact with people in different areas of Surat city through FOCUS GROUP method. Focus Group Interview (Snow Ball Sample) 9. For example the liking of Present Milk is the layer factor for a table of Various Component against liking of Sumul Milk. the result for two way tables for the various components of Present Liking of Milk & Liking of Sumul Milk. 02. the cross tabs procedure from one panel associated statistics and measure fro each value of the layer factor or a combination of values for two or more control variables.

9. from 22nd April 13 to 28th April 13. I am unable to collect all the information related to general report Metas Adventist College Page 77 .e. And the distributors of competing brands. The sample size taken for the survey work was 100 because of the limited time period there is There is a chance of mistake in the answer because of the limited knowledge of the respondent. I. time. Ø Samplings frame The database provided by the SUMUL DAIRY. Ø Ø Ø Ø Ø The survey work was conducted in Surat only so. My study has some limitation. Basically the secondary data and some information regarding competitors in Surat city.Total market size of Sumul Milk & Competitor’s Survey   Defining the target population: Ø Sampling element The people who use Milk and milk products whether they use Sumul or other brand of Milk and milk products. it cannot cover the preference of other areas. Probability sampling was not used due to time and cost constraints and therefore the results cannot be There is also limitation of time in preparing specialized report along with General report in limited Chances of error in Data Analysis.5 Limitation of research As every coin have two sides one good and other bad. Some of the major limitations of my study are mentioned below. generalized to the population. I have surveyed 8 distributors of different competing brands. Ø Sampling size The size of the sample is 100 respondents in consumer survey and 8 respondents in distributor’s survey. Ø Duration of data collection Time duration of data collection is 7 days i.e.

DATA ANALYSIS Metas Adventist College Page 78 .Total market size of Sumul Milk & Competitor’s Survey   10.

C. Formulae Ø Ø Ø Ø Ø Average Family Size = Total number of persons of sample size Sample Size Average Consumption = Total consumption of sample size Sample Size Per Capita Consumption = Average consumption Average family size Per Capita Budget = (Per capita consumption) x(Average price of 1 lit Milk). Fulpada Cluster 2» Katargam.K. G.Road. Bharatnagar. Rander. A. Alkapuri.I.C. G. Tables and Charts should be done. Metas Adventist College Page 79 . Citylight Cluster 4» Udhna. PalGam. Nanpura Cluster 3» New Rander Road. Dindoli Total Market Size of Milk in Surat City.I. Patel Vadi. Pandesara. Adajan. Market size of Milk of Surat city = (Population of Surat city) x (Per capita Consumption).Total market size of Sumul Milk & Competitor’s Survey   Analysis of Data & Interpretation: Data Analysis is done with help of computer by using SPSS Software and interpretation in form of Graphs. Bhathena. We have divided Area of Surat into 4 clusters.D..D. I have covered various areas which are as follows: Cluster 1» Varachha road.

= 5 persons in a family (Approx.) Metas Adventist College Page 80 .99 persons in a family.Total market size of Sumul Milk & Competitor’s Survey   Average Family Size: Family Size 2 3 4 5 6 7 8 9 Total   Frequencies 6 9 30 19 20 7 5 4 100   Total 12 27 120 95 120 49 40 36 499   Average Family Size: = Total no. of person in a family Sample Size = 499 100 = 4.

(for all clusters) Consumption (lit) 0 – 0.67 9.25 47. point.75 3.1.00 1.2. Consumption: = Total Consumption of family Size of sample = 165 100 =1.65 5 =0.50 .33 liter.25 165 Percentage (%) 0.33 liter.Total market size of Sumul Milk & Competitor’s Survey   Average Consumption: .25 1.15 28.00 .50 2.25 0.3.65 litre.500 .) Per Capita Consumption: = Avg. family size =1.25 19.) 1.5 40 33.24 20. = 0. Milk (Approx) / person / per day Metas Adventist College Page 81 .25 16.91 4.00 .00 Total Mid point (lit) 0.25 Frequency 6 10 32 19 21 7 5 100 (Freq.85 100 Avg. Consumption Avg.) x (Mid.64 11.25 2. (Approx.2.50 .50 1.75 2.1.500 0.55 24.00 2.5 7.0 >3.75 1.

(per day) Metas Adventist College Page 82 .26 Rs.33) = 8. So.51% Sumul milk consumption.51% = 28. Market Size of Milk in Surat City: Total consumption of Surat city (100) = 1322 Total consumption of Sumul dairy (100) = 892.091 Rs. 74.)] = [0.85. 85.5 *100 1322 = 67.724) X (0.49.231 litre (per day) *22 = 1.Total market size of Sumul Milk & Competitor’s Survey   Per capita Budget: = [Per capita consumption] x [Avg.429 * 67. total population of Sumul milk user: =] x [22] = 7. per day.5 = 892.724 (People using Sumul milk) = population (of Sumul) X per capita consumption = (28. price of Milk (1 liter.

i.91 ü Among the respondents 0.  of  Respondent   91   9   100   Percentage   91   9   100   Purpose: . DEMOGRAPHIC PROFILE 1) Gender:   Respondent   Female   Male   Total   the no.91%.The survey of female is more important in the case of milk. So the purpose is to know Gender  ratio   100   80   60   40   20   0   Female   Male   Female   Male   Interpretation: Percentage Male Female 9 91 0. ü This ratio act as accuracy of the responses available Metas Adventist College Page 83 .e 91 is females.9 0. of female respondents in the research No.Total market size of Sumul Milk & Competitor’s Survey   ANALYSIS A.

So here we got the authentic age group as respondents.Total market size of Sumul Milk & Competitor’s Survey   2) Age  Group  you  belong  to:   Purpose: . Age Below .40 41 .         Metas Adventist College Page 84 .50 51 and above Frequency 16 58 18 8 Age  Group   60   50   40   30   20   10   0   Below  -­‐  20   21  -­‐  40   41  -­‐  50   51  -­‐  Above   Below  -­‐  20   21  -­‐  40   41  -­‐  50   51  -­‐  Above       Interpretation: Herefrom the graph it is clearly observed that the age of the most respondents are more than 21 years and less than 40 years.20 21 .The purpose of this question is to know the age group of the respondents.

68persons/family.   Family Size Up to 3 4–6 More than .Total market size of Sumul Milk & Competitor’s Survey     3) How  many  members  does  your  family  consist  of?   Purpose: .the purpose of this question is to know the average family size in the area of Surat city. we can know that average family size in the Surat city should be in between 4–6.     Metas Adventist College Page 85 .7 No. of members 30 58 12   Family  Size   60   50   40   30   20   10   0   Up  to  3   4  To  6   More  Than  -­‐  7   Up  to  3   4  To  6   More  Than  -­‐  7       Interpretation: According to the graph and tabulation data. And secondary suggest average family size in Surat city is 4.

000 .000 50. of respondents 18 51 24 7 100 Household  Income     60   50   40   30   20   10   0   Below  -­‐   10.000   30.000  -­‐  Above   Interpretation: Here.000   50.000 . So.Total market size of Sumul Milk & Competitor’s Survey     4) Income  Group  you  belong  to:   Purpose: .000   10.000-30.000  -­‐  30. Metas Adventist College Page 86 . from the graph and tabulation data it is clearly observed that the average monthly household income in the Surat area is in between 10.   Income Below .000.50.000   50.The purpose of this question is to know various household income of the people in the Surat city.Above Total No.000  -­‐   30.000 30.000  -­‐   50.000   10.000   30.000  -­‐  50.000  -­‐   Above   Below  -­‐  10.10.000 . we can say that people are capable of spending sufficient money behind milk.30.000 10.

from the graph and tabulation data it is clear that 100% people in the Surat city purchase milk regularly and our secondary data also suggest the same. Metas Adventist College Page 87 .Total market size of Sumul Milk & Competitor’s Survey   B.   Responses Regularly Occasionally No 100% (100) 0% (0) 0% (0) How  Often?   100   90   80   70   60   50   40   30   20   10   0   Regularly   Occasionally   No   Series  1   Interpretation: Here. MILK PURCHASING HABITS 5) How  often  do  you  purchase  milk.

Total market size of Sumul Milk & Competitor’s Survey  

6) In  what  form  do  you  purchase  milk?    
Purpose: - The purpose of this question is to know the market of pack milk as well as loose milk. Responses Packed Unpacked ( Loose ) Both 18 72 10

In  What  Form?  
80   70   60   50   40   30   20   10   0   Packed   Unpacked   (  Loose  )   Both   Packed   Unpacked  (  Loose  )   Both  


Interpretation: From the graph it is known that the market of pack milk in the Surat city is high. People mostly prefer to purchase pack pasteurized milk. So, we can say market potential is also up to the mark.

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Total market size of Sumul Milk & Competitor’s Survey  

7) Brand  name  you  aware  of  ?   Respondent   Amul   Sumul   Rajhans   Gokulam   Vimal   Other     No.  of  Respondent   100   100   10   25   5   10  

Awareness  Of  Various  Brand  Of  Milk  
100   90   80   70   60   50   40   30   20   10   0   Amul   Sumul   Rahjans   Gokulam   Vimal   Others   Amul   Sumul   Rahjans   Gokulam   Vimal   Others  


  Interpretation: The above survey shows the awareness of various Brand of milk. The maximum
awareness is of Amul, Sumul which is 100%.

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Total market size of Sumul Milk & Competitor’s Survey  

8) Through  what  source  do  you  purchase  milk?     Respondent   Milk  Booths   Full  Time  Counters  (FTC)   Provision  Stores   Home  Delivery   Others     No.  of  Respondent   60   18   12   10   0  

Source  Milk  Purchase  
60   50   40   30   20   10   0   Milk   Booths     Full  Time   Provision   Home   Counters     Stores   Delivery   Others   Milk  Booths     Full  Time  Counters     Provision  Stores   Home  Delivery   Others  


The above survey shows the sources of purchasing milk. The main source of purchasing milk is Milk Booths which is 60%, 18% is of Full time counters. 12% is of provision stores & the least is 10% which is of home delivery, and the last is others.


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5   3   2. There are 33% respondents who prefer Full Cream.5   2   1. 11% respondents prefer Double toned Milk.5   1   0. Thus we can interpret that Cow Milk is mostly preferred by the respondents.5   4   3. 46% of respondents prefer Cow Milk .5   0   Double  Toned  Milk     Cow  Milk   Tetra  Pack   Full  Cream/Whole  Milk/ Buffalo  Milk   Others         Interpretation: The above survey shows the types of consumption of milk.Total market size of Sumul Milk & Competitor’s Survey   9) What  type  of  milk  do  you  usually  purchase?     Respondent   Double  toned  Milk   Cow  Milk   Tetra  pack   Full  Cream/  Whole  Milk  /  Buffalo   Milk   others     33   0   No.       Metas Adventist College Page 91 . Whole Milk.  of  Respondent   11   46   10   Type  of  Milk  Purchase   4. and Buffalo Milk.

Total market size of Sumul Milk & Competitor’s Survey   10)   How  would  you  rate  the  milk  that  you  purchase  with  respect  to  the   following  attributes?   Respondent   Availability   Timeliness   Quality   Packaging   Price   Source  of  supply   1   0   2   0   0   2   6   2   4   4   0   2   10   10     3   6   24   12   18   56   11   4   30   50   56   58   20   40   5   60   20   32   22   12   11   %   1.5   2   1.18 weight age is given to Timeliness. Packaging is given 2 weight age & the least is 1.70.54 weight age of Availability. The maximum weight age is given to Price which is 2.80   2.38   Rate  Based  On  Attributes   3   2.38 which is Source of Supply.70   2.       Metas Adventist College Page 92 .5   1   0. next is 2.00   2.18   1.54   2.5   0   Availability   Timeliness   Quality   Packaging   Price   Source  of  supply     Interpretation: The above survey shows the weight age of various attributes considered. 2.

21 Comparatively low price.89   1.9   2. The least is given to 1.42   2.57   3.06   3.57 which are Fresh.00   2.Total market size of Sumul Milk & Competitor’s Survey   C. 3.21 weight ages is given to Lower price.00   Reason  for  using  of  Sumul  brand   4   3   2   1   0   Availablity  on  all  days   Fresh   Thick   Availablity   Good  for   Always  been   Comparativ Low  fat   Fresh   Thick   Smell   Pure   Smell     Interpretation: The above survey shows the most 6 reasons to use current brand.21   2. CONSUMER PERCEPTION OF MILK.     Metas Adventist College Page 93 . The maximum reason to use is 3. PREFERENCE AND LEVEL OF SATISFACTION 11) Reason  for  Usage  Of  Sumul  Brand  ?   Respondent   Availability  on  all  days   Fresh   Thick   Smell   Good  for  making    Milk   products   Good  Packaging   Pure   Always  been  using  it   Comparatively  lower  price   Low  Fat     1   10   30   6   6   2   0   11   1   7   0   2   22   50   10   0   12   0   16   1   6   3   3   34   5   12   6   0   6   33   0   5   0   4   21   10   12   6   17   11   10   1   13   2   5     13   5   18   1   12   6   30   6   2   6   2.96   3.86   2.

              Metas Adventist College Page 94 .  of  Respondent   11   70   10   9   100   Average  consumption(litres/day)   70   60   50   40   30   20   10   0   up  to  1lt   1lt  to  3lt   3lt  to  5lt   5lt  and  above   up  to  1lt   1lt  to  3lt   3lt  to  5lt   5lt  and  above     Interpretation: The above survey shows the per day consumption of the respondents. The maximum consumption of respondents is 1 lt to 2 lt & the minimum is of 3 litre & above.Total market size of Sumul Milk & Competitor’s Survey   12) What  is  the  total  average  consumption  of  milk  in  your  household   (litres/day)?     Respondent   up  to  1lt   1lt  to  3lt   3lt  to  5lt   5lt  and  above   Total     No.

Total market size of Sumul Milk & Competitor’s Survey       13)How  is  the  milk  used?   Uses   Making  Tea  /  Coffee   Making  Dahi  /  Curd   Making  Channa  /  Paneer   Making  Ghee  /  Butter   Making  Lassi  /  Butter  Milk   Making  Sweets   Drinking   Shakes   Total     Proportion     25   15   5   5   10   3   30   2   100  %   How  is  Milk  Used?   30   25   20   15   10   5   0   tea/coffee   dahi/curd   channa/paneer   ghee/butter   lassi/butter   making  sweets   drinking   shakes               Metas Adventist College Page 95 .

e.65   %   SNF.  Rajhans’s  cow  milk  is  well  known  in  the  area  of  Surat  city.000   litres   a   day   in   the   Surat   city   and   Rajesh   bhai   covers   20.   Sometimes  demand  fluctuates.   • • • • • • The  Rajhans  brand  not  giving  the  facility  for  replacement  and  company  also  not  repays  the  distributors.   • • Rajhans  brand  of  milk  is  a  threat  for  a  giant  Sumul.   of   42.50   Rs  and  it  is  low  comparatively.  And  the  brand  has  strong  boards  background.  So.000   litres   milk   market   in   the   area   of   his   distribution   ship.90   %   fat   and   8.   • • There  are  30  dealers  under  Rajesh  bhai’s  distribution  ship.   • • Sometimes  they  also  offer  1  litre  milk  free  on  every  100  litres  milk.   Metas Adventist College Page 96 .   Rajesh  bhai  has  dealer  ship  since  last  9  years  in  Surat  city.  that  we  can  say  unlike  other  companies  Rajhans  is  doing  at  least   something  for  their  sales  promotion.   Because  the  owner  of  the  dairy  is  Balasaheb  Thorat  who  is  a  well  known  politician.  The  rate  for  500  ml  of  cow  milk  is  11.   They   take   the   payment   very   next   day.   They   also   sell   the   cow   milk   which   contains   3.   The   market   of   the   Rajhans   is   vast   i.   The  company  gives  the  basic  target  to  the  distributors   The  sale  was  20000  litres  per  day  before  recession  but  now  its  goes  down  to  16000  litres  a  day.   They  reduced  the  price  of  the  milk  50  paise  per  every  500  ml  milk  pouch  still  sales  decline.   Company  doesn’t  provide  any  refrigerator  system  for  storage  of  milk.   There   are   15000   litres   per   day   market   for   butter  milk  also.   Sometimes  company  offer  discount.   • • • Before  12  PM  order  goes  to  main  production  plant  in  Maharashtra.Total market size of Sumul Milk & Competitor’s Survey   Exploratory  Study     (Interview  Method)   Rajhans • The   distribution   ship   of   Rajhans   milk   is   mainly   with   Rajesh   bhai   who   is   strongly   attached   to   the   company.   Rajesh  don’t  take  any  deposits  from  the  dealers  but  they  require  some  references  for  taking  dealership.

• • • • Milk comes two times a day from the company. Before it some other person was having the distribution ship of brand Gokulam. • The distributor is not taking any deposits from the dealers but the payment cycle is same i. Gokulam doesn’t have any website and also not publishing any catalog. According to Bharatbahi there are some seasons in which the consumption fluctuates. not giving any target to achieve. The market of Gokulam in Varachha area is 6. The milk is coming following the order only from Comments for Sumul: The price of Sumul is comparatively high. Before recession the market was 8. Metas Adventist College Page 97 . • • • • The company’s production plant is in Sachin near Surat. And the total market of the company in Surat is 40.Total market size of Sumul Milk & Competitor’s Survey   Gokulam • The brand Gokulam is old but the distribution ship with Bharat bhai is since last 8 months.000 litres a day. These are the reasons why Gokulam’s distribution ship is with Bharat bhai. • • Company. The milk of Gokulam covers the whole city. There are 18 dealers under Bharatbhai’s distribution ship. Company is not providing any equipment for storage of milk. According to Bharat bhai service and quality are main factors in the milk business. It may go up or down also. Consumers are satisfied with Sumul. During flood also Gokulam provides milk to the people. • • • Bharat bhai believes that increase in price reduces the demand of the milk.. The company not making any marketing efforts to promote brand Gokulam. • The market coverage of Simaran dairy is good and the capability of Bharatbhai is also good. It comes in afternoon at 1 PM and one time 1 AM.e. next day payment.000 per day in Varachha only.000 litres per day. • There are very high effect of recession reflects in the brand Gokulam. Price.000 litres per day and now it’s reduced to 6. Tonned 18 • the company. basically.. Standard 19 Full cream 21 The company is not giving any replacement facility.

Vimal is producing all the three types of milk i. The effect of recession is reflecting on Vimal milk.5 lacs. • Vimal is currently not using any promotional activities for effective marketing. According to Chiman bhai for continue with smooth milk business customer satisfaction in sense of quality and service is very necessary. • • • • • Comments for Sumul:The quality of Sumul is good and it’s a well known brand so. • • • Sumul provides two times service i. Loose milk of Choryasi dairy is famous. He also tells that Rajhans deserves best. Vimal produces ghee. Distributors send it back to the company. The management of the Sumul is also excellent. buttermilk etc. and Taza. Milk comes at the place in might 2 AM According to the Chiman bhai demand of the milk fluctuates season by season and during festivals. Choryasi dairy also produces good quality of milk. In spite of milk. The company takes deposits from distributors nearly 2 to 2.Total market size of Sumul Milk & Competitor’s Survey   Vimal Chiman bhai has the distribution ship for long time. The brand name Vimal is of Vimal group. Vimal group also produces Vimal oil which is well known. Dairy is basically located in Mahesana district. • Metas Adventist College Page 98 . Shakti. According to Chiman bhai there is lots of competition in Maharashtra daitries. Replacement Ststem: Sub dealer sends milk back if any fault is there. • • And company compensate for that. Respondent from the consumers is very good.e. in morning and in afternoon. Gold.e. The milk of Vimal brand covers Surat city only and per day market is 5000 litres pack milk.

Brand name matters a lot in case of Sumul. They are having all the three types of milk according to Gujarat government rules. • • • The production plant is situated near Surat itself. • • • Demand fluctuates according to the season and during festivals also. According to Sailesh bhai recession in diamond business makes decrement in sales of milk of his brand. Milk comes one time only that is early in the morning. They currently not using any promotional activities for the enhancement of sales and not giving any discounts to the dealers but they will do all such things in future. Sumul maintains quality consistently.Total market size of Sumul Milk & Competitor’s Survey   Sumdhur • The brand Madhuram is own by Sailesh bhai who currently handling the franchisee shop of Monginis in Surat. • • • They generally don’t take deposits from the dealers but they only take next day payment. People have trust on Sumul. The per day market of Sumdhur brand is nearly 5000 litre. Comments for Sumul:Sumul is big union and the management style of Sumul is also good. • Metas Adventist College Page 99 . • Milk comes after 1 AM at the place ant than they send to the dealers for sales and the order of milk goes to the plant everyday between 12 PM to 1 PM. Due to recession 2000-3000 litres milk selling goes down.

Total market size of Sumul Milk & Competitor’s Survey   11. FINDING Metas Adventist College Page 100 .

24 and 25 per liter consumer purchase the milk most. coffee etc. 15) Each household spending 50% for the milk. 7) Milk is consume for tea.  not  proper  availability  and  comparative  high  price  in  market. milk is purchase by the self and after that they prefer home delivery for the milk in house. 11) Standard milk is most purchase in market and second place come whole milk or buffalo milk. its consume as time of snack. 3) In Surat city around 68% household have member between 4 to 6 people. It all more than double. 5) In surat. Sumul and gokulam have very good awareness in the market than come rajhans and vimal milk as aware in people mind in market. There is bigger segment of that people also who purchase the both milk.43% Metas Adventist College Page 101 . Amul. 13) Consumer  purchase  milk  for  any  brand  because  of  freshness. 8) In market. 2) Majority 50% of young people we find in household.90%. 4) Milk is very required product in market and people always use milk in their own house hold so that all most people purchase milk regularly in the market. As second preference they bye milk between 4pm to 7pm. 19) Distributor was having positive Respondent towards the sumul brand 20) Overall Satisfaction Level is 91.   not   good   for   children. consumer demanding the availability and quality of milk most. milk booth and local loose milk booth. loose as well as pack. 6) People who purchase the pack milk it more than who purchase the loose milk. 12) According to survey. 17) Quality of sumul was well appreciated. ‘ 9) At the rate of 23. 18) Price of sumul packed is highest in the market.   14) Most of the household consume the 1ltr to 2ltr milk per day consumer in the market.  good  for  children.Total market size of Sumul Milk & Competitor’s Survey   FINDINGS:1) sumul is having major share in the market with 77. 16) All the other brands in the packed milk segment is having only 20% share. 10) Consumer purchase milk form mainly two place. There are 70% of people who buy milk at morning before 9am.  comparative  low  price  and   timely   delivery   while   the   reason   to   not   purchase   other   brand   because   of   not   use   before.

  RECOMMENDATIONS     Metas Adventist College Page 102 .Total market size of Sumul Milk & Competitor’s Survey           12.

in further Sumul have to adopt same strategy to direct connection with all dealer and provide milk is more beneficial and grow the market also. Sumul is very big organisation and have very good financial capacity to expand the market. 12. curd. Sumul can cover that market which is in competitor hand and other market which is totally un tap. 10. Metas Adventist College Page 103 . Sometimes schemes of discounts and allowance should be provided to the distributors in order to encourage them. In order to survive in the competition in the market. by the marketing of all this product Sumul can grow more consumption of milk in the market. on the bases of this advantage Sumul have to advertise its product in that area where low turn over in the market. 11. 4. Other competitor also in plan to develop their business so that Sumul facing problem with other product apart forms the milk. 3. Sumul can start to cover the un tap market in surat.Total market size of Sumul Milk & Competitor’s Survey   RECOMMENDATIONS:     1. Sumul need to be more co-operative and provide more margins to the distributor. Sumul adopt the very good strategy to distribute the milk in the market. so they should charge according to competitor. lassi. Sumul have to change in their strategy according to the recession period of the market and Sumul have to may reduce in the price or milk or lunch the low cost milk for the lower class customer. Sumul can deliver its milk in the various form of item like sweet. retailer and small shop owners. Sumul have to adopt the social service in the market which will increase the goodwill of company in market and milk business also work on trust so that consumer may increase trust on company by the its social activities. 2. This way Sumul can increase market share and cover the other customer of market. cold coco etc. Sumul have to concentrate that area where the other competitor product selling more and adopt such way to cover particular market. 6. Sumul can contact the big mall which is running in city and which will soon start in city for the supply of milk and its product. 7. 8. 9. Price of the Sumul is high in the market. 5.

CONCLUSION Metas Adventist College Page 104 .Total market size of Sumul Milk & Competitor’s Survey   13.

Metas Adventist College Page 105 . During my visits I observed that the company enjoys good production time. SUMUL maintains good relationship with the bank. With the help of deep network of distribution and wide infrastructure company maintains constant touch with the distributors and customers. Having a detailed study of marketing department. today company is one of the most and leading company in the market. debtors. it has been profit-making organization.”(SURAT) is having a good reputation. creditors. I found that there is co-operative managerial staff & workers & also good & efficient management in each & every department & workers are fully satisfied with their management because the main purpose of SUMUL is to achieve their goals involving each & every employee. Since its establishment.SUMUL is considered as the best brand in the market with regards to milk and milk products. During my industrial training at SUMUL. officers and others. The company is having high efficiency and smooth going personnel department and along with this company has good financial position. They give more and more emphasis on marketing management.Total market size of Sumul Milk & Competitor’s Survey   Conclusion   I would like to conclude that “SURAT DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION LTD.

BIBLIOGRAPHY Metas Adventist College Page 106 .Total market size of Sumul Milk & Competitor’s Survey   14. 2. www. www. www.Total market size of Sumul Milk & Competitor’s Survey     Bibliography Ø Websites: Ø Other resources: 61th annual report of Sumul Dairy 2011-12                     Metas Adventist College Page 107 6. www.sumuldairy. 5.

Annexure Metas Adventist College Page 108 .Total market size of Sumul Milk & Competitor’s Survey   15.

000   [        ]  30. DEMOGRAPHIC PROFILE 1) Gender:     2) Age  Group  you  belong  to:   [        ]  Below  –  20     3) How   many   members   does   your   family   consist  of?   [        ]  20  –  30   [        ]  40  –  50                                                  [        ]  50  –  Above     [ [ [ ] Amul ] Rahjans ] Vimal [ [ [ ] Sumul ] Gokulam ] Other 8) Through  what  source  do  you  purchase  milk?   [ [ [ ] Milk Booths [ ] Others ] Full Time Counters ] Home Delivery ] Provision Stores [ [        ]  Male          [        ]  Female   9) What  type  of  milk  do  you  usually  purchase?   [ [ [ ] Double Toned Milk [ ] Cow Milk [ ] Others ] Tetra Pack   ] Buffalo Milk 10) How  would  you  rate  the  milk  that  you   purchase  with  respect  to  the  following   attributes?(PLEASE  RATE)   [ [ ] up to 3 ] >7 [ ]4–6 Very Good 5 Bad 2 Good 4 Okay 3 Very Bad 1 Rating [ [ [ [ [ [ ] ] ] ] ] ] Attributes 4) Income  Group  you  belong  to:   [        ]  Below  10.000  –  Above   Availability Timeliness Quality Packaging Price Source of supply B. MILK PURCHASING HABITS 5) How  often  do  you  purchase  milk.000    [        ]  10.000      [        ]  50.000  –  50.   [ [ ] Regularly ] No [ ] Occasionally 6) In  what  form  do  you  purchase  milk?   [ [ ] Packed ] Both [ ] Unpacked (Loose) Metas Adventist College Page 109 .000  –  30.Total market size of Sumul Milk & Competitor’s Survey   7) Brand  name  you  aware  of  ?   Annexure QUESTIONNAIRE ( Consumer ) A.

CONSUMER  PERCEPTION  OF  MILK.   PREFERENCE  AND  LEVEL  OF  SATISFACTION   12) What  is  the  total  average  consumption  of   milk  in  your  household  (litres/day)?     11) Reason  for  Usage  Of  Sumul  Brand  ?   Consumption: Up to 1ltr 1ltr to 3ltr [ [ ] ] [ [ [ [ [ ] Availability on all days [ ] Fresh ] Thick [ ] Smell [ ] Lower Price   [ ] Pure ] Always Being Using it ] Good for Making Milk Products [ ] Low Fat 3ltr to 5ltr 5ltr and above [ [ ] ] ] Good Packaging 13) How  is  the  milk  used?   Uses Making Tea / Coffee Making Dahi / Curd Making Channa / Paneer Making Ghee / Butter Making Lassi / Butter Milk Making Sweets Drinking Shakes [ [ [ ] ] ] [ [ [ [ [ ] ] ] ] ] Metas Adventist College Page 110 .Total market size of Sumul Milk & Competitor’s Survey   C.

Total market size of Sumul Milk & Competitor’s Survey       Metas Adventist College Page 111 .