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Marketing was assumed much importance in the present day business world. The success
or failure of any organization depends on marketing. A business organization may produce goods
and services by adapting efficient management techniques. But merely producing goods and
services, there will not be any profits. It has to market these, and only marketing will generate
revenues, all other activities in expense.
“Marketing is the distinguishing and unique function of the business. A business is set apart
from all other human organizations by the fact it markets a product or services. Any organization
that fulfills marketing a product or service is a business. Any organizations in which tings are
either absent or incidental is not a business and should never be run as if it were one”.
: - Peter.F.Drucker

A group of potential customers want the product offered and that has the resources, the
willingness and ability to purchase it.

Market survey is the most commonly used method of primary data collection in marketing
research. Survey is conducted in case of descriptive research studies where as experiments are a
part of experimental research studies.


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After studying in depth the Dodla dairy Ltd. it rather imperative to know about the
concept of customer satisfaction. The following is a brief introduction of it
Today’s companies are facing their toughest competition in decades. The companies can
confront their competition better if they can move from a product and selling philosophy to a
customer to and marketing philosophy .for doing the above task better we need to “meet and
satisfy customer need”. Companies wanting to, let alone services, need a new philosophy. Only
customer-centered companies will win those that can deliver superior value to their target
The concept of ‘value of the customer’ may mean quite different from one customer to the
other. We know that customer mostly is value maximizes. Before we go to the idea of “customer
satisfaction” it is true that buyers will buy from the firm they perceive to offer the highest
customer delivered value.

It’s the difference between total customer value and customer cost. And total customer
value is the bundle of benefits customer expect from a given product or service. Thus the seller
has to aim at the above customer delivered value and then only they can attain the objective of
“customer satisfaction”.

Thus we assert that the buyer frame a judgment of value and the acts according to it.
Whether the buyer is satisfied after purchase depends upon the offer’s expectations. Here is our
definition of customer satisfaction.
Satisfaction is the level of a person’s felt state resulting frame comparing a product’s
perceived Performance in relation to the person’s expectations. Expectations are formed on the
basis of the buyer’s past experience, statements made by friends and associates and marketer and


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loyalty and favorable worth-of mouth. four basic elements affect customer satisfaction. basic support services. wants and expectations throughout the product or service's life are met or exceeded resulting in repeat purchase. a recovery process for counteracting bad experiences. If the performance does not match the expectations the customer is dissatisfied. Some of today’s most successful companies are rising expectations and delivering performance to match. At a very low levels of customer satisfaction. customers are likely to abandon. but this one is considered appropriate in the context of care or after sales services. .CUSTOMER SATISFACTION competitors information and promises. Satisfaction is a person’s feelings of pleasure of disappointment resulting for comparing a motor perceived performance (out-come) in relation t his/her expectation. and extraordinary service. Satisfaction is a function of perceived performance and expectation. If the performance exceeds the expectation the customer is highly satisfied and delighted. If the performance matches the expectations the customer is satisfied. Suppose customer satisfaction is rated on a scale from 1 – 5. There are many definitions of the key elements of the services. Brown(1992) defines customer satisfaction as: The state in which customer needs. They are: The basic elements of the product or service.Level-1. YOGI VEMANA UNIVERSITY.KADAPA Page 4 . So it is necessary for every organization to become aware of customers need and to satisfy them. According to Jones and Sasser (1995). The link between customer satisfaction and customer loyalty is proportional. Kotler(1997) defines customer satisfaction as follows: Satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a Product’s perceived performance (or outcome) in relation to his or her expectations.

CUSTOMER SATISFACTION Level-2 to 4.KADAPA Page 5 . A company’s value proposition is much more than it’s positioning on a single attribute. Companies offering electronic goods and motor vehicles etc. Level-5. the customer is very likely to repurchase an even spread good word of mouth about the company. These companies are aiming for TCS – Total Customer Satisfaction. Most of the successful companies are raising expectations and delivering performances to match. YOGI VEMANA UNIVERSITY. Customers are very likely to repurchase LEVEL5 Customers are fairly satisfied LEVEL 2-4 Low level of customer satisfaction LEVEL 1 The key to generating high customer loyalty is to deliver high customer value. It creates an advanced environment to the organization. After sales support management system is apart of ERP Enterprise Resource Planning solution dealing with the support module after the sales of product. customers are fairly satisfied but still find tit easy to switch when a better offer comes along. which are in to technical support after sales e. Companies that achieve high customer satisfaction ratings make sure that their target market is known.g. Customer satisfaction is both a goal and a marketing tool.

CUSTOMER SATISFACTION Measuring customer satisfaction Organizations need to retain existing customers while targeting non-customers. YOGI VEMANA UNIVERSITY.KADAPA Page 6 . Measuring customer satisfaction provides an indication of how successful the organization is at providing motor and/or services to the marketplace. The level of satisfaction can also vary depending on other factors the customer. such as other motor against which the customer can compare the organization's motor. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate.. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service.

CUSTOMER SATISFACTION Work done by Parasuraman. Increasing ACSI scores has been shown to predict loyalty. Academic research has shown that the national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured. The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive. Reverse. and an even stronger predictor of Personal Consumption Expenditure (PCE) growth. for example.applies the methodology of the ACSI offline. Inc. research has shown that ACSI data predicts stock market performance. word-of-mouth recommendations. Zeithaml and Berry as two different measures (perception and expectation) into a single measurement of performance relative to expectation. One-Dimensional. Methodologies American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction. The ACSI measures customer satisfaction annually for more than 200 companies in 43 industries and 10 economic sectors. both for market indices and for individually traded companies. and purchase behavior. and Foresee Results applies the ACSI to websites and other online initiatives. ASCI scores have also been calculated by independent researchers. Two companies have been licensed to apply the methodology of the ACSI for both the private and public sector: CFI Group. the ACSI methodology can be applied to private sector companies and government agencies in order to improve loyalty and purchase intent. On the microeconomic level. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. Cronin and Taylor extended the disconfirmation theory by combining the "gap" described by Parasuraman. This provides the researcher with a satisfaction "gap" which is semiquantitative in nature.KADAPA Page 7 . for the mobile phones sector. The Kano model offers some YOGI VEMANA UNIVERSITY. Must-Be. In addition to quarterly reports. Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. Indifferent.

Kano also produced a methodology for mapping consumer responses to questionnaires onto his model. the revised Norwegian Customer Satisfaction Barometer) to indicate the gap between customer expectations and experience..D. known for its topbox approach and automotive industry rankings. YOGI VEMANA UNIVERSITY. Other research and consulting firms have customer satisfaction solutions as well. Kearney's Customer Satisfaction Audit process.D. Power and Associates provides another measure of customer satisfaction. SERVQUAL or RATER is a service-quality framework that has been incorporated into customersatisfaction surveys (e.g. For Business to Business (B2B) surveys there is the InfoQuest box. J.CUSTOMER SATISFACTION insight into the product attributes which are perceived to be important to customers. J. which incorporates the Stages of Excellence framework and which helps define a company’s status against eight critically identified dimensions. Power and Associates' marketing research consists primarily of consumer surveys and is publicly known for the value of its product awards.74%. The box is targeted at "the most important" customers and avoids the need for a blanket survey.T. These include A.000 surveys (Nov '09) with an average response rate of 72. This has been used internationally since 1989 on more than 110.KADAPA Page 8 .

Complaint tracking is done as follows: YOGI VEMANA UNIVERSITY. TICSS Service Quality Model uses the 5 P's . The implementation of a customer service standard should lead to higher levels of customer satisfaction. Product/Services. whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organization’s attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model. Processes. as well as performance measurement. With out a client request the technical support is not initiated. TICSS enables organizations to focus their attention on delivering excellence in the management of customer service.Policy.CUSTOMER SATISFACTION Improving Customer Satisfaction Published standards exist to help organizations develop their current levels of customer satisfaction. The functional features include:  Customer complaints tracking  Service engineers information tracking  Job scheduling for the complaints  Spares management  Online support  Reports Customer complaints tracking Complaint is the start point of any technical support system. People. which in turn influences customer retention and customer loyalty.KADAPA Page 9 . Premises. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS).

 The spare part name and serial number  The available quantity of each spare part  The prize. the data and time of service.KADAPA Page 10 . no. It is done to optimize the technical resources and to render the best service to the customer. Job scheduling for the complaints: Job scheduling means sequencing the request to its intensity. The client may have an annual maintenance contract or may have a product in warranty or of warranty. Service Engineers information tracking: Information about the engineers is inevitable in job scheduling. the assigned engineer id. It may contain the following: the name. The job card includes the following: The compliant id. Minor problem are processed by technicians requests are handled by the expert team. Information about the engineers has to be added. the spare details. It may be online assistance indoor or onsite assistance. deleted or modified in the database. warranty and other specifications  The supplier information.CUSTOMER SATISFACTION  Client may come down or make a phone call or complaint online  The client is validated.  Expected service type has to be finalized. assignment of a service engineer and creating a job card. the status of the engineer. of man hours required etc.  The intensity of the complaint is to be estimated to allocate resources. id of the engineer. Online support: YOGI VEMANA UNIVERSITY. the skill set of the manager.

The reports that can be requests. They may be as follows:  Reception of the customer with hospitality.KADAPA Page 11 . Report: The report reflects the current status of the system.CUSTOMER SATISFACTION The service is done online also.  Providing guidance about the usage and maintenance of the product. He can chat with the service engineer on phone or online.  Offering gift and discounts.  Bills generation.  Entertaining environment to the customer.  Spares report discloses the availability of all the shapes in the system.  Service engineer report provides the information about the skills and strengths of the support team.  Receipts and payments report gives information about the cash flow in the system.  Job scheduling report states the allotment of engineers to jobs. YOGI VEMANA UNIVERSITY. The reports that can be generated are as follows:  Customer request report status of the system. In order to maximize the customer satisfaction along with quick response and efficient service some other activities are to be performed. Customer satisfaction tracking: Customer satisfaction is the key concept to dictate the future of the organization. The client may visit the website to obtain basic support information about the product and FAQ.

In order to decide if the service can be provided at a profit. how important those factors are for the whole. or involving customers in the design of services and service deliveries. Working together with both supplier and customer can increase profitability by expanding margin potential. it is necessary to link value equation to the strategic service vision. This employee-customer connection additionally conveys the message that the company cares about their customers. commitments. and relationships. A problem with customer satisfaction surveys (Naumann. Implementing customer satisfaction philosophy means identifying customers. and the level of customer satisfaction. this will lead to a situation whereby customers keep setting ever higher standards. and therefore to achieve perfection is impossible. 1994) is that a poor customer satisfaction programme yields vague data and raises customer expectations. A major flaw for all the companies has proved to be their inability to understand other ways that customers can be satisfied. By implementing direct and continuous employee contacts with the customers. Knowing the needs of the customer makes it easier to anticipate the ideal set of motor and services. A customer satisfaction study should begin by asking about the factors affecting customer satisfaction.KADAPA Page 12 .CUSTOMER SATISFACTION Operationalisation of Customer Satisfaction As customer needs and expectations are changing all the time. and each of them must be treated individually with different requirements. experiences. reading customer concerns. Markets should be seen as a group of individual companies. If customer YOGI VEMANA UNIVERSITY. customer interviews. measuring their perceptions. then identifying their needs and expectations and finally. Customer needs can be determined through marketing research. the customers' requirements and expectations can be determined.

Supply Chain Excellence Our Supply Chain Excellence service enables you to realize substantial improvements in your supply chain performance in terms of cost. after-sales service might include additional training or helpdesk availability. Business Definition for: After-sales Service  Customer support following the purchase of a product or service. After Sales Excellence After Sales Excellence is a key driver for customer satisfaction and loyalty but also a very important source of revenues and profits throughout a vehicle lifecycle. improve and qualify supply chain organizations and processes and support our clients by identifying and rapidly implementing cost and efficiency savings in the entire supply chain. lead times. retailer.KADAPA Page 13 . We measure.significant improvements on key indicators such as warranty costs. This can be achieved with the comprehensive. and speed of response. labor costs. or service provider determines what is included in any warranty (or guarantee) package. Our after sales experts support our clients in all relevant areas of after sales service to improve the internal cost base. customer service and working capital requirements. and fixed first visit rate. service quality. and action taken. In some cases. This will include the duration of the warranty traditionally one year from the date of purchase. In the case of a service provider. demand management. aftersales service can be almost as important as the initial purchase. the customer's overall satisfaction will decrease.CUSTOMER SATISFACTION expectations are raised and a company's performance remains the same. but increasingly two or more year’s maintenance and/or replacement policy. Of equal importance is the customer's perception of the degree of willingness with which a supplier deals with a question or complaint. items included/excluded. the retail attractiveness as well as customer satisfaction. efficiency. Our results are measurable . With our proven Integrated Supply Chain YOGI VEMANA UNIVERSITY. speed of response. cross-functional redesign of all logistics processes leveraging the entire supply chain including customers and suppliers. The manufacturer.

When a buyer considers closer integration with a supplier. Value Chain Design Constantly reviewing the companies’ value chain in a rapidly evolving environment. they may consider that it will most likely limit the number of potential suppliers and fear that the partner YOGI VEMANA UNIVERSITY. whether they can be distinguished. that question in terms of the underlying factors has not addressed. Barsky proposes this in the area of priority marketing. and the idea was applied to different services in general. Attributes for physical distribution of customer service were rated higher than many marketing attributes. thereby improving efficiency and customer satisfaction in alignment with corporate strategy. the supplier had been involved with the customer since the beginning of the network building. Relation of the Care to Customer Satisfaction Innis and La Londe (1994) discovered that several customer satisfaction variables significantly affect a customer's total customer satisfaction. Customer service attributes received high ratings for the importance of customer satisfaction. It is difficult to distinguish whether some of the changes in customer-supplier relationship were due to the duration of the relationship between the two parties and whether some of the changes were caused by changes in the customer's needs resulting from the customer's new position in the network life cycle curve. but for future studies. Most Important Services Barsky (1995) proposed that what is important for one customer may not be important for another. production and service network. For the results of this research. deriving required core competencies and partnerships is a key management responsibility.CUSTOMER SATISFACTION Excellence Audit we quickly identify gaps to proven best practices and benchmarks within. the Automotive Industry. and beyond.KADAPA Page 14 . Customer Contacts and Relationships In all cases. it would be relevant to clarify which of these two factors is the more significant or in fact. We help our clients design their value chain in terms of a global engineering footprint.

Customer Satisfaction is supreme in business. Customer perceived value (CPV) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. satisfaction is a person’s feelings of pleasure of disappointment resulting from comparing a product perceived performance (or outcome) in relation to his or her expectations. Interlocking with the supplier can limit the opportunity to acquire innovations if the supplier lacks the capability of being a leading-edge supplier. At any help desk. If the performance falls short of expectorations. It’s the result of skilled planning and exceptional management practices. Total Customer Satisfaction Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations. functional and psychological benefits customers expect from a given market offering. In general.CUSTOMER SATISFACTION may take advantage of this by increasing prices or delivering poorer quality or poorer service. Total Customer Cost is the bundle of costs customers expect to incur in evaluating. Total customer Value is the perceived monetary value of the bundle of economic. the customer YOGI VEMANA UNIVERSITY. obtaining. using and disposing of the given market offering. Theoretical over view on customer satisfaction Satisfaction in person’s feelings of pleasure of disappointment resulting from comparing a product’s perceived performance (out come) in relation to his or her expectations. customer satisfaction is a key indicator of success.KADAPA Page 15 . This was studied in the present study as well. Customer perceived value Our premise is that customers will buy from the firm that they see as offering the highest perceived value. Research has shown that there are frequently differences between the views of the supplier's management on customer value and the customers' views on what they say they value. It focuses on how to satisfy people who are using our product or services. Delivering great customer satisfaction is no accident.

High satisfaction or delight creates an emotional bond with the brand or company. it won’t attract enough buyers (although it will satisfy those who do buy). At level five. and marketers and competitors information and promises. the result may be lower profits. the buyer is likely to be disappointed. Even bad-mouth it.CUSTOMER SATISFACTION is dissatisfied. it is more than the core positioning of the offering. not just a rational preference. According to Micheal planning. a company must design a competitively supervalue proposition aimed at a specific market segment. If the performance exceeds the expectations. Customer expectations From past buying experience. If the company increases customer satisfaction by lowering its price or increasing its services. friends and associates advice. The value proposition consists of the whole cluster of benefits the company promises to deliver. if the company sets expectations too low. YOGI VEMANA UNIVERSITY. backed by a superior value-delivery system. Measuring Satisfaction Although the customer centered firm seeks to create high customer satisfaction. the customer is satisfied. the customer is highly satisfied or delighted. in his delivering profitable value. At levels two or four. However. Delivering high customer value The key to generating high customer loyalty is to deliver high customer value. that is no its main goal. the customer is very likely to repurchase and even spread good work of mouth about the company. customers are fairly satisfied but still find it easy to switch when a better offer comes along.KADAPA Page 16 . High satisfaction or delight creates an emotional bond with brand or company. If marketers raise expectations too high. It is the performance matches the expectations.


but the stage was set for the many changes. Various stages of dairy industry origin as follows:- THE DAIRY INDUSTRY PRIOR TO 1850: For over 225 years following the first settlements in America very little changes look place in the methods of producing milk or in the manufacture of dairy products.CUSTOMER SATISFACTION MILK INDUSTRY PROFILE The domestication of cattle occurred between 6000 and 10.KADAPA Page 18 . THE DAIRY INDUSTRY AFTER 1850: The modern dairy emerged in the middle of the 19 th century. The factory system. Later the cow was made as sacred animal and is still so considered by a part of the population of India. Feed supplies has to be shipped from the country areas and ordinance regarding dairy barns became more and more strict gradually farmers with in easy drivelling distance began delivering milk over regular routes in the cities. which have played important roles in the evaluation of the modern dairy industry. but men probably hunted cattle as wild animals prior to the time that they were domesticated. which were to take place in years to follow. 1. Among the many factors. The development was not spectacular. the following may be mentioned. YOGI VEMANA UNIVERSITY.000 years ago. Not much known about the history of this period.

Creamlines. 3. Due to low labour cost. IMPORTANCE OF DAIRY INDUSTRIES: Data collected by bureau of human nutrition and home economics for the year 1944 and 1945 showed that dairy products contained 75% of the calcium and 45%of riboflavin in the total food supply as well as 24% of the total protein. The direct contribution of dairying to the rural sector through additional income and employment to the producer is well recognized. Dairy industry contributes significantly to the economy as well as to the rural poor by providing an opportunity to uplift them by generating additional income thought it. India has the potential to become a leading exporter of milk and milk products. the cost of milk production is significantly low here. Dodla. Improved live stock. 5. Heritage. Research and scientific investigation.CUSTOMER SATISFACTION 2. Dairying has been practiced as rural cottage industry since ages. India accounts one-sixth of cattle and half off buffalo population of the world. To boost exports. and Mother Dairy etc.17% of the vitamins and 17% caliries. Significant investment has to be made in milk procurement equipment and chilling and refrigeration facilities. Jercy. side and also private side. 6. Improved machinery.P. Ravilla. Among 70 million rural households in India in 2001. Transportation. the dairy industry needs to focus on quality and productivity. India’s dairying industry is today in a state of dynamic transition with rapid development in milk production and marketing by virtue of the efforts made by the government of India under various programmes for benefiting the small rural milk producers and the underprivileged urban consumers. In Andhra Pradesh the leading companies are A. In 1946 the first company was established in kaiva District co-operative milk produces known as “AMUL” through out the Nation wide and their different companies were developed through out country form Govt. Economic factors. 4. YOGI VEMANA UNIVERSITY. dairy development under the brand names Vijaya. those operating up to two hectares form 42 percent of the households and 37 percent are land less.KADAPA Page 19 .

CUSTOMER SATISFACTION The milk and dairy product ranks as the largest source of income to the farmer of United States.. As the urban population increases fewer house holds could keep a cattle for private use.KADAPA Page 20 . The exact number of people engaged in these fields in unknown. Dairy is developed as a separate industry. In India dairying has been practiced as a rural cottage industry from remote places in the past. Technology refers to the application of scientific knowledge for practical purposes. A dairy is a place for handling of milk and milk products. problems of sanitation etc. Technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that a branch of dairy science.000. DAIRY PRODUCTS: A dairy is a place for handling of milk and milk products. which surrounded the large cities. This was the beginning of the fluid milk-sheds. The main reason for developing of this industry is above to increase in population of urban areas and more consumption of milk in the areas of soft drinks. Due to scientific knowledge in processing and pasteurization. In the earlier years each house hold maintains his/her own cattle or secures milk form its neighbour. But the high cost of milk production. For the country over 20 percent of the total agricultural income is from milk or cream sold. Dairy technology has been defined as YOGI VEMANA UNIVERSITY. In addition to the 24. restricted the practice and gradually the family cattle in the city was eliminated and city cattle were all sent back to the rural areas. 000. Gradually formers in the cities began delivering milk over regular routes with in easy driving distances. With the modern knowledge of protection of milk during transportation and scientific knowledge in processing for pasteurization improves rapidly dairy as a special industry. which deals with the processing of milk and manufacture of milk products. the sale of cream and butter by farmers in 1948 totalled more than $4400.000 people of the dairy firms many others persons and families must be employed in moving and processing the milk and milk products before there each the consumers table.

Dairy is developed as a separate industry. As the urban population increases fewer house holds could keep a cattle for private use. YOGI VEMANA UNIVERSITY. Due to scientific knowledge in processing and pasteurization. can’t be developed by middle managers whose only experience spans distribution and channels of management. But the high cost of milk production. The first and fore most requirement of modern marketing is to understand the customer needs. With the modern knowledge of protection of milk during transportation and scientific knowledge in processing for pasteurization improves rapidly dairy as a special industry. milk is consumed as a product of food from the past.CUSTOMER SATISFACTION that a branch of dairy science.. food items. product offering . In India dairying has been practiced as a rural cottage industry from remote places in the past. In the earlier years each house hold maintains his/her own cattle or secures milk form its neighbour. which surrounded the large cities. Gradually formers in the cities began delivering milk over regular routes with in easy driving distances. The main reason for developing of this industry is above to increase in population of urban areas and more consumption of milk in the areas of soft drinks. But it is not commercialized still at the end of the 19th century. In India milk is began in the early of the 20th century. storage. to satisfy the needs. Market entry strategies for developing market. like India. and create need develop strategies to bring the customers right elements of the i. Milk ranges in colour forma bluish-white to an almost golden-yellow depending up on the breed of cattle and the mount of fat solids present..KADAPA Page 21 . But the market of the milk industry is developed after independence due to scientific knowledge in processing.positioning distribution channels etc. which deals with the processing of milk and manufacture of milk products.e. This was the beginning of the fluid milk-sheds. Though India has over vast geographical area yet it is not successful especially for perishable goods such as vegetables. problems of sanitation etc. CONSTITUTENTS OF MILK: Milk as an article of food for mankind antidotes the earliest record history. restricted the practice and gradually the family cattle in the city was eliminated and city cattle were all sent back to the rural areas. and transportation facilities.. milky fruits etc.


A Dodladairymilk products Ltd has gone one level channel of distribution of Dodla dairy

Milk selling agent


It has extensive selling agents in Nellore, Gudur, Tirupati, Vijayawada, Guntur, Ogole,
Banglore, Chennai and Hyderabad.

The main content required of dairy is milk. It procures milk producer (farmer) covering over 200
villages in Guntur and Prakasam district. In each village one agent will be there collects milk of
that village from milk producers. They collect both in the morning and evening. Company has
it’s own vehicles to get the collected milk is each village.
The minimum quality of milk per capital consumption recommended Indian Council of Medical
Research is 210 grams per person per day against actual per capital consumption of 178 grams.
Thus there is deficit, of 96 Lakhs tones of milk per annum. Which indicates a great demand for
milk in the domestic market (source: Dairy India 1992). In addition by products like ghee, cream,
milk powder, butter and cheese will be marketed.
Today India is the largest milk producing country in the world. The milk producing states in
India are Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhrapradesh, Karnataka and
Tamilnadu. A cattle farming is one of the important aspects of the overall development process
in India. It is said that it is one of the bounded sectors of agriculture. It has been the important of
the National Economic Development Process all these years. Nearly 5% of the Indian population
of the country directly or indirectly depends on milk production and it’s sales for their livelihood.
Everyone without any age limit consumers milk. Today because of the modern technology the
cattle breeding has been revolutionized. Outdated methods of extraction of milk from the cattle
of the discarded. New and innovative methods are being widely adopted. India today is proud to

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say that it is the largest producer of the milk and its products. Many dairy firms have been
established in the country at different areas as per the requirements of the people i.e. the
consumer, both by the public sector and private sector.
Milk is one of the heavenly foods i.e. prescribed by a doctor, a physician. Everyone without sex
relation, are limit drinks milk directly or indirectly. Milk is a mixture of protein, vitamins,
carbohydrates and fat contains which is helpful for the growth of the humans. Dairy farming aim
is to supply better quality of milk to the consumers.

In 1946 the first company was established in kaiva District co-operative milk produces known as
“AMUL” through out the Nation wide and their different companies were developed through out
country form Govt. side and also private side. In Andhra Pradesh the leading companies are A.P.
dairy development under the brand names Vijaya, Dodla, Ravilla, Heritage, Jercy, Creamlines,
Mother Dairy etc.


Qty (in Million tones)























2011- 15



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In India milk production has been increasing gradually for several years. During till 1971 the
increasing ration was very small after that milk production has increased rapidly because of
green revolution and some other pilot programmes.
Milk is the only natural product i.e. daily used by the people at regular intervals for different
purposes. The nutritional potential is ideal in quality and balanced to satisfied human-acid
requirements. The contents of minerals and vitamins are unique both in proportion and in quality
nutrients that are essential for man’s growth and developments.
Milk has a very complex composition. It constituents are disposed in aqueous solutions, such as
chlorides; sodium and potassium are present in molecular dispersion, phosphate in colloidal
dispersion, and the fat in emulsion.
The average per capital consumption of milk in India is only 212 gram per day as against the
world average of 303 grams. Malnutrition can be easily wiped out in our country by developing
the dairy industry.
India has the potential to become one of the leading players in milk and milk products exports.
The country is located admist major milk-deficit countries in Asia and Africa. Major importers of
milk and milk products are Bangladesh, China, Hong Kong, Singapore, Thailand, Malaysia, the
Philippines, Japan, the UAE, and Oman-all located close to India. Milk production is scale
-insensitive and labour-intensive. Due to low labour cost of milk production is significantly low
in India.
Demand is absolutely optimistic. Margins are quite reasonable even on packed liquid milk.
Tremendous flexibility of product mix, abundance of rawmateral, and locally available
professionally trained, technical human resource pool are the other plus points. Presently, more
than 80 percent of milk produced is flowing into unorganized sector, which requires proper

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lassi. there is little control over milk yield. flavoured milk. many new processes will follow to improve milk quality and extend it’s shelf life. Cultured products like yoghurt and cheese lend further strength both in terms of utilization of resources and presence in the market place. Surely. But with the overall economic improvement in India. Problematic distribution: If ice-creams can be sold virtually at every nook and corner. artificial inseminations. YOGI VEMANA UNIVERSITY. with higher income to rural milk producers. packaging. should automatically lead to improvement in milk yields. as nutritionals. Lack of concept over yield: Theoretically.KADAPA Page 26 . etc. khoa. why can’t we sell other dairy products too? It is only a matter of time before we see the emergence of a cold chain linking the producer to the refrigerator at the consumer’s home. dairy sweets. this will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building. However. and presentation steps should be taken to introduce value-added products like ice-creams. these problems would also get solved.CUSTOMER SATISFACTION Pasteurization has overcome this problem partially. coupled. Competition: With so many people entering this industry. and properly managed animal husbandry practices. geriatric foods. OPPORTUNITIES: Value addition: There is a large scope for innovations in product development. The market is large enough for many to serve out their niche. UHT gives milk long life. competition has to be faced as a ground reality. basundi. panner. Logistics of procurement: Bad roads and inadequate transportation facility make milk procurement problematic. doodhpeda. Other products are infant foods. increased awareness of developments like embryo transplant.

Milk is pasteurized to render it safe for human consumption by destruction of sent percent pathogenic micro organisms and to improve the keeping quality of milk by destruction of almost all-spoiling organisms. Following the new GATT treaty. Strengths and opportunities are fundamental. Standardisation: YOGI VEMANA UNIVERSITY. Their success in dairying depends on factors such as an efficient yet economical procurement network. Nigeria. hygienic and cost-effective processing. the milk is immediately cooled to 50 C(41 F) or below As it is difficult to exercise strict supervision over milk supplies. THREATS: Today. PROCESSING OF MILK: Pasteurization: The term pasteurization. and innovations in the market place. Amul is exporting to Bangladesh.KADAPA Page 27 . and the Middle East. and values (of quality ethics).The Indian dairy industry.After pasteurization. refers to the process of heating every practical of milk to atleast 63 0 C or 1450 F for 30 minutes . Strengths and opportunities far outweigh weaknesses and threats. following it’s delicensing. is attracting a large number of entrepreneurs.CUSTOMER SATISFACTION Export potential: Efforts to exploit potential are already on. applied to market milk today. it becomes necessary to pasteurize milk so as to make it safe for human consumption. while weaknesses and threats are transitory. Srilanka. innovative approach. milk vendors occupy the pride of place in the industry. opportunities will increase tremendously for the export of agri-products in general and dairy products in particular. Any investment idea can do well only when you have entrepreneurship. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance.

from butter oil and skimmed milk powder donated under the World Food Programme Project. fat may need to be added to assure the legal minimum. filteration and clarification of the mixture. and Chennai during 1970-74. The Food and Agriculture Organization of the United Nations extensively produced recombined milk under the operation flood scheme in Mumbai. The technique of recombination involves dispersion of milk powder in water at about 45 C. Sometimes the addition of skimmed milk will do.5% high milk fat content may be adjusted downward by removing milk or fat or by adding skimmed and/or reconstituted milk. Atleast 8. Standardized milk is easier and digests. oils. Milk is standardized by the addition of milk or cream with a higher or lower fat percentage than of milk to be standardized. YOGI VEMANA UNIVERSITY. The surplus is transformed into butter or ghee.CUSTOMER SATISFACTION Standardization of milk refers to adjustment of the fat and /or solids not fat percentage of milk to desired value so as to conform to the legal or other requirements. milkcan be supplied at low cost.KADAPA Page 28 . Consequently. RECOMBINATION: This refers to the product obtained when butter. Downward standardization for fat is practiced is many countries. In the case of low milk fat content. Delhi.5% solids not fat. skimmed milk powder. Standardized milk may be marketed as such or used for making certain products. Standardization ensures milk of practically uniform and constant composition and nutritive value to the consumer.5% or more with the SNF. Kolkata. followed by homogenization and pasteurization at 75 C for 15 Seconds. recombined milk throughout the century should contain a minimum of 30% fat and 8. addition of milk fat to make a mixture. and water are combined in the correct preposition to yield fluid milk. The prevention of Food Adulteration Act defines standardized milk as cow and buffalo milk in which the milk fat content is adjusted to 4. The surplus fat can be converted into butter and ghee. The Prevention of Food Adulteration Act Rules 1976 defines recombined product as the milk product resulting from the combining of milk fat and milk solids not fat in one or more of the various forms with or without water. Under the prevention of Food Adulteration Act Rules 1976.

YOGI VEMANA UNIVERSITY.Under the Prevention of Food Adulteration Rules 1976. and shelf life of the recombined product.KADAPA Page 29 . toned milk should contain a minimum of 3% fat 8. chemical. and functional properties of raw material and used in such preparation determine the flavour. mainly used for providing cheap milk to the poor.CUSTOMER SATISFACTION The physical. Sometimes.5% solids not fat throughout the country. Toning: Toned milk refers to milk obtained on addition of water and skimmed milk powder to while milk . and improved dispensability results into acceptable milk. acceptability. The use of low-heat. The introduction of butter oil without appropriate technology of it’s has caused problem in acceptance of recombined milk. Toning is a process of reducing fat content i. milk is double-toned in order to provide cheap milk (with fat content only 1. increased solubility. non-fat milk powder with quick wetting ability.5%) to weaker sections.e. Toned milk is also called single toned milk and is prepared by toning milk with fresh separated milk reconstituted from spray-dried skimmed milk powder.

Founder Message Dodla Dairy was started with an intent to support the marginal farmer by bridging the gap between the milk producer and the consumer through effective cold chain management. The consistent growth of the organization reflects the customer confidence on the products and services offered. YOGI VEMANA UNIVERSITY. Flavoured Milk. The company procures. The company is having 9 state of art technology Processing Plants.CUSTOMER SATISFACTION DODLA DAIRYCOMPANY PROFILE Dodla Dairy Limited is a Public Limited Company having its Head Quarters at Hyderabad City of Telangana State. Paneer. As part of the said aspiration we have created excellent infrastructure facilities near the milk potential areas and organised the logistics for collection of milk from the rural areas and for supply of farm fresh milk to the consumers in the urban areas. Ghee. Dodla Dairy is an ISO 22000: 2005 and ISO 50001:2011 (EnMS) Certified Organization. The company is established by a well-known family of Nellore district of Andhra Pradesh in the year 1998. The products and services are offered through 16 Sales offices.KADAPA Page 30 . DoodhPeda. These products are conveniently packed to suit various needs of consumers. Today it is one of the popular dairy companies in India. Now. process and sells milk and milk products across 66 places in India. The company has a wide distribution network across pan India. The company offers wide range of Milk Products Comprising of Fresh Milk. Butter. The company has gained the competitive advantage over the other players by delivering the highest quality dairy products to the consumers. Curd. Ice Cream and Skimmed Milk Powder. 20 Bulk Milk Chillers and 23 Associate Chilling Centers. The company grew rapidly during the past one and half decades. the company is prepared to face the future challenges by upgrading its systems and infusing new technology. 30 chilling centres. The idea was implemented with great commitment and passion for the past 17 years.

He is a graduate in Industrial Engineering from Mangalore University. During initial stages his agricultural background helped to establish the roots of the company at various locations. Mr. in 2007. he was a co-founder and Managing Director of Cargill Ventures. Envisaging the need for high quality Milk & Milk Products in the Urban Market. Mr. D.KADAPA Page 31 .India. Prior to Black River. construction. where he managed corporate strategies and mergers YOGI VEMANA UNIVERSITY. I am confident that. Software and Castings. He is actively involved in leading and directing the company towards new technology. an independently managed subsidiary of Cargill.Reddy's family also involved in the veterinary research activities at USA. . D. The regular awareness programs conducted by us to the Milk producers for the past one and half decades are producing good results.Deepak Malik is the Director of the company. he entered into the Dairy Industry in the year 1995.Sunil Reddy is the Managing Director of the company who is hailing from a philanthropic family called DODLA of Nellore town. He is having more than 40 years of industrial experience in the capacity as Managing Director and Director in different industrial facets like Paper. Mr. Malik has been with Cargill since 1995. Prior to Cargill Ventures. we will serve a larger society in the near future by utilizing the latest technology and our people expertise in a better way. He is providing the resources needed for transformation of ideas into reality. He was in Construction and Agro Products Export business for about 6 years. Presently he is involved in guiding and mentoring the top executives of the company. Mr. Mr.AndhraPradesh. Mr.Malik joined Black River. Sesha Reddy an Arts Graduate from Osmania University is the Chairman of the Company.CUSTOMER SATISFACTION We are providing the veterinary support to the milk producers through our trained staff at the rural areas. Now the quality of the milk is going up consistently. systems and finding new avenues for growth.Chairman Directors Mr. Malik worked in Cargill's Strategy and Business Development Group. He takes the strategic decisions for the sustenance and growth of the company. Today the company has created a separate segment of "Customer Base" for its products.

Malik speaks English. Prior to Black River he served as president and founder of Cargill Ventures.KADAPA Page 32 . Sayre worked as a Senior Manager for Deloitte Consulting and held a position with the United States Department of Agriculture. a proprietary fund with $200 million in capital deployed across a 40company portfolio. Mr. Malik holds a Bachelor's degree in Economics from Delhi University. coffee. Previously. Sayre has been with Cargill since 1994. an independently managed subsidiary of Cargill. Sayre was Director for global mergers and acquisitions at Cargill. Prior to Cargill Ventures. Previously. he worked with the JMA Group managing distribution operations. principally motor parts and accessories for Telco (Tata Group) heavy vehicles.Jim Sayre joined Black River. Mr. YOGI VEMANA UNIVERSITY. Mr. Hindi and Punjabi.Jim Sayre is the Director of the company. Mr. India in 2006 to provide regional oversight of several crossborder investments. Mr. a Master's degree in Economics from the Delhi School of Economics and an MBA from Cornell University.CUSTOMER SATISFACTION and acquisitions within the petroleum. Malik also spent one year in international sales for Cargill's fertilizer division. natural gas. Mr. Sayre holds a Master of Business Administration from Harvard Business School and a Bachelor of Arts from the University of California at Davis. and meat industries. grain and oilseeds. Mr. Malik relocated to New Delhi. Mr. in 2007. Mr. Mr.

These values are our "CORE" and we will display them in all our actions.KADAPA Page 33 . We are Prudent in guarding and conserving our resources effectively. integrity and honesty.Procurement (Milk) Mr. He is involved in the growth and development of the organization since inception. Reddy is a graduate in diary technology from Osmania University. Krishna Reddy. YOGI VEMANA UNIVERSITY. R. He has vast experience in the entire gamut of dairy operations.E.O) Mr.CUSTOMER SATISFACTION Our Values We give top most priority to the Dignity of Labour& Moral Values. K. a Commerce graduate from Nagarjuna University. He has more than 38 Years of experience in the field of Procurement of milk and animal husbandry activities. sincerity. Head . Processing to Distribution and Management of People. hard work. V. V. transparency. B. He has strengthened the company in a professional way. Our values are commitment. S. He has more than 30 Years of experience in the field of Dairy Operations. We believe in the best quality right from Raw Material to Processing. Core Team Chief Executing Officer (C.

Marketing (Bi. YOGI VEMANA UNIVERSITY. Previously he was associated with the National Dairy Development Board (NDDB).Com Graduate with more than 26 years experience in Sales & Marketing of FMCG products.CUSTOMER SATISFACTION He is instrumental in building the Procurement activities systematically in the organisation. Head . S. Head .Materials Mr. Head . a Post graduate in Engineering from IIT Kharagpur with more than 24 years experience in Quality Assurance and project Management functions. a Graduate in Economics with PG Diploma in Material Management with over 34 years experience in handling the Inventory and Purchase Management Functions. He has established the Standards for the Materials purchase and inventory controls in a systematic way. T.Quality Assurance Mr. Previously he was associated with HLL and Emami Limited. He has 22 years of experience in the fields of Human Resources.Products) Mr. Madhusudhana Reddy. He is involved in expansion of product sales activities in various states across India. a B. He was associated with National Dairy Development Board (NDDB) before joining this organisation. Previously he was associated with GEM Granites Ltd. A. David Raj. Rama Krishnan. He is involved in the process of building the team and creating performance driven culture in the Organisation. Sebastian Joseph. Prior to this company he was associated with Amul Dairy. a Post graduate in Human Resource management and holds a LAW degree from Sri Venkateswara University. Vision & Mission Vision To be a world class dairy company by providing high quality Products and Services. Administration and legal activities.KADAPA Page 34 .Human Resources & Admin Mr. Head . He is involved in implementation of Food Safety systems like ISO:22000 and EnMS:50001.

Our Products YOGI VEMANA UNIVERSITY.CUSTOMER SATISFACTION Mission To supply good and safe milk products consistently through continual improvement of our systems and practices.KADAPA Page 35 .

The liquid milk comprises of five types of variants and the bi-products comprises of fourteen types of variants.KADAPA Page 36 . These products are conveniently packed to suit various needs of consumers. The company grew rapidly during the past two decades.CUSTOMER SATISFACTION The company is offering a wide range of products in both liquid milk and bi-products categories. Ghee. Now it is one of the well renowned dairy companies in India. YOGI VEMANA UNIVERSITY. colours. The company is also extending its product line with new flavours. Curd. DoodhPeda. added ingredients and pack sizes at regular intervals. The company offers wide range of Milk Products Comprising of Fresh Milk. The consistent growth of the organization reflects the customer confidence on the products and services offered. Butter. Our Research and Development team (R&D) is working on product development to deliver superior value and taste to the customers. Flavoured Milk. Ice Cream and Skimmed Milk Powder. Paneer. The company is adding new products to its portfolio year on year as per the needs of the customers.

The chilled milk will be pasteurised at the processing factories. Dodla milk is packed in high quality food grade pouches. The product undergoes stringent quality checks before packing. Pasteurization can prevent diseases including Tuberculosis. It also kills harmful bacteria like Salmonella. Every time you buy a pouch of Dodla milk. Scarlet Fever and Q-Fever etc. Staphylococcus. Toned Milk and Double toned milk. The fresh milk from the Buffalos and cows brought to the nearest chilling centres and then to the processing Plants with in a stipulated time period without breaking the cold chain. Listeria. The company offers different types of milk variants as per customer requirements like Full Cream Milk. taste and nutritional value. Diphtheria. you are assured of freshflavour.KADAPA Page 37 . Yersinia. After the completion of serial process the milk will be safe for human consumption. Brucellosis. YOGI VEMANA UNIVERSITY. This process will kill a pathogenic microbe that causes spoilage of milk. The customer can choose between Cow & Buffalo milk as per their taste and habits. standardised milk etc. Campylobacter and Escherichia etc.CUSTOMER SATISFACTION Dodla Dairy has over one and half decade expertise in collection and processing of the milk. These pouches are user friendly to the consumers.

Food World / Reliance Fresh. can consume curd. Dodla curd bears the un-compromised dairy expertise. The Dodla Curd is Packed in 200 Grams Food grade poly cups and sachets. The cow's milk will improve the levels of Vitamin-D. Fibre and Vitamins. children drinking only non-cow's milk were more than twice as likely to be Vitamin-D deficient as children drinking only cow's milk.  The bacteria in curd can help digest food and thus check the problem of stomach infection. The Cup curd is Packed in disposable food grade cups. It is rich in calcium and is good for digestion. The curd pack variants are available in 100 and 200 grams. YOGI VEMANA UNIVERSITY. A research conducted in Toronto stated that. Dodla Curd Curd is a natural dairy product made out of Milk. Benefits Of Curd  Low fat or skimmed curd is good for people who are suffering from higher levels of cholesterol as the fats are removed through processing. before it enters your body. Also.CUSTOMER SATISFACTION Children upto the age of 10 years need Calcium.  Those. Dodla Curd is available in all supermarkets like Big bazaar. A family consuming Dodla curd daily stays healthy. D Mart etc. the products are available with local milk vendors in all towns and cities of south India. The product is made by using high quality Culture. The Dodla curd is made out of good milk from the best country buffalos and cows. Milk is fermented with lactic acid present in curd under low temperatures (optimum 69 degrees F). who are lactose-intolerant.KADAPA Page 38 . Potassium. Dodla curd is available both in sachets and enclosed containers with good taste and thickness. as bacteria present in it break down the lactose.

and is widely used in Indian cuisine and even some Middle Eastern and Southeast Asian cuisine. Paneer is YOGI VEMANA UNIVERSITY. Ghee lover's first choice is Dodla ghee. non-melting farmer cheese made by curdling heated milk with food acid.KADAPA Page 39 . Paneer is one of the few types of cheese indigenous to the Indian sub-continent. aroma and taste obtained is entirely different when compared to sweets made without ghee. DodlaPaneer is an unaged.  Eating curd on a regular basis can help you absorb the nutrients in other foods as well. Ghee is used in almost all varieties of Indian sweets. Dodla Ghee is made without adding any preservatives or chemicals.CUSTOMER SATISFACTION  Studies have suggested that consumption of curd might help reduce the risk of high blood pressure. curd is good for the health of bones as well as the teeth. acid-set. The natural Aroma is the main feature for its success in the Ghee market. Dodla Ghee Dodla Ghee is made from Buffalo and Cow Fat.  Being rich in calcium. It is observed that. We usually find Paneer pressed into a cube and then sliced or chopped. the flavour. The cooked and clarified butter is then spooned off to avoid disturbing the milk solids on the bottom of the pan. This is made by simmering unsalted butter in a large pot until all water has been boiled and protein has been settled at the bottom. in case of sweets made out of ghee.

DoodhPeda is packed specially to retain the Freshness and Natural flavour. DodlaDoodhPeda DoodhPeda is a Delicious sweet made from pure Buffalo Milk. water. Buttermilk is a product of mixture of curd.KADAPA Page 40 .CUSTOMER SATISFACTION completely Lacto-Vegetarian. Dodla Butter Milk can meet your requirement. green chillies. ginger. DodlaPaneer contains less moisture. It has been introduced after conducting a research about our body requirement during the summer. Paneer is a taste adding agent to many dishes in the modern world. coriander and curry leaves. The product is available in the following pack sizes. The granule texture and mouthwatering taste is assured. To revive our vitality and energy we require natural drink like butter milk. It has got separate segment of buyers due to its good taste and quality. YOGI VEMANA UNIVERSITY. The product is packed in 'Food Grade Pouch Film' which is available in 200 ML packs only. salt.  20 Grams  200 Grams  500 Grams Dodla Butter Milk During hot sunny days. due to high temperature people will get exhausted very fast. Paneer is a source of protein for vegetarians.

It is also high in potassium. After the addition of the culture.KADAPA Page 41 . YOGI VEMANA UNIVERSITY. calcium.CUSTOMER SATISFACTION Beware of Artificial / Duplicate Nowadays. So. Buttermilk has lower fat than any other regular milk. more commonly skim milk or non-fat milk. most of the commercial milk dairies are using lactic acid bacterium culture to pasteurized sweet whole milk or. Buttermilk has more lactic acid than skimmed milk. for the customers who are under sodium restricted diet. The product is treated at high temperatures (UHT) and packed aseptically to ensure high quality and purity. because the fat has been removed to make butter. DodlaFlavoured Milk Dodlaflavouredmilk . They may or may not have added butter flecks. the milk is left to ferment for 12 to 14 hours at a low temperature (optimum 69 degrees F). Those with digestive problems are often advised to drink buttermilk rather than milk. it is better to check the label well before you buy the buttermilk as it may be a salted one or unsalted. It is usually labelled cultured buttermilk and may be salted or unsalted. vitamin B12. an emerging health drink that will refresh your senses. as it is more quickly digested. and riboflavin as well as a good source of phosphorus.

Dodla butter is prepared in two types. The good part is that without their conscious knowledge consumer is taking milk. YOGI VEMANA UNIVERSITY.e. The remaining 20 percent is made up of milk solids and water. Many consumers prefer having it plain i. only about 80 percent of ordinary butter is fat. Butter is preferred fat being used in every preparation in the culinary arts. Most of the consumers prefer salted as it gives good taste with the bread. Dodla Cooking Butter Dodla Butter is made from the fat of cows' and buffaloes' milk. However. No other product can come close toDodla butter because of its rich. without being served in a dish.KADAPA Page 42 . It's not pure fat.CUSTOMER SATISFACTION Natural Flavors from Dodla  Vanilla  Elaichi  Pista  Badam  Chocolate  Strawberry The flavored milk is tastier and healthier. One is salted and the other is unsalted. creamy mouth feel and its sublime flavor. This milk sounds good especially for the consumers who do not like milk. The drink is available in various flavours and is quite colorful. So it would make the viewer to taste it.

KADAPA Page 43 . Employee perceptions and behavior are shaped here making them to practice successful habits. Some interesting facts about the work environment:  Employee supportive work culture in-terms of personal and professional relationship. The work environment in the organization keeps the employees to love their roles.  Respect for values and ethics. Currently we have 1700 employees on-board. All the employees are motivated to display the "VALUES" while dealing with the stakeholders. YOGI VEMANA UNIVERSITY. Recognition for good performance and timely rewards are assured. This is the reason for the "ETHICAL SUCCESS" of the organization.  Respect for Employees Ideas and Suggestions. The culture of the organization is being built for the past 18 years by the efforts of all stakeholders and employees.  Recognition and Reward for hard and smart work.  Open communication and no politics.  Opportunity for Learning the latest technology and share the experiences of seniors.CUSTOMER SATISFACTION Dodla Butter is available in three variants are  White Butter (made from Buffalo Milk)  Table Butter (made from Cow Milk)  Yellow Butter (made from Cow Milk) Career Dodla Dairy is the most admiring Dairy products manufacturing Company in India.  Adherence to systems and procedures.

KADAPA Page 44 .  Opportunity to contribute in the decision making process.  Job rotation. Employees will get a fair opportunity to learn the domain knowledge and skill in a congenial atmosphere. One of the primary responsibilities of the senior is to train the new employee. CHAPTER-3 YOGI VEMANA UNIVERSITY.CUSTOMER SATISFACTION  Internal growth opportunities. The company believes in creation of internal capability to manage the future. Dodla Dairy is having a combination of Senior and young team of professionals. The clarity of roles and responsibilities for the employee keep them involved in the core job right from the day one.

KADAPA Page 45 . The dynamism comes from technology.CUSTOMER SATISFACTION RESEARCH METHODOLOGY RESEARCH METHODOLOGY NEED FOR THE STUDY For any product market isalways dynamic. This study is definitely going to help to analyzing the customer and can take necessary steps for the improvement of the service from both the company side and as well as from the dealer’s side. usage. changing customer needs. satisfaction of customer etc. Because customer is the real advertisement for any product so the company should YOGI VEMANA UNIVERSITY.

usage etc. OBJECTIVES OF THE STUDY 1. OPEN ENDED QUESTIONS This refers to a questions that has no fixed alternatives. SAMPLING Population = NELLOR TOWN Sample size = 200 Sample unit = CUSTOMERS OF DODLA DAIRY QUESTIONNAIRE DESIGN The questionnaire design is following types: CLOSE ENDED QUESTIONS This refers to those questions in which the respondance is given a limited number of alternative responses from which they has to select the one that most closely matches their opinion or attitude. The respondents answer in their own words and any length they give the answers. 4. To study the promotional activities adopted by the company..KADAPA Page 46 . with in which the consumer must confirm. because the category of preference of brand. YES OR NO QUESTIONS YOGI VEMANA UNIVERSITY.CUSTOMER SATISFACTION be in a position to meet the customer requirements and also should maintain the customer relationship. In this study close-ended questions are more. is restricted to some area and to make the analysis and the survey part easy. To study the customer satisfaction towards Dodla dairy Milk Products 2. To study the availability of Dodla dairy Milk Products in the market. To study the customer perception towards recent price hikes on dairy products 3. factors.

The kinds of data that has calculated for this study are: PRIMARY DATA COLLECTION Primary data are generated when the researcher implying different types of questionnaire method investigates a particular problem at hand. sales force report accounting records.. SCOPE OF THE STUDY YOGI VEMANA UNIVERSITY. Primary data was collected from the respondences living in Nellore town.CUSTOMER SATISFACTION This refers to those questions in which the respondents are given a limited number of alternatives responses. SECONDARY DATA COLLECTION Secondary data includes those data. The respondents have to select one among them.e. DATA COLLECTION Data collection is very essential to study the information fact and figure that are directly seated to the problem that have formulated. which are collected for some earlier research work and are applicable in this study i.KADAPA Page 47 . In this primary data has been collected from the consumers through field survey method. RANKING SCALE This refers to those questions in which the respondents are given a limited number of alternatives responses from which they has to rank the options that are given in the question. RATING SCALE This refers to those questions in which the respondents are given a limited number of alternatives responses from which they has to rate the options that are given in the question. the secondary data’s are collected from the company’s manuals.

LIMITATIONS OF THE STUDY 1. 4. The sample size is restricted to 100 customers only. Due to time constraint.LTD. 3. The study also focused on the promotional activities of the company in bringing awareness about the product to the consumer. The customers are less interested to answer all the questions due to time constraint.CUSTOMER SATISFACTION The study on customer satisfaction towards Dodla dairy Milk Products aims at identifying customer satisfaction level towards various dairy products available particularly with Dodladairy. CHAPTER-4 YOGI VEMANA UNIVERSITY. STATISTICAL TOOLS: For data analysis statistical tools used are simple percentage and chi. 2/ Opinion of customer may be based on Dodla dairy Milk Products only. The Study is restricted to Nellore only. Totally the period for the study went for two months. I also through light on the availability of DodladairyMilk Products in the market . and the collection of data analysis and interpretation of the survey carried for one month.KADAPA Page 48 . PERIOD OF STUDY This field work for the survey is gone for two months. As the company has distribution system in the market .the study also focus on the impact of recent price hikes in the market and on the sales of the company.square test.


KADAPA Page 50 . These are the information about respondents.1 Occupation of the Respondents 45 40 35 30 25 20 15 10 5 0 STUDENT BUSINESS EMPLOYEE OTHERS 4. Of Respondents Percentage 1 Milk 30 2 Curd 24 24 3 Butter Milk 34 34 4 Other products 12 12 Total 100 100 30 INFERENCE: The above table illustrates that.No Opinion No.15% of the respondents are business. Graph-3.CUSTOMER SATISFACTION S.42% of the respondents are employees and 7% of the respondents are others. 36% of the respondents are Students.2 TABLE SHOWING DAILY CONSUMPTION OF MILK PRODUCT INFERENCE: YOGI VEMANA UNIVERSITY.

3 Table Showing customer satisfaction explanation about the Benefits/features of the Milk Products INFERENCE: YOGI VEMANA UNIVERSITY.KADAPA Page 51 .CUSTOMER SATISFACTION The above table illustrates that. 30% of the respondents are using Milk daily 24% of the respondents are consuming curd.2 4. 34% of the respondents are consuming butter milk and 12% of the respondents are using other milk products 35 30 25 20 Milk Curd Butter Milk Other products 15 10 5 0 Graph-3.

3 YOGI VEMANA UNIVERSITY. 28% of the respondents are dissatisfied 22% of the respondents are very much satisfied and 18% of the respondents are very much dissatisfied with the benefits and features of the product 35 30 Satisfied Dis satisfied 25 20 Very satisfied 15 Very dis satisfied 10 5 0 Graph-3. Of Respondents Percentage 1 Satisfied 32 32 2 Dis satisfied 28 28 3 Very satisfied 22 22 4 Very dis satisfied 18 18 Total 100 100 The above table illustrates that.KADAPA Page 52 .No Satisfaction level No.CUSTOMER SATISFACTION S. out of 100 respondents 32% of the respondents are Satisfied.

Of Respondents Percentage 1 Home Delivery 56 56 2 Retailing 44 44 3 Distribution 10 10 4 Manufacturer to customer 0 0 Total 100 100 4. 60 50 Home Delivery Retailing 40 30 20 Manufacturer to customer 10 0 YOGI VEMANA UNIVERSITY. 44%.No Selection option No.KADAPA Page 53 Distribution .CUSTOMER SATISFACTION S. 10% The above table illustrates that. out of 100 respondents56% of the respondents said that the delivery of the product should be done through the personal 44% of the respondents said that the delivery should be done through the retailing and 10% of the respondents said that the delivery should be done through the distribution.4 Table Showing customer satisfaction explanation about the delivery procedure INFERENCE: 56%.

out of 100 respondents 27% of the respondents are satisfied. 42% of the respondents are very much S.KADAPA Page 54 .CUSTOMER SATISFACTION Graph-3.No comfortabulity level No.5 Table Showing customer satisfaction about theChoosing of buy to these Products. INFERENCE: The above table illustrates that. 9% of the respondents are dissatisfied. Of Respondents Percentage 1 Satisfied 27 27 2 Dis satisfied 9 9 3 Very satisfied 42 42 4 Moderately 22 22 Total 100 100 Satisfied and 22% of the respondents are moderately satisfied by choosing the product. YOGI VEMANA UNIVERSITY.4 4.

CUSTOMER SATISFACTION Graph-3.KADAPA Page 55 Very satisfied .5 45 40 35Satisfied Dis satisfied 30 25 20 15Moderately 10 5 0 YOGI VEMANA UNIVERSITY.

23% of the respondents said that Moderate and 15% of the respondents said that un comfortable in using the product. Of Respondents Percentage 1 Excellent 34 34 2 Good 28 28 3 Moderate 23 23 4 Uncomfortable 15 15 Total 100 100 4.6 Table Showing customer satisfaction of the overall comfortabulityof using the products INFERENCE: The above table illustrates that.KADAPA Page 56 .6 YOGI VEMANA UNIVERSITY.CUSTOMER SATISFACTION S. out of 100 respondents 34% of the respondents are said that Excellent. 35 30 25 20Excellent Good Moderate Uncomfortable 15 10 5 0 Gra ph-3.No Satisfaction level No. 28% of the respondents are said that Good.

Of Respondents Percentage 1 Satisfied 27 27 2 Dis satisfied 9 9 3 Very satisfied 42 42 4 Moderately 22 22 Total 100 100 INFERENCE: The above table illustrates that.No comfortabulity level No. 922% of the respondents are moderately satisfied by choosing the product % of the respondents are dissatisfied. out of 100 respondents 27% of the respondents are satisfied.CUSTOMER SATISFACTION 4.7 Table Showing customer satisfaction of the with DodladairyProducts S. 42% of the respondents are very much satisfied and by choosing the product YOGI VEMANA UNIVERSITY.KADAPA Page 57 .

7 4.CUSTOMER SATISFACTION 45 40 35Satisfied Dis satisfied Very satisfied 30 25 20 15Moderately 10 5 0 Graph -3.KADAPA Page 58 .8 Table Showing Availability of Products YOGI VEMANA UNIVERSITY.

Graph-3. 12% No.No. Of Respondents Percentage 1 Yes 82 82 2 No 18 18 TOTAL 100 100 INFERENCE: From the above table availability of are 82% Yes.8 90 80 70 60 50 40 30 20 10 0 Yes YOGI VEMANA UNIVERSITY. . Availability of Products No.KADAPA No Page 59 .CUSTOMER SATISFACTION S.

CUSTOMER SATISFACTION S. 42%of the customers are affordable.No Pricing of Spare Parts No. Of Respondents Percentage 1 High 18 18 2 Affordable 42 42 3 Littlemore 23 23 4 Very less 17 17 Total 100 100 4. 9 Table Showing Product Pricing INFERENCE: The above table illustrates that. Graph-3.KADAPA Page 60 .9 YOGI VEMANA UNIVERSITY. 23%of the customers are Littlemore. out of 100 respondents 18%of the customers are high. and 17% of the customers are very less regarding to Price level of the products.

27% No.CUSTOMER SATISFACTION S. Satisfaction Level No.No.10 Table Showing customer satisfaction of the Sales & Services INFERENCE: From the above table satisfaction of sales & services are 73% Yes. Graph-3.KADAPA Page 61 .10 YOGI VEMANA UNIVERSITY. Of Respondents Percentage 1 Yes 73 73 2 No 27 27 TOTAL 100 100 Percentage 45 40 35 30 25 20 15 10 5 0 Percentage High Affordable Littlemore Very less 4.

20%of the customers are very satisfied.No Satisfaction level No. 42%of the customers are satisfied.11 Table Showing customer satisfaction of the overall marketing performance of company.KADAPA Page 62 . INFERENCE: The above table illustrates that. Of Respondents Percentage 1 Delighted 23 23 2 Satisfied 38 38 3 Very satisfied 21 21 4 Dis satisfied 18 18 Total 100 100 Satisfaction Level of Sales & Services Yes 27% No 73% 4.CUSTOMER SATISFACTION S. and 16% of the customers are dis satisfied regarding to performance of Marketing. out of 100 respondents 22%of the customers are delighted. YOGI VEMANA UNIVERSITY.

12 Table Showing customer satisfaction of the overall Quality of product.No Satisfaction level No.CUSTOMER SATISFACTION S.11 Percentage 40 35 30 25 20 15 10 5 0 Percentage 4.KADAPA Page 63 . YOGI VEMANA UNIVERSITY. Of Respondents Percentage 1 Delighted 22 22 2 Satisfied 29 29 3 Very satisfied 36 36 4 Dis satisfied 13 13 Total 100 100 Graph-3.

No 1 2 3 4 Satisfaction level Delighted Satisfied Very satisfied Dis satisfied Total No. Graph-3. Of Respondents 22 29 36 13 100 INFERENCE: YOGI VEMANA UNIVERSITY.KADAPA Page 64 Percentage 22 29 36 13 100 .12 Satisfaction level of washing 40 35 30 25 20 15 10 5 0 Delighted Satisfied Very satisfied Dis satisfied 4. out of 100 respondents 23%of the customers are delighted. 21%of the customers are very satisfied. Do you think the company should develop more milk exclusive Parlor to sell their milk products S.CUSTOMER SATISFACTION INFERENCE: The above table illustrates that.13. 38%of the customers are satisfied. and 18% of the customers are dis satisfied regarding to quality of the product.

CUSTOMER SATISFACTION The above table illustrates that. Graph-3. and 13% of the customers are dis satisfied regarding to transportation of product in time.13 40 35 30 25 20 15 10 5 0 Delighted Satisfied Very satisfied Dis satisfied FINDINGS   It is found that most of the respondents 54%ofare using Milk and Curd in a large quantity daily It is found that the most of the respondents56%0f are very much satisfied with the  features and benefits from the product Most of the respondents 56%of optioned that it is good to have home delivery and  retailing of the product delivery.KADAPA Page 65 . 42%of respondents are very much satisfied by choosing the product of Dodla dairy YOGI VEMANA UNIVERSITY. 29%of the customers are satisfied. 36%of the customers are very satisfied. out of 100 respondents 22%of the customers are delighted.

36%of customers are very satisfied regarding to transportation of product in time.  The delivery boys are to be strictly prohibited from taking tips from the customers by keeping eye on them.CUSTOMER SATISFACTION   Most of the respondents 17%ofare less comfortable with the product usage 42%of respondents are very much satisfied with the availability of product. SUGGESTIONS  It is advised to increase the total number of free services so that the customers may feel optimistic on the part the services. YOGI VEMANA UNIVERSITY.KADAPA Page 66 . 38%of customers are satisfied regarding to quality of the product.     17%of customers are very less satisfied regarding to Price level of the products.  Response at the time of servicing should be improved. 27%of customers are satisfied regarding to performance of Marketing.  It is advised to improve some features of the “Dodla dairy Products” such that it leads to be majestic market.

ANNEXURE-I QUESTIONNAIRE CUSTOMER SATISFACTION AND SERVICES TOWARDS DODLA DAIRY LIMITED. Name of the customer: Age: Occupation: YOGI VEMANA UNIVERSITY.CUSTOMER SATISFACTION  Instructions regarding the usage of the product for better performance should be explained to the customers at the time of sales or else printed in the product.KADAPA Page 67 .

specify your daily consumption A) 1/2 liter B) 1 liter C)2 liter D)above 2 liter 2.1 if yes. What type of milk do you preferred to consume ? a) Creamy milk () b) Normal milk () c) Full creamy milk () 3.1 if yes. Do you use milk products? a) Yes b) no 1. Do you use DODLA DAIRY milk products? a) Yes b) no 3.CUSTOMER SATISFACTION Address: 1. select the type of DODLA DAIRY milk products you use from The following a) Milkyes ( ) no ( ) b) Ghee yes ( ) no ( ) c) Ice cream yes ( ) no ( ) d) Flavored milk yes ( ) no ( ) YOGI VEMANA UNIVERSITY.KADAPA Page 68 .

Rate your satisfaction level on the promotional activities followed byDODLA DAIRY milk products a) Highly satisfied b) satisfied c) neither satisfied & nor satisfied d) Dissatisfiede) highly dissatisfied 6.KADAPA Page 69 . How did you get awareness about the DODLA DAIRY milk products? a) newspapers b) television c) hoardings d) paintings e) others 5. Are you satisfied with the milk product available with your nearest dealer? a) Yes b) no 10. Rate your satisfaction level on the package of DODLADAIRY milk Products YOGI VEMANA UNIVERSITY. Are DODLA DAIRY milk products abundantly available in your area? a) Yes b) no 9.CUSTOMER SATISFACTION e) Sweetsyes ( ) no ( ) 4. How do you feel about the prices of DODLA DAIRY milk products? a) Good b) moderate c) poor 7. Are you satisfied with the quality of DODLA DAIRY milk products? a) Yes b) no 8.

what the other media the company can consider to Promotetheir products a) b) c) YOGI VEMANA UNIVERSITY.KADAPA Page 70 Highly satisfied . Do you feel that company should concentrate more on promoting? Their product a) Yes b) no Ifyes. Rate your satisfaction on DODLA DAIRY milk products against Competitive from the following factors Factors Highly satisfied satisfied Neither Dissatisfied satisfied & nor satisfied Quality Price Brand image Packing Availability 12.CUSTOMER SATISFACTION a) Highly satisfied b) Satisfied c) Neither satisfied & nor satisfied d) Dissatisfied e) highly dissatisfied 11.

SHARMA YOGI VEMANA UNIVERSITY. Do you think the company should develop more milk exclusive? Parlor to sell their milk products a) Yes b) no 14.D. Are you satisfied with the product service quality of the DODLA DAIRYmilk parlors a) Yes b) no 15.KADAPA Page 71 .CUSTOMER SATISFACTION 13. How do you feel about the recent price hikes of DODLA DAIRYmilk a) Satisfied b) neither satisfied & nor satisfied c) dissatisfied 16. Any valuable suggestion to the company    ANNEXURE-II BIBILOGRAPHY MARKETING MANAGEMENT : PHILIP KOTLER MARKETING MANAGEMENT : RAJAN SAXEN MARKETING RESEARCH : D.