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Marketing Mix Heritage Theory Due
Marketing Mix Heritage Theory Due
Milk -one of greatest gift that god has bestowed on human being yes, when
for the first time a child descends from the womb of mother on to this earth what
else could quench the thirst / hunger of the baby –the first diet, the multination, is
milk…
This industrial training makes the management students undergo partially which they
know theoretically .M.B.A student can be image in the problems with the theoretical
knowledge he has , but he can only solved it when he has practical experience or
knowledge.
So, ti is a compulsion for all MBA students to undergo months practical training in
their concernced subjects in any industry or company. After that we are required to
submit a project report on the practical experience we have acquired.
So I have undergone to the practical training in one of the leading diaries in Andhra
Pradesh i.e. Heritage dairy, which is situated on APIIC Growth Centre, BOBBILI.
The main objective of the study can be more clearly enumerated as:
SOURCES OF DATA:
The basic instrument used in collecting the data in this survey is the
questionnaire. Apart from that we had also gone through the records of the company.
The data collected from the above includes.
Inspire of honest and sincere efforts by the researchers there are bound to be certain
discrepancies and inconsistencies. Again there were several limitations both statistical
and non-statistical within which the research has been carried out.
1. The whole research study was carried out in some part of vizianagaram only.
Therefore, the result may not same in zonal basis.
2. It is very difficult to generalize the main findings, as the sample size is very small.
3. Some of the findings have been taken in this research are based on opinion,
attitudes feelings and perceptions of few respondents.
4. The major limitation in this research study is lack of co-operative from few
department heads due to probably lack of time.
The main stay of Indian farmers has been agriculture and allied occupations, farm ,
animals, especially catties have been an integral part of rural India for thousands of
years. During the year 1920 military farms were established to supply adequate raw
milk to the stations. these were well maintained and improved hence forth.
In 1940 the first farmers integrated dairy co –operative was established in kaira
district “ anand” , which later came to be kmown as “AMUL” . Amul and greater
Mumbai milk scheme set together a faster pace of dairy , developed with emphasis on
developed techniques of precessing and marketing under Indian consitions. In India
the state with highest production is milk is Gujarat.
The Indian dairy corporation was set up under company act on 13 th February 1970 .it
is a government of India under taking .the immediate need to set up IDC was to
handle the properly known as “operation flood “.
India has emerged as the world’s top dairy nation with milk production crossing
75 million tons in 1997 -98. India is placed second in milk production when
compared to USA.
The Indian dairy industry production is estimated to have risen from the low of 20
million tons to 75 million tons .though our country accounts 25% of the total
agricultural animals, yet the production of milk is only 65% of the world production.
It is estimated that per capita consumption of every Indian is 118 grams .but
the minimum requirement of good healthy is 210 grams per day .it is also estimated
that consumption of milk for this year would be 64.40 million tons this year
.therefore, it is necessary to develop dairy farming in India .
HERITAGE DAIRY:
The Dairy was converted to Mutually Aided Cooperative Act-1995 in the year
1999 as ‘Srivijayavisakha District Milk Producers Mutually Aided Cooperative
Union' and the Dairy was converted to Company Act-1956 with effect from
06.01.2006 as ‘SriVijayaVisakha Milk Producers Company Limited’. The
Procurement and Production graph growth is increasing year after year with more
participation of the rural farmers.
Established in 1998, Tirumala Milk Products (P) Ltd. is one of the fastest
growing Private Sector Enterprises in India with a team of dedicated professionals.
The company has one of the most modern and versatile plants in the Indian Dairy
Industry with state-of-the-art technology. Tirumala Milk Products (P) Ltd. products
meet stringent quality control tests and cater to the premium segment of the market
for Dairy Products. Tirumala Milk Products (P) Ltd. is presently implementing an
expansion programme and proposes to launch new products in the near future.
VIJAY DAIRY:
In the year of 1974, Mr. Jagjivandas Patel, founder of Vijay Dairy and
Sweets, has started selling milk in a small pot in small town of Surat. After that his
four sons have developed the business from one pot to three big outlets in Surat city.
In 1981, the group has opened its first such outlet on busy road of Adajan
Patiya of Surat City. Local people appreciated quality of all products sold by the
outlet and asked for establishment of more outlets in other areas.
After that word-of-mouth was the only advertisement tool for gaining
popularity in across the city. In the year 1990, the group opened its second outlet for
taste lover citizens of Surat at Palanpur Patiya area of the city. Revenue from this
outlet has soon crossed revenue earned by the first outlet.
In the year 1997, the group stated its third selling point at Vishal
Nagar,New Sardar Bridge. With time, the company has changed its strategy, and
started innovations in preparing sweets and dairy products. Today at Vijay Dairy and
Sweets, you will find traditional sweets of all regions of India.
NRI customer base is also increasing day-by-day. For them we serve our milk
and milk products in the best packaging material so that the product maintains its
original taste and quality for longer period. The promoters are used to travel across
India and bring product of that region under the roof of Vijay Dairy and Sweets
Mother Dairy markets & sells dairy products under the Mother Dairy brand,
Dhara range of edible oils and the Safal range of fresh fruits & vegetables, frozen
vegetables and fruit juices at a national level through its sales and distribution
networks for marketing food items.
Mother Dairy markets approximately 2.8 million liters of milk daily in the
markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a
market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of
milk daily and undertakes its marketing operations through around 14,000 retail
outlets and 845 exclusive outlets of Mother Dairy.
Average of 14 billion of milk were produced every year in uk, 73 billion tons in USA
and India’s production is around 75 million tons, half of the total production of the
milk is used for manufacturing other products. In u.k the liquid milk sales has been a
decline since the last decade.
Since 1980 more than 90% of milk was purchased form the milkman, by 1980 this
declined to 89% , in 1985 to 81.9% , in 1990 to 68.3% , and by 1995 doorstep
delivery accounted for 44.5% of all milk purchased . sales in supermarkets and small
shops increased in relation to the decline in doorstep share.
CONTAINERS:
About 86% of all the household milk sold in England, Scotland and Wales is
sold glass bottles, while plastic containers claiming 50% of the market and cartons
occupies the remaining 19% . Virtually, all milk sold in glass bottles is sold in
doorstep delivery while disposable packaging accounts for almost all shop sales
semi skimmed milk: energy value is194 calories and tat content 0.1%
homogenized milk: all the fat are spread uniformaly , no cream layer is found.
HERITAGE AT A GLANCE:
In the year 1994, HFIL went to Public Issue to raise resources, which
was oversubscribed 54 times and its shares are listed under B1 Category on BSE
(Stock Code: 519552) and NSE (Stock Code: HERITGFOOD)
Sri Naidu has won numerous awards including " Member of the World
Economic Forum's Dream Cabinet" (Time Asia ), "South Asian of the Year " (Time
Asia ), " Business Person of the Year " (Economic Times), and " IT Indian of the
Millennium " (India Today).
MISSION:
HERITAGE SLOGAN:
Today Heritage feels that the ISO certificate is not only an epitome of
achieved targets, but also a scale to identify & reckon, what is yet to be achieved on a
continuous basis. Though, it is a beginning, Heritage has initiated the process of
standardizing and adopting similar quality systems at most of its other plants.
COMMITMENTS:
MILK PRODUCERS:
Heritage
EMPLOYEES:
Heritage forges ahead with a motto "add value to everything you do"
RETURNS:
SERVICE:
SUPPLIERS:
SOCIETY:
more than 9500 procurement agents got self employment in rural areas
1. Customer focus to understand and meet the changing needs and expectations
of customers.
2. People involvement to promote team work and tap the potential of people.
3. Leadership to set constancy of purpose and promote quality culture trough out
the organization.
The total turnover is Rs 341 Crores during the financial year 2006-07
against the turnover of 292.02 Crores. Today Heritage distributes quality milk & milk
products in the states of A.P, Karnataka, Kerala & Tamil nadu.
During the year 2006-07 liquid milk sales was Rs.28329.79 lakhs
against Rs.24525.23 lakhs in the previous year. The sales of miik products including
bulk sales of cream, ghee and butter were recorded Rs 5781.59 lakhs against Rs
4677.21 lakhs.
MILK SALES:
23% growth was recorded in AP 2.38 lakhs litres per day(LLPD) in 2006-07
against 1.93 LLPD in 2005-06. 13% growth was recorded in Tamilnadu-1.53 LLPD
OUTLOOK:
BRANCHES OF HFIL:
1. Dairy
2. Retail
3. Agribusiness
1. DAIRY:
It is the major wing among all. The dairy products manufactured by HFIL are
Milk, curd, butter, ghee, flavoured milk, paneer, doodhpeda, ice cream.
2. RETAIL:
In the retail sector HFIL has outlets namely “Fresh@”. In those stores the
products sold are vegetables, milk& milk products, grocery, pulses, fruits etc.
3. AGRI BUSINESS:
BOARDOFDIRECTORS:
Sri N. P Ramakrishna, Director, aged 63 years, who has substantial experience in the
transport business, has a thorough understanding of the systems of milk procurement
and transportation and has enabled Heritage to strengthen its main milk procurement
base at Chittoor, Bangalore and nearby areas. He is also the Managing Director of
Hotel Ramakrishna Private Limited situated at Chittoor and was Chairman of the
Chittoor Co-operative Sugar Factory.
Sri Lokesh Nara, Executive Director, aged 27 years, completed his Master’s Degree in
Business Administration from Stanford University and graduated with a Bachelor of Science
degree in Management Information Systems from Carnegie Mellon University. Before joining
the Board of Heritage Foods, he was associated with the Company as a Vice-President of the
Retail division. Before joining Heritage Foods, he worked with the World Bank as a Junior
Professional Associate where he completed various projects including an e-Governance
Capacity Building program for the government of Ethiopia, and e- Governance Capacity
Building program for the governments of South Sudan and Kenya. He has over three and half
years of experience in the areas of strategic business and information technology.
PRODUCTS:
UHT Milk
Curd
Butter Milk
Ghee
Doodh Peda
Ice Cream
Cooking Butter
Fresh Cream
During the marketing programme process, the marketing strategy is adopted by a firm
are spell out. Marketing strategy drawn up by the management of firm explain as to
how the firm is achieve its objectives. Marketing strategy is the marketing logic
which the business firm expected to achieve its marketing objectives. It consisting of
economy. Milk has 1st among all agriculture produce in India dairying provide source
The dairy unit all over India under five year plane were taken up with
dual objective of increasing the national level of milk consumption and ensuring
position. All baseness activities are directed towards him in such a manner that
consumer satisfaction can be achieved in the modern world products is produced and
services are rendered as per the taste, requirement and needs of the target consumers.
Every organization, which ishaving production of goods and sales in the markets,
should have a well-prepared mix strategy. The marketing mix of the organization
should be planned in such a way that it should suit the competitors marketing
strategies, economic conditions of the people etc.
Heritage dairy is completely a milk-oriented dairy. It deals with milk and milk
products. Milk is very delicate food, which can get spoiled very easily with a little
carelessness. Hence much care should be taken by the organization starting from
procurement to distribution channel is though not a larger one yet for this particular
organization the present channel is sufficient.
Heritage dairy is having many products. It is having a wide product mix ad product
line. Earlier Heritage dairy was declined by a very little extent. The competition in the
market lead to increase in the promotional activities of the organization. Though the
competitors came into existence yet there exists brand loyalty among many-
consumers.
PRODUCT:
Though it is a profit oriented firm yet it is charging only reasonable amount from the
customers for their products being sold. Heritage dairy is improving and increasing
many product varieties day by day. They are conduction researches and producing
products, which are useful to public at large. The basic definition of the product is
“anything that can be offered to a market to satisfy a want or need”.
CORE BENEFIT:
The fundamental benefit, which the customer is really buying, is the energy. Milk has
good content of vitamins, proteins and fats.
BASIC PRODUCT:
It is the product, which offers services or satisfies the needs of the consumers in case
of Heritage dairy the basic products are milk, buttermilk, flavored milk, ghee,
pannier, sweets etc.
EXPECTED PRODUCT:
A set of attributes, which the consumers normally agree and expect when they
purchase the product. In case of Heritage dairy naturally the expected attributes are
good quality and the hygienists. The consumers expect certain amount of attributes,
which the organization has promised in its product and naturally the customers of
Heritage dairy too expects the same.
These products encompass all the augmentations and transformations that the product
might ultimately undergo in the future. Heritage dairy is producing tetra packs.
The products of Heritage dairy are numerous. They are producing all possible
products, which can be made out of milk. The basic products of Heritage dairy are
milk ghee, flavored milk, butter milk, pannier etc.
MILK:
Toned milk:
Fat content of the milk is 3%.
Solids not fat percentage of milk is 8.5%.
Total sales per day are 13000 liters.
Double toned milk:
Fat content of the milk is 1.5%.
Solids not fat percentage of milk is 9%.
total sales per day is 25000 litres
For naval only.
Tetra packs milk (U.H.T. processed milk):
fat content of the milk is 1.5%,3%,4.5%
solids not fat percentage of milk is 9%,8.5%
Bacteria free and hygienic (it can be stored up to 2 months).
Ready for consumption.
DOODTH PEDA:
The mouth lickering, the delicious doodth peda. This is one of the best products
produced by Heritage dairy, which is an pure milk extract with a very good state and
quality.Milk cake, mysore pak, badam burfi. Even sweets are prepared with milk,
pure ghee and milk powder. All these products are good sources of energy.
PLACE/DISTRIBUTION OF CHANNEL:
Distribution is the process, which starts when the product is ready for the
consumption. This process may include middleman also. Heritage dairy distributors
milk packets to the commission agents, direct to the consumers through vans. These
vans will be sent in time in time to the required places.
Customers will be satisfied only when they get product without pain. In order to
maintain customer satisfaction the products are being distributed on time by arranging
effective transport system.
In this channel the milk is being distributed to the consumers through the
commission agents. These commission agents are playing vital role in the sales of
Heritage dairy milk.
This channel is the most important channel maximum of sales is being achieved
through this channel. This is the easiest channel through which consumers can
acquire the milk. These commission agents in turn appoint delivery boys for supply to
customers. This is the easiest channel where goods will be delivered directly to the
consumer at the doorsteps through the commission agents. Milk will be supplied to
agents through dairy vans in morning times. This facility makes commission agents
comfortable and motivated. Even cash is collected at the sale points itself.
PLANT
COMMISSION AGENTS
DELIVERY BOYS
CONSUMER
PLANT
RETAILER
CUSTOMER
Channel III:
The hotels, restaurants and other sweet merchants use even this
channel. There will be direct contact between the customer and the Heritage dairy.
The transactions will be only through marketing department.
PLANT
CUSTOMER
Channel IV:
Heritage dairy has recently gone for this channel of distribution. Those
channel consists of stockiest who are equivalent to the dealer. Designing of channel is
not a day to day task in channel management. It is the administration of the dealer
network that constitutes and every day task in channel HERITAGE DAIRY
management . These stockiest were invited by the organization through, the
newspaper ads.
STOCKISTS
RETAILER
CONSUMER
PROMOTIONAL ACTIVITIES:
With the development of the technology and heavy competition alone with production
organizations are adopting the promotional activities. They just can not avoid this.
This is the newly coming product in the market of Vizianagaram. So, in order to
acieve the marker share among no.of competitors it has taken the following
activities.It has adopted promotional mix and is spending sizeable amounts on them.
The market share of Heritage dairy is very low when compared to competitors.
Heritage dairy has adopted promotional mix to promote its products. It is advertising
its products both through print media and audio/ visual media.
Section of media of advertising depends upon the product type, range of the media,
depending upon the category on which it being concentrated. There Heritage dairy
has also considered all these factors while approaching for promotional activities.
Heritage dairy products are consumer’s oriented products, which are used by every
class of people. Therefore it has to concentrate on media, which covers all the classes
of people. For the purpose of sales promotion Heritage dairy allots some amounts of
money as any other organization do.
This audio/visual media includes cinema TV, radio, And out door. Heritage dairy is
using all these media effectively. It is promoting its products in all these media.
HOARDINGS:
Dairy had its hoardings at every important place where there is much of scope for the
movement of people in the city. The hoarding sites are studied with much care
because there should be maximum reach and the display of the hoarding should be
prominent. These displays usually consist of the product.
Heritage dairy is painting its products ads on the buses and auto rickshaws &
on its own vehicles. This is one of the important modes of across these ads even
unintentionally.
If these ads are impressive then they will definitely drags the attention of the people.
Since the vehicles moves to of this advertising is, it is cost effective since these autos
charge very nominal amounts for these advertisements.
SHOP IDENTIFIERS:
The dairy is painting on the shops of the booth agents its logo and captain not free of
cost. These painting are done in such a manner that they should attract the attention of
the people nearby. These paintings are done in colors green and red. This is catchy.
The booth number and agent’s details are also painted on the walls of the booth along
with the contact number of dairy inviting complaints if any.
The audio/ visual media will have a very good impact on the viewers of the
advertisements. Heritage dairy is also using this media effectively. The cable network
is reaching wide area of he people hence dairy has booked three-20 seconds spots
during the prime time for its advertisements which mainly concentrates on the brand
loyalty and positive aspects of the dairy milk and its attributes. The ads are mainly
shown in the local cable networks.
CINEMA:
Heritage dairy is also promoting its product through the film media. In
Vizianagaram. People are much entertainment oriented, they spend their leisure time
by watching movies in the theatres. Heritage dairy has been in slide shows at around
20 most widely accepted theatres.
Heritage dairy is using print media also. Heritage dairy is giving its ads in
newspapers regularly. Pamphlets on importance of using Heritage dairy milk and
precautions to be taken in summer season are being distributed. They also contain
The disadvantages of not maintaining hygiene property by the outside milk vendors.
According to the market intelligence reports they quality of the milk supplied by
some of the private people do not confirm to the PFA standards.
SALES PROMOTION:
Heritage dairy has adopted the sales promotion activities ,which includes, prize
rewards, discounts,etc.,
PRICING:
Pricing of any product should be done with great care. There are various methods
in pricing and every organization will follow a definite pricing method. Pricing of
product will depend upon the external environment, competitors pricing method,etc.
Heritage dairy also have a particular pricing method. The committee of members
consisting of the following people determines price of any new product. They are
managing director, marketing manager and finance manager.
As there is more demand for ghee in northern region pricing of the product is also
made by considering the local market of the product, no of competitors etc.
Heritage dairy can be considered as a service sector rather than profit oriented sector.
The system followed by it in pricing a product is
In cost based pricing the dairy follow absorption cost pricing . this absorption cost
pricing is also known as full cost pricing. In this pricing technique the unit cost of
product is estimated at the normal level of production and sales.
The method uses standards costing techniques and works out the variable and fixed
costs involved in producing, selling and administering the product.The prices being
charged on each and every product line context of the subject. Therefore it is evident
that the organization is more service oriented rather then the profit oriented when
compared with the amount which should be actually given to the producers of milk.
Depending upon the quality of milk they produce the organization pays them.
100 members from the various categories were contacted during the survey to get
feed back on the sales promotional activities of the Heritage dairy. The maximum
members are the pan shop owners.
Dealers 12
Sweet shops 05
House holders 10
Backery 15
Pan shops 45
Tea shops 08
Juice shops 05
No of Percentage of
S. No Product
respondents consumers
1 Curd 45 45
2 Butter Milk 39 39
3 Ice Cream 3 3
4 Badam Milk 13 13
Interpretation:
The total survey revealed that the people how they are using milk products. Each
product having different percentages respectively. These are curd consume 45
percent, butter milk consume 37 percent, ice cream consume 3 percent & badam milk
consume 13 percent. Hence from the above it is evident that the consumption of milk
products high in the district.
Number of Percentage of
S. No Quantity
consumers consumers
1 visakha dairy 45 45
2 Heritage 25 25
3 Others 30 30
Interpretation:
No of
S. No Factor respondents Percentage
1 Price 20 20
2 Quality 50 50
3 Timely Available 20 20
4 Pack size 10 10
Interpretation:
The total survey revealed that the people views to buy milk products.
According to consumers taste and preferences they consider different factors. these
are the price 20%,quality 50%, timely availability 20%,and pack size 10%. hence
from the above it is evident that the most successful factor is quality.
Percentage of
S.NO. FACTOR No of the respondents
respondents
1 Good 45 45
2 Average 50 50
3 Poor 5 5
Interpretation:
The total survey revealed that the quality of heritage products are mostly average
while compare with other products in the market. The results are it has good quality
45%, average quality 50%, poor quality 5%. In overall the quality of the products are
good.
No of Percentage of
S. No Factor respondents respondents
1 Good Quality 30 30
2 Attractive Packing 25 25
3 Timely Available 25 25
4 Brand Name 20 20
Interpretation:
The total survey revealed that the people are influenced by above factors
to buy Heritage dairy products. These are good quality 30 %, attractive packing 25%,
timely availability 25% and brand name20%. Hence from the above it is clear that
good quality and timely availability these two factors are influencing on consumers to
buy Heritage dairy products.
Interpretation:
The total survey revealed that the supply of these products are not good even
there is lot of demand for the products the supply chain in vizianagarm isn’t working
properly. So they have to increase the supply in order to meet demand of the product.
1 Based on 10 10
time
2 Rarely 20 20
3 No risk 70 70
Interpretation:
The total survey revealed that there is no risk involved in selling these
goods. Based on time like in winter there is less sale when compare to the summer.
No risk is 70%, rarely risk that is in summer it gets damage are 20% and based on
Interpretation:
The total survey revealed that there should be take the following measures
to
No.of Percentage of
S. No Opinion respondents Respondents
1 Increase advertising 30 30
No of Percentage of
S. No Opinion respondents Respondents
1 Yes 0 0
2 No 97 97
3 Rarely 3 3
Interpretation:
The total survey revealed that the following opinions about leakage problems
in heritage products. 97% told that there is no leakage, only 3% told that rarely
leakage due to transportation. Hence from the above it is clear that there is no leakage
in heritage dairy products.
No.of Percentage of
S. No Opinion respondents Respondents
1 Good 40 40
2 Average 55 55
3 Not good 5 5
Interpretation:
The total survey revealed that the service of heritage products is average when
compare to the rivals. 45% of the respondents told that the service is good,55% of
respondents told that the service is average and 5% told that the service is not good.
Hence from the above it is evident that the service of heritage products is
good in the market.
Interpretation:
The total survey revealed that they are not satisfied with the commission
given by the heritage dairy. 40% are satisfied with commission and 60% are not
satisfied with commission.
Hence from the above it is clear that the respondents are not satisfied
with commission.
No.of Percentage Of
S. No Factors respondents Respodents
1 News papers 30 30
2 Television 25 25
3 Sign boards 30 30
4 Others 15 15
Interpretation:
The total survey revealed that the all the customers aware about the heritage
products in the market. Most of them are aware by news papers and sign boards both
of 30% , 25% are aware by television, 15% are by other advertisements.
Hence from the above it is clear that the respondents are aware of heritage and we
have to increase the advertise.
No.of Percentage of
S. No Quantity respondents Respondents
1 2lt & above 25 25
2 5lt & above 40 40
3 8lt & above 20 20
4 10lt & above 15 15
Interpretation:
The total survey revealed that the most of the respondents are willing to
buy 5lt & above milk and others are willing to buy according to their capacity of
selling the outlets.
Changes No.of
S. No needed respondents Percentage
1 In delivery 30 30
2 Quality 23 23
3 Quantity 20 20
4 Price 18 18
5 Others 09 9
Interpretation:
The total survey revealed that there should be change in the delivery of the
products.30% of the respondents want change in delivery , 23% want change in
quality , 20% want change in quantity,18% want change in price of the product and
remaining are of other changes in the product.
Hence from the above it is clear that there should be change in delivery
of the products.
1 Yes 60 60
2 No 40 40
Interpretation:
The total survey revealed that the 60% of the respondents recommend the
product to their friends and 40% of the respondents don’t recommend the product to
their friends.
Hence from the above it is evident that most of the people recommend heritage
dairy products to their friends.
No. Of Percentage of
S. No Opinion
respondents Respondents
1 High 30 30
2 Reasonable 40 40
3 Low 05 5
4 None 25 25
Interpretation:
The total survey revealed that the price of the heritage products is reasonable by
40%, 30% are told that it is high.
Hence from the above it is evident that most of the respondents are satisfied with
the price of the heritage products.
The product mix of heritage dairy is not known to many of the customers.
Therefore customers should be made aware of the heritage dairy products.
They have to provide the mobile vans in morning times and other strategies
are timely door deliver of the product.
They have to provide a minimum one parlor to the two or three streets.
They have to provide a good supply of the products when compare with the
competitors. Whenever their supply is down we have to fulfill the total
demand of both competitors and ours.
Inspire of all the above inadequacies, which are highlighted in the suggestions the
heritage dairy has a good brand image and brand loyalty among the customers. All the
employees are target-oriented in their respective fields. They created a congenial
working environment and working with co-ordination to achieve the ultimate targets
of the heritage dairy.
The organization should motivate its commission agent to the utmost possible extent
to it. It has to develop its promotional activities. New methods of advertising i.e.
using the media of advertising more efficiently and innovatively should be done.
Customers should be made aware of the product mix of heritage dairy and other
products, which they are selling.
The study concludes that the marketing techniques in HERITAGE FOODS (INDIA)
Ltd are following new techniques but had to change some of them which are not so
effective. The sales personnel should change the pattern of marketing procedures to
promote the sales of the milk products in order to raise the market share in
vizianagaram.
Due to the good will of the Visakha dairy products in vizianagaram market the sales
of the Heritage products are less. In order to raise the sales the management has to
concentrate on the market and grab the loyal customers towards their products.
www.discvermilk.com
www.heritagefoods.co.in
www.google.com
www.milk.com
1) Yes 2) no
8) Do you want any other benefits to increase sales like the following benefits?
1) Yes 2) no 3) rarely
11) Have you satisfied with the commission given by the Heritage dairy?
12) What are the sources you are aware of Heritage products?
13) How much quantity of milk that you purchase every day?
1)2lt & above 2) 5lt & above 3) 8lt & above 4) 10lt & above
1) Yes 2) no