A

PROJECT REPORT ON

“STUDY ON MARKET SHARE”

AND POTENTIAL OF SUDHA”
WITH SPECIAL REFERENCE TO
VIMUL
SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
(AGRIBUSINESS)
IN
GOPAL NARAYAN SINGH UNIVERSITY
Submitted by:
ANAND RAJ OJHA
UNIVERSITY ROLL NO-18MBA036
REGISTRATION NO-0315/18
Under the Guidance of
Mr. Kumud Ranjan (Asst. Professor)
FACULTY OF MANAGEMENT STUDIES

NARAYAN ACADEMY OF MANAGERIAL

EXCELLENCE, JAMUHAR (SASARAM)
SESSION-2018-2020
 DECLERATION
I Anand Raj Ojha, Univ. Roll No. 18MBA036, Reg. No. 0315/18, MBA ,Gopal

Narayan Singh University, Jamuhar, Sasaram here by declares that the project

report entitled “STUDY ON MARKET SHARE AND POTENTIAL OF VIMUL” to

evolve a strategy for increasing market share of VIMUL, in Bhagalpur town.

I, Submit this report for the partial fulfillment of the requirements for

awarding degree of Master of Business Administration (MBA) in

Entrepreneurship & Agri-Business management degree during the academic

year 2018-20, is a record of my own research work. The report embodies the

finding based on my study and observation and has not been submitted earlier

for the award of any degree or diploma to any institute or university.

Anand Raj Ojha

PLACE:

DATE
 PREFACE

A project report is a scientific and systematic study of the real

issues on problem with the application of management concept
and skills. The study can deal with small or big issues in any
division of an organization. It can be case study where a problem
has been dealt with, through the process contain scientific
collection of data and interpretation of data leading to valid
conclusion.
PROJECT REPORT is an essential part in MBA curriculum. It
enables the student to share the real experiences in the industry.
My summer training has placed in Bhagalpur, Bihar from
01.07.2019 to 31.08.2019 for the period of Eight week. The topic
of my project was “STUDY ON MARKET SHARE AND POTENTIAL
OF VIMUL” .This project report tends to give a sharp picture of
the dairy industry.
The training aims to prepare students through a process of
practical experience. Practical exposure no doubt has
contributed a significant amount of knowledge to me along with
real experience and was an ideal contribution of academic
knowledge and practical experience.
 ACKNOWLEDGEMENT

I feel great pleasure for the completion of this project. At the very
outset I would express sincere thanks and deep sense of gratitude
to personnel who helped me during the collection of data and gave
me rate and valuable guidance for this report. I am thankful to my
project internal guidance of Mr. Mr. Kumud Ranjan (Asst.
Professor) faculty of management studies for giving me such a
wonderful opportunity to work with Corporate as a part of my
project work and constantly motivating right from the beginning. I
take opportunity to thanks my friends and also thanks to all people
who directly or indirectly concerned with this project. I also express
my gratitude to my parents who give a constant support and love
throughout my life and career.
Contents
EXCUTIVE SUMMERY........................................................................................................................................... 1
CHAPTER -1 .......................................................................................................................................................... 2
1.1 MARKET SHARE AND POTENTIAL................................................................................................... 3
1.2 RESEARCH PROBLEM ............................................................................................................................. 5
1.3 OBJECTIVES OF THE STUDY ................................................................................................................... 6
1.4 SCOPE OF THE STUDY ........................................................................................................................... 6
CHAPTER -2 .......................................................................................................................................................... 7
2.1 LITERATURE REVIEW........................................................................................................................ 8
CHAPTER -3 ........................................................................................................................................................ 20
3.1 RESEARCH METHODOLOGY ............................................................................................................ 21
3.1.1 Research Design: ............................................................................................................................. 22
3.1.2 Sampling Design............................................................................................................................ 22
3.1.3 Data Collection Method: ................................................................................................................. 22
CHAPTER -4 ........................................................................................................................................................ 24
4.1 DATA INTERPRETATION ..................................................................................................................... 25
CHAPTER -5 ........................................................................................................................................................ 45
5.1 FINDINGS.............................................................................................................................................. 46
CHAPTER -6 ........................................................................................................................................................ 47
6.1 CONCLUSIONS ....................................................................................................................................... 48
6.2 SUGGESTIONS ......................................................................................................................................... 49
6.3 Bibliography: .................................................................................................................................. 50
6.4 QUESTIONNAIRE FOR CONSUMER ..................................................................................................... 51
 EXCUTIVE SUMMERY
The project was started on 1st of july after knowing all the relevant information about
the different milk and milk varieties available, under the guidance of Mr. Umesh
Kumar Sinha (H.R CO-ordinater).VIKRAMSHILA MILK UNION LIMITED, Bhagalpur, is
one of the member milk unions of COMFED, where the milk procurement,
pasteurization and marketing is taking place. Know about the formation of DCSs,
WDBs and also know about what is the process of UST, SYLES System. It was a great
experience to undergo Summer Internship Training on “Study on market share and
potential of Vikramshila Milk Union Limited”.
During study I tried my best to know about the various departments of the company,
from production to marketing of milk. I found that marketing plays key role in the
company. Through this study, I tried to find out share and potential towards the
company, which may help the marketing department of the company as well as the
company. The study was focus to find out the satisfaction level of distributors and
Identification of their problem areas and helping them in order to increase sales and
promotion of brand.
For this I used the method of personal interviews and questionnaires. For this I visited
around the consumers in the Bhagalpur, i.e., Bhagalpur. A major source of
information in this category being primary data analysis. Research question were
framed which was further divided into subcomponents and following the
subcomponent a questionnaire is designed to conduct descriptive research.
CHAPTER -1

2
 1.1 MARKET SHARE AND POTENTIAL

Out of total purchases of a customer of a product or service, what percentage goes to

a company defines its market share. In other words, if consumers as a whole buy 100
soaps, and 40 of which are from one company, that company holds 40% market share.
There are various types of market share. Market shares can be value or volume.
Value market share is based on the total share of a company out of total segment
sales. Volumes refer to the actual numbers of units that a company sells out of total
units sold in the market. The value-volume market share equation is not usually linear:
a unit may have high value and low numbers, which means that value market share,
may be high, but volumes share may be low. In industries like FMCG, where the
products are low value, high volume and there are lots of freebies, comparing value
market share is the norm.
The significance of market share: Market share is a measure of the consumers'
preference for a product over other similar products. A higher market share usually
means greater sales, lesser effort to sell more and a strong barrier to entry for other
competitors. A higher market share also means that if the market expands the leader
gains more than the others. By the same token, a market leader - as defined by its
market share - also has to expand the market, for its own growth.

3
Market Potential is the entire size of the market for a product at a specific time. It
represents the upper limits of the market for a product. Market potential is usually
measured either by sales value or sales volume. For example, the market potential for
ten speed bicycles may be worth $5,000,000 in sales each year. On the other hand,
the market potential for motorcycles may be 500,000 units each year, which is a
measure of sales volume rather than sales value. Keep in mind that market potential
is just a snapshot in time. It's a fluid number that changes with the economic
environment. For example, rising and falling interest rates will affect the demand for
products that are typically financed, like cars and houses.

4
1.2 RESEARCH PROBLEM

Vimul dairy has a competitor in Bhagalpur such as Aashirvad . Thus to satisfy the
competitive environment & increase in sale of its products among others
competitor lots of purchasing stage are being changed from time to time in order
to have maximum customer retention. So to increase the buying power of
customer & increase in the sales of the products & raise as much revenue as
possible is the biggest issue that the organization is facing among its competitors.

5
1.3 OBJECTIVES OF THE STUDY
The main objective of the study in this project we are going to study the following:
To find the level of sales at the retail outlets in comparison to Other Brand.
• To know the preference of customer and Retailer towards Sudha milk.
• To analyze the popularity and awareness level amongst the Customers and
Retailers.

1.4 SCOPE OF THE STUDY

The main scope of this study is to ascertain the effectiveness of Market share
and Potential of Sudha Milk and various methods to increase the Sales volume
the concern. The methods include regular information to the buyers creating a
brand position in the market and taking measures to make the brand remain in
its position. One of the important aspects of this study is also to increase the
market segment for the product.

6
CHAPTER -2

7
 2.1 LITERATURE REVIEW
Company profile
Name - Vikramshila milk union limited
M.D - Mr. Hemendra Kumar
Plant incharge - Mr. Tala marandi
Mrketing head - Mr. Jawed Aalam
Procurement head - Mr. k.k Jha
Dcs incharge - Mr. J.p kumar
Shift incharge - Mr. Prem Kumar
Location - Mayaganj, Hospital road,
Bhagalpur 812001,Bihar, India
Email - Vimul.dairy@gmail.com
website - www.sudhavimul.org

8
Vikramshila Dugdh Utpadak Sahkari Sangh Ltd, Bhagalpur (VIMUL) known as
Bhagalpur Milk Union was established in 2008. It is federated to Bihar State
Milk Co-operative Federation Ltd. (COMFED). The Union is registered under
Bihar State Co-operative Societies Act 1935. The operational area of the
Union includes Bhagalpur, Munger, Banka, Jamui and Parvatta block of
Khagariya districts of Bihar and it procures milk from these districts through
its organized DCSs. Presently,the Union covers 1080 revenue villages through
842 functional DCSs in its operational area with membership of about 66253
producer members. The main activities of the Union are:
• Milk Collection: During 2017-18, the Union had procured an average
quantity of 69.74 T Kg PD of milk.
• At the village level, the Union has installed 35 BMCs with total 141 KL
capacity.

9
 • The Union has dairy plant with an installed capacity of 75 TLPD at
Bhagalpur district, a chilling centre cum packaging station of 10 TLPD
at Banka. It has commissioned a Dairy plant of 10 TLPD at Jamui during
July 2013. All the milk at the Bhagalpur Dairy is being received from
milk tankers only and there is no can reception.
• Further, to meet the processing capacity of increased milk
procurement, a new Dairy of 2 LLPD is being established at Bhagalpur
with help of NCDC at an estimated cost of Rs 25.00 crores.
• Manufacturing and marketing of milk and milk products: The Union is
marketing packed milk and milk products in Bhagalpur, Munger, Banka
& Jamui cities and adjoining districts of Jharkhand districts. The Union
sold 33.90 TLPD of packed milk during 2014-15. The Union also supplies
bulk milk to COMFED units in Ranchi, Bokaro and Jamshedpur for sale
in their market. The Union manufactures milk products like Ghee, Lassi,
Curd, Peda, Paneer and Sudha Surabhi and sells all its milk & milk
products under the brand name “Sudha”
• Input service to producer members: The Union does not have its own
facilities to manufacture Cattle Feed and Mineral Mixtures. Hence, it
purchases Cattle Feed from Cattle Feed Plant, Ranchi (A Unit of
COMFED) and Mineral Mixtures from neighbouring Samastipur Milk
Union. During 2014-15, the Union sold about 1330 MT of Cattle Feed
and about 31 MT of Mineral Mixtures. It also provides doorstep AI
delivery sersvices to the milk producers through trained AI technician s
by sourcing quality semen from Animal Breeding Centre, Salon.

Breeding Centre, Salon.

S.N DISTRICT NO OF BMC CAPACITY
1 Bhagalpur 21 75
2 Munger 7 32
3 Banka 6 26
4 Jamui 2 7
5 Khagaria 3 25
TOTAL 39 165

10
S.N DISTRICT NO OF DCS
1 Bhagalpur 437
2 Munger 270
3 Banka 402
4 Jamui 211
5 Khagaria 80
TOTAL 1400

PRODUCTS
Milk
Pasteurized Milk
• Tonned Milk 500 ml (Healthy)
▪ Standard Milk 500 ml (Sakti)
o Standard Milk 1000 ml (Sakti)
o Gold Milk 500 ml (Full Cream Milk)
• UHT (Ultra High Treatment) Milk
o Elecster Tonned Milk (500 ml)
o Elecster Standard Milk (500 ml)

Milk Products

• Mithai (Sweets)

o Gulabjamun – (100 gm cup, 250 gm cup, 500 gm cup, 500 gm tin, 1 kg

tin, 5 kg jar, 10 kg jar)
o Rasogulla - (100 gm cup, 250 gm cup, 500 gm cup, 500 gm tin, 1 kg tin,
5 kg jar, 10 kg jar)
o SoanPapdi – (250 gm, 400 gm)
o Peda – (100 gm, 250 gm)
o Kalakand – (100 gm, 250 gm)
o Milk Cake – (100 gm, 250 gm)
o Raskadam – 250 gm
o Surbhi – 100 gm cup
• Dahi
o Plain Dahi – 5 kg jar, 10 kg jar
o Misti Dahi – 100 gm
o Lassi – 200 ml
o Ghee – 500 ml poly pack
o Butter – 100 gm
o Paneer – 200 gm

11
 ORGANIZATIONAL STRUCTURE

COMFED CHAIRMAN (IAS)

MD (MANAGING DIRECTOR) (IAS)

GM (GENERAL MANAGER)

ASSISTANT MANAGER MANAGER DEPUTY

MANAGER ASSISTANT DEPUTY MANGER

ASSISTANT MANAGER

➢
TECHNICAL OFFICER

➢
MILK PROCUREMENT OFFICER

➢
FODDER DEVELOPMENT OFFICER

12
 VISION AND MISSION

Vision:

Expanding leadership business through people, keeping pace with market trends
and technology.

Mission:

BUSINESS

• Lead the Industry rate of growth

• No.1 in profit in Industry
• Global trust

CUSTOMER

• Trusted Partner
• Reliable & Cost effective Solutions/ Services
• Customer acquisition/expansion

EMPLOYEES

• Top 3 preferred employer

• Learning Organization
• Digital way

13
Technology:

• Technology Excellence
• Introduction of new Solutions/ Services
• World Class Products

Processes :

• Best in Class Organization

• Business & Serve

Productivity Enhancement:
Increasing the number of Artificial Insemination Centers from existing 1108 To
2454. Increasing the production capacity of cattle feed plants from existing 155
Metric Ton per day (MTD) to 660 MTD.
Quality Tracking:
Systems have led to the introduction of consumer friendly and upgraded
packaging at lower costs, without compromising quality.

14
Milk Marketing:
The Vimul dairy average marketing of liquid milk in 2017-18 was 50 thousand liter/day.
Marketing of milk and milk products is being done in 15 cities /towns through 40 whole
day booth /parlour Outlets in Bihar/Jharkhand

Milk Product Marketing:

With a view to improve the financial viability of dairies ,broaden the Product mix to
serve a large section of the population and improve the disposal of milk procured by
the Dairy Co-operative Society (DCS), The dairies have resorted to the production of
long life, value added And fresh milk products.

15
 SWOT ANALYSIS

A business is a dynamic entity. It needs to continually adapt and evolve to be able to

survive and grow amidst competitive markets .One of the many tools that strategic
planning experts use to evaluate a business is the SWOT analysis. This simple but ex-
tremely useful tool is designed to help an organization identify the factors that affect the
business and determine the possible courses of action it can take to achieve an objective.
Sometimes referred to as SWOT Analysis, this term is simply an acronym of the four areas
that strategic planners consider when making a SWOT analysis –they are Strengthens,
Weakness, Opportunities, and Threats. Albert Hum prey, a Stanford University research
project Coordinator who did a study of Fortune 500 companies in the 1960s and 1970s,
created this technique.
Strength:

It denotes the attributes of the Vimul Dairy (Sudha) that are helpful to achieving the
objective. Examples are customer goodwill, brand loyalty, dynamic managers.

Strong infrastructure having 1926 Dairy Co-operative Society.

• It provides the farmers reasonable price for their dairy milk.

• Available of different grades of milk in all price rates and quantity suitable to all In-
come level of group.

• Technical manpower: professionally trained, technical human resource pool, built over
last 35 years, Well-educated and trained employees.
• Ultramodern processing plant & resources facilities having vast capacity.

16
Better hygienic product.

• Quality packing with all required and important information on it. The quality of milk
is ISO certified:9001:2000 and HACCP (IS:15000:1998)
Certified Organization.
• Oldest brand in the state and so holds the loyalty of the customer.
Weakness:

It denotes the attributes of the Vimul Dairy (Sudha) that are harmful to achieving the
objective. This must be proved with full honesty and steps should be taken to re-move
them as soon as possible.

• Resources are not utilized to its fullest.

• Inadequate research and development activities.
• Lack of encouragement among the employee to earn more profit for the company.
• No incentives are provided to customer so that they buy more.

• Perishable nature of the product is also an important hindrance. Although the Pas-
teurization has overcome this weakness partially. But surely, some new technology
has to be introduced to improve milk quality and extend its self time.

• Lack of control over yield: Theoretically, there is little control over milk yield. Still there
is lack of veterinary care in the state which hinders the growth of the milk production.

• The woes of bad roads and inadequate transportation facility make milk procurement
problematic.

• All is not well with distribution. It requires an immediate emergence of a cold chain
linking the producer to the refrigerator at the consumer’s home.

17
 Opportunities:

It denotes the external conditions that are helpful in achieving the objectives.

• Simplification of the commercial policies.

• Widespread of the marketing network .Recently the union has decided to increase
its network area in, which is great success for it.
• Implementation of the home delivery.

• Steps should be taken to introduce value-added products like Shrikhand, khoa, fla-
vored milk, dairy sweets, etc.

• Festival offers should be given to customer on the purchase of milk products such
as Ghee, Peda etc.

Threats:

• It denotes the external conditions that are hindrance in achieving the objectives.

• Milk vendors, the un-organized sector: Today milk vendors are occupying the
pride of place in the industry thus Vimul Dairy has cut throat competition with milk
vendors.

• Lack of awareness of the quality milk, which is the main reason, that customer
move towards vendors.

Increase in cost of production due to external factory mainly the selling and distribution
charges.

18
 RECOMMENDATION

• Strengthen the market structure then sale of milk and their product can be
improved.

• The Vimul Dairy processed the number of products, but people do not aware about
all the features of product processed by Dairy. So, its need to improve these
aspects through various promotional activities as well as Consumer Awareness
Program me.

• There should be provision to provide more margins to the milk parlour in-
charge/manager for milk and their products processed by Sudha Dairy that will be
helpful to increase the sale of products.
• Free service charge for home delivery of milk and their products may be provided.

• The coupon of different amount may be issue by Dairy against the advance
payment that will also helpful to easy transaction.

• The Sudha Dairy should have an annual survey of the product so that the consumer
demands and there taste can be check out.

• The Sudha Dairy should produce such products, which are in more demand, such
as the ice-cream, which is liked more by the youth.

• The Sudha Dairy should increase the market for the fitness curd, as it is more
profitable than the other products.

• The Sudha Dairy in case changes the price of the product then it should make
changes with a strong reason so that consumer does not go away.

• The promotional activity like advertisement in radio & local TV channel should be
used.
• The Sudha Dairy should give incentives to the dealers and the consumer.

19
CHAPTER -3

20
3.1 RESEARCH METHODOLOGY
• Observation method

• Experimental method

• Survey method
Under Research Methodology there are three types of methods for market potential
research. They are as follows:
a) The observation method

b) The experimental method

c) The survey method inclusive of panel method.

In observation method data are collected on the direct observation. No talks take
place. By observing the person the analysis makes the inventory as to product used
by him at his home or kept as retailers stocks. In experimental method it is based on
the concept that small-scale experiment is useful to indicate the expectations of large-
scale experiment.
The survey method information is gathered directly from individuals two ways:
1. Telephone
2. Personal Interview
The survey method is also mentioned as the “Questionnaire Technique” they are
also segregated by:

1. In factual survey

2. Opinion survey

3 Interpretative surveys

Or, my project point of view, the method mainly use dare:

1. Survey by route ride

2.Personal interview by questionnaire technique

21
Methodology:

Methodology is a systematic way to undertake the study. It may be understood as a

science of studying how study is done. In fact, success of the research project de-
pends entirely on the data and therefore the methods employed in the collection of
the data.

3.1.1 Research Design:

Research design indicates the method so far search i.e. the methods of gathering in-
formation and methods of sampling. Research design in the study is descriptive ana-
lytical research. It is designed to describe something, such as demographic character-
istics or who use the product.

3.1.2 Sampling Design

The sampling techniques involved in this project are convenience sampling technique.
The respondents were interviewed at various places like residence and outlet shop of
milk products.

Sampling Plans:

1. Sampling Unit: Sampling unit consist of consumers and retailer, it mainly com-
prises of consumers and retailer in Bhagalpur.
2. Sampling Method: Convenience sampling method.

Sample Size: It consists of 100 consumers and 25 retailers.

3.1.3 Data Collection Method:

1. Primary Data:

In this method the various information are gathered for the very first time

we can say that it is a way of getting first-hand information. Primary data is

gathered by interview, questionnaire. This primary data collection was

major part of field survey.

22
 Secondary Data:

Data which are already available and it may provide ready information

relevant to the study is called secondary data. The information collection

process and methodology which I followed secondary data with the help of

internal source (life history, letters, diaries and memory), external sources

(book, business journals, websites etc.) and other such modes of

information Generation.

2. Questionnaire Description:

The questionnaire was prepared consisting of structured and non- distinguished. The
questions were logically and sequentially arranged in the questionnaire so the proper
and authentic information can be obtained from the respondents without any
anomalies from the part of the respondents provided corrects response can obtained.
Researcher had asked some questions from the customers and the retailers. In this
way scope of the Study Researcher collect the data which is helpful for company to
know about the market share and potential.

23
CHAPTER -4

24
4.1 DATA INTERPRETATION
Methods of Analysis:

In order to analysis the data obtained from questionnaire various statistical

tools were used like the percentage, charts were used.

Data Collection:
The available & quality of information is mainly dependent on the sources

of information. This study is mainly based on primary & secondary data

sources. The primary data has been collected on the basis of a structured

schedule drawn up by us on approval from Sudha management. The

response has been gathered from the dealers & consumers to get more

reliable information. The secondary data has been collected from Sudha’s

website, internal files, documents, internal magazines & on the basis of

discussion I had.

Tools of Representation:
The Researcher represents the data analysis using as a tools like Data

Table’s and Pie Chart.

25
 Analysis And Interpretation For Customer:

1. Occupation of consumers surveyed:

Options No. of Respondent Percent-

30
Housewives
30
25
20 22%
30
25
20
25
20
Student 15 Housewives
Housewives
14%
15 Student
20 Housewives
Student
Self- Employed
15
10 15 Self- Employed
Student
21%
15 Self- Employed
Public Sector
10
5
Public Sector
10
5 30 Self-
PublicEmployed
PrivateSector
Sector 28%
0 Public
5 PrivateSector
Sector
0 No. of
Private Sector
0 No. of
Respondent
20 Private Sector 15%
No. of
Respondent
Respondent

No. of Respondent

30
25
20 Housewives
15 Student

10 Self- Employed
Public Sector
5
Private Sector
0
Housewives
No. of Student Self- Employed Public Sector Private Sector
Respondent

From the above analysis it is interpreted that most respondent were public sector
employee with 28%, self-employed 21%, house wives 22%, private sector employ-
ee15% while 14% are student.

26
2. Analysis of Customer family strength:

Family
Members No. of customer Percentage
2 to 4 25 30%

4 to 6 32 40%

6 to 8 28 20%

8 to 1 15 10%

No. of customer

2 to 4 4 to 6 6 to 8 8 to 1

From the above analysis it is interpreted that customers Family members with high-
est 40% 4to6, 30% 2 to 4, 20% 6 to 8 and 10% 8 to 10.

27
3. Regular user of packed milk & the information in this regard would be of any use:

Options No. of Respondent Percentage

Yes 79 79%
No 21 21%

No. of Respondent

Yes No

Above analysis says that 79% of customer is regular user of Vimul products and
find information in this regard valuable while 21% are not.

28
4. Analysis of customer milk consumption per day normally:

Family Members No. of customer Milk (Ltr.) Percentage

290to 4 30 0-2 30%

90
80
80
70
4 to 6
70
60 40East 2-4 40%
60
50
50
40 East
West
40
30 West
North
6 to 8
30
20 20North 4-6 20%
20
10
10
0
0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
8 to 10
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
10 6-8 10%

No. of customer

0 to 2 2 to 4 4 to 6 6 to 8

29
5. Analysis of customer preference about brand:

Brand Respondent Percentag

Sudha 60 60%
Cow milk 40 40%

Respondent

Sudha Cow milk

From the above analysis it is interpreted that customers preference about

brand with highest 60% Sudha 40%Cow
Sudha
Cowmilk
milk.

30
6. Analysis of customer preference to milk of Sudha:

Options Respondent percentage

Price 20 20%
Convenience 35 35%
Taste 5 5%
Brand 18 18%
Quality 22 20%

Respondent

Price Convenience Taste Brand

7. To find out in some event which brand is preferred?

Option Respondent Percentage

Sudha 100 100%

31
 Respondent

Sudha

Above analysis show that respondent only prefers Sudha 100%

8.
To know that they use Sudha’s milk product or something else on special occasions:

Options Respondent Percentage

Sudha 90 90%
Cow Milk 10 10%

Respondent

Sudha Cow Milk

32
9. Analysis of customer often purchase Sudha product:

Options Respondents Percentage

Daily 100 100%

Weekly 0 0

Monthly 0 0

Occasionally 0 0

Respondents

Daily Weekly Monthly Occasionally

10. Packaging of Sudha milk which is mostly convenient in use or mostly purchased:

Options No. of Respondent Percentage

1lit. 25 25%
500 ml 66 66%
Less than 500ml 9 9%

33
 No. of Respondent

1lit. 500 ml Less than 500ml

Above analysis show that respondent mostly prefers 500 ml tetra pack with 66%, 25% 1
lit. While 9% use less than 500 ml pack.

11. Access for awareness of consumer for different packed variety of Sudha milk:

Options Respondent Percentage

Sudha Gold 24 24%
Sudha Shakti 20 20%
Cow Milk 18 18%
Sudha Healthy 22 22%
Sudha Smart 16 16%

34
 Respondent

Sudha Gold Sudha Shakti Cow Milk Sudha Healthy

From the above analysis it is interpreted that respondent purchase Sudha Gold 24%
highest one, Sudha Shakti 20%, Healthy 22%, Animals milk 18% & Sudha smart16%.

12. Customer comes to know about newly launched product of

Sudha by:

Options No. of Respondent Percentage

Print 12 12%
Electronic 14 14%
Hoarding 16 16%
Retailer 58 58%

35
 No. of Respondent

Print Electronic Hoarding Retailer

From the above analysis it is interpreted that customer came to know of Sudha’s
product highest through retailer 58%, 12% by print media, 14% by electronic and 16%
by hoarding.

13. Sudha milk/milk product price is reasonable or not:

Options No. of Respondent Percentage

Yes 62 62%
No 38 83%

No. of Respondent

Yes No

36
 Above analysis shows that 62% respondent find price of Sudha milk/milk product is
reasonable while 38% feels that price is not reasonable.

14. Analysis of satisfaction level of customers with Sudha product line:

Options Respondent percentage

Yes 68 68%

No 32 32%

Respondent

Yes No

It is interpreted that customer feel satisfied with highest 68% yes & 32% say no to it.

37
ANALYSIS & INTERPRETATION FOR RETAILERS:

1. Analysis of customer visit on retailer outlet per day for Sudha milk:

No. of customer Retailers Percentage

100 5 8%
100 – 200 5 20%
200 – 300 10 40%
300 – 400 8 32%
<=400 0 0

Retailers

100 100 – 200 200 – 300 300 – 400

From the above analysis it is show the customer visit on retailers for Sudha product.

38
2. Analysis the Brand kept by retailor for sell:
brand retailer percentage
Sudha 24 96
aashirwad 1 4

retailer

Sudha aashirwad

3. Analysis of the milk sells by Retailer per day:

Option Respondent Percentage

<=100Ltr 0 0

(100- 200)Ltr 2 8

(200- 300)Ltr 5 20

(300- 400)Ltr 15 60

(400- 500)Ltr 3 12

>=500Ltr 0 0

39
 Respondent

<=100Ltr (100- 200)Ltr (200- 300)Ltr (300- 400)Ltr

4. The preference level for selling of Sudha milk brand over other brands by the
retailers (reasons):

Options No. of Respondent Percent-

Popularity 5 20%
Profit margin 5 20%
Demand 15 60%

40
 No. of Respondent

Popularity Profit margin Demand

Above analysis shows that retailers sell Sudha brand over other brands due to popu-
larity 20%, due to profit margins 20%, due to demand 60%.

5. The maximum sales of the brand milk product by retailer:

brand respondent Percentage

Sudha 24 96
Aashirwad 1 4

respondent

Sudha Aashirwad

Above analysis shows that retailers Maximum sales of the Sudha brand 92%, other 8%.

41
6. Level of consumption of customers during weekends or festive seasons
increases or not:

Options No. of Respondent Percentage

Yes 25 100%

No 0 0

No. of Respondent

Yes No

42
8. Analysis of the opinion of retailers on the margin of profit being provided to
them by the organization:

Options Respondents Percentage

Very good 12 48%

Good 8 32%

Better 3 12%

Bad 0 0

Neither good nor bad 2 8%

Respondents

Very good Good Better Bad Neither good nor bad

From the above analysis it is interpreted that retailers feel very good with highest
48%.

43
9. Analysis of the satisfaction of Retailer with the current margins and services
of Sudha brand:

Options No. of Respondent Percentage

Yes 22 88%
No 3 12%

No. of Respondent

Yes No

44
CHAPTER -5

45
5.1 FINDINGS
Finding:

On the basis of survey, based on 100 respondents of customer and 25 retailers there
are various findings given below:

Customer:
➢
It was found that first 4 analyses show the potential of Sudha product in Bhagalpur
market.
➢
It was found that analysis 5 to 7 show the customer preference and 8 to 10 show the
popularity about Sudha milk. It shows the highly preferred brand is Sudha and it is
most popular among customer.
➢
It was found that analysis 11 to 12 show the customer awareness level about Sudha
Milk and 13 to 15 show the customer satisfaction about Sudha. It shows that mostly
customer aware the Sudha product through retailer.
➢
It was found that customer came to know about Sudha’s.
➢
Product highest through retailer 58%, 12% by print media, 14% by electronic and
16% by hoarding.

Retailer:

➢
It was found that first 3 and 5 analyses show the market potential of Sudha product
through customer visit on outlet It also show the popularity of Sudha milk.
➢
It was found that analyses 4 to 8 show preference level retailers about Sudha milk.
➢ It was found that analyses 9 &10 show the retailer’s satisfaction level about Sudha milk.

46
CHAPTER -6

47
 6.1 CONCLUSIONS
After Completing the Study Related to the project, We Draw following Conclusion.

Customer:

1. Among competitor or the sale of Sudha’s is very high and Most of customer prefers
Sudha’s product than other.

2. Sudha is top in the list among different brand in Bhagalpur.

Retailer:
➢
Retailers feel good on the profit margin being provided by the organization.
➢
During our project, we find that the distribution channel of Sudha is not very good in
Bhagalpur region.
➢
It was found that in 2018 86% retailers satisfied with the care taken by the Organization
in case of increase in demand while 20% are against it.
➢
Retailers sell Sudha brand over other brands due high demand.

48
6.2 SUGGESTIONS
Sudha Dairy should introduce some change in its marketing function and advertising
to market more rational. The following factors to be worthy of consideration:

1. A complain Register should be provided by the company to every distributor in every

route so that, retailers/customers can write their problems. The complaint register
should be checked by consumer executive and depot in charge at time to time.
2. Facilities provided by the company should be increased. Facilities requirements should
be fulfilled in all the rural and urban area properly after deeply study for various
aspects or retailors by the help of company employee and depot incharge.
3. The company should improve the distribution policy.
4. Vimul Dairy should be provided it’s the rural area also.

5. Vimul Dairy should be focused on regular customers to provide some gift.

49
6.3 Bibliography:
Book:

A. Kotler. Philip & Armstrong, Gary, (2006), Principles of

Marketing 11th Edition., publication
B. Malhotra. Naresh k., (2007), Marketing Research-An Applied Orientation,
5th Edition.

Websites:
➢ www.COMPFED.co.in
➢ www.indiandairy.com/editoria
➢ www.business.fmcg.org
➢ www.sudha.com
➢ www.marketing.sudha.co.in

➢ www.sudhavimul.org

Search Engines: www.google.com

50
6.4 QUESTIONNAIRE FOR CONSUMER

(For the BHAGALPUR market survey of Sudha Dairy Product)

NAME: _

ADDRESS: _

CONTACT NUMBER: _

1. What is the occupation of consumers?

A. Housewives B. Student C. Self employed

D. Public sector E. Privet

sector

2. How many members in your family?

A. 2 to 4 B. 4 to6

C. 6 to 8 D.>=8

51
3. Are you regular user of packed milk or not?

A. Yes B. No

4. How much milk you buy normally?

A. 0-2Lrt B. 2-3Ltr

C. 3-4Ltr

5. Which brand of milk do you prefer?

A. Sudha

B. Cow Milk

6. What is the reason of preferring any brand of milk?

A. Quality

B. Price

C. Convenience

D. Taste

E. Brand

52
7. In case of some event or festival or weekend which brand of milk is preferred by
you?

A. Sudha

B. Cow milk

8. Do you use Sudha’s milk product or something else on special occasions?

A. Sudha

B. Cow Milk

9. How often do you purchase Sudha product?

A. Daily B. Monthly

B. Weekly D.
Occasionally

10. Size of package mostly purchased by you.

A. 1lit B. 500ml C. Less than 500ml

11. Do you aware of the varieties of Sudha milk?

A. Sudha Gold

B. Sudha Shakti

C. Cow Milk

D. Sudha Healthy

E. Sudha Smart
62

53
12. How you, comes to know about newly launched product of Sudha by?

A. Print B. Electronic

B. Hoarding D. Retailer

54
13.Sudha milk/milk product price is reasonable for you or not?

A. Yes B. No

14. Are you satisfied with the quality and services of Sudha Product?

A. Yes B. No

If no, Why……………………………………………………………………

15. Would you expect something more from Sudha (in quality, variety and
services)?

16. Any suggestion by you for Sudha products.

55
 QUESTIONNAIRE FOR RETAILERS

For the market survey of SUDHA Dairy Products in BHAGALPUR

market:

Name:………………………………………...............................................................

Address:………………………………………............................................................

Contact no: …………………………………...

1. How many customer visits on your outlet for milk?

A. <=100 B.100 – 200 C.200

D.300-400 E. >=400

2. Which brand kept by retailer to sell?

B.
Aashir
A. Sudha wad

3. How much milk sells by Retailer per day?

A. <=100Ltr B. (100- 200) C. (200- 300) Ltr

D. (300- 400) E. (400- 500) F. >=500Ltr

56
 4. In which preference level for selling of Sudha milk brand over other brands
by you?

A. Popularity B. Pro.mar. C. Demand

5. According to Retailer which brand milk product, has maximum sales?

B.
Aashir
A. Sudha wad

6. Level of consumption of customers during weekends or festive seasons in-

creases or not?

A. Yes B. No

7. Demand for milk increase is taken care by the organization or not?

A. Yes B. No

8. How retailers feel about level of existing distribution policy of organization?

A. Very Good B. Good C. Better

D. Bad
 9. How retailers feel about profit margin being provided by the organiza-
tion?

A.Very Good B. Good C. Better D .Bad

E. Neither good nor bad

10. Are you satisfied with the current margins and services of Sudha brand?

A. Yes B. No

11. Would you expect something more from Sudha (in quality, variety and
services)?

12. Any suggestion or observation to increase the volume of sale of Sudha

brand?

…………………………………………………………………………………………

…………………………………………………………………………………………

]P]
-[