OBJECTIVES

 Aim of our market survey is to study on the dairy product ‘CURD’ in

Bangalore

 To study two local brands and two national brands, which is most
prevalent in Bangalore

 To find out which curd brands have most sales.

 Visit the outlets and analyze the market shares.

 Find the difference between the national brands and the local brands.

 Customer preference towards local and national brands.

 APPROACHES

The approaches we chose for the market survey is to visit different

outlets that are selling the dairy product ‘CURD’. We chose five
modern retail outlets namely:

i. Big Bazaar (Jayanagar 9th block)

ii. Super Spencer (Indranagar)
iii. Big Bazaar (Old Madras Road)
iv. Food World (JP Nagar)
v. Reliance Fresh (BTM Layout)

Three standalone super markets namely:

i. Family Super market (Hebbal)

ii. New Super market (CV Raman Nagar)
iii. Mamta Super Bazaar (JP Nagar)

Three grocery shops namely:

i. Roshan Super Store (Hebbal)

ii. Customer Choice Departmental Store (AbbiyaReddy
layout)
iii. Ganesha Provision Store (AbbiyaReddy layout)

Three Scrambled Merchandise namely:

i. R.T. George Bakery (JP Nagar)
ii. Venketshwara Fruit Juice (Jayanagar 9th Block)
iii. Sai Travels and Provisions (Indranagar)
 OBSERVATION

 All the national brands Nestle and Britannia curd packets were placed at
middle and upper layer in the refrigerators.

 All the local brands such as Nandini and Tirumala curd packets were
placed at bottom layer in the refrigerators.

 Nestle and Britannia curd packets were available in 200 gm and 400 gm
packets.

 Nandini and Tirumala curd packets were available in 250 ml and 500 ml
packets.

 In modern retail outlets, national brand curd packets were more whereas in
standalone super markets, grocery shops and scrambled merchandise local
brands were mostly available.

 Nestle is manufacturing curd in three different varieties:

i. Fresh And Natural Dahi

ii. Rich And Creamy Dahi
iii. Nesvita for healthy digestion probiotic Dahi (98% fat free)

 Britannia is manufacturing curd in two different varieties:

i. Daily Fresh Dahi

ii. Daily Fresh Low Fat Dahi (98% fat free)
 INFERENCES

Based on the observations drawn from the market survey, the following are
the inferences
The National brand’s curd are expensive than local brands,
but still most of the modern retail outlets are good at sales of National brands,
because of the customers’ brand consciousness. In case of standalone super
markets and grocery shops, both national and local brands were preferred.
Here the customers prefer consumption of curd and not the brand.
In scrambled merchandise the customer’s are mostly
provided with local brands. Nandini and Tirumala are the brands sold where
the sales scale is more than that of the modern retail .The different national
brands of curd are competing against each other, Britannia is competing
against Nestle to capture the market. Britannia is in more demand than
Nestle. In most of the modern retail outlets they are out of stock. The supply
is unable to meet the demand.

Nandini advertises in Doordarshan of Karnataka (DD

Kannada) and most of the local channels of Karnataka, to attract the common
man. Nandini distributes mainly through the local merchandise. Nestle and
Britannia are advertising in the national channels.

Curd is one of the most important diet in Indian families,

they prefer curd for their daily needs .Customers are not that much brand
conscious while preferring curd, they seeks the easy availability of curd.
LEARNINGS AND RECOMMENDATIONS

The market survey proved to us that ‘Nandini’ is the market

leader of Curd production and distribution. Even though Nandini
provide low margins to its distributors than the national brands, Nandini
is the market king. The strong distribution channels of Nandini which
reach every nook and corner of Karnataka had made it the market leader.

People mostly prefer shops nearby their homes to buy curd rather
than going to a mall frequently.

In modern retail outlets such as Reliance fresh prefer quantity of

sales of National brands, as told by the sales manager, since they provide
higher margins. Local brands fail in providing this. That is why they are
not much sold in Modern retail outlets.

By this we conclude that if the National brands have to compete

with the local brands, they should increase their supply, they should
widen their distribution channel so that they make it available
everywhere. National brands can opt for another variety of curd at
affordable prices for the common man.
SALES AND RETAIL MANAGEMENT

MARKET SURVEY ON FMCG PRODUCT – CURD

SUBMITTED BY: GROUP 6 (CAPT. KRISHNAN NAIR)

Abhijeet Kumar
Arti Kumari
Karthika T
Khushboo Purohit
Rajesh Kumar Pradhan
Siddharth Jain
Saurabh Kumar Singh
Shyam Singh
Sudeen Kumar M R
Saurav Priyadarshi