AN OVERVIEW SALES PROMOTIONAL TOOLS

USED IN THE FMCG

IN SUJAL DAIRY (LAXMI GROUP)

INTERNSHIP FINAL DRAFT REPORT

CONSUMER GOODS

SUBMITTED TO:
Office of Dean,
Faculty of Business and Accounting
Lincoln University College, Malaysia.

SUBMITTED BY:
Ashish Rajbanshi
LC Registration No: LC0001400700
KFA Business School & IT, Mid-Baneshwor, kathmandu
Nepal.
Lincoln University College, Malaysia.
 In partial fulfillment of the requirement for the degree of
Master in Business Administration – MBA

DECLARATION:

I hereby declare that the internship report entitled “AN

OVERVIEW OF SALES AND MARKETING PROMOTION MIX
OF SUJAL DAIRY"(LAXMI GROUP)

Submitted to KFA Business School, Faculty of

Management and IT, Lincoln University.

This is my original work in the form of partial

fulfillment of the requirement of master’s in business
administration (MBA) under the supervision of Ms,
Jasmina Hada Bajracharya.

SIGNATURE:
ASHISH RAJBANSHI
KFA BUSINESS SCHOOL & IT
LUC NO.: LC00014000700
SEC: B, Morning
 TABLE OF CONTENTS

DECLARATION

ACKNOWLEDGEMENT

EXECUTIVE SUMMARY

ABBREVIATION

1 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

1.2OBJECTIVES OF THE STUDY

1.3METHOLODOGY

2.1 ORGANIZATION SELECTION

2.2SOURCE OF DATA

2.3 PLACE AND TIME

2.4 LIMITATION

3.1BACKGROUND OF THE ORGANIZATION

3.2 VISION

3.3MISSION

3.4 CORE VALUES

4.0 DEPARTMENTS

4.1 Finance Department FINANCE DEPARTMENT

4.2 HUMAN RESOURCE DEPARTMENT

4.3 SALES DEARTMENT

4.4 MARKETING DEPARTMENT

4.5 OPERATION DEPARTMENT

4.6 IT DEPARTMENT
4.7 BILLING
5.0 PRODUCT SEGMENT
5.1 PRICE OF MILK BASED ON VOLUME
5.2 DAILY SALES & VISIT REPORT
5.3 ATTEND TEAM MEETING
6.0 ANALYSIS
6.1 SWOT ANALYSIS

6.2 FINDINGS

6.3CONSTITUENTS OF PASTEURISED PACAKAGE MILK

6.4ANALYSIS OF SALES CLOSING REASON

7.0 SALES STRATEGY OF THE ORGANIZATION

7.1 SALES PROCESS
7.2 OVERCOME OBJECTION
8 PRICING
8.1 FUNCTION OF THE SALES AND MARKETING
9.0 RECOMMENDATION & CONCLUSION
10.0 ANNEXTURE
 ACKNOWLEGEMENT

This internship report has been researched and developed in

order to complete the requirement of Lincoln University for the
completion of MBA 3rd Semester. This task assigned to me
during my academic study in MBA Third Semester, I would
appreciate and thank to many Close people collectively for the
successfully completion of my internship report.

First of all, I am thankful to my respected supervisor of

internship report Ms, Jasmine Hada Bajracharya for her
persistent help and clear guidance throughout the internship
period and completion of this report. Her suggestions and
guidance were important in my internship report for completing
of this project. I would also like to express my gratitude to KFA
Business School & IT, for providing an opportunity and a
platform to be part of career world in various institutions. I have
always been proud to be a part of KFA Business School family.
Similarly, I would like to thank family for assistance, guidance
and enormous support. Especially, I am greatly indebted to
proper supervision that greatly improved my manuscript. I hope
that the report will be a helping hand for the readers to gain
some knowledge for their future prospect.

Thank You,
Ashish Rajbanshi
EXECUTIVE SUMMARY

This is an internship report on “Sales process and of SUJAL

Dairy Pvt. Ltd.” prepared for the partial fulfillment of the
requirement of Masters of Business Administration (MBA).
The internship period lasted for total 8 weeks. The first chapter
contains introduction of organization, objectives, limitation of
report and background of the organization. This chapter helps
reader to find about general knowledge about the organization,
departments and operation. The second chapter is about
company sales strategy, sales budget and team motivation tools.
The third chapter is about strategies adopted by the organization
to retain customers. It contains aftersales service and follow-up
strategies. Fourth chapter consists of job description and
specification during internship tenure. SWOT and TOWS
matrix is discussed in the fifth chapter.

Lastly, sixth chapter consists of findings, recommendation and

conclusion. My position was to assist the Area sales manager
where I performed core sales job. The unique value position of
the organization is experienced sales team. However some gaps
are found in sales team motivation which when filled company
could boost up revenue and cut employee turnover ratio.
INTRODUCTION

An internship is a form of experiential learning that

incorporates knowledge and concept learned in the classroom
with real-world application and skills development in a
professional setting. I have worked under the Sales &
Distribution Department for past eight weeks. My internship
program is an educational requirement of MBA Program under
an assigned faculty of KFA Business School & IT of Lincoln
University College, which is a professional degree.
As the Subsidiary products of Laxmi group in consumer Dairy
and is currently holding SAFAL brands of products like Milk,
Ghee, Butter, Love-bird Ice cream and Paneer, Non
melting(Soft cheese). The company deals and supply various
consumer across Nepal. During my internship project, I was
involved in the sales and distribution channel of Dairy division.
This report is fully based on knowledge gained from my
learning as an intern. This report is prepared by collecting data
and information from the company employees and my
observation during the internship period.
 OBJECTIVES OF THE STUDY
The major objective of the study is to explore the relevant
knowledge and skills required in FMCGs in operation of Sujal
Dairy Pvt Ltd.
The specific objectives of the study are as follows:
● To assess the general operations of Sujal Dairy (Laxmi Group).
● To analyze factory production sales process, Sales process &
retailing procedures of Sujal Dairy.
 Exploring the factors responsible for switching of customers
from SAFAL to other brands.
 Marketing and sales Strategy used in different sectors such as
Horeca, General Trade and Modern Trade.
 Suggesting suitable measures to increase market share of
SAFAL in study area. Status of milk market of different brands.
(packaged milk)
Research/Methodology of the study

Methodology is the description of the procedure followed while

collecting the necessary data and information needed for
research work and report preparation. The internship report is
the descriptive study of a particular subject backed by the
collection, compilation, presentation and interpretation of
relevant information. It starts from the selection of the
organization, placement and activities of internship, different
tools used and some limitations of the study.

Research methodology is the way to systematically solve the

problem. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along
with the logic behind them. Thus, when we talk about research
methodology we not only talk of the research methods but also
consider the logic behind the methods we used in the context
of our research study and explain why we are using a particular
method or technique and why we are not using others so that
research results are capable of being evaluated either by the
researcher himself or by others.
Organization selection

As I’ve Been directly involve myself in FMCG sector for more

than 3 years company such as Varun beverage (PEPSICO) and I
was more keen on learning other FMCG organizations such as
Dabur Nepal(juice industry),Dairy industry. Selecting an
industry of my familiar background was most important factor
in completion of a project as it is the place where students gain
knowledge practically of other industry working plans and
policies were important for my career which are hard to gain
through only theoretical study, opportunity to familiarize with
organization activities and environment and to observe the
organizational culture of the FMCG Background. Taking into
consideration of the numerous options available for the
internship, various pros and cons of each alternative was
thoroughly analyzed where Laxmi Group was chosen to work
as intern where laxmi group has various subsidiaries products
such as Hundai motors, Laxmi Premium Motors BMW, sujal
Dairy, sidhi laxmi steel, Sujal plastic, jaima laxmi trading and
confectionary. Considering easily accessible location, good
working environment and most importantly the Diversified
different background professionals convince me working my
research in the Organization.
Sources:

Data has been collected from primary sources as well as

secondary sources.

Primary Source
● Direct observation in the working environment.
● Interaction with the people from other relevant firms and
organization.

Secondary Source

● Annual Report of Laxmi group.

● Website of Laxmi group (http://www.sujaldairy.com.np/)
The secondary data is obtained from the information already
published in newspaper articles , blogs and books
Placement and Time

I was placed to assist Area Sales Manager for 8 weeks and was
involved in daily activities of the department like: generating
sales leads, driving sales force, following up with dealers for
sales order & payment collection, tracking competition
activities, executing sales strategies, monitor and analyzed team
performance, assist in sales forecasting etc.

LIMITATIONS

The response of the customers can be biased

.  The response of the retailers can be biased.
 The researchers were novice.
 There were financial constraints
BACKGROUND

SUJAL DAIRY PVT.LTD

Sujal dairy Pvt Ltd, a subsidiary of Laxmi Group is one of the

largest milk processing companies with over 10 years of
expertise on the dairy industry of Nepal. Sujal dairy debuted
into the dairy industry after the successful acquisition of
Pokhara Milk supply Scheme (PMSS) in 2005. It marks its
presence as a trendsetter in the dairy industry, with the use of
new ideas, technologies, production facilities and product
developments. It believes in delivering what is promised. To do
so, its factory in Pokhara has already acquired ISO 22000:2005
certification which is a proud mark of its quality process. With
almost a decade of experience in dairy industry operation, Sujal
Dairy, offers a range of milk and processed milk products
such as milk, curd, ghee, ice cream, butter, Nauni, Paner and
flavored milk. The warmth of Safal milk has touched the heart
of customers, even succeeding to be the no.1 brand of Pokhara.

After the inclusion of the powder plant facility, it was the first
company in the country to bring SMP for industrial use. Alpine
Dairy Whitener, which can be used for tea and coffee, has also
gained wide success in the market. With its focus
on learning and identifying new opportunities, it has
introduced Lovebirds Ice-cream which prides itself as an
innovative ice cream, offering high quality at affordable price.
Taking the leap, Sujal Dairy is supplying complete range of
milk products in Kathmandu since 2012 AD. With its
dedication on maintaining product quality, hunger for
innovation and loyalty of customers, it has been able to gain
major share on the current market.
VISION

We carry an initiative on enterprise and entrepreneurship to

improve the quality of the communities we serve and become a
trusted, admirable and infinite player.

MISSION
We are an exploring institution that tenaciously explores
different environments to find new ideas and opportunities
through innovation, collaboration and consultation. We carry
persistent efforts on those ideas to create fruitful product. In the
process we create vital knowledge for our self in both success
and breakdown.
2.2 CORE VALUES & GOALS

1. We deliver what we promise

We all have understanding of our roles and we know the
expectation of our roles for the company. Therefore we always
deliver what we promise with utmost professionalism, good
business ethics and with the best in integrity.

2. We believe in team work and we are always ready for action

Team Laxmi Group understands the nature of businesses that
always attracts for the urgency as and when required. Therefore
we are always in ready for all sort of task as and when
environment demands. Likewise we offer cooperation and
support to our team to exceed.
 

3. We innovate and embrace technology and have hunger for

learning
We have a reputation of a company that is very much
associated with using novelties in all things we do. We feel very
comfort and pride to use new technology, system and product.
 

4. We take pride in all we do, we celebrate success and learn

from failure.
We understand that success is product of rigorous hard work
and best of planning therefore we put tenacious effort in our
focus. In due course of time we will meet success or failure. We
applaud and share our success to our satisfaction and treasure
our failure.

DEPARTMENTS:
Finance Department
This department is divided into three sections:
LC preparation and purchase: LC preparation for product line
up and purchase. Fund Management: Collected funds are used
for the maximum benefits of the company.
Contract legal and protocol: Responsible for administration
division. In addition, finance department is also responsible for
budget confirmation and forecasting, managing taxes and
preparing various reports and analysis on financial position of
the company.

Human Resource Department

The human resource department is responsible for managing the
employee lifecycle and overseeing employee benefits. The HR
practices in TBC are as follows:
Managing Director Sr. General Manager Finance Manager Sr.
Executive HR Manager Asst. HR Manager Sales Manager
Deputy Sales Manager Asst. Manager Procurement Manager
Marketing Manager Asst. Manager Operation Manager Officer
IT Manager Asst. Manager Service Manager Executives
Management Consultant
For any new openings in the company, referral for the vacant
positions from existing employees is given a priority to find a
good fit. There is an employee referral bonus program. So,
potential candidates basically apply through personal
references.
Structured interviews are taken for the finest selection.
Afterwards, both the parties sign job contract.
Still improving on training and orientation programs as it is
recently introduced in the organization but not organized and
executed well.
Currently, one to one short introduction session is only in
practice.
There is access to an integrated app named HRMS from which
employees can comprehend about payroll & tax, leave taken
and remaining, TADA approvals, attendance status, holiday’s
calendar and many more.
There is a clear policy and guideline for performance appraisal
where each department head need to mark their subordinates
based on their overall work performance but it is collected
yearly.
The managing director handles core HR functions.
Employee records are maintained via HRMS software app.

Sales Department
Has a wide spread of distribution channel comprising of more
than 200 plus which are spread all over Nepal. Sales department
has a huge responsible to bring cash inflows in the company by
developing & expanding WOD network.
There are two sub departments:
1. Distributer Network
2. B2B Network
1. Distributer Network:
There are more than 200+ distribution channels or dealer to
whom goods are dispersed.
 Finding new distributer network following points are
considered
• Dealer location
• Investment capacity
• Distributer network
• Currently brand presence
• Dealer annual estimated turnover including all available
brands
• Financial backup: Bank Guarantee
• Annual sales plan
• Support requirement Existing dealer SOP
• Credit limit are allowed for 60days only on the basis of PDC
cheque and BG.
• Sales target is allocated to distributer both annually and
quarterly and are provided additional incentive upon achieving
those targets
• Goods are dispatched on the based of orders on the very next
day.
• Sales people are point of contact for goods order and payment
collection.

Marketing Department

Marketing department is responsible for planning campaigns,

develop & design promotion material. Having brands like safal
milk marketing and promotional tool are used minimum.
1. Facebook campaigns
2. Design POSM
3. Branding (light board, in-shop branding, racks, podium)

Operation Department
The most prominent role of operation department is to monitor
sales effort and align them with 9 overall business objectives.
1. Develop SOP (Incentives, Billing, Credit limits, TA&DA).
2. Planning, forecasting and budgeting as per the business
objectives.
3. Development of departmental goals and objectives.
4. Evaluate sales performance report.

IT Department
IT department is responsible for providing the infrastructure
like hardware, software and networking for the automation.
1. ERP System (Dealers information).
2. HRMS Software (Overall data of employee: salary & tax,
attendance & leave, company calendar, notice).

1. Billing Standard operating system is set for billing.

1. Generally, dealers get 17% off on MRP but for advance cash
party there is provision of additional of 3%.
2. Maximum 60 days credit limit provisions are for those
dealers who provide bank guarantee.
3. For any new parties timeline of 3 months for bank guarantee
commitments are taken.
 Till 10 then, billing is continued from postdate cheque provided
by dealer of maximum 15 days.
4. Bill to bill payment collection

3.1 Roles and Responsibilities

Focus on Growing sales in the Horeca market.

Visiting every Horeca as per PJP.

Working out on monthly plans.

Keeping track of horeca industry.

Maintain relationship within the industries.

Daily secondary report

Keeping stock report

Submit daily reports to Area Sales manager.

Monitor, review and report on all sales activity and results.

Product segment of Sujal dairy

PRICE SEGMENTS OF MILK BASED ON CONSUMPTION

VOLUME
 SLAB RATE
RATE
PER
DISCOUNT PCKTS RATE PER CRATE
0 RS36.35 RS727

RS 10 RS35.85 RS717
RS 15 RS35.60 RS712
RS 30 RS34.85 RS697
RS 35 RS34.60 RS692
RS 40 RS34.35 RS687
RS 45 RS34.10 RS682
RS 47 RS34.00 RS680
RS 48 RS33.95 RS679
RS 50 RS33.85 RS677

RS 70 RS32.85 RS657

Note: 20 pckts per crate

5.5 Attend Team Meetings

Overview daily sales activities of team member

Overview Revenue collection issues of team member
Overviewing New outlets catch cup on daily basis.
Overviewing the Team member performance (KPI).

SWOT ANALYSIS OF SAFAL MILK

STRENGTHS

 The major strength of the SAFAL milk is a recognized

BRAND name as it is a subsidiary of Laxmi Group Ltd
 The increasing demand for milk products presents a great
opportunity for the SAFAL milk to increase and scale up the
production.
 SAFAL milk is having a competitive edge in terms of
pricing.
 WEAKNESS

 Absence of safal milk Outlets.

 Big old players like DDC in Dairy sector
.  Supply Chain Management is weak in comparison to
competitors.

OPPORTUNITIES

 There is a scope of business as there is a demand for dairy

products.
 Need to put more stress in the face-to-face direct marketing
to reach to the customers
 Dairy products are highly income elastic.

THREATS

 Presence of established players like DDCs and NOVA milk

 Margin is very low in dairy industry
 Strong supply chain management by the competition.
 Government policies.
 Fluctuation of Milk supply by farmers.
 Entry of New players in the dairy sectors
FINDINGS:
HOUSEHOLD CONSUMERS

Analysis of five different parameters which effect

buying decision of consumer.

SAFAL  
OTHERS  

Graph showing Most Important parameter which effects buying

decision of Household Consumers.

Findings:

The graph shows that the most important parameter which

effects the buying decision of household consumers is quality.
All of the Others safal consumers ranked quality as a most
important parameter.87% of others consumers ranked quality as
a most important parameter that effects their buying decision,
while 6.5% consumers considered taste as most important
parameter. Nearly 9.5 % consumers considered ease of
availability as most important parameter. This shows that for
SAFAL consumers taste.
Means of Promotion
Findings:

70% retailers reported that promotional activities were there.

20% of retailers reported that they had been given small
banners for promotion of SAFAL milk, while 10% reported that
wall painting was means of promotion.

Quality of SAFAL milk according to retailer

Good 75%
Average 25%

Findings:

On asking about quality of RDFL milk, 75% of retailers

reported it as good, while only 25% retailers reported it as of
average quality.
 PROMOTIONAL ACTIVITY

effectiv
e  
non
effectiv
e  

Findings:
[Packets leak (%)/week]

Findings:
Leakage in milk pouches was a major problem for retailers.
59% of retailers have faced the problem of leakage. 17% of
retailers reported that they got more than 5% of the pouches
leaked in a week, while 21% of retailers got 3-5% of the
pouches leaked in a week. Nearly 21% of retailers got upto 2%
pouches leaked per week.
CONSTITUENTS OF PASTERURIZED PACAKAGED MILK

Constituents of Pasteurized packaged Milk

M
i
F
l
a
k Availa
t
ble
V variant
i
a (volum
n
r e)
i POUC
(
a H
%
n
)
t
s
F
u
l
l

C
r
5 1/2,1
e
% ltrs
a
m

M
i
l
k
T
o
n
e
d 3 1/2,1
% ltrs
M
i
l
k
Analysis of sales closing reasons:

Nearly 41% of retailers considered issues related to distributor

were the main reason behind closing of sales. These issues
include late supply, irregular supply, distributor’s shifting to
other brand, supply less compared to demanded etc. On asking
about reasons of sales closing, nearly 29% of retailers
considered lack of promotion as a reason behind sales closing,
while equal number of retailers reported that replacement policy
regarding spoiled milk and leaked pouches was a major reason
behind sales closing. They reported that there was no
replacement or compensation for leaked and spoiled milk
pouches and it was resulting in loss of their margins. Spoilage
and milk not lasting to expiry was also considered as a reason
behind sales closing by 30% of retailers

2.4 CHALLENGES & OPPORTUNITIES

The challenges for the dairy sector include bringing milk to the
consumer at competitive prices when dairy production is
subject to changes in weather patterns, market dynamics and
prices. At the same time, there is a growing emphasis on
sustainability. People are concerned about the environment,
animal welfare and the quality of their food. There is a direct
link between GHG emissions and the efficiency with which
producers use natural resources. For livestock production
systems, nitrous oxide (N2O), methane (CH4) and carbon
dioxide (CO2) emissions imply losses of nitrogen (N), energy
and organic matter that undermine efficiency and productivity.
An efficient dairy nutrition system therefore reduces GHG
emissions. Possible projects to reduce emissions are, to a large
extent, based on technologies and practices that improve
production efficiency at the animal and herd levels. The
composition of feed has some bearing on enteric fermentation
and the emission of methane gas from the rumen or hindgut.
The volume of feed intake is related to the volume of waste
product.

2.5 THREATS

No Key Problems Producers Commercial Production Units

Micro and Small businesses (local collectors and processors)
Medium and Large businesses (Processors)
1. High Cost of Production
2. High Transportation Cost
3. Low Confidence in the market
4. Market Access
5. Domination of informal markets
6. Supply chain dominated by subsistence farmers
7. Lack of connectivity and weak transportation services
8. Weak management and marketing performance
 9. Low quality of Raw Milk
10. Low uptake of innovations and new technologies
11. Access to consumers
12. Uneven playing field

SALES PROCESS

SALES PROMOTION

TEAM MANAGEMENT

ROUTE DISTRIBUTION

ROUTE PLANNING

DAILY SECONDARY REPORT

SALES PROCESS
Sales process of Sujal Dairy is directly from factory itself which
is set up in Thankot,kathmandu. Here there is a supervisor
guide the daily order of sujal product like milk, butter, yog-hurt,
Ghee, is different Sku’s to various route circles. Here every
morning the sales teams distribute the products to routes outlets
to all the sales vehicle.

SALES PROMOTION
Here in Sujal dairy Sales promotion are done in various way
like winter schemes, daily schemes, Monthly Schemes, volume
base schemes, price discount schemes. Here different outlets are
given target based on their sales and the outlets benefits in
various ways.

TEAM MANAGEMENT

Here various team management is done in circle wise with

various routes. Here sales officer is a circle in-charge , where
there is channel of command like two supervisor and a
salesman. Each supervisor has two routes having each 150
outlets. Here from sales officer to supervisor and salesperson
coordinate in the sales order to the last stage of delivery.

ROUTE PLANNING
Route planning is done on the basis of the location and routes
and number of outlets. As for Kathmandu various routes is
divided in various circles covering all the areas of Kathmandu
providing various assets like vehicles, distributors (selling
booths for company. Here all the sales process is done
according to the route.

DAILY SECONDARY REPORT

Secondary report is based on daily sales of volumes in different

routes of circles in daily basis. Here sales report is sent it to the
manager on daily basis with SKUs wise.

Experience in Internship (full-time) and

Understanding of System and Procedure.

The interns (full time) had the opportunity to apply their

theoretical academic knowledge in the practical work
environment. The interns (fulltime) also had a wonderful
experience with the diverse organizational culture and
experienced what it is like to work in a team with different level
of professionals to achieve a common goal. The interns (full
time) faced many challenges and problems to strive hard and
overcome them. The intern gained many experiences which are
going to be helpful in career building.

Problem solving skills

Communication Skills

Organizational Culture

Challenge adoptions skills

Team handling skills

Leading team skill

3.3 Problems Identified and Solved.

Socio-cultural factors and interpersonal relationship seem to be
very simple in theoretical perspective but whereas in practice
maintaining interpersonal relationship with professionals and
customers is tough and is very crucial. The intern (full time) can
show their capability and intelligence by upgrading theoretical
knowledge as per requirement. As theoretical knowledge helps
a lot in understanding the working environment in simple way.
While working in PBL as intern has felt/observed following
gaps:

The job was allowed for senior level tasks but less compared to
managerial task through. MBA aims to develop skills of middle
level managers
 CONCLUSION & RECOMMENDATION

I have studied and analyzed the dairy based food product

market of SAFAL products on different aspects of the markets,
outlets, distribution and consumers. The 2 months of summer
internship with SAFAL actually helped me to learn various
thing that would really be helpful in my life for future growth.
This project shows me the way to work in the market .How to
communicate with different type of people .How to convince
one for better job .Learnt how to sell ,how things work in Fast
moving Consumer goods .Having perishable nature of these
product one needs an excellent distribution network and
carefully select market because these product if transferred to
far area then cost attached to the product will make it un
competitive brands .

According to me the growth of any product whether it could be

food-based product or anything depends upon
how we do proper branding of that product and also the
promotion which plays a very vital role in attracting customers.
The main goal should be to attract customer and to retain them
so that the loyalty maintains in future as well. Besides this
Quality is the dominating aspect which influences consumer
to purchase DDCs milk product, but prompt availability
of other brands and aggressive promotional activities by others
influences the consumer towards them and also leads to
increase sales Ultimately I must say that I am privileged to
work in the company like SUJAL dairy get such a real time
exposure of FMCG Company .

Consumers:
For a consumer a company like SUJAL Dairy should more
focuses on quality and the availability of the products to the
consumer to gain more sales and for the growth.

Retailers:
In case of existing retailers, the major problem to them was
leakage in milk pouches and frequent spoilage. The leakage
problem was not found in case of new retailers; hence this issue
is eliminated but still there are issues which. As many retailers
complained that they were not provided banners for promotion,
so banners of small size should be provided as they create
awareness about brand and its product. Retailers were satisfied
with profit margins in majority of cases. Schemes can be
launched on basis of differential sales by retailers. When
retailer sells a fixed amount of milk then extra profit margin can
be given to them which motivate them to sell more milk.

Distributor:
Company needs to take attention in this section as distributors
have hold over market and they are deciding factors in path of
product’s success or failure. Firstly distributor should supply
the product to retailers on time and should be regular in his
work. Distributor should take care of product while handling
which prevent damage of packages of milk as leakage was a
major problem found in area of one distributor out of three.

Other suggestions:
The company should increase its product range in terms of
variety as competitors are having different kind of products like
curd, butter milk, lassie, butter, flavoured milk etc. which gives
extra edge in the market.

RECOMMENDATION

In Sujal Dairy, through my internship experience I would like

to take this opportunity to share few of my recommendation.
They try to give the best service for their clients and employees.
However there are some issues that should be improved.
Information should be timely conveyed to customers regarding
any change in regulations. The Authority should be given to the
line of command in the sales during the senior absence.
Training needs to be provided to employees during probation
period. There should be good communication flow between
bottom to top as well as top to bottom level, staffs etc.
Sometimes refreshment programs for the employees can be
 carried out to motivate the employees.

Annexure-I
Questionnaire for Household/Retail outlets
Consumers

1. Which type of milk you prefer?

(a) Pouch milk (b) Loose milk 2. (c) others
2. Which Brand of pouch milk you use mostly?
(a) NOVA (b) DDC (c) SITARAM (d) Safal (e) Others
3. Which variant you buy?
(a) Ghee (b) whole milk (c) curd
4. How will you rank the following attributes in packed milk?
(a) Taste (b) Quality (c) Attractive packaging (d) Easy availability
(e) Price
5. What purpose you buy pouch milk?
(a) Tea (b) Drinking (c) Curd (d) Other
6. How do you come to know about the product?
(a) Advertisement (b) Word of mouth (c) Promotion/POP (d)
Other source
7. Have you tried SAFAL Dairy Milk or any products?
(a) Yes (b) No