A

PROJECT REPORT
ON

“A STUDY OF EFFECTIVENESS OF SALES PROMOTION TOOLS WITH

SPECIAL REFERENCE TO PURNADAR MILK AND AGRO PRODUCTION,
SASWAD.”

BY
MR. MAYUR PRABHAKAR KALE
(MBA-Marketing)

Under the guidance of

Prof.Anjum Gudmithe
In Partial Fulfillment Of Two Years Full Time Course Masters In
Business Administration (MBA)
Year 2022-23
Submitted To

SAVITRIBAI PHULE PUNE UNIVERSITY

Pune District Education Association’s

COLLEGE OF ENGINEERING, HADAPSAR(Manjari BK), PUNE-412307
 Date -16 July 2021

that Mr. Mayur Prabhakar kale MBA(Marketing) Final Year

PDEA’s College of Engg.Manjari BK,Pune.

2021 2021

2
 Pune District Education Association’s
COLLEGE OF ENGINEERING, HADAPSAR(Manjari BK), PUNE-412307

CERTIFICATE

This is to certify that Mr. Mayur Prabhakar kale is the student of MBA(Marketing) Final
Year 2022-2023of the Department of Master of Business Administration, College Of Engineering,
Hadapsar (Manjari BK), Pune-412307, He has successfully carriedout his summer project entitled “A
STUDY OF EFFECTIVENESS OF SALES PROMOTION TOOLS WITH SPECIAL
REFERENCE TO PURNADAR MILK AND AGRO PRODUCTION, SASWAD.”
for the whole academic session 2022-23.
This research work has been carried out under my supervision and is of sufficiently
high standard to warrant its presentation for the examination leading to the Degree of
Master of Business Administration of university Pune.

Project guide H.O.D Principal

(Prof. Anjum Gudmithe) (Dr. Ajit Deshpande) (Dr.R.V.Patil)

4
 DECLARATION

I, Mr. Mayur Prabhakar Kale Student of College Of Engineering, Hadapsar (Manjari

BK), hereby declare that the project report entitled “A STUDY OF
EFFECTIVENESS OF SALES PROMOTION TOOLS WITH SPECIAL
REFERENCE TO PURNADAR MILK AND AGRO PRODUCTION,
SASWAD.” is written and submitted under the guidance of Prof.Anjum Gudmithe is
myoriginal work.

The empirical findings in this report are based on data collected by myself. The matter
consisting in this report is not copied from any source.

I understand that if my work is found to be copied, I am liable to be punished by rules

of Savitribai Phule Pune University.

Place: - Pune.

Date: -

Mr. Mayur Prabhakar Kale

6
 ACKNOWLEDGEMENT

First and foremost, I thank almighty for keeping me hale and healthy for successful
completion of the project..
I profoundly thank our Head of the Department Dr. Deshpande Sir and my guide
Prof. Anjum Gudmithe for her kind words and continuous encouragement which has
inspired me in completion of this project.
I place on record my sincere thanks to “Mr.Sanjay Jagtap” Chairman& MD,
Mr.Rajendra Mandhare and entire team of The Purandar Milk and Agro
ProductionLtd. for giving me opportunity to undertake my Summer internship
Project work with this organization and for their continuous cooperation during the
whole project. I was indeed a pleasure to interact with these people while my project
work. I also thank authors and publishers who made available books and websites to
study and reference.
I am also taking the pleasure to express my sincere thanks to all other staff members
of the Marketing Department .Last but not the least, I would like to convey my
sincere gratitude to my parents and friends, who have always been a source of
inspiration towards the completion of this project.

Mr. Mayur Prabhakar Kale

7
 INDEX

CHAPTER
CONTENTS PAGE NO.
NO.

1 INTRODUCTION TO THE ORGANIZATION

1.1 Overview of industry as a whole 13
1.2Profile of the organization 14
1.3Problems of the organization 24
1.4Competition information 25
1.5SWOT analysis of the organization 26
2 INTRODUCTION OF THE STUDY
2.1 Basic theoretical concepts/ Review of Literature 31
2.2 Need of the study 35
2.3 Problem statement 35
2.4 Objective of the project 36
2.5Scope of the study 36
3 RESEARCH METHODOLOGY
3.1 Primary data 38
3.2 Secondary data 38
3.3 Research design 39
3.4 Sampling 40
3.5 Statistical tools 41
3.6 Limitations of the study 42
4 DATA ANALYSIS 43
5 FINDINGS 63
6 RECOMMENDATIONS/SUGGESTIONS/ 65

CONCLUSIONS
APPENDIX / ANNEXURE 68
BIBLOGRAPHY / REFERENCES 71

8
 LIST OF TABLES

SR. NO. TABLE NO. TITLE OF TABLE PAGE NO.

1 4.1 Awareness of the different types of milk 44

products available in market
2 4.1.1 If Yes, the varieties you known 45

3 4.2 Awareness of the different dairy brand 46

available in market
4 4.2.1 If Yes, brand are aware of 47
5 4.3 reasons to choose brand 48
6 4.4 A sufficient availability of Anandi milk 49
7 4.5 Size of packaging prefer more. 50
8 4.6 Aware about the sales promotion 51
techniques applied purandar milk and
agro production.
9 4.6.1 If Yes, Techniques known 52
10 4.7 Sales promotion technique really help to 53
boost the sales
11 4.8 Sales promotion technique of boost the 54
sales
12 4.9 provided price cut offer during festival 55
season
13 4.10 customer opinion Satisfied or dissatisfied 56
with the product of anandi milk
14 4.10.1 If yes, reason for the satisfaction 57
15 4.10.2 If no, reason for the dissatisfaction 58
16 4.11 Leakage of milk packet problem 59
17 4.12 Grade sales promotion technique about 60
anandi milk.
18 4.13 Overall experience with anandi milk. 61

9
 LIST OF GRAPHS

SR. NO. GRAPH NO. TITLE OFGRAPH PAGE NO.

1 4.1 Awareness of the different types of milk 44

products available in market
2 4.1.1 If Yes,the varieties you known 45

3 4.2 Awareness of the different dairy brand 46

available in market
4 4.2.1 If Yes,brand are aware of 47
5 4.3 reasons to choose brand 48
6 4.4 A sufficient availability of Anandi milk 49
7 4.5 Size of packaging prefer more. 50
8 4.6 Aware about the sales promotion 51
techniques applied purandar milk and
agro production.
9 4.6.1 If Yes,Techniques known 52
10 4.7 Sales promotion technique really help to 53
boost the sales
11 4.8 Sales promotion technique of boost the 54
sales
12 4.9 provided price cut offer during festival 55
season
13 4.10 customer opinion Satisfied or dissatisfied 56
with the product of anandi milk
14 4.10.1 If yes,reason for the satisfaction 57
15 4.10.2 If no,reason for the dissatisfaction 58
16 4.11 Leakage of milk packet problem 59
17 4.12 Grade sales promotion technique about 60
anandi milk.
18 4.13 Overall experience with anandi milk. 61

10
Executive Summary
Introduction:

Promotion is the effective tool in every business. The main aim of promotion is to
ensure that customers are aware of the existence and positioning of products.
Promotion is also used to persuade customers that the product is better than
competing products and to remind customers about why they may want to bay. In
fact, promotion has many potential uses in business. It can be used to: Increase sales,
Attract new customers, Encourage customer loyalty, Encourage trial, Create
awareness, Inform Remind potential, customers, Reassure new customers, Change
attitudes, Create an image, Position a product, Encourage brand switching, To support
a distribution channel. There are several five main aspect of promotional mix that
advertisement, sales promotion, public relation, publicity, direct marketing. From the
promotional mix sales promotion is used in many industries as effective tool in many
industries.

“Sales promotion is an activity designed to boost the sales of a product or service for
the short period of time. It may include an advertising campaign, increased PR
activity, a free-sample campaign, offering free gifts or trading stamps, arranging
demonstration or exhibition, setting up competitions with attractive prizes, temporary
price reductions,”.Hence the basic purpose of this project is to study the different sales
promotion techniques at Purandar milk& agro products ltd. as well as to introduce
other sales promotion techniques that may male Purandar milk& agro products ltd
stand firm in the market with increased sales and growth. With this study Purandar
milk& agro products ltd will also generate new accounts and create a different mark
in the FMCG sector. This study will also reveal the most effective techniques of sales
promotion to entice customer.

OBJECTIVES:

1. To study the conceptual background of the Sales Promotion Techniques.

2. To study the awareness of Sales Promotion Techniques of the organization.

3To study the effectiveness of the Sales Promotion Techniques applied by the
organization.

11
PROBLEMSTATEMENT:

This is the 1st step in the research methodology. It is very important to define the
statement problem because of saying that “A problem well defined is half solved”.

In this study it is mainly focused on “Sales promotion towards the Anandi Milk”.

In this contest, it is need to evaluate the various factors which are considered while
purchasing the particular product.

Findings

Researcher observed that 52% of the consumer unaware about sales promotion
technique applied by the „Anandi‟ milk. while 48% of the consumer positively
replied of a aware about sales promotion technique. Discount offered by the company
is the key factor for the consumer to get attracted about the „Anandi‟ product. Free
sample, gifts and various scheme also play vital role to make awareness of a company
product in 18%,6%,10%, respectively

Suggestion

1. The customers are giving more weightage to the sales promotion techniques so
company can improve or boost the sales promotion techniques

2. Radio mirchi, Big FM can be the suitable media to promote the products.
Sponsorship of the various Events, Trade Fairs will be a better choice for sales
promotion about the Purandar Milk and Agro Production

3. The pamphlets should be printed in such a way that it should not only advertise
about the milk but also provides the information about the benefits of the
consumption of the product

12
 CHAPTER-1

INTRODUCTION TO THE ORGANIZATION

13
1.1 Overview of Dairy Industry in India

India with the total milk production of 109 million tones is the world's highest milk-
producing country for the past one decade now and accounted for about 15% of the
world milk production in 20014. The importance of dairy enterprise in the national
economy can be gauged from the fact that the value of output from milk group is
highest among all the agricultural commodities, accounting for nearly one fourth of
the value of output from agricultural sector. Dairying is one of the most important
means of providing livelihood and nutritional security to the rural masses. The
livestock activities, among which dairy farming predominates, employ about 8.5
million workers in the country. Milk and milk products account for 9.2 and 12.4
percent of protein intake in rural and urban areas, respectively, which is higher than
the protein intake through non-vegetarian animal products.

Dairy production in India, which has seen great increase over the post-independence
period, has grown into a thriving enterprise; thanks to the policy decisions related to
systematic breeding, improved feeding and superior health care management over the
period. These positives notwithstanding, the system is confronting some of the major
constraints that hinder inclusive development of the dairy sector in the country. Apart
from low productivity of the animals, there are many other problems like, large
human and livestock population and its pressure on land, degraded pasture lands,
shortage of feed ingredients and fodders, which need to be targeted. While the
agricultural sector is witnessing a kind of stagnation or a decline in growth rate in
areas where the green revolution earlier brought a new dawn for human survival
against hunger and malnutrition, the dairy sector is showing a better promise.

14
1.2 PROFILE OF COMPANY:

Name of the company:-Purandar Milk And Agro Production Limited.

Address:-At Post-Saswad,Tal-Purandhar,Dist-Pune.

Postal Code :-412301.

Tel:91-2115-223000.

Fax:91-2115-223000.

Mail :-purandarmilk@gmail.com

History:

The Purandar milk and agro products story is a truly remarkable one. In 06 June 2000,
purandarDairy & Milk Products LTD made a foray into the Milk & Milk Products
market, by launching the wide range of purandarmilk Poducts.Company Market Milk
And Milk Products in nearby metros under the brand name”ANANDI”.Since then,
Purandar Dairy has always stood for quality and is known for offering innovative and
wholesome milk & milk Products.

Purandar Dairy Plant has occupied 30 acres of land which can process 30000liters of
milk every day. Initially the project started with on and average collection with 13000
liters milk per-day, and today because of extreme efforts and best quality it has grown
to 30000 liters of milk per day. In future, we have aimed 80000 lack liters of milk
collection per day. Purandar Dairy is an ISO 22000:2005, and HACCP Certified
Company.

In 06 June 2000, Purandar Dairy & Milk Products LTD made a foray into the Milk &
Milk Products market, by launching the wide range of Purandar milk products. Since
then, Purandar Dairy has always stood for quality and is known for offering
innovative and wholesome milk & milk Products. Purandar Dairy connotes happiness,
contentment, satisfaction and pleasure. Within a span of 17 years, Purandar Dairy has
established itself in almost all major categories of Milk Product's.

15
The amazing story of a man Mr. Sanjay Chandrkant Jagtap who envision& realized a
wide dream in the year 2000.he served as the chairman of Snt. Sopan kaka Bank
Saswad when he did considerable good work for farmers. this time as wholesalers, his
contact grew immensely. Due to unbelievable rate & delayed payments, the farmers in
the Saswad unwillingly threw the additional milk in street. Mr. Sanjay Jagtaphas
changed the situation, with the help of farmers he establish an Purandar dairy and
milk products ltd.

PURANDAR MILK AND AGRO PRODUCT LTD KHALAD.

16
Product Line1.Raw Milk Reception Dock
2. Quality Control Laboratory

3. Milk Preprocessing

4. Butter Manufacturing

5. Ghee Manufacturing

6. Milk Powder Manufacturing

7. Indigenous Milk Products Manufacturing

8. Market Milk Packing Section

9. Consumer Product Packing Section

Goals :

1. To increase the quality of milk.

2. To increase the sales by conducting many programs like consumer information

programs, consumer daily visiting programs.

3. To increase the members of the Anandimilk regularly supply the toned Anandimilk
to all the cities according to customers need.

4. Increase in productivity.

5. Continual improvement in product quality and product up gradation with effective

research development.

6. To meet the needs and expectations of customers consistently to resolve customers

complaints within timeframe.

7. To monitor and measure customer satisfaction.

17
Procurement:

Anandi dairy focuses on clean milk production & also gives farm management
training to the farmers. The milk is collected in both shifts i.e. morning and evening
throughout the year from 58 isolated vans, through the village level milk collection
centres. Then this milk is used for manufacturing different milk products. Anandi
Dairy Plant has occupied 30 acres of land which can process 30000 liters of milk
everyday. Initially the project started with on and average collection with 13000 liters
milk per-day, and today because of extreme efforts and best quality it has grown to
30000 liters of milk per day.

The milk is tested with the stringing quality parameters right in front of the farmers,
there is also check whether it is adulterated with water or other impurities. Freshness
of milk is observed and many tests are performed to accept the milk in ultra-modern
quality control laboratory.

Natural quality of milk is retaining by of immediate cooling, which helps reduce the
growth of bacteria. prior to milk processing the color, flavor and quality of milk are
checked at plant as well, the milk samples is tested at the well equip laboratory thus
any abnormalities are found against Anandi standard the milk subject to rejection. The
milk is accepted through strict quality filter and is forwarded for clorification,
bactofigation, homogenization, separation & pasteurization process, all these
processes are done through food greed stainless steel pipes and tanks.

Food safety & purity is guarantee because of the high-tech and automatic machinery
with skilled man power. Computerized recording is done of every step in the entire
production process & its consequences; this is control by technically skilled officers.
Cleanliness of staff is mandatory.

18
Products which Anandi export:

1.Anandi Cow Ghee.

2.Anandi Butter.

3. AnandiPanner.

4.Anandi Milk Pouch.

5.AnandiLassi.

6. Anandi Butter Milk.

7. AnandiFavalour Milk.

8. Anandi Milk.

19
Anandi Milk

AnandiDairy, plays major role in producing large quantity (i.e.30000 liters) of milk

Fat:2.5% SNF:5.6%

Anandi Milk: is packed by Nichrome Machine. There are six Filling machines
arranged in pouch section. Thus packing section is one of the important sections.

A well developed facility is used to store the milk pouch in creates.

The packed Anandi Milk is dispatched to the market by above than 56 insulated vans
in different areas ofMharastra like pune and mumbai.

Available packing: 250ml, 500ml, 1000ml

Price: 1000 ml .Rs. 42.00

500 ml .Rs22.0

250 ml .Rs12.00

20
AnandiLassi:

AnandiLassi

Lassi is a popular, traditional, yogurt-based drink of India. Lassi is a blend of yogurt,

water, spices. Traditional lassie is a savourydrink; AnandiLassi is also available in
different flavors. It is available in 200 g pouches

21
AnandiButterMilk:

AnandiButterMilk:

Description :ButterMilk is also called plain taak or mattha.ButterMilk is a popular,

traditional, yogurt-based drink of India.It is available in 200 g pouches.

Composition:

Water-:95/96%

Total Solids -:4/5%

Fat -:Min 1%

SNF -:2.0/2.5%

Portion -:1/1.5%

Lactose -:1.2/1.5%

Ash -:0.4%

Lactic Acid -:Max 0.35%

22
AnandiDahi:

AnandiDahi:

MatkaDahi is a fermented milk beverage .Dahi originally was set using mud pots
since ancestral days for the purpose of getting that unique flavour & taste gained due
to the porous property of mud pots allowing filtered air flow. But now a daysdahi
prepared from milk faormenting with lactic culture & packed in Plastic pouch.

23
AnandiGroup:

1. Anandi Care Center.

2. Purandar Milk and Agro Products

3. Rajendra Petrol Pumps

4. Silverjubilee Motors

5. Snt.Sopankaka Bank

6. Purandar NagriPatsanstha

7. Shivaji English Medium School

Organizational Structure

The following diagram shows the organizational chart:

SR.No NAME DESIGNATION

1 Mr.ChandrakantNivrutiJagtap Director

2 Mr.PandurangSahebraoKamthe Director

3 Mr.SanjayChandrakantJagtap Managing Director

4 Mr.RajendraMandhare CEO

24
1.3 PROBLEMS OF THE ORGNIZATION

 Cooling and Temperature -: As temperature is a significant effective on the

reproduction of bacteria,the control of milk‟s temperature is a critical issue in
dairy industry.Bacterial spoilage can be prevented by controlling the existing
temperature of the environment.

 Short Shelf Life -: As the milk and milk products do not have ability to long last
because of its chemical ingredients,these products should be prepared,delivered
and consumed in a short period of time.

 Transportation -: As the time and temperature should be maintained the

transportation cost is high compared to other industry in dairy industry.

 Cleanliness and Hygiene -: Milk is consider as a complete food.and it is

consumed by people of every generation so to avoid health hazard food safety
and quality control is also important.

 Marketing -: As there are lots of milk processing units in our country as well as
states to remain consistent in the market industry has to work very hard in
marketing issue.

 Marketing Strategies -: Marketing by using different strategies should be

consider to stay in the market. advertising, market survey, promotion on
television, social media is growing now a days in dairy industry.

25
1.4 COMPETITORS OF THE COMPANY

PurandarMilk and Agro products ltd. has main competitiors in Pune area, which are
given below:

1) Kutwal Foods Private Ltd.

2) SamruddhaJeevan Foods India Ltd.

3) Parag Milk Foods Private Ltd.

4) Someshwar Dairies Private Ltd.

5) Ragunandan Dairy Milk Private Ltd.

6) Kisan Milk Pasteurization Private Ltd.

7) Indapur Dairy and Milk Products Ltd.

8) Modern DudhUtpadakUdhyog Private Ltd.

26
1.5 SWOT Analysis of Purandar Milk and Agro Product Ltd.

1) Strength:

-Huge Demand -: There is huge demand for Anandimilk and milk products in the
market. Milk is very much needed children and people to get many calories, Vitamin
and nutritional. There is increase population in India hence there is increased demand
for products.

-Availability of milk-: Most of the farmers in Purandardist having at least 2 to3 cows
or buffaloes in their home. Hence there is more availability of milk for Anandi milk.

-Brand Anandi -: Anandimilk, AnandiGhee, Anandi Butter Milk etc. Anandiprducts

are well Branded in the market because of their quality.

-Man Power -: There is well experienced ,professionally trained technical employee

are working in the company with minimum experience of 12 years .It helps
organization to maintain the quality of the product.

-Employment-:It provides more employment opportunity to the people. Currently

there are many employees young, enthusiastic employees put their best efforts, which
results in the growth of organization. The brand, images of the firm helps it to enter
new areas quickly.

2) Weaknesses:

-Inadequate transportation-:Bad condition of roads and inadequate transportation

facilities makes milk procurement problematic.

-No cattle form-:Anandi has no cattle from in its own its own it becomes one of the
major weakness of the company.

-Limited Advertisement.

3) Opportunities:

-New product innovation Consumers needs are not constant they are changes
.Therefore it is one type of opportunuities to new product innovation.

27
4) Threats:

-Market uncertainty -: There is a price fluctuation in the market, it may leads to the
demand and there by reduction in profit.
-Competition -: Competitors are coming up with similar product, this is the main
threat posed by the external environment. Many private firms have entered into
Manufacturing of dairy products, there Is a tough competition for Anandi

28
 CHAPTER-2

INTRODUCTION OF THE STUDY

29
INTRODUCTION TO STUDY:

Marketing activities are nothing but how you are going to handle the marketing mix
(Price, product, place, promotion, positioning, people, and physical evidence) in order
to market your product successfully. One of the advantages of the marketing
considerations with a view to finding out how best to allocate their resources. Another
one of the advantages of the marketing activity is that when companies know what
type of marketing plan they want to implement, they can conduct the necessary
research needed to fully implement the plan in conjunction with achieving maximum
customer satisfaction. A well blended marketing activity helps with goal achievement,
which will constitute the companies tactical-tool-kit for establishing strong
positioning in the target markets.

Promotion is the effective tool in every business. The main aim of promotion is to
ensure that customers are aware of the existence and positioning of products.
Promotion is also used to persuade customers that the product is better than
competing products and to remind customers about why they may want to bay. In
fact, promotion has many potential uses in business. It can be used to: Increase sales,
Attract new customers, Encourage customer loyalty, Encourage trial, Create
awareness, Inform Remind potential, customers, Reassure new customers, Change
attitudes, Create an image, Position a product, Encourage brand switching, To support
a distribution channel. There are several five main aspect of promotional mix that
advertisement, sales promotion, public relation, publicity, direct marketing. From the
promotional mix sales promotion is used in many industries as effective tool in many
industries.

“Sales promotion is an activity designed to boost the sales of a product or service for
the short period of time. It may include an advertising campaign, increased PR
activity, a free-sample campaign, offering free gifts or trading stamps, arranging
demonstration or exhibition, setting up competitions with attractive prizes, temporary
price reductions,”.

Seller introduces new product or new brand in the market by the use of sales
promotion. When an economy is going through a recessionary phase, customer
become price sensitive. Marketer can tackle this problem with the help of promotional

30
tools like offering gifts, or discount coupons, gift contests, etc. to the customer.
Excellent techniques can be used to achieve other objectives such as building brand
loyalty or creating product awareness.

Hence the basic purpose of this project is to study the different sales promotion
techniques at purandarmilk& agro products ltd. as well as to introduce other sales
promotion techniques that may male purandarmilk&agro products ltd stand firm in
the market with increased sales and growth. With this study purandar milk& agro
products ltd will also generate new accounts and create a different mark in the FMCG
sector. This study will also reveal the most effective techniques of sales promotion to
entice customer.

31
2.1 BASIC THEORETICAL CONCEPT

Introduction:

Promotion is the process which consumer attracted towards the product and services
of different producer or manufacturers,is called promotion or marketing
communication.This process is inform and reminds the potential consumer about the
product and services of the manufacturers.

Sales promotion is very important component of the marketing,especially the

promotion mix.It focuses on encouraging the potential customer/retailers to buy the
products or services of an organisation, by enhancing its value.

Sales promotion helps in increasing sales for short-term period;however,it is not

helpful enough to generate long-term customer loyalty.

Promotion has come to mean to overall co -ordination of advertising, sales promotion,

publicity, public relations and direct marketing. Promotion is a helping function
designed to make all other marketing activities more effective and efficient.
Advertising and sales promotion are the central elements in a company
communication strategy.

32
 • Type of Sales Promotion Techniques

Sales Promotion Techniques

Consumer Sales Promotion Trade Sales Promotion

Consumer Sales Promotion:

Sales promotions targeted at the consumer are called consumer sales promotions.
Consumer sales promotions encompass a variety of short-term promotional
techniques designed to induce customers to respond in some way. The most popular
consumer sales promotions are directly associated with product purchasing. These
promotions are intended to enhance the value of product purchases by either reducing
the overall cost of the product (i.e., get same product but for less money) or by adding
more benefit to the regular purchase price (i.e., get more for the money).

While tying a promotion to an immediate purchase is a major use of consumer sales

promotion, it is not the only one. As we noted above, promotion techniques can be
used to achieve other objectives such as building brand loyalty or creating product
awareness. Consequently, a marketer‟s promotional toolbox contains a large variety
of consumer promotions.

Trade Sales Promotion:

Sales promotionstargeted at retailers and wholesalers called trade sales promotion

effectively in this trade sales promotion technique are included point-of-purchase
Displays, Advertising Support Programs, Short Term Allowances, Sales Incentives of
Push Money, Promotional Products, Trade Shows.

33
LITERATURE REVIEW

Sales promotion has grown substantially in recent years.There are several reasons for
this dramatic growth in sales promotion first consumer have accepted sales promotion
as part of their buying decision criteria.It provides reluctant decision makers with an
incentive to make choices by increasing the value offered by a particular
brand.Second the increasing tendency of business to focus on short-term result has
helped spur growth in sales promotion which can provides an immediate boost in
sales(Adrian 2004).Product manager also lend to view sales promotion as a way to
differentiated their brand from that of competitors in the short term(George 1998 and
Beri 2006).Third, the emergence of computer technology has enabled manufacturers
to get rapid feedback on the results of promotion. Redemption sales for coupons or
figures on sales volume can be obtained within days. Finally an increasing in the size
and power of retailers has also boosted the use of sales promotion. Historically the
manufacturer held the power in the channel of distribution. Mass marketers utilized
national advertising to get directly consumer creating a demand for the heavily
advertising brand that store could not afford to ignore.With consolidation and the
growth of major retailers chain,however,retailers have gained the power to demand
incentives from manufactures to carry their products.Many sales promotions are
designed to provides benefits to the retailers(Berenson 2004 and Bagavathi 2007).

34
STASTISTICAL TOOLS OF SALES PROMOTION

Discount

Free Sample

Gift

Scheme

Discount-:

Discount may be bulk quantity purchase of milk product or milk by customer they can
discount allow of company bulk quantity of product.

Free Sample-:

Free sample means offering a small quantity of product free in order to persuade
consumers to try the product.This involves distribution of products at free of cost.

35
Gift-:

Companies distributed gifts to gain direct as well as indirect sales promotion

effect.These gifts included pen,calendar,diariesetc.Gifts normally carry the company
name and lo

Scheme-:

No of scheme allow the dealers and customer bulk quantity purchase the dairy
product minimum price or attractive price product.

2.2 NEED OF THE STUDY

Milk is FMCG product which is required for daily consumption. For this different
brands are available in market. As purandaris rural area, in which Anandi is one of the
brand for milk and also several other brands are present in the same. Researcher wants
to study the Sales promotion tools towards Anandimilk in Particular purandar Area.

2.3PROBLEMSTATEMENT:

This is the 1st step in the research methodology. It is very important to define the
statement problem because of saying that “A problem well defined is half solved”.

In this study it is mainly focused on “Sales promotion towards the Anandi Milk”.

In this contest, it is need to evaluate the various factors which are considered while
purchasing the particular product.

36
2.4 OBJECTIVES OF THE PROJECT

4. To study the conceptual background of the Sales Promotion Techniques.

5. To study the awareness of Sales Promotion Techniques of the organization.

6. To study the reasons for the selection of particular brand for consumption

7. To study the effectiveness of the Sales Promotion Techniques applied by the

organization.

8. To suggest, if any, the sales promotional technique to improve the business of the
organization.

2.5 SCOPE OF THE STUDY

The study helps to understanding the sales promotion policies used by Anandi dairy
for marketing of milk in market with the profitability.

The study will help management of Anandi dairy in forming the future policies
regarding sales promotion strategy.

The product of the Anandi milk is used only in saswad,pune city.

The present study has been analyzed through simple statistical tools such as, Table
and Graphs.

37
 CHAPTER-3

RESEARCH METHODOLOGY

38
3.1 Primary Data

Survey Method-:

Primary data uses some survey methods.thereare including some classification of

survey method-:

 Questionnaires

 Personal interview

 Personal observation

In this study the personal interview method adopted for the survey.A structured
questionnarie has prepared & it expected as survey to collect primary data related to
the objective of the study.primary data is collected with the help of interview
techniques.

3.2 Secoundary Data

The secondary data is data,which is collected and compiled from different sources and
are used in research for this study.The secondary data includes material collected
from.

 Internet

 Reference Book

 Previous research based on similar study

Research Methodology

Meaning or research methodology:

Research methodology means the method adopted in studying the problem. It helps in
explaining the tools and techniques used in studying the problems under study. It is
necessary that the researcher should know which tool is used and for what purpose.
Research methodology is a way to systematically show the research problem. The
research methodology not only talk about the research methods but also consider the

39
logic behind the method we sure in the context of our research study and explain why
we are using other so that the research result are capable of being evaluated either by
the researcher himself or by others.

Dfination-:

According to Philip Kotler-:Marketing research is a systematic problem

analysis,model building and fact finding for the purpose of improved decision-
makeing and control in the marketing of goods and services.

According to American Marketing Association(AMA) -:Marketing Research is the

systematic gathering,recording and analysing of data about problem relating to the
marketing of ggods and services.

 Define Research Problem:

A Problem that entails determining what information is needed and how it can be
obtained in the feasible way. In this present study, an attempt is made to find the
effectiveness of sales promotion techniques at Purandar milk and agro production Ltd.

3.3 Research Design

Definition-:

1) Research design is the logical and systematic planning and directing of a piece of
research. - P .V.Young.

2) Research design may be specific presentation of the various steps in the process of
research. - Cook Jahoda.

An architect prepares a blue-print before he approves of the construction. An army

prepares a strategy before launching an attack. An artist makes a design before he
executes his ideas.

40
Type of Research

1. Descriptive Research:-

The type of research chosen for the study is descriptive research. In

descriptive research various parameters will be chosen and analyzing the
variations between these parameters. This was done with to find out the different
sales promotion tools used by purandar milk and agro production ltd.

2. Exploratory research

Exploratory research design aims to get a better understanding of the

problem by solving the concepts. Exploratory research study is literature survey,
surveys, focus groups, case studies.

3. Causal Research

Causal research is a helpful in exploring the cause and effect relationship

of a research problem. Causal research is simply opposite to the descriptive
research.

I this research researcher using Exploratory Research.

3.4 Sampling

 Sample Unit:-

Sample units used for research purpose are;

Customers of purandar milk and agro production Ltd.

 Sampling Method

Convenience sampling is a type of non-probability sampling method in which

selection of units from the population is based on their easy availability and
accessibility to the researcher.

This study is adopted by convenience sampling.

41
 Sample Size:

It refers to the number of items to be selected from the universe to constitute a

sample. For this study 50 customers of Purandar Milk and Agro production Ltd at
saswad. Were selected as the size of sample.

 Area of Study:-

The study was conducted only in the saswadand nearly area.

3.5 Statistical Tools

Tools Used for Data Analysis:

Researcher has analyzed collected data with the help of simple percentage analysis
and Likert Scale.

Percentage Analysis: Percentage refers to a special kind of ratio in making

comparison between two or more data and to describe relationships. Percentage can
also be used to compare the relation terms the distribution of two or more sources
data.

Likert Scale:Likert scale consists of a series of statements where the respondent

provides answers in the form of degree of agreements or disagreements. This
expresses attitude towards the concept under study. The respondent selects a
numerical score for each statement to indicate the degree of agreements or
disagreements. Each such score is finally added up to measure the respondent‟s
attitude.

Tables, Bar graph, Pie chart,Comparative Statement.

42
3.6 LIMITATIONS OF THE STUDY

1. The biggest problem what researcher faced while completing project was customer
and dealer information is highly confidential so organization doesn‟t disclose it
properly.

2. The second problem what researcher noticed that Making appointments to the
management is tough job,because they are very busy.

3. The third problem what researcher noticed that the dairy is offered very limited
number of scheme to customer.

4. While study researcher noticed that the organization was not that much expanded
there were not so much awareness about sales promotion,they use very limited source
of it.

43
 CHAPTER-4

DATA ANALYSIS

44
Table no 4.1: Awareness of the different types of milk products available in
market

Sr.No Particular No of Respondents Percentage (%)

1) Yes 45 90

2) No 5 10

Total 50 100%

(Source:Primary Data)

Awareness types of milk product in market

100%
90%
80%
70%
60%
50%
40%
30% Yes
20% 90% No
10%
0%

10%

YesNo

Interpretation-:

From that survey it was observed that 90% customer aware of the different types of
milk products available in market and remaining 10% customer was not aware of the
different types of milk products available in market.

45
Table no 4.1.1: If Yes, the varieties you known

Sr.No Particular No of Respondents Percentage

1) Milk 34 68%

2) Paneer 20 40%

3) Lassi 21 42%

4) Ghee 17 34%

(Source:Primary Data)

known varieties
80%
68%
70%

60%
50%
Milk
40% 42%
40% Paneer
34%
Lassi
30%
Ghee
20%
10%

0%
Milk Paneer Lassi Ghee

Interpretation

The above table depict that there are 68% customer who was aware about a milk as a
product of the organization. At the same time it has been also observed that 40%
customers was aware about a Paneer. 42% Customers found that the lassi and
remaining 34%, presence of the a Ghee in the market.

46
Table no 4.2: Awareness of the different dairy brand available in market

Sr.No Particular No of Respondents Percentage

1) Yes 42 84%

2) No 8 16%

Total 50 100%

(Source:Primary Data)

Customer awarness in dairy brand market

90%84%
80%
70%
60%
50%

Yes
40%
No
30%
20% 16%

10%
0%
Yes No

Interpretation-:

From that survey it was observed that 84% customer aware of the dairy brand
available in the market and remaining 16% customer are not aware of the dairy brand
available in the market.

There are large number of customer aware of Anandi milk and milk product and
remaining customer aware of other brand milk and milk product.

47
Table no 4.2.1: If Yes, brand are aware of

Sr.No Particular No of Respondents Percentage

1) Anandi 43 86%

2) sonai 12 24%

3) Urja 14 28%

4) Gowardhan 16 32%

(Source:Primary Data)

Available dairy brand in market

32%

1 Anandi
sonaei
Urja
28% 86%
Gowardhan

24%

Interpretation-

From that survey it was observed that 86% customers aware about Anandi brand,
24% customer aware about Sonai brand, 28% customer known about Urja and
remaining 32% customer aware of gowarthan dairy brand.

48
Table no 4.3: reasons to choose brand

Sr.No Particular No of Respondents Percentage

1) Home Delivery 19 38%

2) Easy Availability 22 22%

3) Price 17 34%

4) Quality 20 40%

(Source:Primary Data)

Reason to choose dairy brand

45%
40%
35%
30%

Home Delivery
25%
Easy Availability
20%
38% 40% Price
34% Quality
15%
10% 22%

5%
0%

Home Delivery Easy Availability Price Quality

Interpretation

In the view of above data there are 38% customer purchase Anandi product for the
reason of home delivery 22% customer buy milk product for the reason of easy
availability 34% customer buy milk product for the reason of price and remaining
40% customer buy milk product for the reason of quality.

49
Table no 4.4: A sufficient availability of Anandi milk

Sr.No Particular No of Respondents Percentage

1) Yes 41 82%

2) No 9 18%

Total 50 100%

(Source:Primary Data)

Availability of anandi milk

90%
82%
80%
70%
60%
50%
40%
Yes
No

30%
20% 18%
10%
0%
YesNo

Interpretation:

From the above graph it is clear that majority of customer i.e.82% responded that the
availability of Anandi milk and milk product is sufficient and remaining 18%
customer says did not availability of Anandi milk and product sufficient

50
Table no 4.5: Size of packaging prefer more.

Sr.No Particular No of Respondents Percentage

1) 1000ml. 16 32%

2) 500ml. 26 52%

3) 200ml. 8 16%

Total 50 100%

(Source:Primary Data)

Customer size of packaging prefer

16%

32%

1000ml.
500ml. 200ml.

52%

Interpretation

From survey it was 32% customer purchased 1000ml.52% customer purchased

500ml.16%customer purchased 200ml.milk and milk products. In view of above data
large number of customer purchased 500ml.milk and milk products.

51
Table no 4.6: Awareness about the sales promotion techniques applied by
Purandar milk and agro production

Sr.no Particular No of Respondents Percentage

1) Yes 24 48%

2) No 26 52%

Total 50 100%

(Source:Primary Data)

Aw are n es s a b ou t s al e s p ro mo t i o n to o l s
55%

50%

45%

40%

35%

30%
52%
48%
25%

20%

15%

10%

5%
Yes No

Interpretation

Above data depicts that 52% of the respondents were unaware about effectiveness
sales promotional tools and 48% of respondents positively replied for aware of sales
promotional tool.

52
Table no 4.6.1: If Yes, Techniques known

Sr.No Particular No of Respondents Percentage

1) Discount 16 32%

2) Free Sample 9 18%

3) Gift 3 6%

4) Scheme 5 10%

(Source:Primary Data)

sales promotion technique opinion

10%

6%
32%

18%

DiscountFree SampleGiftScheme

Interpretation

From the above graph it is clear that majority of customer i.e.32% was aware of
discount sales promotion technique 18% customer aware of free sample sales
promotion technique 6% customer gift and remaining 10% customer scheme aware
about sales promotion technique.

53
Table no 4.7: Sales promotion technique really help to boost the sale

Sr.No Particular No of Respondents Percentage

1) Yes 27 54%

2) No 23 46%

Total 50 100%

(Source:Primary Data)

sales promotion technique customer opnion

65%

55%

45%

35% Yes
No
54%
25%46%

15%

5%
Yes No

Interpretation:

The above table show that 54% of respondents was of opinion that sales promotion
techniques really helpful to boost the sales where as it is seen that 46% of respondent
did not feel sales promotion technique as an effective tool promotion to boost the
sales.

54
Table no 4.8: Sales promotion technique of boost the sales

Sr.No Particular No of Respondents Percentage

1) Free Sample 20 40%

2) Price of Product 13 26%

3) Gift 4 8%

4) Discount 23 46%

(Source:Primary Data)

Sales promotion tchinque boost sales

50% 46%
45%
40% 40%
35%
30%
25%
Free Sample
20% 26%
Price of Product Gift
15%
Discount
10%
5%
0%
8%

Free Sample Price of ProductGiftDiscount

Interpretation

From the above graph it is clear that majority of customer i.e. 40% free sample is
effective to boost the sales 26% customer says price of product is effective to boost
the sales 8% customer says that gift is effective to boost the sales and remaining 46%
customer says that discount helps to boost the sales.

55
Table no 4.9: provided price cut offer during festival season

Sr.No Particular No of Respondents Percentage

1) Yes 10 20%

2) No 40 80%

total 50 100%

(Source:Primary Data)

Price cut offer during festivel season opnion

20%

Yes No

80%

Interpretation:

From the abovegraph it is clear that majority of customer i.e.20% replied to purandar
milk and agro production provided price cut offer during the festival season and 80%
customer says purandar milk and agro product provided price cut offer during the
festival season.

56
Table no 4.10: customer opinion Satisfied or dissatisfied with the product of
Anandi milk

Sr.No Particular No of Respondents Percentage

1) Yes 39 78%

2) NO 11 22%

total 50 100%

(Source:Primary Data)

Satisfied or dissatisfied opinion

90%
80%
70%
60%
50%
40%

Yes
78% NO
30%
20%
10%22%
0%
YesNO

Interpretation

In the view of above data there are78% customer was satisfied of anandi milk and
products and 22% customer are dissatisfied of anandi milk and milk products.

57
Table no 4.10.1: If yes, reason for the satisfaction

Particular No of Respondents Percentage

1) Easy Availability 16 32%

2) Price 16 32%

3) Quality 24 48%

4) Taste 9 18%

(Source:Primary Data)

Customer satisfaction
60%

50% 48%

40%
32% 32% Easy Availability
Price
30% quality

20% 18%
Taste

10%

0%
Easy Availability Price quality Taste

Interpretation:

From the abovegraph it is clear that majority of 32% customer satisfied because of
easy availability 32% customer satisfied with price 48% customer satisfied with
quality and remaining 18% customer satisfied because of taste.

58
Table no 4.10.2: If no, reason for the dissatisfaction

Sr.No Particular No of Respondents Percentage

1) Irregular supply 5 10%

2) Highly Priced 5 10%

3) Poor Packaging 3 6%

4) Poor Quality 1 2%

(Source:Primary Data)

Reason for Dissatisfaction

12%
10% 10%
10%

8%
Irregular supply
6%
6% Highly Priced
Poor Pcakaging
4%
Poor Quality
2%
2%

0%
Irregular supply Highly Priced Poor Pcakaging Poor Quality

Interpretation:

From the abovegraph it is clear that majority of customer i. e 10% dissatisfied for the
reason irregular supply 10% customer dissatisfied for highly priced 6% customer
dissatisfied for the poor packaging and remaining 2% customer dissatisfied for the
reason of poor quality.

59
Table no 4.11: Leakage of milk packet problem

Sr.No Particular No of Respondents Percentage

1) Always 1 2%

2) Quite often 5 10%

3) sometimes 13 26%

4) Never 31 62%

(Source:Primary Data)

Leakage of milk packet

70%
62%
60%

50%

40%

30%26%

20%
10%
10%
2%
0%
AlwaysQuite oftensometimesNever

Interpretation

In the view of above data there are 2% customer says that leakage of milk packet
always 10% customer says quite often 26% customer says sometimes and remaining
62% customer says that leakage of milk packet problem never.

60
Table no 4.12: Grade sales promotion technique about Anandi milk.

Sr.No Particular No of Respondents Percentage

1) Excellent 14 28%

2) Good 15 30%

3) Average 15 30%

4) Bad 6 12%

(Source:Primary Data)

Grade sales promotion technique

12%

28%
Excellent
Good

30% Average
Bad

30%

Interpretation

In the view of above data there are 28% customer replied that sales promotion
technique of Anandi milk is excellent 30% customer good 30% customer replied
average and remaining 12% customer replied sales promotion technique of purandar
milk and agro product applied bad.

61
Table no 4.13: Overall experience with Anandi milk.

Sr.No Particular No of Respondents Percentage

1) Excellent 26 52%

2) Good 14 28%

3) Average 8 16%

4) Bad 2 4%

(Source:Primary Data)

Overall expeirence anandi milk

60%
52%
50%

40%

30% 28%

20% 16%

10%
4%

0%
Excellent Good Average Bad

Interpretation

Respondents observed that 52% of respondents rate as „Excellent‟ for overall

performance of Anandi milk.28% of respondents rate as „good‟ and 16% respondents
rate of „Average‟ for the said experience.

Only 4% of respondents replied as „bad‟ experience for Anandi milk products.

62
CHAPTER-5

FINDINGS

63
Findings

1. Researcher observed that 90% customers are aware of the different types of milk
product available in market and large number of customer buy milk.(Refer Table
no 4.1,4.1.1)

2. Consumer aware of different brand available in market and most of consumer

43% buy „Anandi‟ milk product brand.(Refer Table no 4.2,4.2.1)

3. Most of the customers are choosing „Anandi‟ brand because of the quality of
these products.(Refer Table no 4.3)

4. Researcher observed that consumers opinion that the availability of „Anandi‟

milk and milk product is sufficient.(Refer Table no 4.4)

5. Most of the customers are consuming milk. In packet of 500ml milk. The same
consumption pattern observed for the other products too.(Refer Table no 4.5)

6. Researcher observed that 52% of the consumer unaware about sales promotion
technique applied by the „Anandi‟ milk. while 48% of the consumer positively
replied of a aware about sales promotion technique. Discount offered by the
company is the key factor for the consumer to get attracted about the „Anandi‟
product. Free sample, gifts and various scheme also play vital role to make
awareness of a company product in 18%,6%,10%, respectively.(Refer table
6.1,6.1.1)

7. Most of a respondents opinion about the essentially for application of sales

promotion techniques for a boosting of organisation sales.(Refer table no 4.7)

8. Discount 46%,free sample 40% plays key role to boost the sales of the Purandar
Milk and agro production.(Refer Table no 4.8)

9. Availability of customers price during season of festival most of a respondents

are unable to get price cut offer during festival season.(Refer Table no 4.9)

10. Researcher observed that most of consumer are satisfied with the Anandi milk
and milk products.(Refer Table no 4.10)

64
11. It is also observed by the researcher that most of the consumers never face the
leakage problem for the Aandi products. (Refer Table no 4.11)

12. Researcher observed that 28% of the consumers opinion that the grade of sales
promotion technique applied by Anandi milk is excellent. At the same time 30%
of the consumers replied about the grade sales promotion technique „Anandi‟
Milk is good and both.(Refer Table no 4.12)

13. In the view of above data are 52% of the consumer opinion that the overall
experience with Purandar Milk and agro production is excellent. At the same time
28%and 16% consumers opinion that the overall experience with Purandar Milk
and agro production good and average respectively.(Refer Table no 4.13)

65
 CHAPTER-6

SUGGESTIONS/CONCLUSIONS

66
Suggestion

1. The customers are giving more weightage to the sales promotion techniques so
company can improve or boost the sales promotion techniques.

2. Radio mirchi, Big FM can be the suitable media to promote the products.
Sponsorship of the various Events, Trade Fairs will be a better choice for sales
promotion about the Purandar Milk and Agro Production.

3. The pamphlets should be printed in such a way that it should not only advertise
about the milk but also provides the information about the benefits of the
consumption of the product.

In order to attract the Ladies/ Housewife segments, the pamphlets should have some
delicious recipes on the other side of it

4. Special offers should be focused for all the stakeholders like customers, dealers
and retailers at the time of festival like Diwali, Holi etc.

5. Discount coupons should be given to the consumers in order to increase the sales
and frequency pattern of consumption for milk and milk products.

6. Contribution of Social and Digital Media plays vital role in today‟s era. Research
appeals to design the Social Media Campaign to promote the product/s of the
organization.

67
 Conclusion

Researcher studied the effectiveness sales promotion tools for Purandar Milk and
Agro Production Ltd. during Summer Internship project, researcher observed
awareness of sales promotion tools, its effectiveness and also studied this satisfaction
of the consumer for „Anandi‟.

In contribution of role of digital and social media in today‟s life, researcher

proposed it as one of the effectiveness sales promotion tools and it effective
application for the business benefits.

68
 ANNEXURE

Personal Details-:

Name:………………………………………………………….

Age :………

Gendar : Male female

Address:……………………………………………………….

Mobile NO: ………………………………..

Work Details-:

1) Are you aware of the different types of milk products available in market?

Yes No

If yes, the varieties you know

a) Milk b) Paneer c) Lassi d) Ghee

2) Are you aware of the different dairy brands available in the market

Yes No

If yes,the brand you are aware of

a) Anandi b) Sonai c) Urja d) Gowardhan

3) What are the reasons to choose a particular brand?

a) Home Delivery b) Easy Availability c)Price d) Quality

4) Is the availability of Anandi milk sufficient?

Yes No

5) which size of packaging do you prefer

more? a) 1000 ml.

b) 500 ml.

69
c) 200/250 ml.

6) Are you aware about the sales promotion techniques applied by Purandar milk and
agro production?

Yes No

If yes, which are the techniques known to you

a) Discount b) Free sample c) Gift d) Scheme

7) Do you think sales promotion techniques can reallyany help to boost

the sales?

YesNo

8) which sales promotion technique is more effective to boost the

sales?

a) Free Sampleb) Price of product c)Gift d) Discount

9) Have you provided price cut offer during festival season?

Yes No

10) Are you satisfied with the product of Puranadr milk and agro production Ltd.

Yes No

If yes, the reason for the satisfaction

a) Easy Availability b) price c) Quality d)Taste

If no, the reason for the dissatisfaction

a) Irregular supply b) Highly priced c)Poor packaging d)Poor Quality

11) Do you have any leakage of milk packets problem?

a) Always b) Quite often c) Sometimes d) Never

70
12) How do you grade sales promotion techniques at Purandar Milk and agro
Products Ltd?

Excellent

Good

Average

Bad

13) What is your overall experience with Anandi Milk?

Excellent

Good

Average

Bad

.………………………. Thank You………………………….

71
 BIBLIOGRAPHY

Books:

1. Philip Kotler, “Principals of Marketing” 13th edition a south Asian Perspective.

2. Krutishaha and Alan D‟ SouzaAdvertising And Promotion & IMC Perspective.

Websites

http://www.purandarmilk.com,

72