COURSE NAME: MASTERS OF MANAGEMENT STUDIES

SUBJECT: MARKETING MANAGEMENT

SEMESTER: II

ACADEMIC YEAR: 2023-24

BATCH: 2022-24

Assignment Title: Marketing Mix Analysis for a Local Business of

Dairy Shop

INTRODUCTION
The store name is SHREE MAA HINGLAJ DAIRY & ICE CREAM CORNER Started by sunil
father . Right now the shop is 15 years old and running successfully. A dairy is a place where milk is
stored and where butter, cheese and other dairy products are made, or a place where those
products are sold. In the more recent past, people in agricultural societies owned dairy animals
that they milked for domestic and local (village) consumption, a typical example of a cottage
industry.

The Dairy Group include in milk, yogurt, cheese, lactose-free milk and fortified soy milk and Yogurt. The
Dairy Group does not include foods made from milk that have little calcium and a high fat content.
Examples of this are cream cheese, sour cream, cream, and butter. And (dairy product comes under the
perishable consumer goods)

ANALYSIS OF THE 4 P’s:

PRODUCT
SHREE MAA HINGLAJ DAIRY & ICE CREAM CORNER there was a lot product that they selling Cow
milk, Buffalo milk, Amul milk, Yogurt, Butter, Ghee , cheese, Paneer, cream, Lassi , Shree khand , Cold
drink, Bread, Maws, Ice cream , ETC. There products has been daily process and they continue changing
product and healthy products of human consumption and there daily products good quality and quantity
PRICE

PRODUCT NAME PRODUCT PRICE LITRE/KG

Cow milk 50 rupees Per litre
Buffalo milk 70 rupees Per litre
Paneer 320 rupees Per kg
Yogurt 100 rupees Per kg
Ghee 600 rupees Per kg
Mawa 400 rupees Per kg
Cold drink 95 rupees Per litre

The most expensive product is ghee . And the least expensive product is cow milk.

The total number of milk sell in a day is 5000 litre per day .

PLACE

Distribution channels
The dairy product like milk comes for vasai – virar area . This product comes on shop on a
daily basics . and other product like ice cream or any brand product are taken form directly to the
company. Some product like mawa and yogurt are made in shop .

Shree maa hinglaj dairy is also a wholesaler . It supply different type of product to the retailes at
wholesale price .

Location
When we ask the person why you choose this place to start a dairy business ?

The person told us that at that time there is a not single shop of dairy in market and also shop was in a
middle of market place.
PROMOTION

Free home delivery of milk

Poster on special occasion ( Diwali, holi etc.)

Word of mouth ( trust)

Time to time offers

Discount on big orders ( like marriage)

PRODUCT MARGINS
For example 1 litter of Amul milk sold in rupees of 56 and its earning or margin will be 4
rupees.

COMPETITION

When we ask him about competition he told us that in wholesale business the competitor
effect is very less but as a retailer due to increase of dairy shop in market area it effects on a business
and there business start when they no know about this business because they have family business and
they also have trusted customer who buying daily products on that shop and they know each other and
they have trust that customer but they have competition but they don’t effect that shop.

RECOMMENDATION

The person should have a web site by the name of store and also he should register his shop in google .
CONCLUSION

Drawback –

1) Milk and water ratio

{ having more water in milk}

2) Open milk get spolied after 2-3 days.