STUDY ON CUSTOMER SATISFACTION STRATEGIES ON

CUSTOMER RETENTION
HERITAGE FOODS LTD
T.RAHUL
REG.0522048060
UNDER VALUABLE GUIDANCE OF

Mrs.D.J.INDIRA PRIYA DARSHINI, MBA,

LECTURER, DEPT. OF MANAGEMENT STUDIES
*MARKETING SPECIALIZATION: Marketing is one of the most sought
specialisations. It is also known as the‘evergreen specialisation’ among the
graduate students

PRODUCT

01 PLACE

04 02
PRICE

03
PROMOTION
 COMPANY PROFILE:

Heritage Foods Limited is engaged in the

dairy business of procurement of milk
from dairy farmers at village level, and
distribution of processed milk and milk
products to 1.5 million households across
11 states in India. It is enabled through
858+ parlours and over 32 distribution
centres at Hyderabad, Bengaluru, and
Chennai. By maintaining strong relationship
with over 0.3 million dairy farmers in
India, Heritage have gained the capacity to
process 2.7 million litres of milk per
day.
 Objective of study:

1. To increase the revenue by attracting

the customers of Heritage.
2. To reach the Heritage goals in long
term.
3. To increase the customer acquisition
and more referrals for Heritage.
4. To help in collecting valuable
feedback from the customers.
5. To enhance the brand image of the
Heritage by creating an awareness of
the existence of the products in market.
*Data Analysis Interpretation:

QUESTION 1: - How likely are you to recommend Heritage products?

a) Very likely b) Likely c) Not likely d) Neutral
*BAR GRAPH:

*INFERENCE : -
From the above graph it is deduced that 58% and 38% of the respondents are “very
likely” and “likely” to recommend HERITAGE products respectively whereas, 2%
of respondents each are “not likely” and “neutral” in recommending the products.
*FINDINGS:

1. Customers like HERITAGE products hence, most of them are likely to

recommend the products to others.

2. More than half of the respondents ranked the quality of the HERITAGE products
with an adjective ‘good’.

3. Not even a single respondent has never purchased a product of HERITAGE

which means the customers are very interested in consuming the products.

4. ‘Ice creams’ and ‘flavoured milks’ are the most frequently purchased products
among the respondents.
*SUGGESTIONS:

1. HERITAGE should put even more efforts in terms of ‘quality.’

2. ‘Attractive packaging’ should be designed by HERITAGE.

3. Maintaining a ‘reasonable and affordable price range’ while create a great

exposure in the competitive market.

4. Customers are very much liking the ice- creams and flavoured milks offered by
HERTAGE.

5. Locating the dispatch centres / outlets in the areas where there is a lot of foot
traffic helps in easy availability of products.
*CONCLUSION:

*The study gives an insight about the opportunity as well as the challenges of
retaining customers. It is noticed that companies cannot hold on to existing
customers when the old strategies are being used.

*From the above it can be concluded that the customers of

HERITAGE are more inclined towards the price part. Therefore, to be able to retain
customers new retention strategies should be used. An organizations’ total output
greatly depends on existing customers
THANK
YOU