1. A
Project Report
On
“Market Potential of Sudha Milk in Gaya”
At
Magadh Dairy Project, Gaya
Under The Guidance of
Mr. Rakesh Sukla (MD)
[M.D (Marketing & Training), Sudha, Gaya (Bihar)]
In Partial Fulfillment of the Requirements
For the award of
“Post Graduate Diploma in Management”
Submitted To :
Submitted By :
Prof. Arun Kumar Singh
Prasenjit Kumar
(Associate Prof. AIMT)
Roll:DM1214260
Greater Noida
ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY, PLOT NO. 49,
KNOWLEDGE PARK 3, GREATER NOIDA- 201306 (UP)
July 2013
1

2. 2

3. CERTIFICATE OF ORIGINALITY
I_____________________________________ Roll No ______________________of
2013, is a fulltime beneficed student of first year of PGDM Program of Accurate Institute
of Management & Technology, Greater Noida. I hereby certify that this project work
carried out by me at _____________________________________________________
the report submitted in partial fulfillment of the requirements of the program is an
original work of mine under the guidance of the industry mentor __________________
and the faculty mentor ______________________________________________and is
not based or reproduced from any existing work of any other person or on any earlier
work undertaken at any other time or for any other purpose, and has not been submitted
anywhere else at any time
(Student's Signature)
Date:……………………………..
(Faculty Mentor’s Signature)
Date :……………………………..
3

4. ACKNOWLEDGEMENT
No research can blossom from single person‟s mind without proper guidance, assistance and
inspiration from various quarters. My project was given its present shape by assistance of many
people whom I am greatly indebted to. I express my gratitude and indebtedness toward the
people who helped me during my project work.
This project report is a result of endless effort & immense degree of oil by many great minds. It
was pleasure to work in one of the most valuable F.M.C.G Company like MAGADH DIARY
PROJECT (SUDHA).
I express my humble gratitude towards Mr. K.K SHARMA Chief executive of MAGADH
DIARY PROJECT (SUDHA) Gaya who treated me as a guide depot for giving me a chance to
pursue my summer training in a prestigious company.
I express my special thanks to Mr. Shukla, General Manager (Marketing), Magadh diary project
Gaya Bihar. Who always gives me the guidelines time to time during my summer training and
they help me for the completion of my project.
I am also thankful to Mr. A.K PANDEY (MANAGEMENT REPRESENTATIVE) for providing
me proper inputs and guidance.
I would like to dedicate this work to my revered institute AIMT, Greater Noida where I am
getting the shape of future business manager.
I express my sincere gratitude to Prof. Arun Kumar singh faculty of AIMT, Greater Noida for
their support and guidance on the ground of which I have acquired a new field of knowledge.
Last but not least, I express my gratitude to my parents who financed this project and have been a
moral support to me during this project.
PRASENJIT KUMAR
ENR.NO. DM1214260
4

5. EXECUTIVE SUMMARY
I, Prasenjit Kumar
felt privileged to be a part of Accurate Institute of Management &
Technology, Gr. Noida. I did my summer internship training in Magadh Dairy Project (Sudha) a
FMCG sector company. My project title is “MARKET POTENTIAL OF SUDHA MILK IN
GAYA”
The project‟s basic objective is to analyzing the anti sudha behavior of retail outlets under the
distributorship of Gaya.
In this project I surveyed in areas of No. table of figures entries found.Shukla Sales and
asked selected questions to the outlet owners who were either not selling sudha products or
selling in very less quantity.
Out of my project I learnt these things: Sudha should understand the expectations of people If one wants to grow in FMCG sector one
should keep the following factors in mind that the products are easily available to the consumers,
to improve the quality of products from time to time, competitive services should be provided to
the retailers, the price of the product should be low and last but not the least the visibility and the
promotional strategy should be such that it hits people‟s mind.
5

6. CONTENTS
Title
1.
Page No
Company Information
1.1. Introduction
7- 10
1.2. Company Profile
11- 13
1.3. Vision & Mission
14
1.4. Organizational Structure
15 - 16
1.5.Sudha milk Product
17 - 18
1.6. Manufacturing Process
19 - 22
1.7.Award and Recognitions.
23
1.8.SWOT Analysis
24
2.
Literature Review
25
3.
Research Method
26 – 29
3.1 Research Problem
26
3.2 Research Objective
26
3.3 Scope of the Study
26
3.4 Research Methodology
27 - 28
3.4.1 Research Design
28
3.4.2 Sampling Design
28
3.4.3 Data Collection
4.
28 - 29
Data Analysis and Findings /Results
4.1 Data Analysis
29 - 43
4.2 Finding/ Result
5.
44
Conclusions, Limitations & Suggestions
45 - 46
Bibliography
47
Questionnaire
48 - 52
6

7. Chapter -1
Company Information
1.1.
INTRODUCTION
Dairy enterprise is an important occupation of the farmer. In India, nearly 70% of the people
depend on agriculture. It is the backbone of India. It is mainly a rural occupation closely
associated with agriculture. More than 2,445 million people economically active in agriculture in
the world, probably 2/3 or even more ¾ of them are wholly or partly dependent on livestock
farming. India is endowed with rich flora & fauna & continues to be vital avenue for employment
and income generation, especially in rural areas. The dairy sector in the India has shown
remarkable development in the past decade and India has now become one of the largest
producers of milk and value-added milk products in the world. The dairy sector has developed
through co-operative in many parts of the state. Traditionally, in India dairying has been a rural
cottage industry. Semi-commercial dairying started with the establishment of military dairy
farms and co-operative milk unions throughout the country towards the end of the 19th century.
In earlier years, many households owned their own „family cow‟ or secured milk from neighbors
who had one. With the increase in urban population fewer households could afford to keep a cow
for private use & moreover there were other problems also like the high cost of milk production,
problem of sanitation etc. restricted the practice; and gradually the family cow in the city was
eliminated and city cattle were all sent back to the rural areas. Gradually farmers living near the
cities took advantage of their proximity to the cities & began supplying to the urban population;
this gave rise to the fluid milk –sheds we see today in every cities of our country. Prior to the
1850s most milk was necessarily produced within a short distance of the place of consumption
because of lack of suitable means of transportation and refrigeration. The Indian Dairy Industry
has made rapid progress since Independence. A large number of modern milk plants and product
factories have since been established. These organized dairies have been successfully engaged in
the routine commercial production of pasteurized bottled milk and various Western and Indian
dairy products. With modern knowledge of the protection of milk during transportation, it
became possible to locate dairies where land was less expensive and crops could be grown more
economically. In India, the market milk technology may be considered to have commenced in
1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product
technology in 1956 with the establishment of AMUL Dairy, Anand. Indian dairy sector is still
7

8. mainly an unorganized sector as barely 10% of our total milk production undergoes organized
handling. Beginning in organized milk handling was made in India with establishment of
Military Dairy Farms. Handling of milk in co-operative Milk Unions established all over the
country on a small scale in the early stages. Long distance refrigerated rail-transport of milk from
Anand to Mumbai since 1945 pasteurization and bottling of milk on a large scale for organized
distribution was started at Aarey (1950), Calcutta (Haringhata, 1959 ), Worli (1961),
Madras(1963) etc. establishment of Milk Plants under the Five-Year plans for Dairy
Development all over India. These were taken up with the dual object of increasing the national
level of milk consumption and ensuing better returns to the primary milk producer. Their main
aim was to produce more, better and cheaper milk.
NATIONAL DAIRY DEVELOPMENT BOARD (NDDB):
The National Dairy Development Board was created to promote, finance and support producerowned and controlled organizations. NDDB‟s programs and activities seek to strengthen farmer
cooperatives and support national policies are favorable to the growth of such institutions.
Fundamental to NDDB‟s efforts are cooperative principles and the Anand pattern of cooperation.
A commitment to help rural producers help themselves has guided the Dairy Board‟s work for
more than 30 years. This commitment has been rewarded with achievements made by
cooperative dairies in milk production, employment generation, and per capita availability of
milk, foreign exchange saving and increased farmer incomes.
The National Dairy Development Board (NDDB) has replaced exploitation with
empowerment, convention with modernity, stagnation with growth and transformed dairying into
an instrument for the development of Indian farmers.
The National Dairy Development board was created in 1964 in response to the Prime Minister
Lal Bahadur Shastri‟s call to “transplant the spirit of Anand in many other places”. He wanted
the Anand model of dairy development- with institutions owned by rural producers, which were
sensitive to their needs and responsive to their demands-replicated in other parts of the country.
The Board‟s creation was routed in the conviction that our nation‟s socio-economic progress lies
largely on the development of rural India.
Thus NDDB‟s mandate is to promote, finance and support producer-owned and controlled
organizations. NDDB‟s programs and activities seek to strengthen farmer cooperatives and
support national policies that are favorable to the growth of such institutions.
8

9. NDDB believes that the 7,000-crore(Rs.70-billion) milk cooperative market is getting much
more competitive and wants to strengthen the position of cooperatives through a multi- pronged
action plan with an outlay of Rs. 800 crores (Rs.8-billion). This includes using MDFL to enter
into 51:49 joint venture companies with state cooperative federations to assist them with
marketing value added products and to help them in other ways to become self-reliant
enterprises.
Co-operative companies playing in Dairy industry and its brands:
STATES
CO-OPERATIVE UNIONS
BRANDS
Andhra
Andhra Pradesh Dairy Development co-operative
Vijaya
Pradesh
Federation Limited(APDDCF)
Bihar
Bihar State Co-operative Milk Producers Federation
Sudha
Limited(COMPFED)
Gujarat
Gujarat Co-operative Milk Marketing Federation
Amul, Sagar
Limited(GCMMF)
Haryana
Haryana Dairy Development co-operative Federation
Vita
Limited(HDDCF)
Himachal
Himachal Pradesh State Co-operative Milk Producers
Pradesh
Federation Limited (HPSCMPF)
Karnataka
Karnataka Co-operative Milk Producers Federation
Nadine
Limited(KMF)
Kerala
Kerala State Co-operative Milk Marketing Federation
Milma
Limited (KCMMF)
Madhya
Madhya Pradesh state Co-operative dairy Federation
Sanchi,
Pradesh
Limited(MPCDF)
Shakti,Sneha
Orissa
Orissa State Co-operative Milk Producers Federation
Omfed
Limited (OMFED)
Utter Pradesh
Pradeshik Co-operative dairy Federation Limited(PCDF)
Parag
Punjab
Punjab State Co-operative Milk Producers Federation
Verka
Limited(MILKFED)
9

10. Rajasthan
Rajasthan Co-operative Dairy Federation Limited(RCDF)
Saras
Tamil Nadu
Tamil Nadu Co-operative Milk Producers Federation
Aavin
Limited(TCMPF)
West Bengal
West Bengal Co-operative Milk Producers Federation
Benmilk
Limited(WBCMPF)
Goa
Goa State Co-operative Milk Producers Union Limited
Goadairy
Jammu
Jammu Co-operative Milk Producers Federation Limited
Jamfed
Pondicherry
Pondicherry Co-operative Producers Union Limited
Ponlait
Sikkim
Sikkim Milk Producers Union Limited
Sikkimilk
Tripura
Tripura Co-operative Milk Producers Union Limited
Gomati
10

11. 1.1. Company Profile
NAME OF THE COMPANY
BIHAR STATE COOPERATIVE MILK PRODUCERS
FEDERATION LTD. (COMPFED) SUDHA
ORGANISATION
:: COMPFED
Head Office
:: Bihar State Milk Co-operative Federation
Ltd.
PO-B.V. College
PATNA - 800 0014
BIHAR, INDIA
Chairman
:: Shri. ShashiShekhar Sharma, IAS
Managing Director
Phone
Smt. HarjotKaur, IAS
::
Chairman
+91- 612-2217543
Managing Director
+91-612-2227451
EPABX
+91-612-2228953,2224083,2228347,2220387
Product Marketing Cell
+91-612-2222126
Fax
:: +91-612- 2228306
E-mail
:: comfed.gaya@gmail.com
Website
:: www.compfed.co.in
Chief Executive
Sri K.K.Sharma
Gaya Dairy
Tel:0631-2425900,2421741
Katari Hill Road
Fax:0631-2427121
PO-Karimganj
Mobile:9334734630
Gaya-823001
11

12. HISTORY OF MAGADH DAIRY PROJECT GAYA DAIRY (GAYA)
Sudha: The origin
The mighty Ganges at its origin is but a tiny stream in the Gadgetry ranges of the Himalayas.
Similar is the story of Sudha which inspired 'Operation Flood' and heralded the 'White
Revolution' in India. Father of white revolution is Dr. Vargiskurian (1973) it began with two
village co-operatives and 250 liters of milk per day, nothing but a trickle compared to the flood it
has become today. Today Sudha collects processes and distributes over a million liters of milk
and milk products per day, during the peak, on behalf of more than a thousand village
cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the
aspirations of generations for Moksha, Sudha became the symbol of the aspirations of millions of
farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.
The start of a revolution:
The revolution started as awareness among the farmers that grew and matured into a protest
movement and the determination to liberate themselves. Over four decades ago, the life of a
farmer in Kaira District was very much like that of his counterpart anywhere else in India. Its
income was derived almost entirely from seasonal crops. The income from milk buffaloes was
undependable. The marketing and distribution system for the milk was controlled by private
traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they
were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the
one who gained was the private trader. Gradually, the realization dawned on the farmers that the
exploitation by the trader could be checked only if marketed their milk themselves. In order to do
that they needed to form some sort of an organization. This realization is what led to the
establishment of the Bihar state Cooperative Milk Producers' federation Limited (popularly
known as Sudha) which was formally registered on December 14, 1946.
The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An
assured market proved a great incentive to the milk producers of the district. By the end of 1948,
more than 400 farmers joined in more village societies, and the quantity of milk handled by one
Union increased from 250 to 5,000 liters a day.
Mr. Shukla, General Manager (Marketing), Magadh diary project Gaya Bihar, in conversation
with Mr. Santosh sinha explains Sudha‟s retailing plans and expansion strategies. The Bihar State
Co-operative milk producer‟s federation limited (COMPFED) has achieved 18 per cent growth
12

13. during 2011-12 to close the year with a Rs 2,882 crores turnover, so it has been an enthusiastic
year for Sudha.
The March closing was exceptionally good as an overall growth was witnessed across all our
dairy products. What percentage of this growth would you attribute to business garnered from the
organized retail segment in India? As far as COMPFED is concerned, the contribution from the
organized retail segment would be negligible, say about 2-3 per cent. Except for a few cities like
PATNA and RANCHI, the actual penetration of the organized retail segment is not really
significant in other parts of India. These outlets would not fall in the organized segment but
rather in the traditional unorganized one. Portfolio would be enhanced if these new products are
present in organized retail formats.
Sudha reigns in the milk market with a dominant share of almost 35 percent volume share as per
industry estimates.
For the Bihar state Co-operative Milk Federation limited (COMPFED), which markets milk
products under the Sudha brand, is aggressively focusing on taking the brand to overseas
markets.
With an eye on both consumer (which includes products such as cheese, butter, ghee and
shrikhand and commodity (skim milk and butter oil) exports, COMPFED is targeting export
revenues of about Rs 200 crores this year.
Background
BIHAR STATE COOPERATIVE MILK PRODUCER FEDERATION (COMPFED) came
into existence in 1983 as the implementing agency of Operation Flood
Programme of dairy development on Anand pattern in the state. All the operation of Bihar State
Cooperation was handed over to COMPFED.
13

14. 1.4. VISION& MISSION
VISION:Expanding leadership in business through people, keeping pace with market trends and technology.
MISSION :-
BUSINESS

Lead the Industry rate of growth

No. 1 in profit in Industry

Global Trust

Trusted Partner

Reliable & Cost effective Solutions/ services

Customer acquisition/expansion

Top 3 preferred employer

Learning Organization

Digital way

Technology Excellence

Introduction of new Solutions/Services

World Class Products

Best in Class Organization

Business & Service /Product delivery
CUSTOMER
EMPLOYEES
TECHNOLOGY
PROCESSES
14

15. 1.5. ORGANIZATIONAL STRUCTURE
COMFED
CHAIRMAN (IAS)
MD (MANAGING DIRECTOR)(IAS)
GM (GENERAL MANAGER)
ASSISTANT MANAGER
MANAGER
DEPUTY ASSISTANT MANAGER
DEPUTY MANGER
ASSISTANT MANAGER
 TECHNICAL OFFICER
 MILK PROCUREMENT OFFICER
 FODDER DEVELOPMENT OFFICER
EXECUTIVE MANAGER (HEAD OF BRANCH DAIRY)
PROCESSING
MARKETING
15
EMPLOYEE

16. OUTLETS:
GAYA DAIRY ORGANIGATOIN STRUCTURE:-
K.K. SINHA (EXCUTIVE. OFFICER)
A.K PANDEY (MANAGEMENT REPRESENTATIVE/ FINANCE DEPARTMENT)
SANTOSH KUMAR (MARKETING DEP.)
J. RAI ( MARKETING ASST)
NITISH GOSHWAMI(JR. MARKETING OFFICER)
JOB ON CONTRACT:
BRAJ BHUSHAN KR. NIRALA(COMPUTER IN CHARGE)
RAJU(COMPUTER OPERATOR)
SUDAM (SERVICE BOY)
16

17. 1.6.
Sudha Milk Product
MILK AND MILK PRODUCTS
Our products are available in market under brand name “Sudha”. These products are produced
keeping in view the taste and preferences of consumers. Our main products are as follows:Milk: Sudha cow milk
 Sudha gold milk
 Sudhashakti milk
 Sudha healthy milk
 Sudha smart milk
 Sudhalite milk
Milk Products: Sudha Ghee
 Sudha Ice-Cream
 SudhaMisti-dahi
 SudhaPeda
 SudhaPaneer
 Sudha special
 SudhaKalakand
 SudhaRasogulla
 SudhaGulabjamun
 Sudha Plain-curd
 SudhaLedikeni
 SudhaBalusahi
17

18. New Product Launches: Sudha cool sip
 SudhaMattha
 Sudha milk honey
 Sudha milk powder
18

19. 1.7.PROCESSING INFRASTRUCTRE:-
There are twelve dairy plants with total handling capacity of 8.30 lakh lts/day process facility, 8
chilling centers, 10 bulk coolers provide additional chilling capacity which caters to markets of
Bihar and Jharkhand. Most of these dairies are
ISO/HACCP certificate.
For conserving surplus milk solids, one powder plant is functional at GAYA and another one is
coming up at Patna. COMPFED has three cattle feed plants for meeting the entire feed demand of the
Dairy Co-operative societies. Ranchi cattle feed plant produces a variety of feeds for cattle, pig,
fishes etc.
Processing Capacities
Name of the Plant
Capacity(TLPD)
Management
Patna
150.0
VPMU
Barauni
200.0
BMU
Muzaffearpur
150.0
TMU
Samastipur
200.0
MMU
Arrah
100.0
SMU
Jamshedpur
100.0
COMFED
Ranchi
100.0
COMFED
Bokaro
100.0
COMFED
Gaya
55.0
COMFED
Purnia
10.0
BMU
Kaimur
10.0
SMU
Gopalganj
10.0
TMU
Total
1190.0
19

20. Milk Chilling Centers/Bulk Coolers
Chilling centre
Capacity(TLPD)
Mgmt.
Hajipur
60.0
VPMU
Sitamarhi
20.0
TMU
40.0
BMU
Khagaria
Rosera
20.0
MMU
Darbhanga
20.0
MMU
Kochas
10.0
SMU
Dumraon
10.0
SMU
Motihari
10.0
TMU
Total
190.0
Bulk Coolers
Bulk Coolers
Capacity(TLPD)
Mgmt
Biharsharif
12.0
VPMU
Ekangarsarai
5.0
VPMU
Asthawan
7.0
VPMU
Gopalganj
4.0
TMU
Saharsa
2.0
DRMU
Lakhisarai
5.0
DRMU
Jehanabad
5.0
COMFED
Daltanganj
4.0
COMFED
Others
136.5
Total
180.5
20

21. Other Plants
Plant
Capacity
CFP, Patna
100 MTD
CFP, Ranchi
100 MTD
CFP, Kanti,Muz'pur
60 MTD
Ice-cream plant,Patna
3TLPD
PRODUCTIVITY ENHANCEMENT:-
Increasing the number of Artificial Insemination Centers from existing 1108 to 2454.
Increasing the production capacity of cattle feed plants from existing 155
Metric Ton per day (MTD) to 660MTD.
QUALITY TRACKING
Systems have led to the introduction of consumer friendly and upgraded packaging at lower costs,
without compromising quality.
PROCESSING INFRASTRUCTURE
There are twelve dairy plants with total handling of 8.30 lakh Its./ day processing facility ,8 chilling
centers, 10 bulk coolers provide additional chilling capacity of 2.42lakh./day. there is one ice-crem
plant at patna of 3000 its/day capacity which catters to market of Bihar & Jharkhand . Most of these
dairies are ISO/HACCP certified.
For conserving surplus milk solid, one powder plant is functional at GAYA and another is
coming up at Patna .COMPFED has three cattle feed plant for meeting the entire feed demand of the
dairy cooperative societies. Ranchi cattle feed plant produces a variety of feed for cattle, pigs, fish
etc.
MILK MARKETING
21

22. The dairy average marketing of liquid milk in 2011-12 was 6.5 lakh liter/day. Marketing of milk and
milk products is being done in 84 cities /towns through 6319 (including 405 whole day booth / parlor
) Outlets in Bihar/Jharkhand/ West Bengal and U.P.
MILK PRODUCT MARKETING:-
With a view to improve the financial viability of dairies, broaden the Product mix to serve a large
section of the population and improve the disposal of milk procured by the Dairy Co-operative
Society (DCS), The dairies have resorted to the production of long life, value added And fresh milk
products.
FUTURE PLANS BY 2015
(a).DCS ORGANISATION
(b).Increasing the coverage of village 18% to 49%
(C).Expanding the dairy co-operative network to 15000 DCS
(d).Bringing 10.0 lakh rural families under co-operatives.
(e).Milk procurement to reach 19.25 lakh kg/day.
(f).Milk marketing to reach 16.00 lakh Its/day
22

23. 1.8. AWARDS AND RECOGNITIONS
One lady AI worker of mithila milk Union honored by The National commission of Woman
Vaishali partiliputra milk Union awarded with productivity Award in 2001-02 and 2005-06.
Baurani Dairy was honored with national Best public Utility Service Award.
Muzafferpur Dairy was honored with National productivity Award for the year 1994- 95, 2006-07,
and Patna Dairy for the Year 2000-01, 2001-02 and 2005-06.
Ratan Manbhaghangama DCS of GAYA Milk Union was awarded with “CO-Operative Excellence
Award 2004” by Ministry of Agriculture Government of India.
23

24. 1.9 SWOT Analysis.
STRENGTH:1) Good market penetration.
2) Motivated channel partner.
3) Well defined routes.
WEAKNESS:1) Complaint handling was not up to mark.
2) Supply in certain area is very irregular and also route agents are not covering full routes.
3) Poor signage and display is making the routes week for the sale of Sudha product.
4) Interpersonal relationship with the company officials and the route agent is not satisfactory
OPPORTUNITY: It is observed that in some newly establishing areas many new outlets are opening , sudha needs
to concentrate on these new outlets and can
 Gradually increase their sales in these are large number of mix outlets can be changed to sudha
exclusive and raj exclusive to mix only areas.
THREATES:1) Raj, Amul, Paras are the nearest competitor and it is catching up in the market penetration
through price skimming and other promotional scheme.
24

25. Chapter 2
REVIEW OF LITERATURE:
Perception & exception level of the consumer towards milk has become an important area for being
explored because this is one section where organizational unit is primarily concerned.
The hypothetical assumption of this report is that the consumers have a positive perception & linking
towards the branded milk “sudha” & this area could be explored further for the purposes of gaining
large market share. Hence, this is one section which could be explored & penetrated for purposes of
gaining greater mileage.
The other assumptions are -:
-To study the milk marketing which are available in the market.
- To study the consumers as well as dealers perceptions towards the market.
Also, the total study conducted by us is based on assumptionsbeliefs that sudha owners have a
strong sense of satisfaction because of various reasons especially from the point of view of milk
marketing of all varieties. My entire study has been designed to test the level of hypothetical
assumptions i.e. the concept of user‟s preference level.
Whatever has been explained above indicates in short the pathways which I have adopted for
conducting this main project training report & the succeeding chapters in their support would give a
clear indication about the study at large & the analysis would give us an idea about the resultant
outcome of the study
25

26. Chapter 3
RESEARCH METHODOLOGY
3.1. Research Problem
Sudha dairy has lots of competitor in GAYA such as Raj, Amul, etc. Thus to satisfy the competitive
environment & increase in sale of its products among others competitors lots of purchasing stage are
being changed from time to time in order to have max customer satisfaction & hundred percent
customer retention.
So to increase the buying power of customer & increase in the sales of the products &raise as
much revenue as possible is the biggest issue that the organization is facing among its
competitors.
3.2. Research objective
The main objective of the study in this project we are going to study the following:
 To find the level of sales at the retail outlets in comparison to Other & brand
 To investigate Market potential of Sudha Dairy Product in Gaya.
 To know the preference of Customer and Retailer towards SUDHA milk.
 To analyse the popularity and awareness level amongst the Customers and Retailer.
3.3. Scope of the Study
The main scope of this study is to ascertain the effectiveness of Market potential of Sudha milk
and various methods to increase the Sales Volume of the concern. The methods include regular
information to the buyers creating a brand position in the market and taking measures to make the
brand remain in its position. One of the important aspects of this study is also to increase the
market segment for the product
26

27. 3.4. Research Methodology:
Observation method

Experimental method

Survey method
Under Research Methodology there are three types of methods for market potential research. They
are as follows:
a) The observation method
b) The experimental method
c) The survey method inclusive of panel method.
In observation method data are collected on the direct observation. No talks take place. By
observing the person the analysis makes the inventory as to product used by him at his home or kept
as retailers stocks. In experimental method it is based on the concept that small-scale experiment is
useful to indicate the expectations of large-scale experiment
The
survey
method
information
is
gathered
directly
from
individuals
three
ways:
1.Telephone
2. E-Mail
3. Personal Interview
The survey method is also mentioned as the “Questionnaire Technique” they are also segregated by:
1)In factual survey
2) Opinion survey
3) Interpretative survey
or my project point of view, the method mainly used are:
1) Survey by route ride
2 )Personal interview by questionnaire technique.
1. The survey method by route ride I usually went with sudha van also with salesman. I met the
retailers from outlets to outlets. This survey method helps me a lot to Understand about the
distribution system and to understand the problem of retailers and other people.
27

28. 2. In addition to the personal interview by questionnaire technique. In this survey method I saw that
the respondent was shown the exhibit and advertisement to give his personal opinion and attitude. In
this method the direct interaction of occurred with the retailers and I could collect the reliable
information from them it has also cost disadvantage that‟s why some were difficult to covered.
METHODOLOGY:
Methodology is a systematic way to undertake the study. It may be understood as a science of
studying how study is done. In fact, success of the research project depends entirely on the data and
therefore the methods employed in the collection of the data.
3.4.1. RESEARCH DESIGN:
Research design indicates the methods of research i.e., the methods of gathering information and
methods of sampling. Research design in the study is descriptive analytical research. It is designed to
describe something, such as demographic characteristics or who use the product.
3.4.2. SAMPLING TECHNIQUE:
The sampling techniques involved in this project are convenience sampling technique. The
respondents were interviewed at various places like residence and outlet shop of milk products.
SAMPLING PLAN:
1. Sampling unit: sampling unit consist of consumers and retailer, it mainly comprises of
consumers and retailer in Gaya.
2. Sampling method: convenience sampling method.
3.
Sample size: It consists of 100 consumers and 25 retailer.
3.4.3. DATA COLLECTION METHODS:
1.) Primary Data:
28

29. In this method the various information are gathered for the very first time or we can say that
it is a way of getting first-hand information. Primary data is gathered by interview,
questionnaire. This primary data collection was major part of field survey.
2.) SECONDARY DATA:
Data which are already available and it may provide ready information relevant to the study
is called secondary data.
The information collection process and methodology which I followed secondary data with
the help of Internal source (Life history, Letters, Diaries and Memory), External Sources
(Book, Business Journals, Websites etc.) and other such modes of information generation.
QUESTIONNAIRE DESCRIPTION:
The questionnaire was prepared consisting of structured and non-disguised. The questions were
logically and sequentially arranged in the questionnaire so the proper and authentic information can
be obtained from the respondents without any anomalies from the part of the respondents provided
corrects response can obtained.
Researcher had asked 16 questions from the customers And 12 question from Retailers. In this way
Scope of the Study Researcher collect the data which is helpful for company to know about the
market Potential.
29

30. Chapter 4
DATA ANLYSIS & FINDING /RESULT
4.1. Data Analysis & Interpretation
METHODS OF ANALYSIS:
In order to analysis the data obtained from questionnaire various statistical tools were used
like the percentage, charts were used.
DATA COLLECTION
The available & quality of information is mainly dependent on the sources of information. This
study is mainly based on primary & secondary data sources. The primary data has been collected on
the basis of a structured schedule drawn up by us on approval from sudha management. The
response has been gathered from the dealers & consumers to get more reliable information.
The secondary data has been collected from Sudha‟s website, internal files, documents, internal
magazines & on the basis of discussion I had.
Tools of Representation:The Researcher represents the data analysis using as a tools like Data Table‟s and Pie Chart.
30

31. Analysis and interpretation for customer:1. Occupation of consumers surveyed
Options
no. of respondent
Percentage
House wives
22
22%
Student
14
14%
Self employed
21
21%
Public sector
28
Privet sector
15
28%
15%
From the above analysis it is interpreted that most respondent were public sector employee with
28%, self-employed 21%, house wives 22%, private sector employee15% while 14% are student.
2. Analysis of Customer Family Strength.
Family Strength No of customer
%
2 to 4
30
30
4 to 6
40
40
6 to 8
20
20
>=8
10
10
Family strength
2 to 4
4 to 6
6 to 8
>=8
From the above analysis it is interpreted that customers Family strength with highest 40% 4 to 6,
31

32. 30% 2 to 4, 20% 6 to 8 and 10% >=8.
3. Regular user of packed milk & the information in this regard would be of any use
Options
no. of respondent
Percentage
Yes
79
79%
No
21
21%
Above analysis says that 79% of customer is regular user of sudha and find information in this regard
valuable while 21% are not.
4. Analysis of customer milk consumption per day normally.
Family Strength No of customer
Milk Ltr
%
2 to 4
30
0-2
30
4 to 6
40
2-4
40
6 to 8
20
4-6
20
>=8
10
>=6
10
Milk Consumption by Customer
0-2 Ltr
2-3 Ltr
3-4 Ltr
>=4 Ltr
5. Analysis of customer preference about brand
32

33. Brand
respondent
%
Sudha
86
86%
Raj
5
5%
Amul
2
2%
Paras
5
5%
Local Product
2
2%
customer Preference
Sudha
Raj
Amul
Paras
From the above analysis it is interpreted that customers preference about brandwith highest 86%
sudha,5% Raj, 2% Amul, 5% paras and 2% Local product.
6. Analysis of customer preference to milk of sudha.
Options
respondent
percentage
Quality
22
22%
Price
20
20%
Convenience
35
35%
Taste
5
5%
Brand
18
18%
33

34. From the above analysis it is interpreted that customers find convenience with highest 35%, quality
22%, price20%, brand18% and taste 5% while purchasing the sudha‟s product.
7. To find out that in case of some event or festival or weekend which brand of milk is
preferred.
Option
Respondent
Percentage
Sudha
86
86%
Raj
5
5%
Amul
2
2%
Paras
5
5%
Local Product
2
2%
Above analysis show that respondent mostly prefers sudha 86% highest, 5% raj, 2% amul& Local
Product while paras 2%.
8. To know that they use sudha’s milk product or something else on special occasions.
Options
respondent
Percentage
Sudha
48
48%
Local
10
10%
Amul
30
30%
Raj
12
12%
34

35. From the above analysis it is interpreted that respondent mostly use sudha‟s product on special
occasions i.e.48%, Amul 30%, raj 12% and Local Product 10%.
9. Analysis of customer often purchase Sudha product.
Option
Respondent
%
Dailey
100
100
Weekly
0
0
Monthly
0
0
Occasionally
0
0
Respondent
Dailey
weekly
Monthly
Occasionally
10. Packaging of sudha milk which is mostly convenient in use or mostly purchased
Options
no. of respondent
Percentage
1lit.
25
25%
500 ml
66
66%
Less than 500 ml
9
9%
35

36. Above analysis show that respondent mostly prefers 500 ml tetra pack with 66%,
25% 1 lit. While 9% use less than 500 ml pack.
11. Access for awareness of consumer for different packed variety of sudha milk.
Options
respondent
Percentage
Sudha gold
24
24%
Sudha Shakti
20
20%
Animals milk
18
18%
Sudha healthy
22
22%
Sudha smart
16
16%
From the an over analysis it is interpreted that respondent purchase sudha gold 24% highest one,
sudhashakti 20%, healthy 22%, animals milk 18% &sudha smart 16%.
12. Customer comes to know about newly launched product of sudha by
Options
no. of respondent
Percentage
36

37. Print
12
12%
Electronic
14
14%
Hoarding
16
16%
Retailer
58
58%
From the above analysis it is interpreted that customer came to know of sudha‟s product highest
through retailer 58%, 12% by print media, 14% by electronic and 16% by hoarding.
13. Sudha milk/milk product price is reasonable or not
Options
no. of respondent
Percentage
Yes
62
62%
No
38
83%
Above analysis shows that 62% respondent find price of sudha milk/milk product is reasonable while
38% feels that price is not reasonable.
14. Analysis of satisfaction level of customers with sudha product line Options.
Respondent
percentage
37

38. Yes
No
68%
32%
it is interpreted that customer feel satisfied with highest 68% yes & 32% say no to it.
38

39. ANALYSIS & INTERPRETATION FOR RETAILERS
1. Analysis of customer visit on retailer outlet per day for sudha milk.
No of customer
Retailers
Percentage
0 - 100
2
8%
100 – 200
5
20%
200 – 300
10
40%
300 – 400
8
32%
>=400
0
0%
Customer visit on sudha outlet
8%
32%
20%
<=100
100 - 200
200 - 300
300 - 400
40%
From the above analysis it is show the customer visit on retailers for sudha product.
2. Analysis the Brand kept by retailer for sell.
Brand
retailer
Percentage
Sudha
20
80%
Local
2
10%
Amul
1
5%
Raj
2
10%
Paras
0
0%
Retailr keep brand to sell
39
Subha
Local
Amul
Raj
Paras

40. 3. Analysis of the milk sells by Retailer per day.
Option
Respondent
%
<=100 Ltr
0
0
(100- 200) Ltr
2
8
(200- 300) Ltr
5
20
(300- 400) Ltr
15
60
(400- 500) Ltr
3
12
>=500 Ltr
0
0
Milk sells
<=100 Ltr
(100-200) Ltr
(200-300) Ltr
(300-400) Ltr
(400-500) Ltr
>=500 Ltr
4. The preference level for selling of Sudha milk brand over other brands by the retailers
(reasons)
Options
no. of respondent
Percentage
Popularity
5
20%
Profit margin
5
20%
Demand
15
60%
40

41. Above analysis shows that retailers sell Sudha brand over other brands due to popularity 20%, due to
profit margins 20%, due to demand 60%.
5. The maximum sales of the brand milk product by retailer.
Options
no. of respondent
Percentage
Sudha
23
80%
Raj
0
8%
Amul
0
92%
Paras
0
8%
Local
2
8%
Maximum sales of the brand milk
Sudha
8%
Raj
92%
Amul
Paras
Above analysis shows that retailers Maximum sales of the Sudha brand 92%, other 8%
6. Level of consumption of customers during weekends or festive seasons increases or
Not
Options
no. of respondent
Percentage
Yes
25
100%
No
0
0
41

42. From the above analysis it is interpreted that there is increase in the level of consumption during
weekends or festive seasons with 100% yes & 0% saying no it.
7. Demand for milk increase is taken care by the organization or not
Options
no. of respondent
Percentage
Yes
20
80%
No
5
20%
Above analysis shows that 80% retailers satisfied with the care taken by the organization in case of
increase in demand while 20% are against it.
8. The level of existing distribution policy of organization
Options
Respondent
Percentage
Very good
10
40%
Good
12
48%
Better
2
8%
Bad
0
Neither good nor bad
0
3
12%
level of existing distribution policy
Very Good
Good
Better
Bad
Neither good nor bad
42

43. Above analysis shows that 40% retailers find the existing distribution policy good.
9. Analysis of the opinion of retailers on the margin of profit being provided to them by the
organization
Options
Respondent
Percentage
Very good
12
48%
Good
8
32%
Better
3
12%
Bad
0
Neither good nor bad
0
2
8%
Opinion of retailers on the margin profit
Very good
good
Better
Bad
From the above analysis it is interpreted that retailers feel very good with highest 48%.
10. Analysis of the satisfaction of Retailer with the current margins and services of Sudha
brand.
Options
no. of respondent
Percentage
Yes
22
88%
No
3
12%
Satisfaction of Retailer with the
current margins and services
Yes
No
43

44. 4.2. FINDING ANLYSIS /RESULT OF THE STUDY
Finding:On the basis of survey, based on 100 respondents of customer and 25 retailers there are various
findings given below:-
Customer: It was found that first 4 analyses show the potential of Sudha product in Gaya market.
 It was found that analysis 5 to 7 show the customer preference and 8 to 10 show the
popularity about Sudha milk. It shows the highly preferred brand is sudha and it is most
popular among customer.
 It was found that analysis 11 to 12 show the customer awareness level about sudha Milk and
13 to 15 show the customer satisfaction about sudha. It shows that mostly customer aware the
sudha product through retailer.
 It was found that that customer came to know of sudha‟s product highest through retailer
58%, 12% by print media, 14% by electronic and 16% by hoarding.
Retailer: It was found that first 3 and 5 analyses show the market potential of Sudha product through
customer visit on outlet It also show the popularity of Sudha milk.
 It was found that analyses 4 to 8 show preference level retailers about Sudha milk.

It was found that analyses 9 &10 show the retailer‟s satisfaction level about Sudha milk.
44

45. Chapter - 5
CONCLUSION, SUGGESTIONS
CONCLUSION:After Completing the Study Related to the project, We Draw Following Conclusion
Customer:1. Among competitor the sale of Sudha‟s is very high and Most of customer prefers Sudha‟s
product than other.
2. Sudha is top in the list among different brand in Gaya.
Retailer: Retailers feel good on the profit margin being provided by the organization.
 During our project, we find that the distribution channel of Sudha is not very good in Gaya
region.
 It was found that 80% retailers satisfied with the care taken by the organization in case of
increase in demand while 20% are against it.
 Retailers sell sudha brand over other brands due High demand.
45

46. SUGGESTIONS:SUDHA DAIRY should introduce some change in its marketing function and advertising to market
more rational. The following factors to be worthy of consideration:1. A complain Register should be provided by the company to every distributor in every route
so that, retailers/customers can write their problems. The complaint register should be
checked by consumer executive and depot in charge at time to time.
2. Facilities provided by the company should be increased. Facilities requirements should be
fulfilled in all the rural and urban area properly after deeply study for various aspects or
retailers by the help of company employee and depot in charge.
3. The company should improve the distribution policy.
4.
Sudha Dairy should be provided it‟s the rural area also.
LIMITATION:-
1. In our project we were supposed to visit every day in the company but due to some unavoidable
circumstances like weekly holiday, occasional holiday, we could not visit in the company.
2. Lack of proper information and experience also became hurdles for us. Some particular persons
are not have sufficient time to talk with us.
3. Off course, money also played a vital factor in the whole project duration
46

47. BIBLIOGRAPHY
BOOK:A. Kotler. Philip,& Armstrong. Gary ,( 2006), Principals of marketing 11thEdition.,publication
B. Malhotra .NareshK. ,(2007) , Marketing Research-An Applied Orientation, 5th Edition.
WEBSITES: www.COMPFED.co.in
 www.indiandairy.com/editoria
 www.business.fmcg.org
 www.sudha.com
 www.marketing.sudha.co.in
 Sudha Wikipedia
SEARCH ENGINES:
Articles:
www.google.com
Competitors,
www.yahoo.com
Attractive features of the
Company
47

48. QUESTIONNAIRE FOR CONSUMER
(For the GAYA market survey of sudha Dairy Product)
NAME:______________________________________________________
ADDRESS:___________________________________________________
CONTACT NUMBER:__________________________________________
1. What is the Occupation of consumers?
A. House wives
B. Student
C. Self employed
D. Public sector
E. Privet sector
2. How many members in your family?
A. 2 to 4
B. 4 to 6
C. 6 to 8
D. >=8
3. Are You regular user of packed milk or not?
A. Yes
B. No
4. How much milk you buy normally?
A. 0-2 Lrt
B. 2-3 Ltr
C. 3-4 Ltr
D. >=4 Ltr
5. Which brand of milk do you prefer?
A. Sudha
B. Raj
C. Amul
D. Paras
E. Local Product
6. What is the reason of preferring any brand of milk?
F. Quality
G. Price
H. Convenience
48

49. I.
Taste
J. Brand
7. In case of some event or festival or weekend which brand of milk is preferred by you.
A. Sudha
B. Raj
C. Amul
D. Paras
E. Local Product
8. Do you use sudha‟s milk product or something else on special occasions.
A. Sudha
B. Raj
C. Amul
D. Paras
E. Local Product
9. How often do you purchase Sudha product ?
A. Dailey
C. Weekly
B. Monthly
D. Occasionally
10. Size of package mostly purchased by you.
A. 1lit
B. 500 ml
C. Less than 500 ml
11. Do you aware of the varieties of sudha milk ?
A. Sudha gold
B. Sudha Shakti
C. Animals milk
D. Sudha healthy
E. Sudha smart
12. How you, comes to know about newly launched product of sudha by?
A. Print
B. Electronic
C. Hoarding
D.Retailer
13. Sudha milk/milk product price is reasonable for you or not?
49

50. A. Yes
B. No
14. Are you satisfied with the quality and services of Sudha Product?
A. Yes
B. No
If no, Why……………………………………………………………………
15. Would you expect something more from sudha(in quality, variety and services)?
___________________________________________________________________
_______
16. Any suggestion by you for Sudha products.
______________________________________________________________________
_____________________________________________________________________
50

51. QUESTIONNAIRE FOR RETAILERS
(For the market survey of SUDHA Dairy Products in GAYA market)
Name:………………………………………......................... ...................................
Address:………………………………………............................................................
Contact no.:…………………………………...
1. How many customer visits on your outlet for sudha milk in per day
A. <=100
D. 300 - 400
B.100 – 200
C.200 – 300
E.>=400
2. Which brand kept by retailer to Sell?
A. Sudha
B. Local
C . Amul
D. Raj
F. Paras
G. Other
3. How much milk sell by Retailer per day?
A. <=100 Ltr
B. (100- 200) Ltr
C. (200- 300) Ltr
D. (300- 400) Ltr
E. (400- 500) Ltr
F. >=500 Ltr
4. In which preference level for selling of Sudha milk brand over other brands by you?
A. Popularity
B. Profit margin
C. Demand
5. According to Retailer which brand milk product, has maximum sales?
A. Sudha
D. Paras
B. Raj
C. Amul
E. Local
6. Level of consumption of customers during weekends or festive seasons increases or Not.
A.
Yes
B. NO
7. Demand for milk increase is taken care by the organization or not.
A.
Yes
B. NO
51

52. 8. How retailers feel about level of existing distribution policy of organization?
A. Very Good
B. Good
C. Better
D. Bad
E. Neither good nor bad
9. How retailers feel about profit margin being provided by the organization?
A. Very Good
B. Good
C. Better
D. Bad
E. Neither good nor bad
10. Are you satisfied with the current margins and services of Sudha brand?
A. Yes
B. No
11. Would you expect something more from Sudha (in quality, variety and services)?
___________________________________________________________________
_______
12. Any suggestion or observation to increase the volume of sale of Sudha brand?
……………………………………………………………………………………………
……………………………………………………………………………………………
52

53. 53