A PROJECT REPORT ON

RETAILERS PERCEPTION TOWARDS DAIRY PRODUCTS WITH REFERENCE TO JERSEY PRODUCTS

Submitted By XXXXXXXXXX (H.T.NO.XXXXXXXXXXX) IN PARTIAL FULLFILLMENT FOR THE AWARD OF MASTERS DEGREE IN BUSINESS ADMINISTRATION Under the guidance of Mr.T.JOSE KUMAR

ST FRANCIS INSTITUTE OF COMPUTER SCIENCE OSMANIA UNIVERSITY HYDERABAD 2011-2013

COMPANY LETTER

COLLEGE LETTER
CERTIFICATE
This is to Certify that the Project Report entitled RETAILERS PERCEPTION TOWARDS DAIRY PRODUCTSWITH REFERENCE TO JERSEY PRODUCTS is a bonafide work done by XXXXXXXXXXXXXX , Roll No XXXXXXXXXXXXXXX of Master of Business Administration under the guidance of T.JOSE KUMAR, and is submitted to the Department of Business Administration, St. Francis Institute of Management, Gagillapur, Qutubullapur, R.R.Dist, in partial fulfillment of the award of the Degree of Master of Business Administration during the year 2011-2013. This has not been submitted to any other University or Institution for the award of any degree/diploma/certificate.

Signature of the Internal Guide/Examiner

Signature of the External Examiner

Signature of the Principal

DECLARATION
I, XXXXXXXXXXXX student of Master of Business Administration, in St. Francis Institute of computer science, Affiliated to Osmania university Gagillapur, Ranga Reddy Dist . Here by declare that the report entitled RETAILERS PERCEPTION TOWARDS DAIRY PRODUCTSWITH REFERENCE TO JERSEY PRODUCTS is a genuine peace of work undertaken by me and I have done this as a part of my M.B.A Curriculum at JERSEY with the constant support of my project guide Mr.Ramesh and also under the guidance of Mr.T.Jose Kumar, Lecturer in St.Francis Institute of Management.This report has not been submitted to any other university or institute for the award of any degree or diploma.

Place: Date: (XXXXXXXXXXXXXXX) H.No.XXXXXXXXXX

ACKNOWLEDGEMENT
I Gratefully acknowledge the depth owe to JERSEY Hyderabad, for having faith in me and providing me an opportunity to work in their organization. I am also grateful to my project guide Mr.T.JOSE KUMAR, lecturer at St.Francis Institute of Management and who has been a constant source of encouragement and guide to me. And I thank all the faculty members of St Francis PG college for their well support and encouragement. Finally I would like to thank all my friends for their encouragement and support that they have given to me through out the completion of the project report.

(xxxxxxxxxxxxxxxxx)

Table of Contents Chapter-1 INTRODUCTION (a) Need of the study

(b) Objectives of the study (c) Scope of the study

Chapter-2

(a) Primary data (b) Secondary data

RESEARCH METHODOLOGY

Chapter-3

(a) Organization profile (b) Industry profile (c) Company profile

INDUSTRY PROFILE\ORGANISATION PROFILE

Chapter-4 Chapter-5 Chapter-6 Chapter-7

Data analysis& Interpretation Findings& suggestions conclusion Appendices

(a) Questionnaire (b) Organization chart (c) Department chart

Chapter-8

Bibliography

CHAPTER-1 INTRODUCTION

1. INTRODUCTION
1.1Theoretical Background; India has emerged as the largest milk producer in the world. This has been made possible through one of the largest developmental programs under taken in the world viz., Operation flood . With the growing confidence on the private industry, the government. Of India during 1991 liberalized the Policy of permitting private investment and entrepreneurship in dairy industry. Thus only from 1991 on wards, private dairies were allowed on a large scale to organize milk supply routes, set up multi crore dairy plant and market milk products on par with other established brands of government co-operative dairies India has one of the live stock populations in the world 50% of the buffaloes and 20% of the cattle are found in India. Most of which are milch cows and milch buffaloes. Diary development in India has been acknowledged the world over as one of the modern Indias most successful developmental program. India is the second largest milk producing country with anticipated production of about 78 million tonnes.

1.2 DAIRY INDUSTRY IN INDIA Indias Agriculture having achieved the satisfactory level of self- sufficiency in crop production has started spreading its wings in dairy segments to enhance the quantum of animal proteins in daily diet through milk. Dairying has been now recognizing as catalyst for economic development and is today accorded the status of thrust area by the government. In the emerging strong agriculture scenario, live stock production in general and dairying in particular has been identifying as an important tool for exchanging the income of small farmers and reducing unemployment has created necessary infrastructure in improving the performance of the dairy sector in the country. Dairy development in India has been acknowledgement the world over as one of modern Indias most successful program. India is the second largest milk producer country in the world with production of about 78 million tonnes. The production of milk products i.e. cheese stood at 3.07 lakh tones whereas that of malted food is at 65000 tonnes cheese and condensed milk production stands at 5000 and 11000 tonnes respectively. Some plants are coming up for producing lactose, casein and improved cheese varieties. Increasing awareness on nutritional diet coupled with the anticipated growth in the purchasing power in urban areas the demand for milk in the country is expected to touch 88.50 million tonnes by 2000AD. Thus the nineties constitute a crucial decade in the countrys Dairying, for the milk output in this period should at least be equal to the last two decades. This is a pre-requesting, for the increased milk production is expected to offset the growth in the population. The nutritional demand, affixed by Indian council of Medical Research (ICMR), has now been pinned at 250 g/per day. Based on the consumer expenditure & its annual growth,

the economic level of about 36millions tonnes in 1982 would have growth to about 88.5 million tonnes of milk at the level by 2000 AD, of which 38.5 million tonnes will be rural and 50 million tonnes urban. This ratio will further undergo a change by 2000 AD with falling per-capita milk and milk product consumption in the economic demand in the urban areas .The nutritional requirements of India population by 2002 AD based on the economic on 250 gm per Capita per day will be 91 million tonnes is not likely to be realizing given the production. There is thus an imperative need to improve milk yield through larger investments.

NEED OF THE STUDY

The present study on the RETAILERS PERCEPTION TOWARDS DAIRY PRODUCTS

WITH REFERENCE TO JERSEY PRODUCTS, enables us to know the prevailing market situation and gives us an idea to go for implementation of various measures for the development of companies performance. INDIA is such a big and vast country that it has got huge potential market that is still untapped. Today Hyderabad is one of the leading cities in India in the field of manufacture of and has around JERSEY PRODUCTS Manufacturing units in small and medium sectors. The JERSEY PRODUCTS aggressive RETAILERS PERCEPTION techniques have played vital role in their success.This study attempts to analyze the various sales promotion techniques adopted by JERSEY PRODUCTS., and their effectiveness in the Hyderabad Region. OBJECTIVES OF THE STUDY The objectives of the study are:

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Market

analysis

for

different

products.

JERSEY

PRODUCTS Competitor analysis for different. Retailer Perception. Identifying the problems involved in pricing, commissions, and distribution of different products. Scope of the study: is also confined by the time factor an extensive research of just 45 days. An entire study on distribution was not possible due to time factor. Providing recommendations for a better satisfaction of the dealers

11

CHAPTER-2 RESEARCH METHODOLOGY

12

RESEARCH METHODOLOGY A large sample of size 200 was randomly selected for conducting the study. The total market segment is as follows: JERSEY MILK PRODUCTS RETAILERS Random sampling was done to conduct the study. 3.2 Sources of data 3.2.1 Primary data sources: Primary data is collected through one of the data collection tool, questionnaire. The questionnaire was circulated among the selected sample size of the various retailers. 3.2.2 Secondary data sources: The secondary data was collected and gathered from the marketing department of the firm. The required information also came through journals, periodicals and published reports of the company. 3.3 Limitations of the study

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Although an attempt is made to gather all the relevant information connected to this study, there were some limitations with regard to respondent bias, disinterest. However these limitations were overcome by taking larger sample size and the researcher is confident that the findings are representative of the population characteristics. This method adopted in the study has its own limitations. It includes the following: 1. The respondents selected for the survey were taken from different areas (zones) of Hyderabad. Therefore the findings of the survey is valid to these areas only and not to other cities. 2. The promotional activities which were asked in the questionnaire were limited.

Analysis of Data:
Scientific and systematic analyses of primary data was carried out after proper classification and preparations of necessary tables, statistical tools like percentages, averages, scores etc., were used extensively. Graphs and diagrams were also used wherever necessary in order to improve the quality of presentation and understanding.

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PRESENTATION OF THE STUDY: Chapter-1 Chapter-2 Chapter-3 DEALS WITH INTRODUCTION DEALS WITH RESEARCH METHODOLOGY DEALS WITHINDUSTRY PROFILE\ORGANISATION PROFILE\PRODCT
Chapter-4 DEALS WITH RETAILERS PERCEPTION TOWARDSDAIRY PRODUCTS WITH REFERENCE TO JERSEY PRODUCTS

Chapter-5 Chapter-6 Chapter-7 Chapter-8 Chapter-9

DEALS WITH Data analysis& Interpretation DEALS WITH Findings& Conclusions DEALS WITH Suggestions & Recommendations DEALS WITH Appendices DEALS WITH Bibliography

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CHAPTER-3 INDUSTRYPROFILE/COMPANYPROFILE

16

INDUSTRY PROFILE
17

INDUSTRY PROFILE Cream line dairy products limited (CDPL), ISO 9001 company is an existing profit making public limited company is engaged in the business of processing and manufacturing of milk and milk products. CDPL is one of the largest and well organization established by dairy technologists and professionals. The promoters and the directors hold functional responsibilities and are actively engaged in the day-to-day operations of the company. During the year 1992-93, it decides to increase and economize its volume of operations and enters the liquid milk market, toned milk & whole milk. This strategic decision has been taken after careful vendor development activity for procuring raw milk to cater to the increased volume of operations this has a part from increasing a volume of operations, ideally positioned the products in the market and stabilized the brand image. In 1993 the company has introduced the novel concept of ROUND THE CLOCK Parlors covering entire strategic locations of Twin cities for exclusive marketing of companies products. The company also has well-established network for

18

booths for distribution of liquid milk. This has enabled the consumer to have an easy and all time access to milk and milk products.

CDPL had expand its milk processing capacity from 44500 lpd to 74500lpd and Increasing the production facility of the ghee and butter to 365000 kgs from 146000kgs at UPPAL KHALSA RANGA REDDY (Dist) Andhra Pradesh in June 2000With an a capital outlay of Rs.830Lkhs.The expansion was funded through a term Loan of Rs.540 Lakhs from IDBI of Rs.540 Lakhs equity share capital of Rs.290 Lakhs. CDPL has continuously expanding its capacities in modular form. CDPL has gradually increased its installed capacity from 74,500lpd to 1, 70, 000lpd in March 2002. At its UPPAL plant. This gradual increases in installed capacity on need based basis was then only through internal accruals of the company.

19

COMPANY PROFILE

20

COMPANY PROFILE Cream line dairy products Ltd was recognized in 1986.The first plant at Jeedipally, Toopran Mandal was commissioned in October 1990 as a flavoured milk plant of 1500 lpd capacity. Around 1991, their new milk processing plant with handling of 1.5 lakh liters per day is located at Uppal industrial area. CDPL has grown into a conglomerate of 10 modern processing plants located as Mentioned below: 1) C.D.P.L., uppal, Ranga reddy district. 2) C.D.P.L., Jeedipally, Toopran, Medak District. 3) Dhoolipalla Milk line Mulukuduru, In kollu,.Prakasam Dist. 4) Vidya milk line, parchure road, Inkollu, Prakasam Dist. 5) Ongole Milk Line, Mulaguntapadu, Singarayakonda, Prakasam Dist. 6) Mohan Milk line, Kuruchedu Road, Darsi, Prakasam Dist, 7) Pamuru Milk Line, Survey no 420/125, Pamuru, Pamuru Mandal, Kandukuru road, Prakasam Dist. 8) Kammam Milk Line, Tallada, Khammam, Dist.

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9) Cream line Dairy Products Ltd, Nindra village, pitchatur, Chitoor Dist. (under-taken on lease). 10) Creameline Dairy Products Ltd., Autonagar, Hyderabad (unit taken on lease). 11) Creameline Dairy Products Ltd., Madanapalle. 12) Creameline Dairy Products Ltd., kottapallimetta, chitoor. 13) Creameline Dairy Products Ltd., Addaroad, Prakasam Dist. 14) Creameline Dairy Products Ltd., Repalle, Guntur Dist. 15) Creameline Dairy Products Ltd., Chintalapudi, west Godavari. 16) Creameline Dairy Products Ltd., kurumuddali, Pamuru, Krishna Dist.

In Andhra Pradesh, the production of milk is mostly dependent on vagaries of nature, seasonal and regional Imbalances in production and procurement of milk. The costal restrictions have surplus milk which is being processed and sent to

twin cities of Hyderabad and Secunderabad besides conversion into milk powder, butter, ghee, etc. Cream line dairy Products Limited was registered in 1986 the first plant at Jeedipalley, toopran mandal was commissioned in October 1990. As a flavored milk plant of 1500 lpd capacity. Around 1991, it made a switch to liquid milk supply in twin cities by organized milk procurement in and around Medak District. Their new milk processing plant with a handling capacity of 1.5lakh litres per day is located at Uppal industrial area.

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CHAPTER-4 DATAANALYSIS INTERPRETATION

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DATAANALYSIS
CDPL is existing profit making and dividend paying company .The turnover of the company has showing continuous substantial increasing trend. 1) CDPL has been managed by experienced dairy technologist and professional All the promoters are actively involved in the functional activities of the company. 2) CDPL has firm milk procurements agreements with various chilling centers to procure required quantity of high quality of milk. Further the company has a wellestablished procurement network for the sourcing raw milk. 3) CDPL has established marketing network through round the clock parlours, milk booths for making of its milk &milk products. 4) The products of the company have been well received by the customers. The demand for the companys product is increased.

4.2 W

WEAKNESS

1). Inability to feed cattle adequately throughout the year remains the most wide spread technical constraint to higher milk yield.

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2). Quality dairy animals are in short supply. Artificial insemination service for breeding better cattle has limited coverage, barely reaching an estimated 10 percent of bovines. 3). The raw milk availability is seasonal and is the governing factor for the capacity utilization.

4.3 O

OPPORTUNITIES

1). The mass production of indigenous milk based sweet in modern dairy plant can tap the growing demand for them. With 150 million NRI overseas, the scope for their exports is promising. 2). A vast scope existing to higher yield through better use of crop residues and byproducts by upgrading them ,Emphasis must be on technologies that are simple, low cost and easily adaptable to increase their nutritive value .Some economic incentives are needed for formers to go in for better feeding . 3). The growing demands for liquid milk and milk products in twin cities and neighboring areas is highly encourage for the dairy industry .The uncovered market milk demand in twin cities is around 546500 lt per day. This gives a clear opportunity to the company to tap this vast liquid milk market. 4). The demand for other dairy related to products is increasing due to growing population and changing life style. There is bounded to be a good export potential for the companys products.

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4.4 T THREATS 1).Large population 200 million cattle and 76 million buffaloes grazes on uncultivated lands forest areas and common property resources. This imposes a heavy social cost leading to degradation and denudation of land and loss of natural resource base. 2).Since the dairy products industry is now open for private there bounded to the computation from the new units. Apart from the existing co- operative Unions. The cooperative unions are distributing the milk through organized sectors.

TABLE-1. Which brands do you sell? a. Jersey C.Amul e. Others Yes Yes Yes No No No b. Vijaya d. Heritage Yes Yes No No

Yes

Frequency Percent 140 70.0

26

No Total

60 200

30.0 100.0

Interpretation: From the above graph it can be inferred that 70% of the retail outlets do sell jersey products and the other 30% of the retail outlets jersey products are not available because some of these outlets might be exclusive outlets of other brands

TABLE-2

Yes No Total

Frequency 165 35 200

Percent 82.5 17.5 100.0

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Interpretation: From the above graph it can be inferred that out of two hundred retail outlets one hundred and sixty five retailers are selling Vijay products and only thirty five retailers are not selling Vijaya products, making it evident that almost 82% of the retailers sell Vijaya products in their outlets.

TABLE-3

Frequency

Percent 28

Yes No Total

161 39 200

82.5 17.5 100.0

Interpretation: From the above graph it can be inferred that out of the total sample of two hundred retailers one hundred and sixty one retailers sell Amul products and thirty nine retailers do not sell Amul branded products, making it evident that 80% of the retailers do sell Amul brands.

TABLE-4

Heritage Brands sold

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Yes No Total

Frequency 112 88 200

Percent 56.0 44.0 100.0

Interpretation: From the above graph it can be inferred that out of a sample of two hundred retailers 56% of them sell Heritage products and 44% of the retailers do not sell Heritage products. TABLE-5: Other Brands Sold

Availability of different brands of Milk Products in 200 retail outlets 200 No. of Outlets 150 100 50 0 Jersey Vijaya Amul Heritage Others Milk products Availability 140 165 161 112 173 140 112 173 Jersey Vijaya Amul Heritage Others

165

161

Interpretation: In total, out of the two hundred retail outlets, it is found that Jersey Milk products are available in 140 retail outlets, Vijaya milk products are available in 165 retail outlets. Amul milk products are available in 161 retail outlets. Heritage milk 30

products are available in 112 retail outlets; other milk products are available in 173 retail outlets. It is evident that most of the retailers sell Vijay dairy products followed by Amul and then Jersey branded products. The graph also shows that one hundred and seventy three retailers sell products of other brands; this implies that nearly eighty six percent of the retailers sell local made products or home made dairy products especially products like Curd, Butter and Ghee.

TABLE-6; Which type of Milk products do you sell? Flavoured milk

Yes No Total

Frequency 196 4 200

Percent 86.5 13.5 100.0

Interpretation: From the above graph it can be inferred that ninety eight percent of the retailers out of a sample of two hundred sell flavored milk. This represents that most of the retailers sell this product because of its demand in the market and customers buy it because its the next best substitute to dairy milk.

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TABLE-7

Curd

Product Sold

Yes No Total Interpretation:

Frequency 173 27 200

Percent 86.5 13.5 100.0

From the above graph it can be inferred that out of a sample of two hundred retailers one seventy-three retailers sell Curd. Therefore Curd is available in 86% of the retail outlets

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This represents that most of the retailers sell this product because of its daily demand as most of the customers who approach the retailers consume it as a daily staple diet.

TABLE-8

Butter Product Sold Frequency Yes No Total 155 45 200 Percent 77.5 22.5 100.0

Interpretation: From the above graph it can be inferred that out of a sample of two hundred retailers 28% of the retailers sell butter and 22% of them do not sell butter this represents that retailers sell less percent of butter because of its lesser demand in the market. TABLE-9

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Buttermilk Product Sold Frequency Yes No Total 122 78 200 Percent 61.0 39.0 100.0

Interpretation:From the above graph it can be inferred that out of a sample of 200 retail outlets, 122 retail outlets sell buttermilk product. Therefore, buttermilk is available in 61% of the retail outlets. This represents that more than half of the retailers sell buttermilk because its a seasonal supply from the dairy units and is supplied depending on the demand of the product.

TABLE-10

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Ghee Product Sold Frequency 151 49 200 Percent 75.5 24.5 100.0

Yes No Total Interpretation:

From the above graph it can be inferred that out of the total sample of 200 retail outlets 151 retail outlets sell Ghee. This represents that more than 75% of the retail outlets sell ghee as there is more demand of it during the weekends and especially during festivals and celebrations. TABLE-11

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number of retail outlets

200 180 160 140 120 100 80 60 40 20 0

Availability of milk products in 200 retail outlets 196

173
155 122 151

flavoured milk Curd Butter Butter milk Ghee

Milk products 196 173 155 122 151

flavoured milk Curd Butter Butter milk Ghee

Interpretation: Out of 200 retail outlets, it is found Flavoured milk is available in 196 retail outlets, Curd products are available in 173 retail outlets, Butter products are available in 155 retail outlets, and Buttermilk products are available in 122 retail outlets. Ghee products are

available in 151 retail outlets this represents that out of the various dairy products that the retailers sell Flavoured milk sells best followed by Curd, Butter, Ghee and then Buttermilk.

TABLE-12 36

jersey curd
140 135 120 100 80 60 40 65

Frequency

20 0 No Yes

jersey curd

Jersey Curd Frequency 135 65 200 Percent 67.5 32.5 100.0

Yes No Total Interpretation:

From the above graph it can be inferred that nearly 68% of the retail outlets sell Curd of Jersey brand and 32% of the retail outlets sell Curd of other brands . This may be because the retailers are unsatisfied with the margin offered for curd by the company. TABLE-13

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jersey butter
140 120 100 80 74 60 40 126

Frequency

20 0 No Yes

jersey butter

Jersey Butter

Yes No Total

Frequency 126 74 200

Percent 63.0 37.0 100.0

Interpretation: From the above graph it can be inferred that 63% of the retail outlets sell Butter of Jersey brand and 37% of the retail outlets sell Butter of other brands. This may be due to less demand of butter product. TABLE-14

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Jersey buttermilk

Frequency Yes No Total 116 84 200

Percent 58.0 42.0 100.0

Interpretation: Out of 200 outlets, 116 outlets sell Jersey Buttermilk and 84 outlets sell other brands. In general, 58% of the retail outlets sell Buttermilk of Jersey brand and 42% of the retail outlets sell Buttermilk of other brands. This is because of it being a seasonal product.

TABLE-15

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Jersey ghee

Yes No Total

Frequency 114 86 200

Percent 57.0 43.0 100.0

Interpretation: Out of 200 outlets, 114 outlets sell Jersey Ghee and 86 outlets sell other brands. In general, 57% of the retail outlets sell Ghee of Jersey brand and 43% of the retail outlets sell Ghee of other brands. This is because of local ghee products available in the market.

TABLE-16

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Availability of different milk products of Jersey

200 180 160 No. of outlets 140 120 100 80 60 40 20 0

Jersey Flavoured Milk Jersey curd Jersey butter Jersey butter milk Jersey ghee Interpretation: In the 200 retail outlets it is found Jersey flavoured milk is available in 131 retail outlets, Jersey curd is available in 135 retail outlets, Jersey butter is available in 126 retail outlets,Jersey buttermilk is available in 116 retail outlets, Jersey ghee is available in 114 Jersey milk products 131 135 126 116 114

131 135 126

116 114

Jersey Flavoured Milk Jersey curd Jersey butter Jersey butter milk Jersey ghee

TABLE-17.

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Availability of different milk products of Vijaya

200 150 No. of outlets 100 50 0 Vijaya flavoured milk Vijaya curd Vijaya butter vijaya butter milk
Interpretation: In the 200 retail outlets it is found Vijaya flavoured milk is available in 139 retail outlets. Vijaya curd is available in 164 retail outlets; Vijaya butter is available in 143 retail outlets.Vijaya buttermilk is available in 112 retail outlets; Vijaya ghee is available in 148 retail outlets.

139

164

143 112

148

Vijaya flavoured milk Vijaya curd Vijaya milk products 139 164 143 112 Vijaya butter vijaya butter milk Vijaya ghee

TABLE-18

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Availability of different milk products of Amul

200 150 No. of outlets 100 50 0 Amul flavoured milk Amul curd Amul butter Amul butter milk
Interpretation: In the 200 retail outlets it is found that Amul flavoured milk is available in 157 retail outlets,Amul curd is available in 150 retail outlets, Amul butter is available in 138 retail outlets,Amul buttermilk is available in 109 retail outlets, Amul ghee is available in 122 retail outlets

157 150 138 109

122 Amul flavoured milk Amul curd Amul butter Amul butter milk Amul ghee

Amul milk products 157 150 138 109

TABLE-19 43

Availability of differnt milk products of Heritage

200 180 160 Heritage flavoured milk Heritage curd Heritage butter Heritage butter milk Heritage ghee

No. of outlets

140 120 100 80 60 40 20 0

77

80 51 20 18

Heritage milk products 77 80 20 18 51

Heritage flavoured milk Heritage curd Heritage butter Heritage butter milk Heritage ghee Interpretation:

In the 200 retail outlets it is found that Heritage flavoured milk is available in 77 retail outlets, Heritage curd is available in 80 retail outlets, Heritage butter is available in 20 retail outlets, Heritage buttermilk is available in 18 retail outlets, Heritage ghee is available in 51 retail outlets TABLE-20

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Availability of different brands of milk products in retail outlets

Products Brand Jersey Vijaya Amul Heritage

Flavoured Curd milk 65% 69% 78% 38% 67% 82% 75% 40% Butter 63% 71% 69% 10% Butter milk 58% 56% 54% 9% Ghee 57% 74% 61% 25%

With the above table we can infer that, the availability of Vijayas milk products are found to be more when compared to the availability of Jersey, Amul milk products therefore the market share of Vijaya is found to be more while heritage being the least. There is a neck-to-neck competition between Amul and Jersey in all the milk products.

TABLE-21 Rate the brands on the Scale of 1-5? 1-5(worst to very good) a. Jersey 1 2 3 4 5

45

b. Vijaya c. Amul d. Heritage

1 1 1

2 2 2

3 3 3

4 4 4

5 5 5

Jersey Rating Frequency 20 2 69 109 200 Percent 10.0 1.0 34.5 54.5 100.0

Low Average Good Very Good Total

InterpretationFrom the above graph it can be inferred that 54% of the retailers have rated jersey as a very good brand and 35% of the retailers perceive it as a good brand. Most of the retailers perceive Jersey as a very good brand because of its quality and brand awareness.

46

TABLE-22

47

Vijaya Rating Frequency Not Available 6 Low 1 Average 51 Good 54 Very Good 88 Total 200 Interpretation: From the above graph it can be inferred that Percent 3.0 .5 25.5 27.0 44.0 100.0 44% of the retailers have

rated Vijaya as a very good brand and 27% of the retailers perceive it as a good brand. Most of the retailers perceive Vijaya as a good brand but there are few more retailers who perceive Vijaya as an average brand because the margin that is available to the retailers from Vijaya is very less . TABLE-23
Amul Rating
100

80

83 78

60

Frequency

40

20 11 0 Worst

28

Not good

Good

Very Good

Amul Rating

Worst

Frequency 11

Percent 5.5 48

Not good Good Very Good Total Interpretation:

28 83 78 200

14.0 41.5 39.0 100.0

From the above graph it can be inferred that 39% of the retailers have rated Amul as a very good brand and 41.5% of the retailers perceive it as a good brand. Most of the retailers perceive Amul as a good brand but there are few more retailers who perceive Amul as an average brand because the margin that is available to the retailers from Amul is very less.

TABLE-24

Heritage Rating
120 109

100

80

60 56 40

Frequency

34 20

0 Worst Average Good Very Good

Heritage Rating

Heritage Rating Frequency 34 Percent 17.0 49

Worst

Average Good Very Good Total Interpretation:

109 56 1 200

54.5 28.0 .5 100.0

From the above graph it can be inferred that 55% of the retailers have rated Heritage as an average brand and 28% of the retailers perceive it as a good brand. Most of the retailers perceive Heritage as an average brand because its quality and brand image is not so good. TABLE-25

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Average rating of the milk products brands given by the retailers 5.00 4.50 4.00 3.50 Average rating 3.00 2.50 2.00 1.50 1.00 0.50 0.00 Jersey Vijaya Amul Heritage
Interpretation: When the retailers have rated the brands on a scale of 1 to 5, where 1 being worst and 5 being very good, it is found that Vijaya has got a highest rating of 4.28 followed by Amul with a rating of 4.12 followed by Jersey with 3.97 and last Heritage with 3.35.

4.34

4.18

4.12 3.35

Jersey Vijaya Amul Heritage

Milk product brands 4.34 4.18 4.12 3.35

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TABLE-26 Please rate the factors on a scale of 1-5 with respect to different brands of milk products? Jersey On time delivery Replacement Margin Suitable mode of payment Brand awareness Quality Discounts Vijaya Amul Heritage

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Jersey On time Delivery Frequency 6 94 40 60 200 Percent 3.0 47.0 20.0 30.0 100.0

Average Good Excellent Not available Total

Interpretation: From the above graph it can be inferred that 47% of the retailers consider the on time delivery service of jersey to be good, 20% of the retailers consider it to be excellent, 3% of the retailers consider it to be an average service and 30% of the retailers are among those who do not sell Jersey products and thus state the services to be not available

TABLE-27

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Jersey replacement Frequency 14 63 63 60 200 Percent 7.0 31.5 31.5 30.0 100.0

Average Good Excellent Not available Total

Interpretation: From the above graph it can be inferred that nearly 31.5% of the retailers consider the replacement service of jersey to be good, nearly 31.5% of the retailers consider it to be excellent, 7% of the retailers consider it to be an average service and 30% of the retailers are among those who do not sell Jersey products and thus state the services to be not available.

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55

Jersey Margin Frequency 34 106 60 available Total 200 Percent 17.0 53.0 30.0 100.0

Average Good not

Interpretation: From the above graph it can be inferred that 53% of the retailers consider the margins given on selling Jersey products to be good, 17%of the retailers consider it to be an average margin, and 30% percent of the retailers are among those who do not sell Jersey products and thus state the services to be not available.

TABLE-29

56

Jersey Payment Frequency Bad 21 Average 12 Good 105 Excellent 2 Not available 60 Total 200 Percent 10.5 6.0 52.5 1.0 30.0 100.0

Interpretation: From the above graph it can be inferred that only 1% of the retailers consider the mode of Jersey payments to be excellent, nearly 53% percent of the retailers consider it to be good, 6% of the retailers consider it to be average, as many as 10% of the retailers consider the mode of payment to be bad and thirty percent of the retailers . TABLE-30

Jersey Brand awareness Frequency 63 Percent 31.5

Average

57

Good Excellent not available Total

74 3 60 200

37.0 1.5 30.0 100.0

Interpretation: From the above graph it can be inferred that less than 2% of the retailers consider jersey brand awareness as an excellent factor, 37% of the retailers consider it to be good, nearly 32% of the retailers consider it to be an average factor and 30% of the retailers are among those who do not sell Jersey products and thus state the services to be not available.

TABLE-31

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Jersey quality Frequency 112 28 60 available Total 200 Percent 56.0 14.0 30.0 100.0

Good Excellent not

Interpretation: From the above graph it can be inferred that 14% of the retailers consider the quality of the jersey products as an excellent factor, 56% of the retailers consider it to be a good factor and 30% of the retailers are among those who do not sell Jersey products and thus state the services to be not available. TABLE-32

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Jersey discounts Frequency Worst 7 Average 88 Good 45 not available 60 Total 200 Percent 3.5 44.0 22.5 30.0 100.0

Interpretation: From the above graph it can be inferred that 44% of the retailers discounting as an average factor, nearly 23% of the retailers consider it to be a good factor and around 4% of the retailers consider it to be a bad factor or worst factor and 30% of the retailers are among those who do not sell Jersey products and thus state the services to be not available. TABLE-33

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Average rating of the Factors given by the retailers for Jersey

Jersey ontime delivery Jersey Replacement Jersey margin

Average rating

5.00 4.00 3.00 2.00 1.00 0.00

Factors 4.24 4.35 3.76 3.63 3.57 4.20 3.27

Jersey suitable mode of payment Jersey brand awareness Jersey quality

Jersey ontime delivery Jersey Replacement Jersey margin Jersey suitable mode of payment Jersey brand aw areness Jersey quality Jersey discounts

Jersey discounts

Interpretation: The retailers has rated these brands on a scale of 1 to 5, where 1 being worst/ bad and 5 being the excellent. Retailers think that various factors like Jerseys on-time delivery, replacement and quality are found to be best for them. Jerseys margins, suitable mode of payment and brand awareness are found to be good for them. Whereas Jerseys discounts are not considered as a good factor for the retailers when compared to the competitors, because of which retailers are dissatisfied and in turn they do not keep the products available in their outlets.

TABLE-34

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Average rating of the factors given by the retailers for Vijaya 6.00 5.00 Average rating 4.00 3.00 2.00 1.00 0.00
Vijaya ontime delivery Vijaya replacement Vijaya margin Vijaya suitable mode of payment Vijaya brand awareness Vijaya quality Vijaya discounts Factors 3.93 4.04 3.75 3.56 4.90 4.82 3.22

Vijaya ontime delivery Vijaya replacement Vijaya margin Vijaya suitable mode of payment Vijaya brand awareness Vijaya quality Vijaya discounts

Interpretation: The retailers has rated these brands on a scale of 1 to 5, where 1 being worst/ bad and 5 being the excellent. Retailers think that Vijayas brand awareness and quality are excellent. Its replacement and on-time delivery are found to be good for them. Vijayas margins, suitable mode of payment are found to be good for them. Whereas Vijayas discounts are not considered as a good factor for the retailers. TABLE-35 62

Average rating of the factors given by the retailers for Amul

5.00 4.50 4.00 Average rating 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0.00
Amul ontime delivery Amul replacement Amul margin Amul suitable mode of payment Amul brand awareness Amul quality Amul discounts Factors 4.66 4.76 4.29 3.80

Amul ontime delivery Amul replacement Amul margin Amul suitable mode of payment Amul brand awareness Amul quality Amul discounts
4.96 4.83 3.80

Interpretation: The retailers has rated these brands on a scale of 1 to 5, where 1 being worst/ bad and 5 being the excellent. Retailers think that Amuls brand awareness and quality are excellent. Its replacement, on-time deliveries are found to be the next best factors. Amuls suitable mode of payment and discounts are found to be good for them. TABLE-36

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Average rating of the factors given by the retailers for Heritage

4.50 4.00 3.50 Average rating 3.00 2.50 2.00 1.50 1.00 0.50 0.00
Heritage ontime delivery Heritage replacement Heritage margin Heritage suitable mode of payment Heritage brand awareness Heritage quality Heritage discounts Factors 3.97 3.21 2.73 3.81 3.58 3.22 2.88

Heritage ontime delivery Heritage replacement Heritage margin Heritage suitable mode of payment Heritage brand awareness Heritage quality Heritage discounts

Interpretation: The retailers has rated these brands on a scale of 1 to 5, where 1 being worst/ bad and 5 being the excellent. Retailers think that Heritages on time delivery, suitable mode of payment and brand awareness are good. Its Margins, quality and discounts are considered to be average. TABLE-37 Which of the following brand is fast moving in your outlet? 64

Fast Moving Brand Frequency Jersey Vijaya Amul Heritage Others Total 52 75 63 5 5 200 Percent 26.0 37.5 31.5 2.5 2.5 100.0

Interpretation:From the above table we can infer that 37.5% of the retailers say that Vijaya is the fast moving brand in their outlets . TABLE-38;Which type of Milk product is in demand in your outlet? a. Flavoured milk b. Curd c. Butter d. Butter milk e. Ghee f. Others

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Product in demand Frequency Flavored Milk Curd Butter Butter milk Ghee Total 50 46 34 28 42 200 Percent 25.0 23.0 17.0 14.0 21.0 100.0

Interpretation: With the above table we can infer that the Retailers consider flavoured Milk to be a product which moves in all the seasons and has a good demand because it is considered as a next best substitute of milk, Curd is the next product in demand because of its daily demand as most of the customers who approach the retailers consume it as a daily staple diet, this is followed by Ghee which is used in many households and then Butter, while buttermilk is the product which is in demand seasonally i.e. depending on the season.

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TABLE-39;In your opinion, which of the following is the most effective promotional activity?

Effective Promotional Activity

100

80

60

y c n u q e r F

40

20

0 Newspaper wall Painting Display Boards Hoarding

Effective Promotional Activity

Effective Promotional Activity Effective Promotional Activity

Frequency

Percent

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Newspaper Wall Painting

19 77

9.5 38.5 42.5 9.5 100.0

Display Boards 85 Hoarding Total Interpretation: 19 200

From the above graph it can be inferred that display boards and wall paintings are the best form of promotional activities because the retailers consider that it will increase the sales of a product. TABLE-40;Rate the following factors on a scale of 1-5 with respective to Je Jersey Packing

Average Good Excellent Not available Total

Frequency 51 23 66 60 200

Percent 25.5 11.5 33.0 30.0 100.0

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Jersey Taste Frequency 59 80 1 60 200

TAB.35

Average Good Excellent not available Total

Percent 29.5 40.0 .5 30.0 100.0

Interpretation: It can be inferred that only.5% of the retailers consider that Jersey taste to be excellent because jersey products have very very fewer flavors especially in products such as flavoured milk and curd.

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Jersey Freshness Frequency 51 89 60 200 Percent 25.5 44.5 30.0 100.0

Good Excellent not available Total

Interpretation: 44.5% of the retailers rate the freshness of jersey as an excellent factor and 51% of them consider it to be good. Because of good on time delivery and replacement services, it is always possible that the stock is fresh.

Jersey Quality

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Average Good Excellent not available Total

Frequency 5 103 32 60 200

Percent 2.5 51.5 16.0 30.0 100.0

TAB.37

Interpretation: From the above graph it can be inferred that 51.5% of the retailers consider the quality of jersey products to be good and 16% of them consider it to be excellent, this is because of the nutritional content of the jersey product.

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Jersey Price Frequency 78 62 60 200

TAB.38

Average Good Not available Total

Percent 39.0 31.0 30.0 100.0

Interpretation: From the above graph it can be inferred that most of the retailers consider the price of jersey products as an average factor, this is because jersey products are relatively priced high in comparison with brands of other products.

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Average rating of Jersey factors

5.00 4.50 4.00 3.50 3.00 2.50 2.00 1.50
Price Freshness Packing

Taste

Average rating

Quality

1.00 0.50 0.00 Packing Taste Freshness Quality Price Factors 4.11 3.59 4.64 4.19 3.44

Interpretation: The retailers have rated the freshness of jersey products as an excellent factor. Where as packaging and quality are rated as good factors. Retailers consider taste and price of jersey products to be an average factor..

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CHAPTER-5 FINDINGS SUGGESTIONS

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FINDINGS; 1. Out of the sample , 70 % of the retail outlets are having Jersey Products , 82% of the retail outlets have Vijaya products this shows that vijaya is the market leader and Jersey, Amul are the market followers 2 Almost all of the retail outlets have Flavoured milk, Curd. 3. Butter milk is found to be a seasonal product for which its supply is done only seasonally 4. Availability of different brands of milk products in retail outlets

Products Brand Jersey Vijaya Amul Heritage

Flavoured Curd milk 65% 69% 68% 52% 67% 79% 66% 40% Butter 63% 69% 64% 10% Butter milk 58% 62% 53% 9% Ghee 57% 61% 59% 25%

5. Average rating of the factors given by the retailers for different brands (On a scale of 1- 5, 1 being worst and 5 being excellent) Jersey On time delivery 4.24 Replacement 4.35 Margin 3.76 Suitable mode of 3.23 payment Brand awareness 3.57 Quality 4.20 Discounts 3.24 Vijaya 3.93 4.04 3.75 3.86 4.09 4.82 3.22
TAB.42

Amul 4.66 4.76 4.29 3.96 4.96 4.56 3.80

Heritage 3.97 3.21 2.73 3.81 3.58 3.22 2.88

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The quality of Vijaya products and Amul products are found to be better when compared with jersey products Margins, suitable mode of payments and discounts given to the retailers are much better in Amul than compared to that of Jersey, The brand awareness of Vijay and Amul is considered to be a better factor than that of Jersey 6. Retailers consider flavoured Milk to be a product, which moves in all the seasons and has a good demand, Curd is the next product in demand because of its daily demand, and Ghee & then Butter follow this, while buttermilk is the product which is in demand seasonally 7. Display boards and wall paintings are the best form of promotional activities because the retailers consider that it will increase the sales of a product. 8. The retailers have rated the freshness of jersey products as an excellent factor where as packaging and qualities are rated as good factors. 9. Retailers consider taste and price of jersey products to be an average factor. 10. When compared to Vijaya and Amul, jersey doesnt have a suitable mode of payment.

SUGGESTIONS; In the present competitive scenario any company has to look for the following aspects. Quality of the product.

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 After sale service. Though JERSSEY has scored points or the other players in terms of quality it is lagging behind in terms of after sale service. Basis on the data interpreted the following recommendation can be made. Maintaining high quality standards. Improving after sale service. JRESSEY has to consider from time to time RETAILERS suggestions in order to maintain there position in the market. JERSSEY has give support to small RETSILERS in the market during peak seasons. JERSSEYshould differentiate its product from the competitors based on its strong attributes, esthetics and technology. The company should focus on those families which are large sized with dual income as their target audience. In order to draw a stronger and quicker response from the RETAILERS, reputation of the company, word of mouth and price discount is the best tools for sales promotion and these promotional activities have created an impact of the brand in consumers mind. These techniques help in boosting up sagging sales.

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CHAPTER-6 CONCLUSION

CONCLUSION

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1. Jersey will have to ensure regular supply in all the areas so that the customers do not move to another brand due to unavailability, this means jersey must increase its distribution network by appointing more sales persons. 2. Jersey has to give, timely discounts to regular retailers. 3. Jersey should have a suitable mode of payment to its retailers, this means products should be made available to the retailers on better credit facilities etc so that the retailers can easily buy and sell Jersey products. 4. More than 25% of the market still remains untapped and thus there is an opportunity to grab those retailers to sell jersey dairy products 5. Jersey will have to use innovative marketing campaigning that will take the brand closer to retailers/ consumers heart. 6.The availability of different products of jersey brand are almost the same as the availability of products of its closest competitor Amul, except for few products like flavoured milk and curd, so in order to take an edge over these products jersey should introduce new flavors like strawberry flavor curd and honey flavor flavoured milk etc. 7. Since Vijaya and Amul brands have greater brand awareness than Jersey brands it is very important to increase the brand awareness of Jersey products by promotional activities like wall paintings and display boards. 8.Since retailers consider the taste and price of the jersey products as an average factor and packing as a good factor, jersey should come up with lot more flavors especially with products like flavoured milk and curd which are fast moving and at the same time improve the packing too by introducing tetra pack curd etc.

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CHAPTER-7 APPENDICES

Questionnaire for Retailers

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Name of the Retailer Store Type of Retailer Store

: :

1. Which brands do you sell? a. Jersey b. Vijaya c. Amul d. Heritage e. Others Yes Yes Yes Yes Yes No No No No No

2. Which type of Milk products do you sell? a. Flavoured milk b. Curd c. Butter d. Butter milk e. Ghee Yes Yes Yes Yes Yes No No No No No

3. Which brands of milk products do you sell? Products Brand Jersey Vijaya Amul Heritage Others Flavoured milk Curd Butter Butter milk Ghee

4. Rate the brands on the Scale of 1-5? (1 being worst and 5 being excellent) a. Jersey b. Vijaya c. Amul 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5

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d. Heritage

5. Please rate the factors on a scale of 1-5 with respect to different brands of milk products? Jersey On time delivery Replacement Margin Suitable mode of payment Brand awareness Quality Discounts 6. Which of the following brand is fast moving in your outlet? a. Jersey b. Vijaya c. Amul d. Heritage e. Others Vijaya Amul Heritage

7. Which type of Milk product is in demand in your outlet? a. Flavoured milk b. Curd c. Butter d. Butter milk e. Ghee f. Others

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8.What is the frequency of ordering milk products? Once in days 2 Twice week a Once in a week

Daily Flavoured milk Curd Butter Butter milk Ghee

Others

9. In your opinion, which of the following is the most effective promotional activity? a. Newspaper/TV b. Wall Painting c. Display boards d. Hoardings 10. Rate the following factors on a scale of 1-5 with respective to Jersey? a. Jersey Packing b. Jersey Taste c. Jersey Freshness d. Jersey Quality e. Jersey Price 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5

ORGANIZATION CHART

83

DEPARTMENTAL CHART

84

D.G.M (BD, CC&STO

ASST MGR (RO) HYD

ASST MGR (RO) MADANAPA LLI

ASST MGR (RO) ONGOLE

SUP (P.A) RO

BIBLIOGRAPHY

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Principles Of Marketing-Philip Kotler Sales and Distribution Management Dr.Matin Khan Marketing Research-Rajendra Nargundkar Services Marketing- David L. Kurtz /Kenneth E.Clow Services Marketing Ravi Shankar Sales and Distribution Management-Tapan K.Panda and Sunil Sahadev

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