New Servottam

Brand Awareness and Brand Loyalty
SUMMER TRAINING REPORT

ON
A STUDY ON BRAND AWARNESS & BRAND LOYALTY

AT: SARVOTTAM DAIRY,SIHOR
Submitted to: SIGMA INSTITUTE OF MANAGEMENT STUDIES
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION Under the guidance of: MISS. SHREYA SHAH Submitted By: RAVAL ARJUN HASMUKHRAY ENROLLMENT-117760592077 M.B.A.-SEMESTER III BATCH 2011-2012
SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)
Page 1
SARVOTTAM DAIRY MACHINERY
Page 2
STUDENT DECLERATION
I, Arjun Raval student of MBA at the SIGMA INSTITUTE OF MANAGEMENT STUDIES COLLEGE BARODA, declare that I have prepared and designed this project on my own, under guidance of Miss Shreya Shah, Faculty member of the Sigma College, Baroda.
Date: ________________ Place: ________________
________________ Student Signature Arjun Raval
Page 3
PREFACE
In the modern era of industry good, trained, efficient administration is necessary to run a modern economy activated of commerce smoothly, hence professional attitudes are necessary. No business can run through only theoretical knowledge, it must require practical knowledge of an organization for survive and prosperity on and concern.
Today, to perform better in the industry one must be aware of real situation of concern industry as well whole industry scenario for future planning and for expansion point of view.
I have been given an opportunity to work in practical environment of industry to study how the industry run, what are the external and internal factors affecting the organization decision as well future planning of organization i.e. modernization, expansion of existing business, diversification etc.
In view of the above, I have studied the BRAND AWARNESS & BRAND LOYALTY of company and prepared a report on it.
Page 4
Brand Awareness and Brand Loyalty Acknowledgement
As a part of practical studies, we are required to prepare project report. As a student of MBA, I have presented the project report on of Brand Awarness & Brand Loyalty Sarvottam dairy.
I express my sincere gratitude to the Chairman, Mahendrabhai Panot and manager Hasmukhbhai Pandya for giving me permission to visit the Sarvottam Dairy, Sihor. I express my sincere gratitu de to my Internal guide Ms. Shreya faculty of Sigma institute of management. I express my sincer e gratitude to my Director Mr. B. S. Patel faculty of Sigma institute of management.
Last but not the least, I am thankful to all the senior executives and other staff members who have spend their precious time in helping me throughout my training.
I really thank once again to everyone who has directly or indirectly helped me throughout this training.
Page 5

EXECUTIVE SUMMARY
India, with its status as the largest milk producer in the world, is on the verge of assuming as important position in the global dairy industry. Many international dairy companies are viewing India with an eye to tapping its vast, growing market for dairy products. Similarly, many Indian dairy companies are now trying to acquire international scale, and would like to tap other markets.
Executive summary previews the main points of an in-depth report; it is report. The executive report contains enough information for a reader to get familiarized with what is discussed in the full report without having to read it. Here is how I write an executive report. My report is based on Brand Awarness & Brand Loyalty Sarvottam dairy. at Sarvottam Dairy. My object of study was to identify the factor which improves the capital structure, during the course of study a substantial amount of data was collected. This data has been analyzed and presented in this project. Charts have been used in the representation of data. Sarvottam Dairy produced milk. in Bhavnagar and supply all over the India.
Page 6
CH.1 INTRODUCTION OF COMPANY
Page 7
INTRODUCTION OF COMPANY
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 nineteenth century.
In earlier years, many households owned their own family cow or secured milk from a neighbour 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, problems 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 milk to the urban population; this gave rise to the fluid milk-sheds we see today in every city 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 SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU) Page 8

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 mainly an unorganized sector as barely 10% of our total milk production undergoes organized handling.
Page 9
Brand Awareness and Brand Loyalty COMPANY PROFILE
Name
Sarvottam dairy Sarvottam dairy
Registered office
Bhavnagar Rajkot highway, Sihor.
Establishment Date Registration Date Registration no. Form of organization Chairman & Promoter Managing Director Auditors Bankers
1-3-2000 12-12-2005 REDG/U28701 Co-operative firm. Mr. MahendrabhaiPanot Mr. H.R.Nandva Mr. Jagdishbhai Mehta (C.A.) 1) State bank of saurashtra Sihor branch 2) IDBI, Bhavnagar.
Telephone no. Fax
(02846) 329633, 225502. 91-02846-225501

Page 10

E-mail Website Total workers and staff Manufacturing Product www.sarvottam.in 73 workers. 1) Amul gold milk. 2) Amul buttermilk Main product Raw material Average marketing (per day) Annual output Competitors Milk. Raw milk. 20000 liters. 216 lacs liters. 1) B.D.P.L. 2) Rajwadi milk milk 3) Sugam milk 4) Sampurna
Page 11
Brand Awareness and Brand Loyalty ENVIRONMENT POLICY
Baroda dairy a leading co-operative is Encase in Manufacturing and marketing of milk and milk product in India and abroad. We are committed to protect natural environment for social welfare and co-existence.
FOLLOWING ARE THE PRINCIPLES OF ENVIRONMENTAL POLICY:
Control our plant operations to prevent pollution. To conserve natural resources and energy. Comply with applicable environmental legislation and regulations. Applying greening of the earth within our premises. Continually improve our environmental performance. To minimize generation of waste and follow appropriate methods for its Disposal Create awareness among employees on environmental issues and Environmental management system. Keep our work environment clean and safe.
This Environmental policy will be communicated to all employees, Contractors and suppliers of Baroda Dairy.
Page 12
Brand Awareness and Brand Loyalty QUALITY POLICY
Baroda Dairy firmly believes to provide Milk and Milk products of quality to give total consumer satisfaction. In order to achieve this objective, Baroda Dairy has implemented Quality and Food safety Management Systems since May 2000. The dairy is certified for ISO 9001:2000 and HACCP by SAI Global, which is a wholly owned subsidiary of Standards Australia International Ltd.
The implemented systems emphasize on ensuring and maintaining quality and Food safety at all stage of procurement, Production, Packaging, Storage and Distribution of Milk and Milk Products. The quality of food additives, packaging material and utilities system of Food safety is based on the internationally recognized Codex Standards.
Both the Quality and Food safety Management Systems are audited every six months by SAI Global to ensure the continuity and adequacy. The product quality and safety is ensured at every stage of operation and does not merely relay on final product testing. There is a system in place to identify and assess the risk at every stage of product manufacturing, packaging storage and distribution. Appropriate control measures are implemented at the identified stage to eliminate the possible cause of risk. This ensures the quality and food safety at every stage.
Page 13
Indian Dairy Industry Facts & Figures
Beginning in organized milk handling was made in India with the 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 Bombay since 1945 Pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (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.
Milk Production:
India's milk production increased from 21.2 million MT in 1968 to 88.1 million MT in 2003-04.
India is the largest producer of Milk in the World (replacing USA) Per capita availability of milk presently is 231 grams per day, up from 112 grams per day in 1968-69.
India's 3.8 percent annual growth of milk production surpasses the 2 per cent growth in population; the net increase in availability is around 2 per cent per year.
Page 14
Brand Awareness and Brand Loyalty Marketing:
In 2004-05, average daily cooperative milk marketing stood at 155 lakh liters, registering a growth of 4.2 percent over 148.75 lakh liters in 2003-04.
Dairy Cooperatives now market milk in about 200 class cities including metros and some 550 smaller towns.
During the last decade, the daily milk supply to each 1,000 urban consumers has increased from 17.5 to 52.0 liters.
Innovation:

Bulk-vending - saving money and the environment. Milk travels as far as 2,200 kilometers to deficit areas, carried by innovative rail and road milk tankers.
Ninety-five percent of dairy equipment is produced in India, saving valuable foreign exchange.
Macro Impact:

The annual value of India's milk production amounts to about Rs. 880 billion. Dairy cooperatives generate employment opportunities for some 12 million farm families.
Dairy Farming is the single largest contributor to the economy(5% of GDP &13% of employment)
Dairy industry represents a huge opportunity being the largest single FMCG Market: Urban Mkt size Rs 33000 Crores and organized sector Rs 11000 Crores representing a huge opportunity for conversion and growth.
Page 15
Key challenges before Indian Dairy Industry are as follows:
Ensuring Quality Procurement and efficiencies in supply chain Product differentiation and value addition.
Page 16
HISTORY AND DEVELOPMENT
Gujarat dairy development board establishes 1974 Bhavnagar dairy. Bhavnagar Dairy has brand names SAURAS by this name Bhavnagar Dairy sells milk and ghee in the Bhavnagar district. Milk was gathered by making milk purchased from the cooperative members are 42500 liters and they selling was 54000 liters after decrease in purchased and sales government had close the Bhavnagar Dairy on the date of December 24th 1999. The SANGH was also enabling to do anything for the crisis of Bhavnagar dairy. When the SANGH is established in 1974 they take the responsibility to solve the problem of their cooperative members. Because of close the dairy in December 24th 1999 managed by Nigam and the meeting was called by all milk producers of the Bhavnagar in the ground of JillaPanchayat because of purchase and selling management they assigned responsibility Mr. Harishankar R Nandva and Mr. MahashankarP.Pandya with the support of the political bodies like Mr.SunilOza, Mr. RajendrasinhRanaand Mr. MahendrabhaiPanot of Bhavnagar district Mr. Harishankar R. Nandva and Mr. MahashankarP.Pandya send a application to the Gujarat Government for the reestablishment of SANGH in the district. Both Mr. HarishankarR.Nandva and Mr. MahashankarP.Pandya had done present Bhavnagar Dairy was merger with Uttam Dairy by Ahmadabad by Government department. In this organization they assigned organization responsibility to V.C.Joshi.
Page 17
SIZE AND FORM OF THE UNIT
SIZE OF THE UNIT:

There are three types of industry.
1) Small scale industry. 2) Medium scale industry. 3) Large scale industry.
According to the industrial policy 1991 Small scale unit is a unit in which investment up to 1crore to 5crore. Medium scale unit is a unit in which investment in fixed assets fall between ranges of 5crore to 10crore. Large scale unit is a unit in which investment in machinery and plant exceeds investment more than 10crore. SARVOTTAM DAIRY invests up to 5 crore on its plant and assets. So it is a medium scale industry. Depending on the ownership the business organization can be classified in the following forms: Sole proprietorship. Partnership. Join Sector Company. Co-operative organizations. Government Company
Page 18
Brand Awareness and Brand Loyalty As the name it suggests that it is a cooperative unit.
Before 8 years, the form of this industry was sole proprietorship but it is converted in to co-operative firm. As the name it suggests that it is a co-operative unit. In additional to above there is also other like computer it in dairy manufacturing department. The dairy occupies about 30 acre lands for manufacturing unit and it has one big cold store room on its premises the average receive milk 55,000 liters and selling 20,000 liters per day.
Contribution of Unit to the industry:

The total capacity of dairy is 1,20,000 liters per day. From which they use 55,000 liters of milk for packaging and distribute it in the district and rest of 65,000 liters of milk they sent to MOTHER DAIRY, If we take the production part of the dairy, But if we take the selling part, the dairy only have 60% market of Bhavnagar district. So it shows the growth and development of dairy. The dairy is largest producer of milk at district level, apart from this dairy the competitors like SAMPURNA, SUGAM and RAJWADI are also there to compete in the local level.
Page 19
MISSION OF THE DAIRY:

The mission of the dairy is to provide total customer satisfaction with best quality of product.
VISION OF THE DAIRY:

To become the more effective in supply of the products that dairy produced. To achieve the satisfactory level of distribution. Make very effective in any criteria.
OBJECTIVES OF THE DAIRY:

1) 2) 3) Consistently reduce the customer complain. Consistently reduce the cost of product manufacturing. Improve product and process performance.
Page 20
Brand Awareness and Brand Loyalty POLICY OF THE DAIRY:
1) Consistently supplying quality product to our valued customers in time
2) Continually improving the quality standards by implementing process control and Prevention techniques.
3) Improving manufacturing facilities.
4) Complying with government and safety regulations.
5) Continually improve the effectiveness of quality management Systems.
Page 21
ORGANISATION STRUCTURE
The good organization structure is most important and vital because with the help of the good organization structure, the managerial ability and inner energy of the managers come out. The managerial ability and develop of the business depend upon the organization structure of an organization. The organization structure of the SARVOTTAM DAIRY includes three levels. 1. Top level. 2. Middle level. 3. Lower level.
1) TOP LEVEL:
Top level includes the unit or groups. Top level consists of mainly Board of Directors, General Manager, and Chairman etc.

Chairman: MAHENDRABHAI PANOT G.M. : HARISHANKAR R.NANDVA
Joint G.M.: MAHASHANKAR P.PANDYA
Page 22
2)MIDDLE LEVEL:
Middle level is the very important level, because it is the linker who combines both the level top level to the bottom level.
Finance head: Production head:
Mr. BHIKHUBHAI PATEL Mr. HASMUKHBHAI PANDYA
Co-operative head:
Mr. BHARATBHAI KHER
Marketing head: Mr. VIJAYBHAI RAMANA Auditor: Mr. JAGDISHBHAI MEHTA (C.A.)
3) LOWER LEVEL:
A lower level or bottom level seen at the lowest in the chart of company. It is the level where actual work is done. Workers. Forman.
Page 23
CHART OF ORGANIZATION
Page 24
PRODUCTS
Sarvottam Dairy is producing all its product under the Brand Name of AMUL. As Sarvottam Dairy is best in quality, AMUL asks them to produce for them. The Main Products of Sarvottam Dairy are,
Packaged Milk
Buttermilk Butter
Ghee
CONTRIBUTION TO THE SOCIETY
Sarvottam Dairy is continuously contributing something great to the society as they understand their social responsibilities. Some contributions like,
1. Every Year, they are giving lacs of rupees to the Govt. of Gujarat For "Kanya Kelavni Fund", a fund which is used for the education of Girls who are not able to study somehow.
2. Every Day, some amount of milk is given to the poor children of district.
Page 25
MANUFACTURING PROCESS AND PRODUCTS
Manufacturing process is most important factors of each and every business. The SARVOTTAM DAIRY is producing milk product. Dairy is use two types of producing method, one is a milk and second is a butter milk means milk are their raw materials the dairy produce product as the regular and after the milk. First the checking fat and after put the machinery. SARVOTTAM DAIRY is a consumer goods production sector. Milk is essential ingredient in our life. Process of milk the first milk receives rural area and TALUKA area and received milk in put in to tank and third step milk in general fat and solid not fat and after maintain (S.N.F. and fat). If the fat is increase so, adding water but fat is decrease, so the adding powder S.N.F after maintain and fat the last step persuasion and after packing. In every stage of life milk is useful to develop and maintain our body.
MILK:
SARVOTTAM DAIRY produce milk and butter milk product, it gets raw milk from the rural area from the farmers, after getting the milk they put milk in to the production process
ACTIVITIES OF THE PRODUCTION DEPARTMENT

There are 1100 registered co-operative societies giving milk to Sarvottam dairy. Sarvottam dairy has set up a modern plant for the production process. It has established its plant in a modern high tech style which SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU) Page 26

functions nearly 80% automatically.
1. Raw Material Receiving Dock

It is a big open area, where the raw milk is brought from various societies by way of tankers and cans. The cans are emptied in the milk tank with the help of tankers and cans. The cans are emptied in the milk tank by the way of belt conveyors system and then after the cans are washed in automatic washing machine. The average number of cans washed per minute are 5 to 6. Before distilling cans the milk is graded and weighed. The sample from the can are taken and sent to the laboratory where they are graded in terms of fats and S.N.F. once the milk is collected in the tank, the net process will start to separate the fat and S.N.F from the milk and cash will be separately stored.
2. Pasteurization
The term pasteurization when used in association means heating treatment by heat treatment and cooling to suitable temperature before distribution. After the separation of FAT and SNF the milk is passed through the heat section of pasteurization and is the very first step of pasteurization. The milk is boiled up to 74c for 15 seconds in the machine and then very net second it is chilled at 4 to 6 C instantly. This will lead milk to be cream less that is pasteurized.
3. Standardization
To reduce the fat percentage of milk SMP or skimmed milk is added and to increase the fat percentage, cream is added. Cost of pouch is worked out according to the stand of the milk. After standardization, milk is stored in sios. Sample is taken for analysis of fat, SNF, acidity MRP test etc. If the result is ok, it is sent to the storage tank. Milk sample from the same further subjected to analysis prior to packing.
4. Homogenization
It is the process of mixing. Humanizer is used to homogenize milk, butter milk and flavored milk. SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU) Page 27
5. Pouch packing Section

There are 14 machines used for packing the milk pouches. The milk from pasteurization section is restored in the tanks and from there it is brought to the section by the help of pipelines. Here the machines are operated automatically giving the bags of 500 ml each. The number of bags to be filled with the milk can be derived through the regular in machine. An average output number of bags per hour are 3000 pouches. The department also consists of the carats watching system and it is also fully automatic
MILK:-
Brand Name
Gold (500ml) Shakti (500ml) Sfurti (500ml) Slim & Trim (500ml) 6.08 4.50 3.20 1.50
Fat %
9.00 8.50 8.00 9.00
SNF%
Page 28
PROCESS OF MILK:
Receive milk from co-operative society of milk
Chilling [0-5C]
Milk tank [storage]
Taking general fat and SNF
Standardization [maintain fat & SNF]
Pasteurization [73 C for 30 Sec.]
Process milk tank [store]
Packaging
Page 29

Dispatch to distributors
\\\In the process of milk and butter milk product separate machine is used after packing
milk and buttermilk product they are kept in cold storage
BUTTERMILK (CHHAS) :-
For producing Buttermilk, there is addition of maska whey &sour buttermilk is 30% of the total quantity of curd. Then there ishomogenization e.g. maxing & churning. Afterward, there is pasteurization &standardization. Thus, the curd gets converted intobuttermilk. Then it is packed & stored.
Brand Name Goraschhas Jeerachhas Mastidahi (curd) Goraschhas
Qty. 500ml 200ml 200ml 1ltr
Page 30
PROCESS OF BUTTER-MILK:
Milk
Remove the fat [By separation]
Separate
37C temperature
Add culture [Lactobacillus]
Curd [In 5 hour] SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU) Page 31
Add water
Butter milk [0.5% fat, SNF 6 to 7%]
Pasteurize [60 C] [0 5 C chill]
Packaging
Page 32
PRODUCTION OF CURD
FLOW CHART OF CURD
Page 33
TYPE OF MATERIAL HANDLING EQUIPMENT USED :

Belt conveyers :
Belt conveyers are used for moving of cans. In the production dept. total 12 this kinds of conveyers machines are there .Two machines for lodging & watching, two machines for crates watching and 8 machines for pouch packing.
Hand trolleys :
They are used for the movement of crates. Used to load & unload form vehicles. Transportation of packing material is done by this hand trolleys.
Crates :
They are being used for carrying pouches bottles. Industrial trucks &tanker : They are used for the movement of raw material and finished goods. Milk is brought to dairy by the help of tankers and tempos and finished products are distributes by the help of trucks.
Pipe line :
This is the useful and important for carrying raw material from one section to another. There are long pipe lines used by broad dairy covering all sections. Inventory management for raw materials and finished material :
Raw materials :
The raw material in Sarvottam dairy is mainly the milk which is perishable in nature so the dairy procurement & milk product is done.
Page 34
Brand Awareness and Brand Loyalty Finished materials :

As again the finished goods are perishable in nature so there is no need forfinished goods inventory management.
CO-ORDINATION BETWEEN :
Storage and production :
The store department fulfills the requirement of production department. When production wants raw material other than milk, then give information to store directly. The storage department performs the activity of purchasing it and gives it to the production department. Purchase and production : There is no direct relationship. The production collects items require from stores & stores department receives it from purchase so there is immediately in from of stores. Production department can give guidance to purchase.
Production and dispatch :

Direct relationship means the dispatch department tells the next day requirement works accordingly to fulfill those requirements.
Production and engineering :

The engineering unit is the servicing unit for production department. The easy and suitable source for heating is stem.
Page 35
SALES PROMOTION:-
Sales promotion consist of a varied collection of the incentive tools, mostly short time, designed stimulate greater purchase of particular products of service by consumer of trade. Sarvottam dairy enjoys very good sales. Sales promotion as short is done by the management. But whatever, any new product is launched in launched in the market, the Dairy gives free samples of the new product at a few strategic point in the city.
Page 36
CH.2 THEORITICAL FRAME WORK
Page 37
THEORITICAL FRAME WORK
Background of the study

Many large organizations have marked their presence in the dairy industry and trying to grab as much market share as possible in the industry. Sarvottam dairy is also one of the cooperative organization which is engage in producing the milk and milk products. It sells its milk and milk products under the brand name of AMUL which has the highest market share in Asia. This as a result has maintained national and international for quality and consumers likeliness. These high standard milk and milk products manufactured economically using modern technology are made available timely to consumers. The dairy is manufacturing different types of milk and milk products. The profiles of these products are as under:
Milk
Sr. No. 1 2 3 4
Brand Name Amul Gold Amul Shakti Amul Cows Milk
Fat SNF
Price
Price
Price
(500 ml) (5 ltr) (200ml)
6.00 9.00 Rs 14.00 Rs 140 4.50 8.50 Rs 13.00 Rs 130 3.50 8.50 Rs 12.00 Rs 05
Amul Slim & Trim 1.50 9.00 Rs 10.50
Page 38
Brand Awareness and Brand Loyalty Butter Milk
Sr. No. 1 2 3 4
Type Goras (Simple Chaas) Goras (Simple Chaas) JiraChaas Masala Chaas
Quantity 500 gm 5 liters 200 gm 200 gm
Price Rs 05.50 Rs 55.00 Rs 03.00 Rs 03.00
Importance of the study

This study will help the organization in the following ways. To know the consumer preference towards the various products of the dairy. To know the brand recallability among consumers towards the products of the sarvottam dairy. To formulate and implement new marketing strategies to increase brand awareness among the consumers in a city and also to make profit. To know the favorite brand among the consumers of the sarvottam dairy and also the pattern of their consumption. To know the consumer buying behavior. To know the level of satisfaction towards the quality of the products those are purchased by the consumers. To know the level of satisfaction towards the price of the products those are charged by the sarvottam dairy. To know the level of importance towards the attributes of the products of the sarvottam dairy. To know the level of superiority of the sarvottam dairys products to that of the other brands of products.
Page 39
CH.3 RESEARCH METHODOLOGY
Page 40
RESEARCH METHODOLOGY
Marketing research problem:

To find out the consumer perception on the product of Sarvottam dairy Brands.
Objectives of the project:

1. To study the awareness among the consumer for Sarvottam dairy brands. 2. To study the consumer satisfaction towards Sarvottam dairy milk brands. 3. To study the consumer behaviour towards Sarvottam dairy milk brands. 4. To know the customer taste and preference for the products of sarvottam dairy.
Conceptual Definition:
Customer satisfaction:
It is defined as a response to a particular purchase or
consumption related aspect occurring at a specific point in time.
Brand preference:
competing brand.
The customer defines it as the favoring of a brand over anther
Page 41
Operational Definition:
Customer satisfaction:
The consumer reaction to the evaluation of the perceived
discrepancy between his prior expectation and the last what they consumption of the product.
Brand preference:
It is calculated by measuring the level of the importance or the
preference giving to a certain brand by the consumer in front of other competing brands.
Quantitative research:
I had used this research to generalise the result from the
sample of the population which was interest.
Survey method:
In the survey method a structured questionnaire was used by the
respond and was enough to get specific information.
Questionnaires:Through
the questionnaire I was able to get an insight in to the
consumers mind and to learn about there likes or dislikes of consuming Sarvottam dairy product. All of the questions mentioned in the questionnaires were helpful to me in knowing the consumer buying decision.
Page 42
CH.4 DATA ANALYSIS AND INTERPRETATION
Page 43
DATA ANALYSIS & INTERPRETATION
The statistical techniques can be basically classified into multivariate techniques. Multivariate techniques are most appropriate when there is a single measurement of each element or there are several measurements of each element in the sample but the most important aspect of this technique is that each variable is analyzed in isolation. Multivariate techniques are suitable for analyzing data when there are two or more measurements of each element and the variables are measured simultaneously.
Page 44
DATA INTERPRETATION
Q.1- Do you purchase milk?
Serial no. Option Frequency Percentage (%) a. b. Yes No 99 01 99 01 99 100 Cumulative %
No. of respondents 1
0
yes no
99
Interpretation:Here, the chart shows that 99 respondents purchase milk and only 01 respondent dont purchase milk out of 100 respondents of Sihor.
Page 45

Q.2- what is the source of milk?
Sr. no
Option
Frequency
Percentage %
Cumulative (%)
a. b. c. d.
Sarvottam dairy Milk Any other brand Local dairy Local loose milk vendor
55 00 05 40
55 00 05 40
55 55 60 100
60
55
40
Series 3 Series 2 No. of respondents
50
40
30
20
10
5
baroda dairy milk local loose milk vendor local dairy any other brand
Interpretation:Here, the chart shows that the 55 respondents purchase Sarvottam dairy milk, 40 respondents purchase local loose milk vendors and 5 respondents purchase local dairy milk out 100 respondents from Sihor.
Page 46

Q.3- which brand do you purchase?
Sr. no Option Frequency Percentage (%) a. b. c. d. Amul Shakti Amul Gold Amul Slim & Trim Amul cows milk 12 38 03 02 22 69 05 04 22 91 96 100 Cumulative (%)
40 35 30 25 20 15 10 5 0 amul shakti
38
Column3
12 3
amul gold amul slim & trim
Column2 No. of respondents
2
amul cow's milk
Interpretation:Here, the chart shoes that out of 55 Sarvottam dairy milk users 12 respondents purchase Amulshakti milk, 38 respondents purchase Amul gold milk, 3 respondents purchase Amul slim & trim milk and 2 respondents purchase Amul cows milk.
Page 47

Q.4- How did you come to know about the brands? Sr.no Option Frequency Percentage (%) a. b. c. d.
30
Cumulative (%) 47 78 91 100
Friends & relative Word of mouth Retailer Sign/Bill board
26 17 07 05
47 31 13 09
26
Column3
25
20
17
Column2 No. of respondents
15
10
0 friends & relative world of mouth retailers sign/bill board
Interpretation:Here, the chart shows that out of 55 Sarvottam dairy milk users 26 respondents come to know about Sarvottam dairy by their friends and relative, 17 respondents come to know about Sarvottam dairy through words of mouth, 7 respondents come to know about Sarvottam dairy through retailers and 5 respondents come to know about Sarvottam dairy by sign/ bill board.
Page 48

Q.5- Reasons for using Sarvottam dairy milk?
Sr.no Option Frequency Percentage (%) a. b. c. d.
25
Cumulative( %) 42 58 91 100
Easy available Family preference Proper fat contain Price
23 09 18 05
42 16 33 09
23 18
Column3 Column2
20
15
10
No. of respondents
0 easy available family preference proper fat contain price
Interpretation:Here, the chart shows that out of 55 Sarvottam dairy milk users 23 respondents use Sarvottam dairy milk because of its easy available, 9 respondents purchase Sarvottam dairy milk because their families prefer this brand, 18 respondents purchase Sarvottam dairy milk because of its proper fat contain and 05 respondents purchase because of its price.
Page 49

Q.6- How often do you purchase milk in a day ?
Sr.no Option Frequency Percentage (%) a. b. c. One time Tow time More than three time 86 14 00 86 14 00 86 100 Cumulative (%)
100 90 80 70 60 50 40 30 20 10 0 one time two time No. of respondents Column2
86
Column1
14 0
more than three time
Interpretation:Here, the chart shows that 86 respondents purchase milk only one time in a day and 14 respondents purchase milk two times in a day out of 100 respondents of Sihor.
Page 50

Q.7- When do you purchase milk?
Sr.no a. b. c. Option Summer Winter monsoon Morning 88 72 70 Noon 00 00 00 Evening 12 28 30 Total 100 100 100
100 90 80 70 60 50 40 30 20 10 0
88 72 70
morning noon
28 12
summer winter
30
evening
monsoon
Interpretation:Here, the chart showing that in summer 88 respondents purchase milk in morning and 12 respondents purchase milk in evening, in winter 72 respondents purchase milk in morning and 28 respondent purchase milk in evening and in monsoon 70 respondents purchase milk in morning and 30 respondents purchase milk in evening out of 100 respondents of Sihor.
Page 51

Q.8- How long have you been using Sarvottam dairy milk?
Sr.no Option Frequency Percentage (%) a. b. c. d. Less than two years Two to five years Six to ten years More than ten years 06 13 15 21 11 24 27 38 11 35 62 100 Cumulative (%)
Interpretation:Here, the chart shows that out of 55 Sarvottam dairy milk users 6 respondents use Sarvottam dairy milk less than two years, 13 respondents use Sarvottam dairy milk during two to five years, 15 respondents use Sarvottam dairy milk during five to ten years and 21 respondents use Sarvottam dairy milk more than ten years.
Page 52

Q.9- Which size of pouch do you prefer to buy ?
Sr.no Size Frequency Percentage (%) a. b. c. d. 250ml 500ml 1ltr. . More than 1ltrs. 06 18 47 29
06
Cumulative (%) 06 24 71 100
18 47 29
50 45 40 35 30 25 20 15 10 5 0 less than 500ml 500ml to 1ltsr.
47
29 18 6
1ltr. To 2ltrs. more than 2ltrs.
Column2
Column1
No. of respondents
Interpretation:Here the chart shows that out of 100 respondents of Sihor 06 respondents purchase less than 500ml milk in a day, 18 respondents purchase 5ooml to 1ltr. Milk in a day, 47 respondents purchase 1ltr. To 2ltrs. Milk in a day and 29 respondents purchase more than 2ltrs. Milk in a day.
Page 53

Q.10- Will you buy Sarvottam dairy milk if price increase?
Sr.no a. b. Option Yes No Frequency 39 16 Percentage 71 29 Cumulative (%) 71 100
No. of respondent
0 16
yes no
39
Interpretation:Here, the chart shows that out of 55 Sarvottam dairy milk users 39 respondents are purchase Sarvottam dairy milk if price increase and 16 respondents dont purchase.
Page 54

Q.11 Are you satisfied with Sarvottam dairy Milk?
Sr.no Option Frequency Percentage Cumulative (%) a. b. Yes No 43 12 78 22 78 100
No. of respondent
0 12
yes no
43
Interpretation:Here, the chart shows that out of 55 Sarvottam dairy milk users 43 respondents are satisfied with Sihor Milk and 12 respondents are not satisfied with Sarvottam dairy milk
Page 55
Brand Awareness and Brand Loyalty FINDINGS
Almost 100% respondents purchase milk in Sihor. Almost 55% of the respondents source of milk is Sarvottam dairy booth.
Almost 50% respondents come to know about Sarvottam dairy milk brands from friends and relatives. Almost 69% respondents purchase Amul gold in Sarvottam dairy milk Brands.
Sarvottam dairy milk brands are easily available and have proper fat contain. Almost 86% respondents purchaseSarvottam dairy milk brands one time only per day.
Most of the respondents purchase milk in the morning regardless the season. 65% consumers have been using Sarvottam dairy milk for six years or more than that.
Page 56
Almost 50% consumers prefer to buy 1ltr. To 2ltrs. pouch. 71% respondents will buy Sarvottam dairy milk even if the price increases.
78% respondents are satisfied with the Sarvottam dairy milk.
Page 57
Brand Awareness and Brand Loyalty CONCLUSIONS
During my training I had done a project on Brand Awareness and Brand Loyalty of Sarvottam dairy. I had learnt a lot and got opportunity to know what consumer think and what they feel about Sarvottam dairy product because I had done field work and I was in between the customers only. I gained practical knowledge. I analyzed from my questionnaire that there are about approximate 100% customers aware to the Sarvottam dairy milk brands. I had learnt sufficient consumers fully satisfied and loyal towards Sarvottam dairy milk brands.
Page 58
SUGGESTIONS
Sarvottam dairy s almost 20% consumers are not satisfied where as only 71% consumers are ready to buy even price increases. So Sarvottam dairy has to be cautious while increasing the prices. Sarvottam dairy has to maintain or/and increase the brand loyalty among consumers.
Page 59
Brand Awareness and Brand Loyalty QUESTIONNAIRES

1. Personal Information a. Name : b. Sex: - male c. Age : d. Occupation :
Female
2. Are you aware about Sarvottam dairyMilk ? a. Yes b. No 3. If yes, which of the following Products are you aware of a.Amul gold b. Amulshakti c.Amul slim and trim d.Amul cows milk 4. Do you purchase milk? a. Yes b. No 5. If yes, then what is the source of milk? a. Sarvottam dairy Milk c. Local loose milk vendor b. Local Dairy d. Any other brand
6. If (A) then which brand do you purchase? a. Amul Shakti c. Amul Slim & Trim b. Amul Gold d. Amul Cows Milk
7. How did you come to know about the brands? a.Friends&Relatives b. Words of mouth c. Retailers d.Sign/Bill boards
Page 60

8. Reasons for using Sarvottam dairy milk? a. Easy availability c. Proper fat contain b. Family preference d. Price
9. How often do you purchase milk per day? a. One time b. Two time c. More than three time
10.When do you purchase milk? Morning Summer Winter Monsoon Noon Evening
11.How long are you using Sarvottam dairy milk? a. Less than two year c. Six to ten years b. Two to five years d. More than ten years
12.How much quantity of milk do u purchase per day? a.Less than 500ml c.1ltr. to 2ltrs. b. 5ooml to 1ltr. d. More than 2ltrs.
13. If you are currently using Sarvottam dairy milk. Suppose this brand is not available at one shop. What will you do? a. Search for the same brand in other shop & buy
SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU) Page 61

Yes No b. Search for the same brand in other shop & wait if not available Yes No c. Purchase from local Dairy or loose milk vendor immediately Yes No 14.Will you buy Sarvottam dairy Milk if price increase? a. Yes b. No
15.Are you satisfied with Sarvottam dairy Milk? a. Yes b. No
Page 62
BIBLIOGRAPHY
Following were the primary and secondary data resources used by me to prepare this report.
Reference book: Marketing management by PHILIP KOTLER Published by PEARSON EDUCATION TWELFTH EDITION
Webliography: www.indiandairy association.com www.pearsoned.co.in/pkotler
Reference material Annual report of Sarvottam dairy 2010-2011.
Page 63

New Servottam

Încărcat de

Informații document

Descriere originală:

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

New Servottam

Încărcat de

Drepturi de autor:

Formate disponibile

Brand Awareness and Brand Loyalty

SUMMER TRAINING REPORT

A STUDY ON BRAND AWARNESS & BRAND LOYALTY

Submitted to: SIGMA INSTITUTE OF MANAGEMENT STUDIES

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

SARVOTTAM DAIRY MACHINERY

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

Date: ________________ Place: ________________

________________ Student Signature Arjun Raval

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty Acknowledgement

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

CH.1 INTRODUCTION OF COMPANY

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

Brand Awareness and Brand Loyalty

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty COMPANY PROFILE

Sarvottam dairy Sarvottam dairy

Bhavnagar Rajkot highway, Sihor.

Telephone no. Fax

(02846) 329633, 225502. 91-02846-225501

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty ENVIRONMENT POLICY

FOLLOWING ARE THE PRINCIPLES OF ENVIRONMENTAL POLICY:

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty QUALITY POLICY

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

Indian Dairy Industry Facts & Figures

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty Marketing:

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

Key challenges before Indian Dairy Industry are as follows:

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

HISTORY AND DEVELOPMENT

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

SIZE AND FORM OF THE UNIT

SIZE OF THE UNIT:

1) Small scale industry. 2) Medium scale industry. 3) Large scale industry.

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Contribution of Unit to the industry:

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty

MISSION OF THE DAIRY:

VISION OF THE DAIRY:

OBJECTIVES OF THE DAIRY:

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU)

Brand Awareness and Brand Loyalty POLICY OF THE DAIRY:

1) Consistently supplying quality product to our valued customers in time

3) Improving manufacturing facilities.

Date: Place: