CHAPTER-1

INTRODUCTION

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1.1 Sales & Distribution

Sales refers to the exchange of goods or services for an amount of money or its equivalent in

kind. Selling helps an organization achieve its business goals. Thus, managing sales in an

organization is a critical activity. A sales manager needs to ensure that the salespeople are

motivated to perform the selling function in a way that will help the organization attain its

goals.

The sales team continuously monitors the changes taking place in the external environment

regarding competitors, customers, government and other regulatory agencies, advances in

technology, and industry trends. This provides the sales personnel with vital information

regarding trends in organizational sales, product development, and budgets.

By offering the management vital inputs pertaining to such information, the sales team helps

the management to develop plans regarding sales, production, and design. Over the years,

substantial changes have taken place in the selling environment, leading to changes in the

sales function.

The trends that have shaped the sales function include shorter product life cycles, longer and

more complex sales cycles, reduced customer loyalty, intense competition among

manufacturing firms, rising customer expectations, increasing buyer expertise, electronic

revolution in communications, and the entry of women into the sales force.

In addition to having a strong sales function, companies should also have efficient

distribution channels to make the products available to the end consumer. Management of

distribution channels involves efficient channel design, conflict management and

implementation of sophisticated channel information systems which will enhance the process

of making the products available to the end consumer in a timely manner.

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This book, Sales and Distribution Management provides an overview of the sales and

distribution function. It discusses various aspects of the sales function ranging from various

sales organization structures to the role of the sales manager in improving sales by hiring,

training, motivating and leading the sales force. The second half of the book deals with the

distribution function and discusses logistics and channel management.

1.1.1 Sales-

A sale is the exchange of a commodity or money as the price of a good or a service. A sales is

a transaction between two parties where the buyer receives goods (tangible or intangible),

services and/or assets in exchange for money. It can also refer to an agreement between a

buyer and seller on the price of a security.

“ Sales is activity related to selling or the amount of goods or services sold in given time

period.”

A sales functions as a contract between the buyer and seller of the selected goods or services.

In order to complete a sale, both parties must be deemed competent and be in agreement

regarding the terms as set forth. In simple terms, Sales refers to the activity or business of

selling products and services.

1.1.1.1 SELLING AS A PART OF MARKETING

Marketing is simply the act of ‘bringing the product to market’. Selling on the other hand is

the final step which leads to close a sale, converts a prospective buyer into a customer, or

making a conversion.

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1.1.1.2 DIFFERENC BETWEEN SALES AND MARKETING

Sales and Marketing are closely interlinked and are aimed at increasing revenue. As sales

and marketing are closely intertwined, it becomes hard to realize the difference between the

two. In small firms, one cannot comes across much difference between sales and marketing.

But bigger firms have made clear distinction between marketing and sales and they have

specialized people handling then independently.

SALES MARKETING

Marketing is
The act of transfer of ownership of a understanding the
product from the manufacturer to the requirements of the
ultimate customer in exchange of customer in such a way
money or any other consideration is that whichever any new
known as sales. product is introduced, it
sells itself.

Planning is short-term oriented, in Planning is long term

terms of today's products and market oriented, in terms of new
products, tommorrow's
markets, and future
growth.

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1.1.1.3 Sales Management-

Sales Management is the attainment of sales force goals in an effective and efficient manner

through;

- Planning

- Staffing

- Training

- Leading

- Controlling Organizational Resources.

“ Sales management involves the direction and control of salesman, sales planning,

budgeting, Policy making, coordination of marketing research, advertising, sales promotion

and merchandising and the integration in the marketing program of all business activities that

contribute to the increased sales and profits.”

According to American Marketing Association(AMA)- “Sales management is defined as the

planning, direction and control of personal selling, including recruiting, selecting, equipping,

assigning, routing, supervising, paying and motivating as these tasks; apply to the personal

sales force.”

Sales Management is a part of marketing management. It is the process which converts the

marketing plan into actions. it also manages the personal selling part of marketing

programme of the company. It focuses on formulating the strategies that assist a company to

reach its marketing objectives.

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1.1.1.4 FUNCTIONS OF SALES MANAGEMENT

Planning
(Building a profitable
customer oriented sales
team)

Controlling Staffing
(Hiring the right
(Evaluating the past
people to sell and
to guide the future)
lead)

Leading Training
(Guiding average (Educating sales
people to perform at personnel to satisfy
above average levels) customer)

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1.1.1.5 THE SALES PROCESS

As a part of selling activities, if salespeople follow the steps and phases shown below, their

chances of success are far better.

STEP-1; Pre-sale preparation- In this step sales personnel try to acquire the background

knowledge about customer and their needs and wants. The sales personnel also try to gain the

knowledge about market, product, its features, products of competitors, and method of

selling.

STEP-2; Prospecting- It is identifying or finding prospects i.e. Prospective and potential

customers. Methods of prospecting or sales lead generation are;

 Referrals from existing customers

 Company sources

 External sources

 Salespersons networking

 Industrial directories

 Cold canvassing

STEP-3; Pre-approach- In this, sales personnel collect the information regarding the

prospect’s likes, dislikes, economic status, etc.

STEP-4; Approach- It involves following;

 Make an appointment to meet the prospects

 Make favorable first impression

 Select an approach technique- Introductory, customer benefit, product, question,

praise.

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STEP-5; Sales presentation and demonstration- In this stage, salesperson present the

product in front of the prospects and demonstrate its features and potential benefits.

STEP-6; Handling customer objections- Objections are the queries and doubts of the

customer about the product or organization. Objections take place during presentation/ when

the order is asked. There are two types of objection;

 Psychological/ Hidden

 Logical/ real and practical

There are some methods for handling and overcoming objections;

 Ask questions

 Turn an objection into a benefit

 Third party certificate

 Compensation

STEP-7; Closing the sales- At this stage, the actual sale is realized. It is the outcome of all

the efforts put into preparation, prospecting, approaching and presenting. There are some

techniques which are used for closing the sales;

 Alternative choice

 Minor points

 Summary of benefits

 Special offer

 Probability

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  Negotiation and

 T- account

STEP-8; Follow-up and Service- It is necessary for customer satisfaction. Successful

salespeople follow up in different ways; for example,

 Check order detail

 Follow through delivery schedule

 Build long term relationship

 Arrange warranty service

1.1.2DISTRIBUTION MANAGEMENT
Distribution management involves controlling the movement of materials and goods from

their destination. Distribution management is the other side of marketing. While marketing

creates demand, distribution management’s goal is to satisfy demand as quickly, capably, and

cheaply as possible. It is concerned with ensuring the product is in the right place at the right

time.

Distribution management deals with the ‘Place’ part of marketing mix. It is the management

of efficient transfer of goods from the place of manufacture to the point of sales or

consumption. It encompasses such activities as warehousing, materials handling, packaging,

stock control, order processing, and transportation. It involves planning, implementing, and

controlling the physical flows of materials and final goods from points of origin to points of

use to meet customer requirements at a profit.

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Distribution management is concerned with demand satisfaction through creation of time and

place utility.

Physical
distribution

Distribution
Management
Marketing
channel

1.1.2.1DISTRIBUTION CHANNEL-

Distribution channel is the route between producers and users through which goods are

distributed. A distribution channel involves the movement of goods and services from the

manufacturer to the ultimate consumer passing through various intermediaries. Therefore, the

key actors in the distribution channel are manufactures, intermediaries and consumers.

According to American Marketing Association, “A channel of distribution is the structure

of intra-company organization, units and intra-company agent and dealers, wholesalers and

retailers through which a commodity product or services marketed.”

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According to Philip Kotler, “ Every producer seeks to link together the set of marketing

intermediaries that best fulfill the firm’s objective. This set of marketing intermediaries is

called the Distribution channel.”

‘Delivery’ is the main aim of distribution channel. The availability and reachability of all

public and private goods and services to final consumers can be made only through

distribution channels. As a result, numerous distribution-oriented agencies have emerged

recently; such agencies are usually termed as ‘intermediaries’ since they mediate between

production and consumption activities.

1.2.1.1 PURPOSE OF DISTRIBUTION CHANNELS-

 To ensure the proper availability of desired product

 To improve the sales outlook

 To establish cooperation between Distribution factors

 To achieve and maintain a level of service

 To minimize logistics and total cost

 To collect accurate information

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1.2.1.2 FUNCTIONS OF DISTRIBUTION CHANNEL

FUNCTION OF MARKETING CHANGELL

Matching buyers $ sellers

Information provider

Time $ place utility

Assortment of
Products Price stability

Permotion

Finanacing

Titale

Assist in production
fuction

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1.2.1.3 Number of Distribution channels

1. Direct Marketing Channel - A marketing channel that has no inter-

mediaries levels.

2. Indirect Marketing Channel - Channels containing one or more inter-

mediaries levels.

1.2.1.4 Customers Marketing Channel

Channel l. Manufacturer ...................................................... Consumer

Channel 2. Manufacturer ...........Retailer....................... Consumer

Channel 3. Manufacturer...........Wholesaler........Retailer.... Consumer

Channel 4 . Manufacturer .........Wholesaler.....Jobber.......Retailer.. Consumer

1.2.1.5 Channel Dynamics

Distribution channel do not stand still. New whole selling and retailing institution emerge and

new channel systems evolve. There are four types of marketing channels.

1. Conventional Distribution Channel

A Channel consisting one or more independent process (S) wholesale (S) & Retailer (S).

Each is a separate business seeking to maximize its own profits even if this goal reduces

profit for the system as a whole. No. of channel member has complete or substantial control

over the other members.

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2.Vertical Marketing Channel

This is most recent Marketing channels. A distribution channel system as which producers,

wholesalers and retailers act as unified systems. One channel member, the Channel Captain

owns the others or franchises them or has so much power that they all co-operate. The

channel captain can be the producer, the wholesaler, or the retailer.

3.Horizontal Marketing Channel :

A distribution Channel System in which two or more unrelated companies put together

resources or programmes to exploit an emerging marketing opportunity.

4. Multi-Channel Marketing:

In the past, many companies sold to single market through a single Channel, Multi channel

Marketing occurs when a single firm uses two or more marketing channels to reach one or

more customer segments.

1.3 RETAILING

Includes all the activities involved in selling goods or services directly to final con14ummers

for personal non-business use. A retailer or retail store is any business enterprise whose sales

volume comes primarily form retailing.

Retailers are the last but not the least in the marketing channel through whom the eventual

transfer of ownership of goods take place. The use of retailer boils down to their superior

efficiency in making goods widely available and accessible to target markets. In most cases

the retailers perform the important functions mentioned as under.

1. Information

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 2. Promotion

3. Negotiation

4. Ordering

5. Financing

6. Risk Taking

7. Physical Possession

8. Payment

9. Title.

The Major retailer types are following :-

1. Specialty Store :- They sell narrow product line with deep assortment.

2. Departmental Store :- They sell several product line with each line operated as separate

department managed by specialist buyers or merchandisers.

3. Super Market: - They are relatively large, low cost, low margin, high volume self service

operation designed to serve total needs for food, laundry and household maintenance

product.

4. Convenience Store :- These are relatively small store located near residential areas, Open

long hours, seven days a week and carrying an united lines of high turn over

convenience products at slightly higher prices.

5. Discount Store :- These sell standard merchandise at lower prices with lower margins and

higher volumes.

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6.Off price Retailer :- These sell the merchandise which are bought at less than regular

wholesale prices and sold as less than retail. These may be of 3 types mentioned as

under :

(a) Factory orders

(b) Independent off-price retailers

© Warehouse clubs (Wholesale Clubs)

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1.4 DISTRIBUTION MANAGEMENT OF NAMASTE INDIA

The dairy industries companies run mainly on the factors such as availability, service

frequency, affordability, taste and marketing. Availability is plays a vital role because

purchasing power is depend u p o n a v a i l a b i l i t y o f t h a t p r o d u c t , i n c a s e

d i s t r i b u t o r s a n d r e t a i l e r s s e r v i c e m a t t e r a l o t . R e t a i l i n g includes all the

activity in selling goods or service directly to the customers or personal non business use. A

retailer or retail store is any business enterprises whose sales volume comes

primarily from retailing.

Retailers are the part of milk marketing channels and perform the work of moving goods

from producers to the customers. It overcomes the time, place and possession gap that

separates goods and service from those who needs or wants them. Retailers as

member of marketing channel perform a number of key functions. Some

functions (physical, title, promotion) constitute a forward flow of activity from

the company to the customers; other functions (ordering and payment)

constitute a backward flow from customers to the company. Still others (information,

negotiation, finance and risk taking) in both directions.

The project delves into the workings from the distribution aspect of an FMCG organization,

in detail. NAMASTE INDIA, being an FMCG company, attaches a lot of significance to the

distribution aspect of its business. The distribution channel of NAMASTE INDIA holds a lot

of potential in affecting the demand or sales of NAMASTE INDIA products through delivery

on time, delivery of variety of products, the retailer-friendliness of the policies being set by

the distributors and equitable distribution of products to all the retail outlets in a particular

region, to name a few.

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So, In order to plan retail coverage we map out the positions of NAMASTE

INDIA outlets ,and competitor’s outlets. This project was carried out in Kanpur

city. For analyzing and presenting information that is tied to geographical location, we

divided the city in different wards. By analyzing geographical representation and sales data

with spatial distribution NAMASTE INDIA outlets, competitor’s outlets and the density of

others in an area, we identify unexplored area and plan location outlets to increase its market

penetration. Using such research we can ascertain the quality and depth of retail penetration

in specific area.

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1.5 DISTRIBUTION NETWORK-

Most producers work with marketing intermediaries to bring their products to

market. The marketing intermediaries make up a marketing channel also called

distribution channel. Distribution c h a n n e l s a r e s e t s o f i n t e r d e p e n d e n t

o r g a n i z a t i o n s i n v o l v e d i n t h e p r o c e s s o f m a k i n g a p r o d u c t o r service

available for use or consumption.

The Head Office of NAMASTE INDIA is located at KANPUR. The entire market is divided

in 5 zones. A z e r o l e v e l o f c h a n n e l a l s o c a l l e d a d i r e c t m a r k e t i n g

c h a n n e l c o n s i s t s o f a m a n u f a c t u r e r selling directly to the final customers. A one

level channel; contains one selling intermediary such as retailer to the final customers.

A two level channel two intermediaries are typical ly wholesaler and retailer. A

three level channel are typically wholesaler, retailer and jobber in between.

NAMASTE INDIA has an excellent distribution. It is its distribu tion channel,

which has made it so popular. NAMASTE INDIA’s products like milk and mi lk

products are perishable. It becomes that much important for them to have

distribution.

1.6 Distribution Chart

We can see from above figure that NAMASTE INDIA distribution channel is

simple and clear. The products change hands for three times before it reaches to the final

consumer. First of all the products are stored at the Agents end who are mere

facilitators in the network. Then the products are sold to wholesale dealers who

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then sell to retailers and then the product finally reaches the consumers.

Products Agents Wholeseller

Consumers Retailer

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 CHAPTER; 2
COMPANY PROFILE

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2.1 ABOUT ROHIT SURFACTANTS PRIVATE LIMITED

In the ever changing world where changes are made at fast pace. It is important to understand

how these changes affect our lives and lifestyles.

The driving force at RSPL Group is to understand profound changes in product technology

and consumer needs to make our brands the way consumer desires them to be. We believe

that the only constant in history of mankind is evolution and so should it is our endeavor to

give superior brand experience and most superior value for consumer’s money. Our

undeterred pursuit for evolution has led the company to progress on the path of value during

our growth.

RSPL Group is 3800 crore diversified conglomerate, which is committed for value for money

propositions & credited with several innovations over last 3 decades. The sagacity to weave

its business around consumer needs has conferred RSPL Group with a distinct value and

identity. Efficient capital structure, cutting edge technology, operational discipline and a

widespread distribution network, have together attributed to enhance RSPL Group and

enabled the organization to deliver value to consumers. Keeping in line with its expansion

programme, The company has been established detergent manufacturing units in various

locations across the India to enable the company to fulfill the demand of its products across

the country more effectively.

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The company is going to set up a new unit in Raipur, Chhattisgarh for the manufacturing of

detergent cake, powder and acid slurry. The company has applied for necessary approvals to

set up the unit. Within next couple of years the group’s installed capacity of detergents

would cross 800000 MT PA.

To make its presence stronger in Southern States, the company is planning to set up a unit

in Karnataka. The company has already acquired. Land at Bidar, Karnataka for the purpose.

Keeping in view the expanding market of personal & home care products in India, the

company has set up a unit in Haridwar for the manufacturing of personal and home care

products like Shampoo, Hair oil, Toothpaste, Moisturizer, Shaving Cream, Liquid Hand Wash,

Floor Cleaner, Liquid Detergent and Toilet Cleaner.. Installed capacity of unit will be 123 MT

per day for all the products taken together. The unit has become operational in March 2010.

2.1.1 Constitution:

Rohit Surfactants Private Limited, a flagship company of RSPL Limited Group, owner of

Trademark Ghadi, was incorporated on 22nd June 1988 with the name Shri Mahadoe Soap

Industries Private Limited and the name was changed to its present name with effect from

17th June 2005.

The group has under gone another major restructuring in the year 2008. The said

restructuring has enabled the group to consolidate the detergent and leather business, along

with all related brands into one single entity and separating the real estate business into

another entity.

2.1.2 Historical Background

Late Dayal Das with his sons Shri Murli Dhar Ji and Shri Bimal Kumar Ji initiated the group as

a small family business. It is said that knowledge and expertise comes from experience. It

was their efforts and dedication that laid the foundation on which the empire of RSPL

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Limited group has been build up within a span of three decades.

2.1.3 Group comprises of companies mentioned under:-

1) Rohit Surfactants Private Limited -Company does the manufacturing and marketing of

detergents, toilet soaps, leather & footwear, wind energy and other FMCG products.

2) Nimmi Build Tech Private Limited (formerly known as Poonam Developers &

Infrastructure India Private Limited) - This company is involved in the business of

construction and real estate.

3) Namaste India Foods Private Limited - This is the latest venture of the group into the dairy

business. The Company has set up number of milk collection centers at Shivrajpur, Kanpur

for collection of milk from villagers.

All the Companies are under the supervision and control of the single management thereby

making its recognition as the RSPL Limited GROUP.

2.1.4 MISSION & VISION

 Our Mission-

To be a part of consumer’s daily life by giving them best value for money through

well researched and ever evolving excellent products.

 Our Vision

Evolution is constant.

2.1.5 OUR CORE VALUES

 Consumer Centricity

 Continuous Improvement

 Integrity

 Thorough Planning and Execution

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2.1.6 CORPORATE SOCIAL RESPONSBILITY:

Charitable Hospital

Inaugrated in April 2013, LAXMI DEVI DAYAL DAS CHARITABLE HOSPITAL is a

significant social initiative taken by RSPL Group to serve the humanity.

Set up nearly 29 Km away from the city of Kanpur, the hospital aims at providing medical

assistance for ailments and surgeries to the poor and needy. The hospital has set prescribed

standards in both medical treatment & patient comfort aiding quick and complete cure. It is

equipped with latest medical equipments facilitating accurate treatment to its patients. It

offers medical treatments to patients at nominal rates so that people from all walks of life can

afford to avail the medical facilities of the hospital and also distributes medicines absolutely

free of cost on a daily basis to those people who cannot afford to pay.

The hospital through its specialized & committed doctors is dedicated to fulfill its objectives

of complete and comprehensive health care and is inclined to work for the betterment and

upliftment of the society

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2.1.7 PRODUCTS
2.1.7.1 FMCG Division ( Household & Personal Products)

Ghari Detergents brand is one of the fastest growing in the stagnant FMCG market. The

Ghari Group, in spite of such competition, is making great strides in the Indian Detergent

Industry and is currently ranked as third largest brand in its category with more than 16%

market share (approx.) and is striving to better its position by constant endeavor. With the

passage of time, by adopting latest technology and using premium quality raw material, it

developed a product under the brand name ‘GHARI’ to the liking of the masses and

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achieved a group turnover of more than Rupees 1000 Crore in the financial year 2006-07,

continuing with an average growth rate of 15 to 20%.

Household Products;

 Ghadi Detergent Cake

 Ghadi Detergent Powder;

 Expert Dishwash Bar;

 Expert Ultra Gel (liquid)

Personal Care Products

 Venus Bath soap
 Venus Toilet soap

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Hygiene Care Products

 Pro-ease Sanitary Pads

2.1.7.2 Red Chief ; The Power of Real Leathr

Leayan Global Pvt. Ltd, the fast growing part of RSPL, is a respected name in leather

industry since 1995. It’s an assemblage of potential manufacturing units with an unbeaten

experience of 16 years. RSPL Limited started its primary business with a single production

unit with its own FMCG soap Brand- GHARI in the year 1988. With its innovative and

hardworking attempts, GHARI became a leading FMCG brand in India.

The footwear range of Leayan Global Pvt. Ltd was launched under the brand name RED

CHIEF in 1997 to meet growing demand for branded high quality leather footwear. The

company is a complete leather and footwear manufacturer with its own tannery and five

manufacturing plants. This recognition is inspiring the team to increase its production

capacity and fulfill the growing needs of consumers.

The company has also taken the fashion industry by storm with their venture in the apparel

and accessory sector. We are now offering solutions to all men's fashion and lifestyle

requirements. Not only are we diversified, we are offering designs which are unique and

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stand out from those of our competitors; but we also stand united in our promise of delivering

nothing but the best.

2.1.7.3 RENEWABLE ENERGY

RSPL Group

The company also creates clean energy to meet the increasing demand for clean electricity

and to address the pressing challenges of global warming and energy security. Our plan is to

grow to 100MW operational capacity in the next few years.

The Company has seven wind farms in Karnataka Rajasthan, Tamilnadu, Gujarat, and

Madhya Pradesh with a consolidated wind energy generation capacity of 50.1 megawatts.

The 6 megawatts wind power plant at Hiriyur, Chitradurga Dist(Karnataka) & 9.6 -megawatt

at Gujarat wind farm spread across the two sites namely Dhun Dohraji and Jamvali, 9

megawatts wind power plant at Jaisalmer, Rajasthan, 10.5 megawatts wind power plant at

Tamilnadu and 15 megawatts at Madya Pradesh wind farm spread across the two sites

namely Hathuniya and Gathiya Phase-1. All the projects Operation and Maintenance (O&M)

taking care by OEM's (Original Equipment Manufacturer) have Long Term PPAs of 20 to 25

years

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2.1.7.4 REAL ESTATE; Nimmi Buildtech

REAL ESTATE PROJECTS

The Group has interest in Real Estate industry. One of the group companies, Nimmi Build

Tech Private Limited (formerly known as Poonam Developers & Infrastructure India Private

Limited), is engaged in the business of construction and real estate.

The Company has set up an IT Software Technology Park in Noida. The company is

developing residential projects in Kanpur and one residential project in Lucknow through

SPV .

2.1.7.5 DAIRY PRODUCTS

NAMASTE INDIA

RSPL Limited is all set to further consolidate its position in the dairy business with the name

of "Namaste India Foods Private Ltd." Along with the taste, the milk is full of calcium,

protein, carbohydrates, vitamins, etc., for healthy growth of human body. The Company

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aims to provide remunerative returns to the farmers and also serve the interest of consumers

by providing quality products which are good value for money.

NAMASTE INDIA FOODS PVT. LTD.is an Indian Dairy Company that is committed to

supply pure milk & milk products. Situated at Shivrajpur,31 km away from Kanpur Nagar,

company has established a developed Agriculture & Cattle Farm where Agriculture & Cattle

Farming is done by the scientific method. The unit is fully automated with international

standards and plans to collect, process and pasteurize 4 Lakh litre milk per day. It has

collection centres in hundred villages and will be extending to 1000 villages in another three

years. Company is establishing milk chilling centres at the distance of every 50 km from its

Dairy Plant (around Kanpur). It strictly follows the rules of cleanliness while

processing/pasteurizing its products. The product portfolio include Pasteurized Milk, Pure

Ghee, SMP & Dairy Whitener, Cheese, Curd, Flavoured Milk and other dairy products.

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2.2 NAMASTE INDIA; PROFILE

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2.2 PROFILE: NAMASTE INDIA

Namaste India Foods Pvt. Ltd. is an Indian Dairy Company, the sister concern of 3500

Cr. RSPL Ltd., is committed to supply pure milk and fresh milk products. Located at

Shivrajpur, 31 km. away from Kanpur Nagar, the fully automated unit, at par with

international standards, is planning to

collect process and pasteurize 4 lakh

liters of milk per day. We have

Collection Centers in one thousand

villages and will be extending to 2000

villages in the upcoming two years. In

this way, we are planning to supply pure

and fresh milk to every house, in every village and very soon, in every city. Milk is

considered most essential for our healthy diet. Be it for kids or women, milk is always

recommended to be a part of our daily intake. We, at Namaste India, understand the value of

your health and therefore try to provide you fresh and rich milk, full of vitamins.

The company is establishing Milk Chilling Centers at a distance of every 50 km. from its

Dairy Plant (around Kanpur). It strictly follows the rules of cleanliness while processing/

pasteurizing its products. Our product portfolio includes Pasteurized Milk, Pure Ghee, SMP

& Dairy Whitener, Paneer, Buttermilk and other dairy products.

Thus milk and milk products, under the brand ‘Namaste India’, are pure and fresh in quality,

made available to consumers at most competitive prices. In a way, Namaste India milk and

milk products embody the essence of the company’s motto, “Doodh Gaadha, Taaqat

Zyaada”.

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2.2.1 PRODUCTS

RSPL Limited is all set to further consolidate its position in the dairy business with the name

of “Namaste India Foods Private Ltd.” Along with the taste the milk is full of calcium,

protein, carbohydrates, vitamins, etc., for healthy growth of a human body. The Company

aims to provide remunerative returns to the farmers and also serve the interest of consumers

by providing quality product which are good value for money.

2.2.1.1 Namaste India Milk

Doodh Gaada, Taaqat Zyaada!

Milk is considered the most essential for our health diet, be it kids or women milk is always

suggested to part of daily intake. We at

Namaste India understand the value of

your health and therefore try to provide

you fresh and rich milk of vitamins.

Pasteurize Milk Variants:

Milk is considered the most essential for our health diet, be it kids or women milk is always

suggested to part of daily intake. We at Namaste India understand the value of your health

and therefore try to provide you fresh and rich milk of vitamins.

Nutritional Values

Product Range Fat(%) SNF(%)

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Namaste India Gaadha Maaza (Full Cream) 6 9

Namaste India Milky Magic ( Standardized) 4.5 8.5

Namaste India Active (Toned Milk) 3 8.5

FOR BEST RESULT,STORE CONTINUOUSLY UNDER REFRIGERATION BELOW 8°C

UNTIL "USE BY DATE"

2.2.1.2 Namaste India; Butter Milk Plain & Spiced (Chach)

PLAIN BUTTER MILK

Pack Size:

Poly Pack - 500 ml

Phosphates shall be negative, ph shall be 4.60 ± 0.10,Acidity shall be 0.50 to 0.55, Fat% -

1.50 ± 0.10,S.N.F% -6.00 TO 6.50.

Hygienic Conditions

The material shall be manufactured and packed under hygienic conditions as per IS: 2491

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Benefits & Usage:
Namaste India Butter milk is made from purest cow & buffalo milk. Naturally made, it is

very refreshing summer drink.

Healthy, Tasty, Fresh and Natural.

Shake well before use.

The ideal choice as an invigorating, thirst quenching drink during the hot summer months

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2.2.1.3 Namaste India; Skimmed Milk Powder

Pack Size:

1 kg Pouch/500 g pouch.(Three layer metalized poly)

Specifications

The Product obtained from Skimmed Milk of cow or buffalo or a combination thereof by the

removal of water through spray drying. The Product shall be white or white with greenish

tinge to light cream in color. It shall be free from lumps except those that break up readily

under slight pressure and shall be reasonably free from scorched particles. The product shall

be free from extraneous matter, added color and flavor. The flavor of the product or of the

reconstituted milk shall be pleasant and clean.

Hygienic Conditions

The material shall be manufactured and packed under hygienic conditions as per IS: 2491

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Instructions for use

To make a fluid not below the composition of Skimmed Milk with the contents of this
package add five(5) parts of water by volume to one (1) part by volume of this "Namaste
India" Skimmed Milk Powder.

Ideal for

Delicious Skimmed Milk, Tea, coffee, curd, ice-cream, pudding Sweets, Khoya and Chhena.

Product Features

 Namaste India Skimmed Milk S.M.P.is a non fat, protein reach milk powder.

 Most suitable for use by people for use by people on low calorie and high protein diet.

 Low fat content,

 High protein content,

 Cholesterol free

 balanced caloric value

 Consistent solubility without lumping

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2.2.1.4 Namaste India Ghee

Sarva Gunna Sampanna Shudh Ghee

Homemade ghee are always considered to be best in India and we at Namaste India

understands our customers need and thus assure to provide ghee which is rich in taste, aroma

and its granules gives you the best taste you had ever experienced.

Pack Size: 25 ml,200ml,500ml,1litre,15 kg

Ingredients: Milk Fat

Shelf Life:

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BEST BEFORE NINE MONTHS FROM DATE OF PACKAGING.WHEN STORED

IN ACOOL AND DRY PLACE .

Benefits & Usage:

 Namaste India Ghee is made from purest cow & buffalo milk. Naturally made, it is

consistent in texture.

 Namaste India pure ghee is measure source of fat soluble vitamins A,D,E and K are

best absorbed when taken with food containing a little fat or oil. Healthy ,Tasty, Fresh

and Natural.

 Wholesome

 Rich in traditional taste of fine homemade ghee

 Rich, traditional aroma

 The ideal choice for making mouth watering north & south Indian dishes, sweets and

savories

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2.2.1.5 Namaste India Paneer

Pack Size:

200 gms

Ingredients:

Milk Solids ,Citric Acid

Shelf Life:

5 DAYS FROM PACKAGING WHEN STORED AT 2° TO 4°C OR BELOW

Specifications

Fat shall not be less than 50% of the dry matter and Moisture shall not cotain more than 70

percent.

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Instructions for use

Store in refrigerator, take out the required quantity to be cooked from the pack and keep it in

lukewarm water for at least 30 minutes before cooking. Once removed , do not refreeze.

Product Features

 Namaste India Malai dar Paneer, Fresh and Pure. Enriched with extra nutrition &

Energy. It gives pleasant and delicious taste. Enjoy the softness and the real goodness

of dairy

 Most convenient form of Paneer

 Rich in Protein

 Having high fat and low moisture and free from Bacterial contamination compared to

loose paneer available in market.

 Paneer having smooth, uniform texture and softness.

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2.2.1.6 Namaste India Dairy Whitener

Pack Size:

1 kg Pouch/R.T.,500 g Pouch/R.T.,200g pouch/R.T. R.s.10,5 and R.s.3 Pack

Ingredients:

Partly Skimmed Milk Powder and Sugar.

Shelf Life:

Best before 9 months of packaging.

Specifications

The Product is prepared by spray drying of cow milk, buffalo milk or mixture thereof. The

milk may be modified by partial removal/substitution of milk solids(non-fat) with

carbohydrates such as sucrose, dextrose or dextrin. The product shall be white or light cream

in color, uniform in composition and free from lumps except those that break up readily

under slight pressure and shall be reasonably free from scorched particles.

Hygienic Conditions

The material shall be manufactured and packed under hygienic conditions as per IS: 2491

44 | P a g e
2.2.2 MILK PROCUREMENT

 Milk Procurement

Milk is collected from various villages through world-class AMCU and brought to

the company’s Chilling Centers after ensuring that the milk is not tampered with and

what you get is pure and fresh milk.

 Cold Chain Process

Before the milk is delivered to you, it is kept in hygienic Cold Chains from where

you get fresh and nutritious milk.

 Quality Check

The milk is purified in the company’s dairy by experts who use the latest technology

in the Automatic Plant. That’s why Namaste India Milk meets the highest grades of

purity.

 Pasteurization

Milk is pasteurized through the Automatic Ultra-modern Milk Processing System so

that the milk retains its purity and nutritional value.

 Home Delivery

From collecting milk to home delivery, everything is supervised by our experts

because your family’s health is as important to us as it is to you.

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2.2.3 MANUFACTURING UNITS OF NAMASTE INDIA

 Alwar

 Aurangabad

 Chitradurg

 Dhar

 Ghaziabad

 Greater Noida

 Haridwar

 Jamnagar

 Janshedpur

 Jhansi

 Kanpur

 New Delhi

 Roorkee

 Sagar

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47 | P a g e
2.2.4 INFRASTRUCTURE

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52 | P a g e
2.2.5 Functions of NAMASTE INDIA

Procurement Processing Marketing

Procurement-

 This phase includes the act of obtaining milk from the villages

 Namaste India dairies have certain societies for this purpose

 Namaste India act as a balancing tool for milk between villages and cities.

Processing-

 It includes pasteurization of milk

 Grading and checking of milk

Marketing-

 Distribution

 Packaging

 Warehousing

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2.2.6 SWOT ANALYSIS (Strength, Weakness, Opportunities, Threats)

STRENGTH-

 Offers VEG Products

 Price Sensitive

 Consumer meet for feedback

 Performance appraisal programmes

WEAKNESS-

 No separate CRM department

 Home delivery services are no available

 Retail outlet are limited

 Limited horizon

THREATS-

 Local Milkman

 Parag dairy

OPPORTUNITIES-

 Namaste India ATM’s to establish in urban area

 Allocation of distributor to expand distribution channels

 Should focus on rural areas

 Extend their reach in other state

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2.3 MANAGEMENT; BOARD OF DIRECTOR

Sl. No. Name Designation

1. Shri Murli Dhar Chairman & Managing Director

2. Shri Bimal Kumar Managing Director

3. Shri Manoj Gyanchandani Director

4. Shri Rahul Gyanchandani Director

5. Shri Rohit Gyanchandani Director

6. Shri Bansi Lal Director

7. Shri Tara Chand Director

8. Dr. R.P. Singh Director

DIRECTORS ON BOARD

RSPL Group is promoted by Gyanchandani family. The promoter directors are combination

of experienced and young persons.

Murli Dhar

Chairman & Managing Director

Joined the family business of his father Late Dayal Das.

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His vision and strong dedication laid the foundation of the ‘RSPL Limited’ group. He has the

responsibilities of finalizing Corporate Strategy & Planning for the growth of the business of

the group. Under his leadership the group has established itself amongst the top

manufacturers of detergent products in a short period of nearly 3 decades. He is guiding the

younger generation to venture into new categories.

Bimal Kumar

Managing Director

Joined the family business of his father with his elder brother Shri Murli Dhar.

His responsibilities are to supervise and control management of the entire group. His

contribution to the Human Resource Development in the group has been enormous and his

media and advertisement strategy has proved to be superb efficient in terms of sales

response. His ability to spot trends early has helped to identify new segments the company

should foray.

Manoj Kumar

Director

Joined the business in 1996 at a very young age.

His contribution to the group was the first business diversification in the leather industry.

After establishing Leather and Footwear venture and turning the business into Rs. 100 crore,

he is on his way to create new land marks in Dairy business.

Rahul Gyanchandani

Joint Managing Director

He was appointed Director of the company in the year 2004.

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His present responsibilities are operations of Soap & Detergent division of the Company. He

is also actively involved in the planning of new projects. All the expansion plans of soap &

detergent division are going under in his able direction. He has a vision for backward

integration. Under his able guidance, the company has successfully entered into toilet soap

segment by launching toilet soap under the brand name “VENUS” and foraying into

homecare segment.

Rohit Gyanchandani

Director

He was inducted to the Board of the Company in the year 2005.

He has the responsibility of planning and monitoring advertising and evolving new strategies

for marketing. He is also looking after real estate business of the group. One of the group

company, Nimmi Build Tech Pvt. Ltd. is developing resident.

2.4 ORGANIZATION STRUCTURE

Organization structure is divided into two parts;

 External organization structure

 Internal organization structure

2.4.1 EXTERNAL ORGANIZATION STRUCTURE-

External organization structure is the organization structure that affects the organization

from the outside..

The following is internal organization chart of NAMASTE INDIA.

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 State Level Marketing

Federation District Milk Product Union Ltd

Village Milk Product Union Ltd

Villagers
(External Organization Structure Chart)

As we know, Namaste india is unit of UP Milk Marketing Federation, which is a co-operative

organization. The villagers of more than 10000 villages of UP are the bases of this structure.

They all make village milk producers union, district level milk producers union and then

a state level marketing federation is established. The structure is line relationship, which

provides easy way to operation. It also provides better communication between two stages.

2.4.2Internal Organization Structure

The following is internal organization chart of RSPL Ltd;

Chairman

Managing Director

General Manager

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 Asst. General Manager

Financial Production Marketing Sales & Purchase Personnel

Manager Manager Manager Manager Manager

Accounting officer Excutive Officer P.S.R.

Officer Supervisor F.S.R. Salesman Excutive

2.5 Production Function-

Expansion of the production technology and changes in technical field is going

to bring out revolution in the industry sector which eventually gives stand to

study and favors the come backing subject i.e. production and management.

Production and operation management is planning, organizing,

s t a f f i n g , d i r e c t i n g a n d controlling of all the production system that portion of

organization that converts inputs into products and services. In general production

system takes raw material, personnel, machines, buildings and other resources and

produce products and services.

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The core of production system is its conversion subsystem where in workers; raw materials

are used to convert inputs into products and services. This production department is at heart

of the firm, as it is able to produce low cost products and superior quality in timely manners.

Thus, there arises enormous need of giving due importance to this department as a whole and

a strong concrete base being foundation pillars of a manufacturing

organization, if the intention is to succeed domestically and globally.

2.6 Operating Analysis-

NAMASTE INDIA ’s onl y source of raw material is Village Milk

s o c i e t i e s . M i l k i s b r o u g h t f r o m s u c h village milk societies every morning and

evening. This milk is then sent to the dairy plant. In the dairy plant the milk is processed i.e.

it is made free from germs.·

2.7 Milk Processing-

The entire process of milk can be divided into following steps;

Collection of Raw Milk

Electronic milk test

Methylenene Blue Reduction test

Purchase & Standardizing Process

Separation Process

Cold Storage
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2.8 OBJECTIVE OF THE STUDY

 To generate sells.

 To find out size of retail network of NAMASTE INDIA in specific areas of Kanpur

city.

 To arrange collection storage & Transport for milk & milk products.

 To find the problem faced by retailer in selling and storing of the products.

 To give Suggestions & Recommendation on the basis of the data analysis.

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CHAPTER; 3
METHODOLOGY USED
IN THE STUDY

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3.1 STUDY METHODOLOGY

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts

used during primary research in order to arrive at findings; which are also dealt with and lead

to a logical deduction towards the analysis and results.

Research methodology is a way to find out the result of a given problem on a specific matter

or problem that is also referred as research. In methodology, researcher uses different criteria

for solving the given research problem. Different sources use different think about the word

‘‘Methodology’’, it is the way of searching the problem.

3.2 RESEARCH STUDY

The research design applied here was descriptive research

Descriptive Research is used to describe characteristics of a population or phenomenon

being studied. descriptive research can not use a s the basis of a casual relationship, where

one variable affects another. The description is used for frequencies, averages and other

statistical calculations . In case of descriptive research, we know the problem; we just have to

find the solution to the problem. Generally descriptive research design is applied after

exploratory research design.

To achieve the objective of project there was some information which was to be gathered and

accordingly some decision had to be taken. This project tries to be finding out the sale of

Namaste India Milk and Other competitors attitude of customers towards product. For this

purpose a descriptive research design was used which would ascertain magnitudes.

In order to address the above an exploratory study as well as a descriptive research will be

conducted as well as I will be going to use some source of secondary data also. The idea is to

probe and get deeper insight into sales promotion scenario in FMCG market and to tap

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perception of consumers. In order to address above mentioned objectives a questionnaire is

designed to seek consumer responses.

3.3 SAMPLE DESIGN-

Sampling-

Sampling is the process in which the fixed numbers of observations are taken randomly

from a larger population. A technique which is fundamental for behavioural research is

known as Sampling, and without using it, research work is not possible.

The important objectives of sampling is to obtain maximum information of the population

under study using minimum of money, labour and time. A definite plan to obtain a sample

from the sampling frame is SAMPLE DESIGN.

According to Cocharn, “In every branch of science we lack the resources, to study more

than a fragment og the phenomena that might advance our knowledge.” In this definition a

‘fragment’ is the sample and ‘phenomena’ is the ‘population’

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 Types of Sampling Design

Probability Non- probability

Sampling Sampling

Convenience
Sampling
Random Sampling

Snowball
Area Sampling Sampling
.

I have used random sample design in my report

Random sample design used one in which every unit in the population has a chance of being

selected into the sample, and the probability can be accurately determined.

 UNIVERSE- Kanpur

 TARGET POPULATION- Retailer

 SAMPLE AREA- Kanpur

 SAMPLE UNIT- Retailer

 SAMPLE SIZE-: The sample size of the study is 100 respondents. Sample size

determination the act of choosing the number of observation to include in a statistical

sample.

 SAMPLING TECHNIQUE- I have used Convenience sampling in the report.

Convenience sampling is a type of non-probability sampling that involves the sample

being drawn from that part of the population that is close to hand.

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  STASTICAL TOOLS TO BE USED- Research tool: Pie chart, Bar chart, Table,

graph.

3.4 DATA COLLECTION-

Required data is collected from the sample of population. Without have accurate data about

the research problem, it is not possible to complete a study as it work as a source of

information helpful in getting the solution.

Both primary and secondary data have been collected very vigorously

3.4.1 METHODS OF DATA COLLECTION-

3.3,1.1 Primary Data –

It is original and is collected first hand for a study. The primary data source has been

collected through questionnaire by personally interviewing each respondent on a number of

queries structured in a questionnaire. .

We took a sample of 100 people of different age groups from different areas of Kanpur. The

methods used in collection of primary data are: focus group discussions, personal interviews,

telephonic interviews, mails survey to the well structured and quantifiable questionnaires.

3.3.1.2 Secondary data –

It is the information that is collected and complied earlier. The information collected

through past records, magazines, expert opinions, sales records, customer feedback and even

from the previous research done on similar topic. We even took the help of them and even

through the internet collected the information.

Secondary data was collected from following sources

 Prior research reports

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  Websites

 Books

 Newspaper

 Personal consultation

it is collected by the study of various reports. The reports studied under secondary data.

3.3.2 Data Collection Technique: Questionnaire, Books, websites, Reports, Office

Document.

QUESTIONNAIRE - It means a set of printed or written question with a choice of answers,

devised for the purpose of a survey or statistical study.

3.3.3 DATA SOURCE-

 Kanpur market packaged milk Reailers feedback.

 Company website and literature.

3.4 REASERCH PROBLEMS-

 Delivery of milk on time is a major problem found in some part of the Kanpur

market.

 Unavailability of Big packet of milk is being found in the outlets.

 Consumers demand for flavored milk which needs to be looked upon.

 Influence of other brands such as Amul, Mother dairy and Gyan also effected the

sales of our product.

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CHAPTER;3
DATA ANALYSIS
&
INTERPRETATION

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 DATA ANALYSIS AND INTERPRETATION

1. Which Dairy brand you sale more?

(a) Amul 28%

(b) Parag 4%

(c) Mother Dairy 6%

(d) Namaste India 62%

70

60

50

40

30

20

10

0
Amul Parag Mother Dairy Namaste India

Interpretation-

Out of 100 retailer, most of the retailer( 62%) sale NAMASTE INDIA’s product, only few

retailer(48) sales other brands( amul, mother dairy, parag) of dairy products in Kanpur city.

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2.What Dairy products you are dealing?

(a) Milk 0%

(b) Curd 0%

(c) Ghee 0%

(d) Paneer 0%

(e) All 100%

100

80

60

40

20

0
Milk
Curd
Ghee
Paneer
All

Interpretation

Most of retailers (100%) deals with all Dairy products.

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3.In dairy product which company product is higher?

(a) Amul 22%

(b) Parag 3%

(c) Namaste India 73%

(d) Mother Dairy 2%

80

60

40

20

0
Amul
Parag
Namaste India
Mother Dairy

Interpretation

The most of retailer (73%) have Namaste India’s Dairy product is higher than other

brands like Amul(22%), Parag(3%), Mother Dairy(2%).

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4.Why you prefer to sale NAMASTE INDIA’s dairy products in comparison to other

brands of dairy product?

(a) Quality 52%

(b) Price 0%

(c) Packaging 0%

(d) Availability 48%

60
50
40
30
20
10
0
Quality
Price
Packaging
Availability

Interpretation

Out of 100 retailers, most of the retailer sales NAMASTE INDIA’s product on the

basis of Quality(52%) and Availability(48%), No one retailer sales NAMASTE

INDIA’s product for their price and packaging.

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5.Do you receive good commission on NAMASTE INDIA’s Dairy products?

(a) Yes 92%

(b) No 8%

Yes
No

Interpretation-

92% retailers says they receive good commission on NAMASTE INDIA’s Dairy

products.

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6. Do you sale NAMASTE INDIA’s product on demand of customer?

(a) Yes 98%%

(b) No 2%%

2%

Yes
No

Interpretation-

Most of Retailer(98%) sales NAMASTE INDIA’s product on demand of customer.

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7.Does NAMASTE INDIA make you reach supply at the right time?

(a) Yes 90%

(b) No 10%

yes
No

Interpretation-

Out of 100 retailer, 90% of the retailer says NAMASTE INDIA supply the product at the

right time . only few retailer(10%) says they does not supply at the right time.

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8. Which type of milk your consumer to buy?

(a) Toned Milk 22%

(b) Double Toned Milk 10%

(c) Whole Milk 28%

(d) Skimmed Milk 16%

(e) Standard Milk 24% 1

30
25
20
15
10
5
0
Toned Milk
Double
Whole Milk
Toned Milk Skimmed
Milk Standard
Milk

Interpretation

Mostly all types of milk product consumed by the consumer. Only one type of milk

Doubled toned milk have less (only 10%) consumed by the consumer.

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9.Are your customer satisfied with the NAMASTE INDIA brand of milk you are

Selling?

(a) Yes 95%

(b) No 5%

YES
NO

Interpretation-

95% of the consumer satisfied with the product of NAMASTE INDIA.

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 10. Which product is the most selling product of NAMASTE INDIA?

(a) Milk 54%

(b) Ghee 21%

(c) Dahi1 15%

(d) Butter 0%

(e) Paneer 10%

60

50

40

30
20
10
0
Milk
Ghee
Dahil
Butter
Paneer

Interpretation-

Out of 100 retailers, 54% of retailer says that the most selling product of NAMSTE

INDIA is MILk.

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11. Do you have any leakage milk problem?

(a) Always 0%

(b) Quite often 8%

(c) Sometimes 16%

(d) Never 76%

80
70
60
50
40
30
20
10
0
Always
Quite Often
Sometimes
Never

Interpretation-

76%% retailers says that they have never leakage problem in NAMASTE INDIA’s product,

and some retailers(16%) say that they face leakage problem at sometime but no one retailer

say that they face leakage problem always.

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12. Is the NAMASTE INDIA compensating for the leakage and spoiled packets?
(a) Yes 100%

(b) No 0%

yes
no

Interpretation-

all respondents(100%) says that the company compensated in the case of leakage and spoiled

packet.

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13. What is your opinion about the service rider by NAMASTE INDIA?

(a) Excellent 60%

(b) Good 32%

(c) Average 8%

(d) Bad 0%

Excellent
Good
Average
Bad

Interpretation

Out of 100 retailer, 60% of retailer says that NAMASTE INDIA have excellent service rider,

32% of retailer says that the company have good service rider. No one respondent says they

have bad service rider.

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14. Do you have proper storage facility?

(a) Yes 100%

(b) No 0%

Yes
No

INTERPRETATION

100% Retailer have proper storage facility.

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15.If yes, Is NAMASTE INDIA provide you this storage facility?

(a) Yes 65%

(b) No 35%

yes
No

INTERPRETATION-

Out of 100% Retailer, 65% retailer have storage facility which are provided by the company.

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 CHAPTER;5

FINDINGS & CONCLUSION

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5.1FINDINGS

The findings are followed:

 Maximum number of respondent sell NAMASTE INDIA’s dairy products in all

category.

 In Kanpur city, Namaste India products are most preferred dairy product.

 Namaste India’s products are preferred for quality & availability in same ratio.

 Namaste India’s products sell on demand of customers.

 Delivery of Namaste India’s products to the respondents are on time.

 Milk is the most selling product of Namaste India.

 Whole milk is most preferred milk of Namaste India.

 Leakage milk problem is very quite often.

 Maximum number of respondents are satisfied with Service of Namaste India.

 Namaste India provides proper storage facility to the respondents.

 Credit facility is not provided by Namaste India to retailers.

 Prices of products of other brands may attracts the retailers in upcoming days.

 Maximum complaints regarding the Namaste India’s product are solved by the

company.

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 Overall, Namaste india is known to the retailer & even customer know the quality of

its product. Namaste India has a good distribution network, Namaste India have large

market share due their better & regular suplly to the retailer.

5.2 CONCLUSION
The conclusion of the study is that the Retailers have positive attitude towards Namaste India.

Namaste India is second top favorite brand after Amul, Having great distribution channel.

Quality of products is for better than other brands like Parag Mother Dairy etc.

Satisfaction level of the retailer toward the service of Namaste India is good. It have great

image in Kanpur Nagar & Kanpur Dehat. Customer as well as retailers have faith on its

products. Availability of products in the store is 100%. Leakage problems are very quite

often.

It increases their brand value day by day. It has to maintain their service and delivery quality

for the growth of the company.

If we go through the SWOT analysis of Namaste India as a whole then we will find out it has

a very good standing at market place and Namaste India also has very good corporate image

among present companies and. It should cash his image by effective using of marketing mix.

The study which we have conducted we found that if Namaste India wants to stand in top

position he has to maintain himself in some areas.

 Advertising frequency

 Customer Relationship

 Dealer board sign board and banner etc.

 Retaining the small customer also.

 Availability (Distribution network). Product quality and packing

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As we have found in our study that Namaste India has good market share in milk, as

compared to other competitors.

However, Namaste India has very good brand image and corporate image too. But still

Namaste India is not able to cash all the opportunity, which exists in the market.

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5.3 LIMITATIONS OF THE STUDY

 The major Limitation of the study was the paucity of time.

 Lack of information was also a major hurdle.

 Customer response was rude sometimes which limited the in-depth inquiry

 No access to the conpany’s CRM software.

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5.4 SUGGESTIONS

 NAMASTE INDIA has a relatively good distribution network, but still company is not
able to fulfill the demand of outlet in areas like its competitors has their company
outlet. Here company should consider on the supply of product in the peak season.

 Supply should be regular to all the outlets including those that lie in the pocket roads
and no just in the outlets which lie on the easily accessible routs.

 Provide reasonable margin to retailers as compared to competitors, this motivates

them to promote companies milk and milk products.

 Improve delivery schedule to provide products on time for the retailers about who
claimed that NAMSTE INDIA milk is not available to them on time.

 Incentives & schemes should be given to the retailers and some scrutiny should be
follow to check the scheme get being communicated properly by distributors or
salesperson.

 Provide consistent service to retailers and this will help gain company goodwill in the
market.

 Timely visit should be given to the retail shop.

 Give the credit purchase facility to their regular Retailers.

 Were the mil van does not reach the side location there should be small distribution
by other means.

 Customer relationship should be more commandeered by distributor for

homonymous relationship.

 More milk ATM should be established to enhance the availability of Namaste India
milk.

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5.6 BIBLIOGRAPHY

Books:

 Kothari C.R.: “Research Methodology”; 2nd Edition ; New Age International Publication.

 By – Philip Kotler - Marketing Management

 By – Pingali Venugopal- Sales and Distribution Management

Websites:

 www.rspl.com

 www.namasteindia.com

 www.scribd.com

 www.4shared.com

 www.Wikipedia.com

 www.Google.com/imagesearch

 http://www.dudhsagardairy.co.in/milk-products.htm

 http://www.thedairysite.com/news/32596/idf-world-dairy-situation-2011

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5.6 ANNEXURE

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 QUESTIONNAIRE

Dear sir/madam,

I am conducting this survey for the partial fulfillment of my course MBA from ICCMRT,

LUCKNOW. The information provided by you will be used for educational purpose only.

Name- .............................................................................................................................

Address- ..........................................................................................................................

Age - .............................................................................................................................

Gender- M/F

1. Which Dairy products do you sale more?

(a) Mother dairy

(b) Amul

(c) Namaste India

(d) Parag

2. What Dairy products you are dealing?

(a) Milk

(b) Ghee

(c) Paneer

(d) Curd

(e) All

3. In dairy product, which company product is higher?

(a) Amul

(b) Mother dairy

(c) Parag

(d) Namaste India

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4. Why do you like to sale Namaste India products in comparison to other dairy

products?

(a) Quality

(b) Packing

(c) Price

(d) Availability

5. Do you receive good commission on Namaste India’s dairy products?

(a) Yes

(b) No

6. Do you sale Namaste India’s products on demand of customer?

(a) Yes

(b) No

7.Does Namaste India make you such supply at the right time?

(a) Yes

(b) No

8.Which type of milk your consumer to buy?

(a) Tonned milk

(b) Double tonned milk

(c) Whole milk

(d) Skimmed milk

(e) Standard Milk

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9.In your point of view, the reasons for the customer preferring the Namaste India?

(a) Quality

(b) Price

(c) Easy availability

(d) Any other

10.Are your customer satisfied with the Namaste India product you are selling?

(a) Yes

(b) No

11. Which product is the most selling product of Namaste India?

(a) Milk

(b) Paneer

(c) Ghee

(d) Butter

(e) Dahi

(f) Chachh

12.How much milk you sell in a day?

(a) Below 100ltr

(b) 100- 200 ltr

(c) 200-300 ltr

(d) Above 300 ltr

13. Which problems do you find in Namaste India product?

(a) Poor packaging

(b) Irregular supply

(c) Leakage the milk packet

(d) Credit facility not available

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14. Do you have any leakage of milk products?

(a) Always

(b) Quite often

(c) Sometimes

(d) Never

15. Is the Namaste India Compensating for the leakage and spoiled packets?

(a) Yes

(b) No

16.How do you react with customer’s complaint’s related to Namaste India products?

(a) Refuse to take back

(b) To solve the complaints

(c) Consider the customer mistake

(d) To compensate in case of milk default

17.Suppose, other brands want to come out with a sales promotion scheme for its milk

and milk products, which of the following would attract you the most?

(a) Quality discount

(b) Price

(c) Gift coupons

(d) Lucky draws

18.What is your opinion about the service rider by Namaste India?

(a) Excellent

(b) Good

(c) Average

(d) Bad

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19.Do you have Proper storage facility?

(a) Yes

(b) No

20.If yes, Is Namaste India provide you this storage facility?

(a) Yes

(b) No

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