INTRODUCTION

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1.1 INTRODUCTION

Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and values with others. It
is a integrated process through which companies create value for customers and build strong
customer relationships in order to capture value from customer in return.
Marketing is used to create the customer, to keep the customer and to satisfy the
customer. With the customers as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. The evolution of
marketing was caused due to mature markets and overcapacities in the last decades.
Companies then shifted the focus from production to customers in order to stay profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions. It
proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.
Marketing develops as a society and its economy develops. The need for marketing
arises and grows as a society moves from an economy of agriculture and self-sufficiently to
an economy built around division of labour, industrialization and urbanization.
In an agrarian are backward economy, the people are largely self-sufficient. They
grow their own good, make their own clothes and build their own houses and tools. There is
no marketing because there is no exchange. As time passes, however, the concept of division
of labour begins to evolve. People concentrate on producing the items in which they excel.
This results in their producing more then they excel. This result in their producing more then
they need of some items and less than they need of others. Whenever people make more then
they want or want more than they want or make, the foundation is laid for trade and trade
(exchange) is the heart of marketing. At first the exchange process is a simple one. The
emphasis is largely on the production of basics, which usually are in short supply. Little or no
attention is devoted to marketing and exchanges are very local-among neighbour or perhaps
among neighbouring village in the next steps in the evolution of marketing, small producers
begin to manufacture their goods in larger quantities in anticipation of future orders.

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Meaning of Marketing:-

Marketing occupies on important position in any business unit traditional view of

marketing is the customer accepts whatever the seller presents to them. The thing without
considering the needs wants of the customer. Now this concept is changed and the full
attention is given on the customer’s wants and satisfaction.
The barter system existed in the initial stage of marketing. The caveman, with his
surplus products, approached and tried to exchange his products by accepting the products the
needed-exchange of product for products. At that time, human beings were in nomadic hunter
stage. In this primititive period, the human beings were nothing more than hunters or food
gatherers. Then New Stone Age followed. In the stage of backward economy human beings
were self-sufficient. In such backward economy or agrarian period, family units were self-
sufficient-making needed food, clothes, shelter, tools, etc. As time passed, the division of
labour began to play its role and man started producing more than he needed. The surplus
was exchanged in terms of commodities needed. They, is possession of surplus goods,
searched for those who had a surplus to be exchanged. Searching for others who needed the
surplus products became a tedious job as time and energy had to be wasted. Therefore the
people assembled in places called local markets where goods were disposed of. And latter, it
developed in to shops, bazaars etc. The people, according to their interest specialised in
productions. Specialists like carpenters, weavers etc., developed at this stage. The appearance
of specialisation developed the idea of marketing.

In the pre-industrial period, the difficulties of barter system were removed by

adopting common mediums of exchange like cow, pigs, slaves, shells, sheep etc. Then these
were replaced by metals like copper, iron etc.; and latter this medium of exchange was
changed to silver, gold etc. At this stage, producers began to produce the products in larger
quantities, employed the services of labourers in their factories; and middlemen, through
whom sales were conducted, appeared in the word of Kotler, “As the size of wealthy lass
increased, some goods shops emerged that carter to the rich, and here some of the
characteristics of consumer-oriented retailing first appeared. But on the whole, early
capitalism operated essentially in an economy of scarcity, and this meant there was little
reason to study the needs or wants of consumers or to go out the way cater them.”

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 In the industrial period, handicraft operations appeared in factories; many factories
came up and rural areas develop into urban areas where people attracted. The people started
life spending their time in factories and facilitated mass production, i.e., home production
was replaced by factory system and hand operations were replaced by machines. Because of
introduction of new invention along with new machines, the production was on large scale.
With the advent of industrial revolution, their arose mass production. Mass production were
followed by large –scale consumption .In order that the product may rich the hands of the
ultimate user new method of marketing appeared.This industrial revolution in the causes of
creation of Morden marketing system.

FEATURES OF MARKETING

Customer focus:
The marketing function of a business is customer-centred. It makes an attempt to study the
customer needs, and goods are produced accordingly. The business existence depends on
human needs. In a competitive market, the goods that are best suited to the customer are the
ones that are well-accepted. Hence, every activity of a business is customer-oriented.

Customer satisfaction:
A customer expects some services or benefits from the product for which payment is made. If
this benefit is more than the amount paid, then the customer is satisfied. In the long run,
customer satisfaction helps to retain market demand. It helps achieve organizational
objectives. Customer satisfaction can be enhanced by providing value-added services, which
includes providing additional facilities at little or no extra cost.

marketing is both art and science:

Art refers to a specific skill that is required in marketing activities of any type of business.
Science refers to a systematic body of knowledge, based on facts and principles. The concept
of marketing includes a bunch of social sciences such as economics, sociology, psychology
and law. It indicates market operations based on some principles. Hence, marketing is an art
as well as a science.

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Continuous and regular activity:
Marketing is an activity designed to plan, price, promote and distribute products. At the same
time, it also addresses both the current and future consumers. Thus, it is a continuous process.
A marketer has to consistently monitor environment. This helps in coming up with new
products.

Exchange process:
Marketing involves exchange of goods, services and ideas with the medium of money.
Exchange takes place between sellers and buyers. Most of marketing activities are concerned
with the exchange of goods. Functions such as distribution, after-sale services and packaging
help in the exchange process. Channels of distribution and physical distribution play an
important role in the exchange process by creating place utility.

SCOPES OF MARKETING

Goods
Physical goods constitute the major part of a country’s production and marketing effort.
Companies market billions of food products, and millions of cars, refrigerators, television and
machines.

Service

As economies advance, a large proportion of their activities is focused on the production of

services. Services include the work of airlines, hotels, car rental firms, beauticians, software
programmers, management consultants, and so on. Many market offerings consist of a mix of
goods and services. For example, a restaurant offers both goods and services.

Events
Marketers promote events. Events can be trade shows, company anniversaries, entertainment
award shows, local festivals, health camps, and so on. For example, global sporting events
such as the Olympics or Common Wealth Games are promoted aggressively to both
companies and fans.

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OBJECTIVES OF MARKETING

Creation of Demand:
The marketing management’s first objective is to create demand through various means. A
conscious attempt is made to find out the preferences and tastes of the consumers. Goods and
services are produced to satisfy the needs of the customers. Demand is also created by
informing the customers the utility of various goods and services.

Customer Satisfaction:
The marketing manager must study the demands of customers before offering them any
goods or services. Selling the goods or services is not that important as the satisfaction of the
customers’ needs. Modern marketing is customer- oriented. It begins and ends with the
customer.

Market Share:
Every business aims at increasing its market share, i.e., the ratio of its sales to the total sales
in the economy. For instance, both Pepsi and Coke compete with each other to increase their
market share. For this, they have adopted innovative advertising, innovative packaging, sales
promotion activities, etc.

IMPORTANCE OF MARKETING

Marketing Helps in Transfer, Exchange and Movement of Goods:

Marketing is very helpful in transfer, exchange and movement of goods. Goods and services
are made available to customers through various intermediaries’ viz., wholesalers and
retailers etc. Marketing is helpful to both producers and consumers.

Marketing Is Helpful In Raising And Maintaining The Standard Of Living Of The

Community:

Marketing is above all the giving of a standard of living to the community. Paul Mazur states,
“Marketing is the delivery of standard of living”. Professor Malcolm McNair has further
added that “Marketing is the creation and delivery of standard of living to the society”.

FACTORS AFFECTING THE MARKETING

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 Inflation: Inflation can be defined as the rise in the prices of various items over a period
of time. A rise in the prices of goods is directly proportional to the input prices for
producing the goods and services. In case of inflation, the market analysts and the fund
managers will consider the total impact on the margin of that particular product.
 Interest rates: Less interest rate means more money to spend. When a consumer pays less
in terms of interest, it means he is left with more money to spend on, which in turn,
creates a ripple effect of high spending throughout the economy.
 Exchange rates: Exchange rates have a symbolic effect on companies that do business
globally. When the business enterprises exchange goods or services across borders
involving two or more currencies, variation in exchange rates can result in profit or loss
for a particular business.
 Recession: Business firms affected by recession spend less cash on advertising and
marketing a product; as a result, consumer faith fades away, perpetuating the recession.
 Taxes: Taxes mitigate both demand and supply of a product, and prompts the market
equilibrium to a price that is higher than without the tax and a quantity that is lower than
without the tax.
 Income level: The varying income levels in a particular company determines the pricing
strategy of the products and services in the market. This will estimate that whether
people will purchase your products or not.

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PROCESS OF MARKETING

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COMPANY PROFILE

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 COMPANY PROFILE

DINSHAW’S

Purity hygiene, freshness, values that dinshaw’s has cherished for over 75
year from homemade ice-cream to milk journey. It launched itself with milk
brand trying to prove its magic again & which has been which has successful
venture till today. Dinshaw,s offer Paneer, Milk product, Curd, Butter milk,
Sheekhand & wide range of ice-cream.

Dinshaw’s sale of milk is around 1,25,000 litter per day. Dinshaw’s uses
about 65,000 litter of milk daily through 5 chilling centers that procurement
from different villages around Nagpur. Dinshaw’s milk contains specified levels
of proteins, calcium, fat, energy, glucose, lactose & calories. Dinshaw’s dairy
division is in 3 states. It has around 80 distributors & 3000 outlets. Dinshaw’s
milk sale is around & total over Rs. 100crores annually.

Dinshaw’s is the central India’s largest private sector dairy & is a market
leader in Nagpur.

Dinshaw’s with a growth rate of around 12 to 15 % annually today is the

4th in the Ice-cream business behind the Qwality walls, Vadilal. Dinshaw’s ice-
cream is present in 13 states & its sale is around Rs. 60 crores annually.

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 It was 1st dairy in Central India to have received both the ISO 2001
quality assurance certifications.

Ice-cream today seems to have captured the fancy of taste buds ,the
world over caste, color, creed, age society and most of al lseason is
absolutely no bar to its environment, new flavors and color
combination.

Responding to this, established taste psyche, DINSHAW’SDAIRY

FOODS LTD. have introduced “DINSHAW’S ICE-CREAM” which established
in the year1932. DINSHAW’SICE-CREAM is 77years old organization.

The parameters of Indian consumers want the superior quality and taste
have grown tremendously over last decade and the one benefit most has been to
the ice-cream industry. DINSHAW’SICE-CREAM comes as a pure change to
take its place among the settled brands. Having understood the demand of good
refrigeration for the last 77years, thanks to Mrs.Kashmira Bafnathe director of
DINSHAW’S DAIRY FOODS LTD. seems to have mastered the ratty-gritty of
quality production along with refrigeration. DINSHAW’S ICE-CREAM is
distributed through over 5000 retail outlets in the states of Maharashtra, Goa,
Delhi ,Karnataka, Andhra Pradesh, and Tamilnadu

PLANT & EQUIPMENT

DINSHAW’S ICE-CREAM and dessert are created in a state of the art,

sophisticated plant that is equipped with latest technology and top of the line
amenities.

The plant is located in Nagpur.

They use advanced international technology to create ice-cream with strict

adherence to server quality controls and hygiene norms.

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 This ice-cream is a super premium ice-cream with natural ingredients and
available only in selected parlors.

Headquarters

B/212, Oberoi Chambers. Opp.Sab.TV, off. New Link Road,

Andheri (W), Mumbai-400 053.

Telefax: 26733604/14.

E-mail: Mumbai@dinshaws.co.in

Dock Yard

Dinshaws Dairy Food ltd.,

Opp.Hotal Sai Palace,

Near Shayadri Nagar Bus Stop,

Mumbai Agra Haiway , Nashik-9.

Tel:02533254347,

Mob:09823595520.

Siddhkala Enterprises,

Distribut or of Bedekar Pickle, Masale

Bansiram Namkin & Dinshaws Ice-Cream,

Shop No. 03, Kshitish Apartment,

Rane Nagar, Chetna Nagar Nashik-9.

Ph No.:02532390286.

Mob.:09860813954

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LIST OF REGIONAL & AREA OFFICE

Since the business of the company has Captured the major share in the
index & also in capital cities market the company has to go for efficient
networking channel, so that business dealing do not fall victims in time.
Company divided in Maharashtra in nine regions as listed below,

Mumbai
Nagpur
Nasik
Dhule
Jalgaon
Kolhapur
Pune
Solapur
Aurangabad

INFRASTRUCTURE PROVIDED BY COMPANY

One of the most motivated things to the retailers is that the Infrastucture
provided by company to the retailers. To expand & capture more & more
market company always support to the retailers by providing the following
things.

Company delivered the important grade deep freezer of 7.5 cubic feet
capacity in very low price.
To develop the retailers spot the company provides full advertising
support.

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 Provides all 32 ranges of bulk ice-creams.
Special schemes to retailers & customers.
Extra discount facilities.
Good margin.

MARGINE STRUCTURE

Brand’s Name Margin to Distributor Margin to retailer

Dinshaw’s 10% 25.50%
Amul 06% 15%
Freshna 17.50% 25%
Vadilal 12% 24%
Kwality Walls 08% 22%

Product profile of Dinshaw’s :-

White butter
Condensed milk
Curd
Kulfi
Milk
Lassi
Sweetend lassi
Ghee

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 Bread
Paneer
Ice-cream
Pure desi ghee
Cheddar cheese
Skim milk powder
Salted butter
Kokum butter
Dairy milk powder

Production of different flavours of ice-cream:-

Dinshaw’s ice-cream is a super premium ice-cream made with natural

ingredients & available only in selected parlors. Dinshaw’s ice-creams dealing
with various categories given below & each one having various flavors.

Kesar pista
Choco-chips
Kaju kaismis
Butter-scotch
Mello-jello
Mango tango
Three in one
Vanilla
Strawberry

Objectives Of Nagpur Plant Of Dinshaw’s Frozen Food:-

The main aim of Dinshaw’s to minimize the growth of micro-

organisms during the storage period.

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Promotion longer shelf life & reduced hazards from eating the food.
To ensure supply of fresh food throughout the year.
To import through knowledge on the technical skills in various aspects
of food processing & preservation.
To inculcate workers to work in a hygienic way.
To provide an employment potential in food processing &
preservation/ self employment.
Handling of preservation equipment for large scale.
Working in hygienic manner.
Maintaining sanitation.
Preparation of preserved products.
Identification of spoilage & apply remedial measurements.
Setting up of modified/ controlled atmospheric cold storage.
It not only takes care of people’s health by providing good quality
milk & milk product but also cares a lot for the environment.
Reduction in breakdown.
Reduction in safety, health & environment incidences.
On time delivery.

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PRODUCT PROFILE

DINSHAW’S is a super premium made with natural ingredients and is

available only in selected parlors DINSHAW’S dealing with various categories
given below & each one having various flavors.

TAKE HOME

750ML PACKS 400ML PACKS

DOUBLE DELIGHT
Kesar Pista 70/- Butterscotch 45/-
(750ml+750ml)
Choco-Chips Mango 45/-
1500ml
60/- Strawberry 32/-
Butterscotch+ Vanilla
Kaju Kismis Pista 32/-
110/-
60/- Vanilla 32/-
Chocolate+ Vanilla
Butterscotch Raspberry Ripple 32/-
99/-
60/-
Strawberry+ Vanilla
Mello-Jello 60/-
95/-
Mango Tango
60/-
Three-in-One
55/-
Vanilla 50/-
Strawberry 50/-
Pista 50/-
TWINS BARS
UTSAV PACKS
PREMIUM TUBS Mango 12/-
Butterscotch
Belgium Chocolate Raspberry 12/-

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110/- (New) 100/- Lychee 12/-
Vanilla 80/- Jamaican Malt ‘n’
Strawberry 80/- Almond (New) 80/- SUNDAES
Praline & Cream (New) Kesar Kamal 20/-
IMPULSEICE 80/- Mocha Almond 20/-
LOLLIES Anjeer Badam 80/- Double Fundae 15/-
Nice-Spice 80/-
Mango 5/- King Alphonso 80/- BAR NOVELTIES
Katchi Kairei Fruit Overload 80/- Choc-O-Nut (New) 20/-
5/- Kesar Kamal 80/- Kaju Fudge 20/-
Orange 5/- Sitafal 80/- Heart Beat 20/-
Nimbu Pani 5/- Choco Chips 70/- Rainbow 10/
Ripe Strawberry Butterscotch 70/-
5/- Pineapple Supreme CHOCO BAR
(New) 70/- Champ Choco Bar 14/-
Vanilla classic 50/- Choco Bar (New) 10/-
Choco Bar 8/-
SMALL CUPS LARGE CUPS
Butterscotch 6/- Kesar Pista 18/-
Strawberry 5/- Butterscotch 16/-
Vanilla 5/- Mango Alphonso 16/- CARNIVAL
Vanilla 10/- Choco Chips 20/-
Strawberry 10/- Butterscotch 20/-
Pista 10/- Badam Roasted 20/-
KULFI Strawberry-Pista 15/-
Mango Malai 10/- NOVELTIES Choco-Delight (New)
Kesar Malai 10/- Maha Sundae 25/- 15/-
Cassata 25/-

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Yorker 12/-

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SOME PRODUCT OF THE DINSHAW

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RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

The basic objectives of this project being bank capital structure analysis,
it is necessary to know the capital structure of state bank of India for this whole
research was conduct.

Research methodology is a systematic way to solve a problem. It is a

science to study how research is to carried out essentially the procedure by
which researcher goes about their work of describing, explaining and predicting
phenomena are called “Research Methodology”

RESEARCH

Generally research is considered as an endeavor to arrive at the answer to

intellectual and practical through the applicant and scientific method to
knowledge universe. It is from know to unknown.

Definition :

“Research is a careful critical inquiry or examination in seeking or

principles diligent investigation in order to ascertain something.”

-WEBSTER’S
DICTIONARY

“Research is a structural inquiry that utilize acceptable scientific methodology

to solve problems & creates new knowledge that is generally applicable.”

- GRINELL

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RESEARCH DESIGN :-

A research design is a framework or blueprint for conducting the market

research project. It details the procedures necessary for obtaining information
needed to structure & save marketing problems. Although a broad approach to
the problem has already developed. The research design specifies details the
nuts & bolts of implementing that approach. A research design lays the
foundation for conducting project.

According to Clifford woody research comprises defining and redefining

problems formulating hypothesis or suggested solution organizing and
evaluating data, making deduction and reaching conclusion and at last carefully
testing the conclusion to determine whether they fit formulating hypothesis.

STAGE 1

Problem definition
Statement of research objective

STAGE 2

Planning the research design

Data collection
 Primary
 Secondary

STAGE 3

Data selection
Development of collection method

EXPLANATION OF STAGES

The main objective of the project was to analyses the capital structure
ratio of state bank of India. So it was necessary to find capital structure ratio of

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a bank and the capital that has taken place in capital structure. By defining the
objective research get proper directing.

Tools for Analysis :

Presentage Method

Percentage method = (No. of respondents/Total respondents)*100

Simple Percentage

Simple percentage analyzing and interpreting the collected data. The

diagramed representations have given by pie-diagrams and bar charts.

 Books
 Website
 Journals
 Magazines

DIRECT PERSONAL INVISTIGATION

This implies the situation where the research goes into the field of study
in person for the collection of required data. Also, the investigation of this
formally confined to a single locality and the information gathered is capital in
nature.

INTERVIEW METHOD

Every interview has got its balance of revelation and has withheld
information. An interview can effective formal verbal or the non-verbal
conversation initiated for the specific purpose and focused on certain planned
content area.

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 A method of interview consists of direct personal interview and the
telephone interview. Direct personal interview require face to face contact with
respondent. Other type of interviewing technique is a structured or a non-
structured method. The interview based on pre-determined question and
standardized techniques is called structure interview. Here the no. of nature of
question, order of asking, wording of question, etc. and the response pattern are
highly standardize.

The un-structured from of interview is adjusted to the level of the

respondent. The wordings, the order of question, etc. can be change depending
on the response pattern. Telephone interview can be used as follow up of mailed
question and is fairly used to carry out on actual interview.

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DATA COLLECTION

Collection of data refers to purposive gathering of information relevant to

the subject matter understudy and method used depend mainly on nature,
purpose and scope of the enquiry to be undertaken as well as on the availability
of the sources and time.

PRIMARY DATA

The data are those which are collected for the first time. They are original
in character. They are collected by the research for first time of his own use.

The source of primary data include

 Direct personal investigation

 Interview
 Drafting and questionnaire
Indirect questions
Open ended question
Direct question

SECONDARY DATA

Secondary data are those which have already been collected by

others. When it is not possible to collect primary form, the researcher may take
the help of a secondary data. They are those which are already been collected
with some others view in mind. They are collected for serving the objective
other than what the researcher might have in his mind.

Sampling Unit :

Dinshaw’s in Nagpur

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Sampling methods :

Simple random method

Sample Size :

A sample is 50 was being selected for this research project

OBJECTIVE OF THE STUDY

 To identify the variety of Product offer by Dinshaw’s.

 To identify which brand is most famous and why.
 To know about the marketing skills use while convincing the customer.
 To examine preference of consumer in selected product of Dinshaw’s.
 To study the brand awareness of Dinshaw’s among the residents of
Nagpur.
 To find out the market share of these two Product in the market.
 To know the perception of customers regarding Product.
 To determine the customers satisfaction regarding product.
 To measure the Brand Loyalty of Amul Product.
 To study the customers view on Facility of Amul.

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 HYPOTHESIS

H1 :- It has been consistently successful in satisfying their consumers in all

the aspects of price as well as quality and variety of products.

H0 :- It provides excellent customer service to its customers.

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 SCOPE OF THE STUDY

 To Study is limited to Nagpur region.

 To Study is limited for the year 2017-18.
 To Study is limited to the sample size of 50 outlets.
 To Study is limited on company restriction.

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REVIEW OF LITERATURE

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 REVIEW OF LITERATURE

Peterson et al. (1997) stated that all marketing functions are carried out through
three distinctive types of marketing channels: communication channels,
transaction channels, and distribution channels. By definition, communication
channels enable the flow of various types of information between buyers and
sellers. Transaction channels realize ordering and payment activities between
buyers and sellers, and distribution channels facilitate the physical exchange of
products and services between buyers and sellers. Stewart, Frazier, and Martin
incorporated marketing functions into two types of channels: communication
channels and distribution channels.

The latter has a broader definition, meaning “a mechanism through which a

product or service can be selected, purchased/ordered, and received by a
segment of the firm's customers.” Sometimes distribution tasks are equal to
marketing flows. Eight generic marketing flows exist, namely, physical
possession, ownership, promotion, negotiation, financing, risking, ordering and
payment. Physical possession refers to all storage activities, including
transportation between two channel members (Coughlan et al., 2001).

Distribution Channels have become the most important component of marketing

today and are receiving increased attention. Channels not only add value to
products and services, but also create customer and shareholder value, brand
equity and market presence for a company. For most service organizations,
consumer marketing and industrial marketing firms, the distribution channel, or
inter organizational network of institutions, comprising of agents, wholesalers,
distributors, and retailers (Gorchels, 2004; Pelton et al., 2002; Lambart et al.,
1998) play a significant role in the flow of goods from producers to consumers.
According to Cespedes (2006), demand generation, inventory storage,

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distribution of goods, providing credit to buyers, after sales service, product
modification and maintenance are some of the functions that a channel
performs. The channel member also called as an intermediary is a member of
the distribution channel excluding the manufacturer and the consumer.
Intermediaries come between these two and perform one or more of the above
functions.

The shifting of channel power from manufacturers to retailers, wholesalers, and

distributors has had a great impact on distribution. In many cases, the consumer
perceives all of the top brands as substitutes for each other leading to a lower
brand loyalty, which in turn decrease the manufacturer’s power. This actually
increases the distributor’s power because sales are then determined by what is in
stock and most often what is recommended by the distributor and not by what
particular brand offers (Lambart et al., 1998).

The marketing channel may be defined as: "The external contractual

organization that management operates to achieve its distribution objectives"
(Rosenbloom, 2004). From the viewpoint of the manufacturer, a key aspect of
marketing strategy is to determine how best to go to market (Bowersox &
Cooper, 1992). Marketing channel decisions are among the most critical
decisions facing management. The channels chosen intimately affect all the
marketing decisions (Kotler, 2003). As a strategic marketing tool marketing
channels had, for many years, taken something of a "back seat" to the other
three strategic areas of the marketing mix: product, price, and promotion. Many
firms viewed marketing channel strategy as somewhat of a "leftover" after the
more "important" product, price, and promotional strategies had been
considered. Although termed “the long neglected side of marketing” this
attitude appears to be changing.

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This is a newer orientation and looks at the distribution system or channel as a
social system consisting of interacting sets of major economic and social
political forces that affect behavior and performance (Stern & Reve, 1980).
Another framework is ecological. This approach focuses on the interaction
between the firm and its environment. Finally, we have a strategic managerial
system approach that emphasizes decision making and a developed system of
strategy planning. Thus, this framework for looking at channel alternatives is
concerned with the integrated and coordinated use of channel and marketing
resources to achieve specific objectives (Michman, 1983).

In considering the six basis channel alternatives, the marketing manager should
consider these five analysis frameworks in making decisions to focus on four
basic tactical considerations that must be made. These four are (1) an evaluation
of the relative power of the various channel members, (2) an organization of
channel commitments as well as a formulation of channel procedures (3)
accurate measurement of channel performance, and finally, (4) evaluation of
change potential within the channel and management of the change when
appropriate (Bowersox et al.,1980).

One alternative channel decision that the business marketing manager can make
is the selection of a direct channel of distribution. Direct channels involve
“direct selling” (that is, no external intermediary involved) to the industrial user,
with or without the use of sales branches. A direct sale would include both
generalists and specialists (Sutton, 1986). Some manufacturers have set up their
own retail outlets to sell their goods directly to consumers. This way they
bypass the cost of both wholesalers and independent retailers. This strategy is
feasible, however, only it manufacturers can perform the wholesalers and
retailers functions more economically. When IBM began introducing personal
computers in 1980, it established two channels, large computer retailers such as
Computer land and its own retail stores, called Product Centers. But the Product

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Centers were soon plagued with inefficient inventory control and high
overhead, prompting IBM to conclude that it was more efficient to distribute
through intermediaries rather than direct to consumers (High Tech Marketing,
1986-A)

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DATA ANALYSIS & INTERPRETATION

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 DATA ANALYSIS & INTERPRETATION

Q.1) How often do you visit Dairy Outlets?

Visit People Percentage

Everyday 3 5%

Alternative days 7 15%

Weekend 39 78%

Once in a month 1 2%

Total 50 100%

2 5

15

Everyday
Alternative Days
Weekend
Once in a month

78

INTERPRETATION :-

From the above graph 78% Peoples are visit in Weekend at Dairy Shop,
15% are Alternative Days Visit in Dairy Shop, 5% Peoples are Visit in
Everyday in Dairy.

36
Q2) Which of the following Ice – Cream Brands do you Like the most ?

Brand People Percentage

Amul 14 28%

Dinshaw’s 23 46%

Mother Dairy 8 16%

Cream Bell 3 6%

Vadilal 2 4%

Total 50 100%

4
6

28
16 Amul
Dinshaw's
Mother Dairy
Cream Bell
Vadilal

46

INTERPRETATION :-

From the above graphs Most of People like Dinshaw’s Brand in 46%,
28% Like is Amul brand of Dairy, 16% are Mother Dairy, 6% is like Cream
Bell and 4% Vadilal Brand Like of Peoples.

37
Q.3) Why do you buy the brand you choose?

Brand People Percentage

Price 8 16%

Quality 27 54%

Flavour 12 24%

Purchasing Convenience 3 6%

Total 50 100%

6
16

24
Price
Quality
Flavour
Purchasing Convenience

54

INTERPRETATION :-

From the Above Graphs the Brand Choose the Quality is Better is 54%,
24% are Flavour of the Dairy, 16% are depends the price of Dairy and 6%
Purchasing Convenience of the Brands.

38
Q.4) How often does you Dinshaw’s Ice-Cream?

Visit People Percentage

Everyday 2 4%

Alternative 6 12%
days

Weekend 23 46%

Once in a 19 38%
month

Total 50 100%

4
12

38 Everyday
Alternative Days
Weekend
Once in a month

46

INTERPRETATION :-

From the above graph 46% Peoples are visit the Dinshaw’s Dairy is
Weekend, 38% Peoples are Visit the Alternative Days of Dinshaw’s Dairy and
12% Visit is Alternative Days.

39
Q.6) Which among of following is your Favourite Dairy?

Favourite People Percentage

Sticks 4 8%

Cups 6 12%

Cones 4 8%

Bricks/Tubs 36 72%

Total 50 100%

12

Sticks

8 Cups
Cones
Bricks/Tubs

72

INTERPRETATION :-

From the above graph 72% Peoples are Bricks/Tubs are Favorite the
Brand, 12% are Cups Choose and 8% Peoples are Like in Sticks and Cone of
the Dairy.

40
Q.7) In the Product line of Dairy is adequate?

Product People Percentage

Yes 33 66%

No 0 0%

Haven’t Through About That 17 34%

Total 50 100%

34 Yes

No

Haven't Through About

66 That
0

INTERPRETATION :-

From the above graph the 66% Peoples are Product is Adequate of Dairy
and 34% is About the of Product.

41
Q.8) Ice-cream is your favorite of all other product’s?

Category No. of People Central Tendency

Yes 42 84%
No 8 16%
Total 50 100

16% YES

NO

84%

INTERPRETATION:

Consumers were asked about their preference of Ice-Cream among other

products, most of that is 84% of them replied that they prefer ice-cream over
other products.

42
Q.9) How do you rate Ice-cream in term of price?

Category No. of people Central tender

Costly 4 9%
Fair 14 28%
Reasonable 20 40%
Cheap & best 12 23%
Total 50 100%

9%
23%

28%
COSTLY
FAIR
REASONABLE

40% CHEAP & BEST

INTERPRETATION:

No matter how much is one earning he/she wants to do the best deals.
Good products with reasonable price are the core elements for success of any
business.

If we sum up the positive answers almost 91% of the consumers find

the price of ice-cream Reasonable. For them price of ice-cream is affordable.

Whereas for 9% of the consumers the price of ice-cream burn hole in

their pockets. So overall the price offered by ice-cream is reasonable & it should
be because “price is the only element which earns revenue”.

43
Q.10) What will you score for communication facilities &
methodology?

Category No. of people Central tender

Excellent 10 20%
Very good 11 22%
Good 12 23%
Average 12 25%
Poor 5 10%
Total 50 100%

10%
20%

25% EXCELLENT
VERY GOOD
22%
GOOD
AVERAGE
23% POOR

INTERPRETATION:

Better communication facility & methodology increases efficiency.

Efficiency leads to better products which result in Customer Satisfaction.

20% consumers grade methodology excellent; 22% very good; 23%

good but 14% consumers think that communication facilities & methodology is
poor. So there is slight improvement in this field.

44
Q. 11) How is the relationship with the distributor?

relationship No. of people Central tender

Good 49 98%
Bad 01 02%
Total 50 100%

Good
Bad

98

INTERPRETATION :-

The above chart shows that 98% of the retailers surveyed had good opinion

towards the distributors; therefore the distributors have to maintain the same.

Only 2% of the retailers surveyed have bad opinion therefore the distributors

have to control this aspect because the word of mouth plays a very important

role and they should try to make their relationship 100%.

45
Q. 12) How many times the distributor visits outlets per week.

Time No. of people Central tender

One 4 8%
Alternative 23 46%
Daily 23 46%
Total 50 100%

46 One
Alternative

46

INTERPRETATION :-

The above chart reveals the frequency of visit made by the distributor in the
market. This chart shows that to 46% of the outlets surveyed the visit was on
alternative days, 46% of the outlets surveyed the visit was on daily basis and
8% of the outlets surveyed the visits are made once a week. This shows that the
company is mostly following the Alternative and daily routes.

46
Q.13) How many times he is expected to visit

Time No. of people Central tender

One 2 4%
Alternative 17 36%
Daily 30 60%
Total 50 100%

36
One
Alternative
60

INTERPRETATION :-

The above chart shows that there is a huge demand for Coke Products in
Belgaum city and therefore 60% of the retailers are expecting daily visits from
the distributors in order to meet the demand from the consumers, therefore the
company has to look to this aspect seriously.

36% expect an alternative days visits instead of daily visits, the outlets which
are non potential outlets expect the distributor to visit once a week

47
Q.14) Are you satisfied with the supply each time ?

Time No. of people Central tender

Yes 33 66%
No 17 34%
Total 50 100%

34

One
Alternative

66

INTERPRETATION :-

The chart shows that the company is effective during each supply with respect

to the behaviour and suggestions to the retailers.

Therefore 66% of the retailers surveyed are satisfied with the supply during

each delivery and 34% are dissatisfied with the same.

48
FINDINGS

49
 FINDINGS

 From the above graph 78% Peoples are visit in Weekend at Dairy Shop,
15% are Alternative Days Visit in Dairy Shop, 5% Peoples are Visit in
Everyday in Dairy.
 From the above graphs Most of People like Dinshaw’s Brand in 46%,
28% Like is Amul brand of Dairy, 16% are Mother Dairy, 6% is like
Cream Bell and 4% Vadilal Brand Like of Peoples.
 From the Above Graphs the Brand Choose the Quality is Better is 54%,
24% are Flavour of the Dairy, 16% are depends the price of Dairy and
6% Purchasing Convenience of the Brands
 From the above graph 46% Peoples are visit the Dinshaw’s Dairy is
Weekend, 38% Peoples are Visit the Alternative Days of Dinshaw’s
Dairy and 12% Visit is Alternative Days.
 From the above graph 72% Peoples are Bricks/Tubs are Favorite the
Brand, 12% are Cups Choose and 8% Peoples are Like in Sticks and
Cone of the Dairy.
 From the above graph the 66% Peoples are Product is Adequate of Dairy
and 34% is About the of Product.
 Consumers were asked about their preference of Ice-Cream among other
products, most of that is 84% of them replied that they prefer ice-cream
over other products.
 If we sum up the positive answers almost 91% of the consumers find the
price of ice-cream Reasonable. For them price of ice-cream is affordable.
 20% consumers grade methodology excellent; 22% very good; 23% good
but 14% consumers think that communication facilities & methodology is
poor. So there is slight improvement in this field.

50
 Only 2% of the retailers surveyed have bad opinion therefore the
distributors have to control this aspect because the word of mouth plays a
very important role and they should try to make their relationship 100%.
 The above chart reveals the frequency of visit made by the distributor in
the market. This chart shows that to 46% of the outlets surveyed the visit
was on alternative days, 46% of the outlets surveyed the visit was on
daily basis and 8% of the outlets surveyed the visits are made once a
week. This shows that the company is mostly following the Alternative
and daily routes.
 The above chart shows that there is a huge demand for Coke Products in
Belgaum city and therefore 60% of the retailers are expecting daily visits
from the distributors in order to meet the demand from the consumers,
therefore the company has to look to this aspect seriously.

51
CONCLUSIONS

52
 CONCLUSIONS

 It can be concluded that alternative channels of distribution create new

markets for any company. The development of alternative or new
channels of distribution makes the company to exist for long.

 A company can add alternative channels or new channels of distribution

through research or innovation.

 In the process of distribution channels, alternative channels help in

increasing new grounds for transferring the products from company to the
end-user.

 Company should find new channels to attract and retain different segment
of customers. In past company’s used to retain customers by marketing
mostly in retail outlets.

 But tea stalls are the places where Dairy are mostly consumed by
customers along with tea, but large portion of Dairy supplies is
contributed by the local bakeries.

 Thus, Dinshaw’s Company must take important decisions regarding

setting up sales point in tea stalls by taking promotional steps like
increasing of profit margin for economical packs, regular refreshing of
stock and effective advertising strategies etc.

53
SUGGESTIONS

54
 SUGGESTIONS

 The profit margin should be increased which will help in setting up

more number of sales points.

 Sales force should actively Involve in re-stocking of the product.

 The no. of Dairy in the pack’s should be increased for economical

range packs.

 The company should effectively promote economical packs of Dairy

through effective media and advertisements.

 A special habit of consuming small pack’s of Dairy along with Dairy

should be promoted.

55
BIBLIOGRAPHY

56
 BIBLIOGRAPHY

Referred Books Title Author

1. Marketing Management : Gary Armstrong

&

Philip Kotler

2. Marketing Research : G.C.Beri

3. Marketing Channels : Stern Louis

&

E.L.Ansary

WEBSITES:

www.channeldistribution.com

www.dinshaw’sicecream.com

www.google.com

57
ANNEXURE

58
 ANNEXURE

Q.1) How often do you visit Dairy Outlets?

 Everyday
 Alternative days
 Weekend
 Once in a month

Q2) Which of the following Ice – Cream Brands do you Like the most ?

 Amul
 Dinshaw’s
 Mother Dairy
 Cream Bell
 Vadilal

Q.3) Why do you buy the brand you choose?

 Price
 Quality
 Flavour
 Purchasing Convenience

Q.4) How often does you Dinshaw’s Ice-Cream?

 Everyday
 Alternative days
 Weekend
 Once in a month

59
Q.6) Which among of following is your Favourite Dairy?

 Sticks
 Cups
 Cones
 Bricks/Tubs

Q.7) In the Product line of Dairy is adequate?

 Yes
 No
 Haven’t Through About That

Q.8) Ice-cream is your favorite of all other product’s?

 Yes
 No

Q.9) How do you rate Ice-cream in term of price?

 Costly
 Fair
 Reasonable
 Cheap & best

Q.10) What will you score for communication facilities &

methodology?

 Excellent
 Very good
 Good
 Average
 Poor

60
Q. 11) How is the relationship with the distributor?

 Good
 Bad

Q. 12) How many times the distributor visits outlets per week.

 One
 Alternative
 Daily

Q.13) How many times he is expected to visit

 One
 Alternative
 Daily

Q.14) Are you satisfied with the supply each time ?

 Yes
 No

61