CHAPTER-I

INTRODUCTION

The rapid development of health and quality consciousness in the Indian

consumer along with the growing preference for branded food products has seen
the diary industry evolving to a more sophisticated plane.

India’s diary sector is poised for spectacular growth. Its going rapidly
though the per capital milk consumption has remained low (197 gm per day
compared to the world average of 285 gm) and is expected to grow strongly over
the next decade as income rises due to overall economic growth and increased
urbanization. Demand is expected to increase by 15% over the next 10 years.
The opening up of export market is also executed to stimulate growth.

Apart from drinking milk directly, the Indian tea and coffee consumers use
milk consumption of ghee, butter, and lassie also contribute to the demand of
milk.

After the split of Soviet Union, India has became the second largest
producer of milk in the world, next to USA. According to the Dr.V.KURIEN the
chairman of G.C.M.M.F by the year 2000 India will overtake USA.

The tremendous potential of the diary industry was given a major fillip with
then finance minister Dr. MAN MOHAN SINGH move to the license of milk
industry in June 1992. the sector which is dominated by the co-operative and
government own milk schemes was thrown open to private sector, which for a
long time has been looking for a opportunity to enter the field.

Although diary is essentially a state subject, NDDB has taken up a project

called operation flood. Operation flood is an integrated Programme for diary
development based on anand model cooperative. Main objectives of operation
flood is to build a self sustaining national diary industry on cooperative lines entire
process development in milk production, procurement processing marketing and
production enhancement are to be brought about through organization owned and
managed by farers themselves.

1
 Andhra Pradesh is the seventh largest milk producing in India. In 1995 milk
production constituted 11% of Andhra Pradesh agriculture economy and the
secretary was one of the biggest contributors after rise. In terms of gross value
added at current price, the sector has grown at almost 17% in the last 5 years.

Need and Importance of the milk:-

As per medical science and scientific survey the useful of milk for human being is
very essential and there is no age factor and segment of this product to any it is
useful to each and every one in the age hierarchy factor and the milk is one of the
dosage acts as vitamins for body after drink milk. Apart from this few other brands
such milky products.

Milk and its products constitute an important part of daily diet. Milk is known
as the most significant and complete food among all the food products, since
early ages of human life. It supplies body building proteins) bone forming minerals
health giving vitamins energy and also gives lactose and milk fats, etc besides
providing certain essential fatty acids, it contains nutritional for easily digestive
and assailable form. All these properties make milk an important food product in
universe. In highly developed countries, milk and its products societies normally
enjoy complete freedom from diseases associated with malnutrition, which is
commonly found in developing countries with extreme milk production, and supply
methods.

As Indian economy is predominantly agricultural sector, Dairy and Animal

Husbandry form an important activity of its farmers. This Dairying activity
constitutes 10% in total G.D.P Indian agriculture being a seasonal activity; it
cannot engage farmers throughout the year. Certain activities like Dairying, Sheep
rearing poultry etc. Will have to be taken up while major part of the milk is
produced in rural area, but the demand for milk is mainly from urban area. As
urban areas have high density of population and its population is mostly engaged
in non-agricultural activities, they have to depend on rural areas for supplying of
milk. Normally urban consumers receive milk through private milk vendors who
collect milk from villages.

2
Procurement of Raw Milk:

Milk is procured to the dairy milk producers especially from the former from
70 villages with their respective milk co-operative societies. The average milk
consumption is nearly per day. The sales revenues per day is 1.7 lakhs and the
monthly turn over will be two crores rupees

In the procurement of milk, there occur reasons. They are

1. Season and
2. Unseasoned (lean season)

The ‘season “start from October to February. In this period, the

procurement of milk increases to 10,000 liters per day the sales will be increased
to 5000 liter to 6000 liter per day. This season is called as “FLUSH SEASON”
Whereas in unseasoned i.e. from March to September,

The procurement will be as usual that is 2000 liters per day and the sales
will be 6000 liters per day

Chilling:

The procured milk is chilled at chilling centers at 4 oC the chilled milk goes to
next stage called pasteurization stage

Pasteurization:

At the pasteurization plant milk is checked for standardized SNF content.

Then the milk is he3ated at 72o C for 16 seconds. At this stage cream and
marketed milk (i.e. toned milk) are differentiated. This cream is used in the
preparation of ghee district by pockets.

3
Objectives of the study:-

In the present scenario the sales and distribution creating few problems
such as late delivery, mediators involvement with lot of expenses incurring,
transportation inadequate in rural areas and other factor impact like competition
with other brands like retail market.

The main important objectives of the study are listed below:-

 To know the details of sourcing of milk.

 To know the channels of distribution from its manufacturing unit to end

users.

 To know the media effectiveness for milk sales.

 To know the consumer buying behaviour.

 To find the sales of milk per day.

 To know the consumer opinion on door to door delivery.

 To know the brand awareness of the market.

 To find the position of Vijaya Milk in a comparative study with its

competitors.

 To know any defectiveness in the quality, packaging, of the milk.

 To drawback conclusions based on the information gathered.

4
Scopes of the Study:-

The dairying, which was brought under public sector, is best with
managerial, organizational and financial problems besides keen competition
from the private sector in a mixed economy system adopted in India.

• For the healthy growth of Dairying under public sector, the

problems with regard to the above aspects have to be first
identified and then analyzed to seek solutions.
• Through this study is mainly based upon investigation done by
the researcher in Warangal, the major aspects can be generalized
with marginal regional variations.
• Though the Government through its various commissions and
expert committees has been trying a number of models for the
management of Industry like departmental supervision, corporative
management and now producer's co-operative Federation. Hence
the need for an independent study.

In India, there are many problems in marketing of milk. The main problems
are lack of adequate and timely supply of milk, poor quality and adulteration
of milk, leakage of packets, high & low discrimination of prices of milk etc. in
view of these problems, Govt., of India adopt several measures to improve
the marketing system,. Quality and sales of milk in rural as well as in urban
areas in Indian are covered by Dairy, co-operative societies which have
take up the responsibility of improving the quality and sales of milk.

5
NEED OF THE STUDY:

Sales and distribution panel to prepared primary for decision-making. They

play dominant role in setting the framework of managerial decisions. The
information provided in the marketing of the product is immense use in making
decisions through analysis and interpretations gathering distribution channels and
making it in easier from to get make more effectively and efficiently.

Sales and distribution is the process of placing the product knowing the
supply and demand. An important role of a marketing channel is to fill the gaps
between the production and consumption process. These gaps can be in
relation to time, space, quantity and variety.

Marketing channels play a significant role in reducing these gaps and

promoting the products. Various techniques used for promotion of products are
discounts, promotional schemes, etc.

• A marketing channel is an organized network of agencies and institutions,

which link producers and users to accomplish the marketing task.

• Role of marketing channel is to fill gaps in production and consumption

process and promote products through promotional activities.

• Functions of marketing channel include facilitating the exchange process,

alleviating discrepancies, standardizing transactions, matching buyers and
sellers, providing customer service, etc.

6
Research Methodology:-

This survey is conducted to study the panel of selling and distribution process by
which effective in sales. For this purpose we have selected 120 respondents
from Warangal district. To collect primary data from respondents we designed a
schedule. The schedule contains questions which are as follows:

a) Personal identification

b) Social background.

c) About the study.

The collected information is edited, classified tabulated the data is analyzed &
interpreted. Finally conclusions are drawn and suggestions are being offered.

Sample of the study: - 120 respondents selected who are existing distributors
of Vijaya Dairy Milk to measure channels of distribution.

Sources of data

The following are the main sources of data collection.

Primary data

It is collected through questionnaire – Personal discussions – schedules served

– with the experts.

Secondary data

The data is collected through literature published in various articles relating to

manufacturing process to selling to the customers. The information also
gathered from various media – print and electronic, news papers, magazines,
terms and conditions of Vijaya brands and Internet.

7
Limitations of the study

The following are the limitations of the study

♦ As the sample is 120 respondents, the study and findings can be

exhibited upon the selling persons.

♦ The sample is insignificant to total distribution channels of Warangal

district and thus the findings cannot be generalized.

♦ In certain cases the data is collected through observation. Such data

may not be accurate and therefore the findings of the study can be called
as near to accuracy only.

♦ This study is biased upon only existing sellers and retailers because we
cannot take others who don’t know about the product concept to say about
selling and distribution line to get the product to sale in the market.

8
 Chapterisation of the Study

The report of the study consists of these chapters. They are as follows:

1. About the study: It deals with the following

a) Introduction
b) Importance of the milk
c) Objectives of the study
d) Research methodology
e) Sources of data
f) Limitations of the study

2. Company Profile: It deals with the following

a) About Vijaya Dairy industry in India.

b) About Vijaya Dairy industry in Andhra Pradesh.
c) About Vijaya Dairy industry in Warangal.
d) About organizational structure.

3. Theoretical Aspects:

SALES AND DISTRIBUTION.

a) Channels of Distribution.
b) Role of marketing channels.
c) Function of marketing channel.

4. Data Analysis: This chapter deals with the data collection, analysis and
interpretations of sample respondents selected from different areas of
Warangal District.

5. Conclusions and Suggestions

6. Bibliography

7. Appendix

9
 CHAPTER – II

ORGANISATIONAL PROFILE
ABOUT VIJAYA DAIRY INDUSTRY IN INDIA LEVEL

In India, dairying has been a part of the activities of farmers. This

activity was adopted to earn the income of the farmer throughout the year.
India has the largest cattle and buffalo population. But its share of milk
production is 10% only. In India the average animal milk capacity per cow is
only 150 kg per year, and buffalo 5OO kg per year, and buffalo 500 kg per
year. In some countries due to dairy development activities, the average
milk production per cow is 3000 to 4000 Kg at present the level Milk
consumption is only 119grams per head in India while a healthy person
requires at least 210 grams daily.

India has realized the need from developing the dairy Industry only
after Independence. When planned development of dairying as actually
taken up in the five year plan 1951-56, in adequacy of suitable marketing
structure was noticed about low milk production. This was centralized in
rural areas, where the producers are facing transportatj0n problems and
lack of marketing problem. To solve these marketing strategies were
introduced and developed for the proper flow 0; milk at rural areas to the
dairy plants. In most of states large dairy have been established with a
direct link between rural milk producers and urban milk distribution units.
Some dairy units have also established a chain of' milk collection and
chilling centers in the rural areas for milk handling in large quantity and for
distance transport without spoilage. These processing centers have a
stimulating effect on the c1airy industry throughout the country.

10
ABOUT VIJAYA DAIRY INDUSTRY IN ANDHRA PRADESH

Agricultural sector and good potential for milk production dominate Andhra
Pradesh. The state has a cattle population of 218.31lakhs with 16.74 lakhs cows
and 25.851akhs buffaloes. The cattle population of the state forms about 1/10 of
national stock strength. The milk production is estimated about 49 lakhs litres per
day. Andhra Pradesh is having all types of natural resources that would help the
growth of Dairy Industry.

In Andhra Pradesh, the first Dairy was proposed in 1959. At that time "pilot
milk supply schemes "was started. It is an action to integrate the milk project with
the assistance of the UNICEF at a cost of Rs 4.5 crores. In the year 1961, a
separate department of milk was established including four districts of coastal
Andhra and three Districts of Telangana. The Dairy Development Department
was converted into Organization Profile Andhra Pradesh Dairy Development
Corporation Limited (APDDC), under the state government in the year 1974. The
objectives of the APDDC are to minimize the socio-economic change of Dairy
development programmes and providing employment and Income to the milk
producers through out the year. The APDDC has been operating well. It has
even regional officers at Hyderabad, kurnool, Chittoor, Rajahmundry,
Nizamabad, Warangal and Vijayawada. Each region is under the control of a
Regional manager.

11
PROGRESS OF DAIRY INDUSTRY DURING PLAN PERIOD

The progress made by Dairy Industry during plan periods, in India is briefly
presented below Programme for organizing Dairy Industry on proper lines was,
initially conceived in the first five year plan. The plan out lay for Dairying" under
this' plan was Rs.7.81crores. Work on Dairy development was undertaken in the
states of Andhra Pradesh, Madhya Pradesh, Orissa, Tamilnadu and Uttar
Pradesh.

Second Five year plan (1956-61) had a layoff 21 crores for Dairying. During
this plan period, seven liquid milk plants were established. Pilot milk schemes as
a prelude to the establishment of Dairy plants were started at 8 centres. The
expansion of National Dairy Research Institute, Karnal and its southern Regional
station at Bangalore and establishment of two regional stations at Calcutta and
Bombay to meet the Industry requirement for trained personal was an added
development

The third five year plan envisaged the establishment of 55 milk supply
schemes for cities with over one lakh population and Industrial town-ships, 8 rural
creameries, 6 milk product factories, two cheese factories, four cattle feed
compounding factories, during this plan, 30 liquid milk plants, continued to
establishment of another 37 liquid milk plants was invocated. In 1965, the
National Dairy Development Board (NDDE) was setup by the Government of
India. Its main objectives were to provide any technical service to the
implementing agencies in Building-up their Dairy projects. These services were
designed to help in building-up rural milk producers co-operatives.

With a view to provide chilling and marketing facilities, the fourth five year
plan envisaged. During this plan, i.e., in the year 1970, a five year project known
as 'Operation Flood' was conceived and formulated by the NDDB. This is the
worlds biggest milk drive. It aims ultimately at establishing a broad basis for
accelerated development of the national Dairy Industry. But, as NDDB was not
authorized to transact any financial and commercial activities of this Programme.
The union Government had set-up the "Indian Dairy Corporation (I.D.C) for
executing the Operation Flood Programme.

12
 The project 'Operation Flood' aims at the improvement of milk marketing by
enabling the organized Dairy sector to obtain a commanding share of the
markets id the four major cities of Bombay, Calcutta, Delhi and Madras and at
speeding up Dairy development by increasing milk production in rural areas.

In continuation to Operation Flood-I, a multi-dimensional Programme called

Operation Flood-II d is introduced in the year 1978. The main objectives of this
Programme were,

a. To increase milk production in the country to the level of losing the

gap between demand for and supply of milk and milk products.
b. To establish Dairy Co-operative Societies, Dairy Units and
Federations.
c. To erect infrastructure required to support available National Dairy
Industry.
Thus, the responsibility of Dairy extension Programme is placed on the
shoulders of Co-operative sector in India.

13
ABOUT VIJAYA DAIRY INDUSTRY IN WARANGAL.

This chapter gives detailed information about the development availability's

under taking by Warangal Dairy and the existing management system of
Warangal Dairy etc, It is also contains of a fries profile of Warangal Dairy.

In Warangal District around 60% of the population depends on agriculture of

their livelihood. It also has a forest with a range of 3.7lakhs hectors.

In Warangal District, different types of cattle breed are found. There are
certain types of buffaloes in the District, according to the animal husbandry
department the buffaloes living in Warangal are apart from production of milk,
cattle's are used for agricultural purpose.

There is a Dairy plant in Warangal town and foremilk chilling centers each at
Thorroor, Mulugu, Narsampet and Jangaon. Their milk chilling centers collect
milk from collection centres in the villages. The collected milk is chilled at the
concerned chilling centre and it is transported to the Warangal Dairy. The
processed milk at Warangal Daily is marketed to the milk consumers in the tri-city
of Warangal, Hanamkonda and Kazipet in the form of Distribution.

Warangal is considered as Municipal Corporation which covers the entire

area of Warangal city and some sub urban areas like Hasanparty etc., it covers
three towns mainly Warangal, Hanamkonda and Kazipet. Warangal is considered
the centre of trade while Hanamkonda was famous for Government offices and
educational Institutions. The importance of Kazipet because of it's being Railway
Junction.

14
DAIRY DEVELOPMENT ACTIVITIES OF WARANGAL DISTRICT:

In Warangal District Organizational attempts to procure and distribute milk in

the year 1968. Milk supply of farmers of Warangal District was formed in
organized Co-operative sector under the intensive milk supply scheme; these
activities were looked after by the state Government department of agriculture
and Animal Husbandry. Under this scheme a medium size of Dairy was
sanctioned with a capacity of 12,000litres per day, when the state government
has established the Dairy development in 1970, Warangal Dairy has brought
under its shadow. Again when the state government established Andhra Pradesh
Dairy Development Co-corporation Limited (APDDC Ltd) Warangal Dairy came
under their control. As the Govt. of Andhra Pradesh has decided to

Implement Operation Flood-II ProiSramn1e in the state, AP Organization

structure of APDDCF Ltd., from 1981 onward. At present Warangal is under the
supervision and control of APDDCF Ltd.

To meet the requirement of producers as well as consumers in Warangal

town, a bulk cooler is installed at that period with the installation of cooler; milk
supply to the Warangal was started on 10th march 1969. The construction of
building and installation of plant and machinery was completed in 1971. Dairy
opening ceremony was held on September 19'/1. It was speed over as area
5acres and 24guntas. The cost of construction was more than Rs. 20 lakhs. An
Initial stage milk automatic bulk machine with a capacity of 5,880 bottles per hour
was installed. In the year 1982 the pre had machined was installed and milk is
now being supplied in polythene sachets. At present there are two pre packed
machines functioning each with a capacity of 5000 milk sachets per hour. The
milk in Warangal is distributed through L10rc than 100 booths need over the tri-
city of Warangal. In addition to this milk is also being supplied on credit to
Instructors like hospitals, hotel, Railway Can teen and Central J ail etc., Relating
to this Warangal Dairy has there Dairy parlors for selling milk products like whole
milk powder, ghee, butter, cheese etc.

15
 OBJECTIVES OF THE WARANGAL DAIRY ORGANIZATION

Warangal Dairy Organization is using 'VIJAYA' Brand labels to sell their

products to the consumers wherein some other states, the Dairy federation is
using "AGMARK" Brand to market their products.

Warangal Dairy is a District level unit and all the policy decisions are taken at
the head office level. Warangal unit is only a functioning unit, which operates the
work to achieve the objection of Dairy federation.

OBJECTIVES OF WARANGAL DAIRY:

• To provide the good market for all fllral as well as urban markets.
• To create awareness among Vijay8. Brand product the milk.
• Supply of pasteurized milk to the people of Warangal, Hanamkonda
and Kazipet at reasonable price.
• To increase the sales by improving the quantity of Vijaya brand milk.
• To avoid the distance and convenience of customers.
• To educate people to buy milk (Vijaya) through advertisement and
marketing.
• Fulfillment of social obligation.

DISTRIBUTION METHOD IN WARANGAL DAIRY

Distribution of milk is done through four methods. They are,

•Cash sales method

•Advance and sales method

•Special sales method

•Credit sales method

16
 The milk sales are being conducted in the tri-cities of Warangal, Hanamkonda
and Kazipet through 98 booths is a credit Institutions. The sales leave reached
now up to 5,000 liters per day. For prompting sales of company product the study
of consumer behavior is inevitable or compulsory. Marketing manager should
take decisions regarding brand, discount packaging, commission, advertising
policy, gifts, free samples etc., by studying consumer behavior.

The milk sales are being conducted in the twin cites and surrounding
areas through its customers/booths nearly 1000 points is a credit
Institutions. The sales have reached now up to 1,00,000 liters p/d. for
prompting sales of company product the study customer perception is
inevitable or compulsory. Marketing manager should take decisions
regarding brand, discount packing, commission, advertising policy, gifts,
free samples etc., by studying customer’s behavior. Available at a store
nearest to you- be it your local kirana store, the largest supermarkets in the
city or their very own exclusive milk shops…Is it any wonder that Mother
Dairy today enjoys almost 75% of the market share for branded milk in
Delhi and more importantly that special place.

MILK AND MILK PRODUCTS

To clay APDCF offers the widest spectrum of milk products in India, under the
brand name 'VIJAYA'. These include Ghee, Butter, Processed Cheddar, Chese
and Cheese spread, UHT Milk, flavoured milk, Slim Milk in Tetra packets,
Sterilized Cream, Skim milk powder, Dairy whitener, cooking butter and ice
Cream. Sever among these carry the Agmark, an attestation of quality by
Government of India and the ISI mark of Bureau of India standards. The brand
"VIJAYA" denotes quality & quality, which makes it a trusted name in millions of
house hold across the country.

In addition, APDDCF also manufactures products such as sterilize favour

milk, paneer, Doodh peda and Dairy parlours and a chain of retailers spread
across Andhra Pradesh.

17
ORGANIZATIONAL STRUCTURE

With a strong desire to develop the Dairy Industry in the state, involving the
milk procedures in organizing the procurement, production, processing and
marketing of the milk produced in rural 8reas. For this purpose, the Government
of Andhra Pradesh has taken a decision to convert the Andhra Pradesh Dairy
Development Corporation Limited into Andhra Pradesh Dairy Co-operative
Federation Limited (APDDCF Ltd) on 31h September, 1981. For the
administrative convenience of APDDC its organization structure formed into milk
sheds in 25 Districts of Andhra Pradesh. Each milk shed is under the charge of a
Joint Director or a Deputy Director.

18
State level Apex Body APDDCF
District level Milk Unions Ten Unions
Village Milk Producers co-op 9228
Level societies Societies

TABLE – 1

Three-tier Dairy Co-operative structure

In Andhra Pradesh the Co-operative sector is having 3 tiers. It is having
Societies, Union and federations. They are

• At Village level, milk producers Co-operative Societies.

• At District level, milk producers Co-operative Unions.
• At State level, Co-operative milk producers federation.

Out of 23 Districts of Andhra Prade'3h, Operating Flood-II Programme is

being conducted in 16 Districts. The 7 Districts, which are not covered under
this Programme, are Adilabad, Karimnagar, Warangal, Khammam,
Mahboobnagar, Nellore and Ananthapur. This Programme cannot be
adopted in these Districts because their daily procurement is less than
20,000 liters per day.

Today, Dairy Industry in Andhra Pradesh has appeared as a powerful

instrument of socio-economic change. There are 63 Dairy units in different
parts of the state including 48 milk chilling centers, 9 District Dairies and 6
milk product factories. About 6,400 Villages Co-operative Societies are
procuring milk from 11,900 villages among 286 routes. It is estimated that 5
lakh milk producing families and 24lakh milk Consumers are benefited by the
activities of the A.PDDCF. The Dairy Industries concentrating on increasing
the procurement was 636 lakh liters. It is increase to 2,525lakh liters in the
year 1985-1986 and it has increased enormously in 1992-1993, to the effort
of 8,000 lakh liters per day.

19
Marketing Mix:

Combination of 4 P’s. They are:

1. Products ;
2. Price ;
3. Place (Distribution); and
4. Promotion.

20
Product:

Ingredients of the product package, Brand, Quality and Product line.

A.P. Dairy is producing several different products from the milk. Those

are Ghee, buttermilk, processed cheddar cheese and cheese spread, UHT (Ultra

high temperature), and Flavored Milk (Merri Milk) skim milk in tetra packs

sterilized cream, skim milk powder, dairy whitener, cooking butter and cream.

Flavored milk, toned milk, buttermilk were marketed through a network at

Vijaya Diary parlors and chain of retailer. All these products are marketed with

the brand name of “VIJAYA”. Several among carry “AGMARK’, it is like ISI an

attestation of quality by Government of India Vijaya brands is enjoying with band

loyalty and brand image mainly as formers milk in all over the country. VIJAYA

brand is also a synonymous for quality and originality.

But, in warangal diary other than the milk the bi-products produced are:

1. Butter Milk;
2. Sterilized flavored milk; and
3. Ghee
The milk products are packed in polythene covers with the size of 200ml

and 500 ml and in tetra packs.

Toned milk with tetra packets.

Sterilized flavored milk in bottles.

Ghee in polythene covers.

21
PRODUCT LINE OF MILK

Product Size Price in Rs. Fat SNF

Diet milk 500 ml 5.00 0.3% 8.7%
Toned milk 500 ml 6.50 3.0% 8.5%
200 ml 2.75 3.0% 8.5%
Pure milk 500 ml 7.75 5.5% 8.5%

Price: The price differs from different types of products;

Price Size Price in Rs.
Diet Milk 500 ml 5.0
Toned milk 500 ml 6.50
200 ml 2.75
Pure Milk 500 ml 7.75
Extra fresh standardized milk 500 ml 11.00
HT processed standard 1000 ml (1litre) 24.00
200 ml 6.00
Suprabatham milk 500 ml 10.00
Suprabatham style 500 ml 9.50
Flavoured milk 200 ml 8.00
Butter milk 200 ml 3.00
Doodh peda 20 gm 3.00
Ghee 200 gm 30.00
500 gm 70.00
Loose Ghee 1 kg 140.00

Price of Vijaya Branded products are very reasonable, affordable, and

competitive compared to the competitors like Jersy, Divya and Ravila.

22
Place (Distribution):

Distribution is playing crucial role in consumer goods to reach the

consumer timely.

Distribution of products by Warangal diary is through different vehicles.

The vehicles used by the dairy are:

1. 10 – Vans
2. 4 – Jeep and
3. 12 – Autos
Distribution of milk varies for different areas.

Warangal - 5000 Litres

Mulug - 1200 Litres

Thoorur - 5720 Liters

VIJAYA branded products are marked through agents, Vijaya dairy parlors
and recently on 4th July, 2001, “SWASHAKTHI VIJAYA DEEPIKA” a project
launched firstly in Warangal by APDDCF Limited. The management has given
agencies to DWAKRA group with the help of DRDA (District Rural Development
Authority).

Vijaya distribution is through single member channel. Now firm has

introduced cold chain system, which means that firm will provide refrigerator or
cooler for the agents with minimum credit facilities. This is to provide the product
round the clock to the consumers.

The firm is giving one rupee commission to Agents and DWAKRA groups.

23
Promotion:

Promotion is a mix of advertising, sales promotion, publicity and public relations.

Warangal dairy is advertising mainly through wall paintings and the

banners. In countrywide these products are promoted with a celebrity of Heavy

weight lifter of India Mrs. Karanam Malleshwari.

These products are also marketed through the DWACRA groups for the

purpose to meet the social responsibility of the organisation to create, and

maintain corporate image and product image through which it meet the object of

publicity, public relations and sales promotion schemes.

24
 CHAPTER – III

THEORETICAL ASPECTS

SALES AND DISTRIBUTION:

The sales and distribution consists of channels of distribution it means the

production process to end user i.e., customer. The marketing channels are as
follows:-

NATURE OF MARKETING CHANNELS

A channel facilitates the transfer of ownership and the physical exchange of

products and services. This is the most strategic area of a business and
determines its success or failure. The diverse and complex nature of a variety of
marketing channels ranges from a simple channel linking producer directly to the
customer, to a complex one where there are several layers of distributors linking
the producer to the end customer. This diversity in the nature of marketing
channels makes it all the more difficult to explain the challenges faced by
marketers in developing a marketing channel. Business managers need to plan
carefully before actually setting up a suitable channel for company products.
Once established, these channels should be adjusted often according to the
needs of the customers. Thus, marketing channels are of a dynamic nature as
managers constantly seek to improve or make them better and thereby leverage
them as a competitive advantage.

ROLE OF MARKETING CHANNELS

Channel roles are the sets of activities or behaviors assigned to each

intermediary in a channel system. It is very important to understand the roles of
the marketing channel. The first and foremost role of a marketing channel is to fill
the gaps between the production and consumption process. These gaps are
categorized as time gaps, space gaps, quantity gaps and variety gaps. Time
gaps arise because there is a considerable time difference between the
production and consumption of goods. For example, the toothpaste that we use
today must have been prepared at least a month earlier. Manufacturers, in their

25
production process, follow schedules that ensure continuity of production and
help them improve their production efficiency. Space gaps occur when
production takes place at one or a relatively small number of locations. Since the
place of production need not be close to the final consumers, it results in space
gaps. Quantity gaps occur because manufacturers produce products in much
larger quantities than the individual customer would purchase. This gives rise to
the need for breaking down these large quantities into smaller quantities in order
to match the needs of individual customers. Finally, variety gaps occur because
consumers desire a greater variety of products than a manufacturer can produce.
It is important for the producers to match the needs of the customers to the
extent possible by offering a variety of products.

The smooth flow of products from the producer to the end-user takes
place with the help of intermediaries, who bridge the gaps discussed above.
Marketing channels as intermediaries reduce the amount of time and expenditure
of the manufacturer by reducing the number of contact points between the point
of production and the point of consumption. These intermediaries also help
marketers aggregate the narrow product ranges of several producers producing
a wide range of product assortments. Middlemen help the manufacturers by
apprising them of the customer requirements from time to time. They also help in
promoting the products through efficient product displays and other techniques
like discounts, promotional schemes and so on.

Channel Flow
The primary task of marketing channels is to move the goods from the producer
to the end user. In the process, the channels help close the gaps such as those
of time, space, quantity and variety. In order to close the gaps that arise between
producers and customers, those representing marketing channels perform a
number of tasks such as:

26
Possession: The flow of goods physically from the producer to the final
consumer takes place with the help of intermediaries, like transporters. The
possession of goods thus gets transferred from the producers to the final
customers.

Ownership: The flow of ownership or transfer of the title of the goods takes
place on physical receipt of the goods from one channel member to another. The
flow of title normally takes place in the same direction as that of the physical flow
of goods.

Financial flow: The financial flow involves the payment process wherein the
customers pay for the goods or services they have received from the channel
members. Financial flow is usually in the opposite direction of the ownership and
physical flow of goods. The payment process may involve financial institutions
like banks, and the mode of payment may be either cash or credit.

Information flow: The flow of information from the channel to the customers is
essential in order to create awareness among them about the availability of the
products. The flow of information can help in obtaining customer orders, producer
promotions, and so on. The information may also flow in the form of customer
complaints from the customers to the producers.

Risk flow: Risks may flow from one channel member to another in the form of
product perishability, fluctuating demand patterns, price fluctuations, risks
generated by faulty products, and so on.

Negotiation: Negotiation is the process of reaching an agreement on the price

and other conditions (such as financing, features, and so on) for facilitating easier
transfer of ownership and possession of goods.

27
FUNCTIONS OF MARKETING CHANNELS

The functions of marketing channels can be understood better by analyzing the

five functions of the marketing channels – facilitating the exchange process,
alleviating discrepancies, standardizing transactions, matching buyers and
sellers, and providing customer service.

Facilitating the Exchange Process

The most important function of a marketing channel is to facilitate the exchange
process between a firm and an individual. The exchange process is the
mechanism that connects the channel members and allows them to combine
their resources and assess the market risks to achieve the common goals of the
channel. Since marketing is a process of exchange between the buyer and the
seller, channel members are considered as exchange facilitators.

DESIGNING DISTRIBUTION CHANNELS

A design is a pattern or an arrangement or a structure of parts. Designing of the
distribution channels deals with the decisions that are associated with forming a
new distribution channel or modifying an existing one. A properly designed
distribution channel will help a company leverage a sustainable competitive
advantage. A sustainable competitive advantage is a long term advantage for
marketers and cannot be easily copied by competitors.

Evaluation of Distribution Environment

The evaluation of the distribution channels is a very important aspect. The

evaluation process consists of analyzing, forecasting and observing the external
factors that may influence the channel environment. Observing the market
changes that take place helps marketers manage the uncertainty associated with
the market in a better way. Decisions regarding the channel structure extend to
almost the entire length of the channel. Therefore, channel members must
closely coordinate with each other in order to serve the changing needs of the
customers effectively.

28
Dual distribution

In dual distribution, a manufacturer distributes his products through more than

one marketing channel. Manufacturers resort to dual distribution to cater to the
customers’ perceived differences about the product. However, this gives rise to
an ethical issue by resulting in a loss of market for the channel members if
different channel members target the same segment of the market. However,
marketers need to ensure that the prices of products offered by one of the
channels they own are not different from those offered by other independent
retailers.

Objectives of Marketing Logistics

Effective logistics management is vital for timely delivery of goods to

consumers. A product/service that is not delivered to the consumer on time,
leads to customer dissatisfaction. Hence, an efficient logistics system must be
customer driven. The following are some of the important objectives of a
logistics management:-

• Delivering Customer Service

• Reducing Total Distribution Costs

• Reducing Cycle Time

Delivering Customer Service:

Effective logistics management helps an organization meet its customer

expectations on time with maximum accuracy and without damage to the
products being delivered.

Customer service can be enhanced by keeping in mind the three aspects given
below–

• Customers must be given more importance than the goods and services that
have to be delivered.

• Products and services are of significance to the customers only when they
are available to them exactly when customers need them.

29
• Organizations should focus more on profitability than on sales volumes. The
number of transactions is a better measure of profitability than the volume of
sales.

MARKETING ORGANIZATION

Marketing has undergone immense transformation from its earlier days to the
present. Earlier, marketers only focused on the sales function and were always
contemplating how to improve the sales of the company’s products or services.
But now, sales comprise only a part of the marketing activity. Many complex
decisions regarding sales, advertising, public relations, sales promotional
activities, customer relationship management, brand management, product
management, marketing research and a host of other activities have been
integrated into the present day marketing department. Moreover, marketing is
no longer being viewed as a separate function. Every department in the
organization is linked to the marketing department and to marketing efforts in
some way or the other.

Evolution of Marketing Department

There are about five stages that describe the evolution of the marketing
department over the years. Let us study each of these stages individually.

Simple sales department

This department is normally headed by a sales manager or by a sales vice

president. His functions are to manage the sales team and improve the sales of
the organization. Whenever a company plans to undertake advertising or
promotional activities, or when it needs market research to be carried out, these
activities are also handled by the sales manager.

Sales department with auxiliary marketing functions

A sales department with auxiliary marketing functions is particularly important

when an organization is expanding its activities. For instance, if a firm is
planning to introduce a new product in the market, it needs to conduct market
research. Subsequently, it has to advertise its product and design effective

30
promotional campaigns. A sales department may perhaps have to employ
additional marketing personnel to perform these marketing functions.

An individual marketing department

When the marketing activities of a firm increase to a stage where it is no longer

viable for the firm to assign these activities to the sales department, a separate
marketing department is established. The marketing efforts of a firm include
market research, brand management, product management, etc. It was found
that usually, a sales manager could not allocate sufficient resources and time to
the marketing activities in his department. Therefore, organizations began to
feel that only a separate marketing department would serve the purpose. Such
a separation of the functions gives the top management an overall perspective
of both the departments. Generally, the sales department works with a short-
term perspective and aims at increasing the sales, while the marketing
department aims at improving the company’s performance in the long run.
Moreover, the marketing manager tries to improve the image of the company in
the eyes of the customers by focusing on building customer loyalty, rather than
immediate sales.

Marketing department

The marketing and the sales department are expected to work in coordination
to achieve organizational objectives. But there is a general mistrust and lack of
confidence between these two departments about each other. This is largely
evident from the functions they perform. For instance, the sales team always
looks to improve the sales and thus improve the profitability of the firm in the
short run, whereas the marketing department always looks at the long-term
objectives. The marketing department relies on market research for its decision-
making while the salespeople depend upon their experience gained over the
years. In order to overcome this lack of trust between these two departments,
the top management might bring the sales department under the purview of the
marketing department. This forms the basis of the modern marketing
department where the sales manager works under the marketing manager.

31
Marketing
Marketing is a societal process by individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and
services of value with others. For a managerial definition marketing has often
been described as the art of selling products but people are surprised when
they hear that the most important part of marketing is not selling it is only the
trip of marketing.

Marketing mix:

Marketing mix is the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market. Mc. Carthy classified these tools in to
four broad groups that they called four Ps of marketing; products, price,
place, promotion, marketing mix decisions must be made for influencing the
trade channels as well as the final consumers. The four Ps represent the
seller's view of the. Marketing tools available for influencing buyers. From a
buyer's point of view, each marketing tool is designed to delivers a customer
benefit. Robert waterborne suggested that the sellers four Ps correspond to the
Customers four Cs.

Four Ps Four Cs

• Product Customer solution

• Price Customer cost
• Place Convenience
• Promotion Communication

32
MARKET DECISIONS

The different market decisions that are to be taken in the wholesaling process
pertain to the target market, price, promotion, and place decisions.

Target Market

Over the years, many wholesalers have stopped acting as mere distribution
points and have started responding proactively to the market needs.
Wholesalers have started identifying and targeting the most profitable market
segments. Some wholesalers have changed their focus from traditional buyers
to new ones. For instance, electrical wholesalers in the US have started
directing their sales efforts towards commercial and industrial markets, in
addition to their existing market of electrical contractors. Wholesalers have also
started focusing on the emerging institutional markets, including airlines, hotels,
schools, restaurants, hospitals, and so on. The selection of type of products and
the product lines is based on the demand for the products in the market.
Wholesalers also analyze the costs involved in entering new markets, when
compared to satisfying the new requirements of existing markets.

All the business transactions that take place with the intermediaries are called
wholesale transactions. Classification of wholesalers and retailers is done on
the basis of who the purchasers are and not on the amount of purchase that
has been made. A simple method of classifying is, if more than 50 percent of
the total sales are made to other intermediaries, then the seller is termed as a
wholesaler, and if more than 50 percent of the sales are made to the final
customers, then the intermediary is called a retailer. Normally, there are two
types of wholesalers, merchant wholesalers and functional wholesalers. The
different market decisions that are to be taken in the wholesaling process
pertain to the target market, price, promotion, and place decisions.

33
Reducing Total Distribution Costs:

Cycle time can be defined as the time taken to receive the customer order,
process it and deliver it to the customer.

This includes, receiving raw materials, manufacturing the product

according to customer specifications and finally delivering the product to the
customer at the right place and at the right time.

Cycle time also includes the time taken by the vendor to replenish the
stock on time so that it meets the customer demand. Reducing cycle time will
help organizations significantly reduce the inventory holding costs.

Just-in-time

The Japanese developed a time-based logistics management system known as

just-in-time. It is based on the process of systematically controlling the supplies
as well as production system of the organization. The concept of just-in-time
implies that raw materials are delivered in required quantities to the production
plant as and when they are needed without any delay. Just-in-time process
focuses on the reduction or elimination of inventory in the plant.

Transportation

Transportation is the process of moving the goods from one physical location to
another. As competition has intensified over the years, and companies are
expanding their operations globally, transportation has become a vital function
in the logistics process of an organization.

34
 CHAPTER – IV

DATA ANALYSIS

Data Processing begins with the editing of the Data and coding process,
tabulation and drawing statistical inferences. Editing involves inspecting the
data collection forms for omission, legibility and consistency in classification.
Analyses represent the application of logic to the understanding of the data
collected about the subject. In its simplest forms, analysis may be
determination of consistent patterns & summarizing of appropriate details.

The appropriate analytical tool chosen would depend on informational

requirement; of the problem, characteristics of the research designs & the
nature of the data gathered.

Formulating conclusion, preparing & presenting the report:

The final stage the research process is that of the interpreting the
information and drawing conclusions for use in managerial decisions. The
research finding and need not necessarily include complicated statements
about technical aspects of the study & research methods.

The researchers are required to make both the oral and written
presentation. Since each project is different, the presentation of each
required originality. However the better the earlier steps in the research
process have been executed, the more likely is it that a good presentation
would result.

35
 DATA ANALYSIS

In this chapter an attempt is made to evaluate the performance of the

Warangal Dairy from the image & Sales and distribution. This study is in
intended to find out the sources of information, impact of advertising media
and to analyze the competitors of "Vijaya Brand Milk". A study is also made to
analyze the attitude and to make to services provided by the Warangal Dairy.

The data analysis can be made in the following process:-

a) Major Brands
b) Sales of Milk per day
c) Methods of sourcing
d) Regular Customer visiting retailers.
e) Facility of Home Delivery.
f) Brands Wise Sales per Day.
g) Perception Regarding Vijaya.
h) Promptly delivery of Vijaya Milk without any delay.
i) Defects in Vijaya Milk Delivery
j) Necessary of Advertisement.
k) Media Effective for Advertising.
l) Brand Preference.
m) Retailers Opinion Chart.

36
 Table – 1: Major Brands

Brands No.of Respondents Percentage

Vijaya 30 25

Mulkanoor 33 27.5

Nagarjuna 09 7.5

Thirumala 22 18.4

Vyshnavi 18 15

Others 08 6.6

Total 120 100

Figure - 1: Major Brands

30
25
20
15
10
5
0
Vijaya Mulkanoor Nagarjuna Thirumala vyshanavi others

Major Brands

INTERPRETATION

From the survey conducted to know the brands retailers dealing

with, it was found that they are selling different brands to satisfied the
consumers.

37
 Table – 2. Sales of Milk Per Day

Sales of milk in ltrs/day No.of Respondents Percentage

1-20 32 27

21-50 44 37

51-100 12 10

101-200 20 16

Above -200 12 10

Total 120 100

Figure - 2: SALES OF MILK PER DAY.

40

30

20

10

0
21-50 51-100 101-200 ABOVE
-200

SALES/DAY

INTERPRETATION:- The above table shows that sale of milk in ltr /day. It
was found 27% of respondents felt that it is between (1-20), 37% is between

38
(21-50), 10% is between (51-100), 16% is between (101-200), and above
200 respectively.

It was observed that the milk being sold from kiranam shop, bakery, pan
shop. The average sale of particular outlet ranges from 30-40 ltr a day. and
most the sales it seen at grocery shops.

39
 Table - 3 Methods of Sourcing
Sources No.of Respondents Percentage

Manufacture 20 16

Agents 85 71

others 15 13

Total 120 100

Figure - 3: Methods of Sourcing

80

60

40

20

0
m anufacture agents others

Sources

INTERPRETATION

From the survey conducted on the retailers for knowing the details
regarding sourcing of the milk it is found that 16% of the respondent
felt that the source is through manufacturer, 71% through agents, 13%
through others.

As there is no time to the retailers to purchase direct milk from the

manufacture so it sources is low. As the agents are supplying in the tri-
cities the ratio is high and the direct sourcing of milk from manufacture
is to government hostels and villages.

40
 Table - 4 Regular Customer Visiting Retailers

NO.OF No.of Percentage

CUSTOMERS VISITING Respondents

1-20 60 50

20-30 26 22

30-40 19 15

40-50 15 13

Total 120 100

Figure - 4: Regular Customer Visiting Retailers

60
50
40
30
20
10
0
1 20-30 30-40 40-50

INTERPRETATION

The survey conducted on the retailers to know the number of

customers visiting per day it was found 50% of respondents felt that it
is between 10-20, 22% are between 20-30, 15% are between 30-40,
and 13% are between 40-50.

41
 Table - 5 FACILITY OF HOME DELIVERY

Opinion No. of respondents Percentage

Yes 22 18

No 98 82

Total 120 100

Figure - 5: FACILITY OF HOME DELIVERY

yes no

Interpretation:-

From the above table shows the percentage of respondents making

home delivery, it is found that 82% respondents no and 18% yes.

Vijaya dairy milks to improve home delivery of milk to increase it sale

and satisfy the customers.

42
Table - 6 Brand Wise Sale Per Day

Ltrs /Day Percentage

Brand Name
Vijaya 5000 24

Mulkanoor 6200 28

Nagarjuna 1500 07

Thirumala 4000 19

Vyshanavi 3500 16

Others 1300 06

Total 120 100

Figure - 6: Brand Wise Sale Per Day

Brand
30

25

20

15

10

0
Vijaya Mulkanoor Nagarjuna Thirumala Vyshanavi others

INTERPRETATION

From the survey conducted on retailers to know the brand wise sales
Vijaya has 24% of sales, Mulkanoor 28%, Nagarjuna 07%, thirumala
19%, Vyshanavi 16%, and others 6%.

43
 It is found that the highest sale comes from Mulkanoor and next
followed by Vijaya at 2nd position.

Table - 7 Perception Regarding Vijaya.

Perception Response Percentage

Excellent 26 22
Good 57 47
Average 26 22
Poor 11 09

Total 120 100

Figure - 7: Perception Regarding Vijaya.

50
40
30
20
10
0
ge
d

or
nt

oo

Po
lle

ra
G
ce

ve
Ex

INTERPRETATION

According to the table –7 and the graphical statement – 7, the data

regarding respondents which reveals positive perception regarding
Vijaya is good around 47%, excellent and average 22%, poor 9%. So
that the perception regarding Vijaya brand is good.

44
 Table – 8. Prompt delivery of Vijaya Milk without any
delay.
Opinion No. of Respondents Percentage

Yes 71 59

No 49 41

Total 120 100

Figure – 8 Prompt delivery of Vijaya Milk without any delay.

60
50
40
30
20
10
0
yes no

opinion

INTERPRETATION
From the above table we come to know that 59% of people says yes and so
Vijaya has its prompt delivery without delay. And 41% says no it has the problem in
prompt delivery.

45
 Table - 9 Defects in Vijaya milk delivery.

Attributes No.of Respondents Percentage

Packaging 31 26
Difffer in Quality 47 39
Quantity 02 02
None 40 33

Total 120 100

Figure – 9: Defects in Vijaya milk delivery.

50
40
30
20
10
0
y
ity

ne
g

tit
in

al

no
an
ag

qu

qu
ck
pa

INTERPRETATION
From above table we can. Say that Vijaya as defects in packaging
with 26% defect in quality 39% defect in quantity 2% and none 33%.

Vijaya milk has to improve its packaging and quality.

46
 Table 10. Necessary of Advertisement
Opinion No.of respondents %

Yes 92 77

No 28 23

Total 120 100

Figure – 10: Necessary of Advertisement

NO 23

YES 77

INTERPRETATION
From above Figure we can find that there is a necessary of
advertisement 77% and no 23% to improve the sales.

Table 11: Media Effective for Advertisement

47
 Media No.of Respondents Percentage

T.V 17 14

Newspaper 20 17

Pamphlets 28 23

Wall painting 56 46

Total 120 100

Figure – 11: Media Effective for Advertisement

50
40

30
20

10
0
T.V newspaper Pamphlets Wall Painting

media

INTERPRETATION:

From the - above table and graph we can found that wall painting as the
highest rate of 46% then pamphlets 23%, news papers 17% and T.V. 14%.

It is better to have wall paintings only. Its low budget and effective people
remember for long time.

Table - 12 Retailers opinion Chart

48
 Brands No.of Respondents Percentage

Vijaya 31 26

Mulkanoor 38 32

Nagarjuna 12 10

Thirumala 08 06

Vyshnavi 18 15

Others 13 11

Total 120 100

Figure – 12: Retailers opinion Chart

Brand
35
30
25
20
15
10
5
0
Vijaya Mulkanoor Nagarjuna Thirumala Vyshanavi others

INTERPRETATION
From the above picture we can able to know that the opinion of retailers says
32% mulkanoor, 26% to Vijaya, 10% to nagarjuna, 06% to thirmala, 15% to
vyshanavi and 11% are others ( reliance, priya, amul, Nestle)

Table - 13 Increase in sales.

opinion No. of respondents Percentage

Yes 52 43

No 68 57

49
 Total 120 100

Figure - 13: Increase in sales.

Yes No

INTERPRETATION
From the above information we can say that the sales can be
increased yes 52% and No is 68%.

CHAPTER – V

CONCLUSION & SUGGESTIONS

CONCLUSION:-

1. According to survey the most of respondents prefer to use one

50
 liter milk daily.

2. From the survey it was found that about 40% of respondents are
using packet milk.

3. Survey shows that most of the Consumers (50%) prefer to use the
milk for the purpose of making tea.

4. According to survey, it was found that Vijaya brand milk stands

first in supplying the milk followed by Jersey.

5. Survey shows that most of consumers are aware of Vijaya brand

by milk booths.

6. From the survey, it was found that advertisement plays an

important role in promoting the milk.

7. According to the survey it was found that consumers are giving

preference to quality and availability.

8. From the survey we can conclude that most of the consumers do

not want switch over to other products.

9. Consumers rated Vijaya brand is the best brand in the quality

compared to other branded milk products.

10. According to survey most of the respondents expressed there

opinion that they are not facing any problems while using the Vijaya
brand.

51
 SUGGESTIONS

1. The Dairy has to maintain existing quality because all consumers are
highly satisfied the quality of Vijaya.
2. The company has to use thick packing covers to avoid leakages.
3. The company has to design variety type of packing covers to attract
the customers.
4. The company has to improve the service by providing 24 hours Milk
booths of Vijaya brand Milk.
5. The company has to introduce 1 ½ Liter and 2 Liter packs to attract
huge family consumers.
6. The company has to introduce tetra packs.
7. The company has to reduce the price to attract all type of
consumers.
8. Brand awareness is to be promoted by APDDCF.LTD .in order to
keep the existing customers intact and attraction of new customers
towards Vijaya brand.
9. The company has to offer some additional quantity of milk in
festival days to attract more number of customers.
10. The company has to sponsor some educational programmes in
the popular TV channel.
11. Attractive billboard hoardings should be placed in main comers of
the Tri City.
12. The company has to establish more number of milk booths in
main corners of the cities in order to improve the sales.

52
 APPENDIX:-

QUESTIONNAIRE
NAME:

AREA:

1. Brands dealing with:

a)_________________ b)________________ c)______________ d)___________

2. Details of souring.

a)Direct from manufacture b) Through distributor

c)Through agent d) other sources

3. How many Ltrs do you sell per day?

a) 1-20 b) 21-50 c) 51-100 d) 100 above

4. How many regular customers come to the shop for milk per day?

a)10-20 b)20-30 c)30-40 d)40-50

5. Do the regular customer ask for the door to door services?

a) Yes b) No

6. Which brand did customer suggest?

__________________dairy milk.

7. Is there increase in number of customer?

a) Yes b) No

8. Brand wise sale in Ltrs/day.

Brand Name Vijaya Mulkanoor Nagarjuna Thirumala Vyshnavi Others

½ Lt.
200 ml.

53
9. What is your perception regarding Vijaya Milk?

a) Excellent b) Good c) Average d) Poor

10. Do you find any defects in VIJAYA milk at delivery?

a) Packaging b) Differ in quality c) Quantity d) None

11. Do you receive VIJAYA milk promptly at without delay?

a) Yes b) No

12. Which media do you feel effective or advertisement?

a) T.V. b) News Papers c) Pamphlets d) Wall paintings

13. Do you think people are branded conscious before making a purchase?

a) Yes b) No

14. According to you which brand has highest sales:__________________

15. Do you have any festival high – end sales?

a) Ramazan b) Dassera c) Chiristmas d)Muharram

16. Why do you sell different brands of milk products?

a) Taste b) Quality c) agents & distributor.

17. If VIJAYA offers you sell it’s other products, you choose?

a) Ice-cream b) Ghee c) Buttermilk d) None

18. Any comments / suggestions.

___________________________________________________________________
_________________________________________________________________

Thank you.

54
 BIBILOGRAPHY

1) Company profile:-

Website:-

2) Theoretical Aspects:-

Marketing Management – V.S.RAMASWAMY & S. NAMAKUMARI

(Planning, Implementation & Control).

Philip Kotler: Marketing Management – Analysis, Planning,

Implementation and ontrolling.

Pran choudhary & Elliot. R & ALAN TOOP: Successful Sales Promotion
– Orient Longman, New Delhi,

WWW.APDAIRY.COM

55