A PROJECT REPORT ON TO STUDY OF EFFECTIVENESS OF SALES PROMOTION ACTIVITIES TOWARDS GOVIND MILK & MILK PRODUCTS AT Govind milk

and milk products pvt.ltd. Phaltan SUBMITTED TO UNIVERSITY OF PUNE In partial fulfillment of the requirement for Award of degree MASTER OF BUSINESS ADMINISTRATION SUBMITED BY Mr. SABALE RAHUL SOPANRAO

RESEARCH INSTITUTE OF HEALTH SCIENCES AND MANAGEMENT, PUNE. Session- 2009-11 DECLARATION I, Mr. SABALE RAHUL SOPANRAO hereby declare that this project report is the reco rd of authentic work carried out by me during the period from20th May 2010 to 20 th July 2010 and has not been submitted to any other College/University or Institute for the award of any degree / diploma etc.

Date: / 10 /2010 IGN SABALE RAHUL SOPANRAO Roll no:- 28

ACKNOWLEDGEMENT I wish to express my gratitude to my college R.I.H.S.M PUNE TO work with GOVIND MILK AND MILK PRODUCTS I am thankful to Dr. JOSHI SIR, Director of R.I.H.S.M. for his encouragement, ac tive guidance & administrative support in organizing this project.

I am thankful to Professor Dr. KAPDI SIR, Project Guide, for his keen interest, encouragement, active guidance & support for all activities during the project. His support & guidance for successful completion of this project is well appreci ated Special thanks to Managing director Mr. M. Dhumal of Govind Milk and Milk Produc t pvt. Ltd. who gave me the opportunity to do my project in his esteemed company . His support & guidance for successful completion of this project is well appre ciated At the end, I would like to render my sincere thanks to all those are who direct ly or indirectly involved in this project programmed.

Sabale Rahul INDEX SR.NO. 1 2 3 4 5 6 7 8 9 10 11 12 TITLE PAGE NO. EXECUTIVE SUMMARY 5 INTRODUCTION 6 COMPANY PROFILE 12 OBJECTIVES OF THE PROJECT WORK 31 RESEARCH METHODOLOGY 34 DATA ANALYSIS AND INTERPRETATION OF DATA FINDINGS 59 LIMITATIONS 61 SUGGESSTIONS 63 CONCLUSION 65 BIBILIOGRAPHY 67 ANNEXURE 69

41

EXECUTIVE SUMMARY fects mati, ct of about The project report mainly focuses on identifying various factors which af the sale of Govind milk in the market. I was assigned region Phaltan, Bara Satara, Dahiwadi, Lonand to survey and sampling process so as to find effe sales promotion on the sale of Govind milk and also to find out awareness Govind milk among people.

For this I have formulated questionnaire with the help of which I can cle arly evaluate those factors qualitatively and can come to a conclusion. The major finding of the research is that the sale of Govind milk is low du e to the lack of awareness and lack of advertisement by company. I have suggeste d some recommendations to the company which I think would be beneficial to the o rganization to get increase in sale .It can be achieved by coming out with some schemes for customers which could benefit the customer in monetary form. As due to this programme of free sampling causes increase the sale of Govind Milk in Ph altan,Satara,Baramati,Dahiwadi,Lonand region.The organization also focus on mai ntaining quality of milk till it reaches to the customers. For this purpose they can have organized structure of the distributors as they hold milk for the most important phase of milk. The result of sales promotion activity which is follow ed during my summer project is as follows:

INTRODUCTION

INTRODUCTION Marketing:Defining Marketing:Marketing has typically seen as the task of creating, promoting, and del ivering goods and services to consumer and business. Marketing is the art and science of choosing target market and getting, keeping, and growing customers through creating, delivering, and communicating s uperior customer value. The American Marketing Association offers the following definition;Marketing is the process of planning & executing the conception, pricing, promoti on, and distribution of ideas, good and services to create exchange that satisfy individual and organizational goals. Marketing is the system of interacting business activities designed to plan, pri ce, promote, and distribute and satisfying products and services to present and potential consumer. : - W.J Stanton FOUR PS In popular usage, "Marketing" is the promotion of products, especially advertisi ng and branding. Marketing is divided into four general sets of activities popul arly know as the Four Ps. The four Ps are: Product: - The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-users needs and wants. Th e scope of a product generally includes supporting elements such as warranties, guarantees, and support. Pricing: - This refers to the process of setting a price for a product, includin g discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention. Promotion: - This includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the product, b rand, or company. Placement: - refers to how the product gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called Pla ce, referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adult s, families, business people), etc. also referring to how the environment in whi ch the product is sold in can affect sales. PROMOTION Promotion is tool with which public will be informed about the availability of a

particular product or service and the uses of such product. Production decides the increase in demand for a product; promotion will make a prospective buyers t o know about the want, satisfying characteristics of the product, its price plac e of availability. This includes Advertisement, Personal selling, Sales Promotio n and other selling tools which are increase the sale volume. SALES PROMOTION Sales promotions are short term programs that encourage consumers purchase or sa le of a product or service immediately. According to the Institute of sales promotion, Sales Promotion comprises that range of techniques used to attain sales or market ing objectives in a cost effective manner by adding value to a product or servic e either to intermediaries or end users, normally but not exclusively within a d efined time period. Sales Promotions are short term incentives and best suits for generating instant sales. Organizations that are into the retailing and managing it independently are using these to the maximum. According to AdEX India a TAM India subsidiary, sales promotion accounted for 18% of total print advertisement

Sales promotion method according to Indian market: Sales promotion uses three different types of tools. They are consumer promotion tools, trade promotion tools and business promotion tools. Consumer promotion tools: These promotion tools are directly targeted to customer. These tools stimulate a n interest among target customer to purchase the product quickly. Some of the co nsumer promotion tools used in Indian market is listed below. 1. Price promotion: Organization offer price reduction on the product. For example, Rs. 5 off on the purchase of Revive 200g. 2. Contest promotion: Organization requests the customer to purchase the pr oduct to participate in the contest and win the prizes. For example, Britannias Br itannia khao, world cup jao. 3. Multiple promotions: Promotion offer includes more than one promotional offer. For example, Rs. 30 off and a multipurpose jar free on the purchase of 1 liter pack of Halo shampoo. 4. Add on promotion: Promotion offers a free or an add on product. For exam ple, an 8 ml Sunsilk shampoo sachet is free with 75g pears. 5. Exchange promotion: Price of a product is reduced in an exchange of an o ld product. For example, bring your old color TV and take home a Philips LCD TV for 15,000. 6. Combination promotion: Two or more products are offered together at a di scount price or some incentive is given on a combination pack. For example, save Rs. 10 on the combined purchase of Colgate toothpaste and tooth brush. 7. Volume promotion: Allows additional quantity of product free on its purc hase. For example, get 50g extra on purchase of 100g Tide. Trade promotion tools : These promotions are targeted to retailers and wholesalers. The objective of thi s type of promotion is to get the self space, motivate to sell the products and promote brands in the local media. These are various types of trade promotion to ols are used in the market but we are limiting our discussion to two major types . They are discounts and allowances. 1. Discount: Manufacturer offers straight reduction in the list price on ev ery purchase that channel member does in the particular period. 2. Allowances: This is the promotion value provided by the manufacturer to the channel member to advertise the product in the local media or display the pr oduct in the store.

Business promotion tools: The promotion tools used to lead generation, reward customer and motivate salesp eople for business customers. An organization uses conventions and trade shows. For example, machine tool industry organizes Amtex exhibition in different place s of country. Organization also conducts sales contest to its sales executives t o motivate them to sell more.

COMPANY PROFILE

INTRODUCTION Govind Milk and Milk Products Pvt. Ltd. was established in the year 1995 w ith an intention to help the farmers who were suffering at the hands of local ve ndors, situated in Phaltan, district Satara, Maharashtra. Govind Milk in a few y ears has emerged as a renowned and quality conscious brand for milk and milk pro ducts not only in the state of Maharashtra but also in other adjoining states as well. The production facility at Phaltan is a prime milk shed area, resplendent w ith abundant water, fodder and power supply. This feature adds to Govinds in-buil t efficient milk processing systems. At Govind, the best procurement and processing systems are practiced to proc ess milk and produce milk products. A well planned system functions perfectly in tandem with the cattle farmers for fresh milk procurement. There is excellent c onnectivity between the farmers and bulk coolers to transport and store the coll ected milk. The state of the art machinery helps processing the milk and manufacturing m ilk products like ghee, butter, shrikhand, amrakhand, lassi, skimmed milk powder etc. A fully integrated dairy processing unit with the capacity to process 2.5 lac litres, at par with international standards is currently used at our facilities in Phaltan. An efficient front end of dairy unit is supported with an equally robust ba ck end. Well maintained and harmonious relations with the cattle farmers, provid ing them timely veterinary guidance and services and imparting the required know ledge on latest techniques helps to increase the yield. In the recent past dairy has educated farmers on loose housing, calf rearin g, balanced feed production, thereby achieving extraordinary results. Govinds sym biotic association with cattle farmers is reciprocated in every upgrade of techn ology or process benefiting the community at large. The procurement capacity of the existing facility is 2.5 lac litres of mil k of which around 1.9 lac litres of milk is sold in retail form through an estab lished distribution channel. The balance milk is used for production of milk pro

ducts like skimmed milk powder, ghee, butter milk, butter, panner, shrikhand and amrakhand etc Market Development The sale of milk in pouch packing started in the year 1999 with around 20 00 litres/day. The present sale is around 1.9 lac litres per day. This growth is the result of delivering the best quality at a reasonable cost. Govind entered the Karnataka market in September 2009 and in Goa market in March 2010 has seen a steady growth since then. Govinds milk products have also received a good resp onse Importance to organization The project report mainly focuses on identifying various factors which affec ts the sale of Govind milk in the market. I was assigned region Phaltan, Satara, Dahiwadi, Lonand Baramati to survey and sampling process so as to find effect o f sales promotion on the sale of Govind milk and also to find out awareness abou t Govind milk among people. For this I had formulated questionairies with the help of which I can clear ly evaluate those factors qualitatively and can come to a conclusion The major finding of the research is that the sale of Govind milk is high due to the well awareness in local market about Govind Milk but there is lack of advertisement by company. I have suggested some recommendations to the company which we think would be beneficial to the organization to get increase in sale. It can be achieved by coming out with some schemes for customers which could ben efit the customer in monetary form. This program causes increase the sale of Gov ind Milk in Phaltan, Satara, Dahiwadi, Lonand, Baramti region. The organizations also focus on maintaining quality of milk till it reaches to the customers. For this purpose they can have organized structure of the distributors as they hold the milk for the most important phase of milk. COMPONY PROFIL 1.1) LOGO:1.2) SLOGAN:Good Morning to Good Health 1.3) ADDRESS:HEAD OFFICE Govind Milk & Milk Products Pvt. Ltd. Ganeshsheri Pandharpur Road, Kolki Phaltan, Dist. Satara, Phaltan 415 523 Maharashtra India. Tel: (+91) 02166 221302/222538/221548 Fax: (+91) 02166 226025 Email: contact@govindmilk.com BRANCH OFFICES Pune Govind Milk & Milk Products Pvt. Ltd. Shantinagar Co-op. Housing Society, B-1, Shop No. 4, Ram Tekadi, Near Kirloskar Bridge, Hadapsar, Pune 411028 Tel: (020) 26821036 Mumbai Govind Milk & Milk Products Pvt. Ltd. C/o. Igloo Dairy Services, Plot No. 46/5, APMC Yard, Sector-18, Turbhe, Vashi, Navi Mumbai 400705 Tel: (022) 27889612

HISTORY : Govind milk and milk products is established in the year 1996 for the upli ftment of the farmers of Phaltan Taluka in small room of agriculture high school , Phaltan. The company is located in Phaltan Dist. Satara, in Maharashtra state, covering three acres of land in clean surroundings free from pollution. The dai ry plant is located 280 Kms. from Mumbai and 110 kms. From Pune city by the Pune Pandharpur road. The dairy has since grown from a merger milk collection of 240 liters. Now it is a fully integrated dairy with processing capacity of 100000 liters of cow milk per day within a short span of thirteen years. At today the daily milk collectio n is 2, 50,000 lit. Per day. VISION AND MISSION: VISION : To be a leading brand in implementing modern technologies & benchmark practices by the year 2012 Implementation of ISO and HACCP by end of October 2010 Extending sale of our products across India by 2011 To enhance living standards of the farmers by encouraging them for dairy farming by partnering with them on various fronts To implement best dairy farm management systems by adopting loose housing barns method thus ensuring healthy animals resulting in lowering of production cost an d increase in productivity To implement the best feeding systems for animals through a. Promoting fodder as a high value crop b. Contract fodder production c. Balance nutrition according to the type of fodder d. Silage-Preservation of the green fodder available throughout the year e. Promoting contract veterinary services giving major attention on prevention r ather than cure. MISSION: We will endeavor to improve living standards of Indian cattle farmers, by reduci ng the cost of production through efficient use of technologies and systems. We will provide premium quality products at a reasonable price to end Customer. ORGANISATION CHART:Table no 1.02 SR.No. NAME OF 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Name of Head of different Departments DEPARTMENT HEAD OF DEPATMENT Chairman Mr. Sanjeevraje Naik Nimbalkar Managing Director Mr. G .M. Dhumal Vice President Mr. S. S. Patil General Manager Mr. R. S. Bhosale Account Mr. Dani Human Resource Mr. More & Mr. Gurav Production Mr.D M Shinde Process Mr. A Jadhav Procurement Mr. B Hiparkar Quality Control Mr. Ajit Atole Dispatch Mr. Nimbalkar Storage Mr. Pise Maintenance Mr. C.B. Patil And MR. Shende Purchase Mr. Jamble Packing Mr. Rajendra Londe

16. 17.

Marketing Security

Mr. Karkhanis Mr. Popat Gaikwad

PRODUCTS CATALOGUE: GOVIND MILK & MILK PRODUCTS PVT.LTD. Started manufacturing by-product s in the year 2000. First by-product produce is shrikhand. All products of the c ompany have high quality graded with good taste, so there is high demand for pro ducts in market. For promoting Products Company use the policy high quality with competitive price. The Company is involved in the business of milk processing. The raw mil k is collected from the villages covering the area of 50 Kms. The milk processin g unit is well equipped with pasteuriser and homogeniser. The pasteurised and ho mogenized milk pouch filled and sent in the markets of Pune, Satara and Mumbai c ity. Also the part of the milk is sent in bulk quantity to Mumbai, Kolhapur, Goa and Karnataka directly and through various trading agencies. Govind dairy ensures the quality standards. The technology is absolut ely with most of the equipment sourced from the best in the dairy industry. We h ave highly qualified technical staff that maintains the quality and hygiene of m ilk and milk products. The advanced machinery is purchased from Alfa Laval, APV Gavlin, and Nichrome & Kirloskar, which are well known international companies. The products produced include butter, ghee, dairy whitener, SMP, shrik hand, amrakhand, lassi, basundi, paneer etc. Our team of Veterinarians is working on clean milk production. In exten sion work they will give the complete knowledge to farmers about health of the a nimal feeding, housing and management, artificial insemination. Vaccination and FMD in September and May-June is carried out. Farmers visits to other dairy farm s to get technical information.Free camps of Animal health and treatment. Full d emonstration of management and medicines. Regular center checking for prevention of adulterations of milk. PRODUCTS:Milk is a complete food. The most primary source of nutrition from babies to the elders, milk contains Saturated Fat, Protein, Calcium and Vitamin C. For millennia, cow s milk has been processed into dairy products such as cream, but ter, yogurt, lassi, ice-cream, and especially the more durable and easily transp ortable product, cheese. Industrial science has brought us casein, whey protein, lactose, condensed milk, powdered milk, and many other food-additives and indus trial products. India is the largest producer and consumer of cattle s milk in the world. Table no- 1.03 Different packaging size of milk Packing Specification 200 ml 500 ml 1 lt. Butter is a dairy product made by churning fresh or fermented cream or milk. It is generally used as a spread and/or a condiment, as well as in cooking applicat ions such as baking, sauce making, and frying. Butter consists of butterfat, wat er and milk proteins, salt and flavorings. Butter is an emulsion which remains solid when refrigerated, but softens to a spreadable consistency at room temperature, and melts to a thin liquid consiste ncy at 3035 C. Table no- 1.04 Different packaging size of Butter. Packing Specification 100 gm 200 gm Ghee is pure, clarified fat derived solely from milk or from desi butter or from cream to which no colouring matter is added. Ghee contains a minimum of 99.7% f at and not more than 0.3 % moistures. Govind Ghee is made from pure cow milk i.e . cow milk without adulteration and is easily digest able. The colour of ghee is

golden yellow due to the carotene pigment present in cows milk. Granulation of g hee is due to melting content of glycerides of higher melting saturated fatty ac ids, especially Palmitic & Stearic. Govind Ghee is famous for its taste and flavor and is made from cows milk maintai ning its natural aroma & flavour. It is also rich in natural vitamins & antioxid ants available in milk fat. It provides good health to you & your family. Ayurveda- the ancient Indian medical science recommends daily consumption of ghee made from cows milk. Table no- 1.05 Different packaging size of Ghee. Packing Specification(poly pack) 200ml 500ml -----Packing Specification(jar) 200ml 500ml 1lt Packing Specification(tin) 15kg ------- -----It is a fermented liquid milk product with a sweet and sour taste. Govinds las si is famous for its taste & thickness. It is the best alternative for aerated dr inks as it is beneficial to our health due to the presence of lactic acid bacter ia in it. It is a very refreshing drink. Table no- 1.06 Different packaging size of Lassi. Packing Specification 200ml Flavored milk is a sweetened dairy drink made with milk, sugar, permitted c olourings and artificial or natural flavorings. Flavored milk is sterilized usin g ultra-high-temperature (UHT) treatment, which gives it a longer shelf-life tha n plain milk. Govinds flavored milk is sold in 200 ml bottles and available in fo llowing flavours Mango Pista Keshar Strawberry Chocolate Coffee Butterscotch Masala Table no- 1.07 Different packaging size of Flavored Milk Packing Specification(bottle) 200ml It is made by evaporation of milk. It contains not more than 1.5% fat. It is a rich source of protein, as it contains 35% milk protein. It is highly re commended for growing children. Govind SMP is made under strict hygienic conditi ons, maintaining all legal requirements. SMP is also used for making various mix es, manufacturing of ice-creams and biscuits. Table no- 1.08 Different packaging size of s.m.p. Packing Specification(Bag) 25 kg ------- ------Packing Specification(Polypack) 100 gm 500 gm 1 kg At Govind, Paneer is prepared by acid coagulation of standardized buffalo milk. It is a type of soft cheese. Its shelf-life is 3 months when stored below -10C. It contains moisture in the range of 50-60 % & fat in the range of 15 25%. It is an unaged, acid-set, non-melting farmer cheese prepared from standardized buffalo milk by heat and acid coagulation of the casein component of milk. In In dia, Paneer is commonly served chopped into cubes in spicy gravy. Govind paneer is famous for its softness and pure white appearance. Table no- 1.09 Different packaging size of Paneer. Packing Specification(Poly Pack) 100 gm 200 gm 500 gm

It is a semi-soft, sweetish sour, whole milk product prepared from lactic fermen ted curd. This is strained through muslin cloth to get Chakka. This Chakka is mixed with some amount of sugar & mango pulp. It contains 5-6% fat. Govinds Amrakhand i s famous for its taste and pure mango color. It is prepared and placed in strict

hygienic conditions. Its shelf life is 3 months, when stored below -10 C. This is a different variety of Shrikhand which is prepared by using Mango Pulp. Table no- 1.10 Different packaging size of Amrakhand. Packing Specification (Cup Pack) 50 gm 100 gm 250 gm Packing Specification (Poly Pack) 250 gm 500 gm ---Shrikhand is a semi-soft, sweetish-sour, whole milk product prepared from lactic fermented curd. The curd i.e. Dahi is partially strained through a muslin cloth t o remove the whey & thus produce a solid mass called Chakka, which is the basic in gredient for shrikhand. It is mixed with required amount of sugar & dry fruits t o yield the shrikhand. Govind shrikhand is famous for its smooth texture & taste as it is made by traditional method. It contains fat in the range of 5-6 %. It is prepared, packed under strict hygienic conditions. Its shelf life is 3 months , when stored below -10C. It is a traditional Maharashtrian sweet which is served during ceremonies and fe stivals accompanied by Puris. It is mostly consumed in Maharashtra, Karnataka, G ujarat and some parts of Madhya Pradesh. Table no- 1.11 Different packaging size of Shrikhand Packing Specification (Cup Pack) 50 gm 100 gm 250 gm Packing Specification (Poly Pack) 250 gm 500 gm ----

It is a fermented liquid milk product containing lactic acid bacteria. It has a tangy taste. Paneer Whey is used in making chass, thus it gives added health benef its through proteins. Mostly it is used in summer to quench thirst. It is a very refreshing drink. Chass can also be used in making Kadhi a traditional Indian Cur ry. Table no- 1.12 Different packaging size of Chaas. Packing Specification (Polypack) 200 ml 500 ml

It is a semi-soft, slightly sour, acid fermentation product of milk. It is made under strict hygienic conditions and always maintains consistency in taste. Dahi is famous for its body texture, smoothness and taste, i.e., aroma. It contains f at in the range of 4-4.5% and its shelf life is 15 days. It is always stored at 0-4 C. It is advisable not to keep Dahi in deep-freeze or else it looses its textur e. Dahi contains bacteria, which helps us to increase our immune system. Table no- 1.13 Different packaging size of Dahi. Packing Specification (Cup Pack) 100 gm 200 gm Packing Specification (Poly Pack) 200 gm

OBJECTIVES OF STUDY

OBJJECTIVES TO STUDY THE EFFECTIVENESS OF SALE PROMOTION ACTIVITIES TOWARDS GOVIND MILK& MILK PRODUCTS PRIMARY OBJECTIVES 1 To study effectiveness of sales promotion activity. 2 To study impact of sales promotion activity. 3 Do Comparative study of actual sales promotion with other competitors. SECONDARY OBJECTIVES 1 To influence the public with the help of promotion of the product. 2 To collect the information of availability of particular product and services. 3 To find out the customer satisfaction levels.

SCOPE OF THE PROJECT 1. To find out market potential. 2. It is useful to identify market share of Govind milk & milk products. 3. It is capable in identifying target market for the product. 4. It helps in finding competitors strength as well as its weaknesses. 5. Sales promotion helps the company to finding it loophole in sale plan. 6. It is helpful to Understand perception of customers. 7. Sales promotion identifies the Upcoming trends in the market. The region covered under our project is as follows: PHALTAN, LONAND, DAHIWADI, S ATARA, and BARAMATI.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY 1. Introduction & Meaning:A study of penetration of Govind milk products in the retail outlets of Satara & Pune Areas. And the factors that influence the stocking decision of retailors of such products. Marketing research methodology requires the application of the system approach to the task of collecting, organizing, analyzing and interpreti ng desired marketing information. INPUT, PROCESS, & OUTPUT. Input is data i.e. f acts and figures and values often qualified. Researchers process the collected d ata. In data processing, we have the operations of editing, classification, and analysis and output are the result of processing. It is in the form of informati on 2.RESEARCH OBJECTVE The object of this research conducted by me is a part of the marketing research programmed of GOVIND MILK AND MILK PRODUCT PVT. LTD and is an attempt to get an idea and analysis about the sale promotional activities and their views. This su rvey is essentially like a mirror which will reflect need of sale promotional ac tivities to increase the sale of company. With the growing need of not only retaining the market share but also increasing the share in the market it is of utmost importance that the companies must poss ess maximum information about their customer as well as of those which are likel y to be their customer in future, their expectations, their demands for quality and services so that the company an make regular improvement in the quality of p roduct and services it is offering for the customers. In order to enhance the sales company will really have to keep in mind that the c ustomer is the king and should be given what he demands, what he ask for. I did survey in many areas, interacted with many customers from various areas in Pune. I tried to know and analyze many things about GOVIND MILK AND MILK PRODUC T PVT. LTD. Sale promotional activities. The information I have collected will b e helpful to the company to gain confidence and help to enhance the sale of milk of GOVIND. Therefore I think survey will provide essential guidelines to the company for de ciding and implementing future policies. So as to increase market share and gain competitive edge over its competitors. Encyclopedias, newspaper, cutting different articles published in magazines & di fferent business reference books etc. 4. Collecting the data The data collection process follows the information of research design including the sample plan. Data, which can be secondary or primary, can be collect using variety of tools. These tools are classified into two broad categories, the obse rvation method and the survey methods, all of which have inherent advantages and limitations. I) PRIMARY DATA In most research areas, field survey is commonly used to collect primary data f rom the respondents. Surveys can be 1) Personal. 2) By mail 3) Telephonic & by diary It is common practice to use structured questionnaires prepared in advanced, to elicit the necessary from the respondents. Whether it is personal or mail surve y, it is necessary to design suitable questionnaire, conduct a pilot survey and

undertake a pre-testing of the questionnaire. II) SECONDARY DATA Secondary data means data that are already available, it means which have alread y been collected and analysed by some one else. When research utilizes secondary data, research has to look into various sources from where researcher can obtai n data; usually data published is available in i) Technical & trade journals; ii) Books, magazines and newspapers; iii) Reports and publications of various associations connected with business an d industry; iv) Reports prepared by research scholars, universities, economist, etc. in diff erent field; v) Public records and statistics, historical documents and other sources of pub lication information. 1. Research Problem Increase the awareness level of GOVIND MILK. Seek the general perception of consumer towards GOVIND MILK. To find the performance of GOVIND MILK. Vis--vis other Brands. To know the consumer psyche and their behavior towards GOVIND MILK.

SAMPLING 1. Sampling Technique ling technique is That in which each elem ent in the Population does not hav e an equal Chance of getting selec ted) 2. Sample Unit gher 3. Sample size 4. Method re 5. Data analysis method 6. Area of survey : : Retailers & peoples who buy package milk in hi quantity. : : 114 respondents Direct interview through questionnai : Non probability sampling (A non probability samp

Graphical method : Phaltan, Satara, Baramati Dahiwadi, Lonand

4. FIELD WORK:. The main fieldwork is to find out sale promotion in retail marketing & also to find out market share of Govind milk products with compare to other bra

nds & understand the Retailer perception within satara & pune Areas about the mi lk product brand. In simple words, marketing research is concerned with al l those factors, which have a direct impact upon the marketing of product & serv ices. It links the organization with its analyzing, processing & interpretation the information to help the management to understand & identify the problems, op portunities, marketing environment & develop the course of action to achieve the marketing objective. Within Satara & Pune are my survey areas, namely:1. Satara 2. Phaltan 3. Baramati 4. Lonand 5. Dahiwadi

4.5 LIMITATION:1) The study is restricted only to limited area as it is not possible to in clude all retailers of govind brands from whole Satara and Pune district due to short time span. 2) The size of the sample of retailers selected for collecting information is very small. As this survey covers the opinion of retailers the result may be different from the total survey. 3) Data collected from different retailers render some opinion according to their knowledge about govind milk brands. There is different opinion regarding the usefulness of govind milk, quality of govind milk, price of govind milk, ser vice of company. 4) The study is restricted to SATARAand Pune district (5 Talukas) only.

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION OF DATA: 1) Do you sell milk and milk products? Table No. 1. Sr. No No of Respondents Total Percentage 1 Yes 111 114 98% 2 No 3 114 2% Graph No. 1

Interpretation: Nearly 98 % retailers Out of 114 are selling milk and milk produ cts to customers. 2) What type of Milk do you sell? Table no .2 Sr. No No of Respondents 1 Package 109 114 2 Loose 5 114 Graph No. 2 Total 96% 4% Percentage

Interpretation: About 96 % retailers are using packed milk and remaining 4 % consume loose milk. 3) In packaged which brand do you sell? Table No. 3 Sr no No of Respondents Total Percentage 1 Govind 65 114 57% 2 Amul 6 114 5% 3 Heritage 12 114 10% 4 Gokul 18 114 16% 5 Other 13 114 12% Graph No. 3 Interpretation:Out of 114 retailers 65 retailers keeping Govind milk. It contributes up to 57 % of total retailers. Amul has 5%, Heritage 10%, Gokul 16% and others brands in th e surveyed areas 4) What is your Daily average sell of Govind Milk? Table No.4 Sr.No No of Respondents Total Percentage 1 0-50 46 114 40% 2 50-100 13 114 12% 3 100-150 21 114 18% 4 More than 150 34 114 30% Graph No. 4 Interpretation: The above chart shows that out of 114 respondents 40 % respondents are selling m ilk between 0-50, while 12 % respondents selling milk between 50-100 and 18% ret

ailers selling milk between 100-150.Remaining are selling milk more than 150 lit ers for a day. 5) Do you sell Govind By Products? Table no.5 Sr.no. No of Respondents 1 Yes 34 114 2 No 80 114 Graph No. 5 Interpretation : The above diagram shows that 30 % respondents are selling By Products but remain ing are 70% are not selling By products due to lack of demand as well as competi tion of other brands. 6) Why? Table No.6 Sr.no. No of Respondents 1 Less Discount 11 2 Lack of Demand 17 3 Electricity Problem 4 Other 57 114 Graph No. 6 Interpretation: Main reason for not selling of By-products Electricity Problem around 25% becaus e it was the rural area.15% are faced the problem of lack of Demand. Competition is for Govind By-products like Chitale & Warana. 7) Are you satisfied with Govind Companys commission policy? Table No.7 Sr.no. No of Respondents Total Percentage 1 Yes 80 114 70% 2 No 34 114 30% Graph No. 7 Interpretation : Above chart shows that 70 % respondents feels that the commission they are getti ng is satisfied, 30 % are not satisfied with this commission policy. 8) Are you satisfied with company promotional activities? Table No.8 Sr.no. No of Respondents Total Percentage 1 Yes 31 114 27% 2 No 83 114 73% Graph No. 8 INTERPRITATION: 73% retailers are not satisfied with companies promotional activities it shows t hat satisfaction level for promotional activities very low. 9) Are you getting Free Samples from company? Table No.9 Total 30% 70% Percentage

Total 114 114 29 50%

Percentage 10% 15% 114 25%

Sr.no 1 2

No of Respondents Yes 5 114 No 109 114

Total 4% 96%

Percentage

Graph No.9 INTERPRITATION: 96% retailers are not getting Free Samples. Only 4% retailers got free samples b ecause that area has huge competition between other local Brands. 10) Is fridge provided by Govind Company? Table No.10 Sr.no No of Respondents Total Percentage 1 Yes 34 114 30% 2 No 80 114 70% Graph No.10 Interpretation: As a part of the Promotional Activity Company provides Fridge for retailers. Aro und 30% retailers got this facility.70% has not got this kind of facility. 11) Is POP material supply by Govind company? Table No.11 Sr.no No of Respondents Total Percentage 1 Yes 91 114 80% 2 No 23 114 20% Graph No.11 INTERPRITATION: Material supply rate is very high around 80% retailers got this facility.20% ret ailers did not have it as per the time. 12) Does company provide Advertising material for promoting sales? Table No.12 Sr.no No of Respondents Total Percentage 1 Yes 40 114 35% 2 No 74 114 65% Graph No.12 INTERPRITATION: Around 65% retailers are not satisfied with this advertising material they have required advertising material.35% retailers are getting these advertising materi als. 13) Are you getting cash discount from Govind company? Table No.13 Sr.no No of Respondents Total Percentage 1 Yes 68 114 60% 2 No 46 114 40% Graph No.13 INTERPRETATION: 60% retailers got Cash Discount from company.40% retailers is not getting this f

acility also. It is also depend on the relationship of their Distributor. 14) Are you satisfied with Govind Incentive policies? Table No.14 Sr.no No of Respondents Total Percentage 1 Yes 68 114 60% 2 No 46 114 40% Graph No.14 INTERPRITATION: 60%retailers are satisfied with INCENTIVE POLICY of the company but remaining 40 % are not satisfied with this incentive policy. 15) Are you getting any monthly Table No.15 Sr.no No of Respondents 1 Yes 82 114 2 No 32 114 Graph No.15 INTERPRITATION: Around 72% retailers are getting this Turn over discount but 28% retailers are n ot got this facility also. 16) Are you satisfied with Replacement policies? Table No.16 Sr.no No of Respondents Total Percentage 1 Yes 42 114 37% 2 No 72 114 63% Graph No.16 INTERPRITATION: Around 63% retailers did not got this replacement facility.37%retailers taking a dvantage of this facility. 17) How do you rate overall promotion policies? Table No.17 Sr.no No of Respondents Total Percentage 1 Fair 63 114 55% 2 Good 40 114 35% 3 Excellent 11 114 10% Graph No.17 INTERPRITATION: Rating of overall promotional policies 55% retailers said that it is fair 35% re tailers said that good and remaining 10% retailers said that these are very exce llent it shows that it is very low. Turnover discount from company? Total 72% 28% Percentage

FINDINGS

MY FINDINGS During the survey it was found that 98 % of the respondents were aware about the Govind milk. There is lack of Sales Promotional Activities i.e. free tattoo, extra weight, to ys, quiz contest etc. When I interviewed people then many of the people did not recall Govind milk adv ertisement. It shows Lack of Advertisement. Shivprasad and Herritage are the main competitor in local area in case of milk w hile, Amul & Chitale are the main competitor in case of By-products and strategi cally performing good. I find the main thing is that 65% people are satisfied with the quality of Govin d milk. 65% People who have tasted Govind milk. Are ready to purchase the same again. In local area company believes in mouth to mouth publicity, it is working well f or company because company already created place in customers mind. Govind dairy has devised a unique low operational cost concept of Loose or Free Housing Barns. It has more than 500 such Loose Housing systems. Govind dairy aim ing at 100% organic milk production and achieved about 50 % success. Many of the retailers are willing to keep the By-products but due to the electri city problem.

LIMITATIONS

LIMITATIONS As stipulated by the college regulations the study is undertaken for a period of 60 days. This is very limited period. It is not possible to obtain some confidential data from the organization. Limited time available for interviewing the respondents. As a result of this it

was not possible to gather sufficient information. In our survey of Dahiwadi, I found that the distributors relationship with retail ers is not good and some retailers are interested in buying By-products directly from company but not from distributor Since the study is done in Phaltan, Satara, Baramati, Dahiwadi, and Lonand the r esults cannot be generalized for all regions.

SUGGESSTIONS

SUGGESTIONS In order to maintain and increase the sales in the city of Satara and Koregoan, the following recommendations regarding Govind milk; particularly regarding adv ertisement, distribution, promotional policies, etc, are hereby suggested: Govind milk should give local advertisements to increase awareness. Local advert isement must mention the exclusive Govind milk shops of the city. Govind dairy should provide advertising material to major retailers such as hoar dings flexes or banners of company. Try and change the perception of the people through word of mouth about Govind m ilk in advertisements, because they are the best source to reach families. Company should introduce sales promotion schemes like free weight, prank, tattoo , contest, free gifts etc. Advertisement can be done with the help of animations that attracts consumer. In supply chain, the region in Phaltan is not clearly specified to the suppliers , it should be properly divided among them.

CONCLUSION

CONCLUSION As we know that Govind milk is not very big organization as compare to Amul in d airy industry. Overall it has moderate market share in milk, ghee, Shrikhand, Am rakhand and Paneer, which are its main/core products. But if we consider market share of Govind in local area it has very tight grip over local market. Govind h as 57 % market share in milk in area we surveyed. As we know Govind milk is a P vt. Ltd. organization in milk industry and we cant ignore Govind milk & milk prod ucts. With the help of research, company can find out its week points in milk an d can increase its market share through rectify mistakes. The survey resulted into following conclusions: 1. Govind milk must come up with new promotional activities so that people become aware about Govind milk. 2. Quality is the dominating aspect which influences consumer to purchase G ovind milk, but prompt availability of other milk brands and aggressive promotio nal activities by others influences the consumer towards them and also leads to increase sales. 3. In comparison to Govind milk, the other players such as Shivprasad, Nand an are selling their milk at lower price or giving discount or giving free sampl es on purchase of specific quantity of milk to the retailers. So Govind has to p lan some strategy to overcome the competition emerged due to this. 4. People are mostly satisfied with the overall quality of Govind milk , bu t for the existence in the local market Govind milk must use aggressive selling technique

BIBILIOGRAPHY

BIBILIOGRAPHY 1. 2. http://www.govindmilk.com http://www.marketresearch.com

3. 4. 5.

http://www.dairy.com Research methodology Marketing Management -- C. R. Kothari -- Philip Kotler

ANNEXURE-1 Questionnaire for Retailer Retailer Name: _____________________ Address : _____________________ Contact No : _____________________ RuralUrban1) Do you sell milk & milk products? Yes2) What type of milk do you sell? 3)

No-

LoosePackagedIn package, which Brand do you sell? Heritage3) 100-150 lit 4) mo

GovindAmulGokulOther4) What is your Daily sale of Govind milk? 1) 0-50lit 2) 50-100 lit re than 150lit 5) Do you sell our By-Products? Yes No

If no then... 6) Why? 1) Less Discount3) Electricity problem7) 8)

2) Lack of Demand4) other

Are you satisfied with Govind Companys commission policy? Yes NoAre you satisfied with companys promotional activities? Yes No-

9) Why? 10) Yes11) Yes12) Are you getting free samples from company? NoIs fridge provided by govind company? NoIs POP material supply by our company? Yes 13) 14) No-

Does company provide any advertising material for promoting sales? YesNoAre you getting Cash Discount from our company? Yes No-

15)

What is your expectation from companys side? 2% 3% 4% 5%Are you satisfied with our Incentive policies? Yes No-

16)

17) 18) 19)

Are you getting any monthly Turnover Discount? Yes NoAre you satisfied with Replacement policy? Yes NoHow do you rate overall promotion policies? FairGoodExcellent-

20) Any Suggestions. .