A

Project Report
On study of
Marketing Strategy and Promotional Activity of
Fable Food Products PVT. LTD.

Submitted By:
Mitesh Patel
3nd Semester
Roll no. 521113385

Prepared by: Mitesh Patel

Submitted To:
Prof. Pooja medam

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ACKNOWLEDGEMENT

This research was made possible as per the requirement of the MBA course
under Idea Institute of Management. Many individual took interest and were
supportive of my effort. In fact, many have given me their time generously and
it is not possible to mention all of them here and there act of goodness. I take
the opportunity to place and record my deep sense of gratitude to all who have
helped me in completion of my study.

I am deeply indebted to my mentor and guide Prof. Hardik vora.

I want to express my sincere gratitude to all the staff members of Idea

Instituted of Management & Technology for spending their precious time and
sharing the value able information with me and in helping my project to be a
success.

Mitesh Patel

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PREFACE

In todays competitive world while entering in the market it is very

necessary to have good knowledge of the potential of a particular market. The
information regarding the activities of competitors existing in the market so
that we can plan our each activity according to that. It is also necessary to retain
the existing customers apart from attracting the new customers.

The Project is concern with the market analysis & promotional activity.
The project included as part of MBA Programme and the project is done from
1st March to 31th May.

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Index

No

Title

Page No

Introduction of Topic

Industry profile

Company Profile

16

Marketing Strategy

36

Promotional Activity

43

SALES PROMOTION

54

COMPETITORS

55

Hypothesis

56

Data Analysis

57

10

Hypothesis Testing

67

11

FINDINGS

69

12

LIMITATION

70

13

SUGGESTIONS & RECOMMENDATIONS

71

14

CONCLUSION

72

15

BIBLIOGRAPHY

73

16

QUESTIONNAIRE

74

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Introduction of Topic
The general field of consumer (customer) awareness research in a manner
expanding upon more general treatises. Whereas the field has been studied from
many perspectives, the most common appearing in the areas of customer
awareness surveys and customer awareness strategy, an alternative approach
will be proposed. Most typically, works on customer awareness survey
measurement take the form of how to form scales and summarize results, and
those on customer awareness strategy take the form of how to generate
satisfied customers and alleviate dissatisfaction. While these are worthy
endeavors, it remains that little in-depth analysis has been performed on
conceptually-based managerially actionable strategies within the satisfaction
response.

Unfortunately, these early perspectives have not significantly advanced

the progress of awareness work for some time and it wasnt until many and
diverse perspectives were integrated, elaborated, and extended that others began
the study of conceptual awareness in earnest. Here, the underlying mechanisms
of how consumers construct, consciously or subconsciously, their awareness
conclusions are explored so that a grander strategy of fostering awareness and
diminishing dissatisfaction can emerge. This will allow new actionable
strategies resulting in more diverse practical implications for practice. Readers
interested in greater detail and elaboration, including discussion of topics not
covered here, should consult the authors original work.

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Customer Awareness: What Is It?

Recent interpretations in the consumer domain now couch awareness as a
fulfillment response. Fulfillment implies that a consumption goal is known, as
in basic motives of hunger, thirst, and safety. However, observers of human
behavior understand that these and other goals can be and frequently are
modified and updated in various ways. Thus, consumer researchers have moved
away from the literal meaning of awareness and now pursue this concept as the
consumer experiences and describe it.
In Oliver (1997, the following definition has been proposed as being
consistent with the conceptual and empirical evidence to date: Awareness is the
consumers fulfillment response. It is a judgment that a product or service
feature, or the product or service itself, provided (or is providing) a pleasurable
level of consumption-related fulfillment, including levels of under- or overfulfillment.
A number of related, but important, concepts are frequently used
interchangeably with awareness, although closer inspection reveals that they are
actually distinct from awareness despite the fact that they may be related to
awareness in various ways. Generally, they represent either the affective
(liking/pleasure) or cognitive (thinking/judging) components of product and
service experience although some are hybrids of the two.

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Measurement Issues: Satisfaction Scales

Having defined and delineated satisfaction and related concepts,
discussion proceeds to measurement more generally. This section will be
necessarily brief because many reference sources are available and because
measurement in general has been studied for some time. This section will also
serve the purpose of a recapitulation of past research and as a prelude to the
final section where measures are suggest based on the conceptual framework
used here.
Discussion begins with simple verbal (qualitative) statements of the form
elicited when respondents are interviewed about their satisfaction or
dissatisfaction with a product or service episode. Using a phone interview as an
example, the respondent would be read the five categories of:
1) very satisfied,
2) satisfied,
3) neither satisfied nor dissatisfied,
4) dissatisfied, and
5) very dissatisfied,
and asked to select one. This question would usually be asked once per
attribute, product, etc. up to the point of respondent fatigue, a critical factor in
phone surveys.
For this reason, many prefer printed questionnaires which can be completed at
the respondents leisure.

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Measurement Issues: Scaling (Number of Scale Points)

For predictive purposes, a minimum of three scale points is
recommended, particularly for phone surveys. As the number of points becomes
large, exceeding ten for example, problems of interpretation are introduced. One
reason is that consumers tend to use sub-intervals of very long scales, such as
restricting responses to an interval of five points on a ten-point scale. Thus, one
respondent's "3" may be another's "5" for the same perceived performance level.
In effect, these consumers are interpreting the scale's meaning in a manner not
known to the researcher.
Consider the following alternatives:
Bad

Good

In there is no midpoint and respondents who believe that the feature is neither
bad nor good are forced to commit themselves to answering with a 3 or with a
4, the first suggesting modestly negative feelings, the second modestly
positive. For the above and other reasons, use five to seven points. Three is
permissible if attention spans, brevity, or respondent fatigue operate, while 5point scales work nicely for chances-in 10 responses.

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Industry Profile
The dairy industries companies run mainly on the factors such as Price,
availability, service frequency, affordability, taste and marketing. Price plays a
vital role because purchasing power is depend upon price and availability of that
product, in case distributors and retailers service matter a lot in Institutional
business.

From chronic shortages of milk, India has emerged today as the largest
producer of milk in the world crossing 97 million tones. It is 'The Oyster' of the
global dairy industry. It offers opportunities galore to entrepreneurs worldwide,
who wish to capitalize on one of the world's largest and fastest growing markets
for milk and milk products. A bagful of 'pearls' awaits the international dairy
processor in India. The Indian dairy industry is rapidly growing, trying to keep
pace with the galloping progress around the world.

The effective milk market is largely confined to urban areas, inhabited by

over 25 per cent of the country's population. An estimated 50 per cent of the
total milk produced is consumed here. By the end of 2007, the urban population
is expected to increase by more than 100 million to touch 864 million in 2007 a
growth of about 40 per cent. The expected rise in urban population would be a
boon to Indian dairying. Presently, the organized sector both cooperative and
private and the traditional sector cater to this market.

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INDIAN DAIRY INDUSTRY - A PROFILE

Indias dairy sector is expected to triple its production in the next 10
years in view of expanding potential for export to Europe and the West.
Moreover with WTO regulations expected to come nto force in coming years all
the developed countries which are among big exporters today would have to
withdraw the support and subsidy to their domestic milk products sector. Also
India today is the lowest cost producer of per liter of milk in the world, at 27
cents, compared with the U.S' 63 cent. Also to take advantage of this lowest
cost of milk production and increasing production in the country multinational
companies are planning to expand their activities here. Some of these milk
producers have already obtained quality standard certificates from the
authorities. This will help them in marketing their products in foreign countries
in processed form.

The urban market for milk products is expected to grow at an accelerated

pace of around 33% per annum to around Rs.83,500 crores by year 2010. This
growth is going to come from the greater emphasis on the processed foods
sector and also by increase in the conversion of milk into milk products. By
2010, the value of Indian dairy produce is expected to be Rs 10, 00,000 million.
Presently the market is valued at around Rs 7, 00,000.

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Background of Dairy Industry

Beginning in organized milk handling was made in India with the
establishment of Military Dairy Farms. Handling of milk in Co-operative Milk
Unions established all over the country on a small scale in the early stages.
Long distance refrigerated rail-transport of milk from Anand to Bombay since
1945. Pasteurization and bottling of milk on a large scale for organized
distribution was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi
(1959), Worli (1961), Madras (1963) etc.

Establishment of Milk Plants under the Five-Year Plans for Dairy

Development all over India. These were taken up with the dual object of
increasing the national level of milk consumption and ensuing better returns to
the primary milk producer. Their main aim was to produce more, better and
cheaper milk.

Milk Production
India's milk production increased from 21.2 million MT in 1968 to more
than 100 million MT in 2008-09.
India is the largest producer of Milk in the World (replacing USA)
Per capita availability of milk presently is 250 grams per day, up from
112 grams per day in 1968-69.
India's 3.8 percent annual growth of milk production surpasses the 2
percent growth in population; the net increase in availability is around 2
percent per year.

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

Macro Impact
The annual value of India's milk production amounts to about Rs. 900
billion.
Dairy cooperatives generate employment opportunities for some 12
million farm families.
Dairy Farming is the single largest contributor to the economy(5% of
GDP &13% of employment)
Dairy industry represents a huge opportunity being the largest single
FMCG Market.

Key challenges before Indian Dairy Industry are as follows:

Ensuring Quality
Procurement and efficiencies in supply chain
Product differentiation and value addition

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OPERATION FLOOD
Programme implementation:
Operation Flood was implemented in three phases.
Phase I

Phase I (1970-1980) was financed by the sale of skimmed milk

powder and butter oil gifted by the European Union then EEC
through the World Food Programme. NDDB planned the
programme and negotiated the details of EEC assistance.

During its first phase, Operation Flood linked 18 of India's premier

milk sheds with consumers in India's four major metropolitan
cities: Delhi, Mumbai, Calcutta and Chennai.
Phase II

Operation Flood's Phase II (1981-85) increased the milk sheds from

18 to 136; 290 urban markets expanded the outlets for milk. By the
end of 1985, a self-sustaining system of 43,000 village cooperatives
covering 4.25 million milk producers had become a reality.
Domestic milk powder production increased from 22,000 tons in
the pre-project year to 140,000 tons by 1989, all of the increase
coming from dairies set up under Operation Flood. In this way EEC
gifts and World Bank loan helped to promote self-reliance. Direct
marketing of milk by producers' cooperatives increased by several
million litres a day.

Phase III Phase III (1985-1996) enabled dairy cooperatives to expand and
strengthen the infrastructure required to procure and market
increasing volumes of milk. Veterinary first-aid health care
services, feed and artificial insemination services for cooperative
members were extended, along with intensified member education.

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Operation Flood's Phase III consolidated India's dairy cooperative

movement, adding 30,000 new dairy cooperatives to the 42,000 existing
societies organized during Phase II. Milk sheds peaked to 173 in 1988-89 with
the numbers of women members and Womans Dairy Cooperative Societies
increasing significantly.

From the outset, Operation Flood was conceived and implemented as

much more than a dairy programme. Rather, dairying was seen as an instrument
of development, generating employment and regular incomes for millions of
rural people. "Operation Flood can be viewed as a twenty year experiment
confirming the Rural Development Vision" (World Bank Report 1997c.)

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Dairy Cooperative Federations in India:

No.
1

Name Of Company
Andhra Pradesh Dairy Development Cooperative Federation Ltd
(APDDCF)

Bihar State Cooperative Milk Producers' Federation Ltd (COMPFED)

Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF)

Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)

Himachal Pradesh State Cooperative Milk Producers' Federation Ltd

(HPSCMPF)

Karnataka Cooperative Milk Producers' Federation Ltd (KMF)

Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)

Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)

Maharashtra

Rajya

Sahakari

Maryadit

Dugdh

Mahasangh

(Mahasangh)
10

Orissa State Cooperative Milk Producers' Federation Ltd (OMFED)

11

Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)

12

Punjab State Cooperative Milk Producers' Federation Ltd (MILKFED)

13

Rajasthan Cooperative Dairy Federation Ltd (RCDF)

14

Tamilnadu Cooperative Milk Producers' Federation Ltd (TCMPF)

15

West

Bengal

Cooperative

Milk

Producers'

Federation

Ltd.

(WBCMPF)

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Company Profile

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OVERVIEW OF THE FABLE FOOD PRODUCTS

We are company involved in the Manufacturing of good quality pure
ghee in our brand name SHREE VALLABH, AABAD, SORATH and
SHRADDHA.

Our All Products range are agrmark, Our company is certified with ISO
22000 for food safety management system . We provide pure ghee natural and
having aroma, and rich in traditional taste. These are produced at hygienic
environment. We are trusted names in processing and offering Pure ghee also
known as clarified butter that is produced from fresh cream using the traditional
crme based method. This method guarantees uniform granulated texture & a
natural rich aroma.

It has achieved phenomenal success in its Manufacturing and distribution

activities by its business acuemen and leadership. It markets the leading brands
of India along with its own brands Aabad, Sorath, Shraddha and now
ShreeVallabh.

Fable Foods , with its capabilities of high and customized production

schedules is catering to the needs of industrial, Institutional as well as general
public maintaining a hygienic and clean working environment and give quality
as our primary concern. With the help of latest machinery and efficient
workforce, we are able to produce products as per the demand of the clients.

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Dairy products are vital elements of our diet as they supplement us with
the most required lot of nutrients to strengthen our body, particularly our bones.
We at Fable Food Products PVT LTD. Are entirely and closely associated with
this philosophy of building a healthy and energetic nation through its range of
pure quality dairy products. Offering a perfect blend of taste and health with our
range of delectable dairy products.

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Our Products

AABAD

Shraddha

Sorath

Shree Vallabh

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Introduction
Dairy products have been part of human diet for millennia. They play an
important role in a healthy diet, both for nutritional value and personal
enjoyment either consumed alone or in recipes.

Usages
Pure ghee is considered to be divine and is burnt in the Hindu religious
ritual of Aarti. It is an integral part of marriages and functions of all
communities. Normally when babies are fed solid food for the first time it will
be pure ghee & dhal rice which is considered to be divine and healthy.

Medicinal Value
Pure ghee is an integral part of the science of ayurvedic herbal
formulation. Since ghee is oil, it can bond with lipid-soluble nutrients and herbs
to penetrate the lipid-based cell membranes of the body.

Digestion
The ayurvedic texts say that pure ghee helps balance excess stomach
acid and helps maintain/repair the mucus lining of the stomach.

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Mild Burns
Like aloe, pure ghee is said to prevent blisters and scars if applied quickly
to affected skin.

Ayurvedic Balance
Ghee balances both Vata (the ayurvedic mind/body operator that
controls movement in mind and body) and Pitta (the operator that controls
heat and metabolism).

Ghee has been given the cherished title of "rasayana" in ayurveda -- preeminent herbs and foods that help overall health, longevity and well-being
Fable Foods had its humble beginnings in a umargaon of Gujarat in the year
1980 it is founded by Shri Vallabhbhai Vadodariya. Being a firm believer in
business ethics and sound trade practices, he created an enterprise, based on
honesty , consistency,trust and commitment.

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HISTORICAL BACKGROUND OF BSCIC

BSCIC Certifications Pvt. Ltd. (formerly BSC International Certifications

Co.) is established as an independent certification and inspection body with its
main objective to safeguard life, property and environment through quality
assurance and total quality management.

BSCIC has been providing their value added certification and inspection
services to the Government, Public and Private Sector Organizations involved
in land, offshore, marine activities. It is a professional organization backed by
devoted, highly qualified and experienced personnel. We provide a wide
spectrum of customer oriented certification and inspection services in an
efficient and cost effective manner.

BSCIC is established as an impartial Conformity Assessment &

Certification Body directly accredited by National Accreditation Board for
Certification Bodies (NABCB) India & Joint Accreditation system for Australia
& New Zealand (JAS-ANZ) Australia for ISO 9001(Quality Management
System) Certification.
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BSCIC is directly accredited by Dubai Accreditation Centre (DAC),

Dubai Municipality, Govt. of Dubai for ISO 14001(Environmental Management
System), ISO 22000(Food Safety Management System) and OHSAS 18001
(Occupational Health and Safety Management System) Certification.

BSCIC has also been directly certified with IRCA (International Register
of Certificated Auditors) to deliver ISO 9001(Quality Management System) &
OHSAS 18001 (Occupational Health and Safety Management System) Auditor/
Lead Auditor Training Courses

With highly qualified and competent manpower located in the heart of

industrial hub FARIDABAD. Equipped with all the modern accessories for our
kind of business. BSCIC Certifications Pvt. Ltd. has a well established Quality
Assurance System.

BSCIC is a provider of regular public training courses in management

and systems technology. The faculty members are highly qualified and
experienced in relevant industry.

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HISTORICAL BACKGROUND OF DAC

The Dubai Accreditation Department (DAC) is the successor of the

Accreditation and Metrology Section (AMS) in Dubai Central Laboratory
Department (DCLD). The accreditation activity was separated in February
2002 from all conformity assessment activities of the DCLD in order to
guarantee the impartiality and independency of accreditation decisions and in
order to fulfill the relevant international requirements for achieving international
recognition status of its services.

In May 2005 there was an official organizational decision no. 52 for the
year 2005 from H. H. Sheikh Hamdan Bin Rashid AlMaktoum to establish the
Dubai Accreditation Center (DAC) within Dubai Municipality reporting directly
to the director general of Dubai Municipality.

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As per re-structuring of Dubai Municipality in 2008 the DAC got an

upgraded status of a department within DM.

Accreditation is a third-party attestation related to conformity assessment

body(CAB) conveying formal demonstration of its competence to carry out
specific conformity assessment tasks. Such specific tasks may include but not
limited to testing, calibration, inspection and certification.

Most trading nations have established systems to accredit technically

competent and reliable testing, calibration, inspection and certification facilities.
The accreditation bodies are usually government-owned or governmentendorsed and operate free from any commercial influence.

As per Regulation 2 for the year 2010 which was issued by Dubai
Executive Council, the accreditation in Emirates of Dubai is compulsory in
Health, Safety and Environment Fields, by that conformity assessment bodies
working in the above mentioned fields are required by the regulation to be
accredited.

Accreditation is increasingly recognized by regulators worldwide as

evidence of competence to carry out testing or inspection or certification for
mandatory purposes.

DAC provides the following services as per Regulation no. 2 of 2010

issued by Dubai Executive Council and its Administration Order no. 267/2011
issued by General Director of Dubai Municipality:

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 Accreditation services to all types of conformity assessment bodies

including laboratories (testing, calibration, medical), inspection bodies
and certification bodies.
Proficiency testing programs for laboratories.
Trainings to staff of conformity assessment bodies on various
accreditation related subjects.
Mandatory registration services to all types of conformity assessment
bodies including laboratories (testing, calibration), inspection bodies and
certification bodies.

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HISTORICAL BACKGROUND OF ISO-22000:2005

The ISO 22000 family of International Standards addresses food safety

management.
The consequences of unsafe food can be serious and ISOs food safety
management standards help organizations identify and control food safety
hazards. As many of today's food products repeatedly cross national boundaries,
International Standards are needed to ensure the safety of the global food supply
chain.

The ISO 22000 family contains a number of standards each focusing on

different aspects of food safety management.

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ISO 22000:2005
ISO 22000:2005 sets out the requirements for a food safety management
system and can be certified to. It maps out what an organization needs to do to
demonstrate its ability to control food safety hazards in order to ensure that food
is safe. It can be used by any organization regardless of its size or position in the
food chain.

ISO 22000:2005 specifies requirements for a food safety management

system where an organization in the food chain needs to demonstrate its ability
to control food safety hazards in order to ensure that food is safe at the time of
human consumption.

It is applicable to all organizations, regardless of size, which are involved

in any aspect of the food chain and want to implement systems that consistently
provide safe products. The means of meeting any requirements of ISO
22000:2005 can be accomplished through the use of internal and/or external
resources.

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ISO 22000:2005 specifies requirements to enable an organization

To plan, implement, operate, maintain and update a food safety
management system aimed at providing products that, according to their
intended use, are safe for the consumer,
To demonstrate compliance with applicable statutory and regulatory food
safety requirements,
To evaluate and assess customer requirements and demonstrate
conformity with those mutually agreed customer requirements that relate
to food safety, in order to enhance customer satisfaction,
To effectively communicate food safety issues to their suppliers,
customers and relevant interested parties in the food chain,
To ensure that the organization conforms to its stated food safety policy,
To demonstrate such conformity to relevant interested parties, and
To seek certification or registration of its food safety management system
by an external organization, or make a self-assessment or self-declaration
of conformity to ISO 22000:2005.

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What is ISO?
ISO (International Organization for Standardization) is the worlds largest
developer of voluntary International Standards. International Standards give
state of the art specifications for products, services and good practice, helping to
make industry more efficient and effective. Developed through global
consensus, they help to break down barriers to international trade.

What we do
ISO develops International Standards. We were founded in 1947, and
since then have published more than 19 500 International Standards covering
almost all aspects of technology and business. From food safety to computers,
and agriculture to healthcare, ISO International Standards impact all our lives.

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OTHER CERTIFCATE
Hygiene Policy

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Food Safety Policy

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Energy Management And Carbon Trading In Dairy Industry

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Marketing Strategy
4 PS OF MARKETING
Product
AABAD

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 Shraddha

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 Sorath

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 Shree Vallabh

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 Pricing

Product Name

Product Price (500 ML)

Aabad

162

Shraddha

162

Sorath

162

Shree Vallabh

162

Product Name

Product Price (1 Ltr)

Aabad

325

Shraddha

325

Sorath

325

Shree Vallabh

325

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 Place

In Gujarat 450 distributors.

Head Office in Ahmedabad.

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 Promotion

If an advertisement is to communicate effectively, the receiver must at

least half want it to, and be prepared too take step toward the sender. Effective
advertising is rarely hectoring or loudly explicit. It often both attracts and
generates arm feelings. More often than not, a successful campaign has a
stronger element of the unexpected a quality that good advertising shares with
much worthwhile literature.

To penetrate into the inner recesses of her memory, communication must

first ensure exposure, grab her attention evoke her comprehension, grab her
acceptance and then extract retention competing with thousands of other units of
communication trying to do the same.

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Promotional Activity
Advertisement is a way of communication between the buyer and seller.
Being a co-operative firm, its main aim is social service. So, Rajkot dairy
doesnt believe in advertisement expense. Even if, to inform the public about
products, they (marketing staff) use the following method of publicity.
Through wall painting
Advertising in newspaper
Pamphlets.
Hording Boards
Banners
TV ads

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 Hording Boards
Hording Design 20 X 10

Dakor

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 Morbi

Nadiyad

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 Palitana

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 All Location List in Gujarat (Swastik Communication)

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 Advertising in newspaper
Is any non personal paid form of communication using any form of mass
Public. Fable Food Products is advertising in 2 newspaper SANDESH and
GUJARAT SAMACHAR.

&

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 Pamphlets & Stickers

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 Banners

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 Bags

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 TV Ads
TV9 GUJARAT, A REGIONAL NEWS CHANNEL IS TOPPING THE
CHARTS SINCE PAST TWO YEARS IT COVERS 25% OF TOTAL
VIEWERSHIP IN THE STATE.

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SALES PROMOTION
The sales promotion is the most important matter which is the most with
business activity. Marketing promotion communicate marketing in formation to
consumer and resellers.

For the sales promotion dairy has some main aspects such as:
Quality Orientation
Consumers visit to a plan
Visitors opinion

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COMPETITORS

All Local Players

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Hypothesis

Hypothesis (Null & Alternative)

H0

Fable food products promotional activity is effective.

H1

Fable food products promotional activity is not effective.

Research Design
It is the specification of the methods and procedures for acquiring he
information needed. It is overall operational pattern or framework of the project
that stimulates what information is to be collected, from which source and by
what procedure. The three types of design used are exploratory, descriptive and
causal for this research the descriptive design was used. This is because it is
marked by the prior formulation of specific research questions. It has a
preplanned and structure design. For descriptive study proposed data analysis
and project output are critical aspects. It was decided that the users of various
mobile companies would be used as the primary source of data.
Research Type

Exploratory

Sampling Method

Systematic Random Sampling

Sampling Unit

Who are Fable food products distributers

Sampling Size

25

Data
Primary Data
Collection
Secondary Data
Method

Questionnaire & Survey

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Internet

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Data Analysis
Q. 1) Average daily sales?
10 50

20

50 100

More Then 100

Avg Daily Sales (Ltr)

50 100
20%

More Then 100

0%

10 50
50 100
More Then 100

10 50
80%

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Q. 2) How would you rate your present sales?

Satisfactory

10

Average

10

Unsatisfactory

Rate of Present Sales

Unsatisfactory
20%
Satisfactory
40%
Satisfactory
Average
Unsatisfactory

Average
40%

Prepared by: Mitesh Patel

Page 58

Q. 3) when do you consider your major competitor in the market?

Amul

10

Mother Dairy

10

Sagar

Gopal

Gowerdhan

Competitor
Sagar
8%

Gopal
4%

Gowerdhan
8%
Amul
40%

Amul
Mother Dairy
Sagar

Mother Dairy
40%

Gopal
Gowerdhan

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Q. 4) Which Product most sell?

AABAD

Shraddha

Sorath

Shree Vallabh

20

Sales
AABAD
4%

Shraddha
8%
Sorath
8%
AABAD
Shraddha
Sorath
Shree Vallabh

Shree Vallabh
80%

Prepared by: Mitesh Patel

Page 60

Q. 5) Package of what size sell faster?

500 ml

1 Ltr

20

Package Size
500 ml
20%

500 ml
1 Ltr

1 Ltr
80%

Prepared by: Mitesh Patel

Page 61

Q. 6) How many no of product selling?

Amul

25

Mother Dairy

20

Sagar

20

Gopal

15

Gowerdhan

15

Other Products
Gowerdhan
16%

Amul
26%

Gopal
16%

Amul
Mother Dairy
Sagar
Gopal
Gowerdhan
Mother Dairy
21%
Sagar
21%

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Page 62

Q. 7) How much stock do you keep?

10 Packages
20 Packages
30 Packages
More then 50 Packages

2
3
10
10

Stock
10 Packages
8%
More then 50
Packages
40%

20 Packages
12%
10 Packages
20 Packages
30 Packages
More then 50 Packages
30 Packages
40%

Prepared by: Mitesh Patel

Page 63

Q. 8) If no, why dont you stock Fable food products?

Absence of packing date
Low margin
No replacement for leakage
Low distribution

0
5
15
10

stock
Absence of packing
date
0%

Low margin
17%

Low distribution
33%
Absence of packing date
Low margin
No replacement for leakage
Low distribution

No replacement for
leakage
50%

Prepared by: Mitesh Patel

Page 64

Q. 9) Are you satisfied with Fable food products distributor?

YES
NO

15
10

Satisfied

NO
40%
YES
YES
60%

Prepared by: Mitesh Patel

NO

Page 65

Q. 10) Is there any scope to increase the no of retailers in your area?

YES
NO

20
5

Retailers
NO
20%

YES
NO

YES
80%

Prepared by: Mitesh Patel

Page 66

Hypothesis Testing

TESTING OF HYPOTHESIS USING CHI-SQUARE TEST

Hypothesis (Null & Alternative)

H0

Fable food products promotional activity is effective.

H1

Fable food products promotional activity is not effective.

OBSERVED FREQUENCY(O) TABLE

Factor
YES

Satisfied
15

Exposure
10

Total
25

NO

10

15

25

Total

25

25

50

EXPECTED FREQUENCY(E)TABLE

Factor

Satisfied

Remain

Total

Yes

12.5

12.5

25

No

12.5

12.5

25

Total

25

25

50

Prepared by: Mitesh Patel

Page 67

 CHI-SQUARE TABLE

(O)

(E)

(O-E)2

15

12.5

6.25

0.5

10

12.5

6.25

0.5

10

12.5

6.25

0.5

15

12.5

6.25

0.5

X2

2.0

Now putting these values in the Equation:

(O-E)2
Z2 = ------------E

= 2.0 (Chi-Square calculated)

Degree of freedom: (C-1) (R-1) = 1

5% LEVEL OF SIGNIFICANT: Table value = 3.84
Statistical conclusion: Table value is less then the calculated value so
null hypothesis is accepted.
Conclusion: Here null hypothesis is accepted that means distributers are
satisfied on Fable food products.

Prepared by: Mitesh Patel

Page 68

FINDINGS
The awareness level of Fable food products in bulk users is around
70% but only 30% are using Fable food products.
The preference of purchasing ghee by the bulk users is mainly quality,
price and timely availability.
Higher price that is not meeting the competitors rate as bulk user are
very price sensitive. Other dairies are providing higher margin.
Amul is main competitor and strategically better performer then Fable
food products.
In its advertisement is not using any brand ambassador which attracts
all age group people.

Prepared by: Mitesh Patel

Page 69

LIMITATION
The survey can not be termed 100% accurate due to lack of time and
time and cost only 25 users had been studied. Thus the scope of study
is limited in terms of no. of respondent.
The study was conducted in Gujarat only, so the limited area of the
study may affect the conclusions
The lack of candidness of respondent towards answering the
questionnaire in few cases may have reduced the accuracy of survey to
some extent.
Despite the unbiased opinion and efforts the possibility of technical
exceptions cannot be ruled out.
The statistical analysis with various automated tools might have
computational errors.

Prepared by: Mitesh Patel

Page 70

SUGGESTIONS & RECOMMENDATIONS

Fable food products should come up with schemes for customers
along with retailers as it would be a real boost to the sales and also it
will help the company to get back its lost customers.
During the survey it was found that many of the retailers were
uninterested because they were concerned about the storage of milk.
Instead of refrigerators if dry ice boxes can be supplied free of cost,
sale would be increased. Also it would be economical and convenient.
Later, if the retailer drops out , the box can be collected back.
Fable food products are having ISO and BSCIC and DAC certified.
The consumers should be explained about it through advertisements in
order to make them aware.
The organisation should schedule these kinds of surveys on a more
regular basis as at this point of time Amul is really capturing the
market and the organisation should take viable steps to meet the
expectations of its customers.
If Fable food products can do certain promotions as its competitor
AMUL does, then it can attract sales. Promotion with the help of
boards, hoardings etc. and also it can advertise in radio.
In order to improve and maintain quality, total quality management
measures should be appointed. It was seen that due to lack of fixed
percentage of raw ghee mixed, the quality gets hampered and remain
unsteady. The extra ghee procured should be used for production of
ghee products which are in short supply and raw ghee should be
proportionately used in ghee production.

Prepared by: Mitesh Patel

Page 71

CONCLUSION
This project was about the ghee segment of Fable food products which
due to intense competition from its competitors is continuously losing its
market share. So in this project different parameters on which the sale of
Fable food products depends are studied and analysed from the distributor ,
retailer and consumers perspective. The final outcome of the project is that
the parameters which make decision regarding the purchase of ghee are
Price , Quality, Smell , Taste , Advertisement and Awareness. Ghee
market is a totally unpredictable market and the organisation should be overcautious of any complaints that come into ghee as it includes the sentiments
of a mother for her family and she would not prefer to give anything to her
family for which she is not 100% satisfied. So the company should take
every step possible to contain these problems which in some way or the
other affects the sale of Fable food products and its retailers.

Prepared by: Mitesh Patel

Page 72

BIBLIOGRAPHY
Web-Site
www.indiadairy.com/tech_list_dairyplants.html?
http://www.bsc-icc.com/index.html
http://www.dac.dm.ae/DAC/Major/Aboutus/AboutUs.htm
http://www.iso.org/iso/catalogue_detail?csnumber=35466

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Page 73

QUESTIONNAIRE
Name :Contact No :-

Q. 1) Average daily sales?

Q. 2) How would you rate your present sales?

Q. 3) When do you consider your major competitor in the market?

Prepared by: Mitesh Patel

Page 74

Q. 4) Which Product most sell?

Q. 5) Package of what size sell faster?

Q. 6) How many no of product selling?

Amul
Mother Dairy

Sagar
Gopal

Gowerdhan

Q. 7) How much stock do you keep?

Prepared by: Mitesh Patel

Page 75

Q. 8) If no, why dont you stock Fable food products?

Q. 9) Are you satisfied with Fable food products distributor?

Q. 10) Is there any scope to increase the no of retailers in your area?

Prepared by: Mitesh Patel

Page 76