SUMMER TRAINING REPORT ON

Sale volume of branded ice-cream in Patna & market share of SUDHA brand
ice- cream in Patna town (Urban area).

Submitted in partial fulfilment of the requirements of

Post Graduate Programme

By

Vivek Raj

Batch – 2011-2013

Roll No- FT(IB)-11- 361

IILM Graduate School of Management

Greater Noida

1
 Declaration Form

I hereby declare that the Project work entitled Perception about Sudha products
submitted by me for the Summer Internship during the Post Graduate Program
to IILM Graduate School of Management, Greater Noida is my original work
and has not been submitted earlier either to IILM or to any other Institution for
the fulfilment of the requirements for any other course of study. I also declare
that no chapter of this manuscript, either in whole or in part, is copied from any
other document.

Signature of the student: Signature of the company mentor:

Name of the student: Name of the company mentor:

Designation:

Date:

Place:

2
 Table of contents
 Declaration certificate …………………………………………………..2
 Executive summary……………………………………………………...4
 Acknowledgement………………………………………………………5
 Introduction………………………………………………...……………6
 Objectives…………………………………………………………….....12
 Methodology of research………………………………………………..13
 Different programmes running under COMFED……………………….14
 Competitor‟s profile…………………………………………………….19
 Descriptive summary……………………………………………………22
 Analysis…………………………………………………………………23
 Findings & Recommendations………………………………………….33
 Summary & conclusions………………………………………………..34
 Learning from the SIP…………………………………………………..36
 Sample Questionnaire…………………………………………………..37
 References & Appendices………………………………………………39
 Organization information docket……………………………………….40
 Survey excel Prinout……………………………………………………41

3
 Executive Summary
I am feeling privileged to be a part of IILM Graduate School of Management,
Greater Noida. I did my Summer Internship with the Bihar State Cooperative
Federation (COMFED) a FMCG sector company under the brand name
SUDHA. The title of my project is “To ascertain sale volume of branded ice-
cream in Patna & market share of SUDHA brand ice-cream in Patna town
(Urban area). The project basic objective is to evaluate the stand of Sudha
Brand in Patna market Vis a Vis competition and the areas of improvement.

In today‟s 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 in the market can help us to
plan our each activity according to that. It is also necessary to retain the existing
customer apart from attracting the new customers this will not only increase our
customer base but will also build the trust, which is an integral part of any
business to survive in the market.

The project is concern with to determine the product penetration percentage

level of Sudha brands (ice-cream). This product is included as a part of summer
internship, PGDM (IB) course, IILM Graduate School of Management. The
duration of the project was of seven weeks, which got started on 14th of May‟
2012.

The research report is based on to know the followings:

 Consumption of flavoured ice-cream.

 Age group consuming flavoured ice-cream.
 Comparison of other branded and local flavoured ice-cream.
 Awareness of consumer towards the brand of Sudha.
 Consumer preference for different brands and flavours.
 Consumption level of flavoured ice-cream within a week.
 Point of purchase and availability of the products of Sudha brand.
 Drivers for the brand Sudha. (Likes & dislikes)
 Demographic data of the consumer.

4
 Acknowledgement
At the very outset I would like to express my heartfelt gratitude to “Bihar State
Milk Co-operative Federation Ltd” for allowing me to contribute, though
modestly, in the functioning of COMFED, which has the unique distinction of
being the most competitive milk market of east India by way of my research
project which we all found very interesting & challenging.

My thanks are due to Mr. Prakash who was very kind in explaining to me the
challenge that lay ahead of us and also for allowing me to make liberal use of
his knowledge, resource & patience.

I feel grateful to him for allowing & encouraging me to pursue my research with
utmost objectivity, fairness and flexibility.

I feel indebted to Mr. Shashi Bhusan Singh , Mr. Shashikant, Mr. Upendra
Kumar Singh , Mr. Anuj Kumar Pandey , Mr. Jawahar Lal, Mr Avinash Patel &
many more for explaining to me the intricacies & peculiarities of milk business
which came handy on various occasions & allowed me to retain my focus &
finish our research with the satisfaction of a job well done.

I would also like to thank all those people at “Bihar State Milk co-operative
Federation Ltd” who though being total strangers to us lifted my spirit with their
cheerful smile & gave us the courage & inspiration to work zealously on the
project assigned to me & do justice to it.

I am extremely thankful to my Faculty Guide Tripti Ghosh at IILM Graduate

School of Management for her invaluable Guidance and Suggestions during my
Training which I learned during her lectures.

I would also like to express our gratitude towards our parents from whom I have
inherited all the desired virtues & to whom I look up to as living inspirations.

Last, but by no means the least, I would like to pay obeisance to the Almighty
God for bestowing on me his blessings & also for being on my side when the
challenge seemed insurmountable & the going was tough. My unshakeable faith
in Him allowed me to take this research to its logical conclusion.

5
 Introduction
Traditionally, in India dairying has been a rural cottage industry. Semi-
commercial dairying started with the establishment of military dairy farms and
co-operative milk unions throughout the country towards the end of the
nineteenth century.

In earlier years, many households owned their own „family cow‟ or

secured milk from a neighbour who had one. With the increase in urban
population fewer households could afford to keep a cow for private use &
moreover there were other problems also like the high cost of milk production,
problems of sanitation etc. restricted the practice; and gradually the family cow
in the city was eliminated and city cattle were all sent back to the rural areas.

The Indian Dairy Industry has made rapid progress since independence.
A large number of modern milk plants and product factories have since been
established. These organised dairies have been successfully engaged in the
routine commercial production of pasteurized bottled milk and various Western
and Indian dairy products. With modern knowledge of the protection of milk
during transportation, it became possible to locate dairies where land was less
expensive and crops could be grown more economically.

In India, the market milk technology may be considered to have

commenced in 1950, with the functioning of the Central Dairy of Aarey Milk
Colony, and milk product technology in 1956 with the establishment of AMUL
Dairy, Anand.

India with a population of more than 120 crores is potentially one of the
largest consumer markets in the world. With urbanization and development of
economy, tastes and interests of the people changes according to the advance
nation.

6
 Marketing is about winning this new environment. It is about
understanding what consumer‟s wants a supplying it‟s more efficiently and
more conveniently.

The consumer market may be identified as the market for product and
service that are purchased by individuals as household for their personal
consumptions. Milk is typical consumer products purchased by individuals for
many purposes primarily making tea and sweets. The market of milk is also
facing a competition and many companies are floating in the market with their
products with different brand names. In such a situation different factors which
influence the people choice of milk are taste and quality.

So, marketing is both philosophy and technology. It is technology

because it suggests ways and means for effective production & distribution of
goods and services in the market to give maximum satisfaction to the consumer
the marketing manager is responsible for both determining and suitability of
goods and services in the market to give maximum satisfaction to the consumer.

7
 The Evolution of Ice Cream
Ice cream's origins are not known to reach back as far as the second century
B.C., although no specific date of origin nor has inventor been undisputable
credited with its discovery. We know that Alexander the Great enjoyed snow
and ice flavoured with honey and nectar. Biblical references also show that
King Solomon was fond of iced drinks during harvesting. During the Roman
Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent runners into the
mountains for snow, which was then flavoured with fruits and juices.
Over a thousand years later, Marco Polo returned to Italy from the Far East with
a recipe that closely resembled what is now called sherbet. Historians estimate
that this recipe evolved into ice cream sometime in the 16th century. England
seems to have discovered ice cream at the same time, or perhaps even earlier
than the Italians. "Cream Ice," as it was called, appeared regularly at the table of
Charles I during the 17th century. France was introduced to similar frozen
desserts in 1553 by the Italian Catherine de Medici when she became the wife
of Henry II of France. It wasn't until 1660 that ice cream was made available to
the general public. The Sicilian Procope introduced a recipe blending milk,
cream, butter and eggs at Caf Procope, the first caf in Paris.

How ice-cream is made.

Everybody has a favourite flavour or brand of ice-cream and the debate over
whose ice cream is the best rages on each year. While each manufacturer
develops its own special recipes, ice cream production basics are basically the
same everywhere.
The most important ice cream ingredients come from milk. The dairy
ingredients are crucial in determining the characteristics of the final frozen
product. Federal regulations state that ice cream must have at least 10% milk
fat, the single most critical ingredient. The use of varying percentages of milk
fat affects the palatability, smoothness, colour, and texture and food value of the
finished product. Gourmet or super premium ice creams contain at least 12%
milk fat, usually more.

8
Ice cream contains non-fat solids (the non-fat, protein part of the milk), which
contribute nutritional value (protein, calcium, minerals and vitamins). Non-fat
dry milk, skim milk and whole milk are the usual sources of non-fat solids.
The sweeteners used in ice cream vary from cane or beet sugar to corn
sweeteners or honey. Stabilizers, such as plant derivatives, are commonly used
in small amounts to prevent the formation of large ice crystals and to make a
smoother ice cream. Emulsifiers, such as lecithin and mono- and triglycerides,
are also used in small amounts. They provide uniform whipping qualities to the
ice cream during freezing, as well as a smoother and drier body and texture in
the frozen form.
These basic ingredients are agitated and blended in a mixing tank. The mixture
is then pumped into a pasteurizer, where it is heated and held at a predetermined
temperature. The hot mixture is then "shot" through a homogenizer, where
pressure of 2,000 to 2,500 pounds per square inch breaks the milk fat down into
smaller particles, allowing the mixture to stay smooth and creamy. The mix is
then quick-cooled to about 40°F and frozen via the "continuous freezer" method
(the "batch freezer" method) that uses a steady flow of mix that freezes a set
quantity of ice cream one batch at a time.
During freezing, the mix is aerated by "dashers," revolving blades in the freezer.
The small air cells that are incorporated by this whipping action prevent ice
cream from becoming a solid mass of frozen ingredients. The amount of
aeration is called "overrun," and is limited by the federal standard that requires
the finished product must not weigh less than 4.5 pounds per gallon.
The next step is the addition of bulky flavourings, such as fruits, nuts and
chocolate chips. The ingredients are either "dropped" or "shot" into the semi-
solid ice cream after it leaves the freezer.
After the flavouring additions are completed, the ice cream can be packaged in a
variety of containers, cups or moulds. It is moved quickly to a "hardening
room," where sub-zero temperatures freeze the product to its final state for
storage and distribution.

9
 COMFED - Story of White Revolution in Bihar.
The Bihar State Milk Co-operative Federation Ltd. (COMFED) came into
existence in 1983 as the implementing agency of operation flood programme of
dairy development on Anand pattern in the state. All the operations of erstwhile
Bihar state Dairy Corporation were handed over to COMFED.

Five district level milk producers‟ coop unions affiliated to the milk
federation were covering eighteen districts until the end of Operation Flood
programme in March 1997 (end of the eight plans). One more milk union was
organized during 2009-09 and has been affiliated. Making total no. of milk
unions six covering all districts of Bihar.

Different milk unions, which are organizing the DCS network in

these districts
I. Vaishali Patliputra Dugdh Utpadak Sahkari Sang Ltd (VPMU),
Patna - Patna, Vaishali , Nalanda, Saran, & Sheikhpura
II. Deshratna Dr. Rajendra Prasad Dugdh Utpadak Sahkari Sangh Ltd.
(DRMU) Barauni – Begusarai, Khagaria, Lakhisarai, and parts of
Patna.
III. Tirhut Dugdh Utpadak Sahkari Sangh Ltd (TIMUL), Muzaffarpur
– Muzaffarpur, Sitamarhi, Sheohar, E.Champaran, Siwan,
Gopalganj, & West Champaran.
IV. Mithila Dugdh Utpadak Sahkari Sangh Ltd. (MMU), Samastipur –
Samastipur, Darbhanga & Madhubani
V. Shahabad Dugdh Utpadak Sahkari Sangh Ltd. (SMU), Arrah –
Bhojpur, Buxar, Kaimur and Rohtas.
VI. Vikramshila Dugdh Utpadak Sahkari Sangh Ltd. (VIMUL),
Bhagalpur – Bhagalpur, Munger, Banka and Jamui.

10
 Coverage by other Dairies of COMFED
i. Magadh Dairy Project, Gaya Dairy, Gaya – Gaya, Jehanabad,
Aurangabad, Arwal & Nawada
ii. Kosi Dairy Project, Purnia Dairy, Purnia – Purnia, Araria, Katihar,
Kishanganj, Supaul, Saharsa & Madhepura.
iii. Jamshedpur Dairy – East, West Singhbhum & Saraikela
iv. Ranchi Dairy – Ranchi, Gumla, Lohardagaa, Hazaribagh, Simdega &
Chatra.
v. Bokaro Dairy – Bokaro, Dhanbad & Gridih

11
 Objectives of the project

The ultimate aim of marketing is to meet and satisfy customer‟s

needs, wants and desires. But “knowing customers” is never
simply. Customers may state their needs and wants otherwise; they
may not in touch with their deeper motivations. They may respond
to influences that change their mind last minute.
In simple words, the consumer behaviour refers to the
behaviour that consumers display in searching for purchasing,
using evaluating and dispersing of products and services that they
expert would satisfy their needs. It is also the study of how
individuals make decisions to spend their available resources
(Time, Money, Efforts) on consumption related items. The
objectives of the research are as follows:
`
 Assessing the ice-cream market of Sudha, ( Phulwarisharif,
Razabazar, Patliputra colony, Kadamkuan, Kankarbagh &
Patna city)
 Assessing Sudha Dairy‟s position in the territory vis-à-vis
other brands.
 Assessing the reasons of dissatisfaction within the user &
seller.
 Suggesting remedial course of action for Sudha Dairy.
 Being a student of marketing research I feel that this type of
survey is a wonderful opportunity to understand the basics of
marketing and at the same time to understand the basics of
marketing and at the same time to improve my research skill
by having direct interaction with all type of people that is
from elite to middle class to poor people. As this was part of
my internship therefore one of the aim was to do honestly
whatever the beauty is assign to me for the overall
betterment of carrier.

12
 Methodology of Research
The market survey was conducted on “Ascertaining the sale volume of branded
ice-cream in Patna & market share of Sudha ice-cream in Patna town”. This
study was done at Bihar State Milk Co-operative Federation Ltd.
Phulwarisharif, Patna covering the six distribution zones in Patna namely
Phulwarisharif, Razabazar, Patliputra Colony, Kadamkuan, Kankarbagh &
Patna City.

The survey through questionnaire covers a wide range of activities and factors,
which determine the response of customer about his/her dairy products
specially, milk.

The samples of 120 respondents (20/zone) were taken to represent the response
of customer.

The validity of the findings of this survey is limited to the period during which
the field survey was conducted i.e. six weeks.

o The survey covers feedback from users and sellers of Sudha Milk and
milk products.
o The study is done on survey method and suffers from this method.
o The non users although they know the product but still they are not
buying the products because of some short-comings.
o Time is major constraint.
o Some respondents & sellers did not co-operate.
o Many respondents did not provide proper information due to biasness.
o Tough climatic conditions were also not favourable.

Because of this hindrance, it may not be possible to draw any major

conclusions. However the conclusion that is drawn in this study can be
considered as indicative or suggestive in nature.

13
The seven weeks summer training is very important for a student of MBA. This
type of study gives some practical knowledge of MBA students and practical
knowledge has more relevance than theoretical knowledge for anyone.

There is no certain formula for any particular problem but the aim of this study
is to develop the ability of decision-making. Right decision at right time itself
helps an organization to run smoothly.

The training in any organization gives us an idea of different marketing

activities and main emphasis is given on “Promotional Activities”

Aspect and also it is seen how business is taken tactfully. When any problem
comes to an executive, the way of problem solving right decision making and
knowledge of different types of marketing activities gives much importance to
this study.

14
 Different programme running under COMFED
Animal health programme

 Milk Production Enhancement Programme

 Artificial Insemination Programme
 Prophylactic Vaccinations

1800000
1600000
1400000
1200000
1000000
800000
600000
400000
200000
0
2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

 Mastitis control Programme

 Deworming
 Veterinary Camps
 Feed & fodder (Figures in metric tonnes)

70000

60000

50000

40000

30000

20000

10000

0
2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

15
  Milk Procurement (Quantity in Thousand Kgs per day)

1200

1000

800

600

400

200

0
2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012

Upcoming New Projects:

o Jamui Dairy
o Dehri-on-sone Dairy
o Biharsharif Dairy Project

Liquid Milk Marketing moved up from 100.55 thousand litres per day in 1987-
88 to 106.54 thousand litres per day in 1992-93. However, strategies adopted in
1993-94 changed the trend completely. The daily average marketing of liquid
milk in 2006-2007 was 532.11 TlPD – a fivefold increase as compared to 1992-
93 was recovered.

Marketing of milk and milk products is being done in about 105 towns/cities
through 7982 (including 407 whole day booths/parlors) outlets in Bihar,
Jharkhand and adjoining areas of these two states.

Expanding the network of marketing and maintaining high quality standards has
been the key to success.

16
Daily average milk marketing (Quantity in thousand lts/day)

900
800
700
600
500
400
300
200
100
0
2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012

 Total sales of Sudha Milk Products (in metric tonnes)

18000

16000

14000

12000

10000

8000

6000

4000

2000

0
2004-2005 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

17
 COMFED TURNOVER (Figures in lakhs)

160000

140000

120000

100000

80000

60000

40000

20000

0
2000-2001 2001-2002 2003-2004 2006-2007 2008-2009 2009-2010 2010-2011

18
 Competitor’s profile
Flavoured ice-creams
 Amul
 Anuj Dairy Pvt Ltd. (Snowballs)
 Danone
 Kwality Wall‟s
 Vadilal
 Golden Dairy Products Pvt Ltd.
 Naturals
 Cream Bell
 Treat
 Gayatri Soya Milk

All the above mentioned above are the competitors to Sudha who plays a
very dominant role in Patna City, but the two of the above, Amul & Anuj
are the major competitors of COMFED in Patna as well as in Bihar
market. Raj fresh milk of Anuj Dairy private ltd. is the major competition
in fresh milk category to Sudha in Bihar whereas Amul is the biggest
competitors in others milk related products to Sudha in Bihar market.

Whereas in Ice-cream category there are various numbers of competition

in Patna market to Sudha such as Snowball, Golden, Treat, Kwality
wall‟s, Vadilal, Cream Bell etc.

19
 Amul

Gujarat Cooperative Milk Marketing Federation

GCMME: An overview

Gujarat Cooperative Milk Marketing (GCMMF) is India‟s largest food products

marketing organisation. It is a state level apex body of milk cooperatives in
Gujarat which aims to provide remunerative returns to the farmers and also
serve the interest of consumers by providing quality products which are good
value for money.

Members- 13 district cooperative milk producers‟ union

No. of producer members- 3 million

No. of village societies- 15,322

Total milk handling capacity- 14 million litres per day

Milk collection (Total – 2010-2011) - 3.5 billion litres

Milk Collection (Daily Average 2010-2011) - 9.25 million litres

Milk drying capacity- 653 Mts. Per day

Cattle feed Manufacturing capacity- 3821 Mts. Per day

20
 Anuj Dairy Pvt ltd.

It is engaged in the processing of milk & milk products and within

short span of time it became popular among the dairy goods lovers. Agmark is
given in recognition of its quality and purity. Its popularity is now without
reasons. The company opened its own showroom “Dudha” at Nala Road &
Boring Road Crossing, Patna to make available its dairy goods like milk,
paneer, ghee, butter, khoa, peda, lassi and ice-cream to the consumers. Dairy
goods is sold in the market under the brand name of „Raj‟ and ice-cream under
the brand name of “Snowball”.

For the first time in Patna it turned milk from a commodity to a brand. To make
quality milk available to the consumer requires advanced technology, skilled
manpower and swift working. A cattle whose milk is processed in plant live in
natural environment and remains free from pollution, disease and hormonal
injections.

First of all milk goes to rigorous test. Test is being done by the experienced
chemist and advanced testing equipments. Immediately it is pasteurised by high
temperature short time continuous pasteuriser.

This machine is bought from Alfa level (Sweden) the most reputed company in
the field of dairy equipments manufacturers. Pasteurisation is the process
through which milk is freed from harmful bacteria. From pasteuriser milk goes
to automatic packing machine where it is packed for supply in the market
through company‟s marketing network. The important point is that milk is not
touched by hand in the whole processing line. Milk only passes through food
grade stainless steel line. The process through latest technology and immediate
supply in the market keeps it fresh, hygienic and thus consumable. This is the
reason it has established an edge over the other milk available in the market.

21
 Descriptive Summary
In this research I have used both the methods of data collection i.e.
primary & secondary. Primary data collected through questionnaire
and secondary data is collected through in house journals, sales
person and dealer/retailer. The basic focus of the survey was to do
SWOT analysis of different brand of milk for Patna Dairy Project,
Patna.

Sampling method; Judgmental Sampling:

The samples were on judgement and convenience. A sample size of
120 respondents was taken. The sampling unit was customers of
Patna for which this sample size as considered a fair representative
of the mentioned. The sample consisted of dealers/retailers spread
over the entire area of the distributor.

For analysis & interpretation of data the research used:

Percentage = No. of Respondent/Total no. of respondents X 100

Research design:-
During the research I have used the descriptive and
diagnostic research which is concerned with describing the
characteristic of a particular individual, of a group, where as
diagnostic research studies determine the frequency with which
something occurs or its association with something else.
In a descriptive or diagnostic study the first step is to specify the
objectives with sufficient precision of ensure that the data collected
are relevant.

22
 Survey Analysis (Sample Size- 120; 20/zone)
Q.1.Which age group you belong to?

18% 18%

10-20 yrs
10% 20-30 yrs
30-40 yrs
40 & above

54%

Q.2. what is your gender?

100

50

Male
Female

23
Q. 3.Are you a consumer of Sudha products?

0%

Yes
No

100%

Q.4. Varieties of Sudha products you had?

120

100

80

60

40

20

0
Sudha flavoured Sudha Peda Sudha Dahi Sudha Ice-cream others
milk

24
Q.5.Is Sudha flavoured ice-cream your favourite of all Sudha products?

80

70

60

50

40

30

20

10

0
Yes No

Q.6. How often you have Sudha flavoured ice-cream?

5%

28%
23%
Frequently
Occasionally
Rarely
Seldom

44%

25
Q.7. Do you know in how many flavours Sudha flavoured Ice-cream is
available?

70

60

50

40

30

20

10

0
Yes No

Q.8. The quality of Sudha flavoured ice-cream is:

45

40

35

30

25

20

15

10

0
Excellent Very good Good Average

26
Q.9.Sudha flavoured ice-cream tastes…..

80

70

60

50

40

30

20

10

0
Tasty Ok-Ok Satisfactory Bad

Q.10. How do you feel after having Sudha flavoured ice-cream?

60
50
40
30
20
10
0
Refreshing
Energetic
Better
No change

27
Q.11.How do you rate Sudha flavoured ice-cream in terms of price?

6%
27%
27%
Costly
Fair
Reasonable

40% Cheap & best

Q.12. What you rank Sudha flavoured ice-cream milk as compared to other
flavoured ice-cream available in the market (Amul, Raj, Danone, others).

60
50
40
30
20
10
0
Top
Next base
Average
Bottom

28
Q.13.In which field do you think Sudha flavoured ice-cream needs
improvement?

5%

23%
Price
Quality
Quantity
54%
Availability

18%

Q.14. Will you advice others to have Sudha flavoured ice-cream?

120

100

80

60

40

20

0
Yes No

29
Q.15. How is quality consistency of our product?

40

30

20

10

0
Excellent
Very good Good Series 1
Satisfactory
Poor

Q.16. How is the promotional activity of our organization?

45

40

35

30

25

20

15

10

0
Excellent Very good Good Satisfactory Poor

30
 SWOT Analysis of Sudha Dairy
STRENGTHS
 The major strength of the Sudha
Dairy is the different variety of
milk and a recognized Brand
name.
 The increasing demand for these
products presents a great
opportunity for the Sudha Dairy
to increase and scale up the
production.
OPPORTUNITIES
 There is scope of business as
there is a demand for dairy
products.
 Sudha Dairy should open more
outlets to get the maximum
advantage of the demand.
 Need to put more stress in the
face-to-face direct marketing to
reach the customers.
 The increasing demand for these
products presents a great
opportunity for the Sudha Dairy
to increase and scale up the
production.
WEAKNESS
 Not sufficient amount of dairy
outlets in places like Patna city,
Kankarbagh
 Fewer margins given to the
Outlet owners to match the
existing competitors.
THREATS
 Increasing competition from the
other brands like Raj, etc.
 Strong supply chain
management by the competitors.
 Strong marketing strategy by
competitors by offering the
discount coupons to consumers
and providing healthy
commissions to the retailers.
31
 Issues raised by the customers
o According to Prof. A.Dayal (Godda college, Jharkhand), there has been
unexpected decrease in the nutritional value of the products in the region
as compared to the products of same brand sold at Vellore.
o On the other hand stated by Mr. Omprakash, the unavailability of retail
store in Ambedkar Path colony area, Razabazar.
o There was a request from Mr. U.K.Sinha of Gardanibagh regarding door
to door delivery of the milk & milk products.
o According to Sub Inspector Vinay Kumar Rai & many more there has
been slight increase in price of the products which is not favourable for
the middle class section of the society which consumes the majority of
products.
o According to Subham verma who is a student, there is decrease in quality
& taste in peak season.
o There has been a serious issue arised by Mr. Ram Das Shah of Nehru
Nagar regarding less quantity of Khoa present in the printed packets.

Issues raised by the dealers/retailers

o According to Mr. Shashi Bhushan Singh who is in this business from last
15 years, there has been no meeting since 2003, no rewards and prize for
the motivation for increase in sales. The salary is also not as expected and
is constant since long. There is demand of products from Barauni,
Muzaffarpur DCS eg. Balusahi, Honey, Kalakand, Ram dana lie. Despite
of this they are not available by the distributor. He also arise the
unavailabity of the dress code for the dealers.
o There has been an important point raised by various retailers/dealers
regarding carry bags and change in terms of money. E.g. the cost of a
lassi packet is Rs. 9 then there is not sufficient amount of change
available. Retailers/dealers buy their own carry bags and give it with the
products to the customers.
o According to Mr. Shashikant of Razabazar there is never full order
delivery at time.
o According to Mr. Jawahar lal of Gandhi Maidan there is no manufactured
date printed on the ice-cream packets which creates confusion in mind of
the customers.

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 Findings & Recommendations
o Sudha flavoured ice-cream is like by majority of people as we saw earlier
in the graph. More than50% Sudha customers liked Sudha flavoured ice-
cream.
o Most of the consumers are not aware of different flavoured ice-cream of
Sudha.
o Customers like the quality of the flavoured ice-cream almost majority of
them consumers are in favour of Sudha flavoured ice-cream‟s quality &
they find it good.
o Majority of consumers says that after having Sudha flavoured ice-cream
they feel refreshing & energetic.
o Most of the consumers find the price of Sudha flavoured ice-cream
reasonable. For them the price is affordable.
o Majority of consumers are not satisfied with the location of Sudha outlets.
They want more convenient locations.
o More than 50% of the consumers rank Sudha flavoured milk on Top.
o I have observed that people of age group 20 to 30 are maximum
consumer of Sudha flavoured ice-cream , so the target market of Sudha
flavoured ice-cream is people of age group 20-30 years & also kids of age
group 10-20 because kids are always easy targets.
o Some of the consumers want some improvement in the quantity, quality
& price.
o But 40% the consumers don‟t think that Sudha is consistent in
maintaining the quality of its product. This is a thing to worry because
inconsistency in the quality of the product can lead to decrease in loyal
customer.

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 Summary & Conclusions
The following finding drawn by the respondents in Patna (Six Zones).

 The classification of respondents were as follows:

Male – 95% respondents
Female – 5% respondents
 The brand name Sudha has awareness to the fullest extent and all
the respondents knew very well about it. As it was the oldest brand
of milk and ghee available in Bihar. All these respondents know
about it through advertisement and through the retailer.
 Most of the respondents were buying Milk and Milk products
through open markets and only a very few percentage of
respondents bought them from retailers. Open market plays a
dominant role when it comes to distribution and sales of Milk and
Milk products and they are major influences in the buying of a
particular brand of Milk and milk products. That is what has been
portrayed in this study.
 Almost every respondent‟s deals through cash and carry mode of
payment with the sellers. This is because of none of the companies
in the market do now support any credit transactions.
 75% of the respondents said that quality of Sudha products is the
thing that they admit the most and few others said that they
admired competitive price of Sudha. Whilw some of others also
admired its availability and its agent‟s service. This means that
Sudha has maintained its quality since its inception.
 Recommendations for improvements of Sudha flavoured ice-cream
are seen as follows:
 Improvement of quality
 Improvement in service
 Improvement in availability
 Improvement in packaging

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  The respondents were using more of Sudha flavoured ice-cream when
compared to any other products.
 The major problem faced by retailers/dealers is the supply problem i.e.
problem with the distribution. The company should aim at improving its
Supply Chain Management.
 The company should increase incentive that can increase retailers/dealers
nominal income. This can be done through certain schemes that increase
the overall sales.
 The company should get a proper feedback from retailers/dealers time to
time. In case they are facing any problem it can be solved timely, without
delays.
 There is a problem of date also being faced by retailers. The date printed
in one day previous. If retailers get the same day‟s milk in the evening
(which is not so), the retailers can sell some of the same day‟s milk in the
evening itself and the remaining would be happily acceptable by people
in the morning, next day.

COMFED‟S success point to the critical importance of professional

management that is free from political interference. Its horizontal production
base and vertically integrated structure were conducive to broad membership
and participation and its business design focused on sustaining the financial
interest of members. - The World Bank

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 Learning from the SIP

 Organizational structure of Sudha Dairy.

 Distribution system in the Dairy.
 Understand the Supply chain management (procurement to
distribution).
 Different techniques to increase the sales.
 Different marketing processes used in a Dairy.
 Different practices for the sustainable business environment done
by COMFED (Rashtriya krishi vikas yojna, Bihar women dairy
project, Scheme of renewable sources of energy, Bihar rural
livelihood project).
 Last not the least the practical approach in an organization to
obtain its objective.

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 Customer’s Questionnaire
1. Name & Address: ……………………………………………………………………………………………………………

2. Age: ………………………………………………………………………………………………………………….

3. Professional Profile :
(a) Employed (b) Self –employed
(c) House Wife (d) Student

4. Which age group you belong to?

(a) 10-20 (b) 20-30
(c) 30-40 (d) 40 & above (e)

5. What is your gender?

(a) Male (b) Female

6. Are you a consumer of Sudha products?

(a) Yes (b) No

7. Varieties of Sudha products you had?

(a) Flavoured milk (b) Peda (c) Dahi
(c) Ice-cream (d) Others

8. Is Sudha flavoured ice-cream your favourite of all other Sudha products?

(a) Yes (b) No

9. How often you have Sudha flavoured ice-cream?

(a) Frequently (b) Occasionally
(c) Rarely (d) Seldom

10. Do you know in how many flavours Sudha flavoured ice-cream is available?
(a) Yes (b) No

11. How you find the quality of Sudha flavoured ice-cream?

(a) Excellent (b) Very good
(c) Good (d) Average

12. Sudha flavoured ice-cream tastes……….

(a) Tasty (b) Ok-Ok
(c) Satisfactory (d) Bad

13. How do you feel after having Sudha flavoured ice-cream?

(a) Refreshing (b) Energetic

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(c) Better (d) No change

14. How you rate Sudha flavoured ice-cream in terms of price?

(a) Costly (b) Fair
(c) Reasonable (d) Cheap & best

15. Where you rank Sudha flavoured ice-cream as compared to other competitors available
in the market (Amul, Raj, others)?
(a) Top (b) Next best
(c) Average (d) Bottom

16. In which field do you think Sudha flavoured ice-cream needs improvement?
(a) Price (b) Quality
(c) Quantity (d) Availability

17. Will you advice others to have Sudha flavoured ice-cream?

(a) Yes (b) No

18. How is the quality consistency of our product?

(a) Excellent (b) Very good
(c) Good (d) Satisfactory (e) Poor

19. How is the promotional activity of our organization?

(a) Excellent (b) Very good
(c) Good (d) Satisfactory (e) Poor

20. Would you like to give any suggestion for the improvement of Sudha products?

Place: ……………………. Signature of the Respondent

Date: ……………………..

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 References & Appendices
 Books & journals – Bihar towards a Development Strategy
 Sudha information docket
 Information from various staff present at COMFED.
 White revolution in Bihar.
 Internet- Wikipedia, Google, www.bihargov.in, www.comfed.org
www.google.com, Google Image.

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