CHAPTER-I INTRODUCTION

INTRODUCTION TO THE REPORT

Dairy sector is the one of the fast growing sector in India. It has gained particular importance in India today because of enormous growth in Dairy and this sector has crucial impact on the economy. The survey is conducted to know the perception of the retailers regarding the Dinshaws curd and distributors delivery system to different institutions. The main purpose of the study is to know the relation maintained by the company with their stakeholders and awareness, perception and potential of the Market. In case of dealers it was to find out the movement of the product and which companys product record the highest sale and also the promotional activities undertaken by the company for the dealers. In case of Institutions it was to find out the usage of curd and their preference towards a particular brand for the intake of curd. It was also to find out their reactions and their knowledge about the product and its ranking in comparison with the competitors. The main objective of this study is to understand customer awareness, perception and potential market regarding Dinshaws curd. If Dinshaws to test the effectiveness of message and media and to create awareness among the customer about the product.

Information regarding the companys advertisement, promotional strategies, branding, distribution channel and strategic related to marketing of Dairy product were worked on. Every research involves survey, data collection through the primary and secondary routes and then data analysis. The presented study is on MARKET SURVEY ON BRANDED CURD AND MEASURES TO INCREASE THE MARKET SHARE IN NAGPUR This research work entitled study of distributor of Nagpur city and their reaction for the distribution policy of Dinshaws Dairy Foods ltd.

The producers and the final consumers are the part of every distribution channel; the intermediaries could be distributors, retailers, agents, dealers etc. Every producer seeks to link together the set of marketing intermediaries that best fulfill the firms objectives. The set of marketing intermediaries is called the market channel or trade channel, it is also called as channel of distribution. When we talk about channels of distribution for consumer goods, it implies that we are concern about channel of distribution related to the distribution of goods required by the consumers. Consumers goods are the goods that are used by the people in their daily life and these goods are distributed to the consumer through distribution agency. Distribution: The process of delivering the product to the consumer is termed as distribution. Distribution management is an important part of management as it is one of the mean to deliver the product to the consumer. Distribution channel plays a vital role in the successful marketing of most products, especially consumer products. Functions performed by the distribution channel:y y y y They facilitate the sales process by being physically closer to the consumers. They bridge the makers and users efficiently and economically. Provide salesmanship. Assist in sales promotion.

THE CHANNEL OF DISTRIBUTION CAN BE SHOWN IN FOLLOWING FIGURE.

MANUFACTURER

DISTRIBUTOR

RETAILER

CONSUMER

The entire function of getting goods into the hands of the consumer is often referred to as distribution. It is the channel through which the goods are moved as smoothly as possible to the desired place. In other words, the route by which the goods are moved from place of production to the place of consumption is termed as Channel of Distribution.

COMPANY PROFILE

DINSHAWS DAIRY FOODS LIMITED Company Name: Dinshaws Dairy Foods Ltd. Country/ Territory: India. Address: Gittikhadan Curd product: Plain curd and skimmed curd. Other products: Milk, Paneer, Ghee, Butter and Ice-cream. Business type: Manufacturer. No. of Employees: Approx 500. Annual sale Range (USD): Above US $ 100 million. Certificates: ISO 22000, Food safety certified company. Year: 1990 Managing Director: Mr. J.E. Rana Mission: We are together here to delight and satisfy all curd consumers by continuous improvement of1) Product Quality, 2) Product Innovation and 3) Product Presentation. This shall be achieved by employing a blend of artisan skills and use of modern technology.

Dinshaws Dairy Foods Limited is a joint venture between Bapuna and Rana families of Nagpur. Dinshaws is a name associated with discerning consumers for dairy products for many regions of India. It manufactures products like ice-creams, lollies, paneer, milk, butter, ghee and shreekhand. The products are FMCG (Fast Moving Consumer Goods) which are Direct to Consume (DTC). Dinshaws is HACCP and ISO approved in the year 2004. The FDA law regulates Dinshaws, which is a middle-scalar unit situated in about 1.5 acres of area of dairy of Gittikhadan and approximately 15-20 acres of ice-cream plant at Butibori.
5

History and Background of Dinshaws Two enterprising brothers DINSHAW and ERACHSHAW RANA started a small dairy business in Gittikhadan, on the outskirts of Nagpur. Their obsession with quality and transparent business practices brought prosperity and confidence to the young business men. When opportunity knocked in the form of an Englishman who suggested that they would try manufacturing ice-cream, the idea was translated into reality. Dinshaws Ice-cream was born in 1933 when Nagpurians came to know the creamy, hand-churned delicacy. Initial Growth An alien concept, ice-cream eating was considered a luxury, which could only be indulged in on very special days during the sweltering heat of Nagpurs grueling summer. By midforties, Nagpurs gentry had extended ice-cream eating into the winter and the same Dinshaws had become synonymous with the ice-cream in Nagpur. The Second Generation Growth Shyam Dinshaw Rana and Jimmy Erachshaw Rana put on the mantles of their august fathers. Burning with the same zeal to succeed, the same uncompromising attitude towards quality and service, the Rana cousins struck out wider horizons in 1981. With an invest of just Rs.5 lakhs, a small factory came to replace the cattle pounds. The dairy business gracefully gave way to its prospering offspring, the ice-cream business. The magic of DINSHAWS Goodwill spawned a network of enthusiastic dealerfranchises all over Central India, where Dinshaws enjoy near monopoly even today. Success breeds success. The sound business principles of the founders, which gave them their initial success, became the foundation of Dinshaws business edifice. Quality consciousness went beyond the quality of relations with employees, business associates and its ultimate consumers. By 1987, Dinshaws was known in Central India as not only the company which makes the best ice-creams but also the company that built best relations. By 1989, cold storage depots had sprung up in Raipur, Jabalpur, Indore, Akola, Aurangabad, Pune, Hyderabad, Guntur and Visakhapatnam more by pressures of demand than by design.
6

Consumer appreciation for its products and for its credo of VALUE FOR MONEY forced continuous expansion and modernization of manufacturing capacities which today are to the tune of 35,000 liters of ice-cream per day. By 1990 the business was experiencing difficulty in getting regular supplies to meet its ever increasing needs. The obstacles were turned into an opportunity to diversify into dairy business. Being a responsible corporate citizen aware of the needs of protecting environment, Dinshaws have invested more than 70 lakhs in an Effluent Treatment Plant (ETP), which is a model for any industry of its size. As in all other areas, Dinshaws foray in Bombay has been on a low key. Yet Dinshaws has been able to grow in the face of competition from national and multinational giants of the industry because of the inherent strength of its products, policies and people. In 2003, Dinshaws made a giant venture with Bapuna. Plant Dinshaws Dairy Foods Limited has its milk processing plant (packaged milk, curd, butter milk) in Gittikhadan, Nagpur and ice-cream manufacturing plant at MIDC, Butibori, and 25 Km from Nagpur city. 1,50,000 Liters of milk and 1,00,000 Liters of ice-cream are processed per day. The companys products are marketed under the brand name of Dinshaws through more than 8500 outlets spread across 12 states. Now, the Dinshaws is an automated company. For up gradation in technology, packaging, production etc. the plant is installed with machinery of the best available state of art technology and sophistication. This changed the marketing strategies and they can send their product to far and wide markets without compromising quality and purity. Dinshaws is producing around 142 varieties of products. It is famous in market for its taste and quality products. Their products are tasty, nutritious, refreshing and exotic and are readily being accepted by the consumers. The turnover of the company is nearly about 200 crores.

Presence of Dinshaws The ice-cream products are distributed all over India where as the dairy products are mostly distributed in Central India and some parts of North India. Northern Region UP, Rajasthan, MP, Chhattisgarh, Orissa, Jharkhand. Western Region Maharashtra, Gujarat Southern Region AP, Goa, Karnataka, Kerala.

Certification of Dinshaws y HACCP (Hazard Analysis Critical Control Point) HACCP is a process control system that identifies and prevents microbial chemicals and other hazards in food. Potential food hazards could be biological (microbes), chemical (toxin) or physical (adulterants). The certification is designed to prevent problems before they occur and to correct them as soon as they are detected. This preventive system is recognized and respected by the scientific community as well as international food quality organizations as the most effective approach to the manufacture of the safe food.

ISO 22000 ISO 22000 defines the requirements of food safety management system covering all the organizations in the food chain including the catering and packaging companies. ISO 22000 is a safety standard that is accepted and trusted over the world.

ISO 9000 ISO 9000 is a family of standards for quality managements systems.

COMPETITORS

AMUL

HALDIRAM

JERSEY

AMUL: THE TASTE OF INDIA

Amul Masti Dahi

Product Details Tab.no.1 Product Name Description Packing Amul Masti Dahi Curd made from Pasteurised Toned Milk Poly Pack - 200 gm, 400 gm, 1 kg * PP Cup - 200 gm, 400 gm, 100 gm * * In Selected markets only

Product Specifications Tab.no.2 Composition Nutritional Information Nutritional Information* Amount per Energy Energy from Fat Total Fat Saturated fat Cholesterol Total Carbohydrate, g Added Sugar Protein Calcium Phosphorus Sodium Thiamine Riboflavin Niacin Folic Acid Vit. A (Retinol) Not a significant source of Vitamin C, Iron and Dietary fiber. *Approx. values Shelf Life Storage condition
10

100 g 62 kcal 28 kcal 3.1 g 1.9 g 8 mg 4.4 g 0g 4.1 g 183 mg 158 mg 61 mg 51.5 mcg 146 mcg 122 ncg 9.2 mcg 65 mcg

Poly Pack - 7 Days from the date of packaging PP Cup - 15 Days Under Refrigeration (Below 80C)

Product Features
y

Dahi or Curd plays a key role in the Indian diet and in preparation of delicious dishes like Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai Food.

It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It is also used to marinate veg. and non-veg. dishes.

y y

Dahi is well known for its nutritive values. The answer to making great tasting dishes is fresh, creamy and good quality dahi "Amul Masti Dahi."

"AMUL MASTI" Dahi:

y

Making fresh Dahi is cumbersome, time consuming chore and can cause great embarrassment to the house wife when it is not prepared properly.

Dahi prepared by local shop owners or at home varies in terms of quality & culture used.

Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperatures to grow beneficial bacteria and to avoid growth of harmful bacteria.

y y

It is difficult to maintain controlled conditions at Home or at local shop level. Many times the quality of Dahi available from the local market is far from satisfactory and often found to be contaminated as the culture used do not contain 100% beneficial bacteria.

y y

AMUL Masti Dahi is a pasteurized product i.e. free from unwanted bacteria. AMUL Masti Dahi is prepared with selected culture having pro health bacteria. The culture is developed after in depth research.

11

Superiority of Amul Masti Dahi:

y

Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free from added sugar.

y y

What's more, Amul Masti Dahi doesn't contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives excellent curd.

Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub as well as convenient pouch and thus free from possible adulteration.

y y

Amul Masti Dahi is high on nutrition and taste. Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more delicious at the snap of your fingers.

The live microflora in Amul Masti Dahi helps the digestive system and enhances the immune system's ability to fight harmful organisms. It improves the body's natural defenses and helps keep the body functioning at its best.

Amul Masti Dahi having a probiotic nature contains live bacterial culture which increases milk digestibility, quickens recovery from certain types of diarrhea, skin infections, enhances immune function of the body and encourages the body to function in the best possible and most natural way.

Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats, calcium, phosphorous, magnesium, zinc, iodine and vitamins.

y y

Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium. Amul Masti Dahi is a quality product from the house of "Amul" at affordable price which gives "value for money".

Product Application
y y

Direct consumption Making of :Lassee, Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai Food.

To marinate veg. and non-veg. dishes

12

Available in (Segments/Markets) Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP, Mumbai, Pune, Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai, and Bangalore.

Amul Probiotic Dahi

Product Details Tab.no.3 Product Name Description Probiotics are living micro-organisms, which when ingested or locally applied in sufficient numbers confer one or more specified, demonstrated health benefits on the consumer. As against Antibiotic, Pro-biotic means 'for life', which indicates an essential property of probiotic cultures. A growing awareness of the relationship between diet and health has led to an increasing demand for food products that are able to enhance health as well as provide basic nutrition. Packing 200g & 400g Amul Probiotic Dahi

Product Features
y y y

Helps maintain a healthy digestive system Calcium content helps build stronger bones and teeth Enhances immune function of the body.

13

Amul Flaavyo Yoghurt

Product Details Tab.no.4 Product Name Description Packing Amul Flaavyo Yoghurt Flavoured Probiotic Yoghurt 100 g Cup

Product Specifications Tab.no.5 Composition Toned Milk, Sugar, Fruit Pulp Compound, Stabilizer , Active Probiotic Culture and Vitamins Nutritional Information Shelf Life Storage condition Best Before 15 days from Packaging Keep Under Refrigeration below 8C 117 kcal/100 g

Product Features
y y y y y y

Tasty, Healthy and refreshing treat for all age people. Contains live probiotic bacteria which helps digestion and improve immunity. Made with special culture to give a smooth, mild acidic taste. It is made from natural ingredients. Fortified with essential vitamins. Available in five flavours namely Mango, Pineapple, Strawberry, Vanilla and Misty Doi.

14

Product Application
y y

As a healthy dessert. For on the go consumption.

Available in (Segments/Markets) Available in Gujarat and Maharashtra. HALDIRAMS: TASTE OF TRADITION

Mishti Doi
Product Name: Mishti Dahi. Packing: 500 g and 1 kg earthen pots. Composition: Toned Milk, Sugar, dates, proteins and vitamins etc. Shelf life: Best before 10 days of packaging. Storage condition: Keep Under Refrigeration below 8C Product Features:
y y y y y

Tasty, Healthy and refreshing treat for all people. Contains live bacteria which helps digestion and improve immunity. Made with special culture to give a smooth and sweet taste. It is made from natural ingredients. Fortified with essential vitamins.

15

JERSEY: Jersey curd

Cream line dairy offers jersey curd. JERSEY curd is prepared with fresh quality milk under the influence of lactic acid bacteria at around 40oC. The milk, inoculated with bacterial culture, is hygienically packed in clean food grade plastic cups and sealed by an automated packing machine prior to incubation. After curd achieved the desirable properties, it is kept at chilled temperature until delivered to customer. JERSEY curd is a fresh, safe, hygienic and tasty product which has all nutritious goodness of milk. JERSEY CURD is available in quantities of 100 g, 200 g, and 500 g with a shelf life of 7 days at chilled storage conditions.

16

RESEARCH OBJECTIVES
      

To know the market share of branded curd (Dahi) in Nagpur. To analyze the competitors of branded curd in Nagpur. To analyze the potential market and defining the new strategies for growth. To analyze consumer buying behaviour towards branded curd. To study various parameters- quality, quantity, price, advertisement, taste, packaging, durability with respect to existing branded curd. To evaluate the reasons for preference of particular brand. To study institutional conditions to prefer the offered curd.

17

RESEARCH METHODOLOGY Process of Research Methodology Fig.no.1

Research design- Alternatives and choices: Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their strengths, and their weakness will help us to select the type best suited to a specific problem. The general two types of research are:EXPLORATORY RESEARCH: The major emphasis in such studies is on the discovery of ideas and insights. This will help us to design new strategies for expansion. DESCRIPTIVE RESEARCH: Descriptive research is concerned with describing the characteristics of particular individual or a group. This will help us to know consumer and institutional behaviour toward Dinshaws Dahi.

18

The descriptive research helps us to know what are the objectives of the study. Methods to collect and analyse the data, and finding facts about Dinshaws Dahi.

RESEARCH INSTRUMENTS USED IN DETAILS: The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of: y y Multiple choice questions Dicthomus

MULTIPLE CHOICE QUESTIONS: In this type of questions there are multiple options from which the respondents have to select according to their preference.

DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either Yes or No.

SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually.

19

SAMPLING METHODS: The sample designs used in this project are of two types i.e. 1. Cluster sampling 2. Convenience sampling. The total sample size will be 200

CLUSTER SAMPLING: Nagpur area will be divided according to various areas for survey.

CONVINIENCE SAMPLING: Samples will be chosen according to convenience basis.

SAMPLING: Sampling Technique: Non probability sampling. Sample Unit: People who buy branded curd available in retail outlets, superstores, etc. Retailers and institutional buyers. Sample size: 50 retailers and 150 institutions Method: Direct interview through questionnaire. Data analysis method: Graphical method Area of survey: Nagpur City Timing of survey: 12.00 pm to 4.00 pm for retailers, institutions. Schedule of project:Institutional survey Retail survey : 01/06/11 to 11/07/11 (1 Month and 10 days) : 12/07/11 to 21/07/11 (10 days)

20

LIMITATIONS OF THE RESEARCH

 Research is done on the basis of aspects to be covered with in a limited given time (50 days) and also which is not supposed to be adequate to get familiar with the whole process.     Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. When researcher interviewed RETAIL SHOPS AND INSTITUTIONS, sometimes they use to give answers under the influence of working condition. As summer training is going under morning or afternoon time so sometimes respondents are busy to run his business or completing work. Limited rights given by Company to deal with the prospective customer.

21

CHAPTER-II CONCEPTUAL BACKGROUND

22

CONCEPTS AND DEFINITION

MARKET SURVEY Definition: The study of the spending characteristics and purchasing power of the consumer who are within your business's geographic area of operation; a research

method for defining the market parameters of a business. Market survey--where you actually speak to members of your target audience--are an important part of market research. You can choose to hire a company to do it for you, but conducting the interviews yourself will most likely give you a much better idea of the needs of your target audience and will provide you with insights that you might not otherwise have gleaned. If you're going the do-it-yourself route, you'll probably want to act as the focus group moderator. As the moderator, you'll want to encourage an open-ended flow of conversation and be sure to solicit comments from quieter members, or you may end up getting all your information from the talkative participants only. Also, when conducting any type of survey, whether it's a focus group, a questionnaire or a phone survey, pay particular attention to customers who complain or give you negative feedback. You don't need to worry about the customers who love your product or service, but the ones who tell you where you're going wrong provide valuable information to help you improve.

MEASURE TO INCREASE MARKET SHARE To increase market share a business has to take customers from its competitors or attract new customers. Achieving this requires a thorough understanding of both your own customer base and that of rival businesses.

Having the answers to the following questions will help you build a comprehensive picture of your market and your competitors and put you in a stronger position to win a bigger market share.
23

Who are your existing customers? Are there any other groups that may require your product or service that you haven't targeted before? Can your product or service be used for purposes you had not previously considered that could make it appealing to a wider market?

What are your competitors' strengths? Do you have these too? If not, why not - and should you have them?

Why do customers buy from your competitors? What advantages do you have over your rivals that may attract their customers? How can you communicate with your competitors' customers to get them to switch and buy from you instead?

y y

What is your unique selling point? Apart from obvious rivals, are there any other businesses with customers your product or service may appeal to?

Are there customers who have stopped buying from you? Do you know why? If not, you may want to ask them.

Will you need to change pricing, marketing, distribution, service levels? Could those changes upset current customers? Will your employees remain motivated?

24

CHAPTER-III DATA ANALYSIS, PRESENTATION AND INTERPRETATION

25

(I)

FOR INSTITUTIONS

1. Do you use curd? Tab.no.6 Particulars No. Of respondents Yes No TOTAL 140 10 150 93% 7% 100 Percentage

Fig.no.2

USE OF CURD
7%

YES NO

93%

Interpretation: 93% of the institutions said that yes they use curd and 4% of them said no they dont use curd.

26

2. If yes, which companys curd do you use?

Particulars Dinshaws Amul Haldiram Jersey Local/self made TOTAL Tab.no.7

No. Of respondents 58 19 11 37 15 140

Percentage 41% 14% 8% 26% 11% 100

Fig.no.3

BRAND LOYALTY
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% DINSHAWS AMUL HALDIRAM JERSEY LOCAL/SELF MADE 14% 11% 8% 26% 41%

Interpretation: 41% of the institutions prefer Dinshaws curd, 26% of them use Jerseys curd, 14% prefer Amul, 11% of them make curd by their own and 8% of them use Haldiram curd.

27

3. If no, why? Tab.no.8 Particulars No consumption Bad service Poor quality TOTAL No. Of respondents 3 5 2 10 Fig.no.4 REASON FOR NO USE Percentage 30% 50% 20% 100

20% 30% NO CONSUMPTION BAD SERVICE POOR QUALITY

50%

Interpretation: The reason for not using curd in an Institution, 50% is no bad services by the distributor, 30% is no consumption and 20% is poor quality of curd.

28

4. What is the usage of curd in your institution? Tab.no.9 Particulars Chanch Tandoor Chutney Lassi Raita Kadhi All of the above TOTAL No. Of respondents 21 46 31 17 8 11 6 140 Fig.no.5 Percentage 15% 33% 22% 12% 6% 8% 4% 100

USAGE OF CURD
40% 30% 20% 10% 0% CHANCH TANDOOR CHUTNEY

LASSI

RAITA

KADHI

ALL OF THE ABOVE

Series 1

Interpretation: As per as the usage of curd is concerned, the curd has maximum usage in Tandoor that is 33% then is being used for making chutney 22%, chanch 15%, lassi 12%, kadhi 8%, Raita 6% and some of the institutions also use curd for all of the above purposes that 4%.
29

1. How much quantity of curd required in daily basis in liters? Tab.no.10 Particulars 1-5 ltrs 6-15 ltrs 16-30 ltrs 31 and above TOTAL No. Of respondents 15 78 43 4 140 Percentage 11% 56% 31% 2% 100

Fig.no.6 QUANTITY REQUIRED

2%

11%

31%

1-5 LTRS 6-15 LTRS 16-30 LTRS 31 AND ABOVE 56%

Interpretation: Quantity required in daily basis in liters is: 1-5 ltrs: 11%, 6-15 ltrs: 56%, 16-30 ltrs: 31% and 31 and above: 2%.

30

2. Which is the most preferable packaged curd used in your institution? Tab.no.11 Particulars Plain curd Sweet curd Skimmed curd TOTAL No. Of respondents 88 12 40 140 Percentage 63% 8% 29% 100

Fig.no.7 PREFFERED PACKAGED CURD

29%

PLAIN CURD 8% 63% SWEET CURD SKIMMED CURD

Interpretation: 63% of the institutions prefer plain curd, 29% of them prefer skimmed curd and 8% of them prefer sweet curd.

31

3. From where do you get the delivery of curd? Tab.no.12 Particulars Self purchase Distributor Other suppliers TOTAL No. Of respondents 29 107 4 140 Fig.no.8 Percentage 21% 76% 3% 100

DELIVERY OF CURD
80% 70% 60% 50% 40% 30% 21% 20% 10% 0% SELF PURCHASE DISTRIBUTOR OTHER SUPPLIER 3% 76%

Interpretation: 76% of the institutions prefer delivery by the distributors, and 21% of them purchase curd by their own and the remaining 3% from other suppliers.

32

4. Do you get credit facility? Tab.no.13 Particulars Yes No TOTAL No. Of respondents 126 14 140 Percentage 90% 10% 100

Fig.no.9

CREDIT FACILITY

10%

YES NO

90%

Interpretation: 90% said YES they do get credit facility and 10% said NO.

33

(II)
1. Do you stock curd?

FOR RETAILERS

Tab.no.14 Particulars Yes No TOTAL No. Of respondents 28 22 50 Fig.no.10 AVAILABILTY Percentage 56% 44% 100

44%

56%

YES NO

Interpretation: 56% of the retailers stock curd and 44% of them dont stock curd.

34

2. If yes, which companys curd do you stock? Tab.no.15 Particulars Dinshaws Amuls Haldiram Other brands TOTAL No. Of respondents 14 7 4 3 28 Fig.no.11 Percentage 50% 25% 14% 11% 100

BRAND
50% 50% 40% 30% 20% 10% 0% DINSHAWS AMUL HALDIRAMS OTHER BRANDS 14% 11% 25%

Interpretation: 50% of the retailers stock DINSHAWS curd, 25% of them stock AMUL curd, 14% of them stock HALDIRAMS curd and 11% of them stock OTHER BRANDS.

35

3. If no, why? Tab.no.16 Particulars Low distribution Bad service Personal issue TOTAL No. Of respondents 13 8 1 22 Fig.no.12 REASON FOR NOT STOCKING CURD Percentage 59% 36% 5% 100

5%

LOW DISTRIBUTION 36% 59% BAD SERVICE PERSONAL ISSUE

Interpretation: Reason for which retailers dont stock curd is 59% because of low distribution 36% because of bad service and 5% because of some personal issues.

36

4. Which is the most preferable packaged curd? Tab.no.17 Particulars Plain curd No. Of respondents 11 Percentage 39%

Sweet curd Skimmed curd TOTAL

6 11 28

22% 39% 100

Fig.no.13

PREFERANCE OF PACKAGED CURD

39%

39%

PLAIN CURD SWEEET CURD SKIMMED CURD

22%

Interpretation: It is been seen that retailers mostly prefer plain and skimmed curd to stock which is 39% both in respect to sweet curd which is preferred by 22% of the retailers.

37

5. From where do you get curd? Tab.no.18 Particulars Distributor Other suppliers TOTAL No. Of respondents 25 3 28 Percentage 89% 11% 100

Fig.no.14 SERVICE PROVIDER

11%

DISTRIBUTOR OTHER SUPPLIERS 89%

Interpretation: 89% of the retailers get the service from the distributors and 11% of them from other suppliers

38

6.Do you get credit facility? Tab.no.19 Particulars Yes No TOTAL No. Of respondents 27 1 28 Percentage 96% 4% 100

Fig.no.15 CREDIT FACILITY

120% 100% 80% 60% 40% 20% 4% 0% YES NO 96%

Interpretation: 96% said YES they get credit facility and 4% said NO they dont get.

39

7. What are the consumers expectations from branded curd? Tab.no.20 Particulars Low price Good quality Packaging Availability TOTAL No. Of respondents 9 12 2 5 28 Percentage 32% 43% 7% 18% 100

Fig.no.16

CONSUMER EXPECTATION
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% LOW PRICE GOOD QUALITY PACKAGING AVAILABILITY 7% 18% 32% 43%

Interpretation: As per retailers consumer mostly prefer good quality curd that is 43% and secondly they look for low price that is 32%, thirdly they go for availability of curd that is 18% and lastly they see packaging that is 7%.

40

CHAPTER-IV FINDINGS, CONCLUSION & SUGGESTIONS

41

FINDINGS
y During the survey it was found that still there are 15% (Rural Areas) people who have not tasted Dinshaws curd. y y y y No regular visit of Marketing Executives. Insufficient Man power for Generating Sale. Supply of curd is not regular and not on time. There is lack of Sales Promotional Activities i.e. product scheme, incentives advertising banner & flags etc. y Amul & Haldirams are the main competitors and strategically better performer than Dinshaws. y Researcher find the main thing is that Dinshaws brand name has very good image in consumers mind and they consider it as Pure & Good Product. y y In appropriate Behavior of distributor with retailers and institutions. Retailers complaints are not entertained.

42

CONCLUSION
As we know that Dinshaws is very big organization and market leader in dairy products. It has maximum market share in milk, curd and ice-cream, which are its main/core products. As we know Amul is a co-operative organization but curd industry is a profitable industry we cant ignore it. With the help of research, company could find out its week points in curd market growth strategy and can increase its market share by rectifications in its loopholes. Every organization has its first objectives is to satisfy their customers. This is the only way the company can increase its loyal customer. The extremely satisfied consumers come not only again and again but also suggest other people to go for the product of that company. Dinshaws has sound quality & having the strong preference from consumers but in order to improve the sale and to sustain the sale, need to work on consumer awareness & need to have greater attention for the satisfaction of retailers and institutions.

43

SUGGESTIONS
 In order to maintain and increase the sales in the city of Nagpur, the following suggestions regarding Dinshaws curd; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested:        Increase the man power for improving the sales, Require to solve the complaints of Retailers and Institutions quickly. Dinshaws should give focus on local advertisements. Increase interaction with Retailers and Institutions on frequent intervals. Company should introduce sales promotion schemes like product scheme, incentives advertising banner & flags etc on a frequent intervals. There should be induction training for distributors for the relationship building with retailers and institutions. Consider and apply motivational factors for retailers and institutions.

44

ANNEXURE

45

QUESTIONNAIRE (INSTITUTIONAL SURVEY) Name of the Institution:Address:Owners Name:Contact No.:-

1) Do you use curd? Yes 2) If yes, which companys curd do you use? Dinshaws Amul Haldiram Jersey Local/Self mad 3) If no, why? No consumption Bad service Poor quality

4) What is the usage of curd in your Institution? Chanch Tandoori Chutney Lassi Raita Kadhi

5) What is the quantity of curd required in basis (in liters)? 1-5 Ltrs 6-15 Ltrs 16-30 Ltrs
46

31 and above

6) Which is the most preferable packaged curd used in your Institution? Plain curd Sweet curd Skimmed curd

7) From where do you get the delivery of curd? Self purchase 8) Do you get credit facility? Yes No Distributor Other supplier

9) Any suggestions ............................

47

QUESTIONNAIRE (RETAILERS SURVEY) Name:Address:Owners Name:Contact No.:-

1) Do you stock curd? Yes No

2) If yes, which companys curd do you stock? Dinshaws Amul Haldiram Other Brands

3) If no, why? Low distribution Bad service Personal issue

4) Which is the most preferable packaged curd? Plain curd Sweet curd Skimmed curd

5) From where do you get curd? Distributor Other suppliers

48

6) Do you get credit facility? Yes No

7) What are the consumers expectations from branded curd? Low price Good Quality Packaging Availability

8) Any suggestion

49

BIBLIOGRAPHY (u HAVE NOT WORKED ON THIS)

Website: y www.google.com

Book: y Philip kotler

50