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ANALYSIS OF RETAILER PERCEPTION REGARDING BANASDAIRY PRODUCT(Specific Focus on Rural Marketing
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SUMMER REPORT OF BANASDAIRY
PREFACE
In any business management is the heart of the origination the different function of management are sales and marketing, human resource, distribution channel, finance, logistic and supply chain, inventory management, production and R&D etc…
In this modern erd of business, consumer plays a very important role. All business is focusing on the customer’s need and so becoming market oriented. Thus, to provide the good and service according to the need of the consumer to know the consumer buying behavior is very important activity for the market.
The basic purpose of assignment of this project is to enhance the knowledge of students about the rural area with awareness and distribution of the company. In its totally and appreciate the use of an integrated approach in understanding in the environment issues and problems. This makes students more aware about company and its position.
Here, I have submitted project report on “Retailer perception regarding Banasdairy product”. (Specific focus on rural marketing)
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SUMMER REPORT OF BANASDAIRY
ACKNOWLEDGEMENT
We would like to express our deep feeling of gratitude to the udder mention officials for their assistant, guidance and inspiration before and through out the report.
I am highly thankful to “BANASDAIRY LIMITED” for helping our practical studies as a part of second year MBA program. The projects report on rural marketing to help us to uderstading about the rural area environment of products.
Our special thanks do to Mr. P.R.VAGELA (Total Quality Management) Manager, who has given me wonderful opportunity to do a project in an organization. I would like to extend my specially thanks and gratitude to Mr. Kanjibhai Patel and Marketing Manager Mr.G.R.Bhatol Banasdairy or giving wholehearted support to this project.
Our sincere thanks conveyed to Prof. BHAVIN PANDYA, for assigning and giving us an opportunity to obtain practical knowledge of “Retailer perception regarding Banasdairy product”. (Specific focus on rural marketing) and also thanks to our gratitude to Hemchadracharya North Gujarat University and S.V.INSTITUTE OF MANAGEMENT KADI. Affiliated to the same University for giving us the opportunity to increase our practical knowledge in the field of consumer buying behavior.
Finally, I want to thanks those entire people who were involved, directly or indirectly, in successful completion of my work.
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SUMMER REPORT OF BANASDAIRY
EXECUTIVE SUMMARY
In the year 2008, as a part of our summer industry visit, I visited “BANAS DAIRY LTD” Palanpur and my topic is Retailer perception regarding Banasdairy product”. (Specific focus on rural marketing).
Banasdairy are one of the oldest dairies in Banaskantha district. It ran successfully from 1946. From 59 year dairy continuous improvement in its performance. Today banasdairy not only provide milk but also provide different products predicted bin its firm such as raw milk, pasteurized std milk, butter milk, table butter, ghee, powder, ghee residue and STCW (sugar tea and coffee whitener) salling not only India but also 12 countries.
Banasdairy is the market leader of the Banaskantha district. Banasdairy is the lifeline of Banaskantha and also provide facility to promote the customer by providing loan facility. Banasdairy products are well-packaged products.
Employee training program is one of the best major part of banasdairy. Its name GALABABHAI employee training center. Banasdairy has separated department is arranged by TQM and TQM including three principal. Today quality is everything that can be improved quality may be employee of products.
For making the purchase decision the quality of product is most important factor. As a population increase the dairy requirement of milk is increased and that’s why the daily consumption of milk of banasdairy is also increased and because of this the turnover rate is also incurred.
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SUMMER REPORT OF BANASDAIRY
CONTENTS
PREFACE I ACKNOWLEDGMENT II EXECUTIVE SUMMARY III
Sr. No.
PARTICULARS Page No.
1. HISTORY AND DEVELOPMENT 022. GENERAL INFORMATION 033. ORGANIZATION STRUCTURE 054. LOCATION CHART 065. LAYOUT CHART 07
6.
PRODUCTION DEPARTMENT6.1 Collection Of Milk6.2 Pricing Policy6.3 Production Process & Chart Of Products6.4 Quality Policy
08
7.
MARKETING DEPARTMENT7.1 Competitors7.2 Marketing Management7.3 Distribution Channel7.4 Sales Promotion7.5 Export7.6 Pricing Policy7.7 Sales Of Last 3 Years.
15
8. RESEARCH METHODOLOGY8.1 Main objective8.2 Sub objective 8.3 Research design8.4 Source of data8.5 Sampling design
20
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SUMMER REPORT OF BANASDAIRY
8.6 Sampling unit8.7 Sampling size8.8 Area of study8.9 Limitation of study
9. DATA ANALYSIS AND INTERPRETATION 2310. FINDING 4311 SUGGESTION 4412 BIBLIOGRAPHY 45
1. HISTORY AND DEVELOPMENT
The dream of late Shri Galbabhai Nanajibhai Patel. Founder chairman and selfless sage to uplift socio-economical status of village farmers came true after creation of a co-operative milk union for Banaskantha district, on the footprint of “Amul Dairy” of kaira district, the model of a true co-operative. Consequently eight village level co-operative milk society in Vadgam and Palanpur taluka district were registered and started collecting and pouring milk at Dudh Sagar Dairy, Mehsana from 10th March 1969 as “Banaskantha District Co-operative Milk Producers’ union limited” Palanpur, popularly known as “BANAS DAIRY” came into existence.
A legend thus goes on, the stone laid down by late Galbabhai Patel on 14th January 1971 at 122 acres land acquired near jagana village in order to set up a dairy plant under the Operation Flood Programme launched by National Dairy Development Board on 05th February, a dairy started functioning at the same place with handling capacity of 1.5 Lac liters of milk. This dairy plant was expanded later on with processing capacity of 4 Lac liters milk per day.
Banas Dairy most popular in Banaskantha as well as Gujarat and national level.
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SUMMER REPORT OF BANASDAIRY
Banas Dairy covered all area, which is providing milk to Banas Dairy of Banaskantha and other district of Gujarat.
2. GENERAL INFORMATION
NAME OF THE INDUSTRY:
Banaskantha Dist. Co-Operative Milk Producers’ Union Limited.Palanpur.
LOCATION:Banaskantha Dist. Co-Operative Milk Producers’ Union Ltd. Banas Dairy, Post Box No. 20, Palanpur – 385 001
REGISTERED OFFICE:
Banaskantha Dist. Co-Operative Milk Producers’ Union Ltd. Post Box No. 20, Palanpur – 385 001Gujarat (India)
TYPE OF INDUSTRY:
It is a large-scale industry.
FORM OF ORGANIZATION:
Co-operative.
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SUMMER REPORT OF BANASDAIRY
BANKERS:
The Banaskantha District Central Co-operative Bank Limited, Palanpur Branch.
Bank of Baroda, Palanpur. Dena Bank, Palanpur. State Bank of India, Palanpur. HDFC Bank. State Bank of Saurastra, Palanpur.
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SUMMER REPORT OF BANASDAIRY
BOARD OF DIRECTORS
1) Mr. P. G. Bhatol (Chairman)
2) Mr. B. H. Barad (Vise Chairmen)
3) Mr. J. K. Patel (Member)
4) Mr. P. S. Patel (Member)
5) Mr. B. V. Patel (Member)
6) Mr. A. M. Karpatia (Member)
7) Mr. B. M. Patel (Member)
8) Mr. J. V. Desai (Member)
9) Mr. A. R. Patel (Member)
10) Mr. H. N. Patel (Member)
11) Mr. C. K. Patel (Member)
12) Mr. K. M. Chaudhary (Member)
13) Mrs. V. R. Vaghela (Member)
14) Mrs. S. R. Aahir (Member)
15) Mrs. N. P. Patel (Member)
16) Mr. R. S. Sodhi (G. M. Marketing)
17) Mr. M. C. Shah (Member)
18) Mr. N. H. Patel (Member)
19) Mr. S. R. Chaudhary (M.D.)
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SUMMER REPORT OF BANASDAIRY
3. ORGANIZATION STRUCTURE
CHAIRMAN
MANAGING DIRECTOR
GENERAL MANAGER
ASSITT. GENERAL MANAGER
FINANCE PRODUCTION MARKETING PERSONNEL DEPARTMENT DEPARTMENT DEPARTMENT DEPARTMENT
SENIOR SENIOR SENIOR SENIORMANAGER MANAGER MANAGER
FINANCIAL PRODUCTION MARKETING PERSONNELMANAGER MANAGER MANAGER MANAGER
ACCOUNTING OFFICERS MARKETING PRF MANAGER EXECUTIVE
OFFICERS SUPERVISOR F.S.R.
EXECUTIVE
STAFF
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SUMMER REPORT OF BANASDAIRY
4. LOCATION CHART
BANAS DAIRY
DAIRY ROAD
10
AmbaJi
Vadgam
PALANPUR
SUMMER REPORT OF BANASDAIRY
11
Office
ColonyMain Office
Banas Plant
Banas Guest House
Canteen
Bank
VatnaryG
arag
e
Pro
du
ctio
n
Pla
nt
20
TP
D
Po
wd
erR
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rato
r P
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ai
n
Sto
re
Go
do
wn Go
do
wn
Gu
est
Ho
use
Bo
iler
Wo
rk
Sh
op Su
b
Sta
tio
n
D.G
. R
oom
GD
CT C
Am
baj
i – P
alan
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r R
oad
Can
tee
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SUMMER REPORT OF BANASDAIRY
PRODUCTION DEPARTMENT
6.1 COLLECTION OF MILK
The main raw material used in Banas Dairy is Milk. This is getting through different Mandali located in different villages. From last data we can say that the contribution of milk is Banas Dairy is increased.
Production included all the activity of acquirement distribution of all the means of Income. Production is a main & important work of all the companies, co-operative societies as well as firm. Production department is main & basic department.
Banas Dairy produces so many product of milk. Banas Dairy produces many products like: Milk, Sweet, Butter, Ice cream, Naming etc.
Banas Dairy Produced Three Types of Milk:
TYPES OF MILK FAT SNF
Amul Shakti 40% 8.5%Amul Taza 30% 8.9%Amul Shakti Gold - 9.0%
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SUMMER REPORT OF BANASDAIRY
6.2 PRICING POLICY
Today most firms find themselves caught in price war, because today the competition is very tuff and everyone like to deal with business. Everyone likes to maintain the level of market share and profit.
Pricing is one of the important demands of marketing Mix, but today it has come to occupy the center stage of marketing wars. There are lots of reasons. If Company selects a wrong person for it, then it can remove him/her from it. But if company selects wrong price level then the company will be cut from market it sale.
PRICE:
“The amount of money changes for product or service or the sum of the values the customers exchanges for the benefit of having or using the product & service”.
Price representative quantity of money (or goods and service in a better trade) received the firm or seller. To a customer, it represents and hence his perception of the value of the product.
Conceptually,Quantity of money received by sales
Price = Quantity of goods and services
Received by the buyer
The means, it is that level where the seller is readies to sale the product and the buyer is ready to accept the product. It is that levels both are satisfy themselves with that particular price level.
The banes dairy has adopted the cost oriented pricing policy. In production of particular products they are as under.
Packing cost Depreciation of plant & machinery Firm rte cost Man power cost Many other factors regarding the cost of production. And thus the Banas dairy had adopted the cost oriented pricing policy. all the cost is included for determining price of product. The prices of the Banas product like milk pouches are determined on the base of the facts.
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SUMMER REPORT OF BANASDAIRY
PROCESSING CHART OF MILK
COLLECTION OF RAW MILK
Standardizing Processes
Separation Process
Quality Check
Packaging Process
Cold Storage
PRODUCTION PROCESS OF MILK
Bring the milk from the village through cans and tankers.
The milk is checked and graded.
The cans are cleaned by CIP method.
In this process, the clean milk is chilling in big cattle than it is going to chilling machine.
After this the milk is going to the pasteurized process.
Then it is going in the storage.
Then packaging is taken place.
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SUMMER REPORT OF BANASDAIRY
6.3 PRODUCTION PROCESS OF GHEE
In this process, it involves the milling of buttermilk and boiling in the ghee cattle at 107-degree processes it. Then it is to be balanced in tanks. After this filling in presetting tank.
The process of ghee is clarified at first stage; the fasting of ghee is taken place at this stage. After this is going to pack and it is dispatch to G.C.M.M.F. from the dairy.
PRODUCTION CHART OF GHEE
BOILING OF BUTTER
Boiling of Butter in ghee cattle
Balance Tank
Presetting Tank
Classification
Setting Tank
Testing
Packaging
Storage
Displacement
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SUMMER REPORT OF BANASDAIRY
PRODUCTION PROCESS OF MILK POWDER
In preparing milk powder, which is, skimmed first of all the milk is condensed by
Homogenization powder.
The milk powder is going in to lab for testing.
The storage of milk powder is also going to taken place.
Then the packing is also taken place.
The storage of packed materials is stored in its warehouses.
PRODUCTION CHART OF MILK POWDER
MILK CONDENSING HOMOGENIZATION OF POWDER
Lab Testing
Storage
Packaging
Storage
Dispatch
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SUMMER REPORT OF BANASDAIRY
PRODUCTION PROCESS OF ICE CREAM:
Boil milk in high temperature and add sugar in the milk.
After boiling add GMC and CMC powder to maintain thickness.
When milk become cool then cream, flavors and nuts are added.
Then this mixture is put in to refrigerator for freezing process at 18 c.
PRODUCTION CHART OF ICE CREAM:
MILK
Add Sugar
GMS Powder
Cream
Flavors
Nuts
Freezing Process
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SUMMER REPORT OF BANASDAIRY
6.4 QUALITY POLICY
Banaskantha District Co-operative Milk Producers’ Union Ltd.
We, Banas dairy, commit and aspire to fulfill the needs and expectations of our internal as well as external customers and services. We shall achieve this goal through the followings:
Applying the principles of Quality Management Systems and food safety management for continuous enrichment of our management process.
Providing remunerating returns, quality input services, introducing innovative and appropriate schemes and services to our milk producers.
Motivating and encouraging and providing appropriate training for skill up-graduation of our employees.
Protecting our value system and the environment by judicious use of all natural resources.
We hereby pledge severely unanimously to adhere the above commitment in all circumstances to come.
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SUMMER REPORT OF BANASDAIRY
MARKETING DEPARTMENT
7.1 COMPETITORS
This organization is co-operative organization, so its pricing policy is no profits no lose. Although some products become competitors. These are as under:
Rich Milk
Nestle
Dairy Dane
Sardar Milk
7.2 MARKETING MANAGEMENT
Market is an area of potential. The reputation of this company in this field is so much that they do not have to use of sales promotion for promoting sales. But customers come to purchase themselves. Some time they give some advertisement. The market of this company is good because the quality of the things is best and prices of the product are also reasonable
7.3 DISTRIBUTION CHANNEL
In market customers always prefers that products that are easily available at time they required.
To make a batter availability of the products a firm must have batter distribution channel of the Banas Dairy for higher selling any products it is very essential for firm is to make their channel of distribution stringer.
Especially it firm has a perishable product then firm shorter distribution channel moreover Banas Dairy’s products are perishable so that it has distribution channel by GCMMF.
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SUMMER REPORT OF BANASDAIRY
DISTRIBUTION CHANNEL
Sales structure
Chairman
GM (marketing)
All India marketing manager
Regional sales manager
Area sales officer
Sales super visor
Sales representative
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SUMMER REPORT OF BANASDAIRY
7.4 SALES PROMOTION
The sales promotion is a process by which the firm can increase its sales. The sales promotion is done through various activities likes advertising and giving various incentives to the customers. The dairy is also doing sales promoting by various activities as under:
By advertising:
By the advertising people can know about the products of the unit and therefore sales can be increased. The dairy advertising the products through sticker, wall painting, vehicle painting etc.
By Giving Scheme:
The Banas Dairy gives a scheme to its dealers. The scheme is if a dealer increase their sales by 40% more then the dairy gives 0.05 paise more in additional to the commission of 0.50 per pouch of milk.
SALES TERRITORY
The organization export in Abu Dhabi, Alizarin, Bhutan, Bangladesh, Bahrain, Bangkok, Dubai, Kuwait, Nepal, Oman, Singapore, South-Africa, Thailand, Tanzania, Yamane, Zanzibar etc.
7.5 EXPORT
This organization does export its products in following country:
Bangkok Zanzibar Dubai South Africa Yamane Thailand Bahrain Abu Dhabi Alizarin Bangladesh Bhutan Kuwait Singapore Oman
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SUMMER REPORT OF BANASDAIRY
7.6 PRICING POLICY
Today most firms find themselves caught in price war, because today the competition is very tuff and everyone like to deal with business. Everyone likes to maintain the level of market share and profit.
Pricing is one of the important demands of marketing Mix, but today it has come to occupy the center stage of marketing wars. There are lots of reasons. If Company selects a wrong person for it, then it can remove him/her from it. But if company selects wrong price level then the company will be cut from market it sale.
“The amount of money changes for product or service or the sum of the values the customers exchanges for the benefit of having or using the product & service”.
Price representative quantity of money (or goods and service in a better trade) received the firm or seller. To a customer, it represents and hence his perception of the value of the product.
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SUMMER REPORT OF BANASDAIRY
7.7 SALES OF LAST THREE YEARS:
Years Sales (In Cr.)2004 – 2005 546.892005 – 2006 597.432006 – 2007 768.18
0100200300400500600700800
sales
2004-05 2005-06 2006-07
year
sales for last three years
sales (in cr.)
INTER PRETATION
Above data reveals that company’s sales is around 546
Crore in 2004-05. And it is around 768 crore in 2006-07.we can see
that the sales has been increasing year by year. so we can say that
the best strength for the Banas dairy marketing part
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SUMMER REPORT OF BANASDAIRY
RESEARCH METHODOLOGY
8.1 MAIN OBJECTIVE
1. To find out the position of Banas dairy products base of retailer, especially in rural area.
8.2 SUB OBJECTIVE.
1. To find what problem regarding Banas product as well as rural marketing.
2. To find idea from retailer to solve the problem about Banas dairy marketing & products.
3. To find Banasdairy products awareness in rural area of Banaskantha
8.3 RESEARCH DESIGN
“A Research design is a logical and systematic planning and helps direction apiece of research”. The research design lays down the method and producer for the collection of requisite information and its measurement and analysis with a view to arriving at certain meaningful conclusion at the end of the study.
Research design used for this study
In this study descriptive type of research design has been used because the study in to find what position in rural market of Banasdairy is.
8.4 SOURCES OF DATA
PRIMARY DATA In this study survey method a primary data collection has been used for the study and made questionnaire and personal interview has been taken.
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SUMMER REPORT OF BANASDAIRY
SECONDARY DATA
The study of any kind research problem it is necessary to used a secondary data. I also have taken data from the websites of different companies and magazine and books.
8.5 SAMPLING DESIGN
None probability and random sampling type has been adopted.
8.6 SAMPLING UNIT
Samples contain only type of responded has sample .I.e. retailer who sales in Banasdairy product. In Banaskantha rural area of Deesa department, Danta department, Palanpur department, Vadgam department, total rural area and etc… we have take round about 50 to 60-villages’ survey.
8.7 SAMPLING SIZE
Give at the time and cost research study constrains, a sample of 100 was considered reasonable.
8.8 AREA OF STUDY I have taken DISSA, PALANPUR, VADGAM, DANTA taluka villages for our survey study.
8.9 LIMITATION OF STUDY
1. For location constrain we use pure random sampling method has been used and the finding of this study can not be generalized to the larger population.
2. Even thought all effort have been made to design a bias free question nary is quite possible that some respondent’s misinterpretation some of the questions and there by gives wrong response.
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SUMMER REPORT OF BANASDAIRY
DATA ANALYSIS
&
DATA INTERPRETATION
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SUMMER REPORT OF BANASDAIRY
DATA ANALYSIS & DATA INTERPRETATION
Q-1: Do you selling the Banasdairy products?
Objective: To know about which retailer sales the Banasdairy product (only parlor store)
RETAILER SALES THE BANAS PRODUCT
YES
INTERPRETATION
The above chart shows that 86% retailer sales the Banas products and remaining don’t sales Banasdairy product the intense of this que. To know about retailer who sales the BANAS DAIRY products.
27
SALES YES NO
PERCENTAGE 86% 14%
SUMMER REPORT OF BANASDAIRY
Which products do you sale?
Products A.S.Milk A.B.Milk Amul.S&T Ice-crème
Banas Ghee
Banas tea
Others
Pre% 94% 91% 16% 66% 77% 9% 41%
SALES94%91%
16%
66%77%
9%
41%
0%20%40%60%80%
100%
PRODUCTS
PE
R(%
)
Pre%
INTERPRETATION
This Chart shows those 94% and 91% selling products Amul Shakti Milk and Amul Butter Milk so we can say in rural aria milk and butter milk good market but other part we saw Amul slim and trim powder, Banas tea, etc… are not good market position in rural marketing. We specify the other products include cheese, butter; Amul cool, chocolate etc… are compression position.
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SUMMER REPORT OF BANASDAIRY
Q-2.Which products do you expect from Banas Dairy? (choose from above options of Que.1)
(OUT OF 86 RESPONDENTS)PRODUCTS RESPONDED PERCENTEGE %
Amul Shakti Milk 5 4%Amul butter milk 10 8%Amul slim & trim 15 13%Ice-crime 35 29%Banas Ghee 20 17%Banas Tea 10 8%Other 25 21%
INTERPRETATION From above table and graph we can assume that regarding our survey 21% retailer except other product like Amul cool, cheese, pannier, chock -let and etc. and 29% retailer want ice crème and other products like Amul shakti milk, Amul butter milk easily getting there expectation but only BANAS TEA not expect because of low market problem, and lot of compotator of TEA product.
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SUMMER REPORT OF BANASDAIRY
Q-3. By form above products, which products selling higher & lower?
Higher selling products Lower selling products
PRODUCT RESPONDEDPercentage (%) PRODUCT RESPONDED
Percentage (%)
Amul shaktI milk 76 88%
Amul S&T 14 16%
Amul Butter milk 53 62% Ice crème 24 28%
Banas Ghee 60 70%Banas Tea 28 33%
76
88%
53
62%
60
70%
0
10
20
30
40
50
60
70
80
high in (pre%)
Amulshakti milk
Amul buttermilk
Banasghee
product
higher selling pruoducts
PRE(%)
RESPONDED
14
16% 24
28%
28
33%
0
5
10
15
20
25
30
pre(%)
Amul s&t Ice crème banas tea
product
lower sellig products
RESPONDED PRE(%)
INTERPRETATION
This above chart shows the in Banaskantha dist... In rural aria main three products Amul Shakti milk, batter milk and Banas ghee are in higher selling position because of the Amul brand awareness & good quality of products. out of total respondents 88% believe that Amul shakti milk has higher selling. 62% believe that Amul butter milk has higher selling. 70% believe that Banas ghee has higher selling.
In lower selling chart 16% respondents are believe that Amul slim & trim milk powder has lower selling. 28% believe that ice cream has lower selling. 33% believe that Banas tea has lower selling.
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SUMMER REPORT OF BANASDAIRY
Q-4. In higher selling products which are the factors responsiable for it?
(Out of 86 responded)
FACTORS RESPONDED PERCENTEGE (%)
Fast availability 79 34Reasonable price 67 29Good quality 79 34Other factors 8 3
RESPOSIABLE FACTOR
3
3429
34
05
10152025303540
Fast availability Reasonableprice
Good quality Other factors
FACTOR
PE
R(%
)
PERCENTEGE (%)
INTERPRETATION
This above chart shows responsible factor find in our serve higher position in rural market main three products. Hear we can see out of 86 responded 34% retailer say because of fast availability 29% retailer says reasonable price 34% says good quality and only 3% retailer gives other factor that’s like good brand position of “Amul”, no other competitor, product satisfaction etc…
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SUMMER REPORT OF BANASDAIRY
Q-5. In lower selling products which are the factors responsiable for it? (Out of 86 responded)
FACTORS RESPONDED PERCENTAGE (%)Higher price 18 30%Less availability 19 31%Quality problem 6 10%Other factors 18 30%
RESONABLE FACTOR
30 31
10
30
05
101520253035
FACTOR
PE
R(%
)
PERCENTAGE
INTERPRETATION
This above chart shows responsible factor find in our serve lower position in rural market three products. Hear we can say out of 86 responded 21% retailer says because of higher price,22% retailer says because of lass avebility,21% retailer says other factor that’s like lack of marketing, date problem, leakage problem, etc…
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SUMMER REPORT OF BANASDAIRY
Q-6. Other then milk products, what other products do you expect from Banas dairy?
Retailer exe... YES NOExe…% 20 66
INTERPRETATION This above chart shows in 86 responded 77% retailer says they are do not want other then milk product from dairy because of the customer do not want any product and other most factor is a lot of competitor in this and 23% retailer want other then milk product from dairy because of the customer demand, few competitor in this market so they want any products from Banas dairy.
EXPECTATION (%)
23%
77%
YES
NO
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SUMMER REPORT OF BANASDAIRY
Q-7. If you are not selling the Banasdairy products. Than why?
(Out of 14 responded)
FACTORS RESPONDED PERCENTAGECostly available 10 27%Less market 11 30%No information 4 11%Quality problem 8 22%Other 4 11%
RESPOSIBLE FACTOR
0%5%
10%15%20%25%30%35%
Costly
availa
ble
Less
mar
ket
No info
rmatio
n
Quality
prob
lemOth
er
FACTOR
PE
R(%
)
PERCENTAGE
INTERPRETATION
This chart related to Que. 1. To show why they retailer not sale they Banasdairy products hear we can see out of 14 retailer 27% says because of the costly available, 30% says lass market, 11% says no information, 22% says quality problem and 11% says other like of many competitors, lack of marketing, and many problem in rural marketing but over all market of Banas dairy in rural area of Banas kantha Dist are good. Only few places I find not selling Banas product problem.
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SUMMER REPORT OF BANASDAIRY
Q-8 from where are you getting Banasdairy products?
GET THE PRODUCTS
BY DAIRY BY DEALER
BY HIM SELF
OTHER WAY
PRE % 15 73 1 0
INTERPRETATION
This above chart shows that out of 86 responded 82% retailer says they get all of Banasdairy products by dealer. 17% retailer says they get and other 17% retailer gets direct by dairy. So no other way to get Banas products. we can say dealership distribution channel very good in BNASDAIRY.
PERCENTAGE (%)
17%
82%
1%
0%
By dairy
By dealer
By him self
Other way
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SUMMER REPORT OF BANASDAIRY
Q-9 How many times do you take to Banasdairy products?
Time(in Days)
1 day 2 to 5 days
1 week 15 days more days
Timed 79 6 1 0 0
PERCENTEGE(%)
92%
7%
1%0%
0% 1 day
2 to 5 days
1 week
15 days
more days
INTERPRETATION
This above chart gave information about service for Banasdairy. Mostly all retailer gets Banasdairy products we see 95% retailer get in only 1 days all of the products. 4% retailer get in only 2 to 5 days all of the products so we can say Banasdairy sales and distribution channel is very strong because very few retailers don’t get Banasdairy products time to time is heartily 1%.
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SUMMER REPORT OF BANASDAIRY
Q-10. How the Banasdairy product compare to another dairy products give your opinion?
AMUL SHAKTI MILK
FACTOR RESPONDED PER(%)Very good 67 78Good 18 21Medium 1 1Bad 0 0Very bad 0 0
RESPONDED
78%
21%
1% 0%
0%
Very good
Good
Medium
Bad
Very bad
INTERPRETATION
This above chart shows Banasdairy products Amul Shakti Milk compare to another dairy product we can see in Banaskantha rural aria gets good marketing.78% retailer believe the AMUL SHAKTI is very good position 21% retailer believe good and only 1% retailer believe medium no one says bad position so we can say that AMUL SHAKTI MILK market well in Banaskhantha rural area compares to other dairy product.
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SUMMER REPORT OF BANASDAIRY
AMUL BUTTER MILK
FACTOR RESPONDED PER (%)Very good 52 61
Good 21 24Medium 13 15
Bad 0 0Very bad 0 0
AMUL BUTTER MILK
61%24%
15%
0%
0%
Very good
Good
Medium
Bad
Very bad
INTERPRETATION
This above chart shows Banasdairy products Amul Butter Milk compare to another dairy product we can see in Banaskantha rural aria gets good marketing. Most of retailer sales these products compare to other dairy product hear we see 61% retailer say AMUL BUTTER MILK in very good position 24% retailer say AMUL BUTTER MILK in good position 15% retailer say AMUL BUTTER MILK in medium position. And other factor not affected in market.
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SUMMER REPORT OF BANASDAIRY
AMUL SLIM & TRIM
Factor RESPONDED
PERCENTEGE (%)
Very good 15 18
Good 45 52Medium 18 21Bad 8 9Very Bad 0 0
INTERPRETATION
Here we see Amul slim & trim market good as well as medium position because of lack of advertisement of dairy product. 60% retailer say good. And 20% retailer says very good as well as medium other factor are 0% response.
RESPONDED
17%
53%
21%
9% 0% Very good
Good
Medium
Bad
Very Bad
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SUMMER REPORT OF BANASDAIRY
ICE- CREAM
Factor RESPONDED PERCENTEGE (%)Very good 17 20Good 53 62Medium 15 15BAD 0 0VERY BAD 0 0
RESPONDED
20%
62%
18%
0%
0%Very good
Good
Medium
BAD
VERY BAD
INTERPRETATION
The Above graph show ice cream market of Banasdairy good position 62% retailer say is good 20% retailer say very good and 18% says is medium because other market brand. our brand name is BANAS as well as AMUL.
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SUMMER REPORT OF BANASDAIRY
BANAS GHEE
Factor Very good Good Medium Bed Very bedResponded 50 24 12 0 0
INTERPRETATION
This above chart shows Banasdairy products Banas Ghee compare to another dairy product we can see in Banas kantha rural aria gets good marketing. Most of retailer sales this product compares to other dairy product because of three brands name BANAS GHEE.
RESPONDED (%)
59%27%
14% 0%0% Very good
Good
Medium
Bad
Very bad
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SUMMER REPORT OF BANASDAIRY
BANAS TEA
Factor Very good Good Medium Bad Very badRes. Pre… 5 25 35 5 1
INTERPRETATION
Here we can see Banas Tea market medium position because of lack of advertisement of dairy product and many competitor in market of tea so many of retailer not give good response about this products.
OTHER PR ODUCTS
Factor Very good Good Medium Bad Very badRes. Pre… 20 46 19 2 1
INTERPRETATION
The Other Products of Banas dairy are just like Amul cool, cheese, butter, curd, chocolate, and etc… are good position in all of market..23% retailer say very good 52% retailer say good 22% say medium.
RESPONDENT (%)
7%
35%
50%
7% 1% Very good
Good
Medium
Bad
Very bad
RESPONDED (%)
23%
52%
22%
2%
1%
Very good
Good
Medium
Bad
Very Bad
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SUMMER REPORT OF BANASDAIRY
Q-11 Do you find any problem Banas dairy products or with related quality or marketing?
Retailer view problem Yes NoProblem 70 12
INTERPRETATION
This above chart shows problem about dairy product and marketing related 85% retailer face many problem just like date problem, leakage problem in dairy products less advisement less profitability.
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SUMMER REPORT OF BANASDAIRY
Q-12 In all Banasdairy products which product profitable base on your experience?
Products A.S.Milk A.B.Milk AMUL S&T ICE CREAM
B.GHEE B.TEA OTHER
ALL PRO…
Profitable 20 7 5 3 35 5 25 50
Profitable
13%
5%
3%2%
23%
3%17%
34%
A.S.Milk
A.B.Milk
AMUL S&T
ICE CREAM
B.GHEE
B.TEA
OTHER
ALL PRO…
INTERPRETATION
This above chart shows how many products are profitable of Banasdairy show 34% retailer sales all of the Banasdairy products are profitable and 2 & 3% retailer says Amul slim &trim Banas tea not good profitable and other products medium profitable.
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SUMMER REPORT OF BANASDAIRY
Q-13 To improve the selling of Bnasdairy what dairy need to do?
Retailer view
Price Quality date Leakage Advertisement
Pre % 40 20 70 55 50
INTERPRETATION
This above chart shows retailer advice to improve the Banasdairy sales. We get lots of suggestion from the retailer 23% retailer say about leakage problem, 30% says about late & date problem 21%retailer say about advertisement 17% retailer say about price 9% retailer say about improve quality that all suggestion get from retailer sides and they want to applied.
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SUMMER REPORT OF BANASDAIRY
WEEKLY TURN OVER
TURN OVER RESPONDED
1000-25000 28
26000-50000 23
51000-100000 15
101000-500000 9
501000-1000000 7
1000000 ABOVE 4
TURN OVER
2823
159 7
4
3327
17
10 85
05
101520253035
RUPES
PE
R(%
)
RESPONDED
PER(%)
INTERPRETATION
In above chart show that dairy weekly turn over are no of retailer is in 33%Reteler turn over1000-25000,27%retailer turn over 26000-50000,17% retailer turn over 51000-100000,10% retailer turn over 1001000-500000,8% retailer turn over 501000-1000000 and 5% retailer turn over 1000000 above its total assume base of retailer information and approximate.
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SUMMER REPORT OF BANASDAIRY
10. FINDING
In distribution network I find lees product, miss behaviors of distributor
Banas dairy not interested in any body marketing activity.
BanasDairy has developed small pouch packing & bottle
Dairy do not any advertisement of any products.
Does not attention demand as well as problem to retailer expectation.
Many retailers face leakage & date problem in delivery of Banasdairy
Most of the Banas product not reaches in rural area with enough stock.
11. SUGGESTION
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SUMMER REPORT OF BANASDAIRY
Banas dairy improve product awareness.
Banas dairy need to provide schemes on “regular basis” to encourage the retailers.
Banas dairy grow the sales by providing instinct quality product and also developed new program to reach every home.
Provide fresh milk for small child.
Do more & more advertisement of all rural area of Banaskantha district
Determine the production of the main products Amul Shakti milk; ghee and butter milk find leakage problem and delivery problem so should try to solve it.
Provide enough stock to expectation of retailer.
Dairy should improvement its sales & distribution channel.
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SUMMER REPORT OF BANASDAIRY
13. BIBLIOGRAPHY
www.banasdairy.coop
www.banas.chirag.com
www.gogle.co.in
Philips kotler marketing management 12th editionDevid j. luck, Ronald s. rubbin Marketing research 7 edition.
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SUMMER REPORT OF BANASDAIRY
Annexure
.
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SUMMER REPORT OF BANASDAIRY
QUESTIONNAIRE FOR RETAILER SURVEY
DEAR RETAILER, we are MBA students and we are collect information for only study intention. It would be kept confidential and neither used for any commercial proposes.
1. Do you selling the Banasdairy products?
( ) Yes ( ) No
If yes, so which are products doing you sales?
( ) AMUL SHAKTI MILK ( ) AMUL BUTTER MILK ( ) AMUL SLIM & TRIM( ) ICE – CREAM( ) BANAS GHEE( ) BANAS TEA ( ) OTHER
If no, so the goes question on no 7… 2. From above que...Given products, which another products do you expectation
From banasdairy?
3. By form above products, which products selling higher & lower selling?
( ) Higher selling ( ) Lower selling
4. In higher selling products so which are the factors responsiable for it?
( ) Fast availability( ) Resonable price( ) Good quality ( ) Other factors
5. In lower selling products so which are the factors responsiable for it?
( ) Higher price( ) Less availability( ) Quality problem( ) Other factors
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Am.sh.milk Am.Bu.milk Am.S & T Am.Ice-cre. Banas Ghee Banas Tea Other
SUMMER REPORT OF BANASDAIRY
6. In Que. 1 given products without product which products do you expectation from the Banasdairy milk & milk products?
7. If you are not selling the Banasdairy products. than why?
( ) Costly available( ) Less market( ) No information ( ) Quality problem( ) Other
8. From where are you getting Banasdairy products?
( ) By dairy( ) By dealer( ) By him self( ) Other way
9. How many time do you take to Banasdairy products?( ) 1 day( ) 2 to 5 days( ) 1 week( ) 15 days( ) More days
10. How the Banasdairy products compare to the another dairy products give your opinion?
PRODUCTS NAME
Very good
Good
Medium
Bad
Very bad
11. Do you find any problem in banasdairy products or with related quality or marketing?
( ) YES ( ) NO
IF YES,
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SUMMER REPORT OF BANASDAIRY
12. In all Banasdairy products which products profitable? Base on your experience
13. To Improve the Selling of Banasdairy What Dairy Need To Do?
RETAILER NAME: –
NAME OF THE SHOP: -
NAME OF VILLEGE: -
WEEKLY TURN OVER: - DATE - / /2008
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