SALES CHANNEL DISTRIBUTION SATISFACTION &WAYS TO INCREASE MARKET PENETRATION & CREATE BRAND AWARENESS THROUGH SALES

PROMOTION ACTIVITIES

ORGANISATION- NIRYAS FOOD PRODUCTS PVT. LTD, NEW DELHI

Reporting officer: MR ALOK SRIVASTAVA MR TAMAL CHATTERJEE

Presented By: SHEKHAR ANAND VIKAS KUMAR

Faculty Guide: PROF AJITH P

INDIAN DAIRY INDUSTRY

• India is accredited with being the largest producer as well as biggest consumer of milk in the world. It also has the worlds largest dairy herd (comprised of cows, buffalos, etc. – collectively called MILCH ANIMALS).

• In the past 20 years milk production in India has doubled and has reached 116.2 million tones a year, becoming India’s No 1 farm commodity.

• In India Per day procurement of milk is 30 crore liters in which 1 crore liter is being procured by Amul.

• Per Day consumption of milk in New Delhi is about 43 lakh liters.

INTRODUCTION ABOUT NIRYAS

• In Sanskrit, ‘Niryasa’ means ‘Milk’ • Mother Company of Niryas is SATIN CREDIT CARE NETWORK LTD, NEW DELHI• Niryas Food Products Pvt. Ltd. is a premier dairy organization that has come into being to provide

end-to-end solutions to all the dairy farmers as well as end consumers. • Niryas offers a complete dairy product value chain which includes procurement, processing and

selling of milk and milk consumables. • Last but surely not the least, it ensures availability of most hygienic, purest and quality milk and

milk products to its end consumers.

OBJECTIVES

1)Retailer Sales Satisfaction:• Increase the width of the distribution• Recording of various offers & schemes provided by various brands• Diversify product portfolio2) Brand awareness through Sales Promotion activities:• Sales Analysis Study• Increase Market sales

LOCATION

VIKASPURIMOTINAGARRAJAURI GARDENTAGORE GARDENSUDARSHAN PARKMADHIPURPASCHIM VIHARPUNJABI BAGH

METHODOLOGY

• A Total of 150 respondents by us of different intermediaries.

• Sampling Technique- Purposive Sampling• Primary Data

• Primary data has been collected by conducting field survey with help of structured questionnaire and market observations.

• Secondary Data• For secondary data we took reference from different brand website of dairy product.

PARTICULARS NO OF RESPONDENTS

RETAILERS 100

TEA VENDORS 25

LASSI VENDORS 25

SURVEY ANALYSIS AND FINDINGS OF RETAILERS

MARGIN OF VARIOUS PRODUCTS TO RETAILERSBRANDS MILK(l) Curd( 1Kg Matka) CHANCH(l)

AMUL RS 1.20 RS 3.00 RS 2.00

MOTHER DAIRY RS 1.20 RS 3.00 RS 2.00

MADHUSUDHAN RS 2.00 RS 5-10 RS 3.00

PARAS RS 1.60 RS 5-10 RS 3.00

GOPALJEE RS 1.60 RS 5-10 RS 3.00

DAIRY BEST RS 1.50 RS 5-10 RS 3.00

NIRYAS RS 1.50 RS 5-10 Rs 3.00

SCHEMES PROVIDED BY VARIOUS BRANDS ON MILK BRANDS SCHEME

AMUL NO SCHEME

MOTHER DAIRY ½ liter /Crate & Discount Coupon(In Selected Area)

MADHUSUDHAN ½ L/C

DAIRY BEST ½ liter per crate

PARAS Discount Rs 5-10 Per Crate to productive outlets and Sometimes ½ liter per Crate

GOPALJEE ½ liter for 15 days for new outlets/new market

NIRYAS ½ liter/c & Discount Coupon

50%

24%

20%

6%

CONSUMER DEMANDMARGINRELATIONSHIPPROMOTIONAL SCHEME

This figure represents that retailers are ready to stock milk brands if there is consumer demand in market followed by the margin provided.

REASON FOR ASSOCIATION OF MILK WITH PARTICULAR BRAND OF RETAILERS

SAMPLE SIZE- 100

65%

20%

9%6%

NOT PREFERRED BY CONSUMERSCHEMES NOT CONVEYEDSUPPLY IMPROPERSERVICE QUALITY NOT UPTO MARK

This figure reveals that mostly the retailers are not associated with milk brands due to lack of consumer preference.

REASON FOR NON ASSOCIATION WITH OTHER BRANDS OF RETAILERS

SAMPLE SIZE-100

Mother Dairy Paras Madhusudan DB Amul DMS

34

20

15 15

10

6

proper response

According to our observation we found that Mother Dairy resolves the problem timely as well as there is regular visit

of company’s executive for relationship.

Mother Dairy

MadhusudhanParas

AMUL

DAIRY BESTDMS

0

5

10

15

20

25

30

35

40

35

20

10 106

4

EXECUTIVE VISIT

PROPER RESPONSE OF QUERRIES VISIT BY COMPANY EXECUTIVE

According to the survey it is being shown that maximum retailers expect consumer demand for a new brand to be sold in the market. Quality

and executive relationship also matters a lot for them.

Demand

Quality

Margin

RELATIO

NSHIP

Servi

ce

Credit Facil

ity

OTHERS0

5

10

15

20

25

30

35

33

20 20

10 10

6

1

EXPECTATIONS FROM NEW BRAND

EXPECTATIONS FROM NEW BRAND

RETAILLER EXPECTATION FROM NEW BRAND

Our observation in the field says that Mother Dairy is the leading merchandiser as it provides fridge, banners, poster, wall painting etc.

Mother Dairy Amul Madhusudhan Niryas Paras DB

40

25

15

10

64

MERCHANDISED OUTLETS

SALES PROMOTION ACTIVITIES

AREA- OUTLETS(WEST DELHI)

• Jai Shiv Dairy- Vikaspuri• Punjab Dairy- Vikaspuri• Sai Confectionary- Vikaspuri• Shashi General Store- Vikaspuri• National Milk Product- Vikaspuri• Ravi Milk Product- Paschim Vihar• Sudha Dairy- Madhipur• Lahore Dairy- Tilak Nagar

PROCESS OF LAUNCHING MILK-• Market Analysis• Knowing Expectation from New Brand.• Retailers ,Distributor & Consumer Expectations• Schemes & Discount they expect• Distributor and Retailer meet• Launched Milk • Provided schemes & gifts to retailers ,discount

coupon & free sample to potential consumers

FIELD DAIRIES

WORK DONE DURING SALES PROMOTION• Creating visibility of brand name in market.• Creating awareness of Niryas Milk at retail outlets and providing it as a sample product to the

retailers.• Sampling of Niryas milk for taste among interested consumers.• Interaction with various consumers and knowing their view point and expectations from new brand.• Knowing consumer response towards our product.• Educating the sales people of productive outlets about Niryas product.

IMPACT OF SALES PROMOTION

BEFORER SP AFTER SP0

1

2

3

4

5

6CRATES SOLD

NO

OF

CRAT

ES S

OLD

SHASHI GENERAL STORE• JAI SHIV DAIRY

BEFORE SP AFTER SP0

2

4

6

8

10

12

14

CRATES SOLD

NO

OF

CRAT

ES S

OLD

DRIVING FORCES BEHIND CONSUMER ACCEPTANCE

• Consumer and retailers awareness regarding Niryas products.

• Free Sampling • Issue of Discount Coupons• Publicity and visibility of our products in

market• Product quality improved gradually • 100% vaccinated cattle milk.

OBSERVATIONS

• Consumer are more faithful towards Amul, Mother Dairy, DMS.• Consumers stick to their acquired taste over many years so they are unable to switch brands.• Retailers want good margin, schemes, good representative behavior, quality of product & timely

service.• Consumers are more attracted towards Advertisements.• After issue of discount coupon and sales promotion there was huge hike in the sale of Niryas

milk.

CHALLENGES DURING SALES PROMOTION

Competition with established player in the market.

As there was a issue of spoilage in Tonned milk ,and we handled the situation and convinced customers to consume Niryas milk.

Big Market size Acceptability by retailer and consumers Convincing other brand consumer Unsupportive Retailer Resistance to change among consumers. Excessively demanding channel Resistance to accept Tri Pack among consumers &

retailers

LEARNINGS FROM SALES PROMOTION

• How to convince customer to accept Niryas product.• Interaction with customers• Consumer psychology mapping• Converting consumers to customers.• How an organization enter its product in the

market.• Visit by top level management to the retail outlets

motivates channel.• Building Relationship .• Handling of difficult situation.• Introduction of new product.

MARKET PULL BY US

• Varun Store- Vikaspuri• Super Store- Vikaspuri• Preet Bakers- Moti Nagar• Vijay Dairy - Madhipur• Ravi Dairy- Paschim Vihar• Goyal General Store- Madhipur• Sachdewa Paneer Bhandar- Moti Nagar• Gurunanak Paneer Bhandar- Moti Nagar

SWOT ANALYSIS OF NIRYAS Strength

Excellent quality management. Quality employees. The company is not only looking into only milk but it has

large portfolio of products like curd, ghee, cheese, butter. Tri-pack Technology 100% vaccinated cattle Eco friendly Package

Weakness Limited Advertisement Difficult to maintain competitive pricing. New Brand (lack of awareness) Inadequate transportation.

Opportunity Continuous demand of milk and other dairy products by

consumers. The brand can reach out to the untapped market of Delhi . Creating the own captive farm and promote farm tourism. Create paneer with higher shelf life. There is an opportunity for Niryas Food Products Pvt. Ltd. for

packaged curd.

Threat Strong marketing muscle of the competitors. Milk vendors, the un-organized sector.

RECOMENDATIONSNFPL should educate the customers about the benefits &advantages of tri pack technology &100%

vaccinated cattle.FSSAI logo should be printed clearly.Timely Delivery of product to the distributor & retailers.Maintain quality to capture market.Arrange meeting with retailers and discuss the problems.Public access to plant.Provide cycle for delivery at productive outlet.Media promotion through :-Email, online chat, telemarketing, webpages ,social media.

LONG TERM PLANS

1

• Supply of 40- 50 liters to hotels, institutes, canteen in consentional rate

Tie up with commercial industry where milk

consumption is more.

• Suggestion box at productive outlet for improving .

3

• Tie up with Malt Food Products.

4

• Plan to open own milk parlor and scooping parlor.

5

• Expand our products other cities and small cities also.

6

• Diversify more product portfolio

DISTRIBUTOR CUM RETAILER CASE STUDY

Name- Mr Netrapal Age – 45 yrsStore Name- Jai Shiv DairyArea- West Delhi (Vikaspuri)Earlier- Amul DistributorAmul Supply Earlier- 1100 cratesLoss Due to Family Issues & Personal ProblemJoined Niryas -2015Started Distributorship with 2-3 Crates Presently 40 crates