A Comparative analysis

Milk and milk products with respect to its competitors

With special reference to
SUDHA DAIRY PRODUCTS

PROJECT REPORT

Submitted to
Birla institute of technology, Mesra, Extension centre- Noida
In partial fulfillment of the requirement
For Award of
MASTERS OF BUSINESS ADMINISTRATION (M.B.A.)

Under the guidance of:- Submitted by:-

Mrs. Suparna Dutta Rohit Gunjan
Roll No.- 4525/09
Course- M.B.A.
Session- 2009-2011
 CONTENTS
CHAPTER

1. INTRODUCTION …………………………………………… 05

2. HISTORY OF PATNA DAIRY PROJECT............…………. 12

3. MANAGEMENT STRUCTURE …………………….…….. 25

4. PRODUCT PROFILE …………………………..………….. 28

5. RESEARCH METHODOLOGY ………..………………… 44

6. DATA INTERPRETATION & ANALYSIS …………….... 49

7. FINDINGS ………………………………………………… 65

8. LIMITATIONS …………………………………………… 67

9. CONCLUSION………………………..…………………… 69

10. RECOMMENDATION & SUGGESTIONS ……….……… 71

APPENDICES:

BIBLIOGRAPHY

QUESTIONNAIRE
 OBJECTIVE OF THE STUDY
 SCOPE OF THE STUDY
 IMPORTANCE OF THE STUDY
 MISSION AND VISION OF COMPANY
 INTRODUCTION

India with a population of more than 100 crores is potentially one of

the largest Consumer market in the world. With urbanization and
development of economy, tastes and interests of the people changes
according to the advance Nation.

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 for milk are taste and
quality.

So, marketing is both philosophy and technology. It is

Technology because it suggests ways and means for effective production
and 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.

The marketing manager is responsible for both Determining

and suitability of goods and services presented by the company to the market
and also determining about potential market and make better relation with
retailer.
 In this regard the marketing management with have to apply
to marketing the marketing management for effective research and can be
defined, “Systematic Objective and exhaustive study of tasks relevant to any
problem in the field of marketing.”

OBJECTIVE OF THE STUDY

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.

Plainly speaking the term consumer behavior refers to the behavior that
consumers display in searching for purchasing, using evaluating and
dispersing of products and services that they expert would satisfy their
needs.

The study of consumer behavior is the study of how individuals make

decisions to spend their available resources (Time, Money, Efforts) on
consumption related items.

As matter of human behavior, we are concerned with understanding

consumer behavior with gaining insight into why individuals act in certain
consumption related way & learning what external influences compel them
to act as they do.
 SCOPE OF THE STUDY

The market survey was conducted on “Comparative analysis of Sudha

Milk and milk products with respect to its competitors". This study was done
at Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd. Phulwarisharif,
Patna.

The survey covers a wide range of activities and factors, which

determine the response of customer about his /her dairy products specially,
milk.

The samples of 100 respondents 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. eight weeks.

LIMITATION OF THE STUDY

1) Survey covers feed back from users and non users of Sudha Milk and
milk products.

2) The study is done on survey method and suffers from this method.

3) The non users although they know the product but still they are not
buying the products because of some short-comings.

4) Time is the major constraint

5) Some respondents did not co-operate

6) Many respondents did not provide proper information due to bias

Because of these limitations, 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.

IMPORTANCE OF THE STUDY

The eight weeks summer training is very important for a student of

MBA. This type of study gives some practical knowledge to MBA students
and practical knowledge has more relevence 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.
 VISION & MISSION

Vision

 To creates a world class selling.

Mission

 To refresh the world in mind, body and spirit

 To inspire moments of optimism through our brands and our action

 To create value and make a difference everywhere we engage.

 History of COMPFED
Bihar State Co-operative Milk Producers Federation
Ltd.

Background

The Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) came
into existence in 1983 as the implementing agency of Operation Flood (OF) program of
dairy development on Anand Pattern in the State. All the operation or erstwhile Bihar
State Dairy Co-operation was handed over to COMPFED.

Area of Operation
Five-district level Milk Producer’s Corp. Unions affiliated to the Milk Federation
were covering eighteen districts till the end of programme in March 1977 (end of Eighth
Plan). Number Of districts being covered by unions at present has risen to twenty four
and in addition, five districts are being covered by the Federation, further work is being
initiated in six districts more. District milk unions, which are organizing the DCS
network in these districts, are listed below:

i. Vaishal Patliputra Milk Union, Patna Patna, Vaishali,

Nalanda, Saran and

Siwan district.

ii. Barauni Milk union, Barauni Begusarai, Khagaria,

Lakhisarai, Shekpura and

Some villages of Munger

And Saharsa district.

iii. Tirhut Milk Union, Muzaffarpur Muzaffarpur, Sitamarhi,

Sheohar, E. Champaran,and
 W. Champaran district

iv. Shahabad Milk Union, Arrah Bhojpur, Buxor, Kaimur and

Rohtas district.

v. Mithila Milk Union, Samastipur Samstipur, Darbhanga and

Madhubani district.

The milk Federation has already taken up organization of Dairy Co-operative

societies (DCS) in the districts of Gaya, Jehanabad, Bhagalpur and Purnea. Departement
of AH & Dairying in the Ministry of Agriculture, GOI has approved a propose for dairy
development in Supaul, Madhepura and Saharsha districts.

The districts of east and west Singhbhum, Ranchi, Bokaro and Dhandad are being
covered by the dairies directly under the control of Milk Federation for the supply of
Milk and Milk products to the urban consumers in these Cities. Procurement of milk has
been taken up in Ranchi district only.

PHYSICAL PERFOMANCE

Because of initial teething tribules and the set back caused by the natural
Vagaries, the progress was impeded. Regaining of confidence of the milk Producers in
the cooperative dairying system shattered due to poor management by erstwhile. Bihar
State Cooperation earlier was also of one of the major reasons for sluggish growth. Lack
of functional infrastructure in the sphere of animal husbandry, especially in breed
improvement, artificial insemination (AI) and animal health cover also contributed to the
torpid progress.

Policy decisions taken six to seven years ago have changed the trend for growth in
all quarters of cooperative dairying in Bihar. In the earlier Years, the emphasis was on the
horizontal expansion of area is also being done.
 A BRIEF RESUME/STATUS REPORT OF VAISHAL
PATLIPUTRA
DUGHDH UTPADAK SAHAKRI SAGH LTD., PATNA

AN ISO 90001:2000& HACCP ( IS-15000)

(CERIFIED ORGANISTION)

BACKGROUND:

Patna was one of the milk shed identified under `Operation flood – I’ (OF-01)
for implementation of the programme. A hundred thousand liters per day capacity Feeder
Balancing Dairy (FBD) and 100 MT per day Cattle Feed Plant (CFP) were set up
under this Programme

.
A corporation known as Bihar State Dairy Corporation (BSDC) was formed in
the year 1972 for speedy and effective implementation of the operation flood Programme
in the state. The Dairy Corporation was to develop the Dairy Cooperatives both at the
village level and mil shed level on ‘Anand Pattern’ and it was expected that the milk shed
level cooperative would take over the entire infrastructure created in due course.

The corporation positioned a multi disciplinary Procurement & inputs wing in

1975 after their recruitment and training a Spear Head Team (SHT) was deputed from
National Dairy Development Board (NDDB) from the same year for helping the
Corporation in-organizing and developing the Cooperatives through the progress in the
initial years was encouraging, the programme, for obvious reasons could not achieve the
goals for which it was established.

Subsequently, the State Government felt it worthwhile to request the

National Dairy Development Board (NDDB) for taking over the infrastructure created on
management basis. The National Dairy Development Board (NDDB) took over the
management to the infrastructure with effect form 1st October 1981 under the banner of
Patna Dairy Project (PDP).

PROGRSS OF PATNA DAIRY PROJECT:

 The National Dairy Development Board (NDDB) immediately after taking over
the project positioned an integrated Spear Head Team (SHT) to restructure the milk
procurement activities and also for streamlining the work of the Feeder Balancing
Dairy(FBD) and Cattle Feed Plant(CFP). Under the management of NDDB the project
had not only made excellent progress but had been able to establish the fact that the
Cooperatives could function equally well in Bihar too and what is essential is the proper
atmosphere guidance.

Along with the organization of milk procurement activities and management of

both the plants Feeder Balancing Dairy(FBD) and Cattle Feed Plant(CFP) on
commercial lines, National Dairy Development Board (NDDB) took special care to
develop the Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd. (VPDUSS), the
milk shed level cooperative for taking over the project once the National Dairy
Development Board (NDDB) withdraws its management. National Dairy Development
Board (NDDB) handed over the arrangements of Patna Dairy Project (PDP) to
Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd.(VPDUSS) with effect from
1st July, 1998.

PROGESS OF PATNA DAIRY PROJECT UNDER VAISHAL

PATLIPUTRA DUGDH UTPADAK SAHKARI SANGH LTD.
(VPDUSS)

The major tasks before the Vaishal Patliputra Dugdh Utpadak SAhkari Sangh
Ltd. (VPDUSS) was to see that the excellent infrastructure developed by the National
Dairy Development Board (NDDB) is not only maintained but also to see that pace of
development is not hampered. The Vaishal Patliputra Dugdh Sahari Sangh Ltd.
(VPDUSS) has been able to accomplish these tasks to a greater extent.

PRESENT STATUS OF PATNA DAIRY PROJECT UNDER

VAISHAL PATLIPUTRA DUGDH UTPADAK SAHKARI
SANGH LTD.

MILK PROCUREMENT:
 There are present 1285 nos. of functional Dairy Cooperative Societies (DCS) in
the areas of Patna Dairy Project (PDP) covering the district of Patna, Vaishali, Nalanda
and fringe areas of Saran with a total membership of 74663 members. The daily average
procurement has reached up to 147390 litres during the year 2005-2006. It is hoped that
project shall collect above one & half lack liters of milk per day in commencing year.

There are 198 nos. of Women Cooperative Societies (WCS) exclusively

managed and run by rural women folk. While the union has a Fairly good number of
functional societies, emphasis is being given to consolidate the functioning of the primary
societies by increasing the member’s participation. The graphs showing the no. of
functional societies, no. of members, yearly daily average milk procurement and daily
average lean months procurement are enclosed.

The Cooperative Development (CD) Program was also initiated from March 1991
with the assistance of National Dairy Development Board NDDB. The graph showing
the average producers price over the years is enclosed .

TECHNICAL INPUTS:

The union (VPDUSS), in addition to providing a ready and state market for the
rurally produced milk at the door-step has been providing the inputs required for milk
production enhancement viz.
Artificial Insemination (AI) with Frozen Semen,

 Veterinary First Aid (VFA),

 Vaccination,
 Supply of Balanced Cattle Feed,
 Supply of Folder Seeds,
 Treatment of paddy straw/wheat bhusa with Urea,
 Supply of Urea Molasses Block (UMB)

etc. on No profit no loss basis.

The response from the milk producers for all these has been exceedingly
encouraging and the Union is in the process of extending these facilities to more and more
Dairy Cooperative Societies and farmers.

FEEDER BALANCING DAIRY(FBD):

The Feeder Balancing Dairy(FBD) with a capacity to handle 1.5 lakhs liter per
day (LLPD), has facilities for manufacture of Milk powder, Butter, Ghee, Ice Cream
Peda, Panner, Plain/Misti Dahi, Lassi Mattha etc.
 The Patna Dairy Project (PDP) was first to start milk marketing in sachets in
Bihar during 1981 and its product profile includes- fluid milk of various grades, milk
powder, butter, ghee, gulab-jamun, peda, ice-cream, paneer,Surabhi (Flavured Milk),
rasogulla, diet ice cream and plain/misthi dahi along with this it also manufactures
and supplies cattle to its members.

The production and marketing of Table Butter under the brand name ‘SUDHA’
was introduced from 1st October 1993 and the response has been encouraging.

The marketing of Sudha brand of Ice Cream in patna after test marketing in
August-September1994, was formally launched from April, 1995. The initial response
has been satisfactory. Efforts are on to increase the market share of Sudha ice-cream.

The Marketing of Sudha brand Plain/Misti Dahi in Patna was started in Oct-
Nov.2001 and was formally launched from November, 2001. The initial response for this
product too has been overwhelming.

The production of Sudha brand Lassi in Patna was stared in April-May-2003.

CATTLE FEED PLANT:

The role of balanced feed is not only increasing milk production but also
sustaining the same by ensuring regular conception need not be over emphasized.
Realizing the same the Union has been making constituent efforts for popularizing the
consumption of balanced feed by the milk production.

In addition to catering to the needs of the Dairy Cooperative Societies cattle

feed is sold through dealers in rest of the state for better capacity utilization of the plant.
Further realizing the importance of introduction of latest technologies in this field, the
production and sale of By Pass Protein Feed was started from the year 1989-90. The
response for this feed is encouraging.

MILK MARKETING:

The marketing of liquid milk in sachets was introduced from the year 1981.
However, initially the thrust was for organizing the milk procurement activities and to
stabilize the same at reasonable level. Nevertheless there was some natural growth in the
milk marketing over the years. However, for various reasons there was some stagnation for
few years in the quantity of milk marketed. With certain modifications in the policy
decisions and because of concerted efforts, the quantum of milk being marketed is steadily
growing. The graph showing the local daily average milk marketing in different years is
enclosed.

QUALITY & PRODUCTIVITY ACTIVITIES:

The Dairy Plant Mangement Programme (DPM) was introduced in the year
1992 followed by Quality Assurance Programme (QAP) in the year 1993 with the help
of NDDB. This resulted in bringing about a positive change leading to viability of the
project coupled lowering of operational costs on one hand and improved quality of
products on the other. Consequent to the liberalization and globalization of Indian economy
in early 90,s it was felt that the organization should strive to make its total outlook,
approach and systems of highest standards. Accordingly, it was decided in the year 2001
that the organization should go in for ISO certification both in quality management system
and food safety. This process was successfully completed leading to ISO-9001:2000 and
HACCP (IS-15000) certification by Bureau of Indian Standards in March 2002.

The project has been honoured with “Best Productivity Perfomance” Award for
the two consecutive years 20001-2001 & 2001-2002 by National Productivity Council,
New Delhi.
 ORGANISATIONAL STRUCTURE
MANAGEMENT COMMITTEE

It is also called Board Of Directtors (BOD) that consists of 17 Members as per

details:

Elected Secretories of Societies : 12

Chairman : 01

Managing Director (VPDUSS) : 01

Managing Director (COMPFED) : 01

Milk Commissioner : 01

Representative from Government Cooperative : 01

Department

Total : 17

The management committee makes policy for the organization and takes area of
all the policy decisions regarding Patna Dairy Project.

Chairman : The chairman presides over the management committee meeting for
taking any policy decisions regarding the project.

Managing Director : He is responsible for day-to-day management implementing

the Board of Directors decisions regarding the Patna Dairy Project (PDP) / Vaishal
Patliputra Dugdh Utpadak Sahkari Sangh Ltd. (VPDUSS)

Manager Feeder Balancing Dairy (FBD) : Feeder Balancing Dairy (FBD) is

controlled by a manager who is directly responsible for all the activities of Feeder
Balancing Dairy(FBD) and works under the guidance of Managing Director technical
officers and Quality Control Officer assist him in smooth running of Feeder Balancing
Dairy (FBD).

Technical Officer Feeder Balancing Dairy(FBD) : Technical Officers are

professionals to look after the operation of the plant by operation in shifts. Other
engineers and supervisors co-ordinate technical officers.

Quality Control Officers : Quality Control Officers assures the quality of

incoming, under-processing and finished milk products. He reports to Manager Feeder
Balancing Dairy(FBD) and Managing Director directly. Chemists and lab assistants helps
the Quality Control Officer.

Manager Cattle Feed Plant (CFP) : Manager Cattle Feed Plant (CFP) controls
the activities of the Cattle Feed Plant(CFP). Animal Nutrition Officer and Technical
Officer Co-ordinate the Cattle Feed Plant Manager.

Animal Nutrition Officer : Animal Nutrition Officer is responsible for Research

and Development work, developing formula at least cost for all animal feed and day to
day inspections of raw materials of cattle feed and finished products also.

Technical Officer Cattle Feed Plant (CFP) : Technical Officer Cattle Feed
Plant (CFP) is directly under the Manager Cattle Feed Plant (CFP) and is responsible for
day to day production of different animal feed.

In Charge Marketing : Marketing –In-Charge is responsible for all the marketing

activities of the project and reports directly to Managing Director. Sales Manager/
Executives assist the marketing In Charge in performing tasks and is guided by the
Marketing-In-Charge.

Sales Executives : Sales Executive works under Marketing-In-Charge and is

responsible for day-to-day sale of milk and milk products and achieving the targets
assigned from time-to-time for sales. Sales Executives are also In-Charge of assigned
marketing zone and union for the smooth sale of milk and milk products through retailers
and also handles customer complains, if any.

Deputy General Manager : Deputy General Manager handles Accounts section

and is directly under Managing Director. Assistant Accounts Officer helps the Accounts
officer in performing his tasks. Cashiers, Accountants and Auditors are also there to
assist him.

Manager Milk Procurement : Manager Milk Procurement is he In-Charge of the

milk procurement department of Patna Dairy Project (PDP) and reports directly to the
Managing Director. Many group leaders of the different areas assist him in milk
procurement. These group leaders are directly responsible for milk procurement in their
 respective areas. Milk Procurement Officer and Route Supervisors assists these group
leaders.

MEMBERS OF P.D.P ORGANISATION

1. Secretaries of Societies

2. Chairman

3. Managing Director (VPDUSS)

4. Managing Director (COMFED)

5. Milk Commissioners.

6. Manger Feeder Balancing Dairy

7. Technical officer

8. Quality Control officer

9. Manager Cattle Feeder Factor

10. Animal Nutrition offiver

11. In charge Marketing

12. Sales Executive

13. Deputy General Manger

14. Manger (Milk Procurement)

15. Representative from Govt. Co-Operative Department.

16. NDDB (National Dairy Development Board)

 DEPARTMENTS OF PATNA DAIRY PROJECT (PDP)

(i) Procurment Department: The basis work of this department

is to procure the milk from different places.

(ii) Financial Deparment: The basis work of this department is

cost analysis, balance sheet formation & financial work.

(iii) Marketing Department: This is the heart of “SUDHA” because this

Department is helpful to maintain the flow of product from Sudha
Manufacturing unit to consumer.

(iv) Plant: Plant is manufacturing & storing unit of product &milk.

(v) Laboratory: There are different types of Bacterial & viral test

Test held in this laboratory. Such as:

 Microbial test

 Caustic acid circulation test.

 Fumigation
 DISTRIBUTION CHANNEL

A Brief Knowledge of Distribution Channel

Distribution Channel of P.D.P

DISTRIBUTION STRATEGY

CONCEPT OF DISTRIBUTION

The main function of the marketing is to place right product to the right place at
right, time. The distribution strategy is concerned with the product of service placement.
Broadly speaking the overall distribution strategy is concerned with two categories of
issue and decision, which need to be handled. These are-

-Management of marketing channel and

-The management of physical supplied.

Channel decisions refer to the managerial decisions or the selection of best routes
or paths for moving goods from the producer to consumer. Channel of distribution are
concerned not only with the physical distribution of goods but also with their promotion,
selling and marketing channel. The term channel of distribution is used to refer the
various intermediaries who help in moving the product from the producer to consumer.
These intermediaries bear a variety of means such as sole selling agent, marketers, whole
sellers, Distributors, Stockiest, Dealer, and Retailer etc. All such marketing
intermediaries used by the producers to continue the distribution channel.

According to PHILP KOTLER

“Marketing channels are sets of interdependent organization
involved in the process of marketing a product or service available for use or
consumption”.
 IMPORTANCE OF CHANNEL OF DISRIBUTION

Channel of distribution are the most powerful element among marketing mix
elements. Many products which are intrinsically sound died, they never found the right
way to the market. On the other hand by developing a sound distribution network and
handling aggressive advertisement campaigns a company can earn much for itself.

Its plays a very important role in achieving the marketing of a firm. Undoubtedly,
Value utility is created by the manufactures of the product of service but time and place
utilities is created of Distribution.

According to DRECKKER

“Both the market and distribution channel are option more crucial than the
product."

Why marketing Intermediaries are used:-

Intermediaries normally achieve superior efficiency in marketing goods widely

available and essential to the target markets. Though their contacts, experience,
specialization and scale of operations. Intermediaries usually offer the firm more than it
can achieve on its own.

EVOLUTION AND DEVELOPMENT OF MARKETING

CHANNELS: ECONOMIC AND BEHAVIOUR DIMENSION

Function of Middleman

The function of middleman in the marketing channel is to create utilize.

Place Utility

Carry things from the produced to place where they are needed.

Time Utility

Put the goods at the disposal of consumers when they are needed.
Transaction Costs

Transaction cost can be carried at lower cost through the distribution channel
than through direct exchange.

Process Efficiency

The intermediaries can increase the efficiency of exchange process.

Matching Segments

Given heterogeneity of demand and supply, the marketing channels match

segments of demand with segments of supply.

Structure of Distribution Channel

The concept of functional spin-off is relevant to evaluate and analysis changes in

the distribution structure. Few of the hypothesis founded on the functional spin-off
concept are:

A producer will spin off a marketing function to marketing intermediary(s) if the

later can perform the function the function more efficiently.Then he will spin-off function
to the latter.

Distribution Channel Practiced at Patna Dairy

In Patna Dairy, marketing of milk products start before production. At first the
marketing manager collect order and demand from the customers.
MEANING OF RESEARCH

Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a
specific topic.

Marketing Research

According to American Marketing association (AMA) – “Marketing research is

a systematic gathering, recording and analyzing of data about problems relating of
the marketing of goods and services.”

In short, marketing research provides the requisite information for making

marketing decisions.

ROLE OF RESEARCH IN MARKETING

The following are the major areas in which research plays a key role in making
effective decision. Marketing research has become very crucial in taking sound marketing
decisions. It involves proves of systematic collections compilation, analysis and
interpretation of relevant data for marketing decisions.

RESEARCH DESIGN

Research design is the plan, structure and strategy of investigation conceived so

as to obtain answers to research questions and to control Variance.

DATA COLLECTION

The information needed to further proceeds in the project has been collected
through primary data and secondary data.
Sources of Data

(a) Primary Data- Primary data are the fresh data collected for the first time by
designing open samples by the organization. These data are very much crucial for the
management and it assists the management in decision taking and analyzing any problem
pertaining to the management. IT is directly collected from the correspondence.

Primary Data Sources

Following are the several methods of collecting primary data:

1. Observation Method

2. Interview Method

3. Questionnaire Method

4. Through Schedules

5. Other Methods which include:-

Warranty cards

Distributor’s audits

Pantry Audits

Consumer Panels

(b) Secondary Data: Any Data which have been gathered earlier by other organization
and which have been already processed.

The major Advantages of these Data

 It is economical and easy to get.

 It helps in accessing the problem of the organization prior to the collection of
primary data.

The limitations of Secondary Data are:-

 Data fitness are not up to the mark i.e. there is variation in the unit of
measurement because time gap, different sample size, different sample design,
etc.
Secondary Data sources

Books, Magazines, Websites of the company, Sales executives, sales

representatives, distributors, sales man and other worker of the company and annual sales
report of the company.

SAMPLING

It plays a vital role in carry out any marketing research study. It is the backbone
of marketing research. A company interested introducing a new style of packaging of its
product would be interested in knowing the reaction its customers- a study of which
would require the selection of some type of samples.

TYPES OF SAMPLE DESIGN:

PROBABLITY SAMPLING

1. Simple random sampling.

2. Systematic random sampling

3. Stratified random Sampling

4. Cluster Sampling

NON PROBABLITY SAMPLING:

1. Convenience Sampling

2. Judgmental Sampling

3. Quota Sampling

4. Snowball Sampling

LIMITATIONS
 Although the study has been with proper care, certain shortcomings could not be
ruled out which are beyond the reach of researchers control.

(a) Limitation of Time: In a short span of 6 weeks the whole universe can’t be taken into
consideration for the study which of course would have given more accurate result

(b) Limitation of sample size: Since a limited number of customer/respondents and

dealers/retailers were selected from the assign but the whole, so the result to be affected.

(c) Biased Information: In some case biased information was received from
respondents. Also at times misleading responses were given. So, in any case Market
study is not an exact science. It relates to response given by the customer/ respondents as
against the questions pertaining to their behaviours and reference, and hence this being
the universal deficiency of market research.

RESEARCH METHODOLOGY - USED

Marketing Research is a process of collecting and analyzing marketing and

ultimately to arrival at a certain conclusion Patna Dairy Project (PDP) is a concern, which
is marketing the product having different brands. Thus a survey method of marketing
research is essentially exploratory in nature. Thus, I opted from “Questionnaire” method
for conductive survey about the SWOT analysis of Sudha milk for Patna Dairy Project
(PDP).

DATA:

In this research I have used both the methods of data collection i.e. primary
&secondary. Primary data is collected through questionnaire and secondary data is
collected through in house journals, sales person, and dealers/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 judgment and convenience. A sample size of 100

respondents was taken. The sampling unit was customer of Patna for which this sample
size as considered a fair representative of the mentioned is. The sample consisted of
dealers /retailers spread over the entire area of the distributor.

For analysis & interpretation of data the research used:

 No. Of Respondent

Percentage = -------------------------------------------- X 100

Total no. Of respondents

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.
SUMMARY OF FINDINGS:

The following finding drawn by the respondents in Bihar:

1) The classification of respondents were as follows:

Male-80% respondents
Female-20% respondents

2) 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.

3) Most of the respondents were buying Milk and Milk products through open markets
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.

4) 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 not support any credit
transactions.

5) Sudha is seen to b e a very eminent brand since all the 100% of respondents haves
given a positive response regarding its awareness.

6) 3/4th 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. While
some of others also admired its availability and its agent’s service. This means that
SUDHA has maintained its quality since it inception.

7) Recommendations for improvements of Sudha Milk and Milk products are seen as
follows:
1. Improvement in availability.
2. Improvement in service.
3. Improvement in packaging.

8) The respondents were using more of Sudha Milk and Milk products when compared to
any others products.