A Project Report On The Marketing Department of Madhur Dairy PVT - Ltd. in Partial Fulfillment of The Requirement For

V.M.P.C.M.S.
(BBA)
madhur dairy pvt.ltd.
A Project Report on The Marketing Department of Madhur Dairy Pvt.Ltd. In partial fulfillment of the requirement for
Program: Year: SEMESTER V JUNE- NOVEMBER 2012 Subject: Duration: PROJECT 10 DAYS
SUBMITTED BY
G.NO. B12 B12 B12 B12 E.NO. 10052311070 10052311103 10052311106 10052311120 NAME OF STUDENT PATEL ADITYA J. PATEL JAY G. PATEL JIGAR N. PATEL LAUKIK R.
SUBMITTED TO
GANPAT UNIVERSITY
V.M. Patel College of Management Studies

Ganpat Vidyanagar Campus, 384012, Mehsana-Gandhinagar Highway, Dist. Mehsana, North Gujarat, India.
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Group No.B12 (sem-5,june-november,2012)
V.M.P.C.M.S.(BBA)
GANPAT UNIVERSITY V. M. Patel College of Management Studies

Mehsana Gozariya Highway, Kherva- 384012, Dist: Mehsana, North Gujarat, India. Phone: + 91-2762-289094, 286487, Fax: + 91-2762-286487. www.vmpcms.ac.in
CERTIFICATE
This is to certify that Group No. 12 including 4 Members as
10052311070 10052311103 10052311106 10052311120 PATEL ADITYA J. PATEL JAY G. PATEL JIGAR N. PATEL LAUKIK R.
of Semester V, Division: B , has satisfactorily completed their Project Report in partial fulfillment of the requirement for the Subject Project in the JuneNovember, 2012.
Sign of Project In charge Name of Project In charge Date _______________ Place _______________ College Seal
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PREFACE
This Project Report has been prepared in partial fulfillment of the requirement for the Subject: Project of the Semester V in the June- November 2012.
For preparing the Project Report, We have visited the company during the suggested duration of 10 days to avail the necessary information. The blend of learning and knowledge acquired during our practical studies at the company is presented in this Project Report.
Our main focus and study was on marketing department of the madhur dairy
We have put up our best efforts and enumerated every possible information after observing the activities carried over there, to make this report a satisfactory report.
It was a great opportunity and memorable experience interacting with people working there, collecting information regarding their job and acquiring knowledge.
Lastly, we have tried our level best to prepare the best informative report.
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ACKNOWLEDGEMENT
It was indeed an opportunity for us to visit marketing department of madhur dairy and prepare a Project Report on the same during Semester V. During our visit to the company for preparing this Project Report, we learnt many interesting things about the company, along with the aspects of industry as a whole.
We would hereby take this opportunity to show our gratitude towards all our mentors for what we have learnt during our training. A good response, feedback and co-operation given by whole staff helped us in gaining knowledge and solving my queries. we convey our sincere thanks to all the officials of madhur dairy
The successful completion of this project could not have been possible without the cooperation and support of our faculty guide and company guide who have given complete information for the project.
We feel immense pleasure to thank Dr. K. M. Chudasama, Principal, V.M.P.C.M.S., Ganpat University, Kherva. For making available all facilities in fulfilling the requirements for the research work.
We forward our appreciation to respected coordinator of the V.M.P.C.M.S. Prof. Kundan Patel. I also express my gratitude to nirav joshi, who supported and guided me throughout the project period.
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SECTION-1
GENERAL INFORMATION
1.1 introduction
Agriculture is the backbone of all the industries in the world. The agriculture plugs the most important and viral role in the developing of all the industries along with the word.
Where milk and milk product are processing manufacturing is called the dairy industries. All the firms dealing in milk processing and all firms producing milk product and marketing then on a medium scale false under the dairy industries.
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India is called the land of farmer. Hare more then 70% people like village small towns more then 75% of people depend on the agriculture large India population in vegetarian therefore the milk product plays on an important role in providing of animal protein for the vegetarian population
1.2 history of the dairy
In 1970/71, as the Gandhinagar district is separated from Mehsana and d districts, the Gandhinagar district co-operative milk producers' union limited came into existence. The union got registered in 06/02/1971. Gandhinagar is appointed as administer by the district register (rural), d, Gujarat dairy development nigam limited on 08/04/1982. During the administration of the nigam, 13000-liter milk was collected by 21 milk mandlies. The administration of the "saurastra" was with Gujarat dairy development nigam due to that every dairy was getting equal payment for their milk. But due to lower return on their supply, the milk producers had appointed an advisory committee. This committee, with a view to paying satisfactory return, had repeatedly urged government to revoke the administration from nigam. As a result and by the order of the government, the milk producers' had taken over the administration of the dairy dated on 22/09/1988.
At that times when union had taken charge, the union had a net loss of 50'lakh of rupees. The total 13000 liter sale of milk was there. But putting hard affords even by maintaining the satisfactory returns to the union members of their milks supply, providing input facilities and why conservative administrative had enable union to recover the loss of rupees 50'lakh given by nigam and even recorded the profit.
Taking this into consideration, in 1993/94 chairman of union got certificate from "Rastriye udpadcta parishad" for being the best. After their consecutively in 1994/95 chairmen has got "best productivity performance Award" from the hands of former Prime 6
V.M.P.C.M.S.(BBA)
Minister Shree Devgodaji. In the year 2000, union has got award of being "Bharatiya udhyog Ratne by Indian Economic Development and Research Association, new Delhi. In the same year union got "national industrial excellence from World Economics progress Society. And it is matter of pride that union got ISO - 9002 certification from international organization for Standardization and HACP.
The union has continued progressing and as a result of that today it collects nearly 166,097 liter milk daily with its 101 milk mandlies. Even the union has secured itself at pinnacle by paying highest return in paises out of every 1 rupee earned to the members. Apart from this dairy is selling nearly 60,000 liter packaged milk daily in Gandhinager region through its priors called" Kamdhenu". Today the dairy is having the capacity of 200,000 liter daily.
Madhur Dairy is selling its products like Milk, Ghee, Buttermilk, Sweets, Flavored milk and ice-cream under the brand name of "madhur. The dairy has received positive response to the products like cow milk and Ghee made up of cow milk. Taking into account the present situation and needs of customers dairy is going to put paneer and Curd under the brand name of "Madhur. Recently dairy has introduced spicy snacks and other milk products in the market.
A part from monetary returns to the milk producers, union is providing Emergency veterinary treatment to the cattle, vaccine services, group insurance, seed Distribution and cattle feed. Dairy is also providing guidelines to scientific cattle upbringing and hygienic production of milk. Automatic milk collection unit is processing 75 out of 102 milk mandlies.
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1.3 company profile
Name of the dairy:
Gandhinagar District Co-Operative Milk producers Union LTD. Madhur Dairy, Gandhinagar.
Address of the dairy
Mdhur Dairy, K- Road, G.I.D.C, Sector-25, Gandhinagar -382 023.
Classification based on ownership
Co-operative sector
Classification based on nature
Manufacturing industry
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Manufacture of the product in a dairy
Madhur Milk Madhur Ghee Madhur butter milk Madhur curds. Madhur paneer Madhur namkin
Bankers of the Dairy
d district Co-Operative Bank LTD, Gandhinagar.
Auditors of the Dairy
Auditor (milk) Audit Office, d, Gandhinagar.
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1.4 contribution of the unit to the industries
"Gandhinagar
district
co-operative
milk
producers
union
ltd.
Madhur
dairy
Gandhinagar .In this unit divided into five sections. This unit divided in production department, human resource department, marketing department, finance department and veterinary department etc. This unit is producing more products like Madhur ghee, madhur butter milk, madhur curds. madhur paneer, madhur namkin.
There are many dairy in business market. Many competitors of a madhur dairy in Gandhinagar city, but this dairy are standing out in the business market. This unit is not a more price in a selling to a product, otherwise more satisfaction to the customers.
Madhur dairy in a best management and a better management staff, otherwise to more selling the product. In the more competitors of business market for madhur dairy, but madhur dairy is standing out in the business market.
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1.5 TIME KEEPING SYSTEM
Man factors is the most important factor of production without efficient personal the business cannot achieve it desired goals. They may be best market and best quality. The workers works in a different shift.
WORKING SHIFTS
Total shifts: - 3 shifts Working hours: - 8 hours / shift
TIME
1ST shifts: 8.00am to 4.00 pm 2nd shifts: 4.00 pm to 12.00 pm 3rd shifts: 12.00 am to 8.00 am
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1.6 VISION & MISSION STATEMENT
A self- reliant and vibrant rural economy.
Sustainable development of rural India, free form poverty and hunger.
A literate and enlightened rural community who care for the conservation of natural resources & a clean Environment.
Ensure safe potable water in all villages.
Reduce child morality.
Smile on every face
Team working rather than individual
City beautification
Support to education & welfare institution
No child labors employees in group of madhur dairy.
Customers orientation and a focus on cost effectiveness, quality and services.
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1.7 ORGANIZATION CHART
B.O.D
Chairman
M.D
Production
Personal
Marketing
Finance Department
Engineer Department
Veterinary Departmen
Department Department Department
Production Personal Manager Manager
Marketing Manager
Finance Manager
Assistant Manager
General Manager
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Assistant Manager
Deputy Manager
Marketing Officer
Deputy Manager
Safety Manager
Assistant Manager
Account Officer
1.8 FORM OF ORGANISATION
There are four form of organization like sale proprietorship partnership firm. Joint stock company further classification leads to private limited and public limited government company and joint venture.
"Gandhinagar District co-operative milk producers union ltd. madhur dairy, Gandhinagar. This unit is four departments. In this department like Production department, human resource department, marketing department, Finance department. In this department different manager & workers are working.
The MADHUR DAIRY of location in Gandhinagar. This location of the best place & area other to easily collect the row milk of near in Gandhinagar city.
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1.9 BOARD OF DIRECTORS
Name
Post
Shankarsinh R. Rana Govindbhai B. Oja Nagarji B. Thakor Kantibhai M. Patel Khodaji S. Jadav Kantiji P. Thakor Ranvantsinh N. Vagela Jiluji B. Vagela Sabaji C. Makvana Jayrambhai V. Desai Yogesh T. Thakor Madhuben H. Patel Daxaben L.Patel A. K. Dhagadh M. C. Shah I. M. Purohit
Chairmen M. D Directors Directors Directors Directors Directors Directors Directors Directors Directors Directors Directors Directors(G.C.M.M.F) Directors(N.D.D.B) Directors( D.R Ahemedabad)
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MARKETING DEPARTMENT
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INTRODUCTION Today it is fashionable to talk about the new economy. We hear the businesses are operating in a globalize economy: that things are moving at a nanosecond pace: that markets are characterized by hyper competition: that disruptive technologies are challenging every business: and that business must adopt to the empowered consumer.
The old economy seemed simpler. It was based on industrial revolution and on managing, manufacturing industries. Manufacturers applied certain principles and practices for the successful operation of their factories. They standardize products in order to bring down costs. They aimed to continually expand their market size to achieve economy of scale. They tended to replicate their producers and policies and every geographic markets. The goal was efficiency: and to accomplish this firm was managed hierarchically, with a boss on top issuing orders to middle managers, who in turn guided the workers.
The new economy, in contrast is based on the digital revolution and management of information. Information has no of attributes. It can be infinitely differentiated customized and personalized. It can be dispatched to a great number of people who are on a network and it can reach them with great speed. To the extent that the information is public and accessible, people will better informed and able to make better choices. Todays companies also have a new set of capabilities. Companies can operate powerful new information sells channel with augmented geographical reach to inform and promote their businesses and products. By establishing one or more websites, a company can list its product and services and its history, its business philosophy, its job opportunity, and their other information of interest to visitors. Unlike the ads and brochures of the past, the internet permits them to transmit an almost unlimited amount of information. Each company has the option of turning its websites into sales channels as well as information channel. Further more, since the internet is world wide, people from anywhere can learn about the company and place the orders.
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ORG ANIS ATION CHART
General Manager
Sr. Marketing Organizer
Marketing Officer
Jr. Marketing Officer
Workers
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PRODUCT PLANNING
Product is a key element in the market offering. Marketing-mix planning begins with formulating an offering to meet target customers need and wants. The customer will judge the offering by three basic elements: 1. Product feature 2. Service Mix and quality 3. Price
A product is anything that can be offered to satisfy a want or need. Products that are marketed include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideas.
In planning its market offering, the marketer needs to think through five level of the product. Each level adds more customer value and the five constitute a customer value hierarchy. The most fundamental level is the core benefit: the fundamental services or benefits that the customer is really buying. A patient is buying cure for his disease not medicines.
At the second level, the marketer has to turn the benefit into a basic product. A patient is buying medicines, which are instantly effective. At the third level, the marketer prepares an expected product, a set attributes and conditions buyers normally expect when they purchase this product. A patient expects that the medicines have minimal side effects.
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At the third level, the marketer prepares an augmented product that exceeds customers expectation. Pharmaceutical company may produce medicines, which not only cure the diseases but also prevent it from reoccurring.
Todays competition essentially takes place at the product augmentation level. In less developed countries, competition takes place mostly at the expected level. Product augmentation leads the marketer to look at the users total consumption system: the way the user performs the task of getting and using products and related services.
At the fifth level stands the potential product, which encompasses all the possible augmentation and transformations the product or offering might undergo in the future. Here is where companies search for new ways to satisfy consumers and distinguish their offer.
PRODUCT CLASSIFICATION
Marketers have traditionally classified products on the basis of characteristics: Durability Tangibility Use ( Consumer or Industrial )
Each product type has an appropriate marketing mix strategy.
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DURABILITY & TANGIBILITY
The Product can be classified into three groups, according to Durability and Tangibility viz. Non Durable goods and services. Milk comes in non durable goods. Non durable goods are tangible goods normally consumed in one or a few uses, like medicines. Because these goods are consumed quickly and purchased frequently, the appropriate strategy is to make them available in many locations, charge only a small make up, and advertise heavily to induce trail and build preference.
CONSUMER-GOODS CLASSIFICATION
The vast array of goods consumers buy can be classified on the basis of shopping habits. We can distinguish among convenience, shopping, specialty and unsought goods. Medicines come in specialty goods. Specialty goods have unique characteristics or brand identification for which a sufficient number of buyers are willing to make a special purchasing effort.
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PRODUCT MIX
A product mix (also called product assortment) is the set of all products and items that a particular seller offer for sale. A companys product mix has certain width, length, depth and consistency.
PRODUCT RANGE Madhur dairy is producing the following things.
1) MADHUR Milk:-
Full Cream Standard Toned Milk Cow Milk Flavored Milk
2) MADHUR Ghee:-
Buffalos Milk Cows Milk
3) MADHUR Sweets:22
V.M.P.C.M.S.(BBA)
Penda Chocolate Barfi Rajvadi Penda Rajvadi Halvo Mohanthad Magas Kajukatri Kaju Barfi
4) MADHUR Ice-Cream:-
Venila Kaju Draksh Butter Skotch Kesar-Pista Strawberry Cone Candy
5) MADHUR Chass
Chass
WIDTH: The width of the product mix refers to how different lines the company carries. The madhur dairy carries product mix width of 5 lines.
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LENGTH: The length of a product mix refers to the total number of the items in the mix. In case of madhur, the product mix length is 23.
DEPTH: The depth of a product mix refers to how variants are offered of each product line.
CONSISTENCY: The consistency of the product mix refers to how closely the related product lines are in end use, production requirement, distribution channel or some other ways.
These 4 product mix dimensions permit the company to expand its business in 4 ways. It can add new lines, thus widening its product mix it can lengthen its each product line. It can add more product variants to each product and deepen its product mix. Finally, a company can pursue more line consistenc
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PRICING POLICY Pricing police are generally decided by top management. Price is the exchange value of product or service through pricing polices we are going to establish the relation between buyer& seller. On pricing polices most of marketing strategies or activities are depended. The board factors that affected to pricing:
Demand of product Quilt Price of competitors Excise duty Manufacturing cost Commission retailer or distributor Cost of production Market demand Product leadership Profit maximization
Cost of production includes from beginning of buying raw material, transportation, administrating it, managing it as stock work in process managing cost, finished goods, packing & dispatch cost, transportation from unit to wholesaler, wholesaler to retailer, retailer to consumer, production labor cost.
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CHANNELS OF DISTRIBUTION
Most producers do not sell their goods directly to the final users; between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel which is also known as trade channel or distribution channel.
Some intermediaries such as whole sellers and retailers buy, take title to, and resell the merchandise, they are called merchants. Other-brokers, manufacturers representatives, sales agents search for customers and may negotiate on the producers behalf but do not take till to the goods; they are called agents. Still other transportation companies, independent warehouses, and banks, advertising agencies assist in the distribution process but neither takes title to goods nor negotiate purchases or sales; they are called facilitators.
Marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption, marketing channel decisions are among the most critical decisions facing management, the channels chosen intimately affect all the other marketing decisions.
A distribution system is a key external resource. Normally it takes years to build, and it is not easily changed. It ranks in importance with key internal resources such as manufacturing research, engineering and field sales personal and facilities. It represents a significant corporate commitment to large numbers of independent companies whose business is distribution and to the particular markets they serve. It represents, as well, a commitment to set policies and practices that constitute the basic fabric on which is woven and extensive set of long term relationship.
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Companies that manage hybrid channels must make sure these channels work well together and match each target customers preferred ways of doing business. Intermediaries normally achieve superior efficiency in making goods widely available and accessible to target market. Through their contacts, experience, specialization, and scale of operation, intermediaries usually offer the firm more than it can achieve on its own.
Intermediaries smooth the few of goods and services, this procedure is necessary in order to bridge the discrepancy between the assortment of goods and services generated by the producer and the assortment demanded by the consumer. The discrepancy results from the fact that manufacturer manufactures typically produce a large quantity of a limited variety of goods, whereas consumers usually desire only a limited quantity of a wide variety of goods.
ZERO LEVEL CHANNEL
TWO LEVEL CHANNEL
MANUFACTURER
MANUFACTURER
RETAILER
CONSUMER CONSUMER
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ZERO LEVEL CHANNEL A zero level channel (also called as the direct marketing channel) consists of manufacturer selling directly to the final consumer.
ONE LEVEL CHANNEL Two level channels consist of two intermediaries. This intermediary is set according to the company.
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MARKET SEGMENTATION
A company cannot serve all customers in a broad market such as computers or soft drinks the customers are too numerous and diverse in their buying requirements. A company needs to identify the market segments it can serve effectively. Here we will examine levels of segmentation, patterns of segmentation, market-segmentation procedures and bases for segmenting consumer and business markets, and requirements for effective segmentation.
Many companies are embracing target marketing. Here sellers distinguish the major market segment, target one or more of these segments, and develop products and marketing programs tailored to each. Instead of scattering their marketing efforts (a shotgun approach) they focus on the buyers they have greatest chance of satisfying (a rifle approach).
Target marketing requires marketers to take three major steps: 1. Identify and profile distinct groups of buyers who differ in their needs and preferences (market segmentation). 2. Select one or more market segment to enter (market targeting). 3. For each target segment, establish and communicate the key distinctive benefits of the companys market offering (market positioning).
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SEGMENT MARKETING
A market segment consists of groups of customers who share a similar set of wants. The marketer does not create the segments; the marketers task is to identify the segments and decide which one to target. Segment marketing offers several benefits over mass marketing. The company can create a more fine-tuned product or service offering and price it appropriately for the target segment. The company can more easily select the best distribution and communication channels and it will also have a clearer picture of its competitors, which are the companies going after the same segment. NICHE MARKETING
A niche is a more narrowly defined group seeking a distinctive mix of benefits. Marketers usually identify niche by dividing a segments into sub segments. An attractive niche is characterized as follows: The customers in the niche have a distinct set of needs; they will pay a premium to the firm that best satisfies their needs; the niche is not likely to attract other competitors; the nicer gains certain economies through specialization; and the niche has size, profit, and growth potential. SELECTING THE MARKET SEGMENT
In evaluating different market segments, the firm must look at two factors: the segments overall attractiveness and the companys objectives and resources.
SINGLE SEGMENT CONCENTRATION Through concentrated marketing, the firm gains a strong knowledge of the segments needs and achieve a strong market presence. Furthermore, the firm enjoys operating economies through specializing its production, distribution and promotion. If it captures segment leadership, the firm can gain a high return on its investment. However, concentrated marketing involves risks. A particular market segment can turn sour. 30
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SALES PROMOTION
Sales promotion is a key ingredient in marketing campaigns, consists of a diverse collection of incentives tools, mostly short teems, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
Whereas advertising offers a reason to buy, sales promotion offers an incentives to buy. Sales promotion includes tools for consumer promotion (samples, coupons, cash refund offers, price off, premiums, prizes, patronage rewards, free trails, warranties, tie-in promotion, cross-promotion, point of purchase displays, and demonstration); trade promotion (price off, advertising and display allowances, and free goods); and business and sales-force promotion (trade shows and conventions, contests for sales reps, and specially advertising). These tools are used by most organizations, including non-profit organization.
A decade ago, the advertising-to-sales promotion ratio was 60:40. Today, in many consumer packaged-goods companies, sales promotion accounts for 65 to 75 percent of the combined budget. Sales promotion expenditure has been increasing as a percentage of budget expenditure annually for the last two decades. Several factors contribute to this rapid growth, particularly in consumer markets. Promotion is now more accepted by top management as an effective sales tool; more product managers are qualified to use salespromotion tools; and product managers are under greater pressure to increase current sales. In addition, the number of brands has increased; competitors use promotions frequently; many brands are seen as similar; consumers are more Price oriented; the trade has demanded more deals form manufacturers; and advertising efficiency has declined because of rising costs, media clutter- for instance, by offering larger coupons redemption values or using more dramatic point-of-purchase displays or demonstration.
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Sales promotion tools vary in their specific objectives. A free sample stimulates consumer trial.
Sellers use incentive-type promotion to attract new tiers, to reward loyal customers, and to increase the repurchase of occasional users. Sales promotion often attracts brands switchers, who are primarily looking for low price, good value, or premiums. Sales promotions are unlikely to turn them into loyal users. Sales promotions used in markets of high brand similarity produce a high sales response in the short run but little permanent gain in market share. In markets of high brands dissimilarity, sales promotions can alter market shares permanently.
ADVERTISING
Advertising can be traced back to the very beginning of recorded history. Any paid form of non-personal, presentation and promotion of ideas, goods or a service by an identified sponsor is known as advertising. Advertising is very important tool to combat competition.
The advertising by MADHUR Dairy is being done by following ways.
Wall Painting Hoardings Calendar Posters Vehicle Painting 32
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Vehicle Sticker On milk collection sticker Cinema Slide Signboard Plastic Banner
MARKETING LOGISTICS WHAT IS LOGISTICS MANAGEMENT? Logistics is concerned with getting product and services where they are needed, when they are also desired. Logistics is a activity that never stop. Logistics involves two major operations: MATERIAL MANAGEMENT. PHYSICAL DISTRIBUTION MANAGEMENT.
SUPPLY CHAIN MANAGEMENT? Supply Chain Management [SCM] refers to the physical network that begins with supplier and end with customers. Internally SCM involves seamless integration of logistics with the other functional area and externally, works to achieve integration with other trading partners and service company. SCM entails: 33
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Management of flow of goods from the supplier to the final user. System wide coordination of product and information flows. Development of relations and integration of all activities that provide customer value. Inventory Management? The main function of inventory management is to minimize inventory cost, subject to demand and services constraint .It deal with guiding a firm with respect to Row materials and finished goods stocking policies. Short-term sales forecasting. Number size and location of stocking points. Just in time, pull push strategies. Logistics in India Studies revel that in India total logistics cost constitute nearly 10% of national GNP out of which 40% is due to transportation alone. The RITES report on commodity flow for total transport system study of the planning commission, government of India, states that import elements of total logistics cost in India are produced inventory at source. INVENTORY MANAGEMENT Types of inventory: TRANSITION INVENTORY: This is inventory currently undergoing transformation and function as a vehicle for profit generation.. It can be either in form of working progress or in the form of finished goods. The finished goods transition inventory can either be undergoing quality checker could be in the process of being transported from the point of consumption. BUFFER INVENTORY: This is the inventory which is waiting to enter a production activitie MAINTENANCE INVENTORY: -
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These are inventories, which are not involved directly in the conversion process but are necessary to manage an organization property, plant and equipment. FUNCTIONS OF INVENTORY: Inventory allows managers to decouple operation. Inventory protects one part of an operation system from disruptions in other parts of system. Inventory can provide an edge against inflation. Inventory allows firms to meet expected demand.
COSTS OF INVENTORY.
A company might carry inventory so as to: Reduces cost of purchasing by increased order lots And decreasing number of orders. AVOID STOCK OUTS Allow variability in supply time. Provide for storage space for WIP There are four main categories of cost associated with inventory. Procurement costs
Out of stock Costs Inventory costs over costs
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Inventory carrying costs
OUT OF STOCK COST: -
The costs incurred when a customer places, as order and order cannot be filled from the inventory to which it is normally assigned. They are further divided into two categories: Lost sales costs. Back order costs.
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LOST SALES COSTS: These costs occur when the customer, faced with out of stock situation, chooses to withdraw his order for the product. The cost id the profit that would have been made if the sale gad occurred and cost of negative affects that the stock out may have on future sales.
BACK ORDER COST: Back order costs that customer will wait for his order to be filled so that the sales is not lost but only delayed. These create clerical and sales cost for order processing additional, transport etc. That has to be occurred to fulfill these back orders out of course of normal distribution channel
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SECTION-2 Main analysis
PRICING METHODS AND STRATEGIES
PRICE
Price is the only element in the marketing mix that creates sales revenue; the other elements are costs. Philip Kotler
It is the value, usually in monetary terms that sellers ask in-exchange for the products they are offering. The prices of products of MADHUR DAIRYare also decided by the GCMMF. The GCMMF conducts the market survey to check the validity and feasibility of prices in the market and accordingly decides the prices of MADHUR DAIRYproducts. However, the price is inclusive of several elements like: Cost of Milk Raw Material Cost Labour Cost Processing Cost Packaging Cost Advertising Cost Transportation Cost Sales Promotion Cost Taxes etc.
MADHUR DAIRY decides prices for the product Milk, Butter Milk and Curd. For that they mainly focus on commission of retailers.
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The aim of each and every company is the maximum of profit and customer satisfaction. The level of profit is generally depending on the pricing policy of the company. Prices of the product are decided evaluating the return of factors of production i.e. interest, rent, wage, and profit. Also other such as direct and indirect taxes etc is also considered while deciding the price. The factors affecting the pricing are as follow.
Cost of production. Competition Quality of product Payment period
There are five types of price setting methods.
Value pricing Target return pricing Mark-up pricing Group Pricing Going rate pricing
In MADHUR DAIRY, prices are not fixed for the products; there are some regular changes in price of some products, just like milk and ghee. Prices are more and less depends upon the cost of the raw materials and other expanses. They can also adjust the price according to the market price and demand of product.
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PRODUCT LIFE CYCLE
Product Life Cycle is an important concept that applies product Items. A company has to change differentiating & positioning strategy with changes in the product, market, economic condition & competitors over time.
The Product concept comes from the fact that a product sales volume & amount of profit. Profit rise & fall at different stages of the product life cycle. Products required different marketing, Financial, Manufacturing, Purchasing & Human resource strategies in each of their life cycle.
Product Life Cycle has commonly four stages
Introduction A period of slow growth as the product is introduced in the marker. Here heavy expenses incurred with product introduction.
Growth A growth is a period of rapid market acceptance and profit improvement.
Maturity A maturity is a period of slowdown in sales growth and profit stabilized of decline because of increase competition.
Decline A decline is a period when sales show a down ward profits.
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NEW PRODUCT DEVELOPMENT
Companys that fail to develop new products are putting themselves at great risk. Their existing products are vulnerable to changing customer needs & tastes, new technologies, shortened product life cycles & increased domestic & foreign competition. New technologies are especially threatening. Market established companys focus on incremental innovation. Newer companies create disruptive technologies that are cheaper & more likely to alter the competitive space.
New product development process includes the following steps in madhur dairy.
1) Idea Generation:The generation of new product idea contains the sources of all ideas relating to the new product. Whether they can be from employees, R & D, marketing experts, public, government etc..
2) Screening of Idea :The idea will be scrutinized after its collection. All the ideas collected may not be acceptable. Ideas with product policies & objectives of the film may be dropped out lightly.
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V.M.P.C.M.S.(BBA)
3) Concept Development & Testing :All the ideas that survive the process of screening will be studied in details. They will be developed into mature product concepts. Concept testing helps the company to choose the best among the alternative product concepts. A product idea can be turned into several product concepts. 1) Who will use the product? 2) What primary benefits should this product provides? 3) When will people consume this product? 4) Marketing Strategy developm0ent :The manager, at this stage should develop the marketing strategies.
5) Business Analysis :Under this stage, selected ideas are studied in detail manner, determining is desirable market feasibility & features of the product.
6) Product Development & Programme :The product must be developed by, a) b) c) d) Developing models Consumer reference testing Brand Packaging
7) Market Testing :The segment will be selected to test the product & its sustainability will be decided from its performance.
8) Commercialization :If the product proved successfully in testing, a decision to produce it on commercial basis may be taken & it will be launched fully into the market.
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V.M.P.C.M.S.(BBA)
FINDING
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V.M.P.C.M.S.(BBA)
FINDING: Majer finding
Madhur Dairy is having their business in many fields. Madhur dairy at the position of the Gandhinagar city market & also indicates largest selling brand. Madhur dairy is having many departments like Production department, Human resource department, Marketing department, Finance department etc. In this unit there are many workers in the every department. Dairy is produced in different products. This product is very beautiful and this product is selling in large, but we can say that Madhur dairy will be able to recover its market by lunching move product as per the requirement of the market.
The product process of Madhur dairy is very long & its required skilled labors.
Madhur dairy required high-adjusted employees who can understand have concept of production & its technology. So it is require conducting a training & development programmed.
Madhur dairy need to established good relationship with employee & employer.
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V.M.P.C.M.S.(BBA)
Strengths High quality, law price Highly diverse product mix Best technology for production
Weakness Short self life of its product Risk of highly complex supply chain Sales their products only in Gandhinagar.
Opportunity Penetrate Gujarats market Use internet for advertisement of their products Diversify product portfolio to enter new product categories
Threats Competitors Competition from MNCs in butter Ban on export of milk powder Growing price of milk
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CONCLUSION
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V.M.P.C.M.S.(BBA)
CONCLUSION:
We visited MADHUR DAIRY, Gandhinagar. This unit has many Departments such as a product, marketing, finance etc. MADHUR DAIRY has a large sale in a Gandhinagar city. We also get information about various departments of company and including this information in this report.
Every department has an own standard and basis on own formula. This industry is producing many products such as Ghee, Chhash, Ice cream, Sweets and Paneer. When We visited in MADHUR DAIRY, there is a good management. We hope that in future time this unit Is producing more and more product.
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BIBLIOGRAPHIES:
Following sites and books for reference:
Website:
WWW.VIKIPIDIA.COM
WWW.MARKETINGTEACHER.COM
WWW.GOOGLE.COM
Books Name K.aswasthapa HRM
Marketing management, Phillip kotler & latest edition published by Tata McGraw hills
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A Project Report On The Marketing Department of Madhur Dairy PVT - Ltd. in Partial Fulfillment of The Requirement For

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V.M.P.C.M.S.

madhur dairy pvt.ltd.

V.M. Patel College of Management Studies

madhur dairy pvt.ltd.

GANPAT UNIVERSITY V. M. Patel College of Management Studies

madhur dairy pvt.ltd.

madhur dairy pvt.ltd.

madhur dairy pvt.ltd.

madhur dairy pvt.ltd.

1.2 history of the dairy

madhur dairy pvt.ltd.

madhur dairy pvt.ltd.

1.3 company profile

Name of the dairy:

Address of the dairy

Mdhur Dairy, K- Road, G.I.D.C, Sector-25, Gandhinagar -382 023.

Classification based on ownership

Classification based on nature

madhur dairy pvt.ltd.

Manufacture of the product in a dairy

Bankers of the Dairy

d district Co-Operative Bank LTD, Gandhinagar.

Auditors of the Dairy

Auditor (milk) Audit Office, d, Gandhinagar.

madhur dairy pvt.ltd.

1.4 contribution of the unit to the industries

madhur dairy pvt.ltd.

1.5 TIME KEEPING SYSTEM

Total shifts: - 3 shifts Working hours: - 8 hours / shift

madhur dairy pvt.ltd.

1.6 VISION & MISSION STATEMENT

A self- reliant and vibrant rural economy.

Sustainable development of rural India, free form poverty and hunger.

Ensure safe potable water in all villages.

Reduce child morality.

Smile on every face

Team working rather than individual

Support to education & welfare institution

No child labors employees in group of madhur dairy.

Customers orientation and a focus on cost effectiveness, quality and services.

madhur dairy pvt.ltd.

1.7 ORGANIZATION CHART

Department Department Department

Production Personal Manager Manager

madhur dairy pvt.ltd.

1.8 FORM OF ORGANISATION

madhur dairy pvt.ltd.

1.9 BOARD OF DIRECTORS

madhur dairy pvt.ltd.

madhur dairy pvt.ltd.

madhur dairy pvt.ltd.

ORG ANIS ATION CHART

Sr. Marketing Organizer

Jr. Marketing Officer

madhur dairy pvt.ltd.

madhur dairy pvt.ltd.

Each product type has an appropriate marketing mix strategy.

madhur dairy pvt.ltd.

DURABILITY & TANGIBILITY

madhur dairy pvt.ltd.

PRODUCT RANGE Madhur dairy is producing the following things.

Full Cream Standard Toned Milk Cow Milk Flavored Milk