MBA Study of Warana Dairy's Distribution Channels

MBA Programme
Distribution channel with special reference to Shri. Warana Sahakari Dudh

Utpadak Prakriya Sangh Ltd.Tatyasaheb Korenagar
INTRODUCTION TO THE STUDY

1.1 Introduction
Every organization there are different department like, production
department, purchase department, finance department, marketing department
and personnel department .Marketing department is one of the important
department in organization. Marketing is centered around the customer .The
prime objective of the marketing is the satisfaction of the customer needs
.Marketing is the place where goods are sold and bought with exchange of
money.
The main objective of each and every organization is to satisfy the needs
and wants of the consumer and this objective is fulfilled by the marketing
department.
Again the marketing is selling the goods . If company sales
something then the company will get money. So for profit making of the
company it is important to sale the goods . This is done by the marketing
department which plays very important role in the organization.
In the marketing process distribution channel is very important activity,
through which goods flow from producer to consumer through different
channels of distribution.
After production it is necessary to reach the products to the customer.
This is done by the distribution channels.
Distribution channels include the four important marketing activities
.These activities are product, price , place and promotion .In this way
distribution channel is the important activity in the marketing.
BVU Institute of Management, sangli
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1.2 Intention of the Study

As mentioned above distribution channel is one of the
important activities in marketing. So for this project select the title A study of
distribution channel is selected.
The project report on A study of distribution channels of Shri.
Warana Sahakari Dudh Utpadak Prakriya Sangh Ltd.Tatyasaheb Korenagar is
selected for project report as a practical fulfillment of MBA program in college
of Rajarambapu Institute of Technology, Management Studies, Rajaramnagar.
The milk is perishable item. So it is important for the dairies to sell
it within the time. And for the selling of milk good distribution channel is
necessary. So as per the dudh sangh concerned, good distribution channels are
very important. Hence the study the A study of distribution channelsof Shri.
Warana Sahakari Dudh Utpadak Prakriya Sangh Ltd.Tatyasaheb Korenagar. Is
very important aspect. As milk is perishable item its distribution becomes very
important. As milk is product consumed by every one on every day basis. This
fact makers smooth distribution of milk as the first priority of every milk dairy
considering the important of distribution of milk this project work is undertaken.
1.3 Objective of the Study

There are some objectives for each and every
study. These objectives
of the project study are given bellow.

1)
To study in detail the present distribution channels and present
distribution pattern of Shri. Warana Sahakari Dudh Utpadak Prakriya Sangh

Ltd.Tatyasaheb Korenagar. It is important to study, how the dudh sangh select
the distribution channel, so that it is beneficial to the sangh.
2) To study the dealers opinion and thier attitude towards the Warana milk
and milk products.
3) To study the dealers attitude towards the Warana milk and milk products.
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4) To study the customers opinion and their attitude towards the Warana
milk and milk products. It is important to see whether the customers are satisfied
with the product or not.
5) To study the factors which affects on the choice of distribution channel?

This is important to study the, factors ,which affects on the choice of distribution
channel. This report will help to study all such factor.
6) In distribution channel the important four Ps of marketing i.e. product,
price, place and important role, so this will help to know the position of the four
Ps.
7) After knowing the dealers & customers opinion the performance of
Warana milk & milk products comes in to light, this will help to improve its
distribution system.
8) Project study will help to frame the plans & guidelines for the formulation
of effective selection of distribution channels.
9) If necessary to make the suggestions for improving market share of Wrana
milk & milk products, with good distribution channels. This is the objective of
project study.
Above are the some important objectives of project study.
1.4 Scope Of The Study:

Presently
Shri. Warana Sahakari Dudh Utpadak Prakriya Sangh
Ltd.Tatyasaheb Korenagar is facing lot of competition in market vis-a-versa
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other companies & also with local dairies. Performing all this points this project
will be very useful to the company.
The organization Shri. Warana
Sahakari Dudh Utpadak Prakriya
Sangh Ltd.Tatyasaheb Korenagar can use this project for taking down the data
collected & suggestion provided. The list of problem \ issue releated to
distribution channel is only included under suggestion. The people in
distribution channel get necessary suggestion for implementation. The primary
data collected in this project will be of use to those who are conducting similar
project in future as a source secondary data.
1.5 Research Methodology:

Research methodology is the base of every research project. The
concept methodology refers to systematic study of investigation.
The social research is a guide to all the social sciences. It is mainly
confined to the method of the interviewing & observation would like to present
here under the adopted sequence of method & techniques in this study.
The data collected by survey method using the questionnaire as an
instrument. The data is processed & analyzed. The last step is the marketing
research process is interpreter the data after that report writing all
recommendation suggestions & collected data should be presented a manner that
can easily understand it.
Sources of Data:
The main source of the data is:
a)
Primary Data:Marketing research project involves the primary data collection. It is more
costly process but the data was very useful handle the problem. In this survey
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through the dealers, actual consumers also surveyed-research approach was
survey method. Its instrument was questionnaire & contact method was
personnel. To know how dealers feel about particular product of Warana milk &
milk product & primary data collected in this way.
The primary data gives the first hand information regarding the problem & also
discussion with the concerned people of organization. All the dealers are in
sample therefore it is census-sampling technique. The questionnaire analyse by
using statistical technique like bar chart,pie chart.
b)
Secondary Data:Secondary data consist of information that already exists to serve the
purpose. Secondary data provide a starting point for research & offer the
advantage of lower cost & quicker availability. This data is collect from office
records & from management staff. Also use the annual reports of Warana dudh
sangh for the secondary data & study various marketing text books & collect the
information.
1.6 Limitations Of The Study:

The following are the limitations of the study.
1.
It becomes difficult to collect the necessary information in
detail
within a short span of time 50 days.

2.
Most of dealers avoid giving the correct information required for this
research work due to fear of the management action.

3.
project study is completed by assuming that information given by the
dealer is fully right.

4.
some of the dealer were not available at their shop.
Conceptual Framework of study

1. Introduction:The distribution channel plays a pivotal role in successful
marketing of
the products. After production the next problem faced by the producer is that of
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selling & distributing. Because production is made to satisfy the needs of
consumer, so it must reach to the consumer for whom it is made. If good
distribution is prepared then the problem of selling & distributing is easily solved.
So to satisfy the needs the and wants of the consumer, the
main objective
of the business concern is to make the effective distribution channel. Because

distribution channel is the flow of goods from producer to ultimate consumer.
Goods are transferred from producer to consumer through the distribution
channels.
What a distribution channel is?

A distribution channel is consist of set of people & firms involved in the
transfer of title to a product as the product moves from producer to ultimate
consumer. for the product in its present from as well as any middle men such as
retailers and wholesalers.
A distribution channel for a product is the rout taken by the title to the
goods as they move from the producer to ultimate consumer.
The distribution channels are system of economic institution through which
a producer of goods delivers them into the hands of their user.
The producer normally uses a number of marketing intermediaries for
taking their products to user. Marketing intermediaries bear a variety of names
such as sole selling agents, marketers, wholesalers, distributors, stockiest, semiwholesalers, dealers, retailers, authorized representatives, commission agents. All
such intermediaries constitute the distribution channels. The showrooms and other
object outlets of producer also from a part of the distribution channel.
The channel for a product extends only to the last person or organization
that buys it. Without making any significance change in its form. When its from
is altered and another products emerges a new channel is started. When lumber is
milled and then made into furniture two separate channels are involved. The
channel for the lumber might be lumber milk-broker-furniture manufacture-retail
furniture store-consumer.
Function of distribution channel:
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Nothing prevents product from meeting his customers erectly and affecting
sates. If a seller does not use this privilege, he to borrow the services of difficult
middlemen to pass on the production to the actual users. The following are certain
functions, which are generally, and more often are performed by different
distribution channels.
a) Help In Production Function:

The producer can concentrate on the production function leaving
the marketing problem to middlemen who specialize in the profession. Their
service can best utilized for selling the product. The finance, required for
organizing marketing could profitably be used in the production where the rate of
return would be greater.
b) Matching Demand & Supply :

The goal of marketing is the matching of segment of supply and demand.
The matching process is involves such as pricing, physical distribution,
termination, finding out buyers & sellers & propaganda.
C)
Financing The Producer:

Middlemen collect huge order and purchase products in bulks from the
manufactures in cash. This enables the producer to undertake large-scale

production & adopting better techniques of production because they have no
problem of finance. In this way financing the producer is one of the important
functions of the distribution channel.
D) Aid To Communication:
The middlemen or the dealer connects the link between producer and buyer.
These dealer have the complete knowledge of consumers behavior and market.
This information they can communicate to the producer will produce according to
the needs of the customers.
E) Stabilizing The Prices:
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The Next Function Of Distribution Channel Is Stabilizing The Prices. The
Middlemen And Dealer Help To Stabilize The Prices. The Middlemen Make The
Goods Available At Any Place And at anytime. Thus middlemen create a place
where they required and in time and maintain the Price.
F) Promotional Activities:
Middlemen & dealers also performed various promotional activities like
advertising, personal selling and sales promotion. This is important for attracting
the customers.
G) Distribution Activities:
This is important function of the distribution channel. It routines the sale
of the producer. Once the route of selling is fixed then it is easy to sale the goods
as well as take decision regarding sales.
H) Pricing:
The middlemen have very close contact with the customers as well as the
market. So they know about the information like pricing of the product so producer
collects this information from the middlemen to fix the price of goods.
I)
Other Functions:
1)
They help in forecasting the demand.
2)
They are source for information at the time of market research.
Pattern of distribution channel:

Firm may rely on existing channels, or they may use new channels to
better serve current customer & reach prospective customers. In selecting their
channels a firm should seek to gain a differential advantage.
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Most distribution channels includes middlemen but some do not. A
channel consisting only of producer and final customer with no middlemen with
providing assistance is called direct distribution. In contrast a channel of
producer, final customer & least one level of middlemen represents indirect
distribution.
Different patterns of distribution channels are discussed below.
1)
Producer-Consumer:
The shorter , simpler distribution channel which involves no middlemen.
The producer may sale door to door or by mail.
2)
Producer-Retailer-Consumer:
Many large retailers by directly from manufacture. These retailers sell
then to the consumers.
3) Producer-Wholesaler-Retailer-Consumer:
If there is a traditional channel of consumer goods, this is it ; small
retailers and manufactures by the thousands find this channel the only
economically feasible choice.
4) Producer-Agent- Retailer-Consumer:
Instead of using wholesalers, many producers prefer to use agent
middlemen to reach the retail market especially large scale retailers.
5) Producer-Agent-Wholesalers-Retailer-Consumer:
To reach small retailers, producer often use agent middlemen, who in
turn call on wholesalers that sell to large retail chains & small retail stores.
6) Producer-Agent-Consumer:
While direct distribution often is necessary for a service to be performed,
producer-consumer contact may not be required for distribution activities. Agent
frequency assist a services producer with transfer of ownership or related tasks.
In this way the firm use the patterns or type of distribution channels. The above
pattern of distribution channel is commonly used in consumer as well as business.
Design of distribution channel
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Similar firms often have dissimilar channels of distribution. A company
wants a distribution channel that not only meets customers needs but also provides an
edge on competition some firms gain a differential advantage with their channels .
To design channels that satisfy customers and out do competition ,an
organized approach is required. Here a sequence of four decisions is discussed below.
1)
Specifying The Role Of Distribution:
A channel strategy should be designed within the context of the entire marketing
mix. First the marketing objectives are reviewed. Next the role assigned to product,
price and promotion are specified. Each element may have a distinct role, or two
elements may share and assignment.
A company must decide whether distribution will be used defensively or
offensively. Under a defensive a firm will strive for distribution that is as good as, but
not necessarily better than other firms distribution. When an offensive strategy a firm
use distribution to gain on advantage over competitors.
2) Selecting The Type Of Channel:

Once distribution role in the over all marketing programmed has been
arranged on the most suitable type of channel for the companys product must be
determined. As this point in the sequence, a firm needs to decide whether middlemen.
Consider a manufacture of compact disk (C.D.) players if the firm
decides to use middlemen, it must choose among many different types. At the retail
level the range of institution includes specialty audio- video outlets department stores,
discount houses. Another choice must be made if the firms decides to also use
wholesaling the type of middlemen.
3) Determining Intensity Of Distribution:

The next decision relates to intensity of distribution, or the number of
middlemen used at the wholesalers and retail levels in a particulars territory . the target
market buying behavior and the products nature direct bearing on this decision.
4) Choosing Specific Channel Members:
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The last decision is selecting specific firms to distribute the product. For
each time of distribution, there are usually numerous specific companies from which to
choose.
When selecting specific to be a part of a channel a producer should assist
factors related to the markets, the products, its own company, and the middlemen. Two
additional factors are whether to middlemen sells to be market that the manufacture
wants to reach and whether the middlemens product mix, pricing structure promotion
& consumer service are all compatible with the manufactures needs.
Factors affecting the choice of channel of distribution:

There are several factors, which affect the choice of the channel of
distribution. Some of the important factors are as follows. Here the factors, which
effects the choice of the distribution are mainly divided in to five steps or groups. These
are as follows,
1) Product Characteristics
The product characteristics play and important role in influencing the
channel selector. The marketing manager must be study uses of product, its frequency
of the purchase,pereshability rapidity of fashion change, the service required, its value
and its bulk.
A) Purchase Frequency:
The more frequency purchase are made the more feasible it is for a
manufacturer to use direct distribution. This require extensive distribution, which
involves a financial consideration.
B) Perishability:
Perishable and fashionable products such as dairy and bakery products, fruits &
vegetables are must be placed in the hands of the final users as soon as possible after its
production. These usually require more direct marketing because of a dangers
associated with repeated handling and delays.
C) Weight Of Product:
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The products that are bulky, large in size and technically complicated are usually
by the company to the consumers because of the difficulty of finding middlemen for
these lines.
D) Selling Price Per Unit:

If selling price per unit is low, the channel of distribution may be long as in case
of cigarette and watches. If selling price is more the channel is more direct as in case of
television and radio.
E) Standardized Product:
Standardized product each unit of which is similar in colour, weight, size,
quality etc. have direct or lengthy channel of distribution.
2) Market Factors / Consumers Factors:

In market or consumer factors following characteristics are influenced
channel decision.
A) Consumer / Industrial Market:

The producer of consumer of product may choose a long channel involving
wholesalers and retailers depending upon the nature of the product. In case of industrial
product the channel is comparatively short because retailers services are not require in
such cases.
B)Number Of Purchases:
Where number of consumers is large the channel may be indirect and services of
wholesalers and retailers became necessary. But if consumers are few direct sale can be
entertained through representative.
c)
Geographical Distribution:
If consumer are geographical dispersed, the channel may long, in contrast if they
are concentrated the direct selling may be done.
D) Size Of Orders:
Where customers purchase small quantities frequency and regurally, lengthier
marketing channel are indicated. If the size of orders from the consumers is large the
channel may be shorter.
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3) Company Or Enterprise Factor:

The choice of channel is also influenced by company characteristics such
as its financial position, size, product mix, moral of its employees, past channel
experience prejudice and over all marketing policies.
A) Financial Resources:
The financial strength of the company determines which marketing tasks, it can
handle efficiently and which once are to delegate to middlemen. A company having
good financial resources may engage itself in direct marketing in profitable manner.
A week financial position may force a company to use financially strong
intermediaries even if this is not profitable.
B) Size Of The Company:

A large company already handling a wide line of products may be kin a good
position to take additional products of the same way, usually directly. but a smaller firm
or one with narrower lines would find middlemen more practical.
C) Product Mix:
A fresh expansion of plant capacity may require more aggressive channels. If the
product mix of a company is under, it can deal its with customer directly, similarly,
consistency in the companies product mix ensures homogeneity of its marketing
channel.
D) Attitude Of Company Executives:

The attitude of the company executive may also influence the channel selection.
Their experience of working with certain type of middlemen may tend to develop
channel performance.
4) Environmental Factors:
The environmental factors such as economic, ethical and social condition
and the law of the land also influence channel decision.
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A) Economic Factors:
When economic conditions are depressed the producers proper shorter channels
to cut costs. If there is multi point tax on scale, the line should be shorter to avoid the
tax burden of the consumers and they prefer to scale directly to the retailers on
consumers.
B) Social Factors:
Social factors such as distribution through black marketing involves question of
the ethics and injurious to society Thus above factors influence the channel decision of
the product and the producers does not always enjoy complete freedom in selecting
marketing channels.
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Company Profile
Introduction:Warana dairy project is a classic example and excellent manifestation
of rural creativity in a real sense of the term. Late Shree. Tatyasaheb Kore a legendary
name in a co operative movement in India and a vision of unmatched qualities
founded the sugar factory in Warananagar in 1959 and stone started rolling he set the
pace and never looked back since the percentage of irrigated farmer benefited by the
sugar factory was hardly 15-20% it accentuate the gap between haves &have not in
the rural area .the lines drawn between the lives of people in cities and villages were
also clear. Therefore there was necessity of an economic development program to
cover marginal farmers, landless laborers and other weaker sectors so as to improve
there socio economic condition .The idea of implementing a project of dairy thus
conceived to provide year round guaranteed market for the milk produced from
distant remote villages of the area procure it transport it to the central dairy process
and market milk product in the metropolitan cities.
Group Information Dairy:

With the sole intention of supplementing the income of zealous
farmers a great idea of dairy farming was put forth in the minds of enthusiastic team.
This resulted in the birth of the WARANA Dairy, in 1968. This white revolution has
spread to all other 78 surrounding villages and added revenue of Rs. 150 Crores p.a.
The dairy plant has a capacity to handle more than 300,000 liters of
milk of which 100,000 liters can be converted into milk products. A clean and
efficient management of dairy brought the proud products of WARANA like Warana
pasteurized milk, milk powder, ghee, butter, shrikhand, amrakhand, lassi, cheese and
strawberry desert etc. These products once tasted chase the taster. The dairy has made
its strides all the way. The turnover for the year 1997-98 was Rs. 138 crores, by
selling 2035 tones of shrikhand in the year 1998, WARANA reached a new record of
maximum selling of shrikhand in India. For this qualitative and quantitative excellent
performance dairy has acquired an ISO 9002 Certification in record time of three
months. M/S. Cadbury India Ltd. Has joined hands with Warana Dairy and started
production of Bourn vita, drinking chocolate and cocoa powder. Warana Stamina a
malted milk product has bagged a mammoth order of 550 metric tones from the
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Indian Army. Even the 60% of total production of the Cadbury India Ltds Bournvita
is produced from Warana Dairy. This simply reflects the quality and efficiency of the
dairy. Warana Dairy has won many awards for its quality products and efficiency. The
dairy, in future, has ambitious plans to venture into products like branded cheese,
pasteurized butter, beverages and ice creams. This will surely bring many credentials
and laurels to Warana. Warana cattle-feeds division is producing the quality cattle
feed, which is supplied to the farmers for their cows and buffaloes, at subsidized
prices.
Location:The present site of Warana Dudh Sangh is in Amrutnagar & happens to the ideal
location. It needs all its requirements as it is surrounded by villages milk is easily
available.
History & Development:Warana dairy project enrisages an intensive and integrated approach for dairy
development in its area of operation and accordingly has undertaken scheme of milk
production improvements such as cross breeding of cows, upgrading of buffaloes
veterinary services updated method of fooder production and its own dairy plant for
processing and manufacturing of milk products comprehensive sales organization is
also established to arrange sale of milk products i.e., slammed milk powder, whole
milk powder ,ghee, butter ,shrikhand etc.
The agricultural finance corporation departments in 1972 approved the technical
and economic feasibility report of Warana Dairy Project. The central Government
issued factory license in 1973-74.
Warana has incorporated the latest technology in its state of the art chilling and
processing facilities, a compact automatic plan that not only pasteurizes milk but also
produces a large range of milk product which include Skimmed milk powder, Whole
milk powder, Ghee, Shrikhand, Malted Food, Cheese, Butter, etc. The dairy plant has
a capacity to handle 3,00,000 liters of milk of which 1,00,000 liters can be converted
into milk products. The commissioning of Waranas dairy project has added an
income of Rs. 185 cores per annum to the farmer population of 78 surrounding
villages.
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Coupled with modern technology is the commitment to quality, most imperative for
milk products, which requires sensitive handling.
Each product is put through
rigorous quality tests, does it go for packing. Dealers are also aware about the set
standards of quality to ensure the customer gets nothing short of the best. An example
of excellence is reflected in the trust the Indian Military has placed in Warana product
Stamina, a malted product, for which it has placed a mammoth order of 550 metric
tones.
Daily needs:To procure collect test store and supply good clean milk and to various needs of
daily farmers like cattle feed, medicine, concentrated seeds etc. societies are provided
subsidy to construct building as per approved plans.
Training:Constant up gradations of employees skills& knowledge is achieved by

imparting training in there respective fields like veterinary services accountancy, milk
testing etc. Dairy organizes
Various competitions and meals (get together) for quantities and qualitative
improvement of milk yield and organizing all the aspect of working of society.
Power plant:To keep pace with the time Warana Dudh Sangh has imported power plant from
Australia with its excellent capacity of 35 M.T. per day to run with better speed and
technique.
Co-Generation plant:Cost of electricity and continuous electricity supply is the key factor in the
cost of production keeping this in mind they installed 22 mega watt capacity cogeneration plant which will ensure smother operation & gives self sufficiency.
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Clean milk production:Under the technical expertise of national dairy development board they have
commended clean milk production programme. The revolutionary concept is
changing the scenario in the milk world around.
Infrastructural Facilities :1) Land & Building :

Initially 50 acres land was taken on 99 year lease from Warana Kombadi Sahakari Sangh,
Warananagar in 1970 additional 35 acres land is acquired for future expansion. Main Dairy
building, Ice Plant to produce 10 tones Ice per day and most essential staff quarters were built
in 1975. All these building have been expanded in last 5 to 7 years according to requirement.
Total building cost is Rs. 170 Lakh.
2) Milk Collection:
Sangh started milk collection about 1,950 Liters on any average per day in the year 1970 and
reached to 2,07,256 liters on an average per day in 1996-97 and now milk collection reaches
3,00,000 liters per day in 2003-04.
3) Malted Milk Food Project:

Sangh had applied for license for the manufacture of Malted milk food and received Industrial
License for the annual production of 500 tones in 1989. The cost of this project is around 3
Crores. Sangh has started civil construction in 1990 and machinery erection etc. is started in
1991. The Sangh drope to complete the project in August 1991 and will be able to commence
the production in phased manner.
4) Marketing:
In the year 1979-80 Sangh started marketing milk and milk products in local cities and
Mumbai. There was very poor response at initial stage for milk and milk products. The Sangh
was making heavy losses in sale of milk because of higher cost of transportation and less
quantity of milk being sold.
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The Sangh continued their sincere efforts for marketing milk and milk products and due to good
quality of milk, reasonable price, prompt consumers and thus sale of milk started increasing day
by day.
The Sangh has started marketing of milk in Pune from year 1996-97 now they are forced to curb
the activities of their sale because of the shortage of milk and milk products.
5) Dairy Extension Activities :After getting success in marketing milk and milk products the Sangh started concentrating on
dairy extension activities and increases input facilities at farmers level and society level.
Following are the some activities
A) At farmers level 1)
Sangh is giving subsidy on purchase cost for purchase of milk animals
2)
Sangh has established independent cattle feed mixing plant and a good quality cattle feed
is distributed at reasonable price at the door of the farmers.

3)
Sangh has started a unique scheme named " Jivit Suraksha Yojana" for a milk producer in
case of his death either natural or accidental.

4)
Sangh is rendering free veterinary services to its milk producers through mobile,
veterinary routes visiting villages once a week for treatment, operation and artificial
inseminations.
5)
Ladies Seminars - The Sangh has arranging various ladies seminars at village level
where all scientific information requiring day to day management about feeding and milking
etc. for improvement of business.
B) At Society Level :1)
Upto 25% subsidy is given for construction of office building by the milk society.
2)
50% subsidy is given for the purchase of electronic milk tester for Fat analysis.
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3)
Training is organised for society personal to train them in society management.
2.3Products Of Warana Dudh Sangh

Warana milk:Fresh dairy milk of high nutritional value is their mainstay product.It is available
as buffalo & cow milk. Daily about 2,00,000 liters of buffalo milk is supplied to
Mumbai & 1,00,000litres to other markets, in half liter and 1litre packs.
Warana Shrikhand:A traditional product popular in western India, this fermented product contains
useful lactic acid, bacteria & is made by mixing concentrated curd (chukka) with
sugar, condiments, fruits, nuts etc.thus has the nutritional advantages of a fermented
milk product and is rich in milk protein. Warana is the first organized dairy in
Maharashtra to manufacture Shrikhand on and industrial scale. Shrikhand is marketed
in badam pista & Kesar elaichi varieties available in 100gm, 250gm, 500gm plastic
cups and 100gm, 250gm, 500gm in polypacks. Warana has proved to be the market
leader in Shrikhand. Characterized by a unique manufacturing technique that blends
tradition with technology Warana Shrikhand has become the most popular brand
available. Overall sales for 2001-2002 have crossed 2400mt. As a today Mumbai
alone consumes 3mt of Shrikhand everyday.
Warana Amrakhand:It is made from concentrated curd sugar & Alphanso mango pulp nutritional
advantages available in 200gm &500gm plastic cups.
Warana Table Butter:Traditionally know as makhan butter has been an age old, everyday product through
out the country. Hence the increasing demand for this product called for it to be
manufactured at Warana also available in packs of 100gm as well as 500gm.
Warana Strawberry Shrikhand:-
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Aflavour appricated world wide strawberry is now a high demand kind of
Shrikhand .The specialty through is that Warana it self grows these strawberry twice a
year, available in 100gm& 200gm plastic cups.
Skimmed Milk Powder:Manufactured by dry skimmed milk with spray drying technology after
Pre-
concentration rich in carbohydrate constitutes 3% malsture, 35% protein 52%milk

sugar &less than 1%fat total solids 97%stability of 99.5% shelf life of 12 months at
room temperature available in 25 Kgpolythene liner also in100gm, 500gm&1 Kg
polypacks.
Warana Stamina:This is nutritional method product manufactured from malt extract coccamilk, slides
sugar &other ingredients it is manufactured at a modern plant & available in bottles of
200 gm & 500 gems.
Warana Ghee:Warana ghee keeps up the age-old values complete milk fats (99.7%). granular and
white in co lour. Agmark special grade product shelf life of 6 months at room
temperature available in 200 ml, 500ml, 1lit.polypacks & 15 lit. tin also. Exclusive
cow milk ghee is also available in 500ml.polypacks & 15 lit.tin also.
Warana Lassi:This is a popular Indian fermented drink similar to liquid yogharth. It is made from
fresh cow milk by using lactic acid, bacteria & mixing sugar. It is then pasteurized
homogenized & packed in pouches using from fill seal machine available in
polypacks of 200ml.
Warana processed cheese:-
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Processed cheese is manufactured using perfect blend Natural Ripened Cheese and
fresh cheddar & other cheese contain fat 40% on dry basis & is rich in proteins by
35% on dry basis.
Mazzardla cheese:Manufactured using fresh pasteurized buffalo mozzarella is used mainly for pizza
making the stretching and melting properties are maintained to give best use in pizza
preparations.
DUDH SANGH BOARD OF DIRECTORS

Shri.
Dr.
Bhausahab
Rajaram
Shri. Vilasrao Yashvantrao Patil,
Gulavani
Vice-Chairman, Mangale, Tal. Shirala Dist.
Chairman,Talsande,Tal.Hatkanangale,
Sangli Ph.No.(02345)220038
Dist. Kolhapur Ph. No. (0230)2475118
Shri. Anandrao Dhondieam Ghatage,
Shri. Balaso Tukaram Khade,
Director, Aarale, Tal. Panhala Dist. Kolhapur
Director, Satave, Tal. Panhala,
Ph No. (02328)245102/03
Dist. Kolhapur, Ph No.(02338)245138
Honble Vinay Vilasrao Kore,
Shri. Nemgonda Raigonda Patil,
Minister of Non-Conventional Energy,
Director, Kini, Tal. Hatkanangale,
Director, Warananagar, Tal.Panhala,
Dist.Kolhapur Ph.No.(0230)22363021
Dist. Kolhapur Ph.No.(02328)224055
Shri. Anadrao Bhausaheb Patil,
Shri. Sampatrao Ramchandra Patil,
Director, Khochi, Tal. Hatkanangale
Director, Koregaon, Tal. Walwa,
Dist. Kolhapur, Ph.No.(0230)2374138
Dist. Sangli Ph.No.(02342)246031
Shri. Annasaheb Baburao Desai,
Shri. Arun Babaso Patil,
Director,Bhendawade,Tal.Hatkanangale
Director,Khumbhoj,Tal.Hatkanangale
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MBA Programme
Dist.Kolhapur, Ph.No.(0230)2584423
Shri. Hindurao Rangrao Jadhav,
Shri. Gunandhar Jinpal Madke,
Director,Bahirevadi, Tal.Panhala,
Director, Buwache Wathar,
Tal.Hatkanangale,Dist.Kolhapur,
Ph.No.
(0230)2374028
Shri. Meade Kundlik Patil,
Shri. Mohan Narayan Godbole,
Director, Kekhale, Tal.Panhala,
Director, Kodoli, Tal. Panhala,
Shri. Shamrao Nivruti Patil,
Shri. Balaso Bajirao Patil,
Director, Washi, Tal. Walwa,
Director,AitawadeKhurd,Tal.Walwa,
Shri. Mahaveer Jagonda Patil,
Shri. Vishvas Bapu Kolekar,
Director, Nagoan, Tal.Hatkanangale
Director, Pokhale, Tal. Panhala,
Shri.
Rajaram
Mahadev Shri. Shivaji Ramchandra Kapare,
Deshmukh(Chougle),
Director, Paragaon, Tal.Hatkanangale
Shri. Abhijeet Shivajirao Patil,
Shri. Shivaji Mahadev Jangam,
Director, Chikurde, Tal.Walawa
Director, Jakhale, Tal. Panhala,
Shri. Shripati Ganpati Patil,
Shri. C. N. Gulave,
Director, Jakhale, Tal. Panhala,
Managing Director, Tatyasaheb Korenagar,
Tal. Panhala,
Mrs. Pramila Namdev Nerlekar,
Mrs. Pravita Shivajirao Salape,
Director,Paragaon, Tal.Hatkanangale
Director, Vadgaon, Tal.Hatkanangale
Dist.Kolhapur, Ph.No.(0230)2471114
Mrs. Rihini Dilipkumar Deshmukh,
Mrs. Shobha Prakash Patil,
Director, Kande, Tal. Shirala
Objectives of the organisation:1)
Socio economic development of rural farmers.
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MBA Programme
2)
To provide high quality of milk & milk products.
3)
Giving facilities to employees as far as possible.
4)
To increase the sale of Warana milk & milk product.
Quality truly International :Warana has been recently awarded the ISO 9002 certification. And that's not all,
Warana will be HACCP certified in the near future. Thus increasing the export of its
quality products world over.
Bankers :Bank of India

State Bank of India
Shri. Warana Co-Operative Bank Ltd.
Bank of Maharashtra, Nerul, Mumbai
Ratnakar Bank Ltd, Kolhapur
H.D.F.C Bank, Pune
I.C.I.C.I. Bank, Pune.
The Sangh Bank Ltd, Kolhapur, Laxmipuri.
U.T.I. Bank Ltd, Kolhapur.
Accountant :Mr. R.G. Masavekar, Kolhapur.
Local Auditors & Income Tax Advisor :Mr. A.D. Shinde & Company. Chartered Accountant, Kolhapur
Legal Advisors:Advocate A.D. Murchite Advocate

V.D. Narvekar Advocate S.S.
Pakale
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MBA Programme
Sales Tax Advisor:Mr. Sharad Deshpande

Mr. Jayant Dodawad.
Organizations which attached to Warana Sangh :Amrut Sevak Sahakari Patsanstha

Savitri Mahila Audyogic Sahakari Sanstha.
Amrut Kamgar Kalyan Krida Mandal.
Amrut Bhagini Mandal.
Drathmic Dudh Sevak Sahakari Patsanstha.
Tatyasaheb Kore Dudh Sakhar Vahatuk Sanstha Ltd.
Name of Competitors :Every organisation there are some competitors company most be their in the
market like.
1)
GokulDudh
2) Morana Dudh
3) Walva Dudh ( Krishna Dudh)
4) Mayur Dudh
5) Siddhi Vinayak Dudh
Profit sharing:
25
MBA Programme
Sr
Particulars
No.
Percentag
Amount
Rupees
Reserve Fund
25%
88,027
Dharmadai Fund
20%
70,422
Change In Rate fund
35%
1,23,238
Balance For Next Year
20%
70,421.15
Total
100
3,52,108.15
Achievements
1. First prize for the best technical efficiency at national level for the season
1988-89 from National Federation of Co-operative Sugar Factories Ltd. New
Delhi.
2. Second prize for the best technical efficiency at national level for the season
1982 to 1985 from National Federation of Co-operative Sugar Factories Ltd.
New Delhi.
3. Yashvantarao
Chavan
State
Foundation Award,
1989
to
Karkhana
(Organization) for its work in Agriculture, Industry, and Social service.

4. Best Technical Efficiency Award during 1991-92 seasons (First Prize) from
Maharashtra Rajya Sahakari Sakhar Karkhana Sangh Ltd. Mumbai and
Vasantdada Sugar Institute, Pune.
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MBA Programme
5. Best Technical Efficiency Award at National Level from Central Government
during 1991-92 seasons.
6. First prize for Reduced Milk Extraction and Second prize for best Technical
Efficiency from Vasantdada Sugar Institute, Pune during 1992-93 seasons.
7. 1992-93 Season-first prizes in cane development work in south Maharashtra
and best Technical Efficiency award from Maharashtra Rajya Sahakari Sakhar
Karkhana Sangh Ltd., Mumbai.
8. 1992-93 Season-First Prize in Sugarcanes Development work for Maharashtra
Rajya Sahakari Sakhar Karkhana Sangh Ltd., Mumbai.
9. 1994-95 Season-first prizes in Maharashtra for our member Shri. Dattu Bhau
Jadhav, Tandulwadi for highest yield of sugarcane of 250 M. Tones per
Hectare and First Prize for Adsali Sugarcane Plantation for highest yield of
262 M. Tones per Hectare for our Member Shri. Bhagawan Akaram Jadhav,
Tandulwadi from Vasantdada Sugar Institute, Pune..
10. 1995-96
Season-Sugarcane
Development
Award
(First
Prize)
form
Maharashtra Rajya Sahakari Sakhar Karkhana Sangh Ltd., Mumbai.

11. Vasantrao Naik Pratishthan Puraskar for our Dairy Unit (First Prize) for the
work of out Founder late Tatyasaheb Kore for development of Cooperative
Industry and education.
12. Fie foundation Puraskar to our Founder late Tatyasaheb Kore for the work in
Co-operative and social services.
13. Sahakar Bhushan Puraskar to Founder late Tatyasaheb Kore form Wai
Urban Co-operative Bank for the year 1993.
14. Award (Puraskar) to Mr. Vinay Kore, President of Warana Co-operative Group
of Industries and Education Institutional for his work-in Co-operative and
a. Social Services:
b. Fie Foundation Puraskar, 1997.
c. Sahakar Shree Puraskar, 1997.
15. First prizes in Sugarcane Development Work in highest Sugar Recovery Zone
at nation Level given by National Federation of Co-operative Sugar Factories
Ltd., New Delhi.
16. First prizes to our Chief Agriculture Officer Shri,A.A.Patil as Best Chief
Agriculture Officer in Maharashtra from Vasantdada Sugar Institute, Pune for
1996-97 season
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MBA Programme
17. First prizes from united Western Bank Ltd. To the Managing Director, Shri.
V.S. Chavan for his work in Warana Co-operative group of Industries and
education.
18. 1995-96 Season-first prizes in Maharashtra to our Member Shri. Sudhakar
Vishwanath Todkar, Tandulwadi for highest yield of sugarcane of 3.07 Metric
Tones per Hectare and the Vasantdada Sugar Institute, Pune felicitated him
with Sugar cane Bhushan Puraskar"
19. 1997-98 Season-Best Technical Efficiency Award (First Prize) From
Vasantdada Sugar Institute, Pune
20. Award of: Most Innovative Factory at State Level to our Sugar Factory for
the year 1997-98.
21. Sugarcane Bhushan Puraskar to our Member Shri. Shirpati Boburao Herale
of village Buwache Wathar for getting highest yield at State Level in
Maharashtra in 671 Raton Sugarcane Crop from Vasantdada Sugar Institute ,
Pune.
22. Management Excellence Awards for our Childrens Orchestra from Institute
of Marketing and management, Pune.
23. Award from institute of Marketing &Management-First Prize to our Warana
Co-operative Group as the Best Co-operative Group in India
24. First prizes from Maharashtra Rajya Sakhar karkhana Sangh Ltd., Mumbai for
the Best Technical Efficiency in South zone for the year 1997-98 seasons.
25. ISO-9002 Certificate: ISO-9002 Certificate from m/s: TUV Bayem, Germany
in year 1999.
26. Vanashri Puraskar from Government of Maharashtra in 1999.
27. First prizes to our managing Director Shri. V.S. Chavan as The Best
Managing Director in Maharashtra from Vasantdada Sugar Institute, Pune for
2000-2001 seasons.
28. 2000-200 Season-first prizes in Maharashtra to our member Shri, Bapu
Dayanu Patil, Tandulwadi, Taluka Walwa, Dist. Sangli for the highest yield of
sugarcane of 251.560 M. Tones per Hectare in Sure category from the
vasantdada Sugar Institute, Pune. VSL felicitated him with Sugar cane
Bhushan Puraskar.
29. 2000-2001 Season-Best Technical Efficiency Award (Second prize) in South
Maharashtra from Vasantdada Sugar Institute, Pune.
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MBA Programme
30. Best Sugarcane Development Award for the Season 2000-2001 in Maharashtra
from Vasantdada Sugar Institute ,Pune
Presentation, Analysis & Interpretation of Data

Introduction:
Milk is very important and necessary in human life. All levels of people
from poor to rich use the milk. Milk is the completed food of the small children.Milk
is perishable item, so it is necessary to take it to each & every customer in time. So an
effective distribution channel is important. Hence the study of the distribution channel
of Warana dairy is conducted.
For collection of the data survey & interviews of 25 dealers are
conducted. After collection of the information from the dealers and analysis of the
data is done.The survey is conducted from Kolhapur for interviewing the dealers a
special formulized questionnaire is used. So that all the information from the dealers
can be obtained. The response from the dealers is a great experience. Because some
dealers are positive & some are negative. Some dealers give the detailed information
but some dealers hide information.
From the above information, I study the present distribution channel of
Warana dudh sangh. The information or data, which is collected from the dealers are
analyzed and interpreted as follows.
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MBA Programme
1Collection of Milk
Table no .1
The table showing the collection of the milk during the year.
Sr.No.
Particular
2003-04
2004-05
1
2
3
4
5
6
Buffalo milk
Cow milk
Total milk
Av.Per day
B.M.Per day
C.M.Per day
5,80,29,990
3,25,15,258
9,05,45,248
2,48,069
1,58,986
89,082
5,86,14,790
2,60,17,071
8,46,31,861
2,31,868
1,60,588
71,279
The above table shows that the collection of milk during the year 2003-04 is
increased. And the collection of milk during 2004-05 is decreased. The collection of
milk average per day is 2,48,069 litre in 2003-04. The collection of milk per day is
decreased by 16,201lit. & 17803 lit decrease the quantity of cow milk.
For the more collection of milk the dairy should try to motivate farmer give
the milk to dairy.
2 Production of milk products:-
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MBA Programme
Sr.No.
Table no -2
Particular
1
2
3
4
5
6
7
Ghee
Shrikhand
Doodh Powder
Lassi(200ml Bags)
Table Butter
Cheese
Paneer
2003-04Mt.Tone
1060.24
1880.12
2177.00
2391.93
349.68
16.122
39.273
2004-05 Mt.Tone
948.86
2079.2
1990.8
1920.67
287.48
25.778
66.647
The above table shows that, shrikhand, cheese and paneer productions are
increased but ghee, table butter, lassi,doodh powder productions are decreased this
year.
Graph no -2
The graph showing Production of milk products:-
3Selling of milk products

Table no -: 3
Sr.No
Particular
2003-
2004-05Mt.Tone
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MBA Programme
.
1
2
3
4
5
6
7
04Mt.Tone
Ghee
Shrikhand
Doodh Powder
Lassi(200mlBags)
Table Butter
Cheese
Paneer
785
1850
2015
2228
298
14.55
30.491
854.4
1994.18
1820.10
1904.117
248.13
26.34
66.17
As per as dairy products are concern it is very important to sell the maximum
milk products instead of selling the only milk. This dairy is having 7 products ghee,
shrikhand doodh powder, lassi, table butter, cheese and paneer.
The table shows that sells of products are satisfied. For sell of the products
dairy should try to make brand image of the products in the mind of customers.
The graph below shows that the selling of doodh powder and lassi are
decreased but selling of cheese,ghee,paneer has increased this year. Shrikhand and
table butter is constant.
Graph no-3
4 Price of milk
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MBA Programme
Table No :4
The table showing Dealers opinion about price of milk.
OpinionAbout
Price
High
Low
Affordable
Total
No. Of Dealers
Percentag
e
0
0
25
25
0
0
100
100
Price is very important for the selling of products. It directly affect on the
customer buying decision.
From the above table it is found that the all dealer are satisfied with the milk
price. All of dealers are agreed that the price of all products are not high or expensive.
Dairy has to see the competitor price & maintain price as compared to
competitor.
Graph no.4
The graph showing Dealers opinion about price of milk.
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MBA Programme
Quality of Milk & Milk Products

Table no. 5
The table showing quality of Warana milk.
Quality Of Milk
Average
Good
Best
Total
No.Of Dealers
3
9
13
25
Percentage
12
36
52
100
The quality of milk is directly affect the sales of milk. So give a good quality
of milk is objective of company.
The above table show that majority of 52% dealer opinion about quality of
Warana milk is the best.
Chart no.5
The chart showing percentage of quality of Warana milk.
Quality Of Milk
12%
Average
52%
Good
36%
Best
The above graph shows that most of dealers are satisfied with the quality of
milk.
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MBA Programme
Table No.6
The table showing quality of Shirkhand.
Quality
of
Shirkhand
Good
Satisfactory
Low
Total
No.OfDealers
Percentage
24
1
0
25
96
4
0
100
The quality of shrikhand is affect on the sell of the shrikhand. So that the
quality of shrikhand is the objective of Sangh.
The above table show that 96% dealers opinion about quality of shrikhand is
good.
Graph no.6
The graph showing percentage of quality of Warana Shirkhand
Shrikhand
Percentage
120
100
80
96
60
40
20
0
1
Good
Satisfactory
Low
The above graph shows that all of dealers are satisfied with quality of
shrikhand.
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MBA Programme
Table No.7
The table showing quality of Amrakhand.
Quality
of No.OfDealers
Amrakhand
Good
14
Satisfactory
11
Low
0
Total
25
Percentage
56
44
0
100
The quality of amrkhand is affect on the sell of the amrkhand. So that the
quality of amrkhand is the objective of Sangh.
The above table show that 56% dealers opinion about quality of amrkhand is
good. and 44% dealers opinion is satisfactory.
Chart No.7
The chart showing quality of Amrakhand.
Amrakhand
0%
Good
44%
56%
Satisfactory
Low
The above graph shows that all of dealers are satisfied with quality of
amrkhand.
Table No.8
The table showing quality of Lassi.
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MBA Programme
Quality of Lassi
Good
Satisfactory
Low
Total
No.Of Dealers
Percentage
11
14
0
25
44
56
0
100
The quality of lassi is affect on the sell of the lassi. So that the quality of lassi
is the objective of Sangh.
The above table show that 44% dealers opinion about quality of lassi is good.
and 56% dealers opinion is satisfactory.
Graph No.8
The Graph showing quality of Lassi.
Lassi
Percentage
Percentage
60
40
20
0
44
56
0
Good
Satisfactory Low
The above graph shows that all of dealers are satisfied with quality of lassi
Table No.9
The table showing quality of Ghee.
Quality of Ghee
Good
Satisfactory
Low
Total
No.Of Dealers
19
6
0
25
Percentage
76
24
0
100
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MBA Programme
The quality of ghee is affect on the sell of the ghee. So that the quality of ghee
is the objective of Sangh.
The above table show that 76% dealers opinion about quality of ghee is good.
and 24% dealers opinion is satisfactory.
Chart No.9
The chart showing quality of Ghee.
Ghee
24%
0%
Good
Satisfactory
Low
76%
The above graph shows that all of dealers are satisfied with quality of ghee.
Table No.10
The table showing quality of Cheese
Quality of Cheese
Good
Satisfactory
Low
Total
No.Of Dealers
20
5
0
25
Percentage
80
20
0
100
The quality of cheese is affect on the sell of the cheese. So that the quality of
cheese is the objective of Sangh.
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MBA Programme
The above table show that 80% dealers opinion about quality of cheese is
good. And 20% dealers opinion is satisfactory.
Graph No.10
The Graph showing quality of Cheese.
Cheese
Percentage
80
60
40
20
0
80
20
1
Percentage
0
3
Good Satisfactory Low
The above graph shows that all of dealers are satisfied with quality of cheese.
Table No.11
The table showing quality of Table Butter.
QualityofTable Butter.
Good
Satisfactory
Low
Total
No.OfDealers
14
11
0
25
Percentage
56
44
0
100
The quality of table butter is affect on the sell of the table butter. So that the
quality of table butter is the objective of Sangh.
The above table show that 56% dealers opinion about quality of table butter is
good. and 44% dealers opinion is satisfactory.
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MBA Programme
Chart No.11
The chart showing quality of Table Butter.
Table Butter
Low
0%
Satisfactory
Good
44%
56%
The above graph shows that all of dealers are satisfied with quality of table
butter.
Table No.12
The table showing quality of Milk Powder.
QualityofMilkPowder
No.Of Dealers
Percent
age
Good
14
56
Satisfactory
Low
Total
11
0
25
44
0
100
The quality of milk powder is affect on the sell of the milk powder. So that the
quality of milk powder is the objective of Sangh.
The above table show that 56% dealers opinion about quality of milk powder
is good. and 44% dealers opinion is satisfactory.
Graph no -12
40
MBA Programme
The Graph showing quality of Milk Powder.
Percentage
Milk Powder
60
50
40
30
20
10
0
56
44
Good
Percentage
0
Satisfactory
Satisfactory
Low
The above graph shows that all of dealers are satisfied with quality of milk powder.
13.
Package of Milk & Milk Products
Table No. 13
The table showing Dealers opinion about quality of packing.
Product
Milk
Shrikhand
Amrakhand
Lassi
Ghee
Cheese
Table butter
Milk powder
good
80
100
76
76
84
84
76
44
Average
20
0
24
24
16
16
24
56
Poor
0
0
0
0
0
0
Total
100
100
100
100
100
100
0
0
100
100
The quality of packing is affect on the sell of the products. So that the quality
of packing is the objective of Sangh.
41
MBA Programme
The above table show that 76% dealers opinion about quality of packing of
amrkhand lassi and table butter is good. and 84% dealers opinion about packing of
ghee and cheese is also good. and 100% dealers opinion about packing of shrikhand is
good. The quality of packing of milk powder is 56% with average the dealers opinion
about the packing of milk is 80%.
Opinion About Quality of Packing
percentage
120
0
20
100
80
60
80
40
0
100
0
24
0
24
0
16
76
76
84
0
16
0
24
84
0
56
76
44
20
good
average
Mil
kp
ow
der
er
le b
u tt
Tab
Ch
ees
e
Gh
ee
Las
si
Am
rak
han
d
Shr
ikh
an
Mil
k
poor
Graph No-13
The above graph shows that all of dealers opinion about packing of various
milk products.
14 Place (Availability of product)

Table No. 14
The table showing Dealers opinion about availability of products.
Availability of products
Regular
Irregular
Total
No.of dealers
25
0
25
Percentage
100
0
100
42
MBA Programme
To give better service to the customer it is most important to make available
the
products
at
the
right
place
and
at
the
right
time.
The above table show that the dairy is 100% successful in making the availability of
products to the place of dealers. It means dairy should minimize the problems of
transportation and makes the product available to the dealers. If milk reach late to the
dealer the quality of milk will disturb.
Graph No.14
The graph showing availability of products.
Availability Of Products
100
Percentage
100
80
60
40
0
Percentage
20
0
Regular Irregular
15 Availability of Credit Facility

Table No. 15
The table showing availability of credit facility.
Availability
of
credit No.of dealers
Percentage
facility
Yes
No
Total
In the promotional activity the three
14
56
11
44
25
100
things are included advertising, credit
facility, installment facility. These three things are most important to increase the sale.
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MBA Programme
The above table shows that 56% dealers getting credit facility.
So in some critical situation the dairy have need to give credit facility to
dealer. If the dealers are motivated by given this facility then they will work with keen
interest
Chart No.15
The chart showing availability of credit facility.
Availability of credit facility
No
44%
Yes
56%
16 Commission For dealer

Table No. 16
The table showing commission for Dealer.
Commission for Dealer.
No.of dealers
Satisfactory
24
96
Unsatisfactory
25
100
Total
Percentage
Commission of dealer is one of the important factors. The interest of dealers

depends upon the commission given to them.
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MBA Programme
The above table shows that 96% dealers are satisfied about commission. and
only 4% unsatisfied about commission.
Chart No.16
The chart showing Commission for Dealer.
Commission For Dealer
Percentage
96
Satisfactory
Unsatisfactory
17 Time of delivery
Table no.17
Sr.no.
Preference
No.of dealer
Percentage
1
2
Feasible
Unfeasible
25
0
100
0
It is important that the to make an available product at the right place and right
time. The above table shows that the delivery of milk and milk products are feasible.
100% dealers are opinion that time of delivery is feasible. The milk is reach to the
dealer at right time. This is big positive point of the dairy to reach the milk and milk
products at the right time.
Graph no -17
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MBA Programme
The above graph shows the time of delivery of the products supplied by the company
to the dealers.
Distribution Channel of Warana Milk & Milk products:

The pattern of Distribution Channel of Warana milk & milk products is ,
Manufacture..DealerCustomers.
Though the pattern of distribution channel is simple , the dairy must study the
following design of distribution channel
1)Design of distribution channel :

The dairy must take care of the following points while designing of the
distribution channel.
a) Coverage of target market.
b) Analysis of product.
c) Transport.
d) Handling.
e) Accounting.
f) Organization resources for matching the channel design.
g) To see the competitors channel pattern.
h) Develop a alternative channel design and selection of one that suit the
organization most.
2) Selection of dealers:-
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MBA Programme
The dairy must concentrates on the qualities of the dealers, while selecting
the dealers.
The dairy will think following points while selecting the dealers.
a) Dealers business capacity.
b) Dealers business reputation.
c) Dealers financial capacity & willingness to invest in the line.
d) Dealers relation with customers.
e) Dealers experiences.
f) Dealers opinion & attitude about the dairy.
g) Dealers social status.
Findings & Suggestions

Findings
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MBA Programme
Any study cannot end without the finding in it .so after the deatailed study
following are the some important findings.
1)The production of shrikhand, cheese & paneer is increased in 2004-2005 but
ghee,table butter,doodh powder&lassi production is decreased.
2)
The selling of dudh powder & Lassi are decreased but selling of
cheese,ghee,paneer is increased & selling of shrikhand & table butter is

constant.
3)
The opinion of majority dealers about quality of Warana milk is best &
some are having good opinion.

4)
All dealers are satisfied with the price of milk.
5)
The majority dealers are having satisfactory opinion about quality of
lassi and some are having good opinion.

6)
Majority
of
dealers
are
having
good
opinion
about
quality
shrikhand,amrakhand,ghee,cheese, Table butter&dudh powder but some are

the only satisfied.
7)
The majority of dealers are having satisfactory opinion about quality of
lassi and some are having good opinion.

8)
The packing of milk products is not so much attractive. This affects the
demand of product in the market.

9)
The delivery of milk products are feasible about 100% dealers are agree
that delivery of milk is feasible.

10)
11)
Only 56% dealers are getting credit facility by dudh sangh.

Majority dealers are satisfied about the commission.
48
MBA Programme
12) Some dealers are complaints about the leakage of packaging.
Suggestions
1) The dairy should be appoint the agent area-wise to increasing the cell of
the milk & milk products. If the agent are appointed the products are
available for the customers at any time.
2) While selecting the dealers the dairy should see the qualities of the dealers
& restrict them for particular territory.
3)
4) To search the area where the milk is not reached &tries to cell milk in
those areas.
49
MBA Programme
5) The dairy should give the some promotional activities to the dealers, such
as credit card facility, installment payment etc. if sufficient promotional
activities are given to the dealers, they will try to attract more customers
towards the Warana milk and milk products.
6) The dairy must give the reasonable commission to the dealers.If
reasonable commission is given to the dealers they will work more and
also they will start home delivery. Automatically company sales will be
increase.
50
MBA Programme
BIBLIOGRAPHY
1)
Marketting Management- Philip Kotler
2)
Marketting Management-Ramaswami.
3)
Fundamental of Marketting-William J. Stanton
4)
Annual report of Shree. Warana Sahakari Dudh Utpadak Prakriya

Sangh Ltd.Tatyaso Korenagar.
Annexure
1] Name of Dealer: -------------------------------------------------2] Name of the Firm: ----------------------------------------------3] Period since services started year: ------------------------------------4]Different products distributed with brand name:
a) -----------
b)-------------.
d)--------------
e)-------------
g)--------------
h)--------------
c) ----------f)--- --------
5] Opinion about the price of Warana milk:

51
MBA Programme
High
{ } low{ }
affordable { }
6]Quality of Warana milk :

Average { } Good { } Best { }
7]Quality of shrikhand :
A)Warana: Good { } Satisfactory { } Low { }
8]Quality of amrakhand :
9]Quality of Lassi:
10] Quality of Ghee:

11] Quality of Cheese:
12] Quality of Table butter:
a) Warana: Good { } Satisfactory { } Low { }
13] Quality of Dudh powder:
14]Opinion about Quality of packages for Warana products:
A)Shrikhand:
Good { } Average { } Poor { }
B)Amrakhand:
c)Milk:
52
MBA Programme
D)Lassi:
E)Cheese:

F)Table Butter: Good { } Average { } Poor { }

G)Dudh powder:
H)Ghee:

15]Availability of Product:
Regular { }
Irregular { }
16]Credit facilities obtained from the company:

Yes { }
No { }
17]Credit for the days : 10( )
20(
) 30 { } 60{ }90{ } above
18] Deposited Payments:

Yes { } No{ }
Rs-----------.
19]Commission for dealer (In %):-----------Satisfactory { }
Unsatisfactory { }
20] Different services offered by Warana sangh :

Good { } Satisfactory { } Unsatisfactory { }
21]Time of delivery :
Feasible { } Unfeasible { }
22] Attitude of supervisor of WARANA Dudh Sangh
Co-operative { } Non Co-operative { }
53

MBA Study of Warana Dairy's Distribution Channels

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MBA Study of Warana Dairy's Distribution Channels

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MBA Programme

Distribution channel with special reference to Shri. Warana Sahakari Dudh

INTRODUCTION TO THE STUDY

Again the marketing is selling the goods . If company sales

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1.2 Intention of the Study

1.3 Objective of the Study

study. These objectives

of the project study are given bellow.

To study in detail the present distribution channels and present

distribution pattern of Shri. Warana Sahakari Dudh Utpadak Prakriya Sangh

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5) To study the factors which affects on the choice of distribution channel?

1.4 Scope Of The Study:

Shri. Warana Sahakari Dudh Utpadak Prakriya Sangh

Ltd.Tatyasaheb Korenagar is facing lot of competition in market vis-a-versa

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Sahakari Dudh Utpadak Prakriya

1.5 Research Methodology:

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1.6 Limitations Of The Study:

It becomes difficult to collect the necessary information in

within a short span of time 50 days.

research work due to fear of the management action.

project study is completed by assuming that information given by the

dealer is fully right.

some of the dealer were not available at their shop.

Conceptual Framework of study

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of the business concern is to make the effective distribution channel. Because

What a distribution channel is?

Function of distribution channel:

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a) Help In Production Function:

b) Matching Demand & Supply :

Financing The Producer:

manufactures in cash. This enables the producer to undertake large-scale

E) Stabilizing The Prices:

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They help in forecasting the demand.

They are source for information at the time of market research.

Pattern of distribution channel:

The producer may sale door to door or by mail.

then to the consumers.

Design of distribution channel

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Specifying The Role Of Distribution:

2) Selecting The Type Of Channel:

3) Determining Intensity Of Distribution:

4) Choosing Specific Channel Members:

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Factors affecting the choice of channel of distribution:

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D) Selling Price Per Unit:

2) Market Factors / Consumers Factors:

A) Consumer / Industrial Market:

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3) Company Or Enterprise Factor:

B) Size Of The Company:

D) Attitude Of Company Executives:

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Group Information Dairy: