MEASURES FOR IMPROVING

LIQUID MILK MARKET

IN DAHOD & PANCHMAHAL
DISTRICTS
Presented by
Amarkant Sinha
 SALES PATTERN OF MILK
DURING PAST YEARS
YEAR SALES IN LITERS
1997-98 62764
1998-99 68110
1999-2000 67272
2000-01 66893
2001-02 64137
2002-03 59916
2003-04 62455
2004-05 65601
Type of milk sold by the dairy and
its composition
Fat SNF
Name of variant content content
Amul Gold (FCM) Min 6% Min 9.1%
Amul Shakti Min 4.5% Min 8.5%
(Standardized)
Panchamrut (Toned) Min 3% Min 9%
Double toned milk Min 1.5% Min 9%
"Health" (DTM)
 Objectives of the study
• To understand the liquid milk and milk
product market in the Panchmahal and
Dahod districts
• To assess the consumer preference

•To develop and suggest strategies for growth

in sale of liquid milk in the existing market and
to develop strategy to enter newer market
 Research Problem

•To explore the new vistas for growth in

sale of liquid milk in the Panchmahal and
Dahod districts
 Decision Problem

•Increasing the sales of liquid milk from

existing 65,000 LPD to 80,000 LPD in the
Panchmahal and Dahod district by April
2006.
 Scope of the Study
Local Sales area of the Panchmahal Dairy
• Godhra
• Dahod
• Halol
 Methodology
• Discussions with sales offices’ staffs
• Questionnaire
a) Agents
b) Household Consumers
• Trip on Dairy’s Vehicle
 Sources of Information
Primary Sources
• Agents of Panchmahal Dairy
• Consumers of Panchmahal Dairy
• Staffs of Panchmahal Dairy
Sources of Information
Secondary Sources
•Annual report of Panchmahal dairy
•Sales office records
•IRMA library
•Other office records of Panchmahal dairy
 Sampling Plan
Sampling plan for agents: Random sampling

City Number of Agents Surveyed

Godhra 17
Dahod 13
Total 30
Sample of Consumers
City Number of Consumers
Surveyed
Godhra 149
Dahod 84
Halol 30
Total 263
 Limitations
• Non-response error due to lack of interest of
the respondent
• Response error due to factors like social
desirability and because of the length of the
questionnaires
• Time constraint and torrential rain for
fifteen days
• Language problem
 Findings
• Agents’ Survey
• Sales and Distribution Channel study
• Consumer Satisfaction Survey
Findings from agents'

survey
Storage of Milk At Agent’s
Shop
PLACE OF STORAGE OF MILK

7% OPEN
10%
DEEP
FREEZER
REFRIGERATO
83%
R
 Type of shops owned by
agent
TYPE OF SHOPS OWNED BY AGENTS

80
70
60
50
40 73.3
Ser i e
30
20
20
10
3.3 3.3
0
GROCERY PCO HOME OTHER KIND
SHOP
Number of agents of Panchmahal
dairy
250 234236238238236235
229
219220
200 199
176
166
150 140141139140146
116113122
105
100 95

50

0
1983- 1986- 1989- 1992- 1995- 1998- 2001- 2004-
84 87 90 93 96 1999 2002 2005
 Extent of satisfaction with
incentives offered
HIGHLY SATISFIED

3%
33% SATISFIED
30%

UNDECIDED
34%
SLIGHTLY
DISSATISFIED
 Home delivery of milk

70
60
50

40 69
30
20 31
10
0

yes no
 Agents charging extra for
home delivery

46%
YES
NO
54%
Training to agents by the
dairy
3%

YES
NO

97%
 Sales and Distribution
Channel
• Delivery Time
• Routes Study
 Findings from
consumer's surveys
 – Source of milk purchased
by the consumers
60

50

40

59
30

20 33.7

10
5.4 1.8
0
Panchamrut Doodhiya milk Private dairy Any other
dairy milk farm
Consumers knowing the
constituents of milk
21%

YES
NO

79%
 door_delivery

50
importance of door delivery
40

30
Percent

20

10

0
very high high moderate low very low

door_delivery
 credit_facility

50

40

30
Percent

20

10

0
high moderate low very low
 Freshness of Panchmahal
dairy milk
2% 3%

37%
very good
good
neutral
bad

58%
Satisfaction with pack size
of Panchmahal dairy milk
 Healthiness of Panchmahal
dairy milk
1% 7%
38% very good
good
neutral
bad
54%
Tastiness of Panchmahal
dairy milk
8% 1% 16%
very good
good
neutral
bad

75%
Perception regarding tea or
coffee making
50

40

30
48
20 38

10
10
4
0
VERY GOOD GOOD NEUTRAL BAD
 Pricing regarding Panchmahal
dairy milk

7.80%
31.10%
good
neutral
bad

61.10%
 Packaging of Panchmahal dairy
milk
60

50

40

30 53.3

20 33.9

10
4.4 8.3
0
very good good neutral bad
 Perception regarding consumer
orientation programme

30%

YES
NO

70%
Preference regarding type of milk
PREFERENCE REGARDING THE TYPE OF MILK

7% 2%
COW
27%
BUFFALO
BOTH
IGNORANT
64%
SWOT analysis of Panchmahal
dairy milk
STRENGTH
• High credibility and
awareness of brand
name
• Agent system
• Lack of organized
competition
• Sense of pride among
people about the milk
SWOT analysis contd..
WEAKNESS
• Poor packaging
quality of Panchamrut
milk
• Low awareness about
200 ml pack
• low penetration of
agents
• high turnover among
agents
SWOT analysis contd..
OPPORTUNITIES
• Expansion in newer
areas new industrial
areas or townships
• 40% market of
doodhiyas
• Less supply of milk
in summers by
doodhiyas
SWOT analysis contd..
THREATS
• Loyal consumer
base of doodhiyas
• Entrance of newer
players in the sector
such as “Sanchi”
• Adoption of
dairying as a new
business by youths
 Recommendations
• Tapping commercial institutes such as
canteens, hotels, ice cream parlours

• Discovering and entering new

geographical
markets
• Educate the customers
 Recommendations contd..
• Reduction in leakage and improvement in
packaging can bring about difference
– Extra pouches for leakage
– Easy replacement policy for leaked packs
– Improvement in checking for leakages
– Shifting to old system of packaging
• Formation of grievance cell in the dairy
for prompt response and feed back
 Recommendations contd..
PROMOTION SCHEMES
• “PANCHAMRUT SCHOLARSHIP” to
toppers in school
• Sponsorship of competition in schools
• Emphasis on drinking of milk at home
• Prizes in the form of milk and milk products
• Lottery draw for regular customers having
coupons
 Recommendation contd..
• Promotion schemes for agents
• reduction in initial security deposit amount
• Increase in number of agents for availability
of milk every where
• New unsold package policy & leakage
policy
• yearly meetings of agents
Recommendations contd..

• Introduce schemes for retailers and

present sales promotion gifts,
calendar,carry bag etc
•Door Delivery
•Milk booth
Recommendations contd…
Slab system for the deposit for new agent.
• For sales less than equal to 300 LPD
amount Rs 6000/-
• For every 100 Liters extra
additional amount of Rs2000/-
• Also when the deposit matures interest
should be given to agents at nominal rates.
48