Summer Training
Project Report
Submitted to the Dr. A.P.J. Abdul Kalam Technical University,
Lucknow
In partial fulfillment of
The requirements for the award of the degree
Of
Master of Business Administration
(MARKETING)
SUBMITTED BY
AKHILESH KUMAR
Roll No. : 1780170018
Session : 2017-19
I hereby declare that the survey, data collection and analysis work related to
Summer Training Project report titled "4 PS OF MARKETING WITH THE
REFERENCE OF SUDHA DAIRY IN PATNA” has been carried out
exclusively on my efforts under the guidance of VANDANA MAM.
I, further declare that this work was neither published nor submitted to any other
institution for award of any other degree or diploma.
(Signature)
AKHILESH KUMAR
Roll No. : 1780170018
Batch : 2017-19
G.L.Bajaj Institute of Technology & Management
SUPERVISOR’S CERTIFICATE
This is to further certify, to the best of my knowledge, that this work was neither
published nor submitted to any other institution for award of any other degree or
diploma.
Signature
(VANDANA MAM)
(Assistant Manager (Marketing))
Date:
ACKNOWLEDGEMENT
First of all I would like to express my thanks to management of the Sudha dairy for
allowing me to complete my training there. I am thankful to Mr. Arvind Kumar,
Managing Director, who arranged my training programmed in the organization.
And lastly that name who encouraged and assists me, every time in my life. They
always tries to boost up my morality therefore I easily overcome all hindrances.
That name goes to my loving parents and all family members.
{AKHILESH KUMAR}
PREFACE
As a Master of Business Administration student, we should go through a practical
training for six weeks. The Project Training is an essential part in MBA curriculum. It
enables the student to share the experience in industry.
The topic of my project was "A Brief Study of Marketing Prospects of Sudha Large
Size Ice-cream with special reference to Sudha Dairy (TIMUL), PATNA ".
Then either we choose for ourselves, a problem research, which is to be solved during
these weeks training programme or organization itself, give the problem for research.
The problem research is generally chosen taking into consideration the weakness of
the organization , so that finally when the findings of the research come out through
researcher, it helps the organization to take remedial action.
To complete such a study required grasp information from the market. I have
conducted a detailed market survey in PATNA , I had gone through several Ice-cream
outlets, consumers and collected information regarding the Sudha Large Size Ice-
cream.
I want to point out a very important aspect of this training that is right from the stage
of formulating the research problem to the stage of report writing, my knowledge
specially as regards to marketing research, has undoubtedly enhance. It is not a
criticism rather than a humble approach of a student of Business Management to look
into the various problems and may have deficiencies, which have incurred due to my
lack of technical knowledge.
CONTENTS
Page No.
Executive Summary 01
Chapter - 1 02 - 06
Introduction of the study
Statement of the Problem
Objective and Scope
Chapter - 2 07 - 37
Company Profile
Chapter - 3 38 - 47
Theoretical Aspect
Chapter - 4 57 - 60
Research Methodology
Chapter - 5 61 - 85
Data Analysis and Interpretation
SWOT Analysis
Chapter - 6 86 - 89
Findings
Recommendation
Chapter - 7 90 - 98
Conclusion
Limitations
Bibliography
Questionnaire
Executive Summary
An organization must look into the needs and wants of their customers to be
successful. Marketing prospect is a term generally used to measure a customer’s
perception of a company’s products and services. That is the reason researchers
have continuously emphasized on the importance of consumer satisfaction.
Consumer satisfaction is important because many researchers have shown that
consumer satisfaction has a positive effect on an organization’s profitability.
Service quality is the fundamental factor to measure customer satisfaction at the
FMCG sectors.
Management course is a course, which teaches the student to get the work done
properly on different available resources viz. man, machine, material, money etc.
So, that there can be satisfaction from both the organization side and worker side
who plays a significant role in achieving success. So for the fulfillment of
management course project training is required for each student in the different
concern to get accustomed to the situation of the concern. The main objective of
such training is to make proper implementation of theoretical ideas into the
practical aspect. In such a short span of training of six weeks, student learns to
develop their theoretical views in real life. Besides, this training is essential take
part with different personalities, to make decisions and after all to create a good
co-operative environment amongst the employees.
So, that in future, after completion of Management Course a student can adopt the
situation of the concern quickly based on his training ideas. The marketer’s job is
to understand the buyer’s decision at each stage and what influences are operating.
This understanding allows the marketer to develop an effective and efficient
market programme for the target market.
Statement of the Problem
The training in any organization gives an idea of different marketing activities and
also the decisions are taken tactfully when any problems comes to executives. So
the way of problem solving, right decision-making and knowledge of different
types of marketing activities gives much importance to this study.
Chapter - 2
Company Profile
Company Profile
Some of the great Indian leaders realized the importance of co-operative societies
in such situation Mahatama Gandhi told that “A co-operative society should be
organized with the willing consent of the conversants with love and
understanding.”
The concept of the co-operative society for the milk producers was accepted to the
solution of difficulties. The idea was ideally welcomed by the milk producers who
quickly revised its importance and heartily participated in the new venture.
Tirhut Dugdh Utpadak Sahkari Sangh Limited, PATNA Dairy, Bihar (Tag
Line "RISTA VISHWAS KA") is largest milk union in the eastern part of India -
an industrial deprived region, 14th January, 1991 was the day when PATNA Dairy
was handed over by Bihar State Cooperative Milk Producers Federation Limited
(COMPFED) to management of Milk Union.
BACKGROUND
PATNA dairy was established as joint venture of Bihar State Government and
United Kingdom Freedom for Hunger campaign organization , UKFHC (United
Kingdom Freedom Hunger Corporation), provides various equipments and capital
this venture both Bihar Government and UKFHC jointly share the expenses in
which state government provided 50% as capital and 50% as loan. This dairy was
inaugurated on 12th March, 1982 with the capacity production of 25000 litres,
milk per day under Operation Flood programme.
For the rapid development of the programme and meeting the demands of milk
state wise under Operation Flood Scheme. State Government established an apex
Co-operation Milk Producers Federation (COMFED) on 18 th April, 1983. Under
this milk producing places formed at district level. Its objectives include increasing
the production of milk, its marketing providing pure milk and various milk
products to customers on 21st April, 1984. The whole established mechanism was
transferred into federation. This system help rural areas milk producers as they
started getting cost of their milk.
Keeping in view, all these development on 22 nd July, 1988 Tirhut Milk Producer
Co-operative Federation. A board of directors was established on 27 th February,
1989 from among the milk producer members.
On 14th January, 1991, PATNA dairy was handed over to federation management.
Now, under the able guidance of federation management which democratically
elected the body and the Managing Director which functioning properly and
effectively.
The products of dairy are marketed under the brand name of “SUDHA” . The dairy
has large network of retailers to sale its products.
Area of Operation
There are six district level Milk Producers' Cooperative Unions affiliated to the
Milk Federation. These milk unions are covering twenty-six districts and in
addition five districts are being covered by the Federation.
Different milk unions, which are organising the DCS network in these districts are
as follows:
i. Vaishal Patliputra Milk Union, Patna covering Patna, Vaishali, Nalanda, Saran
and Sheikhpura districts.
ii. DR Milk Union, Barauni covering Begusarai, Khagaria, Lakhisarai and part of
Patna Districts.
iii. Tirhut Milk Union, PATNA covering PATNA , Sitamarhi, Sheohar, East
Champaran, West Champran, Siwan and Gopalganj.
v. Shahabad Milk Union, Ara covering Bhojpur, Buxar, Kaimur & Rohtas
districts.
The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad now in
Jharkhand are being covered by the dairies directly under the control of Milk
Federation for the supply of milk and milk products to the urban consumers in
these cities. Procurement of milk has been taken up in Ranchi districts only.
Processing Capacities
Name of the Plant Capacity(TLPD) Management
Patna 150.0 VPMU
Barauni 300.0 BMU
PATNA 150.0 TMU
Samastipur 250.0 MMU
Arrah 100.0 SMU
Jamshedpur 100.0 COMFED
Ranchi 100.0 COMFED
Bokaro 100.0 COMFED
Bhagalpur 60.0 COMFED
Gaya 35.0 COMFED
Purnia 10.0 BMU
Bulk Coolers
Other Plants
Plant Capacity
CFP, Patna 100 MTD
CFP, Ranchi 100 MTD
CFP, Kanti,Muz'pur 60 MTD
Ice-cream plant,Patna 3TLPD
Tirhut Dugdh Utpadak Sahkari Sangh Limited, PATNA , Dairy, Bihar
AT A GLANCE
Number of Tankers
I. Small Tankers 15
II. Big Tankers 12
Marketing Areas
PATNA
Motihari
Betiah
Raxaul
Sitamarhi
Gopalganj
Siwan
Sahebganj
Number of Employees :-
Officers 25
Skilled 194
Non-Skilled 423
Total 642
Tirhut dugdh Utpadak Sahkari Sangh is the largest dairy in Bihar. The main
product of TIMUL is pasteurized milk . Its brand name is “SUDHA”.
In order to boost the sale of liquid milk, the diaries adopted the following
strategies:-
Reaching close to the consumers by expanding the retail network and
establishing new whole day milk booths. Strengthening of door-
delivery system.
Strengthening of marketing teams by inducting professionals and
better supervision.
Service to retailers and redressed of consumer complaints.
Liberalizing the terms for appointment of retailer’s viz. reduction in the
security deposits, facility for cash collection, increased commission, etc.
Creating consumer awareness and education.
Milk and milk products marketing in PATNA milk union are done through proper
supply chain management. Here one distributor is appointed at each district/block
level. Under this distributor several retailer works .so products to the consumer is
reached through retailer/ samiti only. No direct sale of milk and milk product is
being made. In PATNA milk union totally there are 12 distributors and about 1034
retail outlets. Totally they cover the population of 7, 49,870 consumers. Here per
capita consumption is about 200ml per consumer. From the data it becomes clear
that about 1549 consumers are covered through single outlet.
From the factory milk reaches to the distributor and from here it reaches to retailer
and finally to consumer.
FACTORY
DISTRIBUTOR DISTRIBUTOR
RETAILER RETAILER
CONSUMER
Product Details
Tirhut dugdh Utpadak Sahkari Sangh is the largest dairy in Bihar. The main
product of TIMUL is pasteurized milk . Its brand name is “SUDHA”.
LIQUID MILK
Presently dairy markets two types of milk namely toned milk (TM) and
standard milk (SM) is also known as full cream milk. Besides two types of milk
dairy also produces other kinds of milk time to time as per demand. Milk is
categorized on the basis of the percentage of fact and solid Not Fat (SNF)
present in the milk. The percentage of these combinations that are Fat and
SNF includes water (87%) protein (3.5-5%) lactose (4.6-5%) mineral (0.7-
8.8%), carbohydrate (4-5%) etc. Liquid Milk is sold at a brand name of
“SUDHA”, thus standard milk is as follows:
Product Details
Product Name Sudha Healthy (Toned Milk)
Description Pasteurized Sudha Milk meets the FSSAI Standards for
respective type of milk.
Packaging and 1000 ml Polypack - Bihar-Rs.30.00, Jharkhand-Rs.32.00,
MRP/Pack Delhi/NCR-Rs.34.00
Nutritional Information
Nutritional Information(Approx. values)
Amount per 100 ml
Energy 58 Kcal
Energy from Fat 27 Kcal
Total Fat 3.0 g
Saturated Fat 1.9 g
Cholesterol 8.0 mg
Total Carbohydrate 4.7 g
Added Sugar 0.0 g
Protein 3.1 g
Calcium 150 mg
Phosphorous 130 mg
Sodium 50 mg
Thiamine 42.5 mcg
Riboflavin 120 mcg
Niacin 100 mcg
Folic Acid 7.5 mcg
Vit.A(Retinol) 32 mcg
Product Details
Product Name Sudha Cow Milk
Description Pasteurized Sudha Milk meets the FSSAI Standards
for respective type of milk
Packaging Poly Pack – 500ml, 1000ml.
Product Specifications
Composition FAT(%) 3.5 min
Product Details
Product Name Sudha Gold (Full Cream Milk)
Description Pasteurized Sudha Milk meets the FSSAI
Standards for respective type of milk.
Packaging Poly Pack – 500ml, 1000ml.
Product Specifications
Composition FAT(%) 6.0 min
Sudha Shakti
Product Details
Product Name Sudha Shakti (Standard Milk)
Description Pasteurized Sudha Milk meets the FSSAI
Standards for respective type of milk
Packaging Poly Pack – 500ml,1000ml.
Product Specifications
Composition FAT(%) 4.5 min
Sudha Smart
Product Details
Product Name Sudha Smart (Double Toned Milk)
Description Pasteurized Sudha Milk meets the FSSAI
Standards for respective type of milk
Packaging Poly Pack – 200ml,500ml.
Product Specifications
Composition FAT(%) 1.5 min
(2) PEDA :-
This is a unique products of the Dairy which has started from November,
1992. Peda is traditionally porepared by mixing Khoa and sugar
in the ratio of 3:1.
It is used as a delicious sweet which is very popular in
North Bihar. Specially on the occasion of various religious festivals as saraswati
Puja, Durga Puja, ID-UL-Fitar and X-mas etc.
(3) PANEER :-
Paneer is a coagulated Milk product obtained by
coagulation of Milk and by addition of citric acid and
chena. it is started in December 1992.
(5) LASSI :-
It is also a popular and delicious product of PATNA
Dairy, which has been launch in the market and it is the most
popular and liked by people in summer season. It was started
in April 1993.
It is very useful in the case of indigestion.
6) TABLE BUTTER :-
T. Butter is sold in the market as the brand name
of "SUDHA". It was started by PATNA Dairy in 100
gms. rappers in Oct., 1993. 'But in these days it is
available in 50 gms. of wrappers. Now a days it is also
available indifferent gms. of wrappers.
(9) During the year 2001-03 some special sweets are introduced in the market
by the Sudha Dairy, like LEDIKENI, BALUSHAHI,
CHOCOBURFI.
These sweets are delicious and favourite in his North Bihar region.
Product Name: Sudha KEASR PISTA Product Name: Sudha TUTTY FRUITY
Pack Size : 100ml, 500ml, 1000ml, 4000ml. Pack Size : 100ml, 500ml, 1000ml, 4000ml.
Product Name: Sudha KAJU KISMIS Product Name: Sudha BLACK CURRENT
Pack Size : 100ml, 500ml, 1000ml, 4000ml. Pack Size : 100ml, 500ml, 1000ml, 4000ml.
Product Name: Sudha LOVE Product Name: Sudha MANGO
Pack Size : 100ml, 500ml, 1000ml, 4000ml. Pack Size : 100ml, 500ml, 1000ml, 4000ml.
The company is headed by Managing Director (MD). Next after the MD is the
General Manager (GM). There are six major departments as follows:
(i) Personnel
(ii) Finance
(iii) Marketing
(iv) Purchasing
(v) Procurement
(vi) Production
As we know that Shudha is a no.1 brand in dairy sector in North Bihar. But Sudha is not
milk producer in North Bihar. There are a lot of competitor in market such as Amul, Raj,
Amrit, Everyday, Nestle etc. But Amul is a very tough competitor of Sudha and its
product range is also wide. Customer always gives first priority to Sudha because this is a
local company and there are a large number of retailers of Sudha so that customers easily
reaches to the Sudha Parlour and purchase its product according to their need. But
sometime like festivals and matrimonial ceremony the demand of milk and its by product
become very high and then that time Sudha become unable to fulfill the requirement of
customer then customer take in use other company to fulfill their need.
Company Market Share
Sudha 46%
Raj 4%
Amrit 1%
Amulya 10%
Everyday 0.4%
Nestle 0.6%
Others 38%
Chapter - 3
THEORETICAL ASPECT
Theoretical Aspect
The prospect of any product depends upon the market demand and company’s
demand. The market demand is measured by using various demand forecasting
techniques, which is discussed below. But before that we should be familiar with
the basic terminology of the market as given bellow:
2. Statistical Method.
Statistical method which utilize historical and cross-section data for
estimating long-term demand. Statistical methods are considered to be
superior techniques of demand estimation for the following reasons.
The econometric methods are briefly described here under two basic
methods.
2.C.a. Regression Method.
Regression analysis is the most popular method of demand
estimation. This method combines economic theory and statistical
techniques of estimation.
Product demand in the market can be simultaneously find out along with the
companies product demand.
Company demand
It is the company’s estimated share of market demand at alternative levels
of company marketing effort in a given time period. It depends or how the
company’s products, services, prices and communications are perceived relative to
the competitors. It other things are equal the company’s market share will depend
on the relative scale and effectiveness of its market expenditures. Marketing model
builders have developed sales response function to measure how a company’s sales
are affected by its marketing expenditure level, marketing mix and marketing
effectiveness.
Marketing research
Marketing environment
The market environment is a marketing term and refers to factors and forces that
affect a firm’s ability to build and maintain successful relationships with
customers. Three levels of the environment are: Micro (internal) environment -
forces within the company that affect its ability to serve its customers. Meso
environment – the industry in which a company operates and the industry’s
market(s). Macro (national) environment - larger societal forces that affect the
microenvironment.
Market segmentation
Market research, as a sub-set aspect of marketing activities, can be divided into the
following parts:
Primary research is often expensive to prepare, collect and interpret from data to
information. Nevertheless, while secondary research is relatively inexpensive, it
often can become outdated and outmoded, given that it is used for a purpose other
than the one for which it was intended. Primary research can also be broken down
into quantitative research and qualitative research, which, as the terms suggest,
pertain to numerical and non-numerical research methods and techniques,
respectively. The appropriateness of each mode of research depends on whether
data can be quantified (quantitative research), or whether subjective, non-numeric
or abstract concepts are required to be studied (qualitative research).
Marketing planning
The marketing planning process involves forging a plan for a firm's marketing
activities. A marketing plan can also pertain to a specific product, as well as to an
organization's overall marketing strategy. Generally speaking, an organization's
marketing planning process is derived from its overall business strategy. Thus,
when top management are devising the firm's strategic direction or mission, the
intended marketing activities are incorporated into this plan. There are several
levels of marketing objectives within an organization. The senior management of a
firm would formulate a general business strategy for a firm. However, this general
business strategy would be interpreted and implemented in different contexts
throughout the firm.
Marketing strategy
The field of marketing strategy considers the total marketing environment and its
impacts on a company or product or service. The emphasis is on "an in depth
understanding of the market environment, particularly the competitors and
customers."
A marketing strategy differs from a marketing tactic in that a strategy looks at the
longer term view of the products, goods, or services being marketed. A tactic refers
to a shorter term view. Therefore, the mailing of a postcard or sales letter would be
a tactic, but changing marketing channels of distribution, changing the pricing, or
promotional elements used would be considered a strategic change.
Buying behavior
A marketing firm must ascertain the nature of customers' buying behavior if it is to
market its product properly. In order to entice and persuade a consumer to buy a
product, marketers try to determine the behavioral process of how a given product
is purchased. Buying behavior is usually split into two prime strands, whether
selling to the consumer, known as business-to-consumer (B2C), or to another
business, known as business-to-business (B2B)
In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-
buy scenario, the fifth and sixth stages are precluded. In a new buy, all stages are
conducted.
Use of technologies
Marketing management can also rely on various technologies within the scope of
its marketing efforts. Computer-based information systems can be employed,
aiding in better processing and storage of data. Marketing researchers can use such
systems to devise better methods of converting data into information, and for the
creation of enhanced data gathering methods. Information technology can aid in
enhancing an MKIS' software and hardware components, and improve a
company's marketing decision-making process.
In recent years, the notebook personal computer has gained significant market
share among laptops, largely due to its more user-friendly size and portability.
Information technology typically progresses at a fast rate, leading to marketing
managers being cognizant of the latest technological developments. Moreover, the
launch of smartphones into the cellphone market is commonly derived from a
demand among consumers for more technologically advanced products. A firm can
lose out to competitors should it ignore technological innovations in its industry.
Recently, there has been a large emphasis on data analytics. Data can be mined
from various sources such as online forms, mobile phone applications and more
recently, social media.
Services marketing
Services marketing relates to the marketing of services, as opposed to tangible
products. A service (as opposed to a good) is typically defined as follows:
The use of it is inseparable from its purchase (i.e., a service is used and
consumed simultaneously)
It does not possess material form, and thus cannot be touched, seen, heard,
tasted, or smelled.
The use of a service is inherently subjective, meaning that several persons
experiencing a service would each experience it uniquely.
For example, a train ride can be deemed a service. If one buys a train ticket, the
use of the train is typically experienced concurrently with the purchase of the
ticket. Although the train is a physical object, one is not paying for the permanent
ownership of the tangible components of the train.
Services (compared with goods) can also be viewed as a spectrum. Not all
products are either pure goods or pure services. An example would be a restaurant,
where a waiter's service is intangible, but the food is tangible.
Chapter - 5
Research Methodology
Research Methodology
This chapter describes the research methodology which is applied during this
whole project work. Here we describe what we believe and apply method for
collecting data and analyzing for this project.
Sampling Plan
Here decision regarding following aspects are taken:-
(A) Universe as a population:-
In our pace population includes all the consumers of Sudha Ice-cream
Product.
Inference:-
From the above table it is inferred that most of the customer belongs
to young blood group (up to 30) it means that they are very rational, energetic
person to take your decision self.
Inference:-
From the above table it is inferred that most of the respondents in
PATNA are very low income group.
Showing the respondents awareness about the Sudha Ice-cream
products
Inference:-
Above table indicates that 67% of the respondents are aware of the
Sudha ice-creams and noticed consistency in the quality of the product
whereas 35% are not aware of the product.
Criteria of selection by customer :-
Inference:-
From above Table-2 & Graph-2, it is clear that the Mechanics are the
best source of information of Sudha’s ice-creams (39%) followed by friends
(26%), shop keeper of a retail shop and advertisement (15% each) and 5%
respondents aware through other source.
No. of respondent who uses Sudha’s ice-creams :-
Inference:-
It can be inferred that 55% respondents used the Sudha's ice-creams, among
them 40% are the current users and rest of the 15% are used in the past.
No. of respondent who uses Sudha’s Large Size ice-creams :-
Inference:-
It can be inferred that 45% respondents used the Sudha's Large ice-creams in
Parties or Marriage Ceremony, 30% Uses in his home, among them 15% are
uses of Sudha Large Size ice-cream in other occasion such as festival, birthday
celebrations etc.
Respondents about purchasing medium:-
Inference:-
In this table it is clear that most of the customers purchase their product
from retail counter. Direct Selling is also a part of distribution of Sudha Ice-
cream Products.
Respondents for choosing Sudha Products :-
Inference:-
Most of respondent’s opinion is that they prefer Sudha Ice-cream for
their quality assurance.
How do you like the taste the Sudha Ice-cream ?
Interference : It is evident from above Pie Chart I found that 40% respondents said
very good taste about Sudha Ice-cream.
Respondent’s opinion about Sudha Ice-cream packaging:-
Inference:-
Most of the customer are satisfied their packaging but some of them
are want some improvement in their packaging.
Respondent’s opinion of Advertisement is the major buying decisions
makers for customers :-
Inference:-
From the above table it is observed that 64% of the respondents agree
with the fact that advertisement is the key influencer in buying and the rest
36% respondents are not agreed.
Sudha Ice-cream is comparatively better than all other local Products in
market ?
Interference : It is evident from above Pie Chart that most of the respondents
i.e 90% are said about Sudha Ice-cream is better than other.
Respondent’s opinion about time consideration:-
Inference:-
Most of the respondent’s main problem is availability on time. From the
above table it is clear that maximum customers are not satisfied their time
management.
Respondent’s opinion about satisfaction level towards Sudha Ice-cream
products:-
Inference:-
From the above data it is clear that most of the respondents are highly
satisfied with Sudha Ice-cream products.
Respondent’s opinion about satisfaction level towards price of Sudha
Ice-cream products :-
Total No. of Respondents = 200
Interference : When I asked to the respondents 'How do you like the services of
the company', 35% respondents said Average, 45% said Good and 20% said Very
good.
SWOT Analysis
Strength :-
It is reputable organization and is well known all over Bihar as well as some
other neighouber like - U.P., Jharkhand, Kolkata, Delhi and Odisha. Even
the company sold the products. Even the company sold the products in
foreign country like - Nepal.
Quality Conscious/Purity :- They maintain a high quality and purity of
sudha products like - milk and milk products.
Good Relation :- Company flowing the good relation between customer
they provide social relation between customer as well as distributor and
retailer.
Market share :- Company retained the 35% market share. Its doing very
good in millk and milk area. There is no competitor to compete to the
organization.
No. of diversity business :-
Sudha Milk
Sudha milk products.
Sudha Animal food.
Weakness :-
Short time Approach :- Lack of emphasis on the collecting of milk from
rural area.
Very little advertisement.
Lack of product in crisis situation.
Lack of competitor to grow fast in milk field.
Threats :-
Govt. Regulation.
Corporate Shortage problem.
Political issue.
From the competitor.
Opportunity :-
The company have big opportunity to enhance the business in different state
(Upto Lucknow they are going to expand).
The company is going to sell the product of Sudha 10,000 ton in capital of
India on this Dipawali.
In Bihar they are going to expand 125 Cr. in Biharsarif to established a
plant.
And also in Gopalganj they are expanding money to establish a plant soon.
They are going to come in powder product field in the market.
Chapter - 6
Findings
Recommendation
Findings
After the analysis it is clear that the majority of respondents are aware of all
products of SUDHA in PATNA region .Every consumer will like to buy this
product and it is popular from all the categories of people. Sudha Ice-cream is top
in the list among different brand PATNA region and share of sudha ice-cream is
increasing very gradually and it is good sign for the SUDHA Company.
From the responses got from the survey done through assignment and through my
observations I have been able to find the following facts:
Most of the customer belongs to young blood group (up to 30) it means
that they are very rational, energetic person to take your decision self in
my survey.
Most of the respondents in PATNA are very low income group in my
survey.
In my survey, I found that 67% of the respondents are aware of the
Sudha ice-creams and noticed consistency in the quality of the product
whereas 35% are not aware of the product.
In my survey, I found that most of the customer likes the ice-cream on
the basis of Brand.
It is found that maximum no. of respondents uses large size ice-cream
in parties and other social occasions.
It is found that the Mechanics are the best source of information of
Sudha’s ice-creams (39%) followed by friends (26%), shop keeper of a
retail shop and advertisement (15% each) and 5% respondents aware
through other source.
It can be inferred that 55% respondents used the Sudha's ice-creams,
among them 40% are the current users and rest of the 15% are used in
the past.
It is clear that most of the customers purchase their product from retail
counter. Direct Selling is also a part of distribution of Sudha Ice-cream
Products.
Most of respondent’s opinion is that they prefer Sudha Ice-cream for
their quality assurance.
In my survey, I found that I found that 40% respondents said very good
taste about Sudha Ice-cream.
Most of the customer are satisfied their packaging but some of them are
want some improvement in their packaging.
It is observed that 64% of the respondents agree with the fact that
advertisement is the key influencer in buying and the rest 36%
respondents are not agreed.
Most of the respondents i.e 90% are said about Sudha Ice-cream is
better than other.
Most of the respondent’s main problem is availability on time. From the
above table it is clear that maximum customers are not satisfied their
time management.
It is clear that most of the respondents are highly satisfied with Sudha
Ice-cream products.
I have found that maximum respondents are satisfied with the price of
Sudha Ice-cream products.
I have found that 82% respondents are satisfied with the Taste of Sudha
Ice-cream Products and only 18% respondents are not satisfied with
the Sudha Ice-cream Products.
Recommendation
Conclusion
Limitation
Bibliography
Questionnaire
Conclusion
After the analysis it is clear that the majority of respondents are aware of all
products of Sudha Ice-cream in PATNA region. Every consumer will like to buy
this product and it is popular from all the categories of people. Sudha Ice-cream is
top in the list among different brand in PATNA region and share of Ice-cream is
increasing very gradually and it is good sign for the Sudha.
In spite of all those limitations efforts were made on my part to come out
with whatever possible information was gathered and give view/points on it in the
form of suggestion at the concluding part of this project.
Bibliography
(A) Books :
Kotler, Philip, Marketing Management. (The millenium edition).
Ramaswami, V.S., and Namakumari, S., Marketing Management:
Planning Implementation and concept . (The India, Context)
Kothari, C.R., Research Methodology
Chuna wala, S.A., Sethia, K.C. foundation of advertising
Subrato Sen Gupta : Brand Positioning
(B) News Paper:
The Economic Times
Times of India
Business Standard
Business Line
(C) Magazine :
The Economic Times
Business Today
4p's
Business World
Business Cronicle
Yojna
(D) Journal :
The Indian Journal of Marketing
Marketing Mastermind
Advertisement express
(E) Internet :
www.comfed.com
www.google.co.in
Questionnaire
Name:-
Address:-
1. Respondent’s age wise classification -?
(a) Up to 30 (b) 30-40
(c) 40-50 (d) Above 50
Date: - signature