Buyers may find it hard to believe the brand claims in view of the products features. Price or manufactures then Gm’s Cadillac division introduction the Cimarron, it positioned the car as a luxury competitor
With bmw, Mercedes and audi although the care featured leather seats,a luggage rack lots of chrome and a Cadillac logo stamped on the chassis customers saw it as dolled of version of a chevy’s cavalier and olds mobiles’s firenza. The car positioned as “more for more” customer saw it as “lets for more”.
Solving the position problem enables the company to solve the marketing mix problem. Seizing the “high quality position” required the film to produce high quality products. Charge a high price distribution through high-class dealers, and advertise in the quality magazines.
Marketing:
At present we have total number of 1250 milk booths, out of which 500 outlets are selling milk and milk products round the clock.
Visakha dairy supplying milk products in the district of north coastal Andhra .srikakulam, vizianagaram, Visakhapatnam, Kakinada, and tuni also in east &west Godavari district. at the recently to transporting other state in bhubeneswara and bharampur. Visakha dairy is distributing milk through 30 routes for a wider coverage and accessibility of the public visakha dairy has been doing all sorts of sales promotion activities with innovative ideas for the development of milk market .
2. consumer education program: test your milk.
3. training to field staffs: To up grad the skill.
4. milk production are being sold through distributors.
HR FUNCTIONS
Technical input activities:
a) animal health care.
b) Artificial insemination c) Feed and fodder activities
Training centre
This union has its own union training center funded by NDDB, to cater the need of the society personnel and farmers on various activities.
Bulk cooling centres:
the unique feature of this union on quality front has established 22 BCC s covering procurement of 40,000 liters per day during the year 2000-2001 and with a view to compete the present global competition under world trade organization agreement of government of India.
WELFARE MEASURES TO THE FARMERS&EMPLOYEES
The union has constituted a trust by name “milk producer & employees education ,heath &
medical welfare trust” in the year 1989 with an objective to provide education ,health, medical services to milk producers and employees of the union.
Cash-component up to maximum RS 10,000/- in case or natures death of milk producer.
FINANCE FUNCTIONS:
Finance and accounts:
The financial operation of visakha dairy ,in Visakhapatnam has been increasing with a remarkable growth rate year by year from
1995-1996to 1999-2000 with almost double from RS 63.00 to 121.00 crores. The purchase price of the milk also been year to year and reached 170 kgs fat. This union is also in the habit of passing differential price since 1981 onwards upto reporting year.
Milk powder plant :
As the receipt milk exceeded the 2, 00,000 lakhs liters per day capacity and the peak procurement was reached to the level of 2, 14,000 during the year 1992, where as the local liquid milk sales is about 1,00,000 per day, the surplus milk is to be converted into products. For this process of conversion the surplus milk is being sent to Vijayawada by incurring heavy expenditure on transport along involving a risk of long distance transportation of the highly perishable products.
In addition huge amount were paid to MPF Vijayawada toward conversion changes of the SMP basing on the above facts the circumstances lead to establish a milk powder factory with a capacity of 13 Mts per day at Visakhapatnam with a capital outlay of RS7 cores which was commission during may 1998.
Good milk :
Visakha dairy good milk to produce in tetra pack packages. It is health and fresh. Its packages assure you complete nutrition protection. It some points are there.
1. Flash heat treated, which means 0% bacteria. It works like double pasteurization to kill germs while preserving nutrition.
2. Freshness retained as milk is free from bacteria. Presence of bacteria, which feeds on the nutrients of milk, affects freshness.
3. 100% pure. It’s no needed milk powder, preservative or chemicals.
4. Long shelf life, convenient to use any where any time. Special six layer packaging protects the milk form harmful germs, air, and light. U.V. rays, to ensure that it stays for 30 days (when not opened).
5. fortified with vitamins A & D.
Provides nutrients essential for good health.
6. Safe and nutritious particularly for children. As milk is nutrition protected. Bacteria free and fortified with vitamin A & D.
7. Needs no refrigeration till pack is opened.
Once opened it need to be refrigerated and has the normal life of regular milk.
8. No boiling required. Ensures there is no nutrition loss right up to consumption.
Products:
Issachar dairy is organization, which is completely involved in providing services to the customers and through formers from whom milk is being procured. Though it is a profit oriented firm yet it is charging only reasonable amount from the customer for their products being sold.
Visakha dairy is improving and increasing many product varieties day by day.
The products of visakha dairy are numerous. they are producing all possible products, which can be made out of milk. The basic products of visakha dairy are butter milk, lassi, cooking butter, curd, ghee, flavored milk , doodthpeda, mysore pak, milk cake, badam burfi, paneer, misti doi, kalakanda.etc….
MAJOR HIGH LIGHTS OF VISAKHA DAIRY:
1. this union has established a welfare trust for the milk producer and employees for education and heath. It constructed a school and junior college running with strength of 872 studdent.
2. constructed a 60 bedded hospital.
3. natural death welfare scheme for the milk producers
4. implementing gopal raksha scheme for the welfare of cattle and milk producers.
5. construction of small bridges on rivers and vaggus under janmabhoomi programs at c.bhogapuram.p.p.agraharam and kailasapuram.
6.
desilting of irrigation tanks by visakha dairy.
7.
digging of bore \veils for drinking water for formers and their cattle.
8. constructed reservoir at karaka village in butchayyapeta mandal under janmabhoomi programme.
9. construction of milk collection buildings under janmabhoomi programme,which is major mile stone.
To wards conversion charges of the SMP. Basing on the above facts the circumstance lead to established a milk powder factory with a capacity of 13 f’v ltrs per day at visakhaptnam with a capital outlay of RS 7.00 crores.which was commissioned during mar 1998.
MISSION AND OBJECTIVE OF VISAKHA DAIRY
1. to serve the people concerned with VCD such as consumer, milk producer,member and employees.
2. to deliver best quality of milk and milk products at reasonable rates 10 maintain the leadership in the milk market.
3. to achieve market leadership in the area of milk products.
UNIQUE ACHIEVEMENT;
Vcd stands second in milk prosurment and sales after anand dairy. Vcd is the market leader in visakhaptnam.
STRENGTHS AND WEAKNESS;
Vcd motives 70 year of the consumer of Visakhapatnam la consumer visakha milk.
Efficient procurement and physical distribution systems.Regular prompt and timely supply of milk and milk products at its own parlour and retail outlets.
WEAKNESS
1. Vcd is not able to meet the demand of the milk products due to less allowance of milk to process the milk products.
2. in effective promotional activities arc less effective.
LOCATION OF THE DAIRY;
Visakha dairy company ltd was located on the national highway no.5,which is opposite to BHPV LTD .another dairy plant is at vizayanagaram.
DAIRY ACHIEVEMENT:
Visakha dairy got very high market share for its a) quality
b) good team work c) Promt delivery in time
MARKET LEADER:
Visakha dairy is the leader in milk industry and got a very high market share of about 80%.
TECHNOLOGY:
Visakha dairy is using foreign technology for milk production such as pasteaurisers,bulk coolers,etc..
FUNCTIONAL DEPARTMENT OF DAIRY MARKETING
Marketing department of any organization plays a vital role. Visakha dairy is having efficient marketing personal. The main functions of the marketing departments as
the 1st and foremost job of the marketing personnel is identification customer to their products.this can be through market serveys.
Along with identification of the customer the marketing personnel hav e identify the needs of the customer i.e what are the features quality and size,prose are expected from the products.
Next important function is the genation of the business. Can be done by education the buyers about various.this function features and advantages of the dairy products as compared to competition products and explain the cost benefits and qualities and products. This is can be done through using various sales promotion tools such discount coupons,promotional litters and advertising through various media and through direct marketing.
The nest task of the marketing department is to supply the prodpuct accurately at right time.
SIZE OF THE MARKET:
The size of the milk market is very wide. Presently the milk is available in various brands in the market. The dairy’s milk is having a market share of 85% by maintains good quality lind cost when compared to other competitor’s.
MARKET SEGMENTATION:
People living in the different places may vary in their buying of the same product. The dairy segmenting the milk market by selling mixed milk only in srikakulam and toned ,whole milk in all other places
MARKET INFORMATION
Visakha dairy has appointed efficient marketing personnel for collecting all the market information of its products and its competitor’s products.
PRODUCT DEVELOPMENT:
Product development is due of the important task of the dairy will watch the day-by-day development in milk market necessary changes in its product mix to meet the requirement of the buyers. The development may be relating to the quality,size, features, packing, or exiting products the development of new product. In this process, visakha dairy recently developed
“good milk” which was introduced in the market with vijaya brand name.
Range of milk &milk products:
Milk : W.M- T.M,HTM-DTM
(200ml,500ml,1000ml)
UHT MILK :1Lts, 500ml.&200ml
(DTM, TM, STM)
GHEE : 15kg.tins,200ml,500ml & 1LT
Tetra S.F.M : chocolate, badam,pine apple .
BUTTER MILK : 200ml
LASI : 200ml
CURD :100grms,200grms,500gr;
MISHTI DOI :100grms;
PANEER :200gr, 500gr ,1kg;
DOODH PEDA :25gr, 250gr;
BURFI :250gr.500gr:
MILK CAKE : 250gr, 500gr;
MYSOREPAK :250gr,500gr;
CHAPTER V
ANAL YSIS AND INTERPRE TATI ON OF STUDY AND FINDINGS
BUYING PATTERN OF THE CONSUMERS
Buying Pattern % of consumers
Milk Booth 38
Door Delivery 31
Kirana shops 24
Dept stores 1
Local Vendors 6
Parlors 0
Interpretation :The above graph shows the bu ying pattern of the consumers. We observed that majority of the consumers buy the milk from milk booths while very few from dept stores. 24 percent of the customers buy the milk from kirana shops where as 6 percent of the customers were buying from local vendors.
THE QUANTITY OF MILK USED PER DAY
Quantity Percentage
5 to 2 Ltr 85
1 to 2 Ltr 13
Less than 0.5 Ltr 2
Interpretation:We observed that 85 percent of the consumers were using the milk of quantity 0.5 to 1 litre where as 13 percent of the consumers are using milk of quantity1to 2 litres and only 2 percent are using less than half litre.
THE PRICE OF MILK THAT CONSUMERS ARE USING NOW
Price per Ltr Percentage
22 36
18 56
17 8
Interpretation:
It is observed that 36 percent of the people were buying the milk per litre for Rs 22 and 56 percent of people were buying the milk per litre for Rs 18.Only 8 percent of the people were buying the milk per litre for Rs 17. So majority of people were buying the milk for Rs 18 per litre.
AWARE OF MILK PRODUCTS
Product Percentage
Milk 100
Curd 100
Butter Milk 44
Sweets 22
Ghee 14
Flavored Milk 5
Interpretation:
Almost every customer knew about the milk and curd of Visakha Dairy. Buttermilk was the second most known product i.e., 44% knew about it. Flavored milk was known to very few customers only.
THE FACTOR THAT MOTIVATES THE CONSUMERS TO BUY THAT BRAND
Factor Percentage
Taste/quality 75
Easy availabilities 10
Packing Design 7
Advertisements 8
Interpretation:
It is observed that 75 percent of the customers consider the quality where as10 percent consider easy availability of the product ,8 percent advertisement and 7 percent consider packing/design.
HAVE YOUEVER USED VISAKHA DAIRY PRODUCTS Percentage
Yes 82
No 18
Interpretation:The total sample size was 150 customers, In that 82% of customers answered that they have used the Visakha Dairy products. But only 18% of people said no.
MONTHLY INCOME OF THE CUSTOMER Monthly Income Percentage
1000-5000 14
5000-10000 66
10000-15000 12
More than 15000 8
Interpretation:
The market survey revealed the income of the customers as follows.66 percent of the customers are earning 5 to 10 thousand rupees per month, where as 14% are earning 1 to 5 thousand rupees per month, 10 to 15 thousand rupees per month are 12% .The customers who are earning more than 15 thousand rupees per month are 8%.
Are you selling milk products?
Opinion No of Respondents Percentage
YES 135 90%
NO 15 10%
TOTAL 150 100%
Interpretation:
From the above we can derive at the maximum percentage i.e.,90% of the respondents are selling milk and milk products and 10% of the respondents are not selling milk and milk products.
How long have you been these milk products?
Years Percentage
10 37%
5 21%
3 17%
2 15%
Interpretation:
From the above it is observed that 37% of retailers are selling Visakha dairy from 10 years,21%
of the retailers are selling visakha dairy from five years, 17% o f retailers are selling Visakha dairy from 3 years, 15% of retailers are selling Visakha dair y from 2 years.So we concluded that majority of the retailers are selling visakha dairy products for the quality.
How is the quality of Visakha dairy milk products?
Good 47%
Satisfactory 36%
Poor 7%
From the above it is evident that 47% of Retailers say it is excellent in quality, 36% of Retailers say it is satisfactory , 7% of Retailers say it is poor in quality.
What is your opinion about the price of Visakha dairy milk products?
Price Percentage
HIGH 9%
RESONABLE 57%
LOW 245
From the above it is evident that 57% of Retailers say it is reasonable in price,while24% of Retailers say it is high in price and9% say it is low in price.
Has Visakha Dairy provided any cold chain facilities?
Yes 77%
No 13%
From the above it is evident that 77% of Retailers say Visakha dairy provide an y cold chain facility, 13% of Retailers say Visakha dairy does not provide any cold chain facility
How often does Visakha Dairy marketing people visit your premises?
Daily 39%
Alternative days 20%
Once week 9%
Twice a week 10%
Fortnightly 7%
Monthly 5%
From the above we can evident that 39% of visakha dairy marketing people visit premises daily, while 20% on Alternatives days, while 9% once a week and 10% twice a week and 7%
fortnightly and 5% monthly.
Which product has a maximum sale?
UHT Milk 37%
Butter milk 23%
Curd 12%
Lassi 10%
Other 18%
The sales analysis of Visakha dairy products shows that 37% of customers buying UHT milk,23% buy butter milk,12% buy curd and 10% buy Lassi and other products.
Are you satisfied with commission offered by Visakha dairy to sell their products?
Yes 73%
No 17%
From the above it is observed that 73% of the retailers are satisfied with commission offered by visakha dairy.
Our opinion about the present distribution channel of visakha dairy?
Excellent 21%
Good 47%
Satisfactory 13%
poor 9%
In the above graph47% of the retailers are saying that the distribution channel of visakha dairy is good,21% of the retailers are saying that the distribution channel of visakha dairy is excellent. In the above graph13% of the retailers are saying that the distribution channel of visakha dairy is satisfactory. In the above graph9% of the retailers are saying that the distribution channel of visakha dairy is poor.
Have you face any problems with he products of visakha dairy?
Yes 18%
No 72%
In this majority of the retailers are not having problem with the products of visakha dairy.
Are you satisfy with the promotional scheme offered by visakha Dairy?
Yes 74
No 26
In this74% of the retailers are satisfied with the promotional schemes offered by Visakha dairy.
Specify the milk products which you are selling?
Milk 47%
Curd 15%
ButterMilk 10%
Badam milk 13%
Lassi 5%
The sales analysis of various Dairy products shows that47% of customers buying milk, 15% of customer buying curd, 10% of customers buying buttermilk, 15% of customers buying badam milk and 5% of customers buying Lassi and other products.
Do you have any cold chain facilities?
Yes 67%
No 23%
From the above it is evident that 67% of Retailers have cold chain facilities and 23% Retailers have no cold chain facilities
How do you place an order for the stock?
Over the phone 7%
Send a person 27%
Through sales vehicles 9%
Representative of vd, Collects the indent
47%
From the above it is evident that 47% of retailers say that Representative of visakha dairy collects the indent, while 27 send a person and 9% through sales vehicle and only 7% over the phone.
How fast do you get the stock?
Same day 37%
Immediate receipt of the day 23%
Next day 20%
After 1 day 7%
After 2 days 3%
From the above it is evident that 37% of retailers say that they get stock on same day while 23%
retailers say immediate. Receipt of the order, 20% says next day and 7% say that after 1 day and3% after two days.
Findings of the study
Majority of the visakha dairy distributers are satisfied with the promotional schemes offered by the Visakha dairy.
More than 84%of the Distributers are satisfied with the commission offered by Visakha dairy.
Most of the Distributers are giving preference for quality and regular supply amon g the various factors for selling milk.
Visakha dairy milk products are having maximum sales.
Maximum numbers of distributers are saying that they face leekage problem rarely.
CHAPTER VII
SUGGESTIONS AND BIBILOGRAPHY
Suggestions
It was observed that majority of the people are buying the milk from milk booths. So its better to improve the services to the customers in milk booths.
Most of the customers were using half liter per day, very few customers were using more than one liter of milk per day.
From research we find that majority of the people were buying the milk for Rs 18 per liter .So its better to improve the production of milk for Rs. 18 in order to satisfy.
Out of 150 samples,all the people were aware of Visakha Dairy. Next to Visakha Dairy was the well known brand. So we find that Visakha Dairy was a well known and a notifed brand.
Among all the brands of milk products maximum people were using Visakha Dairy products. After this Heritage was the well known and compe titive brand for Visakha Dairy. In order to maintan its market shares Visakha Dairy. In order to maintain its market share Visakha Dairy has to maintain its quality.
Taste/quality was one of the factors the customers to bu y the particular brand. Easy availability and advertisement were also one of the factors to buy the particular brand products.
The market survey conducted by me has reveled that most of the people were aware of Visakha Dairy milk and milk products.
One of the advertising media followed by the Visakha Dairy was paintings. This has occupied a great position in crating awareness of the Visakha Dairy brand. So it’s
One of the advertising media followed by the Visakha Dairy was paintings. This has occupied a great position in crating awareness of the Visakha Dairy brand. So it’s