INTRODUCTION
Dairying has emerged as a dynamic instrument to raise the socio-economic status of rural people through employment and income generation. The dairy farmers are not only benefited by marketing the milk and milk products but also from harnessing the growing livestock wealth and a range of animal by products. Dairying has become and integral sub-system of agriculture. Efforts are being made to organize it as an industry through co - operative and private enterprises.
Dairying has been a traditional rural household occupation. But it could not be made commercially viable for long and remained unorganized. With the success of AMUL, and attempts at organizing dairy co-operatives in many states during Operation Flood I and II, people's participation for common economic emerged in the dairy sector. Since 1971, the collection of milk through the cooperatives has been over 85 percent of the total milk collection of organized sector in the country. The number of milk cooperative in the country during 1988 was 58,830 which is now increased to about 70,000 societies. For long time, prevented private enterprises from the government setting up dairy units and competing with the cooperatives. However, sector was delicensed in 1991, paving the path for private sector competition. A large number of small dairies have corne up in major cities.
As we know very well that the dairying is one of the major industry in India. The cow was adorned as mother of plenty and prosperity with cattle as backbone for agriculture. 75 percent of the rural people are completely' dependent on agriculture for their livelihood. More than 70 % of the rural farmers belongs to category of the small farmers, marginal farmers and agricultural laborers. Population explosion with limitation of agricultural areas for food production, has brought on greater need for harnessing the available land, livestock and labor to achieve self-sufficiency in milk production.
The white Revolution or operation flood as it is widely known, found its genesis in this thinking, impressed by the economic transformation, it has brought
"Amul" or "Anand" pattern, which bristled with problems .particularly in talking the power conscious bureaucracy at the policy making level, was entrusted to Dr. Verghese Kurien, the young Engineer from Kerala who has performed this miracle admirably in Gujarat working with a missionary zeal.
The growing demand for milk in Bombay provided the stimulus for the milk producers in Kaira district to increase production and the 'Kaira District Cooperative Milk Producers Union, popularly known as "Amul" came into being. Starting with just two milk producers" societies with a daily collection of 250 liters in 1948, Amul now has a membership of 3,60,000 farmers handling about 8,50,000 liters and distributing about Rs. 100 crore annually towards that cost of milk supplied by them.
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
Measuring customer satisfaction
Organizations need to retain existing customers while targeting non-customers; Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the researcher with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation) into a single measurement of performance relative to expectation.
The usual measures of customer satisfaction involve a survey [4] with a set of
statements using a Likert Technique or scale. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured.
Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction. Academic research has shown that the national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data predicts stock market performance, both for market indices and for individually traded companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures customer satisfaction annually for more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly reports, the ACSI methodology can be applied to private sector companies and government agencies in order to improve loyalty and purchase intent. Two companies have been licensed to apply the methodology of the ACSI for both the private and public sector: CFI Group, Inc.applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to websites and other online initiatives
The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano
customers. Kano also produced a methodology for mapping consumer responses to questionnaires onto his model.
SERVQUAL or RATER is a service-quality framework that has been incorporated into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer to indicate the gap between customer expectations and experience.
J.D. Power and Associates provides another measure of customer satisfaction, known for its top-box approach and automotive industry rankings. J.D. Power and Associates' marketing research consists primarily of consumer surveys and is publicly known for the value of its product awards.
Other research and consulting firms have customer satisfaction solutions as well. These include A.T. Kearney's Customer Satisfaction Audit process[6], which incorporates the
Stages of Excellence framework and which helps define a company’s status against eight critically identified dimensions.
For Business to Business (B2B) surveys there is the InfoQuest box. This has been used internationally since 1989 on more than 110,000 surveys (Nov '09) with an average response rate of 72.74%. The box is targeted at "the most important" customers and avoids the need for a blanket survey.
Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organization’s attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model.
NEED FOR THE STUDY
The market today is characterized by cut-throat competition, Ad wars, attractive incentives to entire consumers as well as retailers, neck less bidding for the retailer shelf space and eye-catching Packaging. Retailers are pampered as never before. Companies spend a substantial percentage of their turnover to claim a place in the consumers mind. Several companies are extending their network to the higher to unexplored rural markets Nowadays it is the consumers market and all the sales, manufacturing activities are generated by the consumers.
This indicates consumer's importance while purchasing a commodity. A product cannot be marketed successfully without knowing the consumer behavior to that product(s). Due .to fast growing day to day technology and introduction of new product brands that will directly effect on consumers, preference will be altered, they will go in for such products which have convenient facilities.
This is general scenario, and this is same in marketing of dairy products. Significant changes are expected in the both demand and supply sides. Demand is undoubtedly growing. Over the last few years the procurement price of liquid milk have risen sharply. Giving raise to hike in price of liquid milk and milk, products in the market. There is every reason to believe that milk and especially milk products have prices themselves out of the reach of many a consumers in the middle income segment.
Vijaya dairy products are one of the consumers perishable product. There are certain factors which have direct relationship with the product manufactures and consumers such as price, quality, demand and supply.
The manufactures of milk in Andhra Pradesh are VIJAYA, HERITAGE,
JERSY, DODLA, TIRUMALA etc., They arc distributing their milk through agents. Thus there is need to study how far the consumer is satisfied by VIJAYA milk in the market and company in the process of collecting milk from all areas and marketing. The performance of Vijaya milk and milk products have been found theoretically from the past records, i.e. the secondary data, while for consumer. behavior primary sources were used.
From the foregoing, it is clear that an in-depth study regarding availability of VIJAYA milk based products, proper distribution channels, coverage, consumer preference and their taste towards the Vijaya Products is worthwhile. Therefore, here is an attempt made in this regard with the following objectives:
OBJECTIVES OF THE STUDY
1. To know the consumer behaviour towards Vijaya milk and rnilk products.
2. To know whether the Vijaya Dairy Parlours and retailers are covering the area of the target consumers.
3. To know consumer response regarding Vijaya Dairy Parlours anc retailers. 4. To know the availability of whole range of Vijaya Products with the
Parlours and retailers.
5. To know the price, quality and product-mix on parlours with, that of competitors.
RESEARCH METHODOLOGY : TYPES OF SAMPLE
The type of sample selected for the study was confined to household consumers in Kurnool. The survey was conducted in Kurnool town.
SAMPLE SIZE
The size of the sample chosen for. the study is 111 consumers which includes all groups of consumers, i.e. Higher income groups, Middle income groups and Lower income groups.
SAMPLE METHOD
The method of the selection of the sample followed "was stratified random sampling. The sources of information fall under two categories these are internal sources and external sources.
INTERNAL SOURCES
A business organization has to certainly maintain some records such as financial accounting records, sales records, total annual sales reports, regional sales reports were utilized as Internal sources of data.
EXTERNAL SOURCES
PRIMARY DATA
The data collected for the purpose or for a particular problem in original is known as primary Data..It consists of all'the answers obtained in first-hand. There are various sources and methods are there to collect the primary data.
SECONDARY DATA:
The data collected from the public sources i.e./ not originally collected for the first time is called secondary data. For this survey work I rely on, secondary data such as news papers, Annual Survey reports etc.
TYPES OF SAMPLING:
The procedure followed in the collection of the data is from primary sources, that is personal interviews with the customers aided by questionnaire. This questionnaire pertains to the aspects of dairy products and dairy parlours having around 13 questions. The questions were of dichotomous types, rating scale types and a few of them are open-end type questions. The response was overwhelming; analysis includes views, complaints and suggestions given by the consumers.
LIMITATIONS OF STUDY This method has certain disadvantages such as :
1) Unwillingness of respondent to provide information 2) Inability of respondent to provide information.
3) Personal bias may involves in the study because the study is made under personal interview method.
4) Due to the changes and fluctuations of consumer behaviours', it may affect the relevance of the result.
But this does not mean that the questionnaire method cannot be used satisfactorily but it can be used, however to get some data relative to most problems.
Customer:
A customer is as individual who buys goods and services for personal and final consumption.
Satisfaction:
Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance [or outcome] In relation to his or her, experience.
Market:
A market consists of all the potential consumer sharing particular needs or wants, which might be willing and able to engage in exchange to satisfy that needs and wants. In Fact market must be through of not as a geographical meeting place but as an getting together of buyers and sellers, in person, by mail, telephone of any other means of communication
Brand:
A brand is a name, term, sign, symbol or design or a combination of these which is intended to identify the goods or service of one seller or a group of Sheller and to differentiate them from the competitors.
Consumer perception:
The process by which an individual select organizes and interprets stimuli into a meaningful and coherent picture of the world. It can be described as “How we see the world around us. Two individuals may be exposed to be same stimuli under the same apparent conditions, but how each person based on each person own needs, value and expectation.
Marketing mix:
It is the elements on organization controls that can be used to satisfy or communicate with customers. The traditional marketing mix is composed of four P’s: price, place and promotion. The notice of mix implies that all of the variables are interrelated and depend on each other to some extent.
Quality:
The quality of product or service is a customer’s perception of the degree to which the product or service meets his or expectation Quality Stands for,
Q = Quest for Excellence.
U = Understanding customer needs
A = Action to achieve customer appreciation. L = Leadership determination to be leader I = Involving all people
T = Term spirit to work for a common goal and Y = Yardstick to measure progress.
Consumer awareness:
Is the knowledge of the consumer about the existence product in the market?
Brand Loyalty:
Brand loyalty is a toxin of much concern to all marketers. Every company seeks to have a steady group of unwavering customer for its product or service. Because research suggests that an increase in market share is relates to improve brand loyalty, marketers are understandably concern with this element.
MARKETING:
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of
MARKETING MANAGEMENT:
Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational goals.
MARKETING MIX:
Marketing mix is the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market. Four factor classifications of these tools are called the four P's: product, price, place and promotion.
PRODUCT:
Product is the firm's tangible offer to the market, which includes the product quality, design, features, branding and packaging.
Price is the amount of money the customers have to pay to obtain the product. Price makes the product of the company available to target customers.
PROMOTION:
Promotion includes all the activities of the company undertake to communicate and promote its product to the target market. It consists of advertising, sales promotion, public relation etc.
BRAND:
Brand is the name, term, sign, symbol of design or a combination of their intended to identify the goods and services of one seller or group of seller and to differentiate them from those of competitors.
BRAND IMAGE:
It is nothing but the set of benefits consumers hold about a particular brand.
ADVERTISING:
Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
MARKET DEMAND:
Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.
MARKET POTENTIAL:
The market forecast shows expected market demand, not maximum market demand. For the latter, we have to visualize the level of market demand resulting from a very high level of industry marketing expenditure, where further increases in marketing effort would have little effect in stimulating further demand. Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.
COMPANY DEMAND:
It is the company's estimated share of market demand at alternative levels of company marketing effort in a given time period. The company's share of market demand depends on how its products, services, prices, communications, and so on are perceived relative to the competitors.
COMPANY SALES FORECAST:
It is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment
.
COMPANY SALES POTENTIAL:
Company sales potential is the sales limit approached by company demand as company-marketing effort increases relative to that of competitors
.
Indian dairy Industry - a profile
Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike.
India’s dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO
regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn
Indian dairy Industry - a profile
Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike.
India’s dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO
regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn
COMPANY PROFILE
PROFILE OF THE A.P.D.D.C.F.
Tremendous efforts were made for creating the infrastructure for dairy development during different phases of the Organization. Beginning as a pilot Milk Supply Scheme(1960); then as an integrated Milk Project with UNICEF assistance leading on to a Diary Development Department( 1971) which in turn become a Diary Corporation( 1974) and finally a Co-operative Federation( 1981).
As the years passed, APDDCF built up the infrastructure needed to meet every requirement of dairying, be it procurement of milk from over 800,000 diary farmers spread across Andhra Pradesh. Or be it chilling and processing 1.6 million liters of milk everyday, or getting it ready for nationwide distribution. It all happened within the vast Dairy plant network of APDDCF. Through extensive use of high technology and management acumen honed to steer such a widespread operation, and brought prosperity to the State many times.
The Federation has drawn up more comprehensive systems for procurement and processing of milk. A dedicated research cell is actively pursuing ways and means of bettering quality. Collaborations with global experts are also being sought, all in an attempt to remain at the forefront of modern dairying in India where QUALITY will be the watchword.
ORIGIN AND GROWTH
A small milk processing plant of the experimental dairy now attached to Andhra Pradesh Agricultural University at Rajendranagar was utilized for this purpose in 1960-1961. Then came a proposal from the government for establishing a dairy at Hyderabad with the aid of UNICEF as a result of an agreement between Government of India, State Government and UNICEF.
UNICEF agreed to supply machinery and equipment for establishing dairies at Hyderabad and Vijayawada. A project for milk collection from the surplus areas of coastal Andhra namely from Vijayawada and its surroundings was started and a dairy was established at Vijayawada in October 1969.
Hyderabad Dairy was established at Lalapet, Hyderabad and was commissioned in January 1967. Dairy Development Department implemented several schemes for improvement of dairying in rural areas by way of securing loans for dairy farmers from different nationalized banks by supplying cattle feed to the farmers on credit at subsidized rates. Separate funds were provided by State Government in the annual budget for dairy development.
In April 1974 at the instance of National Dairy Development Board (NDDB) the State Government agreed to convert Dairy Development department (DDD) into a corporation and thus from 1974 the Dairy Development Department started functioning as Andhra Pradesh Dairy Development Corporation and finally APDDCF in 1981.
A.P.D.D.C.F. STRUCTURE
State Level APDDCF Apex Body
District Level Milk Unions Ten Unions
Village Level Milk Producers Co-Op.Societies 111757 Societies
OBJECTIVES
• Organise co-operatives of Milk Producers at village and district levels.
• Provide essential inputs to enhance milk production, feed and fodder production, cross breeding programs, veterinary aid, and take up development programs to provide effective leadership and management skills to the milk producers to help them manage their own Co-operatives.
• Develop infrastructure for processing of milk and manufacture ‘of dairy products and market wholesome and quality milk and milk products.
• Fulfill the consumer needs of liquid milk and milk products in the State.
• Develop new products and packaging lines in tune with the changing scenario of consumer market and needs.
• Integrate dairy development with overall rural development efforts and provide greater employment to the rural poor.
• Today, there arc about 7,000 Co-operatives with 400 All-Women Co- operatives and a membership of over 8 lath people across the state.
• To provide assured year-round market for the surplus’ milk produced in the rural areas.
Supply wholesome milk and milk products to the urban consumers; and • To stimulate milk production and develop the required infrastructure.
OPERATION FLOOD PROGRAMME
ANDHRA PRADESH DAIRY DEVELOPMENT CO-OPERATIVE FEDERATION LIMITED was started in 1981 to implement Operation Flood Programme in the State, with financial assistance from N.D.D.B, (National Dairy Development Board). The 3 tier co-operative structure is as follows
1. Village level — milk producers co-operative societies.: 2. District level — milk producers co-operative societies. 3. State level — co-operative federation.
OPERATION FLOOD-I
The Guntur Milk Producers co-operative union was organized and the Sangam Dairy was established.
OPERATION FLOOD-II
The operation flood has covered 16 districts in the State. The following schemes have been implemented under the programme:
Establishment of MPF, Nandyal
Expansion of Milk powder plant at Vijayawada and Sangam.
Expansion of Vishaka Dairy establishment of a new chilling center at Ramabadrapurarn.
Strengthening of Milk chilling center at Ongole. Strengthening of MPF, Chittoor and Proddutur. Establishment of Mother Dairy at Hyderabad. Establishment of Feed Mixing Plant at Mydukuru.
General Information about A.P.D.D.C.F. Ltd.
1 District Unions 9
2 No. of Milk Sheds 5
3 Milk Products Factories 7
4 No. of District Dairies 9
5 Capacity of District Dairy 3.24 Lakh Ltrs. 6 Capacity of State Wide Dairies 28.00 Lakh Ltrs.
7 No. of Milk Chilling Centers 67
8 Capacity of Milk Chilling Centers 11.37 Lakh Ltrs
9 No. of Feed Mixing Plants 7
10 Capacity of Feed Mixing Plants 205 M.T.
11 Capacity of Drying 123 M.T.
12 No. of Milk procurement routes 520
13 No. of training Centers 5
14 Capacity of Dairy Units 17.50 Lakh Ltrs.
15 APDDCF Turnover/Annum 900
16 No. of MPCS 14234
17 No. of MPAC 12890
18 Milk Collection Centers 84633
19 Women Co-operative Societies 780
20 Women Milk Producers 26690
21 Milk Producers 79950
22 Villages associated 12655
INTRODUCTION ABOUT PRODUCT PROFILE
PRODUCT PROFILE
Today A.P.D.D.C.F. offers the widest spectrum of milk products in India, under the brand name VIJAYA. These includes VIJAYA LIQUID MILK (Toned milk, Double toned milk, Standardized milk), UHT Milk, Flavored Milk, Ghee, Butter, Doodhpeda etc. Several among these carry the Agmark, an attestation of quality by Government of India and ISI mark of Bureau of Indian standards. The VIJAYA brand connotes purity and quality which makes it a trusted name in millions of household across the country.
Today there are above 7000 co-operatives with 400 All-woman cooperative and a membership of over 8 lakh people across the state, producing over 15 lakh liters of milk everyday and processed to produce quality products.
MILK:
Highly nutritious
Pasteurized, Standardized, Toned, Double Toned milk. Free from additives, preservatives.
Packed in poly sachets using sophisticated system of fill and seal machines In case of delayed usage boil, cool and refrigerator.
MILK AND MILK PRODUCTS
Today APDDCF offers the widest spectrum of milk products in India, under the brand name VIJAYA, These include Ghee, Butter, processed Cheddar Cheese and Cheese Spread, UHT Milk, Flavoured Milk (Merri Milk), Slim Milk in Tetrapacks, Sterilized Cream, Skim Milk Powder, Dairy Whitener, Cooking Butter and Ice Cream. Several among these carry the
In addition, APDDCF also manufactures products such as Sterilized Flavoured Milk, panner (indigenous unripended cheese), Doodh Peda (desiccated milk sweet) and Buttermilk which are marketed through a network of Vijaya Dairy Parlours and a chain of retailers spread across Andhra Pradesh.
APDDCF INTRODUCES DIET MILK IN SACHETS
To cater to the needs of the health conscious, AP Dairy Development Cooperative Federation Limited, has launched Vijaya Diet Milk in sachets which will contain skimmed milk with maximum 0.1% fat only. The health conscious consumers and particularly those, with cardiac problems and obesity can avail this facility by using quality Diet Milk of Vijaya.
LOW FAT MILK
AP Dairy Development Cooperative Federation Limited has been the pioneer in introducing innovative technologies in dairy field and its ‘Vijaya’ brand of milk has been the brand leader in the country in the UHT (Ultra High Temperature) processed long life milk. In order to cater to the needs of the health conscious. APDDCF has launched Low Fat Milk (1.5% fat and 9% SNF) in hygienic, tamper-proof Tetra Pak packing on the 24th May, 2000.
With this, ‘Vijaya’ will have the widest range of long-life milk with varying fat contents. Already ‘Vijaya’ UHT milk is available with 4.5% fat in Tetra Brick and 3% and 5% Fat in Tetra Fino (pouch) packing. With the introduction of ‘.Vijaya’ Low Fat Milk, health conscious families can also now take the advantage of bacteria-free, healthy UHT milk in tamperproof packing and is specially enriched with Vitamin ‘A’ (2000 International Units per liter).
SUPRABHATAM
Contains 3.0% Fat and 8.5% SNF Shelf-life 45 days
100% Bacteria free and contained no preservatives and additives Needs no refrigeration till opened.
EXTRA FRESH U.H.T. MILK
Contains 5.0% Fat and 8.5% SNF Shelf-life 45 days.
100% Bacteria free and contained no preservatives and additives Needs no refrigeration till opened
Needs no boiling after opening.
U.H.T. processed Toned Milk in international Tetra Fino packaging. LIQUID MILK:
The APDDCF is selling about 3.5 lakh liters of milk in the Twin Cities from Milk Products Factory, Hyderabad and Mother Dairy, Hayatnagar.
There are 1700 Commission Agents spread over 70 Sq.KMs in and around Hyderabad. .
The Market Share of APDDCF is about 30% total potential market established in cities.
APDDCF has Market Share of 55% of the Branded Milk in Twin Cities.
In addition to sale of milk in Twin Cities, APDDCF is marketing various Dairy Products on the Brand name of VIJAYA in Twin Cities. The Products are as listed:
• Vijaya Ghee • Sterilized Flavoured Milk
• Doodhpeda • Paneer.
U.H.T. PROCESSED MILK PRODUCTS
Treated at Ultra High Temperature and aseptically packed Sterile, bacteria free and can be consumed directly
Packaging material absolutely impermeable and non-returnable Available as a grocery item
Homogenised MILK PRODUCTS CURD
Fat 3,0% and SNF 8.5%
Best before 2 days & under refrigeration Homogenized.
Made from Toned Milk
Frozen Products
Ice Creams, Kulfi, Chocobar
Also, various products as Cheese, Table Butter, Products manufactured by the different district unions are marketed.
TABLE BUTTER
Has 80% Milk Fat with salt and colour
Agmark Special Grade Products (Govt. of India Certification) Needs refrigerated storage until consumed
Packed in Alluminium Foil packs with fully automatic machines Pleasant flavor
Delicious taste and good spreadability.
GHEE
Complete Milk Fat (99.7%) Granular and white in color
Agrnark Special Grade Product (Govt. of India Certification) Shelf-life of 6 months at ambient temperature
Hygienically manufactured and packed Pleasant flavor
Rich source of energy DESSERT MAGIC
UHT processed and aseptically packed
Contains all milk constituents, sugar, permitted stabilizers and emulsifiers
Sterile and totally free from microbes Has 10% Milk Fat and 11 % SNF
Shelf-life of 3 months at ambient temperature
Can be used as a rich milkshake and when frozen makes creamy kulfis and ice-creams
STERILIZED CREAM
Has 30% Milk Fat with added stabilizers and emulsifiers U.H.T. processed and aseptically packed
Needs no refrigeration Shelf-life of 3 months
LASSI:
Prepared from curd containing 3% Fat and 8.5% SNF Sweetened
Processed at Ultra High Temperature and packed aseptically Sterile, bacteria free and can be consumed directly
Hygienically packed Stays fresh for 90 days Needs no refrigeration Excellent thirst quencher
Kurnool District Milk Producers Mutually aided Co-Operative Union Limited (K.D.M.P.M.A.C.U. Ltd.,), Nandyal. Company Profile
The APDDC started in Kurnool District by the commencement of Kurnool District Dairy at Kurnool in the year 1974 with the capacity of 12,500 Liters per day and chilling centre started at Nandyal during the year 1977 with the capacity of 30,000 Liters per day. The milk products factory Nandyal Commenced in the year 1983 with the capacity of 1,50,000 Liters per day. The milk product factory was established with the. assistance of Rs. 10 crores from National Dairy Development Board (NDDB). The
K.D.M.P.M.A.C.U.Ltd., formed during the year 1990 as per the 3 tier Co-Operative structure and transformed into K.D.M.P.M.A.C.U.Ltd., during the year 2002 with an intention to create financial resources to the peagents to their produce (Milk).
The K.D.M.P.M.A.C.U.Ltd., MPF, Nandyal is supported by 1 major dairy at kurnool (and) 2 major chilling centres (Mydukur, Chagalamarri) and 10 Bulk Cooling centres (Dhone, Bhavanasi, Pattikonda, Halaharvi, Atmakur, Kolimigundla, Banaganapalli, Rudravaram,
dairy has a manpower of 312. The Organisation is procuring Quality milk and manufacturing quality products.(Everyday 10,000 Liters of mi1k is being sent to Distant places daily because of its quality. The Ghee manufactured is having market in the States of Maharastra, Karnataka, Tamilnadu, Rajasthan and Orissa by its Quality.
MILK AUGMENTING, TECHNICAL INPUTS AND ACTIVITIES IN DETAIL
The union provides the veterinary services to the milk producers by the union vety: Surgeons by daily visits to the village milk producer’s cooperative societies to up keep the health of Milk Animal, so as to augment the milk production.
MILK ANIMAL LOANING PROGRAMME
Milk animal loaning programme are taken up with various banks to repay for loan with marginal interest (and) easy installments as a continuous programme.
FUNCTIONING OF VETERINARY FIRST AID AND ARTIFICIAL INSEMINATION (A.I.) CENTERS
The Veterinary First Aid and Artificial Insemination centers of the union integrated as Gopalamitra”. Personnel working in these centres are thoroughly trained and well experienced in attending for first aid cases and for conduction vaccination. They are acting as “INFORMER” from dairy co-operative society to union vety. Doctor. The union is providing vety. Medicines, tinctures and powders.
Well-equipped, well-trained personnel are working at those 32 Artificial Insemination Centres functioning at this union. The key for A.I. cases is supply of liquid Nitrogen to the
FERTILITY CAMPAIGNS
The dairy has extended its co-operation with vety. Medicines to each fertility camps conducted at dairy coop. Societies. The dairy administered medication for around 50,000 animals every year through its fertility campaigns. These route doctors are also looking after the fertility cases in diagnosing, treating and follow up measures.
VACCINATION PROGRAMME
The number of vaccinations improves the life protection and health improvement augmentation of milk. The union is bearing 50% cost of the Vaccine and 50% will be bear by the milk producers. The vaccination is provided - F &M to nearly 35000 animals, H.S to nearly 50000 animals and Anti Rabies to nearly 50 animals.
SUPPLY OF DEWORMING DRUG FOR SAVING THE CALVES:
These drugs are supplied to societies on free of cost to save the lives of calves. Calf is a future milk animal. 36,000 doses of deworming drugs supplied for the year 2008-09. The drug is useful to kill parasites in the stomach and keep the calf or animal in active condition. The calf will be saved from life threat and that animal yields more milk.
FEED:
Concentrated feed is given to improve the health condition of milk animals to exert more milk. There is a demand of 40Mts of cattle feed per month in this union. Supplies are brought from feed mixing plant, Nandyal. MARKFED Unit. Feed is supplied about 460 M.T and Mineral Mixture about 50 M.T.
UREA TREATMENT OF PADDY STRAW
To enrich the nutritive value of the Paddy straw/Jowar straw the process is implemented with the scientific advice from Agricultural University and N.D.D.B. It is proved highly economical in calculating the cost production of milk. It is cheaper as well as
SUPPLY OF ELECTRONIC MILK TESTERS
The farm produce like milk had got a bad attribute that valuation would not be properly done. To eliminate this kind of thinking, sophisticated electronic instruments are distributed among dairy co-operative societies.
FILM SHOWS AND PROPAGANDA
This is really a hill task to occupy the memories of both producer and consumer. For producer, this union has got one 16mm projector and one TV. with V,C.P. In the villages during evening hours, films pertaining to cattle health, milk production, benefits on Dairy coop. Societies, etc will be exhibited.
ADVERTISEMENTS
On milk sachets also advertisement was made regarding Dairy products. The other communication media like newspapers, periodical pamphlets, booklets etc, are also. published to enlighten the learned people. And the hoardings also made by the dairy to improve their sales. The expenses of advertisement are purely dairy expenditure.
Distribution Channel:
The company appointed sales in-charge for the distribution of the milk and milk products. Sales in-charge will distribute the products to the retail agents.
General Information about
K.D.M.P.M.A.C.U. LTD., NANDYAL
No. of MPCs 256
No. of MPAC 463
No. of Procurement Routes 53 No. of Villages covered 968
Milk Producers 36000
No. of Chilling Centers 2
No. of Bulk Units 10
District Dairies 1
Powder plants 1
No. of vety. Surgeons 2
PRODUCT PROFILE OF K.D.M.P.M.A.C.U. Ltd., NANDYAL
Milk is the healthy food. It is even prescribed by Doctor. Milk is required by everyone without any age and sex differences. Milk contains Fat, Proteins, Lactose, Minerals, Vitamins and Water. The milk is collected from various villages and payment is made on the basis of Fat contents.
Generally the milk is collected from cows and buffaloes. The cow milk is little bit yellowish to buffalo milk is sweet. In buffalo milk, the fat percentage is more than that of cow. The following table reveals the percentage of milk contents.
FAT 6.8 4.6%
PROTEINS 3.9 3.4%
LACTOSE 5.2 4.9%
ASH 0.8 0.7%
WATER 84.0 86.6%
Lactose percentage is calculated by using the Lactometer. The Lactometer reading is used to know the specific gravity of milk using the following formula.
Lactometer reading + 1 ____________________
100
TYPES OF MILK AND MIK PRODUCTS
As stated earlier, there are 4 different types of liquid milk produced by Nandyal, Dairy and the contents are as follows
WHOLE MILK
In this milk, the fat content is 6% and SNF (Solid not Fat) is 9%. This milk is produced in Red Label packet. This whole milk is also known as. ‘VIJAYA GOLD’ TONED MILK
In this milk, the Fat content is 3% and SNF is 8.5% it is packed in green labeled ` packet. This milk is also available in 500 ml and 200 ml packets.
In this milk, the fat content is 0.1% and SNF is 8.7%
BY-PRODUCTS OF MILK Doodhpeda
Sterilised Flavoured milk (Bottled drinking milk) Butter milk
Ghee Butter Panner MILK:
LIQUID MILK FAT% SNF % Shelf Life
VIJAYA GOLD 6.0% 9.0% One day at 50 C
TONED MILK 3.0% 8.5% One day at 50 C
DOUBLED TONED MILK 1.5% 9.0% One day at 50 C
MILK PRODUCTS:
PRODUCTS FAT% SNF % Shelf Life
GHEE 99.9% - 6 Months BUTTER 84.0% 2% 1 Month at 50 C STERILISED FLAVOURED MILK (SFM) 1.5% 9%‘ 3 Months DOODHPEDA 24.0% 85% 5 Days.
The following is the structure of K.D.M.P.M.A.C.U. ltd., Nandyal. In this, the Chairman is the head, Chairman and Board of Directors are elected by Milk producers.
TIME SCALE WORKERS
CHAIRMAN
D.G.M. (Production)
D.G.M. (Plant Deputy
Director (Field) Q.C. Officer Marketing Manager
Managing Director Foreman Asst. Manager G2 Assistant Director-G2 Marketing Superintendent Asst. Q.C. Officer Asst. Dairy Engg.
Manager G1 Assistant Director-G1 Marketing Supervisor Quality Con.Supervisor Field
Supervisor Processing Supervisor P.C.M
Plant Operator Plant Mechanic Weighting Clerks Asst. Field Supervisor Lab Assistant
PROCUREMENT AND SALES
Massive Dairy Projects with extensive infrastructure was created for procurement, processing and marketing the extended the economic benefits to dairying to more and more people in nook and corner of the state,
Milk is being procured from villages through collection centers/co-operative societies about 1,50,000 liters per day. Milk is collected by various tankers and cans daily the morning and evening.
At every stage from collection Center till it is distributed, milk is subjected to various organoleptic tests, acidity, fat, SNF, standard plate count etc. During the entire process of standardization of milk, samples are constantly analyzed to maintain the standards laid down under the P.F.A. Act. It is not milk alone that receives such thorough care and attention, Each item of milk handling equipment is thoroughly cleaned and sterilized. Milk is constantly chilled and kept fresh till it reached the consumer
The surplus milk of procurement after sales will be sent to Hyderabad and Vishakapatnam etc other metros.
Procurement and Sales of K.D.M.P.M.A.C.U. LTD.. Nandyal Year Procurement (in Lakhs) Sales (in Lakhs) 2002-03 205.64 76.37 2003-04 231.41 87.88 2004-05 249.08 94.41 2005-06 291.95 117.35 2006-07 345.53 137.93 2007-08 298.02 193.06 2008-09 355.53 212.82 2009-10 241.23 241.96
Procurement and sales of K.D.M.P.M.A.C.U Ltd.,
205.64 231.41 249.08 291.95 345.53 298.02 355.53 241.23 76.37 87.88 94.41 117.35 137.93 193.06 212.82 241.96 0 50 100 150 200 250 300 350 400 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 Years Pro c ure me n t an d Sal e s Series1 Series2
1. Are you satisfied with the quality of Vijaya milk product?
No.of respondance Percentage
Satisfied 88 79.27
Dissatisfied 2 1.80
Very much satisfied 21 18.91
Very much dissatisfied --
--0
10
20
30
40
50
60
70
80
90
No.of
respondance
Satisfied
dissatisfied
Verymuchsatis
fied
Verymuch
dissatisfied
Interference: 79.27% of the respondents reacted positively towards the quality of vijaya milk products.20.71% of the respondents reacted negtively towards the quality of vijaya milk products. So, it is clearly indicating that organization has taken effective measures to enhance the quality of their quality
2. Are you customer of Vijaya milk products?
No.of despondence Percentage
Yes 111 100 No --
--0
20
40
60
80
100
120
No.of
respondance
Yes
No
Interpretation: 100 % of the respondents, with whom I have interacted responded that they are the customers of vijaya milk products. It is clearly indicating that vijaya milk products has gain sufficient market in the segmented area.
3. How do you think about price?
No.of despondence Percentage
High 53 47.74 Low 0 0 Moderate 51 45.94 Too High 7 6.34
0
10
20
30
40
50
60
No.of
Respondence
High
Low
Moderate
Too high
Interpretation:47.74% of the respondents said that the prices of vijaya milk products are highand 45.94% of the respondents said that the prices are reasonable and some of the members
4. Are you Aware of these Vijaya milk products?
No.of Respondence Percentage
Ghee 85 76.57 Doodhpeda 90 81.08 Butter milk 92 82.88 Milk powder 68 61.26
0
10
20
30
40
50
60
70
80
90
100
No.of
respondence
Ghee
Doodhpeda
butter milk
Milk powder
Interpretation:When I ask this question, then 76.57% of the respondents aware of the Ghee, 61.26% are aware of milk powder, 81.08% of the people aware of doodh peda & 82.88% of the people aware of the butter milk.
5. Are you able to get required quantity from your parlour? Opinion Response Yes 90% No 10%
0
10
20
30
40
50
60
70
80
90
Opinion
Yes
NO
Interpretation:When I ask this question 90% of the respondents said yes and 10% of the respondents said no when I ask about ammout of the product they are getting from the parlor.
6. Are you able to get milk products single parlour ? Opinion Response Yes 82% No 18%
0
10
20
30
40
50
60
70
80
90
100
response
Yes
No
Interpretation:When I ask this question 82% of the respondents said yes and 18% of the respondents said no.it is clearly indicating that majority of the respondents are getting the products from only one parlor
7. Why did you prefer Vijaya Milk products?
No.of respondence Percentage
Brand image 45 40.54 Quality 65 58.55 Price 00 00 Others 1 0.09
0
10
20
30
40
50
60
70
Respondence
Brand image
Quality
price
Others
Interpretation:40.54 % of the respondents are said that they are preferring vijaya milk products because of its brand image.58.55 % of the respondents said that they are preffing because of good
8. What is your opinion on maintenance of dairy parlour ? Opinion Response Excellent 31% Verygood 67% Average 2% Bad /poor 0%
0
10
20
30
40
50
60
70
80
90
100
Opinion
Excellent
Very good
Average
Bad /poor
Interpretation:31% of the respondents reported the maintenance of the parlor are the excellent and 67% of the respondents said very good and 2% of the respondents said average and 0%of the respondents said bad /poor.
9. Do you experience an any old stock with respect to any milk products? Opinion Response Yes 15% No 85%
0
10
20
30
40
50
60
70
80
90
Opinion
Yes
No
Interpretation:when I ask about the bad experience with availability of old stock, 15% of the respondents said yes and 85% of the respondents said no. So, it is clearly indicating that they are no such Grievances with organisaition.
10. What is your opinion on Vijaya Milk Products? Opinion Percentage Good 57% Bad 1% Very good 42% Very bad 00
0
10
20
30
40
50
60
Opinion
Good
Bad
Very Good
Very Bad
Interpretation:42% of the respondents expressed their opinion on Vijaya Milk Products as Very good. 56% of the respondents said Good ,and1% of the respondents said Bad .
11. Do you feel the cost of the Milk and Milk products are reasonable ? Opinion Response Yes 51% No 49%
0
10
20
30
40
50
60
70
80
90
100
Opinion Response
Yes
No
Interpretation:12. Do you need Home delivery? Opinion Response Yes 51% No 49%
0
10
20
30
40
50
60
70
80
90
100
Opinion
Yes
No
Interpretation:51% of the respondents expressed that they need home delivery and 49% of the respondents said No.
13. Who influence you to purchase Vijaya Milk Products? No of response Percentage Friends 34 31% Relatives 14 13% Neighbors 52 47% Others 11 10%
0
10
20
30
40
50
60
No.of
respondence
Friends
Relatives
Neighbors
Others
Interpretation:31% of the respondents said that they are influenced by the friends.13 respondens influ reacted positively towards the quality of vijaya milk products.20.71% of the respondents
14. Rate your satisfaction level. No of Response Percentage Excellent 13 12% Very good 47 42% Good 48 43% Bad 1 1% Can’t say 2 2%
0
5
10
15
20
25
30
35
40
45
50
Noof
Response
Excellent
Verygood
Good
Bad
Con't say
Interpretation:When I ask this question, then 12% of respondents said Excellent,42% of the people said Verygood,43% of the people said Good, 1%of people expressed Bad and 2% of the respondents said Can’t say.
15. Are you price conscious or Quality conscious ? Opinion Response Price 00 Quality 63% Both 35% Availibity 2%
0
10
20
30
40
50
60
70
Response
Price
Quality
Both
Availability
Interpretation:16. From how many years are you using this products ? Opinion Response 1Year 5% 2Years 6% 3Years 17% Above 3Years 72%
0
10
20
30
40
50
60
70
80
Response
1Year
2Years
3Years
Above 3 Years
Interpretation:5% of the people said using 1Year, 6% of the people said using 2Years 17% of the consumers expressed using 3Years and 72% of the consumers expressed their opinion using above 3Years .
17. Which Income group do you belong? Opinion Response High class 00 Middle class 90 Low class 10 0 10 20 30 40 50 60 70 80 90 Response High class Middle class Low class Interpretation:
Among total respondents 90 percentage of the employees are from middle class and 10 percent are from low class.
FINDINGS
1) There is a significance difference in the age of the customer with respect to the Awareness of the vijaya milk products.
2)The price of the vijaya milk product and regular usage of the vijaya milk products are dependent in nature.
3) Most of the customers are purchasing the product for house hold purpose.
4) The customers of age group between30-40 are purchasing more percentage of products.
5) Female customers are more loyal to vijaya milk products.
6) Most of the customers came to know about the product through NEWS PAPER.
7) Customers are satisfied with the AVAILABILITY of the product.
8) Most of the customers are purchasing the product because of good quality of the product.
SUGGESTIONS
After conducting the survey of 111 respondents. The following suggestions & conclusions emerge from the study,
1. The Marketing department should concentrate more on the areas where the sales are low to increase the sales.
2. The Marketing department should be able to get current market trends and demand fluctuations at a particular area so that they can supply the stock to meet the demand.
3. The Marketing department should install more number of dairy parlours where market potential is more and to make convenience to consumers.
4. The milk producers factory should produce and maintain good quality products that the reasonably prices.
5. The marketing Department should introduce the door delivery system to increase or to enhance the maximum sales performance.
6. The Marketing department should introduce an effective advertisement campaign in different types of media i.e., print media. Electronic media etc., which would be the best method or increasing sales.
7. Sign boards, banners are install at public places, for the sake of awareness creating among the people.
8. People are requesting to introduce the 250 ml packets of milk, it will increase the sales of the milk, because low income group consumers also dare to purchase.
The sales of the Nandi milk was increased compared to last year because of only low price and effective advertisement. Even though we (Vijaya) are not loosing our loyal buyers because -of our quality, but we are not increasing our sales or new buyers up to the mark, though we are maintaining quality and moderate price. Try to attract new consumers.
9. Most of the people are not aware of the Flavoured Milk and less aware of the Milk Powder and butter milk. Try to make them(peopie) aware by utilizing different media effectively.
10. By distributing in cool drink shops certainly we can increase the sales of our flavoured milk sales. Simultaneously promotional activities like advertisement should maintain effectively.
11. Some of the people had opinion that the dairy people diluting the pure & thick milk in processing. Make them aware by media so that they can change their opinion and purchase the Vijaya milk.
12. The Marketing department should sponsor some social - welfare activities. So that the organization fulfilled its social responsibility to society as well as the Vijaya brand get awareness among the people.
CONCLUSION
. The traditional quality assurance systems are becoming absolute and are getting globally replaced by HACCP based system complemented by Good Hygienic Practices, Good Manufacturing Practices etc. in the dairy industry will enquire a strong commitment from the management, the quality mark certification organization and finally the regulatory authorities to make HACCP, including sanitation programs, as part of their regulations
Mostly customers are attracted to vijaya Milk because of their Quality.They are trying to increase market share as compared to other companies.
QUESTIONNAIRE Name:
Age:
Occupation:
1. Are you satisfied with the quality of Vijaya Milk Products?
a) Satisfied [ ] b)Dissatisfied [ ] c)Very much satisfied [ ] d)Very much dissatisfied [ ]
2. Are you customer of Vijaya Milk Products?
a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
3. What do you think about price?
a)High [ ] b)low [ ] c)Moderate [ ] d)Too high [ ]
4. Are you aware of these Vijaya Milk Products?
a)Ghee [ ] b)Milk powder [ ] c)Doodhpeda [ ] d)Butter Milk[ ]
5. Are you able to required quantity from your parlor?
a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
6. Are you able to get all milk products from single parlor?
a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
7. Why did you prefer Vijaya Milk Products?
a)Brand Image [ ] b)Quality [ ] c)Price [ ] d)Others [ ]
8. What is your opinion on maintain ace of Dairy Parlor?
9. Do you experience an old stock with respect any milk products? a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
10 What is your opinion on Vijaya Milk Products?
a)Good[ ] b)Bad[ ] c)Very good[ ] d)Very Bad[ ]
11. Do you feel the cost of the milk &milk products are reasonable? a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
12. Do you need home delivery?
a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
13. Who influence you to purchase Vijaya Milk Products/
a)Friends [ ] b)Relatives [ ] c)Neighbors [ ] d)Others [ ]
14. Rate your satisfaction level?
a)Excellent [ ] b)Very good [ ] c)Good [ ] d) Bad [ ]
15Are you price conscious or quality conscious?
a)Price [ ] b)Quality [ ] c)Both [ ] d)Availability [ ]
16. From how many years are you using these products?
a)1 Year [ ] b)2 Years [ ] c)3 Years [ ] d)Above 3 years [ ]
17. Which income group do you belong?
BIBLIOGRAPHY
1.MARKETING MANAGEMENT-PHILIP KOTLER
2.PRODUCT AND BRAND MANAGEMENT
-RAMANUJ MAJUMDAR
3.RESEARCH METHODOLOGY
-C.K. KOTHARI
4.CONSUMER BEHAVIOUR
-SCHIFFMAN
5.DAIRY INDIA-CURRENT WORLD DAIRY DEVELOPMENT SCENE 2000
WEBSITES:
1. www.afdairy.com
2. www.nddb.com
MAGAZINES :
