A STUDY ON DISTRIBUTION CHANNEL
A STUDY ON DISTRIBUTION CHANNEL
(A Study with Reference to VISAKHA DAIRY, Visakhapatnam)
(A Study with Reference to VISAKHA DAIRY, Visakhapatnam)
CONTENTS CONTENTS Chapter-l Chapter-l IntroductionIntroduction
Need of the studyNeed of the study ObjectivesObjectives MethodologyMethodology LimitationsLimitations Chapter-ll Chapter-ll
Dairy industry at glanceDairy industry at glance Chapter-III
Chapter-III
Company profileCompany profile Chapter-IV
Chapter-IV
Detail study on distribution channelDetail study on distribution channel Chapter V
Chapter V
Interpretation & analysisInterpretation & analysis FindingsFindings Chapter VI Chapter VI SuggestionsSuggestions bibliographybibliography
CONTENTS CONTENTS Chapter-l Chapter-l IntroductionIntroduction
Need of the studyNeed of the study ObjectivesObjectives MethodologyMethodology LimitationsLimitations Chapter-ll Chapter-ll
Dairy industry at glanceDairy industry at glance Chapter-III
Chapter-III
Company profileCompany profile Chapter-IV
Chapter-IV
Detail study on distribution channelDetail study on distribution channel Chapter V
Chapter V
Interpretation & analysisInterpretation & analysis FindingsFindings Chapter VI Chapter VI SuggestionsSuggestions bibliographybibliography
INTRODUCTION INTRODUCTION
Indian dairy Industry - a profile Indian dairy Industry - a profile
Today, India is 'The Oyster' of the
Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore toglobal dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on
entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastestone of the world's largest and fastest growing markets for milk and milk products. A bagful of
growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly
processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with thegrowing, trying to keep pace with the galloping progress around the world. As he ex
galloping progress around the world. As he expands his overseas operations to India manpands his overseas operations to India manyy profitable options await him. He may transfer technology, sign joint
profitable options await him. He may transfer technology, sign joint ventures or use India as aventures or use India as a sourcing center for regional exports. The liberalization of the
sourcing center for regional exports. The liberalization of the Indian economy beckons to Indian economy beckons to MNC'sMNC's and foreign investors alike.
and foreign investors alike.
India’s dairy sector is expected to triple its production in
India’s dairy sector is expected to triple its production in the next 10 years in view othe next 10 years in view of expandingf expanding potential for export to Europe and the
potential for export to Europe and the West. Moreover with WTO regulations expected to coWest. Moreover with WTO regulations expected to comeme into force in coming years all the developed countries which are among big exporters today into force in coming years all the developed countries which are among big exporters today would have to withdraw the support an
would have to withdraw the support and subsidy to their domestic milk products sector. Alsod subsidy to their domestic milk products sector. Also India today is the lowest cost producer o
India today is the lowest cost producer of per liters of milk in the world, at 27 f per liters of milk in the world, at 27 cents, comparedcents, compared with the U.S' 63 cents, an
with the U.S' 63 cents, and Japan’s $2.8 dollars. Also to take advd Japan’s $2.8 dollars. Also to take advantage of this lowest cost of antage of this lowest cost of milk production and increasing production in
milk production and increasing production in the country multinational companies are planningthe country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality 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 standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.
foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace of around 33% 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 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 an
greater emphasis on the processed foods sector and also by increase in the d also by increase in the conversion of milk conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 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
Background
India with 134mn cows and 125mn buffaloes, has the largest population of cattle in the world. Total cattle population in the country as on October'00 stood at 313mn. More than fifty percent of the buffaloes and twenty percent of the cattle in the world are found in India and most of these are milch cows and milch buffaloes.
Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 70,000 village dairy cooperatives across the country. The co-operative societies are federated into 170 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 72mn dairy farmers. In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 1999-00 is estimated at 78mn MT as compared to 74.5mn MT in the previous year. This production is expected to increase to 81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle.
While world milk production declined by 2 per cent in the last three years, according to FAO estimates, Indian production has increased by 4 per cent. The milk production in India accounts for more than 13% of the total world output and 57% of total Asia's production. The top five milk producing nations in the world are India ,USA, Russia, Germany and France.
Although milk production has grown at a fast pace during the last three decades (courtesy: Operation Flood), milk yield per animal is very low. The main reasons for the low yield are
Lack of use of scientific practices in milching. Inadequate availability of fodder in all seasons. Unavailability of veterinary health services.
DAIRY
A dairy is a facility for the extraction and processing of animal milk mostly from cows or goats, but also from buffalo, sheep, horses or camels for human consumption. Typically it is a farm (dairy farm) or section of a farm that is concerned with the production of milk, butter and cheese. Terminology differs slightly between countries. In particular, in the U.S. a dairy can also be a facility that processes, distributes and sells dairy products, or a room, building or establishment where milk is kept and butter or cheese is made. In New Zealand English adairymeans a corner convenience store, or superette — anddairy factory is the term for what is elsewhere called a
dairy.
As an attributive, the word dairyrefers to milk-based products, derivatives and processes, and the animals and workers involved in their production: for example dairy cattle, dairy goat. A dairy farm produces milk and a dairy factory processes it into a variety of dairy products. These establishments constitute the dairy industry, a component of the food industry.
Company profile
Company Name : Sri VijayaVisakha Milk Producers Company Ltd (Visakha Dairy)
Address : BHPV Post
Level of Office : Head Office
Phone No : (891) 2517230 2517290
Website : www.visakhadairy.com
City : Visakhapatnam
State : Andhra Pradesh
Pin : 530012
Company Type : Industry Best
Total Turnover : 100-250 Crs
No. of Employees : 5001 & above
Sector : Private Sector
Mission Statement
Visakha Dairy is committed to enhance the Milk Procurement throughTechnical inputs by
providing Quality services to our Member Producers by ensuring economic viability to improve socioeconomic conditions of our Members. Visakha Dairy is also committed to supply quality milk and milk products to consumers. Our Dairy shall become top dairy in the country with its inspired team of employees. We, the inspired Team of Employees are dedicated to Co-operation, Honesty, Discipline & Time, Quality & Purity, Hard Working, Transparency, Trust & Belief on Orianization, Mutual Respect, Skill Development & Education
Quality Policy
Visakha Dairy endeavors to be one of the largest processors of milk and manufactures of milk products in India. We are committed to provide hygienic, safe and nutritious products while meeting the statutory and legal requirements to achieve customer satisfaction and in-turn to improve the economy of our member producers. To this effect the management is committed to communicate, implement, maintain and continually improve the Quality and Food Safety
Objective
Our main object is to serve the farmers and to give help to their economical development, and provide Quality Milk & Milk Products to the Consumers.
MAIN OBJECTIVES:
To provide assured year and market for the surplus milk procured in the rural areas supply wholesome milk and milk product to the urban consumer and to stimulate milk production and to develop the required infrastructure.
FLUCTUATION IN THE SUPPLY OF MILK:
The first problem of this industry is the search of fluid mille the demand for milk products is almost uniform throughout the country in all seasons in the year. whereas by and large milk production is small and scattered .ltd that too is distinctly seasonal. The summer months of April to July record acute shortage of milk while in winter or number to February. supply of milk would be 200to 300 per cell higher. So the industry requires diversification or production of milk foods and other production. This can be preserved and so throughout the year.
IRRATIONAL PRICING POLICY:
The price of milk is determined on the basis of price in the open market, which in turn determine the price of milk products. Such a price shift pattern does not help to build a permanent, workable relationship between the milk schemes and the producers. unless the producers are guaranteed a reasonable price on the a long term basis. her economy bound to be affected adversely .thus the industry should provide an incentive price for milk to the rural producer over and above their cost of milk production adversely. Thus the industry should provide an incentive price for milk to the rural producers over and above their cost of milk production.
TRASPORTATION:
The milk bulk collection are established in centrally located villages/provided head quarters form where the bill return centers less than 10km.hence each ultra virus rays arrays their own transportation from the villages to bulk centers and the dairy providing transportation charges on the basis of quality .there is no problem in transportation in bulk collection.
QUALITY CONTROL:
Quality aspect of milk has not received much attention due to the general shortage of milk .the quality of milk they supply is far from what is required or not according to the control manager .
The planned dairying therefore should he provided.
Milk is the only single food item that fairly represents the complete human diet.
It has proteins and micro ingredient in India is identified with rural farmer as a n essential subsidiary to agriculture. The govt. started a dairy at Visakhapatnam, under the intensive milk supply scheme in 1970-71 with a handling capacity of 6000 litters. now the present capacity 1.5 lack litter per day. With a view to utilized the resources from national co-operative development council for the large scale dairy to meet the growing need Visakhapatnam city besides the small marginal farmers and milk producers co-operative was registered covering the district of
Visakhapatnam and srikakulam govt. arrange finance to this union from NLDC to establish the Visakha dairy with an initial handling capacity of 1.50 lakes liters expandable to 1 lakh liters its expansion to 1.50 lakhes liters was completed by 1990.it has a polythene sachet packing system for milk. The total investment on Visakha dairy was about RS 3 crores
Need of the study
visakha dairy has a very image of supplying good quality of milk at reasonable price to the consumers. It has a hugged turnover and profits and some other reason gave birth to many privates dairies .as visakha dairy occupies a very important place in our state , a through survey is made to know about the consumer awareness their , attitudes toward all the dairy products.
The purpose of production is consumption and one’s own purpose will be served only if the consumer interests are attended to quality of service rendered by VISAKHA DAIRY ensures the organization regarding customer satisfaction in their product . the aim of this study is to provide an insight into the characteristics of the consumer markets, identify the possible source of dissatisfaction , work toward handing complaints from consumer , which in turn help in enhancing customer satisfaction and prevent dissatisfaction .
Keeping in view,the private dairies operation in vizag district milk market a thorough study is also made to know about the distribution of the products on visakha dairy . which include a study of various factors include process, quality , availability, packaging , taste usage time and so on…..
OBJECTIVES
This study was conducted with an objective of getting an insight of present market share achieved and steps taken to maintain it in vizag and in adjacent areas. This study emphasize on the market stategy developed in order to meet the developing challenge in the market another important objective of this study conduct is to know and understand the penetration of visakha dairy in vizag and the suburbs as compared to others.
1. To study the perception of distribution towards visakha dairy milk and its products. 2. to find out the product wise demand toward visakha dairy milk products.
3. to identify the features that influence the customer for selecting their milk vendor. 4. to study the brand wise demand for the various of milk and milk products
RESEARCH METHODOLOGY
Population : finite(approx-15000)
Sample size : 150 (distribution are taken as the sample
Sampling technique : census survey
Fact expressed in quantitative from can be termed as “data”. Date may be classified either as “primary data” or “secondary data”
Primary data :
The primary data is the data that is generated by the researcher for the specific purpose of research situation at hand. It is the first hand information that researcher gets from va rious source like respondents, analogues case situation and research ex periments.
or
The primary data has been collected from the distribution by supplying them the questionnaire.
Secondary data:
Secondary data are already published data collected from some purpose other than one confronting the researcher at a given point of time. the secondary data can be gathered from various sources like books, journal, research agencies etc..
In this case the secondary information was collected from newspaper like “business line” and “business magazines like “business today” and “internet”.
SOURCES OF DATA:
after the objective has been stated clearly ,the next task was to collect relevant data regarding the research study. The data regarding the Indian and international diary scenario were collected from the internet. And other relevant data were also collected from internet . although there were some data from newspaper and magazines but the major portion was given by the company i.e. the assistant manager of the respective departments.
Most of the data and figures were collected from the record of the company. In fact the above collected data was not enough so there was need of primary source of data. So the primary data involved data collected from few milk booth and from few consumers.
Data collection instrument:
The basic instrument used in collecting the data in this survey is the questionnaire. Apart from that we had also gone through the record of the company. The data collection from the above include:
1. data regarding visakha dairy .
2. data regarding the highest selling product.
3. data regarding the contribution of each product toward sales. 4. data regarding total sales and market shares of visakha dairy.
5. data regarding effect of promotional activity done by visakha dairy.
6. data regarding the consumer presumption about quality of milk availability of the product and price of the product.
7. data about visakha dairy and competitors share in the market.
The questionnaire was prepared by us under the guidance of the marketing manager of the visakha dairy. Although most of the questionnaires were useful but some of the questions were not answered properly. Some question like high recall rate and question regarding promotional activity were not answered properly, perhaps the consumer had never though with that concern and interst.
Satifistical tools:
Due to the extension and welfare activities taken up by the visakha union, dairying has almost became a main occupation for the milk producer in the drough districts of srikakulam, vizianagaram , and Visakhapatnam especially where the rains are insufficient . there by the milk procurement was surpassed the capacities of various levels of the dairy. There fore necessities arouse for the expansion of the dairy capacity for handling the excess milk procured . for this the following project were planned and under activities execution.
a) fat handling unit-II with ice back system refrigeration plant and butter deep freeze with an estimated cost of RS 241 lakhs.
b) Milk pouch packaging unit-II with cold store and plant room with an estimated cost of RS 256 lakhs.
c) Uht /aseptic milk plant with preprocession and packaging machines on deferred payment basis with an estimated cost of RS.848 lakh
Limitations
inspite of honest and sincere efforts by the researched there are bound to be certain discrepancies and inconsistencies .again there were several limitation both statistical and non statistical within which there research has been carried out. Some of the limitation felt and faced are;
1. the whole research study was carried out in vizag only .there fore the result may not be same in zonal basis.
2. it was very difficult to generalized the main finding as the sample size was very small.
3. some of the finding have been taken in the research are based on opinion ,attitudes, feelings, and perceptions its few respondents .so we cannot take for granted the opinions and presumption of all the consumer.
4. the major limitation in this research study is lack of co-operation from few department heads due to probably lack of time.
CHAPTER-II
DAIRY INDUSTRY AT GLANCE
3.1. PROFILE OF THE VISAKHA DAIRY:
Visakha dairy is located on nh-5 opp.to bhpv at Visakhapatnam on the road from to gjajuwaka. The dairy complex includes and inputs, effluent treatment plant, electrical sub station, administration office, staff canteen and residential quarters.
The milk shed of sri Vijay Visakhapatnam comprised of three districts srikakulam, vizianagram, visakhapatnam.these three districts are situated in the north eastern part of the coastal area of Andhra pradesh state and considered to be backward for agricultural and industrial development. The perennial sources of water was from irrigation through rivers lets is also very much limited especially on visakhapatnam and vizianagaram diatrict.therefore, the rural farmers belonging to small and marginal categories have necessarily to depend on some other source of income for the livelihood.
The government after considering dairying as one of the best instrument for brining socio-economic development in the rural areas has started a dairy with a handling capacity of 1000 liters per day in 1996. The union was registered under cooperative act in 1973. after observing the success of the small dairy, the present new dairy was constructed with initial capacity 50,000 liters with an estimated cost of rs.1.37 crors with the assistance from NCDC, new Delhi and procurement started increasing year by year by leaps and bounds. Thanks to the vision and foresight of the founders, the visakha dairy, now covering 2744 villages in three districts in 50 villages in visakhapatnam districts in 1977 is now 2744 villages in three districts serving 2,07,925 no.of milk producers. This union is converted to mutually aided as at ,1995 with effect from 08-07-1999 and name is changed as “sri vijaya visakha district mil producers mutually aided cooperative union” the union is converted to company act .1956 with effect from 06-01-2006 and its name is changed as “sri vijaya visakha milk producers company limited” the
production and procurment started increasing year by year with more participation of the rural farmers. The handling capacity of visakha dairy has been enhanced from time to time as started below.
1987-1989: 50,000 to 1,00,000 liters per day 1989-1990: 1,00,000 to 1,50,000 liters per day 1991-1992: 1,50,000 to 2,00,000 liters per day 2000-2001: 2,00,000 to 3,00,000 liters per day 2002-2003: 4,00,000 to 5,00,000 liters per day 2004-2005: 4,50,000 to 5,20,000 liters per day 2006-2007: 4,60,000 to 5,40,000 liters per day
Organization structure Board of management Field operation Plants project Marketing Finance accounting
Personal Mis Civil
project Production Engineering& maintaince Aps Quality control Dispatch
VISAKHA DAIRY UNION AS DECEMBER, 2006:
1 No. Of societies 886
2 No. Of women societies 67
3 No. Of MPAC’S 1791
4 No. Of milk chilling plants 6 5 No. Of flesh mixing plants 2
6 Union training centers 1
7 No. Of bulk cooling centers 74 8 No. Of milk collecting routes 50 9 No. Of veterinary routes 661 10 No. Of emergency veterinary routes 19 11 No. Of women members 33245 12 No. Of animals vaccinated (triovac) 45000 13 No. Of cattle’s insured 27124 14 No. Of producers in societies 179146
Milk procurement
This union is procuring milk through a network of 886 primary milk producers cooperative and 1791 un- registered centers. The average daily procurement of the union during 2005-06 is 3,94,681liters per day and present procurement is 4,27,907 liters per day. The peak quantity touched during the year 2005-2006 is 4,46,907 liters. This is another vital technical input activity implemented with long vision to improve the milk procurement apart from procuring the day-to-day available surplus.
MILK CHILLING CENTERS:
S. No Name of the center District Capacity
1 MCC narsipatnam Visakhapatnam 5000 2 MCCvizianagaram Vizinagaram 3000 3 MCCrambadrapuram Srikakulam 5000 4 MCC srikakulam Srikakulam 5000 5 MCCtune (lease) East godavari 3000 6 MCCkakinada (lease) East godavari 50000
Bulk cooling centers:
With a view to stand stiff in global competition, visakha union on the quality front installed 74 bulk-cooling centers. Extension services are provided to educate and help the milk producers in clean milk production, animal health and productivity.
S.no District Capacity
1 Visakhapatnam 37
2 Vizianagaram 8
3 Srikakulam 5
4 East Godavari 24
Objectives:
1. There is time saving for the farmers in supply of milk to their respective village milk collection center both AM and PM
2. The quantity of milk will be maintained by restricting the transits time.
3. The weighing and testing of milk will be done in the presence of the representative who bring’s milk to the bulk cooling points,
4. The expenditure involved in transport of milk both times and will be reduced by 50% by collection milk once a day through milk tankers
5. Feed mixing plant
1. Fmp amdalavalsa 30 mt/day 2. Visakhapatnam
MARKETING Milk Marketing
Visakha dairy is marketing milk under “VISAKHA DAIRY” brand in visakhapatna, vizinagaram, srikakulam, east godavari, west godavari and khammam districts and in twin cities of hyderabad and secenderabad through a wide network of 66 milk distribution routes, about 3,000 retail points and 60 round the clock milk parlors.
During the year 2006-2007 average milk sale per day is 3,77,174.00
Liters of this 98%is in sachets and the rest 2% in cans, 4 variants of milk namely homogenized toned milk, double toned milk, toned milk, and full cream milk is supplied to market to cater to varying needs of milk consumers. While milk to individual consumers is supplied through retail point either on advance payment by issuing monthly milk cards or on day-to-day cash payments, on day-to-day cash carry system on credit depending on the duly taking into account competition from other player in the market.
To ensure extensive availability of milk with in the reach of the consumers and intensive coverage of market, visakha dairy has established wide distribution and sales network by appointing about 2,000 retailers. Visakha dairy milk retailers have to deposit two days sale value of milk as security deposit at the time of appointment and have a remit the sale proceeds on day to day for the quantity of milk supplied each day .the average daily sales of the union during 2005-2006 are 3,20,263.00 liters per day and during 2006-2007 are liters per day and 3,77174.00.
Products marketing:
Visakha dairy markets wide range of milk products through its own network of super stockiest and retailers in visakhapatnam, vizinagaram, srikakulam, east god vary, west godavary, and Krishna district and twin cities of hyderbad and secendrbad and through m/s. matha federation in the rest of Andhra pradesh and outside Andhra pradesh. Products are supplied to market strictly on cash and carry business.
Particular 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006 -07 2007-08 Milk sales in liters (day average) 1387 33 152450 158000 170000 20260 0 23503 6 28096 7 32026 3 3771 74 39517 4 Products Ghee (in kgs) 7055 36 115015 5 542350 723569 42900 0 48085 4 54259 2 42183 9 7030 204 80303 05 Smp (in kgs) 8161 9 120153 4 20360 114098 5 75000 41380 8 56135 8 19436 3 1574 2 16450 Doodipada 2597 3 27003 30801 46103 56000 70167 81711 82501 9328 2 93528 Sfm (200ml bot) 2778 23 291502 576586 716076 10150 00 13870 27 22723 08 33912 0 4057 12 40681 0 Butter milk 1736 378 250207 7 280955 8 440048 56000 00 59358 50 68207 70 19876 07 2633 308 29045 05 Curd (in kgs) 5695 11623 9238 39436 56000 12973 81 15596 09 20976 35 3404 871 45058 81 Pannier in kgs 179 2699 4649 10696 15600 30867 62632 10708 2 1364 54 15047 0 Rose milk 250 2848 3205 3500 3552 3524 3377 Uht milk 15823 53 41865 9 57995 44 Tp flavored milk 75219 36988 63400 White butter 70000 15000 20997 70 27738 60 31510 65 Mostidhohi (in kgs) 3294 105 45 Milk cake 33641 412 27 Badam burfi (in kgs) 10508 106 58 Mysorepak (in kgs) 247 9.5 Ice cream (in kgs) 128 92 165 32 Shrikand (in kgs) 193 6 107 0
Curd bulk: 10kg, 20kg, 30kg, and 40kg
Distribution network:
Total no. Of routes: 36 Total no. Of booths: 1650
No. Of booths having refrigerators: 650 Total no. Of booths with iceboxes: 350 Roadside booths: 650
Parlors: 425
Mil products retail outlets: 1800
door delivery
Channels of distribution Personnel
a) Milk VCD retailer/ agent consumer
(Insulated vehicle/ordinary)
Autos
b) Milk products VCD stockiest retailer Consumer
Booth management programme:
At present around 30 to 35 milk booths comprises a single route and about 3 routes comprises a zone/city officer area.
Each city office is monitored by a city in change and under him the routes supervisors and business development supervisors work.
The division of marketing filed activity into city officer is providing to strengthen the marketing activities on the whole and it helped in development of sales.
Further meeting with the commission agents organized routes wise and zone wise regularly to develop them in terms of working capital management and inter personal communication.
We are encouraging the both agents with monetary and no-monetary benefits.
Incentives are being passed on to the supervisors on achievement of targets. Targets will be fixed @10% increased of the previous year particular month’s sales.
Sales promotion activities:
As apart of sales promotion we are doing activities such as placement of hoardings in important place, giving glow sign boards to retail outlets, wall paining at retail outlets, as well as hop paintings, distributing banner and carry bags, press ads local cable television as. FM radios advertising glow signboards distributing big size umbrellas, conducting exhibition, trade shows, we are sponsoring some of the events where public particulars are good. We are offering incentives to our commission agents as well as our filed staff on achievement of targets.
1. Hoardings
2. Glow sign boards 3. Painting
1.wall paint
2.tea stall painting 3.structure painting
4. Banners flute boards 5. Garden umbrellas 6. Advertisements
a. Press advertisement b.local cable ads c.calender
7.corporation film
8.gifts&incentives to door delivery persons 9.gifts&incentives to agents
10.glow signboards
11. FM radio advertisements
Major projects:
Powder plant:
As the recipients of milk exceeded the 2,00,000 liter per day capacity and the peak procurement was reached to the level of 2,14,000 liter during the 1992,whereas the local liquid milk sales in about sales in about 1,00,000 liter per day and in order to convert the surplus milk into milk power, a milk power factory with a capacity of 13 MT per day with a capacity outlay of Rs. 7.00 crores was constructed and started commissioning from may, 1998.
Uht plant/aseptic packing station:
With a view to diversity the product range for capturing the new market, the value added premium, product of aseptic milk/flavored milk fruit juice packing, an aseptic packaging station (UHT plant) was established.
Milk prochI filling unit-II
As a present 2.00 lack liter of milk is being packed in pouches to meet the local sales demand with considerable constrains. The existing milk cold storage capacity is limited to the minimum capacity of 70000-lt.only .it is also required renovation. Keeping in view of the future of the demand, it was proposed to strengthen the pouch filling facilities to pack up to 2.50 lakh liters of milk per day with sufficient milk cold store and required refrigeration plant with an out lay of Rs.256 lakes.
CHAPTER-IV
Sri vijaya visakha district milk products company Ltd. Sri vijaya visakha district milk products company Ltd.
PREAMBLE; PREAMBLE;
The milk shed of sri vijaya visakha compan
The milk shed of sri vijaya visakha company union LTD of milk products.y union LTD of milk products. Visakhapatnam
Visakhapatnam is is comprising comprising of of distributes distributes districts districts areas areas srikakulam,srikakulam, vizayanagaram, east &west Godavari and visakhapatnam.
vizayanagaram, east &west Godavari and visakhapatnam.
These districts are situated in the northeastern part or the coastal areas or Andhra Pradesh and These districts are situated in the northeastern part or the coastal areas or Andhra Pradesh and considered to be backward for agriculture and industrial development. the srikakulam district is considered to be backward for agriculture and industrial development. the srikakulam district is declared as the backward for the industrial development and government has sanctioned subsidy declared as the backward for the industrial development and government has sanctioned subsidy and also exemption for perennial sources of
and also exemption for perennial sources of water for irrigation through rivers and river lets.water for irrigation through rivers and river lets. There fore the rural farers mostly belonging to small and marginal categories have necessarily to There fore the rural farers mostly belonging to small and marginal categories have necessarily to depend on some other source o
depend on some other source of income for their livelihood.f income for their livelihood.
These districts are situated in the northeastern part or the coastal areas or Andhra Pradesh and These districts are situated in the northeastern part or the coastal areas or Andhra Pradesh and considered to be backward for agriculture and industrial development. the srikakulam district is considered to be backward for agriculture and industrial development. the srikakulam district is declared as the backward for the industrial development and government has sanctioned subsidy declared as the backward for the industrial development and government has sanctioned subsidy and also exemption for perennial sources of
and also exemption for perennial sources of water for irrigation through rivers and river lets.water for irrigation through rivers and river lets. Again the necessity to increase the capacity from 1,00,000 to 15,00,000 liters per day since the Again the necessity to increase the capacity from 1,00,000 to 15,00,000 liters per day since the installed capacity
installed capacity was reached in a short time. The was reached in a short time. The union has increase the purchase union has increase the purchase once of theonce of the milk to a reasonable level comparing with the other advance state like Gujarat.the reasonable milk to a reasonable level comparing with the other advance state like Gujarat.the reasonable price gave very good impetus for the rural farmers for adding more animals to there stock of price gave very good impetus for the rural farmers for adding more animals to there stock of milk animals and also to take of up dairy as a fresh occupation for the new farmers there by. The milk animals and also to take of up dairy as a fresh occupation for the new farmers there by. The procurement had surpassed very much to the level of the sale of liquid milk and hence ways and procurement had surpassed very much to the level of the sale of liquid milk and hence ways and means were searched to dispose of the surplus liquid milk which over the above the local liquid means were searched to dispose of the surplus liquid milk which over the above the local liquid sales.
In this process milk distribution to other states like west Bengal. Orissa and Calcutta as per their In this process milk distribution to other states like west Bengal. Orissa and Calcutta as per their requirement. Subsequently m
requirement. Subsequently milk was ilk was sold to raipur sold to raipur dairy in Mdairy in Madhya Prasad. Even after adhya Prasad. Even after thethe disposal of the surplus milk to other states. Need arise to conserve the remaining surplus milk by disposal of the surplus milk to other states. Need arise to conserve the remaining surplus milk by sending it to powder factor, Vijayawada as the procurement increased very much in a short sending it to powder factor, Vijayawada as the procurement increased very much in a short period. Surpassing the liquid milk sales locally and also outside states. Hence the handing period. Surpassing the liquid milk sales locally and also outside states. Hence the handing capacity of visakha dairy was increased again to 20,000 ltd .per day and the expansion program capacity of visakha dairy was increased again to 20,000 ltd .per day and the expansion program was completed during 1992.
was completed during 1992.
As the receipts of milk exceed the 20,00 ,222 liters per day capacity and the peak procurement As the receipts of milk exceed the 20,00 ,222 liters per day capacity and the peak procurement reached to the level of 2,14,000 liters
reached to the level of 2,14,000 liters during the year 1992.liters during the year 1992.liters where as the local liquid mwhere as the local liquid milk ilk sales is about 10,00,000 per
sales is about 10,00,000 per day.the surplus milk is day.the surplus milk is to be converted conversion, to be converted conversion, the surplus milk the surplus milk is being sent to Vijayawada by incurring heavy into product on the process or expenditure on is being sent to Vijayawada by incurring heavy into product on the process or expenditure on transport alone involving a risk of long distance transportation of the highly perishable products. transport alone involving a risk of long distance transportation of the highly perishable products. In addition huge amount were paid MPF Vijayawada.
In addition huge amount were paid MPF Vijayawada.
The government after considering dairying as one of the best instrument for brining The government after considering dairying as one of the best instrument for brining socio-economic development in the rural area has started a dairy with a handling capacity of 10,000 economic development in the rural area has started a dairy with a handling capacity of 10,000 liters per day in1996.dairying not only creates subsidiary occupation to the rural formers by liters per day in1996.dairying not only creates subsidiary occupation to the rural formers by creating responsible market price for his produce at his door step but also meets the demand or creating responsible market price for his produce at his door step but also meets the demand or the urban consumes for the supply of hygienic quality will at reasonable price. After observing the urban consumes for the supply of hygienic quality will at reasonable price. After observing the success or the small dairy, the small dairy the present new dairy was constructed with an the success or the small dairy, the small dairy the present new dairy was constructed with an initial capacity of 50,000 liters per day taken a loan of 98.50 lakh from NDDB& he dairy was initial capacity of 50,000 liters per day taken a loan of 98.50 lakh from NDDB& he dairy was registered under co operative society action 1973 and established in1977.at the initial stage. The registered under co operative society action 1973 and established in1977.at the initial stage. The area of operation was limited to Visakhapatnam distrect only. the farmers took lot of interest in area of operation was limited to Visakhapatnam distrect only. the farmers took lot of interest in dairying after realizing it as the subsidiary occupation as it is giving them regular income for dairying after realizing it as the subsidiary occupation as it is giving them regular income for there lively hood. with the above result, more and more small, marginal farmers and agricular there lively hood. with the above result, more and more small, marginal farmers and agricular labors joined in this stream for increasing there economy at village level utilizing the instructed labors joined in this stream for increasing there economy at village level utilizing the instructed ava
available at ilable at there doorsteps. there doorsteps. when the when the A.P.State A.P.State has adopted has adopted “anand pattem” “anand pattem” for dairyfor dairy development through operation flood programmed this dairy has also developed cooperative development through operation flood programmed this dairy has also developed cooperative federation limited
federation limited at apex lat apex level at evel at srikakulam srikakulam vizianagaram and vizianagaram and Visakhapatnam was formeVisakhapatnam was formedd under the name or sri vijaya visakha distrect cooperative milk producers union limited during the under the name or sri vijaya visakha distrect cooperative milk producers union limited during the year1981-82 .
As the production and procurement started increasing year by with more participation or rural As the production and procurement started increasing year by with more participation or rural fanners with more e
fanners with more enthusiasm ,the handing capacity of visnthusiasm ,the handing capacity of visakha akha co-operative dairy also increasedco-operative dairy also increased form 50.000 liters to 1,00,000liters per day which came into operation during the year 1986-87. form 50.000 liters to 1,00,000liters per day which came into operation during the year 1986-87. The production and procurement started increasing year byyear with more participation of the The production and procurement started increasing year byyear with more participation of the rural farmers. The handing capacity of visakha dairy has been enhanced from time as stated rural farmers. The handing capacity of visakha dairy has been enhanced from time as stated below.
below. 1986-87
1986-87 - 50,000 to 1,00,000 liters per day.- 50,000 to 1,00,000 liters per day. 1989-90
1989-90 - 1,00,000 to 1,50,000 liters per day.- 1,00,000 to 1,50,000 liters per day. 1991-92
1991-92 -1,50,000 -1,50,000 to to 2,00,000 2,00,000 liters liters per per day.day.
Procurement: Procurement:
This union is procuring milk though a network of 800 primary milk producer co-operative and This union is procuring milk though a network of 800 primary milk producer co-operative and 766 unregistered centers across three districts. The average dairy procurement of this union 766 unregistered centers across three districts. The average dairy procurement of this union during 2007-2008 is 5 lakhs .this is another vital activity implement with long vision to improve during 2007-2008 is 5 lakhs .this is another vital activity implement with long vision to improve the milk procurement a part from procuring the
the milk procurement a part from procuring the day available surplus.day available surplus.
MARKET ING STRATEGIES: MARKET ING STRATEGIES:
All marketing strategy is built on STP- segmentation targeting and positioning. a All marketing strategy is built on STP- segmentation targeting and positioning. a company discovers different needs and groups in the market place, targets those needs company discovers different needs and groups in the market place, targets those needs and group that it can satisfy in a superior way and than positions its offering so that the and group that it can satisfy in a superior way and than positions its offering so that the target market recognized the companies distinctive offering and image.if a company does target market recognized the companies distinctive offering and image.if a company does a poor of positioning .the market will be confused as to what to expect if a company does a poor of positioning .the market will be confused as to what to expect if a company does an excellent of job of positioning . then it can work out rest of its marketing planning and an excellent of job of positioning . then it can work out rest of its marketing planning and differentiation from its positioning straggly
differentiation from its positioning straggly
POSITION is the act of designing the companies offering and images to occupy a distinctive POSITION is the act of designing the companies offering and images to occupy a distinctive price in the mind of the target market. The end result of position of the successful price in the mind of the target market. The end result of position of the successful creation of a customer focused value proposition a cogent region by the target market creation of a customer focused value proposition a cogent region by the target market should buy the product.
A company must decide how many ideas to convey in its positioning to its target customer many markets advocate promoting only one central benefit. Rosser reeves believes a company should developed a unique selling proposition for each brand and stick to it .crest toothpaste consistently promotes its anticavity protection,and Mercedes promotes it great engineering. Reis and trout favor one consistent position message this makes for easier communication to the target market it results in employees being clear about what counts and it makes easier to align the whole organization with the central positioning.
The breand should tout it self as “number one” on the benefit it select number one positioning include “best quality”, “best performance” ,”best service”, “best styling”, best value”, “lowest price”,”safest”, “fastest”, “most customized”,”most convenient”, “most technological”,”most reliable”, or most prestigious”, if a company consistently hammers away at one position and delivers on it ,it will probably the best know and recalled for this benefit.
As companies increase then no.of claimed benefits for this brand, the risk this beliefs and loss of clear position .in general the company must four major positioning errors.
1.UNDER POSITIONING:
Some companies discover that buyers have only a vague ideas of the brand. The brand is seen as just another enter in a crowded market paces. When pepsi interduced its clear crytal pepsi in 1993,custmors where distinctly unimpressed. They did not see clarity as an important benift in soft dink.
2.OVER POSITIONING;
Buyer may have too narrow an image of the brand.
Thus a customer might think that diamond rings at tiffany statrt at $5000 when in fact tiffany now offer affordable diamond rings staring at $1000.
3.CONFUSED POSITIONING
Buyer might have a confused images of the bank resulting from the companies making too many times or changing the band’s position to frequently. This was the case with Stephen job’s sleek and powerful next desktop computer. Which was positoned first for student then for engineers and then for business people,all successfully
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 .
1. Promotional activities: a) Hoarding.
b) Glow signboards. c) Wall painting.
d) Banners and carry bags. e) Press advertisements.
2. consumer education program: test your milk. 3. training to field staffs: To up grad the skill.
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.
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.
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.
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
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
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
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%
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%
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%
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%
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%
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%
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%
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
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%
