PROJECT RESEARCH REPORT

on
Study of Identifying factors behind decreasing
market share and study of consumer behaviour

SUBMITTED FOR PARTIAL FULFILMENT OF THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION

By
Amit Kumar
(Roll No. 1279270316)
Under the Supervision of
Dr. Prachi Nagar
Assistant Professor
Institute of Advanced Management & Research, Ghaziabad
(Affiliated to UPTU and Approved by AICTE)






CERTIFICATE



This is to certify that Amit Kumar, has completed her summer internship at
Mother Dairy, and has submitted this project report entitled Identifying factors
behind decreasing market share and a study of consumer behaviour towards
partial fulfilment of the requirements for the award of the Master Of Business
Administration

This Report is the result of her own work and to the best of my knowledge no
part of it has earlier comprised any other report, monograph, dissertation or
book. This project was carried out under my overall supervision.








Date:

Place:

----------------------------------
Internal Faculty Guide































1


ACKNOWLEDGEMENT



The satiation and euphoria that accompany the successful completion of the
project would be incomplete without the mention of the people who made it
possible.

I would like to take the opportunity to thank and express my deep sense of
gratitude to my corporate mentor Mr. Dhiman Sen and my faculty mentor Prof.
DR. Prachi Nagar. I am greatly indebted to both of them for providing their
valuable guidance at all stages of the study, their advice, constructive
suggestions, positive and supportive attitude and continuous encouragement,
without which it would have not been possible to complete the project.

I would also like to thank Mr. Amar Majumdar (Senior Marketing asst.) who in
spite of busy schedule has co-operated with me continuously and indeed, his
valuable contribution and guidance have been certainly indispensable for my
project work..

I am thankful to Mr.K.P.Boral for giving me the opportunity to work with
Mother dairy and learn.

I owe my wholehearted thanks and appreciation to the entire staff of the
company for their cooperation and assistance during the course of my project.

I hope that I can build upon the experience and knowledge that I have gained
and make a valuable contribution towards this industry in coming future.




























TABLE OF CONTENT


Sl No. Topic Pg No.



1 Executive summary 4



2
Introduction :
5

Need of the study


Objective of the study

3 Organisational Background 7



Literature Review :

Current scenario

4 Supply chain management 14

Distribution channels

Processing

Quality control

5 Competitor Analysis 19



6 Study of distributors and retailers 23



7 Research methodology 35



8 Conclusion 43



9 Limitations 44



10 Recommendations 45



11 References 47



12 Annexure 48















MBA 2012-14| 3


EXECUTIVE SUMMARY



The project was started on 8
th
of April after knowing all the relevant
information about the different milk varieties available, under the guidance of
Mr.Dhiman Sen (E.O.Officer).The first part of my project involves the study of
distributors allocated to me Identification of their problem areas and helping
them in order to increase sale. For this I used the method of personal interviews
and questionnaires. At the same time , they were being made aware of the
incremental scheme of Mother dairy for the distributors. Along with the
distributors a study of retailers was conducted to better understand the
grievances and identify the gaps. For this I visited around 50 outlets in the area
,ie, North and East Delhi and spoke to them. I was also supposed to find out
new retail outlets and convince them to sell Mother dairy milk by showing them
the opportunity of getting attached with a big FMCG brand like Mother dairy
and increase the customer base. Despite of summer and low demand I was
successful in persuading people and a number of new retail sale points were
developed and the sale was increased. The second part of my internship was the
study of consumer attitude towards Mother dairy milk or more specifically the
factors affecting the decision of purchase of milk. For this a sample of 200
consumers was taken and a factor analysis was carried on to find the decision
making factors.



























MBA 2012-14| 4


INTRODUCTION


Need of the study

The project was an attempt to know the reasons behind low sale of milk of
Mother dairy in Delhi. Despite of being the first in the industry,and having the
first mover advantage and the brand name, the sale has fallen down incredibly
due to competitors like Amul ,Metro dairy , Red Cow and others. There is a
need to revamp the company and position it all over again in the mind of the
consumers. In doing so firstly the grievances of the distributors and the retailers
were required to be solved in order to encourage them for push sales. Secondly
a study of consumers decision making factors is required in order to understand
their priorities which can be worked upon. For this purpose a research is to
undertaken to find out the market scenario.

With the help of the responses given by the consumers and data analysis, the
company will be able to understand its strengths, weakness , opportunities and
threats. The survey report submitted by me will assist the company to take right
decisions to increase the turnover and market share.




Objective of the study

The objectives of the study are the following :-

1. The main objective of this project is to probe the reasons for
decreasing market share of Mother Dairy and to find out the measures
that can be adopted to increase the sales

2. To study the distribution channel in the retail chain of Mother Dairy

3. To identify the issues related to Mother Dairy retailers and distributors

4. To get the retailers feedback from specific regions

5. To add up new retailers in the area







5






6. To study Mother Dairy positioning in the mind of the consumers vis--
vis competitors

7. To find out the factors that affect consumers decision to purchase milk

8. To find out short term problem in every sub-region that can be sorted out

9. Suggesting viable recommendations to be implemented in the area




















































6


ORGANISATIONAL BACKGROUND




Mother Dairy was set up in 1974. Mother dairy Delhi is a government of West
Bengal project, was started under Operation Flood II of National Dairy
Development Board . It was set up initially to cater to the demand of the Delhi
urban agglomeration spread over the Delhi Metropolitan area, later it reached out
to the consumers of other districts also. The commissioning of the Dairy started in
July 1978. Initially, the management of Mother Dairy was looked after by the
National Dairy Development Board . On 24th March 1982 , the then Honourable
Chief Minister Shri Jyoti Basu dedicated Mother Dairy Calcutta to the rural milk
producers and urban milk consumers of West Bengal.

Mother Dairy is an IS/ISO 9002, IS 15000 HACCP and IS 14001 EMS certified
organization. Moreover, its Quality Assurance Laboratory is certified by National
Accreditation Board for Testing and Calibration Laboratory (NABL)-Department
of Science and Technology, Government of India.

At Mother dairy milk is produced by mixing raw milk, white butter and skim milk
powder. Skim milk powder is made by mixing cow and buffalo milk obtained
during breeding seasons through various co-operatives in West Bengal and
converting them into powder in order to store for a longer period. Raw milk is
obtained on a daily basis from the co-operatives. It is then stored in chilling plants
and transferred to the Mother dairy factory through insulated tanks. While raw
milk is stored in the cold chain at 2C skim milk powder and white butter is stored
under normal temperature. This milk is then pasteurised at 78 C in order to make
it free from germs and then it is homogenised.

Mother dairy is presently selling Milk & Milk Products like Khatta Doi ,
Flavoured Yoghurt, Plain yoghurt, Paneer, Ice cream and Packaged Drinking
Water. The entire product mix is shown below :












7

MILK

Varieties in Milk :

Sl.No Product Fat Solid not Fat Water
content (SNF)
1 Doble Toned Milk 1.5% 9.0% 89.5%
2 Toned Milk 3.0% 8.5% 88.5%
3 Full Cream Milk 6% 9% 75%
4 Cow Milk 3.5% 8.5% 88%
5 Skimmed Milk 0.5% 9.5% 90%

8


Double toned Milk


Its fresh its pure its co-operative milk with assurance of Mother dairy. Mother
dairy double toned milk - tasty and nutritious with low fat content. A dream come
true , especially for all the calorie conscious people who love the taste of milk but
are worried of its cream content. Mother dairy double toned milk complements
your daily workout perfectly. So , to maintain complete harmony between your
body and soul youve got to fresh and pure.


Toned Milk




Mother dairy bulk vended token milk healthy and tasty to the last drop.

Homogenised to evenly distribute the cream content , its thicker and a lot easier
to digest. Its the magic of homogenisation that makes your kheer thicker and
shake frothier. Fortified with Vitamin A , which not only is good for your
complexion but also helps prevent night blindness. Whats more , it gives your
children the energy to stay active through work and play









9
Full Cream Milk


Mother dairy full cream milk - wholesome and healthy. Packed with energy and
nutrition thats essential for growing kids. It makes them stronger from within
and keeps them active and healthy. So before they go to bed , and after they rise
give them Mother dairy full cream milk to keep them healthy and wise and to
see them grow faster.

Cow Milk

Mother dairys cow milk has a yellowish tinge due to presence of an element
called carotene and is a good source of Vitamin A,B-12 and Vitamin D. Cow
milk is considered to be easily digestible. Whether poured on breakfast cereal or
enjoyed alone as a cold glass of milk, this can be enjoyed year around.

Skimmed Milk

In skimmed milk , as much of the fat as is possible is removed , yet it continues
to supply all the nutrients that full cream milk does. The young at heart would
particularly find it a tempting option. So its the best option to remain energetic
and young.

Margin (per ltrs) :

Sl.No Product Distributors Retailers MRP
Price Price
1 Doble Toned Milk 19.65 20.00 21.00
2 Toned Milk 20.75 21.10 22.00
3 Full Cream Milk 25.45 25.80 27.00
4 Cow Milk 22.65 23.00 24.00
5 Skimmed Milk 17.65 18.00 19.00


Shelf Life : 2 days under 4C

Average Daily Sales (in ltrs) : 335000 lakh


MBA 2012-14| 10


Pattern of sale :





























Distribution Network :



































11





OTHER PRODUCTS




Sl.No Product
1 Mishti Dahi
2 Plain Yoghurt
3 Favoured Yoghurt
a) Vanilla
b) Green Mango
c) Chocolate
d) Pineapple
4 Paneer
5 Ice-cream
6 Packaged Drinking
Water



12

Margin (per 100 gms) :

Sl.No Product Distributors Retailers MRP
Price Price
1 Mishti Doi 6.50 7.20 8.00
2 Plain Yoghurt 6.50 7.20 8.00
3 Favoured Yoghurt
a) Vanilla
b) Green Mango 6.50 7.20 8.00
c) Chocolate
d) Pineapple
4 Paneer 17.50 18.50 20.00


Shelf Life :

Yoghurt : 8 days under 4C
Ice-cream : 1 year under -18C
Drinking Water : 9 months under normal conditions



Average Daily Sales :

Yoghurt : 3600 Kgs
Paneer : 800 Kgs
Ice-cream : 1200 kgs


13

Distribution Network :


































































LITERATURE REVIEW




CURRENT SCENARIO

Mother dairy has a market share of around 33 % in the branded sector in West
Bengal where it sells 3.4 lakh litres of milk daily on an average and undertakes
its marketing operations through around 51 distributors and around 600 retailers
in Delhi itself. It has a huge advantage over its competitors as it is the only
player when it comes to sale of loose milk through token. Before the entrance of
competitors like Amul ,sale of loose milk through Mother Dairy booths was
around 35 % of the entire sale in branded segment , when Mother dairy was the
only player in the market. However since last five years the sale is continuously
declining and presently it is just 8-9 %.







































15






























Supply Chain Management

1) Milk Procurement: - Mother Dairy sources its requirement of liquid milk
from dairy co-operatives and producer institutions. Milk is received from farmer
cooperatives through insulated tankers at 2C temperature in order to retain its
freshness.






























2) Milk distribution: -Tankers in the morning and in the evening bring in milk
from the regional collection centres. After collection the same tankers are
utilized for the delivery of the processed milk to the distributors. Mother Dairy
has about 51 Distributors in the city of Delhi. Each of these LADs(Local area
distributor ) place their demand by raising an invoice one day in advance. The
demand is also calculated using the Calendar Scheme, in this depending on
the pre-calculated seasonal demands the outlets place their orders accordingly.
In order to satisfy immediate demand, 20 to 25 tankers are provided with a
buffer stock of 500 litres each day so that they can be mobilized to cater the
demand in an area. To coordinate its operations all the tankers are equipped
with HAM radios.






| 17


Distribution Channels:

a) Token Distribution: Also, termed as Lohe ki bhains (metal buffalo), is an
automated milk vending machine.

b) Distributors: The packaged milk is distributed via the distributor network
throughout the city.






























Processing

At mother dairy, the processing of milk is done by process automation whereby
state of the art microprocessor technology is adopted to integrate and
completely automate all functions of the milk processing areas to ensure high
product quality/reliability and safety. There are four ways of milk processing

Firstly, Clarification, in which milk is spun at very high speed, removing all
dust particles that are invisible to the naked eye.

Secondly, Standardisation which help to maintain uniformity by raising or
lowering its fat and SNF (solid not fat) percentage to a desired levels, so as to
deliver milk to consumers as per prescribed PFA norms.

Thirdly, it is Homogenization which improves palatability of milk and

| 18



Finally, Pasteurization, which kills all pathogenic bacteria present in the milk
and thus making it safe for consumption.

Quality Control

Stringent quality control methodologies are employed in Mother Dairy.

a) The milk is tested for adulterations and quality at the time of collection from
the farmers.

b) The Milk that comes from the collection points to the Mother Dairy plant is
ensured to have a temperature of not more than 4C and is subjected to 15
product and quality checks.

c) The Milk quality is checked repeatedly after each processing phase and the
temperature is judiciously maintained less than 4C always.

d) Before the milk leaves the plant for the delivery/distribution outlets the milk
is tested again.

e) The temperature of milk in the delivery trucks is always maintained less than
4C.

f) All the trucks that deliver milk have specified guidelines to bring back 100
litres of milk after distribution. This is done in order to test the delivered milk
and to ensure that the tankers are not adulterated during distribution.

g) Since all the employed processing procedures are automated, no
contamination by human hands takes place.

h) To ensure milk freshness the collection and distribution points are always
chosen such that the travel time between them is always less than 36 hours.

Out of the total production about 9% goes directly to the institutions ,23% is
the loose token milk and the rest is distributed through LADs.












MBA 2012-14| 19


COMPETITOR ANALYSIS




AMUL

















Amul is the acronym for Anand Milk Union Limited, a dairy cooperative
company in Gujarat, India that markets a wide range of products including
milk powders, milk, butter, ghee, cheese, chocolate, Shrikhand, Gulab Jamun,
ice cream, cream, and others making it the largest food brand in India. Amul has
spurred the White Revolution of India, which has made India the largest
producer of milk and milk products in the world. It is one of the best examples
of co-operative achievement in the developing economy. Amul entered the
pouched milk market in Delhi in 2005 and then onwards giving a tough
competition to Mother dairy .Presently Amul has a 40 % market share in the
branded milk segment.

Product 20

The varieties of Amul milk available in Delhi are :
Amul Taaza Toned Milk 3% fat
Amul Gold Full Cream Milk 6% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Tea Special

At Amul skim milk powder is procured from the cooperatives of Gujarat which
is much superior in quality when compared to the cooperatives of West Bengal
leading to better quality of products.

Price

When compared to Mother dairy , the distributors margin of Amul is .50p/ltr
whereas Mother dairy gives .30p/ltr .In case of retailers Mother dairy has fixed
margin in every part of West Bengal .However Amul gives different margins
depending upon the location and sale of the retailer which becomes a great
incentive to sale. The price of the milk to the end consumer is however similar
to Mother Dairy.




21


Place

The availability of milk is a major concern among the consumers. Amul with its
vast distribution network has enhanced the market and is responsible for its
growth. Amul has made pouched milk available in almost all suburbs of West
Bengal where we cannot find Mother dairy even today. Mother dairy is not able
to cater to those markets because their size is comparatively small and with the
current retailers and distributors margin there is hardly any profit left to them
because the expenditure is much more.

Promotion

Amul has a great brand image in the mind of the customer .Their expert
marketing and advertising strategies add all the more to the sales.










23

STUDY OF DISTRIBUTORS AND RETAILERS




The study of distributors and retailers was conducted on a part of North Delhi
,ie,Maniktala , Shyambazar , Ahmerst street , Raja Bazar , Malik Bazar, New
Market , Dalhousie , Minto Park , Esplanade , Dharamtala , A.J.C.Road . The 3
major distributors in the area were interviewed. They are :

Five Star Distributor
40A, W C Banerjee Street
Delhi-700006


A.S.Milk
2A , Scotland Lane
Delhi-700009


Jyoti Gupta
133/C , Raja Ram Mohan Sarani
Delhi-700009
Ph : 98319-50986

The method of personal interview and questionnaire was adopted to get the
insights. The following mode of operation was found out through interviews :

An agreement is done by the company with the LAD for payment of a security
deposit

The LAD will receive the delivery of poly pouch milk at the scheduled
place mutually agreed upon and to sell the same to the third party retailers
in the area specified by the dairy

The milk shall be sold by the LAD to the retailer already existing in that area and
further outlets to be developed by the LAD

The agreement made at the beginning of the contract with the LAD shall remain
valid for a specified period of time and shall be terminated on the



MBA 2012-14| 24



expiry of the period unless it is extended or renewed for any further
period by mutual agreement

The LAD will take the delivery of the exact quantity of packaged milk
supplied by the dairy in its place against the indent placed by the LAD
the previous day. The Lad shall pay the cost of milk against the delivery
of milk by an account payee cheque or bankers cheque

The operational area of LAD shall be decided by mutual consent and may be
increased or decreased as per the decision of dairy from time to time

The LAD shall increase the sales by at least 10% over and above the present sales
within 3 months

The LAD shall be responsible for delivery of milk in good condition and
in time to various outlets by his own arrangements of transport and
manpower

If at any time the milk is found unfit for human consumption due to mishandling
or bad storage by the LAD , strict action will be taken

The LAD is solely responsible for maintaining the sealing , quality , packaging ,
etc. of the milk packets received from the dairy

The milk once delivered to the LAD shall not be returned to the dairy at anytime
and under any circumstances

The LAD shall also be responsible to leverage out the benefits given to the
retailers by the company from time to time


The results of the questionnaires filled by Lad are given below :-


















MBA 2012-14| 25

RESEARCH METHODOLOGY

Purpose

The basic purpose of this research is to find out the factors affecting the
decision of the consumer to purchase milk

Problem

To find out problem is the first stage of the research process. It represents
translating the management problem into research problem. It is rightly said, A
problem well defined is half solved.

Consumers have faith in the brand image of Mother dairy, still its losing share
to Amul and other local brands

Objectives

The objectives of the study are as follows:

1) The objective of the study was to find the actual reason why people are
not buying Mother dairy



SAMPLE


Sampling Frame:


A Sampling frame consists of a list of item from which the sample is to be
drawn.

The sample frame for this research constitutes the customers visiting retail
outlets to purchase milk in North and East Delhi.

Sample Size:


The sample size of the research was 315 individuals.







MBA 2012-14| 36


Methodology:


Initially 25 factors were identified to carry on the survey through an
analysis. This was further cleaned into a list of questions in a questionnaire
(refer annexure). Once framed and properly fragmented, these were
individually filled for a process of Descriptive Research. A cross-board
survey was undertaken involving consumers of milk in east and north Delhi.
This gave a congregated set of 314 responses which were then segregated
and keyed into SPSS. SPSS was extensively used to narrow down the
factors into components.



DATA INTERPRETATION
































































MBA 2012-14| 26






































































MBA 2012-14| 27






































Interpretations :

Earlier Mother dairy itself used to distribute milk directly to the local retailers,
the distribution of milk through LADs started only last year. Since the
distributors are new they hardly have any complain regarding retailers drop out
within the year of work. However sales were largely affected due to competition
from other local brands which are coming up daily with new schemes.

According to the distributors, the margin was not sufficient to meet their
expenses. Their profit remains negligible. Among the competitors also Mother
dairys margin is the lowest. Again there is no incentive to work hard. The
targets given by the company were not realistic and hence were not achieved.

Their view about the quality of milk is also not satisfactory. According to them
there is no consistency in the quality, which becomes a major reason of low
consumer demand. When it comes to competitiveness Mother dairy lacks
behind many brands and especially Amul which has captured the market with
its mass advertisements and fine quality of product.

MBA 2012-14| 28


Apart from the survey with the three LADs ,others were also
contacted in order to solve their grievances .The report prepared is
shown below :

29






After the distributors, the retailers were also interviewed in the similar manner.
About 50 representative retailers were chosen for the purpose through
convenience sampling.

Data interpretation











































30
31
































































MBA 2012-14| 32









































Interpretations :

During the interview most of the retailers were satisfied by their sales
considering the location and competition in the market , however few who were
not , considered decreasing quality as a reason of loss of sales apart from
competition with other brands. Also it was witnessed that their is no competition
from local dairy owners because they have a fairly differentiated market.



According to the majorty the major competitor is Amul , with its vast marketing
strategies , immense brand image and enormous quality of products, it has
successfully captured the market.However few of the retailers also believed that
the local brands like Red Cow,Thacker dairy,Amrit Fresh,Delight etc are
emerging as great competitors .These brands are new and are giving huge
margins and incentives , which is leading to push sales.



MBA 2012-14| 33



The margin of amul and Mother dairy is almost same in the area , however
when compared to local brands it is quiet less. When it comes to
competitiveness according to the retailers Mother dairy is not performing upto
the mark.Their strategies does not meet their competitors. Brands like Red Cow
offer huge discounts to their retailers whereas Mother dairy has no such
schemes.

Thus through applying root cause analysis we can come out with the main
problems of distributors and retailers leading to decreasing market share. The
fish bone diagram demonstrating the reasons is shown below:
































Competition from local brands was one of the most contributing factor in
decreasing market share. The local brands not only give high margin to the
retailers but they also have great incentive schemes available for them thus
influencing them for higher sales.

Quality is the next major problem. There is no consistency in the colour or
smell of the milk .Milk is judged by its thickness, which again has the same
issue. Many retailers complained that sometimes the milk has a distinguishable



MBA 2012-14| 34



bad smell which annoys customers. Also there is a concern that the milk gets
spoiled very easily compared to Amul.

Mother dairy has an incentive plan according to which the distributors are
supposed to increase sales incrementally by 1% every month. This target if
achieve give the distributors an incentive of .05p/ ltr on their total sales for the
year. In order to fulfil the target and increase the sale, the distributors give the
retailers a part of their incentive,say .03p/ ltr. But even then it becomes very
hard for the retailers to increase sale as the demand in the market is limited.
Thus in these cases the only measure left is to increase sale through opening up
of new retail points.

Here we can see the lack of initiative of the distributors and the company.
During the survey it was found that there were a lot of gaps in the area of the
distributors. There was an unmet demand in the market. The distributors accept
that because of lack of initiative they were unable to meet the requirements.
During my project I identified few of them and thus new retail sale points were
allotted.









CONCLUSION




This project was about the milk segment of Mother Dairy which due to intense
competition from its competitors is continuously losing its market share. So in
this project different parameters on which the sale of Mother Dairy depends are
studied and analysed from the distributor, retailer and consumers perspective.
The final outcome of the project is that the parameters which make decision
regarding the purchase of milk are Price , Quality, Smell , Taste ,
Advertisement and Awareness. Milk market is a totally unpredictable market
and the organisation should be over-cautious of any complaints that come into
milk as it includes the sentiments of a mother for her kid and she would not
prefer to give anything to her kid for which she is not 100% satisfied. So the
company should take every step possible to contain these problems which in
some way or the other affects the sale of Mother Dairy and its retailers.







































MBA 2012-14| 44


LIMITATIONS




The limitations of the project is as follows :

1. The study was conducted in North and Central Delhi only ,so the limited
area of the study may affect the conclusions

2. Some of the respondents could not give their proper response due to lack
of time. They at times tend to get biased and project a rosy picture which
may affect the reliability and relevance of the study

3. It might also be so that some respondents were not motivated enough to
respond properly although full attempt was made to keep it as unbiased as
possible.

4. There was no provision of visiting cards for the summer trainees which
hinder communication at times

5. The duration of the project was short, so the scope of more in-depth
evaluation was not possible
































MBA 2012-14| 45


RECOMMENDATIONS




The recommendations for the company for further growth and profit are as
follows:


Mother dairy should come up with schemes for customers along with
retailers as it would be a real boost to the sales and also it will help the
company to get back its lost customers


During the survey it was found that many of the retailers were
uninterested because they were concerned about the storage of milk.
Instead of refrigerators if dry ice boxes can be supplied free of cost, sale
would be increased. Also it would be economical and convenient. Later,
if the retailer drops out , the box can be collected back.


It was seen that the price of the largest selling variety of Mother dairy
which is cow milk is Rs 24/ltr , and the competitor product of Amul is
priced at Rs 25/ltr. Thus the price can be increased and thereby margin of
the retailers can be increased


Also it was seen through the survey that price is not a major concern for
the consumers when it comes to a necessity like milk so the price can be
increased by a rupee or two and the quality can be improved

Mother Dairy is ISO and HACCP certified. The consumers should be
explained about it through advertisements in order to make them aware


The organisation should schedule these kinds of surveys on a more
regular basis as at this point of time Amul is really capturing the market
and the organisation should take viable steps to meet the expectations of
its customers


If MD can do certain promotions as its competitor AMUL does, then it
can attract sales. Promotion with the help of boards, hoardings etc. and
also it can advertise in radio


It was found during survey that Mother dairy milk gets spoiled quickly,
thus a preservative known as costic which is used by Amul can be applied
to produce milk

MBA 2012-14| 46






In order to improve and maintain quality, total quality management
measures should be appointed. It was seen that due to lack of fixed
percentage of raw milk mixed, the quality gets hampered and remain
unsteady. The extra milk procured should be used for production of milk
products which are in short supply and raw milk should be
proportionately used in milk production


The smell in milk is because of the usage of skim milk powder beyond a
certain point of time, this should be looked into by the manufacturing
department and alternative measure should be used


The company should try to adopt a relatively short period incentive
system in order to make it more friendly and achievable


The milk rejected by Mother dairy due to sub-standard is used by other
local dairy owners and hence their quality is much inferior. This should
be advertised


Mother dairy should come up with a scheme for consumers like discount
on Mother dairy Ice cream or any other product on supplying empty
pouch packets of Mother dairy milk


Differential margin should be given by the LADs to the retailers
depending upon the location and sales


LADs should be directed to supply milk to small retailers according to
their preference of time ,sometimes late by 6.30 -7.30


LADs should supply milk through cycle vans and small trolleys also like
competitors to areas where trucks cannot go


Factory visits helped consumers a lot in understanding the product.LAD
should organize the same with the help of MDC officials










MBA 2012-14| 47





REFERENCES




http://www.motherdairycalcutta.com/

http://en.wikipedia.org/wiki/Main_Page






















































MBA 2012-14| 48





ANNEXURE

Questionnaire


DISTRIBUTOR


1. Name -
2. Address -
3. Phone -
4. Avg daily sales (in lts):-

1500 3500
3500 - 5500
5500 7500
7500 9500
9500+

5. How would you rate your retailers drop out?

Satisfactory
Unsatisfactory

6. Which type of milk sells the most?

DTM
TM
FCM
CM
SM














7. Rate Mother dairy on the scale of 1-5 on the following factors ( 1 as worst and
5 as best) :-


Particulars 1 2 3 4 5

Margin

Timeliness

Credit limit

Incentives

Demand of
retailers
Quality

Packaging

Hygiene

Competitiveness



8. Is there any scope to increase the no of retailers in your area ?


YES
NO


9. Suggestions/Complains :



*---------------------------*
























RETAILER


1. Name of shop -
2. Address -
3. Phone -
4. Lad name -
5. Avg daily sales (in lts):-


10-50
50 150
150 300
300 450
450

6. How would you rate your present sales?

Satisfactory
Unsatisfactory


7. If the answer to the above is unsatisfactory then please choose the reasons
from below:

Competition from other brands
Competition from local dairy owners
Others

8. Which type of milk sells the most?


DTM
TM
FCM
CM
SM

9. Who is the major competitor of Mother dairy?

Amul
Metro Dairy
Red Cow
Others





11. Suggestions/Complains :-



*---------------------------*


CONSUMER


1. Name -
2. Address -
3. Avg daily consumption (in lts):-

a) .5 - 1 b) 1 2 c) 2 3 d) 3 +

4. The brand that comes to mind when it comes to purchase of milk
a) Amul
b) Mother Dairy
c) Red Cow
d) Thacker Dairy
e) Others

5.Do you get delivery of milk at your home ?

a) YES b) NO