A

Project Report
On

“Sales & Distribution in Dairy

Industry”

With special reference to Aanchal

products

SUBMITTED FOR:
The partial Fulfillment of the requirement for the Degree of
the “Master of Business Administration” of “Uttaranchal
Institute of Technology, Dehradun”

SUBMITTED BY: SUPERVISOR:

Bhupendra Singh Rajwar Dr. Saurabh Joshi
H.O.D. Management
 UTTARANCHAL INSTITUTE OF TECHNOLOGY,
DEHRADUN
(Affiliated to Uttarakhand Technical University,
Dehradun)

ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to the management of

Nainital, Dugdh Utapadak Sahakari Sangh Ltd. Lalkuan for providing
me the opportunity to get an exposure of their esteemed unit.

I am sincerely thankful to the Circulation department for coordinating

my training and explicitly express my thanks to Mr. Prahlad Singh
Haldwani (Nainital) and all the officers at Circulation Department for
there continued help and guidance during my stay there.

Last but not the least, I express my deep gratitude to my Faculty, Dr.
Saurabh Joshi for his valuable guidance.

I also express my thanks to parents and all family members and friends
who directly or indirectly provide me their moral support.

(Bhupendra Singh Rajwar)

 STUDENT DECLARATION

This project has been undertaken as a partial fulfillment of the

requirement for the award of degree of MBA, Uttaranchal Institute of
Technology.

The project was executed during the summer break after the Second semester
under the supervision of Dr. Saurabh Joshi.

Further, I declared that this project is my original work and the analysis
and the findings are for academic purpose only. This project has not
been presented in any seminar or submitted elsewhere for the award of
any degree or diploma.

(Bhupendra Singh Rajwar)

 Signature

CONTENTS

Chapter - 1

Introduction

- Objective of the study

- Scope of the study
- Limitation of the study

- Research methodology

Chapter - 2
 About Dairy Industry

Company Profile

- Sales Management
- Growth Development
- Function of Channel of Distribution
- Marketing Strategy

Chapter - 3

- Data Analysis
- Summary Of Finding

Chapter - 4
- Suggestion

Chapter - 5
- Conclusion

Biblography
Questionnaire

Chapter - 1

Introduction

1 Objective of the study

2 Scope of the study
3 Limitation of the study
4 Research methodology
 INTRODUCTION

India is the leading milk producer in the world and the dairy
cooperatives are the backbone of Indian dairy industry. This study has
analyzed the inefficiencies existing in improving milk production,
procurement pattern, marketing channels, and price spread of a dairy
cooperative, Uttaranchal Cooperative Dairy Federation Ltd (UCDFL),
also known as Anchal in the Kumaun region of Uttarakhand and has
proposed a model for eliminating these inefficiencies. It has been found
that UCDFL is focused mainly on liquid milk marketing and has not
adopted product diversification, which is the need of the day. Nainital
and Almora districts of Kumaon region have been selected for the study;
these cover almost 40 per cent of cattle population in the division, except
Udham Singh Nagar. It has been found that due to insufficient margins,
the number of agents working for other private dairies has increased.
Different marketing channels for milk have been identified and price
spread has been calculated for all the channels. Lack of business
development services related to dairy industry has been found leading
the farmers to disassociate from Anchal. The study has suggested that
Anchal should evolve a definite policy with regard to procurement of
milk in both lean and regular periods and to sustain its members,
incentive package should be provided. Anchal should find ways to
establish fodder banks at strategic locations for providing fodder during
emergencies and periods of fodder scarcity. Local sale of milk at the

society level should be encouraged to increase the popularity of Anchal

brand.

Nainital, Dugdh Utapadak Sahakari Sangh Ltd. Lalkuan as on

today, is the biggest National Daily across all products in Uttaranchal,
Uttar Pradesh and Delhi with a phenomenal readership of consumers.

Nainital, Dugdh Utapadak Sahakari Sangh Ltd. Lalkuan have a head

office in Haldwani and many District Cooperative Unions engaged in
milk production, procurement, processing and marketing in surrounding
areas. Small dairy for satisfying the people of Uttaranchal conducting
regular researches and needs are registered and interesting to know the
customer‘s feedback from dairy products.

I am taking the study because “The study is helpful to understand

customer’s expectations from a complete range of dairy products and to
know that how is defying the other dairy products to Aanchal? What
modifications required in the current strategies in order to make it
stronger in market? And what the customers of dairy products want from
a complete dairy in market.

Before the cooperative movement began, middlemen who supplied

milk to the consumer were exploiting the dairy industry in the
Uttaranchal. It began as a response to this exploitation and put an end to
it. It grew because it responded to the farmers financially as well as with

services. It has thrived because farmers who have a stake in its success
own it. And because it has been managed by capable professionals and
strengthened by dedicated scientists, technologists and workers, it has
forged ahead. Today in India, there are 75,000 dairy cooperative
societies, spread all over the country with a membership of 10 million.
The farmer in the village is now assured of a better future thanks to these
cooperatives. Recently one of the European Embassies in Delhi
requested us for information on the five biggest "companies" in the dairy
business. The first three are in the cooperative sector.
 OBJECTIVES OF STUDY

There are many objectives of this topic under this project. Some are as
follows:-

1. First and foremost objective of this study is to know the

distribution system of AANCHAL industry.
2. To study the perception and problem of retailers and suggest
method to motivate them.
3. To study the level of awareness among consumers about
AANCHAL milk and its other products.
 SCOPE OF THE STUDY

1. At present this study may be helpful in getting the knowledge of

distribution system and all the selected facts.
2. We get the chance to know the packing and selling concept of the
milk and its product and how it can be made available into the
market to the consumer.
3. It is to know Indian market and its environment give us the chance
to know to know the environment of the company.
 LIMITATIONS OF THE STUDY

Following are the limitations which we deem in the course of the

project: -
1. Inadequate time to complete the project.
2. Beside Aanchal others are unorganized it is very difficult to cover
the data in this time limit.
The data collected is not very extensive to draw an accurate
conclusion
 SAMPLE SIZE

The survey was conducted among 150 people

Sample unit:
150 people

Sampling method:
Random sampling
 PERIOD OF STUDY

The period of study was of 7 weeks and survey was

conducted for 10 days starting from 1st July 2011 to 10th
july 2011.

Research Methodology

The research design used for the present study is exploratory research.
The tools used for data collection were questionnaires and personal
interviews.

Internet was used as a source for secondary data.

The study considered customer base as well as organization base

questionnaires and our sample was 150.

SECTOR & PLAYERS

Sector chosen for the study is Dairy & F.M.C.G. Retailer. Under this
head we are concerned with Aanchal & remaining players of supply.

INFORMATION SOURCES
Sources of data collection can be divided into two parts:

(1) PRIMARY DATA

(2) SECONDARY DATA

To collect the primary data the method used is:

(i) Questionnaire is used for data collection

To collect the secondary data the method used is:

(i) Books
(ii) Journals of Aanchal
(iii) Newspaper
Chapter II

Company Profile
1 History
2 Sales Management
3 Growth Development
4 Function of Channel of Distribution
5 Marketing Strategy
About Dairy Industry

Today, India is 'The Oyster' of the global dairy industry. It offers

opportunities galore to entrepreneurs worldwide, who wish to capitalize
on one of the world's largest and fastest growing markets for milk and
milk products. A bagful of 'pearls' awaits the international dairy
processor in India. The Indian dairy industry is rapidly growing, trying
to keep pace with the galloping progress around the world. As he
expands his overseas operations to India many profitable options await
him. He may transfer technology, sign joint ventures or use India as a
sourcing center for regional exports. The liberalization of the Indian
economy beckons to MNC's and foreign investors alike.

Euromonitor International's Dairy Products in India report offers a

comprehensive guide to the size and shape of the market at a national
level. It provides the latest retail sales data, allowing you to identify the
sectors driving growth. It identifies the leading companies, the leading
brands and offers strategic analysis of key factors influencing the market
be they new product developments, packaging innovations,
economic/lifestyle influences, distribution or pricing issues. Forecasts
illustrate how the market is set to change.

Company Profile

The history of Nainital, Dugdh Utapadak Sahakari Sangh Ltd.

Lalkuan can be traced back to 1948. Organization first started its
operations in year 1949; initially organization preceded just 611-liter
milk with the help of seven societies per day and its sale was 376-liter
milk per day. At present time organization is selling nearly 30865 liter
milk per day.

The reason for this impressive growth can be attributed to strategic

planning and management of organization functions. The ever-
increasing demand for Milk and Products can e another season for this
phenomenal growth.

In the year 1997-98 companies averages sales was 27354 Liter per day
which feather increased to 30865 Liter Per day in the year 98-99. thus
reason growth of 12.8% approx for previous year this growth is must
higher then growth rate dairy industry, which was nearly 6.3% in year
1998-99.
In the field of handling Milk organization has achieved milk store by
handling 2.1 melt as compared plant’s present handling capacity. Plant’s
present handling capacity is 20,000 Liter per day but it handling 42,000
Liter Milk present time it is handling an average of 39340 Liter Milk per
day new plant under construction that not increase plant-handling
capacity to 50,000 Liter per day after coming in operation.

Starting its operation from producing selling Milk only. Organization has
added a number of products in it range. The organization new deals in
pasteurized Milk, Ghee, Butter, Creams and flavor Milk.

The table given below reflects performance in recent year.

Table 1

S.No. Item 06-07 07-08 08-09 09-10

1 Milk Handling Avg. day 26.64 34.87 35.26 39.34
2 Ghee (In MT) 75.84 111.1 178.6 198.2
3 Butter (In MT) 113.7 161.5 239.2 259.7
4 Paneer (In MT) 23.41 35.56 35.72 39.8
5 Cream (In MT) 137.9 192.5 274.2 294.5
6 Flavor Milk (200 Ml 73056 63145 75494 84145
Packed)
 BOARD OF DIRECTOR'S

S.N. Name Designation

1-
Dr. Mohan Bisht Chairman

2-
Mr. Vinod Fonia Managing Director/Member Secretary

3-
Mr. Bhag Singh Chauhan Vice Chairman

4-
Mr. Kunvar Singh Gusain Member

5-
Mr. Arjun Singh Rautela Member

6-
Mr. Gulab Rai Member

7-
Mr. Hari Ram Member

8-
Mrs. Nirmala Rawat Member/ nominated by state govt.

9-
Mr. Karn singh Bhandari Member

10- Member
Mrs. Haru Devi

11- Member
Mrs. Janki Devi

12-
Mr. Sanjay Upadhyay Member/Representative of Director, Dairy Development
History:

The dairy industry in India is going though major changes as a

result of liberalization pobues of previous of govt. and restricting of the
economy. This has brought a greater participation of private sector.

Uttarakhand Co-operative Dairy Federation Ltd (UCDF Ltd.) is a apex

level state federation of district milk Co-operative unions in the state of
Uttarakhand. It was established in the year 2001,under registration no;
555,Dated 12-03-2001, with its head office at Mangal Parao, Haldwani
(Nainital) for the successful implementation of the dairy programmes in
the state. Product branding is "AANCHAL"
The Uttarakhand Cooperative dairy Federation Ltd (UCDF) came into
existence as is a successor body to the Uttar Pradesh Co-operative Dairy
Federation Ltd. after the formation of Uttarakhand as 27th state on
9thNov, 2000. The UCFD Ltd is registered under the Uttarakhand state
cooperative act in the year 2001.

After starting at 20 million tons per 20 years between 1950 and 1970
India milk production bean to rise crossing 30 Million tans in 1980 and
 596 Million tans 1997. The annual growth rate raised from 4.5% in 70%
in 80’s. Today India ranks as world 2nd larges producer after US.

Ever science the dairy sector was declined in late 1991, there has been
significant activity in private sector with many companies making a bid
to enter the field in addition the private sector is also directly competing
with govt. and cooperative sector in the supply of the Milk of consumer
in urban areas.

Members Milk Unions

S .No Name & Address of DUSS Phone/ Fax Number

1 Nainital Dugdh Utpadak Sahakari Sangh Ltd, Lalkuan, District- 05945-
Nainital 268061/268030/268127/268069
2 Udham Singh Dugdh Utpadak Sahakari Sangh Ltd, Kanjabag 05943-252555
Road, Khatima, , District- U.S.Nagar
3 Pithoragarh Dugdh Utpadak Sahakari Sangh Ltd, Vin, District- 05964-226016/225107
Pithoragarh
4 Almora Dugdh Utpadak Sahakari Sangh Ltd, Patal Devi, 05962-233026/233075
Almora, District- Almora
5 Champawat Dugdh Utpadak Sahakari Sangh Ltd, Jut Patwa, 05965-230426
District- Champawat
6 Dehradun Dugdh Utpadak Sahakari Sangh Ltd, Raipur Road, 0135-2787225/2787955
Dehradun, District- Dehradun
7 Haridwar Dugdh Utpadak Sahakari Sangh Ltd, Vill- 01334-254418
Shikarpur(Landhaura), District- Haridwar
8 Garhwal Dugdh Utpadak Sahakari Sangh Ltd, Dhobighat Pauri 01346-252335
Road, Sri Nagar (Garhwal), District- Pauri Garhwal
9 Tehri Dugdh Utpadak Sahakari Sangh Ltd,H- Block New Tehri, 01376-232042
District- Tehri Garhwal
10 Uttarkashi Dugdh Utpadak Sahakari Sangh Ltd, Matli, District- 01374-235256
Uttarkashi
11 Chamoli Dugdh Utpadak Sahakari Sangh Ltd, Simali, District- 01363-247420
Chamoli
12 Cattle Feed Factory, Kichha by pass Road, Rudrapur, District- 05944-242552
U.S.Nagar

Performance of Aanchal :-

 All the 13 districts of the state are covered by 11-district level milk unions
(district Rudraprayag and Bageshwar are included with the Srinagar and Almora
milk unions respectively).
 Elected board of members in position in the district milk unions and state
federation.
 Infrastructure of 09 milk Processing plants of installed milk processing capacity
210 Kilo Liters perday and 44 chilling centers with a milk chilling capacity of
100 Kilo Ltr./day.
 Nainital DUSS Ltd Lalkua ia an ISO certified unit and Udhamsingh Nagar Milk
unions is in process to obtaine ISO 9001 and 2000 certificates.
At present, an average of Rs 29.00 lakhs per day milk price is paid to milk
producers of the state.
 UCDF is supplying 12,000 metric tonne quality cattle feed to the milk producers
manufactured in its own Cattle Feed Plant at Rudrapur.
 Established Cheddar and Ricota cheese plant in Dehradun.
 Established cow urine distillery in the districts of Dehradun, Pauri Garhwal,
 Chamoli, Nainital and Almora, providing additional income, through purchase of
cow urine from milk producers of milk societies, to milk producers other than the
milk.

 Wide spread dispersal of cross breed cattle through various govt. and other
schemes.
 Emphasising establishment of well-designed energy conservation and eco-
friendly machines and plants to save energy, power, water and fuel.
 Successfully implementing Govt. of India sponsored schemes like Integrated
Dairy Development Project (IDDP), Rastriya Krishi Vikas Yojana (NADP), Clean
milk production, area development programmes etc.
 Successful implementation of state government aided dairy development
programmes like Saghan Mini Dairy Scheme, Dairy Venture Capital Fund (Big
Dairy), Special components schemes and Mahila dairy vikas pariyozana etc.
 Under STEP Dairy Schemes women from the weaker sections of the society are
organized under the dairy Co-operatives providing them a plate-form for
upgradation and strengthening their skills resulting into their socio-economical
well being.
 Organization of women self help groups within the women D.C.S.
Products of Aanchal

- Milk

- Flavored Milk

- Ghee

- Cream

- Curd

- Butter

- Paneer

- Chhachh

- Yoghurt

- Cheese

- Ball Mithai

- Chocolate.
SALES MANAGEMENT

DISTRIBUTION NETWORK:

Channel Structure

AANCHAL OTHER’s

Authorized Dealer Authorized Dealer Customer

Customer
Retailer

Customer
FUNCTIONS PERFORMED BY DIFFERENT CHANNEL
MEMBERS

AANCHAL

Authorized Dealer
Selected on the basis, reputation G/will in the Market. Their main
function is to hold/preserve Aanchal’s products from Company’s
plant and distributes them to the retailers.

Retailers

All shopkeepers who deals in F.M.C.G. product especial in

confessionary items.
Growth Development:

Now a day’s consumption of Milk is increasing rapidly due to very

nutritious and multipurpose use. So Milk is growing and developing
itself. Initially organization procured just 611 liter per day with the help
of 7 societies and it sales was 316 liter per day. At present time
organization is selling nearly 5115 liter per day.

The reason for this improving growth can be attributed strategic

planning and better management of organization function. The over
increasing demand for Milk and Milk products can be another reason for
this phenomenon growth. In the year 1997-98 company’s average sale

was 24718 liter per day, which further increased to 25915 liter per day in
1998-99. Thus registering growth of 70.18% approx from last year. This
growth is much higher than growth rate doing industry, which is nearly
6.3% in year 1998-99.
Future Planning

1 To increase the handling capacity of plant from 20,000 lts. to

50,000 lts. per day.

2 To establish the plan pasteurized butter now day table butter is

prepared.

3 They are planning to add mushroom as a new product in their

range for their consumers who quality mushrooms.
Function of Channel of Distribution:

Some of the important functions of channel of distribution are as

follows: -

1 Helpful in Price determination

Channels of distribution are very helpful in determining the price of

products because they are in direct touch with consumers. They can
estimate capacity of consumers for products. Therefore the manufacturer
must incite suggestions of middlemen while determining the price of the
product.

2 The Manage finance

All the manufactures have limited financial resources. Middleman helps

manufactures in marketing adequate financial resources available. They
purchase the good used b manufacture and make the payment for that in
this way, they help in solving the financial problem of manufactures.
 3 To make the process of Distribution easy

It is not possible for a producer, particularly a producer of consumer

good to be in direct touch with all the consumers. Therefore it is not very

practical for a producer to distribute his goods to his consumers directly.

Channels of distribution help the producers in this regard.

Marketing Strategy

Uttaranchal co-operative Dairy Federation (U.C.D.F) is having its

own marketing strategy guidelines as per the strategy decided by the
head office are given to all the unions in order to achieve the target given
Naintal Dugdh Utpadak Sahakari Sangh is a part of UCDF. So UCDF
provides guidelines to NDUSS also.
Following are the marketing strategy: -

1 A committee is formed at every marketing unit headed by in charge

marketing the concerned union. Primary jobs of this committee are
as follows: -

a) To do a survey to find out areas where new agents can be

appointed.

b) Which point will be conceived for the consumer?

c) Areas to appoint retailers.

2 Proper selection of individual for appointment of agents.

3 Try to convince the agents for door-to-door selling so as to

compete with traditional duchies.

4 Visit to school children to the factory, this is done increase the

awareness.

5 To arrange weekly meeting at level review the marketing

operation.

6 Appointment of stockiest in sub urban areas as well as in the

flehsils.
7 Distribution channel should be checked and maintained regularly.

8 Regular reporting of the progress of the union should be done at

head office and advice form the head office should be sought.
Chapter 3

1 Data Analysis
2 Summary Of Finding
3 SWOT Analysis Of Aanchal Dairy Industry
Data Analysis

1) Which way do you presently buy milk & its product?

Aanchal 35%
Other Dairy 15%
Local Milkman 50%

Table 2

Aanchal
Othere Dairy
Local Milkman

Finding:

 50% of the total milk market is being captured by the local

milkmen’s.
 And is is only having 35%market share of the whole milk market.
 Market share of other dairy product is only 15%.
2) On what feature of the following, you are not totally satisfied?

Other
Aanchal Dairy Milk-Man

Quality 25 35 30

Pricing 40 20 20

Product Available 55 15 60
Table 3

70
60
50
Quality
40
Pricing
30
Prduct Avilabety
20
10
0
Aanchal Other Dairy Milk-Man

Finding: The persons who look for the quality products mostly use
Aanchal but because of improper availability of Aanchal products they
prefer to buy from local milkman.
3) Have you seen the advertisement of the products of?

(a) Aanchal
(b) Other dairy

Aanchal other
dairy

Yes 90 60

No 10 40
Table 4
Finding: Only Aanchal does properly ad campaign others depend only
on whisper marketing.

4) When you buy milk or its product, how important is each of the
following factors in your decision?

Extremely Imp.Very Imp.Somewhat Imp.Not at all

Quality 40 40 18 2
Service 30 50 15 5
Price 15 40 25 20

Table 5
 60

50

40 Extermaly Imp.
Very Imp.
30
Some what Imp.
20 Not at all

10

0
Quality Service Price

Finding: For most of the consumers quality of milk is the most

important factor which influences their decision to purchase milk from
particular source.
5) How do you rate the following features given below?

Aanchal Other Dairy Local Milkman

Poor Good Excellent Poor Good Excellent Poor Good
Quality 10 60 30 30 55 15 70 20
Service 15 75 10 60 25 15 5 60
Pricing 30 50 20 50 40 10 10 60
Product Availability 20 50 30 80 18 2 55 40

Table 6

(a) Quality:

70
60
50
40 Anchal
30 Other Dairy
20 Local Milkman
10
0
Poor Good Excellent

Finding: Most of the consumers believe that the products of aanchal

are of good quality.
(b) Services

80

70

60

50
Anchal
40
Other Dairy
Local Milkman
30

20

10

0
Poor Good Excellent

Finding: The services of local milkman are perceived to be much better

than the services of Aanchal.
(C) Pricing

60

50

40
Anchal
30
Other Dairy
20 Local Milkman

10

0
Poor Good Excellent

Finding: The prices of the Aanchal products are higher then the other
dairy products and milkman’s prices.
(d) Product Availability

80
70
60
50
Anchal
40
Other Dairy
30 Local Milkman
20
10
0
Poor Good Excellent

Finding: Here also the consumers are rating higher other dairies in the
case of availability various products in the market by the other dairies,
Aanchal and milkman.
6) If you have to change your current way of purchasing milk or it's
product which would be your first choice?

Through Aanchal 45
Through Other Dairy 15
Through Milkman 40

Table 7

50
45
40 Through Anchal
35
30
Through Other
25
Dairy
20
15 Through Milkman
10
5
0
1
New Vendor

Finding: In spite of looking to the other sources consumers will prefer

Aanchal.
FINDINGS:

We analysis the data and given result is given below:

1. More then 50% of markets is being captured by local vendor.

2. The persons who look for quality products mostly use Aanchal but
because of improper availability Aanchal they prefer to buy it from local
milkman.
3. Only Aanchal does proper ad campaign. Others depend only on
whisper marketing.
4. For most of the consumers quality milk is the most important factor
which influences their decision to purchase milk from a particular
source.
5. Most of the consumers believe that the products of aanchal are of
best quality.
6 The services of the local milkman are perceived to be much better
than the services of Aanchal.
SWOT ANALYSIS OF AANCHAL DAIRY INDUSTRY

Strengths:

 Demand profile: Absolutely optimistic.

 Margins: Quite reasonable, even on packed liquid milk.

 Flexibility of product mix: Tremendous. With balancing

equipment, you can keep on adding to your product line.

 Availability of raw material: Abundant. Presently, more than 80

per cent of milk produced is flowing into the unorganized sector,
which requires proper canalization.

Technical manpower: Professionally trained, technical human

resource pool, built over last 30 years.
Weaknesses:

 Perishability: Pasteurization has overcome this weakness

partially. UHT gives milk long life. Surely, many new processes
will follow to improve milk quality and extend its shelf life.

 Lack of control over yield: Theoretically, there is little control

over milk yield. However, increased awareness of developments
like embryo transplant, artificial insemination and properly
managed animal husbandry practices, coupled with higher income
to rural milk producers should automatically lead to improvement
in milk yields.

 Logistics of procurement: Woes of bad roads and inadequate

transportation facility make milk procurement problematic. But
with the overall economic improvement in India, these problems
would also get solved.

 Problematic distribution: Yes, all is not well with distribution.

But then if ice creams can be sold virtually at every nook and
corner, why can’t we sell other dairy products too? Moreover, it is
only a matter of time before we see the emergence of a cold chain
linking the producer to the refrigerator at the consumer’s home!
 Competition: With so many newcomers entering this industry,
competition is becoming tougher day by day. But then competition
has to be faced as a ground reality. The market is large enough for
many to carve out their niche.

Opportunities:

"Failure is never final, and success never ending”. Dr Kurien bears

out this statement perfectly. He entered the industry when there were
only threats. He met failure head-on, and now he clearly is an
example of ‘never ending successes! If dairy entrepreneurs are
looking for opportunities in India, the following areas must be tapped:

 Value addition: There is a phenomenal scope for innovations in

product development, packaging and presentation. Given below
are potential areas of value addition:
o Steps should be taken to introduce value-added products like
shrikhand, ice creams, paneer, khoa, flavored milk, dairy
sweets, etc. This will lead to a greater presence and flexibility
 in the market place along with opportunities in the field of
brand building.
o Addition of cultured products like yoghurt and cheese lend
further strength - both in terms of utilization of resources and
presence in the market place.
o A lateral view opens up opportunities in milk proteins
through casein, caseinates and other dietary proteins, further
opening up export opportunities.
o Yet another aspect can be the addition of infant foods,
geriatric foods and nutritional.

 Export potential: Efforts to exploit export potential are already

on. Aanchal is exporting to Bangladesh, Sri Lanka, Nigeria, and
the Middle East. Following the new GATT treaty, opportunities
will increase tremendously for the export of agri-products in
general and dairy products in particular.
Threats:

Milk vendors, the un-organized sector: Today milk vendors are

occupying the pride of place in the industry. Organized dissemination of
information about the harm that they are doing to producers and
consumers should see a steady decline in their importance.

The study of this SWOT analysis shows that the ‘strengths’ and
‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’. Strengths and
opportunities are fundamental and weaknesses and threats are transitory.
Any investment idea can do well only when you have three essential
ingredients: entrepreneurship (the ability to take risks), innovative
approach (in product lines and marketing) and values (of quality/ethics).
The Indian dairy industry, following its delicensing, has been attracting a
large number of entrepreneurs. Their success in dairying depends on
factors such as an efficient yet economical procurement network,
hygienic and cost-effective processing facilities and innovativeness in
the market place. All that needs to be done is: to innovate, convert
products into commercially exploitable ideas. All the time keep
reminding yourself: Benjamin Franklin discovered electricity, but it was
the man who invented the meter that really made the money!
Chapter 4

 Suggestion & Recommendations

Recommendations
Following are the recommendations/suggestion, which we are giving to
automobile companies as follows:

1 We would recommend Aanchal to improve and change the product

line frequently as possible, which is the key factor for Aanchal
Dairy.
2 We would recommend Aanchal to improve the product availability
status and focus more on product awareness.
Chapter 5

 Conclusion

1 Aanchal has more sales than others, which is reflected in the data
acquired from the companies and the customers.
2 The success of Aanchal is because of the introduction of good
quality productes, which provide them with an edge over their
competitors.
3 There are two PLANTS of AANCHAL in UATTRANCHAL. This
helps them to serve the customers better, which in turn leads to
better brand image and gain the trust of the customers.
Questionnaire

1) Which way do you presently buy milk & It’s product?

Through Aanchal
Through Other Dairy
Through local Milkman

2) On what features of the following, you are not totally satisfied?

Quality
Service
Pricing
Product Availability

3) Have you seen any ads of these?

 YES  NO

IF YES, from

 News paper ad

 T.V ad

 Magazine ad
  Others

4) Do you recall any of the ads you have seen on T.V or

PRINTED?

Please describe:

i)……………………………………………………………………

ii)
……………………………………………………………………

5) When you buy milk or it’s product, how important is each of

the following factors in your decision?
Extremely Imp Very Imp Some what Imp Not at all Imp

d) Quality
e) Service
f) Pricing
g) Product Availability

Others (specify) ……………………………………………………

 6) How do you rate the following features given below?
POOR-------------------GOOD-------------EXCELLENT

The rating lies from 1-----------2-------------3-----------4----------5

Features Aanchal Other Dairy
Quality
Service
Pricing
Product Availability

7) If you have to change your current way of purchasing a milk

product tomorrow, which way would be your first choice?

Through Aanchal
Through Other Dairy
Through local Milkman
Others…………………………………

NAME:

Phone No:

ADDRESS:
Bibliography

Commodity Availability for Food Distribution Programs

By Nutrition, and Forestry

Sale and Distribution of Dairy Products

The Dairy Revolution: The Impact of Dairy Development in India

by Wilfred Candler, Nalini Kumar, Wilfred V Chandler - Business &
Economics

Website:
ucdfaanchal.org

www.ua.nic.in

www.google.com

We took the data from the “overdrive magazine” and some data from
the “Pamphlets”