A

Project Report
On
“CONSUMER PERCEPTION EVALUATION”
(MOTHER DAIRY FIRM)
SUBMITTED
IN THE PARTIAL FULFILLMENT OF THE DEGREE OF

Bachelor OF BUSINESS ADMINISTRATION

TO
C.C.S.UNIVERSITY, MERRUT
UTTAR PRADESH

UNDER THE GUIDANCE OF: SUBMITTED BY:

MRS. NARESH KUMAR A. PRIYANKA
BBA DEPARTMENT BBA 6TH SEMESTER
ROLL NO: 168799001

Batch - (2016-2019)
HIERANK BUSINESS SCHOOL
(Affiliated to C.C.S.University, Meerut
(Uttar Pradesh)
1
 DECLARATION

I here by declare that the project report about mother dairy is based my own work
carried during the course of my study under the supervision & guidance of

MR. NARESH KUMAR

I further declare that the information presented in this project is true and original to
the best of my knowledge.

STUDENT NAME – A. PRIYANKA

ROLL NO – 168799001

2
 ACKNOWLEDGEMENT

It gives me immense pleasure in acknowledging the valuable assistance and

cooperation which we received from the people around us for the successful
completion of this project.
At the very honest I would like to thank all respected faculty members of our BBA
Department.
I would like to give my special thanks to MR NARESH KUMAR
the faculty of marketing department for giving me full co-operation in completion

of this project.

3
EXECUTIVE SUMMARY

4
 EXECUTIVE SUMMARY

COMPANY: MOTHER DAIRY FIRM

PRODUCT: Dairy products.

PROJECT TITLE: Consumer perception Evaluation .

Through of the research methodology we define the research design & source of data, whatever

used in mother dairy firm.

On the basis of research methodology, we focus on 4’Ps of marketing:-

 Exploring current market scenario, major players and products being offered by them.

 Selecting Segments for Targeting and selling dairy products.

 Estimation of dairy Products Market in India.

 Evaluating obstacles in expanding business in India.

5
 TABLE OF CONTENTS

 EXECUTIVE SUMMARY

 INTRODUCTION

 THE DAIRY MOVE IN INDIA

 OBJECTIVE OF THE STUDY

 COMPANY PROFILE

o MOTHER DAIRY IN DELHI

o PRODUCT PROFILE

 CONSUMER BUYING BEHAVIOUR

 RESEARCH METHODOLOGY

 DATA ANALYSIS & INTERPRETATION

 FINDINGS

 LIMITATIONS

 CONCLUSION

 SUGGESTIONS

 BIBILIOGRAPHY

 QUESTIONNAIRE

6
7
INTRODUCTION

8
 INTRODUCTION

THE INDIAN DAIRY SECTOR - FACT SHEET

From a milk deficient country in the early 1960s, India has emerged as the world’s largest producer

of milk. By 2003, milk production touched the 88 million tones (MT) mark. By 2002-03, under

the National Dairy Development Board (NDDB), and Operation Flood, 11.4 million cattle farmers

had been organized into 103,281 dairy cooperatives. Their collection of milk was estimated at 84.6

million liters and their earnings were in the region of Rs 50 billion. Twenty-two state federations

were affiliated to NDDB till 2002-03. However, except for Amul, most of the state federation

brands are regional. These include Verka in Punjab, Nandini in Karnataka, Vijaya in Andhra

Pradesh, Saras in Rajasthan, Anchal in Uttaranchal, Mother Dairy in Delhi and Calcutta. Though

they dominate the liquid milk market in their own states, due to lack of standardization, the value-

added products, such as butter, cheese, etc. of these brands, have not been able to gain a national

presence. Amul and, now Mother Dairy, are the only two brands that have acquired a national

presence. Nearly 46 per cent of the total milk production – i.e. 42.5 million tones – is consumed

as liquid milk. 47 per cent is converted into traditional products like cottage butter, ghee, paneer,

khoya, curd, etc. Only 7 per cent of the milk is used in the production of western products like

milk powders, processed cheese, and processed butter. The unorganized sector accounts for more

than 50 per cent of all milk and dairy products. Out of a total production of milk and dairy products

worth Rs 1600 billion in 2003-04, traditional dairy products accounted for Rs 990 billion and the

organized sector’s share is about Rs 230 billion. About 60 per cent of the installed processing

capacity is in the cooperative sector.

9
 THE DAIRY

MOVEMENT IN INDIA

10
 THE DAIRY MOVEMENT IN INDIA

The dairy cooperative movement in India continues to be unparalleled in the world in terms of its

scope and scale. Launched in the Kaira district of Gujarat during India's independence, farmers

were encouraged to form a cooperative to counter exploitatively low prices offered for their milk

by the monopoly milk supplier, Polson Dairy. The Kaira cooperative launched its operations in

1946 and operated at two levels. The primary village dairy cooperative society of milk producers

collaborated with others in the district to form the milk producers union, which procured and

processed the milk. The union processed the milk that was procured from the village dairy

cooperatives at its processing plants. In addition to collecting surplus milk, the Kaira union assisted

members in expanding production. The father of the Indian dairy movement was Verghese Kurien.

A mechanical engineer from the Michigan State University, US, Kurien helped India to become

the largest producer of milk in thecountry. As the number of district unions increased, the Kaira

cooperative was transformed into the Gujarat Milk Marketing Federation Ltd (GCMMF) under the

chairmanship of Kurien. GCMMF coordinated the operations of the union and marketed milk and

milk products. As the operations were based in Anand, Gujarat, this came to be known as the

Anand model. This model was replicated across India. In 1965, NDDB was formed under the

chairmanship of Kurien and was mandated with the task of building cooperative dairies across the

country. Operation Flood was launched in 1970, which sought to establish dairy cooperatives

across India, get rid of middlemen, remove seasonal price variations and make it economically

viable for farmers to undertake production and distribution of milk. Operation Flood achieved

phenomenal success: trebling India's annual milk production from 21 million tones in 1968 to 74

million tones in 1999. Nearly 9 million small producers in 74,000 villages began supplying

11
hygienic and fair priced milk to 300 million consumers and earning revenues of Rs 25 billion in

the process.

Of the Rs 2 billion invested by World Bank in the second phase of Operation Flood, the net return

to the rural economy has been in the region of Rs 240 billion. per year over a period of ten years

or a total of Rs 2.4 trillion in all. No other development programmed in the world has achieved

such success. Several countries like Sri Lanka, Bangladesh, Nepal, the Philippines, Malaysia and

some African countries have decided to implement similar projects.

12
 THE LIQUID MILK & MILK PRODUCTS MARKET

Out of a total production of 88 mt of milk, 46per cent is consumed as liquid milk. Less than 30 per

cent of milk production – i.e. 26.4 mt – is packaged. Currently barely 778 out of 3,700 cities and

towns are served by the milk distribution network, dispensing hygienically packed wholesome,

quality pasteurized milk. According to one estimate, the packed milk segment would double in the

next five years.

The effective milk market is largely confined to urban areas, inhabited by over 25 per cent of the

country's population. In urban India, an estimated 50 per cent of the total milk produced is

consumed by a population of roughly about 350 million. The expected rise in urban population

would be a boon to Indian dairying. Of the three A's of marketing - availability, acceptability and

affordability, the dairy sector is at an advantage since Indians are a milk loving people. However

what continues to be a challenge is the affordability factor. Volume sales could dramatically

increase if small packs of 250 ml or less is made available. Sales of milk powders in mini-sachets,

for two cups of tea or coffee, could also help in increasing volumes.

Flavoured Milk is increasingly becoming the toast of the milk market. The overall market

for flavoured milk in India is estimated to have grown 27 per cent in value terms in 2004-05.

Milk-based drinks are the flavour of the season as consumers seek healthy lifestyles. Nestlé’s Fruit

and Milk and Amrit Foods’ Gagan are the two brands that have a significant presence in this

segment Diet Milk, Fortified Milk and other such niche categories are expected to grow. Gagan,

the Amrit Foods brand, has launched a Diet Milk which is recommended for people with high

13
cholesterol and blood pressure since it has just 0.5 per cent fat content. This is a long shelf life

product.

Ultra Heat Treatment (UHT) milk or long-shelf-life milk sales is estimated to be in the region of

70 million litres and the segment is growing at a healthy pace of 20-25 per cent per year.

Packaged curd and curd products – such as lassi, buttermilk, chaos, set dahi, mishti doi, etc. – are

new products and are witnessing a rapid pace of growth. In terms of volumes this just comprises

5 per cent of dairy products, but they are growing at 10 per cent per annum. Flavoured yoghurt,

which is popular in the West, however, has not been successful in India.

Traditional products, such as paneer, mithai, khoa and khoa-based sweets, which are available in

the unorganized market, are a huge segment. Apart offers traditional Indian sweets, the organized

sector has not tapped into the potential that this sub-category offers.

14
OBJECTIVE OF THE

STUDY

15
 OBJECTIVE OF THE STUDY

The objective behind the research was to find out the perception about different milk brands and

the criteria for selection of a milk brand along with the kind of service that the consumers expect

from the different players.”

1.To know the different outlet and quality in which mother dairy product is available.

2.To know about the mother dairy competitors.

3.To know about the different packagee size in which Mother dairy products are available.

4.To know about the customer satisfaction level for Mother dairy product.

16
COMPANY PROFILE

17
 COMPANY PROFILE

MOTHER DAIRY

Since 1974, millions of consumers in Delhi have been waking up to the goodness and freshness

of mother dairy milk. Mother-Dairy has established itself as and Integral part of their lives is it in

terms of providing pure, wholesome milk of rich, delicious milk products.

The drop logo used by cooperatives across the country is a symbol of purity and freshness,

qualities, which mother dairy over the years has come to be closely associated with.

Available at a store nearest to you be it your local kirana store, the largest supermarkets into he

city or their very don exclusive milk shops, Is it any wonder that mother dairy today enjoys

almost 75% of the market shae for the branded milk in Delhi and more importantly that special

place in every Delhites life. Mother Dairy markets & sells dairy products under the Mother Dairy

brand (like Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils and the

Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices at a national level

through its sales and distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives.

Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations.

Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/

pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It is

Mother Dairy’s constant endeavor to

(a) Ensure that milk producers and farmers regularly and continually receive market prices by

offering quality milk, milk products and other food products to consumers at competitive prices

18
and;

(b) Uphold institutional structures that empower milk producers and farmers through processes

that are equitable.

At Mother Dairy, processing of milk is controlled 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. 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.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi,

Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the

branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing

operations through around 14,000 retail outlets and 845 exclusive outlets of mother dairy

The company’s derives significant competitive advantage from its unique distribution network of

bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the

year 1995 have shown continuous growth over the years and today boasts of approximately 62%

market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of

dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and

most of these products are available across the country.

The company markets an array of fresh and frozen fruit and vegetable products under the brand

19
name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000

retail outlets in various parts of the country. Fresh produce from the producers is handled at the

Company’s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF

facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art

fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in

1996 at Mumbai supplies quality products in the international market. With increasing demand

another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling

capacity of around 250 MT per day.

Mother Dairy has also been marketing the Dhara range of edible oils for the last few years.

Today it is a leading brand of edible oils and is available across the country in over 2,00,000

outlets. The brand is currently available in the following variants: Refined Vegetable Oil,

Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil

and Filtered Groundnut Oil. Mother Dairy has also launched extra virgin Olive Oil under the

Daroliva brand.

Mother Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to deliver

a range of delicious products and bring a smile on your , Mer Dairy shall strive to remain one of

India’s finest food companies.

Mother Dairy is a leading marketer of dairy products and fruit & vegetable products in the Indian

sub-continent. Its unwavering commitment to quality, state-of-the-art technology, and the use of

superior ingredients enable it to offer a wide range of world-class products. In addition to its

market leadership in India , Mother Dairy is also active in the global arena, exporting its range of

dairy products to various international markets. In recent years, the brand’s fruit pulp, pastes,

20
purees, and concentrates have evokes tremendous demand across the globe. To cater to this

demand, Mother Dairy has set up a 100 per cent Export Oriented Unit with a capacity for

processing over 15000 metric In addition to its market leadership in India, Mother Dairy is also

active in the global arena, exporting its range of dairy products to various international markets.

In recent years, the brand's fruit pulp, pastes, purees and concentrates have evoked tremendous

demand across the globe. To cater to this demand, Mother Dairy has set up tones of fresh

produce annually. Moreover, a new state-of-the-art plant with an installed capacity for

processing 10 metric tones of fruit per hour is being set up at Bangalore. The units are ISO 9001-

2000 and HACCP certified, and the products are Kosher certified.

As another step towards providing quicker and better service to its international customers, Mother

Dairy has established a marketing office in Rotterdam. With a view to ensuring world-class quality

on a consistent basis, Mother Dairy focuses on delivering value at every stage - right from the farm

to the plant. Best ingredients. Streamlined processes. Reliable customer service. These are the

aspects that make Mother Dairy an outstanding brand.

Frozen Vegetables and Fruit Juices at a national level through its sales and

distribution networks, for marketing food items. Mother Dairy milk (Bulk Vended Milk) is

fortified with vitamin A @2000 IU per litre of milk as a part of social accountability. This

program was started with the Mother Dairy, Delhi, since February 1980and there after Mother

Dairy is continuing this program on their own as a social responsibility without having any

financial assistance from the Government as well as since it is felt that BVM is generally

21
consumed by the middle / lower middle / poor strata of the society. It is also found that the

dietary practices adopted by these classes are deficient in Vitamin A. Mother Dairy sources

significant part of its requirement of liquid milk from dairy cooperatives. Mother Dairy sources

fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the

cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by

undertaking to nationally market all Dhara products.

At Mother Dairy, processing of milk is controlled 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. 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.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi,

Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the

branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing

operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.

The company’s derives significant competitive advantage from its unique distribution network of

bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the

year 1995 have shown continuous growth over the years and today boasts of approximately 62%

market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of

dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and

most of these products are available across the country.

22
The company markets an array of fresh and frozen fruit and vegetable products under the brand

name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000

retail outlets in various parts of the country. Fresh produce from the producers is handled at the

Company’s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF

facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art

fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in

1996 at Mumbai supplies quality products in the international market. With increasing demand

another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling

capacity of around 250 MT per day.

23
 ENTRY OF NEW COMPETITION

One of the fastest growing niches in the FMCG market is the milk and product segment.

This space is dominated by Amul, Nestle, Britannia, Mother Dairy and a host of other local

players. While the competition is intense, the scope of growth in this market is drawing in more

players. The latest to enter this market is Danone, the erstwhile promoter of Britannia.

The company

However, at this stage let us give you a bit on Danone's background. Founded in 1919, Groupe

Danone or Danone is a French food products company. Its turnover in 2009 stood at EUR 14.9

bn. The company's products range includes fresh dairy products, bottled water, baby nutrition

and medical nutrition. Danone is the number 1 in fresh dairy products and number 2 in water and

baby nutrition products in the world in volume terms.

Danone marked its independent entry in India in late 2009. The company launched three

products - chocolate smoothies (Choco Plus) in Hyderabad, plain yogurts (Danone Dahi) and a

range of flavoured yogurts (strawberry, mango and vanilla), in Pune and Maharashtra. The

yogurt market is estimated at Rs 5 bn. Of this, only Rs 250 m constitutes the organized market

while the remaining is unorganized. Moreover, the per-capita consumption in India for dahi and

yogurt is at 0.5 kg while in European countries the average is around 30 kg. This means there is

ample scope for growth. Furthermore, with the rising price of milk, (55% point to point increase

since Jan 2007) it makes sense for the company to launch curd and yogurt as opposed to plain

milk as these are value added products. This strategy seems to be working as the company has

24
grown by 50% YoY and claims to have a 19-20% market share in modern trade in Mumbai and

Pune. This is just after a year and a half of operations. Currently, the company is concentrating

on increasing its presence in the modern trade and is present at around 230 retail chains.

Future plans

Going forward, the company wants to go pan India. However, it is restricted by not having

a supply chain in place. Danone has several blockbuster products for which it sees potential in

India. These include Activia, a fermented dairy product, Actimel, a probiotic dairy product,

Danacol, which is a cholesterol-lowering dairy product and Evian, mineral water. While all these

have potential for strong growth, the company has not indicated what it plans to launch. Danone

also plans to target the base of the pyramid consumers. For this, it plans to launch a project in the

second half of the year. This project would look at affordable products from factories at various

points. To further root itself in the Indian markets, Danone plans to invest about Rs 3.3 bn over

the next few years. Danone is also considering acquisitions to grow its business in India. While

the company has the products and the technology, the company is lacking in a distribution

channel. Hence, the company may look at potential joint venture or buyout which would help it

build up a distribution capability.

What we expect?

The entry of Danone in India spells bad news for companies like Britannia and Nestle. Britannia

has been looking to expand its product offering. For this it entered into the dairy business. The

company already has a curd and flavoured milk offering. Nestle's milk portfolio contributed

about 44% of the company's CY10 sales. The milk portfolio includes (although a small

percentage) yogurt and curd. As the market is growing, the sales of these companies would not

25
be affected by the entry of Danone. However, to capture market share, the profitability of

Britannia and Nestle would be affected. coming in rampantly about adulterated khoya and

sweets being sold during festive seasons, Mother Dairy took the decision to launch traditional

sweets hence giving the consumers a safe and pure alternative in sweets," Mother Dairy Business

Head (Dairy Products) Subhasis Basu said today.

It has launched khoya, chenna kheer, kaju barfi, kaju pista rolls, dodda burfi and milk cake.

There was also a need for khoya in consumer packs from a credible source since most of the

households use it for making various sweets, he added.

Basu said the company would itself manufacture sweets and also enagage third-party for the

purpose.

"Of the new offerings, we will continue to sell khoya and chenna kheer. But for the gift pack

containing kaju barfi, kaju pista rolls, dodda barfi and milk cake, we will take a call after Diwali

looking at response," he said.

Mother Dairy was commissioned under the flagship 'Operation Flood' project of the National

Dairy Development Board (NDDB) in 1974. Mother Dairy Fruits & Vegetable Ltd is a wholly

owned subsidiary ofNDDB.

Mother Dairy has been a market leader in the branded milk segment in Delhi and sells close to

30 lakh litres per day in the city. It offers ice creams, dahi, lassi, flavoured milk, butter, cheese

and UHT milk.

That apart, the company markets nationally frozen foods and juices under the brand name 'Safal'.

The Dhara range of edible oil is also manufactured and marketed by Mo

26
MOTHER DAIRY DELHI

27
 MOTHER DAIRY DELHI

"Mother Dairy" is the single largest brand of milk in India as well as in Asia, marketing about 2.2

million litres of milk per day. Mother Dairy commands 40% market share in the organized sector

in and around Delhi, primarily because of consistent quality and service -what ever be the crisis-

floods, transport strike, curfew etc. Mother Dairy, Patparganj, Delhi, is presently manufacturing

& selling around 8.5 lakh litres per day of toned milk through bulk vending shops. Additionally,

around 13.5 lakh liters of milk per day in poly packs is marketed by Mother Dairy. This milk is

got custom packed from the units of various State Federations.

Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points

(HACCP) and IS-14001:1996 Environments Management System (EMS) Certified

organisation.Mother Dairy was the first Dairy in the country to implement ISO-

14031(Environments Performance Evaluation) project. The company’s Quality Assurance

Laboratory is ISO/IEC-17025:1999 certified by NABL (National Accreditation Board for Testing

and Calibration Laboratory), Department of Science & Technology, India. This provides assurance

to the consumer in respect of Quality and Safety of products manufactured and marketed by

Mother Dairy.

The National Dairy Development Board (NDDB) commissioned Mother Dairy in the first phase

of Operation Flood in 1974. Considering the success of Dairy industry NDDB established Fruit &

Vegetable Project in Delhi in 1988 with "SAFAL" as its umbrella brand.

The company is a highly trusted household name for its wide range of milk products like Milk,

Flavored Milk, Ice-Cream, Dahi, Lassi, Table Butter, Dairy Whitener, Ghee etc.

The application for the award is being made for Mother Dairy, Delhi unit.

28
Mother dairy has taken up the concept of Total Productive Maintenance (TPM) whole heartedly.

The number of employees involved in KAIZENS and the no.of KAIZENS per employee are very

encouraging. Mother Dairy is a member of CII-TPM Club and the KAIZENS done by Mother

Dairy employees have been selected and presented in 2nd, 3rd, 4th, 5th and 6th National Kaizen

Conferences held from time to time during the last three years. Our TPM efforts have resulted in

increase in MTBF and decrease in MTTR, quality improvement, Cost reduction and reduction in

accidents.

Mother Dairy has received "Best Productivity Performance" award for three consecutive years

starting from 1987-88 to 1989-90 and again from 1995-96 to 1997-1998 from National

productivity Council and a commendation Certificate for Rajiv Gandhi National

Quality Award, National Energy Conservation Award - 2004, Oil and Gas Conservation Award -

2004 and 2005, Indian Innovation Award - 2004 and Safety Initiative Award - 2005.

From a milk deficient country in the early 1960s, India has emerged as the world’s largest

producer of milk. By 2003, milk production touched the 88 million tones (MT) mark. By 2002-03,

under the National Dairy Development Board (NDDB), and Operation Flood, 11.4 million cattle

farmers had been organized into 103,281 dairy cooperatives. Their collection of milk was

estimated at 84.6 million litres and their earnings were in the region of Rs 50 billion. Twenty-two

state federations were affiliated to NDDB till 2002-03. However, except for Amul, most of the

state federation brands are regional. These include Verka in Punjab, Nandini in Karnataka, Vijaya

in Andhra Pradesh, Saras in Rajasthan, Anchal in Uttaranchal, Mother Dairy in Delhi and Calcutta.

Though they dominate the liquid milk market in their own states, due to lack of standardization,

the value-added products, such as butter, cheese, etc. of these brands, have not been able to gain a

29
national presence. Amul and, now Mother Dairy, are the only two brands that have acquired a

national presence.

Nearly 46 per cent of the total milk production – i.e. 42.5 million tonnes – is consumed as liquid

milk. 47 per cent is converted into traditional products like cottage butter, ghee, paneer, khoya,

curd, etc. Only 7 per cent of the milk is used in the production of western products like milk

powders, processed cheese, and processed butter. The unorganized sector accounts for more than

50 per cent of all milk and dairy products. Out of a total production of milk and dairy products

worth Rs 1600 billion in 2003-04, traditional dairy products accounted for Rs 990billion & 60 per

cent of the installed processing capacity is in the cooperative billion and the organized sector’s

share is about Rs 230 billion. About sector.

30
Energy Consumption

There has been

steady decrease
in Electrical &
Thermal
consumption per
equivalent Lakh
Liters. UNIT 2004-05 2005-06 2006-07

Annual milk production Lakh litres 2525.8 3073.3 3047.75

Totalelectricalenergyconsumption /annum
Lakh Kwh 98.25 117.28 113.39
Specificenergyconsumption-Electrical Kwh/Lakh 3889.86 3816.09 3720.45
TotalThermal(Fuel)consumption/annum
Mkcal 5653.63 6650.13 6092.73

Specificenergyconsumpti
on-Thermal(Fuel) Mkcal/Lak 2.24 2.16 2.00
THERMAL(FUE
YEAR ELECTRICITY L)
%redu
ctiono
ver20
Consumption %reductionover2002 Consumption 02-
(Kwh/Lakh) -2003 (Mkcal/Lakh) 2003

2005-06 3889.86 - 2.24 -

2006-07 3816.09 1.90 2.16 3.33

3720.45 4.36 2.00 10.69

31
32
MODERN SCIENTIFIC PROCESSING OF MILK:

1. CLARIFICATION:-To process milk at mother dairy, the milk is first clarified. this is

done in a clarifier which spins the milk at a very high speed, as a result of which the dirt

particles are thrown out and drained.

2. HOMOGENISATION:- At Mother Dairy the milk is also homogenized. This ensures that

the customer get uniform amount of cream in their milk. In this process the milk pumped

at a very high pressure turning the cream into tiny droplets thus distributing the fat

throughout the milk. These droplets do not float at the surface to form a creamy layer. That

is why no creamy layer appears when Mother Dairy milk is boiled at home. Mother Dairy

shops sell homogenized toned milk which contains 3% fat even though you cannot notice

it

3. PASTERURISATION:- The milk is then pasteurized to make if safe for human

consumption. This process destroys any disease causing bacteria and also increases the

shelf life of the milk. During pasteurization the milk is heated to 72 degree Celsius for 15

seconds and then rapidly cooled down to 4 degree Celsius. This process, unlike boiling,

does not affect the nutritional value of the milk. Pasteurized milk is safe to drink without

boiling at all times as long as it is kept cool.

33
4. FORTIFICATION WITH VITAMIN A:- Toned milk during processing is fortified with

vitamin A. The deficiency of vitamin A can lead to night blindness and skin horning.

DESPATCHING OF MILK:- After processing, the milk is chilled and stored in silos and

further chilled at about 2degree Celsius by the glycol chilling system, and then dispatched to

the milk shops in insulation road milk tankers. Prior to the milk being dispatched in tankers, it

is tested for quality to make sure that it meets the quality standards. When the tanker arrives at

the shop the milk is transferred into a large tank kept under refrigeration.

5. MAKING THE MILK AVAILABE:- The control room vital to the efficient distribution

of milk over 1600 shops across the city. It organizes the tanker routes and its staff is

responsible for ensuring that he shops o not run out of milk. ach milk tanker is fitted with

a wireless set. As soon as the in charge at the control room learns that a particular shop is

running out of milk, he contacts the tanker nearest to the shop on the wireless which then

delivers the extra milk to it.

6.QUALITY CONTROL ALL THE WAY:- A final quality check of the milk is also

made at the shop itself. This ensures that the milk reaching the customer is of same quality as

dispatched from the Dairy.

34
PRODUCT PROFILE

35
 PRODUCT PROFILE

Curds

Dahi (curds) in convenient packs has been launched by the Delhi Mother Dairy. It is priced at Rs

4 for a 100 gram cup, Rs 7 for 200 grams and Rs 12 for 400 grams. These packs are available at

all the Mother Dairy milk shops and select retail outlets in Delhi and surrounding areas. Now,

when you forgot to set the curd or have a sudden party or when the curd just doesn't set in the

winters, just walk into the friendly neighborhoods Mother Dairy milk shop or outlet and get a oh-

so-creamy swanky new hygienic pack of Dahl. Or, you could just pick up a cup as a health snack

on-the-go.

Khoa

The goodness of milk comes in sleek packs of khoa from Hatsun Agro Product Ltd, Chennai

(Madras). Prepared from pure cow's milk, "Dairy Choice" khoa comes in blister packs which retain

the flavors and freshness of the delicacy. For the diet-conscious, 30 gms of khoa is equivalent to

200 ml of milk. "Dairy Choice" comes in mini packs (30 gms) to economy packs (500 gms). For

more information,

.Cheese

On the other hand, the mixing of defined strains as above ensures predictability of performance. It

offers scope for production of customer-specific cultures that can be adapted to the customer's

process and milk quality. It also renders possible the production of cultures with unbalanced

36
combination of bacteria strains, which is not possible under the traditional bulk starter system.

This would make it possible to produce a much wider variety of products (cheese types) with new

and more efficient techniques at lower cost.

Apart from defined costs, costs that cannot be defined easily but which are now assuming a greater

importance in an increasingly competitive environment are cost of rejections which have largely

been ignored to date. DVS cultures reduce considerably the risk of rejections on account of poor

culture quality and therefore earn valuable goodwill for the cheese manufacturer

NEW PRODUCTS: Mother Dairy Has Introduced Delicious Masti Doi, Dahi ,Flavored Milk

,Lassi, Butter, Pure Ghee, Huts Milk ,Dairy Whiter Cheese Etc.

OTHER PRODUCTS: Mother Dairy Has Also Been Marketing Other Product Through Retail

Net Work. These Products Are Safal Select Frozen Vegetables, Jams, Ketch-Up, Pickel, Mongo

Drink Fruit Guises, Paneer, Vijaya’s Sterilized Cream, Butter Milk, Dhara Oil….

MILKING POUCHS:

Reception of milk

Chilling of milk

Storage tank

Standardization

Pasteurization

Storage tank

Pouch filling machine

37
DETAILS :-

From storage tank milk goes to pouch filling machine. First of all milk comes in hopper of

machine, and then it is filling in pouch which are horizontally and vertically sealed automatically

in machine. The polythene of pouch from roller which is set on back side of machine. The volume

of milk can be set by knobs of machines. The capacity of pouch filling machine is 80 pouches per

minute max. Tap water is used to cool both the sealers

QUALITY CONTROL:

ANALYSIS OF MILK AND MILK PRODUCTS

At the Dairy stringent hygienic standards are maintained. The milk in the tankers is first checked

for quality and then unloaded into huge insulated stainless steel storage tanks. These tanks have a

capacity of 1akh liters each, the presence of adulterants (impurities) like urea, neutralizers,

preservatives and germs like bacteria are checked. All these test ensure that only good quality milk

is accepted. Once empty tankers are thoroughly cleaned and sanitized using acid. The tankers are

then finally rinsed with water.

AWARDS:

1. National energy conservation award from ministry of power in 2004.

2. Oil & gas conservation award for exemplary works in energy conservation form ministry

of petroleum &natural gas in 2004.

3. 3. Indian innovation award-2005 for innovation in food chain through milk

distribution through bulk vending system and change in supply chain of fruits and

vegetable.

38
Mother Dairy – Piyo pure.

Full Cream Milk – The purity of mother dairy full cream milk, mother dairy full The milk, mother

dairy full cream milk wholesome and healthy, packed with enemy and nutrition that’s essential for

growing kids. It makes them stronger from within and keeps them active and healthy. 19 Rs/kg.

Toned Milk – The purity of mother dairy toned milk. Mother dairy toned milk – a perfect blend

of good health and wholesome taste. It’s an ideal choice for people in search of a nutritive balanced

diet the does not compromise on taste. Mother Dairy to ned milk with a balanced cream content is

the right way to stary fit and fine, jolly and cheerful.

Milk fat – 30% & SNF – 8.5%, Rs. 5 /kg.

Double Toned – Mother Dairy double toned milk-tasty and nutritious, with law fat content. A

dream come true, especially for all health conscious people who love the taste of milk but are war

of its cream content. Mother Dairy double toned milk complements your daily workout perfectly.

Milk Fat – 1.5% SNF – 9.0%, Rs. 13/kg.

TOKEN Milk – Mother dairy Taken milk-healthy and tasty to the last drop. Homogenized to

evenly distribute the cream content, It’s thicker and lot easier to digest. It’s the magic of

39
homogenization that makes your kheer tastier and snake frontier. Fortified with vitamin A, which

not only is good for your complexion but also helps prevent right blindness.

Milk fat – 3% & SNF – 8.5%

Skimmed Milk – In skimmed milk, as much of the fat as in possible is removed, hence it has

around 45% calories less than full cream milk. Yet it continues to supply all the nutrients that full

cream milk does.

Milk Fat – 0.5% SNF – 8.7%, Rs. 11/kg.

Dairy Products
 The organized cheese market including its variants like processed cheese, cheese spreads,

mozzarella, flavored and spiced cheese, is valued at around Rs 4.5 billion. Processed

cheese at 60 per cent of the overall market (6000 tonnes) is estimated at Rs 2.7 billion

and is growing at about 15 per cent annually. Cheese spread has a share of around 30per

cent of the total processed cheese market. Demand for processed cheese is an urban

phenomenon and the demand for cheese cubes, slices and tins is growing. The flavored

cheese segment however has been declining. The demand for cheese is projected to grow

from about Rs. 4.50 billion in 2003-04 to Rs. 6 billion in 2006-07 and to over Rs 11

billion by 2014-15. Cheese is becoming a popular item in the menu of all relatively

affluent families. Slowly but surely, it will penetrate into the rural markets. While the

cheese market was growing at 20.6 per cent during the 1996-97 to 2001-02 period, the

growth rate between 2004-05 and 2009-10 is estimated at 9.4per cent. Amul, the

GCMMF brand, continues to dominate the market. Britannia Industries, which sells

processed cheese under the Milkman brand, is another key player. Foreign brands like

The Laughing Cow and the Dabur India-Bongrain joint venture, Dabon International's Le

40
 Bon has also grabbed a significant share of the market. Other foreign players too have

prepared plans to launch their products.

 The market for dairy whiteners-creamers and condensed milk is valued at Rs 3 billion,

with volumes of about 200 metric tonnes in 2004. The segment is growing at the rate of

8-9 per cent over a 5-year period. Volumes are projected to go up to 284 metric tonnes by

2008-09. Nestle India (Everyday), Britannia and GCMMF’s Amul are the key players in

this segment. Sapan, Vijaya, Mohan, Parag and other regional players too have entered

the fray with their dairy whiteners and most are available in pouches and tetra packs.

There are plans to introduce mini-portion cups as well. Amul has nearly 45per cent share

of the market followed by Nestle at 23 per cent. Britannia is the No. 3 player.

 The ice cream market is estimated to be in the region of Rs 15 billion per annum, of

which the organized sector is about Rs 9 billion (40 million litres). The unorganized

market is shrinking. A key issue in the ice cream industry is the increase in excise levy –

there have been six such hikes in five years. From a specific levy of Rs 2 per litre in

February 1994, it as been increased to 16per cent ad valorem (equivalent to Rs 12 per

litre) in 2000-01. GCMMF’s share in value terms is estimated at 27 per cent of the

organized market, while Hindustan Lever’s share has declined to just 8 per cent. Mother

Dairy has a share of 7 per cent and Vadilal too has 7per cent share.

Future Outlook

India is the largest milk producer and is all set to become the world's largest food factory. Milk

production is a relatively efficient way of converting vegetable material into animal food. In a

situation of increased international prices, lower availability of food aid and foreign exchange

constraints, in most developing countries milk and milk products will not play the same role in

41
nutrition as in the affluent societies of developed countries. In other countries dairy industries

have attempted to reach lower income consumers by varying the compositional quality or

packaging and distribution methods or blending milk in vegetable ingredients in formula foods

for vulnerable groups.

Effective demand will come mainly from middle and high income consumers in urban areas. The

growth of disposable incomes, change in family structures, more women joining the work force

and focus on healthy-nutritious and quality products are likely to result in demand for a shift

towards dairy products that are not just functional and convenient but also meet the consumers’

aspiration needs. Therefore, there is a huge potential for organized players to explore the

prospects of offering traditional milk products such as khoa and khoa-based sweets. Since

regional differences exist – as has been witnessed in the case of Amul’s shrikhand which sells

good volumes in the western region of the country but is not a fast moving item in other parts of

the countries – companies may have to offer a varied product portfolio, depending on regional

tastes and consumer preferences.

42
CONSUMER BUYING

BEHAVIOUR

43
 CONSUMER BUYING BEHAVIOUR

The product comes under fast moving consumer foods (FMCG) and the product is generally

purchased as a convenience good. The general characteristics of this product are: -

The customer usually purchases frequently, immediately, and with a minimum of effort.

The aim of marketing is to meet and satisfy target customer’s needs and wants. The field of

consumer behaviors studies how individuals, groups, and organization select, buy and dispose of

goods services, ideas, or experiences to satisfy their needs and desires.

INFLUENCING BUYER BEHAVIOUR

CULTURAL FACTORS:

Culture, subculture and social classes are particularly important in buying behaviors. Culture is

the fundamental determinant of a persons want and behaviors. The growing child acquires a set of

values, perceptions, preferences, and behaviors through his or her family and other key institutions.

A child growing up in the India is exposed to the following values: -

Achievement and success, activity, efficiency and practicality, progress, maternal comfort,

individualism, freedom, external comfort, humanitarianism and youthfulness.

Each culture consists of smaller subcultures that provide more specific identification and

socialization for their members.

Subcultures include nationalities, religious, racial groups, and geographic regions. When

subcultures grow large and affluent enough, companies often design specialized marketing

programs to serve them. Such programs are known as diversity marketing.

44
SOCIAL FACTORS :

In addition to cultural factors, a consumer’s behavior is influenced by such social factors as

reference groups, family and social roles and statuses.

REFERENCE GROUPS:

A person’s reference group consists of all the groups that have a direct (face-to-face) or indirect

Influence on a person is called membership groups. Some membership groups are primary groups,

such as family friends, neighbors and co-workers, with whom the person interacts fairly

continuously and informally. People also belong to secondary groups such as religious,

professional and track union groups, which tend to more formal and require less continuous

interaction.

FAMILY:

The family is the most important consumer buying organization in society, and family members

constitute the most influential primary reference group. The family has been researched

extensively. We can distinguish between two families in the buyer’s life. The family of

orientation consists of parents and siblings. From parents a person acquires a orientating towards

religion, politics and economics and a sense of personal ambition, self-worth, and love even if

the buyer no longer interacts very much with his or her parents, their influence on the buyer’s

behavior can be significant. In countries where parents live with grow children’s their influences

can be substantial. A more influence on every day buying behavior is the family of procreation

namely, one’s spouse and children.

45
ROLE AND STATUS:

A person participates in many groups’ family, in each group can be defined in terms of role and

status. A role consists of the activities a person is expected to perform each role carriers a person

is expected to perform each role carries a status. A Supreme Court justice has more status than a

sales manger and a sales manager has more status than an office clerk. People choose products that

communicate their role and status in society. Various advertisements are shown based on

emotional touch where mother gives her child, husbands giving to wife. Such types of

advertisement have made the suitable example of social class.

PERSONAL FACTORS

Age and stage in the life cycle: - people buy different goods and services over a lifetime. They eat

baby foods in the early years, most foods in the growing and mature years and special diets in the

latter years. Taste in clothes, furniture and recreation is also age related.

Occupation and Economics Circumstance: -

Occupation also influences consumption patterns. A blue-collar worker will buy worth clothes,

work shoes and lunch boxes. A Company president will buy expensive suits; air travel and club

membership marketers try to identify the occupational groups that have above average interest in

their products and services. A company can even tailor its products for certain occupational

groups: - Computer software companies for example design different products for brand

managers, engineers, lawyers, and physicians.

46
Product choice is greatly affected by Economic circumstances: - Spend able income

level, stability and time pattern saving and assets including the percentage that is liquid debts,

borrowing power and attitudes towards spending and saving. Marketers of income sensitive goods

continuously monitor trends in personal income, savings and interest rates. It economic indicators

point to a recession, marketers can take steps to redesign, repositions and reprises their products

so they continue to offer value to target customers.

4P”S OF MARKETING

The 4 P’s of marketing of Mother Dairy are as follows: -

1) Product –

Satisfaction suffices. But delight dazzles the average company will compete for customer by

conforming to her expectation consistently. But the winner will surpass them by constantly

exceeding her expectation, delivering to her doorstep additional benefits which it would never

have imagined possible. Mother – Dairy offer such products. The wide variety products offered

by the company Include -

 Mother – Dairy Milk

 Flavored milk

 Lassi

 Butter

 Vegetables (Safal)

47
2) Price –

Second of marketing is not another name for blindly lowering prices and relying on this strategy

alone to increase sales dramatically. The strategy used by mother dairy is for matching the value

that customer pays to buy the product with the expectation they have about what the production is

worth to them.

Mother dairy has launched various products that cater to all customer segments. Mother Dairy

provides various types of consumer (FMCG) products for every customer segment has different

price expectation from the product. Therefore maximizing the return involves identifying right

price level for each segment, and then progressively moving through them because the main

motive of every business is to earn profits and provide good quality of products to their customers

to fulfill their needs and wants of their customer. The following are the various products of mother

dairy.

3) Physical Distribution – “Place”

Marketers and finance manager need new terms to evaluate their business:

Distribution equity:

It takes much more time and effort to build, but once built, distribution equity is much together to

erode. The fundamental axiom of Indian consumer market is this: -

You can set up a state of the art manufacturing facility, hire the hottest strategies on the block,

swamp prime television with best Ads, but the end of its all you would be know of selling your

products. The cardial task before the Indian market is managing is to shoe-horm its product on

retail shelves. Buyers are playing for distribution equity not brand equity and market shares.

48
Indian – Over 1 billion people, 155 million household has over 4 million retail outlets in 5351

urban markets and 552725 villages, spread cross 3.28 million sq. km. television has already primed

and population for consumption ahead of competition will give a hard – to – overtake lead. But

getting their means managing wild by different terrains - climate, language, value system, life

style, transport and communication network and your brand equity isn’t going to help when it

comes to tacking these issues. Own distribution network consists of clearing and forwarding

(C&F) agents & distribution stockiest. This network of distribution can either contact wholesalers

and which in turn retailers or the distributors can contact to the retailers directly. One the stock

product reaches retailers, the prospective customers can have access to the product.

4) Promotion: -

If an advertisement is to communicate effectively, the receiver must at least half want it to, and be

prepared too take step toward the sender. If often both attracts and generates arm feelings. More

often than not a successful campaign has a stronger element of the unexpected a quality that good

advertising shares with much work while literature.

To penetrate into the inner recesses of her memory, communication must first ensure exposure,

grab her attention evoke her comprehension, grab her acceptance and then extract retention

competing with thousand of other units of communication trying to do the same.

49
KEY SUCCESS FACTORS OF MOTHER DAIRY

RESEARCH AND DEVELOPMENT:

With increasing competition in the market, R&D may become an important and critical

factor for success in newly emerging segments of the market. Indian players like Amul are not

able to launch SAFAL Vegetables in fast growing segment of the market, as they don’t have

appropriate technology.

PRICE:

Price can be used as a basis for competition in the Industry.

PRODUCT QUALITY:

Product quality in the presence time is a main key success factor. Customer can bargain in the cost

factor but not in the quality issue. Purity is the main USP of the Mother Dairy.

50
 RESEARCH

METHODOLOGY

51
 RESEARCH METHODOLOGY

Data Collection: The source of collection is through primary data and secondary data. The data

gathered from various published sources, which include magazines like business India and

Business world. Newspapers like brand equity of the economic times, and the websites of mother

dairy etc. The primary data is collected with the help of Questionnaire and we are doing the

consumer survey in south Delhi.

Primary data was collected using the following techniques

Questionnaire Method

Direct interview Method and

Observation Method

The main tool used was, the questionnaire method.Futher direct interview method, where a face to

face formal interview was taken. Lastly observation method has been continuous with the

questionnaire method, as one continuously observes the surrounding environment he works in.

Sources of secondary data

# Internet

#Magazines

# News paper

# Books

52
Procedure of research methodology

# Target geographic area was south Delhi

#to these geographic area questionnaires was given; the questionnaire was of a combination of

both open ended and closed questions

#the date during which questionnaire were filled was between six week

#finally the collected data and information was analyzed and compiled to arrive at the conclusion

and recommendations given

The project research is on exploratory conducted mainly on secondary data search. Data

is to be collected mainly through Internet, Magazines and Newspapers. The secondary data was

undertaken as it is easily accessible relatively in expressive quickly obtained through secondary

data raises the problem of usefulness to the current tasks (i.e. the objective of research) as the

objective of secondary data’s may e different care was undertaken for the match of objective &

relevance & accuracy of secondary data.

53
DATA ANALYSIS

&

INTERPRETATION

54
 DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS & INTERPRETATION

TYPE OF MILK USED IN SOUTH DELHI HOUSEHOLDS

Q. 1 (Andrew ganj,green park ,hauj khas )
S.NO. TYPE OF MILK BRAND NUMBER OF USERS
1 MOTHER DAIRY ( PP ) 710

2 AMUL 111
3 DMS 107
4 PARAS 12
5 GOPAL JI 4
6 MOTHER DAIRY ( LOOSE ) 71
7 LOCAL LOOSE MILK 62
8 NESTLE 4
9 COMBINATION 121
TOTAL 1202

800
700
600
500
400 Series1
710
300
200
100
111 107 71 62 121
0 12 4 4
COMBINATION
GOPAL JI
DAIRY ( PP )

LOOSE MILK
DMS
MOTHER

LOCAL

55
Q. 2 TYPE OF VARIANTS USED BY HOUSEHOLDS
S. NO. TYPE OF VARIANTS NUMBER OF USERS
1 MOTHER DAIRY 710
A. FULL CREAM 149
B. TONNED 392
C. DOUBLE TONNED 67
D. SKIMMED 5
E. COMBINATION 97
1. FCM + TM + DTM 3
2. TM + DTM 19
3. FCM + TM 49
4. FCM + DTM 21
5. FCM + SM 2
6. FCM + DTM + SM 1
7. TM + SM 2

400

350

300

250

200
Series1
150

100

50

0
A. B. TM C. DTM D. SM E.
FCM COM

56
Q. 3. PACK SIZE OF POLYPACK NORMALLY USED

S. NO. PACK SIZE NUMBER OF USERS

1 ONE LITRE 830

2 HALF LITRE 207

900
800
700
600
500
Series1
400
300
200
100
0
ONE LITRE HALF LITRE

57
Q. 4 PREFERENCE OF 200ML MILK PACK SIZE
S. NO. OPTION
1 YES 154
2 NO 1048
TOTAL 1202

1200

1000

800

600 Series1

400

200

0
YES NO

Q.5 DAILY CONSUMPTION OF MILK PER HOUSEHOLD ( IN LITRES )

SLNO. AMOUNT OF MILK NUMBER OF USERS
1 LESS THAN 2 LITRES 459
2 BETWEEN 2-4 LITRES 637
3 MORE THAN 4 LITRES 106
1202
MOR
E
THAN
4
LESS
LITRE
THAN
S, 106
2 LESS THAN 2
LITRE LITRES
BETWEEN 2-4
S, 459
BETW LITRES
EEN 2- MORE THAN 4
LITRES
4
LITRE
S, 637
58
Q. 6. THE MILK IS USUALLY USED BY HOUSEHOLDS FOR :
S NO. MILK USES NUMBER OF USERS
1 DRINKING 610
2 TEA / COFFEE 474
3 CURD 116
4 OTHERS ( FOR PETS ) 2
TOTAL 1202

OTHERS (
FOR PETS
CURD, 116 ), 2

DRINKING

TEA / COFFEE
TEA /
COFFEE, CURD
474
DRINKING
, 610

59
Q. 7. REASONS FOR USAGE OF CURRENT BRAND

SL NUMBER OF

NO. REASON USERS

1 QUALITY 665

2 BRAND IMAGE 202

3 EASY AVAILABILITY 209

4 LONG ASSOCIATION 118

5 RAPPORT / TERMS WITH SELLING / DEL. AGENT 5

6 OTHERS 3

TOTAL 1202

OTHERS

RAPPORT

LA
Series1
EA

BI

QUA

0 200 400 600 800

60
Q. 8 A.. SATISFIED OR UNSATISFIED WITH THE CURRENT BRAND
S.NO. OPTION NUMBER OF USERS
1 YES 1126
2 NO → 76
1. MD ( PP ) 57
2. AMUL 4
3. DMS 2
4. MD ( LOOSE) 6
5. LOCAL LOOSE +
COMBINATIONS 7
TOTAL 1202

1.
MD ( PP )

2.
AMUL

3.
DMS

4.
MD ( LOOSE)

5.
LOCAL LOOSE +
COMBINATIONS

61
B. REASONS FOR UNSATISFACTION

62
70

60

50

40
Series1
30

20

10

0
PQ PBI PA LA SR PH

63
 Q. 9. SHIFT IN BRAND DURING THE LAST SIX MONTHS

S.NO. OPTION

1 NO 1141

2 YES 55

YES

70 NO

60

50

40
Series1
30

20

10 64

0
PQ PBI PA LA SR PH
S. NO. REASONS NUMBER OF USERS

1 POOR QUALITY 46

2 POOR BRAND IMAGE 3

3 POOR AVAILABILITY 4

4 LACK OF ASSOCIATION 0

SPOILED RAPPORT / TERMS WITH THE

5 AGENT 2

6 OTHERS 0

50
45
40
35
30
25 Series1
20
15
10
5
0
AVAILABILITY

ASSOCIATION

TERMS WITH
QUALITY

POOR BRAND

THE AGENT
RAPPORT /
POOR

SPOILED
LACK OF
IMAGE

POOR

65
Q. 10. SOURCE FOR PURCHASE OF MILK.

S. NO. SOURCE NUMBER OF USERS

1 BUY FROM BOOTHS
a. MD ( PP ) 527
b. AMUL 36
c. DMS 98
d. LOCAL LOOSE MILK 0
e. OTHERS 86

a. MD ( PP )

b. AMUL

c. DMS

d. L L M

e. OTHERS

66
2 BUY FROM NEARBY KIRANA/GROCERY/RETAIL STORES
a. MD ( PP ) 90
b. AMUL 30
c. DMS 2
d. LOCAL LOOSE MILK 7
e. OTHERS 21

90
80
70
60
50
40
30
Series1
20
10
0

S1
a. MD (
b. AMUL
PP ) c. DMS
d. L L M
e.
OTHERS

67
3 HOME DELIVERY

a. MD ( PP ) 93

b. AMUL 45

c. DMS 7

d. LOCAL LOOSE MILK 55

e. OTHERS 34

100
90
80
70
60
50
40
30
20
10
Series1
0
a.

S1
b.

c.
MD ( PP )

d. L

e.
AMUL

OTHERS
DMS

LM

68
4. SERVICE RATE

S.NO. OPTIONS NUMBER OF USERS

1 FREE OF CHARGE 129

2 SERVICE CHARGE 45

SERVICE
CHARGE
26%

FREE OF
CHARGE
74%

69
FINDING

70
 FINDING

1. In the given areas of South Delhi, the most selling brand of milk is Mother Dairy in polypack

(59.06 %). The second most selling brand is Amul (9.23 %). In fact DMS is near to it with 8.90 %

selling. The Loose milk or Token milk of Mother Dairy is on the forth position (5.90 %). The

Local Loose milk is also giving competition to Mother Dairy Loose milk with 5.15 % selling. The

rest are Paras, Gopalji, Nestle, and Combinations of more than two brands (11.73 %).

2. A. In the 4 variants of Mother Dairy, the maximum sell is of TONNED MILK and in the

descending order they are as follows:

TONNED > FULL CREAM > DOUBLE TOONED > SKIMMED

The skimmed milk is least selling but there are complaints from the customers of its poor

availability.

B. In Amul variants the most selling is and others follow the following order.

C. In case of DMS the order is as follows:

D. Left are Paras, Gopalji, Nestle, and combinations of more than two brands. In this category

the order of variants selling is as follows:

3. From the survey it can be concluded that in polypacks the Pack Size normally purchased is

ONE LITRE. Only 19.96% customers prefer 1/2 LITRE pack size. For carrying less number of

polypacks they purchase 1 litre pack size. The households, which have 2 or less than two family

members, purchase only 500 ml milk. So they usually prefer purchasing 1/2 litre pack size.

71
LIMITATIONS

72
 LIMITATION

o The external guide was hardly available due to much busyness in the business works.

o Lack of adequate information due to secrecy maintained by the company & some other
reasons.

o We can’t communicate much, through of busyness nature of people.

o Some people have BIAS nature .

o Some people were not co-operative nature .

73
CONCLUSION

74
 CONCLUSION
1. In the given areas of South Delhi, the most selling brand of milk is Mother Dairy in polypack

(59.06 %). The second most selling brand is Amul (9.23 %). In fact DMS is near to it with 8.90 %

selling. The Loose milk or Token milk of Mother Dairy is on the forth position (5.90 %). The

Local Loose milk is also giving competition to Mother Dairy Loose milk with 5.15 % selling. The

rest are Paras, Gopalji, Nestle, and Combinations of more than two brands (11.73 %).

2. A. In the 4 variants of Mother Dairy, the maximum sell is of TONNED MILK and in the

descending order they are as follows:

TONNED > FULL CREAM > DOUBLE TOONED > SKIMMED

The skimmed milk is least selling but there are complaints from the customers of its poor

availability.

B. In Amul variants the most selling is and others follow the following order.

C. In case of DMS the order is as follows:

D. Left are Paras, Gopalji, Nestle, and combinations of more than two brands. In this category

the order of variants selling is as follows:

3. From the survey it can be concluded that in polypacks the Pack Size normally purchased is

ONE LITRE. Only 19.96% customers prefer 1/2 LITRE pack size. For carrying less number of

polypacks they purchase 1 litre pack size. The households, which have 2 or less than two family

members, purchase only 500 ml milk. So they usually prefer purchasing 1/2 litre pack size.

4. Very few people said yes for the purchasing of 200 ml pack size (12.81 %). The consumer

prefers 200 ml pack size only in the following cases.

A. For the tea / coffee of sudden guests (in case milk is not available at home).

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 B. For a very little daily consumption of milk (in case of single person).

5. The Daily consumption of milk is maximum between 2 to 4 liters (52.2%). This is because most

families in the given survey areas are having 2 to 4 family members. At the second position there

is less than 2 litres category (38.18%). The households which have 2 or less than 2 family members

come in this category. The minimum number of users is in more than 4 litres category (8.81%).

This is because the number of joint families is very few in the given areas. This shows that the

daily consumption of milk is totally dependent on the number of family members in a home.

6 (a) The milk is usually used by the house holds in drinking as milk or shakes 50.74%.

(b) For the purpose of tea & coffee milk is used by 39.43% consumer.

(c ) For the use of milk as curd % customers is 9.8.

7. Maximum number of consumer are using the current brand because of its quality55.32%

(b) After the quality the second reason for choosing the brand is its easy availability 17.38% in

fact the brand image has the similar % of 16.80

(c) 9.8% consumer are using the brand because of their long association with the that brand

(d) very few people are associated with the rapport or terms with selling agent categories

8. from

the survey it can be concluded that the maximum number of consumers are unsatisfied because of

the poor quality of the brand in case of MD(PP) has 57 cases in which 45 cases are related with

poor quality of milk consumers are also unsatisfied with the poor availability of the milk brand

image & rapport are also the reason for un satisfaction in some cases.

9. (a )in the cases of brand sifting most consumer have changed their brand because of the poor

quality of their previous milk brand 83.63%.

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 (b) some consumer are also consider brand image & easy availability of the milk brand for sifting

12.72%

(c) Very few consumers changed their previous brand because of rapport or terms with the selling

agent.

10. (a) In cases of Mother Dairy (pp) a large number of consumers Purchased from booths

74.22%. The second source is home delivery 13.88%. The lefts are purchased from the kirana

stores or grocery stores.

(b) There is a grate percentage of home delivery in the cases of amul 40.54% of consumers the

second place of purchasing milk is booths 32.42% and others purchased from the kirana and

grocery stores 27.02%

(c) Out of 107 cases of DMS 98 cases are purchased from boots this shows a great percentage.

Only 2 cases belongs to kirana &grocery stores and 7 cases belong to home Delivery.

(D) Local loose milk is almost delivered at home by local dairy owners.

11. 1. (a) In the survey it concluded that (the payment terms of agents in home delivery) most

consumers are interested in post payment &after that consumers like to daily payment. Their least

% belief in advance payment.

2. Milk is delivers to consumers with service charges in only 29% cases others are delivered free

of charge.

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SUGGESTION

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 SUGGESTION

 Mother dairy should maintain the quality of milk and try to improve it according to the

consumer demand.

 Rates should be maintained at a particular level. And they should be in round figures for

avoiding the problem of changes.

 There should be a better availability of milk at booths as well as in case of home delivery.

Like in case of skimmed milk there always exists a shortage of polypacks.

 Working hours of the booths should be increased according to the convenience of the

costumers.

 There should be a provision of free home delivery for the senior citizens.

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BIBLIOGRAPHY

80
 BIBILIOGRAPHY

Kotler, Philip – “Marketing Management”

Economic Times – “Brand Equity”

Internet Sources: -

 www.mother-dairy.com

 www.economictimes.com

 www.hinduonline.com

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QUESTIONNAIRE

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 QUESTIONNAIRE

Q.1 WHAT TYPE OF MILK USED IN SOUTH DELHI HOUSEHOLDS?

A) MOTHER DAIRY

B) AMUL

C) PARAS

D) GOPAL JI

Q.2 WHAT TYPE OF VARIANTS USED BY HOUSEHOLDS?

A) FULL CREAM

B) TONNED

C) DOUBLE TONNED

D) SKIMMED

Q.3 WHAT TYPE OF PACKED SIZE USED BY THE CONSUMERS?

A) ONE LITER

B) HALF LITER

Q.4 PREFERENCE OF 200ML MILK PACK SIZ

A) YES

B) NO

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Q.5 DAILY CONSUMPTION OF MILK PER HOUSEHOLD ( IN LITRES )

A) LESS THAN 2 LITRES

B) BETWEEN 2-4 LITRES

C) MORE THAN 4 LITRES

Q.6. THE MILK IS USUALLY USED BY HOUSEHOLDS.

A) DRINKING

B) TEA/COFFEE

C) OTHER

Q.7 REASONS FOR USAGE OF CURRENT BRAND.

A)QUALITY

B)BRAND IMAGE

C)EASY AVAILABILITY

D)LONG ASSOCIATION

Q.8. SATISFIED OR UNSATISFIED WITH THE CURRENT BRAND.

A) YES

B) NO

Q.9. SHIFT IN BRAND DURING THE LAST SIX MONTHS

A) YES

B) NO

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Q.10. SOURCE FOR PURCHASE OF MILK.

A) SOURCE
B) BUY FROM NEARBY KIRANA/GROCERY/RETAIL STORES
C) HOME DELIVERY
D) SERVICE RATE

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