Mother Dairy

BACKGROUND OF THE STUDY

DEFINITION:

"Marketing as a process by which individuals and groups obtain what they need and
want by creating or exchanging products and value with others". In fact marketing
originated when the exchange began in its crude form of barter system. Even now the
ultimate result of marketing is the transfer of goods and services for a price. It is
essentially concerned with creation exchange, distribution and transfer of goods from
producer to consumers.

"Marketing as the process of discovering and translating- consumer needs and wants into
product and service specifications creating demand for these products and then in turn
expanding this demand".

Thus "Marketing involves identifying, creating, maintaining and stimulating demand for
a product/service. It designs and creates goods or services required by the society".

Marketing attempts to recognize the need and develops products for meeting the needs
and wants of customers. The consumer satisfaction is -the goal of every marketing
activity.

Marketing refers to all the activities directed to create form time, place and possession
utilities.

Form Utility: Marketing determines what consumer exactly need and consumers exactly
need and specifies product design Merchandising or product planning is an important

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function of Marketing which influences what product mix the firm offers to its
customers.

Time Utility: Ware housing and storage's help to preserve the products from the time
they are produced till they are consumed and create time utility of the product.

Place Utility: The place utility is provided to the product by means of transportation.

Possession Utility: The process of buying and selling of products creates Possession
utility.

Marketing is the total system in interacting business activities, designed to plan, price,
promote, products and services to present and potential customer.

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DIFFERENCE BETWEEN MARKETING AND SELLING:

The Selling Concept

Starting point Focus Means Ends

Factory Existing products Selling promoting Sales Profit

through

The Marketing Concept

Starting point Focus Means Ends

Market Customer needs Integrated Profit through

Marketing Consumer satisfaction

Table 1.1

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Marketing Concept
Marketing concept is centered to
needs of the buyer.
Starts from Market considerations
Emphasis on "Customer Needs"
Depends on and Co-ordinates
marketing.
Aims to make profit through
Customer Satisfaction
Customers decides what to produce.
Relies on Consumer satisfaction.
Consumer determines price.
Dynamic enough to explore a wide
range of market opportunity.
Main tool is market research.
Marketing creates form, place, time
and possession utilities.
Marketing concept integrates all the
functions into a unified system
geared the, secure consumer
orientation.
These functions, are viewed as vital
services for providing satisfactions to
the customers.
Marketing concept takes a broad
comprehensive and holistic view of
the integrated perspective of the
business.
This concept facilities diversification
and innovation is business
operations.
Table 1.2
Selling Concept
The selling concept is centered to
needs of the seller.
Starts from production function as it
Intends "Selling Off' goods produced.
Focus is on Customers Needs
Resorts to aggressive selling and
promotional techniques
Aims at maximum profit through
increased sales.
Selling decides what to produce
Relies on "Exchange" aspect.
Cost determines price.
Restricts definition of purpose or
mission of business.
Main Tools are hiring, training and
motivation sales force.
Selling creates possession utility.
Selling concept considers production,
selling purchase, finance, personnel
Functions and separate areas.
It looks upon transport, storage and
other facilities activities as auxiliary
function to production.
It takes a myopic (short sighted) view
of the business. It is a narrow
outlook. business. It adopts a
foresighted and
This views is not conductive to
growth or expansion of business
activities.
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MINERAL WATER INDUSTRY IN INDIA

The 300 crore bottled water industry is in the grip of dichotomy. On one hand, growth
has been meteoric over the past two years. Sales have shot up from 6 Million cases in
1999 to a phenomenal I I Million by now and on the other, after Parle, Agro's
successfully challenge to Bisleri's monopoly with Bailley in 1993, New National Level
entrants have been few. Cadbury Schweppes with its schewppes Non-carbonated Water
NDDB (National Dairy Development Board) With Jal Dhara and NEPC Agro Foods
with Trupthi.

Still, all is far from smooth sailing in this industry. Despite a 70% per annum 2rowth this
sector still eludes heavyweights such as Pepsi, Coca-Cola, Nestle and Britannia, which
have popular Mineral Water Brands world wide.

It seems as if mineral water will not be a key business area for any big player at present
National players already in the market are there because existing business support the
launch of mineral water either in the form of existing bottling plants or an established
distribution chain.

Low entry barriers, accompanying problems are in no way minuscule in this category,
probably why MNC's don't find. the prospect enticing enough. A myrid factors are
eroding manufacturers profits consider high transport cost, weak legislation, long
gestation periods, mega investments in multi locational units if the foray is not a logical
extention, high excise vates, In addition, price undercuts from regional/local/players.
The samsika retail Barometer estimate there are 17 regional, so local and only two
national brands with any depth of market penetration - Besleri and Bailley.

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Again established names like Godrej foods and SM foods have faced rough weather
snarled by prohibitive distribution cost. Godrej withdraw its "Golden Valley" Brand in
1995 within a year of launch and Peppy minerelly from the SM Dychem stable, snak a
year ago due to low profit margins. Even a wide distribution used do sent necessarily
ensure success. Consider SM foods debacle even though it plonked down an investment
of Rs. 2.5 crore and tapped Peppy snack foods distribution chain, it only managed a 10
percent share as for cry from its 15 percent projections.

Transport cost has also stopped many national aspirants 'in their tracks. While the actual
product cost is negligible, packaging, transport make up 40 to 50 percent of total cost.
Regional players cash in on this in the area they sell.

With no specific quality norms set by the government, standards become tough
competitive thorn. The ISI standards are only for drinking water and their range is large,
which can be maneuvered easily. Hence the regional / local players make full use of it. It
is also not mandatory to mention the date of manufacturing and water composite on the
bottles.
technology which most of the big players adopt, can cost the manufacturer up to Rs I per
bottle

Another problem is that of duplication refilling of empty bottles or getting the caps or a
bottle manufactured by small timers is a very simple process. Many processors are ready
to undertake such jobs and it is almost impossible to stop the inflow of spurious water in
the market. Nearly 90 percent of the bottled water is unsafe for drinking.

Wanted to make another go Godrej Foods has made a bold comeback with Godrej Pure
Aqua launched lost year in Mumbai Tamilnadu, Andhra Pradesh and Karnataka. This
time round five multi locational manufacturing facilities has been started one each at

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Hyderabad, Goa, Chennai and two at Mumbai, each at a cost of Rs. 40 to 50 lakhs. In its
first year of operations, the brand had generated three percent market share. Godrej
foods plans to go national and set up 10 more manufacturing units in the next one and a
half years countrywide.

On the other hand NEPC Agro Food claims Trupthi has already managed a 20 to 25
percent market share. Industry Pooh-poohs this claim, however. The company has about
I I manufacturing units countrywide each with a capacity of Two Lakhs bottles per day.
To minimize transport cost, NEPC Service's areas which are in the radius of '300 Kin
from each unit.

NDDB, which launched Jal Dhara in July this year has so far covered Delhi, Uttar
Pradesh and Harayana. The brand is Piggy backing its distribution on the Gujarat
Cooperative Milk Marketing Federations Channels setup for its Milk product.

For a longer shelf life, however quality is a prerequisite. Packaging which accounts for
40 percent of the cost in very important here. Mineral Water filled in pet bottles, has a
shelf life of two years as against six month in PVC bottles. Pet In the segment there are
also some liquor manufacturers who have extended the names of their brands to mineral
water. So you have alpine from the western group, Penguin from SKN Breweries,,
Officers Choice from Shaw Wallace stable and Mohan Meakins Golden Eagle. Most of
these companies operate through the franchising route.

Cadbury Schweppers sticking so far so a margin of just Rs. 3, is hoping to make up with
pushing volume. Godrej Foods, on its part, offers retailers a bottle free for every carton
of 12 in Maharashtra.

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Though the going is not easy the promise lies *in changing consumption habits. Even
three years ago, it was foreign tourists, besides institutions, that were really worth
targeting. But now, domestic traveler consumption has increased. and nearly 76 percent
of the mineral water consumers are out-of-home, or travelling.

For the time being, survival parameters still need tacklig for the few biggies it is not yet
a race to the top; more a race to breaking even after an accepted gestation period of
around three to four years. The current expectation that this industry will touch Rs.
1,500 crore by the turn of next year

MARKET:
Market consists of all potential customer sharing all need and want who might be willing
and able to engage in exchange to satisfy that need and want

Different types of Market:

Market ca n be classified into many types.

Commodity Market: This market deals with a particular commodity or manufactured

product. Example: cotton market, fruit market

Capital Market: A Capital Market deals in low term securities of companies

Service Market: This market deals in rendering special services like banking, insurance,
transport, wave housing, hospital etc.,

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Wholesale Market: This wholesale are merchant middlemen who carry large stock to
limited items of merchandise and sell them to retailers.

CONSUMER BEHAVIOR:

Refers to the behaviour that consumer displays in searching for purchasing, using
evaluating and disposing of product and services that they expect will satisfy their needs.
A consumer market can be defined as all the individuals and households who buy goods
and services for personal consumption.

Consumer behaviour can be defined as "All psychological social and physical behaviour
of all potential consumers as they become aware evaluate, purchase, consume and tell
others about products & services".
Consumer behaviour is the pattern of response of buyers to marketing offer of any firm.
It refers to how they consumer behaves in selecting and purchasing of a particular
product.

DETERMINANTS OF CONSUMER BEHAVIOUR:

Several factors & forces influence the Buyer Behaviour.

a. Psychological Factors:
Human behaviour is the outcome of his/her mental process and is goal oriented. The
working of mind can be explained in terms of

• Motivation

• Perception

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• Learning

• Beliefs and Attitudes

• Personality & Self concept

b. Social factors:
Human being is social animal and his perceptions, behaviour and attitudes are greatly
influenced by social factors.

• Family

• Reference Groups

• Social Class

• Occupation

• Culture

• Lifestyle

c. Economic Factors:

The purpose of demand creation activities regains not only intensifying the desire of a
person go for a brand but also to give him buying power which translates desire into
actual purchase. The buying power depends on economic factors such as.

• Personal "income

• Family income

• Expected income

• Savings

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• Consumers liquidity position

• Consumer credit

• Level of standard living

d. Environmental Determinants:

Consumer behaviour is influenced by external environmental forces such as

• Political

• Legal

• Technological

• Ethical

• Life Cycle

DISTRIBUTION:

Distribution is concerned with institutions, system processes and forces which cause
transfer of products and services from the manufacturers to their consumers.

Distribution channel consists of intermediaries operating in movement of goods from

primary producers to the ultimate consumers. These intermediaries are merchant

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middleman such as wholesellers, retailers, sole selling agents, mercantile agents who are
specialized in one or more marketing functions.

TYPES OF DISTRIBUTION CHANNELS:

a. Conventional Channels:

The conventional or non-integrated channel consists of intermediaries who loosely link

the manufacturers and consumers.

There are various models of conventional channels.

1) Direct Channel : This is a channel without any middlemen. The manufacturers

sell directly to consumers. They resort to sellig methods like home selling, mail order
supply, company's own showroom etc.

2) Indirect Channel : It is a distribution network consisting of wholesalers, retailers,

agents or any one or two of these in between the producer and consumer.

b. Integrated Channels:

Integrated Channels is a network of intermediaries who work in a coordinated

plan. It is professionally managed on the basis of centrally programmed network.

Integrated channels may be i) Vertical ii) Horizontal iii) Multi channel system.

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i) Vertical Distribution Channel: This Channel consist of producers wholesaler and

retailers acting as a united system.

ii) Horizontal Distribution System: In Horizontal Distribution system one or more

companies dealing 'in same products join together I-For. pursuing marketing
opportunities. It is also called as symbolic marketing.
In an ever-widening market, particularly in consumer goods market, distribution
channels have a distinctive role in the successful implementation of marketing plans and
strategies. These channels have a distinctive role in the successfully implementation of
marketing plans and strategies. These channels perform the following marketing
function in the machinery of distribution.

a) Persuading and influencing the prospective buyers to favour a certain product and
its maker.

b) Implementing pricing strategies in a manner that would be acceptable to the

buyers and ensure effective distribution.

c) Providing feedback information, market intelligence and sales forecasting services

for their region to their suppliers.

d) Offering credit to retailers and consumers. e) Risk bearing with reference to stock
holding/transport.

The most common routes used for bringing the products in the market from products in
the market from producer to consumer are as follows. a) Manufacturer - Flow of goods -
Consumer b) Manufacturer - Retailer - Ultimate Consumer c) Manufacturer - Wholesaler

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- Retailer - Consumer d) Manufacturer - Agent - Wholesaler - Retailer - Consumer e)

Manufacturer - Wholesaler - Consumer

RESEARCH DESIGN

Marketing Research is the systematic design, collection, analysis and reporting of data
and findings relevant to a specific marketing situation facing the company.
According to R.D. Crisp market Research is defined as "The Systematic objective and
exhaustive search for and study of the facts relevant to any problem in the field of
marketing"

"The Function that links the consumer, customer and public to the marketing through
information opportunities and problems; to generate refine and evaluate marketing
actions to monitor marketing performance and to improve understanding of the
marketing process" - American Marketing Association
The Marketing Research process:

Defining the problem

Develop the research plan

Collect the information

Analyze the Information

Present the findings

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Types of Marketing Research:

i) Market Research: It is an investigation to find size and nature of market it

attempts to study market trends market share and market potential.

ii) Product Research : It finds out strengths and shortcoming of a product in

comparison with competing brands and is concerned with new product development,
product testing, diversification possibilities, packaging etc.,

iii) Sales Research: It deals with variation in sales, study of effectiveness of a

salesman, testing sales campaign.

iv) Advertising Research: It is conducted to test advertising copy, effectiveness of

advertisement campaign or selection of advertising media.

v) Motivation Research : It is a search into behaviour of customers to find their

attitudes of customers and preferences. It uses psychological tests in its study.

vi) Business Economics Research : It is concerned with economic problems of a

firm such as profitability analysis, break even analysis, demand forecasting, input output
analysis etc.,

PRODUCT LIFE CYCLE:

It is to say that a product has a lifecycle is to assert four things.

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i) Products have a limited life.

ii) Product sales pass through distinct stages each poses different challenges
opportunities and problems to the

111) Profits rise & fall at different stages.

iv) Products regime different marketing financial, manufacturing, purchasing

strategies in stages.

Graph no 1.1

Introduction: A period of slow sales growth as the product is introduced 'in the market.
Profits are non existent in this stage because of the heavy expenses incurred with product
introduction.

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Growth: A period of rapid market acceptance and substantial profit improvement.

Maturity: A period of a slowdown in sales growth because the potential product has
achieved acceptance by most potential buyers. Profits stability or decline because of
increased competition.

Decline: The period when sales slow a downward trend and profits drifts down..

Marketing strategies in Introduction stage:

It takes time to roll out a new product and fill dealer pipeline. Sales growth tends to be
slow at this stage.

The reasons are.

• Delays in the expansion of production capacity.

• Technical problems.

• Delays in obtaining adequate distribution through retail outlets.

• Customers reluctance to change established behaviour

WATER:

Any normal water contains chemicals like Calcium, magnesium Sodium Carbonates,
bicarbonates, Nitrates, Sulphates, Chlorides, Silica etc. In India, most of the normal
water available for drinking also contains very high amount of dissolved solids. World

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Health Organisation has set up the standards for drinking water. These limits are
exceeded by water available for drinking in many States in India.

Apart from Dissolved solids as impurities the water also contains suspended solids,
turbidity, bacteria and such other impurities, which are harmful to human bodies. Most
of the diseases are caused by water borne bacteria and viruses. The quality of water
depends on source of raw water and also on seasons.

Natural Mineral Water:

Water clearly distinguishable from Ordinary drinking water because:

a) it is obtained directly from natural or drilled sources from underground water

bearing strata for which aU possible precautions should be taken wi the protected
perimeters to avoid any pollution of or external influence on the chemical and physical
qualities.

b) it is characterized by its content of certain mineral salts and their relative

proportions and the presence of trace elements or of other constituents;

c) of the constancy of its composition an the stability of its discharge and its
temperature, due account being taken of the cycles of minor natural fluctuations;

d) it is collected under conditions which guarantee the original microbiological

purity and chemical composition of essential components;

e) it is packaged close to the point of emergence of the source with particular

hygienic precaution; and

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f) it is not subjected to any treatment other than those permitted by this standard.

Hygienic Conditions:

Natural mineral water shall be collected, processed handled, packaged and marketed in
accordance with the hygienic practices.

Packaging:

Natural mineral water shall be packed in clean, colourless, transparent and tamperproof
bottles/containers, made of polyethylene. Sterile glass bottles suitable for preventing
possible adulteration or contamination of the water.

Labeling:

The following particulars shall be marked legibly and indelibly on the label of the
bottle/container:

a) Name of the product (that is natural mineral water),

b) Supplementary designations, if any;

c) Name and address of the processor;

d) Brand name, if any;

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e) Batch or code number;

f) Date of processing/packaging;

g) Treatment of disinfection, if any;

h) Best for consumption up to... (Date/month in capital letters);

i) Best for consumption within days or months from the date of

processing/packaging;

j) Net Volume;

k) Location and name of the source of natural mineral water;

m) Direction of storage; and

n) Any other markings required under the Standards of Weights and Measures
(Packaged Commodities) Rules, 1977, and the Prevention of Food Adulteration Act,
1954 and Rules framed there under.

Field of Application:

The hygienic practices cover appropriate general techniques for collecting natural
mineral water, its treatment bottling, packaging, storage, transport, distribution and sale
for direct consumption, so as to guarantee a safe, healthy and wholesome product.

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Hygienic Facilities:

Water Supply: Ample supply of potable water under adequate pressure and of suitable
temperature should be available with adequate facilities for its storage, where necessary,
and distribution with adequate protection against contamination. The portable water
should be conform to the standard of drinking water.

Natural mineral water, portable water, non portable water for steam production or for
refrigeration or any other use should be carried in separate lines with no cross connection
between them and without any chance of back siphonage. It would be desirable that
these Iines by different colours. Steam used in direct contact with natural mineral water
and also natural mineral water contact surfaces should contain no substances which may
be hazardous to health or may cause contamination.

The foreign tourists, when they/leave their own countries for visit or tour to India are
informed that water available in India is normally -not potable and hence they must
always drink mineral water.

WHAT IS MINERAL WATER:

Mineral Water is a pure drinking water containing low mineral and is free from turbidity,
suspended impurities and harmful bacteria. It has low salt content, which recommended
for diet and kidney patients.

Application:

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Apart from main drinking application, mineral water can be used for dilution of
alcoholic drinks and also for car radiator makeup water requirements. Mineral water can
be used for preparing the milk from powder for infants and making juice. Kidney
patients are advised to drink mineral water since the sodium content is very low.

Users:

Foreign tourists, infants, kidney patients, all normal people, picnic goers, trekking
teams, sportsmen and tourists are the main users of the mineral water. The fashion of
mixing the whisky with water is also picking up with alcohol consumers. There is a
tremendous demand for mineral water on ships, airlines, clubs, star hotels, cargo, flight
kitchen and hospitals. All the medical stores are also stocking Mineral water.

The customers of mineral water brands are:

• Hotels
• Educational Institutions
• Hospitals
• Railways
• Defense Organization
• Stationery shops
• Grocery shops
• Supermarkets
• Organizations
• Clubs
• Airlines
• Bakeries

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• Medical shops
• Restaurants

MARKET POTENTIAL:

As mentioned above there is a tremendous market potential for Mineral water. It is

expected that by year 2001, 40 million tourists from foreign countries will visit India.
Assuming the average stay of 15 days per person in India, the sale of Mineral water will
cross 90 crore bottles which at an average rate of Rs 10/- per bottle will amount the
business of Rs. 1000-1200 crores per annum. During international tourists year, this
demand may further go up. Compared to the consumption and requirements there are not
many well known manufacturers in this field. Hence competition is restricted, and hence
there exists a tremendous market potential for this product.

As such, since requirement is large, the competition threat does not exists as on today.
Even the tapping of new market, new application and export to places like Bangladesh,
Sri Lanka, Male, Mauritius and other underdeveloped countries is possible.

LIST OF PLANT & MACHINERY:

a) Water Softener,

b) Raw Water Pump with motor.

c) Activated Carbon Filter.

d) Ultra-Violet Sterilizer.

e) Stainless Steel Tank- Treated Water Booster Pump

g) Micron Filter (2 micron)

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h) Micron Filter (0.2 micron)

i) Bottle Washing Machine

J) Bottle Filling Machine, Vacuum Operated

k) Cap Sealing Machine

1) Table for Packing - S S Top

m) Stainless Steel Piping

n) Testing Kit

The main motto for doing the market survey on retailers is to increase the sales of newly
launched Mother Dairy, Mineral Water and Compare it to other brands and to now the
present market share.

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OBJECTIVE & METHODOLOGY

Statement of the problem

The market share of Mother dairy mineral water in the competitive
environment.

OBJECTIVES

To understand and analyze retailers brand preference of the Mineral Water.

To analyze the retailers stocking behavior of the mineral water

To understand and analyze the prevailing market price of the different brands of Mineral
Water

• To get clear information about the market share of Mother Dairy, Calcutta,
Mineral Water

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• To recommend the appropriate measures to improve the standard of Mother Dairy

mm*eral watey.

To from the operational efficiency Mineral Water of Mother Dairy Calcutta goods and
services of their retailers.

To create awareness of Mother Dairy Mineral Water and monitoring the new outlets.

SCOPE OF THE STUDY

The present study is aimed to the retailer’s aspects of impression about the Mother
Diary, Mineral Water. To evaluate the reasons wider lying for the non-interest of
keeping Mother Diary, Mineral Water. Information given by Sales Representative,
handling of complaints, supply of materials accommodation of urgent orders, effective
feedback of retailers and customers suggestions.

Limitations of the Study

i) Some of the outlets were closed at the time of visit.

ii) Some of the retailers ware reluctant to provide the -required information.

iii) The study is based on the information given by the respondents information
supplied might be biased.

iv) Time allotted for study is less so it is the major constraint in the study.

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v) Some respondents were unable to respond in their busy schedule.

vi) As the product was new to the market the retailers were trying to escape from
buying the product.

vii) The sub-dealers who were accompanying the researcher sometime they
cannot give proper information about the product as well as about the company.

viii) If was very difficult to go from one market to another due to non availability of
proper transportation.

ix) The research was conducted in the rainy season so the retailers were not
agreeing to stock the product.

x) It was very difficult to collect proper information because most of the retailers
were asking more about Mother Dairy Milk rather than Mineral Water.

METHODOLOGY OF THE STUDY

The market research may adopt any of the following types of research methods
benefiting objective of the research.

a) Observation Method: It involves gathering information by observing people and

situations either manually or with mechanical devices by concealed camera or scanners.

b) Survey Method: It involves obtain answers from the people directly through
personal interview or sending questionnaire.

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c) Experimental Methods: It involves selecting matched groups of customers

giving them different treatments an finding differences in their responses.

An extensive marketing research was undertaken to collect and analyse the necessary
information from the operations *in the District of Howrah & Hoogly in West Bengal
within the Calcutta Metropolitan City limits
The Chart shown below are the steps followed at each stage of the project.

Formulation of Research objectives

Developing Research plan

Mode of Data collection

Sampling plan

Field surve

Data Compilation

RESEARCH INSTRUMENTS:

There are two main research instruments used for collecting Primary Data.

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1) Questionnaire 2) Mechanical Instruments

1) Questionnaire

The questionnaire is the common *instrument in collecting primary data. A

questionnaire consists of a set of questions presented to respondents for their answers.

In questionnaire the researcher has used both closed and open-ended questions.

Closed-end questions: Pre-specify all the possible answers and respondents make a
choice among them.

In closed- end questionnaire, researcher has used two types of questions i.e.,
Dichotomous and multiple choice. A sample questionnaire has been attached the end of
the report (Annexure - l)

Open-end questions : Answers are not pre-specified and any answer can be a source of
information.

2) Mechanical Instruments:

Mechanical devices are occasionally used in marketing research. Galvanometers

measure the interest or emotions aroused by exposure to a specific ad or picture. The
tachistoscope flashes an ad to a subject with an exposure interval that may range from
less than one hundredth of a second to several second. After each exposure, the
-respondent describes everything he or she recalls.

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FORMULATION OF RESEARCH OBJECTIVES:

The topic of the project was defined as "MARKET RESEARCH ON NEWLY

LAUNCHED MINERAL WATER". It was designed keeping in mind the major
objectives of the project.

The topic gave the project a well defined mission and a broad singular objective. The
Objective of the project was descriptive in nature as it requires in-depth information
from the retailers.

Unit of Analysis : Individual Retailer

Duration: The research was conducted from 0 1-06-2005

to 26-07-2005
Space Boundary : The research was conducted in the districts of
Howrah & Hoogly within the Calcutta
Metropolitan city limits.

STATISTICAL DATA COLLECTION METHODS:

a) Simple random method : It means selecting respondents indiscriminately so that

everyone of the population has a chance of being chosen.

b) Stratified Random Sampling : Under this method the population is divided in

several class on the basis of income, age, social, status, location etc.

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c) Cluster Sample : Under this method the whole population is divided into
sampling units and these units are sub divided into units.

d) Convenient Sampling : The information is obtained from persons who are

easily available.

e) Judgement Sampling : The interior selects respondents whom be things as

proper persons to answer the guest.
RESEARCH PROJECT:

A marketing research project may be of three types based on their objectives.

a. Exploratory:

Its objective is to gather preliminary information that will help define the problem

and suggest hypotheses

b. Descriptive:

involved talking to the dealers *in the outlets to get the information after gaining

their co-operations.

c. Causal:

The objective is to test hypotheses about cause and effective relationship. The prcJect
under study is descriptive in nature. It alms to find out the marketing of mineral water

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and other product of Mother Dairy Calcutta as well aims ascertain the retailers Opinion
regarding the product. It objective is to describe things like market potential for a
product or consumer attitude etc.

RESEARCH PLAN:

The Research Plan outlines sources of existing data and specific research approaches,
contact methods, sampling plans and instruments that are used to gather new data.

Research Plan for study:

Research Project Descriptive

Data Source Secondary data, Primary Data

Research approach Survey method

Research Instrument Questionnaire.

Sampling Plan Sampling Unit: Retailers

Sampling size : 111
Sampling procedure: Non robability
Convenience Sampling

Contact method: Personal interviewing

Table 2.1
DATA COLLECTION METHOD:

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The data collected for the study was both from Primary and Secondary Sources

Primary Data:

"Primary Data consists of original information gathered for specific purpose at hand"
These data are data gathered for a specific purpose or for a specific research project.

Primary Data can be collected in four broadways

 Observation.
 Focus group.
 Survey and
 Experiments.

The primary data has been collected from the retailers through both structured and
unstructured survey methods employing personal interviewing technique.

Secondary Data:

"Secondary data consists of information that already exist somewhere having been
collected for another purpose.

Secondary data used in the study was collected from Internal Sources like company
invoices and prior research report and from external sources like periodicals and books
"Beverages World".

Source of Secondary Data

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 Internal Source.
 Government Publication.
 Periodicals and books.
 Commercial Books.
 Newspapers

RESEARCH APPROACH:

Research approaches can be used of four types. Observational Research, Survey

Research, Focus group research and Experimental research. The approach adopted in the
project under study was survey research.

Survey Research:

This approach is situated to gather descriptive information about people's knowledge,

attitudes, preference or buying behavior by asking them relevant questions. in this study,
the survey was carried out by asking each respondent (retailers) a set of specified
question. The survey research had a more direct approach as direct questions were asked
about the buying behavior of the respondents.

CONTACT METHOD:

information may be collected by mail, telephone or personal interview.

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Mother Dairy

The personal interviewing method was adopted in this research work, which

The next step is to determine how to contact respondents and to get the answers.

i) Mail Contact Method: Printed Questionere and sent by post to the respondents
and answers are obtained

ii) Personal Interview : The investigation obtains answers to his quires in person
with respondents. The Individuals may be contacted at homes, offices, shops or a public
places. The investigation is in a position to direct and regulate the interview session and
get maximum information. In this report more imphasis is given to personal interview.

iii) Telephone Interview: In this method the respondent are contacted on phone and
answers are obtained.

iv) Online Interview: A company can include a questionnaire at its Web page and
offer an incentive to answer the questionnaire. Or it can place a banner on some
frequently visited site inviting people to answer some questions and possibly win a prize.

SAMPLING PLAN:

The design of sampling plan involves the taking of the following three decisions:

Sampling Unit: This answer who should be surveyed? Sampling Unit: Retailers

Sample Size: This answer how many people should be surveyed? Sample size: I 11.

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Mother Dairy

Sampling procedure: This answer how should be Respondents to be chosen? It

contains:

a) Probability sample

 Simple random sample.

 Stratified random sample.

 Cluster (area) Sample.

b) Non-probability sample

 Convenience Sample.

 Judgement Sample.

 Quota Sample.

The researcher has used non-probability - convenience sampling, Procedure to collect

information from the retailers.

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Mother Dairy

NATURE OF STATISTICAL ANALYSIS:

"The Refinement and manipulation of data that prepares them for the application of
logical inference". - Luck & Rubin. Statistical analystical methods may be used in valid
ways or in specious ways. This depends both on the honesty of the researcher in
selecting the appropriate formulas and data inputs and on his or her understanding of
formulas and their outputs.

Steps in Statistical Analysis

Assemble the Data

Bringing the data into order

Summarize the data

Select appropriate analytical methods

Analysis Analysis Analysis

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Mother Dairy

NATURE, OF INTERPRETATION:

Interpretation, in our usage of this word, means to bring out the meaning of data or one
might say, to convert mere data into information. The climax of the research process is
approached as one prepares to draw conclusions from the data analysed. The whole
investigation culminates and reaches fruition in drawing inferences that lead to
conclusions as to the course of action or problem solution. This phase calls for a high
degree of interpretive skill, both quantitative and logical.
There are two phases of logical thought used 'in drawing inferences from data, which we
all practice, whether or not consciously; induction and deduction.

ORGANISATIONAL PROFILE

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Mother Dairy

ESTABLISHMENT:

Mother Dairy, Calcutta is a part of' operation Flood" program. It was established in 7th
Dec 1978 and the factory is in Village Kushigachi, P.O. Dankuni Coal Complex Hoogly
on NH-2. Now Mother Dairy, Calcutta is the largest manufacturer and supply of milk
and milk related product in and outskirts of Calcutta within the Calcutta metropolitan
area. This is a professionally managed Company having most modem production
Technology. It is well equipped with most modem machines and equipments together
with the testing facilities to control the quality of its products. It has been the company
philosophy to grow through hard work.

GROWTH:
The story of Mother Dairy, Calcutta began an 7th Dec. of 1978, Mother Dairy Calcutta
was started as a supplier of double toned Milk and Cow milk for the Calcutta city in
pouches.

That time Mother Dairy, Calcutta was under the National Dairy Development Board. At
that time the milk. market was fiercely competitive with very little capital and no access
to ready made Technology the situation for most Companies may have served
impossible. But not to Mother Dairy Calcutta.

First, Mother Dairy, Calcutta introduced plastic pouches thus allowing householders to
buy just as much milk as they needed.
That time the consumer used buy cow & buffalo milk from local cowsheds. Soon the
general consumer started buying Mother Dairy Milk and it became the largest, selling
milk in Calcutta metropolitan Area. By. Going beyond selling milk to listening and
responding to consumers Mother Dairy Carved out an immense market and carved the
enduring trust and affection of Consumers across the length and breath of Calcutta

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Mother Dairy

metropolitan Area. They introduced Automatic vending machines for the first time in
Calcutta. They introduced Doi (Curd), flavored yogurt And Mishti Doi Sweetened
Curd) success was followed by success.

It expanded its market moved into rural areas build a strong technical base and increased
its product range in 1999 they collaborated with W.B.C.LL (West Bengal Chemical
Industries Limited) for the marketing of Mineral Water. While it was formally known as
the "Life Care" Mineral Water. They changed the Brand name and started selling as
Mother dairy Mineral Water. They launched their mineral water on The Bengali New
Year. The new Mineral Water under the Mother Dairy Brand name is appreciated and
welcomed by thousand of Mineral Water users.

There was a continued thrust in terms of expanding geographical markets & product
range. Innovations, inspiration and determination helped keeping the pave of access
information system wave built for decision-making planning & Control.

Given the current resources and capabilities, Mother Dairy, Calcutta is continuously
striving to increase the pace of growth both in milk and also in mineral water lines so as
to achieve quantum jumps in growth.

QUALITY POLICY OF MOTHER DAIRY, CALCUTTA:

 We shall satisfy our customers with quality Product & Services

 We shall achieve and Sustain growth & Excellence
 We shall have a happy work place

MISSION OF MOTHER DAIRY, CALCUTTA:

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Mother Dairy

 We shall provide remunerative price to rural farmers for their milk as well to
supply good quality of milk on Footsteps of Consumer at remunerative price.

 To shall provide regular and timely supply at continued points under clean and
hygienic condition with milk and milk products for different income segments.

 We shall provide remunerative returns to Milk producers and associates.

RESEARCH AND DEVELOPMENTS:

The Company research and development center is one of the largest of its kind in
Calcutta employing a large number of trained Scientists and Technologists. The
Company research and Development activities are located at its Central Laboratory at
which is fully equipped with technical equipments for water processing, testing and
applications.

Product Range of Mother Dairy, Calcutta:

Mineral Water Mother Diary Mineral Water

Milk Double toned Milk Cow Milk

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Mother Dairy

Curd Doi (Curd) Mishti Doi (Sweetened Curd)

Yogurt Flavored Yogurt (Chocolate Mango, strawberry)

Butter Mother Dairy Butter

Ghee Sudha Bhagirathi

Table

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Mother Dairy

Distribution System For Mother Dairy Calcutta

Chart no 3.1 FACTOR

Y

Marketing
departmen
Loose Milk, Curd, t Mineral
Yogurt, Ghee, water
Butter, Panner
Packed milk in
pouches
Main Distributor
Main Distributor

Local Distributor
Sub Distributor Sub Distributor Sub- Distributor Sub- Distributor
Market Vendor
Only Mother Only Mother
Dairy outlets Dairy outlets Retailer Retailer Retailer Retailer

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Mother Dairy

ORGANISATIONAL HIERARCHY:

Mother Dairy, Calcutta is a Govt. of West Bengal Project managed by

West Bengal Co-operative Milk Producers Ltd. through a management,
which is controlling the company. Where the General Manager is a
member. Mother Dairy Calcutta doesn't have a formal Organizational
Structure But they are having the following departments

i) Production Department

ii) Marketing Department

iii) Personnel Department

iv) Administration Department

v)MIS(Management Information System) Department

vi) Quality Control Department

vii) Accounts Department

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 Mother Dairy

General
manager
Chart no 3.2

Accounts Production Marketing Personnel & MIS Quality

Department Department Department Administration Department control
Department Department

Production Marketing Personnel Manager Manager

Manager Manageme manager MIS quality
“Accounts manager
nt control

Auditor Production Supt. Personnel Senior Senior officer

in-charge Product officer officer inspection
marketing

Supervisor Supt. stores Computer Clerk Senior

Senior operator chemist
Accountant In-charge

Operators Workers Junior

Junior Typist chemist
Accountant

Sample
Clerk Workers Drivers collector

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Mother Dairy

Employee Welfare in Mother Dairy, Calcutta:

There are at present 730 employees are working in Mother Dairy, Calcutta..
Out of these 85% are permanent and the rest 15% are temporary.

Working Hours:

General shift = 9.00 am to 5.00 pm

1st Shift = 6. 00 am to 2. 00 pin

2nd Shift = 2.00 pm to 10.00 pm

3rd Shift = 10.00 pin to 6.00 am

HOLIDAYS OFFERED:

Casual Leave = 7 days Sick Leave = 15 days

'National Leave 11 days General Leave = 2 days

Privilege Leave 18 days

They are provided with incentive plans like Provident Fund, Pensions, Bonus, ESI
etc., plus all the services provided to the public sector employees. In addition to
this they get three sets of uniforns, two pairs of shoes and canteen facilities.

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Mother Dairy

Training and Recruitment:

The recruitment is done from the eligible applicants from the state employment
exchanges. First the test is conducted after that a group of professional particulars
department will take panel interview and few applicants are chosen from the
group. The recruits are given in-plant apprenticeship training for a prohibitory
period of I year than if required they are permanently recruited.

There is a union in the organization named "Mother Dairy Employees Union"

which is recognized by CITU - (Center of Indian Trade Union). But fill now no
problem with the Management is found in the organization.

SWOT ANALYSIS OF MOTHER DAIRY MINERAL WATER:

Strengths:

i) It is popular through out Calcutta metropolitan Area.

ii) Stringent quality control measures are adopted at every stage of

manufacturing.

iii) It is equipped with modem technology.

iv) It offers reasonable market retail price to its customers

Weakness:

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Mother Dairy

i) It has a low market share in mineral water market ii) Compared to other
mineral waters it is new iii) Advertising is poor compared to other Mineral water
Manufactures. iv) Dealers are not happy with profit Margin.

Opportunities:

i) It could increase its sales by giving advertisement in the print as well as

electronic media.

It could provide move margin to the dealers or a beneficial to them to increase its
market share.

Threats:

i) If market could close down due to entry of other brands in the market.
Mother Dairy, Calcutta should always keep good eye on competitors Policies &
Strategies.

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Mother Dairy

COMPETITORS OF MOTHER DAIRY MINERAL WATER:

Bisleri Aquafina. Win

IILAM Pearl Ganga Kalyan

Trupthi Amust Aqua Care

Bailley Kingfisher Dew Drops

Aqua Diamond Purette Rose Valley

Titas Sagar Pioneer

Godrej Pure Aqua Alps Prime

Induction chart no 3.1

From particular instances to general principles, from facts to theory

Deduction
From the general to the particular, applying a theory to a particular case.

The researcher had used induction process for Interpreting the data.

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Mother Dairy

GRAPHICAL PRESENTATION:

The statistical information generated can be communicated visually by graphic

representations. Such graphic summarization are especially useful for
communicating -quantitative information to individuals who may not have an
understanding of mathematical forms. Graphical methods are also used in many
marketing research applications, instead of statistical descriptions, to emphasize
and dramatize various features of quantitative information. Most individuals can
more readily understand the differences between frequencies of classes when they
are displayed graphically than when they are presented in a numerical table.

The researcher had used Bar Diagrain and Pie Chart for presenting the findings in
the project.
Hooghly District

1. Chandanagore (Small Town & Station)

2. Rishra (Small Town & Station)

3. Bandel (Small Town & Station)

4. Sreerampore (Small Town & Station)

5. Konnagar (Small Town & Station)

6. Chinsurah (Small Town & Station)

7. Tnibeni (Small Town & Station)

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Mother Dairy

DATA ANALYSIS

Exhibit 1

Types of Retailers Visited

Retailers No of respondents

Pan and cold Drinks Shops 9

STC/ISD Booths 4

Cakes & Cold Drinks Shops 17

Stationery Stores 19

Restaurants 14

Sweet Stall 23

Medicine Shop 25
Total 111

Analysis :

Out of 111 Respondent visited 9 are pan and cold drinks shops, 17 are cakes and
cold drink shops, 4 of them are ISD & STC booths, 19 are stationery stores, 14
are restaurants, 23 are sweet stall, and the rest 25 is medicine shops.

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Mother Dairy

Types of retailers visited

25

20

15

10

0
Pan an STC
d /ISD C a kes Statio
& ne
R es
ry tau ran
Swts
e et Stall
Me dicin e
cold D rin Boo
ks thCsold D rin Sto
ks res Sho p
Sho ps Sho ps

Graph no 4.1

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Mother Dairy

Exhibit 2

Reasons for not keeping mother diary mineral water

Reasons No. of respondents

Loyalty for other brands 10

Pricing 16

Stock 17

Lack of advertisement 5

Not attractive packaging 8

Total 56

Analysis :

Our of 111 respondents, more than 50% of respondents not keeping mother dairy
mineral water because loyalty for other brands, increase in price of mother dairy
mineral water and excessive stock of other brands and lack of advertisement and
packaging problems.

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Mother Dairy

Reasons for not keeping mother dairy

N o t a ttr a c ti v e
8
p a c ka g in g

La ck of
5

a d v e r ti se m e n t

S to c k
17

P ric in g
16

L o y a l ty fo r o th e r
10

b ra n d s

0 5 10 15 20

Graph no 4.2

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Mother Dairy

Exhibit 3

Retailer response about modification in mother dairy mineral water

Response No. of respondent Percentage

Pricing 23 21%

Packaging 18 16%
Advertising 37 33%
Retail margin 14 13%
Sealed (Water 19 17%
tight)
Total 111 100%

Analysis :

Out of 111 respondent, more than 33% of respondents required modification in

advertisement and 21% of respondents required modification in pricing and
remaining 17%, 16% and 13% of respondents needs modification in sealed (water
tight), good packaging and required good sales margin.

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Mother Dairy

Retailer response about modification in mother dairy mineral water

Se a le d (W a te r
tight) Pricing
17% 21%

Re ta il m a rgin
13% Pa cka ging
16%

Adve rtising
33%

Graph no 4.3

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Mother Dairy

Exhibit 4

Proportion of retailers awareness

Brands No. of respondents Percentage

Bisleri 33 30%

Bailey 20 18%

IIlam pearl 14 13%

Mother diary 11 10%

Others 16 14%

None 17 15%

Total 111 100%

Analysis :

This will gives the market share of different brands of mineral water. Bisleri ranks
as Ist because of 30% of market share followed by bailey, IIlam pearl, mother
dairy etc., of 18% 13% and 10% of the total market share. 14% of the market
share is occupied by local brands and the rest 15% are the retailers who never
stocked mineral water before the promotion.

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Mother Dairy

Proportion of retailer’s awareness

None
B i sl e r i
O th e r s

M o th e r d i a r y
B a ile y
IIla m p e a rl

Graph no 4.4

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Mother Dairy

Exhibit 5

Reasons for demands of brands

Reasons No. of respondents

Brand image 27

Price 24

Fashions 20

Availability 23

Not applicable 17

Total 111

Analysis :

Out of 111 respondents, 27 states that brand image is the main reason for demands
of particular brands of mineral water, 24 says because of price variation & 20 will
say because of fashions & 23 will say the demand is because of easy availability
of different brands of mineral water. 17 are new to the market that’s why they are
not responding.

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Mother Dairy

Reasons for demands of brands

Graph no 4.5

Exhibit 6

Mode of payment preferred by the retailers

Mode of paymentNo. of respondents

Percentage
Cash
55
50%
Credit3632%Both cash & credit2018%Total111100%

Analysis:

More than 50% of the 111 respondents preferred business on cash basis transaction and
remaining 32% and 18% preferred credit and both cash and credit basis.

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Mother Dairy

Mode of payment preferred by the retailers

Graph no 4.6

Exhibit 7

The present MRP of mineral water according to retailers

M.R.PNo. of respondentsHigh23Low21Justified67Total111

Analysis :

Response of the retailer about MRP is that 67 retailers are satisfied and remaining 23 and 21
retailers will be arguing about high and low fixing of the price.

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Mother Dairy

The present MRP of mineral water according to retailers

Graph no 4.7

Exhibit 8

Which season mineral water sell most

SeasonsNo. of respondentsSummer41Rainy10Winter2Round the year31Not

applicable17Total111

Analysis :

Out of 111 respondents 41 retailers sale most in the summer season and 31 saying it is round the
year. 10 respondents say sales will be most in rainy season because of waterborne disease will
be more. So consumer prefer mineral water.

Which season mineral water sell most

Graph no 4.8

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Mother Dairy

Exhibit 9

Role of Advertisement

RoleNo. of
respondentsPercentageImmense4641%Partial1413%Negligible5146%Total111100%

Analysis :

Advertisement plays an important role to stimulate the retailers and customers. In this survey 41
are impressed upon advertisement and remaining 13 are excepting as partial influence and other
46 are not considering the advertising effectiveness.

Role of Advertisement

Graph no 4.9

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Mother Dairy

Exhibit 10

Does the retailers influence customer

ResponseNo. of respondents
Percentage
Yes6962%No2523%Not applicable1715%Total111100%

Analysis :

Out of 111 respondents 62% answered that they influence the consumer for purchasing a
particular brand of retailers choice. 23% of the respondents told that they only sell goods on
customer choice and they don’t influence them. Rest 15% respondents are recently launching
the products in their outlets.

Does the retailers influence customer

Graph no 4.10

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Mother Dairy

Exhibit 11

Frequency of sales representatives visit

Frequency of visitNo. of respondentsOnce in a week42Once in a fortnight20Once in three

weeks25Once in a month7Not applicable17Total111

Analysis :

Out of 111 respondents, 42 will be saying that the sales representative visit the concerned
retailer once in a week, 20 will be responding once in a fortnight, 25 respondents interprets that
says representatives will be meeting once in three weeks, 7 will be saying that sales
representative will visit once in a month, other 17 are not responding.

Frequency of sales representatives visit

Graph no 4.11

Exhibit 12

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Mother Dairy

After sales service

ResponseNo. of respondentsEffective34Normal32Poor28Not applicable17Total111

Analysis :

Out of 111 respondents, according to 34 the after sales service is effective. And according to 32
retailers the after sales service is normal. The rest 28 respondents complained of poor after sales
service. 17 retailers are not dealing with mineral water previously.

After sales service

Graph no 4.12

SUMMARY Of FIENDINGS

CONCLUSION:

The retailers brought to light the importance of the retailer's network and their effective role in
the marketing of a product. Hence it is a pre-requisite for the company to maintain as efficient
retailers network periodically reviews. It as a whole and take up steps for the removal of
weaknesses if any, in the network. The retailers Network should be strived to be made adequate,
size, wise should be properly spread out it should also properly spread out and it should also
ensure that interior markets are covered properly.

1. The researcher visited the outlets like Pan & Cold Drinks shops, STD & ISD Booths,
Cake & Cold Drink Shops, Stationery stores, Restaurant, Sweet stalls, Medicine shops etc. Out
of these retailers medicine shops plays the important role in marketing of mineral water.

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Mother Dairy

2. The retailers responded for not keeping Mother Dairy Mineral Water because loyalty for
other brands, price fluctuation, over stock of other brands of mineral water, lack of awareness,
lack in effective advertisement and unattractive packaging.

3. More retailers asking modification in pricing, packaging, impressive advertisement,

more profit margin and demanding good sealed Mineral Water bottles.

4. Usually retailers have more brand awareness about Bisleri, Bailley, IILam Pearl,
Mother Dairy Mineral Water etc.

5. Retailers have more demands for particular brand of Mineral Water because of Brand
image, price, fashion, availability etc.

6. After this market survey more than 50% retailers willing to have transaction on Cash
basis and remaining will be on credit basis and other for both.

7. Season-wise Mineral Water demanded more in Summer than in other season.

8. In this survey more than 50% of the retailers stimulate the customers to buy a particular
brand of Mineral Water of retailers choice.

9. More retailers prefers the sales representative should visit outlets once in a week.

10. Only 34 out of I I I respondent saying that after sales service is effective and others says it is
normal & poor.

11. According to retailers the present MRP of Mineral water more will says justified and other
responded High and Low.

12. To boost up the sales the advertisement plays an important role but here only 41% of the
respondents are immense about advertisement and other 46% are responded no need of
advertisement.

Maintaining effective retailers network is a continuous job and the efforts cannot Be slackened
at any point of time. New retailers will have to be added to the system constantly and the
inactive ones either activated or weeded out. The new liberalized Economy of India full of
marketing challenges. There is hectic activity all round retailers thus to realize that it major job
is marketing and its major concern should be in creating *retailers and development market. The
only way to complete with mineral water giants is to innovate and add value final new niches
and fill them up with new product and Mother Dairy, Calcutta has been moving in the right
directions with possible innovations and effective quality control.

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Mother Dairy

RECOMMENDATION

1. In order to expand the business the company should have outlets outside the Calcutta
Metropolitan city Iimits.

2. The Dealers & Retailers should provide a feasible profit margin in order to increase the
sales.

3. The company should appoint a dynamic sales force to promote and get feedback from
the dealers & retailers.

4. The company should give importance to advertisement to stimulate the customer about
the product and it should use POP (Point-Of-Purchase) advertisement by displaying some
posters and dangler in front of the outlets to attract the customers.

5. Implementation of effective scheme by the company to the retailers. Which will lead to
attract the Company's product.

6. Credit facilities will be given to the dealers/subdealers to strengthen the relation and to
improve the business.

7. The company should concentrate on consumer survey to know the consumer

preferences.

8. The company should adopt different capacity of mineral water say 2 liters, 5liters, 20
liters, etc., 'Which will be beneficial to the company as well as to the consumer.

9. The company should explore all the opportunity like Cargo service, Defense
organization, flight catering, super markets, Railways etc.,

10. They should have seminars get-together meeting with dealers, retailers and sub-dealers to
have more awareness, about new modifications of the products.

11. Mother Dairy is a state government undertaking, So, that it can make of use of to supply to
government orgamisation and state government offices to expand the business.

12. The company should use Sales promotion to promote the products in the market.

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Mother Dairy

APPENDICES AND ANNEEXAREX

Mother Dairy, Calcutta

Sales Promotion Cum Market Research for Natural Mineral Water

Questionaire for Retailers

Date: ................

Shop Name ...........................................................................

Location ...........................................................................

Selling ...........................................................................

Time Visited ...........................................................................

1. Mother Dairy has started selling Mineral Water do you like to merchandise the product?

If Yes Quantity taken…………..@Rs …………….

If No a) Pricing b) Packaging c) Advertising

d) Stock e) Loyalty for other Brands.

2. What modification in Mineral Water of Mother Dairy will help you? a) Pricing b) Packaging
c) Advertising d) Profit Margin e) Cap seal

3. Off take at a time of any brand in details

a)………………... @Rs……………….

b)…………………@Rs ………………

c)…………………@Rs ……………...

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Mother Dairy

4. Preferred Terms of Payment?

a) Cash b) Credit c) Both

5. Which brand sell more?

a) ..........................................
b) ..........................................
C) .........................................

6. In your opinion why this brand is in demand?

a) Brand Image b) Price c) fashions d) Availability e) Not applicable

7. In which season does mineral water sell most?

a) Winter b) Summer c) Rainy d) Round the year e) Not applicable

8. Do you think present MRP of Mineral Water is

a) High b) Justified e) Low

9. Is there any scope /practise to undercut any brand which are those and at what rate

a)……………….. @Rs…………………..

b)……………….. @Rs…………………..

c)……………….. @Rs…………………..

10. Do customers insist on certification of quality standard/brand?

………………………………

11. Are the customers influenced by advertisement?

a) Negligible b) Partial c) Immense

12. Do you influence your customer'?

a) Yes b) No c) Not applicable

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Mother Dairy

13.Do danglers and posters help in increasing sale?

..........................................

14. Does company sales representative visits offen?

a) Once in a week b) Once in a fortnight

c) Once in three weeks d) Once in a month

15. Say something about after sales service?

a) Effective b) Normal c) Poor d) Not applicable

16. Are you planning to keep Mineral Water in future?

..........................................

17. Any other comments?

.................... ……………....

Visited by: ..............................................

LIST OF RETAILERS VISITED:

List of Respondents:

No.Name of RetailerLocation1.Janata MedicalAboni Dutta Road, Howrah2.Asraf Medical

StoresPilkhana, Howrah3.Kwality GharPilkhana, Howrah4.Ice parlourG.T. Road,
Howrah5.Laxmi StoresG.T. Road, Howrah6.TitasG.T. Road, Howrah7.Baidyanath
MedicineG.T. Road, Howrah8.Pooja StoresG.T. Road, Howrah9.R.K. GroshG.T. Road,
Howrah10.Domjur JalajogDornjur, Howrah11.Seth BrothersDornjur, Howrah12.PritarnDornjur,
Howrah13.Kartik ChowdhuryDornjur, Howrah14.Rajlaxmi SweetsDornjur,
Howrah15.Satyanarayan BhandarDornjur, Howrah16.Radharani SweetsN.H. -6
Howrah17.MalanchaN.H. -6 Howrah18.Ganguli enterpriseN.H. -6 Howrah19.Shere - Bihar -
Hindu HotelN.H. -6 Howrah20.Hotel MansaN.H. -6 Howrah21.Hotel ManamaN.H. -6
Howrah22.Hotel SangamN.H. -6 Howrah23.Maa Kali SectsN.H. -6 Howrah24.Sreedurga

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Mother Dairy

SweetsN.H. -6 Howrah25.New Bombay HotelN.H. -6 Howrah26.New Apsara Hotel &

RestaurantN.H. -6 Howrah27.Adhir storesN.H. -6 Howrah28.Maa Bhadrakali StoresN.H. -6
Howrah29.New Mahaprabhu SweetsN.H. -6 Howrah30.Nilima SweetsN.H. -6
Howrah31.Bhandari StoresN.H. -6 Howrah32.Hotel BroadwayN.H. -6 Howrah33.Motel
MidwayN.H. -6 Howrah34.Hare Krishna Mistanna BhandarN.H. -6 Howrah35.Hotel
HindustanN.H. -6 Howrah36.Mayer AshirbadN.H. -6 Howrah37.TaranaN.H. -6
Howrah38.Mahesh Chandra DuttaSreerampore, Hooghly39.Sree Durga StoresSreerampore,
Hooghly40.Mahash StoresSreerampore, Hooghly41.Jai Gopal StoresSreerampore,
Hooghly42.Srimani storesSreerampore, Hooghly43.NEEDSreerampore, Hooghly44.Swapan
ConfectioneriesSreerampore, Hooghly45.Popja communicationRishra, Hooghly46.Sreema
XeroxRishra, Hooghly47.Felu ModakRishra, Hooghly48.Puja StoresRishra,
Hooghly49.Maha Kali StoresKonnagar, Hooghly50.Mahaprabhu SweetsKonnagar,
Hooghly51.TanushreeKonnagar, Hooghly52.PrayojanaiKonnagar, Hooghly53.Soddin
StoresAndul Road, Howrah54.Mondal MedicoAndul Road, Howrah55.Punjabi DhabaAndul
Road, Howrah56.Subhas RakshitAndul Road, Howrah57.Gunjan Variety StoresAndul Road,
Howrah58.Jai Chandi StoresAndul Road, Howrah59.Janata StoresAndul Road,
Howrah60.Sandhya LibraryAndul Road, Howrah61.Ambay S.T.D.Andul Road, Howrah62.2 in
OneAndul Road, Howrah63.Haldiram BhujiawalaAndul Road, Howrah64.Sefali
MedicalBandel, Hooghly65.Ghosh SweetsBandel, Hooghly66.Naba BharatiBandel,
Hooghly67.Maa b PharmacyBandel, Hooghly68.Yadav StoresBandel, Hooghly69.UMA
PharmacyBandel, Hooghly70.Lokenath storesChinsurah, Hooghly71.Chinsurah Drug
HouseChinsurah, Hooghly72.Sarada MedicalChinsurah, Hooghly73.Mira MedicalChinsurah,
Hooghly74.Bose Pan StallChinsurah, Hooghly75.Nobel Asian PharmacyChinsurah,
Hooghly76.The Medical StoresChinsurah, Hooghly77.S. Neogi & Co.Chinsurah,
Hooghly78.Sree Krishna PharmacyChinsurah, Hooghly79.Ayurvedic Bhander,Magra,
Hooghly80.Popular PharmacyMagra, Hooghly81.Bimala storesMagra, Hooghly82.Taraknath
Medical HallMagra, Hooghly83.Sree DurgaMagra, Hooghly84.Saha Pan StallChandanagar,
Hooghly85.PansevaChandanagar, Hooghly86.Mahamaya StoresChandanagar, Hooghly87.Gita
S.T.D.Chandanagar, Hooghly88.Kanjilal Pan StallChandanagar, Hooghly89.Rani
StoresChandanagar, Hooghly90.MallarChandanagar, Hooghly91.K.L. Dutta &
SonsChandanagar, Hooghly92.Nandi SweetsChandanagar, Hooghly93.Adi Modak
SweetsChandanagar, Hooghly94.Life & CareChandanagar, Hooghly95.The Medicine
CentreChandanagar, Hooghly96.Sarat Chandra Ghosh GrandsonChandanagar,
Hooghly97.Amiya PharmacyChandanagar, Hooghly98.Getwell MedicoHowrah Maidan,
Howrah99.Ranu Lagan RoyHowrah Maidan, Howrah100.RanjuHowrah Maidan,
Howrah101.P.B. EnterpriseHowrah Maidan, Howrah102.B.N. Sarbat HouseHowrah Maidan,
Howrah103.AtithiHowrah Maidan, Howrah104.ParasuramHowrah Maidan,
Howrah105.RamlalHowrah Maidan, Howrah106.Chocolate HutHowrah Maidan,
Howrah107.Baidyanath Ayurvedic BhandarHowrah Maidan, Howrah108.Roy
MedicalPanchanantala road,Howrah109.Kar MedicalPanchanantala
road,Howrah110.Kalimpong ConfectionersPanchanantala road,Howrah
Chart no 7.1

BIBLIOGRAPHY

72 -
Mother Dairy

1) Marketing Management - Millenium Edition

- Philip Kotler

2) Fundamental of Marketing (Tenth Edition)

- William J. Stanton

- Micheal J. Etjel

- Bruce J. Walker

3) Marketing Research

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4) Packaged Natural Mineral Water Specification (First Revision 1998)

- Bureau of Indian Standards

5) Brand Equity

- The Economic Times

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