MARKET ANALYSIS OF EXISTING AND POTENTIAL MARKET OF SARAS FLAVOURED MILK

Presented By: Amit kumar singhal(1834) Aviral kaushik ()

ACKNOWLEDGEMENT
We wish to express our gratitude to Saras dairy, Jaipur for giving us an opportunity to be a part of it and enhance our knowledge by granting permission to do our summer project. We are grateful to our Corporate Guide Mr. Atul shukla (Manager, Marketing ) for his invaluable guidance and cooperation during the course of project. We Extend our heartiest thanks to Prof. RC Mathur and Prof. Asha sharma (Project Guide, FMS-IRM) for the direction they gave to this project through his valuable insights, which constantly inspired us to think beyond the obvious.

Presentation Flow
Objective of the Study

Company Profile, Research Methodology

Data Analysis and Interpretation

Key Findings, Suggestions, SWOT Analysis

Objectives
To find out the current market share of flavoured milk of saras. Comparative analysis of market share of flavoured milk.

To find out the potential market of flavoured milk of saras.

To make consumer aware for flavoured milk of saras.

Organization profile
Organization Chairman Managing Director Product/Service
Milk, various fresh milk products in Saras brand like Chhach, Lassi, Shrikhand, Flavoured Milk, Paneer and Dahi. Products with long storable tenure such as Cow ghee, Ghee, Table Butter, Skim Milk Powder and Tetra Pack Milk.

Saras dairy, Jaipur. Mr. Om Prakash Punia Mr. Jeevan Prabhakar

Address:
Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd. Near Gandhi Nagar Railway Station, Jaipur PABX No. : 91-141-5108363( 5 Lines), 2710052 Sales :91-141-5108368 Fax No. : MD:91-141-2711075, MANAGER (PLANT):91-141-5105116 E-Mail : jaipurdairy@jaipurdairy.com Website : http://www.jaipurdairy.com

Research Methodology
Population = Retailers, Customers

Primary Data:
Face to Face interviews Observation.

Research Type: Descriptive Research Sampling Technique: Convenient Sampling

Market Survey

Secondary Data:
Internet. Company Documents.
Sampling Units Retailers Customers Sample Size 40 145 185

Statistical Tool: Pie chart

Total

Analysis in consumer reference

Brand preference by consumer

 Flavour preference by consumer

 Perception about various aspect

 Frequency of consuming flavoured milk

 Places preference for buying flavoured milk

 Advertisement of Saras flavoured milk

 Consumer feedback about improvement in Saras flavoured milk

Analysis in retailer reference

SWOT ANALYSIS
STRENGTH A batter brand image associated with Saras flavourerd milk. WEAKNESS Taste is not good as Amul kool flavoured milk.

Lower price in the market with respect to other brands flavoured milk.

Advertising is not good as Amul kool flavoured milk.

Availability is good of Saras flavoured milk.

Packaging is not attractive as Amul kool flavoured milk.

OPPORTUNITIES Untapped market like supermarket, institution and other places like bakery.

Distribution channel of Saras flavoured milk. THREATS Entry of new brand of flavoured milk like Britannia .

Introducing new flavour like banana for attraction of consumer.

Attractiveness of consumer towards other brand due to taste and packaging.

CONSUMER FINDINGS
1. Market of Saras flavoured milk is good than other brand, its major competitor is Amul Kool flavoured milk. 2. Chocolate flavour is most demanded by consumer followed by Elaichi, Strawberry, Rose, Coffee and Mango. 3. When consumer buy flavoured milk they see Quality of flavour milk at first followed by Taste, Flavour, Price and Quantity. 4. Flavoured milk is not consumed frequently; its consumption is less than other soft drink. 5. Institution and supermarket and other places like bakery are potential market for Saras flavoured milk. 6. Advertising is not good of Saras flavoured milk as compared to Amul Kool flavoured milk. 7. New flavour of Saras flavoured milk is demanded in market. 8. Consumer demanded for changing Bottle Packaging to tetra pack packaging for their convenience. 9. There is a major demand of flavoured milk at office and college area.

RETAILERS FINDINGS
1. According to the dealers the demand of the Elaichi flavour is most from the consumers. 2. The sales of the Saras flavoured milk are satisfactory. 3. The sale of Saras flavoured milk is high in months of April to June. 4. Majority of the distributers are not satisfied with the existing distribution channel of the Saras. 5. Majority of the Dealers are not satisfied with the margin available with the Saras flavoured milk. 6. The packaging of the Saras flavoured milk is good.

7. A few dealers support the promotional schemes but most of the dealers are not interested in such kind of activities.

Recommendation in reference to consumer

Saras should focus on taste of flavoured milk.it should focus on enrichment of taste of flavoured milk. Saras should introduce its flavoured milk in college canteen, supermarket and other places like bakery. Saras should focus on advertising of its flavoured milk for making awareness among consumer like Hoardings, Newspaper etc. Chocolate and Elachi flavor should be proper available in the market. Demand of these flavours are more in market. Saras should introduce new flavour in the market like banana flavour. Saras should focus on changing packaging. like bottle packaging to tetra pack packaging, which is convenience to consumer. To penetrate the potential market company should have to open more booths or parlors in college area like Sitapura institutional area Jaipur and office area.

Recommendation in reference to retailers

According to the consumer demand of the chocolate flavour is most but as per dealers response shows us that the demand of elaichi flavour is most. That certainly shows that the company is not able to fulfill the demand of chocolate flavour because of that the consumers are bound to purchase the elaichi flavour. We recommend the organization to increase the supply of the chocolate flavoured milk more. To increase the sales of the flavoured milk company should advertise more in paper and electronic media. The company should improve the distribution channel so as to fulfil the orders placed by the dealers timely and correctly. For doing so company should appoint some personnel who go regularly in the market and check the supply at retailors done by the dealers so as to control irregularities. Although the packaging of the flavoured milk is satisfactory from most of the dealers but some of them recommended tetra pack instead of the glass bottle. The company should provide some kind of scheme to the dealers such as free straw, increase in margin etc. so that the dealers would take more interest in selling of the flavoured milk.

Conclusions
Flavoured milk market is not as big as other soft drinks. Consumers prefer other soft drink than flavoured milk because of taste of flavoured milk. Saras is not adopting proper strategy for advertising and promotion for Saras flavoured milk like Amul kool flavoured milk. Consumers are more sensitive towards packaging, quality and price of flavoured milk. People look for the brand name and quality when selecting a particular brand of flavoured milk. Distribution channel of Saras flavoured milk is not good. Availability is not proper of Saras flavoured milk.