PROFILE OF THE COMPANY

1. The Pondicherry Co-operative Milk Producers’ Union is

operating in the Pondicherry market, selling three different varieties of
milk catering to the different segments of the market, under its brand
name “Ponlait”.

22. Ponlait is the number one milk brand in the Pondicherry town.
Though there are many private players in the market, Ponlait is the
major market shareholder. A market survey finding indicates that the
present market share of Ponlait is around 52%.
3. The present average market throughput is 62,000 ltrs per day
and the sales is in the uptrend. It is anticipated that the sales curve may
touch its peak (60,100 ltrs monthly average) during January 2006.
4. To cater the urban population, 180 retail outlets are
operated by retail sales agents. The retail outlets are
supplied with milk through a network 10 milk
distribution routes daily in the morning and the evening.

5. Besides, the Union is also running 9 milk parlours to

sell milk and ilk products. Milk is made available to the
urban consumers. 24 hours a day through 5 such parlours.
MEANING OF SCM

Supply Chain Management is the process of planning,

implementing and controlling the operations of supply chain as
efficiently as possible.

Supply chain management spans all movements and

storage of raw materials, work-in-progress, inventory and finished
goods from point-of-origin to point-of-consumption.
 OBJECTIVES OF THE STUDY

1. To identify the communication needs of supply chain.

2. To increase supplier performance
3. To improve and gain better control of supply chain.
4. To increase the role of technology in supply chain
5. To evaluate the performance of supplier
6. To analyze the various parameters that determines the choice of
Consumer in ponlait.
 RESEARCH METHODOLOGY
Research is a process in which the researcher wish to find out
the end result for a given problem and thus the solution helps in future
course of action.
Defining the Population
The Population or Universe can be Finite or infinite. The
population is said to be finite if it consist of a fixed number of elements
so that it is possible to enumerate it in its totality. So In this projects
consist of finite population
Sample Size
About 50 sample are taken in PONLAIT

Tools Used in the Analysis

1. Percentage method
2. Chi-square test
3. Weighted average
 FINDINGS OF THE STUDY

 70% belongs to male, 30 %belongs to female.

 44% of the respondent occupations are students 42% of the respondents

occupations are Employee.

 80% of the respondent’s conume ponlait milk. Remaining 20 % of the peoples

consume other product.

 50% of the respondents consume ponlait milk regularly, 30 % of the

respondents consume ponlait milk weekly once.

 46% of the respondents search for preferred brand regularly, 40 % of the

respondents consume what ever brand in market.

 30% of the respondents purchase milk from grocery shop, 22 % of the respondents
purchase milk from parlour

 88% of the Respondents responds that leading supplier are ponlait milk, 22 % of
the Respondents are other leading supplier
 40% of the respondents price are normal, 30 % of the respondents price are low.

 Other than milk, 36% of the respondents consume Ghee, 28 % of the respondent
consume Khoa.

 48% of the respondents prefer Quality of ponalait, 20 % of the Respondents prefe

Price.

 39% of the respondents respond that ponlait available in market , 11 % respondent

of ponlait not available in market

 38% of the Respondents are satisfied, 30 % Respondents are highly satisfied

 Other than ponlait ,60% of the Respondents prefer Arokiya, 40 % Respondents prefe
Russi

 62% of the Respondents have no defects, 38 % Respondents have defects in ponlait

milk
 SUGGESTIONS & RECOMMENDATIONS

 The suggestions are gathered from public to improve the ponlait

product according to customer focus.

 They can improve their brand image in the presence of customer by

demonstration.

 They have to improve their supply chain process for an effective

utilization of products among customers.

 They have to make awareness about the product amomg people by

advertisements.

 They have to focus not only on milk but also in other products like
Curd, Ghee, and Khoa to improve their market status.
 Customer Focus will help to learn customer buying attitude. In Ponlait not get
much more awareness from public, so kindly to improve the advertisements and other
improvements process such as to introduce new size of packs than the normal size
(i.e., 200ml to 300ml packs) and improve the protein level.

The study has been conducted at PONLAIT. The company has become a
leading in milk products in Puducherry. The researcher has conducted the study for 30
days. A survey was conducted with 50 respondents in the company by using
questionnaire to collect the information’s from the respondents. After gathering the
information’s, the researcher has analysis the data by interpreting the various tools.
Based on the analysis, the researcher has given some suggestions to the management to
develop customer focus.
 LIMITATIONS OF THE STUDY

 Due to lack of time, unable to collect more information from the

Customers.

 Some customers may afraid to give information.

 Illiterate customers are also given information.

 The whole population cannot be studied due to Selection of limited

Samples
 SCOPE FOR FURTHER STUDY

 The project throws on the needs for learning buying behavior for
successful marketing.

 The project was developed based on benefits of sales towards

organization.

 It will be helpful for the management to identify the needs and

benefits of the consumer and to take decision-making to promote
marketing status.

 This project can be base for the students who are doing the project in
the related area and to the organization in viewing the worth of the
consumer and attitude of the buying decision making.