Patna Dairy Project

A brief study of 4 P's in market with special reference to sudha milk and milk products.

1. TRAINING PROJECT VIVA ON TITLE A BRIEF STUDY OF 4 P’s IN MARKET WITH SPECIAL REFERENCE TO SUDHA MILK AND MILK PRODUCTS PRESENTED BY NERMIN KHAN COURSE : BBA (VI) ROLL NO: 12365 SESSION : 2012-2015 LALIT NARAYAN MISHRA INSTITUTE OF ECONOMIC DEVELOPMENT AND SOCIAL CHANGE

2. ORGANISATION INTRODUCTION ORGANISATION: PATNA DAIRY PROJECT Type : Coorperative Industry : Dairy Slogan : The Pride of Bihar Year of establishment : 1983 Headquarter : Bihar, Patna Business Type : Exporter, Manufacturer, Supplier. Production Type : Automatic Website : www.sudha.ac.in

3. OBJECTIVE OF THE STUDY To gain firsthand experience from industry. To understand the work culture. To know the customer opinion about the product. This project also help me to know the complete distribution channel. To know the area in which SUDHA has to improve their service. To analyses the popularity and awareness level amongst the customers and retailers.

4. INTRODUCTION OF 4’Ps Marketing-mix is aggregate of policies formulated to complete successfully different marketing activities. Marketing Mix Product Products are the goods and the services that organization provides for sale to their target market. Price Price concerns the amount of money that customers must pay in order to purchase product. Place Place is in regards to distribution, location and methods of getting the product to the customer. Promotion Promotion refers to the act of communication the benefits and value of product to customers.

5. PRODUCT The main product of sudha is pasteurize milk. Sudha milk Sudha dahi (plain & misti Sudha lassi Sudha peda Sudha kalakand Sudha rasogulla Sudha gulabjamun Sudha khoa Sudha paneer Sudha ghee Sudha rabri Sudha ice-cream

6. PRICE Price is the money that customers must pay for a product or services. In other word, price is an offer to sell for a certain amount of currency. Price of sudha’s different product is varies depend upon type of product. Important factor that help in set the price of product are as follows: Product characteristics. Production cost. Competitive situation. Demand for the product. Customer’s behavior.

7. PLACE There are six district level Milk Producers’ Coorperative Unions affiliated to the Federation. These milk unions are covering twenty-six district and in addition five districts are being covering by federation. Different milk unions, which are organizing the DCS network in these districts are as follows: Vaishal Patliputra Milk Union, Patna covering Patna, Vaishali , Nalanda , Saran and Sheikhpura districts. Barouni Milk Union, Barouni covering Begusarai , Khagaria , Lakhisarai and part of Patna Districts. Tirhut Milk Union, Muzaffarpur covering Muzaffarpur , Sitamarhi , Sheohar , East Champaran , West Champran , Siwan and Gopalganj . Mithila Milk Union, Samastipur covering Samastipur , Darbhanga & Madhubani,Basopatti districts . Shahabad Milk Union, Ara covering Bhojpur , Buxar , Kaimur & Rohtas districts. Vikramshila Milk Union, Bhagulpur : Covering Bhagulpur , munger , Banka and Jamui Districts.

8. PROMOTION SUDHA’s Promotion strategy is to solidify the brand’s status as a global icon, requiring the creation of focused and culturally-relevant message to its consumers. In order to boost the sale of sudha’s product, the dairies adopted the following strategy. Continual improvement in quality of product. It was achieved as a result of taking up dairy plant management and quality assurance program by all the dairies with technical and financial assistance. Reaching close to customer by expanding retailer network and established new whole day milk booths. Strengthening the door to door delivery system. Creating consumer awareness and education. Strethning the marketing terms by inducting professionals and better supervision.

9. RESEARCH METHODOLOGY Personal interview by questionnaire technique: In this method I direct interaction with customer and retailer and I could collect the reliable information from them it has also cost disadvantage that’s why some were difficult to covered. METHOD OF ANALYSIS In order to analysis the data obtained from questionnaire various statistical tools I used like the percentage, pie charts were used.

10. SAMPLING TECHNIQUE Sampling unit : sampling unit consist of consumers, it mainly comprises of consumers in Patna. Sampling method : convenience sampling method. Convenience sampling is a type of non-probability sampling in which people are sampled simply because they are convenience sources of data for researcher. Sample size : It consist of 100 customers.

11. ANALYSIS Brand of milk use by customer Brand Respondent Percentage Sudha 77 77 Amul 3 3 Raj 11 11 Others 9 9 Total 100 100 Often purchase of Sudha Dairy product Frequency of purchase Respondent Percentage Daily 74 74 Weekly 22 22 Once a month 4 4 Don’t use 2 2 Total 100 100

12. Pricing of sudha product Sources of purchasing sudha product by customer price Respondent Percentage Fair Price 80 80 Over price 20 20 Total 100 100 Sources Respondent Percentage Parlor 56 56 Retailer 30 30 Vender 14 14 Total 100 100

13. Supply of sudha product during festival season Sudha has recently launch sudha honey. Is customer know about this. Supply Respondent Percentage Sufficient 3 3 Insufficient 97 97 Total 100 100 Response Respondent Percentage Yes 30 30 No 70 70 Total 100 100

14. CONCLUSION Among competitor the sale of sudha’s is very high and most of the customer prefers sudha’s product than other. Customers feel good on the price offered by the organisation . During my survey, I found that the distribution channel of sudha is not very good in small street of patna and supply of sudha product is insufficient during festival season. Patna dairy should advertise about the product to make them aware to the customer.

15. SUGGESTION Patna dairy should improve the quality of the sudha milk and milk product. Patna dairy should increase the margin on the sudha milk to at least Rs 1 ,which will increase the motivation level of retailer. Improve the supply of sudha product during festival season. Patna dairy should advertise about the product to make them aware to the customer by providing display board, banner to their outlets and using other means of advertising.

16. THANK YOU