Maahi milk summer intership project
-
Upload
pratik-gadhethariya -
Category
Education
-
view
201 -
download
39
Transcript of Maahi milk summer intership project
Summer internship project
A study on “Retailer Satisfaction survey” Regarding Dairy Products.
Prepared by
Gadhethariya Pratik M.
(Enrollment Number: 157730592015)
MBA Batch - 2015-17
Under the guidance of
Prof. Karan Sagar
Academic Year
2016-17
Submitted To
Sunshine Educational Trust Group of Institutions Faculty of MBA, Rajkot
Affiliated To
Gujarat Technological University, Ahmadabad
II
III
DECLARATION
I, PRATIK M. GADHETHARIYA, hereby declare that the report for “Summer Internship
Project” entitled “A Study on Retailer Satisfaction survey Regarding Dairy Products at
Maahi Milk Producer Company Ltd.” Is a result of my own work and my indebtedness
to other work publications, references, if any, have been duly acknowledged.
Place: Rajkot
Date: / / Pratik Gadhethariya
IV
ACKNOWLEDGEMENT
I would like to thank the management at Maahi Milk Producer Company Ltd. for giving me
the opportunity to do my 45 days Summer Internship Training in their esteemed organization
and also for providing me with valuable advice, data for project and endless supply of new ideas
& support for the Project.
I would like to thank my Industrial Mentor, Mr. Mahesh Joshi (Asst. Manager – Sales) and
All Sr. Executive – Sales for providing practical exposure for project during training and his
valuable guideline during the Training Period.
I offer my sincere gratitude to the Prof. Karan Sagar for providing guidance during the entire
span of my study.
Thanking You:
Gadhethariya Pratik
MBA/157730592015/2015-17
Rajkot.
V
PREFACE
To be successful, organizations must look into the needs and wants of their customers.
In fast moving life and cut-off business competition, it is very difficult to survive
in this market.
In dairy agency business many times company forgot those things which are if retailers
are not satisfied then how we will sell our product in market. So, it must
to take care of retailers.
There are many disputes are between retailer and company. By collecting, found some
basic requirement of retailers which is basic necessity of any retailers.
1) I found some communication gap between company and retailers for that reasons they
can’t understand of each other’s requirement.
2) Some other thing is that some services and facilities are rights of retailers but due to
company channel it is not possible to provide them.
From my research work I gathered some information which is very surprising and
unbelievable.
Basically I asked questions about MMPCL services and facilities..
Let’s see what I got and they replied to me. All the data presented in graphical manner.
VI
TABLE OF CONTENT
Sr. No. Particulars Page No.
DECLARATION
PREFACE
ACKNOWLEDGEMENT
1. EXECUTIVE SUMMARY 1
2. INDUSTRY OVERVIEW 2
3. COMPANY OVERVIEW 4
3.1 Introduction of the company 4
3.2 Mission, Visions, Values 5
3.3 Organizational Structure 6
3.4 Production 7
3.5 Overview of the different departments 8
1. Marketing department 8
2. Production department 21
3. Finance department 23
4. Human resource department 26
3.6 SWOT Analysis 28
4. LITERATURE REVIEW 29
5. INTRODUCTION TO TOPIC 31
6. RESEARCH METHODOLOGY 32
6.1 Introduction 32
6.2 Research objectives 32
6.3 Scope of the study 32
6.4 Research design 33
6.5 Data Collection source 33
6.6 Sampling Design 34
6.7 limitations of the project 34
7. DATA ANALYSIS AND INTERPRETATION 35
8. FINDINGS 49
9. SUGGESTION 50
10. CONCLUSION 51
11. ANNEXURE 52
12. BIBLIOGRAPHY 55
VII
LIST OF TABLE
Sr. No. Particulars Page No.
1 Various product and price range 18
2 Sales Turnover in 2013-14 24
3 Variant wise Milk and Butter milk sales 25
4 Types of Shop classification 35
5 Experience of Retailers in the milk business 36
6 Retailers Should Be Connected In the Maahi Milk Business 37
7 Maahi Product Selling 38
8 Selling Variants 39
Milk 39
Dahi 40
Butter milk 41
Ghee 42
Mithai 43
9 Satisfied with Maahi Distributor’s service 44
10 Satisfied with Maahi Quality Product range 45
11 Is retailers selling cow milk ? 46
12 Which new product should maahi launch? 47
13 Are you willing to be an Exclusive Maahi Parlors? 48
VIII
LIST OF CHART
Sr. No. Particulars Page No.
1 Types of Shop classification 35
2 Experience of Retailers in the milk business 36
3 Retailers Should Be Connected In the Maahi Milk Business 37
4 Maahi Product Selling 38
5 Selling Variants 39
Milk 39
Dahi 40
Butter milk 41
Ghee 42
Mithai 43
6 Satisfied with Maahi Distributor’s service 44
7 Satisfied with Maahi Quality Product range 45
8 Is retailers selling cow milk ? 46
9 Which new product should maahi launch? 47
10 Are you willing to be an Exclusive Maahi Parlors? 48
1
1. EXECUTIVE SUMMERY
This Study has been done with an aim of determining the various factors which would Influence
Sale of the Dairy Product of the Maahi Milk Producer Company Ltd. and also to determine the
method or strategy to place the product in the new and existing market.
This study is fully based on the collection of Primary data through questionnaire method during
the Summer Internship Program which started from 3rd
Jun to 18thJuly. There our main objective
is to collect the order from the assigned market area and provide it to the distributer.
Our responsibility was to collect various complains of the retailer & the customer and make it
available before the respected authority i.e. ASM (Area Sales Manager) in order to resolve the
problem.
This also involves processes to collect the data for completion of the project. The training also
includes weekly report submission to the faculty mentor about the overall development of the
work in the past week as well as meeting with the head of the industry once in a week.
2
2. INDUSTRY OVERVIEW
The Indian Dairy Scenario
Although a beginning to organized milk handling was made in India with the establishment of
Military Dairy Farms (oldest; Allahabad, 1889), the salient features of the market milk industry
so far have been detailed below.
Handling of milk in co-operative Milk Unions (oldest : Allahabad, 1913) established all over the
country on a small scale in the early stages
Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945.
Pasteurization and bottling of milk on a large scale for organized distribution was started at
Aarey (1950), Worli (1961), Calcutta Haringhata, 1959), Delhi (1959), Madras (1963), etc.
Establishment of milk plants under the five year plans for Dairy Development all over India.
These were taken up with the dual object of increasing the national level of milk consumption
and ensuring better returns to the primary milk producer, their main aim was to produce more,
better and cheaper milk.
Indian Dairy sector has gained a vital position in Indian economy by providing secondary source
of income for millions of rural families and has assumed a most important role in providing
employment and income generating opportunity.
Per capita availability of milk was 252 grams per day in 2007-08 which increased from
241grams per day in 2005-06, up from 112 grams per day in 1968-69.
India's 3.8 -4 percent annual growth of milk production between 1997-98 and 2008-09 surpasses
the 1.8 per cent growth in population; the net increase in availability is around 2 per cent per
year.
3
The Credits Of Indian Dairying
It ranks first with its 185.2 million cattle & 97.9 million buffaloes accounting for about 51
percent of Asia’s and about 19 per cent of world’s bovine population.
It also ranks first internationally in milk production with a production of 110 million tonnes in
2009-10. Contributing about 5.4 per cent to India’s agricultural GDP, milk has become the
number one agricultural commodity contributing the highest level.
The unique feature of the system is that about 120 million rural families are engaged in milk
production activities as against big specialized dairy farmers in the west.
Another notable feature of Indian dairying sector is that buffaloes contribute more than 53 per
cent of the country’s total milk production.
Buffaloes are known for their efficiency as converter of coarse feeds into rich milk. Similarly
about 45% of total cow milk produced is contributed by crossbred cows.
The lacunae in Indian dairy sector
Despite India’s position as highest producer of milk, productivity per animal is very poor. It is
only about 987 kg/lactation as against world average of 2,038 kg/lactation. This low productivity
is due to the gradual genetic deterioration and general neglect of animals over the centuries and
consequent to the rise in the population of non-descript cows (80%) and buffaloes (50%). Other
factors contributing to low productivity include continuing draughts in some parts of the country,
chronic shortages of feed & fodder coupled with their poor nutritive value and poor fertility of
dairy animals.
Hence we have to face a twin challenge: increase milk productivity of animals with the limited
resources on one hand and make best use of the available milk by processing it into hygienic
packaged milk and milk products of high quality to give better returns to the farmer so that the
profession sustains.
4
3. COMPANY OVERVIEW
3.1 INTRODUCTION OF THE COMPANY
Maahi Milk Producer Company Limited was incorporated on June 7, 2012, as a PRODUCER
COMPANY under the provisions of Part-IXA of the Companies Act, 1956, in the State of
Gujarat, to undertake the business of pooling, purchasing, processing of milk and milk products
primarily of the Members and also of others, marketing of the same and to deal in activities that
are part of or incidental to any activity related thereto.
The Company commenced its commercial operations from 18th March 2013 with its milk
procurement operations extending to the then seven districts of Saurashtra and Kutch region of
Gujarat covering 1,912 villages and 2,142 MPPs (Milk Procurement Points) and with
shareholders’ base consisting of 85,194 members, who were milk producers.
Presently, the Company’s milk procurement operations continue to remain extended in
Saurashtra and Kutch region of Gujarat in eleven districts (i.e., Junagadh, Gir Somnath, Amreli,
Botad, Bhavnagar, Surendranagar, Morbi, Jamnagar, Dev Bhumi Dwarka, Kutch and
Porbandar), and in several cases, reaching to the remotest villages in these areas, where
competitors have not made any breakthrough.
Towards ensuring and maintaining high quality levels in the operations of the Company, the
Company has provided and is continuously providing sound technical support and trainings to all
the concerned with emphasis on hygiene, GMP, SOP etc., which are directly connected to the
quality of milk and milk products. Further, wherever required, quality improvements in the
products are continuously and promptly done based on the feedback from market and customers.
The milk collection and payment system of the Company is IT enabled right from Milk Pooling
Points thereby ensuring complete accuracy and transparency. Each member has been allotted
sixteen digit unique codes based on the geographical location of the member (district, taluka,
village) for accepting the milk of member. In respect of milk procured, its quantity and Fat &
SNF of milk are also accepted online thus eliminating human intervention and errors and thereby
ensuring reliability of the system.
5
The Company is constantly thriving to spread out its reach and product portfolio by adding new
products and facility. In this direction, the Company has first time successfully launched
Skimmed Milk Dahi (Lite Dahi) in the market. Few other new milk products are also proposed to
be launched shortly during the current year.
3.2 MISSION
Maahi Milk Producer Company is committed for giving maximum return to the
Members through dairying”
VISION
With strong commitment to our values, Maahi will be known as one of the World’s leading
companies in the area of milk business”
VALUES
Quality at each level
Trust
Accountability
Mutual Co-operation
Innovation
Passion
Long term vision
Honesty and Transparency
6
3.3 ORGANIZATION STRUCTURE
B.O.D
Chairman
General Manager
Finance
manager Marketing
Manager
Personal
Manager
Production
Manager
Staff
Manager
Asst. Manager
(Marketing)
Marketing
Supervisor
Marketing
Organizers
Marketing
Officer
Cashier
Excise
Clerk
Purchase
Officer
Accountant
Account
Clerk
Deputy
Manager
Worker Clerk
Worker
Plant
Operator
Dairy
Supervisor
Technical
Officer
Asst.
Manager
7
3.4 PRODUCT
MAAHI PRODUCT
Milk
Poly Pouch
FCM - 7% FAT
FCM - 6% FAT
STD - 4.5% FAT
TM - 3% FAT
DTM - 1.5 % FAT
LITE - 0.5 % FAT
Milk Product
Dahi
Dahi TM - 200g & 400g pouch
Dahi TM - 200g & 400g cup
Dahi Lite - 170g & 450g pouch
Buttermilk - 200ml&450ml pouch
Ghee
Pouch - 500 ml.
Cika pack - 500 ml. & 1 ltr.
Tin - 500 ml., 1 ltr., 5 ltr., & 15 kg.
Skimmed Milk Powder
Bag - 25 kg.
White Butter
Box - 20 kg.
8
3.5 OVERVIEW OF DIFFERENT DEPARTMENTS
9
MARKETING DEPARTMENT
PRODUCT
Butter Milk
Refreshing drink that is easily digestible and of uniform consistency for direct use singly or with
meal. Ideal as thirst quencher during hot season. Available in 450 ml and 6 liter pack.
Masala Chass
New Maahi Masala chass is refreshing drink that is easily digestible and of uniform consistency
for direct use singly or with meal. Ideal as thirst quencher during hot season. Available in 250 ml
pack.
10
Chai Shakti
Contains minimum 4.5 percent fat and minimum 8.5 percent SNF. Nutritious creamy milk
suitable for preparing Tea/ Coffee. Enjoy uniform thickness and extra creamy feel till the last
drop, thus preparing more cups of tea/ coffee out of every pack. Available in 1 litre pack.
Chai Special
Homogenized toned milk containing minimum 3.0 percent fat and minimum 8.5 percent non-fat
solids. Ideal for whitening tea/coffee. Available in 200 ml, 500 ml, 1 litre and 6 litre pack.
11
Gold
Contains minimum 6.0 percent fat and minimum 9.0 percent SNF. Creamy and delicious milk
suitable for drinking for the entire family. Available in 200 ml, 500 ml and 6 litre pack.
Super Gold
Pasteurized Full Cream Milk with minimum 7.0 percent Fat and minimum 9.0 percent SNF. The
milk is very rich in taste, more flavor and having better mouth feel.
12
Taaza
Maahi’s highest selling and most preferred milk with minimum 3.0 percent fat and minimum 8.5
percent SNF. The milk will not stick to vessels on heating and hence washing of used vessels is
easier. Fat will not accumulate on the top since the milk is homogenized. Taaza milk best choice
for all purposes. Available in 200ml & 500 ml pack.
Cow Milk
Maahi cow milk is collected from the world famous Gir region. It contains minimum 3.6 percent
fat and minimum 8.5 percent SNF. Cow milk is said to be closed to Mother milk it is reach in
protein, easy to digest and provides energy. Nutritious creamy milk suitable for all age and for
preparing tea, coffee etc. Available in 500ml litre pack.
13
Toned Dahi
A nutritious fermented milk product with high milk solids ideal for being a part of Indian daily
diet. Made from homogenized milk cultured with high quality imported Culture which contribute
to high therapeutic value of the product.
Lite Dahi
Fresh curd that tastes just like traditional home made curd. Can be consumed as such or added as
an ingredient in certain dishes or only with rice.
14
Fit n Fine
Contains minimum 1.5 percent fat and minimum 9.0 percent non-fat solids. Ideal for health
conscious people and senior citizens since fat content is low. Can also be used for whitening
tea/coffee and for the preparation of milk based drinks like fruit shakes. Fat will not settle at the
top since the milk is homogenized. Available in 500 ml sachets.
Lite
Fresh skimmed milk with minimum 9.0 percent SNF perfect for a healthy life among fitness
conscious people and senior citizens.
15
Maahi Cow Ghee
Maahi cow ghee is specially made from cow milk of Gir region. It has rich aroma with golden
yellow colour. Maahi cow ghee is a good choice for all culinary and traditional uses.
Maahi Ghee
Maahi ghee has pleasant aroma with whitish granular texture originated from kathiyawad
(saurashtra). This natural aroma and flavor of ghee will retain throughout the shelf life.
16
Gulabjamun
Irresistibly smooth and delicious gulabjamuns prepared using pure ghee and khoa. Sugar syrup
makes it soft, with a melt-in-the-mouth lingering taste. Available in 1 kg tin.
Kaju Katri
The most preferred choice of sweet for all occasions with the pleasing richness of real cashews.
Available in 250 g and 500 g pack.
17
Rasgulla
Whitish, soft, round and whole milk based syrupy and sumptuous Rasgulla. Eat just one to begin
with and you’ll demand more and more! Available in 1 kg tin.
Soanpapdi
Delicious, mouth watering Indian sweets from Maahi with rich in taste. Available in regular (oil
base) and premium (ghee base) in 250 g and 500 g pack.
18
VARIOUS PRODUCT AND PRICE RANGE
Sr.No. VARIANT POUCH PER
BOX/CRATE
PRICE PER
PACK
1 Maahi Ghee 500 ml Poly pouch 20 195
2 Maahi Ghee 500 ml Cika pack 30 197
3 Maahi Ghee 500 ml Tin pack 24 200
4 Maahi Ghee 1 ltr Cika pack 15 390
5 Maahi Ghee 1 ltr Tin pack 2 400
6 Maahi Ghee 5 ltr Tin pack 4 1900
7 Maahi Ghee 15 kg Tin pack 1 6500
8 Super gold 500 ml 24 26
9 Gold 500 ml 24 24
10 Gold 6 ltr 2 276
11 Chai shakti 1 ltr 12 42
12 Taaza 500 ml 24 19
13 Taaza 200ml 60 10
14 Chai special 1 ltr 12 35
15 Chai special 6 ltr 2 210
16 Fit n fine 300 ml 48 10
17 Lite 6 ltr. 2 180
18 Butter milk 450 ml 26 10
19 Masala chhash 200 ml 48 10
20 Light Dahi pouch 170 g 60 10
21 Light Dahi pouch 350 g 32 20
22 Light Dahi pouch 1 kg 10 40
23 Toned Dahi pouch 200 g 50 15
24 Toned Dahi pouch 400 g 24 25
25 Toned Dahi pouch 1 kg 10 50
26 Toned Dahi cup 200 g 24 20
19
SUPPLY CHAIN MODELS OF MMPCL MILK
MAAHI DAIRY PLANTS
PROCESSING
UNIT/POINT
COLLECTION
POINT/UNIT
DISTRIBUTOR DISTRIBUTOR
MAAHI DAIRY PLANTS MAAHI DAIRY PLANTS
Farmers Own Transportation
MAAHI OWNLOGISTICS
FARMERS
CATEGORY 1
FARMERS
CATEGORY 1
RETAILER RETAILER
FARMERS
CATEGORY 1
RETAILER
DISTRIBUTOR
20
MARKETING INITIATIVES:
“The Performance of all business activities involved in the flow of Goods and services from the
producer to the consumer.”
Activities:
Maahi Corporate – News Paper Advertisement
Ghee News Ad – Gujarati
Maahi Outdoor Hoardings
Wall painting
Vehicle Painting
Participate in Consumer fair , Festivals and Retail outlet
Point of sale Material
Banner, Poster, leaflet, Dealer, Stand Board, Calendar, T-
shirts & Cap.
Maahi Parlour
21
22
PRODUCTION DEPARTMENT
Production operations Plant:
There are 3 outsourced plants –
Junagadh
Kutch,
Giriraj Milk Products Pvt. Ltd., Lodhika GIDC Metoda,
G-2702.
Per day production:
1. Milk – 3,50,000 kg
2. Buttermilk – 75,000 kg
3. Dahi – 2500 kg
4. Ghee – 2000 kg
Average Milk Procurement Per Day = 6 Lakhs Liter Per day
Milk Carried From Village MPP >> BMC >>Processing Plant
50 BMCs at 7 Districts and total 101 Nos. BMC (Bulk Milk Coolers) unit and 5000 ltr.
Capacity.
There are 3 chilling centers with capacity of 4000 ltr. per day.
50000 KM per day logistics area to procure milk.
Quality Assurance:
Quality Assurance is a systematic process of checking to see whether a product or service being
developed is meeting specified requirements. Quality assurance activities at Milk chilling centre
and bulk milk cooler plant.
23
24
FINANCE DEPARTMENT
Mr. Ramachandran Iyer, He is a Chief Financial Officer of
Maahi Milk Producer Company Ltd.
Share capital contributed by members are
23, 96, 00,000 rs.
Sales Turnover in 2014-15
Product Turnover in lakhs
Poly pouch milk 346.01
Butter Milk 33.63
Ghee 22.4
White Butter 96.69
Skim Milk Powder 24.83
Total 523.56
25
Variant wise Milk and Butter milk sales
Sr.No. Variant Sales Volume in
(Lakhs Liter per day)
1 Full Cream Milk (FCM) 37,000
2 Standard Milk (STD) 29,000
3 Toned Milk (TM) 2,12,000
4 Double Toned Milk (DTM) 14,500
5 LITE 7,800
Total Milk 3,00,300
6 Buttermilk 51,400
Total of Milk &
Buttermilk
3,51,700
26
27
HUMAN RESOURCE DEPARTMENT
HR Functions:
Talent acquisition
Training & Development
Administration
Payroll and compensation
Performance management system
Employee Relations
Attendance & Leave management
Leave Policy:
Leave is provided to all the employees in order to ensure a sufficient rest period away
from the work place.
An employee who desires to obtain leave of absence shall apply in writing to the
Competent Authority in the prescribed Leave Application form for the purpose. Such
application of leave in case of earned leave shall be made at least 7 days before and in all
other cases at least 3 days before the date from which leave is to commence except in an
urgent case or unforeseen circumstances when it is not possible to do so.
If employee has taken sick leave then it is require to produce duly certified by MBSS or
equivalent rank, then can get Min ½ day and Max 3 Days at time
Employees can get other leaves as per company notified rules of it and if company
defines that it valid reason from employee then leaves will be granted.
28
3.6 SWOT ANALYSIS
Strengths:
Largest food brand in Gujarat.
High quality, low price.
Weaknesses:
Risks of highly complex supply chain system.
Strong dependency on weak infrastructure.
Short self life its products.
Opportunities:
Potential to expand to smaller towns and other geographies.
Expand product portfolio to enter new product categories.
Threats:
Strong competitors: Amul, sorath, radhe, etc.
Growing price of milk and milk product.
29
4. LITERATURE REVIEW
Filho and Volery (2005) have used NIR to quantify total solid contents of fresh cheeses
which present low, medium and high solid contents. The plot of solid contents determined by
the NIR allowed a good discrimination of cheeses according to their solid contents. In fact,
all samples found in the top cluster along the regression line belong to those which had the
highest solid con- tents, while those in the bottom cluster contain cheeses which exhibited the
lowest solid contents.
Blaquez, Downey, O’Donnell, O’Callaghan, and Howard (2004) have used NIR
reflectance spectroscopy to predict moisture, fat and inorganic salts in processed cheeses. The
above mentioned authors claimed that the results obtained are sufficiently accurate to
recommend this technique for off-line quality assessment of processed cheese.
Blaquez et al. (2006) have used NIR reflectance spectroscopy in the range of 750– 2498 nm
to record spectra on cheeses which were stored for 2 and 4 weeks at 4 C. Nine sensory
properties, five instrumental parameters and cheese melt ability were determined on cheese
samples. The authors reported that sensory attributes and instrumental texture measurements
were predicted with sufficient accuracy. The authors recommended the use of NIR
reflectance spectroscopy for routine quality assessment of processed cheese.
Miquel Becker, Christensen, Frederiksen, and Haugaard (2003) have monitored the
effect of both packaging (polylactate and polystyrene) and light on the oxidation of yogurt
during storage (0, 7, 14, 21, 28 and 35 days) using FFFS. Regarding yogurt samples stored
during 35 days at light, tryptophan seems to be present, while the riboflavin signal seems
considerably decreased. The authors observed a degradation of riboflavin when the samples
were exposed to the light. This degradation was found to be higher in yogurt samples
packaged in polystyrene than those pack- aged in polylactate.
Wold, Jørgen- sen, and Lundby (2002) have demonstrated the potential of FFFS to assess
the oxidation of different dairy products such as Swiss cheese, cream cheese and sour cream.
To detect changes in fluorescence spectra, all products were stored under deferent conditions
at 4 C: light with expo- sure to air, light with no exposure to air, dark with expo- sure to air
and dark without exposure to air. The obtained results showed a significant decrease in the
30
fluorescence intensity at approximately 525 nm and a corresponding increase in the 415–490
nm spectral region. Variation in two smaller peaks
located around 520 and 630 nm was related to the interaction effect between expo- sure to
light and air.
Ruchi Malik(2012) found that though there are multitudinous opportunities that are untapped
by the retailers, they can be successful by paying more attention towards their customer
needs and desires.
During research work found that there are communication gap between retailer and
MMPCL’s channel and it is found that Maahi product is taaza product and buttermilk product
are more preferable by customer.
From retailer gathered data customers do not like maahi product because of they can’t use
unused milk to making cheese and yogurt, for this reason they don’t like maahi product.
31
5. INTRODUCTION TO THE TOPIC
The Topic Of This Project Is A Study On “Retailers Satisfaction Survey” Regarding Dairy
Products At Maahi Milk Producer Company Ltd. The Dairy Industries Companies Run
Mainly On The Factors Such As Availability, Service Frequency, Affordability, Taste And
Marketing. Availability is plays a vital role because purchasing power is depend upon
availability of that product, Incase distributors and retailers service matter a lot. Retailing
includes All the Activity in selling goods or Service Directly to the Customers or Personal non
Business use. A retailer or retail store is any business Enterprises whose sales volume comes
primarily from Retailing.
Retailers are the part of milk marketing channels and perform the work of moving goods From
producer to the customers. It over comes the time, Place and possession gap that separates Goods
and service from those who needs or wants them. Retailers as member of marketing channel
perform a number of key functions. Some functions (Physical, Title, Promotion) Constitute a
forward Flow Of Activity from The Company To The Customers; Other functions (Ordering
And Payment) Constitute a backward flow from customers to the company. Still others
(Information, Negotiation, Finance and Risk taking) In both directions.
The Project delves in to the workings from the distribution aspect of an FMCG organization, In
detail. Maahi being a FMCG company, Attaches a lot of significance to the distribution aspect of
its business. The distribution channel of Maahi holds a Lot of potential in affecting the demand
or sales of Maahi products through delivery on Time, Delivery of variety of products, The
retailer-Friendliness of the policies being set by the distributors and equitable distribution of
products to all there tail outlets in a particular region, To name a few.
So, In order to plan retail coverage we map out the positions of Maahi outlets, Maahi parlors,
and competitor’s outlets. This project was carried out in Rajkot city. For analyzing and
presenting information that is tied to geographical location, we divided the city in different
wards. By analyzing geographical representation and sales data with special distribution Maahi
outlets, competitor’s outlets and the density of others in an area, we identify unexplored area and
plan location out let’s to increase its market penetration. Using such research we can ascertain
the quality and depth of retail penetration in specific area.
32
6. RESEARCH METHODOLOGY
6.1 INRODUCTION
Research methodology is way to systematically solve the research problem. Research, in
common terms refers to a search for knowledge. Research methodology consists of different
steps that are generally adopted by a researcher to study the research problem along with the
logic behind them.
6.2 RESEARCH OBJECTIVE
1) To study which product of Maahi Dairy has average sale among the retailers in
Rajkot.
2) To study retailer satisfaction with price, packaging, promotional, scheme, Timely
Delivery, Curdling & quality of Maahi dairy product.
3) To study the level of satisfaction of retailer with respect to Replacement facility.
6.3 SCOPE OF THE STUDY
The study carried out in Rajkot city so its scope mainly to Rajkot
It’s give information about the size of Retailers network.
It’s give information about the service given by company and distributors to their
retailers.
It’s give information about competitors’ products.
It will serve consumer in better manner.
It’s providing suggestions to company to improve their products sales and services.
It’s give information about the promotion activities.
33
6.4 RESEARCH DESIGN
Research design is the plan, structure and strategy of investigation conceived so as to obtain
answers to research question.
There are two types of research design. One is exploratory research and other is descriptive
research.
Exploratory research:
We studied the company report, talked to the retailer of the company.
Descriptive research:
Survey method was adopted for this research
6.5 DATA COLLECTION SOURCES
The study is mainly based on the data collection from primary as well as secondary
sources.
Primary data: Data collected for specific purposes in the form of questionnaire.
Secondary data: Data existing in the form of Books, Internet etc.
34
6.6 SAMPLING DESIGN
Population of the study: All the MMPCL Retailers in old Rajkot. (Jangleswar,Popat
Para,Gaytrinagar, Etc.)
Sampling method: non-probability sampling technique.
Sampling size: 50 (out of 150) retailers were selected from target population for the
study.
6.7 LIMITATION OF PROJECT
Since the study was done in only one region of Rajkot. The results cannot be generalized on
all Rajkot bases. Shopkeepers also tend to hide some facts and figures due to some reasons
which can hinder the results we get from this survey. Still a lot can be done to make the
whole system efficient.
This research has a number of limitations that must be acknowledged:-
First, the study was carried out from the allocated sample used for this study consisted mostly
rural area of Rajkot city only therefore, the results may not be applicable to the wider population
in general,
Secondly, the results of this study are limited because only 20 samples size has been collected
for the study from the allocated Rajkot city.
Thirdly, only method of questionnaire has been used for reform the sentence collecting primary
data apart from focus group and other methods for the study,
Lastly, it must be acknowledged that there may be numerous other variables that contribute to
the development of retailer satisfaction, and word of mouth communication which are briefly
touched upon.
35
7. DATA ANALYSIS AND INTERPRETATION
7.1 Types of Shop classification
Types of Retailer No. of Shop Percentage
General Store 20 40%
Parlors 14 28%
Bakery 0 0%
Other 16 32%
Interpretation:-
Above graph shows, only 40% of general retailers sale the Maahi Milk, 28% of
Parlors Retailers sale the Maahi Milk Products And 32% of Other Retailers sale the
Maahi Milk Producer Company Products in Rajkot.
40%
28%0%
32%
Types of Shops
General Store
Parlors
Bakery
Other
36
7.2 Experience of Retailers in the milk business
Years Retailers
(out of 50)
Percentage
1 to 10 39 78%
11 to 20 6 12%
21 to 30 3 6%
31 to 40 2 4%
Interpretation:-
78 % of Retailers Persons connected to this milk business with 1 to 10 years of
time period.
12 % of Retailers Persons connected to this milk business with 11 to 20 years of
time period.
6 % of Retailers Persons connected to this milk business with 21 to 30 years of
time period.
4 % of Retailers Persons connected to this milk business with 31 to 40 years of
time period.
39 Retailers
78%
6 Retailers
12% 3 Retailers6%
2 Retailers4%
0
5
10
15
20
25
30
35
40
45
1 to 10 11 to 20 21 to 30 31 to 40
37
7.3 Retailers Should Be Connected In the Maahi Milk Business
Years Retailers
(out of 50)
Percentage
1 to 5 27 54%
6 to 10 21 42%
11 to 15 2 4%
Interpretation:-
54 % of Retailers Persons connected to this maahi milk business with 1 to 5
years of time period.
42 % of Retailers Persons connected to this maahi milk business with 6 to 10
years of time period.
4 % of Retailers Persons connected to this maahi milk business with 11 to 15
years of time period.
27 Retailers
54%
21 Retailers
42%
2 Retailers4%
0
5
10
15
20
25
30
1 to 5 6 to 10 11 to 15
38
7.4 Maahi Product Selling
Product Selling of Product
(Out of 50)
Percentage
Milk 44 88% Dahi 27 54%
Butter Milk 41 82% Ghee 25 50% Sweet 17 34%
Interpretation:-
88% Retailers should be maximum selling Milk.
54% Retailers should be selling Dahi.
82% Retailers should be selling Butter milk.
50% Retailers should be selling Ghee.
34% Retailers should be selling other products of milk.
44 Retailers
88%
27 Retailers
54%
41 Retailers
82%
25 Retailers
50%17 Retailers
34%
0
5
10
15
20
25
30
35
40
45
50
Milk Dahi Butter Milk Ghee Sweet
Product Selling
39
7.5 Selling Variants
MILK
Milk Retailers
(out of 50)
Percentage
Tazza 38 76%
Tazza (200 ml) 14 28%
Chai Special 15 30%
Gold 15 30%
Super Gold 14 28%
Cow Milk 6 12%
Interpretation:-
76% Retailers should be maximum selling Taaza Milk.
28% Retailers should be selling Taaza (200 ml) milk.
30% Retailers should be selling Chai Special milk.
30% Retailers should be selling Gold milk.
28% Retailers should be selling Super Gold milk.
12% Retailers should be selling Cow milk.
38 Retailers
76%
14 Retailers
28%
15 Retailers
30%
15 Retailers
30%
14 Retailers
28%
6 Retailers
12%
0
5
10
15
20
25
30
35
40
Tazza Tazza (200 ml) Chai Special Gold Super Gold Cow Milk
Milk Selling
40
DAHI
Dahi Retailers
(out of 50)
Percentage
Toned Dahi(Cup) 25 50%
Toned Dahi(Pouch) 5 10%
Loose Pack 2 4%
Lite Dahi 6 12%
Interpretation:-
50% Retailers should be maximum selling Toned Dahi (Cup).
10% Retailers should be selling Toned Dahi (Pouch).
4% Retailers should be selling Loose packed Dahi.
12% Retailers should be selling Lite Dahi.
25 Retailers
50%
5 Retailers
10% 2 Retailers4%
6 Retailers
12%
0
5
10
15
20
25
30
Toned Dahi(Cup) Toned Dahi(Pouch) Loose Pack Lite Dahi
Dahi Selling
41
BUTTER MILK
Butter Milk Retailers Percentage
Butter Milk 40 80%
Masala Chass 9 18%
Loose Pack 4 8%
Interpretation:-
80% Retailers should be maximum selling Butter milk.
18% Retailers should be selling Masala Chass.
8% Retailers should be selling Loose pack Butter milk.
40 Retailers
80%
9 Retailers
18% 4 Retailers
8%
0
5
10
15
20
25
30
35
40
45
Butter Milk Masala Chass Loose Pack
Butter Milk Selling
42
GHEE
Ghee Retailers
(out of 50)
Percentage
Cow Ghee 10 20%
Maahi Ghee(Poly
Pouch)
23 46%
Maahi Ghee(Tin
Pouch)
3 6%
Loose Pack 8 16%
Interpretation:-
20% Retailers should be selling Cow Ghee.
46% Retailers should be maximum selling Maahi Ghee (Poly Pouch).
6% Retailers should be selling Maahi Ghee (Tin pack).
16% Retailers should be selling Loose pack Ghee.
10 Retailers
20%
23 Retailers
46%
3 Retailers
6%
8 Retailers
16%
0
5
10
15
20
25
Cow Ghee Maahi Ghee(Poly Pouch)
Maahi Ghee(Tin Pack) Loose Pack
Ghee Selling
43
MITHAI
Mithai Retailers
(out of 50)
Percentage
Gulab Jamun 13 26%
Rasagulla 11 22%
Soan Papdi 18 36%
Other 2 4%
Interpretation:-
26% Retailers should be selling Gulab Jamun.
22% Retailers should be selling Rasagulla.
36% Retailers should be maximum selling Soan Papdi.
4% Retailers should be selling other milk products.
13 Retailers
26%11 Retailers
22%
18 Retailers
36%
2 Retailers
4%0
2
4
6
8
10
12
14
16
18
20
Gulab Jamun Rasagulla Soan Papdi Other
Mithai Selling
44
7.6 Satisfied with Maahi Distributor’s service
Service Retailers
(out of 50)
Percentage
Satisfied 40 80%
Dissatisfied 10 20%
Interpretation:-
80% Retailers should be Satisfied with Maahi Distributors Service.
20% Retailers should be Dissatisfied with Maahi Distributors Service.
40 Retailers
80%
10 Retailers
20%
0
5
10
15
20
25
30
35
40
45
Satisfied Dissatisfied
Satisfied with Maahi Distributor’s service
45
7.7 Satisfied with Maahi Quality Product range
Retailers
(out of 50)
Percentage
Satisfied 32 64%
Dissatisfied 18 36%
Interpretation:-
64% Retailers should be Satisfied with Maahi Quality Product range.
36% Retailers should be Dissatisfied with Maahi Quality Product range.
32 Retailers
64%
18 Retailers
36%
0
5
10
15
20
25
30
35
Satisfied Dissatisfied
Maahi Quality Product range
46
7.8 Is retailers selling cow milk ?
Retailers Percentage Yes 11 22%
No 39 78%
Interpretation:-
22% Retailers should be Selling Maahi Cow Milk.
78% Retailers should be not selling Maahi Cow Milk.
11 Retailers
22%
39 Retailers
78%
0
5
10
15
20
25
30
35
40
45
Yes No
Cow Milk Selling
47
7.9 Which new product should maahi launch?
Product Retailers
(out of 50)
Percentage
Butter 6 12%
Paneer 16 32%
Ice-cream 27 54%
Flavoured Milk 31 62%
Interpretation:-
6% Retailers Reviews for new milk product of Butter launch in market.
32% Retailers Reviews for new milk product of Paneer launch in market.
54% Retailers Reviews for new milk product of Ice-Cream launch in market.
62% Retailers Reviews for new milk product of Flavored Milk launch in
market.
6 Retailers
12%
16 Retailers
32%
27 Retailers
54%
31 Retailers
62%
0
5
10
15
20
25
30
35
Butter Paneer Ice-cream Flavored Milk
48
7.10 Are you willing to be an Exclusive Maahi Parlors?
Retailers Percentage
Yes 4 8%
No 46 92%
Interpretation:-
8% Retailers Should be willing to be an Exclusive Maahi parlors said “YES”
92% Retailers Should be willing to be an Exclusive Maahi parlors said “NO”
4 Retailers
8%
46 Retailers
92%
0
5
10
15
20
25
30
35
40
45
50
Yes No
Willing to be an Exclusive Maahi Parlors
49
8. FINDINGS
Customers are not interested to use cow’s milk. So only 28% retailer’s sale cow’s
milk.
Company selects their retailers according its experience. Present all retailers have
1 to 10 year experience.
Maahi dairy products are mostly sold by the General Shop & Other Shop. Only
few numbers of parlor retailers are sold it.
Retailers have perceived that customers prefer Tazza Milk respectively in Rajkot.
Mostly retailers are dissatisfied with Price, Margin &Replacement Facility of
Maahi Milk in Rajkot.
Mostly retailers are dissatisfied with Quality (smell & thickness) & Timely
Delivery of Maahi dairy milk in Rajkot.
Mostly retailers aren’t happy to stock of Maahi.
In future company introduce many products like butter, panir, flower milk, ice
cream.
50
9. SUGGESTIONS
A one product of Tazza milk having a poor quality of milk, so improve quality of Tazza
milk and increase maximum selling of product.
Proper distribution channel will be manage strongly.
Create proper schedule to collect retailer’s feedback regularly.
Improve the quality of product will packed in Metoda plant.
Give you customer inquiry feedback properly.
You will declare any scheme of product then proper implementation will be applied on
the declared scheme.
Out dated products will not be distributed in market.
51
10. CONCLUSION
After doing the project now conclusion is as we know Maahi is a New company in market and
providing more products to the customers, Maahi Milk Producer Company ltd provides the dairy
products in some cities, and somewhere is more awareness and somewhere is low but during the
my summer internship in the Rajkot the mostly Retailers are dissatisfied with Maahi Milk
Producer Company ltd. So for this situation company have to improve the Quality, delivery
systems, price, replacement facility and promotions.
Finally we conclude on basis of objective led down the project one as follows.
After this study, found that BUTTER MILK& COW MILK selling of Maahi Milk
Producer Company products ltd are less as compare to competitor in Rajkot .
Mostly retailers are dissatisfied with MILK QUALITY & TIMELY DELIVERY of
Maahi dairy milk in Rajkot.
Mostly retailers are dissatisfied with PRICE, REPLACEMENT FACILITY,&
SCHEME of Maahi dairy product.
52
11. ANNEXURE
Retailers Survey For SIP
Please take out few minutes of valuable time and give answer the following questions.
AREA - ____________________ Dist. Name-_________________
1. Retailer Name-__________________________________________
2. Outlet Name-______________________ Mobile No.-___________
3. Type of Retailer- [a] General Store, [b] Parlour/ c/d , [c] Bakery, [d] Other
4. Since how long are you in the milk business?
_________________ year/month
5. Since how long are you associated with Maahi or your current company?
_________________ year/month
6.Which Maahi products do the retailers sell?
Milk Dahi BM Ghee Sweet Other
7. Selling Variants
MILK DAHI
Sr.No. Milk Amul Maahi Other
Sr. No. Dahi Amul Maahi Other
1
1
2
2
3
3
4
4
5
5
6
53
BUTTER MILK GHEE
MITHAI Quantity
GulabJamun _______
Rasagulla _______
SoanPapdi _______
Other _______
8. Are you satisfied with the Maahi distributor’s service?
Yes______/ No_____
Reason if No ____________________________________________________________
_____________________________________________________________________
10. Is the retailer satisfied with Maahi quality products range?
Yes______/ No______
11. Is retailer selling Cow Milk?
Yes_____/ No_______
If No, why?
______________________________________________________________________
______________________________________________________________________
12. What are the reasons for low volume of Maahi Gold?
Retailer Suggestion: _____________________________________________________
______________________________________________________________________
______________________________________________________________________
Sr. No. BM Amul Maahi Sorath Local
Sr. No. Ghee Amul Maahi Sagar Other
1
1
2
2
3 4 5
54
13. Which new products should Maahi launch?
a) Butter, b) Paneer, c) Ice-cream, d) Flavoured milk
14. Are you willing to be an Exclusive MaahiParlour?
Yes_____/ No_____
If No, why? ____________________________________________________________
______________________________________________________________________
55
12. BIBLIOGRAPHY
http://dairy.ahdb.org.uk/market-information/supply-production/milk-production/world-
milk-production/#.VaeJJ9KUciE
http://www.maahimilk.com/About-Us/Company-Profile
http://www.maahimilk.com/About-Us/Values-Mission-Vision
http://www.maahimilk.com/Products
*****