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Strategies & BCG model of mgt control system

UNIVERSITY SCHOOL OF BUSINESS STUDIES , TALWANDI SABOBusiness strategies Corporate strategy Business unit strategyCorporate strategy Business unit strategy The business unit strategy deals with creating and maintaining competitive advantage in all the business operations. Business unit strategy for an organisation has two interrelated aspects.

Mission BCG model

bCG model

Who buy products and services?How do they buy products and services?Where do they buy products and services?How often they buy them?Why do they buy them?How often they use them?

Concept & need Model of Consumer BehaviourThe environmentMarketing stimuliProductPricePlacePromotionOther stimuliEconomicTechnological Social Cultural Buyer responses Buying attitude & preferencesPurchase behaviourWhat the buyer buys, when, where & how much brand & company relationship behaviour.Consumer's Black BoxBuyer characteristicsBuyer decision process

Consumer Buying Behaviour ProcessFactors Affecting Consumer BehaviourCulture Subculture Social Class

Reference Groups Family Roles & Status Cultural Factors Social FactorsContinue....Age Occupation Economic Situation Lifestyle Personality

Motivation Perception Beliefs & Attitudes Personal FactorsPsychological FactorsCompany Profile Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale

MILKFED The Punjab State Cooperative Milk Producers Federation Limited popularly known asMILKFEDPunjab, came into existence in 1973 with a twin objective of providing remunerative milk market to the Milk Producers in the State by value addition and marketing of produce on one hand and to provide technical inputs to the milk producers for enhancement of milk production on the other hand. Although the federation was registered much earlier, but it came to real self in the year 1983 12Corporate societies at village levelMilk unions at District levelApex Body at State levelThree Tier SystemMILKFEDs NETWORKAmritsar Bathinda Bassi Pathana ChandigarhFaridkot Ferozpur Gurdaspur Hoshiarpur Jalhandhar Ludhiana Patiala RoparSangrur Khanna

Historical background of Verka Milk Plant In 1959, in a village named 'Verka' near Amritsar, Chief Minister of Punjab Sardar Partap Singh Kairon established a Dairy Development Corporation for safeguards of farmers and increase dairy business. After some time four more milk plants were established i.e. in Chandigarh, Patiala and Bathinda etc. Thereafter it progressed and the number of milk plants roses to 8 plants up to 1980 the govt. has developed its name from Punjab State Co-operative Milk Producers Union Ltd. into MILKFED Punjab. All the plants were controlled by Head Office which is established at Chandigarh.Verka Milk Plant Chandigarh Milk Plant, Chandigarh was established in year 1962 by the Punjab Govt. to proved hygienically prepared milk and milk products to the up-coming city of Chandigarh. The activity of liquid milk supply was shifted to milk plant, Mohali 1979-80.Punjab Diary Development Corporation (PDDC) transferred the milk plant in the month of April 1983.

Objectives To bring prosperity to Milk Producers in the State through assured market and remunerative prices all round the year.To provide fresh hygienic milk to urban consumers at reasonable rates.To ensure viability and growth of Milk Unions by converting surplus milk into products and ensure their marketing

Types of Milk Review of Literature Dr. Ashok & Sriwastwa Abhay (2008) have studied the Product innovation and its influence on consumer purchasing pattern.Jhon Franklin.S & Senith .S (2010) have studied on Relationship between Demographic Variable and Branded Milk.Khan Shahzad (2012) has study about contribution of Brand Awareness and Brand Characteristics towards Customer Loyalty.Research Methodology According to Prof. Phillip Kotler, Marketing research is the systematic, design, collection, analysis and reporting of the data and finding relevant to specific marketing situation facing the company.

Research Process Data Analysis & Interpretation Are you aware about milk products?Attributes No of respondents Yes 135No 15Total 150Which brand of milk are you consuming?Company No of respondents Verka 100Nestle 18Mother Dairy 15Amul 17Total 150Are you aware about Verka milk products? Response No of responsdents Yes 100No 50Total 150How long are you using Verka milk?Response No of respondents Less than 1 month 101 to 6 months 256 months to 1 year30More than 1 year35Total 100Which of the following factors influence you to choose Verka milk?Response No of respondents Price 10Taste 20Quality 35Availability 25Long preservation time 10total100Do you think the prices of Verka milk products are high/low compared to competitors product?Response No of respondents Strongly agree 10Agree 31Undecided 21Disagree 33Strongly disagree 5Total 100How often do you buy this product of Verka milk?Response No of respondents Daily 48Monthly 17Weekly 25Occasionally 10Total 100How do you rate the Verka milk in comparison with other milk brands?Attribute No of respondents Outstanding 7Excellent 25Good 32Average 23Below average 13Total 100Do the various schemes/promotional activities affect your purchase plans?Attribute No of respondentsYes 23No 77Total 100Which promotional tool effect youre buying behaviour in relation Verka milk products?Response No of respondentsTV adds 8Newspaper/Magazine5Internet/ Website25Banners/ Holdings 42Others 20Total 100Do you feel that Verka milk enhances the richness of tea/coffee?Response No of respondents Yes 47No 53Total 100How much are you satisfied with the taste of Verka milk?Attributes No of respondents Highly satisfied 23Satisfied 30Undecided 25Dissatisfied 15Highly dissatisfied 7Total 100Which size of packaging do you prefer?Attributes No of respondents 250ml19500ml321 litter49Total 100Rate the following factors according to your preference of Verka milk from 1 to 5?Factors Response Quality 24Price 25Taste 23Availability 28Total 100Which will be your alternative brand in case where Verka brand is not available? Company No of responses Mother Dairy 17Amul 36Nestle 26Today 21Total 100 Findings, Suggestions & Conclusion FINDINGS According to 150 respondents 135% are aware about dairy products and remaining 15% are not is about dairy products.According to 150 respondents 100% people says that they like to buy Verka milk, 19% people buy Nestle milk, 15% people buy Mother dairy milk and remaining 17% buy Amul milk.According to 150 respondents 100% people are aware about Verka milk and remaining 50% are not aware about the milk products. According to this 10% respondents are using Verka milk from 1 month, 25% are from 6 months, 30% from 6 months to 1 year and remaining 35 % are using Verka milk from more than one year.According to the survey the most influence factor is of quality i.e. 35%, availability is 25%, taste is 20 % and price and long preservation time is same i.e. of 10%.Continue.....According to 100 respondents 7% rate the Verka milk as a outstanding product, 25% as a excellent, 32% as a good, 23% average and remaining 13% rate it below average.According to 100 respondents only 23% thinks that promotional activities affect their buying behaviour and the remaining 77% are not agree with this.Banners and holding effect the most important among all other factors i.e. 42%, internet effects 25%, TV adds effect 8%, newspapers/magazines effect 5% and the remaining 20% effects the other factors.According to 100 respondents 53% are agree with the richness of milk and remaining 47% are not agree with it.According to 100 respondents 23% are highly satisfied, 30% are satisfied, 25% are undecided, 15% are dissatisfied and remaining 7% are highly dissatisfied.According to 100 respondents 19% purchased 250ml, 32% are purchased 500ml and the remaining 49% purchased 1litter of Verka milk. According to 100 respondents the most important factor regarding Verka milk is availability i.e. 28%, 25% respondents thinks price is a most important factor, 24% thinks quality is the factor and the remaining 23% thinks taste is the most important factor. According to 100 respondents 17% prefer Mother Dairy, 36% prefer Amul milk, 26% prefer Nestle and remaining 21% prefer today milk.Suggestions I suggested to concern more than women and men suggestions for designing the marketing strategy, because womens role in the house is dominant, even in various decisions.I suggest Verka to concentrate also on low income segment to capture market and position themselves in the minds of customer with required quality and quantity of milk. I suggest Verka to look after the dealers issues with due care. I suggest management to introduce new product line which can satisfy the entire group.

CONCLUSIONANY QUERYTHANKS FOR ATTANTION

Name - Harpreet Kaur Roll No- 2516 Course - MBA2yr

UNIVERSITY SCHOOL OF BUSINESS STUDIES , TALWANDI SABO