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

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


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


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.

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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

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.

http://wikimapia.org/street/64791/en/Lodhika-GIDC-Metoda

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

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 contents, 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 packaged 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 exposure to air, light with no exposure to air, dark with exposure 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 exposure 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.


time period.


time period.


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.





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

*****

http://dairy.ahdb.org.uk/market-information/supply-production/milk-production/world-milk-production/#.VaeJJ9KUciE

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