phalake warana distritbution channel

8/10/2019 Phalake Warana Distritbution Channel

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MBA Programme

Distribution channel with special reference to Shri. Warana Sahakari Dudh

Utpadak Prakriya Sangh Ltd.Tatyasaheb Korenagar

INTRODUCTION TO THE STUDY

1.1 Introduction

Eery organi!ation there are different depart"ent like# production

depart"ent# purchase depart"ent# finance depart"ent# "arketing depart"ent

and personnel depart"ent .$arketing depart"ent is one of the i"portant

depart"ent in organi!ation. $arketing is centered around the custo"er .The

pri"e ob%ectie of the "arketing is the satisfaction of the custo"er needs

.$arketing is the place where goods are sold and bought with e&change of

"oney.

The "ain ob%ectie of each and eery organi!ation is to satisfy the needs

and wants of the consu"er and this ob%ectie is fulfilled by the "arketing

depart"ent. 'gain the "arketing is selling the goods . (f co"pany sales

so"ething then the co"pany will get "oney. So for profit "aking of the

co"pany it is i"portant to sale the goods . This is done by the "arketing

depart"ent which plays ery i"portant role in the organi!ation.

(n the "arketing process distribution channel is ery i"portant actiity#

through which goods flow fro" producer to consu"er through different

channels of distribution.

'fter production it is necessary to reach the products to the custo"er.

This is done by the distribution channels.

Distribution channels include the four i"portant "arketing actiities

.These actiities are product# price # place and pro"otion .(n this way

distribution channel is the i"portant actiity in the "arketing.

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1.2 Intention of the Study

's "entioned aboe distribution channel is one of the

i"portant actiities in "arketing. So for this pro%ect select the title *' study of

distribution channel+ is selected.

The pro%ect report on *' study of distribution channels+ of Shri.

Warana Sahakari Dudh Utpadak Prakriya Sangh Ltd.Tatyasaheb Korenagar is

selected for pro%ect report as a practical fulfill"ent of $,' progra" in college

of -a%ara"bapu (nstitute of Technology# $anage"ent Studies# -a%ara"nagar.

The "ilk is perishable ite". So it is i"portant for the dairies to sell

it within the ti"e. 'nd for the selling of "ilk good distribution channel is

necessary. So as per the dudh sangh concerned# good distribution channels areery i"portant. ence the study the *' study of distribution channels+of Shri.

Warana Sahakari Dudh Utpadak Prakriya Sangh Ltd.Tatyasaheb Korenagar. (s

ery i"portant aspect. 's "ilk is perishable ite" its distribution beco"es ery

i"portant. 's "ilk is product consu"ed by eery one on eery day basis. This

fact "akers s"ooth distribution of "ilk as the first priority of eery "ilk dairy

considering the i"portant of distribution of "ilk this pro%ect work is undertaken.

1.3 Objectie of the Study

There are so"e ob%ecties for each and eery study. These ob%ecties

of the pro%ect study are gien bellow.

)/ To study in detail the present distribution channels and present

distribution pattern of Shri. Warana Sahakari Dudh Utpadak Prakriya Sangh

Ltd.Tatyasaheb Korenagar. (t is i"portant to study# how the dudh sangh select

the distribution channel# so that it is beneficial to the sangh.

0/ To study the dealers opinion and thier attitude towards the Warana "ilk

and "ilk products.

1/ To study the dealers attitude towards the Warana "ilk and "ilk products.

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2/ To study the custo"er3s opinion and their attitude towards the Warana

"ilk and "ilk products. (t is i"portant to see whether the custo"ers are satisfied

with the product or not.

4/ To study the factors which affects on the choice of distribution channel5

This is i"portant to study the# factors #which affects on the choice of distribution

channel. This report will help to study all such factor.

6/ (n distribution channel the i"portant four 7P3s of "arketing i.e. product#

price# place and i"portant role# so this will help to know the position of the four

7P3s.

8/ 'fter knowing the dealer3s 9 custo"er3s opinion the perfor"ance of

Warana "ilk 9 "ilk products co"es in to light# this will help to i"proe its

distribution syste".

:/ Pro%ect study will help to fra"e the plans 9 guidelines for the for"ulation

of effectie selection of distribution channels.

;/ (f necessary to "ake the suggestions for i"proing "arket share of Wrana

"ilk 9 "ilk products# with good distribution channels. This is the ob%ectie of

pro%ect study.

'boe are the so"e i"portant ob%ecties of pro%ect study.

1.! Sco"e Of The Study#

Presently Shri. Warana Sahakari Dudh Utpadak Prakriya Sangh

Ltd.Tatyasaheb Korenagar is facing lot of co"petition in "arket is


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other co"panies 9 also with local dairies. Perfor"ing all this points this pro%ect

will be ery useful to the co"pany.

The organi!ation *Shri. Warana Sahakari Dudh Utpadak Prakriya

Sangh Ltd.Tatyasaheb Korenagar+ can use this pro%ect for taking down the data

collected 9 suggestion proided. The list of proble" = issue releated to

distribution channel is only included under suggestion. The people in

distribution channel get necessary suggestion for i"ple"entation. The pri"ary

data collected in this pro%ect will be of use to those who are conducting si"ilar

pro%ect in future as a source secondary data.

1.$ Re%e&rch 'ethodo(o)y#

-esearch "ethodology is the base of eery research pro%ect. The

concept *"ethodology+ refers to syste"atic study of inestigation.

The social research is a guide to all the social sciences. (t is "ainly

confined to the "ethod of the interiewing 9 obseration would like to present

here under the adopted se>uence of "ethod 9 techni>ues in this study.

The data collected by surey "ethod using the >uestionnaire as an

instru"ent. The data is processed 9 analy!ed. The last step is the "arketing

research process is interpreter the data after that report writing all

reco""endation suggestions 9 collected data should be presented a "anner that

can easily understand it.

Source% of D&t

The "ain source of the data is?

&* +ri,&ry D&t-

$arketing research pro%ect inoles the pri"ary data collection. (t is "ore

costly process but the data was ery useful handle the proble". (n this surey



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through the dealers# actual consu"ers also sureyeduestionnaire 9 contact "ethod was

personnel. To know how dealers feel about particular product of Warana "ilk 9

"ilk product 9 pri"ary data collected in this way.

The pri"ary data gies the first hand infor"ation regarding the proble" 9 also

discussion with the concerned people of organi!ation. 'll the dealers are in

sa"ple therefore it is censusuicker aailability. This data is collect fro" office

records 9 fro" "anage"ent staff. 'lso use the annual reports of Warana dudh

sangh for the secondary data 9 study arious "arketing te&t books 9 collect the

infor"ation.

1. /i,it&tion% Of The Study#

The following are the li"itations of the study.). (t beco"es difficult to collect the necessary infor"ation in detail

within a short span of ti"e 4@ days.

0. $ost of dealers aoid giing the correct infor"ation re>uired for this

research work due to fear of the "anage"ent action.

1. pro%ect study is co"pleted by assu"ing that infor"ation gien by the

dealer is fully right.

2. so"e of the dealer were not aailable at their shop.

Conce"tu&( 0r&,eor of %tudy

1. Introduction#-

The distribution channel plays a piotal role in successful "arketing of

the products. 'fter production the ne&t proble" faced by the producer is that of



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selling 9 distributing. ,ecause production is "ade to satisfy the needs of

consu"er# so it "ust reach to the consu"er for who" it is "ade. (f good

distribution is prepared then the proble" of selling 9 distributing is easily soled.

So to satisfy the needs the and wants of the consu"er# the "ain ob%ectie

of the business concern is to "ake the effectie distribution channel. ,ecause

distribution channel is the flow of goods fro" producer to ulti"ate consu"er.

Aoods are transferred fro" producer to consu"er through the distribution

channels.

h&t & di%tribution ch&nne( i%4

' distribution channel is consist of set of people 9 fir"s inoled in the

transfer of title to a product as the product "oes fro" producer to ulti"ate

consu"er. for the product in it3s present fro" as well as any "iddle "en such as

retailers and wholesalers.

' distribution channel for a product is the rout taken by the title to the

goods as they "oe fro" the producer to ulti"ate consu"er.

The distribution channels are syste" of econo"ic institution through which

a producer of goods deliers the" into the hands of their user.

The producer nor"ally uses a nu"ber of "arketing inter"ediaries for

taking their products to user. $arketing inter"ediaries bear a ariety of na"es

such as sole selling agents# "arketers# wholesalers# distributors# stockiest# se"iuency assist a serices producer with transfer of ownership or related tasks.

(n this way the fir" use the patterns or type of distribution channels. The aboe

pattern of distribution channel is co""only used in consu"er as well as business.

De%i)n of di%tribution ch&nne(

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Si"ilar fir"s often hae dissi"ilar channels of distribution. ' co"pany

wants a distribution channel that not only "eets custo"er3s needs but also proides an

edge on co"petition so"e fir"s gain a differential adantage with their channels .

To design channels that satisfy custo"ers and out do co"petition #an

organi!ed approach is re>uired. ere a se>uence of four decisions is discussed below.

1* S"ecifyin) The Ro(e Of Di%tribution?

' channel strategy should be designed within the conte&t of the entire "arketing

"i&. Cirst the "arketing ob%ecties are reiewed. Be&t the role assigned to product#

price and pro"otion are specified. Each ele"ent "ay hae a distinct role# or two

ele"ents "ay share and assign"ent.

' co"pany "ust decide whether distribution will be used defensiely or

offensiely. Under a defensie a fir" will strie for distribution that is as good as# but

not necessarily better than other fir"3s distribution. When an offensie strategy a fir"

use distribution to gain on adantage oer co"petitors.

2* Se(ectin) The Ty"e Of Ch&nne(?

nce distribution role in the oer all "arketing progra""ed has been

arranged on the "ost suitable type of channel for the co"pany3s product "ust be

deter"ined. 's this point in the se>uence# a fir" needs to decide whether "iddle"en.

onsider a "anufacture of co"pact disk G.D./ players if the fir"

decides to use "iddle"en# it "ust choose a"ong "any different types. 't the retail

leel the range of institution includes specialty audio< ideo outlets depart"ent stores#

discount houses. 'nother choice "ust be "ade if the fir"s decides to also use

wholesaling the type of "iddle"en.

3* Deter,inin) Inten%ity Of Di%tribution?

The ne&t decision relates to intensity of distribution# or the nu"ber of

"iddle"en used at the wholesalers and retail leels in a particulars territory . the target

"arket buying behaior and the products nature direct bearing on this decision.

!* Choo%in) S"ecific Ch&nne( 'e,ber%#

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The last decision is selecting specific fir"s to distribute the product. Cor

each ti"e of distribution# there are usually nu"erous specific co"panies fro" which to

choose.

When selecting specific to be a part of a channel a producer should assist

factors related to the "arkets# the products# its own co"pany# and the "iddle"en. Two

additional factors are whether to "iddle"en sells to be "arket that the "anufacture

wants to reach and whether the "iddle"en3s product "i pricing structure pro"otion

9 consu"er serice are all co"patible with the "anufacture3s needs.

0&ctor% &ffectin) the choice of ch&nne( of di%tribution#

There are seeral factors# which affect the choice of the channel of

distribution. So"e of the i"portant factors are as follows. ere the factors# which

effects the choice of the distribution are "ainly diided in to fie steps or groups. These

are as follows#

1* +roduct Ch&r&cteri%tic%

The product characteristics play and i"portant role in influencing the

channel selector. The "arketing "anager "ust be study uses of product# its fre>uency

of the purchase#pereshability rapidity of fashion change# the serice re>uired# its alue

and its bulk.

6* +urch&%e 0re9uency#

The "ore fre>uency purchase are "ade the "ore feasible it is for a

"anufacturer to use direct distribution. This re>uire e&tensie distribution# which

inoles a financial consideration.

:* +eri%h&bi(ity#

Perishable and fashionable products such as dairy and bakery products# fruits 9

egetables are "ust be placed in the hands of the final users as soon as possible after its

production. These usually re>uire "ore direct "arketing because of a dangers

associated with repeated handling and delays.

C* ei)ht Of +roduct?

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The products that are bulky# large in si!e and technically co"plicated are usually

by the co"pany to the consu"ers because of the difficulty of finding "iddle"en for

these lines.

D* Se((in) +rice +er Unit#

(f selling price per unit is low# the channel of distribution "ay be long as in case

of cigarette and watches. (f selling price is "ore the channel is "ore direct as in case of

teleision and radio.

E* St&nd&rdi7ed +roduct#

Standardi!ed product each unit of which is si"ilar in colour# weight# si!e#>uality etc. hae direct or lengthy channel of distribution.

2* '&ret 0&ctor% ; Con%u,er% 0&ctor%#

(n "arket or consu"er factors following characteristics are influenced

channel decision.

6* Con%u,er ; Indu%tri&( '&ret#

The producer of consu"er of product "ay choose a long channel inoling

wholesalers and retailers depending upon the nature of the product. (n case of industrial

product the channel is co"paratiely short because retailers serices are not re>uire in

such cases.

:*Nu,ber Of +urch&%e%#

Where nu"ber of consu"ers is large the channel "ay be indirect and serices of

wholesalers and retailers beca"e necessary. ,ut if consu"ers are few direct sale can be

entertained through representatie.

c* 8eo)r&"hic&( Di%tribution#

(f consu"er are geographical dispersed# the channel "ay long# in contrast if they

are concentrated the direct selling "ay be done.

D* Si7e Of Order%#

Where custo"ers purchase s"all >uantities fre>uency and regurally# lengthier

"arketing channel are indicated. (f the si!e of orders fro" the consu"ers is large the

channel "ay be shorter.

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3* Co,"&ny Or Enter"ri%e 0&ctor#

The choice of channel is also influenced by co"pany characteristics such

as its financial position# si!e# product "i "oral of its e"ployees# past channel

e&perience pre%udice and oer all "arketing policies.6* 0in&nci&( Re%ource%?

The financial strength of the co"pany deter"ines which "arketing tasks# it can

handle efficiently and which once are to delegate to "iddle"en. ' co"pany haing

good financial resources "ay engage itself in direct "arketing in profitable "anner.

' week financial position "ay force a co"pany to use financially strong

inter"ediaries een if this is not profitable.

:* Si7e Of The Co,"&ny#

' large co"pany already handling a wide line of products "ay be kin a good

position to take additional products of the sa"e way# usually directly. but a s"aller fir"

or one with narrower lines would find "iddle"en "ore practical.

C* +roduct 'i


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6* Econo,ic 0&ctor%?

When econo"ic conditions are depressed the producers proper shorter channels

to cut costs. (f there is "ulti point ta& on scale# the line should be shorter to aoid the

ta& burden of the consu"ers and they prefer to scale directly to the retailers onconsu"ers.

:* Soci&( 0&ctor%#

Social factors such as distribution through black "arketing inoles >uestion of

the ethics and in%urious to society Thus aboe factors influence the channel decision of

the product and the producers does not always en%oy co"plete freedo" in selecting

"arketing channels.

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Co,"&ny +rofi(e

Introduction#-

Warana dairy pro%ect is a classic e&a"ple and e&cellent "anifestation

of rural creatiity in a real sense of the ter". Late Shree. Tatyasaheb Kore a legendary

na"e in a co operatie "oe"ent in (ndia and a ision of un"atched >ualities

founded the sugar factory in Warananagar in );4; and stone started rolling he set the

pace and neer looked back since the percentage of irrigated far"er benefited by the

sugar factory was hardly )4


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MBA Programme

(ndian 'r"y. Een the 6@H of total production of the adbury (ndia Ltd3s ,ournita

is produced fro" Warana Dairy. This si"ply reflects the >uality and efficiency of the

dairy. Warana Dairy has won "any awards for its >uality products and efficiency. The

dairy# in future# has a"bitious plans to enture into products like branded cheese#

pasteuri!ed butter# beerages and ice crea"s. This will surely bring "any credentials

and laurels to Warana. Warana cattleuality cattle

feed# which is supplied to the far"ers for their cows and buffaloes# at subsidi!ed

prices.

/oc&tion#-

The present site of Warana Dudh Sangh is in '"rutnagar 9 happens to the ideal

location. (t needs all its re>uire"ents as it is surrounded by illages3 "ilk is easily

aailable.

Hi%tory 5 Dee(o",ent#-

Warana dairy pro%ect enrisages an intensie and integrated approach for dairy

deelop"ent in its area of operation and accordingly has undertaken sche"e of "ilk

production i"proe"ents such as cross breeding of cows# upgrading of buffaloes

eterinary serices updated "ethod of fooder production and its own dairy plant for

processing and "anufacturing of "ilk products co"prehensie sales organi!ation is

also established to arrange sale of "ilk products i.e.# sla""ed "ilk powder# whole

"ilk powder #ghee# butter #shrikhand etc.

The agricultural finance corporation depart"ents in );80 approed the technical

and econo"ic feasibility report of *Warana Dairy Pro%ect+. The central Aoern"ent

issued factory license in );81


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MBA Programme

oupled with "odern technology is the co""it"ent to >uality# "ost i"peratie for

"ilk products# which re>uires sensitie handling. Each product is put through

rigorous >uality tests# does it go for packing. Dealers are also aware about the set

standards of >uality to ensure the custo"er gets nothing short of the best. 'n e&a"ple

of e&cellence is reflected in the trust the (ndian $ilitary has placed in Warana product

Sta"ina# a "alted product# for which it has placed a "a""oth order of 44@ "etric

tones.

D&i(y need%#-

To procure collect test store and supply good clean "ilk and to arious needs of

daily far"ers like cattle feed# "edicine# concentrated seeds etc. societies are proided

subsidy to construct building as per approed plans.

Tr&inin) #-

onstant up gradations of e"ployees skills9 knowledge is achieed by

i"parting training in there respectie fields like eterinary serices accountancy# "ilk

testing etc. Dairy organi!es

Jarious co"petitions and "eals Gget together/ for >uantities and >ualitatie

i"proe"ent of "ilk yield and organi!ing all the aspect of working of society.

+oer "(&nt#-

To keep pace with the ti"e Warana Dudh Sangh has i"ported power plant fro"

'ustralia with its e&cellent capacity of 14 $.T. per day to run with better speed and

techni>ue.

Co-8ener&tion "(&nt #-

ost of electricity and continuous electricity supply is the key factor in the

cost of production keeping this in "ind they installed 00 "ega watt capacity couarters were built

in );84. 'll these building hae been e&panded in last 4 to 8 years according to re>uire"ent.

Total building cost is -s. )8@ Lakh.

2* 'i( Co((ection#

Sangh started "ilk collection about )#;4@ Liters on any aerage per day in the year );8@ and

reached to 0#@8#046 liters on an aerage per day in );;6


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MBA Programme

The Sangh continued their sincere efforts for "arketing "ilk and "ilk products and due to good

>uality of "ilk# reasonable price# pro"pt consu"ers and thus sale of "ilk started increasing day

by day.

The Sangh has started "arketing of "ilk in Pune fro" year );;6


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MBA Programme

1/ Training is organised for society personal to train the" in society "anage"ent.

2.3+roduct=% Of &r&n& Dudh S&n)h

&r&n& ,i(#-

Cresh dairy "ilk of high nutritional alue is their "ainstay product.(t is aailable

as buffalo 9 cow "ilk. Daily about 0#@@#@@@ liters of buffalo "ilk is supplied to

$u"bai 9 )#@@#@@@litres to other "arkets# in half liter and )litre packs.

&r&n& Shrih&nd#-

' traditional product popular in western (ndia# this fer"ented product contains

useful lactic acid# bacteria 9 is "ade by "i&ing concentrated curd Gchukka/ with

sugar# condi"ents# fruits# nuts etc.thus has the nutritional adantages of a fer"ented

"ilk product and is rich in "ilk protein. Warana is the first organi!ed dairy in

$aharashtra to "anufacture Shrikhand on and industrial scale. Shrikhand is "arketed

in bada" pista 9 Kesar elaichi arieties aailable in )@@g"# 04@g"# 4@@g" plastic

cups and )@@g"# 04@g"# 4@@g" in polypacks. Warana has proed to be the "arket

leader in Shrikhand. haracteri!ed by a uni>ue "anufacturing techni>ue that blends

tradition with technology Warana Shrikhand has beco"e the "ost popular brand

aailable. erall sales for 0@@)


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'flaour appricated world wide strawberry is now a high de"and kind of

Shrikhand .The specialty through is that Warana it self grows these strawberry twice a

year# aailable in )@@g"9 0@@g" plastic cups.

Si,,ed 'i( +oder#-

$anufactured by dry ski""ed "ilk with spray drying technology after PreTalsande#Tal.atkanangale#

Dist. Kolhapur Ph. Bo. G@01@/0284)):

Shri. ?i(&%r&o Y&%h&ntr&o +&ti(#?ice-Ch&ir,&n>$angale# Tal. Shirala Dist.

Sangli Ph.Bo.G@0124/00@@1:

Shri. 6n&ndr&o Dhondie&, 8h&t&)e>

Director> 'arale# Tal. Panhala Dist. Kolhapur

Ph Bo. G@010:/024)@0I@1

Shri. :&(&%o Tu&r&, @h&de>

Director>Satae# Tal. Panhala#

Dist. Kolhapur# Ph Bo.G@011:/024)1:

Hon=b(e ?in&y ?i(&%r&o @ore>

'ini%ter of Non-Conention&( Ener)y>

Director>Warananagar# Tal.Panhala#

Dist. Kolhapur Ph.Bo.G@010:/002@44

Shri. Ne,)ond& R&i)ond& +&ti(>

Director>Kini# Tal. atkanangale#

Dist.Kolhapur Ph.Bo.G@01@/00161@0)

Shri. 6n&dr&o :h&u%&heb +&ti(>

Director>Khochi# Tal. atkanangale

Dist. Kolhapur# Ph.Bo.G@01@/0182)1:

Shri. S&,"&tr&o R&,ch&ndr& +&ti(#

Director>Koregaon# Tal. Walwa#

Dist. Sangli Ph.Bo.G@0120/026@1)

Shri. 6nn&%&heb :&bur&o De%&i>

Director>,hendawade#Tal.atkanangale

Shri. 6run :&b&%o +&ti(>

Director>Khu"bho%#Tal.atkanangale



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MBA Programme

Dist. Kolhapur# Ph.Bo.G@01@/018@))) Dist.Kolhapur# Ph.Bo.G@01@/04:2201

Shri. Hindur&o R&n)r&o A&dh&>

Director>,ahireadi# Tal.Panhala#


Shri. 8un&ndh&r Ain"&( '&de>

Director>,uwache Wathar#

Tal.atkanangale#Dist.Kolhapur# Ph.Bo.G@01@/0182@0:

Shri. 'e&de @und(i +&ti(>

Director>Kekhale# Tal.Panhala#

Dist. Kolhapur# Ph.Bo.G@010:/0060@;

Shri. 'oh&n N&r&y&n 8odbo(e>

Director>Kodoli# Tal. Panhala#

Dist. Kolhapur Ph.Bo.G@010:/00112@

Shri. Sh&,r&o Niruti +&ti(>

Director>Washi# Tal. Walwa#

Dist. Sangli Ph.Bo.G@0120/0464@1

Shri. :&(&%o :&jir&o +&ti(>

Director>'itawadeKhurd#Tal.Walwa#

Dist. Sangli Ph.Bo.G@0120/046@14

Shri. '&h&eer A&)ond& +&ti(>

Director# Bagoan# Tal.atkanangale

Dist. Kolhapur# Ph.Bo.G@01@/026::88

Shri. ?i%h&% :&"u @o(e&r>

Director>Pokhale# Tal. Panhala#


Shri. R&j&r&, '&h&de

De%h,uhBChou)(e*>

Director>Paragaon# Tal.atkanangale

Dist. Kolhapur# Ph.Bo.G@01@/0288101

Shri. Shi&ji R&,ch&ndr& @&"&re>


Dist. Kolhapur Ph.Bo.G@010:/002@0@

Shri. 6bhijeet Shi&jir&o +&ti(>Director>hikurde# Tal.Walawa

Dist. Sangli Ph.Bo.G@0120/04;@24

Shri. Shi&ji '&h&de A&n)&,>Director>Makhale# Tal. Panhala#

Dist. Kolhapur Ph.Bo.G@010:/0060);

Shri. Shri"&ti 8&n"&ti +&ti(>

Director>Makhale# Tal. Panhala#

Dist. Kolhapur Ph.Bo.G@010:/0060);

Shri. C. N. 8u(&e>

'&n&)in) Director> Tatyasaheb Korenagar#

Tal. Panhala#

Dist. Kolhapur Ph.Bo.G@010:/002040

'r%. +r&,i(& N&,de Ner(e&r>

Director>Paragaon# Tal.atkanangale

Dist. Kolhapur# Ph.Bo.G@01@/02880)2

'r%. +r&it& Shi&jir&o S&(&"e#

Director>Jadgaon# Tal.atkanangale

Dist.Kolhapur# Ph.Bo.G@01@/028)))2

'r%. Rihini Di(i"u,&r De%h,uh>


Dist. Kolhapur# Ph.Bo.G@010:/002::)

'r%. Shobh& +r&&%h +&ti(>

Director>Kande# Tal. Shirala

Dist. Sangli Ph.Bo.G@0124/000246

Objectie% of the or)&ni%&tion#-

1* Socio econo"ic deelop"ent of rural far"ers.



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MBA Programme

2* To proide high >uality of "ilk 9 "ilk products.

3* Aiing facilities to e"ployees as far as possible.

!* To increase the sale of Warana "ilk 9 "ilk product.

u&(ity tru(y Intern&tion&( #-

Warana has been recently awarded the (SD ;@@0 certification. 'nd thatOs not all#

Warana will be 'P certified in the near future. Thus increasing the e&port of its

>uality products world oer.

:&n2er% #-

,ank of (ndia

State ,ank of (ndia

Shri. Warana o


25/53

MBA Programme

S&(e% T&< 6di%or#-

$r. Sharad Deshpande

$r. Mayant Dodawad.

Or)&ni7&tion% hich &tt&ched to &r&n& S&n)h #-

'"rut Seak Sahakari Patsanstha

Saitri $ahila 'udyogic Sahakari Sanstha.

'"rut Ka"gar Kalyan Krida $andal.

'"rut ,hagini $andal.

Drath"ic Dudh Seak Sahakari Patsanstha.

Tatyasaheb Kore Dudh Sakhar Jahatuk Sanstha Ltd.

N&,e of Co,"etitor% #-

Eery organisation there are so"e co"petitors co"pany "ost be their in the

"arket like.

)/ AokulDudh

0/ $orana Dudh

1/ Wala Dudh G Krishna Dudh/

2/ $ayur Dudh

4/ Siddhi Jinayak Dudh

+rofit %h&rin)#



26/53

MBA Programme

6chiee,ent%

1. Cirst pri!e for the best technical efficiency at national leel for the season

);::


27/53

MBA Programme

$. ,est Technical Efficiency 'ward at Bational Leel fro" entral Aoern"ent

during );;)


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MBA Programme

1F. Cirst pri!es fro" united Western ,ank Ltd. To the $anaging Director# Shri.

J.S. haan for his work in Warana o


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MBA Programme

3. ,est Sugarcane Deelop"ent 'ward for the Season 0@@@uestionnaire is used. So that all the infor"ation fro" the dealers

can be obtained. The response fro" the dealers is a great e&perience. ,ecause so"e

dealers are positie 9 so"e are negatie. So"e dealers gie the detailed infor"ation

but so"e dealers hide infor"ation.

Cro" the aboe infor"ation# ( study the present distribution channel of

Warana dudh sangh. The infor"ation or data# which is collected fro" the dealers are

analy!ed and interpreted as follows.

BVU Institute of Management, sangli 0;


30/53

MBA Programme

1Co((ection of 'i(

T&b(e no .1 The table showing the collection of the "ilk during the year.

Sr.No. +&rticu(&r 23-! 2!-$1 ,uffalo "ilk 4#:@#0;#;;@ 4#:6#)2#8;@

2 ow "ilk 1#04#)4#04: 0#6@#)8#@8)3 Total "ilk ;#@4#24#02: :#26#1)#:6)

! '.Per day 0#2:#@6; 0#1)#:6:

$ ,.$.Per day )#4:#;:6 )#6@#4::

.$.Per day :;#@:0 8)#08;

The aboe table shows that the collection of "ilk during the year 0@@1


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MBA Programme

T&b(e no -2

Sr.No. +&rticu(&r 23-!'t.Tone 2!-$ 't.Tone

1 Ahee )@[email protected] ;2:.:6

2 Shrikhand )::@.)0 0@8;.0

3 Doodh Powder 0)88.@@ );;@.:! LassiG0@@"l ,ags/ 01;).;1 );[email protected]

$ Table ,utter 12;.6: 0:8.2:

heese )6.)00 04.88:

F Paneer 1;.081 66.628

The aboe table shows that# shrikhand# cheese and paneer productions are

increased but ghee# table butter# lassi#doodh powder productions are decreased this

year.

8r&"h no -2

The )r&"h %hoin) +roduction of ,i( "roduct%#-

3Se((in) of ,i( "roduct%T&b(e no -# 3

Sr.No +&rticu(&r 23- 2!-$'t.Tone

BVU Institute of Management, sangli 1)


32/53

MBA Programme

. !'t.Tone

1 Ahee 8:4 :42.2

2 Shrikhand ):4@ );;2.):

3 Doodh Powder 0@)4 ):0@.)@

! LassiG0@@"l,ags/ 000: );@2.))8$ Table ,utter 0;: 02:.)1

heese )2.44 06.12

F Paneer [email protected];) 66.)8

's per as dairy products are concern it is ery i"portant to sell the "a&i"u"

"ilk products instead of selling the only "ilk. This dairy is haing 8 products ghee#

shrikhand doodh powder# lassi# table butter# cheese and paneer.

The table shows that sells of products are satisfied. Cor sell of the products

dairy should try to "ake brand i"age of the products in the "ind of custo"ers.

The graph below shows that the selling of doodh powder and lassi are

decreased but selling of cheese#ghee#paneer has increased this year. Shrikhand and

table butter is constant.

8r&"h no-3

! +rice of ,i(



33/53

MBA Programme

T&b(e No #!

The table showing Dealer3s opinion about price of "ilk.

Price is ery i"portant for the selling of products. (t directly affect on the

custo"er buying decision.

Cro" the aboe table it is found that the all dealer are satisfied with the "ilk

price. 'll of dealers are agreed that the price of all products are not high or e&pensie.

Dairy has to see the co"petitor price 9 "aintain price as co"pared to

co"petitor.

8r&"h no.!

The graph showing Dealer3s opinion about price of "ilk.

BVU Institute of Management, sangli

O"inion6bout

+rice

No. Of De&(er% +ercent&)

e

igh @ @

Low @ @

'ffordable 04 )@@

Total 04 )@@

11


34/53

MBA Programme

u&(ity of 'i( 5 'i( +roduct%

T&b(e no. $

The table showing >uality of Warana "ilk.

u&(ity Of 'i( No.Of De&(er% +ercent&)e

6er&)e 1 )0

8ood ; 16

:e%t )1 40Tot&( 04 )@@

The >uality of "ilk is directly affect the sales of "ilk. So gie a good >uality

of "ilk is ob%ectie of co"pany.

The aboe table show that "a%ority of 40H dealer opinion about >uality of

Warana "ilk is the best.

Ch&rt no.$The chart showing percentage of >uality of Warana "ilk.

Quality Of Milk

12%

36%52%

Average

Good

Best

The aboe graph shows that "ost of dealers are satisfied with the >uality of

"ilk.



35/53


36/53

MBA Programme

T&b(e No.F

The table showing >uality of '"rakhand.

u&(ity of

6,r&h&nd

No.OfDe&(er% +ercent&)e

8ood )2 46

S&ti%f&ctory )) 22

/o @ @

Tot&( 04 )@@

The >uality of a"rkhand is affect on the sell of the a"rkhand. So that the>uality of a"rkhand is the ob%ectie of Sangh.

The aboe table show that 46H dealers opinion about >uality of a"rkhand is

good. and 22H dealers opinion is satisfactory.

Ch&rt No.F

The chart showing >uality of '"rakhand.

The aboe graph shows that all of dealers are satisfied with >uality of

a"rkhand.

T&b(e No.

The table showing >uality of Lassi.


Amrakhand

56%

44%

0%

Good

Satisfactory

Low


37/53

MBA Programme

u&(ity of /&%%i No.Of De&(er% +ercent&)e

8ood )) 22

S&ti%f&ctory )2 46

/o @ @

Tot&( 04 )@@

The >uality of lassi is affect on the sell of the lassi. So that the >uality of lassi

is the ob%ectie of Sangh.

The aboe table show that 22H dealers opinion about >uality of lassi is good.

and 46H dealer3s opinion is satisfactory.

8r&"h No.The Araph showing >uality of Lassi.

The aboe graph shows that all of dealers are satisfied with >uality of lassi

T&b(e No.G

The table showing >uality of Ahee.

u&(ity of 8hee No.Of De&(er% +ercent&)e

8ood ); 86

S&ti%f&ctory 6 02

/o @ @

Tot&( 04 )@@


44 56

00

20

40

60

Pe

rcentage

Good LowSatisfactory

LassiPercentage


38/53

MBA Programme

The >uality of ghee is affect on the sell of the ghee. So that the >uality of ghee

is the ob%ectie of Sangh.

The aboe table show that 86H dealers opinion about >uality of ghee is good.

and 02H dealers opinion is satisfactory.

Ch&rt No.G

The chart showing >uality of Ahee.

The aboe graph shows that all of dealers are satisfied with >uality of ghee.

T&b(e No.1

The table showing >uality of heese

u&(ity of Chee%e No.Of De&(er% +ercent&)e

8ood 0@ :@

S&ti%f&ctory 4 0@

/o @ @

Tot&( 04 )@@

The >uality of cheese is affect on the sell of the cheese. So that the >uality of

cheese is the ob%ectie of Sangh.

BVU Institute of Management, sangli 1:

Ghee

6%

24% 0%

Good

Satisfactory

Low


39/53

MBA Programme

The aboe table show that :@H dealer3s opinion about >uality of cheese is

good. 'nd 0@H dealers opinion is satisfactory.

8r&"h No.1

The Araph showing >uality of heese.

The aboe graph shows that all of dealers are satisfied with >uality of cheese.

T&b(e No.11

The table showing >uality of Table ,utter.

u&(ityofT&b(e :utter. No.OfDe&(er% +ercent&)e

8ood )2 46

S&ti%f&ctory )) 22

/o @ @

Tot&( 04 )@@

The >uality of table butter is affect on the sell of the table butter. So that the

>uality of table butter is the ob%ectie of Sangh.

The aboe table show that 46H dealers opinion about >uality of table butter is

good. and 22H dealers opinion is satisfactory.


80

2000

20

40

60

80

Percen

tage

1 2 3

Good Satisfactory Low

Cheese

Percentage


40/53

MBA Programme

Ch&rt No.11The chart showing >uality of Table ,utter.

The aboe graph shows that all of dealers are satisfied with >uality of table

butter.

T&b(e No.12

The table showing >uality of $ilk Powder.

u&(ityof'i(+oder No.Of De&(er% +ercent

&)e

8ood )2 46

S&ti%f&ctory )) 22

/o @ @Tot&( 04 )@@

The >uality of "ilk powder is affect on the sell of the "ilk powder. So that the

>uality of "ilk powder is the ob%ectie of Sangh.

The aboe table show that 46H dealers opinion about >uality of "ilk powder

is good. and 22H dealers opinion is satisfactory.

8r&"h no -12

BVU Institute of Management, sangli 2@

Table utter

Good

!"#

Satisfactory

$$#

Low

%#


41/53


42/53

MBA Programme

The aboe table show that 86H dealer3s opinion about >uality of packing of

a"rkhand lassi and table butter is good. and :2H dealers opinion about packing of

ghee and cheese is also good. and )@@H dealers opinion about packing of shrikhand is

good. The >uality of packing of "ilk powder is 46H with aerage the dealers opinion

about the packing of "ilk is :@H.

8r&"h No-13

The aboe graph shows that all of dealers opinion about packing of arious

"ilk products.

1! +(&ce B6&i(&bi(ity of "roduct*

T&b(e No. 1!

The table showing Dealer3s opinion about aailability of products.

'ailability of products Bo.of dealers Percentage

-egular 04 )@@

(rregular @ @

Total 04 )@@


O&inion About Quality of Packing

80 100

6 6 84 84 644

20

0

24 24 16 16 2456

0 0 0 0 0 0 0 0

%

'%

$%

"%

(%

)%%

)'%

Milk

Sh

rikh

and

Amrakh

and

Lassi

Gh

ee

Ch

eese

Table

butt

er

Milk

&owder

&ercentag

e

good average "oor


43/53

MBA Programme

To gie better serice to the custo"er it is "ost i"portant to "ake aailable

the products at the right place and at the right ti"e.

The aboe table show that the dairy is )@@H successful in "aking the aailability of

products to the place of dealers. (t "eans dairy should "ini"i!e the proble"s of

transportation and "akes the product aailable to the dealers. (f "ilk reach late to the

dealer the >uality of "ilk will disturb.

8r&"h No.1!

The graph showing aailability of products.

1$ 6&i(&bi(ity of Credit 0&ci(ity

Table No. 15

The table showing aailability of credit facility.

6&i(&bi(ity of credit

f&ci(ity

No.of de&(er% +ercent&)e

Ye% )2 46

No )) 22

Tot&( 04 )@@

(n the pro"otional actiity the three things are included adertising# credit

facility# install"ent facility. These three things are "ost i"portant to increase the sale.


100

0

0

20

40

60

80

100

Percentage

1 2

*egular +rregular

A,ailability Of Products

Percentage


44/53

MBA Programme

The aboe table shows that 46H dealers getting credit facility.

So in so"e critical situation the dairy hae need to gie credit facility to

dealer. (f the dealers are "otiated by gien this facility then they will work with keen

interest

Ch&rt No.1$The chart showing aailability of credit facility.

1 Co,,i%%ion 0or de&(er

T&b(e No. 1

The table showing co""ission for Dealer.

Co,,i%%ion for De&(er. No.of de&(er% +ercent&)e

S&ti%f&ctory 02 ;6

Un%&ti%f&ctory ) 2

Tot&( 04 )@@

o""ission of dealer is one of the i"portant factors. The interest of dealersdepends upon the co""ission gien to the".


Avai#a$i#ity of credit faci#ity

es

56%

&o44%


45/53

MBA Programme

The aboe table shows that ;6H dealers are satisfied about co""ission. and

only 2H unsatisfied about co""ission.

Ch&rt No.1The chart showing o""ission for Dealer.

1F Ti,e of de(iery

T&b(e no.1F

Sr.no. +reference No.of de&(er +ercent&)e

1 Ceasible 04 )@@

2 Unfeasible @ @

(t is i"portant that the to "ake an aailable product at the right place and right

ti"e. The aboe table shows that the deliery of "ilk and "ilk products are feasible.

)@@H dealers are opinion that ti"e of deliery is feasible. The "ilk is reach to the

dealer at right ti"e. This is big positie point of the dairy to reach the "ilk and "ilk

products at the right ti"e.

8r&"h no -1F


1 2Percentage

4

96

Satisfactory -nsatisfactory

Commission .or /ealer


46/53

MBA Programme

The aboe graph shows the ti"e of deliery of the products supplied by the co"pany

to the dealers.

Di%tribution Ch&nne( of &r&n& 'i( 5 'i( "roduct%#

The pattern of Distribution hannel of Warana "ilk 9 "ilk products is #

$anufactureQQQ..DealerQQQusto"ers.

Though the pattern of distribution channel is si"ple # the dairy "ust study the

following design of distribution channel

1*De%i)n of di%tribution ch&nne( ?

The dairy "ust take care of the following points while designing of the

distribution channel.

&* oerage of target "arket.

b* 'nalysis of product.

c* Transport.

d* andling.

e* 'ccounting.

f* rgani!ation resources for "atching the channel design.

)* To see the co"petitors channel pattern.

h* Deelop a alternatie channel design and selection of one that suit the

organi!ation "ost.

2* Se(ection of de&(er%#-



47/53

MBA Programme

The dairy "ust concentrates on the >ualities of the dealers# while selecting

the dealers.

The dairy will think following points while selecting the dealers.

&*Dealers business capacity.

b*Dealers business reputation.

c*Dealers financial capacity 9 willingness to inest in the line.d*Dealers relation with custo"ers.

e* Dealers e&periences.

f* Dealers opinion 9 attitude about the dairy.

)* Dealers social status.

0indin)% 5 Su))e%tion%

0indin)%



48/53

MBA Programme

'ny study cannot end without the finding in it .so after the deatailed study

following are the so"e i"portant findings.

)/The production of shrikhand# cheese 9 paneer is increased in 0@@2uality

shrikhand#a"rakhand#ghee#cheese# Table butter9dudh powder but so"e are

the only satisfied.

8/ The "a%ority of dealers are haing satisfactory opinion about >uality of

lassi and so"e are haing good opinion.

:/ The packing of "ilk products is not so "uch attractie. This affects the

de"and of product in the "arket.

;/ The deliery of "ilk products are feasible about )@@H dealers are agree

that deliery of "ilk is feasible.

)@/ nly 46H dealers are getting credit facility by dudh sangh.

))/ $a%ority dealers are satisfied about the co""ission.

BVU Institute of Management, sangli 2:


49/53

MBA Programme

)0/ So"e dealers are co"plaints about the leakage of packaging.

Su))e%tion%

1* The dairy should be appoint the agent areaualities of the dealers

9 restrict the" for particular territory.

3*

!* To search the area where the "ilk is not reached 9tries to cell "ilk in

those areas.



50/53


51/53

MBA Programme

:I:/IO8R6+HY

)/ $arketting $anage"ent< Philip Kotler

0/ $arketting $anage"ent


52/53

MBA Programme

igh low affordable

6Ruality of Warana "ilk ?

'erage Aood ,est

8Ruality of shrikhand ?

'/Warana? Aood Satisfactory Low

:Ruality of a"rakhand ?


;Ruality of Lassi?


)@R uality of Ahee?


))R uality of heese?


)0R uality of Table butter?

a/ Warana? Aood Satisfactory Low

)1R uality of Dudh powder?


)2Rpinion about uality of packages for Warana products?

'/Shrikhand? Aood 'erage Poor

,/'"rakhand? Aood 'erage Poor

c/$ilk? Aood 'erage Poor



53/53

MBA Programme

D/Lassi? Aood 'erage Poor

E/heese? Aood 'erage Poor

C/Table ,utter? Aood 'erage Poor

A/Dudh powder? Aood 'erage Poor

/Ahee? Aood 'erage Poor

)4R'ailability of Product?

-egular (rregular

)6Rredit facilities obtained fro" the co"pany?

Nes Bo

)8Rredit for the days ? )@G / 0@G / 1@ 6@ ;@ aboe

):R Deposited Pay"ents?

Nes Bo

-s

phalake warana distritbution channel

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