Summer Training Report On Sudha Ice-Creams
Summer Training Report On Sudha Ice-Creams
Summer Training Report On Sudha Ice-Creams
Sale volume of branded ice-cream in Patna & market share of SUDHA brand ice- cream in Patna town (Urban area).
By
Vivek Raj
Batch 2011-2013
Declaration Form
I hereby declare that the Project work entitled Perception about Sudha products submitted by me for the Summer Internship during the Post Graduate Program to IILM Graduate School of Management, Greater Noida is my original work and has not been submitted earlier either to IILM or to any other Institution for the fulfilment of the requirements for any other course of study. I also declare that no chapter of this manuscript, either in whole or in part, is copied from any other document.
Table of contents
Declaration certificate ..2 Executive summary...4 Acknowledgement5 Introduction...6 Objectives.....12 Methodology of research..13 Different programmes running under COMFED.14 Competitors profile.19 Descriptive summary22 Analysis23 Findings & Recommendations.33 Summary & conclusions..34 Learning from the SIP..36 Sample Questionnaire..37 References & Appendices39 Organization information docket.40 Survey excel Prinout41
Executive Summary
I am feeling privileged to be a part of IILM Graduate School of Management, Greater Noida. I did my Summer Internship with the Bihar State Cooperative Federation (COMFED) a FMCG sector company under the brand name SUDHA. The title of my project is To ascertain sale volume of branded icecream in Patna & market share of SUDHA brand ice-cream in Patna town (Urban area). The project basic objective is to evaluate the stand of Sudha Brand in Patna market Vis a Vis competition and the areas of improvement. In todays competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. The information regarding the activities of competitors in the market can help us to plan our each activity according to that. It is also necessary to retain the existing customer apart from attracting the new customers this will not only increase our customer base but will also build the trust, which is an integral part of any business to survive in the market. The project is concern with to determine the product penetration percentage level of Sudha brands (ice-cream). This product is included as a part of summer internship, PGDM (IB) course, IILM Graduate School of Management. The duration of the project was of seven weeks, which got started on 14th of May 2012. The research report is based on to know the followings: Consumption of flavoured ice-cream. Age group consuming flavoured ice-cream. Comparison of other branded and local flavoured ice-cream. Awareness of consumer towards the brand of Sudha. Consumer preference for different brands and flavours. Consumption level of flavoured ice-cream within a week. Point of purchase and availability of the products of Sudha brand. Drivers for the brand Sudha. (Likes & dislikes) Demographic data of the consumer.
Acknowledgement
At the very outset I would like to express my heartfelt gratitude to Bihar State Milk Co-operative Federation Ltd for allowing me to contribute, though modestly, in the functioning of COMFED, which has the unique distinction of being the most competitive milk market of east India by way of my research project which we all found very interesting & challenging. My thanks are due to Mr. Prakash who was very kind in explaining to me the challenge that lay ahead of us and also for allowing me to make liberal use of his knowledge, resource & patience. I feel grateful to him for allowing & encouraging me to pursue my research with utmost objectivity, fairness and flexibility. I feel indebted to Mr. Shashi Bhusan Singh , Mr. Shashikant, Mr. Upendra Kumar Singh , Mr. Anuj Kumar Pandey , Mr. Jawahar Lal, Mr Avinash Patel & many more for explaining to me the intricacies & peculiarities of milk business which came handy on various occasions & allowed me to retain my focus & finish our research with the satisfaction of a job well done. I would also like to thank all those people at Bihar State Milk co-operative Federation Ltd who though being total strangers to us lifted my spirit with their cheerful smile & gave us the courage & inspiration to work zealously on the project assigned to me & do justice to it. I am extremely thankful to my Faculty Guide Tripti Ghosh at IILM Graduate School of Management for her invaluable Guidance and Suggestions during my Training which I learned during her lectures. I would also like to express our gratitude towards our parents from whom I have inherited all the desired virtues & to whom I look up to as living inspirations. Last, but by no means the least, I would like to pay obeisance to the Almighty God for bestowing on me his blessings & also for being on my side when the challenge seemed insurmountable & the going was tough. My unshakeable faith in Him allowed me to take this research to its logical conclusion.
Introduction
Traditionally, in India dairying has been a rural cottage industry. Semicommercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. In earlier years, many households owned their own family cow or secured milk from a neighbour who had one. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production, problems of sanitation etc. restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas. The Indian Dairy Industry has made rapid progress since independence. A large number of modern milk plants and product factories have since been established. These organised dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand. India with a population of more than 120 crores is potentially one of the largest consumer markets in the world. With urbanization and development of economy, tastes and interests of the people changes according to the advance nation.
Marketing is about winning this new environment. It is about understanding what consumers wants a supplying its more efficiently and more conveniently. The consumer market may be identified as the market for product and service that are purchased by individuals as household for their personal consumptions. Milk is typical consumer products purchased by individuals for many purposes primarily making tea and sweets. The market of milk is also facing a competition and many companies are floating in the market with their products with different brand names. In such a situation different factors which influence the people choice of milk are taste and quality. So, marketing is both philosophy and technology. It is technology because it suggests ways and means for effective production & distribution of goods and services in the market to give maximum satisfaction to the consumer the marketing manager is responsible for both determining and suitability of goods and services in the market to give maximum satisfaction to the consumer.
Ice cream contains non-fat solids (the non-fat, protein part of the milk), which contribute nutritional value (protein, calcium, minerals and vitamins). Non-fat dry milk, skim milk and whole milk are the usual sources of non-fat solids. The sweeteners used in ice cream vary from cane or beet sugar to corn sweeteners or honey. Stabilizers, such as plant derivatives, are commonly used in small amounts to prevent the formation of large ice crystals and to make a smoother ice cream. Emulsifiers, such as lecithin and mono- and triglycerides, are also used in small amounts. They provide uniform whipping qualities to the ice cream during freezing, as well as a smoother and drier body and texture in the frozen form. These basic ingredients are agitated and blended in a mixing tank. The mixture is then pumped into a pasteurizer, where it is heated and held at a predetermined temperature. The hot mixture is then "shot" through a homogenizer, where pressure of 2,000 to 2,500 pounds per square inch breaks the milk fat down into smaller particles, allowing the mixture to stay smooth and creamy. The mix is then quick-cooled to about 40F and frozen via the "continuous freezer" method (the "batch freezer" method) that uses a steady flow of mix that freezes a set quantity of ice cream one batch at a time. During freezing, the mix is aerated by "dashers," revolving blades in the freezer. The small air cells that are incorporated by this whipping action prevent ice cream from becoming a solid mass of frozen ingredients. The amount of aeration is called "overrun," and is limited by the federal standard that requires the finished product must not weigh less than 4.5 pounds per gallon. The next step is the addition of bulky flavourings, such as fruits, nuts and chocolate chips. The ingredients are either "dropped" or "shot" into the semisolid ice cream after it leaves the freezer. After the flavouring additions are completed, the ice cream can be packaged in a variety of containers, cups or moulds. It is moved quickly to a "hardening room," where sub-zero temperatures freeze the product to its final state for storage and distribution.
Different milk unions, which are organizing the DCS network in these districts
I. II. Vaishali Patliputra Dugdh Utpadak Sahkari Sang Ltd (VPMU), Patna - Patna, Vaishali , Nalanda, Saran, & Sheikhpura Deshratna Dr. Rajendra Prasad Dugdh Utpadak Sahkari Sangh Ltd. (DRMU) Barauni Begusarai, Khagaria, Lakhisarai, and parts of Patna. Tirhut Dugdh Utpadak Sahkari Sangh Ltd (TIMUL), Muzaffarpur Muzaffarpur, Sitamarhi, Sheohar, E.Champaran, Siwan, Gopalganj, & West Champaran. Mithila Dugdh Utpadak Sahkari Sangh Ltd. (MMU), Samastipur Samastipur, Darbhanga & Madhubani Shahabad Dugdh Utpadak Sahkari Sangh Ltd. (SMU), Arrah Bhojpur, Buxar, Kaimur and Rohtas. Vikramshila Dugdh Utpadak Sahkari Sangh Ltd. (VIMUL), Bhagalpur Bhagalpur, Munger, Banka and Jamui.
III.
IV. V. VI.
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Methodology of Research
The market survey was conducted on Ascertaining the sale volume of branded ice-cream in Patna & market share of Sudha ice-cream in Patna town. This study was done at Bihar State Milk Co-operative Federation Ltd. Phulwarisharif, Patna covering the six distribution zones in Patna namely Phulwarisharif, Razabazar, Patliputra Colony, Kadamkuan, Kankarbagh & Patna City. The survey through questionnaire covers a wide range of activities and factors, which determine the response of customer about his/her dairy products specially, milk. The samples of 120 respondents (20/zone) were taken to represent the response of customer. The validity of the findings of this survey is limited to the period during which the field survey was conducted i.e. six weeks. o The survey covers feedback from users and sellers of Sudha Milk and milk products. o The study is done on survey method and suffers from this method. o The non users although they know the product but still they are not buying the products because of some short-comings. o Time is major constraint. o Some respondents & sellers did not co-operate. o Many respondents did not provide proper information due to biasness. o Tough climatic conditions were also not favourable. Because of this hindrance, it may not be possible to draw any major conclusions. However the conclusion that is drawn in this study can be considered as indicative or suggestive in nature.
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The seven weeks summer training is very important for a student of MBA. This type of study gives some practical knowledge of MBA students and practical knowledge has more relevance than theoretical knowledge for anyone. There is no certain formula for any particular problem but the aim of this study is to develop the ability of decision-making. Right decision at right time itself helps an organization to run smoothly. The training in any organization gives us an idea of different marketing activities and main emphasis is given on Promotional Activities Aspect and also it is seen how business is taken tactfully. When any problem comes to an executive, the way of problem solving right decision making and knowledge of different types of marketing activities gives much importance to this study.
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70000 60000 50000 40000 30000 20000 10000 0
Mastitis control Programme Deworming Veterinary Camps Feed & fodder (Figures in metric tonnes)
2005-2006
2006-2007
2007-2008
2008-2009
2009-2010
2010-2011
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Upcoming New Projects: o Jamui Dairy o Dehri-on-sone Dairy o Biharsharif Dairy Project
Liquid Milk Marketing moved up from 100.55 thousand litres per day in 198788 to 106.54 thousand litres per day in 1992-93. However, strategies adopted in 1993-94 changed the trend completely. The daily average marketing of liquid milk in 2006-2007 was 532.11 TlPD a fivefold increase as compared to 199293 was recovered. Marketing of milk and milk products is being done in about 105 towns/cities through 7982 (including 407 whole day booths/parlors) outlets in Bihar, Jharkhand and adjoining areas of these two states. Expanding the network of marketing and maintaining high quality standards has been the key to success.
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2004-2005
2005-2006
2006-2007
2007-2008
2008-2009
2009-2010
2010-2011
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160000 140000 120000 100000 80000 60000 40000 20000 0 2000-2001 2001-2002 2003-2004 2006-2007 2008-2009 2009-2010 2010-2011
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All the above mentioned above are the competitors to Sudha who plays a very dominant role in Patna City, but the two of the above, Amul & Anuj are the major competitors of COMFED in Patna as well as in Bihar market. Raj fresh milk of Anuj Dairy private ltd. is the major competition in fresh milk category to Sudha in Bihar whereas Amul is the biggest competitors in others milk related products to Sudha in Bihar market. Whereas in Ice-cream category there are various numbers of competition in Patna market to Sudha such as Snowball, Golden, Treat, Kwality walls, Vadilal, Cream Bell etc.
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Amul
Gujarat Cooperative Milk Marketing Federation GCMME: An overview
Gujarat Cooperative Milk Marketing (GCMMF) is Indias largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.
13 district cooperative milk producers union 3 million 15,322 14 million litres per day 3.5 billion litres 9.25 million litres 653 Mts. Per day 3821 Mts. Per day
Milk collection (Total 2010-2011) Milk Collection (Daily Average 2010-2011) Milk drying capacityCattle feed Manufacturing capacity-
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Descriptive Summary
In this research I have used both the methods of data collection i.e. primary & secondary. Primary data collected through questionnaire and secondary data is collected through in house journals, sales person and dealer/retailer. The basic focus of the survey was to do SWOT analysis of different brand of milk for Patna Dairy Project, Patna. Sampling method; Judgmental Sampling: The samples were on judgement and convenience. A sample size of 120 respondents was taken. The sampling unit was customers of Patna for which this sample size as considered a fair representative of the mentioned. The sample consisted of dealers/retailers spread over the entire area of the distributor. For analysis & interpretation of data the research used: Percentage = No. of Respondent/Total no. of respondents X 100 Research design:During the research I have used the descriptive and diagnostic research which is concerned with describing the characteristic of a particular individual, of a group, where as diagnostic research studies determine the frequency with which something occurs or its association with something else. In a descriptive or diagnostic study the first step is to specify the objectives with sufficient precision of ensure that the data collected are relevant.
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18%
18%
54%
100
50
0 Male Female
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Yes No 100%
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80 70 60 50 40 30 20 10 0 Yes No
44%
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Q.7. Do you know in how many flavours Sudha flavoured Ice-cream is available?
70 60 50 40 30 20 10 0 Yes No
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60 50 40 30 20 10 0 Refreshing Energetic
Better No change
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27%
Q.12. What you rank Sudha flavoured ice-cream milk as compared to other flavoured ice-cream available in the market (Amul, Raj, Danone, others).
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Q.13.In which field do you think Sudha flavoured ice-cream needs improvement?
5%
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Satisfactory
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WEAKNESS
Not sufficient amount of dairy outlets in places like Patna city, Kankarbagh Fewer margins given to the Outlet owners to match the existing competitors.
OPPORTUNITIES
There is scope of business as there is a demand for dairy products. Sudha Dairy should open more outlets to get the maximum advantage of the demand. Need to put more stress in the face-to-face direct marketing to reach the customers. The increasing demand for these products presents a great opportunity for the Sudha Dairy to increase and scale up the production.
THREATS
Increasing competition from the other brands like Raj, etc. Strong supply chain management by the competitors. Strong marketing strategy by competitors by offering the discount coupons to consumers and providing healthy commissions to the retailers.
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The respondents were using more of Sudha flavoured ice-cream when compared to any other products. The major problem faced by retailers/dealers is the supply problem i.e. problem with the distribution. The company should aim at improving its Supply Chain Management. The company should increase incentive that can increase retailers/dealers nominal income. This can be done through certain schemes that increase the overall sales. The company should get a proper feedback from retailers/dealers time to time. In case they are facing any problem it can be solved timely, without delays. There is a problem of date also being faced by retailers. The date printed in one day previous. If retailers get the same days milk in the evening (which is not so), the retailers can sell some of the same days milk in the evening itself and the remaining would be happily acceptable by people in the morning, next day.
COMFEDS success point to the critical importance of professional management that is free from political interference. Its horizontal production base and vertically integrated structure were conducive to broad membership and participation and its business design focused on sustaining the financial interest of members. - The World Bank
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Customers Questionnaire
1. Name & Address: 2. Age: . 3. Professional Profile : (a) Employed (c) House Wife
4. Which age group you belong to? (a) 10-20 (b) 20-30 (c) 30-40 (d) 40 & above 5. What is your gender? (a) Male
(e)
(b) Female
6. Are you a consumer of Sudha products? (a) Yes (b) No 7. Varieties of Sudha products you had? (a) Flavoured milk (b) Peda (c) Ice-cream (d) Others
(c) Dahi
8. Is Sudha flavoured ice-cream your favourite of all other Sudha products? (a) Yes (b) No 9. How often you have Sudha flavoured ice-cream? (a) Frequently (b) Occasionally (c) Rarely (d) Seldom 10. Do you know in how many flavours Sudha flavoured ice-cream is available? (a) Yes (b) No 11. How you find the quality of Sudha flavoured ice-cream? (a) Excellent (b) Very good (c) Good (d) Average 12. Sudha flavoured ice-cream tastes. (a) Tasty (b) Ok-Ok (c) Satisfactory (d) Bad
13. How do you feel after having Sudha flavoured ice-cream? (a) Refreshing (b) Energetic 37
(c) Better
(d) No change
14. How you rate Sudha flavoured ice-cream in terms of price? (a) Costly (b) Fair (c) Reasonable (d) Cheap & best 15. Where you rank Sudha flavoured ice-cream as compared to other competitors available in the market (Amul, Raj, others)? (a) Top (b) Next best (c) Average (d) Bottom 16. In which field do you think Sudha flavoured ice-cream needs improvement? (a) Price (b) Quality (c) Quantity (d) Availability 17. Will you advice others to have Sudha flavoured ice-cream? (a) Yes (b) No 18. How is the quality consistency of our product? (a) Excellent (b) Very good (c) Good (d) Satisfactory 19. How is the promotional activity of our organization? (a) Excellent (b) Very good (c) Good (d) Satisfactory
(e) Poor
(e) Poor
20. Would you like to give any suggestion for the improvement of Sudha products?
Place: . Date: ..
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