SUMMER INTERNSHIP PROJECT

ON

CREATE BRAND AWARNESS AND MARKETING CAMPIGAN

AT

SNA MILK AND MILK PRODUCT .PVT LTD.PUNE

Sumbited in partial fulilment of the requirment for the reward

Degree

IN

Master of business administration

Surydatta institue of management,pune

2018-2020

Guided By: Submited By:

Dr.Archna Lahoti Durgesh Harihar Raje

Associate Professor,

Suryadatta institue of management,pune

 Objective
 Creat brand awareness in existing market
 Understand present mraket competation
 Understand consumer behivour towards product
 Rune suceesful pramotional activites
 Understand market potentional for our product

Acknowledgement
I am using this opportunity to express my gratitude and deep
regards to MR. Samerprit Gupta (manager) for his valuable
guidance, support and encouraging words which helped me in
completing this task through various stages also I would like to give
thanks MR Bharat vinode , Miss. Priyanka mam, Niranjan For
helping me this entire project in different aspects.

I am extremely thankful and pay my gratitude to DR. Ketaki Kulkarni

(Training and placement department) & DR. Pratiksha wable for
conscientious guidance to accomplish this assignment

I would also thank my institution (Suryadatta institute of

management), Director DR .Shailesh kasande and my internal guide
Miss. Archana lahoti (professor) without her this project would
have been a distant reality

All above the mentioned people have left mark on this project and I
will always remain indebted to them.

1.Introduction and rational of the study

 Introduction to the tittle
“Create brand awareness And Marketing camping for Desi farms milk
products in PUNE”

1.2 Rational of the study:

Fast moving consumer goods (FMCG) sector is the 4th largest sector in Indian
economy. Growing awareness, easier access and changing lifestyle have been
the key growth drivers of the sector the urban segment (accounts for
revenue share of around 55%) is largest contribution to the overall revenue
generated by the FMCG sector in India. So lot of new FMCG companies
entered and try to build their position in the market and in the metro cites (
pune , Mumbai etc ) demand more about the milk products

The home town small industries and other industries giving competition to
established brands Like Amul, Mother dairy gowardhan ETC. So in this
present market situation if the new industries will to establish the market
small industries necessary to take effective marketing campaign and brand
awareness program

By this way company understand their present market position and make
improvement

1.3 DEVELOPING A MARKETING MIX

Intuition and creative thinking are essential job requirements for a
marketing manager. But relying on just these can lead to inaccurate
assumptions that may not end up delivering results. To ensure a
marketing mix that is based in research and combines facts with
innovation, a manager should go through the following systematic
process:
Step 1: Defining Unique Selling Proposition
The first item on the marketing manager’s agenda should be to define
what the product has to offer or its unique selling proposition (USP).
Through customer surveys or focus groups, there needs to be an
identification of how important this USP is to the consumer and
whether they are intrigued by the offering. It needs to be clearly
understood what the key features and benefits of the product are and
whether they will help ensure sales.

Step 2: Understanding the Consumer

The second step is to understand the consumer. The product can be
focused by identifying who will purchase it. All other elements of the
marketing mix follow from this understanding. Who is the customer?
What do they need? What is the value of the product to them? This
understanding will ensure that the product offering is relevant and

Step 3: Understanding the Competition

The next step is to understand the competition. The prices and related
benefits such as discounts, warranties and special offers need to be
assessed. An understanding of the subjective value of the product and
a comparison with its actual manufacturing distribution cost will help
set a realistic price point.

Step 4: Evaluating Placement Options

At this point the marketing manager needs to evaluate placement
options to understand where the customer is most likely to make a
purchase and what are the costs associated with using this channel.
Multiple channels may help target a wider customer base and ensure
east of access. On the other hand, if the product serves a niche market
then it may make good business sense to concentrate distribution to a
specific area or channel. The perceived value of the product is closely
tied in with how it is made available.
Step 5: Developing Communication / Promotion
strategy
Based on the audience identified and the price points established, the
marketing communication strategy can now be developed. Whatever
promotional methods are finalized need to appeal to the intended
customers and ensure that the key features and benefits of the product
are clearly understood and highlighted.

Step 6: Cross-check of the Marketing Mix

A step back needs to be taken at this point to see how all the elements
identified and planned for relate to each other. All marketing mix
variables are interdependent and rely on each other for a strong
strategy. Do the proposed selling channels reinforce the perceived value
of the product? Is the promotional material in keeping with the
distribution channels proposed? The marketing plan can be finalized
once it is ensured that all four elements are in harmony and there are no
conflicting messages, either implicit or explicit.
 2.Industry and company overview
Since Indian independence, the dairy industry in India has been on a constant
road of progress. It has risen from generating 17 million tons of milk in 1951 to
generating 121 million tons in 2011. Today India is one of the world's biggest
milk-producing nations. This strong advancement is mainly attributable to
structural modifications brought about by the emergence of dairy cooperatives
in the Indian dairy industry.

In FY2011, the Indian dairy industry recorded a market size of USD 48.5 billion.
With a 16 % Compound Annual Growth Rate (CAGR), it is expected to achieve
USD 118 billion in 2017. Backed by an increase in disposable income combined
with a powerful demand for dairy products, the Indian milk sector is all set to
experience elevated growth rates in the next five years.

The consumption pattern of dairy products in India is quite distinctive

compared to some western countries. Consumption is mainly skewed towards
traditional products, but westernized products are gradually gaining
momentum in metropolitan regions. Interestingly, buffalo milk accounts for
the country's biggest share of total milk generated. Because milk pricing is
based on fat content, buffalo milk provides greater profit margins compared to
cow milk as it includes greater fat.

High fragmentation characterizes the Indian dairy industry. It is dominated by

the unorganized industry of 70 million rural homes. The per capita supply of
milk in India is 289.4 grams per day. Backed by powerful national demand, the
supply of milk per capita is expected to achieve 336 grams per day in FY2017.

Despite being one of the world's biggest milk-producing nations, India

accounts for a negligible share of global dairy trade. The ever-increasing
National demand for dairy products and a big demand-supply gap could lead
India to become a net importer of dairy products in the near future.
2.1Back ground of dairy industry
The start of organized dairy handling was created in India with the
establishment of Military Dairy Farms. In the early phases, milk handling in Co-
operative Milk Unions 8 was established throughout the nation on a tiny scale.
Refrigerated long range rail transport of milk from Anand to Bombay since
1945.

The large-scale pasteurization and bottling of milk for structured distribution

began in Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961),
Madras (1963), etc.

Establishment of Milk Plants throughout India under the Five-Year Dairy

Development Plans. These were taken up with the dual purpose of raising the
domestic level of milk consumption and resulting in better yields to the main
milk producer. Their primary goal was to generate more, better, and cheaper
milk.

Some facts about the Indian dairy industry:

 India's dairy production rose from 21.2 million tons in 1968 to over 121
million tons in 2011-2012.

 India is the largest producer of Milk in the World (replacing USA)

 Milk supply per capita is currently 290 grams per day, up from 112 grams
per day in 1968-69.

 India has annual growth of milk production is 4 %

 Innovation:
 Bulk-vending - saving money and the environment

 Milk travels as far as 2,200 kilometres to deficit areas, carried by

innovative rail and road milk tankers.

 Ninety-five percent of dairy equipment is produced in India, saving

valuable foreign exchange.

Macro Impact:

 The annual value of India's milk production amounts to about Rs. 900
millions.

 Dairy cooperatives generate employment opportunities for some 12

million farm families.

 Dairy Farming is the single largest contributor to the economy(4% of

GDP & 26% of agricultural GDP).

 Dairy industry represents a huge opportunity being the largest single

fmcg market

Key challenges before Indian Dairy Industry are as

follows:

 Ensuring Quality

 Procurement and efficiencies in supply chain

 Product differentiation and value addition

 2.3Company profile

Established in the year 2016, Desi Farms is the brand name of SNA Milk &
Milk products private limited: A Maharashtra based company primarily
involved in the processing and packaging of milk and milk products. Since, the
milk industry fell prey to increasing adulteration; Desi Farms was born as a
response to said problem. With a processing capacity of 75,000 litres a day,
Desi Farms is all set to lead the revolution against adulteration by providing the
highest quality of products coupled with cutting-edge equipment and
technology. Setting new standards of purity with its multiple product lines, the
company offers Yogurts, Paneer, Ghee, Curd, Chaas, Lassi, Mango Lassi,
Amarkhand, Shrikhand, Basundi, Breads, Eggs and Khawa among other things.
The company prides itself on setting higher standards of freshness and
transparency for the milk industry to strive towards
Name of unit:
Desi farms SNA milk&milk products private limited

Logo of the Desi farms:

Address of the unit:

SNA milk&milk products private limited.

PLOT M-25, MIDC Ahmednagar, Maharashtra 41411

Registration number:

164715

Board of directors:

1. Pratik shashikant gupta (Managing director)

2. Vivek Shashikant Gupta (Director)

3. Alok ashokrao pawar (Director)

Objectives:

 Provide quality product to the customers

 Maintain transparency policy

 To provide necessary resources required for management

system to prove excellence

Mission and vision:

Milk has been an essential component of our development as people and also as
a community. It is essential that we allow this nutritious drink to maintain its
purity. While the food industry suffers from significant issues such as
adulteration and ineptitude, we strive to alter the world one item at a time. To
guarantee delivery on these objectives, Desi Farms retains a strict inspection of
milk quality from the moment of procurement to final shipment. To provide
every consumer with pure, fresh and unadulterated milk.
 2.4Organization structure

Organization status
The member producers and their SNA milks are the
Vital constituents of the Union and their progress is the judging yardstick on
The efficiency of the Union’s operation. Hence the maximum importance has
Been given to their development. The Union is making intensive efforts over
The years to organize Desi farms milks in more and more villages of the three
districts in the milk-shed area.
 Number of members supplying milk

No of members Milk supplying

52000

50000

48000

46000

No of members Milk supplying

44000

42000

40000

38000
2014-2015 2015-2016 2016-2017 2017-2018

Sales of daily average of milk in litter

 Chart Title
200000
180000
160000
140000
120000
100000
Column1
80000
60000
40000
20000
0
2014-2015 2015-2016 2016-2017 2017-2018

2.5Product profile
Desi farms mainly does purified milk and milk products. The products
That are produced by these units are:-

GIR COW MILK

Pure Antibiotic Free A2 Gir Cow Milk

This A2 milk contains a myriad of healthy and favorable properties like

proteins, vitamin A/B12, Iodine, Potassium. The healthy properties helps in
healing cancer, migraine & PMS and parathyroid hormone.
Cow milk gold

Cow milk gold Containing 3.5% Fat and 4.5 % SNF.3.0% rich, creamier and
Tastier Ideal for preparing home-made sweets & savouries

BUFFALO MILK
Rich Pure and Creamy Raw Buffalo Milk

BUFFALO MILK Containing 5.% Fat and 8.5 % SNF.9.0% rich, creamier and
Tastier Ideal for preparing home-made sweets & savouries

DAHI 200gm
Pure Rich and Creamy Dahi
There are 62 calories in a 100 g serving of Pure rich creamy Dahi (Yogurt). Calorie
breakdown: 45% fat, 25% carbs, 24% protein

AMARKHAND 400gm
Mango Rich Creamy and Delicious Amarkhand

It is a semi-soft, sweet sour, whole milk product made from fermented lactic
curd. This is strained to get' Chakka' through muslin cloth. This' Chakka' is
mixed with some sugar and pulp mango. It includes 4-6% of fat. Amrakhand by
Desi farms is renowned for its flavour and sheer mango colour. It is ready and
put under rigorous circumstances of hygiene. Its shelf life is 3 months

BUTTERMILK
Healthy and Refreshing Plain Chaas
Contains 99 calories and 2.2 grams of fat. Buttermilk containsvitamins,
potassium, calcium, and traces of phosphorus.

GIR COW GHEE

Rich and Pure Vedic A2 Gir Cow Ghee Made from Best Quality Gir Milk

Contains 897 calories and 97.2 grams of fat. Vedic A2 Gir Cow Ghee contains
vitamins, potassium, calcium,
COW GHEE
Rich and Pure Ghee Made From Best Quality Cow Milk

PER100 ml Energy: 814 kcal Energy from Fat: 814 kcal Total Fat: 90.5 g
Saturated fat: 58 g Cholesterol: 190 mg Sodium: 0 mg Total Carbohydrate: 0 g
Sugar: 0 g Protein: 0 g Vitamin A: 78 mc

MANGO LASSI SPECIAL LASSI

Mango Rich Thick and Chewable Rich Thick and Chewable

Contains 200 calories and 9.2 grams of fat. Special and Mango Rich Thick
and Chewable Lassi contains vitaminsD , k, B1,B2,B6, potassium, calcium,
Magnesium etc
2.6Distribution channel of Desi farms
RA: road side agent SH: shops/Kiranawals MB: milks boths/parlours

3.LITERATURE REVIEW
The dairy industry includes processing raw milk into products such as customer
milk, butter, cheese, yogurt, condensed milk, dried milk (milk powder), and ice
cream through procedures such as chilling, pasteurization, and homogenization.
Buttermilk, whey, and their derivatives are typical by-products. While most
nations manufacture their own dairy products, the dairy industry's structure
varies.

The dairy market is projected to be valued at USD 703.5 billion by 2024, while
registering a CAGR of 5% over the forecast period.

In 2018, the global milk output was valued at 843 million ton, an increase of
2.2% from the valued registered in 2017. This increase can be primarily
attributed to production expansions in India, Turkey, the European Union,
Pakistan, the United States, and Argentina. However, this factor was partially
offset by a decline in milk output, especially in China and Ukraine.

Increasing demand for dairy products is driven by increasing population, greater

revenue levels, and increased awareness of health. The milk segment dominates the
worldwide market mainly, followed by butter and cheese sections. The sections of
yogurt and dairy desserts are anticipated to be the world's fastest increasing
segments.

Overall, butter exports raised by 7.5% in 2018, primarily from nations such as New
Zealand, the United States, and India. However, the demand for butter has declined
in the European Union.
 3.1Operation flood
Program implementation:

Operation flood was implemented in three phase

Phase-I

(1970-1980) was funded through the sale of skimmed milk powder and butter
oil provided through the World Food Program by the European Union and then
the EEC. The NDDB scheduled the program and negotiated EEC aid
information.

Operation Flood connected 18 of India's top milk sheds with customers in the
four main metropolitan towns of India during its first stage: Delhi, Mumbai,
Calcutta, and Chennai.

Phase-II
Phase II (1981-85) of Operation Flood boosted milk sheds from 18 to 136; 290 urban
markets extended milk stores. By the end of 1985, 43,000 village cooperatives
covering 4.25 million milk manufacturers had become a reality self-sustaining
scheme. The manufacturing of domestic milk powder risen from 22,000 tonnes in the
pre-project year to 140,000 tons by 1989, all of which came from dairies established
under Operation Flood. EEC donations and loan from the World Bank helped
encourage self-reliance in this manner. Direct milk marketing by cooperatives of
manufacturers raised by several million litters per day
Phase-III

(1985-1996) allowed dairy cooperatives to grow and reinforce the infrastructure

needed to supply and market increased milk volumes. In addition to enhanced member
schooling, veterinary first aid health services, feed and artificial insemination facilities
for cooperative members have been expanded.

Phase III

Operation Flood consolidated India's dairy cooperative movement, adding 30,000

fresh dairy cooperatives to the 42,000 current communities organized during Phase II.
Milk sheds peaked at 173 in 1988-89 with growing numbers of female participants
and Woman's Dairy Cooperative Societies. Operation Flood was designed and
implemented from the beginning just as much as a dairy program. Instead, milking
was seen as a growth tool, creating jobs and periodic revenues for millions of rural
people.

"Operation flood can be viewed as twenty year experiment confirming the Rural
Development Vision" (World Bank Report 1997c.)

3.2Historical background of NDB:

The National Dairy and Development Board was established in 1965, with the
task to organize bad milk manufacturers, thereby transforming dairy into a tool
for the economic development of the rural individuals of India. The NDDB's
creation came from the vision of India's then Prime Minister, the late

Lal Bahadur Shastri, to extend the achievement of the Kaira Cooperative Milk
Producer's Union (in Mother's State) to other areas of India.

The NDDB started its activities with the mission of creating a car dairy for
millions of grassroots milk manufacturers to have a better future. The mission
achieved momentum and direction with the launch of "Operation Flood" in
1970, a 30-year program that used loan from the World Bank to finance the
emergence of India as the largest producing nation in the world. Milk
commodity surpluses were building up in Europe during this era. Imports from
Europe had already had a negative impact on India's dairy industry. Imports by
individual players in India would have led in a country-wide market glut and a
drop in prices. With the support of public policy and the support of the World
Food Program, NDDB imported food aid in the form of milk powder and butter
oil and sold it under its own brand name. The surplus from these sales has been
invested in expanding the dairy industry cooperative movement. The third stage
of Operation Flood was finished in 1996 and has a number of important
accomplishments to its credit.

The Dairy Board has been planning and leading India's dairy programs since its
founding by putting dairy growth in the hands of milk manufacturers and the
experts they hire to handle their cooperatives. Furthermore, on an extensive and
nationwide basis, NDDB also encourages other commodity-based cooperatives,
associated sectors and veterinary biology.

3.4MAJOR PLAYERS:
There are virtually 15 major Dairy Cooperative Federations in India, namely:

1) Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF)

2) Bihar State Cooperative Milk Producers' Federation Ltd (COMPFED)

3) Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF)

4) Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)

5) Himachal Pradesh State Cooperative Milk Producers' Federation

(HPSCMPF)

6) Karnataka Cooperative Milk Producers' Federation Ltd (KMF)

7) Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)

8) Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)

9) Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh (Mahasangh)

10 Orissa State Cooperative Milk Producers' Federation Ltd (OMFED)

11) Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)

12) Punjab State Cooperative Milk Producers' Federation Ltd (MILKFED)

13)Rajasthan Cooperative Dairy Federation Ltd (RCDF)

14)Tamilnadu Cooperative Milk Producers' Federation Ltd (TCMPF)

15)West Bengal Cooperative Milk Producers' Federation Ltd. (WBCMPF)

National Dairy Development Board (NDDB) is the central cooperative board of

the country and was created to promote, finance and support producer-owned
and controlled organizations mentioned above.

4.Research methodology

The study took place between June 2019 and July 2019. The study involves
meeting with franchiser, retailers and customers. It involves preparing the
questionnaire to be answered by the above-mentioned individuals to understand
customers and franchiser ' knowledge and comprehension of the DESI farms
dairy products in Pune market's. In the studies, as per the questionnaire, the
opinions of the above clients were register

Research approach:
The unbiased view of the participants was desirable to perform the study
effectively. The study I performed as the representative of the Desi farms
company and sometimes the representatives of the other brands such as Chitale
or Amul in order to have an unbiased view of the individuals involved and it
worked towards the required objective.

Type of research:
This is descriptive and exploratory research for my studies. I conduct a sample
survey. To understand the market potential of desi farms milk product it is
necessary to find out the variables related to product awareness quality etc
There are many variables that can be known through exploratory studies related
to the milk products, but we cannot achieve a choice without descriptive
research.

Data Type:
The primary data collected through face to face interview and questioner. Here
data require for the understanding of brand and product awareness Desi farms
from Pune city (Hinjewadi area) for the secondary data I had used last 4 months
performance reports and company web site.

4.1Research instrument:
The research instrument was structured questioner formulated for the respondents

Respondents were retailers, consumer, franchiser etc there was separate questioner for
consumer, retailers and franchiser.

TYPES OF QUESTION:
In the design of a question, the significant element is to decide which kinds of
question to use. Questions can be categorized in different ways.

Questionnaire includes data on the following type:

1. Open-ended question
2. Dichotomous question
3. Multiple-choice Question

The questionnaire consists of all three types of question. Mostly all questions
are multiple type questions. Dichotomous and open ended questions are few in
number.

Phrasing of question:
Following factors were taken into account while phrasing the questions:

As a researcher, the first and foremost question we have to ask is: in what
language will the respondent understand and respond?

My questionnaire were printed in English and administered to the respondents

in the languages he understand i.e. Marathi and English

Fatigue:
Consumers are becoming increasingly tired of answering market research
issues. Since I also have to ask franchiser ' questions and they're too busy in
their work. Therefore, by avoiding unnecessary questions, I made my
questionnaire as short as possible so it didn't take much time to get the data.
Sequencing of question:
I arranged the questions in a sequence starting from introductory question and
then proceed to main body of question.

Scale of measurement used in questionnaire:

1. Ordinal scale
2. Interval scale

4.2 Sample size:

The sample size was 40 retailers 250 consumers 5 franchiser (including Desi
farms milk product and competitors)

Sampling technique:
Milk and dairy products is a fundamental commodity used by almost every
household, so the sample taken for studies requires no strata or population
segment. So for conducting the study, a simple random sampling method was
used.

Method of survey:
Personal Interview
It is direct form of investigation, involving face-to-face communication with
free feedback information. It offers a sense of participation.

Personal interview is conducted through the questionnaire set for participants in

various locations in Pune city . The study helps to understand the present
industry situation and find out which factors are related product awareness
Competition, Consumer personal opinion. The monitoring method is also used
to check revenue, status and normal data.

Details of Desi farms milk products as per survey

conducted:
Desi farms is new brand in the market so people less aware about the products
We are not well in digital marketing (Instagram , twitter , etc) which is
necessary to build product awareness in the present market also people gave
positive response after the testing our product .Retailers got 20 to 30 % margin
by our products and franchiser got 10 to 20% margin by our products

Area of operation:
Pune city (Hinjewadi area)

5.DATA PROCESSING AND ANALYSIS

The data collected from the survey is compiled in excel sheet and the
interpretation after analysing each question from questionnaire is given below.

CONSUMER ANALYSIS:
Analysis framework:

Awarness about
• Aware
Desi farms milk • Not aware
products

Aware • Buying
consumer • Not buying

Influencial • Buying milk products from retailers

factor • Buying milk from home delivery
5.1Consumers/customers awareness about milk products:
The analysis of data shows that out of 250 respondents 119 respondents are
aware of the milk product and 131 respondents do not know about milk
products i.e. 47% consumers are aware and 53% are unaware of milk products.

awarness about desi farms milk products

47%
Yes
53%
No
 5.2Consumer opinion about Desi farms milk products
Consumers awarness about the pricing
Consumers are not aware about brand
Consumers are aware about the qulity of products
Consumers using home delivery service

22% 8%

22% 48%

Interpretation: As seen above 44% respondents are aware of milk

product. Only 22 % people are such who are benefitted by the home delivery
system.

 From above pie chart we can see that 48 % respondents don’t know about
the Brand and products
  Only 8% consumers aware about the product pricing other benefits
 The 22% consumer are aware about the product quality and other aspects

5.3Do you buy Desi farms milk product?

Consumers
Buying the products
From retailers
15%

From home
Not buying delivery
55% 20%

From franchise
10%

Interpretation: as seen above 45% consumers from the sample of 250 are
Aware about the desi farms milk products

 We can see that 20% of customers purchase milk from home delivery
system, which implies "counter sales" by franchiser. During the daily
purchase of milk, these 20percent individuals using our application and
the franchiser keep sales record and maintain record of purchase
 15% consumers buying milk and milk products through the retailer’s
 10% consumers buying milk and milk products from franchiser
 Out of the total 125 aware consumers only 30 buying milk through the home
delivery system and 20 consumers buying our products from retailers
 5.4Factors which influences a consumer to buy milk
products

Influence factors
advertisement
10%

Qulaity
40%
Pricing
30%

Packging
20%

Interpretation:
After the testing of sample product the most customer influenced by purity and
freshens of the products

 40% consumers buy our products because of quality of the products.

 20% consumers buying our products because of packaging

 30% consumers buying our products because we providing good product

with low price
 Only 10% consumers are influenced by advertising
5.5 Getting discount on milk purchase through Home
delivery system

Getting discount on milk through home

delivery system

yes
30%

no
70%

Interpretation:

 Earlier we have seen that out of total aware consumers only 30%
consumers use home delivery system to buy milk. But rest of them were
not getting the discount on per litter of milk they purchase

 70% of consumers are not getting any benefit from home delivery system

 Total number of consumer who buys milk through home delivery is 72

out of total sample and only 16 consumers are getting discount on per
litter of milk purchase.
5.6 Problem faced by consumers in using Desi farms
milk product:

Quality related problems (milk) delivery related problem

Packging relted problem Refund relted problem

25%
35%

10% 30%

Interpretation:
Above pie chart show that consumers are facing different problems about the
product and services

 30% consumers are facing delivery related problems (ex:milk delivery is

not provided at the right time)
 25% consumers are facing quality related problems (Ex whole buffalo
milk is torn and got yellow colour)
 35% consumers are facing refund related problems
 10% consumers are facing packaging related problems
 5.7 Suggestion from consumers

Suggstion from consumers

Awarness required Provide refund Durablity about milk products Pricing

16%
41%
12%

31%

Interpretation:
After the conduction survey we have got suggestion about our product by above
pie chart

16% consumers gave suggestion about the pricing of the product (pricing is
high for Shrikhand, paneer, dahi products)

31% consumers gave suggestion about the refund (mostly home delivery
customers demand for refund)

41% consumers gave suggestion about brand awareness (advertising, hording )

12% consumers gave suggestion about durability of the milk product( we gave 3
months durability for shreekhand and amrakhand product but it are expire
before the given period )
5.8 Analysis of franchiser

Awareness about the product and responsibilities

Sales
New franchiser
10%

old franchiser
90%

Interpretation:

Desi farms is start-up company they have some new franchiser and some
experience franchiser who has 2/3 year experience of the brand

 90% old franchiser know product and company policy and their
responsibility
 10% new franchiser less aware about the product and responsibility
 5.9 Franchiser point of view about Desi farms
milk products

other benefit Discount

Refund 10% 8%
10%

Supply
72%

Interpretation:
From Pie chart we can see that Franchiser got 72% supply of the product

Franchiser got 8% discount if he purchase in bulks the milk products

Franchiser got only 10% refund from company

He got only 10% other benefits from company (any bags or gifts)
 5.10Overall Benefits to franchiser from Desi farms

Sales

other
10%
Supply
Home delivery 39%
system
26%

more margin on
sales
25%

Interpretaton:
From above pie chart we can see that the franchiser got benefits from the
company

 Company provide well supply to franchiser and he got 39% of benefit

from this
 Company provide high margin on volume sales so franchiser got 25 %
benefits from this
 By the home delivery system franchiser got more customers and got 26%
benefits
 10% got other benefits
 Challenges faced by franchiser to sale milk and milk
products
6

0
Competitors pricing Lack of awarness Refund Credit poilicy
policy

Interpretation:
Major challenge faced by franchiser is to sale milk and milk products on
competitors pricing policy

2 challenge is sale product to retailers with lack awareness of brand and product

3rd challenge is franchiser not got refund from the company so they have to
sacrifice their profit to provide refund for customers

4th challenge is company not provide credit system for franchiser that’s why it is
difficult to purchase products on bulk order
 6.Finding and recommendations

Findings:

 Mostly all franchiser are aware about Desi farms milk product consumers
awareness very low
 Not availability of the credit system impact on franchiser volume sales
 Company is not providing offers and other benefits as franchiser expect
 Franchiser is facing major challenge to sale product on competitors
pricing
 Company lack aware of the branding and promotion
 Consumers love our specific product ex (Gold milk cow, special lassi,
mango lassi )
 Home delivery system help to increase sales of milk
 Home delivery customers are quite happy with refund
 Consumers are happy with packaging
 Franchiser obtained well margin on the milk products
 Consumers demanding effective advertisement & brandings

 In quantitative term:
 Out of the total sample 47% consumers are aware the Desi farms milk
products
 Out of the total sample 48% consumers are not aware about the brand
 22% consumers are aware about the product quality
 Out of the total sample only 15% consumers buying product from
retailers
 Out of total sample 20% consumers buying milk from home delivery
system
 30% customers getting discount on milk through the home delivery
system
 70% customers are not getting discount on milk through the home
delivery system
 Out of total sample 35% home delivery customers facing refund problem
  Out of the total sample 41% consumers demanding effective
advertisement
 Franchiser well happy by 72% supply of the products
 Franchiser can get 25% more margin on volume sales of the product
 Franchiser gets 26% more profit through home delivery system

Recommendation:

 The recommendation for the company for further growth and more sales
and capture of market
 Effective product awareness should provided by desi farms to consumers
 Company should provide offers & other benefits to franchiser
 Company should improve Pricing policy about the product
 Desi farms visibility is very low in Pune in terms of advertisement hence
Desi farms should come up with advertisement of brand as well as
advertisement of benefits of the products.

 Desi farms should improve refund policy for customers & franchiser
 7.INTEGRATED BRAND PROMOTION – IBP
Integrated brand promotion is described as a brand to generate brand exposure
using a broad variety of communication and promotional tools. Our target
market is small area so we avoid large-scale advertising. We were use POP,
Wall painting and Pamphlets will be advertising media car. The entire
marketing should operate together in order to achieve integrated brand
marketing

ADVERTISING:

Advertising is a type of marketing communication that encourages, persuades,

or manipulates an audience (viewer, reader, or listener; sometimes a particular
group) to proceed or take some fresh action. Most frequently, the required
outcome is to drive consumer behaviour towards a business offering.In many
areas of Pune consumers don't know about Desi farms milk and milk products,
it was discovered in market research. Advertising is therefore essential for
Consumer (Discounted amount) Company Representative Company Franchiser
to be aware of the Desi farms products to the customer. There are different
methods of advertising, but hording and posters will be the most efficient mode.

Advertising is a non-personal presentation of goods and services and only non-

personal mode to communicate the consumer about product is not sufficient.
Hence promotional activity required

7.1 Promotional activity:

Business promotion is an active method that needs to be scrutinized very
carefully in order to achieve the highest outcomes. You can make full use of the
resources you have and come up with strategies to encourage and let your
company thrive.

Marketing and promotional policies go hand in hand. Marketing your brand or

product will include various elements of the customer's production, promotion
and sale of products. Promotion is a main component in providing clients with
the advantages of your product or service. Well-designed marketing and
promotional strategies guarantee long-term success, attract more clients and
guarantee business profitability.
I had conducted promotional activity on 22 June 2019 at Hinjewadi (beside
brand factory mall) and time was 6 pm and this all thing went to successfully
because of MR.Niranjan and my all efforts. By this activity we create some
product awareness in the Hinjewadi phase 1 area and introduce our brand in
front of people and they like our products (specially lassi) also they love other
products. In this promotional activity I had use our sample product for testing.
alos collecting review of people
 8.Conclusion:

The final result of the project is that the awareness about the Desi farms
milk product is very low to the consumers and the percentage of buying our
product also low .so company should change their pricing and marketing
strategies and focus on brand awareness

8.1 Limitation of the project

 Pune (Hinjewadi) area is known for IT park so there are few

retailers And most of the time they are busy with the customers it is
difficult to meet them and convince them about our brand
 Because of the high cost of the some product (Dahi ,pnner) .
retailers and customer Is not happy with us
 Time chosen for consumer survey was around 11 p.m. to 1 p.m.
and again 4 p. m. to 6 p.m. at evening for their comfort and proper
interaction. Consumers usually don’t tend to entertain sales people
and mostly tend to keep a sceptic eye on them. Thus it was really
challenging to convince them about our genuineness and interact
with them.
 Because of new brand it is difficult sale product in volume
 Sometime company not providing refund to the franchiser so it
was headache to convince them
 9.BIBLIOGRAPHY & WEBLIOGRAPHY
 www.agricultureinformation.com
 www.Desifarms.com
 www.nddb.org
 www.indiandairy.com
 www.wikipedia.com
 www.indianmilkproducts.com
 10.Annexure
For collecting the data a structured questionnaire is prepared to get detailed and
structured information regarding the project. Given below is the questionnaire:

A STUDY ON VIJAY RETAILER PREFERENCE TOWARDS

DESI FARMS MILK PRODUCT
WITH SPACIAL REFERENCE TO PUNE CITY HINJEWADI
AREA

Personal details

Name Jagdish Sharma

Location Hinjewadi (jambhulkar nagar)

1. AGE :

☐Below 20 years

✔ 31-40 Years

☐Above 40 years

☐21-30 years

SEX:

✔MALE

☐FEMALE

2. MARITAL STATUS:
 ✔Married

☐Unmarried

3. EDUCATIONAL QULIFICATION

☐School level ☐PG level

✔Degree level ☐Professional

4. Occupational status:

☐Student ☐Housewife

☐Employed ✔Business

5. Monthly income of family:

☐Up To 5000 ☐ 5000 To 10000

✔ 20000 To 30000 ☐50000 To 100000

6. No.of members in family:

☐Up to 2 ✔2 To 4

☐5 To 7 ☐above 7

7. Which of the Following milk brand Do you prefer for buying FMCG

(Rank from 1 to 5 5- most preferred 1- Least preferred)

Brand Name Ranking

5 4 3 2 1

AMUL ✔
 MILK MIST ✔

GOKUL ✔

CHITALE ✔

LOCAL BRAND ✔

8. Select the reason for making purchase preferred brand

✔Discount ✔Variety ☐Service ☐Quality

Mention the frequency of purchase for the following products?

Sr Brand REMARK Always Often Sometime Not at all

No Name PRODUCT DAHI MILK PANEER LASSI

NAME

1 AMUL ✔ ✔ ✔ ✔

Sr Brand REMARK Always Often Sometime Not at all

No Name PRODUCT MILK PANNER DAHI LASII

NAME

2 GOKUL OR ✔ ✔ ✔ ✔
CHITALE
Sr Brand REMARK Always Often Sometime Not at all

No Name PRODUCT PANNER MILK PANEER LASSI

NAME

1 MILK MIST ✔ ✔ ✔ ✔

Sr Brand REMARK Always Often Sometime Not at all

No Name PRODUCT LASSI PANER DAHI MILK

NAME

1 LOCAL ✔ ✔ ✔ ✔

9. Do you think branded products are better than unbranded products?

✔ Yes ☐No

Rank the factors that influence customers most for the purchase of the
following brand.
(Rank from 1to6 where 6 is Most influence and 1 is least influence)

Brand name FACOTRS

Price Availability Brand Promotional advertisement Quality

image
offers
Amul 3 5 6 4 5 5

Chitale 4 6 4 1 1 4

Milk mist 4 4 3 6 6 4

Gokul 6 5 4 1 1 5

Local 6 6 1 3 1 4

10. Do you look for various schemes in the FMCG PRODUCTS?

✔Yes ☐No

If yes which scheme?

☐Coupons ✔price off ✔Extra quantity

☐Lucky draws ☐Bundling offers ☐ scratch cards

11. Will you like to switch your brand preference if you get some
promotional scheme with another brand?
✔Yes ☐No

Who influence your preference for brands?

✔Customer’s ✔Advertisement

☐Friends ✔price

12. Does advertisement play role towards brand preference?

 ✔Yes ☐No

If yes, which media influenced your brand preference?

✔Television

✔News papers

☐Pamphlets

✔Word mouth

In what way advertisement has influenced you?

✔Better Recall ☐positive impression ☐Interest

13. State your Suggestions if any

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 A STUDY ON SWARAJ SNACK CENTER PREFERENCE
TOWARDS
DESI FARMS MILK PRODUCT
WITH SPACIAL REFERENCE TO PUNE CITY HINJEWADI
AREA

Personal details

Name kamal gupta

Location Hinjewadi (Hp petrol pump)

1. AGE :

☐Below 20 years

✔ 31-40 Years

☐Above 40 years

☐21-30 years

SEX:

✔MALE

☐FEMALE

2. MARITAL STATUS:
 ✔Married

☐Unmarried

3. EDUCATIONAL QULIFICATION

✔School level ☐PG level

☐Degree level ☐Professional

4. Occupational status:

☐Student ☐Housewife

☐Employed ✔Business

5. Monthly income of family:

☐Up To 5000 ☐ 5000 To 10000

✔ 20000 To 30000 ☐50000 To 100000

6. No.of members in family:

☐Up to 2 ✔2 To 4

☐5 To 7 ☐above 7

7. Are you aware of different dairy brands Available in the market?

☐Yes (b) No

If yes, the brands you are aware?

☐Chitale ☐Amul ☐Desi farms ☐Gokul

 8. How do you aware of the brand?

☐Advertisement ☐ Friends ☐ Agents ☐Any other

9. Presently which brand of milk you are using?

☐Gokul ☐Chitle ☐Amul ☐Desi farms

10.which type of milk you prefer for tea?

☐Amul giold ☐Gokul buffalo ☐Desi farms gold

☐Gowardhan tea exp ☐local

11.What factors influenced you to buy this brand?

✔ Quality ☐Easy availability ☐Price

☐Dealer relationship ☐ Attractive packing ☐Regular supply

12.How long have been using the present brand milk?

☐One year ☐two years ☐three years

☐ More than three years

13.Which of the Following milk brand Do u prefer for buying FMCG

(Rank from 1 to 5 5- most preferred 1- Least preferred)

Brand Name Ranking

5 4 3 2 1

AMUL ✔

MILK MIST ✔
 GOKUL ✔

Desi farms ✔

Select the reason for making purchase preferred brand

✔Discount ✔Variety ✔Service ☐Quality

14.Please rank quality factors you consider in the quality of following milk
brands?

(Rank from 1 to 5 5- most preferred 1- Least preferred)

Brand name Quality factors

Density of Creaminess Freshness Hygiene Taste

milk

Amul 4 4 3 4 4

Chitale 4 4 4 3 4

Gokul 4 5 5 5 5

Desi farms 4 4 3 3 3

Milk mist 3 2 2 2 2

Local 3 4 4 3 5

15.What are the area were Desi farms milk product need further
improvement?
 You should reduce the price of milk products as compare to the market
competition it is so high And improve supply of the products.

16.Any other suggestion?

QUESTIONAR FOR FRENCHISER & AGENTS

Impact of product planning & development in
Dairy industry
(A case study of Desi farms milk product)

Name of the respondent: MR. Bharat vinode

Address :Laxmi chowk , Vinode vasti Om enterprises Pune 411057

1) Which dairy product do you sale

✔Amul ☐Nandine ☐ Desi farms ☐Gokul

2) What product you are dealing?

☐Chach ✔Lassi ✔Ghee ✔Panner

✔Milk ☐curd ☐all of the above

3) In dairy product which company product demand is higher?

✔Chitale ✔Amul ✔Gokul ☐Milk mist

 ☐Mother dairy

4) Why do you like sale dairy product in comparison to other dairy

product?
☐Quality/demand ☐Brand/ packing

✔Price ✔Availability

5) Do you receive good commission on Desi farms product ?

✔Yes ☐ No

6) Do you sale Desi farms product on customer demand?

✔Yes ☐No

7) Does Desi farms make you reach supply at the right time?

☐Always ✔ Sometime ☐Never

☐None

8) Which type of milk your consumer to buy?

☐Whole cow milk ✔ gold cow milk

✔Buffalo milk ☐Whole buffalo milk

9) In your point of view customer preferring the above milk?

✔Quality milk ✔Price ✔easy availability

☐Anyother
10) Are your customers satisfied with the present brand of milk
you are selling?

✔Yes ☐No

11) If yes, the reason for the satisfaction?

✔Easy availability ☐Density of milk

✔Creaminess ✔freshness

✔Hygiene ☐Test

12) Which product is the most selling product of desi famrs?

✔Milk ☐Paneer ☐Ghee ✔Lassi

☐Curd ☐Shrikhand

13) How much milk sell in day?

☐Below 100 litres ✔100 To 200 litres

☐200 To 300 litres ☐Above 300 litres

14) Which problem do you find in Desi farms Products?

☐Poor packing ✔ Irregular supply

✔Credit facility not available ☐ No refund policy

15) How do u react with customer complaint releted to the desi
farms product?

☐Refuse to take back ✔to solve the complaints

☐ Consider the customer mistake ☐ not take any action

16) What is the sales promotion an distribution open given to

you buy desi farms?

✔Commission/margin ☐Gifts & Benefits

✔Easy availability ☐Delivery

17) Any suggestion

……………………………………………………………………………………………………
……………………………………………………………………………………………………
……………………………………………………………………………………………………
………………………………………………………………………………………………….
 Questioner for customer feedback about desi
farms milk product
Name: Sammer khatri

Address: Bhomkar chowk pune

Contact no: 8956565450

1. Do you drink lassi?

√Yes ☐no

2. Which brand you prefer for Lassi?

√Amul √Chitale √Mother dairy ☐ Local brand

3. Which brand do you prefer for milk?

☐ Amul ☐Chitale √Gokul ☐Nandini

4. Please rate the following quality factor which you most like in our product?

(Rate 1 for low and 5 for highest)

Desi farms Lassi Quality Thickness Test Packaging sweetness

Special Lassi 5 5 5 5 5

Mango Lassi 5 5 5 5 5

5. Any suggestion
 Questioner for customer feedback about desi
farms milk product
Name: Datta gosawi

Address: Hinjewadi pune

Contact no: 9604553667

1. Do you drink lassi?

√Yes ☐no

2. Which brand you prefer for Lassi?

√Amul ☐Chitale ☐Mother dairy √ Local brand

3. Which brand do you prefer for milk?

☐ Amul √Chitale √Gokul ☐ Nandini

4. Please rate the following quality factor which you most like in our product?

(Rate 1 for low and 5 for highest)

Desi farms Lassi Quality Thickness Test Packaging sweetness

Special Lassi 5 5 5 5 5

Mango Lassi 5 5 5 5 5

5. Any suggestion?
 Questioner for customer feedback about desi
farms milk product
Name: Vikas joshi

Address: Hinjewadi Pune

Contact no: 7383027483

1. Do you drink lassi?

√Yes ☐no

2. Which brand you prefer for Lassi?

√Amul ☐Chitale ☐Mother dairy √Local brand

3. Which brand do you prefer for milk?

√ Amul √ Chitale ☐ Gokul ☐Nandini

4. Please rate the following quality factor which you most like in our product?

(Rate 1 for low and 5 for highest)

Desi farms Lassi Quality Thickness Test Packaging sweetness

Special Lassi 5 5 5 5 5

Mango Lassi 5 5 5 5 5

5. Any suggestion?
Reduce some price and increase the quantity
 Questioner for customer feedback about desi
farms milk product
Name:karan jadhev

Address: Hinjewadi pHse 3 pune.

Contact no: 8806526655

1. Do you drink lassi?

√Yes ☐no

2. Which brand you prefer for Lassi?

√Amul ☐ Chitale ☐Mother dairy √Local brand

3. Which brand do you prefer for milk?

√Amul √Chitale √ Gokul ☐Nandini

4. Please rate the following quality factor which you most like in our product?

(Rate 1 for low and 5 for highest)

Desi farms Lassi Quality Thickness Test Packaging sweetness

Special Lassi 5 5 5 5 5

Mango Lassi 5 5 5 5 5

5. Any suggestion?