chandan singh marketing files..doc

8/14/2019 Chandan Singh Marketing Files..doc

1/74

SUMMER TRAINING REPORT

ON

MARKETING PROCESS OF

VERKA MILK PLANT {BATHINDA}

Survey: Conu!er "er#e"$%on $o&'r( Ver)' "ro(u#$ * G'+'n(ee" S%n+,


2/74

ACKNOWLEDGEMENT

A -'r+e nu!.er o/ %n(%v%(u'- ,'ve #on$r%.u$e( $o "ro0e#$1 T,% "ro0e#$ % ' ,u!.-e

'$$e!"$ $o )e$#, (one $,e #on$r%.u$%on o/ '-- $,oe "eron &,o ,'ve (%re#$-y or

%n(%re#$-y +%ven $,e%r "re#%ou $%!e 'n( ,e-" '-on+ &%$, "ro"er +u%('n#e /or

!')%n+ $,% re"or$ %n $,e /o--o&%n+ ,'"e1

F%r$ o/ '-- I &ou-( -%)e $o $,'n) Mr1 M',%n(er"'- S%n+, 2Gener'-

M'n'+er3 M'r)e$%n+4 Ver)' !%-) "-'n$3 B'$,%n(' &%$,ou$ &,oe "er!%%on

"ro0e#$ o/ VERKA &ou-( ,'ve .een #'$-e %n $,e '%r1

5,o '-&'y ,e-"e( !e 'n( "rov%(e( !e re-ev'n$ )no&-e(+e %n $,e u.0e#$

$o en'.-e $o "re"'re $,e "ro0e#$1 An( '-o I &ou-( -%)e $o +%ve $,'n) $o Mr1V1K1

S,'r!'3 "ro0e#$ #o6or(%n'$e 2De"u$y M'n'+er3 M'r)e$%n+4 &,o7 u""or$e( $o !e

%n every '"e#$1

L'$-y .u$ no$ $,e -e'$3 I "'y !y +r'$%$u(e $o !y "'ren$3 /'!%-y

!e!.er3 /r%en(3 /'#u-$y !e!.er o/ Un%ver%$y S#,oo- o/ Bu%ne S$u(%e 'n(

'-- e8e#u$%ve o/ Ver)' M%-) P-'n$3 B'$,%n(' /or $,e%r !or'- u""or$ 'n( &,o-e

,e'r$e( #o6o"er'$%on %n (r'/$%n+ $,% re"or$1


3/74

DECLARATION

I ,ere.y (e#-'re $,'$ $,e "ro0e#$ re"or$ en$%$-e( MARKETING PROCESS

OF VERKAu.!%$$e( %n "'r$%'- /u-/%--!en$ o/ $,e re9u%re!en$ /or $,e (e+ree o/

M'$er o/ Bu%ne A(!%n%$r'$%on o/ Un%ver%$y S#,oo- o/ Bu%ne S$u(%e %

!y or%+%n'- &or) 'n( ,' no$ .een u.!%$$e( /or $,e '&'r( o/ 'ny o$,er (e+ree '$

'ny o$,er %n$%$u$e or un%ver%$y1

G'+'n(ee" S%n+, Ro-- No1 ;'$%on1 In $,e /or$,#o!%n+

"'+e3 I ,'ve '$$e!"$e( $o "reen$ ' re"or$ #over%n+ (%//eren$ '"e#$ o/ !y

$r'%n%n+1


5/74

CHAPTER ? I

DAIR@ INDUSTR@ IN INDIA

India retains !siti!n as W!r"d#s t! Mi"$ Pr!d%&er

In(%' ,' re$'%ne( %$ nu!.er one "o%$%on ' &or-(7 -'r+e$ !%-) "ro(u#%n+

#oun$ry .y "u,%n+ $,e Un%$e( S$'$e $o e#on( "o%$%on1

T,% % $,e n%n$, ye'r %n ' ro& $,'$ In(%' en0oy $,e nu!ero uno $'$u %n !%-)

"ro(u#$%on1 In(%'7 !%-) "ro(u#$%on +re& '-!o$'()*' '+'%n$ $,e &or-(7

'ver'+e +ro&$, o/ -e $,'n 1

In In(%'3 !%-) ,' ' "e#%'- ro-e $o "-'y /or %$ !'ny nu$r%$%on'- '(v'n$'+e '

&e-- ' "rov%(%n+ u""-e!en$'ry %n#o!e $o o!e ; !%--%on /'r!er %n over

;;3;;; re!o$e v%--'+e1

An( !%-) re!'%n ' $,e nu!.er one #o!!o(%$y "ro(u#$ .y In(%' "u,%n+

&,e'$ 'n( r%#e .e,%n(1 Coun$ry7 ou$"u$ no& #over ;; !%--%on $one 'n( %

v'-ue( '$ ne'r-y $&o -'), #rore ru"ee

In "%$e o/ .e%n+ $,e &or-(7 -'r+e$ !%-) "ro(u#er In(%'7 !%-) "ro#e%n+

%n(u$ry % no$ very -'r+e1 On"+ ,)* !- .i"$ is de"i/ered t! dairies as a0ainst

the 1!r"d a/era0e !- 23*(

Page | 5


6/74

In #er$'%n #oun$r%e -%)e Ne& e'-'n( '-!o$ e(

e#$or /or !')%n+ &ee$ or o$,er $r'(%$%on'- "ro(u#$1

T,e In(%'n ('%ry %n(u$ry % #on$r%.u$%n+ %+n%/%#'n$-y $o $,e #oun$ry e#ono!y3

.e%(e %!"rov%n+ $,e ,e'-$, $'n('r( .y %n#re'%n+ $,e nu$r%$%on v'-ue o/ $,e

/oo(1

T,e v'-ue o/ ou$"u$ /ro! ('%ry e#$or %n#re'e( $o R1 3;;3; !%--%on %n


7/74

U$$'r Pr'(e,3 Pun0'.3 M'(,y' Pr'(e,3 R'0'$,'n3 M','r'$r'3 Gu0'r'$3

An(,r' Pr'(e,3 H'ry'n'3 T'!%- N'(u 'n( B%,'r #on$r%.u$e( $o $,e e8$en$ o/

"er#en$ o/ $,e $o$'- !%-) "ro(u#$%on %n $,e #oun$ry1

To('y3 In(%' % $,e e#on( -'r+e$ "ro(u#er o/ !%-) %n $,e &or-( '/$er $,e Un%$e(

S$'$e o/ A!er%#'1 T,e "reen$ "er #'"%$' 'v'%-'.%-%$y o/ !%-) % =; +! '

'+'%n$ $,e ICMR re#o!!en('$%on o/ =; +!1

In e( %n = (%$r%#$ &%$, 'n 'ver'+e rur'- !%-) "ro#ure!en$ o/ =1=

!%--%on -%$er "er ('y1

Ano$,er $e" &' $')en %n


8/74

T,u %$ %n(%#'$e3 $,ere % ' &%(e #o"e /or "ro#e%n+ o/ !%-) 'n(

!'nu/'#$ure o/ !%-) "ro(u#$ /or (o!e$%# #onu!"$%on ' &e-- ' e8"or$1

E4!rt er-!r.an&e

D'%ry "ro(u#$ /or! one o/ $,e /'$e$ +ro&%n+ e+!en$ %n $,e -%ve$o#)

"ro(u#e e8"or$1

T,e !'0or "ro(u#$ e8"or$e( 're !'-$e( !%-) /oo(3 +,ee 'n( #,eee 2$o

o!e e8$en$4 $o $,e #oun$r%e -%)e B'n+-'(e,3 UAE3 Ne"'-3 Sr% L'n)'3

B',r'%n 'n( O!'n1

E4!rt !tentia" and .ar$etin0

B'n+-'(e,3 Un%$e( Ar'. E!%r'$e3 Ne"'-3 Sr% L'n)' 'n( O!'n 're $,e

"o$en$%'- #oun$r%e /or e8"or$ o/ !'-$e( !%-) "ro(u#$3 .u$$er 'n( +,ee1

T,e e8"or$ o/ !%-) 'n( !%-) "ro(u#$ $o #urren$-y e8%$%n+ !'r)e$ &ou-(

%n#re'e $o R1 = !%--%on 'n( $o ne& !'r)e$ $o R1 !%--%on1 T,u e8"or$

're -%)e-y $o $ou#, R1; !%--%on .y $,e $urn o/ $,e #en$ury1

T,e GATT '+ree!en$ /ur$,er +'ve ' .oo$ $o $,e ('%ry %n(u$ry3 ' In(%' ,' '

#o!"'r'$%ve #o$ '(v'n$'+e %n re+'r( $o !%-) "ro(u#$%on1

NABARD ,' .een '#$%ve-y %nvo-ve( %n #re(%$ (%.ure!en$ %n ' nu!.er o/

#,e!e %n ('%ry e#$or1

O/er/ie1 !- the Indian Dair+ Se&t!r


9/74

T,e #oun$ry % $,e -'r+e$ !%-) "ro(u#er '-- over $,e &or-(3 'roun( ;; !%--%on

MT

V'-ue o/ ou$"u$ '!oun$e( $o R1 < .%--%on 2%n =;;6;4 2A""ro8%!'$e-y

e9u'- #o!.%ne( ou$"u$ o/ "'((y 'n( &,e'$4

$,o/ $,e &or-( .ov%ne "o"u-'$%on

M%-#, 'n%!'- 2 %n(%+enou #'$$-e3 .u//'-oe3 'n( ; #ro .re(

#o&4

I!!ene-y -o& "ro(u#$%v%$y3 'roun( ;;; )+ye'r 2&or-( 'ver'+e =;

)+ye'r4

L'r+e no1 o/ un"ro(u#$%ve 'n%!'-3 -o& +ene$%# "o$en#y3 "oor nu$r%$%on 'n( -'#)

o/ erv%#e 're $,e !'%n /'#$or /or $,e -o& "ro(u#$%v%$y

T,ere 're (%//eren$ re+%on ? (eve-o"e(3 'ver'+e3 .e-o& 'ver'+e 2e'$ern $'$e

o/ Or%'3 B%,'r 'n( NE re+%on4 %n $,e ('%ry %n(u$ry1

Page | 9


10/74

CHAPTER ? II

ABOUT MILKFED

5ISTOR6

Mi"$-ed is n!t an %n$n!1n na.e -!r the e!"e !- P%n7a8( It is /er+

!%"ar a.!n0 the e!"e( There is a /er+ "!n0 hist!r+ 8ehind this !%"arit+(

In


11/74

A-$,ou+, $,e /e(er'$%on &' re+%$ere( !u#, e'r-%er3 .u$ %$ #'!e $o re'- e-/ %n $,e

ye'r


12/74

AC5IEVEMENTS

On $,e .'% o/ 9u'-%$y &%$, e//%#%en$ '(!%n%$r'$%on3 MILKFED ,' no$ on-y

e$'.-%,e( ne& !%-e $one o/ "rov%(%n+ erv%#e $o D'%ry /'r!er .u$ #'-e( ne&

,e%+,$ %n (e-%+,$%n+ e$ee!e( #u$o!er '-o1 T,% ,' reu-$e( %n$o $re!en(ou

'#,%eve!en$ %n '-- /%e-(1 M%-)/e( no$ on-y "rov%(e 'ure( !'r)e$ $o !%-)

"ro(u#er .u$ '-o #'rr%e %n"u$ $o en,'n#e !%-) $o $,e%r (oor$e"1 T,e D%$r%#$

Coo"er'$%ve M%-) Pro(u#er7 Un%on 'n( M%-) P-'n$ ,'ve '$$'%ne( e-/6u//%#%en#y

or 're on $,e $,re,o-( o/ '$$'%n%n+ %$1 M%-)/e( ,' "-'ye( ' very v%$'- ro-e %n

"rov%(%n+ ' $ron+ .'e /or re!uner'$%ve "r%#e $o $,e "ro(u#er $,ey +e$ !ore

!oney /or $,e%r !%-) 'n( "'y!en$ 're $%!e-y1 In '((%$%on $e#,n%#'- %n"u$ erv%#e

%n /ee(%n+3 .ree(%n+ 'n( !'n'+e!en$ 're e'%-y '##e%.-e1 V'-ue '((%$%on % one

o/ M%-)/e(7 $,ru$ 're' 'n( $,e "-'n$ "ro(u#e no$ on-y "'$eur%>e(3 ,o!o+en%>e(

!%-) .u$ '-o .u$$er!%-)3 #re'!3 #,eee3 %#e #re'!3 .u$$er 'n( #-'r%/%e( .u$$er6o%-

2+,ee4 'n( ever'- o$,er "ro(u#$1 T,e M%-) Un%on ,'ve !'r)e$e( !%-) 'n( !%-)

"ro(u#$ o/ $,e v'-ue o/ R =;=1 #rore (ur%n+ $,e ye'r un(er re"or$1 A '

#oo"er'$%ve3 M%-)/e( % '-o %n$ru!en$'- %n e!"o&er%n+ !%-) "ro(u#er3

e"e#%'--y &o!en 'n( "oor "eo"-e3 'n( /o$er%n+ !'n'+e!en$ )%--1 M%-)/e( run

re+u-'r #oure /or !e!.er %n Co6o"er'$%ve Deve-o"!en$1

1 MILKFED % "rov%(%n+ $e#,n%#'- %n"u$ erv%#e -%)e 'n%!'- ,e'-$,#'re3

u""-y o/ 9u'-%$y #'$$-e /ee(3 /o((er ee( e$#1 '$ $,e (oor $e" o/ $,e ('%ry

/'r!er un(er %$ Pro(u#$%v%$y En,'n#e!en$ Pro+r'!!e1

=1 For "ro(u#%n+ 9u'-%$y $e#,n%#'- erv%#e MILKFED ,' e$'.-%,e( %$ o&n

$&o #'$$-e /ee( "-'n$ ,'v%n+ #'"'#%$y o/ $,ree ,un(re( !e$r%# $on "er ('y1


13/74

1 D'%ry F'r!er 're .e%n+ en#our'+e( $o "ro(u#e 9u'-%$y !%-) un(er $,e C-e'n

M%-) Pro(u#$%on Pro+r'!!e .y "'y%n+ "re!%u! "r%#e /or 9u'-%$y !%-)1

1 MILKFED %n$'--e( ' .'#$o#'n %n %$ M%-) Un%on3 Lu(,%'n' &,%#, % /%r$

%n In(%' /or (e$er!%n%n+ $,e .'#$er%'- #oun$ %n r'& !%-) '$ (%//eren$ $'+e1

1 Dur%n+ $,e -'$ ye'r3 M%-) P-'n$ 'n( = C'$$-e Fee( F'#$or%e o/

MILKFED3 Pun0'. &' '##e(%$e( &%$, ISO6


14/74

MARKETING STRATEG6 OF MILKFED; P


15/74

T


16/74

1 E8"'n%on o/ .u$$er !'nu/'#$ur%n+ #'"'#%$y 'n( re#on(%$%one( .u$$er

!'nu/'#$ur%n+ !'#,%nery &%-- .e %n$'--e(1

1 E8"'n%on o/ e8%$%n+ %#e #re'! !'nu/'#$ur%n+ #'"'#%$y 'n( e$ u"

'((%$%on'- I#e Cre'! P-'n$ '$ '-'n(,'r1

1 M%-)/e( $r%ve $o +%ve .e$$er 'n( re!uner'$%ve "r%#e $o $,e /'r!er $o !')e

('%ry '$$r'#$%ve 'n( u$'%n'.-e "ro/e%on1

1 Prov%(%n+ %!"rove( $e#,n%#'- %n"u$ erv%#e $o /'r!er1

1 Se$$%n+ u" .%+ #o!!er#%'- /'r!1

C5APTER III

ABOUT THE UNI T

M%-) P-'n$ B'$,%n(' &'#o!!%%one( %n Se"$e!.er3


17/74

on $ 'nu'ry


18/74

O87e&ti/es

1 To $ren+$,en ('%ry e#$or3 M%-)/e( #'!e %n$o e8%$en#e %n


19/74

C5ILING CENTER:

A$ "reen$ %8 !%-) #,%--%n+ #en$er 're /un#$%on%n+ un(er !%-) "-'n$ ver)'1

T,e (e$'%- o/ &,%#, 're ' un(er:

,( M(C(C; Ra.%ra; )( M(C(C; Bha0ta ( M(C(C; Ta"1andi Sa8!

'( M(C(C; Bada" ( M(C(C; Bhi$hi ( M(C(C; Sard%"0arh

FINANCIAL PERFORMANCE

M%-) P-'n$3 S'n+rur ,' e'rne( ' Ne$ "ro/%$ o/ R1 ;1 %n ye'r =;;;6=;;

'n( %n =;;6=;;= &' =1 -'),1 In $,e ye'r =;;=6=;; "-'n$ ,' e'rne( ne$ -o

o/ ;1 -'), 'n( %n =;;6; %$ e'rne( ne$ -o o/ ;=1 -'),1 For $,e ye'r =;;6

; 'n( =;;6=;; %$ ,'( ne$ -o o/ ;1


20/74

CHAPTER ? IV

FUNCTIONS HIERARCH@ OF

MARKETING SECTION

MRKETING DEPARTMENT

T,e !'r)e$%n+ e#$%on "-'y ' v%$'- ro-e %n $,e "-'n$ 'n( $,e un%on1 T,e !'r)e$%n+e#$%on o/ M%-) P-'n$3 B'$,%n(' % ' &e--6/un#$%on%n+ e#$%on3 &,%#, e'- $,e

"ro(u#$ "ro(u#e( ,ere un(er ' $r'(e n'!e o/ ver)' $,% !'r)e$%n+ e#$%on #over/o--o&%n+ e#$%on Pun0'. ' &e-- ' %n o$,er $'$e %n H'ry'n'3 R'0%$,'n1

A1 Pun0'.

,( B'$,%n('

)( M'n'

( F'r%()o$

'( F%ro>"ur

( R'!"ur'

( T'-&'n(% S'.o

2( M'-ou$

( A.o,'r

B1 H'ry'n'

1 H%'r

=1 S%r'

1 R'n%'


21/74

1 D'.&'-%

1 E--en',.'(

C1 R'0%$'n

1 S'n+r%'

=1 S,r% G'n+'n'+'r

ORGANIATION STR


22/74

SALIET FEAT


23/74

1 u'-%$y 'ur'n#e

T,e !'n'+e!en$ o/ !%-) "-'n$ ,' '(o"$e( e"e#%'- "ro+r'! on 9u'-%$y %n#e $&oye'r #'--e( u'-%$y Aur'n#e Pro+r'!!e %n &,%#, enure( $,'$ $,e /%n'- "ro(u#$!u$ #o!e ou$ &%$, n'$%on'- 'n( %n$ern'$%on'- 9u'-%$y nor! ' "er P1F1A1

$'n('r(1 T,e "ro(u#$ '-o $e$e( v'r%ou $'n('r( -'.or'$or%e -%)e #o!"o%$e/oo( -'.or'$or%e1

1 F%n'n#%'- Po%$%on

T,e F%n'n#%'- Po%$%on &' very &ee) .e/ore =;;6;< &,%#, $'r$e( %!"rov%n+&%$, $,e %!"rove!en$ o/ !%-) "ro#ure!en$1 T,e -oe &ere re(u#%n+ ye'r $oye'r 'n( no& ' $'+e ,' #o!e $,'$ $,e un%on &%-- (e/%n%$e-y e'rn ne$ "ro/%$ %n$,e ye'r =;;


24/74


25/74

GENERAL COMPOSITION FOR MILK

Per&enta0e C!1 Mi"$ B%--a"! Mi"$

F'$ 1 1

Pro$e%n 1 1!eo$,er4

;1;=

E!u-%/%er 2M'81 By

&$14 1;

Preerv'$%ve 2M'81 .y &$14

;1

Sor.%# A#%( or N%%n or .o$,

@ M

M'81+! ;

C'-%/or! M'81;1 +!

NIL

Aero.%# "ore M'8+!

;;

An'ero.%# "ore M'8+!

=;;

M%-) F'$ 2M%n1on (ry !'$$er .'% 4 ;

S'-$ 2M'81 By &$14 1;

S$'.%-%>erE!u-%/%er 2M'81 By &$1} 1;

Preerv'$%ve 2M'81 By &$14 ;1

Sor.%# A#%( OR N%%n or .o$,

C'-#%u! C,-or%(e 2M'81 By

&$14 ;1;=

@ M

2M'84+! ;

Co-%/or!

2M'8+!4 NIL

Aero.%# S"ore

2!'8+!4 ;;

An'ero.%# "ore

2M'8+!4 =;;

RAW C5EDDAR C5EESE PANEER


27/74

Mo%$ure 2M'814 F'$ 2M%n1on (ry !'$$er .'%4 =S'-$ 2M'81 By &$14 ;1=;S$'.%-%>erE!u-%/%er 2M'81 By &$14 ;1=

Preerv'$%ve 2M'81 By &$14 ;1 Sor.%# A#%( or N%%n or .o$,

1 F-'voure( M%-) :

SWEETENED FLAVO


28/74

LASSI

M%-) F'$ 1; $o 1To$'- So-%( 2By &$14 =; 6 =

Su+'r =1;;

RASEEELA

C,eee 5,ey ;Su+'r =6=1M'n+o Pu-" ;1;;Br%8 A#%(%$y2C%$r%# A#%(4 ;1=

"H 1


29/74

FFA O-e%# A#%(2 M'84 ;1;

B


30/74

F'$ 1; 6 1;

T1S1 1; 6


31/74

To$'- A, 2M'814 1=1=L'#$'$e Con$en$ 2M++1M'84 1;6

B'#$1 Coun$ +1M'84 ;3;;;;3;;;Co-%/or! Coun$+1M'84 NIL

NIL E8#e"$ Pro(u#$%on (e%+n'$e( ' JH%+,He'$J

&,%#, ,'-- no$ .e !ore $,'n =1; !- E8#e"$ Pro(u#$%on (e%+n'$e( ' JH%+,He'$J

&,%#, ,'-- no$ .e !ore $,'n =1 !-

A.en$ Ino-u.%-%$y %n(e8 ' "er ADPI %1; !- /or e8$r' +r'(e 'n( 1!- /orS$'rn('r( Gr'(e1

2( Vi0!%r &h!&"ate !1der:

MALTED MILK FOOD WIT5 COCO POWDER

Mo%$ure 2M'81.y &$4 1;To$'- "ro$e%n 2M%n1on (ry .'% 4 1=To$'- F'$ 2M%n1on (ry .'% 4 To$'- A, 2M%n1on (ry .'% 4

Page | 31


32/74

A#%( %no-u.-e A, 2M'814 ;1So-u.%-%$y 2M'814 ;Co#o' Po&(er 2M%n4 SPC +! 2M'814 ;3;;;Co-%/or! Coun$+! 2!'814

N!te: This r!d%&t is n!t r!d%&ed at Mi"$ P"ant; Bathinda(

PROD


33/74

MANGO RASEEELA )33 ."( Tetraa$

PINE APPLE RASEEELA )33 ."( Tetraa$

MILK CAKE PEDA )33 0.s P$t(

KA=< PINNI 3 0.s( P$t(

MILK PO


34/74

The starting point for the effective marketing strategy is the consumer an his

prouct preferences! "tuying the consumer c#ose#y$ ana#y%ing his nees$

#ife sty#es an stanar of #iving &i## ena'#e marketer to formu#ate

effective marketing strategies! E#ements for effective marketing strategies

are()

1 Pro(u#$ "-'nn%n+

=1 Pr%#%n+

1 Po%$%on%n+ o/ "ro(u#$

1 D%$r%.u$%on #,'nne- "-'nn%n+

1 Pro!o$%on'- "-'nn%n+

,( Pr!d%&t P"annin0:J

Be/ore en$er%n+ %n$o $,e "ro(u#$%on "ro#e3 %$ &ou-( .e %!"or$'n$ $o

un(er$'n( $,e -%)e-y %!"rove!en$ 'n( !o(%/%#'$%on re9u%re( %n $,e e8%$%n+

"ro(u#$1 T,e "ro(u#$%on (e%+n3 #o-u 'n( 9u'-%$y ou+,$ $o .e "-'nne( ' "er

(e!'n( 'n( $,e $'$e o/ $,e #onu!er1 T,% &ou-( ,e-" !')e "ro(u#$ '##e"$'.-e

$o $,e "o"u-'$%on1 For e8'!"-e3 %$ ,' .een o.erve( $,'$ rur'- #onu!er re-%,

JHo!e!'(e +,eeJ &,%#, % "re"'re( .y ,e'$%n+ .u$$er o.$'%ne( .y #,urn%n+ #ur(1

T,% "ro#e %n(u#e ' "e#u-%'r '$$e!"$ $,e r%"en%n+ "ro#e /or !'nu/'#$ur%n+

+,ee 'n( ,ou-( (eve-o" /-'vor ' #-oe $o $,'$ o/ $,e JHo!e !'(e +,eeJ1


35/74

T,e "'#)%n+ o/ "ro(u#$ ,ou-( .e $ron+ enou+, $o &%$, $'n( rou+,

,'n(-%n+1 T,e %>e o/ "'#)%n+ ,ou-( .e !'--er $,'n ur.'n re$'%- "'#) o ' $o u%$

$,e '//or('.%-%$y .y $,e rur'- !'e1 A -o& un%$ "r%#e "'#) % (e%r'.-e .e#'ue o/

$,e -o& "ur#,'%n+ "o&er o/ rur'- #onu!er1

)( Pri&in0:J

Pr%#e % 'n %!"or$'n$ e-e!en$ o/ $,e !'r)e$%n+ $r'$e+y1 T,e ro-e o/ "r%#e

.e#o!e !ore %+n%/%#'n$ .e#'ue o/ -o& "ur#,'%n+ "o&er o/ $,e In(%'n

"o"u-'$%on1 T,% /'#$or ,ou-( .e #on%(ere( &,%-e "r%#%n+ $,e "ro(u#$1 For

e8'!"-e3 $,e "r%#e o/ +,ee !u$ .e -o&er $,'n $,e #o$ o/ !'nu/'#$ur%n+ +,ee '$

,o!e .y !%-) "ro(u#er o$,er&%e $,ey &ou-( no$ /%n( %$ '$$r'#$%ve $o .uy /ro!

$,e !'r)e$1

P'#)%n+ #o$ o/ $,e "ro(u#$ ,ou-( .e )e"$ ' -o& ' "o%.-e1

( P!siti!nin0 !- Pr!d%&t:J

A/$er 'n'-y>%n+ $,e "re/eren#e o/ $,e rur'- #onu!er ' /%r! ,ou-( "o%$%on

%$ "ro(u#$ %n 'n '""ro"r%'$e &'y1 T,e "o%$%on%n+ o/ $,e "ro(u#$ #'n .e (one %n

!'ny &'y1 For e8'!"-e:6

'4 Lo& "r%#e "o%$%on%n+

Page | 35


36/74

.4 Po%$%on%n+ on $,e ene o/ .e-on+%n+ne

#4 u'-%$y -e'(er,%"

A/$er 'n'-y>%n+ $,e "ro(u#$ '$$r%.u$e 'n( $u(y%n+ $,e rur'- ,'.%$3 $'$e

'n( -%/e $y-e3 one #'n #o!e u" &%$, ' "ro"er $r'$e+y $o "o%$%on $,e !%-) "ro(u#$

%n rur'- 're'1

'( Distri8%ti!n Channe" P"annin0:J

D%$r%.u$%on % ' !'0or "ro.-e! %n !'r)e$%n+1 In "%$e o/ $,e +ro&%n+

'&'rene '.ou$ $,e "o$en$%'- o/ !'r)e$3 !o$ !'r)e$%n+ /%r! ,'ve /'%-e( $o $'" %$

.e#'ue $,ey #ou-( no$ (eve-o" 'n e//e#$%ve (%$r%.u$%on y$e!1

T,e !o$ o/ 're' ,'r(-y ,'ve 'ny '+en$3 (e'-er or $o#)%e$1 M%-) P-'n$

,' 'n '(v'n$'+e over $,e "r%v'$e en$er"r%e .e#'ue o/ $,e%r ('%-y !%-) #o--e#$%on

ne$&or) o/ v%--'+e -eve- o#%e$%e1 T,e o#%e$y &or) ' $o#)%e$(e'-er 'n( $,e

e#re$'ry o/ $,e o#%e$y .e#o!e ' +oo( !e(%u! $o rou$e $,e "ro(u#$ $o $,e

u-$%!'$e #onu!er1 T,ere/ore3 %/ $,e e#re$'ry % +%ven re$'%-er !'r+%n3 ,e +e$

!o$%v'$e( $o e-- $,e "ro(u#$1 Cre(%$ /'#%-%$%e '+'%n$ $,e !%-) '-e #'n '-o .oo$

$,e '-e1 Gr'! Sev' S'!%$% #'n '-o .e ue( ' '-e "o%n$ .y +%v%n+ $,e! u%$'.-e

!'r+%n1

( Pr!.!ti!na" P"annin0:J


37/74

5,%-e (e#%(%n+ on ' $o &,%#, !e(%' &ou-( re'#, $,e "ro"e#$%ve .uyer

e//e#$%ve-y3 $,e o#%o6#u-$ur'- .'#)+roun(3 $,e -%$er'#y -eve- 'n( $,e%r !e(%'

"re/eren#e nee( $o .e $u(%e(1 Rur'- "eo"-e &%$, -o& -%$er'#y -eve- &ou-( on-y

re!e!.er .r'n( .y "%#$ure y!.o- ' o""oe( $o .r'n( n'!e1 For $,e u#,

#onu!er ' !e'+e ,ou-( .e %!"-e 'n( (e%+n ,ou-( .e #'$#,y $o #o!"re,en(1

A !en$%one( e'r-%er one ,ou-( un(er$'n( $,e "y#,o-o+y o/ $,e #onu!er

.e/ore (e%+n%n+ $,e JMe'+eJ1 Rur'- !%-) "ro(u#er +ener'--y "er#e%ve $,'$

#onver$%n+ !%-) %n$o +,ee '$ ,o!e % ' #,e'"er "ro"o%$%on1 T,e !e'+e ,ou-( o

(e%+ne( ' $o .re') $,ee no$%on o/ rur'- !'e1 Rur'- "eo"-e ,ou-( e(u#'$e

$,'$ #onver%on o/ !%-) %n$o +,ee '$ ,o!e % ' #o$-%er "ro"o%$%on1 Po$er %n $,%

#on$e8$ ,ou-( .e "'$e( '$ v'r%ou o#%e$%e 'n( !e'+e ,ou-( .e #o!!un%#'$e(

$,rou+, v%--'+e e8$en%on &or)er1

CHAPTER ? VII

SALE TRACK OF LAST FE5 @EARS

1


38/74


39/74

6ear )3,3J)3,,


40/74

)(


41/74

Sa"e !- &%rd:

Sa"e !- Lassi Na.$een:

Page | 41


42/74


43/74

Parti&%"ar Tar0et

)33J,3

A&hie/e.ent

)33J3 )33J

,3

*A&h(

O/er

tar0et

J *

!/er

"ast +ear

G,ee 2MT4 ;1;;; ;1;

;

1;; = =

T'.-e Bu$$er

2MT4

1;;;


44/74

'( Sa"e !- tetra a&$ r!d%&ts; PIO; H I&e Crea. -!r the +ear )33J,3

Parti&%"ar Tar0et

)33J,3

A&hie/e.ent

)33J3 )33J

,3

*A&h(

O/er

tar0et

J * !/er

"ast +ear

R'%-' =;; M-1

P)$1

;;

;

; =; ;

L'% =;; M-1 P)$1 =


45/74

T'r+e$ /or $,e ye'r =;;


46/74

T'r+e$ /or $,e ye'r =;;


47/74

Sr(

N!(

Parti&%"ars C%.%"ati/e

%t! Mar&h;

)33

C%.%"ati/e

%t! Mar&h;

)3,3

*a0e in&rease and

de&rease

,( A/era0e &it+ S%"+

?LPD@

)3)' )',)' ,2(3

)( Fresh Pr!d%&ts

A Paneer ?MT@ (22 ,3(2 ,(3

B C%rd ?MT@ ,,(2 ,2)() 3(3

C Kheer ?MT@ ,('' ,2() ,)(3

D Lassi ?Na.$een@ Ltrs(,',, ,2 ,)3'

Tetra Pa&$I&eJCrea.

A Rassi"a )33 M"( P$ts( 23, )'32 3(3

B Lassi )33 M"( Pt$s( ,'3,3 ),), )(3

C Pi! B!tt"es )33 M"( )''3 )'33 (3

D I&eJCrea. Ltrs( )2 '' 3(3

' Pr!d%&ts ?MT@

A Ghee 23(2 2(' )(33

B WMP )3,( 2'( ,(3

C Ta8"e B%tter '(, ( J)(3

D Pan7iri ,, ,' J)(3

CHAPTER ? VIII

RESEARC5 MET5ODOLOG6

For '#,%ev%n+ $,e o.0e#$%ve o/ $u(y3 urvey &' #on(u#$e(1 For urvey3

"eron'- %n$erv%e& o/ $,e M'n'+e!en$ &or)er &ere un(er$')en1 Peron'-

%n$erv%e& o/ o//%#%'- &or)%n+ %n $,e !%-) "-'n$ &' e-e#$e( ' $,e !o(e o/ urvey

Page | 47


48/74


49/74

1 T,e '!"-e o/ ,o")ee"er !'y no$ .e re"reen$'$%ve o/ $,e $o$'-

"o"u-'$%on %>e1

1 T,e ,o")ee"er ,e%$'$e (%#-o%n+ $,e $rue /'#$ -%)e $,e%r #ore

"re/eren#e $o "ro/%$ !'r+%n %n (e'-%n+ o $,e reu-$ !'y v'ry /ro!

or%+%n'- o!e&,'$1

1 T,ere % no !e'ure $o #,e#) ou$ &,e$,er $,e %n/or!'$%on "rov%(e( .y

$,e ,o")ee"er % #orre#$ or no$ .e#'ue %+n%/%#'n$ "'r$ o/ $,e

%n/or!'$%on % .'e( on $,e 0u(+e!en$ o/ ,o")ee"er no$ on 'n(

!'$,e!'$%#'- #'-#u-'$%on1

Page | 49


50/74

Ana"+sis !- in-!r.ati!n:

1 In ,o& !'ny M%-) Br'n( (o you (e'- %n

Ver)' =

B'.'M%-)

S'r'

To('y M%-) =

S,u(

O$,er3S"e#%/y


51/74

=1 5,%#, % $,e -e'(%n+ .r'n(

Ver)' ==

B'.' M%-) < S'r'

To('y M%-)

S,u(, =

Page | 51


52/74

1 5,y (o u "re/er $,% "'r$%#u-'r .r'n( over o$,er

Pr%#e

u'-%$y T'$e

Serv%#e

Re+u'r Su""-y

A--


53/74

1 Do you &%$#, over $o o$,er .r'n(

@e No

Page | 53


54/74

1 5,y (o you &%$#, over

Pr%#e

T'$e =

Av'%-'.%-%$y

Pro/%$ M'r+%n


55/74

1 Do you ,'ve /'%$, %n Ver)' "ro(u#$

@e ;

No ;

Page | 55


56/74

1 I/3 (on7$ -%)e Ver)' "ro(u#$3 "-e'e "e#%/y re'on

I$ % no$ 'v'%-'.-e '$ '-- $%!e

Co$ % ,%+,er $,'n o$,er

u'-%$y % no$ .e$$er1

Pro/%$ !'r+%n % very -o&


57/74

Are you '&'re '.ou$ $,e /o--o&%n+ Ver)' "ro(u#$ /or (%//eren$

e+!en$#onu!er

Page | 57


58/74

M%-) ;

G,ee ;

S)%!!e( M%-) Po&(er =

R'%-'

T'.-e Bu$$er P'neer

K,o'

Cur(

M%-) C')e ;


59/74


60/74

;1 Are you '&'re '.ou$ $,e $or'+e #on(%$%on o/ Ver)' !%-)

@e ;

No ;


61/74

1 Sour#e o/ '&'rene $o Ver)'

P-'n$ =

A(ver$%e!en$

De'-er

M%-) v'n

O$,er ,o")ee"er

Page | 61


62/74

1= A(ver$%e!en$ o/ Ver)' %

Su//%#%en$

No$ Su//%#%en$


63/74

1 5,%#, !e(%' %n/-uen#e !o$ %n '(ver$%e!en$

T1V1 S%+n.o'r(

B'nner =

5'-- "'%n$%n+

P'!",-e$ =

Ne& "'"er

Page | 63


64/74

1 E//e#$ o/ '(ver$%e!en$ on '-e

No e//e#$ No!%n'- e//e#$

So!e &,'$

Gre'$ =


65/74

1 Ho& #'n Ver)' %n#re'e %$ '-e

Page | 65

On $%!e (e-%very

u'-%$y ;

Pr%#e

A(ver$%e!en$


66/74

CHAPTER ? I


67/74


68/74


69/74

CONCL'$%on1 5or)%n+ &%$, $,e o$,er !'n'+e!en$ $u(en$ /ro! v'r%ou #o--e+e

'n( un%ver%$y +%ve !e ' #,'n#e $o -e'rn ' -o$ /ro! $,e!1

I$ &' 'n '!'>%n+ e8"er%en#e &%$, -e'rn%n+ '-- $,e &'y3 &,%#, ,e-"e( !e $o

.ru, u" !y )no&-e(+e 'n( )%--1

BIBLIOGRAP56

Page | 69


70/74


71/74

I Ga0andee Sin0h here8+ de&"are that the in-!r.ati!n s%8.its in

%esti!nnaire 1i"" 8e %sed !n"+ -!r resear&h %r!ses n!t t! ser/e an+ "e0a" !r

!ther .eas%res

C!ns%.er Taste H Pre-eren&es((

1 In ,o& !'ny M%-) Br'n( (o you (e'- %n

Ver)'

B'.' M%-)

S'r'

To('y M%-)

S,u(,

O$,er3S"e#%/yWWWWWWWWWWWWWWWW

=1 5,%#, % $,e -e'(%n+ .r'n(

Ver)'

B'.' M%-)

S'r'

To('y M%-)

S,u(,

1 5,y (o u "re/er $,% "'r$%#u-'r .r'n( over o$,er

Pr%#e

u'-%$y

T'$e

Serv%#e

Re+u-'r Su""-y

A--

1 Do you &%$#, over $o o$,er .r'n(

@e

No

Page | 71


72/74

1 5,y (o you &%$#, over

Pr%#e

T'$e

Av'%-'.%-%$y

Pro/%$ M'r+%n

1 Do you ,'ve /'%$, %n Ver)' "ro(u#$

@e

No

1 I/3 (on7$ -%)e Ver)' "ro(u#$3 "-e'e "e#%/y re'on

I$ % no$ 'v'%-'.-e '$ '-- $%!e

Co$ % ,%+,er $,'n o$,er

u'-%$y % no$ .e$$er1

Pro/%$ !'r+%n % very -o&

A1areness and Kn!1"ed0e(

Are you '&'re '.ou$ $,e /o--o&%n+ Ver)' "ro(u#$ /or (%//eren$

e+!en$#onu!er

M%-)

G,ee

S)%!!e( M%-) Po&(er

R'%-'

T'.-e Bu$$er

P'neer K,o'

Cur(

M%-) C')e


73/74

@e

No

;1 Are you '&'re '.ou$ $,e $or'+e #on(%$%on o/ Ver)' !%-)

@e

No

Media H Ad/ertise.ent

1 Sour#e o/ '&'rene $o Ver)'

P-'n$

A(ver$%e!en$

De'-er

M%-) v'n

O$,er ,o")ee"er

1= A(ver$%e!en$ o/ Ver)' %

Su//%#%en$

No$ Su//%#%en$

1 5,%#, !e(%' %n/-uen#e !o$ %n '(ver$%e!en$

T1V1

S%+n.o'r(

B'nner

5'-- "'%n$%n+

P'!",-e$

Ne& "'"er

1 E//e#$ o/ '(ver$%e!en$ on '-e

Page | 73


74/74

No e//e#$

No!%n'- e//e#$

So!e &,'$

Gre'$

Feed8a&$ H S%00esti!n(

1 Ho& #'n Ver)' %n#re'e %$ '-e

On $%!e (e-%very

u'-%$y

Pr%#e

A(ver$%e!en$

Any3 Su++e$%on1

WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW



WWWWWWWWWWWWWWWWWWWWWWWWWWW

Res!ndents Parti&%"ar((

N'!e: WWWWWWWWWWWWWWWWWWWWWWWW Con$'#$

No1WWWWWWWWWWWWWWWWWWWWWWW

A((re:WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW


WWWWWWWWWWWWWWWWWW

chandan singh marketing files..doc

Documents