1

A

PROJECT REPORT ON

MARKETING ANALYSIS & MANAGEMENT at GABIREL FOODS PVT. LTD.

Submitted to

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

Inpartial fulfillment of there quirements

For the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(IIIrd SEMESTER)

Submitted by: Name:PIYUSH GUPTA Regn.No.: 12STMIJ0041 Roll.No.: College Code: J962

First India School Of Business

(ELCCODE:081023078) 36thMilestone, NH-8, NearHonda Chowk, Gurgaon.

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DECLARATION

I here by declare that the Training Report conducted at

GABRIEL FOODS PVT. LTD , NEW DELHI

Under the guidance of

(Mrs. Diksha Kathpalia)

Submitted in Partial fulfillment of there quirements for the

Degree of

MASTER OF BUSINESS ADMINISTRATION

TO

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

RollNo.: Regn.No.: 12STMIJ0041 Students Signature: Place: NEW DELHI PIYUSH GUPTA

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CERTIFICATE

This is to certify that Mr. PIYUSH GUPTA, S/O- Mr. PRAMOD GUPTA, a student of

MBA (summer semester), Maharshi Dayanand University (MDU), Rohtak, has

successfully completed 02 (Two) months (From 11st February, 2013 to 12th April, 2013)

long internship programme at GABRIEL FOODS PVT. LTD. During the period of his

internship programme with us he was found punctual, hardworking and inquisitive.

We wish him every success in life.

.

Prof Kamlesh Vyas

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ACKNOWLEDGEMENT

A project work without never the work of an team. It is more a combination of ideas, suggestions, and work involving many teams, the Text Books, Internet, Periodicals and Journals etc. Moreover, without contributions the help and support of my project guides this mission would have been far from accomplished. advice and guidance and mentoring at each stage of the project development is fundamental to the projects Their valuable success. Understanding the needs and nuances was an enriching experience indeed. I am deeply indebted to Mrs. Diksha Kathpalia, (Gabriel Foods Pvt.Ltd.) for hisand constant support guidance through out the project. He has been a tremendous source of inspiration to me. I am also thankful to Mrs. Diksha Kathpalia ,my internal guide for providing me with this wonderful to get associated with Gabriel Foods Pvt. Ltd.and gain exposure to the Indian markets and its consumers opportunity. And I would like to thank for his support. my chair person and internal mentor Mr. Kamlesh Vyas.

Sheer They have remained a source of blessings of my parents have helped me to complete my project. inspiration for me who have always prayed for my success. PIYUSH GUPTA

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CONTENTS

TOPIC PAGE NO

Abstract 6

Preface 7

Executive Summery 8

Introduction 9-23

Product Profile 24-41

Literature Review 42-43

Competitor Analysis 44-45

Study of distributors and retailers 46-48

Research Methodology 49-50

Conclusion 51

Limitations 52

Recommendations 52

Bibliography 53

Annexure 53

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ABSTRACT

The project report will emphasize on the concept of consumer perception

in different projects such as primary as well as ready to move projects in

Market Analysis & Marketing by Gabriel Foods Pvt. Ltd. The project

report is based on feedback taken from the industries, malls, and

individual customers also. Therefore, the data is actual and based on fact.

The data is primary as well secondary.

The main focus is to know about the image of the company Product, what

customers and Shop keepers think and after is done, would the project be

delivered by the company on right time or not. The brand image and after

sale services of Gabriel are compared with the other players present in the

market.

The project comprises of the introduction of the topic and the company, analysis and findings, that which is the best option in the primary and ready to move project. The methodology of the research will be descriptive based on the sample size of 100 respondents. The recommendation will be given based on the findings and conclusion.

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PREFACE

Life is too short, and the art is too long. Unexpected happenings often make judgment fallacious.

The most motivating aspect associated with pursuing a course in

Management of Business studies are the dynamism associated with it.

Dynamism of adding a new prospective to ones personality and vision by accumulating wider knowledge, developing analytical skills not only by

traditional way of the tea chaining and learning but also by observation

things at work. The project gives a considerable exposure to students and provides them with an opportunity to see the application part of what

we study or learn in classrooms.

Gabriel Foods Pvt. Ltd. is a reputed company of India in Foods Markets,

which has a big brand image on the customers mind. Gabriel also plays

an important role in infrastructure, event management, placement

procedure, and tourism.

The company has given me the opportunity to be the part of it for 2 months as a trainee. Therefore, it would be relevant and interesting for both the company and me to conduct research on a topic which in my opinion has never been studied before. It was a great challenge for me to conduct a study on the topic but I did enjoy the whole project.

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EXCUTIVE SUMMARY

Marketing sector is in growing phase now a day because Indian Economy

is growing at a very good pace and the real Knowledge increasing day by

day and demand for homes Product, shopping Malls etc. is increasing day

by day in our country.

The consumer perception about primary and ready to move projects in

Marketing Sector is what they think while purchasing. So how can the

brand image be built? It depends on the companys policy, project that was successful in the last year, services and delivery in right time and

affordability of the product. Gabriel Foods Pvt. Ltd. is a reputed company

of India in terms of brand image and delivery of projects.

The first part of my project involves the study of distributors allocated to

me Identification of their problem areas and helping them in order to

increase sale. For this, I used the method of personal interviews and

questionnaires. At the same time, they were being made aware of the

incremental scheme of Good Milk for the distributors. Along with the

distributors, a study of retailers was conducted to better understand the

grievances and identify the gaps. For this, I visited around 50 outlets in

the area i.e., North and East Gurgaon and spoke to them. I was also

supposed to find out new retail outlets and convince them to sell Good

Milk by showing them the opportunity of being attached with a big FMCG

brand and increase the customer base.

Good milk or more specifically the factors affecting the decision of purchase of milk. For this, a sample of 200 consumers was taken and a factor analysis was carried on to find the decision-making factors. Therefore, this project report will focus only on these problems and parameters of Gabriel Foods Pvt. Ltd.

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INTRODUCTION

The project was an attempt to know the reasons behind low sale of milk of Organic milk. Despite of being the first in the industry, and having the first mover advantage and the brand name, the sale has fallen down incredibly due to competitors like Amul ,Metro dairy , Red Cow and others. There is a need to revamp the company and position it all over again in the mind of the consumers. In doing so firstly the grievances of the distributors and the retailers were required to be solved in order to encourage them for push sales. Secondly a study of consumers decision making factors is required in order to understand their priorities which can be worked upon. For this purpose, a research is to undertaken to find out the market scenario. With the help of the responses given by the consumers and data analysis, the company will be able to understand its strengths, weakness, opportunities and threats. The survey report submitted by me will assist the company to take right decisions to increase the turnover and market share

Objective of the study

The objectives of the study are the following:-

1. The main objective of this project is to probe the reasons for decreasing Sales of Good milk and to find out the measures that can be adopted to increase the sales

2. To study the distribution channel in the retail chain of Good milk

3. To identify the issues related to Good milk retailers and distributors

4. To get the retailers feedback from specific regions

5. To add up new retailers in the area

6. To study Good milk positioning in the mind of the consumers via--

vis competitors

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ORGANISATIONAL BACKGROUND

About Gabriel Foods Private Limited is a initiative started by an agricultural scientist

and a senior dairy professional& MDI Gurgaon alumni (Government of India Gold

Medal list) . It aims to make healthier and pure food products available to the people

with their origin being transparently explained to the customers. Having starting with

its primary food brand, Good Milk, Gabriel envisions establishing itself as the most

preferred and cherished brand when it comes to health, purity, freshness and overall

family wellness. Entering the Organic industry with its Organic Milk variant, Gabriel

promises its associates, customers and partners a wholesome life that comes with

being associated with a brand that offers goodness in all its products

New Delhi Feb 21, Gabriel Foods announces the launch of Orgapure Good Milk, an organic milk produced from cows and buffalo that are 100% grass-fed. Gabriel Foods Pvt Ltd is one of the pioneers in India to introduce branded Organic Milk in the mass market. Orgapure Good Milk is sourced from Organic farms where the cows& buffaloes are not treated with any antibiotics and their feed is grown without pesticides whether the feed is grass.

In the light of the fact that, bringing the Natures Goodness in its most purest and freshest form, is a process, that takes time and careful handling, Organic Good Milk will be initially made available only to about 20,000 consumers in Delhi/NCR through registration only. The milk is priced at Rs. 70 for a litre pack. Cow Milk direct from farms is priced at Rs 56/- a litre in pouch packing and Rs 70 in bottle packing.

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For registration, one can visit at www.goodmilk.in or call at Nutritionally, Organic GoodMilk is rich in omega 3, vitamins, CLA (conjugated linoleic acid - a type of fat that may prove to be one of our most potent cancer fighters) and antioxidants. Apart from the health benefits, Organic milk also addresses environmental concerns and animal welfare issues. Organic milk has 24% higher total polyunsaturated fatty acids (PUFAs) than conventional milk

Talking about the benefits of Organic Milk, Orgapure GoodMilk, Mr. Philip

Abraham, CEO of Gabriel Foods said, We are committed for producing organic

foods beginning with Orgapure GoodMilk that will satisfy the primary health

concerns of consumers: good nutrition and protection from exposure to toxins and

diseases. He also added, Most Indian children begin their day with a glass of milk,

and mothers worry about the quality of milk they are sourcing. In order to ensure

that the milk that is consumed every day is safe, pure, nutritious and fresh then

switching to organic milk is the only option..

Several research has shown that organic milk has higher levels of vitamin E, 68-70%

More Omega 3 Fatty acids than normal milk, 2-3 times more Beta Carotene and

antioxidants, which help beat infections, improves immunity, lowers ricks of heart

diseases, cancer and other chronic To ensure that Natures Goodness is delivered in

its completeness Gabriel Foods follows a quality chain in bringing milk to

consumers starting from milk collected cows from the Nature Fields followed to the

Village Collection Place than Chilling Centre at Dairy Plant and then delivered to

the Consumers. Gabriel Foods has tied up with 425 farmer group in Uttrakhand for

Gabriels OrgapureGoodMilk is certified Organic by ECOCERT which is an

inspection and certification body for organic, fair trade and good agricultural

practices (GAP) that is appointed by APEDA, Ministry of Agriculture, Govt. of

India. Ecocert operates in 80 countries of the world by providing inspection and

certification services that guarantee safety for environment and humankind. The

Milk is also certified by USOCA, Uttrakhand State Organic Certification Authority;

an agency appointed by Government of Uttrakhand.

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Gabriel Foods has taken one-step forward to promote Goodness of Cow Milk right

from farms. The company has taken up 30 Cow farms in Haryana & Punjab (4 km

Drive from Delhi) and has implemented Clean Milk Production under training

manual approved by Gabriel Expert Committee consisting of eminent scientists and

Industry practitioners.

Mr. Philip Abraham further said, In the near future, we would also be introducing

Dahi and Paneer and also Organic Range of Pulses, Sugar, Honey, Wheat Atta etc.

to cater to growing demand of consumers across Delhi & NCR

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The Companys Consumer Offerings

Product Price Place Perceived USP

Organic Milk

(New to

Delhi/India)

Rs 70 / per litre Delhi / NCR -Safe, Pure Milk without any

addition IN ANY FORM.

-Right from Farm, No Water, No

Powder added

- Untouched by Human Hands

-High Proven Health benefits to

children and adults than other

milk available in the market

- No Health Hazards

Buffalo Milk

(Farm Fresh)

Rs 50/- Rs 55/- per

litre litre

Delhi / NCR

Cow Milk

(Farm Fresh)

Rs 45/- Rs 50/- per

litre

Delhi / NCR

Target Segment: SEC A+ & A and ability to afford PREMIUM MILK in Delhi/NCR

THE PROBLEM:-

70% of milk in Delhi, country is adulterated Times of India (Jan 10,2012)

Adulterated milk: HC asks govt to reply by January 25- Times of India (Jan 12,2012)

Over 68 pc milk in India adulterated; contains detergent, says a report IBN Live (Jan 11, 2012)

KILLER MILK WITH UREA & DETERGENT. Made in UP Meant for Delhi- India Today Group

Centre confirms rampant adulteration of milk Think India Foundation (March 30,2012)

Alwar leads in supply of spurious milk The Times of India (Jan 13,2012)

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India drinks milk & detergent! The Pioneer (Jan 9, 2012)

Supreme Court notice to government on supply of adulterated milk The Economic Times (May 9, 2012)

Menace of adulteration- Deccan Herald (5th September, 2012)

Adulterated milk is what Indians are drinking Centre for Science and Environment

Three held for selling adulterated milk Deccan Herald, Jun 9, 2012

Govt admits to sale of adulterated milk in City,Deccan Herald, July 28,2012-09-05

Supreme Court notice to Centre, five states on spurious milk, Times of India,May 10,2012

Delhi Govt. determined to prevent milk adulteration: Minister Jan 11, ANI News

Milk adulteration racket at chilling plant unearthed in Maharashtra Hindustan Times, August 29,2012

Drink urea with your glass of milk Deccan Herald, 5th September,2012

Indian milk often adulterated: govt study, Hindustan Times, Jan 10-2012

Delhi Govt Bent on Averting Milk Adulteration: Minister MedIndia, Jan 14,2012

Summary of All the above Reports : Govt. Study confirms that 70% of Milk in Delhi is adulterated. With 70% pouch packing and 30% loose we can confirm that even pouch milk in Delhi is adulterated. Delhi does not produce milk but it comes from 5 neighbourings states of Rajasthan, UP, Haryana, Punjab and MP. Milk is most commonly diluted with water - this not only reduces its nutritional value, but contaminated water can also cause additional health problems.The other adulterants used are mainly. Alarm bells have gone off after more than 50,000 litres of adulterated milk -- a substantial part of which was headed for the Delhi market -- was seized from several districts of Uttar Pradesh in the last three days. Punjab, Rajasthan and Haryana are also implicated in various reports.

Now, we come to 3 major parameters of milk i.e. Purity, Freshness, Taste (Purity: - No additions

like Water/Skim Milk Powder or Adulterants, Freshness: - Time to reach consumer after milking,

Taste: - Good feel of taste).

We look at 2 Major brands that operate in Delhi which has more than 50% market share in total

milk market and more than 80% market share in branded milk business.

Brand PURITY FRESHNESS TASTE

Amul Milk comes mainly from Gujarat,

So it is generally pure without

adulteration but Skim Milk Powder

is added to milk. However, Skim

Milk Powder which is added may be

of expiry date as large quantity of

powder is stocked in Dairy plants

and used to reconstitute milk and is

generally not covered under

statutory checks. Thus milk is pure

but reconstituted.

-No, No, No. Milk comes

from Gujarat. Lead time

is from 7-15 days and

pasteurized 2 times

leading to denaturation of

essential minerals in milk

- Consumers in Delhi

drink milk which is 15

days old and has seen

It has a good taste

and accepted by

many Delhiites.

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many dairies changing

hands

Good

milk

-Purity is a question mark

-Good milk milk comes from more

than 12 states in India. They come

in tankers and get mixed in Delhi

Milk and are supplied.

-Good milk also sources milk from

W UP where adulteration is rampant

and is handled by Parag cooperative

which is generally not state of art.

- Good milk milk is mix of Cow,

Buffalo, Camel, Goat etc as it

comes from various states.

-Good milk also mixes Skim Milk

Powder and is fully reconstituted.

- Milk coming to Delhi

from states like

Karnataka, TN, Bihar and

5 other states takes lead

time to 8-30 days.

- Consumers in Delhi

drink mixed reconstituted

and 4-30 days old Good

milk milk

- Very poor taste

and not accepted

by delhites but

people buy this

due to low price,

vending

machines at

booths and a long

brand which

projects itself as

pure, fresh

We dont say that it is impure milk or adulterated milk but surely it is NOT Fresh and is RECONSITUTED MILK. (Milk Powder has no Nutritional value(FSSI-Govt Report); and

addition of water reduces nutritional quality of milk). Even if there is adulterants it is difficult

to spot and most of the cooperative dairies do not routinely carry out adulteration tests

People buy this milk because

(1) No suitable alternative to supply such huge quantity (50 lakh litres per day in Delhi) (2) Its better than drinking loose milk or unbranded/private dairy milk. (3) Somewhat pure because it is cooperative

But, we have highlighted the Quality parameters of milk in all the three MAJOR Areas of

Consumer Interest of Health, Hygiene and Asthetic Value(Freshness and Taste)

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THE CONSUMER NEED ARISES FROM THE PROBLEM:-

Parameters Amul Good

milk

Loose/

Others

Co. Milk Remarks

Fresh No No Yes Yes Amul/MD Milk is 5-30 days old

coming to Delhi.

Pure Yes Probably

Yes

No Yes 70% of milk in Delhi is adulterated

Tasty Yes No Probably

Yes

Yes Loose milk also vendors add lactose/

glucose

Safe/Healthy No No No Yes Amul/Good milk milk is

reconstituted milk

From the above, we are sure that news in Major Dailies and TV Channels must have caught

consumer eye and he/she is aware of the milk quality that they or their children are drinking.

Thus, the CONSUMER VALUE PROPOSITION for our milk (Organic, Buffalo, and Cow

Milk) is clearly justified in such a huge market of 11000+ Crores.

BROAD BUSINESS OPERATION FOR ALL VARIETY OF MILK : - (Details to be discussed in deep)

(Production) (Procurement) (Manufacture) (Distribution/Sales)

ABOUT PURE BUFFALO AND COW MILK: The Company will produce this milk

other than conventional milk being sourced by Cooperative Dairies from the Villages. The milk

will be produced under Clean Milk Production (CMP) program which would be implemented

under guidelines from the Company to Farmers.

Distributors Manufactur

e

Standardize

Pasteurize

Pack

Identify

village

Dairy

Plant Retailer

Chill Milk at

Private Chilling

Centre

Create

Community of

milk farmer

Consumers Collect Milk at VLC (Village

Collection

Centre)

Produce Milk

under strict

guidelines

Tanker Insulated Van

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The objective of CMP is to produce pure milk which will have the following characteristics which

would be different from conventional milk sold in the market: -

(1) Milk would be pure Free from Adulteration of dangerous detergents/chemicals discussed

earlier in this report.

(2) Lower Bacterial count Quality Milk starts from the village level. Lower bacterial count

will improve the quality in terms of taste, increased shelf life and freshness.

(3) No water would be added right from the farm level

(4) No Skim Milk powder/Milk powder would be added.

(5) Milk would not be collected from unhealthy cattle(cow/buffaloes)

'Clean Milk' is milk drawn from the udder of healthy animals, which is collected in clean dry

milking pails and free from extraneous matters like dust, dirt, flies, hay, manure etc. Clean milk

has a normal composition, possesses a natural milk flavour with low bacterial count and is safe for

human consumption.

Farmers

at Village

level

Clean Milk

Production

guidelines/

standards

Milk Hygiene

Membership to

the community

created by

Company

C

o

m

p

a

n

y

Pure, Fresh & Safe

Buffalo/Cow Milk is

produced

BROAD WAY IN WHICH FRESH, PURE AND SAFE MILK WILL BE PRODUCED

-More money would be paid to the farmers. (Fixed + Incentive linked plans) to ensure primary loyalty

-Transparency with farmers on company operation

-Support services in terms of fodder, vetenary, expertise

- Ethical practices and community bonding

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AT FARMER LEVEL : - CLEAN MILK PRODUCTION

STRATEGY:

BROAD POINTS OF CLEAN MILK PRODUCTION

The production of clean milk involves thorough cleanliness at all stages of handling.

Healthy herd: routine examination of cattle is necessary to assure that they are disease free. Otherwise this can infect human beings and is transmittable via milk.

Housing: milking area must be free from flies, rodents, vermin, dust, smoking, all manure dung and dust particles.

Cow stalls and other quarters must be surfed with disinfectants consisting of quaternary ammonium compounds diluted with only 60% water for sanitizing purpose.

Ensure that feeds and fodders are free of pesticides and feed ingredients must be stored in moisture free conditions to inhibit the production of aflatoxins.

Milking utensils should be made up of aluminium or galvanized iron. Properly clean and sundry the vessels before and after milking.

Chemicals like sodium hypochlorite in liquid form or iodophore, quaternary ammonium compounds, detergents like Teepol can also be used. Never use ash or mud for cleansing the utensils.

Udder and teats of the cow should be washed with warm water adding a pinch of potassium permanganate or sodium hypochlorite before and after milking. After washing the udder should be dried.

Pre milking: Two or three drops of milk from each quarter should be stripped. This also removes the first milk which is usually high in bacterial count.

Ensure the milker is free from any diseases, wounds and he should keep proper personal hygiene. Wearing of hand gloves by milker is highly recommended.

Teats should also be dipped with iodophore solution after milking to prevent mastitis.

The milk has to be cooled to a temperature below 5 degree C by using household refrigerators / water coolers/ bulk milk coolers preferably within 2 hours after milking.

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THE BROAD VALUE CHAIN PROCESS

*THE PROCESS (*details in annexure xxx)

Clean Milk Program Milk hygiene Other Process

-Effective Milking

-Lactation

-Milking Intervals

-Milking Frequency

-Milking Routines

-Milking Environment &

Cattle Shed Hygiene

-Udder Hygiene

-Animal Health

-Milker Hygiene

-Feed Hygiene

-Water Hygiene

- Utensil Hygiene

-Milk Handling

(Filtering, Storage Etc)

-Milk Storage

-Milk Transportation

-Workshop Attendance

-Herd Health & Tagging

-Herd Medical History

THE COMPANY INTERFACE

Will create Awareness + Implementation support in terms of

chemical, cloth, workshop, in shed activities, practical training

THE OUTPUT

Clean, Pure and Fresh Milk Good Organoleptic Taste Better Nutritional Value It would be Semi Organic Milk Untouched by Human Hands No Adulteration or presence of any extranic substances

What are the Parameters that it is really PURE, SAFE Milk

- Platform Tests ( Fat%, SNF % ,Specific Gravity, Acidity, Ph) - Chemical Tests

-Tests for Adulterants (NDDB Adulterants Kit)

- Microbiological Tests

-SPC Tests

-

If the Above tests are satisfactory as per the standards set by FSSAI(Food Safety,

Govt of India) then we can say that MILK IS PURE AND SAFE and surely is

eligible to earn premium over Cooperative Dairy Milk

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GUIDELINES PREPARED UNDER EXPERT COMMITTEE

WHAT IS THE INCENTIVE FOR FARMER TO PRODUCE MILK IN

STRINGENT STANDARDS

The Company will pay Rs 5-10/ per litre extra (ON THE BASE PRICE) to the

Farmers based on the milk poured. It would be based on the milk poured.

PRICE:

Product Amul/

Good milk

Prices (Rs

/litre)

Our

Comparative

Product

Our

Prices

(Rs/litre

)

Price

Differenc

e

Remarks

Full Cream

Milk

39-40 Buffalo Milk

(High Fat)

60 20 -We will be

giving

consumers

much better

quality in

terms of

purity,

hygiene, taste

and freshness

--We will also

be giving

organic milk

and cow milk

which

competitor is

not present

Toned

Milk(3%

fat)

30 Buffalo Milk

(Low Fat)

55 25

Double

Toned

Milk(1.5%

fat)

26 We will give

low fat buffalo

milk in this

range

40 14

Cow Milk Not

Available

Cow Milk 40(Low

Fat);

50(High

Fat)

--

Organic

Milk

Not

Available

Organic Milk 75 --

At Average of Rs 20/- per litre premium; the consumers monthly spending would increase by 2 litres X Rs 20/ X 30 days = Rs 1200/- ONLY per month

Rs 1200/- increase for a product close to consumers heart would not be a big problem and acceptance would be high

We will be targeting only those set of consumers AS DISCUSSED to sell this milk.

Market potential for milk too high

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ADULTERATED MILK

EFFECTS OF ADULTERATED MILK

# Contents Effects on Human Health

1 Detergent/ caustic soda

food poisoning and other gastrointestinal complications. Its high alkaline level can also damage body tissue and destroy proteins. Other synthetic components can cause impairments, heart problems, cancer or even death.

2 Urea Immediate effect gastroenteritis, the long- term effects are far more serious. " A very small amount of urea can lead to vomiting, nausea and gastritis slow poison for people suffering from hypertension and heart ailments.

3 Formalin Liver Damage, Cancer

4 Caustic Soda Damage of mucosa of the food pipe, especially in kids,"

5 Starch, sugar, hydrated lime, sodium carbonate, and

ammonium sulphate

-Cancer -Retarded Growth -Stomach Ailments -Heart and Liver Chronic Diseases

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EFFECTS BY TYPE OF PEOPLE

Type of

consumer Contents Effects on Human Health

Children Detergent/ caustic soda damage body tissue and destroy proteins Damage the mucosa of food pipe

Urea Retarded Physical and Mental Growth

Formalin Nausea, and liver problems

Starch,sugar, hydrated lime, sodium carbonate, and ammonium sulphate

Retarded Physical and Mental Growth

Pregnant

Women

Detergent/ caustic soda Urea formalin

-Retardation of Foetus -Premature Delivery

Starch,sugar, hydrated lime, sodium carbonate, and ammonium sulphate

-Ailments like Nausea affecting foetal development -Prevents utilization of lysine, an amino acid which is important for growing babies.

Adults Detergent/ caustic soda Heart Ailments, Cancer or even death

Urea Harmful for kidneys

Formalin Liver Damage Nausea, Gastroenteritis

Starch, sugar, hydrated lime, sodium Cancer Heart and Liver Ailment Slow

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Type of consumer Contents Effects on Human Health

carbonate, and ammonium sulphate poison leading to death

Our Range

Our range why limited quantity

Product Price Place

Organic Milk Rs 35 / 500 ml Delhi / NCR

Cow Milk Rs 28 / 500 ml Delhi / NCR

Buffalo Milk - Rich Cream - Toned - Lite

Rs 30 / 500 ml Rs 28 / 500 ml Rs 25 / 500 ml

Delhi / NCR

Our Forthcoming Launches

GoodMilk Dahi GoodMilk

Paneer

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Product Profle

COW MILK

We define COW milk in three different ways

(1) The Process

(2) The Contents difference from Conventional Milk

(3) The Benefits

The Process : There will be the following chain in bringing milk to consumers from cows

Farms >> Chilling Centre >> Dairy Plant >> Consumers

At Farms,

Healthy herd: routine examination of cattle is necessary to assure that they are disease free. Otherwise this can infect human beings and is transmittable via milk.

Housing: milking area must be free from flies, rodents, vermin, dust, smoking, all manure dung and dust particles.

Cow stalls and other quarters must be surfed with disinfectants consisting of quaternary ammonium compounds diluted with only 60% water for sanitizing purpose.

Ensure that feeds and fodders are free of pesticides and feed ingredients must be stored in moisture free conditions to inhibit the production of aflatoxins.

Milking utensils should be made up of aluminium or galvanized iron. Properly clean and sundry the vessels before and after milking.

25

Chemicals like sodium hypochlorite in liquid form or iodophore, quaternary ammonium compounds, detergents like Teepol can also be used. Never use ash or mud for cleansing the utensils.

Udder and teats of the cow should be washed with warm water adding a pinch of potassium permanganate or sodium hypochlorite before and after milking. After washing the udder should be dried.

Pre milking: Two or three drops of milk from each quarter should be stripped. This also removes the first milk which is usually high in bacterial count.

Teats should also be dipped with iodophore solution after milking to prevent mastitis.

The milk has to be cooled to a temperature below 5 degree C by using household refrigerators / water coolers/ bulk milk coolers preferably within 2 hours after milking.

DIFFERENCE FROM NORMAL MILK:

Sr

No

Gabriels Cow Milk Conventional Milk

1 Clearly segregated Milk from Cows -This milk is mixed milk

2 Subjected to extensive Clean Milk

Production standards

-Not Subjected to Clean Milk Production

Standards

3 Produced under Expert Committee

approved manuals

-No such system

4 Milk from Healthy animals only -Milk can be from any source(healthy,

unhealthy)

5 No Adulteration of chemicals given

above

-No checks of adulteration. May or May not be

6 No water addition -May or May not be water addition

7 Clean, Pure and Fresh Milk

Good Organoleptic Taste

Better Nutritional Value

It would be Semi Organic Milk

Untouched by Human Hands

No Adulteration or presence of any

extrinsic substances

-Conventional milk is mixed milk so only

standard nutritional value comes into play.

Generally, essentials of cow milk becomes

absent as a resultant of mixing.

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About Pure Cow Milk

Cow Milk has great social significance than any other milk in India. Bos Indicus Cows, the native Indian breeds of cows represent the world's largest potential source of 'good' A2 type BCM7 free (Beta Casomorphine 7) milk for the world. There is overwhelming medical evidence weighted in flavor of BCM7 free A2 milk. Milk is one of the most nutritious food available in the country. One Glass of pure Unadulterated milk can look into lot of dietary needs of Working Women, pregnant women,Adults and Growing Kids. Apart from the Fat and Proteins in Cow Milk, the milk has lot of vitamins which revitalizes the body requirement of kids and women. Cow is called dubhakta lover of sunshine in Vedas, as against buffalo which can hardly stand sunshine. Thus there is no Vitamin D in buffalo milk. A lot of miracles are performed by Vitamin D found in Cows milk.

Nutritional Contents in Cow Milk: As we are providing pure cow milk, the nutritional contents of this milk is well known in secondary sources which are given below:

Contents Human Benefits/Advantages

Beta Carotene

giving the

yellow golden

colour in milk

-Protects human body cells from damage by free radicals.

-Provides a natural source for Vitamin A

-Enhances functioning of Immune System.

-Help in maintaining proper functioning of Reproductive System.

Vitamin D -Principal function of vitamin D is to promote calcium

absorption in the gut and calcium transfer across cell membranes, thus

contributing to strong bones and a calm, contented nervous system. It is

also well recognized that vitamin D aids in the absorption of magnesium,

iron and zinc.

-Enhances the uptake of toxic metals like lead,cadmium, aluminum and

strontium if calcium, magnesium andphosphorus are not present in

adequate amounts.

-Contribution to healthy immune system, promoted muscle strength,

regulated the maturation process and contributed to hormone production.

- They have ascertained, for example, that vitamin D is an antioxidant

that is a more effective antioxidant than vitamin E in reducing lipid

peroxidation and increasing enzymes that protect against oxidation.

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Thus, good for heart and blood.

-Decreases biosynthesis and release of insulin.

-Glucose intolerance has been inversely associated with the

concentration of vitamin D in the blood. Thus, vitamin D may protect

against both Type I and Type II diabetes.

-The risk of senile cataract and Macular degeneration with age is

reduced in persons with optimal levels of D and carotenoids. Plays a role

in regulation of both the "infectious" immune system and the

"inflammatory" immune system.

-Helps prevent several autoimmune diseases including multiple

sclerosis, Sjogren's Syndrome, rheumatoid arthritis,thyroiditis and

Crohn's disease.

Osteoporosis is strongly associated with low vitamin D.

-Postmenopausal women with osteoporosis respond favorably (and

rapidly) to higher levels of D plus calcium and magnesium.

Vitamin D deficiency has been mistaken for fibromyalgia, chronic

fatigue or peripheral neuropathy.

-Infertility is associated with low vitamin D. Vitamin D supports

production of estrogen in men and women. PMS has been completely

reversed by addition of calcium, magnesium and vitamin D. Menstrual

migraine is associated with low levels of vitamin D and calcium.

-Breast, prostate, skin and colon cancer have a strong association with

low levels of D and lack of sunlight.

-Activated vitamin D in the adrenal gland regulates tyrosine

hydroxylase, the rate limiting enzyme necessary for the production of

dopamine, epinephrine and norepinephrine. Low D may contribute

tochronic fatigue and depression.

-People with Parkinsons and Alzheimers have been found to have

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lower

levels of vitamin D.

-Low levels of D, and perhaps calcium, in a pregnant mother and later

in the child may be the contributing cause of "crooked teeth" and

myopia. When these conditions are found in succeeding generations it

means the genetics require higher levels of one or both nutrients to

optimize health.

-Behavior and learning disorders respond well to D and/or calcium

combined with an adequate diet and trace minerals.

Vitamin D and Heart Disease

-Low levels of vitamin D may contribute to or be a cause of syndrome

X with associated hypertension, obesity, diabetes and heart disease.

Vitamin D regulates vitamin-D-binding proteins and some calcium-

binding proteins, which are responsible for carrying calcium to the "right

location" and protecting cells from damage by free calcium. Thus, high

dietary levels of calcium, when D is

insufficient, may contribute to calcification of the arteries, joints,

kidney and perhaps even the brain.

-Many researchers have postulated that vitamin D deficiency leads to the

deposition of calcium in the arteries and hence atherosclerosis, and

higher levels of cardiovascular disease and that more heart attacks occur

in winter months.

- Scottish researchers found that calcium levels in the hair inversely

correlated with arterial calcium-the more calcium or plaque in the

arteries, the less calcium in the hair. Ninety percent of men experiencing

myocardial infarction had low hair calcium. When vitamin D was

administered, the amount of calcium in the beard went up and this rise

continued as long as vitamin D was consumed. Almost immediately after

stopping supplementation, however, beard calcium

fell to pre-supplement levels.

-Administration of dietary vitamin D or UV-B treatment has been shown

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to lower blood pressure, restore insulin sensitivity and lower cholesterol.

Omega 3 and

CLA

-Cow milk has more of these than buffalo milk

- For vegetarians ie majority of Indian people, Cow's milk is the most

ecologically viable natural source of good fatty acid Omega3 in human

diets

-Omega3 incidentally is the only natural source from which human body

makes DHA (Decosa Hexaenoic Acid) and EPA (Ecosa Pentaenoic Acid)

which not only are said to constitute 70% of human brain but also ensure

good eye sights, and energy for the nervous systems.

-Best Brain Development thus beneficial for kids

Calcium - It helps in protecting the colon cells from the chemicals that cause

cancer.

-It is preventive against the migraine headaches and also reduces the

PMS symptoms at the time of the luteal phase of the menstrual cycle.

-Helps in preventing obesity amongst children. It also helps overweight

adults to weight, especially around the midsection.

-The calcium present in milk helps in oxidation of body fat and thus,

decreases the secretion of parathyroid hormone. Hence, the level of this

hormone is maintained at a low rate.

-Calcium is highly beneficial against breast cancer. It also plays an

integral role in blood clotting, muscle contraction, blood pressure

regulation and cell membrane function.

Protein -Cows milk contains the high-quality protein in rich quantity, which is

of great importance to the body. Milk can prove extremely helpful in

fighting against gout, which is a common type of arthritis.

Riboflavin

(vitamin B2)

and vitamin

B12

- Both the vitamins are functional in the production of energy for the

body. The vitamins are also functional in cardiovascular

protection. Vitamin B12 plays a significant role in the production of red

blood cells. Further, it prevents anaemia and helps in the full

development of nerve cells. Besides, it boosts the cells to metabolize

carbohydrate, fat and protein.

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Iodine Cows milk contains iodine in rich quantity, which is an integral

component of the thyroid hormones triidothyronine and thyroxine

Vitamin A The vitamin A present in cows milk is necessary for the growth and

development of epithelial and mucosal tissues. These tissues protect the

body against toxins and invading organisms. Shortage of vitamin A leads

to several diseases, like frequent cold, ear infections, rheumatoid arthritis

and others.

Health Benefits of Nutrients in Cow Milk : ( Derived from above table) User Benefits

Kids -full development of nerve cell

-Prevents obesity among children

-Best Brain development

-Helps reducing Behavior and learning disorders

-Helps improving Muscle strength

-Strong Bones

Pregnant

Women

-Reduces Anemia

-Helps in preventing "crooked teeth" and myopia in newborn

Women -Prevents Anemia

-Prevents breast cancer

-Prevents Pre-menstual cycle symptoms

-Helps preventing early hairfall

-Helps in preventing hypertension, obesity, diabetes and heart disease

Adults -Helps better oxidation, thus helps preventing heart diseases

- lower blood pressure, restore insulin sensitivity and lower cholesterol

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Helps preventing early hairfall

-Helps preventing atherosclerosis

-Helps preventing cardiovascular diseases/heart attacks

-Reduces calcification of the arteries, joints, kidney and perhaps even the

brain

-Reduces Infertility

Old Age -Fights Gout, a form of arthritis

For All -Prevents Kidney stones

-Prevents Frequent Cold, Ear Infections, Rheumatoid

-Reduces thyroid related diseases

-Regulates blood clotting, cell membrane function

-Helps to keep colon cells from chemicals that causes cancer

-Good Eyesight

-Helps prevent cancer

-Helps Type 1 and Type 2 Diabieties

-Prevents multiple sclerosis, Sjogren's Syndrome, rheumatoid

arthritis,thyroiditis and Crohn's disease

(2) ORGANIC MILK

We define ORGANIC milk in three different ways

(1) The Process

(2) The Contents difference from Conventional Milk

(3) The Benefits

The Process : There will be the following chain in bringing milk to consumers from cows

Nature Fields>> Village Collection Place >> Chilling Centre >> Dairy Plant >> Consumers

Scientific world is anticipating an organic white revolution in the coming decades. Several studies have supported the nutritional benefits of organic milk. It is reported that milk from organic cows

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contain a higher level of beneficial nutrients like, omega-3 fatty acids, Vitamin E etc. So naturally the demand for organic milk, which has been sold upto double the cost of ordinary milk is booming. Criteria for organic milk

Organic milk should come from a cow/Buffalo that that had been under a good organic management beginning no later than one year prior to the production of milk. Organic farms attempt to provide animals with "natural" living conditions and feed.

Ample, free-ranging outdoor access, for grazing and exercise, is a distinctive feature. Feed is organically grown and allopathic drugs including antibiotics are prohibited.

U.S. Department of Agriculture (USDA) has four requirements to define milk as organic which will be adhered by us :

Milk must come from cows that have not been treated with bovine growth hormone (BGH) to increase milk production. milk can raise the risk of hormone-related

cancers, or lead to higher levels of an insulin-like growth factor (IGF-1) linked with cancer.

Cows are not treated with antibiotics. If a cow in an organic herd does need to be treated with antibiotics, she is not returned to the herd for a period of 12 months.

Cow's feed is grown without pesticides, whether the feed is grass or grain. Recent USDA reports show that nonorganic milk may contain low levels of certain pesticides.

Cows must have access to pasture.

Dietary influence of cows on milk components

The nutritional benefits of organic milk can be explained by the diets of organic cows. Organic cows eat a much more natural diet mostly consisting of fresh grass. In comparison, non-organic dairy farmers use more grain-based (concentrate) feed containing cereals and protein supplements. These diets increase milk yields but also affect the nutritional composition of the milk as well as the health of the cows. By increasing milk yields, concentrate feeds exerts greater pressure on the animal's physiology thus leading to a shorter life, mastitis (udder infections) and other health problems.

CERTIFICATION:

What is certified in organic milk:

- Animal farm treated as farming system in holistic approach with innovative mind set of chemical / synthetic free

-Milk contents

-Dairy Plant

-Storage and hygiene

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The above will be certified and subsequently monitored by some independent agency accredited

by APEDA (Govt. Of India), New Delhi.

Who is the certifying agency: USOCA/ECOCERT

DIFFERENCE FROM CONVENTIONAL MILK:

Sr

No

Gabriels Organic Milk Conventional Milk

1 Clearly segregated Milk from Cows -This milk is mixed milk

2 Subjected to extensive Clean Milk

Production standards

-Not Subjected to Clean Milk Production

Standards

3 Produced under Expert Committee

approved manuals

-No such system

4 Milk from Healthy animals only -Milk can be from any source(healthy,

unhealthy)

5 No Adulteration of chemicals given

above

-No checks of adulteration. May or May not be

6 No water addition -May or May not be water addition

7 Clean, Pure and Fresh Milk

Good Organoleptic Taste

Better Nutritional Value

No Adulteration or presence of any

extrinsic substances

-Conventional milk is mixed milk so only

standard nutritional value comes into play.

Generally, essentials of cow milk becomes

absent as a resultant of mixing.

8 Entire milk is sourced from animals

that is not subject to excitements,

natural free grazing, no cruelty

Not at all in this case

9 Cows/Buffaloes fed with pesticide

free fodder

Not at all in this case

10 Milk is free from pesticides, crop

contaminants

Not at all in this case ** We will be doing

laboratory testing in this case

11 Milk produced under guidance of Not at all in this case

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organic experts

CLEAR ADVANTAGES OF ORGANIC MILK AS COMPARED TO CONVENTIONAL

MILK

12 68-70% More Omega 3 Fatty acids than normal milk

13 Lower ratio of Omega3:Omega 6 fatty acids which is beneficial agains chronic disesases

14 Higher levels of Polyunsaturated fatty acids to Mono unsaturated fatty acids. Thus

contents higher amount of desirable fats

15 Organic is a CLA Rich food which is anti cancer protective

16 Contains significantly higher amount of alpha tocopherol Vitamin E

17 Contains 2-3 times more Beta Carotene which is converted to Vitamin A in the body

Beneficial nutrients from Organic Milk, Omega -3 Fatty acids

Contents Human Benefits/Advantages

Beta Carotene

giving the

yellow golden

colour in milk

-Protects human body cells from damage by free radicals.

-Prevents heart diseases

-Good against physcatric disorders

-Provides a natural source for Vitamin A

-Enhances functioning of Immune System.

-Help in maintaining proper functioning of Reproductive System.

Omega 3 -Helps in formation of cell walls, improving blood circulation and

improving oxygen uptake which is good for heart

-Reduces chronic diseases

-

Vitamin E -Prevents free radicals causing cancer

-Prevents protective against cardiovascular disease,mutagenic calteration

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Other elements -As described in cow milk

Beneficial to kids /adults/women

There are many factors which makes organic milk, the drink of choice to kids.

It is produced without antibiotics, synthetic hormones, and pesticides. It is high in Conjugated linoleic acids, which are good fats and projected as ant

cancerous and ant diabetic.

Prevents cholesterol deposition Repairs body cells thus better functioning of body Anti-ischemic effect that reduces damange to tissues with decreased blood supply An excellent source of calcium. It is a natural wholesome beverage. And finally drinking organic milk is a way to promote organic farming, which is kind to

animals, supportive of wild life, respectful of our air, water and soil.

+ All other benefits of cow milk

(3) BUFFALO MILK

PROCESS

- AS MENTIONED IN CLEAN MILK PRODUCTION

NUTRITIONAL COMPONENTS

Milk is also a natural source of 15 essential nutrients. Whether it is skim, 1%, 2% or homogenized,

chocolate or powdered, milk provides basically the same nutritious elements. However, the fat

content changes, and for chocolate milk, the sugar content. As well, milk contains about 85%

water, making it an effective thirst quencher.

Protein: Helps build and repair body tissues, including muscles and bones, and plays a role in

the creation of antibodies which fight infection.

Vitamin A: Aids bone and tooth development. Also aids in the maintenance of night vision and

healthy skin.

Vitamin B12: Aids in red blood cell formation.

Vitamin B6: Factor in the conversion of food into energy and tissue formation, including bones.

Riboflavin: Factor in the conversion of food into energy and tissue formation.

Niacin: Aids in normal growth, and is a factor in the conversion of food into energy and tissue

formation, including bones.

Thiamine: Releases energy from carbohydrate and aids normal growth.

Pantothenic acid: Factor in the conversion of food into energy and tissue formation, including

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bones.

Folate: Aids in red blood cell formation.

Vitamin D: Enhances calcium and phosphorus absorption, on which strong bones and teeth

depend.

Calcium: Aids in the formation and maintenance of strong bones and healthy teeth.

Magnesium: Factor in bone and teeth health, conversion of food into energy and tissue

formation.

Phosphorus: Factor in the formation and maintenance of strong bones and healthy teeth.

Potassium: Aids in the correct functioning of nerves and muscles.

Zinc: Factor in tissue formation, including bones, and conversion of food into energy.

Selenium: Factor in the correct functioning of the immune system, due to its antioxidant effect.

BENEFITS OF PURE BUFFALO MILK :

- No Adulteration

- 100% Pure

- Rich Creamy taste and aroma

- Max. 40 hours from community farm/village to Consumer

- No presence of extrinsic substances

- Nutritious with all the above element

- Pure 100% Buffalo milk Its not a mixed milk

BASED ON THE ABOVE DETAILED BRIEF; WE WOULD LIKE TO LOOK

AT THE FOLLOWING

SEGMENTATION:

Our target segment for Premium Milk would be these

GEOGRAPHIC

Gurgaon

South Delhi

Central Delhi

Noida

DEMOGRAPHIC

Age and Life Cycle : Chief Wage Earner.

Gender : Male(CWE) who are self expressive and goal directed and Housewives

Income : Consumer whose household income is above Rs 1.25 per month

Social Class : SEC A1, A2, B & C

BEHAVIOURAL: PSYCHOGRAPHIC:

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Benefits : To consume Pure, Fresh, Unadulterated Milk to the family

Occasions : Any time use status.

User Status & Usage Rate :- Regular users, first time users and users may be light to heavy milk drinkers

Personality traits : Spenders, going to malls, believe in better products

Value : People who dont tradeoff price versus quality in food products.

Lifesyte : Culture oriented and outdoor oriented.

STRATEGIC BRAND MANAGEMENT PROCESS: (Ad agency inputs on the

broad areas of brand/ creative development)

Now we would be going through the Strategic brand management process which involves the

design and implementation of marketing activities and programs to build, measure, and manage

brands to maximize their value. The strategic brand management process involves the 4 main steps:

Identifying and establishing brand positioning

Planning and implementing brand marketing

Measuring and interpreting brand performance

Growing and sustaining brand value.

POSITIONING: (Ad agency inputs on the broad areas of brand/ creative

development)

Positioning will be one of the key elements as it is the act of designing the companys premium milk and image to occupy a distinctive place in the mind of target market. The goal is to locate the

brand in the minds of the consumers to maximize the benefits to the firm.

POSITIONING IN CASE OF ORGANIC MILK AND PREMIUM MILK SHOULD BE

SUCH THAT IT CREATES INSTANT ATTENTION AND THERE SHOULD BE

AWARENESS AND TRIAL.

Buffalo Milk

58% more calcium than cows milk

40% more protein than cows milk!

43% less cholesterol than cows milk! Buffalo milk is a totally natural product that can be consumed like any other milk. Time after time participants in tasting trials pick out buffalo milk in preference to cows, goats and artificially manufactured milks. They just love the taste. Buffalo milk is very white and beautifully smooth. It is significantly lower in cholesterol and higher in calcium than cows, sheeps or goats milks. And unlike the array of industrially produced

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soya and other cereal milks it is totally free of additives and chemical formulations.

In addition to the significant cholesterol and calcium benefits Buffalo Milk is also a rich source of iron, phosphorus, vitamin A and of course protein.

Buffalo Milk also contains high levels of the natural antioxidant tocopherol. Peroxidate activity is normally 2-4 times that of cows milk.

An unfortunate sign of the times is the growing number of people who suffer from cows milk allergy (cma). Fortunately this is not the case with Buffalo Milk which is suitable for many suffers . The high milk solids of Buffalo Milk not only make it ideal for processing into superb dairy products but also contribute to significant energy savings in conducting

that process. Yogurts are natural thick set without recourse to adding addition milk proteins or gelling agents as with lesser milks. Unlike the modern dairy cow the buffalo can thrive without the need to use high levels of concentrated feed. Grass, clover and straw make up the bulk of a buffaloes diet. No bone meals, fish meals or genetically modified feeds are ever fed to our buffalo. And for those concerned about BSE; buffalo are a genetically pure species with no BSE or scrapie. Dairies love to work with Buffalo Milk, which we all know makes the best mozzarella. The smooth texture and richness converts into a truly wonderful range of multiple award winning products. And for vegetarians who are denied the opportunity to enjoy Italian buffalo mozzarella (which uses animal rennet) Ribbelsdale's English buffalo mozzarella is simply the best!

Nutritional Value of Buffalos Milk Buffalos Milk is white non-transparent liquid produced by mammary animal, buffalo. It is healthy and nutritious daily drink and can be consumed by people of all the ages. It is rich in a variety of minerals and vitamins and therefore has nutritional value. Nutrition Facts and Information about Buffalos Milk: Buffalos milk is extremely rich in calcium. It also has good amount of Magnesium, Potassium and Phosphorus. It also contains Iron, Sodium, Zinc, Copper and Manganese in small amounts Vitamin Content of Buffalos Milk: Buffalos milk is a rich source of Riboflavin and Vitamin B12. Vitamin A, C and Thiamin are also found in good amounts. Small amounts of Folate, Pantothenic Acid, Vitamin B6 and Niacin are also found in Buffalos milk. Calorie Content of Buffalos Milk: 100g of Buffalos Milk has 97 calories. Calories from fat are 61.Health Benefits of Buffalos Milk: Buffalos milk is good for healthy bones, dental health, cardiovascular health, weight gain, etc.

MILK COMPOSITION ANALYSIS

Constituents

Cow Goat Sheep Buffalo

Protein Grm 3.2 3.1 5.4 4.5

Fat Grm 3.9 3.5 6.0 8.0

Carbohydrate Grm 4.8 4.4 5.1 4.9

Energy K cal K J

66 275

60 253

95 396

110 463

Sugars (Lactose) Grm 4.8 4.4 5.1 4.9

Fatty Acids- Saturated Monounsaturated Polyunsaturated

grm grm grm

2.4 1.1 0.1

2.3 0.8 0.1

3.8 1.5 0.3

4.2 1.7 0.2

Cholesterol Mg 14 10 11 8

Calcium Iu 120 100 170 195

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Benefits Of Cow Milk

Cow milk forms the basis of all types of dairy products. People have been drinking it since 6,000-8,000 BC. Earlier, milk and other dairy products were consumed only by the wealthy people. However, with time, it came to be within reach of the poor people as well. In the beginning of 5th century A.D, the milk of both sheep and cow came to be prized. It was in 14th century that cows milk began to be more popular than the sheep. In the early part of the 17th century, dairy cows were brought into America from Europe. Milk is rich in a number of nutrients, which make it a highly health beneficial food. We bring you the health benefits of cows milk, in the lines below.

Health Benefits Of Drinking Cows Milk

Cows milk is highly rich in calcium content. Calcium is essential for the growth and development of bones. It joins with phosphorous to form calcium phosphate, which is an integral element of hydroxyapatite, which in turn provides structure and strength to the bones.

The calcium present in cows milk has several other advantages as well. It helps in protecting the colon cells from the chemicals that cause cancer. It is preventive against the migraine headaches and also reduces the PMS symptoms at the time of the luteal phase of the menstrual cycle.

Calcium is beneficial in preventing obesity amongst children. It also helps overweight adults to weight, especially around the midsection.

The calcium present in milk helps in oxidation of body fat and thus, decreases the secretion of parathyroid hormone. Hence, the level of this hormone is maintained at a low rate.

Calcium is highly beneficial against breast cancer. It also plays an integral role in blood clotting, muscle contraction, blood pressure regulation and cell membrane function.

Cows milk contains the high-quality protein in rich quantity, which is of great importance to the body.

Milk can prove extremely helpful in fighting against gout, which is a common type of arthritis.

Cows milk contains riboflavin (vitamin B2) and vitamin B12. Both the vitamins are functional in the production of energy for the body. The vitamins are also functional in cardiovascular protection.

One cup of cows milk provides 10.8% of the daily bodys need for potassium. Potassium is required for the contraction of muscles, including the heart and is also necessary for nerve transmission.

Milk, being rich in calcium and potassium, prevents the formation of kidney stones in the body.

Caution

Cows milk is generally seen to have allergic reactions in some people. The reactions are seen even if the milk is not consumed in the pure, isolated form. For instance, yogurt is a common allergenic food. The most common allergy symptoms found with the intake of cows milk are itching, swelling of lips, throat or tongue; skin rash, nasal congestion and dizziness.

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Milk contains 4.7% lactose, which cannot be digested by many individuals, owing to the lack of the enzyme, lactase.

In many places, cow is treated with a compound called recombinant bovine growth hormone (rBGh). Some studies have shown that this hormone leads to some health risks, like mastitis, infertility and lameness.

Health Benefits of Organic Milk

The health benefits of organic milk include more Omega 3, more CLA, more antioxidants and more vitamins than conventional milk. Milk is one of the most important components of our diet as its consumption ensures healthy growth and development. The modern dairies, however, use different types of chemicals for milk production.

These include pesticides, and fertilizers for growing the fodder, and hormones, and antibiotics fed to the cows. Excessive usage of these chemicals in conventional milk production, and the harmful effects they create have resulted in an increased demand for organic milk from health conscious consumers.

Currently only 3% of the total milk sold in the US is organic milk; however, this segment is growing rapidly at a rate of over 20% per annum. The market for organic milk is growing in other countries as well, with over 30% in the UK. Why is the demand for organic milk increasing so rapidly? The apparent answer is Organic milk is healthier than conventional milk.

While organic milk retains all the benefits provided by non-organic milk, it also provides certain additional benefits. The health benefits of organic milk were researched by a team from the Danish Institute of Agricultural Research. The research, which was presented at one of the Annual Conferences of UK's Soil Association, is considered to be path-breaking. The Organic Milk Suppliers Cooperative also provides various benefits of organic milk.

The health benefits of organic milk include the following:

More Omega3

More Vitamins

More CLA

More Antioxidants

Organic production methods make organic milk the superior choice

The laws governing organic food production are the strictest in our nation. The United States Department of Agriculture (USDA) requires organic farmers to follow rigorous production rules, which are verified through annual inspections and certification. Only the organic label provides milk lovers by this guarantees

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Several studies show clear nutritional benefits from eating organic diets in general, because of higher levels of protective anti-oxidants and lower levels of potentially harmful pesticide residues. The latter is of particular concern for children, pregnant and breastfeeding women.

Compared to conventional milk, organic milk has been shown to have higher amounts of specific health-promoting nutrients, such as vitamin E, beta-carotene, omega-3 fatty acids and antioxidants.

An Organic Center report says milk from dairy cows on organic farms, particularly pasture-based operations, may also contain significantly higher levels of the beneficial fat, conjugated linoleic acid, or CLA. However, the difference in CLA levels between organic and conventional milk depends on time of year, and the quality and length of time on pasture.

These findings are not surprising. Organic food production works from the ground up, literally. Without the application of potentially harmful chemicals, organic soils are naturally healthier, richer sources of nutrient-dense, biological life. We would expect plants grown in organic soils, and the animals raised on organic feed would gain a nutritional advantage. More so, organic production methods contribute to a safer environment overall, protecting soil, water and human health for present and future generations.

Nutritional content of organic milk

Nutritional content of milk was influenced by many factors

Organic milk is much richer in nutrients linked with reducing the risk of cancer, says the Daily Express today. Many newspapers report on research that has found that organic milk contains

higher levels of vitamins, antioxidants and healthy fats than those found in ordinary milk. The level of linoleic acid which is thought to ward off cancer was 60 per cent higher in organic milk during the summer, the Express adds. The nutritional benefits of the milk are reportedly because the cows graze on fresh grass and clover.

Clean Milk Production

The production of clean milk involves thorough cleanliness at all stages of handling.

Healthy herd: routine examination of cattle is necessary to assure that they are disease free. Otherwise this can infect human beings and is transmittable via milk.

Housing: milking area must be free from flies, rodents, vermin, dust, smoking, all manure dung and dust particles.

Cow stalls and other quarters must be surfed with disinfectants consisting of quaternary ammonium compounds diluted with only 60% water for sanitizing purpose.

Ensure that feeds and fodders are free of pesticides and feed ingredients must be stored in moisture free conditions to inhibit the production of aflatoxins.

Milking utensils should be made up of aluminum or galvanized iron. Properly clean and sundry the vessels before and after milking.

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LITERATURE REVIEW

Supply chain management

1) Milk Procurement: - Good milk sources its requirement of liquid milk from dairy co-

operatives and producer institutions. Milk is received from farmer cooperatives through

insulated tankers at 2C temperature in order to retain its freshness.

2) Milk distribution: -Tankers in the morning and in the evening bring in milk from the regional

collection centres. After collection the same tankers are utilized for the delivery of the processed

milk to the distributors. Good milkhas about 51 Distributors in the city of Kolkata. Each of these

LADs(Local area distributor ) place their demand by raising an invoice one day in advance. The

demand is also calculated using the Calendar Scheme, in this depending on the pre-calculated

seasonal demands the outlets place their orders accordingly. In order to satisfy immediate demand,

20 to 25 tankers are provided with a buffer stock of 500 litres each day so that they can be mobilized

to cater the demand in an area.

Distribution Channels:

a) Token Distribution: Also, termed as Lohe ki bhains (metal buffalo), is an automated milk

43

vending machine.

b) Distributors: The packaged milk is distributed via the distributor network throughout the city.

Processing

At Good milk, the processing of milk is done by process automation whereby state of the art

microprocessor technology is adopted to integrate and completely automate all functions of the

milk processing areas to ensure high product quality/reliability and safety. There are four ways of

milk processing Firstly, Clarification, in which milk is spun at very high speed, removing all dust

particles that are invisible to the naked eye. Secondly, Standardization which help to maintain

uniformity by raising or lowering its fat and SNF (solid not fat) percentage to a desired levels, so

as to deliver milk to consumers as per prescribed PFA norms. Thirdly, it is Homogenization which

improves palatability of milk and Finally, Pasteurization, which kills all pathogenic bacteria

present in the milk and thus making it safe for consumption.

Quality Control

Stringent quality control methodologies are employed in Good milk

a) The milk is tested for adulterations and quality at the time of collection from the farmers.

b) The Milk that comes from the collection points to the Good milk plant is ensured to have a

temperature of not more than 4C and is subjected to 15 product and quality checks.

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COMPETITOR ANALYSIS

AMUL Amul is the acronym for Anand Milk Union Limited, a dairy cooperative company in Gujarat,

India that markets a wide range of products including milk powders, milk, butter, ghee, cheese,

chocolate, Shrikhand, Gulab Jamun, ice cream, cream, and others making it the largest food brand

in India. Amul has spurred the White Revolution of India, which has made India the largest

producer of milk and milk products in the world. It is one of the best examples of co-operative

achievement in the developing economy. Amul entered the pouched milk market in Kolkata in

2005 and then onwards giving a tough competition to Good milk .Presently Amul has a 40 %

market share in the branded milk segment. Product

The varieties of Amul milk available in Kolkata are :

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Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Tea Special

At Amul skim milk powder is procured from the cooperatives of Gujarat which is much superior in quality when compared to the cooperatives of West Bengal leading to better quality of products.

Price

When compared to Good milk , the distributors margin of Amul is .50p/ltr whereas Good milk

gives .30p/ltr .In case of retailers Good milk has fixed margin in every part of West

Bengal .However Amul gives different margins depending upon the location and sale of the retailer

which becomes a great incentive to sale. The price of the milk to the end consumer is however

similar to Good milk

Place

The availability of milk is a major concern among the consumers. Amul with its vast distribution

network has enhanced the market and is responsible for its growth. Amul has made pouched milk

available in almost all suburbs of West Bengal where we cannot find Good milk even today. Good

milk is not able to cater to those markets because their size is comparatively small and with the

current retailers and distributors margin there is hardly any profit left to them because the

expenditure is much more.

Promotion

Amul has a great brand image in the mind of the customer .Their expert marketing and advertising strategies add all the more to the sales.

METRO DAIRY Metro Dairy was founded in the year 1994 as a new venture of Keventer Agro Ltd. It was India's

46

first dairy project in public private partnership. A three-way joint venture was signed between West Bengal Milk Federation, Keventer and NDDB, forming 'Benmilk Keventer Limited' to enhance milk supply in Kolkata.

The initiative had a strong backbone of:

An ultra-modern, state-of-the-art plant - the most modern plant in Asia.

Fully equipped with complete automation and very high level quality and state-of-the-art control systems.

The fully automated plant restricts any hand touch right from the time milk is brought out

from tankers till the point milk is finally packed.

World Bank funded the project under Operation Flood, Phase III with the objective of providing fair treatment to farmers and eliminating middle men.

Having earned laurels in the milk industry, the Keventer Group extended to the ice-cream category in 1998. In a handful of years, established itself as one of the major competitor in the milk and ice-cream industry. Currently 20,000 litres of ice cream is produced per day.

STUDY OF DISTRIBUTORS AND RETAILERS

The study of distributors and retailers was conducted on a part of DELHI NCR , South delhi ,

noida ,gurgaon . The 2 major distributors in the area were interviewed. They are :

DLF CITY

PHASE 5

GURGAON (HARYANA)

JMD Appartment Sona road Gurgaon (Haryana)

The method of personal interview and questionnaire was adopted to get the insights. The following mode of operation was found out through interviews :

An agreement is done by the company with the LAD for payment of a security deposit

The LAD will receive the delivery of poly pouch milk at the scheduled place mutually agreed upon and to sell the same to the third party retailers in the area specified by the dairy

The milk shall be sold by the LAD to the retailer already existing in that area and further outlets to be developed by the LAD

The operational area of LAD shall be decided by mutual consent and may be increased or

decreased as per the decision of dairy from time to time

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The LAD shall increase the sales by at least 10% over and above the present sales within 3 months

The LAD shall be responsible for delivery of milk in good condition and in time to various outlets by his own arrangements of transport and manpower

If at any time the milk is found unfit for human consumption due to mishandling or bad storage by the LAD , strict action will be taken

The LAD is solely responsible for maintaining the sealing , quality , packaging , etc. of the milk packets received from the dairy

The milk once delivered to the LAD shall not be returned to the dairy at anytime and under any circumstances

The LAD shall also be responsible to leverage out the benefits given to the retailers by the company from time to time

The results of the questionnaires filled by Lad are given below :-

FINDINGS:

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INTERPRETATIONS

Earlier Good milk itself used to distribute milk directly to the local retailers, the distribution of

milk through LADs started only last year. Since the distributors are new they hardly have any

complain regarding retailers drop out within the year of work. However sales were largely affected

due to competition from other local brands which are coming up daily with new schemes.

According to the distributors, the margin was not sufficient to meet their expenses. Their profit

remains negligible. Among the competitors also Good milk margin is the lowest. Again there is no

incentive to work hard. The targets given by the company were not realistic and hence were not

achieved.

Their view about the quality of milk is also not satisfactory. According to them there is no

consistency in the quality, which becomes a major reason of low consumer demand. When it comes

to competitiveness Good milk lacks behind many brands and especially Amul which has captured

the market with its mass advertisements and fine quality of product

The margin of amul and Good milk is almost same in the area , however when compared to local

brands it is quiet less. When it comes to competitiveness according to the retailers Good milk is

not performing upto the mark.Their strategies does not meet their competitors. Brands like Red

Cow offer huge discounts to their retailers whereas Good milk has no such schemes.

Thus through applying root cause analysis we can come out with the main problems of distributors

and retailers leading to decreasing market share. The fish bone diagram demonstrating the reasons

is shown below

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RESEARCH METHODOLOGY

Purpose

The basic purpose of this research is to find out the factors affecting the decision of the consumer to purchase milk Problem

To find out problem is the first stage of the research process. It represents translating the

management problem into research problem. It is rightly said, A problem well defined is half

solved.

Consumers have faith in the brand image of Good milk, still its losing share to Amul and other local brands Objectives The objectives of the study are as follows:

1) The objective of the study was to find the actual reason why people are not buying Good milk

SAMPLE Sampling Frame:

A Sampling frame consists of a list of item from which the sample is to be drawn.

The sample frame for this research constitutes the customers visiting retail outlets to purchase milk in North and East Kolkata.

Sample Size: The sample size of the research was 315 individuals.

Methodology:

Initially 25 factors were identified to carry on the survey through an analysis. This was further

cleaned into a list of questions in a questionnaire (refer annexure). Once framed and properly

fragmented, these were individually filled for a process of Descriptive Research. A cross-board

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survey was undertaken involving consumers of milk in east and north Kolkata. This gave a

congregated set of 314 responses which were then segregated and keyed into SPSS. SPSS was

extensively used to narrow down the factors into components. KMO AND BARTLETT'S TEST OF SPHERICITY

KMO:

The KMO measures the sampling adequacy which should be greater than 0.5 for a satisfactory

factor analysis to proceed. The measure of sampling adequacy (MSA) is .614 for the variables we

initially taken for the consideration Bartlett test of sphericity:

In accordance with the requirement of the test for principal component analysis, the value should

lie well above the significance level. Here in our experiment the value (.00) does lie well above

the pre-determined level of significance.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .614

Bartlett's Test of Sphericity Approx. Chi-Square 4228.375

Df 300

Sig. .000

TOTAL VARIANCE EXPERIENCED

The eigen value is a measure of the strength of an axis, the amount of variation along an axis, and

ideally the importance of an ecological gradient. The precise meaning depends on the ordination

method used. The eigenvectors are the sample scores, if the rows and columns of the initial matrix

represent samples. Eigen values are the "characteristic roots" of the principal components solution.

There is one eigen value for each dimension, sometimes labelled the inertia for that dimension.

Each eigen value is the amount of inertia (variance) a given factor explains in the correspondence

table. It is called "Inertia" in SPSS output. Eigen values reflect the relative importance of the

dimensions. The first dimension always explains the most inertia (variance) and has the largest

eigen value, the next the second-most, and so on. The sum of eigen values is total inertia, discussed

above.

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The Eigen Analysis for our Analysis is given below : Total Variance Explained

Extraction Sums of Squared

Com

Initial Eigenvalues Loadings

Rotation Sums of Squared Loadings

pone % of Cumulative % of

Cumulative % of

Cumulative

nt Total Variance % Total Variance % Total Variance %

1 4.423 17.691 17.691

4.423 17.691 17.691 3.901 15.604 15.604

30.515

12.824

2.588

10.353

25.958

2 3.206 12.824 3.206 30.515

3 2.472 9.886 40.401

2.472 9.886 40.401 2.290 9.162 35.119

4 2.076 8.304 48.705

2.076 8.304 48.705 2.288 9.153 44.272

5 1.994 7.976

56.681

1.994 7.976

1.864

7.458

51.730

56.681

6 1.478 5.913 62.594

1.478 5.913 62.594 1.800 7.199 58.929

7 1.250 4.998 67.592

1.250 4.998 67.592 1.626 6.502 65.431

8 1.028 4.112

71.704

1.028 4.112

1.568

6.273

71.704

71.704

9 .918 3.673 75.377

10 .763 3.051 78.428

11 .729 2.914 81.342

CONCLUSION

This project was about the milk segment of Good milk which due to intense competition from its

competitors is continuously losing its market share. So in this project different parameters on

which the sale of good milk depends are studied and analysed from the distributor , retailer and

consumers perspective. The final outcome of the project is that the parameters which make

decision regarding the purchase of milk are Price , Quality, Smell , Taste , Advertisement and

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Awareness. Milk market is a totally unpredictable market and the organisation should be over-

cautious of any complaints that come into milk as it includes the sentiments of a mother for her

kid and she would not prefer to give anything to her kid for which she is not 100% satisfied. So

the company should take every step possible to contain these problems which in some way or the

other affects the sale of good milk and its retailers

LIMITATIONS The limitations of the project is as follows :

1. The study was conducted in Delhi NCR only ,so the limited area of the study may affect the conclusions

2. Some of the respondents could not give their proper response due to lack of time. They at times

tend to get biased and project a rosy picture which may affect the reliability and relevance of

the study

3. It might also be so that some respondents were not motivated enough to respond properly

although full attempt was made to keep it as unbiased as possible.

4. There was no provision of visiting cards for the trainees which hinder communication at times

5. The duration of the project was short, so the scope of more in-depth evaluation was not possible

RECOMMENDATIONS

The recommendations for the company for further growth and profit are as follows:

Good milk should come up with schemes for customers along with retailers as it would be a real boost to the sales and also it will help the company to get back its lost customers

During the survey it was found that many of the retailers were uninterested because they were concerned about the storage of milk. Instead of refrigerators if dry ice boxes can be supplied free of cost, sale would be increased. Also it would be economical and convenient. Later, if the retailer drops out , the box can be collected back.

Also it was seen through the survey that price is not a major concern for the consumers

when it comes to a necessity like milk so the price can be increased by a rupee or two and the quality can be improved

The organisation should schedule these kinds of surveys on a more regular basis as at this

point of time Amul is really capturing the market and the organisation should take viable steps to meet the expectations of its customers

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If MD can do certain promotions as its competitor AMUL does, then it can attract sales.

Promotion with the help of boards, hoardings etc. and also it can advertise in radio

It was found during survey that Good milk gets spoiled quickly, thus a preservative known as costic which is used by Amul can be applied to produce milk

The smell in milk is because of the usage of skim milk powder beyond a certain point of time, this should be looked into by the manufacturing department and alternative measure should be used

The company should try to adopt a relatively short period incentive system in order to make it more friendly and achievable

The milk rejected by Good milk due to substandard is used by other local dairy owners and hence their quality is much inferior. This should be advertised

Differential margin should be given by the LADs to the retailers depending upon the

location and sales

BIBLIOGRAPHY

Websites:-

http://en.wikipedia.org/wiki/Main_Page

www.goodmilk.in

www.yahoo.com

www.google.com

Marketing management Philips kotler

Marketing research kothari

Competency Mapping- Seema Sanghi

ANNEXURE

Questionnaire

DISTRIBUTOR 1. Name - 2. Address - 3. Phone - 4. Avg daily sales (in lts):-

1500 3500 3500 - 5500 5500 7500 7500 9500 9500+

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5. Which type of milk sells the most? DTM TM FCM CM SM

6. Rate Good milk on the scale of 1-5 on the following factors ( 1 as worst and 5 as best) :- Particulars 1 2 3 4 5

Margin

Timeliness

Credit limit

Incentives

Demand of retailer

Packaging

Quality

8. Is there any scope to increase the no of retailers in your area ? YES NO

9. Suggestions/Complains :

RETAILER

1. Name of shop - 2. Address - 3. Phone - 4. Lad name - 5. Avg daily sales (in lts):-

10 50 50 150 150 300 300 450 450+

6. If the answer to the above is unsatisfactory then please choose the reasons from below:

Competition from other brands

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Competition from local dairy owners Others

7.