reliance dairy foods ltd
TRANSCRIPT
EXECUTIVE SUMMARY
The present study assesses the factors affecting brand switching of
packaged milk (RDFL) & to provide suggestive measures to RDFL to increase
the market share. The study was conducted in South Extension and Kotla
regions of New Delhi the capital of INDIA. The conclusion of the findings of
the research shows that consumers were not satisfied with quality and taste of
RDFL milk. There was lack of awareness among consumers regarding the brand
and the product. Company was also lagging in terms of reach to customers.
MAJOR FINDINGS:
The Delhi and NCR packaged milk market comprises around 4.5 million
liters per day (MLPD) of milk currently and is dominated by Mother
Dairy 2.8 million liters per day.
The three important parameters which effect the buying decision of
Household consumers are quality, taste and ease of availability while in
case of Institutional consumers these are quality, ease of availability and
price.
The major reasons for not trying RDFL milk were lack of awareness of
product and non-availability of the product for both household and
institutional consumers.
The major reasons for discontinuation of RDFL milk by Household and
Institutional consumers were non-availability and quality related issues.
The consumers were frequently facing problem of early spoilage of milk.
The major problems faced by retailers were leakage in milk pouches,
early spoilage of milk, late and irregular supply by distributor and lack of
promotional activities by the company.
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Sales closing reasons mainly include quality related issues, issues related
to distributors, replacement policy regarding spoiled milk and leaked
pouches, lack of promotional activities and lack of interaction with
retailers and lack of quality reporting by RDFL officials.
Company is facing huge competition from other players in terms of supply chain, reach to consumers and number of retailers and distributors.
SUGGESTIONS:
As consumers were not satisfied with quality and taste of RDFL milk, the company should try to conduct camps and awareness programme to overcome this thinking of people.
To raise the consumer awareness regarding adulteration of milk, RDFL can open its testing facilities.
The vehicles used for transportation should be properly insulated to reduce the chances of spoilage of milk due increase in temperature.
To increase awareness regarding the brand and product, promotional activities need to be increased and small banners should be provided to retailers.
RDFL can open its own outlets to get maximum advantage of demand of dairy products which will also help in strengthening the brand.
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Company Profile
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"Between my past, the present and the future, there is one common factor:
Relationship and Trust. This is the foundation of our growth."
Shri Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002
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Mukesh D. Ambani
Chairman & Managing Director
RELIANCE GROUP
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is
India's largest private sector enterprise, with businesses in the energy and
materials value chain. Group's annual revenues are in excess of US$ 28 billion.
The flagship company, Reliance Industries Ltd, is a Fortune Global 500
company and is the largest private sector company in India.
Backward vertical integration has been the cornerstone of the evolution
and growth of Reliance. Starting with textiles in the late seventies, Reliance
pursued a strategy of backward vertical integration - in polyester, fibre
intermediates, plastics, petrochemicals, petroleum refining and oil and gas
exploration and production - to be fully integrated along the materials and
energy value chain.
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The Group's activities span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals (polyester, fibre
intermediates, plastics and chemicals), textiles, retail and special economic
zones (SEZ).
Reliance enjoys global leadership in its businesses, being the largest
polyester yarn and fibre producer in the world and among the top five to ten
producers in the world in major petrochemical products.
Major Group Companies are Reliance Industries Ltd (including main
subsidiary Reliance Retail Ltd) and Reliance Industrial Infrastructure Ltd.
INDIAN RETAIL INDUSTRY
Indian Retail Industry is ranked among the ten largest retail markets in
the world. The attitudinal shift of the Indian consumer in terms of “Choice
Preference”, “Value for Money” and the emergence of organized retail formats
has transformed the face of Retailing in India.
The Indian retail industry though predominantly fragmented through the
owner -run " Mom and Pop outlets" has been witnessing the emergence of a few
medium sized Indian Retail chains, namely Pantaloon Retail, RPG Retail,
Shoppers Stop, Westside (Tata Group) and Lifestyle International.
Given the attractiveness of the Indian retail sector, foreign retailers like
Wal-Mart, Carrefour SA, Europe's largest retailer and Tesco Plc, the UK's
largest retailer, were keen to enter this growing market, despite the Indian retail
sector being closed to foreign direct investment (FDI). In February 2006, the
Indian Government had announced its decision to allow FDI of up to 51% in
single brand retailing.
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RELIANCE RETAIL LTD
With a vision to generate inclusive growth and prosperity for farmers,
vendor partners, small shopkeepers and consumers, Reliance Retail Ltd (RRL),
a subsidiary of RIL, was set up in 2006 to lead Reliance Group’s foray into
organized retail. Reliance is gearing up to revolutionize the retailing industry in
India. Towards this end, Reliance is aggressively working on introducing a pan-
India network of retail outlets in multiple formats.
A world class shopping environment, state of
art technology, a seamless supply chain infrastructure,
a host of unique value-added services and above all,
unmatched customer experience, is what this initiative
is all about.
The retail initiative of Reliance will be without a parallel in size and
spread and make India proud. Ensuring better returns to Indian farmers and
manufacturers and greater value for the Indian consumer, both in quality and
quantity, will be an integral feature of this project.
The project will boast of a seamless supply chain infrastructure,
unprecedented even by world standards. Through multiple formats and a wide
range of categories, Reliance is aiming to touch almost every Indian customer
and supplier.
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RIL's Retail Project will be through the following companies:
Reliance Retail Ltd Subsidiary of RIL
Reliance Fresh Ltd Subsidiary of Reliance Retail Ltd
Retail Concepts and Services (India) Ltd Subsidiary of Reliance Retail Ltd
Reliance Retail Insurance Broking Ltd Subsidiary of Reliance Retail Ltd
Reliance Dairy Foods Ltd Subsidiary of Reliance Retail Ltd
Reliance Retail Finance Ltd Subsidiary of Reliance Retail Ltd
RESQ Ltd Subsidiary of Reliance Retail Ltd
Reliance Digital Retail Ltd Subsidiary of Reliance Retail Ltd
Reliance Financial Distribution and
Advisory Services LtdSubsidiary of Reliance Retail Ltd
Reliance Hyper mart Ltd Subsidiary of Reliance Retail Ltd
Reliance Retail Travel & Forex Services Subsidiary of Reliance Retail Ltd
Reliance Brands Ltd Subsidiary of Reliance Retail Ltd
Reliance Wellness Ltd Subsidiary of Reliance Retail Ltd
Reliance Footprint Ltd Subsidiary of Reliance Retail Ltd
Reliance Integrated Agri Solutions Ltd Subsidiary of Reliance Retail Ltd
Reliance Trends Ltd Subsidiary of Reliance Retail Ltd
Reliance Lifestyle Holdings Ltd Subsidiary of Reliance Retail Ltd
Reliance Universal Ventures Ltd Subsidiary of Reliance Retail Ltd
Reliance Autozone Ltd Subsidiary of Reliance Retail Ltd
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Reliance Retail Ltd Subsidiary of RIL
Strategic Manpower Solutions Ltd Subsidiary of Reliance Retail Ltd
Reliance Gems and Jewels Ltd Subsidiary of Reliance Retail Ltd
Delight Proteins Ltd Subsidiary of Reliance Retail Ltd
Reliance F&B Services Ltd Subsidiary of Reliance Retail Ltd
Reliance Agri Products Distribution Ltd Subsidiary of Reliance Retail Ltd
Reliance Leisures Ltd Subsidiary of Reliance Retail Ltd
Reliance Retail Securities and
Broking Company LtdSubsidiary of Reliance Retail Ltd
Reliance Home Store Ltd Subsidiary of Reliance Retail Ltd
Reliance Trade Services Centre Ltd Subsidiary of Reliance Retail Ltd
Reliance Food Processing Solutions Ltd Subsidiary of Reliance Retail Ltd
Reliance Supply Chain Solutions Ltd Subsidiary of Reliance Retail Ltd
Reliance Loyalty & Analytics Ltd Subsidiary of Reliance Retail Ltd
Reliance Digital Media Ltd Subsidiary of Reliance Retail Ltd
Reliance-Grand Optical Private Ltd Subsidiary of Reliance Retail Ltd
Reliance Vantage Retail Ltd Subsidiary of Reliance Retail Ltd
Reliance People Serve Ltd Subsidiary of Reliance Retail Ltd
Reliance Infrastructure Management
Services LtdSubsidiary of Reliance Retail Ltd
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Reliance Retail Ltd Subsidiary of RIL
Reliance One Enterprises Ltd Subsidiary of Reliance Retail Ltd
Reliance Personal Electronics Ltd Subsidiary of Reliance Retail Ltd
Reliance Review Cinema Ltd Subsidiary of Reliance Retail Ltd
Reliance Replay Gaming Ltd Subsidiary of Reliance Retail Ltd
Reliance Nutritional Food Processors Ltd Subsidiary of Reliance Retail Ltd
Reliance Petro Marketing Ltd Subsidiary of Reliance Retail Ltd
LPG Infrastructure (India) Private Ltd Subsidiary of Reliance Retail Ltd
Growth through Value Creation
Since its inception in 2006, Reliance Retail Ltd (RRL) has grown into an
organisation that caters to millions of customers, thousands of farmers and
vendors. Based on its core growth strategy of backward integration, RRL has
made rapid progress towards building an entire value chain starting from the
farmers to the end consumers.
In the last year, Reliance Retail Ltd (RRL) continued to fulfil its
commitment of enriching Indian consumer’s shopping experience and providing
quality merchandise at an attractive value proposition. More than 3 years into
operation, RRL has now expanded its presence in more than 85 cities across 14
states in India. RRL forged ahead with its expansion plans and rolled out stores
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across the country. RRL’s footprint now spans a network of more than 1,000
stores.
RRL operates several ‘value’ & ‘specialty’ formats. The ‘value’ formats
that RRL operates are: ‘Reliance Fresh’, a neighbourhood concept, ‘Reliance
Mart’, an all under one roof supermarket concept & ‘Reliance Super’, a mini-
mart concept. The ‘value’ formats offer a wide range and assortment of
products required for daily household needs. The ‘specialty’ formats are:
‘Reliance Digital’, a consumer durables & information technology concept,
‘Reliance Trends’, an apparel & accessories concept, ‘Reliance Wellness’, a
health, wellness & beauty concept, ‘iStore by Reliance Digital’, an exclusive
Apple products concept, ‘Reliance Footprint’, a footwear concept, ‘Reliance
Jewels’, a jewellery concept, ‘Reliance TimeOut’, a books, music &
entertainment concept, ‘Reliance AutoZone’, an automotive products & services
concept and ‘Reliance Living’, a homeware, furniture, modular kitchens,
furnishings concept.
RRL rapidly expanded the stores network it operates through strategic
partnerships with world-class companies such as Marks & Spencer and Pearl
Europe. RRL also entered into an exclusive distribution arrangement with Asics
Corporation Japan to market Asics brands of shoes and accessories in India.
RRL has recently opened its flagship store under its franchise agreement with
Hamleys and plans to expand the store network in the coming year. RRL has
also expanded its presence in business-to-business office supplies through its
joint venture with Office Depot.
Through ‘Reliance One’, RRL’s loyalty membership program, RRL
enjoys the patronage of over 5.5 million customers. In the coming year, RRL
will continue on its mission to delight the customers every visit. RRL will 11
continue to provide unprecedented value to customers across all its formats and
stores.
Retail and Franchising Awards
Franchise Award 2005.
Innovative Retail Concept of the year - Special Award
Best Franchiser of the year Award - 2005 Star Award, Hall of Fame
across all categories
Innovation and Technology in Franchising - (The Reid & Taylor
Awards for Retail excellence) at The India Retail Summit 2005 for its
various innovations in Petroleum Retailing.
Retail Concept of the year for Reliance Truck Stops- Images Retail
Awards at India Retail Forum 2005.
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Reliance Retail Enters Dairy Sector with Liquid Milk
RIL at Hotel Inter Continental The Grand, Mumbai, on 12th October 2006, organized
a seminar on “Dairy Industry - Current and Future Packaging Trends”
Entry in dairy sector through RIL’s retail dairy venture Reliance Dairy
Foods Ltd was probably one of the best-guarded secrets about Reliance
Industries Ltd’s (RIL) Rs 3,375 crore retail forays. RIL is planning to make
dairy products an important growth driver of the retailing venture.
With a veteran of the dairy industry, Harsev Singh, a senior executive of
the National Dairy Development Board who was on deputation with Verka,
the Punjab cooperative milk marketing federation for some time, being roped in
to head RIL’s retail dairy venture.
RIL is making mega plans to take on dairy biggies like Amul. RIL also
expressed a willingness to even provide micro finance to farmers to buy cattle
and establish their own milk auction markets or mandis. Not only that, RIL is
also eyeing the Netherlands, which apart from having a world-class dairy
industry, is also an acknowledged leader in dairy technologies. RIL retail
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venture may collaborate with the Dutch both for technological know-how as
well as a potential export market.
Milk is big business in retailing as it ensures footfall and dairy products
constitute 15% of the retail business. Most large multinational retail majors also
have their own branded dairy produce.
Reliance Retail has stepped into the dairy products sector in 2007 with a
national ‘pilot’ launch of its liquid milk (family milk segment) in Hyderabad,
Andhra Pradesh. Reliance Retail currently has its processing and packaging
facilities in Andhra Pradesh, Haryana and Rajasthan.
The milk brand “Dairy Life” is being sold through Reliance stores and
general trade (including milk retailers) in Haryana, Punjab, Andhra Pradesh,
Tamil Nadu, Rajasthan, NCR (National Capital Region) and Himachal Pradesh.
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ORGANISATIONAL HEIRARCHY
Central Organization:
State Organization:
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Cheif Executive OfficerProject Planning Head
Milk Procurement Head
Plant Head
Quality Head
Sales & Distribution Head
HR Head
Commercial Head
Logistics Head
State Head
Commercial Head
Procurement Head
Plant HeadSales &
Distribution Head
Financial highlights of Reliance Dairy Foods Limited
Financial Results:
The performance of the Company for the financial year ended March 31,
2010 is summarized below:
2009-2010 2008-2009
Profit/ (Loss) Before
Depreciation, Interest and Tax
(386.31) (434.47)
Less: Interest 3.36 0.62
Depreciation 228.66 181.71
Profit/ (Loss) before Tax (618.33) (616.80)
Less: Provision for
Taxation
Fringe
benefit Tax
- 10.14
Deferred Tax (203.04) (176.89)
Profit/ (Loss) after Tax 415.29 450.05
Add: Balance brought
forward from previous year
(763.39) (313.34)
Balance carried to Balance
Sheet
(1178.68) (763.39)
(Rupees in Millions)
Operational Review:16
The Company strengthened its presence in the milk retailing business by
launching ‘Dairy Pure’ brand that are sold through general milk retailers along
with Reliance Fresh stores. The Company presently operates in Andhra Pradesh,
Haryana, Tamil Nadu, Maharashtra, Delhi, Punjab, and Rajasthan and is
confident to further grow with the extension of product portfolio. The Company
has incurred a loss of Rs. 415.29 Million for the financial year ended March 31,
2010. With the optimization of resources and further scaling up of operations,
the Company is confident of posting better results in the future.
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Profit and Loss Account for the year ended 31st March, 2010
2009-10 2008-09
INCOME
Turnover 29,349.25 17,804.99
Other Income 2.84 0.16
Variation in Stocks 996.86 2,393.03
30,348.95 20,198.18
EXPENDITURE
Purchases 942.11 527.86
Manufacturing and other Expenses 29,793.15 20,104.79
Interest and Finance charges 3.36 0.62
Depreciation 228.66 181.71
30,967.28 20,814.98
Profit/ (Loss) before Tax (618.33) (616.80)
Provision for Fringe Benefit Tax - 10.14
Provision for Deferred Tax (203.04) (176.89)
Profit/ (Loss) after Tax (415.29) (450.05)
Add: Balance brought forward from
Previous Year
(763.39) (313.34)
Balance carried to Balance Sheet (1,178.68) (763.39)
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Dairy Industry
Table: World dairy market at a glance
2007 2008estimate 2009 forecast Change:
2009 over
2008
million tonnes milk equivalent %
WORLD BALANCE
Total milk production 76.1 687.7 699.
0
1.6
Skim Milk Powder (SMP) 4.1 24.6 25.0 1.6
Whole Milk Powder (WMP) 0.8 31.6 32.1 1.6
Butter 0.3 62.3 64.0 2.7
Cheese 5.9 87.9 89.8 2.2
Other products 75.1 481.3 488.
0
1.4
Total trade 9.4 39.7 39.4 -0.8
SUPPLY AND DEMAND
INDICATORS
Per capita food consumption:
World (kg/year) 02.4 103.1 103.
6
0.5
Developed countries (kg/year) 45.4 246.9 249.
6
1.1
Developing
countries
(kg/year) 4.0 65.5 66.9 2.1
Trade – share of (%) 0.8 5.8 5.6
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Production
2007 2008 2009 Change:
Jan-May
2009 over
Jan-May
2008(%)
FAO Dairy Price
Index
( 2002-2004=100) 12 220 119* -52
* Jan-May 2009
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Introduction to
Indian Dairy Industry
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INDIAN DAIRY INDUSTRY: An Overview
India‟s calendar year (CY) 2010 milk production is estimated at 117
million tons and is forecast to increase approximately 4 percent to a record
121.5 million tons in 2011, reflecting a near normal monsoon, improving
management practices, increasing efforts of the private and public sector to
improve cattle genetics, and good feed/fodder availability. In March 2010, India
permitted duty-free imports of 30,000 tons of non fat dry milk (NFDM) and
15,000 tons of butter oil, due to concerns of a repeat of the 2009 weak monsoon.
However, a sufficient 2010 monsoon, accompanied by the duty-free imports,
has led to carry over stocks for next year
Indian dairy has come of age! India has not only emerged as a largest
producer of milk, having crossed 100 million tons mark, it has also entered the
international trade market with a bang. The export of milk products, during the
financial year 2005-06 were 59,746 MT, including 40,436 MT of SMP
(Skimmed Milk Powder), which declined due to ban imposed on export of SMP
by GOI. This ban has resulted not only in the loss of business, but also loss of
face in international markets. The ban was imposed to control the rising food
prices. One may ask, ‘Why are millions of our farmers being deprived of
making money, just to keep consumers in metro happy?’
As the world‟s largest producer of dairy products (by volume) and home
to the world‟s largest dairy herd, India nonetheless faces a milk supply gap due
to increasing demand from a growing middle class population. Industry sources
currently estimate that Indian dairy production is growing at a rate of about 4
percent per year, while consumer demand is growing at approximately double
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that rate, thus contributing to forecasted record growth of domestic production
of liquid milk and butter. In response to strong demand for milk products, the
Indian dairy industry is raising production in several ways. For example,
farmers have responded to increasing dairy prices by increasing herd sizes, as is
reflected in the 2007 Indian livestock census (updated as of 2010). Additionally,
those farmers working directly with organized-sector buyers (industry estimates
that between 40 and 50 percent of dairy producers work with the organized
sector) generally have access to modern extension services, thus improving
management, feeding, fertility and veterinary care. Many of these extension
service providers offer artificial insemination services, further improving milk
yields with new dairy cattle genetics. Artificial insemination services are
expected to grow in the future, as the government of India continues to develop
protocols for imported genetics products as well as encourage the growth of
genetics services throughout the country. Finally, commercial dairies continue
to build their presence in India.
Based on the general trends outlined above, Post forecasts CY2011 liquid
milk production at 121.50 million tons, approximately 4 percent more than the
estimated record 117 million tons in 2010. CY 2010 liquid milk production is
revised to reflect greater than 4 percent growth over 2009 production due to a
strong monsoon and related good fodder availability. Despite a weak monsoon
in CY 2009, Indian dairy production was still strong, with liquid milk
production coming in at 112 million tons. This was likely due to improved
management practices. Note that the Post production, supply and demand (PSD)
estimates for liquid milk, NFDM and butter have been generally revised to
reflect the calendar year in lieu of the April/March marketing year, necessitating
a general shift in production and trade values over the past 10 years. Some
production revisions were also made to reflect updated livestock numbers
following the recent publication of the Indian Livestock Census through the
year 2007 (See Gain Report IN1082). 23
CY 2011 production of NFDM is forecast to increase to 410,000 metric
tons. The growth in production is being driven by increasing demand for dairy
products from India‟s growing middle income population. Post has revised
NFDM production estimates for CY 2010 downwards by 25,000 metric tons to
375,000 metric tons. The downward revision is due to India‟s import of 30,000
metric tons of milk powder at „nil‟ duty in 2010, which was tendered on
concerns of a supply crunch in 2009. However, a good monsoon in 2010
resulted in good milk production, and with significant imports of NFDM and
strong demand for liquid milk, it is estimated that domestic production of
NFDM will fall slightly in 2010. NFDM production in 2009 is also revised
downwards by 10,000 metric tons at 360,000 metric tons. Although milk
production grew in 2009, liquid milk consumption continued to grow at a
greater pace, leading to lower NFDM production in 2009. Increased demand for
reconstituted milk during the lean season and consistent exports of NFDM are
also drivers supporting increased production of milk powder.
Post forecasts 2011 production of combined butter and ghee (clarified
butter) to increase by 25,000 metric tons to 4.18 million metric tons, following
India‟s increasing production trend. 2010 butter production is pegged at 4.16
million metric tons due to the expected record milk production. Post has not
changed the production estimates of butter for 2009, previously forecasted at
3.91 million metric tons
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The Indian dairy sector is unique in its emphasis on both cattle and
buffalo milk. Out of the total bovine population in milk in India, 40 percent
are indigenous cows, 46 percent are buffaloes and 14 percent are imported
European or North American cattle crossbreeds. Out of the total milk
produced in India, 55 percent or slightly more comes from buffaloes, and the
remainder from dairy cows. Traditionally, buffalo milk has been preferred for
its high milk fat content. However, as the organized sector procures more
milk, dairy cattle are increasing in popularity due to their increased yields and
shorter dry periods.
. In India, the market milk technology may be considered to have
commenced in 1950, with the functioning of the Central Dairy of Aarey Milk
Colony, and milk product technology in 1956 with the establishment of
AMUL Dairy, Anand.
Organized milk handling was started in India with the establishment of
Military Dairy Farms. Handling of milk in Co-operative Milk Unions
established all over the country on a small scale in the early stages.
Pasteurization and bottling of milk on a large scale for organized distribution
was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959),
Worli (1961), Madras (1963) etc.
Milk Plants were established under the Five-Year Plans for Dairy
Development all over India. These were taken up with the dual objective of
increasing the national level of milk consumption and ensuing better returns
to the primary milk producer. Their main aim was to produce more, better
and cheaper milk.
Indian Dairying is unique in more than one ways. It ranks first with its
185.2 million cattle & 97.9 million buffaloes accounting for about 51 percent
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of Asia’s and about 19 per cent of world’s bovine population. India is also the
world’s largest milk producer, accounting for around 13.1% of world’s total
milk production. It is the world’s largest consumer of dairy products.
According to the National Dairy Development Board (NDDB) milk
production is increasing at one percent per annum in the world, while it is
increasing at around 4 percent in India. Dairy products are a major source of
cheap and nutritious food to millions of people in India and the only
acceptable source of animal protein for large vegetarian segment of Indian
population, particularly among the landless, small and marginal farmers and
women. This impressive growth effort speaks volume about the co-
coordinated efforts of large number of milk producing farmers, scientists,
planners, NGO’s and industry in achieving self-sufficiency in milk
production.
The dairy foods space offers high margins of 10-12% that keeps
growing. In terms of investment, companies need to make one-time
investment for setting up processing units and supply chain units with cold
storage facilities. The above features attract investment from private dairy
companies. Now in India there are good numbers of private players in this
sector like Nestle India Ltd, Parag Milk Foods, Reliance Dairy Foods Ltd,
DMS, Gopalji, Britannia, and Paras Foods etc. It is good for the market to
have more players and entry of large corporate houses would be beneficial
for farmers as well as customers. But sizeable market presence cannot be
built overnight in milk business and needs strong procurement and marketing
network.
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Production Policy
Dairy production in India is characterized by a low input-low output
system, whereby smallholder producers typically own no more than five
cattle or buffalo and use locally available feedstuffs. While yields are below
international averages, production costs are amongst the lowest in the world.
Although animals are generally stall-fed, low production costs and low yields
means that animal feeding typically relies on agricultural residues rather than
grain based feeds or special fodder. As dairy product prices continue to rise
and stable incomes from milk procurement become more available, there is a
small but slowly growing trend amongst farmers to increase herd sizes and
specialize in dairying. Additionally, private sector investors are building
larger dairies, often in partnership with a major dairy processor.
Indian dairy policy is currently focused on increasing milk output
through a number of incentive schemes. While breeding stock development
continues to take place through the Ministry of Agriculture‟s research
programs, the government of India has also taken steps to allow the
importation of high quality genetics. Currently, India allows imports of
bovine semen and embryos (subject to strict quality norms). Additionally, the
GOI launched the „National Project for Cattle and Buffalo Breeding
(NPCBB)‟ in October 2000. This program has targeted improving Indian
indigenous breeds on a priority basis over a ten year period with an allocation
of USD 255 million (Economic Survey 2009-10). The private sector is also
playing a role by providing extension activities oriented at ensuring a stable
supply of high-quality milk for procurement. Through the private sector,
Indian dairy farmers are receiving artificial insemination services, veterinary
care and other livestock management training. As genetic improvements
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become more available, it is expected that Indian producers will continue to
use higher yielding foreign cattle breed/local breed hybrid crosses, often
provided through their milk procurement company‟s own extension services.
In 2010, the government, along with the National Dairy Development
Board, has drawn up a National Dairy Plan (NDP) with a proposed outlay of
around USD 378 million to nearly double the country‟s milk production by
2020. This plan will focus on increasing milk productivity of the Indian dairy
herd through several means, including the use of imported genetics as well as
selective breeding of local cattle. Additionally, the NDP proposes to improve
access to quality feeds and improve farmer access to the organized market, by
increasing cooperative membership and growing the network of milk
collection facilities throughout India. (National Dairy Development Board).
Milk Production:
The total amount of milk produced has increased from 21.2 million
tonnes in 1968 to 108.5 million tonnes in 2008-09.
India is the largest producer of Milk in the World.
Per capita availability of milk presently is 258 grams/day in 2008-09,
increased from 112 grams/day in 1968-69.
Milk production in India is growing at 3.7 %/year and the net increase
in availability is around 2.3 %/year.
Contributing about 5.3 % to India’s agricultural GDP, milk is a leading
agricultural produce.
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Milk Processing:
About 35% of total milk produced in the country is processed.
The organized sector process about 1.3 crore tonnes annually while the
unorganized sector processes about 2.2 crore tonnes.
There are currently 676 dairy plants in the organized sector that
combines cooperative, private and government sector units.
ABOUT THE PRODUCT
Milk is the secretion derived after complete milking of healthy
milk animal, excluding that obtained within 15 days before or after 10
days of calving.
Key Facts about Milk:
Milk is a rich source of calcium,
vitamins and protein.
Contrary to common belief milk is
not high in fat.
For those concerned about their
overall fat intake, reduced fat milks
such as semi skimmed and
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skimmed milks, have lower energy content but without significant
nutrient loss.
Cows’ milk is not suitable as a drink for infants under twelve months.
From six months onwards, cows’ milk can be added in small amounts
to foods in order to soften them.
In children’s diets, semi-skimmed (sometimes called ‘low-fat’) milk
should not be introduced until two years. Provided that the child is a
good eater and has a healthy diet, skimmed milks may be introduced
gradually from five years onwards.
Milk and water are healthier options than soft drinks.
Flavoured milks offer a good option for children who do not like the
flavour of plain milk. Their higher sugar content, however, can affect
dental health, so they should be consumed with meals.
Pasteurised milk should be stored at a temperature of 5°C or less.
Constituents of Pasteurised packaged Milk
Milk Variants FAT (in %) SNF (in %)Available Pouch
Variants (volume)
Full Cream Milk 6 9 1, 1/2 litre
Toned Milk 3 8.5 1, 1/2 litre
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Double Toned Milk 1.5 9 1, 1/2 litre, 200ml.
SUPPLY CHAIN
Process of procurement, processing, packaging & distribution of Milk:
Procurement from farmers
The company is collecting milk on daily basis from villages through
the cooperative method. Besides, the main feature is that in every village
from where milk is being procured by RIL, it has installed a fat and solid net
fat machine to check the fat and other contents in the milk. These machines
have been imported from Bulgaria, as at present the machines being used by
the cooperatives can only check the fat content. Also, this machine gives an
instant result and a print comes out, after which the farmer is paid on the spot
depending on the quality of his milk.
To maintain freshness after procuring the milk, the company has
established Milk Chilling Centres (MCC), one centre for every 50 villages,
where the milk is chilled and then transported to milk plants for final
processing. The objective of the company is that the milk is chilled in two
hours, as other companies take about four hours, thus ensuring better
freshness. From MCC milk is transported to plant through tankers.
Checking the quality of milk
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At the Dairy stringent hygienic standards are maintained. The milk in
the tankers is first checked for quality and freshness and then unloaded into
huge insulated stainless steel storage tanks. The presence of adulterants
(impurities) like urea, neutralizers, preservatives and germs like bacteria are
checked. All these tests ensure that only good quality milk is accepted. The
storage tankers are thoroughly cleaned and sanitized using acid and alkali. The
tankers are then finally rinsed with water.
Processing of milk
Unprocessed milk may contain small dirt particles invisible to the
naked eye. In order to remove these particles the milk has to be processed.
To process milk, the milk is first clarified. This is done in a clarifier
which spins the milk at a very high speed, as a result of which the dirt
particles are thrown out and drained.
The milk is then pasteurized to make it safe for human consumption.
This process destroys any disease causing microbes and also increases the
shelf life of the milk. During pasteurization the milk is heated to 80o Celsius
and then rapidly cooled down. This process, unlike boiling, does not affect
the nutritional value of the milk. Pasteurized milk is safe to drink without
boiling as long as it is kept cool at all times.
Homogenization
At Reliance Dairy plants the milk is also homogenized. This ensures
that the customers get uniform amount of cream in their milk.
32
In this process the milk is pumped at a very high pressure turning the
cream into tiny droplets thus distributing the fat throughout the milk. These
droplets do not float to the surface to form a creamy layer. That is why no
creamy layer appears when RDFL milk is boiled at home.Packaging of milk
Dairy products being a highly perishable product, utmost care is
needed in its preservation during storage, handling and transportation. At
RDFL, after processing, the milk is chilled and stored in silos and then
packaged in 6 litres, 1 litre, 500 ml, and 200 ml. flexible pouches. Flexible
pouches have proved to be safe, quick and cost effective with a wide
distribution network, providing ease of packaging and handling. In the form-
fill-seal system, the plastic film is formed into a tube, sealed along its length,
sealed at the bottom to form a pouch, filled with milk and then sealed at the
top. During packaging leaked packets are separated and are again sent to a
separate pasteurized milk silo.
Storage at Cold room
The packages are then transferred to cold room in plastic crates for
storage till distribution. The Cold room is kept clean and its temperature is
kept below 4o Celsius. This prevents spoilage of milk.
Distribution of milk
The milk is distributed through insulated vehicles. The milk is sold
through general milk retailers and Reliance Retail-owned stores. Distribution
is done through private distribution agencies which supplies milk to retailers.
Distributor sends their demand to office which is conveyed to plant on daily
basis.
33
Keeping milk cool
RDFL takes care to keep milk cool and it is chilled before transporting
in insulated vehicles. Keeping milk cool slows down the rate at which
bacteria multiply. This also increases its shelf life.
RESEARCH OBJECTIVES
34
RESEARCH OBJECTIVES:
1. Assessing the present status of milk market of different brands
(packaged milk) in South Delhi.
2. Exploring the factors responsible for switching of customers from
RDFL to other brands.
3. Suggesting suitable measures to increase market share of RDFL in
study area.
35
SCOPE OF THE STUDY:The research will highlight the areas where RDFL is lacking in
providing milk products. RDFL will also know the new ways to provide
better products to its customers and also add value to the customers.
This study will help in ascertaining what efforts RDFL should
undertake to improve its customer relations. This study will also highlight the
various factors that lead to lower level of customer satisfaction.
The suggestions given by the researchers at the end of the report will
help RDFL to overcome the problems it faces to provide the best product to
its customers.
36
RESEARCH
METHODOLOGY
37
RESEARCH METHODOLOGY
Research Type:
Conclusive
Data sources:
Primary data and secondary data
Research approach:
Survey method
Research instrument:
Questionnaire
Type of questions:
Open ended and close ended
Elements:
Household Consumers and Retailers
Method of collecting the data:
Data was collected by personal interactions
Sampling units:
South Delhi: Kotla & South Extension
Period of study conducted –
38
5th May-5th July, 2011
Data analysis
The collected data was depicted in the form of bar charts and pie charts
Statistical tool- arithmetic mean, percentage etc. are used.
SAMPLING DESIGN
Population size:
A total of 500 household customer’s list which was provided by the different retailer of study area.
Sampling technique:
Convenience sampling
Sample size:
80 household customers and 15 retailers.
LIMITATIONS
The response of the customers can be biased.
The response of the retailers can be biased.
The researchers were novice.
There were financial constraints.
39
The sample size was small and the research is Ltd to South Delhi and
some part of Haryana state viz: Malviya Nagar, Kotla, Chirag Delhi,
DuxshinPuri, Marauli, Defence colony, Shahpurjat, Madangir,
Munirka, Tuglakabad Ext. Sarta Vihar, Bhogal, Jangpura, Badarpur,
areas only. So, it is difficult to get a holistic view of New Delhi.
The time period was also Lt
SWOT Analysis of RDFL
STRENGTHS
The major strength of the
RDFL is a recognized BRAND
name as it is a subsidiary of
Reliance Industries Ltd.
The increasing demand for milk
products presents a great
opportunity for the RDFL to
increase and scale up the
production.
RDFL is having a competitive
edge in terms of pricing.
WEAKNESS
Absence of RDFL Outlets.
New player in Dairy sector.
Supply Chain Management is
weak in comparison to
competitors.
OPPORTUNITIES THREATS
40
There is a scope of business as
there is a demand for dairy
products.
RDFL should open its own
outlets to get the maximum
advantage of the demand.
Need to put more stress in the
face-to-face direct marketing to
reach to the customers.
Dairy products are highly
income elastic.
Presence of established players
like Mother Dairy, Amul and
DMS.
Margin is very low in dairy
industry.
Strong supply chain management
by the competitors.
41
Findings of the Research
42
Delhi NCR market:
Delhi National Capital Region (NCR), among the biggest milk markets
in the country, is dominated by Mother Dairy currently.
Delhi‘s estimated 4.5 million liters per day (MLPD) of organized
liquid milk is dominated by Mother Dairy (2.8 MLPD) and Gujarat
Cooperative Milk Marketing Federation (GCMMF or Amul, which
sells 1 MLPD). Besides these two, there is the public sector Delhi Milk
Scheme (0.3 MLPD) and private brands such as Paras and Gopaljee
(0.15-0.2 MLPD each). Amul and NDDB's non-compete agreement
has prevented the former from launching its liquid milk in the Delhi
market till 2003.With the non-compete agreement having run out,
Amul launched its fresh milk in Delhi in two variants — full cream and
toned — priced at par with that of Mother Dairy. Amul, to its delight,
has seen the demand for its milk going up by leaps and bounds in the
city and is now planning to enter into alliances with dairies located
around Delhi such as Indian Potash and Modern Dairy to cater to the
demand.
43
HOUSEHOLD CONSUMERS
Analysis of five different parameters which effect buying decision
of consumer:
Price Taste Quality Ease of availability
Promotion0
5
10
15
20
25Most Important parameter
RDFL
Non-RDFL
No.
of h
ouse
hold
cons
umer
s
Graph showing Most Important parameter which effects buying
decision of Household Consumers.
Findings:
The graph shows that the most important parameter which effects the
buying decision of household consumers is quality. All of the RDFL
consumers ranked quality as a most important parameter. 87% of Non-RDFL
consumers ranked quality as a most important parameter that effects their
buying decision, while 6.5% consumers considered taste as most important
parameter. Nearly 6.5 % consumers considered ease of availability as most
important parameter. This shows that for Non-RDFL consumers taste and
44
ease of availability are also most important parameter. Hence to attract these
consumers company needs to consider taste and availability factors.
Price Taste Quality Ease of availability
Promotion0
2
4
6
8
10
12
14
Parameter of high importance
RDFLNon-RDFL
No.
of h
ouse
hold
cons
umer
s
Graph showing Parameter of high importance which effects
buying decision of Household Consumers
Findings:
It shows that taste is considered as a parameter of high importance that
effects the buying decision of consumers. Around 62% of RDFL consumers
ranked taste as a parameter of high importance, while nearly 28% ranked ease
of availability as a parameter of high importance. 9% of RDFL consumers
ranked price as a parameter of high importance.
40% of the consumers surveyed who do not use RDFL milk considered
taste as a parameter of high importance. They may find taste of RDFL milk
inappropriate. The reason for not liking the taste was that they had become
habitual of consuming either the other brands or the loose milk available
from local dairies.
45
Like taste, 40% of the consumers surveyed who do not use RDFL milk
considered availability as a parameter of high importance. Either they were
getting the milk they were consuming on their doorsteps or it was available
near to their house.
Price Taste Quality Ease of availability
Promotion0
2
4
6
8
10
12Parameter of moderate importance
RDFLNon-RDFL
No.
of h
ouse
hold
cons
umer
s
Graph showing Parameter of moderate importance which effects
buying decision of Household Consumers
Findings:
52% of RDFL consumers considered ease of availability as a
parameter of moderate importance that plays a role in effecting their buying
decision, while nearly 28% of RDFL consumers ranked taste as a parameter
of moderate importance. Nearly 19% of RDFL consumers also considered
price as a parameter of moderate importance.
46
In case of Non-RDFL consumers 46% of them considered ease of
availability as a parameter of moderate importance, while equal number of
them considered price as a parameter of moderate importance. This shows
that price should be competitive to attract consumers.
Price Taste Quality Ease of availability
Promotion0
2
4
6
8
10
12Parameter of least importance
RDFLNon-RDFL
No.
of h
ouse
hold
cons
umer
s
Graph showing Parameter of least importance which effects
buying decision of Household Consumers
Findings:
Majority of consumers either RDFL or Non-RDFL considered
promotion as a parameter of least importance out of the five parameters.
47
But it does not mean that there should be no promotion of the product.
Until and unless people are not aware of the product, they would not buy it.
33% of RDFL consumers also considered price as a parameter of least
importance, while nearly 27% of Non-RDFL consumers considered price as a
parameter of least importance.
22%
36%
42%
Have ever tried RDFL's MilkStill consuming Tried but discontinued Never tried
Around 42% of the household consumers have never tried RDFL milk.
So this group can be target for action. Nearly 36% of consumers have tried
but discontinued RDFL milk.
48
Customer loyalty with present
brand33%
Availability issues27%
Not aware33%
Others7%
Reasons for not trying RDFL
Pie-chart showing Reasons for not trying RDFL milk by Household consumers.
Findings:
The chart shows that major reason for not trying RDFL milk is lack of
awareness. This shows that there is need of good promotion so that people
got aware of RDFL milk. Customer loyalty with present brand is also a major
reason for not trying RDFL milk. Another major reason for not trying RDFL
milk was its non-availability.
Analysis: Reasons for Discontinuation
The following Pie chart shows the major reasons for discontinuation of
RDFL milk by a sample of household consumers.
49
Taste13%
Quality33%
Availability53%
Reasons for Discontinuation
Pie-chart showing Reasons for Discontinuation of RDFL milk.
Findings:
The major reason for discontinuation of RDFL milk was availability.
Majority of household consumers discontinued RDFL milk due to its non-
availability followed by quality problems and taste. Price was not considered
as a reason for discontinuation.
50
Never38%
<2 times/month19%
2 times/month24%
3-4 times/month19%
How often experienced Bad/ Spoiled milk?
Pie-chart showing Frequency of experiencing Bad/Spoiled milk.
Findings:
The graph shows that every fifth RDFL consumer had experienced
bad/spoiled milk 3-4 times in a month, while 24% RDFL consumers had
experienced spoiled milk 2 times in a month. This shows early spoilage was a
major problem in RDFL milk. This is an area of concern for quality control.
Correlation between Family Size and Consumption:
When number of family members and average daily consumption were
correlated then a Correlation coefficient of +0.5273 was found which shows
that there is moderate positive correlation (0.5-0.75) between the two. When
family size increases, the consumption of milk will increase moderately.
Correlation between Monthly Household Income and
Consumption of Full Cream Milk:
The correlation between monthly household income and consumption
of full cream milk was found +0.017, which shows that consumption of full
cream milk is very less effected with increase in monthly household income.
51
RETAILERS
56%
22%
22%
Problems regarding distributionLate and Irregular supply
Unclean crates
No Compensation/ Replacement on return of spoiled milk/ leakaged pouches
Pie-chart showing Problems faced by retailers regarding distribution.
Findings:
Majority of retailers have complained that the milk supply was late and
irregular. The distributor’s supply was late which have negative effect on
milk sale of retailers. This problem was frequent as reported by retailers. 22%
retailers reported that the crates containing milk pouches crates containing
milk pouches were unclean, while 22% retailers reported that distributor had
not provided any compensation and replacement on return of spoiled milk or
leakaged pouches.
52
29%
21%
50%
Means of PromotionSmall Banner Wall Painting Not Applicable
Pie-chart showing Means of promotion.
Findings:
Only 50% retailers reported that promotional activities were there.
29% of retailers reported that they had been given small banners for
promotion of RDFL milk, while 21% reported that wall painting was means
of promotion.
50% retailers reported that there was no means of promotionexcept
word of mouth. These retailers have demanded small banners for promotion
but were not provided.
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25%
75%
Quality of RDFL milk according to retailerGood Average
Pie-chart showing Retailer’s response to quality of RDFL milk.
Findings:
On asking about quality of RDFL milk, 75% of retailers reported it as
average, while only 25% retailers reported it as of good quality.
13%
88%
Promotional activityEffective Not Effective
Doughnut chart showing Effectiveness of promotional activities according to retailers.
Findings:
Only 12% of retailers reported that promotional activities were
effective, while majority of retailers said that promotional activities were not
54
effective. Lack of promotion of the product gives rise to lack of awareness
among consumers.
Correlation between Promotion and Sales of RDFL milk:
When promotional activities and sales of RDFL milk were correlated,
the correlation coefficient was found +0.672, which shows that there is
moderate positive correlation between promotion and sales.
38%
4%
58%
Packaging according to retailersGood Bad Average
Pie-chart showing Retailer’s opinion regarding Packaging of milk pouches.
Findings:
It shows that packaging of milk was not good. Retailers were not
satisfied with packaging of milk pouches as 58% rated it as average while 4%
rated it bad. This was mainly due to less durability of pouches as leakage was
major problem.
55
4%
58%
38%
Last month SalesSatisfactory Average Unsatisfactory
Pie-chart showing Satisfaction level of retailers about last month sales before sales closing.
3%
77%
10%10%
Reason(s) of sales being not satisfactoryCompetition from local dairyies Competition from other brands Lack of PromotionTaste not liked by customers
Pie-chart showing Reason(s) for sales being not satisfactory.
Findings:
The chart shows that the major reason for sales being not satisfactory
was competition from other brands. The reason may be that the consumers
were not satisfied with the quality of RDFL milk. 10% of retailers considered
lack of promotion as a reason behind low sales. This shows that there is lack
of awareness of the product among consumers. Nearly 10% of retailers
56
reported that taste of RDFL milk was not liked by consumers and was a
reason for low sales.
42%
21%
21%
17%
Pouch Leakage[Packets leaked(%)/week]
0% leaked Upto 2% leaked 3-5% leaked >5% leaked
Pie-chart showing Percentage of milk pouches leaked per week.
Findings:
Leakage in milk pouches was a major problem for retailers. 59% of
retailers have faced the problem of leakage. 17% of retailers reported that
they got more than 5% of the pouches leaked in a week, while 21% of
retailers got 3-5% of the pouches leaked in a week. Nearly 21% of retailers
got upto 2% pouches leaked per week.
57
4%
50%
46%
Customer's response to RDFL MilkLiked Mixed Not Liked
Pie-chart showing Customer’s response to RDFL’s Milk according to retailers.
Findings:
Majority of retailers reported that there was not good response from
customers to RDFL milk. 46% of retailers reported that RDFL milk was not
liked by customers, while 50% of retailers reported that there was mixed
response from customers. Only 4% of retailers reported that customers like
RDFL milk.
This shows that the customers either may not be satisfied with the
quality of RDFL milk or they find its taste inappropriate.
58
Analysis of sales closing reasons:
Low Quality compared to other brands
Taste & odour not liked
Milk not last to expiry & spoilage
Issues related to Distributor
Replacement policy regarding spoiled milk & leakaged pouches
Promotion
0 1 2 3 4 5 6 7
Reasons of low sale according to retailers
Series1
Graph showing Sales closing reasons.
Findings:
Nearly 41% of retailers considered issues related to distributor were
the main reason behind closing of sales. These issues include late supply,
irregular supply, distributor’s shifting to other brand, supply less compared to
demanded etc. 58% of retailers reported that quality of RDFL milk was low
as compared to other brands.
On asking about reasons of sales closing, nearly 29% of retailers
reported that taste and odour was not appropriate according to customers.
Nearly 17% of retailers considered lack of promotion as a reason
behind sales closing, while equal number of retailers reported that
replacement policy regarding spoiled milk and leaked pouches was a major
reason behind sales closing. They reported that there was no replacement or
compensation for leaked and spoiled milk pouches and it was resulting in loss
59
of their margins. Spoilage and milk not lasting to expiry was also considered
as a reason behind sales closing by 12% of retailers.
Recommendations &
Suggestions
60
Consumers:
As consumers were not satisfied with quality and taste of RDFL milk,
hence the company needs to consider about this. The quality of milk should
be consistently maintained.
Company should try to conduct camps and awareness programmes in
these areas to overcome this thinking of people.
As availability and awareness issues are major reasons for not trying
RDFL milk, the distributional channel need to be strengthened and there is
need of good promotion of the product. Until and unless people are not aware
of product they would not go for it. The promotion in dairy sector does not
need to be in regular manner but there is need of different approach here.
Before startup in a new area there should be good promotion through
banners, pamphlets etc. Once people came to know about the product, then
promotion is very less needed.
The consumers were frequently facing problem of early spoilage,
hence company should ensure that consumers get fresh milk. It may be due to
increase in temperature during transportation. The vehicles should be
properly insulated.
Retailers:
In case of old retailers, the major problem to them was leakage in milk
pouches and frequent spoilage. The leakage problem was not found in case of
new retailers, hence this issue is eliminated but still there are issues which
need to be eliminated.
61
As many retailers complained that they were not provided banners for
promotion, so banners of small size should be provided as they create
awareness about brand and its product.
Retailers were satisfied with profit margins in majority of cases.
Schemes can be launched on basis of differential sales by retailers. When
retailer sells a fixed amount of milk then extra profit margin can be given to
them which motivate them to sell more milk.
Distributor:
Company needs to take attention in this section as distributors have
hold over market and they are deciding factors in path of product’s success or
failure.
Firstly distributor should supply the product to retailers on time and
should be regular in his work.
Distributor should take care of product while handling which prevent
damage of packages of milk as leakage was a major problem found in area of
one distributor out of three.
Other suggestions:
The company should increase its product range in terms of variety as
competitors are having different kind of products like curd, butter milk, lassi,
butter, flavored milk etc. which gives extra edge in market.
To raise the consumer awareness regarding Adulteration of milk,
RDFL can open its testing facilities. RDFL can work on "mobile labs" that
62
can test milk in the residential colonies. This will create a commitment to
provide the consumers with the purest milk.
BIBLIOGRAPHY
Books supporting
Kotler Philip; Keller Kevin Lane; Koshy Abraham;
JhaMithileshwar,Marketing Management, Pearson, 13th Edition,New
Delhi
Viswanathan P.K., Business Statistics: An Applied Orientation,
Pearson, 1st edition
Kothari, C. R., Research Methodology, New Age International Publication,
2nd edition.
The Economic Times, 8th Feb 2010
India Retail Biz, November 16th, 2009
Indian Dairy Man, October, 2008
Web-Access
www.indiadairy.com
www.ril.com
www.nddb.o
63
Annexure-I
Questionnaire for Household Consumers
1. Which type of milk you prefer?(a) Pouch milk (b) Loose milk
2. Which Brand of pouch milk you use mostly? (a) Reliance : (d) Paras : (b) Mother Dairy : (e) Vita : (c) Amul : (f) Others :
3. Which variant you buy?
(a) Full cream milk (b) Toned milk (c) Double toned milk
4. How will you rank the following attributes in packed milk?
(a) Taste (b) Quality (c) Attractive packaging
(d) Easy availability (e) Price
5. What purpose you buy pouch milk?
(a) Tea (b) Drinking (c) Curd (d) Other
6. How do you come to know about the product?
(a) Advertisement (b) Word of mouth (c) Promotion/POP
(d) Other source
7. Have you tried Reliance Dairy Milk?
(a) Yes (b) No
8. If No, Would you like to try it?
64
(a) Yes (b) No
9. Would you like to change current brand?
(a) Yes (b) No
10. If yes what attribute you expect from Reliance milk?
……………………………………………………………………………………
11. If not why?………………………………………………
12. Any Suggestion for improvement.
…………………………………………………………………………………………………………………………………………………………………
13. Personal Information :
(a) Name :
(b) Age :
(c) Gender (M/F):
(d) Location :
(e) Phone :
Annexure-II
65
Questionnaire for Retailers
Market Survey Report
Trainee name: Date:
Area: brand
Distributor name:
s. no Retailers Name: Address: Contact no.: Reliance Amul M.D Paras G.J Others Remarks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
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