consumer preception-visakha dairy

7/27/2019 Consumer Preception-Visakha Dairy

1/94

A STUDY ON

CONSUMER PERCEPTION

With reference to

VISAKHA DAIRY VISAKHAPATNAM

A project report Submitted in Partial Fulfillment of

The Required for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted byA.RAMESH KUMAR

(H.T.No.20!"#0000#$

U%de& t'e Eteemed )uid*%+e o,

M&. K - CHANDHU SIRM.B.A.

-e+tu&e& i% M*%*/eme%t

DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION

ADITYA INSTITUTE OF P.G STUDIES

A!!ro"e# $% AI&TE' Affi(i)te# to AU' * Accre#ite# $% NBA+

A#it%) N),)r' ADB Ro)#' SURAMPA-EM/00102

344564


2/94


3/94

ADITA INSTITUTE OF P.).STUDIES

DEPARTMENT OF BUSINESS MANA)EMENT

( Affiliated To Andhra Univerit!"

A#it%) N),)r' ADB Ro)#' SURAMPA-EM/00102'E.G.DtPhone78455/3+3/3310'3/33/4'ce((895::/2:::3

11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

CERTIFICATE

Thi7 i7 to certif% th)t the !ro;ect entit(e# ith

reference to VISAKHA DAIRY' VISAKHAPATNAM i7 the $onifi#e >or? #one $% A

RAMESH KUMAR >ith Re,#.no8345/164446 #@rin, the !erio# 344564 in !)rti)(

f@(fi((ent of the re@ireent for the )>)r# of the De,ree of MASTER OF BUSINESS

ADMINISTRATION in A#it%) in7tit@te of P.G 7t@#ie7)ffi(i)te# to An#hr) Uni"er7it% i7

) recor# of $enefite# >or? c)rrie# o@t $% @n#er % ,@i#)nce )n# 7@!er"i7ion.

P&oe+t )uide He*d o, t'e de3t.

M& K. -. C'*%d'u M&. 4.N*/e%d&* Kum*&

E5te&%*6 )uide


4/94

DEC-ARATION

I here$% #ec()re th)t the !ro;ect re!ort entit(e# 7A STUD ON CONSUMER

PERCEPTION8 >ith reference to 9ISAKHA DAIR 9ISAKHAPATNAM 7@$itte#

for the #e,ree of M)7ter of B@7ine77 A#ini7tr)tion i7 % ori,in)( >or? )n# h)7 not

fore# the $)7i7 for the )>)r# of )n% #e,ree' #i!(o)' )77oci)te 7hi!' fe((o>7hi! or+

7ii()r other tit(e7. It h)7 not $een 7@$itte# to )n% other Uni"er7it% or In7tit@tion for the

)>)r# of M.B.A.

D*te:

P6*+e : (A. RAMESH KUMAR$


5/94

ACKNO;-ED)EMENT

I 7ho@(# t)?e the re7!on7i$i(it% to )c?no>(e#,e the fo((o>in, #i7tin,@i7he#

!er7on)(itie7 >ho ,r)cio@7(% )((o>e# e to c)rr% o@t thi7 !ro;ect >or? 7@cce77i"e(%.

I ) )(7o th)n?f@( to )(( other e$er7 of the 7t)ff for their ?in#

coo!er)tion in thi7 $eh)(f. M)in(% I ) "er% @ch th)n?f@( to MR. 4.NA)ENDRA

KUMAR M.B.A' )n# He)# of the #e!)rtent of )n),eent 7t@#ie7.

I ) hi,h(% th)n?f@( to % ,@i#e M&. K - CHANDHUSIR' M.B.A' -ect@rer in

M)n),eent for her ")(@)$(e )#"ice7 )n# enco@r),eent thro@,ho@t the co@r7e.

It ,i"e7 e ,re)t !(e)7@re for #oin, thi7 !ro;ect in VISAKHA DAIRY,VISAKHAPATNAM. M% 7incere th)n?7 to C.H. 9I4AA RAO (P


6/94

CONTENTS

CHAPTER I

INTRODUCTION

NEED FOR THE STUD

OB4ECTI9ES OF STUD

METHODO-O)

-IMITATIONS

CHAPTER II

INDUSTR PROFI-E

CHAPTER III

COMPAN PROFI-E

CHAPTER I9

THEORETICA- FRAME ;ORK

CHAPTER 9

DATA ANA-SIS AND INTERPRETATION

CHAPTER 9I

FINDINGS

SU))ESTIONS

CONC-USION

APPENDI=

>UESTIONNAIRE

BIB-IO)RAPH


7/94

CHAPTER 1

Introduction


8/94

MARKET POTENTIA- FOR VISAKHA DIARY

I%t&odu+tio% :

Mi(? one of ,re)te7t ,ift th)t ,o# h)7 $e7to>e# on h@)n

$ein, %e7 ' >hen for the fir7t tie ) chi(# #e7cen#7 fro the >o$

of other on to thi7 e)rth >h)t e(7e co@(# @ench the thir7t C h@n,er of

the $)$% the fir7t #iet' the @(tin)tion ' i7 i(?

So I conc(@#e# to @n#er,o % 7@er

tr)inin, !ro,r) in the #)ir% in#@7tr%. I >ent to "i7)?h) #)ir% for the

in#@7tri)( tr)inin, for ) !erio# of :4 #)%7 .

Thi7 in#@7tri)( tr)inin, )?e7 the )n),eent 7t@#ent7

@n#er,o !)rti)((% >hich the% ?no> theoretic)((% .M.B.A 7t@#ent c)n $e

i),e in the !ro$(e7 >ith the theoretic)( ?no>(e#,e he h)7 ' $@t he

c)n on(% 7o("e# it >hen he h)7 !r)ctic)( e!erience or ?no>(e#,e.

So ' ti i7 ) co!@(7ion for )(( MBA 7t@#ent7 to @n#er,o onth7

!r)ctic)( tr)inin, in their concernce# 7@$;ect7 in )n% in#@7tr% or

co!)n% . )fter th)t >e )re re@ire# to 7@$it ) !ro;ect re!ort on the

!r)ctic)( e!erience >e h)"e )c@ire#.

So I @n#er,one to the !r)ctic)( tr)inin, in one of the (e)#in,

#i)rie7 in An#hr) Pr)#e7h i.e. "i7)?h) #)ir% ' >hich i7 7it@)te# on

N.H./ ' o!!. BHPV' Vi7)?h)!)tn).


9/94

PURPOSE OF THE STUD

The o#ern >or(# e!h)7ie7 on !@r!o7ef@( (e)rnin,

e!erience7 @n#er n)t@r)( con#ition to eet the c@tthro)t co!etition

ei7tin, in the >or(# . 7o @n#er 7@ch circ@7t)nce7 ) !ro;ect c)n $e

#efine# i7 or?in, en"ironent .

After )n "i"i# ?no>(e#,e of )n),eent theorie7 )n#

!r)ctice7 it $ecoe7 "er% e77enti)( to reco,nie the !r)ctic)(

i!(eent)tion of e"er%thin, (e)rne# . 7o in or#er to eet the

ch)((en,e7' >e )rche# to>)r#7 coon ,o)(. the tr)inin, en)$(e# i7 )

re)( !()tfor of (ife to I!(eent the ?no>(e#,e ,)ine#. So the

!@r!o7e of the 7t@#% it7 to (e)rne# to i!ro"e the ?no>(e#,e in the

n)t@r)( )n# !r)ctic)( >or?in, con#ition7 of ) cor!or)te ho@7e.

An% co!)n% ' >hich !ro#@ce7 con7@er #@r)$(e ,oo#7 or FM&G h)7

on(% one )i th)t 7@cce77 of it7 ,oo#7 in )r?et )n# con7@er 7it@)tion

h)7 con7@er 7)ti7f)c)tion !()ce ) "er% i! ro(e in ) co!)n%7

7@cce77 . h)7 it i7 ri,ht(% 7)i# ' here )

7)ti7fie# con7@er i7 ) (on, ter )77et for ) co!)n%= . 7o con7@er

7)ti7f)ction !()ce ) "er% i! ro(e in #e"e(o!ent of the co!)n% . 7o

e)ch co!)n% thri"e7 to 7)ti7fie# con7@er7 th)n to )?e !rofit.

Bec)@7e con7@er i7 the ?in, in !re7ent #)%7 )r?et.


10/94

H)7 to )?e the c@rr% t)7tier )(( it7 in,re#ient7 7ho@(# $e

ie# !ro!er @)ntitie7 ' in the 7)e >)% to 7)ti7f% c@7toer C

con7@er )(( the in,re#ient7 )r?etin, i @7t $e ie# !ro!er(%

.the in,re#ient7 of )r?etin, i )re 8

6. !ro#@ct

3. !rice

0. !()ce

1. !rootion

if )(( the7e fo@r !iece7 )re !erfect(% $(en# in the )r?etin, i in then

con7@er i7 )@to)tic)((% 7)ti7fie#. An# e)ch 7)ti7f% con7@er i7 )

7tone in the !i(()r of 7@cce77 of the co!)n% . 7o ' if one entre!rene@r

)re ) )n),er #oe7 not h)"e ) !ro!er i#e) @!on thi7 to!ic (ie i7 7@re to

c)@7e the #o>n f)(( of the co!)n% . 7o' I thin? I h)"e cho7en the ri,ht

to!ic )n# )(7o the ri,ht co!)n% i.e. "i7)?h) #)ir% >here the !r)ctic)(

?no>(e#,e re,)r#in, the to!ic c)n $e )c@ire in the $e7t >)%.


11/94

OB4ECTI9ES

Thi7 7t@#% >)7 cont)ct I >ith )n o$;ectice of ,ettin, )n in7i,ht of

!re7ent )r?et 7h)re )chie"e# )n# 7te!7 t)?en to )int)in it in "i),

)n# in )#;)cent )re)7. The7e 7t@#% enter!ri7e7 on the )r?etin, 7tr)te,%

#e"e(o!e# in or#er to eet the #e"e(o!in, in the )r?et . )nother

i!ort)nt o$;ectice of thi7 7t@#% con#@cte i7 to ?no> )n# @n#er7t)n#

the !enetr)tion of "i7)?h) co o!er)ti"e #)it% in "i), )n# the 7@$@r$7 )7

co!)re# to other7.

The )in o$;ecti"e of the 7t@#% c)n $e ore c(e)r(% en@er)te# )78

6. the )r?et 7h)re of "i7)?h) #)ir%.

3. to fin# o@t the contri$@t;ion of e)ch !ro#@ct to tot)( 7)(e7.

0. the )>)rene77 #e"e(o!e# to t)?e ) 7tri#e )he)#

1. the !rice7 i #e"e(o!e# eet7 the c@t !enetr)tion .

/. the !rootion i #e"e(o!e# to $ecoe the (e)#er )n# h)"in, the

hi,he7t ' )r?et 7h)re.


12/94

METHODO-O)

A ,oo# re)7erch 7t@#% i7 nece77)r% )7 it iniie7 the #)n,er7 of

h)!h))r# co((ection of infor)tion . re7e)rch #e7i,n i7 ) fr)e>or? or

!()n for the 7t@#% ,@i#e' the co((ection )n# )n)(%7i7 of the #)t).

&on7i#erin, the o$;ectice7 of the 7t@#% #@fferent t%!e7 of re7e)rch '

!()n7 h)"e $een #one. The 7t@#% ten#7 to the conc(@7i"e in n)t@re . )n

fine effort ref(ectin, on the conc(@7i"e re7@(t . $)77in, on the conc(@7i"e

re7@(t he(!e# ) (ot in t)?in, ) r)tion)( #eci7ion.

Sources of data:

After the o$;ecti"e7 h)7 $een 7t)te# c(e)r(%' the net t)7? >)7 to

co((ect re(e")nt #)t) re,)r#in, the re7e)rch 7t@#% . the #)t) the In#i)n

)n# intern)tion)( #)ir% 7cen)rio >ere co((ecte# fro the internet. An#

other re(e")nt #)t) >ere )(7o co((ecte# fro internet . )(tho@,h ' there

>)7 7oe #)t) fro ne>7!)!er )n# ),)ine7 $@t the );or !ortion

>)7 ,i"en $% the co!)n% i.e. the offici)(7 of the re7!ecti"e

#e!)rtent7.

Mo7t of the #)t) )n# fi,@re7 >ere co((ecte# fro the recor#7 of the

co!)n% ' in f)ct the )$oce co((ecte# #)t) >)7 not eno@,h 7o there >)7

nee# or !rier% 7o@rce of #)t) 7o' the !ri)r% #)t) in"o("e7 #)t)

co((cte# fro fe> ret)i(er7 )n# fro fe> con7@e


13/94

D)t) co((ection in7tr@ent78

The $)7ic in7tr@ent @7e# in co((ectin, the #)t) in thi7 7@r"e%

i7 the @i7tion)rire . )!)rt fro th)t >e h)# )(7o ,one thro@,h the

recor#7 of the co!)n% . the #)t) co((ecte# fro the )$o"e inc(@#e7.

6. #)t) re,)#in, "i7)?h)#)ir%

3. #)t) re,)r#in, the hi,he7t 7e((in, !ro#@ct

0. #)t) re,)r#in, the contri$@tion7 of e)ch !ro#@ct to>)r#7 7)(e7.

1. #)t) re,)r#in, tot)( 7)(e7 )n# )r?et 7h)re7 of "i7)?h) #)ir%

/. #)t) re,)r#in, effect of !rootion)( )cti"itie7 @n#ert)?en $% "i7)?h)

#)ir%

:. #)t) re,)r#in, the con7@er7 !re7@!tion7 )$o@t @)(it% of i(?

)")i()$i(it% of the !ro#@ct7 )n# !rice of the !ro#@ct7.

2. #)t) )$o@t "i7)?h) #)ir% )n# co!etetor7 7h)re in the )r?et i.e. "i),

)n# 7@$@r$7.

The @e7tion7 >)7 !re!)re# $% @7 @n#er the ,@i#e(ine7 of the

7r. )n),er )r?etin,+' "i7)?h) #)ir% ' )(tho@,h o7t of the

@e7ionn)rie7 >ere @7ef@( $@t 7oe of the @e7tion7 >ere not

)n7>ere# !ro!er(% $% the re7!on#7 . 7oe @e7tion7 (i?e hi,h rec)((

r)te )n# @e7tion7 re,)r#in, !rootion)( )cti"it% >ere not )n7>ere#

!ro!er(%' !erh)!7 the con7@er7 h)# ne"er tho@,ht >ith th)t concern

)n# intere7t .


14/94

-iit)tion7 of the 7t@#%

In7!ire of hone7t )n# 7incere effort7 $% the re)7e)rcher7 there )re $@n#

to $e cert)in #i7cre!)ncie7 )n# incon7i7tencie7. A,)in there >ere

7e"er)( (iit)tion7 $oth 7t)ti7tic)( )n# non7t)ti7tic)( >ithin >hich the

re7e)rch h)7 $een c)rrie# o@t.

Soe of the (iit)tion7 fe(t )n# f)ce# )re8

6.The >ho(e re7e)rch 7t@#% >)7 c)rrie# o@t in 7oe !)rt of "i), on(%.

Therefore' the re7@(t )% not 7)e in on)( $)7i7.

3.It i7 "er% #iffic@(t to ,ener)(ie the )in fin#in,7' )7 the 7)!(e 7ie

i7 "er% 7)((.

0. 7oe of the fin#in,7 h)"e $een t)?en in thi7 re7e)rch )re $)7e# on

o!inion' )ttit@#e7 fee(in,7 )n# !erce!tion7 of fe> re7!on#ent7. So' >e

con7@er7.

1. the );or (iit)tion in thi7 re7e)rch 7t@#% i7 ()c? of coo!er)ti"e

fro fe> #e!)rtent he)#7 #@e to !ro$)$(% ()c? of tie.

/. Mo7t of the he)#7 of #e!)rtent7 >ere re(@ct)nt to recei"e )t fir7t

7i,ht.the re7e)rcher7 h)# to "i7it n@$er of tie7 to o$t)in re@ire#

#)t).

:. Another ,re)te7t (iit)tion of the re7e)rch 7t@#% >)7 ()c? of tie.


15/94

CHAPTER ? 2

Industry Profile


16/94

DAIRY INDUSTRY AT A G-AN&E

INERNATIONA- S&ENERIO OF DAIRY

INDUSTRY

T'e 6i@uid m*&et:

A"er),e of 61 $i((ion of i(? >ere !ro#@ce# e"er% %e)r in @?' 20

$i((ion ton7 in USA )n# In#i)J7 !ro#@ction i7 )ro@n# 2/ i((ion ton7'

h)(f of the tot)( !ro#@ction of the i(? i7 @7e# for )n@f)ct@rein,

other !ro#@ct7. In @.? the (i@i# i(? 7)(e7 h)7 $een ) #ec(ine 7ince the

()7t #ec)#e.

Since 6954 ore th)n 94 of i(? >)7 !@rch)7e# for the i(?)n'

$% 6954 thi7 #ec(ine# to 59 ' in 695/ to 56.9 ' in 6994 to :5.0 '

)n# $% 699/ #oor7te! #e(i"er% )cco@nte# for 11./ of )(( i(?

!@rch)7e# . 7)(e7 in 7@!er)r?et7 )n# 7)(( 7ho!7 incre)7e# in re()tion

to the #ec(ine in #oor7te! 7h)re.

Co%t*i%e&.

A$o@t 5: of )(( the ho@7eho(# i(? 7o(# in En,()n#'

Scot()n# )n# W)(e7 i7 7o(# ,()77 $ott(e7' >hi(e !()7tic cont)iner7

c()iin, /4 of the )r?et )n# c)rton7 occ@!ie7 the re)inin, 69 .

"irt@)((%' )(( i(? 7o(# in ,()77 $ott(e7 i7 7o(# in #oor7te! #e(i"er% >hi(e

#i7!o7)$(e !)c?),in, )cco@nt7 for )(o7t )(( 7ho! 7)(e7 .

M);or t%!e7 of i(?7 )")i()$(e intern)tion)((% )re8

>ho(e i(? 8 ener,% ")(@e 05 c)(orie7 )n# f)t content i7 0./ . 7ei


17/94

7?ie# i(?8 ener,% ")(@e i7691 c)(orie7 )n# t)t content 4.6

hoo,enie# i(?8 )(( the f)t )re 7!re)# @nifor)(% ' no cre) ()%er i7

fo@n#.

INDIAN SCENARIO OF DAIR INDUSTR:

The )in 7t)% of In#i)n f)rer7 h)7 $een ),ric@(t@re )n# )((ie#

occ@!)tion7' f)r ' )ni)(7' e7!eci)((% c)ttie7 h)"e $een )n inte,r)(

!)rt of r@r)( In#i) for tho@7)n#7 of %e)r7. D@rin, the %e)r 6934 i(it)r%

f)r7 >ere e7t)$(i7he# to 7@!!(% )#e@)te r)> i(? to the 7t)tion7.

the7e >ere >e(( )int)ine# )n# i!ro"e# hence forth.

In 6914 the fir7t f)rer7 inte,r)te# #)ir% co o!er)ti"e >)7 e7t)$(i7he#

in ?)ir) #i7trict < )n)n#= ' >hich ()ter c)e to $e ?o>n )7


18/94

INSTITUTIONA- SUPPORT TO &OOPERATIVE

DAIRYING INDIAN DAIRY &ORPORATION

The In#i)n #)ir% cor!or)tion >)7 7et @! @n#er co!)n% )ct on

60thFe$r@)r% 6924 .it i7 ) ,o"ernent of In#i) @n#er t)?in, .the

ie#i)te nee# to 7et @! ID& >)7 to h)n#(e the !ro!er(% ?no>n )7

ith i(?

!ro#@ction cro77in, 2/ i((ion7 ton7 in 6992 95 . In#i) i7 !()ce#

7econ# in i(? !ro#@ction >hen co!)re# to USA. The In#i)n #)ir%

in#@7tr% !ro#@ction i7 e7ti)te# to h)"e ri7en fro the (o> of 34

i((ion ton7 to 2/ i((ion ton7 .tho@,h o@r co@ntr% )cco@nt7 3/ of the

tot)( ),ric@(t@r)( )ni)(7 '%et the !ro#@ction of i(? i7 on(% :/ of the

>or(# !ro#@ction .

In#i) i7 the 7econ# ()r,e7t !o!@()te# co@ntr% )n# con7@!tion of

i(? i7 )(7o hi,h .in or#er to eet the re@ireent7 of the !eo!(e the

,o"ernent 7t)rte# the !ro,r)


19/94

CHAPTER ?

Company Profile


20/94

VISAKHA DAIRY

LUA-ITY PO-I&Y

e )re coitte# to !ro"i#e h%,ienic ' 7)fe )n# n@tritio@7

!ro#@ct7 to )chie"e c@7toer 7)ti7f)ction )n# in t@rn i!ro"e the

econo% of o@r e$er !ro#@cer7. To thi7 effect the )n),eent i7

coitte# to i!(eent' )int)in )n# contin@)((% $ i!ro"e the

@)(it% )n# foo# 7)fet% HA&&P+7 7%7te in #)ir%=.

BRIEF NOTE ON VISAKHA DAIRY

Vi7)?h) D)ir% i7 (oc)te# on NH/ O!!. To BHPV )t Vi7)?h)!)tn)

on the ro)# fro Vi7)?h)!)tn) to G);@>)?). He #)ir% co!(e

inc(@#e7 D)ir% !()nt' A7e!tic !)c?),in, 7t)tion' M)r?et7' !roc@reent

)n# in!@t'Eff(@ent Tre)tent !()nt' E(ectric)( 7@$7t)tion'

A#ini7te)tion office' St)ff &)teen )n# re7i#enti)( @)rter7.

The i(? 7he# of 7ri"i;)%) "i7)?h) #)ir% Vi7)?h)!)tn) co!ri7e7 of

7ri?)?@()' "ii)n),)r) )n# Vi7)?h)!)tn) #i7trict7 in North co)7t)(

An#r)!r)#e7h. The7e three #i7rict7 )re con7i#ere# to $e $)c?>)r# for

A,ric@(t@r)( De"e(o!ent )7 )77@re# irri,)tion f)ci(itie7 )re "er%

(iite#. Therefore the r@r)( f)rer7' o7t(% $e(on,in, to 7)(( )n#

)r,in)( c)te,orie7' )n# #e!en# on #)ir%in, to 7@!!(eent their

incoe fro other 7o@rce7 for (i"e(ihoo#.


21/94

The ,o"ernent )fter con7i#erin, #)ir%in, )7 one of the in7tr@ent for

$rin,in, 7ocio econoic #e"e(o!ent in the r@r)( )re)7 h)7 7t)rte# )

#)ir% >ith h)n#(in, c)!)cit% of 6444 (iter7C#)% in Vi7)?h)!)tn) in

6920. )fter o$7er"in, the 7@cce77 of the 7)(( #)ir%' the !re7ent ne>

#)ir% >)7 con7tr@cte# >ith )n initi)( c)!)cit% of /4444 (iter7 >ith )n

e7ti)te# co7t of R7. 6.02 crore7 >ith the )77i7t)nce fro N&D& Ne>

De(hi )n# >)7 coi77ione# in the %e)r $% %e)r $% (e)!7 )n# $o@n#7.

Th)n?7 to the "i7ion )n# fore7i,ht of the fo@n#er7' the "i7)?h) #)ir%'

no> co"erin, 3211 "i((),e7 in three #i7trict7 in /4 "i((),e7 in

Vi7)?h)!)tn) #i7trict in 6922 i7 no> co"erin, 3211 "i((),e7 in three

#i7trict7 7er"in, 3'42'93/ no. of i(? !ro#@cer7.

Thi7 @nion i7 con"erte# to @t@)((% )i#e# coo!er)ti"e )ct. 699/ >ith

effect fro 4542699 )n# itJ7 n)e i7 ch)n,e# )7 7ri"ih)%)"i7)?h)J

#i7trict i(? !ro#@cer7 @t@)((% )i#e# coo!er)ti"e @nionJ. Thi7 @nion i7

con"erte# to co!)n% )ct.' 69/: >ith effect fro 4:46344: )n# itJ7

n)e i7 ch)n,e# )7 7rr"ih)%)"i7)?h) i(? !ro#@cer7 co!)n%

(iite#J. The !ro#@ction )n# !roc@reent 7t)rte# incre)7in, %e)r $%

%e)r >ith ore !)rtici!)tion of the r@r)( f)rer7. The h)n#(in, c)!)cit%

of "i7)?h) #)ir% h)7 $een enh)nce# fro tie to tie )7 7t)te# $e(o>8

344643 /4444 t4 644444 (iter7 !er #)%

344340 644444 to 6/4444 (iter7 !er #)%

344041 6/4444 t4 344444 (iter7 !er #)%

34414/ 344444 to 044444 (iter7 !er #)%

344/4: 144444 to /44444 (iter7 !er #)%

344:42 1/4444 to /64444 (iter7 !er #)%

344245 1:4444 to /4/444 (iter7 !er #)%

344549 142444 to /34444 (iter7 !er #)%


22/94

Or,)ni)tion)( 7tr@ct@re

Bo)r# of )n),eent

M)n),in, Director

M*% 3oe&

6+ Per)nent

3+ &ontr)ct0+ Te!or)r%

P()nt

*

Pro ect7

M)r?etin,

Fi%*%+e

u*6ity

Di3*t+'


23/94

MI-K PRO&URMENT

Thi7 @nion i7 !roc@rin, i(? thro@,h ) net >or? of 55: !ri)r% i(?

!ro#@cer7 coo!er)ti"e7 )n# 6296 @nre,i7tere# center7. The )"er),e

#)i(% !roc@rent of thi7 @nion #@rin, 344/4: i7 0'91':56.4 (iter7 !er

#)%' )n# #@rin, 344:42 @! to )n@)r% 3442 i7 144350.4 (iter7 !er #)%.

The !e)? @)ntit% to@che# #@rin, the %e)r 344/4: i7 11:942.44 (iter7.

Thi7 i7 )nother "it)( technic)( in!@t )cti"it% i!(eente# >ith (on,

"i7ion to i!ro"e the i(? !roc@reent )!)rt fro !roc@rin, the #)%

t4#)% )")i()$(e 7@r!(@7.

B@(? coo(in, center78

With ) "ie> to 7t)n# 7tiff in ,(o$)( co!etition' "i7)?h) @nion

on the @)(it% front' in7t)((e# 21 $@(? coo(in, center7. Eten7ion

7er"ice7 )re !ro"i#e# to e#@c)te )n# he(! the i(? !ro#@cer7 in

c(e)n i(? !ro#@ction' )ni)( he)(th )n# !ro#@cti"it%.

O$;ecti"e78

6. there i7 tie 7)"in, for the f)rer7 in 7@!!(% of i(? to their re7!ecti"e

"i((),e i(? co((ection center7 $oth ) )n# !.

3. the @)ntit% of i(? >i(( $e )int)ine# $% re7trictin, the tr)n7it7 tie.

0. the >ei,hin, )n# te7tin, of i(? >i(( $e #one in the !re7ence of the

re!re7ent)ti"e >ho $rin,J7 i(? to the $@(? coo(in, !oint7.

1. the e!en#it@re in"o("e# in tr)n7!ort of i(? $oth tie7 >i(( $e

re#@ce# $% /4 $% co((ection7 i(? once in ) #)% thro@,h i(? t)n?er7.


24/94

Fee# Miin, P()nt8

6+ FMP A)#)()")()7) 04 MTCD)%

3+ Vi7)?h)!)tn) 2/ MTCD)%

FEED MIING P-ANT&ATT-E FEED PRODU&TION8

692/3445

technical input activitie#

)+ )ni)( he)(th c)re

$+ )rtifici)( in7ein)tion

c+ fee# * fo##er )cti"it%

#+ eten7ion )cti"itie7

training center#

thi7 @nion h)7 itJ7 o>n @nion tr)inin, center f@n#e# $% N.D.D.B.' to

c)ter the tr)in, nee#7 of 7ociet% !er7onne( )n# f)rer7 on ")rio@7 )cti"itie7

(i?e fir7t )i#' )rtifici)( in7ein)t)tion fo##er #e"e(o!ent' orient)tion

!ro,r)er7 to Bo)r# Director7 etc.


25/94

&HAPTER 1MARKETIN) MI= IN )ENERA-


26/94

MARKETIN):

$%&' $AR'T%)*#

Vi7)?h) #)ir% i7 )r?etin, i(? @n#er orthine77' !rice )n# fe)7i$i(it% #@(% t)?in, into )cco@nt co!etition

fro other !()%er7 in the )r?et.

To en7@re eten7i"e )")i()$i(it% of i(? in the re)ch of the

con7@er7 )n# inten7i"e co"er),e of )r?et' "i7)?h) #)ir% h)7

e7t)$(i7he# >i#e i(? #i7tri$@tion )n# 7)(e7 net>or? $% )!!ointin,

)$o@t 3444 ret)i(er7. Vi7)?h) #)ir% i(? ret)i(er7 h)"e to #e!o7it t>o

#)%7 7)(e ")(@e of i(? )7 7ec@rit% #e!o7it )t the tie of )!!ointent

)n# h)"e to reit the 7)(e !rocee#7 on #)% to #)% $)7i7 for the @)ntit%

of i(? 7@!!(ie# e)ch #)%.

The )"er),e #)i(% 7)(e7 of thi7 @nion #@rin, 344:42 i7322621.4

(iter7 !er #)%' )n# #@rin, 344245 i7 (iter7 !er #)% )n#09/621.4


27/94

VISAKHA DAIRY MI-K SA-ES8 699/3442

In ()?h7 (iter7+

PRODU&TS MARKETING8

Vi7)?h) #)ir% )r?et7 >i#e r)n,e of i(? !ro#@ct7 thro@,h it7 o>n

net>or? of 7@!er 7toc?ie7t )n# ret)i(er7 in "i7)?h)!)tn)'

"ii)n),)r)' 7ri?)?@()' e)7t ,o#)")ri' >e7t Go#)")ri )n# ?ri7hn)

#i7trict7 )n# t>in citie7 of H%#er)$)# )n# thro@,h MC7. )th)

Fe#er)tion in the re7t of )n#hr)!r)#e7h )n# o@t7i#e )n#hr)!r)#e7h.

Pro#@ct7 )re 7@!!(ie# to )r?et 7trict(% on c)7h )n# c)rr% $@7ine77.

RANGE OF MI-K *MI-K PRODU&TS8

Mi(? 8W.M. T.M. HTM DTM344('/44('6444( +

UHT Mi(? 8

Ghee 8

&o> ,hee 8

S.M.PBOON+ 8

Tetr) S.F.M. 8

B@tter i(? 8

-)77i 8

&@r# 8

Mi7hti #oi8

P)neer 8

Doo#h !e#) 8

B@rfi 8


28/94

Mi(? c)?e 8

M%7ore!)? 8

Schoo? i(? !ro,r)e 8

Sree?h)n# 8

&@r# $@(? 8

DISTRIBUTION NETWORK8

Tot)( no. of ro@te 8 09

Tot)( no. of $ooth 8 69/4

No. of $ooth7 h)"in, refri,er)tor7 8 23/

Tot)( no. of $ooth7 >ith ice $oe7 8 1/4

Ro)#7i#e $ooth7 8 26/

P)r(or7J 8 12/

Mi(? !ro#@ct7 ret)i( o@t(et7 8 3644

&HANNE-S OF DISTRIBUTION

Per7onne(

). i(? 8

$. con7@er

c. i(? !ro#@ct7 8


29/94

BOOTH MANAGEMENT PROGRAMME8

At !re7ent )ro@n# 1/ to/4 i(? $ooth co!ri7e7 ) 7in,(e ro@te )n#

)$o@t 0 ro@te7 co!ri7e7 ) one C cit% Officer )re).

E)ch cit% office i7 onitore# $% ) cit% office in ch)r,e )n# @n#er

hi the ro@te 7@!er"i7or7 )n# $@7ine77 #e"e(o!ent 7@!er"i7or7 >or?.

The #i"i7ion of )r?etin, )cti"itie7 into cit% officer7 i7 !ro"e# to

7tren,then the )r?etin, )cti"itie7 on the >ho(e )n# it he(!e# in

#e"e(o!e# in #e"e(o!ent of 7)(e7.

F@rther eetin,7 >ith the coi77ion ),ent7 )re or,)nie# ro@te

>i7e )n# one >i7e re,@()r(% to #e"e(o! the in ter7 of >or?in,

c)!it)( )n),eent )n# inter !er7on)( co@nic)tion7 .

We )re enco@r),in, the $ooth ),ent7 >ith onet)r% )n# non

onet)r% $enefit7.

Incenti"e7 )re $ein, !)77e# on to the 7@!er"i7or7 on )chie"eent of t)r,et7.

T)r,et7 >i(( $e fie# Q 64 incre)7e of the !re"io@7 %e)r !)rtic@()r

onth 7)(e7.

SA-ES PROMOTION A&TIVITIES8

A7 ) !)rt of 7)(e7 !rootion >e )re #oin, )cti"itie7 7@ch )7

!()ceent of ho)r#in,7 in i!ort)nt !()ce7' ,i"in, ,(o> 7in, $o)r#7 to

ret)i( o@t(et7' >)(( !)intin,7 )t ret)i( o@t(et7' )7 >e(( )7 7ho! !)intin,7'

#i7tri$@tin, $)nner7 )n# &)r% $),7' !re77 )#7. -oc)( c)$(e te(e"i7ion

)#7. FM r)#io )#"t.' ,(o> 7i,n $o)r#7 #i7tri$@tin, $i, 7ie @$re(()7'

con#@ctin, ehi$ition7' tr)#e 7ho>7. We )re 7!on7orin, 7oe of the


30/94

e"ent7 >here !@$(ic !)rtic@()r7 i7 ,oo#. We )re offerin, incenti"e7 to

o@r coi77ion ),ent7 )7 >e(( )7 o@r fie(# 7t)ff on )chie"eent of

t)r,et7.

6. Ho)r#in,7(

3. G(o> 7i,n Bo)r#7.

0. P)intin, 8

i. W)(( !)intin,7

ii. Te) St)(( P)intin,7

iii. Str@ct@re !)intin,7.

1. $)nner7 * f(@te $o)r#7

/. ,)r#en @$re(()7

:. )#"erti7eent

). !re77 )#"erti7eent

$. (oc)( c)$(e )#7

c. c)(en#)r7

2. cor!or)te fi(

5. Gift7 * incenti"e7 to #oor #e(i"er% !er7on7.

9. Gift7 * incenti"e7 to ),ent7.

64. ,(o> 7in, $o)r#7

66. FM r)#io )#"t.


31/94

MAOR PROE&TS

POWDER P-ANT8A7 the recei!t7 of i(? ecee#e# the 344444 (t. !er #)% c)!)cit% )n#

the !e)? !roc@reent >)7 re)che# to the (e"e( of 361444 (t. #@rin, the

6993'

Where )7 the (oc)( (i@i# i(? 7)(e7 i7 )$o@t 644444 (t. !er #)% )n# in

or#er to con"ert the 7@r!(@7 i(? !o>er' ) i(? !o>er f)ctor% >ith )

c)!)cit% of 60 MT !er #)% >ith ) c)!it)( o@t()% of R7. 2.44 core7 >)7

con7tr@cte# )n# 7t)rte# coi77ionin, fro )% 6995.

UHT P-ANTCASEPTI& PA&KING STATION8

With ) "ie> to #i"er7if% the !ro#@ct r)n,e for c)!t@rin, the ne>

)r?et' the ")(@e )##e# !rei@ !ro#@ct of )7e!tic i(?Cf()"ore# i(?

fr@it ;@ice !)c?in,' )n )7e!tic !)c?),in, 7t)tion UHT P()nt+ >)7

e7t)$(i7he#.

MI-K POU&H FI--ING UNIT II8

At !re7ent 3.44 ()?h (itre7 of i(? i7 $ein, !)c?e# in !o@che7 to

eet the (oc)( 7)(e7 #e)n#7 >ith con7i#er)$(e con7tr)int7. the ei7tin,

i(? co(# 7tor),e c)!)cit% i7 (iite# to the )i@ c)!)cit% of 24444

(t. on(%. It i7 )(7o re@ire# reno")tion . ?ee!in, in "ie> of the f@t@re

#e)n#' it >)7 !ro!o7e# to 7tren,then the !o@ch fi((in, f)ci(itie7 to


32/94

!)c? @! to 3./4 ()?h (iter7 of i(? !er #)% >ith 7@fficient i(? co(#

7tore )n# re@ire# refri,er)tion !()nt >ith )n o@r ()% of R7. 3/: ()?h7.

The $)7ic t)7? of )r?etin, i7 the #e(i"er% of ) tot)( to the c@7toer7 in

7@ch ) )nner th)t 8

6. the offer f@(fi((7 the nee#7 of the c@7toer .

3. the ter7 )n# )ttri$@te7 of the offer )re

)cce!t)$(e )n# $enefici)( to the con7@er.

0. Or,)ni)tion)( ,o)(7 inc(@#in, !rofit7 )re

)chie"e# in the !roce77 .

The fir )?e7 7@ch tot)( offer to the c@7toer $% choo7in, the

fo((o>in,

Product # thi7 >o@(# eet the i#entifie# nee#7 of the cho7en

con7@er ,ro@!.

Price # thi7 ech)ni7 i7 @7e# to )chie"e# the con7@!tion of the

)r?etin, !roce77 ' 7tri?in, the (e"e( of the !rice th)t i7 )cce!t)$(e to

the fir )7 >e(( )7 the con7@er .

Promotion # thi7 ech)ni7 con#@ct7 !er7on)( 7e((in, ')#"erti7in,

)n# 7)(e7 !rootion !ro,r)7 >ith ) "ie> to co@nic)tion >ith the

con7@er )n# !rootin, the !ro#@ct .

Place#thi7 inc(@#e7 ")rio@7 #i7tri$@tion f@nction7 (i?e tr)n7!ort)tion'

>)reho@7in,'ch)nne( )n),eent etc.' 7o th)t the !ro#@ct c)n re)ch

con"enient(% to the con7@er.


33/94

)e7 c@((iton' the Aeric)n e!ert coine# the e!re77ion e(( ?no>n Aeric)n !rofe77or of )r?etin,

#e7cri$e# the )r?etin, i )7 th e1!7' c()77if%in, the ")ri)$(e7 @n#er

fo@r he)#7'e)ch $e,innin, >ith the )(!h)$et ! i.e.' !ro#@ct

'!rice'!rootion ')n# !()ce.

The co!(ete 7et of )r?etin, i e(eent7 )n# 7@$ e(eent7

)re !re7ente# $e(o> 8

). !ro#@ct i )n# !ro#@ct (ine .

$. #e7i,n'@)(it%'fe)t@re7 '7t%(e7 ')!!erence'7ie )n# >)rr)nt% of the

!ro#@t7 .

c. !)c?),in,'t%!e')teri)(7'7ie')!!e)r)nce )n# ()$(.

#. Br)n#in, )n# tr)#e )r?.

e. Merch)n#in,.

f. Ser"ice7 !re7)(e )n# )fter 7)(e +.

,. Ne> !ro#@ct7'

h. Ret@rn7.

Price variable #

). !ricin, !o(ice7 '(e"e(7 of )r,in'#i7co@nt )n# re$)te7.


34/94

$. Ter7 of #e(i"er%'!)%ent ter7 'cre#it ter7 )n# in7t)((ent

f)ci(itie7.

c. Re7)(e !rice )inten)nce.

Promotion variable #

). !er7on)( 7e((in, 8 o$e;ecti"e7 '(e"e( of effort7'@)ntit% of 7)(e7

force'co7t (e"e( )n# (e"e( of oti")tion.

$. A#"erti7in,8 e#i) i'$@#;et )((oc)tion7 )n# !ro,r)7.

c. S)(e7 !rootion8 effort7'#i7!()%' content7' tr)#e !rootion7.

#. P@$(icit% )n# !@$(ic re()tion7.

Place variable#

). &h)nne(7 of #i7tri$@tion't%!e7 of intere#i)rie7'

ch)nne(#e7i,n'(oc)tiionof o@t(et7'ch)ne( re@ner)tion )n#

#e)(e)r !rinci!)( re()tion.

$. !h%7ic)( #i7tri$@tion'tr)n7!rotion'>)reho@7in,'in"entor%

(e"e(7'or#er !roce77in, etc.'

the )r?etin, i ")ri)$(e7 )re con7i#ere# to the contro(()$(e ")ri)$(e

of )r?etin,' )7 the% e)n)te fro >ith in the or,)ni)tion )n# the

)r?etin, )n),er i7 free to choo7e' )(ter )n# contro( the7e ")ri)$(e7 )7

(i?e7 .A77e$(in, )n# )n),in, the )r?etin, i i7 the )in ;o$ in

the >ho(e )r?etin, te7t.

Since the )r?etin, !roce77 i7 the e77enti)( )n inter)ction $et>een

the )r?etin, i )n# the en"ironent C)77e$(in, )n# )n),in, the

)r?etin, into ) >innin, the )r?etin, !ro,r) inc(@#e7 )n% cr@ci)(

#eci7ion7 re()tion to e)ch of the e(eent7 of )r?etin, i !ro#@ct7 C


35/94

!rice' !rootion )n# !()ce.

M)r?etin, i h)7 to $e ;@,,(e# con7t)nt(% in or#er to eet the

ch)n,in, re@ireent7' (en#in, the )r?etin, i e(eent7 into )

>innin, co$in)tion i7 ) contin@o@7 t)7? )n# not one 7hot )77i,nent.

The i )% re@ire con7t)nt ch)n,e7. The )r?etin, )n h)7 to

c)ref@((% onitor the i )n# ;@,,(e the e(eent7 )7 re@ire# $% the

ch)n,in, con#ition7. There )re )n% re)7on7 to 7)% th)t no 7@ch thin,

)7 ) fore"er ")(i# )r?etin, ) 7@ch )78

)+ A7 the en"ironent)( ")ri)$(e7 ?ee! ch)n,in,' )(tern)tion7 in the

)r?etin, i $ecoe nece77)r%.

$+ In !)rtic@()rCch)n,e7 in c@7toer !reference7 nece77it)te7 )(ter)tion

in the i.

c+ &h)n,e7 t)?in, !()ce in the or,)ni)tion to nece77it)te ch)n,e7 in

the )r?etin, i.

#+ So' once the )r?etin, i i7 !erfect then on(% the fir c)n )chie"e

it7 t)r,et !o7ition in the )r?et.

Det)i(e# 7t@#% of the fo@r !J7 of )r?etin,

Pro#@ct' !rice' !()ce )n# !rootion+

Product#

Definition 8 ) !ro#@ct i7 )n%thin, th)t c)n $e offere# to ) )r?et

for )ttention' )c@i7ition' @7e or con7@!tion th)t )% 7)ti7f% ) >)nt or

) nee#. It inc(@#e7 !h%7ic)( ,oo#7' 7er"ice7' e!erience' e"ent7'

!er7on7' !()ce7' !ro!ertie7' or,)ni)tion7 in for)tion7 )n# i#e)7.


36/94

Pro#@ct7 c)rr% cert)in e)nin,7 >ith the )n# !ro;ect cert)in

#i7tincti"e i),e7. The7e )% )ri7e #@e to o@t of )n% co!onent7

th)t )?e @! the tot)( !er7on)(it%. The tot)( !ro#@ct !er7on)(it%

)n# it7 co!onent7.

)+ the core or the $)7ic con7tit@ent

$+ the )77oci)te# fe)t@re7

c+ the $r)n# n)e

#+ the !)c?),e

e+ the #e7i,n

). The core or $)7ic con7tit@ent8 it i7 the fir7t )n# chief

co!onent in the tot)( !er7on)(it% of )n% !ro#@ct. For

e)!(e' M%7ore 7)n#)( 7o)! h)7 ) tot)( !ro#@ct !er7on)(it%

>ho7e $)7ic con7tit@ent i7 7)n#)(. It i7 !re7ente# )7 )

co$in)tion of (@@r% )n# tr)#ition.

$. The )77oci)te# fe)t@re78 ) !ro#@ct cont)in7 7e"er)( )77oci)te#

fe)t@re7 $e7i#e7 the core con7tit@ent7. In the )$o"e e)!(e

the fr),r)nceC o")( 7h)!eC co(o@r' etc. )re the )77oci)te#

fe)t@re of the !ro#@ct.

c. The $r)n# n)e8 A $r)n# i7 #efine7 )7'


37/94

con"e% ) >)rr)nt% of @)(it%.

e(( $@i(t' hi,h !re7ti,e' etc=.

-, .enefit8 &@7toer7 #o not $@% )ttri$@te7' the% $enefit7. Th@7

)ttri$@te7 7ho@(# $e tr)n7()te# to f@nction)( )n# eotion)( $enefit7. The

)ttri$@te hich it h)7 $r)n# (o%)(t%' n)e' )>)rene77'

!ercei"e# @)(it%' 7tron, $r)n# )77oci)tion7 )n# other )77et7 )7 !)tent

)n# tr)#e)r?7.

The pac2age#

thi7 i7 )nother i!ort)nt co!onent of the tot)( !ro#@ct !er7on)(it%.

The !)c?),e !erfor7 e77enti)( ro(e78

,i"in, !rotection to the !ro#@ct7.

A##in, to )e7thetic )n# 7)(e7 )!!e)( of the !ro#@ct.


38/94

The )in #eci7ion )re)7 in !)c?),in, )re)8

6+ !)c?),e )teri)(.

3+ !)c?),e )e7thetic7

0+ !)c?),e 7ie )n# con"enience.

The )teri)( of !)c?),e' the co(o@r )n# the 7ie of the !)c?),e )n# it7

fini7hin,' the ()$e(in, on the !)c?),e' the !o77i$i(ite7 of re@7in, the

!)c?),e' )(( inf(@ence7 the tot)( 7)(e7 )!!e)( of the !ro#@ct.

S@$7e@ent inno")tion in !)c?),in,8

The contin@o@7 7e)rch for i!ro"e# t%!e7 of !)c?),in, h)7 (e# to )

7tre) of inno")tion in thi7 fie(#. Recent' @n#er7t)n#in, of the

#e"e(o!ent7 t)?in, !()ce in In#i) in the fie(# of !)c?),in,.

)+ Tetr) !)c?7

$+ fi)$(e cont)iner7

c+ Fr)ction)( )n# 7)(( @nit !)c?),e.

#+ S)chet7 for c@7toer con"enience.

Pro#@ct #e7i,n8

The !roce77 of #e7i,nin, ) !ro#@ct 7t%(e )n# f@nction' cre)tin, )

!ro#@ct th)t i7 )ttr)cti"e' e)7%' 7)fe )n# ine!en7i"e to @7e )n# 7er"ice'

)n# 7i!(e )n# econoic)( to !ro#@ce )n# #i7tri$@te. De7i,n i7 ()r,er

conce!t then 7t%(e. St%(e 7i!(% #e7cri$e7 the )!!e)r)nce of ) !ro#@ct.

St%(e c)n $e e%ec)tchin, or %)>n in7!irin,. A7 &o!etition inten7ifie7

#e7i,n >i(( offer one of the o7t !otent too(7 for #ifferenti)tion )n#

!o7itionin, ) co!)n%J7 !ro#@ct7 )n# 7er"ice7. De7i,n in"e7tent !)%7

off. Goo# #e7i,n c)n )ttr)ct )ttention in t)r,et )r?et.


39/94

PRODU&T MI AND PRODU&T -INE

Pro#@ct (ine8 A ,ro@! of !ro#@ct7 th)t )re c(o7e(% re()te# $ec)@7e

the% f@nction in ) 7ii()r )nner' )re 7o(e to the 7)e c@7toer ,ro@!7'

)re )r?ete# thro@,h the 7)e t%!e7 of o@t(et7 )re f)(( >ithin the ,i"en

!rice r)n,e7. The% co!)n% @7t )n),e it7 !ro#@ct (ine c)ref@((%. It

c)n 7%7te)tic)( incre)7e the (en,th of it7 !ro#@ct (ine in t>o >)%7.

6. Stretchin, the (ine.

3. Fi((in, the (ine.

Pro#@ct (ine fe)t@rin,8

The !ro#@ct (ine )n),er t%!ic)((% 7e(ect7 one or fe> ite7 in the

(ine to fe)t@re. Thi7 i7 !ro#@ct (ine fe)t@rin,. Soetie7' )n),er

fe)t@re7 !rootion)( o#e(7 )t the (o> en# of the (ine to 7er"e )7 tr)ffic

$@i(#er.

Pro#@ct i8

The 7et of )(( !ro#@ct (ine7 )n# ite7 th)t ) !)rtic@()r 7e((er offer7

for 7)(e to $@%er7. Thi7 i7 )(7o ?no>n )7 !ro#@ct )77ortent.

Wi#th8 it refer7 to the n@$er of #ifferent !ro#@ct (ine7 the co!)n%

c)rrie7.

-en,th8 thi7 refer7 to the tot)( n@$er of Ite7 the co!)n% c)rrie7.

De!th8 the #e!th of the !ro#@ct i refer7 to the n@$er7 of

"er7ion7 offere# of e)ch !ro#@ct in the (ine.


40/94

&on7i7tenc%8 it refer7 to ho> c(o7e(% re()te# the ")rio@7 !ro#@ct

(ine7 )re in @7e' !ro#@ct )n# re@ireent7' #i7tri$@tion ch)nne(7' or

in 7oe other >)%.

Or,)ni)tion >hen their !ro#@ct7 the )i@ )r?et 7h)re )n#

>hen there i7 no 7co!e for the f@rther her #e"e(o!ent of the !ro#@ct

7hift7 to the other !ro#@ct of 7)e ")riet% >ith (itt(e ch)n,e7 or entire(%

#ifferent !ro#@ct the co!etitor #e"e(o! >ithin no tie' hence in or#er

to $e the he)# of the co!)n% 7ho@(# !ro#@ce ore !ro#@ct7.

Or,)ni)tion 7ho@(# h)"e ) !ro#@ct i $ec)@7e for e"er% !ro#@ct

the co!etitor #e"e(o! >ithin no tie' hence in or#er to $e the he)# of

the co!)n% 7ho@(# !ro#@ce ore !ro#@ct7.

Fi"e (e"e(7 of ) !ro#@ct8

). core $enefit8 the f@n#)ent)( 7er"ice or $enefit7 the

c@7toer i7 re)((% $@%in,.

$. B)7ic !ro#@ct8 it i7 the )ct@)( !ro#@ct >hich i7 fro the core

$enefit.

c. E!ecte# !ro#@ct8 ) 7et of )ttri$@te7 )n# con#ition7 th)t )

$@%er nor)((% e!ect7 )n# ),,re77 to >hen the% !@rch)7e

thi7 !ro#@ct.

#. A@,ente# !ro#@ct8 A )r?et !re!)re# the !ro#@ct th)t

eet7 the c@7toer #e7ire $e%on# e!ect)tion7.

e. Potenti)( !ro#@ct8 The !ro#@ct >hich enco!)77e7 )(( the

)@,ent)tion7 )n# tr)n7 for)tion7 the !ro#@ct @(ti)te(%

@n#er,o in the f@t@re.


41/94

NEW PRODU&T8

Ne> !ro#@ct #e"e(o!ent i7 the #e"e(o!ent of ori,in)( !ro#@ct7'

!ro#@ctI!ro"eent7' !ro#@ct o#ific)tion7 )n# ne> $r)n#7 thro@,h

the fir7 o>n R*D effort7.

Significance of new product development#

6. Ne> !ro#@ct7 $ecoe nece77)r% for eetin, the ch)n,e7 in

con7@er #e)n#7.

3. the ne> !ro#@ct7 $ecoe7 nece77)r% for )?in, ne> !rofit7.

0. Ne> !ro#@ct7 $ecoe nece77)r% for co$)tin, thre)t7.

1. &()77ific)tion of ne> !ro#@ct78

/. Ne> !ro#@ct7 )ri7in, o@t of techno(o,ie7 inno")tion7.

:. Ne> !ro#@ct7 )ri7in, o@t of )r?et oriente# o#ific)tion7

PRI&E8

Definition#The )o@nt of one% ch)r,e# for ) !ro#@ct or 7er"ice' or

7oe of the ")(@e th)t con7@er7 ech)n,e for the $enefit7 of h)"in, or

@7in, the !ro#@ct or 7er"ice7.

Price i7 the on(% e(eent in )r?etin,i' >hich !ro#@ce7

re"en@e78 )(( the other e(eent7 re!re7ent co7t' Price )n# 7)(e7 "o(@e

#eci#e7 the re"en@e of e"er% $@7ine77.


42/94

FA&TORS INF-UEN&ING PRI&ING8

A. Intern)( F)ctor78

6. &or!or)te )n# )r?etin, o$;ecti"e7 of the fir.

3. The i),e 7o@,ht $% the fir thro@,h !ricin,.

0. The ch)r)cteri7tic7

1. Price e()7ticit% of #e)n# of the !ro#@ct.

/. The 7t),e of the !ro#@ct on the !ro#@ct (ife c%c(e.

:. U7e !)ttern )n# t@rn)ro@n# r)te of the !ro#@ct.

2. &o7t of )n@f)ct@rin, )n# )r?etin,.

5. Etent of #i7tincti"ene77 of the !ro#@ct )n# etent of !ro#@ct

#ifferenti)tion !r)ctice# $% the fir.

9. Other e(eent7 of )r?etin, i of the fir )n# the inter)ction >ith

!ricin,.

64. &o!o7ition of the !ro#@ct (ine of the fir.

B+ Etern)( f)ctor78

6. M)r?etin, ch)r)cteri7tic7 ono!o(%'o(i,o!o(%' etc.+

). B@%er $eh)"ior in re7!ect of the ,i"en !ro#@ct.

$. B)r,)inin, !o>er of the );or 7@!!(ier.

c. B)r,)inin, !o>er of the );or 7@!!(ier.

#. &o!etitor7 !ricin, !o(ic%@.

e. Other re(e")nt (e,)( )7!ect7.

f. Societ)( con7i#er)tion7.


43/94

P-A&E8

Thi7 inc(@#e78

6+ 6.&h)nne(7 of #i7tri$@tion' t%!e7 of intere#i)rie7' ch)nne(

#e7i,n (oc)tion of o@t(et7' ch)nne( re@er)tion )n# #e)(er

!rinci!)( re()tion.

3+ 3.Ph%7ic)( #i7tri$@tion' tr)n7!ort)tion' >)reho@7in,' in"entor%'

(e"e(7' or#er !roce77in,' etc.

&h)nne(7 of #i7tri$@tion8

A 7et of inter#e!en#ent or,)ni)tion in"o("e# in the !roce77 of )?in,

) !ro#@ct or 7er"ice7 )")i()$(e for @7e of con7@!tion $% con7@er or

$@7ine77 @7er.

Accor#in, to $@c?in7' ) #i7tri$@tion ch)nne( con7i7t7 or the 7et of

!eo!(e )n# fir7 in"o("e# in the tr)n7fer of the tit(e to ) !ro#@ct

o"e# fro the !ro#@cer to @(ti)te con7@er or $@7ine77 @7er.

N@$er of ch)nne( (e"e(7 8

The n@$er of ch)nne( (e"e(7 c)n ch)nne(ie the )r?etin,

ch)nne(.e)ch ()%er of )r?etin, intere#i)rie7 !erfor7 7oe >or? in

$rin,in, the !ro#@ct )n# o>ner7hi! >)7 c(o7@re to the fin)( $@%er i7 )

ch)nne( (e"e(. E)ch i##(e)n th)t !erfor 7oe >or? $rin,in, the

!ro#@ct c(o7er to the fin)( con7@er $oth !erfor 7oe >or? the% !)rt

of e"er% ch)nne(.


44/94

Direct )r?etin, ch)nne( 8

A )r?etin, ch)nne( th)t h)7 no intere#i)r% (e"e(7.

In#irect )r?etin, ch)nne(8

ch)nne(7 cont)inin, one or ore intere#i)rie7 (e"e(7.

When once the co!)n% h)7 re"ie>e# it7 ch)nne( )(tern)ti"e7 )n#

#eci#e# on the $e7t ch)nne( #e7i,n'it @7t i!(eent )n# )n),e the

cho7en ch)nne(.

&h)nne( )n),eent c)((7 for 7e(ectin, )n# oti")tin, in#i"i#@)(

ch)nne( e$er7 )n# e")(@)tin, their !erfor)nce o"er tie. The

")rie7 )(tern)ti"e7 >hich ) co!)n% h)7 in #i7tri$@tion ch)nne(. &)n $e

@n#er7too# fro $e(o> t)$(e7.

SOME OF THE IMPORTAN&E &HANNE- OF

DISTRIBUTION

6+ 6.ch)nne(7 !ro"i#e #i7tri$@tion effeci)nc% to )n@f)ct@re7.

3+ 3.ch)nne(7 7@!!(% !ro#@ct7 in re@ire# )77ortent7.

0+ ch)nne(7 !ro"i#e 7)(e7)n7hi!.

1+ 1.ch)nne( he(! erch)n#i7e the !ro#@ct.

/+ /.&h)nne(7 (oo? )fter !h%7ic)( #i7tri$@tion )n# fin)ncin,

f@nction.

P&omotio%:


45/94

Prootion i7 )n%)r?etin, effort >ho7e f@nction i7 to infor or

!er7@)#e )ct@)( or !otenti)( c@7toer7 )$o@t the erit7 of !ro#@ct or

7er"ice of the !@r!o7e of intro#@cin, ) con7@er either to contin@e or

to 7t)rt !@rch)7in, the fir7 !ro#@ct or 7er"ice )t 7oe !rice.

Prootion)( i8

Prootion i i7 e)nt the co$in)tion t%!e7 )n# )o@nt7 of

#ifferent for7 of !rootion @7e# $% ) )r?eter.

Prootion i or e#i) etho#7 of !rootion co!ri7e8

6+ !er7on)( 7e((in,

3+ )#"erti7eent

0+ 7)(e7 !rootion

1+ !@$(icit%

ADVERTISING8

An% !)i# for of non !er7on)( !re7ent)tion )n# !rootion of

i#e)7',oo#7 or 7er"ice7 $% )n i#entifie# 7!on7or.A#"erti7in, i7 the

o7t i!ort)nt of the )r?et co@nic)tion i or !rootion i.

An )#"erti7in, o$;ecti"e i7 ) 7!ecific co@nic)tion t)7? to $e

)cco!(i7he# >ith ) 7!ecific t)r,et )@#ience #@rin, ) 7!ecific !erio#

of tie. A#"erti7in, o$;ecti"e7 c)n $e c()77ifie# $% !ri)r% !@r!o7e.

The% )re 8


46/94

)+ informative advertiing# )#"erti7in, @7e# to infor

con7@er7 )$o@t ) ne> !ro#@ct or fe)t@re )n# to $@i(#

!ri)r% #e)n#.

$+ peruaive advertiing # )#"erti7in, @7e# to $@i(#

7e(ecti"e #e)n# for $r)n# $% !er7@)#in, con7@er th)t it

offer7 the $e7t @)(it% for their one%.

c+ compariion advertiing# )#"erti7in, th)t co!)re7 one

$r)n# #irect(% or In#irect(% to one or ore other $r)n#7.

#+ remainder advertiing# )#"erti7in, @7e# to ?ee!

con7@er thin?in, )$o@t ) !ro#@ct.

The i!ort)nce of )#"erti7in, i7 7@e# @! in ) 7t)teent

i#e

")riet% of !rootion too(7 #e7i,ne# to 7ti@()te e)r(ier or 7tron,er

)r?et re7!on7e. it i7 inc(@#e78

+, 3onumer promotion#7)(e7 !rootion #e7i,n to 7ti@()te

con7@er !@rch)7in,' inc(@#in, 7)!(e7' co@!on7' re$)te7' !rice off'

!rei@7. P)tron),e7 re>)r#7' #i7!()%7' content7 )n# 7>ee!7t)?e7.

-, Sale force promotion8 7)(e7 !rootion #e7i,ne# to oti")te the

7)(e7 force 7e((in, effort7 ore effecti"e' inc(@#in, $on@7e7' conte7t7

)n# r)((ie7.


47/94

Per7on)( 7e((in,8

S)(e7 )#e $% )n in#i"i#@)( )ctin, for ) co!)n% $% !erforin,

one or ore of the fo((o>in, )cti"itie78 !ro7!ectin,' co@nic)tin,'

7er"icin, )n# infor)tion ,)therin,.

E"er% or,)ni)tion in"o("e# in !er7on)( 7e((in, >i(( h)"e ) 7)(e7

force. Therefore' the or,)ni)tion 7ho@(# $e "er% c)ref@( in other

)n),eent of 7)(e7 force.

S)(e7 force )n),eent8

The )n)(%7i7' !()nnin, )n# i!(eent)tion )n# contro( of 7)(e7 force

)cti"itie7. It inc(@#e7 #e7i,nin, 7)(e7 force 7tr)te,% )n# 7tr@ct@re.

6+ Per7on)( confront)tion8 !er7on)( 7e((in, in"o("e7 )n )(i"e'

ie#i)te )n# inter)cti"e re()tion7hi! $et>een t>o or ore

!er7on7.

3+ Re7!on7e8 !er7on)( 7e((in, )?e7 the $@%er fee( @n#er 7oe

o$(i,)tion for h)"in, (i7tene# to the 7tee(7 t)(?. The $@%er h)7 )

,re)ter nee# to )tten# )n# re7!on#' e"en if the re7!on7e i7 !o(ite

th)n? %o@.


48/94

0+ &@(ti")tion8 !er7on)( 7e((in, !erit7 )(( ?in#7 of re()tion7hi!7 to

7!rin, @!' r)n,in, fro ) )ter of f)ct 7e((in, re()tion7hi! to )

#ee! !er7on)( frien#7hi!.

The7e #i7tincti"e @)(itie7 coe )t ) co7t. A#"erti7in, c)n $e t@rne#

on )n# off $@t the 7ie of ) 7)(e7 force i7 ore #iffic@(t to )(ter.

CHAPTER ? !

Theoretical fame

or!


49/94

MARKETIN) MI= ;ITH SPECIA- REFERENCE

TO 9ISAKHA DAIR

E"er% or,)ni)tion' >hich i7h)"in, !ro#@ction of ,oo#7 )n# 7)(e7 in

the )r?et7' 7ho@(# h)"e ) >e((!re!)re# i 7tr)te,%. The )r?etin,

i of the or,)ni)tion 7ho@(# $e !()nne# in 7@ch ) >)% th)t it 7ho@(#

7@it the co!etitor7 )r?etin, 7tr)te,ie7' econoic con#ition7 of the

!eo!(e etc.

Vi7)?h) #)ir% i7 co!(ete(% ) i(?oriente# #)ir%. It #e)(7

>ith i(? )n# i(? !ro#@ct7. Mi(? i7 "er% #e(ic)te foo#' >hich c)n ,et

7!oi(e# "er% e)7i(% >ith ) (itt(e c)re(e77ne77. Hence @ch c)re 7ho@(#

$e t)?en $% the or,)ni)tion 7t)rtin, fro !roc@reent to #i7tri$@tion

ch)nne( i7 tho@,h not ) ()r,er one %et for thi7 !)rtic@()r or,)ni)tion

the !re7ent ch)nne( i7 7@fficient.

Vi7)?h) #)ir% i7 h)"in, )n% !ro#@ct7. It i7 h)"in, ) >i#e !ro#@ct

i )# !ro#@ct (ine. E)r(ier "i7)?h) #)ir% >)7 #ec(ine# $% ) "er% (itt(e

etent. The co!etition in the )r?et (e)# to incre)7e in the

!rootion)( )cti"itie7 of the or,)ni)tion. Tho@,h the co!etitor7


50/94

c)e into ei7tence %et there ei7t7 $r)n# (o%)(t% )on, )n%

con7@er7.

PRODU&T8

Vi7)?h) D)ir% i7 )n or,)ni)tion' >hich i7 co!(ete(% in"o("e# in

!ro"i#in, 7er"ice7 to the c@7toer7 )n# the f)rer7 fro >ho i(?' i7

$ein, !roc@re#. Tho@,h it i7 ) !rofit oriente# fir %et it i7 ch)r,in,

on(% re)7on)$(e )o@nt fro the c@7toer7 for their !ro#@ct7 $ein,

7o(#. Vi7)?h) #)ir% i7 i!ro"in, )n# incre)7in, )n% !ro#@ct ")rietie7

#)% $% #)%. The% )re con#@ction re7e)rche7 )n# !ro#@cin, !ro#@ct7'

>hich )re @7ef@( to !@$(ic )t ()r,e.The $)7ic #efinition of the !ro#@ct i7

)nt or nee#=.

Fi"e!ro#@ct (e"e(7 of "i7)?h) #)ir% )re8

3ore benefit# the f@n#)ent)( $enefit' >hich the c@7toer i7 re)((%

$@%in,' i7 the ener,%. Mi(? h)7 ,oo# content of "it)in7' !rotein7 )n#

f)t7.

B)7ic !ro#@ct8 it i7 the !ro#@ct' >hich offer7 7er"ice7 or 7)ti7fie7 the

nee#7 of the con7@er7 in c)7e of "i7)?h) #)ir% the $)7ic !ro#@ct7 )re

i(?' $@tteri(?' f()"ore# i(?' ,hee' !)nnier' 7>eet7 etc.

4pected product#) 7et of )ttri$@te7' >hich the con7@er7 nor)((%

),ree )n# e!ect >hen the% !@rch)7e the !ro#@ct. In c)7e of "i7)?h)

#)ir% n)t@r)((% the e!ecte# )ttri$@te7 )re ,oo# @)(it% )n# the

h%,ieni7t7. The con7@er7 e!ect cert)in )o@nt of )ttri$@te7' >hich

the or,)ni)tion h)7 !roi7e# in it7 !ro#@ct )n# n)t@r)((% the c@7toer7

of "i7)?h) #)ir% too e!ect7 the 7)e.


51/94

Augmented product8 The !ro#@ct7' >hich eet the c@7toerJ7

e!ect)tion7 of the !ro#@ct $e%on# their #e7ire7' )re )@,ente#

!ro#@ct. Vi7)?h) #)ir% i7 )(>)%7 tr%in, to ,o $e%on# the e!ect)tion7

of the c@7toer7. The% )re i!ro"in, their !ro#@ct7 )ccor#in, to the

t)7te7 )n# !reference7 of the c@7toer7.

Potential product# the7e !ro#@ct7 enco!)77e7 )(( the

)@,ent)tion7 )n# tr)n7for)tion7 th)t the !ro#@ct i,ht @(ti)te(%

@n#er,o in the f@t@re. Vi7)?h) #)ir% i7 !ro#@cin, tetr) !)c?7. Thi7 )%

not $e ne> in the i(? in#@7tr% $@t ne> to Vi7)?h)!)tn).

PRODUCT PROFI-E OF THE OR)ANISATIO

The !ro#@ct7 of "i7)?h) #)ir% )re n@ero@7. The% )re !ro#@cin, )((

!o77i$(e !ro#@ct7' >hich c)n $e )#e o@t of i(?. The $)7ic !ro#@ct7

of "i7)?h) #)ir% )re i(? ,hee' f()"ore# i(?' $@tter i(?' !)nnier'

7?ie# i(? !o>#er' etc.

MI-K:

;'o6e mi6 ,u66 +&e*m mi6:

6. F)t content of the i(? i7 :4

3. So(i#7 not f)t !ercent),e of i(? i7 9

0. B)cteri) free )n# h%,ienic.

1. Tot)( 7)(e7 !er #)% i7 30444 (iter7

o Tone# i(?8

o F)t content of the i(? i7 0.

o So(i#7 not f)t !ercent),e of i(? i7 5./.

o

Tot)( 7)(e7 !er #)% )re 60444 (iter7.


52/94

o Do@$(e tone# i(?8

o F)t content of the i(? i7 6./.

o So(i#7 not f)t !ercent),e of i(? i7 9.

6. tot)( 7)(e7 !er #)% i7 3/444 (itre7

3. For n)")( on(%.

0. Tetr) !)c?7 i(? U.H.T. !roce77e# i(?+8

1. f)t content of the i(? i7 6./'0'1./

/. 7o(i#7 not f)t !ercent),e of i(? i7 9'5./

:. B)cteri) free )n# h%,ienic it c)n $e 7tore# @! to 0

onth7+.

2. 644,oo# i(?.

5. Re)#% for con7@!tion.

Thi7 i(? i7 !roce77e# )t te!er)t@re of )ro@n# 614 & )n# !)c?e# in

"er% )7e!tic con#ition7' #@e' >hich thi7 i(? c)n $e' 7tore# @! to 0

onth7 to : onth7 to : onth7 )t )$ient te!er)t@re7.

Ghee8

&o!(ete f)t content 99.:+.

Gr)n@()r )n# >hite in co(or

AM)r? 7!eci)( ,r)#e !ro#@ct ,o"t. of In#i) certific)tion+.

Doo#th Pe#)8

The o@th (ic?erin,' the #e(icio@7 #oo#th !e#). Thi7 i7 one of the $e7t

!ro#@ct7 !ro#@ce# $% "i7)?h) #)ir%' >hich i7 )n !@re i(? etr)ct >ith

) "er% ,oo# 7t)te )n# @)(it%.Mi(? c)?e' %7ore !)?' $)#) $@rfi.


53/94

E"en 7>eet7 )re !re!)re# >ith i(?' !@re ,hee )n# i(? !o>#er. A((

the7e !ro#@ct7 )re ,oo# 7o@rce7 of ener,%.

Mi(? Po>#er8

Mi(? !o>#er i7 o$t)ine# $% e")!or)tin, the >)ter in the i(? )n#

c)n $e con"erte# in to i(? $% )##in, 7@fficient @)ntit% of >)ter. The

(ife of i(? i7 #)% @n#er refri,er)te# con#ition7 >here )7 the 7e(f (ife of

i(? i7 9 onth7 )t roo te!er)t@re.

PRODU&T MI AND PRODU&T -INE OF

VISAKHAPATNAM

P-A&ECDISTRIBUTION OF &HANNE-8

Di7tri$@tion ch)nne( !()%7 ) !i"ot)( ro(e in the 7@cce77f@(

)r?etin, of o7t !ro#@ct7' e7!eci)((% con7@er !ro#@ct7. A

)r?etin, ch)nne( !erfor7 >or? of o"in, ,oo#7 )n# 7er"ice7 fro

!ro#@cer to con7@er. De!en#in, @!on the !ro#@ct t%!e the

#i7tri$@tion ch)nne( i7 #eci#e#. The (en,th of the ch)nne( #e!en#7 @!on

the n@$er of intere#i)rie7.

Di7tri$@tion i7 the !roce77' >hich 7t)rt7 >hen the !ro#@ct i7 re)#%

for the con7@!tion. Thi7 !roce77 )% inc(@#e i##(e)n )(7o.

Vi7)?h) #)ir% #i7tri$@tor7 i(? !)c?et7 to the coi77ion ),ent7'

#irect to the con7@er7 thro@,h ")n7. The7e ")n7 >i(( $e 7ent in tie in

tie to the re@ire# !()ce7.


54/94

&@7toer7 >i(( $e 7)ti7fie# on(% >hen the% ,et !ro#@ct >itho@t !)in. In

or#er to )int)in c@7toer 7)ti7f)ction the !ro#@ct7 )re $ein,

#i7tri$@te# on tie $% )rr)n,in, effecti"e tr)n7!ort 7%7te.

&h)nne( 68

In thi7 ch)nne( the i(? i7 $ein, #i7tri$@te# to the con7@er7

thro@,h the coi77ion ),ent7. The7e coi77ion ),ent7 )re !()%in,

"it)( ro(e in the 7)(e7 of "i7)?h) #)ir% i(?. Thi7 ch)nne( i7 the o7t

i!ort)nt ch)nne( )i@ of 7)(e7 i7 $ein, )chie"e# thro@,h thi7

ch)nne(. Thi7 i7 the e)7ie7t ch)nne( thro@,h >hich con7@er7 c)n

)c@ire the i(?. The7e coi77ion ),ent7 in t@rn )!!oint #e(i"er%

$o%7 for 7@!!(% to c@7toer7. Thi7 i7 the e)7ie7t ch)nne( >here ,oo#7

>i(( $e #e(i"ere# #irect(% to the con7@er )t the #oor7te!7 thro@,h the

coi77ion ),ent7. Mi(? >i(( $e 7@!!(ie# to ),ent7 thro@,h #)ir% ")n7

in tie i.e. $oth ornin, )n# e"enin,. Thi7 f)ci(it% )?e7 coi77ion

),ent7 cofort)$(e )n# oti")te#. E"en c)7h i7 co((ecte# )t the 7)(e

!oint7 it7e(f.

P-ANT

COMMISSION DE-I9ER BOS

CONSUMER

&h)nne( II8


55/94

Thi7 ch)nne( inc(@#e7 ret)i(er7 >here the i(? !ro#@ct7 (i?e

$@tteri(?' #oo#h !e#)' f()"o@re# i(?' ,hee' etc' >hich )re $ein, 7o(#

$% "i7)?h) #)ir%.

VISAKHA DAIRY

RETAI-ER

&USTOMER

A ret)i(er i7 ) !er7on >ho 7e((7 ,oo#7 to the @(ti)te

c@7toer7. In c)7e of "i7)?h) #)ir% )t 7oe of the )re)7 fro >here

e"er% c@7toer c)n $@7% #)ir% !ro#@ct7. The or,)ni)tion it7e(f

e7t)$(i7he# ret)i( 7ho! )n# e!(o%e# it7 o>n !eo!(e. It h)7 )(7o ,i"en

thi7 ret)i(er 7ho! e"en to the o@t7i#er7. In the7e ret)i( o@t(et7 c@7toer7

c)n ,et i(? !ro#@ct7 other th)n i(? (i?e ,hee' f()"o@re# i(?' #oo#h

!e#)' etc

&h)nne( III8

In f)ct thi7 c)nnot $e con7i#ere# )7 ) ch)nne( $ec)@7e there

)re no intere#i)rie7 $et>een the or,)ni)tion )n# the c@7toer. Here

the c@7toer7 )re in #irect cont)ct >ith the #)ir%. The% ,i"e or#er7 for

the 7!eci)( occ)7ion7 to #)ir%' the7e or#er7 >i(( $e et on tie $% the

"i7)?h) #)ir% !er7onne(. The c@7toer c)n $oo? or#er7 #irect(% to the

or,)ni)tion or the% c)n e"en $oo? thro@,h their $ooth ),ent7.


56/94

The hote(7' re7t)@r)nt7 )n# other 7>eet erch)nt7 @7e e"en

thi7 ch)nne(. There >i(( $e #irect cont)ct $et>een the c@7toer )n# the

"i7)?h) #)ir%. The tr)n7)ction7 >i(( $e on(% thro@,h )r?etin,

#e!)rtent.

Thi7 ch)nne( c)n )(7o $e con7i#ere# )7 the ero (e"e(

ch)nne(7 >here the )n@f)ct@rer i7 #irect(% 7e((in, to the con7@er.

Thi7 i7 )(7o ) ?in of #irect )r?etin, ch)nne(. To the !ro#@ct7 (i?e i(?

etc. thi7 t%!e of ch)nne( i7 "er% @7ef@( >here the con7@er c)n #irect(%

$e in cont)ct >ith the !ro#@cer7.

VISAKHA DAIRY

&USTOMER

&h)nne( IV8

Vi7)?h) #)ir% h)7 recent(% ,one for thi7 ch)nne( of #i7tri$@tion.

Tho7 ch)nne( con7i7t7 of 7toc?ie7t >ho )re e@i")(ent to the #e)(er.

De7i,nin, of ch)nne( i7 not ) #)% to #)% t)7? in ch)nne( )n),eent. It

i7 the )#ini7tr)tion of the #e)(er net>or? th)t con7tit@te7 )n# e"er%

#)% t)7? in ch)nne( VISAKHA DAIRY )n),eent . The7e 7toc?ie7t

>ere in"ite# $% the or,)ni)tion thro@,h' the ne>7!)!er )#7.

At !re7ent "i7)?h) #)ir% i7 h)"in, 7e"en 7toc?ie7t )on, ")rio@7

!)rt7 of Vi7)?h)!)tn). The 7toc?ie7t of "i7)?h) #)ir% )re8

STO&KIST NAME AREA


57/94

Ven?)t 7)i Enter!ri7e7 )#)r7h n),)r

Kirthi Di7tri$@tor7 K)nch)r P)(e

A.S.N)i#@ &ho#)")r)

S)!)th Vin)?)%) A,encie7 An)?)!)((i

Sr. -)?7hi A,encie7 Seet))#)r)

Ann)!@rn) Enter!ri7e7 G);@>)?)

K.R)"in#r) B)$@ R.T.&.&o!(e

VISAKHA DAIRY

STO&KISTS

RETAI-ER

&ONSUMER

-oc)( Mi(? M)r?etin,8

Vi7)?h)!)tn) cit% i7 h)"in, !o!@()tion of )$o@t 63 ()?h7

inc(@#in, the ne)r $% 7@$@r$7. To c)ter the nee#7 of the con7@er7 in

"i7)?h)!)nt) cit% )n# )(7o in the i!ort)nt to>n7 of An)?)!)((i'


58/94

P)#er@' N)r)7i!)tn)' T@ni' Viin),)r' )n# Sri?)?@() i(? i7 $ein,

7@!!(ie# in 7)chet7 )7 in#ic)te# here@n#er8

Vi7)?h)!)tn) Di7trict8

6. Di7tri$@tor7 Ro@te7 0/ Vi7)?h)!)tn) to>n

3. P)r(o@r 64/ An)?)!)((i' P)#er@

0. Mi(? S)(e7 Point7 /44 Ar)?@ * N)r)7i!)tn)

Viin),)r) #i7trict8

6. Di7tri$@tor7 Ro@te7 Viin),)r) To>n

3. P)r(o@r 0 Ne((i)r()'

0. Mi(? S)(e7 Point7 01 R))$h)#r)!@r)

Sri?)?@() Di7trict8

6. Di7tri$@tor7 Ro@te7

3. P)r(o@r .

0. Mi(? S)(e7 Point7 Sri?)?@() To>n

E)7t Go#)")ri Di7trict8

Mi(? S)(e7 Point79.

The !re7ent i(? 7)(e7 in the @nion )re 6/4444 (iter7 !er #)%.

PROMOTIONA- A&TIVITIES8

With the #e"e(o!ent of the techno(o,% )n# he)"% co!etition

)(one >ith !ro#@ction or,)ni)tion7 )re )#o!tin, the !rootion)(

)cti"itie7. The% ;@7t c)n not )"oi# thi7. Vi7)?h) #)ir% >)7 )(o7t

ono!o(% in the )r?et $@t >ith the e7t)$(i7hent of )n% 7)(( other

#)irie7 (i?e M)#h@r)' Do(!hin' Herit),e' A;)%' K))#he@' etc.

co!etition c)e into ei7tence e"en to "i7)?h) #)i(%. The7e #)irie7 )7


59/94

7!itte# the )r?et. In or#er to ?ee! the )r?et 7h)re int)ct )n# to )?e

!eo!(e )>)re of the !ro#@ct7 of "i7)?h) #)ir%. It h)7 )#o!te#

!rootion)( i )n# i7 7!en#in, 7ie)$(e )o@nt7 on the. The

)r?et 7h)re of "i7)?h) #)ir% i7 "er% hi,h e"en >hen the co!etitorJ7

)r?et 7h)re i7 7@e#.

In or#er to incre)7e the )r?et 7h)re of "i7)?h) #)ir% h)7 to

7!en# ) (ot on the !rootion)( )cti"itie7. Since !rootion i i7 the

on(% e#i) thro@,h >hich the c@7toer7 c)n $e )#e )>)re of the

")rio@7 i(? !ro#@ct7' >hich )re !re!)re# in the #)ir%. M)n% of the

c@7toer7 #o not ?no> !ro#@ct7 other th)n i(? !ro#@ce# $% "i7)?h)

#)ir%.

Prootion)( )cti"itie7 )#o!te# $% "i7)?h) #)ir%8

Vi7)?h) #)ir% ,)7 )#o!te# !rootion)( i to !roote it7 !ro#@ct7.

It i7 )#"erti7in, it7 !ro#@ct7 $oth thro@,h !rint e#i) )n# )@#ioC "i7@)(

e#i).

Section of e#i) of )#"erti7in, #e!en#7 @!on the !ro#@ct t%!e'

r)n,e of the e#i)' #e!en#in, @!on the c)te,or% on >hich it $ein,

concentr)te#. There "i7)?h) #)ir% h)7 )(7o con7i#ere# )(( the7e f)ctor7

>hi(e )!!ro)chin, for !rootion)( )cti"itie7. Vi7)?h) #)ir% !ro#@ct7

)re con7@erJ7 oriente# !ro#@ct7' >hich )re @7e# $% e"er% c()77 of

!eo!(e. Therefore it h)7 to concentr)te on e#i)' >hich co"er7 )(( the

c()77e7 of !eo!(e.

For the !@r!o7e of 7)(e7 !rootion "i7)?h) c)ir% )((ot7 7oe

)o@nt7 of one% )7 )n% other or,)ni)tion #o. Accor#in, to ()7t %e)r7


60/94

7)(e7 $@#,et )n# @ti(i)tion of one% >)7 )7 $e(o>.Tot)( 7)(e7

!rootion $#,et for the )c)#eic %e)r 344:42 >)7 14 ()?h7' o@t of 64

()?h7 /4 i.e. / ()?h7 >ere ,r)nte# $% NDDB )n# the re)inin, /4

,r)nt7 )re fro Union F@n#.E!en#it@re #@rin, the !erio# 344/4:

to>)r#7 the !rootion)( )cti"itie7 i78

VARIOUS MEDIA OF ADVERTISING OF VISAKHA

DAIRY8

A@#ioC "i7@)( e#i)8

PROMOTIONA- A&TIVITIES AMOUNT

in ()?h7+

HOARDINGS /

VAN DESIGN AND BUS PAINTINGS 6/

G-OW SIGN BOARDS /

PRINT MEDIA PRESS ADS+ 64

&OOKING &OMPETITION FOR HOUSEWIVES /


61/94

Thi7 )@#ioC"i7@)( e#i) inc(@#e7 cine) TV' r)#io' An# o@t #oor.

Vi7)?h) #)ir% i7 @7in, )(( @7in, )(( the7e e#i) effecti"e(%. It i7

!rootin, it7 !ro#@ct7 in )(( the7e e#i).

Ho)r#in,78

D)ir% h)# it7 ho)r#in,7 )t e"er% i!ort)nt !()ce >here there i7 @ch

of 7co!e for the o"eent of !eo!(e in the cit%. The ho)r#in, 7ite7 )re

7t@#ie# >ith @ch c)re $ec)@7e there 7ho@(# $e )i@ re)ch )n#

the #i7!()% of the ho)r#in, 7ho@(# $e !roinent. The7e #i7!()%7 @7@)((%

con7i7t of the !ro#@ct.

P)intin,8

Vi7)?h) #)ir% i7 !)intin, it7 !ro#@ct7 )#7 on the $@7e7 )n# )@to

ric?7h)>7 * on it7 o>n "ehic(e7. Thi7 i7 one of the i!ort)nt o#e7 of

)cro77 the7e )#7 e"en @nintention)((%. If the7e )#7 )re i!re77i"e then

the% >i(( #efinite(% #r),7 the )ttention of the !eo!(e. Since the "ehic(e7

o"e7 to of thi7 )#"erti7in, i7' it i7 co7t effecti"e 7ince the7e )@to7

ch)r,e "er% noin)( )o@nt7 for the7e )#"erti7eent7.

Sho! i#entifier78

The #)ir% i7 !)intin, on the 7ho!7 of the $ooth ),ent7 it7 (o,o )n#

c)!t)in not free of co7t. The7e !)intin, )re #one in 7@ch ) )nner th)t

the% 7ho@(# )ttr)ct the )ttention of the !eo!(e ne)r$%. The7e !)intin,7

)re #one in co(or7 $(@e )n# >hite. Thi7 i7 c)tch%. The $ooth n@$er


62/94

)n# ),entJ7 #et)i(7 )re )(7o !)inte# on the >)((7 of the $ooth )(on, >ith

the cont)ct n@$er of #)ir% in"itin, co!()int7 if )n%.

Ade&tii%/ t'&ou/' +*b6e %eto&:

The )@#ioC "i7@)( e#i) >i(( h)"e ) "er% ,oo# i!)ct on the "ie>er7

of the )#"erti7eent7. Vi7)?h) #)ir% i7 )(7o @7in, thi7 e#i)

effecti"e(%. The c)$(e net>or? i7 re)chin, >i#e )re) of he !eo!(e hence

#)ir% h)7 $oo?e# three34 7econ#7 7!ot7 #@rin, the !rie tie for it7

)#"erti7eent7 >hich )in(% concentr)te7 on the $r)n# (o%)(t% )n#

!o7iti"e )7!ect7 of the #)ir% i(? )n# it7 )ttri$@te7. The )#7 )re )in(%

7ho>n in the (oc)( c)$(e net>or?7.

3inema#

Vi7)?h) #)ir% i7 )(7o !rootin, it7 !ro#@ct thro@,h the fi( e#i).

In Vi7)?h)!)tn) !eo!(e )re @ch entert)inent oriente#' the% 7!en#

their (ei7@re tie $% >)tchin, o"ie7 in the the)tre7. Vi7)?h) #)ir% h)7

$een in 7(i#e 7ho>7 )t )ro@n# 34 o7t >i#e(% )cce!te# the)tre7.

Print media#

Vi7)?h) #)ir% i7 @7in, !rint e#i) )(7o. Vi7)?h) #)ir% i7 ,i"in, it7 )#7

in ne>7!)!er7 re,@()r(%. P)!h(et7 on i!ort)nce of @7in, "i7)?h)

#)ir% i(? )n# !rec)@tion7 to $e t)?en in 7@er 7e)7on )re $ein,

#i7tri$@te#. The% )(7o cont)in

The #i7)#")nt),e7 of not )int)inin, h%,iene !ro!ert% $% the o@t7i#e

i(? "en#or7. Accor#in, to the )r?et inte((i,ence re!ort7 the% @)(it%


63/94

of the i(? 7@!!(ie# $% 7oe of the !ri")te !eo!(e #o not confir to the

PFA 7t)n#)r#7.

S)(e7 !rootion8

S)(e7 !rootion i7 the ?e% in,re#ient in )r?etin, c)!)i,n7. it c)n

$e #efine# )7 )r#7' #i7co@nt7'etc.'

Ice $oe7 7@!!(ie# to $ooth7 )t /47@$7i#%. Dee! refri,er)tor7

)re 7@!!(ie# free of co7t to i!ort)nt (oc)(itie7 ),ent .

It h)7 )(7o !ro"i#e# infr)7tr@ct@re7 of 7ho!7. A!!roi)te(%

7e"en ()?h7 i7 7!ent on !)rt rent. It !ro"i#e7 e(ectricit% ch)r,e7 of

)ro@n# 5.1 ()?h7 !er)nn@ for )$o@t 344 7ho!7.

Vi7)?h) #)ir% i7 enco@r),in, the con7@er7 to !@rch)7e onth(%

c)r#7. The% )re !ro"i#in, )!!roi)te(% 34 !)i7) for c)r#ho(#er7. Thi7

f)ci(it% i7 "er% con"entient to the c@7toer $ec)@7e the% )re )77@re# of

)")i()$i(it% of i(?. Vi7)?h) #)ir% i7 )(7o )int)inin, ,oo# !@$(ic

re()tion7. There i7 re,@()r chec? @! )t the i(? $ooth7 to ?no> >hether

the !@$(ic i7 f)cin, )n% !ro$(e >ith the $ooth ),ent7.

Pricin,8

Pricin, of )n% !ro#@ct 7ho@(# $e #one >ith ,re)t c)re. There )re

")rio@7 etho#7 in !ricin, )n# e"er% or,)ni)tion >i(( fo((o> ) #efinite


64/94

!ricin, etho#. Pricin, of !ro#@ct >i(( #e!en# @!on the etern)(

en"ironent' co!etitor7 !ricin, etho#'etc.

Vi7)?h) #)ir% )(7o h)"e ) !)rtic@()r !ricin, etho#. The

coittee of e$er7 con7i7tin, of the fo((o>in, !eo!(e #eterine7

!rice of )n% ne> !ro#@ct. The% )re )n),in, #irector' )r?etin,

)n),er )n# fin)nce )n),er.

The !ricin, ")rie7 fro !()ce to !()ce. For e)!(e )$o@t 54 of

the tot)( ,hee i7 e!orte# to o@t of 7t)te )n# re)inin, 34 i7 7o(#

>ithin the 7t)te.

A7 there i7 @7h #e)n# for ,hee in northern re,ion !ricin, of the

!ro#@ct i7 )(7o )#e $% con7i#erin, the (oc)( )r?et of the !ro#@ct' no

of co!etitor7 etc.

Vi7)?h) #)ir% c)n $e con7i#ere# )7 ) 7er"ice 7ector r)ther th)n !rofit

oriente# 7ector. The 7%7te fo((o>e# $% it in !ricin, ) !ro#@ct i7

&OST.

.aed pricing 8

In co7t $)7e# !ricin, the #)ir% fo((o> )$7or!tion co7t !ricin, . thi7

)$7or!tion co7t !ricin, i7 )(7o ?no>n )7 f@(( co7t !ricin,. In thi7 !ricin,

techni@e the @nit co7t of !ro#@ct i7 e7ti)te# )t the nor)( (e"e( of

!ro#@ction )n# 7)(e7. The etho# @7e7 7t)n#)r#7 co7tin, techni@e7

)n# >or?7 o@t the ")ri)$(e )n# fie# co7t7 in"o("e# in !ro#@cin,'

7e((in, )n# )#ini7terin, the !ro#@ct.

The !rice7 $ein, ch)r,e# on e)ch )n# e"er% !ro#@ct (ine

contet of the 7@$;ect. Therefore it i7 e"i#ent th)t the or,)ni)tion i7


65/94

ore 7er"ice oriente# r)ther then the !rofit oriente# >hen co!)re#

>ith the )o@nt >hich 7ho@(# $e )ct@)((% ,i"en to the !ro#@cer7 of

i(?. De!en#in, @!on the @)(it% of i(? the% !ro#@ce the or,)ni)tion

!)%7 the.

CHAPTER ?


66/94

Analysis "

Inter#retation

ANA-YSIS OF THE DATA

6/4 e$er7 fro the ")rio@7 c)te,orie7 >ere con#@cte# #@rin,

the 7@r"e% to ,et fee# $)c? on the 7)(e7 !rootion)( )cti"itie7 of the

"i7)?h) #)ir%.

Per7on)( #et)i(7 8

6. SE MA-E8 664

FEMA-E8 34

3. EDU&ATION LUA-IFI&ATION

INTER 8 41

DEGREE 8 94

P.G 8 34

ITI 8 63


67/94

0.O&&UPATION

EMPO-YEE 8 2/

WORKERS 8 6/

BUSINESS 8 34

HOUSE WIFE 8 34

1. IN&OME

BE-OW /444 8 00

/44464444 8 5/

6444434444 8 63

/. FAMI-Y SIE

3 8 9

0 8 /:

1 8 :3

/ 8 63

: 8 66

ANA-YSIS AND INTERPRETATION OF DATA

#. do you ue mi6 3&odu+t G

S. No O!inion Percent),e of

Re7!on#ent76 %e7 644

3 No 4


68/94

I%te&3&et*tio%: The tot)( 7@r"e% re"e)(e# th)t )(( the !eo!(e7 @7e i(? !ro#@ct7re,@()r(%. Accor#in, to their f)i(% 7ie !eo!(e >ere @7in, #ifferent

)")i()$(e i(? !ro#@ct7 in )r?et.

Hence for the )$o"e infor)tion !eo!(e @7e 644 i(? !ro#@ct7.

#.'i+' mi6 3&odu+t *&e you ui%/ G

S. No Pro#@ct

Percent),e of

con7@er7

6 &@r# 52

3 B@tter Mi(? 52

0 Ice &re) /41 B)#) Mi(? 00


69/94

I%te&3&et*tio%: The tot)( 7@r"e% re"e)(e# th)t the !eo!(e ho> the% )re @7in, i(?

!ro#@ct7. E)ch !ro#@ct h)"in, #ifferent !ercent),e7 re7!ecti"e(%.

The7e )re c@r# con7@e 52 !ercent' $@tter i(? con7@e 52 !ercent'

ice cre) con7@e /4 !ercent * $)#) i(? con7@e 00 !ercent.

Hence fro the )$o"e it i7 e"i#ent th)t the con7@!tion of i(?

!ro#@ct7 hi,h in the #i7trict.

2. 'i+' 3&odu+t t'*t you %o&m*66y ueG

S. No L@)ntit% Percent),e of con7@er76 "i7)?h) #)ir% 51

3 A@( /

0 Herit),e 5

1 -oc)( Ven#er 0


70/94

I%te&3&et*tio%: The tot)( re"e)(e# th)t the !eo!(e >ere @7in, #ifferent

$r)n# i(? !ro#@ct7. In th)t the !eo!(e @7in, "i7)?h) #)ir% 51' )@(

#)ir% /'herit),e #)ir% 5' (oc)( "en#or 0 .hence fro the )$o"e it

i7 )"i#ent th)t the con7@!tion of "i7)?h) #)ir% i(? i7 hi,h in the

#i7trict.

. 'i+' ,*+to& do you +o%ide& to buy mi6

3&odu+tG

S. No F)ctor Percent),e

6 Price /0

3 L@)(it% 54

0 Tie(% A")i()$(e 50

1 P)c? 7ie 00


71/94

I%te&3&et*tio%:The tot)( 7@r"e% re"e)(e# th)t the !eo!(e "ie>7 to $@%

i(? !ro#@ct7. Accor#in, to con7@er7 t)7te )n# !reference7 the%

con7i#er #ifferent f)ctor7. the7e )re the !rice /0.0'@)(it%' tie(%

)")i()$i(it% 50.0')n# !)c? 7ie 00.0. hence fro the )$o"e it i7

e"i#ent th)t the o7t 7@cce77f@( f)ctor i7 tie(% )")i()$(e.

".N*me ome 3&odu+t t'*t you *&e **&e o,

i*'* d*i&yG

S. No Re)7on Percent),e of con7@er7

6 &@r# 95

3 B@tter i(? 99

0 F(o"er# Mi(? 20

1 7>eet7 :2

/ Ghee 54

: U.H.T Mi(? 32

2 P)nner 14


72/94

I%te&3&et*tio%:The tot)( 7@r"e% re"e)(e# th)t the !eo!(e ho> >o@(# >e the )>)re of

"i7)?h) #)ir% !ro#@ct7. &on7@er7 )re )>)re of the7e !ro#@ct7 re7!ecti"e(%

B@tteri(? 95.: !ercent' c@r# 95.:' F()"o@re#i(? 20' S>eet7 ::.:'

Ghee 54 'U.H.T.i(? 32 * P)nner 14 . Hence fro )$o"e it i7 e"i#ent

th)t $@tter i(? )n# c@r# )re ore !o!@()r !ro#@ct7.

!. ;'i+' ,*+to& i%,6ue%+e you to buy i*'* d*i&y

3&odu+tG

S. No F)ctor

Percent),e of

re7!on#ent7

6 Goo# L@)(it% 96

3 Attr)cti"e P)c?in, 53

0 Tie(% A")i()$(e 9/

1 Br)n# N)e 5/


73/94

Inter!ret)tion8 The tot)( 7@r"e% re"e)(e# th)t the !eo!(e )re inf(@ence# $% )$o"e f)ctor7 to

$@% "i7)?h) #)ir% !ro#@ct7. The7e )re ,oo# @)(it% 96 ' )ttr)cti"e !)c?in,

53' tie(% )")i()$i(it% 9/ )n# $r)n# n)e 5/. Hence fro the )$o"e it

i7 c(e)r th)t ,oo# @)(it% )n# tie(% )")i()$i(it% the7e t>o f)ctor7 )re

inf(@encin, on con7@er7 to $@% "i7)?h) #)ir% !ro#@ct7.

:. Do %o@ ?no> )$o@t the f()"or7 of "i7)?h) #)ir% f()"ore#

i(?

S. No Br)n# Percent),e

6 B)#) 93

3 Pine)!!(e /0

0 choco()te 2/

1 !i7t) :1


74/94

Inter!ret)tion 8

The tot)( 7@r"e% re"e)(e# th)t ho> !eo!(e ?no> the f()"or7 of"i7)?h) #)ir% f()"ore# i(?. The7e )re $)#) 93' !ine)!!(e /0 ' choco()te

2/' )n# !i7t) :1.hence fro the )$o"e it i7 e"i#ent th)t $)#) f()"o@r i7the o7t ?no>n to the !eo!(e.

2.>hich f()"o@r #o %o@ con7@e the o7t

S. No F()"or

Percent),e of

re7!on#ent7

6 B)#) 50

3 Pine)!!(e /

0 &hoco()te /

1 Pi7t) 2


75/94

Inter!ret)tion 8 The tot)( 7@r"e% re"e)(e# th)t the !eo!(e >hich f()"o@r con7@ethe o7t.the7e )re the $)#) 50'choco()te /' !ine)!!(e /' )n# !i7t) 2.

Hence fro the )$o"e it i7 e"i#ent th)t $)#) f()"o@re# i(? i7 the con7@eo7t $% !eo!(e.

5. H)"e %o@ e"er @7e# "i7)?h) #)ir% !ro#@ct7

S. No O!inion

Percent),e of

Re7!on#ent7

6 %e7 95

3 No 3

Inter!ret)tion8


76/94

The tot)( 7@r"e% re"e)(e# th)t 95 !eo!(e7 )re @7in,"i7)?h) #)ir% i(? !ro#@ct7 )n# on(% 3 !eo!(e )re not @7in, "i7)?h)

#)ir% !ro#@ct7.

Hence fro the )$o"e it i7 e"i#ent th)t o7t of the !eo!(e in the

cit% )re @7in, "i7)?h) #)ir% !ro#@ct7 )n# 7)(e7 )re hi,h in the #i7trict .

9.Are %o@ @7in, "i7)?h) #)ir% !ro#@ct7 )t !re7ent

S. No O!inion

Percent),e of

Re7!on#ent7

6 %e7 9:

3 No 1

Inter!ret)tion 8


77/94

The tot)( 7@r"e% re"e)(e# th)t 9: !eo!(e )re @7in, "i7)?h)#)ir% i(? !ro#@ct7 )n# On(% 1 !eo!(e )re not @7in, "i7)?h) #)ir%

!ro#@ct7.

Hence fro the )$o"e it i7 e"i#ent th)t o7t of the !eo!(e

)re @7in, "i7)?h) #)ir% !ro#@ct7 )t !re7ent.

64.Do %o@ con7@e f()"ore# i(? C$)#) i(?

S. No F()"or7

Percent),e of

Re7!on#ent7

6 F()"ore# Mi(? 59

3 B)#) Mi(? 66

Inter!ret)tion8


78/94

The tot)( 7@r"e% re"e)(e# th)t the !eo!(e con7@e f()"o@re#i(? C$)#) i(? i7 59 )n# on(% 1 !eo!(e )re not con7@in, i(?

!ro#@ct7.

Hence fro the )$o"e it i7 e"i#ent th)t o7t of the !eo!(e)re con7@e f()"o@re# i(? C$)#) i(?.

66. H)"e %o@ e"er #rin? "i7)?h) #)ir% f()"ore# i(?

S. No No. Of re7!on#ent7

Percent),e of

re7!on#ent7

6 %e7 52

3 No 60


79/94

I%te&3&et*tio%:

The tot)( #@r"e% re"e)(e# th)t the !eo!(e con7@e

f)"o@re# i(?.

Hence fro the )$o"e it i7 e"i#ent th)t o7t of the

!eo!(e )re con7@e f()"o@re# i(?.

63. H)"e %o@ e"er #rin? "i7)?h) #)ir% f()"ore# i(?

S. No F()"or7

Percent),e Of

Re7!o#ent7

6 B)#) 96

3 &hoc)()te /

0 Pin)!!(e 3

1 Pi7t) 3


80/94

Inter!ret)tion 8 The tot)( 7@r"e% re"e)(e# th)t the !eo!(e )re )>)re of"i7)?h) #)ir% f()"o@r7 re7!ecti"e(%. The7e )re $)#) 6' choco()te

/ '!ine)!!(e 3' !i7t) 3.

Hence fro the )$o"e it i7 e"i#ent th)t o7t of the !eo!(e )re$)#) i7 the ?no>n f()"o@re# i(?.

60. >hich f)ctor inf(@ence to #rin? the f()"ore# i(?

S. No Pro#@ct

Percent),e of

Re7!on#ent7

6 T)7te 92

3 P@rit% 94

0 P)c?in, :4

1 N@trition)( ")(@e 34


81/94

Inter!ret)tton 8 The tot)( 7@r"e% re"e)(e# th)t the !eo!(e con7i#er f)ctorinf(@ence to #rin? the f()"o@re# i(? i7 the t)7te 92 '!@rit% i7

94'!)c?),in, i7 34.Hence fro the )$o"e it i7 e"i#ent th)t the t>o

f)ctor7 )re t)7te )n# !@rit% inf(@encin, on the con7@er7 to #rin? thef()"o@re# i(?.

61. Are %o@ 7)ti7fie# >ith the )")i()$i(it% of "i7)?h) #)ir%

f()"o@re# i(?

S. No O!inion Percent),e

6 Ye7 9/

3 No /


82/94

Inter!ret)tion 8 The tot)( 7@r"e% re"e)(e# th)t the 9/ !eo!(e >ith the)")i()$i(it% of "i7)?h) #)ir% f()"o@re# i(?. On(% / !eo!(e )re not

7)ti7fie# >ith the )")i()$i(it% of "i7)?h) #)ir% f()"o@re# i(?.

Hence fro the )$o"e it i7 e"i#ent th)t o7t of the 7)ti7fie# >ith

the )")i()$i(it% of "i7)?h) #)ir% f()"o@re# i(?.

6/.Wo@(# %o@ recoen# thi7 "i7)?h) #)ir% !ro#@ct7 to )

frien#

S. No O!inion Percent),e

6 Ye7 9:

3 No 1


83/94

Inter!ret)tion 8 The tot)( 7@r"e% re"e)(e# th)t the 9: !eo!(e >ith the

)")i()$i(it% of "i7)?h) #)ir% !ro#@ct7 to their frien#7. On(% 1!eo!(e

#oe7 recoen# "i7)?h) #)ir% !ro#@ct7 to their frien#7.

Hence fro the )$o"e it i7 e"i#ent th)t o7t of the !eo!(e

recoen# "i7)?h) #)ir% !ro#@ct7 to their frien#7.

6:.H)"e %o@ e"er f)ce# )n% !ro$(e7 >ith the "i7)?h) #)ir%

!ro#@ct7

S. No O!inion

Percent),e of

Re7!on#ent7

6 %e7 94

3 No 64


84/94

Inter!ret)tion The tot)( 7@r"e% re"e)(e# th)t the 94 !er7on #oe7 not f)ce# )n%

!ro$(e7 >ith the !ro#@ct7.On(% 64 !eo!(e f)ce# !ro$(e >ith the

"i7)?h) #)ir% !ro#@ct7 . the !ro$(e i7 )in(% @)(it% of $@tter i(?

)n# (e77 7er"ice in the r@r)( )re)7.

Hence fro the )$o"e it i7 e"i#ent th)t o7t of the !eo!(e not f)cin,

)n% !ro$(e >ith "i7)?h) #)ir% i(? !ro#@ct7.

62.H)"e %o@ infore# the 7)e to theoffici)(7 of "i7)?h)

#)ir%

S. No O!inion

Percent),e of

con7@er7

6 %e7 4

3 No 644


85/94

Inter!ret)tion8 The tot)( 7@r"e% re"e)(e# th)t the )(( !eo!(e #oe7 not re"e)(

their !ro$(e7 to offici)(7 of "i7)?h) #)ir%.

Hence fro the )$o"e it i7 e"i#ent th)t #)ir% )n),eenton(% to (oo? into the !ro$(e7 of "i7)?h) #)ir% i(? !ro#


86/94

CHAPTER ?

$indin%s,

Su%%estions

and summary

Fi%di%/ :

#. m*&et '*&e o, t'e or,)ni)tion i7 ore .it i7 )r?ert (e)#er .

2.i*'* d*i&y i7 h)"in, ,oo# $r)n# (o%)(it%.


87/94

0. >hen co!)re# >ith the co!etitor7 #)ir% i7 h)"in, ore ")ritie7 of

i(? !ro#@ct7.

1.it h)7 e"en #e"e(o!e# f)e )on, the i(? !ro#@cer7 $% !ro"i#in,

the >ith f)ci(itie7 (i?e ho7!it)(' 7choo( @n#er the n)e of

PMEBHMW tr@7t./.i(? i7 !ro"i#e# to the $ooth ),ent7 on tie. The 7er"ice7 of the #)ir%

)re 7)ti7f)ctor% re,)r#in, the #i7tri$@tion ch)nne(.

:.the !rice ch)r,e 7tr)te,% if #)ir% i7 "er% ,oo# th)t i7 >h% it i7 )$(e to

ret)in coi77ion. A,ent7.

2.)r?et 7h)re i7 #i"i#e# into !)rt7 $% the ei7tin, )n# ne>(% enterin,

co!etitor7.

5.)#erti7eent7 of the or,)ni)tion )re not the e!ecte# i!)ct on the

c@7toer7. A#"erti7eent )>)rene77 i7 "er% (e77.

9.(e77 )o@nt of coi77ion i7 !)i# to the ),ent7.

64.it co@(# not )?e !eo!(e )>)re of the #ifferent !ro#@ct7 !ro#@ce#

$% it the #ifferent !ro#@ct7 !ro#@ce# $% it.66. "i7)?h) #)ir% c)n i!ro"e it7 )r?et 7h)re $% )r?et 7h)re $%

)?in, !eo!(e )>)re of )(( the !ro#@ct7 $ein,7 !ro#@ce# $% it.

63. "i7)?h) #)ir% i7 !ro#@cin, ,oo# n@$er of !ro#@ct7 >hen

co!)re# to the co!etitor7. Thi7 i7 )n )##e# )#")nt),e to the

or,)ni)tion.

60. 7ince i(? !ro#@cer7 )re ,ettin, )n% $enefit7 fro the

or,)ni)tion the% >i(( $% (o%)( to the or),)nition.

61. $% i!ro"in, the )#"erti7in, 7tr)te,% the or,)ni)tion c)n re)ch )((

7ort7 or !eo!(e in the cit% )n# e"er% !()ce >here"er it7 !ro#@ct7 )re

7o(#.

6/. the coi77ion !)i# to the $ooth ),ent7 i7 (e77 >hen co!)re#

>ith the co!etitor7. Thi7 )% (e)# to 7hiftin, of the ),ent7 to the

co!etitor7.

SUMMAR:


88/94

In7!ire of )(( the )$o"e in)#e@)cie7' >hich )re hi,h(i,hte# in the

7@,,e7tion7 the "i7)?h) #)ir% h)7 ) ,oo# $r)n# i),e )n# $r)n# (o%)(t%

)on, the c@7toer7. A(( the e!(o%ee7 )re t)r,et

oriente# in their re7!ecti"e fie(#7. The% cre)te# ) con,eni)( >or?in,

en"ironent )n# >or?in, >ith coor#in)tion to )chi"e"e the @(ti)tet)r,et7 of the "i7)?h) #)ir%.

The or,)ni)tion 7ho@(# oti")te it7 coi77ion ),ent to the

@to7t !o77i$(e etent to it. It h)7 to #e"e(o! it7 !rootion)( )cti"itie7.

Ne> etho#7 of )#"erti7in, i.e. @7in, the e#i) of )#"erti7in, ore

efficient(% )n# inno")ti"e(% 7ho@(# $e #one. &@7toer7 7ho@(# $e )#e

)>)re of the !ro#@ct i of "i7)?h) #)ir% )n# other !ro#@ct7' >hich

the% )re 7e((in,.

SU))ESTIONS RE)ARDIN) CUSTOMERS

Br)n# (o%)(t% in the c@7toer7 7ho@(# $e incre)7e# to !re"ent

the fro 7hiftin, to the co!etitor7. Thi7 c)n $e )chie"e# $%


89/94

7)ti7f%in, the c@7toer ent)((% thro@,h "i7)?h) #)ir% !ro#@ct7 ()%in,

,re)ter e!h)7i7 on !h%7ic)( $enefit7 of the !ro#@ct7.

The !ro#@ct i of "i7)?h) #)ir% i7 not ?no>n to )n% of the

c@7toer7. Therefore c@7toer7 7ho@(# $e )#e )>)re of the "i7)?h)#)ir% !ro#@ct7.

A#"erti7in, i7 not h)"in, e!ecte# i!)ct on the c@7toer7.

A#"erti7in, !)ttern 7ho@(# $e ch)n,e#. Since the co!)n% i7 concerne#

>ith i(? )n# i7 @7e# $% >oen for e"er !@r!o7e of the ho@7e' >oen

7ho@(# )?e )>)re of the !ro#@ct7 )n# their @7),e $enefit7.

Vi7)?h) #)ir% 7ho@(# con#@ct coo?in, co!etition7 to >oen $% @7in,

i(? !ro#@ct7 #)ir%. Thi7 i7 "er% effecti"e >)% of )#"erti7in, the

co!)n%J7 o>n !ro#@ct in the )r?et.

A#"erti7eent7 7ho@(# $e #e7i,ne# in 7@ch ) >)% th)t the% 7ho@(# h)"e

@ni@e co(o@r7' )n# 7h)!e >hen co!)re# to the 7@rro@n#in,

)#"erti7eent7. Thi7 >i(( #efinite(% e%e c)tch% )n# >i(( ret)in in the

in#7 of the "ie>er7 for (on,er tie.

Anno@ncin, inno")ti"e 7chee7 >i(( oti"e the c@7toer7.

Vi7)?h) #)ir% 7ho@(# $e "er% c)ref@( in #eci#in, the e#i) of

)#"erti7in,. The ho)r#in,7 of the )#"erti7eent7 7ho@(# h)"e ) !o7iti"e

i!)ct on the c@7toer7J $r)in

&@7toer7 7ho@(# $e !ro"i#e# >ith !)!h(et7 of "i7)?h) #)ir%

cont)inin, infor)tion re,)r#in, the ")rio@7 !ro#@ct7 of "i7)?h) #)ir%'

their !rice )n# )")i()$i(it%. Thi7 c)n #one thro@,h the $ooth ),ent7.

Booth ),ent7 c)n 7@!!(% then to the c@7toer7 )(on, >ith the i(?

!)c?et


90/94

CHAPTER ?

&I&'I()RAPHY

*+STI(NNAIR

BIB-IO)RAPH

M)r?etin, M)n),eent8 Phi(i! Kot(er


91/94

M)r?etin, M)n),eent8 R))7>)% *N))?@)ri

A#"erti7in, M)n),eent8 P.K. A,)r>)(

A $rief note on V&D 8 Intern)( Recor#7 of the #)ir%

&on7@er7 Beh"io@r 8 -eon,. Schiff)n * -e7(ie

-))r ?)n@?In#i)n con7@er 8 S@$)7h Meh)t)

o@rn)(7 8 B@7ine77 Wor(#.

Infor)tion ,)there# thro@,h intere7t >e$ 7ite7 )re8

.di+e&mi6.+o.u

.*dd*i&y.+om

.mi6.+om

.d*i&y.+om

CONSUMER PERCEPTION

N)e 8

A,e 8
http://www.discvermilk.co.uk/http://www.addairy.com/http://www.milk.com/http://www.dairy.com/http://www.discvermilk.co.uk/http://www.addairy.com/http://www.milk.com/http://www.dairy.com/


92/94

Gen#er 8

L@)(ific)tion 8

Occ@!)tion 8

F)i(% Sie 8

Ann@)( Incoe 8A##re77 8

6. Fro >here #o %o@ ,et the i(?

)+ -oc)( "en#er7 $+ Mi(? $ooth c+ Mi(? !)r(or7 #+ Kir)n) 7ho!7 e+

De!t.7tore7 f+ B% #oor #e(i"er%

3+ Ho> @ch @)ntit% #o %o@ @7e #)i(%

)+ -e77 th)n 4./ (tr $+ 4./ to 6 (tr c+6 to 3 (tr #+ 3 to 0 (tr e+ More

th)n (tr

0+ The !rice of i(? !er (tr th)t )re %o@ @7in, no>

A+31C $+34C c+04C #+other7

1+ N)e the $r)n# th)t %o@ )re )>)re of i(?

)+&@r# $+B@tter i(? c+F()"or7 #+S>eet7

/+ Which $r)n# )re @7in, no>

)+Vi7)?h) #)ir% $+Herit),e #)ir% c+Vi;)%) #)ir% #+Other7

:+ Ho> (on, h)"e %o@ $een @7in, the !)rtic@()r $r)n#

A+ Vi7)?h) #)ir% $+ Herit),e c+ Vi;)% #+ Other7


93/94

2+ Which f()"or #o %o@ con7@e the o7t

)+B)#) $+ &hoco()te c+ Pine)!!(e #+ Pi7t)

5+ H)"e %o@ e"er @7e# "i7)?h) #i)r% i(?* i(? !ro#@ct7

)+ Ye7 $+ No

9+ Are %o@ @7in, the "i7)?h) #)ir% i(?* i(? !ro#@ct7

)+ Ye7 $+No

64+ Do %o@ con7@e f()"or i(? C $)#) i(?

)+ F()"ore# i(? $+ B)#) i(?

66+ H)"e %o@ e"er #rin? "i7)?h) #)ir% f()"or i(?

)+ Ye7 $+ No

63+ H)"e %o@ e"er #rin? "i7)?h) #)ir% f)"ore# i(?

)+ B)#) $+ &hoco()te c+ Pine)!!(e #+ Pi7t)

60+ Which f)ctor inf(@ence to #rin? the f()"ore# i(?

)+ T)7te $+ !@rit% c+ P)c?in, #+ N@trition ")(@e

61+ Are %o@ 7)ti7fie# >ith the )")i()$i(it% of "i7)?h) #)ir% f()"ore#

i(? )n# i(? !ro#@ct7 of "i7)?h) #)ir%

)+ Ye7 $+ No


94/94

6/+ Wo@(# %o@ recoen#e# thi7 "i7)?h) #)ir% #)ir% !ro#@ct7 to )

frien#

)+ Ye7 $+ No

6:+ H)"e %o@ e"er f)ce# )n% !ro$(e >ith the "i7)?h) #)ir% !ro#@ct7

)+ Ye7 $+ No

62+ H)"e %o@ infore# the 7)e to the offici)(7 to "i7)?h) #)ir%

)+ Ye7 $+ No

65+ The nor)( !)c? 7ie th)t %o@ !refer to $@%

A+ Mi(? 344( /44( 6(tr

$+ S>eet7 3/,r 3/4,r /44,r 6?,

c+ P)nnier 3/4 ,r /44,r 6?,

#+ Ghee 344,r /44 ,r 6(tr 6/?,

69+ H)"e %o@ e!erience# #ifference )on, "i7)?h) #)ir% !ro#@ct7

>ith other7

)+ Ye7 $+ No

34+ Wh)t i7 o!inion to the 7)(e7 )n# 7er"ice of "i7)?h) #)ir%

consumer preception-visakha dairy

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