curd diary work

8/6/2019 Curd Diary Work

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OBJECTIVES

y Aim of our market survey is to study on the dairy product µCURD¶ inBangalore

y To study two local brands and two national brands, which is most

prevalent in Bangalore

y To find out which curd brands have most sales.

y Visit the outlets and analyze the market shares.

y Find the difference between the national brands and the local brands.

y Customer preference towards local and national brands.



APPR OACHES

T

he approaches we chose for the market survey is to visit differentoutlets that are selling the dairy product µCURD¶. We chose five

modern retail outlets namely:

i. Big Bazaar (Jayanagar 9th

block)

ii. Super Spencer (Indranagar)

iii. Big Bazaar (Old Madras Road)

iv. Food World (JP Nagar)

v. Reliance Fresh (BTM Layout)

Three standalone super markets namely:

i. Family Super market (Hebbal)

ii. New Super market (CV Raman Nagar)

iii.

Mamta Super Bazaar (JP Nagar)

Three grocery shops namely:

i. Roshan Super Store (Hebbal)

ii. Customer Choice Departmental Store (AbbiyaReddy

layout)

iii. Ganesha Provision Store (AbbiyaReddy layout)

Three Scrambled Merchandise namely:

i. R.T. George Bakery (JP Nagar)

ii. Venketshwara Fruit Juice (Jayanagar 9th

Block)

iii. Sai Travels and Provisions (Indranagar)



OBSERVATION

y All the national brands Nestle and Britannia curd packets were placed at

middle and upper layer in the refrigerators.

y All the local brands such as Nandini and Tirumala curd packets were

placed at bottom layer in the refrigerators.

y Nestle and Britannia curd packets were available in 200 gm and 400 gm

packets.

y Nandini and Tirumala curd packets were available in 250 ml and 500 ml

packets.

y In modern retail outlets, national brand curd packets were more whereas in

standalone super markets, grocery shops and scrambled merchandise local brands were mostly available.

y Nestle is manufacturing curd in three different varieties:

i. Fresh And Natural Dahi

ii. Rich And Creamy Dahi

iii. Nesvita for healthy digestion probiotic Dahi (98% fat free)

y Britannia is manufacturing curd in two different varieties:

i. Daily Fresh Dahi

ii. Daily Fresh Low Fat Dahi (98% fat free)



INFERENCES

Based on the observations drawn from the market survey, the following are

the inferences

The National brand¶s curd are expensive than local brands,

but still most of the modern retail outlets are good at sales of National brands,

because of the customers¶ brand consciousness. In case of standalone super

markets and grocery shops, both national and local brands were preferred.

Here the customers prefer consumption of curd and not the brand.

In scrambled merchandise the customer¶s are mostly

provided with local brands. Nandini and Tirumala are the brands sold where

the sales scale is more than that of the modern retail .The different national

brands of curd are competing against each other, Britannia is competing

against Nestle to capture the market. Britannia is in more demand than

Nestle. In most of the modern retail outlets they are out of stock. The supply

is unable to meet the demand.

Nandini advertises in Doordarshan of Karnataka (DD

Kannada) and most of the local channels of Karnataka, to attract the common

man. Nandini distributes mainly through the local merchandise. Nestle and

Britannia are advertising in the national channels.

Curd is one of the most important diet in Indian families,

they prefer curd for their daily needs .Customers are not that much brand

conscious while preferring curd, they seeks the easy availability of curd.



LEARNINGS AND R ECOMMENDATIONS

The market survey proved to us that µNandini¶ is the market

leader of Curd production and distribution. Even though Nandini

provide low margins to its distributors than the national brands, Nandini

is the market king. The strong distribution channels of Nandini which

reach every nook and corner of Karnataka had made it the market leader.

People mostly prefer shops nearby their homes to buy curd rather

than going to a mall frequently.

In modern retail outlets such as Reliance fresh prefer quantity of

sales of National brands, as told by the sales manager, since they provide

higher margins. Local brands fail in providing this. That is why they are

not much sold in Modern retail outlets.

By this we conclude that if the National brands have to compete

with the local brands, they should increase their supply, they should

widen their distribution channel so that they make it available

everywhere. National brands can opt for another variety of curd at

affordable prices for the common man.



SALES AND R ETAIL MANAGEMENT

MARK ET SUR VEY ON FMCG PR ODUCT ± CURD

SUBMITTED BY: GR OUP 6 (CAPT. KR ISHNAN NAIR)

Abhijeet Kumar

Arti Kumari

Karthika T

Khushboo Purohit

Rajesh Kumar Pradhan

Siddharth Jain

Saurabh Kumar Singh

Shyam Singh

Sudeen Kumar M R

Saurav Priyadarshi

curd diary work

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