1. Acceptance of gagan fresh cream by customer and retailer Partial Fulfilment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India) By Vinay Kumar PG11-048 Under the guidance of Dr. Rajeshwar nath INMANTEC, Ghaziabad Integrated Academy of Management and Technology Ghaziabad Date-25th July 20121

2. Acceptance of gagan fresh cream by customer and retailer Summer project submitted in Partial Fulfilment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India) By Vinay Kumar PG11-048 Integrated Academy of Management and Technology Ghaziabad Date-25th July 20122

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5. PREFACEThis project is on A study on Acceptance of Gagan fresh cream by customers andretailer. This project takes a look at the overall activities of the company, how the companymarketed its products into the noida region. It also makes a theoretical study of CustomersRelationship Management (CRM) and takes a look on how it can be used by company inpractical form. Retailer and customer satisfaction survey has been made to know their viewsand problems. Finding give a clear view of what the customers want. Few realisticsuggestions are given so that company can improve its market shares, profitability and finallyattain the customers satisfaction. ACKNOWLEDGEMENTWritten words have an unfortunate tendency to reduce genuine gratitude into silted formality.However I feel that this is the only way to record ones gratitude.When all work is done, it is a pleasant job to thank all those who were at every instantsupervising me and ensuring the completion of the decoded work.The successful completion of my project can be attributed to the combined efforts made by meand the contribution made in one form or other by individuals we hereby acknowledged.I am extremely thankful to my external project guide Mr. U N Singh and internal project guideDr. Rajeshwar nath for his or her outstanding efforts and for being with me right from thebeginning of my project and guiding me at every step. DECLARATIONI Vinay Kumar a student of PGDM 4th TRIMESTER of Inmantec business school Ghaziabad,2011-2013 , Roll No. PG-11-48 hereby declare that this project report entitled A study onAcceptance aof fresh Gagan fresh cream by customers and retailer in Delhi is writtenand submitted by me under the external guidance of Mr. U N Singh , Excutive _productiveOfficer of, AMRIT C. Limited and under the internal guidance of Dr. Rajeshwar nath .The findings and interpretations in the report are based on both primary and secondary datacollection. This project is not copied from any source or other project submitted for similarpurpose.5

6. IndexS.NO TOPIC PAGE01. PREFACE 502. ACKNOWLEDGEMENT 503. DECLARATION 504. INTRODUCTION OF THE AMRIT FOOD 705. OBJECTIVE OF THE STUDY 1906. RESEARCH METHODOLOGY 1907. DATA COLLECTION AND ANALYSIS 2008. FINDINGS 4209. RECOMMENDATIONS 4410. CONCLUTION 4511. ANNEXURE 4612. PREFERENCE 486

7. COMPANY PROFILEWe are long shelf life milk and liquid milk product manufacturing company.Gagan and Amrit are our renowned brands Mc Donalds, mother diary,haldiram and trax are few of our esteemed clients. We are an ISO 22000certified and Mc Donald,s SQUMS audited company. Our product rangecomprise. Cooking cream, fresh diary cream, liuid coffee cream, flavouredmilk , ice cream. List of Products Marketed by Amrit Food.1) Gagan UHT MilkTonned MilkFat - 3%, SNF -8.5%Double Tonned MilkFat - 1.5%, SNF -9.0%Skimmed MilkFat - 0.05%, SNF - 8.7%Pack Size - 1/2 ltr Aseptic PouchOuter Packaging - 1/2 ltr x 20Shelf Life 30-35 daysNo Refrigeration required till pack opened.2) GAGAN STERLIZED FLAVOURED MILK7

8. Fat-1.5%, SNF-9%Ingredients : Milk, Sugar, flavour & ColourPack Size - 180ml. Glass BottleOuter Packaging - 1 x 18 bottlesShelf Life - 120 daysAvailable in Following flavours: Butter scotch Kesar Badam Elaichi Strawberry Coffee CofeeTofee3) GAGAN FRESH CREAMFat(g)-25Energy(kcal)-239.4%Protein(g) 2.4%Shelf Life - 120 days8

9. Pack Size 250ml*2 packet size with contanerboxthe refiregenerator is important for.fresh creamIce Cream Mix is hygienically packed, bacteria free and has long shelf life. Thisproduct is a ready to use input for Softy making through softy vendingmachines. In addition, Ice Cream Mix can also be used for the following applications: Milk Shake Fruit Cream Fruit Punch Deserts Cake Ice Cream, Fresh cream etc.4) UHT Fresh CreamShelf Life : 60 days.Widely used in:- All vegetable recipe Dal Makhani Shahi Paneer Butter Chicken Soups Curries for all Recipe9

10. 5) Gagan Cafe Shelf Life : 120 days. Enjoy the international flavours in india. Comparable Price. Easy to store. Easy to handle. Easy available.Available in Following flavours: Coffee Hazelnut Cappuccino Coffee Vanilla Coffee Caramel10

11. Manufacturing Facilities Amrit Food possess is an unique and state-of-art facility which is the only oneof its kind in India. As opposed to its competitors Amrit Food uses a direct steaminfusion UHT sterilizer to maintain the natural flavor and freshness of milk as well asits full nutritional values. Amrit Food is also the only one in India having an asepticflexible pouch packaging system for UHT treated long life milk and milk products. Theaseptic pouch is an economical option and also an eco-friendly packaging as it is fullyrecyclable. The plant is located 20 km from Delhi, over a land area of 20,000 sq. mtrs.The manpower strength to run this high tech plant is around 80, which includes entirework force, supervisory and managerial staff. Process Capabilities. PROCESSING :a) UHT Process: We process liquid milk and milk products at a temperature of 140Deg.Cent.and hold it for 3-4 seconds. This process kills all the bacterias present in the milk.In the absence of any bacteria, the shelf life of product is enhanced. We use direct steaminfusion for heating milk as compared to indirect heating method being used in all other dairy11

12. plants in India. This has quality advantage in terms of retention of original dairy taste andwhite colour.This product is packed in aseptic poly pouch. The entire process is closed and aseptic unexposed to the environment and untouched by human hand thereby imparting a long shelflife of 30 days or more to the product in ambient condition.b) Sterilisation: Flavoured milk is filled in glass bottle and crowned on an automatic fillingline. The filled bottle is then sterilised in electronically controlled sterilizer at a temperatureof 120 deg.cent. for 20 minutes. This very high temperature process treatment kills all thepossible bacterias present in the product. This gives four month shelf life to the product.c) Homogenisation: We homogenise the product to break bigger fat particles into small fatparticles. These small fat particles are stable and do not combine again to form big fatparticles. Therefore, there is no fat/cream separation on long standing of our milk or milkproducts. This makes the product creamier and thicker.3. SHELF LIFE OF PRODUCTSWe provide products with extended shelf life (shelf life of upto 7 days in cold store condition)and long shelf life products of minimum 30 days in polypouch and 120 days in glass bottles.4. PRODUCTS:- GAGAN DOUBLE TONED MILK: contains minimum 1.5% fat and 9% SNF (solidnon fat or protein) having shelf life of 35 days at ambient condition. Due to homogenisation,it is creamier and thicker than normal pasteurised milk and therefore, it is good for drinking intea, curd, kheer, custard, etc. There is no formation of layer of fat (malayee) on boiling andhence is liked by children. As it is a long shelf life product and can be kept withoutrefrigeration, there is no need to purchase on a daily basis. As it is already treated at 140 deg.Temperature (Boiling temperature 100 deg.), there is no need for boiling before use.- AMRIT ULTRA PASTEURISED STANDARDISED MILK: It has minimum4.5% fat and 8.5% SNF. It has 7 days shelf life under refrigeration. It can be directlyconsumed without boling as it has ZERO BACTERIA. Due to homogenisation, it is creamierand thicker than normal pasteurised milk and therefore, it is good for drinking, in tea, curd,kheer, custard, etc. There is no formation of layer of fat (malayee) on boiling and hence isliked by children. As it is a long shelf life product and can be kept without refrigeration, thereis no need topurchase on a daily basis. As it is already treated at 140 deg. Temperature(Boiling temperature 100 deg.), there is no need for boiling before use.12

13. - GAGAN INSTANT LIQUID ICE CREAM MIX: It is based on internationalformulation available in 1000ml pack.. It has 90 days shelf life and is to be stored underrefrigeration for best results. It can be directly used with or without flavour and colour tomake delicious softy, deserts, milk shakes and ice cream. Other suggested usages aremocktails, cocktails, smoothies, puddings, etc. You can add seasonal/canned fruits and fruitcrushes to make a wide range of products.- GAGAN FRESH CREAM: It is low fat dairy cream with inimum 25% fat available in1000ml & 250ml packs.. It has a shelf life of 60 days under refrigeration. Due tohomogenisation, it is creamier and thicker. Due to our advance UHT process, it retains itsnatural dairy taste and white colour. It can be used in cooking, fruit salads, mocktails, toprepare curries, etc.- GAGAN COFFEE CREAMER: It has 10.5% fat. Due to homogenisation, there isno fat/cream (Malayee) separation on boiling on long standing. It is to be used directlywithout boiling. It has shelf life of 60 days under refrigeration. It is an ideal product to beadded to coffee or tea instead of regular milk. Quantity used is far less than milk, about 1/3rd.Its addition makes tea/coffee creamier.- COOL M COOKING CREAMER : It has 15% fat and permitted stabilizers and is aproprietary food product. It is available in 500ml pack. The shelf life of cooking creamer is60 days under refrigeration (4-16 deg. cent.). Due to homogenisation, it is creamier andthicker. Due to our advance UHT process, it retains its natural dairy taste and white colour. Itcan be used in cooking, fruit salads, mock-tails, to prepare curries, etc.- COOL M DESSERT MIX : It is dessert mix. This delicious instant dessert mix can beused to make mouth watering desserts such as fruit custard.or simply put in the freezerand can be served chilled.- GAGAN FLAVOURED MILK: It is made of Double Toned Milk which is low in fat(Minimum 1.5%). Homogenisation process makes the product creamier and tastier. It isavailable in six exotic flavours. Quality & food Safety PolicyAMRIT by nature of its definition reflects purity, safety and surety which is theessence of our mission .We are dedicated towards producing pure and wholesomeproducts that are safe for human consumption, which is also our moral and socialresponsibility. We are conscious of providing consistent product quality and service ofour valued customers to their entire satisfaction and delight.AMRIT FOOD shall achieve this through13

14. Complying the customers as well as statutory & regulatory requirements. Establishing and reviewing quality & food safety objectives. Continually improving skills of the employees, Processes and systems. Applying ISO 9001:2000 & HACCP principles that result in production of quality and safe milk & milk products. Receiving inputs (Raw materials) complying to our internal as well as external quality standards. Control of process through system and ensure dispatch of finished goods as per specifications strictly.14

15. QUALITY OBJECTIVESTotal fat losses maximum 0.40% (80% cases) to be achieved by end offinancial year 2007-2008.Total SNF losses Maximum 0.50% (80% cases) to be achieved by end offinancial year 2007-2008Reduction in inventory cost by 10% (includes Stores and Spares only butdoes not include critical spares, crates, wire trays, cans raw materials,packaging materials and finished goods ) to be achieved by end offinancial year 2007 2008.To ensure no product is recalled Food Safety reasons by end of financialyear 2007-2008.15

16. Quality Management SystemAt Amrit, utmost importance is given to quality management systems. Amrits raw milkand other ingredient acceptance procedures are one of the most stringent and rigid inthe industry. Amrit gives due emphasis to food safety tools such as GMP (goodmanufacturing practices) & HACCP (Hazard Analysis and critical control points)programs on regular and ongoing basis. Amrit Food is an ISO-9001 & HACCPcertified unit. SGS, has granted the certification.At AMRIT Food there is an in-house fully equipped laboratory that monitors, inspectsand conducts Tests on raw materials Products in process and Finished Products Microbiological analysis of raw and finished productsThus ensuring that final product going into the market is absolutely safe forconsumption to further our commitment to produce top quality products throughrigorous control and monitoring of Materials and Processes.COMPETITORS OF AMRIT FOOD: PARAS MOTHER DAIRY GOPALJEE AMUL16

17. PROBLEMS OF THE ORGANISATIONAs per My survey of the market I have observed and analyzed the various problems ahead ofAmrit food corp.(GZB).These problems are as follows:According to my opinion I have covered the Noida region and I observed in this region thatthe most of the retailers are not aware about the features of the organization product. It is verybig problem in front of the organization ,they are still preferring other diary product incomparison to Amrit food due to lack of awareness.I have also seen in noida region that many more retailers are willing to keep the amrit foodproduct but they are not getting the supply of the product on daily base so it is also very bigproblem of the organization.Price is the major problem of the organization the retailers was saying according to my surveythat if they are getting the same thing in less price why they will keep the amrit food product.so price is creating a big problem in front of the organization.17

18. FUTURE OF THE ORGANISATIONBehind the success of every organization the main reason is marketing strategy. if theorganization will make good marketing strategy it can easily get the platform in the marketand compete the competitors easily. If the Amrit food will control the price, solve the problemof distributor and increase the advertisement it can easily capture the market and make thegood future.18

19. Objectives of research 1. To analysis the acceptance of gagan fresh cream by the customer in the Noida area. 2. To suggest the better way to improve acceptance of gagan fresh cream. 3. To compare the performance of other fresh cream brand with gagan fresh cream. RESEARCH METHODOLOGYResearch methodology is a way to systematically solve the research problem.TYPES OF RESEARCH:The types of research are exploratory research as well as descriptive research .The objective ofexploratory research is to discover the ideas and insight .The objective of descriptive researchis to find out the facts to develops or understand the present situation.DESCRIPTIVE RESEARCH:It includes survey and fact finding enquiries of different kinds. The major purpose ofdescriptive research is description of the state of affairs as it exists, at present. A wellstructured questionnaire was prepared for the primary research and personal interviews wereconducted to collect the responses of the target population.An online survey was also conducted to know the average rating of the selected companiesincluding Amrit Food.BASIS OF STUDY:The study will be based on primary as well as secondary data.PRIMARY DATAQuestionnaires were designed for both consumers and the different retailers. Important scalesand ranking methods were used for collecting the primary data.19

20. SECONDARY DATAIt has been collected from the organization and distributer and their marketing executives ofthe firm monthly reports, newspapers and magazines and related literature.SAMPLING DESIGN:Sampling Unit: New and existing retailers of the Amrit Food was selected for the purpose ofresearchSample Size: 100 new and existing retailers of each area were considered.Sample Area: The area of the research was Gurgaon & Delhi.Sampling Technique: In this study the respondents were chosen through conveniencesampling.Statistical Tool:Data collection through survey was analyzed with the help of Simple% Tabular& Graphical method that includes both graphs& pie chart. DATA COLLECTION AND ANALYSISAs far as hypothesis is concerned, when I came across wth the topic Acceptance of Gaganfresh cream by customers and retailer in Retailer as well as consumer in the area Gurgaon&Delhi, THE HYPOTHESIS IS TO KNOW POSITIVITY OR NEGATIVITY TOWARDSA PARTICULAR PRODUCT OF AMRIT FOOD Corp. For this I have adopted this questionnaire for Retailer and consumer survey which was helpme to know the present condition of GAGAN Fresh Cream.Sample Size;- 100 RETAILERSArea :- Noida20

21. Data Interpretation and AnalysisBelow given table gives the classification of the respondents based upon their gender: Table: 1.1 No. of Percentage of Total Gender Respondents Respondents Male 66 33 Female 134 67 Total 200 100 Fig: 1.1 Percentage of Total Respondent 67 70 60 50 33 40 Percentage of Total 30 Respondent 20 10 0 Male FemaleInterpretation:Out of 200 respondents, 33% are male and 67% female.21

22. Below given table gives the classification of the respondents based upon their age: Table :1.2 No. of Percentage of Total Age Group: Respondents Respondents 18-25 years 21 10.5 26-35 years 62 31 36-45 years 102 51 Above 45 years 15 7.5 Fig1.2 Percentage of Total Respondent 60 51 50 40 31 30 Percentage of Total Respondent 20 10.5 7.5 10 0 18-25 years 26-35 years 36-45 years Above 45 yearsInterpretation:Out of 200 respondents, 10% are under the age group of18-25, 31%are under the age group of26-35 years, 51% are under the age group of 36-45 years and 7.5% above 45years years ofage.22

23. Below given table gives the classification of the respondents based upon their occupation: Table : 1.3 Percentage of Total Occupation: No. of Respondents Respondents Service 45 22.5 Business 46 23 Self Employed Professional 51 25.5 Student 9 4.5 Home maker 40 20 Retired 9 4.5 Fig : 1.3 Percentage of Total Respondent 30 25.5 22.5 23 25 20 20 15 10 4.5 4.5 5 Percentage of Total 0 RespondentInterpretation:Out of 200 respondents, 22.5% respondents occupation is service and 23% respondentsoccupation is business,25.5% are self employed,4.5% are student,20% are home maker, and4.5% are retired.23

24. Below given table gives the classification of the respondents based upon their education: Table: 1.4 Percentage of Total No. of Respondents Education: Respondents Up to 10+2 7 3.5 Graduate/Diploma 97 48.5 Post Graduate 96 48 Fig : 1.4 Percentage of Total Respondent 48.5 48 50 40 30 Percentage of Total 20 Respondent 10 3.5 0 Up to 10+2 Graduate/Diploma Post GraduateInterpretation:Out of 200 respondents, 3.5% are educated up to 10+2, 48.5% respondents sare graduate anddiploma, and 48% respondents are post graduate.24

25. Below given table gives the classification of the respondents based upon their education: Table: 1.5 Percentage of Total No. of Respondents Annual Family Income: Respondents Rs. 200000-400000 11 5.5 Rs. 400001-800000 62 31 Rs. 800001-1000000 62 31 Above Rs. 1000000 65 32.5 Fig : 1.5 Percentage of Total Respondent 32.5 35 31 31 30 25 20 Percentage of Total 15 Respondent 10 5.5 5 0 Rs. 200000-400000 Rs. 800001-1000000 1000000 Rs. 400001-800000Above Rs.Interpretation:Out of 200 respondents, 5.5% respondents come under the income group of 200000-400000,31% respondents come under the income group of 400001-800000, 31% are come under theincome group of 800001-100000 and 32.5% are come under the income group of above1000000.25

26. Below given table gives the classification of the respondents based upon their brand: Table: 1.6 No. of Percentage of TotalWhich fresh cream brand do you use? Respondents Respondents Amul 80 40 Nestle 31 15.5 Gopal ji 50 25 Gagan 27 13.5 Anyother________ 12 6 Fig 1.6 Percentage of Total Respondent 40 40 35 25 30 25 15.5 13.5 20 15 6 10 5 0 Percentage of Total RespondentInterpretation:Out of 200 respondents, 40% respondents are using amul and 15.5% are using Nestle and 25%are using Gopal ji, 13.5% are using Gagan and 6% respondents are using any other brand.26

27. Below given table gives the no. of respondents satisfied or dissatisfied with their currentbrand: Table : 1.7 Are you satisfied with Percentage of Total your current brand of No. of Respondents Respondents cream? yes 129 64.5 No 71 35.5 Fig : 1.7 Percentage of Total Respondent 64.5 70 60 50 35.5 40 Percentage of Total 30 Respondent 20 10 0 yes NoInterpretation:Out of 200 respondents, 64.5% respondents are satisfied with the brand they are using atpresent and 35.5% respondents are not satisfied with their current brand.27

28. Below given table gives the no. of customers based upon the reason for not satisfying with thebrand: Table : 1.8Reason of not satisfied Percentage of Totalwith current brand No. of Respondents Respondents PoorQuality 16 8 Costly 25 12.5 Nonavailability 17 8.5 Pooradvertisement 13 6.5 Fig : 1.8 Percentage of Total Respondent 35.21126761 40 35 30 22.53521127 23.94366197 25 18.30985915 20 15 10 5 Percentage of Total 0 RespondentInterpretation:Out of 71 respondents, 22.5% respondents are not like their current brand because of poorquality, 35.5% respondents do not satisfied with their current brand because of high price,23.9% respondents are not satisfied because of non availability of their brand and 18.3%respondents do not satisfied with current brand because of poor advertisement.28

29. Below given table gives the no. of the respondents based upon the following parameters whileselecting a particular fresh cream: Table : 1.9 Percentage What is your preference while No. of of Total selecting fresh cream? Respondents Respondents Brand Name 81 40.5 Quality 46 23 Price 50 25 Shelf Life 4 2 Packaging/Handling 13 6.5 All of the above 6 3 Fig : 1.9 Percentage of Total Respondent 40.5 45 40 35 25 30 23 25 20 15 6.5 10 2 3 5 Percentage of Total 0 RespondentInterpretation:Out of 200 respondents, 40% respondents are choice brand on the basis of brand name and23% are selected brand on the basis of quality and 25% are choose brand on the basis of price,29

30. 2% respondents are choose brand on the basis on shelf life and 6.5% respondents are chooseon the basis of packaging and 3% are choose brand on the basis of any other reason.Below given table gives the no. of respondents about their awareness towards gagan freshcream: Table : 2.0 Percentage No. of of Total Respondents Do you know about Respondents gagan fresh cream ? Yes 180 90 No 20 10 Fig : 2.0 Percentage of Total Respondent 90 90 80 70 60 50 Percentage of Total 40 Respondent 30 20 10 10 0 Yes NoInterpretation:Out of 200 respondents, 90% respondents know about gagan fresh cream and 10%respondents do not know about gagan fresh cream.30

31. Below given table gives the no. of customers with the media channel with which they cam toknow about gagan fresh cream: Table :2.1 Percentage No. of of Total I Respondents Respondents How do you know about gagan fresh cream? News paper 27 15 Tv 109 60.55555556 Magzine 34 18.88888889 Pumplet 4 2.222222222 Any other 6 3.333333333 Fig : 2.2 Percentage of Total Respondent 70 60.55555556 60 50 40 30 15 18.88888889 20 10 3.333333333 2.222222222 Percentage of Total 0 RespondentInterpretation:Out of 180 respondents, 15% respondents know about gagan fresh cream through newspaper,60% respondents through TV, 18.8% respondents through magzine, 2.2% respondentsthrough pumplet and 3.3% respondents through any other source.31

32. Below given table gives the classification of the respondents based upon their responsetowards promotion of gagan fresh cream: Table : 2.3 Do you like the promotion of gagan fresh No. of Percentage of Total cream? Respondents Respondents Worst 2 1.111111111 Poor 36 20 Average 134 74.44444444 Good 8 4.444444444 Excellent 2 1.111111111 Fig : 2.3 Percentage of Total Respondent 74.44444444 80 70 60 50 40 30 20 Percentage of Total 20 Respondent 4.444444444 10 1.111111111 1.111111111 0Interpretation:Out of 182 respondents, 1.1% respondents think that promotions of gagan fresh cream isworst, 20% respondents think it is poor, 74.4% respondents think it is average, 4.4%respondents think it is good, and 1.1% respondents think it is excellent.32

33. Below given table gives the classification of the respondents based upon their responsetowards the price of gagan fresh cream: Table : 2.4 Do you think price of gagan fresh cream is Percentage better than other No. of of Total brands? Respondents Respondents YES 19 10.55555556 NO 161 89.44444444 Fig : 2.4 Percentage of Total Respondent 89.44444444 90 80 70 60 50 Percentage of Total 40 Respondent 30 20 10.55555556 10 0 YES NOInterpretation:Out of 180 respondents, 10.55% respondents think that price of gagan fresh cream is betterthan the others and 89.4% respondents think that price of gagan fresh cream is not better thanother competitors.33

34. Below given table gives the classification of the respondents based upon the availability offresh cream: Table : 2.5 Do you think gagan Percentage of fresh cream available No. of Respondents Total in the shop near to Respondents you? Yes 43 23.88888889 No 137 76.11111111 Fig : 2.5 Percentage of Total Respondent 76.11111111 80 70 60 50 Percentage of Total 40 23.88888889 Respondent 30 20 10 0 Yes NoInterpretation:Out of 180 respondents, 23.88% respondents think that gagan fresh cream is available near tothem and 76.11% respondents think that it is not available near to them.34

35. Below given table gives the classification of the respondents based upon their certainparameters about gagan fresh cream: Table : 2.6 Customer satisfaction with the gagan fresh cream on certain parameters % of % of % of % of Excellent Total good Total average Total poor Total BRAND name 0 0.00 84 46.67 84 46.67 12 6.67 Quality 0 0.00 114 63.33 52 28.89 14 7.78 Price 0 0.00 113 62.78 54 30.00 13 7.22 Shelf life 0 0.00 93 51.67 77 42.78 10 5.56 packaging 0 0.00 120 66.67 51 28.33 9 5.00 Fig : 2.6 BRAND name 46.67 46.67 50.00 40.00 30.00 BRAND name 20.00 6.67 10.00 0.00 0.00 Excellent good average poorInterpretation:Out of 180 respondents,46.67% respondents think that gagan fresh cream brand name in themarket is good,46.67% respondents think that gagan fresh cream brand name in the market is35

36. average, and 6.67% respondents think that gagan fresh cream brand name in the market ispoor.Below given table gives the classification of the respondents based upon their Quality: Fig : 2.7 Quality 70.00 63.33 60.00 50.00 40.00 28.89 Quality 30.00 20.00 7.78 10.00 0.00 0.00 Excellent good average poorInterpretation:Out of 180 respondents, 63.33% respondents think that gagan fresh cream quality is good,28.89% respondents think that gagan fresh cream quality is average, and 7.79% respondentsthink that gagan fresh cream quality is poor.36

37. Below given table gives the classification of the respondents based upon their price: Fig : 2.8 price 70.00 62.78 60.00 50.00 40.00 30.00 price 30.00 20.00 7.22 10.00 0.00 0.00 Excellent good average poorInterpretation:Out of 180 respondents, 62.78% respondents think that gagan fresh cream price is good,30%respondents think that gagan fresh cream price is average, and 7.22% respondents think thatgagan fresh cream price is poor.37

38. Below given table gives the classification of the respondents based upon their shelf life: Fig : 2.9 shelf life 60.00 51.67 50.00 42.78 40.00 30.00 selflife 20.00 5.56 10.00 0.00 0.00 Excellent good average poorInterpretation:Out of 180 respondents, 51.67% respondents think that gagan fresh cream self life isgood,42.78% respondents think that gagan fresh cream shelf life is average and 5.56%respondents think that gagan fresh cream shelf life is poor.38

39. Below given table gives the classification of the respondents based upon their packaging: Fig : 3.0 packaging 66.67 70.00 60.00 50.00 40.00 28.33 packaging 30.00 20.00 5.00 10.00 0.00 0.00 Excellent good average poorInterpretation:Out of 180 respondents, 66.67% respondents think that gagan fresh cream packaging is good,28.33% respondents think that gagan fresh cream packaging is average, and 5% respondentsthink that gagan fresh cream packaging is poor.39

40. Below given table gives the classification of the respondents based upon their packaging: Table : 3.1Would you be interested to buy GAGAN Percentage of Total No. of Respondentsfresh cream? Respondents Yes 86 47.77777778 No 94 52.22222222 Fig : 3.1 Percentage of Total Respondents 52.22222222 53 52 51 50 47.77777778 Percentage of Total 49 Respondent 48 47 46 45 Yes No Interpretation: Out of 180 respondents, 47.77% respondents are interested in buying gagan fresh cream and 52.22% respondents are not interested in buying gagan fresh cream. 40

41. Below given table gives the classification of the respondents based upon their packaging: Table : 3.2 Percentage No. of of Total If no, then why? Respondents Respondents High price 55 49.10714286 Poor quality 39 34.82142857 Not available in shops 15 13.39285714 Poor Advertisement 3 2.678571429 Poor product knowledge 0 0 All of the above 0 0 Table : 3.2 Percentage of Total Respondent 49.10714286 50 45 34.82142857 40 35 30 25 13.39285714 20 15 2.678571429 10 0 0 5 Percentage of Total 0 RespondentInterpretation:Out of 94 respondents, 49.1% respondents are not interested to buy gagan fresh creambecause of high price, 34.8% respondents are not interested to buy gagan fresh creambecause of poor quality, 13.3% respondents are not interested to buy gagan fresh creambecause of not available,2.6% respondents are not interested to buy gagan fresh creambecause of poor advertisement.41

42. FINDINGS 1- Out of 200 respondents, 40% respondents are using amul and 15.5% are using Nestle and 25% are using Gopal ji, 13.5% are using Gagan and 6% respondents are using any other brand. 2- Out of 200 respondents, 64.5% respondents are satisfied with the brand they are using at present and 35.5% respondents are not satisfied with their current brand. 3- Out of 71 respondents, 22.5% respondents are not like their current brand because of poor quality, 35.5% respondents do not satisfied with their current brand because of high price, 23.9% respondents are not satisfied because of non availability of their brand and 18.3% respondents do not satisfied with current brand because of poor advertisement. 4- Out of 200 respondents, 40% respondents are choice brand on the basis of brand name and 23% are selected brand on the basis of quality and 25% are choose brand on the basis of price, 2% respondents are choose brand on the basis on shelf life and 6.5% respondents are choose on the basis of packaging and 3% are choose brand on the basis of any other reason. 5- Out of 200 respondents, 90% respondents know about gagan fresh cream and 10% respondents do not know about gagan fresh cream. 6- Out of 180 respondents, 15% respondents know about gagan fresh cream through news paper,60% respondents through TV, 18.8% respondents through magazine, 2.2% respondents through pamphlet and 3.3% respondents through any other source. 7- Out of 182 respondents, 1.1% respondents think that promotions of gagan fresh cream is worst, 20% respondents think it is poor, 74.4% respondents think it is average, 4.4% respondents think it is good, and 1.1% respondents think it is excellent. 8- Out of 180 respondents, 10.55% respondents think that price of gagan fresh cream is better than the others and 89.4% respondents think that price of gagan fresh cream is not better than other competitors. 9- Out of 180 respondents, 23.88% respondents think that gagan fresh cream is available near to them and 76.11% respondents think that it is not available near to them. 10- Out of 180 respondents,46.67% respondents think that gagan fresh cream brand name in the market is good,46.67% respondents think that gagan fresh cream brand name in42

43. the market is average, and 6.67% respondents think that gagan fresh cream brand name in the market is poor. 11- Out of 180 respondents, 63.33% respondents think that gagan fresh cream quality is good,28.89% respondents think that gagan fresh cream quality is average, and 7.79% respondents think that gagan fresh cream quality is poor. 12- Out of 180 respondents, 62.78% respondents think that gagan fresh cream price is good,30% respondents think that gagan fresh cream price is average, and 7.22% respondents think that gagan fresh cream price is poor. 13- Out of 180 respondents, 51.67% respondents think that gagan fresh cream shelf life is good, 42.78% respondents think that gagan fresh cream shelf life is average and 5.56% respondents think that gagan fresh cream shelf life is poor. 14- Out of 180 respondents, 66.67% respondents think that gagan fresh cream packaging is good, 28.33% respondents think that gagan fresh cream packaging is average, and 5% respondents think that gagan fresh cream packaging is poor. 15- Out of 180 respondents, 47.77% respondents are interested in buying gagan fresh cream and 52.22% respondents are not interested in buying gagan fresh cream. 16- Out of 94 respondents, 49.1% respondents are not interested to buy gagan fresh cream because of high price, 34.8% respondents are not interested to buy gagan fresh cream because of poor quality, 13.3% respondents are not interested to buy gagan fresh cream because of not available,2.6% respondents are not interested to buy gagan fresh cream because of poor advertisement.43

44. RECOMMENDATION.Amrit food ltd are doing well but if gagan fresh cream prices can be reduces it will help toincrease sale of the sameAmrit food ltd need to do intensive marketing of gagan fresh cream so that customeraware about the advantages of using the same.amrit food ltd need to make sure that gagan fresh cream is availabe in shoap andnear to prospective customers.44

45. CONCLUSIONThe result of success in todays highly charged competitive market depends not only inproduct innovation and level of productivity but also in hands of efficient service networkwith technological advancements and more adaptability towards information edge.Amrit food ltd needs to reach their prospective customers through intensive outlet network, sothat customer get it when they want it.It has been seen that companies are trying to lower the cost of production and trying to givemore emphasis in creating value added customer base and customer service. It has lead oextreme innovation and cost inclination to the marketer. It is also seen during last few yearsthat the companies, which have more, efficient, and meaningful service network and also thecompanies who have controlled the cost of distribution have eventually controlled the market.Companies are finding that they can attract more customers by giving better service or lowerprices through better physical distribution. On the other hand, companies may lose customerswhen they fail to provide service to its customers at the right time because a satisfied customerbrings five new customers while a dissatisfied customer takes away fifteen.In order to multiply sales volume, only an efficient dealer and retail network can widen thegeographical reach of a companys products.45

46. ANNEXURE1) Gender: a) Male b) Female2) Age Group: a) 18-25 years b) 26-35 years c) 36-45 years d) Above 45 years3) Occupation: a) Service b) Business c) Self Employed Professional d) Student e) Home maker f) Retired4) Education: a) Up to 10+2 b) Graduate/Diploma c) Post Graduate5) Annual Family Income: a) Rs. 200000-400000 b) Rs. 400001-800000 c) Rs. 800001-1000000 d) Above Rs. 10000006) Which fresh cream brand do you use? a) Amul b) Nestle c) Gopal ji d) Gagan e) Any other________7) Are you satisfy with your current brand of cream? a) yes b) No7a) If no, then why? a) Poor Quality b) Costly46

47. c) Non availability d) Poor advertisement7) What is your preference while selecting fresh cream? a) Brand Name b) Quality c) Price d) Shelf Life e) Packaging/Handling f) All of the above9) Do you know about gagan fresh cream ? a) Yes b) NoIf yes than reply the given below answers(a)How do you know about gagan fresh cream? a) News paper b) T v c) Magazine d) Pamphlet e) Any other(b)Do you like the promotion of gagan fresh cream?Scale on the scale of 1-5 (1=Worst, 2= Poor, 3= Average, 4= good, 5= Excellent) a)1 b)2 c)3 d)4E)5(c)Do you think price of gagan fresh cream is better than other brands? a) Yes b) No(d) Do you think gagan fresh cream is available in the shop near to you? a) Yes b) No 10) Where do you rate GAGAN fresh cream in below all criteria? a) Brand Name: Excellent ( ) Good( ) Average( ) Poor( ) b) Quality: Excellent ( ) Good( ) Average( ) Poor( ) c) Price: Excellent ( ) Good( ) Average( ) Poor( ) d) Shelf Life: Excellent ( ) Good( ) Average( ) Poor( ) e) Packaging/Handling: Excellent ( ) Good( ) Average( ) Poor( )47

48. 11) Would you be interested to buy GAGAN fresh cream? a) Yes b) NoIf no, then why? a) High price b) Poor quality c) Not available in shops d) Poor Advertisement e) Poor product knowledge f) All of the aboveYoure Suggestions about the product: ____________________________________________REFERENCE Marketing Management By PHILIP KOTLER www.indiandairy.com www.google.com48