Final Project 2

Shivaji University, Kolhapur
CHAPTER - I
INTRODUCTION TO THE STUDY AND RESEARCH METHODOLOGY
1.1 Introduction of the study:

Gokul Milk is a main brand of the Kolhapur Jilha Dudh Utpadak Sangh Ltd.
Kolhapur. As health drink Gokul milk is very popular milk brand across Kolhapur
market , to make the awareness among the customers of the product the diffeent
promotional activities are to be executed in the target areas of Kolhapur city.just like
the Rajarampuri ,CBS, Mahalaxmi Temple.In this mentioned the areas famous tea stalls
are available.with the help of this areas I have studied all about the different tea stalls.
it is used for the study for the analysis of the market and customers towards the product.
It is important for the study of improvement for the established market development
and analyses the market strategy for the developed the product and market expansion
of the various product of GOKUL milk product.
Every business organization want to maximize their profit it based on customers.

Because customers is the kings of market . Toaday customers is looking value for
money .The challenge before the market is to identify what value would appeal &
convenience the customers .But the focus & challenges before every firm is to rebuild
itself around its customer. It should be able to peruse interpret & satisfy the customer
with the type of products the customer with the types of products services he or she
desire & arm itself so us to gain a in competitive aged of customers.
As the 21st century comes has comes to a close & we have moved , we
can see many development & changes taking places around us with all the industrial &
firms within each industry trying to keep pace with the changes & diverse needs of the
people through for decades together marketers have regarded customers as the kings &
evolved all activities to satisfy him / her . This concept is gaining more momentum &
importance today .
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This can largely be attribute to the prevailing market situation .Not only
has competition become instead but over above with the market being flooded with
many me too product .The challenge before the marketer is to understand the diversity
of customers behavior & offer goods & services adoringly .Today the company image
is build & made known by its customers. This report analyzes the parameters involved
in market potential.
The report is divided into three parts. The first parts will give information about
company and then theoretical background on this project topic. After that what is
objective of this work, what is the scope of this project and what are the limitation of
this project .
The second part will be the research methodology and data analysis. In this we will see
the characteristics of the population, their size, and how the data is collected. Then in
data analysis part will give whole detailed information about the data collected,
collated. Where charts, tables, bar diagram, pie charts will come to make the data more
meaningful. At the last part i.e. in third part of report we will observe certain trends like
beliefs and disbeliefs, consumer preferences, etc ie. whole project observation and
conclusion. And then at last, recommendations for the market potential where I worked.
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1.2 Objectives of the study:
1. To study requirement of milk by tea stall in Kolhapur city.

2. To analyze market potential of milk for tea stalls in Kolhapur city.
1.3 Importance of the study:
As there is no direct contact between the customer and company, it is a one type of
communication between gokul milk and customer. As there is a face to face
communication with the customer, it is easy to understand the customers feelings.
To draw conclusion from study and offer suggestion for effective marketing of milk
products.
1.4 Scope of the study:
1. The scope of the study covers opinion of tea vendors regarding the service
facility provided by milk companies.
2. Research and analysis on market potential of milk in Kop.
1.5 Limitations of the study:
1. The study is subject to the limitation of time.

2. The study is limited to the area covered under the study and it may not be
applicable in other area.
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1.6 Research methodology and data collection:
The process used to collect information and data for the purpose of making
business decisions. The methodology may include publication research, interviews,
surveys and other research techniques, and could include both present and historical
information.
Research in common parlance refers to a search for knowledge Research can be

defined, as "A Scientific and systematic search for pertinent information on a
specific topic" In fact research is an art of scientific investigation, random and
moray define research as a "Systematized effect to gain new knowledge".
a) Data Collection:
Every decision poses unique needs for information, and relevant strategies can
be developed based on the information gathered through research. Research is the
systematic objective and exhaustive research for the and study of facts relevant to
the problem.
Research design means the framework of study that leads to the collection and
analysis of data. It is a conceptual structure with in which research is conducted. It
facilitates smooth sailing of various research operations to make the research as
effective as possible.
 Primary Data:
Primary data are those collected by the investigator himself for the first time
and thus they are original in character, they are collected for a particular purpose.
well-structured questionnaire was personally administrated to the selected sample
to collect the primary data.
a. Structured Questionnaire Method
b. Interview/ Discussion Method
i) Questionnaire Method:
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For the collection of the data the questionnaire method was used. Sample was
selected from different areas of Kolhapur city. Sample size was 120 for consumers of
organization products. The survey was undertaken in Kolhapur city because
organization have a large sale in Kolhapur city.
ii) Discussion Method:

Other method used for primary data collection is discussion method. Direct
informal interviews were conducted with various offers from marketing department.
 Secondary Data:
Secondary data are those, which have already been collected by some other
persons for their purpose and published. Secondary data are usually in the shape of
finished products.
Secondary data collected through following sources.
a) Company Record
it is collected through literature available from company records.
b) Website
The second source for collecting data is website of the company.
c) Reference Book
The third sourced used by researcher to collect the data are reference book
and journal.
b) Sampling Design:
 Sample:
Tea stall vendors in Kolhapur city we have taken from different places just like
Rajarampuri, CBS, Mahalaxmi Temple and Near Rankala lake.
 Sampling Unit:
Sample unit which was taken for this study was Kolhapur city.
 Sample Size:
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120 tea stall vendors where have taken for the study.
 Sampling Method:
Sample where taken from 4 direction of Kolhapur city that are north, east,
west, south. From each direction 30 tea stall vendors have been chosen by
convenience sampling method.
c) Field Survey:
The field survey was carried out during the study. In case of consumer survey,
customers were selected from different parts of Kolhapur city by visiting
personally. For the purpose of interview, questionnaire was prepared. Questionnaire
is mainly designed to know what are the opinions of customers about milk.
1.7 CHAPTER SCHEME:
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1) Introduction :
In this chapter the introduction of the company and the topic is covered and also
covers the research methodology used to collect the required information.
2) Company Profile:
This Chapter includes the company profile and the history of company.
3) Theoretical Background :
This topic covers the theoretical background of the study which is “A STUDY
OF MARKET POTENTIAL OF MILK”
4) Data presentation and interpretation :
This topic deals with presentation of the collected data and information and the
interpretation.
5) Findings and observations :
This topic deals with the findings of the study.
6) Suggestions and conclusion :
This topic gives an idea about what suggestion have we given for the study.
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CHAPTER - II
THEORETICAL BACKGROUND
MARKET POTENTIAL:
Decisions related to products and services - where to offer them, how to set
revenue targets for them, how much to spend in support of them - all start with a
realistic, accurate and confident understanding of Market Potential.
“A Market Potential is an estimate of the maximum possible sales opportunities

present in a particular market segment and open to all sellers of a good or service during
a stated future period.”
A market potential indicates how much of a particular product can be sold to a

particular market segment over some future period assuming the application of
appropriate marketing methods.
Market Potential data measures the likely demand for a product or service in a
county, ZIP Code, or any other defined trade area. Businesses and other organizations
use Market Potential data to make decisions about where to offer products and services.
A Market Potential is an estimate of the maximum possible sales opportunities

present in a particular market segment and open to all sellers of goods or services during
a stated future period.
Thus, a market potential indicates how much of a particular product can be sold
to a particular market segment over some future period, assuming the application of
appropriate marketing methods.
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Sales potential:
A sales potential is an estimate of the maximum possible sales opportunities

present in a particular market segment and open to a specified company selling a good
or service during a stated future period. Thus, sales potential represents sales
opportunities available to a particular manufacturer, while market potential indicates
sales opportunities available to entire industry.
With Market Potential Data One Can-
Optimize organization merchandise mix
Develop successful advertising and marketing plans
Decide which expansions are most profitable
Increasing Share of Wallet/Untapped Potential
Increasing market share requires an understanding of "Untapped Potential,"

which is different than simply taking the difference between Total Potential and your
current market share.
Maximize Marketing Budgets & Efficiencies
With a realistic picture of Market Potential you can focus resources

intelligently, maintaining a presence where you're strong and investing heavily where
opportunity is greatest i.e., investing marketing budget more effectively.
Set Aggressive & Attainable Revenue Targets
The best way to establish revenue goals and sales quotas for products, territories
or stores/branches is to base them on the true consumer demand/market potential within
the area.
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Sales Forecast:-
A sales forecasting is an estimate of sales in physical units in a future

period under a particular marketing program and assumed set of economic and other
factors outside the unit for an entire product line. It may be for a manufacturer’s entire
marketing area or for any sub-division of it. Such forecasts are short term or operating
it is important to the sales executive.
 ANALYZING THE MARKET POTENTIAL:
Market Identification:-
The first step in analyzing a product’s market potential is to identify its

market. Market identification required finding out
Who buys the product?
Who use it?
Who are the prospective buyers and users?
Some companies find answer to these questions in their internal records

but most of the companies especially those that use long marketing channels, in
consumer- good marketing, Buyers, user, and prospectus are identified and classified
according to such characteristics as age, sex, income, and social class. In Industrial
goods marketing, buyers, users, and prospectus are identified and classified by size of
firm, geographical location, type of industry and the like.
Market identification studies reveal the characteristics that differentiate the

market segments making up the product’s market potential. market identification
studies provides, as a side result, customer data on such factors as purchase frequency,
searching time expended unit of purchase, and seasonal buying habits. When assembled
and analyzed, these data help in estimating market potential.
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Market Motivation:-
The second step in analyzing market potential is to detect the reasons why
customers buy the product and the reasons why potential customers might buy it.
Market motivation studies answer twin questions: why do people buy? & why don’t
buy?
The answer helps not only in estimating market potential but assist the sales
executive to increase the effectiveness of promotional programs.
Motivation research techniques vary, but the most widely used are the
projective techniques, in which respondents projects themselves, their attitudes
interests and opinions into interpretation of special materials presented by the
researcher. Analysis of results by trained specialist lays bare what goes on in buyer’s
minds, including, importantly, the real reasons for buying or not buying the product.
Most motivation studies are directed towards explaining the buying behaviour of
ultimate consumers rather than industrial users.
Information from motivation studies helps not only in estimating a

product’s market potential but also assists in deciding
1. How best to present the product in sales talks
2. The relative effectiveness of different selling appeals
3. The relative appropriateness of various promotional methods
Analysis of Market Potential:-
Third Step is to analyze the market potential. Market potential can not be analyze
directly, so analysis make use of market factors (Market factor is a market feature or
characteristics related to the product’s demand) using market factor for analyzing
market potential is a two step process

1. Select the market factor associated with the product’s demand
2. Eliminate those market segments that do not contain prospective buyers of

the product.
Why Use Market Potential Data:
Market Potential data helps companies to understand, predict, and influence

consumer behavior by providing insight into areas with the highest growth potential.
This allows you to make informed decisions about products and services based on the
latest trends and consumer demand.
Market Research:
Research is a systematic and objective investigation of a subject or problem in

order to discover relevant information or principles. It can be considered to be either
primarily fundamental or applied in nature. Fundamental research, frequently called
basic or pure research, seeks to extend the boundaries of knowledge in a given area with
no necessary immediate application to existing problems, for example, the development
of a research method that would be able to predict what people will be like x years in
the future. In contrast, applied research, also known as decisional research, attempts to
use existing knowledge to aid in the solution of some given problem or set of problems.
Marketing research assists in the overall management of the marketing

function. A marketing manager must prioritize the more important and pressing
problems selected for solution, reach the best possible solution based on the information
available, implement the solution, modify the solution when additional information so
dictates, and establish policy to act as a ready-made solution for any recurrence of the
problem.
Marketing research often focuses on understanding the “Customer” (purchasers,

consumers, influencers), the “Company” (product design, promotion, pricing,
placement, service, sales), and can also be expanded toward the environment to include
“Competitors” (and how their market offerings interact in the market environment).
The task of marketing research is to provide management with

relevant,accurate,reliable,valid and current market information. Competitive
marketing environment and the ever-increasing costs attributed to poor decision
making require the marketing research provide sound information. Sound decisions
are based on gut feeling, intuition, or even pure judgment.
 THE BASIC RESEARCH PROCESS :
How is marketing research actually conducted? What are the general steps in
completing a research project? These questions are answered in the steps of the research
process. While the steps are shown as a linear process, some of the steps may be
performed simultaneously, such as selecting data collection techniques and sample
design. There are other times when “later” decisions influence decisions that are made
early in the research planning process. For example, desired analysis techniques often
influence the selection of data collection techniques (e.g., measurement) and sample
design.
The Research Process It is important to carefully plan the research process and
formally recognize the relationship between the stages. The researcher should write a
formal plan for the project, including the background information and statement of
objectives, which then becomes the master guide for implementing and controlling the
research project. Each step in this research process will now be introduced.
 Research Process:

PROBLEM FORMULATION
METHOD OF INQUIRY
RESEARCH METHOD
RESEARCH DESIGN
DATA COLLECTION TECHNIQUES
SAMPLE DESIGN
DATA COLLECTION
7) DATA COLLECTION:
ANALYSIS AND INTERPRETATION
THE RESEARCH REPORT
1) PROBLEM FORMULATION:

In a very real sense, problem formulation is the heart of the research process.
As such, it represents the single most important step to be performed. From the
researcher’s point of view, problem formulation means translating the management
problem into a research problem. As previously discussed, in order to formulate an
appropriate research problem, the researcher must understand the origin and nature of
management’s problem and then be able to rephrase it into meaningful terms from an
analytical point of view. This involves timely and clear communication between
manager and researcher.
The end result of problem formulation is a statement of the management

problem that is analytically meaningful and that often points the way to alternative
solutions. An accurate problem formulation specifies the types of information needed
to help solve the management problem. In short, quality thinking about a problem prior
to data collection largely determines the quality of data collection, analysis and problem
solving.
2) METHOD OF INQUIRY:
Market researchers look to the scientific method as the source of their

investigative methods. Even though this method is not the only one used, it is the
standard against which other investigative methods are measured. The scientific
method makes great use of existing knowledge both as a starting point for investigation
and as a check on the results of the investigations (i.e., a test of validity). Its most
distinctive characteristic is its total lack of subjectivity.
The scientific method has evolved objective and rigid procedures for verifying
hypotheses or evaluating evidence. It is analytical in its processes and is investigator
independent. Thus, the scientific method is for the most part logical and objective, and
frequently makes extensive use of mathematical reasoning and complicated
experiments. 9 Scott M. Smith and Gerald S. Albaum, An Introduction to Marketing
Research, © 2010 The goal of a scientific methodologist, also called an objectivist, is

to run a hypothesis test using publicly stated procedures that are investigator-
independent.
 Formulate a problem
 Develop a hypothesis
 Make predictions based on the hypothesis
 Devise a test of the hypothesis
 Conduct the test
 Analyze the results
Even though the terminology used is that associated with basic research, the process
described is analogous to that of decision making. Although the steps are the same,
there are differences in the way in which the steps are performed and in the underlying
assumptions about behavior. For example, the essential difference between the
objectivist and the subjectivist is the latter’s allowance for use of subjective judgments
both when collecting data and when analyzing data.
This objectivist-subjectivist distinction has very practical meaning, particularly

when considering the use of outside research suppliers. There are commercial research
firms that tend to specialize in one or the other method of inquiry. Objectivist-based
research is often called quantitative research, whereas subjectivist-based research is
often called qualitative research.
3) RESEARCH METHOD:
Whether a particular method of inquiry is appropriate for a research problem

depends in large part on the nature of the problem itself and the extent or level of
existing knowledge. In addition to selecting a method of inquiry, the research planner
must also select a research method. Two broad methodologies can be used to answer
any research question–experimental research and non-experimental research. The
major advantage of experimental research lies in the ability to control extraneous
variables and manipulate one or more variables by the intervention of the investigator.

In non-experimental research, there is no intervention beyond that needed for purposes

of measurement.
4) RESEARCH DESIGN:
Research design is defined as the specific methods and procedures for acquiring
the information needed. It is a plan or organizational framework for doing the study and
collecting the data. Research designs are unique to a methodology.
5) DATA COLLECTION TECHNIQUES:
Research design begins to take on detailed focus as the researcher selects the
particular techniques to be used in solving the problem formulated and in carrying out
the method selected. A number of techniques available for collecting data can be used.
Some techniques are unique to a method of inquiry. For example, many of the
qualitative research techniques, such as projective techniques, are used only in
subjectivist-type research. In general, data collection uses either communication or
observation. Communication involves asking questions and receiving responses. This
process can be done in person, by mail, by telephone, by e-mail, and over the Internet.
In most instances this constitutes the broad research technique known as the
survey. In contrast to this process, data may be obtained by observing present or past
behavior. Regarding past behavior, data collection techniques include looking at
secondary data such as company records, reviewing studies published by external
sources, and examining physical traces such as erosion and accretion. In order to collect
data from communication or observation there must be a means of recording responses
or behavior. Thus, the process of measurement and the development of measurement
instrument are closely connected to the decision of which data collection technique(s)
should be used. The relationship is two-way. That is, the structure and content of the
measurement instrument can depend on the data collection technique, and measurement
considerations often influence technique selection.
6) SAMPLE DESIGN:

Rarely will a marketing research project involve examining the entire

population that is relevant to the problem. For the most part, practical considerations
(e.g., absolute resources available, cost vs. value, etc.) dictate that one use a sample, or
subset of the relevant population. In other instances the use of a sample is derived from
consideration of the relevant systematic and variable errors that might arise in a project.
11 Scott M. Smith and Gerald S. Albaum, An Introduction to Marketing Research, ©
2010 In designing the sample, the researcher must specify three things:
1. Where the sample is to be selected
2. The process of selection
3. The size of the sample.
The sample design must be consistent with the relevant population, which is
usually specified in the problem-formulation stage of the research process. This allows
the data obtained from the sample to be used in making inferences about the larger
population. The process of sample selection may be done by probability or non-
probability methods. In probability sampling every element in the population has a
known nonzero probability (chance) of being selected for inclusion in a study. In
contrast, a non-probability sample is one selected on the basis of the judgment of the
investigator, convenience, or by some other means not involving the use of
probabilities.
7) DATA COLLECTION:
Data collection begins after the previous six stages of the research process are
complete. Data collection, whether by communication or observation, requires the use
of data collection personnel which then raises questions regarding managing these
people. Because data collection can be costly, firms often utilize outside limited-service
research suppliers, particularly when the extent of in-house research activity does not
warrant the cost of having permanent data collection personnel. Also, project design

may require specialized data collection, which might best be obtained from an outside
supplier.
The working relationship between the data collection agency (a so-called field
service) and the research supplier or client is a major factor affecting the quality of
fieldwork and data collection. A study of marketing research firms found that the major
barriers to the communication of information from clients to research suppliers to field
service firms were insufficient information supplied by the client, the research supplier
as an intermediary between client and field service firm, and lack of client interest in
data collection (Segal & Newberry, 1983). The major suggestion for improving
communication is for clients to provide more information to both suppliers and field
service firms. Another way to overcome communication barriers is for the field service
to be consulted on such major issues as scheduling, costs, and purpose of the study.
Finally, it was suggested that two-way communication with suppliers be established or
strengthened. Although this study was conducted more than 20 years ago, these are
enduring problems that exist today.
8) ANALYSIS AND INTERPRETATION:
Data that are obtained and presented in the same form as originally collected are
seldom useful to anyone. Data must be analyzed. The data must be edited, coded, and
tabulated before performing formal analyses such as statistical tests. The types of
analyses that can be properly performed depend upon the sampling procedures,
measurement instruments, and data collection techniques used. Consequently, it is
imperative that the techniques of analysis, associated descriptive or prescriptive
recommendation types, and presentation formats be selected prior to data collection.
9) THE RESEARCH REPORT:
The culmination of the research process is the research report. It includes a clear,
accurate, and honest description of everything that has been done and the results,
conclusions, and— whenever possible—recommendations for courses of action. Two
critical attributes of the report are that it provides all the information readers need using

language they understand (completeness) and that it contains selective information

chosen by the researcher (conciseness). These attributes are often in conflict with each
other. Two approaches can be taken to ensure that this conflict is not a problem. One
approach involves preparing two reports:
(1) A technical report that emphasizes the methods used and underlying
assumptions, and presents the findings in a detailed manner; and
(2) A popular report that minimizes technical details and emphasizes simplicity.
The second approach is concerned with how the report is communicated. Because
people vary a great deal in how they are affected by different forms of communication,
the ideal reporting process should try to encompass all major forms.
Thus, a written report, by itself, may be inadequate and only an invitation to

inaction. There are simply a lot of people who, for various reasons, don’t respond to the
printed word. There are still more that, although they may respond, will often
misunderstand the meaning of what is written. For these reasons, it is vitally necessary
to get management to sit down with the research manager, or with the researcher and
the outside research firm, in a face-to-face reporting situation.
 Role of Market Research:
The task of marketing research (MR) is to provide management with relevant,

accurate, reliable, valid, and current market information. Competitive marketing
environment and the ever-increasing costs attributed to poor decision making require
that marketing research provide sound information. Sound decisions are not based on
gut feeling, intuition, or even pure judgment.
Managers make numerous strategic and tactical decisions in the process of

identifying and satisfying customer needs. They make decisions about potential
opportunities, target market selection, market segmentation, planning and
implementing marketing programs, marketing performance, and control. These

decisions are complicated by interactions between the controllable marketing variables

of product, pricing promotion, and distribution. Further complications are added by
uncontrollable environmental factors such a general economic conditions, technology,
public policies and laws. political environment, competition, and social and cultural
changes. Another factor in this mix is the complexity of consumers. Marketing research
helps the marketing manager link the marketing variables with the environment and the
consumers. It helps remove some of the uncertainty by providing relevant information
about the marketing variables, environment, and consumers in the absence of relevant
information, consumers response to marketing programs cannot be predicted reliably
or accurately. Ongoing marketing programs provide information on controllable and
non-controllable factors and consumers: this information enhances the effectiveness of
decisions made by marketing managers.
Traditionally, marketing researchers were responsible for providing the relevant

information and marketing decisions were made the managers. However, the roles are
changing by and marketing researchers are becoming more involved in decision
making. Whereas marketing managers are becoming more involved with research. The
role of marketing research in managerial decision making is explained farther using the
framework of the "DECIDE model.
 objectives of Market Research:
1) To Know the Buyers:
Marketing is to do with people, product of transfer. Each firm is to know about

all those persons who are willing to pay for the firm's or services. This knowledge
pertains to buyer variables such as number of buyer's frequency of buying regional
location social category and so on. Useful information may emerge if above based basic
data are made available.
Thus, the data may indicate that in some areas sales are highly concentrated
while in some sporadic and widespread. If such useful information is made available

for several years, growth rate can be found out: variance can be traced and enquired
into so that market potential is made known.
2) To Measure the Impact of Promotional Efforts:
In modem days of changing marketing conditions, it is quite likely that a

company may follow different strategies to promote a product of a service. Promotion-
mix or the communication-mix today is consisting of three major elements, namely,
advertising, personal selling and sales promotion.
Each element has sub elements. It is quite possible that some promotional
strategies are strikingly appealing and some are total flop.
Though some are successful, the overall analysis gives unexpected poor results.
Research in these areas of promotion mix effectiveness will enable the researcher to
gauge the strength and weakness of the mix components so that it can be suitably
changed to better the results.
lt reduces to a very great extent in detecting the point of satisfaction contribution

of a medium or a vehicle in a medium. In effect, it helps in cutting the dead weight to
restore the sound health.
3)To Know Consumer Response:
Any consumer oriented company cannot remain contended if it ‘somehow’

makes it possible to reach the target sales. more keen on knowing consumer response
for its efforts of delivering the products.
study of consumer response can also be known market product testing. An alert
company monitors the consumer reactions to the product so released in the market.
In other words, the company is eager know consumer opinion about the degree
of satisfaction or dissatisfaction that the product has generated or caused. Such clues
pave the way for product improvement in terms or quality. design, size color.
appearance, packing packaging materials. distribution methods and so on.

Thus, market product testing helps in sound product planning and improved
product development to meet the much desired consumer needs.
4) To Know Market Costs and Profits:
There has been a hue and cry all over the world that marketing costs have
escalated to such an extent that optimization of profit has become a big problem.
Marketing cost is an input employed by a company to execute its marketing program
and is used as a standard measure of performance.
Research relating to total marketing costs and their break-up helps in appraising
and indicating these marketing policies and procedures whose cost is not commensurate
with the results.
It makes marketing management cost conscious Research has the objective of

cost control and reduction so that the consumers are given reduction in prices and a rise
in profit to the marketers. performance by regions.
Cost analysis leads to profit analysis that gives profit certain changes of
products and customers. These findings of cost behavior impel adjustments in
promotion, pricing and distribution.
5) To Master the External Forces:
The firm's policies and strategies undergo change as warranted by the internal
controllable factors and external uncontrollable forces. Each company needs reliable
information a competitor's moves. the company's share in the market, and developments
in foreign markets, governmental policies. technological changes ecological variations.
consumer incomes, consumer spending new products substitutes and the like.
These are the forces that keep on changing themselves and making the firms
ange accordingly Research in these areas is a must to survive and survive successfully,
Research makes firm adaptive as it gets innovative.
7) To Design and Implement Marketing Control:

Marketing control is the final or terminal job in the marketing management It

is the task of monitoring and feeding back the marketing performance and its
measurement and evaluation against the planned performance standards so as to
identify deviations, correct them as they occur and provide input for plan revision.
Marketing planning or sales forecasting leads to development of marketing

control process. Plans have no meaning unless they are malerialized. Control decides
whether the actual efforts are in tune with planned course.
 Scope of Market Research:
The scope of marketing research covers following areas.
a) Research on Products:
1. Products involve goods and services. This branch of marketing research

covers all the issues related to firm's products
2. It studies and solves the product-related problems.
3. Study of products' qualities and performance.
4. Study of physical and psychological characteristics of product.
5. Determining uses of the existing products.
6. Comparative study of competitive products
7. Detecting consumers problems related to the products.
8. Determining need for developing new products.
9. Assessing success of a new product in market, including market testing
10. Product life cycle and consumer adoption study of branding, packaging,
labeling, after sales services and remarking
b) Research on Market:

This area of marketing research deal with market consumers. It studies

characteristics and compositions of the target markets. covers both current as well as
potential markets.
This branch includes:
1. Defining and selecting target market

2. Studying needs and wants of target market.
3. Study of size and location of current market.
4. Assessing the current market trends and projecting the future trend
5. Analysis of territorial sales opportunities and potential
6. Setting sales territories and sales quotas.
7. Market share analysis
8. Studies on relative profitability of different markets
9. Estimating demand of a new product.
c) Research on Sales Methods and Policies:
This area of marketing research, particularly concerns with study and analysis
of the sales-related activities. Various aspects covered under this head may be listed as
below:
1. Study and analysis of sales records

2. analysis of sales territories in terms of products, size of orders. times, terms
and conditions and methods.
3. Study on activities and effectiveness of salesmen.
4. Evaluating existing selling methods.
5. Sales force management including size, pensation, training, control etc.
6. Study on effect of various promotional tools such as advertising personal
selling, sales promotion, and publicity tools on sales.
7. Study on organization structure of sales department

d) Research on Advertising:
Advertising is one of the powerful methods of market promotion. Major part of

promotional budget is ted to advertising activities. Therefore, it is imperative to conduct
research on various aspects related to advertising.
Under this area, at least following aspects are covered:
1. Comparative study of various elements of promotion.

2. Study on advertising objectives, media selection. advertising message.
theme, copy, and advertising agency
3. Social aspects of advertising negative and positive effects of advertising on
society at large.
4. Advertising role in different stages of product life cycle.
5. Government restrictions on advertising.
6. Study on cost and contribution of advertising or effectiveness evaluating
advertising.
7. Study of competitors' advertising practices & strategy.
e) Research on pricing:
Price is an important element of marketing mix. In Developing and

underdeveloped countries, price plays a vital role.
This branch covers:
1. Study on pricing objectives..

2. study on effectiveness of pricing policies and strategies
3. Study of various methods for setting price.
4. Quality/s value analysis
5. New product and pricing policies.
6. study on effect of discount allowance, and seasonal variables.
7. Pricing strategies on different stages of product life cycle.

f) Research on Distribution:
In today's marketing, distribution has unique role to determine success of

product. A marketer can contribute to total consumer satisfaction by designing
appropriate distribution network. Physical distribution and distribution channel are two
important components of such research.
This area includes:
8. Assessing role of distribution decisions in achieving marketing goals.

9. Comparative study of between direct and indirect distribution
10. Physical distribution and ancillary services.
11. study on various types of channels of distribution
12. Study on relevant factors affecting channel decision selection
13. Comparing company's distribution strategies with competitors.
14. Relevance of online marketing.
15. Legal issues related to distributions.
g) Research on Business Environment Corporate Responsibility:
This area is not concerned with solving any marketing problem directly. In order
to collect and analyze data related to broad business environnment, such research
conducted. The study on the area helps manager formulate strategies for the current and
the future market as well It also helps asses strengths and weaknesses of marketing
department in relation to business environment in today's dynamic business
environment, the study on various economic, social, and cultural variables is extremely
important.
 Limitation of Market research:
Following are the most serious limitations.
a) It is not a Substitute for Executive Decisions:

Marketing research is merely a tool that facilitates decision making process and
is not a substitute for sound decisions.
Ultimately the decisions are to be made by the marketing executives Marketing

research undertakes an enquiry. supplies information relevant to the problems and helps
the managers to make decisions on more rational basis.
The effectiveness of the marketing research depends on the kill and experience
of the decision maker. Marketing research cannot replace executive judgment because,
decision maker is to take into account the total environment a cluster of factual,
intellectual and emotional forces which he operates on one hand and the constraints in
on the resources, on the other.
It is impossible for an executive to take into account all these forces and limits
to arrive at one best possible decision.
b) It cannot predict the Future Precisely:
perfect Predictions or readings made available by marketing research are not

predict and they cannot be because, they are approximations. Marketing research can
tendencies but not the certainties.
None has yet found an accurate answer to the question as to what is going to
happen in the future because, future is certainly uncertain. At its best reliable research
can reduce the size of these uncertainties and make possible more projections.
c) Resistance by Executives:
Most of the enterprises do not have an independent marketing research

department. This fact itself speaks of spare use or marketing research than a regular
full-time. There is strong resistance on the part of business executives to use research
because they fear visualize a threat to their personal status that such a research may
evaluate them negatively a fear of branding them as inefficient or incompetent.
d) Marketing research offers suggestions and not decisions:

Marketing research is not a substitute for decision-making process. It only offers

possible suggestions/solutions to marketing problems. It actually acts as a tool that
facilitates decision-making process. It guides marketing managers in taking balanced,
result-oriented and rational decisions. The suggestions offered by marketing
researchers are usually possible/probable solutions but not the exact solutions.
CHAPTER - III
INTRODUCTION TO THE ORGANIZATION
. 3.1 Name of the Organization
Kolhaupur Zilla Sahakari Dudh Utpadak Sangh Ltd.

3.2 Location of the Branch
Kolhapur Jilha Sahakari Dudh Utpadak Sangh Ltd.
B-1, M.I.D.C. Gokul Shirgaon .
KOLHAPUR -416234 (Maharashtra ) India

Phone (s) : +91-231-2672311/ 15 /
56123101/ 02 /03
Fax : +91231-2672374/ 55907593
3.3 History and Background
For the study of Gokul milk organization were selected of recent trends in consumers
expectation are regarding to the customers satisfaction there expectations according to
those needs & trends are the center point of this study .
Regarding the market policies viz. product , price ,promotion & distribution policies
of the dairy units were collected by the discussions with the marketing managers &
assistance Marketing managers of these Organizations.
The Kolhapur district co-operative milk producers union Ltd. ,Kolhapur was
established on 16 march ,1963 under the co –operative Act. It made a moderate
beginning by collecting 700 liters of milk per day from 22 societies . Most success
stories have a humble beginning & so have been with .
On 16th march 1963 a spark stormed a fire to help the White Revolution heavily ,
when on this day came into being the “Kolhapur Zilla Sahakari Dudh Utpadak Sangh
Ltd. ” with the introduction of this popular brand of GOKUL MILK & its wide range
of Dairy products in to the market .
3.4 ORGANIZATION CHART
BOARD OF DIRECTOR
MD
Administrative A/c Purchase Marketing Labour Dairy

Dept. Dept Dept Dept welfare Dept.
. . Dept.

Assistance general Manager Assistance General Manager
( Vashi , Mumbai )
Marketing manager
Senior Officer (1)
Officer (3)
Clerk (26 )
3.5 Achievements :
Project is first plant ,started Quality Assurance Program & certified in Sept. 98 for ISO
-9002/ISO 9001/HACCP in 2003 .
Union received export Inspection License in July 04 Product Exports.
13 times winner of national Productivity Awards from 1988/89 to 2005/06 .
Gokul pay back 76 to 82 % for every sale rupee generated in from of price & services
to the milk producer .
Plant commissioned in 1986 with 2 lakh process capacity. Average growth rate in last
18 year is 10 to 11 % .
Highest handling -11 lakh Ltr./day .average handling in dairy plant -7 lakh Ltr./day
For milk production enhancement in milk shed Gokul have presently 43 mobile
veterinary route,406 cluster & 17 static A . I .centers , a state of the art new 300 MT/day
capacity cattle feed plant with popular ‘MAHALAXMI ’brand is operational at
KAGAL –HATAKANAGALE FIVE STAR MIDC .The old cattle feed plant with 200
MT/day capacity plant is simultaneously operational.
SPECIOL FEATURES :
1.GOKUL received “Sahakar Bhushan ”award,3 times from government of

Maharashtra .
2. Plant holds Food safety Management system certificate ISO 22000:2005
3.Own cattle feed plant of 500 MT/DAY capacity holding ISO 9001/2015 Certificate .
4. Energy saving Award in Dairy vertical 4 times by Government of Maharashtra .
5. Union continue renewal of Export Inspection License for Product Export .
6. Undertaken DPM study from 1990 for plant improvement ,Refrigeration ,Plant
looses etc. with help of NDDB/FAQ . First plant to start Quality Assured program in
country in 1992.
7. 14 times winner of National Productivity Award from 1988-89 to 2206-07.
8 . Gokul bags PATENT for its innovation milk Replacer .
9. We pay back 76 to 82 % for every sale rupee generated in form of price & services
to the milk producer .
10. Turnover for financial year 2016-17 Rs.-2011 carores.
11. plant commissioned in 1986 with 2 lakh process capacity .Average growth rate in
last 24 years is 10 to 11 %.
12 .highest milk handling 1.4 lakh Ltr./day . Average handling in dairy Plant -11.50
lakh Ltr./day .

3.6 GOALS
1) Increase profit margin
2) Improve Employee Skills
3.7 OBJECTIVES
1)Reduce operating costs by 10 percent in 18 months .
2) conduct training program in the next 12 months to improve employee skills .
3) Increase sales volume by 20 percent in 12 months.
3.8 ACTION PLANS
1) Finance Department will conduct an in –depth analysis of identifying low cost

suppliers .
2) A special committee will be formed to select & hire a professional trainer to

conduct the training .
3) Marketing Department will create & implement a plan to increase sales in regions
3&6.
POPULAR SCHEMES :
1)Union Female Calf Rearing Scheme .

2) Pioneer of Gokul Gram Vikas Yojana ( a community Development
Program ).
3)Provident fund scheme implemented for milk producer .
4) Farmer Insurance Package Scheme .
5) Implementation of clean milk production program.

6) Open Shed concept trial .

7)Bag silage concept to improve quality of fodder .
8) Wrestling competition & scholarship for wrestlers .
9) Milk collection through bulk milk cooler in 26 villages .
10) Issue debentures to Member Society .
11) Women Dairy Cooperative Leadership Development Program .
12) Micro Training Center for Farmers Education .
PRODUCT POLICY
PRODUCT MIX
MILK SHRIKHAND GHEE MILK

POWDER
(product line 1) (product line 2 ) (product line 3) ( product

line 4)
Full cream milk Shrikhand Ghee ( Bffalo )

Tonned milk Shrikhand (Elaichi ) Ghee (Cow )
Double tonned milk Mango Shrikhand
Fruite Shrikhand
LASSI DAHI BUTTER PANEER
(PRODUCT L5) ( PRODUCT L.6 ) ( PRODUCT L.7) (PRODUCT L. 8)
Cocking Butter
Table Butter
LIST OF MILK PRODUCTS UPDATE AS ON 05/06/2017
For Kolhapur , Sangli & Satara District
NAME OF PACKING
PRODUCT

500 gm. poly

SHRIKHAND 250.gm. poly
500 gm. Cup
250 gm. Cup
100 gm. Cup
Loose packing
500gm. Cup
MANGO SHRIKHAND 250 gm. Cup
100 gm. Cup
Loose packing
500 gm. Cup

FRUITE SHRIKHAND 100 gm. Cup
Loose packing
1 LIT. poly
GHEE COW 500 ml. poly
1 lit. tin
1 lit. pet jar
1 LIT . Poly
GHEE –BUFFALO 500 ml. poly
1 lit. tin
1 kg. poly
SKIIMED MILK ½ kg, poly
POWDER ½ kg. carton
100 gm. poly
500 gm.
200 gm.
PANEER
100 gm.

500 gm. Carton

TABLE BUTTER 250 gm. Carton
100 gm. Carton
500 gm. IP pack
[10 kg. box ]
COOKING BUTTER 500 Gm. Carton
LASSI 200 ml. poly

400 gm. Cup
DAHI (curd ) 200 gm. Cup
GOKUL JIRA TAK 200 Ml. poly pack

500 Ml. poly pack
GOKUL PLAIN 1000 Ml. poly pack
TAK
(sources Kolhapur Jilha Sahakari Dudh Utpadak Sangh , Kolhapur )
CHAPTER – IV
ANALYSIS OF DATA
Table No: 01
Table showing type of milk use by tea vendors in preparing tea.
Particulars No of Respondents Percentage (%)

Regular full cream 82 68
Toned without cream 20 17

Powder milk 05 4
Other 13 11
Total 120 100
Graph No.01
Type of Milk use by Tea vendors Kolhapur city
68%
100
17%
4%
0 11%
Sales
Regular full cream Sales
Toned without cream
Powder milk
Other
Interpretation for Table No: 01

The above diagram shows that 68% customers used regular full cream milk for
tea where as 17% used toned without cream, 4% used powder milk and 11% used other
type of milk like direct dairy wanders and other.
Table No: 02:
Table showing Daily Milk consumption of ‘Gokul milk’ in litres by selected tea
vendors in Kolhapur city.
Particulars No of Respondents Percentage

1-5 59 49%
6-10 33 28%
11-20 18 15%
21-30 7 5%
31-50 2 2%
Above 50 1 1%

Total 120 100%
Graph no.2
Daily Consumption in ltrs
49%
60
40
28%
15%
20
5%
0 Sales
2%
1 to 5 1%
6 to 10
11 to 20 Sales
21 to 30
31 to 50
above 50
Interpretation:
The above diagram shows that 49% of customers consumes 1-5 ltr milk daily where as
28% consumes 6-10 ltr,15%consumes 11-20 ltr,5% consumes 21-30 ltr,2% consumes
31-50 ltr and remaining 1% consumes 50 ltr milk daily for tea.
Table No.03
Preference given by milk vendors for brand of milk
Particulars No of respondents Percentage (%)
Gokul 107 89%

Shahu 06 5%
Direct Dairy 04 4%
Other 03 2%
Total 120 100%

Graph no.3
Preference of Brand
150 89%
100
50 5% Column1
4%
0
2%
Gokul
Shahu Column1
Direct Dairy
Other
Interpretation:
The above diagram shows that 89% of customers used gokul milk for tea where as 5%
used shahu , 4% used direct dairy milk and remaining used other company milk for tea.
Table No.04
Table showing reasons for using preferred milk for tea preparation by selected
milk vendors in Kolhapur city.
Particulars No of respondents Percentage

Quality 65 55%
Price 10 8%
Brand name 17 14%
Habitual to customer 28 23%
Total 120 100%

Graph no.4
Prefered Milk
100 55%
8%14%23% Column3
Column2
0 Column1
Reason for using the brand
Reason for using

the brand
Column1
Interpretation :
The above diagram shows that 55% of customers are used above mentioned milk
because of quality where as 8% are used because of price, 14% are used because of
brand name and remaining 23% used because of the test is habitual to the customers.
Table No.05
Table showing preferred timings of Tea vendors to receive milk of selected

brand in selected areas of Kolhapur city
Particulars No of Respondents Percentage
Early Morning 36 30%
Morning 74 62%
Evening 04 3%
Night 06 5%
Total `120 100%

Graph No.5
MILK TIMINGS
100 30% 62%

Column1
3%
0 5%
Early Column1
Morning Morning Evening
Night
Interpretation:
The above diagram shows that 62% customer are get milk morning where ad 30% get
milk at early morning, 5% get milk night and remaining 3% get milk at evening.
Table No.06
Table showing preference for middleman given by tea vendors for purchase of
their milk require for tea preparation.
Particulars No. of respondents Percentage

Direct company 02 2%
Agent 18 15%
Your self 93 77%
Other 07 6%
Total 120 100%

Graph no.6
WHO PROVIDES MILK
100 77%
15% Column1
50 2%
0 6%
Direct Column1
Agent
company Yourself
Other
Interpretation:
The above diagram shows that , 77% get milk it self from shopswhere as 15% provides
agents, 6% get milk from other sources and2% customers milk provide by direct
company.
Table no.7
Table showing selected tea vendors purchasing milk as and when required for
tea preparation
particulars No of respondents Percentage
Yes 102 85%
No 10 8%
Sometimes 08 7%
Total `120 100%

Graph no.7
perchase milk as an when requrnment
200 85%
100 Column1
8%
7%
0
Yes Column1
No
Sometimes
Interpretation:
The above diagram shows that 85% of customers are purchase milk as per requirement
where as 8% does not purchase as per requirement and remaining 7% purchase some
time as per requirement.
Table No.08
Table showing details of tea vendors placing minimum order of milk for their
consumption (for tea preparation)
Particulars (In litres) No of respondents Percentage

1 to 2 30 25%
3 to 5 39 33%
5 to 10 28 23%
Above 10 23 19%
Total 120 100%

Graph No.08
Minimum placing of milk order
25% 33%
40
23%
30
20
19%
10
Sales
0
1 to 2
3 to 5 Sales
5 to 10
above 10
Interpretation:
The above diagram shows that 33% customers required minimum 3 to 5ltr milk where
as 25% customers required minimum 1 to 2ltr milk for tea, 23% required minimum 5
to 10ltr milk and remaining 19% required above 10ltr milk for tea.
Table No.09
Table showing season-wise consumption of milk by tea vendor
Summer 39 32%
Winter 63 53%
Rainy 18 15%
Total 120 100%

Graph no.9
SEASON -WISE CONSUMPTION OF MILK
80 53%
32%
60
Sales
40
15%
20
0
Summer Sales
Winter
Rainy
Interpretation:
The above diagram shows that 53% customers requires more milk in winter season
where as 32% customers requires more milk in summer season & 15% customers
requires more milk in rainy season.
Table no.10
Table showing tea vendors requirements of more milk for tea preparation
during specific timings in a day

Early Morning 26 22%
Morning 55 46%
Afternoon 10 8%
Evening 21 17%
Night 08 7%
Total 120 100%

Graph no.10
Specific Timings and req. of more milk
46%
60
22%
40
20 17%
8%
Column1
0
7%
Early
Morning Morning
Afternoon Column1
Evening
Night
Interpretation:
The above diagram shows that 46% customers require more milk in morning where as,
22% customers require more milk in early morning, 17% require in evening, 8%
requires in afternoon, and remaining 7% require more milk in night.
CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 Findings:
1) The survey clears that the maximum customers are used regular full cream
milk for tea.

2) The daily consumption of milk is more for the 1 to 5 ltr where the above 50
ltrs consumption is very less.
3) Out of total market the maximum market of milk is for the Gokul milk means
most of the respondent prefers Gokul milk for tea.
4) Gokul milk used because of quality of milk is good as per the opinion of the
respondents.
5) Mostly milk purchase in the morning due to demand is more in morning than
evening.
6) Most of the respondents gets milk themselves from the shops
7) Milk purchase on the basis of daily requirement.
8) Daily minimum order for milk is 3 to 5 ltrs. By the tea stall vendors.
9) In winter season milk is required more than summer & rainy season.
5.2 Suggestions:
1) Company should appoint a special agent for delivering milk to the tea stall
vendors.
2) Company should provide a small cold storage to the vendors who required more
than 10 ltrs milk daily to retain customers
3) Company should introduce specific milk just for tea to enhance the test of tea.

5.3 Conclusion:
After survey of the market we understood that the selected tea stalls/
vendors in selected areas of Kolhapur city consume excess amount of milk for the
purpose of tea making only. Our survey tells that tea stall vendors face the problem
of milk storage and also the quality of milk. If Gokul Milk (KZDUS) provide them
with special agent for delivering milk and small cold storage to the tea vendors then

it will help them to capture the market and bring positive returns and help in the
growth of their small business and bring delight to customers.

Final Project 2

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Shivaji University, Kolhapur

INTRODUCTION TO THE STUDY AND RESEARCH METHODOLOGY

1.1 Introduction of the study:

Every business organization want to maximize their profit it based on customers.

KIT’s IMER Page 1

KIT’s IMER Page 2

1.2 Objectives of the study:

1. To study requirement of milk by tea stall in Kolhapur city.

1.3 Importance of the study:

1.4 Scope of the study:

1.5 Limitations of the study:

1. The study is subject to the limitation of time.

KIT’s IMER Page 3

1.6 Research methodology and data collection:

Research in common parlance refers to a search for knowledge Research can be

ii) Discussion Method:

KIT’s IMER Page 5

1.7 CHAPTER SCHEME:

KIT’s IMER Page 6

4) Data presentation and interpretation :

5) Findings and observations :

This topic deals with the findings of the study.

6) Suggestions and conclusion :

KIT’s IMER Page 7

“A Market Potential is an estimate of the maximum possible sales opportunities

A market potential indicates how much of a particular product can be sold to a

A Market Potential is an estimate of the maximum possible sales opportunities

KIT’s IMER Page 8

A sales potential is an estimate of the maximum possible sales opportunities

With Market Potential Data One Can-

Optimize organization merchandise mix

Develop successful advertising and marketing plans

Decide which expansions are most profitable

Increasing Share of Wallet/Untapped Potential

Increasing market share requires an understanding of "Untapped Potential,"

Maximize Marketing Budgets & Efficiencies

With a realistic picture of Market Potential you can focus resources

Set Aggressive & Attainable Revenue Targets

KIT’s IMER Page 9

A sales forecasting is an estimate of sales in physical units in a future

 ANALYZING THE MARKET POTENTIAL:

The first step in analyzing a product’s market potential is to identify its

Who buys the product?

Who use it?

Who are the prospective buyers and users?

Some companies find answer to these questions in their internal records

Market identification studies reveal the characteristics that differentiate the

KIT’s IMER Page 10

Information from motivation studies helps not only in estimating a

1. How best to present the product in sales talks

2. The relative effectiveness of different selling appeals

3. The relative appropriateness of various promotional methods

Analysis of Market Potential:-

KIT’s IMER Page 11

1. Select the market factor associated with the product’s demand

2. Eliminate those market segments that do not contain prospective buyers of

Why Use Market Potential Data:

Market Potential data helps companies to understand, predict, and influence

Research is a systematic and objective investigation of a subject or problem in

Marketing research assists in the overall management of the marketing

Marketing research often focuses on understanding the “Customer” (purchasers,

The task of marketing research is to provide management with

 THE BASIC RESEARCH PROCESS :