PROJECT REPORT

ON

“ORGANISATIONAL STUDY OF
VIKRAMSHILA MILKMUNION LIMITED”

Submitted by
OM PRAKASH KUMAR
UNIVERSITY ROLL NO-18MBA020
REGISTRATION NO-0303/18

In the partial fulfillment of the requirement

the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (2018-20)

IN

AGRIBUSINESS AND ENTREPRENEURSHIP MANAGEMENT

 FACULTY OF MANAGEMENT SCIENCE (MBA)
GOPAL NARAYAN SINGH UNIVERSITY JAMUHAR
SASARAM
 PROJECT REPORT
ON

“ORGANISATIONAL STUDY OF VIKRAMSHILA MILK

UNION LIMITED”

Submitted in the partial fulfillment of the requirement for

the award of the degree

MASTER OF BUSINESS ADMINISTRATION (2018-19)

IN

AGRIBUSINESS AND ENTREPRENEURSHIP MANAGEMENT

INTERNAL GUIDENCE OF : EXTERNAL GUIDANCE OF

MR. KUMUD RANJAN AND MR. UMESH KUMAR SINHA
MR. VARUN KUMAR SINGH (HR CO-ORDINATOR)
DEPARTMENT OF MBA VIMUL
FACULTY OF MANAGEMENT SCIENCE BHAGALPUR
GNSU ,JAMUHAR SASARAM
 EXECUTIVE SUMMARY

The project was started on 1ST of JULY after knowing all the relevant information about
the different milk varieties available, under the guidance of Mr. Umesh kumar Sinha (HR
CO_ORDINATOR).VIKRAMSHILA MILK UNION LIMITED, Product dairy, BHAGALPUR, is one
of the member milk unions of COMFED, experience to undergo Summer Internship
Training on “ORGANISATIONAL STUDY OF VIMUL”.

During study I tried my best to know about the various departments of the company, from
procurement, production to marketing of milk .I found that marketing plays key role in
the company. Through this study, I learned the process of milk testing ,how the
procurement department work ,how DCS are formed and how DCS works ,I also learned
different techniques to conserve of cattle feed with practical details ,AND I ALSO CAME
TO KNOW THE STRENGTH and weaknesses of organisation and how to improve it ,which
may help the marketing department and organisation as well.. The study was focus to
find out the satisfaction level of distributors and Identification of their problem areas and
helping them in order to increase sales and promotion of brand.

For this I used the method of personal interviews and questionnaires. For this I visited
around the area, i.e., BHAGALPUR . A major source of information in this category being
secondary data analysis. Research question were framed which was further divided into
subcomponents and following the subcomponent a questionnaire is designed to conduct
descriptive research.
 INTRODUCTION
1
1.1 Indian dairy industry:

Dairy enterprise is an important occupation of the farmer. In India, nearly 70% of the
People depend on agriculture. It is the backbone of India. It is mainly a rural occupa-
tion closely associated with agriculture. More than2, 445 million people economically
active in agriculture in the world, probably 2/3 or even more ¾ of them are wholly or
partly dependent on livestock farming. India is endowed with rich flora& fauna &
continues to be vital avenue for employment and income generation, especially in
rural areas.

The dairy sector in India has shown remarkable development in the past decade and
India has now become one of the largest producers of milk and value-added milk
products in world. The dairy sector has developed through co-operative in many
parts of state. Traditionally, in India dairying has been a rural cottage industry. Semi-
commercial dairying started with the establishment of military dairy firms and co-

operative milk unions throughout the country towards the end of the 19th century.

In earlier years, many households owned their own, family cow, or secured milk
from neighbors who had one .With the increase in urban population fewer households
could afford to keep a cow for private use and moreover there were other problems also
like the high cost of milk production, problem of sanitation etc. restricted the practice;
and gradually the family cow in the city was eliminated and city cattle were all sent back
to the rural areas. Gradually farmers living near the cities took advantage of their
proximity to the cities & began supplying to the urban population; this gave rise to the
fluid milk – shed we see today in every cities of our country.
 COMPANY PROFILE

1.3 Name of the Company:

VIKRAMSHILA MILK UNION LIMITED

ORGANISATION : VIMUL

Office : MAYAGANJ, HOSPITAL ROAD

BHAGALPUR,812001
Bihar, India

Chairman : SIKHA SRIVASTAVA

Managing Director : Hemendra Kumar
E-mail : VIMUL.DAIRY@gmail.com
Website : www,sudhavimul.org

12
ABOUT VIMUL
VikramshilaDugdhUtpadakSahkari Sangh Ltd, Bhagalpur (VIMUL) known as
Bhagalpur Milk Union was established in 2008. It is federated to Bihar State Milk Co-
operative Federation Ltd. (COMFED). The Union is registered under Bihar State Co-
operative Societies Act 1935. The operational area of the Union includes Bhagalpur,
Munger, Banka Jamui and Parvatta block of Khagariya districts of Bihar and it procures
milk from these districts

through its organized DCSs. Presently, the Union covers 1080 revenue villages through
842 functional DCSs in its operational area with membership of about 66253 producer
members. The main activities of the Union are:

Milk Collection: During 2014-15, the Union had procured an average quantity of
69.74 TKgPD of milk.
At the village level, the Union has installed 35 BMCs with total 141 KL capacity.
The Union has dairy plant with an installed capacity of 75 TLPD at Bhagalpur dt., a
chilling centre cum packaging station of 10 TLPD at Banka. It has commissioned a
Dairy plant of 10 TLPD at Jamui during July 2013. All the milk at the Bhagalpur Dairy
is being received from milk tankers only and there is no can reception.
Further, to meet the processing capacity of increased milk procurement, a new Dairy
of 2 LLPD is being established at Bhagalpur with help of NCDC at an estimated cost of
Rs 25.00 crores.
Manufacturing and marketing of milk and milk products: The Union is marketing
packed milk and milk products in Bhagalpur, Munger, Banka &Jamui cities and
adjoining districts of Jharkhand districts. The Union sold 33.90 TLPD of packed milk
during 2014-15. The Union also supplies bulk milk to COMFED units in Ranchi,
Bokaro and Jamshedpur for sale in their market. The Union manufactures milk products
like Ghee, Lassi, Curd, Peda, Paneer and Sudha Surabhi and sells all its milk & milk
products under the brand name “Sudha”
Input service to producer members: The Union does not have its own facilities to
manufacture Cattle Feed and Mineral Mixtures. Hence, it purchases Cattle Feed from
Cattle Feed Plant, Ranchi (A Unit of COMFED) and Mineral Mixtures from
neighbouring Samastipur Milk Union. During 2014-15, the Union sold about 1330 MT
of Cattle Feed and about 31 MT of Mineral Mixtures. It also provides doorstep AI
delivery sersvices to the milk producers through trained AI technicians by sourcing
quality semen from Animal Breeding Centre, Salon
CONTIN….
S.N DISTRICT NO OF BMC CAPACITY
1 Bhagalpur 21 75
2 Munger 7 32
3 Banka 6 26
4 Jamui 2 7
5 Khagaria 3 25
TOTAL 39 165

S.N DISTRICT NO OF DCS

1 Bhagalpur 437
2 Munger 270
3 Banka 402
4 Jamui 211
5 Khagaria 80
TOTAL 1400

14
PROJECT SUPERVISOR
NAME -UMESH KUMAR SINHA
POSITION-HR CO-ORDINATOR
AGE-68
HE JOINED ORGANIZATION 2 YEARS AGO
IN 2017. BEFORE THIS HE WAS AN OFFICER
AT FOREST DEPARTMENT.VIMUL SIGNED
HIM ON CONTRACT BASIS AFTER HIS
RETIREMENT
 ORGANIZATIOAL STRUCTURE

COMFED CHAIRMAN (IAS)

MD (MANAGING DIRECTOR) (IAS)

GM (GENERAL MANAGER)

ASSISTANT MANAGER MANAGER DEPUTY

MANAGER ASSISTANT DEPUTY MANGER

ASSISTANT MANAGER

➢
TECHNICAL OFFICER

➢
MILK PROCUREMENT OFFICER

➢
FODDER DEVELOPMENT OFFICER

17
19
 1.5 MILK AND MILK PRODUCTS

Milk is a white liquid produced by the mammary glands of mammals. It is the

primary source of nutrition for infant mammals (including humans who breastfeed)
before they are able to digest other types of food. Early-lactation milk con-
tainscolostrums, which carries the mother's antibodies to its young and can reduce the
risk of many diseases. It contains many other nutrients including protein and lactose.

Our products are available in market under brand name “Sudha”. These products are
produced keeping in view the taste and preferences of consumers. Our main prod-ucts
are as follows:-

Milk:
➢
Sudha tonned milk , snf 8.5 and fat 3(BLUE0
➢
SM, FAT 4.5 ,SNF8.5(GREEN)
➢
SUDHA GOLD, FAT 6,SNF 9(ORANGE PACKET COLOR)
➢
TEA SPECIAL ,FAT 2, SNF 9.5(BROWN INCOLOR)

20
 Milk Products:

➢
Sudha Misti dahi

➢
Sudha Peda

➢
Sudha Paneer

➢
Sudha Special

➢
Sudha Kalakand

➢
Sudha Rasogulla

➢
Sudha Gulab jamun

➢
Sudha Plain-curd

➢
Sudha Balusahi
Milk Marketing:

The dairy average marketing of liquid milk in 2018-19 IS 50 K LITRE PER DAY IN WHICH
NOMBER OF RETAILORS ARE
BHAGALPUR-600
JAMUI-100
BANKA-60
MUNGER-110
IN JHARKHAND
DEOGHAR-80
DUMKA-60
JAMTARA-35
GODDA-25
SAHEBGANJ-35
PROFITABLE PART OF RETAILOR IS1.4 RS/ LITRE MILK
 1.7 SWOT ANALYSIS

A business is a dynamic entity. It needs to continually adapt and evolve to be able to

survive and grow amidst competitive markets .One of the many tools that strategic
planning experts use to evaluate a business is the SWOT analysis. This simple but ex-
tremely useful tool is designed to help an organization identify the factors that affect
the business and determine the possible courses of action it can take to achieve an
objective. Sometimes referred to as SWOT Analysis, this term is simply an acronym of
the four areas that strategic planners consider when making a SWOT analysis –they
are Strengthens, Weakness, Opportunities, and Threats.

Strength:

It denotes the attributes of the VIMUL Dairy (Sudha) that are helpful to achieving the

objective. Examples are customer goodwill, brand loyalty, dynamic managers.

• Strong infrastructure having 1926 Dairy Co-operative Society.

• It provides the farmers reasonable price for their dairy milk.

• Available of different grades of milk in all price rates and quantity suitable to all In-
come level of group.

• Technical manpower: professionally trained, technical human resource pool, built

over last 35 years, Well-educated and trained employees.
• Ultramodern processing plant & resources facilities having vast capacity.
27
• Better hygienic product.

• Quality packing with all required and important information on it. The quality of milk
is ISO certified:9001:2000 and HACCP (IS:15000:1998)
Certified Organization.
• Oldest brand in the state and so holds the loyalty of the customer.

Weakness:

It denotes the attributes of the VIMUL Dairy (Sudha) that are harmful to achieving the
objective. This must be proved with full honesty and steps should be taken to re-move
them as soon as possible.

• Resources are not utilized to its fullest.

• Inadequate research and development activities.
• Lack of encouragement among the employee to earn more profit for the company.
• No incentives are provided to customer so that they buy more.

• Perishable nature of the product is also an important hindrance. Although the Pas-
teurization has overcome this weakness partially. But surely, some new technology
has to be introduced to improve milk quality and extend its self time.

• Lack of control over yield: Theoretically, there is little control over milk yield. Still there
is lack of veterinary care in the state which hinders the growth of the milk pro-duction.

• The woes of bad roads and inadequate transportation facility make milk procure-
ment problematic.

• All is not well with distribution. It requires an immediate emergence of a cold chain
linking the producer to the refrigerator at the consumer’s home.
• Competition with so many new comers brand in the area such as “aashirwad”.
28
•

Opportunities:

It denotes the external conditions that are helpful in achieving the objectives.

• Simplification of the commercial policies.

• Widespread of the marketing network .Recently the union has decided to increase its
network area in, which is great success for it.
• Implementation of the home delivery.

• Steps should be taken to introduce value-added products like shrikhand, khoa, fla-
vored milk, dairy sweets, etc.

• Festival offers should be given to customer on the purchase of milk products such as
Ghee, Peda etc.

Threats:

It denotes the external conditions that are hindrance in achieving the objectives.

• Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of
place in the industry thus VIMUL Dairy has cut throat competition with milk vendors.

• Lack of awareness of the quality milk, which is the main reason, that customer move
towards vendors.

• Increase in cost of production due to external factory mainly the selling and distribu-
tion charges.

29
 1.8 RECOMMENDATION

• Strengthen the market structure then sale of milk and their product can be im-
proved.

• The VIMUL Dairy processed the number of products, but people do not aware about
all the features of product processed by Dairy. So, its need to improve these aspects
through various promotional activities as well as Consumer Awareness Program me.

• There should be provision to provide more margins to the milk par lour in-
charge/manager for milk and their products processed by Sudha Dairy that will be
helpful to increase the sale of products.
• Free service charge for home delivery of milk and their products may be provided.

• The coupon of different amount may be issue by Dairy against the advance payment
that will also helpful to easy transaction.

• The Sudha Dairy should have an annual survey of the product so that the consumer
demands and there taste can be check out.

• The Sudha Dairy should produce such products, which are in more demand, such as
the ice-cream, which is liked more by the youth.

• The Sudha Dairy should increase the market for the fitness curd, as it is more profita-
ble than the other products.

• The Sudha Dairy in case changes the price of the product then it should make chang-
es with a strong reason so that consumer does not go away.

• The promotional activity like advertisement in radio & local TV channel should be
used.
• The Sudha Dairy should give incentives to the dealers and the consumer.

30
 1.9 RESEARCH METHODOLOGY

Research Problem:

Sudha dairy has a competitor in ARA such as Amuletc.Thus to satisfy the competitive
environment & increase in sale of its products among others competitor lots of pur-
chasing stage are being changed from time to time in order to have maximum cus-
tomer retention. So to increase the buying power of customer & increase in the sales
of the products & raise as much revenue as possible is the biggest issue that the or-
ganization is facing among its competitors.

Research objective:

The main objective of the study in this project we are going to study the following:

• To find the level of sales at the retail outlets in comparison to Other &
• brand.
• To know the preference of customer and Retailer towards Sudha milk.
• To analyze the popularity and awareness level amongst the Customers and Retailers.

31
 Scope of the Study

The main scope of this study is to ascertain the effectiveness of VIMUL and various
methods to increase the Sales volume the con-cern. The methods include regular
information to the buyers creating a brand posi-tion in the market and taking
measures to make the brand remain in its position. One of the important aspects of
this study is also to increase the market segment for the product.

Research Methodology:

• Observation method

• Experimental method

• Survey method

Under Research Methodology there are three types of methods for market potential
research. They are as follows:
a) The observation method

b) The experimental method

c) The survey method inclusive of panel method.

32
 In observation method data are collected on the direct observation. No talks
take place. By observing the person the analysis makes the inventory as to product
used by him at his home or kept as retailers stocks. In experimental method it is based
on the concept that small-scale experiment is useful to indicate the expecta-tions of
large-scale experiment.

The survey method information is gathered directly from individuals

three ways:
1. Telephone

2. Personal Interview

The survey method is also mentioned as the “Questionnaire Technique” they are

also segregated by:

1. In factual survey

2. Opinion survey

3 Interpretative surveys

Or, my project point of view, the method mainly use dare:

1. Survey by route ride

2. Personal interview by questionnaire technique

33
Methodology:

Methodology is a systematic way to undertake the study. It may be understood as a

science of studying how study is done. In fact, success of the research project de-pends
entirely on the data and therefore the methods employed in the collection of the data.

Research Design:

Research design indicates the method so far search i.e. the methods of gathering in-
formation and methods of sampling. Research design in the study is descriptive ana-
lytical research. It is designed to describe something, such as demographic character-
istics or who use the product.

Sampling Technique:

The sampling techniques involved in this project are convenience sampling

technique. The respondents were interviewed at various places like residence

and outlet shop of milk products.

Sampling Plans:

1. Sampling Unit: Sampling unit consist of consumers and retailer, it mainly com-
prises of consumers and retailer in Ara.
2. Sampling Method: Convenience sampling method.

Sample Size: It consists of 100 consumers and 25 retailers.

34
 Data Collection Method:

1. Primary Data:

In this method the various information are gathered for the very first time or

we can say that it is a way of getting first-hand information. Primary data is

gathered by interview, questionnaire. This primary data collection was

major part of field survey.

2. Secondary Data:

Data which are already available and it may provide ready information

relevant to the study is called secondary data. The information collection

process and methodology which I followed secondary data with the help of

internal source (life history, letters, diaries and memory), external sources

(book, business journals, websites etc.) and other such modes of information

Generation.

35
2. Questionnaire Description:

The questionnaire was prepared consisting of structured and non- distin-

guished. The questions were logically and sequentially arranged in the questionnaire
so the proper and authentic information can be obtained from the respondents
without any anomalies from the part of the respondents provided corrects response
can obtained. Researcher had asked some questions from the customers and the re-
tailers. In this way scope of the Study Researcher collect the data which is helpful for
company to know about the market share and potential.

36
 2. DATA ANALYSIS AND INTERPRETION

Methods of Analysis:

In order to analysis the data obtained from questionnaire various

statistical tools were used like the percentage, charts were used.

Data Collection:

The available & quality of information is mainly dependent on the sources of

information. This study is mainly based on primary & secondary data sources. The
primary data has been collected on the basis of a structured schedule drawn up by us
on approval from Sudha management. The response has been gathered from the
dealers & consumers to get more reliable information.

The secondary data has been collected from Sudha’s website, internal files, docu-
ments, internal magazines & on the basis of discussion I had.

Tools of Representation:

The Researcher represents the data analysis using as a tools like Data Table’s and Pie
Chart.

37
 Analysis And Interpretation For Customer:

AGE GROUPS (YEARS)

0-18 7
19-40 40
41-60 10
>60 3

45

40

35
MO OF RESPONDENT

30

25

20

15

10

0
0-18 19-40 41-60 >60
AGE GROUPS

FROM THHE ABOVE DATA , SURVEY IS DONE ON MOST ON 19-40 AGE GROUP

38
2. OCCUPATION STRUCTURE

OCCUPATION STRUCTURE
STUDENT 16
SHOPKEEPER 16
BUSINESSMAN 17
JOB 9
HOUSE WIFE 1
FARMER 1
QUANTITY

16 16 17
9 1 1

39 OCCUPATIOM TYPE

IT SHOWS THAT MOST RESPONDENT WORK BUSINESSMAN

3 SUDHA MILK AWARENESS

SUDHA DAIRY AWARENESS

YES 55
NO 6
 SUDHA MILK AWARENESS
60

50

40

30

20

10
40 0
SUDHA DAIRY
AWARENESS

ABOVE ANALYSIS SHOWS APPROX 90% ARE AWARE

3. DO YOU CONSUME SUDHA MILK

MILK CONSUMED
NO 24
YES,REG 20
YES,OCCASIONALLY 17

MILK CONSUMED
30

25

20

15

10

0
1 2 3 4 5

MILK CONSUMED NO YES,REG YES,OCCASIONALLY

?HOW MUCH QUANTITY DO YOU PURCHASE DAILY

DAILY QUANTITY OF MILK CONSUMED (LITRE)

0 24
0.5 8
1 14
1.5 7
2 4
ABOVE 3

DAILY MILK QUANTITY

DAILY MILK QUANTITY
30
30
25
25
20
20
15
15
10
10
5
5
0
0 DAILY
DAILY QUANTITY OF
QUANTITY OF MILK
MILK CONSUMED
CONSUMED (LITRE)
(LITRE)

41
 4. HOW DO YOU CONSUME SUDHA MILK
WAYS OF SUDHA MILK CONSUMED
TEA 16
HEALTH DRINK 9
HEALTH DRINK,TEA 6
SWEET DISH 1
TEA,SWEET DISH 1
HEALTH DERINK,CURD 1
TEA,CURD 1
OTHER 1
NO USE 24

NO USE 24
OTHER 1
TEA,CURD 1
HEALTH DERINK,CURD 1
TEA,SWEET DISH 1
SWEET DISH 1
HEALTH DRINK,TEA 6
HEALTH DRINK 9
TEA 16

0 5 10 15 20 25 30
5.
 6. WHAT DO YOU SAY ABOUT OF QUALITY OF SUDHA MILK

Q5 QUALITY OF SUDHA MILK

SATISFIED 22
SOMEHOW SATISFIED 4
UNSATISFIED 4
HIGHLY SATISFIED 6
NOT USE SUDHA MILK 24

43 NOT USE SUDHA MILK 24

HIGHLY SATISFIED 6

UNSATISFIED 4

SOMEHOW SATISFIED 4

SATISFIED 22

0 5 10 15 20 25 30
NO OF RESPONDENTS
7.WHAT DO YOU SAY SUDHA SHOULD WORK UPON?

Q6 SUDHA SHOULD WORK ON

QUALITY 21
PACKAGING 1
AVAILABILITY 7
ADVERTISEMENT AND PROMOTION 5
QUALITY,AVAILABILITY 1
QUALITYPACKAGING 1
NO SUGGESTIONS 24

30
NO OF RESPONDENT

25
20
15
10
5

44 0
Q7. WOULD YOU LIKE TO SAY ANY SUGGESTION TO SUDHA?

From the above analysis it is interpreted that respondent purchase Sudha Gold 24%
highest one, Sudha Shakti 20%, Healthy 22%, Animals milk 18% & Sudha smart16%.

12. Customer comes to know about newly launched product of

Sudha by:

Q7 SUGGESTIONS TO SUDHA
YES 49
NO 11

45

60

50

40

30

20

10

0
YES NO
49 11
 7.
8.
DO YOU CONSUME MILK OTHER THAN SUDHA

9. consume milk other than sudha

10. NO 11. 26 12.13.14.15.16.
17. YES 18. 33 19.20.21.22.23.

35

30

25

20

15

10

0
NO YES
26 33
9.WHICH MILK DO YOU CONSUME AND WHAT IS THE
SOURCE?

SOURCE OF MILK OTHER THAN SUDHA

OWN MILCH ANIMAL 1
MILK MAN 24
KHATAL 8
OTHER BRABD MILK 1
NOT CONSUME 26

NOT CONSUME

OTHER BRABD MILK

KHATAL

MILK MAN

OWN MILCH ANIMAL

0 5 10 15 20 25 30
10. WHICH MILK DO YOU PREFER?

Q10 MILK PREFER BY CONSUMER

COW 27
NUFFALO 5

30

25

20

15

10

0
COW NUFFALO
27 5
11. WHAT IS PRICE OF MILK PER LITRE?

Q11 PRICE OF MILK OF OTHER THAN SUDHA PER LITRE

30-35 4
36-40 19
41-45 9
46-50 1
ABOVE 0

20
18
16
14
12
10
8
6
4
2
0
30-35 36-40 41-45 46-50 ABOVE
12. DO YOU GET MILK ON CREDIT?

Q12 GET MILK ON CREDIT

YES 23
NO 36
NO RESPONSE 1
60

40
36
35

30

25 23

20

15

10

5
1
0
YES NO NO RESPONSE
13. IF SUDHA FACILITATES HOME DELIVERY
SERVICE,WOULD YOU PURCHASE SUDHA MILK?

IF SUDHA FACILATES HOME WOULD YOU PREFER TO BUY

YES 17
NO 42
NO REPLY 1

45 42
40
35
30
25
20 17
15
10
5 1
0
YES NO NO REPLY
14.WOULD YOU PREFER PURCHASE MILK ON
CREDIT?

WOULD YOU PREFER PURCHASA MILK ON CREDIT

YES 17
NO 42
NO REPLY 1

45 42
40
35
30
25
20 17
15
10
5 1
0
YES NO NO REPLY
 3. FINDING ANALYSIS /RESULT OF THE STUDY

Finding:

On the basis of survey, based on 60 respondents of customer and 25 retailers there

are various findings given below:

Customer:

➢
It was found that first 4 analyses show the potential of Sudha product in BHAGALPUR
market.

➢
It was found that analysis 5 to 7 show the customer preference and 8 to 10 show the
popularity about Sudha milk. It shows the highly preferred brand is Sudha and it is
most popular among customer.

➢
It was found that analysis 11 to 12 show the customer awareness level about Sudha Milk
and 13 to 15 show the customer satisfaction about Sudha. It shows that mostly
customer aware the Sudha product through retailer.
➢
It was found that that customer came to know about Sudha’s.

➢
Product highest through retailer 58%, 12% by print media, 14% by electronic and 16% by
hoarding.
CONCLUSION AND SUGGESTIONS

Conclusion:

After Completing the Study Related to the project, We Draw following Conclusion.

Customer:

1. Among competitor or the sale of Sudha’s is very high and Most of customer prefers
Sudha’s product than other.

2. Sudha is top in the list among different brand in BHAGALPUR.

Retailer:
➢
Retailers feel good on the profit margin being provided by the organization.

➢
During our project, we find that the distribution channel of Sudha is not very good in Ara
region.

➢
It was found that in 2018 86% retailers satisfied with the care taken by the organiza-tion
in case of increase in demand while 20% are against it.
➢
Retailers sell Sudha brand over other brands due high demand.

Suggestions:

Sudha Dairy should introduce some change in its marketing function and advertising
to market more rational. The following factors to be worthy of consideration:

1. A complain Register should be provided by the company to every distributor in every

route so that, retailers/customers can write their problems. The complaint register
should be checked by consumer executive and depot in charge at time to time.

2. Facilities provided by the company should be increased. Facilities requirements should

be fulfilled in all the rural and urban area properly after deeply study for va-

57
 rous aspects or retailers by the help of company employee and depot incharge.

3. The company should improve the distribution policy.

4. Sudha Dairy should be provided it’s the rural area also.

Limitations:

1. In our project we were supposed to visit every day in the company but due to some

unavoidable circumstances like weekly holiday, occasional holiday, we could not visit
in the company.

2. Lack of proper information and experience also became hurdles for us. Some
particular persons are not have sufficient time to talk with us.

3. Off course, money also played a vital factor in the whole project duration.

58
 4. ANNEXURE

4.1 Bibliography:

Book:

A. Kotler. Philip & Armstrong, Gary, (2006), Principles

of Marketing 11th Edition., publication
B. Malhotra. Naresh k., (2007), Marketing Research-An Applied
Orientation, 5th Edition.

Websites:
➢ www.COMPFED.co.in
➢ www.indiandairy.com/editoria
➢ www.business.fmcg.org
➢ www.sudha.com
➢ www.marketing.sudha.co.in
➢
Sudha Wikipedia

Search Engines: Articles:

www.google.com

59