A PROJECT REPORT ON

MARKET STUDY OF VITA MILK PRODUCTS

SUBMITTED TO MAHARISHI MARKENDESHWER UNIVERSITY, MULLANA (AMBALA) (SESSION 2008-10)
Prepared for the fulfillment for the award of

MASTER OF BUSINESS ADMINSTRATION

Under the guidance of:

Submitted By:

Ms. Chhavi Wadhva

Faculty M.B.A

Rohit Gupta
M.B.A (P) ROLL. NO-12081162

MM INSTITUTE OF MANAGEMENT
MULLANA (AMBALA)
Dated ..

CERTIFICATE
It is to certify that Mr. Puneet Bakshi S/o Sh. Ashok Bakshi bearing Roll No.-7115 & University Regd. No.- 05-MY-580 B.I.M IIIrd, M.L.N. College, Yamuna Nagar, a bonafide student of this college during the session 2007-08 has conducted the study entitled MARKET STUDY OF VITA MILK PRODUCTS under the guidance of Ms. Neetu Mehndiratta. I certify that the report is complete and fit for evaluation. During the tenure of his study. I found him hardworking, intelligent and diligent towards his responsibility.

Dr. Ramesh Kumar Principal

Dr. Anil Dhawan Head, Deptt. of BIM.

DECLARATION

I Rohit Gupta, here by declare that the project work entitled MARKET STUDY OF VITA MILK PRODUCTS in unitech assigned to me as per the requirement for the partial fulfillment of Master of Business Adminstration Degree from MM University, Mullana (ambala) is the original work done by me and the information provide in study is authentic to the best of knowledge. This study has not been submitted to any other institution or university for the award of any other degree.

DATE PLACE

Rohit Gupta M.B.A (P) R.No.-12081162

INDEX

1. ACKNOWLEDGEMENT 2. PREFACE 3. INTRODUCTION

Introduction of VITA milk plant (Ambla cantt) Introduction of Haryana dairy development cooperation federation (HDDCF).
4. OBJECTIVES 5. RESEARCH METHODOLOGY 6. ANALYSIS AND INTERPRETATION 7. FINDINGS AND SUGGESSIONS 8. LIMITATIONS 9. SWOT 10.BIBLIOGRAPHY 11.ANNEXTURE

Questionnaire : Consumers Questionnaire : Retailers

ACKNOWLEDGEMENT
Regarding the project completion a lot of peoples are concerned who assist me during the development of this project. Project is like a bridge between theoretical and practical knowledge. Today after completing my project. I feel great relief and satisfaction, now when I look back, I still remember the day when I was assigned this project MARKET STUDY OF VITA MILK PRODUCTS . I would never had competed my project if Dr. Anil Dhawan, ( HOD) of BIM Department, had not guided me. I was very happy with his guidance. These was a new exposure for me. I would like to convey my sincere and special thanks to Dr. Ramesh Kumar, Principal of college, for providing me an opportunity to pursue BIM, work on this project and great regards for Ms. Neetu Mehndiratta, Lecturer in commerce deptt. of our college who gave me the practical knowledge of all. I believe that without their guidance the successful completion of this project was not possible.

PUNEET BAKSHI

PREFACE

M.B.A is stepping stone to management career. In order to achieve practical, positive and concrete results the theoretical knowledge must be supplemented with exposure to real environment. Theoretical knowledge without practical knowledge is of little value. Theoretical marketing concepts. Therefore, it theoretical experiences. I took my project work with comparative study. Project w o r k i s a p a r t o f o u r c u r r i c u l u m , w h i c h h e l p u s t o correlate our theoretical concepts with practical experiences. The topic that I have taken for project is MARKET any organization. studies in class room are not sufficient to understand the functioning of become necessary to undergo any project work. Practical project supplements the studies i.e., it covers what is left uncovered in the class room. It exposes a student invaluable treasure of

S T U D Y O F V I T A M I L K P R O D U C T S . Accomplishment and achievement of goals is the major aim of This goal are achived by proper planning.

Introduction
INTRODUCTION TO VITA MILK PLANT
When the new millennium begins, prophets and seers and busy gazing into the crystal balls to find what the future holds. Rather than engaging in such metaphysics, let me urge the co-operative leaders of the nation to take stock of our achievements and to prepare for the future. In todays world, we must shape our destiny. At a time when poltical equation and economic policies change frequently,we must think and act boldly to insulate overselves from uncertainty and the risk the future holds. Let us resolve to keep alive the sacred flame of the corporation and pass it on the future generations our main prominence is: Every morning! 2 lakh across 6200 villages. Bringing in milk worth rupees 3.7 crores. And now celebrating the Economic independence. Thanks to the cooperative movement called VITA.

HARYANA DAIRY DEVELOPMENT CO-OPRATIVE FEDERATION

HARYANA is the most progressive state of republic of India in the domain of dairy development it is well known for its productive milk cattle particularly the Murrah Buffeloes and HARYANA cows. The economy of the state is predominantly based on agriculture. Milk production in the state was estimated around 128.50 lakh liters per day during. 2005-06

The Haryana Dairy Development Cooperative Federation

Ltd., registered under the cooperative Societies Act came into existence on April 1, 1997. Its authorized share capital of shares is rupees 2000 lakhs.

NETWORK OF VITA:Federation works of VITA are 48 sales officer insures that product reached the remotest parts of the country. The federation had also expended its business to major market.

HDDCF: An Over View:HDDCF is Indias largest food product marketing organization it is state level apex body milk cooperatives in Haryana, which aims to provide remunerative returns to the farmer and also serve the interest of consumer by providing quality product which are good value for money to the board of directors comprising nine members elected out of the chairman of affiliated primary milk societies run the day to day administration through Chief Executive Officer.

HISTORY OF MILK PLANT,AMBALA CANTT

The Ambala Distt. Cooperative milk producer limited Regd. On 10 th march 1973 with registration no.s-55. However it started actual working on Ist November 1992 under the operation food program launched through National Dairy Development Board (NDDB) on ANAND PATTERN with area of jurisdiction as the District of Ambala and Yamunanagar. This union is the middle tier of three tier system of the Anand pattern with lowest tier at village level as milk producer cooperative society and the apex level as Haryana Dairy Development cooperative federation Ltd., (HDDCF). The object is to give assured market to the farmers for the surplus milk they produce and to give right price to the right producer with the further objective by eliminating the middleman (Dudhia).

PRESENT STATUS OF VITA

Even as their world shattered around them, our brethren displayed a remarkable spirit of co-operation and determination, launching one of the biggest relief and rescue operations ever conducted in our country. It is the very same spirit that, half a century ago, enabled us to start Indias most successful co-operative movement VITA. It is the same spirit that, even as we bow our heads in the memory of those who lost their lives, leads us to express our solidarity with those families, who must rebuild their lives from scratch. Federation has invested substantially over the last few years in improving the quality of its products and services, Keeping in mind services, Keeping in mind the emerging challenges of globalization. In recognition of its achievements in Quality Management initiatives VITAs core business is marketing branded food products to household consumers. Our success has been grounded in two strengths; Our distribution network, serving more retail outlets. Our superior product quality Value for money.

ACHIEVEMENTS DURING THE YEAR

During the year VITA growth in each department, well deserved and achieved their goals.

SALES
During the year the federations sales registered a growth of 2 percent to each at Rs. 2258.80 crore including consignment sales for Rs. 281.71 crore. In addition the federation co-ordinate Rs. 39.71 crore in product sales to the Defensive services. Dairy products turnover registered a growth of 3 percent over the previous year.

A BRIEF MATRIX OF THE MILK UNIONS ARE AS FOLLOWS:-

SrName of the union no.

1 2 3 4 5 AMBALA ROHTAK JIND KURUKSHETRA SIRSA

Date of registration
10/3/1973 12/7/1991 10/7/1991 05/7/1991 10/1/1978

DISTRIBUTION NETWORK

Over recent years, federation has successfully introduced new product lines. Recently in order to leverage our distribution network strengths, to optimize market supervision expenditures, To achieve increasing efficiency while keeping the distribution infrastructure lean, focused and productive. The federation amalgamated its different distribution networks. Today, VITAs operate an efficient distribution network infrastructure consisting of 65 offices, catering to 4000 distributors and 5.4 lakhs retailers. Almost every federation stockiest has visited Anand to participate in a unique programme called VITA YATRA. During this programme , stockiest are exposed to the federation philosophy. The federation has also invited distributers sales man from all over the country to ANAND for the training programme focused on the federations philosophy and developing their selling skills.

MISSION OF VITA :The mission of VITA is to satisfy the taste and nutritional requirements of the consumers of world through excellence in marketing by our committed team .

VIEW OF WORKING OF MILK PLANT

Collection of milk Can Weighing tank Dumb tank Stainer (filter) Chiller Storage tank1 Parteurizer Storage tank2 Dissolve powder Free packing machine Cold storage Market

OBJECTIVE OF THE STUDY

The basic purpose of research is to find the hidden truth, which has not been discovered. But each research study has its own specific purpose. As my study concern the status of VITA respectively, what was the information media of the consumer to buy it? Which factor influenced them to buy etc? As my research concerns Market study of VITA milk products.

This research having the following research objectives:1) 2)

To study the availability of product range of VITA. To know about complete price structure of different products of VITA brand. To estimate the market share of VITA milk products. To know the brand loyality among the consumer. To estimate the satisfaction level of consumer of VITA milk products.

3)

4) 5)

Research Methodology

RESEARCH METHODOLOGY
Meaning of research:-

Fundamental to the success of any formal marketing research project is a sound research design.A good research design has the characterstics like problem definition,specific methods of data collection and analysis time required for research project and estimate of expenses to be incurred.the function of research design is to ensure that the required data are collected and they are collected accurately and economically. A research design is simply and purely the frame work or plan for a study that guides the collection and analysis of data. It is the blue print that is followed for completing a study. It resembles the architects blue print for constructing a house. It may be worth while to mention here that a research design is nothing more than the frame work for the study ensures that the study will be relevant to the problem and the study will employ economical procedures. There is never a single standard and correct method of carrying out a piece of research. Therefore do not wait to start your research until you find out the proper approach. Because there are many ways to tackle the problem. There is no single perfect design. A research design is not like the solution to a problem in alzebra.

TYPES OF RESEARCH DESIGNS

There are three basic types of research designs.

1. Exploratory 2. Descriptive 3. Casual

EXPLORATORY RESEARCH DESIGN

All marketing research projects must start with exploratory design. This is a preliminary phase and is absolutely with exploratory design. This is a preliminary phase and is absolutely essential in order to obtain a proper deffination or problem at hand. The major emphasis is on the discovery of ideas and insights. For example :- A soft drink firm might conduct and an exploratory study to generate possible explanation. The exploratory study is particularly helpful in breaking broad and vague problem into smaller, more precise sub-problem statements, hopefully in the form of specific hypotheses. In a nutshell, we can say that exploratory studies help in formulating hypothese for the further research. IMPORTANCE OF EXPLORATORY RESEARCH DESIGN Ex pl or a t or y stu d y ca n be used t o est abl i s h pr iori t i es i n studying the competing explanation of phenomenon. There exploratory design is primarily used to define research problems. AN EXPLORATORY DESIGN IS USED FOR THE FOLLOWING PURPOSE : Formulating a problem for more precise investigation or for developing hypotheses. Establishing priorities for further research. Gathering information about conjectural statement. Increasing the analysts familiarity with the problem.

DESCRIPTIVE RESEARCH

Descriptive research design is also called explanatory design. This is the one that simply describes something such as demographic characterstics of consumer who use the product. The descriptive study is typically concerned with determining frequency with which something occurs or how two variables vary together. This study is typically guided by an initial hypothesis For example :- An investigation of the trends in consumption of soft drinks with respect to socio- economic characterstics such as age, sex, occupation, family income, educational level, etc. IMPORTANCE OF DESCRIPTIVE RESEARCH:Descriptive design is used when the purpose of research is covered under one or more following points: To describe the characteristics of certain groups ex:- users of a product with different age, sex, education etc.
To estimate the proportion of people in a specified population who behave

in a certain ways ex:- shopping persons who buy from a particular shop.
To make specific prediction ex:- sales of a companys product in each of

the next five years To determine whether certain variables are associates ex:- income and usage of a product

ALTERNATE RESEARCH DESIGN

Besides three distinctly identified research design like exploratory, descriptive and experimental. We have got certain variations of these are known as alternative research design.

Historical designs Simulation designs

METHODOLOGY
The project includes both primary and secondary sources of data. The data collected through these sources has been organized, analyzed

and interpreted so as to draw conclusion and arrive at appropriate recommendation.

SAMPLE DESIGN
The sampling is a judgement as out of retailers and consumer, which every consumer and retailer sample is taken at random order worth representing the whole population, were selected. In this project convenient sampling is used.

SAMPLE SIZE
The sample size is 150 consumers and 50 retailers is taken.

DATA COLLECTION
There are two method of data collection that are follows :-

1. Primary collection of data 2. Secondary collection of data

In this project, both primary as well as secondary source of data collection are used. The primary data collection involves personal interviews with questionnaire. And secondary source of data collection companies issued magazines and from companies web site WWW.VitaIndia.com . which is helpful for my project report.

STEPS OF METHODOLOGY

Collection Of data

Organization Of data

Presentation Of data

Analysis Of data

Interpretation Of data

COLLECTION OF DATA
Both the primary and secondary data has been collected from the market and the company respectively. The secondary data was provided through the web site etc. of the company and the primary data was collected through the medium of face to face interactions interviews with the shopkeeper and consumers in the market.

ORGANIZATION OF DATA
Data once collected needed to be organized for further processing. Data collected me was carefully gone through then the relevent and useful matter was assorted and properly and organized.

PRESENTATION OF DATA

The data collected is of no use unless and untill it is given in a presentable form. Thus after proper organization, the data is given with complete details with the help of bars, diagrams etc. in a presentable form

ANALYSIS OF DATA
The data is carefully analyzed keeping in consideration both the pros and cons for the purpose of arriving at concrete conclusion.

INTERPRETATION OF DATA
After carefully analyzing the data it has been apply interpreted in order to give concrete conclusions and proper recommendations

Analysis And Interpretation

QUANTITY OF BUTTER PACK CONSUMER LIKE TO BUY

QUANTITY 50gm 100gm 500gm

RESPONDENTS 8% 72% 20%

80% 70% 60% 50% 40% 30% 20% 10% 0% RESPONDENTS 50gm 100gm 500gm

ANALYSIS:- Table and chart shows that most of people

i.e.72% like to buy 100gm packing of butter and others i.e. 28% like to buy 50gm and 500gm packing of butter.

IMPRESSION OF VITA PRODUCT ADVERTISEMENT

IMPRESSION IMPRESSING NON-IMPRESSING

70% 60% 50% 40% 30% 20% 10% 0% RESPONDENTS

RESPONDENTS 62% 38%

IMPRESSING NONIMPRESSING

ANALYSIS:- Above table shows that advertisement of

VITAs products can influence 62% of our respondents while 38% of the respondents remain non-impressing

GHEE PACK CONSUMER LIKE TO BUY

QUANTITY 1ltr 2ltr 5ltr 15ltr

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% RESPONDENTS

RESPONDENTS 50% 20% 25% 5%

1ltr 2ltr 5ltr 15ltr

ANALYSIS:- From the above table it is concluded that 50% of

consumers like to buy 1ltr packing of ghee pack and rest 20%, 25% and 5% of consumers like to buy 2ltr, 5ltr, 15ltr packing of ghee respectively.

CONSUMER SHIFTINGTO OTHERMILK PRODUCTS WHEN THEIR PRICES FALLS BY.

PRICE FALLS 3% 5% 7%
60% 50% 40% 30% 20% 10% 0% PRICE FALLS

RESPONDENTS 22% 25% 53%

RESPONDENTS

ANALYSIS:- Table and graph shows that 53% of

our respondents change their brands if competitors brands price is falls by 7% and when prices falls by 5% then 25% of respondents move towards other brands if 3% prices falls then 22% consumers change their products.

CONSUMERS SATISFATION FROM VITA MILK PRODUCTS

SATISFACTION FULLY SATISFIED PARTIALLY SATISFIED UNSATISFIED

80% 70% 60% 50% 40% 30% 20% 10% 0% RESPONDENTS

RESPONDENTS 80% 10% 10%

FULLY SATISFIED PARTIALLY SATISFIED UNSATISFIED

ANALYSIS:- From the above table and graph it is find that

80% of consumers are fully satisfied with present quality of VITA products and 10% of consumers are partially satisfied and 10% are unsatisfied.

AVAILABILITY OF VITA MILK PRODUCTS AT CONSUMERS NEAREST DAIRY SHOPS

AVAILABILITY RESPONDENTS

ALWAYS SOMETIME NEVER

70% 60% 50% 40% 30% 20% 10% 0% RESPONDENTS

65% 30% 5%

ALWAYS SOMETIME NEVER

ANALYSIS:-Above table and graph shows that 65% of

consumers always get VITA milk products and 30% get sometime and 5% never get VITA milk products at their nearest dairy shops.

AVAILABILITY OF FRESH VITA MILK PRODUCTS

FRESH PRODUCTS RESPONDENTS

YES NO
80% 70% 60% 50% 40% 30% 20% 10% 0% RESPONDENTS

75% 25%

YES NO

ANALYSIS:-Table reveals that 75% of the respondents are

saying that they always get fresh VITA milk products and 25% respondents are saying that they dont get fresh milk products.

FREQUENCY OF CONSUMER TO PURCHASE VITA MILK PRODUCTS.

FREQUENCY OF RESPONDENTS

PURCHASE ONCE IN A DAY TWICE/THRICE IN A DAY WEEKLY FORTNIGHTLY

70% 60% 50% 40% 30% 20% 10% 0% RESPONDENTS

70% 15% 10% 5%

ONCE IN A DAY TWICE/THRICE IN A DAY WEEKLY FORTNIGHTLY

ANALYSIS:-From the above table and chart it is concluded

that 65% consumers purchase the VITA milk product once a day and 20%, 10%, and 5% are purchasing twice, weekly and fortnightly respectively.

FACILITIES OFFERED BY COMPANY

FACILITIES REPLACEMENT DISCOUNT SCHEME RESPONDENTS 20% 45% 35%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% RESPONDENTS REPLACEMEN T DISCOUNT SCHEME

ANALYSIS:-from the above table and chart it is

concluded that company offers 20% replacement,45% discount and 35% scheme to retailers.

RETAILERS GIVE MORE SELF-SPACE TO MILK PRODUCTS OF.

BRAND VITA RESPONDENTS 40%

VERKA BRITANNIA AMUL

40% 35% 30% 25% 20% 15% 10% 5% 0% RESPONDENTS

20% 15% 25%

VITA VERKA BRITANNIA AMUL

ANALYSIS:-Above table and chart that majority of

retailers i.e. 40% give more self-space to VITA brand milk products and 20% to verka brand, 15% to Britannia and 25% give more self-space to Amul brand milk products.

REPLACEMENT FACILITY OF COMPANY

REPLACEMENT FACILITY YES NO

RESPONDENTS 15% 70%

YES,BUT CONDITION APPLY

70% 60% 50% 40% 30% 20% 10% 0% RESPONDENTS

15%

YES

NO

YES,BUT CONDITION APPLY

ANALYSIS:- Table and chart shows that 15% of

shopkeepers are getting replacement facility and 85% not getting replacement facility. are

VISITING OF SALESMAN TO SHOPS

VISITING DAILY WEEKLY RESPONDENTS 60% 15%

FORTNIGHTLY MONTHS

20% 5%

60% 50% 40% 30% 20% 10% 0% RESPONDENTS DAILY WEEKLY FORTNIGHTLY MONTHS

ANALYSIS:- from above chart and table 60% respondents says

that companys salesman daily visiting to their shops,15% of retailers says weekly And 20% says fortnightly and 5% says monthly.

COMPARISON OF VITA PRODUCTS PROFIT MARGIN WITH OTHER MILK PRODUCT BRAND

PROFIT MARGIN

RESPONDENTS

HIGHEST MEDIUM LOWEST

0% 15% 85%

100% 80% 60% 40% 20% 0% RESPONDENTS HIGHEST MEDIUM LOWEST

ANALYSIS:- From the above table and chart, it is concluded

that profit margin offered by VITA company is lowest than other brands of milk products present in the market.

VITA MILK PRODUCTS AND THEIR PRICE STRUCTURE

VITA GHEE

PARTICULARS
Ex-depot price Vat@4% or 12% Ex-depot dealers price Freight for supply to dealer For dealer price Dealers commission 2% Retailer price Retailer commission 4% Retail price

1 Ltr. 155.42 6.22 161.64 0.50 162.14 3.24 165.38 6.62 172.00

2 Ltr. 309.94 12.40 322.34 1.00 323.34 6.47 329.81 13.19 343.00

5 Ltr 749.93 30.00 779.93 2.50 782.43 15.65 798.08 31.92 830.00

15 Ltr. 2178.18 87.13 2265.31 7.50 2272.81 45.46 2318.27 92.73 2411.00

15 k.g. 2427.45 97.10 2524.55 7.50 2532.05 50.64 2582.69 103.31 2686.00

VITA BUTTER PACK

PARTICULARS Ex- depot price

500gm
62.86

1kg
125.72

5kg
628.6

Vat @4%or 12% Ex-depot dealers price Freight for supply to Dealer For dealers price Dealers commission 2% Retailers price Retailers commission 4% Retail price

7.86 70.72 0.25 70.97 6.26 75.23 4.77 82.00

15.72 141.44 0.50 141.94 8.52 150.46 9.54 160.00

78.6 707.2 1.50 709.7 40.6 750.30 47.7 775.00

VITA PANER

PARTICULARS Ex- depot price

1k.g
99.42

2k.g
196.84

Freight on transfer/sds Total Vat 4% or 12.5% Ex-depot dealers price Freight for supply For dealers price Dealers comm.5%/6% Retailers price Retailers comm.10%/11% Retailer price

0.00 99.42 3.98 103.40 0.50 103.90 5.19 109.09 10.91 120.00

0.00 196.84 5.98 202.82 1.50 204.32 6.19 210.51 23.49 234.00

VITA DAHI PARTICULARS

Ex-depot price

200gm
6.00

400gm
12.50

250gm
5.00

Freight on transfer /sds Total Vat 4% or 12.5% Ex depot dealer price Freight for supply For dealers price Dealers comm.5%or6% Retailers price Retailers comm.10%/11% Retail price

0.00 6.00 0.00 6.00 0.10 6.10 0.20 6.30 0.70 7.00

0.00 12.50 0.00 12.50 0.10 12.60 0.40 13.00 1.00 14.00

0.00 5.00 0.00 5.00 0.10 5.10 0.20 5.30 0.70 6.00

VITA LASSI
PARTICULARS

SALTED

MITHI

250ML
Ex-depot price Freight on transfer/sds Total Vat 4% or 12.5% Ex-depot dealer price Freight for supply For dealers price Dealers comm. 5% or 6% Retailers price Retailers comm. 10%/11% Retail price 4.00 0.00 4.00 0.00 4.00 0.00 4.00 0.50 4.50 1.50 6.00

200ML
7.40 0.00 7.40 0.00 7.40 0.10 7.50 0.50 8.00 1.00 9.00

VITA KHEER

PARTICULARS

CUP 200 gm

Ex-depot price Freight on transfer/sds Total VAT 4% OR 12.5% Ex-depot dealer price Freight for supply For dealers price Dealers commission Retailers price Retailers commission 10%/11% Retail price

6.38 0.00 6.38 0.80 7.18 0.15 7.33 1.00 8.33 1.63 10.00

VITA MILK CAKE

PACK 200gm PACK 500 gm PACK 1 kg.

PARTICULARS

Ex- depot price Freight on transfer/sds Total VAT 4% OR 12.5% EX-depot dealer price Freight for supply For dealers price Dealers comm.5%/6% Retailers price Retailers comm..10%/11% Retail price

19.88 0.00 19.88 0.00 19.88 0.12 20.00 1.00 21.00 2.00 23.00

46.00 0.00 46.00 0.00 46.00 0.25 46.25 2.75 49.00 6.00 55.00

92.00 0.00 92.00 0.00 92.00 0.50 92.50 5.50 98.00 12.00 110.00

VITA SWEET

PARTICULARS
Ex-depot price Freight on transfer/sds Total VAT 4% OR 12.5% EX-DEPOT DEALERS PRICE Freight for supply For dealers price Dealers comm.5%/6% Retailers price Retailers comm.10%/11%

4.00 gm 47.50 0.00 47.50 0.00 47.50 0.20 47.70 2.30 50.00 5.00 55.00

800 gm 85.00 0.00 85.00 0.00 85.00 0.50 85.50 4.50 90.00 10.00 100.00

Retail price

VITA DRINK

PARTICULARS
Ex-depot price Freight on transfer/sds Total VAT 4%OR12.5% Ex-depot dealers price Freight for supply For dealers price Dealers comm..5%/6% Retailers price Retailers comm.10%/11% Retail price

200ML
2.67 0.00 2.67 0.33 3.00 0.00 3.00 0.40 3.40 1.60 5.00

VITA KAJU PINNI

PARTICULARS
Ex-depot price Freight on transfer/sds Total VAT 4% OR 12.5% Ex-depot dealer price Freight for supply For dealers price Dealers comm.10%/11% Retailers price Retailers comm.10%/11% Retail price

900 gm
92.00 0.00 92.00 0.00 92.00 0.50 92.50 5.50 98.50 12.00 110.00

VITA COW GHEE

PARTICULARS
Ex-depot price VAT@4%OR12% Ex-depot dralers price Freight for supply to dealer For dealers price Dealers comm.2% Retailers price Retailers comm.4% Retail price

1ltr
156.34 6.25 162.59 0.50 163.09 3.26 166.35 6.65 173.00

5ltr
631.70 28.25 659.95 2.50 662.45 13.24 675.69 27.02 702.71

15ltr
2246.16 89.85 2336.01 7.50 2343.51 46.87 2390.38 95.62 2486.00

Findings And Suggestions

FINDINGS

1. Through questionnaire, I tried to collect primary data on

analysis and interpretation. I concluded the findings in my ways.

2. Almost all retailers of VITA products of AMBALA CANTT.

Has

full range of of VITA product at their shops.

3. Progress of VITA company is totally depended on the

employees of the company.

4. Company is not regularly adopting promotional efforts to

increase its sale.

5. VITA

milk products cost is comparatively higher then other companys milk products. the company is comparatively high than other company.

6. Market shere of

7. From the survey it was found that the consumption of butter

of VITA is increasing in Ambala cannt. As compared milk product brands.

8. As per survey butter of 100 gm. Is

to other

mostly consumed .

9. Profit margin of product of VITA company is less than other

companys operating in the market.

10. Generally milk pack of 500 gm is mostly demanded

in

market.
11. A majority of consumers are fully satisfied with the present

quality of VITA milk products

12. Consumer loyality towards VITA is a strongest

point for

company to maintain its sale.

SUGGESTIONS

The major companies in India, which are manufacturing milk products are VITA, Nestle, Britannia, Amul. Amul is the leader brand among all. From my project, I had some suggestion to VITA Ltd, which can help the company to increase the sale and market potential. Company should launch schemes time to time for the consumer. As consumption in market increases day by day, VITA Ltd. has to manufacture more and more quality products. Company should increase its advertisement. Company should give replacement to butter on the spot. Company should increase their price policies for their different milk products. The company should have offered more promotional schemes. The company should provide more information about the product quality, their prices and different uses of product to the retailers. VITA company need to concentrate on reducing its cost.

LIMITATIONS

The limitations are as follows: 1) The usual limitation of the resources in terms of time and money at the disposable of the single researcher has affected the findings of the research. 2) It was also difficult to get responses from most of the consumers because they considered it was wastage of time to talk with the researcher. They perhaps do not appreciate much the need and significance of such studies. In such cases, the researcher had to contend whatever could be collected from willing interviews only. 3) Its being my first attempt to under take such a study, thus inexperience is also a hurdle. 4) Since the study was based on sample size exercise, therefore the results may differ from the actual situation.

SWOT Analysis

SWOT ANALYSIS

STRENGTHS
1) The progress and success of VITA milk has always depended heavily on the competence, motivation, performance and dynamism of people at all levels. 2) VITAs key strength has always been its employees and their commitment to the progress of the company. 3) Market share of company is comparatively high. 4) Leading globle brands are the strength of company. 5) Strong and enduring consumer brand loyality around the world is another VITAS strength.

WEAKNESSES
1) Despite having regular increasing amount at sales, the VITA company has acceptability in the mind at the certain period. 2) Advertisements of the products are not done regularly. 3) Products are costly than the other milk products present in the market. 4) Products are limited to higher and middle class people. 5) Growth rate of the company is low.

OPPORTUNITIES
VITA has become a generic name for grooming and oral care so company has great opportunities in such market if supply will be regular with reasonable prices.

THREATS
Its competitor is providing facilities which company is not providing that is why retailers of the company are interacting towards them.

Bibliography

BIBLIOGRAPHY
BOOKS REFERRED Research methodology - C.R. KOTHARI Marketing research - P.C. JAIN WEBSITE WWW.vitaindia.com NEWS PAPER ECONOMIC TIMES 17th December 2006. OTHER INFORMATION FROM: companys issue magazines, and price structure list of the company.

Annexure

RETAILERS SHOPS NAME & ADDERESS

NAME OF MARKET

SHOPS NAME GOKUL DAIRY MAHESH DAIRY RAJ KUMAR SWEETS OM DAIRYS

VIJAY RATTAN MARKET

NAME OF MARKET

SHOPS NAME GUPTA DAIRY PRODUCTS MADHAV DAIRY PURI MILK PRODUCTS VIJAY DAIRY

FOOT BALL CHOWNK MARKET

NAME OF MARKET

SHOPS NAME PURI DAIRY STORE CHOUDHARY DAIRY ASHOKA DAIRY

GITA GOPAL MARKET

NAME OF MARKET

SHOPS NAME

CIVIL HOSIPITAL ROAD MARKET

SHUDH DAIRY GANDHI DAIRY FRESH DAIRY

NAME OF MARKET

SHOPS NAME PAWN DAIRYS PAHWA MILK PRODUCTS GURU NANAK DAIRY HARJAI SWEETS

SADAR BAZAR

NAME OF MARKET

SHOPS NAME MALHOTRA DAIRY KUMAR SWEETS CHAWLA DAIRY SHIVAM DAIRY KRISHNA DAIRY PRODUCT MADHU DAIRY

B.C BAZAR (REJMENT BAZAR)

NAME OF MARKET

SHOPS NAME

MAHESH NAGAR MARKET

SHANKAR DAIRY PAL DAIRY ASHOK DAIRY RAMESH DAIRY PRODUCTS

NAME OF MARKET

SHOPS NAME DATTA DAIRY BEHAL DAIRY AMAR DAIRY

GOBIND NAGAR MARKET

NAME OF MARKET

SHOPS NAME SAINI MILK PRODUCT MALIK DAIRY VIPUL DAIRY KESHAV MILK PRODUCTS

ASHOK VIHAR MARKET

NAME OF MARKET

SHOPS NAME VARINDA DAIRY SHARMA MILK PRODUCTS SHWALIK DAIRYS

EKTA VIHAR

QUESTIONNAIRE : CONSUMERS

Which is your first preference?

Vita Verka Britania Amul

Which butter pack of vita do you like to buy ?

50 gms. 500 gms. 100 gms.

Does VITA products advertisement is so impressing that influence or stimulate you to buy companys products ?
Impressing Non impressing

Which ghee tin pack do you like to buy ?

1 Ltr. 5 Ltr. 2 Ltr. 15 Ltr.

Do you shift towards other milk products when prices falls by ?

3% 7% 5%

Are you satisfied with present quality of VITA milk products

Fully satisfied Partially satisfied

Unsatisfied

Do you get VITA milk products at your nearest dairy shop ?

Always Never some time

Do you always got fresh products of VITA ?

Yes No

How frequently you purchase VITA milk products ?

ONCE IN A DAY TWISE IN A DAY WEEKLY FORTNIGHTLY NEVER

MILK GHEE CURD BUTTER SWEET

QUESTIONNAIRE : RETAILER

Which company milk products have maximum saleability? VITA VERKA BRITANNIA AMUL

Are you get any replacement facility from the company? YES NO

YES BUT CONDITION APPLY

Which companys brand do you give more shelf-space? VITA BRITANNIA VERKA AMUL

Which of the following scheme attraction in the case of following company? OTHER SCHEMES

BRANDS VITA VERKA BRITANNIA AMUL

REPLACEMENT DISCOUNT

Does the companys sales man regularly visit to your shop? DAILY FORTNIGHTLY WEEKLY MONTHLY

Does profit margin given by VITA is highest? YES NO

How much quantity of VITA products you sell in a week? A. Milk UPTO - 400 kg 400 - 700 kg 700 - 1000 kg More than 1000 kg B. Ghee UPTO - 100 kg 100 - 200 kg 200 - 300 kg More than 300 kg C. CURD UPTO - 200 kg 200 - 300 kg More than 300 kg