Mother Dairy
Summer Training Report on Identifying factors behind low sale of milk A study of Mother Dairy
As partial fulfilment of requirements for the award of the Post Graduate Diploma in Business Management (FMG-XVII) 2008-10
Submitted to: Prof. Sanghamitra Buddhapriya
Submitted By: Sumeet Sharma FMG XVII Roll No.081117
FORE SCHOOL OF MANAGEMENT
B-18, QUTAB INSTITUTIONAL AREA NEW DELHI
Certificate
This is to certify that Mr. Sumeet Sharma, Roll No. 081117 has completed his summer internship at Milk Division at Mother Dairy Fruits and Vegetables Pvt. Ltd., Noida and has submitted this project report entitled Identifying factors behind low sale of milk;A study of Mother Dairy towards partial fulfilment of the requirements for the award of the Post Graduate in Management (FMG-XVII) 2008-2010.
This Report is the result of his own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book. This project was carried out under my overall supervision.
Date: Place: ----------------------------------Internal Faculty Guide
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TABLE OF CONTENTS
S.no I II 1. Particulars Acknowledgment Exécutive Summary Introduction
1.1) Relevance 1.2) Description of Problem 1.3) Objective of the Project
Page No. iv v
1 3 3 5
2.
Literature Review
2.1) Indian Dairy Industry: An Overview 2.2) Operation Flood 2.3) National Dairy Development Board (NDDB) 2.4) About the Company: Mother Dairy 2.5) Delhi NCR Market
6
7
9
10 11 13
3.
Methodology
3.1) Locale of the Study 3.2) Sample Collection 3.2.1) Size of Sample 3.2.2) Method of Sampling 3.3) Data Collection 3.4) Data Analysis
14
17 17 17 17 17 17
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4. Analysis of Results
4.1) Quality 4.2) Smell 4.3) Taste 4.4) Commission 4.5) Timing 4.6) Accessories (Paint/Board) 4.7) Distributor 4.8) Schemes
18
23 25 27 29 31 33 35 37
5. Conclusions
5.1) Concluding observations 5.2) Limitations of Study 5.3) Further Scope of Study
41
42 42 43
6.
Recommendations References Appendix- Questionaire
44
47
48
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ACKNOWLEDGEMENT
The satiation and euphoria that accompany the successful completion of the project would be incomplete without the mention of the people who made it possible. I take this opportunity to express my sincere gratitude to Sh. Sandeep Ghosh (Head Sales) for his valuable guidance, support and encouraging words during the entire project duration. I feel privileged in expressing profound sense of gratitude and indebtness to my company guide Mr. Achint Malhotra (ASI,NT-4) for his invaluable support, guidance and suggestions which helped me to do the project. I would like to thank Mr. Subhash Sharma and Mr. F.C.Gupta who in spite of busy schedule has co- operated with me continuously and indeed, his valuable contribution and guidance have been certainly indispensable for my project work. I would like to express my profound sense of gratitude to Dr. Sanghamitra Buddhapriya, my faculty guide, who has always given me motivational boost to go and perform. I would further like to thank him for his persistence to listen to my problems and to give apt solutions.
(Sumeet Sharma)
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EXECUTIVE SUMMARY
This project report mainly focuses on identifying various factors which affects the sale of Mother Dairy milk in the market. I was assigned a region NT-4 in which I have to scan the whole market doing a market research finding various factors due to which the sale of Mother Dairy is continuously descending. The region NT-4 includes the area of Pitampura, Rani Bagh, Ashok Vihar, Shastri Nagar, Kishan Ganj, Lawrence road etc. For this I have formulated a questionaire with the help of which I can clearly evaluate those factors qualitatively and can come to a conclusion. In this questionaire the retailers were asked to rate the important factors on the scale of 1-5. The major finding of this research is that the main reason due to which the sales are continuously decreasing is due to the low Quality and bad taste and smell present in the milk as suggested to retailers by customers. Also some recommendations are suggested to the organisation which I think would be beneficial to the organisation to get back its lost customers. It can be achieved by coming out with some schemes for the customers which could benefit the customers in monetary form. The organisation can also focus on maintaining the quality of the milk till it reaches the end customers. For this purpose they can have a organised structure for the distributors as they holds the milk for the most important phase of the milk.
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CHAPTER 1 INTRODUCTION
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Milk, one of the most nutritious beverages that you and your family can enjoy, makes a major nutrient contribution to children's diets. In addition to calcium, it provides eight other essential nutrients. Over 70 percent of the calcium in our food supply comes from milk and dairy foods. Without milk on the menu, it's unlikely that kids will meet their daily calcium needs.
Further minerals like phosphorous, sodium, potassium and magnesium are present in appreciable quantities. Milk provides considerable quantity of thiamine, riboflavin, niacin, pyridoxine, pantothenic acid, biotin, folic acid, vitamin B12 etc. apart from Vitamin C.
Milk is the most widely used commodity in most of the households. Although people use it daily for drinking or making tea or coffee. Earlier milk used to be available in loose form delivered by the milkman. The quality of milk was not guaranteed also adulteration was an issue. Due to the fast expansion of cities and lack of time with the people, Poly pack milk is fast gaining precedence also the quality of mik is assured by the company which is selling milk. The quality is in accordance with the norms of FAO – Food and Agricultural Organisation which takes care of the quality of food products sold all over the world.
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1.1
RELEVANCE
Indian dairy sector is still mainly an unorganised sector as barely 10% of our total milk production undergoes organised handling. Nowadays consumers have become more cautious about the quality of the milk they are consuming as they are highly aware of the standards they get in the milk taken from local milk distribution centres and the standard they get in the poly packed milk. The retail chain has emerged as a huge potential market which if captured can help a company to emerge as a leader in the market. So it‘s quiet important that a company should focus on this market and know each and every detail of this market. A company should keep a close watch at the satisfaction level of its retailers and also they should be able to meet any complaints as soon as possible. What this research would help them to know the insights of the market through the side of retail chain with the help of which they can focus on solving the problems faced by their retailers.
1.2
DESCRIPTION OF PROBLEM
Traditionally, in India dairying has been a rural cottage industry. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. In earlier years, many households owned their own ‗family cow‘ or secured milk from a neighbour who had one. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production, problems 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.
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Gradually farmers living near the cities took advantage of their proximity to the cities & began supplying milk to the urban population; this gave rise to the fluid milk-sheds we see today in every city of our country. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and refrigeration. The Indian Dairy Industry has made rapid progress since Independence. A large number of modern milk plants and product factories have since been established. These organised dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand. Mother Dairy is the first company to set up booths in the country through which they sell bulk vended milk (loose milk) and milk in poly packs. Earlier only these booths are the means through which mother dairy is used to sell the milk in the urban areas, but with the inception of the competitors and there use of the retail shops as a means to distribute milk, it forces Mother Dairy to also make these local retail shops as a medium of their selling. The problem that will be tackled in this research is to find the appropriate reasons for the low sale in the retail chain of Mother dairy as compared to other competitors like Amul. For this purpose what we have to do is to find issues related to Mother Dairy retailers so that we can clearly understand the mindset of the market and the retailers so that we can improve upon those points to increase the sale of Mother Dairy in market.
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1.3
PROJECT OBJECTIVES:
1.1.1 Primary Objective:
The main objective of this project is to probe the reasons for low sale in the retail chain of Mother Dairy in the milk sector in the area NT-4 and thereby suggesting remedial recommendations thereof.
1.1.2 Secondary Objective:
To identify the issues related to Mother Dairy retailers. To study Mother Dairy strategy vis-à-vis competitors. To study the distribution channel in the retail chain of Mother Dairy To cover up the region NT-4 and get the retailers feedback. To add up new retailers in this area. To find out short term problem in every sub-region that can be sorted out. Suggesting viable recommendations to be implemented in the area. To keep track of the daily sales of the distributors in the region NT-4.
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Chapter 2 LITERATURE /CONCEPTUAL SUPPORT
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In the earlier chapter, introduction to the project was given in which objectives were defined, company’s overview was given, the problem that the company is facing and the relevance of this project was given. This chapter is about the literature and the conceptual support that will be needed at the advance stage of this project. In this various important terms and important concepts as per the requirement of the project have been defined, that will be helpful in properly understanding this project. For this various books, websites and blogs were used.
2.1 Indian Dairy Industry: An Overview
A dairy is a facility for the extraction and processing of animal milk—mostly from goats or cows, but also from buffalo, sheep, horses or camels —for human consumption. Typically it is a farm (dairy farm) or section of a farm that is concerned with the production of milk, butter and cheese. As an attributive, the word dairy refers to milk-based products, derivatives and processes, and the animals and workers involved in their production: for example dairy cattle, dairy goat. A dairy farm produces milk and a dairy factory processes it into a variety dairy products. These establishments constitute the dairy industry, a component of the food industry. The dairy industry is a part of the livestock sector of the country.
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Some highlights of the livestock sector are:
The livestock sector contributes over 4 % to the total GDP and about a quarter of the GDP from agriculture and allied activities. This sector is a main source of family income in the arid and semi-arid regions.
The Eleventh Five Year Plan envisages an overall growth of 6-7 % per annum for the sector. In 2006-2007, this sector contributed 101 million tonnes of milk, 51 billion eggs, 45 million kg of wool and 2.3 million tonnes of meat.
Key challenges before Indian Dairy Industry are as follows:
Ensuring Quality Procurement and efficiencies in supply chain Product differentiation and value addition
Milk Production India's milk production increased from 88.1 million tonnes in 2003-04 to 100 million tonnes in 2007-2008.
India is the largest producer of Milk in the World (replacing USA)
Per capita availability of milk presently is 231 grams per day, up from 112 grams per day in 1968-69.
India's 3.8 percent annual growth of milk production surpasses the 2 per cent growth in population; the net increase in availability is around 2 per cent per year.
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2.2 Operation Flood
Launched in 1970, Operation Flood has helped dairy farmers direct their own development, placing control of the resources they create in their own hands. A National Milk Grid links milk producers throughout India with consumers in over 700 towns and cities, reducing seasonal and regional price variations while ensuring that the producer gets a major share of the consumers' rupee. The bedrock of Operation Flood has been village milk producers‘ cooperatives, which procure milk and provide inputs and services, making modern management and technology available to members. Operation Flood's objectives included: Increase milk production ("a flood of milk") Augment rural incomes Fair prices for consumers
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2.3 National Dairy Development Board( NDDB)
The National Dairy Development Board was created to promote, finance and support producer-owned and controlled organizations. NDDB's programmes and activities seek to strengthen farmer cooperatives and support national policies that are favourable to the growth of such institutions. Fundamental to NDDB's efforts are cooperative principles and the Anand Pattern of Cooperation. A commitment to help rural producers help themselves has guided the Dairy Board's work for more than 30 years. This commitment has been rewarded with achievements made by cooperative dairies in milk production, employment generation, per capita availability of milk, foreign exchange savings and increased farmer incomes. The National Dairy Development Board (NDDB) has replaced exploitation with empowerment, convention with modernity, stagnation with growth and transformed dairying into an instrument for the development of Indian farmers. The National Dairy Development Board was created in 1964 in response to the Prime Minister Lal Bahadur Shastri's call to "transplant the spirit of Anand in many other places". He wanted the Anand model of dairy development - with institutions owned by rural producers, which were sensitive to their needs and responsive to their demands - replicated in other parts of the country. The Board's creation was routed in the conviction that our nation's socio-economic progress lies largely on the development of rural India. Thus NDDB's mandate is to promote, finance and support producer-owned and controlled organizations. NDDB's programmes and activities seek to strengthen farmer cooperatives and support national policies that are favourable to the growth of such institutions.
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2.4 About the company –Mother Dairy
‘Mother Dairy’ is the largest liquid milk brand in Asia. It started its operations in 1974 under the Operation Flood programme of the National Dairy Development Board. Operation Flood is one of the largest dairy development projects in the world. Mother Diary, Delhi is IS/ISO9002 & IS-15000 (HACCP) certified organisation. ‘Mother Dairy’ is the single largest brand of milk in Delhi, India as well as in Asia, marketing about 1.9 million liters of milk per day. Mother Dairy commands 40% market share in the organized sector in and around Delhi, primarily because of consistent quality and service reliability. ‘Mother Dairy’, which markets over 22 lakh LPD of milk procured from various State federations in Delhi, has now entered the Mumbai market. In addition to toned milk through Bulk vending, Mother Dairy also markets Full cream milk, standardised milk, toned milk, double toned milk and Skimmed milk (lite) in polypacks.
Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Environment Management System (EMS) Certified organisation.
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Mother Dairy was the first industry in country to implement ISO-14031(Environment Performance Evaluation) project.
This provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy. The National Dairy Development Board (NDDB) commissioned Mother Dairy in the first phase of Operation Flood in 1974. Considering the success of Dairy industry NDDB established Fruit & Vegetable Project in Delhi in 1988 with "SAFAL" as its umbrella brand. With a view to separating the commercial activities from developmental activities, the NDDB merged Mother Dairy and the Fruit & Vegetable project into a wholly owned company named Mother Dairy Fruit &Vegetable Ltd (MDFVL) in April 2000. This becomes the holding company of Mother Dairy India Ltd (MDIL)- a marketing company and Mother Dairy Foods Processing Ltd (MDFPL)- a processing company. The company is a highly trusted household name for its wide range of milk products like Milk, Flavoured Milk, Ice-Cream, Dahi, Lassi, Table Butter, Dairy Whitner, Ghee etc.
Mother Dairy sources its entire requirement of liquid milk from dairy cooperatives. The objective of Mother Dairy is to: (a) ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and; (b) Uphold institutional structures that empower milk producers and farmers through processes that are equitable.
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At Mother Dairy, processing of milk is controlled by process automation whereby state-ofthe-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. In addition to its market leadership in India, Mother Dairy is also active in the global arena, exporting its range of dairy products to various international markets.
2.5 Delhi NCR market:
Delhi National Capital Region (NCR), among the biggest milk markets in the country, is dominated by Mother Dairy currently. Delhi‘s estimated 40 lakh litres per day (LLPD) organised liquid milk is dominated by Mother Dairy (23 LLPD) and Gujarat Cooperative Milk Marketing Federation (GCMMF or ‗Amul‘, which sells 10 LLPD). Besides these two, there is the public sector Delhi Milk Scheme (three LLPD) and private brands such as ‗Paras‘ and ‗Gopaljee‘ (1.5-2 LLPD each). Amul and NDDB's non-compete agreement has prevented the former from launching its liquid milk in the Delhi market till 2003.With the non-compete agreement having run out, Amul launched its fresh milk in Delhi in two variants — full cream and toned — priced at par with that of Mother Dairy .Amul, to its delight, has seen the demand for its milk going up by leaps and bounds in the city and is now planning to enter into alliances with dairies located around Delhi such as Indian Potash and Modern Dairy to cater to the demand.
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Chapter 3 METHODOLOGY
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The earlier chapter dealt with the literature and the conceptual facts that are needed to be understood to have clarity on this project’s topic. In that chapter various terms and concepts were explained, this chapter deals with the methodology that was used while carrying out the project. This chapter would give the detailed process how appropriate methods were chosen and designed, what were the target sample and the method that was used for it, various parameters and also the data that was collected.
At the beginning of the training process, a brief session was conducted with Mr.Sandeep Ghosh (Head Sales) at Noida Office, where he provided us with valuable insights of how the company works and what are various distribution channels followed by the company. He also gives us knowledge about the various plants where milk is processed.
In order to get the first hand experience, a brief session was again conducted with Mr. Subhash Sharma (Head Sales- Delhi) and Mr. F.C.Gupta (Head Sales-North Delhi). From here the main methodology starts as after that various hints, and clues were provided to prepare the questionnaire for the Independent retail stores, and a format was provided to scan the market.
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Thus during the entire project following steps were undertaken:
After getting feel of the whole working of the organisation, a questionaire is drafted depending on the type of research we were asked to do. The market is surveyed with the help of the distributor as well as independently. I am asked to scan the whole area i.e. NT-4 and cover all retail shops irrespective of that they are selling Mother Dairy or not and then to convince the non-selling shops to start selling the Mother Dairy Milk. So for having a clear idea, I first visited the retail shops that are covered by the five distributors present in the area and then after that I visited the non-selling shops. A total of around 600 retailers are surveyed during the whole research with the help of a questionaire. The various locations surveyed under different distributors are:
Mukesh Sharma: Shakurpur Basti, Kohat Enclave, Lok Vihar, Pitampura, Rani Bagh, Saraswati Vihar, Sainik Vihar, Mahindra Park, Multani Mohalla, Srinagar, Raja Park.
Smt.Sunita Sharma: Tri Nagar, Lawrence Road. Choudhary & Sons Co.: Ashok Vihar, Sindhori Kalan, Sawan Park. Satyveer Singh: Shastri Nagar, Subhadra Colony, Indra Lok Radha Krishna ENT: Kishan Ganj, Andha Mugal, Padam Nagar. Geeta Enterprises: J.J.Colony
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3.1 Locale of the study
The study was done in the region NT-4 under the supervision of Noida Office. The region NT-4 covers areas like Pitampura, Rani Bagh, Lawrence Road, Tri Nagar, Kishan Ganj, J.J.Colony, Shastri Nagar, and Ashok Vihar.
3.2 Sample collection
All the retailers under region NT-4 were interviewed. 3.2.1 Size of the sample Around 600 retailers were interviewed. 3.2.2 Method of sampling Convenient sampling is used to do sampling as all the retailers in the region NT-4 are interviewed.
3.3 Data collection
Data was collected through two sources: Primary Source: Primary data was collected directly from the retailers through a questionaire. Secondary Source: The secondary source was the daily sales record of all the distributors.
3.4 Data Analysis
Data analysis was done mainly from the data collected through the retailers. The data collected from secondary sources is also used to analyse on one particular parameter. Qualitative analysis was done on the data collected from the primary as well as secondary sources. The next chapter deals with the data analysis and interpretations that was done for the project after collecting all the data.
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Chapter 4 Analysis of results
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The analysis is done on the data collected through a questionaire filled by around 600 retailers. The data collected focussed on various parameters on which the whole milk industry depends and furthers the analysis is done on those parameters.
First let us look about the type of retailers surveyed
78
retailers selling MD retailers not selling MD
522
What we can see is that most of the retailers surveyed are currently selling milk of Mother Dairy and only 78 retailers not selling mother Dairy milk are surveyed out of which one retailer is convinced to sell the Mother Dairy milk.
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Next thing which was reviewed was that how many retailers out of 600 are satisfied with the milk of Mother Dairy. The following result came out:
235 satisfied 365
not satisfied
The results were really shocking as not even 50% of the retailers are satisfied with the milk of Mother Dairy. The gap between number of retailers satisfied and number of retailers notsatisfied is too high. So further research was sidelined to find why so many retailers under one region are not satisfied with the milk of Mother Dairy. So with the help of distributor and Mother Dairy officials some parameters emerges which we all feel is important in the milk industry.
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On the whole 10 parameters were finalised on which the research was done. These parameters are: Quality Taste Scheme Smell Commission Leakages Dirty crates Paint/Board Distributor Timing
Initially MD, Amul and other Brands are rated on the scale of 1-5 to get an overall view of the market situation and then different parameters are evaluated on the same scale of 1-5.
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The result of overall view is:
5 4.5 4
3.5
3 2.5 2 1.5 1 0.5 0 overall MD AMUL Others
What we can see is that Amul leads the pack which is in accordance with the earlier result of satisfaction level of retailers as not many of them were satisfied. It is because Amul has tried to made inroads into the Delhi/NCR market with a high quality milk which no other brand in the market at this point of time is providing to its customers.
Now comes the main work, finding parameters which are important and affects the behaviour and perception of retailers about Mother Dairy. Out of those 10 parameters finalised 8 of them were really found important once the survey was over. These parameters are analysed graphically and statistically.
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4.1 QUALITY
6 5 4 3 2 1 0 Quality MD Amul Others
What we can clearly see is that Amul clearly leads the pack in the terms of quality. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. This is mainly because MD is 7 state milk whereas Amul is a one state milk. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of quality of MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Quality Ha: There is a significant difference between the response of retailers w.r.t. Quality
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Result:
Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
100 2.78000 1.15976 0.11598 100 4.94000 0.23868 0.02387
Difference 100 -2.16000 1.19528 0.11953
95% CI for mean difference: (-2.39717, -1.92283) T-Test of mean difference = 0 (vs. not = 0): T-Value = -18.07 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Quality.
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4.2 SMELL
5 4.5 4 3.5 3 2.5 MD Amul Others
2
1.5 1 0.5 0 Smell
What we can clearly see is that smell is most prominent in MD as compared to other competitors. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Smell in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Smell Ha: There is a significant difference between the response of retailers w.r.t. Smell
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Result: Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
600 4.49000 0.67131 0.02741 600 1.17000 0.42591 0.01739
Difference 600 3.32000 0.89383 0.03649
95% CI for mean difference: (3.24834, 3.39166) T-Test of mean difference = 0 (vs not = 0): T-Value = 90.98 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Smell.
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4.3 TASTE
6 5 4 3 2 1 0 Taste MD Amul Others
What we can clearly see is that in case of Taste, Amul leads the pack followed by MD and the competitors. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Smell in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Smell Ha: There is a significant difference between the response of retailers w.r.t. Smell
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Result: Paired T for MD - AMUL N Mean StDev SE Mean MD 600 2.28000 0.60183 0.02457 AMUL 600 5.00000 0.00000 0.00000 Difference 600 -2.72000 0.60183 0.02457
95% CI for mean difference: (-2.76825, -2.67175) T-Test of mean difference = 0 (vs not = 0): T-Value = -110.71 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Taste.
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4.4 COMMISSION
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 COMMISSION MD Amul Others
What we can clearly see is that in case of Commission, other brands lead the pack followed by Amul and MD. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. These high values are because MD and Amul both have the same commission of 80 paise/litre, whereas other brands have a higher commission as compared to the market leaders. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Commission in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Commission Ha: There is a significant difference between the response of retailers w.r.t. Commission
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Result: Paired T for MD - AMUL
N MD AMUL 600
Mean
StDev SE Mean
4.01000 1.04485 0.04266 4.08000 0.65903 0.02690
600
Difference 600 -0.070000 1.322125 0.053976
95% CI for mean difference: (-0.176004, 0.036004) T-Test of mean difference = 0 (vs not = 0): T-Value = -1.30 P-Value = 0.195
Interpretation:
The P-Value > 0.05 means we have to accept the null hypothesis at 95% confidence level i.e. there is no significant difference between the responses of retailers‘ w.r.t. Commission.
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4.5 TIMING
4.5 4
3.5
3 2.5 MD Amul Others
2
1.5 1 0.5 0 Timing
What we can clearly see is that in case of Timing, MD leads the pack with a little difference above other players but Amul really lacks in this field. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. So this is the parameter in which MD should improve more and try to squeeze out even single complaint coming in this parameter. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Timing in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Timing Ha: There is a significant difference between the response of retailers w.r.t. Timing
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Result:
Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
600 4.27000 0.71970 0.02938 600 3.35000 0.96387 0.03935
Difference 600 0.920000 1.310138 0.053486
95% CI for mean difference: (0.814957, 1.025043) T-Test of mean difference = 0 (vs not = 0): T-Value = 17.20 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Timing.
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4.6 ACCESSORIES(PAINT/BOARD)
4 3.5 3 2.5 2 1.5 1 0.5 0 Accessories(Paint/Board) MD Amul Others
What we can clearly see is that in case of Timing, MD leads the pack with a little difference above Amul but other players really lacks in this field. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Accessories (Paint/Board) in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Accessories Ha: There is a significant difference between the response of retailers w.r.t. Accessories
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Result:
Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
600 3.57000 0.60474 0.02469 600 3.35000 0.96387 0.03935
Difference 600 0.220000 0.955574 0.039011
95% CI for mean difference: (0.143385, 0.296615) T-Test of mean difference = 0 (vs not = 0): T-Value = 5.64 P-Value = 0.135
Interpretation:
The P-Value > 0.05 means we have to accept the null hypothesis at 95% confidence level i.e. there is no significant difference between the responses of retailers w.r.t. Accessories (Paint/Board).
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4.7 DISTRIBUTOR
4.8 4.6 4.4 4.2 4 3.8 3.6 PROBLEM WITH DISTRIBUTOR MD Amul Others
What we can clearly see is that in case of Distributors, Amul leads the pack with a little difference above MD but other players are good in this field. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Distributors of MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Distributors Ha: There is a significant difference between the response of retailers w.r.t. Distributors
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Result:
Paired T for MD - AMUL
N MD AMUL 600
Mean
StDev SE Mean
4.52000 0.83111 0.03393 4.65000 0.60672 0.02477
600
Difference 600 -0.130000 0.987281 0.040306
95% CI for mean difference: (-0.209157, -0.050843) T-Test of mean difference = 0 (vs not = 0): T-Value = -3.23 P-Value = 0.086
Interpretation:
The P-Value > 0.05 means we have to accept the null hypothesis at 95% confidence level i.e. there is no significant difference between the responses of retailers‘ w.r.t. Distributors.
This parameter provides an opportunity to MD to focus more on this as there are many complaints of Amul distributors in the area and if tried many customers and retailers can be broken from Amul.
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4.8 SCHEME
6 5 4 3 2 1 0 Scheme MD Amul Others
What we can clearly see is that in case of Scheme, MD clearly leads the pack, as its MD only which comes up with the schemes as compared to its competitors. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Distributors of MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Schemes Ha: There is a significant difference between the response of retailers w.r.t. Schemes
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Result: Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
600 4.94000 0.23768 0.00970 600 1.46000 0.49881 0.02036
Difference 600 3.48000 0.51966 0.02122
95% CI for mean difference: (3.43833, 3.52167) T-Test of mean difference = 0 (vs not = 0): T-Value = 164.03 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Schemes. What we have seen is that its Mother Dairy which is more focussed on bringing out new schemes as compared to its competitors, so what I had done is further researched on this front and the analysis I came up with is as follows:
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3500
3400
SCHEME
3300
3200 Series1 3100
3000
NO-SCHEME
2900
2800 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45
This graph is formed with the help of average sales of all the distributors in the region NT-4 on the daily basis. From the graph what we can clearly see is that during the scheme period as highlighted the Demand is high as compared o the non-scheme period as highlighted. During the period of May 01- May 10, 2009 a scheme was undergoing named ‖ Mother Dairy Full Cream Kharedo- Aur Ban Jao Malamaal”. During this scheme the sales are high as compared to the non-scheme days.
To further verify our finding we have again applied statistical tool to confirm our finding:
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MINITAB OUTPUT: Objective: To know whether there is any difference in the sales of the distributors during the scheme and no-scheme days. Hypothesis: Ho: There is no significant difference between the sales of distributor during the scheme and no-scheme period. Ha: There is a significant difference between the sales of distributor during the scheme and no-scheme period. Result: Paired T for Scheme - no-scheme
N Scheme
Mean StDev SE Mean 10 3256.70 86.69 27.41 11.60
no-scheme 10 3101.90 36.68
Difference 10 154.800 90.180 28.517
95% CI for mean difference: (90.289, 219.311) T-Test of mean difference = 0 (vs not = 0): T-Value = 5.43 P-Value = 0.000
Interpretation: The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the sales of distributor during the scheme and noscheme period.
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CHAPTER 5 CONCLUSIONS
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In the last chapter all the analysis for the project was done with the help of various graphs, charts and different statistical software. This chapter holds the conclusion of the whole project.
5.1 Concluding observations
This project was about the milk segment of Mother Dairy Pvt. Ltd. that due to intense competition from its competitors is continuously losing its market in Delhi/NCR. So in this project different parameters on which the sale of Mother Dairy depends are studied and analysed. The final outcome of the project is that the parameters which hinder the sale of Mother Dairy are low Quality, Smell and Taste. Milk market is a totally unpredictable market and the organisation should be over-cautious of any complaints that come into milk as it includes the sentiments of a mother for her kid and she would not prefer to give anything to her kid for which she is not 100% satisfied. So the company should take every step possible to contain these problems which in some way or the other affects the sale of Mother Dairy and its retailers.
5.2 Limitations of the study
Since the study is done in only one region of Delhi, these results cannot be generalised on all Delhi basis. Shopkeepers also tend to hide some facts and figures due to some reasons which can hinder the results we get from this survey. Still a lot can be done to make the whole system efficient.
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5.3 Further scope of study
The findings we got from this project will be of great help for the company as these findings will help the organisation for improving their system as well as milk. This kind of research should be done on all Delhi basis so that the organisation could get a clear picture of overall Delhi and then they can effectively implement some measures to rectify all the problems that comes up on all Delhi basis.
The next chapter is pretty important for this project as it includes the recommendations that if implemented can solve the company’s problem.
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CHAPTER 6 RECOMMENDATIONS
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In the last chapter conclusion was drawn and the business decision about the project was explained. In this chapter recommendations are given which can be helpful for the company if implemented.
Following are the recommendations to be considered: The organisation should have a specific distribution model which should be followed necessarily by each distributor as at this level not everything is organised and each distributor follows a different model to distribute milk due to which in some areas potential sale doesn‘t happens. To keep track of the supply timings and to sustain the quality of milk till it reaches the retailers, company should have a policy for each distributor to keep vehicles which can maintain the temperature of the milk as maximum distributors are currently doing the distribution with the help of auto-rickshaws which exposes milk to the hot air and sunlight. As there are many regions in the area which consists of low income group, so the organisation should have a policy to provide them ―Dry ice Boxes‖ which can act as a refrigerator. These should be used in these areas as they are cheap and convenient to use. There should be an arrangement made available for the distributors so that they can cater to sudden demand for the milk so that not even a single chance of selling is missed. The organisation is way ahead in coming out with schemes for the distributors and retailers but the organisation should also start coming with schemes for the customers as it would be a real boost to the sales of Mother Dairy milk and also it will help MD get back its lost customers.
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The organisation should have a consistent replacement policy for all kind of customers. The organisation should understand that the sale of MD milk is more in less developed areas so they should take extra care of these kinds of areas and should act as soon as possible to cater to their problems. The organisation should schedule these kinds of surveys on a more regular basis as at this point of time Amul is really capturing the market and the organisation should take viable steps to meet the expectations of its customers. The organisation should change their design of the packets of milk as the organisation should clearly state the bifurcations of various ingredients of milk as Amul presents a strong point to its customers writing there ―No Powder Milk‖ whereas MD milk packets has no such statements written on its packets.
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References
www.motherdairy.com www.nddb.org www.indiandairy.com www.wikipedia.com www.indianmilkproducts.com
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Annexure
For collecting the data a structured questionnaire for the retailers is prepared to get detailed and structured information regarding the project. The questionaire includes both the closeended as well as open ended questions. Given below is the questionnaire:
Questionaire for Retail Outlets
1. Booth No:- _____
Distributor Name:- ___________________________
2. Location/Address:- __________________________________________________
3. Avg. Daily Sales in litres for: MD_____ AMUL_____ OTHERS_____
4. How would you rate your present sales? a) Satisfactory: ______ b) Unsatisfactory: ______
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5. If not satisfactory then please choose the reasons from below:
a) Competition from other brands b) Competition from local dairy owners c) Others ____________________________________________________________
6. Whom do you consider your major competitor? ____________________________________________________________
_______
7. Specify one strength and one weakness of MD milk..... Strength____________________________________________________
__________ Weakness____________________________________________________
__________
8. Specify the commission and other incentives company is providing..... Commission________ Other Incentives______________________________
9. Specify one strength and one weakness of your competitor..... Strength____________________________________________________
____ Weakness____________________________________________________
__
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10.Is there any replacement policy being followed in the company..... For leakage_________ For Curdling________
11.Which company‘s product u feel has maximum sales, and u feel happy to have their product on your counter? Rate on scale of 1 to 5: MD_________ AMUL________ OTHERS________ 12.Rate the milk on the scale of 1-5 on the following factors: Quality MD_____ Taste MD_____ Scheme MD_____ Leakages MD_____ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______
Commission MD_____ AMUL____ OTHERS______
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Distributor MD_____ Timing MD_____ Dirty Crates MD_____ Paint/Board MD_____ Smell MD_____ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______
13.Any suggestions you want to give to the company..... ___________________________________________________________
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As partial fulfilment of requirements for the award of the Post Graduate Diploma in Business Management (FMG-XVII) 2008-10
Submitted to: Prof. Sanghamitra Buddhapriya
Submitted By: Sumeet Sharma FMG XVII Roll No.081117
FORE SCHOOL OF MANAGEMENT
B-18, QUTAB INSTITUTIONAL AREA NEW DELHI
Certificate
This is to certify that Mr. Sumeet Sharma, Roll No. 081117 has completed his summer internship at Milk Division at Mother Dairy Fruits and Vegetables Pvt. Ltd., Noida and has submitted this project report entitled Identifying factors behind low sale of milk;A study of Mother Dairy towards partial fulfilment of the requirements for the award of the Post Graduate in Management (FMG-XVII) 2008-2010.
This Report is the result of his own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book. This project was carried out under my overall supervision.
Date: Place: ----------------------------------Internal Faculty Guide
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TABLE OF CONTENTS
S.no I II 1. Particulars Acknowledgment Exécutive Summary Introduction
1.1) Relevance 1.2) Description of Problem 1.3) Objective of the Project
Page No. iv v
1 3 3 5
2.
Literature Review
2.1) Indian Dairy Industry: An Overview 2.2) Operation Flood 2.3) National Dairy Development Board (NDDB) 2.4) About the Company: Mother Dairy 2.5) Delhi NCR Market
6
7
9
10 11 13
3.
Methodology
3.1) Locale of the Study 3.2) Sample Collection 3.2.1) Size of Sample 3.2.2) Method of Sampling 3.3) Data Collection 3.4) Data Analysis
14
17 17 17 17 17 17
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4. Analysis of Results
4.1) Quality 4.2) Smell 4.3) Taste 4.4) Commission 4.5) Timing 4.6) Accessories (Paint/Board) 4.7) Distributor 4.8) Schemes
18
23 25 27 29 31 33 35 37
5. Conclusions
5.1) Concluding observations 5.2) Limitations of Study 5.3) Further Scope of Study
41
42 42 43
6.
Recommendations References Appendix- Questionaire
44
47
48
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ACKNOWLEDGEMENT
The satiation and euphoria that accompany the successful completion of the project would be incomplete without the mention of the people who made it possible. I take this opportunity to express my sincere gratitude to Sh. Sandeep Ghosh (Head Sales) for his valuable guidance, support and encouraging words during the entire project duration. I feel privileged in expressing profound sense of gratitude and indebtness to my company guide Mr. Achint Malhotra (ASI,NT-4) for his invaluable support, guidance and suggestions which helped me to do the project. I would like to thank Mr. Subhash Sharma and Mr. F.C.Gupta who in spite of busy schedule has co- operated with me continuously and indeed, his valuable contribution and guidance have been certainly indispensable for my project work. I would like to express my profound sense of gratitude to Dr. Sanghamitra Buddhapriya, my faculty guide, who has always given me motivational boost to go and perform. I would further like to thank him for his persistence to listen to my problems and to give apt solutions.
(Sumeet Sharma)
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EXECUTIVE SUMMARY
This project report mainly focuses on identifying various factors which affects the sale of Mother Dairy milk in the market. I was assigned a region NT-4 in which I have to scan the whole market doing a market research finding various factors due to which the sale of Mother Dairy is continuously descending. The region NT-4 includes the area of Pitampura, Rani Bagh, Ashok Vihar, Shastri Nagar, Kishan Ganj, Lawrence road etc. For this I have formulated a questionaire with the help of which I can clearly evaluate those factors qualitatively and can come to a conclusion. In this questionaire the retailers were asked to rate the important factors on the scale of 1-5. The major finding of this research is that the main reason due to which the sales are continuously decreasing is due to the low Quality and bad taste and smell present in the milk as suggested to retailers by customers. Also some recommendations are suggested to the organisation which I think would be beneficial to the organisation to get back its lost customers. It can be achieved by coming out with some schemes for the customers which could benefit the customers in monetary form. The organisation can also focus on maintaining the quality of the milk till it reaches the end customers. For this purpose they can have a organised structure for the distributors as they holds the milk for the most important phase of the milk.
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CHAPTER 1 INTRODUCTION
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Milk, one of the most nutritious beverages that you and your family can enjoy, makes a major nutrient contribution to children's diets. In addition to calcium, it provides eight other essential nutrients. Over 70 percent of the calcium in our food supply comes from milk and dairy foods. Without milk on the menu, it's unlikely that kids will meet their daily calcium needs.
Further minerals like phosphorous, sodium, potassium and magnesium are present in appreciable quantities. Milk provides considerable quantity of thiamine, riboflavin, niacin, pyridoxine, pantothenic acid, biotin, folic acid, vitamin B12 etc. apart from Vitamin C.
Milk is the most widely used commodity in most of the households. Although people use it daily for drinking or making tea or coffee. Earlier milk used to be available in loose form delivered by the milkman. The quality of milk was not guaranteed also adulteration was an issue. Due to the fast expansion of cities and lack of time with the people, Poly pack milk is fast gaining precedence also the quality of mik is assured by the company which is selling milk. The quality is in accordance with the norms of FAO – Food and Agricultural Organisation which takes care of the quality of food products sold all over the world.
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1.1
RELEVANCE
Indian dairy sector is still mainly an unorganised sector as barely 10% of our total milk production undergoes organised handling. Nowadays consumers have become more cautious about the quality of the milk they are consuming as they are highly aware of the standards they get in the milk taken from local milk distribution centres and the standard they get in the poly packed milk. The retail chain has emerged as a huge potential market which if captured can help a company to emerge as a leader in the market. So it‘s quiet important that a company should focus on this market and know each and every detail of this market. A company should keep a close watch at the satisfaction level of its retailers and also they should be able to meet any complaints as soon as possible. What this research would help them to know the insights of the market through the side of retail chain with the help of which they can focus on solving the problems faced by their retailers.
1.2
DESCRIPTION OF PROBLEM
Traditionally, in India dairying has been a rural cottage industry. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. In earlier years, many households owned their own ‗family cow‘ or secured milk from a neighbour who had one. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production, problems 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.
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Gradually farmers living near the cities took advantage of their proximity to the cities & began supplying milk to the urban population; this gave rise to the fluid milk-sheds we see today in every city of our country. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and refrigeration. The Indian Dairy Industry has made rapid progress since Independence. A large number of modern milk plants and product factories have since been established. These organised dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand. Mother Dairy is the first company to set up booths in the country through which they sell bulk vended milk (loose milk) and milk in poly packs. Earlier only these booths are the means through which mother dairy is used to sell the milk in the urban areas, but with the inception of the competitors and there use of the retail shops as a means to distribute milk, it forces Mother Dairy to also make these local retail shops as a medium of their selling. The problem that will be tackled in this research is to find the appropriate reasons for the low sale in the retail chain of Mother dairy as compared to other competitors like Amul. For this purpose what we have to do is to find issues related to Mother Dairy retailers so that we can clearly understand the mindset of the market and the retailers so that we can improve upon those points to increase the sale of Mother Dairy in market.
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1.3
PROJECT OBJECTIVES:
1.1.1 Primary Objective:
The main objective of this project is to probe the reasons for low sale in the retail chain of Mother Dairy in the milk sector in the area NT-4 and thereby suggesting remedial recommendations thereof.
1.1.2 Secondary Objective:
To identify the issues related to Mother Dairy retailers. To study Mother Dairy strategy vis-à-vis competitors. To study the distribution channel in the retail chain of Mother Dairy To cover up the region NT-4 and get the retailers feedback. To add up new retailers in this area. To find out short term problem in every sub-region that can be sorted out. Suggesting viable recommendations to be implemented in the area. To keep track of the daily sales of the distributors in the region NT-4.
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Chapter 2 LITERATURE /CONCEPTUAL SUPPORT
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In the earlier chapter, introduction to the project was given in which objectives were defined, company’s overview was given, the problem that the company is facing and the relevance of this project was given. This chapter is about the literature and the conceptual support that will be needed at the advance stage of this project. In this various important terms and important concepts as per the requirement of the project have been defined, that will be helpful in properly understanding this project. For this various books, websites and blogs were used.
2.1 Indian Dairy Industry: An Overview
A dairy is a facility for the extraction and processing of animal milk—mostly from goats or cows, but also from buffalo, sheep, horses or camels —for human consumption. Typically it is a farm (dairy farm) or section of a farm that is concerned with the production of milk, butter and cheese. As an attributive, the word dairy refers to milk-based products, derivatives and processes, and the animals and workers involved in their production: for example dairy cattle, dairy goat. A dairy farm produces milk and a dairy factory processes it into a variety dairy products. These establishments constitute the dairy industry, a component of the food industry. The dairy industry is a part of the livestock sector of the country.
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Some highlights of the livestock sector are:
The livestock sector contributes over 4 % to the total GDP and about a quarter of the GDP from agriculture and allied activities. This sector is a main source of family income in the arid and semi-arid regions.
The Eleventh Five Year Plan envisages an overall growth of 6-7 % per annum for the sector. In 2006-2007, this sector contributed 101 million tonnes of milk, 51 billion eggs, 45 million kg of wool and 2.3 million tonnes of meat.
Key challenges before Indian Dairy Industry are as follows:
Ensuring Quality Procurement and efficiencies in supply chain Product differentiation and value addition
Milk Production India's milk production increased from 88.1 million tonnes in 2003-04 to 100 million tonnes in 2007-2008.
India is the largest producer of Milk in the World (replacing USA)
Per capita availability of milk presently is 231 grams per day, up from 112 grams per day in 1968-69.
India's 3.8 percent annual growth of milk production surpasses the 2 per cent growth in population; the net increase in availability is around 2 per cent per year.
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2.2 Operation Flood
Launched in 1970, Operation Flood has helped dairy farmers direct their own development, placing control of the resources they create in their own hands. A National Milk Grid links milk producers throughout India with consumers in over 700 towns and cities, reducing seasonal and regional price variations while ensuring that the producer gets a major share of the consumers' rupee. The bedrock of Operation Flood has been village milk producers‘ cooperatives, which procure milk and provide inputs and services, making modern management and technology available to members. Operation Flood's objectives included: Increase milk production ("a flood of milk") Augment rural incomes Fair prices for consumers
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2.3 National Dairy Development Board( NDDB)
The National Dairy Development Board was created to promote, finance and support producer-owned and controlled organizations. NDDB's programmes and activities seek to strengthen farmer cooperatives and support national policies that are favourable to the growth of such institutions. Fundamental to NDDB's efforts are cooperative principles and the Anand Pattern of Cooperation. A commitment to help rural producers help themselves has guided the Dairy Board's work for more than 30 years. This commitment has been rewarded with achievements made by cooperative dairies in milk production, employment generation, per capita availability of milk, foreign exchange savings and increased farmer incomes. The National Dairy Development Board (NDDB) has replaced exploitation with empowerment, convention with modernity, stagnation with growth and transformed dairying into an instrument for the development of Indian farmers. The National Dairy Development Board was created in 1964 in response to the Prime Minister Lal Bahadur Shastri's call to "transplant the spirit of Anand in many other places". He wanted the Anand model of dairy development - with institutions owned by rural producers, which were sensitive to their needs and responsive to their demands - replicated in other parts of the country. The Board's creation was routed in the conviction that our nation's socio-economic progress lies largely on the development of rural India. Thus NDDB's mandate is to promote, finance and support producer-owned and controlled organizations. NDDB's programmes and activities seek to strengthen farmer cooperatives and support national policies that are favourable to the growth of such institutions.
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2.4 About the company –Mother Dairy
‘Mother Dairy’ is the largest liquid milk brand in Asia. It started its operations in 1974 under the Operation Flood programme of the National Dairy Development Board. Operation Flood is one of the largest dairy development projects in the world. Mother Diary, Delhi is IS/ISO9002 & IS-15000 (HACCP) certified organisation. ‘Mother Dairy’ is the single largest brand of milk in Delhi, India as well as in Asia, marketing about 1.9 million liters of milk per day. Mother Dairy commands 40% market share in the organized sector in and around Delhi, primarily because of consistent quality and service reliability. ‘Mother Dairy’, which markets over 22 lakh LPD of milk procured from various State federations in Delhi, has now entered the Mumbai market. In addition to toned milk through Bulk vending, Mother Dairy also markets Full cream milk, standardised milk, toned milk, double toned milk and Skimmed milk (lite) in polypacks.
Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Environment Management System (EMS) Certified organisation.
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Mother Dairy was the first industry in country to implement ISO-14031(Environment Performance Evaluation) project.
This provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy. The National Dairy Development Board (NDDB) commissioned Mother Dairy in the first phase of Operation Flood in 1974. Considering the success of Dairy industry NDDB established Fruit & Vegetable Project in Delhi in 1988 with "SAFAL" as its umbrella brand. With a view to separating the commercial activities from developmental activities, the NDDB merged Mother Dairy and the Fruit & Vegetable project into a wholly owned company named Mother Dairy Fruit &Vegetable Ltd (MDFVL) in April 2000. This becomes the holding company of Mother Dairy India Ltd (MDIL)- a marketing company and Mother Dairy Foods Processing Ltd (MDFPL)- a processing company. The company is a highly trusted household name for its wide range of milk products like Milk, Flavoured Milk, Ice-Cream, Dahi, Lassi, Table Butter, Dairy Whitner, Ghee etc.
Mother Dairy sources its entire requirement of liquid milk from dairy cooperatives. The objective of Mother Dairy is to: (a) ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and; (b) Uphold institutional structures that empower milk producers and farmers through processes that are equitable.
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At Mother Dairy, processing of milk is controlled by process automation whereby state-ofthe-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. In addition to its market leadership in India, Mother Dairy is also active in the global arena, exporting its range of dairy products to various international markets.
2.5 Delhi NCR market:
Delhi National Capital Region (NCR), among the biggest milk markets in the country, is dominated by Mother Dairy currently. Delhi‘s estimated 40 lakh litres per day (LLPD) organised liquid milk is dominated by Mother Dairy (23 LLPD) and Gujarat Cooperative Milk Marketing Federation (GCMMF or ‗Amul‘, which sells 10 LLPD). Besides these two, there is the public sector Delhi Milk Scheme (three LLPD) and private brands such as ‗Paras‘ and ‗Gopaljee‘ (1.5-2 LLPD each). Amul and NDDB's non-compete agreement has prevented the former from launching its liquid milk in the Delhi market till 2003.With the non-compete agreement having run out, Amul launched its fresh milk in Delhi in two variants — full cream and toned — priced at par with that of Mother Dairy .Amul, to its delight, has seen the demand for its milk going up by leaps and bounds in the city and is now planning to enter into alliances with dairies located around Delhi such as Indian Potash and Modern Dairy to cater to the demand.
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Chapter 3 METHODOLOGY
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The earlier chapter dealt with the literature and the conceptual facts that are needed to be understood to have clarity on this project’s topic. In that chapter various terms and concepts were explained, this chapter deals with the methodology that was used while carrying out the project. This chapter would give the detailed process how appropriate methods were chosen and designed, what were the target sample and the method that was used for it, various parameters and also the data that was collected.
At the beginning of the training process, a brief session was conducted with Mr.Sandeep Ghosh (Head Sales) at Noida Office, where he provided us with valuable insights of how the company works and what are various distribution channels followed by the company. He also gives us knowledge about the various plants where milk is processed.
In order to get the first hand experience, a brief session was again conducted with Mr. Subhash Sharma (Head Sales- Delhi) and Mr. F.C.Gupta (Head Sales-North Delhi). From here the main methodology starts as after that various hints, and clues were provided to prepare the questionnaire for the Independent retail stores, and a format was provided to scan the market.
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Thus during the entire project following steps were undertaken:
After getting feel of the whole working of the organisation, a questionaire is drafted depending on the type of research we were asked to do. The market is surveyed with the help of the distributor as well as independently. I am asked to scan the whole area i.e. NT-4 and cover all retail shops irrespective of that they are selling Mother Dairy or not and then to convince the non-selling shops to start selling the Mother Dairy Milk. So for having a clear idea, I first visited the retail shops that are covered by the five distributors present in the area and then after that I visited the non-selling shops. A total of around 600 retailers are surveyed during the whole research with the help of a questionaire. The various locations surveyed under different distributors are:
Mukesh Sharma: Shakurpur Basti, Kohat Enclave, Lok Vihar, Pitampura, Rani Bagh, Saraswati Vihar, Sainik Vihar, Mahindra Park, Multani Mohalla, Srinagar, Raja Park.
Smt.Sunita Sharma: Tri Nagar, Lawrence Road. Choudhary & Sons Co.: Ashok Vihar, Sindhori Kalan, Sawan Park. Satyveer Singh: Shastri Nagar, Subhadra Colony, Indra Lok Radha Krishna ENT: Kishan Ganj, Andha Mugal, Padam Nagar. Geeta Enterprises: J.J.Colony
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3.1 Locale of the study
The study was done in the region NT-4 under the supervision of Noida Office. The region NT-4 covers areas like Pitampura, Rani Bagh, Lawrence Road, Tri Nagar, Kishan Ganj, J.J.Colony, Shastri Nagar, and Ashok Vihar.
3.2 Sample collection
All the retailers under region NT-4 were interviewed. 3.2.1 Size of the sample Around 600 retailers were interviewed. 3.2.2 Method of sampling Convenient sampling is used to do sampling as all the retailers in the region NT-4 are interviewed.
3.3 Data collection
Data was collected through two sources: Primary Source: Primary data was collected directly from the retailers through a questionaire. Secondary Source: The secondary source was the daily sales record of all the distributors.
3.4 Data Analysis
Data analysis was done mainly from the data collected through the retailers. The data collected from secondary sources is also used to analyse on one particular parameter. Qualitative analysis was done on the data collected from the primary as well as secondary sources. The next chapter deals with the data analysis and interpretations that was done for the project after collecting all the data.
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Chapter 4 Analysis of results
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The analysis is done on the data collected through a questionaire filled by around 600 retailers. The data collected focussed on various parameters on which the whole milk industry depends and furthers the analysis is done on those parameters.
First let us look about the type of retailers surveyed
78
retailers selling MD retailers not selling MD
522
What we can see is that most of the retailers surveyed are currently selling milk of Mother Dairy and only 78 retailers not selling mother Dairy milk are surveyed out of which one retailer is convinced to sell the Mother Dairy milk.
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Next thing which was reviewed was that how many retailers out of 600 are satisfied with the milk of Mother Dairy. The following result came out:
235 satisfied 365
not satisfied
The results were really shocking as not even 50% of the retailers are satisfied with the milk of Mother Dairy. The gap between number of retailers satisfied and number of retailers notsatisfied is too high. So further research was sidelined to find why so many retailers under one region are not satisfied with the milk of Mother Dairy. So with the help of distributor and Mother Dairy officials some parameters emerges which we all feel is important in the milk industry.
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On the whole 10 parameters were finalised on which the research was done. These parameters are: Quality Taste Scheme Smell Commission Leakages Dirty crates Paint/Board Distributor Timing
Initially MD, Amul and other Brands are rated on the scale of 1-5 to get an overall view of the market situation and then different parameters are evaluated on the same scale of 1-5.
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The result of overall view is:
5 4.5 4
3.5
3 2.5 2 1.5 1 0.5 0 overall MD AMUL Others
What we can see is that Amul leads the pack which is in accordance with the earlier result of satisfaction level of retailers as not many of them were satisfied. It is because Amul has tried to made inroads into the Delhi/NCR market with a high quality milk which no other brand in the market at this point of time is providing to its customers.
Now comes the main work, finding parameters which are important and affects the behaviour and perception of retailers about Mother Dairy. Out of those 10 parameters finalised 8 of them were really found important once the survey was over. These parameters are analysed graphically and statistically.
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4.1 QUALITY
6 5 4 3 2 1 0 Quality MD Amul Others
What we can clearly see is that Amul clearly leads the pack in the terms of quality. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. This is mainly because MD is 7 state milk whereas Amul is a one state milk. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of quality of MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Quality Ha: There is a significant difference between the response of retailers w.r.t. Quality
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Result:
Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
100 2.78000 1.15976 0.11598 100 4.94000 0.23868 0.02387
Difference 100 -2.16000 1.19528 0.11953
95% CI for mean difference: (-2.39717, -1.92283) T-Test of mean difference = 0 (vs. not = 0): T-Value = -18.07 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Quality.
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4.2 SMELL
5 4.5 4 3.5 3 2.5 MD Amul Others
2
1.5 1 0.5 0 Smell
What we can clearly see is that smell is most prominent in MD as compared to other competitors. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Smell in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Smell Ha: There is a significant difference between the response of retailers w.r.t. Smell
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Result: Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
600 4.49000 0.67131 0.02741 600 1.17000 0.42591 0.01739
Difference 600 3.32000 0.89383 0.03649
95% CI for mean difference: (3.24834, 3.39166) T-Test of mean difference = 0 (vs not = 0): T-Value = 90.98 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Smell.
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4.3 TASTE
6 5 4 3 2 1 0 Taste MD Amul Others
What we can clearly see is that in case of Taste, Amul leads the pack followed by MD and the competitors. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Smell in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Smell Ha: There is a significant difference between the response of retailers w.r.t. Smell
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Result: Paired T for MD - AMUL N Mean StDev SE Mean MD 600 2.28000 0.60183 0.02457 AMUL 600 5.00000 0.00000 0.00000 Difference 600 -2.72000 0.60183 0.02457
95% CI for mean difference: (-2.76825, -2.67175) T-Test of mean difference = 0 (vs not = 0): T-Value = -110.71 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Taste.
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4.4 COMMISSION
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 COMMISSION MD Amul Others
What we can clearly see is that in case of Commission, other brands lead the pack followed by Amul and MD. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. These high values are because MD and Amul both have the same commission of 80 paise/litre, whereas other brands have a higher commission as compared to the market leaders. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Commission in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Commission Ha: There is a significant difference between the response of retailers w.r.t. Commission
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Result: Paired T for MD - AMUL
N MD AMUL 600
Mean
StDev SE Mean
4.01000 1.04485 0.04266 4.08000 0.65903 0.02690
600
Difference 600 -0.070000 1.322125 0.053976
95% CI for mean difference: (-0.176004, 0.036004) T-Test of mean difference = 0 (vs not = 0): T-Value = -1.30 P-Value = 0.195
Interpretation:
The P-Value > 0.05 means we have to accept the null hypothesis at 95% confidence level i.e. there is no significant difference between the responses of retailers‘ w.r.t. Commission.
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4.5 TIMING
4.5 4
3.5
3 2.5 MD Amul Others
2
1.5 1 0.5 0 Timing
What we can clearly see is that in case of Timing, MD leads the pack with a little difference above other players but Amul really lacks in this field. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. So this is the parameter in which MD should improve more and try to squeeze out even single complaint coming in this parameter. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Timing in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Timing Ha: There is a significant difference between the response of retailers w.r.t. Timing
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Result:
Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
600 4.27000 0.71970 0.02938 600 3.35000 0.96387 0.03935
Difference 600 0.920000 1.310138 0.053486
95% CI for mean difference: (0.814957, 1.025043) T-Test of mean difference = 0 (vs not = 0): T-Value = 17.20 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Timing.
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4.6 ACCESSORIES(PAINT/BOARD)
4 3.5 3 2.5 2 1.5 1 0.5 0 Accessories(Paint/Board) MD Amul Others
What we can clearly see is that in case of Timing, MD leads the pack with a little difference above Amul but other players really lacks in this field. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Accessories (Paint/Board) in MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Accessories Ha: There is a significant difference between the response of retailers w.r.t. Accessories
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Result:
Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
600 3.57000 0.60474 0.02469 600 3.35000 0.96387 0.03935
Difference 600 0.220000 0.955574 0.039011
95% CI for mean difference: (0.143385, 0.296615) T-Test of mean difference = 0 (vs not = 0): T-Value = 5.64 P-Value = 0.135
Interpretation:
The P-Value > 0.05 means we have to accept the null hypothesis at 95% confidence level i.e. there is no significant difference between the responses of retailers w.r.t. Accessories (Paint/Board).
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4.7 DISTRIBUTOR
4.8 4.6 4.4 4.2 4 3.8 3.6 PROBLEM WITH DISTRIBUTOR MD Amul Others
What we can clearly see is that in case of Distributors, Amul leads the pack with a little difference above MD but other players are good in this field. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Distributors of MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Distributors Ha: There is a significant difference between the response of retailers w.r.t. Distributors
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Result:
Paired T for MD - AMUL
N MD AMUL 600
Mean
StDev SE Mean
4.52000 0.83111 0.03393 4.65000 0.60672 0.02477
600
Difference 600 -0.130000 0.987281 0.040306
95% CI for mean difference: (-0.209157, -0.050843) T-Test of mean difference = 0 (vs not = 0): T-Value = -3.23 P-Value = 0.086
Interpretation:
The P-Value > 0.05 means we have to accept the null hypothesis at 95% confidence level i.e. there is no significant difference between the responses of retailers‘ w.r.t. Distributors.
This parameter provides an opportunity to MD to focus more on this as there are many complaints of Amul distributors in the area and if tried many customers and retailers can be broken from Amul.
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4.8 SCHEME
6 5 4 3 2 1 0 Scheme MD Amul Others
What we can clearly see is that in case of Scheme, MD clearly leads the pack, as its MD only which comes up with the schemes as compared to its competitors. To confirm this data we have applied the statistical tool. For applying statistical tool we just took into consideration Amul and MD as they both are the leader and successor. MINITAB OUTPUT: Objective: To know whether there is any difference in the opinion of retailers on the view of Distributors of MD and Amul. Hypothesis: Ho: There is no significant difference between the response of retailers w.r.t. Schemes Ha: There is a significant difference between the response of retailers w.r.t. Schemes
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Result: Paired T for MD - AMUL
N MD AMUL
Mean
StDev SE Mean
600 4.94000 0.23768 0.00970 600 1.46000 0.49881 0.02036
Difference 600 3.48000 0.51966 0.02122
95% CI for mean difference: (3.43833, 3.52167) T-Test of mean difference = 0 (vs not = 0): T-Value = 164.03 P-Value = 0.000
Interpretation:
The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the response of retailers w.r.t. Schemes. What we have seen is that its Mother Dairy which is more focussed on bringing out new schemes as compared to its competitors, so what I had done is further researched on this front and the analysis I came up with is as follows:
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3500
3400
SCHEME
3300
3200 Series1 3100
3000
NO-SCHEME
2900
2800 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45
This graph is formed with the help of average sales of all the distributors in the region NT-4 on the daily basis. From the graph what we can clearly see is that during the scheme period as highlighted the Demand is high as compared o the non-scheme period as highlighted. During the period of May 01- May 10, 2009 a scheme was undergoing named ‖ Mother Dairy Full Cream Kharedo- Aur Ban Jao Malamaal”. During this scheme the sales are high as compared to the non-scheme days.
To further verify our finding we have again applied statistical tool to confirm our finding:
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MINITAB OUTPUT: Objective: To know whether there is any difference in the sales of the distributors during the scheme and no-scheme days. Hypothesis: Ho: There is no significant difference between the sales of distributor during the scheme and no-scheme period. Ha: There is a significant difference between the sales of distributor during the scheme and no-scheme period. Result: Paired T for Scheme - no-scheme
N Scheme
Mean StDev SE Mean 10 3256.70 86.69 27.41 11.60
no-scheme 10 3101.90 36.68
Difference 10 154.800 90.180 28.517
95% CI for mean difference: (90.289, 219.311) T-Test of mean difference = 0 (vs not = 0): T-Value = 5.43 P-Value = 0.000
Interpretation: The P-Value < 0.05 means we have to reject the null hypothesis at 95% confidence level i.e. there is a significant difference between the sales of distributor during the scheme and noscheme period.
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CHAPTER 5 CONCLUSIONS
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In the last chapter all the analysis for the project was done with the help of various graphs, charts and different statistical software. This chapter holds the conclusion of the whole project.
5.1 Concluding observations
This project was about the milk segment of Mother Dairy Pvt. Ltd. that due to intense competition from its competitors is continuously losing its market in Delhi/NCR. So in this project different parameters on which the sale of Mother Dairy depends are studied and analysed. The final outcome of the project is that the parameters which hinder the sale of Mother Dairy are low Quality, Smell and Taste. Milk market is a totally unpredictable market and the organisation should be over-cautious of any complaints that come into milk as it includes the sentiments of a mother for her kid and she would not prefer to give anything to her kid for which she is not 100% satisfied. So the company should take every step possible to contain these problems which in some way or the other affects the sale of Mother Dairy and its retailers.
5.2 Limitations of the study
Since the study is done in only one region of Delhi, these results cannot be generalised on all Delhi basis. Shopkeepers also tend to hide some facts and figures due to some reasons which can hinder the results we get from this survey. Still a lot can be done to make the whole system efficient.
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5.3 Further scope of study
The findings we got from this project will be of great help for the company as these findings will help the organisation for improving their system as well as milk. This kind of research should be done on all Delhi basis so that the organisation could get a clear picture of overall Delhi and then they can effectively implement some measures to rectify all the problems that comes up on all Delhi basis.
The next chapter is pretty important for this project as it includes the recommendations that if implemented can solve the company’s problem.
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CHAPTER 6 RECOMMENDATIONS
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In the last chapter conclusion was drawn and the business decision about the project was explained. In this chapter recommendations are given which can be helpful for the company if implemented.
Following are the recommendations to be considered: The organisation should have a specific distribution model which should be followed necessarily by each distributor as at this level not everything is organised and each distributor follows a different model to distribute milk due to which in some areas potential sale doesn‘t happens. To keep track of the supply timings and to sustain the quality of milk till it reaches the retailers, company should have a policy for each distributor to keep vehicles which can maintain the temperature of the milk as maximum distributors are currently doing the distribution with the help of auto-rickshaws which exposes milk to the hot air and sunlight. As there are many regions in the area which consists of low income group, so the organisation should have a policy to provide them ―Dry ice Boxes‖ which can act as a refrigerator. These should be used in these areas as they are cheap and convenient to use. There should be an arrangement made available for the distributors so that they can cater to sudden demand for the milk so that not even a single chance of selling is missed. The organisation is way ahead in coming out with schemes for the distributors and retailers but the organisation should also start coming with schemes for the customers as it would be a real boost to the sales of Mother Dairy milk and also it will help MD get back its lost customers.
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The organisation should have a consistent replacement policy for all kind of customers. The organisation should understand that the sale of MD milk is more in less developed areas so they should take extra care of these kinds of areas and should act as soon as possible to cater to their problems. The organisation should schedule these kinds of surveys on a more regular basis as at this point of time Amul is really capturing the market and the organisation should take viable steps to meet the expectations of its customers. The organisation should change their design of the packets of milk as the organisation should clearly state the bifurcations of various ingredients of milk as Amul presents a strong point to its customers writing there ―No Powder Milk‖ whereas MD milk packets has no such statements written on its packets.
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References
www.motherdairy.com www.nddb.org www.indiandairy.com www.wikipedia.com www.indianmilkproducts.com
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Annexure
For collecting the data a structured questionnaire for the retailers is prepared to get detailed and structured information regarding the project. The questionaire includes both the closeended as well as open ended questions. Given below is the questionnaire:
Questionaire for Retail Outlets
1. Booth No:- _____
Distributor Name:- ___________________________
2. Location/Address:- __________________________________________________
3. Avg. Daily Sales in litres for: MD_____ AMUL_____ OTHERS_____
4. How would you rate your present sales? a) Satisfactory: ______ b) Unsatisfactory: ______
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5. If not satisfactory then please choose the reasons from below:
a) Competition from other brands b) Competition from local dairy owners c) Others ____________________________________________________________
6. Whom do you consider your major competitor? ____________________________________________________________
_______
7. Specify one strength and one weakness of MD milk..... Strength____________________________________________________
__________ Weakness____________________________________________________
__________
8. Specify the commission and other incentives company is providing..... Commission________ Other Incentives______________________________
9. Specify one strength and one weakness of your competitor..... Strength____________________________________________________
____ Weakness____________________________________________________
__
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10.Is there any replacement policy being followed in the company..... For leakage_________ For Curdling________
11.Which company‘s product u feel has maximum sales, and u feel happy to have their product on your counter? Rate on scale of 1 to 5: MD_________ AMUL________ OTHERS________ 12.Rate the milk on the scale of 1-5 on the following factors: Quality MD_____ Taste MD_____ Scheme MD_____ Leakages MD_____ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______
Commission MD_____ AMUL____ OTHERS______
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Distributor MD_____ Timing MD_____ Dirty Crates MD_____ Paint/Board MD_____ Smell MD_____ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______ AMUL____ OTHERS______
13.Any suggestions you want to give to the company..... ___________________________________________________________
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Milk and its products provide nearly one third of world’s intake of animal protein (FAO, 1998). Milk and milk products represent 27% of total household expenditures on food items in Pakistan. Per capita availability of milk in Pakistan is 82.4 kg per annum. About 80 thousand tons of dry milk, worth rupees 1213.5 million, was imported to Pakistan during 1999-2000 to meet local demands of milk. Small herd, poor genetic potential of animals for milk, low quality feeds, high risks of epidemics, improper marketing channels, lack of technical man power for dairy industry, high environmental stress, reproductive failure and high udder abnormalities, lack of commercial rations, orthodox management practices and poor extension services are the major constraints of dairy sector in Pakistan. The buffalo is the main dairy animal in Pakistan that accounts for roughly 75% of all milk produced in the country. The milk production in excess during winter and less during summer months causes many problems in its marketing. Pacca dodhis (milk suppliers) supply their milk to collection center or milk shops, usually after decreaming. Peri urban milk producers usually sell their product directly to consumers, milk shops and to larger establishments through contracts. If the pacca dodhis sell their milk to decreamer or hire his services, the milk is separated into cream and skim milk. The skim milk is mixed with other whole milk and sold to urban milk shops. The producer appears not to receive a premium for summer milk or for milk with higher milk fat content except for that paid by the milk collection centers that are operated by processors. The milk products and…
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Executive Summary on National Survey on Milk Adulteration The National Survey on Milk Adulteration 2011 (snap shot survey) was conducted by the Food Safety and Standards Authority of India to ascertain the quality of milk and identify different type of adulteration in the liquid milk throughout the country. The survey was carried out by the Regional Offices of the FSSAI located at Chennai (Southern Region), Mumbai (Western Region), Delhi (Northern Region), Guwahati, (North Eastern Region) and Kolkata (Eastern Region) with the following objectives: 1. To identify the common adulterants in milk in rural and urban areas of different states. 2. To find out the non conforming samples in loose and packed milk. The samples were collected randomly and analysed from 33 states namely Andhra Pradesh (75), Arunachal Pradesh (25), Assam (109), Bihar (75), Chhattisgarh (19), Chandigarh (25), Delhi (71), Dadra & Nagar Haveli (12), Daman & Diu (25), Goa (24), Gujarat (100), Haryana (109), Himachal Pradesh (27), Jammu & Kashmir (18), Jharkhand (25), Karnataka (51), Kerala (50), Madhya Pradesh (61), Maharashtra (126), Manipur (25), Meghalaya (26), Mizoram (25), Nagaland (22), Orissa (50), Puducherry (25), Punjab (109), Rajasthan (103), Sikkim (18), Tamil Nadu (74), Tripura (25), Uttarakhand (26), Uttar Pradesh (136), West Bengal (100) totalling to a sample size of 1791. The samples were sent to the govt. laboratories namely, Department of Food and Drug testing, Government of Puducherry, Central Food Laboratory, Pune, Food Reasearch and Standardisation Laboratory, Ghaziabad, State Public Health Laboratory, Guwahati and Central Food Laboratory, Kolkata for analysis. The following parameters were analysed such as Fat (%), SNF (%), Neutralizers, Acidity, Hydrogen Peroxide, Sugar, Starch, Glucose, Urea, Salt, Detergent, Skimmed milk powder, and Vegetable fat to ascertain the presence of adulterant.…
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This is to certify that the Project Report entitled “Ratio analysis in Bank of India on salem…
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3. The research method used, research locale, respondents of the study, sampling procedure, instrumentation, and data analysis.…
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