Samir Mba - Original

Shivaji University ,Kolhapur
CHAPTER NO.1
Introduction Of The Organisation
1.1
History of the Dairy Firm
1.2
Company (Dairy) Profile
1.3
Objectives of the Dairy Firm
2.4
Organization Structure of the Dairy Firm
1.5
Dairy Product
1.6
Competitor Dairies in the Market
VDCIMR ,Masur
Page 1
1.1 HISTORY OF THE DAIRY FIRM

Swabhimani Agro products producer comp. Ltd. Jaysingpur was initially incorporated in
/
/ 200 , but actual production process started in 15/06/2009.
Swabhimani was strength is position as specialist by staving for.

1] Sound management
2] High quality standard
3] Commitment to innovation
4] Excellent after sales service & support.
Swabhimani maintained the quality by using new (diary) technology for mfg. Dairy
product Swabhimani Dairy sold the milk product in all different market the
Swabhiman Milk brand name.
Swabhimani bring reasonable price & quality product in the market.The product price
& quality started by understanding customer needs & demand.
Swabhimani has selling & distributing the milk & milk product to customer .Agencies
to can use sales promotion tools for increasing sales.
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1.2 COMPANY PROFILE
Name of the comp :Swabhimani Agro Products Producer comp. Ltd.

Gate. No. 1021, Kalammawadi Vashat road,
Udagaon, Tal.-Shirol, Dist- Sangli
Email-Swabhimaniagro@gmail.Com.
Contact :Fax :- (02322) 222118

Office No.:- (02322) 222127
Board of Director :Shri. Raju Dewappana Anna Shetti
(Chairman)
Shri. Annaso Dadu Chougule
(Director)
Shri. Ulhas Sambajiraw Patil
(Director)
Shri. Anil Balu Madnaike
(Director)
Shri. Shree Ravindra Naike
(Director)
Nature of Business :- Dairy & Dairy product
Establishment year :- 15 June 2009
Reg. No. : 40119MH 2006 PTC 165902,2006-07
Share Capital :- Rs 1,25,00.000
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1.3 OBJECTIVE OF COMPANY

As mentioned above Swabhimani Milk is popular in Sangli & Kolhapur district,
There are much business is dairy & dairy product in mkt.
The comp successfully maintained this product in the market some imp. Objective of
the comp. are as fallows.
1] The main objective of the company is maintaining good quality of dairy product with a
reasonable price
2] To increase customer satisfaction level
3] To increase the sales as dairy product
4] To reduce customer compliant
5] To maintain timely delivery
6] To reduce rejection & rework
7] To reduce m/c breakdown HR
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1.4 ORGANIZATION STRUCTURE OF DAIRY FIRM

Board of Director
Managing Director
H.R.Department
Office Staff
Recruitment
Dairy Department
Accounting Dept.
Q.C. Dept.
Accountant
Marketing Dept.
Cashier
Security Dept.
Vehicle Dept.
Clerk
Production Dept.
Stores Dept.
Procurement Dept.
Maintenance Dept.
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Quality Policy of Comp

Swabhimani Agro Product producer comp. Ltd, are committed to collection of milk &
supply of milk product as per specification & need to achive their total satisfaction
We shall to achive this through a process of continual improvement in all areas of
operation, giving emphasis on technology upgradation, training & reducing process of
cost.
1.5 DAIRY PRODUCT

A) Milk Product:1] Buffalo milk
2] Caw milk
3] Toned milk
4] Standred milk
B) By Product:1] Shrikhand
2] Aamrakhand
3] Ghee
4] Crud
5] Lussi
6] Paneer
7] Khawa
8] Basundi
VDCIMR ,Masur
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1.6 COMPETITORS DAIRIES IN THE MARKET

1) Kolhapur Zillah Sahakari Dudh Utpadak Sangh ltd, Kolhapur
2) Warana Dairy & Agro Industries ltd, Warana Nagar
3) Rajarambapu Sahakari Dudh Sangh ltd,Islampur
4) Chitle Dudh Dairy ,Bhilawadi
5) Kamdhenu Dairy & Agriculture Farms ltd ,Pune
6) Hutatma Sahakari Dudh Utpadak Sangh ltd,Walawa
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CHAPTER NO.2
Introduction Of The Study
2.1
Introduction
2.2
Objectives
2.3
Scope & Limitation
2.4
Research & Methodology
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2.1 INTRODUCTION
In today competitive market, marketing mix is very important role play. The study of
marketing mix is very imp. Tool for getting maximum profit to the company in the market.
In marketing mix use marketing information to asset the situation. Marketing process
is ongoing or dynamic and must adopt itself to the ever changing environmental needs.
Marketing helps in having a good range of product in constant demand and suggest to
the management the scope for improving and developing new product to satisfy the
changing customer needs.
Customer is the king of the market, customer decide what product suit their needs.
Then company understanding the customer needs and changing the companies product
and trying customer satisfaction. Marketing is the springboard of all activity.
The marketing mix included the 4 P's like product price, promotion, and place.
In market included such as whole sellers retailers and sales agent in making product.
The company study for marketing mix to deliver a companies product to the right
place at the right time for the lowest cost. The company study for marketing mix for
achieving company's goal.
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2.2 OBJECTIVE OF STUDY

Companies main objective in increase the profit and increase his product demand.
The study and analysis to market mix regarding SWABHIMANI MILK in the whole
market.
To study the marketing mix used in the organization for achieve

organizational goals. .
To study, actually Marketing mix help to collect the all information of

competitors companies & his distribution channel.
To identify company should be apply marketing mix for future planning or

promotion schemes.
The study covered is of all local market & other market for company
To observe that if company gives satisfaction result of customer demand.
To analysis distribution channel of the organization.
To study which strategies used for the attracting customer & increase sales
of dairy product.
To suggest feasible solution for improvement if required
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2.3 SCOPE OF STUDY

The scope of marketing mix is very wide. It may be analyzed in terms of marketing
performance through various functions. The SWABHIMANI MILK covered and study
the all point of marketing mix like product, price, promotion, and place.
The SWABHIMANI MILK area covered was all Maharashtra like Sangli,
Kolhapur, Pune, & Belgoan district etc. the companies marketing manager could identify
and understanding the 4 P's of marketing mix.
The company spending large money for understanding the marketing environment
consumer behavior. The trying to find answers to the question like what they want? How
is a product want? Where the supply in product? He search they were good demand for his
product or a particular time, occasion, reason.
The company aim covered all area of market and satisfies distributors and every
agent demand.
The company studies the competitor company and his marketing department.
LIMITATIONS
1) The study is concerned only with the details of marketing mix tools product, price,
place and promotion.
2) The survey of distributors of Swabhimani Milk in Sangli & other District.
3) The time span was short so it was difficult to study in detail
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2.4 RESEARCH METHODOLOGY

This is a research design part it distribute, what is need how it with be done, what
data collect device to be used data collected is suitable tabulated & analyzed. The data can
be divided in two parts.
A) Primary Data
The primary data is collecting by their interviews. Questionnaire & discussion.
a) Questionnaire
For collection primary data we have prepared structures of question for the
employee & staff.
b) Interview
In the interview we have take direct interview of the employee & managers in the
organization.
c) Discussion
They have discussion is head with BOD. Marketing staff & Marketing manager.
B) Secondary Data
Secondary data is collected from different marketing books. The books are also
useful for data collection for the selected subject.
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CHAPTER NO.3
Theoretical Background
3.1
Introduction of the Marketing Mix
3.2
Understanding of Marketing Mix.
3.3
Product Mix
3.4
Price Mix
3.5
Place Mix
3.6
Promotion Mix
3.7
Factors affecting the Marketing Mix
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3.1 INTRODUCTION OF MARKETING MIX

The basic task of the marketing manager is the successful management of the
marketing mix. Success means that the customer is satisfied and that the organizations
resources are effectively, deployed to that end.
Marketing mix is the set of controllable variable and their level that the firms use to
market. Mc Carthy popularized a four factor classification of these tools called the four
P's. The combination of all marketing method devices is known as the Marketing mix. A
successfully marketing strategy must have a marketing mix is prepared. The elements that
make up a marketing mix are only.
Four Decisions
1. Decisions of Product service
2. Decisions on Price.
3. Decisions on Promotion
4. Decisions on Distribution.
These four decisions ingredients are closely integrated. The decisions in one area
affect action in the other
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3.2 UNDERSTANDING OF MARKETING MIX
Marketing Mix combination of 4 P's

Product Mix
Price Mix
1. Brand
1. Pricing Strategy
2. Style
2. Pricing Policy
3. Design
3. Basic Price
4. Color
4. Terms of Credit
5. Product line
5. Discount
6. Package
6. Allowances
7. Warranty
8. Service
Marketing Strategy,
Marketing Mix
focused on Target
Market
Promotion Mix
Place Mix
I. Personal Selling
Distribution Channel
2. Advertising
1. Wholesaler
3. Publicity
2. Retailer
4. Sales Promotion
3. Mercantile Agents
a. Dealer Aider
b. Consumer Aider
4. Physical Distribution
a. Transport
b. Warehousing
c. Inventory
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3.3 PRODUCT MIX

Product is an offering of commercial intent having tangible and intangible features
that goes to satisfy needs wants and desires of the consumer. A product thus becomes a
tool by which an organization achieves its strategic goals. Some example is a car soap etc.
Peter Ducker" A product is a product if it is purchased and consumed if it is not
purchased and consumed then it remains a raw material or materials in process."
3.4 PRICE MIX

Price is one of the most critical elements of the marketing mix for both for profit as
well as not for profit firms. It is also one of the tactical tools least understood by the
marketer.
Pricing is a marketing function which has an important role to play in marketing
decisions. Pricing influences the profit level, the operations level etc. the following
determines the price of a product.
Pricing Object
Demand for a product/service
Competition Profitability
Distribution channels
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3.5 PLACE MIX

The importance of Place or location and distribution as part of marketing mix is due
to the fact that if facilities accessibility to the service offer. It is the most mysterious of all
element of the marketing mix.
There are two major areas in place mix

1. Marketing Channels
2. Physical distribution
The physical distribution involves transportation, warehousing, material handling
arid bulk packaging among others.
In fact, the success of companies marketing effort depends to its distribution
network.
3.6 PROMOTION MIX

This sub mix of the marketing mix focuses on different element on promotion such as
advertising publicity. Sales promotion, world mouth promotion, personal selling &
telemarket
So effective promotion depends on:
1. The nature of communication
2. The target audience
3. The environment in which it is received.
4. The medium used to transmit the massage.
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3.7 FACTOR AFFECTING THE MARKETING MIX

There are two factors that influence the marketing mix. These are follows.
1) Market Factor
2) Marketing Factors
A) Market Factors
Activities of the company. Market factors included the following point.
a. consumer behaviors
b. competition
c. government control
B) Marketing Factor
The marketing manager should also consider the marketing factor before preparing the
marketing mix. This marketing factory included the following points.
1. Product Planning
Product planning is the act of making out and supervising the search screening,
development, and commercialization of new product, modification of product.
2. Brand Policy
Brand Policy is important role play in marketing mix. It is important tool of
identifications of the product.
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3. Packaging Policy
Packaging also has an important effect on sales. The size &
quality & get up of packaging should be considered very carefully
because sometime customers prefer the product only because of its
Attractive package.
4. Personal Selling
Personal selling is basically a method of communication. Personal
Selling involves social behavior.
5. Advertising Policy
Advertising has its own role to play in the marketing it is used not only
Stimulate the demand of the product but for much other purpose. i.e. to
Maintain the demand of existing products.
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CHAPTER NO.4
Data analysis and Interpretation
4.1
2009-2010 Marketing Mix (4 Ps) & Sales Chart
4.2
2010-2011 Marketing Mix (4 Ps) & Sales Chart
4.3
Data Interpretation with Chart
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A] Customer Value hierarchy

There are five segments in customer value hierarchy that is
1] Core benefit
2] Basic product benefit
3] Expected product benifit
4] Augmented product benefit
5] Potential product benefit
Now we classify these heads according to our brand Swabhimani Milk These
core benifit which Swabhimani milk provides is its instant nutrition & tag line.
The basic product benefit

Which our product provides to our target market is good test with proper nutrition
level and good health, as on of hits punch line says Pure Neutral & good health.
The expected product benefit which Swabhimani milk provides is a proper &
good package.
B] Product differentiation
Product differentiation strategy means how a particular product is different firm
other on the basic of
1] Form
2] Features
3] Performance & Quality
4] Durability
5] Style
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C] BRAND
Swabhimani Milk brand is very young teenager ever-changing brand in mkt.
According to our product the form shape size physical structure of Swabhimani
Milk is very attractive as its very easy to carry because product comes in various packs
& size according to customer convenience.
According to our survey report we found out the performance level of Swabhimani
Milk was excellent there were various other brand offered to our target market, but
Swabhimani Milk provides as the winner out of them because of its various factors
(taste, less consumption time in preparation, price, pack etc.)
D] Quality
Quality is the main factor on which Swabhimani Milk main strength which
provides good quality of milk over its competitor.All the product of Swabhimani Milk
are produced identical which fulfill its target market.
E] Packing
It is an Indian customer psyche that whatever looks good, feel good would be of
good quality.
So Swabhimani Milk pack has been designed keeping in mind the same concept
its promotional schemes, colour
of the package & the particular depicted on the pack
appeals to the customer.
VDCIMR ,Masur
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4.1 MARKETING MIX 2009-10

In year 2009 /10 company introduce some dairy products in the market.
A] Milk-
a] Buffalo Milk
b] Cow Milk
B] By product-
a] Lassi
b] Basundi
C] Brand Name-
Swabhimani milk
D] Total Collection of Milk -
Dairy collect total collection of milk in 2009 & 2010

SR
1
2
Milk Type
Buffalo Milk
Cow Milk
Total
Collection Of Milk
19,06,243 litter
16,73,464 litter
35,79,707 litter
E] Total turnover in accounting year 2009 & 2010

- Rs. - 8, 00, 36,000
F] Production capacity - 50,000 litters
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G] Product Rangea] Milk Product -
b] By Product -
Standard milk
Basundi
Buffalo milk
Lassi
Toned milk
Cow milk
F] Production Chart-2009-2010
In year 2009-10 use of milk for the production
80% Milk use in Milk Product & 20% Milk use in By product
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PRODUCT MIX 2009 & 2010

BUFFALO MILK
A] Brand Name Swabhimani Milk
B] Perishbility - Best before 2 days form packing when stored under refrigeration below
4c
C] Competitive product in the market1] Gokul Milk
2] Koyna Milk
3] Warna Milk
4] Krishna milk
5] Chitle Milk
6] Hutatma Milk
D] Product available in the market this sizePacking size
MRP
1000 ml
29
500 ml
15
200 ml
Nutrition information per 100 ml

Calories
91.7 kcal
Total fat
6.5 g
Protein
3.4 g
Carbohydrates
5.2 g
Cholesterol
0.015 g
Saturated fat
4.1 g
Energy from fat
58.5 kcal
E] Total sale of Buffalo milk in this year- 5, 74,608.5 litters.

F] Total selling price-
VDCIMR ,Masur
Rs- 1, 66, 63,632.
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COW MILK
B] Perishability- Best before two days from packaging when stoered under refrigeration
below 4c
2] Warna Milk
3] Chitle Milk
4] Krishna Milk
5] Hutatma Milk
6] Nandani Milk
D] Product available in the market this sizePackaging Size

1000 ml
500 ml
200 ml
MRP
20
11
6
Nutrition Information Provides Per 100 ML

Calories
Total fat
Protein
Carbohydrates
Cholesterol
Saturated fat
Energy from fat
64.0 kcal
3.6 g
3.0 g
4.9 g
0.012 g
2.2 g
32.4 g
E] Total sale of cow milk in this year - 71,776,500 litter

F] Total selling price - Rs- 14, 35,530
BASUNDI
The dairy sold Basundi in loose, Basundi not available in packaging size
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A] Brand Name- Swabhimani Basundi
B] Perishability- Best before 1 month form the date of packaging when stoered oc
C] Ingredients Milk, Sugar, Velchi, Jayfal
D] Competitive product in Market 1] Warana Basundi
2] Yalgud Basundi
3] Chitle Basundi
4] Gokul Basundi
E] Product available in market

Loose- ( 1 kg ) 105
Nutrition Information Per 100 ML .
Total Energy
Fat
Total carbohydrates
Proteins
229.40 kcal
11.20 g
23.66 g
8.49 g
F] Total sale of Basundi in this year - 460kg
G] Total selling price - Rs- 48,300
LASSI
A] Brand Name - Swabhimani Lassi

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B] Perishability Best before within 10 day from the date of packaging when stored
below oc
C] Ingredients - Milk Solids, Sugar, Salt, Velachi & Permitted Flavors etc
D] Competitive product in the market
1] Warna Lassi
2] Gokul Lassi
4] Krishna Lassi
5] Hutatma Lassi
3] Chitle Lassi
6] Nandani Lassi
E] Product available in this sizePackaging size

200 ml pouch
MRP
10

Total Energy
110 kcl
Total Fat
3.0 g
Proteins
2.5 g
Total Carbohydrates
18.5 g
Minerals
0.6 g
F] Total sale of lassi in this year 920.800 litter
G] Total selling price- Rs- 9208
PRICE MIX 2009-10

A] Pricing policies Company comparing the products cost and market price of competitor in the
market there are many competitors of the same product so company / organization
compare our product so the market our competitor product and fixed price of the product.
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B] Pricing objective Company/ organization aim is the product quality leadership in the market
organization build high quality product and set their fair price on the basic due to the same
organization in trying to become high quality leadership image in the market.
C] Pricing strategy for Milk 1] Collecting milk Once the Mahanand Dairy (Govt. Dairy) decided the basic price of raw material
milk to give milk producer, so it was compulsion for all Maharashtra Dairy firms to give
basic price of raw material milk.
2] By product & milk product The govt. dairy was price decided price for milk product in every milk dairy
organization.
3] Raw material Milk Raw material Milk price is totally depend up on milk fat (Raw Material)
A] Company will be decided price of product-
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B] Finished product price strategy for by product (1kg) Pricing strategy for milk product ( 1litter)
Ingredients
Basic Price
Process cost
Labour cost
Packing cost
Feausing cost
Transportation cost
Total
+ included 4 % Vat
Total
Basundi
69
6
4
3
2
1.20
85.2
4.26
91. 00
Lassi
25
2
0.60
1.00
0.30
1.20
30.20
31.00
Pricing strategy for finished milk & milk product (1 litter )

SR
1
VDCIMR ,Masur
Ingredients
Basic price
Mgmt charges
Bonous
C/m
14.80
0.70
0.60
B/M
23.20
0.80
0.60
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Transportation cost
Extension work cost
Processing cost
Labour cost
Packaging cost
Cold Room
Transport cost
Interest
Total
0.30
0.10
0.30
0.40
0.70
0.20
1.00
0.20
19.60
0.60
0.10
0.30
0.40
0.70
0.20
1.00
0.20
28.60
Company sold milk in market in this price

B/M: Rs29.00
C/M: Rs20.00
Price List for colleting raw material milk

Buffalo Milk
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Cow Milk
Fat
Rate
Fat
Rate
5.5
6.0
6.5
7.0
7.5
8.0
20.00
21.50
23.00
24.50
26.50
27.50
3.0
3.5
4.0
4.5
5.0
5.5
13.00
14.50
16.00
17.00
18.00
19.00
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8.5
9.0
9.5
10
10.5
11
28.50
29.50
30.50
31.50
32.50
33.50
E] Price list for finished products:S/r Products

1
Shrikhand
50 gm cup
100 gm cup
250 gm cup
250 gm poly
Distributor Price
Basic Vat Total
Retailer Price
Basic Vat Total
MRP
Unit
119.05
114.29
106.67
100.00
133.33
125.71
119.05
109.52
160.00
150.00
140.00
130.00
Price
8.00
15.00
35.00
65.00
5.95
5.71
5.33
5.00
125.00
120.00
112.00
105.00
6.67
6.29
5.95
5.48
140.00
132.00
125.00
115.00
pouch
600 gm poly 90.48
4.52 96.00
100.00 5.00 105.00 120.00 60.00
pouch
Amrakhand
50 gm cup
100 gm cup
250 gm cup
250 gm poly
6.38
5.95
5.48
5.24
142.86
133.33
120.95
114.29
127.62
119.05
109.52
104.76
pouch
500 gm poly 98.10
VDCIMR ,Masur
134.00
125.00
115.00
110.00
7.14
6.67
6.05
5.71
150.00
140.00
127.00
120.00
170.00
160.00
148.00
136.00
8.50
16.00
37.00
34.00
4.90 103.00 109.52 5.48 115.00 130.00 65.00

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pouch
Basundi
250 gm poly 109.52 5.48 115.00 123.81 6.19 130.00 140.00 35.00
pouch
500 gm poly 106.67 5.33 112.00 120.95 6.05 127.00 136.00 34.00
4
5
6
pouch
Loose
Lassi
B/m
C/m
104.76 5.24 110.00 119.05 5.95 125.00 135.00 135.00

3500
50.00 70.00 1400
32.50
36.0
36
23.50
28
28
PLACE MIX (Distribution channel) 2009/10 :Reorganization so place Mix service can bring about better customer increasing in sales
cost reduction and higher profit margin. The whole system restore around inventory
management.
Inventory management is a connecting between customer ordered and product
demand.
In this type of company (dairy) largely succeed on good transportation facility. Dairy
organization need to good transportation for daily collection milk and distributed finished
goods.
A] Collecting channel for milkCustomer
Agent
Manufacture
B] Distribution channel for finished productManufacture
Distributer
Sub. Distributer
Retailer
Customer
C] TransportationIn year 2009 & 2010 company use vehicle
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a] For collecting milk21 vehicle on rentable
b] For distributed finished product1) Tanker

2) Appe mini truck
The rate of this vehicle is decided on market condition.
D] Marketing staff No own vehicle of Dairy firm.
-
Own vehicles need to every mkting staff member
Company gives rate- rs.7.00 per km. for use of vehicle.
C] Collecting centerDistrict
Year-2009 &10
Collecting milk (in litter)
Kolhapur
70
13,500 litter
Sangli
22
5,500 litter
Belgoan
10
1,200 litter
Total
102
20,200 litter
E] Distributor (by product) -
Market Area
Year-2009-10
Local market
2009-10
Distributor
Sub distributor
12
14
Sangli
10
Nashik
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Ichalkarnji
Pune
Total
24
44
Promotion Mix: Marketing process is management process through which on organization develops
promotion mix is a advertising publicity public relation sales promos used in pramotion
strategy.
A] Advertising:Some channel which used for the advertising the product are follows
a] News paper
b] Banner
c] Hording / Wallpaper
d] Transportation through advertisement
B] Public Relation:Comp establish the public relation through the
Marketing team
Distributer
Agent
Customer
C] Sales Promotion:- Company not use this marketing policy.
PRODUCTION CHART IN THE YEAR 2009-10
SR
Product
Sale in
Selling price
(Liter & kg)

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1
2
3
4
C/M
B/M
Basundi
Lassi
171776 litter
574608 litter
460 kg
920.8 Litter
14,35,530
1,66,63,632
48,300
9,208
4.2 MARKETING MIX 2010 & 2011

I n the year 2010 and 2011 company introduces some new dairy product in market.
A] Milk: -
a] Buffalo milk
b] Cow milk
B] By product:a] Shrikhand
b] Aamrakhand
c] Lassi
d] Basundi
C] Brand Name:Swabhimani milk
D] Total collection of milk:Dairy collect total collection of milk in 2010-2011
SR
1
2
Milk Type
Buffalo Milk
Cow Milk
Total
Collection Of Milk
46,20,805 litter
50,20,895 litter
96,23,703 litter
E] Total Turnover: - Rs 24, 06, 00,000

F] Production Capacity: - 50,000 litter
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E] Product Range:A) Milk Product:1] B/m milk

2] C/M milk
3] Toned milk
4] Standard milk
B) By product:1] Shrikhand
2] Amrakhand
3] Basundi
4] Lassi
5] Ghee
6] Paneer
7] Crude
8] Masala chass
Production Chart 2010-2011:Total use of milk for production = 40%milk use in by product & 60% milk use in
milk product
VDCIMR ,Masur
Page 37
PRODUCT MIX 2010 & 2011

Buffalo Milk
B] Perishbility - Best before 2 days form packing when stored under refrigeration below
4c
2] Koyna Milk
3] Warna Milk
4] Krishna milk
5] Chitale Milk
6] Hutatma Milk
D] Product available in the market this sizePacking size
MRP
1000 ml
34
500 ml
17.50
200 ml
Nutrition information per 100 ml

VDCIMR ,Masur
Page 38

Calories
91.7 kcal
Total fat
6.5 g
Protein
3.4 g
Carbohydrates
5.2 g
Cholesterol
0.015 g
Saturated fat
4.1 g
Energy from fat
58.5 kcal
E] Total sale of Buffalo milk in this year- 15, 80,464 litters.

F] Total selling price- Rs: - 5, 21, 55,312
COW MILK
B] Perishability- Best before two days from packaging when stoered under refrigeration
below 4c
C] Competitive product in the market 1] Gokul Milk
2] Warna Milk
3] Chitle Milk
4] Krishna Milk
5] Hutatma Milk
6] Nandani Milk
D] Product available in the market this size Packaging Size

1000 ml
500 ml
200 ml
MRP
27
14.50
8

Calories
Total fat
Protein
VDCIMR ,Masur
64.0 kcal
3.6 g
3.0 g
Page 39

Carbohydrates
Cholesterol
Saturated fat
Energy from fat
4.9 g
0.012 g
2.2 g
32.4 g
E] Total sale of cow milk in this year - 5,03,732 litter

F] Total selling price- Rs- 15,85,836.
VDCIMR ,Masur
Page 40
Amrakhand
The Dairy introduce new packing size of amrakhand in100 gm cup, 50 gm cup.in the
market
A] Brand Name- Swabhimani Amrakhand
B] Perishability - Best before within 2 month store under refrigeration bellow oc
C] Ingredients- Chakka sugar, Alphanso Mango pulp, Elaichi, iodized salt
D] Competitive product in the market1] Warna Amrakhand
2] Chitle Amrakhand
4] Gokul Amrakhand
5] Krishna Amrakhand

Total energy
Energy from fat
Fat
Total carbohydrates
Proteins
Sugar content
Saturated fat
Cholesterol
Total minerals
Calcium
252 k cal
47.7 k cal
5.1 g
47.7g
5.3 g
42.0 g
3.7 g
0.011 g
0.85 g
110 mg
E] Product available in market in this sizePacking size

50 gm cup
100 gm cup
250 gm pouch
500 gm pouch
MRP
8.50
16.00
37.00
65.00
F] Total sale in Amrakhand in this year- 3200 kg

G] Total sailing price 5, 12,000
Shrikhand
The comp. Introduce new packaging size of Shrikhand
A] Brand Name - Swabhimani Shrikhand
VDCIMR ,Masur
Page 41

B] Perishability - Best before within 2 month from packaging store under refrigeration
oc
C] Ingredients - Chakka, sugar, Elaichi, nut meg, Badam, pista
D] Competitive product1] Warna Amrakhand 2] Chitle Amrakhand
3] Gokul Amrakhand 4] Krishna Amrakhand
Total energy
Energy from fat
Fat
Total carbohydrates
Proteins
Sugar content
Saturated fat
Cholesterol
Total minerals
Calcium
255 kcal
54 kcal
5.3 g
44.8 g
5.5 g
42.0 g
3.8 g
0.012 g
0.88 g
11.5 mg
E] Product available in the market in this sizePackaging size
MRP
500 gm p.p.
65
250 gm p.p.
35
50 gm cup
100 gm cup
15
250 gm cup
30
F] Total sale of Shrikhand in this year - 315g kg

G] Total selling price - Rs 5, 37,030
BASUNDI
Basundi are available in packaging size
A] Brand Name- Swabhimani Basundi
B] Perishability- Best before 1 month from the date of packaging when stoered oc
VDCIMR ,Masur
Page 42

C] Ingredients Milk, Sugar, Velchi, Jayfal
D] Competitive product in Market
1] Warana Basundi
2] Yalgud Basundi
3] Chitle Basundi
4] Gokul Basundi
E] Product available in market

Packaging size
200 ml pouch
500 ml pouch
MRP
35.00
67.00
Nutrition Information Per 100 ML.

Total Energy
229.40 kcal
Fat
11.20 g
Total carbohydrates
23.66 g
Proteins
8.49 g
F] Total sale of Basundi in this year- 460 kg
G] Total selling price- Rs- 48,300
LASSI
A] Brand Name- Swabhimani Lassi
B] Perishability Best before within 10 day from the date of packaging when stored
below oc
C] Ingredients- Milk Solids, Sugar, Salt, Velachi & Permitted Flavors etc
D] Competitive product in the market VDCIMR ,Masur
Page 43

1] Warna Lassi
2] Gokul Lassi
3] Chitle Lassi
4] Krishna Lassi
5] Hutatma Lassi
6] Nandani Lassi
E] Product available in this sizePackaging size

200 ml pouch
MRP
11

Total Energy
110 kcal
Total Fat
3.0 g
Proteins
2.5 g
Total Carbohydrates
18.5 g
Minerals
0.6 g
F] Total sale of lassi in this year 13699 litter
G] Total selling price- Rs- 9, 58,930
PRICE MIX 2010 & 2011

A] Pricing policies
Company comparing the product cost and market price of competitor in the
market there are many competitors of the same product so company / organization
compare our product to the market or competitor product and fixed price of the product.
B] Pricing objective
Company / organization aim is the product quality leadership in the market
organisation build high quality product and set their fair price on the basic due to the same
organization in trying to become high quality leadership image in the market.
C] Pricing strategy for Milk
VDCIMR ,Masur
Page 44

1] Collecting milk:Once the Mahanand Dairy (Govt. Dairy) decided the basic price of raw material
milk to give milk producer, so It was compulsion for all Maharashtra Dairy / firms to give
basic price of raw material milk.
2] By product & milk product
The govt. dairy was decided price for milk product in every milk dairy firms.
3] Raw material Milk price is totally depending up on milk fat (Row Material).
Company will be decide price of Product

75% Basic Price, 20% Distributor Margin & 5% Vat
VDCIMR ,Masur
Page 45
B] Finished product price strategy for by product- ( 1kg)
SR
Basic price
Process cost
Labor cost
Packaging cost
Feausing cost
Transport cost
SHRIKHAND
70
2
5
4
2
1.20
AMRAKHAND
67
2
5
4
2
1.20
BASUNDI
73
8
5
4
2
1.20
LASSI
27
2
0.80
1.50
0.50
1.20
Total
+ Included 5.1 vat
Total
84.20
4.21
88.41
81.20
4.06
85.26
93.20
4.66
97.86
33.00
00
33.00
C] Pricing strategy for milk (1 litter)

Ingredients
Basic price
Mgmt changes
Bonous
Transportation cost
VDCIMR ,Masur
C/m
16.60
0.90
0.80
0.70
B/m
25.20
0.90
1.80
0.70
Page 46

Extension work cost
0.10
0.10
Processing cost
Labour cost
Packaging cost
Cold room
Transportation
Interest
Total
0.40
0.50
0.80
0.20
1.15
0.40
22.70
0.40
0.50
0.80
0.20
1.15
0.40
32.30
Company sold milk in the market in this price

C/m- Rs. 23 per litter
B/m- Rs. 33 per litter
D] Price list of raw material milk

BUFFALO MILK
FAT
5.5
5.6
5.7
5.8
5.9
6.0
6.1
6.2
6.3
VDCIMR ,Masur
RATE
21.50
21.80
22.10
22.40
22.70
23.00
23.30
23.60
23.90
BUFFALO MILK
FAT
8.3
8.4
8.5
8.6
8.7
8.8
8.9
9.0
9.1
RATE
29.10
29.30
29.50
29.70
29.90
30.10
30.30
30.50
30.70
Page 47

6.4
6.5
6.6
6.7
6.8
6.9
7.0
7.1
7.2
7.3
7.4
7.5
7.6
7.7
7.8
7.9
8.0
8.1
8.2
24.20
24.50
24.80
25.10
25.40
25.70
26.00
26.30
26.60
26.90
27.20
27.50
27.70
27.90
28.10
28.30
28.50
28.70
28.90
9.2
9.3
9.4
9.5
9.6
9.7
9.8
9.9
9.10
10.1
10.2
10.3
10.4
10.5
10.6
10.7
10.8
10.9
11.0
30.90
31.10
31.30
31.50
31.70
31.90
32.10
32.30
32.50
32.70
32.90
33.10
33.30
33.50
33.70
33.90
34.10
34.30
34.50
COW MILK
FAT
3.0
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
4.0
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
5.0
5.1
5.2
5.3
5.4
VDCIMR ,Masur
RATE
14.50
14.80
15.10
15.40
15.70
16.00
16.20
16.40
16.60
16.80
17.00
17.20
17.40
17.60
17.80
18.00
18.20
18.40
18.60
18.80
19.00
19.20
19.40
19.60
19.80
Page 48

5.5
20.00
E] Price list for finished product

S/r Products
1
Shrikhand
50 gm cup
100 gm cup
250 gm cup
250 gm poly
Distributor Price
Basic Vat Total
Retailer Price
Basic Vat Total
MRP
Unit
119.05
114.29
106.67
100.00
133.33
125.71
119.05
109.52
160.00
150.00
140.00
130.00
Price
8.00
15.00
35.00
65.00
125.00
120.00
112.00
105.00
6.67
6.29
5.95
5.48
140.00
132.00
125.00
115.00
pouch
600 gm poly 90.48
4.52 96.00
100.00 5.00 105.00 120.00 60.00
pouch
Amrakhand
50 gm cup
100 gm cup
250 gm cup
250 gm poly
6.38
5.95
5.48
5.24
142.86
133.33
120.95
114.29
127.62
119.05
109.52
104.76
pouch
500 gm poly 98.10
3
5.95
5.71
5.33
5.00
134.00
125.00
115.00
110.00
7.14
6.67
6.05
5.71
150.00
140.00
127.00
120.00
170.00
160.00
148.00
136.00
8.50
16.00
37.00
34.00
4.90 103.00 109.52 5.48 115.00 130.00 65.00
pouch
Basundi
250 gm poly 109.52 5.48 115.00 123.81 6.19 130.00 140.00 35.00
pouch
500 gm poly 106.67 5.33 112.00 120.95 6.05 127.00 136.00 34.00
pouch
Loose
104.76 5.24 110.00 119.05 5.95 125.00 135.00 135.00
4
Lassi
3500
50.00 70.00 1400
5
B/m
32.50
36.0
36
6
C/m
23.50
28
28
PLACE MIX 2010/11
Place mix [distribution channel]
VDCIMR ,Masur
Page 49

Reorganization to place mix service can bring about better customer increasing in sales
cost reduction & higher profit margin. The whole system resolves around inventory
management.
Inventory management is a connecting between customer ordered and product
demand.
In this types of company [dairy] largely succeed on good transportation facility dairy
need to good transportation for daily collecting milk and distributed finished good
(Dairy product)
A] Collecting channel for milk
Customer
Agent
Manufacturer
B] Distribution channel for finished product
Manufacturer
Distributer
Sub distributor
Retailer
Customer
C] Transportation
In year 2010 & 2011 company use vehicle for collecting milk (dairy) - 29 vehicle on
rentable
a] For distributed finished product
Truck
Appe ( Mini Truck)
The rate of this vehicle is decided on market rate.
b] Marketing staff No own vehicle of marketing staff VDCIMR ,Masur
Page 50

-
Own vehicle need to every marketing staff member
Company gives a rate for vehicle - Rs.1.50 k. h.
D] Collecting Center
Name of center
Kolhapur
Sangli
Belgoan
Total
Year2010-11
2010-11
CollectingCenter
132
39
10
181
Collecting milk
26.267 litter
10.017 litter
1840 litter
31.124 litter
E] Distribution Center
District ( market)
Local market
Sangli
Nashik
Ichalkranji
Pune
Total
Year2010-11
2010-11
Distributer
20
7
5
5
12
49
Distributor
24
15
11
8
22
80
PRAMOTION MIX 2010/11

Marketing process is management process through which on organization develops
pramotion mix is a advertising publicity public relation sales pramotion used in pramotion
strategy.
VDCIMR ,Masur
Page 51

A] Advertising
Some channel which used for the advertising the product are as follows.
1] TV
2] News paper
3] Radio
4] Banner
5] Hording / wall paper
6] Transportation through advertisement
B] Public relation -Comp. establish the public relation through the
Marketing team
Distributer
Agent
Customer
C] Sales Promotion - Company applies seasonal promotional strategy for sale of dairy
product.
PRODUCTION CHART IN THE YEAR 2010-11

VDCIMR ,Masur
Page 52

SR
1
2
3
4
5
6
PRODUCT
C/M
B/M
Basundi
Lassi
Shrikhand
Amrakhand
SALE IN (Litter & kg)

5,03,732 litter
15,80,464 litter
1390 kg
13,690 litter
3159 kg
3200 kg
SALING PRICE
1,15,85,836
5,21,55,312
1,89,040
9,58,930
5,37,030
5,12,000
4.3. DATA INTERPRETATION WITH CHARTS

-Product Mix Information
1. Production Chart
VDCIMR ,Masur
Page 53
VDCIMR ,Masur
Page 54
VDCIMR ,Masur
Page 55
Collection Chart of Raw Material (Milk) 2009-2010 &2010-2011
Price Mix
VDCIMR ,Masur
Page 56
Product Price information 2009-2010 & 2010-2011
Place Mix 2009-2010

a] Collection Centers 2009-10 & 2010-11
VDCIMR ,Masur
Page 57
B] Distribution information 2009-2010
C] Distribution information 2010-2011
VDCIMR ,Masur
Page 58
PROMOTION MIX
VDCIMR ,Masur
Page 59
CHAPTER NO.5
Findings and Observations
FINDINGS & OBSERVATIONS

VDCIMR ,Masur
Page 60

1] The demand of swabhimani milk product also increase in the year of 2010-11 as
compare to in the year 2009/10.
2] Company should be not using automation system in the production process because of
this reason production cost is increasing.
3] There is no separate marketing department in the company.
4] Company trying to introduce new product, product in new packaging size at reasonable
price in the market.
5] Company also using new promotional tools to increase the dairy product sales.
6] Market share of Swabhimani Dairy in dairy industry of Maharashtra is very low.
7] They are not using their own vehicle for purpose of marketing , collection of milk and
for staff.
8] Company offering competitive discount/commission their distributer and agent.
9] Product price of companies various dairy product is affordable to all.
10] Company is not organizing any meeting or open forums distribution and agent for
understanding market situation.
11] Company also engaged in retail sales of their dairy products.
12] Quality of all product swabhimani milk product is comparatively good then other local
dairy product
.
13] Company is not using proper sales promotion activity to increase the sales.
VDCIMR ,Masur
Page 61
CHAPTER NO.6
Suggestions and Conclusions
SUGGESTIONS
VDCIMR ,Masur
Page 62
1) Company should be use automation system to minimize to production cost of

product.
2) Company should be using their own vehicle for promotion of product as well as for
the distribution of their product.
3) Company should be organizing monthly meeting of distributors and agent to know

the market situation and their demand as well as for their suggestion.
4) Company should be offering various attractive schemes to increase their sales.
5) Company should be launch new and various innovative dairy products in every
year.
6) Company should be pay attention to establish Research & Development
department in their set up.
7) Company should be applying various marketing strategies to increase their market

shares in dairy industry of Maharashtra.
VDCIMR ,Masur
Page 63
CONCLUSION
1) The price of swabhimany milk product is comparatively low and because of that it
is affordable for general customer.
2) After the changing the quality they had increased the price of their dairy product
even if their sales has increased.
3) The company should focus more on marketing department, which can help to the
increasing market shears of Sawbhimani Milk product.
4) The study of marketing mix is very important role play to understanding market
conditions, which help to apply various schemes to increase sales & market shears of
product.
VDCIMR ,Masur
Page 64
Appendices
Student guide report.
Joining report
Progress report
VDCIMR ,Masur
Page 65
VDCIMR ,Masur
Page 66
VDCIMR ,Masur
Page 67
VDCIMR ,Masur
Page 68
VDCIMR ,Masur
Page 69
VDCIMR ,Masur
Page 70
VDCIMR ,Masur
Page 71
Bibliography
VDCIMR ,Masur
Page 72
BIBLIOGRAPHY
Marketing Management:S. A. Sherlelcar

Marketing Management (Test & cases):Dr. Mukesh Dhunna.
Service Marketing:S. M. Jha.
VDCIMR ,Masur
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Shivaji University ,Kolhapur

History of the Dairy Firm

Company (Dairy) Profile

Objectives of the Dairy Firm

Organization Structure of the Dairy Firm

Competitor Dairies in the Market

Shivaji University ,Kolhapur

1.1 HISTORY OF THE DAIRY FIRM

/ 200 , but actual production process started in 15/06/2009.

Swabhimani was strength is position as specialist by staving for.

Shivaji University ,Kolhapur

1.2 COMPANY PROFILE

Name of the comp :Swabhimani Agro Products Producer comp. Ltd.

Contact :Fax :- (02322) 222118

Board of Director :Shri. Raju Dewappana Anna Shetti

Shri. Annaso Dadu Chougule

Shri. Ulhas Sambajiraw Patil

Shri. Anil Balu Madnaike

Shri. Shree Ravindra Naike

Nature of Business :- Dairy & Dairy product

Establishment year :- 15 June 2009

Reg. No. : 40119MH 2006 PTC 165902,2006-07

Share Capital :- Rs 1,25,00.000

Shivaji University ,Kolhapur

1.3 OBJECTIVE OF COMPANY

Shivaji University ,Kolhapur

1.4 ORGANIZATION STRUCTURE OF DAIRY FIRM

Shivaji University ,Kolhapur

Quality Policy of Comp

1.5 DAIRY PRODUCT

Shivaji University ,Kolhapur

1.6 COMPETITORS DAIRIES IN THE MARKET

Shivaji University ,Kolhapur

Scope & Limitation

Research & Methodology

Shivaji University ,Kolhapur

Shivaji University ,Kolhapur

2.2 OBJECTIVE OF STUDY

To study the marketing mix used in the organization for achieve

To study, actually Marketing mix help to collect the all information of

To identify company should be apply marketing mix for future planning or

To observe that if company gives satisfaction result of customer demand.

To analysis distribution channel of the organization.

To suggest feasible solution for improvement if required

Shivaji University ,Kolhapur

2.3 SCOPE OF STUDY

Shivaji University ,Kolhapur

2.4 RESEARCH METHODOLOGY

Shivaji University ,Kolhapur

Introduction of the Marketing Mix

Understanding of Marketing Mix.

Factors affecting the Marketing Mix

Shivaji University ,Kolhapur

3.1 INTRODUCTION OF MARKETING MIX

Shivaji University ,Kolhapur

3.2 UNDERSTANDING OF MARKETING MIX

Marketing Mix combination of 4 P's

Shivaji University ,Kolhapur

3.3 PRODUCT MIX

3.4 PRICE MIX

Shivaji University ,Kolhapur

3.5 PLACE MIX