ABSTRACT

Marketing mix is a combination of marketing tools that are used to satisfy customers and
company objectives. Consumers often call the marketing mix "the offering." Your offer is
controlled by the variables often referred to as the four Ps in marketing

By using variations of these four components you have the ability to reach multiple consumers
within your target market.

Creating a successful marketing mix that will increase results often takes experimenting and
market research. There are many methods that can be used, both in person and the use of
impersonal presentations. The key is to not always depend on "one" mix always explore other
avenues. The combining and coordination of these elements will be more effective than
depending on one.

You must coordinate all elements so that the prospective consumer is not being sent mixed
messages that can cause confusion.

For instance make sure that if you have a practice that caters to a niche market that your product
is geared towards the need of that market, your price is within the budget of that market, you are
distribution your product or service where it will be seen by that market, and gear your
promotion to solve the problems that they are encountering.

If you remember one thing from this article it is that one of the main keys to the success of any
marketing program is the ability to work effectively in shaping marketing mixes that meet the
nature and needs of your specified target market.
 INDEX
CH.NO CONTENT PG. NO
LIST OF TABLES
LIST OF FIGURES
EXECUTIVE SUMMARY
1 CHAPTER – I 01-09
1.1 INTRODUCTION 01-04
1.2 NEED FOR THE STUDY 05
1.3 SCOPE OF THE STUDY 06
1.4 OBJECTIVES OF THE STUDY 06
1.5 RESEARCH METHODOLOGY 07-09

1.6 LIMITATIONS OF THE STUDY 09

2 CHAPTER – II 10-26
2.1 REVIEW OF LITERATURE 10-12
2.2 THEORETICAL FRAMEWORK 13-26
3 CHAPTER – III 27-40
3.1 INDUSTRY PROFILE 27-29
3.2 COMPANY PROFILE 30-35
3.3 SWOT ANALYSIS 36-40
4 CHAPTER – IV 41-65
4.1 DATA ANALYSIS INTERPRETATION 41-65
5 CHAPTER – V 66-69
5.1 SUMMARY OF FINDINGS 66-67
5.2 SUGGESTIONS& RECOMMENDATION 68
5.3 CONCLUSION 69
APPENDIX (QUESTIONNAIRE) 70-75
BIBLOGRAPHY 76
 LIST OF TABLES

TABLE NO. TABLES PAGE NO

TAB 4.1 Age 41

TAB 4.2 Educational qualification 42
TAB 4.3 Occupation 43
TAB 4.4 Monthly income 44
TAB 4.5 Different types of milk 45
TAB 4.6 Varieties you know 46
TAB 4.7 Different diary brands 47
TAB 4.8 Brands you are aware 48
TAB 4.9 How do you aware of brands 49
TAB 4.10 Diary products do you sale 50
TAB 4.11 Purchasing this diary products 51
TAB 4.12 Good commission on cream line dairy 52

TAB 4.13 Demand of customers 53

TAB 4.14 Supply at right time 54
TAB 4.15 Consumer to buy milk 55
TAB 4.16 Customer preferring above milk 56
TAB 4.17 Customer satisfy with present brand 57
TAB 4.18 Milk you sell in a day 58
TAB 4.19 Problems do you find in cream line 59
TAB 4.20 Leakage of milk problems 60
TAB 4.21 Storage facilities 61
TAB 4.22 Opinion about the service 62
TAB 4.23 Sales promotion and distributions 63
TAB4.24 Sales promotion scheme 64
TAB4.25 Customer complaints 65
 LIST OF FIGURES

FIGURE NO. FIGURES PAGE NO

FIG 1 Ps of marketing 16
FIG 2 Factors of product strategy 17
FIG 3 Approaches of pricing 20
FIG 4 Tools of promotion 22
FIG 5 Purpose of advertising 23
FIG 6 Methods of sales promotion 24
FIG 7 Types of direct marketing 26
FIG 8 Products milk, Ghee and smp 37-39
FIG 9 Ice creams and medium fat frozen desserts 40
FIG 4.1 Age 41
FIG 4.2 Educational qualification 42
FIG 4.3 Occupation 43
FIG 4.4 Monthly income 44
FIG 4.5 Different types of milk 45
FIG 4.6 Varieties you know 46
FIG 4.7 Different diary brands 47
FIG 4.8 Brands you are aware 48
FIG 4.9 How do you aware of brands 49
FIG 4.10 Diary products do you sale 50
FIG 4.11 Purchasing this diary products 51

Good commission on cream line dairy 52

FIG 4.12
FIG 4.13 Demand of customers 53
FIG 4.14 Supply at right time 54
FIG 4.15 Consumer to buy milk 55
FIG 4.16 Customer preferring above milk 56
FIG 4.17 Customer satisfy with present brand 57
FIG 4.18 Milk you sell in a day 58
FIG 4.19 Problems do you find in cream line 59
FIG 4.20 Leakage of milk problems 60
FIG 4.21 Storage facilities 61
FIG 4.22 Opinion about the service 62
FIG 4.23 Sales promotion and distributions 63
FIG 4.24 Sales promotion scheme 64
FIG 4.25 Customer complaints 65
 CHAPTER – I
INTRODUCTION
 1.1 INTRODUCTION
"As we spread wings to expand our capabilities and explore new horizons, the fundamental
focus remains unchanged: seek out the best technology in the world and put it at the service
of our ultimate user: our customer."

Marketing mix
The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing
Association presidential address. However, this was actually a reformulation of an earlier idea by
his associate, James Colleton, who in 1948 described the role of the marketing manager as a
"mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares
his own recipe as he goes along, sometimes adapts a recipe from immediately available
ingredients, and at other times invents new ingredients no one else has tried. A prominent
marketer, E. Jerome McCarthy, proposed a Four P classification in 1960, which has seen wide
use.

Four P's
Elements of the marketing mix are often referred to as the "Four P's", a phrase used since the
1960's
 Product - It is a tangible object or an intangible service that is mass produced or
manufactured on a large scale with a specific volume of units. Intangible products are
service based like the tourism industry& the hotel industry or codes-based products like
cell phone load and credits. Typical examples of a mass produced tangible object are the
motor car and the disposable razor. A less obvious but ubiquitous mass produced service
is a computer operating system. Packaging also needs to be taken into consideration.
Every product is subject to a life-cycle including a growth phase followed by an eventual
period of decline as the product approaches market saturation. To retain its
competitiveness in the market, product differentiation is required and is one of the
strategies to differentiate a product from its competitors.
 Price – The price is the amount a customer pays for the product. The business may
increase or decrease the price of product if other stores have the same product.

1
  Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as virtual
stores on the Internet.
 Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements: advertising, public relations, personal
selling and sales promotion. A certain amount of crossover occurs when promotion uses
the four principal elements together, which is common in film promotion. Advertising
covers any communication that is paid for, from cinema commercials, radio and Internet
adverts through print media and billboards. Public relations are where the communication
is not directly paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth is any apparently
informal communication about the product by ordinary individuals, satisfied customers or
people specifically engaged to create word of mouth momentum. Sales staff often plays
an important role in word of mouth and Public Relations (see Product above).

Any organization, before introducing its products or services into the market; conducts a market
survey. The sequence of all 'P's as above is very much important in every stage of product life
cycle Introduction, Growth, Maturity and Decline.

Extended Marketing Mix (3 P's)

More recently, three more Ps have been added to the marketing mix namely People, Process
and Physical Evidence. This marketing mix is known as Extended Marketing Mix.
 People: All people involved with consumption of a service are important. For example
workers, management, consumers etc. It also defines the market segmentation, mainly
demographic segmentation. It addresses particular class of people for whom the product or
service is made available.
 Process: Procedure, mechanism and flow of activities by which services are used. Also the
'Procedure' how the product will reach the end user.
 Physical Evidence: The marketing strategy should include effectively communicating their
satisfaction to potential customers.

2
Four Cs
Robert F. Lauterborn proposed a four Cs classification in 1993. The Four Cs model is more
consumer-oriented and attempts to better fit the movement from mass marketing to niche
marketing. The Product part of the Four Ps model is replaced by Consumer or Consumer
Models, shifting the focus to satisfying the consumer needs. Another C replacement for Product
is Capable. By defining offerings as individual capabilities that when combined and focused to a
specific industry, creates a custom solution rather than pigeon-holing a customer into a product.
Pricing is replaced by Cost reflecting the total cost of ownership. Many factors affect Cost,
including but not limited to the customer's cost to change or implement the new product or
service and the customer's cost for not selecting a competitor's product or service. Placement is
replaced by Convenience. With the rise of internet and hybrid models of purchasing, Place is
becoming less relevant. Convenience takes into account the ease of buying the product, finding
the product, finding information about the product, and several other factors. Finally, the
Promotions feature is replaced by Communication which represents a broader focus than simply
Promotions.

Communications can include advertising, public relations, personal selling, viral advertising, and
any form of communication between the firm and the consumer.

Promotion is true that products are manufactured to satisfy the needs of the consumers.. But
alone is not enough. Today the responsibility of the manufacturers does not cease with physical
production whatever may be the nature of the product. The present day marketers are consumer
oriented where it is the duty of the manufacturers to know from where, when, how and what
price the products would be available.

In course of time, various activities came into vogue designed particularly to help easy sale of
goods. These activities commonly known as promotional Mix. The marketing communication
Mix also called as the “Promotion Mix” consists of four major tools.

1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling

3
Generally marketing communication is undertaken to pass on the message of a product or sale to
the ultimate consumers. Thus, there are three elements in this process.

The purpose of advertising is motivating but to sell something a product or service, the real
objective of advertising is effective communication between producers and consumers.

The process of selling is ensured by personal selling supposed by advertising and sales
promotion. Of these three methods personal selling occupies the predominant role mainly
because of the personal element involves. It may be described as a personal source rendered to
the community in connection with marketing of goods.

Features:
1. It helps to establish a cordial and abiding relationship between the organization and its
customers.
2. It is a creative art. It creates wants a new.
3. It is a science, in the sense that “One human mind influences another human mind”.
4. Personal selling imparts knowledge and technical assistance to the consumers.

Promotion includes all those functions, which have to do with the marketing of a product all
other activities designed to increase and expand the market. But it is clearly distinguished from
advertising and personal selling, through basic aim or all the three is one and the same viz., to
increase the volume of sales.

“Sales promotion in a specific sense refers to those sales activities that supplement both personal
selling and advertising and co-ordination ate them and help to make them effective, such as
displays, shows and expositions, demonstrations and other non recurrent selling efforts not in the
ordinary routine”.

Evaluation of Sales Promotion:

Two decades ago, there was no agreement among the marketing people that there was a separate
sales promotion function. In those days, promotion was a “share- run to gain a short run good”.

The importance of sales promotion is modern marketing has increased mainly an account of its
ability in promoting sales and preparing the ground for future expansion. The main objective of
sales promotion is to attract the prospective buyer towards the product.

4
PUBLICITY
The publicity is derived as “Any form of commercially significant news about a product,
and institution, a service, or a person published I a space or radio i.e. not paid for by the
sponsor”. In short advertisement is paid form of publicity. It is to be noted here that though the
terms ‟ADVERTISING „AND „Publicity‟ or differences in the field of marketing, both are used
interchangeably.

The media are broadly classified into direct indirect. Direct method of advertising refers
to such methods used by the advertiser with which he could establish a direct contact with the
prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc.

1.2 NEED FORTHE STUDY:

The increasing competition in business is the reason to pay much more attention to satisfying
customers. It may help the market to notice role of customer satisfaction in the overall context of
product of service development and management.

Customers do not buy services, they buy satisfaction. Hence marketers must be clear about the
satisfaction the customer is seeking and check out whether the customers are getting the actual
satisfaction. This study helps the marketers to take necessary steps to gain the competitive
advantage over the competitors.

The study helps to predict further behavior intentions of the customers such as intention to re-
purchase, intention to increase the usage, intention to recommend the product and Service to
others. Today the customers have wide variety of motorcycles to chose.
If the satisfaction level of the customer goes down he may switch over to other brand. Ultimately
the company loses its actual customers. This study helps the marketer to take necessary steps to
overcome this problem and retain in the increase of customer loyalty.

5
1.3 SCOPE OF THE STUDY:

Marketing has a very wide scope it covers all the activities from conception of ideas to
realization of profits.

The area of study is considered to be in two districts. Those are Hyderabad and Ranga Reddy
districts.

Marketing has a very wide scope it covers all the activities from conception of ideas to
realization of profits. Marketing is pervasive in scope; any type of entity which is of value to a
market segment can be marketed. ADVERTISEMENTS: The scope of marketing is determined
by the marketing offering of an organization.

In the present study an attempt has been made to know the actual implementation of
Communication Process as management techniques in general and some other aspects such as
awareness of the workers, effectiveness of the performance appraisal system in particular.

1.4 OBJECTIVES OF THE STUDY:

 To study the promotional activities offered by Cream line Dairy Products Limited
(jersey).
 To identify the impact of sales in the market by using promotional strategies of
Cream line Dairy Products Limited (jersey)..
 To study the influence of schemes offered by firm on sales.

 To identify the effectiveness of Four Ps of marketing in the markets.

 To judge the influence of various media in markets.
 To suggest various effective marketing strategies in Creamline Dairy Products
Limited.

6
1.5 RESEARCH METHODOLOGY:

Research Design:

A research design is considered as the frame work or plan for a study that guides and
helps the collection and analysis of the data.

A sound research is the basis of success of any formal research. It is said to be the blue
print of the study conducted.

1.5.1 Types of research:

1. Exploratory research
2. Descriptive research

The research study will be carried out in qualitative and quantitative research approaches.

1.5.1.1 Exploratory research:

It is a lot like exploration or detective work fuelled by curiosity. Researchers should use
their instincts to find clues and venture into new territories in search of information. Flexibility
is important in exploratory research and it is bound to result in new ideas, revelations and
insights.

1.5.1.2Descriptive research:

1Descriptive research is defined as a research method that describes the characteristics of

the population or phenomenon studied. This methodology focuses more on the “what” of the
research subject than the “why” of the research subject.

The research has to be done in very efficient way; the frame work for collecting data is called
research design. The statistical involves the study of a few factors in large number of cased. The
contents of research design are

 Data collected method

 Research instruments

7
Survey approach: The survey will be conducted through close ended questionnaire. This
questionnaire will contain the multiple choice questions; each question will be given options.
The collection of data in survey follows two types they are

 Primary data (first hand data).

 Secondary data (used data).

1.5.2 Nature of the Data:

The data collected for the study was mainly primary in nature. There is first hand information
which is customer opinion, towards the company products. Besides this secondary data was also
collected from company brochures and company websites.

Source of data:

1.5.2.1Primary Data: The primary data is collected through questionnaires from the
customers.

1.5.2.2Secondary Data: The secondary data is collected from the books, journals and
internet.

1.5.2.3 Sample size:

1. The sample size of the survey (N) is 50.

2. Samples are collected customers of showroom.
3. The age limit of the customers is in between 20-55.
4. The customers will be randomly selected.

1.5.2.4 Period of the study:

Since so many years Cream line Dairy Products Limited (jersey), Hyderabad has been
following the same procedure of Communication Process for their executives and employees
and for the study of my project last one-year data has collected on Promotional Activates.

8
1.5.2.5 Research approach:

The survey method was adopted for collection of primary data. Survey research

is systematically gathering data from respondent through structured

questionnaire.

1.5.2.6 Research instrument:

The data for this research study was collected by survey technique using

interview method guided by structured questionnaire.

1.6 LIMITATIONS TO THE STUDY:

 Survey will be conducted for the period of 45 days only.

 Primary data analysis only depended on the respondents.
 Process of study/survey is limited only to some customers.
 Enough care is taken in formulating the questionnaire; still some errors may creep on
 The consumer behavior varies according to different products.
 Though the customers wanted to give information they could not give as it wastes their
business time.
 The accuracy of the answers depends upon the mode of interest of respondents.
 Though the customers wanted to give information they could not, as they felt it takes
away their business time.
 The accuracy of the answers depends upon the mode of interest of respondents.
 The opinions of the sample may or may not depict the exact opinions of the total
population.

9
 CHAPTER-II

REVIEW OF LITERATURE
 2.1 LITERATURE REVIEW

“Shekhar Chandra (2012)” “Consumer Buying Behavior & Brand Loyalty in Rural
Markets FMCG “: The discoveries of the studywere summed up asfollowing: The rural people
are currently in the better position with extra income. The low rate finance accessibility has
likewise expanded the moderateness of buying the expensive items bythe rural people. Marketer
ought to comprehend the value affectability of purchaser in a provincial zone.

“Deepti Srivastava (2010)” “Marketing to India: A Changing Paradigm” The key

discoveries of this studyassignsthat: Rural sector has a huge market potential now. It is this
market quality in provincial zone that should be tapped. Rural markets are quickly developing in
India yet have regularly been disregarded by advertisers.

“SwatiDwivedi & Pankaj Kant Dixit (2011) “Evolving a Unique Marketing Mix for Rural
Markets “The marketers have focused everywhere stopping the fragments with the correct item,
utilizing an incentive for money evaluating, selecting the most proper channel of dispersion,
building long haul associations with the clients lastly, and utilizing the force of enthusiastic
brands.

“ManmeetSiras Kumar (2012)” “Rural Marketing Potentials& Strategies for Durables:

AStudy inGhaziabadDistrict“There is a growing importance of rural markets in the fast changing
economic situation. Marketers are shifting from urban to rural markets, as the urban markets are
too much populated. Already, considerable infiltration has been made by the makers of most
purchaser merchandise.

“G.L.Pedhiwal& Pankaj Arora (2011)” “Changing Rural Markets and Role of Marketers
“To examine theirevolution happening in the ruralmarketing sector due toastcompetition in urban
market.The outcomes of the study revealed the following facts: The urban market has become
too much congested with competition. The following huge revolution could occur in the rural
area. When it happens the advertisers ought to have officially concentrated the lay of land and
thought about the systems and strategies for triumph.

“Md. Rafiuddin& Ahmed Badiuddin (2011)” “Understanding the Potential of Rural

Marketing in India: An Analytical Study” To analyze thepurchasingpattern in ruralmarkets

10
based on the agegroups. The results exhibits that: Ads through electronic media are favored over
other strategy forcorrespondence. Advertisers can profit most on the off chance that they can
make the country individuals feel that they esteem them as their clients. Local dialects areplaying
essential run in the rural advertising.

“Nidhi Shell Pandey” “Reaching the Unreached With Advertising “To learn about theneeds,
suitabilityand problems of auralconsumer, and designing product orserviceaccordingly.Results
revealed that the products need to be customized to suit the locality as seventy per cent of the
Indian population still resides in villages. Cost is considered major deterrent to rural campaigns.

“Sumit Mishra & Vinay Kumar (2015)” Marketing in India: Challenges &Opportunities
“To study thechangingscenario ofIndian ruralmarkets andhow toimprove themarketingstrategies
ofrural sellingand marketpromotion. The results of the studyrevealed the following: The rural
consumers are not merely buying to fulfill their needs, but are also willing today higher prices
for the comfort and socialization. The marketers should be all prepared with strategies and tactics
for this big revolution.

“Menasha Raj (2012) “Brand Awareness and Customer Preferences for FMCG Products
in Markets: An Empirical Study of Rural Markets of GarhwaliRegion “To study
the“brandawareness inrural areaparticularlyin the field of beautycare and healthcareproducts”,
anddiscover brandloyalty of ruralconsumers. The key discoveries of this study assign that: Rural
buyers are not stressed over the cost of the item. They are indicating eagerness to spend higher
cost when they understand that they can bearto spend.

“Anil Kalotra (2013)” “ Marketing Potential in India: An Analytical Study” To examine the
ruralmarketingenvironment,problems andstrategies ofIndian ruralmarket. The outcomes
proposed thatIndian rural market is a diverse huge market in itself, may it be culturally,
regionally, linguistically, or economically. Increment in buying power fuelled part of intrigue; a
few organizations are investigating practical channels.

“Md. Abbas Ali & Venkat Ram Raj Thumiki& Naseer Khan (2012)” “Factors Influencing
Purchase of FMCG by Consumers in South India: An Empirical Study”To analyze
thefactors thataffects therural purchaseofficein SouthIndia. The review uncovers that therural
purchasers in South India consider that use of FMCGadds to their way of life. Rural advertisers

11
ought to plan inventive special systems for rural markets that can express messages in a simple
path tothe villagers and good with their education and comprehension levels. Thus, it is
recommended to advanceFMCG in these lines. Qualityis essential with regards torural buy and
utilization ofFMCG as country clientsincline toward quality FMCG.

“Rashmi Siag, Sharad Choudhary (2015)” “Rural India Offering Opportunities to FMCG
Companies” To examine thepotential thatRural Indiais offering agoodopportunityto
FMCGcompanies togain a profitableshare in ruralmarkets. The key findings of the studyare that
in rural India scenarios changing now the rural consumers have specialized wants and
preferences. They are adopting the urban standard of living slowly as their rise in income, more
employment opportunities. This changing environment inrural areas gives FMCGcompanies an
opportunity togrow and earn profit.

Mr. JyotiPradhan & Dr.Devi PrasadMisra (2014)”“Rural BrandAwareness and

Preferences forFMCGs: An EmpiricalStudy onKeonjhar”To explore
theruralconsumerbuyingbehaviorthrough brandThe outcomes uncovered that there were
measurable connections between age, gender, family type and education with brand inclination.
Be that as it may, District of Odisha,India “awareness andinfluence ofdemographic factors
onbrandpreference. there was no statistical associationamongst occupation and yearly salary with
the brand inclination. In this way age, gender, family type and education just had measurable
association withthe brand inclination of rural buyers in the Kenosha regionof Odisha.

12
 2.2 THEORETICAL FRAMEWORK

Marketing Mix Strategies

The marketing mix is the set of controllable, tactical marketing tools that a company uses to
produce a desired response from its target market. It consists of everything that a company can
do to influence demand for its product. It is also a tool to help marketing planning and execution.
An effective marketing strategy combines the 4 Ps of the marketing mix. It is designed to meet
the company‟s marketing objectives by providing its customers with value. The 4 Ps of the
marketing mix are related, and combine to establish the product‟s position within its target
markets.

The term "marketing-mix," was first coined by Neil Borden, the president of the American
Marketing Association in 1953. It is still used today to make important decisions that lead to the
execution of a marketing plan. The various approaches that are used have evolved over time,
especially with the increased use of technology. The use and importance of marketing mix lie in
its contribution towards the formation of an effective marketing strategy and its practical
implementation. Integrating all the essentials of effective marketing, marketing mix allows you
to analyze and asses the feasibility and role of the product or service that you have to offer,
identify appropriate distribution channel for the proper placement of your product, set a suitable
price for the value that you are offering to your consumers and identify and employ suitable
promotional media.

The role of marketing mix in Strategy – Marketing mix plays a crucial role while deciding the
strategy of an organization. It is the first step even when a marketing plan or a business plan is
being made. This is because; the marketing mix decision will also affect positioning decisions.
Based on products, segmentation and targeting will be done. Based on the price, positioning can
be decided. And these decisions will likely affect the place and promotion decisions. Thus, the
marketing mix strategy goes hand in hand with segmentation targeting and positioning.

Furthermore, marketing mix also provides direction for the selection of a suitable distribution
channel, where you target consumer are more likely to look around for your offered services or
products. It may be any platform, ranging from a retail store to an online shop. Marketing mix

13
also includes directives for the allocation of a suitable price, which confers with priorities and
limitations of your target consumers. It helps you promote and advertise your products and
services effectively, so that you may be able to proficiently deliver value to your consumers.

The 4 P’s of Marketing:

Marketing Mix, a term coined by Neil Borden, are the ingredients that combine to capture and
promote a brand or product‟s unique selling points, those that differentiate it from its
competitors. The ideas behind Borden‟s model were refined over the years until E. Jerome
McCarthy reduced them to 4 elements called “The Four Ps.” This proposed classification has
been used by marketing companies, branding agencies and web design companies throughout the
world. The origins of the four Ps can be traced to the late 1940s. The first known mention of a
mix has been attributed to a Professor of Marketing at Harvard University, Prof. James Culliton.
In 1948, Culliton published an article entitled, The Management of Marketing Costs in which
Culliton describes marketers as 'mixers of ingredients'. Some years later, Culliton's colleague,
Professor Neil Borden, published a retrospective article detailing the early history of the
marketing mix in which he claims that he was inspired by Culliton's idea of 'mixers', and credits
himself with popularizing the concept of the 'marketing mix'.

According to Borden's account, he used the term, 'marketing mix' consistently from the late
1940s. For instance, he is known to have used the term 'marketing mix' in his presidential
address given to the American Marketing Association in 1953.

Although the idea of marketers as 'mixers of ingredients' caught on, marketers could not reach
any real consensus about what elements should be included in the mix until the 1960s. The 4 Ps,
in its modern form, was first proposed in 1960 by E. Jerome McCarthy in his text-book, Basic
Marketing: A Managerial Approach. McCarthy used the 4 Ps as an organizing framework for the
entire work with chapters devoted to each of the elements, contained within a managerial
approach that also included chapters dedicated to analysis, consumer behavior, marketing
research, and market segmentation and planning to round out the managerial approach. Phillip
Kotler, a prolific author, popularized the managerial approach, and with it, spread the concept of
the 4 Ps. McCarthy‟s 4 Ps has been widely adopted by both marketing academics and
practitioners.

14
The prospect of expanding or modifying the marketing mix first took hold at the inaugural AMA
Conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical
works pointing to many important limitations of the 4 Ps concept. Taken collectively, the papers
presented at that conference indicate that service marketers were thinking about a revision to the
general marketing mix based on an understanding that services were fundamentally different to
products, and therefore required different tools and strategies. In 1981, Booms and Bitner
proposed a model of 7 Ps, comprising the original 4 Ps plus process, people and physical
evidence, as being more applicable for services marketing. Since then there have been a number
of different proposals for a service marketing mix (with various numbers of Ps - 6 Ps, 7 Ps, 8 Ps,
9 Ps and occasionally more).

Marketing mix is about putting the right product or a combination thereof in the place, at the
right time, and at the right price. The difficult part is doing this well, as you need to know every
aspect of your business plan. The marketing mix is a crucial tool to help understand what the
product or service can offer and how to plan for a successful product offering. The marketing
mix is most commonly executed through the 4 P‟s of marketing: Price, Product, Promotion, and
Place.

 Product- The first thing a business needs is a product. Therefore product is also the first
variable in the marketing mix. Product decisions are the first decisions you need to take
before making any marketing plan. A product can be divided into three parts. The core
product, the augmented product and the tertiary product. However, if the product features
are not fitting in the marketing mix, it can be altered such that it finds a place for itself in
the marketing mix.
 Pricing- Pricing of a product depends on a lot of different variables and hence it is
constantly updated. Major consideration in pricing is the costing of the product, the
advertising and marketing expenses, any price fluctuations in the market, distribution costs
etc. Many of these factors can change separately. Thus the pricing has to be such that it can
bear the brunt of changes for a certain period of time. However, if all these variables
change, then the pricing of a product has to be increased and decreased accordingly.
 Place- Place refers to the distribution channel of a product. If a product is a consumer
product, it needs to be available as far and wide as possible. On the other hand, if the

15
 product is a Premium consumer product, it will be available only in select stores. Similarly,
if the product is a business product, it will need a team who interacts with businesses and
makes the product available to them. Thus the place where the product is distributed
depends on the product and pricing decisions, as well as any STP decisions taken by a firm.
Distribution has a huge effect on the profitability of a product. Supply chain and logistics
decisions are considered as very important costing decisions of the firm. The firm needs to
have a full proof logistics and supply chain plan for its distribution.
 Promotion- Promotions in the marketing mix includes the complete integrated marketing
communications which in turn includes ATL and BTL advertising as well as sales
promotions. Promotions are dependent a lot on the product and pricing decision. If the
product is completely new in the market, it needs brand / product awareness promotions,
whereas if the product is already existing then it will need brand recall promotions.
Promotions also decide the segmentation targeting and positioning of the product.
However, the budget required for extensive promotions is also high. Promotions are
considered as marketing expenses and the same needs to be taken in consideration while
deciding the costing of the product.

Fig.1.1 4 Ps of Marketing

1.1.2 Product Strategy

16
All great products start with a clear strategy that is customer and market-driven. Strategy not
only ensures that you work on what matters. It is also essential so that you can communicate
what matters to your team and organization. The main purpose of a strategy is to provide the
product manager with direction so they can guide their product team and manage the business
over the planning period. Strategies also help product managers communicate the products' value
to cross-functional teams and key stakeholders, who want to know how products will achieve
high-level business objectives. A product strategy is the foundation of a product lifecycle, and its
execution plan for further development. As they develop their product strategy, product leaders
zero in on target audiences and define key product and customer attributes.

Product strategy comprises of three major factors:

Fig.1.2 Factors of Product Strategy

 Vision- A good vision describes who the customers are, what customers need, and how
you plan to deliver a unique offering. The vision includes details on the market
opportunity, target customers, positioning, a competitive analysis, and the go-to-market
plan.
 Goals- Goals define what you want to achieve in the next quarter, year, or 18 months.
 Initiatives- Initiatives are the high-level efforts that will help you achieve your goals.

A great strategy starts with a clear product plan, a vision and a canvas that explains how
customer and market forces shape the product's direction. That's why you must visualize your
strategy and relationships.

17
A product strategy draws from the ultimate vision of the product. It states where the product will
end up. By setting a product strategy, you can determine the direction of your product efforts.
Similar to making effective use of a map, you first need a destination, and then you can plan your
route. Just as a business has a strategic vision of what it wants to be when it grows up, the
product has its own strategy and destination.

Elements of Product Strategy:

 Who to selling- Defining the target customer or market. Identifying whom to sell, and
what that market looks like.
 What to sell- Describe how potential customers will perceive the product compared to
competitive products. Understand what makes the product unique in the market.
 What value is provided to the customer- Determining what problems the product solves
for customers. A product cannot be everything to everyone within a particular market, but
it can help to solve specific problems. Create a value proposition to position the value to
provide and the benefits that customers will receive with the solution.
 How to price the product- Stating how to price the product. Include its perceived value
and a pricing model.

Creating Product Strategy:

Creating product strategy for a product starts with identifying the market problems to be solved.
This includes interviewing the target market, understanding the competitive landscape and
identifying how to differentiate. The product strategy will change over time according to the
needs of the market, and when decided to entering different markets. Listening to the market and
developing the product strategy is a circular process. For a product to be successful it has to meet
and satisfy a specific need and it should be able to function as promised.

The features and benefits of the product should be clearly communicated to current and potential
customers. Another vital feature of a product is branding because it‟s what differentiates itself
from other similar products in the market. It also creates customer recall and loyalty. These
factors ultimately affect the product strategy. Other factors that attract customers, aside from the
product itself, are the packaging, quality, services, options, and warranty. Manufacturer might

18
want to bundle his products with all the services to entice customers because it adds value to the
products.

Pricing Strategy:

Price must support the other elements of the marketing mix. Pricing is difficult and must reflect
supply and demand relationship. Pricing a product too high or too low could mean lost sales for
the organization. Good pricing strategy helps to determine the price point at which one can
maximize profits on sales of the products or services. When setting prices, a business owner
needs to consider a wide range of factors including production and distribution costs, competitor
offerings, positioning strategies and the business‟ target customer base. While customers won‟t
purchase goods that are priced too high, and on the other hand a company won‟t succeed if it
prices goods too low to cover all of the business‟ costs.

Along with product, place and promotion, price can have a profound effect on the success of a
small business. Pricing is one of the most vital and highly demanded components within the
theory of marketing mix. It helps consumers to have an image of the standards the firm has to
offer through their products, creating firms to have an exceptional reputation in the market.

Mainly there are three major approaches in which a business can fix the price of its product:

 Cost based pricing- when price is fixed by adding a profit element on top of the original
cost of making the product.
 Customer based pricing- when prices are determined what the firm believes, customers
will be ready to pay for that product.
 Competitor based pricing- when competitor‟s price is the main influence for fixing prices.

19
 Fig.1.3 Approaches of Pricing

Cost Based Pricing:

This involves setting a price by adding a fixed amount or percentage to the cost of making or
buying the product. In some ways this is quite an old-fashioned and somewhat discredited
pricing strategy, although it is still widely used. Cost plus (or mark-up) pricing is widely used in
retailing, where the retailer wants to know with some certainty what the gross profit margin of
each sale will be. An advantage of this approach is that the business will know that its costs are
being covered. The main disadvantage is that cost-plus pricing may lead to products that are
priced un-competitively. The main advantage of cost-based pricing is that selling prices are
relatively easy to calculate. If the mark-up percentage is applied consistently across product
ranges, then the business can also predict more reliably what the overall profit margin will be.

Customer Based Pricing:

 Penetration Pricing- Penetration pricing is the pricing technique of setting a relatively

low initial entry price, usually lower than the intended established price, to attract new
customers. The strategy aims to encourage customers to switch to the new product
because of the lower price. Penetration pricing is most commonly associated with a
marketing objective of increasing market share or sales volume. In the short term,
penetration pricing is likely to result in lower profits than would be the case if price were

20
 set higher. However, there are some significant benefits to long-term profitability of
having a higher market share, so the pricing strategy can often be justified.
 You often see the tagline "special introductory offer" – the classic sign of penetration
pricing. Penetration pricing is often used to support the launch of a new product, and
works best when a product enters a market with relatively little product differentiation
and where demand is price elastic – so a lower price than rival products is a competitive
weapon.
 Price Skimming- Skimming involves setting a high price before other competitors come
into the same market. This is often used for the launch of a new product which faces little
or no competition – usually due to some technological features. Such products are often
bought by “early adopters” who are prepared to pay a higher price to have the latest or
best product in the market. Price skimming as a strategy cannot last for long, as
competitors soon launch rival products which put pressure on the price.
 Loss Leaders- The use of loss leaders is a method of sales promotion. A loss leader is a
product priced below cost-price in order to attract consumers into a shop or online store.
The purpose of making a product a loss leader is to encourage customers to make further
purchases of profitable goods while they are in the shop. If a business undercuts its
competitors on price, new customers may be attracted and existing customers may
become more loyal. So, using a loss leader can help drive customer loyalty. One risk of
using a loss leader is that customers may take the opportunity to "bulk-buy".
 Predatory Pricing- With predatory pricing, prices are deliberately set very low by a
dominant competitor in the market in order to restrict or prevent competition. The price
set might even be free, or lead to losses by the predator. Whatever the approach,
predatory pricing is illegal under competition law.
 Psychological Pricing- The aim of psychological pricing is to make the customer believe
the product is cheaper than it really is. Pricing in this way is intended to attract customers
who are looking for value.

Competitor Based Pricing:

If there is strong competition in a market, customers are faced with a wide choice of who to buy
from. They may buy from the cheapest provider or perhaps from the one which offers the best

21
customer service. But customers will certainly be mindful of what is a reasonable or normal price
in the market. Most firms in a competitive market do not have sufficient power to be able to set
prices above their competitors. They tend to use “going rate” pricing – i.e. fixing a price that is in
line with the prices charged by the competitors. In effect such businesses are “price takers”, they
must accept the going market price as determined by the forces of demand and supply.

Promotional Tools & Techniques:

Promotion is the aspect of marketing that involves delivery of company, brand or product
messages to target customers. Several tools are used by companies to aid the delivery of both
paid and unpaid promotional methods. Each tool contributes a different way to reach customers
and achieve communication objectives. These promotional tools look to communicate,
company‟s messages across to the consumer. The purpose of a promotion and thus its
promotional plan can have a wide range, including: sales increases, new product acceptance,
creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
Both personal and non-personal channels of communication can be used as promotional tools.

The five major tools of promotion are:

 Advertising
 Sales Promotion
 Public Relation
 Direct Marketing
 Publicity

Fig.1.4 Tools of Promotion

22
Advertising:

Advertising is an audio or visual form of marketing communication that services an openly

sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of
advertising are often businesses who wish to endorse their products or services. Advertising is
communicated through various mass media, including media such as newspapers, magazines,
television, radio, outdoor advertising or direct mail; or new media such as search results, blogs,
websites or text messages. The actual presentation of the message in a medium is referred to as
an advertisement or "ad". All products, old and new, cheap or expensive, durable or consumer,
need extensive advertising to survive in this competitive era. It facilitates large scale marketing.

Some of the major purposes of advertising are:

Fig.1.5 Purposes of Advertising

 Give Information- The first and foremost purpose of advertising is giving information, not
only regarding a product or service, but even several other issues related to the society.
 Attract Attention- Advertising acts as a marketing vehicle, and is extremely useful in
gaining attention of people towards a particular product or service. Marketers draw attention
of their target audiences through advertising.
 Creates Awareness- Advertising campaigns are even designed to create awareness in the
society regarding a particular issue. These advertising messages are not trying to sell the
consumer something, but are working to make them aware of an issue.

23
  Influencing Buying Behavior- Marketing and promotional efforts use advertising as a
vehicle to influence the buying behavior of consumers. This type of advertising typically
promotes a particular product or service, introduces a new offering, or promotes a sale or
upcoming event.

Sales Promotion:

Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales, it is rarely suitable as a
method of building long-term customer loyalty. Some sales promotions are aimed at consumers.
Others are targeted at intermediaries and at the firm's sales force.

A company uses various methods of sales promotion, for promoting their goods and services.

Some of these famous methods of sales promotion are as follows:

Fig.1.7 Methods of Sales Promotion

 Money off Coupons- Customers receive coupons, or cut coupons out of newspapers or a
products packaging that enables them to buy the product next time at a reduced price.
 Competitions- Competitions are arranged like buying the product will allow the customer
to take part in a chance to win a prize.
 Discount Vouchers- Another method of sales promotion is Discount vouchers; they
encourage customers to spend money in-store by effectively lowering prices.

24
  Loyalty Card- Loyalty card allows customers earn points for buying certain goods or
shopping at certain retailers, that can later be exchanged for money, goods or other offers.
 Free Gifts- Offering a free gift when purchasing a particular product, is another famous
method of sales promotion.

Public Relation:

Every organization, no matter how large or small, ultimately depends on its reputation for
survival and success. Customers, suppliers, employees, investors, journalists and regulators can
have a powerful impact. They all have an opinion about the organizations they come into contact
with - whether good or bad, right or wrong. These perceptions will drive their decisions about
whether they want to work with, shop with and support these organizations. In today's
competitive market, reputation can be a company's biggest asset, the thing that makes you stand
out from the crowd and gives you a competitive edge. Effective public relation can help manage
reputation by communicating and building good relationships with all organization stakeholders.

Direct Marketing:

Direct marketing is a form of advertising which allows businesses and nonprofit organizations to
communicate directly to customers through a variety of media including cell phone text
messaging, email, websites, online adverts, database marketing, fliers, catalog distribution,
promotional letters and targeted television, newspaper and magazine advertisements as well as
outdoor advertising. Direct marketing focuses on the customer, data, and testing. Hence, besides
the actual communication, a direct marketing campaign will incorporate actionable segments and
use pre- and post-campaign analytics to measure results. Direct marketing occurs when
businesses address customers through a multitude of channels, including mail, e-mail, phone, and
in person.

Direct marketing messages involve a specific “call to action,” such as “Call this toll-free-
number” or “Click this link to subscribe.” The results of such campaigns are immediately
measurable, as a business can track how many customers have responded through a message‟s
call to action.

Types of Direct Marketing:

25
  Face to Face Selling
 Telemarketing
 Direct Mail Marketing
 Catalog Marketing
 Direct Response Television Marketing
 Kiosk Marketing
 Online Marketing & Electronic Commerce

Fig.1.8 Types of Direct Marketing

Publicity:

Publicity is the movement of information to the general public from the media. The subjects of
publicity include people, goods and services, organizations, and works of art or entertainment.
Publicity is gaining public visibility or awareness for a product, service or your company via the
media. Publicity is generally not paid for by the organizations. Publicity comes from reporters,
columnists, and journalists.

26
 CHAPTER-III
INDUSTRY PROFILE
COMPANY PROFILE
SWOT ANALYSIS
 3.1 INDUSTRY PROFILE
INTRODUCTION

The Indian food industry is poised for huge growth, increasing its contribution to world food
trade every year. In India, the food sector has emerged as a high-growth and high-profit sector
due to its immense potential for value addition, particularly within the food processing industry.

Accounting for about 32 per cent of the country‟s total food market, The Government of India
has been instrumental in the growth and development of the food processing industry. The
government through the Ministry of Food Processing Industries (MoFPI) is making all efforts to
encourage investments in the business. It has approved proposals for joint ventures (JV), foreign
collaborations, industrial licenses, and 100 per cent export oriented units.

Market Size

The Indian food and grocery market is the world‟s sixth largest, with retail contributing 70 per
cent of the sales. The Indian food processing industry accounts for 32 per cent of the country‟s
total food market, one of the largest industries in India and is ranked fifth in terms of production,
consumption, export and expected growth. It contributes around 8.80 and 8.39 per cent of Gross
Value Added (GVA) in Manufacturing and Agriculture respectively, 13 per cent of India‟s
exports and six per cent of total industrial investment. The Indian gourmet food market is
currently valued at US$ 1.3 billion and is growing at a Compound Annual Growth Rate (CAGR)
of 20 per cent. India's organic food market is expected to increase by three times by 2020#.

The online food ordering business in India is in its nascent stage, but witnessing exponential
growth. With online food delivery players like Food Panda, Tomato, Tiny Owl and Swingy
building scale through partnerships, the organized food business has a huge potential and a
promising future. The online food delivery industry grew at 150 per cent year-on-year with an
estimated Gross Merchandise Value (GMV) of US$ 300 million in 2016.

27
Investments

According to the data provided by the Department of Industrial Policies and Promotion (DIPP),
the food processing sector in India has received around US$ 7.54 billion worth of Foreign Direct
Investment (FDI) during the period April 2000-March 2017. The Confederation of Indian
Industry (CII) estimates that the food processing sectors have the potential to attract as much as
US$ 33 billion of investment over the next 10 years and also to generate employment of nine
million person-days.

Some of the major investments in this sector in the recent past are:

 Global e-commerce giant, Amazon is planning to enter the Indian food retailing sector by
investing US$ 515 million in the next five years, as per MrHarsimrat Kaur Badal,
Minister of Food Processing Industries, and Government of India.
 Parle Agro Pvt Ltd is launching Froth Fizz, a succession of the original Mango Frooti,
which will be retailed across 1.2 million outlets in the country as it targets increasing its
annual revenue from Rs 2800 crore (US$ 0.42 billion) to Rs 5000 crore (US$ 0.75
billion) by 2018.
 US-based food company Cargill Inc, aims to double its branded consumer business in
India by 2020, by doubling its retail reach to about 800,000 outlets and increase market
share to become national leader in the sunflower oil category which will help the
company be among the top three leading brands in India.
 Mad Over Donuts (Mood), outlined plans of expanding its operations in India by opening
nine new MOD stores by March 2017.
 DANONE SA plans to focus on nutrition business in India, its fastest growing market in
South Asia, by launching 10 new products in 2017, and aiming to double its revenue in
India by 2020.
 Uber Technologies Inc plans to launch UberEATS, its food delivery service to India, with
investments made across multiple cities and regions.

28
Government Initiatives

Some of the major initiatives taken by the Government of India to improve the food processing
sector in India are as follows:

The Government of India aims to boost growth in the food processing sector by leveraging
reforms such as 100 per cent Foreign direct investment (FDI) in marketing of food products and
various incentives at central and state government level along with a strong focus on supply
chain infrastructure.

The Indian Council for Fertilizer and Nutrient Research (ICFNR) will adopt international best
practices for research in fertiliser sector, which will enable farmers to get good quality fertilisers
at affordable rates and thereby achieve food security for the common man.

The Ministry of Food Processing Industries announced a scheme for Human Resource
Development (HRD) in the food processing sector. The HRD scheme is being implemented
through State Governments under the National Mission on Food Processing. The scheme has the
following four components:

 Creation of infrastructure facilities for degree/diploma courses in food processing sector

 Entrepreneurship Development Programmed (EDP)
 Food Processing Training Centers (FPTC)
 Training at recognised institutions at State/National level

Road Ahead

Going forward, the adoption of food safety and quality assurance mechanisms such as Total
Quality Management (TQM) including ISO 9000, ISO 22000, Hazard Analysis and Critical
Control Points (HACCP), Good Manufacturing Practices (GMP) and Good Hygienic Practices
(GHP) by the food processing industry offers several benefits. It would enable adherence to
stringent quality and hygiene norms and thereby protect consumer health, prepare the industry to
face global competition, enhance product acceptance by overseas buyers and keep the industry
technologically abreast of international best practices.

29
 3.2 COMPANY PROFILE

Creamline Dairy Products Limited (CDPL) is a leading Private Dairy player in Southern India
with its operations spanning across Telangana, Andhra Pradesh, Tamilnadu, Karnataka and
Nagpur in Maharashtra. Its products are sold under the brand name `Jersey‟. Since inception in
1986, the company has been growing consistently under the visionary leadership of Promoter
Directors, an efficient Operating team and the unrelenting efforts of committed workforce.

The company has excellent infrastructure at strategic locations comprising of 34 Milk Chilling
Centers, 8 Associate Milk Chilling Centers. 84 Bulk Milk Cooling units, 6 Composite Dairy
Plants and one state of the art milk powder plant at Ongole. While all the dairies are ISO 22000
certified, the powder plant also has a certification from Export Inspection Agency qualifying the
`Jersey‟ products for exports. The combined processing capacity of milk & milk products is 9.76
LLPD which includes 1.50 LLPD of drying facility at Ongole, A.P. The company markets its
products through a well laid distribution network comprising of distributors, agents, parlors and
exclusive franchise outlets. More than 5000 agents currently sell the milk and milk products of
Creamline. Its cultured milk products consisting of Curd, Lassi and Butter Milk has, within a
short span of time, captured a significant market share and enjoys a high brand equity amongst
the consumers. CDPL constantly endeavors to delight its customer ranging from household to
HORECA and prestigious institutions with its quality of products and continuous innovation.
The company achieved a turnover of 1000 plus crore in the FY 2016-2017.

CDPL became a subsidiary of M/s Godrej Agrovet Limited, the largest manufacturer of animal
feed in the country, after having acquired a majority stake of more than 51% equity in December
2015. CDPL is now strategically positioned to fully leverage the potential and function as an end
to end provider in the entire agri value chain. The company has chalked out ambitious growth
plans both organic and inorganic, while also expanding its product portfolio with more value
added products.

Vision:" To emerge as a Leader in Dairy Foods with Global Presence through Business
Excellence and Consumer Delight"

30
Mission:"To grow continuously, offering value added Dairy Products and gain customers
confidence through Innovative Practices"

Values:"We act with sense of pride adopting ethical practices and compassionate approach"

Board Of Directors

Mr. Nadir Godrej is the Managing Director of Godrej Industries and Chairman of Godrej
Agrovet. He is also a Director of numerous firms including Godrej & Boyce Co Ltd, Godrej
Consumer Products Ltd, Indian Hotels Co Ltd and Mahindra & Mahindra Ltd.

A veteran of the Indian industry, Nadir has played an important role in developing the animal
feed, agricultural input and chemicals businesses owned by Godrej. His active interest in
research related to these areas has resulted in several patents in the field of agricultural chemicals
and surfactants.

With his tremendous experience and expertise, Nadir has also contributed to the development of
a variety of industries by participating keenly in industry bodies such as the Compound
Livestock Feed Manufacturers Association of India, Indian Chemical Manufacturers
Association, and Oil Technologists' Association of India.

Currently, Nadir is the President of Alliance Française de Bombay. For his contribution to Indo-
French relations, the French Government has honoured him with the awards of "Chevalier de
l'Ordre National du Mérite" and "Chevalier de la Légiond'Honneur".

A Bachelor of Chemical Engineering from the Massachusetts Institute of Technology and a

Master of Chemical Engineering from Stanford University, Nadir completed his MBA from the
Harvard Business School. He lives in Mumbai, India with his wife and three children.

Mr. K. Bhasker Reddy graduated in Dairy Technology from Osmania University in 1983 and
completed his Executive MBA programme from Indian School of Business ( ISB ) – Hyderabad
in the year, 2013. Being a first generation entrepreneur and with hardly any funds at his disposal,
he toiled a lot initially in establishing first private dairy in the state of Andhra Pradesh in 1986
along with his peers.

31
In the later years, he successfully lead the team in establishing Milk Chilling Centers &
Processing Centers across Southern India and steered the organization in achieving Rs. 7000
millions annual sales as on March, 2013. “Round the Clock Milk Parlors” and “Mobile Milk
Testing Centers”, the first of their kind in the modern dairy industry in A.P., are his brainchild.

Mr. Reddy has got an in-depth knowledge of Dairy Industry in the country and broad trends
international. He is an active member of Indian Dairy Association ( IDA ) and working with
various trade bodies and chambers of commerce in different capacities. He attended various
business seminars, national & international trade fairs and completed short term management
programme which includes:

Food & Agri Business Management programme from Cornell Ithaca, New York.

Marketing Management from Kellogg School of Management, North Western University,

Chicago

Organization Growth Strategies from Wharton Business School, Philadelphia, USA

He is conferred with the Entrepreneur of the Year 2001 awarded by Hyderabad Management
Association,Hyderabad

Chairman of Indian Dairy Association, A.P Chapter, Hyderabad & Managing Committee
Member,Indian Dairy Association, South Zone

Chairman of Agricultural and Agro Based Industries Committee at Federation of Telangana and
Andhra Pradesh Chamber of Commerce and Industry ( FTAPCCI )

District Chairman for Literacy, Rotary International Dist.3150.

He had been Chairman of Andhra Pradesh Association of Deaf & Dumb during the year1995-
2005.

Mr. D. Chandra Shekher Reddy is a graduate in Dairy Technology from Osmania University.
He worked as Technical Officer in "Sabarkantha District Milk Producers Union Limited",
popularly known as SABAR DAIRY, part of AMUL organization for 1&1/2 years. His vast

32
experience in processing of various milk products and expertise in technical, plant maintenance
and operations are put to effective use to strengthen the technical aspects of the company. He
attended AnugaFoodtec at Cologne, Germany - Worlds most important trade fair for food and
drink technology.

Mr. C. Balraj Goud hails from Kamareddy Mandal, Nizamabad District, A.P. and is a first
generation entrepreneur. Graduated from Osmania University with Rural Industrialization as his
main elective. He completed L.LB from MaratwadaUniveristy, Nanded. He pursued successfully
his Post Graduation with Geography as specialization from Osmania University. He was very
active in sports, NSS and NCC in School & College. He was awarded 'C' Certificate with 'A'
Grade in NCC. He had successfully completed the Parachuting National Camp, Agra in 1980.

Before being inducted in Creamline Dairy Products Ltd (CDPL) as a Founder Director in the
year 1990-91, he practiced as an Advocate for one year. He has vast experience in marketing of
milk and milk products and had introduced various innovative marketing platforms/practices for
achieving growth in markets for CDPL. He introduced the novel concept of "Round the Clock"
parlors in the twin cities of Hyderabad and Secunderabad, which enabled the public to have an
easy access to milk and milk products throughout the day apart from providing self employment
to numerous graduates. He was handling the Marketing Function from the nascent stages till
2005-06. Subsequently he took initiatives to Head the Milk Procurement and Human Resources
management functions from 2006-07 to 2011-12.

Hailing from an agricultural background, his interest in procurement of milk was an extension of
his family background. He introduced several innovative and sustainable initiatives to improve
the practices of the farming community with the specific reference to milch cattle by adopting
best practices of the industry, technical input services apart from ensuring an inclusive financial
delivery mechanism from banks to the farmers. He had effectively utilized the services of one of
the leading NGO (Dhan Foundation) in the interior Districts of Nalgonda for channelizing the
milk procurement from farmer families through the concept of Self Help Groups (primarily
woman). His passion for Human Resource Development led him to attend HRD Congress 2007
at Kuala Lumpur, Malaysia.

33
Mr. M. Gangadhar, a Fellow Member of Institute of Chartered Accountants of India (ICAI), is
having more than 33 years of experience, post qualification, in the fields of Finance, Accounting,
Costing and Management, more especially in the Dairy Industry. He worked for 5 years in
Sangam Dairy as DGM (Finance) and served reputed private sector companies for 5 years before
joining CDPL.

Mr. BalramYadav is Managing Director, Godrej Agrovet Limited (GAVL).

Balram serves as Managing Director of Godrej Tyson Foods and is also the Chairman of the
Compound Livestock Feed Manufacturers Association of India. He is also the Director of many
other firms, including ACI Godrej, Creamline Dairy Products, Polychem Hygiene Laboratories
and Aadhar Retailing.

Balram started his career with Godrej as a Management Trainee. His first role was Branch
Executive at Khanna in 1991. Over the years, he handled increasing responsibilities as Deputy
Sales Manager, Factory Manager, Operations Manager and Deputy General Manager.

Balram was then asked to lead the integrated Poultry business in 1999. Under his leadership,
Real Good Chicken and Yummiez were established as the leading processed poultry brands in
India.

Balram completed his B. Sc. in Agricultural Science from Haryana Agricultural University and
his Post Graduate Diploma in Management from IIM-Ahmedabad. An avid footballer, he lives in
Mumbai with his wife and two children.

Mr. S. Varadaraj is Head, Finance, Systems and Legal, Godrej Agrovet Limited (GAVL).

Varadaraj took over as the Head of Finance and Systems in 2005. In 2010, he also took on the
additional responsibility of the Legal and Secretarial functions of GAVL and its group
companies.

A Commerce graduate and a Chartered Accountant, Varadaraj is also a qualified Cost

Accountant and holds a Master's degree in Financial Management. He joined GAVL as a
Management Trainee in May 1994.

34
Varadaraj has been the recipient of several awards and certificates, such as the „CA-CFO Award
in the Agricultural Sector‟ from the Institute of Chartered Accountants of India, „CFO 100
Award‟ from the CFO Institute for three consecutive years and a „Certificate of Merit - CMA
CFO Award in the category of Private-Manufacturing‟ from the Institute of Cost Accountants of
India.

His hobbies include trekking and playing cricket and squash.

Mr. Jude Fernandes has vast experience in FMCG sector. He has 3 decades of handling high-
pressure FMCG majors participating in exceeding competitive categories and successful
launches of innumerable brands for Amrutanjan, GCPL, Godrej Agrovet, TTK Prestige, Big
Bazaar, Lipton India, LIC, Union Bank, P&GG etc.

He has completed his B.Com. (Hons). From St. Xavier‟s College Calcutta.

His vast experience helped other companies inviting him at Senior Management Reviews of key
clients and all round contribution to key clients covering sales, distribution, new product
development, consumer insights, marketing inputs, communication.

He started his career in 1982 with major companies heading the key roles.

From 2001- 2007, he was the President of Mudra Communication in Mumbai

Responsible for turning this office into Mudra‟s largest profit centre and the star of the Group.
Responsibility revolved around building this office into a complete agency capable of handling
the largest clients, building dedicated teams to provide top class inputs to the clients.

From 2007 to 2011, he was the Executive Director of Mudra Communications and CEO of
Mudra India Responsible for Mudra‟s largest profit centre. Integration of the agency‟s ATL and
BTL offerings. Growth of South India branches, training and development of next line of key
managers. Retention of key accounts and aggressive new business development.

From 2011 till date, he is the Corporate Advisor to L&K Saatchi & Saatchi, a top 10 advertising
agency and Mentor to the MD and CEO. Responsibilities cover implementation of best agency
management practices, advisory on key FMCG clients.

35
 3.3 SWOT ANALYSIS

Below are the Strengths in the SWOT Analysis of Jersey Mike’s Subs:
Jersey Mike’s Subs strenghts:
1. Decades of legacy of the brand. High brand recognition
2. 750+ locations spread across the USA
3. Strong online presence with a good user interface
4. Television media presence through advertising
5. Freshly sliced meat and good menu
6. Excellent service adds to customer experience
Jersey Mike’s Subs Weaknesses
Here are the weaknesses in the Jersey Mike‟s Subs SWOT Analysis:
1. Lack of healthy and gluten free menu
2. Limited only to US compared to global food chains
3. Generic USP and lack of strong differentiating factor
Jersey Mike’s Subs Opportunities
Following are the Opportunities in Jersey Mike‟s Subs SWOT Analysis:

1. Expand to Midwest and West Coast US and abroad as well

2. Introduce healthier options on menu besides salads
3. Offer variety on the menu

Jersey Mike’s Subs Threats :

The threats in the SWOT Analysis of Jersey Mike‟s Subs are as mentioned:
1. Rising health consciousness of consumers
2. Highly competitive category
3. High operational costs for the industry

36
Products

Fresh – Toned Milk Premium-Toned Milk Bandhan – Toned Milk

Super – Full Cream Milk Rich – Full Cream Milk Gold-Full Cream Milk

Healthy-Double Toned FarmCow-Cow Milk Slim-Skinned Milk

Amrith Enrich

37
Milk Products

Standardized Curd Toned Curd Lassi

Butter Milk Flavored Milk MishtiDohi

Paneer Cooking Butter DoodhPeda

38
Milk Cake

Ghee & SMP

Cow Ghee

Buffalo Ghee

Full Boiled Ghee

39
Ice Creams and Medium Fat Frozen Desserts

Paper packs Paper cups Take-aways

Choco Bars Kulfies Novelties

Ice Lollies Cones

40
 CHAPTER-IV

DATA ANALYSIS

&

INTERPRETATION
 AGE WISE RESPONDENT
TABLE NO 4.1

AGE NO OF RESPONDENTS PERCENTAGE

Below 30 years 20 40%
31-40 years 11 22%
41-50 years 10 20%
Above 50 years 9 18%
TOTAL 50 100%
FIGURE 4.1

40%
35%
30%
25%
20%
15%
10%
5%
0%
Below 30 31-40 years 41-50 years Above 50 years
years

INTERPRETATION:
From the above the table 40% ,of respondent of below 30 years and 22%, of respondent in31-40
years and 20%,of 41-50 years of respondent 18%,of above the 50 years.

INFERENCE:

The majority of the peoples 40% respondent below 30 years.

41
 EDUCATIONAL QUALIFICATION WISE RESPONDENT

TABLE NO 4.2

QUALIFICATION NO OF RESPONDENTS PERCENTAGE

Below 10th Pass 20 40%
10+2 11 22%
Graduate 9 18%
Post Graduate 5 10%
Any other 5 10%
TOTAL 50 100%
FIGURE 4.2

40%
35%
30%
25%
20%
15%
10%
5%
0%
Below 10th 10+2 Graduate Post Any other
Pass Graduate

INTERPRETATION:
From the above the table 40% ,of respondent of below 10th pass and 22%, of respondent in 10+2
, and 18%,of graduate of respondent 10%,of post graduate of respondent, 10% of any other
respondent.

INFERENCE:

The majority of the people 40% respondent of below 10th pass

42
 OCCUPATION WISE RESPONDENT

TABLE NO 4.3

OCCUPATION NO OF RESPONDENTS PERCENTAGE

Employment 20 40%
Business 11 22%
Professional 10 20%
Any other 9 18%
TOTAL 50 100%
FIGURE 4.3

40%
35%
30%
25%
20%
15%
10%
5%
0%
Employment Business professional Any other

INTERPRETATION:
From the above table 40% of respondent of employment, and 22% of respondent in business and
20% of respondent professional and 18% respondent are any other.

INFERENCE:

The majority of the people 40% respondent of employment

43
 MONTHLY INCOME WISE RESPONDENT

TABLE NO 4.4

INCOME (RS) NO OF RESPONDENTS PERCENTAGE

Below 5000 20 40%
5000-10000 11 22%
10000-15000 10 20%
15000 Above 9 18%
TOTAL 50 100%
FIGURE 4.4

INTERPRETATION:
From the above table 40% of respondent of below 5000, and 22% of respondent in 5000-10k and
20% of respondent 10k-15k and 18% respondent are any 15000 above.

INFERENCE:

The majority of the people 40% respondent to below 5000

44
 ARE YOU AWARE OF THE DIFFERENT TYPES OF MILK PRODUCT
AVAILABLE IN MARKET

TABLE NO 4.5

OPINION NO OF RESPONDENTS PERCENTAGE

Yes 30 60%
No 20 40%
TOTAL 50 100%
FIGURE 4.5

60%

40%

Yes No

INTERPRETATION:
From the above table 60% of respondent of yes, and 40% of respondent of No

INFERENCE:

The majority of the people 60% respondent as Yes

45
 WHAT ARE THE VARIETIES YOU KNOW

TABLE NO 4.6

VARIETIES NO OF RESPONDENTS PERCENTAGE

Paneer 20 40%
Milk 15 30%
Ghee 10 20%
Shrikhand 5 10%
TOTAL 50 100%
FIGURE 4.6

40%
35%
30%
25%
20%
15%
10%
5%
0%
Paneer Milk Ghee Shrikhand

INTERPRETATION:
From the above table 40% of respondent of Paneer, and 30% of respondent in milk and 20% of
respondent ghee and 10% respondent are Shrikhand.

INFERENCE:

The majority peoples 40% of respondent for Paneer

46
 ARE YOU AWARE OF THE DIFFERENT DAIRY BRANDS AVAILABLE IN THE
MARKET

TABLE NO 4.7

OPINION NO OF RESPONDENTS PERCENTAGE

Yes 30 60%
No 20 40%
TOTAL 50 100%

FIGURE 4.7

70%
60%
50%
40%
30%
20%
10%
0%
Yes No

INTERPRETATION:
From the above table 60% of respondent of yes, and 40% of respondent of No

INFERENCE:

The majority of the people 60% respondent as Yes

47
 WHAT ARE THE BRANDS YOU ARE AWARE OF

TABLE NO 4.8

BRANDS NO OF RESPONDENTS PERCENTAGE

Cream line Dairy Products (Jersey) 20 40%
Amul 10 20%
Mother Dairy 10 20%
Heritage 5 10%
Model Dairy 5 10%
TOTAL 50 100%

FIGURE 4.8

40%
35%
30%
25%
20%
15%
10%
5%
0%
Cream line Amul Mother Heritage Model Dairy
Dairy Dairy
Products
(Jersey)

INTERPRETATION:
From the above table 40% of respondent of Cream line Dairy Products (Jersey), and 20% of
respondent in Amul and 20% of respondent mother dairyand 10% respondent are heritage, and
10% respondent of model Dairy.

INFERENCE:

The majority peoples 40% of respondent.Cream line Dairy Products (Jersey),

48
 HOW DO YOU AWARE OF THE BRANDS

TABLE NO 4.9

AWARE OF BRANDS NO OF RESPONDENTS PERCENTAGE

Word of Mouth 20 40%
Advertisement 10 20%
Company Sales Persons 10 20%
Agents 5 10%
Any other 5 10%
TOTAL 50 100%
FIGURE 4.9

40%

20% 20%

10% 10%

INTERPRETATION:
From the above table 40% of respondent of word of mouth, and 20%of respondent in
Advertisement and 20% of respondent Company Sales Persons and 10% respondent are Agents
and 10% respondent of any other
INFERENCE:
The majority peoples 40% of respondent word of mouth

49
 WHICH DIARY PRODUCTS DO YOU SELL

TABLE NO 4.10

PRODUCTS YOU SELL NO OF RESPONDENTS PERCENTAGE

Cream line Dairy Products (Jersey) 20 40%
Amul 10 20%
Mother Dairy 10 20%
Heritage 5 10%
Model Dairy 5 10%
TOTAL 50 100%
FIGURE 4.10

40%

20% 20%

10% 10%

Cream line Amul Mother Heritage Model Dairy

Dairy Dairy
Products
(Jersey)

Interpretation
From the above table 40% of respondent of Cream line Dairy Products (Jersey), and 20% of
respondent in Amul and 20% of respondent Mother Dairy and 10% respondent are Heritage and
10% respondent of Model Dairy

INFERENCE:

The majority peoples 40% of respondent Cream line Dairy Products (Jersey)

50
 WHICH PRODUCT YOU SELL MOSTLY IN CREAMLINE DAIRY PRODUCT

TABLE NO 4.11

MAJORITY PRODUCTS SELL NO OF RESPONDENTS PERCENTAGE

Ghee 10 20%
Panneer 6 12%
Butter 8 16%
Dhi 7 14%
Shrikhand 5 10%
Cheese 5 10%
Lassi 4 8%
Chach 3 6%
Flavour Milk 2 4%
TOTAL 50 100%
FIGURE 4.11

INTERPRETATION:

From the above table 20% of respondent of Ghee and 12% of respondent in Paneerand 16% of
respondent Butter and 14% respondent are Dhiand 10% respondent of Shrikhand and 8%
respondent are Lassi and 6% of respondent Chach and 4% respondent of Flavour Milk

INFERENCE:

The majority 20 % of respondent of Ghee

51
 DO YOU RECEIVE GOOD COMMISSION ON CREAMLINE DAIRY PRODUCTS

TABLE NO 4.12

OPINION NO OF RESPONDENTS PERCENTAGE

Yes 30 60%
No 20 40%
TOTAL 50 100%

FIGURE 4.12

60%

40%

Yes No

INTERPRETATION:
From the above table 60% of respondent of yes, and 40% of respondent of No

INFERENCE:

The majority of the people 60% respondent as Yes

52
 DO YOU SELL CREAMLINE DAIRY PRODUCTS ON DEMAND OF CUSTOMERS

TABLE NO 4.13

OPINION NO OF RESPONDENTS PERCENTAGE

Yes 30 60%
No 20 40%
TOTAL 50 100%

FIGURE 4.13

60%

40%

Yes No

INTERPRETATION:
From the above table 60% of respondent of yes, and 40% of respondent of No

INFERENCE:

The majority of the people 60% respondent as Yes

53
 DOES CREAMLINE DAIRY PRODUCTS MAKE YOU REACH SUPPLY AT THE
RIGHT TIME

TABLE NO 4.14

OPINION NO OF RESPONDENTS PERCENTAGE

Yes 30 60%
No 20 40%
TOTAL 50 100%

FIGURE 4.14

60%

40%

Yes No

INTERPRETATION:
From the above table 60% of respondent of yes, and 40% of respondent of No

INFERENCE:

The majority of the people 60% respondent as Yes

54
 WHICH TYPE OF MILK YOUR CONSUMER BUY MOSTLY

TABLE NO 4.15

SOLD MOSTLY NO OF RESPONDENTS PERCENTAGE

Toned milk 16 32%
Double toned milk 15 30%
Whole Milk 10 20%
Skimmed Milk 8 16%
Standard milk 1 2%
TOTAL 50 100%

FIGURE 4.15

32%
30%

20%
16%

2%

Toned milk Double Whole Milk Skimmed Standard

toned milk Milk milk

INTERPRETATION
From the above the table 32% ,of respondent of Toned milk and 30%, of respondent in Double
toned milk, and 20%,of Whole Milk of respondent 16%,of Skimmed Milk of respondent, 2%
of Standard milk respondent.

INFERENCE:

The majority 32%, of respondent of Toned milk

55
 IN YOUR POINT OF VIEW THE REASONS FOR THE CUSTOMER
PREFERRING THE CREAMLINE MILK

TABLE NO 4.16

PREFERRING NO OF RESPONDENTS PERCENTAGE

Quality of Milk 16 32%
Price 15 30%
Easy Availability 10 20%
Any other 9 18%
TOTAL 50 100%

FIGURE 4.16

32%
30%

20%
18%

Quality of Milk Price Easy Availability Any other

INTERPRETATION:
From the above table 32% respondent quality of milk and 30% of respondent of price, 20% of
respondent easy availability,18% of respondent in any other.

INFERENCE:

The majority of the 32% respondent quality of milk

56
 ARE YOUR CUSTOMER SATISFIED WITH THE PRESENT BRAND OF MILK
YOU ARE SELLING

TABLE NO 4.17

OPINION NO OF RESPONDENTS PERCENTAGE

Yes 30 60%
No 20 40%
TOTAL 50 100%

FIGURE 4.17

60%

40%

Yes No

INTERPRETATION:
From the above table 60% of respondent of yes, and 40% of respondent of No

INFERENCE:

The majority of the people 60% respondent as Yes

57
 HOW MUCHMILK YOU SELL IN A DAY ON AVERAGE

TABLE NO 4.18

AVERAGE SELL NO OF RESPONDENTS PERCENTAGE

Below 100 Lts. 16 32%
100-200 Lts. 15 30%
200-300 Lts. 11 22%
300 Lts and above 8 16%
TOTAL 50 100%
FIGURE 4.18

32%
30%

22%

16%

Below 100 Lts. 100-200 Lts. 200-300 Lts. 300 Lts and
above

INTERPRETATION:
From the above table 32% respondent are below 100 and ,30% respondent of between 100-
200lts,22% of respondent between 200-300lts, 16% of respondent between 300 lts and above

INFERENCE :

Themajority of the peoples of 32% respondent are below 100.

58
 WHICH PROBLEMS DO YOU FIND IN CREAMLINE DAIRY PRODUCTS

TABLE NO 4.19

PROBLEMS NO OF RESPONDENTS PERCENTAGE

Poor Packing 16 32%
Irregular supply 15 30%
Leakage the milk packet 11 22%
Credit facility not available. 8 16%
TOTAL 50 100%
FIGURE 4.19

32%
30%

22%

16%

Poor Packing Irregular supply Leakage the Credit facility

milk packet not available.

INTERPRETATION:
From the above table 32% of respondent of poor packing and 30% of respondent of irregular
supply and 22% of respondent leakage the milk packing and 16% of respondent are credit
facility not available .

INFERENCE:

The majority of the 32% of respondent of poor packing.

59
 DO YOU HAVE ANY LEAKAGE OF MILK PROBLEMS

TABLE NO 4.20

PARTICULAR NO OF RESPONDENTS PERCENTAGE

Always 16 32%
Quite Often 15 30%
Sometimes 11 22%
Never 8 16%
TOTAL 50 100%
FIGURE 4.20

32%
30%

22%

16%

Always Quite Often Sometimes Never

INTERPRETATION:
From the above table 32% of respondent of always ,and 30% of respondent of quite often and
22% of respondent of sometimes and 16% of respondent of never.

INFERENCE:

The majority of the 32% of respondent of always

60
 WHO PROVIDED THE STORAGE FACILITIES

TABLE NO 4.21

FACILITIES NO OF RESPONDENTS PERCENTAGE

Own 16 32%
milk union 15 30%
hiring 11 22%
Any other 8 16%

TOTAL 50 100%

FIGURE 4.21

32%
30%

22%

16%

own milk union hiring Any other

INTERPRETATION:

From the above table 32% of respondent are own and 30% respondent milk union and 22%

respondent are hiring and 16 respondent any other.

INFERENCE:

The majority of the 32% of respondent are own

61
 WHAT IS YOUR OPINION ABOUT THE SERVICE RENDERED BY MILK UNION

TABLE NO 4.22

SERVICE NO OF RESPONDENTS PERCENTAGE

Excellent 16 32%
Good 15 30%
Average 11 22%
Bad 8 16%
TOTAL 50 100%

FIGURE 4.22

32%
30%

22%

16%

Excellent Good Average Bad

INTERPRETATION:

From the above table 32% of respondent are excellent and 30% of respondent are good and 22%

respondent are average and 16% of respondent are bad.

INFERENCE:

The majority of the 32% of respondent are excellent

62
 WHAT ARE THE SALES PROMOTION AND DISTRIBUTION OFTEN GIVEN TO

YOU BY CREAMLINE

TABLE NO 4.23

PROMOTIONS NO OF RESPONDENTS PERCENTAGE

Commission/margin 15 30%
Gifts and Benefits 10 20%
Easy abilities 11 22%
Delivery 8 16%
Credit Facility 6 12%
TOTAL 50 100%
FIGURE 4.23

30%
25%
20%
15%
10%
5%
0%

INTERPRETATION :

From the above table 30% of respondent of commission margin and 20% of respondent of gifts

and benefits and 22% of respondent are easy abilities and 16% of respondent are delivery and

12% of respondent of credit facility.

INFERENCE:

The majority of the 30% of respondent of commission margin

63
 SUPPOSE CREAMLINE WANT TO COME OUT WITH A SALES PROMOTION
SCHEME FOR ITS MILK AND MILK PRODUCTS, WHICH OF THE
FOLLOWING WOULD ATTRACT YOU, THE MOST

TABLE NO 4.24
SCHEME NO OF RESPONDENTS PERCENTAGE
Quantity discount 15 30%
Price 14 28%
Gift Coupons 11 22%
Lucky draw. 10 20%
TOTAL 50 100%

FIGURE 4.24

30%
28%

22%
20%

Quantity Price Gift Coupons Lucky draw.

discount

INTERPRETATION:
From the above table 30% of respondent of quantity discount and 28% of respondent of price
and 22% of respondent of gift coupons and 20% of the respondent are lucky draw.
INFERENCE:
The majority of the 30% of respondent of quantity discount

64
 HOW DO YOU REACT WITH CUSTOMER'S COMPLAINTS RELATED TO
CREAMLINE DAIRY PRODUCTS

TABLE NO 4.25

COMPLAINTS NO OF RESPONDENTS PERCENTAGE

Refuse to take back 16 32%
To solve the complaints 15 30%
Consider the customer mistake 11 22%
To compensate in case of default 8 16%
TOTAL 50 100%

FIGURE 4.25

35%
30%
25%
20%
15%
10%
5%
0%
Refuse to take To solve the Consider the To compensate
back complaints customer in case of
mistake default

INTERPRETATION:
From the above table 32% of the respondent is refused to take back and 30% of respondent are to
solve the complaints and 22% of respondent consider the customer mistake and 16% of the
respondent to compensate in case of default.
INFERENCE:
The majority of the 32% of the respondent is refused to take back

65
 CHAPTER-V
SUMMARY OF FINDINGS
SUGGESTIONS&
RECOMMENDATION
CONCLUSION
 5.1 SUMMARY OFFINDINGS
 The Majority Of The Peoples 40% Respondent Below 30 Years Age.
 The Majority Of The People 40% Respondent Of Below 10th Pass Educational
Qualification
 The Majority Of The People 40% Respondent Of Employment Occupation
 The Majority Of The People 40% Respondent Of Monthly Income below 5k
 The Majority Of The People 60% Respondent As Yes Of Milk Product Available In
Market
 The Majority Peoples 40% Of Respondent For Paneer Yes The Varieties You Know
 The Majority Of The People 60% Respondent As Yes The Different Dairy Brands
Available In The Market
 The Majority Peoples 40% Of Respondent. Cream Line Dairy Products (Jersey), The
Brands You Are Aware Of
 The Majority Peoples 40% Of Respondent Word Of Mouth Aware Of The Brands
 The Majority Peoples 40% Of Respondent Cream Line Dairy Products (Jersey) Diary
Products Do You Sale
 The Majority 20 % Of Respondent Of Ghee - (Jersey), Amul , Mother Dairy, Heritage,
Model Dairy, Product Company Name
 The Majority Of The People 60% Respondent As Yes Good Commission On Creamline
Dairy Products
 The Majority Of The People 60% Respondent As Yes Creamline Dairy Products On
Demand Of Customers
 The Majority Of The People 60% Respondent As Yes Creamline Dairy Products
 The Majority 32%, Of Respondent Of Toned Milk Milk Your Consumer To Buy
 The Majority Of The 32% Respondent Quality Of Milk The Above Milk.
 The Majority Of The People 60% Respondent As Yes The Present Brand Of Milk
You Are Selling
 The Majority Of The Peoples Of 32% Respondent Are Below 100. Milk You Sell In A
Day

66
 The Majority Of The 32% Of Respondent Of Poor Packing. Find In Cream line Dairy
Products
 The Majority Of The 32% Of Respondent Of Always Leakage Of Milk Problems
 The Majority Of The 32% Of Respondent Are Own Provided The Storage Facilities
 The Majority Of The 32% Of Respondent Are Excellent Service Rendered By Milk
Union
 The Majority Of The 30% Of Respondent Of Commission Margin The Sales Promotion
And Distribution
 The Majority Of The 30% Of Respondent Of Quantity Discount Would Attract You,
The Most.
 The Majority Of The 32% Of The Respondent Is Refused To Take Back Cream line
Dairy Products

67
 5.2 SUGGESTIONS& RECOMMENDATION
 The company is not concentrating on other types of advertising media.

 The package design should be communicative and eye catching, so package design and
color have to blend harmoniously to make the package communication effective.
 Network (Market) should be expanding to rural villages.

 Reduce the rates to increase the market share.

 The company should conduct road shows so as to get awareness in the public about the
product and services.
 Improve the marketing personnel and they should give full knowledge to the customers
and retailers.
 The offers should be fairer and should also necessary to bring new models with
fascinating offers.
 It will help full in Increasing of Sales if The Cream line Dairy (Jersey) Products brings
cards for the different groups of people such as, Students, Employees, Girls etc.,

68
 5.3 CONCLUSION

Creamline will be an outstanding marketing organization with specialization in marketing of

food & dairy products, both fresh &long life with customer focus and information technology

integration. It has been satisfying the customers on large scale which ensures its success in the

future.

All the elements of the marketing mix influence each other they make up the business plan for a

company and handled right, can give its great success. But handled wrong and the business could

take years to recover. The marketing mix needs lot of understanding, market research and

consultation with several people, from users to trade to manufacturing and several others.The

4p‟s mix dimensions permit the company to expand its business in 4 ways. It can add new

product lines, thus widening its product mix.

From the survey it was found that awareness level among the customers in high. The consumer

buying of cream line because of its brand name and better taste.The advertisement highlights the

brand name, cream line jersey rather than a single product. It beautifully captures the nature and

connects the brand with its consumer life successfully depicting cream line jersey “Be Healthy,

Have Fun…”.

69
 ANNEXURE

QUESTIONNAIRE

1. Age wise respondent

(a) Below 30 years (b) 31-40 years (c) 41-50 years (d) Above 50 years

2.Educational Qualification wise respondent

(a)Below 10th Pass (b)10+2 (c)Graduate (d)Post Graduate (e)Any other

3.Occupation wise respondent

(a)Employment

(b)Business

(c)professional

(d)Any other4

4.Monthly Income wise respondent

(a)Below Rs. 5000

(b) Rs. 5000-Rs. 10,000

(b)Rs. 10,000 -Rs. 15,000

(d) Rs. 15,000 and above

5. Are you aware of the different types of milk product available in market

(a) Yes

(b) No

6. What are the varieties you know

(a) Paneer

70
(b) Milk

(c) Ghee

(d) Shrikhand

7.Are you aware of the different Dairy brands available in the market

(a) Yes

(b) No

8.What are the Brands you are aware of

(a) Cream line Dairy Products (Jersey)

(b) Amul

(c) Mother Dairy

(d) Heritage

(e) Model Dairy

9.How do you aware of the brands

(a) Word of Mouth

(b) Advertisement

(c) Company Sales Persons

(d) Agents

(e) Any other

10.Which Diary products do you sell

(a) Creamline Dairy Products (Jersey)

(b) Amul

71
(c) Mother Dairy

(d) Heritage

(e) Model Dairy

11.Which product you sell mostly in creamline dairy products (jersey)

(a)Ghee

(b)Panneer

(c)Butter

(d)Dhi

(e)Shrikhand

(f)Cheese

(g)Lassi

(h)Chach

(i)Flavour Milk

12.Do you receive good commission on Creamline Dairy Products

(a) Yes

(b) No

13.Do you sell Creamline Dairy products on demand of customers

(a) Yes

(b) No

14.Does Creamline Dairy Products make you reach supply at the right time

(a) Yes

72
(b) No

15.Which type of milk your consumer buymostly

(a) Tonned milk

(b) Double tonned milk

(c) Whole Milk

(d) Skimmed Milk

(e) Standard milk

16.In your point of view the reasons for the customer preferring the creamline milk.

(a) Quality of Milk

(b) Price

(c) Easy Availability

(d) Any other

17.Are your customer satisfied with the present brand of milk you are Selling

(a) Yes

(b) No

18.How Much milk you sell in a day on average

(a) Below 100 Lts.

(b) 100-200 Lts.

(c) 200-300 Lts.

(d) 300 Lts and above

73
19.Which problems do you find in Creamline dairy products

(a) Poor Packing

(b) Irregular supply

(c) Leakage the milk packet

(d) Credit facility not available.

20.Do you have any leakage of milk problems

(a) Always

(b) Quite Often

(c) Sometimes

(d) Never

21.who provided the storage facilities

(a) own

(b) milk union

(c) hiring

(d) Any other

22.What is your opinion about the service rendered by milk union

(a) Excellent

(b) Good

(c) Average

74
(d) Bad

23.What are the sales promotion and distribution often given to you by Jersey

(a) Commission/margin

(b) Gifts and Benefits

(c) Easy abilities

(d)Delivery

(e) Credit Facility

24.Suppose Creamline (Jersey) want to come out with a sales promotion scheme for
its milk and milk products, which of the following would attract you, the most.

(a) Quantity discount

(b) Price

(c) Gift Coupons

(d) Lucky draw.

25.How do you react with customer's complaints related to Cream line dairy products

(a) Refuse to take back

(b) To solve the complaints

(c) Consider the customer mistake

(d) To compensate in case of default

75
 BIBLIOGRAPHY
S.No. AUTHOR NAME REFERED BOOKS
1. PHILLIP KOTLER Principles of Marketing – 11th Edition
Prentice Hall India.

2. V.S.RAMASWAMY&Marketing Management -7th Edition

NAMAKUMARI Millennium India Ltd.

3. RICHARD R STILL Sales Management -5th Edition

Prentice Hall India.

4. G.C.BERIMarketing Research -6th Edition

Tata McGraw Hill Co.Ltd.

5. LUCK DAVID &Marketing Research -7th Edition

ROBIN RONALD Prentice Hall India.

WEBSITES
www.google.com
www.creamlinedairy.com
www.retailindia.com
www.customersopt.org

76