A RESEARCH PROJECT REPORT

On
“MARKETING PROJECT REPORT ON ‘MARKET
POTENTIAL OF ANANDA MILK IN DELHI NCR”

Submitted towards Partial Fulfillment of

BACHELOR OF BUSINESS ADMINISTRATION
(AFFILIATED TO C.C.S. UNIVERSITY, MEERUT)
(2017-2020)
Under the Guidance of : Submitted by:
Mr. ANJAN DEEPANSHU SINGH
Assistant Professor BBA-VI SEM
BBA, Department ROLL NO.1703491393

VIDYA INSTITUTE OF CREATIVE TEACHING, MEERUT

[AFFILIATED TO CCS UNIVERSITY, MEERUT]
Vidya Knowledge Park ,Baghpat Raod Meerut - 250002

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 DECLARATION

I am DEEPANSHU SINGH hereby declare that the project titled “MARKETING

PROJECT REPORT ON ‘MARKET POTENTIAL OF ANANDA MILK IN

DELHI NCR” is my own work and efforts which is completed under the supervision

of Faculty Mentor Mr. ANJAN, Asst. Professor of BBA Department VICT,

Meerut .

The project report has been submitted to CCS, University, Meerut for the purpose

of the compliance of any requirement of any examination or any degree earlier.

Date : Signature

Place:

4
 CERTIFICATE

This is to certify that Project Report entitled “MARKETING PROJECT REPORT ON

‘MARKET POTENTIAL OF ANANDA MILK IN DELHI NCR , which is submitted by

DEEPANSHU SINGH in partial fulfillment of the requirement for the award Bachelor of Business

Administration BBA at VIDYA INSTITUTE OF CREATIVE TEACHING record of the

candidate own work carried out by him under my supervision.

Signature

Faculty name of : MR. ANJAN

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 ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for
ANANDA“GOPALJEE DAIRY FOODS PVT. LTD.’’. It has been an enriching
experience for me to undergo my summer training at ANANDA, Which would not have
possible without the goodwill and support of the people arround. As a student of J. P.
SCHOOL OF BUSINESS I would like to express my sincere thanks to all those who
helped me during my practical training programme.

Words are insufficient to express my gratitude towards Mr. Chandan Kumar Thakur, the
SO( Sales officer) of ANANDA, Noida, I would like to give my heartily thanks to Mr.
Shailesh Pathak(DGM ), who permitted me to get training at ANANDA. I am very
thankful to Mr. Vijay Thripathi, who helped me at every step whenever needed.

At last but not least my grateful thanks is also extended to Guide Mr. ANJAN, Asst.

Professor of BBA Department VICT, Meerut and my thanks to all my faculty members for

the proper guidance and assistance extended by them. I am also grateful to my parents, friend

to encourage & giving me moral support.

However, I accept the sole responsibility for any possible error of omission and would be
extremely grateful to the readers of this project reportif they bringsuch mistakes to my
notice.

Under The Guidance of : Submitted by:

Mr. ANJAN DEEPANSHU SINGH
Assistant Professor BBA-VI SEM

4
BBA, Department ROLL NO.1703491393

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 LIST OF CONTENT
S.No. Topic

Chapter 1. Introduction -

 Company Profile

Chapter 2. Objectives

Chapter 3. Research Methodology

 Data Collection

 Sample Size

 Statistical Tools

Chapter 4. Data Analysis

Chapter 5. Findings

Chapter 6. Recommendations

Chapter 7. Conclusion

Questionnaire

Bibliography

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 EXECUTIVE SUMMARY

The main objective of summer training was given by the Management of

ANANDA. The objective was “MARKET POTENTIAL OF ANANDA MILK IN

DELHI NCR”.

I started my summer training on 15 of August. And during summer training I

had to report at the orgaization at sharp 6:00 am and was asked to work till 3:00
pm. First 15 days I spent on various marketing activities like I had visited in
reporting near about 40 retail shops to know there view & market potaintial
towards ANANDA Milk.

And also collects detail about the competitors there offers & profit margin.

After that next few days I reported……………………

And then at last I worked with questionnaire a sample size of …….

Respondents was taken for the study whose responses were studied and
interpreted. The sampling design was used convenience sampling. The process
of analysis was done through excel work sheets, frequency table, percentage
analysis etc.

During the preparation of questionnaire I faced difficulties regarding the

selection of questions and in collection of the data I found some difficulties like
the customers had no time to give.

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 PREFACE

Today the business environment is rapidly changing in this

competitive environment the popular trend is also striving for maintaining
its positions therefore it.

Become essential for the companies that they should know about their
preference & taste.

Regarding a particular product it is of almost necessary to know

the consumers satisfaction to the value offered by the company in case of
dissatisfactory result it is essential to ascertain whether the dissatisfaction is for
entire product or part of it is and what value do the consumers expect from it?

The research will provide the relevant information to the

organization about market potential’s towards there products & services.

The research work is sincere effort to find out the ultimate

requirement of consumers for the betterment of research as well as the
organization.

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9
10
Defining Market Potential:-
This paper describes a methodology for estimating the market potential for
computers and other information technologies. Market potential analysis is
not
market forecasting, although forecasting when the potential of a market
might be
realized can be part of the analysis. At base, market potential analysis sizes
markets based upon a sequential and increasingly refined process from
global or
regional to national markets and business, consumer and other segments
within
national markets.
Market potential analysis is a strategic tool to identify market
opportunities and invest resources where they will have the greatest return
in the
long run. Market potential analysis can help to target markets with high
growth
potential in the future. Market potential analysis enables companies to:
• Categorize countries as lead markets, break-out markets or emerging
markets.
• Quantify market potential for a given product by country, region or
globally, now and in the future.
• Identify growth drivers and barriers in those markets.
• Understand how to exploit growth markets by tailoring marketing, product
development and production strategies to meet customer demands and
overcome market barriers.

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We support central govt. initiative

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INTRODUCTION

13
AN INTRODUCTION

Currently the group turnover stands in excess oh INR 800 crores,

and our products reach homes across Delhi and NCR, UP, Haryana Parts of

Rajasthan and entire Uttrakhand. The Company is growing consistently at the

rate of 20% whereas the industry growth rate is 10%. The group sees itself

growing manifold by generating a turnover if INR 3230 crores by 2020.

More than 26 years of success: Gopaljee story began in 1989 RSD ( Gopaljee)

Group, Gopaljee Dairy Foods, a leading dairy products brand in India. We

focus on building leadership positions in branded and value added markets

across the dairy sector. At RSD Group (Gopaljee), our philosophy is serving the

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needs of the consumers by providing them directly from the FARM to HOME

products.

Incorporated in the year 1989,the company is growing at a fast pace with a

turnover of 500 crore and has s consistent growth of 20%. Gopaljee Dairy

Foods is ISO 2000:2005 certified and follows Food and Safety Manual

(HACCP).

We have been seving millions of consumers in India with the purity and

freshness of Gopaljee Dairy Products. Gopaljee Dairy Products have made a

laudable impact in the Indian market and have strong brand presence in Delhi

and NCR, Uttar Pradesh, Haryana and Uttrakhand.

The milk is procured through milk collection centers situated at Siyana,

Gajraula and Pilkuah from 1.5 lakh farmers across 1500 villages. The quantity

of milk Dairy Industry with more than 26 years experience in different

capacities. He firmly believes that “ value for money” is not just about low

prices – it means offering the best quality products at the most reasonable price.

At present Gopaljee RSD Group consists of the following companies:

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 1. Gopaljee Dairy Foods PVT. LTD (Manufacturing & Sales)

2. Gopaljee Agro Products Pvt. Ltd (Retails Segment)

3. Dairy India Pvt. Ltd. (Manufacturing & Sales)

4. Libra Crafts Pvt. Ltd. (Real Estate Business)

5. MDS Infra Projects Pvt. Ltd. (Real Estate Business)

6. Killa Financial Pvt. Ltd. (NBFC).

Gopaljee RSD GROUP- An Overview

Year of Establishment 1989

No. of village societies 2400 Plus

No. of Chilling Centers 25

No. of Farmers 1.25 Lakh Plus

Total Milk Handling Capacity Per Day 10 Lakh Liters Per Day

Milk Collection (Daily Average/ Day) 6 Lakh Liters Per Day

Sales Turnover Rs. 500 Crores

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More Than 26 Years Of Success
Gopaljee story began in 1989 RSD (Gopajee) Group, Gopaljee Dairy Foods, a

leading dairy products brand in India is instrumental in providing dairy

products ar par with international standards. We focous on building leadership

positions in branded and value added markets across the dairy sector. We at

RSD group follow

RSD Group

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 Our Three Successful Brands

Healthier , Tastier and Much More GOPALJEE ANANDA is one of the leading
RSD group brands for milk, milk powder, dhai ,ghee, paneer, flavoured milk,
lassi, chaach ,butter and sweets.

Nourishing India, Nourishing Life G+ is one of the leading brand of retail chain
for dairy products in India.

Good Milk, Good Health Dairy India is one of the preferred Indian brands within
dairy products.

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Products Of Gopaljee Ananda

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 HISTORY
Ananda Group's corporate vision of helping farmers and consumers
- shows how clearly our business understands new generation’s consumers and
their lives. But the spirit of this mission has a thread that runs throughout our
historical timelines. In a history that now crosses more than three decades,
Ananda Group's success has been influenced by the major events of the day -
economic boom, changing consumer lifestyles and advances in milk production
technology.
Over the years we've launched an ever-growing range of initiatives to source
sustainable supplies of fresh, pure and nutritious products ‘directly from farm’ -
a sentiment close to Ananda Group's heart.

Beginning of "Ananda" and Birth Date of Siyana Factory

15.Nov.1989
Birth Date of "Ananda" Brand
26.Mar.1996
Birth Date of "Ananda Group" and Incorporation of Ananda Agro Retail Business
08.Jul.2003
Incorporation Date of Ananda Dairy Foods Pvt.Ltd
27.Jul.2004
Achieved 100 Cr Turnover
FY 2007-2008
Birth of "Dairy India" Brand and Takeover of Dairy India P. Ltd
24.Jun.2008

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Achieved 200 Cr Turnover
FY 2009-2010
Achieved 300 Cr Turnover
FY 2011-2012
Transformation of "Gopaljee" to "Ananda"
29.Mar.2012
Launch Ananda Express PaneerSalesforce in Delhi/NCR
01.Jun.2012
Birth of "G+" Brand, especially for Retail Business
10.Sep.2012
Launch of Product "T20", especially for Tea segment
20.Sep.2012
Launch Ananda Express in Lucknow City
02.Oct.2014
Achieved 700 Cr Turnover
FY 2013-2014
Launch of Ananda T-20 Tea
01.Jan.2015

GROUP COMPANIES

Ananda is promoted by Mr. Radhe Syham Dixit, a veteran in

the Indian Dairy Industry with more than 24 years experience in different
capacities. He has a deep insight on corporate matters and is responsible for the
creation and the success of Ananda Brand and under his foresight the Brand

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has grown from strength to strength. Mr. R S Dixit provides visionary
leadership to the professionals manning the company to ward off intense
competition cutting the industry and to maintain respectable position in its area
of operation.

He believes that the greatest assets of this country are the farmers (incidentally
Mr. Dixit himself belongs to a farmer family and grew up facing varsities in
life) and he has dedicated his life to the task of harnessing the power of the milk
farmers in a manner which promote their larger interests. Mr Dixit has
immense understanding of how brands work, the importance of building brands,
the focus on quality, value for money and customer centricity as a bedrock of
all. He is constantly driven to work hard to provide range of superior products,
consumed by every age group, and a favorite in every part of our diverse land.
He firmly believes that “value for money” is not just about low prices – it
means offering the best quality products at the most reasonable price.

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FUNDAMENTALLY A FARMER BASED ORGANIZATION – OFFERING THE RURAL
PRODUCERS A STRONG PLATFORM FOR PROFITABLE DISPOSAL OF THEIR
PRODUCE.

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24
 Radhey Shyam Dixit - Chairman’s Message

“Man cannot discover new oceans, unless to lose sight of the shore”
-Andre Gide

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I would like to share some good news – RSD Group has recently been honoured
with ‘Make in India’ and ‘Make in UP’ awards at two separate ceremonies. We
are proud of his achievement. We are happy that we are contributing towards
‘Make in India’. Our brand has also been chosen by Consumer & Industry in
Food and Beverage – Dairy Category as The World’s Greatest Brand (Asia &
GCC). The award process reviewed by Price Waterhouse Cooper and the
presentation happened in Dubai (UAE).

India is changing rapidly, and so are its needs. The change is good. We see the
transformation around us as promising opportunity to create a new dynamism.
We are implementing our strategy to make our business independent profit
centres and will continue to build aa strong organization for the future.

Involved in dairy products manufacturing, agricultural inputs and technology,

our Group has succeded in making diversity its strength. This diversity and our
group’s entrepreneurial spirit has led to its sustained success over the years.
Since our foundation in 1989, the Group’s business has grown manifolds. Over
years we have diversified into dairy, dairy allied products, snacks,, drinks and
many new products.

More innovation are planned for the coming year as our new plant at Pilakhuwa
will begin production soon. Today, we are rearing to do more, do better and
emerge stronger.

We have to be prepared to create a new energy and better organization with

even better systems, improved technology, passionate teams and ambitious
targets. We hope you will contribute abundantly towards the same as our
journey continues…

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Once again, I wish you and your family a happy, healthy and successful yearly.

Best wishes

R. S. Dixit

Chairman and Managing Director

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MAIN BUSINESS

Gopaljee Ananda is mainly into the business of marketing, transporting and

distributing the milk and milk products manufactured by its owners. Besides

creating urban employment in dairy plants, marketing , transporting and

distribution, it has helped to provide farmers with a sustainable rural

employment program. Gopaljee Ananda has always tried to be a step ahead of

the market. It has always been a model to which other cooperatives have

looked up as an example and inspiration as well as one from which many have

benefited. Gopaljee Ananda was major organization in India to have a website.

This site has been used both to develop an internet of Gopaljee Ananda

distributors as well as a cyber- store for consumers, this activity is e-

commerce activity in India.

1. Company Vision:-

We aim to positively contribute in building a healthy and happy nation

by providing customer’s with international quality and natural and

nutritious dairy & foods products at affordable price, through advanced

process & enabling human culture.

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2. Company mission:-

Achieving growth and continual improvement through breakthrough

innovation, teamwork, trust & excellence without compromising on

Quality, Honesty & Integrity. Also to generate a mentor relationship with

milk producer the group would ensure livelihood, provide technical

assistance & other inputs thus making them cost efficient. RSD group

will also strive to achieve highest sale in the market of operation and

establish own retail network to directly touch lives of consumers with

range of new products , apart from the regular dairy products.

By 2020, group strives to achieve:

Turnover - 3230 cr.

Sale - 8 lac liters/day

Farmer network - 250,000 farmers

COCO - 1500 Shops

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 Our Mission –IT

To Support- Digital India Campaign

To convert RSD Group in to “Digital Ananda” and dissemination of new

technological intervention in all operational process of the organization.

For our people- an environment where individuals can constantly learn, grow

and prosper. For our business partners - Gopaljee Ananda is the best and

better choice for their products.

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Values

 Customer Orientation

 Commitment to producers

 Excellence

 Give customers a good, fair deal. Great customer relationships take

time. Do not try to maximize short term profits at the expenses of the

building those enduring relationships.

 Always look for ways to make it easier to do business with us.

 Communicate daily with your customers. If they are talking to you, the

can’t be talking to a competitor.

 Operations should be fast and simple.

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 Gopaljee A nan da’ s Secr et Of Succ ess

The system succeeded mainly because it provides an assured market at

remunerative prices for producers’ milk besides acting as a channel to

market the production enhancement package. What’s more, it does not

disturb the agro-system of the farmers. It also enables the consumer an

access to high quality milk and milk products. Contrary to the traditional

system, when the profit of the business was cornered by the

middlemen, the system ensured that the profit goes to the participants

for their socio- economic upliftment and common good.

Quality Policy

To produce, package and supply superior quality products and services

through our quality control, innovations, ultra-modern technology ,

retail network and continuous improvement of quality systems in all

operations.

At no given point is the produce touched by hand.

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Quality checks begin at the farm itself and continue right unit the packet is
opened at home.

From Farm To Home

We committed to provide customer with fresh, pure and nutritious

products directly from farm and carefully packed and untouched by hand.

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Provide Different Type of Products

RSD Group products portfolio spread through a range of milk and food

products like fresh milk, milk powders, milk drinks, curd, pure ghee, panner,

rabri, yo milk, family milk, flavoured lassi and sweets.

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• Milk • Milk • Milk
• FCM • FCM • FCM
• Toned • Toned • Toned
• DT • Curd • DT
• Skimmed • Ghee • Curd
 • Standard • Paneer • Chhach
• T-20 • SMP • Plain
• Cow Milk • Boondi • Masala
• Curd • Biscuits • Ghee
• Chhach • Sweets • Paneer
• Plain • Dhoda • Flavored Milk
• Masala • Burfi • SMP
• Ghee • GulabJamun • Butter
• Paneer • SoanPapdi
• Lassi • Ladoo
• Strawberry • Peda
• Mango
• Rose
• Flavored Milk
• SMP

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Turnover
 Gopaljee Dairy Foods Pvt. Ltd. (647.94 Cr.)
 Dairy India Pvt. Ltd. (170.67 Cr.)
 Gopaljee Agro Products Pvt. Ltd. (44.34 Cr.)
*Turnover Of 2014-15.

Total Group Turnover (2014-15) :862.95 Cr.

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 Awards & Accolades

BEST DAIRY PRODUCT AWARD

Awarded by Honorable Shri. Shripad Yesso Naik (Minister of State for

AYUSH, Govt. of India) & Yog Guru Padma Shri Dr. Bharat Bhushan

Dated:- 22 December 2015, New Delhi

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 The World’s Greatest Brand Award – 2015
RS International a part of UWG – United World Group Holdings LLC. Rewarded Honorable
CMD Sir - Sh. R.S Dixit with most Prestigious Awards for Brand ‘ANANDA -‘The World’s
Greatest Brand Award – 2015’. ANANDA’ was selected amongst 16 Industries and 62
sub-categories from 12 countries.

A great company is driven by a great leader. Our SMD Shri. R S Dixit was awarded ‘ The
World’s Greatest Leader Award – 2015’.

The award process was reviewed by Price Waterhouse Cooper. Awards were presented on
Dec 12, 2015 by Dr. Essa Bastaki (President of University of Dubai & CEO of ICT fund) at
Dubai, UAE

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 RSD Group has recently been honoured with several awards. We are proud of these
achievements and happy that we are contributing towards Prime Minister’s vision of
‘Make in India’

Make In UP- Award for Excellence

Award was awarded by Central Minister Sh. Kalraj Mishra & Honorable Chief
Minister of Uttar Pradesh Mr. Akhilesh Yadav Ji,
Dated:- 10 October 2015 Lucknow, Uttar Pradesh

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 Make In India- Award of Excellence

Award was Awarded by Honorable Central Minister Shri. Kalraj Mishra &
Great Hockey Player Shri. Dhanraj Pillai
Dated:- 18 August 2015 Gandhinagar, Gujarat

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 First Prize at IITF Fair 2015
(Largest Integrated Trade Event in India)

Prestigious Awards in 2 categories Best Presenter of Make In India & Most

Visited Stall
Award was awarded by Smt. Neena Sharma (IAS), Commissioner & Director
Industries, Industries Department (UP)
Dated:- 27 November 2015, New Delhi

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LITERATURE
REVIEW

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 Research Objectives
 Research Design
 Research Duration
 Sampling Design
 Size Of Sample
 Data Collection Method
 Data Analysis Method
 Area Of Survey
 Sample Unit

A well- chosen channel is necessary because it constitutes a significant

competitive advantages, ad it is designed to save costs, improve and
increase efficiency, provide regular transaction, provide a larger customer
base and allow businesses to focus on other aspects of the organization.
Designing a good distribution channel is fundamental to good marketing
within the distribution channel is the ability to use intermediaries to
strategically market a product or service.
Perhaps the best-known type of retailers is the department store. Retail-
store types pass through stages of growth and decline that can be
described as the retail life cycle. A type emerges, enjoys a period of
acceleration growth, reaches maturity, and then declines. Older retail
forms took many years to reach maturity; newer reach maturity, whereas

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 warehouse retail outlets reached maturity in 10 years. The most important
retail store type are:
 Specialty store: narrow product line with a deep assortment.
 Department store : several product lines with each line operated
as a separate department managed by specialist buyers.
 Supermarket : relatively large, low-margin, high volume, self
service operation designed to serve total needs for food and
household products.

Distribution tends to be one of the most immutable of the marketing mix

decisions, but a number of external factors have led to an increase in its
importance, namely, pressures on competitive advantage, the increased power
of distributor, pressure to reduce distribution costs, a new stress growth , and
new technological developments.

Retailers can position themselves as offering one of the four levels of services:
1. Self services
2. Self selection
3. Limited services
4. Full services
5. Corporate retailing

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 Objective And Scope Of The Study
Field Job

In the first day of SIP my industry guide have given the product GOPALJEE

ANANDA and given the location Delhi NCR, of my field job. He has also given

me the address of the distributor point in Delhi NCR (muradnagar ). He has

provide the rate list of the products and explain of distributor and retailer

margin and about the offers and new launch of some products in same

segment and also about the offers given by GOPALJEE ANANDA to the

retailers.

In my whole term of my internship programme besides concentrating on the

study of alternative channels to promote GOPALJEE ANANDA’s whole

products. I had also been assigned to promote the brand awareness for the

GOPALJEE ANANDA flavoured lassi. This job helped me a lot in learning the

thinking and deciding process which a retailer does and to persuade him to

trust the performance of the products. I came across with few findings about

the product which I would like to share for the benefits of the products in

future.

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 The first thing which acts as a bridge between the product and the

retailers is the margin provide the company. As there are other local

brands products available in the market with more margins to offered

by us as a result of this retailer hesitate at a first go to keep the products

into their shelf.

 The concepts of products as targeted by the company which will act as

an replacement of soft drinks is very far away because this is a new

concepts in market and unless & until the company take initiative to

spread awareness to the consumers about the benefit and plus point of

the products will always be on back sit.

 There is only one way to spread awareness to the consumer is through

advertisement either by print media or electronic media, and this is sure

for that once the consumer get aware and shows interest in this

products ( as this product has the capability to be the market leader as

there are still no major company except one or two who act as a threat)

the demand will definitely rise, which will compel the retailers to place

order for flavoured lassi and other products.

 Another thing which comes in front of me during my SIP period which is

very shocking to see is the duration of time for the delivery of the order

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 from the distributor to the retailers, in my very short span of period I

came across with many complaints from the retailers stating that they

had placed their order but the consignment has not delivered or it took

time of approx 2-3 hour to get the delivery. This may act against the

company and its product and retailers may lose interest from the

product.

Objective Of The Study

The study was done primarily with the following objective in mind.

 To study consumers perception for different products of Gopaljee Dairy

Food Pvt. Ltd.

 To know why people buy Gopaljee Dairy Food Pvt. Ltd and why some
people prefer other company.
 To study the features of different products of Gopaljee Dairy Food Pvt.
Ltd that give good idea of various products.
 To understand the competitive environment in which the company is
operating and is desired to meet customer need and satisfaction.

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To provide useful information to the company about the product features of
various competing companies.

Primary objectives:

 To evaluate the perception of alternative channels towards GOPALJEE

ANANDA products.
 To find the underlying factors of alternative channel perception towards
GOPALJEE ANANDA products.

Secondary objectives:

 To analysis the retailers perception about yo milk, family milk and

flavoured lassi.
 To find out the competitive edge of the company over the competitors.
 To analysis the market size of GOPALJEE ANANDA Flavoured lassi and yo
milk.
 To study the retailer preference about different companies.
 To study distribution channel.

SC OP E O F T H E S T UD Y

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Gopaljee dairy Pvt. Ltd is spreading its wings and widening its business
horizon to reach and serve customers at new centers in the year ahead. The
company services are backed by a highly motivated and technology driven
team to achieve customers need, product expertise and geographic reach.
The study is oriented towards the concept of different brands offered by
MOTHER DAIRY and its competitors to its customers. The company has
endeavored to move fast in providing market solution, which maximize
customer needs and convenience, using multiple delivery channels in
composing the agency network, service centers, lower service cost and
increased efficiency.

Market Potential

Why Organizations Focus on Customer Satisfaction?

Ans. Because to analyzing the market potential. So there are some facts on

customer satisfaction

Businesses monitor customer satisfaction in order to determine how to

increase their customer base, customer loyalty, revenue, profits, market share

and survival. Although greater profit is the primary driver, exemplary

businesses focus on the customer and his/her experience with the

organization. They work to make their customers happy and see customer

satisfaction as the key to survival and profit. Customer satisfaction in turn

49
hinges on the quality and effects of their experiences and the goods or services

they receive.

Customer satisfaction

A company should always try to keep every customer happy. It is not enough

getting the offered product right, there is so much more to customer

satisfaction than the actual core product. Loyal customers that keep coming

back bring a lot of revenue to a company with their repeat business. Even if

you market your company in a way that a lot of new people come to check the

business out and spend some money, a lot of work still needs to be put down

on the customer service etc to make the customers keep coming back.

A satisfied customer is either a customer that gets what he expected or that

gets his expectations exceeded. The more customers a company can send

away positively amazed the better. Customers that get their expectations

exceeded are usually happy spreading the word about what great service they

have received.

This also works the other way around, if a customer leaves unhappy, he will

not hesitate to voice his negative opinion and this might scare off possible

future customers.

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Sometimes however it can be enough to keep customers within the zone of

tolerance. The zone of tolerance means that the customer gets good enough

service to be fairly satisfied. The zone of tolerance lies between what kind of

service the customer actually wants and what he is willing to accept. When a

customer is within the zone of tolerance he rarely goes out deliberately

searching for a new service provider. However, if a customer like this stumbles

upon a better offer, he might not be so faithful.

Measuring customer satisfaction

A company should always try to keep up with what is going on with their

customers and in order to do that, research must be done every now and then.

It is easy for a company to assume they know what their customers want, but

what the customer wants and what the company thinks that the customers

want can be very different at times. Measuring customer satisfaction can help

make great improvements in the company. It is good to try to find out both

current needs and future needs as these always keep changing.

A company should always remember not to make too big promises. It is always

better to under market a bit in order not to fail the customer and to have a

51
great chance to create an actual wow-experience for the customer, instead of

making empty promises.

Different methods of doing a customer satisfaction research

There are many ways to measure customer satisfaction. You can study

customer satisfaction by gathering either secondary or primary data.

Secondary data is information that you can get from e.g. libraries or the

government. A company can also have secondary data themselves if they have

kept some information about their customers or they have made some

previous studies. Primary data is a lot more time-consuming as it is done by

collecting new information about a certain field through e.g. conducting

interviews, making people fill out questionnaires or through making

observations. To best measure customer satisfaction it is good to have both

secondary and primary data. When collecting primary data there are two

different techniques that can be used.

Primary data can be collected by either doing qualitative or quantitative

research.

52
When doing qualitative research you do not study a large number of

customers, instead you concentrate on getting as much information as

possible from a smaller 16number of customers. In-depth interviews face to

face or by telephone can be used for qualitative research. It is good to have

some kind of a structure of what to ask the customer, but here you also have

the chance to react to the answers and ask the customer to elaborate on his

comments, leading into more insight.

When quantitative research is being carried out it is good to follow at least

50people in order to get a reliable and realistic result. This kind of research is

usually done with the help of a questionnaire that can be left to fill out at a

restaurant for example, it can be mailed or e-mailed to customers, you can

phone customers and interview them or you can walk up to people asking

them the questions and ticking their answers.

Designing a questionnaire

When designing a questionnaire there are many things to keep in mind. If a

questionnaire is too long, too complicated or too boring, the customer might

53
just fill it out without even thinking to get it over and done with. If a question

is too long and complicated it might be misunderstood and therefore

answered incorrectly. The questions should be easy to follow and in a logical

order. A questionnaire should always start with the simplest questions for an

easy start.

Some questions might also be a bit sensitive for some people and extra-

attention should be paid to the forming of these questions so that the

respondent does not feel the need to lie just to avoid feeling embarrassed. A

poorly done questionnaire can end up just giving wrong information instead of

helping the company.

A questionnaire should not be too long, but sometimes asking two or three

questions instead of one is better. This is in the case of a complicated or

ambiguous question. Confusing the respondents should be avoided as much as

possible. A questionnaire should also be done in a way that it does not lead

the respondents to give a certain answer. Routing, meaning that depending on

an answer you move on to another segment, should be used carefully in

17questionnaires as they can easily be confusing.

54
Questions can either be open or closed and both types can be used in the

same questionnaire. An open question gives the respondent the chance to

answer in his own words and a questionnaire like this reminds a bit of a

conversation. This method can bring more details, but open questions require

more effort from the respondent and can risk being poorly answered or end

up simply not answered at all. Open questions should preferably be placed at

the end of the questionnaire if there is a use of both open and closed

questions. This helps the customer to first warm-up a bit to the subject before

moving on to trickier questions.

Questions that can only be answered “yes”, “no‟ or “I don’t know‟ are

closed questions. Closed questions are also the kind that has ready-made

suggestions and where you simply tick the right answer. Usually you can only

tick one answer, but there are also questions where you can choose several

options. This has to be clearly indicated in the questionnaire. These are the

kind of questions that could not start a real conversation. Closed questions

have the advantage of being fairly easy to analyze. (Brace, 2008, 40)

Paper-questionnaires can sometimes have an advantage because of the lack of

interviewer. It is easier to be honest with sensitive questions when there is not

55
a person in front of you and the questionnaire is anonymous. A written

questionnaire also gives the respondent the chance to take his time thinking

about the answers and filling out open-ended questions. There is also the

possibility to add pictures if this suit the questionnaire. Disadvantages of a

paper-questionnaire might in some cases be that the respondent can read

through it before responding and that the respondent has too much time to

think about the answers if the questionnaire is actually looking for attitudes

and first thoughts. Whether to include an “I don’t know” option or not in

closed questions should be carefully considered. It makes the option an

acceptable alternative and many people might end up ticking this alternative

as it is the easiest. However, it might be needed at least in some questions,

because the respondent might not actually know the 18answer or at all be

familiar with what is asked. If this option is not offered the question might be

left blank by many respondents.

The layout of a questionnaire should be neat. It should be written in a font

that is easy to read and the paper should never be too crammed as it makes

the questionnaire hard to follow. One should avoid too long questionnaires,

but using more papers instead of cramming it all onto one page usually gives a

better response rate. The questionnaire should include a presentation or a

56
cover letter of who is doing the research and why if the respondents are made

to answer it without an interviewer. If an interviewer is present, he should

explain the aim of the research. This helps give a sense of purpose to the

respondents and can help motivate them. A questionnaire should always also

include a thank you to the respondents!

It is interesting how small details can influence the outcome of a research. If

you ask a question like “How do you feel about the food offered on our lunch

menu?” and then provide options from excellent to extremely poor or from

extremely poor to excellent, this will influence the answers. One could think

that it is the same question and the same answers, but people for some reason

tend to tick some of the first alternatives, meaning that if you start with the

positive, you will get a more positive outcome and vice versa!

Once you have the results of a study they need to be analyzed carefully. A well

done questionnaire research can give a lot of insight to a company and shed

light on problems a company did not know it had. With the help of open ended

questions customers can be able to voice different needs that they have that

the company was not aware of. Once the analysis has been done the company

57
can start to think about how to address possible faults and how to be able to

wow their customers in the future.

The usual measures of customer satisfaction involve a survey with a set of

statements using a Likert Technique or scale. The customer is asked to

evaluate each statement and in term of their perception and expectation of

the performance of the organization being measured.

CUSTOMER SATISFACTION IN 7
STEPS

It's a well known fact that no business can exist without customers. In the

business of Website design, it's important to work closely with your customers

to make sure the site or system you create for them is as close to their

requirements as you can manage. Because it's critical that you form a close

58
working relationship with your client, customer service is of vital importance.

What follows are a selection of tips that will make your clients feel valued,

wanted and loved.

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a

customer. If you're not used to this sort of thing it can be a pretty nerve-

wracking experience. Rest assured, though, it does get easier over time. It's

important to meet your customers face to face at least once or even twice

during the course of a project. My experience has shown that a client finds it

easier to relate to and work with someone they've actually met in person,

rather than a voice on the phone or someone typing into an email

or messenger program. When you do meet them, be calm, confident and

above all, take time to ask them what they need. I believe that if a potential

client spends over half the meeting doing the talking, you're well on your way

to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed

59
This goes without saying really. We all know how annoying it is to wait days for

a response to an email or phone call. It might not always be practical to deal

with all customers' queries within the space of a few hours, but at least email

or call them back and let them know you've received their message and you'll

contact them about it as soon as possible. Even if you're not able to solve

a problem right away, let the customer know you're working on it. A good

example of this is my Web host. They've had some trouble with server

hardware which has caused a fair bit of downtime lately. At every step along

the way I was emailed and told exactly what was going on, why things were

going wrong, and how long it would be before they were working again. They

also apologized repeatedly, which was nice. Now if they server had just gone

down with no explanation I think I'd have been pretty annoyed and may have

moved my business elsewhere. But because they took time to keep me

informed, it didn't seem so bad, and I at least knew they were doing

something about the problems. That to me is a prime example of customer

service.

3. Be Friendly and Approachable

60
A fellow Site Pointer once told me that you can hear a smile through the

phone. This is very true. It's very important to be friendly, courteous and to

make your clients feel like you're their friend and you're there to help them

out. There will be times when you want to beat your clients over the head

repeatedly with a blunt object - it happens to all of us. It's vital that you keep a

clear head, respond to your clients' wishes as best you can, and at all times

remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly

defined customer service policy is going to save you a lot of time and effort in

the long run. If a customer has a problem, should they contact different people

for billing and technical enquiries? If they're not satisfied with any aspect of

your customer service, who should they tell? There's nothing more annoying

for a client than being passed from person to person, or not knowing who to

turn to. Making sure they know exactly what to do at each stage of their

enquiry should be of utmost importance. So make sure your customer service

policy is present on your site -- and anywhere else it may be useful.

61
5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you

were a client. You ever had a personalized sign-up confirmation email for a

service that you could tell was typed from scratch. These little niceties can be

time consuming and aren't always cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your customers,

it's something. It shows you care; it shows there are real people on the other

end of that screen or telephone; and most importantly, it makes the customer

feel welcomed, wanted and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them

Out

Sometimes this is easier said than done! However, achieving this supreme

level of understanding with your clients will do wonders for your working

relationship Take this as an example: you're working on the front-end for your

client's exciting new ecommerce Endeavour. You have all the images, originals

62
and files backed up on your desktop computer and the site is going really well.

During a meeting with your client he/she happens to mention a hard-

copy brochure their internal marketing people are developing. As if by magic, a

couple of weeks later a CD-ROM arrives on their doorstep complete with high

resolution versions of all the images you've used on the site. A note

accompanies it which reads:

7. Honor Your Promises

It's possible this is the most important point in this article. The simple

message: when you promise something, deliver. The most common example

here is project delivery dates. Clients don't like to be disappointed. Sometimes,

something may not get done, or you might miss a deadline through no fault of

your own. Projects can be late, technology can fail and sub-contractors don't

always deliver on time. In this case a quick apology and assurance it'll be ready

ASAP wouldn't go amiss.

63
64
65
A Research methodology specifies the methods and procedures for conducting
a particular study. It is a map or blur print to which the research is to be
conducts. Descriptive research design has been considered as a suitable
methodology for present study and for data analysis.
The methodology used in conducting the research work on Gopaljee Dairy
Foods Pvt. Ltd with major emphasis on its sales and marketing strategies
involve the following steps:

Why I have selected Gopaljee Dairy Foods Pvt. Ltd only?

I have selected Gopaljee Dairy Foods Pvt. Ltd because it is the company that is
growing day by day. It has maximum market share with comparison to its
competitors. And it is the company that gives highest sales.

Defining the problem and deciding research objectives:

Defining the objective is the most important part of any study process. Proper

defining of the problem is a must for proceeding further with the research

process. The type of study to be carried out, the questions to be raised, the

sampling procedure to be followed, and the data to be collected, all depends

on a correct understanding of the problem. Also, by clearly focusing on the

66
real problem, the research job can be simplified and completed with the

minimum cost, effort and data.

Identified problem or the objectives of the research discussed in the report are:

1. DEVELOPING THE RESEARCH PLAN

In this a plan was developed about how to collect the require information i.e.

whom to contact for gathering the relevant data. Data is the foundation of all

research. It is the raw material with which a researcher functions.

Therefore, it requires great care to select the sources of data. Data, or

facts, may be obtained from several sources. Data sources can either be primary

or secondary.

A. Primary data:

The primary data, are those data, which are collected afresh and for the first

time. And happen to be original in character. The collection of primary data

was conducted by visiting the people personally and through

Questionnaire for the preparation of the report.

 Questionnaire – A set of questionnaire is prepared for the cause of

collecting different information related to the pre-determined

67
 objectives. The questionnaire prepared in two forms & targeted

towards their existing consumers and their potential customers.

 Retail census

 Observation Method

Direct Personal Interview- Under this method of collecting data there is face-

to-face context with person from whom the information is obtained.

B. Secondary data:

The sources from which secondary data was collected:

 Press releases of the company.

 Sales Records

The primary data has been collected by means of interviewing the retailers at

the point of purchase. The sample size for the research was nearly 40 retail

outlets per beat. The information gathered by interviewing the retailers was

the first hand information and accurate without being biased. It was more of

an open end question approach and the retailers were very much co-

operative and unbiased. Following information was gathered from the

retailers:-

 Stocking Details

 Competitors
68
  Refrigeration Facility

 Number of visits by the sales person

 Margins offered by the competitors

In addition, information was also gathered from distributors regarding:-

 Delivery of products

 Pricing of products

 Issues related to expiry

 Various schemes offered by the company

 Information about the sales person

2.RESEARCH DESIGN

Research design is arrangement of condition for the collection & analysis of

data in a manner that aims to combined relevance to the research purpose

with economy in procedure. So in my project I did exploratory research to

obtain the data of customer. In the exploratory research made a reside

investigation for discovering a new ideas & gaining deep insight in the

problem. The data in actually related to the trend of Gopaljee Dairy Foods Pvt.

Ltd customer.

69
Sampling Size :
The sampling design used was Convenience sampling, which is a non-
probability sampling method. The convenience factors were the availability
and approachability of the respondents.

Population:

All types of outlets that stock and sell GOPALJEE ANANDA like yo milk,FCM ,T-
20 (JP & SP), CHAACH (Masala & Plain) and RABRI, FLAVOURED LASSI, etc in
the market. The outlets have been classified into as follows:

 Convenience stores: All kinds of shops including bakeries.

 Eateries: All kind of eating joints.

3. CONTACT METHODS

Instrument or Data collected Forms: It is the method by which data is gathered.

It could be done through various instruments like questionnaires, observations,

getting information from the staff members of the agency, contacting to the

motor mechanics was sufficient enough to conduct the study.

4. COLLECTION OF INFORMATION

The primary information was collected by face-to-face and direct interviews

with the peoples and the customers. They provide the relevant information

70
regarding the profile of the company as compared to the other company in the

Indian market. Most employees suggested visiting company’s web site, as it

was not possible for them to spare time from their busy schedules.

The secondary sources of information were Stocking Details

 Competitors

 Pricing of products

 Issues related to expiry

 Various schemes offered by the company

 Stocking Details

5. ANALYZING THE INFORMATION

The data collected was carefully analyzed. The research and analysis of the

information has been done on the basis of various sales and marketing strategies

adopted by the company during its tenure.

6. CONCLUSIONS AND RECOMMENDATIONS

This is the most vital part of the work undertaken. After collection and analysis

of data, it was recorded in the form as prescribed. The major part of the report is

the findings. The finding also includes charts, tables and diagrams etc. The
71
report also mentioned the limitations of the project undertaken. Then conclusion

has been drawn out of the findings and various recommendations have been

given at the end of the report. Certain tables on the basis of which the findings

were made have been included in the appendices section followed by the

bibliography.

Place Of Study:

Muradnagar (Jalalpure Road, Brijvihar, Kuti Road, Preet Vihar, Bamba Road,
Malik Nagar, Main Market, EID-Gah Road, Radhe Shyam Colony ,Railway
Road, Tower Road And K.I.T.E & I.T.S College) And Rajnagar Extention
(Siyana Road,Noor Nagar,Ajnara,River Heights And Sharma Market).

 Sampling Technique: Non Probability Sampling, Convenience Sampling.

 Sample Unit: People Who Use Flavoured Lassi And Milk, Paneer And
Other GOPALJEE ANANDA Products In Retails Outlets Superstores Etc.
 Sample Size: 40 Respondents.
 Method: Direct Interview Through Questionnaire.
 Area Of Survey: Muradnagar And Rajnagar Extention.

Target Market:
One of the most important components of estimating the market potential for a
business is to
determine its target market. A target market can be thought of as the customers
who are most

72
likely to buy from you and generally are described using demographic variables
(gender, age,
education) as well as psychographic variables (lifestyle and belief system
variables). In many
cases, a business may have more than one target market. Think about the milk
industry,
milk manufactures have a number of target markets, i.e., milk buyers,chaach
buyers,T-20 (JP AND SP) buyers, Dhai ,cup dhai and matka dhai buyers, lassi
buyers. Your business should be able to develop specific profiles for each of
your target
markets using demographic and psychographic variables.

The first method of describing your target market segments is using a set of
demographic
descriptors like the following:

 Age  Family Daily  College

Usages Students
 Gender  Hotels  Tea Vendors

It is important to create a profile of your target market describing them with

demographic

variables like those listed above. Once you have created your demographic
profile, you can

determine how many people fit your profile using various demographic data
sources (see

Appendix A). It is important to note that creating a demographic profile does

may not provide

specific enough information to accurately determine your market potential as it

may be too

general.

Sources of Demographic Information: Appendix A

73
The second profile is referred to as psychographic lifestyle and describes your
target market
segment by their activities (work and leisure), interests (family, animals,
environment, home, and
community), and opinions. The lifestyle profile is more important in predicting
future patronage
than the demographic profile because it will determine what type of experience
they are seeking.
Failure to meet these needs will result in loss of business. The following are a
few psychological
descriptors:

• Political • Socially conscious • Family-oriented

Affiliation

• Trend follower • Fashion-forward • Sports enthusiast

Psychographic information is more difficult to obtain than demographic

information. As a result,
it is less frequently used when determining a target market profile.

Market or Trade Area

The market area can be thought of as the geographic area where the business
intends to operate,
i.e., a city block, between the rivers or the globe. Defining the market area is
important because it
defines the geographic area where potential consumers live and/or work.
However, not everyone
in the defined market area will be a customer. As a result, it is important to
compare your target
market profile, generally described using demographics, to the population in
the market area.
There are a number of ways to define a market area, some are easy and others
are more difficult
and require the services of a marketing professional.

74
Estimating the market or market potential for a new business or business
expansion is critical in
determining the economic feasibility of a venture. Estimating the market
potential will determine
if the market is large enough to support your businesses. This check-list will
address a number
of questions that need to be answered before an estimate can be calculated.
What type of customer will buy the product or service?
Where are these customers located?
How many potential customers (N) are there?
How often do they consume or use it?
What is the Competition?
What are people paying?
What is the Potential for the Market to Develop?
What is my share of the Market?
This check-list will walk you through estimating the market potential for your
business and/or
estimating the retail trade area market potential if you have a retail
establishment by going
through these questions and providing examples.
Estimating Market Potential
Estimating the market potential for a business is critical in evaluating its
viability and provides
an estimate of the maximum total sales potential for a given market. Once the
estimated market
potential has been calculated, it is possible to determine if the market is large
enough to sustain
your proposed business or sustain an addition competitor in the marketplace.
It is important to
remember that the estimated market potential sets an upper boundary on the
market size and can
be expressed in either units and/or sales. Unless there are no direct or indirect
competitors, a
business will capture a share of the total estimated market potential not all of
it.
The following provide the steps and data necessary to estimate the market
potential. These will
75
be discussed in detail later.
Key Steps in Estimating Market Potential:
1. Define your target market and market segments.
2. Define the geographic boundaries of your market.
3. Derive an average selling price.
4. Determine the average annual consumption.
Estimating the market potential for a business requires specific information on
the number of
people or potential buyers, an average selling price, and an estimate of
consumption or usage for
a specific period of time. Once this information has been collected, it can be
plugged into the
following formula to derive the estimated market potential.

Estimating Market Potential:

MP= N×O×Q
; Where:
MP = market potential
N = number of possible buyers
P = average selling price
Q = average annual consumption
However, the better the information that is being plugged into the formula,
the better the estimate
of the market potential. The variables in the above formula will be described in
more detail as
well as more specific information on the types of information required will be
provided later.
Retail market potential
If you are evaluating a retail establishment, a more refined method of
calculating the retail trade
area market potential is available. The market potential for a retail
establishment provided an
estimate of the maximum total sales potential for a specific retail operation in
a given market. As
with the general market potential estimate, the market potential sets an upper
boundary on the

76
market size and can be expressed in either units and/or sales. The following
are the steps and
information that are needed to estimate the retail trade area market potential.
Key Steps in Estimating Market Potential:
1. Define your target market and market segments.
2. Define the geographic boundaries of your market.
3. Derive average expenditures for the category.
4. Determine the average household income for the area and state.
5. Estimate market share.
As with estimating the market potential for any business, estimating the retail
trade area market
potential requires specific information on the number of people or potential
buyers, an average
expenditure figure for the retail category, area and state income figures, and
an estimate of
market share. Once this information has been collected, it can be plugged into
the following
formula to derive the estimated retail trade area market potential.
Trade Area Analysis is a mean of evaluating the potential retail sales for a
specific retail
operation can be estimated by using a standard formula:
ES= P x EXP x (ADI/MDI) x MS, where
ES = estimated sales
P = market area population
EXP = average expenditures for retail outlet category
ADI = area estimated average household disposable income
MDI = Georgia average household disposable income
MS= estimated market share
The following material will provide direction and information needed to
estimate the market

potential. There are a number of factors that need to be investigated in order

to derive the best
estimate possible.

77
Data analysis

78
 Frequency Distribution

1. Your age is:

 10-20
 20-30
 30-40
 40 & above

Frequency Percent Valid Percent Cumulative

Percent

20-30 37 92.5 92.5 92.5

Valid 40 above 3 7.5 7.5 100.0

Total 40 100.0 100.0

79
 Age

3 40 above
9%

37
20-30
91%

Interpretation: Out of 40 respondents, 37% people belong to the age

group of 20-30 years and 35 people belongs to the age group of 40 & above.

80
2. Your Gender:
 Male
 Female

Frequency Percent Valid Cumulative

Percent Percent

Male 62.5 62.5 62.5

25

Valid Female 37.5 37.5 100.0

15

Total 100.0 100.0

40

81
Gender

82
 Female
15 38%

25
Male
62%

Interpretation: Out of 40 respondents, 25% people are Males, where as

15% people account for Females.

3. Are you aware of GOPALJEE ANANDA PRODUCTS ?

 Yes
 No
Frequency Percent Valid Cumulative
Percent Percent
Valid 30 75 75 75
Yes
Valid
No 10 25 25 100.0

Total 40 100.0 100.0

83
 Yes & NO

10
No
25%

30
Yes
75%

Interpretation: out of 40 respondents, 30% people are yes, where as

10% people account for no.
4. Which products of GOPALJEE ANANDA you prefer most?
Frequency Percent Valid Cumulative
Percent Percent
FCM 5 12.5 12.5 12.5

T-20 JP 3 7.5 7.5 20

T-20 SP 4 10 10 30

FRESH DHAI 5 12.5 12.5 42.5

LITE DHAI 6 15 15 57.5

PLAIN 7 17.5 17.5 75

CHAACH
MASALA 3 7.5 7.5 82.5
CHAACH
RABRI 2 5 5 87.5

LASSI 5 12.5 12.5 100.0

TOTAL 40 100.0 100.0

84
85
 RABRI LASSI FCM
5% 13% 12%

T-20 JP
MASALA CHAACH 7%
8%
T-20 SP
10%
PLAIN CHAACH
18%
FRESH DHAI
12%

LITE DHAI
15%

Interpretation: Out of 40 respondents,12% people prefer FCM, 7%

prefer T-20 JP, 10% prefer T-20 SP, 12% prefer FRESH DHAI, 15% prefer LITE
DHAI, 18% prefer PLAIN CHAACH, 8% prefer MASALA CHAACH, 5% prefer
RABRI, and rest 13% prefer LASSI.

5. How often you consume GOPALJEE ANANDA products?

Frequency Percent Valid Percent Cumulative
Percent
Daily 3 7.5 7.5 7.5

Weekly 15 37.5 37.5 45.0

Monthly 22 55.0 55.0 100.0

Total 40 100.0 100.0

86
Consume The Products

Daily
7%
 Weekly
Monthly
38%
55%

Interpretation: Out of 40 respondents, 3% consume GOPALJEE ANANDA

on Daily basis, 15$ weekly and rest 22% Monthly.

6. Which packaging quantity you prefer most?

Frequency Percent Valid Cumulative

Percent
500ml FCM 5 12.5 12.5 12..5
250ml T-20 6 15 15 27.5
JP
500ml T-20 3 7.5 7.5 35
SP
200ml 2 5 5 40
FRESH
DHAI
200ml LITE 2 5 5 45
DHAI
500ml 4 10 10 55
PLAIN
CHAACH
500 ml 3 7.5 7.5 62.5
MASALA
CHAACH
RABRI 5 12.5 12.5 75

200ml 6 15 15 90
LASSI

500ml 4 10 10 100.0
LAASI

TOTAL 40 100.0 100.0

87
Packaging

88
 500ml
LASSI 500ml FCM
10% 12%

200ml LASSI 250 ml T-

15% 20 JP
15%
200ml
RABRI 500ml T-20 SP
FRESH
13% 7%
DHAI
5%
500ml
200ml LITE DHAI
500ml MASALA PLAIN
5%
CHAACH CHAACH
8% 10%

Interpretation: From the above pie chart, 12%500ml fcm,15% 250

T-20 JP,7% 500ml T-20 SP,5% 200ml FRRESH DHAI,5% 200ml LITE
DHAI,10% 500ml PLAIN CHAACH, 8% 500ml MASALA CHAACH, 135
RABRI,15% 200ml LASSI and rest 10% 500ml LASSI.

7. Which brand of products you prefer?

Frequency Percent Valid Cumulative
Percent Percent
GOPALJEE 5 12.5 12.5 12.5
ANANDA
AMUL 8 20 20 32.5
MOTHER DAIRY 10 25 25 57.5
MADHUSUDHAN 5 12.5 12.5 70
NOVA 4 10 10 80

89
AMRIT 3 7.5 7.5 87.5
HARITAGE 1 2.5 2.5 90
NAMASTEY INDIA 4 10 10 100.0
TOTAL 40 100.0 100.0

Brand Liking
NAMASTEY INDIA
 HARITAGE 10%
3%
GOPALJEE
AMRIT ANANDA
8% 12%

AMUL
NOVA 20%
10%

MOTHER DAIRY
MADHUSUDHAN 25%
12%

Interpretation : Out of 40 respondents, 12% GOPALJEE ANANDA,

20% AMUL,
25% MOTHER DAIRY, 12% MADHUSUDHAN, 10% NOVA, 8% AMRIT, 3%
HARITAGE, 10% NAMASTEY INDIA.
Findings

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1. Most of the retailers are interested in keeping GOPALJEE ANANDA
products and they are satisfied with the current distribution pattern
of the company.
2. Retailers are not satisfied with the services provided by the company.
3. Most of the retailers want deep freezer for storage of products but
GOPALJEE ANANDA is not providing them, Mother Dairy take it as an
advantages and provide freezer to those retailers for advertising and
promoting their products.
4. The sale of GOPALJEE ANANDA T-20 JP , T-20 SP ,LASSI, CHAACH and
RABRI is more compare to other brands.
5. The demand of GOPALJEE ANANDA PANEER is more in Delhi NCR
market.
6. The brand image of GOPALJEE ANANDA is good among the
customers.
7. There is less margin for the retailers in CHAACH as compare to
MADHUSUDHAN and SHRIDHAR.
8. The retailers are not satisfied with the distribution process, as there
is no replacement provided by the distributor or by the organization.

91
 Recommendations
The following suggestions can be derived out of the research done on
frozen products division and new products:-
1. Suggestions for salesperson issue:-
 The salesperson should visit the retailer’s outlets on regular
basis so as to keep stock available and should also make the
retailer aware of the newly introduced products by the
company.
 The salesperson should also make the retailer aware of the
running schemes and offers so as to boost up sales.
2. Suggestions for replacement issue:-
There have been a lot of complaints about replacement policy
of GOPALJEE ANANDA. GOPALJEE ANANDA should try to improve its
replacement policy and make it somewhat liberal.

3. Suggestions for damage issue:- the distributor should ascertain the

products supplied to him from the depot. Distributor should also
make sure that the products does not get damage at the time od
supply to the retailer.

4. Suggestions for promotion activities:-

 Word of mouth works, but at least at initial period the

company should offer product with some offer.
 Company should provide danglers, posters to improve visibility
of the products.

5. Relationship with retailers and company should be kept under a close

watch.
6. Distributor should be given the responsibility to handle the retailer’s
grievances.

92
7. Orders by the retailers should be executed in a proper manner to
avoid irregular availability.
8. Low security and easy installment should be given on deep freezer.
9. Company should give special offers to retailers frequently.
10.Company should started exclusive GOPALJEE ANANDA weekly
activities.
11.Innovative schemes like Priviledge cards and tokens giving discount
on successive purchases may be introduced to make a customer
brand loyal to GOPALJEE ANANDA.

93
CONCLUSION

94
The GOPALJEE ANANDA captured the 35-40% of the market, Mother
Dairy and AMUL captured 50% and 10% are the remaining brands. The
customers are loyal towards GOPALJEE ANANDA products and demand
of GOPALJEE ANANDA products is also good in the market, but in some
area Mother Dairy try to capture GOPALJEE ANANDA customers by
providing schemes and freezer to the retailers, so that the retailers sells
Mother Dairy products. Due to high demand of GOALJEE ANANDA
RABRI, LASSI CHAACH and T-20 JP & SP are bound to keep GOPALJEE
ANANDA products. The company should work on their distribution
network and on the replacement policies of the expired and defected
products. There should be a proper grievance handling process so that
the relationship between retailers distributors remain good.

95
 LIMITATION
The limitation of the project is as follows:

1. Due to unavailability of proper conveyance facility, it was really hard

to cover the market under a scorching sun.
2. In many residential blocks shops located in corners of by lanes were
difficult to locate.
3. The time duration of two months was short for the completion of all
activities.
4. It might also be so that some respondents were not motivated
enough to respond properly although fill attempt was made to keep
it as unbiased as possible.

96
QUESTIONNAIRE

97
DISTRIBUTOR

1. Name :-
2. Address :-
3. Phone :-
4. Avg daily sales ( in ltr) :-

 200-250
 250-500
 500-750
 750-1000
 1000-1250
 1250-1500
 1500+
5. How would you rate your retailers drop out?
 Satisfaction
 Un-satisfaction
6. Which type of milk sells the most?

98
  DTM
 TM
 FCM
 T-20 JP
 T-20 SP
 YO-MILK
 FAMILY MILK
7. Rate GOPALJEE ANANDA on the scale of 1-5 on the
following factors ( 1 as worst and 5 as best) :-
Particulars 1 2 3 4 5
Timeliness
Credit Limit
Incentives
Demand Of
Retailers
Quality
Packaging
Hygiene
Competitiveness

8. Is there any scope to increase the no of retailers in your area?

 Yes
 No
9. Suggestions/Complains:

* *

99
RETAILER
1. Name of shop:-
2. Address:-
3. Phone :-

4. Lad name :-
5. Avg daily sales (in ltr) :-
 10-30
 30-60
 60-90
 90-120
 120-150
 150+
6. How would you rate your present sales?
 Satisfaction
 Un-satisfaction

7. If the answer to the above is un-satisfaction then please choose

the reasons from below:-
 Competition from other brands
 Competition from local dairy owners
 Other
8. Which type of milk sells the most?
 DTM

100
1001
  TM
 FCM
 T-20 JP
 T-20 SP
 YO-MILK
9. Who is the competitor of GOPALJEE ANANDA?

 AMUL
 MOTHER DAIRY
 NAMSTEY INDIA
 OTHER

10. Rate GOPALJEE ANANDA on the scale of 1-5 on the

following factors ( 1 as worst and 5 as best) :-
Particulars 1 2 3 4 5
Margin
Punctuality of
Distributors
Competitiveness
Quality
Packaging
Awareness

11. Suggestions/Complains :-

* *

101
1011
 CONSUMER
1. Name :-
2. Address :-
3. Avg daily consumption ( in ltr)
a. .5-1 b. 1-2 c. 2-3 d. 3+

4. Do you get delivery of mil at your home ?

 Yes
 No

SR. attributes Strongly agree Neither disagree Strongly

No. agree agree or disagree
nor
disagree
1. Decision to purchase
milk depends upon the
quality of milk

2. Price is the most

important decision
making factor when it
comes to purchase of
milk
3. Milk purchase is
determined by the
availability of milk
where required

102
1021
4. Taste of milk does not
affect the purchase
decision

5. Hygiene is an important
decision making factor
when it comes to
purchase of milk
6. Milk containing smell
hampers purchase of
milk

7. Decision to purchase
milk depends upon the
ease of storage of milk

8. Price is not an important

decision making factor
when it comes to
purchase of milk
9. Purchase of millk is
determined by the
availability f milk when
required
10. Milk containing smell is
not at all preferred

103
11. Leakage in milk packets
hinder purchase decision

12. Faith in the brand image

increase purchase
decision of milk

13. Schemes available on purchase

of a particular brand influence
decision
14. Awareness about the
availability of milk influence
purchase decision
15. Heavy advertisement increase
purchase of a particular variety
of milk

16. Purchase of milk varies with the

percentage of fat content

104
17. Decision to purchase milk
depends upon the packaging of
milk

18. Availability of substitute

products does not affect
purchase decision

19. A little increase in price when

milk delivered at doorstep is not
a major concern

20. There is a satisfactory no of

retailers in the locality

21. The colour of the milk affects

the purchase decision

22. Decision to purchase milk

depends upon the retailer’s
reputation

23. Decision to purchase milk

depends upon the
inconveniences occurred while
purchasing

105
24. Taste of milk affects the
purchase decision

25. Availability of substitute

products affects purchase
decision

* *

106
BIBLIOGRAPHY

107
 Principles of marketing- Philip
Kotler & Gary Armstrong 2000.
 Marketing Management- Philip
Kotler,2000.
 http://www.indiandairy.com
 http://www.nddb.org
 http://www.rsdgroup.com
 http://www.google.com
 http://www.wikipedia.com
 http://www.ndri.res.in

108