Summer internship projectA study on “Retailer Satisfaction survey” regarding Dairy Products.

Prepared by : Gadhethariya Pratik M. Enrollment Number : 157730592015  MBA Batch : 2015-17

Academic Year : 2016-17

Under the guidance of : Prof. Karan Sagar Submitted To : Sunshine Educational Trust Group of Institutions Faculty of MBA, Rajkot

Affiliated To : Gujarat Technological University, Ahmedabad

Maahi Milk Producer Company Limited was incorporated on 7, June, 2012, as a PRODUCER COMPANY under the provisions of Part-9 of the Companies Act, 1956, in the State of Gujarat, to undertake the business of pooling, purchasing, processing of milk and milk products primarily of the Members and also of others, marketing of the same and to deal in activities that are part of or incidental to any activity related thereto.

INTRODUCTION OF THE COMPANY

With strong commitment to our values, Maahi will be known as one of the World’s leading companies in the area of milk business”

MISSION

Maahi Milk Producer Company is committed for giving maximum return to the Members through dairying”

VISION

MAAHI PRODUCT

Milk

Poly Pouch

Milk Product

Dahi

Dahi TM - 200g

& 400g pouchDahi TM - 200g

& 400g cupDahi Lite - 170g

& 450g pouchButtermilk - 200ml&450

ml pouch

GheePouch - 500 ml.

Cika pack - 500 ml. & 1 ltr.Tin - 500 ml./1 ltr./ 5 ltr./ & 15 kg.

Skimmed Milk Powder

Bag - 25 kg.

White Butter

Box - 20 kg.

ORGANIZATION STRUCTURE

Chairman

General Manager

Finance manager

Marketing Manager

Personal Manager

Production Manager

Purchase Officer

Worker

Plant Operator

Dairy Supervisor

Technical Officer

Staff Manager

Asst. Manager

Account Clerk

Excise Clerk

AccountantCashier

Marketing Supervisor

Marketing Organizers

Marketing Officer

Asst. Manager(Marketing)

WorkerClerk

Deputy Manager

B.O.D

MAAHI DAIRY PLANTS

PROCESSING UNIT/POINT

COLLECTION POINT/UNIT

DISTRIBUTOR DISTRIBUTOR

MAAHI DAIRY PLANTS MAAHI DAIRY PLANTS

Farmers Own Transportation

MAAHI OWNLOGISTICS

FARMERSCATEGORY 1

FARMERSCATEGORY 1

RETAILERRETAILER

FARMERSCATEGORY 1

RETAILER

DISTRIBUTOR

SUPPLY CHAIN MODELS OF MMPCL MILK

MARKETING DEPARTMENTMARKETING INITIATIVES: “The Performance of all business activities involved in the flow of

Goods and services from the producer to the consumer.”

• Maahi Corporate – News Paper Advertisement• Ghee News Ad – Gujarati• Maahi Outdoor Hoardings

o Vehicle Painting o Participate in Consumer fair , Festivals and Retail outlet o Point of sale Material o Banner, Poster, leaflet, Dealer, Stand Board, Calendar, T-

shirts & Cap.o Maahi Parlour

PRODUCTION DEPARTMENT

Production operations Plant:  There are 4 out sourced plants: 1. Junagadh2. Kutch,3. Giriraj Milk Products Pvt. Ltd. (GIDC Metoda)4. Ahmadabad

Per day production: Milk – 3,50,000 kg Buttermilk – 75,000 kg Dahi – 2500 kg Ghee – 2000 kg Average Milk Procurement Per Day = 6 Lakhs Liter Per day. 50 BMCs at 7 Districts and total 101 Nos. BMC (Bulk Milk Coolers) unit

and 5000 ltr. Capacity. There are 3 chilling centers with capacity of 4000 ltr. per day.

FINANCE DEPARTMENT

Sales Turnover in 2013-14

Product Turnover in lakhs

Poly pouch milk 346.01

Butter Milk 33.63

Ghee 22.4

White Butter 96.69

Skim Milk Powder 24.83

Total 523.56 lakhs

As per company Data

Sr .No. Variant Sales Volume in (Lakhs Liter per

day)1 Full Cream Milk (FCM) 37,000

2 Standard Milk (STD) 29,000

3 Toned Milk (TM) 2,12,000

4 Double Toned Milk (DTM) 14,500

5 LITE 7,800

Total Milk 3,00,300

6 Buttermilk 51,400

Total of Milk & Buttermilk

3,51,700

Variant wise Milk and Butter milk sales

As per company Data

HR DEPARTMENTHR Functions:1. Talent acquisition 2. Training & Development 3. Administration 4. Payroll and compensation 5. Performance management system 6. Employee Relations 7. Attendance & Leave management

INTODUCTION OF THE TOPIC

The Topic Of This Project Is “A Study On “Retailers Satisfaction Survey” Regarding Dairy Products At Maahi Milk Producer Company Ltd”.

Retailers are the part of milk marketing channels and perform the work of moving goods From producer to the customers. It over comes the time, Place and possession gap that separates Goods and service from those who needs or wants them. Retailers as member of marketing channel perform a number of key functions. Some functions (Physical, Title, Promotion) Constitute a forward Flow Of Activity from The Company To The Customers; Other functions (Ordering And Payment) Constitute a backward flow from customers to the company. Still others (Information, Negotiation, Finance and Risk taking) In both directions

RESEARCH METHODOLOGY RESEARCH OBJECTIVE

To study which product of Maahi Dairy has average sale among the retailers in Old

Rajkot. To study retailer satisfaction with price, packaging, promotional, scheme, Timely

Delivery, & quality of Maahi dairy product. 

SCOPE OF THE STUDY The study carried out in Rajkot city so its scope mainly to Rajkot It’s give information about the size of Retailers network. It’s give information about the service given by company and distributors to their

retailers. It’s give information about competitors’ products. It will serve consumer in better manner. It’s providing suggestions to company to improve their products sales and services. It’s give information about the promotion activities.

RESEARCH DESIGN Research design is the plan, structure and strategy of investigation

conceived so as to obtain answers to research question. There are two types of research design. One is exploratory research and

other is descriptive research. 1.Exploratory research: We studied the company report, talked to the retailer of the company. 2. Descriptive research: Survey method was adopted for this research.

DATA COLLECTION SOURCESThe study is mainly based on the data collection from primary as well as secondary sources.

Primary data: Data collected for specific purposes in the form of questionnaire.

Secondary data: Data existing in the form of Books, Internet etc.

SAMPLING DESIGN Population of the study: All the MMPCL Retailers in Old Rajkot. Sampling method: non-probability sampling technique i.e. convenience

sampling procedure was adopted. Sampling size: 50 (out of 150) retailers were selected from target

population for the study.

LIMITATION OF PROJECT  Since the study was done in only one region of Rajkot. The results cannot

be generalized on all Rajkot bases. Shopkeepers also tend to hide some facts and figures due to some reasons which can hinder the results we get from this survey. Still a lot can be done to make the whole system efficient.

DATA ANALYSISAND

INTERPRETATION

1. Types of Shop classification

40%

28%

32%

Types of Shops

General Store

Parlors

Bakery

Other

40% of general retailers sale the Maahi Milk/Product.28% of Parlors Retailers sale the Maahi Milk/Products. 32% of Other Retailers sale the Maahi Milk/Products.

2. Maahi Product Selling

Milk Dahi Butter Milk Ghee Sweet0

5

10

15

20

25

30

35

40

45

5044 Retailers

88%

27 Persons

54%

41 Persons

82%

25 Persons

50%17 Persons

34%

Product Selling

•88% Retailers should be maximum selling Milk.•54% Retailers should be selling Dahi.•82% Retailers should be selling Butter milk.•50% Retailers should be selling Ghee.•34% Retailers should be selling other products of milk.

Multi Product Chart

3. Selling Variants MILK

Tazza Tazza (200 ml) Chai Special Gold Super Gold Cow Milk0

5

10

15

20

25

30

35

40 38 Retailers

76%

14 Retailers

28%

15 Retailers

30%

15 Retailers

30%

14 Retailers

28%

6 Retailers

12%

Milk Selling

•76% Retailers should be maximum selling Taaza Milk.

DAHI

Toned Dahi(Cup) Toned Dahi(Pouch) Loose Pack Lite Dahi0

5

10

15

20

25

30

25 Retailers

50%

5 Retailers

10% 2 Retailers4%

6 Retailers

12%

Dahi Selling

•50% Retailers should be maximum selling Toned Dahi (Cup).

BUTTER MILK

Butter Milk Masala Chass Loose Pack0

5

10

15

20

25

30

35

40

4540 Retailers

80%

9 Retailers

18% 4 Retailers

8%

Butter Milk Selling

• 80% Retailers should be maximum selling Butter milk.

GHEE

Cow Ghee Maahi Ghee(Poly Pouch)

Maahi Ghee(Tin Pack) Loose Pack0

5

10

15

20

25

10 Retailers

20%

23 Retailers

46%

3 Retailers

6%

8 Retailers

16%

Ghee Selling

•46% Retailers should be maximum selling Maahi Ghee (Poly Pouch).

MITHAI

Gulab Jamun Rasagulla Soan Papdi Other0

2

4

6

8

10

12

14

16

18

20

13 Retailers

26% 11 Retailers

22%

18 Retailers

36%

2 Retailers

4%

Mithai Selling

•36% Retailers should be maximum selling Soan Papdi.

4. Satisfied with Maahi Distributor’s service

Satisfied Dissatisfied0

5

10

15

20

25

30

35

40

45 40 Retailers

80%

10 Retailers

20%

Satisfied with Maahi Distributor’s service

•80% Retailers should be Satisfied with Maahi Distributors Service.•20% Retailers should be Dissatisfied with Maahi Distributors Service

5. Satisfied with Maahi Quality Product range

Satisfied Dissatisfied0

5

10

15

20

25

30

3532 Retailers

64%

18 Retailers

36%

Maahi Quality Product range

•64% Retailers should be Satisfied with Maahi Quality Product range.•36% Retailers should be Dissatisfied with Maahi Quality Product range

6. Cow milk selling

Yes No0

5

10

15

20

25

30

35

40

45

11 Retailers

22%

39 Retailers

78%

Cow Milk Selling

•22% Retailers should be Selling Maahi Cow Milk.•78% Retailers should be not selling Maahi Cow Milk.

7. Which new product should maahi launch?

Butter Paneer Ice-cream Flavored Milk0

5

10

15

20

25

30

35

6 Retailers

12%

16 Retailers

32%

27 Retailers

54%

31 Retailers

62%

•62% Retailers Reviews for new milk product of Flavored Milk launch in market.

8. Are you willing to be an Exclusive Maahi Parlors?

Yes No0

5

10

15

20

25

30

35

40

45

50

4 Retailers

8%

46 Retailers

92%

Willing to be an Exclusive Maahi Parlors

•8% Retailers Should be willing to be an Exclusive Maahi parlors said “YES”•92% Retailers Should be willing to be an Exclusive Maahi parlors said “NO”

SWOT ANALYSIS Strengths: Largest food brand in Gujarat. High quality, low price.

Weaknesses: Risks of highly complex supply chain system. Strong dependency on weak infrastructure. Short self life its products.

Opportunities: Potential to expand to smaller towns and other geographies. Expand product portfolio to enter new product categories.

Threats:

Strong competitors: Amul, sorath, radhe, etc. Growing price of milk and milk product.

FINDINGS   Customers are not interested to use cow’s milk. So only 22% retailer’s sale cow’s milk. Maahi dairy products are mostly sold by the General Shop & Other Shop. Only few numbers

of parlor retailers are sold it. Retailers have perceived that customers prefer Tazza Milk respectively in Rajkot. Mostly retailers are dissatisfied with Price, Margin &Replacement Facility of Maahi Milk in

Old Rajkot. Mostly retailers are dissatisfied with Quality (smell & thickness) & Timely Delivery of Maahi

dairy milk in Old Rajkot. Mostly retailers aren’t happy to stock of Maahi. In future company introduce many products like butter, panir, flower milk, ice cream.

SUGGESTIONS

A one product of Tazza milk having a poor quality of milk, so improve quality of Tazza milk and increase maximum selling of product.

Proper distribution channel will be manage strongly. Create proper schedule to collect retailer’s feedback regularly. Improve the quality of product will packed in Metoda plant. Give you customer inquiry feedback properly. You will declare any scheme of product then proper implementation will be applied on the

declared scheme. Out dated products will not be distributed in market.

CONCLUSION After this study, found that BUTTER MILK& COW MILK

selling of Maahi Milk Producer Company products ltd are less as compare to competitor in Rajkot.

Mostly retailers are dissatisfied with MILK QUALITY & TIMELY DELIVERY of Maahi dairy milk in Rajkot.

Mostly retailers are dissatisfied with PRICE, REPLACEMENT FACILITY,& SCHEME of Maahi dairy product.

Prepared ByPratik Gadhethariya