A

Project Report

On

“Sales & Distribution in Dairy

Industry”

With special reference to Aanchal products

SUBMITTED FOR:The partial Fulfillment of the requirement for the Degree of

the “Master of Business Administration” of “Uttaranchal Institute of Technology, Dehradun”

SUBMITTED BY: SUPERVISOR:Bhupendra Singh Rajwar Dr. Saurabh Joshi

H.O.D. Management

UTTARANCHAL INSTITUTE OF TECHNOLOGY, DEHRADUN

(Affiliated to Uttarakhand Technical University, Dehradun)

ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to the management of

Nainital, Dugdh Utapadak Sahakari Sangh Ltd. Lalkuan for providing

me the opportunity to get an exposure of their esteemed unit.

I am sincerely thankful to the Circulation department for coordinating

my training and explicitly express my thanks to Mr. Prahlad Singh

Haldwani (Nainital) and all the officers at Circulation Department for

there continued help and guidance during my stay there.

Last but not the least, I express my deep gratitude to my Faculty, Dr.

Saurabh Joshi for his valuable guidance.

I also express my thanks to parents and all family members and friends

who directly or indirectly provide me their moral support.

(Bhupendra Singh Rajwar)

STUDENT DECLARATION

This project has been undertaken as a partial fulfillment of the

requirement for the award of degree of MBA, Uttaranchal Institute of

Technology.

The project was executed during the summer break after the Second semester

under the supervision of Dr. Saurabh Joshi.

Further, I declared that this project is my original work and the analysis

and the findings are for academic purpose only. This project has not

been presented in any seminar or submitted elsewhere for the award of

any degree or diploma.

(Bhupendra Singh Rajwar)

Signature

CONTENTS

Chapter - 1

Introduction

- Objective of the study

- Scope of the study

- Limitation of the study

- Research methodology

Chapter - 2

About Dairy Industry

Company Profile

- Sales Management

- Growth Development

- Function of Channel of Distribution

- Marketing Strategy

Chapter - 3

- Data Analysis

- Summary Of Finding

Chapter - 4

- Suggestion

Chapter - 5

- Conclusion

Biblography

Questionnaire

Chapter - 1

Introduction

1 Objective of the study

2 Scope of the study

3 Limitation of the study

4 Research methodology

INTRODUCTION

India is the leading milk producer in the world and the dairy

cooperatives are the backbone of Indian dairy industry. This study has

analyzed the inefficiencies existing in improving milk production,

procurement pattern, marketing channels, and price spread of a dairy

cooperative, Uttaranchal Cooperative Dairy Federation Ltd (UCDFL),

also known as Anchal in the Kumaun region of Uttarakhand and has

proposed a model for eliminating these inefficiencies. It has been found

that UCDFL is focused mainly on liquid milk marketing and has not

adopted product diversification, which is the need of the day. Nainital

and Almora districts of Kumaon region have been selected for the study;

these cover almost 40 per cent of cattle population in the division, except

Udham Singh Nagar. It has been found that due to insufficient margins,

the number of agents working for other private dairies has increased.

Different marketing channels for milk have been identified and price

spread has been calculated for all the channels. Lack of business

development services related to dairy industry has been found leading

the farmers to disassociate from Anchal. The study has suggested that

Anchal should evolve a definite policy with regard to procurement of

milk in both lean and regular periods and to sustain its members,

incentive package should be provided. Anchal should find ways to

establish fodder banks at strategic locations for providing fodder during

emergencies and periods of fodder scarcity. Local sale of milk at the

society level should be encouraged to increase the popularity of Anchal

brand.

Nainital, Dugdh Utapadak Sahakari Sangh Ltd. Lalkuan as on

today, is the biggest National Daily across all products in Uttaranchal,

Uttar Pradesh and Delhi with a phenomenal readership of consumers.

Nainital, Dugdh Utapadak Sahakari Sangh Ltd. Lalkuan have a head

office in Haldwani and many District Cooperative Unions engaged in

milk production, procurement, processing and marketing in surrounding

areas. Small dairy for satisfying the people of Uttaranchal conducting

regular researches and needs are registered and interesting to know the

customer‘s feedback from dairy products.

I am taking the study because “The study is helpful to understand

customer’s expectations from a complete range of dairy products and to

know that how is defying the other dairy products to Aanchal? What

modifications required in the current strategies in order to make it

stronger in market? And what the customers of dairy products want from

a complete dairy in market.

Before the cooperative movement began, middlemen who supplied

milk to the consumer were exploiting the dairy industry in the

Uttaranchal. It began as a response to this exploitation and put an end to

it. It grew because it responded to the farmers financially as well as with

services. It has thrived because farmers who have a stake in its success

own it. And because it has been managed by capable professionals and

strengthened by dedicated scientists, technologists and workers, it has

forged ahead. Today in India, there are 75,000 dairy cooperative

societies, spread all over the country with a membership of 10 million.

The farmer in the village is now assured of a better future thanks to these

cooperatives. Recently one of the European Embassies in Delhi

requested us for information on the five biggest "companies" in the dairy

business. The first three are in the cooperative sector.

OBJECTIVES OF STUDY

There are many objectives of this topic under this project. Some are as follows:-

1. First and foremost objective of this study is to know the

distribution system of AANCHAL industry.

2. To study the perception and problem of retailers and suggest

method to motivate them.

3. To study the level of awareness among consumers about

AANCHAL milk and its other products.

SCOPE OF THE STUDY

1. At present this study may be helpful in getting the knowledge of

distribution system and all the selected facts.

2. We get the chance to know the packing and selling concept of the

milk and its product and how it can be made available into the

market to the consumer.

3. It is to know Indian market and its environment give us the chance

to know to know the environment of the company.

LIMITATIONS OF THE STUDY

Following are the limitations which we deem in the course of the

project: -

1. Inadequate time to complete the project.

2. Beside Aanchal others are unorganized it is very difficult to cover

the data in this time limit.

The data collected is not very extensive to draw an accurate

conclusion

SAMPLE SIZE

The survey was conducted among 150 people

Sample unit:

150 people

Sampling method:

Random sampling

PERIOD OF STUDY

The period of study was of 7 weeks and survey was

conducted for 10 days starting from 1st July 2011 to 10th

july 2011.

Research Methodology

The research design used for the present study is exploratory research.

The tools used for data collection were questionnaires and personal

interviews.

Internet was used as a source for secondary data.

The study considered customer base as well as organization base

questionnaires and our sample was 150.

SECTOR & PLAYERS

Sector chosen for the study is Dairy & F.M.C.G. Retailer. Under this

head we are concerned with Aanchal & remaining players of supply.

INFORMATION SOURCES

Sources of data collection can be divided into two parts:

(1) PRIMARY DATA

(2) SECONDARY DATA

To collect the primary data the method used is:

(i) Questionnaire is used for data collection

To collect the secondary data the method used is:

(i) Books

(ii) Journals of Aanchal

(iii) Newspaper

Chapter II

Company Profile

1 History

2 Sales Management

3 Growth Development

4 Function of Channel of Distribution

5 Marketing Strategy

About Dairy Industry

Today, India is 'The Oyster' of the global dairy industry. It offers

opportunities galore to entrepreneurs worldwide, who wish to capitalize

on one of the world's largest and fastest growing markets for milk and

milk products. A bagful of 'pearls' awaits the international dairy

processor in India. The Indian dairy industry is rapidly growing, trying

to keep pace with the galloping progress around the world. As he

expands his overseas operations to India many profitable options await

him. He may transfer technology, sign joint ventures or use India as a

sourcing center for regional exports. The liberalization of the Indian

economy beckons to MNC's and foreign investors alike.

Euromonitor International's Dairy Products in India report offers a

comprehensive guide to the size and shape of the market at a national

level. It provides the latest retail sales data, allowing you to identify the

sectors driving growth. It identifies the leading companies, the leading

brands and offers strategic analysis of key factors influencing the market

be they new product developments, packaging innovations,

economic/lifestyle influences, distribution or pricing issues. Forecasts

illustrate how the market is set to change.

Company Profile

The history of Nainital, Dugdh Utapadak Sahakari Sangh Ltd.

Lalkuan can be traced back to 1948. Organization first started its

operations in year 1949; initially organization preceded just 611-liter

milk with the help of seven societies per day and its sale was 376-liter

milk per day. At present time organization is selling nearly 30865 liter

milk per day.

The reason for this impressive growth can be attributed to strategic

planning and management of organization functions. The ever-

increasing demand for Milk and Products can e another season for this

phenomenal growth.

In the year 1997-98 companies averages sales was 27354 Liter per day

which feather increased to 30865 Liter Per day in the year 98-99. thus

reason growth of 12.8% approx for previous year this growth is must

higher then growth rate dairy industry, which was nearly 6.3% in year

1998-99.

In the field of handling Milk organization has achieved milk store by

handling 2.1 melt as compared plant’s present handling capacity. Plant’s

present handling capacity is 20,000 Liter per day but it handling 42,000

Liter Milk present time it is handling an average of 39340 Liter Milk per

day new plant under construction that not increase plant-handling

capacity to 50,000 Liter per day after coming in operation.

Starting its operation from producing selling Milk only. Organization

has added a number of products in it range. The organization new deals

in pasteurized Milk, Ghee, Butter, Creams and flavor Milk.

The table given below reflects performance in recent year.

Table 1

S.No. Item 06-07 07-08 08-09 09-10

1 Milk Handling Avg. day 26.64 34.87 35.26 39.34

2 Ghee (In MT) 75.84 111.1 178.6 198.2

3 Butter (In MT) 113.7 161.5 239.2 259.7

4 Paneer (In MT) 23.41 35.56 35.72 39.8

5 Cream (In MT) 137.9 192.5 274.2 294.5

6 Flavor Milk (200 Ml

Packed)

73056 63145 75494 84145

BOARD OF DIRECTOR'S

S.N.Name Designation

1- Dr. Mohan Bisht  Chairman

2-  Mr. Vinod Fonia Managing Director/Member Secretary

3-  Mr. Bhag Singh Chauhan Vice Chairman

4-  Mr. Kunvar Singh Gusain Member

5-  Mr. Arjun Singh Rautela Member 

6-  Mr. Gulab Rai Member

7-  Mr. Hari Ram Member 

8-  Mrs. Nirmala Rawat Member/ nominated by state govt. 

9-  Mr. Karn singh Bhandari Member 

10-  Mrs. Haru Devi

Member 

11-  Mrs. Janki Devi

Member 

12-  Mr. Sanjay Upadhyay Member/Representative of Director, Dairy Development 

History:

The dairy industry in India is going though major changes as a

result of liberalization pobues of previous of govt. and restricting of the

economy. This has brought a greater participation of private sector.

Uttarakhand Co-operative Dairy Federation Ltd (UCDF Ltd.) is a apex

level state federation of district milk Co-operative unions in the state of

Uttarakhand. It was established in the year 2001,under registration no;

555,Dated 12-03-2001, with its head office at Mangal Parao, Haldwani

(Nainital) for the successful implementation of the dairy programmes in

the state. Product branding is "AANCHAL"

The Uttarakhand Cooperative dairy Federation Ltd (UCDF) came into

existence as is a successor body to the Uttar Pradesh Co-operative Dairy

Federation Ltd. after the formation of Uttarakhand as 27th state on

9thNov, 2000. The UCFD Ltd is registered under the Uttarakhand state

cooperative act in the year 2001.                                                                          

After starting at 20 million tons per 20 years between 1950 and 1970

India milk production bean to rise crossing 30 Million tans in 1980 and

596 Million tans 1997. The annual growth rate raised from 4.5% in 70%

in 80’s. Today India ranks as world 2nd larges producer after US.

Ever science the dairy sector was declined in late 1991, there has been

significant activity in private sector with many companies making a bid

to enter the field in addition the private sector is also directly competing

with govt. and cooperative sector in the supply of the Milk of consumer

in urban areas.

Members Milk Unions

S .No Name & Address of  DUSS Phone/ Fax Number

1 Nainital Dugdh Utpadak Sahakari Sangh Ltd, Lalkuan, District- Nainital

05945-268061/268030/268127/268069

2 Udham Singh Dugdh Utpadak Sahakari Sangh Ltd, Kanjabag Road, Khatima, , District- U.S.Nagar

05943-252555

3 Pithoragarh Dugdh Utpadak Sahakari Sangh Ltd, Vin,  District- Pithoragarh

05964-226016/225107

4 Almora Dugdh Utpadak Sahakari Sangh Ltd, Patal Devi, Almora,  District- Almora

05962-233026/233075

5 Champawat Dugdh Utpadak Sahakari Sangh Ltd, Jut Patwa, District- Champawat

05965-230426

6 Dehradun Dugdh Utpadak Sahakari Sangh Ltd, Raipur Road, Dehradun, District- Dehradun

0135-2787225/2787955

7 Haridwar Dugdh Utpadak Sahakari Sangh Ltd, Vill- Shikarpur(Landhaura), District- Haridwar

01334-254418

8 Garhwal Dugdh Utpadak Sahakari Sangh Ltd, Dhobighat Pauri Road, Sri Nagar (Garhwal), District- Pauri Garhwal

01346-252335

9 Tehri Dugdh Utpadak Sahakari Sangh Ltd,H- Block New Tehri, District- Tehri Garhwal

01376-232042

10 Uttarkashi Dugdh Utpadak Sahakari Sangh Ltd, Matli, District- Uttarkashi

01374-235256

11 Chamoli Dugdh Utpadak Sahakari Sangh Ltd, Simali, District- Chamoli

01363-247420

12 Cattle Feed Factory, Kichha by pass Road, Rudrapur, District- U.S.Nagar

05944-242552

Performance of Aanchal :-

All the 13 districts of the state are covered by 11-district level milk unions

(district Rudraprayag and Bageshwar are included with the Srinagar and Almora

milk unions respectively).

Elected board of members in position in the district milk unions and state

federation.

Infrastructure of 09 milk Processing plants of installed milk processing capacity

210 Kilo Liters perday and 44 chilling centers with a milk chilling capacity of

100 Kilo Ltr./day.

Nainital DUSS Ltd Lalkua ia an ISO certified unit and Udhamsingh Nagar Milk

unions is in process to  obtaine ISO 9001 and 2000 certificates.

At present, an average of Rs 29.00 lakhs per day milk price is paid to milk

producers of the state.

UCDF is supplying 12,000 metric tonne quality cattle feed to the milk producers

manufactured in its own Cattle Feed Plant at Rudrapur.

Established Cheddar and Ricota cheese plant in Dehradun.

Established cow urine distillery in the districts of Dehradun, Pauri Garhwal,

Chamoli, Nainital and Almora, providing additional income, through purchase of

cow urine from milk producers of milk societies, to milk producers other than the

milk.

Wide spread dispersal of cross breed cattle through various govt. and other

schemes.

Emphasising establishment of well-designed energy conservation and eco-

friendly machines and plants to save energy, power, water and fuel.

Successfully implementing Govt. of India sponsored schemes like Integrated

Dairy Development Project (IDDP), Rastriya Krishi Vikas Yojana (NADP),

Clean milk production, area development programmes etc.

Successful implementation of state government aided dairy development

programmes like Saghan Mini Dairy Scheme, Dairy Venture Capital Fund (Big

Dairy), Special components schemes and  Mahila dairy vikas pariyozana etc.

Under STEP Dairy Schemes women from the weaker sections of the society are

organized under the dairy Co-operatives providing them a plate-form for

upgradation and strengthening their skills resulting into their socio-economical

well being.

Organization of women self help groups within the women D.C.S.

Products of Aanchal

- Milk

- Flavored Milk

- Ghee

- Cream

- Curd

- Butter

- Paneer

- Chhachh

- Yoghurt

- Cheese

- Ball Mithai

- Chocolate.

SALES MANAGEMENT

DISTRIBUTION NETWORK:

Channel Structure

AANCHAL OTHER’s

Authorized Dealer Authorized Dealer Customer Customer Retailer

Customer

FUNCTIONS PERFORMED BY DIFFERENT CHANNEL MEMBERS

AANCHAL

Authorized DealerSelected on the basis, reputation G/will in the Market. Their main

function is to hold/preserve Aanchal’s products from Company’s plant and distributes them to the retailers.

Retailers

All shopkeepers who deals in F.M.C.G. product especial in confessionary items.

Growth Development:

Now a day’s consumption of Milk is increasing rapidly due to very

nutritious and multipurpose use. So Milk is growing and developing

itself. Initially organization procured just 611 liter per day with the help

of 7 societies and it sales was 316 liter per day. At present time

organization is selling nearly 5115 liter per day.

The reason for this improving growth can be attributed strategic

planning and better management of organization function. The over

increasing demand for Milk and Milk products can be another reason for

this phenomenon growth. In the year 1997-98 company’s average sale

was 24718 liter per day, which further increased to 25915 liter per day in

1998-99. Thus registering growth of 70.18% approx from last year. This

growth is much higher than growth rate doing industry, which is nearly

6.3% in year 1998-99.

Future Planning

1 To increase the handling capacity of plant from 20,000 lts. to

50,000 lts. per day.

2 To establish the plan pasteurized butter now day table butter is

prepared.

3 They are planning to add mushroom as a new product in their

range for their consumers who quality mushrooms.

Function of Channel of Distribution:

Some of the important functions of channel of distribution are as

follows: -

1 Helpful in Price determination

Channels of distribution are very helpful in determining the price of

products because they are in direct touch with consumers. They can

estimate capacity of consumers for products. Therefore the manufacturer

must incite suggestions of middlemen while determining the price of the

product.

2 The Manage finance

All the manufactures have limited financial resources. Middleman helps

manufactures in marketing adequate financial resources available. They

purchase the good used b manufacture and make the payment for that in

this way, they help in solving the financial problem of manufactures.

3 To make the process of Distribution easy

It is not possible for a producer, particularly a producer of consumer

good to be in direct touch with all the consumers. Therefore it is not very

practical for a producer to distribute his goods to his consumers directly.

Channels of distribution help the producers in this regard.

Marketing Strategy

Uttaranchal co-operative Dairy Federation (U.C.D.F) is having its

own marketing strategy guidelines as per the strategy decided by the

head office are given to all the unions in order to achieve the target

given Naintal Dugdh Utpadak Sahakari Sangh is a part of UCDF. So

UCDF provides guidelines to NDUSS also.

Following are the marketing strategy: -

1 A committee is formed at every marketing unit headed by in

charge marketing the concerned union. Primary jobs of this

committee are as follows: -

a) To do a survey to find out areas where new agents can be

appointed.

b) Which point will be conceived for the consumer?

c) Areas to appoint retailers.

2 Proper selection of individual for appointment of agents.

3 Try to convince the agents for door-to-door selling so as to

compete with traditional duchies.

4 Visit to school children to the factory, this is done increase the

awareness.

5 To arrange weekly meeting at level review the marketing

operation.

6 Appointment of stockiest in sub urban areas as well as in the

flehsils.

7 Distribution channel should be checked and maintained regularly.

8 Regular reporting of the progress of the union should be done at

head office and advice form the head office should be sought.

Chapter 3

1 Data Analysis

2 Summary Of Finding

3 SWOT Analysis Of Aanchal Dairy Industry

Data Analysis

1) Which way do you presently buy milk & its product?

Table 2

Aanchal 35%

Other Dairy 15%

Local Milkman 50%

Finding:

50% of the total milk market is being captured by the local

milkmen’s.

And is is only having 35%market share of the whole milk market.

Market share of other dairy product is only 15%.

2) On what feature of the following, you are not totally satisfied?

Table 3

AanchalOther Dairy Milk-Man

Quality 25 35 30

Pricing 40 20 20

Product Available 55 15 60

Finding: The persons who look for the quality products mostly use

Aanchal but because of improper availability of Aanchal products they

prefer to buy from local milkman.

3) Have you seen the advertisement of the products of?

(a) Aanchal(b) Other dairy

Aanchal other dairy

Yes 90 60

No 10 40

Table 4

Finding: Only Aanchal does properly ad campaign others depend only on whisper marketing.

4) When you buy milk or its product, how important is each of the following factors in your decision?

Extremely Imp.Very Imp.Somewhat Imp.Not at all

Quality 40 40 18 2

Service 30 50 15 5

Price 15 40 25 20

Table 5

Finding: For most of the consumers quality of milk is the most

important factor which influences their decision to purchase milk from

particular source.

5) How do you rate the following features given below?

Aanchal Other Dairy Local Milkman

Poor Good Excellent Poor Good Excellent Poor Good Excellent

Quality 10 60 30 30 55 15 70 20 10

Service 15 75 10 60 25 15 5 60 35

Pricing 30 50 20 50 40 10 10 60 30

Product Availability 20 50 30 80 18 2 55 40 5

Table 6

(a) Quality:

Finding: Most of the consumers believe that the products of aanchal are of good quality.

(b) Services

Finding: The services of local milkman are perceived to be much better than the services of Aanchal.

(C) Pricing

Finding: The prices of the Aanchal products are higher then the other dairy products and milkman’s prices.

(d) Product Availability

Finding: Here also the consumers are rating higher other dairies in the

case of availability various products in the market by the other dairies,

Aanchal and milkman.

6) If you have to change your current way of purchasing milk or it's product which would be your first choice?

Through Aanchal 45

Through Other Dairy 15

Through Milkman 40

Table 7

Finding: In spite of looking to the other sources consumers will prefer

Aanchal.

FINDINGS:

We analysis the data and given result is given below:

1. More then 50% of markets is being captured by local vendor.

2. The persons who look for quality products mostly use Aanchal but

because of improper availability Aanchal they prefer to buy it from local

milkman.

3. Only Aanchal does proper ad campaign. Others depend only on

whisper marketing.

4. For most of the consumers quality milk is the most important factor

which influences their decision to purchase milk from a particular

source.

5. Most of the consumers believe that the products of aanchal are of

best quality.

6 The services of the local milkman are perceived to be much better

than the services of Aanchal.

SWOT ANALYSIS OF AANCHAL DAIRY INDUSTRY

Strengths:

Demand profile: Absolutely optimistic.

Margins: Quite reasonable, even on packed liquid milk.

Flexibility of product mix: Tremendous. With balancing

equipment, you can keep on adding to your product line.

Availability of raw material: Abundant. Presently, more than 80

per cent of milk produced is flowing into the unorganized sector,

which requires proper canalization.

Technical manpower: Professionally trained, technical human

resource pool, built over last 30 years.

Weaknesses:

Perishability: Pasteurization has overcome this weakness

partially. UHT gives milk long life. Surely, many new processes

will follow to improve milk quality and extend its shelf life.

Lack of control over yield: Theoretically, there is little control

over milk yield. However, increased awareness of developments

like embryo transplant, artificial insemination and properly

managed animal husbandry practices, coupled with higher income

to rural milk producers should automatically lead to improvement

in milk yields.

Logistics of procurement: Woes of bad roads and inadequate

transportation facility make milk procurement problematic. But

with the overall economic improvement in India, these problems

would also get solved.

Problematic distribution: Yes, all is not well with distribution.

But then if ice creams can be sold virtually at every nook and

corner, why can’t we sell other dairy products too? Moreover, it is

only a matter of time before we see the emergence of a cold chain

linking the producer to the refrigerator at the consumer’s home!

Competition: With so many newcomers entering this industry,

competition is becoming tougher day by day. But then competition

has to be faced as a ground reality. The market is large enough for

many to carve out their niche.

Opportunities:

"Failure is never final, and success never ending”. Dr Kurien bears

out this statement perfectly. He entered the industry when there were

only threats. He met failure head-on, and now he clearly is an

example of ‘never ending successes! If dairy entrepreneurs are

looking for opportunities in India, the following areas must be tapped:

Value addition: There is a phenomenal scope for innovations in

product development, packaging and presentation. Given below

are potential areas of value addition:

o Steps should be taken to introduce value-added products like

shrikhand, ice creams, paneer, khoa, flavored milk, dairy

sweets, etc. This will lead to a greater presence and flexibility

in the market place along with opportunities in the field of

brand building.

o Addition of cultured products like yoghurt and cheese lend

further strength - both in terms of utilization of resources and

presence in the market place.

o A lateral view opens up opportunities in milk proteins

through casein, caseinates and other dietary proteins, further

opening up export opportunities.

o Yet another aspect can be the addition of infant foods,

geriatric foods and nutritional.

Export potential: Efforts to exploit export potential are already

on. Aanchal is exporting to Bangladesh, Sri Lanka, Nigeria, and

the Middle East. Following the new GATT treaty, opportunities

will increase tremendously for the export of agri-products in

general and dairy products in particular.

Threats:

Milk vendors, the un-organized sector: Today milk vendors are

occupying the pride of place in the industry. Organized dissemination of

information about the harm that they are doing to producers and

consumers should see a steady decline in their importance.

The study of this SWOT analysis shows that the ‘strengths’ and

‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’. Strengths and

opportunities are fundamental and weaknesses and threats are transitory.

Any investment idea can do well only when you have three essential

ingredients: entrepreneurship (the ability to take risks), innovative

approach (in product lines and marketing) and values (of quality/ethics).

The Indian dairy industry, following its delicensing, has been attracting

a large number of entrepreneurs. Their success in dairying depends on

factors such as an efficient yet economical procurement network,

hygienic and cost-effective processing facilities and innovativeness in

the market place. All that needs to be done is: to innovate, convert

products into commercially exploitable ideas. All the time keep

reminding yourself: Benjamin Franklin discovered electricity, but it was

the man who invented the meter that really made the money!

Chapter 4

Suggestion & Recommendations

Recommendations

Following are the recommendations/suggestion, which we are giving to automobile companies as follows:

1 We would recommend Aanchal to improve and change the product

line frequently as possible, which is the key factor for Aanchal

Dairy.

2 We would recommend Aanchal to improve the product availability

status and focus more on product awareness.

Chapter 5

Conclusion

1 Aanchal has more sales than others, which is reflected in the data

acquired from the companies and the customers.

2 The success of Aanchal is because of the introduction of good

quality productes, which provide them with an edge over their

competitors.

3 There are two PLANTS of AANCHAL in UATTRANCHAL. This

helps them to serve the customers better, which in turn leads to

better brand image and gain the trust of the customers.

Questionnaire

1) Which way do you presently buy milk & It’s product?

Through AanchalThrough Other DairyThrough local Milkman

2) On what features of the following, you are not totally satisfied?

QualityServicePricingProduct Availability

3) Have you seen any ads of these?

YES NO

IF YES, from

News paper ad

T.V ad

Magazine ad

Others

4) Do you recall any of the ads you have seen on T.V or

PRINTED?

Please describe:

i)……………………………………………………………………

ii)

……………………………………………………………………

5) When you buy milk or it’s product, how important is each of

the following factors in your decision?

Extremely Imp Very Imp Some what Imp Not at all Imp

d) Quality

e) Service

f) Pricing

g) Product Availability

Others (specify) ……………………………………………………

6) How do you rate the following features given below?

POOR-------------------GOOD-------------EXCELLENT

The rating lies from 1-----------2-------------3-----------4----------5

Features Aanchal Other DairyQuality Service PricingProduct Availability

7) If you have to change your current way of purchasing a milk

product tomorrow, which way would be your first choice?

Through AanchalThrough Other DairyThrough local Milkman

Others…………………………………

NAME:

Phone No:

ADDRESS:

Bibliography

Commodity Availability for Food Distribution Programs

By Nutrition, and Forestry

Sale and Distribution of Dairy Products

The Dairy Revolution: The Impact of Dairy Development in India by Wilfred Candler, Nalini Kumar, Wilfred V Chandler - Business & Economics

Website:ucdfaanchal.org

www.ua.nic.in

www.google.com

We took the data from the “overdrive magazine” and some data from the “Pamphlets”