A

RESEARCH REPORT
ON

"CONSUMER PERCEPTION EVALUATION

[MOTHER DAIRY FIRM]"
SUBMITTED IN FULFILLMENT OF THE REQUIREMENT
FOR
MASTER OF BUSINESS ADMINISTRATION
(MAHAMAYA TECHNICAL UNIVERSITY, NOIDA)
(2010-12)

UNDER THE GUIDANCE OF: SUBMITTED BY

MRS. RUCHI BANSAL TEJ PAL
( H.O.D OF MBA DEPT.) MBA - IVTH SEM.
ROLL NO. 1041270027

ARYAN INSTITUTE OF TECHNOLOGY

JINDAL NAGAR, GHAZIABAD

0
 ACKNOWLEDGEMENT

This part is devoted to the persons whose immense support and help made it possible to

complete this project report.

First of all I am grateful to MOTHER DAIRY FIRM in particular for allowing me to

work in the “export procedure & documentation” on stainless steel.

Last but not least, I would like to express my deep gratitude and thanks to Mrs. Ruchi

Bansal –(H.O.D OF MBA DEP.T) They used to enlighten me by them current and

precious teaching with latest example so that I completed my Dessertative project.

TEJ PAL
MBA - IVTH SEM.
ROLL NO. 1041270027

1
 STUDENT’S DECLARATION

I hereby declare that this project report on the Topic “Consumer Perception Evaluation”

is an original work done by me under the guidance of Mrs. Ruchi Bansal –(H.O.D OF

MBA DEP.T), Ghaziabad. This is submitted in fulfillment of Master of Business

Administration.

TEJ PAL
MBA - IVTH SEM.
ROLL NO. 1041270027

2
 CONTENTS

 ACKNOWLEDGEMENT 1

 DECLARATION 2

1. EXECUTIVE SUMMARY 4

2. INTRODUCTION 5

3. OBJECTIVE OF STUDY 9

4. COMPANY PROFILE 10

5. PRODUCT’S PROFILE 19

6. 4P’s MARKETING 31

7. KEY SUCCESS FACTOR’S 34

8. RESEARCH METHODOLOGY 35

9. FINDINGS & ANALYSIS 37

10. SUGGESTION’S 52

11. LIMITATION’S 53

12. CONCLUSION 54

13. QUESTIONNAIRE 58

14. BIBLIOGRAPHY 60

3
 EXECUTIVE SUMMARY

COMPANY: MOTHER DAIRY FIRM

PRODUCT: Dairy products.

PROJECT TITLE: Consumer perception Evaluation .

Through of the research methodology we define the research design & source of data,

whatever used in mother dairy firm.

On the basis of research methodology, we focus on 4’Ps of marketing:-

 Exploring current market scenario, major players and products being offered by

them.

 Selecting Segments for Targeting and selling dairy products.

 Estimation of dairy Products Market in India.

 Evaluating obstacles in expanding business in India.

4
 INTRODUCTION

The Indian Dairy Sector - Fact Sheet

From a milk deficient country in the early 1960s, India has emerged as the world’s largest

producer of milk. By 2003, milk production touched the 88 million tones (MT) mark. By

2002-03, under the National Dairy Development Board (NDDB), and Operation Flood,

11.4 million cattle farmers had been organized into 103,281 dairy cooperatives. Their

collection of milk was estimated at 84.6 million liters and their earnings were in the

region of Rs 50 billion. Twenty-two state federations were affiliated to NDDB till 2002-

03. However, except for Amul, most of the state federation brands are regional. These

include Verka in Punjab, Nandini in Karnataka, Vijaya in Andhra Pradesh, Saras in

Rajasthan, Anchal in Uttaranchal, Mother Dairy in Delhi and Calcutta. Though they

dominate the liquid milk market in their own states, due to lack of standardization, the

value-added products, such as butter, cheese, etc. of these brands, have not been able to

gain a national presence. Amul and, now Mother Dairy, are the only two brands that have

acquired a national presence. Nearly 46 per cent of the total milk production – i.e. 42.5

million tones – is consumed as liquid milk. 47 per cent is converted into traditional

products like cottage butter, ghee, paneer, khoya, curd, etc. Only 7 per cent of the milk is

used in the production of western products like milk powders, processed cheese, and

processed butter. The unorganized sector accounts for more than 50 per cent of all milk

and dairy products. Out of a total production of milk and dairy products worth Rs 1600

billion in 2003-04, traditional dairy products accounted for Rs 990 billion and the

5
organized sector’s share is about Rs 230 billion. About 60 per cent of the installed

processing capacity is in the cooperative sector.

The Dairy Movement in India

The dairy cooperative movement in India continues to be unparalleled in the world in

terms of its scope and scale. Launched in the Kaira district of Gujarat during India's

independence, farmers were encouraged to form a cooperative to counter exploitatively

low prices offered for their milk by the monopoly milk supplier, Polson Dairy. The Kaira

cooperative launched its operations in 1946 and operated at two levels. The primary

village dairy cooperative society of milk producers collaborated with others in the district

to form the milk producers union, which procured and processed the milk. The union

processed the milk that was procured from the village dairy cooperatives at its processing

plants. In addition to collecting surplus milk, the Kaira union assisted members in

expanding production. The father of the Indian dairy movement was Verghese Kurien. A

mechanical engineer from the Michigan State University, US, Kurien helped India to

become the largest producer of milk in thecountry. As the number of district unions

increased, the Kaira cooperative was transformed into the Gujarat Milk Marketing

Federation Ltd (GCMMF) under the chairmanship of Kurien. GCMMF coordinated the

operations of the union and marketed milk and milk products. As the operations were

based in Anand, Gujarat, this came to be known as the Anand model. This model was

replicated across India. In 1965, NDDB was formed under the chairmanship of Kurien

and was mandated with the task of building cooperative dairies across the country.

Operation Flood was launched in 1970, which sought to establish dairy cooperatives

across India, get rid of middlemen, remove seasonal price variations and make it

6
economically viable for farmers to undertake production and distribution of milk.

Operation Flood achieved phenomenal success: trebling India's annual milk production

from 21 million tones in 1968 to 74 million tones in 1999. Nearly 9 million small

producers in 74,000 villages began supplying hygienic and fair priced milk to 300 million

consumers and earning revenues of Rs 25 billion in the process.

Of the Rs 2 billion invested by World Bank in the second phase of Operation Flood, the

net return to the rural economy has been in the region of Rs 240 billion. per year over a

period of ten years or a total of Rs 2.4 trillion in all. No other development programmed

in the world has achieved such success. Several countries like Sri Lanka, Bangladesh,

Nepal, the Philippines, Malaysia and some African countries have decided to implement

similar projects.

The Liquid Milk & Milk Products Market

Out of a total production of 88 mt of milk, 46per cent is consumed as liquid milk. Less

than 30 per cent of milk production – i.e. 26.4 mt – is packaged. Currently barely 778 out

of 3,700 cities and towns are served by the milk distribution network, dispensing

hygienically packed wholesome, quality pasteurized milk. According to one estimate, the

packed milk segment would double in the next five years.

The effective milk market is largely confined to urban areas, inhabited by over 25 per

cent of the country's population. In urban India, an estimated 50 per cent of the total milk

produced is consumed by a population of roughly about 350 million. The expected rise in

urban population would be a boon to Indian dairying. Of the three A's of marketing -

availability, acceptability and affordability, the dairy sector is at an advantage since

Indians are a milk loving people. However what continues to be a challenge is the

7
affordability factor. Volume sales could dramatically increase if small packs of 250 ml

or less is made available. Sales of milk powders in mini-sachets, for two cups of tea or

coffee, could also help in increasing volumes.

Flavoured Milk is increasingly becoming the toast of the milk market. The overall market

for flavoured milk in India is estimated to have grown 27 per cent in value terms in

2004-05. Milk-based drinks are the flavour of the season as consumers seek healthy

lifestyles. Nestlé’s Fruit and Milk and Amrit Foods’ Gagan are the two brands that have a

significant presence in this segment Diet Milk, Fortified Milk and other such niche

categories are expected to grow. Gagan, the Amrit Foods brand, has launched a Diet Milk

which is recommended for people with high cholesterol and blood pressure since it has

just 0.5 per cent fat content. This is a long shelf life product.

Ultra Heat Treatment (UHT) milk or long-shelf-life milk sales is estimated to be in the

region of 70 million litres and the segment is growing at a healthy pace of 20-25 per cent

per year.

Packaged curd and curd products – such as lassi, buttermilk, chaos, set dahi, mishti doi,

etc. – are new products and are witnessing a rapid pace of growth. In terms of volumes

this just comprises 5 per cent of dairy products, but they are growing at 10 per cent per

annum. Flavoured yoghurt, which is popular in the West, however, has not been

successful in India.

Traditional products, such as paneer, mithai, khoa and khoa-based sweets, which are

available in the unorganized market, are a huge segment. Apart offers traditional Indian

sweets, the organized sector has not tapped into the potential that this sub-category offers.

8
 OBECTIVE OF THE STUDY

The objective behind the research was to find out the perception about different milk

brands and the criteria for selection of a milk brand along with the kind of service that the

consumers expect from the different players.”

9
 COMPANY PROFILE

MOTHER DAIRY

Since 1974, millions of consumers in Delhi have been waking up to the goodness and

freshness of mother dairy milk. Mother-Dairy has established itself as and Integral part of

their lives is it in terms of providing pure, wholesome milk of rich, delicious milk

products.

The drop logo used by cooperatives across the country is a symbol of purity and

freshness, qualities, which mother dairy over the years has come to be closely associated

with.

Available at a store nearest to you be it your local kirana store, the largest supermarkets

into he city or their very don exclusive milk shops, Is it any wonder that mother dairy

today enjoys almost 75% of the market shae for the branded milk in Delhi and more

importantly that special place in every Delhites life. Mother Dairy markets & sells dairy

products under the Mother Dairy brand (like Liquid Milk, Dahi, Ice creams, Cheese and

Butter), Dhara range of edible oils and the Safal range of fresh fruits & vegetables, frozen

vegetables and fruit juices at a national level through its sales and distribution networks

for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy

cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers /

growers associations. Mother Dairy also contributes to the cause of oilseeds grower

cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to

nationally market all Dhara products. It is Mother Dairy’s constant endeavor to

10
(a) Ensure that milk producers and farmers regularly and continually receive market

prices by offering quality milk, milk products and other food products to consumers at

competitive prices and;

(b) Uphold institutional structures that empower milk producers and farmers through

processes that are equitable.

At Mother Dairy, processing of milk is controlled by process automation whereby state-

of-the-art microprocessor technology is adopted to integrate and completely automate all

functions of the milk processing areas to ensure high product quality/ reliability and

safety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified

organization. Moreover, its Quality Assurance Laboratory is certified by National

Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of

Science and Technology, Government of India.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of

Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of

66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and

undertakes its marketing operations through around 14,000 retail outlets and 845

exclusive outlets of mother dairy

The company’s derives significant competitive advantage from its unique distribution

network of bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams

11
launched in the year 1995 have shown continuous growth over the years and today boasts

of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures

and markets a wide range of dairy products that include Butter, Dahi, Ghee, Cheese, UHT

Milk, Lassi & Flavored Milk and most of these products are available across the country.

The company markets an array of fresh and frozen fruit and vegetable products under the

brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more

than 20,000 retail outlets in various parts of the country. Fresh produce from the

producers is handled at the Company’s modern distribution facility in Delhi with an

annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is

also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling

capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies

quality products in the international market. With increasing demand another state-of-the-

art fruit processing plant has been set up at Bangalore with fruit handling capacity of

around 250 MT per day.

Mother Dairy has also been marketing the Dhara range of edible oils for the last few

years. Today it is a leading brand of edible oils and is available across the country in over

2,00,000 outlets. The brand is currently available in the following variants: Refined

Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil,

Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Mother Dairy has also launched

extra virgin Olive Oil under the Daroliva brand.

Mother Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to

12
deliver a range of delicious products and bring a smile on your , Mer Dairy shall strive to

remain one of India’s finest food companies.

Mother Dairy is a leading marketer of dairy products and fruit & vegetable products in

the Indian sub-continent. Its unwavering commitment to quality, state-of-the-art

technology, and the use of superior ingredients enable it to offer a wide range of world-

class products. In addition to its market leadership in India , Mother Dairy is also active

in the global arena, exporting its range of dairy products to various international markets.

In recent years, the brand’s fruit pulp, pastes, purees, and concentrates have evokes

tremendous demand across the globe. To cater to this demand, Mother Dairy has set up a

100 per cent Export Oriented Unit with a capacity for processing over 15000 metric In

addition to its market leadership in India, Mother Dairy is also active in the global arena,

exporting its range of dairy products to various international markets. In recent years, the

brand's fruit pulp, pastes, purees and concentrates have evoked tremendous demand

across the globe. To cater to this demand, Mother Dairy has set up tones of fresh produce

annually. Moreover, a new state-of-the-art plant with an installed capacity for processing

10 metric tones of fruit per hour is being set up at Bangalore. The units are ISO 9001-

2000 and HACCP certified, and the products are Kosher certified.

As another step towards providing quicker and better service to its international

customers, Mother Dairy has established a marketing office in Rotterdam. With a view to

ensuring world-class quality on a consistent basis, Mother Dairy focuses on delivering

value at every stage - right from the farm to the plant. Best ingredients. Streamlined

13
processes. Reliable customer service. These are the aspects that make Mother Dairy an

outstanding brand.

Mother Dairy Delhi

"Mother Dairy" is the single largest brand of milk in India as well as in Asia, marketing

about 2.2 million litres of milk per day. Mother Dairy commands 40% market share in the

organized sector in and around Delhi, primarily because of consistent quality and service

-what ever be the crisis-floods, transport strike, curfew etc. Mother Dairy, Patparganj,

Delhi, is presently manufacturing & selling around 8.5 lakh litres per day of toned milk

through bulk vending shops. Additionally, around 13.5 lakh liters of milk per day in poly

packs is marketed by Mother Dairy. This milk is got custom packed from the units of

various State Federations.

Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points

(HACCP) and IS-14001:1996 Environments Management System (EMS) Certified

organisation.Mother Dairy was the first Dairy in the country to implement ISO-

14031(Environments Performance Evaluation) project. The company’s Quality Assurance

Laboratory is ISO/IEC-17025:1999 certified by NABL (National Accreditation Board for

Testing and Calibration Laboratory), Department of Science & Technology, India. This

provides assurance to the consumer in respect of Quality and Safety of products

manufactured and marketed by Mother Dairy.

The National Dairy Development Board (NDDB) commissioned Mother Dairy in the first

phase of Operation Flood in 1974. Considering the success of Dairy industry NDDB

14
established Fruit & Vegetable Project in Delhi in 1988 with "SAFAL" as its umbrella

brand.

The company is a highly trusted household name for its wide range of milk products like

Milk, Flavored Milk, Ice-Cream, Dahi, Lassi, Table Butter, Dairy Whitener, Ghee etc.

The application for the award is being made for Mother Dairy, Delhi unit.

Mother dairy has taken up the concept of Total Productive Maintenance (TPM) whole

heartedly. The number of employees involved in KAIZENS and the no.of KAIZENS per

employee are very encouraging. Mother Dairy is a member of CII-TPM Club and the

KAIZENS done by Mother Dairy employees have been selected and presented in 2nd,

3rd, 4th, 5th and 6th National Kaizen Conferences held from time to time during the last

three years. Our TPM efforts have resulted in increase in MTBF and decrease in MTTR,

quality improvement, Cost reduction and reduction in accidents.

Mother Dairy has received "Best Productivity Performance" award for three consecutive

years starting from 1987-88 to 1989-90 and again from 1995-96 to 1997-1998 from

National productivity Council and a commendation Certificate for Rajiv Gandhi National

Quality Award, National Energy Conservation Award - 2004, Oil and Gas Conservation

Award - 2004 and 2005, Indian Innovation Award - 2004 and Safety Initiative Award -

2005.

From a milk deficient country in the early 1960s, India has emerged as the world’s

largest producer of milk. By 2003, milk production touched the 88 million tones (MT)

mark. By 2002-03, under the National Dairy Development Board (NDDB), and

Operation Flood, 11.4 million cattle farmers had been organized into 103,281 dairy

cooperatives. Their collection of milk was estimated at 84.6 million litres and their

15
earnings were in the region of Rs 50 billion. Twenty-two state federations were affiliated

to NDDB till 2002-03. However, except for Amul, most of the state federation brands are

regional. These include Verka in Punjab, Nandini in Karnataka, Vijaya in Andhra

Pradesh, Saras in Rajasthan, Anchal in Uttaranchal, Mother Dairy in Delhi and Calcutta.

Though they dominate the liquid milk market in their own states, due to lack of

standardization, the value-added products, such as butter, cheese, etc. of these brands,

have not been able to gain a national presence. Amul and, now Mother Dairy, are the only

two brands that have acquired a national presence.

Nearly 46 per cent of the total milk production – i.e. 42.5 million tonnes – is consumed as

liquid milk. 47 per cent is converted into traditional products like cottage butter, ghee,

paneer, khoya, curd, etc. Only 7 per cent of the milk is used in the production of western

products like milk powders, processed cheese, and processed butter. The unorganized

sector accounts for more than 50 per cent of all milk and dairy products. Out of a total

production of milk and dairy products worth Rs 1600 billion in 2003-04, traditional dairy

products accounted for Rs 990billion & 60 per cent of the installed processing capacity is

in the cooperative billion and the organized sector’s share is about Rs 230 billion. About

sector.

16
17
Energy Consumption

There has been

steady decrease
in Electrical &
Thermal
consumption per
equivalent Lakh
Liters. UNIT 2004-05 2005-06 2006-07

Annual milk production Lakh litres 2525.8 3073.3 3047.75

Totalelectricalenergyconsumption /annum Lakh Kwh 98.25 117.28 113.39
Specificenergyconsumption-Electrical Kwh/Lakh 3889.86 3816.09 3720.45
TotalThermal(Fuel)consumption/annum
Mkcal 5653.63 6650.13 6092.73

Specificenergyconsumpti
on-Thermal(Fuel) Mkcal/Lak 2.24 2.16 2.00
THERMAL(FUE
YEAR ELECTRICITY L)
%redu
ctiono
Consumption %reductionover2002 Consumption ver200
(Kwh/Lakh) -2003 (Mkcal/Lakh) 2-2003

2005-06 3889.86 - 2.24 -

2006-07 3816.09 1.90 2.16 3.33

3720.45 4.36 2.00 10.69

18
MODERN SCIENTIFIC PROCESSING OF MILK:

1. CLARIFICATION:-To process milk at mother dairy, the milk is first clarified.

this is done in a clarifier which spins the milk at a very high speed, as a result of

which the dirt particles are thrown out and drained.

2. HOMOGENISATION:- At Mother Dairy the milk is also homogenized. This

ensures that the customer get uniform amount of cream in their milk. In this

process the milk pumped at a very high pressure turning the cream into tiny

droplets thus distributing the fat throughout the milk. These droplets do not float

at the surface to form a creamy layer. That is why no creamy layer appears when

Mother Dairy milk is boiled at home. Mother Dairy shops sell homogenized toned

milk which contains 3% fat even though you cannot notice it

3. PASTERURISATION:- The milk is then pasteurized to make if safe for human

consumption. This process destroys any disease causing bacteria and also

increases the shelf life of the milk. During pasteurization the milk is heated to 72

degree Celsius for 15 seconds and then rapidly cooled down to 4 degree Celsius.

This process, unlike boiling, does not affect the nutritional value of the milk.

Pasteurized milk is safe to drink without boiling at all times as long as it is kept

cool.

19
 4. FORTIFICATION WITH VITAMIN A:- Toned milk during processing is

fortified with vitamin A. The deficiency of vitamin A can lead to night blindness

and skin horning.

DESPATCHING OF MILK:- After processing, the milk is chilled and stored in silos

and further chilled at about 2degree Celsius by the glycol chilling system, and then

dispatched to the milk shops in insulation road milk tankers. Prior to the milk being

dispatched in tankers, it is tested for quality to make sure that it meets the quality

standards. When the tanker arrives at the shop the milk is transferred into a large tank

kept under refrigeration.

5. MAKING THE MILK AVAILABE:- The control room vital to the efficient

distribution of milk over 1600 shops across the city. It organizes the tanker routes

and its staff is responsible for ensuring that he shops o not run out of milk. ach

milk tanker is fitted with a wireless set. As soon as the in charge at the control

room learns that a particular shop is running out of milk, he contacts the tanker

nearest to the shop on the wireless which then delivers the extra milk to it.

6.QULITY CONTROL ALL THE WAY:- A final quality check of the milk is also

made at the shop itself. This ensures that the milk reaching the customer is of same

quality as dispatched from the Dairy.

20
 PRODUCT PROFILE

Curds

Dahi (curds) in convenient packs has been launched by the Delhi Mother Dairy. It is

priced at Rs 4 for a 100 gram cup, Rs 7 for 200 grams and Rs 12 for 400 grams. These

packs are available at all the Mother Dairy milk shops and select retail outlets in Delhi

and surrounding areas. Now, when you forgot to set the curd or have a sudden party or

when the curd just doesn't set in the winters, just walk into the friendly neighborhoods

Mother Dairy milk shop or outlet and get a oh-so-creamy swanky new hygienic pack of

Dahl. Or, you could just pick up a cup as a health snack on-the-go.

Khoa

The goodness of milk comes in sleek packs of khoa from Hatsun Agro Product Ltd,

Chennai (Madras). Prepared from pure cow's milk, "Dairy Choice" khoa comes in blister

packs which retain the flavors and freshness of the delicacy. For the diet-conscious, 30

gms of khoa is equivalent to 200 ml of milk. "Dairy Choice" comes in mini packs (30

gms) to economy packs (500 gms). For more information,

.Cheese

21
On the other hand, the mixing of defined strains as above ensures predictability of

performance. It offers scope for production of customer-specific cultures that can be

adapted to the customer's process and milk quality. It also renders possible the production

of cultures with unbalanced combination of bacteria strains, which is not possible under

the traditional bulk starter system. This would make it possible to produce a much wider

variety of products (cheese types) with new and more efficient techniques at lower cost.

Apart from defined costs, costs that cannot be defined easily but which are now assuming

a greater importance in an increasingly competitive environment are cost of rejections

which have largely been ignored to date. DVS cultures reduce considerably the risk of

rejections on account of poor culture quality and therefore earn valuable goodwill for the

cheese manufacturer

NEW PRODUCTS: Mother Dairy Has Introduced Delicious Masti Doi, Dahi

,Flavored Milk ,Lassi, Butter, Pure Ghee, Huts Milk ,Dairy Whiter Cheese Etc.

OTHER PRODUCTS: Mother Dairy Has Also Been Marketing Other Product

Through Retail Net Work. These Products Are Safal Select Frozen Vegetables, Jams,

Ketch-Up, Pickel, Mongo Drink Fruit Guises, Paneer, Vijaya’s Sterilized Cream, Butter

Milk, Dhara Oil….

MILKING POUCHS:

Reception of milk

Chilling of milk

Storage tank

22
 Standardization

Pasteurization

Storage tank

Pouch filling machine

DETAILS :-

From storage tank milk goes to pouch filling machine. First of all milk comes in

hopper of machine, and then it is filling in pouch which are horizontally and vertically

sealed automatically in machine. The polythene of pouch from roller which is set on back

side of machine. The volume of milk can be set by knobs of machines. The capacity of

pouch filling machine is 80 pouches per minute max. Tap water is used to cool both the

sealers

QUALITY CONTROL:

ANALYSIS OF MILK AND MILK PRODUCTS

At the Dairy stringent hygienic standards are maintained. The milk in the tankers is first

checked for quality and then unloaded into huge insulated stainless steel storage tanks.

These tanks have a capacity of 1akh liters each, the presence of adulterants (impurities)

like urea, neutralizers, preservatives and germs like bacteria are checked. All these test

ensure that only good quality milk is accepted. Once empty tankers are thoroughly

cleaned and sanitized using acid. The tankers are then finally rinsed with water.

AWARDS:

1. National energy conservation award from ministry of power in 2004.

23
 2. Oil & gas conservation award for exemplary works in energy conservation form

ministry of petroleum &natural gas in 2004.

3. 3. Indian innovation award-2005 for innovation in food chain through milk

distribution through bulk vending system and change in supply chain of fruits and

vegetable.

Mother Dairy – Piyo pure.

Full Cream Milk – The purity of mother dairy full cream milk, mother dairy full The

milk, mother dairy full cream milk wholesome and healthy, packed with enemy and

nutrition that’s essential for growing kids. It makes them stronger from within and keeps

them active and healthy. 19 Rs/kg.

Toned Milk – The purity of mother dairy toned milk. Mother dairy toned milk – a perfect

blend of good health and wholesome taste. It’s an ideal choice for people in search of a

nutritive balanced diet the does not compromise on taste. Mother Dairy to ned milk with

a balanced cream content is the right way to stary fit and fine, jolly and cheerful.

Milk fat – 30% & SNF – 8.5%, Rs. 5 /kg.

Double Toned – Mother Dairy double toned milk-tasty and nutritious, with law fat

content. A dream come true, especially for all health conscious people who love the taste

of milk but are war of its cream content. Mother Dairy double toned milk complements

your daily workout perfectly.

24
Milk Fat – 1.5% SNF – 9.0%, Rs. 13/kg.

TOKEN Milk – Mother dairy Taken milk-healthy and tasty to the last drop.

Homogenized to evenly distribute the cream content, It’s thicker and lot easier to digest.

It’s the magic of homogenization that makes your kheer tastier and snake frontier.

Fortified with vitamin A, which not only is good for your complexion but also helps

prevent right blindness.

Milk fat – 3% & SNF – 8.5%

Skimmed Milk – In skimmed milk, as much of the fat as in possible is removed, hence it

has around 45% calories less than full cream milk. Yet it continues to supply all the

nutrients that full cream milk does.

Milk Fat – 0.5% SNF – 8.7%, Rs. 11/kg.

Dairy Products
 The organized cheese market including its variants like processed cheese, cheese

spreads, mozzarella, flavored and spiced cheese, is valued at around Rs 4.5

billion. Processed cheese at 60 per cent of the overall market (6000 tonnes) is

estimated at Rs 2.7 billion and is growing at about 15 per cent annually. Cheese

spread has a share of around 30per cent of the total processed cheese market.

Demand for processed cheese is an urban phenomenon and the demand for cheese

cubes, slices and tins is growing. The flavored cheese segment however has been

declining. The demand for cheese is projected to grow from about Rs. 4.50 billion

in 2003-04 to Rs. 6 billion in 2006-07 and to over Rs 11 billion by 2014-15.

Cheese is becoming a popular item in the menu of all relatively affluent families.

25
 Slowly but surely, it will penetrate into the rural markets. While the cheese market

was growing at 20.6 per cent during the 1996-97 to 2001-02 period, the growth

rate between 2004-05 and 2009-10 is estimated at 9.4per cent. Amul, the

GCMMF brand, continues to dominate the market. Britannia Industries, which

sells processed cheese under the Milkman brand, is another key player. Foreign

brands like The Laughing Cow and the Dabur India-Bongrain joint venture,

Dabon International's Le Bon has also grabbed a significant share of the market.

Other foreign players too have prepared plans to launch their products.

 The market for dairy whiteners-creamers and condensed milk is valued at Rs 3

billion, with volumes of about 200 metric tonnes in 2004. The segment is growing

at the rate of 8-9 per cent over a 5-year period. Volumes are projected to go up to

284 metric tonnes by 2008-09. Nestle India (Everyday), Britannia and GCMMF’s

Amul are the key players in this segment. Sapan, Vijaya, Mohan, Parag and other

regional players too have entered the fray with their dairy whiteners and most are

available in pouches and tetra packs. There are plans to introduce mini-portion

cups as well. Amul has nearly 45per cent share of the market followed by Nestle

at 23 per cent. Britannia is the No. 3 player.

 The ice cream market is estimated to be in the region of Rs 15 billion per annum,

of which the organized sector is about Rs 9 billion (40 million litres). The

unorganized market is shrinking. A key issue in the ice cream industry is the

increase in excise levy – there have been six such hikes in five years. From a

specific levy of Rs 2 per litre in February 1994, it as been increased to 16per cent

ad valorem (equivalent to Rs 12 per litre) in 2000-01. GCMMF’s share in value

26
 terms is estimated at 27 per cent of the organized market, while Hindustan

Lever’s share has declined to just 8 per cent. Mother Dairy has a share of 7 per

cent and Vadilal too has 7per cent share.

Future Outlook

India is the largest milk producer and is all set to become the world's largest food factory.

Milk production is a relatively efficient way of converting vegetable material into animal

food. In a situation of increased international prices, lower availability of food aid and

foreign exchange constraints, in most developing countries milk and milk products will

not play the same role in nutrition as in the affluent societies of developed countries. In

other countries dairy industries have attempted to reach lower income consumers by

varying the compositional quality or packaging and distribution methods or blending

milk in vegetable ingredients in formula foods for vulnerable groups.

Effective demand will come mainly from middle and high income consumers in urban

areas. The growth of disposable incomes, change in family structures, more women

joining the work force and focus on healthy-nutritious and quality products are likely to

result in demand for a shift towards dairy products that are not just functional and

convenient but also meet the consumers’ aspiration needs. Therefore, there is a huge

potential for organized players to explore the prospects of offering traditional milk

products such as khoa and khoa-based sweets. Since regional differences exist – as has

been witnessed in the case of Amul’s shrikhand which sells good volumes in the western

region of the country but is not a fast moving item in other parts of the countries –

companies may have to offer a varied product portfolio, depending on regional tastes and

consumer preferences.

27
 CONSUMER BUYING BEHAVIROUR

The product comes under fast moving consumer foods (FMCG) and the product is

generally purchased as a convenience good. The general characteristics of this product

are: -

The customer usually purchases frequently, immediately, and with a minimum of effort.

The aim of marketing is to meet and satisfy target customer’s needs and wants. The field

of consumer behaviors studies how individuals, groups, and organization select, buy and

dispose of goods services, ideas, or experiences to satisfy their needs and desires.

INFLUENCING BUYER BEHAVIOUR

CULTURAL FACTORS:

Culture, subculture and social classes are particularly important in buying behaviors.

Culture is the fundamental determinant of a persons want and behaviors. The growing

child acquires a set of values, perceptions, preferences, and behaviors through his or her

family and other key institutions. A child growing up in the India is exposed to the

following values: -

Achievement and success, activity, efficiency and practicality, progress, maternal

comfort, individualism, freedom, external comfort, humanitarianism and youthfulness.

Each culture consists of smaller subcultures that provide more specific identification and

socialization for their members.

28
Subcultures include nationalities, religious, racial groups, and geographic regions. When

subcultures grow large and affluent enough, companies often design specialized

marketing programs to serve them. Such programs are known as diversity marketing.

SOCIAL FACTORS :

In addition to cultural factors, a consumer’s behavior is influenced by such social factors

as reference groups, family and social roles and statuses.

REFERENCE GROUPS:

A person’s reference group consists of all the groups that have a direct (face-to-face) or

indirect Influence on a person is called membership groups. Some membership groups

are primary groups, such as family friends, neighbors and co-workers, with whom the

person interacts fairly continuously and informally. People also belong to secondary

groups such as religious, professional and track union groups, which tend to more formal

and require less continuous interaction.

FAMILY:

The family is the most important consumer buying organization in society, and family

members constitute the most influential primary reference group. The family has been

researched extensively. We can distinguish between two families in the buyer’s life. The

family of orientation consists of parents and siblings. From parents a person acquires a

orientating towards religion, politics and economics and a sense of personal ambition,

self-worth, and love even if the buyer no longer interacts very much with his or her

parents, their influence on the buyer’s behavior can be significant. In countries where

29
parents live with grow children’s their influences can be substantial. A more influence on

every day buying behavior is the family of procreation namely, one’s spouse and

children.

ROLE AND STATUS:

A person participates in many groups’ family, in each group can be defined in terms of

role and status. A role consists of the activities a person is expected to perform each role

carriers a person is expected to perform each role carries a status. A Supreme Court

justice has more status than a sales manger and a sales manager has more status than an

office clerk. People choose products that communicate their role and status in society.

Various advertisements are shown based on emotional touch where mother gives her

child, husbands giving to wife. Such types of advertisement have made the suitable

example of social class.

PERSONAL FACTORS

Age and stage in the life cycle: - people buy different goods and services over a lifetime.

They eat baby foods in the early years, most foods in the growing and mature years and

special diets in the latter years. Taste in clothes, furniture and recreation is also age

related.

Occupation and Economics Circumstance: -

Occupation also influences consumption patterns. A blue-collar worker will buy worth

clothes, work shoes and lunch boxes. A Company president will buy expensive suits; air

travel and club membership marketers try to identify the occupational groups that have

above average interest in their products and services. A company can even tailor its

30
products for certain occupational groups: - Computer software companies for example

design different products for brand managers, engineers, lawyers, and physicians.

Product choice is greatly affected by Economic circumstances: - Spend

able income level, stability and time pattern saving and assets including the percentage

that is liquid debts, borrowing power and attitudes towards spending and saving.

Marketers of income sensitive goods continuously monitor trends in personal income,

savings and interest rates. It economic indicators point to a recession, marketers can take

steps to redesign, repositions and reprises their products so they continue to offer value to

target customers.

31
 4P’S OF MARKETING

The 4 P’s of marketing of Mother Dairy are as follows: -

1) Product –

Satisfaction suffices. But delight dazzles the average company will compete for customer

by conforming to her expectation consistently. But the winner will surpass them by

constantly exceeding her expectation, delivering to her doorstep additional benefits which

it would never have imagined possible. Mother – Dairy offer such products. The wide

variety products offered by the company Include -

 Mother – Dairy Milk

 Flavored milk

 Lassi

 Butter

 Vegetables (Safal)

2) Price –

Second of marketing is not another name for blindly lowering prices and relying on this

strategy alone to increase sales dramatically. The strategy used by mother dairy is for

matching the value that customer pays to buy the product with the expectation they have

about what the production is worth to them.

32
Mother dairy has launched various products that cater to all customer segments. Mother

Dairy provides various types of consumer (FMCG) products for every customer segment

has different price expectation from the product. Therefore maximizing the return

involves identifying right price level for each segment, and then progressively moving

through them because the main motive of every business is to earn profits and provide

good quality of products to their customers to fulfill their needs and wants of their

customer. The following are the various products of mother dairy.

3) Physical Distribution – “Place”

Marketers and finance manager need new terms to evaluate their business:

Distribution equity:

It takes much more time and effort to build, but once built, distribution equity is much

together to erode. The fundamental axiom of Indian consumer market is this: -

You can set up a state of the art manufacturing facility, hire the hottest strategies on the

block, swamp prime television with best Ads, but the end of its all you would be know of

selling your products. The cardial task before the Indian market is managing is to shoe-

horm its product on retail shelves. Buyers are playing for distribution equity not brand

equity and market shares.

Indian – Over 1 billion people, 155 million household has over 4 million retail outlets in

5351 urban markets and 552725 villages, spread cross 3.28 million sq. km. television has

already primed and population for consumption ahead of competition will give a hard –

to – overtake lead. But getting their means managing wild by different terrains - climate,

language, value system, life style, transport and communication network and your brand

equity isn’t going to help when it comes to tacking these issues. Own distribution

33
network consists of clearing and forwarding (C&F) agents & distribution stockiest. This

network of distribution can either contact wholesalers and which in turn retailers or the

distributors can contact to the retailers directly. One the stock product reaches retailers,

the prospective customers can have access to the product.

4) Promotion: -

If an advertisement is to communicate effectively, the receiver must at least half want it

to, and be prepared too take step toward the sender. If often both attracts and generates

arm feelings. More often than not a successful campaign has a stronger element of the

unexpected a quality that good advertising shares with much work while literature.

To penetrate into the inner recesses of her memory, communication must first ensure

exposure, grab her attention evoke her comprehension, grab her acceptance and then

extract retention competing with thousand of other units of communication trying to do

the same.

34
 KEY SUCCESS FACTORS OF MOTHER DAIRY

RESEARCH AND DEVELOPMENT:

With increasing competition in the market, R&D may become an important and

critical factor for success in newly emerging segments of the market. Indian players like

Amul are not able to launch SAFAL Vegetables in fast growing segment of the market, as

they don’t have appropriate technology.

PRICE:

Price can be used as a basis for competition in the Industry.

PRODUCT QUALITY:

Product quality in the presence time is a main key success factor. Customer can bargain

in the cost factor but not in the quality issue. Purity is the main USP of the Mother Dairy.

35
 RESEARCH METHODOLOGY

Data Collection: The source of collection is through primary data and secondary data.

The data gathered from various published sources, which include magazines like business

India and Business world. Newspapers like brand equity of the economic times, and the

websites of mother dairy etc. The primary data is collected with the help of Questionnaire

and we are doing the consumer survey in south Delhi.

Primary data was collected using the following techniques

Questionnaire Method

Direct interview Method and

Observation Method

The main tool used was, the questionnaire method.Futher direct interview method, where

a face to face formal interview was taken. Lastly observation method has been continuous

with the questionnaire method, as one continuously observes the surrounding

environment he works in.

Sources of secondary data

# Internet

#Magazines

# News paper

36
# Books

Procedure of research methodology

# Target geographic area was south Delhi

#to these geographic area questionnaires was given; the questionnaire was of a

combination of both open ended and closed questions

#the date during which questionnaire were filled was between six week

#finally the collected data and information was analyzed and compiled to arrive at the

conclusion and recommendations given

The project research is on exploratory conducted mainly on secondary data

search. Data is to be collected mainly through Internet, Magazines and Newspapers. The

secondary data was undertaken as it is easily accessible relatively in expressive quickly

obtained through secondary data raises the problem of usefulness to the current tasks (i.e.

the objective of research) as the objective of secondary data’s may e different care was

undertaken for the match of objective & relevance & accuracy of secondary data.

37
 Finding & analysis

DATA ANALYSIS & INTERPRETATION

TYPE OF MILK USED IN SOUTH DELHI HOUSEHOLDS

Q. 1 (Andrew ganj,green park ,hauj khas )

S.NO. TYPE OF MILK BRAND NUMBER OF USERS
1 MOTHER DAIRY ( PP ) 710

2 AMUL 111
3 DMS 107
4 PARAS 12
5 GOPAL JI 4
6 MOTHER DAIRY ( LOOSE ) 71
7 LOCAL LOOSE MILK 62
8 NESTLE 4
9 COMBINATION 121
TOTAL 1202

Q. 2 TYPE OF VARIANTS USED BY HOUSEHOLDS

S.

NO. TYPE OF VARIANTS NUMBER OF USERS

1 MOTHER DAIRY 710
A. FULL CREAM 149
B. TONNED 392
C. DOUBLE TONNED 67
D. SKIMMED 5
E. COMBINATION 97
1. FCM + TM + DTM 3
2. TM + DTM 19
3. FCM + TM 49
4. FCM + DTM 21
5. FCM + SM 2
6. FCM + DTM + SM 1

38
7. TM + SM 2

39
Q. 3. PACK SIZE OF POLYPACK NORMALLY USED
S. NO. PACK SIZE NUMBER OF USERS
1 ONE LITRE 830
2 HALF LITRE 207

Q. 4 PREFERENCE OF 200ML MILK PACK SIZ E

S. NO. OPTION
1 YES 154
2 NO 1048
TOTAL 1202

40
 Q.5 DAILY CONSUMPTION OF MILK PER HOUSEHOLD ( IN LITRES )
SLNO. AMOUNT OF MILK NUMBER OF USERS
1 LESS THAN 2 LITRES 459
2 BETWEEN 2-4 LITRES 637
3 MORE THAN 4 LITRES 106
1202

41
. 6. THE MILK IS USUALLY USED BY HOUSEHOLDS FOR :
S NO. MILK USES NUMBER OF USERS
1 DRINKING 610
2 TEA / COFFEE 474
3 CURD 116
4 OTHERS ( FOR PETS ) 2
TOTAL 1202

Q. 7. REASONS FOR USAGE OF CURRENT BRAND

SL NUMBER OF

NO. REASON USERS

1 QUALITY 665
2 BRAND IMAGE 202

42
3 EASY AVAILABILITY 209
4 LONG ASSOCIATION 118
5 RAPPORT / TERMS WITH SELLING / DEL. AGENT 5
6 OTHERS 3
TOTAL 1202

MD
1. ( PP )
Q. 8 A.. SATISFIED OR UNSATISFIED WITH THE CURRENT BRAND
S.NO. OPTION NUMBER OF USERS
AMUL
2.
1 YES 1126
2 NO → 76
1. MD ( PP ) DMS
3. 57
2. AMUL 4
3. DMS 2
4. MD ( LOOSE)
4. ( LOOSE) 6
MD
5. LOCAL LOOSE +
COMBINATIONS 7
TOTAL LOCAL
5. LOOSE
1202 +
COMBINATIONS

43
 B.REASONS FOR UNSATISFACTION

REASONS NUMBER OF USERS

POOR QUALITY 61
a. MD ( PP ) 45
b. DMS 2
c. AMUL 3
d. MD ( LOOSE ) 5
e. OTHERS 6

POOR BRAND IMAGE NIL

POOR AVAILABILITY 2
a. MD ( PP ) 2
b. DMS 0
LACK OF ASSOCIATION c. AMUL 0
d. MD ( LOOSE ) 0
a. MD ( PP ) 8
e. OTHERS 0
b. DMS 0
c. AMUL 0
d. MD ( LOOSE ) 0
e. OTHERS 1

SPOILED RAPPORT / TERMS WITH THE

AGENT NIL

OTHERS ( PRICE HIKE ) 4

44
a. MD ( PP ) 2
b. AMUL 1
c. OTHERS 1
45
Q. 9. SHIFT IN BRAND DURING THE LAST SIX MONTHS
A
S.NO. OPTION
1 NO 1141
55

2 YES

S. NO. REASONS NUMBER OF USERS

1 POOR QUALITY 46
2 POOR BRAND IMAGE 3
3 POOR AVAILABILITY 4
4 LACK OF ASSOCIATION 0
SPOILED RAPPORT / TERMS WITH THE

5 AGENT 2
6 OTHERS 0

46
B REASONS FOR SHIFTING

47
Q. 10. SOURCE FOR PURCHASE OF MILK

S. NO. SOURCE NUMBER OF USERS

1 BUY FROM BOOTHS
a. MD ( PP ) 527
b. AMUL 36
c. DMS 98
d. LOCAL LOOSE MILK 0
e. OTHERS 86

2 BUY FROM NEARBY KIRANA/GROCERY/RETAIL STORES

a. MD ( PP ) 90
b. AMUL 30
c. DMS 2
d. LOCAL LOOSE MILK 7
e. OTHERS 21

3 HOME DELIVERY
a. MD ( PP ) 93
b. AMUL 45
c. DMS 7
d. LOCAL LOOSE MILK 55
e. OTHERS 34

48
B
S.NO. OPTIONS NUMBER OF USERS
1 FREE OF CHARGE 129
2 SERVICE CHARGE 45

49
 SUGGESTION

• MOTHER DAIRY SHOULD MAINTAIN THE QUALITY OF MILK AND TRY

TO IMROVE IT ACCORDING TO THE CONSUMER DEMAND.

• RATES SHOULD BE MAINTAINED AT A PARTICULAR LEVEL. AND THEY

SHOULD BE IN ROUND FIGURES FOR AVOIDING THE PROBLEM OF

CHANGES.

• THERE SHOULD BE A BETTER AVAILABILITY OF MILK AT BOOTHS AS

WELL AS IN CASE OF HOME DELIVERY. LIKE IN CASE OF SKIMMED

MILK THERE ALWAYS EXISTS A SHORTAGE OF POLYPACKS.

50
• WORKING HOURS OF THE BOOTHS SHOULD BE INCREASED

ACCORDING TO THE CONVENIENCE OF THE COSTUMERS.

• THERE SHOULD BE A PROVISION OF FREE HOME DELIVERY FOR THE

SENIOR CITIZENS.

LIMITATION

o The external guide was hardly available due to much busyness in the business
works.

o Lack of adequate information due to secrecy maintained by the company & some
other reasons.

o We can’t communicate much, through of busyness nature of people.

o Some people have BIAS nature .

o Some people were not co-operative nature .

51
52
 Conclusions
1. In the given areas of South Delhi, the most selling brand of milk is Mother Dairy in

polypack (59.06 %). The second most selling brand is Amul (9.23 %). In fact DMS is

near to it with 8.90 % selling. The Loose milk or Token milk of Mother Dairy is on the

forth position (5.90 %). The Local Loose milk is also giving competition to Mother Dairy

Loose milk with 5.15 % selling. The rest are Paras, Gopalji, Nestle, and Combinations of

more than two brands (11.73 %).

2. A. In the 4 variants of Mother Dairy, the maximum sell is of TONNED MILK and in

the descending order they are as follows:

TONNED > FULL CREAM > DOUBLE TOONED > SKIMMED

The skimmed milk is least selling but there are complaints from the customers of its poor

availability.

B. In Amul variants the most selling is and others follow the following order.

C. In case of DMS the order is as follows:

D. Left are Paras, Gopalji, Nestle, and combinations of more than two brands. In this

category the order of variants selling is as follows:

3. From the survey it can be concluded that in polypacks the Pack Size normally

purchased is ONE LITRE. Only 19.96% customers prefer 1/2 LITRE pack size. For

carrying less number of polypacks they purchase 1 litre pack size. The households, which

have 2 or less than two family members, purchase only 500 ml milk. So they usually

prefer purchasing 1/2 litre pack size.

53
4. Very few people said yes for the purchasing of 200 ml pack size (12.81 %). The

consumer prefers 200 ml pack size only in the following cases.

A. For the tea / coffee of sudden guests (in case milk is not available at home).

B. For a very little daily consumption of milk (in case of single person).

5. The Daily consumption of milk is maximum between 2 to 4 liters (52.2%). This is

because most families in the given survey areas are having 2 to 4 family members. At the

second position there is less than 2 litres category (38.18%). The households which have

2 or less than 2 family members come in this category. The minimum number of users is

in more than 4 litres category (8.81%). This is because the number of joint families is

very few in the given areas. This shows that the daily consumption of milk is totally

dependent on the number of family members in a home.

6 (a) The milk is usually used by the house holds in drinking as milk or shakes 50.74%.

(b) For the purpose of tea & coffee milk is used by 39.43% consumer.

(c ) For the use of milk as curd % customers is 9.8.

7. Maximum number of consumer are using the current brand because of its

quality55.32%

(b) After the quality the second reason for choosing the brand is its easy availability

17.38% in fact the brand image has the similar % of 16.80

(c) 9.8% consumer are using the brand because of their long association with the that

brand

(d) very few people are associated with the rapport or terms with selling agent categories

54
8. from the survey it can be concluded that the maximum number of consumers are

unsatisfied because of the poor quality of the brand in case of MD(PP) has 57 cases in

which 45 cases are related with poor quality of milk consumers are also unsatisfied with

the poor availability of the milk brand image & rapport are also the reason for un

satisfaction in some cases.

9. (a )in the cases of brand sifting most consumer have changed their brand because of

the poor quality of their previous milk brand 83.63%.

(b) some consumer are also consider brand image & easy availability of the milk brand

for sifting 12.72%

(c) Very few consumers changed their previous brand because of rapport or terms with

the selling agent.

10. (a) In cases of Mother Dairy (pp) a large number of consumers Purchased from

booths 74.22%. The second source is home delivery 13.88%. The lefts are purchased

from the kirana stores or grocery stores.

(b) There is a grate percentage of home delivery in the cases of amul 40.54% of

consumers the second place of purchasing milk is booths 32.42% and others purchased

from the kirana and grocery stores 27.02%

(c) Out of 107 cases of DMS 98 cases are purchased from boots this shows a great

percentage. Only 2 cases belongs to kirana &grocery stores and 7 cases belong to home

Delivery.

(D) Local loose milk is almost delivered at home by local dairy owners.

55
11. 1. (a) In the survey it concluded that (the payment terms of agents in home delivery)

most consumers are interested in post payment &after that consumers like to daily

payment. Their least % belief in advance payment.

2. Milk is delivers to consumers with service charges in only 29% cases others are

delivered free of charge.

56
QUESTATIONARE

57
58
59
 BIBOGRAPHY

Kotler, Philip – “Marketing Management”

Economic Times – “Brand Equity”

Internet Sources: -

 www.mother-dairy.com

 www.economictimes.com

 www.hinduonline.com

60