consumer perception about pouch milk in south delhi of rfeliance dairy

NAGENDRA VEER SINGH FROM GLA UNIVERSITY MATHURA UP

SUMMER INTERNSHIP PROJECT REPORT

ON

“CONSUMER PERCEPTION ABOUT POUCH MILK IN

SOUTH DELHI OF RELIANCE DAIRY”

SUBMITTED IN PARTIAL FULFILLMENT

TOWARDS THE AWARD OF

MASTER OF BUSINESS ADMINISTRATION

(2013 – 15)

SUBMITTED BY:

NAGENDRA VEER SINGH

University Roll No. : 138410098

MBA II YEAR (IV TRIMESTER)

INSTITUTE OF BUSINESS MANAGEMENT



Preface

In this era of globalization and liberalization of the economy, business practices are

in the process of getting modified at greater speed with the change in the policies

and procedures of government. In this context, business education is also witnessing

great transformation which strikes for excellence to meet the global standards so that

our new managers are not only able to feel the pulse of those changes but may also

be able to get them absorbed to do the right thing at the right time. Therefore

marketing plays a very potent force in an organization to achieve its endeavor.

I have taken my research report topic as “CONSUMER PERCEPTION ABOUT POUCH MILK IN SOUTH DELHI OF RELIANCE DAIRY ” I hope this report will prove to be an indispensable

companion for all those who are concerned & who are in any way interested in the subject matter of this report. This was great experience for me during my research

period.

I wish you will have an interesting ride in the pages ahead.



Acknowledgement

At the very outset I would like to express my heartfelt gratitude to all the

help and support I received in completing my summer training project at

“RELIANCE DAIRY FOODS LTD”. This was very interesting &

challenging.

I would like to thank Mr. Madan Mishra who was very kind in explaining

to me the challenge that lay ahead &also for allowing me to make liberal

use of his knowledge, resource &patience .He was more a teacher than

a manager for me.

I am also thankful to for extending support from time to time, Mr. Yogesh

Saini for sparing time for me out of their hectic schedule & giving me

insights on various issues.

I would also like to thank all those people at “Reliance Dairy Foods Ltd.’

Who though being total strangers to me lifted my spirit with their cheerful

smiles & gave me the courage &inspiration to work zealously on the

project assigned to me &do justice to it.

My special thanks goes to all those who helped me for their cooperation

& guidance.



Declaration

This is to certify that Report entitled “CONSUMER PERCEPTION ABOUT POUCH MILK IN SOUTH DELHI OF RELIANCE DAIRY” which is submitted by me towards partial fulfillment for the requirement of the award of degree MBA from GLA UNIVERSITY MATHURA comprises only my original work and due acknowledgement has been made in the text to all other material used.

Date: Nagendra Veer Singh



Table of Content

Sl. No. Particulars Page No.

1 Company profile 8

2 Introduction to the topic 32

3 Objectives 36

4 Research Methodology 37

5 Data Analysis 39

6 Findings 47

7 Conclusion 49

8 Limitations and scope for further study 50

9 Appendices 51

10 Bibliography 52



CHAPTER -1

ABOUT THE

COMPANY



Company Profile

"Between my past, the present and the future, there is one common factor: Relationship and Trust. This is the foundation of our growth."

Shri Dhirubhai H. AmbaniFounder Chairman Reliance Group

December 28, 1932 - July 6, 2002

Mr.Dhirubhai Ambani founded Reliance company as a textile company (only vimal) and led its evolution as a global leader in the materials and energy value chain businesses.



The credit goes to Mr. Dhirubhai H Ambani he brought about the equity cult in India in the late seventies for this he regarded as an icon for enterprise in India. He epitomized the spirit 'dare to dream and learn to excel'.

Golden words of Mr. Dhriubhai H. Ambani

"Between my past, the present and the future, there is one common factor: Relationship and Trust. This is the foundation of our growth."

Mukesh D. Ambani

Chairman & Managing Director

Mr. Mukesh D. Ambani, age 49, he is a Chemical Engineer from the University of

Bombay and pursued MBA from Stanford University, USA. He is the son of Mr.

Dhirubhai H. Ambani, Founder Chairman of the Company.

Mr. Mukesh D. Ambani joined Reliance Company in 1981 and initiated Reliance's

backward integration from textiles into polyester fibers and further into

petrochemicals. In this process, he directed the creation of several new and large



world-class manufacturing facilities involving diverse technologies that have

raised Reliance's petrochemicals manufacturing capacities from less than a million

tones to over thirteen million tones per year. He directed and led the creation of the

world's largest grassroots petroleum refinery at Jamnagar, India, with a present

capacity of 660,000 barrels per day (33 million tons per year) integrated with

petrochemicals, power generation and port and related infrastructure. He had set up

the Reliance's communications technology initiative which is the largest and most

complex information and communications technology initiative in the world.

plant.

What Mr.Amabni achived :

Conferred 'ET Business Leader of the Year' Award by The Economic Times

(India) in the year 2006.

Had the distinction and honors of being the co-chair at the World Economic

Forum Annual Meeting 2006 in Davos, Switzerland.

Ranked 42nd among the 'World's Most Respected Business Leaders' and

second among the four Indian CEOs featured in a survey conducted by Price

water house Coopers and published in Financial Times, London, November

2004.

Conferred the World Communication Award for the 'Most Influential Person

in Telecommunications in 2004' by Total Telecom, October, 2004.

Chosen 'Telecom Man of the Year 2004' by Voice and Data magazine,

September, 2004.



Ranked 13th in Asia's Power 25 list of 'The Most Powerful People in

Business' published by Fortune magazine, August, 2004. 30 Growth is Life

Conferred the 'Asia Society Leadership Award' by the Asia Society,

Washington D.C., USA, and May, 2004.

Ranked No.1 for the second consecutive year, in The Power List 2004

published by India Today, March, 2004.

Mr. Mukesh D. Ambani is the Chairman of Indian Petrochemicals Corporation

Limited, Reliance Petroleum Limited and Reliance Retail Limited. Mr. Ambani is

a member of the Shareholders'/ Investors' Grievance Committee of the Reliance

Company.

BOARD OF COMMITTEES & DIRECTORS

The company Board has established the following Committees to directing the

Board in discharging its responsibilities:

*Audit Committee

*Remuneration Committee

*Shareholders'/Investors' Grievance Committee

*Finance Committee

*Health, Safety and Environment Committee

*Corporate Governance and Stakeholders' Interface Committee

*Functional Committee for Retail Business



*The company appointed all these committees to look after all the legal aspect and

welfare of company and for the consumers.

With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Group’s foray into organized retail.

Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organization that caters to millions of customers, thousands of farmers and vendors. Based on its core growth strategy of backward integration, RRL has made rapid progress towards building an entire value chain starting from the farmers to the end consumers.



Reliance Retail continued to expand presence of its value and specialty formats. During the year, Reliance Retail opened 90 new stores spanning across 'value' and 'specialty' segments. In-store initiatives, wider product choice and value merchandising enabled the business to achieve robust growth during this period.

Its presence in the optics business is in partnership with Grand Vision. 51 new stores were added during FY-11 taking the total presence to 100 stores across key markets in the country. The retail chain offers single brand optical products including Vision Express frames, lenses, contact lenses, sunglasses, solutions and accessories.

For the very first time, consumers in India got the opportunity to experience Hamleys, which is considered to be the world's most wonderful toy shop. The brand was launched in India with opening up of 2 stores during the year.

iStore by Reliance Digital is a one-stop-shop for all Apple products and services. There are 17 such stores currently operational.

Reliance Brands also announced exclusive licensing arrangement with two leading international brands:

Steve Madden, a leading designer, wholesaler and retailer of fashion-forward footwear and accessories for women, men and children.

Quicksilver, a leading outdoor sports lifestyle company to launch their core brands 'Quicksilver' and 'Roxy'.

Across India, Reliance Retail serves over 2.5 million customers every week. Its loyalty programmed, "Reliance One", has the patronage of more than 6.75 million customers.

Reliance Retail Reliance Retail is the retail business wing of the Reliance

business. Many brands like



Reliance Retail Ltd Subsidiary of RIL

Reliance Fresh Ltd Subsidiary of Reliance Retail Ltd

Retail Concepts and Services (India) Ltd Subsidiary of Reliance Retail Ltd

Reliance Retail Insurance Broking Ltd Subsidiary of Reliance Retail Ltd

Reliance Dairy Foods Ltd Subsidiary of Reliance Retail Ltd

Reliance Retail Finance Ltd Subsidiary of Reliance Retail Ltd

RESQ Ltd Subsidiary of Reliance Retail Ltd

Reliance Digital Retail Ltd Subsidiary of Reliance Retail Ltd

Reliance Financial Distribution and

Advisory Services LtdSubsidiary of Reliance Retail Ltd

Reliance Hyper mart Ltd Subsidiary of Reliance Retail Ltd

Reliance Retail Travel & Forex Services Subsidiary of Reliance Retail Ltd

Reliance Brands Ltd Subsidiary of Reliance Retail Ltd

Reliance Wellness Ltd Subsidiary of Reliance Retail Ltd

Reliance Footprint Ltd Subsidiary of Reliance Retail Ltd

Reliance Integrated Agri Solutions Ltd Subsidiary of Reliance Retail Ltd

Reliance Trends Ltd Subsidiary of Reliance Retail Ltd




Reliance Lifestyle Holdings Ltd Subsidiary of Reliance Retail Ltd

Reliance Universal Ventures Ltd Subsidiary of Reliance Retail Ltd

Reliance Autozone Ltd Subsidiary of Reliance Retail Ltd

Strategic Manpower Solutions Ltd Subsidiary of Reliance Retail Ltd

Reliance Gems and Jewels Ltd Subsidiary of Reliance Retail Ltd

Delight Proteins Ltd Subsidiary of Reliance Retail Ltd

Reliance F&B Services Ltd Subsidiary of Reliance Retail Ltd

Reliance Agri Products Distribution Ltd Subsidiary of Reliance Retail Ltd

Reliance Leisures Ltd Subsidiary of Reliance Retail Ltd

Reliance Retail Securities and

Broking Company LtdSubsidiary of Reliance Retail Ltd

Reliance Home Store Ltd Subsidiary of Reliance Retail Ltd

Reliance Trade Services Centre Ltd Subsidiary of Reliance Retail Ltd

Reliance Food Processing Solutions Ltd Subsidiary of Reliance Retail Ltd

Reliance Supply Chain Solutions Ltd Subsidiary of Reliance Retail Ltd

Reliance Loyalty & Analytics Ltd Subsidiary of Reliance Retail Ltd




Reliance Digital Media Ltd Subsidiary of Reliance Retail Ltd

Reliance-Grand Optical Private Ltd Subsidiary of Reliance Retail Ltd

Reliance Vantage Retail Ltd Subsidiary of Reliance Retail Ltd

Reliance People Serve Ltd Subsidiary of Reliance Retail Ltd

Reliance Infrastructure Management

Services LtdSubsidiary of Reliance Retail Ltd

Reliance One Enterprises Ltd Subsidiary of Reliance Retail Ltd

Reliance Personal Electronics Ltd Subsidiary of Reliance Retail Ltd

Reliance Review Cinema Ltd Subsidiary of Reliance Retail Ltd

Reliance Replay Gaming Ltd Subsidiary of Reliance Retail Ltd

Reliance Nutritional Food Processors Ltd Subsidiary of Reliance Retail Ltd

Reliance Petro Marketing Ltd Subsidiary of Reliance Retail Ltd

LPG Infrastructure (India) Private Ltd Subsidiary of Reliance Retail Ltd



Reliance Dairy Foods Limited

Reliance Retail started at Hyderabad, July 16 after fresh vegetables & fruits and FMCG products, Reliance Retail has stepped into the dairy products sector with a national ‘pilot’ launch of its liquid milk (family milk segment) in Hyderabad. The milk brand is also being sold “through general trade (including milk retailers) in Haryana, Punjab, Andhra Pradesh, Tamil Nadu, Rajasthan, Delhi NCR (National Capital Region) and Himachal Pradesh.

With the beginning of sale of ‘Dairy Pure’ through general milk retailers, as opposed to mostly through Reliance Retail-owned stores now, the company expects further growth in this business.

Our Mission

"Bring prosperity to millions of Indian producers, especially our farmers, by providing the most attractive returns for their effort".

Our Vision



Become Number One Dairy Brand in the Country by year 2013

Ensure cost & quality competitiveness through adoption of best technology & business practices

Maximizing profit to stake holders, farmers and value for money to the consumer and give them best satisfaction.

Supply Chain Modal Of RDFL Milk





Product Portfolio

Product list, Price, Variety, Shelf life:-


RDFL

Milk Curd Butter Milk Ghee Paneer

Masala Plain FCM

TM DTM

SM


Organization Chart

Chief Executive -Dairy Business

State Head - Dairy Business

Head Procurement Head Milk Marketing Head Plant/ Processing

Zonal Mangers City Heads Processing

District Mangers Pilot Salesmen Quality

Area Mangers

MCC Incharges

Facilitators

VSPs. S



Milk Processing

1) Milk Procurement: - Reliance Dairy works with various cooperative societies

and various other sources (farmers or milk man).Company received milk from

farmer & cooperatives through insulated tankers at 2°C temperature to maintain the

milk freshness and its quality.

2) How milk reaches to customers: company got the milk trough tankers which

are collected the milk from the milk centers. After collection the same tankers are

utilized for the delivery of the processed milk to the distributors. Reliance Dairy

has 4 Distributors in the city of South Delhi. DISTRIBUTER’S need to create or

we can say that need to make their demand one day before they should give their

demand in advance. They need to deposit advance money in bank before getting

the milk after the they received milk in early morning through the trucks which is

an insulated truck.

3) Quality checkup :-

Reliance dairy uses Stringent quality control method to give good quality to their

customers.

a) When company took milk from the farmers they took adulteration test in the

collection center .

b) The milk which come to reliance dairy it should have temperature of 4°C and

need to clear all the 15 test which company do before packing .

c) The Milk quality is checked repeatedly after each processing phase and the

temperature is judiciously maintained less than 4°C always.

d) We care our customer first to for this company tested the milk before going to

distribution or selling.



e) The temperature of milk in the delivery trucks is always maintained less than

4°C for this company uses insulated trucks to take of milk.

f) The company have its strict guide lines for all the trucks that deliver milk to

bring back 100 liters of milk after distribution. This is done for safety purpose of

customer and for again test also so we can judge that test is not get changed.

g) Since all the employed processing procedures are automated, no contamination

by human hands takes place.

h) To give fresh milk to customers we always ensure that the distribution point

should not far more than 36 km.

MILK PROCESSING:-

Homogenization: - Milk must then be homogenized. Without homogenization, the milk fat would separate from the milk and rise to the top. Milk fat is what gives milk its rich and creamy taste. In this process Milk is transferred to a piece of



equipment called a homogenizer. In this machine the milk fat is forced, under high pressure through tiny holes.

Pasteurization:- Pasteurization is the process that purifies milk and helps it stay fresher, longer. Milk is pasteurized by heating it to 72°C for 16 seconds then quickly cooling it to 4°C. Pasteurization is named after Louis Pasteur, the famous scientist.

1. Adding Vitamins; - Before homogenization, vitamin D is added to all

milk. Vitamin D combined with the calcium that naturally exists in milk

help gives us strong bones and teeth. Dairies also add Vitamin A to

skim, 1% and 2% milk. Vitamin A is good for our eyesight.



2. Packaging Milk: - Milk is now ready to be packaged. Milk is pumped

through automatic filling machines direct into bags, cartons and jugs.

The machines are carefully sanitized and packages are filled and

sealed without human hands. During the entire time that milk is at the

dairy, it is kept at 1° - 2°C. This prevents the development of extra

bacteria and keeps the milk it’s freshest.

3. Storing:- Milk is delivered to grocery stores, convenience stores and

restaurants in refrigerated trucks that keep milk cooled to 1° - 4°C.

The stores take their milk and immediately place it in their refrigerated

storage area. Because fresh milk is so important to our diets, dairies,

and our health.



PRODUCT SPECIFICATION:-

Type Milk Fat (min) SNF

FULL CREAM 6.0% 9.0%

TONE 3.5% 8.5%

DOUBLE TONE 1.5% 9%

Reliance Dairy Products



Full cream milk

Milk heated to a temperature of 115 c for 15 Minutes, or 145c for 3 Seconds, or

equivalent approved temperature time combination, to ensure preservation at room

temperature, for a period of not less than 15 days from the date of manufacture.

Sterilized milk shall be sold either in sealed container in which the milk was

sterilized and in such case the turbidity test shall be negative, or in sterile

containers packed under aseptic conditions.



Toned milk

Toned milk means the products prepared by admixture milk or buffalo milk or both with fresh skimmed milk, or by admixture of cow or buffalo milk or both with non-fat-milk solids or milk powder and water, or by partial abstractions and addition of fat from to milk. It should be pasteurized and should show a negative phosphates test. When fat or dry non-fat-milk solids are used, it should be ensured that the products remains homogeneous and no deposition of solid stakes place on standing. Toned milk shall contain not less than 3% FAT and 8.5% SNF.



Double Toned milk

Double Toned Milk means the products prepared from milk from which almost all

the milk fat has been removed mechanically. It shall have not more than 1.5% FAT

and not less than 8.7% solids-not-fat.



Dahi / Curd

Curd is the product of Milk. It make by the fresh milk.



Paneer: Paneer is a product of fresh milk.



SWOT ANALYISIS

Strengths:

The main strength of Reliance Dairy is cost effective and environment

friendly.

Reliance Dairy is a subsidiary company of Reliance Industries Limited.

Which is a well known name for everyone?

As we know that the demand of milk is getting high day by day and in India

it is very difficult to full fill all the demand so there is a good increasing

chance.

RDFL is having a competitive edge in terms of pricing.

Local dairy and milk man are not available in metro cities so company have

good growth opportunity.

Weakness:

Distribution network is not working properly or we can say it is not good in

comparison to other.

Lacks of awareness about RDFL product customers are not aware about this

product.

Not availability of product to the retailers dealers are not working properly.

Supply Chain Management is weak in comparison to competitors.

Opportunities:

The mean opportunity of RDFL is Good Quality, BRAND VALUE.

LARGE DOMESTIC MARKETS - There is a scope in India because of

booming stage of dairy food and local milk man are not available and it have

good opportunity in city because there is no permission to open Dairy in mid

city.



There is a scope of business as there is a demand for dairy products.

They should open there outlets so that people will get aware about this

product and will purchase the product and company will get profit.

Need to put more stress in the face-to-face direct marketing to reach to the

customers.

Need to advertise the product and company brand then it will beneficial for

company.

Threats:

Threat from new emerging Companies.

Highly Unawareness about Reliance diary.

Presence of established players like Mother Dairy, Amul and NOVA, Paliwal.

Margin is very low in dairy industry. Strong supply chain management by the competitors. Retailers are not happy with the profit margin which company is giving. Old scheme method or old promotion way.



CHAPTER -2ABOUT THE TOPIC

INTRODUCTION TO THE TOPIC The Topic of this project is “Consumer Perception about Pouch Milk in

South Delhi”.



The dairy industries companies run mainly on the factors such as

availability, service frequency, affordability, taste and marketing.

Availability is plays a vital role because purchasing power is depend upon

availability of that product, in case distributors and retailers service matter

a lot. Retailing includes all the activity in selling goods or service directly

to the customers or personal non business use .A retailer or retail store is

any business enterprises whose sales volume comes primarily from

retailing.

Retailers are the part of milk marketing channels and perform the

work of moving goods from producers to the customers. It overcomes 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.

The project delves into the workings from the distribution aspect of an

FMCG organization, in detail. Reliance, being an FMCG company,

attaches a lot of significance to the distribution aspect of its business. The

distribution channel of Reliance holds a lot of potential in affecting the

demand or sales of Reliance products through delivery on time, delivery

of variety of products, the retailer- friendliness of the policies being set

by the distributors and equitable distribution of products to all the retail

outlets in a particular region, to name a few.

So, In order to plan retail coverage we map out the positions of

Reliance outlets, Reliance parlors, and competitor’s outlets. This project



was carried out in Greater Noida city. For analyzing and presenting

information that is tied to geographical location, we divided the city in

different wards. By analyzing geographical representation and sales data

with spatial distribution Reliance outlets, competitor’s outlets and the

density of others in an area, we identify unexplored area and plan location

outlets to increase its market penetration. Using such research we can

ascertain the quality and depth of retail Penetration in specific area.



CHAPTER-3

OBJECTIVES

&

METHODOLOGY

Objectives



1 .To identify which milk brand is selling by the retailers.

2. Reason behind not stocking of our brand.

3. To identify the factors responsible for hampering the sales of reliance milk.

RESEARCH METHODOLOGY:-Research methodology is way to systematically solve the research

problem. Research, in common terms refers to a search for knowledge.



Research methodology consists of different steps that are generally adopted by a researcher to study the research problem along with the logic behind them.

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.

Exploratory research:-

We studied the company report, talked to the retailer and employee of the company. We

Identified that, retailer are not satisfy of Reliance Dairy Products.

Descriptive research:-

Survey method was adopted for this research.

DATA SOURCES:-

The 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 Catalogues etc.

SAMPLING DESIGN:-

Definition of population : RDFL Retailers of Sangam Vihar, Basantpur ,Smilepur in South Delhi.

Sampling procedure : A non probability sampling technique i.e. convenient sampling procedure was adopted.



Sampling size : A sample of 100 retailers was selected from the target population for the study.



CHAPTER-4

DATA ANALYSIS &INTERPRETATIONS

DATA ANALYSIS1-Witch is the most attracting factor of the retailers?



Perception No. of retailersbrand name 15Quality 30Profit 55Total 100

Interpretation-Above graph show is that the most Attracting factor of the retailers by this report is 15% respondents is brand name ,30% quality of product and 55% profit to the retailers.



2.Factors affecting product sale

Perception No. Of Retailers

Quality 16

Availability of product 28

profit margin 56

Total 100

Interpretation-This graph show is the factors affecting the product sale 16% is quality of product, 28% is availability of product and 56 is margin of the product.



3.What things most attract the customers

PerceptionObserved N

brand name 22

price of product 32

Quality of product 46

Total 100



Interpretation-The most attracting factors to the customer 22% respondents brand name ,32% price of product and 46 is quality of product.

4-Identify witch milk brand is selling by the retailersBrands No. of

respondentsMother dairy 36

Amul milk 31

Relaince 21

Sudha 9

Other 3



Interpretation-The graph show the product selling by the retailers is 36 respondents sale the mother dairy product,31 is amul,21 is Relaince,9 is sudha and 3 is other.



5.How do you find the quality of Reliance Dairy ProductsPerception

Observed Nbelow average 11

Average 52

Good 37

Total 100

Interpretation- This graph show the quality of Relaince Product 11 respondents is

below average ,52 is average and 37 is good.



6-Reason behind not stocking of our Product?

Perception No.of respondents

Product Life 22

Margin 66

Quality of

product

12



Interpretation-This graph show that the reason of not stoking of the reliance

product the 22 respondents is product life ,66 is margin and 12 is quality of

product.

CHAPTER-5

CONCLUSION &



FINDINGS

Findings

The research told that the retailers mainly work on the base of profit margin and on brand name.

In this whole project work I found that there are many retailers who stock

reliance milk in various quantities and in due to various reasons there is an area where customers like the test of Reliance milk and they don’t purchase any other milk.

I found that the retailers selling the milk is 36% mother dairy ,31% amul milk,21% reliance milk,9% sudha, and 2% other milk.

In found that reason of not stocking of reliance milk is that the 22% product life,66% margin to the retailers and 12% quality of product.

.Most of the retailers said that majority of the customers’ visiting their outlets

are regular so the retailers have the direct relation with the customers so they have the power to change to consumer test.

Most important factors is the hampering of the product is that the low margin to the retailers, quality of product, packaging of product, availability of product , distribution network of the company.

I found that the retailers are not happy with the distribution network of reliance dairy the distributors are not able to supply proper milk according to retailers demand



The retailers who stock Reliance milk are mostly not satisfied with reliance milk the reason behind is the packing of milk so company should pack milk in that way which can attract customer and retailer can easily distinguish between the product of reliance milk

CONCLUSION

My first objective of this project report was to identify the current status of

Reliance dairy food Ltd. & the future scope of Reliance milk in South Delhi. I

found that there is a very good future growth chance for reliance dairy life.

From the whole I can conclude that Amul and Mother Dairy hold the South Delhi

market because they have good relationship or hold on retailers.

Reliance industry is a very big name in India but they are new in milk business so

they need more concentrate in dairy business. The company needs to work more on

the distribution network and they need work on the company image they need to

do advertisement and retailers want more profit so they need to come up with new

strategy and company need to satisfy retailers in terms of profit and packing of the

product.

It can also be said that brand name does not create a big image in the term of

retailers so company have bright future in South Delhi.

So I conclude that if company changes its packing and focus on distribution

network they can achieve their goal very easily.



Limitation of the project

For any kind of proper work time needed but there is lack of time.

Sometime retailers are not in the mood of giving information

Not good responses from Retailers.

My survey cover only limited area it would be better for the project if I cover more area then it which I cover but time was limited.





AppendicesCustomer Response – Questionnaire

RELIANCE DAIRY RETAILER

Name Location 1. What is the most important factor which attracts retailer?

A) Profit (5) B) Quality (4) C) Brand name (3)

2. Factors affecting product sale?A) Profit margin (5) B) Availability of product (4)

C) Quality (3)

3. What things most attract the customers?A) Packing of product (5) B) Price of product (4)

C) Brand name (3)

4. Factor affecting not stocking of our product?

A) Product life B)Margin C)Quality Of Product

5. How do you find the quality of Reliance Dairy Products?A) Good (5) B) Average (4) C) Below average (3)

5 =Good 4 =Average 3 =Below average



BIBLIOGRAPHY

BOOKS1. Bhatt Monica and Jain .P.C “Consumer Behavior in Indian Context” First

Edition 2003, S. Chand & Company Ltd., 7361, Ram Nagar,

2. Kotler Philip “Marketing Management” Eleventh Edition, Person Education (Singapore) Pte. Ltd., Indian Branch, 482 F.L.E. Pataparganj, Delhi

3. Gautam Neeran and Jain Kokil “Consumer Behavior”, Wisdom Publication, Delhi

4. Opportunities and Challenges in the Indian Dairy Industry – Dr. K. G. Karmakar and Dr. G. D. Banerjee

5. C. R. KOTHARI -RESEARCH METHODOLOGY

Web-Access

1. www.google.com /#q=relaince+retail+ltd 2. www.indiadairy.com /news_next.html#nddb 3. www.ril.com/html/aboutus/aboutus.html 4. http://www.ril.com/html/aboutus/founder.html5. http://www.ril.com/html/aboutus/awards_speeches.html 6. http://www.ril.com/html/aboutus/board_director.html


http://www.ril.com/html/aboutus/board_director.html

http://www.ril.com/html/aboutus/awards_speeches.html

http://www.ril.com/html/aboutus/aboutus.html

http://www.indiadairy.com/

http://www.google.com/


7. http://www.ril.com/html/business/exploration_production.html

8. www.nddb.org/procmis/Pages/ProcMIS.aspx9. www.wikipedia /wiki/Reliance_Industries


http://www.wikipedia/

consumer perception about pouch milk in south delhi of rfeliance dairy

Marketing

university ofbombay

stanford university

reliance company

research report topic

dhirubhai ambani

dhirubhai h ambani

right time

business education