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CUSTOMER SATISFACTION

CHAPTER-1

CONCEPTUAL FRAME WORK

YOGI VEMANA UNIVERSITY,KADAPA Page 1




CUSTOMER SATISFACTION CONCEPTUAL FRAME WORK

Marketing was assumed much importance in the present day business world. The success

or failure of any organization depends on marketing. A business organization may produce goods

and services by adapting efficient management techniques. But merely producing goods and

services, there will not be any profits. t has to market these, and only marketing will generate

revenues, all other activities in e!pense.

"Marketing is the distinguishing and unique function of the business. A business is set apart

from all other human organizations by the fact it markets a product or services. Any organization

that fulfills marketing a product or service is a business. Any organizations in which tings are

either absent or incidental is not a business and should never be run as if it were one#.

: - Peter.F.Drucker

MARKET

A group of potential customers want the product offered and that has the resources, the

willingness and ability to purchase it.

MARKET SURVEY

Market survey is the most commonly used method of primary data collection in marketing

research. $urvey is conducted in case of descriptive research studies where as e!periments are a

part of e!perimental research studies.






After studying in depth the %odla dairy &td. it rather imperative to know about the

concept of customer satisfaction. The following is a brief introduction of it

Today's companies are facing their toughest competition in decades. The companies can

confront their competition better if they can move from a product and selling philosophy to a

customer to and marketing philosophy .for doing the above task better we need to "meet and

satisfy customer need#. (ompanies wanting to, let alone services, need a new philosophy. )nly

customer*centered companies will win those that can deliver superior value to their target

customers.

The concept of +value of the customer' may mean quite different from one customer to the

other. e know that customer mostly is value ma!imizes. Before we go to the idea of "customer

satisfaction# it is true that buyers will buy from the firm they perceive to offer the highest

customer delivered value.

CUSTOMER DELIVERED VALUE

t's the difference between total customer value and customer cost. And total customer

value is the bundle of benefits customer e!pect from a given product or service. Thus the seller has to aim at the above customer delivered value and then only they can attain the ob-ective of

"customer satisfaction#.

DEFINATIONS OF CUSTOMER SATISFACTION

Thus we assert that the buyer frame a -udgment of value and the acts according to it.

hether the buyer is satisfied after purchase depends upon the offer's e!pectations. ere is our

definition of customer satisfaction.

$atisfaction is the level of a person's felt state resulting frame comparing a product's

perceived /erformance in relation to the person's e!pectations. 0!pectations are formed on the

basis of the buyer's past e!perience, statements made by friends and associates and marketer and





competitors information and promises. $ome of today's most successful companies are rising

e!pectations and delivering performance to match.

$o it is necessary for every organization to become aware of customers need and to satisfy

them.

Kotler123345 defines customer satisfaction as follows6

$atisfaction is a person7s feelings of pleasure or disappointment resulting from comparing a

/roduct's perceived performance 1or outcome5 in relation to his or her e!pectations.

ro!"123385 defines customer satisfaction as6

The state in which customer needs, wants and e!pectations throughout the product or service7s

life are met or e!ceeded resulting in repeat purchase, loyalty and favorable worth*of mouth.

According to #o"e$ %"& S%$$er 123395, four basic elements affect customer satisfaction.

They are6 The basic elements of the product or service, basic support services, a recovery process

for counteracting bad e!periences, and e!traordinary service. There are many definitions of the

key elements of the services, but this one is considered appropriate in the conte!t of care or after

sales services.

$atisfaction is a function of perceived performance and e!pectation. f the performance matches

the e!pectations the customer is satisfied. f the performance e!ceeds the e!pectation the

customer is highly satisfied and delighted. f the performance does not match the e!pectations

the customer is dissatisfied. $atisfaction is a person's feelings of pleasure of disappointment

resulting for comparing a motor perceived performance 1out*come5 in relation t his:her

e!pectation. The link between customer satisfaction and customer loyalty is proportional.

$uppose customer satisfaction is rated on a scale from 2 ; 9. At a very low levels of customer

satisfaction.

.&evel*2, customers are likely to abandon.





&evel*8 to <, customers are fairly satisfied but still find tit easy to switch when a better

offer comes along.

&evel*9, the customer is very likely to repurchase an even spread good word of mouth

about the company.

Cu$to'er$ %re (er) l*kel) to re+urc,%$e LEVEL

Cu$to'er$ %re %*rl) $%t*$*e& LEVEL /-0

Lo! le(el o cu$to'er $%t*$%ct*o" LEVEL 1

The key to generating high customer loyalty is to deliver high customer value. A

company's value proposition is much more than it's positioning on a single attribute. Most of the

successful companies are raising e!pectations and delivering performances to match. These

companies are aiming for T($ ; Total (ustomer $atisfaction. (ustomer satisfaction is both a

goal and a marketing tool. (ompanies that achieve high customer satisfaction ratings make sure

that their target market is known.

After sales support management system is apart of 0=/ Enterprise Resource Planning

solution dealing with the support module after the sales of product. t creates an advanced

environment to the organization, which are in to technical support after sales e.g. (ompanies

offering electronic goods and motor vehicles etc.





Me%$ur*"2 cu$to'er $%t*$%ct*o"

)rganizations need to retain e!isting customers while targeting non*customers>. Measuring

customer satisfaction provides an indication of how successful the organization is at providing

motor and:or services to the marketplace.

(ustomer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product:service to product:service. The state of

satisfaction depends on a number of both psychological and physical variables which correlate

with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also

vary depending on other factors the customer, such as other motor against which the customer

can compare the organization7s motor.





ork done by /arasuraman, ?eithaml and Berry 1&eonard &5 between 23@9 and 23@@ delivered

$0=CA& which provides the basis for the measurement of customer satisfaction with a

service by using the gap between the customer7s e!pectation of performance and their perceived

e!perience of performance. This provides the researcher with a satisfaction DgapD which is semi*

quantitative in nature. (ronin and Taylor e!tended the disconfirmation theory by combining the

DgapD described by /arasuraman, ?eithaml and Berry as two different measures 1perception and

e!pectation5 into a single measurement of performance relative to e!pectation.

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

&ikert Technique or scale. The customer is asked to evaluate each statement in terms of their

perception and e!pectation of performance of the service being measured.

Met,o&olo2*e$

American (ustomer $atisfaction nde! 1A($5 is a scientific standard of customer satisfaction.

Academic research has shown that the national A($ score is a strong predictor of Eross

%omestic /roduct 1E%/5 growth, and an even stronger predictor of /ersonal (onsumption

0!penditure 1/(05 growth. )n the microeconomic level, research has shown that A($ data

predicts stock market performance, both for market indices and for individually traded

companies. ncreasing A($ scores has been shown to predict loyalty, word*of*mouthrecommendations, and purchase behavior. The A($ measures customer satisfaction annually for

more than 8FF companies in <G industries and 2F economic sectors. n addition to quarterly

reports, the A($ methodology can be applied to private sector companies and government

agencies in order to improve loyalty and purchase intent. Two companies have been licensed to

apply the methodology of the A($ for both the private and public sector6 (H Eroup,

nc.applies the methodology of the A($ offline, and Horesee =esults applies the A($ to

websites and other online initiatives. A$( scores have also been calculated by independent

researchers, for e!ample, for the mobile phones sector.

The Iano model is a theory of product development and customer satisfaction developed in the

23@Fs by /rofessor Joriaki Iano that classifies customer preferences into five categories6

Attractive, )ne*%imensional, Must*Be, ndifferent, =everse. The Iano model offers some


http://en.wikipedia.org/wiki/Sample_survey


http://en.wikipedia.org/wiki/Likert_scale

http://en.wikipedia.org/wiki/American_Customer_Satisfaction_Index


http://en.wikipedia.org/wiki/Gross_domestic_product



http://en.wikipedia.org/wiki/Personal_Consumption_Expenditure


http://en.wikipedia.org/wiki/Stock_market


http://www.cfigroup.com/


http://www.foreseeresults.com/

http://en.wikipedia.org/wiki/Kano_model

http://en.wikipedia.org/wiki/Noriaki_Kano

http://en.wikipedia.org/wiki/Likert_scale









http://www.foreseeresults.com/

http://en.wikipedia.org/wiki/Kano_model

http://en.wikipedia.org/wiki/Noriaki_Kano





insight into the product attributes which are perceived to be important to customers. Iano also

produced a methodology for mapping consumer responses to questionnaires onto his model.

$0=CA& or =AT0= is a service*quality framework that has been incorporated into customer*

satisfaction surveys 1e.g., the revised Jorwegian (ustomer $atisfaction Barometer5 to indicate

the gap between customer e!pectations and e!perience.

K.%. /ower and Associates provides another measure of customer satisfaction, known for its top*

bo! approach and automotive industry rankings. K.%. /ower and Associates7 marketing research

consists primarily of consumer surveys and is publicly known for the value of its product awards.

)ther research and consulting firms have customer satisfaction solutions as well. These include

A.T. Iearney7s (ustomer $atisfaction Audit process, which incorporates the $tages of 0!cellence

framework and which helps define a company's status against eight critically identified

dimensions.

Hor Business to Business 1B8B5 surveys there is the nfouest bo!. This has been used

internationally since 23@3 on more than 22F,FFF surveys 1Jov 7F35 with an average response rate

of 48.4<L. The bo! is targeted at Dthe most importantD customers and avoids the need for a

blanket survey.


http://en.wikipedia.org/wiki/SERVQUAL

http://en.wikipedia.org/wiki/J.D._Power_and_Associates

http://en.wikipedia.org/wiki/A.T._Kearney


http://en.wikipedia.org/wiki/SERVQUAL

http://en.wikipedia.org/wiki/J.D._Power_and_Associates





I'+ro(*"2 Cu$to'er S%t*$%ct*o"

/ublished standards e!ist to help organizations develop their current levels of customer

satisfaction. The nternational (ustomer $ervice nstitute 1T($5 has released The nternational

(ustomer $ervice $tandard 1T($$5. T($$ enables organizations to focus their attention on

delivering e!cellence in the management of customer service, whilst at the same time providing

recognition of success through a Grd /arty registration scheme. T($$ focuses an organization's

attention on delivering increased customer satisfaction by helping the organization through a

$ervice uality Model.

T($$ $ervice uality Model uses the 9 /7s * /olicy, /rocesses, /eople, /remises,

/roduct:$ervices, as well as performance measurement. The implementation of a customer

service standard should lead to higher levels of customer satisfaction, which in turn influences

customer retention and customer loyalty.

T,e u"ct*o"%l e%ture$ *"clu&e:

(ustomer complaints tracking

$ervice engineers information tracking

Kob scheduling for the complaints

$pares management

)nline support

=eports

Cu$to'er co'+l%*"t$ tr%ck*"2

(omplaint is the start point of any technical support system. ith out a client request the

technical support is not initiated. (omplaint tracking is done as follows6

YOGI VEMANA UNIVERSITY,KADAPA Page

http://en.wikipedia.org/wiki/The_International_Customer_Service_Institute


http://en.wikipedia.org/wiki/Measurement

http://en.wikipedia.org/wiki/Customer_retention

http://en.wikipedia.org/wiki/Customer_loyalty



http://en.wikipedia.org/wiki/Measurement

http://en.wikipedia.org/wiki/Customer_retention





(lient may come down or make a phone call or complaint online

The client is validated. The client may have an annual maintenance contract or may

have a product in warranty or of warranty.

The intensity of the complaint is to be estimated to allocate resources.

0!pected service type has to be finalized. t may be online assistance indoor or onsite

assistance.

Ser(*ce E"2*"eer$ *"or'%t*o" tr%ck*"2:

nformation about the engineers is inevitable in -ob scheduling. nformation about the

engineers has to be added, deleted or modified in the database. t may contain the following6 the

name, id of the engineer> the skill set of the manager> the status of the engineer.

#o3 $c,e&ul*"2 or t,e co'+l%*"t$6

Kob scheduling means sequencing the request to its intensity, assignment of a service

engineer and creating a -ob card. t is done to optimize the technical resources and to render the

best service to the customer. Minor problem are processed by technicians requests are handled bythe e!pert team.

T,e 4o3 c%r& *"clu&e$ t,e ollo!*"2:

The compliant id, the assigned engineer id, the data and time of service, the spare details, no.

of man hours required etc.

The spare part name and serial number

The available quantity of each spare part

The prize, warranty and other specifications

The supplier information.

O"l*"e $u++ort:

YOGI VEMANA UNIVERSITY,KADAPA Page 1!




The service is done online also. The client may visit the website to obtain basic support

information about the product and HA. e can chat with the service engineer on phone or

online.

Re+ort:

The report reflects the current status of the system. The reports that can be generated are as

follows6

(ustomer request report status of the system. The reports that can be requests.

$ervice engineer report provides the information about the skills and strengths of the

support team.

Kob scheduling report states the allotment of engineers to -obs. $pares report discloses the availability of all the shapes in the system.

=eceipts and payments report gives information about the cash flow in the system.

Bills generation.

Cu$to'er $%t*$%ct*o" tr%ck*"2:

(ustomer satisfaction is the key concept to dictate the future of the organization. n order

to ma!imize the customer satisfaction along with quick response and efficient service some other

activities are to be performed.

T,e) '%) 3e %$ ollo!$:

=eception of the customer with hospitality.

0ntertaining environment to the customer.

/roviding guidance about the usage and maintenance of the product.

)ffering gift and discounts.





O+er%t*o"%l*$%t*o" o Cu$to'er S%t*$%ct*o"

As customer needs and e!pectations are changing all the time, this will lead to a situation

whereby customers keep setting ever higher standards, and therefore to achieve perfection isimpossible. Markets should be seen as a group of individual companies, and each of them must

be treated individually with different requirements, e!periences, commitments, and relationships.

mplementing customer satisfaction philosophy means identifying customers, then identifying

their needs and e!pectations and finally, measuring their perceptions. Inowing the needs of the

customer makes it easier to anticipate the ideal set of motor and services. A ma-or flaw for all the

companies has proved to be their inability to understand other ways that customers can be

satisfied. By implementing direct and continuous employee contacts with the customers, the

customers7 requirements and e!pectations can be determined. This employee*customer

connection additionally conveys the message that the company cares about their customers.

(ustomer needs can be determined through marketing research, customer interviews,

reading customer concerns, or involving customers in the design of services and service

deliveries. n order to decide if the service can be provided at a profit, it is necessary to link

value equation to the strategic service vision. orking together with both supplier and customer

can increase profitability by e!panding margin potential.

A customer satisfaction study should begin by asking about the factors affecting customer

satisfaction, how important those factors are for the whole, and the level of customer satisfaction.

A problem with customer satisfaction surveys 1Jaumann, 233<5 is that a poor customer

satisfaction programme yields vague data and raises customer e!pectations. f customer





e!pectations are raised and a company7s performance remains the same, the customer7s overall

satisfaction will decrease.

u$*"e$$ De*"*t*o" or: Ater-$%le$ Ser(*ce

(ustomer support following the purchase of a product or service. n some cases, after*

sales service can be almost as important as the initial purchase. The manufacturer,

retailer, or service provider determines what is included in any warranty 1or guarantee5

package. This will include the duration of the warranty traditionally one year from the

date of purchase, but increasingly two or more year's maintenance and:or replacement

policy, items included:e!cluded, labor costs, and speed of response. n the case of a

service provider, after*sales service might include additional training or helpdesk availability. )f equal importance is the customer7s perception of the degree of willingness

with which a supplier deals with a question or complaint, speed of response, and action

taken.

Ater S%le$ E5celle"ce

After $ales 0!cellence is a key driver for customer satisfaction and loyalty but also a very

important source of revenues and profits throughout a vehicle lifecycle. )ur after sales e!perts

support our clients in all relevant areas of after sales service to improve the internal cost base, the

retail attractiveness as well as customer satisfaction. )ur results are measurable * significant

improvements on key indicators such as warranty costs, service quality, and fi!ed first visit rate.

Su++l) C,%*" E5celle"ce

)ur $upply (hain 0!cellence service enables you to realize substantial improvements in your

supply chain performance in terms of cost, efficiency, lead times, demand management,

customer service and working capital requirements. e measure, improve and qualify supplychain organizations and processes and support our clients by identifying and rapidly

implementing cost and efficiency savings in the entire supply chain. This can be achieved with

the comprehensive, cross*functional redesign of all logistics processes leveraging the entire

supply chain including customers and suppliers. ith our proven ntegrated $upply (hain





0!cellence Audit we quickly identify gaps to proven best practices and benchmarks within, and

beyond, the Automotive ndustry.

V%lue C,%*" De$*2"

(onstantly reviewing the companies' value chain in a rapidly evolving environment> deriving

required core competencies and partnerships is a key management responsibility. e help our

clients design their value chain in terms of a global engineering footprint, production and service

network, thereby improving efficiency and customer satisfaction in alignment with corporate

strategy.

Cu$to'er Co"t%ct$ %"& Rel%t*o"$,*+$

n all cases, the supplier had been involved with the customer since the beginning of thenetwork building. t is difficult to distinguish whether some of the changes in customer*supplier

relationship were due to the duration of the relationship between the two parties and whether

some of the changes were caused by changes in the customer7s needs resulting from the

customer7s new position in the network life cycle curve. Hor the results of this research, that

question in terms of the underlying factors has not addressed, but for future studies, it would be

relevant to clarify which of these two factors is the more significant or in fact, whether they can

be distinguished.

Rel%t*o" o t,e C%re to Cu$to'er S%t*$%ct*o"

nnis and &a &onde 1233<5 discovered that several customer satisfaction variables

significantly affect a customer7s total customer satisfaction. (ustomer service attributes received

high ratings for the importance of customer satisfaction. Attributes for physical distribution of

customer service were rated higher than many marketing attributes.

Mo$t I'+ort%"t Ser(*ce$

Barsky 123395 proposed that what is important for one customer may not be important for

another. Barsky proposes this in the area of priority marketing, and the idea was applied to

different services in general. hen a buyer considers closer integration with a supplier, they may

consider that it will most likely limit the number of potential suppliers and fear that the partner





may take advantage of this by increasing prices or delivering poorer quality or poorer service.

nterlocking with the supplier can limit the opportunity to acquire innovations if the supplier

lacks the capability of being a leading*edge supplier. =esearch has shown that there are

frequently differences between the views of the supplier7s management on customer value and

the customers7 views on what they say they value. This was studied in the present study as well.

(ustomer $atisfaction is supreme in business. t focuses on how to satisfy people who are

using our product or services. %elivering great customer satisfaction is no accident. t's the result

of skilled planning and e!ceptional management practices. At any help desk> customer

satisfaction is a key indicator of success.

T,eoret*c%l o(er (*e! o" cu$to'er $%t*$%ct*o"

$atisfaction in person's feelings of pleasure of disappointment resulting from comparing

a product's perceived performance 1out come5 in relation to his or her e!pectations.

Cu$to'er +erce*(e& (%lue

)ur premise is that customers will buy from the firm that they see as offering the highest

perceived value. (ustomer perceived value 1(/5 is the difference between the prospective

customer's evaluation of all the benefits and all the costs of an offering and the perceived

alternatives.

Total customer alue is the perceived monetary value of the bundle of economic, functional and

psychological benefits customers e!pect from a given market offering. Total (ustomer (ost is

the bundle of costs customers e!pect to incur in evaluating, obtaining, using and disposing of the

given market offering.

Tot%l Cu$to'er S%t*$%ct*o"

hether the buyer is satisfied after purchase depends on the offer's performance in

relation to the buyer's e!pectations. n general, satisfaction is a person's feelings of pleasure of

disappointment resulting from comparing a product perceived performance 1or outcome5 in

relation to his or her e!pectations. f the performance falls short of e!pectorations, the customer





is dissatisfied. t is the performance matches the e!pectations, the customer is satisfied. f the

performance e!ceeds the e!pectations, the customer is highly satisfied or delighted.

Me%$ur*"2 S%t*$%ct*o"

Although the customer centered firm seeks to create high customer satisfaction, that is no

its main goal. f the company increases customer satisfaction by lowering its price or increasing

its services, the result may be lower profits. 0ven bad*mouth it. At levels two or four, customers

are fairly satisfied but still find it easy to switch when a better offer comes along.

At level five, the customer is very likely to repurchase and even spread good work of mouth

about the company. igh satisfaction or delight creates an emotional bond with brand or

company.

igh satisfaction or delight creates an emotional bond with the brand or company, not

-ust a rational preference.

Cu$to'er e5+ect%t*o"$

Hrom past buying e!perience, friends and associates advice, and marketers and

competitors information and promises. f marketers raise e!pectations too high, the buyer is

likely to be disappointed. owever, if the company sets e!pectations too low, it won't attract

enough buyers 1although it will satisfy those who do buy5.

Del*(er*"2 ,*2, cu$to'er (%lue

The key to generating high customer loyalty is to deliver high customer value. According

to Micheal planning, in his delivering profitable value, a company must design a competitively

supervalue proposition aimed at a specific market segment, backed by a superior value*delivery

system.

The value proposition consists of the whole cluster of benefits the company promises to

deliver, it is more than the core positioning of the offering.





(A/T0=*8

INDUSTRY PROFILE





MILK INDUSTRY PROFILE

The domestication of cattle occurred between FFF and 2F,FFF years ago. Jot much known

about the history of this period, but men probably hunted cattle as wild animals prior to the time

that they were domesticated. &ater the cow was made as sacred animal and is still so considered

by a part of the population of ndia.

V%r*ou$ $t%2e$ o &%*r) *"&u$tr) or*2*" %$ ollo!$:-

T6E DAIRY INDUSTRY PRIOR TO 178:

Hor over 889 years following the first settlements in America very little changes look place

in the methods of producing milk or in the manufacture of dairy products.

Heed supplies has to be shipped from the country areas and ordinance regarding dairy barns

became more and more strict gradually farmers with in easy drivelling distance began delivering

milk over regular routes in the cities. The development was not spectacular, but the stage was set

for the many changes, which were to take place in years to follow.

T6E DAIRY INDUSTRY AFTER 178:

The modern dairy emerged in the middle of the 23 th century.

Among the many factors, which have played important roles in the evaluation of the modern

dairy industry, the following may be mentioned.

2. The factory system.





8. mproved machinery.

G. Transportation.

<. 0conomic factors.

9. =esearch and scientific investigation.

. mproved live stock.

ndia has the potential to become a leading e!porter of milk and milk products. %ue to low

labour cost, the cost of milk production is significantly low here. To boost e!ports, the dairy

industry needs to focus on quality and productivity. $ignificant investment has to be made in

milk procurement equipment and chilling and refrigeration facilities.

%airy industry contributes significantly to the economy as well as to the rural poor by

providing an opportunity to uplift them by generating additional income thought it. %airying has

been practiced as rural cottage industry since ages. ndia accounts one*si!th of cattle and half off

buffalo population of the world. Among 4F million rural households in ndia in 8FF2, those

operating up to two hectares form <8 percent of the households and G4 percent are land less.

ndia's dairying industry is today in a state of dynamic transition with rapid

development in milk production and marketing by virtue of the efforts made by the government

of ndia under various programmes for benefiting the small rural milk producers and the

underprivileged urban consumers. The direct contribution of dairying to the rural sector through

additional income and employment to the producer is well recognized.

IMPORTANCE OF DAIRY INDUSTRIES:

%ata collected by bureau of human nutrition and home economics for the year 23<< and 23<9

showed that dairy products contained 49L of the calcium and <9Lof riboflavin in the total food

supply as well as 8<L of the total protein,24L of the vitamins and 24L caliries.

n 23< the first company was established in kaiva %istrict co*operative milk produces known as

"AMC&# through out the Jation wide and their different companies were developed through out

country form Eovt. side and also private side. n Andhra /radesh the leading companies are A./.

dairy development under the brand names i-aya, %odla, =avilla, eritage, Kercy, (reamlines,

and Mother %airy etc.





The milk and dairy product ranks as the largest source of income to the farmer of Cnited

$tates. Hor the country over 8F percent of the total agricultural income is from milk or cream

sold, the sale of cream and butter by farmers in 23<@ totalled more than N<<FF, FFF,FFF.

n addition to the 8<,FFF people of the dairy firms many others persons and families must beemployed in moving and processing the milk and milk products before there each the consumers

table. The e!act number of people engaged in these fields in unknown.

DAIRY PRODUCTS:

A dairy is a place for handling of milk and milk products. Technology refers to the

application of scientific knowledge for practical purposes. %airy technology has been defined as

that a branch of dairy science, which deals with the processing of milk and manufacture of milk

products.

n ndia dairying has been practiced as a rural cottage industry from remote places in the past.

%ue to scientific knowledge in processing and pasteurization. %airy is developed as a separate

industry. The main reason for developing of this industry is above to increase in population of

urban areas and more consumption of milk in the areas of soft drinks.

n the earlier years each house hold maintains his:her own cattle or secures milk form its

neighbour. As the urban population increases fewer house holds could keep a cattle for private

use. But the high cost of milk production, problems of sanitation etc., restricted the practice and

gradually the family cattle in the city was eliminated and city cattle were all sent back to the rural

areas.

Eradually formers in the cities began delivering milk over regular routes with in easy driving

distances. This was the beginning of the fluid milk*sheds, which surrounded the large cities.

ith the modern knowledge of protection of milk during transportation and scientific knowledge

in processing for pasteurization improves rapidly dairy as a special industry.

A dairy is a place for handling of milk and milk products. Technology refers to the

application of scientific knowledge for practical purposes. %airy technology has been defined as





that a branch of dairy science, which deals with the processing of milk and manufacture of milk

products.

n ndia dairying has been practiced as a rural cottage industry from remote places in the past.

%ue to scientific knowledge in processing and pasteurization. %airy is developed as a separateindustry. The main reason for developing of this industry is above to increase in population of

urban areas and more consumption of milk in the areas of soft drinks.

n the earlier years each house hold maintains his:her own cattle or secures milk form its

neighbour. As the urban population increases fewer house holds could keep a cattle for private

use. But the high cost of milk production, problems of sanitation etc., restricted the practice and

gradually the family cattle in the city was eliminated and city cattle were all sent back to the rural

areas.

Eradually formers in the cities began delivering milk over regular routes with in easy driving

distances. This was the beginning of the fluid milk*sheds, which surrounded the large cities.

ith the modern knowledge of protection of milk during transportation and scientific knowledge

in processing for pasteurization improves rapidly dairy as a special industry.

The first and fore most requirement of modern marketing is to understand the customer needs,

and create need develop strategies to bring the customers right elements of the i.e., product

offering ,positioning distribution channels etc. to satisfy the needs.

Market entry strategies for developing market, like ndia, can't be developed by middle

managers whose only e!perience spans distribution and channels of management. Though ndia

has over vast geographical area yet it is not successful especially for perishable goods such as

vegetables, food items, milky fruits etc., milk is consumed as a product of food from the past.

But it is not commercialized still at the end of the 23th century. n ndia milk is began in the

early of the 8Fth century. But the market of the milk industry is developed after independence

due to scientific knowledge in processing, storage, and transportation facilities.

CONSTITUTENTS OF MILK:

Milk as an article of food for mankind antidotes the earliest record history. Milk ranges in

colour forma bluish*white to an almost golden*yellow depending up on the breed of cattle and

the mount of fat solids present.





t is important that everyone should become familiar with the chief components of milk.

CONSTITUENTS PERCENTA9ES

ater @4.FFHat <.FF

/rotein G.9F

(arbohydrates <.@F

Mineral salts F.4F

Tot%l 188.88

MANUFACTURIN9 PROCESS OF MILK

=0(0JE M&I

1E=A%JE,$AM/&JE ,0EJE,T0$TJE5

/=00ATJE1G9F*<FF (5

H&T=AT)J:(&A=H(AT)J

())&JE AJ% $T=)JE19F ( )= B0&)5

$TAJ%A=%?AT)J

/A$T0C=?AT)J1G (:GF MT$ 1)=5 (:29 $ec5

)M)E0J?AT)J189FF /$5

MARKETIN9 OF MILK





A %odladairymilk products &td has gone one level channel of distribution of %odla dairy

marketing.

t has e!tensive selling agents in Jellore, Eudur, Tirupati, i-ayawada, Euntur, )gole,

Banglore, (hennai and yderabad.

PROCUREMENT OF MILK:

The main content required of dairy is milk. t procures milk producer 1farmer5 covering over 8FF

villages in Euntur and /rakasam district. n each village one agent will be there collects milk of

that village from milk producers. They collect both in the morning and evening. (ompany has

it's own vehicles to get the collected milk is each village.

DEMAND AND SUPPLY:

The minimum quality of milk per capital consumption recommended ndian (ouncil of Medical

=esearch is 82F grams per person per day against actual per capital consumption of 24@ grams.

Thus there is deficit, of 3 &akhs tones of milk per annum. hich indicates a great demand for

milk in the domestic market 1source6 %airy ndia 23385. n addition by products like ghee, cream,

milk powder, butter and cheese will be marketed.

MILK INDUSTRY IN INDIA:

Today ndia is the largest milk producing country in the world. The milk producing states in

ndia are /un-ab, aryana, =a-asthan, Eu-arat, Maharashtra, Andhrapradesh, Iarnataka and

Tamilnadu. A cattle farming is one of the important aspects of the overall development process

in ndia. t is said that it is one of the bounded sectors of agriculture. t has been the important of

the Jational 0conomic %evelopment /rocess all these years. Jearly 9L of the ndian population

of the country directly or indirectly depends on milk production and it's sales for their livelihood.

0veryone without any age limit consumers milk. Today because of the modern technology the

cattle breeding has been revolutionized. )utdated methods of e!traction of milk from the cattle

of the discarded. Jew and innovative methods are being widely adopted. ndia today is proud to


C"#$%&e'#M()* #e))(+g age+$Ma+"a-$"'e'




say that it is the largest producer of the milk and its products. Many dairy firms have been

established in the country at different areas as per the requirements of the people i.e. the

consumer, both by the public sector and private sector.

Milk is one of the heavenly foods i.e. prescribed by a doctor, a physician. 0veryone without se!relation, are limit drinks milk directly or indirectly. Milk is a mi!ture of protein, vitamins,

carbohydrates and fat contains which is helpful for the growth of the humans. %airy farming aim

is to supply better quality of milk to the consumers.

n 23< the first company was established in kaiva %istrict co*operative milk produces known as

"AMC&# through out the Jation wide and their different companies were developed through out

country form Eovt. side and also private side. n Andhra /radesh the leading companies are A./.dairy development under the brand names i-aya, %odla, =avilla, eritage, Kercy, (reamlines,

Mother %airy etc.

MILK PRODUCTION IN INDIA

YEAR t) ;*" M*ll*o" to"e$<

2399*2 24.<F

232* 8F.G@

23*42 23.G4

2342*4 [email protected]

234*@2 <.GF

23@2*@ <8.<F

23@*32 9F.FF

2332*3 F.FF

233*F2 43.FF

8FF2*F 3F.FF

8FF*22 33.2F

8F22* 29 33.29





n ndia milk production has been increasing gradually for several years. %uring till 2342 the

increasing ration was very small after that milk production has increased rapidly because of

green revolution and some other pilot programmes.

MILK POTENTIAL:

Milk is the only natural product i.e. daily used by the people at regular intervals for different

purposes. The nutritional potential is ideal in quality and balanced to satisfied human*acid

requirements. The contents of minerals and vitamins are unique both in proportion and in quality

nutrients that are essential for man's growth and developments.

Milk has a very comple! composition. t constituents are disposed in aqueous solutions, such as

chlorides> sodium and potassium are present in molecular dispersion, phosphate in colloidal

dispersion, and the fat in emulsion.

The average per capital consumption of milk in ndia is only 828 gram per day as against the

world average of GFG grams. Malnutrition can be easily wiped out in our country by developing

the dairy industry.

E=PORT POTENTIAL:

ndia has the potential to become one of the leading players in milk and milk products e!ports.

The country is located admist ma-or milk*deficit countries in Asia and Africa. Ma-or importers of

milk and milk products are Bangladesh, (hina, ong Iong, $ingapore, Thailand, Malaysia, the

/hilippines, Kapan, the CA0, and )man*all located close to ndia. Milk production is scale

*insensitive and labour*intensive. %ue to low labour cost of milk production is significantly low

in ndia.

STREN9T6S:

%emand is absolutely optimistic. Margins are quite reasonable even on packed liquid milk.

Tremendous fle!ibility of product mi!, abundance of rawmateral, and locally available

professionally trained, technical human resource pool are the other plus points. /resently, more

than @F percent of milk produced is flowing into unorganized sector, which requires proper

channelisation.

WEAKNESSES:

Per*$,%3*l*t):





/asteurization has overcome this problem partially. CT gives milk long life. $urely, many new

processes will follow to improve milk quality and e!tend it's shelf life.

L%ck o co"ce+t o(er )*el&:

Theoretically, there is little control over milk yield. owever, increased awareness of

developments like embryo transplant, artificial inseminations, and properly managed animal

husbandry practices, coupled, with higher income to rural milk producers, should automatically

lead to improvement in milk yields.

Lo2*$t*c$ o +rocure'e"t:

Bad roads and inadequate transportation facility make milk procurement problematic. But with

the overall economic improvement in ndia, these problems would also get solved.

Pro3le'%t*c &*$tr*3ut*o":

f ice*creams can be sold virtually at every nook and corner, why can't we sell other dairy

products tooO t 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.

Co'+et*t*o":

ith so many people entering this industry, competition has to be faced as a ground reality. The

market is large enough for many to serve out their niche.

OPPORTUNITIES:

V%lue %&&*t*o":

There is a large scope for innovations in product development, packaging, and presentation steps

should be taken to introduce value*added products like ice*creams, panner, lassi, khoa, basundi,

doodhpeda, flavoured milk, dairy sweets, etc. this will lead to a greater presence and fle!ibility

in the market place along with opportunities in the field of brand building. (ultured products like

yoghurt and cheese lend further strength both in terms of utilization of resources and presence in

the market place. )ther products are infant foods, geriatric foods, as nutritionals.





E5+ort +ote"t*%l:

0fforts to e!ploit potential are already on. Amul is e!porting to Bangladesh, $rilanka, Jigeria,

and the Middle 0ast. Hollowing the new EATT treaty, opportunities will increase tremendously

for the e!port of agri*products in general and dairy products in particular.

T6REATS:

Today, milk vendors occupy the pride of place in the industry. )rganized dissemination of

information about the harm that they are doing to producers and consumers should see a steady

decline in their importance.

$trengths and opportunities far outweigh weaknesses and threats. $trengths and opportunities are

fundamental, while weaknesses and threats are transitory. Any investment idea can do well only

when you have entrepreneurship, innovative approach, and values 1of quality ethics5.The ndian

dairy industry, following it's delicensing, is 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, and innovations in the market place.

PROCESSIN9 OF MILK:

P%$teur*>%t*o":

The term pasteurization, applied to market milk today, refers to the process of heating every

practical of milk to atleast GF ( or 2<9F H for GF minutes .After pasteurization, the milk is

immediately cooled to 9F (1<2 H5 or below

As it is difficult to e!ercise strict supervision over milk supplies, it becomes necessary to

pasteurize milk so as to make it safe for human consumption. Milk is pasteurized to render it safe

for human consumption by destruction of sent percent pathogenic micro organisms and to

improve the keeping quality of milk by destruction of almost all*spoiling organisms.

St%"&%r&*$%t*o":





$tandardization of milk refers to ad-ustment of the fat and :or solids not fat percentage of milk to

desired value so as to conform to the legal or other requirements. Milk is standardized by the

addition of milk or cream with a higher or lower fat percentage than of milk to be standardized.

$ometimes the addition of skimmed milk will do. %ownward standardization for fat is practiced

is many countries. The surplus is transformed into butter or ghee.

The prevention of Hood Adulteration Act defines standardized milk as cow and buffalo milk in

which the milk fat content is ad-usted to <.9L or more with the $JH. Atleast @.9L high milk fat

content may be ad-usted downward by removing milk or fat or by adding skimmed and:or

reconstituted milk. n the case of low milk fat content, fat may need to be added to assure the

legal minimum.

$tandardized milk may be marketed as such or used for making certain products. $tandardization

ensures milk of practically uniform and constant composition and nutritive value to the

consumer. The surplus fat can be converted into butter and ghee. (onsequently, milkcan be

supplied at low cost. $tandardized milk is easier and digests.

RECOMINATION:

This refers to the product obtained when butter, oils, skimmed milk powder, and water are

combined in the correct preposition to yield fluid milk.

The /revention of Hood Adulteration Act =ules 234 defines recombined product as the milk product resulting from the combining of milk fat and milk solids not fat in one or more of the

various forms with or without water.

Cnder the prevention of Hood Adulteration Act =ules 234, recombined milk throughout the

century should contain a minimum of GFL fat and @.9L solids not fat. The Hood and Agriculture

)rganization of the Cnited Jations e!tensively produced recombined milk under the operation

flood scheme in Mumbai, Iolkata, %elhi, and (hennai during 234F*4<, from butter oil and

skimmed milk powder donated under the orld Hood /rogramme /ro-ect.

The technique of recombination involves dispersion of milk powder in water at about <9 (,

addition of milk fat to make a mi!ture, filteration and clarification of the mi!ture, followed by

homogenization and pasteurization at 49 ( for 29 $econds.





The physical, chemical, and functional properties of raw material and used in such preparation

determine the flavour, acceptability, and shelf life of the recombined product.

The use of low*heat, non*fat milk powder with quick wetting ability, increased solubility, and

improved dispensability results into acceptable milk. The introduction of butter oil withoutappropriate technology of it's has caused problem in acceptance of recombined milk.

To"*"2:

Toned milk refers to milk obtained on addition of water and skimmed milk powder to while milk

.Cnder the /revention of Hood Adulteration =ules 234, toned milk should contain a minimum

of GL fat @.9L solids not fat throughout the country.

Toned milk is also called single toned milk and is prepared by toning milk with fresh separated

milk reconstituted from spray*dried skimmed milk powder.

$ometimes, milk is double*toned in order to provide cheap milk 1with fat content only 2.9L5 to

weaker sections. Toning is a process of reducing fat content i.e. mainly used for providing cheap

milk to the poor.





DODLA DAIRYCOMPANY PROFILE

%odla %airy &imited is a /ublic &imited (ompany having its ead uarters at yderabad (ity

of Telangana $tate. The company is established by a well*known family of Jellore district of

Andhra /radesh in the year 233@. The company procures, process and sells milk and milk

products across places in ndia.

%odla %airy is an $) 88FFF6 8FF9 and $) 9FFF268F22 10nM$5 (ertified )rganization. The

company is having 3 state of art technology /rocessing /lants, GF chilling centres, 8F Bulk Milk

(hillers and 8G Associate (hilling (enters. The company has a wide distribution network across

pan ndia. The products and services are offered through 2 $ales offices.

The company offers wide range of Milk /roducts (omprising of Hresh Milk, Butter, Ehee,

/aneer, (urd, Hlavoured Milk, %oodh/eda, ce (ream and $kimmed Milk /owder. These

products are conveniently packed to suit various needs of consumers. The company grew rapidly

during the past one and half decades. Today it is one of the popular dairy companies in ndia. The

consistent growth of the organization reflects the customer confidence on the products and

services offered.

The company has gained the competitive advantage over the other players by delivering the

highest quality dairy products to the consumers. Jow, the company is prepared to face the future

challenges by upgrading its systems and infusing new technology.

Fou"&er Me$$%2e

%odla %airy was started with an intent to support the marginal farmer by bridging the gap

between the milk producer and the consumer through effective cold chain management. The idea

was implemented with great commitment and passion for the past 24 years. As part of the said

aspiration we have created e!cellent infrastructure facilities near the milk potential areas and

organised the logistics for collection of milk from the rural areas and for supply of farm fresh

milk to the consumers in the urban areas.





e are providing the veterinary support to the milk producers through our trained staff at the

rural areas. The regular awareness programs conducted by us to the Milk producers for the past

one and half decades are producing good results. Jow the quality of the milk is going up

consistently. Today the company has created a separate segment of D(ustomer BaseD for its

products. am confident that, we will serve a larger society in the near future by utilizing the

latest technology and our people e!pertise in a better way.

- Chairman

D*rector$

Mr. D.Su"*l Re&&) is the Managing %irector of the company who is hailing from a

philanthropic family called %)%&A of Jellore town,Andhra/radesh,ndia. e is a graduate in

ndustrial 0ngineering from Mangalore Cniversity. e was in (onstruction and Agro /roducts

0!port business for about years. 0nvisaging the need for high quality Milk P Milk /roducts in

the Crban Market, he entered into the %airy ndustry in the year 2339. %uring initial stages his

agricultural background helped to establish the roots of the company at various locations.

Mr.=eddy7s family also involved in the veterinary research activities at C$A.

e is actively involved in leading and directing the company towards new technology, systems

and finding new avenues for growth. e is providing the resources needed for transformation of ideas into reality. e takes the strategic decisions for the sustenance and growth of the company.

Mr. D. Se$,% Re&&) an Arts Eraduate from )smania Cniversity is the (hairman of the

(ompany. e is having more than <F years of industrial e!perience in the capacity as Managing

%irector and %irector in different industrial facets like /aper, construction, $oftware and

(astings. /resently he is involved in guiding and mentoring the top e!ecutives of the company.

Mr.Dee+%k M%l*k is the %irector of the company. Mr.Malik -oined Black =iver, anindependently managed subsidiary of (argill, in 8FF4.

Mr. Malik has been with (argill since 2339. /rior to Black =iver, he was a co*founder and

Managing %irector of (argill entures. /rior to (argill entures, Mr. Malik worked in (argill7s

$trategy and Business %evelopment Eroup, where he managed corporate strategies and mergers





and acquisitions within the petroleum, natural gas, coffee, grain and oilseeds, and meat

industries. Mr. Malik also spent one year in international sales for (argill7s fertilizer division. Mr.

Malik relocated to Jew %elhi, ndia in 8FF to provide regional oversight of several cross*

border investments. /reviously, he worked with the KMA Eroup managing distribution

operations, principally motor parts and accessories for Telco 1Tata Eroup5 heavy vehicles.

Mr. Malik holds a Bachelor7s degree in 0conomics from %elhi Cniversity, a Master7s degree in

0conomics from the %elhi $chool of 0conomics and an MBA from (ornell Cniversity. Mr.

Malik speaks 0nglish, indi and /un-abi.

Mr.#*' S%)re is the %irector of the company. Mr.Kim $ayre -oined Black =iver, an

independently managed subsidiary of (argill, in 8FF4.

Mr. $ayre has been with (argill since 233<. /rior to Black =iver he served as president and

founder of (argill entures, a proprietary fund with N8FF million in capital deployed across a <F*

company portfolio. /rior to (argill entures, Mr. $ayre was %irector for global mergers and

acquisitions at (argill. /reviously, Mr. $ayre worked as a $enior Manager for %eloitte

(onsulting and held a position with the Cnited $tates %epartment of Agriculture.

Mr. $ayre holds a Master of Business Administration from arvard Business $chool and a

Bachelor of Arts from the Cniversity of (alifornia at %avis.





Our V%lue$We 2*(e to+ 'o$t +r*or*t) to t,e D*2"*t) o L%3our? Mor%l V%lue$.

)ur values are co''*t'e"t@ $*"cer*t)@ ,%r& !ork@ tr%"$+%re"c)@ *"te2r*t) %"& ,o"e$t).

These values are our D()=0D and we will display them in all our actions. e believe in the best

quality right from =aw Material to /rocessing, /rocessing to %istribution and Management of

/eople. e are /rudent in guarding and conserving our resources effectively.

Core Te%'

C,*e E5ecut*"2 O*cer ;C.E.O<Mr. . V. K. Re&&) is a graduate in diary technology from )smania Cniversity. e has more

than GF Qears of e!perience in the field of %airy )perations. e is involved in the growth and

development of the organization since inception. e has vast e!perience in the entire gamut of

dairy operations. e has strengthened the company in a professional way.

6e%& - Procure'e"t ;M*lk<

Mr. V. S. R. Kr*$,"% Re&&), a (ommerce graduate from Jagar-una Cniversity. e has more

than G@ Qears of e!perience in the field of /rocurement of milk and animal husbandry activities.





e is instrumental in building the /rocurement activities systematically in the organisation. e

was associated with Jational %airy %evelopment Board 1J%%B5 before -oining this

organisation.

6e%& - 6u'%" Re$ource$ ? A&'*"

Mr. A. M%&,u$u&,%"% Re&&), a /ost graduate in uman =esource management and holds a

&A degree from $ri enkateswara Cniversity. e has 88 years of e!perience in the fields of

uman =esources, Administration and legal activities. e is involved in the process of building

the team and creating performance driven culture in the )rganisation. /reviously he was

associated with E0M Eranites &td.

Head - MaterialsMr. S. D%(*& R%4, a Eraduate in 0conomics with /E %iploma in Material Management with

over G< years e!perience in handling the nventory and /urchase Management Hunctions. e has

established the $tandards for the Materials purchase and inventory controls in a systematic way.

/rior to this company he was associated with Amul %airy.

6e%& - M%rket*"2 ;*- Pro&uct$<

Mr. T. R%'% Kr*$,"%", a B.(om Eraduate with more than 8 years e!perience in $ales P

Marketing of HM(E products. e is involved in e!pansion of product sales activities in various

states across ndia. /reviously he was associated with && and 0mami &imited.

6e%& - u%l*t) A$$ur%"ce

Mr. Se3%$t*%" #o$e+,, a /ost graduate in 0ngineering from T Iharagpur with more than 8<

years e!perience in uality Assurance and pro-ect Management functions. e is involved in

implementation of Hood $afety systems like $)688FFF and 0nM$69FFF2. /reviously he was

associated with the Jational %airy %evelopment Board 1J%%B5.

V*$*o" ? M*$$*o"

Vision

To be a world class dairy company by providing high quality /roducts and $ervices.





Mission

To supply good and safe milk products consistently through continual improvement of our

systems and practices.

Our Pro&uct$





The company is offering a wide range of products in both liquid milk and bi*products categories.

The liquid milk comprises of five types of variants and the bi*products comprises of fourteen

types of variants.

The company is adding new products to its portfolio year on year as per the needs of the

customers. )ur =esearch and %evelopment team 1=P%5 is working on product development to

deliver superior value and taste to the customers. The company is also e!tending its product line

with new flavours, colours, added ingredients and pack sizes at regular intervals.

The company offers wide range of Milk /roducts (omprising of Hresh Milk, Butter, Ehee,

/aneer, (urd, Hlavoured Milk, %oodh/eda, ce (ream and $kimmed Milk /owder. These

products are conveniently packed to suit various needs of consumers. The company grew rapidly

during the past two decades. Jow it is one of the well renowned dairy companies in ndia. The

consistent growth of the organization reflects the customer confidence on the products and

services offered.





Do&l% D%*r) has over one and half decade e!pertise in collection and processing of the milk.

The fresh milk from the Buffalos and cows brought to the nearest chilling centres and then to the

processing /lants with in a stipulated time period without breaking the cold chain. The chilled

milk will be pasteurised at the processing factories. This process will kill a pathogenic microbe

that causes spoilage of milk. t also kills harmful bacteria like $almonella, $taphylococcus,

&isteria, Qersinia, (ampylobacter and 0scherichia etc. /asteurization can prevent diseases

including Tuberculosis, Brucellosis, %iphtheria, $carlet Hever and *Hever etc. After the

completion of serial process the milk will be safe for human consumption.

Do&l% '*lk is packed in high quality food grade pouches. These pouches are user friendly to theconsumers. The product undergoes stringent quality checks before packing. 0very time you buya pouch of %odla milk, you are assured of freshl%(our@ t%$te and "utr*t*o"%l (%lue.

The company offers different types of milk variants as per customer requirements like Hull(ream Milk, Toned Milk and %ouble toned milk, standardised milk etc. The customer canchoose between (ow P Buffalo milk as per their taste and habits.





(hildren upto the age of 2F years need (alcium, /otassium, Hibre and itamins. The cow7s milk will improve the levels of itamin*%. A research conducted in Toronto stated that, childrendrinking only non*cow7s milk were more than twice as likely to be itamin*% deficient aschildren drinking only cow7s milk.

Do&l% Cur&(urd is a natural dairy product made out of Milk. t is rich in calcium and is good for digestion.

The %odla curd is made out of good milk from the best country buffalos and cows. The product

is made by using high quality (ulture. Milk is fermented with lactic acid present in curd under

low temperatures 1optimum 3 degrees H5.

%odla curd is available both in sachets and enclosed containers with good taste and thickness.

%odla curd bears the un*compromised dairy e!pertise. A family consuming %odla curd daily

stays healthy. The %odla (urd is /acked in 8FF Erams Hood grade poly cups and sachets.

The (up curd is /acked in disposable food grade cups. The curd pack variants are available in2FF and 8FF grams. %odla (urd is available in all supermarkets like Big bazaar, Hood orld :

=eliance Hresh, % Mart etc. Also, the products are available with local milk vendors in all towns

and cities of south ndia.

e"e*t$ O Cur&

•

.%/ a$ %' #*(&&e0 -"'0 (# g%%0 %' e%)e /% a'e #"e'(+g '%& (ge')ee)# % -%)e#$e'%) a# $e a$# a'e 'e&%e0 $'%"g '%-e##(+g

• T%#e, /% a'e )a-$%#e(+$%)e'a+$, -a+ -%+#"&e -"'0, a# a-$e'(a 'e#e+$ (+ ($'ea* 0%/+ $e )a-$%#e, e%'e ($ e+$e'# %"' %0

• Te a-$e'(a (+ -"'0 -a+ e) 0(ge#$ %%0 a+0 $"# -e-* $e '%)e& % #$%&a- (+e-$(%+





• S$"0(e# ae #"gge#$e0 $a$ -%+#"&$(%+ % -"'0 &(g$ e) 'e0"-e $e '(#*% (g )%%0 'e##"'e

• 9e(+g '(- (+ -a)-("&, -"'0 (# g%%0 %' $e ea)$ % %+e# a# /e)) a# $e$ee$

• Ea$(+g -"'0 %+ a 'eg")a' a#(# -a+ e) %" a#%' $e +"$'(e+$# (+ %$e'%%0# a# /e))

Do&l% 9,ee

Do&l% 9,ee is made from Buffalo and (ow Hat. This is made by simmering unsalted butter in a

large pot until all water has been boiled and protein has been settled at the bottom. The cooked

and clarified butter is then spooned off to avoid disturbing the milk solids on the bottom of the

pan. %odla Ehee is made without adding any preservatives or chemicals. The natural Aroma is

the main feature for its success in the Ehee market. Ehee lover7s first choice is %odla ghee.

Ehee is used in almost all varieties of ndian sweets. t is observed that, in case of sweets madeout of ghee, the flavour, aroma and taste obtained is entirely different when compared to sweetsmade without ghee.

Do&l%P%"eer is an unaged, acid*set, non*melting farmer cheese made by curdling heated milk with food acid. e usually find /aneer pressed into a cube and then sliced or chopped.

/aneer is one of the few types of cheese indigenous to the ndian sub*continent, and is widelyused in ndian cuisine and even some Middle 0astern and $outheast Asian cuisine. /aneer is





completely &acto*egetarian. /aneer is a source of protein for vegetarians. /aneer is a tasteadding agent to many dishes in the modern world.

%odla/aneer contains less moisture, t has got separate segment of buyers due to its good tasteand quality.

Do&l%Doo&,Pe&%

%oodh/eda is a %elicious sweet made from pure Buffalo Milk. The granule te!ture and mouth*

watering taste is assured. %oodh/eda is packed specially to retain the Hreshness and Jatural

flavour.

The product is available in the following pack sizes.

• 2! G'a&#

• 2!! G'a&#

• 5!! G'a&#

Do&l% utter M*lk

%uring hot sunny days, due to high temperature people will get e!hausted very fast. To revive

our vitality and energy we require natural drink like butter milk. %odla Butter Milk can meet

your requirement. t has been introduced after conducting a research about our body requirement

during the summer. Buttermilk is a product of mi!ture of curd, water, salt, ginger, green chillies,

coriander and curry leaves.

The product is packed in 7Hood Erade /ouch Hilm7 which is available in 8FF M& packs only.





e!%re o Art**c*%l Du+l*c%te

Jowadays, most of the commercial milk dairies are using lactic acid bacterium culture to

pasteurized sweet whole milk or, more commonly skim milk or non*fat milk. They may or may

not have added butter flecks. After the addition of the culture, the milk is left to ferment for 28 to2< hours at a low temperature 1optimum 3 degrees H5. t is usually labelled cultured buttermilk

and may be salted or unsalted. $o, for the customers who are under sodium restricted diet, it is

better to check the label well before you buy the buttermilk as it may be a salted one or unsalted.

Buttermilk has lower fat than any other regular milk, because the fat has been removed to make

butter. t is also high in potassium, vitamin B28, calcium, and riboflavin as well as a good source

of phosphorus. Those with digestive problems are often advised to drink buttermilk rather than

milk, as it is more quickly digested. Buttermilk has more lactic acid than skimmed milk.

Do&l%Fl%(oure& M*lk Do&l%l%(oure&'*lk , an emerging health drink that will refresh your senses. The product is

treated at high temperatures 1CT5 and packed aseptically to ensure high quality and purity.





N%tur%l Fl%(or$ ro' Do&l%

• Va+())a

• E)a(-(

• P(#$a

• 9a0a&

• C%-%)a$e

• S$'a/e''

The flavored milk is tastier and healthier. The drink is available in various flavours and is quite

colorful. $o it would make the viewer to taste it. The good part is that without their conscious

knowledge consumer is taking milk. This milk sounds good especially for the consumers who donot like milk.

Do&l% Cook*"2 utter

%odla Butter is made from the fat of cows7 and buffaloes7 milk. t7s not pure fat. owever, only

about @F percent of ordinary butter is fat. The remaining 8F percent is made up of milk solids and

water.

Jo other product can come close toDo&l% 3utter because of its rich, creamy mouth feel and its

sublime flavor. Butter is preferred fat being used in every preparation in the culinary arts. Many

consumers prefer having it plain i.e. without being served in a dish. %odla butter is prepared in

two types. )ne is salted and the other is unsalted. Most of the consumers prefer salted as it gives

good taste with the bread.





Dodla utter is available in three variants are

• White Butter :&a0e '%& 9"a)% M()*;

• Table Butter :&a0e '%& C%/ M()*;

• Yellow Butter :&a0e '%& C%/ M()*;

C%reer

Do&l% D%*r) is the most admiring %airy products manufacturing (ompany in ndia. The work

environment in the organization keeps the employees to love their roles. =ecognition for good

performance and timely rewards are assured.

All the employees are motivated to display the DA&C0$D while dealing with the stakeholders.

This is the reason for the D0T(A& $C((0$$D of the organization. 0mployee perceptions and

behavior are shaped here making them to practice successful habits.

The culture of the organization is being built for the past 2@ years by the efforts of all

stakeholders and employees. (urrently we have 24FF employees on*board.

Some interesting facts about the work environment:

• 0mployee supportive work culture in*terms of personal and professional relationship.

• =espect for 0mployees deas and $uggestions.

• )pportunity for &earning the latest technology and share the e!periences of seniors.

• =espect for values and ethics.

• Adherence to systems and procedures.

• =ecognition and =eward for hard and smart work.

• )pen communication and no politics.





• nternal growth opportunities.

• Kob rotation.

• )pportunity to contribute in the decision making process.

%odla %airy is having a combination of $enior and young team of professionals. The clarity of

roles and responsibilities for the employee keep them involved in the core -ob right from the day

one. 0mployees will get a fair opportunity to learn the domain knowledge and skill in a

congenial atmosphere. )ne of the primary responsibilities of the senior is to train the new

employee. The company believes in creation of internal capability to manage the future.

C6APTER-B





RESEARC6 MET6ODOLO9Y

RESEARC6 MET6ODOLO9Y

NEED FOR T6E STUDY

Hor any product market isalways dynamic. The dynamism comes from technology, usage,

changing customer needs, satisfaction of customer etc.

This study is definitely going to help to analyzing the customer and can take necessary

steps for the improvement of the service from both the company side and as well as from the

dealer's side. Because customer is the real advertisement for any product so the company should





be in a position to meet the customer requirements and also should maintain the customer

relationship.

O#ECTIVES OF T6E STUDY

2. To study the customer satisfaction towards %odla dairy Milk /roducts

8. To study the customer perception towards recent price hikes on dairy products

G. To study the availability of %odla dairy Milk /roducts in the market.

<. To study the promotional activities adopted by the company.

SAMPLIN9

/opulation R J0&&)= T)J

$ample size R 8FF

$ample unit R (C$T)M0=$ )H %)%&A %A=Q

UESTIONNAIRE DESI9N

The questionnaire design is following types6

CLOSE ENDED UESTIONS

This refers to those questions in which the respondance is given a limited number of

alternative responses from which they has to select the one that most closely matches their

opinion or attitude. n this study close*ended questions are more, because the category of

preference of brand, factors, usage etc., is restricted to some area and to make the analysis and

the survey part easy.

OPEN ENDED UESTIONS

This refers to a questions that has no fi!ed alternatives, with in which the consumer must

confirm. The respondents answer in their own words and any length they give the answers.

YES OR NO UESTIONS





This refers to those questions in which the respondents are given a limited number of

alternatives responses. The respondents have to select one among them.

RANKIN9 SCALE


alternatives responses from which they has to rank the options that are given in the question.

RATIN9 SCALE


alternatives responses from which they has to rate the options that are given in the question.

DATA COLLECTION

%ata collection is very essential to study the information fact and figure that are directly

seated to the problem that have formulated. The kinds of data that has calculated for this study

are6

PRIMARY DATA COLLECTION

/rimary data are generated when the researcher implying different types of

questionnaire method investigates a particular problem at hand. n this primary data has been

collected from the consumers through field survey method. /rimary data was collected from the

respondences living in Nellore town.

SECONDARY DATA COLLECTION

$econdary data includes those data, which are collected for some earlier research work

and are applicable in this study i.e., the secondary data's are collected from the company'smanuals, sales force report accounting records.

SCOPE OF T6E STUDY





The study on customer satisfaction towards %odla dairy Milk /roducts aims at identifying

customer satisfaction level towards various dairy products available particularly with

%odladairy.&T%.the study also focus on the impact of recent price hikes in the market and on the

sales of the company. As the company has distribution system in the market . also through light

on the availability of %odladairyMilk /roducts in the market . The study also focused on the

promotional activities of the company in bringing awareness about the product to the consumer.

STATISTICAL TOOLS:

Hor data analysis statistical tools used are simple percentage and chi* square test.

LIMITATIONS OF T6E STUDY

2. The $tudy is restricted to Jellore only.

8: )pinion of customer may be based on %odla dairy Milk /roducts only.G. The sample size is restricted to 2FF customers only. %ue to time constraint.<. The customers are less interested to answer all the questions due to time constraint.

PERIOD OF STUDY

This field work for the survey is gone for two months, and the collection of data

analysis and interpretation of the survey carried for one month. Totally the period for the study

went for two months.

(A/T0=*<





DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS

<.2. TAB&0 $)JE )((C/AT)J )H T0 =0$/)J%0JT$


$.Jo )((C/AT)J Jo> )f =espondents /ercentage

1 $TC%0JT G G8.4GL

8 BC$J0$$ 89 88.4GL

G 0M/&)Q00 <8 [email protected]

< )T0=$ F4 .GL

Total 2FF 2FF




JH0=0J(06

The above table illustrates that, GL of the respondents are $tudents,29L of the respondents are

business,<8L of the respondents are employees and 4L of the respondents are others. These are

the information about respondents.

Eraph*G.2

STUDENT 9USINESS EMP.OYEE OT<ERS!

5

1!

15

2!

25

3!35

4!

45

O--"a$(%+ % $e Re#%+0e+$#

<.8 TAB&0 $)JE %A&Q ()J$CM/T)J )H M&I /=)%C(T

JH0=0J(06


$.Jo )pinion Jo> )f =espondents /ercentage

1 Milk GF GF

8 (urd 8< 8<

G Butter Milk G< G<

< )ther products 28 28

Total 2FF 2FF




The above table illustrates that, GFL of the respondents are using Milk daily 8<L of the

respondents are consuming curd, G<L of the respondents are consuming butter milk and 28L of

the respondents are using other milk products

0

5

10

15

20

25

30

35

Milk Curd Butter Milk ther !rodu"t#

Eraph*G.8

<.G Table $howing customer satisfaction e!planation about the Benefits:features of the Milk

/roducts

JH0=0J(06





The above table illustrates that, out of 2FF respondents G8L of the respondents are $atisfied,

8@L of the respondents are dissatisfied 88L of the respondents are very much satisfied and 2@L

of the respondents are very much dissatisfied with the benefits and features of the product

0

5

10

15

20

25

30

35$ati#%ed &i# #ati#%ed

'er( #ati#%ed 'er( di# #ati#%ed

Eraph*G.G


$.Jo $atisfaction level Jo> )f =espondents /ercentage

1 $atisfied G8 G8

8 %is satisfied 8@ 8@

G ery satisfied 88 88

< ery dis satisfied 2@ 2@

Total 2FF 2FF




<.< Table $howing customer satisfaction e!planation about the delivery procedure

JH0=0J(06 9L, <<L, 2FL

The above table illustrates that, out of 2FF respondents9L of the respondents said that the

delivery of the product should be done through the personal <<L of the respondents said that the

delivery should be done through the retailing and 2FL of the respondents said that the delivery

should be done through the distribution.

0

10

20

30

)0

50

*0

Ho+e &eli,er( Retaili. &i#tributio

Mau/a"turer to "u#to+er


$.Jo $election option Jo> )f =espondents /ercentage

1 ome %elivery 9 9

8 =etailing << <<

G %istribution 2F 2F

< Manufacturer to customer F F

Total 2FF 2FF




Eraph*G.<

<.9 Table $howing customer satisfaction about the(hoosing of buy to these /roducts.

JH0=0J(06

The above table illustrates that, out of 2FF respondents 84L of the respondents are satisfied,

3L of the respondents are dissatisfied, <8L of the respondents are very much

$.Jo comfortabulity level Jo> )f =espondents /ercentage

1 $atisfied 84 84

8 %is satisfied 3 3

G ery satisfied <8 <8

< Moderately 88 88

Total 2FF 2FF

$atisfied and 88L of the respondents are moderately satisfied by choosing the product.





Eraph*G.9

0

5

10

15

20

25

30

35

)0

)5

$ati#%ed &i# #ati#%ed 'er( #ati#%ed

Moderatel(





<. Table $howing customer satisfaction of the overall comfortabulityof using the products

JH0=0J(06

The above table illustrates that, out of 2FF respondents G<L of the respondents are said that

0!cellent, 8@L of the respondents are said that Eood, 8GL of the respondents said that

Moderate and 29L of the respondents said that un comfortable in using the product.

0

5

10

15

20

25

30

35

E"ellet ood Moderate "o+/ortable

Era

ph*G.



1 0!cellent G< G<

8 Eood 8@ 8@

G Moderate 8G 8G

< Cncomfortable 29 29

Total 2FF 2FF




<.4 Table $howing customer satisfaction of the with %odladairy/roducts

$.Jo comfortabulity level Jo> )f =espondents /ercentage

1 $atisfied 84 84

8 %is satisfied 3 3

G ery satisfied <8 <8

< Moderately 88 88

Total 2FF 2FF

JH0=0J(06

The above table illustrates that, out of 2FF respondents 84L of the respondents are satisfied,

388L of the respondents are moderately satisfied by choosing the product L of the respondents

are dissatisfied, <8L of the respondents are very much satisfied and by choosing the product





0

510

15

20

25

30

35

)0

)5

$ati#%ed &i# #ati#%ed 'er( #ati#%ed

Moderatel(

Eraph

*G.4

<.@ Table $howing Availability of /roducts





.

JH0=0J(06

Hrom the above table availability of are @8L Qes, 28L Jo.

Eraph*G.@

0

10

20

30

)0

50

*0

0

40

0

Ye# 6o


$.Jo. Availability of /roducts Jo> )f =espondents /ercentage

2 Qes @8 @8

8 Jo 2@ 2@

TOTAL 188 188




<. 3 Table $howing /roduct /ricing

JH0=0J(06

The above table illustrates that, out of 2FF respondents 2@Lof the customers are high, <8Lof

the customers are affordable, 8GLof the customers are &ittlemore, and 24L of the customers are

very less regarding to /rice level of the products.

Eraph*G.3


$.Jo /ricing of $pare /arts Jo> )f =espondents /ercentage

1 igh 2@ 2@

8 Affordable <8 <8

G &ittlemore 8G 8G

< ery less 24 24

Total 2FF 2FF




<(g A%'0a)e .($$)e&%'e Ve' )e##

!

5

1!

15

2!

25

3!

35

4!

45

Per"eta.e

Pe'-e+$age

<.2F Table $howing customer satisfaction of the $ales P $ervices

JH0=0J(06

Hrom the above table satisfaction of sales P services are 4GL Qes, 84L Jo.

Eraph*G.2F


$.Jo. $atisfaction &evel Jo> )f =espondents /ercentage

2 Qes 4G 4G

8 Jo 84 84

TOTAL 188 188




73=

27=

Sa$(#,a-$(%+ .e4e) %, Sa)e# > Se'4(-e#

Ye#

N%

<.22 Table $howing customer satisfaction of the overall marketing performance of company.

JH0=0J(06

The above table illustrates that, out of 2FF respondents 88Lof the customers are delighted,

<8Lof the customers are satisfied, 8FLof the customers are very satisfied, and 2L of the

customers are dis satisfied regarding to performance of Marketing.



1 %elighted 8G 8G

8 $atisfied G@ G@

G ery satisfied 82 82

< %is satisfied 2@ 2@

Total 2FF 2FF




Eraph*G.22

!5

1!152!253!354!

Per"eta.e

Pe'-e+$age

<.28 Table $howing customer satisfaction of the overall uality of product.



1 %elighted 88 88

8 $atisfied 83 83

G ery satisfied G G

< %is satisfied 2G 2G

Total 2FF 2FF




JH0=0J(06

The above table illustrates that, out of 2FF respondents 8GLof the customers are delighted,

G@Lof the customers are satisfied, 82Lof the customers are very satisfied, and 2@L of the

customers are dis satisfied regarding to quality of the product.

Eraph*G.28

De)(g$e0 Sa$(#?e0 Ve' #a$(#?e0 D(# #a$(#?e0!

5

1!

15

2!

25

3!

35

4!

Sa$(#a-$(%+ )ee) % /a#(+g

<.2G. %o you think the company should develop more milk e!clusive

/arlor to sell their milk products


1 %elighted 88 888 $atisfied 83 83

G ery satisfied G G

< %is satisfied 2G 2G

Total 2FF 2FF

JH0=0J(06





The above table illustrates that, out of 2FF respondents 88Lof the customers are delighted,

83Lof the customers are satisfied, GLof the customers are very satisfied, and 2GL of the

customers are dis satisfied regarding to transportation of product in time.

Eraph*G.2G

De)(g$e0 Sa$(#?e0 Ve' #a$(#?e0 D(# #a$(#?e0!

5

1!

15

2!

25

3!

35

4!

FINDIN9S

• t is found that most of the respondents 9<Lofare using Milk and (urd in a large quantity

daily• t is found that the most of the respondents9LFf are very much satisfied with the

features and benefits from the product

• Most of the respondents 9Lof optioned that it is good to have home delivery and

retailing of the product delivery.

• <8Lof respondents are very much satisfied by choosing the product of %odla dairy





• Most of the respondents 24Lofare less comfortable with the product usage

• <8Lof respondents are very much satisfied with the availability of product.

•24Lof customers are very less satisfied regarding to /rice level of the products.

• 84Lof customers are satisfied regarding to performance of Marketing.

• G@Lof customers are satisfied regarding to quality of the product.

• GLof customers are very satisfied regarding to transportation of product in time.

SU99ESTIONS

t is advised to increase the total number of free services so that the customers may feel

optimistic on the part the services.

=esponse at the time of servicing should be improved.

t is advised to improve some features of the "%odla dairy /roducts# such that it leads to

be ma-estic market.

The delivery boys are to be strictly prohibited from taking tips from the customers by

keeping eye on them.





nstructions regarding the usage of the product for better performance should be

e!plained to the customers at the time of sales or else printed in the product.

ANNE=URE-I

UESTIONNAIRE

CUSTOMER SATISFACTION AND SERVICES TOWARDS DODLA DAIRY LIMITED.

N%'e o t,e cu$to'er6

Age6

)ccupation6





Address6

2. %o you use milk productsO

a5 Qes b5 no

2.2 if yes, specify your daily consumption

A5 2:8 liter

B5 2 liter

(58 liter

%5above 8 liter

8. hat type of milk do you preferred to consume O

a5 (reamy milk 1 5

b5 Jormal milk 1 5

c5 Hull creamy milk 1 5

G. %o you use %)%&A %A=Q milk productsO

a5 Qes b5 no

G.2 if yes, select the type of %)%&A %A=Q milk products you use from

The following

a5 Milkyes 1 5 no 1 5

b5 Ehee yes 1 5 no 1 5

c5 ce cream yes 1 5 no 1 5

d5 Hlavored milk yes 1 5 no 1 5





e5 $weetsyes 1 5 no 1 5

<. ow did you get awareness about the %)%&A %A=Q milk productsO

a5 newspapers b5 television c5 hoardings d5 paintings e5 others

9. =ate your satisfaction level on the promotional activities followed by%)%&A %A=Q

milk products

a5 ighly satisfied b5 satisfied c5 neither satisfied P nor satisfied

d5 %issatisfiede5 highly dissatisfied

. ow do you feel about the prices of %)%&A %A=Q milk productsO

a5 Eood b5 moderate c5 poor

4. Are you satisfied with the quality of %)%&A %A=Q milk productsO

a5 Qes b5 no

@. Are %)%&A %A=Q milk products abundantly available in your areaO

a5 Qes b5 no

3. Are you satisfied with the milk product available with your nearest

dealerO

a5 Qes b5 no

2F. =ate your satisfaction level on the package of %)%&A%A=Q milk

/roducts





a5 ighly satisfied b5 $atisfied c5 Jeither satisfied P nor satisfied

d5 %issatisfied e5 highly dissatisfied

22. =ate your satisfaction on %)%&A %A=Q milk products against

(ompetitive from the following factors

28. %o you feel that company should concentrate more on promotingOTheir product

a5 Qes b5 no

fyes, what the other media the company can consider to

/romotetheir products

a5

b5

c5


Hactors ighly

satisfied

satisfied Jeither

satisfied P

nor satisfied

%issatisfied ighly

satisfied

uality

/rice

Brand image

/acking

Availability




2G. %o you think the company should develop more milk e!clusiveO

/arlor to sell their milk products

a5 Qes b5 no

2<. Are you satisfied with the product service quality of the

%)%&A %A=Qmilk parlors

a5 Qes b5 no

29. ow do you feel about the recent price hikes of %)%&A %A=Qmilk

a5 $atisfied b5 neither satisfied P nor satisfied c5 dissatisfied

2. Any valuable suggestion to the company

ANNE=URE-II

IILO9RAP6Y

MA=I0TJE MAJAE0M0JT 6 PHILIP KOTLER

MA=I0TJE MAJAE0M0JT 6 =AKAJ $AS0J

MA=I0TJE =0$0A=( 6 %.%.$A=MA





%.B.B0=

RESEARC< MET<ODO.OGY @ CRKOT<ARI

WESITE:

!!!.2oo2le.co'

!!!.+re",%ll.co'

!!!.&o&l%&%*r).co'

http://www.google.com/

http://www.prenhall.com/

http://www.google.com/

http://www.prenhall.com/

dodla Final Project

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