Description
A STUDY ON THE EFFECTIVENESS OF SALES PROMOTION TECHNIQUES AT MILMA DAIRY PLANT
CHAPTER – I
INTRODUCTION
1
INTRODUCTION
The project report contains details of the study conducted on effectiveness of
sales promotion techniques adopted by Milma Punnapra. The Milma adopt
various sales promotion techniques for consumers. The level sales promotion
includes Samples, Coupons, replacement, demonstration etc. The Project
analyses the effectiveness of these sales promotion techniques on consumers
and provide suggestions to overcome the drawbacs, if any. !n fact milma have
a good sales turnover and for last few years, there is a increase in annual sales.
Mareting deals with identifying and meeting human and social needs.
Mareting is "meeting needs profitability#. Mareting is a social process by
which individual and groups obtain what they need and want through creating,
offering and freely e$changing products and services of values with others.
Modern maret provides potential customer many opportunities to choose
among commodities offered to him. !t is a buyer%s maret and he enjoys the
pleasure of deciding the various alternatives. !n recent times sellers have
reali&ed that taing a customer for granted would be lie a driver taing his
hand'off the steering wheel after starting the vehicle.
Sales promotion is concerned with the creation. (pplication and dissemination
of material and techniques that supplement advertising and personal selling.
Sales promotion maes use of direct mail, catalogues, trade shows, sales
contests, premiums, samples, windows displays and other aids. !ts purpose is to
increase the desire of salesman, distributors and dealers to sell a certain brand to
mae consumers more eager to buy that brand. Personal selling and advertising
do include prospects to mae these decisions. Sale promotion provides an e$tra
stimulus.
Sales promotion on the other hand, includes the form of mass communication
directed towards information and influencing the channel of distribution )e.g.
distributors, retailers etc.*. +ence a price of product literature distributed by
retailers in sales promotion.These sales promotion merges on one side in to
advertising and on the other in to personal salesman ship. !t is concerned with
2
the dissemination of information to wholesalers, retailers, customers )both
actual and potential, and to the salesman*.
3
INDUSTRIAL PROFILE
4
1.2.1 Dairying industry in international scenario
The dairy industry has a long of environmental stewardship. ,airy farming has
been part of agriculture for thousands of years, but historically, it was usually
done on a small scale on mi$ed farms. ,own to the late -.
th
century cattle were
valued primarily for their mil rather than their beef'producing qualities. /rom
earliest times, mil and dairy products has occupied a prominent place in the
diet of the people.
Specialist scale dairy farming is only viable where either a large amount of mil
is required for production of more durable dairy products, such as cheese, or
there is a substantial maret of people with cash to buy mil, but no cows of
their own.
Centrali&ed dairy farming as we understand it primarily developed around
villages and cities, where residents are unable to have cows of their own due to
alac of gra&ing land. 0ear the town, farmers could mae some e$tra money on
the side by having additional animals and selling the mil in town. The dairy
farmers would fill barrels with mil in the morning and bring it to maret on a
wagon.
Most dairy far sell the male calves born by their cows, usually for veal
production, or breeding depending on quality of the bull calf, rather than raising
non'mil'producing stoc. Many dairy farms also grow their own feed,
typically including corn, alfalfa, and hay. This is fed directly to the cows, or is
stored as silage for use during the winter season. (dditional dietary supplements
are added to the feed to increase quality mil production.
There is a great deal of variation in the pattern of dairy production
worldwide. Many countries which are large producers, consume this internally,
5
while others'in particular 0ew 1ealand'e$port a large percentage of their
production. !nternal consumption is often in the form of liquid mil, while the
bul of international trade in processed dairy product such as mil powder.
6
COMPANY PROFILE
7
1.3.1 HISTORY OF TH CO!"#NY
$R#%# CO&O"R#TI' !I%$ !#R$TIN(
FDR#TION )$C!!F*
The 2CMM/ was among the first federation in !ndia to have an elected
board it was popularly nown as Milma and was set up in -345. !t operates on
the truly democratic lines of "of the farmers by the farmers, for the farmers%
with the chairman and board of directors of the organi&ations. There is three
regional cooperative mil producers union at present. They are
I. T+iru,anant+a-ura. regional coo-erati,e .il/ -roducers union
)TRC!"U*
!t was formed in -346 and was registered in -346. The revenue districts
of Thiruvananthapuram, 2ollam, (lappu&ha, Pathanamthitta comes under the
control of T7CMP8.
II. rna/ula. regional coo-erati,e .il/ -roducers union )RC!"U*
!t was formed in -349 and it was organi&ed under (nand Pattern under
the operation flood program and was sponsored by 0,,:. !ts operational area
comes under ;rnaulam, Trichur, 2ottayam and !dui. There is a centrali&ed
training facility at Trichur providing training to society staff, farmers and
employees of Milma.
III. !ala0ar regional coo-erati,e .il/ -roducers union )!RC!"U*
!t was formed in -343 and started functioning on -335, its operational
areas are Palaad, 2annur, 2o&hiode and <ayanad and 2asargode.
8
0ow well'nown by the popular sobriquet =M!>M(%, 2erala Co'operative
Mil Mareting /ederation )2CMM/* was formed in -345 as a state adjunct
of the 0ational ,airy Programme =?peration /lood%. !t is a three'tiered
organi&ation. (t the grassroots level M!>M( has @563 (nand model primary
mil co'operative societies as on @[email protected] with 4.9 lah local mil
producing farmers as members. These primary societies are grouped under
three 7egional Co'operative Mil Producers% 8nions vi& T7CMP8 for
Thiruvananthapuram region, ;7CMP8 for ;rnaulam region and M7CMP8
for Malabar region. (t the ape$ level 2CMM/ functions from the
headquarters at Thiruvananthapuram. /rom the different units managed
directly by 2CMM/ and the various units under regional unions M!>M(
produces and distributes pasteuri&ed Bitamin C ( enriched mil and various
mil'based products as well as mango drin throughout the state. M!>M( has
been instrumental in achieving the national goal of self'sufficiency in mil
production in the state. Still the goal is receding as 2erala enjoys one of the
highest ranges of per capita mil consumption. 2CMM/ is totally content in
the reali&ation of this vision which was set before it. 2CMM/ has achieved
the distinction in its performance by close association and bond with 0ational
,airy ,evelopment
ard, (nimal +usbandry ,epartment and ,airy
,evelopment ,epartment of the State and 2erala >ivestoc ,evelopment
ard.
2erala Co'opertive Mil Mareting /ederation )2CMM/*, popularly called
=M!>M(% was established in (pril, -345 with is head office at Trivandrum for
the successful implementation of =?peration /lood% Programme in 2erala.
O"R#TION F%OOD
( Success story on the ,airy scene in !ndia during the si$ties was the farmer'
owned (M8> Co'operative in (nand )2aira ,istrict, Dujarat* with is
integrated approach to production, Procurement , Processing and Mareting on
Co'operative line. ?ver the years, this evolved itself into a model, based on
self rule by farmers ensuring ma$imum returns to them. This model came to
nown as =ANAND PATTERN% . The efficiency of the Model was worth
replication. Therefore, a dairy programme called "OPERATION FLOOD% was
launched in -3.5 under the aegis of the 0ational ,airy developmentard
9
)0,,:*. 0,,: functioned as the technical consultants and the erstwhile
!ndian ,airy Corporation as the funding agency. The ideology followed by
"OPERATION FLOOD% was the remunerative lining of rural mil producing
centers with the urban demand centers so as to build up a viable diary industry.
2erala was included in the second phase of =?peration /lood% )?/ !! -345'
-34.*. The eight southern districts from Trivandrum to Trichur were included
in the are of the project which had a total outlay of 7s. A3 Crores.
/rom -345 2CMM/ was involved in concentrated spearhead team activities,
identification of potential mil collection aread, formation of mil Co'
operatives and e$tension activities. M!>M( came into its own on -'E'-34@
when it too over the revenue earning activities of Procurement and Mareting
from the Dovt. in (pril -34@.
;ncouraged by the response of ?/ !!, the same areas were included in the third
phase of =?peration /lood% )?/ !!!*. This phase had an outlay of 7s.-4 crores.
The growing popularity of the concept of Co'operativisation Section has
spurred the authorities into e$ploring new vistas. The unvocered northern areas
from Palaad to 2asargode were thus brought under the Co'operative
umbrella with the inception of the 0?7T+; 2;7(>( ,(!7F P7?G;CT.
This Project is funded by the Swiss ,evelopment Co'operation through the
0ational ,airy ,evelopmentard.
The Motto of Co'operation of "o1 t+e -eo-le2 0y t+e -eo-le and 1or t+e
-eo-le# is foundation of the "three tier system# followed by the ?rganisation.
The Power of the Producer members is felt right from the grass root village
Co'operative Society to theard governing the State leel /ederation through
this system of functioning.
(t the village level we have the Billage Mil Co'operative Societies which
have the local mil producers as its members.
The Billage Co'operatives unite at 7egional level to form 7egional Co'
operative Mil Producers% 8nions. These 8nions later federate at the State
level to form State /ederation.
10
"RODUCTS OF !I%!#
Pasturised Standardised Mil
Pasturised +omogenised Toned Mil
Pasturised Toned Mil
Pasturised ,ouble Toned Mil )Smart Mil*
Pasturised Toned Mil ' Special
Paneer
Set Curd
Sambharam
Simmed Mil Curd
Milma :utter
Milma Dhee
2ulfi
Cone !cecream
Choco :ar
!cecream
11
Cassatta
Milma Sip'up
2rispy Choclate
Dulab Gamun
Milma !nstant Palada Mi$
Milma Peda
Milma Plus)Strawberry*
Milma Plus)Chocolate*
Mil Powder
Pacaged ,rining water
Milma 7efresh
Milma 7ich
Milmamin
12
O34CTI'S OF $C!!F
The main aims of 2CMM/ are
a* To channeli&e mil from rural surplus areas to urban deficit areas in
such a way so as to ma$imi&e the returns of both the producer and the
consumer.
b* To build up a viable dairy industry in the state,
c* The socio'economic uplift of the dairy farmers through procuring,
processing and mareting of mil.
d* To carryout activities for promoting Production, Procurement,
Processing and Mareting of mil and mil products for economic
development of the farming community.
e* To provide constant maret and stable price to the dairy farmers for
their produce.
13
1.4 Statement of the Pro!em"
The purpose of the project was to study the effectiveness of sales promotion
techniques adopted by milma at consumer level in (lappu&ha district.
1.# O$e%t&'e( of the St)*+"
PRIMARY O,-ECTI.E
-* To study the effectiveness of sales promotion techniques adopted by milma.
SECONDARY O,-ECTI.E
-*To study the effectiveness of sales promotion among consumers.
2) To now the buying response at the consumer level.
3) To know the attitude of consumers towards the product
1./ SCOPE OF THE STUDY
To understand the sales promotion techniques adopted by Milma at consumer
level and its effectiveness among consumers. The study reveals a clear picture
about the present techniques of sales promotion adopted by milma.
14
1.5 Researc+ !et+odology
Ty-e o1 researc+
,escriptive type research has used to complete the project. This research is base
on fact finding enquires and the variables are totally independent and
uncontrollable.
Data collection6
Pr&mar+ Data
Primary data of research are collected from direct resources through
questionnaire.
Uni,erse
8niverse of this research is Central product dairy (lappu&ha.
Sa.-le si7e
-55 respondents has selected as sample si&e for research.
Data re-resentation tec+ni8ue and tools
The data are presented through charts and tables.
15
CHAPTER 0 II
RE.IE1 OF
LITERATURE
16
"Mareting is a social and managerial process by which individuals andgroups
obtain whatthey needandwant, throughcreating offering and e$changing
products of value with others#.
"+ili- $otler
Sales "ro.otion
(ccording to (merican Mareting (ssociation , Sales promotion is " those
mareting activities other than personal selling, advertising and publicity that
stimulates consumers purchasing and dealers effectiveness such as display,
shows , e$position, demonstration and various non recurring selling efforts
nown in ordinary routine #
$inds o1 Sales "ro.otion
1* Sa.-ling
/ree samples are given to the consumers to increase in the product. They are
also given too introduce a new product and e$pand the maret.
2* Cou-on
Coupons are supplied along with a product. !ts certificate that reduces prices,
coupons can be mailed enclosed in the pacs or product
3* De.onstration
!t is the instruction to educate the consumers in the manner of using the
products. <hen the products are comple$ and of technique nature,
demonstration are necessary for egH Computers mi$ etc
9* Contest
17
There are contest to attract more and new customers or to introduce a new
product. Most of these are lucy draws, ganees etc
!ar/eting!i:
Mareting mi$ is the set of mareting tools that a firm uses to pursue its
mareting objectives in the target maret. McCarthy has populari&ed a four
factor classification of mareting tools nown as the Ep%s of the mareting
mi$. They areH
; "roduct
; "rice
; "lace
; "ro.otion
18
CHAPTER 0III
DATA ANALYSIS AND
INTERPERTATION
19
-* Table Showing Product wise classification of customers
Particulars 0o of 7espondents Percentage
Mil 65 65
:utter 6 6
Curd A5 A5
Dhee -5 -5
Peda -5 -5
?ther products 6 6
Total -55 -55
Table @.-
/rom the above table the percentage analysis shows that 65I consumers buying
mil and 66 consumers buying butter , A5I consumers buying curd , -5I
consumers buying peda and the last 6 I consumers buy other products of
milma.
Source HJuestionnare
20
Mik !utter "urd #hee $eda %ther products
0
10
20
30
40
50
60
$ercenta&e
/igure @.-
21
A* Table showing rating of products produced in milma
Particulars 0o of 7espondents Percentage
;$cellent -5 -5
Dood 45 45
(verage -5 -5
Poor 5 5
Total -55 -55
Table @.A
/rom the above table , it is clear that -5I people rate the products in milma is
e$cellent and 456 people rate the products in milma is good and -5I consumers
rates that it is average and no one rate that it is poor.
22
'(ceent #ood )*era&e $oor
0
10
20
30
40
50
60
70
80
90
$ercenta&e
/igure @.A
23
@* Table showing regular purchase of consumers.
Particulars 0o of 7espondents Percentage
Fes 45 45
0o A5 A5
Total -55 -55
Table @.@
/rom the above table , 45I consumers can purchase regularly for milma
products and A5I consumers cannot purchase regularly.
24
+es no
0
10
20
30
40
50
60
70
80
90
,o of -espondents
$ercenta&e
/igure @.@
25
E* Table showing satisfaction with quality of milma products
Particulars 0o of 7espondents Percentage
+ighly satisfied -6 -6
Satisfied 46 46
,issatisfied 5 5
Total -55 -55
Table @.E
/rom the above table -6 I of respondents are highly satisfied with the quality
of milma products and 46I of respondents are satisfied. 0o one is dissatisfied
26
.i&h+ satis/ed satis/ed dissastis/ed
0
10
20
30
40
50
60
70
80
90
,o of -espondents
$ercenta&e
/igure @.E
27
6* Table showing opinion regarding the price of milma products
Particulars 0o of 7espondents Percentage
+igh 96 96
Medium @5 @5
>ow 6 6
Total -55 -55
/rom the above table it reveals 96I of respondents are having the opinion that
price of milma products are high, @5I says it is medium and 6I says that it is
low
28
.i&h Medium 0ow
0
10
20
30
40
50
60
70
,o of -espondents
$ercenta&e
/igure @.6
29
9* Table showing mode of Purchase of milma productsK
Particulars 0o of 7espondents Percentage
,irectly from milma E5 E5
(gent -5 -5
7etail shop 65 65
Total -55 -55
/rom the above table it shows 65I of respondents can buy the milma products
from retail shop and E5I of respondents can buy the products directly from
milma and -5I buys from agent
30
1irect+ from mima )&ent -etai shop
0
10
20
30
40
50
60
,o of -espondents
$ercenta&e
/igure @.9
31
.* Table showing satisfaction with availability of milma products
Particulars 0o of 7espondents Percentage
Fes -55 -55
0o 5 5
The Table shows -55I respondents are satisfied with availability of products
32
+es no
0
20
40
60
80
100
120
,o of -espondents
$ercenta&e
/igure @..
33
4* Table showing satifactionary promotional measures adopted by milma
Particulars 0o of 7espondents Percentage
Strongly agree A9 A9
(gree A3 A3
0eutral A4 A4
,isagree -. -.
Total -55 -55
/rom the above table shows that A9I of the respondents strongly agree and
A3I of respondents agree that satisfactionary promotional measures are adopted
by milma and A4I of respondents are neutral in nature and -.I of them
disagree with the statement.
34
2tron&+ a&ree a&ree neutra disa&ree
0
5
10
15
20
25
30
35
,o of -espondents
$ercenta&e
/igure @.4
35
3* Table showing (dvertising campaigns conducted by the firm is useful to
increase the sale of milma products
Particulars 0o of 7espondents Percentage
Strongly agree A A
(gree -E -E
0eutral @9 @9
,isagree E4 E4
Total -55 -55
/rom the above table it shows E4I of disagree and @9I of them are neutral in
nature , -EI of them agreeand AI of them strongly agree.
36
2tron&+ a&ree a&ree neutra disa&ree
0
10
20
30
40
50
60
,o of -espondents
$ercenta&e
/igure @.3
37
-5* Table showing reduction in bul purchase
Particulars 0o of 7espondents Percentage
Fes 5 5
0o -55 -55
/rom the table it shows that 5I respondents say that they get reduction in bul
purchase and -55I respondents reveal that they does not get any reduction in
bul purchase.
38
+es no
0
20
40
60
80
100
120
,o of -espondents
$ercenta&e
/igure @.-5
39
CHAPTER – I.
FINDIN2S
SU22ESTIONS
AND
CONCLUSION
40
FINDIN(S
-* Most of the respondents are buying mil from milma
A* Majority of the respondents have good opinion about milma products
@* 45I of respondents mae regular purchase and A5I cannot mae regular
purchase
E* 46I of respondents satisfied the quality of milma products
6* 96I of respondents say price of milma products is high
9* Most of the respondents buy milma products from retail shop
.*-55I of them are satisfied with availability of milma products
4* !t was found A9I of them strongly agree and A3I of them agree with
promotional measures adopted by milma
3* E4I says that sufficient advertisement campaigns are not conducted by
milma
-5* Majority of the respondents does not get reduction in bul purchase
SU((STIONS
1* To give more and more advertisement of milma products
A* To implement new and effective promotional measures
@* To reduce the price of the products
E* To encourage bul purchase provide quantity discount to customers
CONC%USION
The sales promotion technique is the inds of incentives and techniques directed
towards consumers and traders with the intention to produce immediate or
short'term sales effects.
/rom the survey it is analy&ed milma should improve their sales promotion
techniques. The consumers are very much satisfied with availability, Juality
etc.The past record shows that milma has a good sales turnover. The
management should try to maintain it.
41
3I3%IO(R#"HY
,OO3S.
1. 3othar& C.R 4Research Methodology- Methods and
Techniques” 2nd re*ised
edition 32007) ,ew )&e 4nternationa $u5ishers6 ,ew 1ehi7
1E,SITE
• http899www7a5usiness7com9human6resources9empo+ee6
de*eopment6empo+eeproducti*it+9
• www7mima7com9ice
42
#""NDI<
43
5UESTIONNAIRE
A STUDY ON THE EFFECTI.ENES OF SALES PROMOTION
TECHNI5UES
Name "
P!a%e "
A6e "
3&n*!+ 7!! the fo!!o8&n6"
9P!ea(e
t a t&%; mar; &n the a::ro:r&ate o<=
-* 0ame of the product you buy from milma K
Mil :utter Curd Dhee Peda ?ther products
A* +ow do you rate the products produced in milmaK
;$cellent good average poor
@* ,o you mae a regular purchaseK
Fes 0o
E* (re you satisfied with quality of milma productsK
+ighly satisfied Satisfied ,issatisfied
6* <hat is your opinion about the price of milma productsK
44
+igh Medium >ow
9* <hat is your mode of PurchaseK
,irectly from Milma (gent 7etail shop
.* (re you satisfied with availability of milma productK
Fes 0o
4* Satisfactionary promotional measures are adopted by milmaK
Strongly agree (gree 0eutral ,isagree
3* (dvertising campaigns conducted by the firm is useful to increase the sale of milma
productsK
Strongly agree (gree 0eutral ,isagree
-5* ,o you get reduction in bul purchaseK
Fes 0o
45
46
47
doc_121955464.docx
A STUDY ON THE EFFECTIVENESS OF SALES PROMOTION TECHNIQUES AT MILMA DAIRY PLANT
CHAPTER – I
INTRODUCTION
1
INTRODUCTION
The project report contains details of the study conducted on effectiveness of
sales promotion techniques adopted by Milma Punnapra. The Milma adopt
various sales promotion techniques for consumers. The level sales promotion
includes Samples, Coupons, replacement, demonstration etc. The Project
analyses the effectiveness of these sales promotion techniques on consumers
and provide suggestions to overcome the drawbacs, if any. !n fact milma have
a good sales turnover and for last few years, there is a increase in annual sales.
Mareting deals with identifying and meeting human and social needs.
Mareting is "meeting needs profitability#. Mareting is a social process by
which individual and groups obtain what they need and want through creating,
offering and freely e$changing products and services of values with others.
Modern maret provides potential customer many opportunities to choose
among commodities offered to him. !t is a buyer%s maret and he enjoys the
pleasure of deciding the various alternatives. !n recent times sellers have
reali&ed that taing a customer for granted would be lie a driver taing his
hand'off the steering wheel after starting the vehicle.
Sales promotion is concerned with the creation. (pplication and dissemination
of material and techniques that supplement advertising and personal selling.
Sales promotion maes use of direct mail, catalogues, trade shows, sales
contests, premiums, samples, windows displays and other aids. !ts purpose is to
increase the desire of salesman, distributors and dealers to sell a certain brand to
mae consumers more eager to buy that brand. Personal selling and advertising
do include prospects to mae these decisions. Sale promotion provides an e$tra
stimulus.
Sales promotion on the other hand, includes the form of mass communication
directed towards information and influencing the channel of distribution )e.g.
distributors, retailers etc.*. +ence a price of product literature distributed by
retailers in sales promotion.These sales promotion merges on one side in to
advertising and on the other in to personal salesman ship. !t is concerned with
2
the dissemination of information to wholesalers, retailers, customers )both
actual and potential, and to the salesman*.
3
INDUSTRIAL PROFILE
4
1.2.1 Dairying industry in international scenario
The dairy industry has a long of environmental stewardship. ,airy farming has
been part of agriculture for thousands of years, but historically, it was usually
done on a small scale on mi$ed farms. ,own to the late -.
th
century cattle were
valued primarily for their mil rather than their beef'producing qualities. /rom
earliest times, mil and dairy products has occupied a prominent place in the
diet of the people.
Specialist scale dairy farming is only viable where either a large amount of mil
is required for production of more durable dairy products, such as cheese, or
there is a substantial maret of people with cash to buy mil, but no cows of
their own.
Centrali&ed dairy farming as we understand it primarily developed around
villages and cities, where residents are unable to have cows of their own due to
alac of gra&ing land. 0ear the town, farmers could mae some e$tra money on
the side by having additional animals and selling the mil in town. The dairy
farmers would fill barrels with mil in the morning and bring it to maret on a
wagon.
Most dairy far sell the male calves born by their cows, usually for veal
production, or breeding depending on quality of the bull calf, rather than raising
non'mil'producing stoc. Many dairy farms also grow their own feed,
typically including corn, alfalfa, and hay. This is fed directly to the cows, or is
stored as silage for use during the winter season. (dditional dietary supplements
are added to the feed to increase quality mil production.
There is a great deal of variation in the pattern of dairy production
worldwide. Many countries which are large producers, consume this internally,
5
while others'in particular 0ew 1ealand'e$port a large percentage of their
production. !nternal consumption is often in the form of liquid mil, while the
bul of international trade in processed dairy product such as mil powder.
6
COMPANY PROFILE
7
1.3.1 HISTORY OF TH CO!"#NY
$R#%# CO&O"R#TI' !I%$ !#R$TIN(
FDR#TION )$C!!F*
The 2CMM/ was among the first federation in !ndia to have an elected
board it was popularly nown as Milma and was set up in -345. !t operates on
the truly democratic lines of "of the farmers by the farmers, for the farmers%
with the chairman and board of directors of the organi&ations. There is three
regional cooperative mil producers union at present. They are
I. T+iru,anant+a-ura. regional coo-erati,e .il/ -roducers union
)TRC!"U*
!t was formed in -346 and was registered in -346. The revenue districts
of Thiruvananthapuram, 2ollam, (lappu&ha, Pathanamthitta comes under the
control of T7CMP8.
II. rna/ula. regional coo-erati,e .il/ -roducers union )RC!"U*
!t was formed in -349 and it was organi&ed under (nand Pattern under
the operation flood program and was sponsored by 0,,:. !ts operational area
comes under ;rnaulam, Trichur, 2ottayam and !dui. There is a centrali&ed
training facility at Trichur providing training to society staff, farmers and
employees of Milma.
III. !ala0ar regional coo-erati,e .il/ -roducers union )!RC!"U*
!t was formed in -343 and started functioning on -335, its operational
areas are Palaad, 2annur, 2o&hiode and <ayanad and 2asargode.
8
0ow well'nown by the popular sobriquet =M!>M(%, 2erala Co'operative
Mil Mareting /ederation )2CMM/* was formed in -345 as a state adjunct
of the 0ational ,airy Programme =?peration /lood%. !t is a three'tiered
organi&ation. (t the grassroots level M!>M( has @563 (nand model primary
mil co'operative societies as on @[email protected] with 4.9 lah local mil
producing farmers as members. These primary societies are grouped under
three 7egional Co'operative Mil Producers% 8nions vi& T7CMP8 for
Thiruvananthapuram region, ;7CMP8 for ;rnaulam region and M7CMP8
for Malabar region. (t the ape$ level 2CMM/ functions from the
headquarters at Thiruvananthapuram. /rom the different units managed
directly by 2CMM/ and the various units under regional unions M!>M(
produces and distributes pasteuri&ed Bitamin C ( enriched mil and various
mil'based products as well as mango drin throughout the state. M!>M( has
been instrumental in achieving the national goal of self'sufficiency in mil
production in the state. Still the goal is receding as 2erala enjoys one of the
highest ranges of per capita mil consumption. 2CMM/ is totally content in
the reali&ation of this vision which was set before it. 2CMM/ has achieved
the distinction in its performance by close association and bond with 0ational
,airy ,evelopment
ard, (nimal +usbandry ,epartment and ,airy,evelopment ,epartment of the State and 2erala >ivestoc ,evelopment
ard.2erala Co'opertive Mil Mareting /ederation )2CMM/*, popularly called
=M!>M(% was established in (pril, -345 with is head office at Trivandrum for
the successful implementation of =?peration /lood% Programme in 2erala.
O"R#TION F%OOD
( Success story on the ,airy scene in !ndia during the si$ties was the farmer'
owned (M8> Co'operative in (nand )2aira ,istrict, Dujarat* with is
integrated approach to production, Procurement , Processing and Mareting on
Co'operative line. ?ver the years, this evolved itself into a model, based on
self rule by farmers ensuring ma$imum returns to them. This model came to
nown as =ANAND PATTERN% . The efficiency of the Model was worth
replication. Therefore, a dairy programme called "OPERATION FLOOD% was
launched in -3.5 under the aegis of the 0ational ,airy development
ard9
)0,,:*. 0,,: functioned as the technical consultants and the erstwhile
!ndian ,airy Corporation as the funding agency. The ideology followed by
"OPERATION FLOOD% was the remunerative lining of rural mil producing
centers with the urban demand centers so as to build up a viable diary industry.
2erala was included in the second phase of =?peration /lood% )?/ !! -345'
-34.*. The eight southern districts from Trivandrum to Trichur were included
in the are of the project which had a total outlay of 7s. A3 Crores.
/rom -345 2CMM/ was involved in concentrated spearhead team activities,
identification of potential mil collection aread, formation of mil Co'
operatives and e$tension activities. M!>M( came into its own on -'E'-34@
when it too over the revenue earning activities of Procurement and Mareting
from the Dovt. in (pril -34@.
;ncouraged by the response of ?/ !!, the same areas were included in the third
phase of =?peration /lood% )?/ !!!*. This phase had an outlay of 7s.-4 crores.
The growing popularity of the concept of Co'operativisation Section has
spurred the authorities into e$ploring new vistas. The unvocered northern areas
from Palaad to 2asargode were thus brought under the Co'operative
umbrella with the inception of the 0?7T+; 2;7(>( ,(!7F P7?G;CT.
This Project is funded by the Swiss ,evelopment Co'operation through the
0ational ,airy ,evelopment
ard.The Motto of Co'operation of "o1 t+e -eo-le2 0y t+e -eo-le and 1or t+e
-eo-le# is foundation of the "three tier system# followed by the ?rganisation.
The Power of the Producer members is felt right from the grass root village
Co'operative Society to the
ard governing the State leel /ederation throughthis system of functioning.
(t the village level we have the Billage Mil Co'operative Societies which
have the local mil producers as its members.
The Billage Co'operatives unite at 7egional level to form 7egional Co'
operative Mil Producers% 8nions. These 8nions later federate at the State
level to form State /ederation.
10
"RODUCTS OF !I%!#
Pasturised Standardised Mil
Pasturised +omogenised Toned Mil
Pasturised Toned Mil
Pasturised ,ouble Toned Mil )Smart Mil*
Pasturised Toned Mil ' Special
Paneer
Set Curd
Sambharam
Simmed Mil Curd
Milma :utter
Milma Dhee
2ulfi
Cone !cecream
Choco :ar
!cecream
11
Cassatta
Milma Sip'up
2rispy Choclate
Dulab Gamun
Milma !nstant Palada Mi$
Milma Peda
Milma Plus)Strawberry*
Milma Plus)Chocolate*
Mil Powder
Pacaged ,rining water
Milma 7efresh
Milma 7ich
Milmamin
12
O34CTI'S OF $C!!F
The main aims of 2CMM/ are
a* To channeli&e mil from rural surplus areas to urban deficit areas in
such a way so as to ma$imi&e the returns of both the producer and the
consumer.
b* To build up a viable dairy industry in the state,
c* The socio'economic uplift of the dairy farmers through procuring,
processing and mareting of mil.
d* To carryout activities for promoting Production, Procurement,
Processing and Mareting of mil and mil products for economic
development of the farming community.
e* To provide constant maret and stable price to the dairy farmers for
their produce.
13
1.4 Statement of the Pro!em"
The purpose of the project was to study the effectiveness of sales promotion
techniques adopted by milma at consumer level in (lappu&ha district.
1.# O$e%t&'e( of the St)*+"
PRIMARY O,-ECTI.E
-* To study the effectiveness of sales promotion techniques adopted by milma.
SECONDARY O,-ECTI.E
-*To study the effectiveness of sales promotion among consumers.
2) To now the buying response at the consumer level.
3) To know the attitude of consumers towards the product
1./ SCOPE OF THE STUDY
To understand the sales promotion techniques adopted by Milma at consumer
level and its effectiveness among consumers. The study reveals a clear picture
about the present techniques of sales promotion adopted by milma.
14
1.5 Researc+ !et+odology
Ty-e o1 researc+
,escriptive type research has used to complete the project. This research is base
on fact finding enquires and the variables are totally independent and
uncontrollable.
Data collection6
Pr&mar+ Data
Primary data of research are collected from direct resources through
questionnaire.
Uni,erse
8niverse of this research is Central product dairy (lappu&ha.
Sa.-le si7e
-55 respondents has selected as sample si&e for research.
Data re-resentation tec+ni8ue and tools
The data are presented through charts and tables.
15
CHAPTER 0 II
RE.IE1 OF
LITERATURE
16
"Mareting is a social and managerial process by which individuals andgroups
obtain whatthey needandwant, throughcreating offering and e$changing
products of value with others#.
"+ili- $otler
Sales "ro.otion
(ccording to (merican Mareting (ssociation , Sales promotion is " those
mareting activities other than personal selling, advertising and publicity that
stimulates consumers purchasing and dealers effectiveness such as display,
shows , e$position, demonstration and various non recurring selling efforts
nown in ordinary routine #
$inds o1 Sales "ro.otion
1* Sa.-ling
/ree samples are given to the consumers to increase in the product. They are
also given too introduce a new product and e$pand the maret.
2* Cou-on
Coupons are supplied along with a product. !ts certificate that reduces prices,
coupons can be mailed enclosed in the pacs or product
3* De.onstration
!t is the instruction to educate the consumers in the manner of using the
products. <hen the products are comple$ and of technique nature,
demonstration are necessary for egH Computers mi$ etc
9* Contest
17
There are contest to attract more and new customers or to introduce a new
product. Most of these are lucy draws, ganees etc
!ar/eting!i:
Mareting mi$ is the set of mareting tools that a firm uses to pursue its
mareting objectives in the target maret. McCarthy has populari&ed a four
factor classification of mareting tools nown as the Ep%s of the mareting
mi$. They areH
; "roduct
; "rice
; "lace
; "ro.otion
18
CHAPTER 0III
DATA ANALYSIS AND
INTERPERTATION
19
-* Table Showing Product wise classification of customers
Particulars 0o of 7espondents Percentage
Mil 65 65
:utter 6 6
Curd A5 A5
Dhee -5 -5
Peda -5 -5
?ther products 6 6
Total -55 -55
Table @.-
/rom the above table the percentage analysis shows that 65I consumers buying
mil and 66 consumers buying butter , A5I consumers buying curd , -5I
consumers buying peda and the last 6 I consumers buy other products of
milma.
Source HJuestionnare
20
Mik !utter "urd #hee $eda %ther products
0
10
20
30
40
50
60
$ercenta&e
/igure @.-
21
A* Table showing rating of products produced in milma
Particulars 0o of 7espondents Percentage
;$cellent -5 -5
Dood 45 45
(verage -5 -5
Poor 5 5
Total -55 -55
Table @.A
/rom the above table , it is clear that -5I people rate the products in milma is
e$cellent and 456 people rate the products in milma is good and -5I consumers
rates that it is average and no one rate that it is poor.
22
'(ceent #ood )*era&e $oor
0
10
20
30
40
50
60
70
80
90
$ercenta&e
/igure @.A
23
@* Table showing regular purchase of consumers.
Particulars 0o of 7espondents Percentage
Fes 45 45
0o A5 A5
Total -55 -55
Table @.@
/rom the above table , 45I consumers can purchase regularly for milma
products and A5I consumers cannot purchase regularly.
24
+es no
0
10
20
30
40
50
60
70
80
90
,o of -espondents
$ercenta&e
/igure @.@
25
E* Table showing satisfaction with quality of milma products
Particulars 0o of 7espondents Percentage
+ighly satisfied -6 -6
Satisfied 46 46
,issatisfied 5 5
Total -55 -55
Table @.E
/rom the above table -6 I of respondents are highly satisfied with the quality
of milma products and 46I of respondents are satisfied. 0o one is dissatisfied
26
.i&h+ satis/ed satis/ed dissastis/ed
0
10
20
30
40
50
60
70
80
90
,o of -espondents
$ercenta&e
/igure @.E
27
6* Table showing opinion regarding the price of milma products
Particulars 0o of 7espondents Percentage
+igh 96 96
Medium @5 @5
>ow 6 6
Total -55 -55
/rom the above table it reveals 96I of respondents are having the opinion that
price of milma products are high, @5I says it is medium and 6I says that it is
low
28
.i&h Medium 0ow
0
10
20
30
40
50
60
70
,o of -espondents
$ercenta&e
/igure @.6
29
9* Table showing mode of Purchase of milma productsK
Particulars 0o of 7espondents Percentage
,irectly from milma E5 E5
(gent -5 -5
7etail shop 65 65
Total -55 -55
/rom the above table it shows 65I of respondents can buy the milma products
from retail shop and E5I of respondents can buy the products directly from
milma and -5I buys from agent
30
1irect+ from mima )&ent -etai shop
0
10
20
30
40
50
60
,o of -espondents
$ercenta&e
/igure @.9
31
.* Table showing satisfaction with availability of milma products
Particulars 0o of 7espondents Percentage
Fes -55 -55
0o 5 5
The Table shows -55I respondents are satisfied with availability of products
32
+es no
0
20
40
60
80
100
120
,o of -espondents
$ercenta&e
/igure @..
33
4* Table showing satifactionary promotional measures adopted by milma
Particulars 0o of 7espondents Percentage
Strongly agree A9 A9
(gree A3 A3
0eutral A4 A4
,isagree -. -.
Total -55 -55
/rom the above table shows that A9I of the respondents strongly agree and
A3I of respondents agree that satisfactionary promotional measures are adopted
by milma and A4I of respondents are neutral in nature and -.I of them
disagree with the statement.
34
2tron&+ a&ree a&ree neutra disa&ree
0
5
10
15
20
25
30
35
,o of -espondents
$ercenta&e
/igure @.4
35
3* Table showing (dvertising campaigns conducted by the firm is useful to
increase the sale of milma products
Particulars 0o of 7espondents Percentage
Strongly agree A A
(gree -E -E
0eutral @9 @9
,isagree E4 E4
Total -55 -55
/rom the above table it shows E4I of disagree and @9I of them are neutral in
nature , -EI of them agreeand AI of them strongly agree.
36
2tron&+ a&ree a&ree neutra disa&ree
0
10
20
30
40
50
60
,o of -espondents
$ercenta&e
/igure @.3
37
-5* Table showing reduction in bul purchase
Particulars 0o of 7espondents Percentage
Fes 5 5
0o -55 -55
/rom the table it shows that 5I respondents say that they get reduction in bul
purchase and -55I respondents reveal that they does not get any reduction in
bul purchase.
38
+es no
0
20
40
60
80
100
120
,o of -espondents
$ercenta&e
/igure @.-5
39
CHAPTER – I.
FINDIN2S
SU22ESTIONS
AND
CONCLUSION
40
FINDIN(S
-* Most of the respondents are buying mil from milma
A* Majority of the respondents have good opinion about milma products
@* 45I of respondents mae regular purchase and A5I cannot mae regular
purchase
E* 46I of respondents satisfied the quality of milma products
6* 96I of respondents say price of milma products is high
9* Most of the respondents buy milma products from retail shop
.*-55I of them are satisfied with availability of milma products
4* !t was found A9I of them strongly agree and A3I of them agree with
promotional measures adopted by milma
3* E4I says that sufficient advertisement campaigns are not conducted by
milma
-5* Majority of the respondents does not get reduction in bul purchase
SU((STIONS
1* To give more and more advertisement of milma products
A* To implement new and effective promotional measures
@* To reduce the price of the products
E* To encourage bul purchase provide quantity discount to customers
CONC%USION
The sales promotion technique is the inds of incentives and techniques directed
towards consumers and traders with the intention to produce immediate or
short'term sales effects.
/rom the survey it is analy&ed milma should improve their sales promotion
techniques. The consumers are very much satisfied with availability, Juality
etc.The past record shows that milma has a good sales turnover. The
management should try to maintain it.
41
3I3%IO(R#"HY
,OO3S.
1. 3othar& C.R 4Research Methodology- Methods and
Techniques” 2nd re*ised
edition 32007) ,ew )&e 4nternationa $u5ishers6 ,ew 1ehi7
1E,SITE
• http899www7a5usiness7com9human6resources9empo+ee6
de*eopment6empo+eeproducti*it+9
• www7mima7com9ice
42
#""NDI<
43
5UESTIONNAIRE
A STUDY ON THE EFFECTI.ENES OF SALES PROMOTION
TECHNI5UES
Name "
P!a%e "
A6e "
3&n*!+ 7!! the fo!!o8&n6"
9P!ea(e
t a t&%; mar; &n the a::ro:r&ate o<=-* 0ame of the product you buy from milma K
Mil :utter Curd Dhee Peda ?ther products
A* +ow do you rate the products produced in milmaK
;$cellent good average poor
@* ,o you mae a regular purchaseK
Fes 0o
E* (re you satisfied with quality of milma productsK
+ighly satisfied Satisfied ,issatisfied
6* <hat is your opinion about the price of milma productsK
44
+igh Medium >ow
9* <hat is your mode of PurchaseK
,irectly from Milma (gent 7etail shop
.* (re you satisfied with availability of milma productK
Fes 0o
4* Satisfactionary promotional measures are adopted by milmaK
Strongly agree (gree 0eutral ,isagree
3* (dvertising campaigns conducted by the firm is useful to increase the sale of milma
productsK
Strongly agree (gree 0eutral ,isagree
-5* ,o you get reduction in bul purchaseK
Fes 0o
45
46
47
doc_121955464.docx