CHAPTER- 1 1. INTRODUCTION 1.1 Indian FMCG industry A.

Fast moving consume goods Those product which have got the high rate of turnover and competitively low price considered as the FMCG products . these products get replaced within one year .example of FMCG product include a wide range of the products such as toiletries, shop, cosmetics, tooth cleaning products, shaving product, detergents packaged food , soft drink, tissue paper and chocolate Subset of FMCGs are fast moving consumer electronics which include innovative electronics products , mobile phone ,MP3 players , Digital camera , GPS system and laptop White goods FMCG products refer to household electronics item such as refrigerator , T V , Music System etc B. The FMCG Industry :A. Market Size India have got the fourth largest economy with the total market size of US$ 13.1 billion with the big MNC presents and also have got the strong distribution network and high level of competition as well . the strength of the country is availability of raw material , cheap labor cost and presence across the entire value chain are the competitive advantages of the india It is said that the Indian FMCG market will be treble from US$ 11.6 billion 2003 to US$33.4 billion in 2015 Growth is likely to come from consumer up gradation in the matured product category . with 200 million people expected to shift to processed and packaged food by 2010 . also the country needs around US$ 28 billion of investment in the food processing industry as well . B. Growth :India is a country which have got the 12.2% of the world population in the villeges of india . this Indian rural FMCG market have got the huge potential .FMCG industry have got the immence possibility og growth provided thet the company should be able to change the mindset of the consumer i.e. they have to move the consumer toward branded product and new generation products then after only industry will be able to grow in near future .

At 2007 urban India accounted for 66% of total FMCG consumption and rural india accounted for 34 % of the market C. Market potential of FMCG :Some of the merits of the FMCG industry which made this industry as a potential one , are operational cost , strong distribution network and population growth , behind the success of this industry . D. FMCG companies :Leading FMCG companies in the Indian market are Nastle , Reckitt Benckiser , Unilever, P&G, Coca Cola , Pepsi , and Britannia India ltd.

Attributes House hold care

Type of the product Soaps, Detergents, Household Cleaners, Mosquito Repellents,

Company name P&G, HUL, Nirma, ITC, Dabur

Personal care

Oral Care, Skin Care, Hair Care, Soaps, Toiletries, Cosmetics, Deodorants, Female Hygiene Products

P&G, HUL, ITC, Fem Care, Lakme, Marico, Himalya, Emami, Dabur, ColgatePalmolive.

Food and Beverages

FOOD: Staples/Cereals, Bakery products, Ice Cream, Chocolate, Braded sugar, Branded Flour. BEVERAGES: Health beverage, Soft Drinks, Tea, Coffee, Packaged water, Liquor, Juice

Coca-Cola, Pepsi Co, Dabur, Glaxosmithkline, Khaitan, United Breweries , Britannia

Table 1 . Categories of FMCG Industry

Sr. No 1 2 3 4 5 6 7 8 9 10

Companies HUL ITC Nestle India GCMMF(AMUL) Dabur India Asian Paints Cadbury India Britannia Industries P&G Marico Industries

Table 2. The top 10 companies in FMCG sector 1.2. The Dairy industry in India :Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike. Indias dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities

here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn Background :India with 134mn cows and 125mn buffaloes, has the largest population of cattle in the world. Total cattle population in the country as on October'00 stood at 313mn. More than fifty percent of the buffaloes and twenty percent of the cattle in the world are found in India and most of these are milch cows and milch buffaloes. Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 70,000 village dairy cooperatives across the country. The co-operative societies are federated into 170 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 72mn dairy farmers. In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 1999-00 is estimated at 78mn MT as compared to 74.5mn MT in the previous year. This production is expected to increase to 81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle. While world milk production declined by 2 per cent in the last three years, according to FAO estimates, Indian production has increased by 4 per cent. The milk production in India accounts for more than 13% of the total world output and 57% of total Asia's production. The top five milk producing nations in the world are India ,USA, Russia, Germany and France. Although milk production has grown at a fast pace during the last three decades (courtesy: Operation Flood), milk yield per animal is very low. The main reasons for the low yield are

Lack of use of scientific practices in milching. Inadequate availability of fodder in all seasons. Unavailability of veterinary health services.

Potential for further growth :Of the three A's of marketing - availability, acceptability and affordability, Indian dairying is already endowed with the first two. People in India love to drink milk. Hence no efforts are needed to make it acceptable. Its availability is not a limitation either, because of the ample scope for increasing milk production, given the prevailing low yields from dairy cattle. It leaves the third vital marketing factor affordability. How to make milk affordable for the large majority with limited purchasing power? That is essence of the challenge. One practical way is to pack milk in small quantities of 250 ml or less in polythene sachets. Already, the glass bottle for retailing milk has given way to singleuse sachets which are more economical. Another viable alternative is to sell small quantities of milk powder in mini-sachets, adequate for two cups of tea or coffee. Evolution of Indian sector :1940s 2012s

Per capita milk availability 132 gram/day Milk rationing and scarcity Dependent on import High intermediation

White revolution a. Cooperative dairying b. Countrywide milk grid c. Cutting out middle man d. Strengthening production

Per capita milk availability -276 gram/day 17% of Global output Net Exporter Increased share of producer share in consumer price

Dairy Sector revolution from 1940 to 2012

6.6 6 8.1 12.8

cereals 6.9 27.5 Milk & products F&V beverages 16.2 15.8 Edible oil pulses & products Egg, Fish , meet others

Diagram 1.

Source: CSO- 2008 census, CII Dairy Industry Report, PwC analysis

CHAPTER -2 2. Britannia India limited :2.1. Company overview :Britannia Industries Limited (BIL) is a major player in the Indian Foods market with leadership position in Bakery category. Its brand portfolio includes Tiger, Marie Gold, Good Day, 50:50 and Treat. The Company was born in 21st March of the year 1918 as a public limited company. The Company's plants are situated in Kolkata, Delhi, Chennai, Mumbai and Uttarakhand. In 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of 'service biscuits' to the armed forces. A new factory was established in the year 1924 at Kasara Pier Road in Mumbai. In the same year, the Company became a subsidiary of Peek, Frean & Company Limited, U.K., a leading biscuit manufacturing company, and further strengthened its position by expanding the factories at Calcutta and Mumbai. In 1952, the Kolkata factory was shifted from Dum Dum to spacious grounds at Taratola Road in the suburbs of Kolkata. During the same year automatic plants were installed in Calcutta and later in 1954 the automatic plants were installed in Mumbai plant, also in the same year the development of high quality sliced and wrapped bread in India was initiated by the company and was first manufactured at Delhi and a new bread bakery was set up at Delhi in the year 1965. Britannia Biscuit Company takes over biscuit distribution from Parry's during the year 1975. In 1976, the company had introduced Britannia bread in Calcutta and Chennai. During the year 1978, the company made Public issue, in that Indian shareholding crossed 60%. The Company re-christened from Britannia Biscuit Company Limited to Britannia Industries Limited with effect from 3rd October of the year 1979. The Company had signed a 10-year technical collaboration agreement with Nebico Pvt Ltd., Nepal during the year 1980 for the supply of know-how relating to manufacturing, packaging and marketing of biscuits and selection of plant and machinery. During the year 1989, BIL's Executive Office was relocated to Bangalore. During the year 1990, two new brands of biscuits, Elaichi Creamand and Petit Beurre were launched. Also, in the same year a new cashew badam variant of the brand Milk Bikis and brand extension of pure magic biscuit Vanilla cream were launched, Fruit

bread was launched in Delhi. The Company launched two new speciality brands in the year 1991 viz., Britannia milk bread and Britannia brown bread in Delhi and extended nationally its main brands Petit Beurre and Elaichi Cream. In 17th August of the year 1991, the Company handed over its Soya unit at Vidisha, MP to SM Dychem Ltd. BIL had celebrated its Platinum Jubilee in the year 1992. After a year in 1993, Wadia Group had acquired the stake in ABIL, UK and becomes an equal partner with Group Danone in BIL . The Company was in re birth phase during the year 1997, new corporate identity 'Eat Healthy, Think Better' leads to new mission of 'Make every third Indian a Britannia consumer' and in the same year BIL entered into the dairy products market. In 1998, BIL had launched Half/Half, a soft cake filled with cream in two variants, chocolate-vanilla and vanilla-orange. The Company had rolled out its flavored milk brand Zip-Sip' in tetrapaks in the year 1999. Zip-Sip had been launched in Mumbai and some markets in the South. Forbes Global Ranking was rated the company during the year 2000, Britannia among Top 300 small companies. In the same year, the company had launched Britannia Milkman Butter, a product under the Milkman brand. BIL made its fund inprinciple agreement to acquire 49 per cent of Kwality Biscuits in the year 2001 through internal accruals. During the year 2002, the company had entered into a joint venture with the Fonterra Cooperative Group, New Zealand's biggest company and one of the leading diary co-operative groups in the world and the Britannia New Zealand Foods Pvt. Ltd was born. Pure Magic, the company's product was winner of the Worldstar, Asiastar and Indiastar award for packaging in the same year 2002. After a year, in 2003, BIL had launched 'Treat Duet', most successful of the year and Britannia Khao World Cup Jao rocks the consumer lives yet again. During the year 2004, Britannia accorded the status of being a 'Superbrand' and the brand Good Day added a new variant Choconut in its range. Reviewed marketing alliance with the Kolkata-based Thacker Dairy Products Pvt Ltd. In the year 2005, Britannia New Zealand had launched health drink for adult. The new plant in Uttaranchal, commissioned during the year 2005, it was ahead of schedule. In the same year, launched yet another exciting snacking option the Britannia 50-50 Pepper Chakkar. BIL had forged a strategic alliance with CCD Daily Bread Pvt Ltd in the year 2006, a Bangalore based Company engaged in manufacturing and retailing of premium breads, cakes snacks and high end ready to eat foods. In the year 2007, Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial stake in the Dubai-based Strategic Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG. The company was rated as the

No 1 Most Trusted Food Brand in a survey conducted by AC Nielsen ORGO-MARG and published in Economic Times in the year 2007. Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low Fat Dahi and renovated 'MarieGold' during the period of 2008. BIL was ranked 27th place in the list of India's Fastest Growing Large Companies by Business Today, Special on June of the year 2008. 2.2. Manifesto for growth :2.2.1 : Value : Achieving the highest standards of health and safety in everything we do Total respect for the environment Relentless commitment to quality A philosophy of ongoing review and improvement Cultivating a work environment that promotes a sense of belonging and empowerment Strict adherence to our code of ethics

Presenting stimulating and varied career opportunities to our employees in a challenging yet rewarding meritocracy The provision of training, where required, to help us remain at the cutting edge of our industry sectors 2.2.2 :- vision : Expanding our global client base via enhancement of our reputation in selected business segments Developing a stable client base with significant repeat business A flexible and innovative approach towards the needs of our clients; aware of emerging trends and technological breakthroughs A lucid yet commanding approach to project management that promotes clarity and timeliness Being able to communicate effectively and knowledgeably in the diverse range of countries/cultures in which we operate

2.2.3 :- Mission :"To meet or, where possible, exceed the expectations of our diverse client base with flexible, innovative solutions of the highest quality that adhere to safe, ethically sound and environmentally friendly codes of practice."

2.3 :- Dairy Segment of Britannia India Ltd :2.3.1 About the Dairy segment of Britannia India Ltd :Dairy products contribute close to 10 per cent to Britannia's revenue. Britannia trades and markets dairy products, and its dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02. Britannia holds an equity stake in Dynamix Dairy and outsources the bulk of its dairy products from its associate. Its main competitors are Nestl India, the National Dairy Development Board (NDDB), Amul (GCMMF) and Mothers dairy In dairy segment they have following category in their basket

1 2

Butter Milk Slim Milk Flavored milk UHT milk Curd Cheese a. Cheese Slice b. Cheese Block c. Cheese Spread d. Cheese Cubes Masala chass Dairy whitener Ghee Cow Ghee

3 4

5 6 7

Table 3 : Dairy product of Britannia India limited

10

2.3.3 :- Distribution Network :Manufacturer

C&F Agent

Super stockiest

Super stockiest

Super stockiest

Distributor

Distributor

Distributor

Distributor

Retailer

Retailer

Retailer

Retailer

Retailer

Diagram 2: Distribution network of Britannia India Limited

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2.3.4 SWOT Analysis :-

Strength 1. Indias most trusted brand

with strong brand recall

Weakness 1. Lower market share in dairy segment 2. Heavy expenditure on advertising and marketing 3. high brand switching 4. Decrease nutritional value 5. High technology required

2. Strong distribution network 3. Marketing and advertising efficiency 4. Good product quality and packaging 5. Britannia's distribution and
brand name has strong impact

Opportunity

Threat 1. Lower price offering competitors 2. Rise in cost of raw material 3. Customer brand switching is high 4. Low technology

1. Increase in purchasing power of people in India 2. Increase its share in the dairy industry 3. Product line extension 4. Expansion in other countries 5. Improved living standard

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CHAPTER -3 Product Detail:3.1. Milk:After delighting you with a range of dairy products, Britannia brings to you Britannia Milk! Made from fresh cows' milk, new Britannia Milk comes to you with the promise of purity. Its goodness and freshness are intact so that you can feel nature's goodness with every sip Britannia Slimz Milk The Britannia promise of purity is now enhanced with the promise of fitness. Britannia brings to you New Britannia Slimz Milk, with Zero Fat and Zero Cholesterol - every sip allows you to stay fit and feel 'naturally good

Diagram 3 : Britannia Milk 3.2 Curd :Britannia Daily Fresh Dahi brings to you the goodness of dahi to nourish your family. Made from fresh milk in a hygienic environment, untouched by human hands, Britannia Daily Fresh Dahi is 100% pure and healthy. No preservatives, no colors, no flavors... just good, wellset, thick and tasty Dahi. Available in cups of 200g and 400g, Britannia Dahi also offers you a low-fat variant, 98% fat free, to take care of those who are aiming at less fat intake.

Britannia Flavored Yoghurt

13

Britannia further strengthens its active foray into healthy milk based products with the launch of Britannia Flavored Yoghurt. Britannia's flavored yoghurts come in 3 exciting flavors Mango, Vanilla and Strawberry and is fortified with 5 active nutrients: Iron, Iodine, Calcium, Zinc and Vitamin A. It is a convenient, fun filled, tasty and a healthy snack for everyone. It is available in a set form, making it easier to scoop and eat. The flavored yoghurts comes in attractive and convenient packaging which is easy to carry and can be had on the go! All variants have a shelf life of 18 days and have to be stored in a cold environment. Britannia Flavored yoghurts are priced at Rs 15/- per 100gm pack. Britannia Flavored yoghurt is available across metros- Mumbai, Delhi and Bangalore.

Diagram 4 : Britannia Curd 3.3 Butter :Britannia Butter is known for its rich yellow butter color, great taste, and excellent spreadability, even after refrigeration! Made by churning fresh cow's milk, Britannia butter can be used as a spread on your breads, or as a dollop on your paranthas, or in baking, sauce making and frying. Containing milk proteins, fat and water, Britannia Butter remains solid (yet spreadable!!) when refrigerated, softens at room temperature and melts to a thin liquid consistency at 32-35degC. Available in two pack sizes of 100g and 500g, Britannia Butter does not contain any added color and so, is the perfect ingredient for your meals and snacks.

14

Diagram 5 : Britannia Butter 3.4 Cheese :Britannia offers the largest range of cheese in India. Made at hi-tech facilities under high-quality conditions, and from cow's milk, Britannia Cheese range is a very tasty and healthy food for the family. The entire range of Britannia Cheese is available in various forms, pack sizes and flavors, which provide a variety of easy, quick, tasty, healthy recipes for family, guests and kids Tiffins. Britannia Cheese is available as : Blocks Cubes Spreads Slices Pizza Cheese Low-fat cheese Cream Cheese Britannia Cheese block Processed and packed as you see it, Britannia Cheddar cheese block is available in two pack sizes - 200g and 400g. Grate it, cut it, melt it... do whatever and watch your cooking skills bloom Britannia Cheese Cube:Britannia Cheese Cubes are your best cheese snack for any occasion. Each cube comes in a fresh wrap with an easy-to-tear tape. These cubes are your bundle of health, convenience, taste and variety. So, whether it is a quick bite at home, occasions to celebrate, or sudden guests at last-minute get-togethers, Britannia Cheese Cubes come in handy. Britannia cheese cubes are available in two pack sizes - 180g and 540 g

15

Diagram 6 : Britannia Cheese and cheese slices 3.5 Ghee:Britannia Ghee is trusted for its purity and taste all over India. Britannia is the only national brand in ghee, and it offers 4 different variants in ghee, depending on the taste, texture and color preferences of our consumers. Ghee made from cow's milk gives you the goodness of Vitamin A, E and cancer fighting antioxidants like CLA (Conjugated Linoleic Acid). Available in a variety of usage-friendly packs, you can choose from pet jars to pouch refills to cartons and tins. Known for its contribution in improving health, curing mild injuries and sharpening the mind, Britannia Ghee can be stored for up to a year without refrigeration.

Diagram 7 : Britannia Ghee

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CHAPTER -4

Factor Influencing purchase of dairy products:Executive Summary :- The main object of this study is to identify the main motivation factor that influence the institution to purchase the product of Britannia India limited Here I have included 4 major factor that influence the institution for the purchase of the product a. Discount b. On door supply c. Quality d. Brand Mode of Data collection :- Mode of data collection is Primary data collection by the help of questionnaire . I have asked question from the institution for the Brand they are using and the factor that influence them to purchase that particular Brand

Sample Size :- Sample Size is 30 for each segment and the total Sample size is 90. Analysis And Result :4.1 Hotel For hotels I have selected 30 big hotels of Delhi region and according to data that I have got the scenario is represented by pai chart below

0 3 13 22 Amul Mothers Dairy Britannia Param Dairy

Graph 1. Share of Brands in the hotel Segment

17

Out of 30 ,22 hotels are using AMUL as a preferred brand , 13 are using Mothers dairy , and only 3 hotels are using Britannia as their proffered brand So we can say that the market share of Britannia In hotel segment is quite low and the Amul is the market leader Then what is the main factor that influence institution to by a particular product ? and why Amul is the market leader in the particular segment

No. Of Hotels
6 24 17 5

Quality Brand Discount On door Supplay

Graph 2 : Factor influencing the purchase of product in hotels To identify this I have selected 4 main factor that influence any hotel to buy a particular brand a. Discount b. On door supplys c. Quality d. Brand Again same primary data regarding these factor collected from the institution and the and the scenario is represented by above Pai chart There are hotels that prefer more than one factor . Out of 30 , 24 hotels preferred Quality as a main factor . 17 hotels proffered discount as an important factor , 6 preferred on door supply and 5 preferred Brand .So we can say that the quality and the discount are the main factor that influence any hotel to purchase the product . Amul has got good quality product and it also offering a descent discount according to the market . it has got a good brand name in the dairy industry thats why amul is the market leader. Mother dairy is mainly focusing on cost leadership concept to break the market and also on door supply and easy availability of the product that helped them to make a good presence in the Dairy

18

industry. and it is also trying to make it self a good brand , the only thing where mothers dairy is lacking . 4.2 Caterers:In case of caterers the different thing is that they dont have regular requirement of the product but whenever they require it will be in great amount . So main thing is that they are not very much concerned about the quality of the product . they are more concerned about the discount and in an extent quality also . They are not bother about the brand also . thats why mothers dairy is the most proffered brand in catering segment that we can infer from the pai chart below

No of caterers
0 4 17 11 Amul Mothers dairy Britannia Param Dairy

Graph 3 : Share of Brands in caterers Segment Here from the pai chart below we can infer that discount is the main factor that influence the institution for the purchasing of the product . quality also plays an important role in the purchase of the product . but we can infer that the Brand value dont play very important factor for purchase . Because of above reasons mothers dairy leading in this segment because it has got cost leadership with great discount and also offering good quality as well .

19

No of Caterers
Discount 11 19 4 2 On Door Supply Brand

Graph 4 : Factor influencing purchase of product among caterers

4.3 Restaurant:Third and the last segment is restaurant . in this segment also I have taken 30 restaurant and follow the methodology mentioned above Findings :In restaurant segment also Amul is the market leader among the Brands I have taken for my research Out of 30 restaurant 15 preferred Amul so it has got 50 % market share in restaurant segment . Mothers dairy has got 30 % market share as it is preferred by 9 hotels out of 30 .

No Of Restaurant
1 9 5 15 Amul Mothers dairy Param Dairy Britannia

Graph 5 : Preferred Brand by the restaurant Again in restaurant segment discount play a very Important factor for purchasing of the product 17 restaurant out of 30 are motivated by the discount offered by the company , secondly they are also concern about the quality of the product as well to maintain the reputation of the restaurant .

20

No. of restaurant
7 3 17 3 Brand Discount On door Supply Quality

Graph 6 Factor influencing the restaurant for purchase of the product in restaurant

4.4 Total Potential :- Here we have full summary of all segment that I have taken or we can say that the individual contribution of each and every segment . From all three segment restaurants has got the highest contribution. Caterers stand second and hotels are the last

Total potential
3392595 8828670 2177200 3258875 Restaurant Hotels Caterers Total

Graph 7 The Share of potential by all three segments 4.5 Gap Analysis:- Here we have gap analysis of the existing market and the prospected Britannia dairy market . the graph is representing the gap so that we can analyse the current status and future of Britannia india limited as well

21

Caterers

Gap Analysis Hotels Total Value Total potential

Restaurant

1000000 2000000 3000000 4000000

Graph 8 :

Gap Analysis For Three Segment

From the graph we can see that there is huge gap in the restaurant segment .so its difficult for the Britannia to catch the particular market. because they either have to lower down the price or offer discount . so it is not good for any company to bring their prices down But in case of hotels the gap is small so Britannia will be able to capture this market with the help of its brand image they must also have great competition in this particular segment . In case of caterers the gap is more then the hotels and less then the caterers So we can say that if Britannia will come up with good marketing strategy and promotional plans it can have a great market share in restaurant segment , because people will prefer a good brand with a descent price rate and also the prospect is high in this segment for Britannia dairy product .

22

4.6 Prospected Data Distribution :a. Sample minimum value b. Sample maximum value c. Median d. Upper quartile e. Lower quartile These all parameter will help to define the data set in a proper way and we can easily check the distribution of distribution of data with the help of a Box plot as well .

Retaurant Q1 13800 Minimum 2580 Median 21000 Maximum 64875 Q3 46500

Box Plot :-

Caterers 13800 4300 17300 64875 25950

Hotels 6450 1720 11400 50150 19950

Table 4: Descriptive data for all three segment

Box plot is a tool that represent the data distribution in a graphical way. That helps us to easily understand the data and make easy use of it. Median is the centre point of the data and if data and if data is distributed homogenously on both side of the median the it will be considered as the normal distribution of the data and if not then data set will be considered as skewed data set
70000 60000 50000 40000 30000 20000 10000 0 Retaurant Caterers Hotels Q1 Minimum Median Maximum Q3

Graph 9 : Box Plot Showing the distribution of data of all three segment of HORECA

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In restaurant segment more and more data concentrated towards upper quartile that means more and more restaurant have demand above average that is median . Same in case of caterers but the potential is comparatively less in this segment . even average potential is also less in case of the caterers . In case of hotels segment again more data is concentrated towards upper quartile i.e. more n more hotels have requirement above than average requirement . By comparing all three segment we can say that the restaurant segment has got the highest potential with an average requirement of 21000 / month ,so this should be the primary area where the company has to target first, then caterers have got the potential more than the hotels , and finally hotels have got the least potential for Britannia dairy segment

Hotels

Caterers

Restaurant

Diagram 8: Diagrammatic representation of the potential of segments in HORECA

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CHAPTER-5 Sampling Plan and data representation :A. About the project :This is the primary research project under which three segments have been identified that are 1. Hotels 2. Restaurant 3. Caterers B. Sampling Plan :Under this primary research project three segment have been identified and in each segment 30 sample size have been taken for primary data C. Mode of Data collection :Data have been collected threw the help of questionnaire . with the help of questionnaire respondent were asked for the various question as what is their monthly consumption and also motivation factor for the purchase , and also preferred brand on a likert scale D. Data Representation :5.1 Cluster Sampling :5.1.1 Hotels :- A sample of 30 hotels have been identified and data have been taken with the help of questionnaire under this segment . A. Motivation factor for purchase :- By questionnaire respondent provided their response on a 5 pointer likert scale and the cluster sampling for tat data mentioned below

Case Processing Summary

Cases Valid Missing Percen t N 100.0 0 Table 5 : Case processing summary for Hotels Total Percen t N .0 30 Percen t 100.0

N 30

25

Cluster Combined Stage 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Cluster 1 20 12 19 24 3 23 8 9 1 6 10 5 4 6 2 22 14 4 5 6 1 2 8 1 2 4 2 1 1 Cluster 2 21 13 30 28 27 25 24 19 18 17 11 7 15 16 29 26 23 20 10 14 3 5 12 22 9 6 8 4 2 Coefficients .000 .500 1.500 2.500 3.500 4.500 5.500 6.500 7.500 8.500 9.500 10.500 12.000 14.333 16.833 19.833 23.500 27.250 31.750 38.750 46.250 55.417 66.917 79.750 92.694 108.944 138.262 173.991 221.300

Stage Cluster First Appears Cluster 1 0 0 0 0 0 0 0 0 0 0 0 0 0 10 0 0 0 13 12 14 9 15 7 21 22 18 25 24 28 Cluster 2 0 0 0 0 0 0 4 3 0 0 0 0 0 0 0 0 6 1 11 17 5 19 2 16 8 20 23 26 27 Next Stage 18 23 8 7 21 17 23 25 21 14 19 19 18 20 22 24 20 26 22 26 24 25 27 28 27 28 29 29 0

Table 6 : Agglomeration matrix

26

Inference :The result start with the agglomeration table , this one provide a solution for all possible cluster starting from 1 to 30 and the center column represent the coefficient . starting from the agglomeration coefficient for cluster 1 is 221 , for 2 is 173 and for cluster 3 is 138 as well .This helps us to identify that how many cluster we should take in our case the deference between cluster third and four is comparatively high so we will take three cluster for our study Cluster Representation:1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 1 3 2 3 2 2 2 2 2 2 2 3 3 3 3 1 2 3 3 1 3 2 3 1 1 2 2 2

Table 7 : Cluster Representation of hotels

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So from the above table :1. Six sample are coming under cluster one 2. Fourteen sample are coming under cluster two 3. Ten samples are coming under cluster three Sample allocation in cluster :Cluster Cluster Cluster 1 2 3 1 2 6 3 5 13 18 7 14 22 8 15 23 9 16 27 10 17 11 20 12 21 13 23 19 25 22 28 29 30

Table 8 : Sample allocation in cluster for hotels

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Dendrogram using Ward Method:Rescaled Distance Cluster Combine CASE 0 5 10 15 20 25 Label Num +---------+---------+---------+---------+---------+ 20 21 4 15 6 17 16 23 25 14 22 26 3 27 1 18 12 13 24 28 8 19 30 9 2 29 10 11 5 7
Graph 10 : Dendrograph for hotels

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Descriptives 95% Confidence Interval for Mean N 6 14 10 30 6 14 10 30 6 14 10 30 6 14 10 30 Mean 4.83 1.71 3.2 2.83 2.83 3.07 3.3 3.1 1.83 2.43 4.4 2.97 2.83 3.64 2.6 3.13 Std. Deviation 0.408 0.726 1.033 1.44 1.329 1.592 0.823 1.296 0.983 0.938 0.843 1.377 1.472 1.393 1.265 1.408 Std. Error 0.167 0.194 0.327 0.263 0.543 0.425 0.26 0.237 0.401 0.251 0.267 0.251 0.601 0.372 0.4 0.257 Lower Bound 4.4 1.29 2.46 2.3 1.44 2.15 2.71 2.62 0.8 1.89 3.8 2.45 1.29 2.84 1.7 2.61 Upper Bound Minimum Maximum 5.26 4 5 2.13 1 3 3.94 2 5 3.37 1 5 4.23 1 5 3.99 1 5 3.89 2 5 3.58 1 5 2.87 1 3 2.97 1 4 5 3 5 3.48 1 5 4.38 1 5 4.45 1 5 3.5 1 5 3.66 1 5

Discount

On door delivery

Quality

Brand

1 2 3 Total 1 2 3 Total 1 2 3 Total 1 2 3 Total

Table 9 : Descriptive statistics for hotels

So from the descriptive statistics it is inferred that :a. Sample size is 30 b. Whole 30 sample size is distributed into 3 clusters c. Cluster 1 has got 6, two has got 14 and the last one cluster has got 10 sample size 1. Discount :The mean for the total sample is 2.83 which shows normal distribution of data among the 30 sample but in case of cluster 1the mean is comparatively higher that shows that for the factor in cluster 1 the customer response is higher . for cluster 2 the mean is comparatively lower so we can say that customer response is low for the factor in this cluster .and for the last cluster it is moderate 2. On door supply :For this segment we have moderate response for each and every cluster , the mean for all 3 segment is almost same so the customer response for the motivation factor in each cluster is almost same

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3. Quality :For this segment customer responded high for the cluster 3 , the mean for this cluster is 4.4 and lowest for cluster 1 for cluster 1 it is 1.83 that means responded were not so much interested for the factor in this particular cluster 4. Brand :In this segment all cluster have got the similar mean and that is of moderate level as well response are quite similar 5.1.2 Restaurant :.so the

A sample of 30 hotels have been identified and data have been taken with the help of questionnaire under this segment .Motivation factor for purchase :- By questionnaire respondent provided their response on a 5 pointer likert scale and the cluster sampling for tat data mentioned below

Case Processing Summary Cases

Valid

Missing

Total

Percent

Percent

Percent

30 100 0 0 a. Squared Euclidean Distance used

30

100

Table 10 : Case Processing Summary for restaurant

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Agglomeration Schedule Cluster Combined Stage Cluster First Appears Cluster Coeffici Cluster 1 2 ents Cluster 1 Cluster 2 23 30 1 0 0 9 19 1 0 0 4 15 1 0 0 23 26 1.5 1 0 24 25 2 0 0 17 22 2 0 0 16 18 2 0 0 2 10 2 0 0 4 28 2.5 3 0 12 29 3 0 0 13 24 3 0 5 1 14 3 0 0 3 9 3.5 0 2 13 20 3.667 11 0 7 17 4 0 6 21 23 4.333 0 4 1 3 4.5 12 13 6 8 5 0 0 16 27 6 7 0 4 12 6.5 9 10 1 2 7.6 17 8 1 13 8.536 21 14 5 11 9 0 0 6 7 10.167 18 15 1 21 10.386 22 16 4 16 14.733 20 19 1 5 15.3 25 23 1 6 19.353 27 24 1 4 20.602 28 26 Table 11 : agglomeration table for restaurant

Stage 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Next Stage 4 13 9 16 11 15 19 21 20 20 14 17 17 22 24 25 21 24 26 26 22 25 27 28 27 29 28 29 0

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Cluster Membership 3 Case Clusters 1 1 2 2 3 3 4 3 5 2 Allocation of data according to cluster :6 2 7 2 Cluster 1 Cluster 2 Cluster 3 8 1 2 3 1 8 5 4 9 1 9 6 10 10 3 11 7 16 11 1 12 13 21 12 1 14 19 27 13 2 15 26 14 1 17 29 15 18 30 1 20 16 3 22 17 1 23 18 1 24 19 2 25 20 1 28 21 3 Table 13 : sample allocation in cluster for restaurant 22 1 23 1 24 1 25 1 26 2 27 3 28 1 29 2 30 2 Table 12 : cluster relationship for restaurant

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Dendrogram :* * * * * * * * * * * * * * * * * * * H I E R A R C H I C A L Y S I S * * * * * * * * * * * * * * * * * * * Dendrogram using Ward Method Rescaled Distance Cluster Combine C A S E Label Num 2 6 13 7 29 5 30 19 26 16 21 3 4 27 10 9 24 28 12 23 20 15 18 17 22 25 8 11 1 14 0 5 10 15 20 25 +---------+---------+---------+---------+---------+ C L U S T E R A N A L

Graph 11 : Dendrograph for restaurant

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Descriptives 95% Confidence Interval for Mean N 15 9 6 30 15 9 6 30 15 9 6 30 15 9 6 30 Std. Std. Lower Upper Mean Deviation Error Bound Bound Minimum Maximum 3.73 1.1 0.284 3.12 4.34 2 5 1.56 0.726 0.242 1 2.11 1 3 3.33 1.633 0.667 1.62 5.05 1 5 3 1.462 0.267 2.45 3.55 1 5 1.87 1.06 0.274 1.28 2.45 1 4 3.22 1.202 0.401 2.3 4.15 2 5 4.83 0.408 0.167 4.4 5.26 4 5 2.87 1.525 0.278 2.3 3.44 1 5 2.27 1.033 0.267 1.69 2.84 1 4 3.67 1.225 0.408 2.73 4.61 2 5 2 0.894 0.365 1.06 2.94 1 3 2.63 1.245 0.227 2.17 3.1 1 5 3.87 1.356 0.35 3.12 4.62 1 5 1.67 0.866 0.289 1 2.33 1 3 2.33 1.033 0.422 1.25 3.42 1 4 2.9 1.517 0.277 2.33 3.47 1 5 Table 13 : Descriptive statistics for restaurant

Discount

On Door Delivery

Quality

Brand

1 2 3 Total 1 2 3 Total 1 2 3 Total 1 2 3 Total

a. Sample size is 30 b.Whole 30 sample size is distributed into 3 clusters c. Cluster 1 has got 6, two has got 14 and the last one cluster has got 10 sample size 1. Discount :- the mean for overall sample is 3 that is good enough but in case of cluster 2 response is quite low that means the factor coming under this cluster are not able to influence the respondent in a great extent . apart from this factor under cluster 1 and 3 have got the good response 2. On door delivery :- Here overall response is quite low . the overall sample mean is only 2.87 but factor under cluster 3 have got the good response . 3. Quality :- overall response is quite low and factor under cluster 2 have got good response 4. Brand :- :- overall response is quite low and factor under cluster 1 have got good response

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5.1.3 Caterers :-

Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent 30 100 0 0 30 100
a. Squared Euclidean Distance used

Table 14 : Case Processing Summary For caterers Agglomeration matrix Cluster Combined Stage Cluster First Appears Cluster Cluster 1 2 Coefficients Cluster 1 Cluster 2 2 9 0 0 0 28 29 0.5 0 0 18 24 1 0 0 7 20 1.5 0 0 11 13 2 0 0 3 4 2.5 0 0 15 30 3.5 0 0 6 25 4.5 0 0 19 22 5.5 0 0 10 26 7 0 0 12 16 8.5 0 0 8 17 10.5 0 0 1 3 12.667 0 6 5 10 15.833 0 10 23 28 19.333 0 2 8 21 23.333 12 0 18 23 28.033 3 15 7 12 33.033 4 11 6 14 38.7 8 0 5 11 44.733 14 5 1 18 51.242 13 17 15 19 58.242 7 9 8 27 67.742 16 0 6 7 81.789 19 18 2 8 97.956 1 23 2 15 121.489 25 22 1 5 147.607 21 20 1 6 181.45 27 24 1 2 234.7 28 26 Table 15 : Agglomeration matrix for caterers

Stage 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Next Stage 25 15 17 18 20 13 22 19 22 14 18 16 21 20 17 23 21 24 24 27 27 26 25 28 26 29 28 29 0

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Cluster relationship 3 Case Clusters 1 1 2 2 3 1 4 Allocation of Sample in to the clusters :1 5 1 Cluster 1 Cluster 2 Cluster 3 6 3 1 2 6 7 3 3 8 7 8 2 4 9 12 9 2 5 15 14 10 10 17 16 1 11 19 20 11 1 13 21 25 12 3 18 22 13 1 23 27 14 3 24 30 15 2 26 16 3 28 17 29 2 Table 17 : sample allocation in cluster for caterers 18 1 19 2 20 3 21 2 22 2 23 1 24 1 25 3 26 1 27 2 28 1 29 1 30 2 Table 16 : Cluster relationship for caterer

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Dendrogram :* * * * * * * * * * * * * * * * * * * H I E R A R C H I C A L Y S I S * * * * * * * * * * * * * * * * * * * Dendrogram using Ward Method Rescaled Distance Cluster Combine C A S E Label Num 2 9 8 17 21 27 15 30 19 22 7 20 12 16 6 25 14 11 13 10 26 5 3 4 1 18 24 28 29 23 0 5 10 15 20 25 +---------+---------+---------+---------+---------+ C L U S T E R A N A L

Graph 12 : Dendrograph for caterers

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Descriptive 95% Confidence Interval for Mean N Discount 1 2 3 Total On Door delivery 1 2 3 Total Quality 1 2 3 Total Brand 1 2 3 Total 13 10 7 30 13 10 7 30 13 10 7 30 13 10 7 30 Std. Std. Lower Mean Deviation Error Bound 3.00 3.00 3.43 3.10 4.08 1.40 4.43 3.27 3.15 3.10 3.14 3.13 1.62 2.90 4.29 1.000 1.563 1.512 1.296 .862 .516 .787 1.530 1.519 1.449 1.215 1.383 .768 1.524 .488 .277 2.40 .494 1.88 .571 2.03 .237 2.62 .239 3.56 .163 1.03 .297 3.70 .279 2.70 .421 2.24 .458 2.06 .459 2.02 .252 2.62 .213 1.15 .482 1.81 .184 3.83 Upper Bound 3.60 4.12 4.83 3.58 4.60 1.77 5.16 3.84 4.07 4.14 4.27 3.65 2.08 3.99 4.74 Minimum 1 1 1 1 3 1 3 1 1 1 2 1 1 1 4 1 Maximum 4 5 5 5 5 2 5 5 5 5 5 5 3 5 5 5

2.67 1.470 .268 2.12 3.22 Table 18 Descriptive statistics for caterers

So from the descriptive statistics it is inferred that :a. Sample size is 30 b. Whole 30 sample size is distributed into 3 clusters c. Cluster 1 has got 6, two has got 14 and the last one cluster has got 10 sample size 5. Discount :- The mean for overall sample is 3.1 that is good enough and for all the segment the response is quite similar for all the factor 6. On door delivery :- Here overall response is low . for cluster 2 response is very low apart from it for cluster 1 and 3 it is good .

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7. Quality :- overall response is moderate and the mean is 3.13 and all cluster have got similar response 8. Brand :- :- overall response is quite low and factor under cluster 1 and 2 have mainly got low response for third one it is good .

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CHAPTER -6 Competitive analysis :Sampling Plan and data representation :A. About the project :This is the primary research project under which three segments have been identified that are 4. Hotels 5. Restaurant 6. Caterers Sampling Plan :-

B.

Under this primary research project three segment have been identified and in each segment 30 sample size have been taken for primary data C. Mode of Data collection :-

Data have been collected threw the help of questionnaire . with the help of questionnaire respondent were asked for the various question as what is their preferred brand and the response has been taken In a five pointer likert scale

D. Data Representation :A sample of 30 hotels has been identified and data has been taken with the help of questionnaire under this segment . Responded were asked to rate their preferred brand on a five pointer likert scale . and below we have representation of data in the form of bar chart 6.1 Hotels :No. Total Amul 98 Mothers Dairy 92 Britannia 89 Param Dairy 70

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100 80 60 40 20 0 Amul Mothers Britannia Dairy Param Dairy Series1

Graph 13 : competitive analysis of brand in hotel segment Conclusion :Under hotel segment amul is market leader among all four brand what we have Mother dairy is also doing well it has got the cost leadership also that is the main point for its huge market share and also they have got couple of blending machine at the right place in the market as well . Britannia enjoying its brand pull and have got the third place among all , and param dairy is still struggling to get good market share 6.2 Caterers :-

No. Total

Amul 98

Mothers Dairy 107

Britannia 89

Param Dairy 70

Total
120 100 80 60 40 20 0 Amul Mothers Britannia Dairy Param Dairy

Total

Graph 14 : competitive analysis of brand in caterers segment

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Conclusion :- Under caterer segment mother dairy is the market leader and amul is second . this segment want low price and availability thats why caterers are preferring the mothers dairy . they are not very quality conscious they only want low price . 6.3 Restaurant :Brand Total Amul 98 Mothers Dairy 91 Britannia 89 Param Dairy 64

Total
100 80 60 40 20 0 Amul Mothers Dairy Britannia Param Dairy

Total

Graph 15 : competitive analysis of brand in Restaurant segment

Conclusion :- This segment is quality as well as price conscious thats why Amul is the market leader . Britannia and mothers dairy have got the same market size .

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CHAPTER -7 Findings :7.1 Hotels :a. For cluster one Quality and brand are the key factor and discount and On door supply are comparatively less important b. For cluster two most important factor is Brand , quality and on door supply have got the same important but discount has got the least importance c. For cluster three Brand and Discount are the more important factor then the on door supply and Quality 7.2 Restaurant :a. For cluster one the most important factor is Brand , on door supply and quality have got the same importance but less then Brand . and discount has got the least impotence b. For cluster two discount and the Brand have got the high importance and also on door supply and quality have got the same importance but little less then other two c. For cluster three discount have got the highest importance apart from it all have got the same importance but little less then the discount 7.3 Caterers :a. For cluster one Discount and brand have got the highest importance and quality and ondoor supply have got the same importance but little less then other two b. For cluster two on door delivery , quality and Brand have got the highest importance . Discount has got impotence too but less then all three c. For cluster three all have got comparatively low importance but apart from on door supply all have got little higher importance

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CHAPTER -8 Conclusion : Dairy segment of Britannia India limited has got the good range of product . They almost have all kind of dairy product in their basket as well . so different kind of the institution required different type of product like KFC required mainly cheese and butter they dont have much requirement of milk and curd same as in hotels there is a huge requirement of all the products mainly milk , curd, cheese and butter . so according to the institution the product should be targeted There are different type of institution which have been taken under this study and the factors that influence these institution have also been identified. Restaurant and hotels are the segment who mainly focuses on the quality and the brand of the product because they have to maintain a quality stander in their institution . They are not very worried about the price factor. They just want to provide a good service to their customer On the other hand caterers are not very worried about the quality and Brand. for then price and discount are the main motivation factor because they have to cater only so they dont want to increase their cost and reduce their profit so for them price should low and discount should be high Hotel segment is dominated by Amul same in case of restaurant segment as well. But in caterers the market leader is Mothers dairy because of low price and easy availability of the product.

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CHAPTER -9 Recommendation and suggestion :By this study it has been identified that the Britannia india limited has got the potential to capture the market . But for that they have to make some changes according to institutions . some of them are mentioned below 1. For curd only Delhi NCR region have got huge demand . and the share of Britannia India limited is not more than 2% the reason is that they have got small pack of the product but institution required big packs . so they have to come up with the 1 or 2 liter pack of curd to increase the market share (Chawla, 2008). 2. In institution like restaurant, hotels and caterers , product those are mainly required are cheese and butter . because for these product institutions want quality so that they usually go for Brand . so company should primarily target only cheese and butter in this segment . once the market grow up after that they also can enter other product as well 3. As we have seen in gap analysis there is huge gap in various segment . and this huge gap is because of high prices . so if possible company should reduce prices little bit apart for providing high discount . because Indian market is still pretty price conscious market . 4. For the milk curd and ghee company have got the high competition from the local vendors . they are providing almost in one third of the price of company . so it is difficult to beat local vendor in price so for these product company should adopt different methodology . they should target the restaurant only first to sell these product and not to consume for their own process . for that first company have to gain the trust of restaurant as well . so that along with cheese and butter , milk and curd can also be consumed by the route of institution . 5. Company should adopt some new innovative strategy to attract the customer like mothers dairy opened blending machine near the market place . so that product are easily available for the customer . or we can say exclusive outlet of Britannia dairy will impact in customer mind in a great extent

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CHAPTER -10 REFERENCE :-

banerjee, k. &. (2006, June 12). http://cms.iuf.org/sites/cms.iuf.org/files/Indian%20Dairy%20Industry.pdf. Retrieved June 14, 2013, from http://cms.iuf.orr: http://cms.iuf.or Chawla, A. (2008, June 15). http://www.hindustanstudies.com/files/dairysept09tocintro.pdf. Retrieved June 14, 2013, from http://www.hindustanstudies.com: http://www.hindustanstudies.com http://www.britannia.co.in/dairy.htm. (2009, June 12). Retrieved June 14, 2013, from http://www.britannia.co.in: http://www.britannia.co.in/dairy.htm S, S. V. (2012, November 6). http://www.ficcifood360.in/pdfs/day2-2012/dairy/Prelunch/2.Mr.Sunjay,PWC.pdf. Retrieved June 12, 2013, from http://www.ficcifood360.in: http://www.ficcifood360.in

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CHAPTER 10 -APPENDIX :- COLLECTED DATA

RESTAURANT vedha Restaurant Caf Day Square Flavor Of China Frontier Handi Maharani Movida caf Bar Nirulas Express Pizza Hut The Embassy Uno 2 Go Veda Vedha Restaurant Wenger & comp. york restaurant Cicago Pizza Delhi Darbar Gola Sizzlers Ignis Zen Restaurant Bikaner Sweets Flavours of China German Bakery Haldiram pvt ltd. Kabab Express Nathus pastry Shop Route O 4 Sager Ratna Subway 1 caf lounge CATERERS All Heavens Cavendish Banquets Grand Plaza India Habitat Centre Ashirwad Banquet 7 Star Banquets Alishan Banquet Batra Banquets Cavendish Banquets Cheris banquet Hall Celebration Banquets Chaman Merry House Citi Banquet City Palace Excel Greens Oodels Essex Farms Grand Plaza Golden gate Banquet India Habitat Centre Invitatation Banquets Mohan's Lilla Radha Palace Banquet Richi Richi Banquet west Symphony Banquet Striplex Party hall S.K raj Villas BLUE HEAVENS CITY PALACE BANQUET Marry Zone Banquet HOTELS Hilton Hotel blue Stone (ZIP) Parkland Hotel Conclave Hotel karon Hari's Court Inns & Hotels Hotel Alka Regale Inn Hotel Ajanta Hotel yuvraj Delux Hotel Krishhna Ashoka Continental Hotel Godwin Delux Hotel Shiva Hotel Accord International Hotel Rockland Hotel Shanti Palace Hotel Metropolitan Hotel Delhi City Centre Hotel hayatt Durga International Hotel le roi Hotel Impress Pullman Hotel & Resorts Fortune Select Gurgaon The PalmTown & Country Club Park Plaza The Muse, Sarovar Portico Fariyas Group Of Hotels Hotel le roi

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QUESTIONNAIR :Questionnaire Name of institution Category Of Institution Address Contact no Contact person :_________________________________________________ : _________________________________________________ : _________________________________________________ : _________________________________________________ : _______________________ _______________

A. Potential identification : Monthly requirement (in ltr/ kg ) A. 0-50 1. 2. 3. 4. 5. Milk Curd Butter Cheese Ghee B. 50-100 C.100-250 D. 250-500 E. >500

B. Motivation Factor:

A. Discount

B On Dore Delivery

C. Brand

D.

Quality

1 Discount On door Delivery Brand Quality

C. Brand Preference: 1. Amul 2. Param 3. Britannia 4. Mothers Dairy

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