INTRODUCTION

Sales promotion is one level or type of marketing aimed either at the consumer or at the

distribution channel . It is used to introduce new product, clear out inventories, attract traffic,

and to lift sales temporarily. It is more closely associated with the marketing of products than

of services. The American Marketing Association (AMA)," defines sales promotion as

"media and non media marketing pressure applied for a predetermined, limited period of time

in order to stimulate trial, increase consumer demand, or improve product availability." . In

down-to-earth terms it is a way of lifting sales temporarily by appealing to economic motives

and impulse-buying behavior. The chief tools of sales promotion are discounts ("sales"),

distribution of samples and coupons, the holding of sweepstakes and contests, special store

displays, and offering premiums and rebates. All of these techniques require some kind of

communication. Thus sales promotion and advertising are difficult to distinguish.

The need for promotion arises from the intensity of competition. Sellers must somehow

attract customers' attention. In the open markets of old (and farmers markets of today), sellers

did and do this by shouting, joking with customers. The three facts of consumer promotions:

these are information, economic incentive, and emotional appeal. Information may take the

form of advertising the availability of something, incentives are offeredin the form of

discounts, and emotional appeals are made by displays and, of course, by the low price itself.

Consumer Promotions

Consumer sales promotions are steered toward the ultimate product users, typically individual

shoppers in the local market but the same techniques can be used to promote products sold by

one business to another, such as computer systems, cleaning supplies, and machinery. In

contrast, trade sales promotions target resellers, wholesalers and retailers who carry the

1
marketer's product. Following are some of the key techniques used in consumer-oriented

sales promotions:

Price Deals

A consumer price deal saves the buyer money when a product is purchased. The main types

of price deals include discounts, bonus pack deals, refunds or rebates, and coupons. Price

deals are usually intended to encourage trial use of a new product or line extension, to recruit

new buyers for a mature product, or to convince existing customers to increase their

purchases, accelerate their use, or purchase multiple units. Price deals work most effectively

when price is the consumer's foremost criterion or when brand loyalty is low.

Contests/Sweepstakes

The main difference between contests and sweepstakes is that contests require entrants to

perform a task or demonstrate a skill that is judged in order to be deemed a winner, while

sweepstakes involve a random drawing or chance contest that may or may not have an entry

requirement. At one time, contests were more commonly used as sales promotions, mostly

due to legal restrictions on gambling that many marketers feared might apply to sweepstakes.

But the use of sweepstakes as a promotional tactic has grown dramatically in recent decades,

partly because of legal changes and partly because of their lower cost.

Sampling

A sign of a successful marketer is getting the product into the hands of the consumer.

Sometimes, particularly when a product is new or is not a market leader, an effective strategy

is giving a sample product to the consumer, either free or for a small fee. But in order for

sampling to change people's future purchase decisions, the product must have benefits or

features that will be obvious during the trial.

2
There are several means of disseminating samples to consumers. The most popular has been

through the mail, but increases in postage costs and packaging requirements have made this

method less attractive. An alternative is door-to-door distribution, particularly when the items

are bulky and when reputable distribution organizations exist.

Objectives of Sales Promotion

Sales promotion activities are undertaken to achieve the following objectives:

 To increase sales by publicity through a media which are complementary to press and

poster advertising

 To stimulate customers to purchase at the point of purchase.

 To prompt existing customer to buy more.

 To introduce new product.

 To attract new customer.

 To meet competitions from others effectively.

3
Stages involves in Sales Promotional Planning
The main stages which is involved in sales promotion planning are: 1. Establishment of

objectives, 2. Selection of promotional tools, 3. Planning the sales-promotion programme, 4.

Pre-testing, 5. Implementation and 6. Evaluation

As in the case of advertising, effective sales promotion involves an on-going process with a

number of stages.

1. Establishment of objectives:

Sales-promotion objectives vary according to the target market. If the target is the customer,

objectives could include the encouragement of increased usage or the building of trial among

non-users or other brand users. For intermediaries, objectives could be to encourage off-

season sales or offsetting competitive promotions. Sales-promotion activity could also be

aimed at internal personnel, making up part of the reward system.

2. Selection of promotional tools:

Promotional objectives form the basis for selecting the most appropriate sales-promotion

tools. The cost and effectiveness of each tool must be assessed with regard to achieving these

objectives in respect of each target market. The tools available to the service marketer are

described in more detail in the next section.

3. Planning the sales-promotion programme:

The major decisions that need to be made when designing the sales-promotion programme

relate to the timing of the promotion and how long this tool is to be used. Also important are

the size of incentive, rules for eligibility and, of course, the overall budget for the promotion

4
4. Pre-testing:

This needs to be undertaken to ensure that potentially expensive problems are discovered

before the full launch of a promotion. Testing in selected market segments can highlight

problems of ambiguity, response rates and give an indication of cost effectiveness.

5. Implementation:

The programme for implementation must include two important time factors First, it must

indicate the ‘lead time’- the time necessary to bring the programme up to the point where the

incentive is made available to the public. Second, the ‘sell in time’ which is the period of

time from the date of release to when approximately 90-95 per cent, of incentive material has

been received by potential customers.

6. Evaluation:

The performance of the promotion needs to be assessed against the objectives set. If

objectives are specific and quantifiable, measurement would seem to be easy. However,

extraneous factors could account for the apparent success of many sales-promotion activities

5
Sales promotion Strategies

There are three types of sales promotion strategies: Push, Pull, or a combination of the two.

A push strategy involves convincing trade intermediary channel members to "push" the

product through the distribution channels to the ultimate consumer via promotions and

personal selling efforts. The company promotes the product through a reseller who in turn

promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to

persuade retailers or wholesalers to carry or sell a brand, give a brand shelf space, promote a

brand in advertising, and/or push a brand to final consumers. Typical tactics employed in

push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising

items, discounts, displays, and premiums.

A pull strategy attempts to get consumers to "pull" the product from the manufacturer

through the marketing channel. The company focuses its marketing communications efforts

on consumers in the hope that it stimulates interest and demand for the product at the end-

user level. This strategy is often employed if distributors are reluctant to carry a product

because it gets as many consumers as possible to go to retail outlets and request the product,

thus pulling it through the channel. Consumer-promotion objectives are to entice consumers

to try a new product, lure customers away from competitors’ products, get consumers to

"load up" on a mature product, hold & reward loyal customers, and build consumer

relationships. Typical tactics employed in pull strategy are: samples, coupons, cash refunds

and rebates, premiums, advertising specialties, loyalty programs/patronage rewards, contests,

sweepstakes, games, and point-of-purchase (POP) displays.

Car dealers often provide a good example of a combination strategy. If you pay attention to

car dealers' advertising, you will often hear them speak of cash-back offers and dealer

incentives.

6
Method of Sales Promotion

Method of Sales
Promotion

Point of
Purchase

Trade Show

Free Sample

Coupon

Bonus

Contest

Price cut Offer

Demonstration

7
Role Of Sales Promotion In Marketing Management

All the three parties of the marketing mechanism namely manufacturers, middlemen and the

consumers are benefitted by this short- term technique of sales-promotion.\

Manufacturers and Sales-Promotion:

1. It creates new customers: No manufacturer is happy with the sales turnover achieved,

because it can be excelled and improved upon. This is possible by new customers who are

brought in the orbit of sales by sales- promotion as it has the capacity to convert potential

consumers into actual customers.

2. Retains the existing customers :Every manufacturer has his own class of customers for

his products and services. The intelligence lies not only getting new and new customers but in

retaining the existing class of customers. Tagging the customers to the product or the firm for

a long time is the basic function of sales-promotion.

3. Combats competition: Business means existence of rivals. The institution of competition

is a must to bring about al-round improvement in performance. It is the competitive spirit that

makes one to excel another through different weapons. One such powerful weapon is sales-

promotion that helps in combating competition.

8
Middlemen and Sales-Promotion:

1. Multiplies sales: Middlemen are benefitted by the creative act of sales promotion that

creates new customers and retains the existing one. The overall effect is that their sales

turnover goes on increasing. It is for their own good and good of their manufacturer.

2. Builds store image: Sales-promotion covers a wide range of techniques such as

demonstration, exhibition, games, contests, displays, window signs, packages which go much

deep in giving beauty-mask or a face-lift for his retail outlet. This personality building work

is the magic of sales-promotion.

5. Personal benefits: In addition to the increased earnings, sales- promotion makes possible

some special non-cash benefits to him and his family associated with his business success.

Thus a dealer contest enables him to have a tour to Europe or around the world or say week’s

period stay at a holiday beach resort for him and his family. These are extra-ordinary noncash

benefits derived out of sales-promotion.

Consumers and Sales-Promotion:

1. Supplies information: Just as producers are eager to speak of their new products and

services, consumers are equally inquisitive to know about the latest arrivals. The information

made available by sales-promotion gives not the product features but also the special

concessions attached to the sales conditions.

9
2. Improves standard of living: Improvement in standard of living implies making available

goods and services at least cost, of better quality and in larger quantities. Sales-promotion

does this by working on distribution side which has the cycle of effects on production and

back on consumption.

3. Grants incentives: It is through the sales-promotion drives that the consumers get number

of incentives both cash and non-cash. These may be season discounts, samples, coupons,

gifts, contest-prizes. Thus, a victory in sales contest may give him the opportunity of visiting

a foreign city or a stay in a star hotel with family and so on.

10
Strategies Implemented By Mother Dairy

 Focused Approach: For the first 22 years of its existence, liquid milk was the only

dairy product that Mother Dairy offered.

 Wider Spread: eg: in Ice creams, it was only a bit more than two years ago that

mother dairy entered its first market outside Delhi, UP, Punjab. Today it’s extended

it’s operation to Haryana, Jaipur, Mumbai and Kolkata as well it plan to go south to

Hyderabad and Bangalore.

 Product differentiation: bringing in mass Indian flavors which are building up in

terms of absolute percentage of contribution. Their attempt is to make the taste

experience in ice creams as familiar as possible so as to increase consumption.

 Smart Marketing: Mother Dairy says it's trying to take its product

campaigns and communications to a higher platform.

 Product enhancement and assured quality: Identify and address quality related

problems at every stage from the producer at the village cooperative, to the dairy plant

and the process of final delivery to the consumer.

11
 COMPANY PROFILE

Mother Dairy Fruit & Vegetable.

Type private

Industry Dairy, Pulses, Fruits and Vegetables,

Vegetable Oil

Founded 1974; 44 years ago

Headquarters Sector-1, Noida, Uttar Pradesh, India

Key people Sanjeev Khanna (Managing Director)

 Mother Dairy
Brands
 Safal
 Dhara
 Dailycious

Revenue ₹7,000 crore (US$1.1 billion)

Number of 3500
employees

Website [Link]

Mother dairy one of the largest liquid milk plant in Asia it started it operation in 1974 under

the operation flood program of the National Dairy Development Board Presently mother

dairy sale more than 25 lakh liter of milk per day out of which approximately 9 lakh liters of

milk it sold as bulk vended milk and other 16 lakh liter of milk is sold in sachets in five

different across six states including Mumbai. Over the years, Mother Dairy has contributed

significantly in achieving this objective through a series of innovations and programs. Today,

Mother Dairy manufactures markets & sells milk and milk products including cultured

12
products, ice creams, paneer and ghee under the Mother Dairy brand. The Company also has

a diversified portfolio with products in edible oils, fruits & vegetables, frozen vegetables,

pulses, processed food like fruit juices, jams, etc. to meet the daily requirements of every

household.

The Company over the last many years has created a market leadership position for itself in

branded milk segment in Delhi & NCR through a robust network of its booth and retail

channels. It has also expanded its reach to other regions in North, South, East and West.

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

cooperatives and village level farmer centric organizations. The Company is committed to

uphold institutional structures that empower milk producers and farmers through processes

that are equitable. into the value chain to support and maintain the

safal, F&V arm of Mother Dairy was the first Company to organize the fruits and vegetables

business in India. Today Safal is the market leader in organized fruit & vegetable retail

business in Delhi NCR and operates the largest number of F&V Stores in Delhi NCR and has

significant presence in Bangalore. Safal was also the first brand in India to launch frozen

vegetable in mid 90s. Over the years, the brand has gained significant customer support and

has become a household brand with market leadership and presence across the country.

Safal also has a state of the art plant in Bangalore which produces and sells around 23000 MT

of aseptic fruit pulp & concentrate annually and supplies to noteworthy companies in food

processing space like Coca Cola, Pepsi, Unilever, Nestle etc. Safal also has a prominent

presence across 40 countries viz., USA, Europe, Russia, Middle East, Asia and Africa and

exports Fresh Fruits & Vegetables (Grapes, Banana, Gherkin, Onion, etc.), Fruit Pulp etc.

13
Mother Dairy is also present into edible oils segment under the brand name Dhara which was

launched under the 'Operation Golden Flow' program of NDDB as a market intervention

program to address a larger cause of the Indian farmers & consumers..

It has been a constant endeavor at Mother Dairy to stay connected with its stakeholders. The

corporate tag line of the latest brand campaign - Happy Food Happy People - captures the

essence of what the Company stands for. Mother Dairy is committed to bring happiness to

every individual with its range offering pure, hygienic and adulteration-free high-quality

products which has been the strength, differentiator and heritage of the brand over years.

In our effort to instil and create happiness in all the lives we touch, we live our notion of

creating happiness for our employees through creating a workplace reality that is fulfilling

and enriching for them. We constantly listen to our employees and evolve our people

practices. As a result of this, Mother Dairy has been recognized as the 2nd Best in the FMCG

Industry and has also been ranked at 39th amongst India's Top 100 Best Companies to Work,

in a study by Great Place To Work Institute in association with the Economic Times for their

14
annual 2015 survey. The corresponding ranking in 2014 was 62nd amongst the list of Top

100. In the survey, the brand also witnessed a significant move its Trust Index from 70% to

83% in 2015.

Mother Dairy, the wholly owned subsidiary of the National Dairy Development Board, has

recently introduced three variants in the fresh milk category across market.

The variants launched include Full Cream milk, Tea Special and Cow milk. According to

Paul Thachil, CEO, dairy & foods, Mother Dairy Fruit and Vegetable Pvt. Ltd, Full Cream

milk is the thickest, creamiest and tastiest milk available to the consumers . This milk is ideal

for families with children. Tea Special is formulated to give consumers an extremely tasty

and special cup of tea.

It is Mother Dairy’s constant Endeavour to:

 Ensure that milk producers and farmers regularly and continually receive market

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

competitive prices. To ensure this Mother Dairy operates such that the farmer gets

85% of the total cost of sales.

 Uphold institutional structures that empower milk producers and farmers through

processes that are equitable.

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

Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board for

Testing and Calibration Laboratory (NABL)-Department of Science and Technology,

Government of India.

15
Mother Dairy’s has a varied range of products. The different products categories are

explained below:

MILK:

Packaged Milk is available in 5 different variants:

1. Full Cream milk - milk fat 6%.

2. Standardised milk - milk fat 4.5%.

3. Toned milk - milk fat 3%.

4. Double toned milk - milk fat 1.5%.

5. Skimmed milk - milk fat 0.5%.

Other than packaged milk, Bulk Vended Token Milk is also available which is distributed

through vending machines installed in different regions of the city.

16
The high quality variant of milk is also available under the brand name ok ‘MILK’. It is thick

& completely natural, containing no preservations. It is referred with name of UHT (Ultra

Heat Treatment) Milk.

Mother Dairy also manufactures flavoured milk under the brand name of ‘CHILLZ’. It is

available in three flavours namely Kesar Elaichi, Vanilla and Chocolate flavour.

Milk Products:

Various milk products of Mother Dairy are:

1. Mother Dairy Lassi

2. Mother Dairy Butter

3. Mother Dairy Cheese

4. Mother Dairy Dahi (Curd)

17
 Product Profile:

[Link]. Product Name Brand Name Items

1. Milk and its Products Mother Dairy Packaged Milk (Full Cream,
Standardised, Toned, Double Toned
Skimmed and Pro-biotic), Butter, Dahi,
Ghee, Cheese, Ice-Creams, UHT Milk,
Lassi & Flavoured Milk.

2. Edible Oils Dhara Refined Vegetable Oil, Refined

Soybean Oil, Refined Sunflower Oil,
Refined Rice Bran Oil, Kachi Ghani
Mustard Oil and Filtered Groundnut
Oil.

3. Fresh and frozen fruit and Safal Fruits, Vegetables, Rice, Processed
vegetable products items (jams, juices, ketchup, pulp, etc.)

Financial Status

Mother Dairy Foods Processing Ltd, also known as Mother Dairy Fruit & Vegetable Private

Limited, Patparganj, Delhi, has a turnover of about $500 million. Mother Dairy’s turnover

has been growing at the rate of 20% (CAGR) over the last 3 years and has crossed the

Rs.2700 crores mark in the fiscal 2007-08. Mother Dairy plans to achieve a turnover of $1

billion USD by end of 2009.

18
Supply Chain Management

 Milk Procurement: - Mother Dairy sources its requirement of liquid milk from dairy

co-operatives and producer institutions. Milk is received from farmer cooperatives

through insulated road/rail tankers at very low temperature in order to retain its

freshness.

 Milk distribution: -79 tankers in the morning and 75 tankers in the evening bring in

milk from the regional collection centres. After collection the same tankers are

utilized for the delivery of the processed milk to the vendors and outlets. Mother

Dairy has over 820 Milk Distribution Outlets in the National Capital Region. Each of

these outlets place their demand by raising an invoice one day in advance. The

demand is also calculated using the ‘Calendar’ Scheme, in this depending on the pre-

calculated seasonal demands the outlets place their orders accordingly. In order to

satisfy immediate demand, 20 to 25 tankers are provided with a buffer stock of 500

litres each day so that they can be mobilized to cater the demand in an area. To

coordinate its operations all the tankers are equipped with HAM [Link]

Channels:

 Token Distribution: Also, termed as “Lohe ki bhains” (metal buffalo), is an

automated milk vending machine.

 COW: Container on Wheels or COW is a manual milk distribution program in which

cycle-rickshaws are employed for milk distribution.

 Retailers: The packaged milk is distributed via the retailer network throughout the

city.

19
Processing

At mother dairy, the processing of milk is done by process automation whereby state of the

art microprocessor technology is adopted to integrate and completely automate all functions

of the milk processing areas to ensure high product quality/reliability and safety. There are

four ways of milk processing –

Firstly, Clarification, in which milk is spun at very high speed, removing all dust

particles that are invisible to the naked eye.

Secondly, Standardisation which help to milk maintain uniformity by raising or

lowering its fat and SNF(solid not fat) percentage to a desired levels, so as to deliver

milk to consumers as per prescribed PFA norms.

20
 Thirdly, In Homogenizationthe milk is subjected to very high pressure due to which

the large fat globules present in milk are broken down in to tiny droplets. The Milk fat

gets evenly distributed and milk appears whiter and thicker. Milk homogenized for

consumer who do not like creamy lair on top. Homogenization increases the

profitability of milk.

Finally, Pasteurization, In this process the milk is heated at 72c for 15 seconds and

then it is rapidly cooled down to 4c. This process skill all the pathogenic bacteria

present in the milk and it is safe for consumption.

In case of packaged milk, the processing goes through only three processes (excludes

homogenization).

Quality Control
Stringent quality control methodologies are employed in Mother Dairy.

 The milk is tested for adulterations and quality at the time of collection from the

farmers.

 The Milk that comes from the collection points to the Mother Dairy plant is ensured

to have a temperature of not more than 7°C and is subjected to 15 product and quality

checks.

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

temperature is judiciously maintained less than 5°C always.

 Before the milk leaves the plant for the delivery/distribution outlets the milk is tested

again.

 The temperature of milk in the delivery trucks is always maintained less than 7°C.

 All the trucks that deliver milk have specified guidelines to bring back 100 litres of

milk after distribution. This is done in order to test the delivered milk and to ensure

that the tankers are not adulterated during distribution.

21
  Since all the employed processing procedures are automated, no contamination by

human hands takes place.

 To ensure milk freshness the collection and distribution points are always chosen such

that the travel time between them is always less than 36 hours.

Product Promotion Strategy

Mother Dairy believes in direct contact with the customer. It organises various seminars for

children from different schools, students from various colleges and even housewives to

educate and increase awareness about milk and its products. All this is done by the Customer

Information Department wherein consumers are made aware about goodness of milk, various

stages of its processing, Q.A. practices and possible adulterants.

Consumers can themselves see how impurities and adulterants can be easily detected in the

laboratories. The company also has a Mobile Lab that tests milk in residential colonies.

As far as the sales are concerned, in order to increase their reach, Mother Dairy sells its milk

both in bulk vended and sachet forms. Various advertisements both in print and electronic

media are flowed time to time on a regular basis.

22
Management System Policy

 Apply state of the art technology and processes to enhance productivity that ensures

quality at competitive price.

 Apply processes for clean production, pollution prevention and optimize resource

utilization in all operations

 Follow food safety management system and apply HACCP (Hazard Analysis Critical

Control Points) principles to provide safe products to customers

 Mother Dairy pledge to provide quality and safe products under clean and hygienic

environment.

The following steps are taken and ongoing efforts are continuously made as per

"Management Systems Policy"-

•Minimize Waste generation

•Conservation of resources

•Use of renewable energy

•Recycling & re-use

23
AWARDS:

Mother Dairy has its own list of achievements as it has been given awards for various

reasons from time to time. It has got ‘Best Productivity Award’ two times for three

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

1998. It was also awarded ‘Energy Conservation Award’ in 2005-2006 and has also

got ‘Innovation Award’."CII cold chain award 2017""National safety innovation

award 2017"

VISSION AND MISSION

"Provide quality food and beverages to consumers at affordable prices while ensuring

fair returns to the producers".

"Mother Dairy's heritage is intrinsically linked to the cooperative movement in India.

With determination and pride we will continue to serve our farmers, rural India and

our consumers. Our value reflect who we are and what we firmly believe in".

24
 OBJECTIVE OF THE SUDY

1. To study the impact of sales promotion activity on sale

2. To study the sales promotion programs on mother dairy.

3. To study the build and retain brand loyalty.

4 To study to introduce new product.

5. To study to attract new customer.

25
 SCOPE OF THE STUDY

This study helps to understand the sales promotion policies used by mother Dairy for

marketing of milk in market with the profitability.

The study will help the management of mother dairy in forming the future policies regarding

sales promotion strategy. Through retailer sample survey conducted information about

current market situation. This study focuses on last two to three months.

26
 RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. Once can also define as a

scientific and systematic search for relevant information for specific topic. In fact, research is

an art of scientific investigation.

Collecting the data

In dealing with any real life problem it is often found that data at hand are inadequate, and

hence, it becomes necessary to collect data are appropriate. There are several ways of

collecting the appropriate data which differ considerably in context of money costs, time and

other resources at the disposal of the researcher.

PRIMARY DATA

By Interview:

This method implies the collection of information by interviewing, shopkeepers. The

information obtained relates to what is currently happening and is not complicated by either

the past behavior or future intentions or attitudes of respondents.

SECONDARY DATA

Secondary data was collected through ,, Book late and data from websites.

Sample Space:-
The total sample space for my questionnaire part was 50.

27
 DATA INTERPRETATION

[Link] Of selection

Reason Of selection Respondent

Quality 22

Brand 12

Price 11

Other 05

Other,
5

Price, 11 Quality, 22

Brand, 12

INTERPRETATION:

The above chart shows that 22 people out of 50 select Mother Dairy for quality while 12

people select Mother dairy for its Brand, 11 people for Price and 5 people select Mother

Dairy for other reasons.

28
[Link] of Sales Promotion

Satisfaction of Sales Promotion Respondent

Yes 36

No 14

Satisfaction of sales promotion

Yes No

30%

70%

INTERPRETATION:

This pie chart shows that 70% of people are satisfied with the sales promotion activity

of Mother Dairy, while rest of 30% are not satisfied with sales promotion activity.

29
[Link] offer is useful?

Which offer is useful Respondent

Discount 27

Coupon 17

Other 06

Offer useful for promotion

Discount Coupon Other

5%

35%

60%

INTERPRETATION:

This pie diagram shows that 60% people are like discount offers, while 35% people like

coupon offer and rest of 5% people like other offers.

30
[Link] according to sales promotion Activity

Grading According to sales promotion Respondent

Acticity

Poor 02

Fair 08

Avrage 17

Good 23

Grading according to sales

promotion Activity

2
8
Poor
23 Fair
Avrage
Good
17

INTERPRETATION:

This chart shows that 23 people give good grading to Mother Dairy on behalf of its sales

promotion activity, while 17 people give average grade for its sales promotion activity, 8

people give average grade and rest of 2 people give poor grade for its sales promotion

activity.

31
[Link] of Attraction by bonus Level.

Extent of Attraction by bonus Level Respondent

Complete 17

Average 13

Never 20

Extent of Attraction by bonus Level

17
20 Complete
Average
Never

13

INTERPRETATION:

The above chart shows that 20 people are extent of attraction by bonus level, while 17

people are give complete on extent of attraction by bonus level and rest of 13 give

average on extent of attraction by bonus level.

32
[Link] Price Cuts during Festive Offers

Exericed Price Cuts During Festive Offers Respondent

Yes 30

No 20

Exercised Price Cuts during Festive

Offers

20
Yes
No
30

INTERPRETATION:

The above chart shows that 30 people said yes on excercise price cuts during festive

offers while 20 people are said no on exercised price cuts during festive offers.

33
[Link] Medium of Advertisement

Effective Meadium of Advertisement Respondent

Press Advertising 07

Radio Advertising 14

Television Advertising 25

Other 04

Effective medium of
advertisment
Press advertising Radio advertising
Television advertising Other
10% 10%

30%
50%

INTERPRETATION:

In this , 50% people said that television advertising is a effective medium of advertising,

while 30% people said that radio advertising is a effective medium of advertising, 10%

people said that press advertising is effective and 10% people said that other are effective

medium of advertising.

34
[Link] Expectations Regarding the Product

Customer Expectations Regarding the Respondent

Product

More Quantity 25

More Quality 20

Other 05

Customer Expectations Regarding

the Product

More Quantity
25 More Quality

20 Other

INTERPRETATION:

The above chart shows that 25 people except more quantity in product, while 20 people
except more quality and 5 people except other things in product.

35
9. Received Demonstration about product

Received Demonstration about product

Yes 36

No 14

Received Demonstration about

product

14

Yes
No

36

INTERPRETATION:

The above chart shows that 36 people received demonstration about the product while
14 people said that they didn't received demonstration about product.

36
10. Point of Purchase is helpful or not.

Point of Purchase Respondent

Yes 31

No 19

Point of Purchase

19
Yes
No
31

INTERPRETATION: In this chart 31 people said that point of purchase is helpful while
19 people said that it is not helpful.

37
 FINDINGS OF THE STUDY

The findings of the project are as follows:

 The data I have collected 80 % of the customer are agreed on the sales promotion

strategies applied by mother dairy.

 Sales promotion strategy levels of mother Dairy are better than other competitors in

the market as per data collection.

 Good quality is preferred than the price nowadays, that’s what people are choosing

mother dairy now days without caring prices.

 Many players have entered into this industry so options widens for the customers.

Hence brand loyalty is affected.

 The availability of the milk products also affects the market for e.g. milk powder.

 25 people said that television advertising is a effective medium of advertising, while 14

people said that radio advertising is a effective medium of advertising, 7 people said that

press advertising is effective and 4 people said that other are effective medium of

advertising.

 20 people are extent of attraction by bonus level, while 17 people are give complete

on extent of attraction by bonus level and rest of 13 give average on extent of

attraction by bonus level.

38
 SUGGESTIONS

 Locate the institutions using competitor’s milk and provide them attractive offers to

increase the market share so that at least the big competitors will not try to expand.

 Can start schemes like cash prizes or foreign trips on scratching the barcode on the

packet.

 Mother Dairy should introduce Sales Promotion schemes like free weight, contest,

free gifts etc.

 Mother Dairy should provide good services so that more and more customer attract

towards the product.

39
 RECOMMENDATIONS

 The time difference is more between product promotion and launching the product in

the market than the estimated time.

 The number of schemes related to the product are more to the distributors and retailers

as compare to customer, where as more schemes given to the customer can add the

total sales and the total revenue.

 For better selling provide the new promotional strategies of the product.

40
 LIMITATIONS

 The biggest problem what I faced while completing my project was in sufficient time

of retailer and customer. The time we needed to give the knowledge of our product to

the customer and the actual time customer had.

 The second problem what I noticed in that company was limited scheme i.e. company

offers very limited number of schemes and limited timing for scheme, where people

are looking for more schemes.

 Limited Area was one of the disadvantages that I had to complete the project. The

area that I had was very small and restricted to some limits.

41