BALWANT COLLEGE, VITA B.B.A.

PROJECT

CHAPTER I

INTRODUCTION TO THE STUDY

1.1 INTRODUCTION:

Sensible organizations necessarily and commonly indulge in promotional

assignments. This gives an effective meaning to the product. People come to know in
advanced about the product which has a bearing upon their decisions. The element of
promotion mix, i.e. advertising, publicity, personal selling and sales promotion together
work to develop the highest degree of persuasion that can be best influence the behavior
of the customer in the desired directions.

Promotion can take many forms depending upon the need of the company and the
lifecycle stage of the product. Some promotions are carried out in order to make the
customers information about what the company is going to offer. This generally happens
hence the product is about to be launched or has just arrived in the market. The main
purpose behind this is to make the customers know that there is something new for them
in the market.

Some promotional efforts are made in order to purposely create a demand among
people by persuading them. But it never means forcing or persuading the customers.
Advertising is any paid form of non-personal presentation and promotion of ideas, goods
or services by and identified sponsor the five M’s are important to developing and
program.

 Mission: What are the advertising objectives?

 Money: How much can spent?
 Message: What message should spent?
 Media: What media should used?
 Measurement: How should the result be evaluated.

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Thus, this leads to study the promotion mix for milk products and also help the
organization to know the market potential of milk products and which promotion
strategies to be implemented.

1.2 LITERATURE REVIEW:

1.2.1 MEANING OF PROMOTION:

Promotion is seen from dimension and different scholars, professional bodies and
associates have been given various definitions of promotion.

Nevertheless, it is indeed noteworthy that each definition is unique. Promotion is

a vital component of marketing and an integral aspect of or complex social economic
system. However, few of the definitions by some authors are as follows:

According to George E. Belch and Michael A. Belch, (2001) Promotion is the

“co-ordination of all seller initiated efforts to get up channel of information and
persuasion to sell goods and services or promote an idea” (advertising and Promotion
Fifth Edition 2001)

Scoth Ogini (2005) Promotion is the marketer tool for communicating with
customers for understanding and patronage. Promotion is a short- term incentive to
encourage sales of goods and services. It is indeed an organized way or plan of
communicating function of marketing to customers to effect behaviour of diversified
buyers-target customers and taking advantage of competition market environment. More
than half of the world’s economic activities consist of exchanges between organization
and most of these are commercial enterprises that exist to provide products or services to
other firms or ultimate consumer. Thus, promotion plays a crucial part of any marketing
mix in an organization, essential for the success of the overall marketing strategy. The
effect of promotion is to inform and create awareness that the right product is available at
the right place at the right price to satisfy consumers or customers need.

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1.2.2 METHOD/FORMS OF PROMOTION.

Most companies or organization have various ways/methods of promoting their

product or services. Take for example car company’s uses variety of methods to promote
their brands. Thus, there are several forms of promotion available as noted by William D.
Perreault, E Jerome McCarthy, Steven Parkison and Kate Stewart (2000). They are as
follows:

i. Personal selling .
ii. Advertising .
iii. Direct marketing or mass selling.
iv. Publicity and public relation
v. Sales promotion.

Each of these promotional, tools has its own unique characteristics, cost, strength
and limitations. However, a marketing manager uses them in combination thereby
creating a promotion mix. Below is a diagrammatic basic promotion method and strategy
planning.

William D. Perreault, E. Jerome McCarthy, Steven Parkison & Kate S (1990).

Basic promotion method and strategy planning. The ultimate objectives of promotion are
to effect the buyers’ behavour. The promotion objectives are.

i. Informing.
Ii Persuading
iii. Reminding.
iv. Assuring.

For a firm’s promotion to be effective, its promotion objectives must be clearing

defined because the right promotion mix depends on what the firm or organization
wandts to accomplish. Promotion also requires effective communication.

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I. PERSONAL SELLING (Flexibility is its strength):

Personal selling is the most effective tool at the later stages of the buing process.
A form of person-to person, face-to-face communication between seller and prospective
or potential buyers so as to inform build up buyer preference, persuade to purchase the
company’s product or services. However, it is the final element of an organizations
promotional mix.
Personal selling has three distinctive qualities:
i) Personal confrontation:
personal selling involves an immediate and precise feedback due to interactive
relationship between the seller and customer (Rention) if the feedback is unfavourable,
the sales person can modify the massage accordingly.
ii) Cultivation:
personal selling result to a customer’s relationship as well as a deep personal
selling makes the buyer or customer feel or seller’s talk.

II ADVERTISING:

Advertising is defined as any paid from of non-personal communication of an

organization, product, idea or services by an identified sponsored. Scoth Ogini (2006).
The paid aspect of the definition means that the space or time for an advertising message
must be bought or paid for except PSA (public service announcement whose advertising
time or space is donated by the media. The non personal means of advertising which
involves mass media e.g. T.V, radio, magazine and newspapers that passes information to
a large number of persons at the same times.

Due to advertising many forms and usages, it is difficult to make generation.

Nevertheless, it has the following qualities or uniqueness.

i) Public presentation:
Its public nature legitimizes the product or services and gives a standardized offer.

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ii) Pervasiveness:
Permits repetition of a message or information many a time. Advertising allows
buyers to receive and compare the messages of various competitors. For instance, large
advertising conveys positive information about the seller’s size, power and success.

iii) Amplified expressiveness:

Advertising provides opportunities for dramatizing the company and its products
through the artful use of print, sound and color.

iv) Impersonality:
It is a monologue in front of, not a dialogue with the audience, hence the audience
may feel obligated to pay attention or respond to it but it thus build up a long-term image
for a product or trigger quick sales.

III. DIRECT MARKETING. MASS COMMUNICATION/MASS SELLING:

(reaching million at a price or even free)

This is communicating with large number of prospective customers at the same

time. Direct marketing involves a variety of activities which includes database
management, direct selling, tele-marketing, direct response as through direct mail, the
internet, website, various broadcast and print media. It is intended to acquire and retain
customers, by contracting them without the use of any intermediary. Unlike the other
forms of communication, it usually requires an immediate response which means that its
effectiveness can be accessed quantitatively.

Direct marketing is defined as “the distribution of products, information and

promotional benefits to target consumers through interactive communication in a way
that allows response to be measured. Direct marketing plays a big role in the integrated
marketing communication programme of consumer-product companies and business-to-
business marketers. And it has four distinctive marketers:

i ) Non-public: the message can be prepared to appeal to the addressed individual.

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ii) Up-to-date: a massages can be prepared very quickly, building one-to-one

customers relationships-reutilized.

iii)Interactive: the massage can be change depending on the person’s response.

IV. PUBLICITY AND PUBLIC RELATION PUBLICITY:

Publicity according to scoth ogini (2006) means an unpaid form of

communicating ideas, products , and services(publicity is free) like advert, it is no
personal communication to a mass audience but it is not directly paid for by the company.
The information publicized is carried out through the use of newspapers, press
conference, articles, films and editor who determine the nature of the massage. The
information passed could be negative or positive since it is not under the control of the
organization. An advantage of publicity is that it is highly credible or credibility. The
stories and features are more authentic and credible to reader than advert.

Another advantages is its low cost. Since the company does not pay for its except
the information is favorable and the company now decide to develop it by appointing a
public relation officers which may incur some cast.

PUBLIC RELATION:
it is noteworthy to know that there is distinction between publicity and public
relations. When an organization systematically plans and distributes information to
control and manage the nature and posive image of publicity it receives. It is said to have
engaged in public relation. Public relation is defined as the management function, which
calculates public attitudes, identifies the policies and procedure of an individual or
organization with the public interest and executives a programme of action to earn public
understanding and acceptance.
The purpose of public relation is to establish an maintain a positive image of the
organization or firm and dramatizes a company’s product or service.

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V. SALES PROMOTION:
sales promotion could be defined as various marketing activities that add extra
value, incentive to the sales force, distributors or the ultimate consumer. Thus sales
promotion spark immediate interest stimulates purchase by final consumers on product
and services in the channel. There two major categories or sales promotion, namely;

i)Consumer – Oriented.
ii)Trade – Oriented.

CONSUMER – ORIENTED:
It is targeted to the ultimate uses of a product or services, which includes couponing
premiums, consumer rebates sampling, pens and calendar and free T-shirts and cap,
instore demonsration etc. and this encourages consumers purchase items immediately and
stimulates short-term sales.

TRADE – ORIENTED:
sales promotion is targeted towards marketing intermediaries like whole sales
distributors and retailers which includes promotional and merchandising allowances,
price deals, trades shows, training programmes e.t.c which are various means of
promotional tools used by companies or firms to promotes their product or goods and
services. (Jerome McCarthy E. and William D. Perreault) Jr (1990).

1.2.3 IMPORTANCE OF PROMOTION IN MARKETING:

STRATEGIES AND ITS ADVANTAGES
The need or importance of promotion cannot be underestimated. Promotion is
fourth means of marketing the others are product, place and price, an integral part of
marketing process in most organization or company. The promotional mix helps in
achieving more efficient and effective communication programme. More so, promotion
contributes towards IMC (integrated marketing communication), which involves a
rapidly changing environment in terms of technologies, consumers and media. The
importance of promotion lies in six development in marketing world: the decline of the

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influence of commercial broadcast networks increase in programmes cast, education of

management about marketing, pressure from the new technologies these influences
combined bolster marketing programmes and create good image of the organization. In
fact, the rapid changes in the dynamic market environment added up to increase the
importance of promotion in this twenty-first century. Professionals trained in the
strategies and techniques in marketing will be in great demand in the decades ahead.

1.2.4 THE ROLES OF PROMOTION

The role of promotion in the marketing function is to convey news, to tell
customers about the benefits of the products. Promotion helps to achieve the
organization’s objectives of targeted market strategies. Added to promotion is marketing
function. Companies ranges from large multinational corporations to small retailers
increasingly rely on promotion to help them market product and services. Promotion
facilitates the sales of product, goods and services. An indispensable tool for creating and
exploiting differences that is for positioning, such as persuading, assuring or convincing
and reminding the targeted audience that the promotional mix activities differs
substantially from its competitors.

1.2.5 PROMOTIONAL MANAGEMENT:

Promotional management has to do with co-coordinating the promotional mix

element in order to develop a controlled integrated programme of effective marketing
communication. Promotion is much more than selling and entertainment to the hungry
public. At the heart of every thing is communication. Communication must be
interesting. Effective promotion must attract attention before it can be interpreted and
build constituencies etc. and with regards to this fact, there should be management. In
organizing the various promotional mic, the marketer should decide on which form of
promotion to use, how to combine them so as to achieve the organization’s marketing
objectives. The manager must reason on what percentage of the budget to allocate to the
choice of promotional mix decided on. In developing and managing of promotional mix,
the following should be considered by:

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i. Type of product
ii. The target marketer
iii. Buyers decision process
iv. Stage of product life cycle.
v. Channels of distribution

1.2.6 THE PROMOTIONAL PLANNING PROCESS:

A key success to any business function is planning. Planning is fundamental for
effective promotion process or role. Promotion is not the straightforward activity that in a
grossly over communicated society, the process is more complex. Setting reasonable,
achievable objectives then is the first and most important step in the promotion plan. All
other plans flow naturally form this producing an effective marketing plan that will give
an organization competitive advantage and it requires knowledge, skill intellect and
creatively and above all, time. Promotion planers must have business marketing
intelligence (BMI) because it likes an organization to its external environment, thereby
enabling management to develop informed and rational decisions about markets,
competitors and strategy. BMI is defined as the collection, analysis and interpretation of
relevant internal and external marketing information. It is a process that makes it possible
for firms or organization to learn, understand and deal with new challenges. MBI is a
future oriented activity that helps organization cope in the market environment. It
includes all ways and use information.

Today marketing intelligence tends to create changes in the global market world;
hence it is essential for a promotional planner in planning process. A rational marketer
must design a promotional planning process, if possible may sometimes re-evaluate the
planning process to measures the progress and effectiveness of the programmes develop,
implemented in marketing corrections for adjustment with regards to the promotional
function of marketing strategies. Promotional planners must decide on specific role,
elements of promotional mix develop strategies for each elements and plan as well as
implement. In addition, the market plan of an organization should be written document

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that describes the overall marketing strategy to reach the target audience. Infact,
promotional plan is an integral part of the marketing strategy. (Susan Tyler Eastman,
Douglas A. Ferguson and Robert A. Klen (1999)

1.2.7 DEVELOPING PROMOTIONAL STRATEGIES:

Besides the promotional plan process, developing promotional strategies and

activites play a pivotal role in market channel. These activities include advertising, sale
promotion, and personal selling effort e.t.c which is directed towards influencing and
stimulating consumer behaviour or end-user purchases, thereby having a programme to
motivate channel members. And the fundamental strategy decision is “a push versus a
pull” promotional strategy. A push strategy is a programme designed and focuses
manufacturer promotional efforts on the members of distribution channel itself rather
than the final user using trade advertising and allowances, trade promotions, and personal
selling to stock manufacturers products and promote them to final user. The goal of lthe
push strategy is the product to re-sellers or trades, selling and promoting the items
through the channels of middlemen. It aims at convincing resellers that push the products
to their customers and make profit on it.

On the other hand, a pull strategy is to appetiz buyer or customers demand for a
product or services by professional effort that are aimed at the ultimate customer or
industrial user. The pull promotional strategies goal is to imbues or create demand of the
product or service on the customer at a level and encourage them to request for the
product or service form the retailers, whole sellers or distributors and the middlemen will
thus be compelled to stock the products or renders services in accordance to their
respective assortments. More so, push strategy uses advertising and consumer promotion
element however, the push or pull promotional strategies to be use depends on the
company’s choice base on its number of factors which includes:

i. Company’s relation with trade

ii. Promotional budget
iii Demand for the firms product or services rendered

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Company that has favorable relation or channel relationship may prefer a push
strategy while that which has a favorable demand out look for product or service swill
prefer a pull strategy. But combination of a push and pull strategies in more beneficial
and appropriate. (George E. belch and Michael A. Belch (2001).

1.3 MANAGEMENT PROBLEM:

The management is faces many problems and main problem of management is

that, they don’t know whether promotional schemes are enough or not. Thus,
management wants to know the effectiveness of promotion schemes.

1.4 STATEMENT OF RESEARCH PROBLEM:

The statement of research problem is “A study of promotion mix and

effectiveness of promotion schemes of Warana milk products”.

1.5 OBJECTIVES OF THE STUDY:

1. To analyze the effectiveness of promotions schemes on customers.

2. To find out the expectations of retailers and wholesalers about advertising.
3. To evaluate which media is more effective for promotion of milk products in the
market.
4. To study whether promotion schemes are enough or not.

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1.6 SCOPE OF THE STUDY:

The study has wide scope and has various types of the scope. There are three
types of scopes as follows.

1.6.1 GEOGRAPHICAL SCOPE:

The study is limited to Kolhapur City, Maharashtra State. The concerned study is
conducted only in kolhapur city. The customers, wholesellers and retailers are considered
for the study is the residential of kolhapur city.

1.6.2 CONCEPTUAL SCOPE:

Various concepts used by researcher such as marketing mix, promotion mix,

advertising, publicity, sales promotion, word-of-mouth, personal selling, and
telemarketing etc.

1.6.3 ANALYTICAL SCOPE:

For analyzing the data, various tools are available. Researcher has used such
statistical tools like graphical representation, charts, tables, ranking method, weighted
average and percentage etc.

1.7 IMPORTANCE OF THE STUDY:

This study gives benefits to both the researcher and to the organization.

I.7.1 IMPORTANCE TO THE RESEARCHER:

This study gives lot of knowledge about the promotion mix and
promotional schemes to the researcher. The various promotional strategies are
known to researcher of company and it will help to the researcher in future
carrier.

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I.7.2 IMPORTANCE TO THE ORGANIZATION:

The researcher gives to organization many information. The organization
are also use this project for its improvement in the marketing. The researcher is
also gives suggestions to the organisation. Due to this project, organization know
about the customer’s response as well as come to know effective promotion
schemes.

1.8 RESEARCH METHODOLOGY:

Thus research refer to a critical and exhaustive investigation as

experimentation having or it’s aim is revision or accepted conclusions in the light of new
discovered facts.

1.8.1 DATA REQUIRED:

The data is required such as demographic factors like age, sex, number of
dependants, their income, occupation, educational qualification, awareness about the
promotion schemes, about the satisfaction, frequency of consumption.

1.8.2 DATA SOURCES:

Data sources are classified into two types these are:

a. PRIMARY DATA:
Primary data is first hand & it is collected for the research. The primary
data is collect information from the investigation, schedule, personal interview
and observation etc.
b. SECONDARY DATA:

If the investigator does not collect the data originally but the uses the data
collected by other investigator or agency and available in published or

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unpublished from internet, magazines, office records, books, the data is called
secondary data.

1.8.3 INSTRUMENTS:

For the study, the researcher has used most suitable instruments such as, direct
interview, schedule, observation etc.

1.8.4 SAMPLING:

The sampling is a method of selecting a part of the population. As population is

infinite, therefore researcher has used simple random sampling method. The required data
is collected from 50 customers and 10 retailers as well as 5 wholesalers as samples due to
time constraint and as per the convenience of researcher.

1.8.5 DATA ANALYSIS:

Data is analyzed with the help of statistical tools such as, graphical
representations, charts, tables, percentage, weighted average and ranking method etc.

1.9 CHAPTERIZATION:

CHAPTER I: INTRODUCTION TO THE STUDY:

This chapter contains the objectives of the study, scope of the study, importance
of the study, research methodology and limitations of the study.

CHAPTER II: COMPANY PROFILE:

The second chapter contains company profile. It includes the company’s

background, history, manufacturing process, organizational structure, future goals and
awards are included.

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CHAPTER III: CONCEPTUAL FRAMEWORK:

This chapter includes basic concepts of the project topics. The elements of
promotions and whole concept of promotion mix are included in this chapter and also the
other theoretical background, figures are includes and also the concepts like advertising,
sells promotion, word-of mouth, personal selling, telemarketing etc.

CHAPTER IV: DATA ANALYSIS AND INTERPRETATION:

The researcher has got many information about the project. In this chapter the
data is analyzing deeply with the help of statistical tools such as, graphical
representations, charts, tables, ranking methods, weighted average and percentage etc.

CHAPTER V: FINDINGS AND SUGGESTIONS:

After analyzing the data, researcher has gate findings and based on that he gives
valuable suggestions to the organizations.

1.10 LIMITATIONS OF THE STUDY:

1. The organization is not give sufficient information due to time constraint

2. The study is related only promotion mix.
3. Respondents has not given proper information.

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CHAPTER II

COMPANY PROFILE

2.1 INTRODUCTION OF COMPANY:

Shri Warana Shahakari Dudh Utpadak Prakriya Sangh Ltd.

Address:-

A/P tatyasaheb Kore Nagar, Warananagar

Tal.- Panhala, Dist-Kolhapur

Pin-416 113 (Maharashtra)

Tel-02328-222481 to 87

Fax – 02328-224188

02328-222396 (Mkting)

Date of Registration

20 July 1968

Area of Operation ;-

4 Talukas & 2 Districts

2.2 HISTORY:

Warana is eminently a unique name that stands as fortune in the co-

operative movement in India. The Name warana sounds suitable were there is a mention
of co-operative movement. The initiated may be amazed by the way batten land has been
covered in to a green valley. The green valley with its smiling face welcomes the who
nation for its exemplary services. “Love at first sight” can be rightly applied to this land

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of integrated rural development. The beauty of this land makes music which can
penetrate and the most the inaudible and a ratio of natural colors the most unaccustomed
eyes and it can even make even the unlettered to construct the duets. The activities in this
valley can enliven the most passive. There is no name parallel to WARANA except
perhaps. The WARANA RIVER, which flows parallel to WARANA. WARANA culture
has set an example and is making wonders to WARANA-

A successful name in the co-operative movement;

A successful name in the operation flood;

A successful name in the agricultural field.

All this did not happen by chance or through any sort of magic. An arduous
mission with a singular dream of achieving all these incredible things. The man who
sacrificed his joys. Happiness and stood bold, to do the best. The man like a sprint
achieved the success in all the fields. His words were godly words to his followers. With
an undaunted strong belief along with his team when he struck. The whole barren rally
that was filled with dacoits tend turned it into a prosperous and polite land.

Who was this incredible man? Who was this motivator? Who was this sprint? He
was late Vishwanath V. Kore alias Tatyasaheb Kore.

Tatyasaheb Kore who did a magnificent miracle in the land of warana born on 17 th
October 1914, he was the son of a farmer in a small village Kodoli. Young Vishwanath
Kore had to overcome several hurdles due to the poverty the sad demise of his parents
might have crunched him a great deal. But young Vishwanath did not flinch in inch.
Being the eldest in his family he took all the responsibilities on his shoulder and through
his hand work he brought up the whole family through difficult times. By entering the
local village co-operative society in 1935 he started his social services. He actively
participated in Quite India Movement of 1942. He was actively associated with
underground movement of late “[Link]”-

1st Former Dy. Prime Minister of India. Due to his social services he was
unanimously elected as President of Kodoli Municipality in 1940.

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He plunged into a server action when an unprecedented depression in 1951

literally rained the fanners of this area and they had to burn out their sugar canes rather
than making jiggery and face the prospect of selling it at thrown away prices. This
shocking incident made him to set up a moderate co-operative sugar factory in the barren
land WARANA situated next to Kodoli village. The success of this sugar factory doubled
his enthusiasm and lead to the overall development of WARANA complex. Today
Warananagar is a place of many facets and fragrances and its success story started
unfolding with every sunrise. Warana is expected to make miracles in the days to come.

2.3 PRODUCT PROFILE OF WARANA:

1. Milk 8. Flavored Milk
2. Shrikhand 9. Milk Powder
3. Amrakhand 10. Cheese
4. Ghee 11. Paneer
5. Dahi 12. Fresh Fruit Drink Milk
6. Lassie 13. Sugarcane Juice
7. Table Butter 14. Aqua Drinking Water

2.4 PRODUCT DETAILS:

1) Warana Milk:
It is of two type cow and buffalo, Daily 200000 liters of buffalo milk is
supplied to Mumbai and 100000 lit. to other market and 500 ml packing.

2) Shrikhand and Amrakhand:

Warana is the largest manufacture and seller of shrikhand in different

flavors like badam pista, keshar mango and elaichi. Amrakhand is known by soft
appearl appetizing look.

3) Ghee:

It is quality product which is automatically packed in different size.

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4) Cheese:

Mazzarella cheese processed cheese, pista etc. are product in cheese.

5) Dahi/ Curd:

This is available in different packaging size.

6) Butter:

There are many types like saited butter,white butter and yellow butter.

7) Paneer:

Malai paneer is waranas favourite paneer among all.

8) Warana Tetra Pack Milk:

This is available in toned and double torred milk in 1 lit packaging it avoid
spoiling up to 120 days.

9) Lassi:

This is sweet lassi and available in 200 ml polybg.

10) Warana fresh fruit drink:

There are different types in fruit drink like mango,apple,sugar cane juice,orange
and 200ml tetra pack.

11) Warana milk powder:

Two types like skimmed milk powder and full cream milk powder. Just
spoonful of skimmed powder is enough to form glassful of milk that is rich,
creamy, wholesome milk that’s high nutritious & with proteins & carbohydrates

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2.5 MANUFACTURING PROCESS:

Raw Milk receives

Pasturization

Standardization

Infuse on Separation Pre-Heating Chilling at 40

Chakka

Shrikhand

Packing

Storage
Skimmed Milk
Cream
Power Production
Butter Making
Table butter

Ghee
Packing Store

Packing Storage

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2.6 FUTURE PLAN OF ORGANIZATION:

1. Production of pulp in Amrus in few days

2. Production of sugar cane juice & butter milk in Tera Pack
3. Make arrangement of Transport of various commodities including milk, milk
product, milk by- products , agri products, fruit & vegetables.
4. Activate depositary schemes
5. Import as and when necessary machinery for processing milk for producing milk
products.
 Production of Soya milk, fruit lassi, warana icecream.
 Increasing the facilities to the farmers for export milk.
 Number of employees are as follows

Manager 15

Supeviser 162

Technician 534

Workers 1149

Total 1807

2.7 INTERNATIONAL CERTIFICATION:

Warana is ISO 9001-2008 HACCP (Food Safety) Certified

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2.8 TURNOVER OF THE ORGANIZATION:

Total States = 480 Crores

Production of Milk Product in Metric Tonn

Sr Product Name 2007-08 2008-09 2009-10

1 Shrikhand 2306 2387 2644

2 Ghee 1190 1397 1632

3 Cheese 44 63 65

4 Butter 994 805 844

Milk Product Sale in Metric Tonn

Sr Product Name 2006-07 2007-08 2008-09 2009-10

1 Shrikhand 2260 2280 2679 2600

2 Milk (Ltr) 82934866 88769307 88311236 96152629

3 Ghee 1119 1452 1546 1675

4 Chees 38 60 66 430

5 Butter 754 749 812 455

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MILK & MILK PRODUCTS PACKING

Milk & Milk Products Packing & Quality

Kesharshrikhand 250 gm cup, 500 gm

Mozzarella Cheese 1kg poly bag, ½ kg

Shrikhand badam-Pista ½ kg, ¼ kg Poly Bag, 100,250,50,500 gm

Cup

Amrakhand 100,250,500 gmCup, ¼ P.P., ½ P.P.

Warana Ghee 1ltr Tin, ½ ltr Tin, 15 Ltr Tin, 200 gm

Poly pack, 500 ml Poly Pack, 200ml
Shika, 500ml Shika

Warana Lassi 200 ml Polybag

Warana Processed Chees 100 gm polypack , 200 gm P.P., 500 gm

P.P.

Warana Table Butter 100 gm packet, 500 gm Packet, 1 P

Butter, 500 gm packet

Milk 200 ml Poly Bag, 500 ml Poly Bag, 1 ltr

Warana Sugar Cane Juice 200 Ml, Tera pack

Mango, Apple, Orange juice 200 T.P.

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2.9 ACHIEVEMENT:
 Best Technical Efficiency award national level form central government during
1991 to 1992 seaseon
 Vasantrao Naik Pratishthan Purskar for best Dairy Unit (1 st Price) for the work of
founder Late Tatyasaheb Kore for Development of Co-Oprative Industry &
Education.
 Management excellence award for children’s orchestra for institute of Marketing
Management, Pune.
 ISO-9002 Certification M-STUV Bayern Germany in year 1999
 Vanashri Purskar from Government of Maharashtra 1999.
 First price for best technical efficiency at national level for the season 1988-89
 Award to Mr. Vinay Kore Precident of Warana Co-Oprative Group of Industries
& Educational institution for his work in Co-oprative & social services fie
Foundation Purskar 1997 “Sahakar Shree Purskar, 1997.”

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2.10 ORGANIZATIONAL STRUCTURE:

Chairman

Vice Chairman

Board of Directors

Managing Director

Secretary Account & Production Store General HR

Finance Manager Keeper Manager Manager
Controler of Mkt.
Worker

Assistant Production Worker Assistant Dairy

manager Engineer manager Supervisor

Finance Sr. Officer of

Manager marketing
Supervisor Production
Master
A/C Manager Sales Officer

Assist anent
Master
Costing Sales
Manage r Supervisor
Supervisor

Clerk Sales
Worker Representative

Sales Man

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2.11 LOCATION ADVANTAGE:

The location of Warana site is close to Mumbai-Pune-Bangalore Highway

35 Kilometers From Kolhapur city.
Availability of labour – Good agricultural & milk productivity culture, labour available
from the nearly areas.
Warana river is near to the site

After the evaluating the locations on pre-determined criteria by the Economics

times, India survey report, following work emerges.

1. Visakhapattanam (Andhra Pradesh)

2. Vapi(Gujarat) & Guntur (Andhra Pradesh)
3. Cuddalore (Tamilnadu)
4. Kolhapur (Maharashtra)
5. Erode9Salem cluster (Tamilnadu)
6. While kolhapur is the Highest ranked location in Maharashtra state.

2.12 PRESENT FACILITIES:

Present facilities of the dairy spread over 100 acres of land located of
Warananagar-Tatyasaheb Kore nagar consists.

1. Dairy plant having handling capacity of 6,00,000 lac ltrs/ day & drying capacity
of 40 Mt/day
2. Malted food division including Bournvita, DC-Delite, Byte plants
3. Cattele feed plants of 120 Ton capacity
4. 2.5 Mz co-generating plant
5. Administrative Buildings & Residential premises for supervisory staff.
6. Processing Units at Ganeshwadi, Gadhingalaj & Jat
7. Milk & Milk products distribution centers at Kolhapur, Ichalkaranji, Gadhingalaj
& Mumbai

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8. Warana Dudh Sangh has also taken over one more milk processing Plant of
1,00,000 LPD capacity near solapur.

2.13 EXPORT PRODUCTS:

[Link] Milk
[Link] milk
[Link]
[Link]
[Link] heat treatment milk.
6.A sugar cane, juice

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CHAPTER III

CONCEPTUAL FRAMEWORK

3.1 PROMOTION MIX:

The second important sub mix of the marketing mix is found instrumental in
informing, sensing and persuading the prospects/ custodies. The marketers bear the
responsibility of using the different components of promotion in such a way that the
measures adopted for promoting the goods or services are found productive. The
promotion communicates to customers information on the other elements of marketing
mix, such as product, pricing and place. The advantage of product itself, details on the
place through which it is sold and details on the pricing are transmitted through
promotion We can't negate the fact that more creative the promotional measures, more
proactive we find our sensitizing efforts. Creativity is found to be in integral part of
communication. It is against this background that we find even the services generating
organisations very much instrumental in using the different components of promotion.
We go through the different components of the promotion mix as shown in figure.

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3.1 COMPONENTS OF PROMOTION

Components of Promotion

Advertising

Publicity

Sales promotion

Personal Selling

Word of Mouth promotion

Telemarketing

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3.2 ADVERTISING:

Advertising is the basic element of promotion within marketing mix. Advertising

is any form of indirect presentation of ideas products or services. The basic purpose of
advertising is to stimulate demand and product sales. Therefore advertising is considered
to be basic instrument of sales and communication with public.

The advertising can support two different goals of the company. If the goal of
advertising is the product or service, with the purpose of sales increase it is called Product
Advertising. On the other hand, if the goal is to promote the image of the company, than
it is Institutional Advertising.

Advertising is a form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products, ideas, or
services. It includes the name of a product or service and how that product or service
could benefit the consumer, to persuade a target market to purchase or to consume that
particular brand. These messages are usually paid for by sponsors and viewed via various
media. Advertising can also serve to communicate an idea to a large number of people in
an attempt to convince them to take a certain action.

Commercial advertisers often seek to generate increased consumption of their

products or services through branding, which involves the repetition of an image or
product name in an effort to associate related qualities with the brand in the minds of
consumers. Non-commercial advertisers who spend money to advertise items other than a
consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Nonprofit organizations may rely on free
modes of persuasion, such as a public service announcement.

Product Advertising can have different roles. The most important roles of product
advertising are:

 Pioneer Advertising that points to primary demand for the product. It is relevant
during the introduction phase of the product. Since the product is new the pioneer

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advertising is promoting novelty and set a new trends.

 Competitive Advertising is pointing for demand increase for specific product of

the company. Since the product is in the phase of growth or maturity, competition
is developed and active. Therefore the goal of competitive advertising is to
differentiate product from the competition and to increase or protect sales volume.

 Sustainability Advertising has a goal to keep the loyal segment of customers. The
Sustainability advertising is reminder advertising that makes sense for established
and developed brands.

Institutional Advertising has advertising goal that is much wider than the product
advertising. While the product advertising is basic advertising stage, the institutional
advertising is advanced level. Institutional advertising cannot be conducted without
developed product advertising.

The institutional advertising is developing image of the company, clarifying the

mission and vision to population and building the public opinion about the community
contribution of the company. The example of institutional advertising can be promotion
of eco & recycling programs, introduction of new additive free food production
technology, switching from import to local production etc.

The usual channels for communication of product advertising and institutional

advertising are TV, radio, newspapers, internet advertising, mail, e-mail, billboards, ...
The Advertising activities are planned mostly by the company, with consulting and
execution by marketing agencies.

•Paid form of communicating a message

•Uses various media
•Persuasive, Informative
•Designed to influence purchasing behavior or thought patterns.

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•Defined as a one-way communication whose purpose is to inform potential customers

about products & services, & how to obtain them.

•Examples of media to deliver messages

–Mass Media: Television, Radio, Print

–Direct Media: Leaflets, catalogues
–Outdoor Media: Billboards, Kiosks, Banners
–New Media: Video games, Internet

Advertising is a paid form of persuasive promotion since we find it playing an

effective role in informing and sensing the customers. The creativity is found to be an
essential aspect of advertising which increases the importance of professional excellence
in making the advertising processes productive. The professionals are supposed to take
into consideration the following facts while advertising. This would help them in making
possible creativity besides optimizing the advertisement budget. The service generating
organisations also need to advertise carefully.

• It is a direct personal relation between the buyer and seller.

• It is an oral presentation in conversation.
• It is two-way communication.
• It is personal and social behaviour. I
• It is an exercise for selling the goods or services.
• It is found more effective in the service generating organisations.
• It is based on the professional excellence of an individual.
• It is an important element of the promotion
The aforesaid facts thus make it clear that to be more specific the service
generating organisations need to use this component of the promotion mix preferably in a
creative way. An individual is supposed to be high performer to get the desired result.
This makes it essential that the service generating organisations make sincere efforts to
develop such a professional who shows his/her expertise in touching and influencing the

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impulse jf prospects/customers. Thus this element of the promotion mix needs adequate
training facilities to develop professional excellence.

STEPS IN ADVERTISING:

3.2.1 FINALISING THE ADVERTISEMENT BUDGET:

The involvement of finance an important consideration and any organization

either producing goods or generation services can't undermine it. We need to formulate a
pragmatic budget that the financial constraint is not to aggravate the problem. It is very
nature. that the scale of business of an organization would be a dominating factor while
designing the advertisement budget. The professionals are supposed to know 1 about the
budgets of the leading competitors and to incorporate necessary changes felt essential to
make the advertisement attractive and informative. They are also required to know the
stages though which their services or schemes move' This would help them in
rationalizing the financial requirements.

3.2.2 SELECTING A SUITABLE VEHICLE:

Another consideration that requires due attention of the professionals is the

suitability of vehicles through which the advertisements regarding the services product
move. There are a number of devices to advertise such as print media, broadcast media
and the tele calling Idia. The nature of product, intensity of competition, the quality of
target market are some of the considerations to be given due weightage while selecting a
medium. The involvement of cost and the rate of sensitivity in different media can't be
uniform. We can't negate that telecast media is found very much effective but at the same
time very expensive. All the organisations can't make a provision for TV advertising. The
broadcast media has a big network and some of the organisations also prefer to advertise
through Radio. It is right to mention that the broadcast media is found economic but not
very much effective. To be more specific for the service generating organisations, we
find print media suitable since it is economic as well as effective in throwing a positive
impact. The organisations requiring more space for placing the message find the print

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media suitable. The professionals need to select a suitable vehicle depending upon the
potentials and requirements. |

3.2.3 MAKING POSSIBLE CREATIVITY:

It is important to mention that promotion without creativity carries no meaning. `It is
important to mention that promotions without creativity carries no meaning. By creativity
our emphasis is on the attractive and innovative It is The messages, appeals, slogans are
instrumental in sensitising the customers. Of late, there are a number of adverting
agencies where world class professionals are engaged for making possible creativity. The
creativity in advertisement would substantially simplify the task of professionals since
the process would be found proactive. y

3.2.4 TESTING THE EFFECTIVENESS:

It is only not sufficient that we advertisement is much more impact
generating that our advertisements are effective. This meant we are getting a profitable
return for our investments in advertisement. The messages, slogans, appeals continue for
a long time and the persuasion processes are found instrumental in transmigrating the
prospects into customers. Our focus is here on the life expectancy of advertisements. We
can't deny they creativity and sensitivity make the ways for effective advertising.

3.2.5 INSTRUMENTALITY OF EXECUTIVES:

The executives responsibility of advertising locally at micro level. They are
supposed to have an in depth known ledge of local market and target population. Of
course, we find a budget at apex level or at macro level but provisions at micro level are
found very much productive. If we talk about the cause related marketing the
professionals working locally know about the local events, customers, prospects
problems or so. How to influence the local population for getting a positive response. The
professionally sound executives can make it possible.

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3.2.6 CHARACTERS AND THEMES:

The sensitivity of advertisement is considerably influenced by the characters,
themes, events selected for advertising. It is essential that while advertising, the
professionals know about the characters and themes.

Promotion is the process of communicating with individuals, groups or organizations to

directly or indirectly facilitate exchanges by informing & persuading audiences to accept
an organization /its products. One of the 4P's of Marketing, it includes all tools available
for ‘Marketing Communication’

3.3 RETAIL PROMOTION:

Retail Promotion is a comprehensive term for the means by which the retail offer
is communicated to target customer groups, in order to inform, persuade & remind them
of the benefits of utilizing a specific retailer’s outlet or to make a purchase of products,
services and / or ideas offered for sale from the retailer.

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3.4 PUBLIC RELATIONS/PUBLICITY:

Public relationship is one of the elements of company promotion within activities

of marketing mix. Public relationship represent communication of company and
establishment of relationship with different stakeholder groups: consumers, employees,
shareholder, government and different social groups.

Contemporary market trends require companies to move from occasional

communication to continuous public relationship communication in organized and
planned manner. The main goal of public relationship is building of prestige and image
through formal communication.

The medias for public relationship communication are:

 Newspaper & magazine Articles

 Press conferences

 Sponsored events

 Press releases

 Animation of Experts for purposes of PR

Publicity is spontaneous manifestation of positive information publishing, not

initiated by company. Publicity is considered as a part of public relationship, since it
serve to the common goal. Publicity is shown through news, stories, newspaper columns,
editor's comments,

Unfortunately, there is negative publicity too. Negative news, articles or

comments can be published occasionally, as a result of different factors. Negative
publicity can result with sales decrease, image deterioration or even lead to serious
business crisis. The goal of public relationship is to alleviate negative effects of negative
publicity by planned PR activity.

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The main problem with positive and negative publicity is the fact that there is no
real control of media. The only way of influencing the media and public opinion is
choosing a right corporate social responsibility policy and PR approach that will
minimize possibility for negative publicity and maximize positive public opinion of the
company.

•Defined as using the news or press to carry positive stories about a company or products
•Involves cultivating a good relationship with members of the press, whether
independently by
company, or using a mediator like a professional PR Agency

•Opposite of advertising
•In advertising, an organization pays to have its message placed in a newspaper, TV or
radio spot
•In PR, the article featuring the company is not paid for. The reporter, whether broadcast
or print, writes about or films the company as a result of information received &
researched.

Almost all the organizations need to develop and strengthen the public relations
activities to promote their business. This component of promotion is found effective
though the organizations don't make any payment for publicity because we find it a non-
paid form of communication. This focuses on the instrumental ity of professionals in
developing rapport with media people or others who can be helpful in getting the
business. The service generating organisations need to develop this element of the
promotion mix because the professionals meant to perform as PROs or contact persons
require some of the attributes which are not found in common people. Since they bear the
responsibility of developing and strengthening public relations, it is much more impact
generating that they have ability to communicate effectively besides having a handsome
physique. The appeal of public relations is based on high credibility, off guard and
dramatization. When we talk about credibility our emphasis is on promoting new features
and stories since we find them more effective in projecting a positive a positive image.
By the off guard we propose to touch those prospects who could not be influenced by

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advertisement or other promotional efforts. In this context, the messages go to the

customers as news rather than as advertisement. In respect of dramatization, our emphasis
is on dramatizing the product of the organizations. Thus the three elements of public
relations are found instrumental in sensitising the customers provided the professionals
responsible to perform evince interests in developing rapport with the media people. We
can't deny the fact that in these Price generating organizations, the effectiveness of public
relations is of high attitude. It is in this context that we find strong emphasis on the
designing of promotion mix in the service generating organizations.

In the goods manufacturing organisations, of course we find advertisement

playing a commanding role but so far as the service generating organisations are
concerned we find instrumentality of personal selling and public relations establishing an
edge over advertisement. It is not meant that the service generating organisations are not
supposed to advertise but here we mean that they need to assign due weightage to both
the sub mixes, such as public relations and personal selling. The most important thing in
the context of public relations is the instrumentality of executives in projecting a positive
image of the senders offered.

3.5 SALES PROMOTION:

Creation and generation lack any meaning unless wj do something positive for
expansion. We create impulse buying though personal communication, gen erate a gap
with the help of advertisements but nothing is to be stable unless we do something
extraordinary to stimulate the impulse buying. To monitor efficiently the plan of
expansion, it is pertinent that we supplement and coordinate the personal selling and
advertising, get a missing link which backs up the pre selling done by advertising and
stimulate the impulse of buyers. Sales do not occur automatically. To be more specific in
the business environment where we find the intensity of competition moving upward, it is
not' possible to go and remain at the top for a long time to come, unless we prepare the
ground or set the stage for future expansion and evolve new ideas for creating favourable
selling conditions. It is sales promotion which backs up pre-selliiig and stimulates the

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impulse buying. It attracts the prospects and keeps movingthe actual customers
behind the product. Thus it succeeds in winning and keeping the customers. It is
against this background that we make an advocacy in favour of sales promotion. Sales
promotions are another way to advertise. Sales promotions are double purposed because
they are used to gather information about what type of customers you draw in and where
they are, and to jumpstart sales. Sales promotions include things like contests and games,
sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The
ultimate goal of sales promotions is to stimulate potential customers to action.

AMERICAN MARKETING ASSOCIATION SAYS:

Those marketing activities other than personal selling, advertising and publicity
that stimulate customers and dealers effectively, such as display shows, exhibitions,
demonstrations and various non-recurrent selling efforts not in the ordinary routine arc
the sales promotion measures.

R.S Davar opines, Sales promotional activities are devices aimed at reaching the
consumer at home or in his business establishment. The tools are generally in the form of
samples, contests, demonstrations and coupons. Sales promotion directed at consumers
may be done with a view to increase the product's rate fuse among existing customers or
to attract new customers to the compare product. It may also be undertaken to retaliate
against a competitor's sales motion or other activities.

In view of the above, it is right to mention that it is an important element L

promotion mix in which a number of tools are used as shown in Figure 2.4. The
incentives in the sales promotion are offered for a particular period and therefore we find
the measures of temporary nature.

The innovation in sales promotion is found essential to establish an edge over the
competitors' efforts to promote sale To be more specific for the service generating
organisations, it is found significant to motivate both the concerned parties, such as the
providers and the customers. A senior executive at the apex level or a manager at the

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macro level is supposed to see that the tools of sales promotion are instrumental in
promoting sale. The organisations have been for using the tools of sales promotion at the
different stages of the product life cycle The sales promotional measures while launching
the product are offered with the motto of creating a conducive market condition. The
organisations also use this element of the promotion mix when we find the product at the
declining stage An this context, the motive is to clear the old product which would be de-
clared obsolete in the near future. We also find use of this component of the promotion
mix when the products are found at the maturity stage. Here the tools of sales promotion
are found effective in increasing and maintaining the market share."

Use of publicizing methods other than paid advertising to promote a product,

service, etc.
Activities, usually short-term, designed to attract attention to a particular product & to
increase its sales.

Usually run alongside advertising campaigns.

Product may be offered at a reduced price or with a special offer
May be supported by additional activities – telemarketing, competitions etc.

3.6 TOOLS OF SALES PROMOTION:

We find different tools of sales promotion effective in promoting sale. Gift,

contests, discount and commission, entertainment, travel and tours, additional
allowances, fairs and shows are some of the important tools of sales promotion offered to
both, the providers as well as the users. The motives are increasing the selling activities,
touching the target, excelling the competition. increasing the market share, clearing the
old products to be declared absolute in the near future or so. This makes it clear that the
instrumentality of sales promotion is substantially influenced by the sensitivity of tools
selected for the said purpose. More innovative the tools of sales promotion, more positive
would be the results. It is not wisdom that you just copy the measures adopted by the
competitors. Your wisdom and professional excellence would make the ways for

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innovative measures. We can't deny the fact that the tools of sales promotion should be
for both the parties involved in the process such as the providers or traders who offer the
goods or services and the customers who ultimate consume or use. A hotel company
distributed a small gift pack to its customers. The customers were advised to open the
pack at their homes and after opening they found in the pack seeds of an attractive plant
with suitable instructions for plantation and transplantation. The trees started blooming
and the attractive flowers of the said tree was found point of attraction. The friends,
relatives, passers asked about the plant and the narration of facts promoted the business
of that hotel for years and years to come. This makes it clear that the tools of sales pro-
motion, if innovative, become very much instrumental in promoting sales. The
professionals serving the organisations bear the responsibility of innovating the tools so
that the process of making the buying decisions being influenced by the sales promotion
is found effective.

3.7 PERSONAL SELLING:

•Involves one-to-one communication between brand’s representative & prospective

customer
•Effective tool for building buyer preference, conviction & action
•Immediate & interactive personal interaction
•Each party can observe the others reactions
•Response is immediate and measurable

3.8 WORD-OF-MOUTH PROMOTION:

Much communication about the performance of the service generating

organisations actually take place by word-of-mouth information which is also as word-of-
mouth promotion. In the service generating organisations, we find use of different
components of the promotion and in this context, we find this element of the promotion

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mix very effective. The word-of-mouth recommendations by the hidden sales force make
the process of communication effective. This is testified by the fact that whatever we
receive from our friends, relatives or the persons having domination in the society have a
far reaching effect on our buying decisions. The process is to cost nothing but to throw a
positive effect on the impulse of the prospects/users. The local leaders, social reformists,
popular leaders are found dominating the social behaviour and therefore whatever we
receive from them influence our impulse size ably vis-à-vis govern the buying decisions
considerably. It is against this background that we find it significant to talk about this
component of the promotion mix. We can't negate the fact that the high magnitude of
effectiveness of this tool is due to the high level of trust. The growing sensitivity of the
words and experiences of hidden sales force simplify the task of promoting the business.
The advertisements, sales promotion measures, the personal selling may of course be
effective byt the word-of-mouth recommendations are found acceptable in all the
conditions by almost all the prospects. If we keep on moving the process of satisfying the
users, our task of increasing the numbers of hidden sales force is simplified considerably.
.

The executives and the front-line-staff serving the organisations need to assign an
overriding priority to this element of the promotion mix. We call the process two-step
flow of communication in which messages are directed to the opinion leaders in society
rather than to the masses. About the opinion leaders, it is right to mention that persons
having domination on the social behaviour are known as opinion leaders. The
representatives of mass media, social workers. leaders of an organization or even others
having a say in the society can act as opinion leaders. We can't negate that even the
satisfied group of users also act as opinion leaders. This makes it pertinent that the
service generating organisations assign a transcendental priority to the quality of services
offered. The task of word-of-mouth promoters or the hidden sales force is found much
more difficult when the quality of service product is found poor.

An important question regarding the word-of-mouth promotion is related to its

intensity of sensitivity and acceptability. Why do we find this element of the promotion
mix so much effective? Of course, a plain answer to this question is the positive and right

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opinions. If the word-of-mouth promoters start advocating the wrongs the acceptability
would be minimized considerably. If our friends communicate to us the specialties of
their positive feelings about the services of a particular organisation; we trust on them
blindly albeit without a detailed narration. If our relatives convey to us their feelings
about the outstanding services offered by a bank or hotel in which they stayed, we try to
use the services as and when we get an opportunity. It is in this context that this element
of the promotion mix is found significant to the service generating organisations. We find
a strong emphasis on the qualit\' of services offered failing which the promotion
processes would hardly be effective.

Telemarketing is found instrumental in promoting the business and even the

service generating organisations have been found using this element of the promotion
mix. The telemarketing helps in activating the process of advertisement in addition to its
instrumentality in increasing the sale. The service gene -rating organisations in general
and the banking, insurance, transport, hotel, tourism organisations in particular have been
found using telemarketing with the two-fold objectives of selling and advertising. The
instrumentality of telephones and televisions are found effective in the process of
promoting the business. The transmission of information regarding services or schemes
help the customers/ prospects in developing their awareness, specially regarding the new
product. They if informed and sensed in a right fashion and persuaded in a right way go
to the telephone numbers, make necessary queries or enquiries, if they need so or : even
send their representatives to collect detailed information-and/or,, call the . numbers and
let them know their decisions. This makes it clear that we find advertising even in the
process of selling since the users/prospects before the television screen come to know
about the new developments or arrivals. It is right to mention that advertisements
persuade the users and the telemarketing also instrumentalities the same process, of
course in a bit different way. The instrumentality of telemarketing in persuading the users
is substantially influenced by the quality of personnel supposed to discharge the
responsibility. The creativity is found to be an important aspect and this makes it
essential that advertising professionals are well aware of the expectations and attitudes of
users/ prospects. It is against this background that we find increased temptation for this

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element of the promotion mix not only in the developed countries but even in the less
developed countries like ours.

In the present world when we find it much more difficult to manage the people,
the telemarketing occupies and would continue to occupy a place of outstanding
significance. The telemarketing, no doubt, minimizes the dependence of service
generating organisations on the sales people since just a counter or a centre listed in the
call numbers serves multi-dimensional purposes. The interested person(s), organisation(s)
come to the centre and get further information or they can do everything even on their
phones or then can also send their representatives. Since we have a perception of
everything automated, it is possible with the frequent use of developed or sophisticated
communication technologies, we find telemarketing gaining popularity and the process
would continue even in future. In the Indian perspective, we find only the beginning but
in the coming days, it is to gain momentum. A number of foreign banks hotels and tour
operators have been seen promoting telemarketing . We have a big network of the
telecom and telecast services and therefore, the future looks prosperous.

The aforesaid facts make it clear that an important sub mix of the promotion mix,
i.e. telemarketing is a processes of promoting the business. Both the goods manufacturing
as well as the service generating organisations can rationalize their selling expenses
fantastically if they assign due weightage to telemarketing. Not only the selling processes
but albeit advertisement processes find telemarketing instrumental in their desired goals
of offering more but tax-ingless.

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CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

4.1 INTRODUCTION:
The data after collection has to be processed and analyzed in accordance with the
outline let down at the time of development the research plan. This is essential for a
scientific study and for ensuring that the researcher has all relevant data making
contemned comparison and analysis.

4.2 DATA ANALYSIS:

For the purpose of analysis of data, research has used various statistical as well as
analytical tools like tabulation, percentage and ranking method.

After collection of data, the next and more important step is analysis of data.
Analysis of data in s general way which are performed of closely related operation which
are performed with the purpose by summarizing the collected data and organizing these
in such manner that it answers that research question.

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DATA ANALYSIS OF CUSTOMERS INFORMATION:

Table No. 4.2.1: Customer purchasing Warana Product:

Following table shows that number of customer purchasing the Warana milk products.

Sr. No. Attributes No. of respondents Percentage

1 Yes 50 100%
2 No - -
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that 50 samples out of 50 i.e. 100% samples are
purchasing warana milk.

Thus it is observed that all the customers are purchasing Warana milk products.

Graph No. 4.2.1: Customer purchasing Warana Product:

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Table No. 4.2.2: Preference of customers to Warna milk Products:

Following table shows the customer purchasing pattern of milk products.

Sr. No. Attributes No. of respondents Percentage

1 Milk 14 28%
2 Milk Powder 06 12%
3 Shrikhand 07 14%
4 Basundi 02 4%
5 Lassi 07 14%
6 Paneer 02 4%
7 Cheese 02 4%
8 Table Butter 03 6%
9 Curd / Dahi 01 2%
10 Warana Fresh Fruit drink milk 02 4%
11 Flavored Milk 02 4%
12 Amrakhand 02 4%
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that the 14 customers i.e. 28% customers are
prefer milk, 7 customers i.e. 14% customers are prefer Shrikhand & Lassi, only 1
customer i.e. 2% customer are prefer Curd / Dahi.

Thus it is observed that majority of the customers are purchasing Warana milk.

Graph No. 4.2.2: Preference of customers to Warna milk Products:

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Table No. 4.2.3: Criteria for Selection of Brand:

Following table shows the reason of selecting brand.

Sr. No. Attributes No. of respondents Percentage

1 Good Quality 50 100%
2 Low cost - -
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that all 50 customers i.e. 100% customers are
prefers this brands because of good quality.

Thus it is observed that all the customers are prefers this brands because of good
quality.

Graph No. 4.2.3: Criteria for Selection of Brand:

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Table No. 4.2.4: Sources of Information:

Following table shows that the sources of information about particular milk brand.

Sr. No. Attributes No. of respondents Percentage

1 TV 24 48%
2 Radio 09 18%
3 News paper 03 04%
4 Posters 02 06%
5 Publicity 12 24%
Total 50 100%
(Source: Primary data)

Interpretation: Above table shows that the 24 customers i.e.48% customers are come to
know about this brand from the TV, 24% from publicity, 18% from the Radio, 6% from
Posters and lastly the 4% are from the news paper.

Thus it is observed that majority of the customers are aware about this brand from
the source of T.V.

Graph No. 4.2.4: Sources of Information:

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Table No. 4.2.5: Satisfaction about Quality:

Following table shows that customers satisfaction about the quality.

Sr. No. Attributes No. of respondents Percentage

1 Yes 48 96
2 No 02 04
Total 50 100%
(Source: Primary data)

Interpretation: Above table shows that 48 customers i.e. 96% customers are satisfied
and only 2 customers i.e. 4% are not satisfied.

Thus it is observed that majority of the customers are satisfied with the quality of
the Warana milk products.

Graph No. 4.2.5: Satisfaction about Quality:

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Table No. 4.2.6: Opinion about Promotions Schemes:

Following table shows that opinion of customers about promotion schemes are effective or not.

Sr. No. Attributes No. of respondents Percentage

1 Yes 41 82
2 No 09 18
Total 50 100%
(Source: Primary data)

Interpretation: Above table shows that 41 customers i.e.82% customers opinion about
promotion schemes are effective and 9 customers i.e.18% customers opinion about
promotion schemes are not effectives.

Thus it is observed that majority of the customers opinion about promotion

schemes are effective.

Graph No. 4.2.6: Opinion about Promotions Schemes:

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Table No. 4.2.7: Effective Media:

Following table shows the effective media.

Sr. No. Attributes No. of respondents Percentage

1 TV 31 62%
2 Radio 04 08%
3 News paper 02 04%
4 Posters 03 06%
5 Publicity 10 20%
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that 31 customers i.e. 62% customers responding
that T.V. promotion schemes is most effective and 4 customers i.e. 8% customers
responding that radio promotion schemes is effective and only 2 customers i.e. 4%
customers responding that news paper promotion schemes is effective.

Thus it is observed that majority of the customers opinion about T.V. promotion
schemes are most effective.

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Graph No. 4.2.7: Effective Media:

Table No. 4.2.8: Customers liking regarding Promotion Schemes:

Following table shows the customers like about promotions schemes.

Sr. No. Attributes No. of respondents Percentage

1 Yes 41 82%
2 No 9 18%
Total 50 100%
(Source: Primary data)

Interpretation: The above is shows that 41 customers i.e. 82% customers like
promotions schemes of the company and only 9 customers i.e.18% customers doesn’t like
promotions schemes.

Thus it is observed that majority of the customers like promotion schemes.

Graph No. 4.2.8: Customers liking regarding Promotion Schemes:

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Table No. 4.2.9: Opinion about Advertising Creative and Sensitive:

Following table shows that opinion of customers about advertising are the creative and sensitive
than the other organization.

Sr. No. Attributes No. of respondents Percentage

1 Yes 38 76%
2 No 12 24%
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that 38 customers i.e.76% customers are
responding the advertising are creative and sensitive than the other organization and 12
customers i.e.24% customers are responding that the adverting are not creative and
sensitive than the other organization

Thus it is observed that majority of the customers are responding the advertising
are creative and sensitive than the other organization.

Graph No. 4.2.9: Opinion about Advertising Creative and Sensitive:

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Table No. 4.2.10: Effective Promotion:

Following table shows which component of promotion are strong.

Sr. No. Attributes No. of respondents Percentage

1 Advertising 35 70%
2 Personal Selling 00 00%
3 Publicity 15 30%
4 Word o mouth promotion 00 00%
5 Sales Promotion 00 00%
6 Telemarketing 00 00%
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that 35 customers i.e. 70% customers are prefer
the TV are effective and 15 customers i.e.30% customers prefer publicity is effective.

Thus it is observed that majority of the customers are prefer the T.V. is effective.

Graph No. 4.2.10: Effective Promotion:

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Table No. 4.2.11: Opinion about Public Relation:

Following table shows that customers opinion about companies public relation.

Sr. No. Attributes No. of respondents Percentage

1 Strong 34 68%
2 Average 14 28%
3 Weak 02 04%
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that 34 customers i.e.68% customers are
responding the strong public relation, 14 customers i.e. 28% customers are responding
average and 4% customers are responding weak.

Thus it is observed that majority customers are responding the strong public
relation.

Graph No. 4.2.11: Opinion about Public Relation:

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Table No. 4.2.12: Information through Telemarketing:

Following table shows that customers awareness regarding telemarketing.

Sr. No. Attributes No. of respondents Percentage

1 Yes - -
2 No 50 100
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that all 50 customers i.e.100% customer does not
get information through telemarketing.

Thus it is observed that all customers does not get information through
telemarketing.

Graph No. 4.2.12: Information through Telemarketing:

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Table No. 4.2.13: Advertisement Gives Enough Information:

Following table shows that customers opinion about the advertising, whether it gives enough
information or not.

Sr. No. Attributes No. of respondents Percentage

1 Yes 37 74%
2 No 13 26%
Total 50 100%
(Source: Primary data)

Interpretation: The above table shows that 37 customers i.e. 74% customers agree that
advertisement gives enough information and 13 customers i.e.26% customers are not
agreed.

Thus it is observed that majority of customers agree that advertisement gives

enough information.

Graph No. 4.2.13: Advertisement Gives Enough Information:

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DATA ANALYSIS OF RETAILERS AND WHOLESELLERS

INFORMATION:

Table No. 4.2.14: Sale of Warana Milk Products:

Following table shows that sale Warana milk & products by wholeseller and retailer.

Sr. No. Attributes No. of respondents Percentage

1 Yes 15 100
2 No 0 0
Total 15 100%
(Source: Primary data)

Interpretation: The above table shows that 15 Retailers i.e. 100% retailers and
wholesalers are selling warana milk products.

Graph No. 4.2.14: Sale of Warana Milk Products:

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Table No. 4.2.15: Advertisement Budget:

Following table shows the opinion of retailer and wholesalers about advertising budget.

Sr. No. Attributes No. of respondents Percentage

1 High Expensive - -
2 Limited 14 93%
3 Low Expensive 01 07%
Total 15 100%
(Source: Primary data)

Interpretation: The above table shows that 14 retailers i.e. 93% of the retailer and
wholesaler has opinion that there is limited advertising budget and 7% retailer and
wholesaler has opinion that there is low expensive budget.

Thus it is observed that majority of retailers agree that advertisement budget is

limited.

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Graph No. 4.2.15: Advertisement Budget:

Table No. 4.2.16: Usage of Promotion scheme by Company:

Following table shows opinion of retailer and wholesalers about various Medias used by
company.

Sr. No. Attributes No. of respondents Percentage

1 TV 11 73.33%
2 Radio 01 6.66%
3 News paper 01 6.66%
4 Posters 02 13.33%
5 Publicity 00 -
Total 15 100%
(Source: Primary data)

Interpretation: The above table shows that 11 customers i.e. 73.33% retailers and whole
sellers responding that the T.V. advertising is mostly used by the company, 2 retailers
i.e. 13.33% responding that the poster is used by the company.

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Graph No. 4.2.16: Usage of Promotion scheme by Company:

Table No. 4.2.17: Various brands using Advertising tools other than
warana:
Following table shows that which milk company is advertising more in market.

Sr. No. Attributes No. of respondents Percentage

1 Krishna - -
2 Gokul 07 44.66%
3 Amul 08 53.33%
4 Yadgud - -
5 Mahanand - -
6 Sphurti - -
7 Other - -
Total 15 100%
(Source: Primary data)

Interpretation: The above table shows that 8 retailers i.e. 53.33% opinion that amul uses
advertising, and 7 retailers i.e. 44.66% opinion that Gokul uses advertising more than
other brands.

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Graph No. 4.2.17: Various brands using Advertising tools other than
warana:

Table No. 4.2.18: Suitable Media for giving information to Customers:

Following table shows suitable media for the giving information to the customers.

Sr. No. Attributes No. of respondents Percentage

1 TV 15 100
2 Radio - -
3 News paper - -
4 Posters - -
5 Publicity - -
Total 15 100%
(Source: Primary data)

Interpretation: The above table shows that 15 retailers i.e.100% retailer and wholesaler
are giving preference to TV for suitable media for giving information to customer.

Graph No. 4.2.18: Suitable Media for giving information to Customers:

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Table No. 4.2.19: Opinion of retailers and wholesalers about

advertising:
Following table shows opinion of retailer about advertising whether it is enough or not to
attracting the customer.

Sr. No. Attributes No. of respondents Percentage

1 Yes 11 73.33%
2 No 4 26.66%
Total 15 100%
(Source: Primary data)

Interpretation: The above table shows that 11 retailers i.e. 73.33% retailer and whole
seller are responding that it is enough advertising to attracting customer but 4 retailers i.e.
26.66% retailer and whole seller are responding that it is not enough advertising to
attracting customer.

Thus it is observed that majority of retailers agree that advertisement is enough to

attracting customer.

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Graph No. 4.2.19: Opinion of retailers and wholesellers about

advertising:

CHAPTER V

FINDINGS AND SUGGESTIONS

5.1 INTRODUCTION:

Researcher has arranged the data by using various methods and made
interpretation. From the analysis and interpretation of the data researcher has derived
some finding. On basis of findings researcher had made suggestions for improving the
performance of the organization for capturing the market in the Kolhapur city and also
increase the sales.

5.2 FINDINGS:
The researcher had made findings from the study:

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1. All customers are purchasing Warana milk and milk products.

2. Majority of customers are purchasing warana milk.
3. All the customers are purchasing Warana milk products because of good quality.
4. Majority of customers getting information through the TV.
5. Most of the customers are satisfied about the quality of products.
6. Majority of the customers opinion that promotions schemes of Warana companies
are effective.
7. Majority of customers are proffered to TV is effective.
8. Majority of customers opinion that advertisements are creating and sensitive than
the other.
9. Most of the customers are likes the promotions schemes of this brand.
10. Majority of customers are says that advertising is strong and effective of this
brand.
11. Most of the customers opinion that public relation is strong.
12. On the customers are no get any information through telemarketing.
13. Majority of customers are opinion that advertisement are gives enough
information.
14. All the revelers and wholesalers are sale Warana milk & products.
15. Most of the retailers and wholesalers opinion that advertising budget is limited.
16. Majority of retailers and wholesalers are opinion that the Warana company prefer
to TV is more for advertisement.
17. Majority of retailers and wholesalers are says Amul brand is advertising more.
18. Majority of retailers and wholesalers are opinion that advertising is enough to
attract the customer.

5.3 SUGGESTIONS:

1. Company should gives the schemes on products to customers.

2. Company should more focus on the radio, News paper and publicity medias.
3. Company should increase promotional activities.
4. The TV is effective media to advertising, so company should also focus on the

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TV media.

5.4 CONCLUSION:

After performing the study of promotion mix and its effectiveness it can be
concluded that TV is more effective Media for the advertisement. Warana milk is more
selling in the market.

SCHEDULE FOR CUSTOMER

1) Name:
2) Address:
3) Contact No.:
4) E- mail:
5) Gender: Male/ Female
6) Age: Below 18 Years 19 to 25 Years 26 to 35 Years
36 to 45 Years 46 to 55 Years Above 55 Years
7) Income Group:
a) Below 1,00000 b) 1,00000-2,00000

c) 2,00000-3,00000 d) 3,00000-4,00000

e) 4,00000-5,00000 f) 5,00000 and Above

8) Occupation

9) Number of Dependence

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10) Do you purchase the Warana Milk Products ?

a) Yes b) No

11) Which Warana Product you are purchase?

a) Milk b) Milk Powder c) Shrikhand

d) Basundi e) Lassi f) Paneer

g) Cheese h) Table Butter i) Curd/ Dahi

j) Warana Fresh fruit drink milk k) Flavored Milk l) Amrakhand

12) Why you are selecting this brand?

a) Good Quality b) Low cost

13) How do you come to know about this brand?

a) TV b) Radio c) News Paper

d) Posters e) Publicity

14) Are you satisfied with the quality of this product?

a) Yes b) No

15) Do you face any problem during the usage of this product?

a) Yes b) No

16) What is your opinion about the promotion schemes; it is effective ?

a) Yes b) No

17) Which media is more effective?

a) TV b) Radio c) News Paper

d) Posters e) Publicity

18) Do you like the promotion schemes of this company?

a) Yes b) No

19) Please mention the frequency of consumption of the product?

a) Daily b) Weekly c) Monthly

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d) Occasionally

20) What is your opinion about the advertisement, it is creative & sensitive than the other.

a) Yes b) No

21) Do you get any scheme on this product ?

a) Yes b) No

22) If yes, please mention.

23) What do you say about advertisement, which advertisement use more for these brand?

a) Informative advertising b) Persuative advertising

c) Reminder advertising d) Reinforcement advertising

24) Which component of promotion are strong or more effective of this brand?

a) Advertising b) Personal selling

c) Publicity d) Word of mouth promotion

e) Sales Promotion f) Telemarketing

25) What is your opinion about the public relation?

a) Strong b) Average c) Weak

26) Do you get any information through telemarketing?

a) Yes b) No

27) What is your opinion about the advertisement, does it gives enough information?

a) Yes b) No

28) Suggestions to company if any?

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SCHEDULE FOR RETAILER / WHOLESALER

1. Name of retailer/ wholesaler.
2. Address -
3. Contact No.-
4. Name of Shop -
5. Year of Establishment -

6. Do you sell Warana milk products?

a) Yes b) No
7. Do you sell other companies product ?
a) Yes b) No
8. If yes please mention-

9. Which brands product sale more in market?

10. What is your opinion about warana advertisement; it is effective to attract the
customer?
a) Yes b) No
11. What do you say about the advertising budget?
a) High expensive b)limited c) Low expensive

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12. Which warana milk products you are selling?

a) Milk b) Milk Powder c) Shrikhand
d) Basundi e) Lassi f) Paneer g) Cheese
h) Table Butter i) Curd/ Dahi j) Warana Fresh fruit
drink milk
k) Flavored Milk l) Amrakhand m) all

13. How long you are selling the Warana Milk products?

a) Up to 1 year b) Up to 2 year c) Up to 3 Year

d) More than 3 years

14. Which warana milk products sale more in market?

a) Milk b) Milk Powder c) Shrikhand d) Basundi

e) Lassi f) Paneer g) Cheese h) Table Butter
i) Curd/ Dahi j) Warana Fresh fruit drink milk k) Flavored Milk
l) Amrakhand

15. What is your opinion ; which media is prefer more this company for advertisement?

a) TV b) Radio c) News Paper

d) Posters e) Other

16. Which milk company is advertising more in market?

a) Warana b) Krishna c) Gokul d) Amul

e) Yadgul f) Mahanda g) Sphurti h) Other

17. What is your opinion ; which media is suitable for giving information to customers?

a) TV b) Radio c) News Paper

d) Posters e) Other

18. What do you say about the warana products price compared to other brands?

a) Costly b) Limited c) Cheap

19. What do you say about the advertising ; it is enough to attract the customer?

a) Yes b) No

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20. Does the company help you to increase the sales?

a) Yes b) No

21. If yes, then how? Please mention.

22. Whether Warana Company supply the products as per the demand?

a) Yes b) No

23. How many customer purchase the Warana Products of total population / household?

a) 0-25% b) 25%-50% c) 50%-75% d)more than 75%

24. Does you give any suggestions to company about advertising?

a) Yes b) No

25. If yes, Please mention?

26. Does you give any suggestion to company about product or quality of product?

a) Yes b) No

27. If yes Please mention?

28. Suggestions to company, if any-

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BIBLIOGRAPHY
A. BOOKS:
1. Marketing Management, Philip Kottler, Kevin Lane Keller, Abraham Kosty,
Mithileshwar Jha, Third Edition, Publication by Dorling Kindersley (India) Pvt. Ltd.
Licenses of person Education in South Asia, Published Year – 2009,2006,1997,1994.

2. Marketing Management, V.S. Rumaswamy, S. Numakumari Third Edition 2002,

Publication by Rajiv Beri for macmilan India Ltd.

3. Everett, M. (1993). A Higher Calling. Sales & Marketing Management, 145(1),

30-31.

4. Farber, B. and Wycoff, J. (1992). Relationships: Six Steps to Success. Sales &
Marketing Management, 144(4), 50-58.

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B. WEBSITE:

1. [Link]

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