A PROJECT REPORT ON MARKET MAPPING OF GAGAN FRESH CREAM WITH SPECIAL FOCUS IN SOUTH DELHI MARKET

By- ASIT KUMAR NAYAK Pg-11-10

ABOUT THE COMPANY

O It was incorporated in the year 1940 as

Amrit banaspati company ltd. O It was having famous Gagan ghee with a tagline of khao gagan raho magan and was leader in the banaspati ghee market. O Its one of the leading producer of UHT milk , flavoured milk and milk related products.

INSTITUTIONAL BUYERS
O McDonalds UHT MILK and milk

products O Mother Dairy flavoured milk O Haldirams ice cream mix

ABOUT GAGAN FRESH CREAM

O Available in 250 ml pack by focusing on
O O O O

upper class consumer. It has a self life of 120 days. It comes with a air tight container. Fat 25 g Protein -2.5 g

OBJECTIVES
O To analyze the market position of gagan

fresh cream in the fresh cream segment. O To identify customer buying preference towards fresh cream.

RESEARCH METHODOLOGY
O RESEARCH DEGIGN :
O Descriptive research method was used.

DATA COLLECTION METHODOLOGY: O Primary data collected through primary source such as doing questionnaire and personal interview. O Secondary data collected from companys website .

O DATA COLLECTION INSTRUMENTS

O Personal Interviews. O Questionnaires

SAMPLING DESIGN: O SAMPLE SIZE: O The sample size was 200 which included all age group and occupation O SAMPLING TECHNIQUE: O I used simple random sampling by moving to various markets that were in south Delhi region.

O DATA ANALYSIS TECHNIQUE:

O Microsoft Excel O LIMITATIONS OF THE STUDY O Every research has its own limitation. It is not

possible that a research is accomplished without having bounding and limitation. There are always some short coming which come into the away of accomplished of a particular research study. It is almost impossible for research I get away from it.

DATA ANALYSIS AND INTERPRETATION

Which fresh cream brand do you use?

10% Which fresh cream brand do you use? 20% 46% Nestle Gopal ji Any other Amul

24%

What is your preference while selecting fresh cream?

8% 5% 22% What is your preference while selecting fresh cream? Brand Name Quality 28% Price Shelf Life Packaging/Handling 37%

Where do you rate GAGAN fresh cream by Brand Name?

10%

Where do you rate GAGAN fresh cream by Brand Name? 20% 45% Excellent Good Average Poor

25%

Where do you rate GAGAN fresh cream by Quality?

11%

14%

Where do you rate GAGAN fresh cream by Quality? Excellent Good

59% 16%

Average Poor

Where do you rate GAGAN fresh cream by Price?

5% 20%

Where do you rate GAGAN fresh cream by Price? Excellent Good Average Poor

45%

30%

Where do you rate GAGAN fresh cream by Self Life?

14% 29%

Where do you rate GAGAN fresh cream by Self Life? Excellent 16% Good Average Poor

41%

FINDINGS
O Awareness of fresh cream is very low

among the customers. O Distributors were not interested to sale the product because of low margin. O . There was no sign of advertisement about the product.

O The price of Gagan Fresh Cream is higher

than other Fresh Cream brands. O Customer prefers 200 ml tetra pack like Amul. O Customer are not satisfied with quality of Gagan Fresh Cream, most of the people said it is very thick and milk is better than it. O Distribution channel is not properly planed

RECOMMENDATION
O Company should start advertisement for their

product to aware the customer about the product. O During the survey I got order of Gagan Fresh Cream but retailer was asking for 200 ml tetra pack. O Company should launch single 200 ml tetra pack. O Company should give product stand (like Britannia) to the retailer to keep the Gagan product in the shop.

O Company should provide fridge to the

retailer to store the Gagan Fresh Cream in the shop to avoid damage and attract the retailer to sale the product. O Company should choose Brand Ambassador to promote its product. O Packaging of Gagan fresh Cream should be done in tetra pack to attract the customer. O Company should provide free sample to the retailer.

CONCLUSION
O The research that I did shows various

factors that have impact on consumer buying behavior and in this particular project Quality is playing vital role in the purchase decisions. Consumer buying behavior awareness data is very much crucial for any organization to set marketing strategy for the product. The customer is now more quality centric with a expectation of reasonable price. They want quality product at low price with easy availability.

BIBLIOGRAPHY
O www.amritfood.com
O www.articles.com O www.branddemand.com O www.economictimes.com