TO DETERMINE THE MARKETSHARE OF THE SUMUL DAIRY (MBA) YEAR 2011 2013

CONTENT
Introduction Primary

Study Research Methodology Findings and Analysis Conclusion and Suggestions Bibliography

INTRODUCTION ( COMPANY PROFILE )

In the year 1939 Sardar Vallabhbhai Patel went and meets the farmers of Anand . At the same time a person named Tribhuvandas Patel came forward to take the leadership. Only one dairy POLSUN DAIRY Britishs and they use to give very less price for milk to the India Milkmen. In order to support the Indian farmers AMUL DAIRY was established in the year 1946. Dr. Kurien along with Tribhuvandas Patel took the leadership.

COMPANY PROFILE..
SUMUL or Surat District Co-operative Milk Producers' Union Ltd. During the year 1948 late Shri Jagjivandas Patel (Das kaka) brought farmers of Olpad Taluka under the ambit of co-operative society. Society which was registered on 1st April 1949 as Takarama Group Co-operative Milk and Vegetable marketing Ltd. SUMUL is trade name and literally meaning sound price, came into existence on August 22, 1951.

PRIMARY STUDY

Literature Review

Indian Dairy Industry A dairy is a facility for the extraction and processing of animal milk-mostly from goats or cows, but also from buffalo, sheep, horses or camels-for human consumption. The dairy industry is a part of the livestock sector of the country. The livestock sector contributes over 4 % to the total GDP .

Operation Flood

Started by the Indias National Dairy Development Board (NDDB). Is also called the White Revolution of India. Implemented at Amul, Gujarat.

OBJECTIVES

primary objective

To determine Market Share of SUMUL in Milk Products in Surat City

Secondary objectives
To determine zone wise literacy rate , know the CWE, size of the family, monthly household income. The demographics of who is buying the product at the present compared to the demographics of people buying competitors products.

RESEARCH METHODOLOGY

Research Design
Exploratory at Initial Stage & Descriptive at Later

Research Instrument - Questionnaire

Data collection method -Primary Data

Sampling Method - Random Sampling Sample Size 216

LIMITATIONS
Have to rely upon the responded. The authenticity of the suggestions and recommendations depend upon the rationality of the data collected by us. Personal bias of the interviewer . Certain questions which are not seriously responded by the respondent. Latest census data is not available.

FINDING
The total consumption of milk of 290 people in Surat City is approx 122.43 litres per day. Out which 78.06 litres is being consumed of SUMUL manufactured milk and the rest 44.37 litres is being consumed of other manufacturers milk. Thus, it can be concluded that SUMUL captures almost 64% of the share of milk and milk products market. The actual market of the sumul 78%, but due to limitation it shows 64 % which is not far from the actual.

CONCLUSION
SUMUL

is considered as the best brand in the market with regards to milk and milk products. With the help of deep network of distribution and wide infrastructure company maintains constant touch with the distributors and customers. The company is having high efficiency and smooth going personnel department and along with this company has good financial position.

SUGGESTIONS
Company should increase the awareness among the people about different products through advertising. It is necessary to arrange some seminars on awareness of hygiene food products & discuss that what the benefits are gained by the consumers of hygienic food products. SUMUL should have to concentrate on prices of milk and milk products for more sales. The company should also take care about the things needed to consumers in different types of products.

BIBLIOGRAPHY

Journal and Record :

Donald R Cooper and Pamela S Schindler - Business Research Methods, Tata McGraw Hill Publishing Company Ltd. Ken Black - Business Statistics for Contemporary Decision Making, Wiley - Fourth edition

Websites :
http://business.mapsofindia.com/milk-co-operatives/ http://www.quickmba.com/marketing/market-share/ http://www.nddb.org/ http://www.sumul.com/ http://www.fao.org/ http://www.amul.com/ http://www.suratmunicipal.gov.in/content/city/stmt3.shtml

Online Survey Link

http://questionpro.com/t/AIwbwZNzTi