A brief study of 4 P's in market with special reference to sudha milk and milk products.

1. TRAINING PROJECT VIVA
ON TITLE
A BRIEF STUDY OF 4 P’s IN MARKET WITH SPECIAL
REFERENCE TO SUDHA MILK AND MILK PRODUCTS
PRESENTED BY
NERMIN KHAN
COURSE : BBA (VI)
ROLL NO: 12365
SESSION : 2012-2015
LALIT NARAYAN MISHRA INSTITUTE OF
ECONOMIC DEVELOPMENT AND
SOCIAL CHANGE

2. ORGANISATION INTRODUCTION
ORGANISATION: PATNA DAIRY PROJECT
Type : Coorperative
Industry : Dairy
Slogan : The Pride of Bihar
Year of establishment : 1983
Headquarter : Bihar, Patna
Business Type : Exporter, Manufacturer, Supplier.
Production Type : Automatic
Website : www.sudha.ac.in

3. OBJECTIVE OF THE STUDY
 To gain firsthand experience from industry.
 To understand the work culture.
 To know the customer opinion about the product.
 This project also help me to know the complete
distribution channel.
 To know the area in which SUDHA has to improve their
service.
 To analyses the popularity and awareness level amongst
the customers and retailers.

4. INTRODUCTION OF 4’Ps
Marketing-mix is aggregate of policies formulated to
complete successfully different marketing activities.
Marketing Mix
Product
Products are the goods and
the services that organization
provides for sale to their
target market.
Price
Price concerns the amount of
money that customers must
pay in order to purchase
product.
Place
Place is in regards to
distribution, location and
methods of getting the
product to the customer.
Promotion
Promotion refers to the act of
communication the benefits
and value of product to
customers.

5. PRODUCT
The main product of sudha is pasteurize milk.
 Sudha milk
 Sudha dahi (plain & misti
 Sudha lassi
 Sudha peda
 Sudha kalakand
 Sudha rasogulla
 Sudha gulabjamun
 Sudha khoa
 Sudha paneer
 Sudha ghee
 Sudha rabri
 Sudha ice-cream

6. PRICE
Price is the money that customers must pay for a product or
services. In other word, price is an offer to sell for a certain
amount of currency.
Price of sudha’s different product is varies
depend upon type of product. Important factor that help in
set the price of product are as follows:
I. Product characteristics.
II. Production cost.
III. Competitive situation.
IV. Demand for the product.
V. Customer’s behavior.

7. PLACE
There are six district level Milk Producers’ Coorperative Unions affiliated
to the Federation. These milk unions are covering twenty-six district and
in addition five districts are being covering by federation.
Different milk unions, which are organizing the DCS network in these
districts are as follows:
 Vaishal Patliputra Milk Union, Patna covering Patna, Vaishali, Nalanda, Saran and
Sheikhpura districts.
 Barouni Milk Union, Barouni covering Begusarai, Khagaria, Lakhisarai and part of
Patna Districts.
 Tirhut Milk Union, Muzaffarpur covering Muzaffarpur, Sitamarhi, Sheohar, East
Champaran, West Champran, Siwan and Gopalganj.
 Mithila Milk Union, Samastipur covering Samastipur, Darbhanga &
Madhubani,Basopatti districts .
 Shahabad Milk Union, Ara covering Bhojpur, Buxar, Kaimur & Rohtas districts.
 Vikramshila Milk Union, Bhagulpur: Covering Bhagulpur, munger, Banka and Jamui
Districts.

8. PROMOTION
SUDHA’s Promotion strategy is to solidify the brand’s status as a global
icon, requiring the creation of focused and culturally-relevant message
to its consumers.
In order to boost the sale of sudha’s product, the dairies adopted the
following strategy.
Continual improvement in quality of product. It was achieved as a
result of taking up dairy plant management and quality assurance
program by all the dairies with technical and financial assistance.
Reaching close to customer by expanding retailer network and
established new whole day milk booths. Strengthening the door to
door delivery system.
Creating consumer awareness and education.
Strethning the marketing terms by inducting professionals and better
supervision.

9. RESEARCH METHODOLOGY
 Personal interview by questionnaire technique:
In this method I direct interaction with customer and
retailer and I could collect the reliable information from
them it has also cost disadvantage that’s why some were
difficult to covered.
METHOD OF ANALYSIS
In order to analysis the data obtained from questionnaire
various statistical tools I used like the percentage, pie
charts were used.

10. SAMPLING TECHNIQUE
 Sampling unit : sampling unit consist of consumers, it
mainly comprises of consumers in Patna.
 Sampling method : convenience sampling method.
Convenience sampling is a type of non-probability sampling
in which people are sampled simply because they are
convenience sources of data for researcher.
 Sample size : It consist of 100 customers.

11. ANALYSIS
Brand of milk use by customer
Brand Respondent Percentage
Sudha 77 77
Amul 3 3
Raj 11 11
Others 9 9
Total 100 100
Often purchase of Sudha Dairy product
Frequency
of purchase
Respondent Percentage
Daily 74 74
Weekly 22 22
Once a
month
4 4
Don’t use 2 2
Total 100 100
Sudha
Amul
Raj
Others
Daily
Weekly
Once a
month
Don't use

12. Pricing of sudha product Sources of purchasing sudha product
by customer
price Respondent Percentage
Fair Price 80 80
Over price 20 20
Total 100 100
Sources Respondent Percentage
Parlor 56 56
Retailer 30 30
Vender 14 14
Total 100 100
Fair Price
Over Price
Parlor
Retailer
Vender

13. Supply of sudha product during
festival season
Sudha has recently launch sudha
honey. Is customer know about this.
Supply Respondent Percentage
Sufficient 3 3
Insufficient 97 97
Total 100 100
Response Respondent Percentage
Yes 30 30
No 70 70
Total 100 100
Sufficient
Insufficient
Yes
No

14. CONCLUSION
Among competitor the sale of sudha’s is very high and most
of the customer prefers sudha’s product than other.
Customers feel good on the price offered by the
organisation.
During my survey, I found that the distribution channel of
sudha is not very good in small street of patna and supply of
sudha product is insufficient during festival season.
Patna dairy should advertise about the product to make
them aware to the customer.

15. SUGGESTION
Patna dairy should improve the quality of the sudha milk and
milk product.
Patna dairy should increase the margin on the sudha milk to
at least Rs 1 ,which will increase the motivation level of
retailer.
Improve the supply of sudha product during festival season.
Patna dairy should advertise about the product to make
them aware to the customer by providing display
board, banner to their outlets and using other means of
advertising.

16. THANK YOU