Mother Dairy

Topics: Milk, Dairy, Dairy farming Pages: 36 (7991 words) Published: February 19, 2011
Summer Training Report on Identifying factors behind low sale of milk A study of Mother Dairy

As partial fulfilment of requirements for the award of the Post Graduate Diploma in Business Management (FMG-XVII) 2008-10

Submitted to: Prof. Sanghamitra Buddhapriya

Submitted By: Sumeet Sharma FMG XVII Roll No.081117



This is to certify that Mr. Sumeet Sharma, Roll No. 081117 has completed his summer internship at Milk Division at Mother Dairy Fruits and Vegetables Pvt. Ltd., Noida and has submitted this project report entitled Identifying factors behind low sale of milk;A study of Mother Dairy towards partial fulfilment of the requirements for the award of the Post Graduate in Management (FMG-XVII) 2008-2010.

This Report is the result of his own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book. This project was carried out under my overall supervision.

Date: Place: ----------------------------------Internal Faculty Guide

Summer Internship Project/ Sumeet Sharma/FSM

Page ii

TABLE OF CONTENTS I II 1. Particulars Acknowledgment Exécutive Summary Introduction 1.1) Relevance 1.2) Description of Problem 1.3) Objective of the Project

Page No. iv v
1 3 3 5


Literature Review
2.1) Indian Dairy Industry: An Overview 2.2) Operation Flood 2.3) National Dairy Development Board (NDDB) 2.4) About the Company: Mother Dairy 2.5) Delhi NCR Market


10 11 13


3.1) Locale of the Study 3.2) Sample Collection 3.2.1) Size of Sample 3.2.2) Method of Sampling 3.3) Data Collection 3.4) Data Analysis

17 17 17 17 17 17

Summer Internship Project/ Sumeet Sharma/FSM

Page ii

4. Analysis of Results
4.1) Quality 4.2) Smell 4.3) Taste 4.4) Commission 4.5) Timing 4.6) Accessories (Paint/Board) 4.7) Distributor 4.8) Schemes

23 25 27 29 31 33 35 37

5. Conclusions
5.1) Concluding observations 5.2) Limitations of Study 5.3) Further Scope of Study

42 42 43


Recommendations References Appendix- Questionaire



Summer Internship Project/ Sumeet Sharma/FSM

Page ii


The satiation and euphoria that accompany the successful completion of the project would be incomplete without the mention of the people who made it possible. I take this opportunity to express my sincere gratitude to Sh. Sandeep Ghosh (Head Sales) for his valuable guidance, support and encouraging words during the entire project duration. I feel privileged in expressing profound sense of gratitude and indebtness to my company guide Mr. Achint Malhotra (ASI,NT-4) for his invaluable support, guidance and suggestions which helped me to do the project. I would like to thank Mr. Subhash Sharma and Mr. F.C.Gupta who in spite of busy schedule has co- operated with me continuously and indeed, his valuable contribution and guidance have been certainly indispensable for my project work. I would like to express my profound sense of gratitude to Dr. Sanghamitra Buddhapriya, my faculty guide, who has always given me motivational boost to go and perform. I would further like to thank him for his persistence to listen to my problems and to give apt solutions.

(Sumeet Sharma)

Summer Internship Project/ Sumeet Sharma/FSM

Page ii


This project report mainly focuses on identifying various factors which affects the sale of Mother Dairy milk in the market. I was assigned a region NT-4 in which I have to scan the whole market doing a market research finding various factors due to which the sale of Mother Dairy is continuously descending. The region NT-4 includes the area of Pitampura, Rani Bagh, Ashok Vihar, Shastri Nagar, Kishan Ganj, Lawrence road etc. For this I have formulated a questionaire with the help of which I can clearly evaluate those factors qualitatively and can come...
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