Aditya MKT

A
SUMMER INTERNSHIP PROJECT ON
“A STUDY OF SALES PROMOTION TECHNIQUES”

At
“SONAI DAIRY INDAPUR”
Submitted to the Savitribai Phule Pune University, Pune

In partial fulfillment of the requirement for the award of the Degree
Of
Master of Business Administration
Submitted By
Mhetre Manoj Rangnath
(B.sc Agriculture)
Under The Guidance of

Dr. Vipul V. Nimbalkar
THROUGH
MAHARASHTRA INSTITUTE OF MANAGEMENT

KALAMB-WALCHANDNAGAR TAL-INDAPUR, DIST- PUNE-413114
Academic Year
(2021-22)
DECLARATION
I, am Mr. Mhetre Manoj Rangnath declare that the project report

entitled “A Study of Sales Promotion Techniques” at “Sonai Dairy Indapur”
carried out under the supervision of guide Dr. Vipul V. Nimbalkar is the result
of the original work done by me and to the best of my knowledge. A similar work
has not been submitted earlier to any university or institution.
Mr. Mhetre Manoj Rangnath

Research Student
Date : / / 2022
Place : Kalamb Walchandnagar

ACKNOWLEDGMENT
First and foremost I would like to thanks Sonai Dairy Indapur. for giving
me the opportunity to pursue my Summer Internship Project in their organization.
I would like to specify certain key contributors who have helped me in this
enchanting journey spread over a good period of time.
I would like to thank to Mr. Suraj ghadage HR Manager/ Industry
Guide of Sonai Dairy Indapur for his continued feedback and timely review as
to the various elements of my project. The key has been his motivation all along
the duration of the project .It has been a great experience to have worked under
your guidance and to have known and shared your ideas and experience with me.
The pillar of support all along the duration of my project has come from
Prof. Dr. Vipul V. Nimbalkar, HOD MIM, MBA Dept. of Maharashtra
Institute of Management, Kalamb-Walchandnagar, continuously supported me
for entire length of my internship. At all times whether it be numerous
clarifications to give me idea as to how I can support my work he has proved his
capability as a good mentor.
Finally, a word of appreciation towards the entire Human Resource
Department of Sonai Dairy Indapur who have helped me in any way possibly in
terms of technical know-how about the company and also in giving me key inputs
for completion of my project.
Thank You.
Mr. Mhetre Manoj Rangnath

Research Student
EXECUTIVE SUMMARY
The products to the customers a number of activities are being performed.

This is called marketing and it is an important function. Marketing is the
performance of business activities that directs the flow of goods and services from
producer to the customer. It is the activity that directs to satisfy the human needs
through exchange process. Marketing starts with the identification of a specific
need of customers and ends with satisfaction of that need. The customer is found
in the beginning and end of marketing process. In marketing a large number of
activities are performed. Promotion is one of the elements of marketing mix.
Promotion decisions are taken simultaneously with other decisions like finding
target group, determining objectives, budgeting for promotion, launching of new
products, distribution. “Sales promotions include incentive offering and interest
creating activities which are generally short term marketing events other than
advertising, personal selling, publicity and direct marketing.
INDEX
a. First Page -
b. Certificates -
c. Declaration -
d. Acknowledgment -
e. Executive Summary -
f. Index i
g. List of figures iii
h. List of Graph /Charts iv
i. List of Tables v
Sr. No Chapter Name Page No

1. Introduction………………………………………………... 01-09
1.1 Introduction of the study…………………………………………… 01
1.2 Need of the study…………………………………………………... 03
1.3 Scope of the study………………………………………………….. 04
1.4 Basic Theoretical Concepts………………………………………... 05
1.5 Tools of sales promotion used…………………………………...... 07
1.6 Review of Literature………………………………………………. 08
2. Objectives of the study……………………………………. 10-10
2.1 Aim of the study…………………………………………………. 10
2.2 Objectives of the study…………………………………………... 10
3. Profile of the organization………………………………… 11-25
3.1 General Information about company……………………………… 11
3.2 Overview of dairy industry in India………………………………. 11
3.3 History…………………………………………………………….. 12
3.4 Company………………………………………………………….. 12
3.5 Vision and mission……………………………………………….. 14
3.6 Organizational Chart of the Company……………………………. 17
3.7 Product Profile……………………………………………………. 18
3.8 Competitors of the company……………………………………… 23
3.9 SWOT Analysis of Sonai Dairy and Milk Product Ltd…………… 23
3.10 Future Plans……………………………………………………… 25
3.11 Certificates………………………………………………………. 25
Maharashtra Institute of Management, Kalamb Walchandnagar

i
4. Research Methodology…………………………………… 26-30
4.1 Research Design…………………………………………………… 26
4.2 Data Collection……………………………………………………. 26
4.3 Research Problem statement……………………………………… 27
4.4 Definitions of Research …………………………………………... 27
4.5 Research Instrument………………………………………………. 29
4.6 Sampling Plan……………………………………………………… 29
4.7 Tools Used for Data Analysis……………………………………… 30
5 Data Analysis and Interpretation of Data ……………….. 31-37
5.1 Introduction………………………………………………………..31
6 Findings ……………………………………………………. 38-38
7 Suggestions…………………………………………………. 39-39
6 Conclusions………………………………………………….40-40
Bibliography………………………………………………... 41-41
Annexure I Questionnaire………………………………… 42-43

ii
LIST OF FIGURES
Fig. No. Title of the Figures Page No.
1.1 Promotional Mix…………………………………………….. 05
1.2 Classification of Sales promotion…………………………… 06
1.3 Tools of sales promotion used by organization……………... 07
3.1 Organizational Structure…………………………………….. 17
4.1 Research methodology process……………………………… 28

iii
LIST OF CHARTS
Chart No. Title of the Charts Page No.
5.1 Reason for Purchase Decision……………………………... 32
5.2 Sales promotion tools influencing purchase decision……... 33
5.3 To known whether sales promotion techniques are helpful --

to boost the sales…………………………………………… 34
5.4 Customer satisfaction for sales promotion techniques used --
by Indapur dairy & milk products ltd……………………… 35
5.5 Sales Promotion techniques that can be beneficial new --
customer……………………………………………………. 36
5.6 To know how customer consider sales promotion --
techniques…………………………………………………... 37

iv
LIST OF TABLES
Table No. Title of the table Page No.

5.1 Reason for Purchase Decision…………………………….. 32
5.2 Sales promotion tools influencing purchase decision……... 33
To know whether sales promotion techniques are helpful --
5.3
to boost the sales…………………………………………... 34
Customer satisfaction for sales promotion techniques used --
5.4
by Indapur dairy & milk products ltd……………………... 35
Sales Promotion techniques that can be beneficial new --
5.5
customer…………………………………………………… 36
To know how customer consider sales promotion --
5.6
techniques…………………………………………………. 37

v
SIP PROGRESS REPORT
Name of the Student : Mhetre Manoj Rangnath

Name of organization / Industry : Sonai Dairy and milk Products Ltd
Indapur
Research Area / Topic : A Study Of Sales Promotion Techniques
By Sonai dairy Milk And Products
Duration of Internship : 11 / 10 / 2021 to 10 / 12 / 2021
The following activities / work performed during internship.

Sr. No. Period Work / Activities
I have done my project on ‘A Study of Sales Promotion by
sonai Milk And Milk Products At Indapur ’ under the
guidance of Marketing manager Mr suraj Ghadage
*Objective of the project=
1 Week 1
1. To Study Product Portfolio Of Sonai Milk And Milk
Products
2.To Study Of Sales Practices And Marketing Policies Of
Sonai Milk And Milk Products
I have collected literature review data of About Company
from www.google.com and also I collected which new thing
can added in customer satisfaction on some other web sites,
after that I have collected all the information of the company
2 Week 2 which was required for the project of implementation . Such
as company services/ product offer to society, mission,
vision, process flow, functional department, employees,
company structure, turnover, company stock, sales, purchase
data etc.
In 3rd week I studied Different Product Profile of Sonai
Milk & I studied SWOT analysis. I can take Daily Data of
3 Week 3
sales of the product & preparing Research Design for
Project.
Primary and secondary data Questionnaire
A. Primary Data= 1) Questionnaire 2) Personal interview.
4 Week 4
Secondary Data= 1) Where to collect data? 2) What kind of
data to collect? 3) Which method to used?
Collection of Primary and Secondary data
- I have collected primary data is company stock, employee
information/ population and sale, purchase data, Sales report,
interviews and other information related to my project from
5 Week 5
company office.
- And also I collected secondary data is company profile,
mission, vision, techniques tally, history of GST, research
methodology,
In this week we can made sample Design for this we can
use convenience sampling method & taking The sample size
6 Week 6 of 200 respondents consisting of customer in Indapur. We
can made Questionnaire,
By keeping it we can take interviews of all 200 respondent.
By taking interview we can observed that we can make data
analysis on the basis of monthly income, opinion about price
7 Week 7
, Customer level of satisfaction towards Sonai Milk from
that analysis we found some findings & observations.
The Result of Survey conducted showed that Majority of
Respondent are highly satisfied towards Sonai Milk it can
satisfied all needs & expectations of customer. Finally we
8 Week 8
have conclude that customer satisfaction plays vital role in
success of an organization. Finally we can put all the
collected data in tabulated format & making report on it.
Mhetre Manoj Rangnath
Student Name & Sign

“A study of sales promotion techniques” At Sonai Dairy and Milk Products
Chapter -1
INTRODUCTION
1.1 Introduction of the study-

The products to the customers a number of activities are being performed.
This is called marketing and it is an important function. Marketing is the
performance of business activities that directs the flow of goods and services from
producer to the customer. It is the activity that directs to satisfy the human needs
through exchange process. Marketing starts with the identification of a specific
need of customers and ends with satisfaction of that need. The customer is found
in the beginning and end of marketing process. In marketing a large number of
activities are performed. Promotion is one of the elements of marketing mix.
Promotion decisions are taken simultaneously with other decisions like finding
target group, determining objectives, budgeting for promotion, launching of new
products, distribution. “Sales promotions include incentive offering and interest
creating activities which are generally short term marketing events other than
advertising, personal selling, publicity and direct marketing.
Indian industry is a fast developing industry. Fast Moving Consumer Goods
(FMCG) are more in demand and frequently purchased by customers. These goods
include all consumable goods (other than pulses and grains) and consumers buy at
regular intervals in small quantities. Main items in this category are detergents,
soaps, shaving products, shampoos, toothpastes and brushes, packed food stuffs,
household accessories, creams, oils, tea, coffee etc. Contribution of FMCG sector
in every economy is significant. Now, due to globalization, every economy is
facing tough competition. Entries of MNCs and cheaper import have made the
situation more difficult. To carry out the business in this sector, it has become very
difficult. The main objective of sales promotion is to increase the sales of products
in short term by influencing the behaviour of buyers. Sales promotion methods are
many and these are selected as per the target groups. For this purpose, a sales
promotion strategy is to be prepared to achieve the objectives effectively. Sales
promotion strategy directs the manager in selection of parties, methods of sales
promotion, implementation of methods and measuring effectiveness of whole
efforts regarding sales promotion. Most of the companies have applied various
elements of promotion mix. Promotion mix elements include advertising, publicity,

1
sales promotion, personal selling and packaging. Sales promotion is one of them
and it is our concerned topic. In present competitive situation most of MNCs had
developed sales promotion strategy in selection of parties, techniques and
managing sales promotion techniques effectively and efficiently. This strategy
provides competitive advantage to the companies in the market to grow, stabilize
and excel in business performance. To carry out the research study the following
limitations were expected and faced during the research study:
a) Availability of secondary data from sales records of the companies were
difficult.
b) Salesmen, customers, dealers and retailers were reluctant or hesitant to share
data.
c) Management may not like to share their views on the topic.
d) Time, cost and location factors become major difficulties in completion of
research.
e) Sample size may not be exact representative of the universe.
Marketing activities are nothing but how you are going to handle the
marketing mix (Price, product, place, promotion, positioning, people, and physical
evidence) in order to market your product successfully. One of the advantages of
the marketing considerations with a view to finding out how best to allocate their
resources. Another one of the advantages of the marketing activity is that when
companies know what type of marketing plan they want to implement, they can
conduct the necessary research needed to fully implement the plan in conjunction
with achieving maximum customer satisfaction. A well-blended marketing
activity helps with goal achievement, which will constitute the companies tactical-
tool-kit for establishing strong positioning in the target markets.
Promotion is the effective tool in every business. The main aim of
promotion is to ensure that customers are aware of the existence and positioning
of products. Promotion is also used to persuade customers that the product is
better than competing products and to remind customers about why they may want
to bay. In fact, promotion has many potential uses in business. It can be used to:
Increase sales, Attract new customers, Encourage customer loyalty, Encourage
trial, Create awareness, Inform Remind potential, customers, Reassure new

2
customers, Change attitudes, Create an image, Position a product, Encourage

brand switching, To support a distribution channel. There are several five main
aspect of promotional mix that advertisement, sales promotion, public relation,
publicity, direct marketing. From the promotional mix sales promotion is used in
many industries as effective tool in many industries.
“Sales promotion is an activity designed to boost the sales of a product
or service for the short period of time. It may include an advertising campaign,
increased PR activity, a free-sample campaign, offering free gifts or trading
stamps, arranging demonstration or exhibition, setting up competitions with
attractive prizes, temporary price reductions,”.
Seller introduces new product or new brand in the market by the use of
sales promotion. When an economy is going through a recessionary phase,
customer becomes price Sensitive. Marketer can tackle this problem with the help
of promotional tools like offering gifts, or discount coupons, gift contests, etc. to
the customer. Excellent techniques can be used to achieve other objectives such as
building brand loyalty or creating product awareness.
Hence the basic purpose of this project is to study the different sales
promotion techniques at Indapur dairy & milk products ltd. as well as to introduce
other sales promotion techniques that may male Indapur dairy & milk products ltd
stand firm in the market with increased sales and growth. With this study Indapur
dairy & milk products ltd will also generate new accounts and create a different
mark in the FMCG sector. This study will also reveal the most effective
techniques of sales promotion to entice customer.
1.2 Need of the study

Sales promotion acts as a bridge between advertising and personal selling.
Due to the adversity of markets, the importance of sales promotion has increased
tremendously. Sales promotion helps remove the consumer‟s dissatisfaction about
a particular product, manufacturer, and create brand-image in the minds of the
consumers and the users.
Sales promotional devices are the only promotional devices available at
the point-of-purchase. An advertising medium reaches the prospects at their
homes, offices, etc. and may soon be forgotten. The sales promotional devices at

3
the point-of-purchase stimulate the customers to make purchase promptly on the

spot.
1.3 Scope of the study

1) Planning sales promotion: The starting point is the identification of the target
audience and the specific objectives that the sales promotion intends to
achieve. Sales promotion can be aimed at one or more of the following:
consumers; the „trade‟ (retailers, wholesalers, distributors etc.); the sales force.
2) consumer sales promotion Coupons The consumer must be in possession of a
coupon or voucher of a particular value which can then be „redeemed‟ at a
local store to obtain the product or products named on the voucher at the usual
price, less the value of the voucher.
3) Self liquidating offer An example here is where a manufacturer of a brand of
canned food purchases a quantity of kitchen knives from a supplier at a price
of £1 per knife. The food manufacturer then „offers‟ to sell the knives to the
consuming public at the cost price of £1 or thereabouts, plus proof of purchase
4) Trade promotion Frequently used trade promotions include:
Discounts/cash allowances: a percentage discount or cash allowance given for
each bulk case purchased; Additional products with order: extra products
given with each unit ordered e.g. if a case of 12 is purchased, one extra case is
given free (colloquially called a „baker‟s dozen‟);
5) sales force promotion This is a popular area for the application of sales
promotional techniques like sales contests, bonus prizes and sales incentives
and gifts.
6) Appropriateness of sales promotion The most appropriate tools in this context
vary according to type of product market, sales promotion objectives, target
audience and the emphasis of marketing strategy,
7) Development in sales promotion research and practice
Sales promotion is constantly being researched and techniques are being
developed and used alongside traditional methods. Some interesting
developments are: In-store sales promotion:
8) Have one on me An example of how point-of-sale can be used as part of a
planned promotional campaign is that developed by the design and
promotional agency, The House, for J. D. Wetherspoon Company.
4
1.4 Basic Theoretical Concepts

Definition of Sales promotion-
Sales promotion refers to those marketing activities that stimulate consumer
shows and expositions
Introduction –
The role of selling has become more complex because producers are
more technical, buyers are more sophisticated and the competition has become
more intense. This has necessitated the need for proper flow or communication
from the producer to the consumer either along with the product or well in
advance of the introduction of a product in to the market. Successful marketing
consists in offering the right product at right price at the right place and time with
right promotion. Promotion is an exercise in information, persuasion and
influence. Promotion has come to mean to overall co -ordination of advertising,
sales promotion, publicity, public relations and direct marketing. Promotion is a
helping function designed to make all other marketing activities more effective
and efficient. Advertising and Sales promotion are the central elements in a
company communication strategy.
From the promotional element sales promotions are used widely in many
industries and especially by marketers selling to consumers.
Sales Promotion refer to those activities (Other than advertising personal
selling and publicity) which stimulate market demand for product through short
promotion techniques act as a bridge between product and the consumer.
Personal
Selling
Public Direct
Relation Marketing
Promotion
Mix
Public
Publicity
Relation
Sales
Promotion
Figure No. 1.1: Promotional Mix

5
An activity designed to boost the sales of a product or service for short

period of time. It may include an advertising campaign, increased PR activity, a
free-sample campaign, offering free gifts or trading stamps, arranging
demonstrations or exhibitions, setting up competitions with attractive prizes,
temporary price reductions, door-to-door calling telemarketing, and personal
letters on other methods.”
Sales promotion describes promotional methods using special short-term
techniques to persuade members of a target market to respond or undertake certain
activity. As a reward, marketers offer something of value to those responding
generally in the form of lower cost of ownership for a purchased product (e.g.
lower purchase price, money back) or the inclusion of additional value-added
material (e.g. something more for the same price)
The factors that distinguish between the two promotional approaches are:
1. Whether the promotion involves a short-terms value proposition (e.g., the
contest is only offered for a limited period of time).
2. The customer must perform activity in order to be eligible to receive the value
proposition (e.g. customer must enter contest). The inclusion of a timing
constraint and an activity requirement are hallmark of sales promotion.
Sales promotions are used by a wide range of organizations in both the
consumer and business markets, though the frequency and spending levels are
much greater for consumer products marketers. One estimate by the Promotion
Marketing Association suggest that in the US alone spending on sales promotion
exceeds that the advertising.
Type of Sales Promotion Techniques
Sales Promotion Techniques
Consumer Sales Promotion Dealer Sales Promotion
Figure No. 1.2: Classification of Sales promotion

6
Consumer Sales Promotion-

Sales promotions targeted at the consumer are called consumer sales
promotions. Consumer sales promotions encompass a variety of short-term
promotional techniques designed to induce customers to respond in some way.
The most popular consumer sales promotions are directly associated with product
purchasing. These promotions are intended to enhance the value of product
purchases by either reducing the overall cost of the product (i.e., get same product
but for less money) or by adding more benefit to the regular purchase price (i.e.,
get more for the money).
While tying a promotion to an immediate purchase is a major use of consumer
sales promotion, it is not the only one. As we noted above, promotion techniques
can be used to achieve other objectives such as building brand loyalty or creating
product awareness. Consequently, a marketer‟s promotional toolbox contains a
large variety of consumer promotions.
Dealer Sales Promotion-
Sales promotions targeted at retailers and wholesalers called trade sales
promote effectively in this dealer sales promotion technique are included point-of-
purchase Displays, Advertising Support Programs, Short Term Allowances, Sales
Incentives of Push Money, Promotional Products, Trade Show.
1.5 Tools of sales promotion used by Indapur dairy & milk products private
limited Indapur
TECHNIQUES CONSUMER’S SALES PROMOTION
Gifts
Sample
Coupons
Discounts
Scheme
Seasonal Offer
Figure No. 1.3: Tools of sales promotion used by organization

7
1) Gifts-
Companies distribute gifts to gain direct as well as indirect sales promotion effect.
These gifts include pen, calendar, watch, diaries, table decorations, etc. Gifts
normally carry the company‟s name and logo.
2) Coupons-
A coupon is certificating that offer price reduction to distributor for specified
items. Coupons are distributed through the package of merchandise or newspaper
or direct mail.
3) Free Sample-
Free sample means offering a small quantity of product free in order to persuade
consumers to try the product. This involves distribution of products/services at
free of cost.
4) Discount-
Discount may be bulk quantity purchase of milk product or milk by customer they
can discounts allow of company bulk quantity of product.
5) Scheme-
No of scheme allow the distributor bulk quantity purchases the diary product
minimum price or attractive price product.
6) Seasonal Offer-
A seasonal offer is a product, service, or programme that is offered at reduced
prices or rates in the festival season.
1.6 Review of Literature

[1] (Philip Kotler, 2006 and Shira, 2003):
A consumer price deal saves the buyer money when a product is
purchases. The main types of price deals include discounts, bonus pack deals,
refunds or rebates, and coupons. Price deals are usually intended to encourage
trial use of a new product or line extension, to recruit new buyers for a mature
product, or to convince existing customers to increase their purchase,
accelerate their use, or purchase multiple units. Price deals work most
effectively when price is the consumer‟s foremost criterion or when brand
loyalty is sales promotion has growth as part of their buying decision criteria.
It provides reluctant decision makers with an incentive to make choices by

8
increasing the value offered by a particular brand. Second, the increasing

tendency of businesses to focus on short-term results has helped super growth
in sales promotion, which can provide an immediate boost in sales.
[2] (Adereni, 2003):
New approaches are promptly cloned by competitors as each marketer
tries to be more creative, more attention getting, or more effective in attracting
the Attention of consumers and the trade. Finally, consumers and resellers
have learned how to milk the sales promotion game. Consumers may wait to
buy certain items knowing that prices will eventually be reduced, for example,
while resellers have become experts at negotiation deals and manipulating
competitors against one another.
[3] Mr. Swagat Kumar Rath (in 2008):
In his research paper title, “New trends in Sales promotion
techniques” studied it difficult to satisfy the customers due to customers wants
is unlimited still the company should adopt different strategies with respect to
time as well as change in customer‟s want for retaining them and approaches
them through promotional activities. Promotional activity can predict the
behavior and provides data for innovation in sales promotion techniques and
how to change the likelihood of the customers and maximize the quick sales
lead.
[4] Veldandi ramchander Rao (in 2011)
In his research paper titled “Measuring the effectiveness of the sales
promotions of Hyundai Motors” investigates effectiveness of promotional
strategies of Hyundai cars. To study the sales promotions done at Hyundai
motors to maximize the sales and capture a larger market share. Analysis of
the effectiveness of each promotional strategy for cars. The purpose of sales
promotion is to stimulate, motivate and influence the purchase and other
desired behavioral responses of the firm‟s customers.

9
Chapter-2
AIM AND OBJECTIVES
2.1 Aim of the study-

This summer internship project mainly aim is study about the sales
promotion. Activity carried by the Sonai milk & milk products. For increasing the
sale of milk products analyses it
2.2 Objectives of the study-

1) To study the sales promotion tools used by Indapur dairy & milk products Ltd.
2) To study the impact of sales promotion tools.
3) To analyze the tools competitors in the market.
4) To find out the effective tool of sales promotion to entice customer of the
Indapur dairy & milk product Ltd.

10
Chapter-3
PROFILE OF THE ORGANIZATION
3.1 General Information about company

Name of the company : Sonai dairy and milk product ltd Indapur.
Address : Sonmatha, A/p. Gokhali, Taluka: Indapur.
District: Pune 413106 Maharashtra India
Telephone : 02111-217002 Fax02111-217002E-
Mail : admin@sonaidairy.com
Present Milk Handing : Indapur- Baramati Road.

Handling capacity : 20 lacks sltr./Day
Design and Erection : Industrial dairy
Brand Name : Sonai, Rajnandan
Present milk-handling : 18.00 laks per day
Man power : Total man power 900 hundred employee in three
Shift work process.
3.2 Overview of dairy industry in India-

India with the total milk production of 109 million tones is the world's
highest milk-producing country for the past one decade now and accounted for
about 15% of the world milk production in 2009. The importance of dairy
enterprise in the national economy can be gauged from the fact that the value of
output from milk group is highest among all the agricultural commodities,
accounting for nearly one fourth of the value of output from agricultural sector.
Dairying is one of the most important means of providing livelihood and
nutritional security to the rural masses. The livestock activities, among which
dairy farming predominates, employ about 8.5 million workers in the country.
Milk and milk products account for 9.2 and 12.4 percent of protein intake in rural
and urban areas, respectively, which is higher than the protein intake through non-
vegetarian animal products.
Dairy production in India, which has seen great increase over the post-
independence period, has grown into a thriving enterprise; thanks to the policy
decisions related to systematic breeding, improved feeding and superior health

11
care management over the period. These positives notwithstanding, the system is
confronting some of the major constraints that hinder inclusive development of
the dairy sector in the country. Apart from low productivity of the animals, there
are many other problems like, large human and livestock population and its
pressure on land, degraded pasture lands, shortage of feed ingredients and fodders,
which need to be targeted. While the agricultural sector is witnessing a kind of
stagnation or a decline in growth rate in areas where the green revolution earlier
brought a new dawn for human survival against hunger and malnutrition, the dairy
sector is showing a better promise.
3.3 History-
The Sonai story is a truly remarkable one. In July 2002, Indapur Dairy & Milk
Products LTD made a foray into the Milk & Milk Products market, by launching
the wide range of Sonai milk
Products. Since then, Sonai Dairy has always stood for quality and is known for
offering innovative and wholesome milk & milk Products. Sonai Dairy Plant has
occupied 40 acres of land which can process 25 lakh liters of milk every day.
Initially the project started with on and average collection with 13000 liters milk
per-day, and today because of extreme efforts and best quality it has grown to 20
lakh liters of milk per day. In future, we have aimed 25 lakh liters of milk
collection per day. Sonai Dairy is an ISO 9001:2008, ISO 22000:2005, and
HACCP Certified
3.4 Company-
In July 2002, Indapur Dairy & Milk Products LTD made a foray into the
Milk & Milk Products market, by launching the wide range of Sonai milk
products. Since then, Sonai Dairy has always stood for quality and is known for
offering innovative and wholesome milk & milk Products. Sonai Dairy connotes
happiness, contentment, satisfaction and pleasure. Within a span of 13 years,
Sonai Dairy has established itself in almost all major categories of Milk Product's.
The amazing story of a man Mr. Dashrath Mane called Dada who
envision & realized a wide dream in the year 2002. In 1996 & 2000 he served as
the chairman of agricultural produce Market committee Indapur when he did

12
considerable good work for farmers. During this time as wholesalers, his contact
grew immensely. Due to unbelievable rate & delayed payments, the farmers in the
Indapur unwillingly threw the additional milk in street. Mr. Dashrath Mane has
changed the situation; with the help of farmers he establishes an Indapur dairy and
milk products ltd.
Indpur dairy & milk products limited indapur” (sonai milk)

13
3.5 Vision and mission-

 Implementation of Clean Milk Program (CMP) in rural area and increase
productivity of Milk in the operation area.
 Installation of Modern, Automatic Machinery and Technology in the dairy
plant. Provide hygienic, fresh & delicious products to the customer.
 Implementation of all National & International Standards in the plant.
 Bringing prosperity & increase living of standards of the milk producer
farmers.
 To become one of the top milk processing plant in the India & largest milk
procurement plant in area.
 To become a largest dairy milk products exporter of the India.
 Provide best services to the milk farmers through Group of Sonai Parivar.
International –
With sales presence across India and global presence in across 25 countries, the
Indian brand is reaching out to the global frontier with innovative & quality
products that challenge the status quo that Innovation comes with a price.
Recognition-
Sonai is recognized for its drive towards continuous quality improvement and
customer satisfaction. It has won the Life Time Achievement award. With such
impeccable and comprehensive quality Sonai has acquired national and
international accreditations such as HACCP, ISO, HALAL, BIS, Admark and
FSSAI.
Career at Sonai-
At Sonai Dairy we believe in creating growth opportunities by encouraging idea
leadership• and taking responsibility for decision making. Sonai Dairy gives you a
great learning experience in varied roles enabling adaptability in an ever changing
business environment. Our work culture can be characterized by strong
performance focus coupled with high result orientation.
From a work culture that provides genuinely equal opportunities, a sense
of team spirit that goes right down to a common lunchroom, to a feeling of
oneness as senior managers and their teams sit together in an open, wall-free
environment- Sonai Group offers an uncommon place to work and excel. We are
fast and flexible, resilient and responsive, as well as decisive and responsible.

14
Quality & Food Safety Policy-

Indapur Dairy & Milk Product Ltd. Procures raw fresh milk from milk producers
does processing and supply of milk and milk products to the customer.
Procurement of good quality raw milk is paramount priority of our organization
and we strictly adhere to the standards. We manufacture the milk products through
implementation of GMP, HACCP practices that will satisfy the customer by
providing high quality, hygienic and safe Milk products.
We are committed for the overall development of our milk products and continual
improvement of our System through infrastructure and technological up gradation.
The policy is deployed at various levels through concrete objectives.
Plan of Sonai-
 Quality Control Laboratory
 Milk Preprocessing
 Butter Manufacturing
 Ghee Manufacturing
 Milk Powder Manufacturing
 Indigenous Milk Products Manufacturing
 Market Milk Packing Section
 Consumer Product Packing Section
Goals and Objectives:
 To increase the quality of milk.
 To increase the sales by conducting many programs like consumer information
programs, consumer daily visiting programs.
 To increase the members of the Sonai milk regularly supply the toned Sonai
milk to all the cities according to customers need.
 Increase in productivity.
 Continual improvement in product quality and product up gradation with
effective research development.
 To meet the needs and expectations of customers consistently to resolve
customers complaints within timeframe.
 To monitor and measure customer satisfaction.

15
Procurement:
Sonai dairy focuses on clean milk production & also gives farm
management training to the farmers. The milk is collected in both shifts i.e.
morning and evening throughout the year from 200 isolated vans, through the
village level milk collection centers. Then this milk is used for manufacturing
different milk products. Sonai Dairy Plant has occupied 40 acres of land which
can process 25 lakh liters of milk everyday. Initially the project started with on
and average collection with 13000 liters milk per-day, and today because of
extreme efforts and best quality it has grown to 20 lakh liters of milk per day.
The milk is tested with the stringing quality parameters right in front of the
farmers, there is also check whether it is adulterated with water or other
impurities. Freshness of milk is observed and many tests are performed to accept
the milk in ultra-modern quality control laboratory.
Farmers are always motivated to supply natural milk through Clean Milk
Production Program and in return they are provided with high rate for high MBRT
Milk. The collected milk is stored in instant chilling center. Sonai dairy has total
48 chilling centers & 200 bulk milk coolers in Pune, Solapur, Osmanabad,
Ahemdnagar & Beed district. To retain the quality and flavor of the milk it is
cooled at 4 degree Celsius at the chilling center & is carried in same temperature
and insulated tankers to Sonia's High-Tech dairy plant.
Natural quality of milk is retaining by of immediate cooling, which helps
reduce the growth of bacteria. prior to milk processing the color, flavor and
quality of milk are checked at plant as well, the milk samples is tested at the well
equip laboratory thus any abnormalities are found against Sonai standard the milk
subject to rejection. The milk is accepted through strict quality filter and is
forwarded for clarification, bactofigation, homogenization, separation &
pasteurization process, all these processes are done through food greed stainless
steel pipes and tanks.
Food safety & purity is guarantee because of the high-tech and automatic
machinery with skilled man power. Computerized recording is done of every step
in the entire production process & its consequences; this is control by technically
skilled officers. Cleanliness of staff is mandatory.

16
3.6 Organizational Chart of the Company-
Chief Executive
Officer
General Manager General Manager General Manager

(Plant & Operation) (Sales & Marketing) (Account & Audit)
General Manager
(Plant & Operation)
Manager Manager Quality Manager Milk

Production Assurance Procurement
Manager Raw Milk

Receiving Dock
Manager Processed
Manager Raw Milk Manager
milk and finished
Receiving Dock Microbiology
products
Figure No. 3.1: Organizational Structure

17
3.7 Product Profile-

1. Butter
2. Cow Ghee
3. Skimmed Milk Product
4. Whole Milk Powder
5. Dairy Whitener
6. Sonai Pouch Milk
7. Rajnandan Pouch Milk
8. Shrikhand
9. Flavored Milk
10. Lassi
1) Sonai Butter- Sonai Butter makes your food delicious. It is creamy, tasty and
spreads easily. "It is salted to enhance the taste". Sonai pasteurized table butter is
made of finest churned cream that is obtained from the fresh cow milk. Sonai
butter is produced under strict hygienic condition with the use of latest dairy
technology.
Health Benefits
 Butter is rich in the most easily absorbable form of Vitamin A.
 Contains lauric acid, important in treating fungal infections and Candida
 Is a great source of Vitamins E and K.
 Is a very rich source of the vital mineral selenium.
 Saturated fats in butter have strong anti-tumor and anti-cancer properties.
2) Sonai Cow Ghee- Sonai Ghee tastes like traditional home made ghee. The Sonai
pure ghee is made of cream obtained from fresh cow milk. The texture of Ghee is
consistently granular, which gives rich and healthy taste. Ghee is rich source of
Vitamin A, D, E and K. It helps in muscle movement, strengthens the sense
organs, and improves the overall complexion.
Health Benefits
 Drinking a warm glass of milk containing a spoon of cow ghee before going to
bed will enhance your digestion power and clean the stomach in the morning.
 It is known as a brain tonic. Excellent for Improving memory power and
intelligence. Best for strengthening mental health.
 Normalizes vata and pitta. Nourishes Body.
 It is best for cancer patients. Having Power to stop growing cancer cells.
18
 Strengthens immune system and vitality.

3) Skimmed Milk Powder-Skimmed milk powder is made from pure and fresh
skimmed cow's milk and is a non-fat, protein rich milk powder. Most suitable for
use by people on a low calorie, high protein diet. It is creamy-white in color and
free flowing in nature, produced under controlled hygienic conditions with the
help of modern machinery.
Health Benefits
 Powdered milk contains a host of vitamins such as A, D, E and K.
 Vitamin A is beneficial for your immune system, reproductive system and
vision and aids in cellular growth and differentiation.
 Vitamin D helps your intestines absorb phosphorous and calcium, which aids
the bones, joints and heart.
 Vitamin E is a powerful antioxidant that protects lipoproteins and cell
membranes as well as stimulating your body's immune response to disease.
 Vitamin K is important for proper blood clotting.
4) Sonai Milk
Milk Production- Sonai dairy plays major role in producing large quantity (i.e.
1.5 lakh liters) of milk. Fat: 3.5% SNF: 8.6%. Sonai Milk is packed by Nichrome
Machine. There are six Filling machines arranged in pouch section. Thus packing
section is one of the important sections of Dairy
5) Rajnandan Milk- Rajnandan Milk is packed by Nichrome Machine. There are six
Filling machines arranged in pouch section. Thus packing section is one of the
important sections. A well-developed facility is used to store the milk pouch in
crates. The packed Rajnandan Milk is dispatched to the market by above than 100
insulated vans in different areas of Maharashtra, Karnataka and Andhra.
6) Sonai Shrikhand- Shrikhand is made from hung curd (chakka), obtained by
fermenting pure cow's milk with culture of lactic fermentation. The chakka is
mixed with required amount of sugar and chopped dry fruits to give tastier and
healthier flavor. Sonai Shrikhand is packed under strict hygienic condition to give
our customer hygienically safe product
7) Sonai Flavored Milk- Sonai Cool is a refreshing drink made from double toned
milk with the addition of natural Identical flavor. It is very delicious when taken
in chilled condition and provides richness of fresh milk. Sonai Cool is available in

19
five different flavors to provide customers a range of flavors as Mango, Badam

Pista, Strawberry, Chocolate, and Butter Scotch.
8) Sonai Lassi-Lassi is a popular, traditional, yogurt-based drink of India. Lassi is a
blend of yogurt, water, spices. Traditional Lassi is a savourydrink; Sonai Lassi is
also available in different flavors. It is available in 200 ml pouches.

20
Sonai Ghee: Sonai Ghee tastes like traditional home made ghee. The Sonai pure ghee
is made of cream obtained from fresh cow‟s milk.
The texture of Ghee is consistently granular, which gives rich and healthy tastes.
Ghee is very healthy food for our body and rich sources of Vitamin A, D, E & K. It
also provides essential fatty acids in our diets. Helps in muscle movement, strengthens
the sense organs, and improves the overall complexion.
 The processing is done with high precision to retain its natural aroma and flavors.
 Sonai Pure Ghee is high in calorie and easily digestible in nature.
 Sonai Pure Ghee is an ethnic product made under expert supervision with use of
latest technology in the field of dairy.
Available Packing : 15 kg. Tin
5 kg. Jar
3 kg. Jar
Petjat : 100 ml Petjat, 500 ml,
250, 20ml, 1000ml.
Standy : 1 petjar, 500ml
Pouch : 250, 20 ml, 100ml
Cilca Pack : 250 ml, 20 ml, 1000ml.
Sonai Amarakhand Sonai Amarakhand us semi-soft, sweetish & sour products
obtained from chakka made from curd. The chakka is obtained from lactic
fermentation of whole milk. The chakka is mixed with required amount of sugar and
natural identical mango pulp to gives a healthy flavor and taste like fresh mango.
Sonai Amarakhand provides good nutritional value in terms of protein,
carbohydrates & milk fat. Like Shrikhand, Amarakhand is also a cultural food item in
the state of Gujarat and Maharashtra. Generally used to celebrate special occasions
and festivals.
Available Pack : 200gm, 250 gm 500 gm 1000 kg gm
Price : 200 gm Rs. 25
250 gm Rs. 36
500 gm Rs. 63
1000 gm Rs. 115

21
Sonai shrikhand: Sonai Shrikhand is a semi-soft sweetish product made from hung
curd (Chakka), obtained by fermenting pure cow‟s milk with pure culture of lactic
fermentation. The Chakka is mixed with required amount of sugar and chopped dry
fruits to give tastier and healthier flavor. Sonai Shrikhand is packed under strict
hygienic condition to give our customer hygienically safe product.
Sonai shimmed milk powder: Sonai skimmed milk powder is made from pure and
fresh skimmed cow‟s milk and is a non-fat, protein rich milk powder.
It is creamy – white in color and freed flowing in nature, produced under controlled
hygienic conditions with the help of modern machinery.
Benefits and uses
 Most suitable for use by people on a low calorie, high protein diet.
 No added sugar and low fat.
 Ideal for preparing low fat & sugar free milk based products.
Available packing: 25 kg craft bag, 1 kg consumer pack.
Sonai whole milk: Sonai whole milk powder is made from pure and fresh cow‟s
milk. It is creamy and sweet in taste due to high percentage of milk fat as compared to
other milk powders. The product is packed under controlled atmospheric conditions to
retain its natural taste and flavor. It‟s good source of energy for growing children. It is
ideal for preparing sweets, cakes and other milk based products.
Available packing: 25 kg craft bag, 1 kg consumer pack.
Sonai Milk Sonai Dairy plays major role in producing large quantity (i.e. 1.5 lakh
liters) of milk
Fat: 3.5% SNF: 8.6%
Sonai Milk: is packed by Nichrome Machine. There are six Filling machines
arranged in pouch section. Thus packing section is one of the important sections.
A well developed facility is used to store the milk pouch in creates.
The packed Sonai Milk is dispatched to the market by above than 100 insulated vans
in different areas of Maharashtra, Karnataka and Andhra.
Available packing: 200ml, 250ml, 500ml, 1000ml and 5000 ml
Price: 1000 ml Rs. 32
500 ml Rs 16
250 ml Rs 8
22
Sonai flavored milk Sonai Cool is a refreshing drink made from double toned milk
with the addition of natural identical flavor. It is very delicious when taken in chilled
condition and provides richness of fresh milk.
Sonai Cool is available in five different flavors to provide customers a range of
flavors…..
 Mango
 Badampista
 Strawberry
 Chocolate
 Butter Scotch
Sonai Cool is very easy to carry while traveling due to its small pack size.
Available Packing: 200ml, Glass bottle pack.
3.8 Competitors of the company

Indapur dairy & milk products ltd. Indapur has main competitors in Indapur area,
which are given below:
1) Katraz
2) Mahananda
3) Govind
4) Swaraj
3.9 SWOT Analysis of Sonai Dairy and Milk Product Ltd.

1) Strength:
Huge Demand
There is huge demand for Sonai milk and milk products in the market. Milk is
very much needed children and people to get many calories, Vitamin and
nutritional. There is increase population in India hence there is increased
demand for products.
Availability of milk
Most of the farmers in Indapur district having at least 2 to3 cows or buffaloes
in their home.
Hence there is more availability of milk for Sonai milk.

23
Brand Sonai
Sonai milk, Sonai Ghee, Sonai crud etc. Sonai products are well Branded in
the market because of their quality.
Man Power
There is well experienced ,professionally trained technical employee are
working in the company with minimum experience of 15 years .It helps
organization to maintain the quality of the product.
Important Use
The Sonai Ghee is always use in Shirdi Sai baba and Tirupati Balaji foe
making a Prasad.
Employment
It provides more employment opportunity to the people. Currently there are
many employees young, enthusiastic employees put their best efforts, which
results in the growth of organization. The brand, images of the firm helps it to
enter new areas quickly.
2) Weaknesses:
Inadequate transportation.
Bad condition of roads and inadequate transportation facilities makes milk
procurement problematic.
No cattle form
Sonai has no cattle from in its own its own it becomes one of the major
weakness of the company.
Limited Advertisement.
No credit business.
3) Opportunities:
Expert
There is demand for export its products to those viz Kerla, Goa so it can
export its products to those states along with Thamilnadu and Andrapradesh.
New product innovation Consumers needs are not constant they are changes
Therefore it is one type of opportunities to new product innovation.
4) Threats:
Market uncertainty
There is a price fluctuation in the market, it may leads to the demand and there
by reduction in profit.
24
Competition
Competitors are coming up with similar product, this is the main threat posed
by the external environment.
Many private firms have entered into
Manufacturing of dairy products, there
Is a tough competition for Sonai.
3.10 Future Plans:

The company has following future plans:-
1. Planning to provide new facility to meet the growing demand of various
products in the market
3.11 Certificates:
 HACCP Certificate from Indian Register Quality System
 ISO 9001:2008 Certificate from Indian Register Quality System
 ISO 22000:2005 Certificate from Indian Register Quality System
 Halal India Certificate
 Bureau of Indian Standards
 Certificate form Government of India, Ministry of Agriculture
 Food Safety and Standards Authority of India

25
Chapter-4
RESEARCH METHODOLOGY
4.1 Research Design:

Research design is the “framework or blueprint” for collecting
information needed in the best possible way. The correct design will save
resources and also tests the validity and the reliability of the research. A research
design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance of the research purpose with economy in
procedure. It constitutes the blueprint for the collection, measurement and analysis
of data.
Descriptive Research
In this study the descriptive research design has adopted. This study is descriptive
and multiple cross sectional in nature. In study includes surveys and fact-finding
enquires of different kinds.
4.2 Data Collection:

The search for answer to research questions calls for collection of data. Data are
facts, figures and other relevant materials, past, and present, serving as bases for
study and analysis.
Primary Data:
1) Survey Method:
There are including some classification of survey method.
a) Telephonic interviewing
b) Personal interviewing
c) Mail Interviewing
d) Electronic interviewing.
In this study the personal interview method adopted for survey. A

structured questionnaire has prepared & it expected as survey to collect primary
data related to the objective of the study. Primary data is collected with the help of
interview techniques.

26
Secondary Data:
Data regarding the sales promotion techniques of Indapur dairy & milk product Ltd. is
required and this is collected through:
1) Internal: Internal data are data available within the organization for which the
research is being conducted. In this study the „Annual sales report of Indapur dairy
& milk products Ltd adopted.
2) External: Data the originate external to organization. For that study the external
data adopted from
a) Reference books
b) Previous research based on similar study.
c) Internet.
4.3 Research Problem statement:

This is the 1st step in the research methodology. It is very important to define the
statement problem because of saying that “A problem well defined is half solved”.
In this study it is mainly focused on “Sales Promotion towards the Sonai Milk”. In
this contest, it is need to evaluate the various factors which are considered while
purchasing the particular product.
Meaning or research methodology: Research methodology means the method
adopted in studying the problem. It helps in explaining the tools and techniques
used in studying the problems under study. It is necessary that the researcher
should know which tool is used and for what purpose. Research methodology is a
way to systematically show the research problem. The research methodology not
only talk about the research methods but also consider the logic behind the
method we sure in the context of our research study and explain why we are using
other so that the research result are capable of being evaluated either by the
researcher himself or by others.
4.4 Definitions of Research –

1) Advanced Learner’s Dictionary: A careful investigation or inquiry
especially through search for new facts in any branch of knowledge.”
2) According to clover and Balsely: “Research is the process of systematically
obtaining accurate answer to significant and pertinent questions by the use of
the scientific method of gathering and interpreting information.”
27
Marketing Research-
Systematic and Objective Identification, Collection, analysis, dissemination,
and use of information for the purpose of assisting management in decision to the
identification and solution of problem (and opportunities) in marketing.
Define Research Problem
Research Design
Data Collection
Primary Data Secondary Data
Survey Internal External
Questionnaire
Interview 1. Structured
Sampling Plan
Sample Method Sample Unit Sample Size Sample Area
Probability Analysis and Interpretation
Finding and Suggestion

Convenience
Sampling
Conclusion
Figure No. 4.1: Research methodology process

28
 Define the Problem: A Problem that entails determining what information is

needed and how it can be obtained in the feasible way. In this present study, an
attempt is made to find the effectiveness of sales promotion techniques at Indapur
dairy & milk products limited.
4.5 Research Instrument:

In concept instruments are Questionnaire and Interview guidelines. In this
research the structured question has adopted:
i) Questionnaires:
a) Structured Questionnaire:
In this study the researcher has adopted the structured questions i.e. closed
ended. Structured questions that pre specify the set of response alternatives
and the format. A structured question could be multiple choices. It has also
called as closed ended questions.
ii) Interview: The interview instrument has adopted in the study. With the help
of questionnaires the interviews were taken.
4.6 Sampling Plan

1) Sample Unit-
Sample units used for research purpose are;
Customers of Indapur Dairy & Milk products limited.
2) Sampling Method-
The simple random sampling method has adopted for study. A simple random
sample is a sample of size drawn from a population of size. N in such a way
that every possible sample of size n has the same chance of being selected.
3) Sample Size-
It refers to the number of items to be selected from the universe to constitute a
sample. Here 150 customers of Indapur dairy & milk products Ltd. at Indapur.
Were selected as the size of sample.
4) Area of Study-
The study was conducted only in the Indapur and near the area.

29
4.7 Tools Used for Data Analysis: Researcher has analyzed collected data with the
help of simple percentage analysis.
Percentage Analysis:
Percentage refers to a special kind of ratio in making comparison between two or
more data and to describe relationships. Percentage can also be used to compare
the relation terms the distribution of two or more sources data.
Tables, Bar graph, Pie chart, Comparative Statement.

30
Chapter-5
DATA ANALYSIS AND INTERPREATIONS OF DATA
5.1 Introduction-
Data analysis refers to collection of organize information usually analysis the
result of experience, observation or experiment, or a set of premises. This may
consist of number, words or images, particular as measurement or observation of
set of variables. Interpretation is a communication. It is telling a story. It is vital
part of how people experience the places there is it. The good interpretation will
leave your visitors felling connected, inspired and alive with curiosity.

31
Table No. 5.1: Reason for Purchase Decision
Sr. No. Reason for Purchase No. of Respondents Percentage
1. Brand Name 08 5%
Sales Promotion
2. 134 89%
Techniques
3. Advertising 06 4%
4. Social Influence 02 2%
Total 150 100%

(Source: Primary Data)
Reason for Purchase

4%2%
5%
Brand Name
Sales Promotion
Techniques
Advertising
Social Influence
89%
Chart No.5.1: Reason for Purchase
Interpretation-There are reason for customer to purchase a milk products brand

name sales promotion techniques advertising publicity the above graph depicts that
sales promotion techniques was the major reason given by customer for purchasing
milk product. The graph also represent that customer were given others reason like
brand name advertising publicity but these are not effective as much as sales
promotion techniques 6%, 5%, 3% respectively.

32
Table No. 5.2: Sales promotion tools influencing purchase decision
Sr. No. Sales promotion techniques No. of Respondents Percentage
1. Gifts 22 10%
2. Sample 25 12%
3. Coupons 23 11%
4. Discount 27 15%
5. Scheme 31 42%
6. Season Offer 22 10%
Total 150 100%
Series1, Season Series1, Gifts,

Offer, 10%, 10% 10%, 10%
Series1, Sample,
12%, 12%
Gifts
Sample
Coupons
Series1,
Series1, Scheme, Coupons, Discount
42%, 42% 11%, 11% Scheme
Series1, Season Offer
Discount,
15%, 15%
Chart No.5.2: Sales promotion tools influencing purchase decision
Interpretation: From the above bar graph it is clear that majority of customer i.e.
10% are influenced due to all the” sales promotion techniques “which are mentioned
here in gifts coupons seasonal offer discount 12% and 11% of the customer stated that
influence their purchase more and early 15% and 42% were influenced by discount
and gifts. Sample may be influenced by customer 10%.

33
Table No. 5.3: To known whether sales promotion techniques are helpful to boost the
sales.
Sr. No. Customers opinion No. of Respondents Percentage
1. Yes 120 78%
2. No 12 9%
3. Neutral 18 13%
Total 150 100%
Series1, Neutral,
13%, 13%
Series1, No, 9%,

9%
Yes
No
Series1, Yes, Neutral
78%, 78%
Chart No. 5.3: To known whether sales promotion techniques are helpful to boost the
sales.
Interpretation: The above table show that 78% of respondent are of opinion that
sales promotion techniques can be really helpful to boost the sales where as it is seen
that 9% of respondent did not feel sales promotion techniques as an effective tool
promotion to boost the sales, the respondent who remained are found to be 13%.

34
Table No 5.4: Customer satisfaction for sales promotion techniques used by Indapur
dairy & milk products ltd.
Sr. No. Customers opinion No. of Respondents Percentage
1. Yes (Satisfied) 135 80%
2. No (No Satisfied) 05 5%
3. Neutral 10 15%
Total 150 100%
15%
5%
Yes (Satisfied)
No (No Satisfied)
Neutral
80%
Chart No. 5.4: Customer satisfaction for sales promotion techniques used by Indapur
dairy & milk products ltd
Interpretation: Satisfaction level differs with every customer here also it is observed
the same. The above table clearly indicates that 80% respondent are completely
satisfied with sales promotion techniques used and whereas 5% respondent are not
satisfied with sales promotion techniques. It means that majority are satisfied with the
sales promotion techniques used by indapur dairy & milk product Ltd and very few
are unsatisfied, the respondents who remained neutral are found to be 15%.

35
Table No 5.5: Sales Promotion techniques that can be beneficial new customer
Sales Promotion
Sr. No. No. of Respondents Percentage
techniques
1. Sample 95 69%
2. Scheme 35 23%
3. gifts 20 08%
Total 150 100%
8%
23%
Sample
Scheme
gifts
69%
Chart No.5.5: Sales Promotion techniques that can be beneficial new customer
Interpretation: The above pie chart depicts that 69% of respondents are in favors of
sample and feel that can be beneficial to beneficial customer remaining 23% of
respondent feel that scheme is more beneficial the respondent who remained gifts are
to be 08%.

36
Table No. 5.6: To know how customer consider sales promotion techniques at
Indapur Dairy & Milk Products Ltd.
Sr. No. Consideration No. of Respondents Percentage
1. Good 100 70%
2. Average 30 15%
3. Fair 14 10%
4. Poor 6 5%
Total 150 100%
5%
10%
Good
15% Average
Fair
Poor
70%
Chart No.5.6: To know how customer consider sales promotion techniques at

Indapur Dairy & Milk Products Ltd.
Interpretation: It is observed that not all respondents considered the sales promotion
techniques at Indapur dairy& milk product ltd as good. This is found to be 70%
though it showed the higher percentage of customers which held good opinion. It is
even seen that few percentage of total respondents i.e. 15% considered it as an
average and very few i.e. 10% thought it as fair where as only 5% of the total
respondents felt that the sales promotional techniques used by the dealer are poor.

37
Chapter- 6
FINDINGS
1) There are reason for customer to purchase a milk products brand name sales
promotion techniques advertising publicity the above graph depicts that sales
promotion techniques was the major reason given by customer for purchasing milk
product. The graph also represent that customer were given others reason like
brand name advertising publicity but these are not effective as much as sales
promotion techniques 6%, 5%, 3% respectively.
2) From the above bar graph it is clear that majority of customer i.e. 10% are
influenced due to all the” sales promotion techniques “which are mentioned here in
gifts coupons seasonal offer discount 12% and 11% of the customer stated that
influence their purchase more and early 15% and 42% were influenced by discount
and gifts. Sample may be influenced by customer 10%.
3) The above table show that 78% of respondent are of opinion that sales promotion
techniques can be really helpful to boost the sales where as it is seen that 9% of
respondent did not feel sales promotion techniques as an effective tool promotion
to boost the sales, the respondent who remained are found to be 13%.
4) Satisfaction level differs with every customer here also it is observed the same.
The above table clearly indicates that 80% respondent are completely satisfied with
sales promotion techniques used and whereas 5% respondent are not satisfied with
sales promotion techniques. It means that majority are satisfied with the sales
promotion techniques used by Indapur dairy & milk product Ltd and very few are
unsatisfied, the respondents who remained neutral are found to be 15%.
5) The above pie chart depicts that 69% of respondents are in favors of sample and
feel that can be beneficial to beneficial customer remaining 23% of respondent feel
that scheme is more beneficial the respondent who remained gifts are to be 08%.
6) It is observed that not all respondents considered the sales promotion techniques at
Indapur dairy& milk product ltd as good. This is found to be 70% though it
showed the higher percentage of customers which held good opinion. It is even
seen that few percentage of total respondents i.e. 15% considered it as an average
and very few i.e. 10% thought it as fair where as only 5% of the total respondents
felt that the sales promotional techniques used by the dealer are poor.

38
Chapter- 7
SUGGESTIONS
1) The customers are given more weight age to the sales promotion techniques so
company can improve the sales promotion techniques.
2) Indapur dairy has no of customer the more sale of festival season the distributor
attractive price quality of products is sale out.
3) Dairy are no of distributor the dairy are no of facility tour visit are gifts are no of
scheme are generate.

39
Chapter-8
CONCLUSION
The study on sales promotion techniques in Indapur dairy & milk

product Ltd. Is study with care and special efforts had been take to make the study as
specific as possible? The methodology typical proof to show that study is scientific.
From the study, it is clear that most of the customer is satisfied with the sales
promotion techniques. This study is also clearly states that the company can take an
action to improve for sales promotion techniques.
How I have been benefited from project

1. Gain valuable work experience.
2. Explore a carrier path.
3. Give yourself and edge in the job market.
4. Develop and refine skills.
5. Receive financial compensation.
6. Network with professional in the field.
7. Gain confidence.
8. Transition in to Job.
What I have learned from SIP

1. New and Improved Skill and how to apply them.
2. Increase Professional communication skill.
3. Learn about Networking is important.
4. Taking constructive well criticism.
5. Work hard no matter what you are doing
6. Time management.
7. Adaptability
8. Critical thinking.

40
BIBLIOGRAPHY
Books:
[1] Philip Kotler, “Principals of Marketing” 13th edition a south Asian
Perspective.
[2] Rural Marketing in India, By- Habbeb- Ur- Rahaman, Himalaya Publication
House.
[3] Rural Marketing-concepts and Practices, By- Dogra and Ghuman, TMGH.
[4] Rural Development, By- Katar Singh
[5] Research Methodology for agricultural Economics, By-K. M. Ravikumar
[6] Research Methodology in agricultural, By-S. R. Singh
Websites
[1] http://www.sonaidairy.com
[2] www.appeda.gov.in
[3] www.agmarknet.nic.in
[4] www.market.ap.nic.in
[5] www.ICAR.org.in.

41
Annexure
QUESTIONNAIRE
Name:
Address:
1) Do you consume Indapur dairy & milk products?
2) Which of the following is reason for purchase of product on Indpur Dairy &
milk products Ltd.?
a) Advertisement
b) Publicity
c) Sales Promotion
d) Public Relation
3) According to you which of the methods of sales promotion are more

Effective to stimulate customers to buy?
a) Price off or discount
b) Sample
c) Coupons
4) What type of sales promotion activities provided by companies to the

Customers ?
a) Discount
b) Scheme
c) Coupons
d) Sample
5) Do you think sales promotion techniques can really? Any help to boost the
sales?
a) Yes
b) No

42
6) If yes which sales promotion technique is more helpful to boost the Sales?
a) Free Sample
b) Price of product
7) Are you satisfied with sales promotion techniques used by Indapur Dairy &
Milk Products Ltd?
a) Yes
b) No
8) How do you grade sales promotion techniques at Indapur Dairy & Milk
Products Ltd?
a) Good
b) Average
c) Fair
d) Poor
9) What message is being received our promotional techniques?

a) Provided goods offers
b) Monitory beneficial to purchase
c) Customer satisfaction and delight
12) Have you provided price cut offer during festival season?
a) Yes
b) No
13) Will your purchasing decision change if customer doesn’t give any offer?
a) Yes
b) No

43

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A

SUMMER INTERNSHIP PROJECT ON

“A STUDY OF SALES PROMOTION TECHNIQUES”

Submitted to the Savitribai Phule Pune University, Pune

Under The Guidance of

MAHARASHTRA INSTITUTE OF MANAGEMENT

I, am Mr. Mhetre Manoj Rangnath declare that the project report

Mr. Mhetre Manoj Rangnath

Place : Kalamb Walchandnagar

Mr. Mhetre Manoj Rangnath

The products to the customers a number of activities are being performed.

Sr. No Chapter Name Page No

Maharashtra Institute of Management, Kalamb Walchandnagar

Maharashtra Institute of Management, Kalamb Walchandnagar

Fig. No. Title of the Figures Page No.

1.1 Promotional Mix…………………………………………….. 05

1.2 Classification of Sales promotion…………………………… 06

1.3 Tools of sales promotion used by organization……………... 07

3.1 Organizational Structure…………………………………….. 17

4.1 Research methodology process……………………………… 28

Maharashtra Institute of Management, Kalamb Walchandnagar

Chart No. Title of the Charts Page No.

5.1 Reason for Purchase Decision……………………………... 32

5.2 Sales promotion tools influencing purchase decision……... 33

5.3 To known whether sales promotion techniques are helpful --

Maharashtra Institute of Management, Kalamb Walchandnagar

Table No. Title of the table Page No.

Maharashtra Institute of Management, Kalamb Walchandnagar

Name of the Student : Mhetre Manoj Rangnath

The following activities / work performed during internship.

Mhetre Manoj Rangnath

Student Name & Sign

1.1 Introduction of the study-

Maharashtra Institute of Management, Kalamb Walchandnagar

Maharashtra Institute of Management, Kalamb Walchandnagar

customers, Change attitudes, Create an image, Position a product, Encourage

1.2 Need of the study

Maharashtra Institute of Management, Kalamb Walchandnagar

the point-of-purchase stimulate the customers to make purchase promptly on the

1.3 Scope of the study

1.4 Basic Theoretical Concepts

Figure No. 1.1: Promotional Mix

Maharashtra Institute of Management, Kalamb Walchandnagar

An activity designed to boost the sales of a product or service for short

Sales Promotion Techniques

Consumer Sales Promotion Dealer Sales Promotion

Figure No. 1.2: Classification of Sales promotion

Maharashtra Institute of Management, Kalamb Walchandnagar

Consumer Sales Promotion-

TECHNIQUES CONSUMER’S SALES PROMOTION

Figure No. 1.3: Tools of sales promotion used by organization

Maharashtra Institute of Management, Kalamb Walchandnagar

1.6 Review of Literature

Maharashtra Institute of Management, Kalamb Walchandnagar

increasing the value offered by a particular brand. Second, the increasing

Maharashtra Institute of Management, Kalamb Walchandnagar

2.1 Aim of the study-

2.2 Objectives of the study-

Maharashtra Institute of Management, Kalamb Walchandnagar

3.1 General Information about company