Visakha Dairy

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Chapter-1

INTRODUCTION

NEED FOR THE STUDY

OBJECTIVES OF THE STUDY

METHODOLOGY

LIMITATIONS

INTRODUCTION

The vale !" #$l% a&' #$l% pr!'(t) "!r ph*)$(al 'evel!p#e&t a&' +ell ,e$& !" pe!ple $)

&$ver)all* re(!&$.e'/ There +a) a rap$' 'e#a&' "!r the #$l% a&' $t) pr!'(t) part$(larl* $&

r,a& area) +here the)e pr!'(t) +ere &!t pr!'(e' $& lare 0a&t$t*/ I& A&'hra ra'e)h the

pr!ra# !" 'a$r* $&')tr* +a) $&$t$all* #!!te' +$th the #$l% pr!'(er) have ,ee& "a(e' +$th

a l!t !" pr!,le#) !& the pr!(e)) !" pr!'(t$!& a&' #ar%et$& !" #$l% &a#el* $#pr!per

tra&)p!rt "a($l$t*2 p!!r te(h&!l!*2 a,)e&(e !" !ra&$.e' )*)te# !" pr!(e))$& #ar%et$& a&'

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pr$($&/ T! ha&'le all the)e pr!,le#) the !vere&t !" A&'hra ra'e)h ha) v$e+e' t!

(!&)t$tte 3Da$r* Devel!p#e&t C!rp!rat$!&4/

The #a$& a$# t! (!&)t$tte Da$r* Devel!p#e&t C!rp!rat$!& $) t! )a"e ar' the $&tere)t !"

#$l% pr!'(er) a&' e&)r$& a'e0ate )ppl* !" #$l% at rea)!&a,le pr$(e t! the r,a&

(!&)#er)/ A) a re)lt2 the A//D/D/C/F (a#e $&t! e5$)te&(e !& 6 &'Apr$l 1789/ I&'$a +$th a

va)t p!plat$!& ha) reat pr!,le# $& pr!v$'$& ever* !&e +$th a'e0ate "!!'2 ,!th $& ter#)

!" 0al$t* a&' 0a&t$t*/

M!)t !" the re$!&) $& the (!&tr* are "a($& a (r$t$(al pr!,le# $/e/2 la(% !" a'e0ate &tr$t$!&/

Ntr$t$!& a&' #al&tr$t$!& pr!'(t) a) the #!)t $#p!rta&t )!r(e !" &!r$)h#e&t !&e !" the

a'va&tae) $) that +$th the 'a$r* $&')tr* $) pr!v$'$& e#pl!*#e&t !pp!rt&$t$e)2 $&(!#e t!

the e(!&!#* a&' )ppl*$& !" 0al$tat$ve #$l% a&' #$l% pr!'(t) t! the (!&tr*/ Da$r*

"ar#$& !&e a ),)$'$ar* !((pat$!& a&' a #ea&) !" ,are ),)$)te&(e $& rral area) $) &!+ a&

$#p!rta&t ar! ,)$&e))/ The ver* e))e&t$al a&' $#p!rta&t a)pe(t $) that t! 'evel!p '$ar*

$&')tr* "!r !ver(!#$& the pr!,le#) !" $&(!#e2 &e#pl!*#e&t a&' &tr$t$!& $& the (!&tr*/

NEED OF THE STUDY

:eep$& $& v$e+2 the pr$vate 'a$r$e) !perat$!& $& V$.a '$)tr$(t #$l% #ar%et a

th!r!h )t'* $) al)! V$)a%ha 'a$r* ha) a ver* !!' $#ae !" )ppl*$& !!'

0al$t* !" #$l% at rea)!&a,le pr$(e t! the (!&)#er)/ It ha) a he' tr&!ver a&' pr!"$t) a&'

)!#e !ther rea)!& ave ,$rth t! #a&* pr$vate) 'a$r$e) /a) V$)a%ha 'a$r* !((p$e) a ver*

$#p!rta&t pla(e $& !r )tate 2 a thr!h )rve* $) #a'e t! %&!+ a,!t the (!&)#er

a+are&e)) there 2 att$t'e) t!+ar' all the 'a$r* pr!'(t)/

The prp!)e !" pr!'(t$!& $) (!&)#pt$!& a&' !&e;) !+& prp!)e +$ll ,e )erve'

!&l* $" the (!&)#er $&tere)t) are atte&'e' t! 0al$t* !" )erv$(e re&'ere' ,* VISA:HA

DAIRY e&)re) the !ra&$.at$!& rear'$& ()t!#er )at$)"a(t$!& $& the$r pr!'(t/ The a$# !"

th$) )t'* $) t! pr!v$'e a& $&)$ht $&t! the (hara(ter$)t$() !" the (!&)#er #ar%et)2 $'e&t$"*

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the p!))$,le )!r(e !" '$))at$)"a(t$!&2 +!r% t!+ar' ha&'$& (!#pla$&t) "r!# (!&)#er2

+h$(h $& tr& help $& e&ha&($& ()t!#er )at$)"a(t$!& a&' preve&t '$))at$)"a(t$!&/

#a'e t! %&!+ a,!t the '$)tr$,t$!& !" the pr!'(t) !& V$)a%ha 'a$r*/ e(t$ve !" th$) )t'* (!&'(t $) t! %&!+ a&' &'er)ta&' the pe&etrat$!&

!" V$)a%ha 'a$r* $& V$.a a&' the ),r,) a) (!#pare' t! !ther)/

T! )t'* the (ha&&el) !" '$)tr$,t$!& t!+ar') V$)a%ha 'a$r* #$l% a&' $t) pr!'(t)/

T! "$&' !t the pr!'(t +$)e 'e#a&' t!+ar' V$)a%ha 'a$r* #$l% pr!'(t)/

T! $'e&t$"* the "eatre) that $&"le&(e) the ()t!#er "!r )ele(t$& the$r #$l% ve&'!r/

T! )t'* the ,ra&' +$)e 'e#a&' "!r the var$!) !" #$l% a&' #$l% pr!'(t)

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S!r(e) !" 'ata?

A"ter the !,>e(t$ve ha) ,ee& )tate' (learl*2 the &e5t ta)% +a) t! (!lle(t releva&t 'ata

rear'$& the re)ear(h )t'*/ The 'ata rear'$& the I&'$a& a&' $&ter&at$!&al '$ar* )(e&ar$!

+ere (!lle(te' "r!# the $&ter&et/ A&' !ther releva&t 'ata +ere al)! (!lle(te' "r!# $&ter&et/

Alth!h there +ere )!#e 'ata "r!# &e+)paper a&' #aa.$&e) ,t the #a>!r p!rt$!& +a)

$ve& ,* the (!#pa&* $/e/ the a))$)ta&t #a&aer !" the re)pe(t$ve 'epart#e&t)/

M!)t !" the 'ata a&' "$re) +ere (!lle(te' "r!# the re(!r' !" the (!#pa&*/ I& "a(t

the a,!ve (!lle(te' 'ata +a) &!t e&!h )! there +a) &ee' !" pr$#ar* )!r(e !" 'ata/ S! the

pr$#ar* 'ata $&v!lve' 'ata (!lle(te' "r!# "e+ #$l% ,!!th) a&' "r!# "e+ (!&)#er)

Data (!lle(t$!& $&)tr#e&t?

The ,a)$( $&)tr#e&t )e' $& (!lle(t$& the 'ata $& th$) )rve* $) the 0e)t$!&&a$re/

Apart "r!# that +e ha' al)! !&e thr!h the re(!r' !" the (!#pa&*/ The 'ata (!lle(t$!&

"r!# the a,!ve $&(l'e)?

Data rear'$& V$)a%ha 'a$r*/

Data rear'$& the h$he)t )ell$& pr!'(t/

Data rear'$& the (!&tr$,t$!& !" ea(h pr!'(t t!+ar' )ale)/

Data rear'$& t!tal )ale) a&' #ar%et )hare) !" V$)a%ha 'a$r*/

Data rear'$& e""e(t !" pr!#!t$!&al a(t$v$t* '!&e ,* V$)a%ha 'a$r*/

Data rear'$& the (!&)#er pre)#pt$!& a,!t 0al$t* !" #$l% ava$la,$l$t* !" the pr!'(t

a&' pr$(e !" the pr!'(t/

'ata a,!t V$)a%ha 'a$r* a&' (!#pet$t!r) )hare $& the #ar%et

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The 0e)t$!&&a$re +a) prepare' ,* ) &'er the $'a&(e !" the #ar%et$& #a&aer !" the

V$)a%ha 'a$r*/ Alth!h #!)t !" the 0e)t$!&&a$re) +ere )e"l ,t )!#e !" the 0e)t$!&)

+ere &!t a&)+ere' pr!perl*/ S!#e 0e)t$!& l$%e h$h re(all rate a&' 0e)t$!& rear'$&

pr!#!t$!&al a(t$v$t* +ere &!t a&)+ere' pr!perl*2 perhap) the (!&)#er ha' &ever th!h

+$th that (!&(er& a&' $&tere)t/

LIMITATIONS

I& )p$te !" h!&e)t a&' )$&(ere e""!rt) ,* the re)ear(he' there are ,!&' t! ,e (erta$&

'$)(repa&($e) a&' $&(!&)$)te&($e) /aa$& there +ere )everal l$#$tat$!& ,!th )tat$)t$(al a&' &!&

)tat$)t$(al +$th$& +h$(h there re)ear(h ha) ,ee& (arr$e' !t/ S!#e !" the l$#$tat$!&) "elt a&'

"a(e' are

The +h!le re)ear(h )t'* +a) (arr$e' !t $& V$.a !&l* /there"!re the re)lt #a* &!t ,e )a#e

$& .!&al ,a)$)/

It +a) ver* '$""$(lt t! e&eral$.e the #a$& "$&'$& a) the )a#ple )$.e +a) ver* )#all/

S!#e !" the "$&'$& have ,ee& ta%e& $& the re)ear(h are ,a)e' !& !p$&$!&2 att$t'e)2 "eel$&)2

a&' per(ept$!&) $t) "e+ re)p!&'e&t) /)! +e (a&&!t ta%e "!r ra&te' the !p$&$!&) a&'

pre)#pt$!& !" the e&t$re (!&)#er/

The #a>!r l$#$tat$!& $& th$) re)ear(h )t'* $) la(% !" (!-!perat$!& "r!# "e+ 'epart#e&t hea')

'e t! pr!,a,l* la(% !" t$#e/

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The re)ear(h ha' t! v$)$t ,er !" t$#e t! !,ta$& re0$re' 'ata

Chapter-6

INDUSTRY ROFILE

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INTRODUCTION

M$l% $) the "!!'2 +h$(h (!&ta$&) v$ta#$&)2 pr!te$&)2 "at) a&' (ar,!h*'rate)/ Ever* h#a&

,e$& (!&)#e) #$l% at !&e t$#e !r #!re/

l$"e/

HISTORY

Da$r* "ar#$& ha) ,ee& part !" ar$(ltre "!r th!)a&') !" *ear)/ H$)t!r$(all* $t ha) ,ee& !&e

part !" )#all2 '$ver)e "ar#)/ I& the la)t (e&tr* !r )! larer "ar#) '!$& !&l* 'a$r* pr!'(t$!&

ha) e#ere'/ Lare )(ale 'a$r* "ar#$& $) !&l* v$a,le +here e$ther a lare a#!&t !" #$l% $)

re0$re' "!r pr!'(t$!& !" #!re 'ra,le 'a$r* pr!'(t) )(h a) (hee)e 2 !r there $) a

),)ta&t$al #ar%et !" pe!ple +$th (a)h t! ,* #$l%2 ,t &! (!+) !" the$r !+&/

HAND-MIL:ING

Ce&tral$.e' 'a$r* "ar#$& a) +e &'er)ta&' $t pr$#ar$l* 'evel!pe' ar!&' v$llae) a&' ($t$e)2

+here re)$'e&t) +ere &a,le t! have (!+) !" the$r !+& 'e t! a la(% !" ra.$& la&'/ Near the

t!+&2 "ar#er) (!l' #a%e )!#e e5tra #!&e* !& the )$'e ,* hav$& a''$t$!&al a&$#al) a&'

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)ell$& the #$l% $& t!+&/ The 'a$r* "ar#er) +!l' "$ll ,arrel) +$th #$l% $& the #!r&$& a&'

,r$& $t t! #ar%et !& a +a!&/

U&t$l the late 1)2 the #$l%$& !" the (!+ +a) '!&e ,* ha&'/ I& the U&$te' State)2 )everal

lare 'a$r* !perat$!&) e5$)te' $& )!#e &!rthea)ter& )tate) a&' $& the +e)t that $&v!lve' a)

#a&* a) )everal h&'re' (!+)2 ,t a& $&'$v$'al #$l%er (!l' &!t ,e e5pe(te' t! #$l% #!re

tha& a '!.e& (!+) a 'a*/ S#aller !perat$!&) pre'!#$&ate'/

VACCUM BUC:ET MIL:ING

The "$r)t #$l%$& #a(h$&e) +ere a& e5te&)$!& !" the tra'$t$!&al #$l% pa$l/ The earl* #$l%er

'ev$(e "$t !& t!p !" a relar #$l% pa$l a&' )at !& the "l!!r &'er the (!+/ F!ll!+$& ea(h

(!+ ,e$& #$l%e'2 the ,(%et +!l' ,e '#pe' $&t! a h!l'$& ta&%/ Th$) 'evel!pe' $&t! the

Sre ha&$& #$l%er/ r$!r t! #$l%$& a (!+2 a lare +$'e leather )trap (alle' a )r($&le

+a) pt ar!&' the (!+2 a(r!)) the (!+) l!+er ,a(%/ The #$l%er 'ev$(e a&' (!lle(t$!& ta&%

h& &'er&eath the (!+ "r!# the )trap/ Th$) $&&!vat$!& all!+e' the (!+ t! #!ve ar!&'

&atrall* 'r$& the #$l%$& pr!(e)) rather tha& hav$& t! )ta&' per"e(tl* )t$ll !ver a ,(%et

!& the "l!!r/

STE SAVER MIL: TRANSORT

A) her' )$.e ,ea& t! $&(rea)e2 the ,(%et #$l%er )*)te# ,e(a#e la,!r$!)/ A va(# #$l%-

tra&)p!rt )*)te# %&!+& a) the Step-Saver +a) 'evel!pe' t! tra&)p!rt #$l% t! the )t!rae

ta&%/ The )*)te# )e' a l!& va(# h!)e (!$le' ar!&' a re(e$ver (art2 a&' (!&&e(te' t! a

va(#-,rea%er 'ev$(e $& the #$l% h!)e2 all!+$& "ar#er) t! #$l% #a&* (!+) +$th!t the

&e(e))$t* !" +al%$& $&(rea)$&l* l!&er '$)ta&(e) (arr*$& heav* ,(%et) !" #$l%/

MIL:ING IELINE

The &e5t $&&!vat$!& $& at!#at$( #$l%$& +a) the #$l% p$pel$&e/ Th$) )e) a per#a&e&t #$l%-

retr& p$pe a&' a )e(!&' va(# p$pe that e&($r(le) the ,ar& !r #$l%$& parl!r a,!ve the r!+)

!" (!+)2 +$th 0$(%-)eal e&tr* p!rt) a,!ve ea(h (!+/ B* el$#$&at$& the &ee' "!r the #$l%

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a )h!rt per$!' !" t$#e/ Th$) pr!,le# +a) re)!lve' thr!h the 'evel!p#e&t !" the $(e ,a&%/

Th$) $) a '!,le-+alle' ta&% 'e)$& +here +ater a&' (!!l$& (!$l) "$ll the )pa(e &'er&eath

a&' ar!&' the #$l% ta&% a,!ve/

All 'a* l!&2 the )#all (!#pre))!r a&' (!!l$& )*)te# )l!+l* 'ra+) heat !t !" the +ater2

+h$le a )e(!&' p#p (!&t$&!)l* ($r(late) the +ater ar!&' the (!$l)/ I(e eve&tall* ,$l')

p ar!&' the (!$l)2 &t$l $t rea(he) a th$(%&e)) !" a,!t three $&(he) )rr!&'$& ea(h p$pe2

a&' the (!!l$& )*)te# )ht) !""/


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'$""ere&t h$h-h!r)ep!+er (!#pre))!r) a&' (!&'e&)$& &$t)/ O&(e the #$l% ha) a(h$eve'

9 F 9 C a"ter #$l%$& $) "$&$)he'2 !&l* !&e !r t+! (!!l$& &$t) &ee' t! r& !((a)$!&all*

t! #a$&ta$& the (!rre(t te#peratre/

DAIRY INDUSTRY IN INDIA

The 'a$r* $&')tr* $) e#er$& a) a )&r$)e $&')tr*/ I&'$a $) !&e !" the +!rl';) lare)t a&'

"a)t r!+$& #ar%et)/ F!r #$l% a&' #$l% pr!'(t) 'e t! $&(rea)e $& $&(!#e a#!& the 9@

#$ll$!& )tr!& #$''le (la))e)/

I&'$a ha) ,e(!#e the )e(!&' lare)t #$l% pr!'(er $& the +!rl'2 &e5t !&l* t! the U/S /I&'$a $)

!& the vere !" ,e$& the +!rl';) ,er !&e #$l% pr!'(er +$th &earl* $) !& the vere !"

,e$& the +!rl';) ,er !&e #$l% pr!'(er +$th &earl* @ #$ll$!& #etr$( t!&e) !" #$l% per

a&&al/ $t $) e)t$#ate' that !r 'a$r* ,)$&e)) $) t! ,e ar!&' R)/72-(r!re) a&' $t

(!&tr$,te) appr!5$#atel* 7/@ per(e&t !" the t!tal GD

Da$r* $&')tr* pr!"$le?

a !plat$!&? 1@ #$ll$!& 1#$ll$!& 'a$r* "ar#er)/

, M$l% pr!'(t$!&? 6/ #$ll$!& t!&e)

( Averae a&&al r!+th? 8/ rate t$ll 6

' er (ap$ta #$l% ava$la,$l$t*? 1'a* !r 8 % *ear

I& )p$te !" rap$' )tr$'e) #a'e $& $&(rea)$& the #$l% pr!'(t$!& /the per (ap$ta ava$la,$l$t*

+!l' ,e ver* l!+ at 66 G#) per 'a*/ T! #eet the 'e#a&' "!r the r!+$& p!plat$!& there

$) reat &ee' t! $&(rea)e the #$l% pr!'(t$!& $& I&'$a tha& the pr!>e(te' r!+th rate !"

@per(e&tae per *ear/

DAIRY DEVELOED IN ANDHRA RADESH?

The 'a$r* $&')tr* $) t! ,e 'evel!pe' $& A&'hra ra'e)h2 a) there +a) 1K/89 la%h) !" #$l%

a&$#al) $& !r )tate2 a&' $t e5pe(te' t! pr!'(e 91la%h) l$ter) !" #$l% per 'a*/ Eve& thr!h

!r (!&tr* ha) 6@ !" the t!tal +!rl' p!plat$!& /th$) $) 'e t! l!+ !" !r *$el' !" !r #$l%

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a&$#al) &!+/ The per (ap$ta #$l% (!&)#pt$!& !" ever I&'$a $) 11G#) per 'a* a&' $t $)

e)t$#ate' that the #$l% (!&)#pt$!& +!l' ,e K9/9 #$ll$!& t!&) $& 68-6/

The )tate !" A +a) (!&)t$tte' $& N!ve#,er 17@K t$ll the& /$t +a) a part !" #a'ra) )tate/ The

"$r)t atte#pt t!+ar') !ra&$.e' 'a$r* 'evel!p#e&t +a) )tarte' ,* $&$t$at$& 3p$l!t #$l% )ppl*

)(he#e4 at H*'era,a' $& 17K a) a prel'e "!r e)ta,l$)h#e&t !r $&terate' #$l% pr!>e(t) +$th

a))$)ta&(e !" 3UNICEF4/UNICEF 'e&!te' "!r 'a$r* 'evel!p#e&t +!rth !&e (!rr$'!r )ett$&

p !" the (e&tral 'a$r*/ the)e 'a$r$e) al!& +$th a "e+ (h$ll$& (e&ter) +ere e)ta,l$)he' $&

17K8/at the )a#e t$#e $&te&)$ve (attle 'evel!p#e&t ,l!(% are !ra&$.e' +h$(h pr!v$'e' the

$&pt) &ee') "!r $&(rea)$& the #$l% pr!'(t$!& /the)e 'a$r$e) a&' $&pt) +ere #a&ae' ,*

the (!&(er&e' 'epart#e&t O" the )tate !vere&t 'r$& 1789 A 'a$r* 'evel!p#e&t(!rp!rat$!& ADDC +a) )etp (!##er($al$.e' 'a$r* 'evel!p#e&t the )tate a&' t! e&)re

pr!per t$l$.e' !" re)!r(e the !vere&t !" A &!+ 'evel!pe' $&')tr* $& the )tate a)

3ANAND ATTERN4 ,* $&v!lv$& the #$l% pr!'(er $& !ra&$.$& the pr!'(t$!&2

pr!(re#e&t pr!(e))$& a&' #ar%et$&/

ACHIEVEMENT?

T!'a* K la%h "ar#er) are )ppl* #$l% thr!h 218 'a$r* (!lle(t$!& (e&ter)/

C!ver$& a,!t 16@91v$llae) $& the )tate/ The #$l% pr!(re#e&t ha) r!+& t! t!(h K/

#$ll$!& l$ter a&' )ale) !" #$l% have t!(he' 1/@ #$ll$!& l$ter) 'r$& 68-6/ A ha)

#a'e rap$' )tr$'e) $& the pa)t 'e(a'e) a&' ha) e#ere' a) a #a>!r #$l% )tate/ Da$r*$& (!-

!perat$ve ha) ,e(!#e a& $&)tr#e&t "!r (ha&e a&' r!+th $& v$llae)/

UALITY CONTROL?

al$t* a)pe(t !" #$l% ha) &!t re(e$ve' #(h atte&t$!& 'e t! the e&eral )h!rtae !"

#$l% /the 0al$t* !" #$l% the* )ppl* $) "ar "r!# +hat $) re0$re' !r &!t a((!r'$& t! the

(!&tr!l #a&aer /The pla&&e' 'a$r*$& there"!re )h!l' he pr!v$'e'/

M$l% $) the !&l* )$&le "!!' $te# that "a$rl* repre)e&t) the (!#plete h#a& '$et/ It

ha) pr!te$&) a&' #$(r! $&re'$e&t $& I&'$a $) $'e&t$"$e' +$th rral "ar#er a) a& e))e&t$al

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),)$'$ar* t! ar$(ltre/ The !vt/ )tarte' a 'a$r* at V$)a%hapat&a#2 &'er the $&te&)$ve #$l%

)ppl* )(he#e $& 178-81 +$th a ha&'l$& (apa($t* !" K l$tter)/ &!+ the pre)e&t (apa($t*

1/@ la(% l$tter per 'a*/


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&e$h,!r$& )tate)/ Over 9@ l$ter) #$l% (!#e) $&t! the )tate 'a$l* "r!# 'a$r$e) $& the !ther

)tate) a) l!(al &$!&) pr!'(e ,arel* @ l$ter) !" #$l% per 'a*/

INTERNATIONAL SCENARIO OF DAIRY INDUSTRY

LIUID MIL: MAR:ET

Averae 19 ,$ll$!& !" #$l% +a) pr!'(e' ever* *ear $& U:2 8 #$ll$!& t!&) $& USA a&'

I&'$a;) pr!'(t$!& $) ar!&' 8@ #$ll$!& t!&)/ Hal" !" the t!tal pr!'(t$!& !" #$l% $) )e' "!r

#a&"a(tr$& !ther pr!'(t)/ I& U: the l$0$' #$l% )ale) ha) )ee& a 'e(l$&e )$&(e the

prev$!) 1 *ear)/

S$&(e 17 #!re tha& 7 !" #$l% +a) pr(ha)e' "r!# the #$l%#a&/ B* 17 th$)

'e(l$&e' t! 72 $& 17@ t! 1/72 $& 177 t! K/ a&' ,* 177@ 'el$ver* a((!&te' "!r

99/@ !" all #$l% pr(ha)e'/ Sale) $& )per#ar%et) a&' )#all )h!p) $&(rea)e' $& relat$!& t!

the 'e(l$&e $& '!!r)tep )hare/

CONTAINERS?

K !" all the h!)e h!l' #$l% )!l' $& E&la&'2 S(!tla&' a&'


16/92

INDIAN SCENARIO OF DAIRY INDUSTRY

The #a$& )ta* $& I&'$a& "ar#er) ha) ,ee& ar$(ltre a&' all$e' !((pat$!&)2 "ar#

a&$#al) e)pe($all* (attle have ,ee& a& $&teral part !" rral I&'$a "!r th!)a&') !" *ear)/

Dr$& the *ear 176 #$l$tar* "ar#) +ere e)ta,l$)he' t! )ppl* a'e0ate ra+ #$l% t! the

)tat$!&)/ The)e +ere +all) #a$&ta$&e' a&' $#pr!ve'/

I& 179K the "$r)t "ar#er;) $&terate' 'a$r* (!-!perat$ve +a) e)ta,l$)he' $& %a$ra '$)tr$(t a)

A&a&' +h$(h later (a#e t! ,e %&!+& a) 3A#l4/ A#l a&' Greater #$l% )(he#e )et t!ether

a "a)ter pa(e !" 'a$r* 'evel!pe' +$th e#pha)$) !& 'evel!pe' te(h&$0e) !" pr!(e))$& a&'

#ar%et$& &'er I&'$a& (!&'$t$!&)/

INSTITUTIONAL SUORT TO CO-OERATIVE DAIRYING?

I&'$a& Da$r* C!rp!rat$!&?

The I&'$a& 'a$r* (!rp!rat$!& IDC +a) )et p &'er (!#pa&$e) a(t !& 1th Fe,rar*

178/ It $) a G!vere&t !" I&'$a &'erta%$&/ The $##e'$ate &ee' t! )etp IDC +a) t!

ha&'le the p!plarl* %&!+& 3!perat$!& "l!!'4/

I&'$a ha) e#ere' a) the +!rl';) t!p 'a$r* &at$!& +$th #$l% pr!'(t$!& (r!))$& 8@

#$ll$!& t!&) $& 1778-7/ It $) pla(e' )e(!&' $& the #$l% pr!'(t$!& +he& (!#pare' t! the

USA/ The I&'$a& 'a$r* $&')tr* pr!'(t$!& $) e)t$#ate' t! have r$)e& "r!# a l!+ !" 6

#$ll$!& t!&) t! 8@ #$ll$!& t!&)

Th!h !r (!&tr* ha) 6@ !" the t!tal +!rl' ar$(ltre a&$#al)2 *et the pr!'(t$!&

!" #$l% $) !&l* K/@ !" the +!rl' pr!ra##e/ I&'$a $) the )e(!&' lare)t p!plate' (!&tr*

a&' the (!&)#pt$!& !" #$l% $) al)! h$h/ I& !r'er t! #eet the re0$re#e&t) !" the pe!ple the

!perat$!& "l!!' pr!ra##e' +a) 'evel!pe'/

16


17/92

I& ever* @ *ear pla& e#pha)$) $) eve& $ve& t! ar$(ltre al)! +h$(h $&(l'e)

"ar#$&2 'a$r*$& et(/ I& I&'$a the )tate $& +h$(h the pr!'(t$!& #$l% $) h$h $& G>arat/ It $)

e)t$#ate' that the per (ap$ta (!&)#pt$!& !" ever* I&'$a& $) 11 ra#) ,t the #$&$##

re0$re#e&t "!r !!' health $) 61 ra#) per 'a*/ It $) al)! e)t$#ate' that the (!&)#pt$!&

+!l' ,e K9/9 #$ll$!& t!&) $& th$) *ear/ There"!re2 $t $) &e(e))ar* t! 'evel!p 'a$r* "ar#$&

$& I&'$a/

CHATER-

17


18/92

COMANY ROFILE OF VISA:HA DAIRY

BAC:GROUND

V$>a*a V$)a%ha M$l% r!'(er) C!#pa&* L$#$te'/2 V$)a%ha 'a$r*2 V$)a%hapat&a# $&

A&'hra ra'e)h2 $) hav$& the$r pr!(re#e&t !perat$!&) $& C!)tal A&'hra '$)tr$(t)2 V$./2

Sr$%a%la#2 V$.$a&aara#2 V$)a%hapat&a# $& Ea)t G!'avar$ a&' Sale) !perat$!&) a(r!))

I&'$a/

The 'a$r* +a) )tarte' $& the *ear 178 +$th ha&'l$& (apa($t* !" 1 l$ter) per 'a* $&

V$)a%hapat&a# &'er (!!perat$ve a(t +$th #$l% pr!(re#e&t !perat$!&) $& @ v$llae)/ N!+

the Da$r* $) pr!(r$& the #$l% "r!# 6899 v$llae) $& C!)tal A&'hra area) ,* )erv$& 62

8276@ #$l% pr!'(er)/

The Da$r* +a) (!&verte' t! #tall* A$'e' C!!perat$ve A(t-177@ I the *ear 1777 a)

Sr$v$>a*av$)a%ha D$)tr$(t M$l% pr!'(er) Mtall* A$'e' C!!perat$ve U&$!& a&' the Da$r*

+a) (!&verte' t! C!#pa&* A(t-17@K +$th e""e(t "r!# K-1-6K a) Sr$ V$>a*a V$)a%ha

M$l% r!'(er) C!#pa&* L$#$te'/ The r!(re#e&t a&' r!'(t$!& raph r!+th $)

$&(rea)$& *ear a"ter *ear +$th #!re part$($pat$!& !" the rral "ar#er)/ N!+ the V$)a%ha

Da$r* $) !&e !" the "a)te)t r!+$& M$l% M$l% r!'(t) Ma&"a(tr$& !ra&$.at$!&)/

At pre)e&t +e have t!tal &!/ !" 1@ M$l% B!!th)2 !t !" +h$(h 91 !tlet) are )ell$& #$l%

a&' #$l% pr!'(t) r!&' the (l!(%/


19/92

a&' T&$ al)! $& Ea)t G!'avar$ D$)tr$(t/


20/92


21/92

"ll* $&"ra)tr(tre +$th H$-Te(h e0$p#e&t !" +!rl' (la)) 0al$t* t! pr!v$'e ,e)t #e'$(al

(are/ :r$)h$ Tr)t H!)p$tal $) )$tate' $& a 0$et a&' )ere&e pla(e $& Sheela&aar a+a* "r!#

the &!$)e a&' p!llt$!& !" the ($t*/

EDUCATION ?

Tr)t pr!v$'e) the re)$'e&t$al e'(at$!&al "a($l$t* +$th ),)$'$.e' rate) "!r V$)a%ha 'a$r* #$l%

pr!'(er) a&' e#pl!*ee;) (h$l're&;) e&eral p,l$( al)!/ It pr!v$'e) "ree e'(at$!& t!

!rpha&) re(!##e&'e' ,* the l!(al v$llae hea') a) +ell a) t! (h$l're& +h! are ,el!+

p!vert* level/

r!v$'$& E'(at$!& "r!# r$#ar* Level t! J&$!r C!llee Nr)$& C!llae/ C!#pter

e'(at$!& $) pr!v$'e' "r!# r' (la)) !&+ar')/ !r ta)% !" the Tr)t $) $'e&t$"*$&2 tra$&$&2 pr!v$'$& e#pl!*#e&t t! +ea%er )e(t$!&) that

are &!t hav$& a&* )pp!rt "r!# the )!($et*/ H$ther the Tr)t ha) pr!v$'e' e#pl!*#e&t

'$re(tl* a&' $&'$re(tl* t! pe!ple/

21


22/92

r!v$'$& E#pl!*#e&t t! h*)$(all* Ha&'$(appe'2 ever* Year ,* (!&'(t$& $&terv$e+)

+$th (!!perat$!& !" V$)a%ha 'a$r*/ r!v$'$& e#pl!*#e&t t! +!#e&2 +h! are ph*)$(all*

a,)e' ,* the$r "a#$l* a&' +h! have &! !ther )!r(e !" l$v$&/

ORGANIQATIONAL STRUCTURE?

Ora&$.at$!&al )tr(tre #a$&l* re"er) t! the relat$!&)h$p a#!& the var$!) !)$t$!&) that

#)t +!r% t!ether t! "l"$ll (erta$& r!te)/

The V$)a%ha Da$r* ha) a (e&tral$.e' !ra&$.at$!& )tr(tre +$th a !!' (!##&$(at$!&

)*)te# /There $) $##e'$ate "ee',a(% at ever* )tae/ Cha$r#a&2 B!ar' !" D$re(t!r)2 e&eral

Ma&aer2 Sr/Ma&aer2 Ma&aer2 Jr/Ma&aer a&' Sperv$)!r* )ta""2 lea') !ra&$.at$!&al )etp

$& V$)ha%a Da$r*/

22


23/92

ORGANISATION CHART OF VISA:HA DAIRY

B!ar' !" Ma&ae#e&t

23

Field

operation

Plants

project

Marketing Finance

accounting

Personal Mis Ciil

project


24/92

FUNCTIONAL DEAARTMENTS OF DAIRY

MAR:ETING DEARTMENT

Mar%et$& 'epart#e&t $& a&* !ra&$.at$!& pla*) a v$tal r!le V$)ha%a D$ar* $) hav$&

e""$($e&t Mar%et$& 'epart#e&t a)

P The "$r)t a&' "!re#!)t >!, !" the Mar%et$& per)!&&el $)

I'e&t$"$(at$!& !" (!&)#er)2 !" the$r pr!'(t) /Th$) (a& ,e '!&e thr!h Mar%et )rve*)/

P Al!& +$th $'e&t$"$(at$!& !" the ()t!#er)2 the Mar%et$&

er)!&&el ha) t! $'e&t$"* the &ee') !" the ()t!#er) $/e/ +hat are the "eatre)2 0al$t* a&'

)$.e)2 pr$(e are e5pe(te' "r!# the pr!'(t/

P Ne5t $#p!rta&t "&(t$!& $) the e&erat$!& !" the B)$&e)) /Th$)

"&(t$!& (a& ,e '!&e ,* e'(at$& the ,*er) a,!t var$!) "eatre) a&' a'va&tae) !" the

Da$r* pr!'(t) a) (!#pare' t! (!#plet$!& pr!'(t) a&' e5pla$& the (!)t ,e&e"$t) a&'

24

Production !ngineering "

#aintenance

$ps %ualit&

control

'ispatc(


25/92

0al$t$e) at the pr!'(t /Th$) (a& ,e '!&e thr!h )$& var$!) )ale) pr!#!t$!& t!!l) )(h a)

'$)(!&t (!p!&)2 pr!#!t$!&al letter) a&' a'vert$)$& thr!h var$!) #e'$a a&' thr!h

'$re(t Mar%et$&/

P The &e5t ta)% !" the Mar%et$& Dept $) t! )ppl* the pr!'(t a((ratel* at r$ht t$#e/

S$.e !" the #ar%et?

The )$.e !" the M$l% Mar%et $) ver* +$'e/ re)e&tl* the M$l% $) ava$la,le $& var$!) ,ra&') $&

the #ar%et/ The Da$r*) M$l% $) hav$& a #ar%et )hare !" 8@ ,* #a$&ta$&$& !!' 0al$t*

a&' (!)t +he& (!#pare' t! !ther (!#pet$t!r) pr!'(t)

Mar%et Se#e&tat$!&?

e!ple l$v$& $& the '$""ere&t pla(e) #a* var* $& the$r ,*$& &atre !" the )a#e pr!'(t/ The

'a$r* )e#e&t$& the M$l% Mar%et ,* )ell$& #$5e' M$l% !&l* $& Sr$%a%la# a&' t!&e'+h!le #$l% $& all !" $t) #ar%et/

Mar%et$& I&"!r#at$!&

V$)ha%a Da$r* ha) app!$&te' e""$($e&t #ar%et$& per)!&&el "!r (!lle(t$& all the #ar%et$& !"

$t) pr!'(t) a&' $t) (!#pet$t!r) r!'(t)/

r!'(t 'evel!p#e&t?

r!'(t 'evel!p#e&t $) the $#p!rta&t ta)% !" 'a$r* /The Da$r* +$ll +at(h the 'a* ,* 'a*

'evel!p#e&t $& M$l% #ar%et a&' #a%e &e(e))ar* (ha&e $& $t) pr!'(t #$5 t! #eet the

re0$re#e&t !" the ,*er)/ The 'evel!p#e&t #a* ,e relate' t! the 0al$t*2 )$.e /Featre)

pa(%$& !" e5$)t$& pr!'(t) !r the 'evel!p#e&t !" &e+ pr!'(t /I& th$) pr!(e))2 V$)ha%a

Da$r* re(e&tl* 'evel!pe' )%$##e' M$l% p!+'er2 +h$(h +a) $&tr!'(e' $& the #ar%et +$th

V$)a%ha Da$r* Bra&' &a#e/

25


26/92

Cate!r* !" r!'(t)?

V$)ha%a Da$r* pr!'(t) +ere (ate!r$.e' $&t! t+! t*pe)

$ M$l% $$ M$l% r!'(t)/

G!vere&t p!l$($e) a&' Le$)lat$!&)?

The !vere&t ha) ,ee& )pp!rt$& the V$)ha%a Da$r* thr!h #a&* +a*)/ The

G!vere&t '$' &!t lev* a&* ta5e) !& the M$l% )ale)/ Bt !ther pr!'(t) +ere lev$e' ta5e) a)

per G!vere&t &!r#) a&' le$)lat$!&/

D$)tr$,t$!& !l$($e)?

V$)ha%a Da$r* a'!pte' var$!) '$)tr$,t$!& p!l$($e) $& !r'er t! $&(rea)e the ava$la,$l$t* !"

M$l% t! the (!&)#er)/ Thr!h +$'e '$)tr$,t$!& &et+!r%2 the Da$r* $) e5per$e&($& a reat

re)p!&)e $& $t) )ale) tha& $t) C!#pet$t!r)/ The #a>!r '$)tr$,t$!& (ha&&el) that the "$r# ha)

ta%e& p are?

Sale) thr!h parl!r) a&' M$l% )ale) p!$&ter

D$re(t Sale) t! B*er) +h! are ,*$& the M$l% $& lare 0a&t$t$e) )(h a) h!)tel)2 lare

h!tel) et(/

D$re(t )ppl* t! !ther )tate) )(h a) Or$))a a&'


27/92

Da$r* $v$& $&(e&t$ve) (!##$))$!& t! the parl!r) ae&t) a) /1 !& the M/R// per the

,el!+ pr!'(t)2 et(/

FINANCE DEARTMENT

The "$&a&($al 'e($)$!&) pla* a v$tal r!le $& a&* "$r#2 )! that $t $) e))e&t$al t! )et p a& e""$($e&t

a&' e""e(t$ve !ra&$.at$!& "!r #a$&ta$&$& "$&a&(e "&(t$!&)/ V$)a%ha (!-!perat$ve Da$r* ha)

a "$&a&(e 'epart#e&t2 +h$(h $) '$re(tl* &'er the t!p #a&ae#e&t /The "$&a&(e 'epart#e&t

+!r%) &'er the Ma&aer F$&a&(e/

Mar%et )hare?

At pre)e&t V$)a%ha 'a$r* $) hav$& a #ar%et )hare !" a,!t 8@/

RODUCTION LANNING?

r!'(t$!& pla&&$& $) !&e !" the #a$& "&(t$!&) !" the pr!'(t$!& 'epart#e&t/ It (a& ,e '!&e

&'er the pr!'(t$!& #a&aer/ The "&(t$!& !" pr!'(t$!& pla&&$& $&v!lve) the 'e($)$!& !"+he&2 +hat2 h!+ a&' h!+ #(h t! pr!'(e !!')/

r!'(t$!& C!&tr!l?

O&(e the pla&) "!r pr!'(t$!& are prepare'2 the &e5t ta)% $) t! (!&tr!l the pr!'(t$!&/ Th$) $)

e))e&t$al $& !r'er t! #eet the 'e#a&' "!r the pr!'(t/ M!re!ver the pr!'(t$!& 'epart#e&t

#a$&ta$&) the 0al$t* !" the pr!'(t) thr!h "!ll!+$& 0al$t* (!&tr!l ,* ta%$& the )tep) t!

#$&$#$.e the e""e(t$ve +!r% al!& the a,!ve "&(t$!&)/ The pr!'(t$!& 'epart#e&t al)!

(!&tr!l) the $&ve&t!r* a&' #ea)re the a#!&t !" +!r% '!&e/ The pr!'(t$!& 'epart#e&t !"

V$)a%ha 'a$r* "!ll!+$& all the a,!ve pr!'(t$!& "&(t$!&) )(h a) #a$&ta$&$& !!' 0al$t*

thr!h 0al$t* (!&tr!l )$.e !" pr!'(t$!&2 +h$(h $) )""$($e&t "!r 'e#a&' +$th 'e#a&'

pr!'(t$!& (!&tr!l a&' ha&'l$& the #ater$al) $& a& e""$($e&t +a*2 +h$(h $& tr& re'(e) the

pr!'(t$!& (!)t

27


28/92

r!'(t$!& pr!(e))?

I& V$)a%ha 'a$r*2 the pr!(e)) !" pr!'(t$!& )tart) +$th re(e$v$& !" #$l% "r!# var$!)

)!($et$e)/ A"ter re(e$v$& the #$l%2 +e$ht !" #$l% (!+) a) +ell a) ,""al!) #$l% +$ll ,e

#ea)re' al!& +$th $t) "at/ The& the #$l% $) t! pa)ter$.e' $/e/ (!!l$& a&' heat$&/

The #$l% $) (!!le' $& (h$ller at a te#peratre ,et+ee& KC t! 1C/ A"ter (h$ll$& the #$l%

+$ll ,e )t!re' $& three )t!rae ta&%) !" (apa($t$e) !" 1@ Ltr)2 2 Ltr) 2 l$ter)/

Th$) #$l% $) the& pa))e' t! ,ala&(e ta&%)/ The& the #$l% $) pa))e' t! a)ter$.er #a(h$&e/ I&

pa)ter$.er2 the #$l% +$ll ,e heate' "$r)t at 8@C the& at 9@C a&' "$&all* at a te#peratre

,el!+ @ thr!h three pa)ter$.er) !" (apa($t* 82 l$ter) per h!r2 72 lph t! 1@2

lph/

a)ter$.e' #$l% +$ll ,e )t!re' $& )$5 )t!rae ta&%) !" '$""ere&t )t!rae (apa($t$e) l$%e 1@2

Ltr)2 2 Ltr)2 2 Ltr)2 a&' K2 Ltr)/ F$&all* the pa(%ae )e(t$!&/ The e5tra "at +$ll

,e re#!ve' "r!# the #$l% ,e"!re pa))$& t! the pa(%ae )e(t$!&/ Th$) "at )eparat$!& (a& ,e

'!&e +$th "at )eparat!r/


29/92

Re)ear(h Devel!p#e&t?

V$)a%ha 'a$r* $) al+a*) )tr$v$& "!r &e+ pr!'(t 'evel!p#e&t a&' al)! tr$e) t! 'evel!p

e5$)t$& pr!'(t)

GRO


30/92

1 MCC ar)$pat&a# V$)a%hapat&a# @

6 MCC V$.$a&aara# V$.$a&aara#

MCC Ra#,a'rapra# Sr$%a%la# @

9 MCC Sr$%a%la# Sr$%a%la# @

@ MCC T&$ lea)e Ea)t !'avar$

K MCC :a%$&a'a lea)e Ea)t !'avar$ @

Bl% (!!l$& (e&ter)?


31/92

LAST TEN YEARS SALES OF MIL: MIL: RODUCTS IN VCD

31


32/92

art$(lar 1777- 6-

1

61-

6

66-

6-

9

69-

@

6@-

K

6K-

8

68-

M$l% )ale) $&

l$ter)'a*

averae

18 1@69@ 1@ 18

66K 6@

K

67K

8

66K 8818

9

7@189

r!'(t)

Ghee $& %) 8@@K 11@1@@ @96@ 86@K

7

967 9@

9

@96@7

6

9617 86

9

@

S#p $& %) 1K17 161@9 6K 1197

@

8@ 91

@K1@

179K 1@896 1K9@

D!!'$pa'a 6@78 68 1 9K1 @K 81K8 1811 6@1 766 7@6

S"# 6#l

,!t

6886 671@6 @8K@K 81K8

K

11@

18

68

6686

716 9@81

6

9K1

Btter #$l% 18K8 6@688 67@@

999

@K

@7@

@

K68

8

178K

8

6K

679@

@

Cr' $& %) @K7@ 11K6 76 79K @K 1678

1

1@@7K

7

678K

@

99

81

9@@

1

a&&$er $&%)

187 6K77 9K97 1K7K 1@K K8 K6K6 186 1K9@9

1@98

R!)e #$l% 6@ 69 6@ @ @@6 @69 88

Uht #$l% 1@6

@

91K@

7

@877@9

9

Tp "lav!re'

#$l%

8@617 K7 K9


33/92

Cr' ,l%? 1%2 6%2 %2 a&' 9%

MAJOR ROJECTS?

!+'er pla&t?

A) the re($p$e&t) !" #$l% e5(ee'e' the 622 l$ter per 'a* (apa($t* a&' the pea%

pr!(re#e&t +a) rea(he' t! the level !" 62192 l$ter 'r$& the 17762+herea) the l!(al

l$0$' #$l% )ale) $& a,!t )ale) $& a,!t 122 l$ter per 'a* a&' $& !r'er t! (!&vert the

)rpl) #$l% $&t! #$l% p!+er2 a #$l% p!+er "a(t!r* +$th a (apa($t* !" 1 MT per 'a* +$th a

(apa($t* !tla* !" R)/ 8/ (r!re) +a) (!&)tr(te' a&' )tarte' (!##$))$!&$& "r!# #a*2

177/

Uht pla&ta)ept$( pa(%$& )tat$!&?

$(e pa(%$&2 a& a)ept$( pa(%a$&

)tat$!& UHT pla&t +a) e)ta,l$)he'/

M$l% p!r(h "$ll$& &$t-II

A) a pre)e&t 6/ la(% l$ter !" #$l% $) ,e$& pa(%e' $& p!(he) t! #eet the l!(al )ale)

'e#a&' +$th (!&)$'era,le (!&)tra$&)/ The e5$)t$& #$l% (!l' )t!rae (apa($t* $) l$#$te' t! the

#$&$## (apa($t* !" 8-lt/!&l* /$t $) al)! re0$re' re&!vat$!&/ :eep$& $& v$e+ !" the

"tre !" the 'e#a&'2 $t +a) pr!p!)e' t! )tre&the& the p!(h "$ll$& "a($l$t$e) t! pa(% p t!

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6/@ la%h l$ter) !" #$l% per 'a*+$th )""$($e&t #$l% (!l' )t!re a&' re0$re' re"r$erat$!& pla&t

+$th a& !t la* !" R)/6@K la%e)

r!(re#e&t?

Th$) &$!& $) pr!(r$& #$l% th!h a &et+!r% !" pr$#ar* #$l% pr!'(er) (!-!perat$ve

a&' 8KK &re$)tere' (e&ter) a(r!)) three '$)tr$(t)/ The averae 'a$r* pr!(re#e&t !" th$)

&$!& 'r$& 68-6 $) @ la%h) /th$) $) a&!ther v$tal a(t$v$t* $#ple#e&t +$th l!& v$)$!& t!

$#pr!ve the #$l% pr!(re#e&t a part "r!# pr!(r$& the 'a* ava$la,le )rpl)/

STRENGTHS?

V(' #!t$ve) 8 *ear !" the (!&)#er !" V$)a%hapat&a# la (!&)#er v$)a%ha #$l%/

E""$($e&t pr!(re#e&t a&' ph*)$(al '$)tr$,t$!& )*)te#)/Relar pr!#pt a&' t$#el* )ppl* !"

#$l% a&' #$l% pr!'(t) at $t) !+& parl!r a&' reta$l !tlet)/


35/92

T!&e' M$l% /@ Ltr) R)/ 11-

H!#!)$&$)e' #$l% /@ Ltr) R)/ 19-

Fll Crea# M$l% /@ Ltr) R)/ 1@-

D!,le T!&e' #$l% /@ Ltr) R)/ 1-

Ra&e !" #$l% #$l% pr!'(t)?

MIL: ?


36/92

CHATER -9

THEORETICAL CONCETS

36


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INTRODUCTION

Cha&&el !" '$)tr$,t$!& $) the #!)t p!+er"l ele#e&t a#!& #ar%et$& #$5 ele#e&t)/

The #a$& "&(t$!& !" th$) ele#e&t $) t! "$&' !t appr!pr$ate +a*) thr!h +h$(h !!') are

#a'e ava$la,le t! the #ar%et)/ It $) a #a&aer$al "&(t$!& a&' he&(e pr!per 'e($)$!&) are t!

,e ta%e& $& th$) #atter ,e"!re (!##er($al pr!'(t$!& ,e$&)/ Th$) $) )! ,e(a)e the

e""$($e&(* !" $t) (ha&&el !" '$)tr$,t$!& $) !"te& +hat )eparate) a )((e))"l "$r# "r!# a&

&)((e))"l "$r#/

THEORETICAL CONCETS

Mar%et$& (ha&&el) are the #!)t (!#pl$(ate' phe&!#e&a e&(!&tere' $& the )t'*!" #ar%et$&/ The* e&(!#pa)) ela,!rate ,ehav$!ral )*)te#) that )all* $&v!lve #a&*

'e($)$!& #a%er) a&' !"te& e5te&' !ver a +$'e e!raph$(al area/ O&e a)pe(t !" the)e )*)te#)

$) the$r (!&)ta&t) $&tera(t$!& the* lea'2 there "!ll!+2 the* (!&tr!l2 the* (!&"l$(t2 the* (!-

!perate/

Th$) #$ht ,e the rea)!& +h* eter D(%er 0al$"$e' th$) "&(t$!& !" #ar%et$& a) a

Dar% C!&t$&e&t;/ IN the pa)t2 th$) a)pe(t ha' &!t re(e$ve' $t) 'e atte&t$!& a&' re(!&$t$!&

$& #ar%et$& pla&&$& )$&(e the '$)tr$,t$!& +a) &!t )all* &'er ta%e& ,* the pr!'(er)/

Later !&2 the pr!'(er) +ere "a($& (erta$& ap); $& the$r '$)tr$,t$!& pr!(e)) re)lt$& $& a&

$#,ala&(e ,et+ee& pr!'(t$!& a&' )ale)/ The* al)! &'er)t!!' that #a&* a pr!'(t2 +h$(h

+a) $&tr$&)$(all* "!!'2 ha' '$e) $& $&"a&(* ,e(a)e $t l$terall* &ever "!&' the r$ht r!a' t! the

#ar%et/ The ap; +a) "!&' !t t! ,e a) "!ll!+)/

1/ C)t!#er) are )all* )(attere'2 +here a) pr!'(t$!& $) (!&(e&trate' $& a "e+ (e&ter)/

Th$) #a* ,e treate' a) )pat$al ap/ Tra&)p!rtat$!& $) )e' t! (!ver p th$) ap a&' $&(l'e)

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all a(t$v$t$e) '$re(tl* (!&(er&e' +$th #!v$& !!') "!r# the pla(e !" pr!'(t$!& t! the pla(e

(!&)#pt$!&/

6/ C)t!#er) #a%e the$r pr(ha)e) at relar $&terval)2 +here a) pr!'(t$!& ha) t! ,e

!ra&$.e' !& (!&t$&e) pr!(e))/ Th$) $) a te#p!ral ap/ I&ve&t!r* 'eal) +$th the)e ap)/

Th$) $&(l'e) a(t$v$t$e) (!&(er&e' +$th h!l'$& !!') ,et+ee& the t$#e !" pr!'(t$!& a&' the

t$#e !" )ale/

/ Ma&"a(trer) !ra&$.e lare-)(ale pr!'(t$!& t! reap ,e&e"$t) !" e(!&!#$e) +herea)

()t!#er) pre"er t! ,* !&l* $& )#all 0a&t$t$e)/ Th$) +!l' &atrall* (reate a ap t! ,e (alle'

per(ept$!&al ap/ Th$) ap $) (!vere' ,* pr!#!t$!&al a(t$v$t$e)/ The* $&(l'e $v$& !"

per())$ve $&"!r#at$!& a&' ,*er) re pr!#pte' at #a%e 0$(% repeal pr(ha)e)/

9/ Ba)$(all* ()t!#er) (a&&!t have "ll $&"!r#at$!& !" pr!'(er) a&' pr!'(t) ava$la,le a&'

&atrall* th$) preve&t) "ree e5(ha&e)/ Th$) #a* ,e 'e)$&ate' a) tra&)a(t$!&al ap/ Th$) $)

the #!)t '$""$(lt ap t! ,e "$lle' p/ Th$) ap (!l' ,e e""e(t$vel* (!vere' !&l* ,* pr!per

'$)tr$,t$!& arra&e#e&t)/

The (!&(ept !" '$)tr$,t$!& a) aap;) !&l* the!ret$(al vale/ Th$) appr!a(h "a$l) t! e5pla$&pla&&$& a&' (!&tr!l a)pe(t) &ee'e' $& (ha&&el #a&ae#e&t;/ F!r e5a#ple2 "!r !&e t*pe !"

pr!'(t a part$(lar (ha&&el +!l' ,e $'eal2 ,t "!r a&!ther t*pe a& alter&at$ve (ha&&el #a*

,e #!re )$ta,le/ I& ,!th (a)e) ap; $) the )a#e ,t '$""ere&t appr!a(he) are &e(e))ar*/

Aa$& the (ha&&el )ele(t$!& e&' (!&tr!l #$ht var* 'epe&'$& p!& the &atre !" ,)$&e))/

M!re!ver2 e5ter&al e&v$r!e&t) (!&'$t$!& '$)tr$,t$!& a(t$v$t$e) a) the #ar%et $) !t)$'e the

,)$&e))/ A,!ve all2 $t )h!l' ,e &!te' that (ha&&el) (h!!)e) "!r the (!#pa&*;)/

r!'(t) $&t$#atel* a""e(t ever* !ther #ar%et$& 'e($)$!& a&' the* $&v!lve the "$r# $&

relat$vel* l!&-ter# (!##$t#e&t) t! !ther "$r#)/ F!r a (!&)#er-!r$e&te' "$r# ever*

(ha&&el repre)e&t) a) ()t!#er) a&' h$) &ee') a&' 'e)$re) #)t ,e (atere' $& "ll/ The ap

appr!a(h there"!re2 +!l' ,e !" &! vale $" the a,!ve "a(t!r$e) +ere (!&)$'ere'/

DEFINITION?

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40/92

/ The $&)t$tt$!&) "a($l$tat$& the ea)* #!ve#e&t !" !!')/

The "$r)t t+! ele#e&t) are '$)())e' $& 'eta$l $& a prev$!) (hapter/ The pre)e&t (hapter 'eal)

+$th the th$r' ele#e&t)/

CHANNEL OBJECTIVES

There $)2 h!+ever2 a #$)(!&(ept$!& that (ha&&el) are per#a&e&t "eatre) !" a

(!#pa&*;) #ar%et$& a(t$v$t*/ Bt th$) '!e) &!t )ee# t! ,e (!rre(t/ Al!& +$th the )h$"t) $&

!verall )trate* !" "$r# (!rre)p!&'$& (ha&e) $& (ha&&el) )*)te# #a* ,e &e(e))ar*/ I&

!ther +!r')2 e5$)t$& tra'e (ha&&el) are &!t a (!&)tra$&t $& the 'e)$& !" #ar%et$& )trate*2

"!r th$) rea)!&2 (ha&&el 'e($)$!&) are $&(l'e' a) a part !" )trate* rather tha& a) part !" the

#ar%et$& !ra&$.at$!&/

The (ha&&el !,>e(t$ve) #a* ,e er!) 'epe&'$& p!& the #ar%et$& a&'

(!rp!rate !,>e(t$ve)/ A "e+ e5a#ple) are #e&t$!&e' ,el!+?

1/ Gr!+th $& )ale) ,* e)ta,l$)h$& '$)tr$,t$!& $& &e+ #ar%et)/

6/ I#pr!ve#e&t)#a$&te&a&(e !" #ar%et )hare/

/ Creat$!& !" a& e""$($e&t (ha&&el )*)te#/

CHANNEL FUNCTION?

I& a&* 'evel!p$& e(!&!#* there $) a& $&(rea)$& e#pha)$) !& )pe($al$.at$!& a&' the

'$v$)$!& !" la,!r/ A) a re)lt !" th$) a ap; et) 'evel!pe' ,et+ee& pr!'(er) a&' )er)/

The pr$#ar* prp!)e !" a '$)tr$,t$ve (ha&&el $) t! ,r$'e th$) ap ,* re)!lv$& )pat$al a&'

te#p!ral '$)(repa&($e) $) )ppl* a&' 'e#a&'/ F!r th$) $rre)pe(t$ve !" the e5te&t !" the)e

'$)(repa&($e)2 (erta$& e))e&t$al "&(t$!&) &ee' t! ,e per"!r#e'/ The)e are?

1/ Tra&)"er !" t$tle t! the !!') $&v!lve'/

6/ h*)$(al #!ve#e&t) "r!# the p!$&t !" pr!'(t$!& t! the p!$&t !" (!&)#pt$!&/

/ St!rae "&(t$!&/

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9/ C!##&$(at$!&) !" $&"!r#at$!& (!&(er&$& the ava$la,$l$t*2 (hara(ter$)t$() a&' pr$(e !" the

!!') $& tra&)$t2 $&ve&t!r* a&' !& pr(ha)e/

@/ Mar%et$& (reate) var$!) t$l$.e9 t! the pr!'(t)/ M!)t !" t#!)t the)e t$l$t$e) are2 $&

"a(t2 (reate' ,* per"!r#$& the "&(t$!&) !" ph*)$(al '$)tr$,t$!& pr!#ptl* a&' e""$($e&tl*/

Cha&&el) !" '$)tr$,t$!& help t! #!ve !!7') "r!# !&e pla(e t! a&!ther he&(e2 the* a''

pla(e t$l$t* the* ,r$& !!') t! the (!&)#er +he& the (!&)#er $& a (!&ve&$e&t )hape2

&$t2 )$.e2 )t*le a&' pa(%ae2 He&(e the* a'' (!&ve&$e&(e vale/ The* #a%e $t p!))7h,el "!r

the (!&)#er t! !,tK0$& !!') at a pr$(e he $) +$ll$& t! pa*2 a&' &'er a (!&'$t$!&) ,r$&

h$# )at$)"a(t$!& a&' pr$'e !" !+&er)h$p he&(e2 the* a'' p!))e))$!& vale/

The $#p!rta&t !" th$) "&(t$!& var$e) 'epe&'$& p!& the &atre !" the !!')

the#)elve)/ F!r e5a#ple tra&)p!rtat$!& a&' )t!rae te&' t! pre'!#$&ate $& the (a)e !" ,l%*

ra+ #ater$al) )(h a) (!al2 petr!le# pr!'(t) a&' $r!& !re2


42/92

Cha&&el !" '$)tr$,t$!& re"er)2 pr$#ar$l*2 t! the #$''le !r $&ter#e'$ar* #ar%et$&

$&)t$tt$!&)2 +h$(h per"!r#) (erta$& #ar%et$& "&(t$!&/ M!re tha& per"!r#$& the "&(t$!&)

the)e $&)t$tt$!&) tr* t! a$& a((e)) t! the taret #ar%et/

HYSICAL DISTRIBUTION

h*)$(al '$)tr$,t$!& !& the !hKer ha&'2 (!&(er&) +$th #ater$al a)pe(t) !" the "l!+

!" !!') t! the (!&)#er)/ It $&(l'e) tra&)p!rtat$!&2 )t!rae2 +areh!)$&2 pa(%$& et(/ $t $)

a te(h&$(al "&(t$!& $& the )e&)e that $t e&)re) ava$la,$l$t* !" pr!'(t at the r$ht t$#e 2 at the

r$ht pala(e a&' $& the r$ht "!r#/ The ter# $) )e' !"te& $& a ,r!a' )e&)e t! $&(l'e

(ha&&el) !" '$)tr$,t$!& al)!

:INDS OF CHANNEL MEMBERS

The (ha&&el !" '$)tr$,t$!& $&(l'e) the !r$$&al pr!'(er the "$&al ,*er a&' a&*

#$''le#e& +$ther +h!le)aler !r reta$ler/ The ter# #$''le#e& re"er t! th!)e $&)t$tt$!&) !r

$&'$v$'al ) $& the (ha&&el2 +h$(h e$ther ta%e t! the !!') !r &e!t$ate !r )ell $& the (apa($t*

!" a& ae&t !r ta%e& ,r!%er/ Th) "r!# the #ar%et$& p!$&t !" v$e+ the #$''le#e& a&'

$&ter#e'$ar$e) are the )a#e/ ON the )a#e ,a)$) !" ta%$& t$tle t! !!') the)e #$''le#e& are'e($'e' $&t! #er(ha&t #$''le#e& a&' ae&t #$''le#e&2 #er(ha&t #$''le#e&2 !,v$!)l*

ta%e a t$tle a&' later a""e(t )ale) !& the$r !+& a((!r'/ Ae&t #$''le#e&2 !& the (!&trar* '!

&!t ta%e t$tle t! !!')2/ The* )$#pl* et a& !r'er "r!# the ,*er a&' pa)) $t !& t! the

pr!'(er a&' )eller the* are al)! %&!+& a) 3"&(t$!&al #$''le#e&4/ ON the ,a)$) !" the

p!)$t$!& !" the #$''le#e& $& the (h&,&e9l !" '$)tr$,t$!&2 the* are al)! (la))$"$e' $&t!

+h!lel)alee@r) a&' reta$ler)/


43/92

6/ BRO:ERS?

Ae&t) +h! '! &!t have '$re(t ph*)$(al (!&tr!l !" the !!') $& +h$(h the*

'eal/ The* repre)e&t e$ther the ,*er !r the )eller $& &e!t$at$!& pr(ha)e) !r )ale) "!r the$r

pr$&($pal/ The ,r!%er;) p!+er) a) t! pr$(e) a&' ter#) !" )ale are )all* ,* l$#$te' the$r

pr$&($pal)/

/ DEALERS?

F$r#) that ,* !r re)ell pr!'(t) t e$ther reta$l !r +h!le)ale ,a)$)

9/ DISTRIBUTORS?

It $) a e&eral ter# )e' t! #ea& +h!le)aler)/

@/ JOBBERS?

Th$) ter# $) +$'el* )e' a) a )*&!&*# !" +h!le)aler) !r '$)tr$,t!r)/ The ter#

$) al)! )e' $& (erta$& tra'er) a&' l!(al$t$e) t! 'e)$&ate )pe($al t*pe) !" +h!le)aler)/ The*

are )all* "!&' $& )t!(% #ar%et)

K/ RAC: JOBBERS?

A !,,er2 )all*2 ,t &!t al+a*)2 pt h$)

#er(ha&'$)e $& the )t!re !" the reta$ler !& (!&)$e&t/ Ra(% >!,,er) are #!re (!##!& $&

the "!!' ,)$&e))//

8/ RESIDENT BUYER?

A& ae&t !r a per)!& +h! )pe($al$.e) $& ,*$& !& a "ee !r (!##$))$!& ,a)$)2

(h$e"l* "!r reta$ler)/

/ RETAILER?

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A #er(ha&t2 !r !((a)$!&all* a& ae&t2 +h!)e ,)$&e)) $) )ell$& '$re(tl* t! the

lt$#ate (!&)#er/

7/


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46/92

K/ The "$&a&(e re0$re' "!r !ra&$.$& #ar%et$& (!l' pr!"$ta,l* ,e )e' $& pr!'(t$!&

+here the rate !" retr& +!l' ,e reater/

8/ The (h$e" (!&&e(t$!& !" )ell$& $&ter#e'$ar$e) $t t! a))e#,le t! e !!') "r!# a&' #a&*

pr!'(er) $& )(h a #a&&er that a ()t!#er (!l' a""e(t pr(ha)e +$th ea)e/ A((!r'$& t!

#at(h$& pr!(e)) $) &'erta%$& ,* per"!r#$& the "!ll!+$& "&(t$!&)?

C!&ta(t$&? C!&ta(t$& pr(ha)er) !r p!te&t$al !" the pr!'(t/

S!rt$&? B*$& a lare ,er !" pr!'(t) $& lare 0a&t$t$e) a&' the& '$v$'$& a&'

rearra&$& the# $&t! )$ta,le (!#,$&at$!&) "!r the ,*er/

St$#lat$& 'e#a&'? help t! )ell #er(ha&'$)e thr!h per)!&al )ell$& a&' a'vert$)$&

Ma$&ta$&$& $&ve&t!r*? St!(%$& !" !!') at all t$#e) (l!)er t! the pl$ht !" pr(ha)e/

Tra&)#$tt$& #ar%et$& $&"!r#at$!&? )erve) a) (!&'(t $&"!r#at$!& "l!+$& ,et+ee& the#ar%et a&' the #a&"a(trer/

IN )h!rt #$''le#a&2 have t! per"!r# (!&&e(t$!&;; E0al$.at$!&; a&' '$)per)$!&; "&(t$!&)

!" #ar%et$&

/ M$''le#a& (!lle(t) he !r'er) a&' pr(ha)e pr!'(t) $& ,l% "!r# the pr!'(er)/ Th$)

e&a,le) a #a&"a(tre t! &'erta%e lare-)(ale pr!'(t$!&/

7/ The #a$& "&(t$!& !" #$''le#e& $) t! pr!v$'e the (!&&e(t$& l$&% ,et+ee& the pr!'(er)

a&' the$r re)pe(t$ve #ar%et)/

1/ M$''le#a& help) t! )ta,$l$.e the pr$(e t!!/ B* )t!(%$& !!') (!&)ta&t !" !') t! the

#ar%et) $) a))re'/ Th$) e0al$.e) 'e#a&' a&' )ppl* "a(t!r)2 +h$(h )ta,$l$.e) pr$(e) &!t

!&l* $& a )$&2 )$&le #ar%et ,t al)! #a$&ta$&) the )a#e pr$(e level $& all #ar%et)

11/ M$''le#e& (reate pla(e2 t$#e a&' p!))e))$!& t$l$t$e) t! the pr!'(t)/

46


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Th) &'er the pre)e&t (!#ple5 )*)te# !" pr!'(t$!& a&' '$)tr$,t$!& #$''le#e& & appear t!

the $&'$)pe&)a,le a&' $&ev$ta,le/ I&')tr* a&' (!##er(e are )!$l )pe($al$.e' the)e 'a*) that

the pr!'(er) a (a&&!t '! "ll >)t$(e t! ever* #$&te !" pr!'(t$!& a&' '$)tr$,t$!&/ F!r th$)

rea)!&2 the* have )!#e pe!ple )pe($al$.e' $& the '$""ere&t a'>&(t) !" pr!'(t$!& a&'

'$)tr$,t$!&2 )! that the$r e&terpr$)e #* #a* ,e (r!+&e' +$th )((e))/

There +ere &! )(h )pe($al$.e' pe!ple the pr!'(er) +!l' have t! ,e )! ,)* +$th all

'eta$l) !" pr!'(t$!& a&' '$)tr$,t$!& the* +!l' har'l* "$&' a&* t$#e t! 'ev!te the$r

atte&t$!& t! the !ther v$tal re0$re#e&t) !" ,)$&e))/ Th$) pr!p!rt$!& ,e(!#e) all the #!re

'$""$(lt $& a (!#pet$t$ve "$el' +here the 0e)t$!& $) !" the 4Srv$val !" the "$tte)t4 $& )h!rt2

the )erv$(e) re&'ere' ,* #$''le#e& t t! the pr!'(er) a&' (!&)#er) $& e&eral are !"$##e&)e vale=pa

CLASSIFICATION OF MIDDLEMEN

A "e+ %$&') !" )pe($al #$''le#e& !((p*$& the tra'e (ha&&el +ere 'e"$&e' earl$er $& th$)

(hapter/ A pr!per (la))$"$(at$!& a&' '$)())$!& $) #a%$& heret! a&al*.e the$r $&'$v$'al

p!)$t$!& $& the (ha&&el a&' the$r a(t$v$t$e)/


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Spe($alt* +h!le)aler)?

A) the &a#e )e)t) th$) %$&' !" +h!le)aler) have $&tr!'(e' )pe($al$.at$!& $& the +h!le)ale

tra'e/ S(h a +h!le)aler 'eal) !&l* $& !&e #er(ha&'$)e/ Bt +$th$& that l$#$te' l$&e he

#$ht !""er the +h! le ra&e al)! )pe($al$.e $& (!&(e&trat$& !& the pr!'(t) !" a )$&le !r a

)pe($al r!p !" #a&"a(tre)/ Th$) +$ll e&a,le h$# t! et all )pp!rt "r!# #a&"a(trer)

$&(l'$& the )ale) pr!#!t$!&al )pp!rt)=pa

9/ FUNCTIONAL !, $) t! (all !& a&' )ell t!

+h!le)aler) a&' $&')tr$al ,*er)/ A) a rle2 the #a&"a(tre) a&' ae&t '!e) &!t ha&'le

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!!')/ He )e&') the !r'er) t! the #a&"a(trer) +h! $& tr& 'el$ver the pr!'(t) '$re(tl*

t! ,*er)/

" Sell$& ae&t)? l$%e the #a&"a(trer) ae&t) +$ll$& ae&t) )ell "!r the #a&"a(trer) ,t

)all* ha&'le the e&t$re !tpt !" )(h #a&"a(trer)/ The* ta%e !ver the e&t$re #ar%et$&

>!, "!r a (!##$))$!&/ The )ell$& ae&t pr!#$&e&t $& the te5t$le a&' 'r) a&'

phar#a(et$(al $&')tr$e)2 +here #a&* )#all pr!'(er) have t! )ell pr!'(t) "a)t a&' at the

l!+e)t p!))$,le (!)t/

a/ C!&verter)? the* !perate ,!th a) #a&"a(trer) a&' +h!le)aler)/ Bt the$r pr!'(t$!&

!perat$!& +!l' ,e )$#ple2 (!&(e&trat$& #!re !& )ell$&/ Th$) $) "!&' $& te5t$le $&')tr*K2

+here the ra+ (!tt!& $) ,r!ht a&' a"ter '*e$&2 pr$&t$& et(/ "$&$)he' (l!th $) )!l'/ Th$)

%$&' !" +h!le)aler) $) rarel* "!&' $& I&'$a/

,/ A))e#,ler)? the$r )pe($"$(at$!& $) $& the ar$(ltral "$el'/ S!#e are ae&t #$''le#e& a&'

)!#e are #er(ha&t #$''le#e&2 a&' $& #!)t (a)e) the* (!#,$&e ,!th the t*pe)/ The$r #a$&

>!, $) a))e#,l$& !!') "r!# var$!) pla(e)/

CHANNEL MANAGEMENT

The )ele(t$!& !" #ar%et$& (ha&&el )*)te#) ,* #a&"a(trer) $) !&e !" the #!)t (r$t$(al

#ar%et$& 'e($)$!&) t! ,e #a'e/ It $) )trate$( 'e($)$!&/ The !,>e(t$ve !" th$) )trate$( a(t$!&

$) t! pla(e the "$r# a&' $t) pr!'(t) $&t! a #ar%et p!)$t$!& +h$(h $) ver* )a"e/

The (ha&&el 'e($)$!& ha) "ar-rea(h$& (!&)e0e&(e) a&' eve& a""e(t) the #a&"a(tre;) #$5/

F!r e5? the pr!'(er;) "ree'!# !" pr$($& $) l$#$te' ,* the tra'e '$)(!&t arra&e' +$th

re)eller)/ H$) a'vert$)$& a&' )e !" per)!&al )ell$& are $&"le&(e' ,* the r!le !" the

#$''le#e& pr!#!t$& h$) ,ra&')/ Eve& the pr!'(t) "eatre) !r $t) pa(%$& #a* ,e a""e(te'

,* the a))!rt#e&t !" &ee') a&' #er(ha&'$)$& p!l$($e) !" $#p!rta&t )eller)/ C!&)e0e&tl*

the (ha&&el 'e($)$!& repre)e9&t) !&e !" the #!)t $#p!rta&t 'e($)$!&) a #a&"a(trer) #)t

#a%e a&' there"!re2 a 'e($)$!& that 'e)erve) e5te&)$ve a&al*)$) a&' (are"l pla&&$&/

T+! ,a)$( !al) are (!##!&l* p!$&te' !t?

50


51/92

1/ The a(h$eve#e&t !" a )""$($e&tl* ,!ar' pr!'(t ava$la,$l$t* $& the #ar%et/ Th$) +!l'

a))re rea'* e5p!)re !" the pr!'(t t! p!te&t$al ,*er)/

6/ The (reat$!& !" &$&terrpte' tra'$& relat$!&)h$p) +$th the #$''le#e&/ The)e !!') are

!"te& 'e)(r$,e' a) l!&-ra&e !al !" (ha&&el #a&ae#e&t/ O& the ,a)$) !" th$) )h!rt-r&

(ha&&el !,>e(t$ve) are e)ta,l$)he'/ The* are2

A/ C!verae !" e!raph$(al #ar%et) t! e&)re pr!#pt a&' 0$(% 'el$ver*/

B/ C!verae !" $#p!rta&t re)eller) th$) +$ll e&)re pr!'(t ava$la,$l$t* !ver a +$'e area/

C/ C!verae !" per)!&al )ell$& )pp!rt/

D/ E""e(t$ve )ale) pr!#!t$!&/

CHANNEL OTIONS?

The )e(!&' )tae $& the (ha&&el #a&ae#e&t $) t! (h!!)e "r!# a#!& the var$!) a'!pt$!&)

ava$la,le/ The !pt$!&) are #a'e !& the ,a)$) !"

1/ The 'eree !" '$re(t&e)) !r ,er !" level) !" #$''le#e& t! ,e $& the (ha&&el/

6/ The 'eree !" )ele(t$v$t* ,er !" #$''le#e& re0$re' $& a )pe($"$e' area/

/ The t*pe) !" #$''le#e& +hat t*pe) !" +h!le)aler)2 reta$ler) a&' "a($l$tat$!& #$''le#a& are

&ee'e'/

9/ The ,er !" )eparate '$)tr$,t$!& (ha&&el)/

@/ The (h!$(e !" the $&'$v$'al #$''le#e&/

A) p!$&te' !t earl$er (ha&&el 'e($)$!& $) &!t per#a&e&t a&' re0$re) (!&)ta&t evalat$!&2

$#pr!ve#e&t)2 (ha&e) a&' a,!l$t$!& !" (ha&&el alt!ether #$ht ,e(!#e &e(e))ar* $& the

(!r)e !" t$#e/ O& the ,a)$) !" the &atr@e !" pr!'(t) al)!2 the)e (ha&&el) #a* ta%e

'$""ere&t "!r#)/ A (!##!& !" e&eral appr!a(h $) &e$ther "ea)$,le &!r pra(t$(a,le/

A "e+ pra(t$(al h$&t) !& (ha&&el )ele(t$!& are $ve& ,el!+?

51


52/92

1/ I& (a)e +here a #a&"a(trer pr!'(t are "re0e&tl* pr(ha)e) the ,e)t (!r)e "!r h$#

+!l' ,e t! a'!pt '$re(t '$)tr$,t$!&/

6/ Fa)h$!&a,le a&' per$)ha,le (!##!'$t$e) )all* #)t ,e pla(e' $& the ha&') !" "$&al

)eller) a) 0$(%l* a) p!))$,le/ E)pe($all* 'epart#e&tal )t!re) are the ,e)t (ha&&el) $& the$r

(a)e/

/ I& the (a)e !" !!')2 +h$(h re0$re te(h&$(al %&!+le'e !r )%$ll) "!r )ale)2 #a$&te&a&(e2

repa$r)2 et(/the (ha&&el #)t ,e )ele(t$ve $& &atre/ M$''le#e& al)! (!l' ,e )e' pr!v$'e'

the* (!l' !""er the)e )erv$(e) e""$($e&tl*/

9/ G!!') +$th h$h &$t (!)t are )!l' #!re '$re(tl* a&' )ele(t$vel* a) al)! the* ,l% !&e)/

F!r ,ra&'e' a,le pr!'(t)2 #lt$ple )h!p) +!l' ,e the ,e)t (ha&&el)/

@ ,e(a)e !" +$'el* )prea' #ar%et a&' l!+ &$t vale2 the (!&ve&$e&(e !!') #a* ,e

'$)tr$,te' thr!h $&te&)$ve (ha&&el)/

K/ The le&th !" the pr!'(t l$&e +!l' (!#pa(t '$re(t )ale)/ It $) the (a)e +he& ()t!#er)

are (!&(e&trate' e!raph$(all*/

8/ The )h!pp$& !!') are )all* !" h$h &$t vale !" te&' a&' $&v!lve a )t*le ele#e&t

there"!re the* te&' t! )e #!re '$re(t a&' )ele(t$ve (ha&&el)/ The (ha&&el !,>e(t$ve) #)t ,e

#a5$#$.at$!& !" )ale) !!' +$ll a&' (!&tr!l a&' #$&$#$.at$!& !" (!)t)/ The)e !,>e(t$ve) are

!" (!r)e (!&"l$(t$& $& &atre ,* "$&all* 'epe&'$& !& the #ar%et #ar%et$& #$5 re)!r(e)

a&' e&v$r!e&t "a(t!r)/ The* are #!re ! le)) per#a&e&t $& &atre/ A& &'er)ta&'$& !"

the)e "a(t!r) +$ll e&a,le a per)!& t! #a%e a pr!per a&' )ele(t$!& !" (ha&&el "!r h$) pr!'(t/

TYES OF CHANNELS

1/ RODUCER ------- CONSUMER

52


53/92

6/ RODUCER ------- RETAILER ------ CONSUMER

/ RODUCER -------


54/92

Th$) $&(l'e the &atre !" #ar%et

The &atre !" p!te&t$al ()t!#er)

Ge!raph$(al (!&(e&trat$!& !" the #ar%et

Or'er a&' )$.e

C)t!#er ,*$& a&' +ealth

6/ r!'(t C!&)$'erat$!&

a/ U&$t Sale vale

, /Bl% a&' +e$ht

(/ Te(h&$(al &atre !" the pr!'(t

'/ The ,r!a'er the pr!'(t l$&e2 the )h!rter )hall ,e the (ha&&el

e/ I" the pr!'(t $) ()t!# #a%e

/ C!#pa&* C!&)$'erat$!&

A/ F$&a&($al )!&' (!#pa&$e)

B/ De)$re "!r (!&tr!l !" (ha&&el

9/ M$''le#e& C!&)$'erat$!&

a/ Serv$(e)

,/ Ma5$## Sale) v!l#e

(/ Ch!$(e !" )ale)(ha&&el)

@/ C!&)#er C!&)$'erat$!&

54


55/92

a/ C!&)#er9 re0$re#e&t)

,/ C!&ve&$e&t l!(at$!&

SELECTION OF CHANNEL FOR NE< RODUCT?

1/ C!&)#er real$.e) the* +a&t $t/

6/ Are))$ve pr!#!t$!& $) &ee'e'/

/ All p!))$,le e""!rt) +$ll have t! ,e #a'e/

CHANGE IN CHANNELS OF DISTRIBUTION

1/ The 'evel!p#e&t !" ,etter a&' (heaper #ea&) !" tra&)p!rt/

6/ The r!+$& $#p!rta&(e !" ,ra&'e'

/ C!&tr!ll$& !" "a(t) a&' '$)tr$,t$!&

9/ Devel!p#e&t !" reta$l tra'e/

@/ The p!plat$!& r!+th a&' #!ve#e&t +$th$& the (!&tr*/

K/ C!&'$t$!&) !" ,)$&e)) a&' #ar%et (ha&e)/

8/ Re#!'el !r (ha&e !" the "l!+ !" !!')/

55


56/92

CHATER-@

DATA ANALYSIS AND INTERRETATION

56


57/92

BUYING ATTERN OF THE CONSUMERS

B*$& atter& !" (!&)#er)

M$l% B!!th

D!!r Del$ver* 1

:$ra&a )h!p) 69

Dept )t!re) 1

L!(al Ve&'!r) K

arl!r)

INTERRETATION

The a,!ve raph )h!+) the ,*$& patter& !" the (!&)#er)/


58/92

the ()t!#er) ,* the #$l% "r!# %$ra&a )h!p) +here a) K per(e&t !" the ()t!#er) +ere

,*$& "r!# l!(al ve&'!r)/

THE UANTITY OF MIL: USED ER DAY

a&t$t* er(e&tae

@ t! 6 Ltr @

1 t! 6 Ltr 1

Le)) tha& /@ Ltr 6

INTERRETATION


59/92

THE RICE OF MIL: THAT CONSUMERS ARE USING NO!r$t* !" pe!ple +ere ,*$& the #$l% "!r R) 1 per

l$tre/

59


60/92

A


61/92

Al#!)t ever* ()t!#er %&e+ a,!t the #$l% a&' (r' !" V$)a%ha Da$r*/ Btter#$l% +a) the

)e(!&' #!)t %&!+& pr!'(t $/e/2 99 %&e+ a,!t $t/ Flav!re' #$l% +a) %&!+& t! ver* "e+

()t!#er) !&l*/

THE FACTOR THAT MOTIVATES THE CONSUMERS TO BUY THAT BRAND

Fa(t!r er(e&tae

Ta)te0al$t* 8@

Ea)* ava$la,$l$t$e) 1

a(%$& De)$& 8

A'vert$)e#e&t)

75

10 7 8

0

10

20

30

40

50

60

70

80

/aste%ualit& !as& $ailailit& Packing'esign $dertise#ent

Percentage

INTERRETATION

61


62/92

It $) !,)erve' that 8@ per(e&t !" the ()t!#er) (!&)$'er the 0al$t* +here a)1 per(e&t

(!&)$'er ea)* ava$la,$l$t* !" the pr!'(t 2 per(e&t a'vert$)e#e&t a&' 8 per(e&t (!&)$'er

pa(%$&'e)$&/

HAVE YOU EVER USED VISA:HA DAIRY RODUCTS

er(e&tae

Ye) 6

N! 1

62


63/92

INTERRETATION

The t!tal )a#ple )$.e +a) 1@ ()t!#er)2 I& that 6 !" ()t!#er) a&)+ere' that the* have

)e' the V$)a%ha Da$r* pr!'(t)/ Bt !&l* 1 !" pe!ple )a$' &!/

MONTHLY INCOME OF THE CUSTOMER

M!&thl* I&(!#e er(e&tae

1-@ 19

@-1 KK

1-1@ 16

M!re tha& 1@

63


64/92

INTERRETATION

The #ar%et )rve* reveale' the $&(!#e !" the ()t!#er) a) "!ll!+)/KK per(e&t !" the

()t!#er) are ear&$& @ t! 1 th!)a&' rpee) per #!&th2 +here a) 19 are ear&$& 1 t! @

th!)a&' rpee) per #!&th2 1 t! 1@ th!)a&' rpee) per #!&th are 16 /The ()t!#er) +h!

are ear&$& #!re tha& 1@ th!)a&' rpee) per #!&th are /

ARE YOU SELLING MIL: RODUCTS

Op$&$!& N! !" Re)p!&'e&t) er(e&tae

YES 1@ 7

NO 1@ 1

TOTAL 1@ 1

64


65/92


66/92

HO< LONG HAVE YOU BEEN USING THESE MIL: RODUCTS

Year) er(e&tae

1 8

@ 61

18

6 1@

INTERRETATION

Fr!# the a,!ve $t $) !,)erve' that 8 !" reta$ler) are )ell$& V$)a%ha 'a$r* "r!# 1 *ear)2

61 !" the reta$ler) are )ell$& V$)a%ha 'a$r* "r!# "$ve *ear)2 18 !" reta$ler) are )ell$&

V$)a%ha 'a$r* "r!# *ear)2 1@ !" reta$ler) are )ell$& V$)a%ha 'a$r* "r!# 6 *ear)/ S! +e

(!&(l'e' that #a>!r$t* !" the reta$ler) are )ell$& V$)a%ha 'a$r* pr!'(t) "!r the 0al$t*/

66

0

5

10

15

20

25

30

35

40

10 &ears 5 &ears 3&ears 2 &ears

Percentage

Percentage


67/92


68/92


69/92

Fr!# the a,!ve $t $) ev$'e&t that @8 !" Reta$ler) )a* $t $) rea)!&a,le $& pr$(e2+h$le69 !"

Reta$ler) )a* $t $) h$h $& pr$(e a&'7 )a* $t $) l!+ $& pr$(e/

HAS VISA:HA DAIRY ROVIDED ANY COLD CHAIN FACILITIES

Ye) 88

N! 1

INTERRETATION

Fr!# the a,!ve $t $) ev$'e&t that 88 !" Reta$ler) )a* V$)a%ha 'a$r* pr!v$'e a&* (!l' (ha$&

"a($l$t*2 1 !" Reta$ler) )a* V$)a%ha 'a$r* '!e) &!t pr!v$'e a&* (!l' (ha$& "a($l$t*

69


70/92

HO< OFTEN DOES VISA:HA DAIRY MAR:ETING EOLE VISIT YOUR

REMISES

Da$l* 7

Alter&at$ve 'a*) 6

O&(e +ee% 7

T+$(e a +ee% 1

F!rt&$htl* 8

M!&thl* @

70


71/92

INTERRETATION

Fr!# the a,!ve +e (a& ev$'e&t that 7 !" v$)a%ha 'a$r* #ar%et$& pe!ple v$)$t pre#$)e)

'a$l*2 +h$le 6 !& Alter&at$ve) 'a*)2 +h$le 7 !&(e a +ee% a&' 1 t+$(e a +ee% a&' 8

"!rt&$htl* a&' @ #!&thl*/


72/92


73/92

INTERRETATION

Fr!# the a,!ve $t $) !,)erve' that 8 !" the reta$ler) are )at$)"$e' +$th (!##$))$!& !""ere'

,* V$)a%ha 'a$r*/

OUR OINION ABOUT THE RESENT DISTRIBUTION CHANNEL OF VISA:HA

DAIRY

E5(elle&t 61

G!!' 98

Sat$)"a(t!r* 1

!!r 7

!cellent 21

.ood 47

,atisactor& 13

Poor 9

INTERRETATION

73


74/92

I& the a,!ve raph98 !" the reta$ler) are )a*$& that the '$)tr$,t$!& (ha&&el !" V$)a%ha

'a$r* $) !!'261 !" the reta$ler) are )a*$& that the '$)tr$,t$!& (ha&&el !" V$)a%ha 'a$r* $)

e5(elle&t/ I& the a,!ve raph1 !" the reta$ler) are )a*$& that the '$)tr$,t$!& (ha&&el !"

V$)a%ha 'a$r* $) )at$)"a(t!r*/ I& the a,!ve raph7 !" the reta$ler) are )a*$& that the

'$)tr$,t$!& (ha&&el !" V$)a%ha 'a$r* $) p!!r/

HAVE YOU FACE ANY ROBLEMS


75/92

I& th$) #a>!r$t* !" the reta$ler) are &!t hav$& pr!,le# +$th the pr!'(t) !" V$)a%ha 'a$r*/

ARE YOU SATISFIED


76/92

INTERRETATION

I& th$)89 !" the reta$ler) are )at$)"$e' +$th the pr!#!t$!&al )(he#e) !""ere' ,* V$)a%ha

'a$r*/

SECIFY THE MIL: RODUCTS


77/92

Ba'a# #$l% 1

La))$ @

INTERRETATION

The )ale) a&al*)$) !" var$!) Da$r* pr!'(t) )h!+) that98 !" ()t!#er) ,*$& #$l%2 1@

!" ()t!#er ,*$& (r'2 1 !" ()t!#er) ,*$& ,tter#$l%2 1@ !" ()t!#er) ,*$&

,a'a# #$l% a&' @ !" ()t!#er) ,*$& La))$ a&' !ther pr!'(t)/

DO YOU HAVE ANY COLD CHAIN FACILITIES

Ye) K8

N! 6

77


78/92

INTERRETATION

Fr!# the a,!ve $t $) ev$'e&t that K8 !" Reta$ler) have (!l' (ha$& "a($l$t$e) a&' 6

Reta$ler) have &! (!l' (ha$& "a($l$t$e)

HO< DO YOU LACE AN ORDER FOR THE STOC:

Over the ph!&e 8

Se&' a per)!& 68

78

es 67

o 23


79/92

Thr!h )ale) veh$(le) 7

Repre)e&tat$ve !" v'2 C!lle(t) the

$&'e&t

98

INTERRETATION

Fr!# the a,!ve $t $) ev$'e&t that 98 !" reta$ler) )a* that Repre)e&tat$ve !" V$)a%ha 'a$r*

(!lle(t) the $&'e&t2 +h$le 68 )e&' a per)!& a&' 7 thr!h )ale) veh$(le a&' !&l* 8 !ver

the ph!&e/

HO< FAST DO YOU GET THE STOC:

79


80/92


81/92

CHATER-K

F$&'$&)

Se)t$!&)

FINDINGS OF THE STUDY

81


82/92

Ma>!r$t* !" the V$)a%ha 'a$r* '$)tr$,t!r) are )at$)"$e' +$th the pr!#!t$!&al )(he#e) !""ere'

,* the V$)a%ha 'a$r*/

M!re tha& 9!" the D$)tr$,t!r) are )at$)"$e' +$th the (!##$))$!& !""ere' ,* V$)a%ha

'a$r*/

M!)t !" the D$)tr$,t!r) are $v$& pre"ere&(e "!r 0al$t* a&' relar )ppl* a#!& the

var$!) "a(t!r) "!r )ell$& #$l%/

V$)a%ha 'a$r* #$l% pr!'(t) are hav$& #a5$## )ale)/

Ma5$## ,er) !" '$)tr$,t!r) are )a*$& that the* "a(e lea%ae pr!,le# rarel*/

82


83/92

SUGGESTIONS

It +a) !,)erve' that #a>!r$t* !" the pe!ple are ,*$& the #$l% "r!# #$l% ,!!th)/ S! $t;),etter t! $#pr!ve the )erv$(e) t! the ()t!#er) $& #$l% ,!!th)/

M!)t !" the ()t!#er) +ere )$& hal" l$ter per 'a*2 ver* "e+ ()t!#er) +ere )$& #!re

tha& !&e l$ter !" #$l% per 'a*/

Fr!# re)ear(h +e "$&' that #a>!r$t* !" the pe!ple +ere ,*$& the #$l% "!r R) 1 per l$ter /S!

$t;) ,etter t! $#pr!ve the pr!'(t$!& !" #$l% "!r R)/ 1 $& !r'er t! )at$)"*/

Ot !" 1@ )a#ple)2 all the pe!ple +ere a+are !" V$)a%ha Da$r*/ Ne5t t! V$)a%ha Da$r* +a)

the +ell %&!+& ,ra&'/ S! +e "$&' that V$)a%ha Da$r* +a) a +ell %&!+& a&' a &!t$"$e' ,ra&'/

A#!& all the ,ra&') !" #$l% pr!'(t) #a5$## pe!ple +ere )$& V$)a%ha Da$r* pr!'(t)/

A"ter th$) Her$tae +a) the +ell %&!+& a&' (!#pet$t$ve ,ra&' "!r V$)a%ha Da$r*/ I& !r'er t!

#a$&ta$& $t) #ar%et )hare) V$)a%ha Da$r*/ I& !r'er t! #a$&ta$& $t) #ar%et )hare V$)a%ha

Da$r* ha) t! #a$&ta$& $t) 0al$t*/

Ta)te0al$t* +a) !&e !" the "a(t!r) the ()t!#er) t! ,* the part$(lar ,ra&'/ Ea)*

ava$la,$l$t* a&' a'vert$)e#e&t +ere al)! !&e !" the "a(t!r) t! ,* the part$(lar ,ra&'

pr!'(t)/

83


84/92

The #ar%et )rve* (!&'(te' ,* #e ha) revele' that #!)t !" the pe!ple +ere a+are !"

V$)a%ha Da$r* #$l% a&' #$l% pr!'(t)

O&e !" the a'vert$)$& #e'$a "!ll!+e' ,* the V$)a%ha Da$r* +a) pa$&t$&)/ Th$) ha)

!((p$e' a reat p!)$t$!& $& (rat$& a+are&e)) !" the V$)a%ha Da$r* ,ra&'/ S! $t;) &e(e))ar*

t! ta%e (are !& pa$&t$&)/ A''$t$!& t! the)e ,a&&er) +a) al)! pla*$& a& $#p!rta&t r!le a&

$#p!rta&t r!le $& a+are&e)) ,ra&'/ The r!le !" &e+)paper)2 h!r'$&2 pa#phlet) +ere ver*

le))/

84


85/92

CONCLUSION

I&)p$re !" all the a,!ve $&a'e0a($e)2 +h$(h are h$hl$hte' $& the )e)t$!&) the V$)a%ha

'a$r* ha) a !!' ,ra&' $#ae a&' ,ra&' l!*alt* a#!& the ()t!#er)/ All the e#pl!*ee) are

taret-!r$e&te' $& the$r re)pe(t$ve "$el')/ The* (reate' a (!&e&$al +!r%$& e&v$r!e&t a&'

+!r%$& +$th (!-!r'$&at$!& t! a(h$eve the lt$#ate taret) !" the V$)a%ha 'a$r*/

The !ra&$.at$!& )h!l' #!t$vate $t) (!##$))$!& ae&t t! the al#!)t p!))$,le e5te&t t! $t /$t

ha) t! 'evel!p $t) pr!#!t$!& a(t$v$t$e)/ Ne+ #eth!') !" a'vert$)$& $/e/ )$& the #e'$a !"

a'vert$)$& #!re e""$($e&tl* a&' $&&!vat$vel* )h!l' ,e '!&e/ C)t!#er) )h!l' ,e #a'e

a+are !" the pr!'(t #$5 !" V$)a%ha 'a$r* a&' !ther pr!'(t)2 +h$(h the* are )ell$&/

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BIBLIOGRAHY

BIBLIOGRAHY

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Mar%et$& #a&ae#e&t? h$l$p %!ttler

Mar%et$& #a&ae#e&t? Ra#a)+a#* &a#a%#ar$

A ,r$e" &!te !& VC ?$&ter&al re(!r') !" the 'a$r*$&"!r#at$!& athere' th!h $&ter&et

+e, )$te) are?

+++/'$)(!ver#$%/(!/%

+++/ap'a$r*/(!#

+++/'a$r* /(!#

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e)t$!&&a$re

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UESTIONNAIRE TO THE CUSTOMERS

Na#e?

N! !" "a#$l* #e#,er)?

O((pat$!&?

e)t$!&)?

1/


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@/ H!+ +!l' *! ava$la,$l$t* !" pr!'(t) !" v('

a/ G!!' ,/ )at$)"a(t!r* (/l!+

K/ Have *! (!#e a(r!)) !" v('

A/ H!ar'$&) ,/ TV (/ &e+) paper '/ pa$&t$& e/)$& ,!ar') "/ e5,$t$!&)

8/D! *! th$& that a&* )(he#e) are re0$re t! $&(rea)e )ale) I" *e)2 a&*

re(!##e&'at$!&

/D! *! th$& the a') are hav$& re(all rate

A/*e) ,/ &!

7/ Sh!l' #!re $&"!r#at$!& ,e #e&t$!&e' $& a'vert$)$&

A/Ye) ,/N!/

1/H!+ #(h 0a&t$t* !" #$l% '! *! )e 'a$l*

A/16 lt) ,/1 lt) (/1 lt) t! 6 lt) '/ 6 lt) t! lt)

11/


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16/


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Na#e?

la(e?

B!!th ,er?

e)t$!&)?

1/

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