PROJECT RESEARCH REPORT

on
Study of Identifying factors behind decreasing market
share and study of consumer behaviour

SUBMITTED FOR PARTIAL FULFILMENT OF THE

DEGREE

OF

MASTER OF BUSINESS ADMINISTRATION

ACKNOWLEDGEMENT
 TABLE OF CONTENT

Executive Summary
1. Industry Profile
• Company Profile
• SWOT Analysis
• Porter Five Forces Model
2. Literature Review
3. Research Methodology
• Research Problem
• Objective of the Study
• Research Design
• Sampling
• Sample Unit
• Population
• Sample Area
• Sample Size
• Sample Technique
• Data Collection
4. Data Analysis & Interpretation
5. Conclusion & Suggestions
• Advantages
• Limitations
• Suggestions
6. Bibliography
Annexure
 EXECUTIVE SUMMARY

The project was started on 8th of September after knowing all

therelevant information about the different milk varieties
available, under the guidance of Mr.Dhiman Sen
(E.O.Officer).The first part of my project involves the study of
distributors allocated to me Identification of their problem areas
and helping them in order to increase sale. For this I used the
method of personal interviews and questionnaires. At the same

time they were being made aware of the incremental scheme of

Mother dairy for the distributors. Along with the distributors a

study of retailers was conducted to better understand the grievances

and identify the gaps. For this I visited around 50 outlets in the

area ,ie, North and East Delhi and spoke to them. I was also

supposed to find out new retail outlets and convince them to sell

Mother dairy milk by showing them the opportunity of getting

attached with a big FMCG brand like Mother dairy and increase the
customer base. Despite of summer and low demand I was successful

in persuading people and a number of new retail sale points were

developed and the sale was increased. The second part of my

internship was the study of consumer attitude towards Mother dairy
milk or more specifically the factors affecting the decision of

purchase of milk. For this a sample of 200 consumers was taken and
a factor analysis was carried on to find the decision making factors.
 INDUSTRY PROFILE

Need of the study

The project was an attempt to know the reasons behind low

sale of milk of Mother dairy in Delhi. Despite of being the first in
the industry,and having the first mover advantage and the brand
name, the sale has fallen down incredibly due to
competitors like Amul ,Metro dairy , Red Cow and others.
There is a need to revamp the company and position it all over

again in the mind of the consumers. In doing so firstly the

grievances of the distributors and the retailers were required to be

solved in order to encourage them for push sales. Secondly a

study of consumers decision making factors is required in order to

understand their priorities which can be worked upon. For this

purpose a research is to undertaken to find out the market

scenario.

With the help of the responses given by the consumers and data
analysis, the company will be able to understand its strengths,

weakness , opportunities and threats. The survey report submitted by

me will assist the company to take right decisions to increase the

turnover and market share.
Objective of the study

The objectives of the study are the following :-

1. The main objective of this project is to probe the reasons

for decreasing market share of Mother Dairy and to find
out the measures that can be adopted to increase the sales.

2. To study the distribution channel in the retail chain of

Mother Dairy.

3. To identify the issues related to Mother Dairy retailers

and distributors.

4. To get the retailers feedback from specific regions.

5. To add up new retailers in the area.

6. To study Mother Dairy positioning in the mind of the

consumers vis-à-vis competitors.

7. To find out the factors that affect consumers decision to

purchase milk.

8. To find out short term problem in every sub-region that can

be sorted out.

9. Suggesting viable recommendations to be implemented in the

area.
 SWOT Analysis of Mother Dairy

Strengths:

• Strong brand name and reputation: Mother Dairy has a strong

brand name and reputation for quality and reliability,
particularly in the Delhi NCR region where it holds a 62%market
share.

• Diversified product portfolio: Mother Dairy offers a wide range

of products, including milk, dairy products, fruits & vegetables,
edible oils, processed foods, ice cream, bakery products, and
more. This diversification helps mitigate risk and cater to a
wider customer base.

• Strong procurement network: Mother Dairy has a strong network

of procurement centers and relationships with farmers, ensuring
a consistent supply of fresh and high-quality raw materials.

• Extensive distribution network: Mother Dairy has a vast

distribution network covering over 5 lakh retail outlets across
India. This ensures widespread availability of its products.
Weaknesses:

• Limited presence outside Delhi NCR: While Mother Dairy has

a strong presence in Delhi NCR, its presence in other parts of

the country is limited. This limits its overall market reach and
growth potential.

• High dependence on milk: Milk still accounts for a

significant portion of Mother Dairy's revenue. This

dependence on a single product makes the company

vulnerable to fluctuations in milk prices and market

conditions.

• Lower margins in certain segments: Certain segments like

milk and other essential products have low margins, putting

pressure on the company's profitability.

• Limited digital presence: Mother Dairy lags behind its

competitors in terms of digital presence and e-commerce

capabilities. This limits its ability to reach younger

consumers and cater to changing consumer preferences.
Opportunities:

• Growing demand for dairy products: The Indian dairy

industry is expected to grow significantly in the coming
years, driven by rising disposable incomes, increasing
urbanization, and growing awareness of the health benefits
of dairy products.

• Expanding into new product categories: Mother Dairy can

explore new product categories such as nutraceuticals,

organic food, and plant-based alternatives to tap into

growing consumer trends.

• Strengthening its digital presence: Investing in digital

marketing, e-commerce platforms, and mobile apps can help

Mother Dairy reach a wider audience and increase online

sales.

• Expanding its presence in other regions: Mother Dairy can

utilize its established brand name and expertise to expand its

presence in other parts of the country and tap into new

markets.
Threats:

• Competition: Mother Dairy faces intense competition from

other established players in the dairy industry like Amul,
Nestle, and Britannia, as well as from new entrants and
emerging brands.

• Rising input costs: Fluctuations in the prices of milk and

other raw materials can increase production costs and
impact profitability.

• Changes in consumer preferences: Consumers are

increasingly becoming health-conscious and opting for

organic, plant-based, and fortified food products. Mother

Dairy needs to adapt its product portfolio and marketing

strategies to cater to these changing preferences.

• Government regulations: Changes in government

regulations related to food safety, pricing, and

environmental sustainability can pose challenges for the

company.

Overall, Mother Dairy is a strong company with a solid brand

name and a diversified product portfolio. However, it needs to

address its weaknesses in digital presence, operational

efficiency, and limited reach outside Delhi NCR to capitalize

on its growth opportunities and stay ahead of the competition.

 COMPANY PROFILE

Mother Dairy was set up in 1974. Mother dairy Delhi is a

government of West Bengal project, was started

under Operation Flood II of National Dairy Development

Board . It was set up initially to cater to the demand of

the Delhi urban agglomeration spread over the Delhi

Metropolitan area, later it reached out to the consumers of

other districts also. The commissioning of the Dairy
started in July 1978. Initially, the management of Mother
Dairy was looked after by the National Dairy

Development Board . On 24th March 1982 , the then

Honourable Chief Minister Shri Jyoti Basu dedicated

Mother Dairy Calcutta to the rural milk producers and
urban milk consumers of West Bengal.

Mother Dairy is an IS/ISO 9002, IS 15000 HACCP and

IS 14001 EMS certified organization. Moreover, its Quality

Assurance Laboratory is certified by National Accreditation

Board for Testing and Calibration Laboratory (NABL)-

Department of Science and Technology, Government of India.

At Mother dairy milk is produced by mixing raw milk,

white butter and skim milk powder. Skim milk powder is

made by mixing cow and buffalo milk obtained during

breeding seasons through various co-operatives in West

Bengal and converting them into powder in order to store

for a longer period. Raw milk is obtained on a daily basis

from the co-operatives. It is then stored in chilling plants and

transferred to the Mother dairy factory through insulated

tanks. While raw milk is stored in the cold chain at 2°C

skim milk powder and white butter is stored under normal

temperature. This milk is then pasteurised at 78° C in order

to make it free from germs and then it is homogenised.

Mother dairy is presently selling Milk & Milk Products like

Flavoured Yoghurt, Plain yoghurt, Paneer, Ice cream and

Packaged Drinking Water. The entire product mix is shown

below :

MILK
Varieties in Milk :
Sl.No Product Fat Solid not Fat Water
content (SNF)
1 Doble Toned Milk 1.5% 9.0% 89.5%
2 Toned Milk 3.0% 8.5% 88.5%
3 Full Cream Milk 6% 9% 75%
4 Cow Milk 3.5% 8.5% 88%
5 Skimmed Milk 0.5% 9.5% 90%
8
Double Toned Milk

It‟s fresh it‟s pure it‟s co-operative milk with assurance of

Mother dairy. Mother dairy double toned milk - tasty and

nutritious with low fat content. A dream come true , especially

for all the calorie conscious people who love the taste of milk

but are worried of its cream content. Mother dairy double toned

milk complements your daily workout perfectly. So , to

maintain complete harmony between your body and soul

you‟ve got to “fresh and pure”.

Toned Milk

Mother dairy bulk vended token milk – healthy and tasty to the

last drop. Homogenised to evenly distribute the cream content ,

it‟s thicker and a lot easier to digest. It‟s the magic of

homogenisation that makes your kheer thicker and shake

frothier. Fortified with Vitamin A , which not only is good for

your complexion but also helps prevent night blindness. What‟s

more , it gives your children the energy to stay active through

work and play.

Full Cream Milk

Mother dairy full cream milk - wholesome and healthy. Packed

with energy and nutrition thats essential for growing kids. It

makes them stronger from within and keeps them active and

healthy. So before they go to bed , and after they rise give

them Mother dairy full cream milk to keep them healthy and

wise and to see them „grow faster‟.

Cow Milk

Mother dairy‟s cow milk has a yellowish tinge due to presence

of an element called carotene and is a good source of Vitamin

–A,B-12 and Vitamin D. Cow milk is considered to be easily

digestible. Whether poured on breakfast cereal or enjoyed

alone as a cold glass of milk, this can be enjoyed year around.

Skimmed Milk

In skimmed milk , as much of the fat as is possible is

removed , yet it continues to supply all the nutrients that full

cream milk does. The young at heart would particularly find it

a tempting option. So its the best option to remain energetic

and young.

Margin (per ltrs) :

 Sl.No Product Distributor’s Retailer’s MRP
Price Price
1 Doble Toned Milk 19.65 20.00 21.00
2 Toned Milk 20.75 21.10 22.00
3 Full Cream Milk 25.45 25.80 27.00
4 Cow Milk 22.65 23.00 24.00
5 Skimmed Milk 17.65 18.00 19.00

Shelf Life : 2 days under 4°C

Average Daily Sales (in ltrs) : 335000 lakh

Pattern of Sale :

Distribution Network :
 OTHER PRODUCTS

Sl.No Product
1 Mishti Dahi
2 Plain Yoghurt
3 Favoured Yoghurt
a) Vanilla
b) Green Mango
c) Chocolate
d) Pineapple
4 Paneer
5 Ice-cream
6 Packaged Drinking Water

Margin (per 100 gms) :

Sl.No Product Distributor’s Retailer’s MRP

Price Price
1 Mishti Doi 6.50 7.20 8.00
2 Plain Yoghurt 6.50 7.20 8.00
3 Favoured Yoghurt
a) Vanilla
b) Green Mango 6.50 7.20 8.00
c) Chocolate
d) Pineapple
4 Paneer 17.50 18.50 20.00

Shelf Life : Average Daily Sales :

Yoghurt : 8 days under 4°C Yoghurt : 3600 Kgs

Ice-cream : 1 year under -18°C Paneer : 800 Kgs Ice-
Drinking Water : 9 months under normal cream : 1200 kgs
conditions
Distribution Network :
 LITERATURE REVIEW

CURRENT SCENARIO

Mother dairy has a market share of around 33 % in the branded

sector in West Bengal where it sells 3.4 lakh litres of milk daily

on an average and undertakes its marketing operations through

around 51 distributors and around 600 retailers in Delhi itself. It

has a huge advantage over its competitors as it is the only player

when it comes to sale of loose milk through token. Before the

entrance of competitors like Amul ,sale of loose milk through

Mother Dairy booths was around 35 % of the entire sale in

branded segment , when Mother dairy was the only player in the

market. However since last five years the sale is continuously

declining and presently it is just 8-9 %.

Market Share and Performance:

• A 2022 study by Nielsen India reported that Mother Dairy

holds a market share of around 33% in the branded milk

sector in Delhi and NCR.

• Another study by Invest India found that Mother Dairy is

the single largest brand of milk in Delhi, marketing about

2.8 million liters of milk per day.

Supply Chain Management

• Milk Procurement: - Mother Dairy sources its requirement of

liquid milk from dairy co-operatives and producer institutions. Milk

is received from farmer cooperatives through insulated tankers at

2°C temperature in order to retain its freshness.

• Milk distribution: -Tankers in the morning and in the evening bring

in milk from the regional collection centres. After collection

the same tankers are utilized for the delivery of the processed milk

to the distributors. Mother Dairy has about 51 Distributors in the

city of Delhi. Each of these LAD‟s(Local area distributor ) place their

demand by raising an invoice one day in advance. The demand is

also calculated using the „Calendar‟ Scheme, in this depending

on the pre-calculated seasonal demands the outlets place their

orders accordingly. In order to satisfy immediate demand, 20 to 25

tankers are provided with a buffer stock of 500 litres each day so that

they can be mobilized to cater the demand in an area. To coordinate

its operations all the tankers are equipped with HAM radios.
Distribution Channels:

a) Token Distribution: Also, termed as “Lohe ki bhains” (metal

buffalo), is an automated milk vending machine.

b) Distributors: The packaged milk is distributed via the

distributor network throughout the city.

Processing

At mother dairy, the processing of milk is done by process

automation whereby state of the art microprocessor technology is
adopted to integrate and completely automate all functions of the
milk processing areas to ensure high product quality/reliability
and safety. There are four ways of milk processing –

Firstly, Clarification, in which milk is spun at very high speed,

removing all dust particles that are invisible to the naked eye.

Secondly, Standardisation which help to maintain uniformity by

raising or lowering its fat and SNF (solid not fat) percentage to a

desired levels, so as to deliver milk to consumers as per

prescribed PFA norms.

Thirdly, it is Homogenization which improves palatability of milk

and Finally, Pasteurization, which kills all pathogenic bacteria

present in the milk and thus making it safe for consumption.

Quality Control

Stringent quality control methodologies are employed in Mother Dairy.

The milk is tested for adulterations and quality at the time of collection
from the farmers.

a. The Milk that comes from the collection points to the Mother Dairy
plant is ensured to have a temperature of not more than 4°C and is
subjected to 15 product and quality checks.

b. The Milk quality is checked repeatedly after each processing phase

and the temperature is judiciously maintained less than 4°C always.

c. Before the milk leaves the plant for the delivery/distribution outlets
the milk is tested again.

d. The temperature of milk in the delivery trucks is always maintained

less than 4°C.

e. All the trucks that deliver milk have specified guidelines to bring
back 100 litres of milk after distribution. This is done in order to test
the delivered milk and to ensure that the tankers are not adulterated
during distribution.

f. Since all the employed processing procedures are automated,

no contamination by human hands takes place.

g. To ensure milk freshness the collection and distribution points are

always chosen such that the travel time between them is always less
than 36 hours.

Out of the total production about 9% goes directly to the institutions ,23%
is the loose token milk and the rest is distributed through LAD‟s.
 COMPETITOR ANALYSIS

Acronym: Anand Milk Union Limited (AMUL)

Industry: Dairy Cooperatives

Headquarters: Anand, Gujarat, India

Founded: 1946

Products: Milk, Ice Cream, Butter, Ghee, Cheese, Paneer, Curd, Yogurt,

Nutraceuticals, and more

Product

The varieties of Amul milk available in Delhi are :

*Amul Taaza Toned Milk 3% fat

*Amul Gold Full Cream Milk 6% fat
*Amul Slim & Trim Double Toned Milk 1.5% fat
*Amul Tea Special

At Amul skim milk powder is procured from the cooperatives of Gujarat which is
much superior in quality when compared to the cooperatives of West Bengal
leading to better quality of products.

Price

When compared to Mother dairy , the distributors margin of Amul is .50p/ltr

whereas Mother dairy gives .30p/ltr .In case of retailers Mother dairy has
fixed margin in every part of West Bengal .However Amul gives different
margins depending upon the location and sale of the retailer which becomes
a great incentive to sale. The price of the milk to the end consumer is h21o
wever similar to Mother Dairy.

Place

The availability of milk is a major concern among the consumers. Amul with its
vast distribution network has enhanced the market and is responsible for its
growth. Amul has made pouched milk available in almost all suburbs of West
Bengal where we cannot find Mother dairy even today. Mother dairy is not able to
cater to those markets because their size is comparatively small and with the
current retailers and distributors margin there is hardly any profit left to
them because the expenditure is much more.

Promotion

Amul has a great brand image in the mind of the customer. Their
expert marketing and advertising strategies add all the more to the sales.
 RESEARCH METHODOLOGY

Purpose

The purpose of this research is to analyze the operations of Mother

Dairy, identify key challenges faced by the company, and propose

effective solutions to improve its performance and achieve its

strategic goals.

Problem

To find out problem is the first stage of the research

process. It represents translating the management problem into
research problem. It is rightly said, “A problem well defined is
half – solved.”

Consumers have faith in the brand image of Mother dairy, still its

losing share to Amul and other local brands

Objectives

The objectives of the study are as follows:

* Analyze the market share and performance of Mother Dairy in the

Indian dairy industry.
* Evaluate the effectiveness of Mother Dairy's supply chain
management practices.
* Assess the quality control measures implemented by Mother Dairy.

* Examine the marketing and distribution strategies employed by

Mother Dairy.

* Compare and contrast Mother Dairy's performance with its key

competitors.

* Analyze the impact of Mother Dairy's corporate social

responsibility initiatives.

Research Design

To gain a comprehensive understanding of Mother Dairy's

operations, including market share, performance, supply chain

management, quality control, marketing strategies, and corporate

social responsibility initiatives.
SAMPLE

Sampling Frame:

A Sampling frame consists of a list of item from which the

sample is to be drawn.

The sample frame for this research constitutes the customers

visiting retail outlets to purchase milk in North and East Delhi.

Sample Size:

The sample size of the research was 315 individuals.

Methodology:

Initially 25 factors were identified to carry on the survey

through an analysis. This was further cleaned into a list of
questions in a questionnaire (refer annexure). Once framed

and properly fragmented, these were individually filled for a

process of Descriptive Research. A cross-board survey was

undertaken involving consumers of milk in east and north Delhi.
This gave a congregated set of 314 responses which were then

segregated and keyed into SPSS. SPSS was extensively used

to narrow down the factors into components.

DATA INTERPRETATION
Interpretations :

Earlier Mother dairy itself used to distribute milk directly to the

local retailers, the distribution of milk through LAD‟s started

only last year. Since the distributors are new they hardly have

any complain regarding retailers drop out within the year of work.

However sales were largely affected due to competition from other

local brands which are coming up daily with new schemes.

According to the distributors, the margin was not sufficient to meet

their expenses. Their profit remains negligible. Among the

competitors also Mother dairy‟s margin is the lowest. Again there is

no incentive to work hard. The targets given by the company were not

realistic and hence were not achieved.

Their view about the quality of milk is also not satisfactory.

According to them there is no consistency in the quality, which

becomes a major reason of low consumer demand. When it comes to

competitiveness Mother dairy lacks behind many brands and

especially Amul which has captured the market with its mass

advertisements and fine quality of product.

Apart from the survey with the three LADs ,others were also
contacted in order to solve their grievances .The report
prepared is shown below :

After the distributors, the retailers were also interviewed in

the similar manner. About 50 representative retailers were

chosen for the purpose through convenience sampling.

Data Interpretation

30
Interpretations :

During the interview most of the retailers were satisfied

by their sales considering the location and competition in

the market , however few who were not, considered

decreasing quality as a reason of loss of sales apart from

competition with other brands. Also it was witnessed that

their is no competition from local dairy owners because they

have a fairly differentiated market.

According to the majorty the major competitor is Amul , with

its vast marketing strategies , immense brand image and

enormous quality of products, it has successfully captured the

market.However few of the retailers also believed that the

local brands like Red Cow,Thacker dairy,Amrit Fresh,Delight

etc are emerging as great competitors .These brands are new

and are giving huge margins and incentives , which is leading

to push sales.

The margin of amul and Mother dairy is almost same in the

area , however when compared to local brands it is

quiet less. When it comes to competitiveness according

to the retailers Mother dairy is not performing upto the

mark.Their strategies does not meet their competitors. Brands

like Red Cow offer huge discounts to their retailers

whereas Mother dairy has no such schemes.

Thus through applying root cause analysis we can come out

with the main problems of distributors and retailers leading

to decreasing market share. The fish bone diagram

demonstrating the reasons is shown below:

Competition from local brands was one of the most

contributing factor in decreasing market share. The local

brands not only give high margin to the retailers but they also

have great incentive schemes available for them thus

influencing them for higher sales.

Quality is the next major problem. There is no consistency in

the colour or smell of the milk .Milk is judged by its thickness,

which again has the same issue. Many retailers complained that

sometimes the milk has a distinguishable bad smell which annoys

customers. Also there is a concern that the milk gets spoiled very

easily compared to Amul.

Mother dairy has an incentive plan according to which the

distributors are supposed to increase sales incrementally by

1% every month. This target if achieve give the distributors

an incentive of .05p/ ltr on their total sales for the year. In

order to fulfil the target and increase the sale, the distributors

give the retailers a part of their incentive,say .03p/ ltr. But

even then it becomes very hard for the retailers to increase

sale as the demand in the market is limited. Thus in these

cases the only measure left is to increase sale through opening

up of new retail points.

Here we can see the lack of initiative of the distributors

and the company. During the survey it was found that there

were a lot of gaps in the area of the distributors. There was

an unmet demand in the market. The distributors accept that

because of lack of initiative they were unable to meet the

requirements. During my project I identified few of them and

thus new retail sale points were allotted.

 CONCLUSION

This project was about the milk segment of Mother Dairy which due

to intense competition from its competitors is continuously losing

its market share. So in this project different parameters on which

the sale of Mother Dairy depends are studied and analysed from the

distributor, retailer and consumers perspective. The final outcome

of the project is that the parameters which make decision

regarding the purchase of milk are Price , Quality, Smell ,

Taste , Advertisement and Awareness. Milk market is a totally

unpredictable market and the organisation should be over-cautious

of any complaints that come into milk as it includes the

sentiments of a mother for her kid and she would not prefer to

give anything to her kid for which she is not 100% satisfied. So

the company should take every step possible to contain these

problems which in some way or the other affects the sale of Mother

Dairy and its retailers.

 LIMITATIONS

The limitations of the project is as follows :

1. The study was conducted in North and Central Delhi only ,so

the limited area of the study may affect the conclusions.

2. Some of the respondents could not give their proper response

due to lack of time. They at times tend to get biased and

project a rosy picture which may affect the reliability and

relevance of the study.

3. It might also be so that some respondents were not

motivated enough to respond properly although full attempt

was made to keep it as unbiased as possible.

4. There was no provision of visiting cards for the summer

trainees which hinder communication at times.

5. The duration of the project was short, so the scope of

more in-depth evaluation was not possible.

 RECOMMENDATIONS

The recommendations for the company for further growth and profit are as
follows:

 Mother dairy should come up with schemes for customers along with
retailers as it would be a real boost to the sales and also it will help the
company to get back its lost customers 


 During the survey it was found that many of the retailers were
uninterested because they were concerned about the storage of milk.
Instead of refrigerators if dry ice boxes can be supplied free of cost, sale
would be increased. Also it would be economical and convenient. Later,
if the retailer drops out , the box can be collected back. 


 It was seen that the price of the largest selling variety of Mother dairy
which is cow milk is Rs 24/ltr , and the competitor product of Amul is
priced at Rs 25/ltr. Thus the price can be increased and thereby margin of
the retailers can be increased 


 Also it was seen through the survey that price is not a major concern for
the consumers when it comes to a necessity like milk so the price can be
increased by a rupee or two and the quality can be improved 

 Mother Dairy is ISO and HACCP certified. The consumers should be

explained about it through advertisements in order to make them aware 


 The organisation should schedule these kinds of surveys on a more
regular basis as at this point of time Amul is really capturing the market
and the organisation should take viable steps to meet the expectations of
its customers 


 If MD can do certain promotions as its competitor AMUL does, then it
can attract sales. Promotion with the help of boards, hoardings etc. and
also it can advertise in radio 


 It was found during survey that Mother dairy milk gets spoiled quickly,
thus a preservative known as costic which is used by Amul can be applied
to produce milk 
 In order to improve and maintain quality, total quality management
measures should be appointed. It was seen that due to lack of fixed
percentage of raw milk mixed, the quality gets hampered and remain
unsteady. The extra milk procured should be used for production of milk
products which are in short supply and raw milk should be
proportionately used in milk production 


 The smell in milk is because of the usage of skim milk powder beyond a
certain point of time, this should be looked into by the manufacturing
department and alternative measure should be used 


 The company should try to adopt a relatively short period incentive
system in order to make it more friendly and achievable 


 The milk rejected by Mother dairy due to sub-standard is used by other
local dairy owners and hence their quality is much inferior. This should
be advertised 


 Mother dairy should come up with a scheme for consumers like discount
on Mother dairy Ice cream or any other product on supplying empty
pouch packets of Mother dairy milk 


 Differential margin should be given by the LADs to the retailers
depending upon the location and sales 


 LADs should be directed to supply milk to small retailers according to
their preference of time ,sometimes late by 6.30 -7.30 


 LADs should supply milk through cycle vans and small trolleys also like
competitors to areas where trucks cannot go 


 Factory visits helped consumers a lot in understanding the product.LAD
should organize the same with the help of MDC officials 