A

PROJECT REPORT

ON

“RETAILING OPERATIONS OF HERITAGE MILK AT HYDERABAD”

BY

Mr. TAPOSH MANDAL(H.T.226012672070)

PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

OSMANIA UNIVERSITY, HYDERABAD-500007.

(2012-2014)

A

PROJECT REPORT

ON

“RETAILING OPERATIONS OF HERITAGE MILK

AT HYDERABAD”

By

Mr. TAPOSH MANDAL(H.T.226012672070)

MASTER OF BUSINESS ADMINISTRATION

TKR INSTITUTE OF MANAGEMENT AND SCIENCE

(AFFLIATED TO OSMANIAUNIVERSITY)

Medbowli, Meerpet, Saroornagar,

Hyderabad-500097.

(2011-2013)

CERTIFICATION

This is to certify that the Project Report title “RETAILING OPERATIONS

OF HERITAGE MILK AT HYDERABAD” is submitted in partial

fulfillment for the award of MBA Programme of Department of Business

Management, O.U. Hyderabad, was carried out by TAPOSH MANDAL under

my guidance. This has not been submitted to any other University or Institution

for the award of any degree/diploma/certificate.

Name and address of the Guide Signature of Guide

MR.DR.J.VARAPRASAD REDDY

DIRECTOR

TKRIMS

MEERPET,

HYDERABAD - 9

ACKNOWLEDGEMENTS

I wish to take this opportunity to express my deep gratitude to all the people

who have extended this cooperation in various ways during my project work. It

is my pleasure to acknowledge the help of all those individuals.

I express my deep sense of gratitude to for his guidance which enables

me to complete this project successfully.

My heart full thanks to my guide Dr.J.Varaprasad Reddy (Director,

TKR Institute of Management and Science) for providing favorable

environment and support in developing this project.

I am thankful to DR.J. VARAPRASAD REDDY for giving his

valuable guidance to do this work without his effect this would not been

possible.

Finally, I thank my parents for their continuous support and

accomplishment of my project.

D E C L A R A T I O N

I, SATHISH KUMAR AKULA, hereby declare that this project report

titled “RETAILING OPERATIONS OF HERITAGE MILK AT

HYDERABAD” Submitted by me to the Department of Business

Management , O.U ., Hyderabad, is a bonafide work undertaken by me and

it is not submitted to any other University or institution for award of any

degree diploma / certificate or published any time before.

Name and Address of the Student Signature of the Student

ABSTRACT

This Project title “local retailers on Heritagemilk in Hyderabad” aims to find the

consumers preference towards soft drinks and to analyses the perception of consumers

towards HERITAGE MILK and its other brands in carbonated and non carbonated soft

drinks. The project also creates awareness about the product offered by Dairylimted

For the collection of primary data the survey method is used which involve

predetermined question with open ended and close ended questions framed, so as to get the

facts and secondary data collected from journals, internet and companies websites. The

sample size is 100 where it consists of several respondents of different age groups. They

include teenagers, youngsters, middle age group and senior citizens. While analyzing and

interpretation of data sample statistical techniques like average, percentage have been used

for graphical representation simple pie and bar diagrams have been used.

From the study it was found that In Hyderabad competitors like Masqati, Mother

Dairy Vijaya, and private milk product. Among all these Masqati is strongest field

Competitors in the of butter while Vijaya and HERITAGE sell ghee but in The field of

packed milk HERITAGE is leading brand. Masqati is offering more incentives than

Heritage .Masqati has started to offer chilling equipments.

Heritage should change the packing of as it is not attractive and do not seems to be standard

and hygienic. Heritage should make 24hour availability of milk In the market in order to

improve their Sales.

Table of contents

CONTENTS PAGE NUMBERS

List of Tables………………………………………………………………iList of Figures……………………………………………………………..ii

Chapter 1

Introduction 1-5

Introduction

Need & objectives of the study

Scope of the study

Methodology and database

Sample size & Limitations of the study

Chapter 2 6-18

Literature Review

Chapter 3 19-23

Industry Profile

Chapter 4 24-48

Data Analysis & inferences

Chapter 5 49-52

Findings, Suggestions and Conclusion

Chapter 6

BIBLIOGRAPHY and WEBLIOGRAPHY 53

Chapter 7

APPENDICES 54-60

Annexure – Questionnaire

List of figures

S.NO Figures Page no.

1 Hyderabad Producers Cooperative Milk Limited 37

2 Sales of Milk Per Day 38

3 Availability of Milk 39

4 Product Delivery Time 40

5 Margins of Sales 41

6 Behaviors of Driver 42

7 Quality of Heritage Milk 43

8 Customer purchase milk 44

9 Brand used by consumer 45

10 Consumer awareness about Heritage 46

11 Milk consumption in liters 47

12 Reason to choose a particular brand 48

13 Reason for using Heritage 49

14 Reason for not using Heritage 50

15 Mode of purchase 51

16 Response about home delivery 52

17 Response of customer regarding extra charges for home delivery 53

18 Types of Heritage milk used by consumer 54

19 Change from one brand to another 55

20 Overall experience with Heritage 56

List of tables

S.NO Figures Page no.

1 Hyderabad Producers Cooperative Milk Limited 37

2 Sales of Milk Per Day 38

3 Availability of Milk 39

4 Product Delivery Time 40

5 Margins of Sales 41

6 Behaviors of Driver 42

7 Quality of Heritage Milk 43

8 Customer purchase milk 44

9 Brand used by consumer 45

10 Consumer awareness about Heritage 46

11 Milk consumption in liters 47

12 Reason to choose a particular brand 48

13 Reason for using Heritage 49

14 Reason for not using Heritage 50

15 Mode of purchase 51

16 Response about home delivery 52

17 Response of customer regarding extra charges for home delivery 53

18 Types of Heritage milk used by consumer 54

19 Change from one brand to another 55

20 Overall experience with Heritage 56