CUSTOMER RELATIONSHIP MANAGEMENT - Dr. G. Chandra Sekhar1, Mrs.Y. Jyotshna2, Dr. Keshamoni Srinivas3 - ijstm
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CUSTOMER RELATIONSHIP MANAGEMENT
Dr. G. Chandra Sekhar1, Mrs.Y. Jyotshna2, Dr. Keshamoni Srinivas3
1
Professor & Director, 2Assistant Professor School of Management Studies,
Joinpally B. R. Engineering College, Hyderabad, Telangana, (India)
3
Director, Andhra Yuvathi Mandali Sechool of Business,
Barkathpura, Hyderabad, Telangana,(India)
ABSTRACT
In today’s fast-paced competitive business environment it’s more important than ever to create and maintain
long-lasting business relationships. Today, Customer Relationship Management (CRM) manages business
process spanning sales, support, and marketing creating effective customer interactions. Given the purpose of
CRM, the functionality is straightforward, and the benefits of successful deployments clearly generate value and
profitability for any company. Grate CRM solutions need to encourage users to interact with the application as
well as be in-tune with the business and IT cost-saving needs. This paper is made an attempt to Study the CRM
and observe sales and service promotion methods. Further, this paper is also study perception of customers
towards CRM process and customer satisfaction with respect to Creamline Dairy Product Limited.
Keywords: CRM,Customer Relationship Management, CRM in Dairy Companies, Relationship
Management
I. INTRODUCTION
Customer Relationship Management entails all aspects of interaction a company has with its customer, whether
it is sales or service related; it starts with the foundation of relationship marketing. CRM is a systematic
approach towards using information and ongoing dialogue to built long losing mutually beneficial customer
relationship. The use of CRM technology forms the crucial front-end of any e-business strategy, essentially
CRM has emerged as convivial weapon in the hands of the industry laggards as well as leaders to cascade the
business suites; the only touch point which is formulating this base is the awareness amongst the corporatists to
suffice the customers already available to the companies to large extent. “For the modern-day CRM to be world
class it needs to be revolutionary in market incursion and evolutionary in technological up gradation.” Today the
major business focus is towards endowing value addition to the sales cycle, and customer retention rather than
constructing a new customer base which is costlier and also an uncertain chase from business perspective. The
basic philosophy behind CRM is that a company’s relationship with the customer would be the biggest asset in
the long-run.
II. NEED FOR THE STUDY
Organizations having be competitive environment with relationship management of customer and they are
attracting the customer with some effective sale promotions. But some organizations need to evaluate the
172 | P a g epurpose, utility, effectiveness of customer satisfaction. They are fails to evaluate this customer relationship
management. So these studies have been undertaken to ` the customer relationship management in the
organization.
III. OBJECTIVES OF THE STUD
The broad objective is to study the perception of “CUSTOMER RELATIONSHIP MANAGEMENT WITH
REFERENCE TO JERSEY”.
1. To study about the CRM process in JERSEY’S.
2. To know about the sales and service promotion methods used.
3. To identify the perception of customers towards CRM process at Creamline Dairy Products Limited.
4. To know the level of customer satisfaction at the Creamline Dairy Product Limited.
IV. RESEARCH METHODOLOGY
“Research design is the plan, structure. And strategy of investigation conceived so as to obtain answers to
research questions and to control variance”. The research designs are both descriptive and exploratory in nature.
The objectives of this study is to answer the “who, what, when, where and How “of the subject under
investigation. Sampling plays a vital role in deciding the quality of any project while doing this survey it is felt
to conduct the survey for consumers under convenient sampling method. Convenience sampling was adopted
both for consumers where the sample unites are chosen primarily on the basis of the convenience of the
investigators. The sample size was determined as 100. Data, which is to be used for the project, has come both
from primary sources as well as secondary sources. The root of the report is based on the information collected
from the respondents with the help of questionnaires. The primary sources of information have been consumers
who have filled up the questionnaire. Information has also been borrow from both internal sources such as
company records and external sources like journal, magazines, internet and book of marketing research
V. REVIEW OF LITERATURE
Kalakota and Robinson considered that the appropriate CRM structure could be realized through three aspects:
taking customers from other firms, enhancing customer from other firms, and maintaining the current customer
base. Different management functions are needed to achieve the integrated CRM structure. By developing
relationships between the business and customers, CRM could be separated into taking customers, serving
customers, and customer analysis. Business could use customer profiles effectively to provide real-time,
excellent customer service. This is a beginning in developing the next customer through analyzing the
customer’s needs. To realize the four core relations at the centre, CRM makes cycling the customer relation
process through customer development and data feedback. It is the final target to make customer satisfied and
creating profits in different functional collocation of customer relation. However, we can establish an integrated
CRM structure involving three topics: Core Relations, Customer Relations, and Information Technology, by
centralizing customer analysis. In the last two decades, Practitioners and Academics have focused ever more on
how firms relate to their markets. This has resulted in the emergence of a sub discipline of marketing referred to
173 | P a g eas Relationship Marketing. Morgan and Hunt (1994) defined Relationship marketing as the marketing activities
directed toward establishing, developing, and maintaining successful relational exchanges. The separation of
the producers from the users was a natural outcome of the industrial era. On the one hand, mass production
enforced producers to sell their product & services through middlemen, and on the other, industrial
organizations, due to specialization of corporate functions, created specialist purchasing departments and buyer
professionals, thus separating the users from the producers. However, today's technological advancements that
allow producers to interact directly with large numbers of buyers, and because of a variety of organizational
development processes, such as empowerment and total quality management programs, direct interface between
producers and customers is possible in both consumer and industrial markets. Relationship marketing attempts
to involve and integrate customers, suppliers and other infrastructural partners into a firm's developmental and
marketing activities (McKenna 1991; Shani and Chalasani 1991). Wilson (1995) summarized different
relationship variables that affects the relationship of firm with different stakeholders, those variables are
Commitment, Trust, Cooperation, Mutual Goals, Interdependence and Power, Performance Satisfaction,
Structural Bonds, Comparison Level of Alternatives, Adaptation, Non-retrievable Investments, Shared
Technology, and Social Bonds. Morgan and Hunt (1994), while discussing relationship variables focused more
on commitment and trust as a major variable affecting relationship between different parties involved in
marketing transaction & exchange.
The Nordic School emphasized on marketing as a cross functional process. For maintaining relationships
marketing function should be carried out by all employees and departments, it is no more concentrated in
marketing department as a specialist function (Gronroos, 1989). International Marketing & Purchasing (IMP)
group looks at B2B markets. In industrial marketing, relationships are built over time with increasing
experience, reduction of uncertainty, greater commitment in each other’s (Ford, 1980). Anglo Australian school
of thought believes in quality and service of marketing with focus on delivering customer value. Customer
judges the value of the product or service from benefits perceived from it compared with its cost of ownership.
The better value delivered by the firm, better is the customer relationship (Christopher, 1996). Whatever school
you follow it is the customer retention which is the base of relationship marketing (Rosenberg & Cazepiel,
1984). CRM is the new-fangled sprouting issue in relationship marketing with focus on cooperative and
collaborative relationship between a company and its customers. "Customer Relationship Management is a
comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create
superior value for the company and the customer. It involves integration of marketing, sales, customer service
and supply chain functions of the organization to achieve greater efficiencies and effectiveness in delivering
customer value" (Sheth & Parvatiyar, 2001). CRM represents the marriage between the customer orientation and
the emerging information technology to produce a memorable relationship experience to the marketers as well
as to the customers (Agrawal, 2003). A recent (2001) survey of more than 1,600 business and IT professionals,
conducted by The Data Warehousing Institute found that close to 50% had CRM project budgets of less than
$500,000. That would appear to indicate that CRM doesn't have to be a budget-buster. However, the same
survey showed a handful of respondents with CRM project budgets of over $10 million. Some examples of the
types of data CRM projects should be collecting include:
1. Responses to campaigns
174 | P a g e2. Shipping and fulfillment dates
3. Sales and purchase data
4. Account information
5. Web registration data
6. Service and support records
7. Demographic data
8. Web sales data
5.1 Successful CRM Implantation
1. Break your CRM project down into manageable pieces by setting up pilot programs and short-term
milestones.
2. Starting with a pilot project that incorporates all the necessary departments and groups that gets projects
rolling quickly but is small enough and flexible enough to allow tinkering along the way.
3. Make sure your CRM plans include a scalable architecture framework.
4. Don't underestimate how much data you might collect (there will be LOTS) and make sure that if you need
to expand systems you'll be able to.
5. Be thoughtful about what data is collected and stored. The impulse will be to grab and then store EVERY
piece of data you can, but there is often no reason to store data. Storing useless data wastes time and money.
6. Recognize the individuality of customers and respond appropriately. A CRM system should, for example,
have built-in pricing flexibility.
5.2 CRM Project to Run
The biggest returns come from aligning business, CRM and IT strategies across all departments and not just
leaving it for one group to run.
5.3 CRM Projects to Fail
Many things from the beginning, lack of a communication between everyone in the customer relationship chain
can lead to an incomplete picture of the customer. Poor communication can lead to technology being
implemented without proper support or buy-in from users.
For example, if the sales force isn't completely sold on the system's benefits, they may not input the kind of
demographic data that is essential to the program's success.
5.4 Pre-Implementation
Classify customers based on diversity of value and needs Determine who the customers are
Business categories Consumer categories
Identification Identification
Customer Rating Customer Rating
Background Background
Presale Communication Presale Communication
175 | P a g eDecision makers Purchase behavior
Decision making Post purchase behavior
Influences Predicted behavior
Post purchase behavior Creditworthiness
Channels Attitudes and perceptions
Pricing
Predicted Behavior
Creditworthiness
Relevant information
1) Don’t ask a customer the same thing more than once
2) Interact in the medium of the customer’s choice
3) When engaging in an interaction, start with the customer, not the product
4) Make the interactions personal and personalized
5) Ensure that your interactions with customers are always welcomed
6) Ensure that they are immediately identified and treated appropriately
7) Protect the customer’s privacy
VI. INDUSTRY OUTLOOK
Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs
worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk
products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is
rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas
operations to India many profitable options await him. He may transfer technology, sign joint ventures or use
India as a sourcing centre for regional exports. The liberalization of the Indian economy beckons to MNC's and
foreign investors alike. The urban market for milk products is expected to grow at an accelerated pace of around
33% per annum to around Rs.43, 500 crore by year 2005. The Indian Dairy Industry holds an inimitable space in
the country for its high employment potential and for ensuring the availability of nutritious, yet affordable, food
for India's ever-increasing population. Getting the tag of largest milk producer was made possible by Operation
Flood and the historic dairy cooperative movement; and as production increased, the dairy industry started
showing promising growth potential. Rising disposable incomes and growing demand for dairy products are
likely to fuel the Indian dairy industry's growth over the next few years. According to our latest research report
Indian Dairy Industry Outlook 2022, with an annual output of 138 million tonnes, India is the largest producer
of milk in the world. It is also one of the largest producers and consumers of dairy products. The Indian dairy
industry also offers good opportunities to both domestic and foreign investors for entry and expansion. Due to
their rich nutritional qualities, dairy products' consumption has been growing exponentially in the country; and
considering various facts and figures, the study anticipates that milk production in India will further grow at a
CAGR of around 14% between 2015-16 and 2021-22.
176 | P a g e6.1 Market Size and Growth
Market size for milk (sold in loose/ packaged form) is estimated to be 36mn MT valued at Rs470bn. The market
is currently growing at round 4% pa in volume terms. The milk surplus states in India are Uttar Pradesh, Punjab,
Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The manufacturing of
milk products is concentrated in these milk surplus States. The top 6 states viz. Uttar Pradesh, Punjab, Madhya
Pradesh, Rajasthan, Tamil Nadu and Gujarat together account for 58% of national production. Milk production
grew by a mere 1% pa between 1947 and 1970. Since the early 70's, under Operation Flood, production growth
increased significantly averaging over 5% pa .About 75% of milk is consumed at the household level which is
not a part of commercial dairy industry. Loose milk has a larger market in India as it is perceived to be fresh by
most consumers. In reality however, it poses a higher risk of adulteration and contamination.
The production of milk products, i.e. milk products including infant milk food, malted food, condensed milk &
cheese stood at 3.07 lakh MT in 1999. Production of milk powder including infant milk-food has risen to 2.25
lakh MT in 1999, whereas that of malted food is at 65000 MT. Cheese and condensed milk production stands at
5000 and 11000 MT respectively in the same year.
6.2 Major Players
The packaged milk segment is dominated by the dairy cooperatives. Gujarat Co-operative Milk Marketing
Federation (GCMMF) is the largest player. All other local dairy cooperatives have their local brands (For e.g.
Gokul, Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh, Aavin in Tamil
Nadu, etc). Other private players include J K Dairy, Heritage Foods, Indiana Dairy, Dairy Specialties, etc.
Amrut Industries, once a leading player in the sector has turned bankrupt and is facing liquidation.
The Indian Dairy Industry holds an inimitable space in the country for its high employment potential and for
ensuring the availability of nutritious yet affordable food for India’s ever increasing population. Getting the tag
of largest milk producer was made possible by Operation Flood and the historic dairy cooperative movement;
and as production increased, dairy industry started showing promising growth potential. Rising disposable
incomes and growing demand for dairy products are likely to fuel the Indian dairy industry’s growth over the
next few years. According to our latest research report, “Indian Dairy Industry Outlook 2022”, with an annual
output of 138 Million Tonnes, India is the largest producer of milk in the world. It is also one of the largest
producers and consumers of dairy products. Indian dairy industry also offers good opportunities to both
domestic and foreign investors for entry and expansion. Due to their rich nutritional qualities, dairy products’
consumption has been growing exponentially in the country; and considering various facts and figures, the study
anticipates that milk production in India will further grow at a CAGR of around 14% between 2015-16 and
2021-22. Government is progressively taking initiatives to promote the dairy industry in India, in which
inclination towards cattle breeding, clean milk production, dairy development, and feed fodder management are
included. The Department of Animal Husbandry, NDDB, and other government affiliated institutions manage
these initiatives in a constructive way. Utilizing the available resources for dairy industry to their full extent is
the main objective behind these initiatives. The manner in which Dairy industry would enhance milk production
and upgrade milk processing technologies, is also supervised by these departments.
177 | P a g eVII. COMPANY PROFILE
Incorporated in the year 1986, the company started operations in 1990 with a small milk processing plant at
Jeedipally in Medak district of Andhra Pradesh. CDPL has now grown into a conglomerate of 7 modern milk
processing plants in prime milk shed areas in Andhra Pradesh, Tamil Nadu, Karnataka and Maharashtra, with a
combined handling capacity of 6.85 lakh litres per day. CDPL is a premier dairy in private sector in South India
and is marketing complete range of milk and dairy products under the brand name JERSEY. Cream Line Dairy
Products Limited (CDPL) cream line, an ISO 22000 accredited dairy, is a leading manufacturer and supplier of
milk and milk products in Southern India spanning across Andhra Pradesh, Tamil Nadu, Karnataka and with a
foothold at Nagpur in Central India. It operates its milk procurement, milk and milk products processing and
distribution through Strategic Business Units (SBUs). Its milk and dairy products are sold under the popular
brand name JERSEY. Since inception, the company has been growing consistently under the visionary leadership
of promoter directors, business acumen of operational heads and unrelenting efforts of committed workforce. The
company has achieved a turnover of 4450 million for the financial year 2009-2010 and is set to achieve an
ambitious target of Rs.10500 million by end 2013.
The Company entered into strategic partnership with M/s. Godrej Agrovet Limited, the largest animal feed
manufacturing company in the country, in the Year 2005 by offering equity stake of to strengthen its backward
integration with farmers, the primary producers of milk, for compound feed supply. The Company is open to
strategic business tie-ups at national and international level and is looking at export opportunities to its products.
The workforce of the company is composed of a balanced mixture of technocrats, dairy engineers, and
production and quality specialists besides the dedicated top-notch management team overseeing the entire
corporate functioning.
The Company has excellent infrastructure with 30 own and 9 associate milk chilling centres, 40 BMCUs, 7
packing stations, 6 sales offices and 1 state of the art powder plant/SBU at Ongole. It has a combined milk
processing capacity of 6.85 lakh litters per day. The company markets its products through a well laid distribution
network comprising of company owned parlours, exclusive franchise outlets, product push carts. Besides, the
company also sells its products through 5000 agents panning across Southern India and Maharashtra. The
company has entered the market of cultured products like Yoghurt, Curd, Lassi and Buttermilk in 2005 and
within a short span made its mark in the dairy market. Since its incorporation in the year 1986, the company has
successfully applied many innovative practices like 24 hour parlours with unemployed youth in 1993, mobile
milk testing labs in 1998 etc. The company is now planning to expand its operations to Central India by setting
up new Processing & Packaging Units. Jersey has become a household name for dairy products and continues to
create consumers’ delight to perfection. Continued support and encouragement of customers.
7.1 Customer Value and Satisfaction
Consumers usually face a broad array of products and services that might satisfy a given need. How do they
choose among these many marketing offers? Customers form expectations about the value and satisfaction that
various marketing offers will deliver and buy accordingly. Satisfied customers buy again and tell others about
their good experiences. Dissatisfied customers often switch to competitors and disparage the product to others.
178 | P a g eMarketers must be careful to set the right level of expectation. If they set expectations too low, they may satisfy
those who buy but fail to attract enough buyers. If they raise expectations too high, buyers will be disappointed.
Customers value and customers satisfaction are key building blocks for developing and managing customer
relationships.
Satisfaction is defined as….“A persons feelings of pleasure or disappointment resulting from comparing a
product’s perceived performance (or outcome) in relation to his or her expectations”
VIII. DATA ANALYSIS
Awareness about the Jersey Milk Table-1
S.No ATTRIBUTES RESPONDENTS PERCENTAGE
1 YES 70 70%
2 NO 30 30%
TOTAL 100 100%
From the above data it is observed that 70% of respondents aware Jersey milk, 30% of respondents aware
other company milk.
Usage of Jersey milk Table-2
S.No ATTRIBUTES RESPONDENTS PERCENTAGE
1 One year 40 40
2 Two years 24 24
3 Three years 24 24
4 More than three years 12 12
TOTAL 100 100%
From the above table it is noticed that about 40% of people have been using jersey milk since one year and 48%
of people are using from two years and only 12% of people are using since three years
Place of Purchase Jersey MilkTable-3
S.NO ATTRIBUTES RESPONDENTS PERCENTAGE
1 General stores 70 70%
2 Door delivery 25 25%
3 Retail outlets 5 5%
4 Dairy parlours 0 0%
TOTAL 100 100%
179 | P a g eFrom the above data it is observed that 70% of respondents prefer the general stores purchasing of jersey
milk,5% of respondents prefer retail out lets, 25% of respondents prefer door delivery, 0% of respondents
preferring the dairy parlours.
Information About Jersey milk Table-4
S.No Attributes Respondents percentage
1 Dealer or Agent 45 45%
2 Word of mouth 38 38%
3 Flexi Banner 13 13%
4 Wall painting 4 4%
TOTAL 100 100%
From the above table it is understood that the consumers came to know about the product through agents 45%
and 38% came to know through word of mouth and others 17% came to know through print media.
Selection of a Brand Table-5
S.No ATTRIBUTES RESPONDENTS PERCENTAGE
1 Quality 42 42%
2 Price 31 31%
3 Other Brand 16 16%
4 Availability 11 11%
TOTAL 100 100%
From the above table it is clear that 42% of respondents prefer quality, 11% of respondents prefer availability,
31% of respondents prefer price, 16% of respondents prefer brand name, 0% of respondents prefer if any.
Quality of Jersey Milk Table-6
S.NO ATTRIBUTES RESPONDENTS PERCENTAGE
1 Good 62 62%
2 Excellent 19 19%
3 Average 14 14%
4 Poor 5 5%
TOTAL 100 100%
From the above data it is observed that 19% of respondents rated jersey milk is excellent, 62% of respondents of
rated as good, 14% of respondents rated as average, and 5% of respondents rated as poor.
180 | P a g ePerceptions on Price of Jersey Milk Table-7
S.NO ATTRIBUTES RESPONDENTS PERCENTAGE
1 Satisfied 74 74%
2 Highly satisfied 26 26%
3 Dissatisfied 0 0%
4 Highly Dissatisfied 0 0%
` TOTAL 100 100%
From the above data it is observed that 26%of respondents are highly satisfied with the price of jersey milk,
74% of respondents are satisfied
Personal Opinion on Jersey Milk Table-8
PERCENTAG
S.NO ATTRIBUTES RESPONDENTS
E
1 Good 62 62%
2 Excellent 19 19%
3 Average 14 14%
4 Poor 5 5%
TOTAL 100 100%
From the above data it is observed that 19% of respondents rated jersey milk is excellent, 62% of respondents of
rated as good, 14% of respondents rated as average, and 5% of respondents rated as poor.
Preferences on Milk Types Table-9
S.NO ATTRIBUTES RESPONDENTS PERCENTAGE
1 Standard milk 65 65%
2 Toned milk 20 20%
3 Doubled toned milk 10 10%
4 Full cream milk 05 05%
TOTAL 100 100%
From the above data it is observed that 20% of respondents prefer the toned milk, 10% of respondents prefer the
double toned milk,65% of respondents prefer the standard milk, 05% of respondents prefer the full cream milk.
Satisfaction on Availability of Jersey Milk Table-10
S.NO ATTRIBUTES RESPONDENTS PERCENTAGE
1 Satisfied 54 54%
2 Highly satisfied 35 35%
3 Dissatisfied 8 8%
4 Highly Dissatisfied 3 3%
TOTAL 100 100%
181 | P a g eFrom the above table we came to know that 35% of customers feel highly satisfied about the quality jersey
milk, 54% of customers feel Satisfied about the quality of jersey milk, 8% of customers feel dissatisfied about
the quality of jersey milk, 3% of customers feel highly dissatisfied about the quality of jersey milk.
IX. FINDINGS
According to study, three fourth of the respondents were aware about Jersey Company and its products. One can
observe that three fifth of the respondents have been using Jersey milk more than two years where as two fifth
of respondents were around one year. Sticking to the company product for more than two years is a good sign
for the company. Company sales might be less volatile in case of turbulence time because more number of
respondents was loyal to the company. It also advantage for the company to introduce more value added
products on the existing customers. During the period of the study, one can found that four out of five
respondents came to know about the product by dealers and word-of-mouth. This is the easiest and least cost
and most effective to improve market share and revenue. Key attributes to retain customers and make them
satisfied was quality followed by price from the study. From the study, one can interpret that General stores was
most preferred destination to pick up milk with 70% followed by Door delivery with one fourth of respondents
at distend second.
X. SUGGESTIONS
In the outset, only three fourth of the respondents aware about Jersey milk. Company must look into its
advertisement, promotion and brand awareness programme so that all potential customers aware amount the
product at least irrespective of the buying process. The above drawback also felt here that four out of five
respondents came to knew about company products by either agents or word-of-mouth. Though it is effective
and cheap but it takes long duration to reach all potential customers. Hence, it will up the advertisement budget,
increase promotional activities and concentrate on brand building. Customers usually prefer for service at their
door steps. Though one fourth of the respondents preferring for door delivery, company can look into enhancing
the door delivery policy. It makes customers more satisfied and loyal to the company. Most of the respondents
preferring Standard milk to others. So, company can increase its ad spending and maintain suitable distribution
network. Serious backdrop of the company was that only one fourth of the respondents knew about all other
company products. Company might be losing significant revenue due to unawareness on all other products. So,
company must review its awareness campaign so that all potential customers know like entering into new
segments, new areas, increasing promotion, road shows etc.
XI. CONCLUSION
In CRM, we have focused on the customer’s satisfaction on Jersey milk products in Hyderabad city. Most of the
customers are very loyal to the Jersey milk products, especially to the product Milk. And also they are not
giving much advertisement as compare to the other brands. Jersey milk is doing well because of their brand
name. Dealers have taken part to sell the product not to promote the products. According to the survey
conducted in the cities i.e. in Hyderabad, because the good quality of the products, hygiene they are maintaining
182 | P a g eand they are sourcing the raw milk from the surrounding villages so it will be fresh. Housewives’ prefer Jersey
milk milk products mainly like Milk, curds, ice creams, paneers, and ghee. Jersey milk is concentrating more on
women and children’s. Jersey milk has to give more advertisement in order to maintain the market in the city,
because there is tough competition with the local dairies like Masquati, Tirumala, Vijaya and also other brands
like bilal, heritage etc. Even though in that tough competition jersey milk is doing well in the city, with the help
of its variety products, good quality, hygiene, and also less price compare to the other brands. Totally according
to the survey we can come to the conclusion that in Hyderabad city average of the customers will prefer Jersey
milk products. These products have got Good market in the city with the help of its affordable price, good
quality, low fat, taste and hygiene they maintain.
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