24669194 Report on Saras Dairy

7/31/2019 24669194 Report on Saras Dairy

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A

Project Report

on

Training Undertaken at

SARAS DAIRY

CONSUMER AWARENESS TOWARDS

S ARAS PRODUCT submitted in partial fulfillment for the

award of Degree of

Master of Business Administration

SUBMITTED BY:- SUBMITTED TO:-

DEEPSHIKHA BHATI

MBA-IV SEM

2007-2009


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PREFACE

The main objective of summer training is to develop skill in student by supplement

to the theoretical study of business management in general. Industrial training helps

to gain real life knowledge about the industrial environment and business practices.

The MBA programmed provides student with a fundamental knowledge of business

and organizational functions and activities, as well as an exposure to strategic thinking

of management.

In every professional course, training is an important factor. Professors give us

theoretical knowledge of various subjects in the college but we are practically

exposed of such subjects when we get the training in the organization. It is only the

training through which I come to know that what an industry is and how it works. I can

learn about various departmental operations being performed in the industry, which

would, in return, help me in the future when I will enter the practical field.

During this whole training I got a lot of experience and came to know about the

management practices in real that how it differs from those of theoretical

knowledge and the practically in the real life.

In todays globalize world, where cutthroat competition is prevailing in the market,

theoretical knowledge is not sufficient. Beside this one need to have practical

knowledge, which would help an individual in his/her carrier activities and it is true that

Experience is best teacher.

I give my sincere thanks to Mr. ABHISHEK SONI for proper guidance and supervision

for completion of the project and sharing his experiences which acted as a source of

inspiration.


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ACKNOWLEDGEMENT

It has been an enriching experience for me to undergo my summer training

at SARAS DAIRY, which would not have possible without the goodwill

and support of the people around.

As a student of JIET SCHOOL OF ENGINEERING & TECHNOLOGY

would like to express my sincere thanks too all those who helped me during

my practical training program.Words are insufficient to express my gratitude

toward Mr. ABHISHEK SONI marketing Department for giving me opportunity

do this valuable project.

I fall short of words in stating the magnitude of help provided by him in

every stage

of project.

At last but not least my grateful thanks to all my faculty members

for

the proper guidance and assistance extended by them. I am also grateful

to my

parents,friends encourage & giving me moral support.

However, I accept the sole responsibility for any possible error of

omission

and would be extremely grateful to the readers of this project report

if they bring

such mistakes to my notice


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CONTENTS

1. Introduction to Indian dairies with its general review2. Introduction of Saras dairy3. Establishment formation & Management of Co-operative societies4. Aims & Objects5. Organization structure6. Organization set up of Saras dairy7. Introduction to marketing8. Marketing Saras dairy9. Market share of Milk products10. Types of Saras milk products11. Task12. Daily schedule

13. Main Task & Targets14. Strategy15. Problems/constructions/Limitations16. Learning In The Executive Training17. Research Analysis along with pie chart, key finding & suggestions18. Analysis of survey19. My observation of Saras Dairy20. Recommendations21. Conclusions22. Questionnaire

23. Bibliography


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CHAPTER-1INTRODUCTION TO THE INDUSTRY


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INTRODUCTIONTOINDIAN DAIRIES

Lot ofIndian people start day with tea and milk. Milk is an

essential factor of our daily life. InIndia milk business is very old.

Dairy business adopt modern concept in 197 with the help of

National Dairy Develop Board through Operation Flood Plan. In

first section of this plan, selected ten states ,In which Mother

Dairy was setup in Delhi, Mumbai, Chennai and Kolkata

Our country is on first position in production of milk. But in filed per capitaavailability ofmilk is almost 900 gm while in INDIA it is almost 200 gm.The ideal average percapita availability of milk should be least 250gm.

GENE REAL REVIEW

Indian Dairy emerging as sunrise industry and contributessignificantly in generating

small and marginal farmers ofrural INDIA, besides providing food security

INDIA is blessed with huge bovine population of 196 million

cattle and 80 million buffaloes accounting for 51% if Asia and

19% of world bovine populationthe largest in the World.

Milk production in INDIA has increased from 20 MILLON tones

to during 1970 TO 77 million in 1999 which accounts for 20%

of the world`s milk production and stood first in the world`s

milk production and registering growth rate of 5% peryear.

Indias dairy industry generates an annual business ofnearly

Rs 88,000 Crore

Dairy sector provides regular employment to 9.8 million

people principal status and 8.6 million people in subsidiary

status, which together constitute 5 percent of total work

forceDairy development owes much to the Anand pattern ofCo-

operative


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The Dairy infrastructure now comprises 25 states federation

170 district milk unions and around 1,00,00 village

cooperative societies, through which rural milk production

and procurement system have been effectively linked to

urban markets consumption centers.Operation flood brought milk revolution in the country by

transforming dairying into a core economic activity. The

main challenge before Indian dairy sector improving quality,

developing international accepted products and stepping up

global marketing strategy.

The future ofIndian Dairy industry is promising since its de-

licensing in 1992. The interest of multinational and Indian

corporate in the industry has been growing, and theindustrys growth potential is high as there is sufficient

domestic demand and good scope for exports ofmilk

products.

India is emerging as one of the largest and fastest growing

consumers market in the world with high income elasticity of

demand of dairy products. Indian dairying is energy efficient

labor incentive and ecological sound.

Over 80% of milk sold in urban and semi urban areas is non-pasteurized from unorganized sector. THE overall market for

liquid milk is growing 4 percent per annum.

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INTRODUCTION OF SARAS DAIRY

The Feeder Balancing Dairy Jodhpur is located on the outskirts ofJodhpur city in HeavyIndustrial Area. A uniform piece of25 acres of land has got road on its front side two sidesofthispiece of land are free and at the back long way away is CentralArid Zone.

Paschimi RajasthanDugadh Utpadak Sahakari Sangh, (JodhpurPRDUSS) was established inthe year 1972, under the OperationFlood Programmed finds from D.P.A.P. were utilized fortheconstruction of plant at Jodhpur, and later on the establishvarious chilling centers.Initially five districts ofJodhpur, Pali,Jaislmer, Barmer and Nagore were included under PRDUSS. ButPali was hived off later and was made into an independent union.

Under Jodhpur Union the production of milk is one lack per daywhile consumption of milk is 73 thousand liters per day. Theexcess of milk (60 thousand liters) is send to the centraldairyDelhi and Gujarat. At present 485 co-operative societies and347- milk collectioncanter are functioning where averageproductionof milk is one lack thirty three thousand liters coming inJodhpur dairy through 53,198 milkproductions.

Through increase milk production can fight with famine. Mandistrict of Marwar faces with famine in every year but throughincrease in milk production they do earn money and get relieffrom famine. There is only source of earning money is sellingof milk to DCS.They get payment in cash or bank accountafter days.

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According to dairy officers whenever falling famine in western

Rajasthan, in dairy collection of mill increase. During the famine

in Barmer and Jaisalmer district the collection of milk is increase

45,000 liter. In the last year, December the total collection ofmilk

was 72,000 liter while this year it is reached 1, 17000 liter. Dairyprovides animal food at cheap rate for maximum production of

milk. In Barmer and Jaislmer village almost 24 bulk cooler through

this the problem of farmer is eliminate. Whenever dairy vehicles

reach late, milk keep in these bulk cooler. In the year November,

2005 after setup new milk centre at Bilara, the collection ofmilk

was between 30 to 40 thousand liters.

THE ESTABLISHMENT OF CO-OPERATIVESOCIETIES

In its scheme of functioning, milk cooperative societies were

organized in the village so as to provide and assured market to

milk producers and also ensure equitable return to the farmers by

eliminating middleman. A feeder balancing dairy of 1 lac liters

per

day capacity at Jodhpur and 4 milk chilling centers of10,000liter/day capacity each at pokarn, pali, Balotra and Merta city

have been established. All these plants were commissioned

during 1974-76. The capacity of the main dairy is being expanded

to 1.5 lac liters and capacity of existing chilling centers is being

doubled. Looking to the potentiality in the Western area the Govt.

has sanctioned the construction of additional chilling centers at

Barmer, Nagour and Phalodi.

In the initial phases, the sangh started its functioning with only13 societies through two milk collection routes in 1973-74. Totalcollection of milk in the beginning of the Sangh was only 3,500liters per day. The milk was being chilled at private Ice Factory attime. The main dairy plant stared its function of 1 November,1975.

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At present Sangh is collecting working about 68,000 liter milkper day through 299 milkco-operative societies. In the comingflush season it is hoped that it will reach one lack liter per day.

WHAT IS CO-C PERA TIVE SOC IETY?

Co-operative means mutual working. In simple words it is anorganization ofweakersection to face exploitation of irchpersons. In other words co-operative form oforganization is anassociation of persons where by people of ordinary means unitvoluntarily to protect their economic and social interests. Thusit is protective meanadopted b such persons. It is based onprincipal Each for all and all for each

F ormation & Managem ent of Co -Oper ative

Societi es

Co-operative Societies can be formed and registered under the

IndiaCo-operative Act. The following conditions are essential for

of the society.

1. There must be at least minimum ten members.

2. Every member should be adult or major.

3.The members should be resident of that village or thecity, where society is setup.

4. All documents ofco-operative societies should besubmitted to the registrar ofco-operativesociety

The Management ofco-operative societies is based ondemocraticAspect. Registrar ofco-operative societies departments checks

the accounts of society. All the members of the co-operative

society elect a working committee that looks after the work ofthe

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society. No remuneration or salary is paid by the co-operative society to its members.

AIMS&OBLECTS

The scheme aims to achieve the following objects:-

To Improve the Social & Financial Status of Milk Producers.To organizing dairy co-operative societies & Producers

Marketable surplus milk.To provides remunerative price to milk producers at the door

step.

To undertake milk production enhancement activities by

promoting breeding / feeding and hygienic milk production

practices.

To undertake training and awareness programmed againstmilk producers.

Market quality processed milk and milk products to the

consumers.

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Development ofCo-operative milk procurement system inthe rural areas covered under the milk collection routes ofthe scheme in order to provide raw milk a channel which ismore remunerative than the tradition channel ofconversion of surplus milk into un-economicghee.

Establishment of milk processing-cum-manufacturing

plant for supplying pasteurized milk primarily to JodhpurCity.

ORGANIZATIONSTRUCTURE

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e

Organization is the structure framework of duties and

responsibilities required of personal in performing various within

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the company. It is essentially a blue-print for action resulting in amechanism for carrying out function to achieve the goals setupby the company.

An organization structure shows the authority and responsibilityrelationship betweenvarious position in the organization and

also clarifies who reports to whom. It is a set ofplannedrelationship between groups of related functions and betweenphysicalfactors. And personnel required for the achievementof organizational goals.

The organizational structure is generally shown on organizationchart. It represent authority relationship between variousposition in the organization by showing who reports to who me.Itis a set of planned relationships between groups of related

junctions and between physical factors and personnel requiredfor the achievement of organizational goals.

An organizational chart is a diagrammatical form which showsimportant aspects ofan organization including the major functionand their respective relationship. It is graphic portrayal ofposition in the enterprise and of the formal line of accountabilityamong them. It provides a bird eye-view of the relationshipbetween different departments or division ofan enterprise aswell as the relationship between the executives and thesubordinates at variouslevels.

An organization cannot work cutting a detents structure. Thefirst step in designing the structure of an organization is toinsetting and group the activities involved, whichs expressedas departmentation, because of the intimate connection

betweenthe felonry over time and cost accounts it is necessary intowhich the factories are usually divided the manner in which theyare linked and way in which they are managed.

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In Paschimi Rajasthan Dugh Utpadak Sahakari Sangh Ltd.The

overall management of these cones is under the control ofthe

managing director Mr.R.K. Sangwa. The organization structure

chart of this concern is given as under.

Mana ging Director---

The managing Director (M.D.) is the key person of the companyhe gives all the information to direction of tech, Darnel ofadministration and directors ofworks.

PurchasesOfficer---

Purchase officer is in charge of purchase section who is assistedb two assistants. Theycollect information regarding pricemovement in different markets for each important markets theyhave appointed a buying agent who is authorized in advance tointake the purchase as and whom profited and tosupplyregularly to profitable and to supply regularly to the factor on theprevailing terms.

Salesmanager----

Sales manager are lineage of sales section of marketing anddischarge his duties with the help other assistant salesmanager, two salesmen. Their work to pass the finishedproducts in the markets.

Store In Charge----

Stores in charge gives the information to purchase and salessection as regards to how man quantity of raw material (rawmilk) is lying in balance in stores and how many quantities offinished goods (milk & milk products) are in stores.

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PersonnelManager---

He is the in charge of personnel department, who is maintainingthe records about costing, financial, and also assets andliabilities.

Account officer-

Accounts officer is the head of the account department, whois maintain the records about costing financial and assetsand liabilities

DEPARTMENTS OF SARAS DAIRY

(PRDUSS LTD. ,JODHPUR)

MarketingDepartment

According to Peter Drucker, The aim of marketing is tomake

selling

superfluous.

Ma rketi ng depa rtme nt is one the mo st import ant

departm ent in every organization. The marketi ng

acti vities of the organization include providing supp ort tothe milk un ions within and outside the

state. The marketi ng departme nt conducts various

surveys to know the needs and exp ect atio ns of the

customers.

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i.) Sales Expansion etc.

j) Incentive schemes to dealersk) Consultancy and hiring of marketing agency

HumanRe sourceDepartment

Human resource is the most valuable asset for any

organization.

A human resource manager is responsible to build up an

effective

workforce, handle the expectations of the employees and

make

sure that they perform at their best. In management

human

resource management deals with people. Each and every

organization consists of people and an organization has to

utilize

their services, develop their skills, motivate them, and make

sure

that they remain committed towards the organization to

achieve

the goals of the

organization.

According to Byars and Rue Human Resource Management

encompasses those activities designed to provide for and


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coordinate theHuman resources of an Organization.

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The human resource department manages the personnelserving the organization.

The Human Resource Department performs thefollowing functions:

Creation of posts and appointments.Verification ofcharacter andantecedents Pay ofappointmentCommencement of serviceProbation of appointmentsCertificate ofhealthRecord ofageConsequence of particulars being false or suppressedRelinquishment of services by employees and discharge of

probationersTermination of service of confirmed employeeSuperannuating and retirementOption to retire in certain casesRequirement of medical examinationRetirement on medical groundsDate ofretirementPrivilege leave on retirement and encashmentPostponement of retirement pending disciplinary actionVoluntary retirementAbandoning duty after period of leave or otherwiseAppointment ofexpertsScale ofpayCalculation of joining timeOverstay after joining timeDeputation ofemployeesSpecial appointmentsEntry, exits and searchIdentification, attendance and entry

Provident fundGratuityLeave

Tours and traveling allowances

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TransfersConveyance facilitiesService recordRecall from leaveShift working

OperationsDepartment

The operations department defines the working of the

organization.

Process es: The steps for preparation of vario us products

are as follows:

Processof maki ng Ghee

Pasteurizer

Cream Separator

(To separate cream from milk)

CreamTank

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(To collect the cream)

Butter Churn(Where the cream is churned to make

butter)

Melting Vat

(The butter is melted in Melting Vat)

Ghee Kettle(The melted butter boils in ghee

kettle)

(This ghee is collected and stored in settling

tank) Packing Department

(Where the ghee is packed in 1 liter and liter packs)

Plain Chh ach:

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This is pasteurized milk which contains 3.1% fat and 8.6% SNFand acidity 1.08%. Thismilk is boiled at 40 degree celcius and3% curd is added. It is diluted by 40% DTM. This is packed in500 ml packets and supplied to the market for sale.

NamkeenChh ach:

In plain chhach various ingredients like 0.6% salt, 0.3% jeera,0.15% rock salt and 0.1% pepper is added to make namkeen

chhach and packed in 200 ml packets and supplied to the

market

for sale.

Lass i:

In plain chhach 12% sugar is added to make lassi and packed

in200 ml packets and supplied to the market for

sale.

PaneerSegment:

Milk from SILO

Paneer Vat

(In this Vat the milk contains FAT 5.0% and SNF 9.0%.)

The milk boils in paneer vat at 80 degree celcius and 2%citric acid is added in this milk to separate FAT, SNF and

water

Paneer Hook

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(Then curded milk is pressed in paneer hooks for 45 minutes,then this paneer is put into chilled water at 5 degree celcius)

PackagingDepartment

(Here the paneer is packed in 1 KG and 200 gm forsale)

Facili ties:

Saras Dairy, Jodhpur (PRDUSS Ltd., Jodhpur) provided thefollowing facilities during operations:-

1) Safety for workers2) Medical facility3) First aid facility4) State of the art technology is used5)Insurance cover for workers6) Fire extinguishers are installed in the plant

FinanceDepartment

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Financial Management is defined as making available therequired funds at an acceptable cost and making sure that thefunds are suitably invested according to the plan. This task isperformed by the Finance Manager of the organization.

Capital Struc ture Theories

The two sources of long term finance for a firmare

1) E q u ity Capital: - Equity capital is the owners own capitalinvested in the business.

2) Debt Capital: - Debt capital is the capital raised fromother sources which isinvested in business.

Arrange finances through loans from ICICI and HDFC.Final accounts are maintained yearly.Daily transactions are maintained in one daybusiness. Budget is preparedby the AccountsDepartment.

Financial Ra tio Analysis

Ratio analysis is a widely used tool of financial analysis. It canbe used to compare the risk and return relationship of a firmof different sizes. It is defined as the systematic use of ratioto interpret the financial statements so that

the strengths and weaknesses of a firmas well as its historical performance and current financialcondition can be determined. The term ratio refers to thenumerical or quantitative relationship between twoitems/variables.

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Ratio analysis is a systematic use of ratios to interpret theperformance and status of the firm.

Current ratio: This ratio reveals the relationship betweencurrent assets and current liabilities.

Current ratio = current assets / currentliabilities

Quick ratio/ ac id test ratio:The acid test ratio is the ratiobetween quick current assets and current liabilities and iscalculated by dividing the quick assets by the current liabilities.

Quick ratio = Quick assets / currentliabilities

ORGANIZAT ION SET-UP OF SARAS DAIRY

Organization is mainly based on three-tier

system.1. Rajasthan co-operative Dairy Federation (R.C.D.F.)2. Paschimi Rajasthan Dugdh tpadak Sahakari Sangh

Ltd.(PRIDUSS Ltd.)

3. Primary Dairy or Co-operative Society.

1) Rajasthan Co-operative Dairy federation (R.C.D.F.) is a

registered co-operativebody. This milk plant is notmanaged by the Government but is direct under thefederation. The authority has been delegated equally to theentire member

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& technical person can give the technical suggestion tothe higher authority.

2) Paschimi Rajasthan Dugdh Utpadak Sahakari Sangh Ltd.(PRDUSS Ltd.)is at present collecting milk through primary

samities in districts jodhpur, Barmer, Nagore andJaisalmer.The samities of rest of the district give their milk torepective chillingcentersat: Barmer, balotra, Nagore,Merta, and pokaran & phalodi.

3) Primar Dairy or Co-operative Society at villagelevel:

a) Total registered co-operative societies 732

b) Active Societies ---342

c) Milk Collection Centers 249

There are mainly 7 section as departments in theorganization as shown in the organization structure like:-

1. Farmer Organization

2. Purchases Section

3. Production Section

4. Quality Control Section

5. Finance Section

6. Marketing Section

7. Personnel & Administration Section

PRODUCTION AND RELATED SECTION RUN IN 3 SHIFTS

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I. 06:00 A.M. to 02:00 P.M.I I. 02:00 P.M. to 10:00 P.M.I II. 10:00 P.M. to 06:00 P.M.

And rest work in Administration shift i.e. 10:00 A.M. to 5:00 P.M.

INTROD UCTION TOMARKE TING

In the previous one decade. We have taken some efforts

particularly in the management of milk and products. Particularlythe saras has brought a revolutionary change in the management

of milk. The skimmed milk powder, pannier in attractive

packagers have received positive responses not only in the

domestic market but also in the overseas market. However we

need qualitative-cum-quantitative improvements on almost all

the

forms. In the respect the key managerial decision areas are the

following:-

Farming the product mixStructuring the distribution channel

Managing the pricing

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Designing the promotion mix?

1). F a r m ing produc t m ix : we have to follow thefollowing important managerial decision areas in the productmix of milk are as:

a) Selection of cows or the she buffaloes: inthe product mix of milk the vital managerial decision area toselect the particular quality of cows or the she buffaloes, whichproviding milk in the large quantity

b) breed ing to improve the quality : for this,the producers should also consider the climatic condition andthe quality of water and fodder available. The anchor found at

nearly place

c) Yiel dofmilk:to bring an improvement in the milksupply it is essential that multi-faceted arrangement are made

e.g., high quality fodder healthy water adequate med-care and so

on.

D )seasonalvariationinproduc tion:thisvariation is mainly affected by the incidence or calving or milk

animals during different month of the year.

2)F arming / Struc tur ing Distr ibuti on

Channe l:

To be more specific the distribution of milk needsefficient personal and fasttransportation.

Establish ofco-operative nearer to milk productioncenters where facilities should be scientific andadequate.

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No communication gap between the milk productioncenters and the milk consumption centre.

The functionaries viz., producers, wholesalers andretailers, should have aco-ordination.

3) manag ing the pricing strateg ies :The general lawof demand and supply is applicable. As and when the supply ishigher the price is lower and vice-versa.In the pricingmanagement of milk the following points deserve:

The intermediaries between the producer and consumer(collector and distributor) should accept reasonablemargin. There should be gradation of milk and price fordifferent categories should be fixed accordingly.

The regulatory support exercised by the governmentwould make the pricing strategies rational.

4).--Designing the promotion m ix :The advertisementsSaras in almost all leading journals newspapers and magazines.In addition the Saras Dairy also displays their advertisementthrough radios, TVs and other devices. It would be important tomention that formation ofco-operative or dairy farming would beessential also with the viewpoint of bearing the promotionexpenses. Oflate, the milk products like skimmed milk, condensed milk and

cheese etc. offer gifts, off-price and premium facilities so as to

attract the prospects and benefit the functionaries. Meanwhile

honorable chief minister of Rajasthan is brand ambassador of

Saras brand.

1). FARMERSORGANIZATION SECTION

Farmers organization section collects milk from local village

twice

a day. It gives free facilities to the milk collection samities such

as:

a) Minerals

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c) Training related with milk collectiond) Training related with milk testinge) Training related with Animal husbandry

f) Training related with Accounting work maintains

It has 6 dairy supervisors including two lady supervisors.2). PURCHASESSECTION

It consists the work related with purchase of raw material and

other things related with the organization. It invite tender for

purchasing raw materials etc.

Tender should be obtained by different ways like:-

a) Open Tender --- By Advertisement in Newspaper havelarge circulation.

b) Limited Tender --- By direct invitation to limited membersof firms.

c) Eligible Tender for proprietary purchase By limitationto one firm only.

It also includes the purchase related with:-a) Equipmentand spare partsb) Specialized laboratory equipment

c) Laboratory Chemicals, Glass ware.

d) Urgency of the requirements

e) Packaging Materialf) Medicine etc.

3) PRODU CTION SECTION

It controls production of the plant to purchase latest techniques

and equipments & control the misuse of product & handle the

capacity of the plant.

It mainly balances the standard level of milk according to theconsumers. And it also produces various products of the milklike

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Cream, Ghee, Cheese, Lessie, Shrikhand, Butter, Chhach andmilk with various fat levels etc.

4). QUALITYCONTROL SECTION

It controls quality of milk and other products according tothe

society levels and desire of the consumers. It include

mainly:-

a) Testing ofmilkb) Canes unloading, Grading

c) Test of Adulteration of milk Sugar, Salt, Urea, Starch,

Water, preservatives etc. should not be taken to the plant.

d) Testing of Fat and S.N.F.e) Testing of Acidity ofmilk

f) Sanitation ofmilk

MARKETING-SARAS DAIRY

Till very recently, the marketing department was the most

neglected. It was only after it was realized that the profits came

from city sales, the union started paying attention to this most

essential activity-

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The city sample at jodhpur has increased to nearly 90,000 LPD(june,2009) and has shown a steady growth over the last twoyears. Toned milk is the only type of milk processed. The dairyalso manufactures other fresh products, but the production isorder based and is has a very insubstantial contributiontowards the total sales of the dairy.

A)- DISTRIBUTIONSYSTEM

The dairy has appointed retailers (booth agents) throughout the

city who sell milk. There are 330 agents in the city and these

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have been distributed over ten different routes. The dairyhas provided tin booth to some of the agents while some ofthemhave been provided with parlors. Currently 26 parlors areopened by the union. A break upoftypes off booth agents isprovided in the graph.

The dairy has to spend Rs. 20lacs on transportation for transferof milk from one place toanother

Types of Agents of SARAS (Retailers)

As we see from the figure, more than half of the agents areroadside retailers. Both the shops and parlors are stonedstructures the differences being that former are managed bythe dairy staff.

In jodhpur city the numbers of booth falling under each routeare as follows:

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ROUTE

NO

NO. OF

BOOTHS

1 20

2 45

3 50

4 65

5 80

6 65

7 60

8 75

9 60

10 15Routesof

LiquidMarket

Route 01

InJodhpur

Pal road, Shankar Nagar, Subhash colony, Pal gao (20Booth)

Route02Saradpura, Jalori gate, Kabutaron ka chowk, Navchokiya,

Chandpole, Mawdiyo ki ghati, Bakramandi (45 Booth)

Route03Mahatama Gandhi hospital, Railway station, Sojatigate, Bari, Old stadium, Ghantaghar, Ummed Chowk.Bagar Chowk, Nagori gate, Killa road, MEDTIA gate. (50

booth)

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Route04

Masuriya, Sharmik colony, Baldev Nagar, CHB SuthlaChopasni gao Chokha. (65booth)

Route05Isai ka kabristan, Bhagat ki kothi, Madhuban colony,

Jhalamand choraha, Saraswati Nagar, Kuri bhagtasni,

Sangariya road.(80booth)

Route0612th Road, Akhaliya choraha, Pratap Nagar. KNN, Sangariyaroad Kuri bhagtasni, (80Booths)

Route07UITPWDchoraha Central school(Airforce area) Gold course

scheme Airforce area Ratanada Shikargadh Mohanpura Ajit

colony(60booths)

Route08Rai ka bagh Partvi pura BJS Banar Vidhayia Nagar Mahamandir

Shakti Nagar Bhadasiya Maderna colony.(75booths)

Route09PaotaMandore road Basni Nagori bera Lal sagar Magra

punjalaChainpuraLaw collage(60booths)

Route10

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ITI choraha, Shastri Nagar, Jaljog choraha Regidency road, Rotarycircle and near,(15booths)

The morning supply starts at 3.00 a.m. and last point by5.30 a.m., while theafternoon supply starts by 4 p.m.

B)- ASC SUPPLYSupply to the ASC centers from a substantial part of the total

sales of the union. Rate of the ASC supply is decides at

pune.

This process is done through tender. Rajasthan Co-operative

Dairy Federation Limited ofJaipur fills tender. Thejodhpur

union is catering to four ASC centers at present. They are

jodhpur, jaisalmer, jessai and Pokaran. The contract is made

through RCDF and rates at which supply is decided keepingin mind the prevailing market price at that time. The army

pays the transportation cost or as is the case with pokaran

ASC the army vehicle comes to collect the milk from the

chilling centre. The details for supply are given in the table

below:

ASC CENTER SUPPLY FROM AVE.SUPPLY(LPD)approx

Jodhpur Jodhpur 5500

Jaisalmer Pokaran 1000

Jessai Barmer 900

Pokaran Pokaran 500

Army supply details

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From the chilling centers of pokaran and Barmer milk issupplied to ASC centers at jaisalmer and jessairespectively. Barmer center has started city supply sinceapril 1997. Milk from pokaran is supplied in sealed cans toASC, jaisalmer, while the other two centers (Barmer and

jodhpur) supply packed milk to the ASC.

C)PAYMENT AND INDENTING POLICY Everybooth has been allotted number, same as the boothregistration number, in the jodhpur credit and co-operativeBank(JCCB). By 2 p.m ever day, the booth agent has todeposit the full amount for the quantity ofmilkhe indentsfor the next day. The total indent list of the booths ofalldifferent r

routs reaches the dairy by 3p.m and accordingly the

production department is given the target for the next day.

However in the new indenting policy the transporter collects

the indent for the next day and the money when he returns

to the booths to collect the carats.

D) COMMISSION AND INCENTIVE

SCHEME

The commission to a both agent is ninety paisa per liter ofmilksold. This commission gets accounted on a monthly basis and is

then deposited in the agents account in the jodhpur Credit Co-

operative Bank. There are no other incentive schemes for the

agents at present.

Subject to Commission &

Incentive

Rs./liter

Commission Rate on Milk 0.60

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Sale

Incentive 0.15

Electricity Expenses 0.15

Total Commission 0.90

(Commission of a both agent)

PROCUREMENT AND SALES

Milk from the DCS is collected and brought to the six chilling at

Balotra, Barmer, Phalodi, Pokaran, Merta city and Naguar as well

as directly to the plant at jodhpur. From these chilling centers,

milk is brought to the plant at jodhpur by milk tankers.

From a mere thirty-eight Dairy Co-operative Societies (DCS) atthe village level in 1974, the union has been able to establishand organize 782 DCS, out of which 375 are functional as in2003-04. The total memberships of all these DCS stand at 51797.

There has been a remarkable increase in procurement during theIst five years, from an average of 39987 LPDin 1999-2000 to63293 LPD in 2003-04, an increase of 58 percent.

The table given below provides chilling centers wiseprocurement details of the milk procured. The average fatpercentage in the milk procured by the union is 4.5%, theaverage SNF percentage

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being 8.5% the average SNF content was below 8.3% about sixmonth ago and the union has to mix milk powder(SMP) in orderto bring the level of SNFG up to 8.5%. however due to strict stepstaken thereafter the SNF content has gone up now. According tothe PFA (prevention of food act) standards minimum percentageof fat and SNF should be 3% & 8.5% respectively.

The collection of milk is contracted to transporters. The averagetransportation costs for the various chilling centers areproviding in theTable.

Procurement ofmilk

Chilling

plant

Average

procurem

ent

No.

of

route

s

Average

Fat &

SNF

TRANSPORATI

ON cost

Pokaran 7419 4 5.0% 8.5 0.55

Phalodi 7448 11 4.0% 8.4 1.04

Balotra 13803 7 4.1% 8.6 052

Barmer 15993 18 5.0% 8.6 0.79

Merta 7083 4 4.3% 8.6 0.72

Nagore 1927 4 5.0% 8.4 2.38

Bilara 26669 4 5.0% 8.9 0.10

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Direct toplant

11290 10 4.5% 8.5 0.82

(Chilling Centre wise procurements details)The payments to the DCS is done every week PRDUSS pays themaximum procurement price to its procurement price to itsproducer vis--vis oher dairies of the state, though recentlyhave been lowered.

MONTH WISE PROCUREMENT OF MILK PER DAY

Year 02-03 03-04 04-05 05-06 06-07

April 41.8 54.5 74.9 89.6 98.3

May 45.0 49.2 68.3 61.8 67.1

June 38.9 46.8 70.4 54.3 69.8

July 31.5 47.3 74.7 62.2 78.5

August 35.8 44.3 75.8 58.4 77.9

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Septemb

er

34.9 45.1 84.9 49.1 88.7

October 29.5 48.1 56.6 44.5 63.9

November 37.3 53.1 54.8 58.3 62.9

Decemeber

48.8 73.8 100.7 72.3 102.4

january 59.6 86.2 100.9 74.9 114.3

Febuary 63.4 88.8 109.8 73.9 112.4

March 60.4 80.5 95.5 68.0 99.8

(Month wise procurement of milk per day)

MILK PROCUREMENT V/S SALE

MILK PROCURED SALE

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97-98 33.1 18.0

98-99 41.1 19.2

99-00 44.0 28.2

00-01 43.2 37.2

01-02 40.0 44.05

02-03 43.9 54.09

03-04 59.11 60.23

04-05 86.31 72.07

05-06 63.29 72.1

06-07 86.33 95.34

(MILK PROCUREMENT V/S SALE)

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MARK ET SH ARE O F MILK PRO DUCTS

Milk products ofSaras dairy, Jodhp ur

Typesofmilk

Rs.21/li

Rs.20/li

Rs.18/li

Fresh Milk Products ofSaras dairy, Jodhpur

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Rs.6

Rs.5

Rs 27 and Rs.125

Rs. 110 and Rs.

Rs.8

Rs.9

Rs.1

Doub leToned Milk

Composition:Fat %(Min.)-1.5SNF %( Min.)-9.0

Pack Size-1/2 & 1 liter, 5 liter

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Self-Life/bestbefore; 2 days from the date of packing whenstored below 8 C

PRICE-Rs-19.00(liter), Rs 9.50(500ml), 95(5 liter)

Toned Milk

Composition:

Fat %(Min.)-3.0SNF %( Min.)-8.5Pack Size-1/2 & 1 liter, 5 liter


PRICE-Rs-21.00(liter), Rs 10.50(500ml), 105(5 liter)

Stand ardMilk

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Composition:

Fat %(Min.)-4.5SNF %( Min.)- 8.5

Pack Size-500ml& 1 liter


PRICE-Rs-23.00(liter), Rs 11.50(500ml)

Taaza

Composition:Fat %(Min.)-3.0SNF %( Min.)-8.5Pack Size1 liter

Self-Life/bestbefore; 120 days from the date of packingwhen stored below 8 C

PRICE-Rs-32.00(liter),

Dahi

Composition:

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Fat %(Min.)-3.0

SNF %( Min.)-8.5Pack Size:- 200gm

Self-Life/bestbefore; 120 days from the date of packingwhen stored below 8 CPRICE-Rs-8.00(2gm)

Paneer

Composition:

Fat % 50 on dry matters

Moisture%( Max.)-60Pack Size:- 200gm

PRICE-Rs-125(1kg), 25(20gm)

Self-Life/bestbefore; 15 days from the date of packingwhen stored below 8 C

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ChaachComposition:Fat %(Min.)-2.0

Acidity% (Max):0.45

Salt:0.75,T.S.%: 6-7%SNF %( Min.)-8.5Pack Size-250ML, 500ML, 1 LITERPOUCHSelf-Life/bestbefore; 7 days from the date of packing when storedUNDER REFRIGERATION BELOW

PRICE-Rs-7.00-500ML

SPECIFICATIONSFOR ICECREAM

Fat % 12.0+0.5%(Min 10.0%

%Protein (Min)) 3.5%

%TS (Min) 36.0%

Self-Life/bestbefore; 6 month from the date of packingwhen stored below 20 C

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SPECIFICATIONSFOR CANN ED RASGULLA

Moisture% by Wt. Min 5.0Fat5 by wt, Min 5.0

Self-Life/bestbefore; 6 month from the date of packingwhen stored cool and dryplace

GHEE

Composition:

Moisture%(Max) 0.3

FFA%(MAX) 0.3

Meets Agmark Standards.

Pack Size 1liter polypack in duplex board carton 5 liter in tin

Self Life / Best Before 9 month from date of packing for tin, 6month for poly pack

Price Rs 230 per kg

CHEESE

Composition:

Fat%(Min) 4 on dry matter basis

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Moisture%(MAX) 47

Added sales( Max) 2.5

Pack Size 400 gm, in metal cans

Self Life / Best Before 12 month from date of packing underrefrigeration at 4C.

LASS I

Composition:Fat%(Min) 2.0Acidity% (Max) 0.5

Added sugar 8-10%T.S% 16-17%Pack Size 250 ml, poly pack

Self Life / Best Before 7 Days from date of packing underrefrigeration below8C. Price Rs 7.00 (250ml)

TABLE BUTTER

Composition:Fat%(Min) 80.0Moisture%(MAX) 16

Salt 2.3+ .02%, Crd% (Max) 1.0

Meets Agmark StandardsPack Size 100 ,g 500gm,

Self Life / Best Before 12 month from date of packing underrefrigeration below 20 C.

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Pr se Rs 87.00 (500gm) 18.00 (100gm)i ,

FLAVOUREDMILK

Composition:Fat%(Min) 1.5

SNF %( Min.)-9.0Added sugar AND PERMITTED FLAVOURS.Pack Size 200 ml, bottle & Tetra packFlavouras Elaichi, Coffee, Straw Berry & Chocolate.Self Life / BestBefore 3 month from date of packingPrice Rs 11.00 each

MAWAComposition:

Fat% 30 on dry matter basis.Moisture%(Max) 30-35Pack Size 200 ,g m

Self Life / Best Before 20 days from the date of packing whenstored below 8 C.

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TASK

1. To conduct a comparative study of the growth of Saras.

2. To conduct survey of Saras parlors and booths to know their problems

and short them out. To get feedback from parlors and booths.

3. To get feedback customers and find their problems. Satisfaction level,

take their suggestions and help Saras Dairy Jodhpur to implement those

suggestions.

4. To take responses from people who do not use Saras products and find

answer to the question.

Why they are not using Saras Product

5. To judge the satisfaction level of employee of Saras Dairy, Jodhpur.

6. Take part in extra activities for increasing sale.

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MY DAILY SCHEDULE

My tasks at the on job training are to study the working of Saras plant,

gather complete information about Saras, conduct market and booth surveys.

The daily schedule that I follow to complete this tasks are:-

Sign in the company office 09:50 AM Make plan for the whole day - between 09:50 AM to 10:15 AM Go to the field conduct market survey and booth survey 10:30 AM to

12:30 PM

Lunch time 01:30 PM to 02:30 PM Visit the plant to understand the working of the plant 02:30 PM to 03:30

PM

Discuss with my company guide about the task for the next day 03:30 PMto 04:30 PM

Submit the daily report to the Assistant Marketing Manager 04:30 PM to05:00 PM

Sign out of the company 05:00 PM

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MAINTASKSAND TARGETS

Targets are defined as goal, which has to be fulfilled and sounds

compulsiveness. Without setting target it is difficult for anybody to achievehis/her objective.

The targets that are set for me during the training are:-

1) To make maximum people aware to Saras.

2) To interview 100 homes to know their views and opinions about Saras

products.

3) To conduct a comparative study of the growth of Saras

(PRDUSS Ltd., JODHPUR)

3) To conduct survey of Saras parlours and booths to know

their problems and sort them out. To get feedback from Saras

parlours and booths.

4) To get feedback from customers and find their

problems,

satisfaction level, take their suggestions and help PRDUSS

Ltd., JODHPUR to implement those suggestions.

5) To take responses from people who do not use Saras

products and find the answer to the question, Why theyare

not using Saras products.

6) To Learning Technique increase the sale of products..


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STRATEGY

A marketing strategy is a process that can allow an organization to

concentrate its (always limited) resources on the greatest opportunities to increase

self and achieve a sustainable competitive advantage.

A marketing strategy is effective when it is an integral component of

corporate strategy, defining how the organization will engage customers, prospects

and competitors in the markets Arena for success. It is partially derived from

broader corporate strategies, corporate mission, and corporate goals. They should

follow from the firms mission statement. They are also influenced by a range of

micro environment factors.

SURVEY RESEARCH

A survey research is defined as the method of collecting information by

asking a set of pre formulated question in a predetermined sequence in a structured

questionnaire to a sample of individuals drawn so as to be representative of a

defined population. These questionnaires are administered to an individual or a

group of individual through interview. Typical survey objectives involved

describing or learning from an ongoing activity by studying the changes in

behavioral pattern of the subjects of interest of the researcher.

Method of survey research used by me: Door to Door interview.

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PROBLEMS / CONSTRUCTIONS / LIMITATIONS

Any research in any field topic gives some new results, discovering new

areas etc. but there are always some limitations thereof.

The limitations that I came across during the course of my training at Saras

Dairy, Jodhpur are:-

The data collected is totally depended on respondents view which could be

bias in nature.

Sometimes respondents do not give a response or give partial response. It is

called non response error. The reason may be lack of knowledge or

unwillingness to answer.

During the survey I came across unfavorable weather condition like

scorching heat and dust storm.

There is the limited time available each day and lots of tasks have to

complete in a day like preparing a reports conducting surveys.

Transfers given by the respondents are not always correct and may be

misleading.

It is a very time consuming to go Door to Door in order to conduct a survey

of various homes and find their views and study their buying behavior.

Sometimes it becomes very difficult to convince people as many of them are

not at all aware of Saras products and some are very stubborn. It becomes

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slightly difficult to convince such people but it is challenging task and a

good learning experience.

Being trainee, non confidential information about the organization is

available. This sometimes becomes a hurdle during the training.

In some cases the respondent is not present at home.

Sometimes the respondent are not executed, personal interviews are

successful only when the respondents are educated.

The limitations that Saras Dairy comes across are:

1) Low availability of raw milk in summers.

2) Dependence on milk producers.

3) Milk can be produced not manufactured.

4) Increasing competition in dairy industry.

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LEARNING IN THE EXECUTIVE TRAINING

Each day is a new learning experience and so was the case during my

executive training. Every day I learnt something new during my training.

I learnt the following:-

First and the foremost, I learnt to practically apply the knowledge gained

through theory classes and bridge the gap between academic institution and

corporate world.

Understand the importance of job responsibility.

How co-ordination is maintained between different departments like

marketing, human resource, administration.

Learn the ways to increase milk procurement.

Understood the distribution network adopted by Saras Dairy.

Understood how the management keeps its employees satisfied and retain

them.

The marketing strategies adopted by Saras Dairy.

Learnt how to conduct Door to Door interviews. Initially I felt slightly

uncomfortable conducting the interviews but with time I learnt a lot and

became very comfortable conducting Door to Door personal interviews.

Learnt how to build a good rapport with a staff.

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RESEARCH ANALYSIS

[A] CONSUM ER SA TISFACTION LEVEL IN

M IL K

Q NO (1)- Milk purchased from?

Key findings and suggestionstotal milkconsumption in jodhpur urban is approx.4 lac. Liters. Outofwhich saras is sharing only 29% market share. So, it is suggested

that to increase the market share we should make sound

interventions in supply chain management i.e. direct delivery to

consumers to grab the share of dholwalas. Strategies against

growing share of milk mandi i.e. chowta and local shops must be

formulate to gain competitive advantage

Q. NO (2)-Packets prefer red ?

Key finding and suggestion-as standard is incommanding position, but we have to increase the sell ofgold,

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which lays highest margins among all the categories. Goldcontains maximum fats and targeting affluent segment ofsociety.

Q.NO- (3) Average quantity purchased per

month?

Key finding and suggestion-most of the consumersand families are consuming 50 ltrs ofmilk per month. So it issuggested that we should persuade them to increase theconsumption of milk by informing the value and new use of themilk in the dairy life. Consumers, which are purchasing below 50ltrs per month, should be emphasizing while message iscommunicated. Advertising is required to them buy morequantity ofmilk.

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Key find ing and sug gestion- As we are offeringdifferent mix of fats contents in the packets, so it is quite possible

that 37 % people were expecting more then what they have paid

in terms of different packets charging differently.

Do you find price setmilkpacketsarereason able against othermilksourcesinjodhpur ?

Key

find

ing

and

sug

gestion

As competitors pricingpurely depends upon demand andsupply of milk during thedifferent seasons of the year. So 42 % peoplewere arguing against the same price all through the year,conveying that they should charge less in winters, when supplyof milk is highest and demand is comparatively low. As othersources lower down their prices during winters in absence

demand. Pricing strategies can be reformulated to oppose the

consumer grievances.

Q. NO- (4) IF YOU ARE A SARAS CUSTOMER.

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(A) Are you gettingthe requi redsupp lyfromsaras ?

Key finding and suggestion---Most of the consumersare satisfied with quantity served, so no more measuresrequired to make changes.

(B) Are you gettingthe milk timely?

Key finding and suggestion Booths located inremote areas of jodhpur such as mandore and berry are notgetting the milk timely, so we have to increase the numberof vans to send the milk at desired places within given frameoftime.

(C) Doyou find saras boo th is con venient toapproach?

Key finding and suggestion ---23% people who arefacing this problem will be definitely satisfied in near futurewith the proposed plan of department to launch 100 new

booths in different parts ofcity.

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(D) Do you find milk of saras is freshand hygienicagainst the exposed?Milksold in the marketbyothersources?

Key finding and suggestion -- 69% is a per value ofsatisfaction, but people finding milkofchouta is fresh brings anegative frame of mind regarding cold milk. So, we have createa health communication regarding our products to erase theimage of cold milk from mindsets of those consumers.

(E) Do you find sarasbooth is cl ean and well

maintained?

Key finding and suggestion Proper clening andmaintenance rules and regulationsare required to thebooth holders

Q NO (5) Quality of milk.

(A)Do o find milk fresh?

Key finding and suggestion same as 4 d

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Q NO (6) Hom e de liveryservices

sa tisf action.(A) Do you want ho me delivery service?

Key finding and suggestion Future of serviceindustry is home delivery So it is very crucial to activate homedelivery system in our distribution pattern. After implementingthe home delivery we can grab most of the share ofdholwalws.

(B) Are you satisfied with ho me delivery service?

Key finding and suggestion --Service vans andchannel of distribution are not satisfactory, i.e. most of thepeople are unsatisfied and hence rescheduling of home deliveryis required toinstalled.

(C) Can you submit advance money for home

delivery service?

Key finding and suggestion --since satisfaction levelof consumers towards home delivery service is not at par. Soafter increasing sound pattern of home delivery, it willautomatically attract the advance payments.

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Q NO (7) Do you find pa ckingand

labelingsafe and att ractive?

Key finding and suggestion --No more interventionsare required in packing and labeling is required, became it isquite safe

(B) Do you findtastier?

Key finding and suggestion --Test is a matter ofindividual specific ness, so wereally require here moreinterventions in product ingredients

(c)Do you find milk is con centrated andcreamy?

{B}Ma rket shareof Sa ras in othe r da iry

Products.

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(1) GHEE

Key finding and suggestion-- since majorcompetitors are leading due to low pricing e.g. Krishanaand

Amul. We have to reformulate the pricing strategy of ghee to gainthe overall market competitiveness, As low priced ghee is more

preferable along with quality standards. Here others brands are

doing well. i.e. exposed local and dalda etc.

(2) BUTT ER

Key finding and suggestion --Butter product is themost speculative target for saras. Equipment Amul is havingmajor share. Saras needs advertising exercise and shouldpromote the sales of butter. Repositioning is required in sarasbutter to persuade the localconsumers.

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(3) Paeer

Key finding and suggestion -- saras should not do anexercise in paneer, because it will be futile due consumerpreferences in terms of fresness as they only like to buy freshmade paneer from local shops and wholesalers from rural areas.Saras should emphasize to meet the seasonal demands ofpaneer during marriage season.

(4) Shr ikhand

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Key find ing and sug gestion --Shrikhand needs extrapromotional efforts, Amul is famous due to Gujrat pricing also can

be re-evaluted because Amul is charging 1Rs per 100gm

(5) Fl avored m ilk

Key finding and suggestion --Amul is having biggershare due to all india exposure ofbroadcasting media, but stillSaras can grab a healthy share with local media advertising.

(6) Co ld chh anc h

Key finding and suggestion --local cold chhanchsuppliers like janta and poker are selling it heavily duringsummers. So it is recommended to bring some promotionalschemes and provide a healthy supply to local shops, wheresales can be increased

(7) Lass ie

Key finding and suggestion --Consumers grievancessuch as concentration and the technical drawbacks of lassi ofsaras. So such grievances must be redressed promptly. Mostlyconsumers like to have lassi local vendors, so totally consumerpreferences areunfavorable.

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(8) Curd

Key finding and suggestion --same as to lassi

(8) Ic e-cream

Key finding and suggestion --ice cream is a diversemarket as it having numbers players saras is having low shareand ready for repositioning of whole range of ice creams oncoming festival ofraksha-bandan. Heavy promotional effortsare required to grab the sound position in the mark.

RESEARCH DESIGN/METHOD OLOGY

Resarchdesign is defined as a systematic and objectiveprocess of gathering, recordingand analyzing data that providesinformation to guide business decisions. The process ofbusinessstrategy can be divided into three phases plann ing,execution

and report preparation. The planning phase begins fromproblem/opportunity identification and leadsto selection of the

sampling procedure. Data collection and evaluation can bedescribed asthe execution phase of the business research

process, while report generation can be considered as the lastphase.

Ste ps in the researchdesignprocess

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Identifying and Defining Problem/Opportunity

P

LPlanning the strategy

A

N

N

I

NSelecting the method ofstrategy

G

Selecting a Sampling

Procedure

E

X

EData Collection

CU

T

I

OEvaluating the Data

N

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REPORT

PREPRATION

Preparing and Presenting the Report

Ma rketi ng research is defined as the formal process of

collecting information, analyzing the result, communicate the

findings and implementation in terms of marketing actions.

Analysis of information is used in evolving some marketing

and

financial decisions.

Theresearchmethodologiesusedto collectdata

areof two types:

1) Primary method: In this type of method data is collectedwith the help of face toface interaction with a person.

2) S e co n d a r y method: It does not involve face to face interaction. Inthis type of method data is collected through other sources like internet,books, etc.

In this project I have used both the methodologies to collectthe data.

Pr imary Metho d:

1)I have used primary method to collect data from variousdepartments of Saras Dairy, Jodhpur(Alwar Zila DugdhUtpadak Sahakari Sangh Ltd., Alwar) by talking to headsand staff members of each department.

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2) Data is also collected by preparing a questionnaireand asking the respondents to fill up the questionnaire.

3) Data is also collected by conducting one to one interviews.

Second aryMetho d:

1. I have used secondary method to collect some data fromthe annual accounts of the company Saras Dairy, Alwar(AZDUSS Ltd., Alwar)

2. Data is also collected from the Annual publication of Saras(Magazine)

Researchmeth odologyadopted for the stud y

During my research I have tried to

Assess the brand image that the company holds in theminds of the customers.

Assess the impact of promotional activities.

ANALYSISOFSURVEY

Market for Dairy Industry is captive, as people will stop dairy

products. In addition, the market for dairy products will keep on

increase will the increase of awareness in the people. Increasein

adulterated material is showing a new path to the large scale

dairy industry. It also gives a huge employment to many

unemployed. The main positive point for the Dairy industry is

huge turnover and return with low investment.

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Large scale dairy industry helps in social benefit by taking carethe public health by selling fully Quality control productsaccording to the norms of govt. The industry should also keepan eye on the Fake products produced by the company`s nameCompany should also see that their products are not soldbeyond M.R.P.

During the last few years the dairy scenario has undergone adiversity change. Due to entry of other competitors, it hasbecome necessary for saras to frame new strategic thatenable them to survive and thrive in the long run. The wholeconcentration has thus shifted to ensure the customerservices with maximum satisfaction of the customers.

Customer service in dairy sector refers to the satisfaction ofneed of the customers at the right time as per theirrequirements. The quality of customer service directly affectscustomers patronage as these companies are basically sellers ofpublic utility services. Success or failure of these companiestherefore, depends on the quality and the range ofservicesoffered to the customers.

Though the have a lower share in customer deposits, theycommand a higher share ofthenet profit. However, theydifferentiated their operations by focusing on premier customersand set superior standards in productivity, customer service andoperating efficiencies by using state of the art technology. Globalbest practices were introduced and practiced. More importantly,they built durable competencies by attracting the bestmanpower, building proprietary technology and process and bybuildingstrong brand image.

This research study has attempted to assess feedback to thegaps. Which are yet to be. This chapter covers exclusivelythe analysis of survey results.

THESURVEY

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It was decided to conduct a survey of 100 workers/employeesto assess the consumer profile in saras dairy. Random samplingtechnique was used to pick out a sample ofthe consumers. Astructured questionnaire was used to obtain information aboutvarious aspects of the marketing department.

THEANALYSIS

Thequestionnaire was prepared to bring out the various aspects

of Marketing management provided by saras dairy. According,

some questions were asked to the respondents. Question wise

analysis revealed the following;

1. SATISFACTION LEVEL OF T H ER E S PO N D E N T S ; - An attempt was made to know thesatisfaction level of respondents. The following informationwas obtained in response to this question.

LEVELOF SATISFACTION

S.NO Level of

satisfaction

No. of

respondents

Percentage

(%)

1 HighlySatisfied

30 75

2 Satisfied 5 12.5

3 Unsatisfied 5 12.5

Total 40 100

The table reveals that consumers are highly satisfied as 75%.Respondents have said this. There is balance percentage ofdissatisfied and less satisfied consumers i.e. only 12.5% havesaid like this the reason behind this is that there is good relationwith

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the consumers and they are also satisfied with productsand benefits provided by theorganization

2).FEE DBACK OF SARAS DAIRY --As we know thatproviding service is not enough so it become essential for themarketer to know the feedback of the consumer regardingservices and products.

Feedback of Saras Dairy

S.No Attribute No.of

respondents

Percentage

1 Yes 35 87.5

2 No 5 12.5

Total 40 100

The table reveals that as 87.5% respondents are contacted fortaking feedback ofsaras dairy so it proves that saras dairybelieve not only in providing service but in taking feedbackfrom consumers.

3) W ORK ING ON CO M PLA INTS - -The listening ofcomplaints from consumers regarding products are neglected sothe marketer should take essential step for solving the problemofconsumer.

Working on complaints

S.No Description No.of respondents

Percentage%

1 Yes 25 62.5

2 No 15 37.5

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Total 40 100

The analysis that saras dairy is working on the complaints is

given by the consumers.

4) PROB LEM REG ARD ING PR IC I ING --Price isessential part of marketing mix.

Problem Regarding Pricing

S.No Description No.Ofrespondents

Percentage%

1 Yes 25 62.5

2 No 15 37.5

Total 40 100

The table that as 37.5% respondents having no problemregarding pricing, and 62.5&% have problem regarding.

Thus, his reveals that saras have no control on price.

5) PACKAG ING OF SARAS PRO DUCT S -- Today thepackaging of products have gret impact on the consumers. Ifthe packaging is good then it becomes easier the marketer tosell product.

Packaging of saras products

S.No Description No.Of

respondents

Percentage%

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1 Yes 37 92.5

2 No 3 7.5

Total 40 100

MY OBSERVATION OF SARAS DAIRY

Now I have completed my 45 days as an intern in Saras Dairy, Jodhpur and

during these 45 days as training I carefully observed various aspects of the

organization.Here I am presenting my observation and findings using the Constant

Sum Scale. I have divided a total of 100 points into various attributes that I

observed. The maximum that can be allotted to the factor are 10.

The various attributes that I observed and the point I allocated to each

observation are presented below in the tabular format:-

Serial Characteristics of Saras Dairy Number of Points

1 Variety of milk provided by Saras Dairy 9

2 Prices are affordable 7

3 Quality in hygiene 10

4 Enough range of FMP 8

5 Round the clock availability 4

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6 Staff is corporative 9

7 Customer awareness 8

8 Employee Satisfaction 8

9 Market reputation 9

10 Advertisement and Publicity 5

11 New project and development 5

12 Channels of marketing 8

13 Give weightage to suggestions 10

Total 100

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RECOMMENDATIONS

On careful observation of Saras Dairy during the training period I have the

following suggestion for Saras Dairy, Jodhpur which on proper implementation

may provide a big boost to it.

All information regarding Saras Dairy and its products should be available

on internet.

Increase in advertisement and publicity.

Motivation program for booth and parlor owners.

Marketing department should be well furnished and attractive.

Jodhpur Dairy should give milk products competitive prices and facilities.

Glow sign boards should be provided to booth and parlor owners.

New product should be launched like ice-cream.

To popularize Shrikhand free sample may be distributed at some public

place.

Inspection and frequent check of booth and parlors.

Good co-ordination between marketing department and booth, Parlor owner.

New technology should be adopted from national and international

Company Experts in the Field.

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CONCLUSION

The project marketing strategies of milk products withspecial reference toSARASDairy in Jodhpur has been

undertaken during the training period gave anopportunity to study the system in detail and have an

insight into the organization marketing. The organizationhas a very well thought out organizational structure,

streamlined procedure and well-motivatedworkforce.

The objectives are very clear and unambiguous. Themotivation levels very high and everyone seemed to behighly satisfied with marketing strategies as well as the

attitude ofthe management.

As we know that SARAS is very big organization andmarket leader in dairy products. Ithas maximum marketshare in Milk, As we knowSARAS is a co-operativeorganization, With the help of research, company can

find out its week points in Dairy product and can increaseits market share through rectify mistakes. People have

believed inSARASS product and they will accept

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Thesur vey resultedinto followi ng conclusions:

SARAS must come up with new promotionalactivities such that people become aware about Ice-cream,

Quality is the dominating aspect which influencesconsu mer to purchase SARAS product, but promptavailability of other brands and aggress ivepromotional activities by others influences theconsumer towards them and also leads to increasesales.

In comparison to SARAS Products, the otherplayers such as Amul, and Krishn a provide abetteravailabilityand give competition to the hilt.

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People are mostly satisfied with the overall qualityof SARAS Products, but for the existence in the local

market SARAS must use aggressive selling

techniques.

APPENDIX

I prepared many questionnaires to perform the survey taskassigned to me. These questionnaires were first shown to theofficials of the Saras dairy and after their acceptance andconsent they were implemented to do the assigned task. Thevarious questionnaires prepared by me to conduct surveys andinterviews are enclosed in this section.

Paschim iRajasthan Dugdh Utpadak Sahakari Sangh Ltd.,

Jodhpur

Date:

Questionn aire for Customers

1)Name :

2)Add ress :

3)Pro fess ion :

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4)Age :

5) Are you awa re ab out Saras? Yes No

6)Numberoffamilymembers :

Adults Children

7) Do you useSarasProducts : Yes No

8) Ifyes which productsdo you use?

Milk : Full Cream Toned

Skimmed DoubleToned

Butter Dahi Ghee

Paneer Shrikhand

Chhach : Plan Namkee n

Lass i : Swee t

9) Are you satisfied with qualityof Sarasproducts?

Yes No

10)Do you think that Sarasproductscan be improved

further?

Yes No

11)Howdo you came to know about SarasDairy ?

i.)Advertisement ii) Friends & Relative

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iii)Through booth agents iv)Others

12 )Do you have any sugg estionsfor further improveme nt

of Sarasproducts?

13 )Which is your nearest Sarasboo th?

14 )Are numberof boot hs sufficie nt in your locality?

Yes No

15 )Are all productsava ilab le at the boo th?

Yes No

16 ) Youerbooth hol der gives you home delivery?

Yes No

17 )Do you wa nt Sarasto introduceany new product?

Yes No

Ifyes,which typ es of products?

18 )Are you satisfied with the price of SarasProducts?

Yes No

Ifnot why and what should be the right price?

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19)Do you thinkSarasDairy work on the com plaints given

by the consumers?

Yes No

20) How do you scale SARAS Products?

ATTRIBUTE POOR AVERAGE GOOD E XCELLENT

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILITY

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AGE N CY H O L D E R QUESTIONNAIRES

BOOTH OWNER

NAME=

BOOTH

LOCATION=

BOOOTH NO=

Q1.From how long you taking SARASmilk ?

A)1Yr B) more than 1 Yr C) lessthan 1Y r

Q2.Are satisfied with SARASservice?

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BIBLIOGRAPHY

BOO KS

Marketing management-philipkotlerMarketing Management in Indian perspective- jha &

Singh

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Pamphlets and information from SARASDairy

Learning % observation from SARASDairy

1. w w w.sarasdairy.com2. ww w.google.com

3. ww w.marketresearch.com

4. ww w.dairy.com

5. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

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Documents

24669194 Report on Saras Dairy