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Abida Inamdar Senior College

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PROJECT REPORT ON PRODUCTION AND MARKETING PROCEDURE OF KATRAJ DAIRY FOR THE YEAR 2009-2010

IN PARTIAL FULFILLMENT OF BACHELOR IN BUSINESS ADMINISTRATION OF UNIVERSITY OF PUNE THROUGH

ABEDA INAMDAR SENIOR COLLEGE

SUBMITTED BY :MOHAMMAD OBAID ANSARIAbida Inamdar Senior College

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ACKNOWLEDGEMENT

To begin with I pay my in-dept thank and prayer to the Almighty for given the strength and helping to overcome all the hurdles of my life successfully. I am very much grateful to guide Prof.Tushar Rathore without his support this research could have not been completed. I sincerely thanks for his consent inspiration, guidance, encouragement and sympathetic attitude. I express my deep gratitude to t

hanks Katraj dairy manager and all the employees for given me necessary information and helping throughout my project. My special thanks to my friends and teacher for their support in all possible ways and I really acknowledge them.

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Katraj dairy

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PREFACE

I have great pleasure to place the project on ''KATRAJ DAIRY'' in the hands our

BBA students and teacher. It covers revise research methodology applied to makethis project successfully. It gives us immense knowledge about the management and various strategies of business, production and marketing. This project is outcome of series of interaction that we had on Katraj dairy with the management personnel and marketing department. I made a sincere effort to give necessary details of Katraj dairy in long ways. At appropriate places, illustration, charts, diagrams, models have been given so, to understand the complete concept and process of research methodology at the end of the project. I have given adequate numbers of question. I am thankful to the management production and marketing department of Katraj dairy for their kind co-operation encouragement in helping this project and thankful to our research Prof.Tushar Rathore and Vice-Principal, Dr Shaila Bootwala for their support and guidance. I am thankful to Katraj dairy staf

fs and Abeda Inamdar Senior College for their help and co-operation.Abida Inamdar Senior College

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TABLE OF CONTENTS

CHAPTER NO . PAGE NO. CHAPTER - 1 A 2 B 8 C 10 D 11 E 12 CHAPTER - 2

TOPICS

TITLE OF THE STUDY INTRODUCTION OF DAIRY ASSUMPTIONS OF DAIRY AIMS OF DAIRY OBJE

CTIVES OF DAIRY

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Katraj dairy A 14 1.PRIMARY DATA 14 2.SECONDRY DATA 15 CHAPTER - 3 * A 17 B 18 C19 D 36 E 36 THE FUTURE QUALITY CANTROL MILK PROCEDURE MANUFACTURING PROCESS PRODUCTION INTRODUCTION RESEARCH METHODOLOGY

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CHAPTER - 4 * A 38 B 39 C STRATEGY


MARKETING INTRODUCTION PROCEDURE

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40 D 42 E 43 RATE CARD PRODUCTS

CHAPTER - 5 * A 46 B 47 C 48 D 49 E 50 F 51 G 53 NOTES QUESTIONAIREES BIBLOGRAPHY CONCLUSION RECOMMENDATIONS LIMITATIONS APENDIX FINDINGS

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CHAPTER : 1 INTRODUCTION


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INTRODUCTION OF KATRAJ DAIRY

Pune Zilha Sahakari Dudh Utpadak Sangh Maryadit, popularly known as ''Katraj dairy'' in tha local and branded as ''KATRAJ''. It is a district level co-operativeorganization registered in 1960, involved in processing milk and milk products.Katraj Dairy was established in year 1905 by ''Mama saheb'' when the days was inaugurated the history of organization was started. Katraj Dairy is situated, Pu

ne-411046. which is separated over 12000 sq fts of land. They started their business in a very small scale industry. The company have started with a productionof 0.30 lacs liters for the first year. Today as the production in a big scale in milk cream, ghee and others products also and today steadily grown to over 325lacs liters per day. The organization has a unique advantage of its strategic location as it is based in Pune city, A place with a historic and culture importance and major district place in Maharashtra, India with a second educational andindustrial infrastructure, located about 180 km from Mumbai(The Financial capital of India). Katraj was incorporated in 1960 with an intension of providing anorganization facility of milk collection for the village level farmers situatedin Pune District. Katraj Dairy started with milk collection of about 0.30 lacs liters in the first year of operation and today, has steadily grown to over 3.25

lacs liters per day and has a financial turnover of over Rs 150 Cr ( Rs 1500 million/US$ 33 million). Katraj with its six plants spread almost all over the district has an installed milk handling capacity of over 5 lacs liters per day. Themain plant of Katraj is equipped with pasteurizer, homogenizer,

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cream separator, ghee processing ,automatic packing of products and other quality testing devices and well equipped labs. Katraj has an installed processing capacity of 2 lacs liters per day.

Katraj Zilha Sahakari Dudh Utpadak Maaryadit , Pune manufactures/Distributesproductslike;-pasturized/homogenizedcow/standardize milk, toned milk, cream ,ghee, amarkhand, shreekhand, malai paneer,matka dahi, flavored milk ,lassi,zeera tak, table butter,milk powder ,softly ice-cream and in the near future plans to introduce sterilized products like bottled flavored milk.


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ASSUMPTIONS

Short time was main hurdle for this survey. The response from the respondents wasco-operative. The survey area were too far as the city is big enough which causemany transportation problem. I assume that Katraj Dairy members of Production andmarketing have given me true and reliable information for collecting my project.

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AIMS OF DAIRY

Provide milk and milk products to the people of Maharashtra,ie 12 District. Mainta

in good quality of milk and products. Follow the rules and regulation of the Government of Maharashtra and ISO. Maintain discipline and hygiene in the surroundingof the dairy. Maintain the standard of their products in the market. Do the survey and forecasting about the new products in the market.


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Advertise and launch various products. Proper and organized transport system. Wellexperienced and qualified staff. Feed back from the customers in the form of interviews, emails, letters, etc.

OBJECTIVES

To develop more details specification this will provide satisfactory performance.

To determine that production is carried out according to plans. To assured thereis proper quality control. To determine that there is proper co-ordination between machinery and workers.

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Katraj dairy Supply is on regular basis. Dispatch is online.

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CHAPTER - 2 RESEARCH

RESEARCH METHODOLOGY R.Design:The reseacher used explanative and survey method.

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Katraj dairy Population:-

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The researcher studied dairy policy of katraj dairy for here research study andvisited PUne Zilha Sahakari Dudh Utpadak Sangh Maryadit,Popularly known as Katraj Dairy. There are 3500 employees working in this dairy. Sample:As the researche

r visited. The marketing sector of Katraj dairy selected the sample through random sampling method five employees. RESEARCH METHODOLOGY It is related to the ways and mean adopted by the researchers together the data used for analysis (source of data). Primary data:Primary data is the first hand data as, I am the organitator of this data, I collected this data form the following ways.

Interview technique:-


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It was adopted for collection of information. I interviewed the following members of Katraj dairy. 1. Manager 2. Passing officer 3. Jr. clerk 4. Asst. manager.5. clerk 6. Cashier clerk Structure questionnaire:Method was prepared for personal interview. Questionnaire as divided into two parts. 1. Personal Interview 2.Open questionnaire Secondry Data :Reference books are used and net also used forthis study.

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CHAPTER - 3 PRODUCTION


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INTRODUCTION

Production is defined as the act of manufacturing, mining or growing commodity usually in bulk of sale. One fundamental objectives of marketing is maximum utilization of marketing complex steps than an accomplished taking proper decision marketing plans are designed to fill all the characteristics of selling and distributions operation by determining the general size of marketing and consumer beha

vior. Marketing planning involves study of various alter-native to get designedoutput of product sale. Broadly speaking the production producers concern themselves with the decision regarding the right type of strategy, customers, market,quality, quantity, advertisement and promotion etc. The fundamental objective ofproduction as to market sell right type of materials both in quality and quantity at the right time using the most appropriate method of marketing is the mostaffective manners there must be systematic co-ordination and regulation of various activities for efficient marketing. All elements should be properly determined. To have optimum use of marketing resources with optimum costs and time and having most economical combination.

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THE MANUFACTURING PROCESS

Milk is a perishable commodity. For this reason, it is usually processed locally

within

Dairy cows are milked twice a day using mechanical vacuum milking machines. Theraw milk flows through stainless steel or glass pipes to a refrigerated bulk milk tank. a few hours of being collected. In the United States, there are severalhundred thousand dairy farms and several thousand milk processing plants. Some plants produce only fluid milk, whileAbida Inamdar Senior College

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others also produce butter, cheese, and other milk products.

MILK PROCEDURE

RAW MATERIALS. INSPECTION. CLEANING AND CRUSHING. TESTING. STANDERDISATION. PAEURISATION. HOMOGENIZATION. VITAMIN FORTIFICATION. FILLING. VACUUM SEALING. LABELING. KATRAJ MILK.

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RAW MATERIALS

The average composition of cow's milk is 87.2% water, 3.7% milk fat, 3.5% protei

n, 4.9% lactose, and 0.7% ash. This composition varies from cow to cow and breedto breed. For example, Jersey cows have an average of 85.6% water and 5.15% milk fat. These figures also vary by the season of the year, the animal feed content, and many other factors. Vitamin D concentrate may be added to milk in the amount of 400 international units (IU) per quart. Most low fat and skim milk also has 2,000 IU of Vitamin A added.


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INSPECTION

MODEL PRODUCTION RATE PRODUCTION AREA POWER CONSUMPTION PERSONNEL

: 20315A : 1OOO L/SHIFT : 80-100 SQ MTRS. : 220/380 V 50 HZ 35 KW : 1-2 PERSON

WORKING:- This machine is use for inspection of products. It

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checks the condition of raw material (milk). It detects the hygienic products and takes out from the process of production.

Dairy cows are milked twice a day using mechanical vacuum milking machines. The raw milk flows through stainless steel or glass pipes to a refrigerated bulk milktank where it is cooled to about 40 F (4.4 C). A refrigerated bulk tank truck makescollections from dairy farms in the area within a few hours. Before pumping themilk from each farm's tank, the driver collects sample and checks the flavor and temperature and records the volume. CLEANING


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To ensure sanitary conditions, the inner surfaces of the process equipment and piping system are cleaned once a day. Almost all the equipment and piping used inthe processing plant and on the farm are made from stainless steel. Highly automated clean-in-place systems are incorporated into this equipment that allows solvents to be run through the system and then flushed clean. This is done at a time between the normal influxes of milk from the farms.

TESTING

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: : : : :

20317A 1OOOL/SHIFT 80-100 SQ MTRS 220/380 V 35 A 3Ph 3-4 PERSON

Dairy cows are milked twice a day using mechanical vacuum milking machines. Theraw milk flows through stainless steel or glass pipes to a refrigerated bulk milk tank where it is cooled to about 40 F (4.4 C).


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A refrigerated bulk tank truck makes collections from dairy farms in the area within a few hours. Before pumping the milk from each farm's tank, the driver collects a sample and checks the flavor and temperature and records the volume. At themilk processing plant, the milk in the truck is weighed and is pumped into refrigerated tanks in the plant through flexible stainless steel or plastic hoses.

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STANDARDIZATION

MODEL PRODUCTION RATE PRODUCTION AREA POWER CONSUMPTION PERSONNEL WORKING:

: : : : :

2B375J 1500 L/SHIFT 150-200 SQ MTRS 380 V 35 A 3 Ph 3-4 PERSON

Most milk is standardized to reduce the size of the remaining milk fat particles.This prevents the milk fat from separating and floating to the surface as cream. It also ensures that the milk fat will be evenly distributed through the milk.The hot milk from the pasteurizer is pressurized to 2,500-3,000 psi (17,200-20,700 kPa) by a multiple-cylinder piston pump andAbida Inamdar Senior College

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is forced through very small passages in an adjustable valve. The shearing effect of being forced through the tiny openings breaks down the fat particles into the proper size. The milk is then quickly cooled to 40 F (4.4 C) to avoid harming its taste.

PASTEURIZATION


: : : : :

2B378K 1OOO L/SHIFT 150-200SQ MTRS. 380 V 67 A 3PH 4-6 PERSON

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WORKING:The milkeither whole milk, skim milk, or standardized milk is piped intoa pasteurizer to kill any bacteria. There are several methods used to pasteurizemilk. The most common is called the high-temperature, short-time (HTST) process

in which the milk is heated as it flows through the pasteurizer continuously. Whole milk, skim milk, and

standardized milk must be heated to 161 F (72 C) for 15 seconds. Other milk products have different time and temperature requirements. The hot milk passes througha long pipe whose length and diameter is sized so that it takes the liquid exactly 15 seconds to pass from one end to the other. A temperature sensor at the end of the pipe diverts the milk back to the inlet for reprocessing if the temperature has fallen below the required standard.


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VITAMIN FORTIFICATION

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: : : : :

20318A 1OOO L/SHIFT 150-200SQ MTRS. 380 V 35 A 3 PH 3-4 PERSON

WORKING:Vitamins A and D may be added to the milk at this time by a peristaltic pump, A clarifier removes debris, some bacteria, and any sediment that may be present in the raw milk. The milk is then fortified and pasteurized. which automatically dispenses the correct amount of vitamin concentrate into the flow of milk.


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FILLING

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: : : : :

20406 B 1OOO L/SHIFT 80-100 SQ MTRS. 220/380 V 50 HZ 35 KW 1-2 PERSON


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WORKING: The milk is pumped into coated paper cartons or plastic bottles and is sealed. In the United States most milk destined for retail sale in grocery storesis packaged in one-gallon (3.8liter) plastic bottles. The bottles or cartons are stamped with a "sell by" date to ensure that the retailers do not allow the milk to stay on their shelves longer than it can be safely stored. The milk cartonsor bottles are placed in protective shipping containers and kept refrigerated.They are shipped to distribution warehouses in refrigerated trailers and then on

to the individual markets, where they are kept in refrigerated display cases.

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MODEL PRODUCTION RATE PRODUCTION AREA POWER CONSUMPTION PERSONNEL WORKING:

: : : : :

20407 B 1OOO L/SHIFT AS PER DEPEND ON SIZE.. 30 A 1-2 PERSON

Dairy cows are milked twice a day using mechanical vacuum milking machines. The raw milk flows through stainless steel or glass pipes to a refrigerated bulk milktank where it is cooled to about 40 F (4.4 C).


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A refrigerated bulk tank truck makes collections from dairy farms in the area within a few hours. Before pumping the milk from each farm's tank, the driver collects a sample and checks the flavor and temperature and records the volume. At themilk processing plant, the milk in the truck is weighed and is pumped into refrigerated tanks in the plant through flexible stainless steel or plastic hoses.

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LABELING

MODEL PRODUCTION RATE

: :

20408 B 1OOO L/SHIFTAbida Inamdar Senior College

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PRODUCTION AREA POWER CONSUMPTION PERSONNEL

: : :

AS PER DEPEND ON SIZE.. 220/380 V 50 HZ 35 KW 1-2 PERSON

WORKING:For labeling almost all the equipment and piping used in the processing p

lant and on the farm are made from stainless steel. Highly automated clean-in-place systems are incorporated into this equipment that allows solvents to be runthrough the system and then flushed clean.

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are expected to increase. Overall consumption of liquid milk is expected to increase as the population increases.

CHAPTER - 4 MARKETING

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INTRODUCTION OF MARKETING

Marketing is defined as the act of manufacturing, mining or growing commodity us

ually in bulk of sale. One fundamental objectives of marketing is maximum utilization of marketing complex steps than an accomplished taking proper decision marketing plans are designed to fill all the characteristics of selling and distributions operation by determining the general size of marketing and consumer behavior. Marketing planning involves study of various alter-native to get designed output of product sale. Broadly speaking the marketing producers concern


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themselves with the decision regarding the right type of strategy, customers, market, quality ,quantity, advertisement and promotion etc. The fundamental objective of marketing as to market sell right type of materials both in quality and quantity at the right time using the most appropriate method of marketing is themost affective manners there must be systematic co-ordination and regulation ofvarious activities for efficient marketing. All elements should be properly determined. To have optimum use of marketing resources with optimum costs and time a

nd having most economical combination.

MARKETING PROCEDURE OF KATRAJ DAIRY The marketing function in a wide range of activity, from location to packaging of product to distribute by the marketing department of the enterprises. Marketing procedure has a wide scope and covers thefollowing topics:-

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Production planning. Quality control. Purchasing. Standardization. Pasteurization. Homogenization. Vitamin fortification. Store keeping. Dispatch. Labour control.

STRATEGY OF MARKETING PROCEDURE Katraj dairy is a well known and renowned milk production dairy. It is one of the famous, reliable and oldest dairy in pune. Itaims at consumer satisfaction and keeps the record of the response of the ends users. They know how to increases number of customers as in example whenever anycustomer comes with complaints of milk spoiling. They do not only exchange milkbutAbida Inamdar Senior College

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also tell the causes of spoiling of milk. As India is a developing country and lacs in standard of living and literacy, people are not aware of the pasteurization, homogenization etc. They produce as per demand they do not believe in firstproducing then thinking to sell the products. They also target certain class ofpeople. As an example for heart patients they produce double tone milk. In thismilk fat content is very less approximately nil. Double tone milk is mostly produced for child and old person. Cow milk is produced in large amount. Buffalo mil

k is available in Asian countries. It is generally not used as fat content is very high as well as acidity is also high. It can cause increase in cholesterol level. It is injurious to health and may cause heart attack. They believe and concentrate in market survey. Market survey is nothing but going to group of peopleand ask about the product as for example, Feedback of product launched, their advices for production and in future what product should be launched one thing that they are using and that is costless is cooperative nature and mutual understanding customer get attracted by their nature and way of explaining. They are so co-operative that at the first meet only visitors become their customers. They give add in ETV and GTV but not in a large scale because it is a old dairy and addcost much and it increase cost. It can be said that Katraj's cow milk has monopoly in market. They are whole and sole producers of cows milk. They started with

0.30 lacs liter per years. Nowadays they produce 2.0 lacs per day this vast difference indicate their efficiency they are not misusing their position (of beinglargest seller of cow milk) but work hard for customer satisfaction and their benefits.

It is a co-operative sector so there is no question of black marketing and illegal activities. Nowadays a competitive market. Everyone is trying to sell his product as much as can possible,

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many producers are using a shortcut to increase benefit and shortcut mean adulteration. It is the process of adding unwanted substance in any product. Katraj dairy produced as per consumer requirement. In today's world product are produced

as per demand not first producing and then trying to sell them. Chitle's milk isonly competitors of buffaloes milk against Katraj.It's now cake work for katrajto sell their product.They have won heart of customers.

KATRAJ PRODUCTS


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COW MILK. TONED MILK. KATRAJ GOLD. STANDARIZED MILK. COW CREAM. COW GHEE. 18 COW GHUFFALO GHEE. BUFFALO CREAM. PANEER. SHRIKHAND. AMRAKHAND. CHAKKA. TABLE BUTTER. MATAHI. DAHI. FLAVOURED MILK. JEERA TAK. LASSI. BUTTER. SOFTLY ICECREAM. MALAI PANEER.

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RATE CARD The products and prices displayed here are for information only and are subject to change without prior notice. Please confirm the product availability and applicable prices at the time of ordering. SR.NO 1. 2. 3. 4. 5. 6. 7. 8. 2

6.00 9. 3.00 10 23.00 11. 12. 12.00 13. 21.75 14. 130.00 15. 120.00 COW CREAM( IKG ) COW CREAM( LOOSE ) DETAILS COW MILK (1ltr) COW MILK(500 ml) COW MILK(250ml) COW MILK(loose in cans) TONED MILK(1ltr) TONED MILK(500ml) TONED MILK(250ml) KATRAJ GOLD(1LTR) KATRAJ GOLD(500ML) KATRAJ GOLD(LOOSE IN CANS) STANDARDRIZED MILK( 1LTR) 24.00 STANDARDRIZED MILK(500 ML) STANDARDRIZED MILK(LOOSE IN CANS) M.R.P.(Rs. 20.00 10.00 5.00 16.75 19.00 9.50 4.75


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16. 90.00 17. 38.00 18. 2600.00 19. 100.00 22. 23. 120.00 24. 65.00

COW GHEE( 500ML ) COW GHEE( 200ML ) 18 COW GHEE(CANS 15 LTR) BUFFOLO GHEE(500 ML) BUFFOLO CREAM(LOOSE 1KG) PANEER(1KG) PANEER(500 GM) 130.00

25. 33.00 26. 33. 76.00 34. 75.00 40. 16.00 41. 10.00 42. 43. 9.00 44. 8.00 45.

PANEER (200.00 GM) SHRIKHAND(500 GM CUP) AMRAKHAND(LOOSE 1 KG) CHAKKA( 1 KG) MATKA DAHI(200 GM ) MATKA DAHI( 100 GM ) DAHI( LOOSE 1 KG ) FLAVOURED MILK ( 2OO ML) JEERA TAK( 2OO ML) LASSI(200 ML) 11.00 36.00 46.00

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Katraj dairy 46. 155.00 BUTTER ( 1 KG)

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Katraj also deals in bulk milk supply to customer purchasing minimum 3000 ltrs of milk and in multiples of 100 ltrs their off.


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APPENDIX

FINDINGS

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The qualities of Katraj products are very good. Most of customers rewarded the product as value for money. There is 100% brand awareness in the targeted customers. During the project it is found that competitors of Katraj are having wide produ

ct range. These companies are created brand image in the mind of customers,So brand full is there. Katraj products are easily seen in the market. These productsare sold to any type of dealers whether they are loyale or general. It was observe that Katraj products have good quality which leads to customers retention and satisfaction.


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LIMITATION

Research has to done in limited time. Many workers from whom the interview is required where mostly busy. Information regarding the whole process is not receives in retails. Research work is expensive, as the researcher has to shell out money for printing, Xeroxing, binding and visiting the research place frequently. The researcher has to take an appointment every time, which again consume a lot of tim

e. The survey area were too far as the city is big enough which caused many transportation problem. The response from the respondent was not enough co0operative. Many times customer was not interested in giving proper feed back.

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RECOMMENDATION

The orientation of production has changed drastically world wide. And all importa

nt change pattern to the facts that the consumer is now very much in focus. All analysis decision have to be taken with the customer interest been the mair or the any agenda. The result is that the production procedure and technical manufacturing orientation have to be improved on a regular basis. Major benefits of goodproduction procedure are higher efficiency of production section, lower cost ofproduction, timely delivered to customer for this there should be proper coordination of all the department.


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CONCLUSION

Through this project it has been proved that the production and marketing procedure used in Katraj dairy is most systemized one, it is equipment with modern machines which reduces wastage of time and energy. It uses the right type methods of manufacturing, raw materials, machine packing material, limited and specialized workers and good infrastructure facilities. Katraj dairy have ability to survi

ve in this competitive market because of their mutual understanding, co-operative behavior and sincere efforts. The research has help the researchers to know the actual meaning of production and marketing procedure.

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BIBLOGRAPHY

Reference book:Global marketing management by- S.A Shelkhar Internet sites:www.g

oogle.com www.katraj.com www.dairymachine.com www.wikipedia.com


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QUESTIONNAIRE

Is raw material purchase from a standard quality? Is production and marketing wellplanned? Are the customers satisfied with the finished products? Is the production procedure explained to the visitors? Is the production design change on a regular basis? Is the production completed in a given time? How safe is the dairy business? Starting the dairy firm, How to begin? Selecting the animal (cow v/s buffalo)

? What are the various breeds? What is the economic life of animals? Infrastructure and man power requirements?

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Katraj dairy Are the workers satisfied and Are they given proper facilities during the working hours? Are men, materials, machines properly arranged? Is the organization profit oriented or service oriented?

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Pune Zilha Sahakari Dudh Utpadak Sangh Ltd. The managing director katraj Dugdhal

ay Pune-411046 Phone:+91-20 24367946, 24370697, 24373453, 24373453, 24372042 Fax: +91-20 24374834 E-mail: [email protected]


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www.katrajdairy.com Approximate Distance Lohgaon Airport Pune Railway station Shivaji nagar Railway Station Swargate Landmarks:Opposite Rajiv Ghandhi Snake ParkAdjacent to Bharati Vidyapeeth ( Kms.) 15 10 12 06

NOTES:-

1. 2. 3. 4. 5.

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Katraj dairy 6. 7. 8. 9.10.

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