A SUMMER TRAINING PRESENTATION ON

Dairy

Submitted to

Department of Management Studies

MALAVIYA NATIONAL INSTITUTE OF TECHNOLOGY

By : - Piyush Srivastava

2009PMB113

INDUSTRY PROFILE

Dairy is a place where handling of milk and milk products is done.

India is largest producer of Milk and Dairy Industry has made rapid progress since Independence.

Milk product technology commenced in 1956 after the establishment of AMUL Dairy.

The industry is still in its infancy and barely 10% of our total milk production under goes organized handling.

MAJOR PLAYERS IN DAIRY INDUSTRY

AMUL – Formed in 1946, is a dairy cooperative. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)

Mother Dairy – Set up in 1974, is a wholly owned subsidiary of National Dairy Development Board (NDDB) of India, owns brands Mother Dairy, Dhara & Safal.

SARAS – In March 1975 and Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd., Jaipur (popularly known as Jaipur Dairy) was registered under Cooperative Act 1965.

COMPANY PROFILE

Lotus Dairy was established in 2001,with a vision to develop an alternative to Government sector dairy plants and to generate employment at grass root level.

Today it has a network of more than 1500 village milk procurement centers and has created a distribution channel of more than 2500 shops of different types in Jaipur and nearby adjoining 11 districts of Jaipur.

It is owned and managed by promoters having more than 30 Years of experience in dairy industry.

PRODUCTS OF LOTUS DAIRY

Lotus Dairy milk Lassi Pure Ghee Chhach (Buttermilk) Flavoured Milk Paneer Curd

SUMMER TRAINING AT LOTUS DAIRY

Promotional offer “Thanda Thanda Cool Cool”

Strategic collaboration with 4 H.P. Filling Stations in Jaipur

1 – H.P Petrol Pump, Rambagh Circle.

2 – H.P Filling Station, Jal Mahal, Amer Road

3 – H.P Petrol Pump, Sec –3, Vidhyadhar Nagar

4 – H.P Petrol Pump, Kings Road, Vaishali Nagar

SUMMER TRAINING – CONT.

Makeshift tent and a small refrigerator containing 5 products of Lotus Dairy at each Camp.

Promotional scheme, buyer gets unique coupon, entitles discount of 10-15% on next purchase of Lotus Product.

The average sales was of Rs. 1500/day (depending upon the location)

SUMMER TRAINING – CONT.

Learned to promote FMCG products.

Dealing with various questions from customers other than Lotus Dairy.

Prepared Daily Sales Report and Weekly Sales Data.

Exposure to FMCG supply chain management.

SWOT ANALYSIS

Strengths –Demand profile: Absolutely optimistic.

Margins: Quite reasonable, even on packed liquid milk.

Flexibility of product mix: Tremendous. With balancing equipment.

Availability of raw material: Abundant. Presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper channelization.

Technical manpower: Professionally-trained, technical human resource pool, built over last 30 years.

SWOT ANALYSIS – CONT.

Weakness –Perishability - Pasteurization has overcome this weakness partially. UHT gives milk long life.

Lack of control over yield - Increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices.

Logistics of procurement – Bad Roads, Connectivity.

Problematic distribution – Ice creams could be sold in every nook & corner, but not milk products !

SWOT ANALYSIS – CONT.

Opportunities –

Value addition – innovations in product development, packaging and presentation.

Export potential – Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty, opportunities will increase tremendously for the export of agro-products in general and dairy products in particular.

SWOT ANALYSIS – CONT.

Threats –

Milk vendors, the un-organized sector : Today milk vendors are occupying the pride of place in the industry. organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance.

CONCLUSION

Understand peculiarities of the Customers Psyche.

Brand plays important role for the Purchase.

Sales and brand awareness increase during promotional events.

Distribution channels and grievances reprisal facilities also effect sales.

Institutional orders make great difference. New product variants is need of the hour. Market is Price Sensitive.

Thanks

QUERIES ARE WELCOME !