Saras Final Report

04/08/23 Final Report 1

“A Final Report on Executive Training at Saras Dairy, Alwar”

“INSIST ON SARAS MILK JUST !!!!!BECAUSE ONLY SARAS MILK GIVES YOU

TRUE VALUE FOR YOUR MONEY.IT IS PURE, FRESH, NUTRITIOUS, HYGIENIC AND

CREAMY.”


A REPORT ON“A STUDY OF PERFORMANCE AND GROWTH OF SARAS

DAIRY”SARAS DAIRY, ALWAR

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWARISO 9001-2000 AND HACCP CERTIFIED

JAIPUR ROAD, ALWARPH. 0144 -2702644

SUBMITTED TO: MR. SANDEEP KUMAR KAUTISH (FACULTY GUIDE) MR. AMIT BHATTACHARYA (COMPANY GUIDE)BY SMITA CHOUDHARY6ND11765


Acknowledgement• I express my heartfelt thanks to Mr. J.R. Dhaka, Managing

Director, AZDUSS Ltd. for his direction, help and motivation.• I express my sincere thanks to Mr. Sandeep Kumar Kautish

(Faculty Guide), Mr. Amit Bhattacharya (Company Guide, Plant Manager, Marketing, Saras Dairy, Alwar [AZDUSS Ltd., Alwar]), Mr. L.C. Balai (Deputy Manager, Marketing) and Mr. Anil Kumar Mathur (Deputy Manager, Administration) for their support and cooperation. They provided me their valuable help and guidance during the training period.

• I shall be highly indebted to the staff of the marketing department of Saras Dairy (AZDUSS Ltd., Alwar) for the moral support they extended to me during the SIP training.

• I also thank the booth/parlour owners and the respondents whom I surveyed for giving me their valuable time and fruitful suggestions.


Declaration

I hereby declare that this project work entitled “A study of performance and growth of Saras Dairy, Alwar” is my work, carried out under the guidance of my Faculty Guide Mr. Sandeep Kumar Kautish and my Company Guide Mr. Amit Bhattacharya. This report neither full nor in part has ever been submitted for award of any other degree. Smita Choudhary 6ND11765ICFAI National CollegeAlwar


Preface• Marketing is one of the most important functions in business. It is

the discipline required to understand customers' needs and the benefits they seek.

• No study can be termed complete if there is no practical experience. Hence need for training has become a real necessity. The training aims to prepare students through a process of practical experience. Practical exposure no doubt has contributed a significant amount of knowledge to me along with real life experience and was an ideal combination of academic knowledge and practical experience.

• Marketing activities can be regarded as lifeblood of all business concerns. In order to enhance the performance of marketing department and overall success of a business concern, study of consumer behavior and their satisfaction, sales and distribution channels, advertisement and competitive advantages is necessary. The performance of a company is very much important for an organization.

• Saras Dairy, Alwar is in fact a very ideal location to gain practical experience. I am sure the experience gained in short duration, will go a long way in all my future endeavors.


Company Profile• Alwar Dairy is a dairy registered under Rajasthan

Cooperative Act and is owned by thousands of its milk producers members. It works on world famous Amul pattern. As all other cooperative dairies, Alwar Dairy is a part of three tier structure i.e. Dairy cooperative society at village level which form district level milk producer unions which are further federated in state level federation. All three entities are autonomous and linked to each other by provisions of their bye laws.

• Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar (AZDUSS Ltd., Alwar) is a cooperative organization registered under Cooperative Act with Registrar of Cooperative, Government of Rajasthan. It was established in the year 1972 to implement dairy development activities in the Alwar district, under Operation Flood Program.


Information about the CompanyChairman Mr. Ram Phal Gurjar

Managing Director Mr. J.R. Dhaka

Establishment year in Alwar 1972

Type of organization Cooperative society registered under the Rajathan Cooperative Act

Structure Three tier structure (village level, district level, state level)

Employees Permanent employees 197Contract labor 150

Certifications ISO 9001-2000 IS 15000 (HACCP Food Safety Management System)

No. of registered Cooperative Societies

795

Products Full cream milk, toned milk, double toned milk, skim milk, dahi, paneer, ghee, chhach, lassi, shrikhand

New product Ice-cream and softy to be launched soon

Address Jaipur Road, Alwar 301001 [Rajasthan]

Telephone (0144)-2702644(Customer care), 2701010, 2333926

Fax (0144)-2342925

E-Mail [email protected]

Turn Over (2006-07) 99.15 Crore


From the Managing Director’s

DeskFuture Plans and Strategies

“To provide better milk procurement price along with technical input service to member producers. To procure maximum milk, provide safe and good quality milk and milk products at competitive price to consumers. Thrust will be for better financial health of milk union”


Interview of the Managing Director

• Question 1: Do you inspect the plant regularly?• Answer: Yes, I inspect the plant daily.• Question 2: What do you observe while inspecting the plant and the office?• Answer: House keeping, hygienic condition, people are at work place.• Question 3: What is the cooperation level of your employees?• Answer: Cooperative• Question 4: What are your future plans and strategies?• Answer: Strengthening milk procurement and milk marketing.• Question 5: What are the promotional activities you conduct to promote your products?• Answer: Mouth publicity, awareness programmes.• Question 6: Do you organize events or seminars for your customers to make them aware

about your products?• Answer: Yes• Question 7: Do you conduct staff meeting for smooth working and better coordination?• Answer: Yes.• Question 8: Does any conflict arise between your staff members? If yes, what do you do

to resolve the conflict?• Answer: Conducting joint meeting.• Question 9: Do you provide training to your staff?• Answer: Yes• Question 10: What measures do you take to ensure smooth functioning of the

organization?• Answer: Discipline, timely payment and personal benefits of staff.• Question 11: Who is responsible for setting prices of Saras products?• Answer: R.C.D.F., state body and milk union.


Organization Chart of Saras


Products of Saras Dairy, Alwar(Types of milk)

Product Name Packing Color

Price FAT content

SNF content

Packing

Full cream milk

Gold Red Rs.23/litre 6.0% 9.0% ½ and 1 litre

Toned milk Taaza Blue Rs.19/litre 3.0% 8.5% ½ and 1 litre

Double toned milk

Smart Yellow Rs.17/litre 1.5% 9.0% ½ and 1 litre

Skim milk Lite Purple Rs.15/litre 0.5% 8.5% ½ and 1 litre

Product Packing Price

Chhach plain 500 ml Rs.7

Chhach namkeen 250 ml Rs.6

Lassi 250 ml Rs.7

Paneer 200 gm and 1 kg Rs.25 and Rs.120

Ghee ½ litre and 1 litre Rs.85 and Rs.170

Dahi 200 gm cup Rs.8

Shrikhand plain 100 gm cup Rs.8

Shrikhand Kesar Pista

100 gm cup Rs.9

Types of Fresh milk Products


Objectives • To identify the working of

the organization.• To conduct an exhaustive

analysis of the marketing department.

• To increase the sales of the products that are prepared and marketed by the organization.

• To conduct an extensive study of the market place and the customer’s needs.

• To understand the core business of the company, organization chart, key personnel in the company, manufacturing units, marketing channels, financial policies, etc.

• To do a comprehensive analysis of the company and prepare the SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis report for the company.

• To build a good rapport with the company’s staff.

• To understand the organizational structure and the top management team including the Chairman, Managing Director and the Officers.

• To do a practical and live observation of the work place.

• To understand the attitudes and behavior of the customers.


Tasks • To conduct a comparative study of the growth of Saras (AZDUSS

Ltd., Alwar) for three consecutive years.• To conduct survey of Saras parlours and booths to know their

problems and sort them out. To get feedback from Saras parlours and booths.

• To get feedback from customers and find their problems, satisfaction level, take their suggestions and help AZDUSS Ltd., Alwar to implement those suggestions.

• To take responses from people who do not use Saras products and find the answer to the question, “Why they are not using Saras products”.

• To judge the satisfaction level of the employees of AZDUSS Ltd., Alwar.

• To do entries of daily supply in the supply register.• To take demand of various Saras products from parlour/booth

owners and distributors through phone or personal contact in the prescribed proforma.

• I was given the responsibility to guide 36 MBA students (working as interns in Saras Dairy, Alwar) and assign them their tasks and duties on a weekly basis.


Targets

TARGETS

Survey 500 people

Plant visit for 250 people

Survey 9 parlours and 210 booths

Increase sale Take demand

Participate in milk testing camps

Interview staff of the marketing department


How I have benefited the Organization

Surveyed booths and parlours

Got to know their problems

Conveyed these problems to the MD

Took immediate action on my feedback

Provided timely supply of material and cover stand and straws

Customers got better facilities

Enhanced the goodwill of the organization

Interviewed the staff of marketing department

Got to know their satisfaction level

Helped the MD find ways to keep his staff satisfied and loyal


Strategy A marketing strategy is a process that can allow an

organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Questionnaire Design A questionnaire is a set of questions to be asked from

respondents in an interview, with appropriate instructions indicating which questions are to be asked, and in what order. Questionnaires are used in various fields of research like survey research and experimental design.

The questionnaire that I designed consists of two types of questions:

• Open Ended Questions• Close Ended Questions


Analysis of Performance vs. Target

S.No. Factor Target Performance Variance Reason

1. Plant visits 250 250 Nil -

2. Door to door surveys 500 500 Nil -

3. Booth surveys 210 205 5 Due to lack of time

4. Parlour surveys 9 9 Nil - 5. Training to M.B.A.

students36 36 Nil -

6. Participation in free milk testing camp

6 days camp Full attendance Nil -


Problems/Constraints/Limitations

• The data collected is totally dependent on respondents’ views, 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.

• The sample size is small and it may not actually represent the whole population.• During the survey I came across unfavorable weather conditions like scorching heat

and dust storm.• There is limited time available each day and lot of tasks have to completed in a day

like preparing reports, conducting surveys, spend time at the office to gain knowledge, etc.

• The study was conducted in the urban areas and it cannot be applied to the rural areas because the tastes and preferences of people of rural and urban areas differ vastly.

• The answers given by the respondents are not always correct and may be misleading.• It is 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 slightly difficult to convince such people but it is a challenging task and a good learning experience.

• In some cases the respondent is not present at home.• It is not possible and economically viable to recall respondents not present at home.• Sometimes the respondents are not educated. Personal interviews are successful

only when the respondents are educated.


Limitations of Saras Dairy

• Low availability of raw milk in summers.• Dependence on milk producers.• Dependence on monsoons.• Milk can be produced not manufactured.• Increasing competition in dairy industry.


Learning in the Executive Training

• Bridge the gap between academic institution and corporate world.

• Importance of job responsibility.• Increase milk procurement.• Distribution network adopted by Saras.• Milk processing• Preparation of milk products like ghee, dahi, paneer,

chhach, lassi, shrikhand.• Marketing strategies adopted by Saras Dairy, Alwar • Conduct door to door interviews.• Test the milk sample for purity.• Organize plant visit for visitors.• Take demand of Saras products.• Build a good rapport with the staff.


Table Showing Price Change

Product Price before 01st April 07

Price as on 07th April 07 and onwards

Price as on 01st May 07 and onwards

Price as on 01st July 07 and onwards

FCM (Gold) Rs.20 Rs.21 per litre Rs.22 per litre Rs.23 per litre

Toned Milk (Taaza) Rs.16 Rs.17 per litre Rs.18 per litre Rs.19 per litre

Double Toned Milk (Smart) Rs.14 Rs.15 per litre Rs.16 per litre Rs.17 per litre

Skimmed Milk (Lite) Rs.13 Rs.13 per litre Rs.13 per litre Rs.15 per litre

Ghee (1 litre) Rs.160 Rs.165 Rs.170 Rs.170

Dahi (200 g) Rs.6 Rs.7 Rs.8 Rs.8

Paneer (200 g) Rs.20 Rs.22 Rs.25 Rs.25

Paneer (1 Kg) Rs.100 Rs.110 Rs.120 Rs.120

Lassi (250 ml) Rs.5 Rs.6 Rs.7 Rs.7

Chhach (Plain) 500 ml Rs.6 Rs.7 Rs.7 Rs.7

Chhach (Namkeen) 250 ml Rs.4 Rs.5 Rs.6 Rs.6

Shrikhand Plain (100 g) Rs.7 Rs.7 Rs.8 Rs.8

Flavored Milk (200 ml) Rs.10 Rs. 10 Rs.10 Rs.10


ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

REGISTERED DCS

0

100

200

300

400

500

600

700

800

900

YEAR

NO

. Series1

Series2

Series1

Series2 497 532 609 681 742 795

2001-02 2002-03 2003-04 2004-05 2005-06 2006-07



MILK PROCUREMENT

0

10

20

30

40

50

60

70

80

90

YEAR

QT

Y.

000,K

gs

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

Series1 59.59 62.97 66.22 70.28 76.93 82.66

2001-02 2002-03 2003-04 2004-05 2005-06 2006-07



LIQUID MILK SALE

0

20

40

60

80

100

120

140

YEAR

000'

LIT

PE

R D

AY 2002-03

2003-04

2004-05

2005-06

2006-07

Series1 18.6 29.56 35.81 67.03 132.69

2002-03 2003-04 2004-05 2005-06 2006-07



TURN OVER

0

20

40

60

80

100

120

Year

Cro

re

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

Series1 53.6 59.57 93.77 96.33 95.8 99.15

2001-02 2002-03 2003-04 2004-05 2005-06 2006-07


SWOT Analysis of Saras Dairy

STRENGTHS

The products are very pure The products are extremely hygienic The plant is ISO 9001- 2000 and HACCP

certified

WEAKNESSES

Low availability of raw milk Dependence on farmers Reduced milk supply in summers

OPPORTUNITIES

Milk is an essential commodity which every body uses.

There is no competitor of packed milk in Alwar.

THREATS

Milk can be produced not manufactured. There is always a possibility of a

competitor entering the market. Competition in milk procurement


ConclusionsS.No. Characteristic of Saras Dairy Number of Points

1 Variety of milk provided by Saras Dairy 9

2 Prices are affordable 6

3 Round the clock availability 0

4 Quality and hygiene 10

5 Enough range of FMP 8

6 Staff is cooperative 9

7 Follow the ISO 9001-2000 norms 10

8 Give weightage to suggestions (Suggestions are always welcome) 8

9 Customer awareness camps and plant visits 7

10 Employee satisfaction 8

11 Market reputation 9

12 Advertisement and publicity 4

13 New product development 5

14 Channels of marketing 7

Total 100


Reasons of those people who are not using Saras products

S.No. Factor% of the people

surveyed

1 Absence of home delivery 23.6

2 Unknown about Saras products 10.2

3 Products are expensive 8.4

4 Priority to buffalo’s milk 10.8

5 Possess bad smell 5.8

6 Non availability of booth in the vicinity 6.6

7 Use Saras milk in case of emergency only 5.8

8 Faith in long association with the milkman 9.2

9 Not able to pay in cash 8.2

10 Consumers own cows and buffalos 4.8

11 No price consistency 6.6

TOTAL 100


Awards/Rewards Received

• As Saras is a semi-government organization, therefore, it does not provide any stipend to the interns or trainees.

• During my SIP training I received a letter of appreciation from Saras Dairy, Alwar (AZDUSS Ltd., Alwar) for doing my summer training with utmost dedication and sincerity.

• During training I received many compliments from the Managing Director of the organization and the members of the marketing department.

• In the training period the management of Saras was very satisfied with my performance.

• I got appraisal letter for good performance two times during my training period, one at mid term and other after completion of training. Copy of appraisal letter is enclosed.

• The Managing Director of the organization and my company guide offered me to join Saras Dairy, Alwar after completion of MBA on contract basis, As Saras is a semi government Organization, therefore it cannot give pre-placement offer (PPO) in writing.

• My SIP company organized farewell party for me. At the time of farewell Managing Director of company appreciated the work done by me. He also said in his speech that you have created positive atmosphere.


Copy of Appreciation Letter

Documents

Saras Final Report