saras report AADISH.doc

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A

Project Report

On

Consumer Awareness Towards SARAS

Product

Training Undertaken

At

Rajasthan Dairy Federation Limited, Jaipur (Jaipur Dairy)

Submitted in partial fulfillment for the award of degree of

BB (Ba!helor of Business dministration)

Supervised By : Submitted By

Dr!ee"ima Paree# Aadis$ %$odaniya

&Asst Pro'( BBA )* Semester

+A,*--R CO..-/- O0 CO++-RC-1 2A)P3R


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PR-0AC-

Marketing is one most important function in Business. It is the discipline required

to understand customers needs and the benefits.

T$ey See#:

No study can be termed complete if there is no practical eperience. !ence need

for training has become a real necessity. The training aims to prepare students through

a process of practical eperience. "ractical eposure no doubt has contributed a

significant amount of kno#ledge to me along #ith real life eperience and #as an ideal

combination of academic kno#ledge and practical eperience.

Marketing acti$ities can be regarded as life blood of all business concerns. In

order to enhance the performance of marketing department and o$erall success of a

business concern study of consumer beha$ior and their satisfaction sales and

distribution channels% ad$ertisement and competiti$e ad$antages is necessary. The

performance of accompany is much important for an organi&ation.

'aras (airy% )aipur is in fact a $ery ideal location to gain practical eperience. I

am sure the eperience gained in short duration #ill go a long #ay in all my future

endea$ors.

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AC%!O4.-D/-+-!T

I epress my sincere thanks to my pro*ect guide% Dr !ee"ima Paree# +maha$eer

college of commerce, for guiding me right from the inception till the successful

completion of the pro*ect. I sincerely ackno#ledge her for etending their $aluable

guidance% support for literature% critical re$ie#s of pro*ect and the report and abo$e all

the moral support she had pro$ided me #ith all stages of this pro*ect.

I #ould also like to thank the supporting staff of Management department of maha$eer

-ollege of commerce and #orking staff of 'ara (airy "lant% )aipur for their help and

cooperation throughout our pro*ect.

Aadish hodaniya

BBA /nd 0ear

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DECLARATION

I, AADISH KHODANIYA Declares that the project Consumer Awareness

Towards SARAS Producthas been done as a part of Curriculum project as per

the rules of University of Rajasthan. This project has been solely done by me andnot copied from any other project and I, AADISH KHODANIYA declare that the

project on Consumer Awareness Towards SARAS Productis my genuine

wor.

I further declare that this project has not been submitted earlier at any University of

Institute for the award of any degree or diploma

AADISH KHODANIYA

(BBA-PART IV)

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CO!T-!TS

1. Introduction to Indian dairies #ith its general re$ie#/. Introduction of 'aras dairy

2stablishment formation 3 Management of -o4operati$e societiesAims 3 5b*ectsrgani&ation structure5rgani&ation set up of 'aras dairyMarketing 'aras dairyMarket share of Milk productsTypes of 'aras milk productsTask(aily scheduleMain Task 3 Targets'trategy"roblems6constructions67imitations7earning In The 2ecuti$e Training

8. 9esearch Analysis along #ith pie chart% key finding 3 suggestions:. ;acts and ;indings


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)!TROD3CT)O! TO )!D3STR5

7ot of Indian people start day #ith tea and milk. Milk is an essential factor of our dailylife. In India milk business is $ery old. (airy business adopt modern concept in 1? #ith

the help of National (airy (e$elop Board through 5peration ;lood "lan. In first section

of this plan% selected ten states %In #hich Mother (airy #as setup in (elhi% Mumbai%

-hennai and olkata

5ur country is on first position in production of milk. But in filed per capita a$ailability of

milk is almost gm #hile in IN(IA it is almost / gm. The ideal a$erage per capita

a$ailability of milk should be least /


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production and procurement system ha$e been effecti$ely linked to urban

markets consumption centers.

5peration flood brought milk re$olution in the country by transforming dairying

into a core economic acti$ity. The main challenge before Indian dairy sector

impro$ing quality% de$eloping international accepted products and stepping up

global marketing strategy.

The future of Indian (airy industry is promising since its de4licensing in 1/.

The interest of multinational and Indian corporate in the industry has been

gro#ing% and the industrys gro#th potential is high as there is sufficient domestic

demand and good scope for eports of milk products.

India is emerging as one of the largest and fastest gro#ing consumers market in

the #orld #ith high income elasticity of demand of dairy products. Indian dairying

is energy efficient labor incenti$e and ecological sound.

5$er @C of milk sold in urban and semi urban areas is non4pasteuri&ed from

unorgani&ed sector. T!2 o$erall market for liquid milk is gro#ing : percent per

annum.

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)!TROD3CT)O! O0 SARAS DA)R5

The F;eeder Balancing (airyG is located on the out skirts of )aipur city in !ea$y

Industrial Area. A uniform piece of /< acres of land has got road on its front side t#o

sides of this piece of land are free and at the back long #ay a#ay is H-entral Arid

one.

"aschimi 9a*asthan(ugadh Utpadak 'ahakari 'angh% +)aipur "9(U'', #as

established in the year 1?/% under the 5peration ;lood "rogrammed finds from

(.".A.". #ere utili&ed for the construction of plant at )aipur% and later on the establish

$arious chilling centers. Initially fi$e districts of )aipur% "ali% )aislmer% Barmer and

Nagore #ere included under "9(U''. But "ali #as hi$ed off later and #as made into

an independent union.

Under )aipur Union the production of milk is one lack per day #hile consumption of milk

is ?8 thousand liters per day. The ecess of milk += thousand liters, is send to the

central dairy (elhi and Ju*arat. At present :@< co4operati$e societies and 8:?4 milk

collection canter are functioning #here a$erage production of milk is one lack thirty

three thousand liters coming in )aipur dairy through


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setup ne# milk centre at Bilara% the collection of milk #as bet#een 8 to : thousand

liters.

T,- -STAB.)S,+-!T O0 CO6OP-RAT)*- SOC)-T)-S

In its scheme of functioning% milk cooperati$e societies #ere organi&ed in the $illage so

as to pro$ide 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 )aipur and : milk chilling centers of 1% liter6day capacity each at pokarn%

pali% Balotra and Merta city ha$e been established. All these plants #ere commissioned

during 1?:4?=. The capacity of the main dairy is being epanded to 1.< lac liters and

capacity of eisting chilling centers is being doubled. 7ooking to the potentiality in the

>estern area the Jo$t. has sanctioned the construction of additional chilling centers at

Barmer% Nagour and "halodi.

In the initial phases% the sangh started its functioning #ith only 18

societies through t#o milk collection routes in 1?84?:. Total collection of milk in the

beginning of the 'angh #as only 8%


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0ormation 8 +ana9ement o' Co6Operative Societies

-o4operati$e 'ocieties can be formed and registered under the India -o4operati$e Act.

The follo#ing conditions are essential for of the society.

1. There must be at least minimum ten members./. 2$ery member should be adult or ma*or.

8. The members should be resident of that $illage or the city% #here society is setup.

:. All documents of co4operati$e societies should be submitted to the registrar of co4

operati$e society

The Management of co4operati$e societies is based on democratic Aspect. 9egistrar of

co4operati$e societies departments checks the accounts of society. All the members of

the co4operati$e society elect a #orking committee that looks after the #ork of the

society. No remuneration or salary is paid by the co4operati$e society to its members.

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A)+S 8 OB.-CTS

The scheme aims to achie$e the follo#ing ob*ectsK4

To Impro$e the 'ocial 3 ;inancial 'tatus of Milk "roducers.

To organi&ing dairy co4operati$e societies 3 "roducers Marketable surplus milk.

To pro$ides remunerati$e price to milk producers at the door step.

To undertake L milk production enhancement acti$ities by promoting breeding 6

feeding and hygienic milk production practices. To undertake training and a#areness programmed against milk producers.

Market quality processed milk and milk products to the consumers.

(e$elopment of -o4operati$e milk procurement system in the rural areas

co$ered under the milk collection routes of the scheme in order to pro$ide ra#

milk a channel #hich is more remunerati$e than the tradition channel of

con$ersion of surplus milk into un4economic ghee. 2stablishment of milk processing4cum4manufacturing plant for supplying

pasteuri&ed milk primarily to )aipur -ity.

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OR/A!)AT)O! STR3CT3R-

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5rgani&ation is the structure frame#ork of duties and responsibilities required of

personal in performing $arious #ithin the company. It is essentially a blue4print for action

resulting in a mechanism for carrying out function to achie$e the goals setup by the

company.

An organi&ation structure sho#s the authority and responsibility relationship bet#een

$arious position in the organi&ation and also clarifies #ho reports to #hom. It is a set of

planned relationship bet#een groups of related functions and bet#een physical factors.

And personnel required for the achie$ement of organi&ational goals.

The organi&ational structure is generally sho#n on organi&ation chart. It represent

authority relationship bet#een $arious position in the organi&ation by sho#ing #ho

reports to #ho me. It is a set of planned relationships bet#een groups of related

*unctions and bet#een physical factors and personnel required for the achie$ement of

organi&ational goals.

An organi&ational chart is a diagrammatical form #hich sho#s important aspects of an

organi&ation including the ma*or function and their respecti$e relationship. It is graphic

portrayal of position in the enterprise and of the formal line of accountability among

them. It pro$ides a bird eye4$ie# of the relationship bet#een different departments or

di$ision of an enterprise as #ell as the relationship bet#een the eecuti$es and the

subordinates at $arious le$els.

An organi&ation cannot #ork cutting a detents structure. The first step in designing the

structure of an organi&ation is to insetting and group the acti$ities in$ol$ed% #hichs

epressed as departmentation% because of the intimate connection bet#een the felonry

o$er time and cost accounts it is necessary into #hich the factories are usually di$ided

the manner in #hich they are linked and #ay in #hich they are managed.

In "aschimi 9a*asthan (ugh Utpadak 'ahakari 'angh 7td. The o$erall management of

these cones is under the control of the managing director Mr.9.. 'ang#a. The

organi&ation structure chart of this concern is gi$en as under.

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+ana9in9 Director444

The managing (irector +M.(., is the key person of the company he gi$es all the

information to direction of tech% (arnel of administration and directors of #orks.

Purc$ases O''icer666

"urchase officer is in charge of purchase section #ho is assisted b t#o assistants. They

collect information regarding price mo$ement in different markets for each important

markets they ha$e appointed a buying agent #ho is authori&ed in ad$ance to intake the

purchase as and #hom profited and to supply regularly to profitable and to supply

regularly to the factor on the pre$ailing terms.

Sa"es mana9er6666

'ales manager are lineage of sales section of marketing and discharge his duties #ith

the help other assistant sales manager% t#o salesmen. Their #ork to pass the finished

products in the markets.

Store )n C$ar9e4444

'tores in charge gi$es the information to purchase and sales section as regards to ho#

man quantity of ra# material +ra# milk, is lying in balance in stores and ho# many

quantities of finished goods +milk 3 milk products, are in stores.

Personne" +ana9er444

!e is the in charge of personnel department% #ho is maintaining the records about

costing% financial% and also assets and liabilities.

Account o''icer6

Accounts officer is the head of the account department% #ho is maintain the records

about costing financial and assets and liabilities

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D-PART+-!TS O0 SARAS DA)R5 &PRD3SS .TD(

+ar#etin9 Department

According to "eter (rucker% FThe aim of marketing is to make selling superfluous.G

Marketing department is one the most important department in e$ery organi&ation. The

marketing acti$ities of the organi&ation include pro$iding support to the milk unions

#ithin and outside the state. The marketing department conducts $arious sur$eys to

kno# the needs and epectations of the customers.

Marketing department is responsible for the sale of liquid milk. It decides the routes by

#hich the milk is supplied as #ell as decides the number of booths in district and up

country. It also appoints distributors for supply of milk from dairy plant to different areas

of district and up country market.% )aipur is also marketing $arious fresh milk products in

'aras brand like chhach% lassi% paneer% shrikhand% dahi and long life products such as

ghee% skim milk po#der and #hole milk po#der.

arious sales promotion techniques are used by marketing department to increase the

sale of 'aras products like

It mainly includes the management related #ithK4

a.,'ales and Marketing

b.,,Ad$ertisement !oardings

Jlo# sign board

Jift hampers

Banners

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Ad$ertisement through local cable

>all paintings

c., -ost ;iation

d, (istribution of "roduct "t also !ares#

e., "roduction and distribution based on consumer needs

f., Transportation Management

g., Import L 2port managementh., "ackagingi., 'ales 2pansion etc.

*, Incenti$e schemes to dealers

k., -onsultancy and hiring of marketing agency

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,uman Resource Department

!uman resource is the most $aluable asset for any organi&ation. A human resource

manager is responsible to build up an effecti$e #orkforce% handle the epectations of

the employees and make sure that they perform at their best. In management human

resource management deals #ith people. 2ach and e$ery organi&ation consists of

people and an organi&ation has to utili&e their ser$ices% de$elop their skills% moti$ate

them% and make sure that they remain committed to#ards the organi&ation to achie$e

the goals of the organi&ation.

Accordin9 to Byars and Rue F!uman 9esource Management encompasses those

acti$ities designed to pro$ide for and coordinate the !uman resources of an

5rgani&ation.G

The human resource department manages the personnel ser$ing the organi&ation.

The !uman 9esource (epartment performs the follo#ing functionsK

-reation of posts and appointments.

erification of character and antecedents

"ay of appointment

-ommencement of ser$ice

"robation of appointments

-ertificate of health

9ecord of age

-onsequence of particulars being false or suppressed

9elinquishment of ser$ices by employees and discharge of probationers

Termination of ser$ice of confirmed employee

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'uperannuating and retirement

5ption to retire in certain cases

9equirement of medical eamination

9etirement on medical grounds

(ate of retirement

"ri$ilege lea$e on retirement and encashment

"ostponement of retirement pending disciplinary action

oluntary retirement

Abandoning duty after period of lea$e or other#ise

Appointment of eperts

'cale of pay

-alculation of *oining time

5$erstay after *oining time

(eputation of employees

'pecial appointments

2ntry% eits and search

Identification% attendance and entry

"ro$ident fund

Jratuity

7ea$e

Tours and tra$eling allo#ances

Transfers

-on$eyance facilities

'er$ice record

9ecall from lea$e

'hift #orking

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Operations Department

The operations department defines the #orking of the organi&ation.

Processes: T$e steps 'or preparation o' various products are as 'o""ows:

Process o' ma#in9 /$ee

"asteuri&er

-ream 'eparator

+To separate cream from milk,

-ream Tank

+To collect the cream,

Butter -hurn

+>here the cream is churned to make butter,

Melting at

+The butter is melted in Melting at,

Jhee ettle

+The melted butter boils in ghee kettle,

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+This ghee is collected and stored in settling tank,

"acking (epartment

+>here the ghee is packed in 1 liter and liter packs,

P"ain C$$ac$:

This is pasteuri&ed milk #hich contains 8.1C fat and @.=C 'N; and acidity 1.@C. This

milk is boiled at : degree celcius and 8C curd is added. It is diluted by :C (TM. This

is packed in


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Paneer Se9ment:

Milk from 'I75

"aneer at

+In this at the milk contains ;AT


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0aci"ities:

'aras (airy% )aipur +"9(U'' 7td.% )aipur, pro$ided the follo#ing facilities during

operationsK4

1, 'afety for #orkers

/, Medical facility

8, ;irst aid facility

:, 'tate of the art technology is used


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0inancia" Ratio Ana"ysis

9atio analysis is a #idely used tool of financial analysis. It can be used to compare the

risk and return relationship of a firm of different si&es. It is defined as the systematic use

of ratio to interpret the financial statements so that the strengths and #eaknesses of a

firm as #ell as its historical performance and current financial condition can be

determined. The term ratio refers to the numerical or quantitati$e relationship bet#een

t#o items6$ariables.

9atio analysis is a systematic use of ratios to interpret the performance and status of

the firm.

Current ratioK This ratio re$eals the relationship bet#een current assets and current

liabilities.

-urrent ratio O current assets 6 current liabilities

;uic# ratio< acid test ratioK The acid test ratio is the ratio bet#een quick current assets

and current liabilities and is calculated by di$iding the quick assets by the current

liabilities.

Puick ratio O Puick assets 6 current liabilities

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OR/A!)AT)O! S-T63P O0 SARAS DA)R5

5rgani&ation is mainly based on three4tier system.

1. 9a*asthan co4operati$e (airy ;ederation +9.-.(.;.,/. "aschimi 9a*asthan (ugdh tpadak 'ahakari 'angh 7td.8. "rimary (airy or -o4operati$e 'ociety.

1., 9a*asthan -o4operati$e (airy federation +9.-.(.;., is a registered co4operati$e

body. This milk plant is not managed by the Jo$ernment but is direct under the

federation. The authority has been delegated equally to the entire member 3

technical person can gi$e the technical suggestion to the higher authority.

/., "aschimi 9a*asthan (ugdh Utpadak 'ahakari 'angh 7td. +"9(U'' 7td.,is at

present collecting milk through primary samities in districts L )aipur% Barmer%

Nagore and )aisalmer. The samities of rest of the district gi$e their milk to

repecti$e chilling centers atK Barmer% balotra% Nagore% Merta% and pokaran 3

phalodi.

8., "rimar (airy or -o4operati$e 'ociety at $illage le$elKa, Total registered co4operati$e societies L ?8/b, Acti$e 'ocieties 4448:/c, Milk -ollection -enters L/:

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There are mainly ? section as departments in the organi&ation as sho#n in the

organi&ation structure like K41. ;armer 5rgani&ation/. "urchases 'ection8. "roduction 'ection

:. Puality -ontrol 'ection


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)!TROD3CT)O! TO +AR%-T)!/

In the pre$ious one decade. >e ha$e taken some efforts particularly in the management

of milk and products. "articularly the saras has brought a re$olutionary change in the

management of milk. The skimmed milk po#der% pannier in attracti$e packagers ha$e

recei$ed positi$e responses not only in the domestic market but also in the o$erseas

market. !o#e$er #e need qualitati$e4cum4quantitati$e impro$ements on almost all the

forms. In the respect the key managerial decision areas are the follo#ingK4

;arming the product mi

'tructuring the distribution channel

Managing the pricing

(esigning the promotion miQ

=( >0armin9 product mi?K #e ha$e to follo# the follo#ing important managerial

decision areas in the product mi of milk are asK

a, Se"ection o' cows or t$e s$e bu''a"oesK in the product mi of milk the $ital

managerial decision area to select the particular quality of co#s or the she buffaloes%

#hich pro$iding milk in the large quantity

b, breedin9 to improve t$e @ua"ityK for this% the producers should also consider

the climatic condition and the quality of #ater and fodder a$ailable. The anchor found at

nearly place

c,5ie"d o' mi"#K to bring an impro$ement in the milk supply it is essential that

multi4faceted arrangement are made e.g.% high quality fodder healthy #ater adequatemed4care and so on.

( ,seasona" variation in productionK this $ariation is mainly affected by the

incidence or cal$ing or milk animals during different month of the year.

(>0armin9< Structurin9 Distribution C$anne"K

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To be more specific the distribution of milk needs efficient personal and fast

transportation.

2stablish of co4operati$e nearer to milk production centers #here facilities should

be scientific and adequate. No communication gap bet#een the milk production centers and the milk

consumption centre.

The functionaries $i&.% producers% #holesalers and retailers% should ha$e a co4

ordination.

( >mana9in9 t$e pricin9 strate9iesK The general la# of demand and supply is

applicable. As and #hen the supply is higher the price is lo#er and $ice4$ersa. In the

pricing management of milk the follo#ing points deser$eK

The intermediaries bet#een the producer and consumer +collector and

distributor, should accept reasonable margin.

There should be gradation of milk and price for different categories should be

fied accordingly.

The regulatory support eercised by the go$ernment #ould make the pricing

strategies rational.

(66Desi9nin9 t$e promotion mi?K The ad$ertisements 'aras in almost all leading*ournals ne#spapers and maga&ines. In addition the 'aras (airy also displays their

ad$ertisement through radios% Ts and other de$ices. It #ould be important to mention

that formation of co4operati$e or dairy farming #ould be essential also #ith the

$ie#point of bearing the promotion epenses. 5f late% the milk products like skimmed

milk% condensed milk and cheese etc. offer gifts% off4price and premium facilities so as to

attract the prospects and benefit the functionaries. Mean#hile honorable chief minister

of 9a*asthan is brand ambassador of 'aras brand.

=( 0AR+-RES OR/A!)AT)O! S-CT)O!

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;armers organi&ation section collects milk from local $illage t#ice a day. It gi$es free

facilities to the milk collection samities such asK

a, Mineralsb, Medicinesc, Training related #ith milk collectiond, Training related #ith milk testinge, Training related #ith Animal L husbandryf, Training related #ith Accounting #ork maintains

It has = dairy super$isors including t#o lady super$isors.

( P3RC,AS-S S-CT)O!

It consists the #ork related #ith purchase of ra# material and other things related #ith

the organi&ation. It in$ite tender for purchasing ra# materials etc.

Tender should be obtained by different #ays likeK4

a, 5pen Tender 444 By Ad$ertisement in Ne#spaper ha$e large circulation.b, 7imited Tender 444 By direct in$itation to limited members of firms.c, 2ligible Tender for proprietary purchase L By limitation to one firm only.

It also includes the purchase related #ithK4

a, 2quipment and spare partsb, 'peciali&ed laboratory equipmentc, 7aboratory -hemicals% Jlass #are.d, Urgency of the requirementse, "ackaging Materialf, Medicine etc.

( PROD3CT)O! S-CT)O!

It controls production of the plant to purchase latest techniques and equipments 3

control the misuse of product 3 handle the capacity of the plant.

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It mainly balances the standard le$el of milk according to the consumers. And it also

produces $arious products of the milk like L -ream% Jhee% -heese% 7essie% 'hrikhand%

Butter% -hhach and milk #ith $arious fat le$els etc.

( ;3A.)T5 CO!TRO. S-CT)O!

It controls quality of milk and other products according to the society le$els and desire of

the consumers. It include mainlyK4

a, Testing of milkb, -anes unloading% Jradingc, Test of Adulteration of milk L 'ugar% 'alt% Urea% 'tarch% >ater% preser$ati$es etc.

should not be taken to the plant.d, Testing of ;at and '.N.;.

e, Testing of Acidity of milkf, 'anitation of milk

+AR%-T)!/6SARAS DA)R5

Till $ery recently% the marketing department #as the most neglected. It #as only after it

#as reali&ed that the profits came from city sales% the union started paying attention to

this most essential acti$ity4

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The city sample at )aipur has increased to nearly % 7"( +*une%/, and has

sho#n a steady gro#th o$er the last t#o years. Toned milk is the only type of milk

processed. The dairy also manufactures other fresh products% but the production is

order based and is has a $ery insubstantial contribution to#ards the total sales of the

dairy.

A,4 (I'T9IBUTI5N '0'T2M

The dairy has appointed retailers +booth agents, throughout the city #ho sell milk. There

are 88 agents in the city and these ha$e been distributed o$er ten different routes. The

dairy has pro$ided tin booth to some of the agents #hile some of them ha$e been

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pro$ided #ith parlors. -urrently /= parlors are opened by the union. A break up of types

off booth agents is pro$ided in the graph.

The dairy has to spend 9s. /lacs on transportation for transfer of milk from one place

to another

Types of Agents of 'A9A' +9etailers,

As #e see from the figure% more than half of the agents are roadside retailers. Both the

shops and parlors are stoned structures the differences being that former are managed

by the dairy staff.

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B,4 A'- 'U""70'upply to the A'- centers from a substantial part of the total sales of the union.

9ate of the A'- supply is decides at pune. This process is done through tender.

9a*asthan -o4operati$e (airy ;ederation 7imited of )aipur fills tender. The )aipurunion is catering to four A'- centers at present. They are )aipur% *aisalmer%

*essai and "okaran. The contract is made through 9-(; and rates at #hich

supply is decided keeping in mind the pre$ailing market price at that time. The

army pays the transportation cost or as is the case #ith pokaran A'- the army

$ehicle comes to collect the milk from the chilling centre. The details for supply

are gi$en in the table belo#K

ASC C-!T-R S3PP.5 0RO+ A*-S3PP.5&.PD(appro?

2aipur )aipur


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D( CO++)SS)O! A!D )!C-!T)*- SC,-+-

The commission to a both agent is ninety paisa per liter of milk sold. This commission

gets accounted on a monthly basis and is then deposited in the agents account in the

)aipur -redit -o4operati$e Bank. There are no other incenti$e schemes for the agents

at present.

Subject to Commission 8

)ncentive

Rs


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+AR%-T S,AR- O0 +).% PROD3CTS

+i"# products o' Saras dairy1Jaipur

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Types o' mi"#

0res$ +i"# Products o' Saras dairy1 2aipur

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Rs.5

Rs. 110 and Rs.

Rs 27 and Rs.125

Rs.6

Rs.8

Rs.21/li

Rs.20/li

Rs.18/li

Rs.9

Rs.1


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Doub"e Toned +i"#

-ompositionK

;at C+Min.,41.hich are yet to be.

This chapter co$ers eclusi$ely the analysis of sur$ey results.

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A!A.5S)S A!D )!T-RPR-TAT)O!

IAJ CO!S3+-R SAT)S0ACT)O! .-*-. )! +).%

; !O &=(6 +i"# purc$ased 'rom7

%ey 'indin9s and su99estionsDtotal milk consumption in )aipur urban is appro. :

lac. 7iters. 5ut of #hich saras is sharing only /C market share. 'o% it is suggested that

to increase the market share #e should make sound inter$entions in supply chain

management i.e. direct deli$ery to consumers to grab the share of dhol#alas. 'trategies

against gro#ing share of milk mandi i.e. cho#ta and local shops must be formulate to

gain competiti$e ad$antage

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; !O &(6Pac#ets pre'erred7

%ey 'indin9 and su99estion4 as standard is in commanding position% but #e ha$e to

increase the sell of gold% #hich lays highest margins among all the categories. Jold

contains maimum fats and targeting affluent segment of society.

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;!O6 &( Avera9e @uantity purc$ased per mont$7

%ey 'indin9 and su99estion4 most of the consumers and families are consuming


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%ey 'indin9 and su99estion4 As #e are offering different mi of fats contents in the

packets% so it is quite possible that 8? C people #ere epecting more then #hat they

ha$e paid in terms of different packets charging differently.

Do you find pri!e set mil$ pa!$ets are reasonable against other mil$

sour!es in Jaipur %

%ey 'indin9 and su99estionAs competitors pricing purely depends upon demand and

supply of milk during the different seasons of the year. 'o :/ C

people #ere arguing against the same price all through the year% con$eying that they

should charge less in #inters% #hen supply of milk is highest and demand is

comparati$ely lo#. As other sources lo#er do#n their prices during #inters in absence

demand. "ricing strategies can be reformulated to oppose the consumer grie$ances.

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; !O6 &( )0 5O3 AR- A SARAS C3STO+-R

&A) re you getting the re&uired supply from saras %

%ey 'indin9 and su99estion666Most of the consumers are satisfied #ith quantity

ser$ed% so no more measures required to make changes.

&B) re you getting the mil$ timely%

%ey 'indin9 and su99estionL Booths located in remote areas of )aipur such as

mandore and berry are not getting the milk timely% so #e ha$e to increase the number of

$ans to send the milk at desired places #ithin gi$en frame of time.

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(') Do you find saras booth is !onenient to approa!hQ

%ey 'indin9 and su99estion444/8C people #ho are facing this problem #ill be

definitely satisfied in near future #ith the proposed plan of department to launch 1

ne# booths in different parts of city.

(D) Do you find mil$ of saras is fresh and hygieni! against the eposed% *il$ sold

in the mar$et by other sour!es%

%ey 'indin9 and su99estion44 =C is a per $alue of satisfaction% but people finding

milk of chouta is fresh brings a negati$e frame of mind regarding cold milk. 'o% #e ha$e

create a health communication regarding our products to erase the image of cold milk

from mindsets of those consumers.

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&-( Do you 'ind saras boot$ is c"ean and we"" maintained7

%ey 'indin9 and su99estion"roper clening and maintenance rules and regulations

are required to the booth holders

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; !O &K( ;ua"ity o' mi"#

+A,(o o find milk freshQ

%ey 'indin9 and su99estionsame as : d

; !O &L( ,ome de"ivery services satis'action.

&) Do you want home deliery seri!e?

%ey 'indin9 and su99estion F;uture of ser$ice industry is home deli$ery 'o it is $ery

crucial to acti$ate home deli$ery system in our distribution pattern. After implementing

the home deli$ery #e can grab most of the share of dhol#al#s.

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&B) re you satisfied with home deliery seri!e?

%ey 'indin9 and su99estion44'er$ice $ans and channel of distribution are not

satisfactory% i.e. most of the people are unsatisfied and hence rescheduling of home

deli$ery is required to installed.

&') 'an you submit adan!e money for home deliery seri!e?

%ey 'indin9 and su99estion44since satisfaction le$el of consumers to#ards home

deli$ery ser$ice is not at par. 'o after increasing sound pattern of home deli$ery% it #illautomatically attract the ad$ance payments.

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; !O &M( Do you 'ind pac#in9 and "abe"in9 sa'e and attractive7

%ey 'indin9 and su99estion44No more inter$entions are required in packing and

labeling is required% became it is quite safe

(B) Do you find tastier%

%ey 'indin9 and su99estion44Test is a matter of indi$idual specific ness% so #e really

require here more inter$entions in product ingredients

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(!)Do you find mil$ is !on!entrated and !reamy%

NB +ar#et s$are o' Saras in ot$er dairy Products

&=( /,--

%ey 'indin9 and su99estion66since ma*or competitors are leading due to lo# pricing

e.g. rishana and Amul. >e ha$e to reformulate the pricing strategy of ghee to gain the

o$erall market competiti$eness% As lo# priced ghee is more preferable along #ith quality

standards. !ere others brands are doing #ell. i.e. eposed local and dalda etc.

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&( B3TT-R

%ey 'indin9 and su99estion44Butter product is the most speculati$e target for saras.

2quipment Amul is ha$ing ma*or share. 'aras needs ad$ertising eercise and should

promote the sales of butter. 9epositioning is required in saras butter to persuade the

local consumers.

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&( Paeer

%ey 'indin9 and su99estion44 saras should not do an eercise in paneer% because it

#ill be futile due consumer preferences in terms of fresness as they only like to buyfresh made paneer from local shops and #holesalers from rural areas. 'aras should

emphasi&e to meet the seasonal demands of paneer during marriage season.

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&( S$ri#$and

%ey 'indin9 and su99estion44'hrikhand needs etra promotional efforts% Amul is

famous due to Ju*rat pricing also can be re4e$aluted because Amul is charging 19s per

1gm

&K( 0"avored mi"#

%ey 'indin9 and su99estion44Amul is ha$ing bigger share due to all india eposure ofbroadcasting media% but still 'aras can grab a healthy share #ith local media

ad$ertising.

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&L( Co"d c$$anc$

%ey 'indin9 and su99estion44local cold chhanch suppliers like *anta and poker are

selling it hea$ily during summers. 'o it is recommended to bring some promotionalschemes and pro$ide a healthy supply to local shops% #here sales can be increased

&M( .assie

%ey 'indin9 and su99estion44-onsumers grie$ances such as concentration and thetechnical dra#backs of lassi of saras. 'o such grie$ances must be redressed promptly.

Mostly consumers like to ha$e lassi local $endors% so totally consumer preferences are

unfa$orable.

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&( Curd

%ey 'indin9 and su99estion 44same as to lassi

&( )ce6cream

%ey 'indin9 and su99estion44ice cream is a di$erse market as it ha$ing numbers

players saras is ha$ing lo# share and ready for repositioning of #hole range of ice

creams on coming festi$al of raksha4bandan. !ea$y promotional efforts are required to

grab the sound position in the mark.

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T,- S3R*-5

It #as decided to conduct a sur$ey of 1 #orkers6employees to assess the consumer

profile in saras dairy. 9andom sampling technique #as used to pick out a sample of the

consumers. A structured questionnaire #as used to obtain information about $arious

aspects of the marketing department.

T,- A!A.5S)S

Thequestionnaire #as prepared to bring out the $arious aspects of Marketing

management pro$ided by saras dairy. According% some questions #ere asked to the

respondents. Puestion #ise analysis re$ealed the follo#ingR

1. SAT)S0ACT)O! .-*-. O0 T,- R-SPO!D-!TSQ6 An attempt #as made to

kno# the satisfaction le$el of respondents. The follo#ing information #as

obtained in response to this question.

.-*-. O0 SAT)S0ACT)O!

S!O .eve" o'

satis'action

!o o'

respondents

Percenta9e &(

= !ighly 'atisfied 8 ?


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(0--DBAC% O0 SARAS DA)R5 66As #e kno# that pro$iding ser$ice is not enough

so it become essential for the marketer to kno# the feedback of the consumer regarding

ser$ices and products.

;eedback of 'aras (airy

S!o Attribute !oo' respondents Percenta9e

1 0es 8< @?..Boyd% -. 9. othari ,
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Documents

saras report AADISH.doc