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Project Study ReportOn

Training Undertaken at

SARAS DAIRY, ALWAR(Alwar Zillah Dugdh Utpadhak Sahkari Sangh Ltd. Alwar)

Titled

“CUSTOMER RELATIONSHIP MANAGEMENT”

Submitted in partial fulfillment for theAward of degree of

Bachelor of Business Administration .

(SESSION 2008-11)

Submitted By: - Submitted To:-PRAMOD KUMAR SHARMA MR. MILAN CHAKRAWATI BBA PT-3rd HOD, B.B.A DEPT.

Final Report Page 1 of 77

PREFACE

Someone rightly said that practical knowledge is for better then classroom

teaching. And successful in any project is the result of hard work, right

opportunity a right time and proper and proper guidance .Every nice

work beings with systematic approach towards reaching successful

completion. Our work was not at all exception.

A fresh graduate would have absolutely no idea of the functioning of the

industry. He would probably be unaware about that departments and

their functioning. He would completely ignorant of the working condition

and the environment.

Before joining my summer Training at ALWAR ZILA DUGDH UTPADAK SAHKARI SANGH LTD.

I thought that an eight week training is futile academic requirement .By the time I completed my training I Understood how important was for an MBA student to do vocational training.


Acknowledgement

I express my sincere thanks to my project guide Mr. Akram Khan for guiding me right from the inception till the successful completion of the project. I sincerely acknowledgement her for extending their valuable guidance, support for literature, critical review of project and the report and above all the moral support she had provide to me with all stages of this project.

I would also like to thanks the supporting staff Mr. Mahesh Sharma (company Guide, Asst. manager) marketing, Saras dairy, Alwar (AZDUSS Ltd.), Mr. Anil Kumar mathur (deputy manager, Administration) Department, for their help and cooperation throughout our project.

PRAMOD KUMAR SHARMA


DECLARATION

I hereby declare that this project work entitled “Customer relationship

management ” is my work, carried out under the guidance of Company

Guide Mr. Mahesh Sharma . This report neither full nor in part has ever been

submitted for award of any other degree.

I further declare that all the information and facts furnished in this

project report are based on my intensive research and finding. They are first

hand and original in nature. This information is not copy it is original report.

PRAMOD KUMAR SHARMA


Executive Summary

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 things:

1) First and foremost I learnt to practically apply the knowledge gained

through theory classes and bridge the gap between academic

institution and corporate world.

2) Understood the importance of job responsibility.

3) How coordination is maintained between different departments like

marketing, human resource, administration.

4) Learnt the ways to increase milk procurement.

5) Understood the distribution network adopted by Saras.

6) Understood how the management keeps its employees satisfied and

retain them.

7) The processes that the milk passes through before reaching the final

consumers.

8) The processes by which various milk products like ghee, butter, dahi,

paneer, chhach, lassi, shrikhand, etc. are prepared.

9) 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.

10) Learnt to organize plant visit for visitors.


11)Learnt to take demand of Saras products from various stations

through phone or personal contact in the prescribed Performa.

12) Learnt how to build a good rapport with the staff. I was very

successful in building good rapport with the staff of the marketing

department and other departments of the organization as well.

I worked as an intern in Saras dairy (Tonk) which processes and markets

milk products which are quickly perishable. Therefore the marketing

strategy of Saras is very different from others. In this type of organization

it is necessary to maintain a balance between demand and supply and I

learnt very well how to maintain a balance between demand and supply.


CERTIFICATE FROM THEORGANIZATION ACKNOWLEDGEMENT

DECLARATION PREFACE

EXECUTIVE SUMMARY

1. INTRODUCTION ………………………………………..9-26

About company (Company Profile)

About Topic

2. OBJECTIVE……………………………………………........27

4. DATA ANALYSIS ………………………………………..28-31

5. FINDINGS …………………………………………………32-35

Milk Product Manufacture

Milk Procuremnt Chart

Liquid Milk Sale

Turn Over Chart

6. TASKS………………………………………………………36

7.TARGETS……………………………………………………38

8. STRATEGY…………………………………………………39

9. MARKET SURVEY…………………………………….40-46

10. SURVERY RESULT……………………………………….47

11. DEPARTMENT OF SARAS DAIRY………………….50-58

12. LEARNING IN THE EXECUTIVE TRAINING……..59-61

13. SWOT ANALYSIS…………………………………………62


14. CONCLUSION………………………………………….63-64

15. LIMITITION ……………………………………………65-66

16. SUGGESTION………………………………………………67

17.QUESTIONNAIRE………………………………………68-74

18.ABBREVIATION……………………………………………75

19.BIBLIOGRAPHY…………………………………………...76


INTRODUCTION OF SARAS (AZDUSS LTD.)

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.


CHAIRMAN Mr. Ram Phal Gurjar

MANAGING DIRECTOR Mr. R.K Trishal

ESTABLISHMENT YEAR

IN ALWAR

1972

EMPLOYEES Permanent employees 197

Contract labor 150

CERTIFICATION 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 PRODUCTS 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 (2007-08) 99.15 Crore


UNDERSTANDING ISO-9001-2000 AND HACCP

Introduction

Adoption of ISO-9000 and HACCP standards for an organization are order of

the day and need of the time to be on competitive edge in the Food Industry.

It demonstrates the ability of dairies of Rajasthan Co-operative Dairy Federation

to satisfy the needs of its customers and interested parties.

Today, almost all the major unions of R.C.D.F. are certified under ISO 9001-

2000 and HACCP, integrated quality and food safety management systems.

Nevertheless, understanding of the concepts of ISO 9001-2000 and HACCP is

confined to small section of top/middle management employees.

Therefore, an effort is being made through this article in a precise and

simplified manner to explain the basic concepts of ISO 9001-2000 and HACCP

standards, which will surely help in better understanding of these standards

among the rank and file of the organization.

HACCP

HACCP is a food safety management system and has its origin in U.S.

manned space programme to ensure food safety to the astronauts in late

1960s.

The standard designed to keep food safe in outer space has now become a

standard on the earth.


What is HACCP :-

A system, which identifies, evaluates and controls hazards, which are significant for food safety.

H- Hazard

A- Analysis

C- Critical

C- Control

P- Points

Milk 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


FRESH MILK PRODUCT OF SARAS DAIRY

Product Packing Price

Chhach plain 500 ml Rs.8

Chhach namkeen 250 ml Rs.6

Lassi 250 ml Rs.7

Paneer 200 gm and 1 kg Rs.25 and Rs.130

Ghee ½ litre and 1 litre Rs.92 and Rs.180

Dahi 200 gm cup Rs.8

Shrikhand plain 100 gm cup Rs.9

Shrikhand Kesar Pista

100 gm cup Rs.10


COMPANY PROFILE

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. AZDUSS Ltd., Alwar

was established in the year 1972 keeping in mind the interests of the cattle

rearers to implement dairy development activities in the Alwar district,

under Operation Flood Program. The task of milk collection started from

22nd August 1973. The main objective of the organization is to eliminate

the role of intermediaries and give cattle rearers good value for the milk

and prevent them from exploitation. The other objectives of the

organization are:

To help in financial development of the villages and cattle rearers.

To help in the social and financial development of the rural milk

producers.

To increase the milk producing capacity of the cattle.

To make available pure, healthy and high quality milk and milk products

to the customers.AZDUSS receives direction and assistance from Central

Government, State Government, RCDF Ltd. Jaipur and National Dairy

Development Board, Anand from time to time. Presently the dairy plant

has a capacity to process 1.50 lakh litre milk, prepare 10 M.T. milk powder


and 9.0 M.T. ghee per day. Besides these the plant also prepares chhach,

lassi, dahi, shrikhand, paneer and other milk products. The plant also has a

capacity to pack 2.50 lakh litre milk per day.

The Alwar plant of Saras (AZDUSS Ltd., Alwar) has been certified under

internationally accepted quality and food safety management systems in

accordance with ISO 9001-2000 with HACCP. The organization also helps

in improvement of animal breed, providing animal health services,

insurance of animals, women dairy project and providing vermicompost

manure to the cattle rearers. The organization also provides cattle feed

which is purchased from Nadbai and marketed in Alwar.


PRODUCT PORTFOLIO


Saras Dairy, Alwar (AZDUSS Ltd., Alwar) prepares and markets the

following products:

Milk (Available in ½ and 1 litre packs)

Full cream Milk (Red) Gold It contains FAT- 6% and SNF- 9%

Toned Milk (Blue) Taaza It contains FAT-3% and SNF- 8.5%

Double toned Milk (Yellow) Smart It contains FAT-1.5% and SNF-9%

Skim Milk (Purple) Lite It contains FAT-0.5% and SNF-8.5%

Chhach

Plain 500ml

Namkeen 250ml

Lassi 250ml

Ghee ½ litre , 1 litre and 15 litre tin

Paneer 200 gm and 1 KG

Shrikhand 100 gm Cup

Dahi 200 gm Cup

Butter 100 gm and 500 gm

(Purchased from Jaipur Dairy, marketed in Alwar)

Flavored milk 200 ml Bottle

(Purchased from Jaipur Dairy, marketed in Alwar)


CONSUMER BEHAVIOUR


Marketing concept start with the consumer needs and in behaviour in

meeting these needs. Every action of a person is based on needs. The real

problem is to learn what a consumer take into consideration when he chooses

a particular brand. Such a study is concerned with consumer behaviour.

“ consumer behaviour is that subset of human behaviour that is concerned

with decisions and acts of individuals in purchasing and using product.

Consumer behaviour is subset of customer’s behaviour,it concerned with

decisions that lead up to the act of purchase.”

The study of consumer behaviour is the study of how individuals make

decision to spend their available resources (time,money,effort) on

consumption related items.

It includes the study of wht they buy it, when they buy it, where they buy it,

how often they buy it, and how often they use it?

For the marketer that person is important who makes the buying decision , not the one

who actually makes the purchase or uses the product. Understanding this person helps

marketers to develop marketing mixes and predict how targeted customers will respond

to them.


We can take a example here.

Example:

Product: Tooth paste

What type of tooth paste do consumer buy ( gel,regular striped)

What brand ( national brand, private brand, generic brand)

Why do they buy it ( to prevent cavities,to remove stains,to brighten or

whiten teeth,as a mouth wash)

Where do they buy it ( super market, drug stores,convenience store)

How often do they use it ( when the wake up, after each meal, when

they go to bed)

How often do they buy it ( weekly,bi weekly,monthly)

The study of consumer behaviour attempts to find the answer

of the following question:

.


Who constitue the market? Occupents

What does the market buy? Objects

Why does the market buy? Objectives

Who participate in buying? Organization

How does the market buy? Operations

When does the market nuy? Occasions

Where does the market buy? Outlets

THESE ARE ALSO CALLED AS 7O’S OF CONSUMER BEHAVIOUR

For the marketer that person is important who makes the buying decision , not the

one who actually makes the purchase or uses the product. Understanding this

person helps marketers to develop marketing mixes and predict how targeted

customers will respond to them.

PSYCHOLOGY OF CONSUMERS


For making a successful marketingprogram it is necessary for a

marketers to study the consumer behaviour so that he would know the

attitudes, intentions, desires of the customer.

Customer psychology has the following components:

Knowledge : knowledge is one type of information and on the basis of the knowledge, the psychology of customer develops. For giving knowledge of the product to the customers, promotion play an important role.

Attitude : attitude is a state of mind or feeling. It induces a predisposition to behave in some way. Attitudes are veruy important in explaining buyer behaviour.

Intention : intention means desires to do some thing. After knowing the intention of customers, the marketing programme an be formulated and can be co-ordinated with the production.

Motive : it is the intergral state which directs the behaviour of a person. Some people call it urge. Because of the urge, the person’s behaviour is directed towards a particular cause.

SEVEN KEY’S TO CONSUMER BEHAVIOUR


Key 1 Consumer behaviour is motivated.

Key 2 Consumer behaviour includes many types of activities.

Key 3 Consumer behaviour is a process.

Key 4 Consumer behaviour varies in timing and complexity.

Key 5 Consumer behaviour involves different roles.

Key 6 Consumer behaviour is influenced by external factors.

Key 7 Consumer behaviour differs for different people.

BUYING MOTIVES


INTRODUCTION:

A motive is a drive or an urge for which an individual seeks

satisfaction, thus, any urge moving or prompting a person to purchase

decision is called a buying motive.

According to S.A SHERLEKAR

“a buying motive is the reason why a person buyes a particular

product. It is driving force behind buying behaviour and may be

based on psychological or physiological wants.”

Thus a motive or prupose of the purchase is mental instinct. It is

imposed or created. It comes from within the man. Some of the

buying motives for example are food and drink, comfort to attract

opposite sex, welfare of beloved ones, freedom from fear and danger,

to be superior, social approval to live longer, cleanliness, efficiency,

style and beauty, curiosit etc.

SOME ACTIVITIES INVOLVED IN CONSUMER BEHAVIOUR


Thinking about product Viewing ads Seeing displays Observing others

Visiting stores

Evaluating the alernatives

Using the product

Add to experience Tell friends or family Complain to seller

Discussion with friends

Gaining information Asking opinions Giving advice

Deciding to buy

What product?Where?How?When?

Discussion with salesperson

Deciding to buy Which brand? Which type? From whom? How much to pay?Arranging paymentSettling details Storing the product

Others

Make paymentMaintenance Prepare for posibleNext purchaseDisposal

FACTOR INFLUENCING CONSUMER BEHAVIOUR



CULTURAL Cultural Sub culture Social class

CONSUMER

DECISION MAKING

SOCIAL

Reference Groups Family Roles and status

PSYCHOLOGICAL

Motivation Perception LearningAttitudes and beliefs

PERSONAL

Age & life Cycle stage Occupation Income Life style Personality Self concept

OBJECTIVES

I joined Saras Dairy, Alwar (AZDUSS Ltd., Alwar) as an intern on 21 july

2008. I am working in the Marketing Department of Saras.

The objectives of the Executive Training at Saras Dairy (AZDUSS Ltd., Alwar)

are:

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.


DATA ANALYSIS

Table showing change in price of different Saras productsProduct 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.20Rs.21 per litre

Rs.22 per litre

Rs.23 per litre

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

Rs.18 per litre

Rs.19 per litre

Double Toned Milk (Smart)

Rs.14Rs.15 per litre

Rs.16 per litre

Rs.17 per litre

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

Rs.13 per litre

Rs.15 per litre

Ghee (1 litre) Rs.160 Rs.165 Rs.170 Rs.180

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.130

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

Chhach (Plain) 500 ml Rs.6 Rs.7 Rs.7 Rs.8

Chhach (Namkeen) 250 ml

Rs.4 Rs.5 Rs.6 Rs.6

Shrikhand Plain (100 g) Rs.7 Rs.7 Rs.8 Rs.9

Shrikhand Kesar Pista (100 g)

Rs.8 Rs.8 Rs.9 Rs.10

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


ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWARPERFORMANCE AT GLANCE

S.NO. PARTICULAR01-02 02-03 03-04 04-05 05-06 06-07

1 Registered DCS 497 532 609 681 742 795

2 Functional DCS 368 442 465 564 599 632

3 Prop. DCS (CC) 366 388 454 451 462 443

4 DCS Membership 59588

62966

66217

70281 76931 82655

5 Milk Procurement (per day)

87.74 88.79 97.82 108.9 89.65 79.54

6 Rate / KG (Rs) 9.98 10.77 13.56 12.29 13.22 15.05

7 Milk payment (Rs.Lakhs)

3195 3491 4856 4884 4325 4370

8 City Supply (TLPD) 15.5 18.62 29.52 35.71 67.03 132.69

9 M.D. Supply (TLPD) 75.71 101 144.78

143.5 120.05 0

10 Ghee Sale Total MT 817 652 485.45

1056.72

683.16 941.63

11 Ghee Sale (DCS) MT 104 79 80.66 203.48 213.83 225.1

12 Cattle Feed Sale (MT) 3035 3363 4636 6333 7001 6921.35

13 Turn Over (Rs. Crore) 53.6 59.57 93.77 96.33 95.8 99.15

14 Net Profit (Rs. Lakhs) 64.14 69.43 67.56 8.88 2.25 57.4


Table showing Saras Milk Supply of Alwar City with percentage

growthMonth

h

00-

01

01-02 Gro.

%

01-02 02-03 Gro.

%

02-03 03-04 Gro.

%Apr 102

59

9788 -4.59 9788 10214 4.35 10214 13094 28.20

May 975

7

10944 12.17 10944 12946 18.29 12946 15341 18.50

Jun 962

0

9862 2.52 9862 11683 18.46 11683 16806 43.85

Jul 104

34

9975 -4.40 9975 12090 21.20 12090 17114 41.56

Aug 104

31

10283 -1.42 10283 11322 10.10 11322 15654 38.26

Sep 933

7

10255 9.83 10255 9890 -3.56 9890 16368 65.50

Oct 791

0

8361 5.70 8361 9985 19.42 9985 13530 35.50

Nov 669

9

7818 16.70 7818 8848 13.17 8848 11777 33.10

Dec 588

3

7329 24.58 7329 8451 15.31 8451 10682 26.40

Jan 573

3

6805 18.70 6805 8275 21.60 8275 10282 24.25

Feb 690

4

8063 16.79 8063 9716 20.50 9716 11375 17.07

Mar 728

0

8978 23.32 8978 10857 20.93 10857 12591 15.97

Total 100

247

10846

1

120 108461 124277 180 124277 164614 388

Avg. 835

4

9038 8 9038 10356 15 10356 13718 32


Month

hhhh

03

-

04-05 Gro.

%

04-05 05-06 Gro.

%

05-06 06-07 Gro.

%Apr 13

09

14181 8.30 14181 14683 3.54 14683 18855 28.41

May 15

34

15318 -0.15 15318 18668 21.87 18668 19975 7.00

Jun 16

80

16558 -1.48 16558 18371 10.95 18371 20888 13.70

Jul 17

11

15623 -8.71 15623 16857 7.90 16857 21958 30.26

Aug 15

65

14357 -8.29 14357 17102 19.12 17102 19572 14.44

Sep 16

36

12392 -24.29 12392 15770 27.26 15770 20807 31.94

Oct 13

53

13005 -3.88 13005 15179 16.72 15179 18197 19.88

Nov 11

77

10828 -8.06 10828 14026 29.53 14026 16542 17.86

Dec 10

68

10208 -4.44 10208 13177 29.09 13177 16012 21.51

Jan 10

28

10807 5.11 10807 13352 23.55 13352 16279 21.92

Feb 11

37

11640 2.33 11640 15241 30.94 15241 18034 18.33

Mar 12

59

14110 12.06 14110 15314 8.53 15314 18593 21.41

Total 16

46

15908

7

-31 159087 187740 229 187740 225712 247

Avg. 13

71

13252 -3 13252 15645 18 15645 20519 20

FINDINGS


0

500

1000

1500

YEAR

QT

Y.

IN M

.T. GHE

ESMPWMP

GHEE 720 678 607 612 754 1162

SMP 207 132 12 243 399 1118

WMP 290 342 255 80 197.5 155

2002-03 2003-04 2004-05 2005-06 2006-072007-08

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

MILK PRODUCT MANUFACTURE


0

10

20

30

40

50

60

70

80

90

YEAR

QT

Y.

000,

Kg

s

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

Series 59.59 62.97 66.22 70.28 76.93 82.66

2002-03 2003-042004-05 2005-062006-072007-08


MILK PROCUREMENT


0

20

40

60

80

100

120

140

YEAR

000'

L

IT

PE

R

DA

Y

2003-04

2004-05

2005-06

2006-07

2007-08

Series 18.6 29.56 35.81 67.03 132.69

2003-04 2004-05 2005-06 2006-07 2007-08


LIQUID MILK SALE


0

20

40

60

80

100

120

Year

Cro

re

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

Series 53.6 59.57 93.77 96.33 95.8 99.15

2002-032003-04 2004-052005-06 2006-07 2007-08


TURN OVER


Tasks

The tasks specified by the SIP Company (AZDUSS Ltd., Alwar) are:

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.


Targets

.

“Target is defined as goal which has to be fulfilled

and sounds compulsiveness.” Without setting target it is

difficult for anybody to achieve his/her objectives.”

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

To make maximum people aware of Saras..

To increase the sale of Saras products.

To implement human resource management

techniques to increase the satisfaction level of the

employees of AZDUSS Ltd., Alwar.

To interview 500 homes to know their views and

opinions about Saras products.


During the course of my training at Saras dairy (AZDUSS Ltd.,

Alwar) I was assigned many tasks and targets. In this section I present

the targets and tasks in a tabular form.

Targets and Tasks Assigned to me

S

NO.

TARGETS/TASKS DATE

1

1.

To conduct Survey of 500 people 25th july 2008 to 20th Aug. 2008

3

2.

To survey 9 parlours and 21 booths 21th Aug. 2008 to 2th Sept. 2008

4

3.

To take demand from various

stations

--

5

4.

Collected secondary data from

various departments

Got information about milk

procurement, Liquid milk sale, turn

over

6

5.

Interviewed the Managing Director

of the organization

4 Sept. 2008


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.

A marketing strategy is most effective when it is an

integral component of corporate strategy, defining how the

organization will engage customers, prospects and

competitors in the market arena for success. It is partially

derived from broader corporate strategies, corporate missions,

and corporate goals. They should flow from the firm's mission

statement. They are also influenced by a range of micro

environmental factors.


ANALYSIS OF PERFORMANCE VS. TARGET

I started my SIP training at Saras dairy (AZDUSS Ltd., Alwar) on 21

july2008was given the responsibility of surveying 210 booths, 9 parlours.

I was asked to increase awareness about Saras products amongst the general

public by organizing plant visits for them. For this I organized plant visit for

many people.

Another task assigned to me was to be a part of the milk testing camps

organized by the marketing department of Saras (AZDUSS Ltd., Alwar). For

this we went to various locations of Alwar city and tested the milk samples

brought by the general public. We provided them instant results and explained

them the advantages of using Saras products. Many of them were convinced

that Saras products are better as compared to the products provided by local

vendors. This has increased the sale of Saras products, specially milk.

S.No. Factor Target Performance Variance Reason

1. Door to door surveys

500 500 Nil -

2. Booth surveys 21 20 1 Due to lack of time

3. Parlors surveys 9 9 Nil -


MARKET SURVEY

AIM

In market survey our aim is to find out any possible target market for saras

in TIJARA or BHIVADI increase the no of customers or know their

satisfaction level

METHOD OF SURVEY

Survey Research

Research is the search for, and retrieval of, existing, discovery

or creation of new information or knowledge for a specific purpose.

Research has many categories, from medical research to literary

research. Marketing research is a form of business research.

A survey research is defined as the method of collecting

information by asking a set of pre formulated questions in a

predetermined sequence in a structured questionnaire to a sample of

individuals drawn so as to be representative of a defined population.


METHODS OF CONDUCTING SURVERYS

Personal Interviews: Personal interviews are characterized

by the presence of four entities i.e. the researcher, the

interviewer, the interviewee and the interview environment.

Telephonic Interviews: Telephonic interviews are judged as

one of the best cost-effective alternatives to face-to-face

interviews and mail surveys.

Self-administered Interviews: Self administered interview

is an interview in which the questionnaire is filled out without

the intervention of an interviewer.

Mail Surveys: Mail survey is a survey where questionnaire is

sent to the qualified respondents by e-mail.


Method of survey research used by me: Personal Interview (Door to Door Interview)

Reasons for Choosing Personal Interview:

I chose the personal interview method for survey research due to the following

reasons:

1) Feedback Opportunities: In face to face interview, doubts of the

interviewee can be clarified. Also the respondent can be assured

confidentiality.

2) Probing: The interviewer in a personal interview can explore the

respondent for complex answers. The detailed information so obtained is

very useful to the researcher.

3) Length of Interview: The length of interview is better in personal

interviews. In a personal interview, chances of the respondents answering

all the questions are greater as compared to other non-personal survey

methods. Personal interviews lead to improvement in the quality of

responses.


People's opinion about Dahi

36%

18%

18%

15%

13%

Like very much

like somewhat

neutral

dislike somewhat

dislike very much

CONCLUSIONS

The following pie charts show the opinion about various Saras products.

Figure 1

Figure 2


People's opinion about Lassi

44%

24%

8%

14%

10%

Like very muchlike somewhatneutraldislike somewhatdislike very much

Note: The graph only shows the opinion of the people I surveyed and not of

the general public.

During the training my major work was to conduct booth/parlour surveys and

customer surveys. My efforts have benefited the company (AZDUSS Ltd.,

Alwar) in the following ways:

I surveyed Saras parlours and booths and tried to find out the problems faced by the booth/parlour owners.


The problems faced by the booth/parlour owners were:

They did not get timely supply of products from Saras dairy.

They did not receive cover stands and straws to serve the customers better.

5. I conveyed these problems to the Managing Director of AZDUSS Ltd., Alwar.

He immediately took action after receiving my feedback.

This has resulted in timely supply of material to the booth and parlours and cover stands and straws were also provided to them.

After these actions were taken, customers started getting better facilities and this enhanced the goodwill of the company (AZDUSS Ltd., Alwar).

I also interviewed the staff of the marketing department to judge their satisfaction level. It proved very beneficial to the head of the organization, the Managing Director, as he came to know the satisfaction level of the employees of his organization and the action he needs to take to keep his staff completely satisfied so that they can work well for the betterment of the organization and remain loyal towards the organization


Survey result of 214 people on 21 / 9 Booths/Parlours

102

48%

63

29%

35

16%

12

6%2

1%

Highly satisfied

Very much satisfied

Fairly satisfied

Unsatisfied

Highly unsatisfied

SURVEY RESULT

During the course of SIP training I conducted survey of 9 Saras parlours,

205 booths. The results of the survey are presented graphically as follows:

%


S.No. Factor Target Performance Variance Reason

1. Door to door surveys

500 500 Nil -

2. Booth surveys 21 20 1 Due to lack of time

3. Parlors surveys 9 9 Nil -

During the course of my training I surveyed some people who for some or the

other reason are not using Saras products or are unable to use Saras products.

The reasons they gave are presented below in a tabular form.

S.No. Factor % of the people surveyed

1 Absence of home delivery 20.00

2 Unknown about Saras products 12.00

3 Products are expensive 9

4 Priority to buffalo’s milk 7

5 Possess bad smell 7

6 Non availability of booth in the vicinity 6.8

7 Use Saras milk in case of emergency only 5.2

8 Faith in long association with the milkman 9.2

9 Not able to pay in cash 8.8

10 Consumers own cows and buffalos 5

11 No price consistency 7

TOTAL 97

Table 1


My observation about various Saras products with respectpeople’s liking

Product My observation

Excellent

Very Good

Good Poor Very Poor

FCM (Gold) √

Toned Milk (Taza) √

Double toned milk (Smart)

√

Skimmed milk (Lite) √

Ghee √

Dahi √

Paneer √

Lassi √

Chhach (Plain) √

Chhach (Namkeen) √

Shrikhand (Plain) √

Shrikhand (Kesar Pista)

√

Flavored Milk √


DEPARTMENTS OF SARAS DAIRY (AZDUSS LTD.,

ALWAR)

Marketing Department

According to Peter Drucker, “The aim of marketing is to make selling superfluous.”

Marketing department is one the most important department in every

organization. The marketing activities of the organization include

providing support to the milk unions within and outside the state. The

marketing department conducts various surveys to know the needs and

expectations of the customer

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

routes by which the milk is supplied as well 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. Presently in

Alwar city there are 315 working booths and 10 parlours. AZDUSS Ltd., Alwar

is also marketing various fresh milk products in Saras brand like chhach, lassi,

paneer, shrikhand, dahi and long life products such as ghee, skim milk powder

and whole milk powder.


Various sales promotion techniques are used by marketing department to

increase the sale of Saras products like

Incentive schemes to dealers

Consultancy and hiring of marketing agency

Hoardings

Glow sign board

Gift hampers

Banners

Advertisement through local cable

Wall paintings


Human Resource Department

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 coordinate the Human

resources of an Organization.”

The human resource department manages the personnel serving the

organization.

The Human Resource Department performs the following functions:

Creation of posts and appointments.

Verification of character and antecedents

Pay of appointment

Age limits

Commencement of service

Probation of appointments

Certificate of health

Record of age

Consequence of particulars being false or suppressed


Relinquishment of services by employees and discharge of probationers

Termination of service of confirmed employee

Superannuating and retirement

Option to retire in certain cases

Requirement of medical examination

Retirement on medical grounds

Date of retirement


Operations Department

The operations department defines the working of the organization.

Processes: The steps for preparation of various products are as follows:

Process of making Ghee

Pasteurizer

Cream Separator(To separate cream from milk)

Cream Tank(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 litre and ½ litre packs)


Plain Chhach:

This is pasteurized milk which contains 3.1% fat and 8.6% SNF and acidity

1.08%. This milk is boiled at 40 degree celcius and 3% curd is added. It is

diluted by 40% DTM. This is packed in 500 ml packets and supplied to the

market for sale.

Namkeen Chhach:

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.

Lassi:

In plain chhach 12% sugar is added to make lassi and packed in 200 ml packets

and supplied to the market for sale.


Paneer Segment:

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(Then curded milk is pressed in paneer hooks for 45 minutes, then this

paneer is put into chilled water at 5 degree celcius)

Packaging Department(Here the paneer is packed in 1 KG and 200 gm for sale)

Facilities:

Saras Dairy, Alwar (AZDUSS Ltd., Alwar) provided the following facilities

during operations:-

1) Safety for workers

2) Medical facility

3) First aid facility

Finance Department


Financial Management is defined as making available the required funds at an

acceptable cost and making sure that the funds are suitably invested according

to the plan. This task is performed by the Finance Manager of the organization.

Capital Structure Theories

The two sources of long term finance for a firm are

1) Equity Capital : - Equity capital is the owner’s own capital invested in the

business.

2) Debt Capital : - Debt capital is the capital raised from other sources which

is invested in business.

Arrange finances through loans from ICICI and HDFC. Earlier loans were taken

from Alwar Gramin Bank.

Final accounts are maintained yearly.

Daily transactions are maintained in one day business.

Budget is prepared by the Accounts Department.


Financial Ratio Analysis

Ratio analysis is a widely used tool of financial analysis. It can be

used to compare the risk and return relationship of a firm of different

sizes. It is defined as the systematic use of ratio to interpret the

financial statements so that the strengths and weaknesses of a firm as

well as its historical performance and current financial condition can

be determined. The term ratio refers to the numerical or quantitative

relationship between two items/variables.

Ratio analysis is a systematic use of ratios to interpret the

performance and status of the firm.

Current ratio: This ratio reveals the relationship between current

assets and current liabilities.

Current ratio = current assets / current liabilities

Quick ratio/ acid test ratio: The acid test ratio is the ratio between

quick current assets and current liabilities and is calculated by

dividing the quick assets by the current liabilities.

Quick ratio = Quick assets / current liabilities


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 things:

First and foremost I learnt to practically apply the knowledge gained

through theory classes and bridge the gap between academic institution

and corporate world.

Understood the importance of job responsibility.

How coordination is maintained between different departments like

marketing, human resource, administration.

Learnt the ways to increase milk procurement.

Understood the distribution network adopted by Saras.

Understood how the management keeps its employees satisfied and retain

them.

The processes that the milk passes through before reaching the final

consumers.

The processes by which various milk products like ghee, butter, dahi,

paneer, chhach, lassi, shrikhand, etc. are prepared.


The marketing strategies adopted by Saras Dairy, Alwar (AZDUSS Ltd.,

Alwar).

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 to participate in milk testing camps and test the milk sample

for purity

Learnt to organize plant visit for visitors.

Learnt to take demand of Saras products from various stations through

phone or personal contact in the prescribed proforma.

Learnt how to build a good rapport with the staff. I was very successful in

building good rapport with the staff of the marketing department and

other departments of the organization as well.

I worked as an intern in Saras dairy (AZDUSS Ltd., Alwar) which processes

and markets milk products which are quickly perishable. Therefore the

marketing strategy of Saras is very different from others. In this type of

organization it is necessary to maintain a balance between demand and supply

and I learnt very well how to maintain a balance between demand and supply.


“SO, INSIST ON SARAS MILK JUST !!!!!

BECAUSE ONLY SARAS MILK GIVES YOU

TRUE VALUE FOR YOUR MONEY.

IT IS PURE, FRESH, NUTRITIOUS, HYGIENIC AND CREAMY.”


SWOT ANALYSIS OF SARAS DAIRY (AZDUSS Ltd., ALWAR)

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

OPPORTUNITY

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.


CONCLUSION

During the two months of my training at Saras Dairy (AZDUSS

Ltd., Alwar) and the surveys I conducted till date, I reached the

following conclusions:

1) Saras (AZDUSS Ltd., Alwar) is a very large and reputed organization and it

gives me immense pleasure and satisfaction to be associated with such a

reputed organization.

2) The organization maintains state of the art quality and hygiene standards.

3) A coin has two sides and it holds true for every organization, no matter how

large or reputed it is, there are always some small shortcomings along with

the plus points of the organization and Saras is no different.

4) Prices of Saras products have been hiked three times during my SIP. I

observed that due to frequent price hike people are losing faith in Saras and

they think that Saras is very unreliable and has no consistency in price. This

factor has resulted in fall in sales.

5) Many people do not have faith in Saras products. They still believe that the

products made by the local dairies are better.

6) Some people feel that Saras products possess bad smell and that’s why they

don’t use Saras products.


7) Saras parlours/booths also face problems because sometimes there is no

timely supply of products to them. They receive the products late in the day

and then these products have to be sold the next day. People do not accept

such products.

8) People believe that the Saras products are costly.

9) During the course of customer survey I also found the general public’s

opinion about different Saras products.


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 (AZDUSS Ltd., Alwar) are:

Response Bias: Sometimes the respondents consciously or unconsciously misrepresent the truth, and then it amounts to response bias.

Non response errors: 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.

Fluctuations in weather conditions: During the survey I came across unfavorable weather conditions like scorching heat and dust storm.

Scarcity of time: 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.

Different tastes and preferences: 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.

Inaccurate information: The answers given by the respondents are not always correct and may be misleading.

Time consuming: 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.


Small sample size: The sample size is small and it may not actually

represent the whole population.

1) Difficult to convince people : 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.

2) Limited information : Being a trainee, it became difficult to obtain some

confidential information about the organization. This sometimes became a

hurdle during the training.

3) Non availability of person: In some cases the person is not present at home.

4) Dependence on respondents’ views : The data collected is totally dependent

on respondents’ views, which could be bias in nature.

5) Difficult to recall : It is not possible and economically viable to revisit a

person who was not present at home.

6) Lack of educated and cooperative respondents : 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) Dependence on monsoons.

4) Milk can be produced not manufactured.

Increasing competition in dairy industry.


SUGGESTION

• Home delivery facility should be provided.

• Increase in advertisement and publicity.

• Motivation programme for booth and parlour owners.

• All information regarding Saras dairy and its products should be available on

internet.

• The policy that an organization must follow in order to run successfully is

• Employee identification card should be provided to employees of Saras.

• Good coordination between marketing department and booths & parlour owners

• Inspection and frequent check of booths and parlours.


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.

Questionnaire design is a vital issue in interviewing. A properly

designed questionnaire can tap the necessary information from the

respondent. Therefore, researchers always design a tactful set of

questions to probe and prompt the interviewee to give useful answers.

Questionnaires fall under various categories, such as structured,

unstructured, disguised and undisguised.

The questionnaire consists of two types of questions:

Open Ended Questions

Close Ended Questions

Format of questionnaire used in door to door survey


Dear Respondents,

I Akhalesh kumar gupta, MBA student of Rajasthan Technical University

conducting a survey of the various products of the Alwar Dairy, such as Lassi,

Chhach, Dhai, Cheese, Shrikhand, & other milk products which are available in the

local market.

Alwar Dairy has it’s name for the quality products, it in your service since 1975

It would be grateful if you could fill up the following questions in this regard, all

the information supplied by the respondents shall be kept confidential.

Your Name: ……………………………………………….Address: ………………………………………………. Phone: ……………………………………………….Email: ……………………………………………….

Which age group do you belong:-

(a) 10 -20(b)21-30(c) 30-50(d)50 above

Occupation:(a) Government Employee(b)Business


(c) Agriculture (d)Other (Pls. Specify) ……………

Income Group:(a) Up to Rs.10,000(e) Between Rs.10,000 – 25,000(f) Between Rs.25,000 – 50,000(g)Above Rs.50,000

Q.1. Which product(s) of Alwar Dairy you are using at present?

ProductsLassiChhachDhaiCheeseShrikhandButterGheeMilk

<Q.2. How would you rank them in terms of prices?

Product Highly Priced Getting value for MoneyLassiChhachDhaiCheeseShrikhandButterGheeMilk

Q.3. How would you rate them in terms of (Quality) fresher?


Product Fair Good Very-Good ExcellentLassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk

Q.4. How you liked the taste.product in terms of

Product Fair Good Very-Good Excellent.Lassi Dhai Cheese Shrikhand Butter Ghee Milk

Q.5. How you liked the product in terms of packaging.

Product Fair Good Very-Good ExcellentLassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk

Q.6. What you think the pack size available is.

Product Bigger Appropriate Small


Lassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk

Q.7. How often you take these products?

Product Once a week Twice a week Thrice a week DailyLassi Dhai Cheese Shrikhand Butter Ghee

Q.8. Where do you get these products.

Product Milk Bar Milk Booth Near by RetailerLassi Milk Dhai Cheese Shrikhand Butter Ghee Milk

Q.9. What you say about the availability of these products?

Products Always Not always Rarely


Lassi Milk Dhai Cheese Shrikhand Butter Ghee Milk

Q.10. How you have these products.?

Products Drinking\Direct Intake Other purpose (Specify) Lassi

Chhach Dhai Cheese Shrikhand Butter Ghee Milk

Q.11. The factors that you may consider while buying a product. (Rank them in order of priority)

Price ………Freshness of product ………Over all quality ………Brand Name ………


Q.12. Is there is any complain regarding the product about?

TasteFreshnessPricePack. SizeCleanlinessFlavourAny other (please mention) …………

Q.13. Would you like to give your valuable suggestion regarding the improvement in the product or regarding the packaging or any other. Please feel free to tell me.

………………………………………………………………………………………………………………………………………………

I deeply thanks to you for giving me your such a valuable time.

( Akhalesh kumar gupta )

ABBREVIATIONS


AZDUSS..................Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd.,

DCS..........................District Cooperative Societies

FGS..........................Finished Goods Supply

FMP.........................Fresh Milk Products

HACCP...................Hazard Analysis Critical Control Points

ISO...........................International Standard Organization

OJT..........................On Job Training

SIP...........................Summer Internship Program

SKM.........................Skimmed Milk Powder

WMP.......................Whole Milk Powder

BIBLIOGRAPHY


The definitions and data used in this report are compiled from the

following sources:

1) Textbook on Marketing Management, ICMR publication, Hyderabad page

no. 189- 205.

2) Textbook on Marketing Management by PHILIP KOTLER:11th edition page

no. 104 – 130.

3) Marketing management , Dr. C.B Gupta, Sultan chand & Sons

publication, page no. 205-217

4) Marketing management An Indian perspective, P.K Agarwal,

Pragati Prakashan,Meerut, page no. 80-95

5) Annual publication of Saras Dairy, Alwar

6) MIS department of Saras dairy (AZDUSS Ltd., Alwar).

7) Principles of Marketing by Philip Kotler and Gary Armstrong.

8) Marketing Management ( Ramaswamy or Namakumary)

