A
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.
Final Report Page 2 of 77
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
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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
Final Report Page 4 of 77
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.
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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.
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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
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14. CONCLUSION………………………………………….63-64
15. LIMITITION ……………………………………………65-66
16. SUGGESTION………………………………………………67
17.QUESTIONNAIRE………………………………………68-74
18.ABBREVIATION……………………………………………75
19.BIBLIOGRAPHY…………………………………………...76
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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.
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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
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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.
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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
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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
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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
Final Report Page 14 of 77
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.
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PRODUCT PORTFOLIO
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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)
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CONSUMER BEHAVIOUR
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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.
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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:
.
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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
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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
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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
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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
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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
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Final Report Page 26 of 77
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.
Final Report Page 27 of 77
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
Final Report Page 28 of 77
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
Final Report Page 29 of 77
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
Final Report Page 30 of 77
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
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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
Final Report Page 32 of 77
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
ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
MILK PROCUREMENT
Final Report Page 33 of 77
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
ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
LIQUID MILK SALE
Final Report Page 34 of 77
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
ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
TURN OVER
Final Report Page 35 of 77
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.
Final Report Page 36 of 77
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.
Final Report Page 37 of 77
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
Final Report Page 38 of 77
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.
Final Report Page 39 of 77
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 -
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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.
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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.
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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.
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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
Final Report Page 44 of 77
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.
Final Report Page 45 of 77
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
Final Report Page 46 of 77
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:
%
Final Report Page 47 of 77
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
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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 √
Final Report Page 49 of 77
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.
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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
Final Report Page 51 of 77
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
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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
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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)
Final Report Page 54 of 77
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.
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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
Final Report Page 56 of 77
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.
Final Report Page 57 of 77
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
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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.
Final Report Page 59 of 77
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.
Final Report Page 60 of 77
“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.”
Final Report Page 61 of 77
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.
Final Report Page 62 of 77
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.
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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.
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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.
Final Report Page 65 of 77
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.
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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.
Final Report Page 67 of 77
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
Final Report Page 68 of 77
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
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(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?
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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
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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
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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 ………
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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
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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
Final Report Page 75 of 77
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)
Final Report Page 76 of 77
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