Saras (bhilwara,rajasthan)

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  • 1. A STUDY ON DEALERS AND CUSTOMERS PROSPECTIVE REGARDING SARAS PRODUCTS (With Special Reference to Bhilwara Dugdh Utpadak Sahakari Sangh, Bhilwara) SUBMITTED TO THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION OF RAJASTHAN TECHNICAL UNIVERSITY, KOTA SUBMITTED TO: BHILWARA DUGDH UTPADAK SAHAKARI SANGH LTD. SUBMITTED BY: ABEYSON JOSE MBA - 1ST POORNIMA SCHOOL OF MANAGEMENT, JAIPUR 2012-2014 1|Page
  • 2. Acknowledgement Intellectual alertness, creativity and innovation go side by side in making of a manager. In this context, the role of successful execution of the project work cannot be denied. My heart felt Veneration in due to Asst. Prof. NIDHI TAK, of Poornima School of Management, for his guidance on various facts of the project work and for his timely advice to improve upon shortcomings and I am thankful to him approval to perform this dissertation. I would also like to take this opportunity to convey my respect and special gratitude towards Mr L. K. JAIN (Managing Director) who consider me of worthy of doing project in their esteemed establishment and never failed to satisfy my over-zealous thirst to obtain information. I also want to thank Mr ARVIND GARG (Dy. MARKETING MANAGER) and Miss. ANCHAL JAIN (MARKETING EXECUTIVE) for their kind support for successful completion of this project. No language ever adequate to express my gratitude towards my parents towards my parents for their dedicated and enthusiastic encouragement. Working on this project has been a great experience. I am thankful to all concerned people who have played active role in the successful completion of this project. ABEYSON JOSE DATED: PLACE: JAIPUR 2|Page
  • 3. EXECUTIVE SUMMARY 1) TITLE: To study of marketing mix with awareness anId analysis about the products and services of SARAS DAIRY among dealer/retailer and customer of Bhilwara city. 2) BACK GROUND OF THE STUDY: This study is conducted for BHILWARA DAIRY (SARAS) at Bhilwara, by ABEYSON JOSE, 1st year of Management of Business Administration (MBA) as requirement for partial fulfilment for MBA. SARAS is largest milk Products Company in Rajasthan. It is a state level top body of milk cooperative, which aims to provide remunerative returns to the farmers and also provide the interest of the consumers by providing quality products, which are good value for healthy and money. 3) OBJECTIVES :  To study the Organisation’s history, structure, climate and present functioning.  To study the present marketing mix (4 P’s) of the co. under the brand image of SARAS.  Study the awareness of SARAS product among dealer/ retailer and customer and analysing their satisfaction level and their approaches.  To suggest the necessary changes and improvement with use of data analysis. 4) RESEARCH METHODOLOGY : The methodology includes collection of various data with the help of prepared questionnaire and the data has been collected by interviewing retailers, distributors and customers. 5) DATA COLLECTION AND INTERPRETATION It includes cross tabulation of questionnaire by classification of responses and frequency distribution and appropriate graphical representation question with comments. 6) OBSERVATIONS AND FINDINGS: Observation is related those issues only, which are not included and explored through the questionnaire, it may not require a data support. Findings are strictly based on the collected data, attempting to answer the objectives. 3|Page
  • 4. 7) LIMITATION OF THE STUDY: The study can be biased to the extent of personal perception, historical nature of data collection and of the time limit. 8) SUGGESTION: Based on findings, suggestions were given in order to improve the marketing strategy and widen company’s market. 4|Page
  • 5. INDUSTRIAL PROFILE... 5|Page
  • 6. INDUSTRY PROFILE The National Dairy Development Board (N.D.D.B) was created in 1965, fulfilment the desire of then prime minister of India –Late Lal Bahadur Shastri –to extent the success of the Karia Co- Operative Milk Producers Union (AMUL) to other part of India. That success of combined the wisdom and energy of farmers with professional management to successfully captured liquid milk and milk products markets while supporting farmer’s investment with input and services. NDDB began its operation with the mission of making dairying a vehicle to a better future for a million of grass roots milk producers. The mission achieved thrust and direction with the launching of “operation flood” , a program extending over 26 yrs. and which used World Bank loan to finance India’s emergence as the world’s largest milk producing nation. Operation flood’s third phase was completed in 1996 and has to its credit a no. of significant achievements. As on march 2001, India’s 96000 dairy cooperative integrated through a three tier cooperative structure- “The Anand Pattern”, owned by more than 10 million farmers, procure an average of 16.5 million lit of milk every day. The milk is processed and marketed by 170 milk producer’s cooperative union which in turn on 15 state cooperative milk – marketing federation. Since its inception, the dairy board has planned and spear headed India’s dairy program by placing dairy development in the hand of milk producers and the professionals they employ to manage their cooperative. In addition, NDDB also promotes other commodity- based cooperatives, allied industries and veterinary biological on an intensive and nationwide basis. Dr (Ms) AMRITA PATEL serves as the chairman of NDDB; Dr VARGHESE KURIAN was the founder chairman. In India white revolution or dairy industry was introduced in a small town name “KHEDA” of Gujarat, which was monitored by the NATIONAL DAIRY DEVELOPMENT BOARD. Farmers in KHEDA district as elsewhere in India derived his Income almost entirely from seasonal crops. The income of milk was paltry and could not be depended upon. The main buyers were milk traders or poison ltd a privately owned company that enjoyed the monopoly for supply of milk from KHEDA to the Government’s Bombay Milk Scheme. The farmers of KHEDA district were thus at the mercy of the milk traders who could dictate the price as they had nowhere else to turn. He send his trust deputy, the Late Shri Morarji Desai, to organise the farmers. At a meeting held at SAMARKHA VILLAGE on Jan 4,1946 , it was resolved that milk co-operative societies would organised in each village of kheda district to collect milk from the producers and federation into a district union. The government should be asked to buy milk from the union. 6|Page
  • 7. For 15 days not a drop of milk was sold to the traders. The Bombay milk scheme was badly affected. The milk commissioner of Bombay visited “ANAND”, assessed the situation and decided to concede to the farmers demand. Thus was born the KHEDA district co-operative milk producers union ltd. “ANAND”, It was formally registered on Dec 14, 1946, which was mentioned by the NATIONAL DAIRY DEVELOPMENT BOARD. The head office of the NATIONAL DAIRY DEVELOPMENT BOARD is situated in ANAND district. The board has taken initiative of establishing DAIRY SANGH’S in different part of the country. In relation to above, there are 16 different of Rajasthan, in which the board had established DAIRY SANGH’s and the head quarter of these sangh’s was situated in the pink city of Jaipur. The NDDB is doing the monitoring of the dairy sangh’s. On the direction by the RCDF (Rajasthan Cooperative Dairy federation Ltd.), Bhilwara dairy sangh was established. 7|Page
  • 8. COMPANY PROFILE... 8|Page
  • 9. COMPANY PROFILE “SARAS DAIRY SANGH” A BRIEF INTRODUCTION: Towards fulfilment of the national objective of marketing India self-sufficient in milk production, a small step was taken in March 1972 and Bhilwara – Chittorgarh Dugdh Utapadak Sahakari Sangh Ltd., Bhilwara was registered under cooperative Act 1965. Initially this union did not have the processing facilities. It started with a modest beginning of procuring 100 lit of milk per day. The initial handling capacity of the dairy plant was 1.5 lac lit per day with a powder plant of 10 mt per day capacity, which was commissioned in the year 1983, under operation flood program by NDDB for service of thousands of rural farmer’s families of Bhilwara – Chittorgarh. Over the years, there has not been looking back for Bhilwara – Chittorgarh dairy and significant growth has been made in all fields i.e. procurement, processing and production of various milk and milk products and marketing thereof under the brand name of SARAS. The plant is managed and operated by well qualified, competent and experienced managerial cadre and highly motivated workforce to provide highest quality of products and best of the services to our esteemed customers. To future improvement of the efficiency and effectiveness of the plant performance, Bhilwara – Chittorgarh had earlier obtained the quality management systems certification as per ISO 9001 : 2000 in combinations IS : 15000 (HACCP). Bhilwara dairy sangh was established on Anand pattern under operation floor and it was registered under co-operative Act in the year 1972. DR. A. C. MATHUR was first M.D. On the first day of its opening Bhilwara dairy sangh procured 100 lit of milk and in the year 1997 the sangh started marketing of milk as well as selling of loose milk. In the year 1984, with the expansion of sangh, the business of packed milk was also started and 1200 lit of milk was sold in this year by the sangh. In present time 185000 lit milk per day is being sold in Bhilwara, Chittorgarh, M.P. & adjoining district/areas. It have feeder balancing dairy plant with 1 lac lit per day capacity which was commissioned in 1983 being managed by Rajasthan Cooperative Dairy Federation Ltd. Jaipur, it was handed to Bhilwara Dugdh Sangh in 1990. Last couple of year has witnessed tremendous growth in milk procurement, processing, and marketing and rural development activities. 9|Page
  • 10. Now, Bhilwara – Chittorgarh Dugdh Utapadak Sahakari Sangh Ltd., is one of the forerunners among cooperative dairy’s not only in Rajasthan but also in north India. 0 Sangh now has 1126 registered DCS with 74415 members and procuring average 1.85 lac lit pf milk per day and out of which 107 thousand lit of milk are selling with the 2 districts along with some parts of M.P. Bhilwara – Chittorgarh Dugdh Utapadak Sahakari Sangh has got ISP 15000 (HACCP) recently in Feb. 2001. At the turn of millennium, the cooperative diaries are in a demanding situation as never before, a liberalisation and open market policy poses stiff competition not only from local private diaries but also from international giant. Co-operative are saddled with the dual responsibilities of socio – economic uplifting of milk producers on one hand and satisfying the requirements of fully aware and demanding consumers on the other hand. SARAS Dairy is HACCP organisation. Sangh had also received national productivity award for the year 1999 – 2000. SARAS Dairy is HACCP organisation. Sangh had also received National Productivity award for the year 1999 – 2000. SARAS have fourteen plants in different districts of Rajasthan:              Bhilwara Jaipur Ajmer Udaipur Alwar Sikar Banswara Jodhpur Bharatpur Jhunjhunu Pali Kota Raniwada Bikaner 10 | P a g e
  • 11. USP OF SARAS Bhilwara milk union was established in 1972 and registered under cooperative Act with the objective:  To organize milk producers co-operative societies at village level. To arrange to collect surplus milk generated in village.  To undertake milk production enhancement activities such as artificial insemination, distribution of balance cattle feed, treatment of animals, distribution of fodder seed etc.  Marketing of good quality, processed milk and products to consumer at reasonable price. SPECIAL FEATURES OUALITY:Bhilwara dairy has got a sophisticated quality control laboratory, which is equipped to carry out of almost all the chemical and bacteriological tests related with milk and milk products. SARAS Dairy possesses a specialised central quality control laboratory, which monitors adherence to quality standards through random sampling of milk, milk products, cattle feed, packing material etc. Dairy plant has its own laboratory the QC lab also carries quality tests for various packaging material, ingredients, and chemical used in Bhilwara Dairy. The services of the QC lab are also used for carrying our consumer awareness programs like “Dudh ka Dudh Pani Ka Pani”. Dairy also has facility for general public for getting their milk/ghee sample tested in QC lab free of cost. ENGINEERING:The lifeline of Bhilwara Dairy i.e. steam, water and refrigeration is provided and maintained by the engineering section. Apart from this, This section does regular maintenance both preventive and corrective. Only considering the perishable nature of milk the engineering section has to be on its toes always. The section is managed by well-qualified and experienced manpower, which is at par with any professional organization. HUMAN RESOURCE DEPARTMENT:Bhilwara Dairy has always considered its staff members as an asset. Various programs are run on continuous basis for keeping the moral of employees high without the positive efforts of the employees; the success story of Bhilwara Dairy would not have been possible. Yearly get together of all officers and employees is one of the most important events of bhilwara dairy. 11 | P a g e
  • 12. For the last few years, more emphasis is being given on employees training in the field of attitude, customer relation, positive thinking, time management, stress management and team building etc. apart from technical subjects. Employees are being made aware of such subject by nominating them to various training, workshops and seminars. Also experts are being invented to conduct in house workshop and seminars. Bhilwara Dairy has a HRD cell also,, which circulate good and readable articles to employee for self-development. VERMI COMPOSITING:Under the recent concept of organic farming; to achieve the objective of organic milk production and to use the organic waste of dairy plant, SARAS has initiated a programme of vermicomposting with the help of NGO, Morarka Foundation, Jaipur, through which SARAS in producing vermicomposting and is distributed to the farmers. Training in this regard is also being imparted to the farmers. Many farmers have been trained. AWARDS:Dairy sangh has received recognition as an ISO – 9001: 2000 and IS 15000 (HACCP) organisation. Sangh has also received the National Productivity Award for the year 1999 – 2000. RAJASTHAN WOMEN DAIRY PROJECT:An income generation, asset creation and self-concept enhancing program for the rural women. Rajasthan has a high percentage of livestock ownership and cattle population is the highest in country. Traditionally, in the village, women undertake day to day care of the cattle feeding, milking and hygiene. Women also treat the livestock during their illness. Dairying is thus eminently suitable, for the rural women, ass a convenient and regular source of income. The Rajasthan Women Dairy Project (RWDP) was launched in 1991 under the support to Training and Employment Programme (STEP) of government of India to utilize dairy cooperative societies as means towards economic and social improvement in the status of the rural women. The Rajasthan Co-operative Dairy Federation is the implementing agency for the project. The RWDP, in addition to providing market for milk, also conduct program like :    Literacy. Rural health and Sanitation. Animal health, breeding and fodder development. 12 | P a g e
  • 13.   Ecology awareness. Supplemental income generation through rural craft. FOR MAIN DEPARTMENT OF BHILWARA DAIRY AND THEIR WORKING 1) Procurement And Input Department :This department deals mainly with procurement and collection of milk. The basic function of department are formation of DCS in village, collection of milk, organising F.O.P programmes, payments to DCS (T.K.P.D), technical input through training, institutional development activities. 2) Production and Plant Department:The procured milk is sent to the plant by the P&I department. Main work of this department is processing and packaging of milk and utilizing the rest of the milk either for making buy products like Panner, Ghee, Chaach, and Srikhand or for inter union sale (RMG/NMG). 3) Marketing Department:The main function of this department is to sell the packaged milk and milk byproducts in the market. Other subsidiary function of this department is to is to organise customer orientation programme, milk testing camps, advertisement and sales promotional activities. Marketing department also deals with appointment of booth agents and dealers for selling the SARAS dairy products. The milk is distributed to them through insulted milk van, refrigerator van and other cargo. Marketing department had captured Bhilwara, Chittorgarh, M.P. and adjoining areas as their target market. The booth agents of Bhilwara city are called retailers while the booth sellers of up-country are called dealers. Both are paid 65 paisa commissioned. For selling the by-products distributed are appointed, 2 in Bhilwara city. On by-products commissioned rates are fixed according to the type of products supplied. Every year many incentives scheme are also launched for the retailers and dealers by the marketing department. Marketing department also deals with sales promotional activities and customer complement handling. 4) Accounts And Finance Department :These two departments deal with financial matters of SARAS DAIRY SANGH. All the funds are made available to different department through finance department. All the cash receipt, bill payments, voucher entries, are handled by accountants department. Thus their department heads under monitoring of managing director controls these entire departments. 13 | P a g e
  • 14. COMPETITORS OF SARAS DAIRY BHILWARA The main competitors of SARAS dairy (BHILWARA) in Rajasthan is GOKUL DAIRY and Loose Milk. With the coming year more brands will entre in the market. But still Bhilwara dairy is holding a strong position among its competitors. 14 | P a g e
  • 15. Organisational Structure of The Dairy Sangh Managing Director Manager Procurement Manager plant & production dept. Manager marketing dept. Manager finance & accounts dept. Dy. Manager Plant & production dept. Dy. Manager marketing dept. Dy. Manager Finance & accounts dept. Ast. Manager plant & production dept. Ast. Manager marketing dept. Ast. Manager finance & accounts dept. Supervisor plant & production dept. Supervisor marketing dept. Supervisor finance & accounts dept. & input dept. Dy. Manager Procurement & input dept. Ast. Manager Procurement & input dept. Supervisor Procurement & input dept. 15 | P a g e
  • 16. MARKETING STRATEGIES SARAS Dairy’s marketing dept. is putting its efforts towards achieving the target of sale of milk & by products. To bring a remarkable rise in the sales following Marketing Strategies had been formulated. INSTITUTIONAL MARKETING:Institutional customers ensure a large and regular take off of milk from the union. Apart from this being associated with either famous hotels or hospitals will boost the image of the union in the mind of the customer. The milk sold by the union will automatically be associated with “freshness & pureness”. The word of mouth publicity that is generated by these institutional sales is very helpful in converting non-buyers. Some of the institutional customers that the union can focus on are as follows:Hostels Hospitals Hostels Industrial, colleges & school canteens Clubs Defence Railway contractors Many times it becomes imperative for organisations to appoint distributors for handling the institutional customers that the union can focus on are as follows: RURAL MARKETING: “Packaged milk is not acceptable to a semi – urban consumer is a myth”. Essentially what a semi-urban consumer is look for is:  Value for money. Consistent and regular supply. The semi-urban consumer is changing very evident from the fact that the rate of growth for washing machines and TV sets is more in the rural markets than in class 1 cities. Rural marketing can give the unions the following advantages:   It gives the unions an opportunity to sell other dairy products along with the liquid milk. If unions sell pack milk in rural markets the sale of loose milk is bound to go down. Hence, the unions have more milk available for their procurement. If the procurement of the unions increases it will automatically prevent the loose milk from entering into the city market. 16 | P a g e
  • 17. RURAL MARKET DEVELOPMENT:All the unions must remember the fundamental rule that “ it is costlier for unions to forego customer than to reach them”. To a consumer today convenience is everything. The same is with purchasing of milk. Here also the consumer looks for convenience in terms of proximity to home, availability etc. Hence the best system for distribution of milk today is door delivery. Some of the reasons why consumers still prefer loose milk over packed milk are as follows:    Door delivery Personalized service Credit Flexibility in decision making. If a union is able to establish a retail network that ensures that all the above benefits are made available to the consumer, the union is bound to sell large quantities of milk. I. HOME DELIVERY:To provide milk to doorstep of customer dairy is planning to encourage home delivery system in Bhilwara. For this incentive would be given to the quantity being home delivered. II. MODIFICATION OF COM-MISSION/TRADE MARGIN:Marketing dept. had proposed to revise the commission structure for to increase the profit margin of dealers/retailers: BOOTH AGENT: - In bhilwara booth agents, are appointed these are appointed these are either run in dairy booth /shop agency or pacca booth. Dairy is passing 1.10 paisa/litre commission/margin to these booth agents in bhilwara.  DEALERS: - Dealers system in running up, in up-country market. In these system dealers are appointed in villages/kasbahs and cities. Dealer’s sells milk either to his on outlet or through sub dealers appointed by him. In big cities where selling of milk is in town or three stages there are need to revise the existing commission structure i.e., 1.10 paisa/litre. III. EFFORTS TO INCREASE VOLUME (TLPD) :Simultaneous efforts are being made to increase milk sales TLPD (Thousand litres per day) by the dairy. A figure below shows the current sales, proposed sales and rise in TLPD. THE CURRENT FIGURE OF SALES (TLPD) AREA PRESENT SALE Bhilwara 113.92 PROPOSED SALE 116.00 RISE IN TLPD 2.08 17 | P a g e
  • 18. PRODUCT AND PACKAGING R&D:The second important area for which marketing strategies are formulated. Under this head new products are introduced to increase the visibility of SARAS and viability of milk sellers. As well as consistent measures are taken to increase the sales of existing by products for achieving the targeted growth. MILK AND MLK PRODUCTS:Dairy have started the sale of following FMP with milk sale: Namkeen Chaach 200 ml pack.  Plain Chaach in 500 ml pack.  Flavoured Milk in 250 ml pack/ Sterilised flavoured milk in 200 ml bottle pack.  Paneer in 200 gm and 1 kg pack.  Srikhand in 100 gm/ 50 gm/ 500 gm/ 1 kg family pack.  Milk cake.  Softy.  Rasgulla  Thick milk shake.  Saras ice cream.  Ghee in 15 kg/ 1 litre/ ½ litre pack.  Dahee.  Lassi.  Mawa  (Fika) 1kg/ 500gm. It is also planning to introduce the following:Panner in 100 gm vacuum pack and Lassi in 200 ml glass pack. RETAILERS/DEALERES/TRAPOTER/STAFF TRAINING: Quarterly training would be arranged by SANGH to educate about selling aptitude, detail about product and their handling customer dealing through some outside agencies. 18 | P a g e
  • 19. Saras future plan Planning means looking ahead or deciding in advance what to be done. Planning include forecasting. According to Henry Fayol “purveyance, which is essential element of planning covers not merely looking into the future but making provision for it. A plan is then a project course of action”. According to Theo Haiman “planning to deciding in advance what is to be done. When a manager plans, he projects a course of action, for the future a, attempting to achieve a consistent , co-coordinated structure of operation aimed at desired result”. In reference to this context Bhilwara SARAS dairy marketing plan is elaborative and comprehensive. This marketing plan was generated on the basis of questionnaire, personal interviews and references available regarding bhilwara dairy. Marketing plan is designed, keeping in view the feature aspect, opportunities and threats to the organization Saras marketing plan The main objective of the sangh, behind adequate planning is to increase the sales graph and to earn maximum profit with Dealers/ Customer’s /Retailer’s satisfaction. MONTHWISE BREAK UP OF MARKETING PLAN OF BHILWARA MILK UNION FOR THE YEAR 2013-2014  Marketing plan for the month of April-13, May-13,& June-13:1. For boosting up the milk sale 4 new outlets will be open every month. 2. New ghee dealers will be recruited at uncovered tehsils like Dhariyabad, Gangrar, Pipal khutt for increasing the ghee sale. 3. Facilitating new products like Cheese, Milk cake, Ice cream, Softy, Thick milk shake etc all time on Saras parlours. 4. 8 milk testing camps & 5 Customer Orientation Programme will be organised every month for promoting our sale. 5. Proposal is under consideration for boosting up the milk sale, to increase the booth agent’s trade margin & appointing super distributor in the upcountry market.  Marketing plan for the month of July-13, August-13,& September-13:1. Again in the month of July, Aug, Sept for increasing the milk sale 4 new outlets & 2 Saras parlours will be opened. 19 | P a g e
  • 20. 2. Saras authorised dealers will be appointed in newly developed Industrial colonies, govt. schools & college canteens for raising the sale of product. 3. Mid-Day Meal Campaign in Rajasthan- A proposal will be put up by the Bhilwara milk union to District authorities, for supply of Saras products in this campaign. 4. 8,5,3 nos. of milk testing camp will be organised in the month of July-13, August-13,& September-13 as well as minimum 5 nos. of Customer orientation program will be organised every month for increasing the milk sale. 5. Route wise dealer & retailer meeting will be organised, for solving the grievances, receiving suggestions & feedback from dealers & retailers.  Marketing plan for the month of Oct-13, Nov-13,& Dec-13:1. Supply of Saras product on special occasion like festivals, marriages etc to milk societies on their demand. 2. New schemes will be launched for customers & booth agents. 3. Total 12 new outlets & one parlour will be opened during these 3 months. 4. 5 customer orientation programs will be organised for targeting the customers. 5. A campaign will be run by the marketing section under which a team will be formulated who will personally visit govt. agencies and schools for promoting our product sale. 6. For increasing bulk purchase of Saras products management is planning to launch schemes for bulk purchasers like Halwais/Caterer/Restaurant/Hotels etc. 7. Kray Vikray Sahakari Samitie, newly opened D.C.S etc., will be attached in upgrading the sale of ghee in rural sectors.  Marketing plan for the month of Jan-13, Feb-13,& Mar-13:1. For boosting sale, Ghee dealers at Tehsil levels are authorized to sale fresh milk products. 2. Nos. of customer orientation programme will be organised every month for upgrading the milk sale. 3. Target is kept to open 12 new outlets & 2 new parlours during these 3 months for boosting up the sale. 4. Transports & vehicle staff meeting will be organised for improving the transportation system. 5. Advertisments in the regarding inviting the applications for new parlours & booths in thrust areas of milk shed for the year 2014-15. 6. For increasing the brand visibility in the mind of customers – display of products through attractive hoardings, glow sign boards, pamphlets & banners, as well as participation in trade fairs. The above formulated marketing plan will be enforced sincerely for achieving the target mentioned in annual action plan for the year2013 - 14. 20 | P a g e
  • 21. MARKETING MIX The marketing mix is the set of marketing tools the firm uses to pursue its marketing objective in the target market McCarthy classified these tools into four broad groups that they called the four P’s of marketing: product, price, place, promotion. PRODUCT:Product is the first and most important element of the marketing mix. A product is anything that can be offered to a market to satisfy a want or need. A product is anything that can be offered to a market to satisfy a want or need. Products that are include physical goods, services, experience, events, person, places, properties, organisation, information and ideas. Product strategy calls for making coordinated decision on product mixes, product lines, brands, packaging and labelling. PRODUCT MIX:More companies sell more than one product. A product mix can be classified according to width, length, depth and consistency. These four dimensions are the tools for developing the company’s marketing strategy and deciding which product line to grow, maintain, harvest and divest.    The width of a product mix refers to how many different product lines the company carries. The length of a product mix refers to the total no. of item in the mix. The width of a product mix refers to how many variants are offered of each product in the line. MILK FLAVORD MILK CHACH GOLD SHAKTI TAZA SMART CHOCLATE ELAICHI ROSE MANGO NAMKEEN PLAIN Product width mix Product line length In order to capture market SARAS are trying to give maximum varieties of products to the consumer. The minimum variants SARAS have are as follows:1. NON HOMOGENISED FULL CREAME MILK (GOLD):- The target segment for this type of milk is the upper income families for whom the fat whom the fat of the milk is primary importance. It is made to make sweets, dishes and for hard working 21 | P a g e
  • 22. person or pregnant women because they need extra nourishment. It has FAT (6.0%) and SNF (9.0%) level. 2. NON HOMOGENISED STANDARDISED MILK (SHAKTI):- The target segment for this type of milk is the upper middle class families and high income group of families. This type of milk is specially made for 13 to 25 year old people. They can easily appetite it. It has FAT (4.5%) and SNF (8.5%) level. 3. NON HOMOGENEOUS TONED MILK (TAZA):- This milk variant can be targeted to the mass market. This type of milk is specially made to make dahi- chaach, tea and for 30 to 40 year old people because it has FAT (3.0%) and SNF (8.5%) level. 4. HOMOGENISED DOUBLE TONED MILK (SMART):- The target customer segment for this variant of milk can be lower income families, tea vendors, restaurants, small child, heart patients and old age person, because it has FAT (1.5%) and SNF (9.0%) level. FRESH MILK BY-PRODUCTS:Some of the fresh milk products that are beneficial for the SARAS are:          Chhach. Butter. Paneer. Flavoured milk. Shrikhand Rasgulla. Milk Cake. Mava. Cheese. Ghee. MILK PACKAGING:The most popular and preferred size of milk pack is 500 ml pack because it is convenient size. SARAS have the different size pack for their different milk variant. Those are: Double Toned Milk (Smart):200 ml 500 ml 1000 ml 6 litre pack size 22 | P a g e
  • 23.  Tond Milk (Taza):250 ml 500 ml 1 litre pack 6 litre pack  Standard Milk (Shakti):500 ml 1000 ml 6 litre pack  Full Cream Milk (Gold):500 ml 1000 ml 6 litre pack PRICE:Price is the one element of marketing mix that produces revenue; the other element produce costs. Prices are the easiest marketing mix element to adjust product features; channels and even promotion take more time. Price also communicate top the company’s intend value positioning of its products or brand. Today companies are wrestling with different many pricing task that is:    How to respond aggressive price cutter. How to price the same product when it goes through different channels. How to price the same product in different companies. How to price an improved product while still selling the previous version. 23 | P a g e
  • 24. PRICE OF SARAS MILK PRODUCT NAME PACK SIZE MRP PER UNIT FULL CREAM PACK 500 ML 18 FULL CREAM PACK 1000 ML 36 FULL CREAM PACK 6000 ML 204 STANDARDISED MILK 500 ML 16 STANDARDISED MILK 1000 ML 32 TONED MILK 500 ML 15 TONED MILK 1000 ML 30 TONED MILK 6 LIT. 168 TONED MILK 250 ML 7.50 DOUBLE TONED 500 ML 12 DOUBLE TONED MILK 1000 ML 24 24 | P a g e
  • 25. PRICES OF BYPRODUCTS BYPRODUCTS QUANTITY MRP PER UNIT TABLE BUTTER 100 GM 30 500 GM 147 200 GM 40 1 KG 200 NAMKEEN(CHAACH) 200 ML 4 PLAIN (CHAACH) 500ML 7 FLAVOURED MILK 200 ML 15 SHRIKHAND(ELAICHI) 50 GM 7 100 GM 14 100 GM 14 500 GM 65 1 KG 110 RASGULLA 1 KG 130 GULABJAMUN 1 KG 140 DAHI 200 GM 10 LASSI 250 ML 8 GHEE 1 LTR 295 ½ LTR 149 5 LTR 1475 15 LTR 4200 1 LTR 315 PANEER SHRIKHAND COW GHEE 25 | P a g e
  • 26. 5 LTR 1575 15 LTR 4500 PROCESSED CHEESE 200 GM 69 SPREAD CHEESE 200 GM 57 MAWA (FIKA) 1 KG 200 500 GM 100 PROMOTION:Promotion is the third P of marketing mix plays very important role for any organisation. If quality of product is good & it is not communicated properly to customer than quality has no meaning. Saras use many promotional activities, that help it in building brand image & create brand awareness. PROMOTIONAL ACTIVITIES:Star Booth: - Dairy is initiating STAR BOOTH concept. At present 192 STAR BOOTHS are in Bhilwara. Why Star Booth:- It is because to have sale of SARAS BRAND MILK & MILK PRODUCTS round the clock and easy approach to the consumers. Extra incentive & recognition would be given to these booths. This will increase competition among the milk sellers & increase available of milk & milk products 24 hour to the customers. CONSUMER AWARENESS: MOBILE TESTING: Saras organised their mobile testing camps every year to create awareness regarding Saras and its products among customers.  C.O.P :It stands for consumer orientation program. SARAS Dairy provides opportunity to House Wife’s and School Children to visit dairy.  DEBATE/SLOGAN/QUIZ COMPETITION:Dairy is also planning to organise debate/slogan/quiz competition in school so that awareness about milk & milk products among school children can be increased. 26 | P a g e
  • 27.  CABLE & T.V. :SARAS Dairy has planned to advertise about milk & milk products through local cable in all the major area of city.  RETAILERS/DEALERS/TRANSPORTER STAFF TRAINING :Quarterly training would be arranged by the sangh to educate about selling aptitude, detail about products & their handling and customer dealing through some outside agencies.  MOBILE VAN:The organisation had also planned to introduce mobile van having T.V, V.C.R and public address system to educate customer of upcountry.  TRAINING AND PROJECTS FOR STUDENTS :SARAS Dairy has started training and projects for higher level professional students like MBA, PGDBM, BBA, BBM, MSC, IT., etc. By this SARAS dairy get many new ideas for increasing sale & give training for awareness about milk & milk products. SALES PROMOTION TO RETAILERS/ DEALERS This year dairy has planned to start following schemes under sales promotion: INCENTIVES SCHEME TO RETAILER/DEALER:This year incentives schemes for milk sellers. The incentive would be linked with target given to Retailer/ Dealer.  HOARDINGS: Plan to put hoardings in Bhilwara for visualising the presence of Saras products.  GLOW SIGN BOARDS:Small glow sign board will be provided to every retail outlets. This will increase visibility of Saras in the market.  T-SHIRTS/CAPS/CARRY BAGS:Organisation has planned to provide T-shirts/caps having Saras logo & milk drop to its entire distributor, transport staff as well as to dealer/ retailer. It had also plan to provide carry bag having capacity of 2 litre milk to our potential customer through dealer/retailer network. This will increase brand image & visibility of Saras. 27 | P a g e
  • 28.  BANNERS/CALENDERS:To increase visibility of Saras milk & milk products, the organisation had planned to invest about 2 lakh rupees in banners & calendars.  ADVERTISMENTS THROUGH LOCAL CABLE/NEWSPAPER /PAMPHLETS:To advertise milk rates/ quality/ availability etc. sangh is using local cable network/ local newspaper/ pamphlets in different cities.  BOOTH CABIN FABRICATION:At present organisation are having 270 booth cabins in milk marketing area. Many milk parlours have been constructed. Dairy is also planning to include some more milk parlours in Bhilwara through outsourcing. A booth cabin does not require any advertisement.  TRI CYCLE:Dairy want to introduce selling of milk and milk products through tri cycles in different colonies of Bhilwara. This will facilities customer’s to get Saras milk & milk product at their door steps. Total rs 1.5 lakh would be utilized for this from the sangh budget. The amount of tricycle can be recovered from milk sellers in interest free instalments.  VISI COOLER:Dairy is selling different type of milk products like Chaach, Paneer, Shrikhand, Butter etc. for better visibility of these products at outlets 15 nos. of VISI COOLER are introduced in market.  CONSUMER GRIVEANCE:In all the advertisement of Dairy the customer complaint telephone no. 01482-264341 are being advertised, so that the complaints can be handled timely (within 24 hrs). PLACE:This is the fourth P of marketing mix, which plays intermediary role between Saras & consumer. DISRIBUTION CHANNEL:Distribution channel is important part of any industry or any organization. A good distribution channel helps the organisation to increase its sale and enlarge its market. In order to give best quality to customers at their convenience it is essential to establish a efficient distribution system. A system which will ensure that the customer get best quality at right price, time & quantity with full satisfaction. The SARAS 28 | P a g e
  • 29. DAIRY develops an efficient distribution system to give best quality products to the customer at their convenience. DISTRIBUTION OF SARAS:SARAS RETAILERS DEALERS/SUPER (For Bhilwara city) DISTRIBUTORS (For place within district but out of city) SHOP/HALWAIS/HOTELS (Appointed by Saras) RETAILERS (Appointed by dealers) VEHICLE TYPE:Insulated LCV’s are used for the milk routes in the cities to make available best quality milk. Three wheelers are used for congested routes. The use of Insulated vehicle will serve the following other purposes:    Minimum temperature losses. The insulated vehicles will give more the union more time between loading & dispatch as the insulated vehicles can be kept waiting. The vehicles will serve as mobile advertisements for the union milk and milk products. It creates a positive image of the union and its operations in the mind of the consumers. 29 | P a g e
  • 30. METHODOLOGY 30 | P a g e
  • 31. RESEARCH METHODOLOGY The researcher can gather secondary data, primary data or both. Secondary data are data that were collected for another purpose & already exist somewhere. Primary data are data freshly gathered for specific purpose or for a specific research project. Researchers usually start their investigation by examining secondary data to see whether the problem can be partly or wholly solved without collecting costly primary data. When needed data do not exist or are dated, inaccurate, incomplete or unreliable, the will have to collect primary data most marketing research projects involve some primary data collection. The normal procedure to interview some people individually or in groups, to get sense of how people feel about the topic in question and then develop a formal research instrument, debug it and carry it into the field. RESEARCH APPROACH:For collecting primary data the approach I used was ‘survey research’ survey are best suited for descriptive research. Companies undertake surveys to learn about people’s knowledge, beliefs, preference and satisfaction and to measure these magnitudes in the general population. RESEARCH INSTRUMENT:The research instrument I used was ‘Questionnaire’. A questionnaire consists of set of question presented to respondents. Because of flexibility, the questionnaire is by far the most common instrument used to collect the primary data. Questionnaire need to be careful developed, tested and debugged before they are administered on a large scale. Marketing research distinguishes between closed end and open end questions specify all the possible answers and provide answers that are easier to interpret and tabulate. Openend questions allow respondents to answer to their own words and often reveal more about how people think. 31 | P a g e
  • 32. DATA ANALYSIS & INTERPRETATION 32 | P a g e
  • 33. “CONSUMER SURVEY” TABLE NO. 1 OCCUPATION IN WHICH CONSUMER ENGAGED OCCUPATION RESPONSE IN % SERVICE 55 BUSINESS 45 TOTAL 100 INTERPRETATION: THE ABOVE TABLE REVEALS THAT MOST OF THE CUSTOMER WERE ENGAGED OR THE SOURCE OF INCOME OF THE QUESTIONED CUSTOMER IS SERVICE. i.e. 55% ARE ENGAGED IN SERVICE WHETHER 45% WERE ENGAGED IN BUSINESS. 33 | P a g e
  • 34. CHART NO.1 OCCUPATION IN WHICH CONSUMER ENGAGED 45 55 SERVICE BUSINESS 34 | P a g e
  • 35. TABLE NO.2 MOST PREFERRED MILK PACK TYPES OF SARAS BRAND COLOR OF THE PACK RESPONSE IN % SARAS GOLD(500 ML) ORANGE 24 SARAS GOLD(1 LIT) ORANGE 8 SARAS GOLD(6 LIT) ORANGE 0 SARAS SHAKTI(500ML) GREEN 36 SARAS SHAKTI (1 LIT) GREEN 24 SARAS SHAKTI (6 LIT) GREEN 0 SARAS TAZA(500 ML) SKY BLUE 8 SARAS TAZA(250 ML) SKY BLUE 0 SARAS TAZA(6 LIT) SKY BLUE 0 SARAS TAZA(1 LIT) SKY BLUE 0 SARAS SMART (1 LIT) YELLOW 0 SARAS SMART(500 ML) YELLOW 0 TOTAL 100 INTERPRETATION; ABOVE TABLE SHOWS THAT; MOST OF THE CUSTOMER PREFERRED SARAS GOLD (500 ML), SARAS SHAKTI (500 ML) AND SARAS SHAKTI (1 LITRE). BECAUSE MOST HOUSEHOLD CUSTOMER PREFFERED GREEN PACK THAT’S WHY IT’S DEMAND IS HIGH IN MARKET. 35 | P a g e
  • 36. CHART NO.2 MOST PREFERRED MILK PACK 40 35 30 25 20 15 10 5 0 36 | P a g e
  • 37. TABLE NO.3 MOST PREFFERED SOURCE FOR MILK SOURCES RESPONSES IN % DAIRY 60 LOOSE MILK 20 BOTH 20 OTHER 0 TOTAL 100 INTERPRETATION: ABOVE TABLE REVEALS THAT; MOST OF THE CONSUMER PREFFERED DAIRY’S MILK FOR THEIR CONSUMPTION. AND LEFT 20% USES LOOSES MILK AND ANOTHER 20% USES BOTH. 37 | P a g e
  • 38. CHART NO.3 MOST PREFFERED SOURCE FOR MILK 70 60 60 50 40 30 20 20 20 10 0 0 DAIRY LOOSE MILK BOTH OTHER 38 | P a g e
  • 39. TABLE NO.4 REASON BEHIND SARAS MILK REASON RESPOSE IN % QUALITY 32 EASY AVAILABILE 29 RATE 12 TASTE 3 PASTEURIZED 24 TOTAL 100 INTERPRETATION:ABOVE TABLE REVEALS THAT; THE MAIN REASON BEHIND WHY MOST PEOPLE PURCHASE SARAS MILK IS ITS QUAALITY AND DUE TO ITS EASY AVAILABILITY AND PASTEURIZATION IS ANOTHER FACTOR. 39 | P a g e
  • 40. CHART NO.4 REASON BEHIND SARAS MILK 35 32 29 30 24 25 20 15 12 10 5 3 0 QUALITY AVAILABILITY RATE TASTE PASTEURIZED 40 | P a g e
  • 41. TABLE NO.5 WILL YOU PURCHASE SARAS MILK AGAIN REASON RESPONSE IN % YES 94 NO 06 TOTAL 100 INTERPRETATION: ABOVE TABLE REVEALS THAT; 94% CUSTOMER ARE SATISFIED WITH SARAS MILK AND WILL AGAIN PURCHASE IT. 41 | P a g e
  • 42. CHART NO.5 WILL YOU PURCHASE SARAS MILK AGAIN 6 YES NO 94 42 | P a g e
  • 43. TABLE NO.6 AWARENESS REGARDING DAIRY’S ACTIVITIES AMONG CONSUMER SOURCES RESPONSES IN % FREE MILK TESTING CAMP 26 DAIRY BRHAMAN 13 HOME DELIVERY 16 SANGH’S PARLOUR 45 TOTAL 100 INTERPRETATION: ABOVE TABLE REVEALS THAT; THE CUSTOMER IS MORE AWARE ABOUT THE PARLOURS RUN AND MANAGED BY THE SANGH AND ALSO THEY ALSO AWARE ABOUT FREE MILK TESTING CAMP (26%), HOME DELIVERY (16%) AND DAIRY BRHAMAN (13%). 43 | P a g e
  • 44. CHART NO.6 AWARENESS REGARDING DAIRY’S ACTIVITIES AMONG CONSUMER 16 15 14 12 12 11 10 8 8 6 4 2 0 SARAS GHEE/ COW GHEE SARAS BUTTER SARAS FLAVOURED MILK SARAS PANEER 44 | P a g e
  • 45. TABLE NO.7 AWARENESS AMONG CUSTOMERS ABOUT ADULTERATION OF UNBRANDED/LOOSE MILK & ITS SIDE EFFECT RESPONSE RESPONSE IN % YES 70 NO 30 TOTAL 100 INTERPRETATION:ABOVE TABLE SHOWS THAT; 70% CUSTOMERS ARE AWARE ABOUT THE ADULTERATION OF LOOSE MILK/ UNBRANDED AND ITS SIDE EFFECT 45 | P a g e
  • 46. CHART NO.7 AWARENESS AMONG CUSTOMERS ABOUT ADULTERATION OF UNBRANDED/LOOSE MILK & ITS SIDE EFFECT 30 YES 70 NO 46 | P a g e
  • 47. TABLE NO.8 MOST FAMOUS BY-PRODUCTS OF SARAS IN MARKET BY-PRODUCTS RESPONSE IN % SARAS GHEE/ COW GHEE 15 SARAS BUTTER 12 SARAS FLAVOURED MILK 8 SARAS PANEER 11 SARAS CHEESE 5 SARAS PLAIN CHAACH 13 SARAS NAMKEEN CHAACH 10 SARAS GULABJAMUN 4 SARAS ICE CREAM 4 SARAS SHRIKHAND 16 SARAS RASGULLA 2 SARAS MILK CAKE 0 TOTAL 100 INTERPRETATION:ABOVE TABLE SHOWS THAT; OTHER SARAS MILK; SARA’S BYPRODUCT LIKE SHRIKHAND (16%), GHEE (15%), PLAIN & NAMKEEN CHAACH (13% & 10%) AND BUTTER (12%) IS ALSO VERY FAMOUS IN MARKET. 47 | P a g e
  • 48. CHART NO.8 MOST FAMOUS BY-PRODUCTS OF SARAS IN MARKET 16 16 15 14 13 12 12 11 10 10 8 8 6 5 4 4 4 2 2 0 0 48 | P a g e
  • 49. “BOOTH SURVEY” TABLE NO.9 TYPE OF MILK MOSTLY PURCHASED BY THE BOOTH AGENTS TYPES OF SARAS BRAND COLOR OF THE PACK RESPONSE IN % SARAS GOLD (500 ML) ORANGE 19 SARAS GOLD(6 LIT) ORANGE 9 SARAS SHAKTI(500ML) GREEN 19 SARAS SHAKTI(6 LIT) GREEN 2 SARAS TAZA(500 ML) SKY BLUE 18 SARAS TAZA(250 ML) SKY BLUE 9 SARAS TAZA(6 LIT) SKY BLUE 9 SARAS TAZA(1 LIT) SKY BLUE 15 SARAS SMART (1 LIT) YELLOW 2 SARAS SMART(500 ML) YELLOW 3 TOTAL 100 INTERPRETATION: ABOVE TABLE SHOWS THAT; SARAS GOLD (500 ML), SARAS SHAKTI (500 ML) IS MOST FREQUENTLY PURCHASED BY AGENTS BECAUSE IT’S DEMAND IN MARKET IS HIGH. WHEREAS ALL OTHER PACK LIKE SARAS TAZA (500 ML & 1 LITRE) ETC., ARE ALSO DEMANDED BY THE CUSTOMERS. 49 | P a g e
  • 50. CHART NO.9 TYPE OF MILK MOSTLY PURCHASED BY THE BOOTH AGENTS 20 19 19 18 18 16 15 14 12 10 9 9 9 8 6 4 3 2 2 2 0 50 | P a g e
  • 51. TABLE NO.10 NO. OF DEALERS HAVING DE-FREEZE RESPONSE RESPONSE IN % YES 84 NO 16 TOTAL 100 INTERPRETATION: THE ABOVE TABLE REVEALS THAT; 84% OF DEALERS HAVING DEFREEZE IN THEIR BOOTH AND 16% DON’T HAVE DE-FREEZE IN THEIR DAIRY BOOTH. 51 | P a g e
  • 52. CHART NO.10 NO. OF DEALERS HAVING DE-FREEZE 16 YES NO 84 52 | P a g e
  • 53. TABLE NO.11 SATISFACTION LEVEL OF DEALERS REGARDING SERVICES PROVIDED BY SARAS DAIRY SATISFACTION RESPONSE IN % YES 50 NO 50 TOTAL 100 INTERPRETATION: ABOVE TABLE STATES THAT; 50% OF DEALERS ARE SATISFIED ON THE OTHER HAND, REST 50% DEALERS ARE NOT SATISFIED WITH SERVICES. [NOTE: MINOR DISSATISFACTION AMONG DEALERS ALSO CONSIDERED IN THIS STUDY, THAT’S WHY THE DISSATISFACTION PERCENTAGE IS HIGH HERE] 53 | P a g e
  • 54. CHART NO.11 SATISFACTION LEVEL OF DEALERS REGARDING SERVICES PROVIDED BY SARAS DAIRY 50 50 YES NO 54 | P a g e
  • 55. MON Milk sale from the year (2008-09 to 13-14) ABERAGE SALE PER DAY (LITRE) APR MAY JUN JULY AUG SEP OCT NOV DEC JAN FEB MAR T.S 08-09 142659 131450 113368 112553 104497 107578 107111 107885 103673 100177 115343 116676 113581 09-10 88508 90072 89828 88312 79718 86418 82676 85817 86742 82606 82097 95171 87330 10-11 86049 98433 102193 94236 89277 92761 95057 93466 89986 90748 97107 102119 94286 11-12 93918 114281 103624 98258 95938 99887 94692 98744 98050 99239 107136 104992 100730 12-13 112557 105957 116489 107490 99319 97239 104839 100374 98928 102185 97584 96623 103299 13-14 113929 55 | P a g e
  • 56. S.W.O.T ANALYSIS 56 | P a g e
  • 57. S.W.O.T ANALYSIS The overall estimation of a company’s strength, weakness, opportunities and threat is called SWOT ANALYSIS. To identified the company’s peripheral opportunities and threat as well as its in- house strength and weaknesses. The company need to equilibrium strength and weakness against opportunities and threats. Is the company an overall strong competitive position? If any company analyses his SWOT that it can continue to pursue its current business or corporate level strategy profitable, and company also can turn weakness into strength & threat into the opportunity. A SWOT analyse is the key to a successful industry. STRENGTH:a. b. c. d. e. f. g. h. i. j. k. l. Saras Dairy enjoys No. 1 position in Rajasthan. About 45000 people have got employment through dairy. Organisation sale’s graph is showing ascending growth rate every year. Good quality products. Good supply chain management. Very efficient marketing managers. Wide range of marketing managers. Good brand image. Efficient human resource department and educated good quality control system. Good quality control system. New technology equipped laboratory and automating testing. Dairy sangh is upgraded with the latest technology for processing and packing of products. m. Distribution network is very strong. n. Incentive schemes are flexible enough to take care of dealer/retailer. o. Customer satisfaction is on Top. WEAKNESS:Internal limitation that creates strategic disadvantages. It is an internal factor. The weakness of Saras dairy is following:a. b. c. d. e. f. Limited budget for advertising. Customer is not much aware for Saras by product and Saras website. Irregular supply of desired milk and by-products. Leakage of milk indirectly affecting the profit margin of seller. Dealers/Retailers problems are not sorted out completely. Communication system is not so good. 57 | P a g e
  • 58. OPPORTUNITIES:1. To entre in other milk products like milk powder, chocolate,. Etc., and confectionary field. 2. Many areas are yet to explore. 3. Introduce new product quickly and timely. 4. Exploit new market segment in Rajasthan. 5. Very few dairy competitors in dairy industry. 6. Apply R&D is new area. 7. Has a good brand image among customer. 8. People are becoming more conscious about their health and aware about benefits of dairy milk. THREATS:Unfavourable condition in the organisation, which creates risk and cause, damage to the organisation. It is an external factor:The threats for Saras dairy are following:1. New competitors are entering in the dairy industry; it will be hard to maintain the existing growth rate. 2. High expenditures by competitors on advertisements. 3. Dissatisfaction in workforce because of salary structure. 4. Commission given by the competitors is quite high is compared to Saras dairy. 5. In future organisation will find difficulty to fulfil the demand of milk with limited sources. 58 | P a g e
  • 59. FINDINGS & RECOMMENDATION 59 | P a g e
  • 60. FINDINGS: FROM BOOTH SURVEY:1. Dealers/retailers have confidence in Saras products although they have some quarries. 2. The common problem faced by all retailer/dealer is leakage of milk. 3. Crates are not clean. 4. Dealer/retailer’s commission is lower than that of other dairies. 5. Many booth agents’ complaint about irregular supply of desired milk and byproducts. 6. They also complaint about the dis-satisfactory services provided by the dairy’s distributors. 7. Because of weather flavoured milk, Chaach and Srikhand is in demand, which is more than supply. 8. Home delivery of loose milk gives good competition to dairy. 9. Saras Shakti and Saras Taza are more in Demand; demand for Saras Gold is increasing now a days. 10. Maximum no. of dealers have their own de-freeze facility to store the milk and by products to keep products temperature.  FROM CUSTOMER SURVEY:1. People are aware of Saras products. 2. People have confidence in quality. 3. Now a day people are more prefer quality of product than price. 4. Marketing tactics and advertising plays an important role. It influence & give information to viewer about Saras Products. 5. Consumers are not aware about the features of different type of milk. They discriminate milk only on the basis of its price. 6. Customer prefers more Saras Shakti (500 ml) green pack milk for their daily routine. 7. Consumers are not aware about the Dairy Brhaman and home delivery. 8. Customer has blind belief on loose milk even educated persons. 9. Majority of customer prefer to purchase milk from dairies. 10. About 70% from the studied population is aware about adulteration of unbranded/loose milk and its side effects. 11. Saras ghee, butter, chaach, paneer & shrikhand these are some famous by-product in the market. 60 | P a g e
  • 61. RECOMMENDATION          Management must give attention to home delivery system by this they can get a lifetime customer. Management should also focus on maintaining customer relationship strategies. Dairy representative must meet dealer/retailer frequently to listen & solve their query. Dealers/retailer problem should be sorted out completely. Leakage should be controlled because it is indirectly affecting the profit margin of booth sellers. Unions can also launch Slits packs for institutional customers, marriage, functions etc. as done by Mother dairy, Gandhi Nagar, Valsad milk union, etc. Saras should also focus on effective means of Advertisement campaign to provide the information about various products of Saras to customers. Survey should be conducted frequently to know the choice & taste of the customers. More Saras Parlours should be opened to make the Saras product visible and approachable to the people. 61 | P a g e
  • 62. CONCLUSION 62 | P a g e
  • 63. CONCLUSION The project report is based on a study on dealers and customers prospective regarding Saras products; the data was collected with the help of interview & personal visit. From this study it is clear the prospective and a response towards Saras product is positive, due to its quality and standard products and due to its effective functioning in the market. The data collected were analysed based on the pre-determined objectives. The analysing using statistical tools like simple percentage analysis helped the researcher to come out with suggestions and findings. If implemented in future will result in boosting a positive attitude in the mind of consumer and public. 63 | P a g e
  • 64. BIBLOGRAPHY 64 | P a g e
  • 65. REFERENCES:-  MARKETING MANAGEMENT : PHILIP KOTLER  MARKETING MANAGEMENMT: B.S. RAMAN  C.R. KOTHARI RESEARCH METHODOLOGY; METHODS AND TECHNIQUES; SECOND EDITION; NEW AGE INTERNATIONAL (P.), LTD. NEW DELHI – 110002 (1990)0  HTT://WWW.SARASBHILWARA.COM  ANNUAL REPORT OF SALES 65 | P a g e
  • 66. ANNEXURE 66 | P a g e
  • 67. BOOTH SURVEY FORM 1. NAME OF BOOTH…………………………………….. 2. AGENT/DEALER NAME……………………….……… 3. WHICH TYPE OF MILK YOU PURCHASE:TYPES OF SARAS BRAND COLOR OF THE PACK 1. SARAS GOLD PUT A TICK MARK(√) ORANGE (500 ML) 2. SARAS GOLD ORANGE (6 LIT) 3. SARAS SHAKTI GREEN (500ML) 4. SARAS SHAKTI GREEN (6 LIT) 5. SARAS TAZA SKY BLUE (500 ML) 6. SARAS TAZA SKY BLUE (250 ML) 7. SARAS TAZA SKY BLUE (6 LIT) 8. SARAS TAZA SKY BLUE (1 LIT) 9. SARAS SMART YELLOW (1 LIT) 10. SARAS SMART YELLOW (500 ML) 4. TOTAL NO. OF CRATES SALE PER DAY: ………………………………………………………………… 67 | P a g e
  • 68. 5. NO. OF CRATES SALE THROUGH RETAILERS: ………………………………………………………………… 6. COMMISSION GIVEN TO RETAILERS( IF ANY) :…………………………………………………………………… 7. IN WHICH AREA OF YOUR NEIGHBOR MILK/ BY-PRODUCTS ARE NOT SOLD …………………………………………………………………… 8. WHICH TYPE OF SARAS BY-PRODUCTS ARE YOU SELLING:………………………………………………………………………………………… ………………………………………………………………………………………… 9. DO YOU HAVE DE-FREEZE? YES/ NO 10. DO YOU HAVE ANY PROBLEM/SUGGESTIONS REGARDING SARAS OR ITS PRODUCT: ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… THANK YOU 68 | P a g e
  • 69. FORM NO. …………….. CONSUMER SURVEY FORM NAME…………………….AGE………..ADDRESS………………………………… …………..…………………………………......TELEPHONE NO. …………………. 1. OCCUPATION:- BUSINESS/SERVICE 2. PUT TICK ACCORDING YOUR PREFERENCE:MILK T.V CHANNEL SARAS DAIRY E.T.V RAJASTHAN NEWS PAPER RAJASTHAN PATRIKA LOOSE MILK ZEE CINEMA DAINIK BHASKAR BOTH LOKVANI CABLE DAINIK NAVJYOTHI OTHER BRAND OTHER OTHER MILK 3. IF YOU ONLY PURCHASE SARAS MILK THEN PUT A TICK MARK AND ALSO MENTION THE QUANTITY PURCHASED BY YOU:SARAS MILK (PER DAY QTY.) GOLD SHAKTI (ORANGE) (GREEN) 500 ML 500 ML 250 ML DOUBLE TOND (YELLOW) 500 ML 1 LIT. 1 LIT. 500 ML 1 LIT. 6 LIT. 6 LIT. QTY…… TOND (BLUE) WHY DID YOU PURCHASE ONLY 205 ML MILK? ……………………………… ……………………………… ……………………………… 1 LIT. 6 LIT. QTY…… OTY……. QTY………. QTY…………….. 4. WHAT IS THE REASON OF PURCHASING SARAS MILK? 1.) QUALITY 2.) AVAILABILITY 3.) RATES 69 | P a g e
  • 70. 4.) TASTE 5.) PASTEURIZED 5. IF YOU NOT BUY SARAS MILK OR IF, NOW ONWARDS YOU ARE GOING TO BUY SARAS MILK, THEN TELL US: YES/NO HOW MUCH QTY (IF YES)………..  NAME YOUR NEAREST BOOTH…………………………. 6. TELL US THE PROGRAMMES YOU ARE AWARE ABOUT WHICH IS ORGANISED BY THE SANGH?  FREE MILK TESTING CAMPS  DAIRY BRHAMAN  HOME DELIEVERY  SANGH’S PARLOUR 7. DO YOU KNOW ABOUT THE ADULTERATION IN UNBRANDED OR LOOSE MILK: YES/NO 8. NAME THE SARAS BY-PRODUCTS YOU AWARE ABOUT? ……………………………………………………………………………………… ……………………………………………………………………………………… 9. PUT A TICK MARK ON THE SARAS PRODUCT PURCHASED BY YOU: SARAS GHEE/ COW GHEE  SARAS BUTTER  SARAS FLAVOURED MILK  SARAS PANEER  SARAS CHEESE  SARAS PLAIN CHAACH  SARAS NAMKEEN CHAACH  SARAS GULABJAMUN  SARAS ICE CREAM  SARAS SHRIKHAND  SARAS RASGULLA  SARAS MILK CAKE 10. ANY ADVICE ……………………………………………………………………………………… ……………………………………………………………………………………… …………………………………………………………………………………… THANK YOU. 70 | P a g e
  • 71. 71 | P a g e