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Good Report on Saras Dairy......

Good Report on Saras Dairy......

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    saras dairy ajmer saras dairy ajmer Document Transcript

    • Project Report on[Type the documenttitle][Type the document subtitle] Submitted byH.O.D OF COLLAGE moh. Imran Khansatyakama
    • EFACE Marketing is one most important function in Business. It is the disciplinerequired to understand customer’s needs and the benefits.They Seek: No study can be termed complete if there is no practical experience. Henceneed for training has become a real necessity. The training aims to prepare studentsthrough a process of practical experience. Practical exposure no doubt hascontributed a significant amount of knowledge to me along with real lifeexperience and was an ideal combination of academic knowledge and practicalexperience. Marketing activities can be regarded as life blood of all business concerns.In order to enhance the performance of marketing department and overall successof a business concern study of consumer behavior and their satisfaction sales anddistribution channels, advertisement and competitive advantages is necessary. Theperformance of accompany is much important for an organization. Saras Dairy, Jodhpur is in fact a very ideal location to gain practicalexperience. I am sure the experience gained in short duration will go a long way inall my future endeavors. 2|Page
    • PREFACE The main objective of summer training is to develop skill in student bysupplement to the theoretical study of business management in general. Industrialtraining helps to gain real life knowledge about the industrial environment andbusiness practices. The MBA programmed provides student with a fundamentalknowledge of business and organizational functions and activities, as well as anexposure to strategic thinking of management. In every professional course, training is an important factor. Professors giveus theoretical knowledge of various subjects in the college but we are practicallyexposed of such subjects when we get the training in the organization. It is only thetraining through which I come to know that what an industry is and how it works. Ican learn about various departmental operations being performed in the industry,which would, in return, help me in the future when I will enter the practical field. During this whole training I got a lot of experience and came to know aboutthe management practices in real that how it differs from those of theoreticalknowledge and the practically in the real life. In today’s globalize world, where cutthroat competition is prevailing in themarket, theoretical knowledge is not sufficient. Beside this one need to havepractical knowledge, which would help an individual in his/her carrier activitiesand it is true that “Experience is best teacher”. I give my sincere thanks to Mr. Hari Singh Shekhawat for proper guidanceand supervision for completion of the project and sharing his experiences whichacted as a source of inspiration. Mohammad Imran Khan 3|Page
    • ACKNOWLEDGEMENT It has been an enriching experience for me to undergo my summer trainingat SARAS DAIRY, which would not have possible without the goodwill andsupport of the people around. As a student of LUCKY INSTITUTE OFPROFESSIONAL STUDIES I would like to express my sincere thanks too allthose who helped me during my practical training program. Words are insufficient to express my gratitude toward Mr. Hari SinghShekhawat, Head of marketing Department for giving me opportunity to do thisvaluable project. I fall short of words in stating the magnitude of help provided byhim in every stage of project. At last but not least my grateful thanks to all my faculty members for theproper guidance and assistance extended by them. I am also grateful to my parents,friends encourage & giving me moral support. However, I accept the sole responsibility for any possible error of omissionand would be extremely grateful to the readers of this project report if they bringsuch mistakes to my notice. Mohammad Imran Khan 4|Page
    • CONTENTS1. Introduction to Indian dairies with its general review2. Introduction of Saras dairy3. Establishment formation & Management of Co-operative societies4. Aims & Objects5. Organization structure6. Organization set up of Saras dairy7. Introduction to marketing8. Marketing Saras dairy9. Market share of Milk products10. Types of Saras milk products11. Task12. Daily schedule13. Main Task & Targets14. Strategy15. Problems/constructions/Limitations16. Learning In The Executive Training17. Research Analysis along with pie chart, key finding & suggestions18. Analysis of survey19. My observation of Saras Dairy20. Recommendations21. Conclusions22. Questionnaire23. Bibliography 5|Page
    • INTRODUCTION TO INDIAN DAIRIESLot of Indian people start day with tea and milk. Milk is an essential factor of ourdaily life. In India milk business is very old. Dairy business adopt modern conceptin 197 with the help of National Dairy Develop Board through Operation FloodPlan. In first section of this plan, selected ten states ,In which Mother Dairy wassetup in Delhi, Mumbai, Chennai and KolkataOur country is on first position in production of milk. But in filed per capitaavailability of milk is almost 900 gm while in INDIA it is almost 200 gm. The idealaverage per capita availability of milk should be least 250gm.GENEREAL REVIEW Indian Dairy emerging as sunrise industry and contributes significantly in generating small and marginal farmers of rural INDIA, besides providing food security INDIA is blessed with huge bovine population of 196 million cattle and 80 million buffaloes accounting for 51% if Asia and 19% of world bovine population—the largest in the World. Milk production in INDIA has increased from 20 MILLON tones to during 1970 TO 77 million in 1999 which accounts for 20% of the world`s milk production and stood first in the world`s milk production and registering growth rate of 5% per year. India’s dairy industry generates an annual business of nearly Rs 88,000 Crore Dairy sector provides regular employment to 9.8 million people principal status and 8.6 million people in subsidiary status, which together constitute 5 percent of total work force Dairy development owes much to the Anand pattern of Co-operative The Dairy infrastructure now comprises 25 states federation 170 district milk unions and around 1,00,00 village cooperative societies, through which 6|Page
    • rural milk production and procurement system have been effectively linkedto urban markets consumption centers.Operation flood brought milk revolution in the country by transformingdairying into a core economic activity. The main challenge before Indiandairy sector improving quality, developing international accepted productsand stepping up global marketing strategy.The future of Indian Dairy industry is promising since its de-licensing in1992. The interest of multinational and Indian corporate in the industry hasbeen growing, and the industry’s growth potential is high as there issufficient domestic demand and good scope for exports of milk products.India is emerging as one of the largest and fastest growing consumersmarket in the world with high income elasticity of demand of dairyproducts. Indian dairying is energy efficient labor incentive and ecologicalsound.Over 80% of milk sold in urban and semi urban areas is non-pasteurizedfrom unorganized sector. THE overall market for liquid milk is growing 4percent per annum. 7|Page
    • INTRODUCTION OF SARAS DAIRYThe “Feeder Balancing Dairy” Jodhpur is located on the out skirts of Jodhpur cityin Heavy Industrial Area. A uniform piece of 25 acres of land has got road on itsfront side two sides of this piece of land are free and at the back long way away is‘’Central Arid Zone’’.Paschimi RajasthanDugadh Utpadak Sahakari Sangh, (Jodhpur PRDUSS) wasestablished in the year 1972, under the Operation Flood Programmed finds fromD.P.A.P. were utilized for the construction of plant at Jodhpur, and later on theestablish various chilling centers. Initially five districts of Jodhpur, Pali, Jaislmer,Barmer and Nagore were included under PRDUSS. But Pali was hived off later andwas made into an independent union.Under Jodhpur Union the production of milk is one lack per day whileconsumption of milk is 73 thousand liters per day. The excess of milk (60thousand liters) is send to the central dairy Delhi and Gujarat. At present 485 co-operative societies and 347- milk collection canter are functioning where averageproduction of milk is one lack thirty three thousand liters coming in Jodhpur dairythrough 53,198 milk production’s.Through increase milk production can fight with famine. Man district of Marwarfaces with famine in every year but through increase in milk production they doearn money and get relief from famine. There is only source of earning money isselling of milk to DCS. They get payment in cash or bank account after days.According to dairy officers whenever falling famine in western Rajasthan, in dairycollection of mill increase. During the famine in Barmer and Jaisalmer district thecollection of milk is increase 45,000 liter. In the last year, December the totalcollection of milk was 72,000 liter while this year it is reached 1, 17000 liter. Dairyprovides animal food at cheap rate for maximum production of milk. In Barmerand Jaislmer village almost 24 bulk cooler through this the problem of farmer iseliminate. Whenever dairy vehicles reach late, milk keep in these bulk cooler. Inthe year November, 2005 after setup new milk centre at Bilara, the collection ofmilk was between 30 to 40 thousand liters. 8|Page
    • THE ESTABLISHMENT OF CO-OPERATIVE SOCIETIESIn its scheme of functioning, milk cooperative societies were organized in thevillage so as to provide and assured market to milk producers and also ensureequitable return to the farmers by eliminating middleman. A feeder balancingdairy of 1 lac liters per day capacity at Jodhpur and 4 milk chilling centers of10,000 liter/day capacity each at pokarn, pali, Balotra and Merta city have beenestablished. All these plants were commissioned during 1974-76. The capacity ofthe main dairy is being expanded to 1.5 lac liters and capacity of existing chillingcenters is being doubled. Looking to the potentiality in the Western area theGovt. has sanctioned the construction of additional chilling centers at Barmer,Nagour and Phalodi.In the initial phases, the sangh started its functioning with only 13societies through two milk collection routes in 1973-74. Total collection of milkin the beginning of the Sangh was only 3,500 liters per day. The milk was beingchilled at private Ice Factory at time. The main dairy plant stared its function of 1November, 1975.At present Sangh is collecting working about 68,000 liter milk per day through299 milk co-operative societies. In the coming flush season it is hoped that it willreach one lack liter per day.WHAT IS CO-CPERATIVE SOCIETY?Co-operative means mutual working. In simple words it is an organization ofweaker section to face exploitation of irch persons. In other words co-operativeform of organization is an association of persons where by people of ordinarymeans unit voluntarily to protect their economic and social interests. Thus it isprotective mean adopted b such persons. It is based on principal “Each for all andall for each” 9|Page
    • Formation & Management of Co-Operative SocietiesCo-operative Societies can be formed and registered under the India Co-operativeAct. The following conditions are essential for of the society. 1. There must be at least minimum ten members. 2. Every member should be adult or major. 3. The members should be resident of that village or the city, where society is setup. 4. All documents of co-operative societies should be submitted to the registrarof co-operative societyThe Management of co-operative societies is based on democratic Aspect.Registrar of co-operative societies departments checks the accounts of society. Allthe members of the co-operative society elect a working committee that looksafter the work of the society. No remuneration or salary is paid by the co-operative society to its members. 10 | P a g e
    • AIMS & OBLECTSThe scheme aims to achieve the following objects:-  To Improve the Social & Financial Status of Milk Producers.  To organizing dairy co-operative societies & Producers Marketable surplus milk.  To provides remunerative price to milk producers at the door step.  To undertake – milk production enhancement activities by promoting breeding / feeding and hygienic milk production practices.  To undertake training and awareness programmed against milk producers.  Market quality processed milk and milk products to the consumers.  Development of Co-operative milk procurement system in the rural areas covered under the milk collection routes of the scheme in order to provide raw milk a channel which is more remunerative than the tradition channel of conversion of surplus milk into un-economic ghee.  Establishment of milk processing-cum-manufacturing plant for supplying pasteurized milk primarily to Jodhpur City. ORGANIZATION STRUCTURE 11 | P a g e
    • Organization is the structure framework of duties and responsibilities required ofpersonal in performing various within the company. It is essentially a blue-print 12 | P a g e
    • for action resulting in a mechanism for carrying out function to achieve the goalssetup by the company.An organization structure shows the authority and responsibility relationshipbetween various position in the organization and also clarifies who reports towhom. It is a set of planned relationship between groups of related functions andbetween physical factors. And personnel required for the achievement oforganizational goals.The organizational structure is generally shown on organization chart. It representauthority relationship between various position in the organization by showingwho reports to who me. It is a set of planned relationships between groups ofrelated junctions and between physical factors and personnel required for theachievement of organizational goals.An organizational chart is a diagrammatical form which shows important aspectsof an organization including the major function and their respective relationship.It is graphic portrayal of position in the enterprise and of the formal line ofaccountability among them. It provides a bird eye-view of the relationshipbetween different departments or division of an enterprise as well as therelationship between the executives and the subordinates at various levels.An organization cannot work cutting a detents structure. The first step indesigning the structure of an organization is to insetting and group the activitiesinvolved, which’s expressed as departmentation, because of the intimateconnection between the felonry over time and cost accounts it is necessary intowhich the factories are usually divided the manner in which they are linked andway in which they are managed.In Paschimi Rajasthan Dugh Utpadak Sahakari Sangh Ltd. The overallmanagement of these cones is under the control of the managing director Mr.R.K.Sangwa. The organization structure chart of this concern is given as under.Managing Director--- 13 | P a g e
    • The managing Director (M.D.) is the key person of the company he gives all theinformation to direction of tech, Darnel of administration and directors of works.Purchases Officer---Purchase officer is in charge of purchase section who is assisted b two assistants.They collect information regarding price movement in different markets for eachimportant markets they have appointed a buying agent who is authorized inadvance to intake the purchase as and whom profited and to supply regularly toprofitable and to supply regularly to the factor on the prevailing terms.Sales manager----Sales manager are lineage of sales section of marketing and discharge his dutieswith the help other assistant sales manager, two salesmen. Their work to pass thefinished products in the markets.Store In Charge----Stores in charge gives the information to purchase and sales section as regards tohow man quantity of raw material (raw milk) is lying in balance in stores and howmany quantities of finished goods (milk & milk products) are in stores. Personnel Manager---He is the in charge of personnel department, who is maintaining the recordsabout costing, financial, and also assets and liabilities. Account officer-Accounts officer is the head of the account department, who is maintain therecords about costing financial and assets and liabilities 14 | P a g e
    • DEPARTMENTS OF SARAS DAIRY (PRDUSS LTD.,JODHPUR)Marketing DepartmentAccording to Peter Drucker, “The aim of marketing is to make sellingsuperfluous.”Marketing department is one the most important department in everyorganization. The marketing activities of the organization include providingsupport to the milk unions within and outside the state. The marketingdepartment conducts various surveys to know the needs and expectations ofthe customers.Marketing department is responsible for the sale of liquid milk. It decides theroutes by which the milk is supplied as well as decides the number of booths indistrict and up country. It also appoints distributors for supply of milk from dairyplant to different areas of district and up country market., Jodhpur is alsomarketing various fresh milk products in Saras brand like chhach, lassi, paneer,shrikhand, dahi and long life products such as ghee, skim milk powder and wholemilk powder.Various sales promotion techniques are used by marketing department toincrease the sale of Saras products likeIt mainly includes the management related with:- 15 | P a g e
    • a.)Sales and Marketing b.))Advertisement  Hoardings  Glow sign board  Gift hampers  Banners  Advertisement through local cable  Wall paintings c.) Cost Fixation d) Distribution of Product  It also cares: e.) Production and distribution based on consumer needs f.) Transportation Management g.) Import – Export management h.) Packaging i.) Sales Expansion etc. j) Incentive schemes to dealers k.) Consultancy and hiring of marketing agencyHuman Resource Department 16 | P a g e
    • Human resource is the most valuable asset for any organization. A humanresource manager is responsible to build up an effective workforce, handle theexpectations of the employees and make sure that they perform at their best. Inmanagement human resource management deals with people. Each and everyorganization consists of people and an organization has to utilize their services,develop their skills, motivate them, and make sure that they remain committedtowards the organization to achieve the goals of the organization.According to Byars and Rue “Human Resource Management encompasses thoseactivities designed to provide for and coordinate the Human resources of anOrganization.”The human resource department manages the personnel serving theorganization.The Human Resource Department performs the following functions: Creation of posts and appointments. Verification of character and antecedents Pay of appointment Commencement of service Probation of appointments Certificate of health Record of age Consequence of particulars being false or suppressed Relinquishment of services by employees and discharge of probationers Termination of service of confirmed employee Superannuating and retirement Option to retire in certain cases 17 | P a g e
    • Requirement of medical examination Retirement on medical grounds Date of retirement Privilege leave on retirement and encashment Postponement of retirement pending disciplinary action Voluntary retirement Abandoning duty after period of leave or otherwise Appointment of experts Scale of pay Calculation of joining time Overstay after joining time Deputation of employees Special appointments Entry, exits and search Identification, attendance and entry Provident fund Gratuity Leave Tours and traveling allowances Transfers Conveyance facilities Service record Recall from leave Shift workingOperations Department 18 | P a g e
    • 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) 19 | P a g e
    • 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 liter and ½ liter packs)Plain Chhach:This is pasteurized milk which contains 3.1% fat and 8.6% SNF and acidity 1.08%.This milk is boiled at 40 degree celcius and 3% curd is added. It is diluted by 40%DTM. This is packed in 500 ml packets and supplied to the market for sale.Namkeen Chhach:In plain chhach various ingredients like 0.6% salt, 0.3% jeera, 0.15% rock salt and0.1% pepper is added to make namkeen chhach and packed in 200 ml packets andsupplied to the market for sale.Lassi:In plain chhach 12% sugar is added to make lassi and packed in 200 ml packetsand supplied to the market for sale.Paneer Segment: 20 | P a g e
    • 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: 21 | P a g e
    • Saras Dairy, Jodhpur (PRDUSS Ltd., Jodhpur) provided the following facilitiesduring operations:- 1) Safety for workers 2) Medical facility 3) First aid facility 4) State of the art technology is used 5) Insurance cover for workers 6) Fire extinguishers are installed in the plantFinance DepartmentFinancial Management is defined as making available the required funds at anacceptable cost and making sure that the funds are suitably invested according tothe plan. This task is performed by the Finance Manager of the organization.Capital Structure TheoriesThe 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.Final accounts are maintained yearly. 22 | P a g e
    • Daily transactions are maintained in one day business.Budget is prepared by the Accounts Department.Financial Ratio AnalysisRatio analysis is a widely used tool of financial analysis. It can be used to comparethe risk and return relationship of a firm of different sizes. It is defined as thesystematic use of ratio to interpret the financial statements so that the strengthsand weaknesses of a firm as well as its historical performance and currentfinancial condition can be determined. The term ratio refers to the numerical orquantitative relationship between two items/variables.Ratio analysis is a systematic use of ratios to interpret the performance and statusof the firm.Current ratio: This ratio reveals the relationship between current assets andcurrent liabilities.Current ratio = current assets / current liabilitiesQuick ratio/ acid test ratio: The acid test ratio is the ratio between quickcurrent assets and current liabilities and is calculated by dividing the quick assetsby the current liabilities.Quick ratio = Quick assets / current liabilities ORGANIZATION SET-UP OF SARAS DAIRY 23 | P a g e
    • Organization is mainly based on three-tier system. 1. Rajasthan co-operative Dairy Federation (R.C.D.F.) 2. Paschimi Rajasthan Dugdh tpadak Sahakari Sangh Ltd.(PRIDUSS Ltd.) 3. Primary Dairy or Co-operative Society. 1.) Rajasthan Co-operative Dairy federation (R.C.D.F.) is a registered co- operative body. This milk plant is not managed by the Government but is direct under the federation. The authority has been delegated equally to the entire member & technical person can give the technical suggestion to the higher authority. 2.) Paschimi Rajasthan Dugdh Utpadak Sahakari Sangh Ltd. (PRDUSS Ltd.)is at present collecting milk through primary samities in districts – jodhpur, Barmer, Nagore and Jaisalmer. The samities of rest of the district give their milk to repective chilling centers at: Barmer, balotra, Nagore, Merta, and pokaran & phalodi. 3.) Primar Dairy or Co-operative Society at village level: a) Total registered co-operative societies – 732 b) Active Societies ---342 c) Milk Collection Centers –249 There are mainly 7 section as departments in the organization as shown in the organization structure like :- 1. Farmer Organization 2. Purchases Section 24 | P a g e
    • 3. Production Section 4. Quality Control Section 5. Finance Section 6. Marketing Section 7. Personnel & Administration SectionPRODUCTION AND RELATED SECTION RUN IN 3 SHIFTS I. 06:00 A.M. to 02:00 P.M. II. 02:00 P.M. to 10:00 P.M. III. 10:00 P.M. to 06:00 P.M.And rest work in Administration shift i.e. 10:00 A.M. to 5:00 P.M. INTRODUCTION TO MARKETINGIn the previous one decade. We have taken some efforts particularly in themanagement of milk and products. Particularly the saras has brought a 25 | P a g e
    • revolutionary change in the management of milk. The skimmed milk powder,pannier in attractive packagers have received positive responses not only in thedomestic market but also in the overseas market. However we need qualitative-cum-quantitative improvements on almost all the forms. In the respect the keymanagerial decision areas are the following:- Farming the product mix Structuring the distribution channel Managing the pricing Designing the promotion mix?1). —Farming product mix: we have to follow the following importantmanagerial decision areas in the product mix of milk are as: a) Selection of cows or the she buffaloes: in the product mix ofmilk the vital managerial decision area to select the particular quality of cows orthe she buffaloes, which providing milk in the large quantity b) breeding to improve the quality : for this, the producersshould also consider the climatic condition and the quality of water and fodderavailable. The anchor found at nearly place c) Yield of milk: to bring an improvement in the milk supply it isessential that multi-faceted arrangement are made e.g., high quality fodderhealthy water adequate med-care and so on. D )seasonal variation in production: this variation is mainlyaffected by the incidence or calving or milk animals during different month of theyear. 26 | P a g e
    • 2)—Farming/ Structuring Distribution Channel:To be more specific the distribution of milk needs efficient personal and fasttransportation. Establish of co-operative nearer to milk production centers where facilities should be scientific and adequate. No communication gap between the milk production centers and the milk consumption centre. The functionaries viz., producers, wholesalers and retailers, should have a co-ordination.3) —managing the pricing strategies: The general law of demand and supplyis applicable. As and when the supply is higher the price is lower and vice-versa. Inthe pricing management of milk the following points deserve: The intermediaries between the producer and consumer (collector and distributor) should accept reasonable margin. There should be gradation of milk and price for different categories should be fixed accordingly. The regulatory support exercised by the government would make the pricing strategies rational.4).--Designing the promotion mix : The advertisements Saras in almost allleading journals newspapers and magazines. In addition the Saras Dairy alsodisplays their advertisement through radios, TV’s and other devices. It would beimportant to mention that formation of co-operative or dairy farming would beessential also with the viewpoint of bearing the promotion expenses. Of late, themilk products like skimmed milk, condensed milk and cheese etc. offer gifts, off-price and premium facilities so as to attract the prospects and benefit thefunctionaries. Meanwhile honorable chief minister of Rajasthan is brandambassador of Saras brand.1). –FARMER’S ORGANIZATION SECTION 27 | P a g e
    • Farmer’s organization section collects milk from local village twice a day. It givesfree facilities to the milk collection samities such as: a) Minerals b) Medicines c) Training related with milk collection d) Training related with milk testing e) Training related with Animal – husbandry f) Training related with Accounting work maintainsIt has 6 dairy supervisors including two lady supervisors.2). –PURCHASES SECTIONIt consists the work related with purchase of raw material and other thingsrelated with the organization. It invite tender for purchasing raw materials etc.Tender should be obtained by different ways like:- a) Open Tender --- By Advertisement in Newspaper have large circulation. b) Limited Tender --- By direct invitation to limited members of firms. c) Eligible Tender for proprietary purchase – By limitation to one firm only.It also includes the purchase related with:- a) Equipment and spare parts b) Specialized laboratory equipment c) Laboratory Chemicals, Glass ware. d) Urgency of the requirements e) Packaging Material f) Medicine etc.3) – PRODUCTION SECTIONIt controls production of the plant to purchase latest techniques and equipments& control the misuse of product & handle the capacity of the plant. 28 | P a g e
    • It mainly balances the standard level of milk according to the consumers. And italso produces various products of the milk like – Cream, Ghee, Cheese, Lessie,Shrikhand, Butter, Chhach and milk with various fat levels etc.4). – QUALITY CONTROL SECTIONIt controls quality of milk and other products according to the society levels anddesire of the consumers. It include mainly:- a) Testing of milk b) Canes unloading, Grading c) Test of Adulteration of milk – Sugar, Salt, Urea, Starch, Water, preservatives etc. should not be taken to the plant. d) Testing of Fat and S.N.F. e) Testing of Acidity of milk f) Sanitation of milk MARKETING-SARAS DAIRY 29 | P a g e
    • Till very recently, the marketing department was the most neglected. It was onlyafter it was realized that the profits came from city sales, the union started payingattention to this most essential activity-The city sample at jodhpur has increased to nearly 90,000 LPD (june,2009) andhas shown a steady growth over the last two years. Toned milk is the only type ofmilk processed. The dairy also manufactures other fresh products, but theproduction is order based and is has a very insubstantial contribution towards thetotal sales of the dairy.A)- DISTRIBUTION SYSTEM 30 | P a g e
    • The dairy has appointed retailers (booth agents) throughout the city who sellmilk. There are 330 agents in the city and these have been distributed over tendifferent routes. The dairy has provided tin booth to some of the agents whilesome of them have been provided with parlors. Currently 26 parlors are openedby the union. A break up of types off booth agents is provided in the graph.The dairy has to spend Rs. 20lacs on transportation for transfer of milk from oneplace to another Road Side Agents Dholwala Shopes ParloursTypes of Agents of SARAS (Retailers)As we see from the figure, more than half of the agents are roadside retailers.Both the shops and parlors are stoned structures the differences being thatformer are managed by the dairy staff.In jodhpur city the numbers of booth falling under each route are as follows: ROUTE NO NO. OF BOOTHS 31 | P a g e
    • 1 20 2 45 3 50 4 65 5 80 6 65 7 60 8 75 9 60 10 15 Routes of Liquid Market In Jodhpur Route 01 Pal road, Shankar Nagar, Subhash colony, Pal gao (20Booth) Route02 Saradpura, Jalori gate, Kabutaron ka chowk, Navchokiya, Chandpole, Mawdiyo ki ghati, Bakramandi (45 Booth) Route03 Mahatama Gandhi hospital, Railway station, Sojati gate, Bari, Old stadium, Ghantaghar, Ummed Chowk. Bagar Chowk, Nagori gate, Killa road, MEDTIA gate. (50 booth) 32 | P a g e
    •  Route04 Masuriya, Sharmik colony, Baldev Nagar, CHB Suthla Chopasni gao Chokha. (65booth)  Route05 Isai ka kabristan, Bhagat ki kothi, Madhuban colony, Jhalamand choraha, Saraswati Nagar, Kuri bhagtasni, Sangariya road.(80booth)  Route06 12th Road, Akhaliya choraha, Pratap Nagar. KNN, Sangariya road Kuri bhagtasni, (80Booths)  Route07 UITPWDchoraha Central school(Airforce area) Gold course scheme Airforce area Ratanada Shikargadh Mohanpura Ajit colony(60booths)  Route08Rai ka bagh Partvi pura BJS Banar Vidhayia Nagar Mahamandir Shakti NagarBhadasiya Maderna colony.(75booths)  Route09 PaotaMandore road Basni Nagori bera Lal sagar Magra punjala ChainpuraLawcollage(60booths)  Route10ITI choraha, Shastri Nagar, Jaljog choraha Regidency road, Rotary circle and near,(15booths) The morning supply starts at 3.00 a.m. and last point by 5.30 a.m., while the afternoon supply starts by 4 p.m. 33 | P a g e
    • B)- ASC SUPPLY Supply to the ASC centers from a substantial part of the total sales of the union. Rate of the ASC supply is decides at pune. This process is done through tender. Rajasthan Co-operative Dairy Federation Limited of Jaipur fills tender. The jodhpur union is catering to four ASC centers at present. They are jodhpur, jaisalmer, jessai and Pokaran. The contract is made through RCDF and rates at which supply is decided keeping in mind the prevailing market price at that time. The army pays the transportation cost or as is the case with pokaran ASC the army vehicle comes to collect the milk from the chilling centre. The details for supply are given in the table below:ASC CENTER SUPPLY FROM AVE.SUPPLY(LPD)approxJodhpur Jodhpur 5500Jaisalmer Pokaran 1000Jessai Barmer 900Pokaran Pokaran 500 Army supply details From the chilling centers of pokaran and Barmer milk is supplied to ASC centers at jaisalmer and jessai respectively. Barmer center has started city supply since april 1997. Milk from pokaran is supplied in sealed cans to ASC, jaisalmer, while the other two centers (Barmer and jodhpur) supply packed milk to the ASC. C)—PAYMENT AND INDENTING POLICY Every booth has been allotted number, same as the booth registration number, in the jodhpur credit and co-operative Bank(JCCB). By 2 p.m ever 34 | P a g e
    • day, the booth agent has to deposit the full amount for the quantity of milk he indents for the next day. The total indent list of the booths of all different r routs reaches the dairy by 3p.m and accordingly the production department is given the target for the next day. However in the new indenting policy the transporter collects the indent for the next day and the money when he returns to the booths to collect the carats. D) –COMMISSION AND INCENTIVE SCHEMEThe commission to a both agent is ninety paisa per liter of milk sold. Thiscommission gets accounted on a monthly basis and is then deposited in theagent’s account in the jodhpur Credit Co-operative Bank. There are no otherincentive schemes for the agents at present.Subject to Commission & Rs./literIncentiveCommission Rate on Milk Sale 0.60Incentive 0.15Electricity Expenses 0.15Total Commission 0.90 (Commission of a both agent) PROCUREMENT AND SALES 35 | P a g e
    • Milk from the DCS is collected and brought to the six chilling at Balotra, Barmer,Phalodi, Pokaran, Merta city and Naguar as well as directly to the plant atjodhpur. From these chilling centers, milk is brought to the plant at jodhpur bymilk tankers.From a mere thirty-eight Dairy Co-operative Societies (DCS) at the village level in1974, the union has been able to establish and organize 782 DCS, out of which375 are functional as in 2003-04. The total memberships of all these DCS stand at51797. There has been a remarkable increase in procurement during the Ist fiveyears, from an average of 39987 LPD in 1999-2000 to 63293 LPD in 2003-04, anincrease of 58 percent.The table given below provides chilling centers wise procurement details of themilk procured. The average fat percentage in the milk procured by the union is4.5%, the average SNF percentage being 8.5% the average SNF content wasbelow 8.3% about six month ago and the union has to mix milk powder(SMP) inorder to bring the level of SNFG up to 8.5%. however due to strict steps takenthereafter the SNF content has gone up now. According to the PFA (prevention offood act) standards minimum percentage of fat and SNF should be 3% & 8.5%respectively.The collection of milk is contracted to transporters. The average transportationcosts for the various chilling centers are providing in the Table.Procurement of milk Chilling Average No. of Average TRANSPORATION 36 | P a g e
    • plant procurement routes Fat & SNF costPokaran 7419 4 5.0% 8.5 0.55Phalodi 7448 11 4.0% 8.4 1.04Balotra 13803 7 4.1% 8.6 052Barmer 15993 18 5.0% 8.6 0.79Merta 7083 4 4.3% 8.6 0.72Nagore 1927 4 5.0% 8.4 2.38Bilara 26669 4 5.0% 8.9 0.10Direct to 11290 10 4.5% 8.5 0.82plant(Chilling Centre wise procurements details)The payments to the DCS is done every week PRDUSS pays the maximumprocurement price to its procurement price to its producer vis-à-vis oher dairiesof the state, though recently have been lowered.MONTH WISE PROCUREMENT OF MILK PER DAYYear 02-03 03-04 04-05 05-06 06-07 37 | P a g e
    • April 41.8 54.5 74.9 89.6 98.3May 45.0 49.2 68.3 61.8 67.1June 38.9 46.8 70.4 54.3 69.8July 31.5 47.3 74.7 62.2 78.5August 35.8 44.3 75.8 58.4 77.9September 34.9 45.1 84.9 49.1 88.7October 29.5 48.1 56.6 44.5 63.9November 37.3 53.1 54.8 58.3 62.9Decemeber 48.8 73.8 100.7 72.3 102.4january 59.6 86.2 100.9 74.9 114.3Febuary 63.4 88.8 109.8 73.9 112.4March 60.4 80.5 95.5 68.0 99.8(Month wise procurement of milk per day)MILK PROCUREMENT V/S SALEMILK PROCURED SALE 38 | P a g e
    • 97-98 33.1 18.098-99 41.1 19.299-00 44.0 28.200-01 43.2 37.201-02 40.0 44.0502-03 43.9 54.0903-04 59.11 60.2304-05 86.31 72.0705-06 63.29 72.106-07 86.33 95.34(MILK PROCUREMENT V/S SALE) MARKET SHARE OF MILK PRODUCTS 39 | P a g e
    • Liquid Milk Ghee Curd & Cream Paneer etc. OtherMilk products of Saras dairy, JodhpurTypes of milk 40 | P a g e
    • Rs.21/lite r Rs.20/lite r Rs.18/lite rFresh Milk Products of Saras dairy, Jodhpur Rs.6 Rs.5 Rs 27 and Rs.125 Rs. 110 and Rs. 220 Rs.8 Rs.9 Rs.10 41 | P a g e
    • Double Toned MilkComposition:Fat %(Min.)-1.5SNF %( Min.)-9.0Pack Size-1/2 & 1 liter, 5 literSelf-Life/best before; 2 days from the date of packing when stored below 8⁰CPRICE- Rs-19.00(liter), Rs 9.50(500ml), 95(5 liter)Toned MilkComposition:Fat %(Min.)-3.0SNF %( Min.)-8.5Pack Size-1/2 & 1 liter, 5 literSelf-Life/best before; 2 days from the date of packing when stored below 8⁰CPRICE- Rs-21.00(liter), Rs 10.50(500ml), 105(5 liter) 42 | P a g e
    • Standard MilkComposition:Fat %(Min.)-4.5SNF %( Min.)- 8.5Pack Size-500ml& 1 literSelf-Life/best before; 2 days from the date of packing when stored below 8⁰CPRICE- Rs-23.00(liter), Rs 11.50(500ml)TaazaComposition:Fat %(Min.)-3.0SNF %( Min.)-8.5Pack Size1 literSelf-Life/best before; 120 days from the date of packing when stored below8⁰CPRICE- Rs-32.00(liter), 43 | P a g e
    • DahiComposition:Fat %(Min.)-3.0SNF %( Min.)-8.5Pack Size:- 200gmSelf-Life/best before; 120 days from the date of packing when stored below8⁰CPRICE- Rs-8.00(2gm)PaneerComposition:Fat % 50 on dry mattersMoisture%( Max.)-60Pack Size:- 200gmPRICE- Rs-125(1kg), 25(20gm)Self-Life/best before; 15 days from the date of packing when stored below 8⁰C 44 | P a g e
    • ChaachComposition:Fat %(Min.)-2.0Acidity% (Max): 0.45Salt: 0.75,T.S.%: 6-7%SNF %( Min.)-8.5Pack Size-250ML, 500ML, 1 LITERPOUCHSelf-Life/best before; 7 days from the date of packing when stored UNDERREFRIGERATION BELOWPRICE- Rs-7.00-500MLSPECIFICATIONS FOR ICE CREAMFat % 12.0+0.5%(Min 10.0%%Protein (Min)) 3.5%%TS (Min) 36.0%Self-Life/best before; 6 month from the date of packing when stored below20⁰C 45 | P a g e
    • SPECIFICATIONS FOR CANNED RASGULLAMoisture% by Wt. Min 5.0Fat5 by wt, Min 5.0Self-Life/best before; 6 month from the date of packing when stored cool anddry placeGHEEComposition:Moisture%(Max) 0.3FFA%(MAX) 0.3Meets Agmark Standards.Pack Size 1liter polypack in duplex board carton 5 liter in tinSelf Life / Best Before 9 month from date of packing for tin, 6 month for polypackPrice Rs 230 per kgCHEESEComposition:Fat%(Min) 4 on dry matter basisMoisture%(MAX) 47 46 | P a g e
    • Added sales( Max) 2.5Pack Size 400 gm, in metal cansSelf Life / Best Before 12 month from date of packing under refrigeration at4⁰C.LASSIComposition:Fat%(Min) 2.0Acidity% (Max) 0.5Added sugar 8-10%T.S% 16-17%Pack Size 250 ml, poly packSelf Life / Best Before 7 Days from date of packing under refrigeration below8⁰C. Price Rs 7.00 (250ml)TABLE BUTTERComposition:Fat%(Min) 80.0Moisture%(MAX) 16Salt 2.3+ .02%, Crd% (Max) 1.0Meets Agmark StandardsPack Size 100 ,g 500gm,Self Life / Best Before 12 month from date of packing under refrigerationbelow 20⁰C.Prise Rs 87.00 (500gm), 18.00 (100gm) 47 | P a g e
    • FLAVOURED MILKComposition:Fat%(Min) 1.5SNF %( Min.)-9.0Added sugar AND PERMITTED FLAVOURS.Pack Size 200 ml, bottle & Tetra packFlavouras Elaichi, Coffee, Straw Berry & Chocolate.Self Life / Best Before 3 month from date of packingPrice Rs 11.00 eachMAWAComposition:Fat% 30 on dry matter basis.Moisture%(Max) 30-35Pack Size 200 ,g mSelf Life / Best Before 20 days from the date of packing when stored below8⁰C. 48 | P a g e
    • TASK 1. To conduct a comparative study of the growth of Saras. 2. To conduct survey of Saras parlors and booths to know their problems and short them out. To get feedback from parlors and booths. 3. To get feedback customers and find their problems. Satisfaction level, take their suggestions and help Saras Dairy Jodhpur to implement those suggestions. 4. To take responses from people who do not use Saras products and find answer to the question. “Why they are not using Saras Product” 5. To judge the satisfaction level of employee of Saras Dairy, Jodhpur. 6. Take part in extra activities for increasing sale. 49 | P a g e
    • MY DAILY SCHEDULE My tasks at the on job training are to study the working of Saras plant,gather complete information about Saras, conduct market and booth surveys.The daily schedule that I follow to complete this tasks are:-  Sign in the company office – 09:50 AM  Make plan for the whole day - between 09:50 AM to 10:15 AM  Go to the field conduct market survey and booth survey – 10:30 AM to 12:30 PM  Lunch time – 01:30 PM to 02:30 PM  Visit the plant to understand the working of the plant – 02:30 PM to 03:30 PM  Discuss with my company guide about the task for the next day – 03:30 PM to 04:30 PM  Submit the daily report to the Assistant Marketing Manager – 04:30 PM to 05:00 PM  Sign out of the company – 05:00 PM 50 | P a g e
    • MAIN TASKS AND TARGETS “Targets are defined as goal, which has to be fulfilled and soundscompulsiveness.” Without setting target it is difficult for anybody to achievehis/her objective.The targets that are set for me during the training are:- 1) To make maximum people aware to Saras. 2) To interview 100 homes to know their views and opinions about Saras products. 3) To conduct a comparative study of the growth of Saras (PRDUSS Ltd., JODHPUR) 3) To conduct survey of Saras parlours and booths to know their problems and sort them out. To get feedback from Saras parlours and booths. 4) To get feedback from customers and find their problems, satisfaction level, take their suggestions and help PRDUSS Ltd., JODHPUR to implement those suggestions. 5) 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”. 6) To Learning Technique increase the sale of products.. 51 | P a g e
    • STRATEGY A marketing strategy is a process that can allow an organization toconcentrate its (always limited) resources on the greatest opportunities to increaseself and achieve a sustainable competitive advantage. A marketing strategy is effective when it is an integral component ofcorporate strategy, defining how the organization will engage customers, prospectsand competitors in the markets Arena for success. It is partially derived frombroader corporate strategies, corporate mission, and corporate goals. They shouldfollow from the firm’s mission statement. They are also influenced by a range ofmicro environment factors.SURVEY RESEARCH A survey research is defined as the method of collecting information byasking a set of pre formulated question in a predetermined sequence in a structuredquestionnaire to a sample of individuals drawn so as to be representative of adefined population. These questionnaires are administered to an individual or agroup of individual through interview. Typical survey objectives involveddescribing or learning from an ongoing activity by studying the changes inbehavioral pattern of the subjects of interest of the researcher. Method of survey research used by me: Door to Door interview. 52 | P a g e
    • PROBLEMS / CONSTRUCTIONS / LIMITATIONS Any research in any field topic gives some new results, discovering newareas etc. but there are always some limitations thereof. The limitations that I came across during the course of my training at SarasDairy, Jodhpur are:- The data collected is totally depended on respondents’ view which could be bias in nature. Sometimes respondents’ do not give a response or give partial response. It is called non response error. The reason may be lack of knowledge or unwillingness to answer. During the survey I came across unfavorable weather condition like scorching heat and dust storm. There is the limited time available each day and lots of tasks have to complete in a day like preparing a reports conducting surveys. Transfers given by the respondents’ are not always correct and may be misleading. It is a very time consuming to go Door to Door in order to conduct a survey of various homes and find their views and study their buying behavior. Sometimes it becomes very difficult to convince people as many of them are not at all aware of Saras products and some are very stubborn. It becomes 53 | P a g e
    • slightly difficult to convince such people but it is challenging task and a good learning experience. Being trainee, non confidential information about the organization is available. This sometimes becomes a hurdle during the training. In some cases the respondent is not present at home. Sometimes the respondent are not executed, 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) Milk can be produced not manufactured. 4) Increasing competition in dairy industry. 54 | P a g e
    • LEARNING IN THE EXECUTIVE TRAINING Each day is a new learning experience and so was the case during myexecutive training. Every day I learnt something new during my training.I learnt the following:-  First and the foremost, I learnt to practically apply the knowledge gained through theory classes and bridge the gap between academic institution and corporate world.  Understand the importance of job responsibility.  How co-ordination is maintained between different departments like marketing, human resource, administration.  Learn the ways to increase milk procurement.  Understood the distribution network adopted by Saras Dairy.  Understood how the management keeps its employees satisfied and retain them.  The marketing strategies adopted by Saras Dairy.  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 how to build a good rapport with a staff. 55 | P a g e
    • RESEARCH ANALYSIS[A] CONSUMER SATISFACTION LEVEL IN MILKQ NO (1)- Milk purchased from? purchase 23% 29% saras dholwalas 17% milk mandi shopes 31%Key findings and suggestions—total milk consumption in jodhpur urbanis approx. 4 lac. Liters. Out of which saras is sharing only 29% market share. So, itis suggested that to increase the market share we should make soundinterventions in supply chain management i.e. direct delivery to consumers tograb the share of dholwalas. Strategies against growing share of milk mandi i.e.chowta and local shops must be formulate to gain competitive advantage 56 | P a g e
    • Q. NO (2)-Packets preferred? 9% standard toned 37% 54% goldKey finding and suggestion- as standard is in commanding position, butwe have to increase the sell of gold, which lays highest margins among all thecategories. Gold contains maximum fats and targeting affluent segment ofsociety. 57 | P a g e
    • Q.NO- (3) Average quantity purchased per month? 16% 41% 50 ltrs 21% 75 ltrs 100 ltrs 25 ltrs 22%Key finding and suggestion-most of the consumers and families areconsuming 50 ltrs of milk per month. So it is suggested that we should persuadethem to increase the consumption of milk by informing the value and new use ofthe milk in the dairy life. Consumers, which are purchasing below 50 ltrs permonth, should be emphasizing while message is communicated. Advertising isrequired to them buy more quantity of milk. 58 | P a g e
    • Key finding and suggestion- As we are offering different mix of fatscontents in the packets, so it is quite possible that 37 % people were expectingmore then what they have paid in terms of different packets charging differently.  Do you find price set milk packets are reasonable against other milk sources in jodhpur ? 42% YES 58% NOKey finding and suggestionAs competitors pricing purely depends upondemand and supply of milk during the different seasons of theyear. So 42 % people were arguing against the same price all through the year,conveying that they should charge less in winters, when supply of milk is highestand demand is comparatively low. As other sources lower down their pricesduring winters in absence demand. Pricing strategies can be reformulated tooppose the consumer grievances.Q. NO- (4) IF YOU ARE A SARAS CUSTOMER. 59 | P a g e
    • (A) Are you getting the required supply from saras ? 11% 00 No Yes 89%Key finding and suggestion---Most of the consumers are satisfied withquantity served, so no more measures required to make changes.(B) Are you getting the milk timely? 00 35% Yes No 65%Key finding and suggestion– Booths located in remote areas of jodhpursuch as mandore and berry are not getting the milk timely, so we have to increasethe number of vans to send the milk at desired places within given frame of time.(C) Do you find saras booth is convenient to approach? 60 | P a g e
    • 0 0 23% No Yes 77%Key finding and suggestion ---23% people who are facing this problemwill be definitely satisfied in near future with the proposed plan of department tolaunch 100 new booths in different parts of city.(D) Do you find milk of saras is fresh and hygienic against theexposed? Milk sold in the market by other sources? 31% No Yes 69%Key finding and suggestion -- 69% is a per value of satisfaction, butpeople finding milk of chouta is fresh brings a negative frame of mind regardingcold milk. So, we have create a health communication regarding our products toerase the image of cold milk from mindsets of those consumers.(E) Do you find saras booth is clean and well maintained? 61 | P a g e
    • 0 45% No 55% 55%Key finding and suggestionProper clening and maintenance rules andregulations are required to the booth holdersQ NO (5) Quality of milk.(A)Do o find milk fresh? 00 31% No Yes 69%Key finding and suggestionsame as 4 d 62 | P a g e
    • Q NO (6) Home delivery services satisfaction.(A) Do you want home delivery service ? 9% 00 Yes No 91%Key finding and suggestion “Future of service industry is homedelivery’’ So it is very crucial to activate home delivery system in our distributionpattern. After implementing the home delivery we can grab most of the share ofdholwalw’s.(B) Are you satisfied with home delivery service? 00 39% No 61% YesKey finding and suggestion --Service vans and channel of distribution arenot satisfactory, i.e. most of the people are unsatisfied and hence rescheduling ofhome delivery is required to installed. 63 | P a g e
    • (C) Can you submit advance money for home delivery service? 00 21% Yes No 79%Key finding and suggestion --since satisfaction level of consumerstowards home delivery service is not at par. So after increasing sound pattern ofhome delivery, it will automatically attract the advance payments.Q NO (7) Do you find packing and labeling safe andattractive? 00 27% No Yes 73%Key finding and suggestion --No more interventions are required inpacking and labeling is required, became it is quite safe 64 | P a g e
    • (B) Do you find tastier? 0 26% No Yes 74%Key finding and suggestion --Test is a matter of individual specific ness,so we really require here more interventions in product ingredients(c)Do you find milk is concentrated and creamy? 37% Yes No 63% 65 | P a g e
    • {B} Market share of Saras in other dairy Products. (1) GHEE Ghee 13% 15% saras Krishna 61% 11% amul otherKey finding and suggestion--since major competitors are leading due tolow pricing e.g. Krishana and Amul. We have to reformulate the pricing strategy ofghee to gain the overall market competitiveness, As low priced ghee is morepreferable along with quality standards. Here others brands are doing well. i.e.exposed local and dalda etc. (2) BUTTER 66 | P a g e
    • Butter 7% 17% 35% saras amul desi other 41%Key finding and suggestion --Butter product is the most speculativetarget for saras. Equipment Amul is having major share. Saras needs advertisingexercise and should promote the sales of butter. Repositioning is required in sarasbutter to persuade the local consumers. (3) Paeer 67 | P a g e
    • Paneer 3% 22% Local Shop saras amul rural supp. 7% 68%Key finding and suggestion -- saras should not do an exercise in paneer,because it will be futile due consumer preferences in terms of fresness as theyonly like to buy fresh made paneer from local shops and wholesalers from ruralareas. Saras should emphasize to meet the seasonal demands of paneer duringmarriage season. (4) Shrikhand 68 | P a g e
    • Shrikhand 14% 31% saras amul other 55%Key finding and suggestion --Shrikhand needs extra promotional efforts,Amul is famous due to Gujrat pricing also can be re-evaluted because Amul ischarging 1Rs per 100gm (5) Flavored milk Flavored milk 12% saras amul 88%Key finding and suggestion --Amul is having bigger share due to all indiaexposure of broadcasting media, but still Saras can grab a healthy share with localmedia advertising. (6) Cold chhanch 69 | P a g e
    • Cold chhanch 27% saras 5% amul 68% otherKey finding and suggestion--local cold chhanch suppliers like janta andpoker are selling it heavily during summers. So it is recommended to bring somepromotional schemes and provide a healthy supply to local shops, where salescan be increased (7) Lassie lassie 7% 2% saras amul other 91%Key finding and suggestion--Consumers grievances such as concentrationand the technical drawbacks of lassi of saras. So such grievances must beredressed promptly. Mostly consumers like to have lassi local vendors, so totallyconsumer preferences are unfavorable. (8) Curd 70 | P a g e
    • Curd 8% 3% saras amul other 89%Key finding and suggestion --same as to lassi (8) Ice-cream Ice-cream 11% 17% saras vadilal creenbell 51% other 21%Key finding and suggestion --ice cream is a diverse market as it havingnumbers players saras is having low share and ready for repositioning of wholerange of ice creams on coming festival of raksha-bandan. Heavy promotionalefforts are required to grab the sound position in the mark. RESEARCH DESIGN/METHODOLOGY 71 | P a g e
    • Resarch design is defined as a systematic and objective process of gathering, recording and analyzing data that provides information to guide business decisions. The process of business strategy can be divided into three phases – planning, execution and report preparation. The planning phase begins from problem/opportunity identification and leads to selection of the sampling procedure. Data collection and evaluation can be described as the execution phase of the business research process, while report generation can be considered as the last phase. Steps in the research design process Identifying and Defining Problem/OpportunityPL Planning the strategyANNI Selecting the method of strategyNG Selecting a Sampling ProcedureEX 72 | P a g eECU
    • Data Collection Evaluating the DataREPORT Preparing and Presenting the ReportPREPRATION Marketing research is defined as the formal process of collecting information, analyzing the result, communicate the findings and implementation in terms of marketing actions. Analysis of information is used in evolving some marketing and financial decisions. The research methodologies used to collect data are of two types: 1) Primary method: In this type of method data is collected with the help of face to face interaction with a person. 2) Secondary method: It does not involve face to face interaction. In this type of method data is collected through other sources like internet, books, etc. In this project I have used both the methodologies to collect the data. 73 | P a g e
    • Primary Method: 1) I have used primary method to collect data from various departments of Saras Dairy, Jodhpur(Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar) by talking to heads and staff members of each department. 2) Data is also collected by preparing a questionnaire and asking the respondents to fill up the questionnaire. 3) Data is also collected by conducting one to one interviews.Secondary Method: 1. I have used secondary method to collect some data from the annual accounts of the company Saras Dairy, Alwar (AZDUSS Ltd., Alwar) 2. Data is also collected from the Annual publication of Saras (Magazine)Research methodology adopted for the studyDuring my research I have tried to  Assess the brand image that the company holds in the minds of the customers.  Assess the impact of promotional activities. ANALYSIS OF SURVEY 74 | P a g e
    • Market for Dairy Industry is captive, as people will stop dairy products. Inaddition, the market for dairy products will keep on increase will the increase ofawareness in the people. Increase in adulterated material is showing a new pathto the large scale dairy industry. It also gives a huge employment to manyunemployed. The main positive point for the Dairy industry is huge turnover andreturn with low investment.Large scale dairy industry helps in social benefit by taking care the public healthby selling fully Quality control products according to the norms of govt. Theindustry should also keep an eye on the Fake products produced by thecompany`s name Company should also see that their products are not soldbeyond M.R.P.During the last few years the dairy scenario has undergone a diversity change.Due to entry of other competitors, it has become necessary for saras to framenew strategic that enable them to survive and thrive in the long run. The wholeconcentration has thus shifted to ensure the customer services with maximumsatisfaction of the customers.Customer service in dairy sector refers to the satisfaction of need of thecustomers at the right time as per their requirements. The quality of customerservice directly affects customers patronage as these companies are basicallysellers of public utility services. Success or failure of these companies therefore,depends on the quality and the range of services offered to the customers.Though the have a lower share in customer deposits, they command a highershare of the net profit. However, they differentiated their operations by focusingon premier customers and set superior standards in productivity, customerservice and operating efficiencies by using state of the art technology. Global bestpractices were introduced and practiced. More importantly, they built durablecompetencies by attracting the best manpower, building proprietary technologyand process and by building strong brand image.This research study has attempted to assess feedback to the gaps. Which are yetto be. This chapter covers exclusively the analysis of survey results. 75 | P a g e
    • THE SURVEYIt was decided to conduct a survey of 100 workers/employees to assess theconsumer profile in saras dairy. Random sampling technique was used to pick outa sample of the consumers. A structured questionnaire was used to obtaininformation about various aspects of the marketing department.THE ANALYSISThequestionnaire was prepared to bring out the various aspects of Marketingmanagement provided by saras dairy. According, some questions were asked tothe respondents. Question wise analysis revealed the following; 1. SATISFACTION LEVEL OF THE RESPONDENTS;- An attempt was made to know the satisfaction level of respondents. The following information was obtained in response to this question. LEVEL OF SATISFACTIONS.NO Level of No. of Percentage (%) satisfaction respondents1 Highly Satisfied 30 752 Satisfied 5 12.53 Unsatisfied 5 12.5 Total 40 100The table reveals that consumers are highly satisfied as 75%. Respondents havesaid this. There is balance percentage of dissatisfied and less satisfied consumersi.e. only 12.5% have said like this the reason behind this is that there is goodrelation with the consumers and they are also satisfied with products and benefitsprovided by the organization 76 | P a g e
    • 2).FEEDBACK OF SARAS DAIRY --As we know that providing service isnot enough so it become essential for the marketer to know the feedback of theconsumer regarding services and products. Feedback of Saras Dairy S.No Attribute No.of Percentage respondents1 Yes 35 87.52 No 5 12.5 Total 40 100The table reveals that as 87.5% respondents are contacted for taking feedback ofsaras dairy so it proves that saras dairy believe not only in providing service but intaking feedback from consumers.3) WORKING ON COMPLAINTS --The listening of complaints fromconsumers regarding products are neglected so the marketer should takeessential step for solving the problem of consumer. Working on complaintsS.No Description No.of Percentage% respondents1 Yes 25 62.52 No 15 37.5 Total 40 100The analysis that saras dairy is working on the complaints is given by theconsumers.4) PROBLEM REGARDING PRICIING --Price is essential part ofmarketing mix. 77 | P a g e
    • Problem Regarding PricingS.No Description No.Of Percentage% respondents1 Yes 25 62.52 No 15 37.5 Total 40 100The table that as 37.5% respondents having no problem regardingpricing, and 62.5&% have problem regarding. Thus, his reveals thatsaras have no control on price.5) PACKAGING OF SARAS PRODUCTS-- Today the packaging ofproducts have gret impact on the consumers. If the packaging is good then itbecomes easier the marketer to sell product. Packaging of saras productsS.No Description No.Of Percentage% respondents1 Yes 37 92.52 No 3 7.5 Total 40 100 MY OBSERVATION OF SARAS DAIRY 78 | P a g e
    • Now I have completed my 45 days as an intern in Saras Dairy, Jodhpur andduring these 45 days as training I carefully observed various aspects of theorganization.Here I am presenting my observation and findings using the ConstantSum Scale. I have divided a total of 100 points into various attributes that Iobserved. The maximum that can be allotted to the factor are 10. The various attributes that I observed and the point I allocated to eachobservation are presented below in the tabular format:-Serial Characteristics of Saras Dairy Number of Points 1 Variety of milk provided by Saras Dairy 9 2 Prices are affordable 7 3 Quality in hygiene 10 4 Enough range of FMP 8 5 Round the clock availability 4 6 Staff is corporative 9 7 Customer awareness 8 8 Employee Satisfaction 8 9 Market reputation 9 10 Advertisement and Publicity 5 11 New project and development 5 12 Channels of marketing 8 13 Give weightage to suggestions 10 Total 100 79 | P a g e
    • RECOMMENDATIONS On careful observation of Saras Dairy during the training period I have thefollowing suggestion for Saras Dairy, Jodhpur which on proper implementationmay provide a big boost to it.  All information regarding Saras Dairy and its products should be available on internet.  Increase in advertisement and publicity.  Motivation program for booth and parlor owners.  Marketing department should be well furnished and attractive.  Jodhpur Dairy should give milk products competitive prices and facilities.  Glow sign boards should be provided to booth and parlor owners.  New product should be launched like ice-cream.  To popularize “Shrikhand” free sample may be distributed at some public place.  Inspection and frequent check of booth and parlors.  Good co-ordination between marketing department and booth, Parlor owner.  New technology should be adopted from national and international Company Experts in the Field. 80 | P a g e
    • CONCLUSION The project marketing strategies of milk products with special reference to SARAS Dairy in Jodhpur has been undertaken during the training period gave an opportunity to study the system in detail and have an insight into the organization marketing. The organization has a very well thought out organizational structure, streamlined procedure and well- motivated workforce. The objectives are very clear and unambiguous. The motivationlevels very high and everyone seemed to be highly satisfied withmarketing strategies as well as the attitude of the management. As we know that SARAS is very big organization and marketleader in dairy products. It has maximum market share in Milk, Aswe know SARAS is a co-operative organization, With the help of research, company can find out its week points in Dairy product and can increase its market share through rectify mistakes. People have believed in SARAS’S product and they will accept 81 | P a g e
    • The survey resulted into following conclusions:  SARAS must come up with new promotional activities such that people become aware about Ice-cream,  Quality is the dominating aspect which influences consumer to purchase SARAS product, but prompt availability of other brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales.  In comparison to SARAS Products, the other players such as Amul, and Krishna provide a better availability and give competition to the hilt.  People are mostly satisfied with the overall quality of SARAS Products, but for the existence in the local market SARAS must use aggressive selling techniques. 82 | P a g e
    • APPENDIXI prepared many questionnaires to perform the survey task assigned to me. Thesequestionnaires were first shown to the officials of the Saras dairy and after theiracceptance and consent they were implemented to do the assigned task. Thevarious questionnaires prepared by me to conduct surveys and interviews areenclosed in this section. Paschimi Rajasthan Dugdh Utpadak Sahakari Sangh Ltd., JodhpurDate:_________ Questionnaire for Customers1) Name : ___________________________________2) Address : ___________________________________ ___________________________________ ___________________________________3) Profession : ___________________________________4) Age : ___________________________________5) Are you aware about Saras? Yes No6) Number of family members : _______________ Adults __________ Children _________7) Do you use Saras Products : Yes No 83 | P a g e
    • 8) If yes which products do you use?Milk : Full Cream Toned Skimmed Double TonedButter Dahi Ghee Paneer ShrikhandChhach : Plan Namkeen Lassi : Sweet9) Are you satisfied with quality of Saras products? Yes No10) Do you think that Saras products can be improved further? Yes No11)How do you came to know about Saras Dairy ?i.)Advertisement ii) Friends & Relativeiii)Through booth agents iv)Others12) Do you have any suggestions for further improvement of Saras products?__________________________________________________________13) Which is your nearest Saras booth?_________________________________________________________ 84 | P a g e
    • 14) Are number of booths sufficient in your locality? Yes No15) Are all products available at the booth? Yes No16) Youer booth holder gives you home delivery? Yes No17) Do you want Saras to introduce any new product? Yes No If yes, which types of products? ______________________________________________________18) Are you satisfied with the price of Saras Products? Yes NoIf not why and what should be the right price? __________________________________________________________19) Do you think Saras Dairy work on the complaints given by the consumers? Yes No20) How do you scale SARAS Products ? 85 | P a g e
    • ATTRIBUTE POOR AVERAGE GOOD EXCELLENT PRICESWEETNESSPACKAGING SOFTNESS SCHEMESAVAILABILITY AGENCY HOLDER QUESTIONNAIRES 86 | P a g e
    • BOOTH OWNERNAME=_______________________________________BOOTH LOCATION=________________________________________BOOOTH NO=________________________________________Q1. From how long you taking SARAS milk ?A)1Yr B) more than 1 Yr C) less than 1Y rQ2. Are satisfied with SARAS service? A) YES B) NOQ3. Are you taking all the products of SARAS or not A) YES B) NOQ4. Does company replace remaining left products? A) YES B) NO Q5. How much Quantity of SARAS milk consumed in a day from your booth? ________________________________________Q6. According to you who are better between AMUL and SARAS?________________________________________Q7. Why? Reason for above answer.________________________________________Q8. Which Product of SARAS has maximum demand? 87 | P a g e
    • ________________________________________Q9. Which SARAS milk product has maximum demand?________________________________________Q10. Comment about SARAS?________________________________________ 88 | P a g e
    • BIBLIOGRAPHYBOOKS Marketing management-philip kotler Marketing Management in Indian perspective- jha & Singh Pamphlets and information from SARAS Dairy Learning % observation from SARAS Dairy 1. www.sarasdairy.com 2. www.google.com 3. www.marketresearch.com 4. www.dairy.com 5. Research Methodology. ( Harper W.Boyd, C. R. Kothari ) 89 | P a g e
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