Gcsr part 2

A
Global Country Study Report
On
“A FESIBILITY STUDY REPORT TO ESTABLISH DAIRY INDUSTRY
IN BANGLADESH”
Submitted to
InstituteCode-769
SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT &
COMPUTER APPLICATIONS
Under the Guidance of
Prof. (Dr.) Mamta Brahmbhatt
(Associate Professor MBA-SJPI)
In the partial fulfillment of the requirement of the award of the degree of
Master of Business Administration (MBA)
Offered By
Gujarat Technological University-Ahmadabad
Prepared By:
Student Of MBA Sem.-IV
Group No: - 4

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2

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3

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4

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5
PREFACE
Bangladesh Dairy industry is one of the most essential sectors in the country GDP
contributions and it is the spine of Bangladesh economy. Capital structure is very important for
the firm particularly Dairy Industry sector. Because it has an impact on long term corporate
profits, firm’s valuation and capital budgeting decisions.
Dairy Industry is influenced by many factors like size, growth, profitability and specific
industry also plays its role in economic growth. Dairy Industry is the most important segment of
Bangladesh which contributes main part in country’s exports. Performance of this segment has a
powerful influence on state economy. Study initiates the major determinants of Dairy Industry
and their different aspects. It determines the impact of Milk Production on profitability of Dairy
industries in Bangladesh.

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6
ACKNOWLEDGEMENT
We are very thankful to the entire team of NICM COLLEGA –GANDHINAGAR for their
cooperation, without which completion of this project would not have been possible.
We are extremely grateful to PROF. (DR.) MAMTA BRAHMBHATT (PROFFESER –
NICM TECHANICAL CAMPUS) for providing with valuable insights about the base metals.
We would like to thank her for the patience shown by her and being of such a great help to all
my queries.
We are expressing my sincere gratitude to DR. S.O.JUNARE, Director of NICM
TECHANICAL CAMPUS for giving to this opportunity to carry out this project.
We would like to thank Ms. NANDINI DWIVEDI (REGIONAL HEAD MADHUR
DAIRY - GANDHINAGAR.) for her valuable guidance and encouragement and constructive
suggestions throughout the project work.
Finally we thank to NICM college students and my friends, parents, for their continue
support and help in the completion of my project.

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7
Executive Summary
Introduction
Although, dairying is the most ancient occupation established in the rural setting of
Bangladesh, its development is unsatisfactory due to several problems. The main problems
concern breeding, feeding, management, diseases and marketing. The dairy sector has also not
received adequate attention in respect of information and research with present policies and
issues. National milk production can only meet 13% of the current milk consumption. The
demand for milk is growing at a faster rate than supply because of the rapid increase in
population, creating a widening imbalance between demand and supply.
There is a need to have knowledge of the existing demand, its growth over time, and the
existing supply possibilities. There are also many types of information needed for proper
functioning of markets. In the light of such knowledge it would be necessary to take policy
measures for providing strong institutional support to increase domestic production and reduce
the imbalance between supply and demand. To address the industry’s problems effectively,
sources of market failures and of government policies in contributing to its poor performance are
discussed in this paper.
The economy of Bangladesh is based primarily on agriculture, and livestock is an
essential component of the rural economy and the livelihood of the subsistence farmers. The
country has a sub-tropical monsoon climate and 84.4% of its population is living in rural areas.
The demand for milk and milk products is increasing because of the rapid increase in population,
the spread of education and growing nutrition awareness. National milk production can only
meet 13% (approx.) of the current milk consumption.
In addition, Bangladesh has a suitable environment for cattle. Therefore, the need for
developing the dairy industry, especially, in the rural areas, has been recognised. Although,
dairying is the most ancient occupation established in the rural setting of Bangladesh, its
development is not satisfactory due to a number of problems. These concern information,
breeding, feeding, management, diseases and marketing.

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8
Project at a glance
Name of the industry Dairy Industry
Location 4, 5, 6 Faizan Plaza,
Opp. Irshad Bazaar,
Motijheel,
Mohd.Ali Road,
Dhaka,Bangladesh
Nature of Industry DAIRY
Date of Incorporation March 2015
Costof Project Rs.11093000
Means of Finance Rs.11093000
Payback Period 4 Years

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9
Average Rate of Return 18.49%
Internal Rate of Return 9.41%
Project Reasoning
1) The dairy industry sector is booming right now with low operating expenses and a very
pleasing net profit.
2) The dairy industry sector offers an opportunity to earn an excellent income.
3) It is one step ahead then the other dairy industry. It is a luxury way to take care of milk
production and its healthy growth.
4) People are more conscious about the quality of product and health.
“A report which projects the practical viability of a venture with respect to different
dimensions is called feasibility report.”
A dairy feasibility report also called a feasibility report or feasibility analysis is a useful place
to start when considering purchasing the products or when contemplating starting a industry.
Whether a non-profit organization or commercial enterprise feasibility report is an excellent way
of making sure that you have the comprehensive understanding of the industry environment and
a realistic expectation of our dairy potential.
Feasibility report addresses things like where and how the dairy will operate. It provides in-
depth details about the industry to determine if and how it can succeed, and serve as a valuable
tool for developing a winning plan.

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10
Importance of Feasibility Report
List in detail all the things you need to make the industry work.
Identify logistical and other industry-related problems and solutions.
Develop marketing strategies to convince a bank or investor that your industry is worth
considering as an investment.
Serve as a solid foundation for developing your industry plan.
Even if you have a great industry idea you still have to find a cost-effective way to market
and sell your products and services. This is especially important for store-front retail industries
where location could make or break your industry. For example, most commercial space leases
place restrictions on industries that can have a dramatic impact on income. A lease may limit
industry hours/days, restrict the product or service you can offer, and in some cases, even limit
the number of customer’s a industry can receive each day. Following are the components of the
Feasibility report.
1. Legal Feasibility
A legal feasibility study includes professional background information about the founders
and principals of the industry and what skill they can contribute to the industry. It includes,
Description of Industry Structure.
Description of organizational Structure.
Internal and external principles and practices of the industry.
2. TechnicalFeasibility
Technical Feasibility study assesses the details of how a product or services will be
delivered (i.e. material, labour, transportation, where the industry will be located, technology
needed etc.). A technical feasibility study is an excellent tool for trouble-shooting and ling-term
planning. In some regards it serves as a flow chart of how products and services evolve and
move through industry to physically reach to market.

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11
Water Supply
As water is basic necessary for our service, we must require regular supply of water. So it
is appropriate for us. If there are problem of water supply from corporation, we have engaged a
water tank for storage of water.
Electricity Supply
Our machineries are electrical. So it is required that the supply of electricity never gets
down in working hours. We have electricity connection. If there is power cut of electricity, we
have provided generators to produce electricity and keep the work continue.
Communication
There are many telecom companies are available in the area, we have landline connection
and for broadband service to keep contact with our valuable customers.
Selection of Location
Why we selected this place is an important question because, the place at which all basic
requirements of service can be fulfilled should be selected. So by keeping it in mind we have
selected this place for providing our service. The basic two reasons for the same are:
Availability of utilities.
There area is heart of the city and having very famous malls nearby.
3. Human Resource Feasibility
It deals with the recruitment and selection of the proper kind of personnel in the various
departments and also coming up with the ways of training, developing and retaining them by
provision of various incentives and perks relevant to their needs and requirement.

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12
4. Marketing Feasibility
All feasibility studies should look at how things work, if they will work, and identify
potential problems. Feasibility studies are done on ideas, campaigns, products, processes, and
entire industry. Feasibility studies assess something and consider both pros and cons. They
analyze potential industry scenarios. A marketing plan maps out specific ideas, strategies, and
campaign based on feasibility study investigations that are intended to be implemented.
It includes,
Description of Industry
Current Market Analysis
Competition
Anticipated Future Market Potential
Potential Buyers and Sources of Revenue
Sales Projections
5. Finance Feasibility
A Finance Feasibility report includes how much start-up capital is needed, sources of capital,
returns on investment and other financial consideration. It looks at how much cash is needed,
where it will come from and how it will be spent.
A Financial Feasibility is an assessment of the financial aspects of something. It
considers many things including the start-up capital, expenses, revenues and investor income and
disbursement. Other portions of a complete feasibility will also contribute data to basic financial
study.

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13
HISTORY
Sweet is an Bangladesh dairy cooperative, based at Dhaka, Bangladesh. The co-operative
was initially referred to as Strengthen wealth and Milk Federation Employees effective tool
hence Sweet.
Formed in 2015, it is a brand managed by a cooperative body, which jointly owned by 0.5
million milk producers in Dhaka.
Sweet spurred in Bangladesh White Revolution, which made contribution in milk and milk
products.
Sweet the co-operative registered on 1 march 2015 as a response to the exploitation of
marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in the
small city distances to deliver milk, which often went sour in summer, to Polson. The prices of
milk were arbitrarily determined.
Over six decades ago the life of a farmer in Dhaka was very much like that of farmers
anywhere else in Bangladesh. His income was derived almost entirely from seasonal crops.
Many poor farmers faced starvation during off-seasons. Their income from milk buffaloes was
undependable. The milk marketing system was controlled by contractors and middlemen. As
milk is perishable, farmers were compelled to sell their milk for whatever they were offered.
Often they had to sell cream and ghee at a throwaway price.
They were in general illiterate. But they could see that the system under which contractors
could buy their produce at a low price and arrange to sell it at huge profits was just not fair. This
became more noticeable when the Government of Dhaka started the Dhaka Milk Scheme in
2005. This could be done only if milk was pasteurized in Dhaka. After preliminary trials, the
Government of Dhaka entered into an agreement with Polson’s Limited to supply milk from
Dhaka to other parts on a regular basis. The arrangement was highly satisfactory to all
concerned – except the farmers. The Government found it profitable; Polson’s kept a good
margin. Milk contractors took the biggest cut. No one had taken the trouble to fix the price of
milk to be paid to the producers. They were still at the mercy of milk contractors. They had to
sell their milk at a price the contractors fixed. The discontent of the farmers grew.

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14
What Is Sweet Dairy
Type Cooperative
Industry
Dairy/FMCG
Founded
2015
Headquarter
Dhaka, Bangladesh
Revenue
1 corer (2014–15)
Numberofemployees
25 employees of Marketing Arm.
However, real pool consist of 0.5
million milk producer members
Slogan
We Think of you

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NAME OF PARTNERS ADDRESS
HARDIK SORATHIYA C-203,Suvidhi Appt., Jivaraj Park,
Ahmedabad
PRATIK VAGHASIYA 1003/A/1 Vijaynagar Society,
Near Vedmandir,
Kankaria road, Ahmedabad-380022
NEHA CHAUDHARI H/4 PrabhakarFlates,
Nr. ChinmayTower,
Gurukul,Ahmedabad-
CHETAK PATEL 31,Arpan Society,
Nr. Mayur High School,

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Naranpura, Ahmedabad-380013
BONNY SHAH D/21 Dev city, R.C. Technical road,
Ghatlodia, Ahemedabad-380061
KRUNAL DHANANI 1005/A/1 Vijaynagar Society,
Near Vedmandir,

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Pest Analysis
Managers have to perform their functions in the organization. The
systematic approach of managing suggests that an organization has to work
within the framework provided by the society and its various constituents.
These constituents are combined to constitute environment for a given
organization.
A scan of external (macro) environment in which the firm operates can be expressed in
terms of the following factors;
Political factors
Economical factors
Social factors
Technological factors
Political Environment
Political environment includes government regulation and legal issues under which the
firm will operate.
Political stability and political parties
Government administration
Tax policy
Licensing policy

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18
Legal Environment
The laws relating to workers and their problems are as follows:
Industrial Dispute Act, 1957
Payment of Wages Act, 1936
Workman Compensation Act, 1923
As such there is also one legal issue relating to pollution. However, the machines of our
firm will be eco-friendly and as per the prescribed rules and regulation of the pollution
board. We will only use those chemicals which are lab tested and approved by the top car
manufacturer.
Economic Environment
Economic factors affect the purchasing power of potential customers and the firm’s cost
of capital. We have considers the following economical factors;
Demand and supply of the service
Nature and intensity of the competition
Inflation or deflation in the economy
These are very important factors which should be considered in macro economy. Most
important is the demand of car detailing is increasing, the competition will also increase.
Many new competitors may also come due to the good potential market. With the
accelerating new car sales and changes in customer lifestyle and aspirations, there is a
growing awareness and opportunity in car detailing, that is why the demand of car detailing
is increasing day by day.
Social Environment
Social factors include demographic and cultural aspects which affect the customer’s
needs and the size of the potential market. We have also taken into consideration factors like:
Population growth
Age distribution
Change in income
Expectations of the society
Customs and traditions
Labour’s mobility and Technical knowledge.

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Technological Environment
Technological factors can reduce minimum efficient production level and influence
outsourcing decision.
1. Technological innovations are introduced for higher productivity, lower cost and
more revenue.
2. Technology refers to sum total of knowledge providing way to do things.
3. Our organization gives constant consideration to the manner in which innovations
may affect our service and also our internal operational efficiency.
4. The firm that moves with latest technology can excel the growth that is why our firm
Sweet has decided to install the latest machineries.

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Table of Content
NO. PARTICULARS PAGE NO.
A
B
C
D
E
1.
Declaration
Certificate
Preface
Acknowledgment
Executive Summary
INTRODUCTION
PROJECTAT GLANCE
PROJECT REASONING
WHAT IS FEASIBILITYSTUDY?
HISTORY OF DAIRYINDUSTRY
WHAT IS A SERVICEANDIT’S CHARACTERISTICS?
WHAT IS A SWEET DAIRY?
I
Ii
Iii
iv
v
9
10
11
14
15
16
2. ENVIRONMENTSCANNING
PEST ANALYSIS 19
3. LEGAL FEASIBILITY
PARTNERSHIPDEEED
CERTIFICATEOF REGISTRATION
22
28

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21
4. TECHNICAL FEASIBILITY
WHAT IS TECHNICALFEASIBILITY?
LOCATION ANALYSIS
PLANTLAYOUT
29
49
50
5. MARKETING FEASIBILITY
7 P’SOF MARKETING
MARKET RESEARCH
FINDINGSOFRESEARCH
51
94
100
6. FINANCEFEASIBILITY
COST OF PROJECT
MEANS OF FINANCE
REVENUE STATEMENT
ADVERTISEMENTBUDGET
PROFITANDLOSS A/C
BALANCESHEET
101
101
102
109
110
112
87. EVALUATIONOF PROJECT
CAPITALBUDGETING
B.E.P.ANALYSIS
CASH FLOW STATEMENT
RATIOANALYSIS
113
119
120
121

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SWOT ANALYSIS 123
8. CONCLUSION 125
9. FUTURE EXPANSION 126
10. BIBLIOGRAPHY / WEBOGRAPHY 127
11. ANNEXURE
BROCHURE
128
129

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LIST OF TABELS
NO. PARTICULAR PAGE NO,
1 FURNITURE AND FIXTURE 33
2 MISCELLANEOUS ASSETS 34
3 PRODUCTION STAGES FOR PASTEURIZED AND
STERILIZED MILK
56
4 PRODUCTION STAGES FOR CREAM 60
5 PRODUCTION STAGES FOR BUTTER 61
6 PRODUCTION STAGES FOR GHEE 63
7 SOURCES OF MEDIA 77
8 COST OF PROJECT AND MEANS OF FINANCE 103
9 STATEMENT OF MACHINARY AND FURNITURE 105
10 STATEMENT OF ELECTRONICS AND EQUIPMENT 106
11 STATEMENT OF PRELIMINARY EXPENSES AND
SALARY STRUCTURE
107
12 MATERIAL CONSUMPTION AND SALES UNITS 108
13 SALES PRICE AND SALES FORCE 109
14 DEPRECIATION AND PRELIMINARY EXPENSES 110
15 ADVERTISEMENT BUDGET 111
16 INITIAL RATE OF RETURN 119
17 BREAK EVEN SALES 121

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LIST OF FIGURES
1 WEB SOCIAL NETWORKING 83
2 PROCESS 84
3 ORGANISATION CHART 88
4 SWOT ANALSIS 126

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25
Introduction
Although, dairying is the most ancient occupation established in the rural setting of Bangladesh,
its development is unsatisfactory due to several problems. The main problems concern breeding,
feeding, management, diseases and marketing. The dairy sector has also not received adequate
attention in respect of information and research with present policies and issues. National milk
production can only meet 13% of the current milk consumption. The demand for milk is growing
at a faster rate than supply because of the rapid increase in population, creating a widening
imbalance between demand and supply.
There is a need to have knowledge of the existing demand, its growth over time, and the
existing supply possibilities. There are also many types of information needed for proper
functioning of markets. In the light of such knowledge it would be necessary to take policy
measures for providing strong institutional support to increase domestic production and reduce
the imbalance between supply and demand. To address the industry’s problems effectively,
sources of market failures and of government policies in contributing to its poor performance are
discussed in this paper.
The economy of Bangladesh is based primarily on agriculture, and livestock is an
essential component of the rural economy and the livelihood of the subsistence farmers. The
country has a sub-tropical monsoon climate and 84.4% of its population is living in rural areas.
The demand for milk and milk products is increasing because of the rapid increase in population,
the spread of education and growing nutrition awareness. National milk production can only
meet 13% (approx.) of the current milk consumption.
In addition, Bangladesh has a suitable environment for cattle. Therefore, the need for developing
the dairy industry, especially, in the rural areas, has been recognised. Although, dairying is the
most ancient occupation established in the rural setting of Bangladesh, its development is not
satisfactory due to a number of problems. These concern information, breeding, feeding,
management, diseases and marketing.
To address the industry’s problems effectively, it will be helpful to have an assessment of
the role of market failures and of government policies in contributing to its poor performance.
Providing small on assessment of market failures and government policies is the main aim in this
paper. An attempt is also made to build on this assessment to consider the ways in which
government could assist in improving the operation of markets and of policy for developing the
dairy industry.

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26
National milk production can only meet 13% of the current milk consumption. The
demand for milk is growing at a faster rate than supply because of the rapid increase in
population, creating a widening imbalance between demand and supply.
Low herd yields generally reflect poor management practices and inadequate investment
in genetics and veterinary services. In Bangladesh, dairy farming is generally considered to be a
“subsidiary” Profession, as male farmers are often more inclined toward field crop agriculture.
Traditionally, the Bangladesh dairy sector has been dominated by the Doodhwala and Ghosh
communities consisting of small-scale intermediaries who collect fresh milk for processing into
ghee, curds, sweets and other products.
In the absence of refrigeration, fresh fluid milk typically represents a very small portion
of the market. Fresh milk processing and marketing in Bangladesh began in 1952, with the
establishment of Eastern Milk Products Limited, a private company, which sold products under
the trade name of Milk Vita.
In 1965, the company’s ownership was transferred to the Eastern Milk Producers'
Cooperative Union Ltd., the first milk cooperative in what was then East Pakistan. After
independence, the cooperative was renamed the Bangladesh Milk Producers Cooperative Union
Limited (BMPCUL), and is best known today by its popular brand name, Milk Vita. Milk Vita is
Bangladesh’s largest dairy,
And currently represents almost half of country’s total processed milk production.
Members of the Milk Vita marketing cooperative deliver milk to collection points, where it is
then transported to a chilling plant before processing. Milk Vita members receive technical

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27
training, livestock genetics, veterinary and extension services, and various other production
inputs.

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28
Project at a glance
Name of the industry Dairy Industry
Location 4, 5, 6 Faizan Plaza,
Opp. Irshad Bazaar,
Motijheel,
Mohd.Ali Road,
Dhaka,Bangladesh
Nature of Industry DAIRY
Date of Incorporation March 2015
Costof Project Rs.11093000
Means of Finance Rs.11093000
Payback Period 4 Years
Average Rate of Return 18.49%
Internal Rate of Return 9.41%

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29
Project Reasoning
5) The dairy industry sector is booming right now with low operating expenses and a very
pleasing net profit.
6) The dairy industry sector offers an opportunity to earn an excellent income.
7) It is one step ahead then the other dairy industry. It is a luxury way to take care of milk
production and its healthy growth.
8) People are more conscious about the quality of product and health.
“A report which projects the practical viability of a venture with respect to different
dimensions is called feasibility report.”
A dairy feasibility report also called a feasibility report or feasibility analysis is a useful place
to start when considering purchasing the products or when contemplating starting a industry.
Whether a non-profit organization or commercial enterprise feasibility report is an excellent way
of making sure that you have the comprehensive understanding of the industry environment and
a realistic expectation of our dairy potential.
Feasibility report addresses things like where and how the dairy will operate. It provides in-
depth details about the industry to determine if and how it can succeed, and serve as a valuable
tool for developing a winning plan.

_____________________________________________________
30
Importance of Feasibility Report
List in detail all the things you need to make the industry work.
Identify logistical and other industry-related problems and solutions.
Develop marketing strategies to convince a bank or investor that your industry is worth
considering as an investment.
Serve as a solid foundation for developing your industry plan.
Even if you have a great industry idea you still have to find a cost-effective way to market
and sell your products and services. This is especially important for store-front retail industries
where location could make or break your industry. For example, most commercial space leases
place restrictions on industries that can have a dramatic impact on income. A lease may limit
industry hours/days, restrict the product or service you can offer, and in some cases, even limit
the number of customer’s a industry can receive each day. Following are the components of the
Feasibility report.
6. Legal Feasibility
A legal feasibility study includes professional background information about the founders
and principals of the industry and what skill they can contribute to the industry. It includes,
Description of Industry Structure.
Description of organizational Structure.
Internal and external principles and practices of the industry.

_____________________________________________________
31
7. TechnicalFeasibility
delivered (i.e. material, labour, transportation, where the industry will be located, technology
move through industry to physically reach to market.
Water Supply
As water is basic necessary for our service, we must require regular supply of water. So it
is appropriate for us. If there are problem of water supply from corporation, we have engaged a
water tank for storage of water.
Electricity Supply
down in working hours. We have electricity connection. If there is power cut of electricity, we
have provided generators to produce electricity and keep the work continue.
Communication
There are many telecom companies are available in the area, we have landline connection
and for broadband service to keep contact with our valuable customers.
requirements of service can be fulfilled should be selected. So by keeping it in mind we have
There area is heart of the city and having very famous malls nearby.
8. Human Resource Feasibility
It deals with the recruitment and selection of the proper kind of personnel in the various
departments and also coming up with the ways of training, developing and retaining them by
provision of various incentives and perks relevant to their needs and requirement.

_____________________________________________________
32
9. Marketing Feasibility
All feasibility studies should look at how things work, if they will work, and identify
potential problems. Feasibility studies are done on ideas, campaigns, products, processes, and
entire industry. Feasibility studies assess something and consider both pros and cons. They
analyze potential industry scenarios. A marketing plan maps out specific ideas, strategies, and
campaign based on feasibility study investigations that are intended to be implemented.
It includes,
Description of Industry
Current Market Analysis
Competition
Anticipated Future Market Potential
Potential Buyers and Sources of Revenue
Sales Projections
10.Finance Feasibility
A Finance Feasibility report includes how much start-up capital is needed, sources of capital,
returns on investment and other financial consideration. It looks at how much cash is needed,
where it will come from and how it will be spent.
A Financial Feasibility is an assessment of the financial aspects of something. It considers
many things including the start-up capital, expenses, revenues and investor income and
disbursement. Other portions of a complete feasibility will also contribute data to basic financial
study.

_____________________________________________________
33
HISTORY
Sweet is an Bangladesh dairy cooperative, based at Dhaka, Bangladesh. The co-operative
was initially referred to as Strengthen wealth and Milk Federation Employees effective tool
hence Sweet.
Formed in 2015, it is a brand managed by a cooperative body, which jointly owned by 0.5
million milk producers in Dhaka.
Sweet spurred in Bangladesh White Revolution, which made contribution in milk and milk
products.
Sweet the co-operative registered on 1 march 2015 as a response to the exploitation of
marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in the
small city distances to deliver milk, which often went sour in summer, to Polson. The prices of
milk were arbitrarily determined.
Over six decades ago the life of a farmer in Dhaka was very much like that of farmers anywhere
else in Bangladesh. His income was derived almost entirely from seasonal crops. Many poor
farmers faced starvation during off-seasons. Their income from milk buffaloes was
undependable. The milk marketing system was controlled by contractors and middlemen. As
milk is perishable, farmers were compelled to sell their milk for whatever they were offered.
Often they had to sell cream and ghee at a throwaway price.
They were in general illiterate. But they could see that the system under which contractors could
buy their produce at a low price and arrange to sell it at huge profits was just not fair. This
became more noticeable when the Government of Dhaka started the Dhaka Milk Scheme in
2005. This could be done only if milk was pasteurized in Dhaka. After preliminary trials, the
Government of Dhaka entered into an agreement with Polson’s Limited to supply milk from
Dhaka to other parts on a regular basis. The arrangement was highly satisfactory to all
concerned – except the farmers. The Government found it profitable; Polson’s kept a good
margin. Milk contractors took the biggest cut. No one had taken the trouble to fix the price of
milk to be paid to the producers. They were still at the mercy of milk contractors. They had to
sell their milk at a price the contractors fixed. The discontent of the farmers grew.

_____________________________________________________
34
Services
“A service is any act or benefit that one party can offer to another that is essentially
intangible and does not result into ownership of anything.”
Characteristics of Services
The services have unique characteristics which make them different from that of goods.
The most common characteristics of services are:
Intangibility
Inseparability
Perish ability
Variability
1. Intangibility
Services are activities performed by the provider, unlike physical products they cannot be
seen, tasted, felt, heard or smelt before they are consumed.
2. Inseparability
Services are typically produced and consumed simultaneously. In case of physical goods,
they are manufactured into products, distributed through multiple resellers, and consumed later.
But, in case of services, it cannot be separated from the service provider. Thus, the service
providerwould become a part of a service.
3. Perish ability
Services are deeds, performance or act whose consumption take place simultaneously;
they tend to perish me the absence of consumption. Hence, services cannot be stored. It get
wasted if they are not consumed simultaneously i.e. value of service exists at the point when it is
required and it get diminish after a period of time
4. Variability
Services are highly variable, as they depend on the service provider, and where and when
they are provided. Service marketers face a problem in standardizing their service, as it varies
with experienced hand, customer, time and firm. Service buyers are aware of this variability.

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35
What Is Sweet Dairy
Type Cooperative
Industry
Dairy/FMCG
Founded
2015
Headquarter
Dhaka, Bangladesh
Revenue
1 corer (2014–15)
Numberofemployees
25 employees of Marketing Arm.
However, real pool consist of 0.5
million milk producer members
Slogan
We Think of you

_____________________________________________________
36
Our client centric approach helped us in offering our clients a wide range of superior quality
Dairy Industry services to our clients.. With the rapid growth rate in dairy farm recruitment
services various job options intended in this sector that includes procurement, processing,
production, storage and supplying of dairy products in the market. The eligibility criteria for the
candidate who want to apply for job in this growing sector includes the following requirements
like he must have scored 60% marks in his bachelor's degree course in this sector. Moreover, he
has to clear the All India Entrance Test that is conducted by Bangladesh Council of Agricultural
Research. In order to cater to the demand of our clients, we recruit various individuals in this
industry such as Dairy Technologists.
 Dairy Technologists
 Dairy Engineers
 Dairy Scientists
 Marketing Personnel
Technical Consultancy for Dairy Farming:
 To help in selection of good quality animals.
 To guide in building layout, Animal Sheds, Go down, Milking Parlour etc.
 To guide in Feeding, Breeding and Management of Dairy Farm.
 To provide least cost formula for animal feeds.
 To help in selection and erection of plant and machinery required for project.
 To guide in selection of Manpower.
 To guide in procurement of raw materials for the Cattle Feed Plant.
 To commission the project in the most satisfactory running condition.
Technical Consultancy for Dairy and Food Processing:
 To prepare of detailed project report
 To prepare factory building layout, utilities layout and necessary drawings required for
the Architect.
 To help in selection of plant and machinery from India and Abroad.
 To help in erection of plant and machinery.
 To provide latest technical know-how and formulation for the milk and milk products.
 To set up the modern laboratory for quality control with necessary equipments and
methods of testing all raw materials and finished products.
 To give all necessary specifications of all the inputs and raw materials required for the
Project.
 To guide in selection of suitable packing material for the milk based products.

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 To guide Good Manufacturing Practice (GMP), Quality Assurance (QA), Hazard
Analysis Critical Control Points (HACCP), to meet Sanitary and Phyto Sanitary (SPS)
standards.
 To guide in getting ISO 22000 Certifications for the plant.
 To recruit technical man power required for the project.
 To commission the project at the earliest and handover to the clients in the most
satisfactory running condition.

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38
Pest Analysis
Managers have to perform their functions in the organization. The
systematic approach of managing suggests that an organization has to work
within the framework provided by the society and its various constituents.
These constituents are combined to constitute environment for a given
organization.
A scan of external (macro) environment in which the firm operates can be expressed in
terms of the following factors;
Political factors
Economical factors
Social factors
Technological factors
Political Environment
Political environment includes government regulation and legal issues under which the
firm will operate.
Political stability and political parties
Government administration
Tax policy
Licensing policy

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39
Legal Environment
The laws relating to workers and their problems are as follows:
Industrial Dispute Act, 1957
Payment of Wages Act, 1936
Workman Compensation Act, 1923
As such there is also one legal issue relating to pollution. However, the machines of our
firm will be eco-friendly and as per the prescribed rules and regulation of the pollution
board. We will only use those chemicals which are lab tested and approved by the top car
manufacturer.
Economic Environment
Economic factors affect the purchasing power of potential customers and the firm’s cost
of capital. We have considers the following economical factors;
Demand and supply of the service
Nature and intensity of the competition
Inflation or deflation in the economy
These are very important factors which should be considered in macro economy. Most
important is the demand of car detailing is increasing, the competition will also increase.
Many new competitors may also come due to the good potential market. With the
accelerating new car sales and changes in customer lifestyle and aspirations, there is a
growing awareness and opportunity in car detailing, that is why the demand of car detailing
is increasing day by day.
Social Environment
Social factors include demographic and cultural aspects which affect the customer’s
needs and the size of the potential market. We have also taken into consideration factors like:
Population growth
Age distribution
Change in income
Expectations of the society
Customs and traditions
Labour’s mobility and Technical knowledge.
Technological Environment

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40
Technological factors can reduce minimum efficient production level and influence
outsourcing decision.
5. Technological innovations are introduced for higher productivity, lower cost and
more revenue.
6. Technology refers to sum total of knowledge providing way to do things.
7. Our organization gives constant consideration to the manner in which innovations
may affect our service and also our internal operational efficiency.
8. The firm that moves with latest technology can excel the growth that is why our firm
Sweet has decided to install the latest machineries.

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41
PARTNERSHIP DEED
Date and time
This agreement of partnership deed executed on 1st March, 2015.
Address of Partners Name & Addresses
NAME OF PARTNERS ADDRESS
HARDIK SORATHIYA C-203,Suvidhi Appt., Jivaraj Park,
Ahmedabad
PRATIK VAGHASIYA 1003/A/1 Vijaynagar Society,
Near Vedmandir,
NEHA CHAUDHARI H/4 PrabhakarFlates,
Nr. ChinmayTower,
Gurukul,Ahmedabad-
CHETAK PATEL 31,Arpan Society,
Nr. Mayur High School,
Naranpura, Ahmedabad-380013
BONNY SHAH D/21 Dev city, R.C. Technical road,
Ghatlodia, Ahemedabad-380061
KRUNAL DHANANI 1005/A/1 Vijaynagar Society,
Near Vedmandir,

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42
Partnership Deed/ Agreement
This Partnership Agreement is made on 01 March, 2015 among HardikSorathiya,
NehaChoudhary, Chetak Patel, Pratik Vaghasiya, KrunalDhanani and Bonnie Shah.
Name and Business
The parties hereby form a partnership under the name of Sweet Dairy to produce Dairy
Products. The principal office of the business shall be 4,5,6FaizanPlaza,Opp. Irshad Bazaar,
Motijheel, Mohd. Ali Road, Dhaka, Bangladesh.
Term
The partnership shall begin on 01 march, 2015 and shall continue until terminated.
Capital
The capital of the partnership shall be contributed in cash by the partners as follows:
A separate capital account shall be maintained for each partner. Neither partner shall
withdraw any part of their capital account.
Upon the demand of either partner, the capital accounts of the partners shall be maintained at
all times in the proportions in which the partners share in the profits and losses of the
partnership.
Profit and Loss
The net profits of the partnership shall be divided equally between the partners and the net
losses shall be borne equally by them. A separate income account shall be maintained for each
partner. Partnership profits and losses shall be charged or credited to the separate income account
of each partner. If a partner has no credit balance in their income account, losses shall be charged
to their capital account.

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43
Salaries and Withdrawals
Neither partner shall receive any salary for services rendered to the partnership. Each partner
may, from time to time, withdraw the credit balance in their income account.
Interest
No interest shall be paid on the initial contributions to the capital of the partnership or on any
subsequent contributions of capital
Management Duties and Restrictions
The partners shall have equal rights in the management of the partnership business, and each
partner shall devote their entire time to the conduct of the business. Without the consent of the
other partner neither partner shall on behalf of the partnership borrow or lend money, or make,
deliver, or accept any commercial paper, or execute any mortgage, security agreement, bond, or
lease, or purchase or contract to purchase, or sell or contract to sell any property for or of the
partnership other than the type of property bought and sold in the regular course of its business.
Banking
All funds of the partnership shall be deposited in its name in such checking account or
accounts as shall be designated by the partners. All withdrawals there from are to be made upon
checks signed by either partner.
Books
The partnership books shall be maintained at the principal office of the partnership, and each
partner shall at all times have access thereto. The books shall be kept on a fiscal year basis, and
shall be closed and balanced at the end of each fiscal year. An audit shall be made as of the
closing date.
Voluntary Termination
The partnership may be dissolved at any time by agreement of the partners, in which event
the partners shall proceed with reasonable promptness to liquidate the business of the
partnership. The partnership name shall be sold with the other assets of the business. The assets
of the partnership business shall be used and distributed in the following order:
(a) to pay or provide for the payment of all partnership liabilities and liquidating expenses and
obligations;

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44
(b) to equalize the income accounts of the partners;
(c) to discharge the balance of the income accounts of the partners;
(d) to equalize the capital accounts of the partners; and
(e) to discharge the balance of the capital accounts of the partners.
Death
Upon the death of either partner, the surviving partner shall have the right either to
purchase the interest of the decedent in the partnership or to terminate and liquidate the
partnership business. If the surviving partner elects to purchase the decedent's interest, he
shall serve notice in writing of such election, within three months after the death of the
decedent, upon the executor or administrator of the decedent, or, if at the time of such
election no legal representative has been appointed, upon any one of the known legal heirs
ofthe decedent at the last‐known address of such heir.
(a) If the surviving partner elects to purchase the interest of the decedent in the partnership, the
purchase price shall be equal to the decedent's capital account as at the date of their death
plus the decedent's income account as at the end of the prior fiscal year, increased by their
share of partnership profits or decreased by their share of partnership losses for the period
from the beginning of the fiscal year in which their death occurred until the end of the
calendar month in which their death occurred, and decreased by withdrawals charged to their
income account during such period. No allowance shall be made for goodwill, trade name,
patents, or other intangible assets, except as those assets have been reflected on the
partnership books immediately prior to the decedent's death; but the survivor shall
nevertheless be entitled to use the trade name of the partnership.
(b) Except as herein otherwise stated, the procedure as to liquidation and distribution of the
assets of the partnership business shall be the same as stated in paragraph 10 with reference
to voluntary termination.

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45
Arbitration
Any controversy or claim arising out of or relating to this Agreement, or the breach
hereof, shall be settled by arbitration in accordance with the rules, then obtaining, of the
American Arbitration Association, and judgment upon the award rendered may be entered in
any court having jurisdiction thereof. In witness whereof the parties have signed this
Agreement.
Executed this ______________ day of _________________, [Insert Year] in [Insert
City, State].
Signature of Party 1:-

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46
RIGHTS & DUTIES OF THE PARTNERS
We hereby, after hearing all the terms and conditions of the partnership put our
hands to this deed on the said date, month, year.
RIGHTS OF THE PARTNERS DUTIES OF THE PARTNERS
Each & every partner has a right to take
part in day to day activities of firm.
Each and every partner is liable to deal
honestly in the business of the firm.
Each & every partner has a right to
inspect books of account of the firm.
Each and every partner is liable to work
hard & with dedication to achieve the
common goal of the firm.
Each and every partner has a right to
express his opinion.
Each and every partner is liable to
make sure that assets of the firm will be
protected & will be used in productive
manner.
have share in the profit of the firm.
Each and every partner is liable to
indemnify the firm in case of any loss
occurs to the firm due to his
misconduct.
receive interest on the loan and capital
contribution made to the firm.
be indemnified by the firm.
No partner is allowed to transfer his
interest in the firm without the common
consent of other partners.

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47
CERTIFICATE OF REGISTRATION
THE BANGLADESH PARTNERSHIP ACT, 1932
(Act No. IX of 1932)
Registration No. 510/DHAKA32
It is certified that a firm by name Sweet Dairy with its head office at 4,5,6Faizan
Plaza, Opp. Irshad Bazaar, Motijheel, Mohd. Ali Road, Dhaka, Bangladeshhas this day
been duly registered under Bangladesh Partnership Act,1932 ( Act No, IX of 1932).
Give under my hand this day of 01/01/2013.
Registrar/Assistant Registrar of Firms
Dhaka, Bangladesh

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48
WHATIS TECHNICAL FEASIBILITY?
delivered (i.e. material, labour, transportation, where the business will be located, technology
move through business to physically reach to market.
Milk Supply
As Milk is basic necessary for our service, we must require regular supply of Milk. At
Dhaka Square, there is full supply of Milk. So it is appropriate for us. If there are problem of
Milk supply from corporation, we have engaged a Milk tank for storage of Milk.
Electricity Supply
down in working hours. We have electricity connection from Torrent Power. If there is power
cut of electricity, we have provided generators to produce electricity and keep the work continue.
Communication
There are many telecom companies are available in the area, we have selected BSNL for
landline connection and for broadband service to keep contact with our valuable customers. We
also have our own website to interact with our customers.
requirements of service can be fulfilled should be selected. So bykeeping it in mind we have
There area is heart of the city and having very house nearby.

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FURNITURE & FIXTURE
IBnnIn Rs.
Particulars Quantity Price Total
Sofa set 3 12000 36000
Table Glass 1 1300 1300
Cabin Table 1 3000 3000
Receptionist
Table
2 1800 3600
Cupboard 4 7000 28000
Revolving Chair
(small)
5 1700 8500
Revolving Chair 1 2600 2600
Plastic Chair 6 250 1500
Light board 10 300 3000
Wall Clock 4 250 1000
Notice board 1 200 200
Suggestionbox 1 100 100
Fans 10 1100 11000
AC 1 20000 20000
Tube light 12 350 4200
Tea &coffee
machine
1 5000 5000
Water Cooler 1 15000 15000
Water purifier 1 2000 2000
Total Rs. 146000

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MISCELLANEOUS ASSETS
INIn Rs.
Particulars Quantity Price Total
Laptop 1 30000 30000
Computer 2 17000 34000
LCD 1 17000 17000
Printer 1 3000 3000
Generator 1 48000 48000
Air conditioner 2 20000 40000
Music System 1 5000 5000
Total Rs.177000

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MACHINERIES
Milk Pasteurizers
Click to Zoom Milk Pasteurizer HTST continuous pasteurizers are extensively used for
pasteurization of milk and cream in dairy & food industries. Plate heat exchangers based
pasteurizer offer enormous convenience for processing milk, cream with flexibility, high thermal
efficiency and effective heat transfer. The system is compact, requires minimal space and is very
easy to expand capacity by adding additional plates.
Curd Yogurt Dahl Lassie Plant
Curd Yogurt Dahl Lassie Plant

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52
 SVE manufactures process lines for Curd / Yoghurt preparation as per modern automated
process. The
 Yoghurt can be packed in PP Cups 200, 400ml
 Plastic pouches 200ml, 400ml. The line consists of fol lowing equipments
 Yoghurt Vat
 Culture Vat
 Cup Filling Machine (Pneumatically operated)
 Incubation Room (Prefabricated)
 Cold storage
Industrial Homogenizer
We are one of the leading manufacturers of Turn Key Liquid Milk Dairy Plants or dairy
processing plants, which are manufactured using superior quality raw material. These are heavily
demanded in dairy industry due to efficient performance and cost effectiveness. Our range is
equipped with in-built features to ensure proper functioning.

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53
Milk Pump
Storage Tank
 We manufacture custom storage tanks for the chemical, pharmaceutical and food
process industries.
Pasteurizer

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54
Mixing Pump
The horizontal ribbon mixer is widely used in industrial production like Powder, viscosity
material or cohesive powders, or mushy materials or powders add liquid materials. Coating, Dry
Mortar, Amuscular, and Thermal Insulation Materials, etc.
Features
Spiral ribbon mixer can provide favorable performance to the mixing of viscosity substances, or
powder particles in coherency property, and the mixing of liquid or pasty substances into powder
particles. The cover can be full open or enplas, it is easy to clean or maintenance machine.
Homogenizer
We are reckoned as one of the chief Dairy Homogenizers Manufacturers, Exporters and
Suppliers based in India. Made using superior quality raw material, these Dairy Homogenizers
are widely demanded in dairy industry due to their better performance and high efficiency. The
Dairy Homogenizers offered by us are widely appreciated for enhancing the consistency of a
product by dispersion. The Dairy Processing Plants offered by us are known for upgrading

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the color, flavor and appearance of the products and even avoid occurring of the ring
formation.
Advantages:
 Better product stability
 Smoothness of product
 Avoids rise of the cream layer
Dairy Products
Skid Mounted Process
Services for Dairy Industry:

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56
 Boilers, Hot Water Generator, Thermal Fluid Heater's Erection and Commissioning.
 HT / LT Cabling, Power Control Centre, Motor Control Centre , Complete Fabrication
Erection and commissioning.
 Effluent treatment plant for dairy industry.
 Milk, Butterfat and Milk Powder Packing Automatic Form Fill and Seal (FFS) machines.
 Conveyor and product flow automation system.
 Complete refrigerated chain systems for dairy and food industry.
 Dairy machines.
Milk Pouch Packing Machine
The power consumption is less than 1.5 KW in single head and less than 3KW in double
heads machines.
Specifications of our Milk Pouch Packing Machine:
 Weight of the Machine: 750 Kilograms approximate
 Power Supply: 230v A.C
 Motor rating: 0.75 KW
 Power consumption: 3 Kw/Hr
 Product: Any free flow liquid
 Dosage: 200 ml to 1000 ml

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Cream Separator
Max. milk output, l/h
80
Drum rotational speed, min-1 10500
Number of disks in drum, pcs 10 to 12
Milk bowl capacity, l 12
Max. butter-fat content in skimmed milk, % 0.05
Cream/skimmed milk volume proportion adjustment range 1:4 to 1:10

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Dump Tank
Milk Weigh Bowl

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59
Milk Bulk Cooler
Open type in capacity of 500 liters to 3,000 liters
Cylindrical shape closed type bulk milk cooler in capacity
3,000 liters to 10,000 liters
Accessories
Auto cleaning units
Servo voltage stabilizer
Digital dip stick, load cells
Hot water generator system for cleaning

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60
Butter Churner
Avail from us a wide range of Butter Churn, as we are engaged in offering these
products in small as well as in bulk as per the needs. The Butter Churn safe we offer is
to use and is highly demanded by our clients all across the globe. We are offering our
range at market-leading rates as per the needs of our customers.
Butter Churn
Available with us is world-class Butter Churner that is a used to agitate milk cream. This
mechanical device is manufactured using high quality mild steel that is procured from a
reliable and trustworthy vendor base. Designed and developed in accordance with the
specifications provided by our valued clients,

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Cow Bowl
Cattle Drinker 1. Be made of heavy cast iron with brass reinforced valve parts. 2.
Pressure is controlled by tongue to prevent splashing The cattle drinker be made
Tableware at milking machines integrated Cm ref rf. brain Evans Indiana Terri
international co ltd, as election of four side include snap-on tops Inch cow-unfortunate
for. Time the whole stack
Crud / Dahi Packing Machines
Under one-roof packaging machines solutions provider, Vikaash Packaging brings you
world class automatic rotary type cup fill and sealing machine suitable for packing
Curd, Dahi, Juice, Water, Beverages, Yoghurt,Lassi, Butter milk etc. It provides

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complete and fully automated solution for different food processing applications
including dips, humus, pate, yoghurt, cheese, fruit paste, antipasto, cup water, milk, etc.
This machine is suitable for any sealable cups with heat sealable laminates / pre cut
aluminum foil.
Dairy Ghee Boiler Operated
It shall have jacketed insulated half rounded type Ghee Boiler, Completed with S.S. four
legs,Product drain valve center in the vessel, steam inlet &condenset outlet are
provided , Steam trap,safty valve ,pressure guage,airvent,downword type egitator fixed
on top of the center of the ghee boiler fitted with 2 HP geared electric motor, etc.
Ghee Clarifier
Being the leaders in the industry, we offer Dairy Machines and Ghee Clarifier to our
highly valued clients. This clarifier is available with a cast iron frame, worm gear, bowl
hood and disc all that are made up of high grade stainless steel. It is capable to produce
1000, 2000 and 3000 liters of pure ghee per hour and is highly appreciated for its

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63
corrosion resistance, durability and long functioning life. In addition to this, it is provided
with a standard tools and spare parts as the accessories.
Ice CreamMachinery
We advise entrepreneurs in setting up Ice cream Processing plants from 1000 LPD to
5000. We offer latest technologies for setting up and integrating state of the art
technology ice cream plants for processing Ice cream and Frozen Dessert. Frozen
Dessert is similar to Ice Cream with only difference that Frozen Dessert is made from
Vegetable fat instead of Dairy fat.
We advise entrepreneurs in setting up Ice cream processing plants from 100 LPD to
5000 LPD. We offer latest technologies for setting up and integrating state of the art
technology ice cream plants for processing Ice cream And Frozen Dessert. Frozen
Dessert is similar to Ice Cream with only difference that Frozen Dessert is made from
Vegetable fat instead of Dairy fat.

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64
Khova Machine Gas withDessel
Stainless Steel Jar with welded 16 mm.Carbon Steel Bottom Plate fitted with elbow,
Side covers in Carbon Steel Sheet, Top plate 6mm. Carbon Steel plate , fitted with 1.5
H.P.single/three phase electric motor with heavy duty gear box. It shall have smoke free
combustion chamber and both gas and diesel burners are refractory insulated to
prevent heat loss. The other structure is made from Carbon Steel angle & pipe. Jar,
Scraper & vertical bar in S.S. & Also manifold, pigtail, control valve,T-50 Type Gas
burner, DieselBurner, Diesel Storage Tank, Diesel Pipe Line, 50 No.Blowar, Blower
Pipe Line &Glass wool Insulated Partition Board are Provided. All Carbon Steel &Mield
steel surfaces are PVC painted.
Lab ModelPasteurizer

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65
Milk Weigh Bowl
Our company specializes in providing our clients the best possible types of Milk Bowl
Weighing Systems. This particular equipment is suitable for small milk collection
centers. The body of the equipment is made up of stainless steel and can hold high
capacity of mil...

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66
 CHEMICALS
Vegetable Fat Powder
Sodium Citrate
 Dairy Treatment Chemicals

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67
 Chlorine Dioxide for Dairy Farming

 Dairy Chemical


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68
LOCATION ANALYSIS
The location of the unit is very important aspect in economic analysis of any project as it
plays vital role in continuing life of the organization to have future advantages. Location of
the unit means a specific site in the region where the organization is to be started. For
selecting the location all the pertinent factors influencing the location have to be considered
and weighted out very carefully.
1. Proximity to Customers
Satellite is considered to be both Commercial as well as Residential area. There are many
automobile outlets situated in this area so we will easily get access to our target segments.
2. Good Visibility
As the station is situated on the ground floor in front of main road we could avail the
advantage of great attention of people.
3. Higher income Groups
This area is considered to be economically developed area so we can capture upper-
middle and higher income group people.

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PLANT LAYOUT

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70
Market Feasibility
Product Level
Milk is a perishable commodity and spoils very easily. Its low acidity and high nutrient content
make it the perfect breeding ground for bacteria, including those which cause food poisoning
(pathogens).
Bacteria from the animal, utensils, hands, and insects may contaminate the milk, and their
destruction is the main reason for processing. This preservation of the milk can be achieved by
fermentation, heating, cooling, removal of water, and by concentration or separation of
components, to produce foods such as butter or cheese.
The degree to which milk consumption and processing occurs will differ from region to region. It
is dependent upon a whole host of factors, including geographic and climatic conditions,
availability and cost of milk, food taboos, and religious restrictions. Where processing does exist,
many traditional techniques can be found for producing indigenous milk products. These are
more stable than raw milk and provide a means of preservation as well as adding variety to the
diet. In addition, the introduction of western-style dairy products and the subsequent setting up of
small-scale dairies has provided more choice of dairy products to the consumer.
Nutritional significance
Milk is often regarded as being nature's most complete food. It earns this reputation by providing
many of the nutrients which are essential for the growth of the human body. Being an excellent
source of protein and having an abundance of vitamins and minerals, particularly calcium, milk
can make a positive contribution to the health of a nation. The realization of its nutritional
attributes is clearly illustrated by the implementation of numerous 'school milk programmes'
worldwide.
Fermented-milk products such as yoghurt and soured milk contain bacteria from
the Lactobacilli group. These bacteria occur naturally in the digestive tract and have a cleansing
and healing effect. Therefore the introduction of fermented products into the diet can help
prevent certain yeasts and bacteria which may cause illness.
Many people suffer from a condition known as 'lactose intolerance'. This means that they are
unable to digest the milk fat (lactose). Such people can, however, tolerate milk if it is fermented
to produce foods such as yoghurt. During fermentation, lactic acid producing bacteria break
down lactose, and in doing so eliminate the cause of irritation.

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71
The quality of milk
The type of animal, its quality, and its diet can lead to differences in the colour, flavour, and
composition of milk. Infections in the animal which cause illness may be passed directly to the
consumer through milk. It is therefore extremely important that quality-control tests are carried
out to ensure that the bacterial activity in raw milk is of an acceptable level, and that no harmful
bacteria remain in the processed products.
Average composition (%) of milks of various mammals
Species Water Fat Protein Lactose Ash
Human 87.43 3.75 1.63 6.98 0.21
Cow 87.2 3.7 3.5 4.9 0.7
Goat 87.00 4.25 3.52 4.27 0.86
Sheep 80.71 7.9 5.23 4.81 0.9
Indian buffalo 82.76 7.38 3.6 5.48 0.78
Camel 87.61 5.38 2.98 3.26 0.7
Horse 89.04 1.59 2.69 6.14 0.51
Llama 86.55 3.15 3.9 5.6 0.8
Standard testing procedures
Milk fat
The price paid for milk is usually dependent upon the milk-fat content, and this may be
determined either at the collection stage or at the dairy using a piece of equipment known as a
butyrometer. Additionally the specific gravity can be measured using a hydrometer. This can
also be used as an aid to detect adulteration.
Bacterial activity
Routinely it is necessary to check the microbiological quality of raw milk using either methylene
blue or resazurin dyes. These tests indicate the activity of bacteria in the milk sample and the
results determine whether the milk is accepted or rejected.
Both tests work on the principle of the time taken to change the colour of the dye. The length of
time taken is proportional to the number of micro-organisms present (the shorter the time taken,
the higher the bacterial activity). It is preferable to use the resazurin test as this is less time-
consuming. For these tests, basic laboratory equipment will be needed such as test-tubes, a water
bath, accurate measuring equipment, and a supply of dyes.

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72
After collection the milk should ideally be stored at a temperature of 4°C or below. This is
necessary to slow the growth of any contaminating bacteria.
Phosphatase test
For pasteurized milk, it is possible to ensure that pasteurization has been adequately achieved by
testing for the presence of the enzyme phosphatase. The destruction of phosphatase is regarded
as a reliable test to show that the milk has been sufficiently heat-processed, because this enzyme
(present in raw milk) is destroyed by pasteurization conditions.
It is stressed that pasteurization is an effective safeguard against spoilage and food poisoning
only if the milk is not re-contaminated after pasteurization.
Processing
Liquid milk
Milk can be kept for longer periods of time if it is heated to destroy the bacteria or cooled to slow
their growth. Pasteurization and sterilization are the two most commonly-used heat treatments.
Technically, it is possible for both to be carried out on a small scale, but they are most usually
performed on a larger industrial scale due to the need for qualified, experienced staff and
accurate and strictly controlled hygienic processing conditions.
Production stages for pasteurized and sterilized milk
Equipment required
Processing stage Equipment Section reference
Store at 4°C
Refrigerated storage 15.0
Thermometer 63.0
Test for fat
content
Butyrometer 64.5
Test specific
gravity
Hydrometer 64.4
Test bacterial
activity
Supply of dyes 64.6
Thermometer
Basic laboratory equipment is
required for most of the tests
63.0
Filter Filter cloth 0.80

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73
Filter press 29.2
Homogenization Homogenizer 37.0
Fill into bottles
Liquid-filling machine 28.1 - refer to Packaging chapter for notes
on the preparation of sterilized bottles
Capping machine 47.2
Pasteurization
Boiling pan 48.0
or pasteurizer 50.0
Heat source 36.0
Thermometer 63.0
Sterilization
Pressure cooker 48.0
Retort 05.1
Heat source 36.0
Thermometer 63.0
Cool Bottle-cooling system Refer to the Packaging chapter for details
Homogenization
Homogenization breaks up the oil droplets in milk and prevents the cream from separating out
and forming a layer. This is of particular importance for sterilized milk which has a long shelf-
life and when the formation of a cream layer is not desired. Additional changes include increased
viscosity and a richer taste. Homogenizers are more usually designed for industrial-scale
production, but it is possible to purchase smaller versions.
Filling
The most common packaging material for both pasteurized and sterilized milk is glass bottles
sealed with either foil or metal caps, although plastic bottles, plastic bags, and cardboard cartons
are all used when bottles are not available or too expensive.
Pasteurization
Pasteurization is a relatively mild heat treatment, (usually performed below 100°C) which is
used to extend the shelf-life of milk for several days. It preserves the milk by the inactivation of
enzymes and destruction of heat-sensitive micro-organisms, but causes minimal changes to the
nutritive value or sensory characteristics of a food. Some heat-resistant bacteria survive to spoil
the milk after a few days, but these bacteria do not cause food poisoning.
The time and temperature combination needed to destroy 'target' microorganisms will vary
according to a number of complex inter-related factors. For milk, the heating time and
temperature is either 63°C for 30 minutes or alternatively 72°C for 15 seconds. Only the former

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74
combination is possible on a small scale and for this the simplest equipment required is an open
boiling pan. Better control is achieved using a steam jacketed pan, and this can be fitted with a
stirrer to improve the efficiency of heating. Both of these are batch processes which are suited to
small-scale operation. A higher production rate may be possible using a tubular-coil pasteurizer.
This equipment has been tested and has been successful for some fruit products but it is presently
still at a developmental stage.
Sterilization
Sterilization is a more severe heat treatment designed to destroy all contaminating bacteria. The
milk is sterilized at a temperature of 121°C maintained for 15-20 minutes. This can be achieved
using a retort or pressure cooker. Unlike pasteurization, this process causes substantial changes
to the nutritional and sensory quality of the milk. In some countries, flavoured milk has become a
very popular product.
However, sterilization is not recommended for small-scale production for the following reasons:
The cost of a retort and ancillary equipment is high for the small-scale processor.
It is essential that the correct heating conditions are carefully established and maintained for
every batch of milk that is processed. If the milk is overheated, the quality is reduced, and it may
have a rather burnt taste and aroma.
If the milk is not heated sufficiently, there is a risk that micro-organisms will survive and grow
inside the bottle. In low-acid foods such as milk, many types of bacteria including Clostridium
botulinum can grow and cause severe food poisoning.
Due to the potential dangers from food poisoning, the skills of a qualified food
technologist/microbiologist are required in order to routinely examine samples of sterilized milk
that have been subjected to accelerated storage conditions. This requires a supply of
microbiological media and equipment.
In summary, the process of sterilization requires a considerable capital investment, the need for
trained and experienced staff, regular maintenance of sophisticated equipment, and a
comparatively high operating expenditure.
Cooling
Pasteurization does not destroy all of the micro-organisms, therefore the milk has to be cooled
rapidly to prevent the growth of surviving bacteria. Cooling can be achieved on a small scale by
using a bottle-cooling system. A system is outlined in the Packaging chapter.
Storage

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75
Pasteurized milk has a shelf-life of 2-3 days if kept at 4°C. Maintaining this low temperature
causes a substantial increase to the cost of transportation and distribution and is therefore a major
disadvantage to the development of a small-scale pasteurized milk business. If packaged in
sealed bottles and stored at room temperature, sterilized milk should have a shelf-life in excess of
six months.
Separation of milk components
Cream
When milk is left to stand for some time, fat globules rise to the surface forming a layer of fat (or
cream). This can be separated leaving behind skimmed milk as a by-product. There are different
types of cream each with different fat concentrations: single (or light) cream contains 18 per cent
milk fat whereas double (or heavy) cream normally contains 30 per cent milk fat. Cream is a
luxury item and may be used as an accompaniment to coffee, as a filling in cakes, and an
ingredient in ice cream.
Separation
Separation can very simply be achieved by removing the cream with a spoon, however this is a
slow process during which the cream may spoil. For this reason it is more usual to use a manual
or powered centrifuge.’

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76
Production stages for cream
Ingredients Process Equipment Section reference
Raw milk
tested
Store at 4°C Milk churns 62.0
Thermometer 63.0
Separation of milk
fat
Ladle Dairy centrifuge 07.1
Pasteurization Large boiling pan or steam jacketed
pan
48.0
Pasteurizer 50.0
Heat source 36.0
Thermometer 63.0
Fill bottles/pots Funnel or liquid-filling machine 28.1
Pot sealer 47.1
Cool bottles Bottle-cooler See Packaging
chapter
Store bottles at 4°C Refrigerated storage 15.0
Pasteurization
Cream may be pasteurized in a similar way to milk, using a similar time and temperature
combination and the same equipment. Cream can also be sterilized but there is a considerable
loss of quality.
Packaging and storage
Cream can be packaged in glass jars or plastic pots sealed with foil lids. Pasteurized cream must
be stored at a temperature of 4°C to have a shelf-life of several days. Refrigerated storage is
necessary because cream is prone to rapid spoilage.
Butter
Butter is a semi-solid mass which contains approximately 80-85 per cent milk-fat and 15-20 per
cent water. It is yellow/white in colour, with a bland flavour and a slightly salty taste. It is a
valuable product that has a high demand for domestic use in some countries and as an ingredient
in other food processing (e.g. for confectionery and bakery uses).

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77
The principles of preservation are:
to destroy enzymes and micro-organisms by pasteurizing the milk
to prevent microbial growth during storage by reducing the water content, by storing the
product at a low temperature, and optionally by adding a small amount of salt during processing.
Production stages for butter
Ingredients Process Equipment Section
reference
Cream or soured cream Store at 4°C Milk churns 62.0
Thermometer 63.0
Churning Butter churns 13.0
Draining (pour off
buttermilk)
Washing
Draining (pour off
washwater)
Permitted colours and salt
(optional)
Kneading/working Butter pats 04.0
Form into blocks Butter pats 04.0
Packaging Paper/plastic/ foil
wrapping
Wrapping machines
47.3
Storage at 4°C Refrigerated storage 15.0
Churning
Churning disrupts the emulsion of fat and water and as a result the milk-fat separates out into
granules. This process takes place in a butter churn.

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78
Churning cream
Churning is continued until fat granules are present and at this stage the mixture is drained to
remove liquid that has separated from the granules. This liquid is known as buttermilk and can
be used as either a beverage or as an ingredient in animal feed.
Washing
Clean water equivalent in weight to the buttermilk is added to the churn in order to wash the
butter granules. The wash water is drained away. Churning is continued for a short time to
compact the butter, and once this has been achieved it is removed from the churn.
Forming and packaging
Butter is kneaded to achieve a smooth and pliable texture. This can be done using simple hand-
tools such as butter pats. Alternatively for higher production rates a specially-designed kneader
can be used. Once the butter has a uniform and smooth texture it is formed into blocks with
butter pats and packed in either greaseproof paper or foil wrappers.
Working butter with butter pats
Storage
Due to its high fat composition, butter must be stored at temperatures below 10°C otherwise the
fat becomes rancid and imparts undesirable 'off' flavours. The water droplets in butter (20 per
cent) can also allow bacteria to grow if it is not kept under cool conditions.
Ghee
Ghee is made from butter which has been heated and clarified. At ambient temperatures it is a
semi-solid mass with a granular texture, but on melting (40°C+) it turns into a clear, thin liquid.
It has a high demand in some countries for domestic use, as an ingredient for local food
production (for example bakeries and confectionery manufacturers), and as an export
commodity.
Alternatively, cream is boiled gently to evaporate the water. During boiling the product is stirred
continuously until the milk proteins start to coagulate, forming particles, and the colour of the
cream darkens. Heating is stopped and the product is left to set. The particles settle at the bottom
of the vessel and the milk-fat is separated. The principles of preservation are:
heating to destroy enzymes and contaminating microorganisms

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79
to reduce the water-content by evaporation, and in doing so prevent the growth of micro-
organisms.
Production stages for ghee
Ingredients Process Equipment Section
reference
Butter Heating Heat source 36.0
Large boiling pan or steam jacketed
pan
48.0
Cool to room temperature Thermometer 63.0
Filter Filter cloth 08.0
Fill into jars/pots Funnel or liquid-filling machine 28.1
Store at ambient
temperatures
Packaging and storage
Metal containers are normally used. They should be thoroughly cleaned, especially if they are re-
usable, and they should be made airtight. Alternatives to metal cans include coloured glass jars
with metal lids, or ceramic pots sealed with cork/plastic stoppers.
Ghee is usually stored at room temperatures as cold storage affects the granular texture. Thus
ghee is useful for those consumers with no access to refrigeration.

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80
Competitions Level
1. Brand competition
It is a Known fact that there is an existence of competition in any brand. In a Dairy
Product, there are many brands such as Chees, milk, ice cream etc which are already established
brands and have a good share of markets.
2. Industry competition
There is also an existence of competition between industries. Dairy Product industries
faces the same competition from same product. Similarly dairy company suffer from various
local milk product.
3. Generic competition
This is the competition among those goods and services which can be bought instead of
a particular service. Generic competition for Dairy Product services is different as there is
different price level for different services.

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81
The Service Package
“The ‘Package’ concept of service product suggeststhat what youoffer to the
market is a bundle of different services tangible and intangible ,but there is a
main or core service and around it are built the auxiliary or facilitator services”
Free Delivery Of Milk Product
Other Valuable Service
Customer FeedBack

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82
PRICE
“Price meansthe amount of money charged for a product or service or the
some value s that consumers exchange for the benefits if having or using the
products or service.”
There are a several different factors that cause the variations in prices for Milk
Product. Usually, Milk Product vary from facility, what type of Milk Product you have,. The
size of the Milk Product has a lot to do with the Milk Product detailing prices. If you have
protin milk, the time for the detailing procedure will be less and the labor will have to use
fewer amounts of materials.
Milk Product prices also count on the packages which are availed. There are many
types of packages, which differ in the services included in them. Upgraded packages will
include additional services apart from these typical ones.
Pricing Methodology
We had adopted a cost plus profit job costing method of pricing in order to determine the
price of the complete Milk Productservices, because it is easy to compute, easy to understand
and consistent to maintained.
Service Tax
Taxes refer to the tax to be paid on getting services. Here the list price is exclusive of all
the taxes. The current tax rate for Dairy service industry is 10.30%, which is charged on the
amount of services rendered.

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83
Prices Effective March 1, 2015
Dairy
Whole Milk - ½ Gallon - $2.94
Whole Milk - 1 Quart - $2.28
Reduced Fat Milk (2%) - ½ Gallon
- $2.94
Reduced Fat Milk (2%) - 1 Quart -
$2.28
Low Fat Milk (1%) - ½ Gallon -
$2.94
Low Fat Milk (1%) - 1 Quart - $2.28
Fat Free Milk (Skim) - ½ Gallon -
Cheese
Tillamook Medium Cheddar Block
Cheese - 16oz. - $7.29
Tillamook Sharp Cheddar Block
Cheese - 16oz. - $7.29
Tillamook Colby Jack Block Cheese -
16oz. - $7.29
Tillamook Colby Jack Shredded
Cheese - 8 oz. - $4.29
Tillamook Mozzarella Shredded
Cheese - 8 oz. - $4.29
Tillamook Sharp Cheddar Shredded

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84
$2.94
Fat Free Milk (Skim) - 1 Quart -
$2.28
Pro-To-Go Protein Milk (1%) -
Vanilla - 1 Quart - $3.79
Pro-To-Go Protein Milk (1%) -
Chocolate - 1 Quart - $3.79
Chocolate (2%) Milk - 1 Quart -
$2.59
Chocolate (2%) Milk 4-Pack -
$7.99
Strawberry Flavored (2%) Milk - 1
Quart - $2.28
Half and Half - 1 Quart - $3.54
Half and Half - 1 Pint - $2.44
Whipping Cream - 1 Quart - $5.99
Whipping Cream - 1 Pint - $3.64
Classic Eggnog - 1 Quart -
$3.49 (seasonal)
Cinnamon Eggnog - 1 Quart -
$3.49 (seasonal)
Cheese - 8 oz. - $4.29
Tillamook Medium Cheddar Sliced
Cheese - 8 oz. - $4.29
Tillamook Sharp Cheddar Sliced
Cheese - 8 oz. - $4.29
Tillamook Colby Jack Sliced Cheese -
8 oz. - $4.29
Tillamook Pack-It-Pals - 10, ¾ oz.
Medium Cheddar - $4.99
Tillamook Pack-It-Pals - 10, ¾ oz.
Colby Jack - $4.99
Tillamook Special Four Year Aged
Extra Sharp Cheddar Cheese – 16oz.
$12.99 **Runs through December 31

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85
PLACE
“Place refers to the physical existence of the service outlet where the
customers will come into the direct inter course of the service provider and where
services will be delivered by the service provider and received by the customers.”
Address:
SWEET DAIRY P.V.T. L.T.D.
Uttara Bank Bhaban (4th & 5th Floor) 90,
Motijheel C/A Dhaka-1000,
Bangladesh Tel: 7161874,
PABX: 9554236, 9551381 Fax: +880 2 9563319
mail: Sweet@aitlbd.net
http://www.Sweetdairy.com/

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86
Location Analysis:
The reasons for selecting this place are as follows.
1. Proximity to Customers
Satellite is considered to be both Commercial as well as Residential area. There
are many Farmers situated in this area so we will easily get access to our target segments.
2. Good Visibility
As the station is situated on the ground floor in front of main road we could avail
the advantage of great attention of people.
3. Higher income Groups
This area is considered to be economically developed area so we can capture
upper-middle and higher income group people.
4. Better Facilities & Low Cost
This area is well equipped with the basic facilities like water supply, Street light
Electricity etc. This all facilities are easily available.

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87
PROMOTION
“Promotion mix is a specific blend of Advertising, Sales Promotion, Public
Relations, Personal Selling and Direct Marketing tools that the company uses to
pursue its advertising and marketing Objectives”
As members of the dairy industry, we believe in the health benefits of dairy, know how modern dairy
operations function, and follow sound farm practices that lead to safe and quality dairy products. But
many of the people who consume our dairy products don’t share that awareness. That makes the
promotion of what we do and how we do it so vitally important.
UDIM supports dairy promotion events designed to fulfill the following health, education and
consumer confidence goals of the national dairy .
1. Enhance awareness of the nutritional and health benefits that come from including dairy
products as part of a balanced diet.
2. Increase knowledge about and awareness of the dairy industry.
3. Advance the image of the dairy industry and foster public trust.
The mention of special events and promotions may bring to mind images of high-tech advertising and
high-pressure sales tactics. But nothing flashy is required, just a genuine desire to connect with
community in ways that make sense. Getting to know one another as neighbors, supporting
community causes, and sharing the goodness of dairy are all natural extensions of dairy farm
stewardship. Partnerships with other community groups, institutions and even other dairy farmers is
encouraged for mutual assistance, positive affiliation and more far-reaching results.

_____________________________________________________
88
To help cultivate ideas of more personable ways for dairy farmers to connect with community, several
different, highly adaptable promotional events are outlined here. Each has been developed and used by
an actual Michigan dairy farmer to help build relationships and promote dairy in his/her home
community through:
 Participation in an existing local event; or
 Partnership with another community entity/organization; or
 Sponsorship of a community event; or
 Self-hosting a dairy farm event

_____________________________________________________
89

_____________________________________________________
90
Advertising

_____________________________________________________
91
“Advertising isany paid formof non-personal presentation and promotion of
ideas, goods and services by an identified sponsor.”
- American Marketing Association
Milk, they say, is an important source of calcium that helps kids grow up big and strong.
Milk is said to contain vital nutrients and to help prevent osteoporosis. The U.S. Department of
Agriculture, through its food dietary guidelines, says that everyone should get 2-3 servings of
dairy every day.
And, indeed, Bangladesh a love affair with milk. The average person living in the
Bangladesh consumes over 600 pounds of dairy products every year, including about 420
pounds of fluid milk and cream, 70 pounds of various milk-based fats and oils, 30 pounds of
cheese, and 17 pounds of ice cream. In aggregate, Bangladesh dairy farmers produce 163 billion
pounds of milk and milk products a year.

_____________________________________________________
92

_____________________________________________________
93

_____________________________________________________
94
1. Mission
Advertising goal of Dairy products is to spread awareness among the target customers through
specific communication tasks and achievement level to be accomplished in a specific period of
time.
The short term aims
1. To create awareness among the customers about the dairy product.
2. To inform customers about our quality, affordable price, testing services effect, latest
technology used in dairy product.
The long term aims
1. Expansion towards new market.
2. To increase the interior.
2.Money
Although advertising is treated as current expense, part of it is really an investment that builds
up on tangible assets called brand equity. As ours is a new organization we have to spend a large
amount on advertising to create awareness and to gain the viewership.
3. Message
“WE Think Of You”
The message’s impact depend not only on what is said, but also often more important on how
it is said. So the message generation plays an important role in organization’s image or
reputation.
4. Media
Advertising media is a means through which advertisers communicate their
messages to target people with a view to influence them in terms of advertising objectives. For
dairy product advertising we have to use several media. Because it’s a new business in our country
and people are not aware of this service yet. So we have to advertise more to make them aware of
this new opportunity of dairy product. We use the following means to advertise:

_____________________________________________________
95
Newspaper
Newspapers are widely circulated in all the section of our society and will help us to
send our message to each and every resident. We would be advertising in leading newspaper of the
area.
Particulars Cost(Rs.) Frequency
(per year)
Total Cost
Daily
BhorerKagoj
20cm,4th
page, 25000 6 15000
Jugantor 10cm,lastpage 22000 4 88000
Hoardings
Radio 89.2 FM
Area Cost(Rs.) Frequency(per year) Total cost Rs.
 Rajshahi 200000 1 200000
 Gazipur 100000 1 100000
Time slot Cost per sec.
(Rs.)
Frequency Total Cost
20 sec. 120 50 times 120000

_____________________________________________________
96
Magazines
Particular Cost(Rs.) Frequency Total Cost
Holiday 15000 3 times in
year
45000
Leaflets with Newspaper
Perticulars Cost per
copy
(Rs.)
Total cost
of
Copies
Frequency Total
Cost(p.a)
25000
Copies
0.80 20000 6 times in
year
120000
Commission on Leaflets
Particulars Cost per 1000
copy (Rs.)
Commission
0n Copies
Frequency Total
Cost(p.a)
25000
Copies
120 3000 6 times in a
year
18000

_____________________________________________________
97
5. Measurement
The advertising program should evaluate both the communication effect and the
sales effect of advertising regularly. Measuring the communication effects of an advertisement-
copy testing- tells whether the ad is communicating well or not. The sales effect of advertising are
often harder to measure than the communication effect because sales are affected by many factors
besides advertising- such as product features, price and availability.
Sales promotion
“An activity designed to boost the sales of a product or service. It may include an
advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or
trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive
prizes, temporary price reductions, door-to-door calling, telemarketing, and personal letters on
other methods”. In short Sales promotions are short-term incentives to encourage the purchase or
sale of a product or service. It may be classified as follows:
Consumer oriented sales promotions
Gift:We are giving Dairy Productto those customers who have availed
the scheme of jumbo combo pack.
Free Service:At Sweet dairy, we are giving free Dairy Product.
Package Offer: We are providing service at lower rate to the subscriber of
jumbo combo pack.
Direct Marketing
Direct marketing is one of the promotion tools by which advertisers approach potential
customers directly with products or services. The most common forms of direct marketing are
telephone sales, solicited or unsolicited emails, catalogs, leaflets, brochures and coupons.
Successful direct marketing also involves compiling and maintaining a large database of personal
information about potential customers and clients. These databases are often sold or shared with
other direct marketing companies.Following are tools which are used by the firm for direct
marketing:

_____________________________________________________
98
1. E-mails
We often stay in touch with our customer via e-mails & work upon their respective
feedbacks. We are using the facility of ‘Blast Email’ to inform the customers about the
various scheme of our firm.
2. Brochures
A brochure contains information in detail that will help our customers to understand the
services easily.
3. Database of personal Information
At every dealer centre& for our direct visitors, we maintain a good database of our
customer’s information which helps us to reach the potential customers. Our Website plays a
very important role in maintaining the database.
4. Direct-response broadcast advertising (radio)
Our advertisement broadcast at the rate of 120 per second for 20 second ads at 89.2 Radio
FM, 50 times a year. That also helps us for reaching far number of customers.
5. Hoardings
 We have two hoardings in peak areas that creates attention Gazipur
Rajshahiat the rate of 300000 for the year.

_____________________________________________________
99

_____________________________________________________
100
Website with Social Networking
There is a growing number of social networking sites focused on business users and
meeting their needs. Online networks can help to hire the right people, market the product or
even find a manufacturer.
We had designed our website www.sweet dairy.webs.com in an interactive way with
Social networking facilities. we have tried our best to keep our customers in contact with the
help of social networking facilities. Here, on this site they can be in contact with our team and
other milk lovers too. By using the online social media sites to introduce dairy industry, our
business and services will get a wide view. Over a time we will build brand awareness among
people there. So we set up MySpace page, Twitter account, LinkedIn, Face book, Fraudster, Hi5
profiles etc and link each of them to your website. It will list out the recent activities of the
members so that we have the easy look around on the dairy industry busines
On a Initial Stage, dairy industry has decide to focused on the following ceteria to get
more customers to the website, using the free resources available on the Internet;
(1) Free Social Media to Get Customers (2) Free Guerilla Techniques to Get Customers (3)
Visit Online Groups to Get Customers (4) Online Articles to Market Yourself (5) Advantage of
Free Business Listings (6) Free Online Blogging to Get Customers to Your Website (7) Free
Internet Tools to Get Customers to Your Website (8) Create a Video to Get Customers (10)
Optimize Your Website to Get Customers.
Our website helps us to maintain the record of the visitors at a different point of time i.e. click
streaming record thereby help in promoting various scheme and offers. Thus it acts as an
important tool for promotion and help in providing them latest news ofDairy Product.

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101
PROCESS
“Processmeansthe procedures, mechanism, and flow of activities by which a
service is acquired. Processdecisionsradically affecthow a service is delivered to
customers.”

_____________________________________________________
102
PHYSICAL EVIDENCE
Services being intangible it is difficult to touch, and judge them so it becomes
necessary for marketer to cannibalize the intangible so as to provide customers
with various clues to make purchase decision. This task is performed by physical
evidence.
Name: “sweet dairy”
LOGO:

_____________________________________________________
103
Punch Line :
Tan kishakti , man ki shakti
Sweet dairy ke ,sath sub ki shakti.
VISITING CARD:
Location:Bangladesh
Website:www.sweet dairy.webs.com
Equipments:Laptop, Desktop, Air-conditioners, Furniture, water cooler,
Television, Job Card, Suggestion Box etc

_____________________________________________________
104
PEOPLE
It is rightly said that-“ Employees represent the organization to the customers and a
service company can be only as good as its people.”
If these people are not given training than the entire marketing efforts may not prove to
be effective. It is often challenging for service organization to differentiate itself for similar
organizations in the benefit bundle it offers or its delivery system. Organization can gain a strong
competitive advantage through appointing workers and employees with specialized knowledge
as per the requirements in the respective field. People are important in service marketing
because;
People deliver the services
People get the satisfaction
Service become successful by the people
Company gets goodwill and image.
Factor motivating
Various factors that help in motivating the employees are Ambience of the place, Easy
work scheduled, Company policies, Pay package, Work culture, Position etc.

_____________________________________________________
105
Organization Chart
Official Working Hours: 8:00am-7:00pm
PARTENERS
GENERAL
MANAGER
(1)
ACCOUNTANT
(1)
SUPERVISOR
(1)
PEON
(1)
FOREMAN
(8)
RECEPTIONIST
(2)

_____________________________________________________
106
Designation No. Of Employees Salary(Per Month, Per
Worker)
General Manager 1 22,000
Supervisor 1 12,000
Receptionist 2 7,750
Accountant 1 10,500
Foremen 8 8,750
Peon 1 4,000
Total 14 Rs.65,000

_____________________________________________________
107
Job Specification:
Job Title : General Manager
Education : MBA and PGDCA or equivalent
degree of computer.
Mental Ability : Should be well versed, good
listening skill and Presence of
mind
Language skill : English, Hindi, Bengali
Skills : Speech Clarity, Easily
understanding of the problems,Good power of
expression, Co-operativeand Leadership Skill
Physique and Health : Good Health and Sound Mind
Work Experience : An experience of 2-3 years in any
established organization as finance manager
Job Description:
Reports to : Partners
Supervises : Supervisor, Accountant
Functions
Delegate authority
Motivate to all subordinates
To be able to negotiate with the partners
Check the quality of services
Getting information, analysis and taking good
decision

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