The document provides the job description and specification for the role of General Manager (Marketing) at the Rajasthan State Dairy Development Corporation (RSDDC). The General Manager is responsible for overseeing marketing goals, strategies, and plans. This includes developing new product ideas, analyzing market trends, and managing a marketing team. The job specification outlines required qualifications like a master's degree in marketing, 10 years of relevant experience, and skills in areas like business development, marketing management, and client relationships. The ideal candidate must also be confident, emotionally strong, and able to handle work pressures and teams.

1. An
ASSIGNMENT
ON
“Job Description/Job Specification of a designation (an
employee) or group of designation (group of employees)
belonging to a section of cooperative
organization/FPO/NGO”
Submitted To Submitted By
Sh. S. Y. Deshpande Dr. Rajiv Kumar
Associate Professor Roll No. – 5418
54th Batch-PGDCBM
.
VAINKUTH MEHTA NATIONAL INSTITUTE OF COOPERATIVE
MANAGEMENT, PUNE (MAHARASHTRA)
MINISTRY OF AGRICULTURE AND FARMERS WELFARE, GOVT. OF INDIA

2. ASSIGNMENT No.-2
Subject: Human Resource Management
54th
Batch of PGDCBM
Job Description/Job Specification of a designation (an employee) or group
of designation (group of employees) belonging to a section of cooperative
organization/FPO/NGO
Introduction:
Job Description is a broad and written statement of a specific job in the
organization, based on the findings of a job analysis. Job Description generally
includes duties, purpose, responsibilities, scope, and working conditions of a job
along with the title of the job, and the name or designation of the person to whom
the employee will report. Job description usually forms the basis of job
specification. Job description is a list of job duties, responsibilities, reporting,
relationships, working conditions and supervisory responsibilities.
Whereas, Job specification is a vital part of overview of the job. It provides
information about what kind of candidate is suitable for the given job. Job
specification is defined as a statement about qualification and characteristics of
employee required to perform the job task in a satisfactory manner. It is derived
from job analysis and act as an important tool for the recruitment and selection of
employee. Job specification is the skills, knowledge and abilities required to perform
a particular job is articulated in job specification. It consists of information about
requirements such as experience, education and attributes which will help the
employee to reach the set goals of the job. Job specification is blue print for
the recruitment and selection process. Thus, job specification has to be drafted very
carefully. The HR manager working on job specification should have vision to collect
the information about the ideal candidate for the job. There are four components of
job specification: Educational qualification, experience, skills and knowledge,
characteristics and personality traits.
Educational qualification: This part covers the desired education of the candidate.
Specific terms, such as graduate, post graduate can be used here. The stream of
education should be mentioned, along with the necessary grades which are
required. Many companies also provide notes in terms of over qualification like-
MBA are not required or graduates should not apply in the job specification.
Experience: Job specification should clearly highlight the required experience in a
precise domain to perform the job. It includes details such as experience required
in which industry, number of years of experience, position and domain. For the

3. higher job profile managerial or team handling experience is often required by the
organization.
Skills & Knowledge: This section explains the skills such as communication skills,
leadership quality, team management and many more which are necessary for the
given job role. The term knowledge includes market knowledge, domain knowledge,
and computer language knowledge based on the profile.
Personality traits and characteristics: Here a situational based traits and
characteristics are covered. The way the person should handle the complex
situation in the organization, generic behavior of the candidate is covered in this
section. The emotional intelligence has also given importance in this section of job
specification.
The present assignment is in view of the detail study of job description and
specification of general manager (marketing) who is responsible to represent the
department of marketing of Rajasthan State Dairy Development Corporation.
Rajasthan State Dairy Development Corporation (RSDDC)
Dairy development was initiated by the state government in the early seventies
under the auspices of Rajasthan State Dairy Development Corporation (RSDDC)
registered in 1975. Two years later RCDF assumed responsibility for many of the
functions of RSDDC. It became the nodal agency for implementation of operation
flood in the state. Rajasthan Cooperative Dairy Federation (RCDF) set up in 1977 as
the implementing agency for dairy development programmes in Rajasthan is
registered as a society under the Rajasthan cooperative societies act 1965.
Objectives:
 To carry out activities for promoting production, procurement, processing
and marketing of milk & milk products for the economic
development of animal husbandry/ farming community.
 Development & expansion of such other allied activities as may be conducive
for the promotion of the dairy industry, improvement
protection of milch animals and economic betterment of those engaged in
milk production.
 Organise and provide technical inputs.
 Erection of Dairy, chilling plant, cattle feed plants for unions.
 Study of problems of mutual interest of the Federation and milk unions.
 Impart training and orientation to dairy co-operative members.

4.  Advise, assist and guide milk unions
 Undertake audit and accounts supervision
 Encourage fodder production etc.
Services:
 The marketing activities of the Federation include providing support to the
Milk Unions in milk and milk products marketing, within and outside the
State. RCDF is presently marketing milk & milk products under Saras brand.
 Fresh milk of different compositions and long shelf life tetra pak milk is being
marketed in rural and urban areas. The Federation is a major supplier of
tetra pak milk (UHT) to the armed forces.
 RCDF is also marketing various fresh milk products in Saras brand, which
are, Chhach, Lassi, Shrikhand, Flavoured Milk, Paneer and Dahi. Long life
products such as Cow ghee, Ghee, Table Butter, Skim Milk Powder and Tetra
Pak Milk (Taza Milk and Fit and Fine) are also being marketed.
 Saras Milk Parlours serving a complete range of milk products are operational
at 416 points and there are 3,018 booths and 18,787 shop agencies in
Rajasthan.
Three Tier Structure:
 The dairy co-operative movement operates on three tier system wherein
farmer members own dairy co-operative societies (DCS) which own district
milk producer's union. The unions collectively own the RCDF.
 It is a vertically integrated structure that establishes a direct linkage between
those who produce the milk and those who consume it.
 Federation - Provides service & support to unions. Marketing within &
outside state, Liaison with government and NGO agencies, mobilisation of
resources & coordinating & planning programmes / projects.
 Union - Develops village milk cooperative network, procures milk from DCS,
processes & markets. Sale of cattle feed and related inputs, promotion of
cross breeding through AI and NS, promotion of fodder development and
general support & supervision to DCS.

5.  DCS - Provides input services (AH, AI) to its members and procurement of
milk.
The dairy co-operatives depict the following institutional properties:
 Democratically elected board of DCS, milk unions & Federation from among
their members.
 Adoption of such bye laws which ensure democratic process on the principles
of cooperation.
 Management & ownership of assets by the cooperatives.
 Autonomy in pricing, marketing & appointment of personnel.
 Employment of professional.
 Total control of the organization is in the hands of its members.
Training & Extension
Seven milk unions viz Ajmer, Bhilwara, Bikaner,
Jaipur, Jodhpur, Kota and Udaipur are operating
centres where training is provided for several
area related to DCS operations viz DCS
secretary, Management Committee member, AI
workers, milk tester, first aid worker, chairman
orientation, dairy animal management and
various refresher courses etc.
To enhance active participation of the producer
members in the DCS, to create awareness about improved animal husbandry
practices viz feeding, crossbreeding, animal management and stimulate fodder
production, extension activities are carried out at DCS and at milk unions. Under
farmer's induction & orientation programme, visits to the dairy plants are arranged
to demonstrate the process & disposal of the milk collected from the producers.
Producers also taken to visit the model Indian dairy cooperative-Anand Milk
Cooperative Union (AMUL ) in Gujarat and they in turn educate other milch animal
owners in their area about the practices and benefits of cooperatives. Audio-visual
aids, field demonstrations, extension camps are used to explain feeding, breeding,
fodder development and clean milk production practices.
Marketing Activities:
 The marketing activities of the Federation include providing support to the
Milk Unions in milk and milk products marketing, within and outside the
State. RCDF is presently marketing milk & milk products under Saras brand.

6.  Fresh milk of different compositions and long shelf life tetra pak milk is being
marketed in rural and urban areas. The Federation is a major supplier of
tetra pak milk (UHT) to the armed forces.
 RCDF is also marketing various fresh milk products in Saras brand, which
are, Chhach, Lassi, Shrikhand, Flavoured Milk, Paneer and Dahi. Long life
products such as Cow ghee, Ghee, Table Butter, Skim Milk Powder and Tetra
Pak Milk (Taza Milk and Fit and Fine) are also being marketed.
 Saras Milk Parlours serving a complete range of milk products are operational
at 416 points and there are 3,018 booths and 18,787 shop agencies in
Rajasthan.
QUALITY ASSURANCE PROGRAMME AT RCDF
RCDF’s main role being marketing and support in infrastructural development
with superior quality of products is main concern for establishing brand image of
Saras milk & milk products in the market. The improvement in quality is a
continuous process and start from milk producer to consumer and to build
quality each and every personnel right from MD to attainder need to contribute.
RCDF has designed strategies on six important areas namely:-
1. Raw Milk Quality Control
2. Plant and Process Improvement
3. Adoption of Quality Management and Food Safety System
4. Packaging material quality control
5. Finished product quality control
6. Customer feedback
 Quality norms are prescribed centrally and implemented through affiliated
milk unions. We have strict quality control over incoming milk through
regular testing for detection of adulterants in order to ensure that milk
received in the dairy is completely free from adulteration
 All the milk unions have own independent quality control labs and required
quality testing facilities to ascertain quality of incoming raw milk from Dairy
Cooperative Societies and testing at all stages of processing.

7.  Initial quality of raw milk plays vital role in manufacturing high quality milk
products. To maintain quality standards in raw milk, steps have been taken
to achieve minimum 1 hour MBRT and total bacterial count below 10 lacs/ ml
 The milk & milk products manufactured at Dairy Plants are in accordance to
the provisions of FSSA 2006 and rules made their under and also certified /
graded by BIS/ Agmark.
 To strengthen internal quality control system, samples of milk and milk
products, packaging material and cattle feed are also tested at Central
Quality Control Lab of RCDF. During 2017-18, total 6,519 samples of milk &
milk products, packaging material and cattle feed were analyzed at CQCL.
 RCDF has adopted quality management and food safety system at member
milk unions. Jaipur, Alwar, Hanumangarh , Kota , Bikaner, Bhilwara, Sikar,
Raniwara, Jodhpur and Pali milk union have obtained the IS: 22000:2005.
Rest other milk unions are also in process to obtain ISO certification.
 RCDF and affiliated milk unions have started customer care help line for
redresses of customer complaint and also undertakes consumer awareness
programme to educate consumer about quality, food safety and health and
thereby increase confidence in “SARAS” Brand milk and milk products.
 Vigilance committees have been formed at RCDF and its affiliated milk
union’s level to strengthen the monitoring system
Organization:
 The Federation is a State level apex co-operative organization owned by its
member unions each of which, in turn, is owned the dairy co-operative
societies in its area of operation which are themselves owned by farmer
members.
 The Federation has a board of directors which has overall responsibility for
the planning policies, financial resource mobilisation and management,
member and public relations as well as liaison with agencies of the state and
central government, financing institutions etc. The Federation has a chief
executive designated as Managing Director.
Organization Structure
RCDF Organization structure which is headed by the Administrator or Board of
Directors through Managing Director. Each department is headed by the General
M Manger with sanctioned subordinate staff.

8. As per instruction, the present assignments are based on the job description and
Job Specification of identified designation or group of designation belonging to a
specific department. Thus this study is based on the job description and
specification of the General Manager (Marketing) of RCDF and Group of
designation in marketing department of RCDF.
Structure of Marketing Department
Administrator/Board of
Directors
Managing Director
RCDF
General Managers of
1. Department Finance & Accounts
2. Department of Marketing
3. Personnal & Admin
4. Purchase
5. Quality Control
6. Projects & DPM
7. Supervision and Planning
8. District Milk Fedrations
General manager
Institutional
Development Officer
(Add. Registrar
Deputy Registrar
Asstt. Registrar
Ministrial &
Subordinate Staff
General Manager (Marketing) (01)
Manager (01)
Deputy Manager (02)
Asstt. Manager (06)
Ministrial & Subordinate Staff (09)

9. Job Description of General Manager (Marketing)
Job Title: General Manager (Marketing)
Marketing Manager Job Description:
 Interviews, hires, and trains marketing and sales staff of RCDF.
 Establishes marketing goals based on past performance and market forecasts
for the dairy products of RCDF.
 Oversees current offerings and comes up with initiatives for new products
ideas for the dairy products.
 Researches and analyses market trends, demographics, pricing schedules,
competitor products, and other relevant information to form marketing
strategies for the RCDF.
 Works with marketing staff to develop detailed marketing plans for all media
channels and sales teams for the placement and distribution of dairy
products.
 Approves and oversees the creative development of promotional materials,
website content, advertisements, and other marketing-related projects of
RCDF.
 Communicates with various media buyers, advertising agencies, printers, and
other services to help marketing functions of RCDF.
 Works within the department budget to develop cost-effective marketing
plans for each products of RCDF in the state.
 Tracks all marketing and sales data and creates detailed written reports and
verbal presentations to bring to board of directors of RCDF.
 Adjusts marketing campaigns and strategies as needed in response to
collected data and other feedback from the customer and distributors of
RCDF Milk products in the state.
Job Specification (Skills and Qualifications)
Education Master's Degree in Marketing &
Business Administration
Work Experience 10 years of experience in Marketing in
Dairy Industry
Skill & Knowledge Business Development, or a Related

10. Field, Marketing Management,
Marketing Strategy, Media Channels,
Client Relationships, Creativity,
Adaptability, Research, Analysis,
Writing, Public Speaking, Interpersonal
Communication, Leadership, People
Management, Detail-Orientated,
Budgeting.
Personality Traits & Characteristics Candidate should be confident,
pleasant personality and have friendly
nature, Should be emotionally strong
and has positive thinking, Should be
able to handle the work pressure and
team, Should be comfortable dealing
with clients in high profile situation
Conclusion:
Thus, Job description is the most important thing which a candidate gets about a
job listing. It gives all the relevant and necessary details about a job. The details
which can help one decide whether the job is relevant or not. Qualifications,
roles, responsibilities etc are included in the job description document which
paints a clear picture of what is expected from the particular role. It gives an
opportunity for a candidate to prepare well for a job interview. It also helps
companies identify all skills required by a right candidate.
Dr. Rajiv Kumar
Faculty: ICM Jaipur