This document provides a summary of a project report on marketing activities at Saras Dairy in Jodhpur, India. It discusses [1] the establishment and management structure of cooperative dairy societies in India and at Saras Dairy, [2] the aims and organization of Saras Dairy, and [3] an overview of the marketing department and its role in milk procurement and distribution. The summary highlights the key roles and operations of the cooperative societies and marketing department in supporting milk producers and meeting consumer demand.

1. Project Report on
[Type the document
title]
[Type the document subtitle]
Submitted by
H.O.D OF COLLAGE moh. Imran Khan
satyakama

2. EFACE
Marketing is one most important function in Business. It is the discipline
required to understand customer’s needs and the benefits.
They Seek:
No study can be termed complete if there is no practical experience. Hence
need for training has become a real necessity. The training aims to prepare students
through a process of practical experience. Practical exposure no doubt has
contributed a significant amount of knowledge to me along with real life
experience and was an ideal combination of academic knowledge and practical
experience.
Marketing activities can be regarded as life blood of all business concerns.
In order to enhance the performance of marketing department and overall success
of a business concern study of consumer behavior and their satisfaction sales and
distribution channels, advertisement and competitive advantages is necessary. The
performance of accompany is much important for an organization.
Saras Dairy, Jodhpur is in fact a very ideal location to gain practical
experience. I am sure the experience gained in short duration will go a long way in
all my future endeavors.
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3. PREFACE
The main objective of summer training is to develop skill in student by
supplement to the theoretical study of business management in general. Industrial
training helps to gain real life knowledge about the industrial environment and
business practices. The MBA programmed provides student with a fundamental
knowledge of business and organizational functions and activities, as well as an
exposure to strategic thinking of management.
In every professional course, training is an important factor. Professors give
us theoretical knowledge of various subjects in the college but we are practically
exposed of such subjects when we get the training in the organization. It is only the
training through which I come to know that what an industry is and how it works. I
can learn about various departmental operations being performed in the industry,
which would, in return, help me in the future when I will enter the practical field.
During this whole training I got a lot of experience and came to know about
the management practices in real that how it differs from those of theoretical
knowledge and the practically in the real life.
In today’s globalize world, where cutthroat competition is prevailing in the
market, theoretical knowledge is not sufficient. Beside this one need to have
practical knowledge, which would help an individual in his/her carrier activities
and it is true that “Experience is best teacher”.
I give my sincere thanks to Mr. Hari Singh Shekhawat for proper guidance
and supervision for completion of the project and sharing his experiences which
acted as a source of inspiration.
Mohammad Imran Khan
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4. ACKNOWLEDGEMENT
It has been an enriching experience for me to undergo my summer training
at SARAS DAIRY, which would not have possible without the goodwill and
support of the people around. As a student of LUCKY INSTITUTE OF
PROFESSIONAL STUDIES I would like to express my sincere thanks too all
those who helped me during my practical training program.
Words are insufficient to express my gratitude toward Mr. Hari Singh
Shekhawat, Head of marketing Department for giving me opportunity to do this
valuable project. I fall short of words in stating the magnitude of help provided by
him in every stage of project.
At last but not least my grateful thanks to all my faculty members for the
proper guidance and assistance extended by them. I am also grateful to my parents,
friends encourage & giving me moral support.
However, I accept the sole responsibility for any possible error of omission
and would be extremely grateful to the readers of this project report if they bring
such mistakes to my notice.
Mohammad Imran Khan
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5. CONTENTS
1. Introduction to Indian dairies with its general review
2. Introduction of Saras dairy
3. Establishment formation & Management of Co-operative societies
4. Aims & Objects
5. Organization structure
6. Organization set up of Saras dairy
7. Introduction to marketing
8. Marketing Saras dairy
9. Market share of Milk products
10. Types of Saras milk products
11. Task
12. Daily schedule
13. Main Task & Targets
14. Strategy
15. Problems/constructions/Limitations
16. Learning In The Executive Training
17. Research Analysis along with pie chart, key finding & suggestions
18. Analysis of survey
19. My observation of Saras Dairy
20. Recommendations
21. Conclusions
22. Questionnaire
23. Bibliography
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6. INTRODUCTION TO INDIAN DAIRIES
Lot of Indian people start day with tea and milk. Milk is an essential factor of our
daily life. In India milk business is very old. Dairy business adopt modern concept
in 197 with the help of National Dairy Develop Board through Operation Flood
Plan. In first section of this plan, selected ten states ,In which Mother Dairy was
setup in Delhi, Mumbai, Chennai and Kolkata
Our country is on first position in production of milk. But in filed per capita
availability of milk is almost 900 gm while in INDIA it is almost 200 gm. The ideal
average per capita availability of milk should be least 250gm.
GENEREAL REVIEW
Indian Dairy emerging as sunrise industry and contributes significantly in
generating small and marginal farmers of rural INDIA, besides providing
food security
INDIA is blessed with huge bovine population of 196 million cattle and 80
million buffaloes accounting for 51% if Asia and 19% of world bovine
population—the largest in the World.
Milk production in INDIA has increased from 20 MILLON tones to during
1970 TO 77 million in 1999 which accounts for 20% of the world`s milk
production and stood first in the world`s milk production and registering
growth rate of 5% per year.
India’s dairy industry generates an annual business of nearly Rs 88,000
Crore
Dairy sector provides regular employment to 9.8 million people principal
status and 8.6 million people in subsidiary status, which together constitute
5 percent of total work force
Dairy development owes much to the Anand pattern of Co-operative
The Dairy infrastructure now comprises 25 states federation 170 district
milk unions and around 1,00,00 village cooperative societies, through which
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7. rural milk production and procurement system have been effectively linked
to urban markets consumption centers.
Operation flood brought milk revolution in the country by transforming
dairying into a core economic activity. The main challenge before Indian
dairy sector improving quality, developing international accepted products
and stepping up global marketing strategy.
The future of Indian Dairy industry is promising since its de-licensing in
1992. The interest of multinational and Indian corporate in the industry has
been growing, and the industry’s growth potential is high as there is
sufficient domestic demand and good scope for exports of milk products.
India is emerging as one of the largest and fastest growing consumers
market in the world with high income elasticity of demand of dairy
products. Indian dairying is energy efficient labor incentive and ecological
sound.
Over 80% of milk sold in urban and semi urban areas is non-pasteurized
from unorganized sector. THE overall market for liquid milk is growing 4
percent per annum.
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8. INTRODUCTION OF SARAS DAIRY
The “Feeder Balancing Dairy” Jodhpur is located on the out skirts of Jodhpur city
in Heavy Industrial Area. A uniform piece of 25 acres of land has got road on its
front side two sides of this piece of land are free and at the back long way away is
‘’Central Arid Zone’’.
Paschimi RajasthanDugadh Utpadak Sahakari Sangh, (Jodhpur PRDUSS) was
established in the year 1972, under the Operation Flood Programmed finds from
D.P.A.P. were utilized for the construction of plant at Jodhpur, and later on the
establish various chilling centers. Initially five districts of Jodhpur, Pali, Jaislmer,
Barmer and Nagore were included under PRDUSS. But Pali was hived off later and
was made into an independent union.
Under Jodhpur Union the production of milk is one lack per day while
consumption of milk is 73 thousand liters per day. The excess of milk (60
thousand liters) is send to the central dairy Delhi and Gujarat. At present 485 co-
operative societies and 347- milk collection canter are functioning where average
production of milk is one lack thirty three thousand liters coming in Jodhpur dairy
through 53,198 milk production’s.
Through increase milk production can fight with famine. Man district of Marwar
faces with famine in every year but through increase in milk production they do
earn money and get relief from famine. There is only source of earning money is
selling of milk to DCS. They get payment in cash or bank account after days.
According to dairy officers whenever falling famine in western Rajasthan, in dairy
collection of mill increase. During the famine in Barmer and Jaisalmer district the
collection of milk is increase 45,000 liter. In the last year, December the total
collection of milk was 72,000 liter while this year it is reached 1, 17000 liter. Dairy
provides animal food at cheap rate for maximum production of milk. In Barmer
and Jaislmer village almost 24 bulk cooler through this the problem of farmer is
eliminate. Whenever dairy vehicles reach late, milk keep in these bulk cooler. In
the year November, 2005 after setup new milk centre at Bilara, the collection of
milk was between 30 to 40 thousand liters.
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9. THE ESTABLISHMENT OF CO-OPERATIVE SOCIETIES
In its scheme of functioning, milk cooperative societies were organized in the
village so as to provide and assured market to milk producers and also ensure
equitable return to the farmers by eliminating middleman. A feeder balancing
dairy of 1 lac liters per day capacity at Jodhpur and 4 milk chilling centers of
10,000 liter/day capacity each at pokarn, pali, Balotra and Merta city have been
established. All these plants were commissioned during 1974-76. The capacity of
the main dairy is being expanded to 1.5 lac liters and capacity of existing chilling
centers is being doubled. Looking to the potentiality in the Western area the
Govt. has sanctioned the construction of additional chilling centers at Barmer,
Nagour and Phalodi.
In the initial phases, the sangh started its functioning with only 13
societies through two milk collection routes in 1973-74. Total collection of milk
in the beginning of the Sangh was only 3,500 liters per day. The milk was being
chilled at private Ice Factory at time. The main dairy plant stared its function of 1
November, 1975.
At present Sangh is collecting working about 68,000 liter milk per day through
299 milk co-operative societies. In the coming flush season it is hoped that it will
reach one lack liter per day.
WHAT IS CO-CPERATIVE SOCIETY?
Co-operative means mutual working. In simple words it is an organization of
weaker section to face exploitation of irch persons. In other words co-operative
form of organization is an association of persons where by people of ordinary
means unit voluntarily to protect their economic and social interests. Thus it is
protective mean adopted b such persons. It is based on principal “Each for all and
all for each”
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10. Formation & Management of Co-Operative Societies
Co-operative Societies can be formed and registered under the India Co-operative
Act. The following conditions are essential for of the society.
1. There must be at least minimum ten members.
2. Every member should be adult or major.
3. The members should be resident of that village or the city, where society is
setup.
4. All documents of co-operative societies should be submitted to the registrar
of co-operative society
The Management of co-operative societies is based on democratic Aspect.
Registrar of co-operative societies departments checks the accounts of society. All
the members of the co-operative society elect a working committee that looks
after the work of the society. No remuneration or salary is paid by the co-
operative society to its members.
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11. AIMS & OBLECTS
The scheme aims to achieve the following objects:-
 To Improve the Social & Financial Status of Milk Producers.
 To organizing dairy co-operative societies & Producers Marketable surplus
milk.
 To provides remunerative price to milk producers at the door step.
 To undertake – milk production enhancement activities by promoting
breeding / feeding and hygienic milk production practices.
 To undertake training and awareness programmed against milk producers.
 Market quality processed milk and milk products to the consumers.
 Development of Co-operative milk procurement system in the rural areas
covered under the milk collection routes of the scheme in order to provide
raw milk a channel which is more remunerative than the tradition channel
of conversion of surplus milk into un-economic ghee.
 Establishment of milk processing-cum-manufacturing plant for supplying
pasteurized milk primarily to Jodhpur City.
ORGANIZATION STRUCTURE
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12. Organization is the structure framework of duties and responsibilities required of
personal in performing various within the company. It is essentially a blue-print
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13. for action resulting in a mechanism for carrying out function to achieve the goals
setup by the company.
An organization structure shows the authority and responsibility relationship
between various position in the organization and also clarifies who reports to
whom. It is a set of planned relationship between groups of related functions and
between physical factors. And personnel required for the achievement of
organizational goals.
The organizational structure is generally shown on organization chart. It represent
authority relationship between various position in the organization by showing
who reports to who me. It is a set of planned relationships between groups of
related junctions and between physical factors and personnel required for the
achievement of organizational goals.
An organizational chart is a diagrammatical form which shows important aspects
of an organization including the major function and their respective relationship.
It is graphic portrayal of position in the enterprise and of the formal line of
accountability among them. It provides a bird eye-view of the relationship
between different departments or division of an enterprise as well as the
relationship between the executives and the subordinates at various levels.
An organization cannot work cutting a detents structure. The first step in
designing the structure of an organization is to insetting and group the activities
involved, which’s expressed as departmentation, because of the intimate
connection between the felonry over time and cost accounts it is necessary into
which the factories are usually divided the manner in which they are linked and
way in which they are managed.
In Paschimi Rajasthan Dugh Utpadak Sahakari Sangh Ltd. The overall
management of these cones is under the control of the managing director Mr.R.K.
Sangwa. The organization structure chart of this concern is given as under.
Managing Director---
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14. The managing Director (M.D.) is the key person of the company he gives all the
information to direction of tech, Darnel of administration and directors of works.
Purchases Officer---
Purchase officer is in charge of purchase section who is assisted b two assistants.
They collect information regarding price movement in different markets for each
important markets they have appointed a buying agent who is authorized in
advance to intake the purchase as and whom profited and to supply regularly to
profitable and to supply regularly to the factor on the prevailing terms.
Sales manager----
Sales manager are lineage of sales section of marketing and discharge his duties
with the help other assistant sales manager, two salesmen. Their work to pass the
finished products in the markets.
Store In Charge----
Stores in charge gives the information to purchase and sales section as regards to
how man quantity of raw material (raw milk) is lying in balance in stores and how
many quantities of finished goods (milk & milk products) are in stores.
Personnel Manager---
He is the in charge of personnel department, who is maintaining the records
about costing, financial, and also assets and liabilities.
Account officer-
Accounts officer is the head of the account department, who is maintain the
records about costing financial and assets and liabilities
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15. DEPARTMENTS OF SARAS DAIRY (PRDUSS LTD.,
JODHPUR)
Marketing Department
According to Peter Drucker, “The aim of marketing is to make selling
superfluous.”
Marketing department is one the most important department in every
organization. The marketing activities of the organization include providing
support to the milk unions within and outside the state. The marketing
department conducts various surveys to know the needs and expectations of
the customers.
Marketing department is responsible for the sale of liquid milk. It decides the
routes by which the milk is supplied as well as decides the number of booths in
district and up country. It also appoints distributors for supply of milk from dairy
plant to different areas of district and up country market., Jodhpur is also
marketing various fresh milk products in Saras brand like chhach, lassi, paneer,
shrikhand, dahi and long life products such as ghee, skim milk powder and whole
milk powder.
Various sales promotion techniques are used by marketing department to
increase the sale of Saras products like
It mainly includes the management related with:-
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16. a.)Sales and Marketing
b.))Advertisement
 Hoardings
 Glow sign board
 Gift hampers
 Banners
 Advertisement through local cable
 Wall paintings
c.) Cost Fixation
d) Distribution of Product
 It also cares:
e.) Production and distribution based on consumer needs
f.) Transportation Management
g.) Import – Export management
h.) Packaging
i.) Sales Expansion etc.
j) Incentive schemes to dealers
k.) Consultancy and hiring of marketing agency
Human Resource Department
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17. Human resource is the most valuable asset for any organization. A human
resource manager is responsible to build up an effective workforce, handle the
expectations of the employees and make sure that they perform at their best. In
management human resource management deals with people. Each and every
organization consists of people and an organization has to utilize their services,
develop their skills, motivate them, and make sure that they remain committed
towards the organization to achieve the goals of the organization.
According to Byars and Rue “Human Resource Management encompasses those
activities designed to provide for and coordinate the Human resources of an
Organization.”
The human resource department manages the personnel serving the
organization.
The Human Resource Department performs the following functions:
Creation of posts and appointments.
Verification of character and antecedents
Pay of appointment
Commencement of service
Probation of appointments
Certificate of health
Record of age
Consequence of particulars being false or suppressed
Relinquishment of services by employees and discharge of probationers
Termination of service of confirmed employee
Superannuating and retirement
Option to retire in certain cases
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18. Requirement of medical examination
Retirement on medical grounds
Date of retirement
Privilege leave on retirement and encashment
Postponement of retirement pending disciplinary action
Voluntary retirement
Abandoning duty after period of leave or otherwise
Appointment of experts
Scale of pay
Calculation of joining time
Overstay after joining time
Deputation of employees
Special appointments
Entry, exits and search
Identification, attendance and entry
Provident fund
Gratuity
Leave
Tours and traveling allowances
Transfers
Conveyance facilities
Service record
Recall from leave
Shift working
Operations Department
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19. The operations department defines the working of the organization.
Processes: The steps for preparation of various products are as follows:
Process of making Ghee
Pasteurizer
Cream Separator
(To separate cream from milk)
Cream Tank
(To collect the cream)
Butter Churn
(Where the cream is churned to make butter)
Melting Vat
(The butter is melted in Melting Vat)
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20. Ghee Kettle
(The melted butter boils in ghee kettle)
(This ghee is collected and stored in settling tank)
Packing Department
(Where the ghee is packed in 1 liter and ½ liter packs)
Plain Chhach:
This is pasteurized milk which contains 3.1% fat and 8.6% SNF and acidity 1.08%.
This milk is boiled at 40 degree celcius and 3% curd is added. It is diluted by 40%
DTM. This is packed in 500 ml packets and supplied to the market for sale.
Namkeen Chhach:
In plain chhach various ingredients like 0.6% salt, 0.3% jeera, 0.15% rock salt and
0.1% pepper is added to make namkeen chhach and packed in 200 ml packets and
supplied to the market for sale.
Lassi:
In plain chhach 12% sugar is added to make lassi and packed in 200 ml packets
and supplied to the market for sale.
Paneer Segment:
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21. Milk from SILO
Paneer Vat
(In this Vat the milk contains FAT 5.0% and SNF 9.0%.)
The milk boils in paneer vat at 80 degree celcius and 2% citric acid is added in this
milk to separate FAT, SNF and water
Paneer Hook
(Then curded milk is pressed in paneer hooks for 45 minutes, then this paneer is
put into chilled water at 5 degree celcius)
Packaging Department
(Here the paneer is packed in 1 KG and 200 gm for sale)
Facilities:
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22. Saras Dairy, Jodhpur (PRDUSS Ltd., Jodhpur) provided the following facilities
during operations:-
1) Safety for workers
2) Medical facility
3) First aid facility
4) State of the art technology is used
5) Insurance cover for workers
6) Fire extinguishers are installed in the plant
Finance Department
Financial Management is defined as making available the required funds at an
acceptable cost and making sure that the funds are suitably invested according to
the plan. This task is performed by the Finance Manager of the organization.
Capital Structure Theories
The two sources of long term finance for a firm are
1) Equity Capital: - Equity capital is the owner’s own capital invested in the
business.
2) Debt Capital: - Debt capital is the capital raised from other sources which is
invested in business.
Arrange finances through loans from ICICI and HDFC.
Final accounts are maintained yearly.
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23. Daily transactions are maintained in one day business.
Budget is prepared by the Accounts Department.
Financial Ratio Analysis
Ratio analysis is a widely used tool of financial analysis. It can be used to compare
the risk and return relationship of a firm of different sizes. It is defined as the
systematic use of ratio to interpret the financial statements so that the strengths
and weaknesses of a firm as well as its historical performance and current
financial condition can be determined. The term ratio refers to the numerical or
quantitative relationship between two items/variables.
Ratio analysis is a systematic use of ratios to interpret the performance and status
of the firm.
Current ratio: This ratio reveals the relationship between current assets and
current liabilities.
Current ratio = current assets / current liabilities
Quick ratio/ acid test ratio: The acid test ratio is the ratio between quick
current assets and current liabilities and is calculated by dividing the quick assets
by the current liabilities.
Quick ratio = Quick assets / current liabilities
ORGANIZATION SET-UP OF SARAS DAIRY
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24. Organization is mainly based on three-tier system.
1. Rajasthan co-operative Dairy Federation (R.C.D.F.)
2. Paschimi Rajasthan Dugdh tpadak Sahakari Sangh Ltd.(PRIDUSS
Ltd.)
3. Primary Dairy or Co-operative Society.
1.) Rajasthan Co-operative Dairy federation (R.C.D.F.) is a registered co-
operative body. This milk plant is not managed by the Government but is
direct under the federation. The authority has been delegated equally to
the entire member & technical person can give the technical suggestion to
the higher authority.
2.) Paschimi Rajasthan Dugdh Utpadak Sahakari Sangh Ltd. (PRDUSS Ltd.)is at
present collecting milk through primary samities in districts – jodhpur,
Barmer, Nagore and Jaisalmer. The samities of rest of the district give their
milk to repective chilling centers at: Barmer, balotra, Nagore, Merta, and
pokaran & phalodi.
3.) Primar Dairy or Co-operative Society at village level:
a) Total registered co-operative societies – 732
b) Active Societies ---342
c) Milk Collection Centers –249
There are mainly 7 section as departments in the organization as shown
in the organization structure like :-
1. Farmer Organization
2. Purchases Section
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25. 3. Production Section
4. Quality Control Section
5. Finance Section
6. Marketing Section
7. Personnel & Administration Section
PRODUCTION AND RELATED SECTION RUN IN 3 SHIFTS
I. 06:00 A.M. to 02:00 P.M.
II. 02:00 P.M. to 10:00 P.M.
III. 10:00 P.M. to 06:00 P.M.
And rest work in Administration shift i.e. 10:00 A.M. to 5:00 P.M.
INTRODUCTION TO MARKETING
In the previous one decade. We have taken some efforts particularly in the
management of milk and products. Particularly the saras has brought a
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26. revolutionary change in the management of milk. The skimmed milk powder,
pannier in attractive packagers have received positive responses not only in the
domestic market but also in the overseas market. However we need qualitative-
cum-quantitative improvements on almost all the forms. In the respect the key
managerial decision areas are the following:-
Farming the product mix
Structuring the distribution channel
Managing the pricing
Designing the promotion mix?
1). —Farming product mix: we have to follow the following important
managerial decision areas in the product mix of milk are as:
a) Selection of cows or the she buffaloes: in the product mix of
milk the vital managerial decision area to select the particular quality of cows or
the she buffaloes, which providing milk in the large quantity
b) breeding to improve the quality : for this, the producers
should also consider the climatic condition and the quality of water and fodder
available. The anchor found at nearly place
c) Yield of milk: to bring an improvement in the milk supply it is
essential that multi-faceted arrangement are made e.g., high quality fodder
healthy water adequate med-care and so on.
D )seasonal variation in production: this variation is mainly
affected by the incidence or calving or milk animals during different month of the
year.
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27. 2)—Farming/ Structuring Distribution Channel:
To be more specific the distribution of milk needs efficient personal and fast
transportation.
Establish of co-operative nearer to milk production centers where facilities
should be scientific and adequate.
No communication gap between the milk production centers and the milk
consumption centre.
The functionaries viz., producers, wholesalers and retailers, should have a
co-ordination.
3) —managing the pricing strategies: The general law of demand and supply
is applicable. As and when the supply is higher the price is lower and vice-versa. In
the pricing management of milk the following points deserve:
The intermediaries between the producer and consumer (collector and
distributor) should accept reasonable margin.
There should be gradation of milk and price for different categories should
be fixed accordingly.
The regulatory support exercised by the government would make the
pricing strategies rational.
4).--Designing the promotion mix : The advertisements Saras in almost all
leading journals newspapers and magazines. In addition the Saras Dairy also
displays their advertisement through radios, TV’s and other devices. It would be
important to mention that formation of co-operative or dairy farming would be
essential also with the viewpoint of bearing the promotion expenses. Of late, the
milk products like skimmed milk, condensed milk and cheese etc. offer gifts, off-
price and premium facilities so as to attract the prospects and benefit the
functionaries. Meanwhile honorable chief minister of Rajasthan is brand
ambassador of Saras brand.
1). –FARMER’S ORGANIZATION SECTION
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28. Farmer’s organization section collects milk from local village twice a day. It gives
free facilities to the milk collection samities such as:
a) Minerals
b) Medicines
c) Training related with milk collection
d) Training related with milk testing
e) Training related with Animal – husbandry
f) Training related with Accounting work maintains
It has 6 dairy supervisors including two lady supervisors.
2). –PURCHASES SECTION
It consists the work related with purchase of raw material and other things
related with the organization. It invite tender for purchasing raw materials etc.
Tender should be obtained by different ways like:-
a) Open Tender --- By Advertisement in Newspaper have large circulation.
b) Limited Tender --- By direct invitation to limited members of firms.
c) Eligible Tender for proprietary purchase – By limitation to one firm only.
It also includes the purchase related with:-
a) Equipment and spare parts
b) Specialized laboratory equipment
c) Laboratory Chemicals, Glass ware.
d) Urgency of the requirements
e) Packaging Material
f) Medicine etc.
3) – PRODUCTION SECTION
It controls production of the plant to purchase latest techniques and equipments
& control the misuse of product & handle the capacity of the plant.
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29. It mainly balances the standard level of milk according to the consumers. And it
also produces various products of the milk like – Cream, Ghee, Cheese, Lessie,
Shrikhand, Butter, Chhach and milk with various fat levels etc.
4). – QUALITY CONTROL SECTION
It controls quality of milk and other products according to the society levels and
desire of the consumers. It include mainly:-
a) Testing of milk
b) Canes unloading, Grading
c) Test of Adulteration of milk – Sugar, Salt, Urea, Starch, Water, preservatives
etc. should not be taken to the plant.
d) Testing of Fat and S.N.F.
e) Testing of Acidity of milk
f) Sanitation of milk
MARKETING-SARAS DAIRY
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30. Till very recently, the marketing department was the most neglected. It was only
after it was realized that the profits came from city sales, the union started paying
attention to this most essential activity-
The city sample at jodhpur has increased to nearly 90,000 LPD (june,2009) and
has shown a steady growth over the last two years. Toned milk is the only type of
milk processed. The dairy also manufactures other fresh products, but the
production is order based and is has a very insubstantial contribution towards the
total sales of the dairy.
A)- DISTRIBUTION SYSTEM
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31. The dairy has appointed retailers (booth agents) throughout the city who sell
milk. There are 330 agents in the city and these have been distributed over ten
different routes. The dairy has provided tin booth to some of the agents while
some of them have been provided with parlors. Currently 26 parlors are opened
by the union. A break up of types off booth agents is provided in the graph.
The dairy has to spend Rs. 20lacs on transportation for transfer of milk from one
place to another
Road Side
Agents
Dholwala
Shopes
Parlours
Types of Agents of SARAS (Retailers)
As we see from the figure, more than half of the agents are roadside retailers.
Both the shops and parlors are stoned structures the differences being that
former are managed by the dairy staff.
In jodhpur city the numbers of booth falling under each route are as follows:
ROUTE NO NO. OF
BOOTHS 31 | P a g e

32. 1 20
2 45
3 50
4 65
5 80
6 65
7 60
8 75
9 60
10 15
Routes of Liquid Market In Jodhpur
 Route 01
Pal road, Shankar Nagar, Subhash colony, Pal gao (20Booth)
 Route02
Saradpura, Jalori gate, Kabutaron ka chowk, Navchokiya, Chandpole,
Mawdiyo ki ghati, Bakramandi (45 Booth)
 Route03
Mahatama Gandhi hospital, Railway station, Sojati gate, Bari, Old
stadium, Ghantaghar, Ummed Chowk. Bagar Chowk, Nagori gate, Killa
road, MEDTIA gate. (50 booth)
32 | P a g e

33.  Route04
Masuriya, Sharmik colony, Baldev Nagar, CHB Suthla Chopasni gao Chokha.
(65booth)
 Route05
Isai ka kabristan, Bhagat ki kothi, Madhuban colony, Jhalamand choraha,
Saraswati Nagar, Kuri bhagtasni, Sangariya road.(80booth)
 Route06
12th Road, Akhaliya choraha, Pratap Nagar. KNN, Sangariya road Kuri
bhagtasni, (80Booths)
 Route07
UITPWDchoraha Central school(Airforce area) Gold course scheme Airforce
area Ratanada Shikargadh Mohanpura Ajit colony(60booths)
 Route08
Rai ka bagh Partvi pura BJS Banar Vidhayia Nagar Mahamandir Shakti Nagar
Bhadasiya Maderna colony.(75booths)
 Route09
PaotaMandore road Basni Nagori bera Lal sagar Magra punjala ChainpuraLaw
collage(60booths)
 Route10
ITI choraha, Shastri Nagar, Jaljog choraha Regidency road, Rotary circle and near,
(15booths)
The morning supply starts at 3.00 a.m. and last point by 5.30 a.m., while the
afternoon supply starts by 4 p.m.
33 | P a g e

34. B)- ASC SUPPLY
Supply to the ASC centers from a substantial part of the total sales of the
union. Rate of the ASC supply is decides at pune. This process is done
through tender. Rajasthan Co-operative Dairy Federation Limited of Jaipur
fills tender. The jodhpur union is catering to four ASC centers at present.
They are jodhpur, jaisalmer, jessai and Pokaran. The contract is made
through RCDF and rates at which supply is decided keeping in mind the
prevailing market price at that time. The army pays the transportation cost
or as is the case with pokaran ASC the army vehicle comes to collect the
milk from the chilling centre. The details for supply are given in the table
below:
ASC CENTER SUPPLY FROM AVE.SUPPLY(LPD)approx
Jodhpur Jodhpur 5500
Jaisalmer Pokaran 1000
Jessai Barmer 900
Pokaran Pokaran 500
Army supply details
From the chilling centers of pokaran and Barmer milk is supplied to ASC
centers at jaisalmer and jessai respectively. Barmer center has started city
supply since april 1997. Milk from pokaran is supplied in sealed cans to ASC,
jaisalmer, while the other two centers (Barmer and jodhpur) supply packed
milk to the ASC.
C)—PAYMENT AND INDENTING POLICY
Every booth has been allotted number, same as the booth registration
number, in the jodhpur credit and co-operative Bank(JCCB). By 2 p.m ever
34 | P a g e

35. day, the booth agent has to deposit the full amount for the quantity of milk
he indents for the next day. The total indent list of the booths of all
different r
routs reaches the dairy by 3p.m and accordingly the production
department is given the target for the next day. However in the new
indenting policy the transporter collects the indent for the next day and the
money when he returns to the booths to collect the carats.
D) –COMMISSION AND INCENTIVE SCHEME
The commission to a both agent is ninety paisa per liter of milk sold. This
commission gets accounted on a monthly basis and is then deposited in the
agent’s account in the jodhpur Credit Co-operative Bank. There are no other
incentive schemes for the agents at present.
Subject to Commission & Rs./liter
Incentive
Commission Rate on Milk Sale 0.60
Incentive 0.15
Electricity Expenses 0.15
Total Commission 0.90
(Commission of a both agent)
PROCUREMENT AND SALES
35 | P a g e

36. Milk from the DCS is collected and brought to the six chilling at Balotra, Barmer,
Phalodi, Pokaran, Merta city and Naguar as well as directly to the plant at
jodhpur. From these chilling centers, milk is brought to the plant at jodhpur by
milk tankers.
From a mere thirty-eight Dairy Co-operative Societies (DCS) at the village level in
1974, the union has been able to establish and organize 782 DCS, out of which
375 are functional as in 2003-04. The total memberships of all these DCS stand at
51797. There has been a remarkable increase in procurement during the Ist five
years, from an average of 39987 LPD in 1999-2000 to 63293 LPD in 2003-04, an
increase of 58 percent.
The table given below provides chilling centers wise procurement details of the
milk procured. The average fat percentage in the milk procured by the union is
4.5%, the average SNF percentage being 8.5% the average SNF content was
below 8.3% about six month ago and the union has to mix milk powder(SMP) in
order to bring the level of SNFG up to 8.5%. however due to strict steps taken
thereafter the SNF content has gone up now. According to the PFA (prevention of
food act) standards minimum percentage of fat and SNF should be 3% & 8.5%
respectively.
The collection of milk is contracted to transporters. The average transportation
costs for the various chilling centers are providing in the Table.
Procurement of milk
Chilling Average No. of Average TRANSPORATION
36 | P a g e

37. plant procurement routes Fat & SNF cost
Pokaran 7419 4 5.0% 8.5 0.55
Phalodi 7448 11 4.0% 8.4 1.04
Balotra 13803 7 4.1% 8.6 052
Barmer 15993 18 5.0% 8.6 0.79
Merta 7083 4 4.3% 8.6 0.72
Nagore 1927 4 5.0% 8.4 2.38
Bilara 26669 4 5.0% 8.9 0.10
Direct to 11290 10 4.5% 8.5 0.82
plant
(Chilling Centre wise procurements details)
The payments to the DCS is done every week PRDUSS pays the maximum
procurement price to its procurement price to its producer vis-à-vis oher dairies
of the state, though recently have been lowered.
MONTH WISE PROCUREMENT OF MILK PER DAY
Year 02-03 03-04 04-05 05-06 06-07
37 | P a g e

38. April 41.8 54.5 74.9 89.6 98.3
May 45.0 49.2 68.3 61.8 67.1
June 38.9 46.8 70.4 54.3 69.8
July 31.5 47.3 74.7 62.2 78.5
August 35.8 44.3 75.8 58.4 77.9
September 34.9 45.1 84.9 49.1 88.7
October 29.5 48.1 56.6 44.5 63.9
November 37.3 53.1 54.8 58.3 62.9
Decemeber 48.8 73.8 100.7 72.3 102.4
january 59.6 86.2 100.9 74.9 114.3
Febuary 63.4 88.8 109.8 73.9 112.4
March 60.4 80.5 95.5 68.0 99.8
(Month wise procurement of milk per day)
MILK PROCUREMENT V/S SALE
MILK PROCURED SALE
38 | P a g e

39. 97-98 33.1 18.0
98-99 41.1 19.2
99-00 44.0 28.2
00-01 43.2 37.2
01-02 40.0 44.05
02-03 43.9 54.09
03-04 59.11 60.23
04-05 86.31 72.07
05-06 63.29 72.1
06-07 86.33 95.34
(MILK PROCUREMENT V/S SALE)
MARKET SHARE OF MILK PRODUCTS
39 | P a g e

40. Liquid Milk
Ghee
Curd & Cream
Paneer etc.
Other
Milk products of Saras dairy, Jodhpur
Types of milk
40 | P a g e

41. Rs.21/lite
r
Rs.20/lite
r
Rs.18/lite
r
Fresh Milk Products of Saras dairy, Jodhpur
Rs.6
Rs.5
Rs 27 and Rs.125
Rs. 110 and Rs. 220
Rs.8
Rs.9
Rs.10
41 | P a g e

42. Double Toned Milk
Composition:
Fat %(Min.)-1.5
SNF %( Min.)-9.0
Pack Size-1/2 & 1 liter, 5 liter
Self-Life/best before; 2 days from the date of packing when stored below 8⁰C
PRICE- Rs-19.00(liter), Rs 9.50(500ml), 95(5 liter)
Toned Milk
Composition:
Fat %(Min.)-3.0
SNF %( Min.)-8.5
Pack Size-1/2 & 1 liter, 5 liter
Self-Life/best before; 2 days from the date of packing when stored below 8⁰C
PRICE- Rs-21.00(liter), Rs 10.50(500ml), 105(5 liter)
42 | P a g e

43. Standard Milk
Composition:
Fat %(Min.)-4.5
SNF %( Min.)- 8.5
Pack Size-500ml& 1 liter
Self-Life/best before; 2 days from the date of packing when stored below 8⁰C
PRICE- Rs-23.00(liter), Rs 11.50(500ml)
Taaza
Composition:
Fat %(Min.)-3.0
SNF %( Min.)-8.5
Pack Size1 liter
Self-Life/best before; 120 days from the date of packing when stored below
8⁰C
PRICE- Rs-32.00(liter),
43 | P a g e

44. Dahi
Composition:
Fat %(Min.)-3.0
SNF %( Min.)-8.5
Pack Size:- 200gm
Self-Life/best before; 120 days from the date of packing when stored below
8⁰C
PRICE- Rs-8.00(2gm)
Paneer
Composition:
Fat % 50 on dry matters
Moisture%( Max.)-60
Pack Size:- 200gm
PRICE- Rs-125(1kg), 25(20gm)
Self-Life/best before; 15 days from the date of packing when stored below 8⁰C
44 | P a g e

45. Chaach
Composition:
Fat %(Min.)-2.0
Acidity% (Max): 0.45
Salt: 0.75,T.S.%: 6-7%
SNF %( Min.)-8.5
Pack Size-250ML, 500ML, 1 LITERPOUCH
Self-Life/best before; 7 days from the date of packing when stored UNDER
REFRIGERATION BELOW
PRICE- Rs-7.00-500ML
SPECIFICATIONS FOR ICE CREAM
Fat % 12.0+0.5%(Min 10.0%
%Protein (Min)) 3.5%
%TS (Min) 36.0%
Self-Life/best before; 6 month from the date of packing when stored below
20⁰C
45 | P a g e

46. SPECIFICATIONS FOR CANNED RASGULLA
Moisture% by Wt. Min 5.0
Fat5 by wt, Min 5.0
Self-Life/best before; 6 month from the date of packing when stored cool and
dry place
GHEE
Composition:
Moisture%(Max) 0.3
FFA%(MAX) 0.3
Meets Agmark Standards.
Pack Size 1liter polypack in duplex board carton 5 liter in tin
Self Life / Best Before 9 month from date of packing for tin, 6 month for poly
pack
Price Rs 230 per kg
CHEESE
Composition:
Fat%(Min) 4 on dry matter basis
Moisture%(MAX) 47
46 | P a g e

47. Added sales( Max) 2.5
Pack Size 400 gm, in metal cans
Self Life / Best Before 12 month from date of packing under refrigeration at
4⁰C.
LASSI
Composition:
Fat%(Min) 2.0
Acidity% (Max) 0.5
Added sugar 8-10%
T.S% 16-17%
Pack Size 250 ml, poly pack
Self Life / Best Before 7 Days from date of packing under refrigeration below
8⁰C. Price Rs 7.00 (250ml)
TABLE BUTTER
Composition:
Fat%(Min) 80.0
Moisture%(MAX) 16
Salt 2.3+ .02%, Crd% (Max) 1.0
Meets Agmark Standards
Pack Size 100 ,g 500gm,
Self Life / Best Before 12 month from date of packing under refrigeration
below 20⁰C.
Prise Rs 87.00 (500gm), 18.00 (100gm)
47 | P a g e

48. FLAVOURED MILK
Composition:
Fat%(Min) 1.5
SNF %( Min.)-9.0
Added sugar AND PERMITTED FLAVOURS.
Pack Size 200 ml, bottle & Tetra pack
Flavouras Elaichi, Coffee, Straw Berry & Chocolate.
Self Life / Best Before 3 month from date of packing
Price Rs 11.00 each
MAWA
Composition:
Fat% 30 on dry matter basis.
Moisture%(Max) 30-35
Pack Size 200 ,g m
Self Life / Best Before 20 days from the date of packing when stored below
8⁰C.
48 | P a g e

49. TASK
1. To conduct a comparative study of the growth of Saras.
2. To conduct survey of Saras parlors and booths to know their problems
and short them out. To get feedback from parlors and booths.
3. To get feedback customers and find their problems. Satisfaction level,
take their suggestions and help Saras Dairy Jodhpur to implement those
suggestions.
4. To take responses from people who do not use Saras products and find
answer to the question.
“Why they are not using Saras Product”
5. To judge the satisfaction level of employee of Saras Dairy, Jodhpur.
6. Take part in extra activities for increasing sale.
49 | P a g e

50. MY DAILY SCHEDULE
My tasks at the on job training are to study the working of Saras plant,
gather complete information about Saras, conduct market and booth surveys.
The daily schedule that I follow to complete this tasks are:-
 Sign in the company office – 09:50 AM
 Make plan for the whole day - between 09:50 AM to 10:15 AM
 Go to the field conduct market survey and booth survey – 10:30 AM to
12:30 PM
 Lunch time – 01:30 PM to 02:30 PM
 Visit the plant to understand the working of the plant – 02:30 PM to 03:30
PM
 Discuss with my company guide about the task for the next day – 03:30 PM
to 04:30 PM
 Submit the daily report to the Assistant Marketing Manager – 04:30 PM to
05:00 PM
 Sign out of the company – 05:00 PM
50 | P a g e

51. MAIN TASKS AND TARGETS
“Targets are defined as goal, which has to be fulfilled and sounds
compulsiveness.” Without setting target it is difficult for anybody to achieve
his/her objective.
The targets that are set for me during the training are:-
1) To make maximum people aware to Saras.
2) To interview 100 homes to know their views and opinions about Saras
products.
3) To conduct a comparative study of the growth of Saras (PRDUSS Ltd.,
JODHPUR)
3) To conduct survey of Saras parlours and booths to know their problems and
sort them out. To get feedback from Saras parlours and booths.
4) To get feedback from customers and find their problems, satisfaction
level, take their suggestions and help PRDUSS Ltd., JODHPUR to implement
those suggestions.
5) To take responses from people who do not use Saras products and find
the answer to the question, “Why they are not using Saras products”.
6) To Learning Technique increase the sale of products..
51 | P a g e

52. STRATEGY
A marketing strategy is a process that can allow an organization to
concentrate its (always limited) resources on the greatest opportunities to increase
self and achieve a sustainable competitive advantage.
A marketing strategy is effective when it is an integral component of
corporate strategy, defining how the organization will engage customers, prospects
and competitors in the markets Arena for success. It is partially derived from
broader corporate strategies, corporate mission, and corporate goals. They should
follow from the firm’s mission statement. They are also influenced by a range of
micro environment factors.
SURVEY RESEARCH
A survey research is defined as the method of collecting information by
asking a set of pre formulated question in a predetermined sequence in a structured
questionnaire to a sample of individuals drawn so as to be representative of a
defined population. These questionnaires are administered to an individual or a
group of individual through interview. Typical survey objectives involved
describing or learning from an ongoing activity by studying the changes in
behavioral pattern of the subjects of interest of the researcher.
Method of survey research used by me: Door to Door interview.
52 | P a g e

53. PROBLEMS / CONSTRUCTIONS / LIMITATIONS
Any research in any field topic gives some new results, discovering new
areas etc. but there are always some limitations thereof.
The limitations that I came across during the course of my training at Saras
Dairy, Jodhpur are:-
The data collected is totally depended on respondents’ view which could be
bias in nature.
Sometimes respondents’ do not give a response or give partial response. It is
called non response error. The reason may be lack of knowledge or
unwillingness to answer.
During the survey I came across unfavorable weather condition like
scorching heat and dust storm.
There is the limited time available each day and lots of tasks have to
complete in a day like preparing a reports conducting surveys.
Transfers given by the respondents’ are not always correct and may be
misleading.
It is a very time consuming to go Door to Door in order to conduct a survey
of various homes and find their views and study their buying behavior.
Sometimes it becomes very difficult to convince people as many of them are
not at all aware of Saras products and some are very stubborn. It becomes
53 | P a g e

54. slightly difficult to convince such people but it is challenging task and a
good learning experience.
Being trainee, non confidential information about the organization is
available. This sometimes becomes a hurdle during the training.
In some cases the respondent is not present at home.
Sometimes the respondent are not executed, personal interviews are
successful only when the respondents are educated.
The limitations that Saras Dairy comes across are:
1) Low availability of raw milk in summers.
2) Dependence on milk producers.
3) Milk can be produced not manufactured.
4) Increasing competition in dairy industry.
54 | P a g e

55. LEARNING IN THE EXECUTIVE TRAINING
Each day is a new learning experience and so was the case during my
executive training. Every day I learnt something new during my training.
I learnt the following:-
 First and the foremost, I learnt to practically apply the knowledge gained
through theory classes and bridge the gap between academic institution and
corporate world.
 Understand the importance of job responsibility.
 How co-ordination is maintained between different departments like
marketing, human resource, administration.
 Learn the ways to increase milk procurement.
 Understood the distribution network adopted by Saras Dairy.
 Understood how the management keeps its employees satisfied and retain
them.
 The marketing strategies adopted by Saras Dairy.
 Learnt how to conduct Door to Door interviews. Initially I felt slightly
uncomfortable conducting the interviews but with time I learnt a lot and
became very comfortable conducting Door to Door personal interviews.
 Learnt how to build a good rapport with a staff.
55 | P a g e

56. RESEARCH ANALYSIS
[A] CONSUMER SATISFACTION LEVEL IN MILK
Q NO (1)- Milk purchased from?
purchase
23% 29%
saras
dholwalas
17% milk mandi
shopes
31%
Key findings and suggestions—total milk consumption in jodhpur urban
is approx. 4 lac. Liters. Out of which saras is sharing only 29% market share. So, it
is suggested that to increase the market share we should make sound
interventions in supply chain management i.e. direct delivery to consumers to
grab the share of dholwalas. Strategies against growing share of milk mandi i.e.
chowta and local shops must be formulate to gain competitive advantage
56 | P a g e

57. Q. NO (2)-Packets preferred?
9%
standard
toned
37% 54%
gold
Key finding and suggestion- as standard is in commanding position, but
we have to increase the sell of gold, which lays highest margins among all the
categories. Gold contains maximum fats and targeting affluent segment of
society.
57 | P a g e

58. Q.NO- (3) Average quantity purchased per month?
16%
41%
50 ltrs
21% 75 ltrs
100 ltrs
25 ltrs
22%
Key finding and suggestion-most of the consumers and families are
consuming 50 ltrs of milk per month. So it is suggested that we should persuade
them to increase the consumption of milk by informing the value and new use of
the milk in the dairy life. Consumers, which are purchasing below 50 ltrs per
month, should be emphasizing while message is communicated. Advertising is
required to them buy more quantity of milk.
58 | P a g e

59. Key finding and suggestion- As we are offering different mix of fats
contents in the packets, so it is quite possible that 37 % people were expecting
more then what they have paid in terms of different packets charging differently.
 Do you find price set milk packets are reasonable against other
milk sources in jodhpur ?
42%
YES
58%
NO
Key finding and suggestionAs competitors pricing purely depends upon
demand and supply of milk during the different seasons of the
year. So 42 % people were arguing against the same price all through the year,
conveying that they should charge less in winters, when supply of milk is highest
and demand is comparatively low. As other sources lower down their prices
during winters in absence demand. Pricing strategies can be reformulated to
oppose the consumer grievances.
Q. NO- (4) IF YOU ARE A SARAS CUSTOMER.
59 | P a g e

60. (A) Are you getting the required supply from saras ?
11% 00
No
Yes
89%
Key finding and suggestion---Most of the consumers are satisfied with
quantity served, so no more measures required to make changes.
(B) Are you getting the milk timely?
00
35%
Yes
No
65%
Key finding and suggestion– Booths located in remote areas of jodhpur
such as mandore and berry are not getting the milk timely, so we have to increase
the number of vans to send the milk at desired places within given frame of time.
(C) Do you find saras booth is convenient to approach?
60 | P a g e

61. 0 0 23%
No
Yes
77%
Key finding and suggestion ---23% people who are facing this problem
will be definitely satisfied in near future with the proposed plan of department to
launch 100 new booths in different parts of city.
(D) Do you find milk of saras is fresh and hygienic against the
exposed? Milk sold in the market by other sources?
31%
No
Yes
69%
Key finding and suggestion -- 69% is a per value of satisfaction, but
people finding milk of chouta is fresh brings a negative frame of mind regarding
cold milk. So, we have create a health communication regarding our products to
erase the image of cold milk from mindsets of those consumers.
(E) Do you find saras booth is clean and well maintained?
61 | P a g e

62. 0
45%
No
55% 55%
Key finding and suggestionProper clening and maintenance rules and
regulations are required to the booth holders
Q NO (5) Quality of milk.
(A)Do o find milk fresh?
00
31%
No
Yes
69%
Key finding and suggestionsame as 4 d
62 | P a g e

63. Q NO (6) Home delivery services satisfaction.
(A) Do you want home delivery service ?
9% 00
Yes
No
91%
Key finding and suggestion “Future of service industry is home
delivery’’ So it is very crucial to activate home delivery system in our distribution
pattern. After implementing the home delivery we can grab most of the share of
dholwalw’s.
(B) Are you satisfied with home delivery service?
00
39%
No
61% Yes
Key finding and suggestion --Service vans and channel of distribution are
not satisfactory, i.e. most of the people are unsatisfied and hence rescheduling of
home delivery is required to installed.
63 | P a g e

64. (C) Can you submit advance money for home delivery service?
00 21%
Yes
No
79%
Key finding and suggestion --since satisfaction level of consumers
towards home delivery service is not at par. So after increasing sound pattern of
home delivery, it will automatically attract the advance payments.
Q NO (7) Do you find packing and labeling safe and
attractive?
00
27%
No
Yes
73%
Key finding and suggestion --No more interventions are required in
packing and labeling is required, became it is quite safe
64 | P a g e

65. (B) Do you find tastier?
0
26%
No
Yes
74%
Key finding and suggestion --Test is a matter of individual specific ness,
so we really require here more interventions in product ingredients
(c)Do you find milk is concentrated and creamy?
37%
Yes
No
63%
65 | P a g e

66. {B} Market share of Saras in other dairy Products.
(1) GHEE
Ghee
13%
15% saras
Krishna
61% 11%
amul
other
Key finding and suggestion--since major competitors are leading due to
low pricing e.g. Krishana and Amul. We have to reformulate the pricing strategy of
ghee to gain the overall market competitiveness, As low priced ghee is more
preferable along with quality standards. Here others brands are doing well. i.e.
exposed local and dalda etc.
(2) BUTTER
66 | P a g e

67. Butter
7% 17%
35% saras
amul
desi
other
41%
Key finding and suggestion --Butter product is the most speculative
target for saras. Equipment Amul is having major share. Saras needs advertising
exercise and should promote the sales of butter. Repositioning is required in saras
butter to persuade the local consumers.
(3) Paeer
67 | P a g e

68. Paneer
3% 22%
Local Shop
saras
amul
rural supp.
7% 68%
Key finding and suggestion -- saras should not do an exercise in paneer,
because it will be futile due consumer preferences in terms of fresness as they
only like to buy fresh made paneer from local shops and wholesalers from rural
areas. Saras should emphasize to meet the seasonal demands of paneer during
marriage season.
(4) Shrikhand
68 | P a g e

69. Shrikhand
14%
31%
saras
amul
other
55%
Key finding and suggestion --Shrikhand needs extra promotional efforts,
Amul is famous due to Gujrat pricing also can be re-evaluted because Amul is
charging 1Rs per 100gm
(5) Flavored milk
Flavored milk
12%
saras
amul
88%
Key finding and suggestion --Amul is having bigger share due to all india
exposure of broadcasting media, but still Saras can grab a healthy share with local
media advertising.
(6) Cold chhanch
69 | P a g e

70. Cold chhanch
27%
saras
5% amul
68% other
Key finding and suggestion--local cold chhanch suppliers like janta and
poker are selling it heavily during summers. So it is recommended to bring some
promotional schemes and provide a healthy supply to local shops, where sales
can be increased
(7) Lassie
lassie
7% 2%
saras
amul
other
91%
Key finding and suggestion--Consumers grievances such as concentration
and the technical drawbacks of lassi of saras. So such grievances must be
redressed promptly. Mostly consumers like to have lassi local vendors, so totally
consumer preferences are unfavorable.
(8) Curd
70 | P a g e

71. Curd
8% 3%
saras
amul
other
89%
Key finding and suggestion --same as to lassi
(8) Ice-cream
Ice-cream
11%
17% saras
vadilal
creenbell
51%
other
21%
Key finding and suggestion --ice cream is a diverse market as it having
numbers players saras is having low share and ready for repositioning of whole
range of ice creams on coming festival of raksha-bandan. Heavy promotional
efforts are required to grab the sound position in the mark.
RESEARCH DESIGN/METHODOLOGY
71 | P a g e

72. Resarch design is defined as a systematic and objective process of gathering,
recording and analyzing data that provides information to guide business
decisions. The process of business strategy can be divided into three phases –
planning, execution and report preparation. The planning phase begins from
problem/opportunity identification and leads to selection of the sampling
procedure. Data collection and evaluation can be described as the execution
phase of the business research process, while report generation can be
considered as the last phase.
Steps in the research design process
Identifying and Defining Problem/Opportunity
P
L
Planning the strategy
A
N
N
I
Selecting the method of strategy
N
G
Selecting a Sampling Procedure
E
X
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E
C
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73. Data Collection
Evaluating the Data
REPORT Preparing and Presenting the Report
PREPRATION
Marketing research is defined as the formal process of collecting information,
analyzing the result, communicate the findings and implementation in terms of
marketing actions. Analysis of information is used in evolving some marketing and
financial decisions.
The research methodologies used to collect data are of two types:
1) Primary method: In this type of method data is collected with the help of
face to face interaction with a person.
2) Secondary method: It does not involve face to face interaction. In this type of method
data is collected through other sources like internet, books, etc.
In this project I have used both the methodologies to collect the data.
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74. Primary Method:
1) I have used primary method to collect data from various departments of
Saras Dairy, Jodhpur(Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar)
by talking to heads and staff members of each department.
2) Data is also collected by preparing a questionnaire and asking the
respondents to fill up the questionnaire.
3) Data is also collected by conducting one to one interviews.
Secondary Method:
1. I have used secondary method to collect some data from the annual
accounts of the company Saras Dairy, Alwar (AZDUSS Ltd., Alwar)
2. Data is also collected from the Annual publication of Saras (Magazine)
Research methodology adopted for the study
During my research I have tried to
 Assess the brand image that the company holds in the minds of the
customers.
 Assess the impact of promotional activities.
ANALYSIS OF SURVEY
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75. Market for Dairy Industry is captive, as people will stop dairy products. In
addition, the market for dairy products will keep on increase will the increase of
awareness in the people. Increase in adulterated material is showing a new path
to the large scale dairy industry. It also gives a huge employment to many
unemployed. The main positive point for the Dairy industry is huge turnover and
return with low investment.
Large scale dairy industry helps in social benefit by taking care the public health
by selling fully Quality control products according to the norms of govt. The
industry should also keep an eye on the Fake products produced by the
company`s name Company should also see that their products are not sold
beyond M.R.P.
During the last few years the dairy scenario has undergone a diversity change.
Due to entry of other competitors, it has become necessary for saras to frame
new strategic that enable them to survive and thrive in the long run. The whole
concentration has thus shifted to ensure the customer services with maximum
satisfaction of the customers.
Customer service in dairy sector refers to the satisfaction of need of the
customers at the right time as per their requirements. The quality of customer
service directly affects customers patronage as these companies are basically
sellers of public utility services. Success or failure of these companies therefore,
depends on the quality and the range of services offered to the customers.
Though the have a lower share in customer deposits, they command a higher
share of the net profit. However, they differentiated their operations by focusing
on premier customers and set superior standards in productivity, customer
service and operating efficiencies by using state of the art technology. Global best
practices were introduced and practiced. More importantly, they built durable
competencies by attracting the best manpower, building proprietary technology
and process and by building strong brand image.
This research study has attempted to assess feedback to the gaps. Which are yet
to be. This chapter covers exclusively the analysis of survey results.
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76. THE SURVEY
It was decided to conduct a survey of 100 workers/employees to assess the
consumer profile in saras dairy. Random sampling technique was used to pick out
a sample of the consumers. A structured questionnaire was used to obtain
information about various aspects of the marketing department.
THE ANALYSIS
Thequestionnaire was prepared to bring out the various aspects of Marketing
management provided by saras dairy. According, some questions were asked to
the respondents. Question wise analysis revealed the following;
1. SATISFACTION LEVEL OF THE RESPONDENTS;- An attempt
was made to know the satisfaction level of respondents. The following
information was obtained in response to this question.
LEVEL OF SATISFACTION
S.NO Level of No. of Percentage (%)
satisfaction respondents
1 Highly Satisfied 30 75
2 Satisfied 5 12.5
3 Unsatisfied 5 12.5
Total 40 100
The table reveals that consumers are highly satisfied as 75%. Respondents have
said this. There is balance percentage of dissatisfied and less satisfied consumers
i.e. only 12.5% have said like this the reason behind this is that there is good
relation with the consumers and they are also satisfied with products and benefits
provided by the organization
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77. 2).FEEDBACK OF SARAS DAIRY --As we know that providing service is
not enough so it become essential for the marketer to know the feedback of the
consumer regarding services and products.
Feedback of Saras Dairy
S.No Attribute No.of Percentage
respondents
1 Yes 35 87.5
2 No 5 12.5
Total 40 100
The table reveals that as 87.5% respondents are contacted for taking feedback of
saras dairy so it proves that saras dairy believe not only in providing service but in
taking feedback from consumers.
3) WORKING ON COMPLAINTS --The listening of complaints from
consumers regarding products are neglected so the marketer should take
essential step for solving the problem of consumer.
Working on complaints
S.No Description No.of Percentage%
respondents
1 Yes 25 62.5
2 No 15 37.5
Total 40 100
The analysis that saras dairy is working on the complaints is given by the
consumers.
4) PROBLEM REGARDING PRICIING --Price is essential part of
marketing mix.
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78. Problem Regarding Pricing
S.No Description No.Of Percentage%
respondents
1 Yes 25 62.5
2 No 15 37.5
Total 40 100
The table that as 37.5% respondents having no problem regarding
pricing, and 62.5&% have problem regarding. Thus, his reveals that
saras have no control on price.
5) PACKAGING OF SARAS PRODUCTS-- Today the packaging of
products have gret impact on the consumers. If the packaging is good then it
becomes easier the marketer to sell product.
Packaging of saras products
S.No Description No.Of Percentage%
respondents
1 Yes 37 92.5
2 No 3 7.5
Total 40 100
MY OBSERVATION OF SARAS DAIRY
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79. Now I have completed my 45 days as an intern in Saras Dairy, Jodhpur and
during these 45 days as training I carefully observed various aspects of the
organization.Here I am presenting my observation and findings using the Constant
Sum Scale. I have divided a total of 100 points into various attributes that I
observed. The maximum that can be allotted to the factor are 10.
The various attributes that I observed and the point I allocated to each
observation are presented below in the tabular format:-
Serial Characteristics of Saras Dairy Number of Points
1 Variety of milk provided by Saras Dairy 9
2 Prices are affordable 7
3 Quality in hygiene 10
4 Enough range of FMP 8
5 Round the clock availability 4
6 Staff is corporative 9
7 Customer awareness 8
8 Employee Satisfaction 8
9 Market reputation 9
10 Advertisement and Publicity 5
11 New project and development 5
12 Channels of marketing 8
13 Give weightage to suggestions 10
Total 100
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80. RECOMMENDATIONS
On careful observation of Saras Dairy during the training period I have the
following suggestion for Saras Dairy, Jodhpur which on proper implementation
may provide a big boost to it.
 All information regarding Saras Dairy and its products should be available
on internet.
 Increase in advertisement and publicity.
 Motivation program for booth and parlor owners.
 Marketing department should be well furnished and attractive.
 Jodhpur Dairy should give milk products competitive prices and facilities.
 Glow sign boards should be provided to booth and parlor owners.
 New product should be launched like ice-cream.
 To popularize “Shrikhand” free sample may be distributed at some public
place.
 Inspection and frequent check of booth and parlors.
 Good co-ordination between marketing department and booth, Parlor owner.
 New technology should be adopted from national and international
Company Experts in the Field.
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81. CONCLUSION
The project marketing strategies of milk products with special
reference to SARAS Dairy in Jodhpur has been undertaken
during the training period gave an opportunity to study the
system in detail and have an insight into the organization
marketing. The organization has a very well thought out
organizational structure, streamlined procedure and well-
motivated workforce.
The objectives are very clear and unambiguous. The motivation
levels very high and everyone seemed to be highly satisfied with
marketing strategies as well as the attitude of the management.
As we know that SARAS is very big organization and market
leader in dairy products. It has maximum market share in Milk, As
we know SARAS is a co-operative organization, With the help of
research, company can find out its week points in Dairy product
and can increase its market share through rectify mistakes.
People have believed in SARAS’S product and they will accept
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82. The survey resulted into following conclusions:
 SARAS must come up with new promotional activities
such that people become aware about Ice-cream,
 Quality is the dominating aspect which influences
consumer to purchase SARAS product, but prompt
availability of other brands and aggressive promotional
activities by others influences the consumer towards them
and also leads to increase sales.
 In comparison to SARAS Products, the other players such
as Amul, and Krishna provide a better availability and
give competition to the hilt.
 People are mostly satisfied with the overall quality of
SARAS Products, but for the existence in the local market
SARAS must use aggressive selling techniques.
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83. APPENDIX
I prepared many questionnaires to perform the survey task assigned to me. These
questionnaires were first shown to the officials of the Saras dairy and after their
acceptance and consent they were implemented to do the assigned task. The
various questionnaires prepared by me to conduct surveys and interviews are
enclosed in this section.
Paschimi Rajasthan Dugdh Utpadak Sahakari Sangh Ltd., Jodhpur
Date:_________
Questionnaire for Customers
1) Name : ___________________________________
2) Address : ___________________________________
___________________________________
___________________________________
3) Profession : ___________________________________
4) Age : ___________________________________
5) Are you aware about Saras? Yes No
6) Number of family members : _______________
Adults __________ Children _________
7) Do you use Saras Products : Yes No
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84. 8) If yes which products do you use?
Milk : Full Cream Toned
Skimmed Double Toned
Butter Dahi Ghee Paneer Shrikhand
Chhach : Plan Namkeen
Lassi : Sweet
9) Are you satisfied with quality of Saras products?
Yes No
10) Do you think that Saras products can be improved further?
Yes No
11)How do you came to know about Saras Dairy ?
i.)Advertisement ii) Friends & Relative
iii)Through booth agents iv)Others
12) Do you have any suggestions for further improvement of Saras products?
__________________________________________________________
13) Which is your nearest Saras booth?
_________________________________________________________
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85. 14) Are number of booths sufficient in your locality?
Yes No
15) Are all products available at the booth?
Yes No
16) Youer booth holder gives you home delivery?
Yes No
17) Do you want Saras to introduce any new product?
Yes No
If yes, which types of products?
______________________________________________________
18) Are you satisfied with the price of Saras Products?
Yes No
If not why and what should be the right price?
__________________________________________________________
19) Do you think Saras Dairy work on the complaints given by the consumers?
Yes No
20) How do you scale SARAS Products ?
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86. ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
PRICE
SWEETNESS
PACKAGING
SOFTNESS
SCHEMES
AVAILABILITY
AGENCY HOLDER QUESTIONNAIRES
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87. BOOTH OWNER
NAME=_______________________________________
BOOTH LOCATION=________________________________________
BOOOTH NO=________________________________________
Q1. From how long you taking SARAS milk ?
A)1Yr B) more than 1 Yr C) less than 1Y r
Q2. Are satisfied with SARAS service?
A) YES B) NO
Q3. Are you taking all the products of SARAS or not
A) YES B) NO
Q4. Does company replace remaining left products?
A) YES B) NO
Q5. How much Quantity of SARAS milk consumed in a day from your booth?
________________________________________
Q6. According to you who are better between AMUL and SARAS?
________________________________________
Q7. Why? Reason for above answer.
________________________________________
Q8. Which Product of SARAS has maximum demand?
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88. ________________________________________
Q9. Which SARAS milk product has maximum demand?
________________________________________
Q10. Comment about SARAS?
________________________________________
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89. BIBLIOGRAPHY
BOOKS
Marketing management-philip kotler
Marketing Management in Indian perspective- jha & Singh
Pamphlets and information from SARAS Dairy
Learning % observation from SARAS Dairy
1. www.sarasdairy.com
2. www.google.com
3. www.marketresearch.com
4. www.dairy.com
5. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
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