A

Project Study Report

On

Consumer Awareness Towards SARAS

Product
Training Undertaken

At

Rajasthan Dairy Fedration Limited, Jaipur (Jaipur Dairy)

Submitted in partial fulfillment for the award of degree of

BBA (Bachelor of Business Administration)

Submitted by : Submitted to:

Sunil Chouhan Mr. Puneet Kulshreshtha

MBA 3rd Sem Faculty Guide

2009 11
 PREFACE

Marketing is one most important function in Business. It is the discipline required

to understand customers 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, Jaipur 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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 ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Mr. Puneet Kulshreshtha, Faculty,

Management Department for guiding me right from the inception till the successful
completion of the project. I sincerely acknowledge him for extending their valuable
guidance, support for literature, critical reviews of project and the report and above all
the moral support he had provided to me with all stages of this project.

I would also like to thank the supporting staff of Management department of Compucom
Institute of Information Technology & Management, Jaipur for their help and cooperation
throughout our project.

Sunil Chouhan

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 EXECUTIVE SUMMARY

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 todays 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.

Sunil Chouhan

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 CONTENTS

1. Introduction to Indian dairies with its general review

2. Introduction of Saras dairy
Establishment formation & Management of Co-operative societies
Aims & Objects
rganization structure
Organization set up of Saras dairy
Marketing Saras dairy
Market share of Milk products
Types of Saras milk products
Task
Daily schedule
Main Task & Targets
Strategy
Problems/constructions/Limitations
Learning In The Executive Training
3. Research Analysis along with pie chart, key finding & suggestions
4. Facts and Findings
5. Analysis and Interpretation
6. Observation (SWOT)
7. Conclusion
8. Recommendations and Suggestions
9. Appendix
10. Bibliography

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 INTRODUCTION TO INDUSTRY

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 populationthe
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.
Indias 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 rural milk

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 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 industrys 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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 INTRODUCTION OF SARAS DAIRY

The Feeder Balancing Dairy is located on the out skirts of Jaipur 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, (Jaipur 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 Jaipur, and later on the establish
various chilling centers. Initially five districts of Jaipur, Pali, Jaislmer, Barmer and
Nagore were included under PRDUSS. But Pali was hived off later and was made into
an independent union.

Under Jaipur 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 Jaipur dairy through 53,198 milk productions.

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

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setup new milk centre at Bilara, the collection of milk was between 30 to 40 thousand
liters.

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 Jaipur 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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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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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 Jaipur City.

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ORGANIZATION STRUCTURE

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Organization is the structure framework of duties and responsibilities required of
personal in performing various within the company. It is essentially a blue-print 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, whichs
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.

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Managing Director---

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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DEPARTMENTS OF SARAS DAIRY (PRDUSS LTD)

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., Jaipur 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:-

a.)Sales and Marketing

b.))Advertisement
Hoardings
Glow sign board
Gift hampers
Banners

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 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

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Human Resource Department

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

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 Superannuating and retirement
Option to retire in certain cases
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

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Operations Department

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)

Ghee Kettle

(The melted butter boils in ghee kettle)

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 (This ghee is collected and stored in settling tank)

Packing Department

(Where the ghee is packed in 1 liter and 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.

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Paneer Segment:

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)

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Facilities:

Saras Dairy, Jaipur (PRDUSS Ltd., Jaipur) 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 owners 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.

Daily transactions are maintained in one day business.

Budget is prepared by the Accounts Department.

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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

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 ORGANIZATION SET-UP OF SARAS DAIRY

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.
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 Jaipur, 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

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There are mainly 7 section as departments in the organization as shown in the
organization structure like :-
1. Farmer Organization
2. Purchases Section
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.

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 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 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.

2)Farming/ Structuring Distribution Channel:

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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, TVs 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). FARMERS ORGANIZATION SECTION

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Farmers 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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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

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-

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The city sample at Jaipur 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

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

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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

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.

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 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 Jaipur
union is catering to four ASC centers at present. They are Jaipur, 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

Jaipur Jaipur 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 Jaipur) 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 Jaipur credit and co-operative Bank(JCCB). By 2 p.m ever 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.

32 | P a g e
 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 agents account in the
Jaipur 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)

33 | P a g e
 PROCUREMENT AND SALES

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 Jaipur. From
these chilling centers, milk is brought to the plant at Jaipur 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.

34 | P a g e
Procurement of milk
Chilling Average No. of Average TRANSPORATION
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--vis oher dairies of the
state, though recently have been lowered.

MONTH WISE PROCUREMENT OF MILK PER DAY

Year 05-06 06-07 07-08 08-09 09-10
April 41.8 54.5 74.9 89.6 98.3
May 45.0 49.2 68.3 61.8 67.1

35 | P a g e
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

00-01 33.1 18.0

01-02 41.1 19.2

02-03 44.0 28.2

03-04 43.2 37.2

36 | P a g e
04-05 40.0 44.05

05-06 43.9 54.09

06-07 59.11 60.23

07-08 86.31 72.07

08-09 63.29 72.1

09-10 86.33 95.34

(MILK PROCUREMENT V/S SALE)

37 | P a g e
 MARKET SHARE OF MILK PRODUCTS

Milk products of Saras dairy, Jaipur

38 | P a g e
Types of milk

Rs.21/li

Rs.20/li
ter
Rs.18/li
ter

Fresh Milk Products of Saras dairy, Jaipur

Rs.6

Rs.5

Rs 27 and Rs.125

Rs. 110 and Rs.

Rs.8

Rs.9

Rs.1

39 | P a g e
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 8C

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 8C

PRICE- Rs-21.00(liter), Rs 10.50(500ml), 105(5 liter)

40 | P a g e
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 8C

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 8C

PRICE- Rs-32.00(liter),

41 | P a g e
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 8C

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 8C

42 | P a g e
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 20C

43 | P a g e
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

Added sales( Max) 2.5

44 | P a g e
Pack Size 400 gm, in metal cans

Self Life / Best Before 12 month from date of packing under refrigeration at 4C.

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 8C.
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 20C.

Prise Rs 87.00 (500gm), 18.00 (100gm)

45 | P a g e
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 8C.

46 | P a g e
 Research Methodology

Title of the Study

Consumer Awareness of Saras Dairy Products

Duration of the Project

45 days

Objective of the study

The objective of the study was to find out comparative study of the growth of Saras. To
survey Saras parlors and booths to know their problems and short them out. To get
feedback from parlors and booths and to get feedback customers and find their
problems. Satisfaction level, take their suggestions and help Saras Dairy Jaipur to
implement those suggestions. And the main conclusion was just to know the awareness
of the dairy products within the mass population.

Type of 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.

47 | P a g e
Sample Size

From the large Population of Jaipur Urban Area. We opted to go for the sample size of
100 , whether they use Saras Products or not.

Method of Selecting Sample

To Collect the data for the research, I used to go to the field and conduct a Market
survey. This survey was for families using the product and the saras booths as well.
With a pre formulated questionnaire, it was so simple to get the idea about the
awareness of the dairy products within the families and the booths I surveyed.

Task given to me to select the sample

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

48 | P a g e
Scope of the Study
A big boom has been witnessed in Dairy Industry in recent times. A large number of
new players have entered the market and are vying to gain market share in this
rapidly improving market. The study deals with Rajasthan Rajya Dugdha Utpadaka
Sangh (RCDF) in focus and the various services that it caters to. The study then goes
on to evaluate and analyze the findings so as to present a clear picture of trends in the
Marketing and production of Dairy sector.

Limitation of Study

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.

49 | P a g e
 RESEARCH DESIGN/METHODOLOGY

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.

50 | P a g e
 Steps in the research design process

Identifying and Defining Problem/Opportunity

L Planning the strategy

N
Selecting the method of strategy
N

N Selecting a Sampling Procedure

E Data Collection

X
E

C Evaluating the Data

U

I
O
REPORT Preparing and Presenting the Report
N
PREPRATION

51 | P a g e
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.

52 | P a g e
 Facts and Findings
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.

53 | P a g e
 ANALYSIS AND INTERPRETATION

[A] CONSUMER SATISFACTION LEVEL IN MILK

Q NO (1)- Milk purchased from?

Key findings and suggestionstotal milk consumption in Jaipur 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

54 | P a g e
Q. NO (2)-Packets preferred?

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.

55 | P a g e
Q.NO- (3) Average quantity purchased per month?

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.

56 | P a g e
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 Jaipur ?

Key finding and suggestion As 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.

57 | P a g e
Q. NO- (4) IF YOU ARE A SARAS CUSTOMER.

(A) Are you getting the required supply from saras ?

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?

Key finding and suggestion Booths located in remote areas of Jaipur 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.

58 | P a g e
(C) Do you find saras booth is convenient to approach?

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?

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.

59 | P a g e
(E) Do you find saras booth is clean and well maintained?

Key finding and suggestion Proper clening and maintenance rules and regulations
are required to the booth holders

60 | P a g e
Q NO (5) Quality of milk.

(A)Do o find milk fresh?

Key finding and suggestion same as 4 d

Q NO (6) Home delivery services satisfaction.

(A) Do you want home delivery service ?

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 dholwalws.

(B) Are you satisfied with home delivery service?

61 | P a g e
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.

(C) Can you submit advance money for home delivery service?

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.

62 | P a g e
Q NO (7) Do you find packing and labeling safe and attractive?

Key finding and suggestion --No more interventions are required in packing and
labeling is required, became it is quite safe

(B) Do you find tastier?

Key finding and suggestion --Test is a matter of individual specific ness, so we really
require here more interventions in product ingredients

63 | P a g e
(c)Do you find milk is concentrated and creamy?

{B} Market share of Saras in other dairy Products.

(1) GHEE

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
64 | P a g e
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

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.

65 | P a g e
 (3) Paeer

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.

66 | P a g e
 (4) Shrikhand

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

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.

67 | P a g e
 (6) Cold chhanch

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

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.

68 | P a g e
 (8) Curd

Key finding and suggestion --same as to lassi

(8) Ice-cream

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.

69 | P a g e
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

The questionnaire 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

70 | P a g e
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 respondents Percentage

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 respondents Percentage%

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.

Problem Regarding Pricing

S.No Description No.Of Percentage%

respondents
1 Yes 25 62.5
2 No 15 37.5
Total 40 100
71 | P a g e
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

72 | P a g e
 MY OBSERVATION OF SARAS DAIRY

Now I have completed my 45 days as an intern in Saras Dairy, Jaipur 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:-

Seria Characteristics of Saras Dairy Number of

l 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

73 | P a g e
 SWOT ANALYSIS

STRENGTHS WEAKNESSES

The products are very Low availability of raw milk

pure Dependence on farmers
The products are Reduced milk supply in
extremely hygienic summers
The plant is ISO 9001-
2000 and HACCP certified

OPPORTUNITY THREATS

Milk is an essential Milk can be produced not

commodity which every manufactured.
body uses. There is always a
There is no competitor of possibility of a competitor
packed milk in JAIPUR. entering the market.

74 | P a g e
 CONCLUSION

The project marketing strategies of milk products with special reference to SARAS
Dairy in Jaipur 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 SARASS product and they will accept
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.

75 | P a g e
 RECOMMENDATIONS & SUGGESTIONS

On careful observation of Saras Dairy during the training period I have the
following suggestion for Saras Dairy, Jaipur 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.

Jaipur 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.

76 | P a g e
 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.

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

8) If yes which products do you use?

Milk : Full Cream Toned

Skimmed Double Toned

Butter Dahi Ghee Paneer Shrikhand

Chhach : Plan Namkeen

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 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?

_________________________________________________________

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?

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 ______________________________________________________

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 ?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILITY

AGENCY HOLDER QUESTIONNAIRES

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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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________________________________________

Q9. Which SARAS milk product has maximum demand?

________________________________________

Q10. Comment about SARAS?

________________________________________

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 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
Research Methodology. ( Harper W.Boyd, C. R. Kothari )

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