Project Report on

“CONSUME
R
AWARENES
S
TOWARDS
SARAS
PRODUCT”
submitted in partial
fulfillment of the Post
Graduation Degree of
Master of Business
Administration

Submitted To
Submitted by
H.O.D OF COLLAGE
moh. Imran Khan
LUCKY
INSTITUTE OF
PROFESSIONAL
STUDIES Near
Akhaliya Circle,
E.S.I. Hospital
EFACE Road, Kamla
Nehru Nagar,
JODHPUR-342009
Marketing is (RAJ)
one most
important function in Business. It is the discipline required to understand
customer’s needs and the benefits.

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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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 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.

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 Mohammad Imran Khan

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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 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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 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
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• The Dairy infrastructure now comprises 25 states federation
170 district milk unions and around 1,00,00 village
cooperative societies, through which 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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 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.

9|Page
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.

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.

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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”

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
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society. No remuneration or salary is paid by the co-operative
society to its members.

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.

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➢ 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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Organization is the structure framework of duties and
responsibilities required of personal in performing various within

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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, 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.

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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---

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.

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 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

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.

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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:-

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

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 i.) Sales Expansion etc.

j) Incentive schemes to dealers

k) Consultancy and hiring of marketing agency

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.”

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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
• 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
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 • Transfers
• Conveyance facilities
• Service record
• Recall from leave
• Shift working

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

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 (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)

(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:

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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:

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

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(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:
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

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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.

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.

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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

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

26 | P a g e
 & 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
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

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 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 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
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 • 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:
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.
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 • 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

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
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 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.

It mainly balances the standard level of milk according to the

consumers. And it also produces various products of the milk like
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– 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 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

The dairy has appointed retailers (booth agents) throughout the

city who sell milk. There are 330 agents in the city and these

33 | P a g e
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

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:

34 | P a g e
 ROUTE NO. OF
NO BOOTHS
1 20
2 45
3 50
4 65
5 80
6 65
7 60
8 75
9 60

Routes of 10 15

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)

35 | P a g e
 Route04
Masuriya, Sharmik colony, Baldev Nagar, CHB Suthla
Chopasni gao Chokha. (65booth)

Route05
Isai ka kabristan, Bhagat ki kothi, Madhuban colony,
Jhalamand choraha, Saraswati Nagar, Kuri bhagtasni,
Sangariya road.(80booth)

Route06
12th Road, Akhaliya choraha, Pratap Nagar. KNN, Sangariya
road Kuri bhagtasni, (80Booths)

Route07
UITPWDchoraha Central school(Airforce area) Gold course
scheme Airforce area Ratanada Shikargadh Mohanpura Ajit
colony(60booths)

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

36 | P a g e
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.

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)a

pprox

Jodhpur Jodhpur 5500

Jaisalmer Pokaran 1000
Jessai Barmer 900
Pokaran Pokaran 500

Army supply details

37 | P a g e
 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 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 0.60

38 | P a g e
Sale

Incentive 0.15

Electricity Expenses 0.15

Total Commission 0.90

(Commission of a both agent)

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 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

39 | P a g e
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. Average TRANSPORATI
plant procurem of Fat & ON cost
ent route SNF
s
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

40 | P a g e
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
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

41 | P a g e
Septemb 34.9 45.1 84.9 49.1 88.7
er
October 29.5 48.1 56.6 44.5 63.9
Novemb 37.3 53.1 54.8 58.3 62.9
er
Deceme 48.8 73.8 100.7 72.3 102.4
ber
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

42 | P a g e
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)

43 | P a g e
 MARKET SHARE OF MILK PRODUCTS

Milk products of Saras dairy, Jodhpur

Types of milk

Rs.21/li

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

Fresh Milk Products of Saras dairy, Jodhpur

44 | P a g e
 Rs.6

Rs.5

Rs 27 and Rs.125

Rs. 110 and Rs.

Rs.8

Rs.9

Rs.1

Double Toned Milk

Composition:

Fat %(Min.)-1.5

SNF %( Min.)-9.0

Pack Size-1/2 & 1 liter, 5 liter

45 | P a g e
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)

Standard Milk
46 | P a g e
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),

Dahi
Composition:

47 | P a g e
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

48 | 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 20⁰C

49 | 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

50 | P a g e
Moisture%(MAX) 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.

51 | P a g e
Prise Rs 87.00 (500gm), 18.00 (100gm)

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.

52 | P a g e
TASK
1. To conduct a comparative study of the growth of Saras.

2. To conduct survey of Saras parlors and booths to know their problems

and short them out. To get feedback from parlors and booths.

3. To get feedback customers and find their problems. Satisfaction level,

take their suggestions and help Saras Dairy Jodhpur to implement those
suggestions.

4. To take responses from people who do not use Saras products and find
answer to the question.

“Why they are not using Saras Product”

5. To judge the satisfaction level of employee of Saras Dairy, Jodhpur.

6. Take part in extra activities for increasing sale.

53 | P a g e
MY DAILY SCHEDULE
My tasks at the on job training are to study the working of Saras plant,
gather complete information about Saras, conduct market and booth surveys.

The daily schedule that I follow to complete this tasks are:-

 Sign in the company office – 09:50 AM

 Make plan for the whole day - between 09:50 AM to 10:15 AM

 Go to the field conduct market survey and booth survey – 10:30 AM to

12:30 PM

 Lunch time – 01:30 PM to 02:30 PM

 Visit the plant to understand the working of the plant – 02:30 PM to 03:30
PM

 Discuss with my company guide about the task for the next day – 03:30 PM
to 04:30 PM

 Submit the daily report to the Assistant Marketing Manager – 04:30 PM to

05:00 PM

 Sign out of the company – 05:00 PM

54 | P a g e
 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..

55 | P a g e
 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.

56 | P a g e
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

57 | P a g e
 slightly difficult to convince such people but it is challenging task and a
good learning experience.

• Being trainee, non confidential information about the organization is

available. This sometimes becomes a hurdle during the training.

• In some cases the respondent is not present at home.

• Sometimes the respondent are not executed, personal interviews are

successful only when the respondents are educated.

The limitations that Saras Dairy comes across are:

1) Low availability of raw milk in summers.

2) Dependence on milk producers.

3) Milk can be produced not manufactured.

4) Increasing competition in dairy industry.

58 | P a g e
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.

59 | P a g e
 RESEARCH ANALYSIS
[A] CONSUMER SATISFACTION LEVEL IN
MILK
Q NO (1)- Milk purchased from?

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

Q. NO (2)-Packets preferred?

Key finding and suggestion- as standard is in

commanding position, but we have to increase the sell of gold,

60 | P a g e
which lays highest margins among all the categories. Gold
contains maximum fats and targeting affluent segment of society.

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.

61 | 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
jodhpur ?

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.

Q. NO- (4) IF YOU ARE A SARAS CUSTOMER.

62 | P a g e
(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 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?

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.

63 | P a g e
(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.

(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

Q NO (5) Quality of milk.

(A)Do o find milk fresh?

Key finding and suggestion same as 4 d

64 | P a g e
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
dholwalw’s.

(B) Are you satisfied with home delivery service?

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.

65 | 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

(c)Do you find milk is concentrated and creamy?

{B} Market share of Saras in other dairy

Products.

66 | P a g e
 (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 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.

67 | 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.

(4) Shrikhand

68 | P a g e
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.

(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.

69 | 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.

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.

Steps in the research design process

70 | P a g e
 Identifying and Defining Problem/Opportunity

L
Planning the strategy
A

N
Selecting the method of strategy

Selecting a Sampling Procedure

X
E Data Collection

C
U

I
O
Evaluating the Data

71 | P a g e
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.

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.

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 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
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.

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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.

THE SURVEY

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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 30 75
Satisfied
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
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the consumers and they are also satisfied with products and
benefits provided by the organization

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

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 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
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

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1 Yes 37 92.5
2 No 3 7.5
Total 40 100

MY OBSERVATION OF SARAS DAIRY

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

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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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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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 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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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.

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  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.

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 : ___________________________________

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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

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

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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?

______________________________________________________

18) Are you satisfied with the price of Saras Products?

Yes No

If not why and what should be the right price?

__________________________________________________________

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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

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 AGENCY HOLDER QUESTIONNAIRES

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?

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 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?

________________________________________

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

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• 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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