Sei sulla pagina 1di 64

A Project Study Report On

Training undertaken at SARAS DAIRY Tilted

Product & Marketing Process Analysis of WRMUL Product at Jodhpur Dairy & Consumer Satisfaction towards SARAS Products
(Submitted in partial fulfillment for the Award of Degree of Master of Business Administration)

(2010-2012) Submitted By:

Sandeep Tanwar MBA 3rd Semester

Submitted To:
Mrs.Sonal Chauhan


Naranadi, Jhanwar Road, JODHPUR-342001 (RAJ)


The MBA course provides exposure to the student to acquire analytical skills, problem solving & decision making capability to respond to ever changing global competitive environment. For this, students are trained in an industry so that they may acquire knowledge, skills, confidence to pursue a career. It also helps the student to improve managerial skills & marketing strategy. After getting the theoretical knowledge in MBA 1st semester, I joined saras Dairy for practical training. During this period I become aware of the working business environment of the industry sector, will be help in my future. For research work, I have assigned the PRODUCT & MARKETING PROCESS ANALYSIS OF WRMUL PRODUCT AT JODHPUR DAIRY AND CONSUMER AWARENESS TOWARDS SARAS PRODUCT LINE.

This will help in analyzing the working condition such as competition, consumer demand, customer satisfaction etc. for the betterment of organization.



I Sandeep tanwar express my sincere thanks to my project guide, Mr. Y.K Vyas,( marketing manager WRMUL, Jodhpur)for guiding me right form the inception till the successful completion of the project. I sincerely acknowledge her for extending their valuable guidance, support for marketing Management, critical reviews of project and the report and above all the moral support he had provided to me with all stages of this project.

My sincere thanks are due to Mr. Mohan Singh Rathore (Astt. Manager Marketing of SARAS DAIRY ) & Jodhpur SARAS DAIRY (WARMUL) family for sparing his valuable time and providing me the necessary facilities without which the present work would not have been possible.
I would also like to thanks the supporting staff and Nabi Hussain (Marketing Department), for their help and cooperation throughout our project.

I also wish to express my sense of gratitude to all employees both-holder of SARAS Dairy Jodhpur (WRMUL) for their moral encouragement and course of this work. 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.
(Signature of Student)

Sandeep Tanwar
MBA 3rd Semester

1) Title- Product & Marketing Process Analysis of WRMUL Product at Jodhpur Dairy and consumer awareness towards SARAS Product line. 2) Company- SARAS Dairy (WRMUL) 3) Objective1. 2. 3. To study the consumers behavior towards Saras products. To study about Overall consumer satisfaction level. To assess marketing analysis of WRMUL product at Jodhpur Dairy.

4) Research methodology Methodology - Exploratory and conclusive research. Data collection- Purely primary data and secondary data included in the research Sample size- 100 Sample area- Jodhpur city Data collection instrument survey was done through Structured Questionnaire and Observation and Discussions. Source of Data: - Primary source; House hold consumers of milk, retailer survey. Secondary source; records, pamphlets, internet etc 5) Recommendation: Saras should follow an advertising strategy, which can improve the companys image. Lacking of institutional competitors can provide sustainable lead for the future. Lot of exercise is required to promote the sales of flavored milk, lassi, curd and Paneer. Pricing strategy in case of ghee and Shrikhand is required to reformulate. 4|Page

Concept of home delivery should target to grab the overall competitive advantage.

S.No. 01. 02. 03. 04. 05. 06. 07. 08. 09. 10. 11. Particulars Introduction about Indian dairy Introduction about Company SARAS products Research Methodology Fact & Finding Analysis and interpretation SWOT analysis Conclusion Suggestions Appendix Bibliography Page No 7 12 18 32 40 41 52 54 56 60 64


1) Introduction about Indian dairy industry 2) Introduction about company 3) Organization structure 4) SARAS Products 5) Processing system of SARAS Milk products



Lot of Indian people start day with tea & milk. Milk is an essential factor of our daily life. In India milk business is very old business. Dairy business adopt modern concept in 1970 with the help of National Dairy Develop Board through Operation Flood Plan. In first section of plan, ten states were selected. 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 at least 250 gm.

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 million tones to during 1970 to 77 million in 1999 which accounts for 20% of the worlds milk production and stood first in the worlds milk production and registering an annual 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 in principal status and 8.6 million people in subsidiary status, which together constitute 5 percent of total work force. The dairy infrastructure now comprises 23 states federation, 170 district milk unions and around 1, 00,000 village cooperative societies; through which rural milk production and procurement system have been effectively linked to urban markets consumption centers. The industrys growth potential is high as there is sufficient domestic demand and good scope for exports of milk products. 7|Page

India is emerging as one of the largest and fastest growing consumers market in the world with high-income elasticity of demand of dairy product. Indian dairying is energyefficient, labour intensive and ecological sound.

Over 80% of milk sold in urban & semi urban areas is non-pasteurized from unorganized sector. The overall market for liquid milk is growing 4 percent per annum.


In olden days, the wealth was measured in number of cattles, and the cow was considered as a sacred animal in India. It was worshipped as Goddess of fertility in other continental countries. Event about 6000 years ago, the importance of milk as food was known. According to the best authority, the domestication of the cattle was taken somewhere between 6000 to 10000 years B.C. Dairy Industry contributes constant side income to the farmers along with as a chief source of food for human beings. Through scientific investigations, the nutritional value of the milk and its products has been realized though their importance was realized even earlier to 3000 B.C. The cow has formed as an efficient producer of human food than any other animal consuming large amount of roughages that cannot be taken by the human beings and converting into milk. Cow is also considered as essential for maintaining the fertility of the soil. There are many changes in the dairy industry since 1850. Modern creamery, ice cream, factory, condensed and dry milk plants have been developed after the invention of cream separators fat testing apparatus, pasteurization, neutralization and refrigeration etc. Regular shipment of milk for distant places, in special milk tanks, trucks has been possible to transport milk in good condition. In refrigerated condition, ships were used to transport cream, butter, cheese etc. to different long distant places including international market. Bacteriological, chemical and nutritional researches on milk and milk products made the urban people to use more in their diet. Improved livestock, scientific breeding along with modern technique made the milk industry progress rapidly. Milk was utilized in the early periods for the 8|Page

preparation of products rather than direct consumption. Concentration of milk production in villages far off from urban areas, insufficient transport facilities, high temperature, high percentage of humidity, lack of education to appreciate the modern advances in the technology and too many milk producers are some of the causes of the poor condition of milk industry in India.


Co-operatives societies can be formed under Indian Co-operative Act. The following conditions are essential for formation 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 of the city, where society is setup. 4. All documents of co-operative societies should be submitted to the registrar of cooperative society.

The management of co-operative societies is based on democratic aspect. All members elect a working committee that looks after the work of the society. The members are not paid salary. Registrar of co-operative societies departments checks the accounts of society.


In the present age population growth rate are very high. Before setups own dairy business we required some point to keeping mind:1) Take best training about dairy industry. 2) Choose best place. 3) Purchase best cattle. 4) Best cattle management etc.



It is true any industry is the engines of growth in any economy. They are the job providers and the technological innovators. Dairy industry of this area takes a form of independent industry and through its those people gets benefits, which are the member of its industry directly or indirectly. DIRECT EFFECT:1. A farmer 50% of income earn by milk selling 2. Solving of economic problems of that area through provide employment to young person. INDIRECT EFFECT:1. Due to get A.I facility, cheap animal food farmer can increase of milk production. 2. People get more benefit due to no intermediaries. OTHER BENEFITS 1. People get pour, fresh and pasteurized milk. 2. Provide employment to the transporters who are supplying milk to the society.


In marketing of milk products, the key managerial decision areas are following:1) How to frame the product mix? 2) How to structure the distribution channel? 3) How to manage the pricing? 4) How to design the promotion mix?


10 | P a g e

1) The product mix: - in product mix of milk, the important managerial decision areas are following:a) Selection for cows or buffaloes: - the managerial decision areas to select the particular quality of cows or buffaloes which providing milk in larger quality. b) Breading to improve the quality: - for this purpose, producers should also consider and quality of water and fodder available. c) Yield of milk: - To bring improvement in the milk supply, it is essential that multi-faceted arrangements are made, e.g. high quality, healthy water and so on. d) Seasonal variation in production: - this variation in mainly affected by the incidence or calving of milk animals during different months of the year. 2) The channel management or channel distribution:To be more specific the distribution of milk needs efficient personnel and fast transportation. a) No communication gap between the milk production centers where and the milk consumption centre. b) Establishment of Co-operation nearer to milk production centers where the storage facilities should be scientific and adequate. c) The functionaries, producers, wholesalers and retailers should have a co-ordination. 3) The promotion mix:The advertisement of Anand, saras in almost all leading journals, newspaper and magazines. In addition, the also display their advertisement through radios, TVs and other devices. Of late the milk products like chocolates, skimmed milk, cheese etc offer gifts, off price and premium facilities so as to attract the prospects and benefit the functionaries.


11 | P a g e

SARAS Dairy as a co-operation organization

Co-operation means mutual working. It is based on principle each for all and all for each. In other words it is an organization of weaker section to face exploitation of rich persons. In other words co-operative forms of organization are an association of persons where by people of ordinary means joint voluntarily to protect their economic and social interests. Thus it is a protective mean adopted by such persons. The aim of this movement is service and reasonable profits.

Introduction - 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 Rajasthan Dugdh Utpadak Sahkari Sangh, Jodhpur PRDUSS) was established in the year 1972, under the Operation Flood Programmed funds from D.P.A.P. were utilized for the construction of plant at Jodhpur, and later on establish various chilling centers. Initially five districts of Jodhpur, Pali, Jaisalmer, Barmer and Nagaur 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 liter 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 centre are functioning where average production of milk is one lack thirty three thousand liters coming in Jodhpur dairy through 53,198 milk productions.

Through increase milk production can fight with famine. Many district of Marwar faces with famine in every year but through increase in mil production they do earn money and get relief from famine. There is only source of earning money is in agriculture field and no other source 12 | P a g e

available so Farmer earn money by selling of milk to DCS. They get payment in cash or bank account after ten days. According to dairy officers whenever falling famine in western Rajasthan, in dairy collection of milk increase. During the famine in Barmer & 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, 17,000 liter. Dairy provides animal food at cheap rate for maximum production of milk. In Barmer & Jaisalmer 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.

OBJECTIVE:To improve the social and financial status of milk producers 1) To organizing dairy cooperative societies and producers marketable surplus milk. 2) To undertake training and awareness programmed against milk producers. 3) Market of quality processed milk and milk products to the consumers.

The dairy co-operative movement operates on three tier system where in farmer member own dairy co-operative societies (DCS) which own district milk producers union. The

13 | P a g e

unions collectively own the RCDF. It is a vertically integrated structure that establishes a direct linkage between those who produce the milk and those consume it. Federation it provides service & support to unions. Marketing within & outside state, and It facilitates mobilization of resources & coordinating & planning projects.


MILK UNION Develops village milk cooperative network, procures milk from DCS,
processes& markets. Sale of cattle feed and related inputs, promotion of cross breeding through AI & NS, promotion of fodder development and general support & supervision to DCS. DCS provides input service (AI &AH) to its members and procurement of milk.









14 | P a g e

Organization is the structural framework of duties and responsibilities required of personal in performing various functions within the company. It is essentially a blue-print for action resulting in a mechanism for carrying out functions to achieve the goals setup by the company. An organization structure shows the authority and responsibility relationship between various positions in the organization and also clarifies who reports to whom. It is a set of planned relationships between groups of related functions and between physical factors and personnel required for the achievement of organizational goals. The organization structure is generally shown on organization chart. It represent authority relationship between various positions 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 functions and their respective relationship. It is graphic portrayal of positions 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 without 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 before consider the letter in details to deal.

In Paschimi Rajasthan Dugdh Utpadak Sahakari Sangh Ltd. The over all 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. 15 | P a g e

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. Purchase Officer Purchase officer is in charge of purchase section who is assisted by two assistants. They collect information regarding price movement in different markets for each important market 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 factory on the prevailing terms. Sales Manager Sales managers are lineage of sales section of marketing and discharge his duties with the help other assistant sales manager, two salesmen. Their work is delivering the finished products to the market. Store in Charge Stores in charge gives the information to purchase and sales section as regards to how many 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. Accounts Officer Accounts officer is the head of the account department, who is maintain the records about costing financial, and also assets and liabilities.

16 | P a g e








17 | P a g e

18 | P a g e

Fresh Milk
Toned Standard Full Cream Skimmed Cow Milk

Fresh Milk Products

Chaach Lassi Dahi Paneer Shrikhand Ice cream Flavored milk Mawa

Long Shelf Life Milk Tetra Pack

Cow Toned

Long Shelf Life Milk Products

Ghee Cow Ghee Table Butter Cheese Dairy Whitener White Butter 19 | P a g e


Composition: Fat % (Min.): 1.5 SNF % (Min.): 9.0 Pack Size: 200 ml, 1/2 & 1 Liter. Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.


Composition: Fat % (Min.): 3.0 SNF % (Min.): 8. Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.

Composition: Fat % (Min.): 4.5 SNF % (Min.): 8.5 Pack Size: 1/2 & 1 Liter. Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.


Composition: Fat % (Min.): 6.0 SNF % (Min.): 9.0 Pack Size: 1/2, 1 Liter. Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC 20 | P a g e

Composition: Fat % (Max.): 0.5, SNF % (Min.): 8.7 Pack Size: 1/2 & 1 Liter. Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.

Composition: Fat % (Min.): 3.5, SNF % (Min.): 8.5 Pack Size: 1/2 & 1 Liter. Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.


Composition: Fat % (Min.): 3.5, SNF % (Min.): 8.5 Pack Size: 1/2 and 1 Liter. Shelf-Life / Best Before: 120 days Needs no Refrigeration unless opened.


Composition: Fat %: 3.0, SNF %: 8.5 Pack Size: 1 Liter. Shelf-Life / Best Before: 120 Days Needs no Refrigeration unless opened. 21 | P a g e


Composition: Fat % (Min.) Salt T.S. % : 2.0 : 0.75 : 6-7% Acidity% (Max.): 0.45

Pack Size: 250 ml, 500 ml, 1 Liter Pouch. Shelf-Life / Best Before: 7 days from date of packaging when stored under refrigeration below 8 oC.

Composition: Fat % (Min.) Added Sugar T.S. % : 2.0 : 8-10 % : 16-17% Acidity% (Max.): 0.5

Pack Size: 250 ml. polypack. Shelf-Life / Best Before: 7days from date of packing when stored under refrigeration below 8oC.

Composition: FAT% (Min.): 3.0 SNF% (Min.): 8.5 Pack Size: 200gm. cups. Shelf-Life / Best Before: 7 days from date of packing when stored under refrigeration below 8oC. 22 | P a g e

Composition: FAT %: 50 on dry matters Moisture% (Max.): 60 Packing Size: 200 gram (Vacuum Packed) Shelf-Life / Best Before: 15 days from the date of packing below 8 oC.

Composition: FAT% (Min.): 6.0 Acidity % (Max.): 1 Added sugar % (Max.): 70% on dry matter basis. Pack Size: 100 & 500 gms. Flavors: Elaichi & Kesar Pista. Shelf-Life / Best Before: Best before 15 days from the date of packing when stored below 8 oC.


Fat % 12.00.5%(Min 10.0%) % Protein( Min) 3.5% % TS( Min.) 36.0% Shelf life/Best before 6 months from the date of Packaging when stored below -20C.


Moisture% by Wt.Max 55.0% Fat % by Wt. Min. 5.0 Proteins, % Wt. Min. 5.0 Shelf life/Best before 6 months from the date of Packaging when stored under cool and dry place. 23 | P a g e

Composition: FAT% (Min.): 1.5, SNF % (Min.): 9.0 Added sugar and permitted flavors. Pack Size: 200 ml. bottle & Tetra Pak. Flavors: Elaichi, Coffee, Straw Berry & Chocolate. Shelf-Life / Best Before: 3 months from the date of packing.

Composition: Fat %: 30 on dry matter basis, Moisture% (Max.): 30-35 Pack Size: 200 gm. Shelf-Life / Best Before: 20 days from the date of packing when stored below 8 oC.


Composition: Moisture% (Max.): 0.3, FFA % (Max.): 0.3 Pack Size: 1/2 & 1 Liter Poly pack in duplex Board carton. 1 Liter & 15 Kg. in tin. Shelf-Life / Best Before: 9 Months from date of packing for tin, 6 months for poly pack.

Composition: Moisture% (Max.) : 0.3, FFA % (Max.) Meets Agmark Standards. Pack Size: 1 Liter Polypack in duplex board carton Shelf-Life / Best Before: 6 Months from date of packing. 24 | P a g e : 0.3

Composition: Fat % (Min.): 80.0, Moisture % (Max.): 16 Salt: 2.3 + - .02%, Curd% (Max.): 1.0 Meets Agmark Standards. Pack Size: 100, 500gm. Shelf-Life / Best Before: 12 Months from date of packaging when stored under refrigeration below -20 C.


Composition: Fat % (Max.): 1.25, Moisture% (Max.): 3.5 Meets ISI Standards. Pack Size: 1kg. Polypack, 25 kg. K.P. Bags. Shelf-Life / Best Before: 12 Months from date of packing.


Composition: Fat % (Min.): 26, Moisture% (Max.): 3 Meets ISI Standards. Pack Size: 10 kg. Tin under nitrogen gas packing. Shelf-Life / Best Before: 12 Months from date of packing.

Composition: Fat % (Min.): 40 on dry matter basis. Moisture% (Max.): 47, added Salts (Max.): 2.5 Pack Size: 400 gms. in metal cans. Shelf-Life / Best Before: 12 Months from date of packing under refrigeration at 4 oC. 25 | P a g e

Composition: Fat % (Min.): 20, Moisture% (Max.): 3.0 Meets ISI Standards. Pack Size: 10 kg. Tin under nitrogen gas packing. Shelf-Life / Best Before: 12 Months from date of packing.

Composition: Fat % (Min.): 83 Curd% (Max.): 1.0Meets Agmark Standards. Pack Size: 500gm. duplex board carton. 20 kg. Blocks. Shelf-Life / Best Before: 6 Months from date of packaging when stored under refrigeration below -20 C.

26 | P a g e


Initially for the processing of milk, milk is brought into the Process Plant from the dock through the milk pipe. There is a motor situated outside from which through a pipe milk is filled in eight tanks situated on the 2nd floor. The capacity of each tank is 12,000 liters. These are insulated tanks and are used to chill the storage of milk. Then the quantity required of the milk in the storage is supplied to the process plant through the pipe. That pipes are directly connected to the chillers. The milk comes into the chillers from the insulated tanks. There are green pipes connected above it and the chilled water keeps on flowing in them. That chilled water directly comes into the chiller and also the milk comes into the chiller through the milk pipe. So, the milk is chilled in that chiller and then heated in a separate small tank situated next to the chiller. After getting heated of the milk it is supplied to the pasteurization machine through the pipe where the heated milk is chilled and heated again. After then it is supplied to separator. There are three connected separators. One of them is turned on and if there is more quantity of the milk, all the three are turned on. The cream is medium size tank and from there it is heated in a small size tank. From that tank the milk is filled in the two tanks situated next to it and lastly supplied outside the process plant through the pipeline by the motor for making butter, paneer & shrikhand. MIXING OF POWDER MILK Typically, the powder milk is said Dry Milk. The milk remains after exploiting the cream is poured into the balance tank. The SNF and FAT etc. of this milk is comparatively less. So, his SNF and FAT are leveled by mixing the milk powder and then it is send back into the eight insulated tanks of the IInd floor.

27 | P a g e

There was a powder making plant in the Jodhpur Dairy before sometime but it failed due to some reasons. So, this Dry powder is imported from the Jaipur Dairy or Mother Dairy or Amul Dairy as needed. WHAT IS CREAM? Cream is a fatty portion of milk having concentration of fat. It can be separated either by gravity method or centrifugal force. Gravity method, shallow pan method, deep setting method are other methods for the cream extraction. The shallow Pan Method The Deep Setting Method Centrifugal Method

PASTERUISATION OF CREAM The pasteurization of cream is done to increases the keeping quality of the butter, to destroy all Bacteria, mould and Enzymes like (Lipase) and to complete the neutralization effect. It is done at a higher temperature, which is 70 C to 72 C in batch or holding method and 75 C to 80 C in H.T.S.T. method. By pasteurization of the cream, the volatile off flavors can be removed.

Butter is fatty substance containing more butter fat in a continuous phase in fatty substances such as water, salt, curds etc. in dispersed condition. It can be made either fro milk or cream. Legally it should not have less than 80% fat. Table butter may contain 2% to 2.5% common salt. It may or may not have any artificial colours. Butter can be of many types like Desi Butter, Farm Butter & Factory Butter etc. The process involved in manufacture of creamery butter is following:1. Separation of Cream from the Milk 2. Selection of Cream 3. Neutralization or Pasteurization of Cream 4. Cream Ripening 5. Ageing and finally making printing and Marketing of Butter. 28 | P a g e


The Ghee making process starts from the Butter Churn. The butter is supplied to the Ghee making room through the trolleys and it is heated in two big tanks through the steam. Then the processed substance is heated at 40 C in the three Gattles (Tanks) situated on the stands towards above one by one. After getting filtered the residue remains, is thrown. Then this mixture-cum-hot ghee is poured into the two (Haupers) tanks and there it is left for some time for being it cooled. There is a layer for holding the cool water which cools the hot ghee. And this cooled ghee is supplied to a tanks through the filtering pipe, and from the next tank it is supplied to a further next tank thought the filtering pipe. And from that tank it is supplied to the packing room through the pipes. It is collected there in a Big Tank. From that tank the 15 Kg. tins are filled, balanced and packed through the steal seal. Then it is sealed with the seal of AGMARK of Indian Government and sends away for storing and selling. There is two ways for making ghee one, making ghee from cream and second, making ghee from butter.


Paneer is made by Toned Milk. In a big Tank, milk is poured from Insulated Storage Tanks by pipe line. From this tank, two Cans are filled with milk. After it, he milk in two cans is divided into three cans and boiled by steam road at 90 C. And after it, the boiled milk of cans is poured in a big open utensil and some Citric Acid was added in it and shook well. After this, the milk is torn and the wastage water is thrown by tape and the torn milk cream is poured in the Box and covered by white delicate coth and pressed by Vacuum Compress Machine so that the cram may come in shape. After this, this Paneer piece is cut in three pieces and put in cold water. And after some time, these pieces are taken out from the cold water and sent for packing.

29 | P a g e


To make shrikhand, some preliminary activities are done. First of all, curd is poured in the white delicate cloth and tied. After this, this cloth with curd is hanged at a high place and left for 12-14 hours. By this, all the water in the curd, fall on the floor. And this creamy curd is put into the utensil and half of it; sugar is added in it and some Essence is added for particular aroma and shook it will till sugar is not melt. This way the Shrikhand is made.


First of all, we need curd for making lassie. There is a big machine fro making lassie. This machine is called Lassie making Machine. There is tank on this machine, the mixture of curd, sugar, essence, flavour and water is poured in it and this machine automatically shakes this mixture. This well shacked mixture is called Lassie. The role of polythene is fixed behind the machine; it automatically takes the polythene for packing chhach. And particular Gms. that have been set for filling, this machine automatically packs and throws the pack outside.


First of all, we need curd for making chhach. There is a big machine for making chhach. This machine is called Chhach making Machine. There is tank on this machine, the mixture of curd, sugar and water is poured in it and this machine automatically shakes this mixture. This well shacked mixture is called Chhach. For making Namkeen Chhach some salt is added into this mixture and same process for making it. The role of polythene is fixed behind the machine; it automatically takes the polythene for packing chhach. And particular Gms that have been set for filling, this machine automatically packs and throws the pack outside.

30 | P a g e


First of all, a can of milk is taken. For making Dahi (Curd), tone milk is used. And some percentage of Curd is added in this milk can. And this mixture is poured into pouch of 200 Gms. And sealed by Vacuum sealing machine and put into a duple board of carton. And this carton is put into the heat room. The temperature of this room is 37C. At his temperature, the bacteria which are liable for making Dahi (Curd), grows more and this way Dahi (Curd) is made fast & in easier way. In this room, there is a special arrangement of Filaments Rods and Position of a Fan to make the temperature of this room 37 C.

31 | P a g e


1. Title of the Study 2. Duration of the Project 3. Objective of Study 4. Type of Research 5. Sample Size and method of selecting sample 6. Scope of Study 7. Limitation of Study

Research methodology is a systematic way, which consists of series of action or steps necessary to effectively carry out research and the desired sequencing of these steps. The

32 | P a g e

marketing research is a process of involves a number of interrelated activities which overlap and do rigidly follow a particular sequence. It consists of the following steps: 1. 2. 3. 4. 5. 6. Formulating the objectives of the study Designing the methods of data collection Selecting sample plan Collecting the data Processing and analyzing the data Reporting the findings

Objective of the study

Research design

Sample design Data collection

Data analysis

Reporting of findings

1) Project Title:A project Study Report on Product & Marketing Process Analysis of WRMUL Product at Jodhpur Dairy and consumer awareness towards SARAS Product line 33 | P a g e

2) Objective of Study: To study the consumers behavior towards SARAS products. To study about Overall consumer satisfaction level. To assess marketing analysis of WRMUL product at Jodhpur Dairy

3) Duration of the study: - 45 Days 4) Type of Research: - Exploratory and conclusive research.
Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their strengths, and their weakness will help the student to select the type best suited to a specific problem. The two general types of research are: Exploratory research Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.

Conclusive research Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under 34 | P a g e

underlying characteristics of the market or have some precise statement of research questions/hypothesis.

5) Sample size, method of selecting sample and Data collection: Sample Size- 160 (consumers and Retailers) Sample Area- Jodhpur city Sampling Method- Non probability and convenience sampling method Sample Unit - People who buy SARAS products in retail outlets, booths, parlors etc Data collection instrument survey was done through Structured Questionnaire. Area of survey - JODHPUR District Timing of survey - 9.00 am to 12.30 pm and 5.00 pm to 8.00 pm Source of Data: - Primary source; House hold consumers of milk, retailer survey. Secondary source; records, pamphlets, internet etc

SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY? Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling. 35 | P a g e

SAMPLING METHODS Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. The whole city was divided into some geographical areas and I have chosen Mandor, jalori gate. Nagori gate, Railway station, Sardarpura etc. . . . The total sample size was 160. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed. CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience. I visited Garden, Parks, Temple, Superstores and Theatres.

Sources of information:a) Primary Data: - Primary datas are those which are gathered specially for the project at hand, directly e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade associations executives & other businessman & even competitors.

b) Secondary Data: - These are generally published sources, which have been collected originally for some other purpose. Source are internal company records, government 36 | P a g e

publication, reports & publication, reports & journals, trade, professional and business associations publications & reports.

Methods for collecting data: - If it is found that the secondary data cannot be of much
use, collection of primary data become necessary. Three widely used methods of gathering primary data are A) Survey Method: - In this method, information gathered directly from individual respondents, either through personal interviews or through mail questionnaires or telephone interviews. B) Observation Method: - The research data are gathered through observing and recording their actions in a marketing situation. This technique is highly accurate. It is rather an expensive technique. C) Experimental Method: - This method involves carrying out a small scale trial solution to a problem, while at the same time, attempting to control all factors relevant to the problem. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area. D) The Panel Research: - In this technique the same group of respondents is contacted for more then one occasion; and the information obtained to find out if there has been any in their taste demand or they want any special quality, color, size, packing in the product.

6) Scope of Study - The study was carried out in the Jodhpur for WRMUL products.
37 | P a g e

7) Limitation of the study: Unwillingness of respondent to provide information. Inability of respondent to provide. Success and effectiveness mainly depends on the co-operation of the respondents. Non-response rate is very high. Cost constraint Time consumption.

38 | P a g e


1. Fact and Finding 2. Analysis and interpretation 3. Analysis of survey 4. SWOT Analysis 5. Conclusion 6. Recommendations and suggestions 7. Bibliography

39 | P a g e


The promotional effort by unions is satisfactory but union should promote the different variants and there is need to educate consumer about various SARAS products. There are many places where the parlor and booths are not available for saras products such as Mawa, Shrikhand, Paneer, lassi etc. Except milk & ghee not so much people are aware of SARAS Product-line. The replacement policy of leaked pack and un fresh products is not properly in place. It takes little more time to settle the claim. Low profit margin for retailers and agents on some SARAS products. so Due to low margin retailers are losing interest in promoting SARAS products. There are not proper no. booths and parlors available at prime location for purchasing SARAS Products to consumers. Awareness and uses of SARAS products is very low. They dont know about right variants of milk and its product and it merits. Many people use local products because of low, reasonable price and freshness. SARAS products is very highly priced.

40 | P a g e


A. Consumer satisfaction Level in Milk and Milk Products
Q. NO (1) - Milk purchased from?



17% 31% saras dholwalas milk mandi shops

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 consumer to grab the share of dholwalas. Strategies against growing share of milk mandi i.e. chowta and local shops must be formulate to gain the competitive advantage. 41 | P a g e

Q. NO. (2) Packets preferred







Key findings and suggestions: - 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. Q. NO- (3) Average quantity purchased per month?

16% 22%



25 ltrs

50 ltrs

75 ltrs

100 ltrs

Key findings and suggestions: - Most of the consumers and families are consuming 50 liters 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 daily life. Consumers, which are purchasing below 50 liters per month, should be emphasizing while message is communicated. Advertising is required to make them buy more quantity of milk.

42 | P a g e

Q. NO- (4) if you are a Saras customer. (A) Are you getting the required supply from Saras?





Key findings and suggestions Most of the consumers are satisfied with quantity served, so no more measures required to make changes. (B) Are you getting the milk and its products timely?





Key findings and suggestions Booths located in remote areas of Jodhpur 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.

43 | P a g e

(c) Do you find Saras booth and parlors is convenient to approach for SARAS products?





Key findings and suggestions 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?





Key findings and suggestions 69% is a par value of satisfaction, but people find milk of chouhata is fresh that brings a negative frame of mind regarding cold milk. So, we have to create a healthy communication regarding our products to erase the image of cold milk from mindsets of those consumers. 44 | P a g e

Q NO. (5)- Quality of milk and saras milk products? (A) Do you find milk and its products fresh?





(B) Do you find milk and its products tastier?





Key findings and suggestions Taste is a matter of individual specific ness, so we dont really require here more interventions in product ingredients.

45 | P a g e

(C) Do you find price set up for milk packets are reasonable against other milk sources in Jodhpur?

42% 58%



Key findings and suggestions 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. Pricing strategies can be reformulated to oppose the consumer grievances. Q. NO. (6) Home delivery services satisfaction. (A) Are you satisfied with home delivery service?

39% 61%



Key findings and suggestions Service vans and channel of distributions are not satisfactory, i.e. most of the people are unsatisfied and hence rescheduling of home delivery is required to install. 46 | P a g e

Q. NO. (7) Do you find packing and labeling safe and attractive of WARMUL (SARAS) Products?





Key findings and suggestions No more interventions are required in packing and labeling is required, because it is quite safe. Q. NO. (8) Market Share of Milk Product Every people may use of milk product in his daily routine. But every people mat not being using each product of milk depending on its utility and other factor. The utilities of each product are different for each people. The various factors, which affect the market share of milk product, are rate, availability of product, purchasing capacity etc. The graph below gives the market share of the milk product.

47 | P a g e

Q. No. (9) Working on consumers complaints The listening of complaints from consumers regarding products about quality, freshness, price etc. is neglected.

40% yes 60% No

Q. No. (10) Reason for not buying SARAS products The graph shows that 21% respondents showed the problem of price. 33% showed that they have not knowledge about variant types of products, respondents have knowledge only about milk, ghee and 46% respondents give the reason for not buying product is non availability of saras parlors for mawa, paneer, lassi etc.

21% 46% 33% Price Not Knowlegle Not availability

48 | P a g e

Q. No (11) awareness about different type of variant and its merits of SARAS Milk and its products.

10% 40% aware unaware 50% can't say

Q. No. (12) Experience and Satisfaction level with SARAS Products:The graph shows that 26% of SARAS products buyers showed full commitment with saras products. 24% users expressed satisfaction and 50% say that improvement is needed.

26% 50% 24%

Good satisfactory improvement needed

Q. No. (13) Distribution channel members are satisfied with company? 49 | P a g e

40% yes 60% No

Fact and finding- The agent and distributors have basic problem with regards to very low margins offered by SARAS as compared to other brands. This fact is also deterring the marketing efforts and is also luring the agents to other mild brands. The replacement policy of leaked pack is not properly in place. It takes little more time to settle the claim.

50 | P a g e


Market for Dairy Industry is captive, as people will never stop using 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. The Industry should also keep an eye on the Fake products produced by the companys 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 diversify change. Due to entry of other competitors, it has become necessary for saras to frame new strategies that enable them to survive & 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 needs 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 & the range of services offered to the customers. This research study has attempted to assess the customer feedback to identify the gaps, which are yet to be filled. This chapter covers exclusively the analysis of survey results.

51 | P a g e

In any organization, strength and weakness indicate the capability and preparedness of the organization to respond the business opportunities likely to be available in the environment and the extent to which it is able to use its strength to neutralize the treats.

Provide quality products with consumer satisfaction Organization sells his product directly to the industrial users. Improves the quality of a product and service continuously. Quality and accuracy is the main strength. Organization's productivity is too high Product planning Availability of trained manpower Product Planning Storage Facility Good procurement base Established infrastructure

High overheads Work force with low skill levels Company does not make the public relation by giving sponsorship, seminars, speeches and company magazines. Company is not upgrading its website regularly. Company does not introduce new product line. Inadequate coverage of markets. No sales promotion. Lack of Transport facility. 52 | P a g e

Covering maximum market in Rajasthan Company advertises its product on internet. Market research, inspection and development Using the standard weights, grade and standardization. Growing health consciousness among consumers. Vast untapped market potential.. Growing health consciousness among consumers.

Low entry barriers Flexible competitors Employee turnover Competition in market Quality of raw materials Threats by local supplier's viz. chohata.sanskar, and by other milk company.

53 | P a g e

Saras dairy is competing successful in the domestic market and has mastered the ability to absorb state of the art technology. It has dedicated R&D and the relating labs to focus. The organization has made a name for it and is highly respected for its quest for quality in quantity. Continuous up gradation of technology and training of marketing, with regular marketing strategies of its organization has helped the organization to be amongst the best. 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 organizations marketing. The organization has a very well thought out organizational structure, streamlined procedure and well-motivated workforce. A lot of attention has been paid to the marketing department and ethos of the 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. Another factor that emerged during the training was that the organizational relation existing in this organization is very healthy and there is no single dispute pending between the management and employee. The "Quality Policy" of this enterprise is the core factor of the organization. As is evidence from the objective laid down by the organization it believes in development of good people, good techniques, and good environment. The carport's philosophy- "To be the best and quest for quality in quantity" has been very evident in each and every aspect of functioning of the dairy. It was very heartening to see that there is absolutely no compromise on the quality aspect and rejected lots of the produce were discarded out rightly. 54 | P a g e

The above factors put together with the hard and efficient work of employees, have laid Saras dairy is poised to conquer more heights and remain firmly where it always has been right at the top.

Following points after analyzing the market under the conclusion: Awareness of some of the SARAS products like Milk, Ghee, shrikhand, butter, chhach lassi is high while some of the products like Paneer and Flavored Milk is very low. Most of the consumers prefer milk, ghee and shrikhand of SARAS Brand. Awareness and Uses of flavored Milk is very Low. Many people use local products because of low, reasonable price and freshness. Goodwill of SARAS brand is at higher state but Brand Image of AMUL is high in the mindset of consumers

55 | P a g e


The promotional effort by unions is satisfactory but union should promote the different variants and there is need to educate consumer about various SARAS products. Different strategies should be adopted by organization to change the mind setup of the consumer. Strict action towards duplicate and un-fresh products should be taken. No. Of booth should be increased and appointing more distributors, opening more parlor at prime location. Quality of Butter, shrikhand and Paneer should be improved. Price plays very important role in purchasing habit so it should be reduced as much as possible. (Price of SARAS Ghee is very high). Awareness should be increased through advertisement because except milk/ghee not so much people are aware of SARAS Product-line. Launching promotional campaign trough newspapers, T.V, wall painting etc. focusing specific attributes such as Purity and quality of SARAS milk, Consistent supply and hygienic quality, Competitively price (value for money), Safe and healthy to drink etc. Introduce new products in SARAS product line to compete with competitors like ice creams, chocolates, juices, Biscuits, sweets etc. is essential. Revise profit margins should be done for Distribution channels members and retailers so they can promote the WRMUL products.

56 | P a g e

Suggestion According to Four Ps

1. Saras Ice cream advertisement should be large scale of T.V, Radio, Newspapers etc. 2. Quality of Ice cream should be increase with planning. 3. Improvement in Taste, Range, Quality etc 4. Ice cream should take place of every place like Saras both, shops, and other important places. 5. Saras Co-operative company should be go through like newspapers, T.V Channels, Magazines, rickshaws, hoardings, internet and many places.

Suggestions for Success

Robust Supply Chain The vast and complex supply chain Hierarchical network of cooperatives Stretches from small suppliers to large fragmented markets. Low Cost Strategy Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money Diverse Product Mix SARAS Butter, Milk Powder, Ghee, Cheese, Mawa, Shrikhand, Ice cream, Milk etc Strong Distribution Network SARAS products are available in over 1200 retail outlets (Booths & parlors) across Jodhpur and company should appoint more & more Booths and parlors at Prime location. Technology and e-initiatives New products Process technology 57 | P a g e


Business today faces three major challenges and opportunities: globalization advantages in technology and deregulation. Effective marketing can take many forms - it can been entrepreneurial, formulated, or entrepreneurial and markets are involved in marketing many types of entities: goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. Marketers are skilled at managing demand: they seek to influence the level, timing, and composition of demand. To do this, they face a host of decisions; from major ones such as, what features a new product should have a minor one such as the color of packaging. They also operate in four different market places: consumer, business, global and non-profit For each chosen target market, a firm develops a marketing offering that is positioned in the minds of buyers as delivering some central benefits. Marketers must try to understand the target market's needs, wants, and demands: a product or offering will be successful if it delivers value and satisfaction to the target buyer. The term market covers various grouping of customers. Today there are physical market places and digital market spaces, as well as mega markets. Exchange involves obtaining a desired product from some one by offering something in return. A transition is a trade of values between two or more parties: it involves at least two things of value, agreed-upon conditions, a time of agreement and a place of agreement. In the most generic sense, marketers seek to elicit a behavioral response from another party: a purchase, a vote, active membership, and adoption of cause. Relationship of marketing has the aim of building long-term mutually satisfying relationships with key parties-customers, suppliers, distribution-in order to earn and retain their long-term preference and business. The ultimate outcome of relationship marketing is the building of unique company asset called a marketing network.

58 | P a g e

Marketers reach their markets through channels communication distributions and selling. Marketers operate in a task environment and broad environment. They face competition from actual and potential rival offerings and substitutes. The set of tool marketers use to illicit the desired response from their target markets is called the marketing mix. There are five competing concepts under which organizations can choose to conduct their business: the production concept, the product concept, the selling concept, the marketing concept, and the social marketing concept. The first three concepts are of limited usefulness today. The marketing concepts hold the key to achieving organizational goals consisting of determines the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. It starts with a well-defined market, focuses on customer needs, and co-ordinates all the activities that affect the customers. In recent years, some have questioned whether the marketing concept is appropriate philosophy in a world faced with major demographic and environmental challenges. The social marketing concept holds the organizations task is to determining the needs, wants, and interest of target markets and to deliver the desired satisfactory more effectively and efficiently than competitors in a way that preserves or enhances the customer's and the society's well being. The calls upon marketers to balance three considerations: company profits, consumer want satisfaction, and public interest. Before we go deeply into our areas of advertising and Sales Promotion of milk products we are going to discuss about the basic concepts of marketing such as: Analysis consumer and buyer behavior, Developing new market offerings, Managing product lines and brands, Designing pricing strategies and programs, Managing retailing wholesaling, and market logistics,

The promotional effort by unions is satisfactory but union should promote the different variants and there is need to educate consumer about various SARAS products. 59 | P a g e

SARAS MILK PRODUCT SERVEY (Retailers and consumer) Scheduler for SARAS Milk Product. Name:Address:Phone no:Hotel / Restaurant / Booth / Shop:Area:(1) In which Saras product are you dealing? a) Milk b) Paneer c) Chach & Lassi d) Ghee e) All above products (2) Since when you have been dealing with Saras product? a) < 1 year b) 1-3 year c) 3-5 year d) > 5 year (3)Why do you sale only Saras Brand product? a) Saras is natural product. b) Saras product supply is regular. c) Customer demand d) No other brand option 60 | P a g e

(4) Do you provide home delivery to customer? a) Yes b) no

(5) What are your sales of following Saras product? a) Milk b) chach c) Lassi d) Paneer e) shree khand f) Ghee .. .. .. .. ...

(6) What is percentage damage of product during delivery? a) Nil b) < 1% c) 1-3% d) >3%

(7) Profile of the outlet? a) Saras parler/Booth b) Hotel c) Restaurant d) other

(8) Are you satisfied with Saras brand on following factor? Factor Quality Packaging Delivery time (9) Are you satisfied with Saras cooperation? Comments: (Yes/ no) Researcher... Signature.. Name ... Date.. Dissatisfied Indifferent Satisfied

61 | P a g e

CONSUMER SERVEY (1)Name:(2)Address:(3)Area:(4)No. Family Members (5) Profession a) Business b) Service c) Other (6) Educational Background a) Metric b) Graduate c) Post Graduate (7) Source of Milk and Quantity e) Saras Dugdh f) Local Milk Venders ( Dholwala) g) Temporary Milk Shop ( Chohata ) h) From Provision store 62 | P a g e

(8) What are daily sales of Saras milk from your shop? a) <30 liters b) 30-50 liters c) 50-80 liters d) >80 liters (9) Profile of the outlet? a) Sarasm Booth b) General provision stores c) other

(8) Are you satisfied with Saras brand on following factor? Factor Quality Packaging Delivery time (9) Are you satisfied with Saras cooperation? Comments: (Yes/ no) Researcher... Signature.. Name ... Date.. Dissatisfied Indifferent Satisfied

63 | P a g e


Internet Internet Searching Indian Dairy Scenario Milk Facts Various Brochures Introductory Brochure Product Pricing Brochure Products Detailing Brochure

64 | P a g e