A

TRAINING REPORT

On

“Market Analysis of SARAS Product in Jaipur city”

45 Days Summer Training Project with

JAIPUR ZILA DUGDH UTPADAK SAHAKARI SANGH

LTD.

Submitted By:

Chiman Pal

MBA- III Semester

Poornima School of Management, Jaipur

ISI-2, RIICO Institutional AREA, Goner Road, Sitapura,

Jaipur

POORNIMA SCHOOL OF MANAGEMENT

(Department Of Management Studies)

(ISI – 2, Goner Road, Sitapura, Jaipur)

CERTIFICATE

Summer Project/Training during June – July, 2010

Certified that Mr. CHIMAN PAL student of Master of Business Administration,

III Semester has submitted his report on “Market Analysis of SARAS

Product in Jaipur city” after successfully completing the summer practical

training at ‘JAIPUR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD’ from

June 17th to August 1st 2010, towards fulfillment of the syllabus requirement

prescribed by Rajasthan technical University, Kota for MBA III semester

Paper.

Vandana Sharma

Director, PSOM

ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Mr. S.K.LAKHIANI Sales manager Dept. Marketing for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge him for extending their valuable guidance, support for literature, critical review of the project and the report and above all the moral support he had provide to me with all stages of the project.

I would also like to thank the supporting staff Department, for their help and co-operation throughout our project.

Chiman Pal

TABLE OF CONTENTS

S. No. Content Page no.

1. Preface 05

2. Executive summary 06

3. Industry profile 07

4. Company profile 11

5. Objective, Scope and purpose 32

6. Research Methodology 35

7. Data collection and analysis 46

8. Conclusions 60

9. Recommendation 62

10. Limitations 63

11. Bibliography 65

12. Appendixes 66

PREFACE

With the increasing trend of globalization the market competition are increasing day by day. In this competition the customer attitude has also change.

Consumer’s attitude has been of prime importance in the marketing of every product. As marketer it is important to recognize why and how individual make better strategic marketing decision. If marketers understands consumer’s buying behavior than they are able to shape their marketing strategies accordingly. No doubt, marketer’s who understand consumer’s behavior’s have great competitive advantage in the market palace.

Today, In competitive edge, choice of alternative is available in the market and consumers are also influenced by their informational and environmental clues that can persuade the consumer. So the usability patterns of SARAS milk consumers become more important for company to understand and retain subscribe.

This report is an effort from the researcher to find out the attitude of the SARAS consumer in the competitive changing scenario. The report has been prepared in four chapters consisting “Introduction to the company, survey profile, project profile, conclusion, and suggestion” respectively.

EXECUTIVE SUMMARY

The Company Guide Mr. GOVIND GUPTA, (Marketing manager) of JAIPUR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD asked us to study and gain knowledge about Manufacturing Companies and particularly about Saras Organization and gained various insights about their organization as to how Saras organization works. I learned about Marketing Strategies, New product Development, Manufacturing process and machineries and Research work.

During my training period, I was assigned to do survey of Consumers in Jaipur City . In the survey , I collected the information with the help of questionnaire and spread awareness about new free home delivery scheme of the Saras In this report , I have also tried to find out the attitude of the Saras consumer .

I have put my wholehearted efforts and knowledge to make this report. I have also provided suggestions on the Saras marketing & gave lots of marketing ideas or strategies that will be adopted by the Saras in the monopolistic competition .

INTRODUCTION OF THE INDUSTRY

Lot of Indian people start day with tea & milk as 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 this plan ten state selected . Our country is on first position in production of milk. But in the field per capita availability of milk we are very behind .In America per capita availability of milk 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

General Review:-

Indian dairy emerging as sunrise industry and contribute significantly in generating small and marginal farmers of India, besides providing food security.

India is blessed with huge bovine population of 196 million cattle and 80 million buffaloes accounting for 51% if A Asia and 19% of world bovine population the largest in the world.

Milk population in India has increased from 20 million 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 an annual growth rate of 5% per year.

India dairy industry generates an annual business of nearly Rs. 88,000 crore.

Dairy sector provide regular employment to 9.8 million people in principle 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 union and around 1,00,000 village cooperative societies , through which rural milk production and procurement system have been effectively linked to urban market consumption center .

Of every 100 liters of milk produced, 44 liters were retained by the rural fold and 56 liters were the marketable surplus for the urban area. Of which only 10 liters was handled by the organized sector cooperative and remaining by traditional sectors.

Operation flood brought milk revolution in the country by dairying in to a core economic activity. The main challenges before the Indian dairy sectors to improving quality, developing international accepted product and stepping up global marketing strategy

The future of Indian dairy industries promising, since its de-licensing in 1992, the interest of multinational company and Indian corporate growing and the industry’s growth potential is high as there is sufficient domestic demand and good scope for export of milk and milk products.

Indian is emerging as one of largest and fastest growing consumer market in the world with high income elasticity of demand of dairy product. Indian dairy is energy efficient labor intensive and ecological sound.

Over 80% of milk sold in urban and semi urban area is non pasteurized from unorganized sector. The over all market for liquid milk is growing 4% per annum.

Similarly in Rajasthan there is cooperative federation known as, Rajasthan co-operative dairy federation (RCDF) which provides the milk to whole Rajasthan with the help dairy unions, establish in the different parts of the state.

JAIPUR DAIRY: AN OVERVIEW

BRIEF HISTORY:-

Dairy development was initiated by the state government in the early seventies under the auspices of Rajasthan State Dairy Development Corporation (RSDDC) registered in 1975. Two years later RCDF assumed responsibility for many o the functions of RSDD. It became the nodal agency for implementation of operation flood in the state. Rajasthan Cooperative Dairy Federation (RCDF) set up in 1977 as the implementing agency for dairy development programs in Rajasthan is registered as a society under the Rajasthan cooperative societies act 1965. Towards fulfillment of the national object of making India self sufficient in milk production small step was taken in March 1975 and Jaipur Zila Dugdh Utpadak Sakhari Sangh Limited.(Jaipur Dairy) was registered under the cooperative act 1965 to work in Jaipur district. Initially this union did not have the processing facilities. It started with a model beginning of procuring 250 liter. of milk per day. In June 1981, Jaipur dairy plant was commissioned as a unit of Rajasthan Co-operative dairy federation ltd. Jaipur was commissioned for processing and manufacturing milk and milk products. The initial handling capacity of Jaipur dairy plant was 1.5 lakh liter per day with a powder plant of 10 MT per day capacity. Processing facilities of the dairy plant presently include multifarious activates like chilling, pasteurization, standardization, sterilion, production of ghee, table butter, skimmed milk namkeeh chach, lassi, paneer, shrikhand , aseptic milk and powder.

The dairy procures milk through his network of more than 700 villages’ level dairy co-operative societies spread in Jaipur and Dausa district. Dairy arranges transportation of milk from doorsteps milk producers to the receiving points at a dairy plant and its chilling centers. Payment of milk is distributed to the milk producers on a ten day basis. Procreant and input activities include farmers organization, input services like animals health coverage and supply of balance cattle feed and improved fodder seeds to the members, cooperative development progamme, training etc. in 1992, the Jaipur dairy plant was handed over to Zila Dugdh Utpadak Sahakari Sangh (Jaipur milk union) with the multiple increases in market of milk and milk product and also in milk procurement. The capacity of the plan was increased to 2.5lakh ltr per day in 1998-98 to improve the quality or raw milk the dairy has commissioned three chilling centers at Kaladera Dudu & Shahapura apart from enhancing the capacity Dausa milk chilling center. Over the year, there has been not been looking back for Jaipur dairy and the significant growth has been achieved during the year 1998-

99 monthly average of the milk sale has been 143000 Ltr per day with peak milk procurement during besides the near by sale milk unions like Sikar, Tonk, Swaimadhopur and Bharatpur also send their milk to Jaipur dairy for processing during peak flush season.

COMPANY PROFILE: AN INTRODUCTION ABOUT RCDF:-

Dairy development was initiated by the state government in the early seventies under the auspices of Rajasthan State Dairy Development Corporation (RSDDC) registered in 1975.

Two years later RCDF assumed responsibility for many of the functions of RSDDC. It became the nodal agency for implementation of operation flood in the state.

Rajasthan Cooperative Dairy Federation (RCDF) set up in 1977 as the implementing agency for dairy development programmes in Rajasthan is registered as a society under the Rajasthan cooperative societies act 1965.

LOOKING INTO THE PAST:-JAIPUR MILK SUPPLY SCHEME (JMSS) was the department of Govt. of Rajasthan the requirement of milk and milk products of the city of Jaipur. In early 1970 the Govt. accepted the co-operative as the model dairy development in the state and the financial assistance was obtained in 1975, from the world bank for the dairy development programmers’ in the state.

The Rajasthan State dairy Development Co-operation was set up as the implementing agency for this programme. This function was subsequently

handed over to the Rajasthan co-operative Dairy Federation (RCDF) when the state was covered under operation flood programmed.

On April 1983, the JMSS was merged with RCDF. Thus the federation inherited the Jaipur Dairy along with the staff as well as the mandate to meet the demand of the milk product in the Jaipur city.

It may be noted that Jaipur is the largest market for milk and milk product in Rajasthan and hence the Jaipur Dairy has predominently milk marketing function. Subsequently, the RCDF handed over the Jaipur Dairy to the Jaipur milk union April on 1992.

STATE PROFILE:-

Rajasthan with a geographical area of 3,42,239 sq. kms is India's largest state with population of 56 million and a density of 165 persons per sq. kms

After agriculture, cattle and other livestock are the most important sources of livelihood in the state, especially for the poor. In the western regions of the state, with limited farming potential, livestock provides livelihood security.

This is a more stable source of livelihood than farming since it is less affected by failure of rains than is agriculture.

Agriculture and dairying have always been inter-dependent in the state. The cultivator depends largely on bullock power for tillage, irrigation and carting.

Milk and milk products constitute the only source of animal protein for a sizable vegetarian population.

Milk is also an item of cultural importance. Milk products are integral constituent of religious ceremonies.

Animal husbandry contributes over 13% to the gross domestic product. Rajasthan with the highest livestock population in India contributes nearly 40% of wool production and 10% of all milk production in the country. Notable cattle breeds of the state are:-

Gir in Ajmer and Bhilwara, Tharparkar in Jaisalmer, Barmer & Jodhpur, Haryana in Sikar, Jhunjhunu, Jaipur & Ganganagar, Kankrej in Barmer, Jalore, Sanchor & Jodhpur, Rathi in Bikaner & adjoining areas.

COMPANY BRIEF PROFILE:-

Registered March 1975 Plant commissioned June 1981 APS April 1984 Coverage Jaipur &

Dausa Started with 25 DCS

Processing facilities (Jaipur dairy) transferred in April 1992 APS transferred in April 1997

Plant capacity– Initial 1.5 LLPD – Expanded to 2.5 LLPD– Further Expanded to 5.00LLPD – APS 40 TLPD– Powder plant 10 MT/ day– Expanded to 15 MT/ day

Chilling centers Initial 02 Present 07 Procurement

(2001-02) 284 TKGPD(2002-03) 340 TKGPD(2003-04) 339 TKGPD(2004-05) 468 TKGPD(2005-06) 504 TKGPD(2006-07) 493 TKGPD(2007-08) 470 TKGPD

PACKED MILK SALE:-

• POLYPACK(2001-02)           232 TLPD(2002-03) 274 TLPD

(2003-04) 351 TLPD (2004-05) 360 TLPD (2005-06) 422 TLPD (2006-07) 455 TLPD (2007-08) 491 TLPD

UHT MILK

(2001-02) 67.04 Lakh Ltr. (2002-03) 88.41 Lakh Ltr. (2003-04) 65.45 Lakh Ltr. (2004-05) 90.44 Lakh Ltr. (2005-06) 93.88 Lakh Ltr. (2006-07) 94.33 Lakh Ltr (2007-08) 106.43 Lakh Lt

Today Jaipur dairy provides liquid milk of four types name

Toned Double toned Standard and Gold (Full cream) and Various products like Ghee. Paneer table butter, chach, lassi,

shrikhand in the district of Jaipur & Dausa and also contbutes grid. Its sale tetra packs milk throughout the country.

The plant is managed and operated by well-qualified, competent and experienced, managerial cadre and highly motivated work force to provide highest quality of product of product and best of services to its esteemed customers To further improve the efficiency and effectiveness of the plant performance, Jaipur Dairy (Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd., Jaipur) had earlier obtained the Quality Management Systems Certification as per ISO 9002:1994 in combination with IS: 15000 (HACCP) in the year 2000. Now the dairy has upgraded the system in accordance with ISO: 9001: 2000 in combination with (HACCP) as per IS: 15000: 1998.

ORGANISATION STRUCTURE

The Federation is a State level apex co-operative organization owned by its member unions each of which, in turn, is owned the dairy co-operative

societies in its area of operation which are themselves owned by farmer members.

The Federation has a board of directors which has overall responsibility for the planning policies, financial resource mobilisation and management, member and public relations as well as liaison with agencies of the state and central government, financing institutions etc. The Federation has a chief executive designated as Managing Director.

MARKETING SECTION

THREE-TIER STRUCTURE:-

The dairy co-operative movement operates on three tier system wherein farmer members own dairy co-operative societies (DCS) which own district milk producer's union. The unions collectively own the RCDF.

It is a vertically integrated structure that establishes a direct linkage between those who produce the milk and those who consume it.

Federation :–

Provides service & support to unions. Marketing within & outside state, Liaison with government and NGO agencies, mobilization of resources & coordinating & planning programmes / projects.

Union :–

Develops village milk cooperative network, procures milk from DCS, processes & markets. Sale of cattle feed and related inputs, promotion of cross breeding through AI and NS, promotion of fodder development and general support & supervision to DCS.

DCS –

Provides input services (AH, AI) to its members and procurement o

MILK UNIONS:-

Ajmer

Alwar

Banswara

Barmer

Bharatpur

Bhilwara

Bikaner

Churu

Ganganagar

Jalore

Jaipur

Jhalawar

Jodhpur

Kota

Nagaur

Pali

Sikar

Tonk

Udaipur

INFRASTRUCTURE:-

Exotic Nucleus Farm – Bassi

Frozen Semen Bank – Bassi

Fodder seed farm – Rajori, Bassi, Pal

ACTIVITIES OF RCDF:-

The marketing activities of the Federation include providing support to the Milk Unions in milk and milk products within and outside the State.

RCDF is presently marketing milk & milk products under SARAS BRAND. Fresh milk of different compositions and long shelf life tetra pak milk is being marketed in rural and urban areas. The Federation is a major supplier of tetra pak milk (UHT) to the armed forces.

RCDF is also marketing various fresh milk products in Saras brand, which are, Chhach, Lassi, Shrikhand, Flavored Milk, Mawa, Paneer and Dahl.

Long life products such as Cow ghee, Ghee, Table Butter, Dairy Whitener, Skim Milk Powder, WMP and Tetra Pak Milk (Cow Milk, Taza Milk and Fit and Fine) are also being marketed.

SERVICES

Quality

Jaipur dairy has got a sophisticated quality Control Laboratory, which is equipped to carry out almost all the chemical and bacteriological tests related with milk and milk products. The QC lab also carry quality tests for various packaging material, ingredients, chemicals used in Jaipur Dairy. The services of the QC lab are also used for carrying our consumer awareness programs like "Dudh Ka Dudh Pani Ka Pani". We also have facility for general public for getting their milk/ghee samples tested in our QC lab free of cost. 

Engineering

The lifeline of Jaipur dairy i.e. steam, water and refrigeration is provided and maintained by the Engineering section. Apart from this, this section does regular maintenance both preventive and corrective, only. Considering the perishable nature of milk, the engineering section has to be on its toes always.  The section is managed by well- qualified and experienced manpower, which are at par with any professional organization. 

Human Resource Development

Jaipur dairy has always considered its staff member as an asset. Various programs are run on continuous basis for keeping the morale of employees high. Without the positive support of the employees, the success story of Jaipur Dairy would not have been possible.  Yearly Get-together of all officers and employees is one of the most important events of Jaipur Dairy.  For the last few years, more emphasis is being given on employees’ training in the field of Attitude, Customer Relations, Positive Thinking, Time Management, Stress Management, and Team Building etc. apart from technical subjects. Employees are being made aware of such subjects either by nominating them to various training organizations and workshops & seminars. Also experts are being invited to conduct in house workshops & seminars. Jaipur Dairy has a HRD cell also, which circulate good and readable articles to employees for self-development.

ACTIVITIES

This Dairy procures milk through its strong network of over 1200 Village level Dairy Co-operative spread in Jaipur & Dausa district. Dairy arranges transportation of milk from doorsteps of milk producers to the receiving point at dairy plant and its chilling centers. Payments of milk are disbursed to the milk producers on ten-day basis.

Procurement and input activities include Farmer's Organization, Input Services like Animal Health Coverage, animal breeding programme, Supply of balanced cattle feed and improved high yielding fodder seeds to the members, Cooperative institution building , Women Dairy Cooperative Leadership programme and   Training of DCS manpower and its Managing committee members etc. 

Processing facilities of the dairy plant presently include multidimensional activities like chilling, Pasteurization, standardization, sterilization, production of Ghee, Butter (Salted / Unsalted), Skimmed Milk Powder(SMP), Indigenous fresh Milk Products (Paneer, Shrikhand, Chhach (Plain / Salted), Lassi, Mawa (Khoa)& Dahi (Plain / Mishti) and Aseptic Milk (which was handed over to Jaipur Dairy only in 1997-98).

 

To improve the quality of raw milk, the Dairy has commissioned chilling centers and installed Bulk Coolers at various places in the milk shed. 

WOMENS EMPOWERMENT We have entered in the 21st centaury; still Back bone of our Indian economy is primarily agriculture & animal husbandry. Most of the activities, & related to there two fields are done by women but have contribution is not recognized at any level.

In dairy & animal husbandry sector, she is playing very important role. But behind the screen, Jaipur dairy also identified the significance of her role & started emphasizing on participate increasing women participation by increasing women membership & no of women in D.C.S. management committee. It could yield only a mild positive impact. Jaipur Dairy in 1991 started RAJASTHAN WOMEN DAIRY PROJECT, supported by Ministry of

HRD G.O.I .Under this project exclusively women dairy cooperative societies were organized, where member, management committee member, chairperson secretary etc, were all women. Object of these project was society economic development of rural women This project had following programming Literacy prog, health & Sanitation Prog.,Employment prog, Awareness Generation prog.

All these activities were to be performed on women Dairy Cooperative Society Plate form.

This program yielded very good results. Beside considerable increase in income, increase in literary level better adoptability of Health & Hygiene practices, There is tremendous increav in her AWARENESS. She is more confident, better decision maker, self relient, ambitious & vocal. All these features were observed & felicitated by the then US President Mr. Bill Clinton during his visit to NAILA (JAIPUR) where are our dairy women demonstrated not only the working of on automatic milk collection station with computers but also discussed will him the story of their storage and success.

To system this Impact and feature strengthening women dairy cooperatives Jaipur dairy started women dairy cooperative leadership development. Program and cooperative institution building program with. The help & support of National Dairy Development Board, Jaipur.  Objective of this program is again strengthening of WDES & its numbers by increasing women participation in all activities of WDES. Modus apparent for awareness is training at various levels. These peregrine facilitated by local resource person who is again a women,  Selected out the same level onass,local , literate , vocal ,acceptable locally ,vibrant & having leadership ability. This program has also given good result in the form of owning of organization, role perception & loyalty to D.C.S. Woman empowerment is continuous process. Only this we can say is “A promise to keep, A Dream to fulfill, And Miles to go”

Method of manufacture of sterilized-flavored milks/drinks

These combine the advantage of both sterilized and flavored milks/drinks. The method of preparation is given below.

Flow diagram of manufacture:

Receiving milk same as for To sterilized milk Clarification (2.1)

Mixing flavor/essence, color and sugar Filling and capping same as for To sterilized milk Storage (room temperature) (2.1) Details of manufacture:-

The method of preparation consists of all steps indicated above. In addition, in between clarification and filling, flavor or essence, permitted (matching) color and sugar (syrup) are added and mixed into the milk.

Briefing of the project

F oundation of the project:- Objective /research Foundation

↓

Analytical model↓

Research questions and hypotheses↓

Specification of information needed

Objective or theoretical framework:-

The objective of this research is to identify the potential market or potential Sale of the Saras milk in the jaipur city and then to prepare a suitable advertisement plan. So, to check it out we have to emphasize on the

customers of thesaurus milk. We have to consider both users and non-users into out account to check that how much market untapped yet?And how much scope to promote the product sale.

There fore this research should be able to bring to the fore, certain other factors that could lead to growth of this segment At the very least, the research should corroborate the existing assumptions regarding the influencing factors, it should be in apposition to verify that the steps various players are taking to stimulate vultures are in the right direction, and would eventually lead to an increase in market share.

ABOUT THE STUDY

“Market analysis of fresh product” in jaipur city and prepare its Promotion policy

The "Saras" range:

Fresh Milk Long Shelf Life Milk (UHT)

DTMTonedStandardFull CreamSkimmedCow MilkCamel Milk

Skimmed MilkDouble Toned MilkToned Milk (Taaza)Cow Milk

Fresh Milk Products Long Shelf Life Milk Products

ChaachLassiDahiPaneerShrikhandIcecreamRasgullaFlavored milkMawa

GheeCow GheeTable ButterSMPWMPCheeseDairy WhitenerWhite Butter

Cattle Feed  

Balanced feedHigh energy

Mineral mixtureUrea Molasses Brick (UMB)

PRODUCT WT. RETAILER MRP(JAIPUR)GHEE 1Ltr. 210.83 225.00GHEE ½ Ltr. 106.85 114.00GHEE Tin 15 Ltr. 2970.00 3075.00GHEE Tin 5 Ltr. 1054.15 1100.00COW GHEE 1 Ltr. 230.00 240.00COW GHEE 5 Ltr. 1149.99 1200.00COW GHEE 15 Ltr. 3270.00 3300.00Table Butter 100 gm 17.12 19.00Table Butter 500 gm 82.88 92.00White Butter 200 gm 25.00 27.00Paneer 200 gm 25.00 27.00Paneer 1 kg. 125.00 135.00Lassi 250 ml. 7.75 9.00Chhach 250 ml 6.75 8.00Pudina chhach 500 ml 5.00 6.00Plain chhach 500 ml 7.50 8.00Shrikhand Plain 100 gm 8.90 10.00Shrikhand 100 gm 9.90 11.00Shrikhand 500 gm 46.00 50.00Dhahi cup 200 gm 8.00 9.00Rasgulla 1 kg 69.00 75.00Gulab jamun 1 kg 79.00 85.00Milk cake 500gm 64.50 68.00Fla. Milk 200 ml 10.50 12.00Kheer 100 gm 9.50 11.00DTM ½ Ltr. 9.13 9.50DTM 1 Ltr 18.25 19.00TM ½ ltr 20.25 21.00

PRODUCT WT. RETAILER MRP(JAIPUR)TM 1 Ltr 20.25 21.00SM ½ ltr 11.13 11.50SM 1 Ltr 22.25 23.00GM ½ ltr 12.63 13.00GM 1 Ltr 25.25 26.00DTM 5 ltr 89.50 95.00GM 5 ltr 124.50 130.00TM 5 ltr 99.50 105.00Fit&Fine 1 ltr 28.00 30.00Fit&Fine ½ ltr 26.00 28.00Cow milk (Shakti) 1 ltr 31.00 33.00Cow milk(Fino) ½ ltr 30.00 32.00Taza milk 1 ltr 30.00 32.00SLIM milk 1 ltr 26.00 28.00

Cheese 400 gm 79.79 90.00

Milk collection tankers and milk checking machine

SARAS FLAVORED MILK

Different flavour:-

(a)Strawberry(b)Coffee(c) Chocolate(d)Elaichi(e)Masala mix(f)Mango

(g)Rose

Pack size: - 200 ml

Flavored milk:-

Flavored milk is a sweetened dairy drink made with milk, sugar, coloring and artificial or natural flavoring. Flavored milk is often pasteurized using ultra-high-temperature (UHT) treatment, which gives it a longer shelf-life than plain milk. Pre-mixed flavored milk is sold in the refrigerated dairy case alongside other milk products. Flavored sweetened powders or syrups which are added

to plain milk,Flavored milk is milk that has sugar, colorings and (mostly inexpensive artificial) flavorings added to make it more appetizing, especially to children. It can be sold as a powder to be added to plain milk,

The most common flavor for flavored milk is chocolate, which is achieved with cocoa powder. A variant of chocolate flavored milk are candy-bar themed drinks,Flavour milk is milk to which some flavour have been added .when the milk is used the product should contain a milk fat percentage at least equal to minimum legal requirement for market milk .but fat level is lower than (1-2%) the term drink is used .

Purpose:-

To make milk more palatable to those who do not relish it is such to stimulate the same of milk to put skim milk to profitable use.

Flow diagram of manufacture :-

Receiving milk↓

Standardization↓

Pre heating (60◦c)

Homogenization 2500 PSI↓

Pre heating (35-40◦c)↓

Mixing cocoa, sugar, and stabilizerOR

Mixing flavour /essence, color and sugar↓

Pasteurization (71◦c/30 min)↓

Cooling (5◦c)↓

Bottling and storage

Chocolate flavored milk :-

In chocolate milk the ingredient are:-

1. cocoa power 1 to 1.5%

2. sugar 5 to 7.0%

3. stabilizer 0.2%(sodium alginate)

4. fat level 2%

The milk on receipt is standardized, pre heated to 35 to 40◦C and filtered alternatively after standardized it is pre heated to 60◦C homogenized at 2500 PSI and then clarified .To the warm milk ,the desired amount of cocoa mix ,sugar and stabilizer are slowly added and stirred so as to dissolve them properly .The mixture then pasteurized at 71◦C/30 min cooled rapidly to 5◦until used .The bottle are inverted up and down a few time before consumption.

Chocolate flavored milk:-

is a sweetened, cocoa-flavored milk drink. Other ingredients, such as starch, salt, carrageen an, vanilla, or artificial flavoring may be added. Chocolate milk should be refrigerated like plain milk. There are many brands of chocolate milk available in pre-mixed packages, including bottles and cartons. Some brands like Saras and amul. Chocolate supplies oxalic acid, which reacts with the calcium in the milk producing calcium oxalate, thus preventing the calcium from being absorbed in the intestine. However, it is present in small enough amounts that the effect on calcium absorption is negligible.

Strawberry milk:-

is made either with fresh strawberries mixed with milk, with strawberry powder or with a strawberry flavored syrup. It is a relatively recent development in the dairy world. It still has not gained the commonplace notoriety that chocolate

milk has, but is being sold in more stores than the past. saras also makes a strawberry milk powder.

In the india, strawberry flavoured milk is made by several companies. Nestle's and many local dairies around the country including, Smith's, H. Meyer, United, Reiter, Trauth, Dairymen's Dairies all provide 1% strawberry flavored milk to schools in 8oz plastic recyclable bottles. Another company to make such a product is the Prairie Farms milk company that makes a carton of strawberry milk.

Fruit flavored milks/drinks:-

Permitted fruit flavors/ essences, together with permitted (matching) colors and sugar are used. The method of preparation is similar to that used for chocolate milks / drinks. The common flavors used are strawberry, orange, lemon, pineapple, banana, vanilla etc. pure fruit juices or syrups can be satisfactorily combined with milk to from ‘milk shakes’.

However, in order to obtain good results, the following precautions should be taken:

a) No acid (citric or tartaric) should be added to the fruit syrup, as this may cause curdling. The pH of the milk-syrup mixture should 5, which is safe from curdling.

b) Excessively sweet syrups should be avoided. The best sugar content of the syrup is 15-55 percent.

c) Add I part of fruit syrup to 5 parts of milk. (the fruits which give particularly good result are strawberry, orange, lemon, pineapple, blackberry, raspberry and black current.)

d) Care should be taken to see that there is a pleasant blend of sweet, fruity and milk flavors (together with an appealing color).

OBJECTIVE, SCOPE & PURPOSE

INDUSTRY OBJECTIVE:-

The primary concern of Jaipur dairy is to provide best quality and safe products and services, achieved this quality objectives of Jaipur dairy are designed to

meet a well defined needs use and purpose of costumer satisfy customer’s expectation for good and safe milk and milk

products comply with applicable national and international standard make available milk and milk products at comparative price ensuring implementation of ISO 9002 quality management system application and adherence of HACCP principal for food safety motivates employees for professional excellence and participation

QULITY POLICY

. The Jaipur dairy believes that the delighted customer is the only key for overall development of the organization.

This is achieved by Educating milk products for clean milk production Manufacturing and supplying milk and milk products and services of

consistent quality at comparative price Adoptive innovate and modern technologies and system Developing committed workforce Adoption of safety and environment friendly standards with help of

application of HACCP principals

MARKET DEPT. OBJECTIVE To carry out activities for promoting production, procurement,

processing and marketing of milk & milk products for the economic development of animal husbandry/ farming community.

Development & expansion of such other allied activities as may be conducive for the promotion of the dairy industry, improvement & protection of milch animals and economic betterment of those engaged in milk production.

Organize and provide technical inputs. Erection of Dairy, chilling plant, cattle feed plants for unions. Study of problems of mutual interest of the Federation and milk unions. Impart training and orientation to dairy co-operative members. Advise, assist and guide milk unions Undertake audit and accounts supervision Encourage fodder production etc.

RESEARCH METHODOLOGY

The methodology followed for analyzing the customer’s behavior of saras flavoured milk customer is as show in the figure. Types of research :-

Competition mapping Exploratory research

It is a way to systematically solve the research problem. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them.

Meaning &Type of Research:

Meaning of research-

Research refers to a search for knowledge. Research is a scientific and systematic search for information on a specific topic. Research is an art of scientific investigation.

Types of research-

Descriptive vs. Analytical

Applied vs. Fundamental

Quantitative vs. Qualitative

Conceptual vs. Empirical

SAMPLE SIZE:

Sampling process:-

Target population:- 1000 Sample size: - 100 Sampling technique:- Random Sampling

Preliminary investigation:-

This phase involved Premiliminary investigation of the various factors which could possibly affect the consumer’s perception about various brand and in turn influence the purpose decision of the consumer.

In competition mapping and exploratory research we found that from which brand we are facing the competition in the case of Saras milk.And the competitors:-

a) Amulb) Lotus c) Mother dairyd) Other brand

T arget population:-

the target population is the collection of elements or objects that process the information sought by the researcher and about which inferences are to be made .Our target population are users , retailers .

Sample size: -

It denotes the number of elements to be include in the study .we took 100 retailers and 100 consumer sample from jaipur city.

Sampling technique: -

Mixture of simple random sampling and stratified sampling method were used for sampling, with care being taken to get response from customer of different age group.

METHOD OF SELECTING SAMPLE

Collection of quantitative data:-

Measurement and scaling procedure Questionnaire Design Survey Measurement and scaling procedure:-

Non –comparative rating scale is used which respondents evaluate only one object at a time and for this resign Non –comparative Scales are oftenReferred to as monadic scales. Non –comparative technique consists of continuous rating scales.We have used continues rating scales in order to rate choice for purchase Consideration and source of purchase decision.

Questionnaire Design:-

This phase involved the design of Questionnaire on the basis of the potential factors identification as infusing the customer behavior .Research problem were listed and then the information needed was identified .the question were then prepared in order to fulfill the information requirement.

Survey:-Different survey method used for data collection.The principle methods used are personal interviewing of the respondent and observation method.

Sample Area

Field work

Plan for analysis of data

Questionnaire checking or editing Coding of the data Preparation of the excel work sheet Descriptive analysis Charting

Field work:-

The survey was conducting in the mind the users of saras milk .The survey was conduct in jaipur city .

Tonk phatak

Gopal pura bypass

Mansarover

Sanganer

Malviya nager

Many other places

Plan for analysis of data:-

Questionnaire checking or editing:-

The Questionnaire is checked for completion and interviewing quality .editing is the review of the Questionnaire with the objective of increasing accuracy and precision.

Coding the data:- The data collected from the dealers and the consumer is coded in the

form of total responses of particular question in a particular area.

Preparation of excel work sheet:-

After codeing all the collected data are coded in to excel sheet.

Descriptive analysis:-

The analysis is made based on the descriptive analysis available in excel sheet as the tool of analysis.Charting:-

after analyzing the data we have shown all the response in the from of the pie chart so that the excel %age of the response of each question can be easy to understand .

PROBLEM IDENTIFICATION:-

Problem:-

The Saras parlors and the booths carrying the Amul milk also .Approx 5% of the shop agencies are carrying the Amul milk.

Solution The solution is divided in two parts –

1. initially, there should be survey team who will do the gorilla survey to find out the defaulted booth or parlors which are selling the other company dairy products rather than saras products and before applying this there should be a public notice in which it will be clarified that “carrying the other dairy product will be considered as the punishable offence. If someone is found defaulted then he will be treated as per the rules and regulations.”

2. After pointing them out, there will be criteria of the penalty and warning and if it is found again then the license of him should be cancelled and he has to pay the double penalty of before.

Problem:-

Only a small %age of the booths and parlors are carrying the table butter of the Saras. Mostly having the Amul. Approx 75% of the parlors and booths are carrying amul butter.

Solution:-

The same treatment is to be taken as it is in the case of milk.

Problem:-

There are some booths which want to switch from Saras to amul due to margin on the products.

Solution:-

Since some booth owners want to switch over the Saras to retain them we can offer them the exciting bonus or any monetary appreciation on the achievement of the specified sale. This can be varied product- to- product

Problem:-

There is a problem in the dispatch of the milk. The problem is divided into three major parts:-

1. The pouch milk is going leakage in the market, so that the dealers are not satisfied with it because according to them the leakage milk is the sheer wastage of money because no customer wants to purchase it.

2. Creates are dirty.

3. In the dispatch section the demand of the dealers is not noted correctly i.e. the supply is more than the demand of the dealer and he has to pay for the complete milk.

Solution:

1. To prevent the leakage problem we have to use the packaging material of slightly more thickness so we have to dispatch a letter to jaipur dairy and to the company from where we are purchasing the packaging material in which it has to be mentioned that the quality of the packaging material must be improved. This is being said because the problem of the leakage is lesser in amul than Saras and the reason is same that the packaging material is of good quality.

2. Old crates should be removed.

3. To prevent this letter should dispatch from the RCDF to MD, Jaipur Dairy and to the marketing department of the jaipur dairy to pay attention on the dispatch because marketing is dependable on dispatch.

DATA COLLECTION AND ANALYSIS:

(1) FACTS AND FINDING

Observations and interpretation based on the analysis of the data On the basis of data collected from retailer and consumer

As per the data collected from the sample:-

1. All the Saras booth and parler carrying saras flavoured milk. And some of them also contain other brand also. Which is illegal? On the bakery and departmental stores situation is very bad because of the distribution channel is very bad, they do not supply the product that place.only 7% are carrying saras flavored milk.

2. In the current market percentage of different flavour are :

Elaichi 58%

Rose 17%

Strawberry 9%

Chocolate 4%

Mango 3%

Coffee 4%

Masala mix 5%

From a whole 98% of the retailer are fully satisfied with delivery system .But 2% are not satisfied with it because they timely not get the flavor which they want.

16% retailers are not satisfied with product price, they want to reduce it

again at 10 RS per bottle.

24% retailer want to changr in the packaging of the product as it must be more attractive in term of labeling.

More than 20% are not satisfied with distribution channel.

There is avg. 1000 unit daily sale of Saras flavored milk in jaipur city.

For advertisement to the retailer provided the hording and banner on which saras is being is written up .and also provided wall stickers ,pamphlets etc.

Facts and finding

Bottling and labeling: The bottling and labeling is to change the bottle design and packaging.

Price:-most of the dealer wants to change the product price.

Quality: - 85% of the retailer is fully satisfied with the quality of product .they don’t want any change in product quality.

Distribution channel :- 98% of the retailer do not want to change the distribution channel .but behave

ior of distributor is not good with retailer so 2% want to change it. and some time they not get the flavour at time when they want which they want ,so they want to change in the distribution channel.

The effect of price increase of product on sale:-

In June, 2007 - 1, 47,876

In June, 2008 - 1, 06,859

So the fact file show that the sale of the flavoured milk is decline from the last year by Rs 41071

(2) ANALYSIS AND INTERPRETATION:

Question: - When asked, do you know about Saras milk?Answer: - The response were

Yes-60%No -40%

According to the above graph it can be predicted that out of 100% population only 60% are such person who are consuming Sarse milk the rest 40% are getting milk from other sources.

Question:- When asked if Saras milk were available at your doorstep, would you like to purchase it ?

Answer: - The responses were.-

Yes: 63%

No: 37%

When asked to the respondent, if Saras milk is available at your door step, would you like to purchase it ? This means Saras offering home delivery facility to the consumers.. The responses are very good 63% of the respondents said if such facility will be provided they will surely like to have Saras milk..

Question When asked, do you consume Saras product?

Answer: - The responses were:

Yes. -- 70%

No: - 30%

According the above graph it can be said that only 70% of the people are consuming Saras product while other said that they consume products of other brands as Lotus, etc..

Question: - When asked the quantity of Saras product?

Answer: - The response was:

Very good: 70%

Good : 20 %

Normal: 5%

Poor : 5%

When asked about the quantity of the Saras milk, the following views come in font:

70% of the people said that the quantity of the Saras milk is very good, the other 20% said the quality is good, 5% of the people said it is neither good nor poor so it has normal quantity, while 5% of the people has many complaints about the quantity of Saras milk .

BUYING PREFERENCE OF THE CONSUMER

Daily ; -- 70%

Occasionally: -- 30%

According the above graph it can be said that only 70% of the people are use daily Saras product while other said that they consume 30% Saras products.

Question:- When asked, do you know about adulteration in milk and milk products ?

Answer: - The responses were: Yes. -- 40%

No -- 60%

According to the respondents answers above it can be said that out the total population of the jaipur city only 40% are such peoples know about adulteration and of the people are such who know very less adulteration.

Question. - When asked, do you know about synthetic milk?

Answer: - The response was: Yes. -- 45%

No -- 55%

Synthetic milk is the milk, which look like milk, but it does not process any constituents of milk neither Fat for SNF. This milk is made from colors and various chemicals.

According the above graph it can be said that only 45% of the people are know about synthetic milk while the rest 55% are totally unaware..

SURVEY ANALYSIS

This survey containing a sample size: 100

From this survey, we got that

1. No. of SARAS users :- 90%

2. No. of AMUL users : - 02%

3. No. of LOTAS users :- 01%

4. Others :- 07%

Saras milk users uses the

DOUBLE TOND : 15%

TOND : 45%

STANDARD : 10%

GOLD : 30%

They used the milk in daily {quality}

500 ml. : 30%, 1 ltr. : 40%

2 ltr : 20%, more then 2 liter. : 10%

75% people of saras user wants to take the service of home delivery. Mostly people are like to pay the payment on the daily basis & other people wants to pay at end of the month.Nobody wants to pay the extra service charge for the home delivery.

PROMOTION POLICY

Since ,the product has not any specific advertisement for it self ;so this section will emphasize on the things which have to do in a systematic manner to promote the sale of the product .so this part has the things to do the recommendation with the observation Related with advertisement.

1. Firstly, it should be promoted as the safe and quality as the customer will correlate himself with the product that –“It is the milk which give the energy with the delicious taste.”

2. To promote the saras milk the ads must be placed –

In frount of garden

In frount of gyms

In frount of school and collage

Observation 1

Less advertisement in the outer area of Sanganer and Mansarover .So, there is a part of the market is untapped.

PLAN:

1. Before starting the advertisement in the outer area of sanganer and mansarover. we have to provide the best services from our side to the existing the customers and the retailers ,who are selling our products .now ,the ads must be placed in the form of Glow shine boards on the walls of the houses in the city ,on which our complete product range must be printed.

2. Use the Light poles to place the ads in the form of the small boards/hoardings.

3. Awareness must be increased among the households so that the no. of booths in the city area can be increased and they can be attached.

4. Only if they will get any additional facilities which are unique in terms of the other companies.one of the additional facility can be that if it is

Possible to increase the margin on each product because the competitors are providing it more than Saras.

Observation 2

Delivery vans are not painted in an attractive manner i.e. delivery vans are pained only with the white and blue color and only written up the “Saras-Swad Rajasthan Ka”.So, it does not communicate the message with the customer that what is Saras? i.e. if any person is unknown with Saras then he will not be able to come to know it, i.e. the untapped market will remain again untapped.

Plan:

Paint the delivery vans like the Amul’s delivery vans on which their slogans and the picture is being painted, so we have to change the painting of the

delivery vans .they must be painted by carrying the complete product range with the slogan of the company on the delivery vans.

Observation 3In the outer area of sanganer and mansarover there is less the availability of the product .these areas can be a better area where we can easily grab the customers. Plan:

These areas can be one of the key markets because since our target customers are the youth people. So, these are the areas where the youth population comes in a good countable nos. like in partap nager and many area of sanganer and mansarover there are a lot of student live so we can easily increase sell of flavoured milk and open new parlor in that area because there are a lot of collage in that area. Observation 4

Since we are going to promote the product as the health and the energy drink so we have to emphasize on the morning and the evening walkers coming in the garden. Plan:

The ads in front of the gardens must be placed at such height that they can easily be visible to the walkers and the joggers it will create the awareness in them that this product can help them to gain the energy after burning the energy in the jogging.

Observation 5

In Gopal pura and Tonk phatak area there are a lot of juice corner where a lot of people spend 150 ml. shake 20 Rs .But he is not preferring the flavoured milk even it is 200 ml. in only Rs.12/- so it can be the better market .

Plan:

Since in this area the persons are belonging from the high profile and the persons from this profile mostly prefer the hygiene factor i.e. the product must assure them that the product is hygiene to use. So, our promotion in this area will be emphasized on the hygiene factor so the ads which are going to be placed in the area should speak the word of hygiene factor.

Observation 6

In the historical places .there should be a Saras Parlor ( due to high tourism )he flavored milk should be supplied .

Plan:-

Since, there are many historical places.1. Hava Mahal2. City Palace3. Janter Manter4. Others

So, in this area a parlor can be opened from the jaipur dairy .so that theOpportunity of such huge youth and tourist can be grabbed and it will be really beneficial because from there the revenue will generate more.

Observation 7

Out of home advertising can be another important way which can be used to advertise the products.

Plan:-

Out of home advertising includes the highway hoardings, unipoles, bus shelters, public transport vehicles etc. So, we can use them in an efficient manner to advertise the product. We should use the buses of public transport of the longest route, but we have to consider one thing that what is the route of the bus and how much area of city the bus cover

I undertake SWOT Analysis to understand the external and internal environment. SWOT is the acronym for strengths, weaknesses, opportunities and threats. Through such an analysis, the strengths & weaknesses existing within an organization can be matched with the opportunities and threats operating in the environment so that an effective strategy can be formulated. Strengths are special attributes or distinctive competencies that an organization posses, which give it an advantage over other organization, especially competitors. The analysis of weaknesses is also internal & again can only be conducted in relative terms; weaknesses are the aspects of organization that makes them less effective than other companies. Once again, care must be taken with the application of this idea. Opportunities and threats are external to the company. An opportunity is any chance to follow a new or revised strategy that could benefit the organization. An opportunity represents new initiatives & potential. While they

exist for all organization they are certainly easier to identify for some, than for others. Identification of threats and opportunities in the environment and the strengths and weaknesses of the firm is the corner stone of business policy formulation; these are those factors, which determine the courses of action to ensure the survival and/or growth of the firm.

SWOT ANALYSIS FOR JAIPUR DAIRY:-

STRENGTHS: -

ESTABLISHED BRAND NAME

MAXIMUM MARKET CONTROL

AUTONOMY IN DECISION MAKING

EXTENSIVE MARKETING AND PROCUREMENT NETWORK

PRODUCTS PRICED REASONABLY

QUALIFIED MANPOWER

HIGH MILK PRODUCTION AND MARKETING POTENTIAL

EASY AVAILABILITY OF MILK FROM OTHER COOPERATIVES

WEAKNESSES: -

HIGH FIXED COSTS

HIGH INTERUNIT MILK PURCHASE PRICE

MILK PERCIEVED UNFIT FOR BULK BUYERS

WEAK HOME DELIVERY INFRASTRUCTURE

OPPORTUNITIES: -

CAPACITY OF MARKET GROWTH

INSIGNIFICANT COMPETITION FROM ORGANISED SECTOR

SCOPE FOR PREMIUM PRODUCTS

VAST UNTAPPED RURAL MARKET

SCOPE FOR FURTHER IMPROVEMENT IN QUALITY

SCOPE FOR PRODUCT DIVESIFICATION

CHANGING LIFESTYLE AND HABITS

SCOPE FOR IMPROVEMENT IN HOME DELIVERY SYSTEM

THREATS:-

DELICENSING OF DAIRY INDUSTRY

THREATS OF ANAND MILK DAIRY

CONCLUSION

According to the analysis it has been assessed that the people have more faith in SARAS, being a govt. concern, which can capture the maximum no of milk market. Bat at the same time we should not ignore the growing popularity of lotus milk and goras milk.

These are the main competitor of Saras in the jaipur city. At present not a tough competition between all these but in the fourth coming year there will be a tough competition between all these companies or dairy’s.

According to my survey I have take the conclusion about the free home delivery scheme is that the advance payment of the 90 Ltr. Milk for the three month is very high but according to me is that if this scheme for the one month then this scheme will should take a good response. We have trying to attract the consumer’s through there quality service and there supply services or some new attractive schemes etc. for standing in the market competition.

Recommendation

Should try to provide a good quality of milk to the consumers.

Easy availability of the to milk the consumer’s.

A company should try to find the new consumer’s attractive schemes in every two months.

Advertisements should be about the children’s health.

Advertisements should be cheap and attractive.

Company should try to doing the price deals with the consumers.

A company should try to improve the relation with the dealers.

A company should try to give the package and banded premium to their consumer’s.

Continuous feedback from the market should be done, so that the change in taste, pattern and preference of the consumers can come out in front of the manufacture.

Packaging of SARAS milk should also changed.

Consumer wants the stability in the price

Limitations

The limitations faced during the training and while undergoing my research was lack of availability of first hand data. As the data included is secondary in nature, authentication of the data is major concern. The next difficulty was the facts and figures had change due to change in financial year, thus it could affect the recommendation and conclusion part.

Also there were huge constraints when it came to time as a one month period only allowed me a bit of primary research plus the population size being humongous my sample pf 50 retailers does not necessarily represent the entire population rather it can be taken as a representative group of the regions in which the survey was taken.

The survey area was large and time was limited due to which 100 % of affiance could not be achieved.

Out of the total respondents surveyed some of them were not cooperative due to which accurate prediction was not possible.

The responses given by the respondent are assumed to be true however chance of getting false and biased information can’t be over look fully.

Time constrain is the big limitation of the study. A comprehensive study could not be made due to paucity of time. All the data and information had to be collected within the limited days.

BIBLIOGRAPHY:

1. Kotler, Philip “Marketing management”

2. Beri ,G. C., “Marketing Research”

3. Gupta, S. P., “Statistics”

4. Research Methodology by ICFAI

WEBLIOGRAPHY :

WWW.SARASMILKFED.COOP

WWW.JAIPURDAIRY.COM

ANNEXURE

Questionnaire

For Retailers and Customers

1) Who is the competitor in the market?

(a) Amul (b) Lotus (c) Mother dairy (d) Others

2) What is the market share of our company?

(a) 70% (b) 50% (c) 30% (d) 20%

3) Any effect in sale with advertising?

(a) Yes (b)No

4) Are the consumer and retailer satisfied with company product?

(a) Yes (b) No

5) What advertisements tools are being used by company?

(a) Media (b) Newspaper (c) Banners (d) Others

6) Consumer want’ any changes in the current packing?

(a)Yes (b)No

7) Are you satisfied with company supply chain?

(a)Yes (b) No

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