BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

PREFACE
Being a student of a professional course, it is very essential to have a real knowledge of management and its functions. Taking this into account, an M.B.A student has to undergo practical training. Thus the inclusion of practical training gets the consideration and improvement in the program as it allows the student exposure to the real business environment.

For achieving all the qualities of good manager, theoretical knowledge is not enough. It provides only a base. So opportunities for practical studies are provided along with theoretical concepts. It definitely helps us the students to face the world with courage, confidence and positive attitude. Keeping all these things in mind course has introduced practical studies which bridges the gap between theoretical knowledge and practical training.

I got a chance to work with Banas Dairy for preparing project. I wish to mention that I have tried to keep the simple language and straight presentation of the entire matter as evidenced by classification of topics into parts and section. An attempt has been made throughout the report to clarify various Management concepts with the help of collective information.

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

ACKNOWLEDGEMENT

At the outset, I wish to express my sincere thanks to almighty for showering his blessing on me to develop this project.

would

like

to

acknowledge

my

sincere

thanks

to

______________________________ for his excellent guidance and supervision for the completion of this project successfully.

I am also thankful to Banas Dairy M.D. Mr. S. R. Chaudhary for giving me permission to visit this unit and giving me the chance to study company for particular prescribed repot. I am also thankful to Mr. G. M. BHUTKA & complete team of Banas Dairy who spent their valuable time in spite of their busy schedule.

The special person to whom I would like to personally thanks are Mr. D. G. BERA, Mr. M. P. JOSHI, Mr. G. R. BHATOL and other working staff who, with very co-ordinatively and co-operatively gave and showed a special interest in giving me needed information

Last but not the least I wish to thank my parents who always believed me and have faith in me in whatever I wished to do. Page 2

BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

INDEX

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

Chapter No.
Executive Summary

Topic

Page No

INDUSTRY PROILE
Current Scenario Key facts India's Milk Product Mix Major players Cooperative Dairy Impact of dairy industry

COMPANY PROFILE History Objective of the Banas Dairy Mission and Vision Board of director Organization structure National Productivity Awards Sharing some prestigious awards Product of Banas Dairy Quality Policy Banas Goras Jira Chhas

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OBJECTIVE AND RESEARCH METHODOLOGY

Research Design
BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

Data Collection Sampling plan Data Analysis Limitations

DATA ANALYSIS AND INTERPRETATION

5 6 7

FINDINGS AND RECOMMENDATION BIBLIOGRAPHY ANNEXURE

EXECUTIVE SUMMARY

Dairy development on co-operative lines has been recognized as one of the important activities suitable for increasing the income level of the poor. It is also a very significant sector to generate employment for the landless families weaker sections in the rural areas.

Co-operative Dairying in Gujarat began in January 1946 in the Kheda dist. of Gujarat with a meeting of farmer milk producers, organized at village Samarka(Dist. kheda). Inspired by late Sardar Vallabhbhai Patel, guided by Shri Morarjibhai Desai and headed by Shri Tribhuvandas K.Patel, the organization milk producers started with the establishment of Kheda Dist. co-operative milk producers Union Ltd. (Amul) on 14-121946 anand.

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

Today we have co-operative Dairy in Gujarat at each Dist. places expert dangs- Amul pattern or Amul pettern. Dairy co-operative at village level are established now in about 9000 villages of Gujarat. The main objective of starting co-operative Dairy has been to provide permanent assured market the producer, to give them better price based on the quality of milk and to provide them technical input and extension services or increasing milk production at low cost of production. At the same time, to provide pure quality milk to consumer at reasonable price in required quantity. As the part of Indian food, buttermilk is very important and mainly in Gujarat it is used as the refreshment drink. If there is one gujarati who is very thirsty and you asked him that what he likes in the drink he might reply that he likes Buttermilk in the drink. In Gujarat buttermilk is used in every event. So its gets more importance than any other soft drinks. Buttermilk is mainly used after lunch or dinner to digest food and it works like medicine to digest the food. Banas dairy is making butter milk in the name of Banas goras Jira Chhas. Since 1st November 1969 Banas Dairy started its activities independently Today Banas Dairy producing milk large-scale base and producing some another product such as ghee, milk butter, milk powder, sour, ice cream etc. All the products of Banas Dairy are given the brand name of Amul, Sagar and Banas in market.

Project starts with introduction of dairy industry, its present scenario and major players. Second chapter is about the company information, its mission, vision and objective. Third chapter deals with objective and research methodology. Last chapter is about the analysis of the survey done of 50 dealers and 100 consumers. Main aim of the project is to find out reason of the failure of Banas goras jira chhas. I have used both primary and secondary data to make this project.

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

CHAPTER -1 INDUSTRY PROFILE

CURRENT SCENARIO The dairy industry plays an important role in the socio-economic development of India. The dairy industry in India is instrumental in providing cheap nutritional food to the vast population of India and also generates huge employment opportunities for people in rural places.

The highest milk producer in the entire globe India boasts of that status. India is otherwise known as the Oyster of the global dairy industry, with opportunities galore to the entrepreneurs globally. Anyone might want to capitalize on the largest and fastest growing milk and milk products' market. The dairy industry in India has been witnessing rapid growth. The liberalized economy provides more opportunities for MNCs and foreign investors to release the full potential of this industry The main aim of the Indian dairy industry is only to better manage the national resources to enhance milk production and upgrade milk processing using innovative technologies. India is the world leader in milk production with total volume of 115 million tons. Driven by steady population growth and rising income, milk consumption continues to rise in India. Dairy market is currently growing at an annual growth rate of around 7 per cent in volume terms. The market size of Indian dairy industry stands at around US$ 45 billion.

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Since Indias population is predominantly vegetarian; milk serves as an important part of daily diet. Indians use milk in various preparations such as in brewing tea and coffee, in making yogurt or curd and in preparing many Indian dishes. For most households, milk is also a popular beverage due to its nutritional value. In India, rural households consume almost 50 percent of total milk production. The remaining 50 percent is sold in the domestic market. Of the share of milk sold in the domestic market, almost 50 percent is consumed in fluid form, 35 percent is consumed as traditional products (cheese, yoghurt and milk based sweets), and 15 percent is consumed for the production of butter, ghee, milk powder and other processed dairy products (including baby foods, ice cream, whey powder, casein, and milk albumin). Most dairy products are consumed in the fresh form and only a small quantity is processed for value addition. In recent years, however, the market for branded processed food products has expanded. Although only around 2 per cent food is processed in India, still the highest processing happens in the dairy sector, where 35 per cent of the total produce is processed, of which only 13 per cent is processed by the organised sector. Key facts
o o o o o

65 per cent of the milk is sold in loose form Only 5 per cent of the milk is sold through retail chains 70 per cent is delivered to the homes by milk agents Carton milk or packaged milk has been growing at 24 per cent annually Most branded FMCG companies are keen on launching flavoured dairy

products.

In India dairy business has been practiced as rural cottage industry over the years. Semicommercial dairy started with the establishment of military dairy farms and co-operative Page 9

BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

milk unions throughout the country towards the end of the 19th century. Since Independence this Industry has made rapid progress. A large number of modern milk and milk product factories have since been established. The organized dairies in India have been successfully engaged in the routine commercial production of pasteurized bottled milk for Indian dairy products. India's Milk Product Mix Fluid Milk Ghee Butter Curd Khoa (Partially 46.0% 27.5% 6.5% 7.0% Dehydrated

6.5% Condensed Milk) Milk Powders, including IMF 3.5% Paneer & Chhana (Cottage Cheese) 2.0% Others, including Cream, Ice 1.0% Cream

Main Players Milk products - Amul, Britannia, Vijaya, Verka and Vadilal Cheese products- Amul, Britannia, Dabur (Le Bon) are the leading players. Other prominent players include Verka, Nandini, Vijaya and Vadilal Dairy Whiteners - Nestle, Amul, Britannia, Dynamix Diary, Sterling Agro, Haryana Milk Foods, Mohan Food, Modern Dairy, K Dairy

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

Cooperative Dairy

Dairy development on co-operative lines has been recognized as one of the important activities suitable for increasing the income level of the poor. It is also a very significant sector to generate employment for the landless families weaker sections in the rural areas. Co-operative Dairying in Gujarat began in January 1946 in the Kheda dist. of Gujarat with a meeting of farmer milk producers, organized at village Samarka(Dist. kheda). Inspired by late Sardar Vallabhbhai Patel, guided by Shri Morarjibhai Desai and headed by Shri Tribhuvandas K.Patel, the organization milk producers started with the establishment of Kheda Dist. co-operative milk producers Union Ltd. (Amul) on 14-121946 anand. Today we have co-operative Dairy in Gujarat at each Dist. places expert dangsAmul pattern or Amul pattern. Dairy co-operative at village level are established now in about 9000 villages of Gujarat. The main objective of starting co-operative Dairy has been to provide permanent assured market the producer, to give them better price based on the quality of milk and to provide them technical input and extension services or increasing milk production at low cost of production. At the same time, to provide pure quality milk to consumer at reasonable price in required quantity. Fortunately we have been successful in achieving this objective. Not only this but also we have been able to eliminate exploitation of the farmers by private traders and milk vendors and our farmers have economically carrying on the occupation of animal husbandry with help of science and technology.

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

This is unique and great achievement for farmers of Gujarat and India. We have also been able to organize and develop an appropriate three time structure with milk producer farmers at base level, affiliated with their primary milk co-operative societies at villages level, the societies affiliated with the dist. level milk union affiliated with the

State level apex federation. These co-operative are managed efficiently with the collaboration of committed leadership and professional management.

IMPACT OF THE DAIRY INDUSTRY

The Dairy co-operative have been a successful co-operative business an agency to develop Dairy industry on co-operative lines, and an institution for the development of weaker development right from its inception. The rural poor who often benefit very little from other development programmes have fully benefited from Dairy co-operative. The experience has revealed that the multiple benefits community through their own co-operative. have derived by the village

(1) Providing additional income to the farmer family. (2) Under employed family labour gets employment. (3) In drought and scarcity areas, milk production provides sustenance. (4) Socio-economics impact change in living condition. (5) Womens participation in Dairy has increase- adoption of scientific practices (6) Visible change in social customs. (7) Community development works.

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(8) Development of rural leadership in village. Democratic management of cooperative, sense of belonging (9) Milk co-operatives have benefit to milk producer and consumer both.

CHAPTER - 2 COMPANY PROFILE

Banas Dairy is situated at Palanpur in Banaskantha. It was established on co-operative bases. Late Shri Galbabhai Nanjibhai Patel was the promoter of Banas Dairy. Late Shri Galbabhai Nanjibhai Patel, founder chairman of Banaskantha, organized farmers meeting, created awareness among them and motivated those to organized milk business on co-operative got momentum and milk co-operative were organized till 1969.

Today Banas Dairy is producing milk on large-scale and some other product such as ghee, milk butter, milk powder, curd, ice cream etc. All the products of Banas Dairy are given the brand name of Amul, Sagar and Banas in market.

The Dairy is providing good quality product to the consumer. Banas Dairy has also adopted ISO 9002 and H.A.C.C.P (hazard analysis critical control point) to improve the Quality of the products. TQM (total quality management) is also available at Banas Dairy.

BANAS DAIRY has 2 plants. In plant 1 it manufactures products are sterilized flavor milk, ice-cream, powder and Ghee and in plant 2 it produce butter. DAIRY collects the raw material from near villages. The BANAS

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

History Banas Dairy was registered under Gujarat Co-operative society act. On the auspicious day of 31st January 1969, Banaskantha district co-operative milk producer union Ltd . Since 1st November 1969, Banas Dairy started its activities independently which is really a historical and notable event in the history of Banas Dairy.

10th march 1966 has been an important event in the history of Banas Dairy. Late Shri Galbabhai Nanjibhai Patel a former leader of the backward dist. like Banaskantha, with help of co-operative guidance of late Shri Mansignbhai Patel, the chairman of the Dudhsager Dairy of mehsana, did pioneering work and organized primary milk cooperatives at village level in Banaskantha Dist. The farmers of palanpur and vadgam taluka were explained the benefits of co-operative Dairying and democratic management of Dairy co-operative. They were also told as to how they were exploited by the private milk traders. This development made a sense of unity and action among the farmers. In the beginning 8 milk co-operative were organized and first milk so produced was sent to Dudhsagar Dairy on 10th march 1966. The literate farmers listened to him and were motivated to organize Dairy co-operatives in each village. Late Shri Galbabhai himself being a farmer and cattle-breeder, the farmer of dist. put their full in him and were convinced about the benefit of Banas Dairy cooperative. Late Shri Galbabhai also inspired farmers to organize society on co-operative lines. There were 902 village level co-operative with 85000 milk producers by and large, small and marginal and sometimes land less labour too. Banas Dairy in the year 1992-93 was able to pass on 60 crores in terms of milk payment to its 85000 member affiliated with 796 primary milk co-operative which is consider to an unique achievement of the part Banas Dairy. The main aim of Banas Dairy that they want cover 100% villages with services of Banas Dairy. The management of Banas

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

Dairy has committed and determined for the development of Dairy and would make concentrated efforts for still higher achievements.

OBJECTIVE OF BANAS DAIRY: To train village level functions in effective operation of dairy co-operative societies. To develop dairy by bringing latest technology To enhance the productivity of employees by giving them specific training. To cater primary training needs of farmers involved in management of primary

dairy co-operative societies. To impact knowledge and skill required for artificial insemination and other related animal husbandry activities for milk production enhancement.

MISSION AND VISION

MISSION STATEMENT

Bans Dairy will cover dist. 20.Lakh milk producer, which include 50% partnership of women farmers under the framework of 1300 Dist. co-operative societies (DCS). Out of these, 500 DCS will have bulk milk chiller installation. Milk production per animal will be 5 liters daily of buffalo & 10 liters daily in crossbred cow.

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

The union will procure 12 lakh liters of milk daily. The milk processing capacity of the plant will be 12 lakh liters per day & cattle feed processing capacity of the plant will be 500 lt per day. ERP (Enterprise Resource Planning) will be implemented. Milk & milk product will be manufactured to suit the requirement of consumers. Sale of liquid milk will be 2 lakh liters per day. The total amount turnover of the union will be 1200 crores

VISION STATMENT

Banas Dairy will be strengthen co-operative movement by making best available quality, healthy nutritious milk & milk products according to consumer taste with the help of Gujarat co-operative milk marketing federation to the entire consumer. It strives for excellence through commitment for the overall development of milk producer and employees, protecting the environment, adopting modern technology and best practiced prevailing in the industry.

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

Board of director:S.R NAME DESIGNATION

Chairman Banas Dairy & G.C.M.M.F. Ltd (2) Shri S.R. Chaudhary (3) Shri Balvantsign Himatsign Barad (4) Shri Hemrajbhai Vagjibhai Patel (5) Shri Joitabhai Kasnabhai Patel (6) Shri Balvantsign Himatsign Barad (7) Shri Ambarambhai maganbhai Karpatia (8) Shri Bikhabhai medhubhai jua (9) shri Jorabhai Vishabhai Patel (10) Shri Anadabhai Ramabhai Patel (11) Shri Bhamabhai VirbhanbhaiPatel (12) Dr. H.A.Nadiadvala (13) Shri S.R. Chaudhary (14) Shri M.P Joshi G.M (Finance) Page 17 M.D. Vice chairman Member Member Member Member Member Member Member Member Representative of N.D.D.B. M.D. Member

(1) Shri Parthibhai Galbabhai

BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

ORGANIZATION STRUCTURE
CHAIRMAN

MANAGING DIRECTOR G.M Manager

G.M. Pro. & Opr.

G.M. Plant&Eng.

Manager P. & H. Manager Mat.

Manager Cat. fed.

Manager M.P. &S.S.

Manager Fin.& A/C.

Manager Adm.&Hrd

Assi. Manager or Officer Officer Executive Assistant

Senior Clark Clerk

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BANASKANTHA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.

NATIONAL PRODUCTVITY AWARDS

AWARD
(1)

YEAR

The aware for the best performance in productivity Dairy 1992-1993 development & production in co-operative sector (product plant) conferred upon by Dr. Balram Jakhar, Union Minister of Agriculture at New Delhi. (2) The award in recognition of performance in productivity Dairy 1993-1994 processing industries-conferred upon by Dr. Shankar Dayal Sharma Hon. President of India at New Delhi. (3) The award for recognition of the second best performance in 1993-1994 productivity Dairy given by Dr. Shankar Dayal Sharma Hon. President of India at New Delhi. (4) The award in recognition of the best productivity performance Dairy 1996-1997 processing industries-conferred upon by Shri Sikander Bhkht, Minister at New Delhi. (5) The award in reorganization of the second best performance in 1997-1998 productivity dairy processing industry upon by Shri Krishna Kant honorable vice president of New Delhi.

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SHARING SOME PRESTIGIOUS MOMENT

The Dairy is committed to supply quality milk and milk products to its esteemed customer at the right time and as a result of it s commitment with sincere follows-up, the Dairy was recognized for its best performance in productivity and quality by Indian Govt. and awarded the prestigious National Productivity Award for the year 1992-93, 1993-941996-97 as well as Shreshtha Pramanpatra for the year 1993-1994. Initially the plant was established with the capacity of 1.5 LLPD milk processing capacity but from July, 28, 1971 the capacity was increased to 4.0 LLPD. A sub project Banas Dairy phase 2 (fully automatic plant) already started under NDDB having 6.5 LLPD milk processing capacity, establishment of this plant will increase the total capacity of Banas Dairy to10.5 LLPD.

The products at present manufacture in Banas Dairy are as follows: - Liquid Milk (this includes Amul Gold (whole milk 6.0/9.0), Amul Shakti (standardized milk 4.5/8.5), Amul Taza (tonned milk 3.5/8.5), Amul Slim N Trim Amul Sathi, Table Butter, Ethite Butter, Ghee, Casein Powder (this include SMP, Amuulya(partially skimmed sweetened by the plant two year ago. In this product 50% of milk fat is replaced by vegetable fat. The mix is homogenized to disperse vegetable fat.) Banas Dairy has introduced quality management system based on international Standards 9002 and safety management system based on codex standard 15000 on HACCP to ensure highest quality products with built in safety to consumer. Banas Dairy has got the ISO 9002 certification in June 1999. ISO 9002 certification ensures the good quality management and house keeping practices in the plant. The plant had implemented different plant for improving quality like TQM, SGA, HOUSE KEEPING, ERP, TPM, BANAS CHIRAG etc. The dairy is providing different extension services and aids increasing milk production and its quality. The aids include veterinary aid, A.I centers, Cattle Feed. Along with these aids, different extension services like Audio-visual aids Banas dairy

patrika, study tours of the farmers etc, are provided. Besides these extension services, the dairy has started various schemes for providing assistance to milk producers like Cattle insurance, Financial aid for purchasing cattle, members group insurance.

PRODUCTS OF BANAS DAIRY:-

Amul ghee Sagar ghee Banas ghee Amul ice-cream Amul kool Amul Butter milk Amul powder Amul milk Amul Shakti milk Amul gold milk Amul butter

BANAS DAIRY is make all products with brand name of AMUL.

The dairy collects around 14 lakh litre of milk daily. After the collection of the milk, the dairy processes for the different products. There are different products made by the dairy. As for example, ghee, butter, curd, butter-milk, cream, ice-cream, and sweets. MILK: The procurement of the milk is carried out by the different co-operative milk committees. The technical processes on the milk are done by the dairy to achieve the various qualities of the milk. There are some examples as follows: Standard Milk Standard Milk is available in 500 ml. pouch packing under the brand name Amul shakti. Fat per pouch is 4.5 to 4.7% The price of this particular milk is 18 Rs. Per pouch. Flavored (s&t) Milk Flavored Milk is available in 200 ml. pouches packing. Double toned Milk Double toned Milk is the least fat milk, which is available in 500 ml. pouch packing. Fat per pouch is 8.5%

QUALITY POLICY:Banas dairy, commits aspire to fulfill the needs and expectations of internal as well external customer and delight them through its quality products and services. Co. shall achieve this goal through following: Appling the principles of quality management system and food safety management for continuous enrichment of its management process. Providing remunerating returns, Quality input services. Introducing innovative and appropriate scheme and services to its milk producer. Motivating, encourage and provide appropriate training for skill up-gradation of its employee. Protecting its value system and the environment by judicious use of all natural resources.

BANAS GORA JIRA CHHAS

As the part of Indian food, buttermilk is very important and mainly in Gujarat it is used as the refreshment drink. If there is one gujarati who is very thirsty and you asked him that what he likes in the drink, he might reply that he likes Buttermilk in the drink. In Gujarat, buttermilk is used in every event. So its gets more importance than any other soft drinks. Buttermilk is mainly used after lunch or dinner to digest food and it works like medicine to digest the food. The Process Buttermilk is made from pasteurized nonfat or low fat milk to which lactic is added in order to produce that thickens and flavors buttermilk. A culture of Leuconcostoo citrovorum can be added to enhance the butter flavor. Butter flacks, salt or jeera may be added for flover. Storage and Handling Buttermilk pouch are stamped with a best before days which refers to how long the retail store can keep the product for sell. Buttermilk can separate a s it sits, so shake well before using. Ingredients for simple Buttermilk: 1. Skimmed Milk 2. Water 3. Milk solids Price per pouch of 500 ml 10 Rs

As buttermilk is one of leading drink in Gujarat, Banas Dairy has launched spicy buttermilk namaed Banas Goras Jeera Chhas. In the initial stage Dairy got the very strong and good response from the dealers as well as from the customers. But some how in later stage its demand is decreasing and because of the low demands Dairy has stopped to produce Banas Goras Jeera Chhas

History of Banas Goras Jeera Chhas

For making Banas Goras Jeera Chhas dairy was using one flavor that is IIF made in

Chennai.

 There is 6.0 snf and 0.6% lactic acid is added to make Banas Goras Jeera Chhas Banas Goras Jeera Chhas is started at 9th April, 2005. First dispatch is made on 9th april, 2005. Last dispatch is made on 8th august 2005. Mainly supplied to Banaskantha and Raj. Avarage Per Day Dispatch in liter is as follows. In May 257 In June 190 In July 41 Highest sell during four month is 210 on 2nd may 2005. While the first week of introduction the commission is Rs 1 for per pouch of Rs 2. The idea for launching jeera chhas was to Positioned against pouch of water. Commission in one liter is Rs 1.25 in Banas Goras Jeera Chhas while a commission in Amul Buttermilk is Rs 2.50 P.L Banas canteen delivers jeera chhas twice in a day i.e in early morning and in noon. Ingredients for Banas Goras Jeera Chhas:
o o o o Rs 2.00 Skimmed milk Water Milk solids species Price per pouch of 200 ml at the time of existence:

Name

[A] PRICE Buttermilk Packaging Processing louber Commission Masala

Existing Banas Goras Estimated Jeera Chhas Structure of Banas Goras Jeera Chhas 10 Rs 10 Rs 04 Rs 04 Rs 01 Rs 01 Rs and 01 Rs 01 Rs 1.25 Rs 1.25 Rs 2.50 Rs 1.25 Rs

[B]TOTAL Profit [A-B]

8.50 Rs 1.50 Rs

9.75 Rs 0.25 Rs

But now Banas Dairy is looking forward to launch Banas Goras Jeera Chhas again in the market in summer season and because of it I have a golden opportunity to work on this topic. So I conduct the market research based on consumer and dealers preference and analyze their preferences.

Packaging look of Banas Goras Jeera Chhas

CHAPTER - 3 OBJECTIVE AND RESEARCH METHODOLOGY

OBJECTIVE OF THE STUDY:

1. To know reasons for the failure of the Banas Goras Jeera Chhas 2. To know the problems that dealer was facing while selling of Banas Goras Jeera Chhas 3. To know the preference of dealer for Banas Goras Jeera Chhas 4. to know the preference of people for Banas Goras Jeera Chhas 5. To suggest promotional activities for marketing of Banas Goras Jeera Chhas.

RESEARCH DESIGN A research design is the arrangement of the condition for collection and analysis of data. Actually it is the blueprint of the research project.

Research design used will be descriptive type.

DATA COLLECTION

Sources of Data:The data sources can be Primary or Secondary, both of were used by me.

Primary Data: Primary data are the raw data and structures of variables that have been specifically collected and assembled for a correct information research problem. The questionnaire I got filled from the Dealer & customers served as my primary data. Secondary Data: The information that is collected from Newspapers, Magazines or Reports is known as Secondary Data.

SAMPLING PLAN:-

Sample Unit: Daler & Customers of Palanpur, Deesa, Ambaji and Dhanera Sample Size: 50 Dealers & 100 customers Sampling Procedure: Simple Random Sampling.

Contact Method:
There is a various ways; mail, telephone, personal or online interview, to contact the people. There were direct (personal) contacts with the people for filling Questionnaires.

ANALYSIS OF DATA:
For the analysis of collected data, I have used the tabulation technique and graphical method.

LIMITATIONS OF STUDY

The survey is limited mainly to four cities with a sample size of 150 respondents only. This does not represent the true census.

The distribution of these 150 respondents is also not equally proportioned to the different geographical areas; this can result in misleading figures.

The sample size is comparatively very small compared to the population and there are chances that it may not represent the whole population.

Finding of the study will be based on the assumptions that respondents have given

correct information. Information provided by respondents may be biased. The study is academic in nature.

CHAPTER -4 DATA ANALYSIS AND INTERPRETATION

City / Type Palanpur Deesa Ambaji Dhanera Which type of Buttermilk the Dealer is selling right now? Loose 04 04 00 00 Packing 18 08 10 10 Both 02 02 00 00

Interpretation: The analysis indicates that in all four sample units are selling majority of buttermilk in packing. This shows the bright future for the dairy.

If you are using packed Buttermilk than which type of Buttermilk are you using? Simple 20 08 10 10 Masala 06 03 06 09 Both 05 03 05 09

City / Pacing type Palanpur Deesa Ambaji Dhanera

Interpretation: This graph indicates that in all four cities dealers are selling simple buttermilk more than masala buttermilk.

City Palanpur Deesa Ambaji Dhanera

Awareness about Banas Goras Jeera Chhas Aware 11 03 07 08 Unaware 09 07 03 02

Interpretation: This graphs indicates that all sample units dealer are well known about the product except Deesa in which 30% awareness and 70% unawareness are there about the product

Have you ever sold Banas Goras Jeera Chhas Sold 09 02 07 05 Not sold 11 08 03 05

City Palanpur Deesa Ambaji Dhanera

Interpretation: The above graph indicates that except Deesa all three cities have sold Banas Goras Jeera Chhas City / Likings Palanpur Deesa Ambaji Dhanera Likings of the Dealer in Banas Goras Jeera Chhas Quality 07 02 04 05 Price 06 00 04 04 Pack size 04 00 03 05 Commission 00 00 00 01 Del time 04 01 02 03 Self life 01 01 01 01 Adv 00 00 01 01

Interpretation: From the above graph we come out with the conclusion that all dealers have no problem with quality and price because they both are on the higher side. Most thing about disliking is commission. The other factors are average.

Disliking of Dealers in Banas Goras Jeera Chhas Price 03 02 00 02 Pack size 02 00 01 01 Commission TimeSelf Life Del 09 00 04 03 00 01 03 00 03 06 00 01 Adv 02 01 02 01 Leakage 06 02 02 03

City / DislikingQuality Palanpur 02 Deesa 00 Ambaji 00 Dhanera 01

Interpretation: The majority of the dealers dislike the factor of the commission which is clear from the above graph. The second factor that the dealers dont like is leakage problem (other). So dairy should take action on this factor According to Dealer because of which factors the consumption of Banas Goras Jeera Chhas is being lesser day by day in consumers? City / Disliking uality Q Palanpur 04 Deesa 00 Ambaji 02 Dhanera 03 Price 03 03 01 01 Pack size 03 00 03 01 Place 02 02 01 01 Use 05 02 03 01 Del Time 00 00 01 01 Self LifeAdv 04 03 01 01 05 00 02 00 Other 01 02 00 00

Interpretation: The above graph shows that customer doesnt like factor of Use and Self life of Banas Goras Jeera Chhas according to the dealers so dairy shoud try to develop the duration of Banas Goras Jeera Chhas. If we re-launch Banas Goras Jeera Chhas than will you prefer to buy it? Agree 15 07 10 10 Disagree 05 03 00 00

City Palanpur Deesa Ambaji Dhanera

Interpretation: The above graph shows that majority of the dealers are ready to purchase and sell Banas Goras Jeera Chhas which shows the bright future of Banas Goras Jeera Chhas

Size of the Pouch selected by the Dealers City Palanpur Deesa Ambaji Dhanera 200 ML 11 04 08 09 500 ML 05 03 04 04

Interpretation: All dealers are like to purchase the pouch of 200ML than other Quantity pouch as shown above. Preference of the Dealer about quantity Purchase of Banas Goras Jeera Chhas. City Palanpur Deesa Ambaji Dhanera 25 50 Lt 01 02 01 02 50 100 Lt 14 05 08 08 100 200 Lt 00 00 01 00 the

Interpretation: The above graph shows that majority of the dealer are interested to purchase Banas Goras Jeera Chhas in the bulk of 50 100Lt

Likings of the Delivery time by

Dealer City Palanpur Deesa Ambaji Dhanera Morning 14 06 09 01 Noon 01 00 00 02 Evening 00 01 02 07 Mor - Evening 00 00 00 00

Interpretation: All dealers that are interviewed except Dhanera is preferred morning as the delivery time. The dealers Dhanera prefer evening for the time of the delivery. Beneficial Scheme suggested Dealers City Palanpur Deesa Ambaji Dhanera Discount 01 00 00 06 Commisssion 15 06 08 06 Com According to Sale 02 01 02 00

of

by the

Interpretation: The above graph shows that all dealers are highly interested in the increase of the commission. But dealer of Dhanera are 50% interested in the discount

Advertising Media suggested by the Dealers City Palanpur Deesa Ambaji Dhanera T.V 08 06 02 09 Radio 00 00 00 00 Local News Paper 04 02 01 07 Poster 09 04 08 08 Others 00 00 01 00

Interpretation: The dealers of Deesa and Dhanera suggest T.V as the media for the advertising that is 50% and 38% respectively. While the dealer of Palanpur and Ambaji suggests Posters as the media for the advertising that are 43% & 67% respectively.

Customer Analysis
Which type of Buttermilk customer is using right now according to survey? Loose 29 21 13 10 Packing 27 29 15 14 Both 37 19 13 09 City / Type Palanpur Deesa Ambaji Dhanera

Interpretation: The above graph indicates that all four sample cities customers are using

buttermilk in packing which shows bright future of the dairy.

Type of buttermilk used by the consumer at present? Simple 31 29 15 14 Masala 23 18 10 07 Both 17 17 10 07

City / Pacing type Palanpur Deesa Ambaji Dhanera

Interpretation: From the above graph we can conclude that majority of the people are using simple buttermilk.

Followings are the reasons according to consumer for not using Masala chhas. Price 05 13 04 04 Pack size 12 00 03 01 Place 08 03 00 01 Use 03 08 00 01 Availibility 13 15 04 07 Self Life 01 08 00 00 Adv 04 04 00 00 Other 00 00 00 00

City / Disliking Quality Palanpur 07 Deesa 11 Ambaji 02 Dhanera 02

Interpretation: From the above graph it is clear that people is not using masala buttermilk because of mainly the factor of price and availability for the masala butter milk.

City Palanpur Deesa Ambaji Dhanera

Place for getting Masala chhas according to consumer Shop 16 12 12 10 Restaurant 08 03 06 05 Vendor 03 05 01 02 Other 00 00 00 00

Interpretation: The people are highly interested in shop for the purchase of the masala buttermilk which is shown in the graph. Awareness about Banas Goras Jeera Chhas in public Aware 22 17 09 11 Unaware 18 13 06 04

City Palanpur Deesa Ambaji Dhanera

Interpretation: The upper four graph shows that majority of the people are well aware of the Banas Goras Jeera Chhas. This is good for the dairy. Have you ever been Consumer of Banas Goras Jeera Chhas Consumed 20 14 08 09 Not consumed 20 16 07 06

City Palanpur Deesa Ambaji Dhanera

Interpretation: The majority of the people is not not only yhe customer but also consumer too which is clear from the above graph which indicates that dairy may not face more difficulty for launching BGJC again. City / Liking Palanpur Deesa Ambaji Dhanera Quality 18 13 07 07 Price 10 13 06 09 Pack size 09 06 00 02 Place 02 01 01 01 Likings in Banas Goras Jeera Chhas Adv 02 01 00 00 Other 00 00 00 00

Self Life 01 00 01 03

Interpretation: The above graph indicates that consumer of the BGJC likes the Quality and Price factor higher than others.

City / Liking Palanpur Deesa Ambaji Dhanera

Dislikings in Banas goras Jeera Chhas Quality 00 00 01 00 Price 06 02 02 00 Pack size 05 05 06 00 Place 12 12 04 09 Self Life 10 02 03 03 Adv 05 04 00 00 Other 00 05 00 01

Interpretation: Except Ambaji all other three cities dislike the factor of Place while Ambaji dislikes the factor of the size of the factor as shown in the above graph.

City Palanpur Deesa Ambaji Dhanera

Following customers are ready to consume Banas Goras Jeera Chhas Ready 36 30 15 15 Not Ready 04 00 00 00

Interpretation: The one of the good sign for the dairy is that the majority of the customer is ready to purchase the BGJC which is very helpful for re-launching BGJC.
How many times customer willing to purchase in a week?

City Palanpur Deesa Ambaji Dhanera

Daily 16 20 06 10

1 or 2 Times 17 10 09 05

Once 04 00 00 00

Interpretation: Because of the low price of the product 43% of Deesa 67% of Palanpur, 40% of Ambaji and 67% of Dhaneras customer are ready to purchase BGJC daily which is the good sign for the dairy . Following factors are important according to customers Price 37 27 15 14 Pack size 17 11 14 04 Place 29 18 12 06 Use 20 13 05 09 Event 10 01 03 05 Self Life 03 03 01 02 Adv 04 05 00 00 Other 01 01 00 00

City / Factor Palanpur Deesa Ambaji Dhanera Quality 35 27 13 11

Interpretation: Along with Price and Quality factor the Place factor is also rated as the high factor by the customers as its indicates in the graph.

Place from which consumers are willing to buy?

City Palanpur Deesa Ambaji Dhanera

Shop 27 29 14 14

Dairy shop 09 01 07 11

Restaurant 08 13 00 01

Vendor 02 02 02 02

Interpretation: From the customers interviewed that is clear that the majority of the customer are interested in buying the product from the shop. Quantity willing to purchase City Palanpur Deesa Ambaji Dhanera 200 ML 15 16 05 08 500 ML 22 16 10 12 750 ML 00 03 01 00 1000 ML 00 01 00 00

Interpretation: Because of the low price and good quality of BGJC customers are interested in buying 500 MLs instead of 200MLs pouch which may help the product for the strong positioning in the market.

City Palanpur Deesa Ambaji Palanpur

Advertising Media suggested by customers T.V 31 23 09 10 Radio 02 00 00 01 Local News Paper 15 13 08 05 Poster 13 13 05 09

Interpretation: From the above graph we can conclude that majority of the customer suggest the T.V as the advertising media.

CHAPTER - 5 FINDINGS AND RECOMMENDATION Findings from dealers analysis: The dealers of Deesa city are not well aware of Banas Goras Jeera Chhas Which might create hurdle in selling of Banas Goras Jeera Chhas again.

The sellers of Deesa and Dhanera are not selling much of the Banas Goras Jeera Chhas which is 20% and 50% respectively.

The one of the biggest problem while selling the Banas Goras Jeera chhas is commission that is given to the dealers of the product.

The dealers are also faced a problem of leakage (Other) while the sell of the product.

 According to dealers, the consumers prefer the Banas Goras Jeera Chhas less

because of its usage factor.

The dealers of all four cities demanded that the delivery time for Banas Goras Jeera Chhas should be at morning except Dhanera city because the dealers of Dhanera city asked for the evening time for the delivery.

The one of the most important factor for the dealers is commission that is provided

to them on Banas Goras Jeera chhas they want that the margin of the commission should be increased in favour of the dealers.

The dealer of Dhanera city likes the discount as beneficial as commission is

The dealers of Deesa and Dhanera suggested T.V as the media for advertising which is 50% and 38%. While the dealers of Palanpur and Ambaji suggested posters as the media for advertising.

Findings from customer analysis: The customers are not using the spicy buttermilk because of its price and the

availability factor.

The most of the customer are purchasing Spicy Buttermilk from parlor at present.

The majority of the customers dislike the factor of place that as shown in the graphs and the majority of the customers of Dhanera also dislike the size of the packing.

All sampled customers giving more importance to the place and use for new Banas Goras Jeera Chhas

 All sampled customers are willing to bye Banas Goras Jeera chhas from parlor.

Customers of all four cities prefer 500ML package for the new Banas Goras Jeera chhas

T.V is highly suggested by all sampled customers.

RECOMMENDATION

For making the awareness about Banas Goras Jeera Chhas in the dealer of Deesa city dairy should provide sample of the product before launching the Banas Goras Jeera Chhas

In the initial stage of the product dairy should minimize its profit and

maximize the commission given to dealers

Dealer suggested that the dairy should minimize the quantity of the carat so the problem of the leakage should be minimized and suggested to use better plastic material for packing.

Dairy should try its level best for delivering the Banas Goras Jeera Chhas to the dealer of Dhanera at evening time.

 Customers are not purchasing the Spicy Buttermilk because of its price but the price of Banas Goras Jeera Chhas is affordable by all middle class families so it indicates the bright future for Banas Goras Jeera Chhas

Dairy should become regular in providing stock to the parlor dealer because most of the customers willing to buy Banas Goras Jeera Chhas from parlor.

Dairy should think on making 500ML pouch because majority of the customer willing to bye 500ML pouch.

Dairy should use T.V as the advertising media.

Conclusion
Last but not the least the training period was a golden time that we spend successfully by being a part of such of giant group there was a point of time when Banas Dairy failed to sustain its Banas Goras JeeRa Chhas in the market because of the some specific reasons like commission and the likings of the consumers towards palce factor. So I hope that this research is very helpful to Banas Dairy for Re-launch its Banas Goras Jeera Chhas I wish very best of luck to the Dairy for their future. We would like to conclude the project by describing that Winners do not do different things but they do things differently the best example is Banas Dairy and the Banas Dairy at large who follows of doing things differently and be a winner in whatever they do and we wish all the best and success to the Dairy for its better progress and to keep up the POSITIVE ATTITUDE and work in order to contribute to the development of its people, society and country at large.

CHAPTER - 6 BIBLIOGRAPHY Books: Marketing Management By Philip Kotler, Kevin Lane Marketing Research By David J. Luck & Ronal S. Rubin

Keller

Websites: www.banasdairy.coop
www.amul.com www.google.com

CHAPTER 7 ANNEXURE

*FOR CUSTOMER*
BANAS GORAS JEERA CHHAS
Date: Place:

The information given by you is used by only for our study purpose and to help Banas Dairy. We assure you that we are not doing any misuse of your given information so please co-operate us. NOTE: Make [ ] on your opinion.

Name of the Customer:_________________________________________ Gender: [ ] Male [ ] Female [1] Are you using Buttermilk? [ ] Yes [ ] No [2] If yes than which type of Buttermilk are you using? [ ] Loose [ ] Packing [ ] Both [3] If you are using packed Buttermilk than which type of packing Buttermilk are you using? [ ] Simple [ ] Masala [ ] Both [4] If you are using simple Buttermilk than mention the reason for not using masala Buttermilk? [ ] Quality [ [ ] Price ] Packing size

[ [ [ [ [ [

] Place ] Use ] Availability ] Self life ] Advertisement

] Other (Specify_________________

[5] If you are using Masala Buttermilk than from which place you are getting it? [ ] Parlor [ [ [ ] Shop ] From wonder ] Other (Specify_________________)

[6] Are you aware of Banas Goras Jeera Chhas? [ ] Yes [ ] No [7] If yes than you ever utilize Banas Goras Jeera Chhas? [ ] Yes [ ] No [8] If yes than which factor you likes and does not like while using the Banas Goras Jeera Chhas? Likings Disliking [ ] Quality [ ] Quality [ [ [ [ [ [ ] Price ] Packing size ] Place ] Self life ] Advertisement ] Other [ [ [ [ [ [ ] Price ] Packing size ] Place ] Self life ] Advertisement ] Other

(Specify_______________)

(Specify________________)

[9] If we re launch Banas Goras Jeera Chhas than will you prefer to buy it? [ ] Yes [ ] No [10] If yes than how many times will you prefer to buy it in a week? [ ] Daily [ [ ] Two or Three times in a week ] Once in a week

[11] According to you which factors are important while buying Banas Goras Jeera Chhas? [ ] Quality [ [ [ [ [ [ [ [ ] Price ] Packing size ] Place ] Use ] Event ] Self life ] Advertisement ] Other (Specify_______________________)

[12] Generally from which place will you prefer to buy Banas Goras Jeera Chhas? [ ] Parlor [ [ [ ] Dairy Shop ] Restaurant ] From wonder

[13] How much MLs pouch will you prefer to buy? [ ] 200 ML [ [ [ [ ] 500 ML ] 750 ML ] 1000 ML ] More than 1000 ML

[14] Which media would you suggest for the advertisement of Banas Goras Jeera Chhas? [ ] T.V [ [ [ [ ] Radio ] Local news paper ] Poster ] Other (Specify______________________)

Your suggestions for the Banas Dairy _______________________________________________________________________ _______________________________________________________________________ ______________________________________________________________________ ______________ Sign of Customer

*FOR DEALER*
BANAS GORAS JEERA CHHAS
Date: Place:

The information given by you is used by only for our study purpose and to help Banas Dairy. We assure you that we are not doing any misuse of your given information so please co-operate us. NOTE: Make [ ] on your opinion.

[1] Name of the dealer:____________________________________________________ [2] Gender: [ ] Male [ ] Female [3] Are you selling Buttermilk? [ ] Yes [ ] No [4] Which type of Buttermilk are you selling right now? [ ] Loose [ ] Packing [ ] Both [5] If you are selling packed Buttermilk than which type of packing you are selling? [ ] Simple [ ] Masala [ ] Both [6] Are you aware of Banas Goras Jeera Chhas? [ ] Yes [ ] No [7] Have you ever sold Banas Goras Jeera Chhas? [ ] Yes [ ] No [8] If Yes than which factor you likes and does not like while selling of Banas Goras Jeera Chhas? [ [ [ [ [ Likes ] Quality ] Price ] Packing Size ] Commission ] Delivery time Does not like [ ] Quality [ ] Price [ ] Packing size [ ] Commission [ ] Delivery time

[ [ [

] Self life ] Advertisement ] Other

[ [ [

] Self life ] Advertisement ] Other

( _______________ ) ( _________________ ) [9] According to you because of which factors the consumption of Banas Goras Jeera Chhas is being lesser day by day in consumers? [ ] Quality [ ] Price [ ] Packing Size [ ] Place [ ] Use [ ] Delivery time [ ] Self life [ ] Advertisement [ ] Other (Specify __________________ ) [10] If we re launch Banas Goras Jeera Chhas in the market than do you like to buy it? [ ] Yes [ ] No [11] If yes than how much MLs pouch will you like to buy? [ ] 200 ML [ ] 500 ML [ ] 750 ML [ ] 1000 ML [ ] More than 1000 ML [12] Which time will you prefer for delivery/ [ ] Morning [ ] Noon [ ] Evening [ ] Morning Evening [13] Which type of beneficial scheme will you like along with Banas Goras Jeera Chhas? [ ] Coupon [ ] Discount [ ] Increase in commission [ ] Commission according to sales [ ] Other (Specify ___________________) [14] Which media will you suggest for the advertisement of Banas Goras Jeera Chhas? [ ] T.V [ ] Radio [ ] Local news paper [ ] Posters [ ] Other (Specify ___________________) Your suggestion for Banas Dairy. ______________________________________________________________________

______________________________________________________________________ ______________________________________________________________________

________________ Sign of The dealer