A

SUMMER TRAINING REPORT

ON
TRAINING UNDERTAKEN
AT
Consumer survey of Saras product
Undertaken At
JAIPUR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD.

Master of Business Administration

2014-2016
Submitted by:

Submitted to:

Sachin Saxena

Mr. Kawaldeep Dixit

PREFACE
With the increasing trend of globalization the market competition are increasing
day by day. In this competition the customer attitude has also change.
Consumers 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 consumers
buying behavior than they are able to shape their marketing strategies
accordingly. No doubt, marketers who understand consumers behaviors 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.

ACKNOWLEDGEMENT
I would like to take this opportunity to express my gratitude towards all those who
have, in various ways, helped me in the completion of this project.
I also express my sincere thanks to my project guide Dr. Atul Shukla for
guiding me right from the inception till the successful completion of the project. I
sincerely acknowledge him for extending her valuable guidance, support for literature,
critical review of project and the report and the above all, the moral support he
provided me with throughout all state of report preparation.

Sachin Saxena

EXECUTIVE SUMMARY
I am heartily thankful to the Company Saras for providing me wonderful
opportunity to do

training in their Organization . It was really a learning and

experience gaining period .

The Company Guide Dr. Atul Shukla, Dy. Manager (Marketing)
(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.
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 .

CONTENTS
1. Introduction to the industry
2. Introduction to the organization
3. Reasearch methodology
3.1 Title of the study
3.2 Duration of the project
3.3 Objective of study
3.4 Type of Research
3.5 Sample size
3.6 method of selecting sample
3.7 Scope of study
3.8 Limitation of study

6-8
9-39
40-42

4. Facts and findings

43-45

5. Analysis and interpretation

46-54

6.SWOT

55

7.Conclusion

57

8.Recommendation and Suggestion

58

9.Appendix

59

10.Bibliography

60

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 worlds milk production

and

stood first
in the worlds 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 .
6

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

improveing quality

,developing international accepted product and stepping up

global marketing strategy

The future of Indian dairy industiis promising , since its delicensing in 1992, the interest of multinational company and
indian corporate growing

potential is

and the industrys

growth

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

7

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 coprative federation known as, Rajasthan

co-operative dairy federation (RCDF) which provide the milk to whole
rajasthan with the help dairy unions, establish in the different parts of the
state.

INTRODUCTION ABOUT ORGANIZATION

8

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 programmes 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 ltr. of milk
per day.In June 1981, Jaipur dairy plant was commissioned as a unit of Rajasthan Cooperative 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 ltr 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
9

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 programme, 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 199899 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.

AN INTRODUCTION ABOUT RCDF:-

10

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:-

11

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:12

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:13

 Registered
Plant commissioned
APS
Coverage
Started with

March 1975
June 1981
April 1984
Jaipur & Dausa
25 DCS

Processing facilities (Jaipur dairy) transferred in April 1992

APS transferred in April 1997
Plant capacity

Initial

Expanded to

Further Expanded to

APS

Powder plant

Expanded to

1.5 LLPD
2.5 LLPD
5.00LLPD
40 TLPD
10 MT/ day
15 MT/ day

Chilling centers
Initial

02

Present

07

Procurement
(2003-04)

284 TKGPD

(2004-05)

340 TKGPD

(2005-06)
(2006-07)
(2007-08)

339 TKGPD
468 TKGPD
504 TKGPD

(2008-09)

493 TKGPD

(2009-10)

470 TKGPD

PACKED MILK SALE:

POLYPACK
14

(2003-04)
(2004-05)
(2005-06)
(2006-07)
(2007-08)

232 TLPD
274 TLPD
351 TLPD
360 TLPD
422 TLPD

(2008-09)

455 TLPD

(2009-10)

491 TLPD

UHT MILK
(2003-04)

67.04 Lakh Ltr.

(2004-05)

88.41 Lakh Ltr.

(2005-06)

65.45 Lakh Ltr.

(2006-07)
(2007-08)

90.44 Lakh Ltr.

93.88 Lakh Ltr.

(2008-09)

94.33 Lakh Ltr

(2009-10)

106.43 Lakh Lt

To day 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
15

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.

16

INDUSTERY 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 customers 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
QUALITY 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

17

18

ORGANISATION STRUCTURE

19

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.

20

MARKETING SECTION

21

22

MARKET DEP. 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.

Organise 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.

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, mobilisation 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
23

AI and NS, promotion of fodder development and general support & supervision to
DCS.
DCS
Provides input services (AH, AI) to its members and procurement of milk.

MILK UNIONS:-

Ajmer
Alwar
Banswara
Barmer
Bharatpur
Bhilwara
Bikaner
Churu
Ganganagar
Jalore
Jaipur
Jhalawar
Jodhpur
Kota
Nagaur
24

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, Flavoured Milk, Mawa, Paneer and Dahi.
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.
To improve the quality of raw milk, the Dairy has commissioned chilling centers and
installed Bulk Coolers at various places in the milk shed.
A promise to keep, A Dream to fulfill, And Miles to go
Method of manufacture of sterilized-flavored milks/drinks

25

These combine the advantage of both sterilized and flavored milks/drinks. The
method of preparation is given below.
Flow diagram of manufacture:
Receiving milk
To

same as for
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
suger (syrup) are added and mixed into the milk.

ACHIEVEMENTS

Introduction of IVRS System

National productivity award (1997)

First in rajasthan to get ISO-9002 & 1500 HACCP certificates

Launch of mobile CART Scheme

26

First dairy in india to launch MNEMONIC SYMBOL an uniform Symbol

under CO-OP. Umbrella

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

The "Saras" range:

Fresh Milk

Long Shelf Life Milk (UHT)

DTM

Skimmed Milk

Toned

Double Toned Milk

Standard

Toned Milk (Taaza)

Full Cream

Cow Milk

Skimmed
Cow Milk
Camel Milk
Fresh Milk Products
Chaach

Long Shelf Life Milk Products

Ghee

Lassi

Cow Ghee

Dahi

Table Butter

Paneer

SMP

Shrikhand

WMP

Icecream

Cheese

Rasgulla

Dairy Whitener

Flavored milk

White Butter

.Mawa
Cattle Feed
Balanced feed
High energy
Mineral mixture
Urea Molasses Brick (UMB)
27

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.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 colour and only written up the Saras-Swad Rajasthan Ka.

28

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 Amuls 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.
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 some one 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 margine 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.
29

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.

30

RESEARCH METHODOLOGY
Title of study -Market analysis of fresh product in jaipur city and prepare its
Promotion policy
Duration of project
45 Days
Objective of Study: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 thesaras 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 grouth 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.
Meaning &Type of Research
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.
SAMPLE SIZE
Sample size :- Itdenotes the number of elements to be include in the study .we took
100 retailers and 100 consumer sample from jaipur city.
METHOD OF SELECTING SAMPLE
31

Sampling technique :- mixure 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.
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.

32

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

flavoured milk

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

Elaichi

Rose

Strawberry

9%

Chocolate

4%

Mango

3%

Coffee

4%

Masala mix

5%

58%
17%

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 are 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.
33

Facts and finding

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

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

Quality :- 85% of the retailer are fully satisfied with the quality of product
.they dont want any change in product quality.

Distribution channel :- 98% of the retailer do not want to change the

distribution channel.

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 ,2009 -

1,47,876

In june ,2010 -

1,06,859

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

34

Analysis and Interpretation

Que:- Do you know about Saras milk ?
Ans:- The response were
Yes-60%
No -40%

Interpretation
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.
Que:- If Saras milk were available at your doorstep, would you like to
purchase it ?
Ans:- The response were .Yes : 63%
No : 37%

35

Interpretation
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.
Que.- Do you consume Saras product ?
Ans.-The response were :
Yes:- 70%
No :- 30%

Interpretation
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 Lotas, etc..
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Que:- The quality of Saras product lies between ?

Ans:- The response were :
Very good : 70%
Good

: 20 %

Normal : 5%
Poor : 5%

Interpretation
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

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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%

Interpretation
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.
Que:- Do you know about adulteration in milk and milk products ?
Ans:- The response were :
Yes.-- 40%
No -- 60%

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Interpretation
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.
Que.- Do you know about synthetic milk ?
Ans.- The response were :
Yes.- 45%
No - 55%

Interpretation
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 .
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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 unware..

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 }

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.

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SWOT ANALYSIS OF STUDY: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

CONSUMERS CARRYING NEGATIVE PERCEPTION ABOUT

PROCESSSED MILK
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

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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 lotaus 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 dairys.
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 consumers through there
quality service and there supply services or some new attractive schemes etc. for
standing in the market competition.

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SUGGESTIONS

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

Easy availability of the to milk the consumers.

A company should try to find the new consumers attractive schemes

in every two months.

Advertisements should be about the childrens 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 consumers.

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

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Questionnaire

Que 1:- Do you know about Saras milk ?

(a)Yes

(b)No

Que 2:- If Saras milk were available at your doorstep, would you like
to purchase it ?
(a)Yes

(b)No

Que.3- Do you consume Saras product ?

(a)Yes

(b)No

Que 4:- The quality of Saras product lies between ?

(a)Yes

(b)No

Que 5:- Do you know about adulteration in milk and milk products ?
(a)Yes

(b)No

Que 6.- Do you know about synthetic milk ?

(a)Yes

(b)No

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BIBLIOGRAPHY:-

KOTHARI CR INTRODUCTION TO OPERATIONAL RESEARCH

SECONDEDITION USB PUBLICATION
AGARWAL M.R. MARKETING MANAGEMENT SECOND EDITION,
GARIMA PUBLICATION
KAPUR K. SATISH, KANSAL PURIVA MARKETING LOGISTIC,
FIRST EDITION, PSN PUBLICATION.
DAVID PRICE CONSUMER BEHAVIOUR FIRST EDITION.

WEBLIOGRAPHY

WWW.SARASMILKFED.COOP
WWW.JAIPURDAIRY.COM

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