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ACKNOWLEDGEMT
I Would like to acknowledge my deep sense of gratitude to Saras
dairy for offering this project, thus giving an opportunity to apply
in field what I have to apply to field what I have learnt in the
classroom. This lively , practical and useful experience of 8 weeks
training would buildup a strong and firm foundation of the building
of my professional career.

My debt to those who have been helped me are Deputy Manager,

Assistant Manager for providing me a novice management student
with their precious time and patting an my back for my little effort
to encourage to do my best.

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 INDEX
±INTRODUCTION
±SERVICES
± UALITY ASSURANCE
±AUTOMATION
±ACTIVITIES
±MARKETING
±OBJECTIVE OF MARKETING
±
RODUCTION
±
RODUCT RANGE
±THE
ROJECT
±RECOMMENDATION
±BIBLIOGRA
HY & WEBLIOGRA
HY
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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. It was preceded by
Rajasthan State Dairy Development Corporation (RSDDC) registered in 1975

Jaipur Dairy is a dairy registered under Rajasthan cooperative act and is owned by thousands of its milk
producers members. It works on world famous amul pattern. As all other cooperative dairies, Jaipur
Dairy is a part of three tier structure i.e. Dairy cooperative society at village level which form district
level milk producer unions which are further federated in state level federation. All three entities are
autonomous and linked to each other by provisions of their bye laws.
Its brand in Rajasthan is called
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V 'eginning in organized milk handling was made in India with the

establishment of Military Dairy Farms.
V Handling of milk in Co-operative Milk Unions established all over the
country on a small scale in the early stages.
V Long distance refrigerated rail-transport of milk from Anand to 'ombay
since 1945
V Pasteurization and bottling of milk on a large scale for organized
distribution was started at Aarey (1950), Calcutta (Haringhata, 1959),
Delhi (1959), Worli (1961), Madras (1963) etc.
V Establishment of Milk Plants under the Five-Year Plans for Dairy
Development all over India. These were taken up with the dual object of
increasing the national level of milk consumption and ensuing better
returns to the primary milk producer. Their main aim was to produce
more, better and cheaper milk
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V Efficient milk production system

V Co-opertationizing of the dairy industry

V Remunerative prices to milk producers

V Cheap imports not used against the local

producers

V Efficient organization of milk collection

V Efficient policy making, planning and

implementation

V Efficient supply of cattle feed


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The nation¶s milk supply comes

from millions of small producers,
spread throughout the rural areas.
These farmers maintain a small herd
of one or two milch animals,
comprising cows & buffalos. The
animals¶ nutritional requirements are
largely met by agricultural waste &
byproducts. Ample labor and small
land base encourage farmers to
practice dairying as an occupation
subsidiary to agriculture. While
income form crop production is
seasonal, dairying provides a stable,
year-round income, which is
important economic incentive for the
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V The advertising strategies should be tweaked. Albeit, saras is

using television as an advertising medium, the advertisements
are not very appealing. Using firms that specialize in
advertising to make commercials that are national level, like
the ones used by amul, will go a long way in not only
increasing sales volumes but also increasing product
awareness.
V The organization should also employ professionals to answer
queries about the products so as to redress the problem of
politeness.
V There were some other recommendations that were made by
the consumers. For example, some said that the flavored
milk which is currently sold in bulky glass bottles that are
not re-usable, should be sold in disposable bottles that are
easy to handle.

V The organization could also use bio degradable material to

make these bottles to further enhance its reputation as
natural and safe.

V The consumers also wanted the 24 hours parlor to be opened

at places other than the present outside saras¶s headquarters
³saras sankul´. Although this could be a very costly venture
for the organization, it should still consider it in light of the
revenues it can generate in the long run.
V The organization could also put up suggestion boxes at
various booths so that the consumers could put in their ideas
and problems. These could then be collected every week.
Not only would it help the organization to know of the
problems of the consumers but also of the retailers who
could use the same boxes for communicating their own
problems.

V In case of existing product innovation, saras could go in for:

 A variation of table butter that could be less on calories, on
the lines of nutralite butter available in market these days.
 The plain dahi could be varied into raitas of various tastes
like pudina, zeera, etc.
 Ice creams could be made available in sugar-free varieties.
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