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I.T. POINT11, H.I.G. DOUBLE STOREY, RATAN LAL NAGAR
KANPUR (LC CODE- 00918)
A
PROJECT SYNOPSIS
ON
A Study of Indian Dairy Industry
Pass Dairy
Under the guidance of
Mrs. Reema Saxena
Submitted By
ANOOP KUMAR
REG.NO. 521130842
in partial fulfillment of the requirement
for the award of the degree
Of
Master of Business AdministrationIN
Project Management
SIKKIM MANIPAL UNIVERSITY
Directorate of Distance Education
Syndicate House, Manipal - 576104www.smude.edu.in
(2012-2013)
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ACKNOWLEDGEMENT
It is with real pleasure that, I record my indebtedness to my academic
Guide, Lecturer Mrs. Reema Saxena for his guidance during the
preparation of this project.
I am grateful to (Director) Mr. S.K. Arora and my sincere thanks to all
faculty members of The SMU, IT Point Kanpur (LC Code: 00918)
Place: Kanpur (ANOOP KUMAR)
Date: REG.NO: 521130842
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CONTENTS
1. Introduction to Indian dairies with its general review
2. Introduction of Pass dairy
3. Establishment formation & Management of Co-operativesocieties
4. Aims & Objects
5. Organization structure
6. Organization set up of pass dairy
7. Introduction to marketing
8. Marketing Pass dairy
9. Market share of Milk products
10. Types of Pass milk products
11. Task
12. Daily schedule
13. Main Task & Targets
14. Strategy
15. Problems/constructions/Limitations
16. Learning In The Executive Training
17. Research Analysis along with pie chart, key finding &suggestions
18. Analysis of survey
19. My observation of Pass Dairy
20. Recommendations
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21. Conclusions
22. Questionnaire
23. Bibliography
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INTRODUCTION TO INDIAN DAIRIES
Lot of Indian people start day with tea and milk. Milk is an essential factor of our daily
life. In India milk business is very old. Dairy business adopt modern concept in 197 with
the help of National Dairy Develop Board through Operation Flood Plan. In first section
of this plan, selected ten states ,In which Mother Dairy was setup in Delhi, Mumbai,Chennai and Kolkata
Our country is on first position in production of milk. But in filed per capita availability of
milk is almost 900 gm while in INDIA it is almost 200 gm. The ideal average per capita
availability of milk should be least 250gm.
GENEREAL REVIEW
Indian Dairy emerging as sunrise industry and contributes significantly ingenerating small and marginal farmers of rural INDIA, besides providing food
security
INDIA is blessed with huge bovine population of 196 million cattle and 80 million
buffaloes accounting for 51% if Asia and 19% of world bovine populationthe
largest in the World.
Milk production in INDIA has increased from 20 MILLON 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 growth rate of 5% peryear.
Indias dairy industry generates an annual business of nearly Rs 88,000 Crore
Dairy sector provides regular employment to 9.8 million people principal status
and 8.6 million people in subsidiary status, which together constitute 5 percent of
total work force
Dairy development owes much to the Anand pattern of Co-operative
The Dairy infrastructure now comprises 25 states federation 170 district milk
unions and around 1,00,00 village cooperative societies, through which rural milk
production and procurement system have been effectively linked to urban
markets consumption centers.
Operation flood brought milk revolution in the country by transforming dairying
into a core economic activity. The main challenge before Indian dairy sector
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improving quality, developing international accepted products and stepping up
global marketing strategy.
The future of Indian Dairy industry is promising since its de-licensing in 1992.
The interest of multinational and Indian corporate in the industry has been
growing, and the industrys growth potential is high as there is sufficient
domestic demand and good scope for exports of milk products.
India is emerging as one of the largest and fastest growing consumers market in
the world with high income elasticity of demand of dairy products. Indian dairying
is energy efficient labor incentive and ecological sound.
Over 80% of milk sold in urban and semi urban areas is non-pasteurized from
unorganized sector. THE overall market for liquid milk is growing 4 percent per
annum.
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INTRODUCTION
The Feeder Balancing Dairy Jodhpur is located on the out skirts of Jodhpur city in
Heavy Industrial Area. A uniform piece of 25 acres of land has got road on its front side
two sides of this piece of land are free and at the back long way away is Central Arid
Zone.
Paschimi RajasthanDugadh Utpadak Sahakari Sangh, (Jodhpur PRDUSS) was
established in the year 1972, under the Operation Flood Programmed finds fromD.P.A.P. were utilized for the construction of plant at Jodhpur, and later on the establish
various chilling centers. Initially five districts of Jodhpur, Pali, Jaislmer, Barmer and
Nagore were included under PRDUSS. But Pali was hived off later and was made into
an independent union.
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Under Jodhpur Union the production of milk is one lack per day while consumption of
milk is 73 thousand liters per day. The excess of milk (60 thousand liters) is send to the
central dairy Delhi and Gujarat. At present 485 co-operative societies and 347- milk
collection canter are functioning where average production of milk is one lack thirty
three thousand liters coming in Jodhpur dairy through 53,198 milk productions.
Through increase milk production can fight with famine. Man district of Marwar faces
with famine in every year but through increase in milk production they do earn money
and get relief from famine. There is only source of earning money is selling of milk to
DCS. They get payment in cash or bank account after days.
According to dairy officers whenever falling famine in western Rajasthan, in dairy
collection of mill increase. During the famine in Barmer and Jaisalmer district the
collection of milk is increase 45,000 liter. In the last year, December the total collection
of milk was 72,000 liter while this year it is reached 1, 17000 liter. Dairy provides animal
food at cheap rate for maximum production of milk. In Barmer and Jaislmer villagealmost 24 bulk cooler through this the problem of farmer is eliminate. Whenever dairy
vehicles reach late, milk keep in these bulk cooler. In the year November, 2005 after
setup new milk centre at Bilara, the collection of milk was between 30 to 40 thousand
liters.
WHAT IS CO-CPERATIVE SOCIETY?
Co-operative means mutual working. In simple words it is an organization of weaker
section to face exploitation of rich persons. In other words co-operative form of
organization is an association of persons where by people of ordinary means unit
voluntarily to protect their economic and social interests. Thus it is protective mean
adopted b such persons. It is based on principal Each for all and all for each
Formation & Management of Co-Operative Societies
Co-operative Societies can be formed and registered under the India Co-operative Act.
The following conditions are essential for of the society.
1. There must be at least minimum ten members.
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2. Every member should be adult or major.
3. The members should be resident of that village or the city, where society is setup.
4. All documents of co-operative societies should be submitted to the registrar of co-
operative society
The Management of co-operative societies is based on democratic Aspect. Registrar of
co-operative societies departments checks the accounts of society. All the members of
the co-operative society elect a working committee that looks after the work of the
society. No remuneration or salary is paid by the co-operative society to its members.
AIMS & OBLECTS
The scheme aims to achieve the following objects:-
To Improve the Social & Financial Status of Milk Producers.
To organizing dairy co-operative societies & Producers Marketable surplus milk.
To provides remunerative price to milk producers at the door step.
To undertake milk production enhancement activities by promoting breeding /
feeding and hygienic milk production practices.
To undertake training and awareness programmed against milk producers.
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Market quality processed milk and milk products to the consumers.
Development of Co-operative milk procurement system in the rural areas
covered under the milk collection routes of the scheme in order to provide raw
milk a channel which is more remunerative than the tradition channel of
conversion of surplus milk into un-economic ghee.
Establishment of milk processing-cum-manufacturing plant for supplying
pasteurized milk primarily to Jodhpur City.
ORGANIZATION STRUCTURE
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DEPARTMENTS
Marketing Department
According to Peter Drucker, The aim of marketing is to make selling superfluous.
Marketing department is one the most important department in every
organization. The marketing activities of the organization include providing
support to the milk unions within and outside the state. The marketing
department conducts various surveys to know the needs and expectations of the
customers.
Marketing department is responsible for the sale of liquid milk. It decides the routes by
which the milk is supplied as well as decides the number of booths in district and up
country. It also appoints distributors for supply of milk from dairy plant to different areas
of district and up country market., Jodhpur is also marketing various fresh milk products
in pass brand like chhach, lassi, paneer, shrikhand, dahi and long life products such as
ghee, skim milk powder and whole milk powder.
Various sales promotion techniques are used by marketing department to increase the
sale of pass products like
It mainly includes the management related with:-
a.) Sales and Marketing
b.) Advertisement
Hoardings
Glow sign board
Gift hampers
Banners
Advertisement through local cable
Wall paintings
c.) Cost Fixation
d) Distribution of Product
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3. Production Section
4. Quality Control Section
5. Finance Section
6. Marketing Section
7. Personnel & Administration Section
INTRODUCTION TO MARKETING
In the previous one decade. We have taken some efforts particularly in the
management of milk and products. Particularly the pass has brought a revolutionary
change in the management of milk. The skimmed milk powder, pannier in attractive
packagers have received positive responses not only in the domestic market but also in
the overseas market. However we need qualitative-cum-quantitative improvements on
almost all the forms. In the respect the key managerial decision areas are the
following:-
Farming the product mix
Structuring the distribution channel
Managing the pricing
Designing the promotion mix?
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PROCUREMENT AND SALES
Milk from the DCS is collected and brought to the six chilling at Balotra, Barmer,
Phalodi, Pokaran, Merta city and Naguar as well as directly to the plant at jodhpur.
From these chilling centers, milk is brought to the plant at jodhpur by milk tankers.
From a mere thirty-eight Dairy Co-operative Societies (DCS) at the village level in
1974, the union has been able to establish and organize 782 DCS, out of which 375
are functional as in 2003-04. The total memberships of all these DCS stand at 51797.
There has been a remarkable increase in procurement during the Ist five years, from an
average of 39987 LPD in 1999-2000 to 63293 LPD in 2003-04, an increase of 58
percent.
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6) To Learning Technique increase the sale of products..
STRATEGY
A marketing strategy is a process that can allow an organization to concentrate
its (always limited) resources on the greatest opportunities to increase self and achieve
a sustainable competitive advantage.
A marketing strategy is effective when it is an integral component of corporate
strategy, defining how the organization will engage customers, prospects and
competitors in the markets Arena for success. It is partially derived from broader
corporate strategies, corporate mission, and corporate goals. They should follow from
the firms mission statement. They are also influenced by a range of micro environment
factors.
SURVEY RESEARCH
A survey research is defined as the method of collecting information by asking a
set of pre formulated question in a predetermined sequence in a structured
questionnaire to a sample of individuals drawn so as to be representative of a defined
population. These questionnaires are administered to an individual or a group of
individual through interview. Typical survey objectives involved describing or learning
from an ongoing activity by studying the changes in behavioral pattern of the subjects
of interest of the researcher.
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Method of survey research used by me: Door to Door interview.
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Steps in the research design process
Identifying and Defining Problem/Opportunity
Planning the strategy
Selecting the method of strategy
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RECOMMENDATIONS
On careful observation of pass Dairy during the training period I have the
following suggestion for pass Dairy, Jodhpur which on proper implementation may
provide a big boost to it.
All information regarding pass Dairy and its products should be available on
internet.
Increase in advertisement and publicity.
Motivation program for booth and parlor owners.
Marketing department should be well furnished and attractive.
Jodhpur Dairy should give milk products competitive prices and facilities.
Glow sign boards should be provided to booth and parlor owners.
New product should be launched like ice-cream.
To popularize Shrikhand free sample may be distributed at some public place.
Inspection and frequent check of booth and parlors.
Good co-ordination between marketing department and booth, Parlor owner.
New technology should be adopted from national and international Company
Experts in the Field.
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