Presentation 3

Project ReportOn

Marketing research Carried At

Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd

ACKNOWLEDGEMTACKNOWLEDGEMT

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

My debt to those who have been helped me are Deputy Manager, My debt to those who have been helped me are Deputy Manager, Assistant Manager for providing me a novice management student Assistant Manager for providing me a novice management student with their precious time and patting an my back for my little effort with their precious time and patting an my back for my little effort to encourage to do my best.to encourage to do my best.

Jayesh singhBBA-Final 2009-10

Commerce College-Jaipur

1. Saras Jaipur dairy

project on Report Marketing research in dairy products

Submitted In partial fulfillment of the requirement of BBA PROGRAM Commerce CollegeSupervised By:

Assistant professor M.L Sharma

Commerce College University of Raj.

-INTRODUCTION-INTRODUCTION-SERVICES-SERVICES-QUALITY ASSURANCE-QUALITY ASSURANCE-AUTOMATION-AUTOMATION-ACTIVITIES-ACTIVITIES-MARKETING-MARKETING-OBJECTIVE OF MARKETING-OBJECTIVE OF MARKETING-PRODUCTION-PRODUCTION-PRODUCT RANGE-PRODUCT RANGE-THE PROJECT-THE PROJECT-RECOMMENDATION-RECOMMENDATION-BIBLIOGRAPHY & WEBLIOGRAPHY-BIBLIOGRAPHY & WEBLIOGRAPHY

INDEXINDEX

INTRODUCTIONINTRODUCTION

About Rajasthan Co-operative Dairy Federation (RCDF)About Rajasthan Co-operative Dairy Federation (RCDF)

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 Saras.

No. of Cooperative Unions: 16No. of Dairy plants: 15Capacity: 1,425 Thousand Liters per Day

Dairy is a place where handling of milk and milk products is done. And technology refers to the application of scientific knowledge for practical purposes. Dairy technology thus, has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale.

Dairy Dairy TechnologyTechnology

History of Indian Dairy Industry

Beginning in organized milk handling was made in India with the establishment of Military Dairy Farms.

Handling of milk in Co-operative Milk Unions established all over the country on a small scale in the early stages.

Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945

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.

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.

An Instrument Of Social And Economic Change In India

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 farmer.

SERVICESSERVICES

Services

QualityJaipur Dairy has got a sophisticated quality Control Laboratory, which is

equipped to carry out almost all the chemical & bacteriological tests related with milk & milk products. The QC lab also carry quality test for various packaging material, ingredients chemicals used in the Jaipur

Dairy.The services of the QC lab is also used for carrying our consumer awareness programs like “Dudh Ka Dudh Pani Ka Pani”. We also have

facility for general public for getting their milk/ghee samples tested in our QC lab free of cost.

EngineeringThe lifeline of Jaipur Dairy ie. Stream, water & refrigeration

is provided and maintained by the Engineering section. Apart from this, this section does regular maintenance both preventive and corrective,

only. Considering the perishable nature of milk, the engineering section has to be on it’s toes always.The section is managed by well-qualified and

experienced manpower,which are at par with any professional oraganization.

QUALITY ASSURANCEQUALITY ASSURANCE

Quality AssuranceRCDF possesses a specialised central quality control laboratory

which monitors adherene to quality standards through random sampling of milk, milk products, cattle feed, packing material etc..

Each dairy plant has it’s own laboratory to which RCDF staffs provides advice & technical support.

Established in the year 1990 the central quality control laboratory in RCDF is engaged in monitoring the quality standards

of milk and milk products, packaging material, cattle feed and effluent treatment so as to ensure their conformance with laid

down respective standards of P.F.A, B.I.S, Ag-mark and pollution control board . Ambit of activities cover all aspects right from

collection of milk to finished products by program such as clean milk production , ISO-9002 and HACCP-15000 certification. In addition to this all the major milk plants and cattle feed plants too have their own laboratories to ensure the QAP and

TQM at first place .commitment to production of quality products has resulted in the dairy plants at Alwar , Bhilwhara , Bikaner,

Jaipur & Udaipur being registered under ISO- 9002 & HACCP-15000 System.

Automation

AUTOMATION

The basic unit of jaipur dairy is village level producer’s Cooperative society. These village Dairy Cooperation provide a remunerative market to producers market to producers.It collects supplies milk from milk producers and send this collected milk to Jaipur Dairy.Milk supplied by the producers are weighed ,samples drawn for quality testing and payment is made on the basic quantity testing and payment is made on the basic quantity of milk(Fat%).the Dairy Cooperation started with traditional manual operated centrifugal machine for fat testing.This system was expensive , hazardous and time consuming and producers were not aware of about fat content of milk supplied by them.During the year 1984-85 the Electronic milk tested (EMT) was installed at about 50 DCS.Since it gave instant digital display of fat content of the milk.But due to non availability of maintenance support and funds during a period of about 10 years new expansion could not be made

In the year 1996 a strategy was made to have more stress on automation of milk reception at village level Dairy Cooperation as well as at Jaipur Dairy Plant.Since EMT found immediate acceptance and faith in its was felt that accuracy and consequent transparency an result in growth of milk procurement .The large number EMT installed at DCS’s in phased manner ,but the remaining work like weighing, recording of data registers, calculation of amount payable and accounting was all done manually.Further electronic weigher which along with the Electronic Milk Tester (EMT) attached to a processor which print payment to the suppliers, but the problem of maintaining records accounting continued to exist. This problem become more acute, as the success resulted in increase in membership, milk collection and therefore accounting activities was also increased. This initiated the Management of Jaipur Dairy to take a further a bold step ahead of providing an paradigm shift in technology by introduction of Smart Automatic Milk collection Station (SAMCS) at village level. This also sought to exploit the potential of the PC for computerizing the other activities of the society, namely accounting, Profit distribution

As has introduced the pc based Milk Collection Station. The milk Collection Station performs on line capturing of Fat content of the Milk and the weight of the milk supplied and immediately prints the payments slips. It simultaneously stores the data for further use in the accounts of the society. This data could also be put to use for calculation of profits, and its distribution as it is directly linked to the milk supplied over the year.

The PC could also be put to use for automation of other activities of the society like management of inventory of trading items of the society , accounting of various veterinary services, animal breeding, animal health care services provided by the society. The generation of such a data-base would lead to another application in future namely the Data mining for study of cattle breed management , milk collection improvement, health-care ,economic, education and other statistics of the milk producers a result of this vision, Jaipur Dairy at the village level affiliated with the society.This data could further be transmitted and pooled through Internet Connectivity at the decision making level for further policy planning, control and effective monitoring. Presently more than 85% of DCS’s in our milk

Shed have either AMCSD or EMT. Besides the automation of village level Dairy Cooperative the milk man Reception system at the Jaipur Dairy dock i.e. the Raw milk Reception Dock (RMRD) has been modernized with the installation of an RMRD Automation Network System, which is first of its kind in India.

The automation system records weight data from the two reception docks automatically, with entry of various parameters like Route Code, DCS Code, Sample number, number of cans, Types of milk etc. Similarly recording of Milk Quality Analysis data consisting of Fat% and SNF% is also provided. On completion and collection of the weight and analysis cycle for a particular rote , both the data are processed and collected for printing the Truck Sheets . The data i.e. both the merged and individual ones are available for further processing. In addition, processed data on milk can summary, route summary, daily summary etc., can also be obtained . The software has provisions for numerous formats and has the usual formats.

The software is user friendly and has inbuilt features for quality and quantity validation and checking. It also has user secured features for

user auditing and performance monitoring. This is a special features as it prevents manipulation by means of the ‘password’ authorization

control, which is configurable only by competent authorities. Apart from atomizing the man dairy dock , we have installed the same system at

all of our chilling centers reception dock also.Recently , Jaipur dairy has initiated an ambitious project

Activities of Saras

Activities

This Dairy procures milk through its strong network of over 1200 Village level Dairy Co-operative spread in Jaipur & Dausa district. Diary arranges

transportation of milk from doorsteps of milk producers to the receiving point at dairy plant and its chilling centers. Payments of milk are disbursed to the

milk producers on ten-day basis.

Procurement and input activities include Farmer’s organization, Input Services like Animal Health Coverage , animal breeding programe, Supply

of balanced cattle feed and improved high yielding fodder seeds to the members, Cooperative institution building , Women Dairy Cooperative

Leadership programe and Training of DCS of manpower and its managing committee members etc.

Processing facilities of the dairy plant presently include multi-dimensional activity like chilling, Pasteurization, Standardization , Sterilization , production of Ghee, Butter(Salted/Unsalted),Skimmed milk Powder(SMP),Indigenous fresh Milk Products(Paneer/Shrikand,Chhach(Plain/Salted),:Lassi,Mawa(Khoa) & Dahi (Plain/Mishti)and Aseptic Milk (which was handed over to Jaipur Dairy only in 1997-98)

VermiComposting

Under the recent concept of organic farming; to achieve the objective of organic milk production and to se the organic waste of dairy plants,RCDF has initiated a program of Vermicomposting with the help of NGO, Moraka Foundationand is distributed to the farmers .Training in this regard is also bieng imparted to the farmers. Up till now 2543 farmers have been trained as on 2007

District Poverty Initiative Project

Under this program financed by World Bank, the government of Rajasthan has selected seven districts viz.Dholpur,Tonk,Rajsamand, Churu, Baran, Jhalawar, Dausa. The Dairy development sub sector has been given to RCDF under the contract.During the project has period,July 2003-2005 as much as 2060 CIG’s will be organized as a basic infrastructure development 53,400 heads of milk animal will be inducted in these DPIP districts. The major objective of DPIP is to build the capabilities of BPL families and to convert CIG’s into milk Co-operative Societies and and to link them with Unions for marketing of

milk.

Objectives of Marketing

Objectives of Marketing

To carry out activities for promoting production ,processing & 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 milk animals and economic betterment of those engaged in milk production.

MARKETINGMARKETING

Marketing

Jaipur Dairy sells its milk products through a network of over 1800 retail outlets spread over Jaipur city and near by 50 towns.The retailers are the most important segments of Jaipur Dairy are given all care and attention.They are regularly trained on various aspects of customer satisfaction. We have ensured that the consumer should not travel/walk more to fetch milk for his/her daily consumption. With this intention,strong networks of retail outlets have been made. Supply of liquid milk is made twice a day for benefit of the consumer.Liquid milk is dispatched to rural area through a contracted fleet of insulated vehicles.Jaipur Dairy was among the first 8 dairies to be selected by NDDB for countrywide launch of Mnemonic symbol campaign. This has further given a big boost to the image of SARAS brand milk.This milk and milk products are sold through a network of a mix of own, shop agencies ,various institution and Saras Milk Parlors.

Jaipur Dairy has taken utmost care to satisfy and delight its customers. We have launched many consumer’s incentive and sale promotion schemes during last few years like ‘Double Dhamaka’, ‘Triple Dhamaka’, ‘Home Delivery Schemes’ etc.The ‘Customer Satisfaction Index’ is an indicator of the performance of the Jaipur Dairy.

PRODUCTION

PRODUCTIONPRODUCTION

The installed capacity of jaipur dairy was 1.5 LLPD. The dairy plant was commissioned in the year 1981 under of 1. With the multiple increase in marketing of milk and milk products and also in milk products and also in milk procurement, the capacity of the plant was increased to 2.5 Lakh Lt. Per day in1998-99 with internal human and financial resources. The production facility are available and maintained in most hygienic manner as per laid down procedures of Quality Management System.

Considering the growth in procurement and marketing Jaipur dairy has prepared and initiated Expansion Plan for expanding the capacity to Five Lakh Ltr per day, with the help NDDB Jaipur Dairy also in Packaging Station, which is a ‘State of Art Technology’ and of very few in the country.

The Plant has been well maintained till date by our own technical staff.This fact has been well accepted and acknowledged at recently held Milk Seminar at Goa, when Jaipur Dairy was awarded for ‘Best Machine Utilization’.

Jaipur dairy has always stood to its commitment of fulfilling the demand of Indian Forces posted at front in the wear in the hour of need .The conditions of facility and production facilities and production environment is being maintained in perfect conditions till date.

This has resulted in other sister organization like MP federation and Mother Dairy to enter into long time agreement with Jaipur dairy for manufacturing the products under their respective Brands name.

PRODUCT RANGEPRODUCT RANGE

Product RangeMilk

Fresh milkFull cream milk

Toned milk

Long shelf life milk (tetra packs)

Double toned (fit & fine)

Taza milk

Milk Products

Fresh Milk ProductsChaachDahi

Long Shelf Life

Milk ProductsGheeTable Butter

The ProjectThe ProjectAs part of my training at Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd., I was asked to carry out a survey to determine the consumer

satisfaction level for the products of Saras.The questionnaire was provided by the

management itself and contained ten close ended questions designed to draw out the consumers’

reaction to various aspects like quality of products, services, communication, grievance redressal,

feedback etc.The questions were to be answered on a scale of

one to five where one represented the worst performance and five, the best.

The survey was carried out on a sample of 50 people who were randomly chosen from different

areas of the city.The questionnaire was given to them and was

collected back after one week.

How well do we communicate with you?

How well do we communicate with you?

0

10

20

30

1 2 3 4 5

Ratings(1-5)

No.

Of P

eopl

e

Ratings No.Of.peopl

e

Level 1 0

Level 2 0

Level 3 5

Level 4 28

Level 5 17

Total 50

Do we give you the information you need?

Do We Give you The Information You Need?

0

10

20

30

1 2 3 4 5

Ratings (1-5)

No

.Of

Peo

ple

Ratings

No.Of.people

Level 1 0

Level 2 1

Level 3 6

Level 4 28

Level 5 15

Total 50

Do we answer your queries promptly?

05

1015202530

No.

Of P

eopl

e

1 2 3 4 5

Ratings (1-5)

Do We Answer Your Queries Promptly? Ratings No.Of.people

Level 1 0

Level 2 0

Level 3 2

Level 4 31

Level 5 17

Total 50

Do we answer your queries politely?

05

1015202530

No.O

f Peo

ple

1 2 3 4 5

Ratings (1-5)

Do We Answer Your Queries Politely? Ratings No.Of.people

Level 1 0

Level 2 0

Level 3 3

Level 4 30

Level 5 17

Total 50

Do we respond to your problems and suggestions?

Do We Respond To Your Problems and Suggestion?

0

10

20

30

1 2 3 4 5

Ratings (1-5)

No.

Of P

eopl

e

Ratings No.Of.people

Level 1 0

Level 2 0

Level 3 9

Level 4 27

Level 5 14

Total 50

Do you feel we have a concern for quality?

Do You Think That We Have Concern For Quallity?

0

10

20

30

1 2 3 4 5

Ratings (1-5)

No.

Of P

eopl

e

Ratings No.Of.people

Level 1 0

Level 2 0

Level 3 2

Level 4 27

Level 5 21

Total 50

Do we deliver quality products consistently and on time?

Ratings No.Of.people

Level 1 0

Level 2 0

Level 3 8

Level 4 25

Level 5 17

Total 50

0

5

10

15

20

25

No.

Of P

eopl

e

1 2 3 4 5

Ratings (1-5)

Do we deliver quality products consistently and on time?

Do we anticipate your need?

Do We Anticipate Your Need? 0%

4%

8%

50%

38%

1 2 3 4 5

Ratings

No.Of.people

Level 1 0

Level 2 2

Level 3 8

Level 4 24

Level 5 16

Total 50

Have we increased your understanding of quality?

Have we increased your understanding of quality?

10%

12%

16%

34%

28%

1 2 3 4 5

Ratings

No.Of.people

Level 1 5

Level 2 6

Level 3 8

Level 4 17

Level 5 14

Total 50

Do we work with you as a team?

0

5

10

15

20

No

.Of P

eop

le

1 2 3 4 5

Ratings (1-5)

Do we work with you as a team?Ratings

No.Of.people

Level 1 0

Level 2 7

Level 3 12

Level 4 17

Level 5 14

Total 50

RECOMMENDATIONSRECOMMENDATIONS

Recommendations

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.

The organization should also employ professionals to answer queries about the products so as to redress the problem of politeness.

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.

The organization could also use bio degradable material to make these bottles to further enhance its reputation as natural and safe.

The consumers also wanted the 24 hours parlor to be opened at places other than the present outside saras’s headquarters “saras 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.

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.

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.

BIBLIOGRAPHYBIBLIOGRAPHY&&WEBLIOGRAPHYWEBLIOGRAPHY

BIBLIOGRAPHY

Primary Data: With in the organization *Catalogues *Magazines *Internet & e-mails *Manuals

WEBLIOGARPHY

Secondary Data: online data from internet*www.rajasthanco-perationdairyfederationltd.*www.sarasmilk.com.