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A Project Study Report On Training Undertaken at SARAS DAIRY, ALWAR (Alwar Zillah Dugdh Utpadhak Sahkari Sangh Ltd.

Alwar) Titled CUSTOMER RELATIONSHIP MANAGEMENT Submitted in partial fulfillment for the Award of degree of Bachelor of Business Administration .

(SESSION 2008-11)

Submitted By: PRAMOD KUMAR SHARMA BBA PT-3rd

Submitted To:MR. MILAN CHAKRAWATI HOD, B.B.A DEPT.

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PREFACE
Someone rightly said that practical knowledge is for better then classroom teaching. And successful in any project is the result of hard work, right opportunity a right time and proper and proper guidance .Every nice work beings with systematic approach towards reaching successful completion. Our work was not at all exception.

A fresh graduate would have absolutely no idea of the functioning of the industry. He would probably be unaware about that departments and their functioning. He would completely ignorant of the working condition and the environment. Before joining my summer Training at ALWAR ZILA DUGDH UTPADAK SAHKARI SANGH LTD. I thought that an eight week training is futile academic requirement .By the time I completed my training I Understood how important was for an MBA student to do vocational training.

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Acknowledgement
I express my sincere thanks to my project guide Mr. Akram Khan for guiding me right from the inception till the successful completion of the project. I sincerely acknowledgement her for extending their valuable guidance, support for literature, critical review of project and the report and above all the moral support she had provide to me with all stages of this project. I would also like to thanks the supporting staff Mr. Mahesh Sharma (company Guide, Asst. manager) marketing, Saras dairy, Alwar (AZDUSS Ltd.), Mr. Anil Kumar mathur (deputy manager, Administration) Department, for their help and cooperation throughout our project.

PRAMOD KUMAR SHARMA

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DECLARATION

I hereby declare that this project work entitled Customer relationship management is my work, carried out under the guidance of Company Guide Mr. Mahesh Sharma . This report neither full nor in part has ever been submitted for award of any other degree. I further declare that all the information and facts furnished in this project report are based on my intensive research and finding. They are first hand and original in nature. This information is not copy it is original report.

PRAMOD KUMAR SHARMA

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Executive Summary

Each day is a new learning experience and so was the case during my Executive Training. Every day I learnt something new. During my training I learnt the following things: 1) First and foremost I learnt to practically apply the knowledge gained through theory classes and bridge the gap between academic institution and corporate world. 2) Understood the importance of job responsibility. 3) How coordination is maintained between different departments like marketing, human resource, administration. 4) Learnt the ways to increase milk procurement. 5) Understood the distribution network adopted by Saras. 6) Understood how the management keeps its employees satisfied and retain them. 7) The processes that the milk passes through before reaching the final consumers. 8) The processes by which various milk products like ghee, butter, dahi, paneer, chhach, lassi, shrikhand, etc. are prepared. 9) Learnt how to conduct door to door interviews. Initially I felt slightly uncomfortable conducting the interviews but with time I learnt a lot and became very comfortable conducting door to door personal interviews.

10) Learnt to organize plant visit for visitors.

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11) Learnt to take demand of Saras products from various stations through phone or personal contact in the prescribed Performa.

12) Learnt how to build a good rapport with the staff. I was very successful in building good rapport with the staff of the marketing department and other departments of the organization as well.

I worked as an intern in Saras dairy (Tonk) which processes and markets milk products which are quickly perishable. Therefore the marketing strategy of Saras is very different from others. In this type of organization it is necessary to maintain a balance between demand and supply and I learnt very well how to maintain a balance between demand and supply.

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CERTIFICATE FROM THEORGANIZATION ACKNOWLEDGEMENT DECLARATION PREFACE EXECUTIVE SUMMARY 1. INTRODUCTION ..9-26 About company (Company Profile) About Topic 2. OBJECTIVE........27 4. DATA ANALYSIS ..28-31 5. FINDINGS 32-35 Milk Product Manufacture Milk Procuremnt Chart Liquid Milk Sale Turn Over Chart 6. TASKS36 7.TARGETS38 8. STRATEGY39 9. MARKET SURVEY.40-46 10. SURVERY RESULT.47 11. DEPARTMENT OF SARAS DAIRY.50-58 12. LEARNING IN THE EXECUTIVE TRAINING..59-61 13. SWOT ANALYSIS62 14. CONCLUSION.63-64 15. LIMITITION 65-66
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16. SUGGESTION67 17.QUESTIONNAIRE68-74 18.ABBREVIATION75 19.BIBLIOGRAPHY...76

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INTRODUCTION OF SARAS (AZDUSS LTD.)

Alwar 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, Alwar 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.

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar (AZDUSS Ltd., Alwar) is a cooperative organization registered under Cooperative Act with Registrar of Cooperative,

Government of Rajasthan. It was established in the year 1972 to implement dairy development activities in the Alwar district, under Operation Flood Program.

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CHAIRMAN MANAGING DIRECTOR

Mr. Ram Phal Gurjar Mr. R.K Trishal

ESTABLISHMENT YEAR 1972 IN ALWAR EMPLOYEES Permanent employees 197 Contract labor CERTIFICATION ISO 9001-2000 IS 15000 (HACCP Food Safety Management System) NO OF REGISTERED 795 150

COOPERATIVE SOCIETIES PRODUCTS Full cream milk, toned milk, double toned milk, skim milk, dahi, paneer, ghee, chhach, lassi, shrikhand NEW PRODUCTS ADDRESS TELEPHONE Ice-cream and softy to be launched soon Jaipur Road, Alwar 301001 [Rajasthan] (0144)-2702644(Customer care), 2701010, 2333926 FAX E-MAIL TURN OVER (2007-08) (0144)-2342925 rcdfalw1_jp1@sancharnet.in 99.15 Crore

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UNDERSTANDING ISO-9001-2000 AND HACCP

Introduction
Adoption of ISO-9000 and HACCP standards for an organization are order of the day and need of the time to be on competitive edge in the Food Industry. It demonstrates the ability of dairies of Rajasthan Co-operative Dairy Federation to satisfy the needs of its customers and interested parties. Today, almost all the major unions of R.C.D.F. are certified under ISO 90012000 and HACCP, integrated quality and food safety management systems. Nevertheless, understanding of the concepts of ISO 9001-2000 and HACCP is confined to small section of top/middle management employees. Therefore, an effort is being made through this article in a precise and simplified manner to explain the basic concepts of ISO 9001-2000 and HACCP standards, which will surely help in better understanding of these standards among the rank and file of the organization.

HACCP
HACCP is a food safety management system and has its origin in U.S. manned space programme to ensure food safety to the astronauts in late 1960s. The standard designed to keep food safe in outer space has now become a standard on the earth.

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A system, which identifies, evaluates and controls hazards, which are significant for food safety. H- Hazard A- Analysis C- Critical C- Control P- Points

Milk products of Saras dairy, Alwar Types of milk


Product Full cream milk Toned milk Double toned milk Skim milk Name Gold Taaza Smart Lite Packing Price FAT Color content Red Rs.23/litre 6.0% Blue Yellow Purple Rs.19/litre 3.0% Rs.17/litre 1.5% Rs.15/litre 0.5% SNF Packing content 9.0% and 1 litre 8.5% 9.0% 8.5% and 1 litre and 1 litre and 1 litre

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FRESH MILK PRODUCT OF SARAS DAIRY

Product
Chhach plain Chhach namkeen Lassi

Packing
500 ml 250 ml 250 ml

Price
Rs.8 Rs.6 Rs.7

Paneer Ghee Dahi Shrikhand plain

200 gm and 1 kg litre and 1 litre 200 gm cup 100 gm cup

Rs.25 and Rs.130 Rs.92 and Rs.180 Rs.8 Rs.9

Shrikhand Kesar Pista

100 gm cup

Rs.10

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COMPANY PROFILE

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar (AZDUSS Ltd., Alwar) is a cooperative organization registered under Cooperative Act with Registrar of Cooperative, Government of Rajasthan. AZDUSS Ltd., Alwar was established in the year 1972 keeping in mind the interests of the cattle rearers to implement dairy development activities in the Alwar district, under Operation Flood Program. The task of milk collection started from 22nd August 1973. The main objective of the organization is to eliminate the role of intermediaries and give cattle rearers good value for the milk and prevent them from exploitation. The other objectives of the organization are: To help in financial development of the villages and cattle rearers. To help in the social and financial development of the rural milk producers. To increase the milk producing capacity of the cattle. To make available pure, healthy and high quality milk and milk products to the customers.AZDUSS receives direction and assistance from Central Government, State Government, RCDF Ltd. Jaipur and National Dairy Development Board, Anand from time to time. Presently the dairy plant has a capacity to process 1.50 lakh litre milk, prepare 10 M.T. milk powder

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and 9.0 M.T. ghee per day. Besides these the plant also prepares chhach, lassi, dahi, shrikhand, paneer and other milk products. The plant also has a capacity to pack 2.50 lakh litre milk per day.

The Alwar plant of Saras (AZDUSS Ltd., Alwar) has been certified under internationally accepted quality and food safety management systems in accordance with ISO 9001-2000 with HACCP. The organization also helps in improvement of animal breed, providing animal health services, insurance of animals, women dairy project and providing vermicompost manure to the cattle rearers. The organization also provides cattle feed which is purchased from Nadbai and marketed in Alwar.

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PRODUCT PORTFOLIO

Saras Dairy, Alwar (AZDUSS Ltd., Alwar) prepares and markets the following products:

Milk (Available in and 1 litre packs) Full cream Milk (Red) Toned Milk (Blue) Double toned Milk (Yellow) Skim Milk Chhach Plain Namkeen Lassi Ghee Paneer Shrikhand Dahi Butter 500ml 250ml 250ml litre , 1 litre and 15 litre tin 200 gm and 1 KG 100 gm Cup 200 gm Cup 100 gm and 500 gm (Purple) Gold Taaza Smart Lite It contains FAT- 6% and SNF- 9% It contains FAT-3% and SNF- 8.5% It contains FAT-1.5% and SNF-9% It contains FAT-0.5% and SNF-8.5%

(Purchased from Jaipur Dairy, marketed in Alwar) Flavored milk 200 ml Bottle

(Purchased from Jaipur Dairy, marketed in Alwar)

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CONSUMER BEHAVIOUR

Marketing concept start with the consumer needs and in behaviour in meeting these needs. Every action of a person is based on needs. The real problem is to learn what a consumer take into consideration when he chooses a particular brand. Such a study is concerned with consumer behaviour. consumer behaviour is that subset of human behaviour that is concerned with decisions and acts of individuals in purchasing and using product. Consumer behaviour is subset of customers behaviour,it concerned with decisions that lead up to the act of purchase.

The study of consumer behaviour is the study of how individuals make decision to spend their available resources (time,money,effort) on consumption related items. It includes the study of wht they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it?
For the marketer that person is important who makes the buying decision , not the one who actually makes the purchase or uses the product. Understanding this person helps marketers to develop marketing mixes and predict how targeted customers will respond to them.

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We can take a example here.

Example: Product: Tooth paste

What type of tooth paste do consumer buy ( gel,regular striped) What brand ( national brand, private brand, generic brand) Why do they buy it ( to prevent cavities,to remove stains,to brighten or whiten teeth,as a mouth wash) Where do they buy it ( super market, drug stores,convenience store) How often do they use it ( when the wake up, after each meal, when they go to bed) How often do they buy it ( weekly,bi weekly,monthly)

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The study of consumer behaviour attempts to find the answer of the following question: .
Who constitue the market? What does the market buy? Why does the market buy? Who participate in buying? How does the market buy? When does the market nuy? Where does the market buy? Occupents Objects Objectives Organization Operations Occasions Outlets

THESE ARE ALSO CALLED AS 7OS OF CONSUMER BEHAVIOUR For the marketer that person is important who makes the buying decision , not the one who actually makes the purchase or uses the product. Understanding this person helps marketers to develop marketing mixes and predict how targeted customers will respond to them.

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PSYCHOLOGY OF CONSUMERS

For making a successful marketingprogram it is necessary for a marketers to study the consumer behaviour so that he would know the attitudes, intentions, desires of the customer.

Customer psychology has the following components:


Knowledge : knowledge is one type of information and on the basis of the knowledge, the psychology of customer develops. For giving knowledge of the product to the customers, promotion play an important role. Attitude : attitude is a state of mind or feeling. It induces a predisposition to behave in some way. Attitudes are veruy important in explaining buyer behaviour. Intention : intention means desires to do some thing. After knowing the intention of customers, the marketing programme an be formulated and can be co-ordinated with the production. Motive : it is the intergral state which directs the behaviour of a person. Some people call it urge. Because of the urge, the persons behaviour is directed towards a particular cause.

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SEVEN KEYS TO CONSUMER BEHAVIOUR

Key 1 Key 2 Key 3 Key 4 Key 5 Key 6 Key 7

Consumer behaviour is motivated. Consumer behaviour includes many types of activities. Consumer behaviour is a process. Consumer behaviour varies in timing and complexity. Consumer behaviour involves different roles. Consumer behaviour is influenced by external factors. Consumer behaviour differs for different people.

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BUYING MOTIVES

INTRODUCTION: A motive is a drive or an urge for which an individual seeks satisfaction, thus, any urge moving or prompting a person to purchase decision is called a buying motive.

According to S.A SHERLEKAR a buying motive is the reason why a person buyes a particular product. It is driving force behind buying behaviour and may be based on psychological or physiological wants.

Thus a motive or prupose of the purchase is mental instinct. It is imposed or created. It comes from within the man. Some of the buying motives for example are food and drink, comfort to attract opposite sex, welfare of beloved ones, freedom from fear and danger, to be superior, social approval to live longer, cleanliness, efficiency, style and beauty, curiosit etc.

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SOME ACTIVITIES INVOLVED IN CONSUMER BEHAVIOUR

Thinking about product Viewing ads Seeing displays Observing others Discussion with friends Gaining information Asking opinions Giving advice Deciding to buy What product? Where? How? When?

Visiting stores Evaluating the alernatives

Using the product Add to experience Tell friends or family Complain to seller Others Make payment Maintenance Prepare for posible Next purchase Disposal

Discussion with salesperson Deciding to buy Which brand? Which type? From whom? How much to pay? Arranging payment Settling details Storing the product

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FACTOR INFLUENCING CONSUMER BEHAVIOUR

CULTURAL Cultural Sub culture Social class

CONSUMER PSYCHOLOGICAL Motivation Perception Learning Attitudes and beliefs DECISION MAKING SOCIAL Reference Groups Family Roles and status

PERSONAL Age & life Cycle stage Occupation Income Life style Personality Self concept

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OBJECTIVES
I joined Saras Dairy, Alwar (AZDUSS Ltd., Alwar) as an intern on 21 july 2008. I am working in the Marketing Department of Saras.

The objectives of the Executive Training at Saras Dairy (AZDUSS Ltd., Alwar) are: To identify the working of the organization. To conduct an exhaustive analysis of the marketing department. To increase the sales of the products that are prepared and marketed by the organization. To conduct an extensive study of the market place and the customers needs. To understand the core business of the company, organization chart, key personnel in the company, manufacturing units, marketing channels, financial policies, etc. To do a comprehensive analysis of the company and prepare the SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis report for the company. To build a good rapport with the companys staff. To understand the organizational structure and the top management team including the Chairman, Managing Director and the Officers. To do a practical and live observation of the work place. To understand the attitudes and behavior of the customers.

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DATA ANALYSIS

Table showing change in price of different Saras products


Product Price before 01st April 07 Rs.20 Rs.16 Rs.14 Rs.13 Rs.160 Rs.6 Rs.20 Rs.100 Rs.5 Rs.6 Rs.4 Rs.7 Rs.8 Rs.10 Price as on 07th April 07 and onwards Rs.21 per litre Rs.17 per litre Rs.15 per litre Rs.13 per litre Rs.165 Rs.7 Rs.22 Rs.110 Rs.6 Rs.7 Rs.5 Rs.7 Rs.8 Rs. 10 Price as on 01st May 07 and onwards Rs.22 per litre Rs.18 per litre Rs.16 per litre Rs.13 per litre Rs.170 Rs.8 Rs.25 Rs.120 Rs.7 Rs.7 Rs.6 Rs.8 Rs.9 Rs.10 Price as on 01st July 07 and onwards Rs.23 per litre Rs.19 per litre Rs.17 per litre Rs.15 per litre Rs.180 Rs.8 Rs.25 Rs.130 Rs.7 Rs.8 Rs.6 Rs.9 Rs.10 Rs.10

FCM (Gold) Toned Milk (Taaza) Double Toned Milk (Smart) Skimmed Milk (Lite) Ghee (1 litre) Dahi (200 g) Paneer (200 g) Paneer (1 Kg) Lassi (250 ml) Chhach (Plain) 500 ml Chhach (Namkeen) 250 ml Shrikhand Plain (100 g) Shrikhand Kesar Pista (100 g) Flavored Milk (200 ml)

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ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR PERFORMANCE AT GLANCE 01-02 02-03 03-04 04-05 05-06 06-07 S.NO. PARTICULAR 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Registered DCS Functional DCS Prop. DCS (CC) DCS Membership Milk Procurement (per day) Rate / KG (Rs) Milk payment (Rs.Lakhs) City Supply (TLPD) M.D. Supply (TLPD) Ghee Sale Total MT Ghee Sale (DCS) MT Cattle Feed Sale (MT) Turn Over (Rs. Crore) Net Profit (Rs. Lakhs) 497 368 366 532 442 388 609 465 454 681 564 451 70281 108.9 12.29 4884 35.71 143.5 1056.7 2 203.48 6333 96.33 8.88 742 599 462 76931 89.65 13.22 4325 67.03 120.05 683.16 213.83 7001 95.8 2.25 795 632 443 82655 79.54 15.05 4370 132.69 0 941.63 225.1 6921.3 5 99.15 57.4

5958 6296 6621 8 6 7 87.74 88.79 97.82 9.98 3195 15.5 75.71 817 104 3035 53.6 10.77 13.56 3491 4856

18.62 29.52 101 652 79 3363 144.7 8 485.4 5 80.66 4636

59.57 93.77

64.14 69.43 67.56

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Table showing Saras Milk Supply of Alwar City with percentage


Month Apr h May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Total Avg. 00- 01-02 102 01 9788 Gro. -4.59 % 12.17 2.52 -4.40 -1.42 9.83 5.70 16.70 24.58 18.70 16.79 23.32 120 8

growth 01-02 02-03


9788 10944 9862 9975 10283 10255 8361 7818 7329 6805 8063 8978 10214 12946 11683 12090 11322 9890 9985 8848 8451 8275 9716 10857

Gro. 4.35 % 18.29 18.46 21.20 10.10 -3.56 19.42 13.17 15.31 21.60 20.50 20.93 180 15

02-03 10214 12946 11683 12090 11322 9890 9985 8848 8451 8275 9716 10857

03-04 13094 15341 16806 17114 15654 16368 13530 11777 10682 10282 11375 12591

Gro. 28.20 % 18.50 43.85 41.56 38.26 65.50 35.50 33.10 26.40 24.25 17.07 15.97 388 32

975 10944 59 962 9862 7 104 9975 0 104 10283 34 933 10255 31 791 8361 7 669 0 588 9 573 3 690 3 728 4 7818 7329 6805 8063 8978

100 10846 0 835 9038 247 1 4

108461 124277 9038 10356

124277 164614 10356 13718

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Month hhhh Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Total Avg.

03 04-05 13 14181 04 15318 09 15 4 34 16558 16 1 80 15623 17 15 14357 6 11

Gro. % 8.30 -0.15 -1.48 -8.71 -8.29

04-05 14181 15318 16558 15623 14357 12392 13005 10828 10208 10807 11640 14110

05-06 14683 18668 18371 16857 17102 15770 15179 14026 13177 13352 15241 15314

Gro. % 3.54 21.87 10.95 7.90 19.12 27.26 16.72 29.53 29.09 23.55 30.94 8.53 229 18

05-06 14683 18668 18371 16857 17102 15770 15179 14026 13177 13352 15241 15314

06-07 18855 19975 20888 21958 19572 20807 18197 16542 16012 16279 18034 18593

Gro. % 28.41 7.00 13.70 30.26 14.44 31.94 19.88 17.86 21.51 21.92 18.33 21.41 247 20

65 12392 -24.29 16 4 4 36 13005 13 11 10828 8 53 77 10208 10 0 7 68 10807 10 2 28 11640 11 2 12 37 14110 16 15908 59 5 46 13252 7 1 13 14 71 8 -3.88 -8.06 -4.44 5.11 2.33 12.06 -31 -3

159087 187740 13252 15645

187740 225712 15645 20519

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FINDINGS

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR MILK PRODUCT MANUFACTURE

1500

QTY. IN M.T.

1000

500 0

GHE E SMP WMP

2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 720 207 290 678 132 342 607 12 255 612 243 80 754 399 197.5 1162 1118 155

GHEE SMP WMP

YEAR

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ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR MILK PROCUREMENT

90 80 70 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

QTY. 000,Kgs 50
40 30 20 10 0 Series 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 59.59 62.97 66.22 70.28 YEAR 76.93 82.66

60

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ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR LIQUID MILK SALE

140 120 100 000' LIT 80 PER DAY 60 40 20 0 Series 2003-04 2004-05 2005-06 2006-07 2007-08 18.6 29.56 35.81 YEAR 67.03 132.69 2003-04 2004-05 2005-06 2006-07 2007-08

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ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR TURN OVER

120 100 2002-03 80 2003-04 2004-05 2005-06 2006-07 2007-08

Crore
60 40 20 0 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 Series 53.6 59.57 93.77 96.33 95.8 99.15 Year

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Tasks
The tasks specified by the SIP Company (AZDUSS Ltd., Alwar) are: To conduct a comparative study of the growth of Saras (AZDUSS Ltd., Alwar) for three consecutive years. To conduct survey of Saras parlours and booths to know their problems and sort them out. To get feedback from Saras parlours and booths. To get feedback from customers and find their problems, satisfaction level, take their suggestions and help AZDUSS Ltd., Alwar to implement those suggestions. To take responses from people who do not use Saras products and find the answer to the question, Why they are not using Saras products. To judge the satisfaction level of the employees of AZDUSS Ltd., Alwar. To do entries of daily supply in the supply register. To take demand of various Saras products from parlour/booth owners and distributors through phone or personal contact in the prescribed proforma.

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Targets

. Target is defined as goal which has to be fulfilled and sounds compulsiveness. Without setting target it is difficult for anybody to achieve his/her objectives.

The targets that were set for me during the training are: To make maximum people aware of Saras.. To increase the sale of Saras products. To implement human resource management

techniques to increase the satisfaction level of the employees of AZDUSS Ltd., Alwar. To interview 500 homes to know their views and opinions about Saras products.

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During the course of my training at Saras dairy (AZDUSS Ltd., Alwar) I was assigned many tasks and targets. In this section I present the targets and tasks in a tabular form.

Targets and Tasks Assigned to me


S NO. To 1 conduct Survey of 500 people 1. To 3 survey 9 parlours and 21 booths 2. To take demand from various 4 3. stations Collected 5 4. secondary data from Got information about milk -21th Aug. 2008 to 2th Sept. 2008 25th july 2008 to 20th Aug. 2008 TARGETS/TASKS DATE

various departments

procurement, Liquid milk sale, turn over

Interviewed the Managing Director 6 5. of the organization

4 Sept. 2008

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Strategy

A marketing strategy is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will engage customers, prospects and

competitors in the market arena for success. It is partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of micro environmental factors.

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ANALYSIS OF PERFORMANCE VS. TARGET

I started my SIP training at Saras dairy (AZDUSS Ltd., Alwar) on 21 july2008was given the responsibility of surveying 210 booths, 9 parlours. I was asked to increase awareness about Saras products amongst the general public by organizing plant visits for them. For this I organized plant visit for many people.

Another task assigned to me was to be a part of the milk testing camps organized by the marketing department of Saras (AZDUSS Ltd., Alwar). For this we went to various locations of Alwar city and tested the milk samples brought by the general public. We provided them instant results and explained them the advantages of using Saras products. Many of them were convinced that Saras products are better as compared to the products provided by local vendors. This has increased the sale of Saras products, specially milk. S.No. 1. 2.

Factor Door to surveys Booth surveys

Target door 500 21

Performance Variance 500 20 Nil 1

Reason Due lack time to of

3.

Parlors surveys

Nil

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MARKET SURVEY
AIM
In market survey our aim is to find out any possible target market for saras in TIJARA or BHIVADI increase the no of customers or know their satisfaction level

METHOD OF SURVEY
Survey Research Research is the search for, and retrieval of, existing, discovery or creation of new information or knowledge for a specific purpose. Research has many categories, from medical research to literary research. Marketing research is a form of business research.

A survey research is defined as the method of collecting information by asking a set of pre formulated questions in a predetermined sequence in a structured questionnaire to a sample of individuals drawn so as to be representative of a defined population.

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METHODS OF CONDUCTING SURVERYS

Personal Interviews: Personal interviews are characterized by the presence of four entities i.e. the researcher, the interviewer, the interviewee and the interview environment. Telephonic Interviews: Telephonic interviews are judged as one of the best cost-effective alternatives to face-to-face interviews and mail surveys. Self-administered Interviews: Self administered interview is an interview in which the questionnaire is filled out without the intervention of an interviewer. Mail Surveys: Mail survey is a survey where questionnaire is sent to the qualified respondents by e-mail.

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Method of survey research used by me: Personal Interview (Door to Door Interview)

Reasons for Choosing Personal Interview:


I chose the personal interview method for survey research due to the following reasons:
1)

Feedback Opportunities: In face to face interview, doubts of the


interviewee can be clarified. Also the respondent can be assured confidentiality.

2) Probing: The interviewer in a personal interview can explore the respondent for complex answers. The detailed information so obtained is very useful to the researcher. 3) Length of Interview: The length of interview is better in personal interviews. In a personal interview, chances of the respondents answering all the questions are greater as compared to other non-personal survey methods. Personal interviews lead to improvement in the quality of responses.

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CONCLUSIONS

The following pie charts show the opinion about various Saras products.

Figure 1

People's opinion about Dahi

13%

Like very much


15% 36%

like somewhat neutral dislike somewhat


dislike very much
18%

18%

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Figure 2

People's opinion about Lassi

10%

14% 44% Like very much like somewhat neutral dislike somewhat dislike very much

8%

24%

Note: The graph only shows the opinion of the people I surveyed and not of the
general public.

During the training my major work was to conduct booth/parlour surveys and customer surveys. My efforts have benefited the company (AZDUSS Ltd., Alwar) in the following ways:

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I surveyed Saras parlours and booths and tried to find out the problems faced by the booth/parlour owners. The problems faced by the booth/parlour owners were: They did not get timely supply of products from Saras dairy. They did not receive cover stands and straws to serve the customers better. 5. I conveyed these problems to the Managing Director of AZDUSS Ltd., Alwar. He immediately took action after receiving my feedback. This has resulted in timely supply of material to the booth and parlours and cover stands and straws were also provided to them. After these actions were taken, customers started getting better facilities and this enhanced the goodwill of the company (AZDUSS Ltd., Alwar). I also interviewed the staff of the marketing department to judge their satisfaction level. It proved very beneficial to the head of the organization, the Managing Director, as he came to know the satisfaction level of the employees of his organization and the action he needs to take to keep his staff completely satisfied so that they can work well for the betterment of the organization and remain loyal towards the organization

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SURVEY RESULT

During the course of SIP training I conducted survey of 9 Saras parlours, 205 booths. The results of the survey are presented graphically as follows:

Survey result of 214 people on 21 / 9 Booths/Parlours


%

16% 35

12 1% 6% 2

Highly satisfied 102 48% Very much satisfied Fairly satisfied Unsatisfied 29% 63 Highly unsatisfied

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S.No. 1.

Factor Door to surveys Booth surveys

Target door 500

Performance Variance 500 Nil

Reason -

2.

21

20

3.

Parlors surveys

Nil

Due lack time -

to of

During the course of my training I surveyed some people who for some or the other reason are not using Saras products or are unable to use Saras products. The reasons they gave are presented below in a tabular form.

S.No. 1 2 3 4 5 6 7 8 9 10 11

Factor Absence of home delivery Unknown about Saras products Products are expensive Priority to buffalos milk Possess bad smell Non availability of booth in the vicinity Use Saras milk in case of emergency only Faith in long association with the milkman Not able to pay in cash Consumers own cows and buffalos No price consistency TOTAL

% of the people surveyed 20.00 12.00 9 7 7 6.8 5.2 9.2 8.8 5 7 100

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Table 1

My observation about various Saras products with respectpeoples liking

Product Excellent FCM (Gold) Toned Milk (Taza) Double toned milk (Smart) Skimmed milk (Lite) Ghee Dahi Paneer Lassi Chhach (Plain) Chhach (Namkeen) Shrikhand (Plain) Shrikhand (Kesar Pista) Flavored Milk

My observation Very Good Good Poor Very Poor

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DEPARTMENTS OF SARAS DAIRY (AZDUSS LTD., ALWAR)

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 customer 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. Presently in Alwar city there are 315 working booths and 10 parlours. AZDUSS Ltd., Alwar is also marketing various fresh milk products in Saras brand like chhach, lassi, paneer, shrikhand, dahi and long life products such as ghee, skim milk powder and whole milk powder.

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Various sales promotion techniques are used by marketing department to increase the sale of Saras products like Incentive schemes to dealers Consultancy and hiring of marketing agency Hoardings Glow sign board Gift hampers Banners Advertisement through local cable Wall paintings

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Human Resource Department


Human resource is the most valuable asset for any organization. A human resource manager is responsible to build up an effective workforce, handle the expectations of the employees and make sure that they perform at their best. In management human resource management deals with people. Each and every organization consists of people and an organization has to utilize their services, develop their skills, motivate them, and make sure that they remain committed towards the organization to achieve the goals of the organization. According to Byars and Rue Human Resource Management encompasses those activities designed to provide for and coordinate the Human resources of an Organization. The human resource department manages the personnel serving the organization.

The Human Resource Department performs the following functions: Creation of posts and appointments. Verification of character and antecedents Pay of appointment Age limits Commencement of service Probation of appointments Certificate of health Record of age Consequence of particulars being false or suppressed

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Relinquishment of services by employees and discharge of probationers Termination of service of confirmed employee Superannuating and retirement Option to retire in certain cases Requirement of medical examination Retirement on medical grounds Date of retirement

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Operations Department
The operations department defines the working of the organization. Processes: The steps for preparation of various products are as follows: Process of making Ghee

Pasteurizer
Cream Separator
(To separate cream from milk)

Cream Tank
(To collect the cream)

Butter Churn
(Where the cream is churned to make butter)

Melting Vat
(The butter is melted in Melting Vat)

Ghee Kettle
(The melted butter boils in ghee kettle)

(This ghee is collected and stored in settling tank)

Packing Department
(Where the ghee is packed in 1 litre and litre packs)

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Plain Chhach:
This is pasteurized milk which contains 3.1% fat and 8.6% SNF and acidity 1.08%. This milk is boiled at 40 degree celcius and 3% curd is added. It is diluted by 40% DTM. This is packed in 500 ml packets and supplied to the market for sale.

Namkeen Chhach:
In plain chhach various ingredients like 0.6% salt, 0.3% jeera, 0.15% rock salt and 0.1% pepper is added to make namkeen chhach and packed in 200 ml packets and supplied to the market for sale.

Lassi:
In plain chhach 12% sugar is added to make lassi and packed in 200 ml packets and supplied to the market for sale.

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Paneer Segment:
Milk from SILO

Paneer Vat (In this Vat the milk contains FAT 5.0% and SNF 9.0%.) The milk boils in paneer vat at 80 degree celcius and 2% citric acid is added in this milk to separate FAT, SNF and water

Paneer Hook
(Then curded milk is pressed in paneer hooks for 45 minutes, then this paneer is put into chilled water at 5 degree celcius)

Packaging Department
(Here the paneer is packed in 1 KG and 200 gm for sale)

Facilities:
Saras Dairy, Alwar (AZDUSS Ltd., Alwar) provided the following facilities during operations:-

1) Safety for workers 2) Medical facility 3) First aid facility

Finance Department

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Financial Management is defined as making available the required funds at an acceptable cost and making sure that the funds are suitably invested according to the plan. This task is performed by the Finance Manager of the organization.

Capital Structure Theories


The two sources of long term finance for a firm are 1) Equity Capital: - Equity capital is the owners own capital invested in the business.

2) Debt Capital: - Debt capital is the capital raised from other sources which is invested in business.

Arrange finances through loans from ICICI and HDFC. Earlier loans were taken from Alwar Gramin Bank.

Final accounts are maintained yearly. Daily transactions are maintained in one day business.

Budget is prepared by the Accounts Department.

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Financial Ratio Analysis


Ratio analysis is a widely used tool of financial analysis. It can be used to compare the risk and return relationship of a firm of different sizes. It is defined as the systematic use of ratio to interpret the financial statements so that the strengths and weaknesses of a firm as well as its historical performance and current financial condition can be determined. The term ratio refers to the numerical or quantitative relationship between two items/variables. Ratio analysis is a systematic use of ratios to interpret the performance and status of the firm.

Current ratio: This ratio reveals the relationship between current


assets and current liabilities. Current ratio = current assets / current liabilities

Quick ratio/ acid test ratio: The acid test ratio is the ratio between quick current assets and current liabilities and is calculated by dividing the quick assets by the current liabilities. Quick ratio = Quick assets / current liabilities

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Learning in the Executive Training


Each day is a new learning experience and so was the case during my Executive Training. Every day I learnt something new. During my training I learnt the following things: First and foremost I learnt to practically apply the knowledge gained through theory classes and bridge the gap between academic institution and corporate world. Understood the importance of job responsibility. How coordination is maintained between different departments like marketing, human resource, administration. Learnt the ways to increase milk procurement. Understood the distribution network adopted by Saras. Understood how the management keeps its employees satisfied and retain them. The processes that the milk passes through before reaching the final consumers. The processes by which various milk products like ghee, butter, dahi, paneer, chhach, lassi, shrikhand, etc. are prepared.

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The marketing strategies adopted by Saras Dairy, Alwar (AZDUSS Ltd., Alwar). Learnt how to conduct door to door interviews. Initially I felt slightly uncomfortable conducting the interviews but with time I learnt a lot and became very comfortable conducting door to door personal interviews. Learnt to participate in milk testing camps and test the milk sample for purity Learnt to organize plant visit for visitors. Learnt to take demand of Saras products from various stations through phone or personal contact in the prescribed proforma.
Learnt how to build a good rapport with the staff. I was very successful in

building good rapport with the staff of the marketing department and other departments of the organization as well.

I worked as an intern in Saras dairy (AZDUSS Ltd., Alwar) which processes and markets milk products which are quickly perishable. Therefore the marketing strategy of Saras is very different from others. In this type of organization it is necessary to maintain a balance between demand and supply and I learnt very well how to maintain a balance between demand and supply.

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SO, INSIST ON SARAS MILK JUST !!!!!

BECAUSE ONLY SARAS MILK GIVES YOU

TRUE VALUE FOR YOUR MONEY.

IT IS PURE, FRESH, NUTRITIOUS, HYGIENIC AND CREAMY.

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SWOT ANALYSIS OF SARAS DAIRY (AZDUSS Ltd., ALWAR)

STRENGTHS The products are very pure The products are extremely hygienic The plant is ISO 90012000 and HACCP certified

WEAKNESSES Low availability of raw milk Dependence on farmers Reduced milk supply in summers

OPPORTUNITY Milk is an essential commodity which every body uses. There is no competitor of packed milk in Alwar.

THREATS Milk can be produced not manufactured. There is always a possibility of a competitor entering the market.

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CONCLUSION
During the two months of my training at Saras Dairy (AZDUSS Ltd., Alwar) and the surveys I conducted till date, I reached the following conclusions:
1) Saras (AZDUSS Ltd., Alwar) is a very large and reputed organization and it gives me immense pleasure and satisfaction to be associated with such a reputed organization.

2) The organization maintains state of the art quality and hygiene standards. 3) A coin has two sides and it holds true for every organization, no matter how large or reputed it is, there are always some small shortcomings along with the plus points of the organization and Saras is no different.

4) Prices of Saras products have been hiked three times during my SIP. I observed that due to frequent price hike people are losing faith in Saras and they think that Saras is very unreliable and has no consistency in price. This factor has resulted in fall in sales.

5) Many people do not have faith in Saras products. They still believe that the products made by the local dairies are better. 6) Some people feel that Saras products possess bad smell and thats why they dont use Saras products.
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7) Saras parlours/booths also face problems because sometimes there is no timely supply of products to them. They receive the products late in the day and then these products have to be sold the next day. People do not accept such products.

8) People believe that the Saras products are costly. 9) During the course of customer survey I also found the general publics opinion about different Saras products.

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LIMITATIONS
Any research in any field topic gives some new results, discovering new areas etc. but there are always some limitations thereof. The limitations that I came across during the course of my training at Saras (AZDUSS Ltd., Alwar) are: Response Bias: Sometimes the respondents consciously or unconsciously misrepresent the truth, and then it amounts to response bias. Non response errors: Sometimes respondents do not give a response or give partial response. It is called non response error. The reason may be lack of knowledge or unwillingness to answer. Fluctuations in weather conditions: During the survey I came across unfavorable weather conditions like scorching heat and dust storm. Scarcity of time: There is limited time available each day and lot of tasks have to completed in a day like preparing reports, conducting surveys, spend time at the office to gain knowledge, etc. Different tastes and preferences: The study was conducted in the urban areas and it cannot be applied to the rural areas because the tastes and preferences of people of rural and urban areas differ vastly. Inaccurate information: The answers given by the respondents are not always correct and may be misleading. Time consuming: It is very time consuming to go door to door in order to conduct a survey of various homes and find their views and study their buying behavior.

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Small sample size: The sample size is small and it may not actually represent the whole population.

1) Difficult to convince people: Sometimes it becomes very difficult to convince people as many of them are not at all aware of Saras products and some are very stubborn. It becomes slightly difficult to convince such people but it is a challenging task and a good learning experience. 2) Limited information: Being a trainee, it became difficult to obtain some confidential information about the organization. This sometimes became a hurdle during the training. 3) Non availability of person: In some cases the person is not present at home. 4) Dependence on respondents views: The data collected is totally dependent on respondents views, which could be bias in nature. 5) Difficult to recall: It is not possible and economically viable to revisit a person who was not present at home. 6) Lack of educated and cooperative respondents: Personal interviews are successful only when the respondents are educated.

The limitations that Saras Dairy comes across are: 1) Low availability of raw milk in summers. 2) Dependence on milk producers. 3) Dependence on monsoons. 4) Milk can be produced not manufactured. Increasing competition in dairy industry.

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SUGGESTION

Home delivery facility should be provided. Increase in advertisement and publicity. Motivation programme for booth and parlour owners. All information regarding Saras dairy and its products should be available on internet. The policy that an organization must follow in order to run successfully is Employee identification card should be provided to employees of Saras. Good coordination between marketing department and booths & parlour owners Inspection and frequent check of booths and parlours.

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Questionnaire Design

A questionnaire is a set of questions to be asked from respondents in an interview, with appropriate instructions indicating which questions are to be asked, and in what order. Questionnaires are used in various fields of research like survey research and experimental design.

Questionnaire design is a vital issue in interviewing. A properly designed questionnaire can tap the necessary information from the respondent. Therefore, researchers always design a tactful set of questions to probe and prompt the interviewee to give useful answers. Questionnaires fall under various categories, such as structured, unstructured, disguised and undisguised.

The questionnaire consists of two types of questions:

Open Ended Questions Close Ended Questions

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Format of questionnaire used in door to door survey

Dear Respondents,

I Akhalesh kumar gupta, MBA student of Rajasthan Technical University conducting a survey of the various products of the Alwar Dairy, such as Lassi, Chhach, Dhai, Cheese, Shrikhand, & other milk products which are available in the local market. Alwar Dairy has its name for the quality products, it in your service since 1975

It would be grateful if you could fill up the following questions in this regard, all the information supplied by the respondents shall be kept confidential. Your Name: Address: Phone: Email: . . . .

Which age group do you belong:(a) 10 -20 (b) 21-30 (c) 30-50 (d) 50 above

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Occupation:
(a) Government Employee (b) Business (c) Agriculture (d) Other (Pls. Specify)

Income Group:
(a) Up to Rs.10,000 (e) Between Rs.10,000 25,000 (f) Between Rs.25,000 50,000 (g) Above Rs.50,000

Q.1. Which product(s) of Alwar Dairy you are using at present?


Products Lassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk

<Q.2. How would you rank them in terms of prices?


Product Lassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk Highly Priced Getting value for Money

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Q.3. How would you rate them in terms of (Quality) fresher?


Product Lassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk Fair Good Very-Good Excellent

Q.4. How you liked the taste.product in terms of


Product Lassi Dhai Cheese Shrikhand Butter Ghee Milk Fair Good Very-Good Excellent.

Q.5. How you liked the product in terms of packaging.


Product Lassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk Fair Good Very-Good Excellent

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Q.6. What you think the pack size available is.


Product Lassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk Bigger Appropriate Small

Q.7. How often you take these products?


Product Lassi Dhai Cheese Shrikhand Butter Ghee Once a week Twice a week Thrice a week Daily

Q.8. Where do you get these products.


Product Lassi Milk Dhai Cheese Shrikhand Butter Ghee Milk Milk Bar Milk Booth Near by Retailer

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Q.9. What you say about the availability of these products?


Products Lassi Milk Dhai Cheese Shrikhand Butter Ghee Milk Always Not always Rarely

Q.10. How you have these products.?


Products Lassi Chhach Dhai Cheese Shrikhand Butter Ghee Milk Drinking\Direct Intake Other purpose (Specify)

Q.11. The factors that you may consider while buying a product.
(Rank them in order of priority) Price Freshness of product Over all quality Brand Name

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Q.12. Is there is any complain regarding the product about?


Taste Freshness Price Pack. Size Cleanliness Flavour Any other (please mention)

Q.13. Would you like to give your valuable suggestion regarding the improvement in the product or regarding the packaging or any other. Please feel free to tell me.

I deeply thanks to you for giving me your such a valuable time.

( Akhalesh kumar gupta )

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ABBREVIATIONS

AZDUSS ..................Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd.,

DCS ..........................District Cooperative Societies

FGS ..........................Finished Goods Supply

FMP .........................Fresh Milk Products

HACCP ...................Hazard Analysis Critical Control Points

ISO ...........................International Standard Organization

OJT ..........................On Job Training

SIP............................Summer Internship Program

SKM .........................Skimmed Milk Powder

WMP........................Whole Milk Powder

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BIBLIOGRAPHY

The definitions and data used in this report are compiled from the

following sources:
1) Textbook on Marketing Management, ICMR publication, Hyderabad page no. 189- 205. 2) Textbook on Marketing Management by PHILIP KOTLER:11th edition page no. 104 130.

3) Marketing management , Dr. C.B Gupta, Sultan chand & Sons publication, page no. 205-217 4) Marketing management An Indian perspective, P.K Agarwal, Pragati Prakashan,Meerut, page no. 80-95 5) Annual publication of Saras Dairy, Alwar 6) MIS department of Saras dairy (AZDUSS Ltd., Alwar).
7) Principles of Marketing by Philip Kotler and Gary Armstrong. 8) Marketing Management ( Ramaswamy or Namakumary)

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