CHAPTER 1.

INTRODUCTION

1
DAIRY SECTOR

The dairy sector in the India has shown remarkable development in the past decade and India has now become
one of the largest producers of milk and value-added milk products in the world. The dairy sector has
developed through co-operatives in many parts of the State. The State had 73 milk processing plants. In
addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the
State. 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 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. In developed dairying countries such as the U.S.A. whereas the rural areas were identified for milk
production, the urban centers were selected for the location of milk processing plants and product
manufacturing factories. These plants and factories were rapidly expanded and modernized with improved
machinery and equipment to secure the various advantages of large-scale production.

India has the highest livestock population in the world with 50% of the buffaloes and 20% of world’s cattle
population. Most of these are milch cows and milch buffaloes. India’s dairy industry is considered as one of the
most successfully developed industries from post independence period.

Dairy industry is dominated by the cooperative sector; about 60% of the installed processing capacity is in the
cooperative sector. Dairy cooperatives account for the major share of processed liquid milk marketed in India.

2
Milk is processed and marketed by 170 milk producers’ cooperative unions, which federate into 15 state
cooperative milk marketing federations. Prominent states in producing dairy products are;

Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Tamil- nadu and
Karnataka.In India, dairying has been practised as a rural cottage industry since the remote past. The high cost
of milk production, problems of sanitation etc., restricted the practice; and gradually the family cow in the city
was eliminated and city cattle were all sent back to the rural areas.The Indian Dairy Industry has made rapid
progress since Independence. A large number of modern milk plants and product factories have since been
established. These organized dairies have been successfully engaged in the routine commercial production of
pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the
protection of milk during transportation, it became possible to locate dairies where land was less expensive and
crops could be grown more economically.

In India, the market milk technology may be considered to have commenced in 1950, with the functioning of
the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL
Dairy, Anand.

More than 2,445 million people economically active in agriculture in the world, probably 2/3 or even more ¾ of
them are wholly or partly dependent on livestock farming. India is endowed with rich flora & Fauna &
continues to be vital avenue for employment and income generation, especially in rural areas. India, which has
66% of economically active population, engaged in agriculture, derives 31% of Gross Domestic Product GDP
from agriculture. The share of livestock product is estimated at 21% of total agricultural sector.
INDIAN DAIRY INDUSTRY (NDDB):-

National Dairy Development Board, an institution of national importance was setup by the Government of India
to promote plan & organize programmers for development of dairy & other agriculture based & allied industries
along co-operative lines on an intensive & nationwide basis.
Gujarat Co-operative Milk Marketing Federation

Gujarat Co-operative Milk Marketing Federation (GCMMF) is India's largest food products marketing
organization. It is a state level apex body of milk co-operative in Gujarat which aims to provide remunerative
returns to the farmers & also serves the interest of consumers by providing quality products which are good
value for money.

3
Goverment policies related to DAIRY industries
 The industrial development and regulation act of 1951 discouraged the new entrants in the industry but
now anyone can enter in the dairy industry for their respective business.

 Suitable price environment is created which is the main factor for the growth of dairy industry.

 Recently India has put a ban on import of Chinese dairy products.

 The milk and milk products order was amended in 2003 and emphasized on hygiene , quality and food
safety of milk and milk products.

 Adopting ISO certification & HACCP programmes.

GOVERNMENT INCENTIVES

 Tthe village level primary dairy cooperative societies are exempted from payment of income tax.

 However district and state level cooperatives are levied income tax @ 35%

 Union government has decided to provide subsidies to all cooperative milk marketing institutions for
switching over to natural vanilla as a flavored ingredient in their various milk based products.

 In yet another step towards fighting against inflation the govt. has withdrawn export incentives on
skimmed milk & other dairy products.

 Benefits provided under Vishesh Krishi Gram Udyog Yojna (VKGUY) & focus market scheme have
been withdrawn for export of skimmed milk products ,casein(milk protein) & other milk products.

4
 SUDHA DAIRY COMPANY PROFILE

Sudha has developed wide marketing network to increase its sell in the market. Sudha is providing quality
products to its customers and has gained very good faith and is appraised very much by the consumers for its
good quality products.

Though there are many types of products in the market, this MAGADH Dairy is mainly processes milk.
Sometimes according to the need/demand curd, lassi, misthi dahi, and paneer are also processed.

To sell its products, the firm has divided the whole Gaya district in two zones-

A) North Gaya zone &

B) South Gaya zone.

There are different distributors in these zones. Through these distributors product is transferred to the 200
retailers and different 47 Sudha outlets and also some other shops.

They provide directly to custmer if they given a special order to marketing section. They will take a advance
order if any function is happening in future. Function like marriage, govt meeting, fair, or any party occasion

Funds for outlet are provided from district administration.

Milk is supplying in some dist as Jahanabad, Aara,Aurangabad, and some part of Nawada.

Per month net profit is 1-2 lakhs of Magadh unit, gaya.

As a marketing point of view they will conduct a market survey in a interval of every two month. Survey
regarding to its new product development, availability of product, price suitability, improvement in product,
customer satisfaction, interest of costumer in a particular product in a particular zone. Due to this they have a
com-lined department they will receive complain from customer after that they will consult directly to customer
area from which they are belong, they will conduct a special survey on that particular area. Or they will
communicate by phone. If customer have a problem regarding to supply of bad milk, then organisation will
consult to that outlet or particular retailer. In a short way any how sudha dairy wants to his customer
satisfaction, in a marketing point of view this is a excellent marketing strategic plan. Because of this sudha dairy
has monopoly in market. on the basis of market it has two seasons.

5
1st one is on season that means highly milk demanded season, because off marriage time. The period of this
season is April to June month and November to January month. In this time production of milk is about 40,000
to 60,000 litres per day, which is against the production capacity of Gaya dairy. Production capacity of milk in
Gaya dairy in approx 25,000 litre per day.

2nd one is off season that means regular milk demanded time. In this milk production is approx 20,000 to 25,000
litre every day. During the time of season they are facing scarcity of milk; because of this as time to time they
are using milk powder for balancing the demand and supply in market .I think this is good marketing technique.
I hope sudha dairy will maintain his monopoly in future also.

6
INTRODUCTION OF SUDHA DAIRY

The Bihar State Co-operative Milk Producers’ Federation Ltd. (COMFED) was established in 1983 as the
implementing agency of operational Flood programme of dairy development on “Anand”pattern in Bihar.

7
TECHNICAL INPUTS AND MILK ENCHANCEMENT PROGRAMME

Various technical inputs to milk producers in a phase’s minor of milk production inchancement programme and
they are classified as follows.

1 : SUPPLY OF MILK TO URBAN CONSUMERS

The dairy suppply double toned milk to the urban consumers. Milk is packed in all proof polythene bags [1/2]
with fat and SNM 9% and supply to jahanabad distt. And Nawada distt. And local market milk is sold both
morning and evening through higher trucks with a view to make the milk availability in the major part of the
day at comparitively cheaper price.

2. PRODUCTION OF MILK PRODUCTS:

This is the only dairy manufaturing table butter in south Bihar . The “VIJAYA” table butter is being marketed
by this dairy in the major cities of country and has the goodwill of comsumers . Each product has a separete
production sell. All the machine and equipment are located within the dairy.

3. ARTIFICIAL INSEMINATION SERVICES :

The dairy having a sperm production center and is maintaining 20 murrah bulla for semen every year it is
running 140 artificial inseminations centers at various society workers after giving training them in veterinary
first in artificial insemenation. They have initiated action of strengthen the semen banks or produce one lack
tones og murrah semen every year from 1993 onwards murrah bull breeding are also distributed to some of the
societies where there is no possibility of opening unions aid equpiments medicines liquid nitrogen contaners
and other co operative socity on free of cost .This union is giving incentives to the artificial insemination
workers for each artificial insemenation tones Rs. 3/- ans Rs 5/- for each confermed pregnancy and Rs 12/- per
each artificial inseminations calf born. They are extending this facility o all societies where vatenairy
institutions are not there .

4.CATTLE INSURANCE:

8
As discreationary inputs unions have undertaken milk cattle insurance on a massive scale. The dairy in insuring
the milk cattle of our milk producers with a confessional premium at the rate of 3%. Out of premier amount
113rd is born by society and milk producer has to bear only 113rd of the premium. They insuring 5000 to 6000
milk animals in every year.

5.PROVIDING INCENTIVE TO SOCIETIES:

The remain is provides a matching contribution of Rs 5000 to every society as a contribution to its building
testing equipment’s have been provided to the societies after. Standardization on no profits no loss basis by the
union.

6.ANIMAL HEALTH /DUSEASE CONTROL:

The dairy is providing free of veterinary facilities , veterinary clinic to meet to needs of the milk producers.
Medicine also supplied at free of cost. Free vaccination is also implemented by this dairy as a measure of
prevention from contagious diseases.

SCOPE OF SUDHA DAIRY

Sudha is based on absolute ground level of marketing company was responsible for the dairy and milk
revolutionary in the late of 1940’s and the villagers and farmers from different regions of Gujarat and bring the
operation flood. Sudha has various products and has distinction of having every possible dairy product in its
product line. The secret behind Sudha’s success is the constant innovation with superior quality in its products.

Sudha divides its strategic plan in 5 steps:

1) Mapping the market

2) A value identification

3) Segment the market /Audit

4) Understanding the actual customers

5) Also concentrate in Niche marketing

9
 (1) Before starting the production Sudha locate the market of any place in India as well as abroad. They
spot out or highlight that portion of the market at which demand is reasonable.
(2) After mapping it, the second important step, there economical backup or response from the customers
counted on. The market strategy of Sudha is that they calculate the possible return that may come from
the product

3) Segmentation of market is the main source of success for any high rofile business. A company like Sudha
cannot proceed for any production, they have to segment the market properly & practically. After that their
outcome will resemble with the expected one.

4) Almost the whole Indian market is dominated by Sudha. They are trying to capitalize, before launching
of any product by Sudha they must realize hat what their potential customers are expecting from them so, in
this way Sudha company very much conscious about their customer.

5) Niche marketing is another innovative outcome of latest concept and which adopted by Sudha. To be
successful in today’s competitive arced; a company must capture the minute or small segment of any huge
market. It order to do that, the marketing structure of company must be very choosy & intellectual. So that
it can reach upto that small segment. By capturing such segment Sudha is acquiring huge market.

SCOPE FOR FOREIGN INVESTMENT:

India's dairy sector offers a good opportunity to NRI and foreign investors in and around India. The region
around India is a land of opportunity for foreign investors looking for new and expanding markets. Growth
prospects in the dairy sector are bright. Key elements of free market system, raw material (milk) availability, an
established infrastructure of technology and supporting manpower are in place. Among several areas of
potential participation, India offers foreign investors a well balanced package of fiscal incentives for exports
and financial investments. It includes complete tax exemptions and tax holiday. Foreign investors have a wide
choice in entering industrial, financial or service sector of the dairy industry in the country. As we approach the
last few years of the century, it is appropriate to look back at what India's dairy Industry has achieved as also
look forward to the 21st century, its challenges and opportunities. Before we look to the future, we should

10
acknowledge the contributions of those who have made possible today's self-sufficiency in India's milk
production. Our bottomline is our people. Value for us is the quality of life of millions of far

ORGANIZATIONAL STUDY OF MAGADH DAIRY

ORGANISATIONAL STRUCTURE

MANAGEMENT COMMITTEE:- It is also called Board Of Directtors (BOD) that consists of 17

Members as per detail.

Elected Secretories of Societies : 12

11
Chairman : 01
Managing Director (VPDUSS): 01
Managing Director (COMPFED) : 01
Milk Commissioner :01
Representative from Government Cooperative : 01
Department Total : 17

The management committee makes policy for the organization and takes area of
all the policy decisions regarding MAGADH DAIRY PROJECT.

Chairman :The chairman presides over the management committee meeting for
taking any policy decisions regarding the project.
Managing Director : He is responsible for day-to-day management implementing
the Board of Directors decisions regarding the Magadh Dairy Project (PDP)
Manager Feeder Balancing Dairy (FBD) : Feeder Balancing Dairy (FBD) is
controlled by a manager who is directly responsible for all the activities of Feeder

Balancing Dairy(FBD) and works under the guidance of Managing Director technical officers and Quality
Control Officer assist him in smooth running of Feeder Balancing Dairy (FBD).
-In-Charge.
Technical Officer Feeder Balancing Dairy(FBD) :
Technical Officers are professionals to look after the operation of the plant by operation in shifts. Other
engineers and supervisors co-ordinate technical officers.
Quality Control Officers: Quality Control Officers assures the quality of incoming, under-processing and
finished milk products. He reports to Manager Feeder Balancing Dairy(FBD) and Managing Director directly.
Chemists and lab assistants helps the Quality Control Officer.
Manager Cattle Feed Plant (CFP) :
Manager Cattle Feed Plant (CFP) controls the activities of the Cattle Feed Plant(CFP). Animal Nutrition
Officer and Technical Officer Co-ordinate the Cattle Feed Plant Manager.
Animal Nutrition Officer :
12
Animal Nutrition Officer is responsible for Research and Development work, developing formula at least cost
for all animal feed and day to day inspections of raw materials of cattle feed and finished products also.
Technical Officer Cattle Feed Plant (CFP):
Technical Officer Cattle Feed Plant (CFP) is directly under the Manager Cattle Feed Plant (CFP) and is
responsible for day to day production of different animal feed.
In Charge Marketing :
Marketing –In-Charge is responsible for all the marketing activities of the project and reports directly to
Managing Director. Sales Manager/ Executives assist the marketing In Charge in performing tasks and is guided
by the Marketing-In-Charge.
Sales Executives :
Sales Executive works under Marketing-In-Charge and is responsible for day-to-day sale of milk and milk
products and achieving the targets assigned from time-to-time for sales. Sales Executives are also In-Charge of
assigned marketing zone and union for the smooth sale of milk and milk products through retailers and also
handles customer complains, if any.
Deputy General Manager :
Deputy General Manager handles Accounts section and is directly under Managing Director. Assistant
Accounts Officer helps the Accounts officer in performing his tasCashiers,Accountants
and Auditors are also there to assist him.
Manager Milk Procurement :
Manager Milk Procurement is he In-Charge of the milk procurement department of Patna Dairy Project (PDP)
and reports directly to the Managing Director. Many group leaders of the different areas assist him in milk
procurement. These group leaders are directly responsible for milk procurement in their respective areas.
GAYA DAIRY ORGANIGATOIN STRUCTURE

K.K. SHARMA (EXCUTIVE. OFFICER)

A.K PANDEY (MANAGEMENT REPRESENTATIVE/ FINANCE DEPARTMENT)

SANTOSH KUMAR(MARKETING DEP.)

J. RAI( MARKETING ASST)

13
 NITISH GOSHWAMI (JR. MARKETING OFFICER)

JOB ON CONTRACT: BRAJ BHUSHAN KR. NIRALA(COMPUTER IN CHARGE)

RAJU(COMPUTER OPERATOR)

SUDAM (SERVI

MILK TESTING DEPARTMENT

14
Milk testing and quality control is an essential component of any milk processing industry whether small,
medium or large scale. Milk being made up of 87% water is prone to adulteration by unscrupulous middlemen
and unfaithful farm workers. Moreover, its high nutritive value makes it an ideal medium for the rapid
multiplication of bacteria, particularly under unhygienic production and storage at ambient temperatures. We
know that, in order for any processor to make good dairy products, good quality raw materials are essential. A
milk processor or handler will only be assured of the quality of raw milk if certain basic quality tests are carried
out at various stages of transportation of milk from the producer to the processor and finally to the consumer.

TECHNIQUES USED IN MILK TESTING AND QUALITY CONTROL

1. Milk sampling

Accurate sampling is the first pre-requisite for fair and just quality control system. Liquid milk in cans and bulk
tanks should be thoroughly mixed to disperse the milk fat before a milk sample is taken for any chemical
control tests.

2. Milk samples for chemical test

Milk samples for butterfat testing may be preserved with chemicals like Potassium dichromate. Milk samples
that have been kept cooling a refrigerator or ice-box must first be warmed in water bath at 40 ºC, cooled to
20ºC, mixed and a sample then taken for butterfat determination. Other preservative chemicals include Sodium
acid at the rate of 0.08% and Bronopol used at the rate of 0.02%.

3. The Gerber Butterfat test

The fat content of milk and cream is the most important single factor in determining the price to be paid for
milk supplied by farmers in many countries. Also, in order to calculate the correct amount of feed ration for
high yielding dairy cows, it is important to know the butterfat percentage as well as well as the yield of the milk
produced. Butterfat tests are also done on milk and milk products in order to make accurate adjustments of the
butterfat percentage in standardized milk and milk products.

Apparatus for DF test:

15
 • Gerber butyrometers, 0-6% or 0-8% BF
• Rubber stoppers for butyrometers
• 10.94 or 11 ml pipettes for milk
• 10 mls pippetes or dispensers for Gerber Acid
• 1 mls pippetes or dispensers for Amyl alcohol
• stands for butyrometers

Treatment of samples

Fresh milk at approximately 20ºC should be mixed well. Samples kept cool for some days should be warmed to
40ºC, mixed gently and cooled to 20ºC before the testing.

Procedure:

Add 10 mIs sulphuric acid to the butyrometer followed by 10.94 or 11 mls of well mixed milk. Next add 1 ml of
Amyl alcohol, insert stopper and shake the butyrometer carefully until the curd dissolves and no white particles
can be seen. Place the butyrometer in the water bath at 65ºC and keep it there until a set is ready for
centrifuging. The butyrometer must be placed in the centrifuge with the stem (scale) pointing towards the centre
of the centrifuge.

Spin for 5 min. at ll00 rpm.

Remove the butyrometers from the centrifuge.

Put the butyrometers in a water bath maintained at 65ºC for 3 min. before taking the reading.
The fat column should be read from the lowest point of the meniscus of the interface of the acid-fat to the 0-
mark of the scale and read the butterfat percentage.

APPEARANCE OF THE TEST

The color of the fat column should be straw yellow.

The ends of the fat column should be clearly and sharply defined.

The fat column should be free from specks and sediment.

The water just below the fat column should be perfectly clear.
16
The fat should be within the graduation.

The Lactometer test

Procedure:

Mix the milk sample gently and pour it gently into a measuring cylinder (300-500). Let the Lactometer sink
slowly into the milk. Read and record the last Lactometer degree (ºL) just above the surface of the milk. If the
temperature of the milk is different from the calibration temperature (Calibration temperature may be=20 0C )
of the lactometer, calculate the temperature correction. For each ºC above the calibration temperature add 0.2ºL;
for each ºC below calibration temperature subtract 0.2 ºL from the recorded lactometer

PASTURATION DEPARTMENT

Pasteurization

Pasteurization is the process of heating a liquid to below the boiling point to destroy

microorganisms. It was developed by Louis Pasteur in 1864.

Types of Pasteurization:
17
There are basically two methods of pasteurization in use today- batch and continuous flow.

In the batch process, a large quantity of milk is held in a heated vat at 65°C. for 30 minutes,
followed by quick cooling to about 4°C.

In the continuous flow process also known as HTST, for high temperature, short time, milk is forced between
metal plates or through pipes heated on the outside by hot water.

While flowing under pressure, the milk is held at 72°C. for at least 16 seconds. Before being
chilled back to 4°C. or cooler, it flows through a heat exchanger to pre-warm cold milk just
entering the system.

The Purpose of Pasteurization

1. To increase milk safety for the consumer by destroying disease causing microorganisms (pathogens) that
may be present in milk.
2. To increase keeping the quality of milk products by destroying spoilage microorganisms and enzymes
that contribute to the reduced quality and shelf life of milk.
Pasteurization conditions used for milk products
Holding
Pasteurization Type Typical Product Typical Storage Temperature
Time
Batch, vat Milk Refrigerated 145°F (62.8°C) 30 min
Viscous products, or products
" with more than 10% fat or " 150°F (65.6°C) 30 min
added sweetener
" Egg nog, frozen dessert mixes " 155°F (68.3°C) 30 min
Continuous, high
temperature short Milk " 161°F (71.7°C) 15 sec
time (HTST)
Viscous products, or products
" with more than 10% fat or " 166°F (74.4°C) 15 sec
added sweetener
" Egg nog, frozen dessert mixes " 175°F (79.4°C) 25 sec
" " " 180°F (82.2°C) 15 sec
Continuous, higher
heat shorter time Milk " 191°F (88.3°C) 1 sec
(HHST)
18
 " " " 194°F (90°C) 0.5 sec
" " " 201°F (93.8°C) 0.1 sec
" " " 204°F (96.2°C) 0.05 sec
" " " 212°F (100°C) 0.01 sec
Continuous, Refrigerated,
Milk and cream 280°F (137.8°C) 2 sec
Ultrapasteurization extended storage
Aseptic, ultra high 275-302°F (135-
Milk Room temperature 4-15 sec
temperature (UHT) 150°C)
Sterilization Canned products " 240°F (115.6°C) 20 min

PRODUCTIOM DEPARTMENT

Production dept. plays a vital role in the industry. In this dept. difference kind of dept. kinds of milk products
are prepared from their raw material. It is called as input output process of the product. Meaning of
PRODUCTION is simply that “To use material which is not in form to use but through systematically process-
it converts into finish products which can be use. The dept handles various processes as RMRD, Processing, and
Pouch Filling & Sterilized Flavored Milk. For processing the milk, we have old and new process facility with
different capacities. The milk is passed through pasteurization, cream pasteurization transferred to milk storage
tank and cream storage tank, same procedure for new process capacity. For pouch filling, various packing limits
are available as per the market requirement after standardizing the milk at the required Fat & SNF %. Current
pouch filling capacity is sufficient enough to provide for market demand. As per the requirement from the
market, SFM bottles are being filled and dispatch from the plant. As per the standards required for SFM batch,
the pasteurized milk is being standardized and

19
taken in the lot of 1200 liters batch, sugar and approved Colors are being added to complete the bottle filling.
Daily inward of milk, pasteurization and standardization of milk, pouch filling and dispatch and SFM bottle
filling and dispatch records are being maintained at this level.

Main product :-

1. Milk:-

Standardized milk 4.5 fat/ 8.5 snf

Toned milk 3.0 fat/ 8.5 snf
Double toned milk 1.5 fat/ 9.0 snf
Whole milk 6.0 fat/ 9.0 snf
TYPES OF MILK

• SUDHA GOLD
• SUDHA SHAKTI
• SUDHA HEALTHY
• SUDHA SMART
• SUDHA LITE
• SUDHA COW MILK
• MILK PRODUCTS

• GHEE
• ICE-CREAM

20
 • LASSI
• MISTI-DAHI PEDA .
• PANNER
• SUDHA SPECIAL
• KALAKAND
• RASOGULLA
• GULABJAMUN
• PLAIN-CURD
• LEDIKENI
• BALUSAHI

NEW PRODUCT LAUNCHES

OBJECTIVES:-

To add the value to the procured raw milk

To provide the nutritive diet to the consumers
 To preserve the milk for longer duration
 To manage the flow of milk

21
FUNCTION :-

• To produce the value added milk products like Ghee, Butter, and Powder etc

• To process the milk & allocate to various sections

• To preserve the milk for longer duration

• To manufacture milk powder to manage the excess liquid milk

• To collect the milk available from various villages

• To supply the excess liquidity milk to the needy expressive daries

• To handled the chilling centers related activities.

Milk flow process:-

22
 PACKING DEPARTMENT

PROCESS FLOW CHART FOR POUCH MILK PACKAGING

23
 MILK RECEPTION IN CAN AND TANKERS
↓
INSPECTION ANDTESTING
↓
UNLODING THROUGH ONLINE STRAINERS
↓
CHILLING
↓
RAW MILK STORAGE TANK
↓
BALANCE TANK OF PASTEURIZER
↓
CLARIFICATION
↓
PASTURIZATION (76.C FOR 15 SECONDS)
↓
OUTLET MILK<6.C
↓
PASTEURIZED MILK STORAGE TANK SAMPLE & TESTING
↓
CHILLING
↓
MLK STORAGE TANK
↓
POUCH MAKING BALANCE TANK
↓
POUCH FILLING
↓
CRATING
↓
COLD STORAGE ( <6.C)
↓
DESPACH TO VARIOUS PLACES

PROCESS FLOW CHART OF PEDA PACKAGING

RAW MILK (FAT= 4.5%-4.6%, SNF =

8.6% - 8.7%)
↓
CONDENSING IN KHOA MACHINE To 40% T.S OR BOILLING AND SLOW
24
STIRRING AT 1-1.5 KG/CMTILL 68-72% T.S CONCENTRATION 19-20%
OF MILK TAKEN
↓
COOL KHOA MASS TO 60 c IN THE PAN
↓
ADD SUGAR (? Rd OF KHOA OR 50% MILK T.S) AND
CARDMOM
POWDER,0.1G/Kg OF PEDA . MASS MIX THROUGHLY IN
PLANETARY
MIXER
↓
TRANSFER PEDA MASS TO COLD ROOM .COOL TO 10-15 C
↓
SHAPE AND MOULDING TO STANDARD SIZE OF 12.5g EACH

s.n AMOUN
o. COMPOSITION T
1 MOIST 15-16%
2 FAT 19-20%
3 SUGAR 20-30%
4 SNF 30-34%

PROCESS FLOW CHART FOR LASSI PACKAGING

25
 RAW / PASTEURIZED MILK (FAT - 4.5%, SNF - 8.5%)
↓
HEATING TO 85 C THROUGH PHE OR IN MULTIPURPOSE VAT
FOR 1-2 UNITS
↓
COOL TO 42 C IN JACKEDTED VAT
↓
ADD PURE CULTURE 0.1% AT
MILK
↓
INCUBATE AT 42 C FOR 3 - 4 HOURS & CENTRAL MAXIMUM
ACIDITY TO 0.5%
↓
BREAK THE CARD AND PLUNGER VIGOUROULY . RAISE THE
TEMPERATURE TO 50 C
↓
ADD SUGAR AND 28% OF THE CURD AND WATER 40%
OF THE CURD
↓
HOMOGENISE AT 150 -200 lbs PRESURE
↓
PASTEURISE AT 80% AND COOL AT 4 C
QUICKLY
↓
STORE IN TANK AT 4 C
↓
PACK IN 200 ml POLY
POUCHES
↓
STORE LASSI SACHETS AT < 4 C IN COLD STORAGE
YIELD = 117 - 118%

26
 COMPOSITION ?

FAT = 3.1 -3.2%

SNF = 6.0 – 6.2%

SUGAR = 14 – 15%

ACIDITY MAXIMUM = 0.7%

PROCESS FLOW CHART OF PANEER PRODUCTION

RAW PASRED MILK (FAT = 0.45 - 5.0 %, SNF

= 8.5% )
↓
HEATING TO 85 C IN PANEER VAT
↓
COOLING TO 70 - 75 C
↓
ADD 1% - 2% CITRIC ACID
SOLUTION
↓
BRING DOWN PRECIPITATE TO 5.3 - 5.4% GET CLEAR
GREENISH WHITE PRECIPITATE
↓
ALLOW COAGULENE TO SETTLE
MAINTAIN
↓
CONGULENE TEMPERATURE TO 70
C
↓
DRAIN WATER AFTER 10
MINUTES
↓
TRASFER COAGULEEN/CURD TO PANEER HOOP'S LINED WITH
CLOTH , USE 10 Kg HOOGS
↓

27
 PUT THE PANEER HOOPS UNDER 3.4 Kg/cm2 PRESSURE FOR 15-20
MINUTES.USE PANEER PRESS
↓
TAKE OUT PANER BLOCKS AND DIP IN 4 C PASTEURISED CHILLED
WATER FOR 2-3 HOURS IN
COLD STORAGE
↓
PRODUCT YEILD = 15 -
17%

S.
NO COMPOSITI AMOUN
. ON T
1 FAT 58%
2 SNF 24-26%
3 MOIST 49-50%

MARKETING DEPARTMENT

The marketing is very broad concepts for the business. We can distinguish between social and a
Managerial definition of Marketing. A social definition saw the role Marketing plays in society. One market
said that Marketing’s role is to “Deliver a higher standard of living.” Here is a social definition that serves our
purpose Marketing is a societal process by which individuals and group obtain of what they need and want
through creating, offering and freely exchanging products and services value with others. For Managerial
definition, Marketing has often being described as “the art of selling products”. Sudha dairy is having its goods
reputation in the market because of its best quality. Quality is the bench mark of Sudha dairy resulting in to
raising the graph of consumer demand and market. Federation transaction is ruling at federation decided prices,
while rest of pricing is independent to our union. Our union as also entered in export market, where the price
ruling is under the union control. Federation makes payment to the union on advance bases or approximately
within 10-15 days as per the requirement of union .
Purpose & scope:-

28
  To supply milk & milk products.
 To review customer requirement, resolving any requirements differing from established norms.
 To meet customer requirement.

Responsibility & authority:-

 Sales coordination of liquid milk, Butter milk & flavored milk. Sales coordination of milk products to
various COMFED depots & their bulk parties.
 Sales coordination of milk products to Defense.
 Liasioning with Government & legal agencies as & when required.
 Liasioning with National Co-operative Dairy Federation of India Ltd (NCDFI).
 Activities:

 Milk, Butter milk, flavored milk sales: the liquid milk is sold in pouches, in cans & tankers. The pouch
milk will be supplied as per the requirement of milk distributing agents.

 The appointment of milk distributing agent

 In case of an individual customer, milk, butter milk, chilled water is given in union's cans vessel against
cash payment basis. Product sales within district including village co-operative societies: - the demand
for ghee, butter milk, chilled water etc, within the district is being met by selling the products to the
individual customer or institutional customers. The sale may be done against cash payment or cheque or
DD or credit sales depending upon the party.

 Export orders

Advertisement

“Sudha Dairy” is do advertisement of its product many different ways, which are under ,

29
- Advertisement through News paper
- Advertisement through Board and Hoardings
- Advertisement through Posters
- Advertisement through Internet

SUPPLY CHAIN MANAGEMENT

Supply chain of the Sudha dairy starts with the procurement of raw milk from the farmers and then production
of pasteurized milk and milk products till the finished products reaches the consumers. The main component of
supply chain is making or buys decision outsourcing Purchasing, vendor selection, & information flow.

30
 Sudha Product Rate Chart

S.No. Particular Pack Size Consumer Pr.

1 Tonned Milk 1000 ml 22.00

2. Tonned Milk 500ml. 11.00

3. Standard Milk 1000ml. 24.00

4. Standard Milk 500ml. 12.00

5. Dtn. Milk 1000ml 20.00

6. M. Doai 100gm. 7.00

7. Lassi 200ml 8.00

8. Ghee 500gm 120.00

9. Peda 250gm 40.00

10. Butter 500gm 110.00

11 Butter 100gm 22.00

12. Buter 50gm 11.00

31
13. Paneer 200gm 31.00

14. Kalakand 100gm 17.00

15. Gulabjhamun 100gm 15.00

16. Rasgulla 100gm 15.00

17. Surbati (Special) 100gm 12.00

FINANCE DEPARTMENT

Finance Management is the part of the Managerial activity, which is concerned with planning, and controlling
of the firm’s financial resources. It is an applied branch of general management it has to plan to organize and
control the finance of the enterprise. Chief duties of financial management are planning and control of corporate
finance. Financial Management is called upon to take three major decisions viz. Investment decision, financial
decision, and dividend decision. Financial Management involves the implementation of these three major
decisions it is an integral part of overall management rather than merely a staff activity concerned with fund
raising operations without sound management of financial resources, business cannot achieve its objective and
may occur heavy losses. Thus financing management in charge of efficient planning and control of the cycle of
flow of funds inflow and outflow of funds.
Structure of Finance Management
Chairman
Managing Directors
General Manager
Deputy General Manager
Assistant General Manager
Senior Manager
Managers
Deputy Manager
Assistant Manager
Sr. Executive
Executive
32
Asst. Executive
Jr. Executive
Sr. Assistant
Assistant
Jr. Assistant
Clerk

Process of Finance & Account

The accounting function covering mainly in Patna office and plant, there are some centers as like Gaya plant,
samstipur plant etc are performed by the Accounts Department at Patna head office of Sudha dairy. All the
purchase and sales for Sudha dairy are executed from the Patna head office centrally. The purpose and scope of
Account process are Management of Financial resource of the union accurate and timely payment to societies
and supplies, maintain proper books of the union and advise COMPFED dairy’s management of the
performance of the union based on accounting records, finance process includes the accounting functions of
payables, Receivable, Cash Management, Asset Management, and General Accounting & Reporting functions
including Budgeting. It also covers Costing activities performed at Sudha dairy. The Audit Budgeting and
Costing process are performed by the internal Audit department in closeness with Accounts Department.

Financial Planning

A firm needs to manage its resource effectively and efficiently to achieve its objective. The managing of
resources in an a effective manner is possible only when the management work out the future course of action
in advance and take decision in professional manner and rational manner that’s why financial planning is very
important Financial planning is a statement estimating the amount of capital and determining its composition. It
includes;

 Determination the amount needed for implementing the business plans.

 The determination form and proportionate amount of securities.

33
  Laying down the policies as to administration of financial plan.

Magadh Dairy , Gaya

Balance Sheet

1 Apr. 2008 to 31st March 2009

Liabilities Assets
Capital Account 3,62,68,969.45 Fixed Assets 2,24,51,495.68

Loan(Liability) 1,45,26,354.19 Investment 1,75,91,151.009

Current Liabilities 94,66,849.89 Current Assets 2,66,97,906.83

Branch/Division 1,47,19,053.03 Profit &Loss a/c 82,40,673,05

Tota
7,49,81,226.56
Total l 7,49,81,226.56

34
35
SWOT ANALYSIS

After a keen observation over the organisation and various departments of COMPFED the following strength,
weakness, opportunity and threats are known.
STRENGTH
1. Own procurement of milk from different cooperative dairy
2. No any dairy is as bigger in operating in its area of operation.
3. Distribution system
(a) Distribution of milk and its products from dairy. (b)
Thousands of outlet are scattered in the different local town and in adjacent town run by retailers.
4. Many type of products as per ISO standard certified by ISO 9001, 2000.
5. Well connected with all India milk grid like other dairy of the country e.g. ANDHRA PRADESH,
ORISSA, MAHARASTRA.
6. The infrastructure of COMPFED is very much suited for the processing of the milk & thus assures
quality of milk.
7. COMPFED has a good product position in the market.
8. COMPFED maintains competitive pricing.

WEAKNESS

1. Procurement area sometimes goes into flood due it procurement of milk gets less/decreases.
2. Generally procurement areas are in Bihar.
3. Milk has been the part time business of agents of COMPFED.
4. During the flush season COMPFED has to suffer losses due to availability of surplus milk.
5. The commission structure of the agents is less when compared to the paid by other dairy.
6. Low advertising.

36
OPPORTUNITY

1. The existing information can be utilized for a longer capacity.

2. COMPFED is assumed with the availability of freash milk throughout the year.

3. CONSUMER AWARENESS OVER THE PRODUCTS HAS BEEN INCREASING OVER THE YEAR.

4. COMPFED has a good scope for its product diversification.

5. There is a gradual growth in the cities industries hotels by which COPMFED products can get a good
market.
6. COPMFED is its way to obtain ISO 9002 certificate

THREATS

1. Day to day increase in the milk procurement.

2. Entering of MNC’s into dairy industry.

3. Inter dairy competition.

4. Unethical marketing practices of private brands.

5. Competetors pay their agents with a higher commission, which creates a threat to COMPFED.

6. The overhead cost of competition are lower, compared to that of COPMFED.

37
 CHAPTER – 2

OBJECTIVE OF THE STUDY

38
OBJECTIVE OF THE STUDY:

1) To access probable volume of future sales.

2) Top study the features which will beneficial for the product in future.

3) The consumer complaints regarding quality, packing supply of the product.

4) To observe all techno non aspects prevalent in this market.

5) To analyze the base of consumer satisfaction and what type of measure should be taken to increase it.

6) To analyze the consumer dissatisfaction and what remedies should be taken.

7) To remove the misconception almost dairy milk in consumers. To identified the operational

performance of the compfed .

8) To examine the factors of affecting organizational performance.

9) Bring out the result of structure of the organization.

10) To identify market strength of the Compfed through short term projections.

11) To know about the liquidity position of the Compfed.

12) To know about efficiency of the working capital

13) To study all the different bodies of the Compfd

14) To know the financial condition of Comfed.

15) To know the compacted share of company product.

39
 CHAPTER – 3

RESEARCH METHEDLOGY

40
RESEARCH METHEDLOGY

The information collection process and methodology which I followed primary and secondary both resources.
In primary research, I collected data with the help of questionnaire & interview method. I also used secondary
sources of information including books, business journals, websites and other such modes of information
generation.

RESEARCH METHODOLOGY – USED

Marketing Research is a process of collecting and analyzing marketing andultimately to arrival at a certain
conclusion Magadh Dairy Project (MDP) is a concern, whichis marketing the product having different brands.
Thus a survey method of marketingresearch is essentially exploratory in nature. Thus, I opted from
“Questionnaire” methodfor conductive survey about the SWOT analysis of Sudha milk for Magadh Dairy
Project (MDP).

DATA:

In this research I have used both the methods of data collection i.e. primary&secondary. Primary data is
collected through questionnaire and secondary data iscollected through in house journals, sales person, and
dealers/retailer. The basic focus ofthe survey was to do SWOT analysis of different brand of milk for
MagadhDairy Project,Gaya.

Sampling Method:
Judgmental sampling:
The samples were on judgment and convenience. A sample size of 100respondents was taken. The sampling
unit was customer of Patna for which this samplesize as considered a fair representative of the mentioned is.
The sample consisted ofdealers /retailers spread over the entire area of the distributor.For analysis &
interpretation of data the research used
No. Of RespondentPercentage =-------------------------------------------- X 100 Total no. Of responsdents.

1.Types of Question:

41
The second important aspect in the designing a question is to decide which types of question
are to be used. Question can be classified in various ways.
Questionnaire contains following type information-
1.Open-ended question
2. Dichotomous question
3. Multiple-choice Question
Both the questionnaire consists of all three types of question. Mostly all questions are multiple type questions.
Dichotomous question are few in number. There is only one open-ended type question.

Phrasing of Question:
In questionnaire, I try to phrase the question in logical way. For example I arrange question in sequence as
personal information, awareness data, usage data, and finally related to reason and satisfaction. :
Sampling Technique:
A stratified sampling technique was used. A different Stratum for different type of respondent within every
stratum the respondents was selected as per convenience basis.
2. Method of Survey:

Personal Interview:
It is direct form of investigation, involving face-to-face communication with free feedback information. It offers
a sense of participation. It is more flexible form of data collection. Use of unstructured, open-end questions is
possible. Rate of refusal is low. Depth interview is possible. Complex questions can be asked. The interview
can have questions to secure more information. Observation approach can be combined to verify age, income,
status, standard information. Visual aids in the form of catalogues samples etc. can be used to get views,
opinions, and attitudes of responder.

Area of Operation:

42
The areas of operation were the research was done are as follows:
• A.P colony
• Delha
•New godown
• Shastri nagar

How the survey conducted

To approach the outlets with the following requirements in mind
At Approach:
• What type of shop it is? (hotels, amrutulya, bakery, restaurant, general stores, super
• Does it stock SUDHA products?
• What other brands available in the shop
Secondary Level:
• Whether it sells milk ?
• If yes, whether it sellsSUDHA milk ?
• Whether the company provides any promotional support ?
Territory Level:
• Does he sell local milk or not ?
• Which is the most selling milk in the market ?
• Who supplies milk to your shop ?
• Does the delivery of milk is on time ?
• What is the mode of payment credit or cash ?
Others:
Types of schemes given to him.
What are the uses of milk ?

Addendum:

43
• Outlets may include institutions, general stores, mithai shops, super market, canteensjuice bars, ice-cream
corners etc.

Observation Findings:-
1: Retailers: (super market, grocery shops, ets)
• Retailers are not interested because they don’t have storage facility but if company provides them such
facility they will be sale SUDHA milk.
• Because of low profit margin almost all retailers are not interested in SUDHA milk selling.
• The 250 ml and 5 Ltr milk pouch are no available to the retailers for selling.
• On question, why retailers are not interested in selling of SUDHA milk, it is found they were
not happy with margin, availability and replacement of leak pouches.
• Retailers were selling different brands. Because they were able to receive more margin from
non popularized brand that they could not from well known brands.
• All retailers get SUDHA milk from company selected distributors.
• Measurable amount of retailers were not happy with the distributors, because ochange in distributors and
late delivery of milk.
• All retailers were familiar with sales promotion activities undertaken by SUDHA. But more of the
activities were not communicated by distributors. So it shows that distributors are taking .
• Some questions were asked with view to convert retailers into distributors, but due to low
margin they denied that.
• Retailers were not interested to start SPO because to start SPO one required large amount
investment i.e. near about 2 Lakhs and with this it is mandatory to sale only SUDHA products,
so most of the retailers did not show interest in SPO.
• I found that customers were complaining about the packaging especially packaging date
because Amul do not print packaging date on pouch.
• When question came to retailers ratings towards SUDHA milk rating most of the most
respondents complaining about profit margin and packaging date.

• During campaign it is found that the mindset of consumers towards RAJ milk is very high
and hence it has become a milk maket player. As from the sales chart it is clear that the sales
of Chitale pouch milk is 50% more then SUDHA pouch milk.
2: End Users: (House holds)
44
• Consumer’s preference for purchasing of liquid milk is mainly based on quality, taste,
availability, home delivery and freshness respectively.
• Awareness level among the consumers is around 75% to 80% but still only around 15%
consumers are consuming SUDHAmilk.
• Consumers have a perception that SUDHAmilk is unfresh and is having lots of cuddling
problem.
• The packaging of SUDHA milk is not popular among the customers as compared to other milk
brands are available in the market.

3: Bulk Users: (sweet shops, restaurants, hotels, canteens etc).

The awareness level o fSUDHA milk in bulk users is around 90% but only 10% are using
SUDHA MILK.
• The preference of purchasing milk by the bulk users is mainly quality, price and timely
availability.
• The reasons for not using milk by the bulk users are :
1. Higher price that is not meeting the competitors rate as bulk user are very price sensitive.
2. In sweet marts mawa generation is less and there is a complaint about cuddling of milk.
3. In case of canteens contract some of them prefer credit purchasing which is against
company’s norms and policie

45
 CHAPTER – 4

ANALYSIS AND INTERPRETATION

ANALYSIS OF MARKET SURVEY :-

We did survey in several areas of GAYA:-

1: which age group enjoy the Sudha product more ?

Age No of
respondent
46
 s
a)1 - 10
yrs 5
B)10 - 20
yrs 10
C)20 - 30
yrs 38
D)30 - 40
yrs 55
E)40 - 50
yrs 26
F)Above
50 16
Total 150
Average 25

INTERPRETATION :
1. THE ABOVE GRAPH INDICATES THAT THE AGE GROUP BETWEEN 20 TO 30 YEARS LESS ENJOYING THE SUDHA PROJECTS COMPARE
TO THE AGE GROUP OF 30 TO 40 YEARS IS MORE ENJOYING THE SUDHA PRODUCTS.

2. What is the consumption pattern according to education label ?

Qualificati No of
47
 respondent
on s
a) Below
10th 10
b) 10th 21
c) 10+ 2 41
d) Graduate 68
e)P . G & + 10
Total 150
Average 30

INTERPRETATION

The above graph shows that educated person are more enjoying the SUDHA products compare
to the illiterate persons so company can give more emphasis on brand awareness progammes.

3. What is the consumption of sudha products through service wise an industry wise?

1)Service
48
 a)Govt. 38
b)private 23
2)Business
a)Cottage
industry 70
b)Small scale
industry 10
c)Medium sale
industry 9
TOTAL 150
AVERAGE 20

INTERPRETATION :

The above graph indicates that service sector i.e.government employees enjoying sudha products more than
private sector employees . But in business sector the cottage industry people are more enjoying SUDHA
products with to rest two options .

4. which products do you use regulearly?

NO. OF PERCENTAGE OF
OPTIONS RESPONDENTS RESPONDENTS
49
 MILK 45 30%
LASSI 18 12%
BUTER
MILK 33 22%
DOOHPED
A 24 16%
GHEE 17 11%
ALL
THEABOVE 13 9%

INTERPRETATION :

From the above analysis it is clear that about 30% of the respondants prefer milk ,12% opted for lassi ,22%
prefer butter milk ,16% prefer doodhpeda and remaining 11% prfers ghee , 9% of respondents prefer all the
above.

5:Which milk producer company do you prefer?

50
 Milk producer No. of
company respondents percentage
Raj milk 20 13%
Sudha 55 36.60%
Amrit 25 16.60%
Milk man 50 33.33%
Total 150 100%

INTERPRETATION :

The survey defines that milk man is a good competiter ofsudha dairy in magadh area so sudha should try to
improve their management qualities.

6: Which media make you aware about the milk producer company?

MEDIA No. of Respondents Percentage

a) Television 45 30%
b) News paper 45 30%
c) Realitives 35 20.32%
51
 d) Radio 25 16.60%
TOTAL 150 100%

INTERPRETATION :

This survey shows that 30% of the respondents is aware for milk producer company on both t.v & newspaper
but 20.32% aware from the realitives .

7: What do you think about the prices of SUDHA products ? Is it …

NO. OF PERCENTAGE OF
PRICES RESPONDENTS RESPONDENTS
Reasonable 55 36.66%
Moderate 45 30%

52
 Unreasonable 50 33.33%

INTERPRETATION :

In this survey it is prove that 36.6% is happy with the sudha price & 33% is not happy with & 30% can not
change the price of sudha product.

8 : where do you purchase milk products regulairy ?

NO. OF PERCENTAGE OF
OPTION RESPONDENTS RESPONDENTS
SUDHA
BOOTH/PARLOUR 85 56.66%
53
 HOME DELIVERY 30 20%
GENERAL STORE 35 23.33%

INTERPRETATION

The above graph shows that more people finds sudha products from booth/ parlour 20% people finds from
home delivery& 23.33% finds from general store , so there should open more booth for customer. more booth
for customer.

9 : Which grade of SUDHA milk do you use ?

NO. OF PERCENTAGE OF
OPTION RESPONDENTS RESPONDENTS
Sudha Gold 50 66.60%
Sudha Shakti 35 23.30%
Sudha Healthy 20 13.30%
Sudha Smart 15 10%
Sudha Lite 10 6.70%
Sudha Cow Milk 20 13.30%

54
INTERPRETATION :From the above analysis, it is clear that about 66.6% people uses sudha gold for the
purpose of drinking, 23.3% opted sudha shakti, 13% opted sudha healty in joint faimly & 13.3% uses for tea .

10: what is the axact sudha performance through mentioned particulers by questioning to customers ?

55
 Below
SUDHA/SCALE Excellent Good Average Average Poor
MultipleProduct 50 60 20 10 10
CRM 45 40 30 25 10
Price 35 25 25 25 40
Taste 50 40 35 20 5
Brand Value 45 40 40 10 15
Easy Access 25 35 50 15 25

INTERPRETATION

This survey of respondences according to the performance of the particulers services sudha has more varities &
its taste is delicious , but the cost of the prodct should be decrease and the delivery system should be easier.

56
11 : what is the sudha performance through mentioned particulers by questionong to the outlet
owners ?

SUDHA / SCALE Excellent Good Average Below Average Poor

Sale of product 50 30 25 35 10
Supply 35 60 20 20 15
Profit 35 25 45 15 30
Schemes of sudha 20 30 25 30 45

INTERPRETATION

57
The above survey Shows that sale of sudha product is excellent and supply process is good but the scemes of
sudha is not up to the mark . that is the reason the profit is very poor, so sudha should come with new scemes &
incentives offer.

CHAPTER 5

FINDINGS

58
FINDINGS:-

In this study I have learnt practically about how the analysis should be made with the help of various marketing
statements and I also understand the importance of finance in an organization.

In this study I find out many things such as:-

1. The short term working capital requirements were meet from internal sources, cash credits and inter union
borrowings.

2. The union has its own policies and procedures and regarding its financial transactions.

3. The government is not very helping for the organizations so the development of the organization. The
government should give some offer for the development of the organization. The government should launch
some scheme for the cooperative bodies.

4. The middleman is taking so much money for supplying of the milk in the COMPFED so the organization
should think seriously for the benefits of the vendors.

5. The organization lack the attitude towards the work means the employee are not too much dedicated
towards their role.

6. The government is not recruiting the new employee so the government should recruit new employee so that
organization strength becomes high.

7. The COMPFED should increase their productivity and give best quality to be in the competition.

59
CHAPTER . 6

LIMITATION

60
LIMITATION:-

The following limitations are found in Magadh dairy, gaya ( COMFED):-

1- Direct interaction with the company officials is very difficult and sometime s impossible due to their time
constraints and hence primary data found to be insufficient.
2- Due to the time provided by the organization to conduct our project was limited. It was sufficient for us to
collect more information about the topic.
3- Organization was not leak out their actual data/information, as it may be advantageous to the competitors.
4- The time provided was insufficient to cover all the departments of the union.
5- Constraint of time due to busy schedule due of organizational personnel.
6- The personal interview was idealistic and informative.
7- It was not possible to go deep into the operation has some information were confidential.
8- I relayed on the same sensory perception and memory for the collection of data.
9- The employee did reply the question arises fully and effectively. This also affected my study.
10- Analysis and interpretation of the report is purely based on the manual provided by the marketing
department.

61
 CHAPTER . 7

RECOMMENDATION

62
 SUGGESTION & RECOMMENDATIONS:-

1. Management should think over pricing beacuse traditionally price has been the mjor determinate of a
buyers across the globe . although nonprice factorsbecome quite important in the last few decade , price
still remains an important factors in determaning sales and profitability.

2. Management should adopt the pricing strategies of 4p’s marketing i.e.products ,price promation &place.

3. Company does not have any brand ambassador for the promotional & expansional activity of SUDHA
products to acquire more market share.

4. Give offer and gift hampers to regular customer for customer delight.

5. Introduce some innovation in milk related products such as change the packageing style.

6. Use educated vendors.

7. Advertising is low price , so it should be increased.

8. A plan should prepared for marketing of milk products on both shorts term and long term basis , with the
help of advertisement and JAN JAGRAN programme in regular intervl both urban and rural areas.

9. Introduce small @ 5 Rs which is affordable for the students & low income people.

10. The compfed should increase their productivity and give best quality to be in the competition.

11. Marketing is not consumer, they should take prior interst in the consumer tastes and preferences ,
&don’t emphasis on traditional strategy salee what comfed make.

12. Try to develop loyal relationship with consumers.

63
 CHAPTER . 8

CONCLUTION

CONCLUSION

64
1. Gaya is very huge market of Sudha’s product and the main player of this product
are :
• SUDHA
• NESTLE
• LOCAL PRODUCT
• IMPORTED PRODUCT

2. Among these brands the sale of Sudha’s is very high and it is followed by Sudha .

3. Sudha is top in the list among different brand in Gaya.

4. Most of customer prefers Sudha’s product than other.

5. Share of sudha is increasing very gradually and it is good sign for the Sudha company.

6. Sudha is not properly aware of the promotional activities regarding Product.

7. Due to electricity break down problem in Gaya effects the Sudha’s product or other’s product very
much especially in summer seasons.

8. Best season for Sudha’s product is the time of festival like Durga puja, Dipawali, id , bakrid , Holi .

9. In the Gaya the sale of Sudha’s milk, chease is very high because of marriage ceromony.

10. In the month of May and June the school, colleges are usually closed in this period so, the sale of Sudha
Ice-cream is goes decreasing in this period .

65
 BIBLIOGRAPHY

 REFERENCES:-

66
 MARKETING MANAGEMENT-P.KOTLER

MARKETING RESEARCH – D.D SHARMA

ORGANIZATION BEHAVIOUR-CARDNER

 WEBSITTES & LINKS:-

www.google.co.in
www.wikipedia.com
www.amul.com.
www.comfed.com
www.marketresearch.com
www.dairy.com

http://www.milkfacts.info/Milk%20Processing/Milk%20Processing%20Page.htm

http://www.milkfacts.info/Milk%20Processing/Heat%20Treatments%20and%20Pasteurization.htm

http://www.tavron.in/F13712/milk_processing_equipment.html

http://dir.indiamart.com/impcat/milk-processing-plants.html

67
 ANNEXURE

QUESTIONNAIRE OF RETAILR SURVEY:-

Name of the shop /Booth no:-……………………. …………................................
RetailerName :-……………………………………………………………..
Address :- ………………………………………………………………….

68
Mob :-……………………………………………………………………….

1) Do you stock SUDHA milk?

a) Yes b) No

2) If yes, what is the size of SUDHA milk packets do you preferred to store?
a) 250 ml b) 500 ml c) 1 Ltr d) 5 Ltr.
3) If No, Why?
(a). Absence of packaging date( b). Low margin( c.) No replacement for leakage (d.) Low distribution

1) Which is the most preferable brand of packaged milk that you stock?
(a)sudha ( b) Chitale Katraj ( c) Gokul aOthers (d)Raj milk

5) From where do you get SUDHA milk?

a) Distributors (b) Other suppliers

6) Are you satisfied with SUDHA distributor?

a) Yes b) No

7) Do you know which Sales promotional activities does the company undertake for SUDHA milk?
a)Price off d) Free samples b) Credit facility e) Coupons c) Advertisement f) P-O-Displays

8)Are you interested in distribution of SUDHA milk?

a) Yes b) No

9) Are you aware of SUDHA Parlor (SPO) and its benefits?

a) Yes b) No

10) Are you interested in opening an SUDHA Parlor (SPO) ?

a) Yes b) No
11) What is consumer’s expectation from SUDHA milk?
a) Good quality b) Packaging c) Availability

12) Give your ratings to following attributes of SUDHA milk.

1. Very good, 2. Good, 3 . Average, 4. Bad, 5 .Very bad

a) Quality b) Brand image c) Availability d) Packaging e) Margin

QUESTIONNAIRE OF CONSUMER SURVEY

S ERIAL N O . : ..........................................................................

N AME OF C ONSUMER : ......................................................................

69
A DDRESS : ..........................................................................

M OBILE N O . : .....................................................................
Email ID : …………………………………………………………

1: which age group enjoy the Sudha product more ?

No of
respondent
Age s
a)1 - 10
yrs
B)10 - 20
yrs
C)20 - 30
yrs
D)30 - 40
yrs
E)40 - 50
yrs
F)Above
50
Total
Average

. What is the consumption pattern according to education label ?

No of
Qualificati respondent
on s
a) Below

70
 10th
b) 10th
c) 10+ 2
d) Graduate
e)P . G & +
Total
Average

3. What is the consumption of sudha products through servicewise an industrywise?

1)Service
a)Govt.
b)private
2)Business
a)Cottage
industry
b)Small scale
industry
c)Medium sale
industry
TOTAL
AVERAGE
4. which products do you use regulearly?

NO. OF PERCENTAGE OF
OPTIONS RESPONDENTS RESPONDENTS
MILK
LASSI
BUTER
MILK
DOOHPED
A
GHEE
ALL
THEABOV
E

5:Which milk producer company do you prefer?

71
 Milk producer No. of
company respondents percentage
Raj milk
Sudha
Amrit
Milk man
Total

6: Which media make you aware about the milk producer company?

MEDIA No. of Respondents Percentage

a) Television
b) News paper
c) Realitives
d) Radio
TOTAL

7: What do you think about the prices of SUDHA products ? Is it …

NO. OF PERCENTAGE OF
PRICES RESPONDENTS RESPONDENTS
Reasonable
Moderate
Unreasonable
8 : where do you purchase milk products regulairy ?

NO. OF PERCENTAGE OF
OPTION RESPONDENTS RESPONDENTS
SUDHA
BOOTH/PARLOUR

72
 HOME DELIVERY
GENERAL STORE

9 : Which grade of SUDHA milk do you use ?

NO. OF PERCENTAGE OF
OPTION RESPONDENTS RESPONDENTS
Sudha Gold
Sudha Shakti
Sudha Healthy
Sudha Smart
Sudha Lite
Sudha Cow Milk

73