Professional Documents
Culture Documents
TRAINING REPORT
on
Market Analysis of Fresh Product
Undertaken At
Rajasthan Technical
University (RTU)
PREFACE
With the increasing trend of globalization the market competition are
increasing day by day. In this competition the customer attitude has
also change.
This report is an effort from the researcher to find out the attitude of
the SARAS consumer in the competitive changing scenario. The report
has been prepared in four chapters consisting “Introduction to the
company, survey profile, project profile, conclusion, and suggestion”
respectively.
ACKNOWLEDGEMENT
Place- Jaipur SUMIT KUMAR
MBA IIIrd Sem
TABLE OF CONTENTS
1. Executive summary 1
2. Introduction of the industry 2
3. Jaipur dairy an overview 5
4. Introduction about organization 7
5. State & company profile 9
6. Industry objective’s 14
7. Organization structure 16
8. Marketing dep. Object 19
9. Activities of RCDC 22
10. Method of manufacture of sterilized 28
flavoured milks\drinks
11. Achievements 30
12. Title of study 31
13. Saras flavoured milk 35
14. Research Methodology 39
15. Scope of study 42
16. Promotion policy 44
17. Problam identification 48
18. Facts & finding 51
19. Analysis and interpretation 54
20. Swot analysis 65
21. Conclusion 69
22. Suggestion 70
23. Limitations 71
23. Bibiography 72
24. webliography 72
25. Annexure. 73
EXECUTIVE SUMMARY
I am heartily thankful to the Company ‘Saras’ for providing me wonderful
opportunity to do training in their Organization . It was really a learning and
experience gaining period .
General Review :-
The dairy procures milk through his network of more than 700 villages’
level dairy co-operative societies spread in Jaipur and Dausa district. Dairy
arranges transportation of milk from doorsteps milk producers to the receiving
points at a dairy plant and its chilling centers. Payment of milk is distributed to
the milk producers on a ten day basis. Procreant and input activities include
farmers organization, input services like animals health coverage and supply
of balance cattle feed and improved fodder seeds to the members,
cooperative development programme, training etc. in 1992, the Jaipur dairy
plant was handed over to Zila Dugdh Utpadak Sahakari Sangh (Jaipur milk
union) with the multiple increases in market of milk and milk product and also
in milk procurement. The capacity of the plan was increased to 2.5lakh ltr per
day in 1998-98 to improve the quality or raw milk the dairy has commissioned
three chilling centers at Kaladera Dudu & Shahapura apart from enhancing
the capacity Dausa milk chilling center.
Over the year, there has been not been looking back for Jaipur dairy and the
significant growth has been achieved during the year 1998-
99 monthly average of the milk sale has been 143000 Ltr per day with peak
milk procurement during besides the near by sale milk unions like Sikar, Tonk,
Swaimadhopur and Bharatpur also send their milk to Jaipur dairy for
processing during peak flush season.
On April 1983, the JMSS was merged with RCDF. Thus the
federation inherited the Jaipur Dairy along with the staff as well as the
mandate to meet the demand of the milk product in the Jaipur city.
It may be noted that Jaipur is the largest market for milk and
milk product in Rajasthan and hence the Jaipur Dairy has predominently
milk marketing function. Subsequently, the RCDF handed over the Jaipur
Dairy to the Jaipur milk union April on 1992.
STATE PROFILE:-
Rajasthan with a geographical area of 3,42,239 sq. kms is India's largest state
with population of 56 million and a density of 165 persons per sq. kms
After agriculture, cattle and other livestock are the most important
sources of livelihood in the state, especially for the poor. In the western
regions of the state, with limited farming potential, livestock provides livelihood
security.
Milk and milk products constitute the only source of animal protein for a
sizable vegetarian population.
Chilling centers
Initial 02
Present 07
Procurement
(2001-02) 284 TKGPD
(2002-03) 340 TKGPD
(2003-04) 339 TKGPD
(2004-05) 468 TKGPD
(2005-06) 504 TKGPD
(2006-07) 493 TKGPD
(2007-08) 470 TKGPD
• UHT MILK
(2001-02) 67.04 Lakh Ltr.
(2002-03) 88.41 Lakh Ltr.
(2003-04) 65.45 Lakh Ltr.
(2004-05) 90.44 Lakh Ltr.
(2005-06) 93.88 Lakh Ltr.
(2006-07) 94.33 Lakh Ltr
(2007-08) 106.43 Lakh Lt
• Toned
• Double toned
• Standard and
• Gold (Full cream) and
• Various products like Ghee. Paneer table butter, chach, lassi,
shrikhand in the district of Jaipur & Dausa and also contbutes grid. Its
sale tetra packs milk throughout the country.
The primary concern of Jaipur dairy is to provide best quality and safe
products and services, achieved this quality objectives of Jaipur dairy are
designed to
QULITY POLICY
The Jaipur dairy believes that the delighted customer is the only key for
overall development of the organization.
This is achieved by
THREE-TIER STRUCTURE:-
Federation :–
Provides service & support to unions. Marketing within & outside state,
Liaison with government and NGO agencies, mobilisation of resources &
coordinating & planning programmes / projects.
Union –
DCS –
Ajmer
Alwar
Banswara
Barmer
Bharatpur
Bhilwara
Bikaner
Churu
Ganganagar
Jalore
Jaipur
Jhalawar
Jodhpur
Kota
Nagaur
Pali
Sikar
Tonk
Udaipur
INFRASTRUCTURE:-
support to the Milk Unions in milk and milk products within and outside the
State.
SARAS BRAND. Fresh milk of different compositions and long shelf life tetra
pak milk is being marketed in rural and urban areas. The Federation is a
Saras brand, which are, Chhach, Lassi, Shrikhand, Flavoured Milk, Mawa,
Dairy Whitener, Skim Milk Powder, WMP and Tetra Pak Milk (Cow Milk, Taza
Quality
Jaipur dairy has got a sophisticated quality Control Laboratory, which is equipped
to carry out almost all the chemical and bacterilogical tests related with milk and
milk products. The QC lab also carry quality tests for various packaging material,
ingredients, chemicals used in Jaipur Dairy. The services of the QC lab is also
used for carrying our consumer awareness programs like "Dudh Ka Dudh Pani Ka
Pani". We also have facility for general public for getting their milk/ghee samples
tested in our QC lab free of cost.
Engineering
The lifeline of Jaipur dairy i.e. steam, water and refrigeration is provided and
maintained by the Engineering section. Apart from this, this section does regular
maintenance both preventive and corrective, only. Considering the perishable
nature of milk, the engineering section has to be on its toes always.
The section is managed by well- qualified and experienced manpower, which are
at par with any professional organization.
Jaipur dairy has always considered its staff member as an asset. Various
programs are run on continuous basis for keeping the morale of employees high.
Without the positive support of the employees, the success story of Jaipur Dairy
would not have been possible.
Yearly Get-together of all officers and employees is one of the most important
events of Jaipur Dairy.
For the last few years, more emphasis is being given on employees’ training in the
field of Attitude, Customer Relations, Positive Thinking, Time Management, Stress
Management, and Team Building etc. apart from technical subjects. Employees
are being made aware of such subjects either by nominating them to various
training organizations and workshops & seminars. Also experts are being invited
to conduct in house workshops & seminars. Jaipur Dairy has a HRD cell also,
which circulate good and readable articles to employees for self-development.
ACTIVITIES
This Dairy procures milk through its strong network of over 1200 Village level
Dairy Co-operative spread in Jaipur & Dausa district. Dairy arranges
transportation of milk from doorsteps of milk producers to the receiving point
at dairy plant and its chilling centers. Payments of milk are disbursed to the
milk producers on ten-day basis.
WOMENS EMPOWERMENT
We have entered in the 21st centaury; still Back bone of our Indian economy
is primarily agriculture & animal husbandry. Most of the activities, & related to
there two fields are done by women but have contribution is not recognized at
any level.
In dairy & animal husbandry sector, she is playing very important role. But
behind the screen, Jaipur dairy also identified the significance of her role &
started emphasizing on participate increasing women participation by
increasing women membership & no of women in D.C.S. management
committee. It could yield only a mild positive impact. Jaipur Dairy in 1991
started RAJASTHAN WOMEN DAIRY PROJECT, supported by Ministry of
HRD G.O.I .Under this project exclusively women dairy cooperative
societies were organized, where member, management committee member,
chairperson secretary etc, were all women. Object of these project was
society economic development of rural women This project had following
programming Literacy prog, health & Sanitation Prog.,Employment prog,
Awareness Generation prog.
There fore this research should be able to bring to the fore , certain other
factors that could lead to grouth of this segment At the very least ,the
research should corroborate the existing assumptions regarding the
influencing factors ,it should be in apposition to verify that the steps various
players are taking to stimulate vultures are in the right direction ,and would
eventually lead to an increase in market share.
ACHIEVEMENTS
Milk is well recognized substance in every walk of life due to its flavor and
various chemical changes that impair with quality in order to insure acceptable
Certain tests are carried out the asses the bacteriological quality of milk. Dye
reduction test, presumptive colyform test and viable bacterial count are
Different flavour :-
(a)Strawberry
(b)Coffee
(c)chocolate
(d)Elaichi
(e)Masala mix
(f)Mango
(g)Rose
Flavored milk:-
Flavored milk is a sweetened dairy drink made with milk, sugar, colorings
and artificial or natural flavorings. Flavored milk is often pasteurized using
ultra-high-temperature (UHT) treatment, which gives it a longer shelf-life than
plain milk. Pre-mixed flavored milk is sold in the refrigerated dairy case
alongside other milk products. Flavored sweetened powders or syrups which
are added to plain milk,
Flavored milk is milk that has sugar, colorings and (mostly inexpensive
artificial) flavorings added to make it more appetizing, especially to children. It
can be sold as a powder to be added to plain milk,
The most common flavor for flavored milk is chocolate, which is achieved with
cocoa powder. A variant of chocolate flavored milk are candy-bar themed
drinks,Flavour milk is milk to which some flavour have been added .when the
milk is used the product should contain a milk fat percentage at least equal to
minimum legal requirement for market milk .but fat level is lower than (1-2%)
the term drink is used .
Purpose :-
To make milk more palatable to those who do not relish it is such to stimulate
the same of milk to put skim milk to profitable use.
Receiving milk
↓
Standardization
↓
2. sugar 5 to 7.0%
4. fat level 2%
Strawberry milk:-
is made either with fresh strawberries mixed with milk, with strawberry powder
or with a strawberry flavored syrup. It is a relatively recent development in the
dairy world. It still has not gained the commonplace notoriety that chocolate
milk has, but is being sold in more stores than the past. saras also makes a
strawberry milk powder.
RESEARCH METHODOLOGY
The methodology followed for analyzing the customers behaviour of saras
flavoured milk customer is as show in the figure .
Types of research:-
• Competition mapping
• Exploratory research
Meaning of research-
Types of research-
SAMPLE SIZE
Sampling process:-
• Target population
• Sample size
• Sampling technique
Premiliminary investigation:-
a) Amul
b) Lotus
c) Mother dairy
d) Other brand
Questionnaire Design :-
This phase involved the design of Questionnaire on the basis of the potential
factors identification as infusing the customer behavior .Research problem
were listed and then the information needed was identified .the question were
then prepared in order to fulfill the information requirement.
Survey :-
Different survey method used for data collection .
The principle method used are personal interviewing of the respondent and
observation method .
Field work
Field work :-
The survey was conducting in the mind the users of saras milk .The survey
was conduct in jaipur city .
• Tonk phatak
• Sanganer
• Malviya nager
The Questionnaire is
checked for completion and interviewing quality .editing is the
review of the Questionnaire with the objective of increasing
accuracy and precision .
Descriptive analysis :-
The analysis is made based on the
descriptive analysis available in excel sheet as the tool of
analysis .
Charting:-
PROMOTION POLICY:-
Since ,the product has not any specific advertisement for it self ;so this
section will emphasize on the things which have to do in a systematic
manner to promote the sale of the product .so this part has the things
to do the recommendation with the observation Related with
advertisement.
1. Firstly ,it should be promoted as the safe and quality as the customer will
correlate himself with the product that –“It is the milk which give the
energy with the delicious taste .”
• In frount of garden
• In frount of gyms
Observation 1
Less advertisement in the outer area of Sanganer and Mansarover .So ,there
is a part of the market is untapped.
PLAN:
4. only if they will get any additional facilities which are unique in terms of
the other companies.one of the additional facility can be that if it is
possible to increase the margin on each product because the
competitors are providing it more than Saras.
Observation 2
Delivery vans are not painted in an attractive manner i.e delivery vans are
pained only with the white and blue colour and only written up the “Saras-
Swad Rajasthan Ka”.
So, it does not communicate the message with the customer that what is
Saras?i.e. if any person is unknown with Saras then he will not be able to
come to know it, i.e. the untapped market will remain again untapped.
Plan:
Paint the delivery vans like the Amul’s delivery vans on which their slogans
and the picture is being painted, so we have to change the painting of the
delivery vans .they must be painted by carrying the complete product range
with the slogan of the company on the delivery vans.
Observation 3
In the outer area of sanganer and mansarover there is less the availability of
the product .these areas can be a better area where we can easily grab the
customers.
Plan:
These areas can be one of the key markets because since our target
customers are the youth people. So, these are the areas where the youth
population comes in a good countable nos. like in partap nager and many
area of sanganer and mansarover there are a lot of student live so we can
easily increase sell of flavoured milk and open new parlor in that area
because there are a lot of collage in that area.
Observation 4
Since we are going to promote the product as the health and the energy drink
so we have to emphasize on the morning and the evening walkers coming in
the garden.
Plan:
The ads in front of the gardens must be placed at such height that they can
easily be visible to the walkers and the joggers it will create the awareness in
them that this product can help them to gain the energy after burning the
energy in the jogging.
Observation 5
In Gopal pura and Tonk phatak area there are a lot of juice corner where a
lot of people spend 150 ml. shake 20 Rs .But he is not preferring the flavoured
milk even it is 200 ml. in only Rs.12/- so it can be the better market .
Plan:
Since in this area the persons are belonging from the high profile and the
persons from this profile mostly prefer the hygiene factor i.e. the product must
assure them that the product is hygiene to use. So,our promotion in this area
will be emphasized on the hygiene factor so the ads which are going to be
placed in the area should speak the word of hygiene factor.
Observation 6
Plan:-
So, in this area a parlor can be opened from the jaipur dairy .so that the
opportunity of such huge youth and tourist can be grabbed and it will be really
beneficial because from there the revenue will generate more.
Observation 7
Out of home advertising can be another important way which can be used to
advertise the products.
Plan:-
The Saras parlors and the booths carrying the Amul milk also .Approx 5% of
the shop agencies are carrying the Amul milk.
Solution
The solution is divided in two parts –
1. initially, there should be survey team who will do the gorilla survey to
find out the defaulted booth or parlors which are selling the other
company dairy products rather than saras products and before
applying this there should be a public notice in which it will be clarified
that “carrying the other dairy product will be considered as the
punishable offence. If some one is found defaulted then he will be
treated as per the rules and regulations.”
2. After pointing them out, there will be criteria of the penalty and warning
and if it is found again then the license of him should be cancelled and
he has to pay the double penalty of before.
Problem:-
Only a small %age of the booths and parlors are carrying the table butter
of the Saras. Mostly having the Amul. Approx 75% of the parlors and booths
are carrying amul butter.
Solution:-
Problem:-
There are some booths which want to switch from Saras to amul due to
margine on the products.
Solution:-
Since some booth owners want to switch over the Saras to retain them we
can offer them the exciting bonus or any monetary appreciation on the
achievement of the specified sale. This can be varied product- to- product.
Problem:-
There is a problem in the dispatch of the milk. The problem is divided into
three major parts:-
1. The pouch milk is going leakage in the market, so that the dealers are
not satisfied with it because according to them the leakage milk is the
sheer wastage of money because no customer wants to purchase it.
3. In the dispatch section the demand of the dealers is not noted correctly
i.e. the supply is more than the demand of the dealer and he has to pay
for the complete milk.
Solution:
1. All the saras booth and parler carrying saras flavoured milk. And some
of them also contain other brand also. which is illegal . On the bakery
and departmental stores situation is very bad because of the distribution
channel is very bad , They do not supply the product that place.only 7%
are carrying saras flavoured milk .
2. In the current market percentage of different flavour are :
• Elaichi 58%
• Rose 17%
• Strawberry 9%
• Chocolate 4%
• Mango 3%
• Coffee 4%
• Masala mix 5%
From a whole 98% of the retailer are fully satisfied with delivery system .
But 2% are not satisfied with it because they timely not get the flavor which
they want .
• 16% retailers are not satisfied with product price ,they want to reduce it
again at 10 RS per bottle .
• There are avg. 1000 unit daily sale of saras flavored milk in jaipur city.
For advertisement to the retailer provided the hording and banner on which
saras is being is written up .and also provided wall stickers ,pamphlets etc.
• Quality :- 85% of the retailer are fully satisfied with the quality of
product .they don’t want any change in product quality.
• ior of distributor is not good with retailer so 2% want to change it. and
some time they not get the flavour at time when they want which
they want ,so they want to change in the distribution channel.
So the fact file show that the sale of the flavoured milk is decline from the last
year by Rs 41071
Analysis and Interpretation
Yes-60%
No -40%
According to the above graph it can be predicted that out of 100%
population only 60% are such person who are consuming Sarse milk
the rest 40% are getting milk from other sources.
Que:- When asked if Saras milk were available at your doorstep, would
you like to purchase it ?
No : 37%
Yes:- 70%
No :- 30%
According the above graph it can be said that only 70% of the people
are consuming Saras product while other said that they consume
products of other brands as Lotas, etc..
Normal : 5%
Poor : 5%
When asked about the quantity of the Saras milk, the following views
come in font:
70% of the people said that the quantity of the Saras milk is very good,
the other 20% said the quality is good, 5% of the people said it is
neither good nor poor so it has normal quantity, while 5% of the people
has many complaints about the quantity of Saras milk .
Que:- When asked, do you know about adulteration in milk and milk
products ?
No -- 60%
No -- 55%
Synthetic milk is the milk, which look like milk, but it does not process
any constituents of milk neither Fat for SNF. This milk is made from
colors and various chemicals .
According the above graph it can be said that only 45% of the people
are know about synthetic milk while the rest 55% are totally unware..
SURVEY ANALYSIS
4. Others :- 07%
TOND : 45%
STANDARD : 10%
GOLD : 30%
75% people of saras user wants to take the service of home delivery.
Mostly people are like to pay the payment on the daily basis & other
Nobody wants to pay the extra service charge for the home delivery.
SWOT ANALYSIS
s W
O T
STRENGTHS: -
ESTABLISHED BRAND NAME
QUALIFIED MANPOWER
WEAKNESSES: -
OPPORTUNITIES: -
THREATS:-
CONCLUSION
According to the analysis it has been assessed that the people have more
faith in SARAS, being a govt. concern, which can capture the maximum no of
milk market. Bat at the same time we should not ignore the growing popularity
of lotaus milk and goras milk.
These are the main competitor of Saras in the jaipur city. At present not a
tough competition between all these but in the fourth coming year there will be
a tough competition between all these companies or dairy’s.
According to my survey I have take the conclusion about the free home
delivery scheme is that the advance payment of the 90 Ltr. Milk for the three
month is very high but according to me is that if this scheme for the one
month then this scheme will should take a good response. We have trying to
attract the consumer’s through there quality service and there supply services
or some new attractive schemes etc. for standing in the market competition.
SUGGESTIONS
• Should try to provide a good quality of milk to the consumers.
Limitations:-
The limitations faced during the training and while undergoing my research
was lack of availability of first hand data. As the data included is secondary in
nature, authentication of the data is major concern. The next difficulty was the
facts and figures had change due to change in financial year, thus it could
affect the recommendation and conclusion part.
Also there were huge constraints when it came to time as a one month period
only allowed me a bit of primary research plus the population size being
humongous my sample pf 50 retailers does not necessarily represent the
entire population rather it can be taken as a representative group of the
regions in which the survey was taken.
BIBLIOGRAPHY:-
Analysis of Saras milk consumers according to buth delivery question.
WEBLIOGRAPHY SITE
WWW.SARASMILKFED.COOP
WWW.JAIPURDAIRY.COM
ANNEXURE
Research Questions and Hypotheses
As per the demand questionnaires are prepare one for consumer and one for
(a)Yes (b)No
(a)Yes (b)No
…………………………………………………………………………