Professional Documents
Culture Documents
REPORT
ON
INDUSTRIAL VISIT AT
DUDHSAGAR DAIRY, MEHASANA
SUBMITTED
BY
MBA1st Roll
Names of Stdent
Division No.
PAREKH BHAVIN BHARATBHAI A 29
SUBMITTED
TO
IMAGE COLLEGE
Signature of Signature of
Coordinator Principal
College Stamp
PREFACE
2
This Report has been prepared in partial fulfillment of the requirement for the
Subject: Practical Studies of the MBA1st SEM Programme in the academic year
2010-11.
For preparing the Report, I have visited the company during the suggested in 13-10-
2010, to avail the necessary information. The blend of learning and knowledge
acquired during my practical studies at the company is presented in this Project
Report.
The rationale behind visiting the company and preparing the Project Report is to
study the evolution of the company, its development, its strategies and its functional
departments like production department, marketing department, human resource
department and financial department.
The Report starts with the basic general information of the company and covers the
information regarding its functional departments like production department,
marketing department, human resource department and financial department.
The information presented in this Report is obtained from sources like Company
Personnel, Company Websites, Other Websites, Company Reports, and Other
Literature.
Names of Student
PAREKH BHAVIN B
3
ACKNOWLEDGEMENT
I am thankful to Mr. M.N.BAXI, who permitted me to visit the company and allowed
me to prepare the Report. I am also thankful to the Departmental Heads of the
company, who provided me the required information. Moreover I thank all those who
supported me directly or indirectly in preparing this Report, without whose
assistance, preparing this Report might have been much difficult for me.
I would like to express my gratitude to THOMAS SIR & Miss TANVI FALDU
(Coordinator) and other faculty members of the college for their valuable guidance
and help in preparation of this Report. At last but not least, I am thankful to all my
friends and other people, who helped me in preparation of this Report.
PAREKH BHAVIN B
Names of Student
Table of Contents
4
PARTICULARS
Pg. No.
1. PREFEACE 7
2. ACKNOWLEDEGEMENT 8
3. EXECUTIVE SUMMARY 11
4. GENERAL INFORMATION 12-19
4.1 Introduction 13
4.2 Company profile 14
4.3 History & development 15
4.4 Vision & mission 17
4.5 Organization chart 18
5. PRODUCTION DEPARTMENT 20-36
5.1 Organization structure 21
5.2 Basic products 22
5.3 Main products 24
5.4 Technical specification of product 25
5.5 Production process chart 26
5.6 Raw material 35
5.7 Quality management 35
6. HUMAN RESOURCE DEPARTMENT 37-43
6.1 Introduction 38
6.2 Organization structure 38
6.3 Working time schedule 39
6.4 Recruitment & selection 40
6.5 Recreation facility 41
6.6 Training & development 42
6.7 Performance appraisal 43
5
9 SWOT ANALYSIS 63
10 CONCLUSION 64
11 BIBLIOGRAPHY 65
EXECUTIVE SUMMARY
Dudhsagar dairy is one of the largest dairy and it is connected with G.C.M.M.F. it is the most
popular unit in G.C.M.M.F. Dudhsagar dairy is not only largest but also no.1 in the Asia. Dudhsagar
dairy had established on 2nd April 1963.
Dudhsagar dairy has produced more than 16 lacks liter milk per day. Its production
department is a vary large. Under production department, there have many sub-departments like as
powder department, ghee department milk department & butter department. In each department more
then 300 to 400 workers are worked. Dudhsagar dairy has appointed one manager on each
department. Its production technique is modern; all the machines are technically controlled. Its
production is sol out not only in local area but also exported in world wide. Dudhsagar dairy has
received milk all the local area and 4 cities that is Kheralu, Vihar, Kadi, Osapur.
Dudhsagar dairies market is so wide, because of its work under G.C.M.M.F its market has
expanded on national & international arena. Its marketing department is also large. Under marketing
department more then 50 employees are worked. Marketing department handled all the activities
6
which are connected with market like, to decide price of product, advertisement, channel of
distribution, marketing research, product planning etc. but final decision by the G.C.M.M.F.
Human resource management of dairy is controlled all the activities which is connected to the
people. Dudhsagar dairy is personal policy is build up on the bases of employee’s welfare activities.
Dudhsagar dairy’s financial position is also very good. It has a enough money to establish a
new project. It has enough money to solve the uncertainty, & its credit in market is also good.
7
8
INTRODUCTION
Dudhsagar Dairy is a co-operative dairy. It works under Gujarat Co-operative Milk Marketing
Federation. Dudhsagar Dairy takes milk from many villages around Gujarat and pay for their milk.
Then Dudh Sagar Dairy processes it & pack in different packaging and after supply. Dudh sagar
Dairy’s plan is biggest in the all our Asia.
The main plant of union is situated at mehsana in Gujarat. It has a processing capacity of
11.05 lakh liters milk per day. The dairy also has 5 chilling centers, 2 cattle feed plants operating at
various locations in Mehsana. Dudhsagar provided dairy also other services such as animal health
artificial insemination; cattle feed etc. to its members of society.
The current turnover of the union is rs 1480 Crores in 2007-2008. It has employee strength
of nearly 2000. Dudhsagar dairy has installed an ERP software programme named lli by oracle so that
the activies are carried out there with an ease.
Dudhsagar dairy produces milk & milk items under the brand name of “Sagar” & “Amul”.
Such products are;
1) Pouch milk
2) Flavored milk
3) Chhash
4) Infant milk powder
5) Table butter
6) White butter
7) Pasteurized flavored milk
8) Mineral mixture
These products are marketed under the brand name of Amul, Sagar and also sold
throughout India & exported through Gujarat co-operative milk marketing federation limited, Anand
(GCMMF, ANAND).
9
COMPANY PROFILE
Name:-
Address:-
Dudhsagar Dairy,
Mehsana District Co-operative Milk Producers’ Union Ltd,.
Mehsana-384002
Registered Office:-
Dudhsagar Dairy,
Mehsana District Co-operative Milk Producers’ Union Ltd,.
Mehsana-384002
Date of Establishment:-
Type of industry:-
Co-operative society
Bankers:-
10
U.T.I bank, mehsana
Chairman
Vice Chairman
Directors
11
HISTORY & DEVELOPMENT
Mehsana-a largest milk producing district of Gujarat is famous since long for cattle breeding
and animal husbandry practices. Large, small and marginal farmers and landless laborers are
engaged in the practices of animal keeping and milk production. The high yielding well known
“Mehsani” buffalo breed is native of the district and is known for its potential of economical milk
production.
The UNICEF team, after being convinced in 1958 about the potential of milk production in the
district Co-operative lines. Under the leadership of late Shri Mansinh P. Patel Mehsana district co-
operative milk producers’ union was formed and registered on 8th November, 1960. The union
commenced supplying, raw milk to the municipal dairy. Ahmadabad in April 1961. Subsequently, on
2nd April, 1963, the foundation stone for the union’s own diary plant was laid down by Shri Morarjibhai
Desai, the then Finance Minister. Govt.of India. The project was completed in record time of one and
half years.
This could be achieved due to able guidance and generous cooperation of Dr. V. Kurien, then
General Manager, Kheda District co-operative milk producers’ union ltd., Anand. The new dairy –
“Dudhsagar” was inaugurated on 2nd April, 1965 by Shri C. Subramaniam, the then Minister for
Food and Agriculture, Govt. of India and came into existence with an initial handling capacity of 90000
liters of milk per day. Continuous efforts to cover more and number of villages under this co-operative
network necessitated gradual expansion. Accordingly, the union is now capable to handle 10.5 lack
liters of milk per day. During the year 1997-98 union procured total of 3,02,800 milk producer
members. Women membership is 32 percent amongst the same. The union procured 1330304 kg of
milk, the highest quantity ever collected before, on 14th January, 1998.
The union makes use of most advanced technologies for manufacture of various milk products,
for providing better animal health care services and for building socio-economic strength. It is
equipped with latest sophisticated plant and machineries suitable for processing of milk and
manufacture of products like butter, dry milk products such as skimmed milk powder, whole milk
powder, baby food and dairy whitener, ghee, sweetened condensed milk, etc hygienically. The
products meet national and international quality standards and are available in the desired quantities
12
throughout the year from retail outlets, managed by M/s Gujarat Cooperative Milk Marketing
Federation Ltd, Anand spread throughout the country.
Up gradation and improvement of the buffalo/cow breeds located in the district being backbone
of organizational growth, union established bull mother farm at Jagudan to undertake the activities
such as raising of buffalo and cross-bred male calves as the future bulls, running frozen semen
laboratory, progeny testing of buffalo and cross-bred bulls, development of cross-breeding farm and
use of embryo transfer techniques for animal breeding etc. the above is endeavored further by
providing animal health care services and artificial inseminations at the door steps of farmers with
strong network of qualified veterinarians, mobile vans, wireless networks and related infrastructure
facilities. The union has also established two cattle feed plant for manufacturer of balanced cattle
feed. These factories are run by the union on “no profit and no loss” basis so as to provide balanced
feed to the milk animals owned by farmers at reasonable affordable rates.
The union committed to create socio-economic stability by providing best possible services
concerning all spheres of well being of rural community. Happiness with smile on face of small and
marginal farmers, landless, laborers, widows, divorcees etc is seen as a result of on going efforts of
union to achieve its goal. It is actively associated and participating with institutions like the National
Dairy Development Board, the Central Social Welfare Board, The District Rural Development Agency,
The Gujarat State Co-operative Union, in implementation of various schemes like Research And
Development Programmes, Afforstation Programmes, providing loans/grants for purchase of milk
animals to low income group individuals, widows, divorcees etc, providing financial assistance for
purchase of electronic milko-tester machines, milk collection centers and communities practices;
providing cross-bred female calves; co-operative development programmes, training of village
societies secretaries; Group insurance of animals and members through LIC and providing assistance
for development of community fodder farms to help marginal farmers and landless laborers.
The above listed activities are regularly revised and updated to align with recent
developments taking place from time to time so as to keep the organization sustainable in the present
competitive era of liberalization and globalization.
A deep sense of understanding and foresight of key personnel like the past Chairman Late
Shri Mansinhbhai P. Patel and the present Chairman Shri Vipulbhai M. Chaudhari who continuously
giving an impetus for future organization growth and strategies. The union has a team of highly
13
qualified professionals, and skilled man power who have ability to change wisdom into reality and
whose effort could make DUDHSAGAR DAIRY appear on the world map of dairy industry.
To produce the value added milk products like Ghee, Butter, Powder, etc.
To process the raw milk and 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 (Societies).
To supply the excess liquidity milk to the needy expressive dairies
To handled the chilling centers related activities
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.
Achievements of organization
14
Organisation chart
Mgr(IA)
15
16
Organisation structure
17
BASIC PRODUCTS
Sagar Gold (Pasteurized full cream milk 6.0% Fat & 9.0 SNF.)
Amul Ghee
18
Sagar Skimmed Milk Powder
19
Amul Mithai mate
MAIN PRODUCTS
1. Milk:-
~ Standardized milk 4.50 fat/8.5 SNF
~ Tonned milk 3.0 fat / 8.5 SNF
~ Double Tonned Milk 1.5 fat / 9.0 SNF
~ Whole Milk 6.0 fat / 9.0 SNF
2. Flavored milk:-
~ Elaichy Flavor
~ Kesar Flavor
~ Rose Flavor
3. Butter:-
~ Table Butter ( Yellow Butter )
~ White Butter
20
4. Ghee:-
~ Pure Ghee
5. Powder:-
~ Whole Milk Powder
~ Infant Milk Powder
~ Skimmed Milk Powder
6. Scm:-
~ Sweetened Condensed Milk
21
Materials are issued to the concerned section as per their requisition slip which concerned
sectional in charge enters demand of their section with item code number.
PRODUCTION PROCESS
Chilling Center
22
Milk Processing Plant
Storage
Dispatch Federation
(GCMMF Ltd)
Distribution Channel
Consumer
Explanation
23
After packing milk in 500 ml pouch they store it in cold storage and the temperature of
GHEE SECTION
Process of making Ghee
Receive Cream in the tank
24
Butter Milk
Butter receives in ghee kettle and heating on 112 degree Celsius at an hour.
Ghee is stored in cold tank and ghee cold on only 35 degree Celsius
Packing
Explanation
First of all Cream receive in cream tank and then cream are separated on a Siram
separator and Butter and Milk are separated. And after butter go on butter malting vat and
butter has heated on 55 Degree Celsius and after butter go on Ghee Cattle’s. Then butter
has heated on 112 degree Celsius in ghee cattle and ghee is ready. After ghee cold on 35
degree Celsius and after ghee go on packaging department by ghee tank.
25
BUTTER SECTION
Process of making Yellow Butter
Raw Milk
Machine through Raw Milk has been separated in two different items
26
Raw cream [cream pasteurization: storage of pasteurized Milk
Cream having 37-43% Fat, temp. 12< degree Celsius
Aging (stored) 2 hours minimum]
Packaging
Dispatch
Explanation
Yellow Butters
First of all raw milk has been heated on 80 to 82 degree Celsius and after raw
milk separated from the two different items one is Milk, other is Cream. Cream has use
in contimeb zone and added Anato
27
Colour (add 0.45% colour at the whole quantity of the butter) and salt (add
2.6% salt at the whole quantity of the butter). Under contimeb zone cream, Anato
Colour and salt has mixed and yellow butter will be ready. Then yellow butter will go on
packing department and here butter finally packs. Then yellow butter goes on cold
storage below 4 degree Celsiu
Raw Milk
Machine through Raw Milk has been separated in two different items
28
Raw cream [cream pasteurization: storage of pasteurized Milk
Cream having 37-43% Fat, temp. 12< degree Celsius
Aging (stored) 2 hours minimum]
Packaging
Dispatch
Explanation
White Butter
First of all raw milk has been heated on 80 to 82 degree Celsius and after raw
milk separated from the two different items one is Milk, other is Cream. Cream has use in
contimeb zone. Under contimeb zone cream has been separated and after butter will be
ready. Then butter will go on packing department and here butter finally packs. Then
butter goes on cold storage below 4 degree Celsius.
29
POWDER SECTION
Vibro Fluidizer
Filter air 20-30 degree Celsius
Packing
Storage
30
Dispatch
QUALITY MANAGEMENT
Introduction
31
The ultimate aim of the control procedure should be to provide a product in which the
original nutritive qualities, flavour and appearance have been preserved and no harmful
organisms or substances are present to affect the consumer adversely.
The Quality Assurance procedure starts from the reception of raw milk. The job is
performed by RMRD lab. Which is located at the dock.
32
33
INTRODUCTION
In each and every organization Human resources & Administration Department plays
a vital and crucial rile. The satisfaction of the human resources is very important for the
improvement of any business. It also helps in increasing the quality of products & decreasing
the cost of production.
This department looks after human resource of the dairy. This department maintains
total information of individual.
The general task performed by this department:
Recruitment
Arrange induction program for new recruits
Promotion & Demotion of employees.
Training & Development
Arrange visit for students.
Maintain work force as per requirement
Maintain the all records of individual
In the dairy total member of staff are above 1850. Maximum member of worker is in
powder section & it is 361.
Organisation structure
Manager
Assistant manager
Supervisor
Clerk
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Workers
The dairy has a time keeping system. The officers & employees have to mark their
presence in attendance register. There is also card system that is very easy. All the staff on
factory floor is working in the three shifts each shifts is of 8 hours.
The company is providing tea, break fast & lunch concessional rate to their
employees
In hr process the first step is manpower planning. In manpower planning, first management has
to decide how many employees are required, with which skill and ability qualification, efficiency etc
are required.
Find the requirement of recruitment and then find the source of recruitment for the grade wise
and for which position employee is required.
35
RECRUITMENT & SELECTION
Recruitment
(1) Internal Sources includes personnel already available on the pay roll of a company, i.e.
its working force. When ever vacancy occur somebody from within the organization is
upgraded, transferred, promoted & some time demoted.
(2) External sources lie outside of the company i.e. from schools and collages by advertise
in newspapers, professional journal etc. Such advertisements enable prospective
candidates to screen themselves in order to find out whether they are fit for the job or not.
WELFARE ACTIVITY
Human resource and development programme is done for the development of the farmer
members who provide milk to the dairy. Dudh Sagar Dairy has established a bull mother farm
at Jagudan. The activities are being conducted:-
36
Embryo transfer project
Group insurance scheme is provide for both the husband and wife of milk producer’s families.
Cattle group insurance scheme is also provided by dairy. By this scheme the dairy has
covered 75263 animals (milchi) of 321 societies.
RECREATION FACILITIES
Uniform:-
The management provides all the employee uniform.
Residential Facilities:-
All the amenities are provided to staff. Residential quarters are provided to the
essential managerial staff. HRM will be provided to those employees who are not
using the residential facilities.
Medical Facilities: -
There is a medical dispensary for medical treatment & medical checkup of the staff
members.
Library Facility:-
Dudhsagar gives library facility to the all employees.
37
TRAINING AND DEVELOPMENT
The organization gives necessary training for the selection of the staff The duration of
training is depending upon the designation. For workers, worker education programmers, for
supervisory level, management development programmers are conducted. It gives training in
house & if required it send workers or employees to training agonies too.
There are two type of training
PROMOTION POLICY
38
It is an important method to compromise the leave of organization. It is based on
seniority. By promotion employee is transfer from lower job of his\her job by increase his
authority & responsibility salary and status. D.C.M.P.U.Ltd of a permanent employee can not
promotion offer 8 to 10 year assurance with good report of service. They are giving promotion
on the base of seniority and they are giving promotion as per requirement.
INDUSTRIAL RELATION
Industrial relation should be maintained between the workers and management. Till
now there is low bas news obtained from the organization. Organization emphasis more on
human reassures development.
ENVIRONMENTAL POLICY
Dudh Sagar dairy, Mehsana is one of the largest producers of milk and milk products
in India.
We shall make a conscious effort for the prevention of pollution of env ironment for the
present and future of our business and the society at large.
We shall strive to comply with all application environmental legislation and non-regulation
guidelines.
We shall endeavor for continual improvement performance by better utilization of resources
of nature and minimizing the waste.
We shall involve all our concerned employees for the presentation of the environmental and
for the promotion of clean and green surrounding within our premises.
PERFORMANCE APPRAISAL
39
The Performance appraisal system is a process of evolution of employee
performance on the job in louns of its recruitment. It is also known as assessment of behavior
performance and attitude of employee.
The value, excellence, spirit, qualities of status of some subjects of performance
appraisal is quite useful in various administrative decisions as training, transfer, promotion
etc.
In Dudhsagar there is very good performance appraisal system and the management
of unit is and profitability is very high.
Slogan:-
“One Hand in another Hand”
40
INTRODUCTION
Finance department plays a vital role in the organization .It is nothing but the
concerned with rising funds in suitable manner. For the success of any industry finance is
working like milestone. It is said to be a life blood of business.
At earlier times the capital was collected by the business organization when ever it
needed but now a days it has become a very important part in the organization. The prestige
of the organization depends upon its financial condition.
The DUDH SAGAR DAIRY of Mehsana has procured its finance from different
financial institution and some banks they are.
Organization structure
41
Keeping Report Section Cash Section Bank
Section Section Section
Billing Schemes
Section Section
CAPITAL STRUCTURE
There is a necessary for attaining a proper balance among the dept and equity sources
in its capital structure. Which can maximum the long run value per ordinary share in the
market capital structure is comprise owner capital and borrowed funds.
According to patter of the capital structure should be choose when any minimize cost
of capital and value of stock. A capital structure reface to structure decide by top level
financial manager. Consisting of own trend and borrowed funds and in the term of
establishment ratio which reflect the attitude of most of depend more upon own firm and upon
borrowed fund.
Assumption
Firm employee only two type capital Debt & Equity
The firm has a policy of paying 10 % dividend.
The Mehsana D.C.M.P.U. LTD. Capital structure is something like
Authorized share capital:-
2500000 share of RS 100 each 250000000 RS.
Share capital fully paid up 182572600 RS.
AUDIT DEPARTMENT
42
Audit department keeps constant watch on each and every financial activity performed
by various departments.
Internal Audit - Financial, Proprietary, and Operational auditing is performed. There
are 13 persons in this auditing. It performed following function.
Pre audit of bill and other claim
Post audit of salary bills
Post audit of books
Legal audit
Audit of accounts for dairy, Chilling centers, Cattle feed plants
Stock audi
ACCOUNT DEPARTMENT
The present Authorized share capital of the union is of Rs.25 Crores & Paid up capital
18.26 Crores. It appears that the management of the dairy has followed a very distribution
policy in distribution of dividend in past & ploughed back its profits, which is evident from
reserve & surplus amounting to Rs. 9 crores as on 31/03/05.
Cash Credit:
From S.B.I. 18.99
From Bank of Baroda 7.73
(The above borrowings for working capital are secured by hypothecation of stock and
book debts.)
(3) Investment
43
(A) In Government Securities 10,000
National Saving Certificate
This department also has to maintain working capital requirement & accounts of Dudh
Sagar research & development.
This dairy makes payment to societies within 10 days & to the supplier in 30 days.
The billing function would be checking bills, passing it correspondence with related parties.
Other function involves taxation .i.e. income tax payment, TDS, sales tax & other
taxes. It also takes care of benefit schemes for employees like PF, Gratuity and Insurance
etc.
44
Trading a/c and Profit & Loss a/c
45
Depreciation 12,16,55,115
Charity expense
Provision for taxation 56,77,035
Net profit 3,54,97,815
TOTAL 16,39,47,03,256
Dividend 1,21,31,790
Intrest 4,43,64,702
Sundry income 1,06,27,294
Closing stock
Finished goods 1,32,48,70,445
Work in process 15,14,29,162
Milk stock 2,94,52,315 1,50,57,51,958
TOTAL 16,39,47,03,256
46
RATIO ANALYSIS:
Gross Profit Ratio:
2007-2008
Gross profit * 100
Net sales
= 23.63 %
2006-2007
= 6379189424
47
interpretation:
A high gross profit ratio is good for the management. Here the gross profit ratio of the
year 2007 – 08 is 23.63 % while in 2006-2007 it was 26.64 %. Which shows the decline in
the performance of the company.
2007-2008
Net profit * 100
Net sales
= 3,54,97,815 * 100
14,82,18,27,512
= 0.24%
2006-2007
= 3,73,30,960 * 100
12,65,92,28,733
= 0.29%
interpretation:
Net profit margin ratio establishes relationship between net profit and sales. It
indicates management efficiency in manufacturing, administrating, and selling in the
products.
A firm with high profit margin can make better use of favorable conditions. The high profit
margin is good for management and also for the company.
We can see that the net profit ratio is in the year 2006-’07 is 0.29% which is quit good for the
management, but in the year 2007-’08 it became 0.24% which shows the decline in the net
profit of the company.
48
EARNING PER SHARE RATIO:
2007-2008
= 3,54,97,815 * 100
25,00,000
= 1419.91
2006– 2007
= 3,73,30,960 * 100
25,00,000
= 1493.24
interpretation:
Earning per share ratio indicates the ratio of per share earnings of the
company. This is ratio is high for the management as well as company also.
Here in the year of 2006-’07 it was 1493.24 and in the year 2007-’08 it was 1419.91
Which shows the decline in the earning per share of the company.
49
CURRENT RATIO
2007-2008
= Current Assets
Current Liability
= 12,37,01,3054
1,49,36,87,805
= 0.83:1
2006-2007
= Current Assets
Current Liability
= 2544836384
2118808316
= 1.20:1
interpretation:
The current ratio measures the firm’s short term, it indicates the availability of
current assets in rupees for every one rupees of current liability. This ratio is generally 2:1 it
shows the satisfactory position of the business or company. Here in 2006-’07 year it was
1.20:1 and in the year 2007-’08 it was decrease and became 0.83: 1 it shows the worse
condition of the company.
50
51
INTRODUCTION
This last year Dudhsagar Dairy procured more than 20,00,000 kg/day and it’s turnover has
more than 1266 crore for the year 2006-07.
52
DISTRIBUTION NETWORK
“Dudhsagar Dairy” is producing its various products like milk, Ghee , Butter, Milk Powder and
Sweetened Condensed Milk etc. It is very necessary to have strong distribution channel.
DISTRIBUTION CHART
Products
Agents
53
Wholesaler
Retailer
Consumer
MARKET SEGMENTATION
Market segmentation is a very important function for the Market consists of buyers different in
any ways. They are different their wants resources locating buying practices, Because buyers have
unique needs and wants each buyer is put initially separate market GCMMF has segmentation its
market in following variables.
Geographic segmentation
Under these variables Dudhsagar has Divides market into difference geographic
units such as region, states, cities ets.Dudhsagar sells its products by geographic segment
action like in the north where production of milk is very high the sale of Dudhsagar’s product
is not much, But in the western region it is high. Dudhsagar this kind of variables and deals
with it.
Demographic Segmentation
Under these variable Dudhsagar has dividend market into several graphs such as age
genders family size, Income occupation etc, for the every grope Dudhsagar marketing
strategy is Different in milk.
Dudhsagar targets all the class where as in the other products like butter, Ghee, Ice-
cream etc. It’s targeted to middle and higher middle and higher and higher middle class.
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ADVERTISING
“Dudhsagar Dairy” is do advertisement of it’s product many different way which are
under
PURCHASING DEPARTMENT
55
Have continues follow up week suppliers regarding timely delivery and quality.
Obtain raw material at the most competitive prices from the market.
Attend to complains of user department and take required actions.
SALES DEPARTMENT
Organization structure
Sale of milk & its products in local market under brand name “SAGAR”.
56
Sales of milk products to GCMMF under brand name “AMUL”.
Review of customer requirements to meet customer satisfaction.
Communicating and Liaisoning with excise, sales tax and other related agencies.
There are three categories in sales (1) Local sale (2) Federation Sale (3) Army Sale
Local sales
It is the sales made in the boundaries of Mehsana District. The products mainly sold
are Sagar milk, Sagar Ghee, Sagar Butter Milk, Amul Butter and Amul Milk Powder. This local
sale is done through distributors. On special occasions like marriage, party big orders are taken
directly from party. Average milk sold locally is 7500 liters, per day.
Federation sales
Dairy sells all kind of products to federation depot under “Amul” brand through out of
India. For this federation sends a purchase order to the sales department of the Dudhsagar Dairy.
A consignment sales is different then above sale in only one factor and it is the
consignee. Here, the consignee is federation- approved “Agents”. These agents send demand to
federation than federation clubs all individual demand divide it in purchase from for each union
considering the stock availability
Army sales
It is very special selling to Army. There is no intermediate between two. Only Butter,
Sweetened Condensed Milk and Skimmed Milk Powder sold to Army, from this Powder is
negotiated by Federation and Sweetened Condensed Milk Dairy.
57
C. Sabar Dairy (Sabarkantha)
D. Banas Dairy (Banaskantha)
Whole Milk Powder is given to Army’s supply depot. There total 47 Army supply depot.
Skimmed Milk Powder is given to Army’s Military Farm.
COMPETITORS
Local level
Sardar Dairy
Vimal Dairy
Banas Dairy
National level
Paras Dairy
Mother Dairy
Nestle [Powder, Ghee, SCM]
Britannia [Butter & Ghee]
Dynemix Dahi
Umang Ghee
New Dimond Ghee
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SWOT ANALYSIS
Strengths
Weakness
The Product price seems to be little on the higher side.
Lower advertising compare to those competitors.
Opportunities
If they use promotional tools sufficiently then they get more customers.
Giving more discounts and credit terms may increase the sale. However; care must
be taken about the profit margin.
Company's name is reputed so, it may launch in all over the country
Threats
Recession affects the money supply and purchasing power of customer
Decreases.
Some product's price is high compare with competitor so care must be
taken.
Also they're so many small and big companies in all over India.
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CONCLUSION
Dudh Sagar Dairy has acted successfully as a catalyst for the rural development in
Mehsana district. Dudh Sagar dairy has passed over all sound position since it’s in corporation. At
present the company’s feature seen to bright. It has been well develop since its incorporation.
Dudh Sagar Dairy is having good human resource i.e. good man power. The dairy is
having marvelous support form consumers. The dairy management criteria are good its executive
officer and the chairman of the dairy are having good knowledge and he is highly experienced.
Dairy has succeeded in setting up foreign market which shows that dairy has its good
reputation. Dudh Sagar dairy is Number one in the Asia and further would have good position in
the word. According to our opinion Dudh Sagar dairy’s future is bright.
According to us the Dairy is having wide scope of development in the next coming years.
After some time it will accept very large and wide market in the international trade.
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BIBLIOGRAPHY
Book
Kotlar Philip ‘Marketing Management’
Published by Pearson Education, 10th edition
K. Aswathappa, Human Resources and Personal Management 3rd Edition.
The Unfinished Dream : V Kurien
Web site:-
www.amul.com
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