Rajasthan Technical University, Kota

A
Project Study Report
On
Training undertaken at
SARAS DAIRY
Tilted
“Product & Marketing Process Analysis of WRMUL Product &
Consumer Awareness towards SARAS Product Line”

(Submitted in partial fulfillment for the Award of Degree of Master of Business

Administration)

(2009-2011)

Submitted By:
Submitted To:
Nikhil Ojha Mrs.Dimple Arya

MBA 3rd Semester (Director)

G.D. Memorial College of Management and Technology, Jodhpur

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 G.D. Memorial College of Management and Technology
(Rajasthan technical University, Kota)

PREFACE

The MBA course provides exposure to the student to acquire analytical skills, problem solving
& decision making capability to respond to ever changing global competitive environment. For
this, students are trained in an industry so that they may acquire knowledge, skills, confidence
to pursue a career. It also helps the student to improve managerial skills & marketing strategy.

After getting the theoretical knowledge in MBA 1st semester, I joined saras Dairy for practical
training. During this period I become aware of the working business environment of the
industry sector, will be help in my future. For research work, I have assigned the

PRODUCT & MARKETING PROCESS ANALYSIS OF WRMUL PRODUCT AT JODHPUR

DAIRY AND CONSUMER AWARENESS TOWARDS SARAS PRODUCT LINE.

This will help in analyzing the working condition such as competition, consumer demand,
customer satisfaction etc. for the betterment of organization.

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 Acknowledgement

I Nikhil Ojha express my sincere thanks to my project guide, Mr. Hari singh Shekhawat,
marketing department, for guiding me right form the inception till the successful completion of
the project. I sincerely acknowledge her for extending their valuable guidance, support for
marketing Management, critical reviews of project and the report and above all the moral
support he had provided to me with all stages of this project.

I would also like to thanks the supporting staff and Nabi Hussain (Marketing Department), for
their help and cooperation throughout our project.

(Signature of Student)

Nikhil Ojha
MBA 3rd Semestar

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 EXECUTIVE SUMMARY

1) Title- Product & Marketing Process Analysis of WRMUL Product at Jodhpur Dairy and
consumer awareness towards SARAS Product line.

2) Company- SARAS Dairy (WRMUL)

3) objective-
1. To study the consumer’s behavior towards Saras products.
2. To study about Overall consumer satisfaction level.
3. To assess marketing analysis of WRMUL product at Jodhpur Dairy.

4) Research methodology -
Methodology - Exploratory and conclusive research.
Data collection- Purely primary data and secondary data included in the research
Sample size- 100
Sample area- Jodhpur city
Data collection instrument – survey was done through Structured Questionnaire and
Observation and Discussions.
Source of Data: - Primary source; House hold consumers of milk, retailer survey.
Secondary source; records, pamphlets, internet etc

5) Recommendation: -
Saras should follow an advertising strategy, which can improve the company’s image.
Lacking of institutional competitors can provide sustainable lead for the future.
Lot of exercise is required to promote the sales of flavored milk, lassi, curd and Paneer.
Pricing strategy in case of ghee and Shrikhand is required to reformulate.

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 Concept of home delivery should target to grab the overall competitive advantage.

CONTENTS

S.No. Particulars Page No

01. Introduction about Indian dairy 7

02. Introduction about Company 12

03. SARAS products 18

04. Research Methodology 32

05. Fact & Finding 40

06. Analysis and interpretation 41

07. SWOT analysis 52

08. Conclusion 54

09. Suggestions 56

10. Appendix 60

11. Bibliography 64

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CHAPTER- 1st

1) Introduction about Indian dairy industry

2) Introduction about company
3) Organization structure
4) SARAS Products
5) Processing system of SARAS Milk products

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 INTRODUCTION TO INDIAN DAIRIES

Lot of Indian people start day with tea & milk. Milk is an essential factor of our daily life. In India
milk business is very old business. Dairy business adopt modern concept in 1970 with the help
of National Dairy Develop Board through Operation Flood Plan. In first section of plan, ten
states were selected. In which Mother dairy was setup in Delhi, Mumbai, Chennai and Kolkata.

Our country is on first position in production of milk. But in filed per capita availability of milk is
almost 900 gm while in India it is almost 200 gm. The ideal average per capita availability of
milk should be at least 250 gm.

GENERAL REVIEW

• Indian Dairy emerging as sunrise industry and contributes significantly in generating

small and marginal farmers of rural India, besides providing food security.
• India is blessed with huge bovine population of 196 million cattle and 80 million
buffaloes accounting for 51% if Asia and 19% of world bovine population – the largest in
the World.
• Milk production in India has increased from 20 million tones to during 1970 to 77 million
in 1999 which accounts for 20% of the world’s milk production and stood first in the
world’s milk production and registering an annual growth rate of 5% per year.
• India’s dairy industry generates an annual business of nearly Rs. 88,000 Crore.
• Dairy sector provides regular employment to 9.8 million people in principal status and
8.6 million people in subsidiary status, which together constitute 5 percent of total work
force.
• The dairy infrastructure now comprises 23 states federation, 170 district milk unions and
around 1, 00,000 village cooperative societies; through which rural milk production and
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 procurement system have been effectively linked to urban markets consumption
centers.

• The industry’s growth potential is high as there is sufficient domestic demand and good
scope for exports of milk products.
• India is emerging as one of the largest and fastest growing consumers market in the
world with high-income elasticity of demand of dairy product. Indian dairying is energy-
efficient, labour intensive and ecological sound.
• Over 80% of milk sold in urban & semi urban areas is non-pasteurized from
unorganized sector. The overall market for liquid milk is growing 4 percent per annum.

HISTORY & PROGRESS

In olden days, the wealth was measured in number of cattle’s, and the cow was considered as
a sacred animal in India. It was worshipped as Goddess of fertility in other continental
countries. Event about 6000 years ago, the importance of milk as food was known. According
to the best authority, the domestication of the cattle was taken somewhere between 6000 to
10000 years B.C. Dairy Industry contributes constant side income to the farmers along with as
a chief source of food for human beings. Through scientific investigations, the nutritional value
of the milk and its products has been realized though their importance was realized even
earlier to 3000 B.C. The cow has formed as an efficient producer of human food than any other
animal consuming large amount of roughages that cannot be taken by the human beings and
converting into milk. Cow is also considered as essential for maintaining the fertility of the soil.
There are many changes in the dairy industry since 1850.

Modern creamery, ice cream, factory, condensed and dry milk plants have been developed
after the invention of cream separators fat testing apparatus, pasteurization, neutralization and
refrigeration etc.

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Regular shipment of milk for distant places, in special milk tanks, trucks has been possible to
transport milk in good condition. In refrigerated condition, ships were used to transport cream,
butter, cheese etc. to different long distant places including international market.

Bacteriological, chemical and nutritional researches on milk and milk products made the urban
people to use more in their diet. Improved livestock, scientific breeding along with modern
technique made the milk industry progress rapidly. Milk was utilized in the early periods for the
preparation of products rather than direct consumption. Concentration of milk production in
villages far off from urban areas, insufficient transport facilities, high temperature, high
percentage of humidity, lack of education to appreciate the modern advances in the technology
and too many milk producers are some of the causes of the poor condition of milk industry in
India.
FORMATION AND MANAGEMENT OF CO-POERATIVE SOCIETIES

Co-operatives societies can be formed under Indian Co-operative Act. The following conditions
are essential for formation of the society.

1. There must be at least minimum ten members

2. Every member should be adult or major.
3. The members should be resident of that village of the city, where society is setup.
4. All documents of co-operative societies should be submitted to the registrar of co-
operative society.

MANAGEMENT

The management of co-operative societies is based on democratic aspect. All members elect
a working committee that looks after the work of the society. The members are not paid salary.
Registrar of co-operative societies departments checks the accounts of society.

FACTORS REQUIRED BEFORE SETUP DAIRY BUSINESS

In the present age population growth rate are very high. Before setups own dairy business we
required some point to keeping mind:-

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 1) Take best training about dairy industry.
2) Choose best place.
3) Purchase best cattle.
4) Best cattle management etc.

BENEFITS FROM DAIRY INDUSTRY TO WESTERN RAJASTHAN

It is true any industry is the engines of growth in any economy. They are the job providers and
the technological innovators. Dairy industry of this area takes a form of independent industry
and through it’s those people gets benefits, which are the member of its industry directly or
indirectly.

DIRECT EFFECT:-
1. A farmer 50% of income earn by milk selling
2. Solving of economic problems of that area through provide employment to young
person.

INDIRECT EFFECT:-
1. Due to get A.I facility, cheap animal food farmer can increase of milk production.
2. People get more benefit due to no intermediaries.

OTHER BENEFITS
1. People get pour, fresh and pasteurized milk.
2. Provide employment to the transporters who are supplying milk to the society.

MARKETING OF MILK PRODUCTS

In marketing of milk products, the key managerial decision areas are following:-
1) How to frame the product mix?
2) How to structure the distribution channel?
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 3) How to manage the pricing?
4) How to design the promotion mix?

MARKETING MIX OF MILK

1) The product mix: - in product mix of milk, the important managerial decision areas are
following:-

a) Selection for cows or buffaloes: - the managerial decision areas to select the particular
quality of cows or buffaloes which providing milk in larger quality.
b) Breading to improve the quality: - for this purpose, producers should also consider and
quality of water and fodder available.
c) Yield of milk: - To bring improvement in the milk supply, it is essential that multi-faceted
arrangements are made, e.g. high quality, healthy water and so on.
d) Seasonal variation in production: - this variation in mainly affected by the incidence or
calving of milk animals during different months of the year.

2) The channel management or channel distribution:-

To be more specific the distribution of milk needs efficient personnel and fast transportation.
a) No communication gap between the milk production centers where and the milk
consumption centre.
b) Establishment of Co-operation nearer to milk production centers where the storage
facilities should be scientific and adequate.
c) The functionaries, producers, wholesalers and retailers should have a co-ordination.

3) The promotion mix:-

The advertisement of Anand, saras in almost all leading journals, newspaper and magazines.
In addition, the also display their advertisement through radios, TV’s and other devices. Of late

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the milk products like chocolates, skimmed milk, cheese etc offer gifts, off price and premium
facilities so as to attract the prospects and benefit the functionaries.

INTRODUCTION OF SARAS DAIRY

SARAS Dairy as a “co-operation organization”

Co-operation means mutual working. It is based on principle “each for all and all for each”. In
other words it is an organization of weaker section to face exploitation of rich persons. In other
words co-operative forms of organization are an association of persons where by people of
ordinary means joint voluntarily to protect their economic and social interests. Thus it is a
protective mean adopted by such persons. The aim of this movement is service and
reasonable profits.

Introduction - The “Feeder Balancing Dairy” Jodhpur is located on the out skirts of Jodhpur
city in Heavy Industrial Area. A uniform piece of 25 acres of land has got road on its front side
two sides of this piece of land are free and at the back long way away is “Central Arid Zone”.

Paschimi Rajasthan Dugdh Utpadak Sahkari Sangh, Jodhpur PRDUSS) was established in the
year 1972, under the Operation Flood Programmed funds from D.P.A.P. were utilized for the
construction of plant at Jodhpur, and later on establish various chilling centers. Initially five
districts of Jodhpur, Pali, Jaisalmer, Barmer and Nagaur were included under PRDUSS. But
Pali was hived off later and was made into an independent union.

Under Jodhpur Union the production of milk is one lack liter per day while consumption of milk
is 73 thousand liters per day. The excess of milk (60 thousand liters) is send to the central
dairy Delhi and Gujarat. At present 485 co-operative societies and 347- milk collection centre

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are functioning where average production of milk is one lack thirty three thousand liters coming
in Jodhpur dairy through 53,198 milk production’s.

Through increase milk production can fight with famine. Many district of Marwar faces with
famine in every year but through increase in mil production they do earn money and get relief
from famine. There is only source of earning money is in agriculture field and no other source
available so Farmer earn money by selling of milk to DCS. They get payment in cash or bank
account after ten days.

According to dairy officers whenever falling famine in western Rajasthan, in dairy collection of
milk increase. During the famine in Barmer & Jaisalmer district the collection of milk is increase
45,000 liter. In the last year, December the total collection of milk was 72,000 liter while this
year it is reached 1, 17,000 liter. Dairy provides animal food at cheap rate for maximum
production of milk. In Barmer & Jaisalmer village almost 24 bulk cooler through this the
problem of farmer is eliminate. Whenever dairy vehicles reach late, milk keep in these bulk
cooler.

In the year November, 2005 after setup new milk centre at Bilara, the collection of milk was
between 30 to 40 thousand liters.

OBJECTIVE:-

To improve the social and financial status of milk producers

1) To organizing dairy cooperative societies and producers marketable surplus milk.

2) To undertake training and awareness programmed against milk producers.
3) Market of quality processed milk and milk products to the consumers.

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DAIRY COOPERATIVES

1. THREE TIER STRUCTURE:

The dairy co-operative movement operates on three tier system where in farmer member
own dairy co-operative societies (DCS) which own district milk producer’s union. The
unions collectively own the RCDF. It is a vertically integrated structure that establishes a
direct linkage between those who produce the milk and those consume it.
Federation – it provides service & support to unions. Marketing within & outside state, and
It facilitates mobilization of resources & coordinating & planning projects.

2. MILK UNION– Develops village milk cooperative network, procures milk from DCS,
processes& markets. Sale of cattle feed and related inputs, promotion of cross breeding
through AI & NS, promotion of fodder development and general support & supervision
to DCS.
DCS – provides input service (AI &AH) to its members and procurement of milk.

FEDERATION

UNION UNION UNION

DCS DCS DCS DCS

DCS DCS DCS

DCS DCS
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 DCS

ORGANIZATION STRUCTURE

Organization is the structural framework of duties and responsibilities required of personal in

performing various functions within the company. It is essentially a blue-print for action
resulting in a mechanism for carrying out functions to achieve the goals setup by the company.

An organization structure shows the authority and responsibility relationship between various
positions in the organization and also clarifies who reports to whom. It is a set of planned
relationships between groups of related functions and between physical factors and personnel
required for the achievement of organizational goals.

The organization structure is generally shown on organization chart. It represent authority

relationship between various positions in the organization by showing who reports to who me.
It is a set of planned relationships between groups of related junctions and between physical
factors and personnel required for the achievement of organizational goals.

An organizational chart is a diagrammatical form which shows important aspects of an

organization including the major functions and their respective relationship. It is graphic
portrayal of positions in the enterprise and of the formal line of accountability among them. It
provides a bird eye-view of the relationship between different departments or division of an
enterprise as well as the relationship between the executives and the subordinates at various
levels.

An organization cannot work cutting without a detents structure. The first step in designing the
structure of an organization is to insetting and group the activities involved, which’s expressed

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as departmentation, because of the intimate connection between the felonry over time and
cost accounts it is necessary before consider the letter in details to deal.

In Paschimi Rajasthan Dugdh Utpadak Sahakari Sangh Ltd. The over all management of these
cones is under the control of the managing director Mr. R.K. Sangwa. The organization
structure chart of this concern is given as under.

Managing Director –
The Managing Director (M.D.) is the key person of the company he gives all the information to
direction of tech, Darnel of administration and directors of works.

Purchase Officer –
Purchase officer is in charge of purchase section who is assisted by two assistants. They
collect information regarding price movement in different markets for each important market
they have appointed a buying agent who is authorized in advance to intake the purchase as
and whom profited and to supply regularly to profitable and to supply regularly to the factory on
the prevailing terms.

Sales Manager –
Sales managers are lineage of sales section of marketing and discharge his duties with the
help other assistant sales manager, two salesmen. Their work is delivering the finished
products to the market.

Store in Charge –
Stores in charge gives the information to purchase and sales section as regards to how many
quantity of raw material (raw milk) is lying in balance in stores and how many quantities of
finished goods (milk & milk products) are in stores.

Personnel Manager –
He is the in charge of personnel department, who is maintaining the records about costing,
financial, and also assets and liabilities.

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Accounts Officer –
Accounts officer is the head of the account department, who is maintain the records about
costing financial, and also assets and liabilities.

MARKETING HIERARCHY

MANAGING DIRECTOR

MARKETING HEAD

ASST. MARKETING HEAD

ASST. DAIRY CHEMIST

ROUTE SUPERVISER

CITY SUPPLY CONTRACTOR

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BOOTH HOLDERS

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 SARAS PRODUCT

Fresh Milk
Toned
Standard
Full Cream
Skimmed
Cow Milk

Fresh Milk Products

Chaach
Lassi
Dahi
Paneer
Shrikhand
Ice cream
Flavored milk
Mawa

Long Shelf Life Milk Tetra Pack

Cow
Toned

Long Shelf Life Milk Products

Ghee
Cow Ghee
Table Butter
Cheese
Dairy Whitener
White Butter
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 DETAIL OF SARAS PRODUCT

A) FRESH MILK
DOUBLE TONED MILK (DTM)
Composition:
Fat % (Min.): 1.5
SNF % (Min.): 9.0
Pack Size: 200 ml, 1/2 & 1 Liter.
Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.

TONED MILK (TM)

Composition:
Fat % (Min.): 3.0
SNF % (Min.): 8.
Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.

STANDARD MILK
Composition:
Fat % (Min.): 4.5
SNF % (Min.): 8.5
Pack Size: 1/2 & 1 Liter.
Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.

FULL CREAM MILK

Composition:
Fat % (Min.): 6.0
SNF % (Min.): 9.0
Pack Size: 1/2, 1 Liter.
Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC

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SKIMMED MILK
Composition:
Fat % (Max.): 0.5, SNF % (Min.): 8.7
Pack Size: 1/2 & 1 Liter.
Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.

COW MILK
Composition:
Fat % (Min.): 3.5, SNF % (Min.): 8.5
Pack Size: 1/2 & 1 Liter.
Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC.

B) LONG SHELF LIFE MILK-TETRA PACK

COW MILK
Composition:
Fat % (Min.): 3.5, SNF % (Min.): 8.5
Pack Size: 1/2 and 1 Liter.
Shelf-Life / Best Before: 120 days
Needs no Refrigeration unless opened.

TONED MILK
TAAZA
Composition:
Fat %: 3.0, SNF %: 8.5
Pack Size: 1 Liter.
Shelf-Life / Best Before: 120 Days
Needs no Refrigeration unless opened.

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C) FRESH MILK PRODUCTS
CHAACH
Composition:
Fat % (Min.) : 2.0
Acidity% (Max.): 0.45
Salt : 0.75
T.S. % : 6-7%
Pack Size: 250 ml, 500 ml, 1 Liter Pouch.
Shelf-Life / Best Before: 7 days from date of packaging when stored under refrigeration below
8 oC.

LASSI
Composition:
Fat % (Min.) : 2.0
Acidity% (Max.): 0.5
Added Sugar : 8-10 %
T.S. % : 16-17%
Pack Size: 250 ml. polypack.
Shelf-Life / Best Before: 7days from date of packing when stored under refrigeration below
8oC.

DAHI
Composition:
FAT% (Min.): 3.0
SNF% (Min.): 8.5
Pack Size: 200gm. cups.
Shelf-Life / Best Before: 7 days from date of packing when stored under refrigeration below
8oC.

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PANEER
Composition:
FAT %: 50 on dry matters
Moisture% (Max.): 60
Packing Size: 200 gram (Vacuum Packed)
Shelf-Life / Best Before: 15 days from the date of packing below 8 oC.

SHRIKHAND
Composition:
FAT% (Min.): 6.0
Acidity % (Max.): 1
Added sugar % (Max.): 70% on dry matter basis.
Pack Size: 100 & 500 gms.
Flavors: Elaichi & Kesar Pista.
Shelf-Life / Best Before: Best before 15 days from the date of packing when stored below 8 oC.

SPECIFICATION FOR ICE CREAM

Fat % 12.0±0.5%(Min 10.0%)
% Protein( Min) 3.5%
% TS( Min.) 36.0%
Shelf life/Best before 6 months from the date of Packaging
when stored below -20°C.

SPECIFICATION FOR CANNED RASGULLA

Moisture% by Wt.Max 55.0%
Fat % by Wt. Min. 5.0
Proteins, % Wt. Min. 5.0
Shelf life/Best before 6 months from the date of Packaging
when stored under cool and dry place.
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FLAVOURED MILK
Composition:
FAT% (Min.): 1.5, SNF % (Min.): 9.0
Added sugar and permitted flavors.
Pack Size: 200 ml. bottle & Tetra Pak.
Flavors: Elaichi, Coffee, Straw Berry & Chocolate.
Shelf-Life / Best Before: 3 months from the date of packing.

MAWA
Composition:
Fat %: 30 on dry matter basis, Moisture% (Max.): 30-35
Pack Size: 200 gm.
Shelf-Life / Best Before: 20 days from the date of packing when stored below 8 oC.

D) LONG SHELF LIFE PRODUCTS

GHEE
Composition:
Moisture% (Max.): 0.3, FFA % (Max.): 0.3
Pack Size: 1/2 & 1 Liter Poly pack in duplex
Board carton. 1 Liter & 15 Kg. in tin.
Shelf-Life / Best Before: 9 Months from date of packing for tin, 6 months for poly pack.

COW GHEE
Composition:
Moisture% (Max.) : 0.3, FFA % (Max.) : 0.3
Meets Agmark Standards.
Pack Size: 1 Liter Polypack in duplex board carton
Shelf-Life / Best Before: 6 Months from date of packing.
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TABLE BUTTER
Composition:
Fat % (Min.): 80.0, Moisture % (Max.): 16
Salt: 2.3 + - .02%, Curd% (Max.): 1.0
Meets Agmark Standards.
Pack Size: 100, 500gm.
Shelf-Life / Best Before: 12 Months from date of packaging when stored under refrigeration
below -20 C.

SKIMMED MILK POWER

Composition:
Fat % (Max.): 1.25, Moisture% (Max.): 3.5
Meets ISI Standards.
Pack Size: 1kg. Polypack, 25 kg. K.P. Bags.
Shelf-Life / Best Before: 12 Months from date of packing.

WHOLE MILK POWER

Composition:
Fat % (Min.): 26, Moisture% (Max.): 3
Meets ISI Standards.
Pack Size: 10 kg. Tin under nitrogen gas packing.
Shelf-Life / Best Before: 12 Months from date of packing.

CHEESE
Composition:
Fat % (Min.): 40 on dry matter basis.
Moisture% (Max.): 47, added Salts (Max.): 2.5
Pack Size: 400 gms. in metal cans.
Shelf-Life / Best Before: 12 Months from date of packing under refrigeration at 4 oC.
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DAIRY WHITENER
Composition:
Fat % (Min.): 20, Moisture% (Max.): 3.0
Meets ISI Standards.
Pack Size: 10 kg. Tin under nitrogen gas packing.
Shelf-Life / Best Before: 12 Months from date of packing.

WHITE BUTTER
Composition:
Fat % (Min.): 83
Curd% (Max.): 1.0Meets Agmark Standards.
Pack Size: 500gm. duplex board carton.
20 kg. Blocks.
Shelf-Life / Best Before: 6 Months from date of packaging when stored under refrigeration
below -20 C.

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 PROCESSING SYSTEM OF SARAS MILK PRODUCTS

PROCESSING OF MILK

Initially for the processing of milk, milk is brought into the “Process Plant” from the dock
through the milk pipe. There is a motor situated outside from which through a pipe milk is filled
in eight tanks situated on the 2nd floor. The capacity of each tank is 12,000 liters. These are
insulated tanks and are used to chill the storage of milk. Then the quantity required of the milk
in the storage is supplied to the process plant through the pipe. That pipes are directly
connected to the chillers. The milk comes into the chillers from the insulated tanks. There are
green pipes connected above it and the chilled water keeps on flowing in them. That chilled
water directly comes into the chiller and also the milk comes into the chiller through the milk
pipe. So, the milk is chilled in that chiller and then heated in a separate small tank situated next
to the chiller. After getting heated of the milk it is supplied to the pasteurization machine
through the pipe where the heated milk is chilled and heated again. After then it is supplied to
separator. There are three connected separators. One of them is turned on and if there is more
quantity of the milk, all the three are turned on. The cream is medium size tank and from there
it is heated in a small size tank. From that tank the milk is filled in the two tanks situated next to
it and lastly supplied outside the process plant through the pipeline by the motor for making
butter, paneer & shrikhand.

MIXING OF POWDER MILK

Typically, the powder milk is said Dry Milk. The milk remains after exploiting the cream is
poured into the balance tank. The SNF and FAT etc. of this milk is comparatively less. So, his
SNF and FAT are leveled by mixing the milk powder and then it is send back into the eight
insulated tanks of the IInd floor.

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There was a powder making plant in the Jodhpur Dairy before sometime but it failed due to
some reasons. So, this Dry powder is imported from the Jaipur Dairy or Mother Dairy or Amul
Dairy as needed.

WHAT IS CREAM?
Cream is a fatty portion of milk having concentration of fat. It can be separated either by gravity
method or centrifugal force. Gravity method, shallow pan method, deep setting method are
other methods for the cream extraction.
 The shallow Pan Method
 The Deep Setting Method
 Centrifugal Method

PASTERUISATION OF CREAM
The pasteurization of cream is done to increases the keeping quality of the butter, to destroy
all Bacteria, mould and Enzymes like (Lipase) and to complete the neutralization effect. It is
done at a higher temperature, which is 70° C to 72° C in batch or holding method and 75° C to
80° C in H.T.S.T. method. By pasteurization of the cream, the volatile off flavors can be
removed.

BUTTER MAKING
Butter is fatty substance containing more butter fat in a continuous phase in fatty substances
such as water, salt, curds etc. in dispersed condition. It can be made either fro milk or cream.
Legally it should not have less than 80% fat. Table butter may contain 2% to 2.5% common
salt. It may or may not have any artificial colours.
Butter can be of many types like – Desi Butter, Farm Butter & Factory Butter etc. The process
involved in manufacture of creamery butter is following:-
1. Separation of Cream from the Milk
2. Selection of Cream
3. Neutralization or Pasteurization of Cream
4. Cream Ripening
5. Ageing and finally making printing and Marketing of Butter.
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GHEE MAKING PROCESS

The Ghee making process starts from the Butter Churn. The butter is supplied to the Ghee
making room through the trolleys and it is heated in two big tanks through the steam. Then the
processed substance is heated at 40° C in the three Gattles (Tanks) situated on the stands
towards above one by one. After getting filtered the residue remains, is thrown. Then this
mixture-cum-hot ghee is poured into the two (Haupers) tanks and there it is left for some time
for being it cooled. There is a layer for holding the cool water which cools the hot ghee. And
this cooled ghee is supplied to a tanks through the filtering pipe, and from the next tank it is
supplied to a further next tank thought the filtering pipe. And from that tank it is supplied to the
packing room through the pipes. It is collected there in a Big Tank. From that tank the 15 Kg.
tins are filled, balanced and packed through the steal seal. Then it is sealed with the seal of
“AGMARK” of Indian Government and sends away for storing and selling. There is two ways
for making ghee – one, making ghee from cream and second, making ghee from butter.

PANEER MAKING PROCESS

Paneer is made by Toned Milk. In a big Tank, milk is poured from Insulated Storage Tanks by
pipe line. From this tank, two Cans are filled with milk. After it, he milk in two cans is divided
into three cans and boiled by steam road at 90° C. And after it, the boiled milk of cans is
poured in a big open utensil and some Citric Acid was added in it and shook well. After this,
the milk is torn and the wastage water is thrown by tape and the torn milk cream is poured in
the Box and covered by white delicate coth and pressed by Vacuum Compress Machine so
that the cram may come in shape. After this, this Paneer piece is cut in three pieces and put in
cold water. And after some time, these pieces are taken out from the cold water and sent for
packing.

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SHRIKHAND MAKING PROCESS

To make shrikhand, some preliminary activities are done. First of all, curd is poured in the
white delicate cloth and tied. After this, this cloth with curd is hanged at a high place and left for
12-14 hours. By this, all the water in the curd, fall on the floor. And this creamy curd is put into
the utensil and half of it; sugar is added in it and some Essence is added for particular aroma
and shook it will till sugar is not melt. This way the Shrikhand is made.

LASSIE MAKING PROCESS

First of all, we need curd for making lassie. There is a big machine fro making lassie. This
machine is called “Lassie making Machine”. There is tank on this machine, the mixture of curd,
sugar, essence, flavour and water is poured in it and this machine automatically shakes this
mixture. This well shacked mixture is called Lassie. The role of polythene is fixed behind the
machine; it automatically takes the polythene for packing chhach. And particular Gms. that
have been set for filling, this machine automatically packs and throws the pack outside.

CHHACH MAKING PROCESS

First of all, we need curd for making chhach. There is a big machine for making chhach. This
machine is called “Chhach making Machine”. There is tank on this machine, the mixture of
curd, sugar and water is poured in it and this machine automatically shakes this mixture. This
well shacked mixture is called Chhach. For making “Namkeen Chhach” some salt is added into
this mixture and same process for making it. The role of polythene is fixed behind the machine;
it automatically takes the polythene for packing chhach. And particular Gms that have been set
for filling, this machine automatically packs and throws the pack outside.

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DAHI (CURD) MAKING PROCESS

First of all, a can of milk is taken. For making Dahi (Curd), tone milk is used. And some
percentage of Curd is added in this milk can. And this mixture is poured into pouch of 200
Gms. And sealed by “Vacuum sealing machine” and put into a duple board of carton. And this
carton is put into the heat room. The temperature of this room is 37°C. At his temperature, the
bacteria which are liable for making Dahi (Curd), grows more and this way Dahi (Curd) is made
fast & in easier way. In this room, there is a special arrangement of Filaments Rods and
Position of a Fan to make the temperature of this room 37° C.

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 CHAPTER- 2nd

RESEARCH METHODOLOGY

1. Title of the Study

2. Duration of the Project

3. Objective of Study

4. Type of Research

5. Sample Size and method of selecting sample

6. Scope of Study

7. Limitation of Study

RESEARCH METHODOLOGY

Research methodology is a systematic way, which consists of series of action or steps

necessary to effectively carry out research and the desired sequencing of these steps. The

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marketing research is a process of involves a number of interrelated activities which overlap and
do rigidly follow a particular sequence. It consists of the following steps:

1. Formulating the objectives of the study

2. Designing the methods of data collection
3. Selecting sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings

Objective of the study

Research design

Sample design

Data collection

Data analysis

Reporting of findings

1) Project Title:-
A project Study Report on “Product & Marketing Process Analysis of WRMUL Product at
Jodhpur Dairy and consumer awareness towards SARAS Product line”
34 | P a g e
2) Objective of Study:-

 To study the consumer’s behavior towards SARAS products.

 To study about Overall consumer satisfaction level.
 To assess marketing analysis of WRMUL product at Jodhpur Dairy

3) Duration of the study: - 45 Days

4) Type of Research: - Exploratory and conclusive research.

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to

classify marketing research on the basis of the fundamental objectives of the research.
Consideration of the different types, their applicability, their strengths, and their weakness will
help the student to select the type best suited to a specific problem.

The two general types of research are:

Exploratory research

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.

Marketing researches devote a significant portion of their work on exploratory studies when
very little is known about the problem being examined.

Conclusive research

Conclusive studies attempts to determine the frequency with which something occurs or the
relationship between two phenomenons. Usually conclusive studies assume certain under

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underlying characteristics of the market or have some precise statement of research
questions/hypothesis.

5) Sample size, method of selecting sample and Data collection: -

Sample Size- 160 (consumers and Retailers)

Sample Area- Jodhpur city
Sampling Method- Non probability and convenience sampling method
Sample Unit - People who buy SARAS products in retail outlets, booths, parlors etc
Data collection instrument – survey was done through Structured Questionnaire.
Area of survey - JODHPUR District
Timing of survey - 9.00 am to 12.30 pm and 5.00 pm to 8.00 pm
Source of Data: - Primary source; House hold consumers of milk, retailer survey.
Secondary source; records, pamphlets, internet etc

SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole population. The
sample design used in this project is two state sampling i.e. Cluster and convenience. In the
probability sampling methods, each items in the sample is chosen one at a time from a
complete list of universe elements. In marketing research practice, it will sometimes be more
expedient to select clusters or groups of universe elements, rather than to choose sample
items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than
individually -- are called cluster-sampling methods. They are widely used in the sampling of
human populations. When no complete universe listing exists, a type of sampling is called area
sampling may be the only practically feasible form of probability sampling.
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SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole population. The
sample design used in this project is two state sampling i.e. cluster sampling and convenience
sampling. The whole city was divided into some geographical areas and I have chosen
Mandor, jalori gate. Nagori gate, Railway station, Sardarpura etc. . . . The total sample size
was 160.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number of
consumers were to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according to
convenience. I visited Garden, Parks, Temple, Superstores and Theatres.

Sources of information:-

a) Primary Data: - Primary data’s are those which are gathered specially for the project at
hand, directly – e.g. through questionnaires & interviews. Primary data sources include
company salesman, middleman, consumers, buyers, trade association’s executives & other
businessman & even competitors.

b) Secondary Data: - These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records, government

37 | P a g e
publication, reports & publication, reports & journals, trade, professional and business
associations publications & reports.

Methods for collecting data: - If it is found that the secondary data cannot be of much
use, collection of primary data become necessary. Three widely used methods of gathering
primary data are

A) Survey Method: - In this method, information gathered directly from individual respondents,
either through personal interviews or through mail questionnaires or telephone interviews.

B) Observation Method: - The research data are gathered through observing and recording
their actions in a marketing situation. This technique is highly accurate. It is rather an
expensive technique.

C) Experimental Method: - This method involves carrying out a small scale trial solution to a
problem, while at the same time, attempting to control all factors relevant to the problem. The
main assumption here is that the test conditions are essentially the same as those that will be
encountered later when conclusions derived from the experiment are applied to a broader
marketing area.

D) The Panel Research: - In this technique the same group of respondents is contacted for
more then one occasion; and the information obtained to find out if there has been any in their
taste demand or they want any special quality, color, size, packing in the product.

6) Scope of Study - The study was carried out in the Jodhpur for WRMUL products.

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7) Limitation of the study:-

• Unwillingness of respondent to provide information.

• Inability of respondent to provide.
• Success and effectiveness mainly depends on the co-operation of the respondents.
• Non-response rate is very high.
• Cost constraint
• Time consumption.

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CHAPTER- 3rd

1. Fact and Finding

2. Analysis and interpretation

3. Analysis of survey

4. SWOT Analysis

5. Conclusion

6. Recommendations and suggestions

7. Bibliography

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 FACT & FINDINGS

The promotional effort by unions is satisfactory but union should promote the different variants
and there is need to educate consumer about various SARAS products.

There are many places where the parlor and booths are not available for saras products such
as Mawa, Shrikhand, Paneer, lassi etc.

Except milk & ghee not so much people are aware of SARAS Product-line.

The replacement policy of leaked pack and un fresh products is not properly in place. It takes
little more time to settle the claim.

Low profit margin for retailers and agents on some SARAS products. so Due to low margin
retailers are losing interest in promoting SARAS products.

There are not proper no. booths and parlors available at prime location for purchasing SARAS
Products to consumers.

Awareness and uses of SARAS products is very low. They don’t know about right variants of
milk and its product and it merits.

Many people use local products because of low, reasonable price and freshness. SARAS
products is very highly priced.

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 ANALYSIS AND INTERPRETATION
&
DATA REPRESENTATION

A. Consumer satisfaction Level in Milk and Milk Products

Q. NO (1) - Milk purchased from?

23%
29%

17%

31%

saras dholwalas milk mandi shops

Key findings and suggestions– Total milk consumption in Jodhpur urban is approx 4 lac
Liters. Out of which Saras is sharing only 29 % market share. So, it is suggested that to
increase the market share we should make sound interventions in supply chain management
i.e. direct delivery to consumer to grab the share of dholwalas. Strategies against growing
share of milk mandi i.e. chowta and local shops must be formulate to gain the competitive
advantage.

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Q. NO. (2) – Packets preferred

9%

37% 54%

standard toned gold

Key findings and suggestions: - As standard is in commanding position, but we have to

increase the sell of gold, which lays highest margins among all the categories. Gold contains
maximum fats and targeting affluent segment of society.

Q. NO- (3) – Average quantity purchased per month?

16% 21%

22%

41%

25 ltrs 50 ltrs 75 ltrs 100 ltrs

Key findings and suggestions: - Most of the consumers and families are consuming 50 liters
of milk per month. So it is suggested that we should persuade them to increase the
consumption of milk by informing the value and new use of the milk in daily life. Consumers,
which are purchasing below 50 liters per month, should be emphasizing while message is
communicated. Advertising is required to make them buy more quantity of milk.

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Q. NO- (4) if you are a Saras customer.

(A) Are you getting the required supply from Saras?

11%

89%

Yes no

Key findings and suggestions – Most of the consumers are satisfied with quantity served, so
no more measures required to make changes.

(B) Are you getting the milk and its products timely?

35%

65%

Yes no

Key findings and suggestions – Booths located in remote areas of Jodhpur are not getting
the milk timely, so we have to increase the number of vans to send the milk at desired places
within given frame of time.

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(c) Do you find Saras booth and parlors is convenient to approach for SARAS products?

23%

77%

Yes no

Key findings and suggestions – 23 % people who are facing this problem will be definitely
satisfied in near future with the proposed plan of department to launch 100 new booths in
different parts of city.

(D) Do you find milk of Saras is fresh and hygienic against the exposed?

31%

69%

Yes no

Key findings and suggestions – 69% is a par value of satisfaction, but people find milk of
chouhata is fresh that brings a negative frame of mind regarding cold milk. So, we have to
create a healthy communication regarding our products to erase the image of cold milk from
mindsets of those consumers.

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Q NO. (5)- Quality of milk and saras milk products?

(A) Do you find milk and its products fresh?

31%

69%

Yes no

(B) Do you find milk and its products tastier?

26%

74%

Yes no

Key findings and suggestions – Taste is a matter of individual specific ness, so we don’t
really require here more interventions in product ingredients.

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(C) Do you find price set up for milk packets are reasonable against other milk sources in
Jodhpur?

42%
58%

Yes no

Key findings and suggestions – As competitors pricing purely depends upon demand and
supply of milk during the different seasons of the year. So 42 % people were arguing against
the same price all through the year, conveying that they should charge less in winters, when
supply of milk is highest and demand is comparatively low.

Pricing strategies can be reformulated to oppose the consumer grievances.

Q. NO. (6) – Home delivery services satisfaction.

(A) Are you satisfied with home delivery service?

39%

61%

Yes no

Key findings and suggestions – Service vans and channel of distributions are not
satisfactory, i.e. most of the people are unsatisfied and hence rescheduling of home delivery is
required to install.

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Q. NO. (7) – Do you find packing and labeling safe and attractive of WARMUL (SARAS)
Products?

27%

73%

Yes no

Key findings and suggestions – No more interventions are required in packing and labeling
is required, because it is quite safe.

Q. NO. (8) Market Share of Milk Product

Every people may use of milk product in his daily routine. But every people mat not being
using each product of milk depending on its utility and other factor. The utilities of each product
are different for each people. The various factors, which affect the market share of milk
product, are rate, availability of product, purchasing capacity etc. The graph below gives the
market share of the milk product.

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Q. No. (9) Working on consumers complaints

The listening of complaints from consumers regarding products about quality, freshness, price
etc. is neglected.

40%
yes
No
60%

Q. No. (10) Reason for not buying SARAS products

The graph shows that 21% respondents showed the problem of price. 33% showed that they
have not knowledge about variant types of products, respondents have knowledge only about
milk, ghee and 46% respondents give the reason for not buying product is non availability of
saras parlors for mawa, paneer, lassi etc.

21%
Price
46%
Not Knowlegle
Not availability
33%

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Q. No (11) awareness about different type of variant and its merits of SARAS Milk and
its products.

10%

40% aware
unaware
can't say
50%

Q. No. (12) Experience and Satisfaction level with SARAS Products:-

The graph shows that 26% of SARAS products buyers showed full commitment with saras
products. 24% users expressed satisfaction and 50% say that improvement is needed.

Good
26%

satisfactory
50%

24% improvement
needed

Q. No. (13) Distribution channel members are satisfied with company?

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 40%
yes
No
60%

Fact and finding- The agent and distributors have basic problem with regards to very low
margins offered by SARAS as compared to other brands. This fact is also deterring the
marketing efforts and is also luring the agents to other mild brands. The replacement policy
of leaked pack is not properly in place. It takes little more time to settle the claim.

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 ANALYSIS OF SURVEY

Market for Dairy Industry is captive, as people will never stop using Dairy products. In addition,
the market for Dairy products will keep on increase will the increase of awareness in the
people. Increase in adulterated material is showing a new path to the large scale dairy
Industry. It also gives a huge employment to many unemployed. The main positive point for the
Dairy industry is huge turnover and return with low investment.

The Industry should also keep an eye on the Fake products produced by the company’s
name. Company should also see that their products are not sold beyond M.R.P.

During the last few years the Dairy scenario has undergone a diversify change. Due to entry of
other competitors, it has become necessary for saras to frame new strategies that enable them
to survive & thrive in the long run. The whole concentration has thus shifted to ensure the
customer services with maximum satisfaction of the customers.

Customer service in dairy sector refers to the satisfaction of needs of the customers at the right
time as per their requirements. The quality of customer service directly affects customers’
patronage, as these companies are basically sellers of public utility services. Success or failure
of these companies therefore, depends on the quality & the range of services offered to the
customers.

This research study has attempted to assess the customer feedback to identify the gaps,
which are yet to be filled. This chapter covers exclusively the analysis of survey results.

52 | P a g e
 SWOT ANALYSIS

In any organization, strength and weakness indicate the capability and preparedness of the
organization to respond the business opportunities likely to be available in the environment
and the extent to which it is able to use its strength to neutralize the treats.

STRENGTHS
 Provide quality products with consumer satisfaction
 Organization sells his product directly to the industrial users.
 Improves the quality of a product and service continuously.
 Quality and accuracy is the main strength.
 Organization's productivity is too high
 Product planning
 Availability of trained manpower
 Product Planning
 Storage Facility
 Good procurement base
 Established infrastructure

WEAKNESS
 High overheads
 Work force with low skill levels
 Company does not make the public relation by giving sponsorship, seminars, speeches
and company magazines.
 Company is not upgrading its website regularly.
 Company does not introduce new product line.
 Inadequate coverage of markets.
 No sales promotion.
 Lack of Transport facility.
53 | P a g e
OPPORTUNITIES

 Covering maximum market in Rajasthan

 Company advertises its product on internet.
 Market research, inspection and development
 Using the standard weights, grade and standardization.
 Growing health consciousness among consumers.
 Vast untapped market potential..
 Growing health consciousness among consumers.

THREATS

 Low entry barriers

 Flexible competitors
 Employee turnover
 Competition in market
 Quality of raw materials
 Threats by local supplier's viz. chohata.sanskar, and by other milk company.

54 | P a g e
 CONCLUSION

Saras dairy is competing successful in the domestic market and has mastered the ability to
absorb state of the art technology. It has dedicated R&D and the relating labs to focus. The
organization has made a name for it and is highly respected for its quest for quality in quantity.
Continuous up gradation of technology and training of marketing, with regular marketing
strategies of its organization has helped the organization to be amongst the best.

The project marketing strategies of milk products with special reference to Saras Dairy in
Jaipur has been undertaken during the training period gave an opportunity to study the system
in detail and have an insight into the organizations marketing. The organization has a very well
thought out organizational structure, streamlined procedure and well-motivated workforce. A lot
of attention has been paid to the marketing department and ethos of the workforce. The
objectives are very clear and unambiguous. The motivation levels very high and everyone
seemed to be highly satisfied with marketing strategies as well as the attitude of the
management.

Another factor that emerged during the training was that the organizational relation existing in
this organization is very healthy and there is no single dispute pending between the
management and employee.

The "Quality Policy" of this enterprise is the core factor of the organization. As is evidence from
the objective laid down by the organization it believes in development of good people, good
techniques, and good environment. The carport's philosophy- "To be the best and quest for
quality in quantity" has been very evident in each and every aspect of functioning of the dairy.
It was very heartening to see that there is absolutely no compromise on the quality aspect and
rejected lots of the produce were discarded out rightly.

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The above factors put together with the hard and efficient work of employees, have laid Saras
dairy is poised to conquer more heights and remain firmly where it always has been right at the
top.

Following points after analyzing the market under the conclusion:-

 Awareness of some of the SARAS products like Milk, Ghee, shrikhand, butter, chhach
lassi is high while some of the products like Paneer and Flavored Milk is very low.
 Most of the consumers prefer milk, ghee and shrikhand of SARAS Brand.
 Awareness and Uses of flavored Milk is very Low.
 Many people use local products because of low, reasonable price and freshness.
 Goodwill of SARAS brand is at higher state but Brand Image of AMUL is high in the
mindset of consumers

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 RECOMMANDATION AND SUGGESTIONS

 The promotional effort by unions is satisfactory but union should promote the different

variants and there is need to educate consumer about various SARAS products.

 Different strategies should be adopted by organization to change the mind setup of the

consumer.

 Strict action towards duplicate and un-fresh products should be taken.

 No. Of booth should be increased and appointing more distributors, opening more parlor

at prime location.

 Quality of Butter, shrikhand and Paneer should be improved.

 Price plays very important role in purchasing habit so it should be reduced as much as

possible. (Price of SARAS Ghee is very high).

 Awareness should be increased through advertisement because except milk/ghee not

so much people are aware of SARAS Product-line.

 Launching promotional campaign trough newspapers, T.V, wall painting etc. focusing
specific attributes such as Purity and quality of SARAS milk, Consistent supply and
hygienic quality, Competitively price (value for money), Safe and healthy to drink etc.
 Introduce new products in SARAS product line to compete with competitors like ice

creams, chocolates, juices, Biscuits, sweets etc. is essential.

 Revise profit margins should be done for Distribution channels members and retailers

so they can promote the WRMUL products.

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 Suggestion According to Four P’s

1. Saras Ice cream advertisement should be large scale of T.V, Radio, Newspapers etc.
2. Quality of Ice cream should be increase with planning.
3. Improvement in Taste, Range, Quality etc
4. Ice cream should take place of every place like Saras both, shops, and other important
places.
5. Saras Co-operative company should be go through like newspapers, T.V Channels,
Magazines, rickshaws, hoardings, internet and many places.

Suggestions for Success

Robust Supply Chain

The vast and complex supply chain Hierarchical network of cooperatives Stretches from small
suppliers to large fragmented markets.

Low Cost Strategy

Amul adopted a low-cost price strategy to make its products affordable and attractive to
consumers by guaranteeing them value for money

Diverse Product Mix

SARAS Butter, Milk Powder, Ghee, Cheese, Mawa, Shrikhand, Ice cream, Milk etc

Strong Distribution Network

SARAS products are available in over 1200 retail outlets (Booths & parlors) across Jodhpur
and company should appoint more & more Booths and parlors at Prime location.

Technology and e-initiatives

New products
Process technology

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 THE MARKETING STRATEGY IN FUTURE

Business today faces three major challenges and opportunities: globalization advantages in
technology and deregulation.

Effective marketing can take many forms - it can been entrepreneurial, formulated, or
entrepreneurial and markets are involved in marketing many types of entities: goods, services,
experiences, events, persons, places, properties, organizations, information, and ideas.
Marketers are skilled at managing demand: they seek to influence the level, timing, and
composition of demand. To do this, they face a host of decisions; from major ones such as,
what features a new product should have a minor one such as the color of packaging. They
also operate in four different market places: consumer, business, global and non-profit
For each chosen target market, a firm develops a marketing offering that is positioned in the
minds of buyers as delivering some central benefits. Marketers must try to understand the
target market's needs, wants, and demands: a product or offering will be successful if it
delivers value and satisfaction to the target buyer. The term market covers various grouping of
customers. Today there are physical market places and digital market spaces, as well as mega
markets.

Exchange involves obtaining a desired product from some one by offering something in return.
A transition is a trade of values between two or more parties: it involves at least two things of
value, agreed-upon conditions, a time of agreement and a place of agreement. In the most
generic sense, marketers seek to elicit a behavioral response from another party: a purchase,
a vote, active membership, and adoption of cause.
Relationship of marketing has the aim of building long-term mutually satisfying relationships
with key parties-customers, suppliers, distribution-in order to earn and retain their long-term
preference and business. The ultimate outcome of relationship marketing is the building of
unique company asset called a marketing network.

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Marketers reach their markets through channels communication distributions and selling.
Marketers operate in a task environment and broad environment. They face competition from
actual and potential rival offerings and substitutes. The set of tool marketer’s use to illicit the
desired response from their target markets is called the marketing mix.
There are five competing concepts under which organizations can choose to conduct their
business: the production concept, the product concept, the selling concept, the marketing
concept, and the social marketing concept. The first three concepts are of limited usefulness
today. The marketing concepts hold the key to achieving organizational goals consisting of
determines the needs and wants of target markets and delivering the desired satisfactions
more effectively and efficiently than competitors. It starts with a well-defined market, focuses
on customer needs, and co-ordinates all the activities that affect the customers.
In recent years, some have questioned whether the marketing concept is appropriate
philosophy in a world faced with major demographic and environmental challenges. The social
marketing concept holds the organization’s task is to determining the needs, wants, and
interest of target markets and to deliver the desired satisfactory more effectively and efficiently
than competitors in a way that preserves or enhances the customer's and the society's well
being. The calls upon marketers to balance three considerations: company profits, consumer
want satisfaction, and public interest.

Before we go deeply into our areas of advertising and Sales Promotion of milk products we are
going to discuss about the basic concepts of marketing such as:

 Analysis consumer and buyer behavior,

 Developing new market offerings,
 Managing product lines and brands,
 Designing pricing strategies and programs,
 Managing retailing wholesaling, and market logistics,
The promotional effort by unions is satisfactory but union should promote the different variants
and there is need to educate consumer about various SARAS products.

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 ANNEXURE

SARAS DAIRY JODHPUR

SARAS MILK PRODUCT SERVEY (Retailers and consumer)

Scheduler for SARAS Milk Product.

Name:-

Address:-

Phone no:-

Hotel / Restaurant / Booth / Shop:-

Area:-

(1) In which Saras product are you dealing?

a) Milk
b) Paneer
c) Chach & Lassi
d) Ghee
e) All above products

(2) Since when you have been dealing with Saras product?
a) < 1 year
b) 1-3 year
c) 3-5 year
d) > 5 year

(3)Why do you sale only Saras Brand product?

a) Saras is natural product.
b) Saras product supply is regular.
c) Customer demand
d) No other brand option

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(4) Do you provide home delivery to customer?
a) Yes b) no

(5) What are your sales of following Saras product?

a) Milk ……………..
b) chach .…………….
c) Lassi ……………..
d) Paneer ……………..
e) shree khand ……………...
f) Ghee ………………

(6) What is percentage damage of product during delivery?

a) Nil b) < 1% c) 1-3% d) >3%

(7) Profile of the outlet?

a) Saras parler/Booth b) Hotel c) Restaurant d) other……

(8) Are you satisfied with Saras brand on following factor?

Factor Dissatisfied Indifferent Satisfied
Quality
Packaging
Delivery time
(9) Are you satisfied with Saras cooperation? (Yes/ no)……

Comments: - Researcher………………...
Signature…………………..
Name ……………………...
Date………………………..

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 PASCHIMI RAJASTHAN DUGDH UTPADAK SAHAKARI SANGH LTD.

SARAS DAIRY JODHPUR

CONSUMER SERVEY

(1)Name:-

(2)Address:-

(3)Area:-

(4)No. Family Members

(5) Profession

a) Business
b) Service
c) Other……

(6) Educational Background

a) Metric
b) Graduate
c) Post Graduate

(7) Source of Milk and Quantity

e) Saras Dugdh
f) Local Milk Venders ( Dholwala)
g) Temporary Milk Shop ( Chohata )
h) From Provision store

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(8) What are daily sales of Saras milk from your shop?

a) <30 liters
b) 30-50 liters
c) 50-80 liters
d) >80 liters

(9) Profile of the outlet?

a) Sarasm Booth b) General provision stores c) other……

(8) Are you satisfied with Saras brand on following factor?

Factor Dissatisfied Indifferent Satisfied
Quality
Packaging
Delivery time
(9) Are you satisfied with Saras cooperation? (Yes/ no)……

Comments: - Researcher………………...
Signature…………………..
Name ……………………...
Date………………………..

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 BIBLIOGRAPHY

Internet

 www.Google.com
 Www.Sarasdairy.com

Internet Searching

 Indian Dairy Scenario

 Milk Facts

Various Brochures

 Introductory Brochure
 Product Pricing Brochure
 Products Detailing Brochure

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