“A Final Report on Executive Training at

Saras Dairy, Alwar”

SUBMITTED TO: MR. SANDEEP KUMAR KAUTISH
(FACULTY GUIDE) MR. AMIT
BHATTACHARYA (COMPANY GUIDE)
BY SMITA CHOUDHARY
6ND11765

“INSIST ON SARAS MILK JUST !!!!!

BECAUSE ONLY SARAS MILK GIVES YOU
TRUE VALUE FOR YOUR MONEY.
IT IS PURE, FRESH, NUTRITIOUS, HYGIENIC AND
CREAMY.”

08/14/09 Final Report 1

 A REPORT ON
“A STUDY OF PERFORMANCE AND GROWTH OF SARAS
DAIRY”
SARAS DAIRY, ALWAR
ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
ISO 9001-2000 AND HACCP CERTIFIED
JAIPUR ROAD, ALWAR
PH. 0144 -2702644

08/14/09 Final Report 2

 Acknowledgement
• I express my heartfelt thanks to Mr. J.R. Dhaka,
Managing Director, AZDUSS Ltd. for his direction, help
and motivation.
• I express my sincere thanks to Mr. Sandeep Kumar
Kautish (Faculty Guide), Mr. Amit Bhattacharya
(Company Guide, Plant Manager, Marketing, Saras
Dairy, Alwar [AZDUSS Ltd., Alwar]), Mr. L.C. Balai
(Deputy Manager, Marketing) and Mr. Anil Kumar
Mathur (Deputy Manager, Administration) for their
support and cooperation. They provided me their
valuable help and guidance during the training period.
• I shall be highly indebted to the staff of the marketing
department of Saras Dairy (AZDUSS Ltd., Alwar) for
the moral support they extended to me during the SIP
training.
• I also thank the booth/parlour owners and the
respondents whom I Final
08/14/09
surveyed
Report
for giving me their3
valuable time and fruitful suggestions.
 Declaration
I hereby declare that this project work
entitled “A study of performance and
growth of Saras Dairy, Alwar” is my
work, carried out under the guidance of my
Faculty Guide Mr. Sandeep Kumar
Kautish and my Company Guide Mr.
Amit Bhattacharya. This report neither full
nor in part has ever been submitted for
award of any other degree.
Smita Choudhary
6ND11765
ICFAI National College
Alwar
08/14/09 Final Report 4
 Preface
• Marketing is one of the most important functions in business. It is
the discipline required to understand customers' needs and the
benefits they seek.
• No study can be termed complete if there is no practical
experience. Hence need for training has become a real necessity.
The training aims to prepare students through a process of
practical experience. Practical exposure no doubt has contributed
a significant amount of knowledge to me along with real life
experience and was an ideal combination of academic knowledge
and practical experience.
• Marketing activities can be regarded as lifeblood of all business
concerns. In order to enhance the performance of marketing
department and overall success of a business concern, study of
consumer behavior and their satisfaction, sales and distribution
channels, advertisement and competitive advantages is
necessary. The performance of a company is very much important
for an organization.
• Saras Dairy, Alwar is in fact a very ideal location to gain practical
experience. I am sure the experience gained in short duration, will
go a long way in all my future endeavors.

08/14/09 Final Report 5

 Company Profile
• Alwar Dairy is a dairy registered under Rajasthan
Cooperative Act and is owned by thousands of its milk
producers members. It works on world famous Amul
pattern. As all other cooperative dairies, Alwar Dairy is
a part of three tier structure i.e. Dairy cooperative
society at village level which form district level milk
producer unions which are further federated in state
level federation. All three entities are autonomous and
linked to each other by provisions of their bye laws. 
• Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar
(AZDUSS Ltd., Alwar) is a cooperative organization
registered under Cooperative Act with Registrar of
Cooperative, Government of Rajasthan. It was
established in the year 1972 to implement dairy
development activities in the Alwar district, under
Operation Flood Program.
08/14/09 Final Report 6
 Information about the
Chairman Company Mr. Ram Phal Gurjar
Managing Director Mr. J.R. Dhaka
Establishment year in Alwar 1972
Type of organization Cooperative society registered under the Rajathan
Cooperative Act
Structure Three tier structure (village level, district level, state level)

Employees Permanent employees 197

Contract labor 150
Certifications ISO 9001-2000
IS 15000 (HACCP Food Safety Management System)
No. of registered Cooperative 795
Societies
Products Full cream milk, toned milk, double toned milk, skim milk,
dahi, paneer, ghee, chhach, lassi, shrikhand
New product Ice-cream and softy to be launched soon
Address Jaipur Road, Alwar 301001 [Rajasthan]
Telephone (0144)-2702644(Customer care), 2701010, 2333926
Fax (0144)-2342925
E-Mail rcdfalw1_jp1@sancharnet.in
Turn Over (2006-07) 99.15 Crore

08/14/09 Final Report 7

 From the Managing Director’s
Desk
Future Plans and Strategies

“To provide better milk procurement

price along with technical input
service to member producers. To
procure maximum milk, provide safe
and good quality milk and milk
products at competitive price to
consumers. Thrust will be for better
financial health of milk union”

08/14/09 Final Report 8

 Interview of the Managing
Director
• Question 1: Do you inspect the plant regularly?
• Answer: Yes, I inspect the plant daily.
• Question 2: What do you observe while inspecting the plant and the office?
• Answer: House keeping, hygienic condition, people are at work place.
• Question 3: What is the cooperation level of your employees?
• Answer: Cooperative
• Question 4: What are your future plans and strategies?
• Answer: Strengthening milk procurement and milk marketing.
• Question 5: What are the promotional activities you conduct to promote your products?
• Answer: Mouth publicity, awareness programmes.
• Question 6: Do you organize events or seminars for your customers to make them aware
about your products?
• Answer: Yes
• Question 7: Do you conduct staff meeting for smooth working and better coordination?
• Answer: Yes.
• Question 8: Does any conflict arise between your staff members? If yes, what do you do
to resolve the conflict?
• Answer: Conducting joint meeting.
• Question 9: Do you provide training to your staff?
• Answer: Yes
• Question 10: What measures do you take to ensure smooth functioning of the
organization?
• Answer: Discipline, timely payment and personal benefits of staff.
• Question 11: Who is responsible for setting prices of Saras products?
• Answer: R.C.D.F., state body and milk union.

08/14/09 Final Report 9

 Organization Chart of
Saras

08/14/09 Final Report 10

 Products of Saras Dairy, Alwar
(Types of milk)
Product Name Packing Price FAT SNF Packing
Color content conte
nt
Full cream Gold Red Rs.23/litre 6.0% 9.0% ½ and 1
milk litre
Toned milk Taaza Blue Rs.19/litre 3.0% 8.5% ½ and 1
litre
Double Smart Yellow Rs.17/litre 1.5% 9.0% ½ and 1
toned milk litre

Skim milk Lite Purple Rs.15/litre 0.5% 8.5% ½ and 1

litre

Types of Fresh milk Products

Product Packing Price
Chhach plain 500 ml Rs.7
Chhach namkeen 250 ml Rs.6
Lassi 250 ml Rs.7
Paneer 200 gm and 1 kg Rs.25 and Rs.120
Ghee ½ litre and 1 litre Rs.85 and Rs.170
Dahi 200 gm cup Rs.8
Shrikhand plain 100 gm cup Rs.8
Shrikhand Kesar 100 gm cup Rs.9
Pista

08/14/09 Final Report 11

 Objectives
• To identify the working • To do a comprehensive
of the organization. analysis of the company
• To conduct an and prepare the SWOT
exhaustive analysis of (Strengths, Weaknesses,
the marketing Opportunities and Threats)
department. analysis report for the
• company.
To increase the sales of
the products that are • To build a good rapport
prepared and marketed with the company’s staff.
by the organization. • To understand the
• To conduct an extensive organizational structure
study of the market and the top management
place and the customer’s team including the
needs. Chairman, Managing
• Director and the Officers.
To understand the core
business of the • To do a practical and live
company, organization observation of the work
chart, key personnel in place.
08/14/09the company, • To
Final Report understand the
12
manufacturing units, attitudes and behavior of
 Tasks
• To conduct a comparative study of the growth of Saras
(AZDUSS Ltd., Alwar) for three consecutive years.
• To conduct survey of Saras parlours and booths to know
their problems and sort them out. To get feedback from
Saras parlours and booths.
• To get feedback from customers and find their problems,
satisfaction level, take their suggestions and help
AZDUSS Ltd., Alwar to implement those suggestions.
• To take responses from people who do not use Saras
products and find the answer to the question, “Why they
are not using Saras products”.
• To judge the satisfaction level of the employees of
AZDUSS Ltd., Alwar.
• To do entries of daily supply in the supply register.
• To take demand of various Saras products from
parlour/booth owners and distributors through phone or
personal contact in the prescribed proforma.
• I was given the responsibility to guide 36 MBA students
(working as interns inFinalSaras
08/14/09 Report
Dairy, Alwar) and assign
13
them their tasks and duties on a weekly basis.
 Targets
TARGETS

Survey 500 Plant visit for 250 Survey 9 parlours Increase sale Take demand
people people and 210 booths

Participate in milk testing Interview staff of the marketing

camps department

08/14/09 Final Report 14

 How I have benefited the
Organization
Surveyed booths and Got to know their
parlours problems

Conveyed these problems to the

MD

Took immediate action on my

feedback

Provided timely supply of material and

Helped the MD find ways to keep his cover stand and straws
staff satisfied and loyal

Got to know their Customers got better facilities

satisfaction level

Interviewed the staff of Enhanced the goodwill of the

marketing department organization

08/14/09 Final Report 15

 Strategy
A marketing strategy is a process that can allow an
organization to concentrate its (always limited)
resources on the greatest opportunities to increase
sales and achieve a sustainable competitive
advantage.
Questionnaire Design
A questionnaire is a set of questions to be asked from
respondents in an interview, with appropriate
instructions indicating which questions are to be
asked, and in what order. Questionnaires are used in
various fields of research like survey research and
experimental design.
The questionnaire that I designed consists of two
types of questions:
• Open Ended Questions
• Close Ended QuestionsFinal Report
08/14/09 16
Analysis of Performance vs.
Target
S.No. Factor Target Performance Variance Reason

1. Plant visits 250 250 Nil -

2. Door to door surveys 500 500 Nil -

3. Booth surveys 210 205 5 Due to lack

of time
4. Parlour surveys 9 9 Nil -
5. Training to M.B.A. 36 36 Nil -
students

6. Participation in free milk 6 days camp Full attendance Nil -

testing camp

08/14/09 Final Report 17

 Problems/Constraints/Limit
ations
• The data collected is totally dependent on respondents’ views, which
could be bias in nature.
• Sometimes respondents do not give a response or give partial
response. It is called non response error. The reason may be lack of
knowledge or unwillingness to answer.
• The sample size is small and it may not actually represent the whole
population.
• During the survey I came across unfavorable weather conditions like
scorching heat and dust storm.
• There is limited time available each day and lot of tasks have to
completed in a day like preparing reports, conducting surveys, spend time
at the office to gain knowledge, etc.
• The study was conducted in the urban areas and it cannot be applied to
the rural areas because the tastes and preferences of people of rural
and urban areas differ vastly.
• The answers given by the respondents are not always correct and may be
misleading.
• It is very time consuming to go door to door in order to conduct a survey
of various homes and find their views and study their buying behavior.
• Sometimes it becomes very difficult to convince people as many of
them are not at all aware of Saras products and some are very stubborn. It
becomes slightly difficult to convince such people but it is a challenging
task and a good learning experience.
08/14/09 Final Report 18
• In some cases the respondent is not present at home.
 Limitations of Saras
Dairy
• Low availability of raw milk in summers.
• Dependence on milk producers.
• Dependence on monsoons.
• Milk can be produced not manufactured.
• Increasing competition in dairy industry.

08/14/09 Final Report 19

 Learning in the Executive
Training
• Bridge the gap between academic institution and
corporate world.
• Importance of job responsibility.
• Increase milk procurement.
• Distribution network adopted by Saras.
• Milk processing
• Preparation of milk products like ghee, dahi, paneer,
chhach, lassi, shrikhand.
• Marketing strategies adopted by Saras Dairy, Alwar
• Conduct door to door interviews.
• Test the milk sample for purity.
• Organize plant visit for visitors.
• Take demand of Saras products.
• Build a good rapport with the staff.

08/14/09 Final Report 20

 Table Showing Price
Change
Product Price before Price as on Price as on Price as on
01st April 07 07th April 07 01st May 07 01st July 07
and onwards and onwards and onwards
FCM (Gold) Rs.20 Rs.21 per litre Rs.22 per litre Rs.23 per litre
Toned Milk (Taaza) Rs.16 Rs.17 per litre Rs.18 per litre Rs.19 per litre
Double Toned Milk (Smart) Rs.14 Rs.15 per litre Rs.16 per litre Rs.17 per litre
Skimmed Milk (Lite) Rs.13 Rs.13 per litre Rs.13 per litre Rs.15 per litre
Ghee (1 litre) Rs.160 Rs.165 Rs.170 Rs.170
Dahi (200 g) Rs.6 Rs.7 Rs.8 Rs.8
Paneer (200 g) Rs.20 Rs.22 Rs.25 Rs.25
Paneer (1 Kg) Rs.100 Rs.110 Rs.120 Rs.120
Lassi (250 ml) Rs.5 Rs.6 Rs.7 Rs.7
Chhach (Plain) 500 ml Rs.6 Rs.7 Rs.7 Rs.7
Chhach (Namkeen) 250 ml Rs.4 Rs.5 Rs.6 Rs.6
Shrikhand Plain (100 g) Rs.7 Rs.7 Rs.8 Rs.8
Flavored Milk (200 ml) Rs.10 Rs. 10 Rs.10 Rs.10

08/14/09 Final Report 21

 ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD.,
ALWAR
REGISTERED DCS

900

800

700

600

500 Series1
NO.

400 Series2
300

200

100

0
2001-02 2002-03 2003-04 2004-05 2005-06 2006-07
Series1
Series2 497 532 609 681 742 795

YEAR

08/14/09 Final Report 22

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

90

80

70
QTY. 000,Kgs

2001-02
60
2002-03
50 2003-04
40 2004-05
2005-06
30
2006-07
20

10

0
2001-02 2002-03 2003-04 2004-05 2005-06 2006-07

Series1 59.59 62.97 66.22 70.28 76.93 82.66

YEAR

08/14/09 Final Report 23

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

140
120
000' LIT PER DAY

100 2002-03
2003-04
80
2004-05
60
2005-06
40 2006-07
20
0
2002-03 2003-04 2004-05 2005-06 2006-07
Series1 18.6 29.56 35.81 67.03 132.69
YEAR

08/14/09 Final Report 24

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

120

100
2001-02
80 2002-03
2003-04
Crore

60
2004-05
40 2005-06

20
2006-07

0
2001-02 2002-03 2003-04 2004-05 2005-06 2006-07
Series1 53.6 59.57 93.77 96.33 95.8 99.15
Year

08/14/09 Final Report 25

 SWOT Analysis of Saras
Dairy
STRENGTHS WEAKNESSES

 The products are very pure  Low availability of raw milk

 The products are extremely hygienic  Dependence on farmers
 The plant is ISO 9001- 2000 and HACCP  Reduced milk supply in summers
certified

OPPORTUNITIES THREATS

 Milk is an essential commodity which  Milk can be produced not manufactured.

every body uses.  There is always a possibility of a
 There is no competitor of packed milk in competitor entering the market.
Alwar.  Competition in milk procurement

08/14/09 Final Report 26

 Conclusions
S.No. Characteristic of Saras Dairy Number of Points
1 Variety of milk provided by Saras Dairy 9
2 Prices are affordable 6
3 Round the clock availability 0
4 Quality and hygiene 10
5 Enough range of FMP 8
6 Staff is cooperative 9
7 Follow the ISO 9001-2000 norms 10
8 Give weightage to suggestions (Suggestions are always welcome) 8
9 Customer awareness camps and plant visits 7
10 Employee satisfaction 8
11 Market reputation 9
12 Advertisement and publicity 4
13 New product development 5
14 Channels of marketing 7
Total 100

08/14/09 Final Report 27

 Reasons of those people who are not using Saras
products

% of the people
S.No. Factor
surveyed
1 Absence of home delivery 23.6

2 Unknown about Saras products 10.2

3 Products are expensive 8.4

4 Priority to buffalo’s milk 10.8

5 Possess bad smell 5.8

6 Non availability of booth in the vicinity 6.6

7 Use Saras milk in case of emergency only 5.8

8 Faith in long association with the milkman 9.2

9 Not able to pay in cash 8.2

10 Consumers own cows and buffalos 4.8

11 No price consistency 6.6

TOTAL 100

08/14/09 Final Report 28

 Awards/Rewards
Received
• As Saras is a semi-government organization, therefore, it does not provide
any stipend to the interns or trainees.
• During my SIP training I received a letter of appreciation from Saras Dairy,
Alwar (AZDUSS Ltd., Alwar) for doing my summer training with utmost
dedication and sincerity.
• During training I received many compliments from the Managing Director
of the organization and the members of the marketing department.
• In the training period the management of Saras was very satisfied with my
performance.
• I got appraisal letter for good performance two times during my training
period, one at mid term and other after completion of training. Copy of
appraisal letter is enclosed.
• The Managing Director of the organization and my company guide offered
me to join Saras Dairy, Alwar after completion of MBA on contract basis, As
Saras is a semi government Organization, therefore it cannot give pre-
placement offer (PPO) in writing.
• My SIP company organized farewell party for me. At the time of farewell
Managing Director of company appreciated the work done by me. He also
said in his speech that you have created positive atmosphere.
08/14/09 Final Report 29
 Copy of Appreciation
Letter

08/14/09 Final Report 30