66513152 Saras Dairy Report

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A

Project Study Report

On

Training undertaken at

SARAS DAIRY

Tilted

Product & Marketing Process Analysis of WRMUL Product at Jodhpur

Dairy & Consumer Satisfaction towards SARAS Products

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

Administration)

(2010-2012)

Submitted By: Submitted To:

Sandeep Tanwar Mrs.Sonal Chauhan

MBA 3rd Semester

JODHPUR NATIONAL UNIVERSITY

Naranadi, Jhanwar Road,

JODHPUR-342001 (RAJ)

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JODHPUR NATIONAL UNIVERSITY

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 practica

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 Sandeep tanwarexpress my sincere thanks to my project guide, Mr. Y.K Vyas,( marketing

manager WRMUL, Jodhpur)for guiding me right form the inception till the successfu

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.

My sincere thanks are due to Mr. MohanSinghRathore(Astt.ManagerMarketing

ofSARASDAIRY)&JodhpurSARASDAIRY(WARMUL) family for sparing his

valuable time and providing me the necessary facilities without which the present work

would not have been possible.

I would also like to thanks the supporting staff and Nabi Hussain (Marketing Department), for

their help and cooperation throughout our project.

I also wish to express my sense of gratitude to all employees both-holder of SARAS

Dairy Jodhpur(WRMUL) for their moral encouragement and course of this work.

During this whole training I got a lot of experience and came to know about the

management practices in real that how it differs from those of theoretical knowledge and

the practically in the real life.

(Signature of Student)

Sandeep TanwarMBA 3rd Semester

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EXECUTIVE SUMMARY

1) Title- REBRANDING OF SARAS DAISY PRODUCT LINE.

2) Company- SARAS Dairy

3) Objective-

1. To study the rebranding towards Saras products.

2. To study about Overall consumer satisfaction level.

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 companys 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.

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

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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) Rebranding of dairy products systemof SARAS Milk

products

INTRODUCTION TO INDIAN DAIRIES

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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 worlds milk production and stood first in the

worlds milk production and registering an annual growth rate of 5% per year.

Indias 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

procurement system have been effectively linked to urban markets consumption

centers.

The industrys growth potential is high as there is sufficient domestic demand and good

scope for exports of milk products.

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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 cattles, and the cow was considered as

a sacred animal in India. It was worshipped as Goddess of fertility in other continenta

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.

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

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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 inIndia.

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:-

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

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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 its those people gets benefits, which are the member of its industry directly orindirectly.

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?

3) How to manage the pricing?

4) How to design the promotion mix?

MARKETING MIX OF MILK

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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 particularquality 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, TVs and other devices. Of late

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

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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 sidetwo 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

are functioning where average production of milk is one lack thirty three thousand liters coming

in Jodhpur dairy through 53,198 milk productions.

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

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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 ofmilk 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.

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 producers union. The

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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.

ORGANIZATION STRUCTURE

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FEDERATION

UNION UNIONUNION

DCS DCS DCS DCS

DCS

DCS

DCS

DCS

DCS

DCS


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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 personne

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, whichs expressed

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.

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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.

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 HIERARCHY16 | P a g e


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MANAGING DIRECTOR

MARKETING HEAD

ASST. MARKETING HEAD

ASST. DAIRY CHEMIST

ROUTE SUPERVISER

CITY SUPPLY CONTRACTOR

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

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http://sarasmilkfed.coop/toned.htmhttp://sarasmilkfed.coop/standard.htmhttp://sarasmilkfed.coop/fullcream.htmhttp://sarasmilkfed.coop/skimmed.htmhttp://sarasmilkfed.coop/cowmilk.htmhttp://sarasmilkfed.coop/chaach.htmhttp://sarasmilkfed.coop/lassi.htmhttp://sarasmilkfed.coop/dahi.htmhttp://sarasmilkfed.coop/paneer.htmhttp://sarasmilkfed.coop/shrikhandkesarpista.htmhttp://sarasmilkfed.coop/flavouredmilk.htmhttp://sarasmilkfed.coop/cowmilktetra.htmhttp://sarasmilkfed.coop/tonedtetra.htmhttp://sarasmilkfed.coop/ghee.htmhttp://sarasmilkfed.coop/cowghee.htmhttp://sarasmilkfed.coop/tablebutter.htmhttp://sarasmilkfed.coop/cheese.htmhttp://sarasmilkfed.coop/dwhite.htmhttp://sarasmilkfed.coop/standard.htmhttp://sarasmilkfed.coop/fullcream.htmhttp://sarasmilkfed.coop/skimmed.htmhttp://sarasmilkfed.coop/cowmilk.htmhttp://sarasmilkfed.coop/chaach.htmhttp://sarasmilkfed.coop/lassi.htmhttp://sarasmilkfed.coop/dahi.htmhttp://sarasmilkfed.coop/paneer.htmhttp://sarasmilkfed.coop/shrikhandkesarpista.htmhttp://sarasmilkfed.coop/flavouredmilk.htmhttp://sarasmilkfed.coop/cowmilktetra.htmhttp://sarasmilkfed.coop/tonedtetra.htmhttp://sarasmilkfed.coop/ghee.htmhttp://sarasmilkfed.coop/cowghee.htmhttp://sarasmilkfed.coop/tablebutter.htmhttp://sarasmilkfed.coop/cheese.htmhttp://sarasmilkfed.coop/dwhite.htmhttp://sarasmilkfed.coop/toned.htm


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White Butter

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.


STANDARD MILK

Composition:

Fat % (Min.): 4.5

SNF % (Min.): 8.5

Pack Size: 1/2 & 1 Liter.


FULL CREAM MILK

Composition:

Fat % (Min.): 6.0

SNF % (Min.): 9.0

Pack Size: 1/2, 1 Liter.

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Shelf-Life / Best Before: 2 days from the date of packing when stored below 8 oC

SKIMMED MILK

Composition:

Fat % (Max.): 0.5, SNF % (Min.): 8.7



COW MILK

Composition:

Fat % (Min.): 3.5, SNF % (Min.): 8.5



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

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Needs no Refrigeration unless opened.

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.

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Shelf-Life / Best Before: 7 days from date of packing when stored under refrigeration below

8oC.

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 8o

C.

SPECIFICATION FOR ICE CREAM

Fat % 12.00.5%(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 -20C.

SPECIFICATION FOR CANNED RASGULLA

Moisture% by Wt.Max 55.0%

Fat % by Wt. Min. 5.0

Proteins, % Wt. Min. 5.0

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Shelf life/Best before 6 months from the date of Packaging

when stored under cool and dry place.

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.


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.

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Pack Size: 1 Liter Polypack in duplex board carton

Shelf-Life / Best Before: 6 Months from date of packing.

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 underrefrigeration

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.


WHOLE MILK POWER

Composition:

Fat % (Min.): 26, Moisture% (Max.): 3


Pack Size: 10 kg. Tin under nitrogen gas packing.


CHEESE

Composition:

Fat % (Min.): 40 on dry matter basis.

Moisture% (Max.): 47, added Salts (Max.): 2.5

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Pack Size: 400 gms. in metal cans.

Shelf-Life / Best Before: 12 Months from date of packing under refrigeration at 4 oC.

DAIRY WHITENER

Composition:

Fat % (Min.): 20, Moisture% (Max.): 3.0


Pack Size: 10 kg. Tin under nitrogen gas 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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REBRANDING OF DAIRY PRODUCTS SYSTEMOF SARAS

MILK PRODUCTSRebranding of dairy products is a marketing strategy in which a new name, term, symbol, design

or combination thereof is created for an established brand with the intention of developing a new,

differentiated identity in the minds of consumers, investors, and competitors.[1][2]Oftentimes, this

involves radical changes to a brand's logo, name, image, marketing strategy

and advertising themes. Such changes typically aim to reposition the brand/company

occasionally to distance itself from negative connotations of the previous branding, or to move the

brand up market; they may also communicate a new message a new board of directors wishes tocommunicate.

Rebranding of dairy products can be applied to new products, mature products, or even products

still in development. The process can occur intentionally through a deliberate change in strategy or

occur unintentionally from unplanned, emergent situations, such as a "Chapter 11 corporate

restructuring," "union busting," or "bankruptcy."

Corporate rebranding of dairy products

Rebranding of dairy products has become something of a fad at the turn of the millennium, with

some companies rebranding of dairy products several times. The rebranding of dairy products

ofPhilip Morris toAltria was done to help the company shed its negative image. Other rebranding

of dairy products, such as the British Post Office's attempt to rebrand itself as Consignia, have

proved such a failure that millions more had to be spent going back to square one.

In a study of 165 cases ofrebranding of dairy products, Muzellec and Lambkin (2006) found that

whether a rebranding of dairy products follows from corporate strategy or constitutes the actual

marketing strategy (change the corporate reputation), it aims at enhancing, regaining, transferring

and/or recreating the corporate brand equity.

According to Sinclair business the world over acknowledges the value of brands. Brands, i

seems, alongside ownership of copyright and trademarks, computer software and specialist know-

how, are now at the heart of the intangible value investors place on companies. As such

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companies in the 21st century may find it necessary to relook their brand in terms of its relevancy

to consumers and the changing marketplace. Successful rebranding of dairy products projects can

yield a brand better off than before.

Due to the tremendous impact that renaming and rebranding of dairy products a company can

have, it is critical to take the client through the process with great sensitivity and care. The new

company identity and brand should also be launched in a subtle and methodical manner in order

to avoid alienating old customers, while aiming to attract new business prospects. There is no

magic formula. However, there is a methodical process that involves careful strategy, memorable

visuals and personal interactions, all of which must speak in unison for a customer to place full

trust and invest their emotions in what is on offer.

Marketing develops the awareness and associations in consumer memory so that customers

know (and are constantly reminded) which brands best serve their needs. Once in a lead position

it is marketing, consistent product or service quality, sensible pricing and effective distribution that

will keep the brand ahead of the pack and provide value to its owners

Potential reasons for corporate rebranding of dairy products

Corporations often rebrand in order to respond to external and/or internal issues. Firms commonly

have rebranding of dairy products cycles in order to stay current with the times or set themselves

ahead of the competition. Companies also utilize rebranding of dairy products as an effective

marketing tool to hide malpractices of the past, thereby shedding negative connotations that could

potentially affect profitability.

Corporations such as Citigroup,AOL,American Express, and Goldman Sachs all utilize third

party vendors such as Lippincott andAddison Whitney (consultants) that specialize in brand

strategy and the development of corporate identity.[5] Companies invest valuable resources into

rebranding of dairy products and third-party vendors because it is a way to protect them from

being blackballed by customers in a very competitive market. Dr. Roger Sinclair, a leading expert

on brand valuation and brand equity practice worldwide stated, A brand is a resource acquired by

an enterprise that generates future economic benefits. Once a brand has negative connotations

associated with it, it can only lead to decreased profitability and possibly complete corporate

failure.[citation needed]

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Differentiation from competitors

Companies differentiate themselves from competitors by incorporating practices from changing

their logo to going green. Differentiating from competitors is important in order to attract more

customers and an effective way to draw in more desirable employees. The need to differentiate is

especially prevalent in saturated markets such as the financial services industry.

Rebranding of dairy products a companys brand image should be supported by tangible actions

to give substance to the message: otherwise, the company is not delivering on its promise. As

explained in Kreative Rebranding of dairy products, a book by Montreal-based rebranding of dairy

products agency Les Krateurs: Concrete actions allow you to distinguish yourself from

competitors that dont walk the talk.

Elimination of a negative image

Firms rebrand intentionally to shed negative images of the past. In a corporate sense, rebranding

of dairy products can be utilized as an effective marketing strategy to hide malpractices and avoid

or shed negative connotations, and decreased profitability. Corporations such asPhilip Morris

USA, BlackwaterandAIG rebranded in order to shed negative images. Philip MorrisUSA rebranded its name and logo toAltria on January 27, 2003 due to the negative connotations

associated with tobacco products that could have had potential to affect the profitability of other

Philip Morris brands such as Kraft Foods.

In 2008,AIGs image was damaged due to its need for a Federal bailout during the financia

crisis.AIG was bailed out because theUnited States Treasury stated thatAIG was too big to fai

due to its size and complex relationships with financial counterparties.AIGitself is a huge

international firm; however, theAIG Retirement and AIG Financial subsidiaries were left with

negative connotations due to the bailout. As a result, AIG Financial Advisors and AIG Retirement

rebranded into Sagepoint Financial and VALIC (Variable Annuity Life Insurance Company

respectively to shed the negative image associated with AIG.

Lost market share

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Brands often re-brand in reaction to losing market share. In these cases, the brands have become

less meaningful to target audiences and, therefore, lost share to competitors.[citation needed]

In some cases, companies try to build on any perceived equity they believe still exists in their

brand. Radio Shack, for example, re-branded itself as The Shack in 2008, but have yet to see an

increase in market share Some experts believe that is because "The Shack" does not have true

equity.

The most meaningful rebrands are those that fixate on the customer and pose an aspirational self-

reflection of them. When Steve Jobs returned toApple in 1997, he rebranded it from Apple

Computer to Apple so the company would have customer permission to sell other products, such

as the iPod and iPhone. In addition, the new brand came with a new theme line that said, "Think

Different," a description of the Apple customer and how Apple operates.[11] In time, Apple has

become the world's most valuable company.

Emergent situations

Rebranding of dairy products may also occur unintentionally from emergent situations such as

Chapter 11 corporate restructuring, or bankruptcy.Chapter 11 is rehabilitation or reorganization

used primarily by business debtors. Its more commonly known as corporate bankruptcy, which is

a form of corporate financial reorganization that allows companies to function while they pay of

their debt.[13] Companies such as Lehman Brothers Holdings Inc, Washington Mutual and Genera

Motors have all filed forChapter 11 bankruptcy. New Generation Research - Experts in

Bankruptcy Research

On July 1, 2009 General Motors filed for bankruptcy, which was fulfilled on July 10, 2009. Genera

Motors decided to rebrand its entire structure by investing more in Chevrolet, Buick, GMC

and Cadillac automobiles. Furthermore, it decided to sell Saab Automobile and discontinue

the Hummer, Pontiac, and Saturn brands. General Motors rebranded by stating they are

reinventing and rebirthing the company as The New GM with Fewer, stronger brands. Fewer,

stronger models. Greater efficiencies, better fuel economy, and new technologies as stated in

their reinvention commercial. General Motors' reinvention commercial also stated that eliminating

brands isnt about going out of business, but getting down to business.

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Product rebranding of dairy products

As for product offerings, when they are marketed separately to several target markets this is

called market segmentation. When part of a market segmentation strategy involves offering

significantly different products in each market, this is called product differentiation. This market

segmentation/product differentiation process can be thought of as a form of rebranding of dairy

products. What distinguishes it from other forms of rebranding of dairy products is that the process

does not entail the elimination of the original brand image. Dexxa computer mice are

rebranded Logitech devices sold at a lower price by Logitech in the low-end market segment

without undercutting their mid-range products. Rebranding of dairy products in this manner allows

one set of engineering and QA to be used to create multiple products with minimal modifications

and additional expense.

Following a merger or acquisition, companies usually rebrand newly acquired products to keep

them consistent with an existing product line. For example

when Symantec acquired Quarterdeck in November 1998, Symantec chose to rename Clean

Sweep to Norton Clean Sweep. Later on, the company chose to reposition its entire product line

by grouping products into a bundle known as Norton System Works. Symantec is not the only

software company to reposition and rebrand its products. Much ofMicrosoft's product line consists

of rebranded products, including MS-DOS, FoxPro, and Visio. Another example is the rebrands ofGe Force 8-series GPU into 9-series by n Vidia. The reverse can also happen, as

whenAlliedSignal acquired Honeywell, Southern Railroad of Long Island acquired Long Island

Rail Road, and Chemical Bank acquired Chase Manhattan Bank. In such cases, the acquiring

company rebrands itself with the acquired name.

Another form of product rebranding of dairy products is the sale of a product manufactured by

another company under a new name. An original design manufactureris a company tha

manufactures a product that is eventually branded by another firm for sale. This is often the casewith international trade. A product is manufactured in a place with lower operating costs, and sold

under a local brand name.

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Small business rebranding of dairy products

Small businesses face different challenges from large corporations and must adapt their

rebranding of dairy products strategy accordingly.

Rather than implementing change gradually, small businesses are sometimes better served by

rebranding of dairy products their image in a short timeframe especially when existing brand

notoriety is low. The powerful first impression on new clients made possible by professional brand

design often outweighs an outdated or poorly-designed images weak brand recognition to existing

clients.[14]

A change of image in a large corporation can have costly repercussions (updating signage in

multiple locations, large quantities of existing collateral, communicating with a large number of

employees, etc.), while small businesses can enjoy more mobility and implement change more

quickly.

While small businesses can experience growth without necessarily having a professionally

designed brand image, rebranding of dairy products becomes a critical step for a company to be

considered seriously when expanding to more aggressive markets and facing competitors with

more established brand images.[14]

When to Consider Company or Product Rebranding of dairy products

When companies look at rebranding of dairy products, they may be doing so for a number of

reasons. Rebranding of dairy products relates to a marketing strategy or brand positioning strategy

in many different ways, according to the unique environment of a particular business. It can be a

desperate gambit or simply a routine way to expand a business. Here are some of the scenarios

where a company looks at rebranding of dairy products their products or their entire business.

Fixing a Bad Reputation and Other Kinds of Damage Control

One kind of situation where a business might consider rebranding of dairy products partially or

totally is when bad public relations has caused a negative image of the company in the genera

consumer market, or in their target audience. Another similar situation is when a product loses its

appeal to consumers, where rebranding of dairy products a product (sometimes as part of

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launching a new product line) can help. Business management professionals sometimes

speculate on the rebranding of dairy products of some of the traditional "big tobacco" companies,

suggesting that this is a possible case where rebranding of dairy products could help to improve

the image of a business. In these damage control situations, rebranding of dairy products oftengoes along with other public relations efforts.

Jazzing up the Image of a Company

There are lots of situations where rebranding of dairy products is done simply to provide a catchier

name, and to get more visibility for a company and its products. If a company is still saddled with

an image it had as a start up, and limited in potential by its name, slogan or other traditional

attributes, rebranding of dairy products can be a way to deliver a new sharper image to customers.

Some marketers think of this process as a kind of trial and error, where companies find their best

image through painstaking research and effort.

Forced Rebranding of dairy products: Bankruptcies and Other Issues

Large companies are sometimes forced to rebrand as a result of bankruptcy, where financial law

requires that the party unable to repay debts has to disband. In other rebranding of dairy products

situations, smaller companies may have to rework their name, logo, etc. based on copyright

issues.

Reflecting New Management

There are also many cases, particularly with small businesses, where a rebranding of dairy

products such as a name change is simply a way to reflect new management. When there is a

changing of the guard, there will often be new staff, new policies, a new way of doing things in

general. Rebranding of dairy products can help accommodate those differences.

The above shows that rebranding of dairy products is done for both proactive and defensive

reasons. There are a lot of different issues each specific kind of rebranding of dairy products.

Defensive rebranding of dairy products often includes attention to diverting a public audience,

where proactive rebranding of dairy products is something with a frequently positive association,

where business leaders are free to expand their definitions of a successful operation.

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Those businesses that want to profit from rebranding of dairy products or a different brand

positioning strategy can start with a frank evaluation of their current scenario, then use

brainstorming sessions to come up with a series of alternatives that they can use to chart the

future of the enterprise toward a new beginning.

Rebranding of dairy products: successful future

What is Rebranding of dairy products: fashion or necessity? We can say that the both factors are

important. That's the market. It's rarely stable, changing very quickly and require radical and rapid

decisions.

Rebranding of dairy products this word is terrible almost for every director. But sooner or later

they have to do global or local company or product Rebranding of dairy products.

Your target audience may grow, may change its tastes and there are competitors in the market ...

Understanding these reasons we develop a strategy. How to change the product, which

communications should be established, how to predict positive results? Changes may be from the

positioning of product, corporate identity to communication policy changing and visualization of

your product. It's called Rebranding of dairy products.

Successful companies are always very flexibly adapt to the market. Also, rebranding of dairy

products is conducted by companies which lose money and those who have a huge income. It's a

response to the changing world. Company or product Rebranding of dairy products is, first of all,

forecasting, marketing research. You must find out why the image of your product is not so bright

in comparison with other competition firms. In this case, we must clearly understand the reasons.

Rebranding of dairy products it's not just a grade changing and it's a change of attitude towards

consumers. As a consequence, change of image clients' views about your services. But not

always rebranding of dairy products associated with products. If you have bad service, then it may

be the cause. You can change your logo and the positioning of all the goods but hardly anything

will change. Spend a full marketing audit to allow outside experts to help to describe your state

Then you really can understand what kind of industry needs company rebranding of dairy

products. Don't be afraid of criticism: it helps to be in tonus. Marketing audit it's a regular event

that adjust promotional strategies, plans and company's objectives.

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Why it's so difficult to rebrand a company or a quality product? Why it requires maximum strength

resources, involvement of different specialists? Because it is global and it's a very difficult task.

You can avoid this, just continuously improve your product, service, analyze your reputation on the

market and strive for close to the consumer positioning. Very helpful could be survey, customers'wishes and complaints. Don't avoid criticism.

Typical mistakes that lead to Rebranding of dairy products when products are just found in the

market, rather banal:

o Brand was initially unsuccessful. This product was suitable for director than

consumers.

o Incorrect positioning of the product. For example, serious product for men suddenly

called kiddy, as calculated on the originality of ideas

o Your brand is behind competitors' brands.

Rebranding of dairy products can be caused not only by mistakes and products promotion,

changes in the market:

o If a brand is out of existing market conditions, it will be sold in another country or

continent

o Company grows and develops. You begin to produce higher quality products, focused

on new customers. Successful growth it's a steady progress

o Target audience is changed. You used to sell products to young people but now the

target audience is changed

Company or product Rebranding of dairy products it's a strategic war for a successful future

Never forget that the market tends to vary.

7 good reasons to rebranding of dairy products

Rebranding of dairy products can either be 'Evolutionary' or 'Revolutionary' but regardless of the

process, the intention for rebranding of dairy products is always the same: To differentiate the

business or service in the minds of their target market.'

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Rebranding of dairy products can also be one of the most rewarding and transformationa

undertakings an established business can make. However rebranding of dairy products a

business needs to be done for the right reasons:

Good Reason to Rebrand No 1Coming of age.

In the life cycle of a business - a business will often begin, and experience growth, without

necessarily having a professionally designed brand. However Rebranding of dairy products

becomes a crucial step for businesses to be taken seriously as they expand into more aggressive

markets.

Good Reason to Rebrand No 2

Due to a fundamental change in the business, it's product or service or a change in direction or

thinking. eg to reflect a new "green" corporate focus/citizenship.


Need to differentiate the business from competitors. Many industry's are very competitive and

have a large "middle tier" ie; where the majority of businesses sit in terms of competitive

advantage. Usually the Mid Tier is undifferentiated and most businesses struggle to demonstrate

an advantage in service. eg The Financial Services industry.


To remain relevant to consumers in a changing market place. This is particularly appropriate to

retail businesses. To shed a negative perception of image from the past.


Relaunch of a product or service. Again this is often associated with remaining relevant to a

particular consumer group.


Product differentiation

Rebranding of dairy products can also be used as a way of retaining an original product brandwhile introducing a competing product in a different market segment or price point. Another form of

product rebranding of dairy products is when a business sells a product manufactured by another

company.


Rationalisation

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As a business grows it develops or acquires various products and services, some of which

develop into company brands. Often this organic brand growth can result in a complex and

confused brand clutter not to mention a fragmented and expensive trail of advertising and media

proliferation.Rationalisation and consolidation through Rebranding of dairy products has the power to transform

this cluttered brand mish mash into an effective marketing tool and achieve renewed brand impact

and strong growth.

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

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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.

There was a powder making plant in the Jodhpur Dairy before sometime but it failed due tosome 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

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3. Neutralization or Pasteurization of Cream

4. Cream Ripening

5. Ageing and finally making printing and Marketing of Butter.

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

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cold water. And after some time, these pieces are taken out from the cold water and sent for

packing.

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

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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.

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 200Gms. 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 37C. 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

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RESEARCH METHODOLOGY

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

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

marketing research is a process of involves a number of interrelated activities which overlap an

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 data5. Processing and analyzing the data

6. Reporting the findings

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Objective of the study

Research design

Sample design

Data collection

Data analysis

Reporting of findings


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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

2) Objective of Study:-

To study the consumers 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 wil

help the student to select the type best suited to a specific problem.

The two general types of research are:

E xploratory 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.

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Conclusive research

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

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.

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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 areasampling may be the only practically feasible form of probability sampling.

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 datas 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 associations executives & other

businessman & even competitors.

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b) Secondary Data: - These are generally published sources, which have been collected

originally for some other purpose. Source are internal company records, governmentpublication, 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 formore 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.

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

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. Ittakes 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 dont know about right

variants of milk and its product and it merits.

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Many people use local products because of low, reasonable price and freshness

SARAS products is very highly priced.

ANALYSIS AND INTERPRETATION

&

DATA REPRESENTATION

A. Consumer satisfaction Level in Milk and Milk Products

Q. NO (1) - Milk purchased from?

29%

31%

17%

23%

saras dholwalas milk mandi shops

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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 growingshare of milk mandi i.e. chowta and local shops must be formulate to gain the competitive

advantage.

Q. NO. (2) Packets preferred

54%37%

9%

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?

21%

41%

22%

16%

25 ltrs 50 ltrs 75 ltrs 100 ltrs

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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 iscommunicated. Advertising is required to make them buy more quantity of milk.

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

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

89%

11%

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?

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65%

35%

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.

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

77%

23%

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?

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69%

31%

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.

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

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

69%

31%

Yes no

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

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74%

26%

Yes no

Key findings and suggestions Taste is a matter of individual specific ness, so we dont

really require here more interventions in product ingredients.

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

Jodhpur?

58%

42%

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.

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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 no

satisfactory, i.e. most of the people are unsatisfied and hence rescheduling of home delivery is

required to install.

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

Products?

73%

27%

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

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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.

Q. No. (9) Working on consumers complaints

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

40%

60%

yes

No

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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%

33%

46%Price

Not Knowlegle

Not availability

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

40%

50%

10%

aware

unaware

can't say

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66513152 Saras Dairy Report

Documents

Transcript of 66513152 Saras Dairy Report