A

Project Study Report

On
Training Undertaken at
SARAS DAIRY, ALWAR
(Alwar Zillah Dugdh Utpadhak Sahkari Sangh Ltd. Alwar)
Titled
CUSTOMER RELATIONSHIP MANAGEMENT
Submitted in partial fulfillment for the
Award of degree of
Bachelor of Business Administration

(SESSION 2008-11)

Submitted By: PRAMOD KUMAR SHARMA

BBA PT-3rd

Final Report

Submitted To:MR. MILAN CHAKRAWATI

HOD, B.B.A DEPT.

Page 1 of 77

PREFACE
Someone rightly said that practical knowledge is for better then classroom
teaching. And successful in any project is the result of hard work, right
opportunity a right time and proper and proper guidance .Every nice
work beings with systematic approach towards reaching successful
completion. Our work was not at all exception.
A fresh graduate would have absolutely no idea of the functioning of the
industry. He would probably be unaware about that departments and
their functioning. He would completely ignorant of the working condition
and the environment.
Before joining my summer Training at ALWAR ZILA DUGDH UTPADAK
SAHKARI SANGH LTD.

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I thought that an eight week training is futile academic requirement .By

the time I completed my training I Understood how important was for an
MBA student to do vocational training.

Acknowledgement
I express my sincere thanks to my project guide Mr. Akram Khan for
guiding me right from the inception till the successful completion of
the project. I sincerely acknowledgement her for extending their
valuable guidance, support for literature, critical review of project and
the report and above all the moral support she had provide to me with
all stages of this project.
I would also like to thanks the supporting staff Mr. Mahesh Sharma
(company Guide, Asst. manager) marketing, Saras dairy, Alwar
(AZDUSS Ltd.), Mr. Anil Kumar mathur (deputy manager,
Administration) Department, for their help and cooperation
throughout our project.

PRAMOD KUMAR SHARMA

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DECLARATION

I hereby declare that this project work entitled Customer relationship

management is my work, carried out under the guidance of

Company

Guide Mr. Mahesh Sharma . This report neither full nor in part has ever been
submitted for award of any other degree.
I further declare that all the information and facts furnished in this
project report are based on my intensive research and finding. They are first
hand and original in nature. This information is not copy it is original report.

PRAMOD KUMAR SHARMA

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Executive Summary

Each day is a new learning experience and so was the case during my
Executive Training. Every day I learnt something new. During my training
I learnt the following things:
1) First and foremost I learnt to practically apply the knowledge gained
through theory classes and bridge the gap between academic
institution and corporate world.
2) Understood the importance of job responsibility.
3) How coordination is maintained between different departments like
marketing, human resource, administration.
4) Learnt the ways to increase milk procurement.
5) Understood the distribution network adopted by Saras.
6) Understood how the management keeps its employees satisfied and
retain them.
7) The processes that the milk passes through before reaching the final
consumers.
8) The processes by which various milk products like ghee, butter, dahi,
paneer, chhach, lassi, shrikhand, etc. are prepared.
9) Learnt how to conduct door to door interviews. Initially I felt slightly
uncomfortable conducting the interviews but with time I learnt a lot
and became very comfortable conducting door to door personal
interviews.
10) Learnt to organize plant visit for visitors.

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11) Learnt to take demand of Saras products from various stations

through phone or personal contact in the prescribed Performa.
12) Learnt how to build a good rapport with the staff. I was very
successful in building good rapport with the staff of the marketing
department and other departments of the organization as well.

I worked as an intern in Saras dairy (AZDUSS Ltd., Alwar) which

processes and markets milk products which are quickly perishable.
Therefore the marketing strategy of Saras is very different from others. In
this type of organization it is necessary to maintain a balance between
demand and supply and I learnt very well how to maintain a balance
between demand and supply.

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CERTIFICATE FROM THEORGANIZATION

ACKNOWLEDGEMENT
DECLARATION
PREFACE
EXECUTIVE SUMMARY
1. INTRODUCTION ..9-26
About company (Company Profile)
About Topic
2. OBJECTIVE........27
4. DATA ANALYSIS ..28-31
5. FINDINGS 32-35

Milk Product Manufacture

Milk Procuremnt Chart
Liquid Milk Sale
Turn Over Chart
6. TASKS36
7.TARGETS38
8. STRATEGY39
9. MARKET SURVEY.40-46
10. SURVERY RESULT.47
11. DEPARTMENT OF SARAS DAIRY.50-58
12. LEARNING IN THE EXECUTIVE TRAINING..59-61
13. SWOT ANALYSIS62
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14. CONCLUSION.63-64
15. LIMITITION 65-66
16. SUGGESTION67
17.QUESTIONNAIRE68-74
18.ABBREVIATION75
19.BIBLIOGRAPHY...76

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INTRODUCTION OF SARAS (AZDUSS LTD.)

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.

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CHAIRMAN

Mr. Ram Phal Gurjar

MANAGING DIRECTOR

Mr. R.K Trishal

ESTABLISHMENT YEAR 1972

IN ALWAR
EMPLOYEES

Permanent employees 197

CERTIFICATION

Contract labor
ISO 9001-2000

150

IS 15000 (HACCP Food Safety Management

System)
NO

OF

REGISTERED 795

COOPERATIVE
SOCIETIES
PRODUCTS

Full cream milk, toned milk, double toned

milk, skim milk, dahi, paneer, ghee, chhach,
lassi, shrikhand

NEW PRODUCTS

Ice-cream and softy to be launched soon

ADDRESS
TELEPHONE

Jaipur Road, Alwar 301001 [Rajasthan]

(0144)-2702644(Customer care), 2701010,

FAX

2333926
(0144)-2342925

E-MAIL

rcdfalw1_jp1@sancharnet.in

TURN OVER (2007-08)

99.15 Crore

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UNDERSTANDING ISO-9001-2000 AND HACCP

Introduction
Adoption of ISO-9000 and HACCP standards for an organization are order of
the day and need of the time to be on competitive edge in the Food Industry.
It demonstrates the ability of dairies of Rajasthan Co-operative Dairy Federation
to satisfy the needs of its customers and interested parties.
Today, almost all the major unions of R.C.D.F. are certified under ISO 90012000 and HACCP, integrated quality and food safety management systems.
Nevertheless, understanding of the concepts of ISO 9001-2000 and HACCP is
confined to small section of top/middle management employees.
Therefore, an effort is being made through this article in a precise and
simplified manner to explain the basic concepts of ISO 9001-2000 and HACCP
standards, which will surely help in better understanding of these standards
among the rank and file of the organization.

HACCP
HACCP is a food safety management system and has its origin in U.S.
manned space programme to ensure food safety to the astronauts in late
1960s.
The standard designed to keep food safe in outer space has now become a
standard on the earth.

What is HACCP:Final Report

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A system, which identifies, evaluates and controls hazards, which are

significant for food safety.
H- Hazard
A- Analysis
C- Critical
C- Control
P- Points

Milk products of Saras dairy, Alwar

Types of milk
Product

Name

Packing Price
Color

FAT
content

Full cream
milk
Toned
milk
Double
toned milk
Skim milk

Gold

Red

Taaza

Blue

Smart

Yellow

Lite

Purple

Final Report

Rs.23/litr
e
Rs.19/litr
e
Rs.17/litr
e
Rs.15/litr
e

Page 12 of 77

Packing

6.0%

SNF
conten
t
9.0%

3.0%

8.5%

and 1 litre

1.5%

9.0%

and 1 litre

0.5%

8.5%

and 1 litre

and 1 litre

FRESH MILK PRODUCT OF SARAS DAIRY

Product

Packing

Price

Chhach plain

500 ml

Rs.8

Chhach namkeen

250 ml

Rs.6

Lassi

250 ml

Rs.7

Paneer

200 gm and 1 kg

Rs.25 and Rs.130

Ghee

litre and 1 litre

Rs.92 and Rs.180

Dahi

200 gm cup

Rs.8

Shrikhand plain

100 gm cup

Rs.9

Shrikhand Kesar
Pista

100 gm cup

Rs.10

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COMPANY PROFILE

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. AZDUSS Ltd., Alwar
was established in the year 1972 keeping in mind the interests of the cattle
rearers to implement dairy development activities in the Alwar district,
under Operation Flood Program. The task of milk collection started from
22nd August 1973. The main objective of the organization is to eliminate
the role of intermediaries and give cattle rearers good value for the milk
and prevent them from exploitation. The other objectives of the
organization are:
To help in financial development of the villages and cattle rearers.
To help in the social and financial development of the rural milk producers.
To increase the milk producing capacity of the cattle.
To make available pure, healthy and high quality milk and milk products
to the customers.AZDUSS receives direction and assistance from Central
Government, State Government, RCDF Ltd. Jaipur and National Dairy
Development Board, Anand from time to time. Presently the dairy plant
has a capacity to process 1.50 lakh litre milk, prepare 10 M.T. milk powder
and 9.0 M.T. ghee per day. Besides these the plant also prepares chhach,

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lassi, dahi, shrikhand, paneer and other milk products. The plant also has a
capacity to pack 2.50 lakh litre milk per day.
The Alwar plant of Saras (AZDUSS Ltd., Alwar) has been certified under
internationally accepted quality and food safety management systems in
accordance with ISO 9001-2000 with HACCP. The organization also helps
in improvement of animal breed, providing animal health services,
insurance of animals, women dairy project and providing vermicompost
manure to the cattle rearers. The organization also provides cattle feed
which is purchased from Nadbai and marketed in Alwar.

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Final Report

Page 16 of 77

PRODUCT PORTFOLIO

Saras Dairy, Alwar (AZDUSS Ltd., Alwar) prepares and markets the
following products:
Milk (Available in and 1 litre packs)
Full cream Milk (Red)

Gold

It contains FAT- 6% and SNF- 9%

Toned Milk (Blue)

Taaza

It contains FAT-3% and SNF- 8.5%

Double toned Milk (Yellow)

Smart

It contains FAT-1.5% and SNF-9%

Lite

It contains FAT-0.5% and SNF-8.5%

Skim Milk

(Purple)

Chhach
Plain

500ml

Namkeen

250ml

Lassi

250ml

Ghee

litre , 1 litre and 15 litre tin

Paneer

200 gm and 1 KG

Shrikhand

100 gm Cup

Dahi

200 gm Cup

Butter

100 gm and 500 gm

(Purchased from Jaipur Dairy, marketed in Alwar)

Flavored milk

200 ml Bottle

(Purchased from Jaipur Dairy, marketed in Alwar)

CONSUMER BEHAVIOUR

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Marketing concept start with the consumer needs and in behaviour in

meeting these needs. Every action of a person is based on needs. The real

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problem is to learn what a consumer take into consideration when he chooses

a particular brand. Such a study is concerned with consumer behaviour.
consumer behaviour is that subset of human behaviour that is concerned
with decisions and acts of individuals in purchasing and using product.
Consumer behaviour is subset of customers behaviour,it concerned with
decisions that lead up to the act of purchase.
The study of consumer behaviour is the study of how individuals make
decision to spend their available resources (time,money,effort) on
consumption related items.
It includes the study of wht they buy it, when they buy it, where they buy it,
how often they buy it, and how often they use it?
For the marketer that person is important who makes the buying decision , not the one
who actually makes the purchase or uses the product. Understanding this person helps
marketers to develop marketing mixes and predict how targeted customers will respond
to them.

We can take a example here.

Example:
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Product: Tooth paste

What type of tooth paste do consumer buy ( gel,regular striped)

What brand ( national brand, private brand, generic brand)
Why do they buy it ( to prevent cavities,to remove stains,to brighten or
whiten teeth,as a mouth wash)
Where do they buy it ( super market, drug stores,convenience store)
How often do they use it ( when the wake up, after each meal, when
they go to bed)
How often do they buy it ( weekly,bi weekly,monthly)

The study of consumer behaviour attempts to find the answer of

the following question:
.
Who constitue the market?

Occupents

What does the market buy?

Objects

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 Why does the market buy?

Objectives

Who participate in buying?

Organization

How does the market buy?

Operations

When does the market nuy?

Occasions

Where does the market buy?

Outlets

THESE ARE ALSO CALLED AS 7OS OF CONSUMER BEHAVIOUR

For the marketer that person is important who makes the buying decision , not the
one who actually makes the purchase or uses the product. Understanding this
person helps marketers to develop marketing mixes and predict how targeted
customers will respond to them.

PSYCHOLOGY OF CONSUMERS

For making a successful marketingprogram it is necessary for a

marketers to study the consumer behaviour so that he would know the
attitudes, intentions, desires of the customer.
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Customer psychology has the following components:

Knowledge : knowledge is one type of information and on the
basis of the knowledge, the psychology of customer develops. For
giving knowledge of the product to the customers, promotion play
an important role.
Attitude : attitude is a state of mind or feeling. It induces a
predisposition to behave in some way. Attitudes are veruy
important in explaining buyer behaviour.
Intention : intention means desires to do some thing. After
knowing the intention of customers, the marketing programme an
be formulated and can be co-ordinated with the production.
Motive : it is the intergral state which directs the behaviour of a
person. Some people call it urge. Because of the urge, the persons
behaviour is directed towards a particular cause.

SEVEN KEYS TO CONSUMER BEHAVIOUR

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Key 1

Consumer behaviour is motivated.

Key 2

Consumer behaviour includes many types of activities.

Key 3

Consumer behaviour is a process.

Key 4

Consumer behaviour varies in timing and complexity.

Key 5

Consumer behaviour involves different roles.

Key 6

Consumer behaviour is influenced by external factors.

Key 7

Consumer behaviour differs for different people.

BUYING MOTIVES

INTRODUCTION:
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A motive is a drive or an urge for which an individual seeks

satisfaction, thus, any urge moving or prompting a person to purchase
decision is called a buying motive.
According to S.A SHERLEKAR
a buying motive is the reason why a person buyes a particular
product. It is driving force behind buying behaviour and may be
based on psychological or physiological wants.
Thus a motive or prupose of the purchase is mental instinct. It is
imposed or created. It comes from within the man. Some of the
buying motives for example are food and drink, comfort to attract
opposite sex, welfare of beloved ones, freedom from fear and danger,
to be superior, social approval to live longer, cleanliness, efficiency,
style and beauty, curiosit etc.

SOME ACTIVITIES INVOLVED IN CONSUMER BEHAVIOUR

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Thinking about product

Viewing ads
Seeing displays
Observing others
Discussion with friends
Gaining information
Asking opinions
Giving advice
Deciding to buy
What product?
Where?
How?
When?

Visiting stores

Using the product

Evaluating the alernatives

Add to experience
Tell friends or family
Complain to seller

Discussion with salesperson

Others

Deciding to buy
Which brand?
Which type?
From whom?
How much to pay?
Arranging payment
Settling details
Storing the product

Make payment
Maintenance
Prepare for posible
Next purchase
Disposal

FACTOR INFLUENCING CONSUMER BEHAVIOUR

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CULTURAL
Cultural
Sub culture
Social class

CONSUMER
PSYCHOLOGICAL
Motivation
Perception
Learning
Attitudes and beliefs

DECISION
MAKING

PERSONAL
Age & life
Cycle stage
Occupation
Income
Life style
Personality
Self concept

OBJECTIVES
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SOCIAL
Reference
Groups
Family
Roles and
status

I joined Saras Dairy, Alwar (AZDUSS Ltd., Alwar) as an intern on 21 july 2008.
I am working in the Marketing Department of Saras.
The objectives of the Executive Training at Saras Dairy (AZDUSS Ltd., Alwar)
are:
To identify the working of the organization.
To conduct an exhaustive analysis of the marketing department.
To increase the sales of the products that are prepared and marketed by
the organization.
To conduct an extensive study of the market place and the customers
needs.
To understand the core business of the company, organization chart, key
personnel in the company, manufacturing units, marketing channels,
financial policies, etc.
To do a comprehensive analysis of the company and prepare the SWOT
(Strengths, Weaknesses, Opportunities and Threats) analysis report for the
company.
To build a good rapport with the companys staff.
To understand the organizational structure and the top management team
including the Chairman, Managing Director and the Officers.
To do a practical and live observation of the work place.
To understand the attitudes and behavior of the customers.

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DATA ANALYSIS

Table showing change in price of different Saras products

Product

Price
before
01st April
07

Price as on
07th April
07 and
onwards
Rs.21 per
litre
Rs.17 per
litre
Rs.15 per
litre
Rs.13 per
litre

Price as on
01st May
07 and
onwards
Rs.22 per
litre
Rs.18 per
litre
Rs.16 per
litre
Rs.13 per
litre

Price as on
01st July 07
and
onwards
Rs.23 per
litre
Rs.19 per
litre
Rs.17 per
litre
Rs.15 per
litre

FCM (Gold)

Rs.20

Toned Milk (Taaza)

Rs.16

Double Toned Milk

(Smart)

Rs.14

Skimmed Milk (Lite)

Rs.13

Ghee (1 litre)

Rs.160

Rs.165

Rs.170

Rs.180

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.130

Lassi (250 ml)

Rs.5

Rs.6

Rs.7

Rs.7

Chhach (Plain) 500 ml

Rs.6

Rs.7

Rs.7

Rs.8

Chhach (Namkeen) 250

ml

Rs.4

Rs.5

Rs.6

Rs.6

Shrikhand Plain (100 g)

Rs.7

Rs.7

Rs.8

Rs.9

Shrikhand Kesar Pista

(100 g)

Rs.8

Rs.8

Rs.9

Rs.10

Flavored Milk (200 ml)

Rs.10

Rs. 10

Rs.10

Rs.10

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Page 28 of 77

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

PERFORMANCE AT GLANCE
01-02 02-03 03-04 04-05
05-06
06-07
S.NO. PARTICULAR
1

Registered DCS

497

532

609

681

742

795

Functional DCS

368

442

465

564

599

632

Prop. DCS (CC)

366

388

454

451

462

443

DCS Membership

70281

76931

82655

Milk Procurement (per

day)
Rate / KG (Rs)

5958 6296 6621

8
6
7
87.74 88.79 97.82

108.9

89.65

79.54

9.98

10.77 13.56

12.29

13.22

15.05

3195

3491

4856

4884

4325

4370

Milk payment
(Rs.Lakhs)
City Supply (TLPD)

15.5

18.62 29.52

35.71

67.03

132.69

M.D. Supply (TLPD)

75.71

101

10

Ghee Sale Total MT

817

652

11

Ghee Sale (DCS) MT

104

12

Cattle Feed Sale (MT)

13
14

6
7

143.5

120.05

1056.7
2
203.48

683.16

941.63

79

144.7
8
485.4
5
80.66

213.83

225.1

3035

3363

4636

6333

7001

Turn Over (Rs. Crore)

53.6

59.57 93.77

96.33

95.8

6921.3
5
99.15

Net Profit (Rs. Lakhs)

64.14 69.43 67.56

8.88

2.25

57.4

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Table showing Saras Milk Supply of Alwar City with percentage

00- 01-02

Gro.

01-02growth
02-03

Gro.

02-03

03-04

Gro.

Apr
h

102
01

9788

-4.59
%

9788

10214

4.35
%

10214

13094

28.20
%

May

975
59 10944
962
9862
7

12.17

10944

12946

18.29

12946

15341

18.50

2.52

9862

11683

18.46

11683

16806

43.85

104
9975
0
104
34 10283

-4.40

9975

12090

21.20

12090

17114

41.56

-1.42

10283

11322

10.10

11322

15654

38.26

933
31 10255
791
8361
7

9.83

10255

9890

-3.56

9890

16368

65.50

5.70

8361

9985

19.42

9985

13530

35.50

669
0
588
9

7818

16.70

7818

8848

13.17

8848

11777

33.10

7329

24.58

7329

8451

15.31

8451

10682

26.40

573
3
690
3

6805

18.70

6805

8275

21.60

8275

10282

24.25

8063

16.79

8063

9716

20.50

9716

11375

17.07

23.32

8978

10857

20.93

10857

12591

15.97

Total

728
8978
4
100
0 10846

Avg.

835
247

Month

Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar

9038
1

120
8

108461 124277
9038

10356

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180

124277 164614

388

15

10356

32

13718

Month

03 04-05

Gro.

04-05

05-06

Gro.

05-06

06-07

Gro.

hhhh
Apr

- 14181
13

%
8.30

14181

14683

%
3.54

14683

18855

%
28.41

May

09
15 15318

-0.15

15318

18668

21.87

18668

19975

7.00

Jun

34
16 16558

-1.48

16558

18371

10.95

18371

20888

13.70

Jul

80
17 15623

-8.71

15623

16857

7.90

16857

21958

30.26

Aug

15
11 14357

-8.29

14357

17102

19.12

17102

19572

14.44

Sep

65
16 12392 -24.29

12392

15770

27.26

15770

20807

31.94

Oct

36
13 13005

-3.88

13005

15179

16.72

15179

18197

19.88

Nov

11 10828
53

-8.06

10828

14026

29.53

14026

16542

17.86

Dec

77
10 10208

-4.44

10208

13177

29.09

13177

16012

21.51

Jan

68 10807
10

5.11

10807

13352

23.55

13352

16279

21.92

Feb

28
11 11640

2.33

11640

15241

30.94

15241

18034

18.33

Mar

12
37 14110

12.06

14110

15314

8.53

15314

18593

21.41

Total

16
59 15908

-31

159087 187740

229

187740 225712

247

Avg.

46
7
13 13252

-3

13252

18

15645

20

15645

71

FINDINGS
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20519

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

MILK PRODUCT MANUFACTURE

QTY. IN M.T.

1500
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08
1000
GHEE 720
678
607
612
754
1162
SMP 207
500
WMP 290

132

12

243

399

1118

342

255

80

197.5

155

YEAR

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Page 32 of 77

GHEE
SMP
WMP

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

MILK PROCUREMENT
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
90

QTY. 000,Kgs

80
2002-03
2003-04
Series

70
59.59
60

62.97

2004-05

2005-06

2006-07

2007-08

66.22

70.28

76.93

82.66

50
40
30
20
10
0

YEAR

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ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

LIQUID MILK SALE

2003-04
2004-05
2005-06
2006-07
2007-08

000' LIT PER DAY

140
120
100
80 2003-04 2004-05 2005-06 2006-07 2007-08
29.56
35.81
67.03 132.69
Series60 18.6
40
20
0

YEAR

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ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

2003-04
2004-05
2002-03
2005-06

TURN OVER

2006-07
2007-08

2002-03
Series120 53.6

2003-04
59.57

2004-05 2005-06
93.77

96.33

100

Crore

80
60
40
20
0

Year

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2006-07

2007-08

95.8

99.15

Tasks
The tasks specified by the SIP Company (AZDUSS Ltd., Alwar)
are:
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.

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Targets

.
Target is defined as goal which has to be fulfilled
and sounds compulsiveness. Without setting target it is
difficult for anybody to achieve his/her objectives.

The targets that were set for me during the training are:
To make maximum people aware of Saras..
To increase the sale of Saras products.
To

implement

human

resource

management

techniques to increase the satisfaction level of the

employees of AZDUSS Ltd., Alwar.
To interview 500 homes to know their views and
opinions about Saras products.

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During the course of my training at Saras dairy (AZDUSS Ltd.,

Alwar) I was assigned many tasks and targets. In this section I present
the targets and tasks in a tabular form.

Targets and Tasks Assigned to me

S

TARGETS/TASKS

DATE

NO.
1 To conduct Survey of 500 people

25th july 2008 to 20th Aug. 2008

3 To survey 9 parlours and 21 booths

21th Aug. 2008 to 2th Sept. 2008

1.
2.
4 To take demand from various
3.
4.

stations
5 Collected

secondary

data

from Got

various departments

over
4 Sept. 2008

of the organization

Strategy
Final Report

information

about

milk

procurement, Liquid milk sale, turn

6 Interviewed the Managing Director

5.

--

Page 38 of 77

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.
A marketing strategy is most effective when it is an
integral component of corporate strategy, defining how the
organization

will

engage

customers,

prospects

and

competitors in the market arena for success. It is partially

derived from broader corporate strategies, corporate missions,
and corporate goals. They should flow from the firm's mission
statement. They are also influenced by a range of micro
environmental factors.

ANALYSIS OF PERFORMANCE VS. TARGET

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I started my SIP training at Saras dairy (AZDUSS Ltd., Alwar) on 21

july2008was given the responsibility of surveying 210 booths, 9 parlours.
I was asked to increase awareness about Saras products amongst the general
public by organizing plant visits for them. For this I organized plant visit for
many people.
Another task assigned to me was to be a part of the milk testing camps
organized by the marketing department of Saras (AZDUSS Ltd., Alwar). For
this we went to various locations of Alwar city and tested the milk samples
brought by the general public. We provided them instant results and explained
them the advantages of using Saras products. Many of them were convinced
that Saras products are better as compared to the products provided by local
vendors. This has increased the sale of Saras products, specially milk.
S.No.

Factor

Target
door 500

Performanc
e
500

Variance

Reason

Nil

1.

Door
to
surveys

2.

Booth surveys

21

20

Due
lack
time

3.

Parlors surveys

Nil

MARKET SURVEY

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to
of

AIM
In market survey our aim is to find out any possible target market for saras
in TIJARA or BHIVADI increase the no of customers or know their
satisfaction level

METHOD OF SURVEY
Survey Research
Research is the search for, and retrieval of, existing, discovery
or creation of new information or knowledge for a specific purpose.
Research has many categories, from medical research to literary
research. Marketing research is a form of business research.
A survey research is defined as the method of collecting
information by asking a set of pre formulated questions in a
predetermined sequence in a structured questionnaire to a sample of
individuals drawn so as to be representative of a defined population.

METHODS OF CONDUCTING SURVERYS

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 Personal Interviews: Personal interviews are characterized

by the presence of four entities i.e. the researcher, the
interviewer, the interviewee and the interview environment.
Telephonic Interviews: Telephonic interviews are judged as
one of the best cost-effective alternatives to face-to-face
interviews and mail surveys.
Self-administered Interviews: Self administered interview
is an interview in which the questionnaire is filled out without
the intervention of an interviewer.
Mail Surveys: Mail survey is a survey where questionnaire is
sent to the qualified respondents by e-mail.

Method of survey research used by me: Personal Interview

(Door to Door Interview)

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Reasons for Choosing Personal Interview:

I chose the personal interview method for survey research due to the following
reasons:
1)

Feedback Opportunities: In face to face interview, doubts of the

interviewee can be clarified. Also the respondent can be assured
confidentiality.

2) Probing: The interviewer in a personal interview can explore the

respondent for complex answers. The detailed information so obtained is
very useful to the researcher.
3) Length of Interview: The length of interview is better in personal
interviews. In a personal interview, chances of the respondents answering
all the questions are greater as compared to other non-personal survey
methods. Personal interviews lead to improvement in the quality of
responses.

CONCLUSIONS

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The following pie charts show the opinion about various Saras products.

Figure 1
People's opinion about Dahi

13%

Like very much

36%

15%

like somewhat
neutral
dislike somewhat
dislike very much

18%
18%

Figure 2

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People's opinion about Lassi

10%

14%

44%

8%

Like very much

like somewhat
neutral
dislike somewhat
dislike very much

24%

Note: The graph only shows the opinion of the people I surveyed and not of the
general public.
During the training my major work was to conduct booth/parlour surveys and
customer surveys. My efforts have benefited the company (AZDUSS Ltd.,
Alwar) in the following ways:

I surveyed Saras parlours and booths and tried to find out the problems
faced by the booth/parlour owners.
The problems faced by the booth/parlour owners were:
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 They did not get timely supply of products from Saras dairy.
They did not receive cover stands and straws to serve the customers
better.
5. I conveyed these problems to the Managing Director of AZDUSS Ltd.,
Alwar.
He immediately took action after receiving my feedback.
This has resulted in timely supply of material to the booth and parlours
and cover stands and straws were also provided to them.
After these actions were taken, customers started getting better facilities
and this enhanced the goodwill of the company (AZDUSS Ltd., Alwar).
I also interviewed the staff of the marketing department to judge their
satisfaction level. It proved very beneficial to the head of the
organization, the Managing Director, as he came to know the satisfaction
level of the employees of his organization and the action he needs to take
to keep his staff completely satisfied so that they can work well for the
betterment of the organization and remain loyal towards the organization

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SURVEY RESULT

During the course of SIP training I conducted survey of 9 Saras parlours,

205 booths. The results of the survey are presented graphically as follows:

Survey result of 214 people on 21 / 9 Booths/Parlours

%
12
6%
16%

1%
2

35
Highly satisfied
102
48%

Very much satisfied

Fairly satisfied
Unsatisfied

29%
Highly unsatisfied

63

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S.No.

Factor

Target
door 500

Performanc
e
500

Variance

Reason

Nil

Due
lack
time
-

1.

Door
to
surveys

2.

Booth surveys

21

20

3.

Parlors surveys

Nil

to
of

During the course of my training I surveyed some people who for some or the
other reason are not using Saras products or are unable to use Saras products.
The reasons they gave are presented below in a tabular form.

S.No.

Factor

Absence of home delivery

% of the people
surveyed
20.00

Unknown about Saras products

12.00

Products are expensive

Priority to buffalos milk

Possess bad smell

Non availability of booth in the vicinity

6.8

Use Saras milk in case of emergency only

5.2

Faith in long association with the milkman

9.2

Not able to pay in cash

8.8

10

Consumers own cows and buffalos

11

No price consistency

TOTAL

100
Table 1

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My observation about various Saras products with

respectpeoples liking
Product

My observation
Excellen
t

FCM (Gold)
Toned Milk (Taza)

Very
Good

Very
Poor

Dahi

Paneer

Lassi

Chhach (Plain)

Chhach (Namkeen)

Poor

Double toned milk

(Smart)
Skimmed milk (Lite)
Ghee

Good

Shrikhand (Plain)

Shrikhand
(Kesar
Pista)
Flavored Milk

DEPARTMENTS OF SARAS DAIRY (AZDUSS LTD.,

ALWAR)
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Marketing Department
According to Peter Drucker, The aim of marketing is to make selling
superfluous.
Marketing department is one the most important department in every
organization.

The marketing activities of the organization include

providing support to the milk unions within and outside the state. The
marketing department conducts various surveys to know the needs and
expectations of the customer
Marketing department is responsible for the sale of liquid milk. It decides the
routes by which the milk is supplied as well as decides the number of booths in
district and up country. It also appoints distributors for supply of milk from
dairy plant to different areas of district and up country market. Presently in
Alwar city there are 315 working booths and 10 parlours. AZDUSS Ltd., Alwar
is also marketing various fresh milk products in Saras brand like chhach, lassi,
paneer, shrikhand, dahi and long life products such as ghee, skim milk powder
and whole milk powder.

Various sales promotion techniques are used by marketing department to

increase the sale of Saras products like

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 Incentive schemes to dealers

Consultancy and hiring of marketing agency
Hoardings
Glow sign board
Gift hampers
Banners
Advertisement through local cable
Wall paintings

Human Resource Department

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Human resource is the most valuable asset for any organization. A human
resource manager is responsible to build up an effective workforce, handle the
expectations of the employees and make sure that they perform at their best. In
management human resource management deals with people. Each and every
organization consists of people and an organization has to utilize their services,
develop their skills, motivate them, and make sure that they remain committed
towards the organization to achieve the goals of the organization.
According to Byars and Rue Human Resource Management encompasses
those activities designed to provide for and coordinate the Human
resources of an Organization.
The human resource department manages the personnel serving the
organization.

The Human Resource Department performs the following functions:

Creation of posts and appointments.
Verification of character and antecedents
Pay of appointment
Age limits
Commencement of service
Probation of appointments
Certificate of health
Record of age
Consequence of particulars being false or suppressed
Relinquishment of services by employees and discharge of probationers

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 Termination of service of confirmed employee

Superannuating and retirement
Option to retire in certain cases
Requirement of medical examination
Retirement on medical grounds
Date of retirement

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Operations Department
The operations department defines the working of the organization.
Processes: The steps for preparation of various products are as follows:
Process of making Ghee

Pasteurizer
Cream Separator
(To separate cream from milk)

Cream Tank
(To collect the cream)

Butter Churn
(Where the cream is churned to make butter)

Melting Vat
(The butter is melted in Melting Vat)

Ghee Kettle
(The melted butter boils in ghee kettle)
(This ghee is collected and stored in settling tank)

Packing Department
(Where the ghee is packed in 1 litre and litre packs)

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Plain Chhach:
This is pasteurized milk which contains 3.1% fat and 8.6% SNF and acidity
1.08%. This milk is boiled at 40 degree celcius and 3% curd is added. It is
diluted by 40% DTM. This is packed in 500 ml packets and supplied to the
market for sale.

Namkeen Chhach:
In plain chhach various ingredients like 0.6% salt, 0.3% jeera, 0.15% rock salt
and 0.1% pepper is added to make namkeen chhach and packed in 200 ml
packets and supplied to the market for sale.

Lassi:
In plain chhach 12% sugar is added to make lassi and packed in 200 ml packets
and supplied to the market for sale.

Paneer Segment:
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Milk from SILO

Paneer Vat
(In this Vat the milk contains FAT 5.0% and SNF 9.0%.)
The milk boils in paneer vat at 80 degree celcius and 2% citric
acid is added in this milk to separate FAT, SNF and water

Paneer Hook
(Then curded milk is pressed in paneer hooks for 45 minutes, then this
paneer is put into chilled water at 5 degree celcius)

Packaging Department
(Here the paneer is packed in 1 KG and 200 gm for sale)

Facilities:
Saras Dairy, Alwar (AZDUSS Ltd., Alwar) provided the following facilities
during operations:1) Safety for workers
2) Medical facility
3) First aid facility

Finance Department

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Financial Management is defined as making available the required funds at an

acceptable cost and making sure that the funds are suitably invested according
to the plan. This task is performed by the Finance Manager of the organization.

Capital Structure Theories

The two sources of long term finance for a firm are
1) Equity Capital: - Equity capital is the owners own capital invested in the
business.
2) Debt Capital: - Debt capital is the capital raised from other sources which
is invested in business.
Arrange finances through loans from ICICI and HDFC. Earlier loans were taken
from Alwar Gramin Bank.
Final accounts are maintained yearly.
Daily transactions are maintained in one day business.
Budget is prepared by the Accounts Department.

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Financial Ratio Analysis

Ratio analysis is a widely used tool of financial analysis. It can be
used to compare the risk and return relationship of a firm of different
sizes. It is defined as the systematic use of ratio to interpret the
financial statements so that the strengths and weaknesses of a firm as
well as its historical performance and current financial condition can
be determined. The term ratio refers to the numerical or quantitative
relationship between two items/variables.
Ratio analysis is a systematic use of ratios to interpret the
performance and status of the firm.

Current ratio: This ratio reveals the relationship between current

assets and current liabilities.
Current ratio = current assets / current liabilities
Quick ratio/ acid test ratio: The acid test ratio is the ratio between
quick current assets and current liabilities and is calculated by
dividing the quick assets by the current liabilities.
Quick ratio = Quick assets / current liabilities

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Learning in the Executive Training

Each day is a new learning experience and so was the case during my Executive
Training. Every day I learnt something new. During my training I learnt the
following things:
First and foremost I learnt to practically apply the knowledge gained
through theory classes and bridge the gap between academic institution
and corporate world.
Understood the importance of job responsibility.
How coordination is maintained between different departments like
marketing, human resource, administration.
Learnt the ways to increase milk procurement.
Understood the distribution network adopted by Saras.
Understood how the management keeps its employees satisfied and retain
them.
The processes that the milk passes through before reaching the final
consumers.
The processes by which various milk products like ghee, butter, dahi,
paneer, chhach, lassi, shrikhand, etc. are prepared.

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 The marketing strategies adopted by Saras Dairy, Alwar (AZDUSS Ltd.,

Alwar).
Learnt how to conduct door to door interviews. Initially I felt slightly
uncomfortable conducting the interviews but with time I learnt a lot and
became very comfortable conducting door to door personal interviews.
Learnt to participate in milk testing camps and test the milk sample
for purity
Learnt to organize plant visit for visitors.
Learnt to take demand of Saras products from various stations through
phone or personal contact in the prescribed proforma.
Learnt how to build a good rapport with the staff. I was very successful in

building good rapport with the staff of the marketing department and
other departments of the organization as well.

I worked as an intern in Saras dairy (AZDUSS Ltd., Alwar) which processes

and markets milk products which are quickly perishable. Therefore the
marketing strategy of Saras is very different from others. In this type of
organization it is necessary to maintain a balance between demand and supply
and I learnt very well how to maintain a balance between demand and supply.

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SO, INSIST ON SARAS MILK JUST !!!!!

BECAUSE ONLY SARAS MILK GIVES YOU

TRUE VALUE FOR YOUR MONEY.

IT IS PURE, FRESH, NUTRITIOUS, HYGIENIC AND CREAMY.

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SWOT ANALYSIS OF SARAS DAIRY (AZDUSS Ltd., ALWAR)

STRENGTHS

WEAKNESSES

The products are very

pure
The
products
are
extremely hygienic
The plant is ISO 90012000
and
HACCP
certified

Low availability of raw

milk
Dependence on farmers
Reduced milk supply in
summers

OPPORTUNITY

THREATS

Milk is an essential
commodity which every
body uses.
There is no competitor
of packed milk in Alwar.

Milk can be produced

not manufactured.
There is always a
possibility
of
a
competitor entering the
market.

CONCLUSION

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During the two months of my training at Saras Dairy (AZDUSS

Ltd., Alwar) and the surveys I conducted till date, I reached the
following conclusions:
1) Saras (AZDUSS Ltd., Alwar) is a very large and reputed organization and
it gives me immense pleasure and satisfaction to be associated with such
a reputed organization.
2) The organization maintains state of the art quality and hygiene standards.
3) A coin has two sides and it holds true for every organization, no matter
how large or reputed it is, there are always some small shortcomings
along with the plus points of the organization and Saras is no different.
4) Prices of Saras products have been hiked three times during my SIP. I
observed that due to frequent price hike people are losing faith in Saras
and they think that Saras is very unreliable and has no consistency in
price. This factor has resulted in fall in sales.
5) Many people do not have faith in Saras products. They still believe that
the products made by the local dairies are better.
6) Some people feel that Saras products possess bad smell and thats why
they dont use Saras products.
7) Saras parlours/booths also face problems because sometimes there is no
timely supply of products to them. They receive the products late in the
day and then these products have to be sold the next day. People do not
accept such products.

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8) People believe that the Saras products are costly.

9) During the course of customer survey I also found the general publics
opinion about different Saras products.

LIMITATIONS
Any research in any field topic gives some new results, discovering new
areas etc. but there are always some limitations thereof.
The limitations that I came across during the course of my training at
Saras (AZDUSS Ltd., Alwar) are:
Response Bias: Sometimes the respondents consciously or unconsciously
misrepresent the truth, and then it amounts to response bias.
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 Non response errors: 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.
Fluctuations in weather conditions: During the survey I came across
unfavorable weather conditions like scorching heat and dust storm.
Scarcity of time: 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.
Different tastes and preferences: 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.
Inaccurate information: The answers given by the respondents are not
always correct and may be misleading.
Time consuming: 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.

Small sample size: The sample size is small and it may not actually
represent the whole population.
1) Difficult to convince people: 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.
2) Limited information: Being a trainee, it became difficult to obtain some
confidential information about the organization. This sometimes became
a hurdle during the training.
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3) Non availability of person: In some cases the person is not present at

home.
4) Dependence on respondents views: The data collected is totally
dependent on respondents views, which could be bias in nature.
5) Difficult to recall: It is not possible and economically viable to revisit a
person who was not present at home.
6) Lack of educated and cooperative respondents: Personal interviews are
successful only when the respondents are educated.

The limitations that Saras Dairy comes across are:

1) Low availability of raw milk in summers.
2) Dependence on milk producers.
3) Dependence on monsoons.
4) Milk can be produced not manufactured.
Increasing competition in dairy industry.

SUGGESTION

Home delivery facility should be provided.

Increase in advertisement and publicity.
Motivation programme for booth and parlour owners.
All information regarding Saras dairy and its products should be available on
internet.
The policy that an organization must follow in order to run successfully is

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 Employee identification card should be provided to employees of Saras.

Good coordination between marketing department and booths & parlour
owners
Inspection and frequent check of booths and parlours.

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.
Questionnaire design is a vital issue in interviewing. A properly
designed questionnaire can tap the necessary information from the

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respondent. Therefore, researchers always design a tactful set of

questions to probe and prompt the interviewee to give useful answers.
Questionnaires fall under various categories, such as structured,
unstructured, disguised and undisguised.

The questionnaire consists of two types of questions:

Open Ended Questions
Close Ended Questions

Format of questionnaire used in door to door survey

Dear Respondents,
I Akhalesh kumar gupta, MBA student of Rajasthan Technical University
conducting a survey of the various products of the Alwar Dairy, such as Lassi,
Chhach, Dhai, Cheese, Shrikhand, & other milk products which are available in
the local market.
Alwar Dairy has its name for the quality products, it in your service since 1975
It would be grateful if you could fill up the following questions in this regard,
all the information supplied by the respondents shall be kept confidential.
Your
Name:
Address:
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.
.
Page 68 of 77

Phone:
Email:

.
.

Which age group do you belong:(a) 10 -20

(b) 21-30
(c) 30-50
(d) 50 above

Occupation:
(a) Government Employee
(b) Business
(c) Agriculture
(d) Other (Pls. Specify)

Income Group:
(a) Up to Rs.10,000
(e) Between Rs.10,000 25,000
(f) Between Rs.25,000 50,000
(g) Above Rs.50,000

Q.1. Which product(s) of Alwar Dairy you are using at present?

Products
Lassi
Chhach
Dhai
Cheese
Shrikhand
Butter
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Ghee
Milk

<Q.2. How would you rank them in terms of prices?

Product
Lassi

Highly Priced

Getting value for Money

Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.3. How would you rate them in terms of (Quality) fresher?

Product
Lassi

Fair

Good

Very-Good

Excellent

Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.4. How you liked the taste.product in terms of

Product
Lassi

Final Report

Fair

Good

Very-Good

Page 70 of 77

Excellent.

Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.5. How you liked the product in terms of packaging.

Product
Lassi

Fair

Good

Very-Good

Excellent

Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.6. What you think the pack size available is.

Product
Lassi

Bigger

Appropriate

Chhach
Dhai
Cheese
Shrikhand
Butter

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Small

Ghee
Milk

Q.7. How often you take these products?

Product
Lassi

Once a week Twice a week

Thrice a week

Daily

Dhai
Cheese
Shrikhand
Butter
Ghee

Q.8. Where do you get these products.

Product
Lassi

Milk Bar

Milk Booth

Near by Retailer

Milk
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.9. What you say about the availability of these products?

Products

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Always

Not always

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Rarely

Lassi
Milk
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.10. How you have these products.?

Products
Lassi

Drinking\Direct Intake Other purpose (Specify)

Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.11. The factors that you may consider while buying a product.
(Rank them in order of priority)
Price
Freshness of product
Over all quality
Brand Name

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Q.12. Is there is any complain regarding the product about?

Taste
Freshness
Price
Pack. Size
Cleanliness
Flavour
Any other (please mention)

Q.13. Would you like to give your valuable suggestion regarding

the improvement in the product or regarding the packaging or
any other. Please feel free to tell me.

I deeply thanks to you for giving me your such a valuable time.

( Akhalesh kumar gupta )

ABBREVIATIONS
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AZDUSS..................Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd.,

DCS..........................District Cooperative Societies
FGS..........................Finished Goods Supply
FMP.........................Fresh Milk Products
HACCP...................Hazard Analysis Critical Control Points
ISO...........................International Standard Organization
OJT..........................On Job Training
SIP...........................Summer Internship Program
SKM.........................Skimmed Milk Powder
WMP........................Whole Milk Powder

BIBLIOGRAPHY

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The definitions and data used in this report are compiled from the

following sources:
1) Textbook on Marketing Management, ICMR publication, Hyderabad
page no. 189- 205.
2) Textbook on Marketing Management by PHILIP KOTLER:11th edition
page no. 104 130.

3) Marketing management , Dr. C.B Gupta, Sultan chand & Sons

publication, page no. 205-217
4) Marketing management An Indian perspective, P.K Agarwal,
Pragati Prakashan,Meerut, page no. 80-95
5) Annual publication of Saras Dairy, Alwar
6) MIS department of Saras dairy (AZDUSS Ltd., Alwar).
7) Principles of Marketing by Philip Kotler and Gary Armstrong.
8) Marketing Management ( Ramaswamy or Namakumary)

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Final Report

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