A PROJECT REPORT ON

A Project Report submitted to the SRM University

in partial fulfillment of the requirements for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

Nakul Sharma
(Reg.No. 3510910943)

Under the guidance of

Ms. Subhulakshami
Asst. Professor

School of Management
SRM University
KattanKulathur
 MAY- 2011

Bonafide Certificate

This is to certify that the Project Report entitled “A Study on Customer Perception and
Customer Satisfaction Towards Unicon Investment Solution Ltd, Chennai” , in
partial fulfillment of the requirements for the award of the Degree of Master of Business
Administration is a record of original training undergone by Mr. Nakul Sharma during
the year 2011 of his study in the SRM School of Management, SRM University,
Kattankulathur under my supervision and the report has not formed the basis for the
award of any Degree/Fellowship or other similar title to any candidate of any University.

Guide Dean-MBA

Ms. Subhulakshami Dr. Jayashree Suresh

Submitted for the Viva Voce held on ______________ at SRM University.

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION

I, Mr. Nakul Sharma, hereby declare that the Project Report, entitled “A Study on
Customer Perception and Customer Satisfaction Towards Unicon Investment
Solution Ltd, Chennai” , submitted to the SRM University in partial fulfillment of the
requirements for the award of the Degree of Master of Business Administration is a
record of original training undergone by me during the period Mar-May 2011 under the
supervision and guidance of Ms. Subhulakshami, Asst. Professor, SRM School of
Management, SRM University, Kattankulathur and it has not formed the basis for the
award of any Degree/Fellowship or other similar title to any candidate of any University.

Signature of the Student

Place: Chennai

Date:
 ACKNOWLEGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly contributed

in the development of this work and who influenced my thinking, behavior, and acts
during the course of study.

I express my sincere gratitude to Mr.(Production Manager), worthy Principal for

providing me an opportunity to undergo summer training at Unicon Securities Pvt. Ltd.

I am thankful to Mr., Israrul Haq Relationship Manager-Equity offline of Unicon

Securities for his support, cooperation, and motivation provided to me during the training
for constant inspiration, presence and blessings.

I also extend my sincere appreciation to Prof. Subhulakshami who provided their

valuable suggestions and precious time in accomplishing my project report.

Lastly, I would like to thank the almighty and my parents for their moral support and my
friends with whom I shared my day-to-day experience and received lots of suggestion
that improved my quality of work.

(Nakul Sharma)
 CONTENTS
PAGE
S. No. PARTICULARS
NO.
List of Tables
List of Charts
Executive Summary
1 Introduction 1
1.1 Industry Profile 1
1.2 Major Players 7
2 Company Profile 8
2.1 History 8
2.2 Mission & Vision 11
2.3 Product & Service Information 12
3.1 Objectives of Study 27
3.2 Scope of the Study 28
3.3 Limitations of the Study 29
4 Review of Literature 30
5 SWOT Analysis 37
6 Research Methodology 43
7 Data Analysis & Interpretation 46-64
8 Findings & Recommendations 65-66
Conclusion 67
Bibliography 68
ANNEXURE-1
69
Questionnaire
 Analysis of Milk Industry

Traditionally, in India dairying has been a rural cottage industry. Semi-commercial

dairying started with the establishment of military dairy farms and co-operative milk
unions throughout the country towards the end of the nineteenth century.

In earlier years, many households owned their own ‘family cow’ or secured milk from a
neighbor who had one. With the increase in urban population fewer households could
afford to keep a cow for private use & moreover there were other problems also like the
high cost of milk production, problems of sanitation etc. restricted the practice; and
gradually the family cow in the city was eliminated and city cattle were all sent back to
the rural areas.

Gradually farmers living near the cities took advantage of their proximity to the cities &
began supplying milk to the urban population; this gave rise to the fluid milk-sheds we
see today in every city of our country.

Prior to the 1850s most milk was necessarily produced within a short distance of the
place of consumption because of lack of suitable means of transportation and
refrigeration.

The Indian Dairy Industry has made rapid progress since Independence. A large number
of modern milk plants and product factories have since been established. These organized
dairies have been successfully engaged in the routine commercial production of
pasteurized bottled milk and various Western and Indian dairy products. With modern
knowledge of the protection of milk during transportation, it became possible to locate
dairies where land was less expensive and crops could be grown more economically.

In India, the market milk technology may be considered to have commenced in 1950,
with the functioning of the Central Dairy of Aarey Milk Colony, and milk product
technology in 1956 with the establishment of AMUL Dairy, Anand.
Indian dairy sector is still mainly an unorganized sector as barely 10% of our total milk
production undergoes organized handling.
 INTRODUCTION OF THE INDUSTRY

Lot of Indian people start day with tea & milk as 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 this plan ten state selected .

Our country is on first position in production of milk

But in the field per capita availability of milk we are very behind .In America per capita
availability of milk 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 contribute

significantly in generating small and marginal farmers of India
,besides providing food security .

• India is blessed with huge bovine population of 196 million cattle

and 80 million buffaloes accounting for 51% if A Asia and 19%
of world bovine population the largest in the world .

• Milk population in India has increased from 20 million tones to

during 1970 to 77 million in 1999 which accounts for 20% of
the world’s milk production and stood first in the world’s milk
production and registering an annual growth rate of 5% per year.

• India dairy industry generates an annual business of nearly Rs.

88,000 crore
• Dairy sector provide regular employment to 9.8 million people in
principle 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 union and around 1,00,000 village cooperative
societies , through which rural milk production and procurement
system have been effectively linked to urban market consumption
center .

• Of every 100 liters of milk produced , 44 liters were retained by

the rural fold and 56 liters were the marketable surplus for the
urban area . Of which only 10 liters was handled by the organized
sector cooperative and remaining by traditional sectors .

• Operation flood brought milk revolution in the country by

dairying in to a core economic activity . The main challenges
before the Indian dairy sectors to improveing quality ,developing
international accepted product and stepping up global marketing
strategy

• The future of Indian dairy industiis promising , since its de-

licensing in 1992, the interest of multinational company and
indian corporate growing and the industry’s growth
potential is high as there is sufficient domestic demand
and good scope for export of milk and milk products .

• Indian is emerging as one of largest and fastest growing consumer

market in the world with high income elasticity of demand of
dairy product. Indian dairy is energy efficient labor intensive and
ecological sound.
 • Over 80% of milk sold in urban and semi urban area is non
pasteurized from unorganized sector. The over all market for liquid
milk is growing 4% per annum.

Similarly in Rajasthan there is coprative federation known as, Rajasthan co-

operative dairy federation (RCDF) which provide the milk to whole rajasthan
with the help dairy unions, establish in the different parts of the state.
 INTRODUCTION OF SARAS DAIRY

SARAS Dairy as a “co-operation organization”

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

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

Paschimi Rajasthan Dugdh Utpadak Sahkari Sangh, Jaipur 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 Jaipur, and later on establish various chilling centers.
Initially five districts of Jaipur, Pali, Jaisalmer, Barmer and Nagaur were included under
PRDUSS. But Pali was hived off later and was made into an independent union.

Under Jaipur 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 Jaipur dairy through 53,198 milk production’s.

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

According to dairy officers whenever falling famine in western Rajasthan, in dairy

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

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

OBJECTIVE:-

To improve the social and financial status of milk producers

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

2) To undertake training and awareness programmed against milk producers.
3) Market of quality processed milk and milk products to the consumers
LOOKING INTO THE PAST:-

JAIPUR MILK SUPPLY SCHEME (JMSS) was the department of Govt. of

Rajasthan the requirement of milk and milk products of the city of Jaipur.

In early 1970 the Govt. accepted the co-operative as the model dairy
development in the state and the financial assistance was obtained in 1975, from the
world bank for the dairy development programmers’ in the state.

The Rajasthan State dairy Development Co-operation was set up as the

implementing agency for this programme. This function was subsequently handed over to
the Rajasthan co-operative Dairy Federation (RCDF) when the state was covered under
operation flood programmed.

On April 1983, the JMSS was merged with RCDF. Thus the federation
inherited the Jaipur Dairy along with the staff as well as the mandate to meet the
demand of the milk product in the Jaipur city.

It may be noted that Jaipur is the largest market for milk and milk product
in Rajasthan and hence the Jaipur Dairy has predominently milk marketing function.
Subsequently, the RCDF handed over the Jaipur Dairy to the Jaipur milk union
April on 1992.

Today Jaipur dairy provides liquid milk of four types name

• Toned
• Double toned
• Standard and
 • Gold (Full cream) and
• Various products like Ghee. Paneer table butter, chach, lassi, shrikhand in the
district of Jaipur & Dausa and also contbutes grid. Its sale tetra packs milk
throughout the country.

The plant is managed and operated by well-qualified, competent and experienced ,

managerial cadre and highly motivated work force to provide highest quality of product
of product and best of services to its esteemed customers
INDUSTRY OBJECTIVE:-

The primary concern of Jaipur dairy is to provide best quality and safe products and
services, achieved this quality objectives of Jaipur dairy are designed to

 meet a well defined needs use and purpose of costumer

 satisfy customer’s expectation for good and safe milk and milk products
 comply with applicable national and international standard
 make available milk and milk products at comparative price
 ensuring implementation of ISO 9002 quality management system
 application and adherence of HACCP principal for food safety
 motivates employees for professional excellence and participation

QULITY POLICY

The Jaipur dairy believes that the delighted customer is the only key for overall
development of the organization.

This is achieved by

 Educating milk products for clean milk production

 Manufacturing and supplying milk and milk products and services of consistent
quality at comparative price

 Adoptive innovate and modern technologies and system

 Developing committed workforce

 ORGANISATION STRUCTURE

The Federation is a State level apex co-operative organization owned by its member
unions each of which, in turn, is owned the dairy co-operative societies in its area of
operation which are themselves owned by farmer members.

The Federation has a board of directors which has overall

responsibility for the planning policies, financial resource mobilisation and management,
member and public relations as well as liaison with agencies of the state and central
government, financing institutions etc. The Federation has a chief executive designated as
Managing Director.
 PRODUCTION DEPARTMENT

Production is a conversion process which converts

input forex. Land, Labour, Capital, and other
resources into desired output

PRODUCTION PROCESS
• Pasteurization Process: milk has been heated on
70*C temperature and then immediately been cooled in 10-15
seconds. Since milk is FMCG product so it is cooled to 5-6*C
temperature.
• Blending: In this process cream is extracted from
milk.

• Butter Churner (White Butter machine): It

contain milk and continuously cool water is sprayed on it.
Approx 2 ton butter extract from it.

• Table butter : After heating the butter the rest is used

to make Table butter. It is also called as Solid Net Fat(SNF).
It is also used to make powder milk.

• Accepting Packing Station(APS): Here Tatra Pack

milk is produced. It is pasturised at 141*C that is why it is
called as Ultra High Treatment(UHT).On this temperature all
the bacterias has been killed so it is also called as Zero
Bacteria Milk and due to its long life it is called as Long Life
Milk. It’s life is about 2-4 months.

Production Process of other products other

than milk:

• Paneer- Standard milk is used to prepare paneer. This

milk has been spoiled through “Citric Acid”. It is heated at
85*C temperature and there is need to skim it continuously.
• Curd- Toned milk is used. It is heated at 85*C
temperature. Then some more curd is poured into this. After
leaving it in a hot room for 2 to 3 hours, it becomes ready to
pack.

• Sreekhand- curd has been kept in cloth for 24 hour then

70-75% sugar has been mixed to make it sweet.

• Icecream- It is not produced at saras plant but it has

been fetched from Omini Plant at kaladera

MARKETING SECTION
MARKET DEP. OBJECTIVE

• To carry out activities for promoting production, procurement, processing and

marketing of milk & milk products for the economic development of animal
husbandry/ farming community.
• Development & expansion of such other allied activities as may be conducive for
the promotion of the dairy industry, improvement & protection of milch animals
and economic betterment of those engaged in milk production.
• Organise and provide technical inputs.
• Erection of Dairy, chilling plant, cattle feed plants for unions.
• Study of problems of mutual interest of the Federation and milk unions.
• Impart training and orientation to dairy co-operative members.
• Advise, assist and guide milk unions
• Undertake audit and accounts supervision
• Encourage fodder production etc.

THREE-TIER STRUCTURE:-

The dairy co-operative movement operates on three tier system wherein farmer
members own dairy co-operative societies (DCS) which own district milk producer's
union. The unions collectively own the RCDF.

It is a vertically integrated structure that establishes a direct linkage between

those who produce the milk and those who consume it.

Federation :–

Provides service & support to unions. Marketing within & outside state, Liaison with
government and NGO agencies, mobilisation of resources & coordinating & planning
programmes / projects.
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
and NS, promotion of fodder development and general support & supervision to DCS.

DCS –

Provides input services (AH, AI) to its members and procurement of milk.

MILK UNIONS:-

 Ajmer
 Alwar
 Banswara
 Barmer
  Bharatpur
 Bhilwara
 Bikaner
 Churu
 Ganganagar
 Jalore
 Jaipur
 Jhalawar
 Jodhpur
 Kota
 Nagaur
 Pali
 Sikar
 Tonk
 Udaipur

INFRASTRUCTURE:-

Exotic Nucleus Farm – Bassi

Frozen Semen Bank – Bassi

Fodder seed farm – Rajori, Bassi, Pali.

MARKETING HIERARCHY

MANAGING DIRECTOR
 MARKETING HEAD

ASST. MARKETING HEAD

ASST. DAIRY CHEMIST

ROUTE SUPERVISER

CITY SUPPLY CONTRACTOR

BOOTH HOLDERS
SARAS PRODUCT

Fresh Milk
Toned
Standard
Full Cream
Skimmed
Cow Milk

Fresh Milk Products

Chaach
Lassi
Dahi
Paneer
Shrikhand
Ice cream
Flavored milk
Mawa

Long Shelf Life Milk Tetra Pack

Cow
Toned
Long Shelf Life Milk Products
Ghee
Cow Ghee
Table Butter
Cheese
Dairy Whitener
White Butter

DETAIL OF SARAS PRODUCT

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

TONED MILK (TM)

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

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

FULL CREAM MILK

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

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

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

B) LONG SHELF LIFE MILK-TETRA PACK

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

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

C) FRESH MILK PRODUCTS

CHAACH

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

LASSI

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

DAHI

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

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

SHRIKHAND

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

SPECIFICATION FOR ICE CREAM

Fat % 12.0±0.5%(Min 10.0%)

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

SPECIFICATION FOR CANNED RASGULLA

Moisture% by Wt.Max 55.0%

Fat % by Wt. Min. 5.0
Proteins, % Wt. Min. 5.0
Shelf life/Best before 6 months from the date of Packaging
when stored under cool and dry place.

FLAVOURED MILK

Composition:
FAT% (Min.): 1.5, SNF % (Min.): 9.0
Added sugar and permitted flavors.
Pack Size: 200 ml. bottle & Tetra Pak.
Flavors: Elaichi, Coffee, Straw Berry & Chocolate.
Shelf-Life / Best Before: 3 months from the date of packing.

MAWA

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

D) LONG SHELF LIFE PRODUCTS

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

COW GHEE
Composition:
Moisture% (Max.) : 0.3, FFA % (Max.) : 0.3
Meets Agmark Standards.
Pack Size: 1 Liter Polypack in duplex board carton
Shelf-Life / Best Before: 6 Months from date of packing.

TABLE BUTTER
Composition:
Fat % (Min.): 80.0, Moisture % (Max.): 16
Salt: 2.3 + - .02%, Curd% (Max.): 1.0
Meets Agmark Standards.
Pack Size: 100, 500gm.
Shelf-Life / Best Before: 12 Months from date of packaging when stored under
refrigeration below -20 C.

SKIMMED MILK POWER

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

WHOLE MILK POWER

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

CHEESE
Composition:
Fat % (Min.): 40 on dry matter basis.
Moisture% (Max.): 47, added Salts (Max.): 2.5
Pack Size: 400 gms. in metal cans.
Shelf-Life / Best Before: 12 Months from date of packing under refrigeration at 4 oC.

DAIRY WHITENER
Composition:
Fat % (Min.): 20, Moisture% (Max.): 3.0
Meets ISI Standards.
Pack Size: 10 kg. Tin under nitrogen gas packing.
Shelf-Life / Best Before: 12 Months from date of packing.

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

PROCESSING SYSTEM OF SARAS MILK PRODUCTS

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

MIXING OF POWDER MILK

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

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

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

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

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

GHEE MAKING PROCESS

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

PANEER MAKING PROCESS

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

SHRIKHAND MAKING PROCESS

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

LASSIE MAKING PROCESS

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

CHHACH MAKING PROCESS

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

DAHI (CURD) MAKING PROCESS

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

Other Major Players

AMUL
Amul is the strongest competitor in the competitive milk market of Jaipur where SARAS
had an almost monopoly. Amul is the brand owned by GCMMF is handling almost 80
Lakh liters of milk daily.

MOTHER DAIRY, KRISHNA

OTHERS: SHWETA

AGGIES

COMPARITIVE ANALYSIS OF MAJOR MILK BRANDS

Price of 1kg milk in Rs.

MILK
SARAS KRISHNA AMUL
BRANDS
Full Cream 24 24 24
Toned
19 NA NA

COMMISSION COMPARITION
MILK
SARAS KRISHNA AMUL
BRANDS
Commission
1 Rs. 1 Rs.* 1 Rs.
(Per ltr.)

* Krishna is providing 1 liter milk free to agent on purchase of every one crate (i.e. on
every 12 liter milk)
 Distribution Channel

Saras adopts three types of distribution channel:-

1. Direct to customers.
2. Through its own depots.
3. Through hired distribution agencies.

1. Direct to customers

The company supplies different types of products mix to the end-

users directly as per order received; hence there is no involvement of any middleman.
Example: - order received for party or marriage ceremony etc.

2. Through its own depots

Milk and milk products are supplied to company’s own milk parlors
or outlets from where milk is soled to the final consumers. There is lack of outlets in
Jaipur city. There are only three to four parlors are available in city.

3. Through hired distribution agencies

The company supplies milk and milk products through the milk van to their registered
agent’s agencies. This milk agent’s sales milk to the final consumers.

The distribution of milk and milk products is four tier systems

1. Company
2. Transporter
3. Agency
4. Customers/Consumers

Currently there are 14 routes in Jaipur city on which Saras supplies milk
and near about 800 agents in Jaipur districts.
 Supply Time

saras milk is supplied daily in two shifts one in morning and another
in evening shift. Generally, the delivery of milk to agents is made by transporters
between 4:00 to 6:00 A.M in morning and 3:45 to 5:45 P.M in evening.

All supply is made through Saras insulated milk vehicles, which

maintain lowest temperature.

Demand & Supply Equations:

Supply:

Supply of milk is affected by the seasonal influences, in summers the milk supplies dip &
in winters it soars. Therefore, dairies generally make use of the surplus milk available
with them during winters for manufacturing milk powder so that they can meet the
increased demand during summers.

Demand:

Demand for milk is not very stable either, during festivals its demand increases
exponentially .In 2003,for example, the demand during festivals surpassed even Saras
Dairy’s projections & its booth had to encounter a rare problem of being out of stock, a
blot indeed on an otherwise impeccable distribution system of Mother Dairy. Since then,
to its credit Mother Dairy brought efficiency in the system & reevaluated its strategy to
encounter this problem & to be fair to them they have lived to the expectations of its
consumers by making milk easily available.
 SWOT ANALYSIS

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

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

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

 Covering maximum market in Rajasthan

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

THREATS

 Low entry barriers

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

Research is simply a scientific search for knowledge especially in the areas related to
functions of marketing. Marketing research as a separate department can be a source of
great help to make its decisions on the basis of intuition ‘much what is based on past
experience’ secondary information collected at random and everything molded by one’s
own mental makeup.

According to the American management association defines marketing research as the

“systematic gathering recording and analysis of data about the problem related to the
marketing of goods and services”. Marketing research includes all the activities that
enable an organization to obtain the information it needs to make decision about its
environment. It’s marketing mix and its present or potential market.

Research involves considerable time and money and need specialized personnel. The cost
of research must be justified by the benefits of research findings. Research in marketing
refers to the systematic gathering, recording and analyzing of data about problems
relating to the marketing of goods and services. As such the functions involved
Are:
• Systematic collection of data and information.
• Properly recording them for use and
• Analyzing and interpretation the recorded facts and figures to
arrive are useful conclusions.

Research Design

There are three types of research design. They are

• Descriptive
• Exploratory
• Explanatory

In this research the research design adopted is Descriptive research design.

Descriptive Research Design

It is designed to describe something, such as demographic characteristics of consumers

who use the products. It deals with determining frequency with something occurs or how
two variables vary together. This study is also guided by an initial Hypothesis.
Research Design is the conceptual structure within which research is conducted. It
constitutes the blueprint for collection, measurement and analysis of data. The design
used for carrying out this research is Descriptive.
DATA TYPE: In this research the type of data collection is
• Primary data
• Secondary data

DATA SOURCE:

For the purpose of project data is very much required which works as a food for process
which will ultimately give output in the form of information. So before mentioning the
source of data for the project I would like to mention that what type of data I have
collected for the purpose of project and what it is exactly.

1. Primary Data:
Primary data is basically the live data which I collected on field while doing cold
calls with the customers and I shown them list of question for which I had required
their responses. In some cases I got no response form their side and than on the basis
of my previous experiences I filled those fields.
Source: Main source for the primary data for the project was questionnaires which I
got filled by the customers or some times filled myself on the basis of discussion with
the customers.
2. Secondary Data:
Secondary data for the base of the project I collected from intranet of the Bank and
from internet and also from
• Books
• Company Websites
• Magazine
• Brochure
SAMPLING PLAN:

It is very difficult to collect information from every member of a population .As time and
costs are the major limitation that the researcher faces.

A sample of 150 was taken the sample size of 100 individuals were selected on the basis
of convenient sampling technique. The individuals were selected in the random manner
to form sample and data were collected from them for the research study.

The statistical tools used for analysis are:

• Percentage method
• Chi Square

PERCENTAGE METHOD

Percentage method is used in marketing comprehension between two more series of data.
Percentages are used to compare the relatives terms, the distribution of two or more series
of data and are presently by way of bat diagram and pie diagrams in order to have a better
understanding.
In this method frequency of the various criteria factors are tabulated and the percentage
for each value with respect to the total is found out. They are presented pictorially by way
of graphs in order to have better understanding.

The formula is
No. of respondent
% of respondent = ---------------------- × 100
Total respondent

CHI-SQUARE TEST

The objective of the chi-square test is to determine whether real of significant differences
exist among the various groups. Chi-square rest involves comparison of expected
frequency (Ei) with observed frequency (Oi). To determine whether the difference
between the two in greater than which might occur by chance.
There are 5 steps in using chi-square test.
1. The difference between each observed frequency and each expected frequency is
computed.
2. The differences are squared.
3. Each squared difference is divided by its respective expected frequency.
4. Their quotient is added together to obtain the computed chi-square.
5. This computed value is then compared to tabulated chi-square.
If the computed X2 values are greater then the tabulate X2 values at the predetermined
level of significance and degree of freedom, the hypothesis rejected.
On the other hand if calculated X2 value is less the tabulated values, the hypothesis is
accepted.
The formula is
X2 = [(O-E) 2] / E
Where,
X2 = Chi-square
O = Observed frequency
E = Expected frequency
 SUGGESTION &
RECOMMENDATION

A. The plant was so suffocated that it can cause severe health deceases to
the workers working there. It should be ventilated in an efficient manner.
B. Precaution of cleanness and freshness should be taken care into
consideration.
C. It would be beneficial for the firm to produce Icecream in their own
plant. Presently they have to fetch it from kaladera.
D. There should be more transparency in their working system.
E. They were not allowing photography inside the plant which shows that
they are reluctant to reveal each and every aspect of their production.
CONCLUSION

The project strategies of milk products with special reference to SARAS

Dairy in Jaipur has been undertaken during the training period gave
an opportunity to study the system in detail and have an insight into
the organization marketing. The organization has a very well
thought out organizational structure, streamlined procedure and
well-motivated workforce.

The objectives are very clear and unambiguous. The motivation levels very
high and everyone seemed to be highly satisfied with strategies as
well as the attitude of the management.

As we know that SARAS is very big organization and leader in dairy

products. It has maximum market share in Milk, As we know SARAS
is a co-operative organization, With the help of research, company
can find out its week points in Dairy product and can increase its
market share through rectify mistakes. People have believed in
SARAS’S product and they will accept

The survey resulted into following conclusions:

 SARAS must come up with new promotional
activities such that people become aware
about Ice-cream,

 Quality is the dominating aspect which

influences consumer to purchase SARAS
product, but prompt availability of other
brands and aggressive promotional
activities by others influences the consumer
towards them and also leads to increase sales.

 In comparison to SARAS Products, the other

players such as Amul, and Krishna provide a
better availability and give competition to the
hilt.

 People are mostly satisfied with the overall

quality of SARAS Products, but for the existence
in the local market SARAS must use aggressive
selling techniques.
BIBLIOGRAPHY

BOOKS
• Marketing management-philip kotler

• Marketing Management in Indian perspective- jha & Singh

• Pamphlets and information from SARAS Dairy
• Learning % observation from SARAS Dairy

1. www.sarasdairy.com

2. www.google.com

3. www.marketresearch.com

4. www.dairy.com
5. Research Methodology. ( Harper W.Boyd, C. R.
Kothari )
Quantity purchaged per Respondent Percentage
month (in ltr.)
25 16
50 41
75 22
100 21