Banas Dairy Project

SUMMER REPORT OF BANASDAIRY
PREFACE
In any business management is the heart of the origination the different

function of management are sales and marketing, human resource, distribution channel,
finance, logistic and supply chain, inventory management, production and R&D etc…
In this modern erd of business, consumer plays a very important role. All
business is focusing on the customer’s need and so becoming market oriented. Thus, to
provide the good and service according to the need of the consumer to know the
consumer buying behavior is very important activity for the market.
The basic purpose of assignment of this project is to enhance the

knowledge of students about the rural area with awareness and distribution of the
company. In its totally and appreciate the use of an integrated approach in understanding
in the environment issues and problems. This makes students more aware about company
and its position.
Here, I have submitted project report on “Retailer perception regarding

Banasdairy product”. (Specific focus on rural marketing)
1
ACKNOWLEDGEMENT
We would like to express our deep feeling of gratitude to the udder

mention officials for their assistant, guidance and inspiration before and through out the
report.
I am highly thankful to “BANASDAIRY LIMITED” for helping our

practical studies as a part of second year MBA program. The projects report on rural
marketing to help us to uderstading about the rural area environment of products.
Our special thanks do to Mr. P.R.VAGELA (Total Quality Management)

Manager, who has given me wonderful opportunity to do a project in an organization. I
would like to extend my specially thanks and gratitude to Mr. Kanjibhai Patel and
Marketing Manager Mr.G.R.Bhatol Banasdairy or giving wholehearted support to this
project.
Our sincere thanks conveyed to Prof. BHAVIN PANDYA, for assigning

and giving us an opportunity to obtain practical knowledge of “Retailer perception
regarding Banasdairy product”. (Specific focus on rural marketing) and also thanks
to our gratitude to Hemchadracharya North Gujarat University and S.V.INSTITUTE
OF MANAGEMENT KADI. Affiliated to the same University for giving us the
opportunity to increase our practical knowledge in the field of consumer buying behavior.
Finally, I want to thanks those entire people who were involved, directly
or indirectly, in successful completion of my work.
2
EXECUTIVE SUMMARY
In the year 2008, as a part of our summer industry visit, I visited “BANAS
DAIRY LTD” Palanpur and my topic is Retailer perception regarding Banasdairy
product”. (Specific focus on rural marketing).
Banasdairy are one of the oldest dairies in Banaskantha district. It ran

successfully from 1946. From 59 year dairy continuous improvement in its performance.
Today banasdairy not only provide milk but also provide different products predicted bin
its firm such as raw milk, pasteurized std milk, butter milk, table butter, ghee, powder,
ghee residue and STCW (sugar tea and coffee whitener) salling not only India but also 12
countries.
Banasdairy is the market leader of the Banaskantha district. Banasdairy is

the lifeline of Banaskantha and also provide facility to promote the customer by
providing loan facility. Banasdairy products are well-packaged products.
Employee training program is one of the best major part of banasdairy. Its
name GALABABHAI employee training center. Banasdairy has separated department is
arranged by TQM and TQM including three principal. Today quality is everything that
can be improved quality may be employee of products.
For making the purchase decision the quality of product is most important
factor. As a population increase the dairy requirement of milk is increased and that’s why
the daily consumption of milk of banasdairy is also increased and because of this the
turnover rate is also incurred.
3
CONTENTS
PREFACE I
ACKNOWLEDGMENT II
EXECUTIVE SUMMARY III
Sr.
PARTICULARS Page No.
No.
1. HISTORY AND DEVELOPMENT 02
2. GENERAL INFORMATION 03
3. ORGANIZATION STRUCTURE 05
4. LOCATION CHART 06
5. LAYOUT CHART 07
PRODUCTION DEPARTMENT
6.1 Collection Of Milk
6. 6.2 Pricing Policy 08
6.3 Production Process & Chart Of Products
6.4 Quality Policy
MARKETING DEPARTMENT
7.1 Competitors
7.2 Marketing Management
7.3 Distribution Channel
7. 15
7.4 Sales Promotion
7.5 Export
7.6 Pricing Policy
7.7 Sales Of Last 3 Years.
8. RESEARCH METHODOLOGY 20
8.1 Main objective
8.2 Sub objective
4
8.3 Research design

8.4 Source of data
8.5 Sampling design
8.6 Sampling unit
8.7 Sampling size
8.8 Area of study
8.9 Limitation of study
9. DATA ANALYSIS AND INTERPRETATION 23
10. FINDING 43
11 SUGGESTION 44
12 BIBLIOGRAPHY 45
1. HISTORY AND DEVELOPMENT
The dream of late Shri Galbabhai Nanajibhai Patel. Founder chairman and
selfless sage to uplift socio-economical status of village farmers came true after
creation of a co-operative milk union for Banaskantha district, on the footprint of
“Amul Dairy” of kaira district, the model of a true co-operative. Consequently
eight village level co-operative milk society in Vadgam and Palanpur taluka
district were registered and started collecting and pouring milk at Dudh Sagar
Dairy, Mehsana from 10th March 1969 as “Banaskantha District Co-operative Milk
Producers’ union limited” Palanpur, popularly known as “BANAS DAIRY” came
into existence.
A legend thus goes on, the stone laid down by late Galbabhai Patel on 14th
January 1971 at 122 acres land acquired near jagana village in order to set up a
dairy plant under the Operation Flood Programme launched by National Dairy
Development Board on 05th February, a dairy started functioning at the same
place with handling capacity of 1.5 Lac liters of milk. This dairy plant was
expanded later on with processing capacity of 4 Lac liters milk per day.
5
Banas Dairy most popular in Banaskantha as well as Gujarat and national

level.
Banas Dairy covered all area, which is providing milk to Banas Dairy of
Banaskantha and other district of Gujarat.
2. GENERAL INFORMATION
NAME OF THE INDUSTRY:
Banaskantha Dist. Co-Operative Milk Producers’ Union Limited.

Palanpur.
LOCATION:
Banaskantha Dist. Co-Operative Milk Producers’ Union Ltd.
Banas Dairy,
Post Box No. 20,
Palanpur – 385 001
REGISTERED OFFICE:
Banaskantha Dist. Co-Operative Milk

Producers’ Union Ltd.
Post Box No. 20,
Palanpur – 385 001
Gujarat (India)
TYPE OF INDUSTRY:
It is a large-scale industry.
6
FORM OF ORGANIZATION:
Co-operative.
BANKERS:
• The Banaskantha District Central Co-operative Bank Limited,

Palanpur Branch.
• Bank of Baroda, Palanpur.
• Dena Bank, Palanpur.
• State Bank of India, Palanpur.
• HDFC Bank.
• State Bank of Saurastra, Palanpur.
7
BOARD OF DIRECTORS
1) Mr. P. G. Bhatol (Chairman)

2) Mr. B. H. Barad (Vise Chairmen)
3) Mr. J. K. Patel (Member)
4) Mr. P. S. Patel (Member)
5) Mr. B. V. Patel (Member)
6) Mr. A. M. Karpatia (Member)
7) Mr. B. M. Patel (Member)
8) Mr. J. V. Desai (Member)
9) Mr. A. R. Patel (Member)
10) Mr. H. N. Patel (Member)
11) Mr. C. K. Patel (Member)
12) Mr. K. M. Chaudhary (Member)
13) Mrs. V. R. Vaghela (Member)
14) Mrs. S. R. Aahir (Member)
15) Mrs. N. P. Patel (Member)
16) Mr. R. S. Sodhi (G. M. Marketing)
17) Mr. M. C. Shah (Member)
18) Mr. N. H. Patel (Member)
19) Mr. S. R. Chaudhary (M.D.)
8
3. ORGANIZATION STRUCTURE
CHAIRMAN
MANAGING DIRECTOR
GENERAL MANAGER
ASSITT. GENERAL MANAGER
FINANCE PRODUCTION MARKETING PERSONNEL

DEPARTMENT DEPARTMENT DEPARTMENT DEPARTMENT
SENIOR SENIOR SENIOR SENIOR

MANAGER MANAGER MANAGER
FINANCIAL PRODUCTION MARKETING PERSONNEL

MANAGER MANAGER MANAGER MANAGER
ACCOUNTING OFFICERS MARKETING PRF

MANAGER EXECUTIVE
OFFICERS SUPERVISOR F.S.R.

EXECUTIVE
STAFF
9
4. LOCATION CHART
V
a
d
g
BANAS DAIRY a
m
DAIRY ROAD
Amba
PALANPUR
10
Cantee
n
Production Plant
Boiler
Co
Ba
an
20 TPD
n
t
lo
n
Pl as
Powder
y
Work
Refrigerato Shop
r Plant
Main Store
Sub
House
Statio
11
n
Banas Guest
Godown
Guest
House D.G.
Room
Godown
Bank
Office
Garage GDCTC
Canteen
Main Office
Vatnary
Ambaji – Palanpur Road

PRODUCTION DEPARTMENT
6.1 COLLECTION OF MILK
The main raw material used in Banas Dairy is Milk. This is getting through
different Mandali located in different villages. From last data we can say that the
contribution of milk is Banas Dairy is increased.
Production included all the activity of acquirement distribution of all the

means of Income. Production is a main & important work of all the companies,
co-operative societies as well as firm. Production department is main & basic
department.
Banas Dairy produces so many product of milk. Banas Dairy produces

many products like: Milk, Sweet, Butter, Ice cream, Naming etc.
Banas Dairy Produced Three Types of Milk:
TYPES OF MILK FAT SNF
Amul Shakti 40% 8.5%

Amul Taza 30% 8.9%
Amul Shakti Gold - 9.0%
12
6.2 PRICING POLICY

Today most firms find themselves caught in price war, because today the
competition is very tuff and everyone like to deal with business. Everyone likes to
maintain the level of market share and profit.
Pricing is one of the important demands of marketing Mix, but today it has
come to occupy the center stage of marketing wars. There are lots of reasons. If
Company selects a wrong person for it, then it can remove him/her from it. But if
company selects wrong price level then the company will be cut from market it
sale.
PRICE:
“The amount of money changes for product or service or the sum of the
values the customers exchanges for the benefit of having or using the product &
service”.
Price representative quantity of money (or goods and service in a better

trade) received the firm or seller. To a customer, it represents and hence his
perception of the value of the product.
Conceptually,
Quantity of money received by sales
Price =
Quantity of goods and services
Received by the buyer
The means, it is that level where the seller is readies to sale the product
and the buyer is ready to accept the product. It is that levels both are satisfy
themselves with that particular price level.
The banes dairy has adopted the cost oriented pricing policy. In production of
particular products they are as under.
 Packing cost
 Depreciation of plant & machinery
 Firm rte cost
 Man power cost
 Many other factors regarding the cost of production.
And thus the Banas dairy had adopted the cost oriented pricing policy. all the
cost is included for determining price of product. The prices of the Banas
product like milk pouches are determined on the base of the facts.
13
PROCESSING CHART OF MILK

COLLECTION OF RAW MILK
Standardizing Processes
Separation Process
Quality Check
Packaging Process
Cold Storage
PRODUCTION PROCESS OF MILK
 Bring the milk from the village through cans and tankers.
 The milk is checked and graded.
 The cans are cleaned by CIP method.
 In this process, the clean milk is chilling in big cattle than it is going to chilling
machine.
 After this the milk is going to the pasteurized process.
 Then it is going in the storage.
 Then packaging is taken place.
14
6.3 PRODUCTION PROCESS OF GHEE

In this process, it involves the milling of buttermilk and boiling in the ghee
cattle at 107-degree processes it. Then it is to be balanced in tanks. After this
filling in presetting tank.
The process of ghee is clarified at first stage; the fasting of ghee is taken
place at this stage. After this is going to pack and it is dispatch to G.C.M.M.F.
from the dairy.
PRODUCTION CHART OF GHEE
BOILING OF BUTTER
Boiling of Butter in ghee cattle
Balance Tank
Presetting Tank
Classification
Setting Tank
Testing
Packaging
Storage
Displacement
15
PRODUCTION PROCESS OF MILK POWDER
 In preparing milk powder, which is, skimmed first of all the milk is condensed
by
Homogenization powder.
 The milk powder is going in to lab for testing.
 The storage of milk powder is also going to taken place.
 Then the packing is also taken place.
 The storage of packed materials is stored in its warehouses.
PRODUCTION CHART OF MILK POWDER
MILK CONDENSING HOMOGENIZATION OF POWDER
Lab Testing
Storage
Packaging
Storage
Dispatch
16
PRODUCTION PROCESS OF ICE CREAM:
 Boil milk in high temperature and add sugar in the milk.
 After boiling add GMC and CMC powder to maintain thickness.
 When milk become cool then cream, flavors and nuts are added.
 Then this mixture is put in to refrigerator for freezing process at 18 c.
PRODUCTION CHART OF ICE CREAM:
MILK
Add Sugar
GMS Powder
Cream
Flavors
Nuts
Freezing Process
17
6.4 QUALITY POLICY
Banaskantha District Co-operative Milk Producers’ Union Ltd.
 We, Banas dairy, commit and aspire to fulfill the needs and expectations of
our internal as well as external customers and services. We shall achieve this
goal through the followings:
 Applying the principles of Quality Management Systems and food safety

management for continuous enrichment of our management process.
 Providing remunerating returns, quality input services, introducing innovative

and appropriate schemes and services to our milk producers.
 Motivating and encouraging and providing appropriate training for skill up-
graduation of our employees.
 Protecting our value system and the environment by judicious use of all
natural resources.
 We hereby pledge severely unanimously to adhere the above commitment in

all circumstances to come.
18
MARKETING DEPARTMENT
7.1 COMPETITORS
This organization is co-operative organization, so its pricing policy is no
profits no lose. Although some products become competitors. These are as
under:
 Rich Milk
 Nestle
 Dairy Dane
 Sardar Milk
7.2 MARKETING MANAGEMENT

Market is an area of potential. The reputation of this company in this field
is so much that they do not have to use of sales promotion for promoting sales.
But customers come to purchase themselves. Some time they give some
advertisement. The market of this company is good because the quality of the
things is best and prices of the product are also reasonable
7.3 DISTRIBUTION CHANNEL

In market customers always prefers that products that are easily available
at time they required.
To make a batter availability of the products a firm must have batter

distribution channel of the Banas Dairy for higher selling any products it is very
essential for firm is to make their channel of distribution stringer.
Especially it firm has a perishable product then firm shorter distribution

channel moreover Banas Dairy’s products are perishable so that it has
distribution channel by GCMMF.
19
DISTRIBUTION CHANNEL
Sales structure
Chairman
GM (marketing)
All India marketing manager
Regional sales manager
Area sales officer
Sales super visor
Sales representative
20
7.4 SALES PROMOTION

The sales promotion is a process by which the firm can increase its sales.
The sales promotion is done through various activities likes advertising and
giving various incentives to the customers. The dairy is also doing sales
promoting by various activities as under:
By advertising:
By the advertising people can know about the products of the unit and therefore
sales can be increased. The dairy advertising the products through sticker, wall
painting, vehicle painting etc.
By Giving Scheme:
The Banas Dairy gives a scheme to its dealers. The scheme is if a dealer
increase their sales by 40% more then the dairy gives 0.05 paise more in
additional to the commission of 0.50 per pouch of milk.
SALES TERRITORY
The organization export in Abu Dhabi, Alizarin, Bhutan, Bangladesh, Bahrain,

Bangkok, Dubai, Kuwait, Nepal, Oman, Singapore, South-Africa, Thailand,
Tanzania, Yamane, Zanzibar etc.
7.5 EXPORT
This organization does export its products in following country:
• Bangkok
• Zanzibar
• Dubai
• South Africa
• Yamane
• Thailand
• Bahrain
• Abu Dhabi
• Alizarin
• Bangladesh
• Bhutan
• Kuwait
• Singapore
21
• Oman
7.6 PRICING POLICY
Today most firms find themselves caught in price war, because today the
competition is very tuff and everyone like to deal with business. Everyone likes to
maintain the level of market share and profit.
Pricing is one of the important demands of marketing Mix, but today it has
come to occupy the center stage of marketing wars. There are lots of reasons. If
Company selects a wrong person for it, then it can remove him/her from it. But if
company selects wrong price level then the company will be cut from market it
sale.
“The amount of money changes for product or service or the sum of the
values the customers exchanges for the benefit of having or using the product &
service”.
Price representative quantity of money (or goods and service in a better

trade) received the firm or seller. To a customer, it represents and hence his
perception of the value of the product.
22
7.7 SALES OF LAST THREE YEARS:

Years Sales (In Cr.)
2004 – 2005 546.89
2005 – 2006 597.43
2006 – 2007 768.18
sales for last three years
800
700
600
500
sales 400
300 sales (in cr.)
200
100
0
2004-05 2005-06 2006-07
year
INTER PRETATION
Above data reveals that company’s sales is around 546
Crore in 2004-05. And it is around 768 crore in 2006-07.we can see
that the sales has been increasing year by year. so we can say that
the best strength for the Banas dairy marketing part
23
RESEARCH METHODOLOGY
8.1 MAIN OBJECTIVE
1. To find out the position of Banas dairy products base of retailer, especially
in rural area.
8.2 SUB OBJECTIVE

.
1. To find what problem regarding Banas product as well as rural marketing.
2. To find idea from retailer to solve the problem about Banas dairy
marketing & products.
3. To find Banasdairy products awareness in rural area of

Banaskantha
8.3 RESEARCH DESIGN
“A Research design is a logical and systematic planning and helps

direction apiece of research”. The research design lays down the method and
producer for the collection of requisite information and its measurement and
analysis with a view to arriving at certain meaningful conclusion at the end of the
study.
Research design used for this study
In this study descriptive type of research design has been used

because the study in to find what position in rural market of Banasdairy is.
8.4 SOURCES OF DATA
PRIMARY DATA
In this study survey method a primary data collection has been

used for the study and made questionnaire and personal interview has been
taken.
24
SECONDARY DATA
The study of any kind research problem it is necessary to used a

secondary data. I also have taken data from the websites of different companies
and magazine and books.
8.5 SAMPLING DESIGN
None probability and random sampling type has been adopted.
8.6 SAMPLING UNIT
Samples contain only type of responded has sample .I.e. retailer who
sales in Banasdairy product. In Banaskantha rural area of Deesa department,
Danta department, Palanpur department, Vadgam department, total rural area
and etc… we have take round about 50 to 60-villages’ survey.
8.7 SAMPLING SIZE
Give at the time and cost research study constrains, a sample of 100 was
considered reasonable.
8.8 AREA OF STUDY
I have taken DISSA, PALANPUR, VADGAM, DANTA taluka villages for

our survey study.
8.9 LIMITATION OF STUDY
1. For location constrain we use pure random sampling method has been
used and the finding of this study can not be generalized to the larger population.
2. Even thought all effort have been made to design a bias free question
nary is quite possible that some respondent’s misinterpretation some of the
questions and there by gives wrong response.
25
DATA ANALYSIS
&
DATA INTERPRETATION
26
DATA ANALYSIS & DATA INTERPRETATION
Q-1: Do you selling the Banasdairy products?
Objective: To know about which retailer sales the Banasdairy product (only parlor
store)
RETAILER SALES THE BANAS PRODUCT
SALES
YES
YES NO
PERCENTAGE 86% 14%
SALES
14%
YES
NO
86%
INTERPRETATION
The above chart shows that 86% retailer sales the Banas products
and remaining don’t sales Banasdairy product the intense of this que. To know
about retailer who sales the BANAS DAIRY products.
Which products do you sale?
27
Products A.S.Milk A.B.Milk Amul.S&T Ice- Banas Banas Others

crème Ghee tea
Pre% 94% 91% 16% 66% 77% 9% 41%
94% 91% SALES

100% 77%
80% 66%
60% 41%
40%
PER(%)
16% 9%
20%
0%
a
T
e
ilk
ilk
rs
te
&
h
.M
.M
e
S
G
rè
th
l.
a
.S
.B
-c
s
u
O
n
a
m
A
a
e
B
Ic
A
a
B
PRODUCTS
Pre%
INTERPRETATION
This Chart shows those 94% and 91% selling products Amul Shakti
Milk and Amul Butter Milk so we can say in rural aria milk and butter milk good
market but other part we saw Amul slim and trim powder, Banas tea, etc… are
not good market position in rural marketing. We specify the other products
include cheese, butter; Amul cool, chocolate etc… are compression position.
28
Q-2.Which products do you expect from Banas Dairy?

(choose from above options of Que.1)
(OUT OF 86 RESPONDENTS)
PRODUCTS RESPONDED PERCENTEGE %
Amul Shakti Milk 5 4%
Amul butter milk 10 8%
Amul slim & trim 15 13%
Ice-crime 35 29%
Banas Ghee 20 17%
Banas Tea 10 8%
Other 25 21%
EXP.. FROM RETAILER

A.S.MILK
21% 4% 8% A.B.MILK
13% AMUL S&T
ICECREAM
8%
B.GHEE
17% 29% B.TEA
OTHER
INTERPRETATION
From above table and graph we can assume that regarding our survey
21% retailer except other product like Amul cool, cheese, pannier, chock -let and
etc. and 29% retailer want ice crème and other products like Amul shakti milk,
Amul butter milk easily getting there expectation but only BANAS TEA not
expect because of low market problem, and lot of compotator of TEA product.
Q-3. By form above products, which products selling higher & lower?
29
Higher selling products Lower selling products
Percentage Percentage
PRODUCT RESPONDED (%) PRODUCT RESPONDED (%)
Amul shaktI Amul
milk 76 88% S&T 14 16%
Amul Butter
milk 53 62% Ice crème 24 28%
Banas
Banas Ghee 60 70% Tea 28 33%
higher selling pruoducts low er sellig products
80
88% 30
70 33%
25
60 70% 28%
20
50 62%
high in pr e (%) 15 28
40 76 16% 24
(pre%)
60 PRE(%) 10 14
30 53
RESPONDED 5
20
10 0
A mul s&t Ice crème banas tea
0
Amul Amul butter Banas pr oduct
shakti milk milk ghee
product RESPONDED PRE(% )
INTERPRETATION
This above chart shows the in Banaskantha dist... In rural aria main
three products Amul Shakti milk, batter milk and Banas ghee are in higher selling
position because of the Amul brand awareness & good quality of products. out of
total respondents 88% believe that Amul shakti milk has higher selling. 62%
believe that Amul butter milk has higher selling. 70% believe that Banas ghee
has higher selling.
In lower selling chart 16% respondents are believe that Amul slim &
trim milk powder has lower selling. 28% believe that ice cream has lower selling.
33% believe that Banas tea has lower selling.
30
Q-4. In higher selling products which are the factors responsiable for it?
(Out of 86 responded)
RESPONDED PERCENTEGE (%)

FACTORS
Fast availability 79 34
Reasonable price 67 29
Good quality 79 34
Other factors 8 3
RESPOSIABLE FACTOR
40
35
30 34 34
PER(%)
25 29
20
15
10
5 3
0
Fast availability Reasonable Good quality Other factors
price
FACTOR
PERCENTEGE (%)
INTERPRETATION
This above chart shows responsible factor find in our serve higher
position in rural market main three products. Hear we can see out of 86
responded 34% retailer say because of fast availability 29% retailer says
reasonable price 34% says good quality and only 3% retailer gives other factor
that’s like good brand position of “Amul”, no other competitor, product satisfaction
etc…
31
Q-5. In lower selling products which are the factors responsiable for it?
FACTORS RESPONDED PERCENTAGE (%)

Higher price 18 30%
Less availability 19 31%
Quality problem 6 10%
Other factors 18 30%
RESONABLEFACTOR
35 30 31 30
PER(%)
30
25
20
15 10
10
5
ty
0 rs
ce
i li
le
to
b
ri
b
il a
c
p
ro
fa
a
r
p
e
r
h
y
a
e
ig
l it
th
ss
PERCENTAGE
a
H
O
u
e
FACTOR
L
INTERPRETATION
This above chart shows responsible factor find in our serve lower position
in rural market three products. Hear we can say out of 86 responded 21%
retailer says because of higher price,22% retailer says because of lass
avebility,21% retailer says other factor that’s like lack of marketing, date problem,
leakage problem, etc…
32
Q-6. Other then milk products, what other products do you expect from
Banas dairy?
Retailer exe... YES NO

Exe…% 20 66
EXPECTATION (%)
23%
YES
NO
77%
INTERPRETATION
This above chart shows in 86 responded 77% retailer says they are do
not want other then milk product from dairy because of the customer do not want
any product and other most factor is a lot of competitor in this and 23% retailer
want other then milk product from dairy because of the customer demand, few
competitor in this market so they want any products from Banas dairy.
33
Q-7. If you are not selling the Banasdairy products. Than why?
FACTORS RESPONDED PERCENTAGE

Costly available 10 27%
Less market 11 30%
No information 4 11%
Quality problem 8 22%
Other 4 11%
RESPOSIBLE FACTOR
35%
30%
25%
PER(%)
20%
PERCENTAGE
15%
10%
5%
0%
e
er
t
ke
bl
io
le
th
at
la
ar
ob
O
ai
rm
m
pr
av
fo
ss
lity
in
ly
Le
ua
st
No
Co
FACTOR
INTERPRETATION
This chart related to Que. 1. To show why they retailer not sale they
Banasdairy products hear we can see out of 14 retailer 27% says because of the
costly available, 30% says lass market, 11% says no information, 22% says
quality problem and 11% says other like of many competitors, lack of marketing,
and many problem in rural marketing but over all market of Banas dairy in rural
area of Banas kantha Dist are good. Only few places I find not selling Banas
product problem.
34
Q-8 from where are you getting Banasdairy products?
GET THE BY BY HIM OTHER

PRODUCTS DAIRY BY DEALER SELF WAY
PRE % 15 73 1 0
PERCENTAGE (%)
0%
1% 17%
By dairy
By dealer
By him self
Other way
82%
INTERPRETATION
This above chart shows that out of 86 responded 82% retailer says
they get all of Banasdairy products by dealer. 17% retailer says they get and
other 17% retailer gets direct by dairy. So no other way to get Banas products.
we can say dealership distribution channel very good in BNASDAIRY.
35
Q-9 How many times do you take to Banasdairy products?
Time(in 1 day 2 to 5 1 week 15 days more

Days) days days
Timed 79 6 1 0 0
PERCENTEGE(%)
1%
0%
7% 1 day
0%
2 to 5 days
1 week
15 days
92% more days
INTERPRETATION
This above chart gave information about service for Banasdairy.

Mostly all retailer gets Banasdairy products we see 95% retailer get in only 1
days all of the products. 4% retailer get in only 2 to 5 days all of the products so
we can say Banasdairy sales and distribution channel is very strong because
very few retailers don’t get Banasdairy products time to time is heartily 1%.
36
Q-10. How the Banasdairy product compare to another dairy products give
your opinion?
AMUL SHAKTI MILK
FACTOR RESPONDED PER(%)

Very good 67 78
Good 18 21
Medium 1 1
Bad 0 0
Very bad 0 0
RESPONDED
1% 0%
21% 0%
Very good
Good
Medium
Bad
78% Very bad
INTERPRETATION
This above chart shows Banasdairy products Amul Shakti Milk

compare to another dairy product we can see in Banaskantha rural aria gets
good marketing.78% retailer believe the AMUL SHAKTI is very good position
21% retailer believe good and only 1% retailer believe medium no one says bad
position so we can say that AMUL SHAKTI MILK market well in Banaskhantha
rural area compares to other dairy product.
37
AMUL BUTTER MILK
FACTOR RESPONDED PER (%)

Very good 52 61
Good 21 24
Medium 13 15
Bad 0 0
Very bad 0 0
AMUL BUTTER MILK
0%
15% 0%
Very good
Good
Medium
24%
61% Bad
Very bad
INTERPRETATION
This above chart shows Banasdairy products Amul Butter Milk

compare to another dairy product we can see in Banaskantha rural aria gets
good marketing. Most of retailer sales these products compare to other dairy
product hear we see 61% retailer say AMUL BUTTER MILK in very good position
24% retailer say AMUL BUTTER MILK in good position 15% retailer say AMUL
BUTTER MILK in medium position. And other factor not affected in market.
38
AMUL SLIM & TRIM
Factor RESPONDE PERCENTEGE (%)

D
Very good 15 18
Good 45 52
Medium 18 21
Bad 8 9
Very Bad 0 0
RESPONDED
9% 0% 17% Very good

21% Good
Medium
Bad
53% Very Bad
INTERPRETATION
Here we see Amul slim & trim market good as well as medium
position because of lack of advertisement of dairy product. 60% retailer say good.
And 20% retailer says very good as well as medium other factor are 0%
response.
39
ICE- CREAM
Factor RESPONDED PERCENTEGE (%)

Very good 17 20
Good 53 62
Medium 15 15
BAD 0 0
VERY BAD 0 0
RESPONDED
0%
0%
18% Very good
20%
Good
Medium
BAD
62% VERYBAD
INTERPRETATION
The Above graph show ice cream market of Banasdairy good

position 62% retailer say is good 20% retailer say very good and 18% says is
medium because other market brand. our brand name is BANAS as well as
AMUL.
40
BANAS GHEE
Factor Very good Good Medium Bed Very bed

Responded 50 24 12 0 0
RESPONDED (%)
14% 0% Very good

Good
Medium
27% 59% Bad
Very bad
INTERPRETATION
This above chart shows Banasdairy products Banas Ghee

compare to another dairy product we can see in Banas kantha rural aria gets
good marketing. Most of retailer sales this product compares to other dairy
product because of three brands name BANAS GHEE.
41
BANAS TEA
Factor Very good Good Medium Bad Very bad

Res. Pre… 5 25 35 5 1
RESPONDENT (%)
7% 1% 7% Very good
Good
35%
Medium
50% Bad
Very bad
INTERPRETATION
Here we can see Banas Tea market medium position because of lack of
advertisement of dairy product and many competitor in market of tea so many of
retailer not give good response about this products.
OTHER PRODUCTS
Factor Very good Good Medium Bad Very bad

Res. Pre… 20 46 19 2 1
RESPONDED (%)
1%
2%
23% Very good
22%
Good
Medium
Bad
52% Very Bad
INTERPRETATION
The Other Products of Banas dairy are just like Amul cool, cheese,
butter, curd, chocolate, and etc… are good position in all of market..23% retailer
say very good 52% retailer say good 22% say medium.
42
Q-11 Do you find any problem Banas dairy products or with related quality
or marketing?
Retailer view problem Yes No

Problem 70 12
Retailer view problem
15%
yes
no
85%
INTERPRETATION
This above chart shows problem about dairy product and marketing
related 85% retailer face many problem just like date problem, leakage problem
in dairy products less advisement less profitability.
43
Q-12 In all Banasdairy products which product profitable base on your

experience?
Products A.S.Milk A.B.Milk AMUL S&T ICE B.GHEE B.TEA OTHE ALL
CREAM R PRO…
Profitable 20 7 5 3 35 5 25 50
Profitable
13%
A.S.Milk
5% A.B.Milk
34%
3% AMUL S&T
2% ICE CREAM
B.GHEE
B.TEA
23% OTHER
17% ALL PRO…
3%
INTERPRETATION
This above chart shows how many products are profitable of

Banasdairy show 34% retailer sales all of the Banasdairy products are profitable
and 2 & 3% retailer says Amul slim &trim Banas tea not good profitable and
other products medium profitable.
44
Q-13 To improve the selling of Bnasdairy what dairy need to do?
Retailer Price Quality date Leakage Advertisement

view
Pre % 40 20 70 55 50
Improve sales (suggetion from the

Retailer)
price
17%
21%
quelity
9%
date
23% leakage
30%
advertisement
INTERPRETATION
This above chart shows retailer advice to improve the Banasdairy

sales. We get lots of suggestion from the retailer 23% retailer say about leakage
problem, 30% says about late & date problem 21%retailer say about
advertisement 17% retailer say about price 9% retailer say about improve quality
that all suggestion get from retailer sides and they want to applied.
45
WEEKLY TURN OVER
TURN OVER RESPONDED

1000-25000 28
26000-50000 23
51000-100000 15
101000-500000 9
501000-1000000 7
1000000 ABOVE 4
TURN OVER RESPONDED

PER(%)
35 33
28 27
30
23
PER(%)
25
20 17
15
15 9 10
10 7 8
4 5
5
0
E
00
0
00
0
00
V
00
00
00
O
00
50
00
50
B
00
10
-2
A
-5
0-
-1
00
0-
0
00
00
00
00
00
10
10
26
10
00
51
10
RUPES
50
10
INTERPRETATION
In above chart show that dairy weekly turn over are no of retailer is in
33%Reteler turn over1000-25000,27%retailer turn over 26000-50000,17%
retailer turn over 51000-100000,10% retailer turn over 1001000-500000,8%
retailer turn over 501000-1000000 and 5% retailer turn over 1000000 above its
total assume base of retailer information and approximate.
46
10. FINDING
• In distribution network I find lees product, miss behaviors

of distributor
• Banas dairy not interested in any body marketing activity.
• BanasDairy has developed small pouch packing & bottle
• Dairy do not any advertisement of any products.
• Does not attention demand as well as problem to retailer

expectation.
• Many retailers face leakage & date problem in delivery of

Banasdairy
• Most of the Banas product not reaches in rural area with

enough stock.
47
11. SUGGESTION
 Banas dairy improve product awareness.
 Banas dairy need to provide schemes on “regular basis”

to encourage the retailers.
 Banas dairy grow the sales by providing instinct quality

product and also developed new program to reach
every home.
 Provide fresh milk for small child.
 Do more & more advertisement of all rural area of

Banaskantha district
 Determine the production of the main products Amul

Shakti milk; ghee and butter milk find leakage problem
and delivery problem so should try to solve it.
 Provide enough stock to expectation of retailer.
 Dairy should improvement its sales & distribution

channel.
48
13. BIBLIOGRAPHY
www.banasdairy.coop
www.banas.chirag.com
www.gogle.co.in
Philips kotler marketing management 12th edition

Devid j. luck, Ronald s. rubbin Marketing research 7 edition.
49
Annexure
50
QUESTIONNAIRE FOR RETAILER SURVEY

DEAR RETAILER, we are MBA students and we are collect information for only study
intention. It would be kept confidential and neither used for any commercial proposes.
1. Do you selling the Banasdairy products?
( ) Yes ( ) No
If yes, so which are products doing you sales?
( ) AMUL SHAKTI MILK

( ) AMUL BUTTER MILK
( ) AMUL SLIM & TRIM
( ) ICE – CREAM
( ) BANAS GHEE
( ) BANAS TEA
( ) OTHER
If no, so the goes question on no 7…
2. From above que...Given products, which another products do you expectation

From banasdairy?
3. By form above products, which products selling higher & lower selling?
( ) Higher selling ( ) Lower selling
4. In higher selling products so which are the factors responsiable for it?
( ) Fast availability
( ) Resonable price
( ) Good quality
( ) Other factors
5. In lower selling products so which are the factors responsiable for it?
( ) Higher price
( ) Less availability
( ) Quality problem
( ) Other factors
51
6. In Que. 1 given products without product which products do you expectation from the
Banasdairy milk & milk products?
7. If you are not selling the Banasdairy products. than why?
( ) Costly available
( ) Less market
( ) No information
( ) Quality problem
( ) Other
8. From where are you getting Banasdairy products?
( ) By dairy
( ) By dealer
( ) By him self
( ) Other way
9. How many time do you take to Banasdairy products?

( ) 1 day
( ) 2 to 5 days
( ) 1 week
( ) 15 days
( ) More days
10. How the Banasdairy products compare to the another dairy products give your opinion?
PRODUCTS NAME
Am.sh.milk Am.Bu.milk Am.S & T Am.Ice-cre. Banas Ghee Banas Tea Other
Very good
Good
Medium
Bad
Very bad
11. Do you find any problem in banasdairy products or with related quality or marketing?
( ) YES
( ) NO
IF YES,
52
12. In all Banasdairy products which products profitable? Base on your experience
13. To Improve the Selling of Banasdairy What Dairy Need To Do?
RETAILER NAME: –
NAME OF THE SHOP: -
NAME OF VILLEGE: -
WEEKLY TURN OVER: -
DATE - / /2008
53

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SUMMER REPORT OF BANASDAIRY

In any business management is the heart of the origination the different

The basic purpose of assignment of this project is to enhance the

Here, I have submitted project report on “Retailer perception regarding

We would like to express our deep feeling of gratitude to the udder

I am highly thankful to “BANASDAIRY LIMITED” for helping our

Our special thanks do to Mr. P.R.VAGELA (Total Quality Management)

Our sincere thanks conveyed to Prof. BHAVIN PANDYA, for assigning

Banasdairy are one of the oldest dairies in Banaskantha district. It ran

Banasdairy is the market leader of the Banaskantha district. Banasdairy is

8.3 Research design

1. HISTORY AND DEVELOPMENT

Banas Dairy most popular in Banaskantha as well as Gujarat and national

NAME OF THE INDUSTRY:

Banaskantha Dist. Co-Operative Milk Producers’ Union Limited.

Banaskantha Dist. Co-Operative Milk

• The Banaskantha District Central Co-operative Bank Limited,

1) Mr. P. G. Bhatol (Chairman)

ASSITT. GENERAL MANAGER

FINANCE PRODUCTION MARKETING PERSONNEL

SENIOR SENIOR SENIOR SENIOR

FINANCIAL PRODUCTION MARKETING PERSONNEL

ACCOUNTING OFFICERS MARKETING PRF

OFFICERS SUPERVISOR F.S.R.

Ambaji – Palanpur Road

6.1 COLLECTION OF MILK

Production included all the activity of acquirement distribution of all the

Banas Dairy produces so many product of milk. Banas Dairy produces

Banas Dairy Produced Three Types of Milk:

TYPES OF MILK FAT SNF

Amul Shakti 40% 8.5%

6.2 PRICING POLICY

Price representative quantity of money (or goods and service in a better

PROCESSING CHART OF MILK

PRODUCTION PROCESS OF MILK

 The milk is checked and graded.

 The cans are cleaned by CIP method.

 After this the milk is going to the pasteurized process.

 Then it is going in the storage.

 Then packaging is taken place.

6.3 PRODUCTION PROCESS OF GHEE

PRODUCTION CHART OF GHEE

Boiling of Butter in ghee cattle

PRODUCTION PROCESS OF MILK POWDER

 The milk powder is going in to lab for testing.

 The storage of milk powder is also going to taken place.

 Then the packing is also taken place.

 The storage of packed materials is stored in its warehouses.

PRODUCTION CHART OF MILK POWDER

MILK CONDENSING HOMOGENIZATION OF POWDER

PRODUCTION PROCESS OF ICE CREAM:

 Boil milk in high temperature and add sugar in the milk.

 After boiling add GMC and CMC powder to maintain thickness.

 Then this mixture is put in to refrigerator for freezing process at 18 c.

PRODUCTION CHART OF ICE CREAM:

6.4 QUALITY POLICY

Banaskantha District Co-operative Milk Producers’ Union Ltd.

 Applying the principles of Quality Management Systems and food safety

 Providing remunerating returns, quality input services, introducing innovative

 We hereby pledge severely unanimously to adhere the above commitment in

7.2 MARKETING MANAGEMENT

7.3 DISTRIBUTION CHANNEL

To make a batter availability of the products a firm must have batter

Especially it firm has a perishable product then firm shorter distribution