INPLANT REPORT ON

MAHANAND DAIRY LTD.

At

MAHANAND DAIRY LTD. LATUR

Submitted by

CHAUSE FAROOQUE LARZI

(3rd Sem. Marketing)
(ROLL NO. 64)

Project guide

Ms. PADMAPANI SAWAI MAM

Submitted to DR.BABASAHEB AMBEDKER UNIVERSITY AURANGABAD

In partial fulfillment of the requirement for the award of the degree of Master in Business Administration Through

MILLENNIUM INSTITUTE OF MANAGEMENT, AURANGABAD .

CERTIFICATE
This is to certificate that, Mr. CHAUSE FAROOQUE LARZI (Roll no. 64) (3rd Sem. Marketing) Student of, Millennium Institute of Management Dr. Rafiq Zakaria Campus Rauza Baugh, Aurangabad. Have to Submitted In plant Report entitled MAHANAND DAIRY LTD. The In plant project Report has been successfully completed and submitted as part of degree Master in Business Administration. Prepared byMr. CHAUSE FAROOQUE LARZI (3RD Sem. Marketing) Under the guidance of, Ms. PADMAPANI SAWAI MAM. Place: - AURANGABAD.
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MAHANAND DAIRY LIMITED.

Guide,

Director,

Project
Ms.

DR. SHAIKH SALEEM SIR PADMAPANI SAWAI MAM

ACKNOWLEDGEMENT The Inplant project at MAHANAND DAIRY LTD LATUR. has been an enriching experience; the learning of project will go a long way enabling me to achieve my future endeavors. The satisfaction that accompanies the successful completion of the work would be incomplete unless we mention the people, as an expression of gratitude who made it possible and whose constant guidance and encouragement served as a beacon of light and crowned our efforts with success. The project report is the outcome of the backing and encouragement of the number of persons whom I have been associated during the past two months. Firstly I would like to thanks Mr.Mir Kausar Ali Jagirdar and Mr. Shekhapurkar, (MAHANAND dairy ltd Latur). Under whose guidelines the project was taken. I am particularly grateful to Ms. Padmapani Sawai mam (project guide) for providing guidance at every point of time. Her suggestions were helpful at every aspect.

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MAHANAND DAIRY LIMITED.

I extend special thanks to Dr. Shaikh Saleem Sir (Director, MIM) and faculty members for their kind support during tenure of my project. At last but not the least, I extend sincere thanks to all those who have helped me directly or indirectly in this project.

Chause Farooque Larzi Marketing) (3 rd Sem.

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MAHANAND DAIRY LIMITED.

MAHANAND DAIRY LTD.

INDEX
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MAHANAND DAIRY LIMITED.

SERIAL NO. 1 2 3

CONTENT

PAGE NO.

INTRODUCTION TO MAHANAND DAIRY

PRODUCTS OF MAHANDA DAIRY

INDUSTRY PROFILE VARIOUS DEPARTMENTS OF MAHANAND DAIRY HUMAN RESOURCE (PERSONAL) PLANNING & CONTROL QUALITY CONTROL FINANCIAL DEPARTMENT MARKETING & SALES SCOPE OF WORK

&
OBJECTIVES OF THE SYUDY RESEARCH METHODOLOGY

&
DATA COLLECTION AND ANALYSIS LIMITATION FINDINGS

&
OBSERVATIONS
SWOT ANALYSIS

9 10 11 12

CONCLUSION BIBLIOGRAPHY ANNEXURE

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MAHANAND DAIRY LIMITED.

CHAPTER 1 Introduction to MAHANAND DAIRY

INTRODUCTION TO MAHANADA DAIRY

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MAHANAND DAIRY LIMITED.

MAHANAND DAIRY is the unit run by the MRSDMM, MAHANAND Dairy has made significant growth and progress in the field of productivity improvement, quality improvement, energy conservation, cost control etc. due to sincere and dedicated efforts put at all the levels. The details of significant growth, high lights and achievements of MRSDMM / MAHANAND DAIRY are as under:

ENHANCEMENT IN MILK HANDLING

MAHANAND DAIRY was established on 18th Aug.1983 with a milk handling capacity of 4 LLPD and the capacity was expanded up to 6 LLPD during the year 1997-98. At present, MAHANAND Dairy is distributing 6.5 Lacs litres milk per day in Mumbai with the help of two packing depots strategically located at New Mumbai ( Capacity 3.00 LLPD) & Byculla (Capacity 1.00 LLPD). MAHANAND Dairy is one of the largest liquid milk brand in Maharashtra. It started its operations in 1983 under the Operation Flood programmed of the National Dairy Development Board. MAHANAND Dairy is one of the largest brand of milk in Maharashtra, marketing about 15 lac liters of milk per day MAHANAND Dairy, which markets over 15 lacks LPD of milk procured from various cities of Maharashtra. MAHANAND Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Environment Management System (EMS) Certified organization. MAHANAND Dairy sources its entire requirement of liquid milk from dairy cooperatives. The company is a highly trusted household name for its wide range of milk products like Milk, Flavored Milk, Ice-Cream, Dahl, Lassie, Table Butter, Dairy Whiter, Ghee etc.In addition to toned milk through Bulk vending, MAHANAND Dairy also markets Full cream milk, standardized milk, toned milk, double toned milk and Skimmed milk (liter) in polypacks. MAHANAND Dairy commands 40% market share in the organized sector in and around Maharashtra, primarily because of consistent quality and service whatever be the crisisfloods, transport strike, curfew etc,"MAHANAND Dairy, Goregaon,Mumbai is presently manufacturing & selling around 2.5 lack liters of toned milk through bulk vending shops. The company's Quality Assurance Laboratory is ISO/IEC- 17025:1999 certified by NABL (National Accreditation Board for Testing and Calibration Laboratory), Department of Science & Technology, India. The brand provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by MAHANAND Dairy. 8|Page

MAHANAND DAIRY LIMITED.

The company is a highly trusted house hold name for its wide range of milk products like Milk, Flavored Milk, Ice-Cream, Dahi, Lassie, Table Butter, Dairy Whitener, Ghee etc. MAHANAND dairy has taken up the concept of Total Productive Maintenance (TPM) wholeheartedly. MAHANAND Dairy has received "Best Productivity" award for two consecutive years 1986-87 and 1993-94 and again from1994-95 to1995-1996 MAHANAND won Certificate of Merit award, MAHANAND Dairy has not only served the daily need of milk of the consumers of Maharashtra, it has also extended its milk to other States like Karnataka,Andhra & Gujarat and is expanding its wings rapidly to serve the masses. Strategically located MAHANAND Dairy booths across Maharashtra make it convenient for you to pick up your daily requirement of Milk, Flavored milk, Butter, Dahi, Lassie, Cheese, Chas. Mouth watering Ice Creams. The focus is on key markets for each of the categories. . They hold a 40 per cent market share in Maharashtra, but it is too soon to gauge where we stand in MAHANAND dairy.

ORGANIZATIONS OF MAHANAND DAIRY

HEAD OFFICE MUMBAI (Goregaon)

Sales Office

Latur

Nagpur

kudal

Pune

Vashi

MAHANAND DAIRY LATUR:

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MAHANAND DAIRY LIMITED.

During the financial year 2002-03 the MRSDMM has taken over the Government Milk Scheme Latur (GOVERNMENT OF MAHARASHTRA) on long term lease basis (30 years). The MAHANAND Latur Dairy Plant has been started to provide special support to develop dairy activity in Marathwada region. At present we are selling about 30,000 liters per day of milk from Latur Dairy Plant. Which includes sale at Hyderabad.

Competitors of MAHANAND dairy

. Chitle . Amul . Rajhans . Shivamrut . Gokul . others

Vision of MAHANAND dairy

With full dedication and team work, MAHANAND Dairy LATUR shall strive to delight its internal and external customer through its quality products and services.

Mission of MAHANAND dairy

To sustain market leadership in the production and marketing of a variety of liquid milk and milk products with assured quality at an affordable price, covering all market segments and to maintain the growth, prosperity and unity of all our internal & external customers.

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Plant manager

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ASST.MGR (FIN) SE3

Organization Chart

PROD. MANAGER

QC MANAGER

MARKETING MANAGER

FINANCE MANAGER

HR

STORE QCE3 QCE4

ASST. MGR (PROD)

ASST.MGR (MTC)

QCE1

QCE2

HR EXECUTIVE PE1 PE2 PE3 PE4 SE1 SE2

TIME OFFICE

ACCOUNTANT

EXECUTIVE

MAHANAND DAIRY LIMITED.

CHAPTER 2 Products of MAHANAND Dairy

PRODUCTS OF MAHANAND DAIRY

Milk 1. Cow milk Standardized milk Toned milk Double toned milk Skimmed milk 2. 3. 4. UTH MILK GHEE CHEESE Wrapped slices Cubes Spreads 200gm(10 slices) 200gm(10 cubes) 200gm 12 | P a g e 200ml,250ml,500ml &1ltr 200ml,250ml,500ml &1ltr 200ml,250ml, 200ml,250ml,500ml &1ltr 200ml,250ml,500ml &1ltr 1ltr 500gm,1 kg& other AVAILABILTITY

MAHANAND DAIRY LIMITED.

5.

DAHI Simple Misthi dui 100gm,200gm,400gm 100 gm,200gm, 300ml 200ml

6.

Lassie Sweet Salted

7.

Flavored milk Elaichi Vanilla Chocolate 300 ml,500ml 300 ml,500 ml 300 ml,500 ml 50gm,200gm,500gm 100gm,500gm

8. 9. 10.

Dairy whitener BUTTER ICE CREAM Lick looiieez Cool buddies Cassata Kulfi Cups Bricks Dietz Fruit classics Sundal magic Smiley

9 flavor

Kesar, pista 7 flavors 4 flavors 3 flavors 3 flavors 3 flavors Orange 9 flavors 5 flavors

11.

CHEESE Bars Cones

Cheese
MAHANAND Dairy presents yummy Cheese made from freshly collected cow's milk. MAHANAND Dairy Cheese with its great taste and creamy, soft texture lends itself well to be used in a variety of foods. It's made with calcium rich milk and each slice of MAHANAND Dairy Cheese offers approximately 20% of a growing child's everyday Calcium requirement* It's made with calcium rich milk and each slice of MAHANAND dairy chess offers approximately 20% of a growing childs everyday calcium requirement bring your food alive with taste and health with MAHANAND dairy cheese.

DOUBLE TONED MILK

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Its fresh, its pure, its co-operative milk assurance of MAHANAND dairy. MAHANAND dairy double toned milk-tasty and nutritious, with low fat content. A dream come true, especially for aii calorie conscious people who love the taste of milk but are wary of its cream content. MAHANAND dairy double toned milk complements your daily workout perfectly. so, to maintain complete harmony between your body and soul youve got to fresh & pure.

FULL CREAM MILK

Its fresh, its pure, its Co-operative milk with assurance of MAHANAND Dairy. MAHANAND Dairy Double Toned Milk tasty and nutritious, with low fat content. A dream come true, especially for all calorie conscious people who love the taste of milk but are wary of its cream content. MAHANAND Dairy Double Toned Milk complements your daily workout perfectly.

Probiotic Dahi
B-Active Probiotic Dahi Happy Tummy to You It is a regular curd with added advantage of unique Probiotic culture Bifid bacterium BB-12. The unique fermentation process and the availability of Bifid bacterium BB-12makes b-Active a healthy complement to the regular diet, mainly enhancing the bodys natural digestive system and nutrient absorption capability.

STANDARDISED MILK
Its fresh, its pure, its Co-operative milk with assurance of MAHANAND Dairy. MAHANAND Dairy Standardized Milk tasty and malodor. Enjoy its richness as it has balanced amount of cream neither more nor less just right at affordable prices, your whole family needs to piyo Fresh & Pure malodor milk daily.

MAHANAND DAIRY ICE CREAM

Real milk. Abundant toppings. And an utterly delectable taste. That's the secret of MAHANAND Dairy's fascinating range of rich and creamy ice creams - a lip-smacking array of ice candies, milk lollies, bars, cones, real fruit ice creams, Sundaes, low fat desserts and take-home packs. MAHANAND Dairy ice creams are now being enjoyed across the markets of Mumbai, Pune, Nashik,Andhra pardesh & karnataka.

SKIMMED MILK
Its fresh, its pure, its Co-operative milk with assurance of MAHANAND Dairy. In Skimmed Milk, as much of the fat as is possible is removed, yet it continues to supply all the nutrients that Full Cream Milk does. The young at heart would particularly find it a tempting option. So,piyo Fresh & Pure daily to remain young and energetic.

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TONED MILK
Its fresh, its pure, its Co-operative milk with assurance of MAHANAND Dairy. MAHANAND Dairy Bulk Vended Token Milk - healthy and tasty to the last drop. Homogenized to evenly distribute the cream content, its thicker and a lot easier to digest. Its the magic of homogenization that makes your cheer tastier and shake frothier. Fortified with Vitamin A, which not only is good for your complexion but also helps prevent night blindness. What more, it gives your children the energy to stay active through work and play. So, given them milk twice a day and say Fresh & pure everyday.

UTH MILK
It is thick, tasty & completely natural, containing no preservation. regular milk is put through a process known as UTH (Ultra heat treatment )that makes the milk completed germ-free. The milk is then packed in a special six-layer package that preserves the milk for up to 120 days without refrigeration. Also, the needs no boiling and can be drunk straight from the pack. MAHANAND dairy UTH milk, also known as long-life milk. MAHANAND Dairy UTH milk is named JOSH milk.

DAHI
Absolutely delicious, with a rich and creamy texture, MAHANAND dairy dahi is uniformly thick, consistent and nature, without the the use of any preservatives. MAHANAND Dairy dahi is made from pasteurized standardized milk which contains 4.5% milk fat and 10% milk SNF. Not only does it taste great, it also aids digestion by maintaining balanced micro floar in the intestine and suppressing the growth of undesirable pathogenic bacteria. BUTTER; Its delicious. Its creamy. And its so easy to spread. Available in 100 and 500 gram packs, MAHANAND dairy, MAHANAND dairy butter is produced under totally hygienic conditions using MAHANAND dairys wholesome milk. no wonder Makkhan Singh loves it! In case youre wondering who Makkhan Singh is well, hes this really cool guy who loves MAHANAND dairy butter- its his favorite. along with his gang of friends, Makkhan Singh is always up to a bunch of crazy stunts to get his hands on MAHANAND dairy butter. by the way, you can interact with makkhan Singh on his website:www.makkhansingh.com-and play some exciting butter games while youre at it.

GHEE
MAHANAND dairy ghee is pure ghee made from buffalo milk and has every quality that you would look for while purchasing ghee-just the right off-white colors and the typical daana15 | P a g e

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daana feel. The formulation developed delivers superior flavour and aroma to the food you prepare making it the choice in ghee. MAHANAND dairy ghee is available in one liter and half liter cartons (known as ceka and having a special type of lining )and also in one liter tins. All the packs are carefully packed to ensure that the rich flavor and aroma of MAHANAND dairy ghee gets sealed in and remains intact for you to savour and enjoy.

CHAPTER 3 Industry Profile

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INDUSTRY PROFILE
INTRODUCTION
Dairying as a profession revolves around milk and milk products. Milk production is undertaken a wide range of milk producers. Dairy products are produced by both organized and unorganized of sectors, the latter still playing a dominant role. Indian status in dairying is characterized by the fact that this country has emerged as the largest milk producer in the world with a record production level of 84.5 million tones during 2001-2002. The contribution of agriculture in the countrys GDP accounts for about 25% of which the share of livestock is about 6.5% (over 25% of overall agriculture). The share of dairying in the live stock sector accounts for India about 65% indicating the significant role of dairying in the socio-economic situation of our country. While the GDP growth rate in agriculture is less than 2% during the last one decade, the livestock sector has consistently recorded a higher growth rate of between four and five percent. MAHANAND dairy milk is Maharashtras largest food products marketing organization. It is a state level apex body of milk cooperatives in Mumbai which aims to the farmers and also serves the interest of consumers by providing quality product which are good value for money.

USES OF MILK MILK:

Milk is a product which we you in our daily life. Milk, an essential for each and every humanbeing is responsible in providing nutritious value, which induces growth of body cells. This value of milk has necessitated the installation of big milk plants, which would provide adequate milk to every part. An individual takes milk directly or indirectly in some way or the other every day. Many indirect forms of milk are milk products such as curd, lassi, flavoured milk, cheese, butter, ghee etc. Do you know what you have cried for the time when you were a baby or what was your prime food? The answer to this question is MILK. Hence, from this we could know how essential milk is for an individual. It is a nutrient food, which contains fats and proteins in excessive quantities and sodium, calcium, carbohydrates and other minerals in small quantities. Not only human, every mammal in its baby stage is feeded by the prime food i.e. MILK.

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Milk, highly nutritious, versatile food. People enjoy drinking milk in its natural form and also use it to make a wide range of food products, including cream, butter, cheese, and ice cream. Most milk consumed in the United States is cows milk, but other countries favor that of buffalo, goats, sheep, or other animals. All contain varying proportions of the same nutrients. Milk is processed for uses other than human consumption. The protein casein, for example, is used in the manufacture of some glues, paints, and plastics. Female mammals produce milk to feed their newly born young. Milk is produced in the MAHANANDs mammary glands, which are found, for example, in the breasts of humans or the udders of cows, sheep, or goats. Each species of mammal produces milk with a unique composition designed to meet the specific needs of its infants. For instance, the milk of animals that need to develop a thick layer of insulating fat, such as seals, has a high fat content. The milk of animals that grow rapidly, such as cows, which double their birth weight in 50 days, is rich in protein and minerals. Humans drink the milk produced from a variety of domesticated mammals, including cows, goats, sheep, camels, reindeer, buffaloes, and llama. By far the vast majority of milk used for commercial production and consumption is from cows. This article focuses on the nutritional value and production of cow milk. For information on the branch of agriculture concerned with the raising of cows (or other domesticated mammals) for the purpose of collecting their milk, see also Dairy Farming.

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Buffalo contributes largest to the milk pool with about 46.5 million tones (55%) followed by indigenous cows with 18.30 million tones (24%) and cross breed cows, with 13.5 million tones (16%). Goats contribute about 4.2 million tones (5%) to the total milk pool. In productivity terms, our country continues to record very low figures wherein indigenous cows yield 1.89 kg, cross breed cows 6.46 kg, buffaloes 3.91 kg. and goats 300 ml per day. Our production systems are not intensive commercial systems, but subsidiary and supplemental systems where crop production dominates the scene. In spite of the very low productivity, which has great scope for improvement, the per capita availability of milk has maintained a steady growth which can be considered remarkable in view o considerable increase in human population.

MILK PRODUCTION

MILK PRODUCTION IN INDIA

PRODUCTION (MT) YEAR 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 66.2 69.1 72.1 75.4 78.1 81.4 84.6 PER CAPITA AVAILABILITY(gms/day) 197 202 207 213 219 223 226

So table shows the stats of milk production in INDIA. It really growing per year. So if milk production is increasing than its consumption is also increasing in the area like Milk powder production, Cream, Cheese, Ice cream and all other dairy product. Lots of companies are attached with in this type of production area like MAHANAND dairy, AMUL, NESTLE, BRITANNIA etc. In Ice cream industry also available some companies like AMUL, MAHANAND dairy & Other local brand ice cream.

MARKET SHARE OF DIFFERENT PLAYER OF DAIRY INDUSTRY NAME OF COMPANY

AMUL MAHANAND DAIRY CHITLE OTHERS TOTAL PERCENTAGE

MARKET SHARE
40% 35% 12% 13% 100% 19 | P a g e

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PASTEURIZATION
The term pasteurization refers to the process of heating each & every particle of milk to at-least 63 C for 30 minutes, or 72 C for 15 seconds in approved and properly operated equipment. After pasteurization the milk is gradually cooled to 5 C or below.

STANDARDS OF DIFFERENT MILKS

Minimum Class of Milk % M. Fat Cow Milk Standardized Milk Toned Milk Double Toned Milk Skimmed Milk 3.5 4.5 3.0 1.5 Less than 0.5 % SNF 8.5 8.5 8.5 9.0 8.7

MAHANAND dairy also deals in Bulk milk supply to customers purchasing minimum 3000 liters of milk and in multiples of 100 liters thereof.

REWARD
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Maharashtra Rajya Sahakari Dudh Mahasangh, Maryadit (MRSDMM) MAHANAND Dairy has secured National Level Awards (Six times) as instituted by National Productivity Council, New Delhi. The details are: 1986 87 1992 93 1993 94 1994 95 1995 96 1996 97 1997 98 1998 99 BEST ENERGY PRODUCTIVITY AWARD SECOND BEST PRODUCTIVITY AWARD BEST PRODUCTIVITY AWARD CERTIFICATE OF MERIT AWARD CERTIFICATE OF MERIT AWARD SECOND BEST PRODUCTIVITY AWARD SECOND BEST PRODUCTIVITY AWARD SECOND BEST PRODUCTIVITY PERFORMANCE AWARD MAHANAND dairy has received productivity performance award for the two consecutive years starting from 1986-87 and again in 1993-94f rom national productivity council and a commendations certificate of merit award in 1994-95 & 1995-96 and second best productivity performance four times.

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CHAPTER 4 Scope Of the project & Objectives of the study

SCOPE OF THE PROJECT

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1. The scope of this project includes the study of the different departments

of MAHANAND Dairy.
2. The scope also includes studying the costumers and retailers perception

about MAHANAND Dairy.

3. This project has also tried to study the satisfaction level of retailers as

well as consumers of MAHANAND Dairy.

4. This project helps to know marketing strategies of MAHANAND Dairy.

OBECTIVES OF STUDY
1. To study the different departments of MAHANAND Dairy. 23 | P a g e

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2. To study distribution channel of MAHANAND DAIRY pouch milk.

3. To study the point of purchase material (placing & visibility).

4. To study the retailers perception about MAHANAND Dairy. 5. To study customers perception about MAHANAND Dairy.

CHAPTER 5 Various Departments Of MAHANAND Dairy

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VARIOUS DEPARTMENTS OF MAHANAND DAIRY

HUMAN RESOURCE DEPARTMENT (PERSONAL)
In the Mahanand dairy this department is managed by the deputy personnel manager and personnel assistant reporting to him security officer reporting to the personnel manager. Various function of this department is as follow Time Keeping Man power planning Record of the employees Welfare of workers

Time Keeping:This is the importance function of this department for accurate of the worker attendance like, time of the entering and leaving, time record are used. Every worker man on enter the item cards bearing his own number from the rack the card arrangement is numerically and insert the same trough slow in he time record clock which is installed in this department

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The personnel manager plans manpower required for the work according to the quality of the worker require. Period for completion of the work and talent required for the completion of the work. Record of the employees:This department maintains detailed record of each employee of company personnel folder, service, letter etc. Welfare of workers:In this department welfare of workers and works for maintaining good industry. This department renders valuable service and interested of the works considerable by leading their co-elected reprehensive of work rest pauses, discipline, technical training, promotions scheme and other condition of work with factory.

PLANNING & CONTROL DEPARTMENT

In Mahanand Dairy, planning department is managed by planning manager and assisted by tow assistant manager and planning assistants

PLANNING MANAGER

Planning Assistant Planning Assistant Assistant

Assistant

This department works out the material requirement for the month considering the pending orders of the company in consolation with sale and dispatch people monthly production program is decided sales departments from production of this department are as follow. A] Material Planning:- once the planning order position is cleared and daily target are set the department works out the raw material requirement to know purchase department gives the schedule to the supplier and vendor. Purchase order are placed accordingly daily. B] Machine loading:- Once the material arrives at the factory an is cleared by the quality control. Planning issues sleeps of the material and the same is issued to consult department for 26 | P a g e

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processing along with these issues sleep job order is given to the respective section these contains the operation to the done and the date by which components to be required for outside job work planning department advise purchase about components required and the time of its delivery time. C] Control:Material planning scheduling, machine loading etc. is over, planning department see that the assembly lines are running continuously without any interrupt. Daily production reports are prepared which include simultaneous production for the month. These production is also compared with last month production .Assembly are delivered to finish goods stores on a material transfer note by production planning and control department the daily production chart is feed to the management for their information.

QUALITY CONTROL DEPARTMENT

By adopting proper plant sanitation and quality control measures, the shelf-life of MAHANAND Milk at ambient temp. could be improved upto 16-17 Hours. The excellent quality of milk has increased the consumers acceptability and satisfaction, thereby making MAHANAND Milk most popular in the market . To prevent market complaints and to have effective control over milk adulteration in the market, MAHANAND Dairy has introduced very effective coding system on milk pouch. This gives the details of date of packing, machine number, filler number, place of packing, etc. on each and every pouch packed and distributed in the market. This has helped us in controlling market complaints and to implement effective corrective measures at Dairy plant to achieve desirable parameters. The system is found to be very useful and effective in solving marketing and distribution complaints. OUR COMMITMENT

Satisfy customer with supplier product through on going up graduation accumulation of best quality and service. Manufacture products with the most advanced features. Respond speedily to increasingly progressive needs of our customer. 27 | P a g e

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 Build mutual respect and trust with customers.

FINANCE DEPARTMENT
Profit is the main objective of any business. Mahanand Dairy has very active finance department . Finance department is very important to know the amount of profit earned or the amount of lose suffered during specified period of time. The capital structure of this company near about Rs10 cr and capital budgeting also made on every year

BOOKS MAINTAINED BY THE DEPARTMENT:As per the accounting rules, GPL, maintains all the records in proper account books BOOK MAINTAINED ARE:-

1. General ledger 2. Cash & Bank book 3. Journal voucher 4. Purchase book 5. Sales Book 6. Supplier ledger REGISTERS :28 | P a g e

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1. Purchase Order Register 2. Sales 3. Traveling expenses register 4. DD purchase register 5. Claque issue register 6. Octopi register

VOUCHERS:-

1. Material purchase voucher 2. Capital purchase voucher 3. expenses purchase voucher 4. Bank payment voucher 5. cash payment voucher 6. closing stock voucher 7. Traveling expenses statement

All these voucher are entered in to various sub- ledger

OBJECTIVES:To record the day to day financial position of the day To maintain accounts systematically as per the company act To know the amount profit earned or loss suffered during a particular accounting Period 29 | P a g e

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To know the amount of particular date

asset and liabilities in the business on any

To revive the progress of the companys business from year to year

SALES & MARKETING DEPARTMENT

Sales and marketing is last department. That is directly concerned with product supplies to the customer in time the sale manager including dispatch officer manages this department Supply in packed position that is stored in cold storeroom. No one is allowed to pick up supply any single assembly without permission of the department manager.

PROCEDURE FOR ORDERS

Customer place his schedule as bellow 1] Marketing receive schedule and makes plan considering the manufacturing capacity. 2] Once plan is finalized , marketing department forwards the plan planning department for material / production. 3] When planning completes production planning has to inform marketing department for dispatch plan. 4] marketing department makes dispatch plan and after invoicing the material left the factory

DISTRIBUTION CHANNEL

The channel of distribution is an important part of the Marketing Mix in any business organization. It is a pathway for the flow of ownership possession of goods and services. The transfer of ownership and physical possession are two important aspects. Transfer of ownership is an exchange process which includes channels of distribution. Where as transfer of possession is called as physical distribution which involves problem of warehousing and transportation. Channel of distribution or trade channel for a product is the route taken by the title of the goods as they come from the producer to the ultimate consumer or industrial user.

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Retailer acts as connecting link between wholesaler and customer. They are in direct contact with the customers. Retailers buy goods from wholesaler and sale the same to the customer on smaller scale as compared to the wholesaler. Channel of distribution is a team of merchants and agents business institutions that combine physical movement and title movement of products in order to create useful assortments for specific market.

PHYSICAL DISTRIBUTION
The objective of physical distribution is to deliver the right goods to the right customer at the right time and place. Physical distribution means the process of delivering the products to the user or consumer promptly, safely and in time. It involves planning, action & control of the physical flow of raw materials and finished products from the point of origin to the point of consumption to meet the customer need.

DISTRIBUTION NETWORK
Distribution channel is an important part of the business for MAHANAND Dairy Limited.. It is essential to find out if the distribution channel is effective and efficient. Taking into consideration the importance of distribution channel for MAHANAND Dairy limited. a) Ex- Dairy Distributors : They distribute milk in their own vehicles to the customers in the specific areas allotted to them. They operate on commission basis. They have signed an agreement with Dudh Mahasangh which is to be renewed annually. This is the major distribution system and over 75% of the milk is distributed through this system. They sell milk only through pouches. They have to pay the price of milk before accepting the delivery of milk. b) Shop Distribution : This system has been designed to ensure in built price control and as a counter check to the ExDairy Distribution system. In this case, the shop identified is owned by the party and delivery of packed milk is undertaken by the Mahasangh. The party has to sell at the prescribed price only. Such shops have been purposefully located in the areas of the Ex- Dairy Distributors. This helps to ensure supply of milk at the prescribed price to the customers. c) Supply to Bulk Customers : Institutional buyers like hotels, canteen, hospitals are supplied milk in loose. In this case, the institution has to pay deposit equivalent to the price of milk for 1 months as advance and pay the bills on monthly basis. d) Commission Agents :

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In order to enhance the sale of milk, a new system called commission agency has been introduced. In this system, the party has to operate purely on contract basis for a specific period and specific quantity

LEVELS OF PROMOTION ADOPTED BY MAHANAND DAIRY

Generally were find three levels of sales promotion viz. 1) Dealers level 2) Consumers level 3) Sales level They are again analyzed one by one. Dealers level: Advertising materials: The advertising materials prepared by the company such as store signs, banners, and shelf signs, boards etc. are distributed to sub-dealers for display purposes.

Store demonstrations: In the premises of the wholesaler or the retailer, The producers sales personnel will conduct special demos for the Companys product. Special displays and shows: These are seasonal in character. Usually, These are arranged along with trade fairs and exhibitions. Dealers contests: This is an indirect way of increasing sales. It is conducted by the manufacturer at the wholesale or retail level. Such contents may take the form of window display, internal store display, sales contests etc. The winners are rewarded either in cash or in some other interesting forms. Dealer premium: The dealer is offered a gift every time he purchases a given number of units of the company brands. The scheme is also financial in nature as the dealer is given cash/kind discounts for such purposes. 32 | P a g e

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Consumers level: a) Coupons: Coupons are given directly to the consumer. There coupons are, in most cases, kept inside the package. The consumer may relieve a price reduction of the stated value of the coupon at the time of purchase. b) Price offer: In this method, the customer is offered a reduction from the printed price list. It is often used when a substitute or competing product enters the market. c) Samples: In hope of come sting a prospect into a customer a sample (Small quantity of the product) may be given. This helps the consumer to verify the real quality of the product. d) Money refund offer: An offer, usually stated on the package, is that the manufacturers will return, within a stated period, part or all of the purchasers money if he is not completely satisfied with the product. e) Trading stamps: A premium in the form of stamps is given by the seller to consumers while selling goods. These stamps are redeemable through premium catalogues at the stamp redemption centers. Salesmans level: This may also the termed as sales force sales promotion. A significant amount of a companys sales promotional efforts is aimed at the companys own sales force. The idea behind such activity is to make the salesmans efforts more effectively. Sales promotion at this level may include contests, premiums, and visual aids to be used in sales presentations even sales meetings are intended as a method of sales promotion. These helps salesman to promotion their job effectively. The various sales incentive schemes discussed above are occasionally applied in industrial goods manufacturing of consumer goods.

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CHAPTER 6 Research Methodology & Data Collection & Data Analysis

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RESEARCH METHODOLOGY
Research: Research is defined as a careful investigation or inquiry specially through search for new facts in any branch of knowledge. Sampling Unit: A decision has to be taken concerning a sampling unit before selecting sample. Sampling Unit may be a geographical one such as state, district, village etc. are a contribution unit such home, and flat etc. or it may be social unit such as family, club, school etc. If may be an individual. The research will have to decide one or more of such units that he has to select for his study. During my research project I have considered sample unit to executive, individual, business man etc. Size of Sample: We have a selected a sample size of 300 outlets. This refers to the number items to be selected from the Universe to constitute sample. This is a major problem before the research. The size of sample should neither the excessively large, nor to small. It should be optimum. An optimum sample is one which full fill the requirement of efficiency, representative ness, reliability and flexibility which deciding the size of sample. Researcher must determine the desire precision as also an acceptable confidence level for the estimate. Sampling Methods: The research must decide the way of selecting a sample. A sampling method is a definite plain determined before any data is actually collected for obtaining a sample from the population. Judgment Sampling: In Judgment Sampling the research's judgment is used for selecting items which he considered as representative of the population. During my research I have used Judgment Sampling method. Primary Data: Primary data are those which are selected afresh and for the first time and thus happen to be original in character during my research product I have taken primary data from the respondents to filling the questionnaire and direct interview. 35 | P a g e

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Statistical Tools: The role of statistics in research is to function as a tool and designing research, analyzing its data and drawing conclusion there from. Most research studies result n a large volume of raw data which must be suitably reduced so that the same can be read easily and can be used for further analysis. Pie Chart. Tough Chart. Bar Graph. Histograms. Frequency Polygons. The researcher has gone about the research by engaging in primary and secondary ventures.

THE PRIMARY DATA INVOLVES:

a. retailers Interviewing the MAHANAND DAIRY retailers and non MAHANAND DAIRY

b. Interviewing consumer of the MAHANAND DAIRY pouch milk. c. Interviewing common public. d. Observation at retail counters. e. Interviewing distributors. Interview was done on the basis of questionnaire for retailers; observation method was followed for distributors and consumers. Lots of care was taken at the time of preparing questionnaire so that it gives a better response and authentic result.

THE SECONDARY DATA INVOLVES

a. Organization journals and booklets b. Retailers price list. c. Websites

COVERAGE
The study was conducted in the following area of LATUR. UDGIR CITY MIDC AREA LATUR RENAPUR SHIVAJI NAGAR KHAIR NAGAR MOMIN PURA MAHBOOB NAGAR

The categories of respondents who formed part of the study were: Retailers of MAHANAND DAIRY Other retailers in area of study 36 | P a g e

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Distributors of MAHANAND DAIRY The common people in the concern area

The sample was divided in three classes on the basis of their annual income into following categories: High Class Middle Class Lower Class

RETAILER RESEARCH ANALYSIS

Apart from some other activities, parallel survey was carried out within the trade, as research would study the important areas such as What is the retailer perception regarding MAHANAND DAIRY pouch milk regarding taste, quality and profit margin? What is key buying determination of MAHANAND DAIRY pouch milk What is the retailer view regarding pouch size and packaging? Total no. of respondent = 300 [Retailers 250, Retailers who do not keep MAHANAND dairy brand 50]

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DATA COLLECTION & DATA ANALYSIS

1) Method of Data Collection
The task of Data collection begins after a research problem has been defined and research design/ plan chalked out. While deciding about the method of Data collection to be used for the study the observer should keep in mind two types of data viz, primary and secondary. The researcher would have to decide which sort of data he would be using (thus collecting) for his study and accordingly he will have to select one or other method of data collection. Extent of competition. Effectiveness of distribution. Seasonal pattern Marketing brand image. Loyalty towards brand image. Sales promotion tools. Marketing information update; New product development. Appropriate warehouse. Adequate manpower. Flavors. Supply of flavor. Place of outlet. Price of flavor. Promotional schemes.

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2) Data Analysis
1. Retailers perception about MAHANAND DAIRY Pouch milk (taste). Retailers perception Poor Excellent Satisfied Good Total No. of retailers 13 37 88 112 250 Percentage 5% 15% 35% 45% 100%

INFERENCE The overall satisfaction level about the quality is very good. As 45% said it is good, 35% of respondent said it is satisfactory, and 15% said it is excellent.

2. Retailers willingness to sell MAHANAND DAIRY pouch milk :

The retailers approach towards sale of MAHANAND dairy pouch milk was classified into positive, neutral, negative based on observation and interviews. Retailers willingness Neutral Positive Negative Total No. of retailers 110 87 53 250 Percentage 44% 35% 21% 100%

Inference
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44% of Retailers are neutral to sell MAHANAND DAIRY milk. Those are such type of Retailers who are regular and big customers of MAHANAND DAIRY product. Whereas 21% of Retailers having a negative attitude. The reason behind such negative attitude is that they do comparison between MAHANAND DAIRY milk and other local players with respect to profit margin.

3. Satisfaction level regarding pouch size and packaging. Satisfaction level Highly satisfied Satisfied Not satisfied Total No. of retailers 85 140 25 250 Percentage 34% 56% 10% 100%

Inference
When interrogated 56% of the Respondents are such that who do not have any complaint and suggestion regarding pouch size and packaging of MAHANAND DAIRY pouch milk. Where as 34% of retailers are highly satisfied with the pouch size and packaging because according to them, it hardly gets any difficulties in storing and usage.

4. Demand of pouch size.

Demand 200ML 500ML 1000ML ALL Total No. of retailers 53 170 15 12 250 Percentage 21% 68% 6% 5% 100%

Inference
500 ml pouch is more in demand as compare to the 200 ml pouch. There may be several reasons behind it.

5. Satisfaction level with company support.

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Company support Highly satisfied Satisfied Not satisfied Total

No. of retailers 43 147 60 250

Percentage 17% 59% 24% 100%

Inference
out of the 100% Respondents 59% are satisfied, Along with above positive result therere 24% of retailers not satisfied with the company support due to replacement facility and less profit margin, and 17% are highly satisfied with promotion support.

6.Retailers response to pricing of MAHANAND DAIRY Pouch milk.

Pricing High Priced Low priced Appropriately priced Total No. of retailers 85 10 155 250 Percentage 34% 4% 62% 100%

Inference
The above figure is self-explanatory of the fact that the price standard is at the satisfactory level for the middle class and lower class families. The price of MAHANAND DAIRY pouch milk is very reasonable.

Retailers view regarding profit margin.

Profit margin Less satisfied Neutral Satisfied Total No. of retailers 150 60 40 250 Percentage 60% 24% 16% 100%

Inference
60% retailers are less satisfied with the profit margin, 24% retailers are neutral with profit margin, and 16% retailers are satisfied with profit margin.

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8. Factors affecting sale of MAHANAND DAIRY pouch milk. Factors affecting sale Price Availability Taste Brand and quality Total No. of retailers 13 50 62 125 250 Percentage 5% 20% 25% 50% 100%

Inference
The survey revealed that a big chunk 50% selling of MAHANAND dairy milk are due to its Quality and brand name whereas price covered 5% of selling, Taste hold 25% of selling and availability got 20% credit for 25 selling.

RETAILERS VIEW REGARDING TYPE OF MILK.

Type of milk Pouch milk Loose milk Both Total No. of retailers 80 50 120 250 Percentage 32% 20% 48% 100%

Inference
48% Retailers mostly sell the both milk product, 32% Retailers sell the pouch milk product And 20% Retailers sell the loose milk product.

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RETAILERS WHO DO NOT KEEP MAHANAND DAIRY BRAND

1. Awareness of MAHANAND DAIRY pouch milk in Market:
Awareness of MAHANAND dairy High Medium Low Total No. of retailers 7 17 26 50 Percentage 14% 34% 52% 100%

Inference
There is a chunk 52% Retailers who thinks that the brand needs to make more effort to promote sale, whereas 34% Retailers said that the awareness of brand is moderate and 14% of the 50 Retailers are of opinion that there is high awareness of brand through out the LATUR market.

2. Retailers attitude towards MAHANAND DAIRY pouch milk

Retailers attitude Positive Negative Indifferent Total No. of retailers 14 20 16 50 Percentage 28% 40% 32% 100%

Inference
Around 40% of Retailers who do not keep MAHANAND dairy brand had a negative attitude towards the brand, and due to dealing in other brand 32% were indifferent towards the brand. These were those classes of Retailers, who jumped whenever they saw profit or opportunity. Rests were positive towards brands. 43 | P a g e

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CHAPTER 7 Limitations

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LIMITATIONS
It is well known fact that constraints & limitation are bound to be present in any study. So this study has also some limitations. They are as following. It was very difficult to get correct information regarding competitors since shopkeepers were little scared in giving information regarding competitors products. Retailers were often busy with their consumers, so it was difficult to interrupt them hence a lot of time was wasted in waiting. Outlets have close down & there records are still running in the least of distributor / company. Distributor has no correct record of Retailer. I did not visited the typical rural area due to the time constraints reason.

The MAHANAND Dairy Company is not given any type of traveling allowances due to this reason I did not visited typical rural area of LATUR.

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CHAPTER 8 Observation & Findings

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OBSEARVATIONS & FINDINGS

1. Distribution to distributors: MAHANAND DAIRY having six insulated vans to supply milk in and around LATUR city, taken on lease. Each van is given approx 6000 liters. By late this is done by 4 AM. 2. Final distribution: Here the distributors supply milk to retailers in their respective routes allotted by depot, orders for which were taken a day before. 3. Payment collection by distributors from is done between 11AM to 4 PM in cash further distributors make the final payment to depot through demand draft by evening. 4. During the survey, it is given to understand that 30% people of LATUR city use loose milk and rest of the people prefer pouch milk. 5. The areas like Mehboob Nagar,Shivaji nagar,Momin Pura etc.colony where predominantly middle class families live can be better market for MAHANAND DAIRY pouch milk. 6. During survey it has been noted that demand for 500 ml is much more as compared to 200ml pouch. From the field experience we get the following findings on which MAHANAND dairy should emphasize itself so that it would maintain its credibility in the market, retain the customers & finally, increases its demand. During the survey, it is observed that 30% respondents of LATUR city sell loose milk and rest of the respondents prefer pouch milk. Most of the Retailers have the problem of improper supply.

During survey it has been noted that demand for 500 ml is much more as compared to 200ml pouch. 40% of the respondents to whom conversed know MAHANAND DAIRY pouch milk. Substantial portion of retailers have the problem with price. Retailers either used to report to MAHANAND Dairy distributor 3 or 4 times to get it revaluated on their own cost.

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 During the survey it is observed that 59 % retailers are satisfied with company support.

CHAPTER 9 SWOT Analysis

SWOT ANALYSIS
Strength:
1. Demand profile: Absolutely optimistic. 48 | P a g e

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2. Margins: Quite reasonable, even on packed liquid milk. 3. Flexibility of product mix: Tremendous. With balancing equipment, you can keep on adding to your product line. 4. Availability of raw material: Abundant. Presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper channelization. 5. Technical manpower: Professionally-trained, technical human resource pool, built over last 30 years.

Weakness
1. Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long life. Surely, many new processes will follow to improve milk quality and extend its shelf life. 2. Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. But with the overall economic improvement in India, these problems would also get solved. 3. Competition: With so many newcomers entering this industry, competition is becoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to carve out their niche. 4. Other facts: New product development is slow Payment terms by competition are very liberal Most of the Retailers have the problem of improper supply. MAHANAND toned milk does have the first mover advantage which tuned milk has and this may prove to be a major shortcoming also in the Latur Market no Extensive efforts have been made to popularize it.

Opportunities:
"Failure is never final, and success never ending. Dr Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure head-on, and now he clearly is an example of never ending success! If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped:

Value addition: There is a phenomenal scope for innovations in product development, packaging and presentation. Given below are potential areas of value addition: o Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a 49 | P a g e

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greater presence and flexibility in the market place along with opportunities in the field of brand building. o Addition of cultured products like yoghurt and cheese lend further strength both in terms of utilization of resources and presence in the market place. o A lateral view opens up opportunities in milk proteins through casein, caseinates and other dietary proteins, further opening up export opportunities. o Yet another aspect can be the addition of infant foods, geriatric foods and nutritionals. Export potential: Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty, opportunities will increase tremendously for the export of agri-products in general and dairy products in particular. Like Amul MAHANAND dairy should emphasize itself so that it would maintain its credibility in the market, retain the customers & finally, increases its demand in India & foreign countries.

Threats:
Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. The study of this SWOT analysis shows that the strengths and opportunities far outweigh weaknesses and threats. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and marketing) and values (of quality/ethics). The Indian dairy industry, following its delicensing, has been attracting a large number of entrepreneurs. Their success in dairying depends on factors such as an efficient yet economical procurement network, hygienic and cost-effective processing facilities and innovativeness in the market place. All that needs to be done is: to innovate, convert products into commercially exploitable ideas. All the time keep reminding yourself: Benjamin Franklin discovered electricity, but it was the man who invented the meter that really made the money!

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CHAPTER 10 Conclusion

CONCLUSION
1. The MAHANAND Dairy is a crucial link between the factory and the

manpower employed with MAHANAND Dairy ltd. at different location. 2. Also as the consumer satisfaction is the prime goal a Mahanand it cannot be achieved without giving such kind of including and orientation at each level.

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3. The Sales and Marketing Department are seen utilized and managed well

to fulfill given demand within time.

4. Machines are continuously loaded to its fullest extend and production can

achieve by it with available resources to smooth supply of raw materials.. 5. The standard existing capacity of plant varies with change of product on machine. 6. Particular product is allocated on particular channel so that it is supplied to well balance manner. 7. More demand can be generated from market so that manufacturing can be used on its full efficiency. 8. Thus it was a learning experience from our side and will be very thankful to all the conserved personnel for their support and cooperation during our Induction period.

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CHAPTER 11 Bibliography

BIBLIOGRAPHY
BOOKS
MARKETING MANAGEMENT

Author: Edition:

Philip Kotler twelfth 53 | P a g e

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Publisher: ` RESEARCH METHODOLOGY Author: Edition: Publisher:

prentice Hall India

Kasnde S. P. Fourth Nirali Prakashan

WEBSITES:

a. http://www.MAHANANDdairy.co.in b. http://www.dairy.com

c. http://www.Google.com

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CHAPTER 12 Annexure

QUESTIONNAIRE
Name of Outlet__________________________________ Address ________________________________________ Contact No. _____________________________________
1. Do you know about MAHANAND dairy Pouch milk? (a) Yes [ ] (b) No

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(a) Poor (c) Satisfied [ ]

(b) Excellent (d) Good

3. Your willingness to sell MAHANAND dairy Pouch Milk? (a) Neutral (c) Negative ] 4. What is your opinion regarding Pouch size and packaging? (a) Highly Satisfied (c) Not Satisfied [ ] 5. Which Pouch size of milk is more in demand? (a) 200 ml (c) 1000ml [ ] (b) 500ml (d) All (b) Satisfied (b) Positive [

6. What are your views regarding company support? (a) Highly Satisfied (c) Not Satisfied [ ] 7. What are your views regarding its price? (a) High (c) Appropriate [ ] 8. Are you satisfied with profit margin? (a) Less Satisfied (c) Satisfied ] 9. What is key factor for the sale of MAHANAND dairy Pouch milk? 56 | P a g e (b) Neutral [ (b) Low (b) Satisfied

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(a) Price (c) Taste [ ]

(b) Availability (d) Brand & Quality

10. What are your views on Loose Milk? (a) Good (c) Neutral [ ] 11. Do you want to sell MAHANAND dairy Pouch milk? (a) Yes [ ] (b) No (b) Bad

12. Would you like to give any suggestions? ________________________________ ________________________________ ________________________________ NOTE: Q1, 3, 10 &11 are for Retailers who do not keep MAHANAND dairy brand.

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