Management Thesis - I

A REPORT ON

“A STUDY OF PERFORMANCE AND GROWTH OF SARAS DAIRY”

BY
SMITA CHOUDHARY

SARAS DAIRY, ALWAR

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
ISO 9001-2000 AND HACCP CERTIFIED
JAIPUR ROAD, ALWAR
PH. 0144 -2702644, 2701010

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 Management Thesis - I

A REPORT ON

“A STUDY OF PERFORMANCE AND GROWTH OF SARAS DAIRY”

BY
SMITA CHOUDHARY
MBA (III SEMESTER)
Submitted on 07th July 2007

A report submitted in partial fulfillment of the requirements of

PGPROGRAM (Class of 2007)
ICFAI National College,

Copies marked list: Mr. Sandeep Kumar Kautish (Faculty Guide)

Mr. Amit Bhattacharya (Company Guide)

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 Management Thesis - I

TABLE OF CONTENTS

Acknowledgement.....................................................4
Preface........................................................................5
Declaration.................................................................6
Company Profile........................................................7
Product portfolio............................................8
From the Managing Director’s Desk.........................10
Who’s who of marketing department.........................11
Introduction................................................................12
Objectives......................................................13
Limitations ....................................................14
List of Tables and Illustrations...................................16
Abbreviations.............................................................17
Summary....................................................................18
Body of thesis............................................................20
Main tasks and targets....................................20
Method of survey...........................................22
Conclusions....................................................24
Survey results.....................................26
Observation about Saras products......32
Observation about Saras dairy...........33
Recommendations..........................................34
Appendix....................................................................36
References..................................................................44
Glossary.....................................................................45

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 Management Thesis - I

ACKNOWLEDGEMENT

I express my heartfelt thanks to Mr. J.R. Dhaka, Managing Director, AZDUSS Ltd. for his
direction, help and motivation.
I express my sincere thanks to Mr. Sandeep Kumar Kautish (Faculty Guide), Mr. Amit
Bhattacharya (Company Guide, Plant Manager, Saras Dairy, Alwar [AZDUSS Ltd., Alwar]),
Mr. L.C. Balai (Deputy Manager, Marketing) and Mr. Anil Kumar Mathur (Deputy Manager,
Administration) for their support and cooperation. They provided me their valuable help and
guidance during the training period.

I shall be highly indebted to the staff of the marketing department of Saras Dairy (AZDUSS
Ltd., Alwar) for the moral support they extended to me during the SIP training.

I also thank the booth/parlour owners and the respondents whom I surveyed for giving me
their valuable time and fruitful suggestions.

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 Management Thesis - I

PREFACE

Marketing is one of the most important functions in business. It is the discipline required to
understand customers' needs and the benefits they seek.

No study can be termed complete if there is no practical experience. Hence need for training
has become a real necessity. The training aims to prepare students through a process of
practical experience. Practical exposure no doubt has contributed a significant amount of
knowledge to me along with real life experience and was an ideal combination of academic
knowledge and practical experience.

Marketing activities can be regarded as lifeblood of all business concerns. In order to enhance
the performance of marketing department and overall success of a business concern, study of
consumer behavior and their satisfaction, sales and distribution channels, advertisement and
competitive advantages is necessary. The performance of a company is very much important
for an organization.

Saras Dairy, Alwar is in fact a very ideal location to gain practical experience. I am sure the
experience gained in short duration, will go a long way in all my future endeavors.

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 Management Thesis - I

DECLARATION

I hereby declare that this project work entitled “A study of performance and growth of
Saras Dairy, Alwar” is my original work, carried out under the guidance of my Faculty
Guide Mr. Sandeep Kumar Kautish and my Company Guide Mr. Amit Bhattacharya.
The facts and figures produced in this report are based on my own experience and study. This
report neither full nor in part has ever been submitted for award of any other degree.

Smita Choudhary
6ND11765
ICFAI National College
Alwar

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 Management Thesis - I

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 Management Thesis - I

COMPANY PROFILE

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar (AZDUSS Ltd., Alwar) is a
cooperative organization registered under Cooperative Act with Registrar of Cooperative,
Government of Rajasthan. AZDUSS Ltd., Alwar was established in the year 1972 keeping in
mind the interests of the cattle rearers to implement dairy development activities in the Alwar
district, under Operation Flood Program. The task of milk collection started from 22 nd August
1973. The main objective of the organization is to eliminate the role of intermediaries and
give cattle rearers good value for the milk and prevent them from exploitation. The other
objectives of the organization are:
1) To help in financial development of the villages and cattle rearers.
2) To help in the social and financial development of the rural milk producers.
3) To increase the milk producing capacity of the cattle.
4) To make available pure, healthy and high quality milk and milk products to the
customers.

AZDUSS receives direction and assistance from Central Government, State Government,
RCDF Ltd. Jaipur and National Dairy Development Board, Anand from time to time.
Presently the dairy plant has a capacity to process 1.50 lakh litre milk, prepare 10 M.T. milk
powder and 9.0 M.T. ghee per day. Besides these the plant also prepares chhach, lassi, dahi,
shrikhand, paneer and other milk products. The plant also has a capacity to pack 2.50 lakh
litre milk per day.

The Alwar plant of Saras (AZDUSS Ltd., Alwar) has been certified under internationally
accepted quality and food safety management systems in accordance with ISO 9001-2000
with HACCP. The organization also helps in improvement of animal breed, providing animal
health services, insurance of animals, women dairy project and providing vermicompost
manure to the cattle rearers. The organization also provides cattle feed which is purchased
from Nadbai and marketed in Alwar.

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 Management Thesis - I

Product Portfolio

Saras Dairy, Alwar (AZDUSS Ltd., Alwar) prepares and markets the following products:

1) Milk (Available in ½ and 1 litre packs)

a. Full cream Milk (Red) Gold It contains FAT- 6% and SNF- 9%
b. Toned Milk (Blue) Taaza It contains FAT-3% and SNF- 8.5%
c. Double toned Milk (Yellow) Smart It contains FAT-1.5% and SNF-9%
d. Skim Milk (Purple) Lite It contains FAT-0.5% and SNF-8.5%

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 Management Thesis - I

2) Chhach
a. Plain 500ml
b. Namkeen 250ml
3) Lassi 250ml
4) Ghee ½ litre , 1 litre and 15 litre tin
5) Paneer 200 gm and 1 KG
6) Shrikhand 100 gm Cup
7) Dahi 200 gm Cup
8) Butter (Purchased from Jaipur Dairy, marketed in Alwar) 100 gm and 500
gm
9) Flavored milk (Purchased from Jaipur Dairy, marketed in Alwar) 200 ml Bottle

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 Management Thesis - I

From the Managing Director’s Desk:

The Managing Director of AZDUSS Ltd., Alwar is Mr. J.R. Dhaka. His future plans
and strategies for the betterment of the organization are:

“To provide better milk procurement price along

with technical input service to member producers.
To procure maximum milk, provide safe and good
quality milk and milk products at competitive price
to consumers. Thrust will be for better financial
health of milk union”

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 Management Thesis - I
Who’s who of Marketing Department

Hierarchy of Marketing Department

Mr. J.R. Dhaka, M.D.

Mr. Amit Bhattacharya, Plant Manager

Mr. Lal Chand Balai, Dy. Manager

Mr. Mahesh Sharma, Asstt. Manager

Sales Supervisor

Sales Inspector

Root Supervisors

Skilled Workers

Computer Operators

Fourth Class

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 Management Thesis - I

INTRODUCTION

I joined Saras Dairy, Alwar (AZDUSS Ltd., Alwar) as an intern on 19th March 2007. I am
working in the Marketing Department of Saras. My main task was to conduct booth, parlour
and customer surveys.

American Marketing Association (AMA) defines marketing as the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational goals. Marketing deals with
products. Product can be in the form of goods, services or ideas. Marketing is not just selling.
According to Peter Drucker, “The aim of marketing is to make selling superfluous.”

Marketing department is one the most important department in every organization. The
marketing activities of the organization include providing support to the milk unions within
and outside the state. The marketing department conducts various surveys to know the needs
and expectations of the customers.
I was assigned the task to survey parlours, booths and customers of Alwar city.
In Alwar city there are 10 Saras parlours and 315 booths that are currently working.

On the basis of my observation till date I expand the name SARAS as follows:

S – Smart
A – Association
R – Responsible for
A – Authentic
S – Services

I define SARAS as a Smart Association Responsible for Authentic Services.

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 Management Thesis - I

OBJECTIVES
The objectives of the Executive Training at Saras Dairy (AZDUSS Ltd., Alwar) are:

1) To identify the working of the organization.

2) To conduct an exhaustive analysis of the marketing department.
3) To increase the sales of the products that are prepared and marketed by the
organization.
4) To conduct an extensive study of the market place and the customer’s needs.
5) To understand the core business of the company, organization chart, key personnel in
the company, manufacturing units, marketing channels, financial policies, etc.
6) To do a comprehensive analysis of the company and prepare the SWOT (Strengths,
Weaknesses, Opportunities and Threats) analysis report for the company.
7) To build a good rapport with the company’s staff.
8) To understand the organizational structure and the top management team including the
Chairman, Managing Director and the Officers.
9) To do a practical and live observation of the work place.
10) To understand the attitudes and behavior of the customers.
11) To analyze the sale of Saras milk in Alwar district and find out the factors which are
affecting its sale.

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 Management Thesis - I

LIMITATIONS

Any research in any field topic gives some new results, discovering new areas etc. but
there are always some limitations thereof.

The limitations that I came across during the course of my training at Saras (AZDUSS
Ltd., Alwar) are:

1) Response Bias: Sometimes the respondents consciously or unconsciously

misrepresent the truth, and then it amounts to response bias.
2) Non response errors: Sometimes respondents do not give a response or give partial
response. It is called non response error. The reason may be lack of knowledge or
unwillingness to answer.
3) Fluctuations in weather conditions: During the survey I came across unfavorable
weather conditions like scorching heat and dust storm.
4) Scarcity of time: There is limited time available each day and lot of tasks have to
completed in a day like preparing reports, conducting surveys, spend time at the office
to gain knowledge, etc.
5) Different tastes and preferences: The study was conducted in the urban areas and it
cannot be applied to the rural areas because the tastes and preferences of people of
rural and urban areas differ vastly.
6) Inaccurate information: The answers given by the respondents are not always
correct and may be misleading.
7) Time consuming: It is very time consuming to go door to door in order to conduct a
survey of various homes and find their views and study their buying behavior.
8) Small sample size: The sample size is small and it may not actually represent the
whole population.

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 Management Thesis - I

9) Difficult to convince people: Sometimes it becomes very difficult to convince people

as many of them are not at all aware of Saras products and some are very stubborn. It
becomes slightly difficult to convince such people but it is a challenging task and a
good learning experience.
10) Limited information: Being a trainee, it became difficult to obtain some confidential

information about the organization. This sometimes became a hurdle during the
training.
11) Non availability of person: In some cases the person is not present at home.
12) Dependence on respondents’ views: The data collected is totally dependent on
respondents’ views, which could be bias in nature.
13) Difficult to recall: It is not possible and economically viable to revisit a person who
was not present at home.
14) Lack of educated and cooperative respondents: Personal interviews are successful
only when the respondents are educated.

The limitations that Saras Dairy comes across are:

1) Low availability of raw milk in summers.

2) Dependence on milk producers.
3) Dependence on monsoons.
4) Milk can be produced not manufactured.
5) Increasing competition in dairy industry.

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 Management Thesis - I

LIST OF TABLES AND ILLUSTRATIONS

Figure1...................................People’s opinion about dahi

Figure2...................................People’s opinion about paneer
Figure3...................................People’s opinion about ghee
Figure4...................................People’s opinion about lassi
Figure5...................................Survey result of 214 booths/parlours
Figure6...................................Responses of 250 people who visited the plant
Figure7...................................Survey result of 500 people
Figure8...................................Golden advice for Saras
Table1.....................................Summary of targets and tasks
Table2.....................................Reasons for which people are not using Saras products
Table3.....................................Registered DCS
Table4.....................................Milk Procurement
Table5.....................................Liquid Milk Sale
Table6.....................................Turn Over
Table7.....................................My observation of Saras products
Table8.....................................My observation of Saras dairy

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 Management Thesis - I

ABBREVIATIONS

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

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

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 Management Thesis - I
SUMMARY

In this section I present the summary of targets achieved by me and the tasks performed by
me during the SIP training in a tabular form. The supporting documents and the detailed
information are present in the appendix section at the end of the report. This Summary
contains details of tasks done by me from 19th March 2007 to 6th July 2007.
Table 1

S.No. Targets/Tasks Purpose Achievements Date

1. To conduct Survey of To know their Interviewed 500 19th March 2007

500 people opinion about people to 04th July 2007
Saras products
2. To organize plant To make them Organized plant 19th March 2007
visit for 250 people aware of Saras visit for 250 to 30th June 2007
products and people
quality
3. To survey 9 parlours To know their Surveyed 9 08th April 2007 to
and 210 booths problems and parlours and 205 18th June 2007
solve them booths
4. To interview people To know their Interviewed every 23rd April 2007 to
of the marketing satisfaction level. person of the 27th April 2007
department marketing
department.
5. To take demand from To give the Took demand 13th May 2007 to
various stations demand sheet to from 100 stations 04th July 2007
the FGS
department
6. Completed initial As part of the My Initial Report Initial Report 31st
report, synopsis ICFAI was declared the March 2007
interim report, curriculum. best in my batch Synopsis 07th
management thesis April 2007
and final report. Interim Report
12th May 2007
Management
Thesis 05th July
2007
Final report 06th
July 2007
7. Collected secondary To get complete Collected very Got information
data from various knowledge about significant data about milk
departments Saras from the MIS and procurement
accounts Liquid milk sale,
department turn over
8. Interviewed the To gain an insight Understood the 22/04/2007
Managing Director on the future organization’s
of the organization plans and future plans and

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 Management Thesis - I
strategies strategies

9. Participated in milk To inform people Learnt how to test 20/03/07 to

testing camp about the quality the milk sample 25/03/07
organized monthly of milk used by for purity and to
them know its
nutritional value
10. I was given the To reduce their It improved my 15/05/07 to
responsibility to work-load. communication 04/07/07
guide 36 MBA skills and
Students. enhanced my
knowledge.

Note:- I got an Appreciation Letter from my SIP Company (Alwar Zila Dugdh Utpadak
Sahakari Sangh Ltd.) for good performance. Copy of Appreciation Letter is enclosed at the
end of the report.

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 Management Thesis - I

BODY OF THESIS

Saras (AZDUSS Ltd., Alwar) is a very large and reputed organization and it gives me
immense pleasure and satisfaction to be associated with such a reputed organization.
The organization maintains state of the art quality and hygiene standards.

MAIN TASKS AND TARGETS

1) To conduct a comparative study of the growth of Saras (AZDUSS Ltd., Alwar) for
three consecutive years.
2) To conduct survey of Saras parlours and booths to know their problems and sort them
out. To get feedback from Saras parlours and booths.
3) To get feedback from customers and find their problems, satisfaction level, take their
suggestions and help AZDUSS Ltd., Alwar to implement those suggestions.
4) To take responses from people who do not use Saras products and find the answer to
the question, “Why they are not using Saras products”.
5) To judge the satisfaction level of the employees of AZDUSS Ltd., Alwar.
6) To do entries of daily supply in the supply register.

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 Management Thesis - I

7) To take demand of various Saras products from parlour/booth owners and distributors
through phone or personal contact in the prescribed proforma. To make maximum
people aware of Saras.
8) To organize free testing camps to test the purity of milk.
9) To increase the sale of Saras products.
10) To implement human resource management techniques to increase the satisfaction
level of the employees of AZDUSS Ltd., Alwar.
11) To interview 500 homes in four months to know their views and opinions about Saras
products.
12) To organize plant visit for 250 people in four months to show them the plant and tell
them the processes that the Saras milk undergoes and how different Saras products are
prepared. The purpose of organizing such visits is to tell the people about the many
advantages that Saras offers them like
a. Hygienic plant
b. High nutritional value of its products
c. Good storage facilities
d. Cleanliness of the plant and storage area
13) I was given the responsibility to guide 36 MBA students (working as interns in Saras
Dairy, Alwar) and assign them their tasks and duties on a weekly basis.

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 Management Thesis - I

METHOD OF SURVEY
Survey Research

Research is the search for, and retrieval of, existing, discovery or creation of new information
or knowledge for a specific purpose. Research has many categories, from medical research to
literary research. Marketing research is a form of business research.

A survey research is defined as the method of collecting information by asking a set of pre
formulated questions in a predetermined sequence in a structured questionnaire to a sample of
individuals drawn so as to be representative of a defined population.

Some of the common methods of conducting surveys are:

 Personal Interviews: Personal interviews are characterized by the presence of four

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

Method of survey research used by me: Personal Interview (Door to Door

Interview)

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 Management Thesis - I

Reasons for Choosing Personal Interview:

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

1) Feedback Opportunities: In face to face interview, doubts of the interviewee can be

clarified. Also the respondent can be assured confidentiality.

2) Probing: The interviewer in a personal interview can explore the respondent for
complex answers. The detailed information so obtained is very useful to the
researcher.

3) Length of Interview: The length of interview is better in personal interviews. In a

personal interview, chances of the respondents answering all the questions are greater
as compared to other non-personal survey methods. Personal interviews lead to
improvement in the quality of responses.

Questionnaire Design
A questionnaire is a set of questions to be asked from respondents in an interview, with
appropriate instructions indicating which questions are to be asked, and in what order.
Questionnaires are used in various fields of research like survey research and experimental
design.

Questionnaire design is a vital issue in interviewing. A properly designed questionnaire can

tap the necessary information from the respondent. Therefore, researchers always design a
tactful set of questions to probe and prompt the interviewee to give useful answers.
Questionnaires fall under various categories, such as structured, unstructured, disguised and
undisguised.

The questionnaire consists of two types of questions:

Open Ended Questions

Close Ended Questions

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 Management Thesis - I

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 Management Thesis - I

CONCLUSIONS
The following pie charts show the opinion about various Saras products.
Figure 1 Figure 2

People's opinion about Dahi People's opinion about Paneer

13% 5%
5%

10%
36% Like very much Like very much
15%
like somew hat like somew hat
neutral neutral
51%
dislike somew hat dislike somew hat
dislike very much dislike very much
29%
18%

18%

Figure 3 Figure 4

People's opinion about Ghee People's opinion about Lassi

3% 10%
10%

Like very much 14% Like very much

12%
like somew hat 44% like somew hat
neutral neutral
dislike somew hat 8% dislike somew hat
13% 62% dislike very much dislike very much

24%

Note: The graph only shows the opinion of the people I surveyed and not of the general
public.

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 Management Thesis - I

During the training my major work was to conduct booth/parlour surveys and customer
surveys. My efforts have benefited the company (AZDUSS Ltd., Alwar) in the following
ways:

1) I surveyed Saras parlours and booths and tried to find out the problems faced by the
booth/parlour owners.

2) The problems faced by the booth/parlour owners were:

a. They did not get timely supply of products from Saras dairy.
b. They did not receive cover stands and straws to serve the customers better.

3) I conveyed these problems to the Managing Director of AZDUSS Ltd., Alwar.

4) He immediately took action after receiving my feedback.

5) This has resulted in timely supply of material to the booth and parlours and cover
stands and straws were also provided to them.

6) After these actions were taken, customers started getting better facilities and this
enhanced the goodwill of the company (AZDUSS Ltd., Alwar).

7) I also interviewed the staff of the marketing department to judge their satisfaction
level. It proved very beneficial to the head of the organization, the Managing Director,
as he came to know the satisfaction level of the employees of his organization and the
action he needs to take to keep his staff completely satisfied so that they can work
well for the betterment of the organization and remain loyal towards the organization.

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 Management Thesis - I

Survey Results

During the course of SIP training I conducted survey of 9 Saras parlours, 205 booths. The
results of the survey are presented graphically as follows:

Survey result of 214 Booths/ Parlours

12 2
6% 1%

35
16%

Highly satisfied
102 Very much satisfied
48% Fairly satisfied
Unsatisfied
Highly unsatisfied

63
29%

Figure 5

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 Management Thesis - I

I organized plant visit for 250 people during the four months of my SIP training. I explained
them the working of Saras plant. I also told them how Saras products are better than the
products supplied by local vendors and the advantages of using Saras products. Each and
every person gave his/her response and I graphically present their responses using pie chart as
follows:

Responses of 250 people who visited the plant

11 7

23 4% 3%
9%

Highly convinced
29 Very much convinced
12% 119
48% Fairly convinced
Unconvinced

Highly unconvinced

Can’t say

61
24%

Figure 6

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 Management Thesis - I

I surveyed 500 people. The people I interviewed were randomly selected from various
colonies of Alwar. Every person has a different opinion, some say Saras products are
excellent, some say they are good, some feel they are poor and some find them average. I
present the result of the survey graphically using pie chart as follows:

Survey result of 500 people

12 14
21 2% 3%
4%

66
13% Excellent

Very good

Good

Poor

Very poor
289
58% Can’t say
98
20%

Figure 7

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 Management Thesis - I

Reasons of those people who are not using Saras products

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

% of the people
S.No. Factor
surveyed
1 Absence of home delivery 23.6

2 Unknown about Saras products 10.2

3 Products are expensive 8.4

4 Priority to buffalo’s milk 10.8

5 Possess bad smell 5.8

6 Non availability of booth in the vicinity 6.6

7 Use Saras milk in case of emergency only 5.8

8 Faith in long association with the milkman 9.2

9 Not able to pay in cash 8.2

10 Consumers own cows and buffalos 4.8

11 No price consistency 6.6

TOTAL 100

Table 2

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 Management Thesis - I
As my project title is “A study of performance and growth of Saras dairy”, therefore I did
a comparative analysis of many factors related to performance and growth of the organization
like number of registered societies, milk procurement, liquid milk sale and turnover from
2001-02 to 2006-07. I represent the statistical figures in a tabular form below:

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

REGISTERED DCS
Table 3

Year No. of registered

cooperative societies
2001-02 497
2002-03 532

2003-04 609

2004-05 681

2005-06 742

2006-07 795

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

MILK PROCUREMENT
Table 4

Year Milk procurement

000’ kg
2001-02 59.59

2002-03 62.97

2003-04 66.22

2004-05 70.28

2005-06 76.93

2006-07 82.66

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

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 Management Thesis - I
LIQUID MILK SALE
Table 5

Year Liquid milk sale

000’ lit per day
2002-03 18.6

2003-04 29.56

2004-05 35.81

2005-06 67.03

2006-07 132.69

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

TURN OVER
Table 6

Year Turn over (Crore)

2001-02 53.6

2002-03 59.57

2003-04 93.77

2004-05 96.33

2005-06 95.8

2006-07 99.15

My observation about various Saras products with respect to people’s liking

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 Management Thesis - I

Product

Product Excellent Very Good Good Poor Very Poor

FCM (Gold) √
Toned Milk (Taza) √
Double toned milk √
(Smart)
Skimmed milk (Lite) √

Ghee √

Dahi √

Paneer √

Lassi √

Chhach (Plain) √

Chhach (Namkeen) √

Shrikhand (Plain) √

Shrikhand (Kesar Pista) √

Flavored Milk √

Table 7

My Observation of Saras Dairy (AZDUSS Ltd., Alwar)

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 Management Thesis - I
Now I have completed four months as an intern in Saras Dairy (AZDUSS Ltd., Alwar) and
during these four months as a trainee I carefully observed various aspects of the organization.
Here, I am presenting my observations and findings using the Constant Sum Scale. I have
divided a total of 100 points into various attributes that I observed. The maximum marks that
can be allotted to a factor are 10.

The various attributes that I observed and the points I allocated to each observation are
presented below in tabular format.

Table 8

S.No. Characteristic of Saras Dairy Number of Points

1 Variety of milk provided by Saras Dairy 9

2 Prices are affordable 6
3 Round the clock availability 0
4 Quality and hygiene 10
5 Enough range of FMP 8
6 Staff is cooperative 9
7 Follow the ISO 9001-2000 norms 10
8 Give weightage to suggestions 8
(Suggestions are always welcome)
9 Customer awareness camps and plant visits 7
10 Employee satisfaction 8
11 Market reputation 9
12 Advertisement and publicity 4
13 New product development 5
14 Channels of marketing 7

Total 100

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 Management Thesis - I

RECOMMENDATIONS
On careful observation of the Saras dairy during the training period, I have the
following suggestions for Saras dairy, which on proper implementation may provide a
big boost to it.

1) Home delivery facility should be provided.

2) Increase in advertisement and publicity.

3) Motivation program for booth and parlour owners.

4) All information regarding Saras dairy and its products should be available on internet.

5) The policy that an organization must follow in order to run successfully is…..

Golden Advice for Saras

Rule #1
The customer is
always right!

Rule #2
If the customer is
ever wrong, reread
Rule #1

Figure 8

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 Management Thesis - I

6) Marketing department should be well furnished and attractive.

7) There should be consistency in price.

8) Alwar dairy should give milk producers competitive prices and facilities.

9) Glow sign boards should be provided to booth and parlour owners.

10) New products should be launched like ice-cream.

11) An organization like Saras should have a reception and a receptionist.

12) To popularize ‘Shrikhand’ free samples may be distributed at some public places.

13) Inspection and frequent check of booths and parlours.

14) Good coordination between marketing department and booths & parlour owners.

15) Departments should be interconnected through computer network.

16) Employee identification card should be provided to employees of Saras.

17) New technology should be adopted from national and international company’s experts

in the field.

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 Management Thesis - I

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 Management Thesis - I
APPENDIX

I prepared many questionnaires to perform the survey task assigned to me. These
questionnaires were first shown to the officials of the Saras dairy and after their acceptance
and consent they were implemented to do the assigned task. The various questionnaires
prepared by me to conduct surveys and interviews are enclosed in this section.

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar

Date:_________

Questionnaire for Customers

1) Name : ___________________________________
2) Husband’s Name: ____________________________________
3) Address : ___________________________________
___________________________________
___________________________________
4) Profession : ___________________________________
5) Age : ___________________________________
6) Are you aware about Saras? Yes No
7) Number of family members : _______________
Adults __________ Children _________
8) Do you use Saras Products : Yes No
9) If yes which products do you use?

Milk : Full Cream Toned Double Toned Skimmed

Butter Dahi Ghee Paneer s Shrikhand

Chhach : Plain Namkeen Lassi : Sweet

10) Are you satisfied with quality of Saras products?

Yes No
11) Do you think that Saras products can be improved further?
Yes No
12) Do you have any suggestions for further improvement of Saras products?
__________________________________________________________________
13) Which is your nearest Saras booth?
_____________________________________
14) Is number of booths sufficient in your locality?
Yes No
15) Are all products available at the booth?
Yes No

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 Management Thesis - I
16) Do you think Saras should start the system of home delivery?
Yes No
17) Do you want Saras to introduce any new product?
Yes No
If yes, which types of products?
____________________________________________________________
18) Are you satisfied with the price of Saras Products?
Yes No
If not why and what should be the right price?
_______________________________________________________________
19) Any Suggestions
__________________________________________________________________

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 Management Thesis - I

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar

Questionnaire to Obtain Feedback from the Booth/Parlours
1) Name of the Booth/parlour: _________________________________
2) Address : __________________________________
__________________________________
__________________________________
3) Products available with the booth/parlour
Milk : Full Cream Toned Double Toned Skimmed
Butter Dahi Ghee Paneer Shrikhand
Chhach : Plain Namkeen Milk Cake
Lassi : Sweet
4) Do you get timely supply from Saras?
Yes No
5) Do you get proper storage facilities to store the products?
Yes No
6) Average daily sales of the products?
Milk : _____________________________
Dahi : _____________________________
Ghee : _____________________________
Chhach : _____________________________
Lassi : _____________________________
Paneer : _____________________________
7) What measures do you take to improve sales?
_____________________________________________________________________
8) Does management of Saras help you to improve sales?
Yes No
9) What support do you expect from the management of Saras to boost sales?
_____________________________________________________________________
10) What source do you use to convey your demand to the plant?
_____________________________________________________________________
11) Does Saras give you any credit facility and what are the payment terms and
conditions?
_____________________________________________________________________
12) What are the timings of your booth/parlour?
_____________________________________________________________________
13) How much manpower is required to run the booth/parlour?
______________________________________________________________________
14) Are you satisfied with the profit margins you get?
Yes No
15) Do you have arrangement of home delivery for regular customers?

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 Management Thesis - I
Yes No
16) How do you collect your payment from customers, monthly or cash and carry?
_____________________________________________________________________
17) Do you have any alternative source of electricity in case of power failure to keep
your products safe?
Yes No
18) Do you sell other products (like bread, biscuits, eggs, etc.) along with the Saras
products?
Yes No
19) Are you able to sell the received products daily or you are left with some unsold
products?
Yes No
20) What do you do of the unsold products?
______________________________________________________________________
21) How do you handle the excessive demand for any product?
______________________________________________________________________
22) Does the marketing department of Saras help you in fulfilling the excessive demand?
______________________________________________________________________
23) Does the marketing department of Saras ask about your problems?
Yes No
24) Does the marketing department of Saras solve your problems?
Yes No
25) Any suggestions:
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

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 Management Thesis - I
Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar
Questionnaire to Obtain Employee Feedback
1) Name : ______________________________________
2) Department : ______________________________________
3) Designation : _____________________________________
4) Address : ______________________________________
______________________________________
______________________________________
5) No. of years in service: ______________________________________
6) Timings : ______________________________________
7) Job responsibility : ______________________________________
8) Satisfaction Level : Extremely Not Satisfied Not Satisfied
Satisfied Very Satisfied Extremely Satisfied
9) Facilities Provided: Medical L.T.A. Loan Facility
Conveyance Allowance Traveling Allowance
House Rent Allowance Welfare Schemes
10) If you get better remuneration and opportunity in some other company will you
leave Saras Dairy, Alwar?
Yes No
11) How much time do you devote for field work in a day?
________________________________________________________________________
12) Are you satisfied with the policies of the company with respect to customer?
Yes No
13) What steps do you take to fulfill the demand for milk when supply is short?
________________________________________________________________________
14) What are the means of advertising you use?
Electronic media Print media Banners Hoardings Door to door
marketing
15) Do you set well defined targets for each booth?
Yes No
16) What are the timings of the booths?
________________________________________________________________________
17) Do you prepare each product marketed by you at the Alwar plant?
Yes No
18) Which products do you purchase from other plants of Saras Dairy?
________________________________________________________________________
19) What do you do with the unsold products left after the date of expiry?
________________________________________________________________________

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 Management Thesis - I
20) How do you check the synthetic milk producers operating illegally in the market?
________________________________________________________________________
21) How do you prevent duplicacy of your brand?
________________________________________________________________________
22) Are you exploring the market outside Rajasthan? If yes, where?
________________________________________________________________________
23) Do you get any incentives for meeting the targets?
________________________________________________________________________
24) What mechanism do you use to set prices of your products?
________________________________________________________________________
25) Do you take feedback from the customers?
Yes No
26) Do you organize any camp to solve the problems/grievances of the customers?
Yes No
27) Do you work on holidays also or do you adopt rotation system?
________________________________________________________________________
28) Do you have any plans to launch new products in the market in the near future?
Yes No
29) Do you see any difference between your product and the product coming from the
milk producers?
Yes No

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 Management Thesis - I

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar

Questionnaire for the Managing Director of the Organization
1) Name : ____________________________________
2) Address : ____________________________________
____________________________________
____________________________________
3) Phone No. : ____________________________________
4) Timings : ____________________________________
5) No. of years in AZDUSS Ltd., Alwar as MD
______________________________________________________________________
6) Place of work before coming to Alwar
______________________________________________________________________
7) Are you satisfied with the working of Alwar Dairy plant?
Highly Satisfied Considerably Satisfied Reasonably Satisfied
Unsatisfied Highly Unsatisfied
8) Number of staff members
Permanent Contract
9) Do you inspect the plant regularly?
Yes No
10) What is the time interval between two inspections?
_____________________________________________________________________
11) What do you observe while inspecting the plant and the office?
_____________________________________________________________________
12) What is the cooperation level of your employees?
Non Cooperative Cooperative Extremely Cooperative
13) What are your future plans and strategies?
_____________________________________________________________________
14) What are the promotional activities you conduct to promote your products?
_____________________________________________________________________
15) Do you organize events or seminars for your customers to make them aware about
your products?
Yes No
16) Do you conduct staff meeting for smooth working and better coordination?
Yes No
17) Does your staff work over time? If yes, do you pay extra money for that?
_____________________________________________________________________

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 Management Thesis - I
18) Does any conflict arise between your staff members? If yes, what do you do to
resolve the conflict?
____________________________________________________________________
19) Do you reserve the power to provide monetary benefit or incentive to your staff for
good performance?
Yes No
20) Do you provide training to your staff?
Yes No
21) Do you take feedback from employees?
Yes No
22) How do you keep record of your data?
Electronically Manually Both
23) Do you organize any camps or meetings where Saras parlour and booth owners are
involved and their problems can be heard and solved?
Yes No
24) What measures do you take to ensure smooth functioning of the organization?
_____________________________________________________________________
25) Do you provide any additional benefit/incentive to booth/parlour owners?
Yes No
If yes, what are the conditions that need to be fulfilled by the parlour/booth owners?
___________________________________________________________________
26) Who is responsible for setting prices of Saras products?
____________________________________________________________________
27) Are you aware of the fact that Reliance is entering the dairy industry?
Yes No
28) Have you planned any strategy to counter competition from Reliance?
Yes No

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 Management Thesis - I

REFERENCES

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

1) Annual publication of Saras Dairy, Alwar

2) Business Research Methodology by C.R. Kothari.

3) Business Research Methods published by ICFAI University Press.

4) Dairy map of Rajasthan from the website www.mapsofindia.com

5) Definition of marketing by American Marketing Association

6) Definition of marketing by Peter Drucker

7) MIS department of Saras dairy (AZDUSS Ltd., Alwar).

8) Principles of Marketing by Philip Kotler and Gary Armstrong.

9) Principles of Marketing published by ICFAI University Press.

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 Management Thesis - I
GLOSSARY

The definitions of the terms used in this report are:

1) HACCP: HACCP stands for Hazard Analysis and Critical Control Points. HACCP is
an industry-wide effort approved by the scientific community as well as regulatory
and industry practitioners. This effort is designed to focus specifically on food safety,
including food safety in retail establishments. HACCP, or the Hazard Analysis Critical
Control Point system, is a process control system that identifies where hazards might
occur in the food production process and puts into place stringent actions to take to
prevent the hazards from occurring. By strictly monitoring and controlling each step
of the process, there is less chance for hazards to occur. HACCP is important because
it prioritizes and controls potential hazards in food production. By controlling major
food risks, such as microbiological, chemical and physical contaminants, the industry
can better assure consumers that its products are as safe as good science and
technology allows. By reducing food borne hazards, public health protection is
strengthened.

2) ISO: ISO is the International Standard Organization. It is essentially a federation of

national standards bodies from around 150 different countries. Within ISO there are
constantly new standards and upgrades being worked upon. Established in 1947, ISO
is a non-government organization, with a mission broadly to promote the development
of standardization with the objective of facilitating international trade. ISO standards
are prefixed with 'ISO'. ISO contribute to making life simpler, and to increase the
reliability and effectiveness of the goods and services we use.

3) PASTEURIZATION: Pasteurization is the process of heating liquids for the purpose

of destroying viruses and harmful organisms such as bacteria, protozoa, molds, and
yeasts. The process was named after its inventor, French scientist Louis Pasteur. The
first pasteurization test was completed by Pasteur and Claude Bernard on April 20,
1862. The food is heated enough to destroy the most heat-resistant pathogenic or
disease-causing microorganism known to be associated with that food. In this process
a large quantity of milk is held in a heated vat at 63 °C (145 °F) for 30 minutes,
followed by quick cooling to about 4 °C (39 °F).

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