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 Directors Desk.........................10 Whos 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 22nd August 1973. The main objective of the organization is to eliminate the role of intermediaries and give cattle rearers good value for the milk and prevent them from exploitation. The other objectives of the organization are: 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 and 1 litre packs) a. b. Full cream Milk Toned Milk 9% d. Skim Milk (Purple) Lite It contains FAT-0.5% and SNF-8.5% (Blue) (Red) Gold It contains FAT- 6% and SNF- 9% Smart It contains FAT-1.5% and SNFTaaza It contains FAT-3% and SNF- 8.5%

c. Double toned Milk (Yellow)

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Management Thesis - I

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

8) Butter (Purchased from Jaipur Dairy, marketed in Alwar)

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Management Thesis - I

From the Managing Directors 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

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Whos who of Marketing Department

Hierarchy of Marketing Department
Mr. J.R. Dhaka, M.D.

Management Thesis - I

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 19 th 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 customers 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 companys 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)

2)

3)

4)

5)

6)

7)

8)

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

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Management Thesis - I 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
9)

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...................................Peoples opinion about dahi Figure2...................................Peoples opinion about paneer Figure3...................................Peoples opinion about ghee Figure4...................................Peoples 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. 2. 3. 4. 5. 6. 7. 8. 9. 10. AZDUSS.......................Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar DCS...............................District Cooperative Societies FGS...............................Finished Goods Supply FMP...............................Fresh Milk Products HACCP.........................Hazard Analysis Critical Control Points ISO................................International Standard Organization OJT................................On Job Training SIPSummer Internship Program SKM..............................Skimmed Milk Powder 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 1. 2. To conduct Survey of 500 people To organize plant visit for 250 people To survey 9 parlours and 210 booths To interview people of the marketing department

Purpose To know their opinion about Saras products To make them aware of Saras products and quality To know their problems and solve them To know their satisfaction level.

Achievements Interviewed 500 people Organized plant visit for 250 people Surveyed 9 parlours and 205 booths Interviewed every person of the marketing department. Took demand from 100 stations My Initial Report was declared the best in my batch

Date 19th March 2007 to 04th July 2007 19th March 2007 to 30th June 2007 08th April 2007 to 18th June 2007 23rd April 2007 to 27th April 2007 13th May 2007 to 04th July 2007 Initial Report 31st March 2007 Synopsis 07th April 2007 Interim Report 12th May 2007 Management Thesis 05th July 2007 Final report 06th July 2007 Got information about milk procurement Liquid milk sale, turn over 22/04/2007

3. 4.

5.

6.

To take demand from To give the various stations demand sheet to the FGS department Completed initial As part of the report, synopsis ICFAI interim report, curriculum. management thesis and final report.

7.

Collected secondary data from various departments Interviewed the Managing Director of the organization

To get complete knowledge about Saras To gain an insight on the future plans and

8.

Collected very significant data from the MIS and accounts department Understood the organizations future plans and

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Management Thesis - I strategies 9. Participated in milk testing camp organized monthly I was given the responsibility to guide 36 MBA Students. To inform people about the quality of milk used by them To reduce their work-load. strategies Learnt how to test the milk sample for purity and to know its nutritional value It improved my communication skills and enhanced my knowledge. 20/03/07 to 25/03/07

10.

15/05/07 to 04/07/07

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 costeffective 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: Interview)

Personal Interview (Door to Door

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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
P e o p l e 's o p i n i o n a b o u t D a h i

Figure 2
P e o p le 's o p in io n a b o u t P a n e e r

13% 10 % 15% 36% L ike v e r y m u c h lik e s o m e w h a t n e u tr a l d is lik e s o m e w h a t d is lik e v e r y m u c h 18% 18% 2 9%

5%

5%

Like v ery mu c h like s omew hat 5 1% ne utral dis like s ome w h at dis like v er y mu c h

Figure 3
P e o p l e 's o p i n i o n a b o u t G h e e

Figure 4
P e o p le 's o p in io n a b o u t L a ssi

10%

3%

10 %

12%

L ik e v e r y m u c h lik e s o m e w h a t n e u tr a l d is lik e s o m e w h a t

1 4% 4 4% 8%

L ike v e ry mu c h like s o me w h at n e u tra l d is like s o me w h at d is like v e r y mu c h

13%

62%

d is lik e v e r y m u c h

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 2 12 1% 6% 35 16%
Highly satisfied Very much satisfied Fairly satisfied Unsatisfied Highly unsatisfied

102 48%

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 23 9% 7 11 4% 3%

Highly convinced

29 12%

119 48%

Very much convinced

Fairly convinced
Unconvinced Highly unconvinced Cant 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

98 20%

289 58%

Very poor Cant say

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.

S.No. 1 2 3 4 5 6 7 8 9 10 11

Factor Absence of home delivery Unknown about Saras products Products are expensive Priority to buffalos milk Possess bad smell Non availability of booth in the vicinity Use Saras milk in case of emergency only Faith in long association with the milkman Not able to pay in cash Consumers own cows and buffalos No price consistency TOTAL
Table 2

% of the people surveyed

23.6 10.2 8.4 10.8 5.8 6.6 5.8 9.2 8.2 4.8 6.6

100

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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 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07

No. of registered cooperative societies 497 532 609 681 742 795

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR MILK PROCUREMENT
Table 4

Year 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07

Milk procurement 000 kg 59.59 62.97 66.22 70.28 76.93 82.66

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR

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Management Thesis - I LIQUID MILK SALE

Table 5

Year 2002-03 2003-04 2004-05 2005-06 2006-07

Liquid milk sale 000 lit per day 18.6 29.56 35.81 67.03 132.69

ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR TURN OVER
Table 6

Year 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07

Turn over (Crore) 53.6 59.57 93.77 96.33 95.8 99.15

My observation about various Saras products with respect to peoples liking Page 34 of 50

Management Thesis - I Product Product 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

Excellent

Very Good

Good

Poor

Very Poor

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. 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Characteristic of Saras Dairy Variety of milk provided by Saras Dairy Prices are affordable Round the clock availability Quality and hygiene Enough range of FMP Staff is cooperative Follow the ISO 9001-2000 norms Give weightage to suggestions (Suggestions are always welcome) Customer awareness camps and plant visits Employee satisfaction Market reputation Advertisement and publicity New product development Channels of marketing Total 9 6 0

Number of Points

10 8 9 10 8 7 8 9 4 5 7 100

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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) facility should be provided. 2) advertisement and publicity. 3) program for booth and parlour owners. 4) All Motivation Increase in Home delivery

information regarding Saras dairy and its products should be available on internet. 5) that an organization must follow in order to run successfully is.. The policy

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Management Thesis - I

Golden Advice for Saras

Rule #1

The customer is always right!

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

Figure 8

6) department should be well furnished and attractive. 7) be consistency in price. 8) should give milk producers competitive prices and facilities. 9) boards should be provided to booth and parlour owners.

Marketing

There

should

Alwar

dairy

Glow

sign

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10) should be launched like ice-cream. 11)

Management Thesis - I New products

An

organization like Saras should have a reception and a receptionist. 12) Shrikhand free samples may be distributed at some public places. 13) frequent check of booths and parlours. 14) Good Inspection and To popularize

coordination between marketing department and booths & parlour owners. 15) should be interconnected through computer network. 16) identification card should be provided to employees of Saras. 17) New Employee Departments

technology should be adopted from national and international companys 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) Husbands 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 : 9) If yes which products do you use? Milk : Full Cream Butter Chhach : Plain Dahi Namkeen Toned Ghee Lassi : Yes No Double Toned Paneer Sweet s Skimmed Shrikhand

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 Chhach : Lassi : Plain Sweet Dahi Namkeen Ghee Paneer Milk Cake Shrikhand

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 9) Facilities Provided: Medical Very Satisfied L.T.A. Extremely Satisfied Loan Facility Traveling Allowance Welfare Schemes

Conveyance Allowance House Rent Allowance

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 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? ________________________________________________________________________ Print media Banners Hoardings Door to door

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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 Unsatisfied 8) Number of staff members Permanent Yes No Contract 9) Do you inspect the plant regularly? 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? _____________________________________________________________________ Considerably Satisfied Highly Unsatisfied Reasonably Satisfied

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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 Yes Yes Electronically No No No Manually Both 20) Do you provide training to your staff? 21) Do you take feedback from employees? 22) How do you keep record of your data? 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 Yes No No 28) Have you planned any strategy to counter competition from Reliance?

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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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