SARASSIP

SUMMER INTERNSHIP REPORT
ON
MARKETING AND SALES OF PRODUCTS
(SARAS DAIRY BHILWARA)
Submitted in Partial Fulfilment

of the requirement for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION

(FINANCE&MARKETING)
By
ADIL FARIYAD KHAN
ENROLMENT NO. 21MBA00144
Under the Supervision Of
DR. SHWETA LALWANI
Submitted To
SCHOOL OF MANAGEMENT
SIR PADAMPAT SINGHANIA UNIVERSITY
UDAIPUR – 313601, RAJASTHAN INDIA
SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

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DECLARATION
I, the student of Sir Padampat Singhania University, Udaipur bearing enrolment no.
21MBA00161, state that I have completed the Summer Internship at SARAS DAIRY
BHILWARA from 16th JULY 2022 – 15rd AUGUST 2022 on “MARKETINGT INTERN”.
ADIL FARIYAD KHAN

(21MBA00144)
Date:

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CERTIFICATE
This is to certify that the Summer Imternship report at SARAS DAIRY BHILWARA on
‘MARKETING INTERN’ is being submitted by ADIL FARIYAD KHAN in fulfilment of
the requirement for the award of degree of Master of Business Administration in the
Discipline of Management and has been carried out under my supervision and guidance. The
matter embodied in this report has not been submitted, in part or in full, to any other
university or institute for the award of any degree, diploma or certificate.
PROF. SADANANDA PRUSTY DR.SHWETA LALWANI
DEAN, SCHOOL OF MANAGEMENT HEAD, DEPARTMENT OF

MANAGEMENT
SIR PADAMPAT SINGHANIA
UNIVERSIITY SIR PADAMPAT SINGHANIA
UNIVERSITY
UDAIPUR 313601
UDAIPUR 313601

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ACKNOWLEGEMENT
It gives me a great pleasure to express my heartily thanks and gratitude to all those who have been
associated at all stages with the Summer INTERNSHIP at SARAS DAIRY BHILWARA. Practical
training would not be completed without mention of those who made it possible under whose guidance and
encouragement helped me to achieve this success.
I would like to thank the following people for helping me in my training and making it possible. I
acknowledge special thanks to SARAS DAIRY BHILWARA for his/her guidance, ready to help attitude
and support extended during the summer internship programme.

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INDEX
S.NO. TITLE
1 CHAPTER 1 COMPANY INTRODUCTION
2 CHAPTER 2 LITRATURE REVIEW
3 CHAPTER 3 RESEARCH METHODOLOGY
4 CHAPTER 4 DATA ANALYSIS
5 CHAPTER 5 WORK EXPERIENCE
5 CHAPTER 5 FINDINGS AND SUGGESTIONS
6 BIBLIOLOGY
7 CERTIFICATE OF INTERNSHIP

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EXECUTIVE SUMMARY
l) TITLE:
To study of marketing mix with awareness anld analysis about the products and services Of SARAS
DAIRY among dealer/retailer and customer of Bhilwara city.
2) BACK GROUND OF THE STUDY:

This study is conducted for BHILWARA DAIRY (SARAS) at Bhilwara. II S' year of
Management of Business Administration (MBA) as requirement for partial fulfilment for MBA.
SARAS is largest milk Products Company in Rajasthan. It is a state level top body of milk
cooperative. which aims to provide remunerative returns to the farmers and also provide the interest
of the consumers by providing quality products, which are good value for healthy and money.
3) OBJECTIVES :
• To study the Organisation's history, structure. climate and present functioning.
• To study the present marketing mix (4 P's) of the co. under the brand image of SARAS.
• Study the awareness of SARAS product among dealer/ retailer and customer and analysing their
satisfaction level and their approaches.
• To suggest the necessary changes and improvement with use of data analysis.
4) RESEARCH METHODOLOGY :
The methodology includes collection of various data with the help of prepared questionnaire and
the data has been collected by interviewing retailers, distributors and customers.
5) DATA COLLECTION AND INTERPRETATION

It includes cross tabulation of questionnaire by classification of responses and frequency distribution
and appropriate graphical representation question with comments.

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6) OBSERVATIONS AND FINDINGS:
Observation is related those issues only. which are not included and explored through the
questionnaire, it may not require a data support.
Findings are strictly based on the collected data, attempting to answer the objective
7) LIMITATION OF THE STUDY:

The study can be biased to the extent of personal perception. historical nature of data collection and of
the time limit.
8) SUGGESTION:
Based on findings. suggestions were given in order to improve the marketing strategy and widen
company's market.

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COMPANY PROFILE
"SARAS DAIRY SANGH"
A BRIEF INTRODUCTION:
Towards fulfilment of the national objective of marketing India self-sufficient in milk production. a small
step was taken in March 1972 and Bhilwara — Chittorgarh Dugdh Utapadak Sahakari Sangh Ltd., Bhilwara
was registered under cooperative Act 1965. Initially this union did not have the processing facilities. It started
with a modest beginning Of procuring 100 lit of milk per day.
The initial handling capacity of the dairy plant was 1.5 lac lit per day with a powder plant Of 10 mt per day
capacity, which was commissioned in the year 1983. under operation flood program by NDDB for service of
thousands of rural farmer's families of Bhilwara Chittorgarh.
Over the years. there has not been looking back for Bhilwara — Chittorgarh dairy and significant growth has
been made in all fields i.e. procurement. processing and production of various milk and milk products and
marketing thereof under the brand name of SARAS. The plant is managed and operated by well qualified.
competent and experienced managerial cadre and highly motivated workforce to provide highest quality of
products and best of the services to our esteemed customers.
To future improvement of the efficiency and effectiveness of the plant performance. Bhilwara — Chittorgarh
had earlier obtained the quality management systems certification as per ISO 9001 : 2000 in combinations
IS : 15000 (HACCP).
Bhilwara dairy sangh was established on Anand pattern under operation floor and it was registered
under co-operative Act in the year 1972. DR. A. C. MATHUR was first M.D. On the first day of its opening
Bhilwara dairy sangh procured 100 lit Of milk and in the year 1997 the sangh started marketing of milk as
well as selling of loose milk. In the year 1984, with the expansion of sangh. the business of packed milk was
also started and 1200 lit of milk was sold in this year by the sangh. In present time 185000 lit milk per day is
being sold in Bhilwara, Chittorgarh, M.P. & adjoining district/areas.
It have feeder balancing dairy plant with I lac lit per day capacity which was commissioned in 1983 being
managed by Rajasthan Cooperative Dairy Federation Ltd. Jaipur, it was handed to Bhilwara Dugdh Sangh in
1990. Last couple of year has witnessed tremendous growth in milk procurement. processing. and marketing
and rural development.
Now. Bhilwara — Chittorgarh Dugdh Utapadak Sahakari Sangh Ltd„ is one of the forerunners among
cooperative dairy's not only in Rajasthan but also in north India.
O Sangh now has 1126 registered DCS with 74415 members and procuring average I .85 Iac lit pf milk per
day and out of which 107 thousand lit of milk are selling with the 2 districts along with some parts of M.P.
Bhilwara — Chittorgarh Dugdh Utapadak Sahakari Sangh has got ISP 15000 (HACCP) recently in Feb.
2001.
At the turn of millennium. the cooperative diaries are in a demanding situation as never before, a
liberalisation and open market policy poses stiff competition not only from local private diaries but also from

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international giant. Co-operative are saddled with the dual responsibilities of socio — economic uplifting of
milk producers on one hand and satisfying the requirements of fully aware and demanding consumers on the
other hand.
SARAS Dairy is HACCP organisation. Sangh had also received national productivity award for the year
1999-2000.
SARAS Dairy is HACCP organisation. Sangh had also received National Productivity award for the year
1999 - 2000.
SARAS have fourteen plants in different districts of Rajasthan:-
Bhilwara
Jaipur
Ajmer
Udaipur
Alwar
Sikar
Banswara
Jhunjhunu
Pali
Kota
Bikaner
USP OF SARAS
Bhilwara milk union was established in 1972 and registered under cooperative Act With the objective:-
To organize milk producers co-operative societies at village level.
To arrange to collect surplus milk generated in village.
To undertake milk production enhancement activities such as artificial insemination. distribution of balance
cattle feed, treatment of animals. distribution of fodder seed etc.
Marketing of good quality, processed milk and products to consumer at reasonable

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SPECIAL FEATURES
OUALITY:-
Bhilwara dairy has got a sophisticated quality control laboratory, which is equipped to carry out
of almost all the chemical and bacteriological tests related with milk and milk products. SARAS Dairy
possesses a specialised central quality control laboratory, which monitors adherence to quality standards
through random sampling of milk. milk products. cattle feed. packing material etc. Dairy plant has its own
laboratory the QC lab also carries quality tests for various packaging material. ingredients. and chemical used
in Bhilwara Dairy. The services of the QC lab are also used for carrying our consumer awareness programs
like "Dudh ka Dudh Pani Ka rani". Dairy also has facility for general public for getting their milk/ghee
sample tested in QC lab free of cost.
ENGINEERING:-
The lifeline of Bhilwara Dairy i.e. steam. water and refrigeration is provided and maintained by
the engineering section. Apart from this.
This section does regular maintenance both preventive and corrective. Only considering the perishable nature
of milk the engineering section has to be on its toes always. The section is managed by well-qualified and
experienced manpower. which is at par with any professional organization.
AWARDS:-
Dairy sangh has received recognition as an ISO — 9001: 2000 and IS 15000 (HACCP) organisation.
Sangh has also received the National Productivity Award for the year 1999 —2000

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FOR MAIN DEPARTMENT OF BHILWARA
DAIRY AND THEIR WORKING
I) Procurement And Input Department
This department deals mainly with procurement and collection of milk. The basic function of
department are formation of DCS in village, collection of milk, organising F.O.P programmes,
payments to DCS (T.K.P.D), technical input through training, institutional development activities.
2) Production Department
The procured milk is sent to the plant by the department. Main work of this department is processing
and packaging of milk and utilizing the rest of the milk either for making buy products like Fanner,
Ghee. Chaach, and Srikhand or for inter union sale (RMG/NMG).
3) Marketing Department:-
The main function of this department is to sell the packaged milk and milk byproducts in the market.
Other subsidiary ftmction of this department is to is to organise customer orientation programme, milk
testing camps, advertisement and sales promotional activities.
Marketing department also deals with appointment of booth agents and dealers for selling the
SARAS dairy products. The milk is distributed to them through insulted milk van. refrigerator van and
other cargo. Marketing department had captured Bhilwara, Chittorgarh. M.P. and adjoining areas as
their target market.
The booth agents of Bhilwara city arc called retailers while the booth sellers of up-country are
called dealers. Both are paid 65 paisa commissioned.
For selling the by-products distributed are appointed. 2 in Bhilwara City. On by-products
commissioned rates are fixed according to the type of products supplied. Every year many incentives
scheme are also launched for the retailers and dealers by the marketing department. Marketing
department also deals with sales promotional activities and customer complement handling.
4) Accounts And Finance Department

These two departments deal with financial matters of SARAS DAIRY SANGH. All the funds are made
available to different department through finance department. All the cash receipt. bill payments.
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voucher entries, are handled by accountants department. Thus their department heads under monitoring
of managing director controls these entire departments.
COMPETITORS OF SARAS DAIRY

BHILWARA
The main competitors of SARAS dairy (BHILWARA) in Rajasthan is GOKUL DAIRY and Loose
Milk.
With the coming year more brands will entre in the market. But still Bhilwara dairy is holding a strong
position among its competitors.

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Organisational Structure of The Dairy Sangh

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MARKETING STRATEGIES
SARAS Dairy's marketing dept. is putting its efforts towards achieving the target of sale of milk & by
products. To bring a remarkable rise in the sales following Marketing Strategies had been formulated.
INSTITUTIONAL MARKETING:-
Institutional customers ensure a large and regular take off of milk from the union. Apart from this being
associated with either famous hotels or hospitals Will boost the image of the union in the mind of the
customer. The milk sold by the union will automatically be associated with "freshness & pureness". The word
of mouth publicity that is generated by these institutional sales is very helpful in converting non-buyers.
Some Of the institutional customers that the union can focus on are as follows:-
Hostels
Hospitals
Hostels
Industrial. colleges & school canteens
Clubs
Defencc
Railway contractors
Many times it becomes imperative for organisations to appoint distributors for handling the institutional
customers that the union can focus on are as follows:
RURAL MARKETING:
"Packaged milk is not acceptable to a semi — urban consumer is a myth". Essentially what a semi-urban
consumer is look for is:-
Value for money.
Consistent and regular supply.
The semi-urban consumer is changing very evident from the fact that the rate of growth for washing
machines and TV sets is more in the rural markets than in class I cities. Rural marketing can give the unions
the following advantages:-
It gives the unions an opportunity to sell other dairy products along with the liquid milk.
If unions sell pack milk in rural markets the sale of loose milk is bound to go down, Hence. the unions
have more milk available for their procurement.
If the procurement of the unions increases it will automatically prevent the loose milk from entering into
the city market.

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RURAL MARKET DEVELOPMENT :-
All the unions must remember the fundamental rule that " it is costlier for unions to forego customer than to
reach them", To a consumer today convenience is everything. The same is with purchasing of milk. Here also
the consumer looks for convenience in terms of proximity to home, availability etc. Hence the best system for
distribution of milk today is door delivery. Some of the reasons why consumers still prefer loose milk over
packed milk are as follows:-
• Door delivery
• Personalized service
• Credit
• Flexibility in decision making.
If a union is able to establish a retail network that ensures that all the above benefits are made available to the
consumer. the union is bound to sell large quantities of milk.
1. HOME DELIVERY
To provide milk to doorstep Of customer dairy is planning to encourage home delivery system in
Bhilwara. For this incentive would be given to the quantity being home delivered.
2. MODIFICATION OF COM-MISSION/TRADE,MARGIN
Marketing dept. had proposed to revise the commission structure for to increase the profit margin of
dealers/retailers:-
• BOOTH AGENT: - In bhilwara booth agents, are appointed these are appointed these are either run in
dairy booth /shop agency or pacca booth. Dairy is passing I. 10 paisa/litre commission/margin to these
booth agents in bhilwara.
• DEALERS: — Dealers system in running up. in up-country market. In these system dealers are
appointed in villages/kasbahs and cities, Dealer's sells milk either to his on outlet or through sub
dealers appointed by him. In big cities where selling of milk is in town or three stages there are need
to revise the existing commission structure
i.e., l. 10 paisa/litre,

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3. EFFORTS TO INCREASE VOLUME (TLPD)
Simultaneous efforts are being made to increase milk sales TLPD (Thousand litres per day) by the dairy. A
figure below shows the current sales, proposed sales and rise in TLPD.
AREA PRESENT SALE PROPOSED RISE IN TLPD

SALE
Bhilwara 200.92 202.00 2.08
PRODUCT AND PACKAGING R&D:-

The second important area for which marketing strategies are formulated. Under this head new products
are introduced to increase the visibility of SARAS and viability of milk sellers. As well as consistent
measures are taken to increase the sales of existing by products for achieving the targeted growth.
MILK AND PRODUCTS:-
Dairy have started the sale of following EMP with milk sale: Namkeen Chaach 200 ml pack.
Plain Chaach in 500 ml pack.
Flavoured Milk in 250 ml pack/ Sterilised flavoured milk in 200 ml bottle pack.
Paneer in 200 gm and I kg pack.
Srikhand in 100 gm, 50 gm/ 500 gm/ 1 kg family pack.
Milk cake
Rasgulla
Thick milk shake, Saras ice cream.
Ghee in 15 kg/ I litre/ % litre pack.
Dahee.
Lassi.
Mawa
It is also planning to introduce the following:-
Panner in 100 gm vacuum pack and Lassi in 200 ml glass pack.
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RETAILERS/DEALERES/TRAPOTEWSTAFF TRAINING:
Quarterly training would be arranged by SANGH to educate about selling aptitude, detail about product
and their handling customer dealing through some outside agencies.

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Saras Future plan
Planning means looking ahead or deciding in advance what to be done. Planning include forecasting.
According to Henry Fayol "purveyance, which is essential element of planning covers not merely looking
into the future but making provision for it. A plan is then a project course of action". According to Theo
Haiman planning to deciding in advance what is to be done. When a manager plans. he projects a course of
action. for the future a. attempting to achieve a consistent , co-coordinated structure of operation aimed at
desired result".
In reference to this context Bhilwara SARAS dairy marketing plan is elaborative and comprehensive. This
marketing plan was generated on the basis of questionnaire. personal interviews and references available
regarding bhilwara dairy.
Marketing plan is designed. keeping in view the feature aspect, opportunities and threats to the organization
Saras marketing plan

The main objective of the sangh. behind adequate planning is to increase the sales graph and to earn
maximum profit with Dealers/ Customer's Retailer's satisfaction.

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MARKETING MIX
The marketing mix is the set of marketing tools the firm uses to pursue its marketing objective in the target
market McCarthy classified these tools into four broad groups that they called the four P's of marketing:
product. price, place, promotion.
PRODUCT;-
Product is the first and most important element Of the marketing mix. A product is anything that can be
offered to a market to satisfy a want or need. A product is anything that can be offered to a market to satisfy
a want or need. Products that are include physical goods. services, experience, events, person, places,
properties, organisation. information and ideas. Product strategy calls for making coordinated decision on
product mixes, product lines, brands, packaging and labelling.
PRODUCT MIX:-
_Morc companies sell more than one product. A product mix can be classified according to width. length,
depth and consistency. These four dimensions are the tools for developing the company's marketing
strategy and deciding which product line to grow, maintain, harvest and divest.
• The width of a product mix refers to how many different product lines the company carries.
• The length of a product mix refers to the total no. of item in the mix,
• The width of a product mix refers to how many variants are offered Of each product in the line.
MILK FLAVORD CHACH

Product width mix MILK
GOLD CHOCLATE NAMKEEN
SHAKTI ELAICHI PLAIN
Product line length TAZA ROSE
SMART MANGO
In order to capture market SARAS are to•ing to give maximum varieties of products to the consumer.
The minimum variants SARAS have are as follows:-
1. NON HOMOGENISED FULL CREAME MILK (GOLD):- The target segment for this type of milk is
the upper income families for whom the fat whom the fat of the milk is primary importance. It is made
to make sweets. dishes and for hard working person or pregnant women because they need extra
nourishment. It has FAT (6.0%) and SNF (9.0%) level. NON HOMOGENISED
STANDARDISED MILK (SHAKTI):- The target segment for this type of milk is the upper middle
class families and high income group of families. This type of milk is specially made for 13 to 25 year
old people. They can easily appetite it. It has FAT (4.5%) and SNF (8.5%) level,

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2. NON HOMOGENEOUS TONED MILK (TAZA):- This milk variant can be targeted to the mass
market. This type of milk is specially made to make dahi- chaach. tea and for 30 to 40 year old people
because it has FAT (3.00/0) and SNF (8.5%) level.
3. HOMOGENISED DOUBLE TONED MILK (SMART):- The target customer segment for this variant
of milk can be lower income families. tea vendors. restaurants. small child. heart patients and old age
person. because it has FAT (I .5%) and SNF (906) level.
FRESH MILK BY-PRODUCTS:-
Some of the fresh milk products that are beneficial for the SARAS are:-
Chhach.
Butter.
Paneer.
Flavoured milk. Shrikhand Rasgulla.

Milk Cake.
Mava.
Cheese.
Ghee.
MILK PACKAGING:-
The most popular and preferred size of milk pack is 500 ml pack because it is convenient size.
SARAS have the different size pack for their different milk variant. Those
Double Toned Milk (Smart):-

200 ml
500 ml
1000 ml
6 litre pack size
Tond Milk (Taza):
500 ml
1000 ml
6 litre pack size
Standard Milk (Shakti):

500 ml
1000 ml
6 litre pack

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Full Cream Milk (Gold):500 ml
1000 ml
6 litre pack
PRICE:-
Price is the one element of marketing mix that produces revenue: the other element produce costs. Prices
are the easiest marketing mix element to adjust product features; channels and even promotion take more
time. Price also communicate top the company's intend value positioning of its products or brand.
Today companies are wrestling with different many pricing task that is:-
How to respond aggressive price cutter.

How to price the same product when it goes through different channels.
How to price the same product in different companies.
How to price an improved product while still selling the previous version.

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PROMOTION:-
Promotion is the third P Of marketing mix plays very important role for any organisation, If quality
of product is good & it is not communicated properly to customer than quality has no meaning. Saras use
many promotional activities, that help it in building brand image & create brand awareness.
PROMOTIONAL ACTIVITIES:-
Star Booth: - Dairy is initiating STAR BOOTH concept. At present 192 STAR BOOTHS are in Bhilwara.
Why Star Booth:- It is because to have sale of SARAS BRAND MILK & MILK PRODUCTS round the
clock and easy approach to the consumers. Extra incentive & recognition would be given to these booths.
This will increase competition among the milk sellers & increase available of milk & milk products 24 hour
to the customers.
CONSUMER AWARENESS:-
MOBILE TESTING:
Saras organised their mobile testing camps every year to create awareness regarding Saras and its
products among customers.
C.O.P
It stands for consumer orientation program. SARAS Dairy provides opportunity to House Wife's and
School Children to visit dairy.
DEBATE/SLOGAN/QUIZ COMPETITION:-
Dairy is also planning to organise debate/slogan/quiz competition in school so that awareness about
milk & milk products among school children can be increased.
CABLE & T.v.

SARAS Dairy has planned to advertise about milk & milk products through local cable in all the major
area of city.

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RETAILERS/DEALERSNRANSPORTER STAFF TRAINING
Quarterly training would be arranged by the sangh to educate about selling aptitude, detail about products
& their handling and customer dealing through some outside agencies.
• MOBILE VAN:-
The organisation had also planned to introduce mobile van having T.V, V.C.R and public address system
to educate customer of upcountry.
TRAINING AND PROJECTS FOR STUDENTS

SARAS Dairy has started training and projects for higher level professional students like MBA. PGDBM,
BBA, BBM. MSC. IT.. etc. By this SARAS dairy get many new ideas for increasing sale & give training
for awareness about milk & milk products.
SALES PROMOTION TO RETAILERS/ DEALERS This year dairy has planned to start
following schemes under sales promotion:-
INCENTIVES SCHEME TO RETAILEWDEALER:-

This year incentives schemes for milk sellers. The incentive would be linked with target given to Retailer/
Dealer.
HOARDINGS:
Plan to put hoardings in Bhilwara for visualising the presence Of Saras products.
GLOW SIGN BOARDS:-

Small glow sign board will be provided to every retail outlets. This Will increase visibility of Saras in the
market.
T-SHIRTS/CAPS/CARRY BAGS:-
Organisation has planned to provide T-shirts/caps having Saras logo & milk drop to its entire distributor.
transport staff as well as to dealer/ retailer. It had also plan to provide carry bag having capacity of 2 litre
milk to our potential customer through dealer/retailer network. This will increase brand image & visibility
of Saras.

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BANNERS/CALENDERS:-
To increase visibility of Saras milk & milk products, the organisation had planned to invest about 2 lakh
rupees in banners & calendars.
ADVERTISMENTS THROUGH LOCAL CABLE/NEWSPAPER IPAMPHLETS:-

To advertise milk rates/ quality' availability etc. sangh is using local cable network/ local newspaper/
pamphlets in different cities.
BOOTH CABIN FABRICATION:-

At present organisation are having 270 booth cabins in milk marketing area. Many milk parlours have
been constructed. Dairy is also planning to include some more milk parlours in Bhilwara through
outsourcing. A booth cabin does not require any advertisement.
TRI CYCLE:-
Dairy want to introduce selling of milk and milk products through tri cycles in different colonies of
Bhilwara. This will facilities customer's to get Saras milk & milk product at their door steps. Total rs I .5
lakh would be utilized for this from the sangh budget. The amount of tricycle can be recovered from milk
sellers in interest free instalments.
VISI COOLER:-
Dairy is selling different type of milk products like Chaach, Paneer. Shrikhand. Butter etc. for better
visibility of these products at outlets 15 nos. of VISI COOLER are introduced in market.
CONSUMER GRIVEANCE:-
In all the advertisement of Dairy the customer complaint telephone no. 01482-264341 are being
advertised. so that the complaints can be handled timely (within 24 hrs).
PLACE:-
This is the fourth P of marketing mix, which plays intermediary role between Saras &
PISRIBUTION CHANNEL:-
Distribution channel is important part of any industry or any organization, A good distribution
channel helps the organisation to increase its sale and enlarge its market. In order to give best quality to

Page 24
customers at their convenience it is essential to establish a efficient distribution system. A system which
will ensure that the customer get best quality at right price, time & quantity with satisfaction

Page 25
DAIRY develops an emcient distribution system to give best quality products to the customer at their
convenience.
Distribution of SARAS
SARAS:-
RETAILERS DEALERS/SUPER
(For Bhilwara city) DISTRIBUTORS
(For place within
district but out of
city)
SHOP/HALWAIS/HOTELS RETAILERS
(Appointed by
(Appointed by Saras) dealers)
VEHICLE TYPE:-
Insulated LCV'S are used for the milk routes in the cities to make available best quality milk. Three wheelers
are used for congested routes.
The use of Insulated vehicle will serve the following other purposes:-
Minimum temperature losses.

The insulated vehicles will give more the union more time between loading & dispatch as the
insulated vehicles can be kept waiting.
The vehicles will serve as mobile advertisements for the union milk and milk
It creates a positive image of the union and its operations in the mind of the

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RESEARCH METHODOLOGY
The researcher can gather secondary data. primary data or both. Secondary data arc data that were
collected for another purpose & already exist somewhere. Primary data are data freshly gathered for
specific purpose or for a specific research project.
Researchers usually start their investigation by examining secondary data to see whether the problem can
be partly or wholly solved without collecting costly primary data.
When needed data do not exist or are dated, inaccurate, incomplete or unreliable, the will have to collect
primary data most marketing research projects involve some primary data collection. The normal
procedure to interview some people individually or in groups. to get sense of how people feel about the
topic in question and then develop a formal research instrument, debug it and carry it into the field.
RESEARCH APPROACH:-
For collecting primary data the approach I used was •survey research' survey are best suited for
descriptive research. Companies undertake surveys to learn about people's knowledge, beliefs,
preference and satisfaction and to measure these magnitudes in the general population.
RESEARCH INSTRUMENT:-
The research instrument I used was 'Questionnaire'. A questionnaire consists ofset of question
presented to respondents. Because of flexibility, the questionnaire is by far the most common instrument
used to collect the primary data. Questionnaire need to be careful developed. tested and debugged before
they are administered on a large scale.
Marketing research distinguishes between closed end and open end questions specify all the
possible answers and provide answers that are easier to interpret and tabulate. Openend questions allow
respondents to answer to their own words and often reveal more about how people think.

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"CONSUMER SURVEY"
TABLE NO.1
OCCUPATION IN WHICH CONSUMER ENGAGED
OCCUPATION RESPONSE IN %
SERVICE 55
BUSINESS 45
TOTAL 100
INTERPRETATION:
THE ABOVE TABLE REVEALS THAT MOST OF THE CUSTOMER
WERE ENGAGED OR THE SOURCE OF INCOME OF THE
QUESTIONED CUSTOMER IS SERVICE. i.e. 55% ARE ENGAGED IN SERVICE WHETHER
45% WERE ENGAGED IN BUSINESS.

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СНАНТ NО.1
OCCUPATION WHICH CONSUMER ENGAGED
SERVICE=45%
BUSlNESS=55%

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TABLE NO.2
MOST PREFERRED MILK PACK
TYPES OF SARAS COLOR OF THE RESPONSE IN %

BRAND PACK
SARAS GOLD(SOO ORANGE 24
ML)
SARAS GOLD(I LIT) ORANGE 8
SARAS GOLD(6 LIT) ORANGE
SARAS GREEN 36
SHAKTl(500ML)
SARAS SHAKTI (l LIT) GREEN 24
SARAS SHAKTI (6 LIT) GREEN
SARAS TAZA(500 ML) SKY BLUE 8
SARAS TAZA(2SO ML) SKY BLUE
SARAS TAZA(6 LIT) SKY BLUE
SARAS TAZA(I LIT) SKY BLUE
SARAS SMART (l LIT) YELLOW
SARAS SMART(SOO YELLOW
ML)
TOTAL 100
INTERPRETATION•
ABOVE TABLE SHOWS THAT; MOST OF THE CUSTOMER
PREFERRED SARAS GOLD (500 ML), SARAS SHAKTI (500 ML) AND
SARAS SHAKTI (l LITRE). BECAUSE MOST HOUSEHOLD CUSTOMER PREFFERED GREEN PACK
THAT'S WHY IT'S DEMAND IS HIGH IN MARKET.

Page 30
CHART NO.2
MOST PREFERRED MILK PACK

Page 31
CHART NO.3
MOST PREFFERED SOURCE FOR MILK

Page 32
TABLE NO.4
REASON BEH!ND SARAS MILK
REASON RESPOSE IN %
QUALITY 32
EASY AVAILABILE 29
RATE 12
TASTE 3
PASTEURIZED 24
TOTAL 100
INTERPRETATION•-
ABOVE TABLE REVEALS THAT; THE MAIN REASON BEHIND WHY
MOST PEOPLE PURCHASE SARAS MILK IS ITS QUAALITY AND DUE TO ITS EASY
AVAILABILITY AND PASTEURIZATION IS ANOTHER FACTOR.

Page 33
CHART NO.4
REASON ΒΕΗΙΝΙD SARAS ΜΙΙ.Κ

Page 34
TABLE NO.5
WILL YOU PURCHASE SARAS MILK AGAIN
REASON RESPONSE IN %
94
NO 06
TOTAL 100
INTERPRETATION•
ABOVE TABLE REVEALS THAT; 94% CUSTOMER ARE SATISFIED WITH SARAS MILK AND WILL
AGAIN PURCHASE IT.

Page 35
CHART NO.5
YOU PURCHASE SARAS MILK AGAIN

Page 36
TABLE NO.6
AWARENESS REGARDING DAIRY'S ACTIVITIES AMONG CONSUMER
SOURCES RESPONSES IN %
FREE MILK TESTING CAMP 26
DAIRY BRHAMAN 13
HOME DELIVERY 16
SANGH'S PARLOUR 45
TOTAL 100
INTERPRETATION.
ABOVE TABLE REVEALS THAT; THE CUSTOMER IS MORE AWARE

ABOUT THE PARLOURS RUN AND MANAGED BY THE SANGH AND
ALSO THEY ALSO AWARE ABOUT FREE MILK TESTING CAMP (26%), HOME DELIVERY(16%)
AND DAIRY BRHAMAN (13%).

Page 37
CHART NO.6
AWARENESS REGARDING DAIRY'S ACTIVITIES AMONG

CONSUMER
16
14
12
10

Page 38
TABLE NO.7
AWARENESS AMONG CUSTOMERS ABOUT ADULTERATION OF UNBRANDED/LOOSE MILK

ITS SIDE EFFECT
RESPONSE RESPONSE IN %
YES 70
NO 30
TOTAL 100
INTERPRETATION:-
ABOVE TABLE SHOWS THAT; 70% CUSTOMERS ARE AWARE ABOUT THE ADULTERATION OF
LOOSE MILK/ UNBRANDED AND ITS SIDE EFFECT

Page 39
CHART NO.7
AWARENESS AMONG CUSTOMERS ABOUT ADULTERATION OF UNBRANDED/LOOSE

MILK & ITS SIDE EFFECT
.
YES=70
%
NO=30
%

Page 40
TABLE NO.8
MOST FAMOUS BY-PRODUCTS OF SARAS IN MARKET
BY-PRODUCTS RESPONSE IN %
SARAS GHEE/ COW GHEE 15
SARAS BUTTER 12
SARAS FLAVOURED MILK 8
SARAS PANEER 11
SARAS CHEESE
SARAS PLAIN CHAACH 13
SARAS NAMKEEN CHAACH 10
SARAS GUI-ABJAMUN 4
SARAS ICE CREAM 4
SARAS SHRIKHAND 16
SARAS RASC,ULLA 2
SARAS MILK CAKE
TOTAL 100
INTERPRETATION:-
ABOVE TABLE SHOWS THAT; OTHER SARAS MILK; SARA'S BYPRODUCT LIKE
SHRIKHAND (16%), GHEE (15%), PLAIN & NAMKEEN CHAACH (13% & 10%) AND BUTTER
(12%) IS ALSO VERY FAMOUS IN MARKET.

Page 41
CHART NO.8
MOST FAMOUS BY-PRODUCTS OF SARAS IN MARKET

Page 42
"BOOTH SURVEY"
TABLE NO.9
TYPE OF MILK MOSTLY PURCHASED BY THE BOOTH AGENTS
TYPES OF SARAS COLOR OF THE RESPONSE IN %

BRAND PACK
SARAS GOLD (500 ORANGE 19
ML)
SARAS GOLD(6 ORANGE 9
LIT)
SARAS GREEN 19
SHAKTl(500ML)
SARAS SHAKT1(6 GREEN 2
LIT)
SARAS TAZA(500 SKY BLUE 18
ML)
ML)
LIT)
SARAS TAZA(I SKY BLUE 15
LIT)
SARAS SMART (l YELLOW 2
LIT)
SARAS YELLOW 3
SMART(500 Mt.)
TOTAL 100
INTERPRETATION:
ABOVE TABLE SHOWS THAT; SARAS GOLD (500 ML), SARAS SHAKTI
(500 ML) IS MOST FREQUENTLY PURCHASED BY AGENTS BECAUSE
IT'S DEMAND IN MARKET IS HIGH. WHEREAS ALL OTHER PACK LIKE SARAS TAZA (500 ML
& 1 LITRE) ETC., ARE ALSO DEMANDED BY THE CUSTOMERS.

Page 43
TABLE NO.10
NO. OF DEALERS HAVING DE-FREEZE
RESPONSE RESPONSE IN %
YES 84
NO 16
TOTAL 100
INTERPRETATION:
THE ABOVE TABLE REVEALS THAT; 84% OF DEALERS HAVING DEFREEZE IN THEIR BOOTH AND 16% DON'T
HAVE DE-FREEZE IN THEIR DAIRY BOOTH.

Page 44
CHART NO. 10
NO. OF DEALERS HAVING DE-FREEZE

Page 45
TABLE NO.11
SATISFACTION LEVEL OF DEALERS REGARDING SERVICES PROVIDE BY SARAS DAIRY
SATISFACTION RESPONSE IN %
YES 50
NO 50
TOTAL 100
INTERPRETATION:
ABOVE TABLE STATES THAT; 50% OF DEALERS ARE SATISFIED ON THE OTHER HAND, REST 50%
DEALERS ARE NOT SATISFIED WITH SERVICES.
[NOTE: MINOR DISSATISFACTION AMONG DEALERS ALSO

CONSIDERED IN THIS STUDY, THAT'S WHY THE DISSATISFACTION
PERCENTAGE IS HIGH HERE

Page 46
CHART NO.11
SATISFACTION LEVEL OF DEALERS REGARDING SERVICES
YES
• NO

Page 47
S.W.O.T ANALYSIS
The overall estimation of a company's strength. weakness. opportunities and threat is called SWOT
ANALYSIS. To identified the company's peripheral opportunities and threat as well as its in- house strength
and weaknesses. The company need to equilibrium strength and weakness against opportunities and threats.
Is the company an overall strong competitive position? If any company analyses his SWOT that it can
continue to pursue its current business or corporate level strategy profitable. and company also can turn
weakness into strength & threat into the opportunity. A SWOT analyse is the key to a successful industry.
STRENGTH:-
Saras Dairy enjoys No. I position in Rajasthan.
b. About 45000 people have got employment through dairy.
Organisation sale's graph is showing ascending growth rate every year.
a. Good quality products.
b. Good supply chain management.
c. Very efficient marketing managers,
d. W ide range of marketing managers.
e. Good brand image.
f. Efficient human resource department and educated good quality control system.
g. Good quality control system.
h. New technology equipped laboratory and automating testing.
Dairy sangh is upgraded with the latest technology for processing and packing of
a. Distribution network is very strong.

b. Incentive schemes are flexible enough to take care of dealer/retailer.
c. Customer satisfaction is on Top.
WEAKNESS:-
Internal limitation that creates strategic disadvantages. It is an internal factor. The weakness of Saras dairy is
following:-
a. Limited budget for advertising.

b. Customer is not much aware for Saras by product and Saras website.

Page 48
c. Irregular supply of desired milk and by-products.
Leakage of milk indirectly affecting the profit margin Of seller. Dealers/Retailers problems are
not sorted out completely.
f. Communication system is not so good.
OPPORTUNITIES:-
1.TO entre in Other milk products like milk powder, chocolate.. Etc., and confectionary field.
1. Many areas are yet to explore,
2. Introduce new product quickly and timely.
3. Exploit new market segment in Rajasthan.
4. Very few dairy competitors in dairy industry.
5. Apply R&D is new area.
6. Has a good brand image among customer.
7. People are becoming more conscious about their health and aware about benefits of dairy
milk.
THREATS:-
Unfavourable condition in the organisation. which creates risk and cause, damage to the organisation. It is
an external factor:-
The threats for Saras dairy are following:-
New competitors are entering in the dairy industry, it will be hard to maintain the existing growth rate.
1. High expenditures by competitors on advertisements.
2. Dissatisfaction in workforce because of salary structure.
3. Commission given by the competitors is quite high is compared to Saras dairy.
4. In future organisation will find difficulty to fulfil the demand of milk with limited

Page 49
FINDINGS:-
FROM BOOTH SURVEY:-

I. Dealers/retailers have confidence in Saras products although they have some quarries.
1. The common problem faced by all retailer/dealer is leakage of milk.
2. Crates are not clean.
3. Dealer/retailer's commission is lower than that of other dairies.
4. Many booth agents' complaint about irregular supply of desired milk and byproducts.
5. They also complaint about the dis.satisfactory services provided by the dairy'S distributors.
6. Because of weather flavoured milk, Chaach and Srikhand is in demand, which is more than supply.
7. Home delivery of loose milk gives good competition to dairy.
8. Saras Shakti and Saras Taza are more in Demand; demand for Saras Gold is increasing now a
days.
9. Maximum no. of dealers have their own de-freeze facility to store the milk and by products to keep
products temperature.
FROM CUSTOMER SURVEY:

1. People are aware of Saras products.
1. People have confidence in quality.
2. Now a day people are more prefer quality of product than price.
3. Marketing tactics and advertising plays an important role. It influence & give information to
viewer about Saras Products.
4. Consumers are not aware about the features of different type of milk. They discriminate milk only
on the basis of its price.
5. Customer prefers more Saras Shakti (500 ml) green pack milk for their daily routine.
6. Consumers are not aware about the Dairy Brhaman and home delivery.
7. Customer has blind belief on loose milk even educated persons.
8. Majority of customer prefer to purchase milk from dairies.
9. About 70% from the studied population is aware about adulteration of unbranded/loose milk and
its side effects.
Saras ghee. butter, chaach, paneer & shrikhand these are some famous by-product in the market.

Page 50
RECOMMENDATION
Management must give attention to home delivery system by this they can get a lifetime customer.
Management should also focus on maintaining customer relationship strategies.
Dairy representative must meet dealerJretaiIer frequently to listen & solve their query.
Dealers/rctailer problem should be sorted out completely.
Leakage should be controlled because it is indirectly affecting the profit margin Of booth sellers.
Unions can also launch Slits packs for institutional customers. marriage. functions etc. as done by
Mother dairy. Gandhi Nagar. Valsad milk union, etc.
Saras should also focus on effective means of Advertisement campaign to provide the information
about various products Of Saras to customers.
Survey should be conducted frequently to know the choice & taste of the customers. More Saras
Parlours should bc opened to make the Saras product visible and approachable to the people.

Page 51
CONCLUSION
The project report is based on a study on dealers and customers prospective regarding Saras products: the
data was collected with the help of interview & personal visit.
From this study it is clear the prospective and a response towards Saras product is positive, due to
its quality and standard products and due to its effective functioning in the
The data collected were analysed based on the pre-determined objectives. The analysing using
statistical tools like simple percentage analysis helped the researcher to come out with suggestions and
findings. If implemented in future will result in boosting a positive attitude in the mind of consumer and
public.

Page 52
REFERENCES:-
• MARKETING MANAGEMENT: PHILIP KOTLER
• MARKETING МАNAGEМENТ:
B.S. RAMAN
• C.R. КОТНАШ
RESEARCH METHODOLOGY: METHODS AND TECHNIQUES:
-
• HTT.•//WWW.SARASBHILWARA.COM
• ANNUAL REPORT OF SALES

Page 53
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SUMMER INTERNSHIP REPORT

Submitted in Partial Fulfilment

MASTER OF BUSINESS ADMINISTRATION

DR. SHWETA LALWANI

SIR PADAMPAT SINGHANIA UNIVERSITY

UDAIPUR – 313601, RAJASTHAN INDIA

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

ADIL FARIYAD KHAN

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

PROF. SADANANDA PRUSTY DR.SHWETA LALWANI

DEAN, SCHOOL OF MANAGEMENT HEAD, DEPARTMENT OF

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

2 CHAPTER 2 LITRATURE REVIEW

3 CHAPTER 3 RESEARCH METHODOLOGY

4 CHAPTER 4 DATA ANALYSIS

5 CHAPTER 5 WORK EXPERIENCE

5 CHAPTER 5 FINDINGS AND SUGGESTIONS

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

2) BACK GROUND OF THE STUDY:

5) DATA COLLECTION AND INTERPRETATION

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

7) LIMITATION OF THE STUDY:

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

To organize milk producers co-operative societies at village level.

To arrange to collect surplus milk generated in village.

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

4) Accounts And Finance Department

COMPETITORS OF SARAS DAIRY

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

• Flexibility in decision making.

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

AREA PRESENT SALE PROPOSED RISE IN TLPD

PRODUCT AND PACKAGING R&D:-

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

Saras marketing plan

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

MILK FLAVORD CHACH

The minimum variants SARAS have are as follows:-

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

FRESH MILK BY-PRODUCTS:-

Flavoured milk. Shrikhand Rasgulla.

Double Toned Milk (Smart):-

Standard Milk (Shakti):

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

How to respond aggressive price cutter.

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

CABLE & T.v.

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

TRAINING AND PROJECTS FOR STUDENTS

INCENTIVES SCHEME TO RETAILEWDEALER:-

GLOW SIGN BOARDS:-

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

ADVERTISMENTS THROUGH LOCAL CABLE/NEWSPAPER IPAMPHLETS:-

BOOTH CABIN FABRICATION:-

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

SPSU/ SARAS DAIRY BHILWARA/ SUMMER INTERNSHIP/MAY-JULY 2022

Minimum temperature losses.