INDUSTRIAL VISIT REPORT

Vidyasagar University

REPORT SUBMITTED BY

Koushik pal

ROLL:VU/PG/503/23/09/04-1S NO:0566

BANGLAR INSTITUTE OF BUSINESS STUDIES

COMPANY VISITED: BANGLAR DAIRY

THIS REPORT IS SUBMITTED FOR THE PARTIAL FULFILLMENT
OF MASTERS OF BUSINESS ADMINISTRATION FROM
VIDYASAGAR UNIVERSITY
Table of contents:
 Subject page

Objectives of the visit 1

Introduction 2

Company Profile 3

Key products offered by the Company 3-7

Main competitors of the company 7-9

Activities in the company on the day 9-11

of the visit

Describe the sessions that the 12

company organized for your visit

Analysis of the Marketing functions of 12-13

the company

Overall learning from the visit 14-15

 Objectives of the visit

The visit aimed to help us understand how Banglar Dairy works and what it's like to work there. We
wanted to learn about their products and services firsthand. Overall, we had specific goals to better
understand Banglar Dairy's operations and the dairy industry as a whole.

1. Understanding Processes: Learn about each step involved in dairy production, from
collecting milk to packaging the final products.

2. Quality Assurance: Understand how Banglar Dairy ensures the safety and high quality of its
products through rigorous quality control measures.

3. Technology Exploration: Explore the use of modern technology and machinery in dairy
production, including automation methods.

4. Supply Chain Efficiency: See how Banglar Dairy manages the flow of materials and
products efficiently, from milk procurement to distribution.

5. Market Insights: Gain knowledge about market trends, consumer preferences, and
competition in the dairy industry.

6. Employee Roles and Engagement: Learn about the roles of employees and strategies for
keeping them engaged and motivated in their work.

7. Networking Opportunity: Connect with industry experts and professionals during the visit.

8. Customer Satisfaction: Understand how Banglar Dairy ensures customer satisfaction

through product quality, packaging, and service.
 Introduction

Banglar Dairy Limited, wholly owned by the Government of West Banglar and operating under the
ARD Department, was established on November 6, 2015, by the Companies Act, 2013, with the
following objectives:

 To enhance the dairy sector in West Banglar by supporting rural farmers engaged in dairy

farming.

 To ensure the fair procurement of surplus raw milk, considering its quality.

 To produce high-quality milk and milk products at affordable prices.

 To implement a hygienic cold chain for the transportation of milk from rural areas to urban

consumers.

Banglar Dairy has received important certifications from the Food Safety and Standards Authority of
India (FSSAI). It has four milk storage tanks with a total capacity of 500,000 liters. The dairy sells a
variety of products across India, such as Liquid Milk, Ice cream, Flavored Milk, Dahi (yogurt), Mishti
Doi (sweetened yogurt), Ghee (clarified butter), and Butter. Through its wide sales and distribution
channels, Banglar Dairy aims to become a major player in the Indian food industry in the future.
 COMPANY PROFILE

Banglar Dairy Milk Products Private Limited is an unlisted private company incorporated on 08 July,
2016. It is classified as a private limited company and is located in Hooghly, West Banglar. Its
authorized share capital is INR 1.00 cr and the total paid-up capital is INR 1.00 cr. t was incorporated
on the Sixth day of November Two Thousand Fifteen under the Companies Act, 2013, with the
following purposes: (a). Develop the overall dairy sector of West Banglar by incentivising the Dairy
farming of rural farmers. (b). Ensuring procurement of surplus raw milk at a fair rate based on the
quality of milk. (c). Producing quality ensured Milk and Milk products at the cheapest rate. (d).
Implementation of a hygienic supply (cold) chain of the milk from rural Banglar to the urban
consumer.

Banglar Dairy Ltd. was formerly known as Mother Dairy Calcutta. It was formed to serve the people
of the state of West Banglar with quality milk and milk products and in the process, help the farmers
of rural Banglar to produce milk and find the market for their produce for better returns.

Banglar Dairy Milk Products Private Limited has two directors - Anirban Saha and Santanu Saha.

Banglar Dairy Milk Products Pvt Limited is committed to sustainability and strives to minimize its
impact on the environment through its production processes and packaging materials. More than 850
people are employed by Banglar Dairy, both permanently and temporarily. Banglar Dairy takes pride
in having a fully engaged workforce made up of motivated and highly skilled experts as well as
focused and industrious labourers.

Key products offered by the Company

 MILK CATEGORY
Aayush; Toned Milk (200 ml. pouch) Rs.11
Suswasthya Loose Milk Rs.18 per 500 ml.
Swasthya Sathi; Double Toned Milk (500 ml. pouch) Rs.21
Pransudha; Cow Milk (500 ml. pouch) Rs.24
Supreme; Standardised Milk (500 ml. pouch) Rs.26
Energy Plus Premium Toned Milk (500 ml. pouch) Rs.28
Supravat Tea Special Milk (500 ml. pouch) Rs.31
Supravat Tea Special Milk (1000 ml. pouch) Rs.61
Malai Full Cream Milk (500 ml. pouch) Rs.68

Paneer, Curd, Ghee Category

Paneer 100 gm. Rs.42
Paneer 100 gm. Rs.42
Paneer 200 gm. Rs.83
Paneer 1 kg. Rs.380
Paneer 5 kg. Rs.1800
Ghee 200 ml. HDPE Jar Rs.170
Ghee 100 ml. HDPE Jar Rs.90 Ghee 500
ml. HDPE Jar Rs.399
Ghee 1000 ml. HDPE Jar Rs.700
Misti Doi (Sweet Curd) Cup Rs.15
Probiotic Curd (Plain Curd) 200 gm. Rs.17
Probiotic Curd (Plain Curd) 400 gm. Rs.33
Probiotic Curd (Plain Curd) 1 kg. Rs.71
Yoghurt (Plain) Cup Rs.14.50

Yoghurt (Flavored - Green Mango) Cup Rs.15

Main competitors of the company
Amul
Anand Milk Union Limited is a cooperative dairy company based in Gujarat, India. It offers a diverse
range of products such as milk powders, butter, ghee, cheese, chocolate, Shrikhand, Gulab Jamun, ice
cream, and cream, establishing itself as India's leading food brand. Amul played a pivotal role in
initiating the White Revolution in India, catapulting the nation to become the top producer of milk and
milk products globally. It stands as a remarkable example of cooperative success within a developing
economy. Since its introduction to the pouched milk market in Delhi in 2005, Amul has become a
formidable competitor to Mother Dairy. Currently, it holds a substantial 40% market share in the
branded milk segment, showcasing its dominance and influence in the industry.

 Product
Milk category:
The varieties of Amul milk available in India are :

1. Amul Taaza Toned Milk 3% fat

2. Amul Gold Full Cream Milk 6% fat
3. Amul Slim & Trim Double Toned Milk 1.5% fat
4. Amul Tea Special
At Amul skim milk powder is procured from the cooperatives of Gujarat which is much superior in
quality when compared to the cooperatives of West Banglar leading to better quality of products.

 Price
Milk category:
When compared to Mother Dairy, the distributors' margin of Amul is .50p/ltr whereas Banglar Dairy
gives .30p/ltr.In the case of retailers, Banglar Dairy has fixed margins in every part of West Banglar.
However, Amul gives different margins depending upon the location and sale of the retailer which
becomes a great incentive to sell. The price of the milk to the end consumer is however similar to
Banglar Dairy.
 Place
The availability of milk is a major concern among consumers. Amul with its vast distribution network
has enhanced the market and is responsible for its growth. Amul has made pouched milk available in
almost all suburbs of West Banglar where we cannot find Banglar dairy even today. Banglar Dairy is
not able to cater to those markets because their size is comparatively small and with the current
retailers and distributors' margin there is hardly any profit left to them because the expenditure is
much more.

 Promotion
Amul has a great brand image in the minds of the customers. Their expert marketing and advertising
strategies add all the more to the sales.

Activities in the company on the day of the visit

Banglar Dairy is a well-known dairy company in India known for its dairy products like milk, ice
cream, yogurt, butter, and more.
However, if you're visiting Mother Dairy, We have seen various activities related to dairy production,
packaging, distribution, and perhaps even research and development if they have facilities dedicated
to those areas. Here are some activities that we are observing
Milk Processing: Witnessing the processing of raw milk into various dairy products like pasteurized
milk, flavored milk, and more.

Quality Control: Observing quality checks and assurance processes to ensure that the products meet
the required standards.
Packaging: Viewing the packaging process where the dairy products are packaged into containers
suitable for sale and distribution.

Distribution: If the facility includes a distribution centre, you might see trucks being loaded with
dairy products for delivery to retail outlets, supermarkets, and other points of sale.
Educational Tours: Some dairy facilities offer educational tours where visitors can learn about the
dairy industry, the production process, and the importance of dairy in the food supply chain.

Sustainability Initiatives: Banglar Dairy may also have initiatives related to sustainability and
environmental responsibility. You might see practices such as waste management, energy efficiency
measures, and water conservation efforts.
 Description of the sessions that the company organized for our visit
A one–day Industrial Visit was organized by the Banglar Institute of Business Studies on
12/10/2023 at the Banglar Dairy Milk Products Private Limited plant in Dankuni,
Hooghly, West Banglar. Founded in 1982, has maintained an indomitable market position
ever since, now trusted by thousands of retailers and distributors in the city. They are
involved in all dairy products, including manufacturing, packaging, and distribution. Banglar
Dairy has more than 850 employees working, both on permanent and temporary payrolls. The
visit was planned for the students of MBA- First Semester, our reporting time was 11 am in
the factory.
After an hour of Journey, we got refreshed with the Banglar Dairy Misti offered by them. An
introductory session was conducted by the factory engineer of Banglar Dairy who presented
us with the company’s insight in a nutshell such as:

 An insight into the historical background of Banglar Dairy

 Products offered worldwide i.e., SM, TM, DM Milk packets, Curd, Misti Doi, Paneer
etc.
 Quality Standards followed
 Mentioned every activity happening in the plant like washing of boilers, filling, liquid
nitrogen, labelling and packaging.

After his insightful session, the students were taken to the Assembly Line and briefed about
the Processes and Operations undertaken by the plant. After visiting the unit, we came to the
conference hall for an Interaction Session of both technical and non-technical questions
related to the production process and company. The curiosity of the students was finally
satisfied when a question-answer session was conducted by factory engineer. The students
left the plant around 02:00 pm. The industrial visit to Banglar Dairy Milk Products Private
Limited. was an enriching experience for students in getting live exposure to the industry &
manufacturing process which can help them in their future career growth.

Analysis of the Marketing functions of the company

Banglar Dairy Marketing Strategy & Marketing Mix (4Ps)
The marketing strategy of Banglar Dairy analyzes the brand with the marketing mix framework which
covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Mother Dairy's
marketing mix, help the brand succeed in the market. Let us start the Mother Dairy Marketing
Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Banglar Dairy Product Strategy:

Banglar Dairy, a top brand in India, offers milk, milk-based products, and other foods.
Banglar Dairy focuses on dairy products like milk, curds, paneer, butter, cheese, and ice cream. They
offer different types of milk: bulk vended, poly packed, and ultra heat treatment. Their ice cream
range includes classic flavors, Indian versions like kulfi, and sugar-free options.
Overall, Banglar Dairy covers a wide range of dairy in West Banglar.

Banglar Dairy Price/Pricing Strategy:

Below is the pricing strategy in Banglar Dairy marketing strategy:
Banglar Dairy has a very penetrative pricing strategy. Since its suppliers are farmers and cooperatives
and need to support them, milk prices change with inflations and a certain amount of fluctuations are
visible in Banglar Dairy milk prices.
Banglar Dairy also maintains a differential pricing strategy in its marketing mix and varies according
to geographical regions. Prices also vary with packages and variants of milk. Other milk products also
have similar situations and we can see pricing done according to rising prices of other input factors.

Banglar Dairy Place & Distribution Strategy:

Following is the distribution strategy in the Banglar Dairy marketing mix:
Banglar Dairy has a wide presence across West Banglar. In the milk industry, distribution is quite a
critical part of the business and hence to tap into various regions all over West Banglar it has 400
retail outlets and 100 exclusive stores in place. As its suppliers are farmers and cooperatives, it is able
to save on other middlemen costs. Since Banglar Dairy deals with perishable that need refrigeration
and has very little shelf life, it produces as per the demand of the regions. After being brought in from
the farmers in tankers or being collected at the collection centers, it goes on for processing in the
plants and then it is delivered to its Local Area Distributors. These Local Area Distributors then send
it to its exclusive Banglar Dairy booth, convenience stores, supermarkets, and other smaller retailers.
Since consumers are able to find Banglar Dairy booths very close to their homes, it has built customer
loyalty and preference.

Banglar Dairy Promotion & Advertising Strategy:

The promotional and advertising strategy in the Banglar Dairy marketing strategy is as
follows:
Banglar Dairy has adopted a subtle yet effective marketing strategy. As it is facing stiff
competition from national player Amul, Mother Dairy has moved onto a smart marketing
strategy wherein it is working on better communication strategies. It is now coming up with
various advertising strategies to gain customer’s mind share. Hence, this covers the entire
Mother Dairy marketing mix.
 OVERALL LEARNING FROM THE VISIT
An industry visit to Banglar Dairy can provide attendees with a wealth of information about the
company and the Milk industry. Some of the key learnings from an industry visit to Banglar Dairy can
include:

Understanding: A tour of the facilities and observation of the production processes can provide a
firsthand understanding of Banglar Dairy operations and the production of its products.

Knowledge: An industry visit can provide a comprehensive understanding of the beverage industry,
including market trends, competition, and future prospects.

Exposure: Banglar Dairy is known for its innovative and effective marketing strategies, and an
industry visit can provide an opportunity to observe and learn from these best practices.

Professional connections: An industry visit can provide opportunities to meet with industry
professionals and build relationships for future collaboration.

learning experience: Industry visits offer hands-on learning experiences that can help
attendees apply their knowledge and skills in real-world settings.
Decision-making: Industry visits provide access to information that can help attendees make
informed decisions about their careers or business ventures.

Confidence: Industry visits can increase attendees' confidence by exposing them to new challenges
and opportunities, and by helping them develop new skills.
Overall, an industry visit to Banglar Dairy can provide attendees with valuable insights into the
company, the Milk industry, and best practices in marketing and production. This experience can help
attendees make informed decisions about their careers or business ventures and build their
professional networks.