INDUSTRIAL VISIT REPORT

Vidyasagar University

REPORT SUBMITTED BY

Subhamoy patra
ROLL:VU/PG/503/23/09/04-IS NO:0152

BENGAL INSTITUTE OF BUSINESS STUDIES

COMPANY VISITED: BENGAL DAIRY

THIS REPORT IS SUBMITTED FOR THE PARTIAL FULLFILLMENT

OF MASTERS OF BUSINESS ADMINISTRATION FROM
VIDYASAGAR UNIVERSITY
 Table of contents:
Subject page

Objectives of the visit 1-2

Introduction 3

Company Profile 4

Key products offered by the 5-6

Company

Main competitors of the 7,8,9

company

Activities in the company on the day 8-9

of the visit

Describe the sessions that were 10-11

organized by the company for your
visit

Analysis of the Marketing functions of 11-12

the company

Overall learning from the visit 13

 Objectives of the visit

Our recent industrial visit was designed with the primary objective of immersing us in the
operational dynamics of Banglar Dairy, offering a firsthand glimpse into its inner workings and
fostering a nuanced comprehension of its overall work environment. This excursion proved to be
profoundly enriching, equipping us with invaluable insights into the company's products and
services.

Throughout our visit, we pursued specific objectives aimed at enriching our understanding of
Banglar Dairy operations and the broader industry landscape. These objectives encompassed :

Holistic Industry Insights : Our foremost aim was to gain a comprehensive understanding of
the beverage industry's intricacies and Banglar Dairy positioning within this competitive
landscape. This involved dissecting the industry's structure, identifying key stakeholders, and
analysing market dynamics.

Process Examination : We endeavoured to meticulously examine the diverse processes

underpinning Banglar Dairy day-to-day operations, from raw material sourcing to product
distribution. This scrutiny allowed us to appreciate the operational intricacies that drive the
company's efficiency.

Production Methodologies: Central to our exploration was a detailed study of Banglar Dairy
production methods and techniques. This afforded us a deeper appreciation for the precision.

Technological Innovations : We sought insights into the cutting-edge machinery and

technology deployed within Banglar Dairy production facilities. Understanding these
advancements is pivotal for staying abreast of industry trends and innovations.

Environmental Sustainability : An essential aspect of our visit was gaining insights into
the company's environmental practices and sustainability initiatives. This underscored
Banglar Dairy commitment to mitigating its environmental footprint and fostering
sustainable business practices.

Automation Integration : Lastly, our visit provided an opportunity to explore the integration of
automation concepts within Banglar Dairy production processes. This underscored the company's
dedication to enhancing operational efficiency and embracing technological advancements.

In summary, our industrial visit to Banglar Dairy transcended mere observation, offering a
meticulously curated educational experience aimed at broadening our horizons and deepening
our industry knowledge. Each objective we pursued contributed significantly to our
comprehension and will undoubtedly shape our academic pursuits and future professional
endeavours.

Introduction
Banglar Dairy Limited is a fully owned Company by the Government of West Bengal, functioning
under the aegis of the ARD Department. It 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 Bengal 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 milk from rural Bengal to the urban
consumer.

Banglar Dairy has earned prestigious certifications from the Food Safety and Standards Authority of
India (FSSAI). Banglar Dairy has four milk tanks storage a total storage capacity of 5 lakh litter.

Bengal Dairy markets a diverse range of dairy products nationally, including Liquid Milk, Ice Creams,
Flavored Milk, Dahi, Mishti Doi, Ghee, Butter, Through its extensive sales and distribution networks,
Bengal Dairy aspires to emerge as a prominent player in the food industry in India in the future.
 COMPANY PROFILE
Bengal 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 Bengal. 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 Bengal 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 Bengal to the urban
consumer.
Bengal Dairy Ltd. was formerly known as Mother Dairy Calcutta. It was formed to serve the people
of the state of West Bengal with quality milk and milk products and in the process, help the farmers of
rural Bengal to produce milk and find the market for their produce for better returns.
Bengal Dairy Milk Products Private Limited has two directors - Anirban Saha and Santanu Saha.
Bengal 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 Bengal Dairy, both on a permanent basis and temporarily. Bengal 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 Bengal leading to better quality of products.

 Price
Milk category:
When compared to Mother Dairy, the distributors margin of Amul is .50p/ltr whereas Bengal Dairy
gives .30p/ltr.In the case of retailers, Bengal dairy has fixed margins in every part of West Bengal.
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
Bengal 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 Bengal where we cannot find Bengal dairy even today. Bengal 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

Bengal Dairy is a well-known dairy company in India known for its dairy products like milk, ice cream,
yoghurt, 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, flavoured 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: Bengal 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.

Analysis of the Marketing functions of the company

Bengal 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 flavours, Indian versions like kulfi, and sugar-free options.
Overall, Banglar Dairy covers a wide range of dairy in West Bengal.

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 Bengal. In the milk industry, distribution is quite a
critical part of the business and hence to tap into various regions all over West Bengal 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 have very less 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 centres, 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.