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    Study of Potential & Promotions For Sales of Saras Paneer: Presented By: Abhilash Gehlot Manish Yadav

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    The document discusses a study on potential promotions for sales of Saras Paneer. It provides background on the dairy development in Rajasthan and RCDF. A survey was conducted with 200 households, 40 hotels/restaurants, 50 Saras booths, 30 halwais, and 6 paneer udyogs. The survey found that awareness of Saras Paneer was low and customers cited quality, packaging, and higher price as reasons for not purchasing it. The document recommends increasing advertisements to promote quality and hiring reputed ad agencies. It also suggests reducing price and improving packaging to capture more of the paneer market.

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    Study of Potential & Promotions For Sales of Saras Paneer: Presented By: Abhilash Gehlot Manish Yadav

    Uploaded by

    manish447
    2K views38 pages
    The document discusses a study on potential promotions for sales of Saras Paneer. It provides background on the dairy development in Rajasthan and RCDF. A survey was conducted with 200 households, 40 hotels/restaurants, 50 Saras booths, 30 halwais, and 6 paneer udyogs. The survey found that awareness of Saras Paneer was low and customers cited quality, packaging, and higher price as reasons for not purchasing it. The document recommends increasing advertisements to promote quality and hiring reputed ad agencies. It also suggests reducing price and improving packaging to capture more of the paneer market.

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    Saras Dairy Products

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    The document discusses a study on potential promotions for sales of Saras Paneer. It provides background on the dairy development in Rajasthan and RCDF. A survey was conducted with 200 households, 40 hotels/restaurants, 50 Saras booths, 30 halwais, and 6 paneer udyogs. The survey found that awareness of Saras Paneer was low and customers cited quality, packaging, and higher price as reasons for not purchasing it. The document recommends increasing advertisements to promote quality and hiring reputed ad agencies. It also suggests reducing price and improving packaging to capture more of the paneer market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    2K views38 pages

    Study of Potential & Promotions For Sales of Saras Paneer: Presented By: Abhilash Gehlot Manish Yadav

    Uploaded by

    manish447
    The document discusses a study on potential promotions for sales of Saras Paneer. It provides background on the dairy development in Rajasthan and RCDF. A survey was conducted with 200 households, 40 hotels/restaurants, 50 Saras booths, 30 halwais, and 6 paneer udyogs. The survey found that awareness of Saras Paneer was low and customers cited quality, packaging, and higher price as reasons for not purchasing it. The document recommends increasing advertisements to promote quality and hiring reputed ad agencies. It also suggests reducing price and improving packaging to capture more of the paneer market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 38

    Study of Potential & Promotions for

    sales of Saras Paneer

    Presented By :
    Abhilash Gehlot
    Manish Yadav
    Introduction
    • Dairy development was initiated by the state
    government in the early seventies under Rajasthan
    state Development Corporation(RSDDC) regestered in
    1975.
    • Two year later (1977)RCDF assumed responsibility for
    the many of function of RSDDC.It become nodel agency
    for implementation of operation flood in the state.
    • India is blessed with huge bovine population of
    196million cattle and 80 million buffaloes accounting
    for 51% if Asia and 19% of world bovine population –
    the largest in the world.
    RCDF
    Rajasthan Coperative Dairy Federation.
    • The federation acts as a mediating body between the unions
    and the markets for their milk and milk products through the
    brand name SARAS.

    • Initially, at the time of inception it marketed only dairy


    products like liquid milk, butter and Ghee but time to time it
    updates its products and diversifies in various other products
    like ice-creams, coffee, shakes etc and also diversifies in other
    more novel milk products.
    RCDF AT A GLANCE
    Figure 1:R.C.D.F at a glance

    CONSULTANTS

    BOARD OF
    DISTRIBUTORS DIRECTORS

    RCDF

    DEPARTMENTS UNION DAIRIES

    DCS
    Core Objectives of RCDF-
    • Increasing milk collection

    • Breed up gradation

    • Maximize returns to farmers for milk

    • Enhancing infrastructure and expansion in the existing facilities


    • More rapid and systematic style of working
    Values
    • Cultural Values- Every employee is expected to work according to
    some core values through which Saras can give its best to its customers.
    They are –

    • Total quality and Cleanliness


    • Honesty, discipline and cooperation
    • Agreements rather than arguments
    • Transparency
    • Sincerity & dedication
    • Sovereignty and
    • Respecting each other’s opinions and ideas
    • Employee satisfaction
    • Feeling pride to be a part of organization
    • Fulfilling commitments towards members and customers
    RECENT DEVELOPMENTS AND FUTURE PLANS

    • 2 new milk unions of Chittor and Tonk have been proposed so as to tap
    the surplus raw milk from these two districts. R.C.D.F is also planning to
    set 7 new chilling plants in areas which are devoid of cooling facilities.
    But the front end issues have a broader picture.
    •
    R.C.D.F. is now ready to diversify its product range and to test new
    export markets. In this regard, new products and new age packaging and
    labelling will be introduced soon which will cater to the premium and
    high level customer segment. But before this, provisions are being
    strengthened to make availability of all present products compulsory at
    all parlours and booths which is still a shortcoming. Defence canteens
    and other institutions like schools, engineering and management
    institutions are also been offered to keep Saras products. In regards to
    all these, a fresh new marketing plan is already under formation which
    includes improving the present advertisements, and media expansion in
    terms of regional magazines and radio networks.
    Strategies can be divided as -

    Strategies

    Cooperative level Procurement level Quality assurance & Marketing


    SWOT Analysis of Saras
    Strength –
    • R.C.D.F has a robust distribution network consisting of 16,800 booths &
    shop agencies, 407 milk parlours and 115 distributors.

    • Ability to make acceptable margins to the retailers and distributors, with


    low overhead.

     High-quality of products at an affordable cost to the consumers.

     Reputation of being a non profit co operative organization which provides


    values to both supply and demand ends.
    Weakness –
    • Saras’ product range falls too short when compared to Amul. It may make
    it vulnerable if amul introduces full spectrum of its product in Jaipur
    market.

    • Quality procurement is a concern as Saras has not been able to control


    the adulteration habits of many members. This causes loss in terms of
    increased processing cost, reduced shelf life and overall quality of
    products
    Opportunity –
    • There is still large untapped market consisting of middle class segment to
    be covered. In this respect, diversification of products poses bight
    chances.

    • Saras has yet to collaborate with major retail chains so as to extend its
    retail availability and visibility.
    Threats –
    • Intrusion of major players like Amul and Mother dairy in an aggressive
    fashion may divert the mindset of present customers of Saras.

    • a growing amount of advertising and business inroads by outside regional


    and national brands in the local area

    • Increasing costs of raw material is also an issue as R.C.D.F has already set
    a minimum support price
    Some facts about Saras Paneer

    Composition: FAT %: 50 on dry matters


    Moisture% (Max.): 60

    Packing Size : 200 gram (Vaccum Packed) at Rs 34.


    1 Kg (Vaccum Packed) at Rs. 170.

    Margins : Retailer – Rs 13 per kg


    Distributor – Rs 6 per kg
    Sales of last 12 months

    1000 KG
    6

    3
    1000 KG
    2

    0
    Apr May Jun Jul Aug Sep Oct Nov DEC Jan Feb Mar
    Sales of past 5 years(KG PD)
    Paneer- Market Situation

    • According to Amul sources, Indian fresh paneer market is estimated to


    be about Rs 10,000 crores, both in the organised and unorganised
    segments.

    • In terms of volume, it is estimated to be around 1 lakh metric tonnes


    per annum and 80% of which is sold as open or loose paneer by local
    milk vendors.

    • Paneer is the largest dairy product sold in terms of volume after liquid
    milk because of its universal acceptance across the Indian sub-
    continent.
    Paneer market is clearly divided in two major
    segments
    • (i) Retail Consumers(around 20%)
    • This segment consumes paneer in small
    • packets and is ‘quality’ as well as ‘price’
    • sensitive segment.

    • (ii) Institutions(around 80%)


    • This segment consumes in large chunks and it
    • is a highly ‘price’ sensitive segment
    Capturing Market Insight (Market Survey)

    • Goals of the Survey:

    • To identify the ground realities of Paneer market and to


    know the trend & forces which drives the product sale.

    • To develop a customer insight so that a better value


    proposition could be offered.

    • To develop a better and effective value communication


    system.
    Project Dimensions

    • To find the reasons behind low sales of paneer.

    • To identify the potential market for paneer in Jaipur city.

    • This project further seeks to identify and promote policies that will be
    supportive to tap the potential market for paneer in Jaipur city.

    • To assess the effectiveness of the promotional tools currently being


    deployed.

    • And to suggest ideas for promotions of Saras paneer.


    Methodology:

    • Focus group discussions and Brainstorming sessions with team members


    and the mentor.

    • Carrying out a survey for finding out consumers’ perception about SARAS
    Paneer & Paneer of other brands and also to find out what they want.
    Also carrying out a survey of the paneer udyogs that command almost
    80% of the market share to understand their way of doing business.

    • Study of the existing advertising and promotional strategies and the


    loopholes in them.

    • Secondary sources of data such as in house sales figures of paneer for the
    last 5 years as well as for the last 12 months.

    • Analysis and recommendations.


    Scope of the Survey

    • 200 households(both users & non-users of Saras Paneer)

    • 40 Hotels & Restaurants

    • 50 Saras Booths & Parlours

    • 30 Halwaiis & Confectionaries

    • Random survey with a sample size of 6 Paneer Udyogs


    Survey Results of 200 Households
    Paneer Users
    Saras Non-Users
    Awareness (Saras Paneer)
    Sources of Awareness (Saras Paneer)
    Price Proposition (Saras Paneer)
    Quality (Saras Paneer)
    Packaging (Saras Paneer)
     Reasons for not using Saras
    Paneer
    Effect of Ads on Buying Behaviour
    Notice Saras Paneer in the ads of Saras
    Findings
    • We found out that on an average they sell 4.75 kg paneer per day and their rates
    range from 150 to 170 rupees. We also found out that 21 out of 30 i.e. 70% of them
    prepare paneer by themselves where as 30% buy from Paneer Udyogs.

    • We also visited 6 Paneer Udyogs to know their sales pattern, their rates and their
    way of doing business.

    • Paneer Udyog – 500-600 kg per day


    • Rahul Paneer Centre – 400 kg per day
    • Neeraj Dairy Products – 400 kg per day
    • Aadinath Paneer Udyog, Durgapura – 150 kg per day
    • Aadinath Paneer Udyog, Sodala – 100 kg per day
    • Tyagi Paneer Udyog – 125 kg per day

    – We found out that their retail rates range from Rs 150-170.


    – We found out that they do majority of their business by having yearly or half-
    yearly contracts with Hotels & Restaurants. The rate which they offer to hotels
    & restaurants ranges from Rs 140-160
    Questionnaire

    • Questionnaire for non-users of SARAS paneer


    • Questionnaire for SARAS Paneer Users
    • Questionnaire for Hotels \ Restaurants
    Recommendations
    • Advertisements should convey the message that Saras Paneer is of the
    best quality and comply by the PFA standard.There should be exclusive
    Advertisement.
    • Reputed Ads agencies should be hired for making ads more attractive and
    persuasive.
    • Supply to Saras booths should not be delayed for more than 1 day after
    the packaging date. Appropriate measures should be taken for this.
    • Packaging should be more attractive and catchy.
    • Saras should 100 gm pack also.
    • Saras should venture into ready to eat market by producing delicacies like
    muttar paneer,shai paneer ,mali paneer (both for exports as well as
    national sales).
    Conclusion
    • Almost 80% of the paneer market is dominated by
    paneer udyogs and there is a potential to increase our
    market share with proper marketing policies.
    • We also found out that institutions i.e hotels and
    restaurants are the ones which we should target more
    as they are major consumers of paneer. Currently we
    are just focusing on retail consumers. For this Saras
    has to bring a change in the way it is doing its business.
    • We should also think of exclusive advertising for Saras
    paneer with the right kind of media.
    • Exports and Ready-to-eat market are some other
    avenues for increase in sale.
    Bibliography
    • www.sarasmilkfed.coop
    • www.retailnu.wordpress.com
    • www.tsmg.com
    • www.merinews.com
    • RCDF presentations, manuals and Annual
    Progress Report
    THANK YOU

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