Interim Report

“A study of performance and growth of Saras Dairy, Alwar [AZDUSS Ltd.]”

Batch 2006 – 08
A Report Submitted in Partial Fulfillment of the Requirement of MBA
Program of ICFAI National College

Saras Dairy Plant

(ISO 9001-2000 and HACCP Certified)
(Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar)
Jaipur Road, Alwar-301001
Ph: (0144) - 2702644, 2701010

Submitted to:

Mr. Sandeep Kumar Kautish

Faculty Guide
ICFAI National College
On 12th May 2007

Submitted by:

Smita Choudhary
6ND11765
ICFAI National College, Alwar

Company Guide:

Mr. Amit Bhattacharya

Deputy Manager Marketing
AZDUSS Ltd., Alwar
 Interim Report

Table of Contents

1. Acknowledgement....................................................3
2. Objective...................................................................4
3. Tasks..........................................................................5
a. Daily schedule................................................8
4. Targets.......................................................................9
5. Strategy.....................................................................10
• Business strategy............................................10
• Survey research..............................................11
• Questionnaire design......................................12
• Questionnaire for customers..........................14
• Questionnaire for parlours/booths..................16
• Questionnaire for employees of Saras...........19
6. Achievements............................................................22
7. Mid course correction..............................................24
8. Limitations................................................................25
9. Conclusions...............................................................27
• Observation of quality of Saras products.......28
• My observation of Saras Dairy......................29
• AZDUSS performance at glance...................30
• Saras milk supply of Alwar city.....................31
• Milk supply with percentage growth.............33
• Month wise sales figure of Alwar city...........34
• Drawbacks......................................................35
• Suggestions....................................................35
10. Bibliography.............................................................37

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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. Amit Bhattacharya (Company Guide, Deputy Manager,
Marketing, Saras Dairy, Alwar [AZDUSS Ltd., Alwar]) 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.

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Objective
I joined Saras Dairy, Alwar (AZDUSS Ltd., Alwar) as an intern on 19th March 2007. I am
working in the Marketing Department of Saras. On the basis of my observation during the last
two months 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.

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 customer’s 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 company’s 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.

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Tasks

The tasks specified by the SIP Company (AZDUSS Ltd., Alwar) are:

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.
7) To take demand of various Saras products from parlour/booth owners and distributors
through phone or personal contact in the prescribed proforma.

The format for taking demand of milk is:

Alwar City Supply (Morning) Alwar City Supply (Evening)

Date: __________ Date: __________
S. No. TM FCM DTM S. No. TM FCM DTM SKM
1 1
2 2
3 3
4 4
5 5
6 6

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The format for taking demand of Finished Milk Products (FMP) is

Chhach Lassi Paneer Shrikhand Ghee Butter Flavo Saras

Plain Nam S N 200 G 1 kg K Pista ½ Lt 1 15 100 500g ured Curd
Keen weet amk esar Lt kg g Milk
een tin

The demand for FMP (Finished Milk Products) comes from the following stations:

1) Dayama Enterprises, 13) Mohan Lal Yadav,

Bhiwadi Narayanpur
2) Ashok Kumar, Rewari Ist 14) Naresh Yadav, Neemrana
3) Mukesh Kumar Goyal II
Hallman 15) Rajesh Kumar, Rajgarh II
4) Somdutt Yadav, Behror 16) Pappu Ram Gurjar,
5) Bharatpur Union Malakhera
6) Shiv Associate, Rajgarh 17) Ram Niwas, Ghadi Pinan
7) Mahesh Chand Milk Bar 18) Devendra Joshi,
8) Narendra Singh, Bandikui Shahjahanpur
9) Dulli Chand, Kishangarh 19) Lala Ram, Thanagazi
10) Ram Ratan Yadav, Rewari 20) Ashok Kumar, Kotkasim
IInd 21) Pratap Agency, Bansur
11) Golden India Trading 22) Milk Parlour Court
Company, Bawal 23) Milk Parlour Bhawani Top
12) Dharmpal Saini, Jhajjar

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24) Shanti Prakash Saras 31) Pahadi Milk

Parlour 32) Agarwal TDC, Bhusawar
25) Beena Choudhary Saras 33) Jain Enterprises, Bhusawar
Parlour 34) Girraj Prasad Jain,
26) Ram Charan Milk Parlour Mundawar
27) Ramu Bharti Milk Parlour 35) Rakesh Kumar, Kherli
28) Rajesh Milk Parlour, 36) Rani Parlour, Rewari
Inderlok 37) Prakash Agency
29) Gopal Saras Milk parlour
30) Ram Avtar Deeg Parlour

The demand for milk comes from the following stations:

1. General Hospital 17. Bawal

2. Jail 18. Narnaul II
3. Eicher 19. Thanagazi
4. Engineering College 20. Narayanpur
5. Dabur India 21. Kishangarh
6. Harara Booth 22. Bansur
7. ASC Alwar 23. Bandikui
8. ASC BPR 24. Rajgarh II
9. NAV (Navodaya 25. Rajgarh I
Vidyalaya) 26. Malakhera
10. Chokar 27. Ghadi pinan
11. Bhiwadi 28. Ramgarh
12. Bhiwadi II 29. Kotkasim
13. Behror 30. Milk Bar
14. Narnaul 31. Bhawani Top Dairy
15. Neemrana II 32. Rajgarh III
16. Shahjahanpur

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My Daily Schedule
My tasks at the On Job Training are to study the working of the Saras plant,
gather complete information about Saras, conduct market and booth surveys
and organize visits for people to see the Saras plant.

The daily schedule that I follow to complete these tasks is:

 Sign in at the company office at 09:30 AM
 Make a plan for the whole day between 09:30 AM to 10:30 PM.
 Go to the field to conduct market survey and booth survey from
10:30 AM to 12:30 PM.
 Collect information about the Saras dairy from various departments
from 12:30 PM to 01:30 PM.
 Lunch time is from 01:30 PM to 02:30 PM.
 Organize visits for the visitors from 02:30 PM to 03:30 PM.
 Visit the plant to understand the working of the plant from 03:30 PM
to 04:30 PM.
 Discuss with my company guide the tasks for the next day from
04:30 PM to 05:00 PM.
 Sign out of the company office at 05:00 PM.

Note:
1. Every Saturday I go to Jaipur to submit my weekly report and attend
the session organized by ICFAI National College, Jaipur for student
development.
2. Sunday is weekly off.
 Interim Report

Targets

“Target is defined as goal which has to be fulfilled and sounds

compulsiveness.” Without setting target it is difficult for anybody to
achieve his/her objectives.

The targets that were set for me during the training are:

1) To make maximum people aware of Saras.

2) To organize free testing camps to test the purity of milk.
3) To increase the sale of Saras products.
4) To implement human resource management techniques to increase
the satisfaction level of the employees of AZDUSS Ltd., Alwar.
5) To interview 200 homes in two months to know their views and
opinions about Saras products.
6) To organize plant visit for 75 people in two 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. Easy availability
d. Good storage facilities

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Strategy

Business strategy

Business strategy is defined as a systematic and objective process of

gathering, recording and analyzing data that provides information to guide
business decisions. The process of business strategy can be divided into
three phases – planning, execution and report preparation. The planning
phase begins from problem/opportunity identification and leads to selection
of the sampling procedure. Data collection and evaluation can be described
as the execution phase of the business research process, while report
generation can be considered as the last phase.

Steps in the business research process

Identifying and Defining Problem/Opportunity

P
L Planning the strategy
A
N
N
I
N Selecting the method of strategy
G

Selecting a Sampling Procedure

E
X Data Collection
E
C
U
T
I Evaluating the Data
O
N

REPORT Preparing and Presenting the Report

PREPRATION

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Survey 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. These questionnaires are
administered to an individual or a group of individuals through interviews.
Typical survey objectives involve describing or learning from an ongoing
activity by studying the changes in behavioral patterns of the subjects of
interest to the researcher.

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 cost-effective 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: Personal

Interview(Door to Door interview)

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.

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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.

In the questionnaire I have used two types of questions:

Open Ended Questions

In open ended question design each question has a series of lines (or a blank
space) in which the respondents are encouraged to write, in their own words,
how they feel about the topic in question.

Close Ended Questions

Closed question provide a set of answers that the designer of the survey
(based on prior experience and responses in the pilot survey) considers will
accommodate the majority of potential responses.

A questionnaire serves four functions:-

 Enables data collection from respondents

 Lends a structure to interviews
 Provides a standard means for writing down answers

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 Help in processing collected data

The various steps in questionnaire design are:-

1) Preliminary decisions
2) Question content
3) Response format
4) Question wording
5) Questionnaire sequence
6) Questionnaire pre-test, revision and final draft
The strategies and plans adopted during the training period to complete
the assigned tasks are:

1) The satisfaction level of employees of AZDUSS Ltd., Alwar was

judged through a well planned questionnaire. The questionnaire
consisted of many questions covering nearly all aspects required to
judge the satisfaction level of employees.

2) The feedback from customers and general public was taken with the
help of a well designed questionnaire consisting of questions that
nearly covered every aspect of testing customer satisfaction.

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Questionnaire for Customers

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd.,

Alwar

Date:_________
Questionnaire for Customers

1) Name : ___________________________________

2) Husband’s 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 : Yes No

9) If yes which products do you use?

Milk : Full Cream Toned Double Toned

Skimmed

Butter Dahi Ghee Paneer s

Shreekhand

Chhach : Plain Namkeen Lassi : Sweet

10) Are you satisfied with quality of Saras products?

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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

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?

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__________________________________________________________

_____

19) Any Suggestions

___________________________________________________________

_____

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Questionnaire for Parlours/Booth

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 Dahi Ghee Paneer

Shreekhand

Chhach : Plain Namkeen Milk Cake

Lassi : Sweet

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 : _____________________________

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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?

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___________________________________________________________

___________

14) Are you satisfied with the profit margins you get?

Yes No

15) Do you have arrangement of home delivery for regular customers?

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?

____________________________________________________________

__________

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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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Questionnaire for the Employees of Saras

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 Very Satisfied Extremely

Satisfied

9) Facilities Provided: Medical L.T.A. Loan Facility

Conveyance Allowance Traveling

Allowance

House Rent Allowance Welfare

Schemes

10) If you get better remuneration and opportunity in some other

company will you leave Saras Dairy, Alwar?

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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 Print media Banners Hoardings

Door to door 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?

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_____________________________________________________________

___________

19) What do you do with the unsold products left after the date of

expiry?

_____________________________________________________________

___________

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

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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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Achievements
Achievement means scaling new heights of success and triumph. The
biggest of all achievements is to be associated with an organization of the
caliber of Saras. I am happy that I got an opportunity to work with Saras,
which has made a name for itself in Northern India.

The achievements during the training period are:

1) Participated in induction program of one week duration.

2) Got introduced with the staff of Saras (AZDUSS Ltd., Alwar) and
built a good rapport with them.
3) Participated in free milk testing camp organized by Saras dairy,
Alwar from 20th March 07 to 26th March 07. Alwar at various
locations of Alwar city to test the milk sample brought by the public.
4) Completed survey of Saras booths and parlour to find their problems
and helped AZDUSS Ltd., Alwar to solve them.
5) Interviewed the Managing Director of AZDUSS Ltd., Mr. J.R.
Dhaka
6) Completed area wise customer survey of nearly 190 people and
found their problems.
7) Also surveyed people who do not use Saras products and found the
reasons behind it. Saras will try to eliminate those reasons and
include them in their list of satisfied customers.
8) Initially there were many misunderstandings in the minds of
consumers about Saras products but during the course of customer
surveys I was able to remove and clarify those
misunderstandings/doubts.
9) Conducted a mass plant visit for 50 students of St. Anselm School,
Alwar.
10) Conducted five other plant visits of 15 people each.

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11) Attended the Kaizen day held at Saras Dairy, Alwar. This day is
celebrated to appreciate the good work done by the members of the
Saras family.
12) Immediate implementation of my feedback.
13) Completed a total of 500 entries of daily supply in the supply register
within five days.

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People's opinion about Dahi

13%

36% Like very much

15%
like somew hat
neutral
dislike somew hat
dislike very much
18%

18%

People's opinion about Paneer

5%
5%

10%
Like very much
like somew hat
neutral
51%
dislike somew hat
dislike very much
29%

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People's opinion about Ghee

3%
10%

12% Like very much

like somew hat
neutral
dislike somew hat
13% 62% dislike very much

People's opinion about Lassi

10%

14% Like very much

44% like somew hat
neutral
8% dislike somew hat
dislike very much

24%

Note: The graph only shows the opinion of the people I surveyed and not of
the general public.

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Mid Course Correction

1) A new Saras parlour has been inaugurated at the Railway Station on
the 07th of May 2007 and the number of Saras parlours has now
increased to 10.
2) During the course of my training at Saras (AZDUSS Ltd., Alwar),
the prices of Saras products were raised two times. Due to price rise
the sales of Saras products has decreased. So I was assigned a new
task to promote sales of Saras products, despite price hike. This task
can be achieved by convincing people why the prices of Saras
products were hiked.

Table showing change in price of different Saras products

Product Price before 01st Price as on 07th Price as on 01st

April April and May and onwards
onwards

FCM (Shakti) Rs.20 Rs.21 per litre Rs.22 per litre

Toned Milk (Taaza) Rs.16 Rs.17 per litre Rs.18 per litre
Double Toned Milk (Smart) Rs.14 Rs.15 per litre Rs.16 per litre
Skimmed Milk (Lite) Rs.13 Rs.13 per litre Rs.13 per litre
Ghee Rs.160 Rs.165 Rs.170
Dahi (200 g) Rs.6 Rs.7 Rs.8
Paneer (200 g) Rs.20 Rs.22 Rs.25
Paneer (1 KG) Rs.100 Rs.110 Rs.120
Lassi (250 ml) Rs.5 Rs.6 Rs.7
Chhach (Plain) 500 ml Rs.6 Rs.7 Rs.7
Chhach (Namkeen) 250 ml Rs.4 Rs.5 Rs.6
Shrikhand Plain (100 g) Rs.7 Rs.7 Rs.8
Shrikhand Kesar Pista (100 g) Rs.8 Rs.8 Rs.9
Flavored Milk (200 ml) Rs.10 Rs. 10 Rs.10

The reasons for price rise are:

1) Low availability of milk in summers.

2) Increase in the input cost.

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3) No compromise on product quality.

Limitations
The limitations that I came across during the course of my training at
Saras (AZDUSS Ltd., Alwar) are:

1) Response Bias: Sometimes the respondents consciously or

unconsciously misrepresent the truth, and then it amounts to
response bias.
2) 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.
3) Fluctuations in weather conditions: During the survey I came
across unfavorable weather conditions like scorching heat and dust
storm.
4) 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.
5) 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.
6) Inaccurate information: The answers given by the respondents are
not always correct and may be misleading.
7) 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.
8) 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.
9) Limited information: Being a trainee, it became difficult to obtain
some confidential information about the organization. This
sometimes became a hurdle during the training.

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10) Absence of respondent: In some cases the respondent is not present

at home.
11) Difficult to recall: It is not possible and economically viable to
recall respondents not present at home.
12) 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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Conclusions

During the two months of my training at Saras Dairy (AZDUSS Ltd.,

Alwar) and the surveys I conducted till date, I reached the following
conclusions:

1) 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.

2) The organization maintains state of the art quality and hygiene

standards.
3) A coin has two sides and it holds true for every organization, no
matter how large or reputed it is, there are always some small
shortcomings along with the plus points of the organization and
Saras is no different.

4) Prices of Saras products have been hiked two times during my SIP. I
observed that due to frequent price hike people are losing faith in
Saras and they think that Saras is very unreliable and has no
consistency in price. This factor has resulted in fall in sales.

5) Many people do not have faith in Saras products. They still believe
that the products made by the local dairies are better.

6) Some people feel that Saras products possess bad smell and that’s
why they don’t use Saras products.

7) Saras parlours/booths also face problems because sometimes there is

no timely supply of products to them. They receive the products late
in the day and then these products have to be sold the next day.
People do not accept such products.

8) People believe that the Saras products are costly.

9) During the course of customer survey I also found the general

public’s opinion about different Saras products.

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My observation about various Saras products

Product Quality

Product Excellent Very Good Good Poor Very Poor

FCM (Shakti) √
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 √

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My Observation of Saras Dairy (AZDUSS Ltd., Alwar)

Till now I have spent two months as an intern in Saras Dairy (AZDUSS
Ltd., Alwar) and during this period 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 various attributes that I observed and the points I allocated to each
observation are presented below in tabular format.

S.No. Characteristic of Saras Dairy Number of Points

1 Variety of milk provided by Saras Dairy 9

2 Prices are affordable 6
3 Round the clock availability 4
4 Quality and hygiene 10
5 Enough range of Finished Milk Products (FMP) 8
6 Staff is cooperative 7
7 Follow the ISO 9001-2000 norms 7
8 Give weightage to suggestions 8
(Suggestions are always welcome)
9 Customer awareness camps and plant visits 6
10 Employee satisfaction 6
11 Market reputation 8
12 Advertisement and publicity 5
13 New product development 4
14 Channels of marketing 6
15 Good ethical practices 6

Total 100

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ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD.,

ALWAR
PERFORMANCE AT GLANCE

S.No. Particulars 01-02 02-03 03-04 04-05 05-06 06-07

1 Registered DCS 497 532 609 681 742 795

2 Functional DCS 368 442 465 564 599 632

3 Prop. DCS (CC) 366 388 454 451 462 443

4 DCS Membership 59588 62966 66217 70281 76931 82655

5 Milk Procurement (per day) 87.74 88.79 97.82 108.9 89.65 79.54

6 Rate / KG (Rs) 9.98 10.77 13.56 12.29 13.22 15.05

7 Milk payment (Rs.Lakhs) 3195 3491 4856 4884 4325 4370

8 City Supply (TLPD) 15.5 18.62 29.52 35.71 67.03 132.69

9 M.D. Supply (TLPD) 75.71 101 144.78 143.5 120.05 0

10 Ghee Sale Total MT 817 652 485.45 1056.72 683.16 941.63

11 Ghee Sale (DCS) MT 104 79 80.66 203.48 213.83 225.1

12 Cattle Feed Sale (MT) 3035 3363 4636 6333 7001 6921.35

13 A.I. Done (No.) 10024 9951 11391 19820 25241 34034

14 N.S. Done (No.) 7910 24140 3212 6536 9073 10052

15 Treatment 66850 94814 95630 120217 116822 117484

16 Emergency 675 942 1603 2066 2457 3185

17 Turn Over (Rs. Crore) 53.6 59.57 93.77 96.33 95.8 99.15

18 Net Profit (Rs. Lakhs) 64.14 69.43 67.56 8.88 2.25 57.4

19 EMT (No.) 26 28 147 213 162 49

20 AMCS, PCMCS (cum.) 28 48 79 30 29 19

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ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD.,

ALWAR

SARAS MILK SUPPLY OF ALWAR CITY

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

April 9788 10214 13094 14241 14683 18855
May 10944 12946 15341 15318 18668 19975
June 9862 11683 16806 16558 18371 20888
July 9975 12090 17114 15623 16857 21958
August 10283 11322 15654 14357 17102 19572
September 10255 9890 16368 12392 15770 20807
October 8361 9985 13530 13005 15179 18197
November 7818 8848 11777 10828 14026 16542
December 7329 8451 10682 10208 13177 16012
January 6805 8275 10282 10807 13352 16279
February 8063 9716 11375 11640 15241 18034
March 8978 10857 12591 14110 15314 18593
Total 108461 124277 164614 159087 187740 225712
Average 9038 10356 13718 13257 15645 20519

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Saras milk supply of Alw ar city

25000
20000 2001-02
Saras milk suppy

15000 2002-03
10000 2003-04
5000 2004-05
0 2005-06
2006-07
Month

Total and Average milk supply of Alwar

city
Milk Supply

250000
200000
150000 Total
100000 Average
50000
0
20 20 20 20 20 20
01- 02- 03- 04- 05- 06-
02 03 04 05 06 07
Year

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Table showing Saras Milk Supply of Alwar City with percentage growth
Month 00-01 01-02 Gro. % 01-02 02-03 Gro. % 02-03 03-04 Gro. %
Apr 10259 9788 -4.59 9788 10214 4.35 10214 13094 28.20
May 9757 10944 12.17 10944 12946 18.29 12946 15341 18.50
Jun 9620 9862 2.52 9862 11683 18.46 11683 16806 43.85
Jul 10434 9975 -4.40 9975 12090 21.20 12090 17114 41.56
Aug 10431 10283 -1.42 10283 11322 10.10 11322 15654 38.26
Sep 9337 10255 9.83 10255 9890 -3.56 9890 16368 65.50
Oct 7910 8361 5.70 8361 9985 19.42 9985 13530 35.50
Nov 6699 7818 16.70 7818 8848 13.17 8848 11777 33.10

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Dec 5883 7329 24.58 7329 8451 15.31 8451 10682 26.40
Jan 5733 6805 18.70 6805 8275 21.60 8275 10282 24.25
Feb 6904 8063 16.79 8063 9716 20.50 9716 11375 17.07
Mar 7280 8978 23.32 8978 10857 20.93 10857 12591 15.97
Total 10024 10846 120 108461 124277 180 124277 164614 388
Avg. 8354 9038 8 9038 10356 15 10356 13718 32
7 1
Month 03-04 04-05 Gro. % 04-05 05-06 Gro. % 05-06 06-07 Gro. %
Apr 13094 14181 8.30 14181 14683 3.54 14683 18855 28.41
May 15341 15318 -0.15 15318 18668 21.87 18668 19975 7.00
Jun 16806 16558 -1.48 16558 18371 10.95 18371 20888 13.70
Jul 17114 15623 -8.71 15623 16857 7.90 16857 21958 30.26
Aug 15654 14357 -8.29 14357 17102 19.12 17102 19572 14.44
Sep 16368 12392 -24.29 12392 15770 27.26 15770 20807 31.94
Oct 13530 13005 -3.88 13005 15179 16.72 15179 18197 19.88
Nov 11777 10828 -8.06 10828 14026 29.53 14026 16542 17.86
Dec 10682 10208 -4.44 10208 13177 29.09 13177 16012 21.51
Jan 10282 10807 5.11 10807 13352 23.55 13352 16279 21.92
Feb 11375 11640 2.33 11640 15241 30.94 15241 18034 18.33
Mar 12591 14110 12.06 14110 15314 8.53 15314 18593 21.41
Total 16461 15908 -31 159087 187740 229 187740 225712 247
Avg. 13718 13252 -3 13252 15645 18 15645 20519 20
4 7

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Month Wise Sales Figure of Alwar City (April 2006 to March 2007)

Milk Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Total Milk
%
TM
12067 12996 13519 14232 12573 13045 11204 10117 9661 9681 10618 10799 140512 62.26

FCM
5076 5143 5515 5855 5531 6432 5853 5344 5322 5534 6240 6529 68374 30.29

DT
1269 1366 1430 1451 1115 1172 992 929 898 956 1098 1184 13860 6.14
M
SKM
443 470 424 420 353 158 148 141 131 108 78 81 2955 1.31

Total
18855 19975 20888 21958 19572 20807 18197 16531 16012 16279 18034 18593 225701 100

Graphical representation of month wise sales figure of Alwar city (April

2006 to March 2007)

Month wise sales figure of Alwar city from April

2006 to March 2007

16000
14000
12000 TM
10000 FCM
Sales

8000
6000 DTM
4000 SKM
2000
0
l

v
n

n
r

c
g
p
Ju

ar
b
y
Ap

Oc
No
Ju

Ja
Au
Se

De

Fe
Ma

Month

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Drawbacks

The major drawbacks/shortcomings that I observed during the training

period are:

1) No home delivery facility is available.

2) Lack of publicity and advertisement.
3) Lack of proper awareness creation programs because a large
population is still unaware about Saras products or have some
misconceptions related to Saras products.

Suggestions for Saras Dairy:

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) Home delivery facility should be provided.

2) Increase in advertisement and publicity.

3) Motivation programme for booth and parlour owners.

4) All information regarding Saras dairy and its products should be

available on internet.

5) The policy that an organization must follow in order to run

successfully is…..

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Golden Advice for Saras

Rule #1
The customer is always
right!

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

6) Marketing department should be well furnished and attractive with

cozy atmosphere.

7) Alwar dairy should give milk producers competitive prices and

facilities.

8) Glow sign boards should be provided to booth and parlour owners.

9) Cover stand and straws should be provided to all booths and parlous

for chhach and lassi.

10) New products should be launched like ice-cream.

11) An organization like Saras should have a reception and a

receptionist.

12) To popularize ‘Shrikhand’ free samples may be distributed at some

public places.

13) Inspection and frequent check of booths and parlours.

14) Good coordination between marketing department and booths &

parlour owners.

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15) Departments should be interconnected through computer network.

16) Employee identification card should be provided to employees of

Saras.

17) New technology should be adopted from national & international

company’s experts in the field.

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Bibliography
The definitions and data used in this report are compiled from the

following sources:

1) Principles of Marketing by Philip Kotler and Gary Armstrong.

2) Business Research Methodology by C.R. Kothari.

3) Business Research Methods published by ICFAI University Press.

4) Principles of Marketing published by ICFAI University Press.

5) Annual publication of Saras Dairy, Alwar

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