1

PROJECT REPORT ON
“Organisational Study of Vikramshila Dugdh
Utpadak Sahkari Sangh Ltd”

SONALI SINGH
ROLL NO-518540016
2018-2021
S.M COLLEGE, BHAGALPUR, BIHAR

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EXAMINER CERTIFICATE

This is to certify that this project work of B.B.A (Hons) Roll No-518540016
“H” Relating to the tranning paper-12th has been submitted for evaluation
and approval.

(External Examiner)

T.M BHAGALPUR

UNIVERSITY,

BHAGALPUR.

Department of Bachelor of Business Administration.

S.M College, Bhagalpur

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DECLARATION

I hereby declare that, the project entitled “Organisational Study of Vikramshila Dugdh Utpadak

Sahkari Sangh Ltd” assigned to me for the partial fulfillment of degree from S.M COLLEGE,

(T.M UNIVERSITY) BHAGALPUR. The work is originally completed by me and the

information provided in the study is authentic to the best of my knowledge.

This study has not been submitted to any other institution or university for the award of any other

degree.

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DECLRATION

The present project file is an amalgamated of various thoughts and experiences. The successful

completion of this project report would have not been possible without the help and guidance of

number of people and specially to my project guide in the company Mr. and

Mr.- Co-Ordinator, Department of BBA.I take this

opportunity to thank all those who have directly and indirectly inspired, directed and helped me

towards successful completion of project report on

There are several other people who also deserve much more than a mere acknowledgement at

their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and

cooperation intend.

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PREFACE

Training is the bridge for a student that takes him from his theoretical knowledge world to

practical industry world. The main purpose of industrial visit is to expose for industrial and

business environment, which cannot be possible in the classroom.

The advantages of this sort of integration, which promotes guided to corporate culture,

functional, social and norms along with formal teaching are numerous.

1) To bridge the gap between theory and practical.

2) To install the feeling of belongingness and acceptance.

3) To help the student to develop the better understanding of the concept and questions

already raised or to be raised subsequently during their research period.

The present report gives a detailed view of the ORAGINATIONAL STUDY OF VIMUL. The

research is definitely going to play an important role in developing an aptitude for hard self-

confidence.

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CONTENTS

1.INTRODUCTION TO DAIRY INDUSTRY…………………... 1-10

2.TYPES OF PROCESSING………………………………………11-13

3. DAIRY INDUSTRY IN INDIA………………………………….14-18

4.SUDHA DAIRY COMPANY…………………………………….18

5. ORGANIZATIONAL STUDY OF VIMUL DAIRY……………19-45

6. DISTRIBUTION SYSTEM AND STRATEGIES……………….46-56

5.OBJECTIVES OF THE STUDY………………………………….57-58

6. RESEARCH METHODOLOGY…………………………………59

7. ANALYSIS AND INTERPRETATION…………………………60-66

8. SWOT ANALYSIS……………………………………………….66-69

9. CONCLUSION……………………………………………………71-72

10. QUENTIONNAIRE……………………………………………….73-81

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INTRODUCTION
INTRODUCTION

The dairy sector in the India has shown remarkable development in the past decade and India has

now become one of the largest producers of milk and value-added milk products in the world.

The dairy sector has developed through co-operatives in many parts of the State. The State had

73 milk processing plants. In addition to these processing plants, 123 Government and 33 co-

operatives milk chilling centers operate in the State. Dairy is a place where handling of milk and

milk products is done and technology refers to the application of scientific knowledge for

practical purposes. Dairy technology has been defined as that branch of dairy science, which

deals with the processing of milk and the manufacture of milk products on an industrial scale. In

developed dairying countries such as the U.S.A. whereas the rural areas were identified for milk

production, the urban centers were selected for the location of milk processing plants and

product manufacturing factories. These plants and factories were rapidly expanded and

modernized with improved machinery and equipment to secure the various advantages of large-

scale production.

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India has the highest livestock population in the world with 50% of the buffaloes and 20% of

world’s cattle population. Most of these are milch cows and milch buffaloes. India’s dairy

industry is considered as one of the most successfully developed industries from post-

independence period.

Dairy industry is dominated by the cooperative sector; about 60% of the installed processing

capacity is in the cooperative sector. Dairy cooperatives account for the major share of processed

liquid milk marketed in India. In India, dairying has been practiced as a rural cottage industry.

Since the remote past. The high cost of milk production, problems of sanitation etc., restricted

the practice; and gradually the family cow in the city was eliminated and city cattle were all sent

back to the rural areas. The Indian Dairy Industry has made rapid progress since Independence.

A large number of modern milk plants and product factories have since been established. Dairy

is one of the biggest agri- businesses in India and a significant contributor to Indian economy. It

is the largest single agricultural commodity with ~4 per cent share in economy. India is the

largest producer of milk globally with an ~188 million MT production in 2019-20. A key factor

has been the proliferation of private dairy enterprises that now account for more than 60 per

cent of dairy processing capacity in the country. Indian dairy industry has grown at ~12 per

cent during last 5 years, with value-added products driving market growth. It is a significant

contributor to farmers' income as approximately 70 million farmers are directly involved in

dairying. Dairy is the only agri-product in which around ~70-80 per cent final market value is

shared with farmers and it accounts for approximately one-third of rural household income in

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India. It serves wide range of consumer needs too – from protein supplements and health foods

to indulgence foods such as yogurt and ice creams.

The development of India’s dairy sector started through a program called “Operation Flood”

launched on 13 January 1970, which was the world's largest dairy development program and a

landmark project of India's National Dairy Development Board (NDDB). It spurred a phased,

multipronged approach that included tax incentives, food quality standards, subsidies on inputs,

infrastructure provisions such as cold chain and electrification. Against this backdrop of broad

government support for farmers and allied intermediaries, dozens of private dairies have

emerged.

In the organised sector, private dairy companies are investing in developing an efficient milk

procurement network as well as marketing of liquid milk and valued added products. It is

noteworthy that the percentage of milk being handled by the private sector has exceeded that of

the cooperative sector. This ratio is expected to further increase in favour of the private sector in

the coming years.

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Some of the major organised private players include Amul, Britannia, Hatsun Argo, Parag Milk

Foods, Schreiber Dynamix, Sudha Dairy, Heritage Foods, Tirumala Milk Products, Sterling

Argo, VRS Foods, Nestle India and Prabhat Dairy. We observe that means of production and

consumption are modernizing as the market evolves toward industrial packaged products and

product variety. The rapid growth of private sector shows that the sector is prospering in dairy

sector with a focus on value added products.

India is currently ranked as the largest milk producer. Indian dairy industry is expected to grow

by 9-11% in FY22. The top 5 milk-producing states are: Uttar Pradesh (16.3%, 30.52 MMT),

Rajasthan (12.6%, 23.69 MMT), Madhya Pradesh (8.5%, 15.91 MMT), Andhra Pradesh (8%,

15.04 MMT) and Gujarat (7.7%, 14.49 MMT).

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TYPES OF PROCESSING:

Microwave technology in dairy processing: -

• It is useful in effective sterilization of the products prepared in a suitable

form.

• To increase the self-life of the packaged product under ambient conditions.

• It offers uniform and rapid heating and reduces the heat damage to the

product.

• The temperature attained is 200 degrees Celsius and the heating time is

about 40 m sec, where a throughout of 25 kg/hr. at 5 kw microwave power

was used.

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Sterilization techniques involved in a dairy: -

Complete sterilization means a full proof arrangement to reduce or to minimize the

possibility of any type of contamination which may cause any harmful effects.

Sterilization techniques are very important for a dairy plant which produces any

product related to human welfare because if it is not adopted here any

contamination will occur in products by any method then it may cause food poison

which led to the death of its users.

Sterilization precaution used in the SUDHA PLANT is as follow: -

• Any person who enters the plant, changes the dress and wears the plant

dress.

• UV-lamps are used at several places.

• Insect flashers are used at several places.

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• When entering to the bacteriogical lab one must put down their shops.

• Before entering the bacteriological lab, one must have to wash their hand

with KMnO4 solution.

• Any types of tests like phosphate and MBRT are done in the presence of

burning sprit lamp.

• He must have to wear the hair cover cap

• Must wash his hand with KMno4 solution.

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INDIAN DAIRY INDUSTRY (NDDB): -

The National Dairy Development Board's (NDDB) creation is rooted in the conviction that our

nation's socio-economic progress lies largely on the development of rural India.

The Dairy Board was created to promote, finance and support producer-owned and controlled

organisations. NDDB's programmes and activities seek to strengthen farmer owned institutions

and support national policies that are favourable to the growth of such institutions. Fundamental

to NDDB's efforts are cooperative strategies and principles.

National Dairy Development Board, an institution of national importance was setup by the

Government of India to promote plan & organize programmers for development of dairy & other

agriculture based & allied industries along co-operative lines on an intensive & nationwide basis.

Although the dairy industry has experienced challenges in recent years, the appetite and demand

for dairy products is on the rise. With a growing middle class who have more disposable income,

consumers seeking out healthy alternatives to fit in with a more active lifestyle, and a focus on

natural ingredients, milk and dairy products are growing in popularity. As the largest producer of

milk in the world, India is a key player in the dairy industry and the opportunity for growth is

significant.

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However, the industry in India faces challenges of disorganization with only 18 to 20% of the

total milk produced going through the appropriate organized channels. As one of the fastest

growing beverage segments in the Indian market, dairy is predicted to become a billion-dollar

market by 2021 with the three key categories of flavored milk, chaas and lassi, and functional

yoghurt drinks leading the way. Although the dairy industry faces Organisational issues, the

union budget 2018-19 provided a special focus on the rural sector in order to contribute to the

development of supply chain management and the introduction of technology.

SUDHA IN INDIA

A new organization “Bihar State co-operative milk producer federation limited” came into
existence to implement the project and the actual field work was taken up in 1983. the project
originality to complete within 3 years by the end of 1986 and was closed in 1988. After
extending of the project period twice each time by one year the project was implemented 8
districts of Bihar namely Patna, Barouni (Begusarai), Bokaro, Samastipur, Ranchi, Jamshedpur,
Muzaffarpur and Gaya.

Any dairy industry has some important section as like: -

➢ Milk reception section

➢ Quality control section
➢ Processing and packing section
➢ Store keeping section

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➢ Marketing section
➢ Administration section
➢ Cleaning section

Company Profile

Vikramshila Dugdh Utpadak Sahkari Sangh Ltd, Bhagalpur (VIMUL) known as

Bhagalpur Milk Union was established in 2008. It is federated to Bihar State
Milk Co-operative Federation Ltd. (COMFED). The Union is registered under
Bihar State Co-operative Societies Act 1935. The operational area of the Union
includes Bhagalpur, Munger, Banka Jamul and Parvati block of Khagariya
districts of Bihar and it procures milk from these districts.

Through its organized DCSs. Presently, the Union covers 1080 revenue
villages through 842 functional DCSs in its operational area with membership
of about 66253 producer members.
The main activities of the Union are:

• Milk Collection: During 2014-15, the Union had procured an average

quantity of 69.74 TKgPD of milk.
• At the village level, the Union has installed 35 BMCs with total 141
KL capacity.
• The Union has dairy plant with an installed capacity of 75 TLPD at
Bhagalpur dt., a chilling centre cum packaging station of 10 TLPD at
Banka. It has commissioned a Dairy plant of 10 TLPD at Jamui
during July 2013. All the milk at the Bhagalpur Dairy is being
received from milk tankers only and there is no can reception.
• Further, to meet the processing capacity of increased milk
procurement, a new Dairy of 2 LLPD is being established at
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Bhagalpur with help of NCDC at an estimated cost of Rs 25.00

crores.
• Manufacturing and marketing of milk and milk products: The Union
is marketing packed milk and milk products in Bhagalpur, Munger,
Banka & Jamui cities and adjoining districts of Jharkhand districts.
The Union sold 33.90 TLPD of packed milk during 2014-15. The
Union also supplies bulk milk to COMFED units in Ranchi, Bokaro

and Jamshedpur for sale in their market. The Union manufactures milk
products like Ghee, Lassi, Curd, Peda, Paneer and Sudha Surabhi and
sells all its milk & milk products under the brand name “Sudha”

The Bihar State Milk Co-Operative Federation Ltd. (COMFED)was established in

1983 as the implementing agency of Operational Flood (OF) programme of dairy
development on “Anand” pattern in Bihar. All the operations of erstwhile Bihar
State Dairy Corporation were handed over to COMFED.

Till the end of programme in March 1997, there were five district level Milk
Producers' Cooperative Unions covering eighteen districts of Bihar. The dairy
development work continued and at present there are eight district level milk
unions covering thirty-three districts of Bihar. Comfed develops the districts first
in terms of dairy development coupled with capacity development of milk
producers to shoulder broader responsibilities and then hands over the entire
operations to the representatives democratically elected by the milk producers.

Comfed is serving the consumers of Jharkhand also and there are three dairies at
Jamshedpur, Ranchi and Bokaro. These dairies are serving a good number of
towns and cities of Jharkhand in Ranchi, East & West Singhbhoom, Hazaribagh,
Gumla, Khunti, Palamu, Lohardaga, Bokaro, Dhanbad, Giridih etc. Sudha Milk
and some products are now available in Delhi/NCR region and Uttarakhand also
apart from a number of towns and cities of U.P. and West Bengal.
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The Farmer's Training Centre at Patna, Barouni and Begusarai provides training to
the milk producers and society functionaries in various aspects of dairying, clean
milk production, society operation, artificial insemination etc.

INTRODUCTION OF SUDHA DAIRY

The Bihar State Co-operative Milk Producers’ Federation Ltd. (COMFED) was established in
1983 as the implementing agency of operational Flood programme of dairy development on
“Anand pattern” in Bihar.

“Sudha” milk and milk product has become a symbol of quality. As on date nine out of ten dairy
plants are ISO: 9001:2000 and HACCP:IS:15000 :1998 certified.

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ORGANISATIONAL STUDY

TECHNICAL INPUTS AND MILK ENCHANCEMENT PROGRAMME

Various technical inputs to milk producers in a phase’s minor of milk production enhancement
programme and they are classified as follows.

1: SUPPLY OF MILK TO URBAN CONSUMERS

The dairy supply double toned milk to the urban consumers. Milk is packed in all proof
polythene bags [1/2] with fat and SNM 9% and supply to Jalalabad distt. And Nawada distt. And
local market milk is sold both morning and evening through higher trucks with a view to make
the milk availability in the major part of the day at comparatively cheaper price.

2. PRODUCTION OF MILK PRODUCTS:

This is the only dairy manufacturing table butter in Bihar. The “VIJAYA” table butter is being
marketed by this dairy in the major cities of country and has the goodwill of consumers. Each
product has a separate production sell. All the machine and equipment are located within the
dairy.

3.CATTLE INSURANCE:

As discretionary inputs unions have undertaken milk cattle insurance on a massive scale. The
dairy in insuring the milk cattle of our milk producers with a confessional premium at the rate of
3%. Out of premier amount 113rd is born by society and milk producer has to bear only 113rd of
the premium. They insuring 5000 to 6000 milk animals in every year.

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4.PROVIDING INCENTIVE TO SOCIETIES:

The remain is provides a matching contribution of Rs 5000 to every society as a contribution to

its building testing equipment’s have been provided to the societies after. Standardization on no
profits no loss basis by the union.

5.ANIMAL HEALTH /DUSEASE CONTROL:

The dairy is providing free of veterinary facilities, veterinary clinic to meet to needs of the milk
producers. Medicine also supplied at free of cost. Free vaccination is also implemented by this
dairy as a measure of prevention from contagious diseases.

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ORGANISATIONAL STRUCTURE

COMFED

CHAIRMAN(IAS)

MD(MANAGING DIRECTOR)

(IAS)

GM(GENERAL MANAGER)

ASSISTANT MANAGER MANAGER

DEPUTY ASSISTANT MANAGER DEPUTY MANAGER

ASSISTANT MANAGER

➢ TECHNICAL OFFICER

➢ MILK PROCUREMENT OFFICER

FODDER DEVELOPMENT OFFICER

EXECUTIVE MANAGER (HEAD OF BRANCH DAIRY)

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PROCESSING MARKETING EMPLOYEE

MILK TESTING DEPARTMENT

Milk testing and quality control is an essential component of any milk processing industry
whether small, medium or large scale. Milk being made up of 87% water is prone to adulteration
by unscrupulous middlemen and unfaithful farm workers. Moreover, its high nutritive value
makes it an ideal medium for the rapid multiplication of bacteria, particularly under unhygienic
production and storage at ambient temperatures. We know that, in order for any processor to
make good dairy products, good quality raw materials are essential.

A milk processor or handler will only be assured of the quality of raw milk if certain basic
quality tests are carried out at various stages of transportation of milk from the producer to the
processor and finally to the consumer.

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TECHNIQUES USED IN MILK TESTING AND QUALITY CONTROL

1. Milk sampling

Accurate sampling is the first pre-requisite for fair and just quality control system. Liquid milk in
cans and bulk tanks should be thoroughly mixed to disperse the milk fat before a milk sample is
taken for any chemical control tests.

2. Milk samples for chemical test

Milk samples for butterfat testing may be preserved with chemicals like Potassium dichromate.
Milk samples that have been kept cooling a refrigerator or ice-box must first be warmed in water
bath at 40 ºC, cooled to 20ºC, mixed and a sample then taken for butterfat determination. Other
preservative chemicals include Sodium acid at the rate of 0.08% and Bronopol used at the rate of
0.02%.

3. The Gerber Butterfat test

The fat content of milk and cream is the most important single factor in determining the price to
be paid for milk supplied by farmers in many countries. Also, in order to calculate the correct
amount of feed ration for high yielding dairy cows, it is important to know the butterfat
percentage as well as well as the yield of the milk produced. Butterfat tests are also done on milk

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and milk products in order to make accurate adjustments of the butterfat percentage in
standardized milk and milk products.

Apparatus for DF test:

• Gerber butyrometers, 0-6% or 0-8% BF

• Rubber stoppers for butyrometers
• 10.94- or 11-ml pipettes for milk
• 10 mls pippetes or dispensers for Gerber Acid
• 1 mls pippetes or dispensers for Amyl alcohol
• stands for butyrometers

Treatment of samples

Fresh milk at approximately 20ºC should be mixed well. Samples kept cool for some days should
be warmed to 40ºC, mixed gently and cooled to 20ºC before the testing.

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Procedure:

Add 10 mIs sulphuric acid to the butyrometer followed by 10.94 or 11 mls of well mixed milk.
Next add 1 ml of Amyl alcohol, insert stopper and shake the butyrometer carefully until the curd
dissolves and no white particles can be seen. Place the butyrometer in the water bath at 65ºC and
keep it there until a set is ready for centrifuging. The butyrometer must be placed in the
centrifuge with the stem (scale) pointing towards the center of the centrifuge.

Spin for 5 min. at ll00 rpm.

Remove the butyrometers from the centrifuge.

Put the butyrometers in a water bath maintained at 65ºC for 3 min. before taking the reading.
The fat column should be read from the lowest point of the meniscus of the interface of the acid-
fat to the 0-mark of the scale and read the butterfat percentage.

APPEARANCE OF THE TEST

The color of the fat column should be straw yellow.

The ends of the fat column should be clearly and sharply defined.

The fat column should be free from specks and sediment.

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The water just below the fat column should be perfectly clear.

The fat should be within the graduation.

The Lactometer test

Procedure:

Mix the milk sample gently and pour it gently into a measuring cylinder (300-500). Let the
Lactometer sink slowly into the milk. Read and record the last Lactometer degree (ºL) just above
the surface of the milk. If the temperature of the milk is different from the calibration
temperature (Calibration temperature may be=20 0C) of the lactometer, calculate the temperature
correction. For each ºC above the calibration temperature add 0.2ºL; for each ºC below
calibration temperature subtract 0.2 ºL from the recorded lactometer reading.

Sample Milk temperature Lactometer Correction True reading

reading
No.1 17 ºC 30.6 ºL - 0.6 ºL 30.0 ºL
No.2 20 ºC 30.0 ºL Nil 30.0 ºL
No.3 23 ºC 29.4 ºL + 0.6 ºL 30.0 ºL

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PASTURATION DEPARTMENT

Pasteurization

Pasteurization is the process of heating a liquid to below the boiling point to destroy

microorganisms. It was developed by Louis Pasteur in 1864.

Types of Pasteurization:
There are basically two methods of pasteurization in use today-
batch and continuous flow.

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In the batch process, a large quantity of milk is held in a heated vat at 65°C. for 30 minutes,
followed by quick cooling to about 4°C.

In the continuous flow process also known as HTST, for high temperature, short time, milk is
forced between metal plates or through pipes heated on the outside by hot water.

While flowing under pressure, the milk is held at 72°C. for at least 16 seconds.
Before being chilled back to 4°C. or cooler, it flows through a heat exchanger to
pre-warm cold milk just entering the system.

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The Purpose of Pasteurization

1. To increase milk safety for the consumer by destroying disease causing

microorganisms (pathogens) that may be present in milk.

2. To increase keeping the quality of milk products by destroying spoilage microorganisms and
enzymes that contribute to the reduced quality and shelf life of milk.

History of Pasteurization

The process of heating or boiling milk for health benefits has been recognized since the early
1800s and was used to reduce milk borne illness and mortality in infants in the late 1800s. As
society industrialized around the turn of the 20th century, increased milk production and
distribution led to outbreaks of milkborne diseases. Common milkborne illnesses during that
time were typhoid fever, scarlet fever, septic sore throat, diptheria, and diarrheal diseases. These
illnesses were virtually eliminated with the commercial implementation of pasteurization, in
combination with improved management practices on dairy farms. In 1938, milk products were
the source of 25% of all food and waterborne illnesses that were traced to sources, but now they
account for far less than 1% of all food and waterborne illnesses.

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Pasteurization conditions used for milk products.

Holding
Pasteurization Type Typical Product Typical Storage Temperature
Time
Batch, vat Milk Refrigerated 145°F (62.8°C) 30 min
Viscous products, or
products with more than
" " 150°F (65.6°C) 30 min
10% fat or added
sweetener
Egg nog, frozen dessert
" " 155°F (68.3°C) 30 min
mixes
Continuous, high
temperature short time Milk " 161°F (71.7°C) 15 sec
(HTST)
Viscous products, or
products with more than
" " 166°F (74.4°C) 15 sec
10% fat or added
sweetener
Egg nog, frozen dessert
" " 175°F (79.4°C) 25 sec
mixes
" " " 180°F (82.2°C) 15 sec
Continuous, higher heat
Milk " 191°F (88.3°C) 1 sec
shorter time (HHST)
" " " 194°F (90°C) 0.5 sec
" " " 201°F (93.8°C) 0.1 sec
" " " 204°F (96.2°C) 0.05 sec
" " " 212°F (100°C) 0.01 sec
Continuous, Ultra Refrigerated, 280°F
Milk and cream 2 sec
pasteurization extended storage (137.8°C)
Aseptic, ultra-high Room 275-302°F
Milk 4-15 sec
temperature (UHT) temperature (135-150°C)
240°F
Sterilization Canned products " 20 min
(115.6°C)

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Main product: -

1. Milk: -

Standardized milk 4.5 fat/ 8.5 snf

Toned milk 3.0 fat/ 8.5 snf
Double toned milk 1.5 fat/ 9.0 snf
Whole milk 6.0 fat/ 9.0 snf

MILK PRODUCTS

• GHEE
• ICE-CREAM
• LASSI
• MISTI-DAHI
• PEDA

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• PANNER
• SUDHA SPECIAL
• KALAKAND
• RASOGULLA
• GULAB JAMUN
• PLAIN-CURD
• LEDIKENI
• BALUSAHI

OBJECTIVES: -

To add the value to the procured raw milk

To provide the nutritive diet to the consumers

To preserve the milk for longer duration

To manage the flow of milk

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FUNCTION: -

• To produce the value-added milk products like Ghee, Butter, and Powder etc.

• To process the milk & allocate to various sections.

• To preserve the milk for longer duration.

• To manufacture milk powder to manage the excess liquid milk.

• To collect the milk available from various villages.

• To supply the excess liquidity milk to the needy expressive daries.

• To handle the chilling centers related activities.

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Milk flow process: -

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PACKING DEPARTMENT

PROCESS FLOW CHART FOR POUCH MILK PACKAGING

MILK RECEPTION IN CAN AND TANKERS

↓
INSPECTION ANDTESTING
↓
UNLODING THROUGH ONLINE STRAINERS
↓
CHILLING
↓
RAW MILK STORAGE TANK
↓
BALANCE TANK OF PASTEURIZER
↓
CLARIFICATION
↓
PASTURIZATION (76.C FOR 15 SECONDS)
↓
OUTLET MILK<6.C
↓
PASTEURIZED MILK STORAGE TANK SAMPLE & TESTING
↓
CHILLING
↓
MLK STORAGE TANK
↓
POUCH MAKING BALANCE TANK
↓
POUCH FILLING
↓
CRATING
↓
COLD STORAGE (<6.C)
↓
DESPACH TO VARIOUS PLACES

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PROCESS FLOW CHART OF PEDA PACKAGING

RAW MILK (FAT= 4.5%-4.6%, SNF = 8.6% - 8.7%)

↓
CONDENSING IN KHOA MACHINE To 40% T.S OR BOILLING AND SLOW
STIRRING AT 1-1.5 KG/CMTILL 68-72% T.S CONCENTRATION 19-20%
OF MILK TAKEN
↓
COOL KHOA MASS TO 60 c IN THE PAN
↓
ADD SUGAR (? Rd OF KHOA OR 50% MILK T.S) AND CARDMOM
POWDER,0.1G/Kg OF PEDA. MASS MIX THROUGHLY IN PLANETARY
MIXER
↓
TRANSFER PEDA MASS TO COLD ROOM. COOL TO 10-15 C
↓
SHAPE AND MOULDING TO STANDARD SIZE OF 12.5g EACH

s.no. COMPOSITION AMOUNT

1 MOIST 15-16%
2 FAT 19-20%
3 SUGAR 20-30%
4 SNF 30-34%

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PROCESS FLOW CHART FOR LASSI PACKAGING

RAW / PASTEURIZED MILK (FAT - 4.5%, SNF - 8.5%)

↓
HEATING TO 85 C THROUGH PHE OR IN MULTIPURPOSE VAT FOR 1-2 UNITS
↓
COOL TO 42 C IN JACKEDTED VAT
↓
ADD PURE CULTURE 0.1% AT MILK
↓
INCUBATE AT 42 C FOR 3 - 4 HOURS & CENTRAL MAXIMUM ACIDITY TO 0.5%
↓
BREAK THE CARD AND PLUNGER VIGOUROULY . RAISE THE TEMPERATURE TO 50 C
↓
ADD SUGAR AND 28% OF THE CURD AND WATER 40% OF THE CURD
↓
HOMOGENISE AT 150 -200 lbs PRESURE
↓
PASTEURISE AT 80% AND COOL AT 4 C QUICKLY
↓
STORE IN TANK AT 4 C
↓
PACK IN 200 ml POLY POUCHES
↓
STORE LASSI SACHETS AT < 4 C IN COLD STORAGE YIELD = 117 - 118%

COMPOSITION? FAT = 3.1 -3.2%

SNF = 6.0 – 6.2%

SUGAR = 14 – 15%

ACIDITY MAXIMUM = 0.7%

1137
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PROCESS FLOW CHART OF PANEER PRODUCTION

RAW PASRED MILK (FAT = 0.45 - 5.0 %, SNF = 8.5% )

↓
HEATING TO 85 C IN PANEER VAT
↓
COOLING TO 70 - 75 C
↓
ADD 1% - 2% CITRIC ACID SOLUTION
↓
BRING DOWN PRECIPITATE TO 5.3 - 5.4% GET CLEAR GREENISH WHITE PRECIPITATE
↓
ALLOW COAGULENE TO SETTLE MAINTAIN
↓
CONGULENE TEMPERATURE TO 70 C
↓
DRAIN WATER AFTER 10 MINUTES
↓
TRASFER COAGULEEN/CURD TO PANEER HOOP'S LINED WITH CLOTH , USE 10 Kg HOOGS
↓
PUT THE PANEER HOOPS UNDER 3.4 Kg/cm2 PRESSURE FOR 15-20 MINUTES.USE PANEER
PRESS
↓
TAKE OUT PANER BLOCKS AND DIP IN 4 C PASTEURISED CHILLED WATER FOR 2-3 HOURS IN
COLD STORAGE
↓
PRODUCT YEILD = 15 - 17%

S.
NO. COMPOSITION AMOUNT
1 FAT 58%
2 SNF 24-26%
3 MOIST 49-50%
1138
 39

MARKETING DEPARTMENT

The marketing is very broad concepts for the business. We can distinguish between social and a
Managerial definition of Marketing. A social definition saw the role Marketing plays in society.
One market said that Marketing’s role is to “Deliver a higher standard of living.” Here is a social
definition that serves our purpose Marketing is a societal process by which individuals and group
obtain of what they need and want through creating, offering and freely exchanging products and
services value with others. For Managerial definition, Marketing has often been described as “the
art of selling products”. Sudha dairy is having its goods reputation in the market because of its
best quality. Quality is the bench mark of Sudha dairy resulting in to raising the graph of
consumer demand and market. Federation transaction is ruling at federation decided prices, while
rest of pricing is independent to our union. Our union has also entered in export market, where
the price ruling is under the union control. Federation makes payment to the union on advance
bases or approximately within 10-15 days as per the requirement of union.

Purpose & scope: -

➢ To supply milk & milk products.

➢ To review customer requirement, resolving any requirements differing from established
norms.
➢ To meet customer requirement.

1139
 40

Responsibility & authority: -

➢ Sales coordination of liquid milk, Butter milk & flavored milk. Sales coordination of milk

products to various COMFED depots & their bulk parties.

➢ Sales coordination of milk products to Defense.

➢ Liasioning with Government & legal agencies as & when required.

➢ Liasioning with National Co-operative Dairy Federation of India Ltd (NCDFI).

1140
 41

Activities:

➢ Milk, Butter milk, flavored milk sales: the liquid milk is sold in pouches, in cans &
tankers. The pouch milk will be supplied as per the requirement of milk distributing
agents.

➢ The appointment of milk distributing agent

➢ In case of an individual customer, milk, butter milk, chilled water is given in union's cans
vessel against cash payment basis. Product sales within district including village co-
operative societies: - the demand for ghee, butter milk, chilled water etc, within the
district is being met by selling the products to the individual customer or institutional
customers. The sale may be done against cash payment or cheque or DD or credit sales
depending upon the party.

➢ Export orders

Advertisement

“Sudha Dairy” is do advertisement of its product many different ways, which are under ,

- Advertisement through News paper

- Advertisement through Board and Hoardings
- Advertisement through Posters
- Advertisement through Internet

1141
 42

SUPPLY CHAIN MANAGEMENT

Supply chain of the Sudha dairy (VIMUL) starts with the procurement of raw milk from the
farmers and then production of pasteurized milk and milk products till the finished products
reaches the consumers. The main component of supply chain is making or buys decision
outsourcing Purchasing, vendor selection, & information flow.

FINANCE DEPARTMENT

Finance Management is the part of the Managerial activity, which is concerned with planning,
and controlling of the firm’s financial resources. It is an applied branch of general management it
has to plan to organize and control the finance of the enterprise. Chief duties of financial
management are planning and control of corporate finance. Financial Management is called upon
to take three major decisions viz. Investment decision, financial decision, and dividend decision.
Financial Management involves the implementation of these three major decisions it is an
integral part of overall management rather than merely a staff activity concerned with fund
raising operations without sound management of financial resources, business cannot achieve its
objective and may occur heavy losses. Thus, financing management in charge of efficient
planning and control of the cycle of flow of funds inflow and outflow of funds.

1142
 43

Financial Planning

A firm needs to manage its resource effectively and efficiently to achieve its objective. The
managing of resources in an effective manner is possible only when the management work out
the future course of action in advance and take decision in professional manner and rational
manner that’s why financial planning is very important Financial planning is a statement
estimating the amount of capital and determining its composition. It includes;

➢ Determination the amount needed for implementing the business plans.

➢ The determination form and proportionate number of securities.
➢ Laying down the policies as to administration of financial plan.

Steps for Financial Planning: -

➢ Analysis of past performance

➢ Establishing objective
➢ Determine investment need
➢ Forecasting cash flow
➢ Financing

1143
 44

LIMITATION

The following limitations are found in Sudha Dairy, (VIMUL): -

1- Direct interaction with the company officials every time is little bit tough as they also had
their work to do as well due to their time constraints and hence primary data found to be
insufficient.

2. Due to the time provided by the organization to conduct our project was limited. It was

sufficient for us to collect more information about the topic.

3- Organization was not leak out their actual data/information, as it may be advantageous to the

competitors.

4- The time provided was insufficient to cover all the departments of the union.

1144
 45

5- Constraint of time due to busy schedule due of organizational personnel.

6- The personal interview was idealistic and informative.

7- It was not possible to go deep into the operation has some information were confidential.

8- I relayed on the same sensory perception and memory for the collection of data.

9- The employee did reply the question arises fully and effectively. This also affected my study.

10- Analysis and interpretation of the report is purely based on the manual provided by the

marketing department.

1145
 46

DISTRIBUTION SYSTEM AND STRATEGIES

Distribution system: -

The distribution mechanism of Bhagalpur dairy is unique. The Marketing of

milk id done by dairy itself.

The dairy vehicles take the milk from the dairy and directly distributed
them to the milk from the dairy and directly distributed them to the
parlour, retailers but the milk produces are sent to the retailers through
C/F agents who takes order from various retailers and then takes the
products from the dairy and distributes then to the parlour retailers. All
the orders are taken in cash payment or in bank drafts. To what system
may be shown like this.

Bhagalpur Dairy

↓
C/F Agents

↓
Parlour/Retailers

↓
Consumers

1146
 47

Distribution strategies: -

Concept of distribution: - The main function of the marketing is to place right product to the right
place at right, time. The distribution strategy is concerned with the product or service placement.

Broadly speaking the overall distribution strategy is concerned with two categories of issues
and decisions which need to be handled. These are-

-Management of marketing channel and

-The management of physical supplied.

Channel decisions refers to the managerial decisions or the selection of best routes or paths for
moving goods from the producer to consumer. Channel of distribution are concerned not only
with the physical distribution of goods but also with their promotion, selling and marketing
channel. The term channel of distribution is used to refer the various intermediaries who help
in moving the product from the producer to consumer. These intermediaries bear a verity of
names such as sole selling agent, marketers, Whole sellers, Distributors, Stockiest, Dealer,
Retailer etc. All such marketing intermediaries used by the producers to continue the
distribution channel.

According to PHILIP KOTLER

“Marketing channels are sets of interdependent organizations involved in the process of

marketing a product or service available for use or consumption.”
1147
 48

Importance of channel distribution-

Channel of distribution are the most powerful element among marketing mix elements. Many
products which are intrinsically sound died in their never found the right way to the market on
the other hand by developing a sound distribution network and handling aggressive
advertisement, campaigns a company can earn much for itself.

It plays a very important role in achieving the marketing objectives of a firm undoubtedly value
utility is created by the manufactures of the product or service but time and place utilities in
created of Distribution channel.

According to DRUCKER

“Both the market and Distribution channel are option more crucial than the product.” Why
marketing Intermediaries are used: -

Intermediaries normally achieve superior efficiency in making goods widely available and
essential to the target markets. Through their contacts, experiences, specialization and scale of
operations. Intermediaries usually after the firm more than it can achieve on its own.

1148
 49

EVOLUTION AND DEVELOPMENT OF MARKETING

CHANNELS:ECONOMIC AND BEHAVIOUR DIMENSIONS

Function of Middleman
The function of middleman in the marketing channel is to create utilize.
Place Utility
Carry things from the produced to place where they are needed.
Time Utility
Put the goods at the disposal of the consumers when they are needed.
Purpose & Importance of Distribution Channel
The justification of the middleman rests on specialized
skills in a variety ofactivities.
Transaction Costs
Transaction costs can be carried of at lower cost
through the distributionchannel than through direct exchange.
Process Efficiency
The intermediaries can increase the efficiency of exchange process.
Matching Segments
Given heterogenicity of demand and supply, the marketing
channels matchsegments of demand with segments of supply.
Structure of distribution Channel
The concept of functional spin-off is relevant to evaluate and
analyze changes in the distribution structure. Few of the hypothesis
founded on the functional spin-offconcept are:
1. A producer will spin off a marketing function
to a marketing intermediary(s) if the later can
perform the function more efficiently. Then he
will spin-off that sub-function to the latter.
2. If marketing intermediaries characterize an
industry, their naturewill be determined by the
mix of function and sub-functions spin-off.

1149
 50

3. The greater the market size is relation to

optimum scale size, (at each channel level), the
greater the number of channel numbers that will
come into being.
4. With a change in technology and the growth
of optimum scalesize, firms may be expected
to leave the channel if there is no
corresponding change in market size and
vice-versa.

The above institutional perspective of distribution channel

release heavily oneconomic concepts related to efficiency.
The other institutional perspective is to understand distribution
channel on behavioral standing of channel structure and performance.
The behavioral to be helpfulin explaining variations in structures.

Power Relationships
The Power is pervasive in the channel because each member is
dependent at leastto some extent, on the other. The concept of
dependency and commitment are key to power relationships in
marketing channels.

Concept of Conflict
The actions or behavior of output (major in terms of individual
goals) achievedby other.

Concept of Co-operation
The Co-operation stems from effort (joint action) and that
underlying this sectionis the exception of a balanced exchange.
The above concepts indicate that the marketing channel theory is
fragmented intotwo seemingly desperate disciplinary orientation: an
economic approach and a behavioral approach.

1150
 51

DISTRIBUTION CHANNEL PRACTISED AT BHAGALPUR DAIRY

In the Bhagalpur Dairy Marketing of milk and milk products

start before production. At first the marketing manager collets order and
demand from the customers and on the basis of demand they
communicate the production department for production of goods
according to the demand. Since its products may be risky. So, it is the
responsibility or the marketing department to get orders from the
customers or from their channel members and insure the production of
milk/product.
Bhagalpur Dairy is a co-operative sector so its raw material
(milk) comes from different societies, which are generally situated in
rural areas. And the collated milk is carried by the milk van (Tanker or
Jeep). The employees of quality control departments ensure and verified
their seal of packing and also about the quantity of milk and after that
they starts the process of quality aspects.

In case of milk and milk products retailer ask about their

demand to dealer anddealer informed the marketing division of dairy.

1151
 52

TYPES OF INTERMEDIARIES
The channel of Bhagalpur dairy is not so large dairy
used the following channel for marketing of the milk and the milk
product.

1152
 53

DIRECT SALES

It is not a general way of marketing of Bhagalpur Dairy but

sometime this method is used. Dairy sale the product/milk through
society on special demand at thetime of Lagan and Festivals.

RETAILERS

Milk parlour is the main selling point of Dairy’s products. In the parlour the availability of
refrigerator also be insured by the dairy, for making 24 Hrs. availability of milk and milk
products. In its original quality in the rural areas sale point or booth are functioning well.
For getting license for retailer ship interested party have to full fill some criteria and a fixed
amount.

DISTRIBUTOR

For the distribution milk certain routes has been selected.

Separate vans used for different routes for the distribution of milk. The
staff of Dairy unload the milk and at the same time they get an order from
the concern retailers, in case of milk products distributor of concern area
get demand of milk products and full fill the demand by their own
transport facility

MODE OF PAYMENT

In the whole marketing process the payment for milk and milk
products can bedown by-
- Cash
- Bank pay in slip
- Demand Draft.

CASH
Cash payment may be made by retailers along with cash pay in slip

1153
 54

duly in filled upin format. This cash pay slip can be used for milk as well
as other products also.

BANK-PAY-IN-SLIP
For this purpose, the retailer fills up printed slips. The bank pays in
slip contents partycode no. Details of products and quantity time and
date.

DEMAND DRAFT
It is the most popular and safety way of payment.

RECORDS MAINTENANCE
The main records that have to the maintained by marketing /
account section foraccounting of marketing operations are as-

A. DAIRY MILK DISTRIBUTION SHEET CUM GATE PASS

This is prepared rout wise separately for each morning and
evening for sale ofmilk and milk product.

B. MILK DELIVERY CHALLAN

Milk delivery challan given by marketing division of dairy to the transporter.

C. DAIRY MILK’S SAKE REGISTER

This is a crucial multipurpose record which is to be
maintained by the accountsection.

1154
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D. SUMMARY MILK SALE REGISTER

This registers some rises the milk sale activities of each month
and it maintainedthe daily figure and also the monthly figure.

DAIRY CRATES/CANS ACCOUNT REGISTER

As milk supply to the retailers is issued in plastic
crates. It becomes necessary to ensure that proper account is kept in this
regard. So, dairy maintains registerfor carets and cans. Samastipur
Dairy recently started the programme in which the retailers have to keep
their own carets which is given by dairy.

MILK PRODUCT SALE REGISTER

The counter clerk/marketing section on a milk product sale register
willrecord the detail of each milk products sales

1155
 56

1156
 57

OBJECTIVE OF THE STUDY:

1) To access probable volume of future sales.

2) Top study the features which will beneficial for the product in future.

3) The consumer complaints regarding quality, packing supply of the product.

4) To observe all techno non aspects prevalent in this market.

5) To analyze the base of consumer satisfaction and what type of measure should be taken

to increase it.

6) To analyze the consumer dissatisfaction and what remedies should be taken.

7) To remove the misconception almost dairy milk in consumers. To identified the

operational performance of the Sudha Dairy, Bhagalpur.

1157
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8) To examine the factors of affecting organizational performance.

9) Bring out the result of structure of the organization.

10) To identify market strength of the VIMUL through short term projections.

11) To know about the liquidity position of the VIMUL.

12) To know about efficiency of the working capital.

13) To study all the different bodies of the VIMUL.

14) To know the financial condition of VIMUL.

15) To know the compacted share of company product.

16) To know the consumer acceptance of purchase of product.

1158
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RESEARCH METHEDLOGY

The information collection process and methodology which I followed primary and secondary
both resources. In primary research, I collected data with the help of questionnaire & interview
method. I also used secondary sources of information including books, business journals,
websites and other such modes of information generation.

RESEARCH METHODOLOGY – USED

Marketing Research is a process of collecting and analyzing marketing and ultimately to arrival
at a certain conclusion Magadh Dairy Project (MDP) is a concern, which is marketing the
product having different brands. Thus, a survey method of marketing research is essentially
exploratory in nature. Thus, I opted from “Questionnaire” method for conductive survey about
the SWOT analysis of Sudha milk for Magadh Dairy Project (MDP).

DATA:

In this research I have used both the methods of data collection i.e. primary secondary. Primary
data is collected through questionnaire and secondary data is collected through in-house journals,
sales person, and dealers/retailer. The basic focus of the survey was to do SWOT analysis of
different brand of milk for Vikramshila Dugdh Utpadak Sahkari Sangh Ltd, Bhagalpur.

1159
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ANALYSIS OF MARKET SURVEY: -

No of respondents
160
140
120
100
80
60
No of respondents
40
20
0

INTERPRETATION:
THE ABOVE GRAPH INDICATES THAT THE AGE GROUP BETWEEN 20 TO 30 YEARS LESS ENJOYING
THE SUDHA PROJECTS COMPARE TO THE AGE GROUP OF 30 TO 40 YEARS IS MORE ENJOYING THE

SUDHA PRODUCTS(VIMUL).

1160
 61

What is the consumption pattern according to education label?

No of
Qualification respondents
a) Below 10th 10
b) 10th 21
c) 10+ 2 41
d) Graduate 68
e)P . G & + 10
Total 150
Average 30

No of respondents
160
140
120
100
80
60
40 No of respondents
20
0

1161
 62

60

50

40

30 NO. OF RESPONDENTS

20
PERCENTAGE OF
10 RESPONDENTS

INTERPRETATION:

In this survey it is prove that 36.6% is happy with the Sudha price & 33% is not happy with &
30% cannot change the price of Sudha product.

where do you purchase milk products regularity?

NO. OF PERCENTAGE OF
OPTION RESPONDENTS RESPONDENTS
SUDHA
BOOTH/PARLOUR 85 56.66%
HOME DELIVERY 30 20%
GENERAL STORE 35 23.33%

1162
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90
80
70
60
50
40
30 NO. OF RESPONDENTS
20
10
0 PERCENTAGE OF
RESPONDENTS

Which grade of SUDHA milk do you use?

OPTION NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

Sudha Gold 50 66.60%
Sudha Shakti 35 23.30%
Sudha Healthy 20 13.30%
Sudha Smart 15 10%
Sudha Lite 10 6.70%
Sudha Cow Milk 20 13.30%

1163
 64

INTERPRETATION

From the above analysis, it is clear that about 66.6% people uses Sudha gold for the purpose of
drinking, 23.3% opted Sudha shakti, 13% opted Sudha healthy in joint family & 13.3% uses for
tea.

60

50

40

Excellent
30
Good

20 Average
Below Average
10 Poor

INTERPRETATION

This survey of respondences according to the performance of the particulars services Sudha has
more verities & its taste is delicious, but the cost of the product should be decrease and the
delivery system should be easier.

1164
 65

what is the Sudha performance through mentioned particulars by questioning to the

outlet owners?

SUDHA / SCALE Excellent Good Average Below Average Poor

Sale of product 50 30 25 35 10
Supply 35 60 20 20 15
Profit 35 25 45 15 30
Schemes of Sudha 20 30 25 30 45

60

50

40
Sale of product
30 Supply
Profit
20
Schemes of sudha
10

0
Excellent Good Average Below Poor
Average

1165
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INTERPRETATION

The above survey Shows that sale of Sudha product is excellent and supply process is good but
the schemes of Sudha is not up to the mark. that is the reason the profit is very poor, so Sudha
should come with new schemes & incentives offer.

SWOT ANALYSIS

After a keen observation over the organization and various departments of VIMUL the following
strength, weakness, opportunity and threats are known.
STRENGTH
1. Own procurement of milk from different cooperative dairy.

2. No any dairy is as bigger in operating in its area of operation.

3. Distribution system
(a) Distribution of milk and its products from dairy.
(b) Thousands of outlets are scattered in the different local town and in adjacent town run by
retailers.

4. Many types of products as per ISO standard certified by ISO 9001, 2000.

5. Well connected with all India milk grid like other dairy of the country e.g. JHARKHAND,
DELHI as well as other parts of BIHAR.

1166
 67

6. The infrastructure of VIMUL is very much suited for the processing of the milk & thus assures
quality of milk.

7. Sudha dairy has a good product position in the market.

8. Sudha dairy maintains competitive pricing.

WEAKNESS

1. Procurement area sometimes goes into flood due its procurement of milk gets less/decreases.

2. Generally procurement areas are in Bihar.

3. Milk has been the part time business of agents of COMFED.

4. During the flush season VIMUL has to suffer losses due to availability of surplus milk.

5. The commission structure of the agents is less when compared to the paid by another dairy.

6. Low advertising.

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OPPORTUNITY

1. The existing information can be utilized for a longer capacity.

2. COMPFED is assumed with the availability of fresh milk throughout the year.

3.Consumer awareness over the products has been increasing over the year,
4.Sudha dairy has a good scope for its product diversification.

5.There is a gradual growth in the cities industries hotels by which VIMUL products can get a
good market.

THREATS

1. Day to day increase in the milk procurement.

2. Entering of MNC’s into dairy industry.

3. Inter dairy competition.

4. Unethical marketing practices of private brands.

1168
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5. Competitors pay their agents with a higher commission, which creates a threat to
VIMUL.

6. The overhead cost of competition is lower, compared to that of VIMUL.

SCOPE OF SUDHA(VIMUL) IN DAIRY INDUSTRY

SCOPE OF SUDHA DAIRY

Sudha is based on absolute ground level of marketing company was responsible for the dairy and
milk revolutionary in the late of 1940’s and the villagers and farmers from different regions of
Gujarat and bring the operation flood. Sudha has various products and has distinction of having
every possible dairy product in its product line. The secret behind Sudha’s success is the
constant innovation with superior quality in its products.

Sudha divides its strategic plan in 5 steps:

1) Mapping the market

2) A value identification

3) Segment the market /Audit

4) Understanding the actual customers

1169
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5) Also concentrate in Niche marketing

(1) Before starting the production Sudha locate the market of any place in India as well as
abroad. They spot out or highlight that portion of the market at which demand is
reasonable.

2) After mapping it, the second important step, there economical backup or response from the
customers counted on. The market strategy of Sudha is that they calculate the possible return
that may come from the product.

3) Segmentation of market is the main source of success for any high-profile business. A
company like Sudha cannot proceed for any production, they have to segment the market
properly & practically. After that their outcome will resemble with the expected one.

4) Almost the whole Indian market is dominated by Sudha. They are trying to capitalize,
before launching of any product by Sudha they must realize that what their potential
customers are expecting from them so, in this way Sudha company very much conscious
about their customer.

5) Niche marketing is another innovative outcome of latest concept and which adopted by
Sudha. To be successful in today’s competitive arced; a company must capture the minute or
small segment of any huge market. It orders to do that; the marketing structure of company
must be very choosy & intellectual. So that it can reach up to that small segment. By
capturing such segment Sudha is acquiring huge market.

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 71

CONCLUSION
CONCLUSION

1. Bhagalpur is very huge market of Sudha’s product and the main player of this product are:
• SUDHA
• NESTLE
• LOCAL PRODUCT
• AMUL

2. Among these brands the sale of Sudha’s is very high and it is

followed by Amul.

3. Sudha is top in the list among different brand in Bhagalpur.

4. Most of customer prefers Sudha’s product than other.

5. Share of Sudha is increasing very gradually and it is good sign for the Sudha company.

1171
 72

6. Sudha is not properly aware of the promotional activities regarding Product.

7. Due to electricity break down problem in Bhagalpur effects the Sudha’s product or

other’s product very much especially in summer seasons.

8. Best season for Sudha’s product is the time of festival like Durga puja, Deepawali, Eid,

bakrid, Holi.

9. In Bhagalpur the sale of Sudha’s milk, cheese, Dahi is very high because of marriage

ceremony.

10. In the month of May and June the school, colleges are usually closed in this period so, the

sale of Sudha Ice-cream is goes decreasing in this period.

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QUESTIONNAIRE OF CONSUMER SURVEY

S ERIAL N O . : ..........................................................................
N AME OF C ONSUMER : ......................................................................
A DDRESS : ..........................................................................
M OBILE N O . : .....................................................................
Email ID : …………………………………………………………

1: which age group enjoy the Sudha product more ?

No of
Age respondents
a)1 - 10 yrs.
B)10 - 20
yrs.
C)20 - 30
yrs.
D)30 - 40
yrs.
E)40 - 50 yrs.
F) Above 50
Total
Average

1173
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2. What is the consumption pattern according to education label?

No of
Qualification respondents
a) Below 10th
b) 10th
c) 10+ 2
d) Graduate
e)P . G & +
Total
Average

3. What is the consumption of Sudha products through service wise an

industry wise?

1)Service
a) Govt.
b) private
2)Business
a) Cottage industry
b) Small scale industry
c)Medium sale industry
TOTAL
AVERAGE

1174
 75

4.which products do you use regularly?

OPTIONS NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

MILK
LASSI
BUTER MILK
DOOHPEDA
GHEE
ALL
THEABOVE

5: Which milk producer company do you prefer?

Milk producer No. of

company respondents percentage
Raj milk
Sudha
Amrit
Milk man
Total

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 76

6: Which media make you aware about the milk producer company?

MEDIA No. of Respondents Percentage

a) Television
b) News paper
c) Relatives
d) Radio
TOTAL

7: What do you think about the prices of SUDHA products? Is it …?

PRICES NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

Reasonable
Moderate
Unreasonable

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 77

8: where do you purchase milk products regularity?

NO. OF PERCENTAGE OF
OPTION RESPONDENTS RESPONDENTS
SUDHA
BOOTH/PARLOUR
HOME DELIVERY
GENERAL STORE

9: Which grade of SUDHA milk do you use?

OPTION NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

Sudha Gold
Sudha Shakti
Sudha Healthy
Sudha Smart
Sudha Lite
Sudha Cow Milk

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 78

10: what is the exact Sudha performance through mentioned particulars by questioning to
customers?

Below
SUDHA/SCALE Excellent Good Average Average Poor
Multiple
Product
CRM
Price
Taste
Brand Value
Easy Access

11: what is the Sudha performance through mentioned particulars by questioning to the
outlet owners?

SUDHA / SCALE Excellent Good Average Below Average Poor

Sale of product
Supply
Profit
Schemes of Sudha

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Have you ever ordered any product from Sudha Dairy?

Yes No

Overall, how would you rate Sudha Dairy?

 Excellent
 Average
 Poor
 Terrible

How satisfied are you with your service from Sudha Dairy?

 Extremely satisfied
 Very satisfied
 Neutral
 Very dissatisfied
 Extremely dissatisfied

Would you recommend Sudha Dairy to a friend?

 Yes
 No

If no, why not?

_________________________________________

For your next product purchase, how likely are you to purchase from
Sudha Dairy?

 Very likely
 Somewhat likely
 Not sure
 Somewhat unlikely
 Very unlikely

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Which of the following modes did you use to place the LAST order for
any Sudha Product?

 Sudha Outlet
 Sudha Vendor
 Over the phone
 Others

What are the three main reasons you didn't purchase a product from
Sudha Dairy?

_____________________________________________

_____________________________________________

_____________________________________________

If you could change something about Sudha Dairy what would it be?

______________________________________________________________________

______________________________________________________________________

Are there any other comments you have for Sudha Dairy?
______________________________________________________________________

______________________________________________________________________

Signature of Consumer Signature of Surveyor.

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