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Summer Training Report
on
Consumer perception of the Marketing Mix of Sudha
Dairy products, Barauni
IIMT College Of Management
Greater Noida (U.P.)




SUBMITTED IN PARTIAL FULLFILMENT OF
MASTER IN BUSINESS ADMINISTRATION (MBA)
2012-2014
Submitted by
Suman kumar
Univ. Roll no.:-1271270089
Under the Guidance of

Mr. Rupesh Kumar Mr.RK Tomar
Asst. Marketing Manager Asst. Professor
DRMU, Barauni IIMT College of Management
(External Guide) (Internal guide)




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DECLARATION

I hereby declare that, the project entitled
Consumer perception of the Marketing Mix of Sudha Dairy products,
Barauni
Assigned to me for the partial fulfillment of MBA degree from MAHAMAYA
TECHNICAL UNIVERSITY, GREATER NOIDA (U.P.) 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.


Suman kumar
MBA 3
rd
SEM
University Roll No. 1271270089






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ACKNOWLEDGEMENT

Gratitude is the hardest of emotions to express and one often does not
find adequate words to convey what one feels and trying to express it
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.RUPESH KUMAR take this opportunity to thank all
those who have directly and indirectly inspired, directed and helped me towards
successful completion of project report on

Consumer perception of the Marketing Mix of Sudha Dairy
products, Barauni

I am also immensely indebted to my project guide NARESH SHARMA, for his
illumining observation, encouraging suggestions and constructive criticisms,
which have helped me in completing this research project successfully.

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 intended.

Suman kumar



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PREFACE

Summer 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 Consumer perception of the
Marketing Mix of Sudha Dairy products, Barauni

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






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INDEX

Contents Page no.
1) CHAPTER-1 09
INTRODUCTION TO DAIRY INDUSTRY 10-24
DAIRY INDUSTRY IN INDIA
SUDHA DAIRY COMPANY
Scope of Sudha in dairy industry
ORGANIZATIONAL STUDY OF BARAUNI DAIRY 25-55
Milk testing department
Pasturation department
Production department
Packing department
Marketing department
Finance department
SWOT analysis of BARAUNI dairy
2) CHAPTER -2 56
OBJECTIVES OF THE STUDY
3) CHAPTER-3 58
RESEARCH METHODOLOGY
4) CHAPTER-4 64
ANALYSIS AND INTERPRETATION
5) CHAPTER-5 76
FINDINGS
6) CHAPTER-6 78
CONCLUSION
7) CHAPTER-7 80
SUGGESTION & RECOMMENDATIONS
8) CHAPTER-8 82
LIMITATIONS
BIBLIOGRAPHY 84
ANNEXURE 86
Questionnaire
87


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CHAPTER-1

INTRODUCTION

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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.
India has the highest livestock population in the world with 50% of the buffaloes
and 20% of worlds cattle population. Most of these are milk cows and milk
buffaloes. Indias 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.
Milk is processed and marketed by 170 milk producers cooperative unions,
which federate into 15 state cooperative milk marketing federations. Prominent
states in producing dairy products are;

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Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra
Pradesh, Tamil- nadu and Karnataka.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.
These organized dairies have been successfully engaged in the routine
commercial production of pasteurized bottled milk and various Western and
Indian dairy products. With modern knowledge of the protection of milk during
transportation, it became possible to locate dairies where land was less
expensive and crops could be grown more economically.In India, the market milk
technology may be considered to have commenced in 1950, with the functioning
of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956
with the establishment of AMUL Dairy, Anand.
More than 2,445 million people economically active in agriculture in the world,
probably 2/3 or even more of them are wholly or partly dependent on livestock
farming. India is endowed with rich flora & Fauna & continues to be vital avenue
for employment and income generation, especially in rural areas. India, which
has 66% of economically active population, engaged in agriculture, derives 31%
of Gross Domestic Product GDP from agriculture. The share of livestock product
is estimated at 21% of total agricultural sector.
INDIAN DAIRY INDUSTRY (NDDB):-
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.



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Barauni Co-operative Milk Marketing Federation

Barauni Co-operative Milk Marketing Federation (DRMU) is India's largest food
products marketing organization. It is a state level apex body of milk co-operative
in Barauni which aims to provide remunerative returns to the farmers & also
serves the interest of consumers by providing quality products which are good
value for money.


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Barauni was one of the milk shed identified under `Operation flood I (OF-01)
for implementation of the programmed. A hundred thousand liters per day
capacity Feeder Balancing Dairy (FBD) and 100 MT per day Cattle Feed Plant
(CFP) were set up under this Programme.A corporation known as Bihar State
Dairy Corporation (BSDC) was formed in the year 1972 for speedy and effective
implementation of the operation flood Programme in the state. The Dairy
Corporation was to develop the Dairy Cooperatives both at the village level and
milk shed level on Anand Pattern and it was expected that the milk shed level
cooperative would take over the entire infrastructure created in due course.
The corporation positioned a multi disciplinary Procurement & inputs wing in
1975 after their recruitment and training a Spear Head Team (SHT) was deputed
from National Dairy Development Board (NDDB) from the same year for
helping the Corporation in-organizing and developing the Cooperatives through
the progress in the initial years was encouraging, the programme, for obvious
reasons could not achieve the goals for which it was established.
Subsequently, the State Government felt it worthwhile to request the National
Dairy Development Board (NDDB) for taking over the infrastructure created on
management basis. The National Dairy Development Board (NDDB) took
over the management to the infrastructure with effect form 1
st
October 1981
under the banner of Barauni Dairy Project (BDP).
PROGRSS OF BARAUNI DAIRY PROJECT: The National Dairy Development
Board (NDDB) immediately after taking over the project positioned an integrated
Spear Head Team (SHT) to restructure the milk procurement activities and also
for streamlining the work of the Feeder Balancing Dairy(FBD) and Cattle Feed
Plant(CFP). Under the management of NDDB the project had not only made
excellent progress but had been able to establish the fact that the Cooperatives
could function equally well in Bihar too and what is essential is the proper
atmosphere guidance.
Along with the organization of milk procurement activities and
management of both the plants Feeder Balancing Dairy(FBD) and Cattle
Feed Plant(CFP) on commercial lines, National Dairy Development Board
(NDDB) took special care to develop the Barauni Dairy Dugdh Utpadak Sahkari
Sangh Ltd. (BDDUSS), the milk shed level cooperative for taking over the
project once the National Dairy Development Board (NDDB) withdraws its
management. National Dairy Development Board (NDDB) handed over the
arrangements of Barauni Dairy Project (BDP) to Barauni Dairy Dugdh Utpadak
Sahkari Sangh Ltd.(BDDUSS) with effect from 1
st
July, 1998.

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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, Barauni
(Begusarai), Bokaro, Samastipur, Ranchi, Jamshedpur, Muzzafarpur and
Barauni.

The Sudha Diary of Bokaro district co-operative milk process societies limited
has 22 years back in the name of compfed. Sudha dairy is also approving by the
National Dairy Development board.

Any dairy industry has some important section as like:-
Milk reception section
Quality control section
Processing and packing section
Store keeping section
Marketing section
Administration section
Cleaning section


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VISION & MISSION


Vision

To creates a world class selling.


Mission


To refresh the world in mind, body and spirit.

o inspire moments of optimism through our brands and our action.

To create value and make a difference everywhere we engage.






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GOVERNMENT POLICIES
&
INCENTIVES

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Government policies related to DAIRY industries

The industrial development and regulation act of 1951 discouraged the
new entrants in the industry but now anyone can enter in the dairy industry
for their respective business.
Suitable price environment is created which is the main factor for the
growth of dairy industry.
Recently India has put a ban on import of Chinese dairy products.
The milk and milk products order was amended in 2003 and emphasized
on hygiene , quality and food safety of milk and milk products.
Adopting ISO certification & HACCP programmes.
GOVERNMENT INCENTIVES
The village level primary dairy cooperative societies are exempted from
payment of income tax.
However district and state level cooperatives are levied income tax @
35%
Union government has decided to provide subsidies to all cooperative milk
marketing institutions for switching over to natural vanilla as a flavored
ingredient in their various milk based products.
In yet another step towards fighting against inflation the govt. has
withdrawn export incentives on skimmed milk & other dairy products.
Benefits provided under Vishesh Krishi Gram Udyog Yojna (VKGUY) &
focus market scheme have been withdrawn for export of skimmed milk
products, casein (milk protein) & other milk products.

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Company Profile

Sudha has developed wide marketing network to increase its sell in the market.
Sudha is providing quality products to its customers and has gained very good
faith and is appraised very much by the consumers for its good quality products.
Though there are many types of products in the market, this Barauni Dairy is
mainly processes milk. Sometimes according to the need/demand curd, lassi,
misthi dahi, and paneer are also processed.
To sell its products, the firm has divided the whole Barauni district in two zones-
A) North Barauni zone &
B) South Barauni zone.
There are different distributors in these zones. Through these distributors product
is transferred to the 200 retailers and different 47 Sudha outlets and also some
other shops.
They provide directly to customer if they given a special order to marketing
section. They will take a advance order if any function is happening in future.
Function like marriage, government meeting, fair, or any party occasion.
Funds for outlet are provided from district administration.
Milk is supplying in some dist as Jahanabad, Aara, Aurangabad, and some part
of Nawada.
Per month net profit is 1-2 lakhs of Barauni unit, Barauni.
As a marketing point of view they will conduct a market survey in a interval of
every two month. Survey regarding to its new product development, availability of
product, price suitability, improvement in product, customer satisfaction, interest
of costumer in a particular product in a particular zone. Due to this they have a

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com-lined department they will receive complain from customer after that they
will consult directly to customer area from which they are belong, they will
conduct a special survey on that particular area. Or they will communicate by
phone. If customer have a problem regarding to supply of bad milk, then
organization will consult to that outlet or particular retailer. In a short way any
how Sudha dairy wants to his customer satisfaction, in a marketing point of view
this is a excellent marketing strategic plan. Because of this Sudha dairy has
monopoly in market. on the basis of market it has two seasons.
1
st
one is on season that means highly milk demanded season, because off
marriage time. The period of this season is April to June month and November to
January month. In this time production of milk is about 40,000 to 60,000 liters per
day, which is against the production capacity of Barauni dairy. Production
capacity of milk in Barauni dairy in approx 25,000 liter per day.
2
nd
one is off season that means regular milk demanded time. In this milk
production is approx 20,000 to 25,000 liter every day. During the time of season
they are facing scarcity of milk; because of this as time to time they are using
milk powder for balancing the demand and supply in market .I think this is good
marketing technique. I hope Sudha dairy will maintain his monopoly in future
also.



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INTRODUCTION OF SUDHA DAIRY
The Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) was
established in 1983 as the implementing agency of operational Flood programme
of dairy development on Anand pattern in Bihar.




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COMPFED
The Bihar state Co-operation Milk Producers Federation Ltd. Established in 1983
as the implementing agency of operation Flood programme of dairy development
on Anand Pattern in Bihar.
Area of operation: There are six districts level milk producers co-operative
unions affiliated to the milk Federation. These milk unions are covering twenty-six
districts and in five districts are begin covered by the federation. Different milk
unions which are organizing the DCS network in these districts are as follows.
1. Vishal Patlipura milk union, Patna:
Covering- Patna, Vaishali, Nalanda, Saran and Sheikhpura districts.
2. DR milk union Barauni:
Covering -Begusarai, Khagaria, Lakhisarai, and part of Patna districts.
3. Tirhut milk union Muzaffarpur:
Covering- Muzafferpur, Sitamarhi, Sheohar, East champaran, West
champaran, Siwan and Gopalganj.
4. Mithali milk union Samastipur:
Covering Samastipur, Darbhanga, and Madhubani districts.
5. Shahabad milk union Ara:
Covering-Bhojpur, Buxar, Kaimur and Rohtas districts.
6. Vikramshila milk union Bhagalpur:
Covering-Bhagalpur, Mugar, Banka and Jamui districts.

POP
(Point of Purchase)
1. On the Macro level-Mall, City Market.
2. On the Micro level-Retailers.
3. It is also called point of sale/purchase.
4. Main focus on the Market.
5. On high or, reasonable margins





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TOMA
(Top of mind Awareness)
1. Business
2. It is types of surveys are unaided and unaltered.
3. No help, hints or, business name offered to research respondents.
4. All answers recorded by respondents (18 or, over) & only one in a family.

OPERATION FLOOD

1. Operation flood is called white revolution.
2. Increase milk production.
3. Fair prices for consumers.
4Ps related to milk marketing
1. Product
2. Price
3. Place
4. Production
DIRECT MARKETING
Implement in 3 phases.

Phase-I (1970-1980)
1. Skimmed milk powder & Butter ail denoted by the European Union.
2. 1
st
phase 18 of Indians premier milk sheds with consumers in Indias major
metropolitan cities.
3. Completed in 1975 about 9 years 1970-1979 RS. 116 crores.

Phase-II(1981-1985)
1. 18-136 milk sheds and 42, 50,000 milk producers worded.
2. Milk powder production 22,000 tones.
3. 1, 40,000 tones increased in 1989.

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Phase-III(1985-1996)
1. 30,000 new dairy co-operations
2. 173 milk sheds picked.
3. 42,000 existing societies.

DSC Organizations And Memberships

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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SCOPE OF SUDHA IN DAIRY
INDUSTRY
Sudha is based on absolute ground level of marketing company was responsible
for the dairy and milk revolutionary in the late of 1940s 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 Sudhas 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
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 hat 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 todays competitive arced; a company
must capture the minute or small segment of any huge market. It order to do
that, the marketing structure of company must be very choosy & intellectual. So
that it can reach upto that small segment. By capturing such segment Sudha is
acquiring huge market.



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INDUSTRY OVERVIEW
EVOLUTION OF DAIRY INDUSTRY
Today much of the south faces the implications of sharply altered economic
policies, many of which focus on capital-intensive investment that largely serves
urban-sector requirements. In this context, it is imperative to find ways in which to
advance South-South technology transfer, particularly technologies that directly
improve the economic welfare and quality of life in rural areas. In this respect,
India was fortunate to have been the first country to gain independence from
colonial rule, In more than 40 years of independence, experiments have been
made w2ith a number of approaches towards deve3loping the dairy industry and,
as a consequence, it is possible that the Indian experience may hold lessons of
interest and use too many of those concerned with balanced and sustainable
developed. It should be made3 clear that Indias experience is by no means the
only one possible. While there is definitely something to share, much can also be
learned from the experience of others. One lesson is mandatory, however:
success in dairying, or in any other agricultural field, depends on ensuring that
control of the resources created remains with the producers.
An instrument of social and economic change, In India, dairying is recognized as
and instrument for social and economic development. The nations milk supply
comes from millions of small producers, dispersed throughout the rural areas.
These fr4amers maintain an average herd of one or two mulch animals,
comprising cows and buffaloes. The animals nutritional requirements are largely
met by agricultural waste and by-products (Gupta, 1987). Ample labour and a
small land base encourage farmers to practice dairying as and occupatio9n
subsidiary to agriculture. While income from crop production is seasonal, dairying
provides a stable, year-round income, which is an important economic incentive
for the small framer to take to dairying.
Milk production in India is dominated by small and marginal landholding framers
and by landless labourers who, in aggregate, won about 70 percent of the
national milch animal herd (Gupta, 1983).




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SCOPE FOR FOREIGN INVESTMENT:

India's dairy sector offers a good opportunity to NRI and foreign investors in and
around India. The region around India is a land of opportunity for foreign
investors looking for new and expanding markets. Growth prospects in the dairy
sector are bright. Key elements of free market system, raw material (milk)
availability, an established infrastructure of technology and supporting manpower
are in place. Among several areas of potential participation, India offers foreign
investors a well balanced package of fiscal incentives for exports and financial
investments. It includes complete tax exemptions and tax holiday. Foreign
investors have a wide choice in entering industrial, financial or service sector of
the dairy industry in the country. As we approach the last few years of the
century, it is appropriate to look back at what India's dairy Industry has achieved
as also look forward to the 21st century, its challenges and opportunities. Before
we look to the future, we should acknowledge the contributions of those who
have made possible today's self-sufficiency in India's milk production. Our bottom
line is our people. Value for us is the quality of life of millions of farm families.
TECHNICAL INPUTS AND MILK ENCHANCEMENT PROGRAMME
Various technical inputs to milk producers in a phases minor of milk production
enhancement programme and they are classified as follows.
1: SUPPLY OF MILK TO URBAN CONSUMERS
The dairy suppply 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 jahanabad
distt. And Nawada distt. And local market milk is sold both morning and evening

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through higher trucks with a view to make the milk availability in the major part of
the day at comparitively cheaper price.
2. PRODUCTION OF MILK PRODUCTS:
This is the only dairy manufacturing table butter in south 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. ARTIFICIAL INSEMINATION SERVICES:
The dairy having a sperm production center and is maintaining 20 murrah bulla
for semen every year it is running 140 artificial inseminations centers at various
society workers after giving training them in veterinary first in artificial
insemination. They have initiated action of strengthen the semen banks or
produce one lack tones of murrah semen every year from 1993 onwards murrah
bull breeding are also distributed to some of the societies where there is no
possibility of opening unions aid equipments medicines liquid nitrogen containers
and other co operative society on free of cost .This union is giving incentives to
the artificial insemination workers for each artificial insemination tones Rs. 3/-
and Rs 5/- for each confirmed pregnancy and Rs 12/- per each artificial
inseminations calf born. They are extending this facility o all societies where
vatenairy institutions are not there.
4. 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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5. PROVIDING INCENTIVE TO SOCIETIES:
The remain is provides a matching contribution of Rs 5000 to every society as a
contribution to its building testing equipments have been provided to the
societies after. Standardization on no profits no loss basis by the union.
6. 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 MANGER


ASSISTANT MANAGER

TECHNICAL OFFICER
MILK PROCUREMENT OFFICER
FODDER DEVELOPMENT OFFICER
EXECUTIVE MANAGER (HEAD OF BRANCH DAIRY)


PROCESSING MARKETING EMPLOYEE


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BARAUNI DAIRY ORGANIGATOIN STRUCTURE

K.K. SHARMA (EXCUTIVE. OFFICER)

A.K PANDEY (MANAGEMENT REPRESENTATIVE/ FINANCE DEPARTMENT)

SANTOSH KUMAR (MARKETING DEP.)

J. RAI ( MARKETING ASST)

NITISH GOSHWAMI (JR. MARKETING OFFICER)

JOB ON CONTRACT: BRAJ BHUSHAN KR. NIRALA (COMPUTER IN CHARGE)

RAJU (COMPUTER OPERATOR)

SUDAM (SERVICE BOY)




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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.
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.


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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 C, cooled to 20C, 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 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 mls pipettes for milk
10 mls pipettes or dispensers for Gerber Acid
1 ml pipettes or dispensers for Amyl alcohol
stands for butyrometers
Treatment of samples
Fresh milk at approximately 20C should be mixed well. Samples kept cool for
some days should be warmed to 40C, mixed gently and cooled to 20C 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 65C 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 centre 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 65C 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.
The water just below the fat column should be perfectly clear.
The fat should be within the graduation.





34 | P a g e


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 (L) 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 C above the
calibration temperature add 0.2L; for each C below calibration temperature
subtract 0.2 L from the recorded lactometer reading.
Sample Milk temperature Lactometer
reading
Correction True reading
No.1 17 C 30.6 L - 0.6 L 30.0 L
No.2 20 C 30.0 L Nil 30.0 L
No.3 23 C 29.4 L + 0.6 L 30.0 L

PASTURATION DEPARTMENT













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

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 72C. For at
least 16 seconds. Before being chilled back to 4C. or cooler, it
flows through a heat exchanger to pre-warm cold milk just
entering the system.

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 contributes to the reduced quality and shelf
life of milk.

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



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PRODUCTIOM DEPARTMENT


Production dept. plays a vital role in the industry. In this dept. difference kind of
dept. kinds of milk products are prepared from their raw material. It is called as
input output process of the product. Meaning of PRODUCTION is simply that To
use material which is not in form to use but through systematically process- it
converts into finish products which can be use. The dept handles various
processes as RMRD, Processing, and Pouch Filling & Sterilized Flavored Milk.
For processing the milk, we have old and new process facility with different
capacities. The milk is passed through pasteurization, cream pasteurization
transferred to milk storage tank and cream storage tank, same procedure for new
process capacity. For pouch filling, various packing limits are available as per the
market requirement after standardizing the milk at the required Fat & SNF %.
Current pouch filling capacity is sufficient enough to provide for market demand.
As per the requirement from the market, SFM bottles are being filled and
dispatch from the plant. As per the standards required for SFM batch, the
pasteurized milk is being standardized and taken in the lot of 1200 liters batch,
sugar and approved Colors are being added to complete the bottle filling. Daily
inward of milk, pasteurization and standardization of milk, pouch filling and
dispatch and SFM bottle filling and dispatch records are being maintained at this
level.



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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

TYPES OF MILK
SUDHA GOLD
SUDHA SHAKTI
SUDHA HEALTHY
SUDHA SMART
SUDHA LITE
SUDHA COW MILK


MILK PRODUCTS
GHEE
ICE-CREAM
LASSI
MISTI-DAHI PEDA .

39 | P a g e



PANNER
SUDHA SPECIAL
KALAKAND
RASOGULLA
GULABJAMUN
PLAIN-CURD
LEDIKENI
BALUSAHI
NEW PRODUCT LAUNCHES


40 | P a g e







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





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 handled 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


43 | P a g e

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%

44 | P a g e

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%

45 | P a g e


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%


46 | P a g e


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 Marketings 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 being 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 as 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.


47 | P a g e

Responsibility & authority:-

Sales coordination of liquid milk, Butter milk & flavored milk. Sales
coordination of milk products to various COMPFED 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).




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




48 | P a g e







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


SUPPLY CHAIN MANAGEMENT

Supply chain of the Sudha dairy 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.


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0
100
200
300
400
500
600
700
800
900
1987-88 1997-98 2003-04 2006-07 2010-11 2011-12
Series 1

50 | P a g e

Sudha Product Rate Chart

S.No. Particular Pack Size Consumer
Pr.
1 Tonned Milk 1000 ml 30.00
2. Tonned Milk 500ml. 15.00
3. Standard Milk 1000ml. 40.00
4. Standard Milk 500ml. 20.00
5. Dtn. Milk 1000ml 20.00
6. M. Dahi 100gm. 9.00
7. Lassi 200ml 12.00
8. Ghee 500gm 170.00
9. Peda 250gm 44.00
10. Butter 500gm 140.00
11 Butter 100gm 28.00
12. Buter 50gm 15.00
13. Paneer 200gm 48.00
14. Kalakand 100gm 24.00
15. Gulabjhamun 100gm 32.00
16. Rasgulla 100gm 29.00
17. Surbati (Special) 100gm 22.00
18. Milk cake 250gm
55.00

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FINANCE DEPARTMENT
Finance Management is the part of the Managerial activity, which is concerned
with planning, and controlling of the firms 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.
Structure of Finance Management
Chairman
Managing Directors
General Manager
Deputy General Manager
Assistant General Manager
Senior Manager
Managers
Deputy Manager
Assistant Manager
Sr. Executive
Executive
Asst. Executive
Jr. Executive
Sr. Assistant
Assistant
Jr. Assistant
Clerk

52 | P a g e

Process of Finance & Account

The accounting function covering mainly in Patna office and plant, there are
some centers as like Barauni plant, Samastipur plant etc are performed by the
Accounts Department at Patna head office of Sudha dairy. All the purchase and
sales for Sudha dairy are executed from the Patna head office centrally. The
purpose and scope of Account process are Management of Financial resource of
the union accurate and timely payment to societies and supplies, maintain proper
books of the union and advise COMPFED dairys management of the
performance of the union based on accounting records, finance process includes
the accounting functions of payables, Receivable, Cash Management, Asset
Management, and General Accounting & Reporting functions including
Budgeting. It also covers Costing activities performed at Sudha dairy. The Audit
Budgeting and Costing process are performed by the internal Audit department in
closeness with Accounts Department.

Financial Planning

A firm needs to manage its resource effectively and efficiently to achieve its
objective. The managing of resources in an a 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 thats 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 amount of securities.
Laying down the policies as to administration of financial plan.



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Steps for Financial Planning:-

Analysis of past performance
Establishing objective
Determine investment need
Forecasting cash flow
Financing


DRMU Dairy, Barauni
Balance Sheet
1 Apr. 2011 to 31
st
March 2012




Liabilities

Assets
Capital Account 3,62,68,969.45 Fixed Assets 2,24,51,495.68


Loan(Liability) 1,45,26,354.19 Investment 1,75,91,151.009


Current Liabilities 94,66,849.89 Current Assets 2,66,97,906.83


Branch/Division 1,47,19,053.03 Profit &Loss a/c 82,40,673,05






Total

7,49,81,226.56
Total

7,49,81,226.56



54 | P a g e






55 | P a g e


SWOT ANALYSIS

After a keen observation over the organization and various departments of
COMPFED the following strength, weakness, opportunity and threats are know:
STRENGTH
Own procurement of milk from different cooperative society.
No any dairy is as bigger in its area of operation.
Well connected with all INDIA milk grids like other dairy of the country.
The infrastructure of Compfed is very much suited for the processing of
the milk.
Weakness
Procurement area sometimes goes in to flood.
Milk is as the part-time business of agents of Compfed.
Low advertisement.
Opportunity
The existing information can be utilized for a longer capacity.
Compfed is assumed with the availability of fresh milk through out the year.
Consumer awareness over the products has been increasing over the year.
Good scope for diversification.
Threats
Competitors like AMUL.
Overhead cost of competition is lower compared to that of Compfed.




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CHAPTER-2

OBJECTIVES OF THE STUDY

57 | P a g e






OBJECTIVES OF THE STUDY


1. To understand the product mix of Sudha Dairy and their contribution to sale.
2. To know which other brands the consumer may consider other than Sudha.
3. To analyze which media is more effective with the consumers.
4. To know Customers perception about Sudha price.
5. To understand which type of retail outlet preferred by the consumers.
6. To analyze which sub-brand is more liked by consumers.









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CHAPTER 3


RESEARCH
METHODOLOGY


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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.
Meaning of research
Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on
a specific topic.
Marketing research
According to American marketing association (AMA) Marketing Research
is
A systematic gathering, recording and analyzing of data about
problems relating of the marketing of goods and services.
In short, marketing research provides the requisite information for making
marketing decisions.

Role of research in marketing
The following are the major areas in which research plays a key role in making
effective decision. Marketing research has become very crucial in taking sound
marketing decisions. It involves proves of systematic collections compilation,
analysis and interpretation of relevant data for marketing decisions.

Research design
Research design is the plan, structure and strategy of investigation conceived so
as to obtain answers to research questions and to control variance.

Data collection
The information needed to further proceeds in the project has been collected
through primary data and secondary data.

Sources of data
(a) Primary data- primary data are the fresh data collected for the first time by
designing open samples by the organization. These data are very much crucial
for the management and it assists the management in decision making and
analyzing any problem pertaining to the management. It is directly collected from
the correspondence.

Primary data sources

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Following are the several methods of collecting primary data:
1. Observation method
2. Interview method
3. Questionnaire method
4. Through schedules
5. Other methods which include:-
Warranty cards
Distributors audits
Pantry audits
Consumer panels
(b) Secondary data: any data which have been gathered earlier by other
organization and which have been already processed.
The major advantages of these data
It is economical and easy to get.
It helps in accessing the problem of the organization prior to the collection
of primary data.
The limitations of secondary data are:-
Data fitness are not up to the mark i.e. There is variation in the unit of
measurement because time gap, different sample size, different sample design
etc.

Secondary data sources
Books, magazines, websites of the company, sales executives, sales
representatives, distributors, sales man and other worker of the company and
annual sales report of the company.

Sampling
It plays a vital role in carry out any marketing research study. It is the backbone
of marketing research. A company interested introducing a new style of
packaging of its product would be interested in knowing the reaction its
customers- a study of which would require the selection of some type of samples.
Types of sample design:
Probability sampling
1. Simple random sampling.
2. Systematic random sampling
3. Stratified random sampling
4. Cluster sampling
Non probablity sampling:
1. Convenience sampling
2. Judgmental sampling
3. Quota sampling
4. Snowball sampling




61 | P a g e

Limitations

Although the study has been with proper care, certain shortcomings could not be
Ruled out which are beyond the reach of researchers control.
(a) limitation of time: in a short span of 6 weeks the whole universe cant be
taken into
Consideration for the study which of course would have given more accurate
result
(b) limitation of sample size: since a limited number of customer/respondents
and Dealers/retailers were selected from the assign but the whole, so the result
to be affected.
(c) biased information: in some case biased information was received from
Respondents. Also at times misleading responses were given. So, in any case
market Study is not an exact science. It relates to response given by the
customer/ respondents as against the questions pertaining to their behaviors and
reference, and hence this being the universal deficiency of market research.
Research methodology - used
Marketing research is a process of collecting and analyzing marketing and
ultimately to arrival at a certain conclusion Barauni dairy project (DRMU) 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 Barauni dairy project (DRMU).
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 patna dairy
project,
Patna.

Sampling Method:
Judgmental sampling:
The samples were on judgment and convenience. A sample size of
100respondents was taken. The sampling unit was customer of Patna for which
this sample size as considered a fair representative of the mentioned is. The
sample consisted ofdealers /retailers spread over the entire area of the
distributor. For analysis & interpretation of data the research used

No. Of Respondent Percentage =-------------------------------------------- X 100
Total no. Of respondents

62 | P a g e

Profile of the respondents
Sub-Sampling profile:-
1) The age profile of the respondents was as under



INTERPRETATION: The above graph indicates that the age of respondents
varies from 5 to 60 years. Most of the respondents are of the age group of 30 to
40 years.
0
20
40
60
80
100
120
140
160
No. of
respondents

63 | P a g e


2) The education profile of the respondent was as under


INTERPRETATION: The above graph shows that educated person are more
enjoying the SUDHA products compare to the illiterate persons so company can
give more emphasis on brand awareness programmers.


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

64 | P a g e




CHAPTER 4

ANALYSIS AND
INTERPRETATION





65 | P a g e

ANALYSIS OF MARKET SURVEY :-
We did survey in several areas of BARAUNI AREAS ARE:-

1: Which products do you use regularly?
Products No. of respondents

Percentage
Milk 45

30
Lassi 18

12
Butter 33

22
Peda 24

16
Ghee 17

11
All products 13

9
Total 150

100




66 | P a g e



INTERPRETATION: From the above analysis it is clear that about 30% of the
respondents prefer milk ,12% opted for lassi ,22% prefer butter milk ,16% prefer
doodh peda and remaining 11% prefers ghee , 9% of respondents prefer all the
above.

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

67 | P a g e


2. Which milk producer company do you prefer?
Name of the milk No of respondents
Percentage
Raj milk 20 13
Sudha 55 36.6
Amrit 25 16.6
local Milk man 50 33.33
Total 150 100




INTERPRETATION: The survey defines that milk man is a good competitor of
Sudha dairy in Barauni area so Sudha should try to improve their management
qualities.
0
20
40
60
80
100
120
140
160
No. of
respondents
percentage of
respondents

68 | P a g e


3. Though which media you became aware about the milk producer
company (Sudha)?
Media type No. of respondents
Percentage
Television 45 30
News paper 45 30
Radio 25 16.66
other sources 35 23.34
Total 150 100



INTERPRETATION: This survey shows that 30% of the respondents became
aware of milk Producer Company through both TV & newspaper but 20.32%
aware from the relatives.

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

69 | P a g e

4. What do you think about the prices of SUDHA products, Is it?
Options No. of respondents
Percentage
Reasonable 55 36.66
Moderate 45 30
unreasonable 50 33.33
Total 150 100




INTERPRETATION: In this survey it is prove that 36.6% is happy with the Sudha
price & 33% is not happy with & 30% find the price of Sudha products to be ok.

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

70 | P a g e

5. Where do you purchase milk products regularly?
Milk producer company No. of respondents Percentage
Sudha booth/Parlour 85 56.66
Home delivery 30 20
General store 35 23.33
Total 150 100




INTERPRETATION: The above graph shows that 58% people buy Sudha
products from booth/ parlour. 20% people buy through home delivery& 22% buy
from general store , Thus supply through booths should be given importance and
company should open more booth for customers.

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

71 | P a g e

6. Which sub-brand of SUDHA milk do you use?
Sudha Products No. of respondents

Percentage of
respondents
Sudha gold 50 66.6
Sudha sakti 35 23.3
Sudha Healthy 20 13.3
Sudha smart 15 10
Sudha lite 10 6.7
Sudha Cow milk 20 13.3
Total 150 100


INTERPRETATION: Over 66% use Sudha gold, around23% use Sudha Sakti,
around 30% use Sudha healthy. While the use of Sudha Smart, Sudha Lite and
Cow milk are 10%, 6.6%, 13.3% respectively.

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

72 | P a g e

7. How do you find the taste of Sudha?
Options No. of respondents Percentage
Excellent 63 42
Good 57 38
Average 19 12.7
Below Average 7 4.7
Poor 4 2.6
Total 150 100



INTERPRETATION: 42% of the users found a taste of Sudha to be excellent,
30% found to be good and only 12.7% found it to be average, while 4.7% found it
below average and 2.6% found to be poor.

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

73 | P a g e

8. Are this Sudha product available on time?
Options No. of respondents Percentage
Almost always 97 64.66
Most of the time 33 22
Some times 13 8.66
Never 7 4.67
Total 150 100



INTERPRETATION: 64.66% respondents always use the Sudha products, 22%
respondents most of the time uses it, 8.66% uses it sometimes and 4.67%
respondents never use the products of Sudha.


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

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9. What do you think about brand of Sudha?




INTERPRETATION: 59.33% respondents said the Sudha products are of
excellent quality, 18% respondents said it good,10% said it is average,7.33%
said below average and 5.34% said the products of Sudha is below average.

0
20
40
60
80
100
120
140
160
No. of
respondents
Percentage of
respondents
Response No. of respondents Percentage
Excellent 89 59.33%
Good 27 18%
Average 15 10%
Below average 11 7.33%
Poor 8 5.34%
Total 150 100%

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10. Does Sudha have sufficient verities of products?
Response No. of respondents Percentage
Sufficient 76 50.66%
Ok 54 36%
Less than requirement 16 10.66%
Not sufficient 4 26.67%
Total 150 100%




INTERPRETATION: 50.66% respondents said the verities of Sudha products are
sufficient, 36% said it is ok, 10.66% said it is less than requirement and rest
26.67 % people said the verities are not sufficient.

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

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CHAPTER 5





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FINDINGS
1. From the above analysis it is clear that about 30% of the respondents
prefer milk ,12% opted for lassi ,22% prefer butter milk ,16% prefer
doodh peda and remaining 11% prefers ghee , 9% of respondents
prefer all the above.
2. The survey defines that milk man is a good competitor of Sudha dairy in
Barauni area so Sudha should try to improve their management
qualities.
3. This survey shows that 30% of the respondents became aware of milk
Producer Company through both TV & newspaper but 20.32% aware
from the relatives.
4. In this survey it is prove that 36.6% is happy with the Sudha price &
33% is not happy with & 30% find the price of Sudha products to be ok.
5. The above graph shows that 58% people buy Sudha products from
booth/ parlour. 20% people buy through home delivery& 22% buy from
general store , Thus supply through booths should be given importance
and company should open more booth for customers.
6. Over 66% use Sudha gold, around23% use Sudha Sakti, around 30%
use Sudha healthy. While the use of Sudha Smart, Sudha Lite and Cow
milk are 10%, 6.6%, 13.3% respectively.
7. 42% of the users found a taste of Sudha to be excellent, 30% found to
be good and only 12.7% found it to be average, while 4.7% found it
below average and 2.6% found to be poor.
8. 64.66% respondents always use the Sudha products, 22% respondents
most of the time uses it, 8.66% uses it sometimes and 4.67%
respondents never use the products of Sudha.
9. 59.33% respondents said the Sudha products are of excellent quality,
18% respondents said it good,10% said it is average,7.33% said below
average and 5.34% said the products of Sudha is below average.
10. 50.66% respondents said the verities of Sudha products are
sufficient, 36% said it is ok, 10.66% said it is less than requirement and
rest 26.67 % people said the verities are not sufficient.

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CHAPTER 6



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CONCLUSIONS

Bihar is very huge market of Sudhas product and it is the main player.
Most of customer prefers Sudha is product than other.
Sudha is top in the list of different brand in Barauni.
Best season for Sudha product is the time of festival like Durga puja,
Deepawali, ID, and Marriage ceremony.
In the month of May and June the school, colleges are usually closed in
this period so, the sale Sudha ice-cream is goes decreasing in this period.




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CHAPTER-7



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MY SUGGESTIONS
&
RECOMENDATION


1. Company should try to attract customer buying from local milkman as almost
30% respondents still prefer them
2. Company should try to sale Ghee, Peda and Lassi to the Customers who are
buying only milk.
3. Company should try to change the perception of customer who say that the
price is unreasonable.
4. Company should try to increase the distribution through general store as it will
be reduce of the cost as maintaining Sudha booths.
5. Timely availability needs improvement as almost 20% are not satisfied.
6. Try to develop loyal relationship with consumers.






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CHAPTER 8




LIMITATIONS OF
RESEARCH

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LIMITATIONS OF RESEARCH

Due to the time provided by the organization to conduct our project was
limited.
Organization was not leak out their actual data/information, as it may be
advantageous to the competitors.
The time provided was insufficient to cover all the departments of the
union.
Constraint of time due to busy schedule due of organization personnel.
It was not possible to go deep into the operation has some information
were confidential.
The employee did reply the question arises fully and effectively. This also
affected my study.
Analysis and interpretation of the report is purely based the manual
provided by the marketing department.






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BIBLIOGRAPHY



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Website of Sudha Dairy :
www.compfed.co.in
www.baraunidairy.org
Report of Health an Nutrition Department by Government of India.
Annual report of COMPFED
Marketing Management Book:-By R.L.Varshney
COMPFED Booklet
Journal of COMPFED



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ANNEXURE





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QUESTIONNAIRE OF CONSUMER SURVEY
SERIAL NO. :...................................................................
NAME OF CONSUMER :...
ADDRESS :
MOBILE NO. :....................................................................
Email ID :


1. Which Products do you use regularly?

Products No. of respondents

Percentage
Milk


Lassi


Butter


Peda


Ghee


All products


Total









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2. Which milk producer company do you prefer?

Name of the milk No. of respondents
Percentage
Raj milk


Sudha


Amrit


local Milk man


Total





3. Though which media make you aware about the milk producer
company?

Media type
No. of
respondents


Percentage
Television


News paper


Radio


other sources


Total







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4. What do you think about the prices of SUDHA products, Is it?

Options No. of respondents

Percentage
Reasonable
Moderate
unreasonable
Total



5. Where do you purchase milk products regularly?

Milk producer company No. of respondents percentage
Sudha booth/Parlors
Home delivery
General store
Total





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6. Which sub-brand of SUDHA milk do you use?

Sudha Products No. of respondents Percentage
Sudha gold
Sudha sakti
Sudha Healthy
Sudha smart
Sudha lite
Sudha Cow milk
Total


7. How do you find the taste of Sudha?

Options No. of respondents Percentage
Excellent
Good
Average
Below Average
Poor
Total





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8. Are this Sudha product available on time?

Options No. of respondents Percentage
Almost always
Most of the time
Some times
Never
Total



9. What do you think about brand of Sudha?













Options No. of respondents Percentage
Excellent
Good
Average
Below average
Poor
Total

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10. Does Sudha have sufficient verities of products?
Options No. of respondents Percentage
Sufficient
Ok
Less than requirement
Not sufficient
Total








SIGNATURE OF CONSUMER SIGNATURE OF SURVEYOR












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