PREFACE

The professional training is the internal part of a PGDM programme. It helps

the students understand practical aspects of Business Management in a better way
as a part of my PGDM programme at parul Institute of Management. I was
supposed to work with the organization for a period of
‘six weeks.’

I was required to undertake a detailed study of the activities of Baroda Dairy

as a whole and its department viz. Production, Marketing, Finance, and Human
Resource Department etc. It helped me to apply theoretical knowledge into
practical experience, working with all kinds of perishable commodities. Looking at
Baroda Dairy it has one of the modern plants with latest equipments and the best
personnel.

Having milk as a major product, it has various by-products, which also has a
bigger share in the total production. People have total faith in Baroda Dairy
products and it has highest quality control norms, duly certified with ISO 9001-
2000. Baroda Dairy products have become most popular and preferred by people.

To be a post graduate in diploma management is a matter of pride because

we are in a field, which helps us to develop from a normal human being into a
disciplined, and dedicated professional. One has to be a good learner to sharper
knowledge in the particular field to achieve and attain the desired goals and
heights. I conducted a research to gain an understanding about the Availability of
Baroda dairy’s milk. To find the per person consumption of the Baroda Dairy and
Sugam products, I used research questionnaires as the research and data
collection tools. The responses were collected from 150 respondents area in
(Partapnagar, tarsali & manjhalpur) Baroda. I had learned lot during my summer
training project at Baroda dairy, and I hope this will be helpful and useful to both
Baroda Dairy and me also in future.

Page | 1
 ACKNOWLEDGEMENT

I have been able to prepare my report successfully and I acknowledge a

special thanks to all those people without whose support it was impossible for me
to make the project report. It has been an enriching experience for me to undergo
my summer training at ‘Baroda Dairy’ which would have not been possible without
the goodwill and support of the people around.

I would hereby take this opportunity to show my gratitude towards all my

mentors for what I have learnt during my training. A good response, feedback and
co-operation given by whole staff helped me in gaining knowledge and solving my
queries. I convey my sincere thanks to all the officials of Baroda Dairy.

I would like to thank to Mr. Ravindra Mathur (Managing Director) for giving
me this opportunity to work at Baroda Dairy. I am also thankful to Mr. K.M.Joshi
(General Manager), I am also thankful to Mr. A. P. Jagani (Senior Officer
Marketing Department) and also to Mr. Alok Desai (Training Officer) for guiding me
and supporting me in giving complete and comprehensive data required for my
project work. Finally I am thankful to all Baroda Dairy’s Family.

I am also extremely thankful to our PGDM Program Management for giving

me this opportunity which will be helpful for me in my career ahead. I express my
sincere thanks to our Director Dr. N.K.Kapur and faculty guide Mr. Aniruddh Tambe
who had guide to me throughout my training.

Page | 2
 DECLARATION

I, ABHIAHEK SINGH CHOUHAN, hereby declare that the report on

“Summer Training” entitled “AVAILABILITY OF BARODA DAIRY’S MILK IN
AREA (Partap Nagar,Tarsali and Manjalpur) Baroda ” is a result of my own
work and indebtedness to other work publications, if any, have been duly
acknowledged.

Place: Vadodara (Signature)

Date: Abhishek Singh Chouhan

Page | 3
 EXECUTIVE SUMMARY

The report consists of the details on Baroda District Co-operative Milk

Producers Union Ltd. It is a co-operative society. The main aim of it is the welfare
of the society by providing quality milk to its consumers at an affordable price.

It has various functional departments such as the Production, Human

Resource, Finance, Marketing, Purchase and Stores, Quality Assurance, Dispatch
and Logistics. A detail study of all these departments have been made so as to get
a clear view of the working of each of them.

In addition to it a survey on the ‘Availability of Baroda Dairy’s Milk’ has been

done in the area (Partapnagar,Tarsali and Manjhalpur) baroda. This survey is
useful for the company to know the status of availability of Amul milk in Area
(Partapnagar,Tarsali and Manjalpur)Baroda. This will enable the company to take
appropriate action as needed to increase as well as to retain its customers in the
market. The survey has been analyzed by presenting it in the form of graphs and
tables and based on it the interpretations have been made. The graphs and tables
have been interpreted and based on it the results and findings have been made.
Lastly the conclusions as well as the suggestions where necessary have been
made.

Page | 4
INTRODUCTION

Traditionally Dairy was a subsidiary occupation of the farmer. However, the

contribution of the farmer’s income was not prominent as it was from farming. But
this attachment to dairy was keep as tradition handed down from one generation to
the next.

Baroda District lies in the centre of Gujarat, a state of Western India, well-
known for co-operative dairying. Baroda District co-operative Milk Producers’ union
Ltd. Is the full name of Baroda dairy. As the name suggests that it is a co-operative
union. The company is engaged in the production of milk, flavored milk, butter and
ghee, butter milk. The company also produces a wide variety of ice-cream,
shrikhand, and many sweets through Sugam unit, a subsidiary of Baroda dairy.

The plant is situated in Makarpura area, in the center of the city. The plants
of Baroda dairy are fully equipped with latest technology and modern facilities.
Baroda dairy always work for welfare of society.

Page | 5
FOUNDATION OF DAIRY

With the view to relieve the milk producer from the exploitation by the private
vendors, and to give a remunerative price for their milk and to supply good quality
of milk to the citizen of Baroda city, the milk union was established on 24th
December, 1957.

The milk union got guidance and help in all respect from the Neighboring
milk union of "Amul" especially from the Founder Chairman of "Amul", Shri T.K.
Patel and then the general manager,Dr.V.Kurien who supported and guided the
Baroda Milk Union. Thisunion has strong leadership of Shri Maganbhai Patel,
Founder Chairman and Shri Jashvantlal Shah, Deputy Minister in the then state of
Bombay. Under their dynamic leadership the foundation stone of this union was
laid.

First six milk co-operative societies became founder members of this union
from where the milk was brought for distribution, but, in the absence of adequate
facilities for chilling and pasteurization it was thought best to postpone the rural
milk collection. In turn, pasteurized hygienic milk from Amul Milk Union was brought
for distribution to the consumers of the Baroda city.

The foundation stone of 50,000 LPD Dairy Plant was laid on 24thAugust
1962, by Shri T.K. Patel, the Doyen of the Co-operative Dairy Movement in
Gujarat. In the year 1963-64 milk distribution through 21Distribution centers was
started in an organized way.

In the year 1964-65, the union started its milk procurement from 120 milk
co-operative societies. The dairy plant commissioned on25th April, 1965, was
inaugurated by Shri Morarjibhai Desai, the then Finance Minister, Government of
India. Under the milk distribution system, pasteurized milk in the bottles was
supplied to the city consumers. The bottling plant was set by UNICEF in
collaboration with CARE to supply the reconstitutes milk to school children on
matching contribution basis.

Page | 6
VISION AND MISSION STATEMENT

Baroda dairy is a co-operative society and it is not just a profit motive unit
but to serve the society. The main mission of the Baroda dairy is to assure and
safe guard the interest of the both nominal consumer of milk in city area and
supplier of rural areas. Moreover it also help farmers by buying milk from them and
giving them a good amount of monetary incentives to make them satisfied. And for
this the Baroda dairy deals accordingly to provide the best quality products at a
reasonable price to their customer.

ACHIEVEMENTS

• SUGAM’ unit of Baroda dairy received “Jamanalal Bajaj Award” in the

year 1994 for the best Mgt.

• In 1998, to remain as a ‘Market Leader’ in this competitive World,

Baroda dairy has acquired the ISO 9002 & HACCP 9000 certificate.

• In 1998, vice president, Shri Krishna Kant Awarded Baroda dairy by

presenting “National Productivity Award” for its production &
development.

• In 2001, Baroda productivity council organized “Good Housekeeping

Competition” in which the Bodily Unit of Baroda dairy won the prize.

• In 2002, Baroda dairy received certificate from “Gujarat Safety

Council” for the various safety measures adopted at all the units.

• In 2003, Baroda dairy received ISO 14001 certificate under its

environmental policy.

• Highly automated plan for manufacturing GULAB JAMUN,

SHRIKHAND and PENDA unique in India “Sugam” brand

• Second in horticulture

• Received 2nd prize for minimum accidents among drug,

pharmaceutical, food and dairy industries.

Page | 7
QUALITY POLICY OF BARODA DAIRY

Baroda Dairy firmly believes to provide Milk and Milk products of quality to
give total consumer satisfaction. In order to achieve this objective, Baroda Dairy
has implemented Quality and Food safety Management Systems since May 2000.
The dairy is certified for ISO 9001:2000 and HACCP by SAI Global, which is a
wholly owned subsidiary of Standards Australia International Ltd.

The implemented systems emphasize on ensuring and maintaining quality

and Food safety at all stage of procurement, Production, Packaging, Storage and
Distribution of Milk and Milk Products. The quality of food additives, packaging
material and utilities system of Food safety is based on the internationally
recognized Codex Standards.

Both the Quality and Food safety Management Systems are audited every
six months by SAI Global to ensure the continuity and adequacy. The product
quality and safety is ensured at every stage of operation and does not merely relay
on final product testing. There is a system in place to identify and assess the risk at
every stage of product manufacturing, packaging storage and distribution.
Appropriate control measures are implemented at the identified stage to eliminate
the possible cause of risk. This ensures the quality and food safety at every stage.

The Dairy is always starving for understanding the needs and expectations
of its valued customers. The customers’ expectations and perceptions are reflected
in new development and or improvements

A high level of plant and personnel hygiene and housekeeping is maintained

to avoid any cross contamination. The housekeeping audits are conducted
periodically and employees are motivated to participate in good Housekeeping
Competitions.

Baroda Dairy continually makes efforts for conservation of energy and waste
reduction. Employees are encouraged and motivated for their direct involvement
and teamwork for achievement of objectives like reduction in water consumption,
electricity consumption, fuel consumption etc.

Baroda Dairy now, looks forward to implement ISO-14001:1996

Environmental management System with the objective to prevent pollution and
protect environment through proper Management and control of its activities,
products and services.

Page | 8
PRESENT PROFILE
UNIT NAME:-

Baroda District Co-operative Milk Producers Union Ltd. (BDCMPL),

Baroda Dairy.

FORM OF ORGANIZATION:-

Co-operative Sector

ESTABLISHMENT YEAR:-

24th December 1957

Rg. No.:- D 4/57.

REGISTERD OFFICE:-

Baroda District Co-operative Milk Producers Union Ltd., Baroda

Dairy.

Opp.O.N.G.C. Regional office,

Makarpura Road, Vadodara-390009.

Phone: - 0265-2641066

TOTAL UNITS:-

1. Baroda Dairy – Baroda

2. Sugam Unit – Baroda

3. Cattle Feed Factory – Itola

4. Milk Chilling Center – Bodeli

5. Veterinary Sub Unit – Savli

6. Veterinary Sub Unit – Dabhoi

Page | 9
SIZE OF THE UNIT:-
Large Scale Industry

MEN POWER:-
1853

CHAIRMAN:-
Shri Narendra Mukhi

VICE-CHAIRMAN:-

Shri Satishbhai patel

MANAGING DIRECTOR:-

Shri Ravindra Mathur

AUDITOR:-

ShriRamesh M Patel

FUTURE EXPANSION PLAN

Baroda Dairy, run by Baroda District Milk Cooperative Union, is all set to
venture into manufacturing of tomato ketchup. The dairy has decided to take up a
green field project for setting up a tomato ketchup manufacturing facility in central
Gujarat. The dairy also plans to market theproduct at a later stage.

Baroda dairy is currently giving final touches to the project report. According
to top officials of the dairy, the proposed plant will come up in the Bodeli area.
Around Rs 7-8 crore would be required to set up the new unit, for which the dairy
has already acquired land. "Bodeli is an ideal location for such a plant as its
surrounding area such as ChhotaUdepur, Pavijetpur and Sankeda grow tomatoes

Page | 10
on a large scale. Tomatoes will be procured from these areas, according to the
dairy officials.

PRESENT PRODUCTS MIX:-

Baroda Dairy is a unique place processing several products from the basic raw-
material i.e. Milk, These products are as under and are immensely popular in and
around city of Baroda.

• Milk

1. Amul Gold
2. Amul Shakti
3. Amul Slilm & Trim
4. Amul Cow’s Milk

• Butter Milk

1. Goras
2. Jeera Chhas

• Flavoured Milk

1. Elaichi

2. Kesar

3. Mango

• Butter

1. Table Butter

2. White Butter

• Ghee

1. Surbhi

Page | 11
 2. Amul

• Rajwadi Kadhi

BARODA DAIRY’S ORGANISZATION STRUCTURE

Page | 12
Overall organizational culture

The organizational culture of Baroda Dairy is the greatest innovation factor for
employees. All the employees work here as family members. All departments are
highly co-related through which information reaches easily and especially to all
levels. Here the discipline is maintained, so that the employees at all levels have
respect for each other.

Page | 13
INTRODUCTION:-

People have endless wants & to satisfy these wants they need various goods &
services. The production Department produces these various goods. The main
function of production department is to convert raw materials into finished goods by
processing them & creating utility out of them. Production dept has to first of all
estimate the demand & accordingly production must be done for which
arrangement for raw materials, finance & provision for selling it has to be made.
Thus production dept is interrelated with the personnel, finance, marketing
department.

ACTIVITIES OF PRODUCTION DEPARTMENT:

 There are mainly five (5) activities done by the Production Department. They
are as follows:

1. Raw Material Receiving Dock

2. Pasteurization

3. Standardization

4. Homogenization

5. Pouch packing Section

Baroda Dairy has set up a modern plant for the production process. It has
established its plant in a modern high tech style which functions nearly 80%
automatically.

Page | 14
INTRODUCTION:-

For the success of any organization employees are the base. Thus it
is very essential for the organization to manage and satisfy the employees
of the organization in each and every aspect. Thus HR department in the
organisation can be compared with the heart in the human body. It is a very
important part of every organisation to survive in today’s stuff competition.
Thus it is always recommended that an organization must have an Human
Resource Department in order to cater the needs and wants of the
employees which ultimately helps to achieve the organizational overall
objectives.

The major functions of “Human Resource Department” are

recruitment, selection, training & development, welfare activity, performance
appraisal, maintaining personal records, grievance handling, wages & salary
& many more things. Thus the above functions should be performed so
effectively and efficiently that helps to accomplish the goal of the
organization.

The main function of the HR Department is to implement effective

training and development programme so that the employees can gain the
competitive skills which results for the accomplishment of the organisation’s
goal.

Page | 15
INTRODUCTION:-

The first & foremost requirement of any business is finance. Finance is

required in each & every stage of the business. Business is nothing but a process
of making money through money. So to make money you need money. It can be
acquired through various sources. The finance dept. has to deal with not only the
procurement of finance but also with the proper utilization of it. Finance is the basic
requirement for purchase of assets, production of goods, marketing, selling, etc.
The finance department take the decision regarding financial matters. Thus, we
can say that finance dept. is one of the most important dept.

SOURCE OF FINANCE:
Baroda dairy does not raise finance for short term as all the requirement for
short-term finance are fulfilled by the internal sources (i.e. reserves & surplus).
Mostly, finance is raised from long-term sources of finance. All the requirement of
finance is fulfilled either by issuing equity shares or by taking loan from “National
Dairy Development Board”. The repayment of loan is done in equal installments,
the amount is pre decided. Generally, 6% interest is charged on the amt. of loan.

CAPITAL STRUCTURE:
Capital structure of an organization refers to procurement of capital. Capital
structure including all the financial. Thus capital structures of an organization show
(NOK) or through which sources rose.

Baroda dairy is a co-operative society and its shares are out listed in stock
exchange. However the shares are purchased by the milk societies who are easily
become its members. These societies are not paid dividend but get prices
difference.

Page | 16
INTRODUCTION:-

Every organization whether big or small needs to have a marketing

department. Marketing department serves as an important part of an organization,
which bring revenue in the business. It depends mostly on the marketing
department as to how to sell the final products & creates demand for it. Baroda
dairy is having a strong and full fledged marketing department where all the
functions related to marketing are performed. As a part of marketing strategy
Baroda Dairy has increased its Morning milk centers, full time centers, and
franchisees.

ORGANIZATION STRUCTURE OF MARKETING DEPARTMENT

Page | 17
PRODUCT PLANNING

At Baroda Dairy, the market division set up a team which surveys and
researches into the need of the customers. When Baroda dairy launches any new
product it questions consumers that what they require in their product. Baroda
dairy also researches about its new introduced product

MARKETING RESEARCH:-

Marketing research may be defined as scientific & controlled process

of gathering non-routine information regarding the product & its market condition. It
helps the Mgt. to solve many problems.

Page | 18
 Marketing research concentrates on the study of products planning &
development, pricing policies, effectiveness of personal selling, advertising & sales
promotion, distribution system, marketing strategies, market competition, buying
behavior & attitude of consumer.

TARGET MARKET:-

The whole city of Baroda is the target market for Baroda dairy. Also the
town of Baroda city is the target market for the Baroda dairy. Baroda dairy’s milk
and its products are very popular among people of Baroda which made BARODA
DAIRY a “MARKET LEADER”

MARKET SHARE:-

Baroda dairy has 80% market share. It is market leader. It is due to the
quality and variety of milk & milk products which are sold at reasonable price.

ADVERTISING:-

It can be defined as “any paid form of non-personal presentation &

promotion of ideas, goods & services by an identified sponsored. It is a means for
mass communication and an impersonal salesmanship for mass selling.”

Advertising is a major promotional tool. It has following strengths as

a promotional tool:-

1. It offers a planned & controlled massage.

2. It can influence many people / prospects at a low cost.
3. It can reach to the prospects that can not be approach easily by
salesman.

Page | 19
 4. It assists in the introduction of a new product in the market.

Baroda dairy does not have to advertise on a large scale for its products
because most of the people are aware of the products produced by the dairy. In
fact, the products are of daily used and they are so popular that there is little need
for advertisement.

The different media used for advertisement by the Baroda dairy are:-
1. News paper(local)
2. Radio
3. Road side hoardings, bottom line advertisement on television.

CHANNEL OF DISTRIBUTION:-

One level distribution system is managed at Baroda dairy for all the products
excepted ghee. A one-level channel contains one selling intermediary, such as
retailer. Products like milk, flavored milk, curd, rajwadi kadhi, chhas etc. One level
system is maintained where there is only a retailer between the manufactured and
the final consumer.

Manufacturer

Retailer

Consumer

The durability of milk is only for 72 hrs. So the distribution has to be such
that milk is delivered to the final consumer before it gets spoiled. Hence, there is
only one mediator between the manufacturer & the final consumer.

The distribution system at Baroda dairy is very systematic. The vans take
their particular routs & deliver the crates to the morning centres. While returning,

Page | 20
these vans deliver the milk to the FTC and collect the empty crates from the
morning centres.

PRICING POLICY:-

“Price” may be defined as the value of product expressed in the monetary

terms which a consumer pay or expected to pay in exchange and anticipation of
the expected or offered utility. Therefore, we can say “price is a link between the
consumer and organisation”. As the main objective of Baroda dairy is not profit
maximisation, so it sets reasonable price for its products. It considers the interest
both the parties. i.e. the suppliers of milk and the consumers currently, all over
India the price of milk is fixed by the NDDB (National Dairy Development Board)

EXPORT:-

The products produced at Baroda dairy are not exported to other countries.
The products of SUGAM unit are Exports to countries likeUSA, SINGEAPORE,
JAPAN, AUSTRALIA, KUWAIT, BATLERIN, DUBAI and ABUDHABI.

Inventory Management System

In Baroda dairy, the store department uses the FIFO method. I.e. First In
First Out method of inventory management.

Purchase Procedure

Baroda Dairy’s main raw material is milk. The purchase department has only
to pick up just 10% of other raw material. The purchase procedure is as under:

1. First of all respective department heads find out their need and get it
approve
Page | 21
 by the managing director.

2. Then they contact the stores department.

3. After this they send an indent to the purchase department.

4. The purchase department then asks for quotation from the suppliers.

5. After the quotations are received will then be selected.

6. The least cost giving suppler will then be selected.

7. Then take the approval and give the authority to the supplier who gets
the quotation passed.

8. Then just let the finance department will make the payment the supplier
after the delivery of goods.

Centralized V/S. Decentralized Stores

In Baroda dairy, the stores department is a centralized one. A single management

runs it. Here the all 4 stores are directed and guided by a single manager.
 Material coding system
In Baroda dairy, code no is given to product or item, and that number
recognizes them only. E.g. 04002008
In this number 04 is common number.
002 are sub item number.
008 is the item number.

 Material handling within store

Page | 22
 There are two types of method for material handling in the store
department
1. Technical method
The technical method consists chain hoist, chain trolley etc.
2. Manual method
The manual method consists of truck, trolley and three wheel trolleys.

 Receipt procedure
The receipt procedure is as follow:
1. Requirement from the concerned department.
2. Indent raising
3. Inquiry by purchase department
4. Comparative statement and approval
5. Purchase order
6. Material Supplied
7. Invoice in stores
8. Material Inspection
9. GRC goods receipt Inspection report
10. Copy sent to purchase department for rejection or acceptation.

 Issue procedure

The issue procedure is as follows :

1. Stock requisition note from the concerned department

2. Signed by the officer of stores

3. Issue of the material to the concerned department

 Minimum Inventory

The equation of the minimum inventory is,

Page | 23
 Minimum inventory = routine usage * 25 days lead time

Activities of Dispatch Department

All information given by General Manager of Marketing Department and Assistant
Manger of dispatch department, all activities carried out under their supervision i.e.
order of milk and milk products are dispatched as per the order of customers and
retailer and all records of dispatch are kept in dispatch register and computer.

Modes of Dispatch and logistics

In dispatch department the work is divided in 3 shifts

1. Morning

Page | 24
 2. Afternoon
3. Evening

 Sources of Mode of Transportation

There are trucks, tempos, insulated vans, three wheeler tempos are used to deliver
the milk and the milk products. In morning there are tempos, which work on cash `n
carry business and afternoon onwards there are trucks for the same type of
business.

ABOUT THE INDUSTRY

THE DAIRY INDUSTRY

Traditionally dairy was a subsidiary occupation of farmers. However, the
contribution to the farmer’s income was not as prominent as it was farming. But the
attachment to dairying was kept as a tradition handed down from one generation to
next.

The milk yield from animals, which were maintained mainly on the product of
the farm, was decidedly low. That together, with lack of facilities to market, even
little produced, rendered the scientific practice of animal husbandry irrational as
well as unaffordable. The return of investment as well as prospects of being able to

Page | 25
market the product looked very bleak, since marketing & distribution for milk was
controlled by private trader and middlemen.

India has largest population of cattle in the world with 137 million cows and
125 million buffaloes. Presently, these are 81,033 village dairy co-operative across
the country. The co-operative societies are federation into 172 distribution milk
producers unions, which in turn have 23 state co-operative dairy federations.

Farm on insignificant 20,000 liters per day of milk being processed in 1951,
the organized sector is presently handling some 20 million liters per day over 400
dairy plants.

One of the world’s largest liquid milk plants located in Delhi, handling over
80,000 liters per day. Mother dairy at the same time in India, first automatic dairy
plant with capacity of 1 million liters per day.

Though National Dairy Development Board and its members is largest

producer of Milk and Milk derivatives in India, there are other players in this field in
private sector. Broadly defining this private sector of dairy industry one has to
consider geographical vastness of our country and hence in private sector though
there are several players only handfuls are worth mentioning.

On hand multinational like Nestle is operating in the field of milk derivatives

and not involved in milk production whereas other player Britannia Industries
produce milk and supplies to private dairies and in to co-operative dairies too,
however had Vijaya Dairy in Karnataka and Mahananda Dairy in Maharashtra are
name to be reckon with.

NATIONAL DAIRY DEVELOPMENT BOARD:

The National Dairy Development Board (NDDB) was founded to replace

exploitation with empowerment, tradition with modernity, stagnation with growth,
transforming dairying into an instrument for the development of India’s rural

Page | 26
transforming dairying into an instrument for the development of India’s rural people.
Prior to NDDB the milk market was vastly governed by local private dairy and these
dairies were neither producing milk nor they were animal breeders and hence law
of demand and supply was unheard by those whose intentions were purely to
make more money form both the sides – that is form producers of milk (marginal
farmers and animal breeder) and consumer at large. Establishment of NDDB broke
that spell and traders were side lined in due course.

The National Dairy Development Board was created in promote, finance and
support producer-owned and controlled organizations. NDDB’s efforts are co-
operative principles and the Anand Pattern of Co-operation.

The NDDB was created in 1965, fulfilling the desire of the then Prime
Minister of India – the late Lal Bahadur Shatri – to extend the success of the Kaira
Co-operative Milk Producers union (Amul) to other parts of India.

That success combined the wisdom and energy of farmers with professional
management to successfully capture liquid milk and milk product markets while
supporting farmer investment with inputs and services.

NDDB began its operations with the mission of making dairying a vehicle to
a better future for millions of grassroots milk producers. The mission achieved
thrust and direction with the launching of “Operation Flood”, a programme
extending over 26 years and which used World Bank loan to finance India’s
emergence as the world’s largest milk producing nation. Operation Flood’s third
phase was completed in 1996 and has to its credit a number of significant
achievements.

As on March 2001, India’s 96,000 dairy co-operatives integrated through a

three tier co-operative structure – “The Anand Pattern”, owned by more than ten
million farmers, procure an average of 16.5 million liters of milk every day. The milk
is processed and marketed by 170 milk producers’ co-operative unions which, in
turn, own 15 state co-operative milk marketing federations.

Page | 27
 Since its inception, the Dairy Board has planned and spearheaded India’s
dairy programmes by placing dairy development in the hands of milk producers
and the professionals they employ to manage their co-operatives. In addition,
NDDB also promotes other commodity-based co-operatives, allied industries and
veterinary biological on an intensive and nation-wide basis. Dr. (Ms) Amrita Patel
serves as the Chairman of NDDB; Dr. Varghese Kurien was the founder Chairman.

Mother Dairy, Delhi and Fruit & Vegetable Project, Delhi set up by NDDB in
1974 and 1986 respectively were merged to form M other Dairy Fruit & Vegetable
Limited (MD F & V) in April 2000.

INTRODUCTION:
Product Profile:
Milk
Sr. No. Brand Name Fat SNF Price Price Price
(500 ml) (5 ltr) (200ml)

1 Amul Gold 6.00 9.00 Rs 14.00 Rs 140

2 Amul Shakti 4.50 8.50 Rs 13.00 Rs 130
3 Amul Cow’s Milk 3.50 8.50 Rs 12.00 Rs 05
4 Amul Slim & Trim 1.50 9.00 Rs 10.50

GHEE

Page | 28
Sr. No. Type of Ghee Brand Name Quantity Price

1 Ghee of Mix Milk Surbhi 500 ml Rs 130/-

2 Ghee of Mix Milk Surbhi 15 liters Rs. 3900/-

3 Ghee of Cow’s milk Surbhi 200 ml Rs 55/-

4 Ghee of Cow’s milk Surbhi 500 ml Rs 134/-

5 Ghee of Cow’s milk Surbhi 15 liters Rs 4050/-

Butter
Sr. No. Type Quantity
1 Table Butter 100 gm
2 White Butter 500 gm

Flavored Milk

Sr. No. PACKING QUANTITY PRICE

1 Bottle 200 ml Rs 12.00
2 Pouch 200 ml Rs 07.00

Butter Milk
Sr. No. Type Quantity Price
1 Goras (Simple Chaas) 500 gm Rs 05.50
2 Goras (Simple Chaas) 5 liters Rs 55.00
3 Jira Chaas 200 gm Rs 03.00
4 Masala Chaas 200 gm Rs 03.00

Rajwadi Kadhi

Sr. No. PACKING QUANTITY PRICE

1 Pouch 500 ml Rs 07.00

Curd

Page | 29
Sr. No. PACKING QUANTITY PRICE
1 Pouch 200 ml Rs 07.00

Page | 30
Background of the study

Many multinational companies have been endeavoring for their existence in

milk business due to liberalized world market arrangements. Our union has started
sales of liquid milk under “AMUL” brand which has highest sales of milk and milk
products in Asia. This has maintained national and international standard for
quality and consumers affinity. These high standard milk and milk products
manufactured economically using modern technology, are made available timely to
consumers.

We have presented our different category liquid milk brand under AMUL
brand like AMUL GOLD, AMUL SHAKTI, AMUL COW MILK AND AMUL SLIM
TRIM in local market which has been accepted by our consumers. We have
increased our sale due to good quality of our products and customer centric
attitude.

There is unhealthy competition in pouch milk from other unorganized private

milk vendors, even though we have increased our sale in liquid milk. During the
year we have sold liters of milk per day. We have increased remarkably the sale of
flavored milk by 13%, Jira Chhas by 14% Ghee 5%, Sugam Masti Dahi 38%.

The customers who join us with accreditation should get information about
our quality products, for that we welcome consumers’ awareness and students of
different school from district urban women customers under the program women
have visited to our union under tourism year.

It is important consumer should get milk and milk products at one place,
timely and easily. For that union has started many new parlors during the year.
Besides this union has also started morning centers and also full time centers
across the city and taluka places to serve the consumers for milk and milk
products. The consumer using the product is a part of our business, so we shall
endeavor to strengthen our market system. This will be fruitful for our business
development. And hence a survey to know the “Availability” of Baroda Dairy’s milk
has been undertaken.

Page | 31
Importance of the study

To the organization:

 To know the Satisfaction level of people about the Availability of Baroda

Dairy’s milk.
 To formulate future marketing strategies in a region to increase the profit
 To know the purchasing pattern of milk among the consumers in the area of
pratapnagar, tarsali and manjalpur.
 Provides factual data for business decision.
 Helps the organization to take managerial decisions.
 Helps the organization to retain the customers in the market.

 Provides information on the consumer’s understanding, needs, opinions,

grievances etc.

 Company can plan new product and strategies to overcome competitor’s

action.

 Can improve quality of products and add value of money to consumers.

 Company can reach its goals through its vision and mission.

 To know the competitive level in the market.

 To know what problems are faced by consumers and also to make an

attempt to eliminate.

Page | 32
Objectives of the study

Primary objective:

 To know the Availability of Baroda Dairy’s milk in Area (Pratapnagar, tarsali

& Manjalpur).

Secondary objectives:

 To know about the competitive position of Baroda Dairy’s Milk in

Pratapnagar, Tarsali & Manjalpur

 To know about the respondent’s opinion on quality, price of milk.

 To know the buying behavior of consumers towards purchase of ‘Amul Milk’.

 To know the satisfaction level of consumers.

 To know the gap between the consumers’ expectations and what the
company serves to its customers.

 To know the drawbacks of Baroda Dairy’s Milk and the reason of

dissatisfaction if any.

 To know which factors affects the purchase behavior of individuals in the

purchase of milk in a town

 To know the purchase pattern of individuals in the purchase of milk in a

town

Page | 33
Research Methodology:
1) Research Design

For this particular research descriptive research design has been used.
Descriptive research design is used to know about the market characteristics,
marker share.

2) Sources of data:

Primary Data

I had use questionnaire as a tool in my marketing research. I started my project

very first educating the respondents about my entire project and ask them to co-
operate with me. Mostly all the respondent were aware of this type of surveys. So I
didn’t face any type of difficulty during my project in the process of explaining and
taking their responses on the questionnaire. Here, respondents includes following

• Govt. Employee

• Pvt. Sector Employee

• House Wife

• Retired

• Student

• Business men

Secondary data

Secondary data I got through following sources.

Page | 34
● Past Reports

● Data through internet source

● Annual Reports of the Dairy

3) Data collection method

Personal survey method has been used to collect the data for the study.
Data was collected between 5th June to 21th June in Area (Pratapnagar, Tarsali &
Manjalpur).

4) Population:

The population consists of the residents of (Pratapnagar, Tarsali, &

Manjalpur) Baroda city.

5) Sampling Method:

Convenience Sampling Method has been used to decide on the selection of

samples.

6) Sample Size:

Samples of 150 respondents are been taken for the study from the Baroda
city (pratapnagar, tarsali & manjalpur).

7) Sampling Unit:

Individuals from Baroda area (Pratapnagar, tarsali & manjalpur)

Page | 35
Data Analysis:

Table-1

Table showing no of people purchasing milk

Q – 1). From which source do you purchase milk?

No of respondents % of Respondents
A. Baroda Dairy 129 86
B. Private Vendor 17 11
C. Local Dairy 4 3
TOTAL 150 100

Chart 1

Chart showing pattern of people in purchasing milk

Page | 36
Figure 1

Figure 2

Here, the chart shows that 129 respondents buys AMUL milk,4 respondent
purchase milk from local dairy, and 17 purchases from private vendors’ milk out of
150 respondents from (tarsali, manjalpur & pratapnagar) Vadodara .

Table-2

Table showing Brand of Milk purchased by consumers.

Q – 1(a). If (A) then which brand do you purchase?

No of respondents % of Respondents
(of 129
respondents)
A. Amul Gold 70 54
B. Amul Shakti 47 37
C. Amul Cow milk 8 6
D. Amul slim & 4 3
trim
TOTAL 129 100

Chart-2

Page | 37
 Chart showing Brand of Milk purchased by consumers

This chart shows that out of 129 respondents, 70 respondents buys Amul Gold, 47
buys Amul Shakti, 8 buys Amul cow milk, 4 respondents buys Amul slim & trim.

Chart-2.1

Chart showing % of respondents buying AMUL Milk

Page | 38
The above chart shows that Amul Gold has highest consumption

level of 54% , followed by Amul Shakti With 37%, Amul slim & trim

has 3% consumption and Amul cow milk has 3%consumption level.

Table-3

TABLE SHOWING CONSUMPTION OF MILK ON A DAILY BASIS

2. How much quantity of milk do you purchase per day?

No of respondents

500ML 48

Page | 39
 1000ML 60
More than 1000ML 42
TOTAL 150

Chart-3

Chart showing Daily Consumption of Milk

The drawn chart shows that 60 respondents buys 1liter milk, 48 buys 500ML, and
42 respondents buys more than 1000ML of Milk in(partap nagar,taksali Manjalpur)
Baroda area

Table-4

Table showing frequency of purchasing milk in a day

Page | 40
3. How often do you No of respondent
purchase milk?

A. One time 130

B. Two time 19
C. More than three time 01
Total 150

Chart-4

Chart showing purchase frequency of milk in a day

Page | 41
Chart shows that out of 150 respondents 130 respondents buys only one time in a
day, 19 respondents buys milk two time in a day and 1respondent buys milk more
than three time

Table-5

Table showing timing of purchasing milk

4. When do you purchase milk?

No of respondents

Morning Noon Evening Total

A. Summer 141 03 24 168
B. Winter 141 03 24 168
C. Monsoon 139 03 24 166
421 9 72 502

Chart-5

Chart showing timing of purchasing milk

Page | 42
Chart shows that, In summer 141 respondents buy milk in morning ,24 in evening
and 3 in noon, In winter 141 buys in morning ,24 buys in evening and 3 in noon, In
monsoon 139 respondents buys in morning and 24 on evening, and 3 in noon.

Table-6

Table showing factors affecting buying behavior

5. Reasons for buying from a particular source. (Rank top five)

User of AMUL milk Non-users
No of % of No of % of
respond respond respond respond
ent ent ent ent
Quality 127 19 14 13
low price 22 3 12 11
Proximity 18 3 3 3
Regular and timely 96 15 9 9
supply
Traditional habit 48 7 9 9
Fat content 90 14 13 12
Freshness 127 19 16 15
Credit facility 6 1 10 10
Home delivery 25 4 19 18
Availability through out 98 15 0 0
the day
Other (please specify) 0 0 0 0
Total 657 100 105 100

Page | 43
 Chart-6

Chart showing factors affecting purchase behavior

Page | 44
The chart shows that Amul milk’s 127 users give preference to Quality, freshness
and 98 users’ buys due to Availability throughout the day of Amul milk. On the
other hand, traditional habit and low price drive the respondents to purchase milk
from local vendors.

Chart-6.1

Chart showing factors driving people to purchase milk

Page | 45
 Chart shows that about 19 % Amul milk customers give importance to
Quality and 19% Amul customers give preference to freshness. The non users give
Importance to home delivery and freshness.

Table-7

Table showing the satisfaction level about availability of Amul milk

6. Do you get required quantity of Baroda Dairy' milk

conveniently?
No of respondent % of respondents
A. Yes 123 95.3488
B.No 6 4.6511
Total 129 100

Chart-7

Chart showing the availability of required quantity of Amul milk

Page | 46
 Chart shows that 95.3488% buyers of Amul milk get required quantity of milk while
an 4.6511% buyer does not get required quantity.

Table-8

Table showing satisfaction level of Amul milk

5. Rate satisfaction level of Baroda Dairy’ milk in a given scale.

Highly Satisfie Indiffere Dissatisf Highly
satisfied d nt ied dissatis
fied

Amul Gold 10 40 7 9 4
Amul Shakti 11 18 7 11 0
Amul Cow milk 4 4 0 0 0
Amul slim & trim 0 4 0 0 0
Total 25 66 14 20 4

Page | 47
 Chart-8

Chart showing satisfaction level of Amul milk

Chart shows that 40 respondents are satisfied, 7 are indifferent, 10 are

highly satisfied, 9 are dissatisfied and 4 are highly dissatisfied out of 70 Amul Gold
buyers. Out of 47 Amul Shakti buyers 11 are highly satisfied, 18 are satisfied, 7
are indifferent and 11 are dissatisfied about satisfaction level. Out of 8 Amul cow
milk buyers 4 are satisfied and 4 are highly satisfied. Out of 4 Amul slim & trim
buyers all are satisfied

Table-9

Table showing satisfaction level about availability of Amul milk

Page | 48
 6. Rate the availability of Baroda Dairy’s milk on a given scale.

Highly Satisfied Indifferen Dissatisfi Highly

satisfied t ed dissatisfie
d

Amul Gold 21 43 1 3 2
Amul Shakti 7 29 2 8 1
Amul Cow 04 4 0 0 0
milk
Amul slim & 00 4 0 0 0
trim
Total 32 80 3 11 3
Chart-9

Chart showing satisfaction level about availability of Amul milk

Chart shows that 43 respondents are satisfied, 1 are indifferent, 21 are

highly satisfied, 3 are dissatisfied and 2 are highly dissatisfied out of 70 Amul Gold
buyers. Out of 47 Amul Shakti buyers 7 are highly satisfied, 29 are satisfied, 2 are
indifferent and 8 are dissatisfied about satisfaction level. Out of 8 Amul cow milk
buyers 4 are satisfied and 4 are highly satisfied. Out of 4 Amul slim & trim buyers
all 4 are satisfied.

Page | 49
 Table-10

Table showing response of respondent about availability of Amul milk

6. Are you satisfied with the availability of Baroda Dairy’s

milk in your town?

No of respondent % of respondents
A.Yes 123 95
B.No 6 5
Total 129 100

Chart-10

Chart showing response of respondent about availability of Amul milk

Page | 50
 Chart shows that 95% respondents using Amul milk are satisfied with the
availability of Baroda Dairy’s milk while 5% respondents are not satisfied about the
availability.

Limitations:

• I had questionnaires as the primary mean to collect data and some time it
was a hard task to handle with rude type of consumers because they were
not ready to disclose some of the questions ask in questioners.
• It was too hard to educate housewife about what my project was.
• There were also so many illiterate consumers and it was also tough to fill up
questionnaire from them.
• Survey done is limited to baroda area(pratapnagar, tarsali & manjalpur)
only

Page | 51
 Findings:

• Out of the 150 respondents, all 150 purchase milk. Thus 100% of them
consume milk.

• Out of 150 respondents,

o 86% buys Amul milk
o 11% buys from private vendor
o 3% buys from local dairy

• Out of 129 buyers of Amul milk

o 5%buys Amul Gold
o 37% buys Amul Shakti
6% buys Amul Cow milk
o 3% buys Amul Slim & trim

• The daily consumption of milk of the respondents was as follows:

o 500 gm - 32%
o 1 liter –40%
o More than 1 liter – 28%

• When asked When do you purchase milk, the response was

o In summer, 84% of respondents buys milk in the Morning
14% buys in evening and 2% buys in noon
o In winter, 84% buys in the morning
14% buys in evening and 2% buys in noon

Page | 52
 o In monsoon, 83% buys in morning
14% buys in evening and 2%buys in noon

• When asked the reason for buying from a particular source, out of 150
respondents,
o 19% prefers Quality

o 3% prefers Low price

o 3% prefers Proximity

o 15% prefers Regular and timely supply

o 7% prefers Traditional

o 14% prefers Fat content

o 19% prefers Freshness

o 1% prefers Credit facility

o 4% prefers Home delivery

o 15% prefers Availability throughout the day

o 0% gives Other reason

• When asked weather they get required quantity of Amul milk, out of 129
respondents 95% of respondents get the required quantity and another 5%
did not get the quantity of milk they require.

• When asked to rate their satisfaction level of Amul milk with regard to
various factors, following findings were derived, out of 129respondents,
o Highly satisfied - 25

o Satisfied - 66

o Indifferent - 14

Page | 53
 o Dissatisfied -20

o Highly dissatisfied -4

• When asked to rate their satisfaction level about the availability of Amul milk
with regard to various factors, following findings were derived out of 129
respondents.
o Highly satisfied - 32

o Satisfied - 80

o Indifferent - 3

o Dissatisfied -11

o Highly dissatisfied -3

.
• Weather respondents are satisfied about availability of Amul milk, the
respondents options were as follows
o Yes – 95%
o No - 5%

• From open-ended questions it was found that Amul milk price is more and
people are not satisfied in area (pratapnagar, tarsali & manjalpur).
Conclusion:

 Respondents are purchasing milk in the morning and evening only.

 Respondents using Amul milk’s home delivery service are satisfied with the
availability of Amul milk in morning and evening.
 Amul milk is available at all vendors’ shops in the morning only.
 In noon or evening Amul milk is available only at some vendor’s shops.
 Sometimes required Brand of milk is not available at the shops.
 Amul Milk users give preference to its Quality and Freshness in buying milk.
 Respondents are satisfied about the availability of Baroda Dairy’s milk.

Page | 54
Suggestions:

 Amul Parlors should be open till 12 o’ clock.

 Each product should be available at parlor

 Baroda Dairy should know which Brand of milk has more demand and as
per demand required should be supplied.

 Price of milk is high, so it should be reduced by Re.1 per pouch to attract

new consumers as well as to retain the present customers.

Page | 55
Annexure:
QUESTIONNAIRE

1. From which source do you purchase milk?

A. Baroda Dairy ----------

B. Private Vendor ---------

C. Local Dairy ---------

If (A) then which brand do you purchase?

A. Amul Gold ---------

B. Amul Shakti ---------

Page | 56
 C. Amul Cow milk ---------

D. Amul slim & trim ---------

2. How much quantity of milk do you purchase per day? ---------

3. How often do you purchase milk?

A. One time ---------

B. Two time ---------

C. More than three time ---------

4. When do you purchase milk?

Morning Noon Evening

A. Summer -------- -------- ---------

B. Winter -------- -------- ---------

C. Monsoon -------- -------- ---------

5. Reasons for buying from a particular source. (Rank top five)

A. Quality ---------

B. Low price ---------

C. Proximity ---------

D. Regular and timely supply ---------

E. Traditional habit ---------

F. Fat content ---------

G. Freshness ---------

H. Credit facility ---------

I. Home delivery ---------

Page | 57
 J. Availability through out the day ---------

K. Other (please specify) ---------

6. Do you get required quantity of Baroda Dairy' milk conveniently?

A. Yes ---------

B. No ---------

7. Rate satisfaction level of Baroda Dairy’ milk in a given scale.

A. Amul Gold 1 2 3 4 5

B. Amul Shakti 1 2 3 4 5

C. Amul Cow milk 1 2 3 4 5

D. Amul slim & trim 1 2 3 4 5

1- Highly satisfied

2- Satisfied

3- Indifferent

4- Dissatisfied

5- Highly dissatisfied

8. Rate the availability of Baroda Dairy’s milk on a given scale.

A. Amul Gold 1 2 3 4 5

B. Amul Shakti 1 2 3 4 5

C. Amul Cow milk 1 2 3 4 5

D. Amul slim & trim 1 2 3 4 5

1- Highly satisfied

Page | 58
 2- Satisfied

3- Indifferent

4- Dissatisfied

5- Highly dissatisfied

9. Are you satisfied with the availability of Baroda Dairy’s milk in your town?

A. Yes ---------

B. No ---------

Open-ended Questions:
1. Comment on availability of Baroda Dairy’s milk.

2. Recommendation.

Personal Details:

Name:

Address:

Page | 59
 Phone/Mobile No:

Bibliography:

Page | 60
Following were the primary and secondary data resources used by me to prepare
this report.

Literature:

1. Marketing Management by PHILIP KOTLER

2. Marketing Research by NARESH MALHOTRA
3. Business research methods by ICFAI university
Internet:

1. www.barodadairy.com
2. www.google.com
3. www.wikipedia.com

Other:

1. Old Reports
2. Baroda Dairy’s annual report

Page | 61