A

Project Study Report

On

Training Undertaken at

SARAS DAIRY, ALWAR

(Alwar Zillah Dugdh Utpadhak Sahkari Sangh Ltd. Alwar)

Titled

“CUSTOMER RELATIONSHIP MANAGEMENT”

Submitted in partial fulfillment for the
Award of degree of
Bachelor of Business Administration

(SESSION 2008-11)

Submitted By: - Submitted To:-

PRAMOD KUMAR SHARMA MR. MILAN CHAKRAWATI
BBA PT-3rd HOD, B.B.A DEPT.

Final Report Page 1 of 77

 PREFACE

Someone rightly said that practical knowledge is for better then classroom
teaching. And successful in any project is the result of hard work, right
opportunity a right time and proper and proper guidance .Every nice
work beings with systematic approach towards reaching successful
completion. Our work was not at all exception.

A fresh graduate would have absolutely no idea of the functioning of the

industry. He would probably be unaware about that departments and
their functioning. He would completely ignorant of the working condition
and the environment.

Before joining my summer Training at ALWAR ZILA DUGDH UTPADAK

SAHKARI SANGH LTD.

Final Report Page 2 of 77

 I thought that an eight week training is futile academic requirement .By
the time I completed my training I Understood how important was for an
MBA student to do vocational training.
Acknowledgement

I express my sincere thanks to my project guide Mr. Akram Khan for

guiding me right from the inception till the successful completion of
the project. I sincerely acknowledgement her for extending their
valuable guidance, support for literature, critical review of project and
the report and above all the moral support she had provide to me with
all stages of this project.

I would also like to thanks the supporting staff Mr. Mahesh Sharma
(company Guide, Asst. manager) marketing, Saras dairy, Alwar
(AZDUSS Ltd.), Mr. Anil Kumar mathur (deputy manager,
Administration) Department, for their help and cooperation
throughout our project.

PRAMOD KUMAR SHARMA

Final Report Page 3 of 77

 DECLARATION

I hereby declare that this project work entitled “Customer relationship

management ” is my work, carried out under the guidance of Company
Guide Mr. Mahesh Sharma . This report neither full nor in part has ever been
submitted for award of any other degree.

I further declare that all the information and facts furnished in this
project report are based on my intensive research and finding. They are first
hand and original in nature. This information is not copy it is original report.

PRAMOD KUMAR SHARMA

Final Report Page 4 of 77

 Executive Summary

Each day is a new learning experience and so was the case during my
Executive Training. Every day I learnt something new. During my training
I learnt the following things:

1) First and foremost I learnt to practically apply the knowledge gained

through theory classes and bridge the gap between academic
institution and corporate world.
2) Understood the importance of job responsibility.
3) How coordination is maintained between different departments like
marketing, human resource, administration.
4) Learnt the ways to increase milk procurement.
5) Understood the distribution network adopted by Saras.
6) Understood how the management keeps its employees satisfied and
retain them.
7) The processes that the milk passes through before reaching the final
consumers.
8) The processes by which various milk products like ghee, butter, dahi,
paneer, chhach, lassi, shrikhand, etc. are prepared.
9) Learnt how to conduct door to door interviews. Initially I felt slightly
uncomfortable conducting the interviews but with time I learnt a lot
and became very comfortable conducting door to door personal
interviews.

10) Learnt to organize plant visit for visitors.

Final Report Page 5 of 77

 11) Learnt to take demand of Saras products from various stations
through phone or personal contact in the prescribed Performa.

12) Learnt how to build a good rapport with the staff. I was very
successful in building good rapport with the staff of the marketing
department and other departments of the organization as well.

I worked as an intern in Saras dairy (AZDUSS Ltd., Alwar) which

processes and markets milk products which are quickly perishable.
Therefore the marketing strategy of Saras is very different from others. In
this type of organization it is necessary to maintain a balance between
demand and supply and I learnt very well how to maintain a balance
between demand and supply.

Final Report Page 6 of 77

 CERTIFICATE FROM THEORGANIZATION
ACKNOWLEDGEMENT
DECLARATION
PREFACE
EXECUTIVE SUMMARY

1. INTRODUCTION ………………………………………..9-26
 About company (Company Profile)
 About Topic
2. OBJECTIVE……………………………………………........27
4. DATA ANALYSIS ………………………………………..28-31
5. FINDINGS …………………………………………………32-35
 Milk Product Manufacture
 Milk Procuremnt Chart
 Liquid Milk Sale
 Turn Over Chart
6. TASKS………………………………………………………36
7.TARGETS……………………………………………………38
8. STRATEGY…………………………………………………39
9. MARKET SURVEY…………………………………….40-46
10. SURVERY RESULT……………………………………….47
11. DEPARTMENT OF SARAS DAIRY………………….50-58
12. LEARNING IN THE EXECUTIVE TRAINING……..59-61
13. SWOT ANALYSIS…………………………………………62

Final Report Page 7 of 77

 14. CONCLUSION………………………………………….63-64
15. LIMITITION ……………………………………………65-66
16. SUGGESTION………………………………………………67
17.QUESTIONNAIRE………………………………………68-74
18.ABBREVIATION……………………………………………75
19.BIBLIOGRAPHY…………………………………………...76

Final Report Page 8 of 77

 INTRODUCTION OF SARAS (AZDUSS LTD.)

Alwar Dairy is a dairy registered under Rajasthan

cooperative act and is owned by thousands of its milk producers
members. It works on world famous Amul pattern. As all other
cooperative dairies, Alwar Dairy is a part of three tier structure
i.e. Dairy cooperative society at village level which form district
level milk producer unions which are further federated in state
level federation. All three entities are autonomous and linked to
each other by provisions of their bye laws.

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar

(AZDUSS Ltd., Alwar) is a cooperative organization registered
under Cooperative Act with Registrar of Cooperative,
Government of Rajasthan. It was established in the year 1972 to
implement dairy development activities in the Alwar district,
under Operation Flood Program.

Final Report Page 9 of 77

 CHAIRMAN Mr. Ram Phal Gurjar

MANAGING DIRECTOR Mr. R.K Trishal

ESTABLISHMENT YEAR 1972

IN ALWAR
EMPLOYEES Permanent employees 197
Contract labor 150
CERTIFICATION ISO 9001-2000
IS 15000 (HACCP Food Safety Management
System)

NO OF REGISTERED 795
COOPERATIVE
SOCIETIES
PRODUCTS Full cream milk, toned milk, double toned
milk, skim milk, dahi, paneer, ghee, chhach,
lassi, shrikhand

NEW PRODUCTS Ice-cream and softy to be launched soon

ADDRESS Jaipur Road, Alwar 301001 [Rajasthan]

TELEPHONE (0144)-2702644(Customer care), 2701010,
2333926
FAX (0144)-2342925

E-MAIL [email protected]

TURN OVER (2007-08) 99.15 Crore

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 UNDERSTANDING ISO-9001-2000 AND HACCP

Introduction

Adoption of ISO-9000 and HACCP standards for an organization are order of

the day and need of the time to be on competitive edge in the Food Industry.
It demonstrates the ability of dairies of Rajasthan Co-operative Dairy Federation
to satisfy the needs of its customers and interested parties.
Today, almost all the major unions of R.C.D.F. are certified under ISO 9001-
2000 and HACCP, integrated quality and food safety management systems.
Nevertheless, understanding of the concepts of ISO 9001-2000 and HACCP is
confined to small section of top/middle management employees.
Therefore, an effort is being made through this article in a precise and
simplified manner to explain the basic concepts of ISO 9001-2000 and HACCP
standards, which will surely help in better understanding of these standards
among the rank and file of the organization.

HACCP
HACCP is a food safety management system and has its origin in U.S.
manned space programme to ensure food safety to the astronauts in late
1960s.
The standard designed to keep food safe in outer space has now become a
standard on the earth.

What is HACCP:-

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A system, which identifies, evaluates and controls hazards, which are
significant for food safety.

H- Hazard
A- Analysis
C- Critical
C- Control
P- Points

Milk products of Saras dairy, Alwar

Types of milk
Product Name Packing Price FAT SNF Packing
Color content conten
t
Full cream Gold Red Rs.23/litr 6.0% 9.0% ½ and 1 litre
milk e
Toned Taaza Blue Rs.19/litr 3.0% 8.5% ½ and 1 litre
milk e
Double Smart Yellow Rs.17/litr 1.5% 9.0% ½ and 1 litre
toned milk e
Skim milk Lite Purple Rs.15/litr 0.5% 8.5% ½ and 1 litre
e

Final Report Page 12 of 77

 FRESH MILK PRODUCT OF SARAS DAIRY

Product Packing Price

Chhach plain 500 ml Rs.8

Chhach namkeen 250 ml Rs.6

Lassi 250 ml Rs.7

Paneer 200 gm and 1 kg Rs.25 and Rs.130

Ghee ½ litre and 1 litre Rs.92 and Rs.180

Dahi 200 gm cup Rs.8

Shrikhand plain 100 gm cup Rs.9

Shrikhand Kesar 100 gm cup Rs.10

Pista

Final Report Page 13 of 77

 COMPANY PROFILE

Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar (AZDUSS Ltd.,

Alwar) is a cooperative organization registered under Cooperative Act with

Registrar of Cooperative, Government of Rajasthan. AZDUSS Ltd., Alwar

was established in the year 1972 keeping in mind the interests of the cattle

rearers to implement dairy development activities in the Alwar district,

under Operation Flood Program. The task of milk collection started from

22nd August 1973. The main objective of the organization is to eliminate

the role of intermediaries and give cattle rearers good value for the milk

and prevent them from exploitation. The other objectives of the

organization are:

To help in financial development of the villages and cattle rearers.

To help in the social and financial development of the rural milk producers.

To increase the milk producing capacity of the cattle.

To make available pure, healthy and high quality milk and milk products

to the customers.AZDUSS receives direction and assistance from Central

Government, State Government, RCDF Ltd. Jaipur and National Dairy

Development Board, Anand from time to time. Presently the dairy plant

has a capacity to process 1.50 lakh litre milk, prepare 10 M.T. milk powder

and 9.0 M.T. ghee per day. Besides these the plant also prepares chhach,

Final Report Page 14 of 77

lassi, dahi, shrikhand, paneer and other milk products. The plant also has a

capacity to pack 2.50 lakh litre milk per day.

The Alwar plant of Saras (AZDUSS Ltd., Alwar) has been certified under
internationally accepted quality and food safety management systems in
accordance with ISO 9001-2000 with HACCP. The organization also helps
in improvement of animal breed, providing animal health services,
insurance of animals, women dairy project and providing vermicompost
manure to the cattle rearers. The organization also provides cattle feed
which is purchased from Nadbai and marketed in Alwar.

Final Report Page 15 of 77

Final Report Page 16 of 77
 PRODUCT PORTFOLIO

Saras Dairy, Alwar (AZDUSS Ltd., Alwar) prepares and markets the
following products:

Milk (Available in ½ and 1 litre packs)

Full cream Milk (Red) Gold It contains FAT- 6% and SNF- 9%
Toned Milk (Blue) Taaza It contains FAT-3% and SNF- 8.5%
Double toned Milk (Yellow) Smart It contains FAT-1.5% and SNF-9%
Skim Milk (Purple) Lite It contains FAT-0.5% and SNF-8.5%
Chhach
Plain 500ml
Namkeen 250ml
Lassi 250ml
Ghee ½ litre , 1 litre and 15 litre tin
Paneer 200 gm and 1 KG
Shrikhand 100 gm Cup
Dahi 200 gm Cup
Butter 100 gm and 500 gm

(Purchased from Jaipur Dairy, marketed in Alwar)

Flavored milk 200 ml Bottle
(Purchased from Jaipur Dairy, marketed in Alwar)

CONSUMER BEHAVIOUR

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Marketing concept start with the consumer needs and in behaviour in
meeting these needs. Every action of a person is based on needs. The real

Final Report Page 18 of 77

problem is to learn what a consumer take into consideration when he chooses
a particular brand. Such a study is concerned with consumer behaviour.

“ consumer behaviour is that subset of human behaviour that is concerned

with decisions and acts of individuals in purchasing and using product.
Consumer behaviour is subset of customer’s behaviour,it concerned with
decisions that lead up to the act of purchase.”

The study of consumer behaviour is the study of how individuals make

decision to spend their available resources (time,money,effort) on
consumption related items.
It includes the study of wht they buy it, when they buy it, where they buy it,
how often they buy it, and how often they use it?
For the marketer that person is important who makes the buying decision , not the one

who actually makes the purchase or uses the product. Understanding this person helps

marketers to develop marketing mixes and predict how targeted customers will respond

to them.

We can take a example here.

Example:

Final Report Page 19 of 77

Product: Tooth paste

 What type of tooth paste do consumer buy ( gel,regular striped)

 What brand ( national brand, private brand, generic brand)

 Why do they buy it ( to prevent cavities,to remove stains,to brighten or

whiten teeth,as a mouth wash)

 Where do they buy it ( super market, drug stores,convenience store)

 How often do they use it ( when the wake up, after each meal, when

they go to bed)

 How often do they buy it ( weekly,bi weekly,monthly)

The study of consumer behaviour attempts to find the answer of

the following question:
.

 Who constitue the market? Occupents

 What does the market buy? Objects

Final Report Page 20 of 77

  Why does the market buy? Objectives

 Who participate in buying? Organization

 How does the market buy? Operations

 When does the market nuy? Occasions

 Where does the market buy? Outlets

THESE ARE ALSO CALLED AS 7O’S OF CONSUMER BEHAVIOUR

For the marketer that person is important who makes the buying decision , not the

one who actually makes the purchase or uses the product. Understanding this

person helps marketers to develop marketing mixes and predict how targeted

customers will respond to them.

PSYCHOLOGY OF CONSUMERS

For making a successful marketingprogram it is necessary for a

marketers to study the consumer behaviour so that he would know the
attitudes, intentions, desires of the customer.

Final Report Page 21 of 77

Customer psychology has the following components:

 Knowledge : knowledge is one type of information and on the

basis of the knowledge, the psychology of customer develops. For
giving knowledge of the product to the customers, promotion play
an important role.

 Attitude : attitude is a state of mind or feeling. It induces a

predisposition to behave in some way. Attitudes are veruy
important in explaining buyer behaviour.

 Intention : intention means desires to do some thing. After

knowing the intention of customers, the marketing programme an
be formulated and can be co-ordinated with the production.

 Motive : it is the intergral state which directs the behaviour of a

person. Some people call it urge. Because of the urge, the person’s
behaviour is directed towards a particular cause.

SEVEN KEY’S TO CONSUMER BEHAVIOUR

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Key 1 Consumer behaviour is motivated.

Key 2 Consumer behaviour includes many types of activities.

Key 3 Consumer behaviour is a process.

Key 4 Consumer behaviour varies in timing and complexity.

Key 5 Consumer behaviour involves different roles.

Key 6 Consumer behaviour is influenced by external factors.

Key 7 Consumer behaviour differs for different people.

BUYING MOTIVES

INTRODUCTION:

Final Report Page 23 of 77

A motive is a drive or an urge for which an individual seeks
satisfaction, thus, any urge moving or prompting a person to purchase
decision is called a buying motive.

According to S.A SHERLEKAR

“a buying motive is the reason why a person buyes a particular

product. It is driving force behind buying behaviour and may be
based on psychological or physiological wants.”

Thus a motive or prupose of the purchase is mental instinct. It is

imposed or created. It comes from within the man. Some of the

buying motives for example are food and drink, comfort to attract

opposite sex, welfare of beloved ones, freedom from fear and danger,

to be superior, social approval to live longer, cleanliness, efficiency,

style and beauty, curiosit etc.

SOME ACTIVITIES INVOLVED IN CONSUMER BEHAVIOUR

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Thinking about product Visiting stores Using the product

Viewing ads Evaluating the alernatives Add to experience

Seeing displays Tell friends or family
Observing others Complain to seller

Discussion with friends Discussion with salesperson Others

Gaining information Deciding to buy Make payment

Asking opinions Which brand? Maintenance
Giving advice Which type? Prepare for posible
From whom? Next purchase
Deciding to buy How much to pay? Disposal
Arranging payment
What product? Settling details
Where? Storing the product
How?
When?

FACTOR INFLUENCING CONSUMER BEHAVIOUR

Final Report Page 25 of 77

 CULTURAL

Cultural
Sub culture
Social class

CONSUMER
PSYCHOLOGICAL SOCIAL
DECISION
Motivation MAKING Reference
Perception Groups
Learning Family
Attitudes and beliefs Roles and
status

PERSONAL

Age & life

Cycle stage
Occupation
Income
Life style
Personality
Self concept

OBJECTIVES

Final Report Page 26 of 77

I joined Saras Dairy, Alwar (AZDUSS Ltd., Alwar) as an intern on 21 july 2008.
I am working in the Marketing Department of Saras.

The objectives of the Executive Training at Saras Dairy (AZDUSS Ltd., Alwar)
are:
 To identify the working of the organization.
 To conduct an exhaustive analysis of the marketing department.
 To increase the sales of the products that are prepared and marketed by
the organization.
 To conduct an extensive study of the market place and the customer’s
needs.
 To understand the core business of the company, organization chart, key
personnel in the company, manufacturing units, marketing channels,
financial policies, etc.
 To do a comprehensive analysis of the company and prepare the SWOT
(Strengths, Weaknesses, Opportunities and Threats) analysis report for the
company.
 To build a good rapport with the company’s staff.
 To understand the organizational structure and the top management team
including the Chairman, Managing Director and the Officers.
 To do a practical and live observation of the work place.
 To understand the attitudes and behavior of the customers.

Final Report Page 27 of 77

 DATA ANALYSIS

Table showing change in price of different Saras products

Product Price Price as on Price as on Price as on
before 07th April 01st May 01st July 07
01st April 07 and 07 and and
07 onwards onwards onwards
Rs.21 per Rs.22 per Rs.23 per
FCM (Gold) Rs.20
litre litre litre
Rs.17 per Rs.18 per Rs.19 per
Toned Milk (Taaza) Rs.16
litre litre litre
Double Toned Milk Rs.15 per Rs.16 per Rs.17 per
Rs.14
(Smart) litre litre litre
Rs.13 per Rs.13 per Rs.15 per
Skimmed Milk (Lite) Rs.13
litre litre litre
Ghee (1 litre) Rs.160 Rs.165 Rs.170 Rs.180
Dahi (200 g) Rs.6 Rs.7 Rs.8 Rs.8
Paneer (200 g) Rs.20 Rs.22 Rs.25 Rs.25
Paneer (1 Kg) Rs.100 Rs.110 Rs.120 Rs.130
Lassi (250 ml) Rs.5 Rs.6 Rs.7 Rs.7
Chhach (Plain) 500 ml Rs.6 Rs.7 Rs.7 Rs.8
Chhach (Namkeen) 250
Rs.4 Rs.5 Rs.6 Rs.6
ml
Shrikhand Plain (100 g) Rs.7 Rs.7 Rs.8 Rs.9
Shrikhand Kesar Pista
Rs.8 Rs.8 Rs.9 Rs.10
(100 g)
Flavored Milk (200 ml) Rs.10 Rs. 10 Rs.10 Rs.10

Final Report Page 28 of 77

 ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
PERFORMANCE AT GLANCE
01-02 02-03 03-04 04-05 05-06 06-07
S.NO. PARTICULAR

1 Registered DCS 497 532 609 681 742 795

2 Functional DCS 368 442 465 564 599 632
3 Prop. DCS (CC) 366 388 454 451 462 443
4 DCS Membership 5958 6296 6621 70281 76931 82655
8 6 7
5 Milk Procurement (per 87.74 88.79 97.82 108.9 89.65 79.54
day)
6 Rate / KG (Rs) 9.98 10.77 13.56 12.29 13.22 15.05
7 Milk payment 3195 3491 4856 4884 4325 4370
(Rs.Lakhs)
8 City Supply (TLPD) 15.5 18.62 29.52 35.71 67.03 132.69
9 M.D. Supply (TLPD) 75.71 101 144.7 143.5 120.05 0
8
10 Ghee Sale Total MT 817 652 485.4 1056.7 683.16 941.63
5 2
11 Ghee Sale (DCS) MT 104 79 80.66 203.48 213.83 225.1
12 Cattle Feed Sale (MT) 3035 3363 4636 6333 7001 6921.3
5
13 Turn Over (Rs. Crore) 53.6 59.57 93.77 96.33 95.8 99.15
14 Net Profit (Rs. Lakhs) 64.14 69.43 67.56 8.88 2.25 57.4

Final Report Page 29 of 77

Table showing Saras Milk Supply of Alwar City with percentage

Month 00- 01-02 Gro. 01-02growth

02-03 Gro. 02-03 03-04 Gro.
Apr
h 102
01 9788 -4.59
% 9788 10214 4.35
% 10214 13094 28.20
%
May 975
59 10944 12.17 10944 12946 18.29 12946 15341 18.50
Jun 962
7 9862 2.52 9862 11683 18.46 11683 16806 43.85
Jul 104
0 9975 -4.40 9975 12090 21.20 12090 17114 41.56
Aug 104
34 10283 -1.42 10283 11322 10.10 11322 15654 38.26
Sep 933
31 10255 9.83 10255 9890 -3.56 9890 16368 65.50
Oct 791
7 8361 5.70 8361 9985 19.42 9985 13530 35.50
Nov 669
0 7818 16.70 7818 8848 13.17 8848 11777 33.10
Dec 588
9 7329 24.58 7329 8451 15.31 8451 10682 26.40
Jan 573
3 6805 18.70 6805 8275 21.60 8275 10282 24.25
Feb 690
3 8063 16.79 8063 9716 20.50 9716 11375 17.07
Mar 728
4 8978 23.32 8978 10857 20.93 10857 12591 15.97
Total 100
0 10846 120 108461 124277 180 124277 164614 388
Avg. 835
247 9038
1 8 9038 10356 15 10356 13718 32

Final Report Page 30 of 77

Month 03 04-05 Gro. 04-05 05-06 Gro. 05-06 06-07 Gro.

hhhh
Apr - 14181
13 %
8.30 14181 14683 %
3.54 14683 18855 %
28.41

May 09
15 15318 -0.15 15318 18668 21.87 18668 19975 7.00

Jun 34
16 16558 -1.48 16558 18371 10.95 18371 20888 13.70

Jul 80
17 15623 -8.71 15623 16857 7.90 16857 21958 30.26
Aug 15
11 14357 -8.29 14357 17102 19.12 17102 19572 14.44

Sep 65
16 12392 -24.29 12392 15770 27.26 15770 20807 31.94

Oct 36
13 13005 -3.88 13005 15179 16.72 15179 18197 19.88
Nov 11 10828
53 -8.06 10828 14026 29.53 14026 16542 17.86

Dec 77
10 10208 -4.44 10208 13177 29.09 13177 16012 21.51

Jan 68 10807
10 5.11 10807 13352 23.55 13352 16279 21.92

Feb 28
11 11640 2.33 11640 15241 30.94 15241 18034 18.33

Mar 12
37 14110 12.06 14110 15314 8.53 15314 18593 21.41

Total 16
59 15908 -31 159087 187740 229 187740 225712 247

Avg. 46 7
13 13252 -3 13252 15645 18 15645 20519 20

71

FINDINGS
Final Report Page 31 of 77
 ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
MILK PRODUCT MANUFACTURE GHEE
SMP
WMP

1500

2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

QTY. IN M.T.

1000
GHEE 720 678 607 612 754 1162
SMP 207 132 12 243 399 1118
500
WMP 290 342 255 80 197.5 155

YEAR

Final Report Page 32 of 77

 ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
MILK PROCUREMENT

2002-03
2003-04
2004-05
2005-06
2006-07
2007-08

90

80
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08
70
QTY. 000,Kgs

Series 59.59 62.97 66.22 70.28 76.93 82.66

60

50

40

30

20

10

YEAR

Final Report Page 33 of 77

 ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
LIQUID MILK SALE

2003-04
2004-05
2005-06
2006-07
140
2007-08
120
000' LIT PER DAY

100
80 2003-04 2004-05 2005-06 2006-07 2007-08
Series60 18.6 29.56 35.81 67.03 132.69

40
20
0

YEAR

Final Report Page 34 of 77

 ALWAR ZILA DUGDH UTPADAK SAHAKARI SANGH LTD., ALWAR
2003-04
TURN OVER 2004-05
2002-03
2005-06
2006-07
2007-08

2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

Series120 53.6 59.57 93.77 96.33 95.8 99.15

100

80
Crore

60

40

20

Year

Final Report Page 35 of 77

 Tasks

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

are:

 To conduct a comparative study of the growth of Saras

(AZDUSS Ltd., Alwar) for three consecutive years.

 To conduct survey of Saras parlours and booths to know their

problems and sort them out. To get feedback from Saras parlours
and booths.

 To get feedback from customers and find their problems,

satisfaction level, take their suggestions and help AZDUSS Ltd.,
Alwar to implement those suggestions.

 To take responses from people who do not use Saras products

and find the answer to the question, “Why they are not using
Saras products”.

 To judge the satisfaction level of the employees of AZDUSS

Ltd., Alwar.

 To do entries of daily supply in the supply register.

 To take demand of various Saras products from parlour/booth

owners and distributors through phone or personal contact in the
prescribed proforma.

Final Report Page 36 of 77

 Targets

.
“Target is defined as goal which has to be fulfilled
and sounds compulsiveness.” Without setting target it is
difficult for anybody to achieve his/her objectives.”

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

 To make maximum people aware of Saras..

 To increase the sale of Saras products.
 To implement human resource management
techniques to increase the satisfaction level of the
employees of AZDUSS Ltd., Alwar.
 To interview 500 homes to know their views and
opinions about Saras products.

Final Report Page 37 of 77

 During the course of my training at Saras dairy (AZDUSS Ltd.,
Alwar) I was assigned many tasks and targets. In this section I present
the targets and tasks in a tabular form.

Targets and Tasks Assigned to me

S TARGETS/TASKS DATE
NO.
1 To conduct Survey of 500 people 25th july 2008 to 20th Aug. 2008
1.
3 To survey 9 parlours and 21 booths 21th Aug. 2008 to 2th Sept. 2008
2.
4 To take demand from various --
3. stations
5 Collected secondary data from Got information about milk
4. various departments procurement, Liquid milk sale, turn
over
6 Interviewed the Managing Director 4 Sept. 2008
5. of the organization

Strategy

Final Report Page 38 of 77

 A marketing strategy is a process that can allow an
organization to concentrate its (always limited) resources on
the greatest opportunities to increase sales and achieve a
sustainable competitive advantage.
A marketing strategy is most effective when it is an
integral component of corporate strategy, defining how the
organization will engage customers, prospects and
competitors in the market arena for success. It is partially
derived from broader corporate strategies, corporate missions,
and corporate goals. They should flow from the firm's mission
statement. They are also influenced by a range of micro
environmental factors.

ANALYSIS OF PERFORMANCE VS. TARGET

Final Report Page 39 of 77

 I started my SIP training at Saras dairy (AZDUSS Ltd., Alwar) on 21
july2008was given the responsibility of surveying 210 booths, 9 parlours.
I was asked to increase awareness about Saras products amongst the general
public by organizing plant visits for them. For this I organized plant visit for
many people.

Another task assigned to me was to be a part of the milk testing camps

organized by the marketing department of Saras (AZDUSS Ltd., Alwar). For
this we went to various locations of Alwar city and tested the milk samples
brought by the general public. We provided them instant results and explained
them the advantages of using Saras products. Many of them were convinced
that Saras products are better as compared to the products provided by local
vendors. This has increased the sale of Saras products, specially milk.

S.No. Performanc
Factor Target Variance Reason
e
1. Door to door 500 500 Nil -
surveys

2. Booth surveys 21 20 1 Due to

lack of
time
3. Parlors surveys 9 9 Nil -

MARKET SURVEY

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AIM
In market survey our aim is to find out any possible target market for saras
in TIJARA or BHIVADI increase the no of customers or know their
satisfaction level

METHOD OF SURVEY
Survey Research

Research is the search for, and retrieval of, existing, discovery

or creation of new information or knowledge for a specific purpose.
Research has many categories, from medical research to literary
research. Marketing research is a form of business research.

A survey research is defined as the method of collecting

information by asking a set of pre formulated questions in a
predetermined sequence in a structured questionnaire to a sample of
individuals drawn so as to be representative of a defined population.

METHODS OF CONDUCTING SURVERYS

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  Personal Interviews: Personal interviews are characterized
by the presence of four entities i.e. the researcher, the
interviewer, the interviewee and the interview environment.

 Telephonic Interviews: Telephonic interviews are judged as

one of the best cost-effective alternatives to face-to-face
interviews and mail surveys.

 Self-administered Interviews: Self administered interview

is an interview in which the questionnaire is filled out without
the intervention of an interviewer.

 Mail Surveys: Mail survey is a survey where questionnaire is

sent to the qualified respondents by e-mail.

Method of survey research used by me: Personal Interview

(Door to Door Interview)

Final Report Page 42 of 77

Reasons for Choosing Personal Interview:
I chose the personal interview method for survey research due to the following
reasons:

1) Feedback Opportunities: In face to face interview, doubts of the

interviewee can be clarified. Also the respondent can be assured
confidentiality.

2) Probing: The interviewer in a personal interview can explore the

respondent for complex answers. The detailed information so obtained is
very useful to the researcher.

3) Length of Interview: The length of interview is better in personal

interviews. In a personal interview, chances of the respondents answering
all the questions are greater as compared to other non-personal survey
methods. Personal interviews lead to improvement in the quality of
responses.

CONCLUSIONS

Final Report Page 43 of 77

The following pie charts show the opinion about various Saras products.

Figure 1

People's opinion about Dahi

13%

Like very much

36%
15%
like somewhat
neutral
dislike somewhat
18% dislike very much
18%

Figure 2

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 People's opinion about Lassi

10%

14%
44% Like very much
like somewhat
neutral
dislike somewhat
8% dislike very much

24%

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

During the training my major work was to conduct booth/parlour surveys and
customer surveys. My efforts have benefited the company (AZDUSS Ltd.,
Alwar) in the following ways:

 I surveyed Saras parlours and booths and tried to find out the problems
faced by the booth/parlour owners.

 The problems faced by the booth/parlour owners were:

Final Report Page 45 of 77

  They did not get timely supply of products from Saras dairy.

 They did not receive cover stands and straws to serve the customers
better.

 5. I conveyed these problems to the Managing Director of AZDUSS Ltd.,

Alwar.

 He immediately took action after receiving my feedback.

 This has resulted in timely supply of material to the booth and parlours
and cover stands and straws were also provided to them.

 After these actions were taken, customers started getting better facilities
and this enhanced the goodwill of the company (AZDUSS Ltd., Alwar).

 I also interviewed the staff of the marketing department to judge their

satisfaction level. It proved very beneficial to the head of the
organization, the Managing Director, as he came to know the satisfaction
level of the employees of his organization and the action he needs to take
to keep his staff completely satisfied so that they can work well for the
betterment of the organization and remain loyal towards the organization

Final Report Page 46 of 77

 SURVEY RESULT

During the course of SIP training I conducted survey of 9 Saras parlours,

205 booths. The results of the survey are presented graphically as follows:

Survey result of 214 people on 21 / 9 Booths/Parlours

%

12
1%
6%
16% 2

35
Highly satisfied
102

48% Very much satisfied

Fairly satisfied

Unsatisfied
29%
63 Highly unsatisfied

Final Report Page 47 of 77

 S.No. Performanc
Factor Target Variance Reason
e
1. Door to door 500 500 Nil -
surveys

2. Booth surveys 21 20 1 Due to

lack of
time
3. Parlors surveys 9 9 Nil -

During the course of my training I surveyed some people who for some or the
other reason are not using Saras products or are unable to use Saras products.
The reasons they gave are presented below in a tabular form.

% of the people
S.No. Factor
surveyed
1 Absence of home delivery 20.00
2 Unknown about Saras products 12.00
3 Products are expensive 9
4 Priority to buffalo’s milk 7
5 Possess bad smell 7
6 Non availability of booth in the vicinity 6.8
7 Use Saras milk in case of emergency only 5.2
8 Faith in long association with the milkman 9.2
9 Not able to pay in cash 8.8
10 Consumers own cows and buffalos 5
11 No price consistency 7
TOTAL 100

Table 1

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 My observation about various Saras products with
respectpeople’s liking

Product My observation
Excellen Very Good Poor Very
t Good Poor
FCM (Gold) √
Toned Milk (Taza) √
Double toned milk √
(Smart)
Skimmed milk (Lite) √
Ghee √
Dahi √
Paneer √
Lassi √
Chhach (Plain) √
Chhach (Namkeen) √
Shrikhand (Plain) √
Shrikhand (Kesar √
Pista)
Flavored Milk √

DEPARTMENTS OF SARAS DAIRY (AZDUSS LTD.,

ALWAR)

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Marketing Department

According to Peter Drucker, “The aim of marketing is to make selling

superfluous.”

Marketing department is one the most important department in every

organization. The marketing activities of the organization include
providing support to the milk unions within and outside the state. The
marketing department conducts various surveys to know the needs and
expectations of the customer

Marketing department is responsible for the sale of liquid milk. It decides the
routes by which the milk is supplied as well as decides the number of booths in
district and up country. It also appoints distributors for supply of milk from
dairy plant to different areas of district and up country market. Presently in
Alwar city there are 315 working booths and 10 parlours. AZDUSS Ltd., Alwar
is also marketing various fresh milk products in Saras brand like chhach, lassi,
paneer, shrikhand, dahi and long life products such as ghee, skim milk powder
and whole milk powder.

Various sales promotion techniques are used by marketing department to

increase the sale of Saras products like

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  Incentive schemes to dealers
 Consultancy and hiring of marketing agency
 Hoardings
 Glow sign board
 Gift hampers
 Banners
 Advertisement through local cable
 Wall paintings

Human Resource Department

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Human resource is the most valuable asset for any organization. A human
resource manager is responsible to build up an effective workforce, handle the
expectations of the employees and make sure that they perform at their best. In
management human resource management deals with people. Each and every
organization consists of people and an organization has to utilize their services,
develop their skills, motivate them, and make sure that they remain committed
towards the organization to achieve the goals of the organization.

According to Byars and Rue “Human Resource Management encompasses

those activities designed to provide for and coordinate the Human
resources of an Organization.”
The human resource department manages the personnel serving the
organization.

The Human Resource Department performs the following functions:

 Creation of posts and appointments.
 Verification of character and antecedents
 Pay of appointment
 Age limits
 Commencement of service
 Probation of appointments
 Certificate of health

 Record of age
 Consequence of particulars being false or suppressed
 Relinquishment of services by employees and discharge of probationers

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  Termination of service of confirmed employee
 Superannuating and retirement
 Option to retire in certain cases
 Requirement of medical examination
 Retirement on medical grounds
 Date of retirement

Final Report Page 53 of 77

Operations Department

The operations department defines the working of the organization.

Processes: The steps for preparation of various products are as follows:

Process of making Ghee

Pasteurizer

Cream Separator
(To separate cream from milk)

Cream Tank
(To collect the cream)

Butter Churn
(Where the cream is churned to make butter)

Melting Vat
(The butter is melted in Melting Vat)

Ghee Kettle
(The melted butter boils in ghee kettle)

(This ghee is collected and stored in settling tank)

Packing Department
(Where the ghee is packed in 1 litre and ½ litre packs)

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Plain Chhach:
This is pasteurized milk which contains 3.1% fat and 8.6% SNF and acidity
1.08%. This milk is boiled at 40 degree celcius and 3% curd is added. It is
diluted by 40% DTM. This is packed in 500 ml packets and supplied to the
market for sale.

Namkeen Chhach:
In plain chhach various ingredients like 0.6% salt, 0.3% jeera, 0.15% rock salt
and 0.1% pepper is added to make namkeen chhach and packed in 200 ml
packets and supplied to the market for sale.

Lassi:
In plain chhach 12% sugar is added to make lassi and packed in 200 ml packets
and supplied to the market for sale.

Paneer Segment:

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 Milk from SILO

Paneer Vat
(In this Vat the milk contains FAT 5.0% and SNF 9.0%.)
The milk boils in paneer vat at 80 degree celcius and 2% citric
acid is added in this milk to separate FAT, SNF and water

Paneer Hook
(Then curded milk is pressed in paneer hooks for 45 minutes, then this
paneer is put into chilled water at 5 degree celcius)

Packaging Department
(Here the paneer is packed in 1 KG and 200 gm for sale)

Facilities:

Saras Dairy, Alwar (AZDUSS Ltd., Alwar) provided the following facilities
during operations:-

1) Safety for workers

2) Medical facility
3) First aid facility

Finance Department

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Financial Management is defined as making available the required funds at an
acceptable cost and making sure that the funds are suitably invested according
to the plan. This task is performed by the Finance Manager of the organization.

Capital Structure Theories

The two sources of long term finance for a firm are

1) Equity Capital: - Equity capital is the owner’s own capital invested in the
business.

2) Debt Capital: - Debt capital is the capital raised from other sources which
is invested in business.

Arrange finances through loans from ICICI and HDFC. Earlier loans were taken
from Alwar Gramin Bank.

Final accounts are maintained yearly.

Daily transactions are maintained in one day business.

Budget is prepared by the Accounts Department.

Final Report Page 57 of 77

Financial Ratio Analysis

Ratio analysis is a widely used tool of financial analysis. It can be

used to compare the risk and return relationship of a firm of different
sizes. It is defined as the systematic use of ratio to interpret the
financial statements so that the strengths and weaknesses of a firm as
well as its historical performance and current financial condition can
be determined. The term ratio refers to the numerical or quantitative
relationship between two items/variables.
Ratio analysis is a systematic use of ratios to interpret the
performance and status of the firm.

Current ratio: This ratio reveals the relationship between current

assets and current liabilities.
Current ratio = current assets / current liabilities

Quick ratio/ acid test ratio: The acid test ratio is the ratio between
quick current assets and current liabilities and is calculated by
dividing the quick assets by the current liabilities.
Quick ratio = Quick assets / current liabilities

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 Learning in the Executive Training

Each day is a new learning experience and so was the case during my Executive
Training. Every day I learnt something new. During my training I learnt the
following things:

 First and foremost I learnt to practically apply the knowledge gained

through theory classes and bridge the gap between academic institution
and corporate world.
 Understood the importance of job responsibility.
 How coordination is maintained between different departments like
marketing, human resource, administration.
 Learnt the ways to increase milk procurement.

 Understood the distribution network adopted by Saras.

 Understood how the management keeps its employees satisfied and retain
them.

 The processes that the milk passes through before reaching the final
consumers.

 The processes by which various milk products like ghee, butter, dahi,
paneer, chhach, lassi, shrikhand, etc. are prepared.

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  The marketing strategies adopted by Saras Dairy, Alwar (AZDUSS Ltd.,
Alwar).
 Learnt how to conduct door to door interviews. Initially I felt slightly
uncomfortable conducting the interviews but with time I learnt a lot and
became very comfortable conducting door to door personal interviews.
 Learnt to participate in milk testing camps and test the milk sample
 for purity
 Learnt to organize plant visit for visitors.

 Learnt to take demand of Saras products from various stations through

phone or personal contact in the prescribed proforma.

 Learnt how to build a good rapport with the staff. I was very successful in

building good rapport with the staff of the marketing department and
other departments of the organization as well.

I worked as an intern in Saras dairy (AZDUSS Ltd., Alwar) which processes

and markets milk products which are quickly perishable. Therefore the
marketing strategy of Saras is very different from others. In this type of
organization it is necessary to maintain a balance between demand and supply
and I learnt very well how to maintain a balance between demand and supply.

Final Report Page 60 of 77

 “SO, INSIST ON SARAS MILK JUST !!!!!

BECAUSE ONLY SARAS MILK GIVES YOU

TRUE VALUE FOR YOUR MONEY.

IT IS PURE, FRESH, NUTRITIOUS, HYGIENIC AND CREAMY.”

Final Report Page 61 of 77

SWOT ANALYSIS OF SARAS DAIRY (AZDUSS Ltd., ALWAR)

STRENGTHS WEAKNESSES

 The products are very  Low availability of raw

pure milk
 The products are  Dependence on farmers
extremely hygienic  Reduced milk supply in
 The plant is ISO 9001- summers
2000 and HACCP
certified

OPPORTUNITY THREATS

 Milk is an essential  Milk can be produced

commodity which every not manufactured.
body uses.  There is always a
 There is no competitor possibility of a
of packed milk in Alwar. competitor entering the
market.

CONCLUSION

Final Report Page 62 of 77

During the two months of my training at Saras Dairy (AZDUSS
Ltd., Alwar) and the surveys I conducted till date, I reached the
following conclusions:

1) Saras (AZDUSS Ltd., Alwar) is a very large and reputed organization and
it gives me immense pleasure and satisfaction to be associated with such
a reputed organization.

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

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

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

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

7) Saras parlours/booths also face problems because sometimes there is no

timely supply of products to them. They receive the products late in the
day and then these products have to be sold the next day. People do not
accept such products.

Final Report Page 63 of 77

 8) People believe that the Saras products are costly.

9) During the course of customer survey I also found the general public’s
opinion about different Saras products.

LIMITATIONS

 Any research in any field topic gives some new results, discovering new
areas etc. but there are always some limitations thereof.

 The limitations that I came across during the course of my training at

Saras (AZDUSS Ltd., Alwar) are:

 Response Bias: Sometimes the respondents consciously or unconsciously

misrepresent the truth, and then it amounts to response bias.

Final Report Page 64 of 77

  Non response errors: Sometimes respondents do not give a response or
give partial response. It is called non response error. The reason may be
lack of knowledge or unwillingness to answer.

 Fluctuations in weather conditions: During the survey I came across

unfavorable weather conditions like scorching heat and dust storm.

 Scarcity of time: There is limited time available each day and lot of tasks
have to completed in a day like preparing reports, conducting surveys,
spend time at the office to gain knowledge, etc.

 Different tastes and preferences: The study was conducted in the urban
areas and it cannot be applied to the rural areas because the tastes and
preferences of people of rural and urban areas differ vastly.

 Inaccurate information: The answers given by the respondents are not

always correct and may be misleading.

 Time consuming: It is very time consuming to go door to door in order to

conduct a survey of various homes and find their views and study their
buying behavior.

 Small sample size: The sample size is small and it may not actually
represent the whole population.

1) Difficult to convince people: Sometimes it becomes very difficult to

convince people as many of them are not at all aware of Saras products
and some are very stubborn. It becomes slightly difficult to convince such
people but it is a challenging task and a good learning experience.

2) Limited information: Being a trainee, it became difficult to obtain some

confidential information about the organization. This sometimes became
a hurdle during the training.

Final Report Page 65 of 77

 3) Non availability of person: In some cases the person is not present at
home.
4) Dependence on respondents’ views: The data collected is totally
dependent on respondents’ views, which could be bias in nature.

5) Difficult to recall: It is not possible and economically viable to revisit a

person who was not present at home.
6) Lack of educated and cooperative respondents: Personal interviews are
successful only when the respondents are educated.

The limitations that Saras Dairy comes across are:

1) Low availability of raw milk in summers.

2) Dependence on milk producers.
3) Dependence on monsoons.
4) Milk can be produced not manufactured.
Increasing competition in dairy industry.

SUGGESTION

• Home delivery facility should be provided.

• Increase in advertisement and publicity.
• Motivation programme for booth and parlour owners.
• All information regarding Saras dairy and its products should be available on
internet.
• The policy that an organization must follow in order to run successfully is

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• Employee identification card should be provided to employees of Saras.
• Good coordination between marketing department and booths & parlour
owners
• Inspection and frequent check of booths and parlours.

Questionnaire Design

A questionnaire is a set of questions to be asked from respondents in

an interview, with appropriate instructions indicating which questions
are to be asked, and in what order. Questionnaires are used in various
fields of research like survey research and experimental design.

Questionnaire design is a vital issue in interviewing. A properly

designed questionnaire can tap the necessary information from the

Final Report Page 67 of 77

respondent. Therefore, researchers always design a tactful set of
questions to probe and prompt the interviewee to give useful answers.
Questionnaires fall under various categories, such as structured,
unstructured, disguised and undisguised.

The questionnaire consists of two types of questions:

Open Ended Questions

Close Ended Questions

Format of questionnaire used in door to door survey

Dear Respondents,

I Akhalesh kumar gupta, MBA student of Rajasthan Technical University

conducting a survey of the various products of the Alwar Dairy, such as Lassi,
Chhach, Dhai, Cheese, Shrikhand, & other milk products which are available in
the local market.

Alwar Dairy has it’s name for the quality products, it in your service since 1975

It would be grateful if you could fill up the following questions in this regard,
all the information supplied by the respondents shall be kept confidential.

Your
Name: ……………………………………………….
Address: ……………………………………………….

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 Phone: ……………………………………………….
Email: ……………………………………………….

Which age group do you belong:-

(a) 10 -20
(b) 21-30
(c) 30-50
(d) 50 above

Occupation:
(a) Government Employee
(b) Business
(c) Agriculture
(d) Other (Pls. Specify) ……………

Income Group:
(a) Up to Rs.10,000
(e) Between Rs.10,000 – 25,000
(f) Between Rs.25,000 – 50,000
(g) Above Rs.50,000

Q.1. Which product(s) of Alwar Dairy you are using at present?

Products
Lassi
Chhach
Dhai
Cheese
Shrikhand
Butter

Final Report Page 69 of 77

 Ghee
Milk

<Q.2. How would you rank them in terms of prices?

Product Highly Priced Getting value for Money
Lassi
Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.3. How would you rate them in terms of (Quality) fresher?

Product Fair Good Very-Good Excellent
Lassi
Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.4. How you liked the taste.product in terms of

Product Fair Good Very-Good Excellent.
Lassi

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 Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.5. How you liked the product in terms of packaging.

Product Fair Good Very-Good Excellent

Lassi
Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.6. What you think the pack size available is.

Product Bigger Appropriate Small
Lassi
Chhach
Dhai
Cheese
Shrikhand
Butter

Final Report Page 71 of 77

 Ghee
Milk

Q.7. How often you take these products?

Product Once a week Twice a week Thrice a week Daily

Lassi
Dhai
Cheese
Shrikhand
Butter
Ghee

Q.8. Where do you get these products.

Product Milk Bar Milk Booth Near by Retailer
Lassi
Milk
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.9. What you say about the availability of these products?

Products Always Not always Rarely

Final Report Page 72 of 77

 Lassi
Milk
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.10. How you have these products.?

Products Drinking\Direct Intake Other purpose (Specify)

Lassi
Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk

Q.11. The factors that you may consider while buying a product.
(Rank them in order of priority)

Price ………
Freshness of product ………
Over all quality ………
Brand Name ………

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Q.12. Is there is any complain regarding the product about?

Taste
Freshness
Price
Pack. Size
Cleanliness
Flavour
Any other (please mention) …………

Q.13. Would you like to give your valuable suggestion regarding

the improvement in the product or regarding the packaging or
any other. Please feel free to tell me.

………………………………………………………………………
………………………………………………………………………

I deeply thanks to you for giving me your such a valuable time.

( Akhalesh kumar gupta )

ABBREVIATIONS

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 AZDUSS..................Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd.,

DCS..........................District Cooperative Societies

FGS..........................Finished Goods Supply

FMP.........................Fresh Milk Products

HACCP...................Hazard Analysis Critical Control Points

ISO...........................International Standard Organization

OJT..........................On Job Training

SIP...........................Summer Internship Program

SKM.........................Skimmed Milk Powder

WMP........................Whole Milk Powder

BIBLIOGRAPHY

Final Report Page 75 of 77

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

following sources:

1) Textbook on Marketing Management, ICMR publication, Hyderabad

page no. 189- 205.

2) Textbook on Marketing Management by PHILIP KOTLER:11th edition

page no. 104 – 130.

3) Marketing management , Dr. C.B Gupta, Sultan chand & Sons

publication, page no. 205-217

4) Marketing management An Indian perspective, P.K Agarwal,

Pragati Prakashan,Meerut, page no. 80-95

5) Annual publication of Saras Dairy, Alwar

6) MIS department of Saras dairy (AZDUSS Ltd., Alwar).

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

8) Marketing Management ( Ramaswamy or Namakumary)

Final Report Page 76 of 77

Final Report Page 77 of 77