Summer Internship Project 2011-2013 About The Organization Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd. Registered - March 1975 Plant commissioned -June 1981 It started with a modest beginning of procuring 250 litres of milk per day and
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Summer Internship Project 2011-2013<br>
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About The Organization Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd.
Registered - March 1975
Plant commissioned -June 1981
It started with a modest beginning of procuring 250 litres of milk
per day and now it procures Five Lakh Ltr per day.
It obtained the Quality Management Systems Certification as
per ISO : 9001: 2000 in combination with (HACCP) as per IS:
15000: 1998.
The Dairy procures milk through its strong network of over
1200 Village level Dairy Co-operative spread in Jaipur &
Dausa district.
Dairy plant presently include multidimensional activities like
chilling, Pasteurization, standardization, sterilization,
production of Ghee, Butter etc.<br>
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“JZDUSSL is presently marketing milk & milk products under SARAS brand” Automation:
Jaipur Dairy has introduced the PC based Milk Collection Station.
Services:
Quality -Sophisticated quality Control
Laboratory
Engineering
Human Resource Development
Marketing - strong networks of retail
outlets<br>
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Achievements: Among the first 8 dairies to be selected by NDDB for countrywide launch of Mnemonic symbol campaign.
Jaipur Dairy has always stood to its commitment of fulfilling the demand of Indian Forces posted at front in the hour of need.
MP Federation and Mother Dairy enter into long time agreement with Jaipur Dairy for manufacturing the products under their respective brand names.
Jaipur Dairy was awarded for ‘Best Machine Utilization’ at recently held Milk Seminar at Goa.<br>
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SARAS Products SARAS Milk Parlors serving a complete range of milk products are operational at 505 points & 18084 outlets in Rajasthan.<br>
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About Project Objectives
To know the consumer perception towards various products of the Jaipur dairy.
To know the brand awareness among consumers towards the products of the Jaipur dairy
To understand competition in dairy industry and its effect on Jaipur dairy.<br>
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Research Methodology Research Design
Descriptive research design has been chosen.
Include both quantitative and qualitative technique, where in face to face to interviews using a structured questionnaire will be used
Sources of Data
Primary Data
Secondary Data
Target Group-Belonging to
Age group between 13-65 years
Male /Female who are either
Chief Wage Earner of the family (CWE)
Housewives
Student-(Age 13+ years) (mix of boys & girls)
Self employed
Business person
Sections belonging to different income groups<br>
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Contd. Sampling method
Non Probability Sampling Method has been used to select the samples.
Sample size
250 respondents
Sampling frame
Individuals from Jaipur city.<br>
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Data Analysis and Interpretation MOST USED BRAND OF MILK SARAS- 74%<br>
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“SARAS” BRAND- AWARENESS IN PEOPLE Out of 250 respondents, 92% are aware of SARAS products, and only 8% are not aware of SARAS products.<br>
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Reason for not USING Saras (for those only who are not using) Only 23% people are not using SARAS in which 10% are not using due to an issue of availability.<br>
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Best Brand according to consumers? 1st – SARAS
2nd –AMUL
3rd –Britania
4th –GORAS
5th -Lotus<br>
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Most liked Attribute of SARAS products Quality, Taste & Hygiene got 1st, 2nd & 3rd rank respectively in most liked attribute of SARAS products.<br>
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Most attracted product of SARAS according to consumer is “Dahi/Chaach/Lassi/
Shreekhand” and “Milk” Additional element which will highly satisfy consumer if added is
“cost reduction” and “improved quality”<br>
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Findings 92% respondents were aware of SARAS brand.
74% respondents use SARAS products.
Non Availability is the main reason for those who are not using SARAS products.
SARAS products are most liked by the consumers.
Amul is the main competitor of SARAS & is capturing the market fast.
Quality is the best attribute of SARAS according to the respondents.
Dahi/ Chaach/Lassi remains at the top of the mind among maximum number of respondents.
Maximum no. of SARAS products users have monthly income more than Rs.10000<br>
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Contd.(1) Maximum no. of families consume 1 to 2 liters of milk per day.
Maximum no. of families have four members staying together.
SARAS is offering not more nor less variety of products.
If Cost will reduce and quality will improve a little more then consumers will be highly satisfied.
Ghee/Butter/Cheese is less popular among the consumers.
AMUL is offering more varieties then SARAS.
Consumers are liking DAIRY LIFE milk also.
Milk Food and Krishna is most popular ghee among the consumers.
Consumers are preferring the low fat butter most and that is offered by AMUL, Nutralite , and Delicious.
Consumers are facing the problem of milk sticking to the bottom of the vessel on boiling without adding water into it.<br>
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Recommendations Jaipur dairy should make the efforts to attract the age group of below 20 years as well those who are not using SARAS products to gain more market share.
Dairy should give more attention on manufacturing products in various variants.
Company should launch Ghee/Butter in new attractive packing to change image of SARAS Ghee/Butter in consumers mind.
Company should introduce sales promotion schemes like free weight, tattoo, contest, free gifts etc.
Advertisement can be done with the help of animations that attracts children and teenagers .
Company should consider on the supply of product in the peak season.
Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote company’s milk and milk products.
Milk quality must improve so that it don’t get stick to the vessel while boiling. Dairy plant should keep a check on machine and find out the reason why it is happening.<br>
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Contd. (1) Improve delivery schedule to provide products on time for those who claimed that SARAS milk is not available to them on time.
Incentives & schemes should be given to the retailers and some scrutiny should be follow to check the scheme get being communicated properly by distributors or sales person
In areas where there are lots of juice shops, people are not preferring to take flavored milk even when the price of it is less than those of juice. Therefore in this area advertisements should be done emphasizing on hygiene factor.
There are many historical places in Jaipur city and high tourism is also there. Hence SARAS parlors should get open at those places.
SARAS should produce low fat butter as it has a great market potential.
Online Marketing
Special offers should be there for dealers, retailers and consumers at the time of festivals.
Discount coupons should be given to the consumers in order to buy more milk.<br>
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Contd. (2) To popularize Ghee/butter/cheese free sample may be distributed at some public places, schools by organizing some contests/competitions.
For Brand promotion and marketing of SARAS milk it should introduce a mascot for the SARAS milk in order to gain a good position in the mind of customers. This will also help in easy Brand differentiation and Recognition.
Also advertising on the television, Radio Stations and Sponsorship of the events, Trade Fairs will be a better choice.
Consumer awareness programs
The pamphlets should be printed in such a way that it not only advertise about the milk but also provides information about how to preserve the milk in different conditions.
In order to attract the ladies segment the pamphlets should have some recepies on the other side of it.
If adding preservatives in the milk keeps the milk for longer times then SARAS should also add some preservatives in the milk as people not only see quality but also sees the time duration i.e. how much times we can store the milk.<br>
