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Analysis of Four Ps of SARAS ICE-CREAM

Submitted in partial Fulfilment of requirements for the award of Degree of

BBA/ B.Com.

Submitted by:
Jitendra Choudhary
Registration No. 1509010520
Under the Guidance of
Dr. Sourabh Sharma


With the increasing trend of globalization the consumers satisfaction

one increasing day by day satisfaction the customer attitude has also change.
As marketer it is important to recognize why and how individual make
better marketing decision. If marketer under stands consumer buying behavior
then they are able to sharp in their market and stand a long period in market.
No doubt, markets who understand consumers behaviors have great
importance advantage in the market please.
Today in completive edge choice of alternative is available in the market
and consumer over also influenced by their informed and averment clues that
can perused the consumer so the usability patterns' of SARAS ice cream
consumer become more importance for company to understand and retain its
sub scribes this report is an offer from the researcher to find out the altitude of
the SARAS consumer in satisfaction change scenario. The report has been
peppered in for chapter consisting introduction to the company survey profile
project file conclusion signification respectively.


project study is successful not only by the single efforts of trainee alone but there

are several people who are helpful in making training a completed job done for a

specific purpose. It is a matter of great privilege and immense pleasure to be

associated with an esteemed organization like SARAS ICE CREAM

Also acknowledging the work and help of all those who have guided us for the

completion of the project on time is indeed a duty of ours knowledge the fact that

no words can measure their guidance to any extent.

Likewise in completion of my summer training I would like to thanks many

authorities and personalities upon whose guidance and sincere cooperation.

I made myself to finish and complete the summer training schedule with grace and



In todays corporate and competitive world, I find that ice cream industry has the

maximum growth and potential as compared to the other similar sectors. ice cream

industry has the maximum growth rate of 25-30% while as Food and Beverage

sector has maximum 40-50% of growth rate. This growth potential attracts me to

enter in this sector and SARAS ICE CREAM has given me the opportunity to work

and get experience in highly competitive and enhancing sector.

The success story of good market share of different market organizations

depends upon the availability of the product and services near to the

customer, which can be distributed through a distribution channel. company.


WALL, MOTHER DAIRY etc have adequate agents in the market they can

capture big market as compared to the other companies.

Agents are the only way for a company of ICE CREAM and other similar

sector through which policies and benefits of the company can be explained

to the customer.


1. Introduction of Industry
2. Introduction to the organization
3. Research Methodology
Title of the Study
Duration of the Project
Objective of Study
Type of Research
Sample Size and method of selecting sample
Scope of Study
Limitation of Study
4. Data Analysis
5. Facts & Finding
6. Conclusion
7. Recommendation and Suggestions
8. Swot Analysis
9. Appendix
10. Bibliography



Lot of Indian people start day with tea and milk. Milk is an essential factor of our
daily life. In India milk business is very old business. Dairy business adopt modern
concept in 1970 with the help of National Dairy Develop Board through Operation
Flood Plan. In first section of this plan, selected ten states. In which Mother dairy
was setup in Delhi, Mumbai, Calcutta and Chennai.

Our country is on first position in production of milk. But in field per capita
availability of milk we are very behind. In America per capita availability of milk is
almost 900 gm while in India it is almost 200gm. The ideal average per capita
availability of milk should be at least 250 gm.


Indian dairy emerging as sunrise industry and contributes significantly in

generating small and marginal farmers of rural India, besides providing food
India is blessed with huge bovine population of 196 million cattle and 80
million buffaloes accounting for 51% if Asia and 19% of world bovine
population- the largest in the world.
Milk production in India has increased from 20 million tones to during 1970
to 77 million in 1999 which accounts for 20% of the worlds milk production
and registering an annual growth rate of 5%per year.
Indias dairy industry generates an annual business of nearly Rs. 88,000 cr.
Dairy sector provides regular employment to 9.8 million people in subsidiary
status, which together constitute 5% of total work force.
Dairy development owes much to the Anand pattern of co-operative.
The dairy infrastructure now comprises 23 states federation, 170 district milk
unions and around 1, 00,000 villages cooperative societies thorough which
rural milk production and procurement system have been effectively linked
to urban markets consumption centers.
Of every 100 liters of milk produced, 44 liters were retained by the rural fold
and 56 liters were the marketable surplus for the urban area. Of which only
10 liters was handled by the organized sector cooperative and remaining by
traditional sector.

Operation flood brought milk revolution in the country by transforming
dairying into a core economic activity. The main challenges before the
Indian dairy sector to improving quality, developing international accepted
products and stepping up global marketing strategy.
The future of the Indian dairy industry is promising, sine its de-licensing in
1992, the interest of multinationals and Indian corporate in the industry has
been growing, and the industrys growth potential is high as there is
sufficient domestic demand and good scope for exports of milk and milk
India is emerging as one of the largest and fastest growing consumers
market in the world with high-income elasticity of demand of dairy product.
Indian dairying is energy-efficient, labor intensive and ecological sound.
Over 80% of milk sold in urban and semi urban areas is non-pasteurized
from unorganized sector. The overall market for liquid milk is growing 4%
per annum.

It is true that any industry is the engines of growth in any economy. They are the
job providers and the technological innovators. Dairy industry of this area takes a
form of independent industry and through its those people gets benefits, which are
the member of its industry directly or indirectly.
1) A farmer 50% of income earn by milk selling.
2) Solving of economic problems of that area through provide employment
to young person.


1) Due to get A. I. facility, cheap animal food farmer can increase of milk
2) People get more benefit due to no intermediaries.

1) People get pour, fresh and pasteurized milk
2) Provide employment to the transporters who are supplying milk to the
3) Employment to the worker who are working in dairy plant, chilling plant and
animal food plant.
4) Give relief throughout famine.



Co-operative means mutual working. It is based on principal Each for all

and all for each. In other words it is an organization of weaker section to face

exploitation of rich persons. In other words co-operative form of organization is an

association of persons where by people of ordinary means joint voluntarily to

protect their economic and social interests. Thus it is a protective mean adopted by

such persons. The aim of this movement is service and reasonable profits


Co-operatives Societies can be formed under Indian Co-operative Act. The

following conditions are essential for formation of the society.

1. There must be at least minimum ten members.

2. Every member should be adult or major.

3. The members should be resident of that village or the city, where society is


4. All documents of co-operative societies should be submitted to the registrar

of co-operative society.


The management of co-operative societies is based on democratic aspect.

All members elect a working committee that looks after the work of the society. The

members are not paid salary. Registrar of co-operative societies departments

checks the accounts of societ


In the present age population growth rate are very high. In village area

opportunity of employment are decreases in this situation Dairy Industry can be

good substitutes for young generation people. Before setups own dairy business

we are required some main point to keep in mind: -

. Take best training about dairy industry.

Choose best place.

Purchases best cattle.

Best cattle management etc.


To improve the quality of raw milk, the Dairy has commissioned chilling

centers and installed Bulk Coolers at various places in the milk shed.

This Dairy procures milk through its strong network of over 1200 Village

level Dairy Co-operative spread in Jaipur & Dausa district. Dairy arranges

transportation of milk from doorsteps of milk producers to the receiving point

at dairy plant and its chilling centers. Payments of milk are disbursed to the

milk producers on ten-day basis.

Procurement and input activities include Farmer's Organization, Input

Services like Animal Health Coverage, animal breeding programme, Supply of

balanced cattle feed and improved high yielding fodder seeds to the

members, Cooperative institution building , Women Dairy Cooperative

Leadership programme and Training of DCS manpower and its Managing

committee members etc.

Processing facilities of the dairy plant presently include

multidimensional activities like chilling, Pasteurization, standardization,

sterilization, production of Ghee, Butter (Salted / Unsalted), Skimmed Milk

Powder(SMP), Indigenous fresh Milk Products (Paneer, Shrikhand, Chhach

(Plain / Salted), Lassi, Mawa (Khoa)& Dahi (Plain / Mishti) and Aseptic Milk

(which was handed over to Jaipur Dairy only in 1997-98).


Registered March 1975


APS April1984

Coverage Jaipur & Dausa

Started with 25 DCS

Towards fulfillment of the national objective of making India self

sufficient in milk production, a small step was taken in March 1975 and Jaipur
Zila Dugdh Utpadak Sahakari Sangh Ltd., Jaipur (popularly known as Jaipur
Dairy) was registered under Cooperative Act 1965 to work in then Jaipur
District. Initially this union did not have the processing facilities. It started with
a modest beginning of procuring 250 liters of milk per day.

The initial handling capacity of the dairy plant was 1.5 Lakh Lt. per day
with a powder plant of 10 MT per day capacity, which was commissioned in
the year 1981 under Operation Flood Program 1 by National Dairy
Development Board for service of thousands of rural farmers families of

Over the years, there has not been looking back for Jaipur Dairy and
the significant growth has been made in all fields i.e. procurement, processing
and production of various milk and milk products and marketing thereof under
the brand name of SARAS. The plant is managed and operated by well-
qualified, competent and experienced managerial cadre and highly motivated
work force to provide highest quality of products and best of the services to
our esteemed customers.

To further improve the efficiency and effectiveness of the plant
performance, Jaipur Dairy (Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd.,
Jaipur) had earlier obtained the Quality Management Systems Certification as
per ISO 9002:1994 in combination with IS: 15000 (HACCP) in the year 2000.
Now the dairy has upgraded the system in accordance with ISO: 9001: 2000
in combination with (HACCP) as per IS: 15000: 1998.


The Basic unit of Jaipur dairy is village level milk producer's

Cooperative society. These villages Dairy Cooperative provide a remunerative
market to producers. It collects supplies surplus milk from milk producers and
send this collected milk to Jaipur Dairy. Milk supplied by the producers are
weighed, samples drawn for quality testing and payment is made on the basic
of quantity and quality of milk (Fat % ) .

The Dairy Cooperative started with traditional manual operated

centrifugal machine for fat testing. This system was expensive, hazardous and
time consuming and producers were not aware of about fat content of milk
supplied by them .During the year 1984-85 the Electronic milk tester (EMT)
was installed at about 50 DCS. Since it gave instant digital display of fat
content of the milk. But due to non availability of maintenance support and
funds during a period of about 10 years, new expansion could not be made.

In the year 1996 a strategy was made to have more stress on

automation of milk reception at village level Dairy Cooperative as well as at
Jaipur Dairy Plant. Since EMT found immediate acceptance and faith in it was
felt that accuracy and consequent transparency can result in Growth of milk
procurement. The large no of EMT installed at DCS's in phased manner, but
the remaining work like weighing, recording of data registers, calculation of
amount payable and accounting was all done manually.

Further Electronic Weighed which along with Electronic Milk Tester
(EMT) attached to a processor which print a payment slip for every sample
were installed at DCS. This enabled a prompt payment to the milk suppliers,
but the problem of maintaining records accounting continued to exist. This
problem become more acute, as the success resulted in increase in
membership, milk collection and therefore accounting activities was also

This initiated the Management of Jaipur Dairy to take a further a bold

step ahead of providing a paradigm shift in technology by introduction of
Smart Automatic Milk collection Station (SAMCS) at village level. This also
sought to exploit the potential of the PC for computerizing the other activities
of the society, namely accounting, Profit distribution, inventory management of
trading items, provision of services and other data.

As a result of this vision, Jaipur Dairy has introduced the PC based Milk
Collection Station. The Milk Collection Station performs on-line capturing of
Fat content of the milk and the weight of the milk supplied and immediately
prints the payments slips. It simultaneously stores the data for further use in
the accounts of the society. This data could also be put to use for calculation
of profits, and its distribution as it is directly linked to the milk supplied over the

The PC could also be put to use for automation of other activities of the
society like management of inventory of trading items of the Society,
accounting of various veterinary services, animal breeding, animal health care
services provided by the society.

The generation of such a data-base would lead to another application in
future namely the Data mining for study of cattle-breed management, milk
collection improvement, health-care, economic, education and other statistics of
the milk producers at the village level affiliated with the society.

This data could further be transmitted and pooled through Internet

Connectivity at the decision making level for further policy planning, control
and effective monitoring. Presently more than 85% of DCSs in our milk shed
have either AMCS or EMT. Besides the automation of village level Dairy
Cooperatives the milk can Reception System at the Jaipur Dairy dock i.e. the
Raw Milk Reception Dock (RMRD) has been modernized with the installation
of an RMRD Automation Network System, which is first of its kind in India.

The automation system records weight data from the two reception
docks automatically, with entry of various parameters like Route Code, DCS
Code, Sample Number, Number of Cans, Types of milk etc. Similarly
recording of Milk Quality Analysis data consisting of Fat% and SNF% is also
provided. On completion and collection of the weight and analysis cycle for a
particular route, both the data are processed and collected for printing the
Truck Sheets.

The data i.e. both the merged and individual ones are available for
further processing. In addition, processed data on milk can summary, route
summary, daily summary etc., can also be obtained. The software has
provisions for numerous formats and has the usual MIS features.

The software is user friendly and has inbuilt features for quality &
quantity validation and checking. It also has user secured features for user
auditing and performance monitoring. This is a special feature as it prevents
manipulation by means of the 'password' authorization control, which is
configurable only by competent authorities. Apart from automizing the Man
Dairy Dock, we have installed the same system at all of our chilling center's
reception dock also.

Recently, Jaipur Dairy has initiated an ambitious project of 'Online Data

Integration System (ERP solution) of all activities of the organization. This
project has been enthusiastically implemented and expected to be in full
operation within six months.

The Installed capacity of Jaipur Dairy was 1.5 LLPD. The Dairy Plant was
commissioned in the year 1981 under OF 1. With the multiple increase in
marketing of milk and milk products and also in milk procurement, the capacity
of the plant was increased to 2.5 Lakh Lt. Per day in 1998-99 with internal
human and financial resources. The production facilities are available and
maintained in most hygienic manner as per laid down procedures of Quality
Management System.

Considering the growth in procurement and marketing, Jaipur Dairy has
prepared and initiated Expansion Plan for expanding the capacity to Five Lakh
Ltr per day., with the help of NDDB Jaipur Dairy also has Aseptic Packaging
Station, which is a 'State of Art Technology' and of very few in the country.

The plant has been well maintained till date by our own technical staff. This fact
has been well accepted and acknowledged at recently held Milk Seminar at
Goa, when Jaipur Dairy was awarded for 'Best Machine Utilization'.

Jaipur Dairy has always stood to its commitment of fulfilling the demand of

Indian Forces posted at front in the hour of need. The conditions of production

facilities and production environment are being maintained in perfect conditions

till date.

This has resulted in other sister organizations like MP Federation and

Mother Dairy to enter into long time agreement with Jaipur Dairy for
manufacturing the products under their respective brand names.


We have entered in the 21st centaury; still Back bone of our Indian economy is
primarily agriculture & animal husbandry. Most of the activities, & related to
there two fields are done by women but have contribution is not recognized at
any level.

In dairy & animal husbandry sector, she is playing very important role.
But behind the screen, Jaipur dairy also identified the significance of her role
& started emphasising on participate increasing women participation by
increasing women membership & no of women in D.C.S. management
It could yield only a mild positive impact. Jaipur Dairy in 1991 started
G.O.I .Under this project exclusively women dairy cooperative societies were
organized, where member, management committee member, chairperson
secretary etc, were all women. object of these project was society economic
development of rural women This project had following programming Literacy
prog, health & Sanitation Prog.,Employment prog, Awareness Generation
prog. All these activities were to be performed on women Dairy Cooperative
Society Plate form.

All these activities were to be performed on women Dairy Cooperative Society

Plate form.

This program yielded very good results. Beside considerable increase in

income, increase in literary level better adoptability of Health & Hygiene
practices, There is tremendous increav in her AWARENESS. She is more
confident, better decision maker, self relient, ambitious & vocal. All these
features were observed & felicitated by the then US President Mr. Bill Clinton
during his visit to NAILA (JAIPUR) where are our dairy women demonstrated
not only the working of on automatic milk collection station with computers but
also discussed will him the story of their storage and success.

To system this Impact and feature strengthening women dairy cooperatives
jaipur dairy started women dairy cooperative leadership development. Program
and cooperative institution building program with. The help & support of
National Dairy Development Board, Jaipur. Objective of this program is again
strengthening of WDES & its numbers by increasing women participation in all
activities of WDES. Modus apparent for awareness is training at various levels.
These peregrine facilitated by local resource person who is again a women,
Selected out the same level onass,local , literate , vocal ,acceptable locally
,vibrant & having leadership ability. this program has also given good result in
the form of owning of organization ,role perception & loyalty to D.C.S.

Woman empowerment is continuous process. only this we can say is A

promise to keep, A Dream to fulfill, And Miles to go

To improve the quality of raw milk, the Dairy has commissioned chilling
centers and installed Bulk Coolers at various places in the milk shed.


The Installed capacity of Jaipur Dairy was 1.5 LLPD. The Dairy Plant
was commissioned in the year 1981 under OF 1. With the multiple increase in
marketing of milk and milk products and also in milk procurement, the capacity
of the plant was increased to 2.5 Lakh Lt. Per day in 1998-99 with internal
human and financial resources. The production facilities are available and
maintained in most hygienic manner as per laid down procedures of Quality
Management System.
Considering the growth in procurement and marketing, Jaipur Dairy has
prepared and initiated Expansion Plan for expanding the capacity to Five Lakh
Ltr per day., with the help of NDDBJaipur Dairy also has Aseptic Packaging
Station, which is a 'State of Art Technology' and of very few in the country.
The plant has been well maintained till date by our own technical staff.
This fact has been well accepted and acknowledged at recently held Milk
Seminar at Goa, when Jaipur Dairy was awarded for 'Best Machine
Jaipur Dairy has always stood to its commitment of fulfilling the
demand of Indian Forces posted at front in the hour of need. The conditions of
production facilities and production environment is being maintained in perfect
conditions till date.
This has resulted in other sister organizations like MP Federation and
Mother Dairy to enter into long time agreement with Jaipur Dairy for
manufacturing the products under their respective brand names.


A. Liquid Milk
i. Toned Milk
ii. Standard Milk
iii. Full Cream Milk (Saras Gold)

B. UHT Milks
i. Cow Milk
ii. Fit N Fine Milk (DTM)
iii. Tetra Pack Milk

C. Ghee

D. Butter
i. Table Butter
ii. White Butter

E. Paneer

F. Chhach
i. Plain Chhach
ii. Namkeen Chhach (Salt & Zeera)

G. Lassi
H. Shrikhand
i. Elaichi (Plain)
ii. Kesar Pista
I. Ice Cream
i. Softy (Only at Milk Bars)
ii. Ice cream (Only marketing )
J. Skim Milk Powder.

Note: Brand name of the entire product is



Jaipur Dairy sells its milk & milk products through a network of over 1800
retail outlets spread over Jaipur city and near by 50 towns. The retailers are the
most important segments of Jaipur Dairy and are given all care and attention.
They are regularly trained on various aspects of Customer satisfaction. We
have ensured that the consumer should not travel / walk more to fetch milk for
his / her daily consumption. With this intention, strong networks of retail outlets
have been made. Supply of liquid milk is made twice a day for benefit of the
consumers. Liquid milk is dispatched to rural area through a contracted fleet of
insulated vehicles. Jaipur Dairy was among the first 8 dairies to be selected by
NDDB for countrywide launch of Mnemonic symbol campaign. This has further
given a big boost to the image of SARAS brand milk.
The milk and milk products are sold through a network of a mix of own,
shop agencies, various institutions and Saras Milk Parlors.
vJaipur Dairy has taken utmost care to satisfy and delight its customers
and consumers. We have launched many consumers incentive and sale
promotion schemes during last few years like Double Dhamaka, Triple
Dhamaka, Home Delivery Schemes etc. The Customer Satisfaction Index is
an indicator of the performance of the Jaipur Dairy.
Jaipur Dairy has also started marketing ghee in rural area through dairy
cooperative societies. The results of the same have been overwhelming and
presently we are selling over 70 MT per month of ghee through DCSs.


Jaipur dairy has got a sophisticated quality Control Laboratory, which is
equipped to carry out almost all the chemical and bacterilogical tests related
with milk and milk products. The QC lab also carry quality tests for various
packaging material, ingredients, chemicals used in Jaipur Dairy. The services
of the QC lab is also used for carrying our consumer awareness programs like
"Dudh Ka Dudh Pani Ka Pani". We also have facility for general public for
getting their milk/ghee samples tested in our QC lab free of cost.

The lifeline of Jaipur dairy i.e. steam, water and refrigeration is
provided and maintained by the Engineering section. Apart from this, this
section does regular maintenance both preventive and corrective, only.
Considering the perishable nature of milk, the engineering section has to be
on its toes always.
The section is managed by well- qualified and experienced manpower,
which are at par with any professional organization.

Human Resource Development

Jaipur dairy has always considered its staff member as an

asset. Various programs are run on continuous basis for keeping
the morale of employees high. Without the positive support of the
employees, the success story of Jaipur Dairy would not have been
Yearly Get-together of all officers and employees is one of
the most important events of Jaipur Dairy.
For the last few years, more emphasis is being given on
employees training in the field of Attitude, Customer Relations,
Positive Thinking, Time Management, Stress Management, and
Team Building etc. apart from technical subjects. Employees are
being made aware of such subjects either by nominating them to
various training organizations and workshops & seminars..


Introduction of IVRS System

First in Rajasthan to get ISO 9002 & 1500 HACCP
Launch of mobile CART Scheme

Questions about Jaipur Dairy

Q1: What is milk?

Q2: How Jaipur Dairy is different than the other dairies?

Q3: Is it true that dairy milk is made of powder?

Q4: How and from where i can get milk & milk products?

Q5: What are the products being manufactured and marketed by Jaipur Dairy?

Q6: I am having cow / buffalo at my home. Can i give milk to dairy directly?

Q7: Formation of DCSS and interrelation ship with Jaipur Dairy ?

Q8: Why Pasturised milk is better then vendor milk?

Q9: What are the contents of milk?

Ans 1:

As per the standard definition, " milk is a lacteal secretion from the mammary
glands of a healthy milky animal free from colostrum".

Ans 2

Jaipur 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, Jaipur Dairy is a part of three tier
structure i.e. Dairy cooperative society at village level which form district level
milk producer union which are further federated in state level federation. All
three entities are autonomous and linked to each other by provisions of their
bye laws.

Ans 3

Milk has got mainly three constituents fat (3 to 6%, snf comprising of
proteins, lactose, minerlas etc (8 9%) and water (85%). Due to the calving
cycle, cow / buffaloe remain in milk for 8-9 months in a year. The high yielding
and low yielding period is different in case of cow or buffaloe, but generally
winters are called flush season due to high production of milk whereas
summers are called lean season when production is less. On the other hand,
the demand is almost constant through out the year. Hence during flush
season, fat part of milk is preserved in form of white butter and snf in form of
powder after evaporating water. These two contituents are mixed and
processed during lean season to meet the demand. So powder is nothing but
preserved snf / fat of milk.

Ans 4
Jaipur Dairy for its esteemed consumers has developed a network of over
1600 retailers. One can meet all his demand by contacting the nearest retailer.
In case of any problem you can contact us. The list of Saras Milk Parlors is as

S. Prior Name of
Address Ph.No.
No. No. Owner
Sh. Ravindra S-6 Joshi Colony,
1 5001 2593812
Joshi Barkat nagar
Smt. Anjana B-117,Mangal
2 5002 2704493
Vijay marg, Bapu nagar
Smt. Preeti B-4,Shiv marg Bani
3 5003 5108846
Agarwal park
Sh. Arvind 74/173,Shipra path,
4 5004 5178209
Bhatnagar Mansarovar
Sh. Rahul A-23,Amaneeshah
5 5005 5128179
Sharma road, Shastri nagar
Smt. Rakhi New Sanganer
6 5006 2292036
Daga Road
Sh. Indarnath
7 5007 Gurunanak pura, 5104260
Sh. G.R. 13,ojha hi ka bagh,
8 5008 2700766
Chaudhary Gandhi nagar mod
Sh.Sampat C-35, pratap marg,
9 5009 2620812
Llal joshi Tilak nagar
M/S Hotel Baggichi, M.I.
10 5010 2379219
G.N.Bilders Road
11 5011 Vishveshvarya 5145842(pp)
Nagar Ex.
Sh.Pradeep B-50, Ganesh
12 5012 2704214
Joshi marg, Bapu nagar
13 5014 Sh.Rajendra D.C.M.,Ajmer Road 3106133

M/S Pink City 54, Narayan Singh
14 5015 2571678
Press Club Circle
Sh. B.S.
15 5016 C-28, Baraf khana 2669297
Sh. K.K. 3 ta 31. Jawahar
16 5017 3128267
Mehta nagar
Sh.Hanuman Mandara bus
17 5018 5178413
Sharma stand,V.T.Road
Sh.Sanjay 14-A, Tanaji marg,
18 5019 2321898
Sharma Brahampuri
Sh. Manish 500,Surya nagar,
19 5020 3104546
Jain Gopalpurabyepass
Sh. 28 AB, Shriram
20 5021 Ramswaroop colony, 2236379
Soni Vidhydharnagar
1kha 25,
21 5023 Sh. Anil Garg 2653908
Sh. Pratap 1899, Kothari
22 5024 2381994
Singh bhawan
Smt. Meena 32/10, Swarn path
23 5025 2070915
Agarwal shoping centre
Sh.Manohar S.no.139, Himmat
24 5026 9288012380
Singh nagar
Sh. Piyush 122/57,Madhyam
25 5027 5063360
Shah marg ,Mansarover
S.no.15 ,Gangori
26 5028 Rajkumari 2317077
Sh. Dinesh A-179, 80 Ft.Road,
27 5029 2501947
Gaud Mahesh nagar
Ajmer Road
28 5031 Sevayatan 2220240
,Sodala, Jaipur
Smt. Anju 112/26, Agrawal
29 5032 3952005
Jindal Farm, Mansarovor

Surya Resort
Sh. J.S.
30 H.parlor ,Bagru, Ajmer 5123983
Sh.Shankar Dayarampura, Agra
31 H.parlor 5140487
Lal Sharma Road
RCDF Saras Sankul,
32 5113830
Campus J.L.N marg
33 Opp.Jaipur Dairy

Ans 6

We are sorry. We take milk through our member village dairy cooperative
societies only. Please pour milk to any one of our dairy cooperative societies.
You can contact our zonal incharges or manager (field operation) for further

Ans 7

Milk producers of villages

Management committee of dcs

(9 members, out of which two from weaker section and one for woman)

Chairman of DCSS

Board of directors of Jaipur Dairy

(total 14 member, including 9 elected members amongst chairmen of DCSS,
out of which 6 from general category, two form weaker section (bpl, sc/ st etc.)
And one from women chairpersons. Rest are nominated)

Chairman of bod of Jaipur Dairy

(out of elected members)


Milk is natures perfect food for all ages. It has almost all the vital nutrients
neede for growth and well being of human body.

Milk is the richest natural source of calcium and essential amino acids. It is
good for bone formation. It is particularly beneficial for people recovering from
sickness, for sportsmen, for old people, for pregnant women and for growing
children. The doctor recommends a minimum daily intake of 250 ml. Or one
and a half glass of milk for every person. Normal cow milk has 4%fat and
buffalo milk 6% fat. There is another important constituent of milk- solids not
fats these solids not fat. (or SNF, as it is commonly called) comprise of
proteins, minerals, carbohydrates and vitamins. For milk to be nutritionally
balanced, it has to contain both fat and solids- not- fat in right proportion.

FULL CREAM GOLD 6.0% 9.0% Min.
TONED MILK TAAZA 3.0% 8.5% Min.

Milk is available in jaipur city in Gold Shakti, Taaza and smart varities. Milk
strictly conforms to PFA standards to comply with the legal requirement and to
provide wholesome nutritive food to our consumers. This means when you are
buying saras milk, you are sure you are getting value for your money. You are
sure you are getting the natures perfect food

your family you are sure you are getting your full 500 ml, 100ml, in every pack.
You are sure you of getting a milk which has longer life because of its superior
bacteriological quality. The loose milk available from local vendors in jaipur city
often does not conform to pfa standards. It has fat and less solid-not-fat than
required. Remember that if your milk contains 0.5% less fat or SNF, you are
paying up to 60 paise per pouch extra. Besides, it is not uncommon to find
artificial preservatives, not permitted by law being added to loose milk. This has
been authenticated in a recent campaign run by this Sangh, in which it was
found that more than 60% to 70% of milk sold by private traders and loose milk
think again! By compromising on the quality of milk you may be depriving your
children of essintial life building proteins and nutrients that only pure, high
quality milk offers. That is why:




Ans 9

Sl. Fat
Milk S.N.F.(%)
No. (%)
Lactose Protein Other Total
5 to
1 Pure Buffalo Milk 4.6 4.3 0.4 to
3.5 8.0
2 Pure cow Milk to 4.3 3.4 0.5 to
4.5 9.0
Saras Tond Milk
3 3.1 4.4 3.8 0.4 8.6
of Jaipur dairy
Saras Stardared
4 Milk of Jaipur 4.6 4.4 3.8 0.4 8.6
Saras Gold Milk
5 6.1 4.5 4.2 0.4 9.1
of Jaipur dairy
Saras Smart Milk
6 1.6 4.5 4.2 0.4 9.1
of Jaipur dairy


Title of the study:

Analysis of 4ps of saras ice-cream

Duration of Study

My project study duration was short term along with my final year studies. To
complete my research I had to go in market and I prepared a questionnaire to ask
questions to get the primary data to complete my research.

Objective of the study

Analysis of 4Ps of saras ice-cream.

Strawberry 10 SP,SR SP,SH
Butterscotch 200ML 25 SP,SB SP
Tuti Frooti 12 SP,SR SP

(Familypack) 500ml
Vanilla 45 SP,SB SP,SH
chocolate 80 SP,SB SH
Strawberry 70 SP SH
Butterscotch 80 SP,SB SP
Butterscotch 20 SP,SR SP
chocolate 20 SP,SR SP
Mango bar 10 SP,SR SR,SH
Choco Bar 15 SP SP
Mango Dolly 15 SP,SR SP
Rose 15 SP,SR SP
Kewra 15 SP,SR SP,SH
Kesher 15 SP,SR SP

SP- Saras Parlor
SH- Some Hordings
SB- Some Booth
SR- Rickshaw

Quality Of Product:-
Saras Ice-Cream qualities are low as comparison as Kwality
Walls,Cream Bell,Amul,Vadilal.
Its Taste is not good comparison as Kwality Walls,Cream
Some of Ice-Cream Product Good like Butter Scotch, Chocolate,
Candy etc.
Should be change in quality of saras ice-cream.

Assesment of Product:-
Many variety of product in saras ice-cream, like family
pack,cups,candy & dolly, cons & kulfi etc.

Assortment of Product:-
Different Types of Saras Ice-Cream Product-
Family Pack
Dolly & Candy

Finding Promotions Activities:-
Promotion through saras parlor
Promotion by saras Rickshaws.
Appoint Small saras Retailer in Urban & Rural areas.

Demand of Customer
Improve Quality of saras product.
Available on booth.

Availability of Product
On every booth
Cover all colonies

Capture all youth(college & institute)

Increasing mode of availability (by rickshaw)

Promotion Tools:-
Advertisement( Television & Radio)
Print Media( Newspaper)
Promotion by Rickshaw
Hoardings on road corners
Leaflets & Posters

Awareness of Product:-
By Newspaper
Word of mouth

Customer satisfaction regarding saras ice-cream price.

Mostly customer satisfy saras ice cream price
But change quality


Desciptive Research

Descriptive Research includes surveys and fact finding enquiries of different

kinds. The major purpose of Descriptive Research is Description of the state of
affairs as it exists at present.
1. Data collection
Data collection exercise can be bifurcated into two parts
a) Data from secondary sources
b) Data from primary sources.
Secondary sources begin with our own library which houses over annual reports of
over 3000 companies, 500 global companies, newspapers/ magazine clippings,
industry association reports, government/ ministry reports, books/ periodicals,
journals etc. Needless to say, our analysts spend zillions of hours surfing the net.
The analysts read, make notes, discuss with respective team leader and reach
some preliminary hypotheses as regards to sector trends, competitive position of
various players etc.

Then they start primary data compilation. That is what separates us from most of
other information providers. Primary data collection, if you ask us to quantify,
constitutes 90% of value we give you in our research reports.
The analyst fix appointments go out in the field and meet a diverse cross section of
people such as
The companies management. This is the most vital source of information.
We attend analysts meet.

When confronted with opaque and un-cooperative management refusing to

give appointments, we try and meet their ex-employees and retired people.
We would indeed be too naive to survive in this business, if we reduce us to
stenographers and reproduce whatever management talks about their companies.
We need a robust re-validation methodology to cross check, corroborate and add
to what companies talk about themselves and their sectors.

So we meet a large number of competitors, suppliers, customers, trade and
consultants round the year. Also, before our analysts meet managements, they do
their homework as regards to the companys track record in financial

Primary Data

The data, which are originally collected by an investigator or agency for the first
time for any statistical investigation used by them in the statistical analysis, are
termed as primary data.

Secondary Data

The data, which have already been collected and processed by some agency or
person and taken over from these or used by any other agency for their statistical
work, are termed as secondary data.


Sample Size:--- 100 CUSTOMERS
Sample instrument:--- questionnaire & close end

Sample area:--- lalkothi , gopalpur, mansarovar

Sample contract:--- direct approach

Sample plan:--- provability sample

(simple random sample)

Sample unit; -- ---- individual customers.

Scope of the study

I am undergoing the summer internship project Saras (Jaipur Dairy). I had joined
the company on 1st Feb 2012 and assigned task of doing the market survey work
for ice cream products. I am doing my project on research on saras with their
existing competitors like Amul, vadilal etc. I also had to understand about other
products of Saras. In this report I also had to present the details of other Dairy
Products in which the customers take interest.

This study tries to focus on customer buying behaviour.

This study also tries to focus on motivating the customer to buy saras products.

Limitations of Study

Though I had completed my project on time but I still faced certain

problems while doing the market survey work and collecting
information for my project report they are listed below:
Convincing the prospective people is very difficult job.
Many people are loyal with his relatives or friends terminal so it is difficult
to convert them.
Information That I gathered through filling up of a Questionnaire took a
bit of time and responds found it wastage of time so I convinced them
Some of customers were unavailable at the time of the survey.
Some responds show some bias towards some answers.
Consumer awareness not good for saras ice cream product
Amul and vanilla both big competitors for saras ice cream

4-Data Analysis

Data Analysis of Four Ps of Saras

Explanation of Four Ps

These are following:-



Product Price Promotion Place

Product Variety List Price Advertising Channels
Quality Discount Sales Force Coverage
Design Payment Period Publication Transport
Size Allowances Direct Mktg Inventory

The Four Ps represent the seller view of the marketing tools available for
influences buyers.
From a buyers point of view each marketing tools is designed to deliver a
customers benefit.






40% Series1




Yes No

68% customer aware about saras ice cream.









kwality cream amul vadilal saras
walls bell

40% customer use kwality walls
25% customer use cream well
20% customer use Amul
10% customer use vadilal
5% customer use saras

Low selling of saras ice-cream in jaipur






20% Series1




TV Hording Newpaper Others

34% customer get information by hoardings
24% customer get information by newspaper
22% customer get information by other way
20% customer get information by TV


Booth Shops Rickshaw Saras

40% customer want to saras ice-cream on booth
28% customer want to saras ice-cream on nearly shop
22% customer want to saras ice-cream on Rickshaw
10% customer want to saras ice-cream on Saras Parlor


Yes No

80% customer not affordable for different category in sarar
ice-cream product








Yes No

Analysis:- Saras ice cream is not easly available. That the problem
of popularity of saras ice cream.

Q. 7





40% Series1




Yes No

Analysis:- Saras ice cream has not good quality to his competitors.








Like Dis Like

Analysis:- 60% customers like saras ice cream packaging but 40%
dislike packaging and they wants to change it.








Yes No

Analysis: - 60% customer has facing problem of product availablity

& 40% are happy with availability.

Q. 10




30% Series1



Different Affordable Taste Easy
Flavour Available

Analysis:- 50% customer like different flavour and 15% has has feel that

affordable of saras ice cream is good and 20% customer are happy with taste

of saras ice cream and 15% are using saras ice because of his easy availability.

Competitors of SARAS

1. Kwality Walls
In cups icecream kwality walls price some products high and low but Saras Ice
cream prices low and product different.
In candies Saras ice cream price low but product segmentation not good. Product
differentiation not proper.
Kwality walls products range and prices are high with goods quality as compare to
Saras Ice cream.
Ex. Chocoberry Nova & Crunchy Chocodeep etc.

Comparison by Place and Promotion

Kwality walls ice cream distribution has high level rather than Saras Ice cream.
Kwality walls ice cream available on many areas of Jaipur through shop keepers,
Kwality walls has good & high Promotion through newspapers, T.V Channels,
Magazines, rickshaws, hoardings on malls, road corners and many places.

2. Cream Bell
Cream bell product ranges are different compare to Saras ice cream.
Prices of cream bells ice cream high but has good quality rather than Saras ice

Distribution and Promotion

Cream bell ice creams promotion by high advertisement, newspapers, T.V
Channels, Magazines, rickshaws, hoardings on malls, road corners, internet and
many places.

3 Amul
Amul ice cream product ranges are very high and prices according to product.
Amul ice cream has good quality and they also maintain it regularly.
Amul ice cream largely distributed in city, as result of that many of shop keeper has that
product for selling or can we say they are selling that product in large quantity.
Amul ice creams promotion by high advertisement, newspapers, T.V Channels,
Magazines, rickshaws, hoardings on malls, road corners, internet and many places.

4. Vadilal
Vadilal is also competitor of Saras Ice cream.
Vadilal ice cream distribution has high level rather than Saras Ice cream.
Vadilal ice cream available on many areas of Jaipur through shop keepers,



1. As the people think that liking is a other product like milk, chach, ghee but they
dont like saras ice cream because of many other companies in market.

2. with the objective and goals to meet the demands & expectations of the public.
Because the entrance of new companies will increase the competition and it would
be a tough task to secure a good position in market.

3. Since Saras Ice Cream is not leading with several companies policies it should
be easy for them to penetrate into the market and secure a good position if they
pay greater attention to the service part provided to their customer and thereby
forming a long and trusted relationship.

4. As seen from the survey that at present 50-60% of the customer or persons do
not know about saras ice cream. They always like vadilal, motherdairy, kwality
walls other local brands.

5. 60% of customers ready to accept the product because of saras reputation and
his already establishment. They all are well known about company but in ice cream
segments they dont want compromise with other products. Because of other
companies provided more than better quality to saras
6. Saras is not manufacturing of ice cream, its only maintain the marketing of ice
cream with his brand name.


Saras dairy is competing successful in the domestic market and has mastered the
ability to absorb state of the art technology. It has dedicated R&D and the relating
labs to focus. The organization has made a name for it and is highly respected for
its quest for quality in quantity. Continuous up gradation of technology and training
of marketing, with regular marketing strategies of its organization has helped the
organization to be amongst the best.
The project marketing strategies of milk products with special reference to Saras
Dairy in Jaipur has been undertaken during the training period gave an opportunity
to study the system in detail and have an insight into the organizations marketing.
The organization has a very well thought out organizational structure, streamlined
procedure and well-motivated workforce. A lot of attention has been paid to the
marketing department and ethos of the workforce. The objectives are very clear
and unambiguous. The motivation levels very high and everyone seemed to be
highly satisfied with marketing strategies as well as the attitude of the
Another factor that emerged during the training was that the organizational relation
existing in this organization is very healthy and there is no single dispute pending
between the management and employee.
The "Quality Policy" of this enterprise is the core factor of the organization. As is
evidence from the objective laid down by the organization it believes in
development of good people, good techniques, and good environment. The
carport's philosophy- "To be the best and quest for quality in quantity" has been
very evident in each and every aspect of functioning of the dairy. It was very
heartening to see that there is absolutely no compromise on the quality aspect and
rejected lots of the produce were discarded out rightly.

The above factors put together with the hard and efficient work of
employees, have laid Saras dairy is poised to conquer more heights and remain
firmly where it always has been right at the top.




Before attempting to develop any strategy for liquid milk marketing by the
PFDUSS. Let us try to understand what our brand stands for, or better, how the
consumers perceive it.

We are all aware that if we put our brand and that of our competitors on a scale to
test the quality, we would be ahead this to some extent has been reinforced by the
successful Dudh Ka Dudh Paani Ka Paani programmme being run in various
localities in Jaipur. Therefore, that functionally our product is superior (with a
higher SNF content as compared to the dudhias, and being hygienic and
unadulterated) is a proven fact. But do the consumers of milk think the same?
Through the findings of our survey and the informal comments during interviews
with the respondents, the frequently heard comments were:
Is me se malai nikal hui ha means that cream has been taken out of this (i.e.
Saras) milk.
Ye dudh taaza nahi hai.means the milk is not fresh.

The surprising or should we say alarming fact is that some of the users of Saras
milk agree with the above the statements. Some other comments like, you mix
powder in the milk, the milk smells, were mainly from the non users who had
based own opinion on whatever they had heard from others or had last used
Saras five of six months ago.

Therefore in spite of our product creditable functional attributes, what matters is
the perceived attributed of brand, which ultimately decides whether the consumer
will purchase our product or not.
If we notice what the consumers feel about our competitors (dudhias) milk, they
say that it is fresh and creamy. On pointing to the fact that most of them do
believe that the dudhias milk is adulterated to some extent, the response was at
least it is fresh.

Analyzing both these findings we see that

We cannot change the fact and thus the perception that the dudhia milk is fresher
than ours.
Many consumers are still satisfied with the quality of milk their dudhias supply in
spite of him mixing water (some dudhias do supply creamier milk via-a-via Saras
albeit at higher prices).
Therefore we cannot take our competitor head on either on freshness or on the
creaminess factor. If we take a look at our present positioning, our advertisements
project Saras as:
Malaidar (full of cream)
Shudh (pure)
Taaza (fresh)
Which are in direct confrontation with the perceived image of our brand?
Therefore instead of wasting our resources in changing the perceived image of our
brand, we suggest that Saras be repositioned on a health platform, which is truly
and better reflected by its functional attributes. Thus Saras be positioned as
Shudh (pure)
Paushtik (nutritious)
Swasthvardhak (healthy)

The Dudh Ka Dudh Paani Ka Paani programme has also highlighted this fact
among the consumers. With more and more cases of supply of adulterated milk
being seized and published, we can successfully project Saras as a healthy and
hygienic alternative to the increasingly health conscious consumer. More over as
we shall see later, this platform will open newer market segments for us in the

Suggestion According to Four Ps

1. Saras Ice cream advertisement should be large scale of T.V, Radio,

Newspapers etc.
2. Quality of Ice cream should be increase with planning.
3. Improvement in Taste, Range, Quality etc
4. Ice cream should take place of every place like Saras both, shops, and
other important places.
5. Saras Co-operative company should be go through good marketing of Ice
creams like newspapers, T.V Channels, Magazines, rickshaws, hoardings
on malls, road corners, internet and many places.



In any organization, strength and weakness indicate the capability and

preparedness of the organization to respond the business opportunities likely to be
available in the environment and the extent to which it is able to use its strength to
neutralize the treats, SWOT analysis is done for generating a corporate plan. It is a
macro level process, which has to be interpreted at different micro level like
technical, financial, human resources etc.

Ability to overcome commercial and technical challenges.
Provide quality products with consumer satisfaction
Strong foundation laid by the top management.
Organization sells his product directly to the industrial users.
Improves the quality of a product and service continuously.
Quality and accuracy is the main strength.
Organization's productivity is too high
Business focus approach
Product planning
10. Availability of trained manpower
11. Product Planning
12. Storage Facility
13. Good procurement base
14. Established infrastructure


High overheads
No product range
Work force with low skill levels
Lack sufficient personnel in frontier areas of technology
Company does not make the public relation by giving sponsorship, seminars,
speeches and company magazines.
Company is not upgrading its website regularly
Company does not introduce new product line.
Improper strategic decisions.
Early project termination.
10. Inadequate coverage of markets.
11. No sales promotion.
12. Lack of Transport facility.
13. Management of pricing.
14. Evening supply deficient.


Covering maximum market in Rajasthan

Company advertises its product on internet.
Start on line selling facility
Market research, inspection and development
Using the standard weights, grade and standardization.
Growing health consciousness among consumers.
Vast untapped market potential.
Lucrative markets in satellite towns.
Increasing dissatisfaction among users of dudhia's milk
Growing health consciousness among consumers.


Low entry barriers

Flexible competitors
Employee turnover
Competition in market
Quality of raw materials
Threats by local supplier's viz. chohata.sanskar, and by other milk company.
In any organization, strength and weakness indicate the capability and
preparedness of the organization to respond the business opportunities likely to be
available in the environment and the extent to which it is able to use its strength to
neutralize the treats, SWOT analysis is done for generating a corporate plan. It is a
macro level process, which has to be interpreted at different micro level like
technical, financial, human resources etc.



For fill these questionnaires I have doing a field work because in the marketing
every work is done with the field work for complete this questionnaire. I have going
the customers home and fill this questionnaire. This is very important for this
project I am going to different areas for completing the Survey and get the
consumer satisfaction level.


Consumers name: - ..

Address :- ..


Mobile number :- ..

Q1) Do you know about saras ice cream product?

(a) yes
(b) no

Q2) Which brand of ice cream do you like most?

(a) Kwality Walls
(b) Vadilal
(c) Amul
(e) Saras ice cream
(f) Others

Q3) Form where you get information about saras ice cream?
(a) TV Ads
(b)News papers
(c) Hoardings
(d) Others

Q4) Where are you like to take saras ice cream ?

(a) Booth
(b) Nearly Shop
(c) Rickshaw
(d) Saras Parlor

Q5) Is the price of product affordable for different catagary?

(a) Yes
(b) No

Q6) Is saras ice cream easily available?

(a) yes
(b) no

Q7) Is saras ice cream quality better than his competitors?

(a) Yes
(b) No

Q8) Do you like packaging of saras ice cream?

(a) Yes (b) No

Q9) Do you face any problem of product availablity?

(a) Yes
(b) No

Q10) Why do you like saras ice cream?

(a) Different flavour

(b) Easily Available

(c) Affordable

(d) Tasty



Books & References

Principles of Marketing: Philip Kotler, Gary Armstrong

Marketing Management: Ramaswami, Namakumari
Marketing Management: P. K. Agarwal
Research Methods & Techniques: G. C. Beri, C.R. Kothari