CONTENTS CHAPTER 1. INTRODUCTION …………………………………………… 05 2. HISTORY OF PATNA DAIRY PROJECT. …………. 12 3. MANAGEMENT STRUCTURE …………………….…….. 25 4. PRODUCT PROFILE …………………………..………….. 28 5. RESEARCH METHODOLOGY ………..…………………
6. DATA INTERPRETATION & ANALYSIS …………….
10. RECOMMENDATION & SUGGESTIONS ……….……… 71
APPENDICES: BIBLIOGRAPHY QUESTIONNAIRE
OBJECTIVE OF THE STUDY SCOPE OF THE STUDY IMPORTANCE OF THE STUDY MISSION AND VISION OF COMPANY
INTRODUCTION India with a population of more than 100 crores is potentially one of the largest Consumer market in the world. With urbanization and development of economy, tastes and interests of the people changes according to the advance Nation. Marketing is about winning this new environment. It is about Understanding what consumer’s wants a supplying it’s more efficiently and more conveniently. The consumer market may be identified as the market for product and Service that are purchased by individuals as household for their personal consumptions. Milk is typical consumer products purchased by Individuals for many purposes primarily making tea and sweets. The market of milk is also facing a competition and many companies are floating in the market with their products with different brand names. In such a situation different factors which influence the people choice for milk are taste and quality. So, marketing is both philosophy and technology. It is Technology because it suggests ways and means for effective production and Distribution of goods and services in the market to give maximum satisfaction to the consumer the marketing manager is responsible for both Determining and suitability of goods and services in the market to give maximum satisfaction to the consumer. The marketing manager is responsible for both Determining and suitability of goods and services presented by the company to the market and also determining about potential market and make better relation with retailer.
In this regard the marketing management with have to apply to marketing the marketing management for effective research and can be defined, “Systematic Objective and exhaustive study of tasks relevant to any problem in the field of marketing.”
OBJECTIVE OF THE STUDY
The ultimate aim of marketing is to meet and satisfy customer’s needs, wants and desires. But “knowing customers” is never simply. Customers may state their needs and wants otherwise. They may not in touch with their deeper motivations. They may respond to influences that change their mind last minute. Plainly speaking the term consumer behavior refers to the behavior that consumers display in searching for purchasing, using evaluating and dispersing of products and services that they expert would satisfy their needs. The study of consumer behavior is the study of how individuals make decisions to spend their available resources (Time, Money, Efforts) on consumption related items. As matter of human behavior, we are concerned with understanding consumer behavior with gaining insight into why individuals act in certain consumption related way & learning what external influences compel them to act as they do.
SCOPE OF THE STUDY
The market survey was conducted on “Comparative analysis of Sudha Milk and milk products with respect to its competitors". This study was done at Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd. Phulwarisharif, Patna. The survey covers a wide range of activities and factors, which determine the response of customer about his /her dairy products specially, milk. The samples of 100 respondents were taken to represent the response of customer. The validity of the findings of this survey is limited to the period during which the field survey was conducted i.e. eight weeks.
LIMITATION OF THE STUDY 1) Survey covers feed back from users and non users of Sudha Milk and milk products. 2) The study is done on survey method and suffers from this method. 3) The non users although they know the product but still they are not buying the products because of some short-comings. 4) Time is the major constraint 5) Some respondents did not co-operate
6) Many respondents did not provide proper information due to bias Because of these limitations, it may not be possible to draw any major conclusions. However the conclusion that is drawn in this study can be considered as indicative or suggestive in nature.
IMPORTANCE OF THE STUDY
The eight weeks summer training is very important for a student of MBA. This type of study gives some practical knowledge to MBA students and practical knowledge has more relevence than theoretical knowledge for anyone. There is no certain formula for any particular problem but the aim of this study is to develop the ability of decision-making. Right decision at right time itself helps an organization to run smoothly. The training in any organization gives us an idea of different marketing activities and main emphasis is given on “Promotional Activities” Aspect and also it is seen how business is taken tactfully. When any problem comes to an executive, the way of problem solving right decision making and knowledge of different types of marketing activities gives much importance to this study.
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To create value and make a difference everywhere we engage.
History of COMPFED
Background The Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) came into existence in 1983 as the implementing agency of Operation Flood (OF) program of dairy development on Anand Pattern in the State. All the operation or erstwhile Bihar State Dairy Co-operation was handed over to COMPFED.
Area of Operation Five-district level Milk Producer’s Corp. Unions affiliated to the Milk Federation were covering eighteen districts till the end of programme in March 1977 (end of Eighth Plan). Number Of districts being covered by unions at present has risen to twenty four and in addition, five districts are being covered by the Federation, further work is being initiated in six districts more. District milk unions, which are organizing the DCS network in these districts, are listed below:
Vaishal Patliputra Milk Union, Patna
Patna, Vaishali, Nalanda, Saran and Siwan district.
Barauni Milk union, Barauni
Begusarai, Khagaria, Lakhisarai, Shekpura and Some villages of Munger And Saharsa district.
iii. Tirhut Milk Union, Muzaffarpur
Muzaffarpur, Sitamarhi, Sheohar, E. Champaran,and
W. Champaran district
iv. Shahabad Milk Union, Arrah
Bhojpur, Buxor, Kaimur and Rohtas district.
v. Mithila Milk Union, Samastipur
Samstipur, Darbhanga and Madhubani district.
The milk Federation has already taken up organization of Dairy Co-operative societies (DCS) in the districts of Gaya, Jehanabad, Bhagalpur and Purnea. Departement of AH & Dairying in the Ministry of Agriculture, GOI has approved a propose for dairy development in Supaul, Madhepura and Saharsha districts. The districts of east and west Singhbhum, Ranchi, Bokaro and Dhandad are being covered by the dairies directly under the control of Milk Federation for the supply of Milk and Milk products to the urban consumers in these Cities. Procurement of milk has been taken up in Ranchi district only.
Because of initial teething tribules and the set back caused by the natural Vagaries, the progress was impeded. Regaining of confidence of the milk Producers in the cooperative dairying system shattered due to poor management by erstwhile. Bihar State Cooperation earlier was also of one of the major reasons for sluggish growth. Lack of functional infrastructure in the sphere of animal husbandry, especially in breed improvement, artificial insemination (AI) and animal health cover also contributed to the torpid progress. Policy decisions taken six to seven years ago have changed the trend for growth in all quarters of cooperative dairying in Bihar. In the earlier Years, the emphasis was on the horizontal expansion of area is also being done.
AN ISO 90001:2000& HACCP ( IS-15000) (CERIFIED ORGANISTION ) BACKGROUND:
Patna was one of the milk shed identified under `Operation flood – I ’ (OF-01) for implementation of the programme. A hund red thousand liters per day capacity Feeder Balancing Dairy (FBD ) and 100 MT per day Cattle Feed Plant (CFP) were set up under this Programme . A corporation known as Bihar State Dairy Corporation (BSDC) was formed in the year 1972 for speedy and effective implementation of the operation flood Programme in the state. The Dairy Corporation was to develop the Dairy Cooperatives both at the village level and mil shed level on ‘Anand Pattern’ and it was expected that the milk shed level cooperative would take over the entire infrastructure created in due course. The corporation positioned a multi disciplinary Procurement & inputs wing in 1975 after their recruitment and training a Spear Head Team (SHT) was deputed from National Dairy Development Board (NDDB) from the same year for helping the Corporation in-organizing and developing the Cooperatives through the progress in the initial years was encouraging, the programme, for obvious reasons could not achieve the goals for which it was established. Subsequently, the State Government felt it worthwhile to request the National Dairy Development Board (NDDB) for taking over the infrastructure created on management basis. The National Dairy Development Board (NDDB) took over the management to the infrastructure with effect form 1st October 1981 under the banner of Patna Dairy Project (PDP).
PROGRSS OF PATNA DAIRY PROJECT:
The National Dairy Development Board (NDDB) immediately after taking over the project positioned an integrated Spear Head Team (SHT) to restructure the milk procurement activities and also for streamlining the work of the Feeder Balancing Dairy(FBD) and Cattle Feed Plant(CFP). Under the management of NDDB the project had not only made excellent progress but had been able to establish the fact that the Cooperatives could function equally well in Bihar too and what is essential is the proper atmosphere guidance. Along with the organization of milk procurement activities and management of both the plants Feeder Balancing Dairy(FBD) and Cattle Feed Plant(CFP) on commercial lines, National Dairy Development Board (NDDB) took special care to develop the Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd. (VPDUSS), the milk shed level cooperative for taking over the project once the National Dairy Development Board (NDDB) withdraws its management. National Dairy Development Board (NDDB) handed over the arrangements of Patna Dairy Project (PDP ) to Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd.(VPDUSS) with effect from 1st July, 1998.
PROGESS OF PATNA DAIRY PROJECT UNDER VAISHAL PATLIPUTRA DUGDH UTPADAK SAHKARI SANGH LTD. (VPDUSS) The major tasks before the Vaishal Patliputra Dugdh Utpadak SAhkari Sangh Ltd. (VPDUSS) was to see that the excellent infrastructure developed by the National Dairy Development Board (NDDB) is not only maintained but also to see that pace of development is not hampered. The Vaishal Patliputra Dugdh Sahari Sangh Ltd. (VPDUSS) has been able to accomplish these tasks to a greater extent.
PRESENT STATUS OF PATNA DAIRY PROJECT UNDER VAISHAL PATLIPUTRA DUGDH UTPADAK SAHKARI SANGH LTD. MILK PROCUREMENT:
There are present 1285 nos. of functional Dairy Cooperative Societies (DCS) in the areas of Patna Dairy Project (PDP) covering the district of Patna, Vaishali, Nalanda and fringe areas of Saran with a total membership of 74663 members. The daily average procurement has reached up to 147390 litres during the year 2005-2006. It is hoped that project shall collect above one & half lack liters of milk per day in commencing year. There are 198 nos. of Women Cooperative Societies (WCS) exclusively managed and run by rural women folk. While the union has a Fairly good number of functional societies, emphasis is being given to c onsolidate the functioning of the primary societies by increasing the member’s participation. The graphs showing the no. of functional societies, no. of members, yearly daily average milk procurement and daily average lean months procurement are enclosed. The Cooperative Development (CD) Program was also initiated from March 1991 with the assistance of National Dairy Development Board NDDB . The graph showing the average producers price over the years is enclosed .
TECHNICAL INPUTS: The union (VPDUSS), in addition to providing a ready and state market for the rurally produced milk at the door-step has been providing the inputs required for milk production enhancement viz. Artificial Insemination (AI) with Frozen Semen,
Veterinary First Aid (VFA), Vaccination, Supply of Balanced Cattle Feed, Supply of Folder Seeds, Treatment of paddy straw/wheat bhusa with Urea, Supply of Urea Molasses Block (UMB)
etc. on No profit no loss basis . The response from the milk producers for all these has been exceedingly encouraging and the Union is in the process of extending these facilities to more and more Dairy Cooperative Societies and farmers.
FEEDER BALANCING DAIRY(FBD): The Feeder Balancing Dairy(FBD) with a capacity to handle 1.5 lakhs liter per day (LLPD), has facilities for manufacture of Milk powder, Butter, Ghee, Ice Cream Peda, Panner, Plain/Misti Dahi, Lassi Mattha etc.
The Patna Dairy Project (PDP ) was first to start milk marketing in sachets in Bihar during 1981 and its product profile includes- fluid milk of various grades, milk powder, butter, ghee, gulab-jamun, peda, ice-cream, paneer,Surabhi (Flavured Milk), rasogulla, diet ice cream and plain/misthi dahi along with this it also manufactures and supplies cattle to its members. The production and marketing of Table Butter under the brand name ‘SUDHA’ was introduced from 1st October 1993 and the response has been encouraging. The marketing of Sudha brand of Ice Cream in patna after test marketing in August-September1994 , was formally launched from April, 1995. The initial response has been satisfactory. Efforts are on to increase the market share of Sudha ice-cream. The Marketing of Sudha brand Plain/Misti Dahi in Patna was started in OctNov.2001 and was formally launched from November, 2001. The initial response for this product too has been overwhelming. The production of Sudha brand Lassi in Patna was stared in April-May-2003 .
CATTLE FEED PLANT: The role of balanced feed is not only increasing milk production but also sustaining the same by ensuring regular conception need not be over emphasized. Realizing the same the Union has been making constituent efforts for popularizing the consumption of balanced feed by the milk production. In addition to catering to the needs of the Dairy Cooperative Societies cattle feed is sold through dealers in rest of the state for better capacity utilization of the plant. Further realizing the importance of introduction of latest technologies in this field, the production and sale of By Pass Protein Feed was started from the year 1989-90 . The response for this feed is encouraging.
MILK MARKETING: The marketing of liquid milk in sachets was introduced from the year 1981. However, initially the thrust was for organizing the milk procurement activities and to stabilize the same at reasonable level. Nevertheless there was some natural growth in the milk marketing over the years. However, for various reasons there was some stagnation for
few years in the quantity of milk marketed. With certain modifications in the policy decisions and because of concerted efforts, the quantum of milk being marketed is steadily growing. The graph showing the local daily average milk marketing in different years is enclosed.
QUALITY & PRODUCTIVITY ACTIVITIES: The Dairy Plant Mangement Programme (DPM) was introduced in the year 1992 followed by Quality Assurance Programme (QAP) in the year 1993 with the help of NDDB. This resulted in bringing about a positive change leading to viability of the project coupled lowering of operational costs on one hand and improved quality of products on the other. Consequent to the liberalization and globalization of Indian economy in early 90,s it was felt that the organization should strive to make its total outlook, approach and systems of highest standards. Accordingly, it was decided in the year 2001 that the organization should go in for ISO certification both in quality management system and food safety. This process was successfully completed leading to ISO-9001:2000 and HACCP (IS-15000) certification by Bureau of Indian Standards in March 2002. The project has been honoured with “Best Productivity Perfomance” Award for the two consecutive years 20001-2001 & 2001-2002 by National Productivity Council, New Delhi.
ORGANISATIONAL STRUCTURE MANAGEMENT COMMITTEE
It is also called Board Of Directtors (BOD ) that consists of 17 Members as per details: Elected Secretories of Societies
Managing Director (VPDUSS)