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Submitted in
Partial fulfillment of
The Post Graduation Degree

Master of Business Administration

Faculty Guide:
Submitted By:

Mrs. Charu Sharma Mohd.

Imran Khan
Lucky Institute of Professional
Jodhpur (Raj.)

(2008 - 2010)


Chapte r Na me
Sr. No. Page No.

1. 4

2. 5

3. 6

4. 7

5. Chapter scheme 9

6 11


8 13

Agriculture still continues to be the major sector in India economy.
Indian agriculture is based on mixed farming i.e. crop production through
irrigation and rearing livestock. Co-operative dairying grew in the post
independence era on the foundation of co-operation. The demand for milk
and milk products continues to rise in our country year after year due to
growing incomes of families. To meet the growing demand of milk and
milk products, there is a need to revamp the country’s milk policy and
promote manufacture of high quality dairy product and meet international
standards. If the industry intends to make forays into international market,
it will also have to relate to the free market conditions, as compared to the
present dominance of the organized dairy industry by state units and
cooperative. There is very good scope for new entrepreneurs

For research work ,I have assigned the topic “consumer awareness
towards Saras products“ which will help in analyzing the working
condition of today’s markets conditions such as overcoming competition
consumer demand customer satisfaction price etc. for the betterment of the
Dairy, as well as know the product, which we use in our daily life
Dairy products are perishable goods so its market is very chancy.
Moreover, we should plan time to time a good marketing strategy to have a
complete over hold on or market.

1. To know the market share of Saras products
2. To know the perception of customers regarding Saras products.
3. To determine the customers satisfaction regarding Saras products.
4. To determine the factors influencing the choice of customers regarding
Saras products.
5. To Know effectiveness of the Marketing strategy and sales promotion in
6. Evaluating the competitor’s strength and weakness in rural market
7. Retailers expectation from company


It is well known fact that the most important step in marketing
research process is to define the problem. Choose for investigation because
a problem well defined is half solved. That was the reason that at most
care was taken while defining various parameters of the problem. After
giving through brain storming session, objectives were selected and the set
on the base of these objectives. A questionnaire was designed major
emphasis of which was gathering new ideas or insight so as to determine
and bind out solution to the problems.

Research included gathering both primary and secondary data.
Primary data is the first hand data, which are selected a fresh and thus
happen to be original in character. Primary Data was crucial to know
various customers and past consumer views about Saras products and to
calculate the market share of this brand in regards to other brands.
Secondary data are that which has been collected by someone else
and which already have been passed through statistical process. Secondary
data has been taken from internet, newspaper, magazines and companies
web sites.


The research approach was used survey method which is a widely
used method for data collection and best suited for descriptive type of
research survey includes research instrument like questionnaire which can
be structured and unstructured. Target population is well identified and
various methods like personal interviews and telephone interviews are

It will help in analyzing the working condition of today’s markets.
Conditions such as overcoming competition consumer demand customer
satisfaction price etc. for the betterment of the organization. This research
was carried in jodhpur.


After the data has been collected, it was tabulated and findings of the
project were presented followed by analysis and interpretation to reach
certain conclusions.


In the year 1946 the first milk union was established. This union was
started with 250 liters of milk per day. In the year 1972 Saras was
A quality control expert in Jodhpur had suggested the brand name
“Saras”. Saras products have been in use in millions of homes. Saras
Butter, Saras Milk Powder, Saras Ghee, Saras Cheese, Saras Shrikhand,
Saras Ice cream and Saras Milk have made Saras a leading food brand in
India. (The total sale is Rs. 5 billion in 2009). Today Saras is a symbol of
many things like of the high-quality products sold at reasonable prices, of
the genesis of a vast co-operative network, of the triumph of indigenous
technology, of the marketing savvy of a farmers' organization. And have a
proven model for dairy development.
In the early 36’s, the main sources of earning for the farmers of
Jodhpur district were farming and selling of milk. That time there was high
demand for milk in Rajasthan. The main supplier of the milk was
Rajasthan dairy limited, which was a privately owned company and held
monopoly over the supply of milk at Rajasthanfrom the Jodhpur district.
This system leads to exploitation of poor and illiterates’ farmers by the
private traders. The traders used to beside the prices of milk and the
farmers were forced to accept it without uttering a single word.
I have assigned the topic “consumer awareness towards Saras
products“ which will help in analyzing the working condition of today’s
markets conditions such as overcoming competition consumer demand
customer satisfaction price etc. for the betterment of the organization.
 During the survey it was found that still there are 10% people who
have not interested in Saras Products.
 Lake of Awareness in consumers. Many people are not know about
Saras Products specially children and teenagers.
 As I found that the main product of Saras is Milk and company
firstly wants to capture maximum market share in milk market which
is approx. 66%, after it Saras is concentrating upon butter & cheese
which has market share of approx. 88%, so it is not concentrating
upon ice-cream.
 When I interviewed people then many of the people cannot recall
Saras advertisement. It shows Lake of Advertisement or
advertisement is not timely given or advertisement is not given on
right time.
 In its advertisement is not using any brand ambassador which
attracts all age group people.

 Limited time available for interviewing the respondents. As a result
of this it was not possible to gather full information about the

 When I interviewed children and teenagers, sometimes they use to
give answers under the influence of their parents or elders.
 As summer training is going under summer season so sometimes
people are less interested in filling up questionnaire.
 Non-cooperative approach and rude behavior of the respondents.
 If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.

 In order to maintain and increase the sales in the city of Jodhpur, the
following recommendations regarding Saras Products; particularly

regarding advertisement, distribution, promotional policies, etc, are
hereby suggested:

 First and foremost Saras should take proper action in order to

improve service, because although being on a top slot in milk
supplies, it does not get the sales in ice-cream, which it should get.

 Company should use brand ambassador which attracts each age

segment i.e. Saniya Mirza, Atif Aslam, Amitabh Bacchan, Doni,
Sharuk Khan etc.

Saras should give local advertisements apart from the advertisements

given at the national level. Local advertisement must mention the
exclusive Saras shops of the city.


As we know that Saras is very big organization and market leader in dairy
products. It has maximum market share in Milk, Butter and Cheese, which
are its main/core products. As we also know Saras is a co-operative
organization but it should also include chocolate industry in its
organization, as it is a profitable industry we can’t ignore it. With the help
of research, company can find out its week points in ice-cream product and
can increase its market share through rectify mistakes. People have
believed in Saras’s product and they will accept its chocolates also if
effective actions were taken.